NYB Campaign: Boys & Girls Club of Greater Fort Worth Jared Rabye, Sarah Owens, Chalon Anderson, and Ted Wisdom
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 that can be hired on as a Summer intern. ¤ The consistency of increased mobile-friendly social media use will greatly enhance the Boys & Girls Club of Greater Fort Worth’s goal of raising brand awareness by building intentional relationships with members of their community.
Research & Development
After conducting qualitative research through our 30-minute interview with Isis, we identified the following:
R&D Continued ¤ Situation: the B&G Club of greater Fort Worth desires to be known as more than ‘just a daycare,’ capitalizing on the reality that you offer children an opportunity for personal development beyond the classroom, relationships with healthy adult role models, and extracurricular activities.
¤ Competition: the most significant competition lies in the schools you bus your children from. Most schools offer after-school programs similar the B&G Club. Schools are your direct communication to students parents, so if this has now become competition/ a barrier to communication, how can we overcome it?
Major Publics ¤ Producers: Volunteers, and employees. ¤ Isis Crawford, Director of the MartinBoys & Girls Club Greater of Fort Worth : firstname.lastname@example.org, 817-413-8222 q Enablers: Texas Wesleyan University Education Department, Fort Worth Police Department, City of Fort Worth Fire Department, and community church leaders. q Carlos Martinez, Dean of Education & Professor of Bilingual Education at Texas Wesleyan University: email@example.com, 817-531-4959 q
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
¤ Limiters: D. McRae Elementary School, William James Middle School, Polytechnic Senior High School ¤ Customers: Students and their families. Texas Wesleyan could also be considered a secondary customers
The following information was gather from Ronald D. Smith’s book, Strategic Planning for Public Relations.
q It’s essential for the Martin-Boys & Girls Club to develop and maintain strategic relationships with their enablers to create brand awareness that is consistent with their missions statement and core values. q Not only are these relationships critical to the development of a strong brand message within the community, but will help overcome some of the communication barriers. q The key to handling the competitive environment is going to be two-way communication, in which the Martin-Boys & Girls Club will initiate and maintain relationships crucial to their long-term success.
Secondary research shows that Facebook: ¤ 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) ¤ 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)
Social Media Content Analysis 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 hash tags 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?
q “With fewer options for online access at their disposal, many lower-income Americans are relying more on smartphones.” q “In 2016, one-fifth of adults living in households earning less than $30,000 a year were ‘smartphone-only’ internet users.” q “Lower-income smartphone owners were especially likely to use their mobile device when seeking out and applying for jobs.”
Everything Must Be Mobile Friendly Secondary 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/digital-divide-persistseven-as-lower-income-americans-make-gains-in-tech-adoption/.
Thatâ€™s great, but now what? Goals, Strategies, Objectives, Tactics, Plan, & Budget
¤ The goal of this campaign is to raise brand awareness for the Boys & Girls Club by showcasing to the public that their programs are compelling enough to appeal to kids as an alternative to unsupervised “hanging out” time after school.
¤ Reach out and build external relationships with enablers. ¤ Create a social media campaign to reach targeted audiences.
Implementation Continued Objectives
¤ To increase brand awareness among parents in the polytechnic community.
¤ Host an event with enablers to bring the community together and utilize word-of-mouth marketing to raise brand awareness.
¤ To build new relationships with enablers within the community. ¤ To create consistent, interactive, mobile-friendly content for Facebook.
¤ Create flyers for the event to hand out a week before hand to inform the community when it will be taking place via direct marketing. ¤ Hire a mass communications intern to create social media content to ensure consistency in content creation and Facebook posting. (Continued..)
Tactics Continued qâ€Ż Create mobile friendly informational videos and photographic content to post on Facebook consistently. qâ€Ż Tag enablers on posted Facebook content to maintain enabler relations, and generate traffic.
The Plan: Summer Kick-Off Event Timeline 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 up 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. Attendees visit booths, enjoy ice cream and food: 10:00 â€“ 12:00 p.m. Event Ends: 12:30 p.m. Clean up: 12:30 p.m.-1:30
Total Cost: $325.00
Â¤â€Ż This budget is focused on funding the event. We want this event to show how this Boys and Girl club does great work in this community, and showcase that it is more than just a daycare. This event will showcase the educational growth opportunities the B&G Club offers in tandem with the opportunities provided for students to have one-on-one interaction with positive influential adults
Communications Internship Pre-requisites: Completed courses in writing across media, integrated media, practicum, digital production, and photography from Texas Wesleyan University. 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 Tasks: o
Create information videos including interviews of attendees, students, families, volunteers, and enables that are 1:30 second long max weekly.
Post videos to Facebook, Instagram, and Twitter 2-3 times a week. Everything must be mobile friendly.
Photograph events for social media content, and create copy to go along with it.
Create advertisement fliers and brochures when needed.
Maintain and build relationships with enablers
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We truly appreciate you & your time! Please feel free to contact us with further questions- refer to campaign booklet for contact information.