PR Final Project Print

Beverly Bootstraps Fundraising Event:
Community Clambake
DownRiver Detailing - Partnering with Crocker’s Boatyard

Matt Donnelly, Kirsten Somero
Client: Crocker’s Boatyard. As DownRiver Detailing, we are asking if they would like to
promote and help us sponsor a fundraising event where the proceeds go to benefit Beverly
Bootstraps.
PR Campaign Purpose:
The campaign's purpose is to provide charitable donations to Beverly Bootstraps, a local non-
profit that provides social services to the North Shore. The event is sponsored by DownRiver
Detailing, hosted by Crocker’s Boatyard in Manchester, Massachusetts. By sponsoring such an
event, DownRiver Detailing and Crocker’s Boatyard can expand its clientele to a wider audience
and promote business.
PR Campaign Target Audiences (Various Publics Targeted):

The target audience we are planning on reaching is middle to upper class. By choosing this target
market, it will give us a new broad spectrum of people that would be willing to participate and
donate the most for the fundraiser. Going for a more affluent audience gives us the best chance to
raise the most amount of money along with promoting both businesses.
PR Campaign Research Plan :
Why Beverly Bootstraps?
Charity Navigator ratings: 4 star
● Served over 4,000 people
● Over 2,000 families
● Over 16,000 volunteer hours
contributed
● 82.5% of expenses/money
earned goes to programs and
services
○ 11.5% to fundraising
efforts
95.5% of their contributions are thanks to donations/gifts/grants. That means probably 4% of

their contributions are earned through fundraising events. This is a way to increase those
numbers without Beverly Bootstraps having to use their own contributions for a big event, and
can get people excited about this local program all while having a great time with their family.
More reasons to hold this event for BB:

They have had a few ups & downs in
revenue over the years. So, there has
been a deficit in how much money
they have earned vs. the cost of their
programs. Program Expenses
Growth: 9.2%
All proceeds of this event would be
given to B.B. as to their general
revenue donation fund so any program
in need is able to be supported and
continued without concern of inflation of costs.
North Shore areas average
income:
● Hamilton: $72,000
● Essex: $122,000
● Wenham: $90,000
● Beverly: $77,000
● Manchester: $89,000
● Gloucester: $60,000
● Rockport $69,000
These towns, which are close to Manchester in distance (less than half hour drive for all) and
likely advertising places, all have above average or above average incomes when compared to
the U.S. average in 2017, of about $61,000 per year. Therefore, it is likely that advertising
Beverly Bootstraps and the Clambake to these towns/cities in the Northshore would allow us to
reach our goal of fundraising and expanding business awareness.
Northshore Research:
a. Where are the primarily middle class areas?
i. Survey? What are they most interested in when donating to a local
nonprofit-- if they have used the services before or knowing it helps “thy
neighbor” in a time of need. How much are they likely to donate to a
nonprofit that they haven’t heard about?
1. Then: how can we introduce it to more people and get them excited
about it. Make them ACTIVE not PASSIVE.
b. Where are more affluent people?
i. Survey? What are they most interested in when donating to a local
nonprofit-- if they have used the services before or knowing it helps “thy
neighbor” in a time of need. How much are they likely to donate to a
nonprofit that they haven’t heard about?
ii. Make them care & active donators.
Different advertising and approach according to these areas.
PR Campaign Strategies:
Our goal is to earn $30,000 Total Dollars for Beverly Bootstraps so they can continue their work
in the community. We want to allow people in the Northshore area to have an opportunity to
have fun with their families and become an active supporter of Beverly Bootstraps, not passive.
Beverly Bootstraps, DownRiver Detailing, and Crocker’s Boatyard would be able to expand
consumer knowledge base to all visitors who hear about and go to this event.
PR Campaign Tactics:
A Community Clambake hosted at Crocker’s Boatyard, in Manchester-by-the-Sea will be the
primary tactic for fundraising money for Beverly Bootstraps.
Example Agenda:
On a Saturday. For example, June 27th, 2020. A weekend date is best for this area as people will
be in this area as they may have summer houses or boats that they only visit on weekends due to
working during the week.
Tickets can be purchased at the door, where adult raffle tickets are automatically entered into the
drawing. One ticket includes access to: buffet dinner, live music & entry into the raffle drawing.
Must be at least 18 to win the raffle prizes.
There will be a donation jar at the event itself at a table set up to explain Beverly Bootstraps
services in the local community.
Live music will comprise of local family friendly bands. For this mock date, June 27th, it would
be two local bands, Red Tail Hawk and Entrain. Using local bands as another tool to pull in
people.
Celebrity visitor, Casey Affleck (Academy Best Actor Award for 2016 Manchester-by-the-Sea)
and his two children (ages 15 and 11) are visiting out of their own goodwill, giving back to his
local community.
There will be cornhole games and face painting for adults and children of all ages to enjoy.
Ticket prices as follows:

Every ticket good for short harbor cruise provided by Crocker’s Boatyard.
Adult - 40$
Youth (Under 18 years of age & no raffle entry) - 17$
Youth (Under 5 years of age & no raffle entry) Free
Prizes
Grand Prize - Sunset Boat Ride for Two and Two Super Detail Packages
2nd Prize - Premium Detail Package for any one car.
3rd Prize -$75 gift coupon for any one boat or car package/
Agenda:
1. Doors open 4:00p
2. Food buffet out at 5p
3. 5:30 Beverly Bootstraps spokesperson on stage thanks people for coming and their kind
donations for a local nonprofit.
4. Music starts soon thereafter (Red Tail Hawk and Entrain will switch halfway through the
evening)
5. 6-6:30p raffle drawings (each adult ticket is an automatic entry into the raffle)
6. End of day at 9pm.
PR Campaign Media Plan:

● Flyers around town/ shops
● Social media selective marketing facebook/ instagram
● Word of mouth
● Short radio ad during commuting/rush hours in surrounding Northshore towns
○ North Shore 104.9, WMWM 91.7, Jammin’ 94.5, Kiss 108.

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Beverly Bootstraps Fundraising Event:

DownRiver Detailing - Partnering with Crocker’s Boatyard

PR Campaign Target Audiences (Various Publics Targeted):

95.5% of their contributions are thanks to donations/gifts/grants. That means probably 4% of

More reasons to hold this event for BB:

Ticket prices as follows:

PR Campaign Media Plan:

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