IMC Guide in Action
60 Campaign Delivery
Campaign Objectives
Campaign Strategy and Tactics
- June 2020 – October 2020: Collect donations to cover the cost of two meals a day for 150 students for the fall semester ($10,500).
- Gain a $20 monthly-payment service subscriber base of 200 people by September 15, 2020.
- Get 25% of students in the Surrey School District to sign up for Surrey Breakfast Club by September 15, 2020.
- October 2020: Get endorsed by a local social media influencer to raise awareness for the SBC
- June 2020 – August 2020: Gain more traction by 40% online by live streaming once bi-weekly
Campaign Touchpoints
2. Community Bulletin Boards
3. Local Farmer’s Markets
4. School Events
Campaign Timeline and Budget
SBC will begin the Better Snacking campaign on June 1, 2020, and run it until October 2, 2020, with the official launch of Surrey Breakfast Club on September 14, 2020.
| Activity | June | July | August | September | October |
|---|---|---|---|---|---|
| Campaign Launch | Yes | No | No | No | No |
| Advertising Campaigns | Yes | Yes | Yes | Yes | No |
| Program Launch | No | No | No | No | Yes |
The Canadian and B.C. government supply the initial funds of $6,500 which will be used to pay initial workers and create resources to collect donations. From this donation, $5,000 will be put towards advertising.
| Budget | Spending | |
|---|---|---|
| Total | $5,000 | |
| Transit Ads | ($2,000) | |
| Social Media Ads | ($1,500) | |
| Newspaper Ads | ($700) | |
| Posters | ($700) | |
| Flyers/Brochures | ($100) |
Assessment
SBC will track monthly enrollment to the Better Snacking Campaign in a simple and easy to read way:
| Month | Total Participants | Full-Time Enrolled | Part-Time Enrolled |
|---|---|---|---|
| January 2020 | 55 | 44 | 10 |
| February | 75 | 60 | 15 |
| March | 81 | 63 | 18 |
| April | 101 | 78 | 23 |
| May | 88 | 62 | 26 |
| June | 70 | 49 | 21 |
| July | – | – | – |
Vendor & Supplier Sourcing
To promote the workshop event, SBC will require 20, 24″ × 36″ print advertising to post around the school grounds. During the event, they will need one 6′ × 3′ banner showcasing the event name and the sponsor’s logo in full colour which will be placed at the entrance of the schools. The banner will need to be sturdy and reusable throughout the campaign. Additional way-finding signage will also be needed to direct attendees to the auditorium. There will also be pamphlets that will be distributed during the event.
The organization needs to outsource the printing of the large format banner and poster-sized ads. All standard sized prints including the pamphlets and signage can be printed in-house using office printers to save cost.
Vendor List
Vendor Assessment
To compare and assess the potential vendors for print advertising, SBC can use a table that allows them to evaluate the companies based on the criteria set out by the campaign manager. Each criterion is assigned a weighted factor reflecting what is most important to the organization. The suppliers/vendors are also graded on a scale range from 1 to 5 (1 being the worst-rated and 5 the best). The grading is multiplied by the weight factor and then tallied to achieve a total rating.
| Evaluation Criterion | Weight Factor | Minuteman Press | Surrey Digital | ||
|---|---|---|---|---|---|
| Price | .3 | 2 | (0.6) | 4 | (1.2) |
| Quality of Product/Work | .2 | 5 | (1.0) | 4 | (0.8) |
| Delivery Lead Time | .15 | 4 | (0.6) | 4 | (0.6) |
| Experience | .2 | 5 | (1.0) | 4 | (0.8) |
| Flexibility | .05 | 3 | (0.15) | 3 | (0.15) |
| Financial Standing | .05 | 5 | (0.25) | 5 | (0.25) |
| Organizational Potential | .05 | 5 | (0.25) | 5 | (0.25) |
| Total | 1.0 | – | 3.85 | – | 4.05 |
In this example, Surrey Digital Printers scored the best out of the shortlisted companies with pricing being a big factor.
Marketing Communications
A content calendar helps the SBC stay organized to promote the Better Snacking program. It contains a set schedule of when and what to post on all social media platforms that the organization chooses to focus on.
Click the link for an example of how the SBC has conducted their social media content calendar: SBC Content Calendar
