RunForANewLifeProposal

BcommTeam5
April10,2015

RUN FOR A NEW LIFE

5K RUN WALK!

Perry, Madison
Puppak Alicia
Sanchez, Daisy

RunForANewLifeProposal
BcommTeam5
April10,2015

Table of Contents
I.
II.
III.
IV.
V.
VI.

Introduction.
Background
Toys R US Sponsorship.
Media Coverage.
Financial Projection and Budget.
Conclusion.

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Run For A New Life

Introduction
We'reheretoaskforyourhelptoraisemoneyandawarenesstohelpchildreninthe
DFWareathatarebeingforcedintosexslavery.Itissuchatabootopicthatmanypeopledonot
realizethatDallasisinthetop10citiesofthehighesthumantraffickinginAmerica.Withyour
helpanddonationof$22,000,wecangetonestepclosertostoppingtheenslavingofchildren.
"Withover50,000ofourDFW'sownchildrencomingintothe1214primaryageof
entryfortrafficking,achangeiscrucialtotheDFWarea.Withyourdonationof$22,000,we
willbeabletosuccessfullydonate$92,000toNewFriendsNewLife.Indoingso,wewillbe
bringingtolightamuchneededtopicwhilesimultaneouslyimpactingchildrenslivesandour
community.
Our focus is on the human trafficking of children. Due to the taboo aspect of the matter,
most people do not understand the degree of seriousness of children trafficking, making it a high
level of importance. While Dallas remains in the top ten cities of having the highest population
for trafficked victims, without anyone to intervene on this issue, the number of victims will
continue to increase. As a result, there will be countless children who will never be able to
experience adulthood as the prime age of entry is a preadolescent with the average lifespan being
a mere seven years.
To help take one step forward to eradicating this problem, our group devised a charity run
to help fundraise money and raise awareness for this issue. People will be able to purchase a
ticket for our 5K-charity run that will end at the front of Six Flags Over Texas. All Six Flags
tickets will be provided in all registration packets for our participants. After the 5K run is
complete, we will enjoyed a fun-filled dat at Six Flags with our participants. We plan to make

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the day about New Friends New Life. Six Flags will also assist us in supporting New Friend
New Life. Toys R Us is proud to sponsor the event and are willing to provide more than just
half the contribution amount. Toys R Us will also benefit as they will be credited with bringing
awareness to a local issue that is continuously overlooked.
Our measure of success will be determined by the amount of funds that we raise. We will
also monitor the number of calls to our non-profit partner, New Friends New Life. If there is a
rise in the number of calls compared to previous months, we can assume that our event proved
successful, and we can rest assured that we have increased as more people are calling. We will
need the assistance of New Friends New Life to track this information, but they are more than
willingly to help us with anything we may need for our event.
We chose to partner with New Friends New Life because of their youth programs
involving academic tutoring, counseling, character development and other activities to help aid
the victims on their path to a healthy, normal lifestyle. With the $92,000 of profits, not only will
New Friends New Life be able to put more money into helping better these childrens lives, but it
will also open the publics eyes, as well as decrease the number of children being trafficked.
With the Chambers donation of $22,000, we can help reduce the amount of human
trafficking in the community. It is our top, ethical responsibility to reduce crime in the city
especially if it is surrounding our children here in the DFW.

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Background
First hand conducted research resulted in the following information. Criminal
Investigations Division of the Texas Department of Public Safety department for Dallas area is
only two years old and consists of five agents and two supervisors. Dallas was the first group
formed when the Department of Public Safety created this division. Increase of human
trafficking cases prompted the creation of their department. With Dallas Sex Trade being a
ninety million dollar crime and quickly becoming as lucrative as the illegal drug trade.1
Human Trafficking affects everyone and all races. Human Trafficking is the second
leading crime to drugs. If not curtailed, then it will surpass the illegal drug trade. Dallas Police
Department estimates that four hundred trafficked teens are on the streets of Dallas each night.
Runaways are approached within 48 hours of being on the street, which makes them an easy
target. Luring of teens also takes place via social media and backpage.com. Agents that were
interviewed use backpage.com for sting operations specifically aimed at the Johns.
Recovered eighteen year olds are deemed victims, but most recovered victims are
typically under the age of eighteen. That piece of information skews data, as the highest percent
and average of the girls entering the sex trade is between 12 13 years of age. Children, who
stay in this type of environment of sexual exploitation, have a life expectancy of just 7 years.2 If
these girls and women are not saved, it will result in a loss of human life. In order to sustain
human life, human trafficking needs to be stopped.

1http://www.newfriendsnewlife.org/humantrafficking

2LangfordC.andWatsonW.(2015,March,18)Personalinterview

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National Trafficking Hotline reports that the second largest number of calls are from
Texas, with fifteen percent of these calls being from the DFW area. All of this research and
startling statistics reveal a real need in the Dallas area.
Few resources and organizations are devoted to combating human trafficking. We
decided to partner with New Friends New Life as our non-profit organization. The mission
statement of New Friends New Life is to empower formerly trafficked girls and sexually
exploited women and their children. This organization also provides access to education, job
training, interim financial assistance, mental health and spiritual support. In addition, the
organization helps children overcome backgrounds of abuse, addiction, poverty and limited
opportunities. The next section will cover how we plan to raise awareness and support New
Friends New Life.

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ToysRUsSponsorship
AsitisoneofourgoalatToysRustomaintainasafeenvironmentforthesociety,it
becomesourresponsibilitytoworkthroughthisissueofhumantrafficking.Byproviding
financialcontributions,educatingindividuals,andincreasingawareness,wewillhelpsavingthis
societyfrombecomingalostsociety.
Afteralongdiscussionanddaysofplanning,wecameupwithanideaofarranginga
5KCharityRun.ThiseventwillheldaroundSixFlagsoverTexasinthecityofArlingtonon
25thofApril2015at9pm.Forthischarityrun,wearearrangingtwodifferentracesanda5K
anda1KFunRunforkidsages412andanotherforanybodyoverthisage.Asthiseventisto
educatepeopleabouthumantrafficking,thisracewillbeopenforallfitnesslevels.Itcanhave
peoplesettingupaworldrecordtopeoplewhojustwanttocomeandhavefun.Thisisnotthe
endyet,actuallythis5Kcharityrunisdesignedinawaythat,itwillfinishrightattheentrance
ofSixFlags.Soanybodywhoisparticipatingwillgettoenjoysixflagsallday,andthetickets
forsixflagswillbeincludedinthepriceof5KCharityRun.
Nowastheknowledgeaboutthiseventisclear,letsproceedtothenumbersandhowwe
plantoarrangethisevent.ToysRUswillprovideallnecessarystafffortheevent.ToysR
Uswilltraintheirownemployeesfortheevent.Toensurethesafetyatthiseventwewillalso
runabackgroundcheckfortheseemployees.FollowingToysRUs,wealsohaveSixFlags
OverTexashelpinguswiththeirhighlydiscountedtickets,whichwillinitiallyhelpuslowerthe
costof5KCharityRun.ToysRUswillalsobecontributinghalfofthecostoftheeventandfor
theremainderofthecostwewillrequestchamberofcommercetohelpuswithafinancial
contribution.
MediaCoverage

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Asuccessfulfundraiserisfoundedonmakingastrongcaseutilizingintegratedmarketing
campaigns.Ourmarketingapproachwillconsistofcombiningtraditionalanddigitalmediato
promoteourevent.Ourgoalisnotonlytoraisemoneybutalsotoincreaseawarenessforour
cause.Wewillsendclear,consistent,andtargetedmessagestoeveryaudienceintheDFWarea.
Wewillalsotailorourmessagetoresonateyounganduntappeddonors.UtilizingToysR'Us'
brandreputationandsupportfromourhuge,loyalclientelebasecombinedwithourstrategic
marketingcampaignwillmakeRunforaNewLifeasuccess.
Wewillstartwithoverhalfamillionmorningcommuterswholistentotheradiowhile
fightingDallastraffic.Marketresearchshowsthateachlocalradiostationhasitsownlistener
fangroup.Ourtargetedcampaignwillreachouttoradiolistenersineverycategory.From
publicradiostationKERAtopopmusicstationFM106.1andcontemporarymusicstationFM
97.1andcountrymusicstation96.1forournewsrelease.Thereforeleavingnoroomformissed
opportunitiesintargetingallDFWlisteners
WewillcatchourTVviewersintheeveningtime.WearerequestingWFAA,DFW
NBC,DFWABCandDFWCBStohighlightoureventintheirlocalnewsbroadcast.Wewill
alsopostaseriesofvideosonYouTubetalkingaboutoureventaswellasleadinguptothebig
day.

Wewillutilizeprintadvertisingaswell.WewilltargetDallasMorningNews,Star

Telegram,andDMagazinereaderswithaseriesofadsleadinguptotheevent.Increasing
awarenessandeducatingreadersisourgoalsoweplantouseinnovativetechniquesfordirect
mailcampaignssuchaspuzzleandquizzesonchildtrafficking.
AFacebookEventPagewillalsobecreatedforRunforaNewLifeandeventupdates
willbepostedregularly.Toenticemorepeopleintotheeventtherewillbedoorprizesforthose
whoRSVPtooureventpage.Twitterwillalsobeusedforeventannouncementsalongwith

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InstagramtopublishEventphotos.Lastly,wewillhangeyecatchingbannersinlocalareassuch
asmalls,universities,andparks.
WeplantohostacelebrityappearancebyKellyClarkson!Shewillbeperforminga
concertandpromotingournonprofitorganization.KellyClarksonisanambassadorofMarch
ofDimesandhasparticipatedinseveralnonprofiteventsforspecialcauses.Shewasbornin
FortWorth,Texasandhashelpedraisemoneyformanycharityevents.Providingopportunities
forabusedchildrenallowingthemachanceforabetterfutureishermotivationfordonatingher
timeandtalenttoourevent.RunForANewLifeisalsoanopportunityforhertogivebackto
herlocalcommunity.

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April10,2015
FinancialProjectionsandBudget
Financial contributions on behalf of our Toy R Us sponsorship will be $22,000. Our
total budget is calculated to be $44,000. We are requesting from the Dallas Chamber of
Commerce the additional $22,000 to assist us in hosting Run For A New Life so that we may
help the City of Dallas combat this awful crime. Given the Chambers contribution, we expect
profits of $92,000.
Six Flags Over Texas has agreed to partner with us in order to support our cause. While
they are not contributing financially, they have offered us a discount offer for the purchase of
admission tickets. They have agreed to sell us tickets for $22.50 each for an expected 1,600
participants. The total cost for admission tickets results in $36,000. In addition, they have also
granted us the permission to use their premises to host the charity run and concert. Moreover,
they will assist us with marketing promotions for our event.

Budget Expenses
S ix Flags Tickets

Marketing Campaign

Catered lunch & beverages; 8% Registration Packet Materials ; 3%

Marketing Campaign ; 7%
Catered lunch & beverages

Regis tration Packet Materials

Six Flags Tickets; 82%

We expect
miscellaneous expenses of $8,000. These costs consist of our marketing campaign, catered
lunch and beverages, materials for the registration packets, hydration stations throughout the
course, and setup materials. We also plan to reach out to other professional organizations to help
us lower the costs of our marketing campaign and seek donation support such as free radio
advertisements or news air time. We expect other professional organizations in our network to

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realize the importance of this local issue and hopefully assist us in any way they can. Below is
visual representation of our highest budget expenses based on 1,600 participants.

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We plan to reach our goal of $92,000 by selling three different types of admission tickets.
As illustrated by the chart, we are expecting to sell minimum of 500 hundred general admission
tickets for $55 each for revenues of $27,500. This ticket will be sold to all participants in the
race who do not wish to hold VIP benefits. The fee covers the registration packet along with their
discounted Six Flag Ticket. To involve the entire family and community, we will also host a run
for children ages 4-12. Our Kids 1 Mile Fun Run tickets will be sold at $45 each with an
expected 350 participants for revenues of $15,750. Our children tickets will also include the
same benefits received by our general admission holders. Our premium VIP package will be
available for race participants or spectators and will be priced at $65 each for an expected 750
participants. We expect our VIP tickets to bring in our highest amount of revenues of $48,750.
The VIP tickets include: VIP parking, complimentary pre-race snack, free beverages, catered
lunch, and VIP premium seating for the Run For A New Life Concert. If we are able to reach our
forecasted goal of participants we will successfully be able to raise profits of $92,000.

Expected Ticket Sales

RegistrationFees

Price

Participants

Total

5KGeneralAdmission

$55.00

500

27,500

Kids1MileFunRun(412)

$45.00

350

15,750

VIPAccess

$65.00

750

48,750

TotalProfits

92,000

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April10,2015
Conclusion
ToysRUsplanstodonateallproceedsfromtheeventtoournonprofitprogram,New
FriendsNewlife.Theywillbeabletoprovideforadditionalvictimsasadirectresultofour
sponsorship.Thefundswillbeusedgeneraloperations,whicharesubsidiesforvictimresources
suchasclothes,counseling,food,shelter,oranythingtheymayneed.3
Inaddition,ourmarketingeffortswillincreasehumantraffickingawarenessthroughout
theDFW.WehopethatoureffortsassistNewFriendsNewLifeintakingonthisdifficult
challenge.Asameasureofsuccess,weplantomeasureourincreasedawarenessby
monitoringtheamountofcallstheorganizationreceivesonamonthlybasis.Whatwemean
bycallsareactualcallsthatresultintheorganizationreceivingnewleadsorinformation,
volunteersupport,ordonations.WeareaskingNewFriendsNewLifetoassistusintracking
thesenumbersbyscreeningallcallersforinformation.Wewillcomparepreviousmonthsprior
totheeventandmonthsaftertheeventtoobtainabetterestimationofoursuccessinhostingRun
ForANewLife.ToyRsUswillbeabletonumericallyshowthenumberofpeoplewe
successfullyreachedthroughourevent.Withthisinformationwecanmakeaninformeddecision
onwhethertohostanothersimilareventinsupportofNewFriendsNewLife.
WewanttheChamberofCommercetounderstandtherealityofwhatisgoingon,onour
localstreets.Humantraffickingisnotaneasytopictoaddress,andweunderstandthat,butits
importantforsomeonetostanduptothisatrociouscrime.Bycontributinghalfofthefinancial
costsneededforourevent,atotalof$22,000.00,youcanrestassuredyouhavebeguntodoyour
partasourleading,localrepresentatives.3

3 http://www.newfriendsnewlife.org/humantrafficking