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 :email@example.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: firstname.lastname@example.org, 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 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.”