Professional Documents
Culture Documents
Book Final 3
Book Final 3
Book Final 3
Ainsley Baggott
Corbin Sharp
Claire Mcgrail
Makenzy Davis
Amanda Murray
Kaley Williams
Table of Contents
Executive Summary.............................................................................................................................3
Situation Analysis................................................................................................................................4
Core Problem.......................................................................................................................................4
Client Overview...................................................................................................................................5
Competitor Profile..............................................................................................................................6
SWOT analysis.....................................................................................................................................7
Primary research-Observational........................................................................................................8
Primary research- Surveys.................................................................................................................9
Primary research-Interviews.............................................................................................................10
Overarching Goal .............................................................................................................................13
Big Idea...............................................................................................................................................13
Rebranding..........................................................................................................................................14
Key Public #1......................................................................................................................................15
Key Public #2....................................................................................................................................24
Budget...............................................................................................................................................32
Calendar............................................................................................................................................33
Evalutation........................................................................................................................................34
Appendices..................................................................................................................................35-43
Executive Summary
Tennessee Clean Water Network (TCWN) was created in 1998 by citizen
watershed groups from across Tennessee who met to address clean water
issues and discuss the future of the watershed movement in the state.
Today, TCWN is a 501 (c)(3) not-for-profit corporation that strives to inform
Tennesseans about the importance of clean water in their communities.
The organization promotes clean water practices, educates and engages
Tennesseans, and promotes legal policy for water protection.
TCWN fundraises via several events throughout the year. Currently, TCWN is
planning its second annual Downtown Dragon, Drum, and Paddle Boat Race
for August 2016. This event features dragon boat racing, and all proceeds
benefit the initiatives of TCWN. Last year, there were 12 teams participating
in the event and very little individual fundraising was conducted. Therefore,
TCWN established the goal of increasing event participation and increasing
fundraising and has secured the services of University of Tennessee public
relations students. These students have created the following objectives for
this campaign:
1. To have at least a 50% increase of local outdoor organizations and
corporate participation, among corporate companies, at the dragon boat
event in East Tennessee, by the May 2016 event.
2. To increase fundraising by a total of $10,000 among 2016 participants, by
the start of the May 2016 dragon boat event.
This campaign is designed to aid TCWN with the completion of these
objectives. Primary research was conducted about the event, which has led to
the development of strategies and tactics designed to meet the organizations
overall objectives. The key publics targeted in this campaign include
corporations and local outdoor organizations. The campaign outlines details
about the event, including fundraising initiatives, a rebranding strategy,
sample budget and a calendar of tactics.
Situation Analysis
The implementation of the Downtown Dragon, Drum, and Paddle Race as a fundraising
initiative for TCWN has been met with little participation from the majority of the
Knoxville community. Participants of the first annual race put forth minimal fundraising
efforts, and participation was relatively low when compared to the dragon boat race
hosted by KARM. The opportunity for TCWN to increase participation lies in its ability
to recruit teams that are seeking social interaction or that are involved in other outdoor
activities around Knoxville. Quantitative research conducted on site showed that the
majority of participants are highly likely to return for future dragon boat races as well
as encourage others to participate. Furthermore, 89% of participants cited social
and networking purposes as their main reason for partaking in the dragon boat race.
Furthermore, 65% of paddlers were also active hikers. This data led the team to focus on
publics that fit these psychographic traits.
The primary challenge for the success of the Downtown Dragon, Drum, and Paddle Race
will be increasing awareness in Knoxville and surrounding communities. At this years
event, the lack of awareness about the event greatly impacted participation. Increasing
awareness about the event, as well as TCWN as an organization, is necessary for the
future success of the dragon boat race. Scheduling the event has also proved to be an
area of concern. It is imperative that TCWN take into account the occurrence of the
KARM dragon boat race and other local events when scheduling the dragon boat race.
Another challenge is offering more fundraising incentives to participants in addition to
creating a competitive reason for paddlers to raise money once they have signed up for
the event. Enhanced social media positioning, cohesiveness
and communication efforts on behalf of TCWN and the
Downtown Dragon, Drum, and Paddle Race is a possible
solution to help reduce the challenges discussed.
Core Problem
Client Profile
Tennessee Clean Water Network (TCWN), based in Knoxville, is a nonprofit
TCWN hosts three main events throughout the year to raise money: Sturgeon
fest, Wild & Scenic Film Festival, and the Downtown Dragon, Drum, and
Paddle Race. This was the first year for the dragon boat race, and 12 teams
participated. Money is raised for this event via sponsorships, fundraising from
paddlers, spectator donations at the event and team registration fees. Early
bird registration fees were $1,000 for corporate teams and $850 for nonprofit
teams. After a certain date, this increased to $1,250 and $900. This cost
includes a team practice session and at least two heats on race day.
for this event included Keen, KaTom, Sweet Ps and Holiday Inn, among others.
The incentive for teams to raise the most money was a prize from Keen. The
incentive for individuals to raise the most money was a buff. Dynamic Dragon
Boat Racing provided boats and logistical assistance for this race. Overall, this
event had little media coverage.
Competitor Profile
The main competitor to the TCWNs
Teams can pay an early bird rate of $1,000 to enter the race, regardless of
SWOT Analysis
Strength
Weaknesses
Opportunities
Threats
KARM competition
Poor weather on day of event
Not enough participants/respondents
Popular Knoxville events, such
as Tennessee football overshadowing the race
Primary Research:
On-site Observations
Research was gathered to help determine the strategies and tactics of increasing
fundraising and participation. On-site observation at the TCWN dragon boat race
took place .The demographic of paddlers was primarily women, with most falling
under the age categories of Baby Boomers and Gen X. Few spectators were present.
Teams consisted of corporate, gym, government and cancer awareness groups, with
no representation of church groups or university students. A handful of families
were in attendance for support, as well as some people from other cities who
came to watch the competition itself. As far as entertainment for spectators and/
or children, there was a Master of Ceremonies announcing heat winners, a local
radio station providing background music, a tent of various lizards provided by the
Knoxville Zoo, and a long path of water fountains for children.
Keen, K-Town, the local radio station and Sweet Ps Downtown Dive were the only
signs of sponsors shown. There was little to no representation of their names via social
media. There was no interactive twitter handle to live tweet moments, no Facebook
page to join and see future upcoming events, and no Instagram hashtag to post with
their photos of the race that day. There was also no positioning of TCWN provided at the
event. Hardly anyone knew who was hosting the race, why the race was happening in
Knoxville, and who the donations were supporting. There was a lack of identification and
no catchy slogan to help TCWN advertise this event.
As for fundraising, there was no clear place to donate at the event. The registration
table was set up for check-in, obtaining a free K-Town cup, and optional sign up for The
Clean Water Pledge. Opportunities for donating were not mentioned enough by the
Master of Ceremonies, and there was no physical incentive to donate for the people at
the race. Individuals not participating in the race had little motivation to come unless
supporting a friend or family member. There could have been more aggression in the
form of banners or signs to enable donations the day of the event.
Method
Paper surveys were handed out on site at the TCWN Downtown Dragon, Drum, and
Paddle race. Each rowing team member was asked to fill out the survey. As an incentive
for filling out the survey, upon completion each members name was entered into a raffle
for a gift card. In total, 109 surveys were completed and analyzed.
Results
Respondents were mostly female and aged 35-50 years old with a 4-year degree and a
household income of $100,000-$249,999.
Figure1-1 shows what percentage participants answered Yes when asked if this was
their first time participating in a dragon boat race 33% answered No.
Figure 1-2 and Figure 1-4 show that 69% and 67% of participants are likely to participate
in future dragon boat races and encourage others to participate, respectively.
Figure 1-3 shows that 60% of respondents participate in hiking and 48% participate in
camping. In addition, Figure 1-9s data shows that of most participants answering that
they participate for exercise was a strong supporting factor in the teams decision to
look at companies and groups that are active.
Figure 1-6 and Figure 1-7 are the driving factors in the decision to focus on corporations
as a target public in the campaign proposal.
Implications
Overall, several key suggestions in this campaign were derived from information obtained
through this primary research. The data helped the team to reason that the campaigns
focus should partially be on people who already participate in outdoor activities such as
hiking or camping.In additon, the high numbers in the data led the team to the conclusion
that once a person participates in the dragon boat race, he or she will become a recurring
participant. This fact encouraged the team to focus on a public that has not previously
heard of dragon boat races for increased event participation in 2016 and future years. High
numbers of participants responded that they participate in the dragon boat race for social
and/or networking reasons. This data suggests that the team should target corporations
that would not only benefit from networking with other corporations but also participation
in community outreach and corporate social responsibility.
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Results
The interviews indicated that though many individuals had heard of dragon boat racing
in general, it was mostly through other organizations. Not many participants knew
about the TNCW race. Most respondents did not indicate a strong desire to participate
in a dragon boat race, but they reported that they would be more motivated to do so if
it was for a righteous cause that they believed in. Dragon boat racing is not a common
event, so some interview participants felt indifferent about learning more about it. One
respondent, when asked about interest in learning more, stated Maybe, I am not sure
what it is so I dont want to sign up for something crazy. This was a general summary
of how most participants felt. After explaining exactly what dragon boat racing was,
though most agreed that they would participate.
Other useful data gathered included a generally preferred month in which to host the
event. Most agreed that the months of June and July would be the best time to host
the race because it is an outdoor event stationed on the river and weather is important.
Incentives were also a major motivational tool. Most of the interview participants stated
that they would be more likely to participate if incentives were involved. Suggestions
included gift cards, cash prizes, and trophies.
While most people said that they would participate in dragon boat racing individually,
some did not believe that the company or group that they represented would
participate. One interviewee mentioned that the organization that she was apart of did
not participate in competitive events, but if the cause was good enough, companies
might consider dragon boat racing. Interviewees who represented companies, however,
strongly believed that they could easily persuade company representatives to participate.
The main concern for members of outdoor organizations seems to be finding 22 people
to participate. Another theme stemming from this research was that nonprofit groups
are not motivated to form a team because they have so much money to raise for their
own organizations.
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Implications
Overall, these survey results demonstrate a need for change in the way that
fundraising is conducted for the TCWN dragon boat race. In addition, the
results further emphasize the need for increased media presence surrounding
the event in order to increase awareness among the general public. Also,
because the responses indicated that most people would participate if the
event were in June or July, our group ultimately decided to host it in May in
order to position the TCWN dragon boat race competitively against other
organizations.
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Goal
Increase fundraising and
participation in the Tennessee
Clean Water Network dragon
boat race.
Big Idea
The TCWN Dragon Boat Festival is an
ultimate team event that exemplifies
human connectivity, friendly competition
and community spirit for all ages.
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Rebranding Strategy
Rebranding the Downtown Dragon, Drum and
In addition to altering the event name, we propose a change in the registration pricing.
A flat rate of $880 should be applied to all teams, regardless of registration date, past
participation or organization type. Lowering this fee will attract more participants and
appear more welcoming in the infancy stages of this event. Research demonstrated that
participants are likely to return to the event. If TCWN lowers the price, they will be able
to attract more teams. In turn, these teams will most likely return in the upcoming years.
This fee alteration could build steady participation, and the fee could be increased once
the desired particpation level is met.
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Key Public #1
Corporations are the first key public we
recommend TCWN to target.
Objective #1
To have at least a 50% (18 teams) increase of local
Primary Message
The dragon boat race is a great way to give back to
the community.
Secondary Message
Donating just one dollar can impact water quality
Strategy #1
Demonstrate that the TCWN Dragon Boat Festival
Tactics:
Press Release
Media Alert
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Press Release
A press release should be strategically distributed about three weeks
prior to the event. As with the media alert, this release should generate
coverage and increase awareness of the event. By distributing it three
weeks prior to the event, there will still be some time for people to
register and coordinate a team. A press release will be a free way
to increase awareness about the event through local newspapers,
magazines and television stations.
Media Alert
The media alert will be strategically distributed about two months
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Objective #2
To increase fundraising by a total of $10,000 among 2016 participants, by the
Strategy #2
Drive home the point that the more a company aligns itself with a
Tactic:
Incentive Chart
Fundraising Email
Incentive Chart
Sign up & Donate:
Bumper sticker
Fundraising Email
The Fundraising email will be distributed to all new paddlers who sign up and can be
redistributed periodically if necessary. This email will remind participants why it is important for them to fundraise for the TCWN and how the fundraising will affect them
and the Knoxville community. It will also break down the incentives offered to them
at each level and will have an attached fundraising idea sheet to help paddlers raise as
much money as possible. Finally, the email will inform participants to look out for the
featured fundraiser each week and encourage them to follow our social media to help
them keep up with the event.
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Strategy #3
Demonstrate that the TCWN Dragon Boat Festival is a positive way to improve company
culture.
Tactics:
Facebook Page
Twitter Page
Facebook
Facebook event page: TCWN should compose an event page from their already
existing Facebook account. This will provide more social recognition for the
corporate companies, local outdoor companies and spectators to attend the page
and invite others.
Above is an example post about Dynamic Dragon Boat Races on Facebook. Other
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Twitter
Twitter emphasizes informational texts in which TCWN can post facts about
the festival using #DBFest. Followers and interested participants can also direct
message questions and inquire more detailed information. The above posts are
example tweets made by the TCWN account.
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Key Public #2
The second key public we recommend
Objective #1
To increase participation by at least a 50% (18 teams) of local
Primary Message
The dragon boat festival requires team coordination and instills
Secondary Messages
Tagline Your Community. Your Challenge. inspires and personalizes the
event experience .
Strategy #1
Emphasize the continued Tennessee River improvements made
Tactics:
Instagram Page
Radio Spot
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Radio Spot
TCWN Dragon Boat Race: 30 sec
--------------------------------------------------------------------------------------------------SFX : Gong ringing (2 sec)
--------------------------------------------------------------------------------------------------TIM: PADDLES UP! GET READY FOR THE SECOND ANNUAL TENNESSEE CLEAN WATER
NETWORK DRAGON BOAT FESTIVAL ON MAY 21!
SFX: DBR drum beating (3sec/ continues in background)
------------------------------------------------------------------------------------------------------MUSIC: Asian Style
________________________________________________________________
JIM: GET YOUR FRIENDS, FAMILY AND CO-WORKERS TOGETHER TO PARTICIPATE IN THIS
YEARS DRAGON BOAT RACE.
TIM: THIS TEAM-BUILDING FUNDRAISER IS A FUN, CHALLENGING EVENT THAT INCLUDES
KIDS ACTIVITIES, FOOD VENDORS AND MORE.
JIM: THATS RIGHT! IF YOU DONT WANT TO RACE, THATS OKAY! THERE WILL BE A
NUMBER OF ACTIVITIES FOR YOU TO ENJOY!!
TIM: ITS NOT TOO LATE TO REGISTER! FOR MORE INFORMATION, VISIT TCWN.ORG.
THATS TCWN.ORG.
TIM: REMEMBERPADDLE FOR FUN, BUT RACE TO WIN!!!
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Strategy #2
Promote the physical nature of the dragon boat race.
Tactics:
Flyer
Snapchat
Flyer
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Snapchat
Snapchat is a visual way for paddlers to share their enthusiasm with downtown
Knoxville. The teams tactic is to collaborate with the Tennessee Snapchat Campus
Story to be featured the day of event. Participants and spectators who use Snapchat
at the event location will be posted for the Knoxville area t to view via the Snapchat
app.
Spectators can snap the race and events. Participants can snap their team preparing
to load the dragon boat. Viewers around the area will see the fun happening at
Volunteer Landing and be inspired to attend the festival.
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Objective #2
To increase fundraising by a total of $10,000 among 2016 participants, by the start of
Strategy #3
Develop a fundraising incentive program that allows participants to receive rewards in
Tactics:
Fact Sheet
How-To-Fundraise Check Sheet
Fact Sheet
A fact sheet provides the reader with an overall summary of the organization,
highlighting its mission, purpose and sponsored events. Distributing this document
through email and having it on hand at TCWN events will help spread their message in
a brief, but intensive manner.
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Fact Sheet
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Budget
The total budget for the 2016 TCWN Dragon Boat Festival, is $7,279. This budget includes
the cost of incentives, which include: bumper stickers, sunglasses, T-shirts, and water bottles. The budget also accounts for festival costs for items such as the beer garden, Sweet
Ps, Ritas Italian Ice, corn-hole, face painting, and trophies. Tactics are also included in
the budget and account for the cost of social media, press releases, media alerts, emails,
flyers and local radio advertisements.
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Calendar
The following is a proposed social media and communication schedule. Each tactic is
listed below with start and end dates and are strategically placed to enhance event
promotion.
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the number of teams that participated in 2015 to the number of teams that
participated in 2016. Twelve teams registered for the event in 2015, so 18 teams
would need to participate in 2016 to achieve this objective. This evaluation
measure will not impact the budget.
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Appendix A
Profile of Respondents
Male 37.6%
Female
62.4%
Generation Y (24-34)
Generation X (35-50)
Baby Boomers (51+)
31.3%
47.6%
18.2%
Level of Education
High School Degree/GED
4.7%
Some College 11.9%
2-year Degree
12.8%
4-year Degree
38.5%
Masters Degree 20.2%
Doctoral/Professional Degree
11.9%
Gross Annual income
$15,000-$34,999 15.6%
$35,000-$49,999 13.8%
$50,000-$74,999 17.4%
$75,000-$99,999 20.2%
$100,000-$249,999 26.6%
$250,000 or more
6.4%
35
Appendix A Continued
36
Appendix A Continued
37
Appendix A Continued
38
Appendix A Continued
39
Appendix B
Survey Questions:
1. Have you ever heard of a dragon boat race?
2. Do you have any interest in learning more about dragon boat racing?
3.How likely are you to participate in a dragon boat race?
4.What month are you most likely to participate in a dragon boat race? And why?
5. What kind of incentive would motivate you to fundraise? And why?
6.How important Tennessee Clean Water Networks cause to you when you fundraise?
Is an incentive more likely to get you to fundraise more?
7. How active in the community would
you say you and your organization are? Which events or causes do you participate in?
8. How easily would you be able to find 22 people to participate with you?
40
Appendix B Continued
Survey Responses:
REI
1. Yes I have
2. No I do not
3. Not very likely
4. Sometime in May, June or July. Because its warm then.
5.I participate in fundraiser without incentives. I participate in certain ones because I like giving back
6. The importance level depends on the fund raiser. An incentive isnt going to get me to fund raise more, it is
just a nice bonus.
7. We arent that active. I participate in cancer fundraisers, feeding the homeless and I donate a lot to good will.
8. I would have a hard time finding 22 people to participate.
Denzo
1. Yes, but I dont really know what it is.
2. Yes!
3. Its not a sport/race I would participate in unless I absolutely loved the cause it was supporting
4.When its not really hot out, like maybe April or May
5. Maybe a giftcard to a shop/restaurant I enjoy. I would also be motivated by just seeing a noticeable improvement in the cause, and maybe some credit given to me on their website or email list. Recognition is sometimes
better than physical gifts for helping out.
6. An incentive is definitely going to get me to fundraiser more, and how much I like that incentive. The cause is
also key; I need to like the organization to be dedicating my time to raise money.
7. Not that active locally; we do things during holidays to help out like angel trees, food drives, and volunteering
to ring to Salvation army bell.
8. I could force 22 people to do it, but it wouldnt be easy, especially having them give up a Saturday that theyre
off.
Knoxville Downtown Social Run
1. No I havent ever heard of a dragon boat race, it sounds interesting though!
2. Maybe, I am not sure what it is so I dont want to sign up for something crazy.
3. Depending on what it is pretty likely.
4.Probably during the summer when its hot like May or June.
5. A big prize or even if it was for a really great cause I would fundraise.
6. Pretty important, I work for the YMCA so I know how important donations and fundraising is.
7. Not very active as a social running group we usually just show up to run and not everyone is consistent at
showing up.
8. Pretty easily.
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Appendix B Continued
YMCA Person
1.Yes, Ive heard of the Karm dragon boat race.
2. Sure.
3. Im a trainer so I like doing exercise outdoors when I can so pretty likely. However, the YMCA isnt likely to
participate since it is a non profit.
4. June or July.
5. Tier prizes. Everyone loves reaching obtainable goals and little prizes go along way.
6. The cause is really important. Working at the YMCA without fundraising we wouldnt be able to do as much in
the community outreach as we do. People hate asking other people for money so having a great cause makes me
feel more like im informing a friend rather than asking for a donation. An incentive is great though.
7. My organization is pretty active. We are based all over Knoxville and the community plays a big role in our
organization. We have Zumbathon and other fundraisers ourselves.
8. Pretty easily, we have a lot of staff.
UT Canoeing and Hiking Club
1) Nope!
2) Maybe/probably not. We arent a competitive club and unless dragon boat racing is just supposed to be silly
and fun, then we wont have the time to commit to training for it.
3) Unless you are about to offer me a boat and stuff, highly unlikely.
4) August I guess? Its warm and school hasnt gotten to intense yet by then. I wouldnt be in charge by then
though.
5) Lots of kinds of incentives could motivate me. A million dollars is one of those many. Same reason a million
dollars would incentive anyone to do any number of things.
6) Im not sure what this is, so maybe somewhat important. I like clean water! Is an incentive more likely to get
you to fundraise for their cause? (I fixed your typo from or to for and yes an incentive is more likely to get me
to fundraise) Why? I copied and pasted the definition of incentive below: a thing that motivates or encourages
one to do something.
7) Moderately involved! Which events or causes do you participate in? We typically participate in about 5 community service events each year.Reoccurring events include: Obed trail day, Ijams river rescue, and UT Sport
Clubs canned food drive. Other events weve done before include other trail days, boo at the zoo, etc.
8) Somewhat easily. Depends on the incentives I guess.
Ijams Nature Center
1) Yes.
2) No.
3) Highly unlikely due to our own program and event commitments.
4) N/A
5) What kind of incentive would motivate you to fundraise for the event? Why?
6) Supportive of conservation-oriented organizations.
7) Ijams holds its own fundraising events and community-based initiatives such as River Rescue every April.
8) Might be a challenge.
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Appendix B Continued
43