“BE YOUR HERO’S HERO”

FUSION ADVERTISING “BE YOUR HERO’S HERO” Cynthia Rivera, Sabrina Argiro, Nicholas Ponce, Priyanka Patel, Ali Mansoor, Matilda Koroma

APPEALING TO FAMILIES WILL PROVE TO BE SUCCESSFUL THROUGHOUT OUR CAMPAIGN. Many middle-aged men and women tend to donate and belong to many charitable/non-profit organizations, but the Fisher House Foundation is not included on any of their lists. Fusion Advertising’s “Be Your Hero’s Hero” campaign will bring more awareness to Fisher House, and will convince our target market that by donating, they will be helping America’s heroes, therefore making them a hero, as well. • Our research reveals that men over the age of 45, and women over the age of 55 are more likely to be involved with a veteran’s club, and are more likely to make charitable contributions. Also, men over the age of 55 who served in the armed forces, have made the most charitable contributions within the last 12 months. • It was also discovered that many people within our target have similar views on what a “hero” is to them, and veterans fit the description perfectly; therefore we will incorporate their perception of a hero into our campaign through media and below the line tactics. • Creative components are integrated throughout this campaign through various scenarios of injured veterans and their families. Print ads, billboard/airport ads, television and radio spots have been proven to be the most effective amongst our target, so we plan to utilize these as much as possible, and to the best of our ability. • Our below the line tactics will include two major galas—one in Bethesda, Maryland, and the other in New York City, a walkathon in Washington, D.C. and New York City, and partnerships with the Tough Mudder Race, Build-a-Bear Workshop, and Heinz Ketchup. • The family-oriented aspects of our campaign will increase awareness for Fisher House amongst our target, and will ultimately encourage them to donate, and in turn, be their hero’s hero. EXECUTIVESUMMARY Cynthia

FISHER HOUSE HAS BEEN PROVIDING VETERANS AND THEIR FAMILIES WITH TEMPORARY HOMES SINCE 1990. • The Fisher House Foundation is well known for its network of homes where military and veterans’ families can stay for free, while a loved one is receiving treatment. • Fisher Houses are considered a “home away from home” for the veteran patients and their families. • There are 62 5,000-16,000 square foot Fisher Houses located in the United States and Germany. • Each house has between eight to 21 suites, that are professionally furnished, and can accommodate 16 to 42 family members. • Some statistics: • The Fisher House Foundation has served over 180,000 families since it was first started. • It has saved families over $200 million in lodging and transportation costs. • Average stay: approximately ten days • It has been rated four (out of four) stars from Charity Navigator. • The foundation was given an A+ from the American Institute of Philanthropy. RESEARCH "Fisher House Facts." Fisher House Foundation. Fisher House Foundation, n.d. Web. 30 Apr. 2014. Cynthia

The Families helped in FY13 (Oct12-Sep13) was significantly higher than OIF/OEF families assisted in FY13. RESEARCH "DDEAMC - Fisher House Statistics Report." DDEAMC - Fisher House Statistics Report. N.p., 11 Oct. 2013. Web. 10 Apr. 2014. <http://www.ddeamc.amedd.army.mil/visitor/fisher/stats.aspx>. Matilda

Over 4,000 military families stayed at the Fort Gordon Fisher House and experienced an estimated out-of-pocket cost savings of $2,545,525.00 since it’s opening in April 1993. • Families helped in FY13 (Oct12- Sep13) = 78 • Number of OIF/OEF Families assisted in FY13 = 18 • Lodging room nights provided = 2437 • The average length of stay for FY13 = 32 days RESEARCH "DDEAMC - Fisher House Statistics Report." DDEAMC - Fisher House Statistics Report. N.p., 11 Oct. 2013. Web. 10 Apr. 2014. <http://www.ddeamc.amedd.army.mil/visitor/fisher/stats.aspx>. Matilda

It was reported that family-centered care is an ideal philosophy for the care of children and their families. • Family participation was viewed as essential for the child’s care • Benefits includes many such as promotion of child’s health and comfort • Military families in Fisher Houses can have a positive effect on their family members admitted at local medical facilities. RESEARCH Coyne, Imelda, et al. "What Does Family-Centered Care Mean To Nurses And How Do They Think It Could Be Enhanced In Practice." Journal Of Advanced Nursing 67.12 (2011): 2561-2573. Academic Search Premier. Web. 10 Apr. 2014. Matilda

TO DETERMINE OUR TARGET, EXTENSIVE RESEARCH WAS REQUIRED. OUR RESEARCH PROCESS RESEARCH Cynthia and Sabrina

Baby boomers are family oriented. KEY FINDING: Baby Boomers highly value their family and share similar views to what they believe a hero is. Therefore, their personality reflects their donating habits. RESEARCH Cynthia and Sabrina

Baby boomers live different lifestyles, but have similar values. RESEARCH Cynthia and Sabrina

People donate to charities for many reasons. • WHYDO WE DONATE? • We are emotionally moved by a person’s story. • We don’t want to feel powerless in the face of need, knowing that we can help. • We want to change lives. • We feel fortunate, and want to give back to others. • We will integrate these motives into our campaign in order to appeal to our target market, and to encourage them to donate to Fisher House. RESEARCH Higman, Rebecca, and Katya Andresen. "The Secret to Getting People to Give: 15 Reasons Why People Donate." Network for Good. Network for Good, 6 Oct. 2012. Web. 28 Apr. 2014. Cynthia

Fisher house foundation lacks brand identity. According to our primary research, our target is not even aware of Fisher House as an established non-profit organization. To them, American Red Cross is their top of mind organization. Our task: to increase overall brand awareness for Fisher House Foundation. RESEARCH Cynthia and Sabrina

In order to increase brand awareness, an in-depth analysis of Fisher house was necessary. RESEARCH "Charity Navigator Rating - Fisher House Foundation." Charity Navigator. Charity Navigator, n.d. Web. 1 May 2014. Priyanka

Before creating a campaign, it is important to determine what must be accomplished. • Reasons to Believe • A veteran is someone who is selfless and makes sacrifices for others. Our target market also views a hero in a similar sense. By combining these two aspects, consumers will see that a veteran is a hero to them. • Positioning Statement • Unlike other veteran-oriented nonprofit organizations, Fisher House strives to help the entire family. They do not just collect money to donate to veterans, they provide frees housing to the family of injured veterans. • Organizing Idea • The Be Your Hero’s Hero campaign will focus around images and videos of what our target views as heroes. We will show different ideas of popular hero perceptions, and demonstrate that they can be their hero’s hero by donating to our organization. Key Insight Our diverse members of our target have a few things in common—they have similar views on what a hero is, and highly value family life. They react well to organizations that reflect these values and in-turn will convey good feelings after donating. Message The Fisher House Foundation’s mission is to connect veterans (heroes) with their loved ones during their times of need, and by donating, our target can become their “hero’s” hero. Tone Emotional, Serious, Heartfelt Campaign Tagline: “Be your hero’s hero” Brand Tagline: “Because a family’s love is good medicine” CREATIVE STRATEGY Cynthia and Sabrina

Our Microsite will provide easy access to the “Be a hero” campaign. The website will be easy to use, and will have different tabs for up-to-date information about our campaign. The website will include tabs for donations, as well as information on the Gala and Walkathon MEDIA Ali

Using traditional media, such as print ads, to reach our target Background photography will feature a unique story of the veterans and their family in a single shot. This will convey a message filled with emotions and empathy. The overall print will then express what a hero means. Finally, there will be the tagline of the “Hero” campaign, “Be Your Hero’s Hero”. In addition, a link in fine print direct the audience to the website where they would be able to donate for the cause. The Result: Fisher House Foundation is presented as the trademark of the Hero. • Body Copy • Connotation of the word Hero • Logo/Tagline • Continuation of the Fisher House Foundation logo. • Introduces a new tagline which reads: “Be Your Hero’s Hero”. • Image • Use of veterans with their loved ones • Strong manifestation of emotions that relates to each individual • Integration of Promotions • Bottom of ad reads: “visit www.BeAHero.com and Donate Today!” Body Copy:A Hero is … A Selfless Person Body Copy: A Hero is … Someone Who Makes Sacrifices MEDIA Ali

ADDITIONAL PRINT ADS Our research has told us that our target does not utilize social media or the Internet as much as younger generations. We have chosen to use print advertisements and television spots to reach our target. Tone • Honest, emotional, heartfelt. • Body copy starts with: “A Hero Is…” in order to introduce different connotations in a more expressive manner. Art Direction • Center folds the main picture while blurring or black & white the background. • Use of white color for the font to ensure simplicity. Mandatories • Fisher House Foundation logo on the print ad. • Tagline “Be Your Hero’s Hero”. • Show the website: www.BeAHero.com • Showcase of veterans with families/loved ones. Body Copy: A Hero is … Someone Who Fights For ACause MEDIA Ali

Our target responds well to BILLBOARD Ads. Billboards will be created, keeping the text minimal, as they will be placed in high traffic areas. The ads must have the tagline: “Be Your Hero’s Hero”, and display the website: www.BeAHero.com”. Will also showcase the Fisher House Foundation Logo. Our secondary data has told us that our target responds well to large billboard advertisements. (Simmons Index- 121) MEDIA Ali

Our target responds well to airport ads. Airport ads will be created and placed both inside and outside of airport terminals (domestic and international). The ads inside the terminal will mainly display text, showcasing the tagline: “Be Your Hero’s Hero”, website: www.BeAHero.com, and the Fisher House Foundation Logo. Ads outside of the terminal will be very similar, with the addition of a photo of a veteran with his/her loved ones/family. Our secondary data has told us that our target responds well to airport displays. (Simmons Index- 114) MEDIA Ali

Video brings the message to life. Audio: Music remains constant Video: CU of soldiers face looking at picture Words across screen read “What defines a hero?” Audio: Music remains constant Video: Camera shows soldier looking at photo of his family Words still remain across screen read “What defines a hero?” Words slowly fade out Audio: Music remains constant Video: Family is walking towards a house. Their backs are facing the camera Audio: “Do I make you proud” By: Taylor Hicks starts playing Video: Soldier walks toward his cot Audio: Music remains constant Video: Young son of injured soldier is shown caring for his father Audio: Music remains constant Video: Young girl is riding a bicycle while her amputee father follows after her in his wheelchair Words across screen read: “A hero is a selfless person who sacrifices themselves for others Audio: Music remains constant Video: Fisher House banner is seen on screen Audio: Music remains constant Video: Woman is seen opening door for man in wheelchair. Words still remain across screen read: “A hero is a selfless person who sacrifices themselves for others Words slowly fade out Audio: Music remains constant Video: Two young girls are shown running towards their parents Audio: Music remains constant Video: CU of persons foot and prosthetic leg are shown while he/she participates in physical activity MEDIA Cynthia and Sabrina

Video brings the message to life. Audio: Music remains constant Video: Veteran is seen running out of his car and reuniting with his family outside his home. In the center campaign slogan “Be Your Hero’s Hero” is shown and underneath it reads “Visit www.BeAHero.com Audio: Music remains constant Video: Toddler is shown reuniting with her father after he returns from war Words on screen still read: “You can be someone’s hero” Words slowly fade Audio: Music remains constant Video: Woman reunites with her loved one. Is shown running and hugging man. Words on screen read: “You can be someone’s hero” Audio: Music remains constant Video: Fisher House flag is waving in the background.. Words on screen read: “Fisher House has provided free lodging for more than 178,000 military families while veterans receive care from military hospitals” MEDIA Cynthia and Sabrina

RADIO Advertisements will reach our Target. Client: Fisher House Foundation Campaign: Be A Hero Title: Hero :30 Radio MUSIC AUDIOMACHINE – BREATH AND LIFE ANNCR: What is a Hero? VO (Female, 35): A Hero is … someone who put his life at risk VO (Male, 45): A Hero is… someone with a noble cause VO (Male, 55): A Hero is… someone who fights for freedom VO (Female, 50): A Hero is… someone who makes sacrifices ANNCR: Visit www.BeAHero.com And Donate Today. Be Your Hero’s Hero • We are going to use radio as an outlet to advertise the campaign to our users. We are going to have a 30 second spot that will play three times a day for a week, when the majority of our target market tends to tune in. • We have incorporated the synergetic theme throughout the campaign, i.e Be Your Hero’s Hero. • In the spot, we will start with a emotional yet inspiring music piece, and then the announcer will say, “What is a hero?” After that, there will be voiceovers of men and women between the ages of 35-55, responding to the question. Once all of the answers have been given, the announcer will direct the audience to our website by saying, “Visit www.BeAHero.com and donate today,” and finish it off with, “Be your Hero’s Hero”. • The tone will be simplistic, but real with emotions. MEDIA Ali

Fisher house’s 25th Anniversary gala will raise funds for the future. • 2015 marks the 25th anniversary of the Fisher House Foundation. To celebrate their accomplishments for the last 25 years, Fisher House will host two “Be a Hero” galas. • One will take place at the Hyatt Regency in Bethesda, Maryland, not far from Fisher House’s operations headquarters, and the other will take place at the Grand Hyatt in New York City, where the foundation’s corporate headquarters is located. • Fisher House will invite many prestigious guests and charge $500 per ticket. Each ticket will include one admittance into the gala, and guests will be served a three course meal. • Each guest will also have the opportunity to participate in a silent auction. All proceeds from the silent auction will be donated to the Fisher House Foundation. Items included in the silent auction can be anything from concert tickets to VIP packages, or even signed sports jerseys. • The goal of this gala is to honor what Fisher House has done for the past 25 years, and raise money for their future plans. This gala will also help increase brand awareness. STRATEGY INTEGRATION Sabrina

Direct marketing will promote our gala. • We will send out invitations to our gala to our target via mail • The invitation will include the date, time, name of the venue, and price of the tickets • We will also send out invitations to people in our target who have been donating to other veteran’s organizations, such as Wounded Warriors, Intrepid Fallen Heroes, etc. • We will send out invitations to philanthropists and strong supporters of non-profits organizations • We will invite journalists and magazine columnists from veteran’s magazines such as The American Legion, U.S. Veterans Magazine and USA Today. • These journalists will report the success of the event and bring more brand awareness to people in our target who read these magazines • A few weeks after the event is over we will send our guests and participants a pamphlet, thanking them for attending the gala, and informing them on how much money was raised for the foundation. They will see how much of an impact they made, and will feel good about donating/attending. • This will encourage them to see the good in what they have done and continue donating to Fisher House STRATEGY INTEGRATION Sabrina

Fisher house will host the “Be a hero” Walkathon. • Fisher House will host a walkathon that will take place in Washington, D.C. and New York City. • People are able to form teams and get people to sponsor them as they walk around famous war memorials and national parks. • There will be booths that will be sponsored by different organizations that will have activities for all ages. • They will include ones from the Army that will have fitness tests, as well as booths for children to make arts and crafts for the people fighting overseas. • We will also invite families that have been fortunate enough to receive care from Fisher House to talk about their experiences and how they have helped. • We will raise awareness for Fisher House in two of the most influential and populous cities in America. STRATEGY INTEGRATION Nick

Fisher house will Team up with the tough mudder race. • The Tough Mudder race is one of the most popular and invigorating obstacle courses that is designed to tests a person’s strength, stamina, and camaraderie. For the past four years, the obstacle course has gone global with having races in over seven countries, and over one million racers that have registered. • Tough Mudder not only pushes people to their limits, they pride themselves on raising money for non-profit organizations, like the Wounded Warrior Project. • Their fundraising tagline, “Being a Tough Mudder means putting others before yourself, especially those who risk their lives for the safety and freedom of our country”, has inspired people to raise over $6 million for non-profit organizations. • Fisher House will team up with Tough Mudder and help sponsor the races, along with getting the “mudders” or racers to donate. The Mudders get people to sponsor them as they race through 10-15 miles of the intense obstacle course, and in return, they get a prize such as a certain percentage of their registration fee back, and different merchandise such as bracelets, t-shirts, and jackets that Fisher House will provide so the participants can wear it with pride. STRATEGY INTEGRATION "What Is Tough Mudder?" Tough Mudder. N.p., n.d. Web. 3 May 2014. Nick

Fisher House will team up with Build-A-Bear Workshop for the ultimate “Build-A-Hero” Event. • Build-A-Bear Workshops nationwide will host a “Build A Hero” event on Veteran’s Day (November 11th) • Throughout this event, Build-A-Bear workshop will hosts contests, discounts and interactive family days to get customers involved. • Contests • There will be prizes given out for the most creative bear • There will be customized t-shirts for the teddy bear which include the writing “My Hero Is ____” where customers can handwrite who their hero is or what a hero is to them • Customers will be able to make a bear, and send it to injured veterans currently residing at a Fisher House establishment. The bear will come along with a handwritten “Get Well” card from the customer. • Build-A-Bear will also offer veteran’s 20% off their purchase on that day. • 10% of all proceeds will be donated to Fisher House STRATEGY INTEGRATION Sabrina

Heinz ketchup partnership #ourturntoserve • In 2011, Heinz Ketchup launched the “Our Turn to Serve” campaign. This program celebrates veterans who have served our country, and raises awareness for a veterans foundation. For the past two years it has been, Wounded Warrior Project. • How it works: • Each Heinz ketchup bottle with the “Our Turn to Serve” label contains a Quick Response (QR) code that is scannable with a smartphone. The QR code will then give instant access to step-by-step instructions to create and send a personalized Thank You card to a veteran. For every Thank You card sent, Heinz will donate $1 to the Wounded Warrior Project, up to $250,000. Heinz will also donate an additional 57 cents for every Thank You Card that is shared via Facebook or Twitter by July 1, 2014. STRATEGY INTEGRATION Sabrina

Fisher house Foundation is going to partner with Heinz ketchup. • The “Our Turn to Serve” and “Be Your Hero’s Hero” campaign are going to merge. • Participants will be able to scan QR codes which will lead them to step-by-step instructions on how to create and send a personalized Get Well card to an injured veteran. • For every Get Well card sent, Heinz will donate $1 to the Fisher House Foundation. • This partnership will begin on Memorial Day and last until Veteran’s Day. This time span gives us the top three holidays where barbeques are most popular throughout the nation. Memorial Day (57%), Independence Day (71%) and Labor Day (55%). These holidays are usually spent together with families and the top condiment used is ketchup (66%) STRATEGY INTEGRATION Sabrina

A sample budget for the galas was put together.

MAGAZINES • USA WEEKEND costs around $111 per thousand customer • TIME magazine cost $108 per thousand customer Total : $2,509,300 BUDGET Ali

BANNER ADS • Numbers of Billboards in use: • Large Billboards – 35 • Medium Billboards – 45 • Small Billboards – 15 * per ad per 4 week period Total : $800,000 BUDGET Ali

AIRPORT ADS * per ad per 4 week period Total : $400,000 BUDGET Ali

TOTAL BUUDGET Total : $9,644,300 BUDGET Ali

The ideas we have proposed for this campaign will lead to the further success of the fisher house foundation. • Print, billboard, airport ads • 30-second radio and television spots • Gala/walkathon • Partnerships (Mudder Race, Build-a-Bear, Heinz Ketchup • Increase brand awareness REVIEW Cynthia

The ideas we have proposed for this campaign will lead to the further success of the fisher house foundation. REVIEW Sabrina

“BE YOUR HERO’S HERO” FUSION ADVERTISING REVIEW

"Charity Navigator Rating - Fisher House Foundation." Charity Navigator. Charity Navigator, n.d. Web. 1 May 2014. • Coyne, Imelda, et al. "What Does Family-Centred Care Mean To Nurses And How Do They Think It Could Be Enhanced In Practice." Journal Of Advanced Nursing 67.12 (2011): 2561-2573. Academic Search Premier. Web. 10 Apr. 2014. • "DDEAMC - Fisher House Statistics Report." DDEAMC - Fisher House Statistics Report. N.p., 11 Oct. 2013. Web. 10 Apr. 2014. <http://www.ddeamc.amedd.army.mil/visitor/fisher/stats.aspx>. • "Fisher House Facts." Fisher House Foundation. Fisher House Foundation, n.d. Web. 30 Apr. 2014. • Higman, Rebecca, and Katya Andresen. "The Secret to Getting People to Give: 15 Reasons Why People Donate." Network for Good. Network for Good, 6 Oct. 2012. Web. 28 Apr. 2014. • "What Is Tough Mudder?" Tough Mudder. N.p., n.d. Web. 3 May 2014. REFERENCES

“BE YOUR HERO’S HERO”