My USF Honors College thesis. It is a proposed, innovative advertising/marketing campaign for the Shriners Hospitals for Children - Tampa, designed to build USF Tampa student awareness of the hospital on campus and raise funds.

1. A Proposed Advertising/
+ Marketing Campaign for the
Shriners Hospitals for
Children - Tampa
Honors Thesis: Spring 2011 - Fall 2011
Laura Setter

2. “Never doubt that a small group of committed
people can change the world. Indeed, it is the
only thing that ever has.”

3. Table of ConTenTs
Executive Summary................................................02
Business Category Information...........................03
Current Brand Positioning....................................04
Competitive Analysis.............................................05
Target Audience Profile.........................................10
Proposals
Positioning & USP........................................16
Brand Manifesto..........................................17
Messaging Strategy.....................................18
Objectives.....................................................19
Shriners + U Campaign Overview............20
Media Selections & Tactics........................21
Example Executions
Bus Benches..................................................23
Newspaper - Oracle.....................................25
Appendix..................................................................26
01

4. Executive
Summary
Executive Summary
The main communication problem Shriners Hospitals for Based on the research and objectives the message
Children - Tampa is encountering is that most USF students strategy of this campaign will focus first on informing the
are unaware that the hospital exists on the USF campus, or USF Tampa students that there is a Shriners hospital on our
that it offers excellent volunteer opportunities. The campus campus, and secondly that the hospital could use our help
is so large and fragmented that students never visit the as students.
Shriners - Tampa area. The main idea of this campaign is “Shriners + U”
The first objective of this campaign is to increase (pronounced “Shriners and you”). The goal of this campaign
awareness among USF Tampa students that the Shriners is to connect the Shriners hospital to USF in the minds of
Hospitals for Children - Tampa is located on the USF Tampa USF Tampa students.
campus. The second objective is to create interest in My research also suggests that USF Tampa students are
Shriners Hospital for Children - Tampa’s mission and heavy users of social networks, and “creators” of digital/
values, which will result in an increase in volunteer efforts social content.
by the USF Tampa students. This campaign will use that to its advantage by asking
My research suggests the majority of USF students feel USF Tampa students to create digital/social content to raise
personally responsible for making the world a better place, funds for the Shriners Hospital on our campus.
and they pay more attention when solicited by a company
with a deep commitment to a good cause.
02

5. Business
Category
Information
Product Category
Shriners Hospitals for Children-Tampa is one of 22 What has been hurting a lot of the local nonprofit
non-profit hospitals that specialize in pediatric specialty hospitals is that they do “everything for everyone.” This
care and orthopedics, including: various bone and muscle kind of mentality causes those hospitals costs to dramatically
problems such as cerebral palsy, scoliosis, and other limb increase because their employees must be professionally
and growth problems.1 The main difference between trained and have the proper equipment in a wide range of
Shriners and other non-profit hospitals is that it treat its areas in health care. The one thing that Shriners can use to
patients absolutely free of charge. This allows for a unique its advantage is that its hospitals are specialized in one or
perspective for the USF Shriners campaign. two services per hospital. This allows for Shriners to cut
Currently, 77% of the 2,033 U.S. nonprofit hospitals are down on many costs that other hospitals have to spend
not profitable.2 Times are especially rough on those the majority of their funds on.5 Shriners Hospital needs to
hospitals that treat patients who are uninsured.3 This has promote awareness and fundraising in order to survive and
caused for a dramatic rise in Medicare costs, and since surpass all the economical problems that nonprofit
nonprofit hospitals get a rather large tax break, it is hospitals are facing in the current economy.6
causing for our economy to suffer.4
1
Cabalo, Jesus. “The Tampa Shriners Childrens Hospital.” Sahib Shriners Home Page. 7 May 2010. Web. 26 Feb. 2011. <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 Feb. 2011. <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 Feb. 2011. <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 Feb. 2011. <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, Technol-
ogy & Global Headline News. 31 Mar. 2009. Web. 27 Feb. 2011. <http://www.forbes.com /2009/03/30/hospitals-healthcare-disruption-leadership-clayton-christensen-
strategy-innovation.html>. 03
6
Deemas, Beth Anne. “Shriners Campaign Brief.” 5 Oct. 2010. Speech.

6. Current Brand
Positioning
Brand
Shriners International is a fraternity based on fun, viewed as patients, but instead are viewed and treated like
fellowship and the Masonic principles of brotherly love, family.
relief and truth.7 The Masonic Shriners’ red fez and The most impressive part of Shriners-Tampa is that 91-
mini-scooter parades are the goofy side to their serious 93% of all the funds raised and/or donated goes directly to
support of the Shriners Hospitals For Children.8 The one the children or research.11 The majority of Shriners
thing that the Shriners make sure of is that “Everything Hospitals for Children’s effort is aimed simply at
is for the children.9” From the exam rooms, to the type of maintaining all 22 hospitals.
flooring and colors of the walls, there is an overarching This could explain why USF students are currently
theme within these hospitals that everything truly is done unaware of the hospital. There simlpy haven’t been any
for the children.10 messages out there about the hospital and its mission on
The Shriners Hospitals for Children- Tampa is also very our campus because the hospital does not have a budget
proud of its family-like atmosphere, where ‘patients’ aren’t for advertising.
7
“Home - Shriners International.” Shriners - Welcome. 24 Feb. 2010. Web. 19 Feb. 2011. <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 Feb. 2011. <http://www.answers.com/ topic/shriners-hospitals-for-children.>.
9
Frantom, Frank. “Shriners Hospital Tour.” Personal interview. 16 Oct. 2010.
10
Frantom, Frank. “Shriners Hospital Tour.” Personal interview. 16 Oct. 2010.
11
Deemas, Beth Anne. “Shriners Campaign Brief.” 5 Oct. 2010. Speech.
04

7. Competitive
Analysis
Competitors
The main competitors for volunteering, fundraising and
awareness are Moffitt Cancer Center and Metropolitan
Ministries.12 While, both offer different services than
14
Shriners - Tampa, they are competitors in the sense that
they currently hold the top of mind position for charitable
causes in the local area, and have the most sought after
positions in volunteering within the USF student
community.13
15
12
“CLCE: Volunteer USF.” Center for Leadership & Civic Engagement. 2010. Web. 27 Jan. 2011. <http://leadandserve.usf.edu/servevolunteer.php>.
13
“CLCE: Volunteer USF.” Center for Leadership & Civic Engagement. 2010. Web. 27 Jan. 2011. <http://leadandserve.usf.edu/servevolunteer.php>.
14
“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. 2011. <http://www.moffitt.org/>.
15
“Metropolitan Ministries Logo.” Metropolitan Ministries - Helping Tampa Bay. Web. 28 Nov. 2011. <http://www.metromin.org/>.
05

8. Competitive
Analysis
Moffitt Cancer Center
Communication messages for Moffitt Cancer Center try to educational, motivating, and inspirational.19 The tagline of
convince people already highly involved within the community Moffitt Cancer Center is “Total Cancer Care.”20
that supporting a leading cancer research hospital through Current positioning and strategies of Moffitt Cancer
community service and donations will help advance cures Center include the Miles for Moffitt race held in the spring
and means of prevention.16 Moffitt Cancer Center on the University of South Florida campus.21 In terms of
supports this claim by showing how fund raising and the current project this analysis suggests that Shriners
volunteering directly affect advancements that have been Children’s Hospital should make a larger effort in
accomplished in cancer research.17 promoting how the hospital is changing the children’s lives
The brand character of Moffitt Cancer Center is the and that fund raising events such as a race, like the Miles
“leader in scientific discovery” and this translates into for Moffitt, could definitely be something that Shriners
compassionate care, cures, and prevention of cancer for could create for itself.
our community and the world.18
The message tone of Moffitt Cancer Center is
16
“Connect With Us.” Children’s Hospital Los Angeles. Jan.-Feb. 2010. Web. 11 Jan. 2011. <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>.
17
Walewski, Nicole. “Moffitt Cancer Center - Total Cancer Care.” Moffitt Campaign: Total Cancer Care. 2009. Web. 9 Jan. 2011. <http://www.coroflot.com/nicole
_walewski/Print-Ads/8>.
18
“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 Jan. 2011. <http://www.moffitt.org>.
19
Walewski, Nicole. “Moffitt Cancer Center - Total Cancer Care.” Moffitt Campaign: Total Cancer Care. 2009. Web. 9 Jan. 2011. <http://www.coroflot.com/nicole
_walewski/Print-Ads/8>.
20
“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 Jan. 2011. <http://www.
moffitt.org /site.aspx?spid=54A14FA0FD654729A5D617402FBBACDA&ForwardFrom=EDB6E253685745BDB8D071B6C45DBD1C&ForwardFrom=5EAD8CB0
06 D32541ACA03E11380ECF3146>.
21
“Miles for Mofftt at the University of South Florida.” Florida Bank’s Miles of Moffitt. 2006. Web. Jan. 2011. <http://www.milesformoffitt.com/>.

9. Competitive
Analysis
Moffitt Cancer Center
Advertising Examples
Magazine Ad - Full Page, Full Color Internet Banner Ad
23
Internet Banner Ad Promotional T-Shirt
23
24
22
Moffitt Cancer Center. Advertisement. Cancer Centers - Cancer Hospital & Treatment Center - H. Lee Moffitt Cancer Center & Research Institute Cancer Hospitals -
22
H. Lee Moffitt Cancer Center & Research Institute. Web. 28 Jan. 2011. <http://www.moffitt.org/>.
Moffitt Cancer Center. Advertisement. Cancer Centers - Cancer Hospital & Treatment Center - H. Lee Moffitt Cancer Center & Research Institute Cancer Hospitals -
23
H. Lee Moffitt Cancer Center & Research Institute. Web. 28 Jan. 2011. <http://www.moffitt.org/>. 07
24
“Miles for Moffitt Logo.” Miles for Moffitt at the University of South Florida. 2006. Web. 28 Jan. 2011. <http://www.milesformoffitt.com/>.

10. Competitive
Analysis
Metropolitan Ministries
Communication messages for Metropolitan Ministries try to The tagline of Metropolitan Ministries is “Hope Lives
persuade people to donate food, money, or even volunteer Here.”29 Current positioning and tactics of Metropolitan
services to help the organization be more successful.25 Ministries are stating it is one of America’s most effective
Metropolitan Ministries supports this claim by faithfully and innovative caregivers to the homeless.30
reaching out to poor, hungry and homeless men, women In terms of the current project, this analysis suggests
and children in their time of need — providing life-changing that Shriners should take a more promotional approach,
26
answers and the proper motivation to get to a better place. the way Metropolitan Ministries has done. Metropolitan
The brand character of Metropolitan Ministries is to alleviate Ministries advertises its accomplishments and really
suffering, promote dignity and instill self-sufficiency...as an focuses on the fact that the majority of the work is done by
expression of the ongoing ministry of Jesus Christ.27 volunteers. It knows how to truly show what the volunteers
The message tone of Metropolitan Ministries is spiritual can do for others. This is an approach Shriners - Tampa
and motivational.28 should take into consideration.
25
26
“Who We Are.” Metropolitan Ministries. 2008. Web. Jan. 2011. <http://www.metromin.org/whoweare.aspx>.
“What We do.” Metropolitan Ministries. 2008. Web. Jan. 2011. <http://www.metromin.org/whoweare.aspx>.
27
“Mission and Vision Statements.” Metropolitan Ministries - Helping Tampa Bay. 2008. Web. 28 Jan. 2011. <http://www.metromin.org/whoweare/missionvisionguid-
ingvalues.aspx>.
28
“Welcome.” About: Earn Your Wings. Metropolitan Ministries. Web. Jan. 2011. <http://www.metromin.org/about-earnyourwings>.
29
Metropolitan Ministries - Helping Tampa Bay. 2009. Web. 28 Jan. 2011. <http://www.metromin.org/>.
08 30
Fitzgerald, John. “Giving.” Giving:: Metropolitan Ministries. NCH, 3 Apr. 2010. Web. 10 Feb. 2011. <http://www.metromin.org/giving>.

11. Competitive
Analysis
Metropolitan Ministries
Advertising Examples
Direct Mail Christmas Postcard
Internet Banner Ad
32
Internet Banner Ad Promotional Pin
31
Direct Mail Envelop Design
34
33
31
31
Advertisement. Metropolitan Ministries - Helping Tampa Bay. Web. 28 Jan. 2011. <http://www.metromin.org/news/mediaresources.aspx>.
32
Advertisement. Metropolitan Ministries - Helping Tampa Bay. Web. 28 Jan. 2011. <http://www.metromin.org/>.
33
Advertisement. Metropolitan Ministries - Helping Tampa Bay. Web. 28 Jan. 2011. <http://www.metromin.org/>. 09
34
“Seminole Hard Rock Why Hunger Charity Event.” What’s Up Tampa Bay. Web. 28 Jan. 2011. <http://whatsuptampabay.blogspot.com/>.

12. Target
Audience
Profile
Target Audience Profile
This campaign targets the Tampa USF college community,
specifically USF college students who are enrolled at the
Tampa campus. I chose to solely target USF Tampa college
students in this campaign because the students are the
largest population on campus, and the objective is to raise
awareness and interest in the Shriners mission on campus.
I have the largest probability of meeting that objective by
targeting the largest population.
10

13. Target
Audience
Profile
USF Student Demographics USF Student Psychographics
The majority of the USF Tampa community population While USF college students are from a variety of different
is made up of students. USF Tampa has a student popula- backgrounds and have a variety of different experiences, it
tion of 40,486, as compared to a faculty and staff popula- is possible to identify general commonalities among them.
tion of 14,952.35 According to the USF System Fact Book On average college students spend 13 hours a week
2010/2011, about 60% of the student population is female preparing for and participating in class, 3.5 hours a week on
and about 40% is male.36 The average age of undergraduate campus not preparing for class, 5 hours a week participat-
students is 23 while the average age of graduate students ing in co-curricular activities, and 12 hours a week relaxing
is 33.36 and socializing.37 Ultimately, the goal of this campaign is to
It is important to note that most USF students are just reach USF students during those 3.5 free hours on campus,
becoming adults. USF is their first taste of independence, and convert some of that time, and some of the 12 hours
and their first real taste of responsibility. College is the relaxing, into time spent volunteering or raising funds.
time when students leave childhood and become adults. On a national level, 80% of fraternity and sorority members
In effect, college students (the primary target) have more participate in fundraising events compared with only 43% of
in common with the children being treated at the Shriners non-Greek members, and 60% of seniors and 37% of first-year
Hospitals for Children - Tampa than the faculty and staff at students do community service or volunteer work.37 This
the university. This is another reason to solely target means that it is advantageous to target fraternity and sorority
students. members and seniors because they are more likely to participate.
35
“STUDENT HEADCOUNT.” USF INFOCENTER. USF, 2010. Web. 18 Jan. 2011. <http://usfweb3.usf.edu/infocenter/?silverheader=&report_
category=STU&report_type=SMAJS&reportid=64828>.
36
USF. Pocket Facts. Tampa: USF, 2010. USF Pocket Facts 2010. Web. 15 Jan. 2011. <http://www.usf.edu/pdfs/USF_PocketFacts.pdf)> 11
USF. Tampa: USF, 2004. Student Engagement. 2004. Web. 11 Jan. 2011. <http://nsse.iub.edu/2004_annual_report/pdf/annual_report.pdf>.
37

14. Target
Audience
Profile
USF Student Psychographics Continued
Most USF students are Millennials, born between 1979 This research indicates that students will be more likely
and 2001. The majority of Millennials (61%) feel person- to pay attention to our message because Shriners
ally responsible for making a difference in the world.38 Hospitals for Children - Tampa is deeply committed to
Nearly eight out of ten want to work for a company that helping children and their families. If Shriners - Tampa can
cares about how it contributes to society.38 Millennials are engage and communicate with the USF students a group of
a civic-minded generation; they believe it is their responsibility brand ambassadors will emerge from those students who
to make the world a better place, and 78% of Millennials believe in Shriners cause. The research also suggests that
believe that companies have a responsibility to join them nearly 80% of USF students will be more likely to want to
in this effort.38 “An overwhelming 74% surveyed indicate work with Shriners because Shriners cares about its impact
they are more likely to pay attention to a company’s overall on the lives of children.
messages when they see that the company has a deep
commitment to a cause.”38 Millennials say they are
prepared to reward or punish a company based on its
commitment to social causes.38
38
“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 March. 2011. <http://www.causemarketingforum.com/page.asp?ID=473>.
12

15. Target
Audience
Profile
USF Student Psychographics Continued
College students want to make the world a better place, A common belief among college students is “Everyone
but we can also assume that because they are in college deserves to have their say.”40 According to New York-based
they want to improve themselves. Volunteering has been market research firm, the Zandl Group, “There’s a sense
shown to aid in developing professional skills, skills that that everyone can be a star. It’s very populist. Talk shows,
are necessary for professional success after graduation. In reality TV and the Internet have created a mindset in which
a study by Markitects, Inc. titled How Volunteerism Shapes every voice gets an equal hearing.”40
Professional Success, “Eighty-three percent of participants For college students: getting heard, having a say, and
reported that they acquired, improved or developed their becoming well known, is not only easy, it seems almost
leadership skills due to volunteer participation, while natural. College students can create their own web sites,
seventy-eight percent reported improvement in their com- make movies with their own web cams or digital cameras;
munications skills.”39 or even be on television. It is common to post thoughts,
Volunteering for Shriners will not only allow students pictures and writings online.40 This is an important insight
to be part of a good cause, but it will also build valuable to consider when planning social and digital media
skills that will aid them in their professional careers. placements.
39
“How Volunteerism Shapes Professional Success.” Markitects, Inc. <http://cdn.volunteermatch.org/www/corporations/resources/docs/How_Volunteerism_Shapes_
Professional_Success.pdf>.
American Demographics. “Getting Inside Gen Y - Generation Y - Statistical Data Included - Page 5 | American Demographics.” Find Articles at BNET | News
13
40
Articles, Magazine Back Issues & Reference Articles on All Topics. 2001. Web. 27 March. 2011. <http://findarticles.com/p/articles/mi_m4021/is_2001_Sept_1/
ai_78426787/pg_5/?tag=content;col1>.

16. Target
Audience
Profile
USF Student Psychographics Continued
In this digital age it is also important to consider where
USF students are on the “Social Technographics Ladder”41
when planning a marketing campaign to reach them.
According to Fig 3-4 from “Groundswell” USF students,
or at least the age group USF students fall into, are 110%
more likely to be “creators” on the ladder than the average
U.S. adult, and 135% more likely to be “joiners.” This means
that USF students are more likely to upload/publish
content online, and maintain/visit a profile on a social
networking site. This insight will play an integral role in the
overall Shriners + U campaign.
41
Bernoff, Josh & Li, Charlene. “Groundswell:winning in a world transformed by social technologies.” Harvard Business Review Press.
Boston, Massachusetts. 2011.
14

17. Target
Audience
Profile
USF Student Psychographics Continued
I also completed a small survey, with 24 USF students of
various ages from 18-39. This survey was not randomly
sampled, or sanctioned by the IRB, so the results could not
be extrapolated to the entire USF student population.
However my findings are still enlightening for the campaign.
I found that 18 of my respondants (75%) had heard of
the Shriners fraternity, but when questioned further 17
respondants (71%) could not recall anything in particular
about the fraternity.
I also found that 20 (83%) of my respondants had heard
of the Shriners Hospitals for Children, but only 8 (33%)
knew that there was a Shriners hospital on campus. Those
that did know cited either their major, (i.e. nursing or
medical) or a friend who was a patient in the past, as the
reason they knew about the hospital on campus.
41
Bernoff, Josh & Li, Charlene. “Groundswell:winning in a world transformed by social technologies.” Harvard Business Review Press.
Boston, Massachusetts. 2011.
15

18. Proposals
Brand Positioning Positioning Statement
The position Shriners Hospitals for Children - Tampa will A “One-of-a-kind hospital system to serve one-of-
hold in USF students’ minds will be: Shriners Hospitals for a-kind kids, supported by one-of-a-kind employees
Children Tampa is the number one philanthropic and fraternity” that is located on USF’s campus.42
organization in the USF community.
Unique Selling Proposition
There is no other place like Shriners Hospitals for Children
- Tampa. Everything is for the children and the Shriners
cover all the costs. No other hospital does that.
What makes Shriners special is its ability to see and treat
each ‘patient’ as the unique individual that he or she is and
tailor a treatment to meet his or her needs in a nurturing
and loving family environment.
42
Monigle Associates. < http://www.monigle.com/pdf/Shriners.pdf>. USF of Parking and Transportation Services.
16

19. Proposals
Brand Manifesto
Shriners Hospital for Children- Tampa
A child enters through the doors and is drawn into our family bond,
Receives the highest orthopedic expertise, at no cost to his or her family.
Highly respected and trusted staff provides quality care that’s still unmatched.
We focus on individuality, and discover unique personalities.
Payment is made in unbridled giggles, hugs, kisses and sunshine-smiles.
With passion, fueled by determination, courage, and strength,
Our staff creates groundbreaking treatments and braces for children.
Share in this family bond, and lend a hand to us, the Shriners next door.
To raise awarenes that’ll create the interest, which will spark the desire
To volunteer time, to the children and fundraising, which will enrich the lives
of all involved.
17

20. Proposals
The Pearl Messaging Strategy
Where the key consumer insights The single most important idea
meet the unique selling proposition
College students feel a responsibility to make the world a The main message of this campaign will inform
better place. Shriners Hospitals for Children - Tampa does USF Tampa students that participating in Shriners
make the world a better place by aiding children in need + U helps a good cause, and can help build skills
and their families. College students also tend to be creators for their own futures. My research suggests this is
of digital content, and the largest segment of social the single most important idea to get across to USF
network users. Shriners - Tampa is looking to raise students because students are committed to good
awareness on campus and ultimately attract volunteers and causes and their own futures.
fundraisers to its organization. Participating in the
Shriners + U fundraising campaign, and becoming a
Shiners + U member 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.
18

21. Proposals
Objectives Rationale
- To increase awareness that the Shriners Hospitals for As few as 10-30% of USF students are currently aware
Children-Tampa is located on the USF Tampa campus that Shriners Hospitals for Children-Tampa exists on
among USF students from about 10-30% to 30-50% between campus. That means it is feasible to use our message
January 9, 2012 (the start of the Spring semester) and to increase awareness by 20% over a 12-month period
December 7, 2012 (the end of the following Fall semester). beginning in January 2012.
- To create interest in the Shriners Hospitals for Children- The current percent of USF students who volunteer with
Tampa mission and values, which will result in an increase Shriners Hospitals for Children-Tampa is so small it is
in volunteer efforts by USF Tampa students by 15% by negligible. Therefore it is viable to expect a 15%
December 7, 2012. increase in volunteer efforts by USF Tampa students
after a 12-month period.
A preliminary survey would be done at the start of the Spring 2012
semester to establish the starting awareness level. Then a final
survey would be done in December 2012 to determine if the
objective of raising awareness 20% was achieved.
19

22. Proposals
Shriners + U Campaign Overview
The Shriners + U campaign is an innovative campaign, hashtag #shriners+U. All other media would drive students
targeted to USF Tampa students that will use digital/social to the bus benches and the Facebook page.
media in conjunction with traditional, out of home (OOH) The idea is that students will want to participate because
media to fund raise and build awareness for the Shriners of their desire to improve the world and help good causes,
Hospitals for Children - Tampa. and USF students are more likely to participate in the
The main media of the campaign are bus benches, and campaign because they tend to be creators of digital
Facebook. Shriners + U bus benches would be placed along content.
the Bullrunner bus stops on the Tampa campus. (example Members of the Shriners + U student volunteer organization
bus bench executions are on pages 23-24) These bus benches would also volunteer their time at the Bull Markets on
would ask students to take pictures of themselves with the Wednesdays, along with a Shriner. They would have a
benches and then upload the photos to the Shriners + U booth with a Shriners + U banner set up to take photos
Facebook page/tag the photos with Shriners + U. with. The Shriners + U members would then be the ones
For each person in each photo uploaded to Facebook a uploading the photos of themselves and the other students
local donor would donate $1 to the Shriners hospital. onto Facebook.
Photos could also be uploaded to Twitter with the
20

23. Proposals
Media Selections & Tactics
I have several media recommendations that I have chosen the campaign and as was said earlier will be the epicen-
for their ability to reach USF students. ter of the fundraising effert of the campaign. Based on
First, I recommend the use of USF campus bus the USF student target audience profile The use of Fa-
benches, Bullrunner shelters and bus display ads on the cebook, and even Twitter should resonate well with the
Bullrunners. These particular media will play an integral creators in the target audience.
role in the fundraising and awareness building of the The Marshall Student Center Feature Wall/LED wall
campaign. is another great opportunity to be present on campus in
Newspaper display ads, and press releases in the a high traffic location, and the Marshall Center’s other
Oracle are a great way to reach USF Tampa students high traffic moniters are open to the Shriners + U
because the Oracle is a targeted newspaper that solely student volunteer group.
caters to the USF Tampa students. Bull Market Wednesdays are another opportunnity for
Billboard bulletins in the surrounding USF Tampa the student volunteer organization to interact with other
area are an excellent way to build reach and frequency students and raise funds for the Shriners + U campaign
with the target fast. with the help of a Bull Market booth, a Shriners + U
A Facebook page for the Shriners + U student banner, and a Shriner volunteer.
volunteer group will be the main social network tie-in of
21

24. Example
Executions
Shriners + U
Example Executions
22

25. Example
Executions
Bus Benches
24”H x 84”W
23

26. Example
Executions
Bus Benches Continued
24

27. Example
Executions
Oracle 2x5
(3.9”W x 5“H)
&
Placement
Example
25

28. Example
Executions
Appendix:
Shriners Questionnaire If you answered yes, how did you hear about the Shriners Hospitals, and/or what do you know about the
hospitals?
Please do not put your name on this survey. Your answers are completely confidential and will never be
seen by anyone other than Laura Setter.
What is your gender? Where is the closest Shriners Hospital for Children?
o Male
o Female
Are you aware there is a Shriners Hospital for Children on the USF Tampa campus?
What is your age?
o Yes
What is your student classification? o No
o Freshman Do you currently volunteer?
o Sophomore
o Yes
o Junior
o No
o Senior
o Other If you answered yes, what motivates you to volunteer? Why do you volunteer?
What is your current major?
Have you ever heard of Shriners?
o Yes If you answered no, are there any reasons why you don’t volunteer?
o No
What do you know about the Shriners Fraternity?
When you think about volunteer opportunities on the USF campus what do you think of?
Have you ever heard of the Shriners Hospitals for Children?
o Yes
o No Are you aware there are volunteer opportunities for USF students at Shriners Hospitals for
Children – Tampa?
o Yes
o No
1 2
1
26

29. Shriners Hospitals
for Children - Tampa®
27