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NYB Campaign Sarah Owens, Chalon Anderson, Jared Rabye, Ted Wisdom

Martin Boys & Girls Club of the Greater Fort Worth Area

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NYB Team Contact Information Sarah Owens – Campaign Leader/Research & Planning (817) - 374-3198 sdowens@txwes.edu Chalon Anderson – Tactics & Implementation (254) - 251-8228 cnanderson@txwes.edu Jared Rabye – Book Designer/Research & Planning (817) - 304-71576 jdrabye@txwes.edu Ted Wisdom – Presentation Creator/Tactics & Implementation (940) - 231-4055 lgwisdom@txwes.edu

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Table of Contents Executive Summary……………………………………………………………………………..4 Challenge Statement…………………………………………………………………………….5 Situation Analysis & S.W.O.T Analysis……………………………………………….6-8 Research………………………………………………………………………………………..9-10 Strategy……………………………………………………………………………………………..11 Budget………………………………………………………………………………………………12 Recommendations……………………………………………………………………………..13 Appendix………………………………………………………………………………………14-19

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Executive Summary NYB has created an advertising campaign for the Boys & Girls Club of Greater Fort Worth that aims to increase their social media usage to reach targeted audiences and build relationships with enablers to accomplish the end goal of raising brand awareness within their community. The tactics we plan to implement are a Summer Kick-Off Event with identified enablers within the community that will attain social media coverage through a mass communications student from Texas Wesleyan University, hired on as a Summer intern. The consistency of increased mobile-friendly social media use will significantly enhance the Boys & Girls Club of Greater Fort Worth’s goal of raising brand awareness by building intentional relationships with members of their external community.

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Challenge Statement 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. 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.

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Situation Analysis 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.”

S.W.O.T Analysis 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 on the page range from 0-5 • 0 shares

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Facebook 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

• More appealing websites with the same goals such as the following: https://www.facebook.com/ymcafort worth/, or https://www.facebook.com/Polytechn icHighSchool/

Competition: Their most significant competition lies in the school they bus their children from. Most schools offer after-school programs similar to the B&G Club. The YMCA is also another major competitor in the Fort Worth area. Target Audiences: 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  The polytechnic neighborhood’s families and children

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Industry 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. Problems:  In-school programs/after-school programs.  Barriers to communication. Such as physical, Language, gender, interpersonal, cultural, and perceptual  Social Media presence Opportunities:  Inform the audience of upcoming and past events  Partnerships with other organizations like The Fort Worth city police and fire departments and Texas Wesleyan Universities Education Department  Increasing the social media presence

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Research Social Media Content Analysis for Facebook The following is an analysis of:

https://www.facebook.com/Martin-Boys-Girls-Clubs- ofGreater-Fort-Worth-322234771120101/

 Secondary research shows that Facebook: (http://www.pewinternet.org/2018/03/01/social-mediause-in-2018/ , and https://www.lyfemarketing.com/blog/facebook-advertisingbenefits/)  “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)

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 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?

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Strategy/Objectives •

Create brand awareness that is consistent with the B&G’s club mission statement and core values

Reaching out to different organizations as well as making the B&G club more prominent on social media

Develop brand new content for social media and expand the followers on those platforms

Reach out to the Polytechnic community and the schools in the area for volunteers and possible partnerships

• Create an event that will be hosted at the B&GC site that will highlight how the B&GC helps the community • Partner with Texas Wesleyan’s School of Education to have students volunteer to help with the B&GC

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Budget Specific Items Needed

Cost

Bounce House 10x20 ft Tent Food Vendor MELT Ice cream Texas Wesleyan Volunteers Fire Department Fire Truck Police Department Booth Texas Wesleyan Booth Wesleyan Communication Intern

$125.00 $200.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00

Total cost: $325.00

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Recommendations • Increase social media followings by 5% • Increase the frequency of social media posting • Implement interactive video elements, better pictures, hashtags, and links within social media posts • Host events that will inform the community about how the B&GC can help them

Evaluation Plan • After a month check the increase in social media followers and determine the % increases. • Evaluate if the event increased the number of kids showing up to the B&GC after school and by how many kids it increased. • See how many times social media posts have been liked, shared, retweeted, and commented on.

Future Campaign Recommendations • If the results in the Evaluation plan are positive, continue to apply the recommendations of the campaign. • Expand on the campaign in ways that will individually help the Martin B&GC and show the community the positive impact it is having.

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Appendix Contact Information: 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 MELT Ice Cream: 817-886-8365, shop@elticecreams.com Address: 1201 W Magnolia Ave, Ste 115 Fort Worth, TX, 76104

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Intern Requirements for Texas Wesleyan Communication Majors Pre-requisites: Completed courses in writing across media, integrated media, practicum, digital production, and photography. Job description: Entrepreneurial minded, self-assertive. Can take responsibility without needing much direction. Looking to build up a videography and social media portfolio. Works well with kids and enjoys purposeful work while giving back to the community. Hours need to complete internship: 120

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Flyer for Internship opportunities:

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Timeline for Event 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 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. (assign a welcome booth were a volunteer can watch how many people attend) 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.

Collateral Materials Needed for Boys & Girls Club Booth  Informational pamphlets  B&G Club pins or stickers  T-shirts, hats, and other branded products set out available for purchase  Volunteer, or worker who is an excellent communicator and can articulate/re-enforce the B7G Club mission with clarity.

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Event Flyer:

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Research Materials: http://www.pewinternet.org/2018/03/01/social-media-use-in2018/ https://www.lyfemarketing.com/blog/facebook-advertisingbenefits/ 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/digitaldivide-persists-even-as-lower-income-americans-make-gains-intech-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.” Demographics: The area around the Martin B&GC of Greater Fort Worth is largely low income African-American and Hispanic families.

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NYB Campaign  

A Public Relations Campaign for the Martin B&GC of Greater Fort Worth

NYB Campaign  

A Public Relations Campaign for the Martin B&GC of Greater Fort Worth

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