Public Relations Campaign Spring 2010 Dr. Susan Waters Mary Catherine Stewart Brooke Glassford Kellie Celia Jahnna Hall
April 22, 2010
College of Liberal Arts Tichenor Hall Auburn University Auburn, AL 36849
Dear Mr. Josh McFall and Mr. Brett Trapp,
We would like to extend our sincerest appreciation to the two of you for the opportunity to work with you in this campaign. We feel honored to have been a part of the second annual The Iron Bowl is Better cause. We respect your commitment to the Haiti relief effort and the mission you both have embraced; it has become a passion for us as well. We support the grassroots effort from which you started the campaign. We hope that you will be able to implement our tactics and ideas to make the 2010 The Iron Bowl is Better campaign an enormous success. Thank you for your input, patience and guidance through this learning process. With your support and encouragement we were able to hone our skills as future public relations practitioners. Our group wishes the both of you the best of luck with the campaign next year.
Thank you again and WAR EAGLE!
Jahnna Hall 205.335.3081 firstname.lastname@example.org
Brooke Glassford 334.328.0402 email@example.com
Kellie Celia 205.821.9813 firstname.lastname@example.org
Mary Catherine Stewart 256.466.0305 email@example.com
Table of Contents Execuative Summary .................................................................................................................... 4 Analysis of Organization .............................................................................................................. 7 Situation Analysis ....................................................................................................................... 11 Analysis of Publics ..................................................................................................................... 15 Goals and Objectives .................................................................................................................. 18 Communication Plan................................................................................................................... 21 Theory .......................................................................................................................................... 23 Research ...................................................................................................................................... 25 Evaluation .................................................................................................................................... 28 Appendices .................................................................................................................................. 32 Appendix A: Survey ........................................................................................................ 33 Appendix A.1: Survey results ......................................................................................... 38 Appendix B: Flier ............................................................................................................ 45 Appendix C: Twitter posts .............................................................................................. 47 Appendix D: FAQ ........................................................................................................... 49 Appendix E: Press Release ............................................................................................. 52 Appendix F: Charity Night Flier .................................................................................... 55 Appendix G: Promotional T-shirt ................................................................................... 57 Appendix H: Video ......................................................................................................... 59 Appendix I: Photos .......................................................................................................... 61 Appendix J: Yard Sign .................................................................................................... 63 Appendix K: Previous PR efforts ................................................................................... 65 Additional Ideas .......................................................................................................................... 69 Budget .......................................................................................................................................... 71 Timeline and Calendar ................................................................................................................ 73 Media Contact List ...................................................................................................................... 78 Limitations................................................................................................................................... 80 References ................................................................................................................................... 82 Conclusion ................................................................................................................................... 84 Notes ............................................................................................................................................ 86
Executive Summary Public Relations Campaigns (PRCM 4090) is the capstone course in the public relations curriculum at Auburn University. The class is given to graduating seniors in the major. Each group is given an organization to work with to create a campaign to be presented and possibly implemented by the selected organization. The objective of this course is the formation of a successful campaign that is confidently presented to the client. The textbook used in this class, “Developing the Public Relations Campaign” by Bobbit & Sullivan, describes a campaign as one that involves three elements: free choice, mutual benefit and a multidisciplinary approach. Our group (Jahnna Hall, Brooke Glassford, Kellie Celia, Mary Catherine Stewart) has adopted this definition and applied it to a grassroots organization named The Iron Bowl is Better (TIBIB). TIBIB emerged in the summer of 2009 when two men saw an opportunity to use college football as a catalyst for world change in education. Josh McFall and Brett Trapp started TIBIB campaign with a goal of raising $54,000 to build a school in Angola, Africa. They raised $2,200, enough to send 22 African children to school. McFall and Trapp are eager to exceed this amount in the 2010 campaign. After Trapp’s visit to Haiti in March following the devastating January earthquake, he decided that the next TIBIB efforts should focus on disaster relief for the Haitians. Our campaign is designed to accomplish the goals, objectives and tactics of that cause. Because of the change in TIBIB’s cause, our group is assuming that the starting point of this campaign is after McFall and Trapp have adjusted TIBIB’s Web site and communication mediums to reflect Haiti disaster relief. Our group created the overall goal of raising $12,010 to send to Haiti relief efforts. We selected $12,010 using the month (January) and year (2010) of the earthquake. This money will support the rebuilding of the educational system in Haiti so that “education would be helping education.” Conducting research through surveys, we were able to gather information on our target publics. We concluded that these primary publics include: students, faculty, staff, alumni, and football fanatics. Our survey revealed that one of the main categories people want to see relief toward is Haiti’s education system. The following list of tactics were created to actively influence each specific public. The first objective is directed at the students of the University of Alabama and Auburn University with the goal of awareness. Tactics include: • A video depicting the devastation in Haiti to be posted on their Web site and YouTube. • An updated “Frequently Asked Questions” sheet will be created and distributed in and around campus with information on the relief status in Haiti. The FAQ will also be updated on the Web site. • Manage a blog to be consistently updated with information on the progress of the campaign. The blog will be located on TIBIB’s Web site, Twitter, Facebook, Rivals, The Bunker and TideFans social networks. 5
• Host charity nights at local popular restaurants in which a percentage of the proceeds are donated to the relief cause. The second objective is focused on action and is geared toward University of Alabama and Auburn University alumni and football fanatics. Tactics include: • Construct a press release on the campaign to be sent to media outlets throughout Alabama. • Create a flier describing the goal and cause of the mission. This will be distributed throughout the campuses and communities of each school. • Photographs of Haiti’s disaster relief efforts will be posted on Flickr, Twitter and Facebook. The link to these photos will be posted on TIBIB’s Web site. • An article will be published in Auburn Magazine, an alumni magazine, about the efforts of TIBIB and let readers know how to donate. • Yard signs will be placed in populated areas on and around campus at both institutions. The third and final objective is acceptance objective directed at teaming up with a nonprofit organization that will send funds to relief efforts in Haiti. Tactics include: • A media kit will be provided to potential nonprofit agencies to promote donations. • We will arrange meetings with interested agencies to discuss their further involvement in the campaign. • A press release will be constructed and sent to potential agencies explaining why they should become involved in this relief effort. • We will tweet at interested agencies through TIBIB Twitter account and encourage their donations and involvement. Our campaign is based on zero budget. However, it does include an idea page located near the end with several suggestions that may initially cost money, but have the potential to generate funds for the campaign. Our group is confident that our objectives and tactics will combine to produce an effective campaign if implemented correctly. We feel strongly that our suggestions for ways to raise awareness, action and acceptance will help achieve the goal of raising $12,010 and prove to the football world that The Iron Bowl is Better.
Analysis of Organization
History The Iron Bowl is Better (TIBIB) emerged as a nonprofit organization during the summer of 2009. With the passion and competition of the Iron Bowl as inspiration, founders Josh McFall and Brett Trapp saw an opportunity to use the Iron Bowl rivalry as a platform to promote awareness for a worthy cause. McFall and Trapp, who are both young professionals in the nonprofit sector, grew up together in Florence, Ala. Upon graduating from high school, they earned their undergraduate degrees from the University of North Alabama where they were highly involved on campus and with their social fraternities. McFall currently resides in Montgomery, Ala., where he serves as the director of Bridge Builders, a leadership and diversity program for high school students. Trapp moved to Atlanta, where he serves as the lead innovator for Booster, a company that hosts fitness based fundraisers at elementary schools around the country. Aside from sharing the same hometown and college education, McFall and Trapp clash in a way that some people view as unbearable. McFall is a diehard Auburn football fan, and Trapp is a diehard Alabama football fan. Unlike a lot of fans in the state, the college friends saw this difference as an opportunity to create world change through football. After a long distance phone call and a dinner meeting to figure out logistics, TIBIB emerged. Two weeks later with the help of a few personal friends TIBIB was launched and the campaign began. Given the name, The Iron Bowl is Better, the organization was created to promote and flaunt the Iron Bowl as the greatest rivalry in college football. Many fans and media argue which college football rivalry has the greatest tradition, pride, intensity and talent. McFall and Trapp saw a way to gain an advantage over the competition. Last year, TIBIB chose to partner with RISE International to assist them in achieving their goal of raising $54,000 in 22 days, the amount it takes to build a school in Angola, Africa. Within the 22 days leading up to the 2009 Iron Bowl McFall and Trapp received $2,200 in donations, enough to send 22 children to school in Angola for one year. TIBIB calls for all students, fans, alumni and residents from the University of Alabama and Auburn University with their communities to participate in the Iron Bowl rivalry in order to help children gain an education.
Mission The Iron Bowl is Better (TIBIB) has two ideas essential to its mission, promoting the Iron Bowl as the greatest football rivalry and creating world change through education. Football rivalries exist because of the state-funded education system. Last year, Josh McFall and Brett Trapp laid the foundation for what will become a statewide effort to send children to a clean, well equipped school in an impoverished third-world country. This year, the devastating earthquake that took place in Haiti on January 12, 2010, has shifted the focus of TIBIB. There is an extreme need to rebuild the schools systems within Haiti. With the understanding that college football is an integral component of southern culture, McFall and Trapp decided to use this rivalry as a way to gain media and public attention. The duo firmly believes the Iron Bowl is the greatest rivalry in college football and that all other rivalries are second rate in comparison. TIBIB set up its Web site as a way to prove that The Iron Bowl is Better by mobilizing the University of Alabama and Auburn University fan bases and giving them a tool to show their passion for the Iron Bowl and the children of Haiti. The goal for TIBIB 2010 is for Auburn Tigers and Alabama Crimson Tide fans to raise $12,010 by the 2010 Iron Bowl. If and when the goal is met, McFall and Trapp are going to charter an airplane and fly a banner over Americaâ€™s second best football rivalry, the Michigan/Ohio State game, proving to the college football community that the Iron Bowl is in fact best rivalry in college football.
Mission Statement The mission of The Iron Bowl is Better campaign is twofold. The first goal is to add proof to the belief that the Iron Bowl is the greatest rivalry in college football. The second goal is to raise funds to be sent to Haiti for disaster relief following the January 2010 earthquake.
Culture The Iron Bowl is Better (TIBIB) operates with limited formal structure. The organizational structure is extremely horizontal, meaning the communication and decision-making process follows a two-way model of communication between Josh McFall and Brett Trapp. TIBIB has no employees, but out sources a few select responsibilities to other companies including Web design and publicity efforts. All decisions regarding finances and publicity are made at the top level. What is unique about this organization is the entire operation is co-managed by two, young professionals from the same hometown, McFall and Trapp. Although they support athletics from two separate rival universities, they are able to come together to form a collaborative, functioning partnership. These pieces of information have a profound effect on the attitude and behavior of this organizationâ€™s campaign. Their hometown friendship contributes to a very relaxed atmosphere and work environment. Much of the initial groundwork and decisions made about this campaign were discussed over lunch meetings and Skype conversations. This campaign falls second in priority to McFall and Trappâ€™s primary careers. The organization is goal driven with two main priorities, to prove the Iron Bowl is the best college football rivalry and to help fund the rebuilding of schools in Haiti.
The Issue The Iron Bowl is Better (TIBIB) campaign has decided to give its support to the relief effort in Haiti because of the January earthquake that devastated the small, impoverished country. According to The Washington Post, only 75 of the 1,500 schools in central Haiti survived the earthquake without damage. The significant impact education has on the children of Haiti is one of the reasons TIBIB has focused on rebuilding the education systems in Haiti. Last year, $2,200 was raised to send children to school in Angola, Africa. This year, TIBIB would like to see that amount of monetary support increased in order to help meet the need of the Haitian people. Because education is the focus of TIBIBâ€™s effort, this creates a unique partnership between the Alabama higher education institutions and the schools of Haiti. TIBIB is attempting to establish a common ground through education. Josh McFall and Brett Trapp are striving to make TIBIB an annual philanthropy that takes place during the Iron Bowl every year. Although the cause may change, the same overall goal and objective is used, football rivalries can inspire world change. One issue that will arise will be finding external nonprofit organizations to manage and fund TIBIB. Because the shift has focused toward Haiti, finding a company similar to Rise International will be important to keeping this organization from handling money internally. This campaign will begin to address this issue by exploring and researching other organizations with similar goals.
The Role of Public Relations The structure behind The Iron Bowl is Better (TIBIB) is a concentrated group of individuals who take on many upper management roles within this organization. This organization is not typical when compared to a vertically integrated organization. All public relations efforts to date have been the ingenuity and creativity of the co-founders. Both partners have experience and knowledge of effective public relations strategy. This organization relies solely on successful public relations efforts; without public awareness this campaign would fail.
Previous Public Relations Efforts Josh McFall and Brett Trapp have used several types of successful print and social media in their previous campaign. Last year, the two established a successful Web site where viewers can find their mission statement, history, goals and how to contribute to their designated cause. They also utilized popular social media networks such as Facebook and Twitter. TIBIBâ€™s Facebook fan page is contains information regarding their cause and has 1,620 fans to date. They make posts regularly updating their fans on the progress and how to donate. They have maintained posts on the page keeping fans informed on what is to come for 2010. Their Twitter page keeps followers updated with information and has 255 followers. They also appeared on Huntsville, Ala. local ABC affiliate, Channel 31 and were successful at plugging their media efforts there. However, McFall and Trapp sent press releases to all print, radio and television media across the state and were not successful. We hope this year to expand upon previous efforts and see that innovative new public relations efforts are brought to the campaign.
Public Relations Needs There are many public relations strategies The Iron Bowl is Better (TIBIB) can implement to help see that this campaign is successful. First, TIBIB needs is a strategic timeline so this campaign can be executed to receive maximum exposure (refer to Timeline and Calendar). There is also an opportunity to expand print and news media efforts and target new public within the state. Previous information needs to be updated to reflect the effort in Haiti. While TIBIB wants people to use the energy of the Iron Bowl rivalry as motivation, its most important goal is to raise awareness and monetary support for the relief in Haiti. Although the cause may change from year to year, Josh McFall and Brett Trapp find it important for their publics to become passionate about the issue or cause at hand, whatever we decide it to be. Research will be a component to this campaign as well. It will be important for TIBIB to understand what philanthropic causes are of importance to their target publics. There are several other PR needs that need to be addressed. The zero budget may require some innovation and creativity in order to implement the campaign. Additional publicity efforts will be needed to make the campaign visible. Seeking potential sponsors or donors to cover some of these costs could make a huge difference in the caliber of the campaign.
Future Public Relations Efforts There is a strong need for more student awareness on the campuses of the University of Alabama and Auburn University. Establishing promotional teams or representatives at each respective campus would be one way of generating more awareness. These teams would serve as lead communicators to The Iron Bowl is Better’s (TIBIB) primary publics. Once the Alabama and Auburn teams are established, TIBIB will cohesively implement the same tactics for each of our campuses. The first tactic will be getting friends and supporters on board to update their social network sites to start getting the word out to the public. We will invite friends to the fan page and tweet the link to TIBIB Web site on Twitter. The teams will also be responsible for being knowledgeable of their campus and communicate through channels that reach large numbers of students and faculty. At Auburn these channels could include: Greek life listserves and dinner visits, organizational programs listserves, and university publications such as “This Week at AU”. This will be especially crucial next fall. There are other PR needs that may be needed that are not free, however, these could be done for minimal cost and the impact could be beneficial. We also feel that we need to appeal to the emotional side of our audience. We would like to get a personal look, whether that includes a testimony, video footage or pictures from the devastation. We feel that connecting people’s stories with the Tuscaloosa and Auburn communities will help people realize there is still a need to rebuild Haiti in November. Further PR tactics are discussed in later sections of this campaign (refer to Appendix).
Resources The Iron Bowl is Better (TIBIB) is a zero budget operation. All promotional material to date has been the result of donated time or resources. There are no overhead costs because online giving is done through a third party organization. TIBIB chose to outsource donations through a third party to avoid having to deal with tax forms and legal issues. Using a third party organization keeps the operation simplified and easy to manage. A personal friend at Armosa Studios, based out of Florence, Ala., created TIBIB Web site in the summer of 2009. All future PR material will need to be donated resources or free to keep this as close to a zero budget operation as possible.
Background information on Haiti Haiti is the poorest country in the Western Hemisphere, according to the MSNBC Web site. Haiti has been plagued by political violence for most of its history. Nearly 80 percent of the population is living under the poverty line. In January 2010, a catastrophic earthquake, registered as a 7.0 on the Richter scale, hit just southwest of the capital, Port-au-Prince. These statistics make the magnitude of the earthquake even more devastating. An estimated two million people live within the zone of moderate to heavy structural damage. The earthquake is assessed as the worst in this region over the last 200 years. • POPULATION: 9,035, 536 (95% Black; 5% Caucasian) • LANGUAGE: French and Creole • GEOGRAPHY: Located between the North Atlantic Ocean and the Caribbean Sea, west of the Dominican Republic, comparable in size to Maryland. • CLIMATE: Tropical • AGE: 0-14 years: 38% (male: 1,735,917; female: 1,704,383) 15-64 years: 58% (male: 2, 621, 059; female: 2,665,447) • LITERACY: 52.9% age 15 and over can read and write • EDUCATION EXPENDITURES: 1.4 % of GDP (1991) • LABOR FORCE: 3.643 million
Education The Jan. 12 earthquake dealt a devastating blow to Haiti's already struggling schools. More than 80 percent of schools in the earthquake zone were damaged or destroyed. Schools in Port-auPrince and the other affected towns remain closed, and with tens of thousands of bored and restless children living in temporary shelter, patience is growing short. In September 2009, the U.S. donated $22 million to Haiti to achieve the Millennium Development Goal of universal primary education by 2015. Wealthy Haitians and foreigners opt out entirely, putting their children in upscale schools that cost some $8,000 per year, more than most Haitians will spend on food and basic necessities in 20 years. 14
Analysis of Publics
Overview of Publics There are several major publics that effect The Iron Bowl is Better (TIBIB) campaign. TIBIB defines public as a group of people that face a common interest, recognize its significance and set out to do something about it. The primary publics are associated with the University of Alabama and Auburn University. These primary publics include: students, faculty, staff, alumni and football fanatics. Another dimension of TIBIB is trying to reach publics with an interest in raising money to rebuild schools in Haiti. The major opinion leaders for these two dimensions of the campaign are notable figures in each respective community, including Stundent Government Association (SGA) presidents, Greek life leaders, athletics fans, team leaders and internal TIBIB leaders.
Key Publics •
The major publics for TIBIB are the University of Alabama and Auburn University students, alumni and fans of both universities, the communities surrounding each university, sports fans of rival universities and philanthropic organizations.
We chose to target students because they account for the largest demographic within the universities and high schools and will disperse information about TIBIB most efficiently. Because our group represent this demographic, we will be able to easily relay information about the cause to this key public.
Because alumni and fans display loyalty to their respective university, they will be able to identify with and support a cause that future alumni are promoting. This is also another outlet for them to show pride for their alma mater.
Targeting the communities is an effective way to promote TIBIB because both Tuscaloosa and Auburn are immersed in the university culture. Members of the community strongly support the universities and what they are involved in.
Sports fans of rival universities share the common Southeastern Conference (SEC) bond. Josh McFall and Brett Trapp would like to see the other SEC universities adopt a mission of their own.
Our last key public is philanthropic individuals who do not necessarily consider sports a priority. These individuals value the well-being of others and importance of education.
Other Publics Latent publics are football fans who share the common interest of football, but do not realize the potential of their donation. Apathetic publics include individuals that have no interest in sports or philanthropic organizations. Aware publics include other philanthropic organizations funding different areas and groups other than Haiti. Active publics are those individuals who contributed to the cause last year, as well as The Iron Bowl is Better (TIBIB) Facebook fans and Twitter followers. The producers of TIBIB are Josh McFall and Brett Trapp. The enablers are our campaigns group and the fans of both teams. We are enabling the project by lending our ideas and expertise to bringing attention to the event. The fans are enabling TIBIB by deciding to donate to schools in Haiti or not. The limiters are all other nonprofit organizations with similar causes. There are thousands of similar organizations all doing good. We want to present TIBIB as the most worthy cause to Alabama and Auburn fans during the Iron Bowl.
Intercessory Publics Publics that have potential to influence our key publics positively or negatively, include the individual families of alumni and fans. For example, individuals who are interested in giving to this cause can persuade their family members who are not yet supportive. A majority of our main public, college students, are still dependent on their parents for financial support, so parents make the ultimate financial decisions.
Opinion Leaders Opinion leaders for each public vary. The vice president of student affairs for both universities, as well as leaders of the Student Government Association (SGA), account for opinion leaders for the student public. An older demographic, alumni and fans, will respond to local city and state leaders.
Demographics This campaign targets a wide range of demographics; however the primary demographic is white collar, middle class society because of the availability of disposable income. The other demographic is college students. The entire purpose of The Iron Bowl is Better (TIBIB) campaign is to raise money and awareness.
Psychographics There are many psychographic variables the help define The Iron Bowl is Better (TIBIB) publics. Psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for interests, activities, and opinions). These traits include being a loyal fan to either institution, Alabama or Auburn; a love for sports; a sense of friendly rivalry; and competition and a desire to something good some humanity.
Goals and Objectives
Goal To prove to the college football community that the Iron Bowl is the best rivalry in college football as well as to raise awareness and support for the relief effort in Haiti. First Objective (Awareness): To increase the number of the University of Alabama and Auburn University students aware of The Iron Bowl is Better (TIBIB) by 10 percent no later than the first football game on Sept. 4, 2010. Strategy: Motivate Alabama and Auburn students to engage and participate in current social media sites including Facebook, Twitter, Rivals, The Bunker and TideFans. Rationale: College students are immersed in social media, which is the fastest way to disseminate information to this demographic. College students are surrounded with peers, and their voice is likely to be heard. Tactic 1: Create a video to post on YouTube or other social networks displaying film or pictures of the damage in Haiti. The video will also address the need for rebuilding schools and revamping education in Haiti. Tactic 2: Create a â€œFrequently Asked Questionsâ€? (FAQ) sheet containing information about TIBIB to be distributed in populated areas on campus. Tactic 3: Manage a blog with updates about Haiti, TIBIB donations, college football status and other information deemed important to the cause. The blog can be found on TIBIB Web site, Facebook page and Twitter account. Tactic 4: Charity night at various local restaurants publicized to students. A certain percentage of the purchases will be given to TIBIB. Second Objective (Action): To call to action Alabama and Auburn alumni and fans to donate money to TIBIB until the Iron Bowl on Nov. 26, 2010. Strategy: Encouraging Auburn and Alabama alumni and fans to donate via tactics that display the destruction and need of relief in Haiti. Rationale: Alumni and fans are passionate about the Iron Bowl. Tactic 1: Construct a press release to send to various media outlets in Alabama. Tactic 2: Design and create a flier explaining the need for the rebuilding of schools in Haiti and how to donate to TIBIB. Tactic 3: Upload photographs of the damage in Haiti to a Flickr stream. This link will be on TIBIB Web site. Tactic 4: Publish an article on TIBIB and its mission in the Auburn Magazine. Tactic 5: Design yard signs to be placed in populated areas around campus at Alabama and Auburn. Tactic 6: Design a t-shirt for TIBIB promotional team leaders or for an additional fundraising effort. 19
Third Objective (Acceptance): To team up with one nonprofit organization by June 1, 2010, that will send funds to relief effort in Haiti. Strategy: Research nonprofit organizations that have a facet geared toward providing education in impoverished countries. Once the organization is determined, we will educate them on the cause of TIBIB. Rationale: Because TIBIB is a new organization, this partnership will heighten participation and donations from our publics. Tactic 1: Provide a media kit to the organization including tactics created to promote donations. Tactic 2: Arrange meetings with potential organization. Tactic 3: Construct a press release to be sent to potential organizations explaining why they should adopt TIBIB cause. Tactic 4: Utilize TIBIB Twitter account by tweeting at potential organizations.
Key Messages The Iron Bowl is Better (TIBIB) has distinguished several key messages that can be used as our main information we want to convey for this campaign. • Theme: “The greatest college football rivalry inspiring world change.” • “Alabama’s higher education institutions are reaching out to provide education to children of the world.” • “The Iron Bowl is the best college football rivalry.” • “The Iron Bowl: Better for a reason.”
Verbal Communication The Iron Bowl is Better (TIBIB) has several ways to implement verbal communication to ensure campaign success. Our campaign defines verbal communication is interactive speaking face-toface. We have implemented a “TIBIB promotional team” that will act as spokespeople for the cause. They will be knowledgeable about all aspects of the campaign and be able to answer all questions from the public. • Promotional teams • Opinion leaders • Web site videos
Nonverbal Communication The Iron Bowl is Better (TIBIB) has several ways to implement nonverbal communication to ensure campaign success. Our campaign defines nonverbal communication as ways we are generating buzz about our campaign through various mediums. The following list represents nonverbal communications tactics that can be used: • Fliers • Yard Signs • YouTube Videos • Facebook, Twitter, Rivals, The Bunker and TideFans • T-shirts
Opinion Leaders The Iron Bowl is Better (TIBIB) has distinguished several public figures that can serve as credible sources of information for this campaign. According to Developing the Public Relations Campaigns by Bobbit and Sullivan, “an opinion leader is held in high esteem by those that accept his or her opinions.” The following list represents opinion leaders that can be spokespeople in each respective community: • Local city and state leaders • Student Government Association (SGA) presidents • Greek life members • Athletes • Josh McFall and Brett Trapp & TIBIB Promotional team leaders 22
Theory The Iron Bowl is Better (TIBIB) has intergraded and applied the Diffusion Theory through the campaign. According to Minnesota State University, the Diffusion Theory involves the process of acquiring new ideas. There are five steps in this process: 1) Awareness. The person discovers the idea. Our target publics will learn of TIBIB through yard signs, fliers and press releases. 2) Interest. The person seeks more information. Our publics will visit the Web site for adequate information and watch the video we created and posted. The public will also visit the Facebook site, become a fan of the Facebook page and request to follow the organization on Twitter. 3) Trial. The person tries the idea on others and/or tests the behavior change. Our publics will visit the charity nights at various restaurants and take friends and family to eat. At this time new publics will be introduced to TIBIB. 4) Evaluation. The person decides whether the idea is in his or her own self-interest. After viewing all of the information gained from the Web site and social network sites, and visiting charity nights within the community, the public will make a decision to donate or not to donate to the cause. They will also decide how much to give and the appropriate way of donation. 5) Adoption. The person incorporates the idea into his or her opinion/behavior. Our campaign is a success and the publics donate to TIBIB.
Purpose The purpose of our survey is to determine what cause our target publics find most applicable and valuable to their lives. We are focusing on relief efforts in Haiti following the January earthquake, and the survey will assist us in figuring out where most people would like to see the funds focused. We will be able to decide which area of charity they will be most inclined to support, promote that specific cause and, therefore, increase our profits because of their donations to their particular areas of interest. From this survey we will also determine the amount of disposable income most of them have allotted to charitable donations. We are expecting to see our most significant donors as alumni and members of the community and the survey will help us in deciding if we are correct in our assumption. This will allow us to gauge a more successful profit margin and be able to use the prospected funds accordingly. This survey will also be vital in helping us conclude the way our target publics will donate. Are they more likely to donate through checks, cash, pledges or various other fundraising methods? Another question the survey will answer is what publics we should focus on as donators and what publics we should use in our awareness campaigns. Through prior research we discovered that students and young people are highly valuable in spreading awareness of a cause they find worthy. Through the survey we will also be able to discover the most appropriate way to reach each target public for donations as well as awareness. We are expecting social media to be our biggest asset, but the survey will help us narrow down the most effective social media outlets to use for the individual audiences. As a group and in working with TIBIB, a brand new organization, we are welcome to the other suggestions or ideas we will be introduced to through this survey.
Design The survey will begin with a cover page briefly explaining our project and our mission with TIBIB. The cover page will conclude with an appreciation statement from our group to the participant. The survey will then consist of demographic, psychographic and behavioral information questions. We will use the demographic questions to determine our primary donating publics. This section will also be important in helping us verify that we have indeed hit every target audience. Psychographic questions will help us determine their interest in giving and where they would like to see their money and efforts centralized. The behavioral information questions will also help us in focusing on how to most effectively reach individuals with updates on our campaign efforts. We will have a final likert scale question ranking one to five with one as strongly disagree and five as strongly agree. Surveys will remain anonymous to the surveyor. There will also be a section in the conclusion of the survey for additional comments or suggestions for our team.
Participants Our participants will be comprised of what we believe to be our current target publics. We have determined them to be University of Alabama and Auburn University students, alumni from both universities and the communities of Tuscaloosa and Auburn. We will not be posting the survey online for our other target public, sports enthusiasts, to participate. This is out of our reach because of the funding needed to engage in this type of surveying and the research we have done on the lack of effectiveness with this type of prior campaigns. We are also open to the possibility that this survey may present us with potential other publics we will further address in our campaign.
Procedure The survey will be distributed to Auburn University students in populated areas on campus giving equal opportunity for everyone to participate. We will also go to several colleges within the university to present faculty with our survey to complete. This will allow us to get the viewpoints of various professors. We will then travel to largely populated areas of the community such as the downtown areas and large shopping centers to survey participants within this range. We feel that this is the most appropriate way for us to reach a wide demographic audience. Our tactics allow us to have a representative and unbiased random sample to gather answers from. We will hand deliver the surveys to each participant and stand away from them at a reasonable distance to then collect them when the complete it. This is the best way for us to ensure the survey is completed and returned in a reasonable time and that the participant feels no pressure from the surveyor. We expect to complete our surveys in three business days. We were unable to complete surveys at the University of Alabama. Therefore, we could not gain data from their students, faculty, alumni or community residents. We strongly suggest this be done as soon as a TIBIB team is formed at the University of Alabama.
Tactic: Video First Objective: Awareness Target Public: The University of Alabama and Auburn University Students Evaluation: As the video will create awareness of the devastation in Haiti and the need for rebuilding schools, it will also create an emotional appeal to the individual viewers and stimulate their action to donate. The video consists of photographs taken by Brandy Brendle and Katy Crane during their visit to Haiti, of the devastation and children and families affected. Between images, we included facts about Haiti, its education system and why it is important to donate to The Iron Bowl is Better (TIBIB). The facts and photos make people more aware of what has happened, what is currently going on and what is necessary to be done. During the slideshow of photos, the song, “We Are the World 25 for Haiti,” sung by various celebrity artists, is playing. This also adds to awareness signifying that people are uniting through devastation and making contributions together. It also creates more emotion to the video. The qualities of the carefully planned and constructed video will significantly contribute to awareness of the issue in Haiti and TIBIB. We will be able to measure the effectiveness by the number of views that the video receives (Refer to Appendix H).
Tactic: Frequently Asked Questions Sheet First Objective: Awareness Target Public: The University of Alabama and Auburn University Students Evaluation: Since The Iron Bowl is Better (TIBIB) is a new organization, most people are going to be unaware of its cause and have questions about the organization as a whole. Creating a “Frequently Asked Questions” (FAQ) sheet that contains common questions and concerns and distributing it around the Auburn and Alabama campuses will assist in establishing awareness among TIBIB publics. We created a FAQ sheet that explains what TIBIB is about, the point of the organization, the cause that TIBIB supports, how to make donations, how individuals know TIBIB is not a scam and if their donation is tax deductable. Most of these questions were retrieved from TIBIB Web site. Since the FAQ sheet is an overview of TIBIB, the individuals who read it will become more aware of the organization, and it will thus generate word of mouth media (Refer to Appendix D.
Tactic: Charity Night First Objective: Awareness Target Public: The University of Alabama and Auburn University Students Evaluation: We suggested that The Iron Bowl is Better (TIBIB) team up with local restaurants to promote their cause and generate donations. The participating restaurants would schedule specific nights in which a percentage of individual purchases from that night go toward TIBIB. To make the community aware of these nights, we created a flier explaining what restaurant to attend, the date of the event and the cause that the money is going to. It is important to publicize and hold charity nights like this because it makes the community more aware and gets everyone more involved, even if they’re not fully aware of the cause before they attend the restaurant. It’s also a good way to generate word of mouth among regular customers and accumulate more and new publics. Having attended several restaurant charity nights for organizations at Auburn University, we can confidently say that the publicity for the event and the event itself make a positive contribution to the cause. We will be able to determine the effectiveness of charity night by the percentage of money that is donated from individual purchases. (Refer to Appendix F)
Tactic: Press Release Second Objective: Action Target Public: The University of Alabama and Auburn University Alumni and Fans Evaluation: Writing and issuing a press release to various media outlets is one of the best and simplest tactics in creating awareness and stimulating action of a PR opportunity. We constructed a general, two-page press release which explains the cause and goal of The Iron Bowl is Better (TIBIB), the nature of the organization and where and how an individual can donate. Sending the press release to various media outlets in Alabama, and possibly even in surrounding states, will allow the media to relay the information to the public, which then encourages the targeted publics to take action and donate to TIBIB. It’s important to utilize the media when attempting to make people active with your cause. The media is one of the most informative and reliable channels, and most people heavily depend on the media to learn what is going on in their community. Thus, creating and sending a press release about TIBIB will assist in stimulating action among TIBIB’s publics (Refer to Appendix E).
Tactic: Flier Second Objective: Action Target Public: The University of Alabama and Auburn University Alumni and Fans Evaluation: We created a flier to distribute before and during football games and to display in restaurants and buildings around campus. The flier’s content is similar to that of a brochure except the flier is printed on cardstock, making the information easier to read and more convenient for an individual to handle. The flier contains the name of the organization, a brief summary of the cause, the benefits of donating and how to contribute. Since it will be distributed before and during football games, we will be able to reach a large amount of students and football fans to encourage them to take action and donate. The flier will also be displayed in local stores and restaurants in the Tuscaloosa and Auburn communities, allowing anyone to read or take it, which inspires them to make a donation (Refer to Appendix B).
Tactic: Yard Signs Second Objective: Action Target Public: The University of Alabama and Auburn University Alumni and Fans Evaluation: People are almost always distracted by their surroundings, whether it’s when they’re driving or on a walk. That is why we created yard signs to be mounted in various yards and public grassy areas around the Alabama and Auburn campus and communities. The signs are white and have www.TheIronBowlisBetter.com printed in black. The message is straight forward and does not go into depth about what exactly the Web site contains. Those who read and see the signs will be curious as to what the Web site contains, leading them to take action, visit the site and hopefully make a donation.
Appendix A (Survey) Dear Auburn University Students and Faculty,
You have been invited to participate in a research study designed to help us gain a better understanding of your attitude toward the relief effort in Haiti. This survey is being conducted by Mary Catherine Stewart, Brooke Glassford, Kellie Celia and Jahnna Hall, Auburn University public relations students who are under the supervision of Dr. Susan Waters. Your participation is very important to this survey project. If you decide to participate, all you need to do is follow the simple instructions for each question. Any information obtained in connection with this study will remain anonymous. Your individual responses will never be identified with you in any way. The only people who will have access to your information are the students involved in this study. The survey will take approximately 5 minutes to collect and one of the students will be back to collect it when you have completed it. Again, your participation in this survey is very important and vital to our class project. Thank you for taking the time to participate.
Mary Catherine Stewart, Brooke Glassford, Kellie Celia and Jahnna Hall
PLEASE TURN THE PAGE TO CONTINUE WITH THE SURVEY
Appendix A (Survey continued) Background Information (please use a check mark to indicate your answer) Gender:
How old are you? 15-25 ____ 26-35 ____ 36-45 ____ 46-55 ____ 56 or above ____ Student: ____ (or) Faculty Member: ____ (or) Community Resident: ____ College of: ____________________________________________________ Major: _______________________________________________________ What is your ethnicity? White/Caucasian ____ African American ____ Asian/Pacific ____ Hispanic/Latino ____ Other ____ How many years of formal education have you received? 2 yr.community college or trade school ____ 4 year institution ____ Masterâ€™s Degree ____ Ph.D. ____ High School Degree ____ What is your annual income? $100,000 or above____ $100,000-$80,000____ $80,001-$60,000 ____ $60,001-$40,000 ____ $40,001-$20,000 ____ $20,001-$10,000 ____ $10,000-$0 ____
Appendix A (Survey continued) Social Media Usage (please use a check mark to indicate your answer) Which social media accounts do you have? Please check all that apply. Flickr ____ Facebook ____ Twitter ____ MySpace ____ Other ____ If you have any of these accounts, how often do you check them? Multiple times each day ____ About once a day ____ More than three times a week ____ Less than once a week ____ Several times each month ____ I don't have any social media accounts ____ What is your main news source? Television ____ Radio ____ Newspapers ____ Social Media (i.e. Twitter, Facebook) ____ Other ____
Appendix A (Survey continued) Haiti Iâ€™ve already donated money to the Haiti relief effort. Yes ____ No____ How much would you be willing to give to a Haiti relief cause? $100 or above ____ $99-$50 ____ $49-$36 ____ $35-$16 ____ $15-$6 ____ $5-$0 ____ Which area of Haiti relief would you be more likely to support? Orphan Care ____ Hunger ____ Education ____ Rebuilding ___ I would be willing to give money to support a student being sent to Haiti to help with the relief effort. Strongly agree ___ Agree ___ Do not agree ___ Strongly disagree __
Thank you for completing our survey.
Appendix A.1 (Survey Results) Summary We conducted a survey that consisted of demographic and psychographic questions that helped us gauge individual interests and preferences in terms of nonprofit causes. The survey was distributed to 45 students at Auburn University, 15 faculty members at Auburn University and 15 members of the Auburn community, totaling to 75 individuals. Of all the individuals surveyed, 29 are male and 46 are female. Fifty people are between the ages of 15 and 25, seven are between 26 and 35, eight are between 36 and 45, three are between 46 and 55 and seven are 56 or older. Of the 75 people surveyed, 39 are white, 15 are African American, eight are Hispanic and 13 are Asian. Four individualâ€™s extent of education consists of a two-year trade school, 50 are currently receiving a four-year degree, 13 have received a masterâ€™s degree and eight have a Ph.D. In terms of financial status, 45 of the 75 people surveyed earn a yearly salary between $0 and $10,000. Five earn between $20,000 and $40,000. Seven earn between $40,001 and $60,000. Eight earn between $60,001 and $80,000, and six earn between $80,001 and $100,000. Knowing that our target public, students, earns less than $10,000 per year most likely means that the donations made will be small, but fairly frequent given the passion for nonprofits like TIBIB. When asked which social network medium(s) they use, 70 checked Facebook, 50 checked Twitter, seven checked MySpace and three checked Flickr. This means that when relaying information, TIBIB is would be successful utilizing its Facebook and Twitter accounts. When asked how often they check their social network accounts, 43 of the 75 check it once a day, 15 check multiple times per day, 13 check more than 3 times per day and four check less than once per day. Fifty-six people rely on television as their main news source, 14 rely on the newspaper and eight use other sources, such as the Internet. This means that if TIBIB could reach a large amount of its publics if it utilizes television as a medium. Of the 75 people surveyed, 64 have already donated money to Haiti relief effort and 11 have not. When asked how they felt about supporting and giving money to a student who would be sent to Haiti, 15 people said they strongly agree, 55 said they agree and five did not agree to support a student in this area. Lastly, when asked about the area of Haiti relief they are more interested in, hunger and education tied at 24, 21 people said orphan care and six people said rebuilding.
Appendix A.1 (Survey Results)
Appendix A.1 (Survey Results continued)
Appendix A.1 (Survey Results continued)
Appendix A.1 (Survey Results continued)
Appendix A.1 (Survey Results continued)
Appendix B (Flier)
“The Greatest College Football Rivalry Inspiring World Change”
Our Goal To raise $12,010 by this year’s Iron Bowl- November 26, 2010. Our mission is to bring awareness and support to the relief effort still taking place in Haiti, specifically focusing on rebuilding schools and education.
Why Should YOU Donate? As a student, alumni or fan of the two academic institutions involved in greatest college football rivalry, the Iron Bowl, YOU have the opportunity to show your support for your school while also supporting the relief effort in Haiti. The time it will take to rebuild Haiti will far surpass the coverage it has been given in the media. The communities behind Alabama and Auburn football can make a difference in Haiti. If our goal is accomplished, TIBIB will fly a banner over America’s second best college football rivalry– the Michigan/Ohio State game, proving The Iron Bowl is Better.
How can YOU help? Visit www.theironbowlisbetter.com to click and donate today!
Appendix C (Twitter Posts)
Twitter Tweets for TIBIB Informative Tweets: •
Last Day to Donate to TIBIB is TODAY!!
Only ONE WEEK Left to prove The Iron Bowl is Better…Donate TODAY!
Help us prove the Iron Bowl is the best college football rivalry, donate to Haiti!
Ohio & Michigan State wish they could play in the Iron Bowl…TIBIB!
Eat at Moe’s from 5-10 p.m. today and sign the back of your receipt “TIBIB.” A percentage of your purchase will go to Haiti relief. Thanks, Josh and Brett
Persuasive Tweets: •
Haiti still needs your help! More than 80% of schools were destroyed. Help them rebuild by donating to TIBIB today!
We have $6,012 more dollars we want to raise! If all of our followers gave $10 dollars, we could exceed our goal!
Did you know that only 53% of Haiti’s population can read and write? Help educate the people of Haiti. Support TIBIB now.
Check out this video… (insert link to YouTube, Facebook, etc…)
Photo of the day…Donate to TIBIB and help Jerome and his friends go back to school in Haiti.
Appendix D (FAQ)
Frequently Asked Questions What is The Iron Bowl is Better? The Iron Bowl is Better (TIBIB) is a nonprofit organization seeking to prove that the Iron Bowl is the best rivalry in college football by raising money to build schools in Haiti. Since the earthquake that took place on Jan. 12, 2010, founders, Josh McFall and Brett Trapp, saw the need to rebuild and contribute to Haiti’s school systems. Although McFall is an Auburn football fan and Trapp is an Alabama football fan, the college colleagues saw this difference as an opportunity to create world change through football. McFall and Trapp plan to mobilize the University of Alabama and Auburn University fan bases to prove their passion by giving to support a great cause. They created a Web site, www.theironbowlisbetter.com, for individuals to make donations and stay up-to-date with the organization’s progress. What is the goal of The Iron Bowl is Better? The mission of the organization is two-fold: 1. Prove that the Iron Bowl is the greatest rivalry in college football. 2. Raise $12,010 by the 2010 Iron Bowl to contribute to funds for education and building a school in Haiti. If we reach our goal of $12,010, we will fly a banner over America’s second largest football rivalry, the University of Michigan versus Ohio State game. The banner will read, “The Iron Bowl is Better,” proving that the Iron Bowl is indeed the better rivalry of the two. What are we raising money for? TIBIB has the goal of raising $12,010, signifying the date that the earthquake took place (Jan. 12, 2010 – 1/12/2010), by the Iron Bowl on Friday, Nov. 26, 2010. The money will go toward building schools and education funds in Haiti. How do I make a donation? You can make a donation via TIBIB Web site at www.theironbowlisbetter.com. Once you’re on the main page, click on the “Donate Now” tab. You can donate a specific amount signifying famous Auburn and Alabama football facts, like $34 for Heisman winner, Bo Jackson’s Auburn jersey number or $798 for the total number of games Alabama has won. However, any amount of money is appreciated. 50
Appendix D (FAQ continued) How do I know this isn’t a scam? All donations are made through www.firstgiving.com, a third party Web site that has been used by thousands of nonprofit organizations to safely and easily process donations. Anyone can set up a FirstGiving account, but FirstGiving will only allow individuals to set up accounts for registered nonprofits like American Red Cross. Is my donation tax deductible? Yes! Once you make a donation, you will receive a receipt via e-mail. This will serve as proof of your donation come tax time. Are you really going to fly a plane over the Michigan/Ohio State game? Yes, but only if we reach our goal of $12,010! The banner will be flown over Ann Arbor, Mich., before the University of Michigan versus Ohio State football game, which will read, “The Iron Bowl is Better.” As there is frequent debate about which rivalry is the greatest, reaching this amount through donations will prove that the Iron Bowl is the best rivalry in college football. If we reach our goal after the Iron Bowl on Nov. 26, 2010, we will fly the plane at the 2011 University of Michigan versus Ohio State game. And no, neither Josh nor Brett will be flying the plane.
Appendix E (Press Release) Montgomery, Alabama 334.264.6223 :: www.theironbowlisbetter.com
News Release April 22, 2010 FOR IMMEDIATE RELEASE
FOR MORE INFORMATION, CONTACT: Josh McFall and Brett Trapp E-mail: firstname.lastname@example.org
The Iron Bowl is Better Begins Fundraising MONTGOMERY, Ala. – The Iron Bowl is Better (TIBIB), a nonprofit organization, will begin fundraising for education relief in Haiti Tuesday, June 1 at midnight. TIBIB invites donations and support to achieve the organization’s mission of proving that the Iron Bowl is the best rivalry in college football by helping rebuild the education system in Haiti. Since the earthquake that took place in Haiti on Tuesday, Jan. 12, there is an extreme need to rebuild the school systems within the country. “The time it will take to rebuild Haiti extends far past the media coverage it received the months following the earthquake,” said McFall. With the goal of raising $12,010 by the 2010 Iron Bowl on Friday, Nov. 26, TIBIB plans to rebuild and send children to schools in Haiti. If TIBIB’s financial goal is achieved, the organization will fly a banner over America’s second largest college football rivalry, the University of Michigan versus Ohio State University game. The banner will read, “The Iron Bowl is Better,” proving that the Iron Bowl is indeed the number one rivalry in college football. Any amount of money can make a difference. Donations are accepted via TIBIB Web site at www.theironbowlisbetter.com. A press conference will be held on Monday, May 31, welcoming any media outlet. -More53
The Iron Bowl is Better 2â€“2â€“2 TIBIB emerged as a nonprofit organization during the summer of 2009. With the passion and competition of the Iron Bowl as inspiration, founders Josh McFall and Brett Trapp saw an opportunity to use the Iron Bowl rivalry as a platform to promote awareness for a worthy cause. Last year, TIBIB partnered with RISE International to assist them in achieving their goal of raising $54,000 in 22 days; the amount it takes to build a school in Angola, Africa. Within the 22 days leading up to the 2009 Iron Bowl, McFall and Trapp received $2,200 in donations, enough to send 22 children to school in Angola for one year. This year, the devastating earthquake that took place in Haiti has shifted the focus of TIBIB. With the understanding of the need for education restructure in Haiti and that college football is an integral component of southern culture, McFall and Trapp decided to use this rivalry as a way to gain media and public attention. ###
Appendix F (Charity Night Flier)
Eat at Brick Oven Pizzeria on Thursday, November 18 to raise money for
The Iron Bowl Is Better to support Haiti relief Sign the back of your receipt “TIBIB”
War Eagle!! 56
Appendix G (Promotional T-shirt)
Appendix H (Haiti Video)
Appendix I (Photos)
Appendix J (Yard Sign)
“The Greatest College Football Rivalry Inspiring World Change.”
Appendix K (Previous PR Efforts) Original TIBIB logo, November 2009:
Appendix K (Previous PR Efforts continued) TIBIB Press Release:
Appendix K (Previous PR Efforts continued) TIBIB Web site video:
The following additional ideas can be implemented into the campaign: •
Book donation and sale o Less than half the population in Haiti is literate. To raise awareness and funds for education in Haiti, The Iron Bowl is Better (TIBIB) can organize a book donation drive and sale where community members of Tuscaloosa and Auburn can donate and purchase books. Send a student to support the relief effort o Nearly all of the people we surveyed said they would be willing to support a student traveling to Haiti for relief efforts. Connecting a student’s efforts with TIBIB will ignite a personal connection between our campuses and Haiti. “Meal to Heal” dinner o In January 2010, Auburn University hosted a charity dinner. A local restaurant donated their time, service and food in exchange for $5 dollar meal tickets where 80 percent of the proceeds went to Haiti. This event proved to be successful because the student demographics received a dinner meal in exchange for their donation. Raffle a Iron Bowl ticket pair to raise money o Since social media has become an integral part of our society, TIBIB can utilize sites such as Facebook, Twitter or The Bunker to give away a pair of donated Iron Bowl tickets. Sell t-shirts for profit o Although the original intent of the t-shirt is for promotional purposes, selling t-shirts for profit will generate funds for Haiti. College students frequently buy t-shirts, making this a practical way to raise money. Table toppers o Student centers, local restaurants and other buildings in each community are popular meeting places for TIBIB publics. Placing table toppers displaying www.theironbowlisbetter.com will contribute to Web site traffic and potential donations. Painted billboards o These signs are larger than yard signs and are visible to commuters traveling through the community. In Auburn, these signs have proved to be an effective way to promote special events and campaigns. Water Bottles o Water Bottles with the TIBIB logo as the label can be sold at football games for $2. This promotional tool will help bring in money as well as spread awareness publicity for the TIBIB campaign.
Estimated Budget Tactic
YouTube Video -Production
Moeâ€™s Brick Oven Chick-fil-A Five Guys
Quantity Additional Info 1
Tactic Cost $0
-Editing -Uploading to Web site
Charity Nights at Local Restaurants -Drop-off -Pick-up
Press Release & Photo Caption
4 Locations Personal gas expenditure required
Local and State Media
Personal gas expenditure required N/A
-Production -Editing -Submit to Media
Flier -Production -Editing -Printing
-Production -Uploading to Web site
Yard Signs -Production -Distribution
T-Shirt -Production -Distribution
Master Graphics Auburn, Ala.
Total Estimate, High End = $600 Total Estimate, Low End= $300
Timeline & Calendar
Schedule for Tactics June • •
The Iron Bowl is Better (TIBIB) kickoff: Tuesday, June 1. Update Twitter and Facebook accounts weekly.
July • •
Update content on TIBIB Web site (Q&A, third party donation link, etc.). Update Twitter and Facebook accounts weekly.
August • • •
Post video on TIBIB Web site for people to watch until the Iron Bowl. Set a goal to show video to at least 15 new people every week. Update Twitter and Facebook accounts weekly. Charity night Thursday, Aug. 5 and Aug. 26: Chick-fil-A (Pass out fliers the day of the event in populated student areas.)
September • • • •
Send press release/photo caption to local media outlets. These will be implemented until the Iron Bowl. Update Twitter and Facebook accounts weekly. Have promotional team begin wearing T-shirts in public. Charity night Thursday, Sept. 2 and Sept 16: Moe’s Southwestern Grill (Pass out fliers the day of the event in populated student areas.)
October • • • •
Update Twitter and Facebook accounts weekly. Send press release/photo caption to local media outlets. These will be implemented until the Iron Bowl. Charity night Thursday, Oct. 7 and Oct. 21: Five Guys Burger and Fries (Pass out fliers the day of the event in populated student areas.) Distribute brochures around campus and the community.
November • • • •
Update Twitter and Facebook accounts weekly. Distribute brochures/fliers around campus and the community. Assemble yard signs and place in designated areas. Charity night Thursday, Nov. 18: Brick Oven Pizzeria (Pass out fliers the day of the event in populated student areas.) 74
Media Contact List
Media Contact List Auburn University:
Eagle Eye Television Send news, pictures, video to: email@example.com Promotions director: Cassidy Caukin, firstname.lastname@example.org
The Plainsman Editor: Lindsey Davidson, email@example.com Managing Editor: Natalie Wade, firstname.lastname@example.org
This Week @ AU Manager of news and Web services: Mike Clardy, email@example.com
WEGL 91.1 Station Manager: Chandler Moore, firstname.lastname@example.org; (334) 663-6174
Auburn University at Montgomery (AUM):
Communications Manager of University Relations: Frank Miles, email@example.com; (334) 244-3467
University of Alabama at Birmingham (UAB):
Kaleidoscope Newspaper Editor-in-Chief: Alex Headley, firstname.lastname@example.org News editor: email@example.com
Department of Student Publications: firstname.lastname@example.org (205) 934-3354 Director of Student Media: Amy E. Kilpatrick, email@example.com
University of South Alabama (USA):
The Vangaurd Editor-in-Chief: Matthew Peterson, firstname.lastname@example.org or email@example.com Managing editor: Daniela Werner, firstname.lastname@example.org
The University of Alabama:
Office of University Relations: (205) 348-5320 Director of Media Relations: Cathy Andreen (205) 348-8322
The Crimson White
Newsroom number: (205) 348-6144
Limitations Our campaign with The Iron Bowl is Better (TIBIB) produced several limitations. However, we were able to overcome those limitations to form a successful campaign to be implemented in fall 2010. Our first limitation concerned distance. We were working on this project with Josh McFall and Brett Trapp who are both based out of town. McFall is located in Montgomery, while Trapp lives in Atlanta. Since our campaigns group is in Auburn, we used Skype and other conferencing technologies to keep them updated and informed throughout the process. Another limitation we encountered involved the budget for the project. McFall and Trapp began this organization as a grassroots effort out of their own pocket. Because of this, we had to develop our campaign with no funding and form tactics that could be done extremely inexpensively. This was achieved with a lot of creativity by our group. A third limitation was our communication barrier with the University of Alabama. We developed objectives and tactics based on our Auburn University knowledge and what we know works for us. We have not developed a team at the University of Alabama yet, so we are only assuming the same ideas will be as successful there as they have been in the past at Auburn. Our fourth limitation, and perhaps the most challenging obstacle to overcome, was the change of subject mid-way through the project. With the devastation in Haiti from the January earthquake, McFall and Trapp shifted the focus of TIBIB from building schools in Africa to disaster relief in Haiti. Although much of the campaign was completed, our group worked quickly and effectively to create innovative ideas to fit this new cause. We support the relevance of Haiti and we were happy to revamp our campaign to fit that need. We encountered several limitations in our four months of planning our campaign. We were able to work cohesively as a group to overcome these and develop a campaign that we feel will be successful in raising awareness and funding for disaster relief efforts in Haiti in the fall of 2010.
References Bobbitt, R., & Sullivan, R. (2009). Developing a Public Relations Campaign. Boston, MA: Pearson Education. Brandy Brendle and Katy Crane (Photos in Haiti Video) Auburn, Ala. Sign World (Yard Signs) Auburn, Ala. Master Graphics (Promotional T-shirt) Auburn, Ala. Jeremy Cowart Photography (Photos) Nashville, Tenn. Minnesota State University (Theory) http://www.mnstate.edu/hanson/MC307/mc_307_diffusion.htm MSNBC.com (Haiti Statistics) Photohub.com (Calendars) Twitter.com (Posts)
Conclusion We began planning our campaign for The Iron Bowl is Better (TIBIB) in January 2010. During the past four months we have spent countless hours creating a plan filled with innovative and creative ideas to raise funds and awareness for Haiti disaster relief. This experience has been priceless to our education in public relations and we feel that our hard work will prove to be a success when the plan is implemented in fall 2010. Because of our hard work researching past effective efforts we were able to discover specific target publics that our campaign would most appropriately influence. This research we conducted led us to then create objectives and tactics we know will be achievable and successful. Our tactics are applicable and relevant to the main publics we selected. Our appendices are filled with examples of the tactics we prepared. They can be modified easily according to details suggested by Josh McFall and Brett Trapp, creators of TIBIB. We are looking forward to hearing of the success of the campaign. Through our tactics we expect to see a goal of $12,010 raised to fund various relief efforts and to achieve the overall goal of proving that of all football games in all conferences, The Iron Bowl is Better.
Notes ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ 87