No Bite, No Malaria: Incorporating Multifunctional Promotional Methods to Yield New Results
No Bite, No Malaria – Mosquitero Project Peru August-November 2015 Brand Coordinator
Capstone experience: Strategically researched, planned, implemented and evaluated a four-month integrated marketing communication campaign.
Created and managed social media, email, crowdfunding and a special event to develop a brand identity.
Results concluded in 44% of target audience reached, 291 new page followers on Facebook and $4,335 raised via a two-day crowdfunding, social media and email campaign.
Campaign was recognized and awarded first place at the 2016 Spring Hill College Research Symposium.
Description: Below is my Senior Seminar project completed with a partner for November 2015. It includes a diverse integrated marketing communication campaign and research completed for the Rotary Club of Key Biscayne, FL and No Bite, No Malaria – Mosquitero Project Peru from August - November. This project was carried out with a partner.
Abstract Nonprofit organizations often seek new methods of reaching target audiences and advocating a cause. When crafted correctly, messages communicated across several media can educate, persuade and urge individuals to take action. An educational cross-functional campaign, such as the implementation of an integrated marketing communication plan, can obtain positive promotional results. Project planners initiated a multifunctional campaign for the project No Bite, No Malaria–Mosquitero Project Peru that enabled one message to be communicated across several media. Persuasive messages were constructed to abide by the Elaboration Likelihood Model, resulting in target audience persuasion. Social media analytics, fundraising goals and surveys were measured to review the effectiveness of the multifunctional campaign. The authors presented results to demonstrate that strategically creating promotional methods that were not previously implemented can achieve substantial results. Results concluded in 44% of target audience reached, 291 new page followers on Facebook and $4,335 raised via crowdfunding, social media and email.