01

02
03
Executive
Summary
Executive
Summary
EXECUTIVE SUMMARY
In 1923 a group of returning war service men founded the not-for-profit organization Legacy Aus-
tralia.
Legacy is dedicated to caring for the families of deceased and incapacitated veterans.
Currently Legacy has no national advertising campaign and lacks awareness in the 18 30 year
old market. The purpose of this campaign is to create a new positive innovative brand profile. This
campaign positions Legacy as a being there when you need us.
The campaign finds the connection point between Legacy and young Australians through the con-
cept of giving unexpectedly into their everyday lives. This will align Legacy with the targets
current cultural trends and their social values.
This Integrated Marketing Campaign is designed to introduce Legacy to young Australians in a fun
and interactive way that will encourage them to communicate with us.
Because of the target audiences difficulty in relating to the cause we needed to find a scenario
where they have/could experience loss. We found out that the audiences relationship to technical
devises such as their telephones was very high and valued. Although, the battery of telephones
can die and the connection with wi-fi can get lost. Therefore we want as Legacy does help families
of deceased war veterans, help to give them what they need to feel and be better.
The campaign is built on here when you need us. So helping people in situations they couldnt
foresee, for example supplying; free wi-fi, charging stations, rain ponchos and sun cream.
The campaign is built on Legacy Man who is soft hearted, cheeky and protective.
He will be viewed similar to a superhero. The campaign will start with Legacy Man and after a few
months he will ask people to join LegaTeam to help him out.
04
Imagine someone with a soft heart wrapped in
searing manliness. Women want him and men
want to be him. He is the centre of attention,
the sun of Australia. Now, forget about your
problems and needs. Legacy Man answers them
with a friendly hand and a cheeky smile, because
no one should feel incomplete.
NO WONDER AUSTRALIA
IS ONE OF THE HOTTEST
PLACES ON EARTH WHEN
WE HAVE LEGACY MAN.
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CONTENTS
EXECUTIVE SUMMARY 03
LEGACY MAN
CONTENTS
RESEARCH 06
GENERAL RESEARCH
MARKETING RESEARCH
SITUATION ANALYSIS
POTENTIAL COMPETITORS
TARGET MARKET 10
CONSUMER INSIGHT
TARGET MARKET ANALYSIS
COMMUNICATION STRATEGY 13
IMC PLAN 16
CREATIVE 18
CREATIVE BRIEF
CREATIVE STRATEGY
CREATIVE EXECUTION
MEDIA 30
MEDIA STRATEGY
MEDIA PLAN
CAMPAIGN EVALUATION 34
CAMPAIGN BUDGET 35
FUTURE RECOMMENDATIONS 36
06
GENERAL
RESEARCH
GENERAL
RESEARCH
Legacy is a not for profit Australian charity established in 1923 by a group of WWI veterans.
They provide services to families who are suffering from a loss due to war and conflict.
Currently Legacy provides financial, emotional, and social support to 90,000 widows and 19,000
children across Australia. Legacy has minimal government funding,thus the need to raise money
with donations from the public is paramount.
someone is
there for you
We know it gets really boring reading through all these books filled with the same research,
target audience, crazy & sometimes ridiculous ideas. After 3 weeks of torture we know Legacy inside
out as well. So we are going to use the rest of this space to tell you a story about our favourite
Legacy Man.
Legacy Man is a kind-hearted soul who grew up in the outback of Australia, he didnt get his
power not from some puny spider bite or ridiculous scientific experiment but rather he was tail
whip by the great kangaroo that has been said to be the oldest, wisest and strongest kangaroo on
earth.
This incident lead to Legacy Man inheriting super human strength, infinite knowledge, great
courage and a heart of gold. His startup wasnt as great as the mighty heroes of Marvel & DC, money
doesn not just drop out of the sky Miraculously. Legacy Man had to get a job first, what better job
than the Australian Defence Force! Legacy Man worked hard for years, earning medal after medal,
recognition & respect. With money in the bank, respect of his fellow soldiers & a brand spanking
new costume, Legacy Man can finally be Legacy Man!
Now Legacy Man has decided to use his new found power to help the families & people of the great
Australian defence forces.
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MARKET
RESEARCH
MARKET
RESEARCH
QUANTITATIVE RESEARCH
(Source: Survey Monkey Charities Survey 2014)
When we asked the 42% of people, what do they think Legacy does, the general response was they
look after old people. So we decided to look into what would drive our target market to donate &
whom would they be willing to help.
The question asked was
I. A widow over 60 years of age?
II. A war veteran who lost a body limb?
III. A family who lost their father at war?

This information gave us insight into how we should run this campaign. We decided to focus the
tone of the campaign towards helping the families as a whole.
The target audience has been brought up in such a connected world they are sceptical when it
comes to donating to charity. This is because of negative media surrounding some international
charities and preconceived ideas; most believe that the not all the profits go to the cause and
that the charity takes a very large cut.
Changing this preconcieved idea is thus paramount. Legacy is a charity with a differences.
who would you
donate $10 to?
who would you
donate $10 to?
THE FAMILIES WHO
LOST THEIR FATHER
AT WAR
Do not currently donate
to a charity
Have not heard of Legacy
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SWOT
ANALYSIS
SWOT
ANALYSIS
SITUATION
ANALYSIS
SITUATION
ANALYSIS
There are many misconceptions that
Legacy is a government-funded organization &
perceptions among young Australians
today that Legacy is not an essential cause to
donate to.
Currently, Legacy is segmented into
chapters throughout Australia that run
independently & control their own
advertising & marketing schemes. These
advertising & marketing schemes that
Legacy currently use are now outdated & do
not reach young Australians.
In the past, Legacy has been well
recognized as many people were affected
by the World Wars & other conflicts.
Currently, the majority of conflict
occurs overseas & not as many
people are directly impacted by these.
However, there is still a great need for
support for the families who have been
affected by conflict.
In order to change this current situation,
Legacy is reaching out to a new younger
target market.
LEGACY RECEIVES MINIMAL
FUNDING FROM THE GOVERNMENT
AND RELIES HEAVILY ON ITS
ANNUAL FUNDRAISING DURING,
LEGACY WEEK.

Other charities
Budget constraints
of target group
Current and ongoing
economic issues
Current issues Middle
Eastern crisis
Target market are
digitally connected
Current partners,
Woolworths, CBA, VB &
TELSTRA
Seen as a less
essential cause
Ageing donor base
Poor social media

presence
Lack of clarity as to
where the donations go
Australian established
brand
Awareness around
Legacy week
Rich cultural heritage
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Potential
COMPETITORs
SITUATION
ANALYSIS
ROYAL FLYING DOCTOR
The AMR Charity index has named the Royal
Flying Doctor as the most reputable not-for
profit charity in Australia. The Royal Flying Doc-
tor has stated that they will be targeting young
urban audiences to broaden their support base
through 2014 & 2015
SOLDIER ON
The newly formed charity supporting
war veterans who have been affected
physically and psychologically. Solider On has
a modern brand profile & uses integrated media
channels, such as Facebook, Twitter, Youtube &
LinkedIn.
RSL
The RSL supports current & ex-service
Australia Defence Force members.
Promoting their brand as secure, stable &
progressive with a similarity to Legacy,
finding the difference between the 2 charities
could be a problem for consumers.
AUSTRALIANS ARE CONSTANTLY
DONATING. ACCORDING TO THE
2012 AUSTRALIAN PERCEPTIONS
REPORT, MILLWARD BROWN;
FROM THIS, WE CAN CONCLUDE THAT THE MAIN
PROBLEM IS NOT IN GETTING PEOPLE TO DONATE;
IT IS DIFFERENTIATING LEGACY SO IT STANDS
OUT FROM OTHER CHARITIES.
A
W
A
R
E
N
E
S
S
PUBLIC FUNDING
*LEGACY
SITUATION
ANALYSIS
PERCEPTION MAP
Potential
COMPETITORs
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CONSUMER
INSIGHT
CONSUMER
INSIGHT
Their inquisitive nature makes them
information seekers, who demand to be spoken
with not spoken too. They want their voice to be
heard and to be involved in the decision-making
process.
This is one of the most compassionate
generations with regards to social issues.
This target market will seek out brands that
support a cause that aligns with their values.
They want find a personal connection with a
brand.
Geographically they live and work in the CBD and surrounding suburbs and the majority choose
public transport to get to and from work. They exercise regularly, are educated and up to date
with current events.
spoken with
not spoken too
spoken with
not spoken too
They care about the future and younger generations below them. The target market is more
inclined to help the future rather than take care of the past.
They are an over-sharer by nature and have access to huge digital social networks. These social
networks give them a voice that is louder and more impactful than any other age group.
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TARGET MARKET
ANALYSIS
TARGET MARKET
ANALYSIS
We have divided our target market into two groups. Our primary target market spans the
entire age bracket of 18 30 years and our secondary target market focuses on the 22-25 year
old age group.
18-23 have time but no money 24-30 have money but no time
WE DECIDED TO FOCUS ON THE 22-25 AGE GROUP BECAUSE OF THEIR POSITION AS FRESH GRADU-
ATE, THEY ARE IN THE PROCESS OF STABLIZING THEIR FINANCIAL LIFE AND FUTURE YET THEY HAVE
NOT LET GO OF THEIR SOCIAL UNIVERSITY LIFESTYLE FROM UNIVERSITY. THEY ARE INTERESTED IN
SETTLING DOWN BUT STILL RETAIN THEIR TEEN CULTURE.
Each person in the 18-30 year old group will
all be able to relate the campaign to different
extents. We are going to focus on the 22-25
year age segment to interact more, make more
significant donations and develop an ongoing re-
lationship with Legacy.
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PRIMARY PRIMARY SECONDARY
SECONDARY
18-30 YEARS
Either a student or working
Salary (part time 18k-30k)
Salary (full time 35k-80k)
More self absorbed
Hesitant to commit to a contract
Heavily connected through social media
22-25 YEARS
Employed full time
Salary 50k 80k
Living out of home, either renting or first
mortgage
Looking for a charity to associate with
Looking to invest in their future
Concerned with how they are perceived by
others
Target audience Target audience Target audience
Target audience
Josh is involved with Oxfam, he volunteers his
time because he feels that Oxfam is a good cause
to align with & they give great benefits such as
bungee jumping. Josh had just enrolled into a
university that is located at the heart of the CBD.
Besides classes & volunteer work, Josh holds a
part time job as a retail assistant.
Josh uses contactless technology
frequently & seldom carries cash or spare change
in his wallet. Josh actively engages in social
media, especially YouTube channels to gather the
latest trends around the globe. Josh believes in
personal grooming & maintaining a social
presence as important in his life.
Emma actively participates in city council
event planning, she love putting her self out
with the community & being appreciated for
her participation. Emma holds a stable job & is
a committed donor for KidsHelpline & Amnesty.
Emma is an early adopter of new trends
in food & art. She is active in online community
boards & social media. She performs most of her
payment via credit card & cash. Emma believes in
leaving an impact for the next generation.
Glen has just graduated from university, he
was previously active in club activity & is now
looking to expand his interaction as he moves
into the new life. Glen has a part time job but
needs to find work in his field of studies.
Glen is an early adopter of new
technology, he is active socially online &
offline, he believes in a well balance social life.
Glen keeps up to date with trends via online
median & offline median such as magazines.
Glen believes in helping charities as they are
catalyst of change for the world.
JOSH EMMA GLEN
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COMMUNication
strategy
COMMUNication
strategy
OBJECTIVES
1. To establish a connection point between legacy and young Australians
2. That everyday needs are not always there when you need them
3. That Legacy is helping out Australian families when they need it most
4. How they are making a difference and where their donation is going
TARGET MARKET
This target market is socially conscious and highly value material possessions. They are likely to
donate spontaneously in small amounts.
WHAT DOES THE CONSUMER WANT?
A clear understanding of what the charity does
An understanding of how their donation is helping the families
They want to be able to interact with the brand as well as other people who are donating
Recognition for donating
WHAT DOES THE CONSUMER NEED?
A general understanding about what Legacy does
An organisation that is open about where the donations are going
The ability to make donations without hassle
The ability to make small and regular impulse donations
WHAT DO WE NEED TO COMMUNICATE?
Legacy provides support for Australian families affected by conflict when they are in need
Legacy needs your help to continue supporting our families affected by conflict
Legacy is a non-for-profit organisation that currently relies on Legacy Week for
donations

HOW WILL WE COMMUNICATE THIS?
We will initiate a conversation with the target audience by asking them relatable questions
such as what do you need?
By connecting our target audience through social media platforms
Using the people themselves as a medium by encouraging them to pass on the message
By raising awareness of Australian families who have lost family members
HOW WILL WE TALK TO THEM?
We will use a character called Legacy Man who will appear across various media platforms
Legacy Man will encourage two way communication by engaging the target market &
provoking a response
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COMMUNICATION
STRATEGY
COMMUNICATION
STRATEGY
WHAT DOES THE CONSUMER WANT?
To connect with a charity who shares the
same values as them
They want to know that their donations
are benefiting families
The ability to make donations without
hassle
WHAT DOES THE CONSUMER NEED?
Understanding of whom Legacy is, who
they help and what they do.
An organization that discloses how all
donations are contributed to the cause
An accessible and simple way to make
online donations
WHAT DO WE NEED TO COMMUNICATE?
Legacy is an Australian established not-
for-profit organization that relies on
donations from public
Legacy is in need - the current donor base
is ageing
HOW WE WILL WE COMMUNICATE THIS?
By putting an emphasis on the families
who benefit from Legacy
HOW WILL WE TALK TO THEM?
By using the metaphor of getting help
when you need it at a time when they expect it
the least and need it the most.
SECONDARY
SECONDARY
22 25 AGE GROUP
This age group is moving from their youth to
adulthood, we want to align with their values
and become their chosen charity to support
throughout their adulthood.
ALIGN with
their values,
be their CHOSEN
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COMMUNICATION
STRATEGY
MEDIA
WHAT DO THEY WANT?
An interesting story that engages the audience to react
An incentives for them as media and for the audience
Events that are deemed newsworthy (hype or drama)
WHAT DO WE NEED TO COMMUNICATE?
Legacy is a heritage to this country but it is not well known
Legacy provides small to large actions that influence the rebuilding of
a family fromfallen or injured service man.
Legacy is here to provide assurance for the people who protect this country.
HOW WILL WE TALK TO THEM?
By producing a conversational topic that is as easy and relatable
By producing newsworthy guerilla campaigns that is frequented by Australians
By producing a mascot that will draw the attention of the audience.
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IMC
PLAN
IMC
PLAN
Guerrilla marketing
During our awareness phase we will integrate
guerrilla marketing & social media. Sticker bomb-
ing & clean art will be used to capture the target
audiences attention, while asking for feedback
through social media. This type of
advertising is visually appealing to the audience
& will generate interest in the campaign.
Outdoor
WIFI & CHARGING INSTALATION
A key way to engage with the target
audience is by offering the free wifi and phone
chargers. These stations will be placed in
high traffic areas where people need them,
underground train station, shopping malls,
sporting venues and public spaces. The target
audience will also be introduced to Legacy Man &
Legacy through this platform.
Advertising
RADIO
Austereo stations will be used across
Australias capital cities to promote our
character, our message and who Legacy is.
Radio will allow the audience to create a their
own visual of Legacy Man.
Promotion Sales
MERCHANDISE
We are going to offer promotional
merchandise to the audience at events; rain
ponchos at AFL games, & sunscreen at the cricket.
To acquire merchandise the consumers will need to
engage with Legacy &/or Legacy Man through
social media. We will then be able to target these
consumers with direct marketing.
Support media
TRANSIT MEDIA
Bus and tram stop posters are one of the most
useful out-of-home advertising. A long shelf
life is effective for campaigns that require
awareness. They will be strategically placed in
social spaces, retail centres & the CBD close to
our charge & wifi stations.
Guerilla
Radio
Support
Media
Digital
Web
Digital
Youtube
Direct
Marketing
Social
Media
Outdoor
PR
Promotional
Sales
Personal
Selling
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IMC
PLAN
IMC
PLAN
Digital
ONLINE INTERACTIVE WEBSITE
A new and interactive webpage will be created for Legacy Man. The webpage will feature Legacy Man
& what he is doing to help build our Legacy. In 2013 internet access through mobile devises reached
an all time high at 76%, this will need to be considered.
Social Media
YOUTUBE
YouTube is a great platform to use for building a brand image. It allows us to create a personality
for Legacy Man. The channel will also give the consumer the ability to personally interact with both
Legacy & Legacy Man. YouTube also allow us to capture data on the target market.
FACEBOOK , TWITTER & INSTAGRAM
Facebook, Twitter and Instagram will be used to engage, interact, and build an online presence with
our target market. A key benefit social media offers is the ability to capture data & then use that
to evaluate & enter new markets.
Direct Marketing
E-NEWSLETTER
Collecting data from social media & YouTube will give us the ability to send an electronic
newsletter on a regular basis.

Public Relations
Public relations will be used to generate engagement & remind the public of Legacy, their goals &
who they are.
PERSONAL SELLING
LEGATEAM
The legaTeam is an online membership network. It will be driven through social media and the Leg-
acy Man website. LegaTeam members will have access to exclusive content and also be given the
opportunity to share their stories. Each month LegaTeam members stories will published in a comic
book strip.
OUTDOOR
PROMOTIONAL SALE
SOCIAL MEDIA
3 main drivers
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CREATIVE
BRIEF
CREATIVE
BRIEF
19
CREATIVE
BRIEF
CREATIVE
BRIEF
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CREATIVE
STRategy
CREATIVE
STRategy
HOW WE WILL GENERATE DONATIONS
This campaign has been developed to raise donations on multiple platforms.
Charge Stations, the ability to donate with coins or through paypass
Online (mobile & desktop) credit card, debit card, PayPal, bank transfer
Becoming a LegaTeam member allows the audience to sign up to Legacy and make ongoing
contributions
Guerrilla focuses on generating
awareness, & interaction.
Direct audience with the question
#whatDoYouNeed? These allow
audience to interact with the brand
via # & the campaign can then cater
promotional merchandising towards
the needs of the audience.
Transit media & radio serve as
traditional route to generate
awareness
These ads will be displayed & heard in
transit on a daily basis
Allow campaign to remain top of mind.
Wifi & charging installation around
key CBD areas will be built & act as
central points for the campaign.
Promotional merchandise will be
distributed from these points.
Points will be supported by press
releases, personal selling volunteers
on the spot, interaction of
#WhatDoYouNeed on social media &
an interactive web page that recieve
donations and dispenses info.
To drive the donation for Legacy, the
campaign sought to use a role model for
audience to engage with. This role model
will utilise direct marking & digital media
to influence audience to help him achieve
his goals that aligns with each fundraising
event held by individual chapters.
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CREATIVE
EXECUTIONs
CREATIVE
EXECUTIONs
GUERRILLA MARKETING
STICKER BOMBING & CLEAN ART
The stickers will ask the audience What do you
need?
& engage with them to tell us through social
media using the hash-tag #whatdoyouneed.
There will also be a corresponding sticker that will answer the first question with services we are
going to provide; free wifi, phone chargers, ponchos etc.
Hashtag in bright aqua marine & qrcode for ease
of access to the call to action
#whatDoYouNeed
#whatDoYouNeed
#whatDoYouNeed
#whatDoYouNeed
#whatDoYouNeed
#whatDoYouNeed
STICKER VARIATION
STICKER MOCK UP
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CREATIVE
EXECUTIONs
CREATIVE
EXECUTIONs
CLEAN ART MOCK UP
CLEAN ART TEMPLATE
Clean art use in conjunction
with sticker bombing to increase
engagement and awareness among
audience
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CREATIVE
EXECUTIONs
CREATIVE
EXECUTIONs
ADVERTISING
Radio
The radio advertisement will use our character
Legacy Man, Legacy Man will get the campaign
message out to the public, here when you need
us. The advertisement will put Legacy Man at
the forefront of the campaign while promoting
the message, here when you need us.
SFX: Bugle anthem
LMVO: Listen up fellow Australians, Legacy
Man addressing the nation.
You spoke! I answered! Wifi and
charging booths are scattered
around (insert city). Hit me with
more suggestions at hash tag
whatdoyouneed
PRINT
Print ads will be produced as promotional
posters, these poster & flyers will be
distributed around CBD
I CRUSH MOSQUITOES AS EASILY AS
I HELP GRANDMA WITH HER TOMATO
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CREATIVE
EXECUTIONs
CREATIVE
EXECUTIONs
OUTDOOR
TRANSIT MEDIA
Transit media will be targeted to showcase
the message & further promote the
characterization of Legacy Man to the
public. The print ad will be quirky, cheeky &
sentimental at the same time.
TRANSIT MEDIA MOCK UP
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CREATIVE
EXECUTIONs
CREATIVE
EXECUTIONs
WIFI & CHARGING STATION
A wifi & charging station will be created in conjunction with the launch of Legacy Man, these in-
stallations will be made in the form of static outpost. The stations will serve as a rallying point
for Legacy Man & the target audience.
While in these loca-
tions the target audience will
be able to charge their
devices & receive
access to the Internet.
Secondly, Legacy Man will be
made available at these in-
stallations to interact and
engage the target audience on
the topic of Legacy and what
Legacy Man does, an indirect
route to personal selling.
SALES PROMOTION
MERCHANDISING
Merchandising plays a huge part in imparting the values of Legacy unto the target market, the
merchandising will consist of small items such as sun block lotion, mosquito repellent, rain ponchos,
blankets & umbrellas. These items will be handed out based on the need during the specific event.
26
CREATIVE
EXECUTIONs
PRESS RELEASE
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CREATIVE
EXECUTIONs
SOCIAL MEDIA
FACEBOOK
Facebook profile of Legacy Man will be
created to give the character an online
profile. This profile will showcase Legacy Man
as an everyday hero among Australians & allow
the target audience to connect with him on a
personal level.
TWITTER
Twitter account will be enabled for Legacy Man
to shout out events & updates on his activities.
PUBLIC RELATIONS
Public Relations engagement will focus on Legacy Man as the Brand Ambassador, he will
interact with the media & create conversational pieces that are relevant to both the media &
Legacy. His characteristic of cheekiness, quirkiness & the perfect Australian has to be projected
audibly to the audience.
YOUTUBE
A YouTube channel will be created to allow
insight engagement with Legacy Man, the channel
function to keep the target audience informed
on his actions, provide entertainment value,
increase the audience and brand interaction.
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CREATIVE
EXECUTIONs
DIGITAL
INTERACTIVE WEB
A new interactive webpage is going to be made for both mobile and desktop. The page will be
simplistic, Legacy Man and how to be involved. The site will also have a simplified donation
process that will incorporate PayPal as a new payment method.
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CREATIVE
EXECUTIONs
DIRECT MARKETING
E-Newsletter
The e-newsletter will be used to inform the audience of what Legacy Man has done with the
donations. Each month we will publish a different story that is visually engaging to the audience.
This will connect the audience, Legacy Man and Legacy.
30
MEDIA
STRATEGY
OBJECTIVES
To increase national awareness of Legacy and what they do to help Australian families
affected by conflict
To create a campaign that branches out through the potential donors online network to
maximise reach
To engage society in a campaign that shows that Legacy is helping young Australians by
using the Legacy Man
MEDIA SELECTION RATIONALE
AUSTEREO
Using radio will create awareness beyond the direct metropolitan areas. Radio is an inexpensive
method in increasing the frequency of Legacy Mans message. The target audience is 33% more
likely to listen to Austereo than the general public.
A negotiated partnership would be recommended with Austereo for advertising opportunitys
beyond paid insertions, with high probability for numerous pro-bono spots. We have strategically
chosen 1 station in each capital city relevant to our target market.
ADSHEL
Adshel is a national out-of-home bus stop and poster advertising company. They specialize in
national campaigns. We will place 550 posters in CBD and inner suburbs for 2 week periods 4 times
a year. Adshel has also offered a 40% discount as Legacy is a not-for profit organization.

STREETWISE MEDIA
Sticker bombing and clean art provide a different and interesting way of generating awareness for
Legacy and delivering the tone of our campaign. We will be sticker bombing throughout the
central metropolitan and other high traffic areas to expose our message to as many people as
possible. The clean art will be great for generating awareness as well as delivering the tone of
our campaign through our bright design and the alternative advertising medium.
31
MEDIA
STRATEGY
MERCHANDISE
We are using merchandise as tools to encourage an empathetic response from the target market.
We will be giving them small things that are generally taken for granted until they are gone. This
includes; free wifi, phone charge, raincoats, sunscreen and water bottles.

YOUTUBE
YouTube delivers a reach similar to the largest free-to-air TV stations each month, making it a
more cost effective alternative to TV for delivering a similar impact. Targeting specific areas and
age brackets allows the campaign to deliver impact and result for a low cost investment.
FACEBOOK
Facebook is the most used social medium in Australia and building the Legacy brand on Facebook is
a way of achieving ongoing communication channel with millions of people and their networks.
WEBSITE & LEGATEAM
We have chosen an online platform with a strong focus on a mobile website, 76% of Internet
activity is through mobile. The website will be visually engaging and display concise relevant
content.
The website will also give the consumer the option to make online donations & become a LegaTeam
member.
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MEDIA
PLAN
Medium Size Position Day Cost No. of Ads Estimated Viewership Total Gross July Aug Sep Oct Nov Dec Jan Feb March April May June July Aug
Radio - Auststereo Per Ad
Melbourne Fox FM 101.9 15 seconds Breakfast Mon - Fri $310.20 18 $5,584 6 8 8 8 8 4 4 6 6 8 8 4 4 8
Melbourne Fox FM 101.9 15 seconds Drive Mon - Fri $359.70 18 $6,475 6 8 8 8 8 4 4 6 6 8 8 4 4 8
Sydney 2Day FM 104.1 15 seconds Breakfast Mon - Fri $310.20 18 $5,584 6 8 8 8 8 4 4 6 6 8 8 4 4 8
Sydney 2Day FM 104.1 15 seconds Drive Mon - Fri $359.70 18 $6,475 6 8 8 8 8 4 4 6 6 8 8 4 4 8
Perth 92.9 15 seconds Breakfast Mon - Fri $310.20 18 $5,584 6 8 8 8 8 4 4 6 6 8 8 4 4 8
Perth 92.9 15 seconds Drive Mon - Fri $359.70 18 $6,475 6 8 8 8 8 4 4 6 6 8 8 4 4 8
Brisbane B105 105.3 15 seconds Breakfast Mon - Fri $282 10 $2,820 4 6 6 6 6 2 2 4 4 6 6 2 2 6
Brisbane B105 105.3 15 seconds Drive Mon - Fri $327 10 $3,270 4 6 6 6 6 2 2 4 4 6 6 2 2 6
Adelaide SAFM 107.1 15 seconds Breakfast Mon - Fri $282 10 $2,820 4 6 6 6 6 2 2 4 4 6 6 2 2 6
Adelaide SAFM 107.1 15 seconds Drive Mon - Fri $327 10 $12,834 4 6 6 6 6 2 2 4 4 6 6 2 2 6
Total for Austereo $57,918
Out-of-Home Media Per Fortnight
National Campaign Light Weight CBD & Inner Suburbs $179,300 550 51,195,000 $717,200 2 wks 2 wks 2 wks 2 wks
Total for Out-of-Home $717,200
Online - Per Month
Facebook
Major 15 seconds News Feed 24x7 $4,320 110,000 - 300,000 $17,280 x x x x
Light 15 seconds News Feed 24x7 $1,240 35,000 - 92,000 $9,920 x x x x x x x x
Total for Online $27,200
Other Advertising
WIFI & Power Stations $180,000
Merchandise $30,000
Total for Other Advertising 210,000
Guerrilla Marketing
Sticker Bombing 3,000 x x x x
Water Pressure Stencils 3,000 x x x x
Total for Guerrilla 6,000
Key Campaign Total $1,018,318.20
Soft Launch
Major Launch
Light Advertising
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Medium Size Position Day Cost No. of Ads Estimated Viewership Total Gross July Aug Sep Oct Nov Dec Jan Feb March April May June July Aug
Radio - Auststereo Per Ad
Melbourne Fox FM 101.9 15 seconds Breakfast Mon - Fri $310.20 18 $5,584 6 8 8 8 8 4 4 6 6 8 8 4 4 8
Melbourne Fox FM 101.9 15 seconds Drive Mon - Fri $359.70 18 $6,475 6 8 8 8 8 4 4 6 6 8 8 4 4 8
Sydney 2Day FM 104.1 15 seconds Breakfast Mon - Fri $310.20 18 $5,584 6 8 8 8 8 4 4 6 6 8 8 4 4 8
Sydney 2Day FM 104.1 15 seconds Drive Mon - Fri $359.70 18 $6,475 6 8 8 8 8 4 4 6 6 8 8 4 4 8
Perth 92.9 15 seconds Breakfast Mon - Fri $310.20 18 $5,584 6 8 8 8 8 4 4 6 6 8 8 4 4 8
Perth 92.9 15 seconds Drive Mon - Fri $359.70 18 $6,475 6 8 8 8 8 4 4 6 6 8 8 4 4 8
Brisbane B105 105.3 15 seconds Breakfast Mon - Fri $282 10 $2,820 4 6 6 6 6 2 2 4 4 6 6 2 2 6
Brisbane B105 105.3 15 seconds Drive Mon - Fri $327 10 $3,270 4 6 6 6 6 2 2 4 4 6 6 2 2 6
Adelaide SAFM 107.1 15 seconds Breakfast Mon - Fri $282 10 $2,820 4 6 6 6 6 2 2 4 4 6 6 2 2 6
Adelaide SAFM 107.1 15 seconds Drive Mon - Fri $327 10 $12,834 4 6 6 6 6 2 2 4 4 6 6 2 2 6
Total for Austereo $57,918
Out-of-Home Media Per Fortnight
National Campaign Light Weight CBD & Inner Suburbs $179,300 550 51,195,000 $717,200 2 wks 2 wks 2 wks 2 wks
Total for Out-of-Home $717,200
Online - Per Month
Facebook
Major 15 seconds News Feed 24x7 $4,320 110,000 - 300,000 $17,280 x x x x
Light 15 seconds News Feed 24x7 $1,240 35,000 - 92,000 $9,920 x x x x x x x x
Total for Online $27,200
Other Advertising
WIFI & Power Stations $180,000
Merchandise $30,000
Total for Other Advertising 210,000
Guerrilla Marketing
Sticker Bombing 3,000 x x x x
Water Pressure Stencils 3,000 x x x x
Total for Guerrilla 6,000
Key Campaign Total $1,018,318.20
Soft Launch
Major Launch
Light Advertising
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CAMPAIGN
EValuation
OUR CAMPAIGN WILL BE MEASURED IN 3 DIFFERENT WAYS;
AWARENESS, INTERACTION AND DONATIONS.
WE HAVE TOOLS IN PLACE THAT ALLOWS US TO MEASURE THE SUCCESS
OF EACH OBJECTIVE.
FACEBOOK INSIGHTS
Facebook Insights provides an in-depth picture of fans interactions with the page. The program
will give us insights into; optimum times to post content, the type of content the audience is en-
gaging with and a demographic breakdown.
HASH-TAG
The hash-tag, #whatdoyouneed, will be monitored across all social media platforms. For an in-
depth analysis, social media tracking software can be used to monitor and measure the use of the
hash-tag.
GOOGLE ANALYTICS
This web-based application will give us analytical information.
Which online campaigns bring the most traffic and conversions
Determine where your best visitors are located
Learn what people are searching for on your site
Visualize what people click on the most
This information will be used to improve the websites content, conversions and user experience.
Main areas of evaluation
Increase in donation
Facebook page likes
YouTube video play count
Hash-tag usage
Overall Legacy Man awareness
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CAMPAIGN
BUDGET
We have allocated a total budget
of just over $1 million for the roll
out of this campaign.
Guerilla Marketing is the most cost effective advertising strategy. Sticker bombing and water
pressure stencils are cheap and can be used multiple times to boost awareness when needed.

Bus stops - Adshel national lightweight campaign. Because Legacy is a not-for-profit
organization, Adhsel are able to offer a 40% discount to their standard rates, this has been
applied to the media budget.
We have budgeted $180,000 for the wifi & charge stations, however we recommend using Legacys
existing relationship with Telstra to make the campaign more cost effective.
As an ongoing relationship is established with Austereo we suggest using them as a PR platform to
generate conversation and talk back about Legacy Man, this will allow for no media cost.
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FUTURE
RECOMMENDATION
As our IMC plan is executed we have concepts that can be incorporated in the future to keep the
target audience engaged and for Legacy to continue growing.
LEGATEAM DAY
As the LegaTeam grows in popularity we recommended holding LegaTeam events, either by state or
by chapter. These events would enhance the intimacy of the LegaTeam and strengthen their
relationship with the brand.
LEGAFAMILY
Similar to LegaTeam, the target market will have the option to connect with their family members
and create their own online LegaFamily. This will also carry over with the target audience as they
mature and start their own family.
LEGATREE
Creating a digital visually appealing family tree. The LegaTree gives the target audience the
ability to build a family of friends and connect them all through the LegaTree and personally
share their Legacy stories and donations.
CARTOON SERIES
The adventures of Legacy Man and his LegaTeam
One Legacy Man has achieved a healthy online presence, he could be introduced as an online comic
aimed at children. Introducing the foundation to children at a younger age will widen the span of
Legacys target market, encouraging them to participate in a fun and interactive way from a young
age.
TELEKINESIS
Using new media such as telekenisis to control the target markets mind & make donate to Legacy.

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