Rachel Moore

Courtney Calderon
Danielle Fierman
Yari Rostamian
Lauren Holiday

Campaign Book

Creative Strategy Statement

Public relations tactics will target young adults and motivate them to take action
around social changes through national campaigns and grants. DoSomething.org is
the go-to for college students wanting to make an impact. Projects and campaigns
will help college students learn how to launch their cause and raise awareness and
necessary funds. Our audience will feel a sense of motivation with the quirky
advertisements and PR efforts.
Advertising/PR Plan
Key Fact: College students have great ideas but dont have the monetary tools to
succeed in a campaign.
Advertising Objective: To influence young adults to participate in the Pitch About It
competition, present their ideas and make positive changes in their community.
Target Audience: College students, ages 18 to 25, who are passionate to make
social change and impact.
Competition: Tilt, Change.org,
Key Consumer Benefit: College students will have the opportunity to make their
goals for social change a reality.
Support: The advertisements and PR tactics will convince the audience to seek the
information provided by this platform.
Tone: Young, quirky, informational, eccentric, and educational.
Mediums: TV ads, Pandora and Spotify radio ads, Facebook, Twitter, and Instagram.
Audience Profile
Tom is 21 years old. He is an engineering student and a LEAD scholar at UCF. He is
passionate about solar energy and hopes to one day create a sustainability
initiative, but is uncertain of how to begin tackling his lofty goals for the future. In his
spare time, Tom likes to go to the gym. He uses Spotify as his primary source of music
and exercise playlists. Tom is unaware of the resources that DoSomething.org could
provide him with to make his dreams for sustainable energy a reality.

Pitch About It Campaign Timeline

Pitch About It Competition: Oct. 3
Winning campaign announced: Nov. 3
Sign up opens: Sept. 1 at 3 pm
Sign up closes: capped at 250 people

Nation TV Advertisement launched Wednesday, July 1, 2015

-

Air on the following channels: TBS, ABC Family, CW, AMC, MTV and ESPN
between the hours of 8 to midnight during weekdays and 1 to 4 pm on
weekends.

Local Press Releases and Media Advisories sent Monday, August 3, 2015
Spotify and Pandora Station Advertisement launched Saturday, August 29, 2015
Regional E-Blast Flyer sent Monday, August 31, 2015
-

Clearly outline the rules and guidelines to enter the Pitch About It
competition with links to website for more information

Social Media Campaign launched Monday, August 31, 2015

-

Facebook we will post twice a week

Twitter there will be an average of 25 tweets and replies per week
Instagram there will an average of 1 post per week

Regional competition held October 3, 2015 from 9 am to 8 pm.

-

Round 1: 250 campaign pitches (60 seconds each pitch + Q&A).

Round 2: Top 15 people pitch; winner will be announced that night.

National Press Releases and Media Advisories sent Monday, October 26, 2015
National competition held November 7, 2015 from 9 am to 6 pm.
-

All 50 campaigns will pitch to a panel and a winner will be announced that
night.

DoSomething.org Fact Sheet

Founded in 1993.

One of the largest organizations for young people and social change.

DoSomething.org campaigns are for young people ages 13 to 25. Anyone

above the age of 25 is considered an old person.

After completing a campaign, members are eligible for scholarships.

All campaigns are open to the public for volunteering.

Volunteers work with our mobile team, assisting with answering the insane
amount of texts we receive from our members each week.

Other opportunities include writing thank-you cards, helping with mailings,

event planning, and member support. These opportunities range from a onetime only to weekly commitment and are available both in-office and on a
remote basis.

The organization has over 3.4 million members online and reaches over 13
million young people annually.

News Release
For Immediate Release
Danielle Fierman
DoSomething.org
(407) 555-5283 mobile
danielle@dosomething.org
DoSomething.org brings a chance for change to Central Florida
Orlando, Fla. (August 1, 2015) DoSomething.org announced today it will be
holding a Pitch About It state event at the University of Central Florida to encourage
Floridian college students to pitch a nonprofit campaign on October 3. Students will
compete at the state level and the top campaign will be sent to the national event
on November 7.

DoSomething.org is trying to show students their ideas are important and they are
the future leaders of the world. The Pitch About It competition will teach students
real leadership skills and valuable life lessons, said DoSomething.orgs CEO, Nancy
Lublin.

The first 250 groups to sign up online will have the opportunity to pitch to a group of
panelist. After pitching to the group of panelists, 15 groups will move forward to the
second round of the state competition. Those 15 groups will be mentored by local
business professionals and have the opportunity to enhance their pitches. After
presenting for a second time, one group will be chosen to represent Florida at the
national competition later this year.

The event will also include a question and answer session with organizations who
have received grants from DoSomething.org, LEAD scholars from Florida colleges
and local nonprofits to show that groups can still pursue their dream campaign
even if they dont win the competition.

We want students to understand what DoSomething.org is and we want to help

them to make a difference. We want them to know theyre being heard, said
DoSomething.orgs campaign manager, Alyssa Ruderman.

DoSomething.org is a nonprofit company that was founded in 1993. The foundation

aims to make the world a better place and is one of the largest organizations for
young people who want to create a social change. For more information about the
company, please visithttp://www.dosomething.org.
###

Media Advisory
For immediate release
DoSomething.org encourages students to Pitch About It
What

DoSomething.org is hosting an event that welcomes all college

students in Florida. Its inspiring students to create a social change
project that they are passionate about and pitch it to a group of
panelists. From there, 15 groups will compete later in the day and one
will be able to compete at the national level.

When

Saturday, October 3, 2015

8 a.m. to 7 p.m.

Where

University of Central Florida

4000 Central Florida Blvd.
Orlando, FL 32826

Who

DoSomething.org is an organization that wants to make the world a

better place. By marketing to young adults, they strive to help the
future leaders of the world create and execute social change
campaigns.

Features

- Gives students the opportunity to network with business professionals

- Gives students the opportunity to learn about pitching
- Teaches students valuable leadership lessons
- Gives students the opportunity to change the world, one great idea
at a time

Visuals

- Students working with business professionals

- Students presenting their pitches to panelists
- Nonprofit organizations working together to make a change in the
world
- Young adults who have received grants from DoSomething.org will
advise and mentor competing students

Media
Contact

Danielle Fierman
DoSomething.org
(407) 555-5283 mobile
danielle@dosomething.org
###

News Release
For Immediate Release
Danielle Fierman
Do Something
(407) 555-5283 mobile
danielle@dosomething.org
Pitch About It Competition goes national
New York , N.Y. (October 5, 2015) DoSomething.org is hosting its first ever national
Pitch About It competition in New York City on November 7. College students have
already competed at the state level, and now the winning team from every state
will be flown in to present their nonprofit campaigns to a highly qualified board.

After all 50 campaigns are pitched to the group of panelists, one winning team will
be granted $10,000 to create their social change project. Five second place teams
will be granted $5,000, and 10 third place winners will be granted $1,000.

The point of this whole process is to show students that they can make a positive
change in the world if theyre given the correct resources. We want to see them
succeed and thats why we have decided to create this event. The more people
who learn about DoSomething.org, the more money we can give to students who
are trying to make the world a more pleasant place, said the marketing manager
of DoSomething.org, Chloe Lee.

DoSomething.org is a nonprofit company that was founded in 1993. The foundation

aims to make the world a better place and is one of the largest organizations for

young people who want to create a social change. For more information about the
company, please visit http://www.dosomething.org.
###

Media Advisory
For immediate release
DoSomething.org members compete on national stage
What

DoSomething.org is hosting the second round of the Pitch About It

campaign at the national level in New York City. Students have
previously competed at the state level and one group from each state
has moved forward to the second round.

When

Saturday, November 7, 2015

9 a.m. to 6 p.m.

Where

New York Marriott Marquis

1535 Broadway,
New York, NY 10036

Who

DoSomething.org is an organization that wants to make the world a

better place. By marketing to young adults, DoSomething.org strives to
help the future leaders of the world create and execute social change
campaigns.

Features

- Gives students the opportunity to network with business professionals

- Teaches students valuable leadership lessons
- Gives students the opportunity to change the world, one great idea
at a time

Visuals

- Students working with business professionals

- Students presenting their pitches to panelists
- Students being awarded grants to execute their nonprofit campaign

Media
Contact

Danielle Fierman
DoSomething.org
(407) 555-5283 mobile
danielle@dosomething.org
###

Graphic Design
Elements

Spotify & Pandora Ads

Email & Flyer (Regional)

Campaign Copy
DoSomething.org Pandora/Spotify Ad
:30 Spot Angry

Video

Audio

Audio will play while Pitch About It

display ad appears on screen.

Do you ever get angry about the

wrongs in our world? Like fistforming, jaw-aching, sleep-losing
angry? Do you constantly find yourself
unleashing the wrath of your
passionate rants on unsuspecting
friends and family members? Pitch
about it. This October,
DoSomething.org is looking for the
nations most passionate youth to
drop some serious truth about social
issues through our Pitch About It
competition. If you have an idea for a
campaign that could make a
difference in the lives of those around
you, were all ears. Visit
DoSomething.org/PitchAboutIt to find
your nearest Pitch About It event and
do your best to make the world suck
less.

DoSomething.org National TV Ad
:60 Spot People Like Us
Concept: We have someone whose project has been funded through
DoSomething in the past (Katia Gomez). Visual will start with her standing in a white
empty room talking, but will soon turn to a voiceover to be put over other imagery.
The style of this spot will be very raw and conversational. Its a young person
speaking to young people about making a difference. Will almost sound like a TED
Talk should sound as if Katia is improvising. Informal language allows it to be
inspirational but still light-hearted
Video

Audio

Opening scene Black and white

close-up of Katia talking to the
camera, words Past
DoSomething.org Grant Winner
appear on screen.

Katia: So the world is not what you

once wanted it to be. You wake up in
the morning and you get dressed and
leave for class or work and think Man,
I have it good.

Spliced with video from perspective of

car passing homeless people, then girl
getting harassed, then guy seeing a
letter about not getting the job.

But you look to your left and you see a

former business owner sitting on the
street. And you think about if anyone
you know will go home hungry tonight.
And you wonder how many of your
girlfriends got catcalled or how many
people of color were denied a job
they deserve. Sometimes, the world
sucks. But its up to people like us to
change it.

Will be spliced with video of young

people doing something about it.

It takes action to start a revolution.

And Ive seen the way the passion
that resides within our youth can
enact change. Look, Im not saying
that one person can solve every social
issue there is. Im not even saying a
whole movement can change the
world. But if you can change just one
persons world, isnt that enough?

Then, cut back to Katia.

If you dont like the way something is,

dont stand for it. Pitch about it. This
July, DoSomething is hosting the
biggest philanthropy campaign event

Dosomething.org/PitchAboutIt
appears on screen. White text/black
background.

in history. If you have an idea for a

campaign that could make a
difference in the lives of those around
you, visit
DoSeomthing.org/PitchAboutit to find
the nearest Pitch About It event.

Social Media