||[May. 24th, 2005|09:14 pm]
Nile for a Smile
After over a year of planning and preparation I am finally ready to start raising sponsorship! If you are reading this it is likely that I have recently contacted you. Presented here is a brief run down of the overall marketing plan.
The ‘Nile for a Smile’ challenge is officially endorsed by the Variety Club Children’s Club Charity (Reg charity 209259). All money donated will go directly to the charity. No money donated will be used to cover any aspect of the expenses.
Generating publicity: The ‘Nile for a Smile’ website (www.egypt2005.co.uk) will be the main platform for promoting the trip. The website will be publicised through the a variety of specialist (medical/cycling) publications and local media in the West London and Portsmouth and Southampton areas (Those listed here do not represent a comprehensive list as we will be working to maximise publicity in the run up to the trip).
Maintaining publicity: An online journal section will be used to present an expedition journal with photo’s during the trip (Aug 31st – September 22nd).
Post trip publicity: This includes writing articles for London Cyclist magazine (offers have been extended to other cycling / travel publications and touring school talking to the children about the trip and the work of rehab therapists in the NHS. Again, promoting the website.
‘Nile for a Smile’ has three main target audiences for publicity
As an audience for potential sponsors, the expansion of the NHS over the last decade has resulted a high proportion of therapists aged in their 20- early 30’s, with secure jobs and disposable income. Medical qualifications are easy to work abroad with, making the profession attractive to those with an interest in travel.
A future issue of ‘OT News’ magazine has a readership of over 30,000 registered and training UK Occupational Therapists
There will also be a story in ‘Therapy Weekly’, whose readership 15,000 extends to include all the Doctors, Nurses, Social Workers, Pyshio, Occupational, Speech and Language therapists, etc. Therapy Weekly may be found in any Hospital or Social Services department in the country.
'Local' is a very broad term. I am local to the areas surrounding my University where I live and train during term time (Richmond, Kingston, Twickenham, Hownslow, Isleworth and Uxbridge, etc), I am local to the Portsmouth and Southampton areas I work and live in outside of term, and where DJ friends are organising 'Nile for a Smile' charity band nights. I am presently 'local' in the Chertsey/Woking area where I will be spending the next two months on medical placement.
The College for Occupational Therapists are creating a press release that will be tweaked to emphasise my connections to whichever 'local' area I am contacting.
Brunel University is home to 13,000 students, many of which are on NHS funded courses. This also a significant market for local businesses aimed at the ‘youth’ market. The Student Union is helping to publicise this trip through the free campus magazine and internal staff news paper.
To attract further student interest for the website (where sponsors will be advertised), the website features a section with tips on ‘Back Packing’ as I have found younger students are very interested in travelling, but they are often unsure about how to go about it.
TRAVEL AND CYCLING MAGAZINES
These will be more interested in any post event article about the equipment, training and experience of cycling across Egypt rather than promoting the ‘Nile for a Smile’ campaign, and are thus not onsidered part of the main three. This is still useful in promoting the work of rehabilitation therapy (and the sponsors & their products)
THE BENEFITS OF SPONSORING
Your logo will appear in the ‘Sponsors’ section of the website with Internet links back to your own Internet site, making it both convenient and easy for the casual reader to visit your homepage with the click of a button.
Raising publicity and Sponsorship are tied. Efforts are focussed on raising and sustaining publicity within several key audiences prior to, during and following the challenge, and then contacting potential sponsors who are interested in those audiences.
Strong positive publicity for yourselves within several specifically targeted audiences, who are likely to be interested in both this challenge, and your own services / products.
Good general local community publicity both before, during and after the trip through local media, specialist media and planned school visits.
Lots of publicity shots of me & my bike with your logo by the Sphinx, Pyramids, Valley of the Kings, Temple of Horus, the Nile and in the southern deserts, etc, etc that you will be free to use.
These publicity photos will also be featured in pre and post event publicity events (local and specialist media).
For Cycle shops: Any donated cycling equipment will be pictured on the ‘Equipment’ section of the ‘Nile for Smile’ home page, complete with technical and ordering specifications and links to your home page. The picture itself will be an internet link that can connect with your home page or part of your homepage that relates to the item. Any appropriate advert you feel will be beneficial can be included. You can be listed on the ‘Sponsors list’ as well as the ‘Equipment List’ if you wish.
You and your organisation will be making a huge difference to the lives of disabled UK children. This challenge emerged from my own first hand experiences. A child can wait over a year just to have an assessment for their equipment needs, and then wait just as long to be told there isn't the funding. I hope that your organisation will gain some direct benefit from sponsoring the trip, however the ultimate benefit will be to the kids.