Memo To: Starlight Childrens Foundation Re: Creative Brief Date: February 7, 2017

Memo Format CLIENT Starlight Childrens Foundation

CAMPAIGN Direct Mail Package

MAIL DATE September 11, 2017

To Sharisse Woodyer, Fund Development

Manager

CC Ken Wyman at Humber College

From Maxine Smitiuch

Robin Stirling

Alex MacDougall

Megan Rowney

Re: Creative Brief Memo of Understanding

DOC. DATE February 7, 2017

Friendly Opening Starlight Childrens Foundation Canada has been brightening

the lives of seriously ill children and their families by bringing
them joy, laughter and relief, for over 25 years. The
Foundation focuses on the family as a whole, at a time when
they feel most isolated, offering programs and events that
can provide an escape from the stress of dealing with a
serious illness every day.

While children are in hospital, Starlight provides relief from

the stress of hospitalization with entertainment therapy.
When out of hospital, Starlights children benefit from wish
and family adventure programs, creating special memories,
and giving them an opportunity to leave the sick behind.

Executive Director, Brian Bringolf, leads the team of

dedicated and passionate men and women. What makes
Starlight unique is that they are along for the entire journey -
from emergency room to recovery. Starlight Childrens
Foundation Canada is a national organization.

Type of The purpose of our direct mail campaign is to upgrade

Campaign current donors to Starlights monthly giving program. Our
client, Starlight Childrens Foundation, is looking to upgrade
Memo To: Starlight Childrens Foundation Re: Creative Brief Date: February 7, 2017

donors to monthly giving, particularly to support their Great

Escapes program.

Audience Our target audience are current annual donors with the
Starlight Childrens Foundation.

Demographics: Our target audience are parents who are

generally above the age of 30 and donate annually with the
Starlight Childrens Foundation.

Psychographics: Our target audience are philanthropists that

fall under the categories of the altruist, and the repayer.
The current donors of Starlight are primarily made up of
family of current and past clients. These donors have a
personal connection to the charity as well as want to feel
good about the difference they are making.

Results Starlight Childrens Foundation has no previous Direct Mail

Expected campaign results. Therefore, our results expected are based
on best practices.
Our goal for this campaign is to convert current annual and
one time donors to become part of Starlights monthly giving
program. The charity is currently working on compiling their
database and donor information. Due to this the below
estimates are rough and information such estimated revenue
is not included.

Based on the (assumed) number of donors that Starlight has,

we estimate that the campaign will consist of 1000 packages
and will receive a response rate of 4% (40 people). The cost
outlined in our budget shows that the cost per package will
be $3.05 (plus BRE costs). This means we anticipate to break
even 7.5 months after the drop date.

Key Creative Messenger

Components The messenger in our Direct Mail package for Starlight will be
(Note: Subject to Executive Director, Brian Bringolf. His signature will be added
Change) to our completed project by Starlight, since we are unable to
obtain his electronic signature.

Message
The message in our DM package will take inspiration from
one individual story as the tone in the letter and package.
Starlight said they would be happy to provide us with a
Memo To: Starlight Childrens Foundation Re: Creative Brief Date: February 7, 2017

specific story. The following are examples of stories for our

Direct Mail package.

Hunters Story
Hunter is a brave little boy with shoulder-length red ringlets
who enchants all who meet him. This five year old may have
been battling Acute Lymphoblastic Leukemia for more than
half his life, but that hasnt taken the twinkle out of his eyes
or made his smile any less mischievous! Like any sibling,
Hunter simultaneously dotes on and teases his younger sister
and adores his older brother.

Sitara, Hunters mother, appreciates Starlight especially

because we give opportunities for the family to come
together. They have attended several of our Escapes and Day
Brightener events, where for an afternoon or even a whole
day, they relax and focus on having fun. From sailing on Lake
Ontario to picnics in the park and tickets to a game, Hunter
has enjoyed the exciting experience of being a kid. Keep
smiling Hunter!

Aleishas Story
Aleisha is Canadas youngest known survivor of breast
cancer. Although she underwent a mastectomy at three years
of age, this brave little girl is still a dreamer who loves
talking, giggling, and the musical Cats. For her sixth birthday,
Starlight sent her and her family on a magical trip to Niagara
Falls where they went on a private tour of the Butterfly
Conservatory and witnessed a butterfly release. Currently
free from treatments, the adventure allowed Aleisha and her
family to relax and celebrate being a kid. Aleisha, who loves
being the centre of attention, brightens the day of anyone
who meets her.

We want to thank you for making Aleishas birthday and

year such a special one. Melanie, Aleishas mom

Trevs Story
Trev was diagnosed with Acute Lymphoblastic Leukemia in
2011 when he was seven years old, and after intensive
treatment he is now considered in remission. This determined
fourth-grader works hard to stay up-to-date in school, and is
equally dedicated to playing sports and having fun. His
Memo To: Starlight Childrens Foundation Re: Creative Brief Date: February 7, 2017

mother remembers the stress of that first night when Trev

was diagnosed and admitted. A Starlight Fun Center was
brought to him and despite IVs and splints in both hands
and much to the relief of his parents, he managed to play
games and forget about the treatment he faced. The
Starlight Fun Center allowed him to stay positive an
attitude that his mom says that lasted through his entire
treatment. Since then, Trev and his family have been
welcomed into the Starlight Escapes Program. So far, they
have enjoyed a day at Calypso Park and Karters Korners, the
Shrine circus, and even a special screening of The Lorax
and more fun is to come!

Those moments when some happiness is brought to your

child are huge said his mom Charlene. It gave us strength
to see him smile. Charlene, Trevs mom
Theme / Tone
Our letters will put an emphasis on Starlights Great Escape
Program. As a theme for our letters, we will utilize their star
theme. For example, they have a website being set up called
Constellation of Care. We will therefore use language like,
Join our Constellation of Care.

Our entire package will focus on using a happy and positive

approach to the services Starlight provide. We will use a story
of victory with information on how Starlight was there to help
brighten a particular patients experience and give them a
renewed sense of hope. This will align with Starlight's mission
and outline the differences that Starlight is able to make with
the support of loyal donors. We think this emotional appeal
will work for list of annual one-time donors.

We want our direct mail package will let donors experience

Starlights impressive programs and show how their support
will continue to make a positive difference through the most
challenging times for families.

Special Creative Requirements

As for the key creative components (colour, fonts, logos,
branding) we will refer to Starlights brand style guidelines.
For specifications please see Appendix 3.
Memo To: Starlight Childrens Foundation Re: Creative Brief Date: February 7, 2017

Case for Support Starlight Childrens Foundation Canada is dedicated to

/ Product / bringing laughter, joy and hope back into the lives of children
Project / People with serious illnesses. The foundation has been transforming
the lives of children for more than 25 years. Starlights
unique programs help children at all stages of illness, from
emergency room to recovery.

Our campaign will focus on the Starlights Great Escapes

program. The program provides Starlight families with a
chance to get away and enjoy fun events together, creating
memories that will last a lifetime. Activities and getaways
include: Family Day at Great Wolf Lodge, sailing along the
harbour, accessible trick or treating, and attending sporting
events. Starlights Great Escapes program allows families to
meet and bond with other families facing similar challenges.

As stated above, our letters will focus on one childs story.

Our client, Starlight Childrens Foundation, will provide us
with appropriate stories of children and their families who
have been positively affected by their programs and
organization. See above for example stories.
Our campaign will focus on upgrading individual donors to
monthly donors. Every dollar will help children and their
families to get away and create memories that will last a
lifetime.

Starlight impacts more than 400,000 children and their

families, and over 5,000 attend Starlights Great Escapes
program. Monthly support will allow Starlight to help more
children participate in the Great Escapes program.

Starlight is looking to expand to more hospitals and in more

communities across Canada. The need is tremendous - there
are more than one million children in Canada who live with
serious illness or a life-altering injury. With the support of
monthly donors, Starlight will be able to reach more children
and give them the opportunity to participate in the Great
Escapes program.

Call to Action: Our direct mail campaign will focus on upgrading existing
The Ask one-time annual donors to monthly donors. Our donor list
primarily consists of family members of past clients and
people who have attended their events.
Memo To: Starlight Childrens Foundation Re: Creative Brief Date: February 7, 2017

The gift range we will include on the donation form will be for
monthly gifts of $5, $10, $15, $20, $25, and other. We will
also include an option to give a one time gift, however will
put the emphasis on upgrading to Starlights monthly giving
program.

Following the ask, we will ensure we create the easiest ways

for donors to donate. The following options will be provided
as ways to give:
Mail: Business Reply Envelope (BRE)
Cheques
Constellation of Care website
Credit Card

Budget and Starlight Childrens Foundation has not finalized their budget
Production at this time. There are still a few decisions to be made
Specifications regarding the production specifications. For this reason, total
cost is to be determined. The numbers provided in this
section are based off of our cost expectations.
# of Packages: 1000
# of Pages: One page, double sided (8.5 x 11) with
separate reply slip (8.5 x 11)
Type of Postage/Envelope required: We recommend the
use of a BRE. Even with the annual fee for the service, we
expect it to be the cheapest option. Please see Appendix 1
for the comparison.
Additional Pieces: No freemiums will be used in this
campaign.
Printing Specifications: Based on the brand style
guidelines provided by Starlight Childrens Foundation, we
expect to print in colour.
Please see Appendix 1 for the budget breakdown.

Work Plan & Please see Appendix 2.

Schedule

Testing Starlight Childrens Foundation has requested that no testing

be done due to budgetary restraints.

Approval In order to best serve the needs of Starlight Childrens

Process Foundation, we plan to include them in the process as much
as possible. As detailed in this brief, we have collected
information on their preferences and expectations at this
point in time. We will be in communication throughout the
process in order to ensure that these are met.
Memo To: Starlight Childrens Foundation Re: Creative Brief Date: February 7, 2017

After we have submitted each component of the package to

our professor and have made the appropriate revisions, we
will present it to Sharisse, the Fund Development Manager at
Starlight. We will then give her time to review the document
and work with her to ensure that it best fits Starlights needs.

Once this process is complete, Sharisse will give the approval

of each component of the package through her signature.

Final approval will be given at each stage: the creative brief,

the envelopes, the interior package and the video. The dates
are included in the campaign schedule.
Memo To: Starlight Childrens Foundation Re: Creative Brief Date: February 7, 2017

Appendix 1: Budget

The following spreadsheet provides the breakdown of our budget. Because our product
specifications are not yet confirmed, the numbers are estimated based on quotes from Canada
Post, Staples and Vista Print.

The following chart represents the pricing of a direct mail campaign with the use of a BRE. The
return stamp pricing is based on the cost-per-returned-BRE as set by Canada Post. As
mentioned in our brief, we expect a response rate of 4%. This is how we came to the total return
postage cost of $35.20.

Estimated Costs
Budget Mailing Costs
Amount Cost Total
Paper (Letter) 1000 $0.01 $10.00
Paper (Reply Slip) 1000 $0.01 $10.00
Custom Mailing Envelopes
(#10) 1000 $0.16 $160.00
Postage/Stamp 1000 $0.82 $820.00
BRE Service 1 Year $690.00 $690.00
Return Stamp (RR: 4%) 40 $0.88 $35.20
Printing (Letter) 1000 $0.78 $780.00
Printing (Reply Slip) 1000 $0.39 $390.00
Total 1000 $693.05 $2,895.20

In comparison, the following chart represents the pricing of a direct mail campaign without the
use of a BRE. We would be including a smaller, size #9 return envelope with the stamp included
in our package. We do not recommend this route as the expected cost is more expensive than
the BRE by $154.80.

Estimated Costs
Budget Mailing Costs
Amount Cost Total
Paper (Letter) 1000 $0.01 $10.00
Paper (Reply Slip) 1000 $0.01 $10.00
Custom Mailing Envelopes
(#10) 1000 $0.16 $160.00
Postage/Stamp 1000 $0.82 $820.00
Return Envelopes (#9) 1000 $0.06 $60.00
Return Postage/Stamp 1000 $0.82 $820.00
Printing (Letter) 1000 $0.78 $780.00
Printing (Reply Slip) 1000 $0.39 $390.00
Total 1000 $3.05 $3,050.00
Memo To: Starlight Childrens Foundation Re: Creative Brief Date: February 7, 2017

Appendix 2: Work Plan and Schedule

The following spreadsheets break down the important dates for our team, our professor, and for
Starlight Childrens Foundation.

Blue squares represent dates we will be working on the task.

Purples squares represent dates we will be collaborating with Starlight.
Red squares are deadlines for either class or for presenting to the client.
Memo To: Starlight Childrens Foundation Re: Creative Brief Date: February 7, 2017
Memo To: Starlight Childrens Foundation Re: Creative Brief Date: February 7, 2017
Memo To: Starlight Childrens Foundation Re: Creative Brief Date: February 7, 2017
Memo To: Starlight Childrens Foundation Re: Creative Brief Date: February 7, 2017
Memo To: Starlight Childrens Foundation Re: Creative Brief Date: February 7, 2017
Memo To: Starlight Childrens Foundation Re: Creative Brief Date: February 7, 2017

Appendix 3: Starlight Brand and Style Guidelines

Please see the following pages for the Brand and Style Guidelines laid out for us by the Starlight
Childrens Foundation.