2.
Table of Contents
Company Overview……………………………………………………………………………….2
Mission Statement………………………………………………………………………………....3
Campaign Goals…………………………………………………………………………………...4
SWOT Analysis…………………………………………………………………………………...5
Campaign Proposal………………………………………………………………………………..6
Challenges.………………………………………………………………………………………...8
Results…………………………………...……………………………………………………….10
Appendix
Appendix A………………………………………………………………………………11
Appendix B.……………………………………………………………………………...12
Appendix C………………………………………………………………………………13
Appendix D………………………………………………………………………………14
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3.
Company Overview
Excentia is a nonprofit organization based in Lancaster, Pennsylvania. This organization
supports individuals with developmental needs live a more independent and fulfilling life.
Excentia covers all ages of life with its three­pronged approach. Its services include Early
Childhood, Life Enrichment Services, and Residential.
In the Early Childhood program, children from birth to preschool are involved in
programs that help them with skills such as crawling, walking, talking, eating, etc. Life
Enrichment Services (LES) offers a wide variety of social and recreational activities for the
individuals. Events hosted throughout the month allow the individuals to get out and have fun.
LES also allows individuals to participate in volunteering in local businesses. Residential
programs transitions individuals from state­run institutions to homes with other individuals.
These homes are placed throughout the community and individuals truly feel as though they have
a home of their own.
Within the past three years, Excentia has merged twice. Originally the PAI Corporation,
they merged with United Support Group (USG). In 2012, Excentia was revealed as the new
name and by the fall of 2013, Excentia had merged yet again with the S. June Smith Center
(SJSC). The SJSC became Early Childhood but was still recognized because of the popularity of
the center within the Lancaster Community.
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4.
Mission Statements
To provide those supports necessary to enable people with developmental needs to live as
independently and fully as they desire within the community.
In support of our mission, we believe:
∙ People with developmental needs are unique individuals with the same thoughts,
desires, and dreams as anyone else.
∙ Each individual possesses gifts and talents that enhance and nurture the richness
and diversity of the community.
∙ Each person’s capabilities, desires, and dreams will be the foundation for service
choices and
the individual receiving supports and services always comes FIRST!
∙ The development of service options for each person will be enhanced by an
environment
and attitude which is supportive and nurturing.
∙ Planning and decision­making can best occur through the commitment to a
strengthening of a dynamic partnership between the individual, family, friends, the
community and Excentia. This network of relationships is integral to our mission and
central to the concept of “Excentia.”
With a commitment to excellence, we look forward to your involvement and participation as an
individual, a family member, or someone looking to make a real difference as a staff member or
volunteer. We also appreciate your confidence and support in Excentia.
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5.
Campaign Goals
Karen Fitzgerald, Director of Development and Marketing at Excentia, asked our team to do
several things:
1. Change the name on the Amazon Smile account from PAI Corporation to S. June Smith
Center (A Service of Excentia)
2. Create a social media campaign for the Amazon Smile program
3. Create an ad for the 50​th​
Celebration program
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6.
SWOT Analysis
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7.
Campaign Proposal
After our conversation with Karen, we sat down to decide the best way to meet her
desired goals. The first thing we did was a SWOT (Strengths, Weaknesses, Opportunities, and
Threats) analysis to see what we had to work with in our campaign. We then decided to use a
mind map that clearly states the best ways to achieve each goal that Karen had given us.
The mergers in the past few years have affected Excentia’s brand. In some cases it is
known as PAI Corporation, in others the S. June Smith Center name is still used. This causes a
lot of problems for Excentia when the leadership team tries to effectively market the
organization. When the Amazon Smile account was created last year, it was put under the PAI
Corporation. This is because technically Excentia is the name the organizations does business as.
We decided to try several different methods to contact Amazon Smile, which included calling
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them and emailing them. This was important to get done within two weeks so that we knew if the
rest of our campaign was plausible.
Looking on the Social Media side of the campaign our group decided to build off the
already standing sites that Excentia had in place. Their Facebook and Twitter pages needed to be
revamped, this includes new profile pictures as well as promotional ads. With the usage of
Twitter and Facebook we wanted to implement Hootsuite as well as If This Than That. Both of
these tools will allow for a more efficient way for Excentia to get the word out to the public.
This year is the 50th anniversary of the S. June Smith Center’s founding. In May,
Excentia is hosting its annual dinner to commemorate this. We were asked to come up with an
advertisement to promote the S. June Smith Center on Amazon Smiles. We created both an
advertisement for their website and an advertisement for the programs given out at the annual
dinner.
For this ad campaign, we wanted to evoke memories from the past and tie the campaign
in with the 50th anniversary. We decided to use a picture of S. June Smith herself and were lucky
enough to find an amazing picture of her surrounded by the children she was helping. We came
up with the tagline “Keep Our Legacy Strong” in an attempt to play on the memories of the past,
while also ensuring that our legacy will propel us into the future.
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9.
Challenges
One of the initial challenges our group faced during the beginning stages of our campaign
was the Amazon Smile account. The original name of Excentia was PAI Corporation. When the
three organizations merged together, the organizations leadership team decided to do business as
(DBA) Excentia. However, they were still billed as PAI Corporation.
When the Amazon Smile account was created several months ago, Amazon used PAI
Corporation as the name. This posed as a problem for Excentia because they do not do business
as PAI Corporation. So Karen Fitzgerald, Director of Development and Marketing at Excentia,
asked our team to figure out how to change the name to S. June Smith Center (A Service of
Excentia).
Our first course of action was calling Amazon Smile. We got in touch with several people
but they were unable to help us. They kept leading us back to the commonly asked questions
page about the program. Finally, we emailed the company through the email attached to the
account. We explained to them what our situation was and within two days the account name
was changed from PAI Corporation to S. June Smith Center (A Service of Excentia).
Another challenge we faced was figuring out If This Then That (ITTT). We wanted to
create a recipe that sent all Excentia Facebook posts to Twitter. After creating the ITTT account,
we attempted to make this recipe but it would not work. Kaitlyn and Jeremy worked to figure out
the problem and eventually it was solved.
The process of actually making the ad was interesting. We came up with several roughs before
we finally settled on the final copy. We started off with just a simple layout and then added more
elements and better quality elements to what we already had until we got what we all wanted.
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In making the ad, we encountered several challenges. We couldn’t use the
Amazon Smile logo for legal reasons, and that was the point of the ad. So we had to come up
with a work around, and I think we handled that pretty well. We have Amazon Smiles in the
official orange color of their logo, but we still avoided using the actual logo.
Another challenge was balancing what we thought would work with what Karen thought
would work. Not having much experience with dealing with a client, it was interesting to learn
how to do that pretty much on the spot. We had to get our message across while also making the
client happy with what we made.
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11.
Results
In the end of our campaign, we were able to successfully complete all of our goals.
Because we could not implement our campaign before our class due date, we do not have results
from our actual campaign. However, we were able to create a campaign, implement the name
change on Amazon Smile and create an ad for the 50th Celebration program.
The campaign is set to run from mid­May until mid­June. This will allow people to see
the ad inside of the program and for Excentia to post several Facebook posts and tweets on
Twitter. In order to kick off the campaign, we created an ad for Karen. She approved this ad and
it was sent to the printers on April 29, 2015.
The Amazon Smile account proved to be the most difficult task for us to complete. We
tried to call them several times but they would not give us a concrete answer on how to change
the name. Finally, we got access to the email the account is registered under. We emailed the
help center of Amazon Smile and within 24 hours the name was changed from PAI Corporation
to S. June Smith Center (a Service of Excentia).
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Appendix A: Web Ad
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Appendix B: Print Ad
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Appendix C: If This Then That/Hootsuite
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Appendix D: Calendar
14