WE RIDE TO MAKE A DIFFERENCE FOR OTHERS!

EXECUTIVE MARKETING & CONTENT PRODUCTION PROPOSAL

To Brad Serot

Written by Pablo Scandogliero - THE BLACKCAT Media

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Introduction

 

We are thrilled at the prospect of continuing our journey together into the second year, building on the strong foundation we've established. Your trust in THE BLACKCAT Media marketing, creative, and video production services is greatly valued, and we're excited to explore new horizons with you."

The following plan aims to craft a compelling narrative for "We Ride to Make a Difference for Others," leveraging digital storytelling to inspire and maximize donations.

Each phase builds towards the campaign's climax - the Triple Bypass Race - creating a crescendo of community support and engagement.

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Reflection on Past Success

 

Our collaboration this past year has been transformative, with notable achievements including enhanced brand awareness through the "We Ride to Make a Difference for Others" initiative, and increased engagement that has elevated benchmarks for success.

Key Achievements:

Awareness Campaign: Our video series across social media platforms markedly increased visibility, website traffic, and donations.

Multi-Format Video Content: Strategic short-form videos amplified our global digital presence, spurring social engagement and unprecedented sharing, catalyzing fundraising successes.

Stakeholder Testimonial: "The impactful content produced has significantly raised our brand profile, with each video being a crucial asset in promoting our mission."

These successes demonstrate our commitment to creating content that not only captures attention but also inspires action and support for meaningful causes.

 

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Understanding Current Needs

 

 As we chart the course ahead, we're keenly attuned to the evolving nature of your campaign's needs, particularly in strengthening digital engagement to reach the notable goal of $2 million in donations. Our in-depth discussions and analysis pave the way for strategic enhancements in key areas, ensuring that "We Ride to Make a Difference for Others" resonates more deeply and broadly than ever before.

We're setting our sights on elevating the digital narrative with engaging content that captures the heart of the cause without revealing our entire creative playbook at once. By carefully sequencing our storytelling, we create a compelling journey that draws donors in, fosters community, and builds momentum.

Our focused strategy, leveraging targeted outreach and interactive elements, is designed to not only meet but exceed your fundraising objectives. We're dedicated to crafting a campaign that adapts to donor behaviors and maximizes impact, propelling us toward that $2 million milestone with unwavering commitment and strategic foresight.

WE RIDE TO MAKE A DIFFERENCE FOR OTHERS!

EXECUTIVE MARKETING & CONTENT PRODUCTION PROPOSAL

To Brad Serot

Written by Pablo Scandogliero - THE BLACKCAT Media

Placeholder Image

Introduction

 

We are thrilled at the prospect of continuing our journey together into the second year, building on the strong foundation we've established. Your trust in THE BLACKCAT Media marketing, creative, and video production services is greatly valued, and we're excited to explore new horizons with you."

The following plan aims to craft a compelling narrative for "We Ride to Make a Difference for Others," leveraging digital storytelling to inspire and maximize donations.

Each phase builds towards the campaign's climax - the Triple Bypass Race - creating a crescendo of community support and engagement.

Placeholder Image

Reflection on Past Success

 

Our collaboration this past year has been transformative, with notable achievements including enhanced brand awareness through the "We Ride to Make a Difference for Others" initiative, and increased engagement that has elevated benchmarks for success.

Key Achievements:

Awareness Campaign: Our video series across social media platforms markedly increased visibility, website traffic, and donations.

Multi-Format Video Content: Strategic short-form videos amplified our global digital presence, spurring social engagement and unprecedented sharing, catalyzing fundraising successes.

Stakeholder Testimonial: "The impactful content produced has significantly raised our brand profile, with each video being a crucial asset in promoting our mission."

These successes demonstrate our commitment to creating content that not only captures attention but also inspires action and support for meaningful causes.

 

Placeholder Image

Understanding Current Needs

 

 As we chart the course ahead, we're keenly attuned to the evolving nature of your campaign's needs, particularly in strengthening digital engagement to reach the notable goal of $2 million in donations. Our in-depth discussions and analysis pave the way for strategic enhancements in key areas, ensuring that "We Ride to Make a Difference for Others" resonates more deeply and broadly than ever before.

We're setting our sights on elevating the digital narrative with engaging content that captures the heart of the cause without revealing our entire creative playbook at once. By carefully sequencing our storytelling, we create a compelling journey that draws donors in, fosters community, and builds momentum.

Our focused strategy, leveraging targeted outreach and interactive elements, is designed to not only meet but exceed your fundraising objectives. We're dedicated to crafting a campaign that adapts to donor behaviors and maximizes impact, propelling us toward that $2 million milestone with unwavering commitment and strategic foresight.

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Marketing & Production Campaign Plan:

- We Ride to Make a Difference for Others -

For the upcoming year, we propose a comprehensive suite of services designed to propel your brand to new heights:

 

A - Creative Strategy: Leveraging data-driven insights to craft compelling narratives that resonate with your target audience.

B - Video & Multimedia Production: Elevating your brand story through cinematic-quality visuals and storytelling, tailored to engage and convert.

C - Digital Marketing: Implementing cutting-edge techniques in SEO, social media, and PPC to maximize your online presence and ROI.

 

Each service is crafted with your specific goals in mind, ensuring a personalized approach that aligns with your brand's vision.

Objective

  • Raise $2 million in donations for the "We Ride to Make a Difference for Others" cause during the Triple Bypass Race on July 13, 2024.m

Phase 1 - Establishing a Strong Digital Presence

  • Digital Scrapbook Creation
  1. Launch a dedicated Instagram account [@Ride4difference] to serve as the central hub for storytelling.
  2. Populate with organic, yet professional-looking historical content from 2020-2023 to build narrative depth and showcase the campaign's growth.

Note: when creating a social media handle, especially for Instagram, it's important to keep it concise, memorable, and easy to type. It should not be long and should not be difficult for users to remember or search for. These suggestions [@Ride4difference] aim to convey the essence of making a difference through riding, while being succinct enough for social media handles.

 

  • Strategic Content Deployment
  1. Begin with a powerful launch post explaining the origin and mission of "We Ride to Make a Difference for Others".
  2. Implement the "Invite Collaborator" feature to extend reach via team members’ and partners' profiles, amplifying shared content across networks.
  3. Establish a content calendar with varied themes and formats including rider profiles, training clips, donation milestones, and personal stories.

 

  • Brand Consistency and Message Clarity
  1. Confirm the campaign's official name for consistency across all channels: “We Ride to Make a Difference for Others”.

  2. Design and implement a cross-platform branding strategy, ensuring the Instagram username, any official website, and campaign messaging are aligned.

 

  • Content Adaptation Across Platforms
  1. Create content with adaptability in mind for seamless integration on LinkedIn, adjusting format and size for optimized user experience.
  2. Engage corporate audiences on LinkedIn with content focused on community support and the event's professional executionon.

Phase 2 - Filming Schedule

  • Production Coordination

  1. Confirm filming dates with all participants, aiming to begin content sharing in April.

  2. Ensure all logistical aspects are managed, from location selection to equipment readiness.

Phase 3 - Storytelling Through Video Production

  • Filming Diverse and Engaging Content

  1. Produce short, shareable videos and reels introducing individual riders, the team, and their motivations.

  2. Develop a series of educational reels about the cause, where donations go, and the impact of community support.

  3. Document the training process, challenges faced, and the support system behind the riders.

 

  • Emotional Connection and Call to Action

  1. Emphasize personal stories and the emotional drive behind the race to create a strong connection with the audience.

  2.  Each piece of content should include a compelling call to action, prompting viewers to support through donations.

Phase 4 - Editing, Finalizing, and Publishing

  • Post-Production Excellence

  1. Edit videos to strike a balance between a raw, authentic feel and a polished, professional final product.

  2.  Add creative subtitles to all videos to enhance accessibility and engagement.

 

  • Strategic Posting Schedule

  1. Develop a detailed posting schedule, aligning with team and partner availability for "Invite Collaborator" feature.

  2. Build anticipation with a countdown to race day and schedule major content releases strategically.

 

  • Suggested Campaign Timeline
  1. Pre-launch: March 29 - April 12
  2. Campaign Launch: April 13
  3. Content Posting: April 13 - July 6
  4. Event Day: July 13

Choosing THE BLACKCAT Media means more than just selecting a service provider; it's an investment in a partnership that prioritizes your success.

Our unique blend of creativity, innovation, and proven strategies sets us apart.

We're not just about delivering projects; we're about creating lasting impact and measurable growth for your brand.

Detailed Budget for "We Ride to Make a Difference for Others" Instagram Campaign

* This campaign is expected to run over several months (starting March through July 2024) leading up to the event.

* Following we provide a clear outline of the intended content production activities and content direction

  • Our action plan delineates a two-day filming schedule designed to capture the essence of our campaign and the compelling stories that will encourage donations. On the first day, we will dedicate six hours to work intimately with our team members, recording their training with both action-packed and candid b-roll shots, enhanced with aerial drone footage. The day will also include personal interviews, offering a window into each rider’s journey and serving as a direct appeal for donations.

  • The following day will span four hours, focusing on our partner organizations such as Epilepsy Foundation and Easter Seals. This session will spotlight the tangible impacts of their work through b-roll and testimonial interviews, articulating the profound difference made by potential donations.

In terms of content creation, our filming approach is twofold:

 

  • Rider Spotlights: Short, engaging reels that introduce individual riders and their stories in 60 seconds or less, bringing a human touch to the campaign.

 

  • Narratives and Appeals: Narrated group footage with riders and organization representatives, paired with powerful calls-to-action, will highlight the mission and the critical need for support.

 

Our thematic filming will include segments such as:

  1. The journey and challenges of the ride, sharing tips and personal growth stories.
  2. The powerful support of families and friends behind each rider.
  3. An inclusive message that expands beyond Chicago, inviting a national audience to contribute toward our $2 million goal. 

 

  • We will ensure that each piece of content is optimized for online platforms, with subtitles included to enhance accessibility and engagement.

  • Further, we’ll craft a dynamic series of reels that delve into the founding of the cause, the work of the foundations benefiting from the race, and the collective ‘why’ behind our riders’ dedication.

  • The culminating event will be the race itself, where we will gather invaluable footage that not only celebrates this year’s efforts but also sets the stage for next year's campaign.

  • Each segment of content will strategically unfold our narrative, encapsulating the passion of our riders, the significance of the cause, and the urgency of reaching our $2 million target with the overarching message: "Join us in strength; your support can drive change."

 

  • 3 x Video (2 minutes) "2024 WE RIDE TO MAKE A DIFFERENCE FOR OTHERS"
  • 15 x Videos (30 seconds promos)
  • 20 x Videos ( 6 seconds Instagram Stories)
  • Deliveries in our online landing page platform
  • IG management

 

Overall Investment Summary:

 

The comprehensive budget for the campaign is set at $29,250.

This amount will be structured into manageable monthly payments for ease of financial planning and steady campaign progress.