‘Put life into a child’s day, and not days into a

child’s life’.

By Clem Keane, Ellen Doyle, Olivia Burke, Deirdre Mulligan & Katie

O’Driscoll

IntroductionWe have put together an IMC campaign strategy to fundraise for LauraLynn. The campaign will involve an event ‘Strictly LauraLynn’ which is complied of an 8 week dance programme.

Brief Background• Charity dates back to 1925.

• The LauraLynn Children's Hospice Foundation was founded in 2001 by Jane and Brendan McKenna in memory of their daughters, Laura (4) and Lynn (13), who both tragically died of unrelated illnesses within two years of each other.

• In September 2011 LauraLynn House, Ireland’s first and only children’s hospice was opened in Leopardstown Co. Dublin.

Outline1. Mission Statement2. SWOT3. Overall Marketing Objectives4. Target Market5. Marketing Mix6. IMC Objectives7. IMC Strategy 8. Budget

1.Mission Statement • “LauraLynn Children's Hospice supports children

with life limiting conditions and their families by providing high quality transitional care, home support, respite, crisis and end-of-life care.

• Their services are available to children with high medical and nursing needs from birth to 18”.

• The Vision: all children who need us, can access us.

Strenghts

• A large database of engaged supporters that are open to receiving communications from the charity/ effective PR & media relations/ fantastic support from online community. The charity has a very good reputation amongst the community. As LauraLynn was set up by a mother and father who lost both their children to a life-limiting illness they have first-hand experience and can help parents/relatives and children fight through the tough times.

Weaknesses

• No allocated advertising budget as they receive no additional funding for the hospice service in LauraLynn House (must raise €2.5m annually to keep LauraLynn House open). There are very limited resources available to them. (Short staffed)

Opportunities

• Charities are eligible for tax deductions, developing partnership with other programs, good press, and fundraising.

Threats

• Very vulnerable in the economic crisis. They depend on donations which consumers cut back on when money is tight. Any small scandal relating to charities can have a huge impact. For example: The top up in CEO salaries would have a massive impact on donations for charities. Other charities can also be a threat as if a consumer was to donate money every month or once off, how do they chose which charity out of them all

2. SWOT

3.Overall marketing objectives • Increase brand awareness during the final quarter of 2014.

• To multiply the number of volunteers with the charity. 

• To increase the amount received in donations. Total expenditure increased by €221,860 year on year from €5,472,260 to €5,694,120, therefore an increase in donations is vital.

• To grow the number of online visitors to both the LauraLynn website and also social media sites such as Twitter and Facebook.

• Generate media coverage on the charity.

4.Target Market• Two categories, (1) the consumer(2) the corporate or business sector

5.Marketing Mix• Product – ‘Strictly LauraLynn’

• Place - The Royal Marine Hotel

• Price – Tickets €20

• People – Dancers, volunteers, customers, staff at the Royal Marine Hotel

6. IMC Objectives

• Brand awareness by a minimum of 10% during the final quarter of 2014.

 • To multiply the number of volunteers with the charity..  • By holding the event “Strictly LauraLynn” we hope to sell

500 tickets at €20 generating €10,000 plus donations.  • To grow the number of online visitors to both the

LauraLynn website and also social media sites such as Twitter and Facebook.

7. IMC Strategy • Advertising• Bus, 4sheet, Southside People

PR• James Lumumba- PR Manager LauraLynn• Press Release given in October

Sales Promotion

• There will be no free gifts or discounted prices on tickets etc. as we want all proceeds made from ticket sales to go straight to the charity.

Digital Marketing

• Two types of Digital marketing:o Pull digital marketingo Push digital marketing

• Images and flyers will be some of the promotions online that will create a campaign for our campaign “Strictly LauraLynn”.

Sponsorship• For the event we have gotten P&G (Proctor &

Gamble) to sponsor us. We felt that the company represented the LauraLynn foundation well as it is a family oriented company.

• P&G is funding the raffle prizes and is also funding The venue for the event in The Royal Marine Hotel in Dun Laoghaire.

Direct Marketing

• To promote and market the event we will use email marketing.

• This will be done through the contacts the charity has already gained through volunteers, donations and e-zines

8. Budget• October – Highest advertising costs. This is the

launch of our campaign. Bus advertisement• November- Reminder advertisement. 4 sheet

(small billboard). • December- Strongest month for advertising.

Newspaper advertisement – ‘Southside People’.• January- Reminder advertisement. Deadline for

dance programme. 4 sheet• February- Second highest advertising expense.

Bus advertisement and newspaper advertisement.

Marketing Expenses

Marketing Tools October November December January February Total

Advertising    

Bus € 551.00 € - € - € - € 217.00 € 768.00

Newspaper- Southside People € - € - € 47.68 € - € 47.68 € 95.36

4 Sheet € - € 198.00 € - € 198.00 € - € 396.00

Total Advertising € 551.00 € 198.00 € 47.68 € 198.00 € 264.68 €1,259.36

PR n/a n/a n/a n/a n/a n/a

Sales Promotion n/a n/a n/a n/a n/a n/a

Digital Marketing n/a n/a n/a n/a n/a n/a

Sponsorship n/a n/a n/a n/a n/a n/a

Direct Marketing n/a n/a n/a n/a n/a n/a

             

             

Ticket Sales Donations on night

Raffle Tickets0

2000

4000

6000

8000

10000

12000

Forecasted Revenue

Evaluation • Raise Awareness

• Increase donations

• Increase awareness of other upcoming events e.g. Mini Marathon.

References• About Us: Our Aims. (n.d.). Retrieved from LauraLynn Ireland's Children's Hospice:

https://www.lauralynn.ie/lauralynn-house.html [Accessed: 10th February 2014] • Charity Rate on RTÉ Radio. (n.d.). Retrieved from RTE Media Sales:

https://www.rte.ie/radio/advertising/documents/Charity%20Rate%20on%20RTE%20Radio12.pdf [Accessed: 10th February 2014]

• Definition of 'Sales Promotion'. (n.d.). Retrieved from The Economic Times : http://economictimes.indiatimes.com/definition/sales-promotion [Accessed: 10th February 2014]

• Digital Marketing and Privacy. (1998). Retrieved from Roger Clarke: http://www.rogerclarke.com/ [Accessed: 10th February 2014]

• Kotler. (n.d.). My Strategic Plan. Retrieved December 03, 2013, from http://mystrategicplan.com/resources/mission-statements-in-strategy-development/ [Accessed: 10th February 2014]

• Newspapers. (n.d.). Retrieved from AMG Global: http://www.amediagroup.com/newspapers.html [Accessed: 10th February 2014]

• Push and Pull Marketing Strategies . (n.d.). Retrieved from Marketing Made Simple: http://www.marketing-made-simple.com/articles/push-pull-strategy.htm#.Ux9IibGvm70 [Accessed: 10th February 2014]

• The Charities Act. (n.d.). Retrieved from The Wheel: http://www.wheel.ie/content/charities-act [Accessed: 10th February 2014]

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