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Our Mission
As a public relations agency, we are committed to providing our clients with
creative campaigns, innovative solutions and strategic communication
techniques for the purpose of gaining positive recognition in our Northeast
Florida community. We work diligently to find exceptional ways to connect with
our target audience and to create an original brand for each client. We pride
ourselves in the quality of our work and are dedicated to serving our clients by
offering them credible, quality resources.

The Real Teal, Inc.

Founded in 2015

501(c)(3) nonprofit here in Northeast Florida

Goals: To help women financially, to bring together resources and to create

awareness about ovarian cancer

Has an official website and three social media accounts ( Facebook, Twitter
and Instagram) to promote its cause

Would like to become more involved in the community

About the Campaign

Theme: Join the Teal Tide, Wipe Out Ovarian Cancer

Timeline: July 2016- December 2016

Target Audience

Primary: Women ages 25-45 in Northeast Florida

Secondary: Women ages 46 and above in Northeast

Florida

Secondary Research: Demographics

Total Northeast Florida Female Population:

On average, females make up 57 percent of the population.

The average age of women in the northeast Florida area is 42.8 years.

The median household income in northeast Florida is $47, 769.

Approximately 17 percent of the population in northeast Florida do not have medical

insurance.
(Source cited: U.S. Census Bureau, Demographics Now)

Secondary Research: Demographics

Total Northeast Florida Female Population Continued:
Race:

74.8 percent White

18.8 percent Black/African American

6.7 percent Latino/Hispanic

2 percent Asian

Overall reach-approximately half a million women.

(Source cited: U.S. Census Bureau, Demographics Now)

Secondary Research: Psychographics

Our Primary Audience:

Our Secondary Audience:

Young

Older

Internet savvy

Highly ambitious, prioritize career

Likes to go out

Appreciates new and traditional media

Typically donors/participants

Secondary Research: Psychographics

Striving single scene

Young

Some college education

Low economic status

They have completely abandoned print media

Secondary Research: Psychographics

Aging of Aquarius

Upscale boomer-aged couples

City and close-in suburbs

Traditional and new media

Typical household income of $75,000 dollars

Secondary Research: Psychographics

Suburban Attainment

Upper middle class couples and families

Expanding suburbs

Health conscious

Enjoy the nightlife

Problem Statement
You are a young organization with a limited amount of income and resources.
You are trying to raise awareness about ovarian cancer-a taboo topic because of the
reproductive health is a sensitive subject.
You desire to put a positive spin on ovarian cancer and spread the information about the
resources available to patients and their caregivers.

S.W.O.T. Analysis
Strengths

Sister cancer to Breast

cancer

Multiple ovarian cancer

success stories

Community support
opportunities

Weaknesses

The Real Teal, Inc. is new

Ovarian cancer stigma

No government funding

S.W.O.T. Analysis
Opportunities

Threats

Increased awareness

Other cancer non-profits

Financial aid for local

patients

Below the belt cancer

Lack of initial funds

Create a community

Gain donations

Campaign
Goals & Objectives
Strategies & Tactics

Goal 1
To raise awareness about ovarian cancer.

Goal 1-Objective 1
To increase overall awareness of Ovarian cancer in women ages 25-45 in
Northeast Florida by 25 percent by December 2016.

Strategy: Establish a social media presence

Goal 1-Objective 2
To create a patients/survivors community support group online and locally in
Jacksonville, FL by December 2016. 50 online support group members and 15
face-to-face support group members.

Strategy: Establish a patient, survivor, supporter community

Goal 1-Objective 3
To increase social media reach by 15 percent by December 2016.

Strategy: Launch a social media campaign that promotes engagement among

target audience and builds a brand for The Real Teal, Inc.

Create the YouTube Real Teal silly string challenge video

#RealTealChallenge
#KeepTealReal

Goal 2
To Establish The Real Teal, Inc. as a resource center
for Northeast Florida residents.

Goal 2-Objective 1
To establish at least three partnerships / sponsorships in the community in
Northeast Florida by December 2016.

Strategy: Create partnerships

Tactic 1: Create and distribute brochures to local OBGYN and health care offices

Tactic 2: Partner with the Donna Foundation

Tactic 3: Partner with our local community through a volunteer tab on the website

Goal 2-Objective 2
To host two events that attract 500 guests in the
community to promote The Real Teal, Inc. as a resource
center for ovarian cancer by December 2016.

Strategy: To organize events

Host a Gala event at Suite Jax on September 3,

2016

Organize the Sister Walk on October 1, 2016

Goal 2- Objective 3
To increase traffic to The Real Teal website by 20 percent by December 2016.

Goal 2- Objective 3 continued

Strategy: Creating more appealing and useful content relevant to The Real
Teal, Inc.

Tactic 1: Create a blog

Tactic 2: Revamp Website

Goal 2-Objective 4
To pitch stories/set up interviews with 10 media outlets in
Northeast Florida by December 2016.

Strategy: Increase media coverage of The Real Teal, Inc.

Pitch stories

Send Press releases and media alerts

Invite media to The Real Teal events

TV and radio interviews

Goal 2-Objective 5
Raise $5,000 for ovarian cancer resources from Northeast
Florida residents by December 2016.

Strategy: Social influence marketing, crowdfunding and

corporate support to raise $5,000

WeGive.org

Jaguars Give and Go 100 program

The Real Teal, Inc. apparel sales

Amazon Smile

Reach out to local corporate donors/sponsors

Campaign Budget
& Timeline

Overall Campaign Budget

Overall Spending breakdown:
Expenditures: $10, 267.85
Income: $12, 985.00
Funds Raised: $2, 717.15

Estimated Expenditures
1. Brochures to healthcare facilities.$ 468.00
2. Ads on social media$ 400.00
3. Gala at Suite..$ 1,275.00
4. Sister Walk ...$ 8,024.85
5. WeGive.org account.$ 100.00
Total Expenditures: $ 10, 267.85

Estimated Income
1. Tickets for Gala..$ 5,375.00
a. $ 25.00 per guest
b. Estimating 200 guests
c. $ 5.00 per raffle tickets
d. Estimating 150 raffle tickets

2. Tickets for Sister Walk..$ 5,360.00

a. $ 20.00 per individual racer
b. Estimating 175 racers
c. $ 60.00 per team of four racers
d. Estimating 31 groups of four

Additional Income
1. Donations made at events
2. Donations made through website
3. Apparel purchases
4. Donations made through
a. WeGive
b. Amazon Smile
5. Jaguar tickets sold: $10 dollars per ticket sold

Calendar Summary
Monthly Details:

Third Sunday of every month: Hemming Park Support meeting

Every week on Monday: Distribute brochures to healthcare facilities

Every week on Tuesday: Submit News Release to media outlets

Campaign Timeline
------------------------------------------------------------------------------------------------------------

June

July

16th-30th:
Pre campaign
Survey

7th:
Launch new
website

20th: Sign up
for Fundraising
platforms
21st: Launch
Social Media
Campaign

August

September
3rd:
Gala at Suite

Campaign Timeline
------------------------------------------------------------------------------------------------------------

October
1st:
Sister Walk

November

December

January
1st-14th:
Post-Campaign Survey

Social Media Timeline

All posts will be promoted on
Facebook, Twitter and Google+
Posts highlighted in yellow will
receive a $10 post boost on
Facebook
Posts highlighted in green will
receive a $5 post boost on
Facebook
All posts will include the
#KeepTealReal hashtag

Goal 1 Evaluation

Objective 1: To increase overall

awareness of ovarian cancer in women
ages 25-45.

Objective 2: To create a
patients/survivors community support
group online and locally.

Objective 3: To increase social media

research by 15 percent.

Goal 2 Evaluation

Objective 1: Three partnerships or sponsorships.

Objective 2: Host events that attract 500 guests to

promote The Real Teal, Inc.

Objective 3: To increase traffic to The Real Teal, Inc.

website.

Objective 4: Have 10 media clippings/news stories.

Objective 5: Raise $5,000 for ovarian cancer resources.

Event Flyers
and
Creative Visuals
for Campaign
Follow along: Page 25 in book

Brochure

Support Meeting Flyer

T-shirt for Sister Walk

Gala at Suite Flyer

Sister Walk Flyer

Recommendations

Apply to Google Nonprofits

Seek partnership with the Donna Foundation or In the Pink for

promotional events to raise awareness and fundraising for ovarian
cancer

Add a landing page to The Real Teal, Inc. website

Obtain sponsorships from 1st Place Sports

Create a LinkedIn account for The Real Teal, Inc.

Open a Pinterest account focusing on inspirational quotes, stories

and educational information

Recommendations Continued:

Promote Jaguar ticket sales with The Real Teal, Inc. merchandise

Actively promote The Real Teal, Inc. at tailgates and home games

Collaborate with Uber for providing rides for patients to commute to and
from medical appointments

Seek sponsorships with local corporations for donations

A BIG thanks to The Real Teal, Inc.!