MamÁ Sana Bebé Feliz

MamÁ Sana
Bebé Feliz
Healthy Mom, Happy Baby

MamÁ Sana
Bebé Feliz

KATS Advertising Presents: “Mamá Sana Bebé Feliz”
An advertising campaign for the March of Dimes Piedmont-Shenandoah Valley Division, in
conjunction with the requirements of SMAD 256 under the direction of Professor John Guiniven.

Anne Blessing
blessiam@jmu.edu

Tim O'Keefe
okeefetc@jmu.edu

Kelsey Schum
schumkm@jmu.edu

Stephanie Synoracki
synorasm@jmu.edu

Mamá Sana Bebé Feliz 2

Table of Contents

Section I: Executive Summary………………………………………………………………………...…4

Section II: Situational Analysis
A. Situational Analysis…………………………………………………………………………...5
B. Opportunities………………………………………………………………………………...5
C. Threats……………………………………………………………………………………….5
D. Allies……………………………………………………………………………………….....5
E. Opponents…………………………………………………………………………………...5
F. Problem Statement………………………………………………...………………………....6

Section III: Campaign Goal and Objectives
A. Goal………………………………………………………………………………....................7
B. Objectives……………………………………………………………………………….........7

Section IV: Mission Statement…………………………………………………………………………...8

Section V: Target Market
A. Targets Market……………………………………………………………………………...9
B. Analysis of Publics………………………………………………………………………….10

Section VI: Recommended Tactics
A. YouTube Channel ………….………………………………………………………………11
B. Short Message Service Marketing………………………………………………………..…12

Section VII: Sub-Tactics
A. Mobile Site………………………………………………………………………………….18
B. Spanish Speaking Student Intern……………………………………………………...……19
C. Gmail Account………………………………………………………………………...……20

Section VIII: Recommended Advertising
A. Printed Flier………………………………………………………………………………....21
B. La Gran D Radio Public Service Announcement………………………………....………...24
C. Design………………………………………………………………………………….…....26
D. Suggested Colors……………………………………………………………………...……27
E. Suggested Fonts………………………………………………………………………….…28

Section IX: Budget……………………………………………………………………………………..29

Section X: Evaluation…………………………………………………………………………………..30

Section XI: Appendix………………………………………………………………………………....31


Section I: Executive Summary

KATS Advertising has developed an advertising campaign that specifically targets young
Hispanic women in Harrisonburg, Virginia. Currently, the March of Dimes Shenandoah Valley chapter
lacks the resources to provide for this demographic. This is a major problem as Hispanics make up
14% of the total Harrisonburg population, and the amount of Hispanic teenagers that are pregnant is
double the state percentage (findourreason.org). Ultimately, the Shenandoah Valley chapter aims to
increase event attendance at its local events, and increase donated funds to the chapter. To tackle
this issue, KATS developed a campaign that would first make the Hispanic community more aware of
March of Dimes and their mission of improving the health of babies, and secondarily increase the
action of attending March of Dimes events. Given the time, resources, and primary issue of the local
March of Dimes chapter, KATS purposely focused on reaching Harrisonburg Hispanics. KATS would
look to expand this target market in the future with more time and resources available.

KATS conducted both qualitative and quantitative research in Harrisonburg to develop their
strategy. A survey was generated and distributed to the Harrisonburg High School Spanish Club (with
40% returned results), and our team met with local citizens knowledgeable on our demographic—this
includes Carol Quintero from La Gran D radio, Sandy Hernandez, Director of Hispanic Ministries
from Alianza Church, and Candace Avalos, advisor of Harrisonburg High School Spanish Club. Our
data showed that mainstream social media tactics (including Facebook, Twitter and blogs) would not
be the most effective tactic to reach young Hispanic women, as they are more likely to communicate
through their cell phones (with each other), and download videos off of the Internet than access
social networking sites (Forrest Research). Because of this, KATS concentrated on developing a
YouTube channel and a Short Message Service (SMS) to inform Hispanic women about healthy
decisions regarding pregnancy. Additionally, the chosen tactics are low cost, but high impact, in order
to make a true connection with the Hispanic community, and ultimately drive traffic to the March of
Dimes office in Harrisonburg and the national and regional Web site. KATS Advertising found that
the March of Dimes nationally effectively utilizes Twitter and Facebook, thus KATS did not want to
develop conflicting messages. Through the work on this campaign, KATS Advertising members
collaborated on a wiki site.


Section II: Situational Analysis

Situational Analysis:
Premature births account for nearly 12% of live births in the United States. This is a serious condition
that can lead to cognitive impairment or disabilities. Specifically in Harrisonburg, the Hispanic
population continues to grow; it is largest minority group in Harrisonburg with 13.8% of the
population (US Census 2008). Within this demographic, the teen pregnancy rate remains high at 33%,
which is double that of the state. This demographic will be key market for this campaign.

Opportunities:
• Increased awareness of March of Dimes mission
• Increased attendance at local March of Dimes sponsored events
• Increased utilization of March of Dimes resources
• Increased funding for March of Dimes initiatives
• Increased marketing to a specific and neglected target market

Threats:
• Rejection of message due to cultural differences
• Language barrier
• Apathy
• Misunderstanding of March of Dimes purpose
• Misunderstanding of our campaign
• Lack of finances
• Campaign does not reach the target market
Allies:
• JMU March of Dimes Collegiate Council
• Local Sponsors of March of Dimes
• Local Churches with Hispanic outreach programs such Blessed Sacrament Catholic Church
and Covenant Presbyterian
• La Gran D Radio
• JMU Spanish Department
Opponents:
• Residents not open or welcome to cultural integration
• Those adverse to sexual education and outreach to teen pregnancies


Problem Statement

• The March of Dimes Piedmont-Shenandoah Valley Division does not effectively reach the
local Hispanic population. Some reasons for the lack of adequate message delivery include
language barriers, lack of finances and resources, and insufficient knowledge on how to
reach the Hispanic community. The Hispanic population equates for about 14% of the total
Harrisonburg demographic, making them the largest minority in the area. Neglecting this
growing ethnic group would hinder the local March of Dimes chapter’s ability to grow and
provide the best services for the entire community. Therefore, it is crucial that this
demographic be addressed and integrated into the March of Dimes mission through Mamá
Sana Bebé Feliz.


Section III: Campaign Goal and Objectives

Goal:
• To create awareness of the March of Dimes mission and premature birth risks among
the young Hispanic women of Harrisonburg.

Objectives:
• To have at least 60% of our target audience identify the March of Dimes as a leading
resource for pregnant women, their infants, and families by November 2010.

• To have at least 50% of our target audience aware of the lifestyle choices that lead to
premature birth by November 2010.


Section IV: Mission Statement

March of Dimes Mission:
Our mission is to improve the health of babies by preventing birth defects, premature birth, and infant
mortality. The March of Dimes carries out this mission through programs of research, community services,
education and advocacy to save babies’ lives.

Tie-in to March of Dimes Mission:
Even though we are targeting a specific ethnic group in a specific geographical location, our campaign
exemplifies the mission of the March of Dimes. Our campaign is designed to provide young women of
childbearing age with a safe and comfortable resource during and after their pregnancy. This campaign
offers educational information, as well as encouragement to women during a crucial and exciting time
of their lives. Mamá Sana Bebé Feliz will be able to serve the Hispanic women of Harrisonburg by
providing them with resources and information that promote healthy life choices while pregnant and
ultimately result in preventing birth defects, premature birth, and infant mortality. By personalizing
the March of Dimes mission specifically for them (our campaign will be entirely in Spanish), these
women will feel more comfortable to receiving our message. Anonymity is also an important aspect
of our campaign as women can opt in to view our information, and contact the March of Dimes
chapter willingly.



Target market:

• Hispanic women ages 15-24
Explanation:

• According to the Centers for Disease Control and Prevention, in 2006, nearly 450,000
births were to mothers between the ages of 15 and 19. Hispanic young women had the
highest birth rate--three times that of white teenage women.

• According, the to National Campaign for Pregnancy, young women who have unplanned
pregnancies are more likely to lack the prenatal vitamins necessary to ensure a healthy and
full-term birth. Moreover, six in ten pregnancies to women aged 20-24 are unplanned.

• In 2008, teen pregnancies across America rose for the first time since 1991 (CNN Health)

• In Harrisonburg, the teen pregnancy rate is double that of the state average.

• The current Hispanic population of Harrisonburg is estimated at 19,866 (La Gran D)

• Virginia’s Hispanic population tripled from 152,000 in 1990 to 460,000 in 2006; 6% of the
population of the Commonwealth (La Gran D)

• According to the Virginia Employment Commission’s projections, Virginia’s Hispanic
population will double between 2006 and 2030



Analysis of Publics:
Our client expressed a desire to more effectively reach the Hispanic population of Harrisonburg. We
decided that this target group was worth investing our time into, and have provided a campaign
specifically geared toward their needs. Our research following this decision proved our target market
to be extremely important in regards to pregnancy care and premature birth. First of all, according to
the U.S. Census Bureau the Hispanic population in Harrisonburg in 2008 was 13.8% of the city’s
population. This ethnic group stands as the highest minority population in Harrisonburg. Researchers
at Yale School of Medicine found a gene, ENPP1, which is common to Hispanic women. This ENPP1
gene is linked to premature birth and low birth rate among women of this ethnicity (Yale). Whether a
baby is born prematurely or not has to do with both the genetic makeup of the mother and the
unborn child. In addition, Hispanics by culture are more concerned with the present rather than the
future. They tend to focus more on short-term needs rather than long term needs. Therefore, health
related messages must appeal to their present life. Research by the March of Dimes in 2003-2005
shows that Hispanics had a 12% preterm birth rate and by 2006, there was a significant increase in
Hispanic premature births, but relatively no change among non-Hispanic whites and black women.
Numerous factors play a role in premature births, yet some medical conditions have a larger role in
others among Hispanic women. These medical conditions include diabetes, obesity, hypertension and
intimate partner violence. Lastly, Hispanics have different belief systems when it comes to
preventative health care and medical care. Spiritual beliefs about fate and lack of individual control
over outcomes are part of the reason for this difference. Therefore, Hispanics have a higher risk for
life threatening medical conditions, such as giving birth to a preemie. All of this research supports our
campaign and the importance of reaching the Hispanic women in Harrisonburg,



A) YouTube Channel:
‘Mamá Sana Bebé Feliz’ YouTube Channel will host weekly videos that feature young Hispanic women
and men talking candidly about various topics regarding teen pregnancy. The channel will feature
three different characters:

Candace: A young, college-aged Hispanic woman from Guatemala that will talk about
how she helped two of her best friends overcome teen pregnancy and give birth to
healthy babies. Candace will offer health tips and personal stories to viewers.

Sara: An 18-year-old Hispanic woman who lives in Harrisonburg and is currently
four weeks pregnant. She will offer encouragement to women going through her
same situation and viewers will be able to see how the March of Dimes positively
affects and supports Sara’s pregnancy.

Gomez: a 22-year-old male whose younger fiancé is pregnant with their first child.
Gomez will speak to viewers offering a male’s perspective on pregnancy and how he is
preparing for the birth of his child.

The channel videos will be current, upbeat, and honest. Hispanic women will be able to watch ‘people
just like them’ go through situations ‘just like theirs’. This viral marketing tactic of mentioning March
of Dimes services will enable Hispanic women to reach out to the March of Dimes and take
advantage of their services.

Additionally, the videos will be no longer than 90 seconds and will be spoken primarily in USA
Spanish (the dialect that American born Hispanics most commonly use).

The YouTube channel is accessible through a mobile phone or any Internet connection, and will host
a variety of links to the March of Dimes Piedmont Shenandoah Division site, and other March of
Dimes resources and contact information. All of Mamá Sana Bebé Feliz tactics will refer back to the
March of Dimes and their overarching mission to ensure the birth of healthy babies.

Anyone can subscribe to the YouTube channel to receive e-mail alerts of when the channel is
updated with new videos. It can also be added to any YouTube user’s “favorites” although a viewer
does not have to have a YouTube account to view the videos.


B) SMS Marketing:
Short Message Service is a blast text messaging advertising technique that was most prominently
utilized in the Obama Campaign of 2008. The SMS text messages will be sent weekly to any person
that ‘opts in’ to receive them and in either Spanish or English. To opt in is simple, a person simply
‘texts’ Mamá Sana Bebé Feliz e-mail address (MamaSanaBebeFeliz@gmail.com) to be added to the
directory. The messages will be 160 characters and will be on relevant topics for a pregnant woman.
For example, when a woman is six months pregnant, she will receive a text message that details a
new symptom she might be experiencing. Ideally, Mamá Sana Bebé Feliz will continue and extend past
the birth of the baby, offering mothers healthy tips and encouragement post delivery. For fast and
effective delivery, KATS recommends utilizing Gizmo SMS website service. Gizmo SMS allows users
to send hundreds of text messages for free through their website.

Each text message will have a link to a mobile site that can be accessed on any mobile phone. The
mobile site will link to the March of Dimes website and to the Mamá Sana Bebé Feliz YouTube
channel for more resources. To sign up for text messages, KATS recommends distributing fliers that
advertise the free service. Local school counselors, hospitals, and Hispanic establishments (and
churches with outreach programs) will also be informed of this SMS service. A text message can
easily be passed on, and this viral marketing technique will allow the receiver to forward a message to
a friend—effectively expanding our reach.



Why Did We Choose a YouTube Channel?
• The most popular TV outlet posted on YouTube are Spanish soap operas or ‘telenovelas’
(BetweentheScreens)
• Hispanics turn to YouTube for two things: Information and Entertainment (HispanicPRWire)
123-Ingles Case Study:
• 123-Ingles.com is a YouTube channel where a Spanish professor posted videos that taught
English to Spanish speakers. 80% of his viewers were American Hispanics ranging from
dishwashers in Miami who wanted to better their English to first generation Americans who
wanted to learn more about the livelihood and experience of being American. The videos
have been reproduced over two million times boasting hundreds of positive comments and
five star evaluations. The biggest success was that people learned through video in one week
what they had not learned in five years. (HispanicPrWire)
• This example proves Hispanics are open to learning through videos
• Hispanics are proud of their heritage and culture and thus, their messages should be targeted
to reflect that.

How Will We Evaluate its Effectiveness?
• YouTube receives above 1.2 billion steams/day worldwide (Techcrunch)
o This means every person on the Internet is watching on average one You Tube video
per a day
o YouTube has 40 % of the online market share for video (Comscore)
• We will use: YouTube Insight, a free tool that allows any YouTube member to view detailed
statistics about the videos they upload
o How often videos are viewed in different geographic regions
o How popular videos are relative to all videos in that market over a given period of
time
o Lifecycle of the videos (How long does it take the video to become ‘popular’?)
o Demographics (age range) of who is watching the videos
o What countries/geographic locations the videos are popular in
o How viewers discovered the video (what location they came from)


• We will also track:
o Number of Channel Views
o Views for each Individual Video
o Channel Comments
o Individual Video Comments
o Channel Subscribers
• This will allow us to:
o Tailor marketing for campaign
o Tailor marketing for advertisers
o Improve popularity for Mamá Sana Bebé Feliz
o Create new content that appeals to target audiences
o Translate videos to different languages and styles of the Spanish language



Blast Text Messaging: Short Message Service (SMS)
• Text messages are 160 characters in length

o 20 more characters than a Twitter post

• Twice as many people text message than they do email (Sell Phone Marketing)

• The highest group of respondents to SMS advertising efforts are consumers between the ages
of 15-17 (Direct Marketing Association)

Why Did We Choose Blast Texting?
• Hispanics depend on their cells phones for more services than any other ethnic group, turning
to it for text messaging, downloading music, surfing the Internet and e-mailing. (SF Chronicle)

• HIspanics are more likely than any other ethnic group to text message, instant or picture
message, send e-mails, check the weather, get news and sports updates, and receive stock
quotes through their cell phones. (Forrester Research)

• The demographics for those Hispanics that rely on their mobile phone for this information is
lower than those that are not Hispanic. (Forrester Research)

• 59% of Hispanic adults have a cell phone, 49% use it to send and receive text messages. (Pew)

o 18% of Hispanic adults have a cell phone but do not use the Internet

o 36% of Hispanic adults neither have a cell phone nor an Internet Connection

Benefits of Blast Texting:
• Instant delivery. Messages will be sent right away and viewed as soon as the user chooses to.

• Receptive Audience. ‘Opt in marketing’ tool. Customers choose to receive these messages by
giving out their cell phone number and choosing to accept the text message when it arrives.

• Viral Marketing. If users like what messages they are receiving, they can easily forward it to
their friends and other people. This passes on the message to an audience the organization
would not have otherwise been able to reach.

• Low cost. The messages can be pre-written, and blast texted from the Internet.


• Accessibility. People are so reliant their cell phones and have them with them 24/7. Therefore,
they will always have access to their text messages

• Paperless. This is a green initiative, as the message does not require paper.

• Customizable. We can write our own campaign messages.

• Personal. All these features equate to advertising to the customer on their terms.

What It Will Do For Us:
• Increase awareness of Mamá Sana Bebé Feliz and the March of Dimes

• Generate a customer opt-in database

• Drive up attendance to March of Dimes sponsored events in Harrisonburg

• Improve customer loyalty to the March of Dimes organization

Case Study: Obama & his Texting Campaign (GigaOM)
• President Obama effectively utilized blast texting to collect millions of voter contacts and to
connect with a younger audience.

o 3.9 million people signed up for blast text messaging services (Obama)

• He used blast texting to:

o Conduct non-intrusive surveys

 Are you registered to vote?

 What zip code are you in?

o Send reminder messages about the cutoff dates for vote registration and absentee
ballots

o Invite people to campaign events in their area code

o Remind people to go out and vote on Election Day

• Praise for his campaign (Slate Magazine)

o It was the cheapest and most effective way of contacting voters via the phone
(compared to robo-call from telemarketer companies, a method previously used)


o Text messages are short: People will read short messages and have short attention
spans

o Voters who were texted on Election Day were 4% more likely to cast a ballot
(Bloomberg), which is moving the target audience into an action state of mind

How Will We Tailor Our Messages?
• Hispanics respond better to emotions and not rationale (New Media Strategies)

• Each message will consist of healthy tips and encouragement that corresponds with what a
pregnant woman is going through

o The messages are broken up in weekly segments to coincide with a woman’s stage of
pregnancy

How Will We Evaluate its Effectiveness?
• Branded messages have the capability to include a link to a mobile web page that features
additional information about the campaign and services

o All activity can be tracked via various online reporting systems to measure success

• Each message has the capability to host polls and surveys to compile important consumer data
and feedback

o Customers can also provide more in depth responses by using an e-mail address

• Track text message subscribes

• Track area codes, neighborhoods, and demographics of subscribers


Section VII: Sub-tactics
• Mobile Site

o A Mobile Site is a web site that is specifically designed for optimum performance when
viewed not on a regular computer screen but on a small mobile device such as a cell
phone, or PDA

 Regular web sites can be viewed on mobile devices but they are not a
comfortable user experience (Internet Marketing Dictionary)

o Mobile sites can be linked directly to SMS messages that are sent to cell phones, and
are free of charge through the mobile site service Mobile Site Galure

o Mamá Sana Bebé Feliz would link to its own personal mobile site that would include:

 Mamá Sana Bebé Feliz YouTube channel

 Link to the March of Dimes Virginia Chapter web site

 March of Dimes Piedmont-Shenandoah Division contact information

 Upcoming March of Dimes events in the Shenandoah Valley


• Spanish Speaking Student Intern

o The Piedmont-Shenandoah Division of the March of Dimes does not have the current
resources to add a full-time staff member to oversee this campaign project

o James Madison University Foreign Languages Department coordinates several student
internships within the Harrisonburg community, in which the student receives course
credit hours in exchange for relative work

o KATS proposes that a Spanish Major student be hired on at the March of Dimes for a
few hours a week each year to oversee the progress of this campaign and to help the
client wherever necessary

 Duties could include, but are not limited to:

• Sending out SMS messages via software

• Delivering advertisements of Mamá Sana Bebé Feliz campaign

• Updating the YouTube Channel weekly

• Interpreting voicemails or e-mails that are received

• Outreaching to the Hispanic community for event programming and
participation

 Contact for a Spanish Student Intern:

• John A. Tkac, Spanish Professor, James Madison University

• tkacja@jmu.edu


• Gmail Account

o To better track Mamá Sana Bebé Feliz e-mails and messages, KATS created a personal
Gmail Account

 MamaSanaBebeFeliz@gmail.com

o This account will help the client better organize her incoming e-mails, and be able to
personalize responses per each customer

o All YouTube and SMS messages will link back to this e-mail account to gain a sense of
consistency

o All SMS subscribers will ‘text’ their cell phone numbers to this account

 This allows the staff member to view all subscribers in one place and to
monitor the success of the SMS strategy



Printed Flier:
A brightly colored printed flier will be placed at locations in Harrisonburg where Hispanics visit. The
flier will be used to promote the Mama San Bebe Feliz campaign and the services it provides.
Someone may take the flier and pass it along to a loved one who is pregnant, thus spreading the
message in a printed manner. The printed flier will target the entire Hispanic community, and not
just Hispanic teens, in order to “pass along” the message. As the campaign expands, more places for
the flier may be added.

• Hispanic Outlets in Harrisonburg, Virginia
o Skyline Literacy Language Instruction:
o 975 South High Street
o New Bridges Immigration Center:
o The Health Department:
o 110 North Mason Street
o Rockingham Memorial Hospital:
o 35 Cantrell Avenue
o Big Brothers, Big Sisters of Harrisonburg/Rockingham:
o 225 North High Street
o Our Community Place:
o 17 East Johnson Street
o The Boys and Girls Club of Harrisonburg:
o 620 Simms Avenue
o Harrisonburg High School (in nurse’s office, guidance counselor’s office, 4T program):
o 1001 Garbers Church Road
o Raguel Tienda Grocery:
o 620 Hawkins Street
o BBB Supermarket:
o El Dorado Mexican American Grocery:
o 3432 North Valley Pike
o Mi Mercadito Grocery:
o 250 Poplar Circle
o La Flor De Mexico:
o 1171 South High
o Alianzo Hispanic Outreach at Covenant Presbyterian:
o 546 West Mosby Road
o Blessed Sacrament Catholic Church:
o 154 North Main Street

Instructions on how to participate in the campaign will be clearly printed on the front of the flier, and
more detailed information on the back of the flier. The suggested size for the flier is a half sheet
(4.25 x 5.5 inches, vertical), printed on glossy cardstock. The benefit of this design is that is appeals
to a wider range of people and appears to be a fun and welcoming message. This puts the focus on
the message and the campaign’s opportunities and not on the fact that the teenager is pregnant—
reinforcing the anonymity of this campaign.



Printed Flier (front):



Printed Flier (back):



PSA Announcement:
To further inform Harrisonburg Hispanics about our campaign, we chose to utilize a Public Service
Announcement to be played at La Grand D Radio station, free of charge. La Gran D reaches the
Shenandoah Valley’s Hispanic population. PSAs are messages aired by radio (and some television
stations) that inform the public about a public service provided by a non-profit organization (i.e. The
March of Dimes). Radio PSAs create greater awareness because of the number of people who tune in
to La Grand D while driving, in the office, working at home, or even working in their front yard on
the weekends. PSAs range from 10-60 seconds long.

KATS proposes to air a PSA between the hours of 3-6pm Monday-Friday because this is the time that
our target audience is most likely to listen to La Gran D—after school and just before dinner. La
Gran D radio is personality driven and features popular Mexican regional music. Hispanics love radio
and listen an average of 3 hours and 11 minutes a day. Most significantly, they perceive commercials
as a positive source of information (La Gran D). The two highest age groups that listen to the station
are between the ages of 18 and 24 and 25 and 34—directly targeting our market.

La Gran D Radio Contact:
Carol Quintero
105.1 FM
PO Box 752
Harrisonburg VA 22803
540-437-2353


PSA Script #1: INFORM
Young Spanish Woman: Are you pregnant or know someone who is? Visit Youtube.com/
MamaSanaBebeFeliz the new YouTube channel specifically for pregnant women and their families.
Here you’ll find resources, weekly video blogs and tips on how to get through your pregnancy and
have a healthy baby. Pregnancy can be a hard thing to go through alone, and Mama Sana Bebe Feliz
connects you to other locals who are experiencing the same thing. You can even sign up for our text
messaging service that includes health tips on how to ensure good health for you and your baby. For
a healthy mom calls for a happy baby! Mama Sana Bebe Feliz is sponsored by the March of Dimes
Shenandoah Valley chapter. Call 540-434-7789 to talk to a March of Dimes representative.

PSA Script #2: RELATE
Young Spanish Teenager: I am a Hispanic woman. I am 16 years old. And I am pregnant. I felt totally
alone when I found out I was expecting my first child, but that’s when I turned to Mama Sana Bebe
Feliz. I visited their YouTube channel and watched weekly videos that talked about how I would be
feeling, what sorts of foods I should be eating and they even offered me healthy tips to make sure I
was taking good care of myself and my baby. I wanted the best for my baby, and Mama Sana Bebe Feliz
helped me do that

[baby laughs in background]

Now, I am a proud mother to Carolina who was born 7 pounds and 8 ounces and with tons of black
hair! Thank you Mama Sana Bebe Feliz for helping me care for my baby girl.

Older Woman: Are you pregnant or know someone who is? Visit Youtube.com/MamaSanaBebeFeliz.
You can even sign up for our text messaging service or contact us at the March of Dimes,
Shenandoah Valley at (540) 434-7789.



Design:
The design is meant to be bold, memorable, and eye-catching. The chosen colors of this campaign
are red, yellow and orange.

MamÁ Sana
Bebé Feliz



Suggested Colors:

Red Yellow Orange
R: 217 R: 234 R: 242
G: 37 G: 232 G: 99
B: 44 B: 84 B: 34



Suggested Fonts:
Mama Sana Bebe Feliz design: “Lithos Pro Black”:

Abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

All other text: “Gill Sans”:

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ


Section IX: Budget

Program Unit Cost Quantity Total Cost

YouTube Channel $0/per subscriber weekly $0

SMS Marketing $0/per message weekly $0
GizmoSMS

*Standard Text Messaging Rates apply to receiver

Chapter Intern Class Credit as needed $0

Fliers $0.49 per/sheet 500 $249
Glossy cardstock

$0 per/sheet 500 $0 (Sponsored)

PSA $0 2x daily $0
La Gran D 3-6 pm

Mobile Site $0 per selected texts $0
Mobilesitegalure.com

Gmail Account $0 1 account $0


Section X: Evaluation

Evaluation for the overall Mamá Sana Bebé Feliz campaign for the March of Dimes Piedmont-
Shenandoah Division will be evaluated by increased attendance of Hispanics at March of Dimes events
(such as the annual March for Babies), increased donations to the organization, and increased traffic
both in the Harrisonburg office and on the regional level. Individual tactics (YouTube channel and
SMS) will be evaluated using specific tools noted on the tactics pages.


Section XI: Appendix

A) Memos:

TO: Mary Knapp, Division Director

FROM: Steph Synoracki (synorasm@jmu.edu)

Others in Attendance: Anne Blessing, Tim O’Keefe, Kelsey Schum

RE: March of Dimes campaign

Mary,
Thank you for taking the time to meet with us and share your knowledge of the March of Dimes and
what you hope to achieve through this campaign. After the presentation and discussion session, these
are the key points that we heard:
 Target audience is primarily tweens and teens, especially local Latino and African-American
groups
 Campaign should focus on education among communities at risk and awareness of the services
March of Dimes provides as well as the impact of the decisions tweens and teens make now
 March of Dimes is for all babies (not just those who are ill)
 March of Dimes does not pay for advertising, therefore a zero budget campaign is required
(creatively using community partners for printing and other advertising needs)
 Community partners are an important part of relaying the March of Dimes message to target
publics
 How March of Dimes develops relationships in the community is one way to measure success;
but researching metrics available to organizations will also be important
 The campaign should have a time frame of approximately one year and two months, or Nov.
2010; November is National Prematurity Month
If there is anything we misunderstood, please let us know. We look forward to our next meeting.
Thank you.
Sincerely,

Steph (Group 1)





RE: Conference Report- Strategy and Planning

Mary,

Thank you for taking time out of your busy day to meet with us again. After your approval of our

goals/objectives and discussing our target population in more detail and your insight on where to go

from here, these are the key points from our meeting:

• Your division of the March of Dimes does not have much previous experience with the
Hispanic/Latino population
• You have partnered with high school clubs such as FBLA, FCCLA, Neo-Clubs and Key Clubs,
which all have a “children first” vision
• Harrisonburg High School has its own Spanish interpreter who may be an excellent resource;
also First Standing broadcasting
• The Hispanic/Latino population in Harrisonburg, Va is 13.8% (the largest minority group);
language barriers are a big concern
• Research shows that Hispanic’s and Latino’s don’t believe in preventive care partially because
of spiritual beliefs about their lack of control over an outcome
• Research has also shown that there is a gene (ENPP1) linked to premature birth among
Hispanic women
• Hispanics are more concerned with the present rather then the future, which leads to another
reason they don’t believe in preventive care—message needs to appeal in their present and
immediate life

We are in the process of researching local and national resources (radio, newspapers, TV, etc.) for the

Hispanic/Latino population, as well as developing our strategy and possible tactics based on what our

research shows. We will be in touch shortly with further research and our communication methods.

Thank you again for meeting with us.

Sincerely,

Steph Synoracki (Group 1)





RE: Conference Report- Update 1

Mary,

I would like to provide you with a brief update of our progress and strategic plan. We have set up a

meeting with Carol from La Gran D for next week. At this meeting we will discuss how the radio

station markets to the Hispanic/Latino population and receive information on the Hispanic/Latino

listeners of La Gran D. The university’s current SGA President is of Hispanic background and works

with the Spanish Club at Harrisonburg High School. We have developed a short informational survey

to hand out to this group of high school students. We have begun investigating possible tactics to carry

out our strategic advertising plan. Research has shown that texting is popular among Hispanic/Latino

teenagers and the ethnicity in general. Research also shows that many individuals of that ethnicity

utilize YouTube for information and enjoyment. We plan to use both of these outlets to achieve our

goal and objectives.

Goal:
 To create awareness of the March of Dimes mission and premature birth risks among
the Hispanic and Latino community of Harrisonburg.

Objectives:
 To have our target audience identify the March of Dimes as a leading resource for
pregnant women, their infants and families by November 2010.
 To have 70% of our target audience aware of the lifestyle choices that lead to premature
birth by November 2010.

We will provide you with an update after our meeting with Carol and on any further developments.

Sincerely,






RE: Update 2

Mary,

As mentioned in our previous memo, we had planned to meet with Carol Quintero from La Gran D.

Last week we met with Carol at the station and discussed the Hispanic/Latino culture and the

population in Harrisonburg. I just wanted to provide you with a brief synopsis of the meeting.

 La Gran D’s listener base reaches a coverage area of 600 watts and 20,000 individuals

 La Gran D is the only Spanish station in Harrisonburg, no competition

 In small towns, Hispanics are shy to call in because others may recognize their voice

 Hispanics are not bothered by ads; they want to feel the “I’m your buddy” sentiment

 Non-profits have used La Gran D as an effective resource, special deals exist for non-profits

 La Gran D reaches mostly adult Hispanics/Latinos (parents of teens); pass messages along

 Teens are listening, calling in and sharing stories (after 3pm)

 Many sponsorship opportunities are available for non-profits through the station

 Hispanic/Latino population in Harrisonburg is diverse (richpoor and educatednot

educated); agriculture aspect of the city brought about these ethnic groups

Goal:
 To create awareness of the March of Dimes mission and premature birth risks among
the Hispanic and Latino community of Harrisonburg.

Objectives:
 To have our target audience identify the March of Dimes as a leading resource for
pregnant women, their infants and families by November 2010.


 To have 70% of our target audience aware of the lifestyle choices that lead to premature
birth by November 2010.

We are currently working on further developing our tactics and putting them into action. We will

provide you with an update of our progress next week.

Sincerely,




B) Information Survey Responses:
• Used to survey Hispanic teens

1) Where do you get information? (Internet, newspaper, TV, etc.)
I get information from the Internet

2) Who’s opinion do you trust the most? (parent, sibling, peer, teacher, etc.)
I trust my mom’s opinion, but I also trust some of my older friends opinions

3) Do you have access to the Internet? How often do you go on the Internet? Do you use social
media? (Myspace, Facebook, YouTube, etc.)
Yes, I do have access to Internet and I use it almost everyday. I also do use social media.

4) Do you text? Would you say texting is a popular form of communication among you and your
friends?
I do text and yes I do say texting is a popular way of communication among me and my friends.

5) What radio stations, TV stations do you listen to?
I don't really listen to the radio but when I do I listen to a hispanic radio station and i watch almost all hispanic station.
_________________________________________________________________

internet and tv

sibling

yes about 5 times a day and yes

friends?
yes, i think it is a popular form of communicating among friends

99.1,87.7, 99.5
_____________________________________________________________________

The Internet

Some times parent but mostly peer

Yes!!! Once a week! I use Youtube and Myspace!!


friends?
Yes! Yes i would say texting is a popular way of communicating with me and my friends.

La Preciosa

I get information from the TV and Internet

Parent

Yes twice a weak for social media (Facebook) and YouTube I go in 5 times a week

friends?
Yes I text. Yes I would say that texting is a popular form of communication among you and your friends because that the
21st century style.

I listen the TV station of Dish Channel



C) Week-by-Week Text Messages:
• Scripts for the SMS service tactic
• Each message ends with a link to the mobile website

WEEK MESSAGE
1 Start off healthy! Eat fruits & veggies and stop
smoking & drinking alcohol. Plan a Dr. Appt too
2 Exercise on a regular basis—only 30 min. a day
helps keep your <3 healthy
3 Spotting or bleeding is normal. See your Dr. if
you think your pain is abnormal.
4 You will notice fatigue, mood swings & soreness
this week. Use a heating pad and rest your feet.
5 You are eating for 2! Avoid nausea and eat 5
small meals a day & healthy snacks
6 Baby’s organs are developing! Avoid hair
coloring/perms. Listen for heartbeat
7 Baby is size of grain of rice. Call SWHC for
OBGYN appt 438-1314
8 Your hormones are increasing, breakouts are
normal! Cleanse face daily and drink H20
9 Use a supportive bra as body changes. Take
prenatal vitamins to prepare for baby!
10 Talk out fears/anxieties w/ a friend. It will help
you think clearly. Baby’s wrist & knee forming
11 Congrats! Baby is now a fetus and 2” long. Sleep
at least 8 hrs/night to rest up for baby
12 Uterus will shift up & down, less bathroom
breaks for you! Keep your Dr. updated
13 Dr. can tell you sex of baby! Stretch every
morning to ease abdominal pain


14 Increase your fiber, bowel muscles are slow this
week. Try Fiber1 bars or eating prunes.
15 See your Dr for an ultrasound! Hear baby’s
heartbeat. Keep a healthy diet
16 Baby will start moving this wk. You might get a
nosebleed, keep tissues in your purse.
17 5-10 lb weight gain is normal this week. Keep
track of your weight, and keep eating protein
18 Dizzy? Your blood pressure is high. Take breaks
and rest your feet often.
19 Your skin might be itchy or blotchy. Apply
Vaseline and lotion every night.
20 Halfway there! You will feel your baby move.
Make your 2nd ultrasound appt.
21 Check your emotions. Are you feeling excited or
sad? Email us if you want to talk to someone!
22 Wear low heeled shoes as extra weight takes a
toll on your back.
23 Body is preparing for breastfeeding. Fluid links
won’t impact your ability. Wear support bras.
24 Test Gluclose Tolerance for Gestational diabetes.
Ask Dr. how.
25 If you feel contractions or pelvic pressure every
10 min, tell your Dr.
26 You need 300 extra calories a day now! Eat
peanuts, granola, or yogurt for healthy snack
27 Shortness of breath is common. Keep taking your
pregnancy hormones to ensure health
28 Your baby can breathe now! Talk to your baby a
lot as they can recognize your voice this week
29 Take TUMS, avoid caffeine to resist heartburn.
Indigestion is common! A Dr. can help if its


painful
30 Try a full body pillow if you are having trouble
sleeping. Or rest in a recliner chair!
31 You need more calcium as your baby’s bones are
stronger. Take supplements, and drink milk
32 Visit a Dr every 2 weeks now. Hair on your
baby’s head is growing!
33 You’ll gain a lb/week. Pre-eclampsia can develop.
If you have sudden swelling, call Dr!
34 Braxton Hicks contractions are painless and non-
rhythmical. They’re preparing your body
35 Check your cervix for dilation. You are fully
dilated at 10 cm. Baby is 5 lbs!
36 Consume 2400 calories a day. Get tested for
Group B Strep. Take a tour of the hospital
37 You may need a C Section if baby is in diff.
position. Plan birth w/ Dr
38 Pack a hospital bag for the big day! True
contractions start @ uterus and spread down.
39 Uterus is pushing on bladder, be near a
bathroom. Baby’s almost here!
40 If baby is post due, ask DR about inducing labor.
Baby is 7.5 lbs now.



D) KATS Staff:
A look at who will be specifically working on this campaign

KELSEY SCHUM is a senior SMAD and Communication Studies double major at
James Madison University. She is concentrating her studies on corporate
communication and public relations. On campus, Kelsey served as a Vice
President of the Panhellenic Association, and is also a member in the PRSSA
chapter. Kelsey has worked with the University of Virginia Communications
Department, and at Oticon as a Media Relations Specialist where she developed
bi-weekly podcasts for the company’s distance learning initiatives.

ANNE BLESSING is a senior SMAD corporate communication major, and Studio
Art minor at James Madison University. Anne’s leadership experience includes being
president of the Panhellenic Association, and serving as the founder of the Be
Beautiful Campaign, a self-confidence campaign for women. Anne worked at
Seigenthaler Public Relations where she developed social media strategies and at
Madison Union Scheduling where she coordinated university events.

TIM O’KEEFE is a senior Interactive Media SMAD major and Political Communication
minor. Tim has experience in HTML, Flash CS4, and the Adobe Creative Suite
software packages. He worked at the Religion and Ethics New Weekly broadcast at
PBS, and at BBC World News where he served as an intern. Currently, Tim holds a
position in the James Madison University office of Public Affairs.

STEPH SYNORACKI is a senior SMAD corporate communication major with two
minors in Studio Art and Health Communication. Steph worked at the Greater
Lehigh Valley area Red Cross Association in the Public Relations & Communications
department. Currently, Steph interns at Rockingham Memorial Hospital in the
Marketing and Planning Department. Steph has expertise in the Adobe Creative
Suite and social media applications.


E) Links:
• Gmail: MamaSanaBebeFeliz@gmail.com
o Password: Harrisonburg
• YouTube: http://www.youtube.com/MamaSanaBebeFeliz
o Password: Harrisonburg
• KATS Advertising Wiki: http://kats-advertising.wikispaces.com/
• March of Dimes Virginia Chapter site: http://www.marchofdimes.com/virginia/
• La Gran D Radio Station: http://www.radiolagrande.com/
• Gizmo SMS: http://gizmosms.com/
• Mobile Site Galore: http://mobilesitegalore.com/index.html


MamÁ Sana Bebé Feliz

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