KEEL.MEDIA
BUILT FOR PRESSURE
PROPOSAL PRESENTATION MEETING
Fisher House Foundation
National Awareness Campaign
MEETING OBJECTIVES
01
Demonstrate deep understanding of Fisher House's awareness challenge
02
Present Keel Media's proven capability to deliver measurable results
03
Outline our strategic approach for the 3-year campaign
04
Establish clear expectations for partnership and outcomes
MEETING FLOW
The Challenge We're Solving
- The awareness gap: Why families don't know Fisher House exists when they need it most
- The occupancy problem: Underutilized houses while demand grows elsewhere
- The donor disconnect: Support that doesn't compound over time
Why Keel Media Is The Right Partner
- $300M in campaign delivery with 90%+ client renewal rate
- Deep military and nonprofit sector expertise
- Proven track record with mission-critical organizations
- Strategic approach: Building systems, not just campaigns
Our 3-Year Strategic Plan
- Year 1: Foundation - Testing, learning, and establishing presence
- Year 2: Scale - Expanding what works, eliminating what doesn't
- Year 3: Sustainability - Creating infrastructure that outlasts the campaign
- Budget allocation and expected outcomes
Partnership Approach
- Collaboration model with your internal team
- Integration with existing vendors
- Reporting cadence and decision-making process
- Timeline from contract to launch
Q&A
KEEL.MEDIA
BUILT FOR PRESSURE
YOUR CHALLENGE
What Fisher House Foundation Needs
The Infrastructure Is Built. The Awareness Is Not.
You have 100+ Fisher Houses across the nation, with more in development. Funding is strong. The mission carries deep trust. But awareness remains inconsistent and often accidental.
01
COMPRESSED DECISION-MAKING
Families make lodging decisions during medical crises—under stress, with little time. If Fisher House isn't surfaced immediately, the opportunity is lost.
02
UNEVEN AWARENESS
Some markets operate at full capacity while others remain underutilized. The gap isn't capacity—it's awareness in the right places at the right moments.
03
REFERRAL BREAKDOWN
Hospital staff rely on habit and existing workflows. Without consistent reinforcement, Fisher House becomes an exception rather than standard practice.
04
DONOR DISCONNECTION
Supporters trust the mission but lose engagement when impact feels abstract rather than local and immediate.
WHY KEEL MEDIA IS THE RIGHT PARTNER
We Don't Just Run Campaigns.
We Build Systems That Last.
$300M
Campaign Delivery
90%+
Renewal Rate
9+
Years Leading
$300M in campaign delivery across 20+ media properties including Defense News, Military Times, Sunset Magazine, TechCrunch, and Cheddar Financial News Network.
90%+ client renewal rate—standout performance achieved through exceptional execution and customer service at every level.
KEEL.MEDIA
BUILT FOR PRESSURE
OUR 3-YEAR STRATEGIC APPROACH
Turning Awareness Into Infrastructure
National Consistency + Local Execution + Continuous Learning
YEAR 1: FOUNDATION
$1,150,000
Establish presence, fix obvious breakdowns, test and learn in real conditions
- Phase 1: Onboarding & Discovery — Map referral pathways, identify underutilized houses, develop modular creative system
- Phase 2: Soft Launch & Testing — Test messaging and channels in pilot markets, deploy hospital content modules, optimize weekly
- Phase 3: Scaled Deployment — Expand media presence in priority corridors, launch donor initiatives, measure occupancy movement
- Phase 4: Optimization — Concentrate spend on highest-performing markets, refresh creative, document best practices
YEAR 2: SCALE
$975,000
Expand what works, eliminate what doesn't, strengthen donor and referral programs
- Scale successful tactics to additional markets
- Retire underperforming approaches based on data
- Deepen hospital enablement with refreshed tools
- Expand brand ambassador network
- Apply Year 1 learnings to improve efficiency
YEAR 3: SUSTAINABILITY
$875,000
Build durability so Fisher House teams can sustain performance independently
- Shift from expansion to reinforcement
- Refresh messaging without losing consistency
- Refine systems for reduced external dependency
- Strengthen playbook for long-term use
- Transition campaign into operational infrastructure