IntroductionResearchChallengeStrategyExecutionsResultsImpactFuture Recommendations

TABLE OF CONTENTS

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TABLE OF CONTENTS

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Grace Brandus

Shannon Walsh

Karen Mejia

Kyle Sledge Photographer

Bobby Wagner

Sabatani ShetuProject Manager

Account Executive

Copywriter

Strategic Planner

Alyssa Wehrell

Digital Specialist Art Director

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UGA Miracle is campus philanthropy at the University of Georgia that benefits the Children’s Healthcare of Atlanta, the local Children’s Miracle Network Hospital. Various fundraising events throughout the year with students and Miracle families lead to the capstone 24-hour event, Dance Marathon. At the end of the event, the fundraising total of the year is revealed. As the largest student- run philanthropic organization on campus, this group of about 2,5000 passionate students has continued to exceed the previous year in participation and funds raised- with the past two Dance Marathons raising over $1 million dollars each for Children’s Healthcare of Atlanta.

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CHALLENGE With the heavy emphasis on Greek Life currently surrounding UGA Miracle, our team was faced with the challenge of restoring the brand image as an all-inclusive organization on campus. Our survey indicated that, because 71% of respondents were Greek and 66% were upperclassmen, involvement among Greek underclassmen was

Miracle’s most significant area for growth.

STRATEGYWith the objective of recruiting non-Greek students as Miracle members, our team created the “Come Together” campaign, centered around unity and the power that the entire student body has to make a difference when they come together. In order to increase the organization’s brand awareness on UGA’s campus, we revamped Miracle’s image to cater to the college-aged target audience. Our creative efforts resulted in cohesive brand content and merchandise to market Dance Marathon with vibrant, rave-like imagery. The honeycomb pattern throughout our graphics visually-emphasizes the element of unity, and encourages all students- Greeks and non-Greeks alike, to unite in order to make a difference For The Kids. Additionally, we consolidated the organization’s massive web presence into a single website to streamline the disconnected content being pushed from various

different websites and social platforms.

RESULTSOur campaign helped Miracle break records in Dance Marathon participation and funds raised, and we hope that our work over the past year has laid a foundation for future developments in branding and membership. Although we do not yet have statistics on how many non-Greeks attended Dance Marathon over previous years,

we are confident that UGA Miracle has improved its image in the eyes of these students.

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Although UGA Miracle is a primarily Greek organization, we were challenged to recruit and raise awareness amongst non-greek students in order to

increase diversity and inclusion within the organization. 11

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STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

• Largest philanthropy on campus

• Motivated and dedicated core members

• Large variety of leadership roles and levels of involvement

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• Merchandise is not available throughout the year

• No defined website • Viewed primarily as

a Greek organization

• Reaching out to under-classmen

• Stronger emphasis on alumni fund-raising

• On-campus club spon-sorships (club sports, reli-gious organizations, etc.)

• Two other major philanthropies on campus (HEROs & Relay for Life) compete for funds

• College students typically do not have ample disposable income

• A large organization can create a barrier for inclusion

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CLIENT NAME: UGA Miracle

KEY FACT: UGA Miracle is the highest donor to Children’s Healthcare of Atlanta’s Comprehensive Inpatient Rehab Unit.

CHALLENGE:UGA Miracle is made up of primarily Greek members and struggles to recruit non-Greek members.

OBJECTIVE: Increase active recruitment and engagement of non-greek stu-dents in order to increase participation by 30% by May 2017/ May 2018.

TARGET AUDIENCE:Our primary target audience is UGA students between the ages of 18 and 22. These students are either male or female and are not a part of a Greek organization. They want to get in-volved on campus and give back to the community, while living on a budget.

INSIGHTS: Non-Greek students feel unwelcome in the Miracle Community due to the heavy emphasis on Greek life currently surrounding the organization.

PROMISE:UGA Miracle allows students to be a positive impact on the lives of children with cancer at Children’s Healthcare of Atlan-ta. Through fundraising for and participating in activities with these children and their families, members will be able to sup-port a cause that is all For the Kids.

SUPPORT: 1. Raised over $1 million dollars in 2015-20162. Raised $3.5 million dollars over 19 years at UGA3. One of the largest, student-run organizations in the South-east4. Hosts Benefit Concert, tour of historic sorority houses, etc. 5. Hosts children’s families at the Athens Corn Maze, Athens Zoo, etc.

TONE AND MANNER: Energetic, Impassioned, Fulfilling

MANDATORIES: UGA Miracle logo, Miracle Website, UGA Miracle social media accounts, Attention drawing text or headlines, “For The Kids” Tagline

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Of our 108 respondents, 29 were non-members.5 of them had previously been members of the cluband left for reasons such as:

Out of 108 respondents, 71 percent belong to a fraternity or sorority

“It was too large and I felt like I

wasn’t making a difference”

“[Miracle] is a way for Greek people to try to raise the

most money”

“Didn’t feel like I felt in, too Greek

affiliated”

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Emily is 19 years old and wishes to be more involved on campus. She was not involved in any campus organizations her freshman year, so she is eager to get involved in one of the large philanthropic organizations on campus during her sophomore year. She heard about Miracle from friends in her freshman dorm and was interested, but thought that she had to be in a sorority to join. She’s passionate about helping others and giving back to the community, and loves interacting with children.

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Our survey indicated that, because 71% of respondents were Greek and 66% were upperclassmen, involvement among Greek underclassmen was Miracle’s most significant area for growth. We aimed to increase Miracle’s brand awareness through creating a consistent and cohesive brand that would appeal to all UGA students alike.

Over 85% of survey respondents claimed that doing good for others is the most important factor in extracurricular involvement.

We approached our campaign by emphasizing the potential strength of the entire student body, and the ability that every UGA student has to make a difference in others’ lives.

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STRATEGIC CHARTPROBLEM SOLUTION

Viewed primarily as a Greek organization

No defined website

No means of tracking social media impact

Inconsistent branding of promotional graphics for fundraising events and Dance Marathon

Merchandise not available throughout the entire year

Developed “Come Together” campaign to reach out to all students

Created new, easily accessible website

Developed spreadsheet to track social media metrics

Designed colorful rave theme to be used for Dance Marathon and to attract target market

Designed t-shirts and activewear items to be sold year-round

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COME TOGETHER

TOGETHER

This campaign focuses on uniting the whole student body under one cause. Through this campaign we will highlight Miracle as a family and emphasize that that everyone student at UGA is welcome to find their home on campus with Miracle. Our goal is to inspire students that are not involved in non-greek life to join the cause.

Alongside of our team’s campaign, UGA Miracle also launched their own campaign called “It Takes You,” which focuses on the power of each individual member. While this campaign was independent from ours, we worked to connect our campaign with this platform. The Miracle family can only achieve unity with strong individual parts, and they cannot come together without the power of each person.

OUR CAMPAIGN CONCEPT

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Because UGA Miracle is a part of Children’s Miracle Network, they are required to use the flame hot air balloon logo. We created a new logo that fit these guidelines and promoted the new Dance Marathon brand.

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THEINSPIRATION

HEADERSOSWALD MEDIUMOSWALD BOLDBODYAvenir Next Medium

HONEYCOMB PATTERN

MERCHANDISE

We proposed Dance Marathon themed activewear because it is a marathon after all, right? This allows both female and male participants to wear themed leggings/sweatpants during the event, but also afterwards to continue pro-moting UGA Miracle since Athleisure is such a popular trend on campus. We have also designed a specific Dance Marathon 2017 t-shirt which features the new logo and honeycomb pattern. 32

PHOTOGRAPHY

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In order to create a more user-friendly web experience, we overhauled Miracle’s website. The original website contained an overwhelming amount of information, so we reduced and reorganized that information so that users can easily access the most commonly-sought information. We simplified the overall design and unified the photos on the site for a more polished finish. Three buttons were also added to help guide users to register for Dance Marathon, to get connected with UGA Miracle Alumni, and to donate to UGA Miracle. Finally we created a blog to further engage with the members and develop a brand voice.

WEBSITE REVAMP

Our goal was to achieve consistent branding of social media posts across platforms in order to prepare for Dance Marathon. 37

SOCIAL MEDIACAMPAIGN GRAPHICS

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SOCIAL MEDIACAMPAIGN GRAPHICS

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Snapchat Geofilter for the Dance Marathon Event

The filter was available periodically throughout the 24hr event to minimize cost and maintain exposure.

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EVENT PLAN “DODGE, DUCK, DIP, DIVE, AND DONATE”

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EVENT PLAN GOAL:To reach out to new potential members of Miracle to kick off the new year and boost membership amongst non-Greeks and freshmen. Emphasis of ads would be heavy around Ramsey/ECV to reach out to active and competitive people that would want to participate in a dodgeball tournament.

Through heavy promotion around Ramsey and ECV, this event will reach out to a significant portion of our non-Greek underclassmen target market as well as those that simply enjoy sports and competition. By having the event at the beginning of the year, we aim to boost membership while providing a great way for new students to meet their peers who share similar hobbies. This will serve as a first step in Miracle tapping into the sports clubs and organizations market, an area where we see significant potential growth.

“DODGE, DUCK, DIP, DIVE, AND DONATE”

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One of the highlights of Dance Marathon is the Morale dance, taught over the course of the 24-hours. Because this dance is iconic to Miracle and well-known by all of the members, we believe that a flash mob of this dance on campus during Miracle recruitment season would be a simple and effective way to attract new members. The proposed event would take place on Tuesday, August 29th at 12:10pm at Tate Plaza, and some lyrics from the previous year’s dance would be changed to encourage participation.

NATIVE AD

“20 Memes That Describe You ThisWeekend at Dance Marathon”

With the college-aged target audience, the goal of this native ad was to appeal to the common sense of humor and popular culture understanding among young adults. Our campaign works to market Dance Marathon as a fun event for college students, an event at which 18-22 year-olds would be happy to spend their weekend. Relating this compilation of popular memes to Dance Marathon effectively portrays Maracle as an organization that is youthful and current.

NATIVE AD

332 new likes, a 5.08% increase2.94 more shares 1.25 more comments per post

24 new followers, a .82% increase1.208 increase in retweets 3.867 increase in likes per post

258 new followers, a 8.32% increase1.71 increase in comments 89.61 increase in likes per post

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THE WEBSITE

Averages around 500 page views a day

Peaked at 4,100 pageviews during Dance Marathon

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#FORTHEKIDS43,971 tweets over the year

#DM1739 total tweets50,402 impressions24,655 accounts reached

#UGAMIRACLE18 posts10,817 impressions10,441 accounts reached

#FTK89,483 tweets over the year

#HASHTAGS

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DANCE MARATHONSNAPCHAT GEOFILTER

61,186Total Views:

Cost: $5Swipes: 2,661Uses: 820

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$1,352,705.17 RAISED

FOR THE KIDS

$1,352,705.17 RAISED

FOR THE KIDSThe total amount raised For The Kids was $1,352,705.17, making this year’s Dance Marathon the most successful Dance Marathon hosted by UGA Miracle to date.

595 new registrants (3095 total registered), a 23.8% increase

$284,347.01 increase in money raised, a 26.6% increase

DANCEMARATHON

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UGA Miracle has had its most successful year yet, and our campaign helped garner the greatest Dance

Marathon participation to date- with a record breaking $1.3 million raised.

The fundraising total will be used to benefit not only the Comprehensive Inpatient Rehabilitation Unit (CIRU) at CHOA, but also the Aflac Cancer and Blood Disorders Center. Although we do not yet have statistics on how many non-Greeks attended

Dance Marathon over previous years, we are confident that UGA Miracle has improved its image in the eyes of these students. We believe that by continuing with the

foundations we have, Miracle will continue to grow in popularity with non-greek students.

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MEMBER SPOTLIGHT ON SOCIAL MEDIA• Feature non-greek members that are active in UGA Miracle

NON-GREEK CHECK REVEAL

• Move the UGA Miracle office from Greek Life Office to Center for Student Activities and Involvement

• Host a “Thank You” event after Dance Marathon each year in Tate PlazaAFTER PARTY

RELOCATE OFFICE

• At Dance Marathon, do Check Reveal specifically for non-Greek organizations, similar to that of the Greek organization and high school/college Dance Marathon partners

• Religious/Non-religious Groups• Already have philanthropic messages• Have Miracle Families speak at their meetings and encourage the organizations to

sign-up for Dance Marathon

STRATEGIC PARTNERSHIPS

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