View complete campaign booklet here: PR campaigns book-3
View complete campaign booklet here: PR campaigns book-3
Project 2: Implementation
The goal of this campaign is to raise brand awareness for the Boys & Girls Club by showcasing to the public that their programs are compelling enough to appeal to kids as an alternative to unsupervised “hanging out” time after school. This campaign will focus on the B&G Clubs community, which encompasses anyone within a two-mile radius of the building. Our ultimate goal is to create a plan that will help the B&G club raise their brand awareness within its community to further increase their volunteer rate and clientele.
Our strategy for this campaign is to focus on building relationships by accomplishing the following:
Our campaign objectives are the following:
Our campaign tactics will focus on the following:
o College students who are working toward their Bachelor’s, Master’s, or Doctoral Degree in Marketing, Mass Communication, Advertising, Public Relations, Education.
o Responsible for posting visually attractive content for all these accounts. Posing pictures, fliers about upcoming events, and new information about the club would be a weekly job.
We will be hosting a Summer Kick-Off Event to bring all our enablers together, build relationships, and spread brand awareness.
DATE: June 4th, 2018
Begin handing flyers to churches, enablers, and families who are a part of the Boys & Girls Club informing them of the event.
DATE: June 22nd, 2018
Team arrives to open up the building:8:30 a.m.
Food Vendors Arrive:9:00 a.m.
Bounce House Arrives:9:00 a.m.
Volunteers Arrive & Set-up Booths:9:15 a.m.
Boys & Girls Club Booth Set-up:9:15 a.m.
Fire Department Arrives:9:30 a.m.
Police Department Arrives:9:30 a.m.
MELT Ice Cream Arrives:9:30 a.m.
Event Begins:10:00 a.m.
Attendees visit booths, enjoy ice cream and food: 10:00 – 12:00 p.m.
Event Ends:12:30 p.m.
Clean up:12:30 p.m.-1:30
|Specific Items Needed||Cost|
|10×20 ft. Tent||$200.00|
|MELT Ice cream||$0.00|
|Texas Wesleyan Volunteers||$0.00|
|Fire Department Fire Truck||$0.00|
|Police Department Booth||$0.00|
|Texas Wesleyan Booth||$0.00|
|Wesleyan Communication Intern||$0.00|
Total Cost: $325.00
This budget is focused on funding the event. We want this event to show how this Boys and Girl club does great work in this community, and showcase that it is more than just a daycare. This event will showcase the educational growth opportunities the B&G Club offers in tandem with the opportunities provided for students to have one-on-one interaction with positive influential adults.
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.
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.
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.
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 http://www.communicationstudies.com/barriers-to-communication.
Social Media Content Analysis for Facebook
The following is an analysis of:
Secondary research shows that Facebook: (http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/ , and https://www.lyfemarketing.com/blog/facebook-advertising-benefits/)
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.
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.
Producers: Volunteers, and employees.
Isis Crawford, Director of the Martin- Boys & Girls Club Greater of Fort Worth :firstname.lastname@example.org, 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: email@example.com, 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: http://www.pewresearch.org/fact-tank/2017/03/22/digital-divide-persists-even-as-lower-income-americans-make-gains-in-tech-adoption/.
The page I designed for The Gradual was page 2.
I would want to create consistency across all of my platforms, so as a result, I would use the same 10 second Ad I created for the television Ad on Facebook, along with a simple Facebook image Ad post. I would also post this Facebook image ad to LinkedIn.
Facebook Images Ad:
Facebook Video Ad:
Client: an active senior retirement community similar to Robson Ranch, located in the DFW Metroplex. They are pre-selling homes at this time and want to create print advertisements that focus on their carefree lifestyle for people ready to retire or planning to retire in the near future.
Target Audience: an American audience that is 55-65 years of age, living in a suburban area in the Southern part of the United States.