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10th Street Advertising Campaign Handbook

10th Street Advertising Campaign Handbook

Sheila Vazquez, Jordan Woody, Keeli Waugh, Kelsey Smith

Columbus State University

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10th Street Advertising Campaign Handbook

Table of Contents

Foreword ...………………………………………………………………………………………. 3

Client Assessment ……………………………………………………………………………….. 4

Problem/Opportunity Assessment - SWOT Analysis - and Research Design …………………... 7

Target Public Assessment …………………………………………………………………….... 11

Goals, Objectives, Strategies and Tactics …………………………………………………….... 18

Progress Memos …………………………………………………………..…………………..... 26

Appendix...……………………………………………………………………………………….43

References.…………………………………………………………..………………………..... 45
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10th Street Advertising Campaign Handbook

Address: 9th Street, Columbus, GA, 31907

Phone: 334-444-6708

Email: Vazquez_sheila@columbusstate.edu

Dr. Alison Slade

4225 University Avenue

Columbus, Georgia 31907

Dear Dr. Slade,

10th Street Advertising wants to start off by thanking you for doing a great job at teaching your
first semester here at Columbus State University. Despite all the obstacles, you managed to guide
us through the campaign. You gave us wisdom and knowledge (also a few laughs).
The campaign we constructed was for Teen Challenge Southeast Regional Office. The office
located in 10th Street helps those affected by addiction within the Chattahoochee Valley and
provides support to the Columbus Women’s Center. The center has a program that caters to those
who need help with substance abuse.
Our main channel of communication was Prisca Walters. She came to us wanting for Teen
Challenge to get more attention in Columbus, Georgia. Apparently, not many know who they are
and less what they do.
We hope the campaign to be presented shall excel your expectations and that all of us at 10th
Street Advertising gain experience from it.
Best Regards,

Sheila Vazquez, Account Director

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Client Assessment

10th Street Advertising’s client is Teen Challenge Southeast and we will be working to

provide advertising support to the Columbus branch of Teen Challenge. Teen Challenge was

founded by David Wilkerson in 1958. Wilkerson worked to help teens in Brooklyn, New York

with drug addiction using the message of God’s love. For the past 59 years Teen Challenge has

evolved into a worldwide organization that offers help to over 28,000 men, women, boys and

girls. Teen Challenge continues Wilkerson’s goal of providing God’s power to help those who

face drug abuse and addiction problems.

Teen Challenge’s mission statement is “putting hope within reach (personal

communication, Sep 9, 2017).” The overall vision for Teen Challenge is to give every addict a

chance to rebuild themselves. Teen Challenge is dedicated to helping addicts build their

relationship with God and heal their mind, body and spirit. For this project, Teen Challenge’s

goals are to promote for their program in Columbus, partner with local businesses/sponsor events

within the community to raise funds and increase Teen Challenge’s online presence.

The staffing structure of Teen Challenge’s development department includes five

members. Prisca Walters is the director of development. Diana Pippen’s role in the group is of

donor communication. Lauren Money does graphics and social media. Janelle Nance oversees

social media. Mariel Villareal oversees copy writing and everything administrative. According to

Prisca Walters, “they have collaborative approach,” and, “typically all have a say in every

project (personal communication, Sep 9, 2017).” They said to have tried many marketing

strategies. Some have worked, while others haven’t.

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Teen Challenge Southeast wants its target audience to be the people of Columbus who

don’t recognize them. Those who currently give to the organization are a few wealthy families

and churches in the area. However, the word needs to get out about Teen Challenge. They feel

like the average citizen does not recognize about them, despite being in Uptown Columbus. They

also feel like those who do know them feel like they carry a positive image of hope. It helps that

that they have newsletters to prove that feeling. Those newsletters carry testimonials from people

who were in the program and got their life straight. There are also many videos on YouTube of

people telling their story.

Advertising for Teen Challenge consists of different components. Teen Challenge has

used and continues to use advertising such as; Informational pamphlets, YouTube, and more

recently...billboards. They often share the success stories of those who have gone through the

Teen Challenge program to pull in their audience. Also, by sharing success stories they can show

sponsors and any donors that their money is being put into good use.

To maintain consumer relations client sends out a bookmark to donors and every month

those that sponsor receive a picture of someone saved by Teen Challenge along with their

background story.

Teen Challenge maintains community relations through the churches of Columbus. Teen

Challenge is religious based and from that they have a good relationship with the churches in

Columbus. Even outside of the church community, people who know of Teen Challenge know

they use Christianity to help people recover.

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Teen Challenge mainly uses social media to sustain media relations. Teen Challenge has

Facebook, Instagram, YouTube Channel, and Twitter, but their social media platform use has not

been used to its full potential. Their use of social media is extremely new, but they plan on

promoting events, gaining support, and raising awareness through social media platforms. To

maintain a following and gain support through media, Teen Challenge must be consistent with

their posts across multiple social media platforms. This can be done effectively by assigning a

specific person or group of people to oversee promotion, news, and announcements across social

media.

Teen Challenge has done a really good job of communicating and reaching new

audiences through their videos on YouTube. They have people who have gone through their

program share their story of their troubles and how Teen Challenge helped change their lives.

Also, they are updating their website making it easier for people to donate, find information or

get help. And, as mentioned before they have pamphlets that are shared that give people a better

idea of the organization and the great things accomplished for those that need help.

The main thing Teen Challenge wants us to do is help grow awareness throughout

Columbus. We will need to have different advertising methods depending on the target audience.

To bring more volunteers to Teen Challenge we discussed putting flyers around Columbus State

University and having Teen Challenge participate in CSU events. Also, we need to advertise in a

way that people feel like they can go to Teen Challenge for help without fear of being judged or

harmed.
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Problem/Opportunity Assessment - SWOT Analysis - and Research Design

Problem Opportunity

Awareness Raise Awareness in Columbus

New to Social Media Consistent Posts on Social Media to Help Promotion

Problem/Opportunity Assessment

Problem/Opportunity Statement

The problem Teen Challenge Southeast is facing is that even though they are in

downtown Columbus, many citizens do not know who they are and what they do.

History with Problem/Opportunity

Teen Challenge Southeast did not have sufficient social media presence, until recently.

They have mainly focused on their top donors, who are wealthy people from churches and

organizations. Their biggest failure happened at an event where they claimed to have marketed

well, followed a clear process, and gotten the right people for the event. According to Prisca

Walters, “we did not follow with any marketing strategy after the event (personal

communication, September 8, 2017).”

Teen Challenge Southeast made a good decision to invite CSU communication students to

create ideas to solve the situation. While speaking with 10th Street Advertising, they were open

to ideas that were mentioned. They have created more social media pages about two to three

weeks ago.
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Current Advertising Needs

The easiest way that Teen Challenge Southeast can become relevant in Columbus is to

partner with local businesses. There are many shops, restaurants, and even Columbus State

University. With the local businesses, they can ask for donations from them or from customer

purchases. They can also get involved with Uptown activities. There are many events, especially

over the weekend. Saturday morning is a great way for them to advertise and possibly put a stand

up or create an event, since it gets busy because of local vendors. However, they should be open

to advertising in all of Columbus, not just Uptown. CSU and other local schools can give them

the opportunity to create fundraisers or campaigns against drugs.

Internal Factors

Strengths

● One great strengths of Teen Challenge are the people working in this organization.

Everyone we met with from Teen Challenge has been so passionate and motivated to

work with us on projects. Communication with Teen Challenge has been quick and

productive so far.

Weaknesses

● A weakness for Teen Challenge is their newness to social media. However, their

coordinator for social media is very enthusiastic to start growing Teen Challenge’s

following on social media.

Opportunities
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● Teen Challenge has a great opportunity to gain followers on social media and use that to

gain awareness in the Columbus area.

Threats

● The biggest potential threat is followers losing interest. If social media coordinator(s) do

not stay up-to-date with posts followers can lose interest in the organization.

External Factors

Strengths

● Teen Challenge has support in the local churches of Columbus. These churches assist

Teen Challenge with providing the local community with information about the program.

Weaknesses

● Teen Challenge is working to improve its relationship with the Columbus community.

Teen Challenge needs to gain more awareness to gain more support from the community.

Teen Challenge is looking to raise awareness in Downtown Columbus businesses.

Opportunities

● Teen Challenge has many opportunities it can take advantage of in our area. Teen

Challenge can raise awareness through Columbus State University and downtown local

businesses. The more people that are familiar with Teen Challenge will be able to help

them gain new donors and help them reach out to more people who need their assistance.

Creating a strong interpersonal relationship with local businesses in their area will help

build their community in Teen Challenges immediate area.

Threats
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● Teen Challenge will need to use mobile and social technology to avoid losing the

attention of the millennial audience. Teen Challenge will need to work toward gaining the

loyalty of a younger demographic that can help them raise awareness in a heavily CSU

student populated Downtown Columbus community.

Campaign Design

10th Street Advertising will run an awareness campaign for Teen Challenge using social

media. By using social media, we feel that we can reach the most people to better understand

what our client’s problems and opportunities are. We will conduct an online survey, made up of

10-15 questions, and distribute it through social media (Facebook, Twitter, etc.). We have

decided to do an online survey because we think that it’s the best way to be seen by the most

amount of people. Unlike an in-person survey, an online survey gives us the opportunity to reach

out to people from diverse cultures, backgrounds, and financial ability. We plan to ask the

participant what their knowledge of Teen Challenge is, how the religious aspect of Teen

Challenge affects their views of the organization, if they know anyone who could benefit from

Teen Challenge’s program (to establish a basis for need within the participant's community, not a

referral program) and what the participant’s opinion is of Teen Challenges branding efforts (both

in print and online). From this survey, we plan to use the results as a better idea of where the

issues lie with brand recognition, brand relation (how the participant relates with Teen

Challenge’s branding and promotion) and what the need is for a program like Teen Challenge in

the participant’s community. With these answers, 10th Street Advertising will be able to create a

campaign to offer long term solutions to the issues found in the survey.
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Target Public Assessment

Teen Challenge wants to attract the attention of the Columbus people to increase

awareness. To do this, Teen Challenge will need donors who are willing to make donations, co-

host events, and help promote their organization. Teen Challenge wants to let Columbus know

that anyone struggling with drug addiction can go to them to and change their lifestyle within a

safe environment. Teen Challenge is wanting to reach out more to families with loved ones

struggling with addiction as well as people that feel like they have nowhere to turn to.

Target Audiences

A. Primary Audiences

1. Columbus State University

B. Secondary Audiences

2. Columbus Families

3. Downtown Columbus Businesses

4. Columbus State University

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Primary Audiences

1. Columbus State University

Teen Challenge can also take advantage of Columbus State University’s large community

of students, faculty, staff, and CSU Alumni. Fall 2017 saw 7,682 students enrolled at the

university. Columbus State University employs 1,360 faculty and staff. Columbus State

University has approximately 34,190 alumni with 60% of them living in Georgia.

Secondary Audiences

2. Columbus Families
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Teen Challenge would like to reach out to Columbus families that have loved ones

struggling with addiction. There are 73,051 households in the Columbus, Georgia area with

49.1% of households being families (“Columbus, GA Census Reporter,” 2016). Teen Challenge

can reach these families through social media, local churches, and local schools.

3. Downtown Columbus Businesses

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Downtown Columbus is where Teen Challenge Southeast is located. Downtown

Columbus has 38 retail stores and 48 restaurants of potential partners. Downtown Columbus is

also home to Columbus State University’s downtown campus, TSYS, Synovus, lofts and

apartments. Uptown Columbus helps promote the downtown community through events.

Uptown Columbus states, “Uptown hosts a wide variety of events, from art shows to concerts to

a fresh Farmers Market every Saturday from April – November (“Uptown Columbus,” 2017).

4. Columbus Donors

The largest companies in Columbus that could provide contributions would be TSYS,

Aflac, and Synovus.

Aflac states, “Aflac believes we have a responsibility to give back to the communities

where our corporate offices are located and the majority of our employees live and work.(“Aflac

Community Giving Application,” 2017)” Aflac sponsors a Community Giving Program that

provides charitable contributions to local non-profits in the area.

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The Synovus Foundation supports local communities. Synovus states, “We’re honored to

serve those who make our communities—and the world—a better place.We’re honored to serve

those who make our communities—and the world—a better place (“Sustain Your Mission,”

2017).”

TSYS has a “TSYS in the Community” initiative. The 2016 TSYS Global Citizenship

Report states, “TSYS donates funds, time, resources and services to charitable, non-profit, and

community initiatives with the intention of ‘giving back’ for the greater common good. (“2016

TSYS Global CitizenShip Report,” 2016).”

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The Columbus Georgia Chamber lists these three companies as major employers in the

region. In total, they employ 9,290 people in the area (“Major Employers,” 2017).

Audience Assessment

As 10th Street Advertising helps Teen Challenge gain recognition, there needs to be

awareness that there are other facilities in Columbus. Some facilities are stay-in (like Teen

Challenge Women's Center), while others only offer counseling. Some places are associated with

local hospitals or they are running by psychiatrics and their practices. For example, The Bradley

Center is associated with St. Francis and it is government funded. Teen Challenge stands out,

because it is not associated with a certain church. However, places that are associated with a

church have an advantage of secure donations. While, some organizations may have strong

support from religious practices and/or government funding, Teen Challenge can get from

businesses.

A problem that Teen Challenge faces with recognition is that there is about five other

facilities within a four-mile radius, according to Google Maps. Teen Challenge is listed on the

website FreeRehabCenters.org, which makes it official, but isn’t in Recovery.org. The way to

gain the recognition of local businesses and community members is by attending events. Also,

there are many communication outlets (TV stations, radio stations, newspapers). A hashtag can

be created and communicated in those platforms. Aflac and TSYS may be the most relevant

organizations that can get the word out about Teen Challenge. However, if they can’t for any

reason, then, Synovus would be a great platform from a starting basis.

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Teen Challenge’s biggest struggle is awareness. At 10th Street Advertising, we think that

gaining donors to help fund events and co-host fundraisers will increase Teen Challenge’s

awareness within the community. As discussed in the demographic research, there is a large

donor base in the Chattahoochee Valley area that is looking for worthy causes to fund. The

above data gives us the chance to better understand who our market is and how to reach them.

Since 10th Street Advertising has decided to run a social media campaign we’re going to plan and

promote events, fundraisers and partnerships through online channels like Facebook, Twitter and

LinkedIn. We will also promote through local media ad sources like Google AdWords, Facebook

AdSense, Twitter and LinkedIn ads as well. We’ve chosen these avenues because of they have

the widest user-base of professionals, or potential donors, of all social media platforms (Sachs

2016). We will use the data we’ve gathered to build a better picture of how to market to our

target demographic and what they respond to. The professionals in the Chattahoochee Valley

will respond to a campaign that is both clear in intention and user friendly. By crafting a

campaign with the donor in mind, we can attract the attention of potential donors without

seeming like we’re begging for money.

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Goals, Objectives, Strategies and Tactics

Problem/Opportunity Statement: Teen Challenge Southeast needs to raise awareness for its

organization in the Columbus, Georgia area.

GOALS

The goal is to raise awareness of Teen Challenge through Columbus and Columbus State

University Campuses

OBJECTIVE 1:

The objective is for Teen Challenge to raise awareness at Columbus State University.

STRATEGY:

The strategy is to implement an awareness campaign for Teen Challenge in Columbus with the

help of CSU and their resources.

TACTICS:

Create a PSA with a call to action for WCUG Radio Station at Columbus State University.

Send out a monthly e-mail blast to students to raise awareness.

Write an editorial for the Saber.

RATIONALE:

Three tasks can be completed using resources at the school. They are: a radio PSA, an email

blast, and an editorial. The first task mentioned is probably the most efficient way to receive
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attention. According to CSU Involve, “WCUG cougar Radio provides a diverse selection of

music and programming to reflect the musical and program interests of the student body and

greater community of the Columbus/Phenix City area (Campus Labs, 2017).”

The efficiency of using email blasts is that students and faculty are expected to use their school

operated accounts to communicate and get updates. The most efficient tool that CSU offers is

Cougar connection, which gives updates weekly to alumni.

The editorial can be published in The Saber (CSU’s newspaper). It is free and scattered all

through main and Riverpark campuses.

OBJECTIVE 2:

The objective is for Teen Challenge to raise awareness at CSU with the help of on campus

organizations.

STRATEGY:

The strategy is to implement an awareness campaign for Teen Challenge in Columbus with the

help of CSU’s organizations on campus.

TACTICS:

Teen Challenge can get sponsors through organizations that are already established.

The organizations can make a booth to sign up for donations.

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Columbus State University organizations can work with Teen Challenge by either volunteering

or promoting them.

They make advertisements of their own. It could be electronically or by flyers.

Make a PSA about Teen Challenge through the CSU radio station.

There would be public stands downtown in association with Columbus State University.

The Speaker Series can be a great way to advertise Teen Challenge. They would sponsor it.

RATIONALE:

The campaign is set to start in 2018. If it begins while going directly into the year, then that

means that it would be for the Spring semester. At that time, many organizations have already

planned their activities. However, campaigning can always start for fall semester, which starts in

August. Therefore, a setup of networking and events can be established throughout the school

year.

There are three tactics to use to implement awareness for Teen Challenge with using their

organizations. They are:

1. Teen Challenge can sponsor an organization.

2. The organization can help set up a donation booth.

3. The organizations can work with Teen Challenge.

There are many organizations at CSU. Many of them are Christian-based or are honor

societies. If you go to the link https://columbusstate.campuslabs.com/engage/Organizations ,

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then it can be seen how much help can be received. If they want to campaign downtown, they

could always contact the Abbey (faith-based) or CSU’s communication department. The link for

the Abbey is http://www.flintriverpresbytery.org/?page_id=507. The communication department

can be reached by emailing Glenn Arrington at arrington_glendora@columbusstate.edu

TACTICS/TASKS

By sponsoring another organization Teen Challenge can increase their awareness. Teen

Challenge will be a part of any event their chosen organization has. Whether they have a booth

set up, a speaker presentation, or their logo displayed on a t-shirt.

CSU has many great promotional opportunities for Teen Challenge. Many students will

be eager to volunteer for hours and there are many Christian based clubs and organizations

within Columbus State University. By implanting Teen Challenge within these clubs, we can

promote and raise awareness. Teen Challenge will be spread through word of mouth, flyers,

radio, and events.

KEY MESSAGES AND THEMES

Key Message: “Together we can put hope within reach”

We combined slogans used on the Teen Challenge website under the volunteer section.

We think the message is short and sweet. It is sending the message that hope is achievable when

people work together.

CHANNELS OF COMMUNICATION
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Traditional Media Channels

Since we’re trying to raise awareness through Columbus State University, we want to use

media channels we already have access to. Columbus State University has a radio station,

WCUG, and a monthly magazine, The Saber. We will use a PSA with a call to action from

http://stoprxabuseinga.org (the PSA can be downloaded from http://stoprxabuseinga.org/radio-

psas/). The PSA we chose to use is #4: Teenage Girl 18. A transcript of the PSA can be found in

Appendix A. We chose this source for the PSA because the campaign is aimed at stopping

prescription pill and recreational drug use in teenagers and young adults in Georgia. We will give

the PSA to WCUG and write an editorial to be published in The Saber. We’re going to choose

these outlets for a few key reasons -- they’re free and they have a large community reach.

Thousands of issues of The Saber are printed monthly and are spread over the main and

Riverpark campuses, with some issues being distributed in downtown businesses. WCUG,

sponsored by PMB Broadcasting, can be heard all over the Muscogee county area and online at

any time.

Interactive Media Channels

Teen Challenge currently has an informative website but is lacking when it comes to

interactive media channels. We want to start by building a social media channels with a

dedicated presence. Teen Challenge does currently have a Facebook that is being utilized well

with a regular posting schedule. We would like to create and promote an Instagram page where

the organization can post about fundraisers, success stories, and connect with other similar
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organizations. We also think it would be beneficial for Teen Challenge to send a monthly email

blast with updates on the organization, a profile on a success story and show donors where their

money goes. We chose both outlets because, as previously stated, they’re free and have a large

community reach. These tactics are easy to market and are widely reachable to accommodate the

audience we’re looking to attract.

Non-Media Channels

Non-media channels are essential for an organization like Teen Challenge. While Teen

Challenge’s first goal is to raise awareness, their next goal is to increase their donor base

therefore increasing their donations. We recommend doing at least two fundraisers a year, with a

goal of raising that to four fundraisers a year (one per fiscal quarter). We also recommend

partnering with businesses in the downtown area to help sponsor and promote community events,

like the concert series or market days. Since we’re planning to use Columbus State University to

raise awareness, we could include Teen Challenge in career and resource fairs, and allow them to

speak in panels with similar themes during Residence Life’s bi-annual safety week. We chose

these methods because it’s the best way to reach the most amount of people for the least amount

of money. While throwing nice fundraisers can be expensive, partnering with community and

educational events is cost effective and has the largest reach for our target audience.

TIMETABLE/CALENDAR
Task Description Assigned Sept Oct Nov Dec Jan Feb March
Research: Hold initial Team Sept
Client meetings with
Meetings client.
Research: Conduct Team Begin End
Columbus research into
State Columbus State
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University University
audiences.
Tactic: PSA with a call Jordan Begin
CSU Radio to action for End
Station WCUG

Tactic: Layout for Kelsey Begin

E-Mail Blast Monthly E- End
Mail Blast
Tactic: Editorial for the Sheila Begin
Editorial Saber End

Evaluation: Collect survey Team Begin

Survey information End
from target
audiences after
release of any
promotional
material.

Evaluation: Review survey Team

Survey information and
Review adjust
promotional
material based
on feedback.

BUDGET

This strategy with working with Columbus State University is cost effective. There are no

foreseeable costs with this plan.

EVALUATION

Ongoing evaluation is the process of keeping the strategic plan on track with current

initiatives and priorities. Ongoing evaluation is important to a successful advertising campaign

because a strategy can change and evolve based on the analytics and data collected. Ongoing
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evaluation insures that the implementation of the plan is supporting the goals of the advertising

campaign.

The objectives for Teen Challenge that we recommend be part of an ongoing evaluation plan

would include:

● Collect survey information from target audiences after release of any promotional

material. (i.e. Radio Station PSA, Newspaper Editorial)

● Review survey information and adjust promotional material based on feedback.

● Monthly collection and analysis of social media analytics.

● Adjust online strategies according to information provided from social media analytics.

● Collect attendee information (i.e. name, email, business) at fundraisers and compile

assessment.

● Send follow-up email of fundraisers asking for feedback about event.

● Adjust future fundraising strategies based on feedback.

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Progress Memos

10th Street Advertising communicated primarily through email with Teen Challenge. The

Account Executive (Sheila Vazquez) was in charge of maintaining communication with Prisca

Walters. At times there would be replies with Mariel Villareal. There was also a visit to the

office in which there was a meeting that was recorded. Included are copies of of the emails

between Sheila Vazquez and Prisca Walters.

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September 1, 2017

Hello Prisca,

My name is Sheila Vazquez. This memo is to inform you about the decisions made on Teen

Challenge for CSU’s Advertising Campaigns class. I speak to you on behalf of 10th Street

Advertising. The team is composed of Jordan Woody, Keeli Waugh, Brittney Baxter, and Kelsey

Smith, including me. We would like to thank you for taking the time to speak with us about the

organization and your goals.

We have chosen to participate in the Southeast Teen Challenge. We believe that we should stick

to our team’s name roots. We chose 10th Street Advertising as a symbol of the street being the

heart of downtown Columbus. Also, we all are women and it would be a pleasure to help those

that need it.

We haven’t elaborated a plan to help the organization. However, we would like to meet with you

personally and visit the women's center if possible. If you have a specific plan in mind, please

tell us.

We look forward to working with you and Teen Challenge. Hope to hear from you soon.

Reply: Hello 10th Street Advertising,

Thank you for selecting Teen Challenge to be your next client. We have no doubt 10th Street

Advertising will exceed our expectations. As we move forward, your team will have an
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opportunity to learn about our organization's advertising needs and how your team can best assist

us with sharing our mission of Putting Hope Within Reach.

Visiting the Women center is a great idea. This visit will quickly give your team a realistic

understanding of our organization is structured and the vision of Teen Challenge. Let's talk about

the best day and time.

Thank you, again, for choosing to collaborate with the Development Department. We look

forward to speaking with you in the near future to further discuss and formulate strategies for this

unprecedented awareness campaign.

With Gratitude,

Prisca

Reply:

We are excited to continue. We think that the best date is Friday from 1pm to 2pm. That is the

only time we can all get together since it's our class time. The professor gave us that free time.

If it is this Friday the better.

Good Morning Sheila,

Thank you for your speedy reply. My team will gladly host 10th Street Advertising on Friday at

1:00 p.m. at our corporate offices at 15 W 10th St.

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We will be prepared to answer your questions and have you tour the building to get a better idea

of our mission.

Let's plan on visiting the Women's Home next week if possible. We will coordinate your visit

with the executive directors of the facility.

Reply:

Good Morning Prisca,

We are prepared to come to the corporate offices on Friday. Also, is it OK if we can come with

recording devices?

Reply:

Hi Sheila,

Absolutely.

We look forward to seeing you all.

Be well.
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September 15, 2017

Hello Prisca,

We want to inform you that last week's meeting was beneficial to helping us understand Teen

Challenge. The resources you gave us are a great start for reaching the people of Columbus.

Also, we are sad to inform that Brittney Baxter is no longer part of our team and we are now

four. Those who attended the meeting last week are all the ones who are currently working with

10th Street Advertising.

We haven't made a plan yet. However, starting next week we will start to elaborate a structure

for a campaign. We made a client assessment this week to review the organization. It will be

complete on Monday. Once it is finished we can send you a copy if you like.

We hope to reschedule for the tour of the center.

If you have any questions please feel free to contact me. Have a nice weekend!

Reply:

Hi Sheila,

Happy Friday.

We are all very excited to hear the strategies 10th Street Advertising develops. There could be no

more pressing time to raise awareness about Teen Challenge in the aftermath of Hurricane Irma.

Thank you in advance for your time. If you have additional questions, please let us know.
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September 22, 2017

Hello Prisca,

We hope you are looking forward to the weekend. I have attached a document that is the client

assessment. We hope you and your team can review it. Also, last week we said we were to start

making a structure for a campaign. Unfortunately, that hasn't happened. We have instead decided

to analyze what is needed more thoroughly.

This weekend we are working on a SWOT analysis. With it we can break down the two

problems we can focus on: awareness and existence on social media. We will let you know how

that went and send you a copy. We are hoping that this analysis lets us go further.

Please let us know if you have any questions (particularly on the client assessment).It is crucial

to know if you feel we let out any information.

Hope you have a nice weekend and look forward to hearing from you.

Reply:

Hi Sheila,

Thank you for such a comprehensive client assessment. We will review 10 Street Advertising's

assessment and let you know if we have any questions. As you all work on the SWOT this wee,

please let us know if we can provide clarity or answer questions that arise.

Thank you, again, for your time.

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September 30, 2017

Hello Prisca,

Hope you had a good week. Did you get a chance to look at the client assessment? If you have

any questions or concerns about it please feel free to say.

This week I have attached a SWOT analysis. It goes deeper as to how to achieve the goal of

awareness. Hopefully, you can agree with it.

Hope you have a great weekend!

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October 6, 2017

Hello Prisca,

Hope you have had a wonderful week. Hope you were able to analyze the SWOT analysis.

Although it isn't key- Teen Challenge should think of a way to keep up with possible donors and

addicts. We can work on that.

The key audience are those who need to recover from addiction. While donors may be

fundamental to supporting the organization, the key for getting known is to help the community

of Columbus. We have gathered this from our research. With this information we are to start a

campaign plan next week.

If you have any concerns, please contact me and my team. Have a great weekend!

Sincerely,

10th Street Advertising

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October 13, 2017

Hello Prisca,

Hope you have had a wonderful week. Last week, me and my team, sent you a SWOT Analysis

and told you who we were to focus on. Things have changed as we think awareness should start

with baby steps.

After a meeting the team we had on Monday afternoon we decided that our campaign can be at

Columbus State University. There are many undergraduates that are involved in organizations

with possible donors. Plus CSU students are Teen Challenge's neighbors and it was stated that

people in downtown didn't know about the organization.

We believe that what was set this week is progress. If you have any questions you know how to

reach us.

Have a wonderful weekend!

Sincerely,

Sheila Vazquez
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October 16, 2017

Good morning Sheila,

Thanks for all of your hard work. Having the campaign at CSU would be a great idea. We are

excited as a team to see where this goes!

Thanks,

Mariel Villarreal
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October 19, 2017

Hi Sheila,

Mariel here from Teen Challenge Southeast. I wanted to check in with you and your 10th Street

Advertising team. How is everything going and do you need anything from us? Feel free to email

me with any questions or updates.

Thanks

Reply:

Hello Mariel,

We haven't done much this week. Our professor’s father passed away and our class schedule has

been hectic. I'll send a progress memo tomorrow. Also, are we sending things to you now? What

happened to Prisca?

Reply:

Hi Sheila,

I am so sorry to hear about your professor's father. I understand you and the team have a lot on

your plates. I was just wanting to check in because we have been busy over here too. I just

wanted to check in for Prisca. Please continue sending what you need to her.

Thanks!
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October 22, 2017

Hello Teen Challenge.

We hope everything is going well and we are glad that you think having a campaign at CSU is a

great idea.

Like I mentioned in a previous e-mail, our professor's father died and our schedules have been a

bit hectic. I myself, couldn't get anything done because my father was rushed to the hospital on

Tuesday morning and he is still there. However, the Communication Department's chair, Danna

Gibson, came in as a substitute on Wednesday and gave a great lecture on how we can use

strategies and tactics for the campaign.

Hope everyone at Teen Challenge has a great week and hopefully we can have more

productivity by next week.

Reply:

Good Morning Sheila,

Know that your father and your professor's family will be in our thoughts.

Please let us know if we can be of help in any way.

Sincerely,

Your TC Development Team

Reply:
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Thank you so much. He is doing better now and will be out either today or tomorrow.
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October 27, 2017

Hello Teen Challenge,

This week we have started to pick up after rough patch. I still haven't considered this week

normal, but more productive.

This weekend we are working on a plan with tactics and strategies. We will send a file next

week. We plan on finally going on normal schedule.

Hope you have a great weekend and we will have more progress next week.

Sincerely,

Sheila Vazquez

Reply:

Hi Sheila,

Thank you for the update. We look forward to seeing your progress when you are ready to share

with us.

Hope you had a great weekend as well.

Thank you
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November 6, 2017

Hello Teen Challenge,

I am very sorry for the late progress memo. We have finished making an elaborate plan for the

campaign. We are excited for the organization to see.

As we are wrapping things up we have concluded that we need to make a PSA for CSU's radio

station, en email blast format, and a sample for an editorial. We are currently in the process of

making those. Hope someone is able to make it to the presentation and look at our work.

Hope everyone at Teen Challenge has a nice week!

Sincerely,

Sheila Vazquez and 10th Street Advertising

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November 12, 2017

Hello Teen Challenge,

Last week I mentioned having the campaign together and working on PSAs. We are still doing

those tasks.

We hope you are able to make it to the presentation. We believe your opinion is important. We

have worked so hard on this project.

Sincerely,

Sheila Vazquez
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November 19, 2017

Hello Teen Challenge,

We want to inform you that we will be off for the holidays. If any group members need

something to do for the campaign they will do it ln their own time.

Happy Thanskgiving!

Sincerely,

10th Street Advertising

Reply:

Hi Sheila,

Thanks for the update.

I wish you and your family (and your team) the most blessed Thanksgiving celebration ever.

Prisca
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Appendix

Editorial

COLUMBUS, GA- The RiverPark campus neighbors many businesses. Each and everyday

students walk 10th Street to get to class and stop by one of them. However, has anybody noticed

that there is an organization in between them to help those with substance abuse. That

Organization is the faith-based Teen Challenge Southeast and they are looking for donations in

order to provide for the Columbus Women’s Center.

The Teen Challenge Southeast Regional Office is seeking help in order to gain attention of the

community. They believe that the students at CSU can provide that with the resources the school

gives them. They worked with the Advertising Campaign (communication department) class

from Fall 2017, which was conducted by Dr. Alison Slade.

If any individual or organization wants to volunteer, please contact them through e-mail. It is

prisca.walters@teenchallenge.cc
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Radio PSA

PSA TRANSCRIPT

"I started doing pills when I hurt my knee playing sports. My doctor prescribed me pills that

made me feel “good” and helped to take the pain away. Then I started taking too many and

selling the extra pills to my friends and classmates and I had a whole new pain - the pain of

handcuffs and jail time.

Announcer: Use prescription drugs as directed by your doctor and properly dispose of any

unused or expired drugs. Prescription drug abuse -- don’t do it. It’s not what the doctor ordered!

To learn more, go to StopRxAbuseinGA.org. Brought to you by DBHDD and The Council on

Alcohol and Drugs."

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References

Teen Challenge. 2014. “History of Teen Challenge.” Retrieved Sept. 12, 2017.

(https://teenchallenge.cc/history-of-teen-challenge/).

Walters, Prisca, “Message and names.” Message to Sheila Vazquez. September 9, 2017. Email.

Census profile: Columbus, GA. (n.d.). Retrieved October 08, 2017, from

https://censusreporter.org/profiles/16000US1319000-columbus-ga/

Aflac Community Giving Application (Rep.). (2017). Aflac.

Columbus, Georgia Chamber of Commerce, (n.d.). Retrieved October 08, 2017, from

https://www.columbusgachamber.com/major-employers

Columbus State University, (n.d.). Retrieved October 08, 2017, from

http://alumni.columbusstate.edu/site/PageNavigator/about_home.html

Council, Young Entrepreneur. “The 7 Best Social Media Channels for Business Marketing.” The

Huffington Post, TheHuffingtonPost.com, 22 Aug. 2016,

www.huffingtonpost.com/young-entrepreneur-council/the-7-best-social-

media_b_11654820hihhi.html.

2017-2018 Academic Year (2017,November 5) Retrieved from:

https://academics.columbusstate.edu/calendars/2017-2018.php

CSUInvolve (2017, November 5) Retrieved from:

https://columbusstate.campuslabs.com/engage/Organizations
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Stop RX Abuse in Georgia. (2013, August). #4: Teenage Girl Age 18. Retrieved from

http://stoprxabuseinga.org/radio-psas/