Campaign Plan

Overarching Goal:
To raise awareness about The Arc of Atlantic County throughout the Stockton community.

Objectives:
1. Raise awareness about The Arc through word of mouth, media relations, and social media.
2. Raise money for The Arc through candle sales and a fundraising event on April 23rd at The
Arts Garage in Atlantic City featuring the consumers artwork.
3. Attract more volunteers for The Arc

Strategies:

Bring Stockton students to the event through on campus promotion and social media
outreach.
Promote events through various channels of media relations.
Utilize social media accounts (The Arcs accounts and personal accounts) to build a stronger
social media presence, raise awareness about The Arc, and promote the event.
Create a dynamic and time-bound plan for the event.
Adhere to thorough event plan.

Tactics:
1. Create a detailed and time-bound plan delineating what needs to be done for a successful
event and who will be tasked each responsibility.
2. Conduct weekly meetings with each group to track progress and address what has yet to be
accomplished.
3. Meet with The Noyes Arts Garage of Stockton University personnel to arrange details and
logistics for the planning of the event. Confirm all details and plans with approval from The
Arc.
4. Host tabling events on Stocktons Campus to promote event and raise awareness about The
Arc:
a) First tabling event (early in the semester) sell The Arc Angels candles, and raise
awareness about The Arcs mission and The Art of The Arc event.
b) Second tabling event (Thursday, April 21st) set closer to the date of the event, this
tactic will promote the event by distributing flyers, giving baked goods in exchange
for social media interactions, and talking to passing students about the event. Henna
tattooing will also be available for students to attract attention and raise money for
The Arc.
a. Contact local businesses with a letter requesting donations of any form (gift baskets, gift
cards, merchandise, etc.) for the event.
b. Write press releases about event, Art of the Arc, and send them to local media outlets.
c. Conduct a facebook event page through The Arcs facebook to gain larger social media
presence and draw upon the pre-existing constituency of The Arc.

Campaign Plan continued

d. Create postable content and schedule all posts on The Arcs social media accounts
(Facebook, Twitter) as well as our personal accounts (Twitter, Facebook, Instagram,
Snapchat) about the event.
e. Create and distribute physical promotional material (flyers, pamphlets, brochures,
vouchers) around Stocktons campus and the local community (local storefronts,
shoppers) about the event.
f. Pitch Stockton media outlets and local media outlets with a media advisory, press
release, and pre-written articles about the event to generate community interest.

Key Message:
Our key message is to promote and raise awareness and excitement for The Arc. We want
people to learn that The Arc hosts several beneficial services to Atlantic County residents with
intellectual and developmental disorders. By promoting The Arc, we hope that people will leave
our events more informed about the organization and their programs, and become involved
through monetary donations or donations of their time.

Channel
Our main channels of communicating our key message were through word of mouth, media
relations, and social media. We were able to create a Facebook event page inviting members
who currently follow The Arcs Facebook page as well as the Stockton page to the Art of The Arc
event. We also hope that our tabling event will inform Stockton students, staff, and faculty about
the event. We also handed out flyers in Atlantic City during the day of the event to attract
shoppers at The Walk to the sale.

Recommendations:
For the future, we would have liked The Arc to work with us to approve our ideas in a timelier
manner. Waiting for approval from The Arc delayed us in executing many of our plans according
to schedule. We would also have liked to have had direct access to The Arcs social media
accounts, so we could have promoted the event a month in advance and attracted more of their
current supporters.