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An organizational plans book written and designed by BLVD for The Bowling Green Junior Woman’s Club

TABLE OF CONTENTS Executive Summary..............................................................1

Guerilla Marketing..............................................................15

Organizational Background..................................................2


Competition Analysis...........................................................3

Evaluation Plan..................................................................18

SWOT Analysis....................................................................5

Survey Analysis..................................................................19



Logo, Colors & Social Media..............................................12

Next Steps.........................................................................23

Executive Summary


The Bowling Green Junior Woman’s Club provides an opportunity for personal development and service in their local community. The members of the BGJWC primarily focus on the Duncan Hines Festival and the Coats for Kids drive. The club attracts women who are between ages 18-40 years of age. They are women who wish to make a difference in their community by volunteering time and resources and build a fellowship with their fellow citizens.

This campaign will increase donations for the Bowling Green Junior Woman’s Club. BLVD also created this campaign to communicate with a target market which is not currently being reached, students and alumni of Western Kentucky University. The guerilla marketing campaign will gain publicity and on-campus awareness for the BGJWC. It will create a buzz about the organization and ultimately encourage young women to join.

BLVD has developed a plan for the Bowling Green Junior Woman’s Club, which will build a cohesive brand, create brand awareness and gain overall club membership. BLVD has designed a logo and developed a campaign that will create the BGJWC’s lasting footprint within the Bowling Green community.

The agency believes the strategies presented in this plans book will increase membership, awareness and donations for the Bowling Green Junior Woman’s Club.

Organizational Background Bowling Green Junior Woman’s Club is a non-profit organization developed in Bowling Green in 1968. Its mission is to provide women living in Warren Country between the ages of 18 and 45 with the opportunity for personal development, fellowship, and community service. The club dedicates itself to improving the lives of women, children and families in and around the Barren River Area Development District. The BGJWC usually partakes in serving meals at the Center for Courageous Kids, sorting inventory for Newborns in Need, picking up garbage along major highways, collecting clothes for victims of domestic violence, building houses for Habitat for Humanity and donating to Red Cross, Salvation Army and United Way.

In 2011, Bowling Green Junior Woman’s Club conducted 127 projects, volunteered over 1,850 hours, donated approximately $45,000, and gave over $4,200(excluding Duncan Hines Festival recipients) to over 24 events and 19 different charities, some of which include: Big Brothers Big Sisters, BRACAC, CASA, Crimestoppers, Family Enrichment Center, Hope Harbor, New Beginnings, Kids on the Block, and BRASS. There is a wide variety of committees in which club members may join. Arts, Bylaws, Coats for Kids, Community Improvement Project (IPC), Conservation, Duncan Hines Festival, Education, Home Life, International Outreach, Program/Social, Public Issues are the committees within the club.


Competition Analysis Competition for Bowling Green Junior Woman’s Club exists locally in WKU sororities. While it is a goal to incorporate sorority women as members in Bowling Green Junior Woman’s Club, they are also female led organizations helping young women serve the community. Each of them raises money for national and local charities. The list of sororities at WKU and the organizations they support are as follows: • Alpha Delta Pi - Ronald McDonald House • Alpha Gamma Delta - Alpha Gamma Delta Foundation Diabetes awareness, research and education • Alpha Omicron Pi - Alpha Omicron Pi Foundation Juvenile Arthritis

• • • •

Alpha Zi Delta - Autism Speaks Chi Omega - Make-A-Wish Foundation (nationally) and The Boys and Girls Club (locally) Kappa Delta - Prevent Child Abuse America (nationally) and The Family Enrichment Center (locally) Phi Mu - Children’s Miracle Network (nationally), Children’s Miracle Network hospitals and Potter Children’s

Home (locally) • Sigma Kappa - Alzheimer’s Association It is imperative that Bowling Green Junior Woman’s Club establish themselves as an organization that these philanthropic women can gain further service from. They can gain leadership

experience as well and become better rounded through working at various other organizations. Girls entering college that are interested in joining a sorority are the general target market that would be interested in Bowling Green Junior Woman’s Club and all it has to offer. Therefore, BLVD suggests through implementation of more impactful self branding, Bowling Green Junior Woman’s Club should get involved in local Bowling

off a larger budget. Events will gain more publicity and attendance as well. Young women beginning college will already know that Bowling Green Junior Woman’s Club is a way to gain service hours and give back to their community. Bowling Green Junior Woman’s Club will be an easily accessible way to get involved without the stress of sorority recruitment. Ultimately, it is important for Bowling Green Junior Woman’s Club to become established as an alternative for those who

Green high schools in order to build credibility and relationships with the target market and increase brand awareness among the young adults in the community.

are not joining a sorority as well as an additional group for those in sorority to join.

Once relationships are established, partnerships are more likely

and Bowling Green Junior Woman’s Club will be able to begin working


SWOT Analysis Strengths

• Affordable for college students

• The BGJWC already partners with a variety of worthy charities in Bowling Green

Big Brothers Big Sisters, RCDC, The Family Enrichment Center, Habitat for Humanity, etc.

• Their target market is a broad age group 18-45 year-old women are often times looking for ways to get involved within their community- ways to give back and ways to enrich the lives of their brothers, sisters and children • Unique organization with little competition • Cheap membership

Membership is open- anyone welcome Members are given social and philanthropic rewards for participation


• Awareness of BGJWC throughout Warren County is low

Their identity has changed over the years and the community doesn’t know a clear picture of who is involved with the club, what they offer, and the impact they have in Bowling Green

• Weak logo design


• Recruitment opportunities from local Bowling Green high schools

The logo should be redesigned more to women and children with a more polished, modern look

• Needs an easy list of volunteer opportunities

• Facebook needs to more community interaction

• Internship position

• Contact information on website needs a phone number

Possible social media campaign

The sooner young women discover Bowling Green Junior Woman’s Club, the more credible it will be in their eyes and, therefore, they will be more likely to seek membership in the future.

This would benefit Bowling Green Junior Woman’s Club from a work perspective, but would also benefit a lucky student or two with job experience and a chance to build their resume. It would also get the BGJWC name circulating around

WKU’s campus.

7 • Bowling Green Junior Woman’s Club could become a prominent option for freshmen women at WKU to get involved in the community, build service hours/resume and to become betterrounded philanthropically and within their community engagement.

It’s important for people to grow during their time in college. Becoming a more knowledgeable person about one’s community is a perfect way to do that. Helping those less fortunate is an important task that all people should strive to fulfill. It’s a respectable organization to be a part of, and would work in members’ favor in job interviews and applying for higher education.

• Better self promotion at events- more personal branding efforts should be established

The community often percieves the BGJWC as an elitist group of woman rather than a non-profit group reaching out to the community. This perception must be addressed if membership is to increase.


• Women throughout the community continue to look at Bowling Green Junior Woman’s Club with skewed vision

The women of Warren County and the students of WKU may

not fully understand what the Bowling Green Junior Woman’s Club is and what it has to offer. The name Bowling Green

Junior Woman’s Club has an exclusive, superior, fancy ring to it, so people may not seek further information about what the club is really all about.

• Because they give to so many different organizations, is members of Bowling Green Junior Woman’s Club may not be able to deeply impact one or a select few that really need it. • Time responsibilities to all non-profits

Because there are volunteers at their partner organizations already, Bowling Green Junior Woman’s Club will have to compete for volunteers willing to move from charity to charity instead of aiding their single favorite one.

Give a coat and give some hope with The Bowling Green Junior Woman’s Club Bow

Please bring new or gently used clothing to the BGJWC Coats for Kids booth.

ling Green Ju


u r W o m a n ’s C l



Publics BLVD chose the media as the first public that BGJWC must reach. This would include local media such as the College Heights Herald where the target demographic of college students can be reached directly.

The final public BLVD chose to reach is current members of the BGJWC. The members of the club must be receiving clear, actionoriented messages about how they can promote the organization and use networking to achieve their strategic goals such as increased membership or the shift of community perception.

The second public chosen is the Warren County community. BGJWC is a non-profit organization with the majority of its publics

Media Strategies

located in the community. The community includes current donors, potential donors, college students, recent college graduates, all potential new members and recipients of any money and volunteer hours given out by the organization.

Press releases will be created and sent to local media outlets. This will occur before major events, every time a donation is given, before and after major volunteer projects, and as follow-up stories on past recipients of aid from the BGJWC.

Community Strategies

To target WKU students, the BGJWC will set up a booth at info fairs on WKU’s campus. This booth will require a reusable logo banner. Along with the guerilla marketing campaign, these booths will build awareness on campus. BLVD also suggests for the BGJWC to start a campus chapter of the organization to further a partnership with the University while promoting membership and philanthropic opportunities. The second target will be members of Greek organizations. With the approval of sorority presidents, the BGJWC will give brief presentations at sorority meetings. Presenting directly to the Greek

community will build awareness and create lasting connections with young women in the target market. This will be a free means of promotion. BLVD has advised the BGJWC to partner with Kappa Delta sorority and the Girl Scouts. KD hosts events with the Girl Scouts periodically and BGJWC would have an opportunity to volunteer at such events. With this partnership, mothers of the Girl Scouts will perceive BGJWC as a positive, respectable organization dedicated to the women and families of the Warren County community.

11 The agency suggests that the BGJWC offer discounted membership to recent WKU graduates. This will incentivize new members who may be staying in Bowling Green after college to consider joining the club. By alleviating financial distress of potential members once restricted by cost, BLVD hopes to increase membership of recent college graduates.

Current Members

Valuable publicity can also be sought out at sporting events. The organization will contact the Bowling Green Hot Rods and explore the possibility of a pro bono jumbo tron ad. Sporting events are popular among families and would reach a wide demographic all at once. The price of this ad would be agreed upon by involved parties, but ideally

Start a blog

would cost next to nothing, if any at all.

unique stories they wish to share. The blog will also contain photos

BLVD has decided to use basic networking due to the powerful influence that “word of mouth” advertising and promotion can serve, especially in social circles. BLVD will introduce an incentive program for bringing in new members. For example, the person with the most new members at the end of the year would receive a prize.

BLVD has decided to implement personal “blogging” platforms to personalize the BGJWC experience for both internal and external parties. There will be a page for the executive board members with bios telling how they got involved, why they’re involved, and any

Logo & Colors from events and stories of those who have been helped by the BGJWC. Press releases would also be placed on the blog. The blogs will increase community favorability and hopefully engage potential members to seek similarities and ask questions to any or all of the women involved in the organization today.

With lack of community awareness as the main problem BLVD

sought to improve, personal branding is the key to future success. BGJWC can better self-promotion efforts by simply incorporating the club’s logo on all branded material. Promotional materials for all events should say, “Presented by the Bowling Green Junior Woman’s Club.” This will not only ensure community awareness, but also form brand recognition for the BGJWC.

BLVD wanted to create a feminine, refined logo for BGJWC. The purple dress logo is an effective logo to represent the BGJWC for many reasons. The dress shows class but, since it is a cocktail dress, it is less formal and more professional. The belt uses negative space to give the logo character. It also breaks up the shape. The initials use handwritten cursive to depict a woman’s handwriting. Curving the club name around the logo is more effective than straight lines because it helps unify the text with the shape.

ling Bow

A Wonderful Serenity It has taken possession of my entire soul, like these COLORS sweet mornings of spring which I enjoy with my whole Gree n alone, and feel the charm of existence in heart. I am PMSof266C -souls Pantone this spot, which was created for thePurple bliss like 266C mine. I am so happy, my dear friend, so absorbed in the exquisite sense of mere tranquil existence, that I neglect my talents.

COLORS Purple - Pantone 266C



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PMS- Pantone 3125C 3125C Blue

13 Color Rationale

Blue - Pantone 3125C

BLVD chose the light purple to show femininity. Purple is feminine without being perceived as childish, like pink could be. The lighter purple is eye-catching and contrasts well with both black and white. This color was also chosen because the BGJWC uses purple in it’s current branding.

Social Media




Guerilla Marketing Statue Dressing

BLVD will use the purple dress as an anchor for our guerrilla marketing campaign. Our final goal is for the target market of BGJWC to directly relate purple dresses to the club. This covers our first objective, which is to raise awareness of the Bowling Green Junior Woman’s Club.

The only expense included in this tactic is the dresses. BGJWC will need to buy four dresses. Dresses will be placed on the statues for Cherry, Diddle, and Guthrie along with the statue of the woman in front of Grise Hall. Flash Mob

The first tactic is to dress the statues on WKU’s campus with purple dresses. This will arouse conversations among students and faculty. The dresses will include the BGJWC name, as well as a QR code. The QR code sends curious students and faculty to the BGJWC website. This gives them a way to instantly interact with the Junior Woman’s Club.

The second event will be a flash mob on campus. Volunteers in the club will recruit women from campus to participate in this event. A group of women will wear purple dresses and walk around campus spreading information about the club. This event doesn’t require a budget because the participants will be volunteers.

Budget The third event BLVD has developed for BGJWC is for a WKU women’s sporting event. Big Red will wear a purple dress at a volleyball, softball or women’s basketball game. BGJWC will set up a table at the entrance to tell people about the club and encourage them to sign up for a future event. To raise money, BGJWC will ask WKU to sponsor the event by donating a portion of the profits to the club. The only expenses for this event is the dress that Big Red will be wearing and any costs required in printing flyers to hand out at the game.

Bowling Green Jr. Woman’s club receives $40 from active members yearly. In return, the club uses $25 of the membership money for items for the winter fundraising events such as: Adopt a Duck for the Duck Derby and the Duncan Hines Festival. The BGJWC has around 40 members and receives around $1600 from member fees; $600 of that goes directly to fundraising events. The BGJWC also generates money from their local philanthropy event at the Hot Rod’s stadium. This event sells tickets at the price of $10, and half of that goes directly to Regional Child Development Clinics.

17 Including funds raised at the Hot Rods event and other money they receive from sponsorships, in previous years the BGJWC has donated an estimate of $45,000. Overall, the only money that the club keeps is the membership fees from their forty members. This allows the club to have around $1000 to spend on what they see as fit. BLVD is proposing that BGJWC use a designated portion of this money to invest into the Branding Plan BLVD is presenting. Proposed Budget

The agency configures that the cost of the dresses used in the guerilla marketing campaign will cost $12 a piece, about $200 for the

entire guerilla campaign. This amount includes 15 reusable dresses along with flyers to post information about the dress. Another way BLVD plans to involve WKU students is by setting up booths at fairs that come to campus. Tools that would be used at these booths would include a canopy that covers 100 square feet, plastic folding table, and a 3x6 feet vinyl reusable banner, and flyers to pass out information. The kit with all of these materials included will cost around $350. A portion of this price would be a set fee of $290 because the majority of these tools are re-usable. Also, WKU fairs are free to set up and participate in with approval from the University event coordinator.

Evaluation Plan Other additional costs by BLVD come from press releases or flyers that contain information which the BGJWC wants to spread to the public. This is estimated to cost around $90. This price would allow us to print more than 5000 flyers that could be used at various events throughout the year and develop press releases to send to Bowling Green media outlets.

The following are evaluation objectives BLVD used to measure the success of their BGJWC campaign: measure the change in community recognition of the BGJWC brand and note the increase in membership in the BGJWC as it relates to the previous calendar year.

Overall, BLVD is proposing BGJWC invest about $640 in our branding plan. We, as an agency, believe that this is a reasonable price considering the substantial amount of benefits and the $1,000 gained from membership fees.

generated by the “purple dress” takeover of the Western Kentucky University campus and surrounding areas within Warren County.

Guerilla marketing efforts using the new BGJWC logo will use postcampaign surveys to indicate the reach and “word-of-mouth” buzz

Interactive materials such as Twitter and Facebook, also incorporating the new logo, will indicate level of success using web analytics in conjunction with “likes” or “follows” depending on the interface.

BLVD sent out a brief e-survey to gain insight on the target market BGJWC wishes to reach. Basic questions of age and gender were placed with ones inquiring community involvement to get an overall feel for the target based on respondents. The conclusions are as follows:

83.9% of total respondents (52/64) were between ages 18-40, the target that the BGJWC wishes to reach. This finding illustrates that the target is in the middle of everyday happenings and are frequent and natural operators of social platforms such as the e-survey just completed.

19 92.2%

would consider volunteering with a nonprofit. This shows that people within the community truly want to actively help and make a difference, but they may simply be lacking the direction or know-how to take the next step toward involvement.

88.9% said they would be comfortable meeting and volunteering with a group once a month. This statistic shows that respondents would be more than willing to help out if the organization and its philanthropic opportunities were to present itself to them more directly.

With 79.7% of respondents being female, the BGJWC certainly has a large enough scope to work with. With the members of the BGJWC being 100% women, it should come as a refreshing discovery that the women in the surrounding area are already taking active steps to help their peers, as was demonstrated in the simple gesture of completing the e-survey.

When asked about involvement in Greek life, only 17.2% of respondents claimed to be involved. This leaves 81.3% of respondents (1.6% marked undisclosed) as an untapped majority with potential interest in non-profit work. Also, the 17.2% involved in Greek life have potential to develop partnerships with the BGJWC for future spikes in non-profit event participation and planning. In terms of hours spent volunteering per month, responses ranged from 1 and 2 hours all the way to 15 or 20 hours per month. This finding shows that there are people out in the community that may be heavily involved in volunteering efforts but lack the recognition and association with a title or group such as the BGJWC or other non-profit organization in the Greater Nashville area. On the other side, respondents with less hours spent volunteering in a given month may wish to increase their dedication to such groups and the BGJWC may be the foundation fueling that need.




Next Steps The next steps for Bowling Green Junior Woman’s Club should begin development over the summer of 2012. Suggestions for the website and logo redesign. BLVD’s primary suggestion is to garner permanent corporate sponsors specifically for the Bowling Green Junior Woman’s Club through the various tactics listed throughout the plan. Permanent sponsors will give Bowling Green Junior Woman’s Club the opportunity to purchase banners and conduct promotional giveaways that will help positively market the organization. 

The guerilla marketing campaign created by BLVD will need to be initiated on Western Kentucky University’s campus during the fall of 2012 semester. The summer months should be used to prepare the campaign and potentially obtain permission from WKU to place dresses around campus.

In addition, the Bowling Green Junior Woman’s Club members

are suggested to begin signing non-personal emails with “Bowling Green Junior Woman’s Club Member,” and encourage members to begin basic networking in their spheres of influence.

Along with the guerilla marketing campaign, BLVD suggests the immediate implementation of self-promotion techniques. This would include putting “Presented by Bowling Green Junior Woman’s Club” on promotional materials for every event the organization is affiliated with.  Also, the new logo needs to be placed on all branded products. Lastly, Bowling Green Junior Woman’s Club needs to set up a booth at all Academic Transition Programs on WKU’s campus to promote the organization to new prospective students.

In addition, talking to sororities during their weekly meetings about recruiting members for community service events and extracurricular activities outside of their organizations would be beneficial for the club. Also, a presentation for high school girls would be helpful for recruiting as soon as they reach 18 to help improve their resumes and college applications.

BLVD TEAM MEMBERS Jacob Stephenson

Paige Breedlove

Austin Stephenson

Ross Whitaker

Catherine Montano

Kevin Payne

Jeff Franklin

Bailey Goebel

Kelsey Layer

Kaitlyn Swaggert

Ashton Skates

Western Kentucky University Advertising Department 2012

A product of:

Bowling Green Jr. Woman's Club  

Branding Plan for Bowling Green Jr. Woman's club

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