COMM3010 R51: Integrated Corporate Communication
The purpose of this assignment is to plan a news release, a video commercial, and an ad for an event to raise funds for high school athlete physicals. I am pretending to work for a firm sending a proposal to the civic organization who requested the fundraiser. This assignment gives me the opportunity to practice applying the form and structure of news release writing and the processes and standards involved in planning and copy writing of commercials for broadcast. It also allows me to use my design skills and flex my creative muscle in creating a print ad.
II. News Release
Oddball Creative Services
Cassandra J Mitchell
November 4, 2016
Re: Superhero Athlete Fundraiser
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Anderson County Lions Club to Host Superhero Themed Athletic Fundraiser
NORRIS, TENNESSEE—The Anderson County Lions Club will host a superhero themed fundraiser for school athlete physicals on Saturday, April 30, 2016 at the Anderson County High School ball fields.
The Anderson County Lions Club will host an all day superhero themed sports tournament. The Lions Club wishes to raise funds to cover the cost of examinations for the 250 varsity athletes at Anderson County High School. The exams will identify undiagnosed heart conditions that could be fatal for a student athlete involved in intense practice or competition. Services will be provided at cost by Fort Sanders. Area physicians are donating their services. The superhero sports day will be held Saturday, April 30, 2016 at the ACHS ball field complex. In the event of inclement weather, Saturday, May 7 has been designated as an alternate date. Athletic events in the tournament include flag football, soccer, and softball. Community members, organizations, and local businesses are encouraged to create superhero (or villain) teams to compete. The winning teams will receive trophies. There will also be costume contests and a superhero auction. All day admission is $17 for adults, $12 for students, and kids 10 & under are free. Spectators will receive $2 off if they dress in costume. This is a family and pet friendly event. For more information visit ACLionsClub.com.
No student athlete should lose his/her life due to undiagnosed heart conditions. Join the Anderson County Lions Club for a fun-filled day as they help save our high school athletes heroic hearts.
III. Video Commercial
Anderson County Lions Club
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slowly appearing comic book title text
male superhero doing pushups on football field as young girl walks up
(SFX) punch 0:01.00
dynamic zoom to man’s face
overlay block text with date and website
FADE TO BLACK
THE ANDERSON COUNTY LIONS CLUB PRESENTS SUPER SPORTS!
HEY MISTER! WHATCHA DOIN’?
GETTING READY FOR THE BIG GAME SUSIE.
ME AND MY SUPERHERO PALS ARE GOING TO
FATAL HEART CONDITIONS FOR STUDENT ATHLETES.
HIGH SCHOOL ATHLETIC FATALITIES ARE NO LAUGHING MATTER.
JOIN THE FIGHT!
COME AS A SPECTATOR OR MAKE A TEAM TO COMPETE!
RECEIVE $2 OFF ADMISSION IF YOU COME IN COSTUME
SATURDAY, APRIL 30, 2016 AT THE ANDERSON COUNTY BALL FIELDS
IV. Print Ad
V. What I Learned
In doing research for determining what type of fundraiser to have in the first place, I came across a lot of the same old ideas—bake sales, auctions, something-a-thons, etc. These fundraising activities have withstood the test of time, but they came become repetitive and boring. It is important to distinguish one’s event from others by playing to one’s strengths and getting inventive. In this case, since we are raising money for athletes, we are playing to their strengths by hosting a sporting event for the community (which usually draws large crowds anyway). We are adding our own twist by making it a superhero themed day. It adds that little something extra. When creating an event it is important to make the event fun and one that everyone can participate in.
The biggest challenge was determining what to charge for everything. I’m still working out the details for the actual athletic competitions. To determine the cost of admission I kept three things in mind:
- the cost to hold the event
- percentage of each ticket cost that will support the fundraiser
- how much would people be willing to pay
I settled on $17 for adults and a slightly lower price for students ($12) but by offering a $2 discount to costumed spectators, I reach my targets of $10 and $15. Kids 10 and under will be admitted free to encourage families to come (for the adult revenue) who could not afford to come otherwise.