Individual Essay - Associate with President Charity to Raise Fund

Situation: Associate with President Charity to raise fund within 2 months.  

Objectives:  raise $100,000 for social service organizations that are in need of funds or are unable to raise funds on their own.

Audience: Student, tourist and PUBLIC

Message: promote multi-culture, racial harmony and encourage teenage contribute to the society. 

Strategy: Media relation, Campaign, partnership and sponsorship

Tactics: (1) Press conference (2) social network (3) Press release includes Search Engine Optimization (SEO) Press release (4) Media invitation include Media advisory and photo advisory (5) celebrities  

Partners: Universities, institutions, Singtel, MediaCrop, Singapore Changi Airport and Esplanade

Sponsors: DBS, Ministry of Information, Communications and the Arts (MICA) and Ministry of Tourism

Place: Esplanade outdoor

Cost: Most of the cost will cover up by our sponsors or the sponsor fund.

Source of revenue:  Phone line donation, donation box, Cultural Show (Food and merchandises) and online donation through website.  

Estimate: 1DAY 3,000people min, 1person spent about $20min, 2Days event = 120,000. 70% donate to charity = 84,000

Phone line donation, Total SG population is 5.18m, so let’s say 5% of the people watching our show and 10% of people watching make an average of $26, there will be $673,400

(All this are just a Conservative estimate, potential will be far more than this if we publicize it well)

Airport donation (Check with Farrel)

Date and time:  Sept 22 & 23 (Sat &Sun) 

Methodology:

Press conference:  

1. Concept of “Cultural Show”
2. Background detail about the Fund Raising event
3. PowerPoint presentation from the project group and PC members.

Press release

1. Event press release to all the journalists (Newspaper, travel magazine and blogger)
2. Tourism press release – Associate with the Ministry of tourism, promote this event as a benchmark day in SG and make this event as a tourist attraction.
3. SEO press release – establish news or specific keywords searchable on Google, Bing or Yahoo (To create more awareness of the event)

Media invitation

1. Corporate with MediaCrop to establish our event for TV program on Channel 5 as well as the News.
2. Media advisory – allows media to show up the events and do a story about it
3. Photo advisory – allow media and local photojournalists to cover it.

Celebrity

Invite some local celebrities as VIP Guest to participate into the events.