Communication Case Study Essay

Submitted By Chongzi1
Words: 4129
Pages: 17



A Collaborative Proposal
ACCT 6302

Zhimin Dai
Andrew Rigsby
Ching-Yi Su
Sijiang Wang
Chong Zhan
The American Heart Association
7272 Greenville Ave. Dallas, TX 75231
The American Heart Association
7272 Greenville Ave. Dallas, TX 75231

Table of Contents

Executive Summary 3

Introduction 4

The Proposal 5

Marketing 5

Contingency Plan 7

Staffing 8

Fundraising 10

Donors & Sponsors 11

Budget 12

Conclusion 13

Works Cited 14

Executive Summary

The objective of this business proposal is to present the executive management of the American Heart Association with a new event called the “Run For Your Heart 5k”. During the report, we will discuss the following:

* Details of the event * How the event will be executed concerning our limited resources * The benefits of the event

Business Proposal

As part of our ongoing initiative of social responsibility, the American Heart Association has decided to hold an annual competition to raise awareness and funds for heart disease and obesity in Texas. Heart disease is a major problem not only in Texas, but also around the country. This event will encourage people to eat healthy and exercise in order to reduce the burden of heart disease. It will include a “fun” run, two competitive races, a luncheon, and a carnival. This will all be open to the public, and the proceeds will be donated to organizations that focus on researching and treating heart disease.

Administrative and Operational Components

To implement this plan, we have come up with a reliable strategy that will guide the event to success. We have developed a marketing plan that use advertising methods such as flyers, invitations, banners, and television commercials. We even have a celebrity endorsement. Additionally, we have analyzed several risks in a contingency plan. In regard to the staff that will run the event, there will be an event management committee to oversee the implementation and a general staff to perform the basic operations. Lastly, we discuss our budget illustrating the appropriate income and expenses, our fundraising target of $40,000, and how we will reach it using corporate donations and sponsors such as Subway and Dr. Pepper Snapple Group.

Conclusion and Recommendation

To conclude this report, we are primarily asking executive management to approve our business proposal. The only donation we will need from management is of employees to use for planning and performing the event. We have done extensive research and believe that this event will enhance our reputation as well as benefit the community as a whole. Visibly, heart disease is causing many Americans to struggle and is taking too many lives every day. In order to reduce this atrocity and bring good health back to the lives of Americans, the Annual Run For Your Heart 5k must be established.


Heart disease is the number one leading cause of death in the United States of America. It is responsible for over 813,000 deaths every year, and about 82 million Americans currently have some form of heart disease (American Heart Association, 2011, p. 3). In fact, it has topped the charts every year for the past 75 years as shown in the chart below.

However, it seems as though heart disease has seen a long-term decreasing trend since the 1980’s (Hoyert, 2012). This is because of major medical advances in the recent century as well as several organizations that have dedicated their existence to the awareness and advancement of medical research relating to the heart. One of the most prominent of these organizations is the American Heart Association.

The American Heart Association has a long history of cardiology in the United States, which started when the organization was founded in 1924 by six cardiologists with…