Shriners Hospital for Children-Tampa Plans Book

Shriners Hospitals
for Children - Tampa®

For the children. For you.
Creativity Strategy Team Project
Fall 2010
November 30, 2010

Daniela Jimenez
Laura Setter

Josaurys Mota

Table of ConTenTs

Executive Summary...............................................03

Situation Analysis

Product Category......................................04

Brand...........................................................05

Product/Service.........................................06

Consumer...................................................07

Geographic Market Area.........................08

Competitors...............................................09

Competitive Creative Analysis............................10

Target Audience Profile........................................14

Problem Statement & Objectives.......................19

Creative Strategy Statement...............................21

Creative Executions...............................................22

01

Executive
Summary

Executive Summary
The main communication problem Shriners Hospitals for Children- Based on the research and objectives the message strategy of this

Tampa is encountering is that most USF students are unaware that campaign will focus on informing the USF-Tampa students that volun-

the hospital exists on the USF campus, or that it offers excellent teering for Shriners builds leadership skills, while helping a good cause.

volunteer opportunities. The campus is so large and fragmented that The tagline will be “For the children. For you.”“For the children” refers to

students never visit the Shriners - Tampa area. the mission and core value of Shriners Hospital for Children, and the way in

The first objective of this campaign is to increase awareness among which USF students can make a difference. “For you.” relates to how

USF Tampa students that the Shriners Hospitals for Children-Tampa is volunteering aids in the development of professional skills for the students.

located on the USF Tampa campus. The second objective is to create This tagline links our message of leadership and personal growth with

interest in Shriners Hospitals for Children -Tampa’s mission and values, the deep-seeded need of our target (USF students) to make the world a

which will result in an increase in volunteer efforts by USF Tampa better place.

students. All of the ads in this campaign will depict situations volunteers may

Our research suggests the majority of USF students feel personally experience while working with Shriners - Tampa, and how those situations

responsible for making the world a better place, and they pay more develop the volunteers’ leadership skills.

attention when solicited by a company with a deep commitment to a We recommend the use of newspaper display ads in the Oracle, billboard

good cause. bulletins in the surrounding USF Tampa area, bus transit posters on the

Our research also suggests that volunteering aids in the Bull Runner shelters, Facebook “viral” ads, and the Marshall Student Center

development of professional skills, skills that promote professional Feature Wall /LED wall. The creative executions reflect these

success for college students after graduation. recommendations.
03

Situation
Analysis

Situation Analysis
Product Category
Shriners Hospital for Children-Tampa is one of 22 non-profit hospitals What has been hurting a lot of the local nonprofit hospitals is that

that specialize in pediatric specialty care and orthopedics, including: they do “everything for everyone.” This kind of mentality causes those

various bone and muscle problems such as cerebral palsy, scoliosis, hospitals costs to dramatically increase because their employees must
1
and other limb and growth problems. The main difference between be professionally trained and have the proper equipment in a wide

Shriners and other non-profit hospital is that they treat their patients range of areas in health care. The one thing that Shriners can use to

absolutely free of charge. This will allow for us to gain a unique their advantage is that their hospitals are specialized in one or two

perspective for the USF Shriners campaign. services per hospital. This allows for Shriners to cut down on many

Currently, 77% of the 2,033 U.S. nonprofit hospitals are not costs that other hospitals have to spend the majority of their funds
2 5
profitable. Times are especially rough on those hospitals that treat on. Shriners Hospital needs to promote awareness and fundraising in
3
patients who are uninsured. This has caused for a dramatic rise in order to survive and surpass all the economical problems that
6
Medicare costs, and since nonprofit hospitals get a rather large tax nonprofit hospitals are facing in the current economy.
4
break, it is causing for our economy to suffer.

1
Cabalo, Jesus. “The Tampa Shriners Childrens Hospital.” Sahib Shriners Home Page. 7 May 2010. Web. 26 Oct. 2010. <http://sahibshrine.org/hospitals/index.html>
2 Hundley, Kris. “Nonprofit Hospitals Can Be Money-making Operations - St. Petersburg Times.” Tampa Newspapers: The Times, TBT & Tampabay.com. 11 Apr.
2008. Web. 27 Nov. 2010. <http://www.tampabay.com/news/business/article447120.ece>.
3 Hundley, Kris. “Nonprofit Hospitals Can Be Money-making Operations - St. Petersburg Times.” Tampa Newspapers: The Times, TBT & Tampabay.com. 11 Apr.

2008. Web. 27 Nov. 2010. <http://www.tampabay.com/news/business/article447120.ece>.
4
“Bay Area Nonprofit Hospital Income | Tampabay.com - St. Petersburg Times and Tbt*.” Tampa Newspapers: The Times, TBT & Tampabay.com. American Hospital
Information, 2009. Web. 27 Oct. 2010. <http://www.tampabay.com/specials/2008/ interactives/hospital-finance/>.
5 Christensen, Clayton M. “Disrupting The Hospital Business Model - Forbes.com.” Forbes.com - Business News, Financial News, Stock Market Analysis, Technolo-

gy & Global Headline News. 31 Mar. 2009. Web. 27 Nov. 2010. <http://www.forbes.com /2009/03/30/hospitals-healthcare-disruption-leadership-clayton-christensen-
04 strategy-innovation.html>.
6
Deemas, Beth Anne. “Shriners Campaign Brief.” 5 Oct. 2010. Speech.

Situation
Analysis

Brand
Shriners International is a fraternity based on fun, fellowship and the The most impressive part of Shriners-Tampa is that 91-93% of all the
7 11
Masonic principles of brotherly love, relief and truth. The Masonic funds raised and/or donated goes directly to the children or research.

Shriners’ red fez and mini-scooter parades are the goofy side to their The majority of Shriners Hospitals for Children’s effort is aimed simply
8
serious support of the Shriners Hospitals For Children. The one thing at maintaining all 22 hospitals.
9
that the Shriners make sure of is that “Everything is for the children. ”

From the exam rooms, to the type of flooring and colors of the walls,

there is an overarching theme within these hospitals that everything
10
truly is done for the children.

The Shriners Hospitals for Children- Tampa is also very proud of its

family-like atmosphere, where ‘patients’ aren’t viewed as patients, but

instead are viewed and treated like family.

7
“Home - Shriners International.” Shriners - Welcome. 24 Feb. 2010. Web. 19 Oct. 2010. <http://www.shrinershq.org/ShrinersHQ/>.
8
Andrews, Michael C. “Shriners Hospitals for Children: Information from Answers.com.” Answers.com: Wiki Q&A Combined with Free Online Dictionary, Thesau-
rus, and Encyclopedias. 2010. Web. 20 Oct. 2010. <http://www.answers.com/ topic/shriners-hospitals-for-children.>.
9
Frantom, Frank. “Shriners Hospital Tour.” Personal interview. 16 Oct. 2010.
05
10
11

Situation
Analysis

Product/Service
Shriners Hospitals for Children-Tampa provides free specialty care to injury, rehabilitation or cleft lip and palate, the Hospital will fund a trip

children under the age of 18, with the only requirement being that for the child and a Shriners representative to go to another Shriners
12
the patient’s condition must be treatable. The Tampa location specializes Hospital location and get the proper medical attention that the child
16
in orthopedic care. The Merriam-Webster’s dictionary definition of needs. The child’s family will not have to pay a single penny for any of

orthopedic is: marked by or affected with a skeletal deformity, disorder, these services or the trip to another hospital, if necessary, the Shriners
13 17
or injury. Examples of orthopedic issues include bone and muscle cover all costs. After all, everything Shriners does is for the children.

problems, such as cerebral palsy, scoliosis and other limb and growth Shriners Hospitals for Children is doing everything it can to survive
14
disorders. Shriners-Tampa also provides a wheelchair and walker in this brutal economy; therefore, it will soon start charging insurance
18
building center for any child, whether treated by Shriners or not, that companies, in place of closing down six locations.
15
may need one.

If a child comes to the Tampa location in need of any of the other

Shriners Hospital specializations, including: burn care, spinal cord

“Shriners Hospitals for ChildrenÂ® Volunteer Opportunities in Tampa.” Shriners - Welcome. 2010. Web. 19 Oct. 2010. <http://www.shrinershq.org/Hospitals/Tam-
12

pa/GetInvolved>.
13
“Merriam Webster: Dictionary: Orthopedic.” Merriam Webster Dictionary. Merriam Webster. Web. Nov. 2010. <http://www.merriam-webster.com/dictionary/ortho-
pedic>.
14 “Home - Shriners International.” Shriners - Welcome. 24 Feb. 2010. Web. 19 Oct. 2010. <http://www.shrinershq.org/ShrinersHQ/>.
15
16

06 17
18

Situation
Analysis

Consumer
The consumers of the services provided by Shriners Hospitals for Chil- Shriners - Tampa is one of 3 hospitals that have a center specifically
19
dren - Tampa are children with various bone and muscle problems. for building custom wheelchairs for children. Shriners - Tampa will

Shriners Hospitals for Children is a one-of-a-kind international health provide these absolutely free of charge and will build brand new
23
care system dedicated to improving the lives of children by providing wheelchairs for the child as he or she grows.

specialty pediatric care, innovative research and outstanding teaching
20
programs.

Children up to the age of 18 with orthopedic conditions are eligible

for admission and receive all care in a family-centered environment
21
at no financial obligation to patients or families. Children who are in

need of physical or occupational therapy can also be treated at

Shriners, and can also be provided with a specialized service in
22
making custom-designed braces and artificial limbs.

19
“Shriners Hospitals for ChildrenÂ® About Us.” Shriners - Welcome. Apr. 2010. Web. 19 Oct. 2010. <http://www.shrinershq.org/Hospitals/Main/About>.
20
“Shriners Hospitals for Children: Facebook Fan Page.” Welcome to Facebook. 2010. Web. 27 Sept. 2010. <http://www.facebook.com/index.php?#!/ShrinersHospital-
sfor Children?v=info>.
21
“Shriners Hospitals for Children: Facebook Fan Page.” Welcome to Facebook. 2010. Web. 27 Sept. 2010. <http://www.facebook.com/index.php?#!/ShrinersHospi-
tals forChildren?v=info>.
22
“The Tampa Shriners Childrens Hospital.” Sahib Shriners Home Page. 2009. Web. 27 Nov. 2010. <http://sahibshrine.org/hospitals/index.html>.
23
Frantom, Frank. “Shriners Hospital Tour.” Personal interview. 16 Oct. 2010. 07

Situation
Analysis

Geographic Market Area
The Shriners Hospital for Children - Tampa is a $30 million, 60-bed

pediatric orthopedic hospital serving children in Florida, southern
24
Georgia and the Caribbean free-of-charge. The Hospital is located on

the USF campus, near the Moffitt Cancer Center and the Health
25
Sciences building.

The purpose if this campaign is to raise awareness, interest, and
26
volunteering/fundraising efforts for Shriners-Tampa. The USF Tampa

campus is the most effective geographic area to target when it comes

to raising volunteer and fundraising efforts because of the large
27
population of USF college students. The USF student community can

cover the most ground in fundraising and awareness events

dedicated to Shriners because it is the only community of its size in
28
the immediate are of the hospital.

24
“Shriners Hospitals for ChildrenÂ® Hospitals by Specialty.” Shriners - Welcome. 2010. Web. 10 Oct. 2010. <http://www.shrinershq.org/Hospitals/Main/Hospital-
sBySpecialty>.
25
“The Tampa Shriners Childrens Hospital.” Sahib Shriners Home Page. 2009. Web. 27 Nov. 2010. <http://sahibshrine.org/hospitals/index.html>.
26

27
28
“Florida.it at Weblo Websites.” Weblo Virtual Domains, Property, Celebrity and Auction. 2010. Web. 10 Oct. 2010. <http://www.weblo.com/website/General/florida.
it/493685/>.
08 “USF Parking and Transportation Map.” USF of Parking and Transportation Services. <http://usfweb2.usf.edu/parking_services/maps/Visitor_Map_2008-09.pdf>.

Situation
Analysis

Competitors
The main competitors for volunteering are Moffitt Cancer Center and
29
Metropolitan Ministries. While, both offer different services than

Shriners - Tampa, they are competitors in the sense that they currently
31

hold the most sought after positions in volunteering within the USF
30
student community.

32

29
“CLCE: Volunteer USF.” Center for Leadership & Civic Engagement. 2010. Web. 27 Oct. 2010. <http://leadandserve.usf.edu/servevolunteer.php>.
30
“CLCE: Volunteer USF.” Center for Leadership & Civic Engagement. 2010. Web. 27 Oct. 2010. <http://leadandserve.usf.edu/servevolunteer.php>.
31
“Moffitt Cancer Center Logo.” Cancer Centers - Cancer Hospital & Treatment Center - H. Lee Moffitt Cancer Center & Research Institute Cancer Hospitals - H. Lee
Moffitt Cancer Center & Research Institute. 1996. Web. 28 Nov. 2010. <http://www.moffitt.org/>.
32
“Metropolitan Ministries Logo.” Metropolitan Ministries - Helping Tampa Bay. Web. 28 Nov. 2010. <http://www.metromin.org/>.
09

Competitive
Creative
Analysis

Competitive Creative Analysis
Moffitt Cancer Center
Communication messages for Moffitt Cancer Center try to convince The message tone of Moffitt Cancer Center is educational, motivating,
36
people already highly involved within the community that supporting and inspirational. The tagline of Moffitt Cancer Center is “Total Cancer
37
a leading cancer research hospital through community service and Care.”
33
donations will help advance cures and means of prevention. Moffitt Current positioning and strategies of Moffitt Cancer Center includes

Cancer Center supports this claim by showing how fund raising and the Miles for Moffitt race held in the spring on the University of South
38
volunteering directly affect advancements that have been Florida campus. In terms of the current project this analysis suggests
34
accomplished in cancer research. that Shriners Children’s Hospital should make a larger effort in pro-

The brand character of Moffitt Cancer Center is to be the leader in moting how the hospital is changing the children’s life and that fund

scientific discovery and translation into compassionate care, cures, raising events such as a race, like the Miles for Moffitt, could
35
and prevention of cancer for our community and the world. definitely be something that Shriners could create for themselves.

33
“Connect With Us.” Children’s Hospital Los Angeles. Jan.-Feb. 2010. Web. 11 Oct. 2010. <http://www.chla.org/site/c.ipINKTOAJsG/b.5207559/k.3E23/Childrens
_Hospital_Los_Angeles_____LA8217s_first_and_largest_hospital_dedicated_specifically_to_treating_children_throughout_Southern_California.htm>.
34
Walewski, Nicole. “Moffitt Cancer Center - Total Cancer Care.” Moffitt Campaign: Total Cancer Care. 2009. Web. 9 Nov. 2010. <http://www.coroflot.com/nicole
_walewski/Print-Ads/8>.
35
“Moffitt Cancer Center - Mission and Values.” Cancer Centers - Cancer Hospital & Treatment Center - H. Lee Moffitt Cancer Center & Research Institute Cancer
Hospitals - H. Lee Moffitt Cancer Center & Research Institute. 2004. Web. 8 Nov. 2010. <http://www.moffitt.org>.
36
Walewski, Nicole. “Moffitt Cancer Center - Total Cancer Care.” Moffitt Campaign: Total Cancer Care. 2009. Web. 9 Nov. 2010. <http://www.coroflot.com/nicole
_walewski/Print-Ads/8>.
37
“Cancer Center - Cancer Treatment Center - Total Cancer Care from Moffitt Cancer Hospital Tampa, Florida.” Cancer Centers - Cancer Hospital & Treatment Center
- H. Lee Moffitt Cancer Center & Research Institute Cancer Hospitals - H. Lee Moffitt Cancer Center & Research Institute. 2004. Web. 6 Nov. 2010. <http://www.
moffitt.org /site.aspx?spid=54A14FA0FD654729A5D617402FBBACDA&ForwardFrom=EDB6E253685745BDB8D071B6C45DBD1C&ForwardFrom=5EAD8CB0
D32541ACA03E11380ECF3146>.
10 38
“Miles for Mofftt at the University of South Florida.” Florida Bank’s Miles of Moffitt. 2006. Web. Nov. 2010. <http://www.milesformoffitt.com/>.

Competitive
Creative
Analysis

Moffitt Cancer Center
Advertising Examples
Magazine Ad - Full Page, Full Color Internet Banner Ad

40

Internet Banner Ad Promotional T-Shirt

40

41

39
Moffitt Cancer Center. Advertisement. Cancer Centers - Cancer Hospital & Treatment Center - H. Lee Moffitt Cancer Center & Research Institute Cancer Hospitals -
39

H. Lee Moffitt Cancer Center & Research Institute. Web. 28 Nov. 2010. <http://www.moffitt.org/>.
Moffitt Cancer Center. Advertisement. Cancer Centers - Cancer Hospital & Treatment Center - H. Lee Moffitt Cancer Center & Research Institute Cancer Hospitals -
40

H. Lee Moffitt Cancer Center & Research Institute. Web. 28 Nov. 2010. <http://www.moffitt.org/>. 11
41
“Miles for Moffitt Logo.” Miles for Moffitt at the University of South Florida. 2006. Web. 28 Nov. 2010. <http://www.milesformoffitt.com/>.

Competitive
Creative
Analysis

Metropolitan Ministries
Communication messages for Metropolitan Ministries try to persuade Current positioning and tactics of Metropolitan Ministries are stating

people to donate food, money, or even volunteer services to help the it is one of America’s most effective and innovative caregivers to the
42 47
organization be more successful. Metropolitan Ministries supports homeless.

this claim by faithfully reaching out to poor, hungry and homeless In terms of the current project, this analysis suggests that Shriners

men, women and children in their time of need — providing life- should take a more promotional approach, the way Metropolitan
43
changing answers and the proper motivation to get to a better place. Ministries has done. Metropolitan Ministries advertises its accomplish-

The brand character of Metropolitan Ministries is to alleviate ments and really focuses on the fact that the majority of the work is

suffering, promote dignity and instill self-sufficiency...as an expression done by volunteers. It knows how to truly show what the
44
of the ongoing ministry of Jesus Christ. volunteers can do for others. This is an approach Shriners - Tampa

The message tone of Metropolitan Ministries is spiritual and should take into consideration.
45
motivational.
46
The tagline of Metropolitan Ministries is “Hope Lives Here.”

42
43
“Who We Are.” Metropolitan Ministries. 2008. Web. Nov. 2010. <http://www.metromin.org/whoweare.aspx>.
“What We do.” Metropolitan Ministries. 2008. Web. Nov. 2010. <http://www.metromin.org/whoweare.aspx>.
44
“Mission and Vision Statements.” Metropolitan Ministries - Helping Tampa Bay. 2008. Web. 28 Nov. 2010. <http://www.metromin.org/whoweare/missionvision-
guidingvalues.aspx>.
45
“Welcome.” About: Earn Your Wings. Metropolitan Ministries. Web. Oct. 2010. <http://www.metromin.org/about-earnyourwings>.
46
Metropolitan Ministries - Helping Tampa Bay. 2009. Web. 28 Nov. 2010. <http://www.metromin.org/>.
47
Fitzgerald, John. “Giving.” Giving:: Metropolitan Ministries. NCH, 3 Apr. 2010. Web. 10 Oct. 2010. <http://www.metromin.org/giving>.
12

Competitive
Creative
Analysis

Metropolitan Ministries
Advertising Examples
Direct Mail Christmas Postcard

Internet Banner Ad

49

Internet Banner Ad Promotional Pin

48

Direct Mail Envelop Design

51

50
48

48
Advertisement. Metropolitan Ministries - Helping Tampa Bay. Web. 28 Nov. 2010. <http://www.metromin.org/news/mediaresources.aspx>.
49
Advertisement. Metropolitan Ministries - Helping Tampa Bay. Web. 28 Nov. 2010. <http://www.metromin.org/>.
50
Advertisement. Metropolitan Ministries - Helping Tampa Bay. Web. 28 Nov. 2010. <http://www.metromin.org/>. 13
51
“Seminole Hard Rock Why Hunger Charity Event.” What’s Up Tampa Bay. Web. 28 Nov. 2010. <http://whatsuptampabay.blogspot.com/>.

Target
Audience
Profile

Target Audience Profile

We are targeting the Tampa USF college community, specifically USF

college students who are enrolled at the Tampa campus. We chose to

solely target USF Tampa college students in this campaign because

the students are the largest population on campus, and our objective

is to raise awareness and interest in the Shriners mission on campus.

We have the largest probability of meeting that objective by targeting

the largest population.

14

Target
Audience
Profile

USF Student Demographics USF Student Psychographics

The majority of the USF Tampa community population is made up of While USF college students are from a variety of different backgrounds

students. USF Tampa has a student population of 40,486, as compared and have a variety of different experiences, it is possible to identify
53
to a faculty and staff population of 14,952. According to the USF general commonalities among them.

System Fact Book 2010/2011, about 60% of the student population On average college students spend 13 hours a week preparing for

is female and about 40% is male. The average age of undergraduate and participating in class, 3.5 hours a week on campus not preparing
54
students is 23 while the average age of graduate students is 33. for class, 5 hours a week participating in co-curricular activities, and 12
55
It is important to note that most USF students are just becoming hours a week relaxing and socializing. Ultimately, the goal of this

adults. USF is their first taste of independence, and their first real taste campaign is to reach USF students during those 3.5 free hours on

of responsibility. College is the time when students leave childhood campus, and convert some of that time, and some of the 12 hours

and become adults. In effect, college students (our primary target) relaxing, into time spent volunteering or raising funds.

have more in common with the children being treated at the Shriners

Hospitals for Children - Tampa than the faculty and staff at the

university. This is another reason to solely target students.

53
“STUDENT HEADCOUNT.” USF INFOCENTER. USF, 2010. Web. 18 Oct. 2010. <http://usfweb3.usf.edu/infocenter/?silverheader=&report_
category=STU&report_type=SMAJS&reportid=64828>.
54
USF. Pocket Facts. Tampa: USF, 2010. USF Pocket Facts 2010. Web. 15 Oct. 2010. <http://www.usf.edu/pdfs/USF_PocketFacts.pdf)>
USF. Tampa: USF, 2004. Student Engagement. 2004. Web. 11 Oct. 2010. <http://nsse.iub.edu/2004_annual_report/pdf/annual_report.pdf>.
55

15

Target
Audience
Profile

USF Student Psychographics Continued

On a national level, 80% of fraternity and sorority members to pay attention to a company’s overall messages when they see that
57
participate in fundraising events compared with only 43% of the company has a deep commitment to a cause.” Millennials say

non-Greek members, and 60% of seniors and 37% of first-year they are prepared to reward or punish a company based on its
56 57
students do community service or volunteer work. This means that it commitment to social causes.

is advantageous to target fraternity and sorority members and seniors This research indicates that students will be more likely to pay

because they are more likely to participate. attention to our message because Shriners Hospitals for Children -

Most USF students are Millennials, born between 1979 and 2001. Tampa is deeply committed to helping children and their families. If

The majority of Millennials (61%) feel personally responsible for Shriners - Tampa can engage and communicate with the USF
57
making a difference in the world. Nearly eight out of ten want to work students a group of brand ambassadors will emerge from those
57
for a company that cares about how it contributes to society. students who believe in Shriners cause. The research also suggests

Millennials are a civic-minded generation; they believe it is their re- that nearly 80% of USF students will be more likely to want to work

sponsibility to make the world a better place, and 78% of Millennials with Shriners because Shriners cares about its impact on the lives of

believe that companies have a responsibility to join them in this children.
57
effort. “An overwhelming 74% surveyed indicate they are more likely

56
USF. Tampa: USF, 2004. Student Engagement. 2004. Web. 11 Oct. 2010. <http://nsse.iub.edu/2004_annual_report/pdf/annual_report.pdf>.
57
“Cone 2006 Millennial Cause Study - Cause Marketing Forum - Cause Related Marketing Source.” The Cause Marketing Forum - Cause Related Marketing Source.
24 Oct. 2006. Web. 28 Nov. 2010. <http://www.causemarketingforum.com/page.asp?ID=473>.
16

Target
Audience
Profile

USF Student Psychographics Continued

College students want to make the world a better place, but we

can also assume that because they are in college they want to improve

themselves. Volunteering has been shown to aid in developing

professional skills, skills that are necessary for professional success

after graduation. In a study by Markitects, Inc. titled How Volunteer-

ism Shapes Professional Success, “Eighty-three percent of participants

reported that they acquired, improved or developed their leadership

skills due to volunteer participation, while seventy-eight percent
58
reported improvement in their communications skills.”

Volunteering for Shriners will not only allow students to be part of

a good cause, but it will also build valuable skills that will aid them in

their professional careers

58
“How Volunteerism Shapes Professional Success.” Markitects, Inc. <http://cdn.volunteermatch.org/www/corporations/resources/docs/How_Volunteerism_Shapes_
Professional_Success.pdf>.

17

Target
Audience
Profile

The Pearl
College students feel a responsibility to make the world a better

place. Shriners Hospitals for Children - Tampa does make the world a

better place by aiding children in need and their families. Shriners -

Tampa is looking to raise awareness on campus and ultimately attract

volunteers to its organization. Volunteering for Shriners gives USF

students an opportunity to make the world a better place while

building skills that will make them more competitive in the

professional world.

59

18 59
Pearl in Oyster. Photograph. Energy Aware. 2006. Web. 28 Nov. 2010. <http://energyaware.net/articles.php?a_id=8>.

Problem Statement
& Objectives

Problem Statement & Objectives
Problem Statement
While Shriners Hospitals for Children-Tampa is located on the USF The main communication problem Shriners Hospitals for Children-Tampa

Tampa campus, it is not located near any academic buildings. The is encountering regarding the USF student population is that most

closest buildings are the Moffitt Cancer Center and the Health students are unaware that the hospital exists on the USF campus, or
60
Sciences building. that it offers excellent volunteer opportunities.

While the hospital does offer residency programs for USF medical
61
students, those students who are not studying medicine may never

visit or find out about the hospital because there are not any classes

near the building or in the area. Only about 10% of USF students are

studying medicine, that means as many as 90% of the USF student
62
population have never heard of Shriners Hospitals for Children-Tampa.

60
“USF Parking and Transportation Map.” USF of Parking and Transportation Services. <http://usfweb2.usf.edu/parking_services/maps/Visitor_Map_2008-09.pdf>.
61 “College of Medicine Admissions.” USF Health - Education, Research, Healthcare in Medicine, Nursing, and Public Health. Web. 28 Nov. 2010. <http://health.usf.
edu/medicine/mdadmissions/teaching_centers.htm>.
62 USF. Pocket Facts. Tampa: USF, 2010. USF Pocket Facts 2010. Web. 15 Oct. 2010. <http://www.usf.edu/pdfs/USF_PocketFacts.pdf)>

19

Problem Statement
& Objectives

Objectives Rationale
- To increase awareness that the Shriners Hospitals for Children-Tampa As few as 10% of USF students are currently aware that Shriners

is located on the USF Tampa campus among USF students from about Hospitals for Children-Tampa exists on campus. That means it is

10% to 30% between January 10, 2011 (the start of the Spring semester) feasible to use our message to increase awareness by 20% over a

and December 9, 2011 (the end of the following Fall semester). 12-month period beginning in January 2011.

- To create interest in the Shriners Hospitals for Children-Tampa mission The current percent of USF students who volunteer with Shriners

and values, which will result in an increase in volunteer efforts by USF Hospitals for Children-Tampa is so small it is negligible. Therefore

Tampa students by 15% by December 9, 2011. it is viable to expect a 15% increase in volunteer efforts by USF

Tampa students after a 12-month period.

20 63

Creative Strategy
Statement

Creative Strategy Statement
The Message will inform the USF-Tampa students that volunteering for Tagline will be For the children. For you.

Shriners builds leadership skills, while helping a good cause. Rationale: “For the children” refers to the mission and core value of

Support will be that Shriners provides volunteering, fund raising and Shriners Hospital for Children, and the way in which USF students can

event planning opportunities all of which help the students become make a difference. “For you.” relates to how volunteering aids in the
64
leaders and help Shriners continue its mission of helping children. development of professional skills for the students.

Rationale: Based on our research, the majority of USF students This tagline links our message of leadership and personal growth with
65
“feel personally responsible for making a difference in the world,” and the the deep-seeded need of our target (USF students) to make the world a

majority of those who volunteer report improved leadership skills due to better place.
66
volunteer participation. Volunteering can be beneficial for both the

student as well as for the hospital and the children.
“Shriners Hospitals for ChildrenÂ® Volunteer Opportunities in Tampa.” Shriners
64
The brand character: Shriners Hospital for Children - Tampa has the spirit
- Welcome. 2010. Web. 19 Oct. 2010. <http://www.shrinershq.org/Hospitals/Tampa/
GetInvolved>.
of a child; it is inspirational, giving and fun. 65
“Cone 2006 Millennial Cause Study - Cause Marketing Forum - Cause Related
Marketing Source.” The Cause Marketing Forum - Cause Related Marketing Source.
Message tone will be virtuous, optimistic and playful. 24 Oct. 2006. Web. 28 Nov. 2010. <http://www.causemarketingforum.com/page.
asp?ID=473>.
Rationale: The message tone needs to convey the commitment Shriners - 66
“How Volunteerism Shapes Professional Success.” Markitects, Inc. <http://cdn.volun-
teermatch.org/www/corporations/resources/docs/How_Volunteerism_Shapes_Profes-
Tampa has for children in order to get the attention of USF students sional_Success.pdf>.

because most USF Students are more likely to pay attention when they
65
see a deep commitment to a cause. Because Shriners - Tampa is a children’s

hospital we must also keep the fun and playful spirit of a child in mind.
21

Creative
Executions

Creative Executions

I learned to entertain
with my creativity
and imagination.
For the Children. For you.

- Tampa
- Tampa

22 www.shrinershq.org

Creative
Executions

23

Creative
Executions

I learned to inspire others
to express themselves.

For the Children. For You.

- Tampa
www.shrinershq.org

24

Creative
Executions

25

Creative
Executions

26

Creative
Executions

I learned to
express myself freely from I developed managerial
drawing with the children skills while organizing a
soccer game. I refreshed my analytical
on the sidewalk.
skills by helping a child do
his math homework.
For the Children. For You. For the Children. For You.
www.sh ri n ershq.o rg www.shri n ershq.org
www.shri n ershq.org

27

Creative
Executions

For the
Children.
For You.
CreatB e
e Co n ﬁ d
ent
Inspire
tient
I n n o B e Pa
vate

- Tampa
www.shrinershq.org

28

Creative
Executions

I learned how
to budget while
planning a ﬁeld
trip to a baseball
For the Children. For You. game for the
- Tampa children.
www.shrinershq.org

29

Creative
Executions

Heather Scott Heather Scott

Heather Scott

I gained
humility by
working as
part of a
For the Children. For You. team.
- Tampa
www.shrinershq.org

30

Creative
Executions

Kimberly Smith Kimberly Smith

Kimberly Smith

I learned to be
persistent while
helping a child
walk again.

-Tampa
w w w. s h r i n er sh q . o rg

31

Shriners Hospital for Children-Tampa Plans Book

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