Final Campaign Project Presentation

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Campaign Project: Implementation

Project 2: Implementation

Goal

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.

 Strategies

 Our strategy for this campaign is to focus on building relationships by accomplishing the following:

  • Reach out and build external relationships with enablers.
  • Create a social media campaign to reach targeted audiences.

Objectives

 Our campaign objectives are the following:

  • To increase brand awareness among parents in the polytechnic community.
  • To build new relationships with enablers within the community.
  • To create consistent, interactive, mobile-friendly content for Facebook.

 

Tactics

………………………………………………………………………………….

Our campaign tactics will focus on the following:

  • Host an event with enablers to bring the community together and utilize word-of-mouth marketing to raise brand awareness.
  • Create flyers for the event to hand out a week before hand to inform the community when it will be taking place via direct marketing.
  • Hire a mass communications intern to create social media content to ensure consistency in content creation and Facebook posting.

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.

  • Create mobile friendly informational videos and photographic content to post on Facebook consistently.
  • Tag enablers on posted Facebook content to maintain enabler relations, and generate traffic.

 

The Plan

We will be hosting a Summer Kick-Off Event to bring all our enablers together, build relationships, and spread brand awareness. 

Timeline

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

 Debrief:1:30 p.m.

 

Budget

Specific Items Needed Cost
   
Bounce House $125.00
10×20 ft. Tent $200.00
Food Vendor $0.00
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.

 

 

 

 

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.  

Situation

    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.”

Background 

    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.  

Reputation 

    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.

    

Competition 

    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 http://www.communicationstudies.com/barriers-to-communication.

  • 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: (http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/ , and https://www.lyfemarketing.com/blog/facebook-advertising-benefits/) 

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

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?
Facebook
Strengths
  • 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
Weaknesses
  • 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
  • 0 shares 
Opportunities
  • 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 
Threats 

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 :icrawford@fortworthkids.com, 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: cmartinez@txwes.edu, 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 

Audience

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/.

  • “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.” 

Tactic Creation Project

The Ramifications of a Small Class

The fluorescent lights turned off, the windows opened, and sunshine flooded the classroom as Alexandra Flurry, a junior Theatre major, began to type “Brainstorm Baby” at the top of her word document page. That is how she always began her writing process in the Playwright I course she took in Fall 2017.

 “The first three weeks of class I never got past ‘Brainstorm Baby.’ I wanted to, but I just never had enough time,” Flurry said.

 “This idea is dumb, and this idea is wrong” is what Flurry would tell herself until the repetitive discipline of writing began to strengthen her confidence.

 Flurry contributes much of her growth to her Playwriting I professor, Connie Whitt-Lambert, professor of Theater,who was hired by Joe Brown, dean of Freshman Success, nearly 30 years ago.

 “Even after 30 years of teaching, she is still so passionate,” Brown said.

By the time Flurry’s second playwright assignment was due, she found her piece of work sufficient to turn in; however, she was disappointed.

 “She (Lambert) really helped bring out more, the more that I was thinking of,” Flurry said. “She asked me how can we translate this to something the audience can visually see and understand?”

 Lambert stresses the importance of writing, rewriting, and revising in playwriting.

 “It’s constant, and often students need to meet daily for feedback when working on a play, especially when they are motivated by an idea,” Lambert said. “Waiting for a mentor’s comments when you’re eager to keep writing can be frustrating.”

After rewriting the end of her play six or seven times, Flurry finally heard the words she was anxiously waiting to hear.

 “Yes, I’m seeing what an audience would want to see. There you go. It’s done now,” Lambert said.

 “I haven’t had a teacher like Connie in a really long time,” Flurry said. “Just write, write, and write, is what Connie always said. Her method was to throw it all up on the page and clean it up later.”

 Flurry had several moments of astonishment throughout her time in Lambert’s class. She knew she could write well, but she never knew she could write plays well.

 “It’s really inspiring to have a teacher turn to you and go ‘this is so good, do you want to enter it into a competition?’” Flurry said.

 Her play, The Ramifications of a Changed Man, was selected as one of six ten-minute plays at The Kennedy Center American College Theatre Regional Festival. It is a competition made up of five states with submissions from graduate and undergraduate students alike.

 “It is an incredible honor, and says volumes about her work,” Lambert said. “The Kennedy Center credit never leaves your resume.”

 Flurry new found playwriting confidence has brought a sense of comfort when brainstorming her story ideas, but what happened next brought her to tears.

 As the actors began to read Flurry’s play at the festival, she could not refrain from tearing up.

 “I was sitting there going, ‘I wrote this on a computer, less than a year ago, and these people are reading what I wrote out loud,’” she said. “It was so intense to hear the actors say, ‘this is such a powerful line, I just love the way it’s phrased. How should I say it?’ and getting my advice. There is no feeling like it.”

 Despite being on sabbatical this semester, Flurry said Lambert texted her words of encouragement before, throughout, and days after her time at the festival.

 “She wants to make people feel so secure in their writing,” Flurry said. “Every time in class, whenever someone would turn in something they were unsure about, she would discuss their play with such eloquent response. She would get inside their head. It’s so good. She’s like superwoman.”

 Lambert wrote that the small classrooms are crucial for playwriting, and students like Flurry are the reason she continues to teach.

 “She’s a master of turning everything on its head, and often times when you try what she says you end up just getting all these ideas,” Flurry said. “It just opens up a whole new world of possibilities.”