Public Relations Campaign by John Pierce

A LEAGUE OF ITS OWN

THE ROOSTERS

TABLE OF CONTENTS

The Roosters while seemly plural is the all encompassing name for the social and charity organization made up of 100 professional men of diverse backgrounds in the Orange County Area. Members refer to themselves as the Roosters. The differentiation should be noted when analyzing the content of this campaign. The Roosters – the organization – singular the Roosters – the members – plural

Executive Summary Client Fact Sheet Introduction Background Information SWOT Analysis Situation Analysis

1 2 3 4 5 6

Part One The Plan Key Publics Goals and Objectives Strategies and Tactics Communication Confirmation Table Calendar Budget Evaluation

8 9 10 11 12 13 14

Part Two Communication Materials Logo Redesign Brand Identity Guide Website

16 17 18

Part Two Communication Materials Logo Redesign Brand Identity Guide Website Direct Mail Posters

16 17 18 19 20

Part Three Appendix Primary Research

22-27

EXECUTIVE SUMMARY BACKGROUND

The Roosters is a social and charity organization made up of 100 professional men of diverse backgrounds in the Orange County Area. The Roosters were founded on February 16, 1977. For 35 years, they have been assisting children within the Orange County community, while creating fellowship.

CAMPAIGN GOAL To rebrand The Roosters as an elite yet accessible group, that is not only philanthropically prevalent, but also socially exciting.

KEY PUBLICS 1. 2. 3. 4. 5. 6.

Orange County charities supporting young children Children in need in Orange County Past members Current members Potential members Current donors

7. 8. 9. 10. 11. 12.

Previous charities Current charities Potential donors Potential sponsors Potential volunteers Potential business corporations

STRATEGIES & TACTICS

Create a strong online presence to engage members and clarify the goals and purpose of the organization for easy outside access. Unite all Roosters volunteers through more social events and fundraising activities.

MAIN OBJECTIVES o o o

BUDGET $3,200

To raise awareness and gain recognition for The Roosters among local Orange County community mem bers and corporations, in order to raise funds and therefore be able to distribute more grants. To better unite the 100 Roosters members over one common goal: helping children in Orange County To aide in combating old attitudes that focus on social activities over philanthropic responsibilities. To re-establish The Roosters as an elite yet approachable brand to attract new potential businesses to become donors.

TAGLINE THE ROOSTERS A LEAGUE OF ITS OWN

CLIENT FACT SHEET MISSION

BOARD OF DIRECTORS

The Roosters is an organization that stands for friendship, fellowship, charity and good times. It stands for busy, worldly men who take the time to give those less fortunate a helping hand. It stands for warmth, strength and shared laughter.

There are 9 board members. The executive board is made up of the President, Vice President and treasurer, and the other 6 board members are Directors. There is a Charity Chair Director, Social Director, Crow Newsletter Director, Membership Director and Major Event Co-Chairs. The entire board meets the second Tuesday of every month.

ORGANIZATION The organization consists of 100 dedicated men who have diverse backgrounds in the Orange County area. A board of directors oversees Roosters with President Randy Fine in charge. There is also off-board chairmanships involved with the food drive and food and wine celebration.

The entire organization meets the second Thursday of every month at a luncheon, where the board communication information to the members. Once every month, there is either a social event or a service/charity fundraiser.

PROGRAMS

SERVICES

Orange County area non-profit organizations that primarily focus on support children ages 18 and under may apply for grants from the Roosters. These grants can range from $5,000 to $50,000 and are given out every quarter at various Rooster events.

FACTS

OPERATIONS

• • • •

The Friendly Center received their largest ever grant of $50,000 from the Roosters in 2009. The average age of membership is 52. On average, The Roosters raise $300,000 a year. The members are entirely volunteer based. There is one paid employee, an outside event coordinator.

INTRODUCTION A LEAGUE OF ITS OWN Highlighting The Roosters as an elite yet accessible group, that is not only philanthropically prevalent, but also socially exciting is an intriguing mix that puts The Roosters in a league of its own. This campaign focuses on past, current, and potential Roosters members. Members are motivated to make The Roosters the best it can be because they are contributing their personal time and money to the organization. Members join The Roosters because they can identify with values and passions that it represents. Past and present members want to provide children with the opportunity for a bright future and therefore making a difference in the community. Obtaining and retaining members who participate often and play an active role to the foundation is often a struggle. With active members participating in the foundation, the group can create a positive image in the community with their goals and accomplishments. Join, volunteer and socialize with a group of diverse and professional men who strive to give Orange County children a brighter future. The Roosters: A League of its Own.

BACKGROUND INFO Founded on February 16, 1977, The Roosters is a social and charity organization made up of 100 professional men of diverse backgrounds in the Orange County Area. For 35 years, they have been assisting children within the Orange County community, while creating fellowship. The Roosters is not only a social organization, but a group of dedicated men striving to help disadvantaged children in the Orange County area. The men involved in Roosters Foundation are active and close, which is reflected in their successful charitable efforts. The competition is minimal because there are few organizations with the same qualities. With this idea, The Roosters has a huge opportunity to create awareness and focus on its true purpose rather than any potential competitors. From its beginnings 1974 to 1977, the social and charity activities continuously increased to such proportions that someone suggested that they incorporate as a Mutual Benefit Corporation, similar to a college fraternity. This would limit liability and allow certain tax deductions. They got the name Roosters from the English word for Chanteclair. The name was adopted and Roosters was incorporated on February 16, 1977. The Roosters are a very unique foundation in the sense that they are a 501-c-3 tax-exempt charity that benefits other charities. They have never been faced with any legal problems or issues. Their membership is always at ninety or higher. Although they have a high number of members, The Roosters sometimes struggle with getting all their members to actively participate and volunteer. Only thirty percent of Rooster members consistently are involved in volunteering, hold positions or head charitable events. At the beginning of Roosters existence, they did many charitable activities but there was more of an emphasis on the social aspect of the organization. Today, Roostersâ&#x20AC;&#x2122; emphasis has changed. Although they do identify themselves as a social organization, they place charity and giving back as its first and foremost priority. They used to solely give grants to childrenâ&#x20AC;&#x2122;s charities. Now they have two types of grants that they give, the second being focused on education. Some details have changed over the years but Roosters still has the same goal, to assist and make a difference in the lives of children in Orange County.

SWOT Strengths:

Weaknesses:

Connections/Networks, Social atmosphere, Commitment to service and their community, programming, fellowship

Lack of marketing materials, outdated website, poor media communications, no social media strategies

Opportunities:

Threats:

To be recognized as the premier social/charitable organization in Southern California; to recruit new members who exemplify The Roosters values and will contribute to the success of the organization.

Lack of sustainable membership, older members becoming apathetic

Core Opportunity: If The Roosters does not re-brand its organization and re-ignite its memberâ&#x20AC;&#x2122;s involvement, they wonâ&#x20AC;&#x2122;t be able to effectively recruit new contributing members and successfully carry out its mission.

SITUATIONAL ANALYSIS Number of people served in recent years: In 2011, The Roosters raised $300,000 that was distributed among its partnering charities. The cost of membership: $300 a year plus a one-time fee of $100 Issues, problems and opportunities faced: The Roosters is a thriving organization, comprised of committed members whom help thousands of disadvantaged children in the Orange County area every year through service and fundraising. Most of these funds are distributed to local not for profit organizations. The organizations supported by The Roosters are more visible with their direct impact in the community. This impact would not be as significant without aide from The Roosters and the intermediary step creates a sense of anonymity. The Roosters do not aim for recognition, but rather awareness of what their organization is and what it does. Ambiguity offers the opportunity to re-brand. Through growth in social media and a more aesthetically pleasing website, expansion in partnership and interest in membership can increase. With a strategic online presence, current beneficiaries can refer outside contacts to a more user-friendly website, and successful established events can be promoted in a new way. Dedicated members will ensure the success in this re-brand, as the organization will now be easily visible for its achievements. Highlighting The Roosters as an elite yet accessible group, that is not only philanthropically prevalent, but also socially exciting is an intriguing mix that puts The Roosters in a league of its own.

PART ONE THE PLAN

KEY PUBLICS CURRENT & PAST MEMBERSHIP

This key public includes members dating back to the foundations origin in the 1970â&#x20AC;&#x2122;s to the present day. Since the beginning The Roosters has always been comprised of professional business men who value friendship, fellowship, charity and good times with family and friends. Roosters have continued to assist children in the community while creating fellowship and maintained the goals and values established by their founders. When The Roosters was incorporated in 1977, although it was a philanthropic foundation, it had a more social emphasis. Now, The Roostersâ&#x20AC;&#x2122; main focus is on charitable activities and serving the community while being a still maintaining a social atmosphere. The dedication and efforts of its members makes The Roosters all that it is today. Self Interest: Members are motivated to make The Roosters the best it can be because they are contributing their personal time and money to the organization. Members join The Roosters because they can identify with values and passions that it represents. Past and present members want to provide children with the opportunity for a bright future and therefore make a difference in the community. Influentials: Family members, volunteers, donors, friends, community leaders, politicians and other charities all hold a stake in influencing members through business and their personal lives.

POTENTIAL MEMBERS Membership in The Roosters is by invitation only. Potential members to this organization must fit the profile of professional business men in the Orange County area of Southern California. This organization is based on friendship, fellowship, charity and good times. Potential candidates are sponsored by a current member and invited to a Roosterâ&#x20AC;&#x2122;s social event. If interesting in joining the organization an application which includes details on business, involvement and interests must be completed. The Roosters pride themselves on being busy, worldly men that take the time to give to those less fortunate. Potential members must share this passion and camaraderie with current members.

Self Interest: Strong members are the core of this organization. To continue to thrive and do good in the community, recruitment of esteemed individuals who share this passion will ensure its future success. Influentials: Family members, friends, community leaders, business professionals and charity leaders all are influences in not only in referring, but the decision process as well.

GOAL & OBJECTIVES GOAL #1

To better unite the 100 Roosters members over one common goal: helping children in Orange County To aide in combating old attitudes that focus on social activities over philanthropic responsibilities. Objectives: 1. Maintain a Facebook group with all 100 members involved fostering a sense of community online. 2. Have five unofficial social events on weekends to please older Roosterâ&#x20AC;&#x2122;s members. 3. Have three brainstorming sessions to include the volunteers in decision-making of potential events. 4. Require all members to be involved in Roosterâ&#x20AC;&#x2122;s philanthropic activities, along with the lun- cheons and two social events. 5. By the end of 2013, have over 75% participation of members at all events.

GOAL #2

To re-establish The Roosters as an elite yet approachable brand to attract new potential businesses to become donors. Objectives: 1. 2. 3. 4.

Build a color scheme and logo package for the Roosters by December. Identify and highlight two types of information for distribution: personal stories and facts. Obtain five intriguing photographs and create visuals that represents what The Roosters do and how an Orange County business can be included. Create Facebook and Twitter accounts - maintain active participation on the sites with at least one or two posts/tweets a week.

STRATEGIES & TACTICS 0C=460# https://www.google.com/search?q=rooster+clipart&hl=en&tbo=u&tbm=isch&source=univ&sa=X&ei=rte2ULjIEuvliwKlz4CwAQ&ved=0CC4QsAQ&biw=1012&bih=460# https://www.google.com/search?q=rooster+clipart&hl=en&tbo=u&tbm=isch&source=univ&sa=X&ei=rte2ULjIEuvCURRENT & PAST MEMBERSHIP liwKlz4CwAQ&ved=0CC4QsAQ&biw=1012&bih=460# This key public includes members dating back to themore foundations origin inand the 1970’s to theactivities. present day. Since Strategy: Unite all Roosters volunteers through social events fundraising the beginning The Roosters has always been comprised of professional business men who value friendship, fellowship, charity and good times with family and friends. Roosters have continued to assist children in the comTactics: munity while creating fellowship and maintained the goals and values established by their founders. When The 1) Create “Get to Know Your Rooster” sessions two Rooster volunteers each paired up for a Roosters was incorporated in 1977, although it was awhere philanthropic foundation, it had are a more social emphasis. week to get to know each other. The pairings should have an older member and a younger member. Now, The Roosters’ main focus is on charitable activities and serving the community while being a still maintain2) aHost bi-weekly potluck at the volunteers’ houses. These eventsallcan publicized on ing social atmosphere. Theparties dedication andRooster efforts of its members makes The Roosters thatbe it is today.

social media.

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POTENTIAL MEMBERS 1) Website redesign, layout edits and refine content

2) Create a inFacebook pageisfor external use can link to supported organizations. Membership The Roosters by invitation only.that Potential members to this organization must fit the profile of3)professional business men in the Orange County area of Southern California. This organization is based on Create a Facebook group for internal use amongst the Roosters. friendship, fellowship, charityvideos and good times. Potential candidates are sponsored by a current member and in4) Better quality YouTube of events and biography material. vited to a Rooster’s social event. If interesting in joining the organization an application which includes details on business, involvement and interests must be completed. The Roosters pride themselves on being busy, worldly men that take the time to give to those less fortunate. Potential members must share this passion and camaraderie with current members.

COMMUNICATION CONFIRMATION TABLE 60# https://www.google.com/search?q=rooster+clipart&hl=en&tbo=u&tbm=isch&source=univ&sa=X&ei=rte2ULjIEuvliwKlz4CwAQ&ved=0CC4QsAQ&biw=1012&bih=460# https://www.google.com/search?q=rooster+clipart&hl=en&tbo=u&tbm=isch&source=univ&sa=X&ei=rte2ULjIEuvliwKlz4CwAQ&ved=0CC4QsAQ&biw=1012&bih=460#

CALENDAR

BUDGET

EVALUATION Objective 1: Have twelve or more unofficial social events, one for each month, throughout the 2013 year to please the older Roosters members. • • • •

To determine the effectiveness of the unofficial social events, an attendance record will be logged by someone on the executive board for each event. Utilize one event to explain the re-branding strategy and concepts as well as promote new online content. At the end of the 2013 year a survey will be sent out to all Roosters members via e-mail to see whether or not the unofficial social events brought them closer together. A focus group will be conducted at the end of the year with the older members of Roosters to see if the unofficial social events satisfy their wants.

Objective 2: Unite the 100 Roosters men by having one common goal of helping children in Orange County.

• • • •

Maintain a Facebook group with all 100 members involved. This will include everyone in Roosters and make them feel apart of something beneficial. Have three brainstorming sessions to include the volunteers when it comes to decision-making of potential events that Roosters might be interested in partaking in. Require all members to be involved in Roosters philanthropic activities, along with an outreach to one local charity or community member. By the end of this year, have over 75% participation of the Roosters volunteers at all events.

PART TWO MATERIALS

LOGO REDESIGN

THE ROOSTERS THE ROOSTERS

BRAND IDENTITY GUIDE

RRRRR RRRRR R RR RR r rr rr

Century Gothic Bold is used for The Rooster’s logo.

Century Gothic Regular is primarily used in headings and as a secondary font for communicational materials and publications. Minion pro bold is one of the main fonts used for the “A League of its Own” campaign logo. Franklin Gothic Book is used for most text-heavy content.

The “A League of its Own” (ALOIO) campaign’s color palette was born out of the Post Up! Campaign using the same shade of green and blue to create consistency. However, ALOIO has added black and grey accents to sharpen and accentuate the organization’s new sleek aesthetic.

MEMBERSHIP WESBITE

THE ROOSTERS WHO WE ARE

MEMBERSHIP

EVENTS

CALENDAR

EXECUTIVE BOARD

THE FOUNDATION

A LEAGUE OF ITS OWN

become a rooster today THE ROOSTERS The Roosters is a charity and social organization, consisting of 100 professional men, with diverse backgrounds, from the greater Orange County area of Southern California. Each year, we raise hundreds of thousands of dollars for disadvantaged children.

DIRECT MAIL A LEAGUE OF ITS OWN

THE ROOSTERS

Join the premier mens social organization in Orange County.

MEET THE ROOSTERS

Friday, January 4th 8pm You are cordially invited to attend the Roosters after-work mixer to see what membership is all about. Billiards, beer, and brats included.

to RSVP : email roostersOC@gmail.com for more info: visit roostersfoundation.org

The Roosters 222 Michelson Suite 300 Irvine, CA 92612

A postcard will be sent out to businesses and firms in Orange County inviting individuals to attend the Meet The Roosters 2013 recruitment social event. This communication effort is intended to launch The Roosters organizational re-brand, as well as peak interest in potential members.

POSTER bb roostersfoundation.org

to serving our community. to building our network. This advertisement will be used to create awareness for The Roosters new member recruiting period at the mark of the new year as a part of the â&#x20AC;&#x153;A League of its Ownâ&#x20AC;? campaign.

to lasting friendships.

cheers.

to laughter. to good times. to a new year to being a

ROOSTER

A LEAGUE OF ITS OWN

PART THREE APPENDIX

PRIMARY RESEARCH The survey we conducted polled the 100 volunteers of The Roosters. We received 20 responses from the volunteers, which accounts for 20% of the organization. From the survey, we learned that the average age range lies in between 61-75 years old. We also learned that all volunteers attended college at some point as an undergraduate and some even went on to graduate school. All, except one volunteer who lives in Arizona, live locally in the Orange County area. Most of the volunteers that participated in the survey have been a part of the organization for over 5 years, with two individuals that have less than a year of experience. There is mixed reaction from the volunteers about their time at The Roosters. Some believe the social aspect has disappeared and that it is expensive and time-consuming to be a volunteer. Others who have served on the board and have been part of event planning for The Roosters have more enthusiasm for what the charity does. The one thing that all volunteers agreed on was the reason for joining The Roosters: camaraderie. The issue that our team has to work on for The Roosters is uniting the volunteers under the idea of camaraderie. All volunteers have to work under the same goal of having fun and giving time for charity, without putting one over the other. My final question asked what the volunteers would like to see be improved within The Roosters. The responses showed that Roosters want more publicity and they want the older members to act as mentors for the younger members.

We believe our team can steer The Roosters in the right direction by working with the media and outside companies to gain more public exposure. But, more importantly, we want our team to provide the older members with more social events to attend and push them to be involved in more of the charitable side of The Roosters as well. This will also encourage the younger members to follow in suit.

PRIMARY RESEARCH