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Table of Contents

Mission Statement………………………………………………………………………..4 Executive Summary………………………………………………………………………..5 Opportunity Statement…………………………………………………………6 Objectives………………………………………………………………………7 Situation Analysis…………………………………………………………………….. .8-12 SMART Goals……………………………………………………………….13 Strategies & Tactics ……………………………………………………….14-15

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What is G.A.I.N?


G - Grow A - Awareness I - Implement N - Network 3

Mission Statement


To enable all young people, especially those who need us most, to reach their full potential as, productive, caring, and responsible citizens.

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Executive Summary


Stated in this campaign proposal are ideas to help further the cause of The Boys and Girl’s Club, all while clarifying the work that the organization does. By implementing Ram PR Media Group’s strategic campaign method (G.A.I.N) , the organization can further expand and grow. The popular Boys and Girls Club has been around for decades. Most people are under the impression that the Boys and Girls Club is just a day care service.

The objectives as followed show the public that the organization is a lot more than just a daycare. The research plans show the public how these objectives are formed.

The implementation of G.A.I.N will clarify and expand awareness of the Boys and Girls Club.

One of the biggest challenges associated with The Boys and Girls Club is losing kids to after school actives such as sports, transportation, and the YMCA. By Targeting parents and members of the community G.A.I.N will help further better understanding of everything the Boys and Girls Club has to offer. 5

Opportunity Statement


There are several challenges facing the Boys and Girls Club’s G.A.I.N.  campaign. One is the publics’ lack of understanding about what all the Boys and  Girls Club provides, the number of competing after school organizations in the  community such as YMCA, and the lack of understanding about how affordable  their services are.

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Objectives


Impact: • To increase awareness of the Boys and Girls Club to the Fort Worth Community and gather at least 100 clients by November of 2019. • To increase awareness for the Polytechnic area by 10% by November of 2019. • Increase the Boys and Girls Club website hits by 10%.

Output:

• Distribute 200 T-shirts while telling people about all the features the club provides. Including links to social media pages. • Distribute 1,000 flyers throughout the community to increase awareness of what the club offers. • Host free sporting/activity events to promote all the club has to offer. • Increase social media use by creating a Twitter and Instagram for the organization.

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Strength’s Weaknesses Opportunities Threats (SWOT) Goal: To bring clarification to everything the organization has to offer, while also raising awareness. Structure: Resource Development Manager makes final decisions for this branch. Contacts: Chelsea Tibbets - Resource Development Manager - 614-406-7131 Demarcus Emmanuel - Employee/Representative - 713-865-3396 Isis Crawford - Branch Director Budget: $1,000 S.W.O.T: (Strengths Weaknesses, Opportunities, Threats) Strengths• Already a number of kids that attend Boys and Girls Club regularly • It is on $10 a year to join • There are after school sports teams to get involved in for almost no cost. • There are regular meals everyday for kids. • There is tutoring and mentorship available. • Well respected organization in the community


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Weaknesses• The mission statement is not strong enough. There is no clarification of how the organization helps young individuals reach their goals of being productive citizens. There needs to be more depth to what they do. • Financially there is not a lot of money to spend making it hard to have a core PR team to raise brand awareness. • Losing cliental to YMCA and after school actives. Opportunities• There is an opportunity to grow and expand. There is a decent amount of cliental but there is room to grow. Chelsea Tibbets informed us that there is going to be partnerships to help grow the organization • There is room to encourage more sponsors. • The facility is huge and has all the amenities necessary.


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SWOT CONT…

ThreatsGeneral Threats for Boys and Girls Club• There are a number of competing organizations . • The branch has been established for over a decade, but still face difficulties with recognition. • Finding volunteers is always an issue. Threats to G.A.I.N• Finding a common ground to campaign effectively within Chelsea Tibbets guidelines. • Certain aspects of the campaign may need to be revised based on budget and spending. • Using social media to promote awareness in this area can be difficult because people are not as social media savvy in the area.


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SWOT CONT… CategoriesTarget Audiences• Parents • Kids and Teens • Members of community • Nanny’s/guardians Target Publics• Existing Members of the organization • Potential members of the organization • School leaders • Local Media • Radio Stations • TV Stations Secondary Research • Previous campaigns


• Effective fundraising tactics and strategies • Social Media evaluation

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Visual


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Smart Goals


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S- To increase awareness with The Boys and Girls Club so that the community of Fort Worth understands that they are more than just a daycare. -To keep track of our progress every month, with the goal of increasing our clients in six months. -The purpose of doing this is to help with promotion and for the club to gain more clients. -Using our budget to our advantage and getting the most out of it

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M- Seeing the progress based on a monthly analysis. -Seeing the amount of social media followers and how they have increased each month. -Distributing flyers, shirts, and bumper stickers within the next three months -Having a goal of a twenty percent increase within six months -Trying to get 100 new clients within the next six months

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A- This goal is attainable because we have set our goals based on a month by month basis -Gaining the clients is the last goal and is over a long period of time

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R- The goal is relevant to what we are trying to accomplish and will help The Boys and Girls Club in the long run

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T- Including all of the measurable monthly goals we have created we would like to have all of this accomplished within the next six months. 13

Strategies & Tactics Strategy -


Discussing how this campaign will benefit the club directly. Making sure that everything fits the clients needs are mandatory. Externally, G.A.I.N’s primary goal is to inform the public of all the amenities the Boys and Girls Club provides the community. G.A.I.N’s goal is to increase cliental through brand awareness. Through this campaign we will take over social media accounts, tshirt fundraise, bumper stickers, fliers, and word of mouth Tactics Interpersonal communication tactics This is the most realistic way to spread awareness. Guerrilla marketing and direct contact with other people is the best way to raise awareness. Sticking to our message at all times is mandatory. Proper tone and approach help us to achieve this goal. Social Media Tactics Social Media is not as high on the list of effective ways to reach cliental because not as many people in the area deal with social media. However, the team does intend to operate social media accounts through promotion of fliers and eye catching tweets. The low price of boys and girls club is something we plan to focus on in this area.

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Strategies & Tactics Cont..


Incentives There is no better way to draw people than to provide incentives. We plan to be giving away t-shirts and bumper stickers for each person and family that signs up. Providing guardians with information about after school tutoring and SAT/ACT prep being provided for essentially no cost is a great incentive. Ads The team plans to create an advertisement of current young cliental members and parents explaining the benefits of the organization. Everything from sports, tutoring, food, computers, and mentorship will be discussed in this ad from real life clients. This ad will be posted to youtube and then to all social media accounts.

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THE END!

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