4. PassionatePatty
● Lives in Urbana-Champaign area
● Working woman
● Has kids, loves spending time with family
● 30-45 years old
● Facebook user
● Involved within their community
● Reads newspaper
● Loves traveling and adventure
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8. CreativeConcept
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WhatifYouWereYouSomewhereElse?
Immigrants and refugees know the feelings of uncertainty and unfamiliarity all too well.
We want potential donors to put themselves in their shoes to get a feel for what they feel
everyday. To bring to life “what ıf you were you somewhere else”, we decided to use maps,
globes and pieces of different languages to set the scene of being in a foreign place.
10. SocialMedia-Facebook
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Over the years, we have helped immigrants and refugees from all over
the world get settled into their new homes. Hearing their stories is
what makes our job so rewarding. Now, we want to hear your story.
Where did your family come from? How did you get to where you are
today? Comment your story below and make sure to visit
ECIRMAC.weebly.com to hear stories of the families we’ve helped.
#ECIRMACstories
WHAT IF YOU WERE YOU SOMEWHERE ELSE?
Somewhere in a foreign country, surrounded by unfamiliar faces, speaking
a language you can’t comprehend…Put yourself in the shoes of
immigrants and refugees and think of a time you felt out of place, out of
your comfort zone. Help make the foreign familiar for immigrants and
refugees in Central Illinois byvisiting ECRIMAC.weebly.com and
DONATE TODAY.
11. SocialMedia-Twitter
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#ECIRMAC #LanguageTrivia Guess that language: chào
bạn
13.6% of Illinois residents are foreign born. #ECIRMAC #facts
Spin the globe on the #ECIRMAC website to see how we’ve made a
difference in #chambana. http://ecirmac.weebly.com/stories
October 20
October 14
October 17
Tweets can
include
language
trivia,
statistics &
links to the
website.
12. DirectMail
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E C I R M A C
YOU can help make the
foreign familiar for
immigrants & refugees.
DONATE TODAY.
Contains bi-monthly newsletters and a smaller, pre-addressed
envelope to return donations in.
14. Their Stories
Home About Us Learn More Recent News Take Action Contact Us Their Stories
WHATIFYOUWEREYOUSOMEWHEREELSE?To put yourself in the shoes of immigrants and refugees, spin the globe to hear
personal stories from the families we’ve helped.
SPIN
CÂU CHUYỆN CỦA CHÚNG TA
15. MoneyJars
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WHAT IF YOU
WERE YOU
SOMEWHERE
ELSE?
Real globes with
coin slots will be
used as money
jars at local
restaurants.
@ECIRMAC
16. FundraisingDinner
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Money globe donation jars will be displayed with the addition
of Language Trivia. Each table will be themed a different
country and will have little pieces of paper that have that
country’s language on one side and english on the other.
LANGUAGETRIVIA
chào bạn
Hello!
Front:
Back:
20. MarketRESEARCH
To test our creative concept, we emailed Stephanie Record, a woman who portrays
all the characteristics of “Passionate Patty”. We sent her the “We’re Hiring” Poster
and asked for her feedback and suggestions.
“It’s clean and simple. I like that.”
“I did visit the website briefly after I viewed the ad.”
“I’m a little unclear of what the purpose of the ad is.”
Using this feedback, we edited the poster to make it CLEAR that the purpose was to
get consumers to make a DONATION.
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21. MediaStrategy
Launch the campaign in January 2017 (and end ın June, because of ımmıgrant
herıtage month).
Use social media, restaurant fundraisers & money globes, emails, direct mail,
posters, digital ads, and the annual fundraising dinner to lead our target audience to
make donations directly and through the website. By using social media, email, and
the newspaper ads to promote the restaurant fundraisers and the annual fundraising
dinner. After the annual fundraiser, encourage attendees to donate and share the
Facebook post about donating.
Our strategy will focus on raising awareness about not only ECIRMAC, but also
the foreign struggles of immigrants to encourage donations.
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23. SCHEDULE January February March
W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12
Direct Mail
Social Media
Email
Restaurants
Website
Digital Ad
Fundraising
Dinner
Posters
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24. SCHEDULE April May June
W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24
Direct Mail
Social Media
Email
Restaurants
Website
Digital Ad
Fundraising
Dinner
Posters
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28. Recommendations
● Implementing “Making the Foreign Familiar” as tagline
● Make Facebook “non-profit” to add donate button
● Schedule Facebook posts directly on Facebook at the beginning of every week,
posting once a day (or at least once every-other day).
● Utilize Hootsuite to schedule tweets at the beginning of every week
● Add “Stories” tab to your website to allow users to interactively “spin” a digital
globe that lands on a different country and then leads to a family’s story from
that country
● Add “community partners” page on website to recognize local restaurants and
other groups where money globes are located
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