Campaign Project: Planning

Project One: Research Planning

Qualitative research conducted by one, 30-minute interview with client from the Martin- Boys & Girls Club of the Greater Fort Worth Area.  


    The Boys and Girls Club would like to raise brand awareness within their community. They do not want to be known as just another daycare, but that they provide other services that will benefit the children within their community. Their mission is, “to enable all young people, especially those who need us most, to reach their full potential as productive, caring, responsible citizens.”


    The Boys and Girls club has been around since 1926, the branch located on Avenue G in Fort Worth was founded in 1995. They have been serving children ages 6-18 by providing educational growth opportunities, extra circular activities, and one-on-one interaction with positively influential adults. They are a non-profit after-school program that also provides the same activities and events to attend during the summer.  


    The Boys and Girls Club has struggled with their communities identifying them as a daycare, as opposed to the after school program that they are. Their most prominent desire for this upcoming campaign is that their communities would know and understand who they are as an organization, and strengthen their brand reputation as a whole. They provide students with diverse cultural experiences, and opportunities not otherwise afforded to them at home because of their strategic locations in low-income areas.



    Their most significant competition lies in the school they bus their children from. Most schools offer after-school programs similar the B&G Club. The YMCA is also another major competitor in the Fort Worth area.

Competitive Advantages

    The B&G Club prides itself on the fact that they believe their students need and benefit from an after-school program that is outside of the schools that the children attend. They believe in creating a safe space, with endless opportunities to not only further their education but gain the skills they need to promote a healthy and successful lifestyle.  

Major Publics 

    This campaign will focus on the B&G Clubs community, which encompasses anyone within a two-mile radius of the building. This includes D. McRae Elementary School, William James Middle School, Polytechnic Senior High School, and the polytech neighborhood.

Benefit Statement 

    The Boys and Girls Club has provided children in Fort Worth’s low-income areas with the opportunity to develop strong academic skills and healthy lifestyles to further their success in life. Their major publics that we will be targeting during this campaign are the following: D. McRae Elementary School, William James Middle School, Polytechnic Senior High School, and the polytechnic neighborhood. They B&G Club desires to raise brand awareness within its communities to further increase their volunteer rate and clientele.  

Barriers to Communication

     Our primary research shows that the prominent barrier that the B&G Club now has is the schools from which they pick up their kids. There are currently in school programs offered to children that would no longer require them to attend the B&C Club. The B&G Club believes that one of their competitive advantages when assessing this barrier is that it is beneficial to students for them to step out of their schooling environment to build relationships with positively influential adults outside of the classroom. Since the B&G Club used to work hand in hand with schools, that afforded them to the opportunity to have direct contact with parents to clarify precisely what it is they offer. Now that in-school after-school programs have arrived, there is a new barrier to overcome in communicating the B&G Club message to parents.     

The following information can be found at

  • Physical Barriers: These barriers are those that separate people from each other and mark territories. This type of barrier can often be seen in the workplace where office and closed doors stop communication.
  • Language Barriers: Not using words another can understand will certainly stop your message from being conveyed. This is not only applies to actual languages, but that of expressions, buzz words, and other jargon. If one is not familiar with your language, misinterpretation will occur.
  • Gender Barriers: Variation exists among masculine and feminine styles of communication. While women often emphasize politeness, empathy, and rapport building, male communication is often more direct. Meshing these two styles without awareness could become a barrier.
  • Interpersonal Barriers: These are barriers created to distance themselves from others. These can be done through withdrawal, meaningless rituals which keep one devoid of real contact, superficial activities though pastimes, and more.
  • Perceptual Barriers: Different world views can create misunderstanding. Without thinking, one might only view a message from their mindset rather than looking to see it from another viewpoint.
  • Cultural Barriers: Ethnic, religious, and social differences can often create misunderstanding. Without thinking, one might only view a message from their mindset rather than looking to see it from another viewpoint.
  • Emotional Barriers: Trouble listening can occur if one is consumed with emotion. Hostility, anger, fear, and other emotions make it hard to hear outside of one’s self.

Social Media Content Analysis for Facebook

The following is an analysis of: 

Secondary research shows that Facebook: ( , and 

  • “Remains the most widely used social media platform by a relatively healthy margin. Some 68% of U.S. adults are now Facebook users” (
  • “Some 88% of 19 to 29-year olds indicate that they use any form of social media” (
  • The most important benefit to Facebook advertising is that your customers use it daily (
  • It is the most targeted for of advertising (
  • It is the most cost effective form of advertising. You can spend $5 and reach 1,000 people (
  • It increases brand awareness (

Primary research was conducted for the current facebook page by analyzing the following:

Sarah Owens conducted research on April 30, 2019. Sarah examined Martin- Boys & Girls Club  of Greater Fort Worth facebook page using research recommendation and personal knowledge.

  • How many likes where on the Martin- Boys and Girls Club page?
  • How many followers were on the Martin- Boys and Girls Club page?
  • What hashtags have been utilized for the Martin- Boys and Girls Club page?
  • What type of content was on Facebook?
  • How many people did the posts reach? 
  • How many people like the post?
  • Some posts utilize images, which is good for the audience to see
  • 51 people like the page, and 50 people follow the page
  • About information in up to date and easily accessible
  • Last post was made on October 11th, 2012 
  • Images posted with copy are blurry and/or poor quality
  • No consistency in posting 
  • No interactive elements/call to action in posts
  • No video elements, links, hashtags
  • There are no volunteers, donors, organizations, or partnerships tagged on page posts
  • Likes range from 0-5
  • Inform the audience of upcoming and past events 
  • Gain more involvement and participation 
  • Create brand awareness 
  • Advertise incentives to attract members 
  • Attract more families and children 
  • Increase retention rate of high school students 
  • Obtain more volunteers 

Competitive Environment 

The following information was gather from Ronald D. Smith’s book, Strategic Planning for Public Relations.

It’s essential for the Martin-Boys & Girls Club to develop and maintain strategic relationships with their enablers to create brand awareness that is consistent with their missions statement and core values. Not only are these relationships critical to the development of a strong brand message within the community, but will help overcome some of the communication barriers stated above. The key to handling the competitive environment is going to be two-way communication, in which the Martin-Boys & Girls Club will initiate and maintain relationships crucial to their long-term success.  

Major Publics 

Producers: Volunteers, and employees. 

Isis Crawford, Director of the Martin- Boys & Girls Club Greater of Fort Worth, 817-413-8222

Enablers: Texas Wesleyan University Education Department, Fort Worth Police Department, City of Fort Worth Fire Department, and community church leaders.

Carlos Martinez, Dean of Education & Professor of Bilingual Education at Texas Wesleyan University:, 817-531-4959

City of Fort Worth Fire Department Communications & Public Engagement contact information: Lt. Kyle Falkner, 817-392-6886 

City of Fort Worth Police Communications & Public Engagement contact: Lt. Paula Fimbres, 817-392-4211

Limiters: D. McRae Elementary School, William James Middle School, Polytechnic Senior High School

Customers: Students and their families. Texas Wesleyan could also be considered a secondary customers 


The audience is composed of families and students who are involved, and not involved in the Martin- Boys & Girls Club of Greater Fort Worth. 

Secondary research was conducted on low-income Americans in relation to social media from the following link:

  • “With fewer options for online access at their disposal, many lower-income Americans are relying more on smartphones.” 
  • “In 2016, one-fifth of adults living in households earning less than $30,000 a year were ‘smartphone-only’ internet users.”
  • “Lower-income smartphone owners were especially likely to use their mobile device when seeking out and applying for jobs.” 

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s