Sample Public Relations Campaign Plans Book

J
M
INTEGRATED MARKETING
COMMUNICATIONS
Ma r k J a me s Go n z a l e s
Integrated Marketing Communications. Your audience is waiting.
2130 Sunview Post * San Antonio, Texas 78224 * 210.284.1897 * MarkJGonzales@sbcglobal.net

SAN ANTONIO SPORTS ROAD TRIP CAMPAIGN 2
J
M
INTEGRATED MARKETING
COMMUNICATIONS
Ma r k J ames Go nzal es
Integrated Marketing Communications. Your audience is waiting.
SUBJECT: San Antonio Sports Road Trip Campaign

TO: San Antonio Sports Public Relations Campaign Review Committee
FR: Mark J. Gonzales, Executive Director
Dear committee members,

Today is a great day for many reasonsone among them being the opportunity
for you to review the much anticipated submission of the MJ Integrated Marketing
Communications public relations campaign plan for San Antonio Sports, hereby attached.
The San Antonio Sports Road Trip, as the campaign will be known, will take the
San Antonio Sports brand out into the community for broad exposure, giving the people
of San Antonio and surrounding areas the chance to see, learn and engage with the San
Antonio Sports youth sports and fitness charity brand.
The campaign has been designed to recoup the $10,000 investment made by your
organization through individual donations. Thats in addition to membership dollars that
are expected to pour in as the community gets to know the San Antonio Sports brand!
The San Antonio Sports Road Trip will be a fun and interactive campaign that
will be summarized in the executive summary to follow.
Im excited about the prospects of building a strong relationship with San Antonio
Sports and want to personally thank you for the opportunity to submit this plan!
Sincerely,
Mark J. Gonzales,
Executive Director
2130 Sunview Post * San Antonio, Texas 78224 * 210.284.1897 * MarkJGonzales@sbcglobal.net

Executive Summary
Problem
The San Antonio Sports youth sports and fitness charity brand lacks awareness
and visibility among the community, making it challenging to increase revenue via
memberships and individual donations.
Program Goal
The goal of the San Antonio Sports charity brand campaign is to increase
donations and memberships through brand awareness showing San Antonio Sports at
work helping kids live active and healthy lifestyles.
Target Audience
San Antonio area adults will be targeted with a focus on individuals who care for
a child(ren) in grade(s) K-5; work in or work in support of a profession in the education
(grade school), health and wellness or public safety fields; and/or homeowners and/or
business owners.
Key Objectives
To increase the San Antonio Sports youth sports and fitness charity brand recognition
by at least 25% among all publics between April 2013 and the August 2013.
To stimulate an increase in individual membership levels by at least 50% of March
2013 levels among all publics between April 2013 and August 2013.
To raise at least $10,000 in donations among all publics between April 2013 and
August 2013.
Strategy
Campaign efforts will be focused on creating a mobile interactive event that can
easily take the San Antonio Sports youth sports and fitness charity brand into
communities across the San Antonio area to increase brand awareness and visibility.
Budget
The San Antonio Sports Road Trip campaign expenses will total $10,000 which is
expected to be offset by income from donations expected to be at least $10,000. While
the campaign is expected to break even, membership income is not counted and any
income thereof will benefit the overall San Antonio Sports budget.
Evaluation
Informational objectives will be evaluated for effectiveness by administering pre-
and post-campaign surveys from which results will be analyzed and compared.
Behavioral and output objectives will be evaluated by analyzing data from tracking
reports, including comparison of reports before and after the campaign.
Table of Contents
RESEARCH
Secondary Research
Overview 7
Problem Analysis 7
Client Analysis: SWOT Analysis 11
Audience Analysis 20
Case Studies 25
Summary of Preliminary Research 38
Reasoning for Primary Research 40
Primary Research
Objectives 42
Target Publics 42
Methods 43
Survey Results and Analysis 45
Formal Statement of Problem 67
PLANNING
Goal 69
Positioning 69
Messages 69
Objectives 72
Effective Communication Priniciples 74
Strategies 78
Tactics 78
COMMUNICATION
Timing 86
Calendar 87
Budget 88
EVALUATION 91
REFERENCE 95
APPENDIX
Appendix A: Survey Communication Copy - Initial Push 98
Appendix B: Survey Communication Copy - Second Push 99
Appendix C: Survey Communication Copy - Final Push 100
Appendix D: San Antonio Sports Brand Survey 101
Appendix E: Event Set-up/Layout and Logos 106
RESEARCH
Secondary Research
Overview
Background
The San Antonio Sports (2010a) vision is simpleto have healthy kids, places
to play and events that impact. Its mission is to transform our community through the
power of sport (San Antonio Sports, 2010a). San Antonio Sports is a brand that reflects
the aspirations of a San Antonio community who wants to build into its rich tradition a
reputation for being an active and healthy destination (Metro Health, 2010). It seeks to
deliver on this promise through youth sports and fitness programs, attracting premier
sporting events and the development of quality athletic facilities (San Antonio Sports,
2010b). The challenge is that this three-fold approach currently translates into a
perception battle (M. Ullmann-Japhet, personal communication, February 14, 2012)
where there are winners and losers. The winning perception is that San Antonio Sports
brings home high profile premier sporting events worth millions of dollars in local
economic impact and in national and international media exposure. The losing perception
is that San Antonio Sports is a charity who brings home youth sports and fitness
programs that make San Antonio a more active and healthy destination.
Problem Analysis
H is to r y o f P ro b le m
Strong recognition of the San Antonio Sports brand is what makes the
organization effective in attracting premier amateur sporting events from across the
country and the world. According to San Antonio Sports Delivers for San Antonio (San
Antonio Sports, 2010b), since 1984, volunteers, athletic event participants and sponsors
have provided great support to make sure the San Antonio community is well represented
in the sports world. As one of the premier sports commissions in the nation, San Antonio
Sports is seen as a formidable force that brings the city significant economic boosts and
national and international media exposure (San Antonio Sports, 2010b).
This strong recognition overshadows the San Antonio Sports brand as a charity
organization in need of monetary donations just like any other charity (M. Ullmann-
Japhet, personal communication, February 14, 2012). Since 1993, San Antonio Sports has
made it a priority to give back to the community through youth development by
providing sports and fitness opportunities to students across the San Antonio area with an
emphasis on those who live in traditionally disadvantaged and underserved communities
(San Antonio Sports, 2010c). Today, there are six sports and fitness programs for youth
in grades K-12 offered by San Antonio Sports with the largest programs reaching over
170,000 students each (M. Ullmann-Japhet, personal communication, February 14,
2012).
C a u s e o f P ro b le m
In an interview with M. Ullmann-Japhet, associate executive director of external
affairs at San Antonio Sports (February 14, 2012), she explained that recognition of the
charity brand of San Antonio Sports may be weak as a result of misconceptions held
among those in the community at large. The organizations success as a sports
commission tends to draw the most attention from the news media. Headlines usually
focus on the millions of dollars that are brought into the San Antonio economy from high
profile events hosted by San Antonio Sports. This may tend to leave the impression that
San Antonio Sports profits from hosting the events and uses such profits to fund its youth
sports and fitness programs.

M. Ullmann-Japhet (personal communication, February 14, 2012) also cited a
possible second contributing factor to San Antonio Sports weak charity brand. She
indicated that it may be tied to the misconception that San Antonio Sports is a part of the
City of San Antonio and therefore supported by local taxes. While the organization does
receive financial support from the city, the amount of this support is only about 15
percent (San Antonio Sports, 2010b).
A third contributing factor to San Antonio Sports weak charity brand may be tied
to brand visibility. While the organization has a distinct and attractive logo, it does not
display this image consistently. Instead, it uses various versions of the logo making it
difficult to quickly identify the San Antonio Sports brand mark among the programs it
supports. Even then, the San Antonio Sports brand is not visible in the community where
people can be aware of its existence.
Consequences
The competition for charitable dollars is stiff and even more so with many
citizens worried about the troubled economy (Philanthropy Journal, 2011). Other funding
alternatives can be expensive, including fundraising events and athletic events (San
Antonio Sports, 2010b). Contributions from local businesses already make up 19 percent
of San Antonio Sports income (San Antonio Sports, 2010b). Without a strong charity
brand, finding alternative sources of funds will be a challenge, especially among
individual contributors, known as members, who make up a significant potential for the
organization. This potential is best illustrated by Giving USA 2010 statistics that show 73
percent of total charitable giving comes from individuals (as cited in National
Philanthropic Trust, 2011).

Currently, only five percent of San Antonio Sports revenue comes from member
contributions (San Antonio Sports, 2010b). Without public financial support from
individual members in the community at large San Antonio Sports may find it more and
more challenging to keep its brand promise. Youth sports and fitness programs may
become more limited or even subject to being cut. This is evident in the organizations
decision to cut the Dreams for Youth fencing program in early January 2012, spurred by
the necessity to reduce budget expenses (G. Castro, personal communication, January 9,
2012).
San Antonio is a fast growing community whose hard work to go from fat to fit
was noted in Quintanillas article, Formerly fat S.A. now is fit but now on other
heaviest list (2011). The largest San Antonio Sports youth sports and fitness programs
reach a significant number of students. In two if its programs over 170,000 youth are
given the opportunity to make an active and healthy lifestyle a real choice (San Antonio
Sports, 2010b). San Antonio Sports must grow its programs or the San Antonio
community could find itself lacking in its battle to be active and healthy.
Resolution
Its no secret that funding youth sports and fitness programs is vital to improving
the overall health and wellness of San Antonio into the future. San Antonio Sports must
position itself as a charity brand whose cause reflects this vital need to the communitys
well-being. Brand visibility must be leveraged in order to gain awareness. This can come
about if San Antonio Sports goes out into parks, athletic facilities, health clinics, grocery
stores and other places that play key roles in health and wellness. People must see the
brand at work and be able to quickly identify the San Antonio Sports brand mark.
Partnering with these role players to create strategies that involve showing the San
Antonio Sports brand name and its mission will be a key step in establishing charity
brand recognition.
Charity brand recognition reflected by higher numbers of individual member
givers can also translate into additional sponsorship opportunities and increase volunteer
and participation rates at San Antonio Sports events. A high membership reflects a strong
mission. More members can translate into more financial cushion and a bigger budget. A
bigger budget means that San Antonio Sports will have more opportunities to provide a
real positive impact to the youth and future of San Antonio, keeping its brand promise.
San Antonio Sports top management, including its communications staff, realizes that
this is a top priority that requires attention. The organization is ready to invest up to
$10,000 to address the problem of its overshadowed charity brand (M. Ullmann-Japhet,
personal communication, February 14, 2012).
Client Analysis: SWOT Analysis
Internal Environment
The San Antonio Sports charity brand may be overshadowed, but the work the
organization does for the community has a significant reach. In two programs alone San
Antonio Sports touches the lives of over 170,000 local youth each (San Antonio Sports,
2010b). These youth are given the opportunity to participate in sports and fitness
activities that encourage an active lifestyle and healthy eating habits (San Antonio Sports,
2010b). Supporting such a cause is vital to the overall well-being of San Antonio as the
community battles against obesity and diabetes (Metro Health, 2010). Youth sports and
fitness programs can also help address the challenge of criminal behavior among local
youth (Carmichael, 2008). San Antonio Sports youth sports and fitness programs place
special emphasis on those students who are especially at risk in communities that are
traditionally disadvantaged and underserved (San Antonio Sports, 2010b).
San Antonio Sports is different from other charity organizations in that its mission
brings together various sports and fitness entities for a common cause To Keep San
Antonio Moving (San Antonio Sports, 2010d). Its charity mission is tied to its mission as
a sports commission and its mission as an advocate for the development of quality
athletic facilities (San Antonio Sports, 2010b). This unique brand position gives the
community maximum exposure to sports and fitness activities, whether its as a spectator,
a volunteer and/or an active participant (San Antonio Sports, 2010a). The organization is
building into San Antonios rich tradition a reputation for being an active and healthy
destination.
San Antonio Sports realizes the importance of building its charity brand. The
organization is well-known for its talented public relations team who has established
strong rapports with the local print, radio and television news media and with the local
business community. The challenge is finding the time to invest in a coordinated social
media strategy that is tied in with a brand awareness campaign. This will be needed to
reach the community at large where the news media falls short. Interns are great help, but
are not enough to execute the dedicated approach required for an effective campaign.
They have various duties and are subject to regular turnover. However, the organization
does have the tools in place. San Antonio Sports maintains its own website, websites for
individual events it hosts, and has a social media presence on YouTube, Flickr, Facebook
and Twitter. It has professional video recording and editing equipment. San Antonio
Sports is also ready to invest up to $10,000 into its charity brand public relations
campaign (M. Ullmann-Japhet, personal communication, February 14, 2012).
The only major foreseeable challenges that may limit the campaigns
effectiveness is finding dedicated staff time for internal participation and convincing the
staff to adopt a strict one-version logo policy using its most recent attractive and
distinctive brand mark. Today, San Antonio Sports employs a marketing and
communications staff that includes an associate director for external affairs, a marketing
director, a graphics/web designer and a public relations manager whose individual duties
leave very little or no time to invest in a public relations campaign.
S u m m a ry In te rn a l A n a ly s is
S tre n g th s San Antonio Sports mission is vital to the communitys battle
against obesity, diabetes (Metro Health, 2010), crime and drugs (Carmichael, 2008). Its
youth sports and fitness programs reach hundreds of thousands of local youth with an
emphasis on reaching those communities that are disadvantaged and underserved (San
Antonio Sports, 2010b).
San Antonio Sports unique brand position gives the community maximum
exposure to sports and fitness activities, whether it is as a spectator, a volunteer and/or an
active participant (San Antonio Sports, 2010a).
San Antonio Sports has a talented and effective public relations team who is ready
to invest in a coordinated social media strategy tied into a brand awareness campaign.
The organization has the parts in place which include its own websites, social media
accounts, video recording and editing equipment and the willingness to invest up to
$10,000 (M. Ullmann-Japhet, personal communication, February 14, 2012).

W e a k n e s s e s The San Antonio Sports charity brand is weak and
overshadowed. The organizations success as a sports commission tends to draw the most
attention from the news media, usually emphasizing the significant economic boosts to
the local economy generated by events San Antonio Sports hosts (M. Ullmann-Japhet,
personal communication, February 14, 2012).
The San Antonio Sports charity brand is not readily recognizable. Contributing
factors may also include low brand visibility in the organizations charity work and/or the
use of too many versions of the logo.
For those who are aware of the San Antonio Sports youth and fitness brand, there
may be a misconception that the organization is a part of the City of San Antonio and/or
that it fully funds its youth sports and fitness programs with profits from hosting athletic
events (M. Ullmann-Japhet, personal communication, February 14, 2012).
O p p o rtu n itie s San Antonio Sports individual member contributions amount
to five percent of the organizations income (San Antonio Sports, 2010b). Individual
memberships are the single largest potential for future revenue growth. Giving USA 2010
statistics show that 73 percent of total charitable giving comes from individuals (as cited
in National Philanthropic Trust, 2011).
The San Antonio Sports charity brand has been hard at work since 1993 (San
Antonio Sports, 2010c). With its significant reach that touches the lives of hundreds of
thousands of local youth (San Antonio Sports, 2010b), the organization must now
position its charity brand by educating the public and being more visible in the
community through a coordinated social media strategy that is tied to a brand awareness
campaign.
T h re a ts To remain relevant in the community San Antonio Sports must keep
up with San Antonios growth by finding opportunities to increase its revenue.
Otherwise, the organization faces the real prospect of more cutbacks on its youth sports
and fitness programs.
A lack of staffing to manage and execute a coordinated social media and brand
awareness campaign could stifle any chance the San Antonio Sports charity brand has of
coming out of the shadows. This will hurt fundraising efforts and threaten the
organizations ability to keep its brand promise.
External Environment
The San Antonio Sports charity brand may not be well known out in the
community at large, but it is recognized by influential publics who share in its mission.
Among its supporters are parents, teachers, coaches, after school programs, local school
districts, local colleges, the city administration, the city parks and recreation department,
the zoo, other charity organizations, local business sponsors, sports clubs and sports
organizations. These supporters are actively involved in partnering with San Antonio
Sports to execute its youth sports and fitness programs (San Antonio Sports, 2010c).
San Antonio Sports is one of several organizations whose mission and vision
involves youth sports and fitness. Silver and Black Give Back, YMCA, YWCA, Boys
and Girls Clubs, Kids Sports Network and I9 Sports are among the organizations whose
efforts and publics overlap with that of San Antonio Sports. These organizations may
compete for the same charity dollars and some of them are active partners of San Antonio
Sports.
The competition for charitable dollars goes outside of youth sports and fitness. It
includes organizations whose missions and visions support charitable causes that are as
varied and diverse as the communities they serve. These dollars may be even harder to
come by with many citizens worried about the troubled global economy (Philanthropy
Journal, 2011).
The San Antonio Sports charity brand and its mission support an especially
important cause to the local community. The youth sports and fitness programs are vital
to helping change the lifestyle of a San Antonio that suffers from obesity and diabetes
(Metro Health, 2010).
The youth sports and fitness programs also help guide local youth as they make
important life decisions (Carmichael, 2008). This is especially important to youth who
live in disadvantaged and underserved areas of the community where support networks
may not exist and/or where there is a high level of exposure to the negative elements of
society such as crime and drugs.
The effectiveness of a campaign to strengthen the San Antonio Sports charity
brand may be challenged by urgency of the cause (Ainsworth, 2011). Many givers donate
to causes because there is a real and obvious threat to lives and because there is a limited
set of alternatives to address such circumstances. Examples of such causes include
hunger, poverty, homelessness and disease. San Antonio Sports must convince potential
members that youth sports and fitness is a worthy and vital cause. Even then, many who
benefit from its programs may be willing to give, but they may not have the means (M.
Ullmann-Japhet, personal communication, February 14, 2012).

S u m m a ry E x te rn a l A n a ly s is
S tre n g th s San Antonio Sports has influential publics that are engaged in its
youth sports and fitness programs and/or share in its mission and vision. Supporters
include parents, teachers, coaches, after school programs, local school districts, local
colleges, the city administration, the city parks and recreation department, the zoo, other
charity organizations, local business sponsors, sports clubs and sports organizations (San
Antonio Sports, 2010c).
W e a k n e s s e s The San Antonio Sports cause to support local youth with sports
and fitness programs lacks the urgency (Ainsworth, 2011) that other causes may have
such as hunger, poverty, homelessness and disease.
The public may view the youth and fitness cause as a personal matter guided by
parents who decide how to raise their children. Only beneficiaries who are directly
impacted by these programs may have a willingness to give. Unfortunately, many of
them may not have the means to donate money (M. Ullmann-Japhet, personal
communication, February 14, 2012).
O p p o rtu n itie s The youth sports and fitness programs are vital to helping
change the lifestyle of a San Antonio that suffers from obesity and diabetes (Metro
Health, 2010). San Antonio Sports should position its brand as that of a leading advocate
in addressing these illnesses.
San Antonio Sports should also position its brand as a leading advocate for
reducing youth crime and drug use, given its special emphasis on serving youth who live
in traditionally disadvantaged and underserved areas of the community (San Antonio
Sports, 2010c).
T h re a ts The competition for charitable dollars includes nonprofit
organizations who share a similar mission and vision as well as any other charity that
relies on monetary donations.
The competition for charitable dollars is stiff and even more so with many
citizens worried about the troubled economy (Philanthropy Journal, 2011), making grants
potentially more competitive.
Public Perception
San Antonio Sports youth sports and fitness programs have a significant reach
across the community. Local leaders in the political, municipal, business, nonprofit and
academic arenas are among the organizations biggest supporters and contributors, but
the community at large has yet to provide any sort of significant individual donor
contributions to the San Antonio Sports charity cause (San Antonio Sports, 2010b).
The San Antonio Sports charity brand is overshadowed by the organizations
function as the sports commission for the City of San Antonio. Many of those in the
community at large may believe that youth initiatives are funded through profits from the
high-profile events hosted by the organization. Others may believe that San Antonio
Sports is funded by or is a department of the City of San Antonio. These misperceptions
may contribute to the low membership of individual donors (M. Ullmann-Japhet,
personal communication, February 14, 2012). Currently individual membership is less
than 400 people (D. Picknell, personal communication, February, 2012).
The San Antonio Sports charity brand may also suffer from low awareness among
the community at large. Its brand mark is attractive and distinctive, but the organization
tends to use various versions of the logo making it harder to recognize and possibly
contributing to confusion and/or misperceptions. This compounds the issue of San
Antonio Sports limited brand visibility outside of its events. The average parent may not
have enough exposure to seeing the brand at work.
S u m m a ry P u b lic P e rc e p tio n A n a ly s is
S tre n g th s San Antonio Sports has a significant reach across the community
with individual programs reaching hundreds of thousands of youth (San Antonio Sports,
2010b).
Its supporters and contributors include community leaders from the political,
municipal, business, nonprofit and academic arenas.
W e a k n e s s e s Many in the community at large may have misperceptions about
San Antonio Sports. Rather than a charity, many may believe that youth initiatives are
funded with profits from high-profile athletic events or that the organization is a
department of the City of San Antonio (M. Ullmann-Japhet, personal communication,
February 14, 2012).
O p p o rtu n itie s San Antonio Sports has a relatively low membership that has
incredible potential for contributing to the organizations revenue growth (D. Picknell,
personal communication, February, 2012). An information and awareness campaign can
serve as the catalyst to spurring an increase in membership.
T h re a ts San Antonio Sports may be losing significant amounts of financial
support to other charities due to lack of effective brand positioning. Continued
complacency on the matter may lead to further cuts in youth sports and fitness programs,
making it difficult for San Antonio Sports to keep its brand promise.
Audience Analysis
The San Antonio Sports charity brand has a diverse set of publics who tend to
overlap as customers, producers, enablers and limiters.
Customers
San Antonio Sports charity brand is focused on youth sports and fitness programs.
The primary customers are the youth of the community. Secondary customers include
parents; school faculty, administration and staff; the local health and wellness force; the
local security and police force; and ultimately the community at large.
P rim a ry C u s to m e rs
Youth in grades K-12 are the primary public for the San Antonio Sports youth
sports and fitness programs. Support for the charity mission helps the youth of the
community to access sports and fitness opportunities that they may not otherwise have.
San Antonio Sports places a special emphasis on those youth who live in communities
that are traditionally disadvantaged and underserved. These youth may experience health
and socio-economic conditions that contribute to local issues such as obesity, diabetes,
crime and drugs. Youth sports and fitness programs from San Antonio Sports give these
youth an alternative lifestyle choice.
S e c o n d a ry C u s to m e rs
Youth engagement in San Antonio Sports youth sports and fitness programs
contributes to a healthier community. This benefits parents; school faculty, administration
and staff; the local health and wellness force; the local security and police force; property
owners; and local businesses, especially small businesses who may tend to be targets of
crime and drug activity. McHales journal article reflects that youth who are actively
involved in sports and fitness are youth that generally avoid troubled lifestyle decisions
such as disengagement from school and drugs (as cited by San Antonio Sports, 2010e).
This means less community resources have to be spent on addressing health and safety
problems leaving more room to invest in productive community projects.
Producers
San Antonio Sports youth sports and fitness programs require a team effort to
execute. Various publics help make the programs happen with financial and operational
support. These publics may overlap, contributing both operationally and financially. They
include San Antonio Sports employees and interns; volunteers, donors, grantors,
sponsors, the city and county governments, other nonprofit organizations, school districts,
local colleges and universities, local businesses, other sports and/or recreation
organizations, health organizations, private schools, parents, and individuals from the
community at large.
Enablers
Publics that help guide the organization as it moves forward on its mission and
vision are consistent contributors to shaping the San Antonio Sports charity brand. Most
notable of these publics is the San Antonio Sports board of directors. This group is made
up of business, academic, media, civic and nonprofit leaders (San Antonio Sports, 2010f).
They lead an influential coalition among the community in an effort to advocate for the
need to have youth sports and fitness programs. Other important publics outside of the
board of directors include grantors; other local business, education, civic, nonprofit and
sports leaders/organizations; and the local news media outlets.

Limiters
The San Antonio sports charity brand is fortunate to have a mission and vision
that is shared among the community at large. Publics who may reduce or undermine the
success of the organization are other charity organizations who compete for charity
dollars; the city and county governments who are constantly facing public pressure to cut
their budgets and lower taxes; and grantors who may face the challenge of granting less
dollars when the economy struggles.
Key Publics
The San Antonio Sports charity mission is aimed at providing local youth with the
opportunity to participate in sports and fitness activities. The organization places special
emphasis on those youth who live in communities that are traditionally disadvantaged
and underserved (San Antonio Sports, 2010b). This is vital to San Antonios efforts at
reducing obesity and diabetes (Metro Health, 2010) as well as giving youth an alternative
to crime and drugs (Carmichael, 2008). Therefore, an effort to bring the San Antonio
Sports charity brand out of the shadows must focus on secondary publics who benefit
from its cause and who provide the most potential for brand growth in terms of visibility
and membership.
Parents
Parents whose children are in grades K-5 and who participate in San Antonio
Sports youth sports and fitness programs benefit by paying little to no cost for the
opportunity of having their children be exposed to active and healthy lifestyle options.
For busy parents, San Antonio Sports is a choice they can trust in keeping their children
out of trouble and away from a sedentary lifestyle. San Antonio Metropolitan Health
Districts Steps SA Fact Sheet 2008 shows that according to a 2008 Nielsen Media
Research survey, TV viewers in the San Antonio market spend 29 percent more time in
front of the tube than average among cities in the survey (as cited by San Antonio Sports,
2010e). According to the U.S. Department of Health and Human Services, physical
activity helps reduce the chance of children becoming obese and/or becoming diabetic (as
cited by San Antonio Sports, 2010e) as well as the chance of becoming involved with
crime and drugs (Carmichael, 2008). The Cooper Institute's 2008 Youth Fitness Study
also shows evidence that parents can expect better academic performances from their
children (as cited by San Antonio Sports, 2010e). While San Antonio Sports places
special emphasis on those youth who live in communities that are traditionally
disadvantaged and underserved (San Antonio Sports, 2010b), the potential for their
parents to give should not be assumed. Motives for giving and means of giving may
transcend socio-economic circumstances. Parents who benefit from San Antonio Sports
are the greatest growth potential with youth participation in the hundreds of thousands.
Grade school faculty, administration and staff
For grade school faculty, administration and staff, giving to San Antonio Sports
may be well worth the results they see from their students. The Cooper Institute's 2008
Youth Fitness Study indicates that higher levels of fitness are associated with better
academic performance, including high passing rates on the Texas Assessment of
Knowledge and Skills (TAKS), better school attendance, and fewer disciplinary incidents
(as cited by San Antonio Sports, 2010e). McHale highlights that youth who play sports
are 57 percent less likely to drop out of school, 49 percent less likely to take drugs, and
37 percent less likely to become teen parents (as cited by San Antonio Sports, 2010e).
Local health and wellness force
For the local health and wellness force, including businesses, clinics, and
hospitals, giving to the San Antonio Sports cause is a stamp on their commitment to a
healthier community. It may also help relieve the stress of high demand on local health
resources. Overweight or obese children are at a greater risk for high cholesterol, high
blood pressure and type-2 diabetes, according to The Cooper Institute's 2008 Youth
Fitness Study (as cited by San Antonio Sports, 2010e). San Antonio Metropolitan Health
Districts Steps SA Fact Sheet 2008 shows that 14 percent of our community has diabetes,
twice the national average (as cited by San Antonio Sports, 2010e). The U.S. Department
of Health and Human Services highlights that physical activity builds and maintains
healthy bones and muscles, reduces feelings of depression and anxiety, promotes
psychological well-being, and helps reduce the risk of developing obesity and chronic
diseases such as diabetes and cardiovascular disease (as cited by San Antonio Sports,
2010e).
Local security and police force, property owners and local businesses
For the local security and police force, giving to San Antonio Sports is a stamp on
their commitment to a safer community. For property owners and local businesses giving
to San Antonio Sports means a safer community to do business in and it means giving
youth an alternative to potentially spending their time committing property crimes.
Carmichael provides evidence that youth engaged in organized sports are less likely to
participate in criminal activities (2008). Youth involved in sports are also less likely to
drop out of school and are less likely to be involved in drugs, according to McHale (as
cited by San Antonio Sports, 2010e).

Case Studies
Fraternal Order of Eagles with Fahlgren Mortine Public Relations
Secondary research reveals that the San Antonio Sports charity brand may be
challenged by lack of recognition and low membership due to public misperceptions and
low brand visibility. A review of public relations cases shows that the Fraternal Order of
Eagles (FOE) had similar challenges before partnering with Fahlgren Mortine Public
Relations to address its own lack of brand recognition and an aging membership (Hendrix
& Hayes, 2010a). The following is a case review as presented by Hendrix and Hayes
(2010a).
S itu a tio n a n d R e s e a rc h
The FOE is an international nonprofit organization that advocates for a diverse set
of social causes in the spirit of liberty, truth, justice, and equality. The organization had
matured and experienced slow growth due to a lack of brand recognition and an aging
membership. Fahlgren Mortine focused public relations efforts on internal audiences to
fully extend awareness and programs.
Qualitative research was conducted across the country and Canada with focus
groups that included local members and officers. The intent was to identify and explore
important local issues, understand motives for membership, and gain perspective on the
relationships between the local membership and the national leadership.
Quantitative research was also conducted across the country and Canada using a
sample of 431 members who were interviewed by telephone with a 19-question
questionnaire. The 10-15 minute telephone interview was conducted by a third-party

organization who asked 16 closed-ended questions and 3 open-ended questions.
Respondents were recruited via postcards and an invitation posted on the FOE website.
The research helped provide guidance on setting goals that took into consideration
a focus on charity work, solidifying the brand image of People Helping People,
understanding how members want to be communicated to, and developing a leadership
program for members.
P la n n in g
G o a l To communicate the FOE brand by arming members with tools and
consistent messaging for more awareness in FOE communities
O b je c tiv e (s ) To increase membership by 15 percent (no time frame
specified); To increase attendance of nonmembers at FOE functions by 20 percent (no
time frame specified)
T a rg e t A u d ie n c e FOE membership, leadership, national office support team
and potential members and general public
S tra te g ie s Communicate image-enhancement efforts to membership and the
general public with one voice; Provide easy-to-use guidelines and assistance for media
relations outreach; Reduce the number of FOE communications vehicles; Streamline
messages; Reduce and clarify the number of national charitable properties
C o m m u n ic a tio n
T o o lk it A multiuse binder was developed to assist local memberships to host
more community events, bolster membership recruitment parties, connect with the local
media, etc., with space for additional programs to be added.

P R 1 0 1 P ro g ra m s One-hour workshops were hosted by agency
representatives that highlighted the basics of public relations, marketing and community
relations and that served as an introduction to the toolkit.
C h a rity B ro c h u re A full-color brochure was developed that detailed the
different charitable funds supported by the FOE.
M e d ia R e la tio n s P ro g ra m A process was developed whereby local
leadership would receive assistance via Fahlgren Mortine in announcing and publicizing
current events and international leadership visits.
M a g a z in e The publishing schedule for Eagle Magazine, FOEs publication,
was adjusted to five times a year with a focus on how-to articles on leadership,
business and communication skills, and an In the News section added to support and
announce the local media outreach for events.
W e b s ite FOEs website was updated with a focus on time-sensitive
information and short, fun stories, scheduled to be launched at the FOE 2007
International Convention.
E v a lu a tio n
Overall, the FOE campaign was a success. In 2006 membership increased by 21
percent with a boost of 172,286 members compared to the objective of 15 percent;
Attendance of nonmembers at FOE functions increased on average by 50 percent
compared to the objective of 20 percent.
Case Study Applied
Fahlgren Mortine Public Relations campaign for the Fraternal Order of Eagles
provides a conceptual base upon which to plan a campaign for the San Antonio Sports
charity brand. The case provides an approach to a shared challenge lack of brand
recognition and a need to increase membership.
Research
The strengths of Fahlgren Mortines research strategy included its qualitative and
quantitative approach, capturing a more broad perspective and understanding of the FOE
organization and its relationships; and a strong focus on applying this research to FOEs
internal audiences in order to facilitate a more effective approach to address the external
audiences potential members and the general public. The focus groups were especially
valuable in seeking to identify and explore issues that were important to local members
and to identify their motivations for joining and remaining with FOE. This is important to
any San Antonio Sports effort to gain and retain individual members.
P la n n in g
The strengths of Fahlgren Mortine Public Relations planning approach included a
clear goal to communicate the FOE brand; measurable objectives; a well defined target
audience that focused on internal audiences to facilitate a more effective approach to
address external audiences; and strategies that focused on streamlining for simplicity. In
fact, the strength of the planning of the campaign could be summed up with the terms
simple and streamlined. The planning approach should be easy to comprehend, execute
and evaluate. For San Antonio Sports, adoption of this approach translates into a planning
phase that is based upon a goal that is definable with objectives that are attainable and
easy-to-measure. The target audience should include between one and three key publics
with strategies that are streamlined for simplicity.

The strengths of Fahlgren Mortine Public Relations communication plan included
well-defined tactics and an integrated tactical approach. Tactics such as the brochure, the
magazine and the website each served defined purposes for the organization in terms of
the information being disseminated. The toolkit, public relations program and media
relations programs were part of an overall effort to garner publicity for potential growth
opportunities. San Antonio Sports communication plan can take from this campaign the
need create an integrated and coordinated approach in applying each tactic.
E v a lu a tio n
The strengths of the overall Fahlgren Mortine Public Relations campaign for the
Fraternal Order of Eagles are evident given an evaluation that reflects a performance that
exceeded on both of the stated objectives. This occurred because the campaign started by
focusing on its internal audience first. San Antonio Sports can use this case study to help
develop a conceptual base for a public relations campaign that is integrated, coordinated,
simple and streamlined. In the end, the San Antonio Sports charity brand campaign
should be easy to comprehend, execute and evaluate.
American Red Cross, Puerto Rico Region with GCI Group Puerto Rico
Ultimately, increasing membership within San Antonio Sports is aimed at
increasing individual donor revenue. A review of public relations cases shows that the
American Red Cross, Puerto Rico had a similar challenge before partnering with the GCI
Group, Puerto Rico to address a shortage in blood donations (Hendrix & Hayes, 2010b).
Though not a fundraising campaign, the Descubre el Regalo que llevamos dentro:
Discover the Gift Inside Tour provides parallels to important strategic and tactical
perspectives that may be adapted to increasing monetary donations. The following is a
case review as presented by Hendrix and Hayes (2010b).
The American Red Cross, Puerto Rico found itself coming short of its regions
need for blood in treating patients. GCI Group, Puerto Rico focused its public relations
efforts on an educational approach that stemmed from formal and informal research it
conducted using data from a 2003 survey and market information submitted by the
American Red Cross, Puerto Rico office. A review of the research revealed that only
three percent of the medically eligible population donated blood with many of those
being members of the older generation. New donors were needed to counteract the effect
of an aging donating population, fatigue of the traditional recruiting channels and hectic
work and life routines. The research showed that among the reasons for not donating
blood were a fear of getting an infectious disease, the belief that there exists a blood
substitute and ignorance about how to donate blood.
P la n n in g
G o a l To increase blood donations by educating the public about what is blood
donation, how to do it and where to do it and by debunking the myths associated with it
O b je c tiv e (s ) To increase blood donations by 10 percent from February to
June 2005, versus the same period the previous year; To increase by five percent blood
donations for the fiscal year 2005 versus the previous fiscal year; and to obtain the value
equivalent of $90,000 in media coverage
T a rg e t A u d ie n c e Student ages 16 and up; the general public medically
eligible to donate blood; officials from the Puerto Rican government and from the public
health sector; civic group and community organizations; and the local news media
S tra te g ie s Educate the public about blood donation by touring Puerto Rico;
and make a strategic alliance with the Univision station in Puerto Rico and its news staff
to maximize on news media coverage
In te ra c tiv e M u s e u m o n W h e e ls A custom-made trailer with integrated
interactive technology was designed to tour and attract youth with three cameras, six
DVDs, 11 computers, 7 TV screens. a plasma screen, 10 touch-screen computers and a
system to record personal anecdotes plus mailing of photos taken in the museum through
the Internet.
P re s s C o n fe re n c e /In a u g u ra tio n Included the participation of government
officials and health representatives.
V IP T o u rs /W e lc o m e C e re m o n y A welcome ceremony and VIP tours were
given to the regional press, government officials, hospital directors and university
administrators at each stop.
T h e T o u r The tour began with an inauguration before heading to 23 stops
where visits were made to locations that included universities, shopping centers, and
parks/community centers in 17 towns.
T e a c h -in s Students of public and private schools between 10th and 12th
grades received educational lectures from Red Cross health educators.
A d v e rtis e m e n ts Newspaper ads were placed to announce the calendar of
visits.
P o s te rs A poster was designed and placed in universities a week prior to each
museum visit.
E v a lu a tio n
Overall, the Descubre el Regalo que llevamos dentro: Discover the Gift Inside
Tour was a successful public relations campaign. There was a 20 percent increase in
blood donations from February to June 2005 versus the same period the year before,
exceeding the stated objective of 10 percent. There was a 14 percent increase in blood
donations for the fiscal year versus the previous fiscal year, exceeding the stated
objective of five percent. The campaign obtained the equivalent of $119,465 in media
coverage, surpassing the stated objective of $90,000.
Case Study Applied
The GCI Group, Puerto Rico campaign for the American Red Cross, Puerto Rico
provides strong parallels to strategic and tactical perspectives that can serve as a basis for
designing an effective San Antonio Sports brand charity campaign. The case provides for
the shared goal of increasing revenue blood in the case of the American Red Cross,
Puerto Rico. Whether its a blood drive or a fundraising drive, the insight gained may
prove to be conceptually valuable.
Research
The strengths of GCIs research strategy lay in the insight gained about the
tremendous potential for increasing blood donations, especially among the younger
population, and in the perspective gained by better understanding the reasons the public
chose not donate. These are key observations that parallel the secondary research of San
Antonio Sports which helped identify a tremendous potential for increasing membership
among several key publics. Similarly, primary research must now focus on understanding
their motivations.
P la n n in g
The strengths of GCIs planning included a clear goal, measurable objectives, a
well-defined target audience and creative and effective strategies. With a fairly large
targeted public, a highly publicized tour of the island proved to be more than enough to
get the job done. Conceptually, this is a strong strategy that San Antonio Sports may find
worthy of further evaluation if it wants to reach beyond the medias grasp and into the
communities where its brand can be visible.
The strengths of GCIs communication plan were based on its unique and creative
tactic in executing the tour. The interactive Museum on Wheels was a definite attraction
on its own which facilitated all other tactics. Teach-ins were also an effective tactic that
enhanced the goal of educating the public. While San Antonio Sports may not have the
resources to support such a vehicle as the Museum on Wheels, there are certainly ideas
that can be taken from the concept and incorporated into its own tactical approach.
Teach-ins are a definite viable tactic that should be adapted as part of the San Antonio
Sports charity brand campaign.
E v a lu a tio n
The strengths of the overall GCI Group, Puerto Rico campaign for the American
Red Cross, Puerto Rico rests on its effective strategic and tactical approach that resulted
in a performance that exceeded its three stated objectives. San Antonio Sports can use
this case study to help develop its own campaign with a strong strategy and
communication plan that is creative, unique, attractive and, most importantly, effective.
Boost Mobile RockCorps with Miles Ahead Entertainment
Membership drives often involve incentives. A review of public relations cases
shows that Boost Mobile RockCorps (BMRC) employed its own incentive as it partnered
with Miles Ahead Entertainment to increase volunteerism by offering youth participants
entrance to exclusive concerts that featured the days chart-topping hip-hop and rock
artists (Hendrix & Hayes, 2010c). As a leader in sports for the San Antonio community,
San Antonio Sports has established relationships with local sports teams that include the
San Antonio Spurs of the NBA, which can be leveraged using a similar approach to
incentivize membership. The following is a case review of BMRCs campaign as
presented by Hendrix and Hayes (2010c)
Boost Mobile sought to dispel the widely held perception that youth are apathetic
and uninvolved in their communities. It partnered with Rock Corps and Miles Ahead
Entertainment to create a campaign aimed at driving young people to support their local
communities through volunteerism. Boost Mobile conducted research through Marketing
Research Services, Inc. and Wagner Research and Consulting that found that almost three
quarters of those surveyed were in favor of and preferred the idea of giving back to the
community in exchange for a concert ticket. Boost Mobile RockCorps was created to
facilitate moving the campaign forward. Boost also referred to secondary research done
by Teenage Research Unlimited, Inc. which stated that 56 percent of youth between the
ages of 12 and 19 thought that volunteering was an in compared to 54 percent the
previous year.
P la n n in g
G o a l To increase volunteerism among youth
O b je c tiv e (s ) To have 4,000 youth volunteer participants (no time frame
specified); and to have 50 million media impressions (no time frame specified)
T a rg e t A u d ie n c e Boost Mobile customers and potential customers (street-
savvy, active, irreverent youth aged 14-24 who live large yet aspire to the next level in
their lives); strategic partners; and BMRCs targeted media list.
S tra te g ie s To incentivize youth to volunteer in their communities via their
love for music
V o lu n te e r P ro je c ts Volunteers worked on a range of service projects,
including building playgrounds, renovating schools, distributing food, and preserving the
environment.
B M R C M e d ia O u tre a c h Media materials such as news releases, fact sheets,
media alerts, and electronic press kits and resources such as B-Roll production and a
photo wire service were coordinated. BMRC reached out to multiple genres of media,
including entertainment, marketing/advertising trades, philanthropic trades, lifestyle,
urban, alternative, fashion, music, business, major dailies, and national and local TV and
radio stations.
M e d ia L u n c h BMRC hosted a media lunch
C e le b rity In te rv ie w s The media was invited to learn more about the project
in interview sessions with the concert host Nick Cannon, concert artist Young Jeezy,
RockCorps co-founder Chris Robinson and Boost Mobile executive Daryl Butler.
C o n c e rt Concerts were held for youth participants who volunteered at least
four hours of their time. The concerts featured the days chart-topping hip-hop and rock
artists.
M e d ia R o o m s High-tech working media rooms served as the location for
photo ops against a BMRC-branded step and repeat, live audio interviews with
performing artists, live streaming BMRC concert video and internet feeds.
E v a lu a tio n
Overall, the Boost Mobile RockCorps program proved to be successful public
relations campaign. There were 10,000 youth volunteers, exceeding the stated objective
of 4,000. There were 250 million media impressions, far surpassing the stated objective
of 50 million.
Case Study Applied
The Boost Mobile RockCorps and Miles Ahead Entertainment campaign to
promote youth volunteerism provides strong evidence that shows how effective
incentivizing can be in mobilizing an audience to act. San Antonio Sports has an
opportunity to leverage its relationships with local sports teams, celebrities and
personalities to help motivate key publics to donate and become members.
Research
The strength of BMRC and Miles Ahead Entertainments research strategy lay in
the insight gained about what motivates youth into action. Thanks to third-party primary
and secondary research conducted for Boost Mobile, youth were found to be willing to
volunteer and considered it an in thing to do when incentivized with tickets to an
exclusive concert. For San Antonio Sports, primary research should involve finding out
whether a similar incentive for a sports event should be incorporated as a tactic.

P la n n in g
The strengths of BMRC and Miles Ahead Entertainments planning included a
clear goal, measurable objectives, a well-defined target audience and creative and
effective strategies. With a fairly large targeted public, a highly publicized concert tour
coordinated to center on media coverage proved to be more than enough to get the job
done. San Antonio Sports can leverage its media relationships in a similar manner to
enhance the effect of any potential incentive it offers to attract new members.
The strengths of BMRC and Miles Ahead Entertainments communication plan
were based on its central focus of executing its incentive plan and attracting local and
national news media to cover concert events. The media were treated like VIPs and their
jobs were made as easy and enjoyable as possible with tactics that included a lunch, high-
tech working media rooms and access to interview celebrities and other VIPs. The San
Antonio Sports charity brand campaign should consider a similar approach to develop
and maximize the incentive idea with media coverage opportunities that can help enhance
its overall effectiveness.
E v a lu a tio n
The strengths of the overall BMRC and Miles Ahead Entertainment campaign
rests on its effective strategic and tactical approach that resulted in a performance that
exceeded both of its stated objectives. San Antonio Sports can use this case study to help
develop its own campaign with a strong strategy and communication plan that takes into
account the power of incentive.

Summary of Preliminary Research
A review of secondary research reveals that San Antonio Sports is experiencing a
challenge to its brand identity as a charity due to public misconceptions and low brand
visibility. The consequences of this brand identity problem are reflected by low
individual giving and by program cuts San Antonio Sports has made to its youth sports
and fitness programs. Addressing the San Antonio Sports charity brand identity problem
will require a strategy that focuses on positioning the brand as one whose cause reflects a
vital need to the San Antonio community and one that leverages brand visibility in order
to gain awareness.
SWOT Analysis
San Antonio Sports has a strong, talented and effective communications team
with the tools it needs and the willingness it takes to execute a coordinated social media
and brand awareness campaign centered on building brand identity. The challenge is that
under the current integrated marketing communications model, staff resources, especially
time, are stretched thin. San Antonio Sports should consider piloting a new paid media
position focused on coordinating its brand identity campaign to determine whether such
an investment will result in a net increase to revenue.
A San Antonio Sports brand identity campaign can address low brand awareness
and public misconceptions by building upon existing support from its influential publics
and the hundreds of thousands of youth it reaches throughout the San Antonio area. To
attract charity dollars, San Antonio Sports should position its brand as a leading advocate
for addressing obesity, diabetes, crime and drugs issues that are vital to San Antonio.
Key Publics
Efforts to establish the San Antonio Sports charity brand among the community at
large must focus on its secondary publics who benefit from its cause and who provide the
most potential for brand growth in terms of visibility and membership. These publics
include parents who have children in grades K-5; school faculty, administration and staff;
the local health and wellness force; and property owners, local businesses and the local
security and police force.
Case Studies
A review of three successful public relations cases provided insight and
perspective on potential strategy approaches to developing an effective charity brand
identity campaign for San Antonio Sports. First, a brand recognition and membership
strategy should account for understanding the target publics motivations. Conceptually,
the campaign should be integrated, coordinated, simple and streamlined. The San
Antonio Sports campaign should be easy to comprehend, execute and evaluate. Second,
its approach towards addressing the issue of increasing membership should be creative,
unique, and attractive. Finally, San Antonio Sports should leverage its relationships with
the media and sports celebrities in an effort to incorporate incentive as part of the overall
strategy.
Reasoning for Primary Research
Secondary research revealed areas of opportunity upon which to conduct primary
research that will enhance the development of a strong and effective campaign. This
includes gaining better perspective on the extent of public misconceptions and lack of
brand awareness when it comes to the San Antonio Sports charity brand. Primary
research will also be helpful to determine what people know about the benefits of youth
sports and fitness programs, how they feel about giving to youth sports and fitness
programs, and what motivates them to give to such causes. Finally, primary research will
be helpful to evaluate where the public would expect to see the San Antonio Sports brand
at work and what would motivate them to engage with the brand, including
communication channels and incentives.

Primary Research
Objectives
The San Antonio Sports charity brand reaches hundreds of thousands of local
youth each year with its sports and fitness programs. Secondary research shows that
youth sports and fitness programs tend to have a positive impact on the community in
terms of health, fitness and safety. The San Antonio Sports charity brand supports a cause
that is vital to the well-being of San Antonio and the surrounding areas. However,
secondary research indicated that the community was neither aware of the brand nor its
mission and its importance. Primary research was conducted to gain a better perspective
on public perception and brand awareness when it came to the San Antonio Sports charity
brand. It also helped to determine what people knew about the benefits of youth sports
and fitness programs, how they felt about giving to youth sports and fitness programs and
what motivated them to give to such causes. Finally, primary research helped in
evaluating where the public would expect to see the San Antonio Sports charity brand at
work and what motivated them to engage with the brand, including communication
channels and incentives.
Target Publics
Primary research was targeted at secondary publics from the San Antonio area
who benefit from the San Antonio Sports charity brand cause and who provide the most
potential for brand growth in terms of visibility and membership. These publics included
parents who have children in grades K-5; school faculty, administration and staff; the
local health and wellness force; and property owners, local businesses and the local
security and police force.

Methods
An online survey was conducted with a snowball convenience and convenience
sample that included a total of 82 adult subjects. Most subjects participated through a
snowball convenience sampling. Twenty-one individuals were prompted to participate in
the survey if they were eligible and not directly associated with the San Antonio Sports
organization (Appendix A). They were then asked to disseminate the online survey link
through available means that may have included e-mail, Facebook and Twitter. Copy was
prepared explaining the survey and eligibility which was distributed with the survey link
(Appendix A). Subsequent copy was prepared for additional pushes that helped complete
the survey sampling (Appendix B, C).
Convenience sampling also occurred at a mall and library and the homes of
friends and family with a total of 21 participants. Smart phones and laptops were used
with available wireless internet networks to execute these surveys.
Subjects were given a survey with 22 questions/items which took less than 15
minutes to complete. The first five survey items were type-in responses. Responses were
subject to a textual analysis that helped determine what the target publics know about the
brand and its mission. Item 1 responses were grouped into six categories that included
sports commission, other sports organizations, youth sports and fitness, sports related
with no details, local sports and fitness and dont know. Items 2 and 3 responses were
grouped into three categories that included right impression, wrong impression and dont
know, based on the answer. Item 4 responses were grouped into five categories that
included identified 0 programs, identified 1 program, identified 2 programs, identified 3
programs and dont know. Item 5 responses were grouped into 8 categories that included
donations/memberships, corporate donations, fundraisers, grants, sponsorships, taxes,
dont know and none. Items 6-8 responses measured what people know about the benefits
of youth sports and fitness programs using a 5 point Likert-type scale where 1 equaled no
positive impact and 5 equaled high positive impact. Items 9-11 responses measured how
people feel about giving to youth sports and fitness programs using a 5 point Likert-type
scale where 1 equaled strongly disagree and 5 equaled strongly agree. Items 12-14
responses measured peoples motivation to give to such causes where 1 equaled very
unlikely and 5 equaled very likely. Item 15 responses measured what would motivate the
subjects to engage with the brand using a 5 point Likert-type scale where 1 equaled
definitely not and 5 equaled definitely to measure the probability of online video
motivating them to engage with an organization. Item 16 responses helped determine
where the public would expect to see the San Antonio Sports charity brand at work using
the multiple choice method which provided six options. These options were e-mail,
website, Facebook, Twitter, YouTube, and none of the above. Responses to the remaining 6
survey items were used to determine the subjects gender, family status, occupation, real
estate holdings, location of residence and age. Ethnicity was not considered in this
survey, but should be considered in future primary research to determine its significance,
if any, on the success of a San Antonio Sports public relations campaign.
See Appendix D for the survey instrument.

Survey Results and Analysis
1. In the space below, please type in a brief response on what or who you think the San Antonio
Sports organization is. If you don't know, don't worry. Just type in don't know.
Figure 1
The San Antonio Sports Organization
Who or what is San Antonio Sports?
5%
7%
24%
Sports Commission
Other Sports Organization
Youth Sports and Fitness
5% Don't Know
37% Sports Related-No Detail
Local Sports and Fitness
22%
Eighty-two survey participants submitted a total of 92 responses to survey item 1. Some

participants had multiple answers. Findings corroborate evidence presented in secondary research
suggesting that the San Antonio Sports charity brand is relatively unknown. More participants
(24%) responded by identifying San Antonio Sports as a sports commission than as for youth
sports and fitness (22%). Most participants (37%) could not identify the organization and
answered dont know. Only 5 percent of participants identified San Antonio Sports with other
sports organizations.
The results suggest that a brand awareness campaign will be needed, but the emphasis
does not necessarily need to focus heavily on differentiating from other organizations as was
suggested in secondary research. However, the existence of confusion between San Antonio
Sports and other organizations suggests that there should be efforts made in the public relations
campaign to differentiate the brand.
2. In the space below, please type in a brief response on what you think the San Antonio Sports
organization does for youth. If you don't know, don't worry. Just type in don't know.
Figure 2
What does San Antonio Sports do for youth?
9%
30%
Don't Know
Right Impression
Wrong Impression
61%
Eighty-two survey participants submitted responses to survey item 2. Results show that
61 percent of participants have the right impression about what San Antonio Sports does for
youth. Thirty percent of participants answered dont know. There were nine percent of
participants who had the wrong impression in the answers they gave.
The findings suggest that most participants generally have a good idea about what San
Antonio Sports does for youth, but nearly forty percent of participants either do not know or have
the wrong impression about the organization. These findings somewhat contradict secondary and
primary research (survey item 1) which suggest that the San Antonio Sports charity brand is
relatively unknown. This may be attributed to responses categorized as right impression which
dont necessarily reflect knowledge of the organization, but instead show that some participants
were able to make educated guesses. This means that brand education with a focus on San
Antonio Sports mission for youth will be needed to reinforce those who have the right
impression and reduce the number of those who dont have the right impression or who dont
know.
3. In the space below, please type in a brief description of which youth you think are targeted by
San Antonio Sports. If you don't know, don't worry. Just type in don't know.
Figure 3
Which youth does San Antonio Sports target?
24% 21%
Don't Know
Right Impression
Wrong Impression
55%
55 percent of participants have the right impression about which youth San Antonio Sports
targets. Twenty-one percent of participants answered dont know. There were 24 percent of
participants who had the wrong impression in the answers they gave.
The findings suggest that most participants generally have a good idea about which youth
San Antonio Sports targets, but forty-five percent of participants either do not know or have the
wrong impression about which youth are targeted. These findings somewhat contradict secondary
and primary research (survey item 1) which suggest that the San Antonio Sports charity brand is
relatively unknown. This may be attributed to responses categorized as right impression which
dont necessarily reflect knowledge of the organization, but instead show that some participants
were able to make educated guesses. This means that brand education with a focus on which
youth San Antonio Sports targets will be needed to reinforce those who have the right
impression and reduce the number of those who dont have the right impression or who dont
know.
4. In the space below, please type in up to three youth programs that you think San Antonio
Sports hosts. If you don't know, don't worry. Just type in don't know.
Figure 4
Identify up to three youth programs hosted by San Antonio Sports.
13%
7%
Don't Know
41%
Identified 0 Programs
Identified 1 Program
12%
27%
32 percent of participants can identify at least one San Antonio Sports youth program. Thirteen
percent of participants identified three programs. Twenty-seven percent of participants answered,
but identified 0 youth programs correctly. Forty-one percent of participants answered dont know.
The results reflect that most participants (nearly 70%) are unable to identify any youth
programs. The public relations campaign must incorporate brand visibility and brand awareness
in its strategy whereby all associated youth programs are clearly distinguished as San Antonio
Sports programs. This means strict brand mark management in all materials. The logo design
should be consistent and unaltered so as not to confuse the public. All youth program presentation
materials should clearly display and promote San Antonio Sports and its charity mission to the
extent allowed by partnership agreements.
5. In the space below, please type in a brief response on how you think San Antonio Sports funds
its youth programs. If you don't know, don't worry. Just type in don't know.
Figure 5
How does San Antonio Sports fund its youth programs?
7.6%
7.6% 23.7% Don't Know
Donations/Memberships
Corp. Donations
16.9%
Fundraisers
Grants
Sponsorships
25.4%
11.9% Taxes
6.8%
Eighty-two survey participants submitted a total of 118 responses to survey item 5. Some
participants had multiple answers. Results show that the most frequent response to identifying
how San Antonio Sports funds its youth programs was through donations/memberships (25.4%).
The second most frequent response was dont know (23.7%). Rounding out the top five responses
were grants (16.9%), fundraisers (11.9%) and sponsorships and taxes which were tied with nearly
eight percent each.
While it is true that San Antonio Sports revenue is driven by any one of these responses
or a combination thereof, only a relatively small percent actually come from private
donations/memberships. Three-quarters of all responses were for sources of revenue outside of
donations/memberships. Included in those three-quarters of responses are those who specified
corporate donations. To address this challenge, there must be an awareness campaign that
incorporates a positioning strategy that educates the public about the benefits of giving to youth
sports and fitness programs supported by San Antonio Sports. Informing the public is critical to
increasing the potential for an increase in revenue from donations/memberships.
6. Rate the level of positive impact that you think youth sports and fitness programs can have on
the health of our community.
Figure 6
Level of Positive Impact on Community Health

2%
1%
12%
No Positive Impact
Low Positive Impact
Medium Positive Impact
20%
Somewhat High Positive Impact
High Positive Impact
65%
65 percent of participants think that youth sports and fitness programs have a high positive impact
on the health of the community. Twenty percent of participants responded with a rating of
somewhat high positive impact while another twelve percent responded with a rating of medium
positive impact. One percent of participants think that youth sports and fitness programs have a
low positive impact on the health of the community while two percent responded with a rating of
no positive impact.
Findings suggest that an overwhelming number of participants agreed with secondary
research. Most participants said that youth sports and fitness programs have a high or somewhat
high level of positive impact (85%) when it comes to the health of the community. Only two
percent of participants thought that youth sports and fitness programs have no positive impact.
This means that community health may be used to position the brand in the public relations
campaign. Significant investment of resources towards educating the public on why and how
youth sports and fitness benefits the health of the community may not be necessary.
the fitness of our community.
Figure 7
Level of Positive Impact on Cummunity Fitness

2%
0%
11%
No Positive Impact
18% Low Positive Impact

69%
on the fitness of the community. Eighteen percent of participants responded with a rating of
somewhat high positive impact while another eleven percent responded with a rating of medium
positive impact. No participant thinks that youth sports and fitness programs have a low positive
impact on the fitness of the community while two percent of participants responded with a rating
of no positive impact.
Findings suggest that an overwhelming number of participants agree with secondary
research. Most participants say that youth sports and fitness programs have a high or somewhat
high level of positive impact (87%) when it comes to the fitness of the community. Only two
percent of participants think that youth sports and fitness programs have no positive impact. This
means that community fitness may be used to position the brand in the public relations campaign.
Significant investment of resources towards educating the public on why and how youth sports
and fitness benefits the fitness of the community may not be necessary.
the safety of our community.
Figure 8
Level of Positive Impact on Community Safety
4%
6%
11%
No Positive Impact
Low Positive Impact
47%
32%
on the safety of the community. Thirty-two percent of participants responded with a rating of
somewhat high positive impact while another eleven percent responded with a rating of medium
positive impact. Six percent of participants think that youth sports and fitness programs have a
low positive impact on the safety of the community while four percent responded with a rating of
no positive impact.
Findings suggest that an overwhelming number of participants agree with secondary
research. Most participants say that youth sports and fitness programs have a high or somewhat
high level of positive impact (79%) when it comes to the safety of the community. Four percent
of participants think that youth sports and fitness programs have no positive impact. This means
that community safety may be used to position the brand in the public relations campaign.
Significant investment of resources towards educating the public on why and how youth sports
and fitness benefits the safety of the community may not be necessary, but helpful since 10
percent of participants responded with a low or no positive impact rating and less than half of
participants responded with a rating of high positive impact.
9. I feel that youth sports and fitness programs can be and/or are very important to the well-being
of my child or children.
Figure 9
Important to my child's wellbeing

4%
0%
6%
Strongly Disagree
22% Disagree
Neutral
Agree
Strongly Agree
68%
most participants feel that youth sports and fitness programs are very important to the wellbeing
of their children with sixty-eight percent strongly agreeing and twenty-two percent agreeing. Six
percent of participants were neutral. The remaining four percent strongly disagreed. There were
no responses to the disagree option.
Findings overwhelmingly suggest that participants feel that youth sports and fitness
programs are important to the wellbeing of their children. With only four percent of participants
disagreeing at all, there will not be as much need to invest resources to try and convince the
public otherwise. This means more resources can be used to focus on branding and awareness.
10. I feel that youth sports and fitness programs will or already help make my community better.
Figure 10
Youth Sports ad Fitness
Make my community better

0%
2%
5%
Strongly Disagree
Disagree
Neutral
53% 40% Agree
Strongly Agree
most participants feel that youth sports and fitness programs make their community better with
fifty-three percent strongly agreeing and forty percent agreeing. Five percent of participants were
neutral. The remaining two percent disagreed. There were no responses to the strongly disagree
option.
programs help make their community better. With only two percent of participants disagreeing at
all, there will not be as much need to invest resources to try and convince the public otherwise.
This means more resources can be used to focus on branding and awareness.
11. I feel that youth sports and fitness programs are a worthwhile cause to donate my own funds.
Figure 11
Worthwhile to donate my funds
5%
5%
33%
17% Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
40%
most participants feel that youth sports and fitness programs are a worthwhile cause to donate
funds to with thirty-three percent strongly agreeing and forty percent agreeing. Seventeen percent
of participants were neutral. The remaining ten percent was split at five percent each for disagree
and strongly disagree.
programs are a worthwhile cause to donate to, but with 17 percent of responses being neutral and
another five percent each disagreeing and strongly disagreeing, the public relations campaign
should incorporate a positioning strategy to convince the public of the importance of giving to
youth sports and fitness programs.
12. Please rate the likelihood that you would donate your own funds to youth sports and fitness
programs if you knew it helped make San Antonio a healthier, fitter and safer place to live.
Figure 12
I would donate for a healthier, fitter and safer San Antonio
9%
7%
28%
Very Unlikely
Somewhat Unlikely
17% Neutral
Somewhat Likely
Very Likely
39%
twenty-eight percent of participants are very likely to donate their own funds to youth sports and
fitness programs if they knew it helped make San Antonio a healthier, fitter and safer place to
live. Most survey participants (39%) say they are somewhat likely to give. Seventeen percent are
neutral. Sixteen percent of participants say they are somewhat unlikely (7%) or very unlikely (9%)
to donate their own funds to youth sports and fitness programs if they knew it helped make San
Antonio a healthier, fitter and safer place to live.
Findings indicate that there is not a strong motivation among the majority of participants
to give to youth sports and fitness if they knew it helped make San Antonio a healthier, fitter and
safer place to live. While nearly forty percent of participants indicated that they may be somewhat
likely to give, one-third indicated that they were neutral, somewhat unlikely or very unlikely to be
motivated in this scenario. This means that the public relations campaign messaging strategy
should avoid placing a significant emphasis on the rational that youth sports and fitness programs
make San Antonio a healthier, fitter and safer place to live.
13. Please rate the likelihood that exclusive membership incentives would encourage you to
donate more of your own funds to youth sports and fitness programs.
Figure 13
Incentives encourage me to donate more
13% 15%
Very Unlikely
11% Somewhat Unlikely
Neutral
Somewhat Likely
30%
Very Likely
31%
thirty-one percent of participants are neutral when describing the likelihood that exclusive
membership incentives would encourage them to donate more of their own funds to youth sports
and fitness programs. Thirty percent answered somewhat likely and thirteen percent answered
very likely. Twenty-six percent of participants say that they are somewhat unlikely (11%) or very
unlikely (15%) to be encouraged to donate more to youth sports and fitness programs if there
were exclusive membership incentives.
Findings show that exclusive membership incentives are a relatively weak motivating
factor for giving more to youth sports and fitness programs. The majority of participants (57%)
said they were neutral, somewhat unlikely or very unlikely to give more if there were exclusive
membership incentives. Only thirteen percent said they were very likely to give more in this
scenario. This means that efforts to incentivize as a tactic in the public relations campaign should
involve limited investment of resources since the return may not justify the expense.
programs even if there was no direct benefit to you or your child or children at this time.
Figure 14
I would donate with no direct benefit
15% 11%
11%
Very Unlikely
Somewhat Unlikely
Neutral
Somewhat Likely
Very Likely
35%
28%
thirty five percent of participants are somewhat likely to donate their own funds to youth sports
and fitness programs even if there was no direct benefit to them or their children at this time.
Twenty-eight percent of participants answered neutral while fifteen percent say they are very
likely to donate in this scenario. Twenty-two percent of participants say they are somewhat
unlikely (11%) or very unlikely (11%) to donate their own funds to youth sports and fitness
programs even if there was no direct benefit to them or their children at this time.
Findings show that half the participants are to some degree likely to donate to youth
sports and fitness programs regardless of receiving any direct benefit. In fact, only twenty-two
percent of participants responded that they would be somewhat or very unlikely to donate in this
scenario. This means that there is significant opportunity for growth. Public relations efforts
should focus on shifting the twenty-eight percent neutral rate towards the somewhat likely and
very likely range. This can happen with a priority focus on awareness, branding and positioning
strategies.
15. Please rate the probability that you would visit the website of an organization or business if its
content includes updated and/or interactive video.
Figure 15
Updated/Interactive Video
More likely to visit an organization's website
12% 13%
7%
Definitely Not
Probably Not
Not Sure
Probably
Definitely
21%
47%
fifty-nine percent of participants would definitely (12%) or probably (47%) visit the website of an
organization or business if its content includes updated and/or interactive video. Twenty-one
percent say they are not sure. Twenty percent of participants say they would probably not or
definitely not visit the website of an organization or business if its content includes updated
and/or interactive video.
Findings show that updated and/or interactive video content would more probably than
not attract the public to visit an organizations website. This means that the public relations
campaign should incorporate video production as a means to increase exposure. This is an
especially plausible approach given the video and graphic production assets already in place at
San Antonio Sports.
16. Please select one of the choices below that best represents your first source for news and/or
events about an organization or business.
Figure 16
Company News and Events
My first source
15%
1%
39% E-mail
Website
18% Facebook
Twitter
None of the above
27%
thirty-nine percent of participants use e-mail as their first source for news and/or events about an
organization or business. Following e-mail as the number one source are an organizations
website (27%), Facebook (18%), and Twitter (1%). Fifteen percent of participants say that none
of the options presented are their first source for news and/or events about an organization or
business.
Findings suggest that a coordinated message dissemination strategy should start from e-
mail communications. It will be important to utilize and build upon e-mail lists that include
opinion leaders throughout the community. An e-mail communications campaign can be the main
catalyst to driving traffic to the San Antonio Sports website and its social media channels. Non-
digital means of communications should also be incorporated into the tactical plan to address the
fifteen percent of participants who may not use electronic means as their first source for news.
This is an opportunity to take advantage of traditional media channels such as direct mail and
other print materials like brochures and postcards.
A. Please select the term that best identifies your gender.
Figure A
Gender
2%
33%
Male
Female
Prefer Not to Answer
65%
Eighty-two survey participants submitted responses to survey item A. Results show that
sixty-five percent of participants identified themselves as female and thirty-three percent
identified themselves as male. Two percent of participants said they prefer not to answer.
Findings show that there was nearly double the amount of females that participated in the
survey than males. There were no specific publics targeted for the public relations programming
based on gender, however this metric may be helpful for future analysis and planning.
B. Please select the statement that best identifies your family status.
Figure B
Family Status
Married parent/guardian with a child or

26% children in grade(s) K-5
Married parent/guardian with a child or

children not in grade school yet or
beyond grade(s) K-5, up to 12th grade
Single parent/guardian with a child or
children in grade(s) K-5
59% Single parent/guardian with a child or

11% children not in grade school yet or
beyond grade(s) K-5, up to 12th grade
2% None of the above
2%
Eighty-two survey participants submitted responses to survey item B. Results show that
most participants (59%) answered none of the above when selecting the statement that best
identifies their family status. Twenty-six percent say they are a married parent/guardian with a
child or children in grade(s) K-5 while eleven percent say they are a married parent/guardian
with a child or children not in grade school yet or beyond grade(s) K-5, up to 12th grade. Two
percent of participants say they are a single parent/guardian with a child or children in grade(s)
K-5 while another two percent say they are a single parent/guardian with a child or children not
in grade school yet or beyond grade(s) K-5, up to 12th grade.
Findings show that while the intention of the survey was to target those individuals who
are either married or single with children in grades K-5, a majority of participants identified their
family status as that of neither being a single or married parent with children (59%) or as being a
married or single parent with children that are not yet in grades K-5 or who are beyond grades K-
5 (13%). However, when assessing the overall results of the survey, the findings of item B
suggest that targeting individuals with specific family statuses may have very little impact on the
outcome of the public relations campaign. This is evident in findings that suggest general support
from survey participants for youth sports and fitness programs regardless of family status.
C. Please select the term that best identifies the field you work in or support.
Figure C
Occupation and Support Work
17%
38% Education (grade school)

Health and wellness
Safety and security
Other
None of the above
29%
1% 15%
Eighty-two survey participants submitted responses to survey item C. Results show that
thirty-eight percent of participants work in or support the education field (grade school). Fifteen
percent say they work in or support the health and wellness field while one percent of participants
say they work in or support the safety and security field. Twenty-nine percent of participants
selected the other field indicating that they do not work or support the education, health and
wellness or safety and security fields, but may be employed in another field. Seventeen percent of
participants answered none of the above indicating that they may not be employed for any of a
number of reasons such as being retired or disabled.
Findings show that while the intention of the survey was to target those individuals in the
education, health and wellness, and safety and security fields, close to half of the participants
(46%) work in or support a field outside of these target publics. However, when assessing the
overall results of the survey, the findings of item C suggest that targeting those in specific
occupations may have very little impact on the outcome of the public relations campaign. This is
evident in findings that suggest general support from survey participants for youth sports and
fitness programs regardless of the field they work in or support.
D. Do you own real estate as a homeowner or business owner? Please select the best answer.
Figure D
Real Estate Ownerhship
29%
Yes, Im a homeowner
Yes, Im a business owner
Yes, Im both a homeowner and a

business owner
58%
No, Im neither a homeowner nor a
5% business owner, but I do own real estate
No, Im neither a homeowner nor a
6% business owner and I own no real estate
2%
Eighty-two survey participants submitted responses to survey item D. Results show that
the majority of participants own real estate as a homeowner and/or a business owner. Fifty-eight
percent say they are a homeowner. Two percent say they are a business owner. Another six
percent say they are both a homeowner and a business owner. Five percent of participants say
they are neither homeowners nor business owners, but do own real estate. Twenty-nine percent
say they are neither homeowners nor business owners and do not own any real estate.
Findings show that an overwhelming majority (71%) of participants own property,
whether as a homeowner, business owner and/or owner of real estate in general. This is important
to the public relations campaign positioning strategy. Secondary research supports that giving to
youth sports and fitness programs means a safer community to do business in and it
means giving youth an alternative to potentially spending their time committing property
crimes.
E. Please select the choice that includes the term that best describes the area of San Antonio
where you live.
Figure E
Geography
Where I live
11% North, Northeast, Northwest
5%
South, Southeast, Southwest
5%
2% East
47%
West
Downtown San Antonio
30% I live outside of the San Antonio

area
Eighty-two survey participants submitted responses to survey item E. Results show that
forty-seven percent of participants describe the area of San Antonio where they live as north,
northeast, or northwest. Thirty-percent describe the area where they live as south, southeast or
southwest. Five percent answered west and another five percent answered Downtown San Antonio
while eleven percent of participants describe the area of San Antonio where they live as outside of
the San Antonio area.
Findings reflect that survey participants were not an especially diverse set in terms of the
area of San Antonio they live in. Nearly half of the participants live on the north, northeast or
northwest side and nearly a third live on the south, southeast or southwest side. This survey did
not capture a significant percentage of participants who reside on the west, east or downtown
areas. Those who say they reside outside of the San Antonio area are likely residents of the San
Antonio metropolitan area living in another municipality since survey eligibility was limited to
those who reside in the San Antonio area. When assessing the overall results of the survey, the
findings of item E suggest that targeting those in specific geographic areas may have very little
impact on the outcome of the public relations campaign. This is evident in findings that suggest
general support from survey participants for youth sports and fitness programs regardless of
where they live.
F. Please mark the number range that best represents your age.
Figure F
1% Age
2% 6%
20% 18-24
20%
25-34
35-44
45-54
55-64
65 or Above
27% Prefer Not to Answer
24%
Eighty-two survey participants submitted responses to survey item F. Results show that
twenty-seven percent of participants say their age range is from 45-54. Twenty-four percent say
their age range is from 35-44. Twenty percent of participants say their age range is from 55-64
with another twenty percent saying 25-34. Six percent say their age range is from 18-24 and two-
percent say their age range is 65 and over. One percent of participants preferred not to answer.
Findings reflect a diverse age group of survey participants, especially among those
between the ages of twenty-five and sixty-four. Forty-four percent of participants say their age
range is 25-44 while three percent more say their age range is between forty-five and sixty-four.
When assessing the overall results of the survey, the findings of item F suggest that targeting
those in specific age groups may have very little impact on the outcome of the public relations
campaign. This is evident in findings that suggest general support from survey participants for
youth sports and fitness programs regardless of age.
Formal Statement of Problem
In the preliminary analysis, evidence suggested that the San Antonio Sports
charity brand is suffering from low brand awareness related to being overshadowed by
the organizations sports commission brand and to low brand visibility. A primary
analysis corroborates the problem of low brand awareness. However, this same analysis
shows that the sports commission brand of the organization only slightly overshadows the
charity brand while lack of brand recognition of the organization as a whole is shown to
be the main culprit. Therefore, public relations efforts should focus on brand awareness,
but need not emphasize efforts to differentiate the San Antonio Sports charity brand from
its sports commission brand.
In the preliminary analysis the San Antonio Sports charity brand was also cited as
being weak because of misconceptions that include the impression that San Antonio
Sports uses profits to fund its youth sports and fitness programs and that San Antonio
Sports is supported by local taxes. Contrary to these findings, a primary analysis revealed
that the number one response on how people think San Antonio Sports pays for its youth
programs is through donations/memberships. No one cited profits as their answer and
only about eight percent of survey participants said taxes, making it one of the least cited
answers. Nearly twenty-four percent answered dont know. Therefore, while it will be
necessary to engage in an education campaign about the importance of
donation/membership dollars to fund San Antonio Sports youth sports and fitness
programs, there need not be an emphasis on differentiating various revenue streams.

PLANNING
Goal
The goal of the San Antonio Sports charity brand campaign is to increase
donations and memberships through strategic brand awareness, visibility and positioning
efforts that show San Antonio Sports at work in helping kids live active and healthy
lifestyles with places to play and events that impact.
Positioning
Primary research reveals that among all publics there is overwhelming consensus
that youth sports and fitness is important to the communitys health, fitness and safety.
Furthermore, they feel that youth sports and fitness is important to their children. San
Antonio Sports must leverage this positioning to build awareness about its own youth
sports and fitness charity brand. The great news is that the San Antonio Sports vision
to have healthy kids, places to play and events that impactis well in line with this
sentiment. Therefore, the San Antonio Sports charity brand campaign title and slogan will
be: The San Antonio Sports Road TripA Drive for Active and Healthy Kids.
Messages
Spokespersons
San Antonio Sports efforts to build awareness for its youth sports and fitness
charity brand and encourage all publics to give on an individual basis either as a member
or donor will leverage the help of athletes; business, political and community leaders; and
parents and their children that benefit from participating in San Antonio Sports youth
sports and fitness programs.

First, San Antonio Sports will leverage relationships it holds with local sports
celebrities via its San Antonio Sports Hall of Fame connections as well as its professional
connections with various local sports entities such as the San Antonio Spurs. The
principles of ethos will be applied in formulating their messaging to all publics.
Individuals who will be approached will not only be recognized in the community for
their athletic efforts, but also recognized as credible sources for their efforts in
contributing to the communitys well-being, including support for San Antonio Sports.
Such individuals will include Marie Ferdinand-Harris, a WNBA all-star who played for
the San Antonio Silver Stars, former Spurs players and San Antonio Sports hall of famers
Bruce Bowen, Sean Elliot and David Robinson, and others from various sports.
Second, San Antonio Sports will leverage existing relationships the organization
has with business, political and community leaders. The principles of ethos will be
applied in formulating their messaging to all publics. Among those who will be
approached will be Julin Castro, mayor of San Antonio, for his work in transforming
San Antonio into a healthier and more active community through his appointed Mayors
Fitness Council. Coaches and coordinators who are actively involved in San Antonio
Sports youth sports and fitness programs will also be asked to participate.
Finally, San Antonio Sports will approach parents and children who benefit from
participating in San Antonio Sports youth sports and fitness programs to provide
testimonials reflecting on how San Antonio Sports has helped their lives in terms of
health and fitness and how they feel about the programs they participate in. The
principles of logos will be applied to parents messaging and the principles of pathos will
be applied to childrens messaging.

The following message samples have been formulated under the principles of
ethos, logos and pathos.
Ethos Appeal
S a n A n to n io S p o rts H a ll o f F a m e rs a n d o th e r a th le te s
Im proud to be associated with an organization that recognizes the power of sport
and the positive impact it has on our kids. San Antonio Sports charity cause for youth
sports and fitness reaches thousands of elementary kids all across the San Antonio
community. Giving to San Antonio Sports is worthwhile and will help it continue to grow
and reach even more youth. Already, their Dreams for Youth afterschool program is
helping expose hundreds of underserved youth to sports they may not otherwise have
access to. The San Antonio Sports Road TripA Drive for Active and Healthy Kids event
is a great chance for residents to get out and learn about what Ive had the great privilege
of being involved inthe San Antonio Sports organization and the work it does for the
health and fitness of our kids.
B u s in e s s , p o litic a l a n d c o m m u n ity le a d e r s
San Antonio Sports is a charity organization whose vision is to have healthy
kids, places to play and events that impact. Their youth sports and fitness programs
bring this vision to life and are in line with the Mayors Fitness Councils mission of
transforming San Antonio into a more active and healthy community. The San Antonio
Sports Road TripA Drive for Active and Healthy Kids event is a great opportunity for
area residents to get out and learn about San Antonio Sports and give to a cause thats
good for us allthe health and fitness of our kids.

Logos Appeal
P a re n ts
San Antonio Sports has been there for my child/children where I just didnt have
the means to be. Their free youth sports and fitness events like the San Antonio Sports
Valero Go!Kids Challenge and the Dreams for Youth afterschool program have made it
easy for me to be involved with my child/childrens health and fitness. I think that all the
children in our community deserve these opportunities so I know the importance of
giving to San Antonio Sports. The San Antonio Sports Road TripA Drive for Active and
Healthy Kids event is a great way for everyone to get out and learn about San Antonio
Sports and the reward of being able to give to its youth sports and fitness cause.
Pathos Appeal
C h ild r e n
San Antonio Sports Dreams for Youth afterschool program lets me have fun and
be healthy! I get to play new sports with the other kids and they give us free water with
healthy snacks. I like it better because at home it can be boring inside.
Objectives
Impact
In fo rm a tio n a l
1) To increase the San Antonio Sports youth sports and fitness charity brand recognition
by at least 25% among all publics between April 2013 and the August 2013.
2) To increase San Antonio Sports youth sports and fitness brand event identification of
at least one San Antonio Sports youth sports and fitness program by at least 20%
among all publics between April 2013 and August 2013.

B e h a v io r a l
3) To stimulate an increase in individual membership levels by at least 50% of March
2013 levels among all publics between April 2013 and August 2013.
4) To raise at least $10,000 in donations among all publics between April 2013 and
August 2013.
5) To persuade at least 700 individuals among all publics to register to win the San
Antonio Sports Road to Fame Internet Contest between April 2013 and August 2013.
6) To stimulate an increase in traffic by at least 20,000 hits to the San Antonio Sports
website between April 2013 and August 2013.
Output
7) To have the San Antonio Sports Road Trip Event visit at least 25 different sites across
the San Antonio area including San Antonio Sports events, the San Antonio Zoo and
local parks and recreation centers between April 2013 and August 2013.
8) To visit at least 25 different H.E.B grocery store locations between April 2013 and
August 2013.
9) To distribute at least 7,000 San Antonio Sports Road to Fame Internet Contest
refrigerator magnets among all publics between April 2013 and August 2013.
10) To send one news release per week to each of the major TV and print media outlets in
San Antonio between April 2013 and August 2013.

Effective Communications Principles
The San Antonio Sports Road Trip campaign will apply eight principles of
communication to its strategy and tactics. These principles include source credibility,
salient information, effective nonverbal cues, effective verbal cues, two-way
communication, opinion leaders, group influence, and audience participation.
Source Credibility
The San Antonio Sports Road Trip campaign will call on a number of individuals
to act as spokesperson for promoting the organizations cause. Youth sports and fitness is
already a cause that is supported among the general public so it is important that San
Antonio Sports build itself as the face and voice of that cause for all youth in the San
Antonio area. Among those individuals who will represent the San Antonio Sports cause
are those who already know the organization and who are viewed as credible sources in
the arena of youth sports and fitness. They include San Antonio Sports Hall of Famers
and local athletes from various sports; local business, political and community leaders;
and parents and children who benefit from the various San Antonio Sports youth sports
and fitness programs.
Source credibility will also be enhanced through sponsors of the San Antonio
Sports Road Trip Event giveaway. San Antonio Sports will negotiate
sponsorships/partnerships with H.E.B. and Coca-Cola Dasani Watertwo well-known
and trusted brandsto give away bottled water and to giveaway fruit as refreshments at
each road trip event. Sponsorships/partnerships will also be negotiated with the San
Antonio Parks and Recreation Department and the San Antonio Zoo to further enhance
credibility through association.

Salient Information
The San Antonio Sports Road Trip campaign will go out to those places where
parents and their children practice living active and healthy lifestyles. These same places
will also include members from other publics who know the importance of youth sports
and fitness. A partnership will be negotiated with the San Antonio Parks and Recreation
Department to bring the San Antonio Sports Road Trip Event to parks and recreation
centers all across the San Antonio area. Other partnership negotiations will include the
San Antonio Zoo and San Antonio Sports own events that include the San Antonio Sports
Valero Go!Kids Challenge Field Day and the San Antonio Sports Fit Family Challenge.
The time of year will also be crucial to the saliency of the message. The San Antonio
Sports Road Trip campaign will take place during spring and summer when people tend
to be more active and when parents are spending more time with their children. The time
and places for the campaign will enhance the saliency of the San Antonio Sports Road
Trip overall messageA Drive for Active and Healthy Kids.
Nonverbal Cues
The San Antonio Sports Road Trip campaign will be communicated through a
number of non-verbal forms. The San Antonio Sports brand logo and slogan will be
visible on the San Antonio Sports brand-wrapped cargo van; sponsorship, announcement
and education material including banners, display panels and refrigerator magnets; and
volunteers and staff who will be running each event wearing their branded t-shirts. The
setting will be at local parks, recreation centers, the zoo, and San Antonio Sports events
that will include an activity zone to keep active, an education zone to learn about San
Antonio Sports and a giveaway zone featuring free bottled water and fresh fruit.
Verbal Cues
The San Antonio Sports Road Trip will feature messages that are short and simple
using the principles of ethos, logos and pathos. The messages will be communicated in a
fun and active tone that both children and adults can understand. All messages will be
focused on the benefits of San Antonio Sports youth sports and fitness programs in order
to build a strong association between youth sports and fitness in general and the San
Antonio Sports charity brand. Messages will also incorporate the campaign title and
sloganThe San Antonio Sports Road TripA Drive for Active and Healthy Kids.
Two-Way Communication
The San Antonio Sports Road Trip campaign will rely heavily on two-way
communication beginning with the San Antonio Sports Road Trip Event. The event will
travel across the San Antonio area to meet residents that include all publics on a face-to-
face basis. Dedicated volunteers and staff will be able to discuss the San Antonio Sports
youth sports and fitness programs and sell residents on the benefits of becoming
individual members/donors of the organization.
Next, two-way communication will be encouraged through participation in the
San Antonio Sports Road Trip to Fame Contest. The contest will be based on a point-
system that accounts for a participants level of interactivity with the San Antonio Sports
youth sports and fitness brand whether online, going to San Antonio Sports events or
even referring others to participate.
Opinion Leaders
San Antonio Sports will reach out to San Antonio Sports Hall of Famers and other
athletes; business, political and community leaders; and coaches, coordinators and
parents who are actively involved with San Antonio Sports youth sports and fitness
programs. Their participation as spokespersons will be a great compliment to their role in
spreading the word to others in their respective communities about San Antonio Sports
youth sports and fitness programs and the San Antonio Sports Road Trip campaign.
Group Influence
San Antonio Sports will reach out to community groups with a heavy focus on
homeowners associations across the San Antonio area to help spread the word about the
San Antonio Sports Road Trip Event coming to their neighborhood parks.
Audience Participation
San Antonio Sports is taking its youth sports and fitness charity brand campaign
to the people. The San Antonio Sports Road Trip campaign will visit parks, recreation
centers, the San Antonio Zoo and San Antonio Sports events so that people can come and
interact with the brand. They will be able to participate in a sports activity zone, learn
about the organization in a San Antonio Sports education zone, enjoy giveaways in the
form of healthy refreshments to include water and fresh fruit, talk directly with San
Antonio Sports volunteers and/or staff members and even register to participate in the
San Antonio Sports Road to Fame Contest where theres even more activities waiting for
them. The contest will allow registrants to earn points based on their level of participation
with the San Antonio Sports youth sports and fitness brand and on how many others they
can get involved with their efforts.

Strategies
1) Create a mobile interactive event that can easily take the San Antonio Sports youth
sports and fitness charity brand into communities across the San Antonio area to increase
band awareness and visibility.
2) Create incentives for the public to attend the mobile event and to continue interacting
with the San Antonio Sports youth sports and fitness charity brand after they leave the
event.
3) Create an educational component that rewards the public for participating and getting
others involved with the campaign.
4) Leverage existing relationships with celebrities, leaders and parents to enhance news
appeal and promote the San Antonio Sports youth sports and fitness charity brand
campaign and the benefits of giving to the cause.
5) Devise road trip marketing opportunities that can further enhance exposure of the San
Antonio Sports youth sports and fitness charity brand.
Tactics
The San Antonio Sports Road Trip Event
The San Antonio Sports Road Trip is a campaign geared to bring San Antonio
Sports out to the people of Bexar County. The San Antonio Sports cargo van will be the
centerpiece of the campaign as it functions as a mobile billboard traveling throughout
the San Antonio and surrounding areas with its full vehicle body brand wrap featuring the
distinctive and attractive San Antonio Sports logo. A San Antonio Sports Road Trip
vehicle decal will be added for campaign exposure (See logo design in Appendix E,
Figure 2). This will help build visibility across the community as the vehicle makes its
way across the San Antonio and surrounding areas. The San Antonio Sports Road Trip
includes stops all across Bexar County at places and events where people engage in
activities that reflect active and healthy lifestyles. This includes the San Antonio Sports
Valero Go!Kids Challenge Field Day, the San Antonio Sports Fit Family Challenge, local
parks and recreation centers, and the San Antonio Zoo. Each of these stops will feature
attractions that include an activity zone, a San Antonio Sports education zone, a
contest/member registration zone, and a giveaway zone geared at encouraging the
community to engage with the San Antonio Sports youth sports and fitness brand.
The event will be designed so that all the materials, equipment, furniture, props
and free product needed for execution can be transported in the cargo van. For increased
exposure, a sponsorship deal will be worked out with H.E.B. to supply fresh fruit that
will be used as part of the giveaway at the road trip events. Prior to arriving at each event
location, the San Antonio Sports cargo van will make a stop at a nearby H.E.B.
supermarket to pick up fresh fruit. This is a great marketing opportunity for both San
Antonio Sports and for H.E.B. The stores high traffic and trusted name will enhance
exposure and credibility. San Antonio Sports will negotiate an arrangement whereby San
Antonio Sports Road to Fame Internet Contest promotional refrigerator magnets can be
passed out to H.E.B. customers along with a flyer announcing the San Antonio Sports
Road Trip Event schedule and details about the San Antonio Sports Road Trip to Fame
Internet Contest (See contest logo design in Appendix E, Figure 3).
After picking up fresh fruit from H.E.B., the cargo van will make its way to that
days event location. The San Antonio Sports van will park and unload its cargo in a
designated high visibility area measuring approximately 60 feet wide by 50 feet long.
Set-up will be simple. There will be three tables with chairs and associated sponsor and
announcement banners, three stanchions with associated sponsor banners, equipment and
supplies for up to three fun sports activities, five easels with associated educational
panels, marketing and promotional materials including the promotional road trip magnets,
contest registration cards and donation/membership cards. The free water and fresh fruit
will also be unloaded and arranged near the designated giveaway zone tables. The cargo
van crew will be two with other volunteers and staff joining them independently. There
will be three sponsors that are tentatively set as the San Antonio Parks and Recreation
Department, H.E.B and Coca-Colas Dasani bottled water whose names will be featured
on the banners. This will enhance credibility of the event with the association of trusted
brands. San Antonio Parks and Recreation will share their banner space with the San
Antonio Sports Road Trip logo.
Once set-up is complete the event will begin and last approximately three hours
wrapping up just before dark. The cargo van will function as the main attraction that gets
the publics attention. The public will then be encouraged to approach the San Antonio
Sports Road Trip Event with two of the stanchion sponsor banners announcing free water
and fresh fruit respectively. The third stanchion will feature an announcement to register
for the San Antonio Sports Road Trip to Fame Contest to win a San Antonio Spurs
Experience.
As the public continues to approach the event, they will notice the activity zone,
especially if they have kids. This zone is meant to attract kids who can then bring their
parents. It keeps the kids busy and gives parents a chance to learn more about the Road
Trip.
As the public enters the event and passes the activity zone, the first table they will
be greeted at will be the contest /membership registration table. The public will then be
encouraged to learn about San Antonio Sports youth sports and fitness programs at the
education zone right behind them. There will be five display panels highlighting the
various San Antonio Sports youth sports and fitness programs and their impact on the
community. For those who register for the contest, the education panels will be one of
their first chances to earn points. From the contest/membership registration table the
public may either visit the education zone or they may move to the next two tables where
there will be free water and free fruit. As the public exits the event, the cargo van will
serve as brand reinforcement with its body brand wrapping and road trip contest decal
being the last impressions the public sees as they leave.
The San Antonio Sports Road to Fame Internet Contest
The San Antonio Sports Road Trip Event is only the first step of engagement with
the San Antonio Sports brand. At the contest/membership registration table the public
will receive a promotional refrigerator magnet that announces the San Antonio Sports
Road Trip to Fame Internet Contest and provides the San Antonio Sports website address
where they can register to play. These are the same magnets that will be given away at
the H.E.B. stores visited prior to each stop. The contest will be a points-based system
where participants earn points based on their level of engagement with the San Antonio
Sports youth sports and charity brand and on the amount of people they are able to get
involved with the organization. The individual who accrues the most points by the end of
September will win a San Antonio Spurs Experience that includes meeting a San Antonio
Sports Hall of Famer who played for the Spurs and a family four-pack of lower-level
tickets to watch the San Antonio Spurs in action at a home game. The Spurs are a great
hook in attracting participants because of their local popularity. The individual who
comes in with the second-highest point total will win a $500 gift card and the individual
who comes in with the third-highest point total will win a $250 gift card. A sponsor will
be sought; otherwise there will be a selection of gift cards to choose from.
Registration for the contest will be free. Participants will fill out and submit a
contest registration form that asks for the individuals name, e-mail address, phone
number, mailing address, gender, ethnicity and birth year. Participants can do this in
person at the event or online. Those who register in person will receive instructions via e-
mail. The participant will then be able to create an online profile where they can log in
and play. Points will be tracked and recorded online. One way to earn points will be to
correctly answer daily quiz questions where the participant will engage in a scavenger-
type search of the San Antonio Sports website to learn more about San Antonio Sports
youth sports and fitness programs and how local youth benefit. Similarly, points will be
earned via weekly interactive video quizzes. Points will be earned through other means of
participation as well. The more the participant donates to San Antonio Sports as a donor
or member the more points they earn. Attending San Antonio Sports events are yet
another opportunity to earn points. Still others ways to earn points are by referring others
to San Antonio Sports events, including the San Antonio Sports Road Trip events. A viral
video contest showcasing user-generated spots between 30 seconds and one minute long
about the benefits of participating in youth sports and fitness programs will allow
participants to earn as many points as they can get people to watch their spot within 30
days of the posting. The video will be submitted to San Antonio Sports and posted on the
San Antonio Sports YouTube channel and website with a San Antonio Sports youth
sports and fitness promotional spot appearing prior to each video. This will give the
organization even more exposure as people click to watch. Participants will also be
encouraged to post their San Antonio Sports Road Trip video spot on Facebook and a link
to the video on Twitter. In sum, the more a contest participant participates and refers the
more points they accrue towards being the highest point-earner and winning the San
Antonio Sports Road to Fame Internet Contest. The winner will be notified by mid-
September 2013 and invited to the San Antonio Sports Hall of Fame Golf Classic in
October 2013 where they will be recognized.
Media Coverage
The San Antonio Sports communications staff has done an incredible job in
building media relations with most, if not all, the major TV and print media outlets
throughout the San Antonio area. In order to be consistent with the organizations
existing information and media efforts the San Antonio Sports Road Trip campaign will
use the existing San Antonio Sports media and information kit to disseminate campaign
information to the media and other partners. Campaign materials that will be added to the
kit include the refrigerator magnet featuring the San Antonio Sports Road Trip logo and
the call to action to register to win a San Antonio Spurs Experience; the San Antonio
Sports Road Trip event schedule with scheduled spokesperson appearances; and the San
Antonio Sports Road to Fame Internet Contest information sheet. A weekly news release
will be sent to the major TV and print media outlets in San Antonio between April 2013
and August 2013 announcing that weeks scheduled event locations and spokesperson.
Additionally, local media reporters for both Spanish and English TV and print
news media will be approached to do a weekly youth sports and fitness education spot.
For TV, the spot will be taped at the prior weeks road trip event. Video production
support will be offered, if needed, to avoid tying up resources at the TV stations.

COMMUNICATION
Timing
The San Antonio Sports Road Trip campaign will kickoff in April and close in
August, lasting 16 weeks. People tend to be more active during spring and summer as
warmer weather and vacation time kicks in, especially for the kids during summer. This
is a prime opportunity to go out into the community to places where people are active and
looking to keep themselves fit and healthy. Fittingly, the San Antonio Sports Road Trip
will kickoff at the San Antonio Sports Valero Go!Kids Challenge where the expected
attendance will be three thousand. The road trip will then travel to one location every
Saturday and Sunday thereafter through August. Locations will include parks and
recreation centers and up to three visits to the San Antonio Zoo. The finale of the
campaign will take place at the final San Antonio Sports Fit Family Challenge event in
August. The 16-week duration of the campaign will provide broad exposure to San
Antonio and surrounding areas and allows contest participants to learn about the
organization through interactivity and to carry the San Antonio Sports Road Trip
campaign message to a greater number of people across the San Antonio area. There may
be up to 33 road trip events throughout the campaign if all goes well. However, the
campaign objective is to execute at least 25 events in case there are unforeseen issues
such as bad weather.
Message Pattern
The San Antonio Sports Road Trip campaign message strategy will follow a
pulsing pattern. The overall message will follow a regular schedule throughout the 16-
week campaign, but only on Saturdays and Sundays when more people are out and about.
Calendar
Tactics Timeline Frequency
Schedule times and dates

with San Antonio Parks
Between now and March 1, 2013 N/A
and Recreation and with
San Antonio Zoo
Negotiate Sponsorships Between now and March 1, 2013 N/A
Schedule Spokespersons Between now and March 1, 2013 N/A
Schedule Volunteer,
Intern and Staff Time
Shop/Negotiate/Select
Contest Administrator
April August 2013
Road Trip Event Specific dates TBD-Pending event Every Saturday and Sunday
scheduling for Go!Kids and Fit family *Subject to weather conditions
Challenge for 2013
April August 2013
Road Trip Contest Specific dates TBD-Pending event On-going
scheduling for Go!Kids and Fit family
Challenge for 2013
April August 2013
Spokesperson Specific dates TBD-Pending event Every Saturday and Sunday
scheduling for Go!Kids and Fit family * Based on availability
Challenge for 2013
April August 2013
News Release Specific dates TBD-Pending event Every Friday
scheduling for Go!Kids and Fit family
Challenge for 2013
April August 2013
Every Saturday or Sunday
Youth Sports and Fitness Specific dates TBD-Pending event
*Based on availability
News Spot scheduling for Go!Kids and Fit family
Challenge for 2013
Notify Contest Winner By mid-Septemeber N/A
Announce Contest
October 2013
Winner at SAS Hall of N/A
Date TBD
Fame Golf Classic
Budget
The San Antonio Sports Road Trip campaign will have a fixed allocated budget.
Negotiations with sponsors will include cost sharing on the products they supply and on
any promotional material on which their name appears, including banners and the
refrigerator magnets. Staffing of the events will include volunteers, interns and San
Antonio Sports staff. Sponsors may also provide there own staff in place of those from
San Antonio Sports at their discretion and cost. Negotiations will occur to provide
sponsored boxed meals for all staff.
The San Antonio Sports Road Trip Campaign Budget
ITEM COST
Cargo Van $3,050
Gas and Maintenance $3,000
Promotional Decals $50
Event Set-up $300
3 Tables Supplied
12 Chairs Supplied
6 Banners @ $75 ea., $450 less $200 paid by sponsors $250
3 Stanchions Supplied
5 Easel stands Supplied
5 Posters $50
5 Mounting Boards Supplied
Sports Activities-Equipment/Supplies Supplied

Marketing Materials/Supplies $3,300
Refrigerator Magnets @ $2,000/8,000 less $800 paid by sponsors $1,200
Contest Registration Forms- Sponsorship negotiation to cover excess $50
Event Staff Branded T-shirts- Sponsorship negotiation to cover excess $1,000
Donation/Membership Forms $50
Bottled Water- Sponsorship negotiation to cover excess cost or cover full $500
Fresh Fruit- Sponsorship negotiation to cover excess cost or cover full $500
Public Relations Material $50
Media/Information Kit $50
Contest Administration $3,000
Graphic Design (In-House) $150
Video Production (In-House) $150
Total $10,000
EVALUATION
Evaluation
The effectiveness of the San Antonio Sports Road Trip campaign will be
evaluated based on whether the 10 stated objectives were met. This will be accomplished
by comparing these objectives to actual results of the campaign due by mid-September
2013 in the areas specified by the objective.
For all informational impact objectives, a pre-campaign survey will be executed in March
2013 and a post-campaign survey executed in August 2013. The results of the two
surveys will be compared to determine campaign effectiveness. The surveys will be
executed in the same manner as described in the next paragraph.
A short 10-minute online survey will be conducted with a snowball convenience and
convenience sample that includes at least 150 adult subjects. The surveys will target
individuals who care for a child(ren) in grade(s) K-5, ages 18 and up; lives in the South,
East, West or Downtown sides of San Antonio; works in or works in support of a
profession in the education (grade school), health and wellness or public safety fields;
and/or who is a homeowner and/or business owner in the South, East, West or Downtown
sides of San Antonio. However, the survey will be open to anyone who lives in and
around the San Antonio area, ages 18 and up.
Behavioral impact objectives and output objectives will be evaluated based on
tracking reports that will be measured from April 2013 to August 2013.
Impact Objectives
In fo rm a tio n a l
1) Results from the August 2013 post-campaign survey will be compared to the results of
the March 2013 pre-campaign survey to evaluate whether there was an increase in San
Antonio Sports youth sports and fitness charity brand recognition by at least 25%
among all publics.
2) Results from the August 2013 post-campaign survey will be compared to the results
of the March 2013 pre-campaign survey to evaluate whether there was an increase in
San Antonio Sports youth sports and fitness brand event identification of at least one
San Antonio Sports youth sports and fitness program by at least 20% among all
publics.
B e h a v io r a l
3) Membership levels will be measured in March 2013 and September 2013 and the
results compared to evaluate whether there was an increase in individual membership
levels by at least 50%.
4) Donations will be tracked between April 2013 and August 2013 to determine whether
at least $10,000 in donations was raised among all publics.
5) Contest reports will be evaluated post campaign to determine whether at least 700
individuals among all publics were persuaded to register to win the San Antonio Sports
Road to Fame Internet Contest between April 2013 and August 2013.
6) Analytic reports will be evaluated post campaign to determine whether there was an
increase in traffic by at least 20,000 hits to the San Antonio Sports website between
April 2013 and August 2013.
Output
7) Final tracking reports will be assessed to determine whether the San Antonio Sports
Road Trip Event visited at least 25 different sites across the San Antonio area including
San Antonio Sports events, the San Antonio Zoo and local parks and recreation centers
between April 2013 and August 2013.
8) Final tracking reports will be assessed to determine whether at least 25 different H.E.B
grocery store locations were visited between April 2013 and August 2013.
9) Final tracking reports will be assessed to determine whether at least 7,000 San Antonio
Sports Road Trip refrigerator magnets were distributed among all publics between
10) Final tracking reports will be assessed to determine whether one news release per
week was sent to each of the major TV and print media outlets in San Antonio between

REFERENCE
References
Ainsworth, D. (2011). Why do some causes raise more money than others? Third Sector.
<http://thirdsector.thirdsector.co.uk/2011/07/26/why-do-some-causes-raise-more-
money-than-others/>
Carmichael, D. (2008). Youth Sport vs. Youth Crime: Evidence that youth engaged in
organized sports are not likely to participate in criminal activities. Active Healthy
Links Inc. http://www.imspa.co.uk/news/docs/132_Sport%20and%20Crime.pdf
Hendrix, J.A., & Hayes, D.C. (2010a). Fraternal Order of Eagles increase understanding
and awareness. In J.A Hendrix & D.C. Hayes (Eds.), Public Relations Cases (8th
Ed.), (pp. 123-130). Boston, Ma.: Wadsworth Cengage Learning.
Hendrix, J.A., & Hayes, D.C. (2010b). Descubre el regalo que llevamos dentro:
Discover the gift inside tour. In J.A Hendrix & D.C. Hayes (Eds.), Public
Relations Cases (8th Ed.), (pp. 159-167). Boston, Ma.: Wadsworth Cengage
Learning.
Hendrix, J.A., & Hayes, D.C. (2010c). Boost Mobile RockCorps. In J.A Hendrix & D.C.
Hayes (Eds.), Public Relations Cases (8th Ed.), (pp. 168-175). Boston, Ma.:
Wadsworth Cengage Learning.
Metro Health, City of San Antonio (2010). Mayors Fitness Council.
<http://www.sabalance.org/MayorsFitnessCouncil.aspx>
National Philanthropic Trust (2011). Charitable giving statistics.
<http://www.nptrust.org/philanthropic-resources/statistics/>
Philanthropy Journal (2011). Donors plan to cut giving, study says.
<http://www.philanthropyjournal.org/news/top-stories/donors-plan-cut-giving-
study-says>
Quintanilla, M (2011). Formerly fat S.A. now is fit but now on other heaviest list.
MySA.com. < http://www.mysanantonio.com/news/local_news/article/Formerly-
fat-S-A-now-is-fit-but-now-on-other-3264302.php>
San Antonio Sports (2010a). Home. < http://www.sanantoniosports.org/>
San Antonio Sports (2010b). San Antonio Sports Delivers for San Antonio.
<http://www.sanantoniosports.org/sasdelivers.pdf>
San Antonio Sports (2012c). Kids programs.
<http://www.sanantoniosports.org/kids_programs.htm>
San Antonio Sports (2010d). About us. < http://www.sanantoniosports.org/about.htm>
San Antonio Sports (2010e). The need is real.
<http://www.sanantoniosports.org/kids_needs.htm>
San Antonio Sports (2010f). Board of Directors.
<http://www.sanantoniosports.org/bod.htm>
APPENDIX
Appendix A
Survey Communication Copy Initial Push
It is so important to San Antonio Sports to develop a strong and effective San Antonio
Sports charity brand for all of our campaigns.
I've developed an online survey that will help us determine what people know about the
benefits of youth sports and fitness programs, how they feel about giving to youth sports
and fitness programs, and what motivates them to give to such causes.
Finally, the survey will also be helpful to evaluate where the public would expect to see
the San Antonio Sports brand at work and what would motivate them to engage with the
brand, including communication channels and incentives.
The survey is short and will take about 10 minutes to complete. Thanks in advance!
Also, it would be great to have others participate in the survey. Please send the survey
link to your colleagues, friends and family to complete it. It would be a great help to have
as many individuals complete it as possible! My sample size must be at least 150.
Here are the people I would prefer to survey (Our target audience):
-Any individual who cares for a child(ren) in grade(s) K-5, ages 18 and up.
-Any individual who lives in the South, East, West or Downtown sides of San Antonio.
-Any individual who works in or works in support of a profession in the education (grade
school), health and wellness or public safety fields.
-Any individual who is a homeowner and/or business owner in the South, East, West or
Downtown sides of San Antonio
**This list is not exclusive, but any individual who meets at least one of these criteria
would be preferred. The survey is open to anyone who lives in and around the San
Antonio area who is age 18 and up.
Here is the survey link:
http://markjamesgonzales.wufoo.com/forms/san-antonio-sports-brand/
Once again, thank you very much!
Regards,
Mark Gonzales
Appendix B
Survey Communication Copy Second Push
Thanks for all your help in getting the SAS Survey out. I'd like to do another more push.
There are around [number] individuals who decided for one reason or another not to take
the survey and I'd like to see if they can reconsider.
Here's a script you can use in this next push:
Hi everyone (can be personalized),
Many of you have been great sports in deciding to take our San Antonio Sports Brand
Survey. Thank you!
For those of you who decided not to take the survey and who reside in the San Antonio
area, I'd like to make a request for you to reconsider.
The survey is really easy and is taking about [] minutes on average to complete. You
don't have to know all or any of the answers to the type-in questions. For those questions,
just type in "Don't Know".
Your completion of the survey is just the push we need to be able to make the best
assessment we can of the San Antonio Sports Brand as we plan ahead for our future.
Here's the survey link:

Thank you very much,

(Your Name)
Appendix C
Survey Communication Copy Final Push
Thanks for all your help in getting the San Antonio Sports survey out. I'd like to do one
more push. There are around [] individuals who have still decided for one reason or
another not to take the survey and I'd like to see if they can reconsider.
Here's a script you can use in this third and final push:
Hi everyone (can be personalized),
Many of you have been great sports in deciding to take our San Antonio Sports Brand
Survey. Thank you!
For those of you who decided not to take the survey and who reside in the San Antonio
area, I'd like to make one last request for you to reconsider.
The survey is really easy and is taking about [] minutes on average to complete. You
don't have to know all or any of the answers to the type-in questions. For those questions,
just type in "Don't Know" if you don't know the answer.
Your completion of the survey is just the push we need to be able to make the best
assessment we can of the San Antonio Sports Brand as we plan ahead for our future.
Here's the survey link:

Thank you very much,

(Your Name)
Appendix D
The San Antonio Sports Brand
The purpose of this survey is to investigate public perception in regards to the San Antonio Sports
brand.
There are no foreseeable risks involved in responding to this survey, and no personal identifiable
data will be requested. You will not be identified in anything written about this study. The data
resulting from your participation may be used in publications and/or presentations, but your identity
will not be disclosed. If you have questions about the research or your rights as a participant, now or
in the future, you may contact the principal investigator, Juyan Zhang, PhD at
juyan.zhang@utsa.edu (210.458.6777).
Your participation is much appreciated in responding to each question/statement that follows.
Instructions: Please write your own brief response to each of the following five statements in the
space provided. If you dont have an answer, please write dont know.
1. In the space below, please write what or who you think the San Antonio Sports organization is.
2. In the space below, please write what you think the San Antonio Sports organization does for
youth.
3. In the space below, please describe which youth you think are targeted by San Antonio Sports.
4. In the space below, please write up to three youth programs that you think San Antonio Sports
hosts.
5. In the space below, please write how you think San Antonio Sports funds its youth programs.
Please Continue to next page

Instructions: Please mark the appropriate number for each of the three statements below where 1
equals No Positive Impact and 5 equals High Positive Impact.
6. Rate the level of positive impact that you think or know youth sports and fitness programs can
have on the health of our community.
No Positive Impact 1 2 3 4 5 High Positive Impact
have on the fitness of our community.
have on the safety of our community.
______________________________________________________________________________
equals Strongly Disagree and 5 equals Strongly Agree.
9. I feel that youth sports and fitness programs can be and/or are very important to the well-being of
my child or children.
Strongly Disagree 1 2 3 4 5 Strongly Agree
10. I feel that youth sports and fitness programs will or already help make my community better.
11. I feel that youth sports and fitness programs are a worthwhile cause to donate my own funds.
______________________________________________________________________________
Please continue to next page

equals Very Unlikely and 5 equals Very Likely.
programs if you knew it helped make San Antonio a healthier, fitter and safer place to live.
Very Unlikely 1 2 3 4 5 Very Likely
13. Please rate the likelihood that exclusive membership incentives would encourage you to donate
more of your own funds to youth sports and fitness programs.
programs even if there was no direct benefit to you or your child or children at this time.
______________________________________________________________________________
15. Please rate the probability that you would visit the website of an organization or business if its
content includes updated and/or interactive video, where 1 equals Definitely Not and 5 equals
Definitely.
Definitely Not 1 2 3 4 5 Definitely
16. Please select one of the choices below that best represents your first source for news and/or
events about an organization or business.
E-mail Website Facebook Twitter YouTube None of the above
______________________________________________________________________________
Please continue to the next page

Instructions: Please mark the best answer for each of the six statements/questions below.
A. Please mark the term that best identifies your gender.
Male
Female
Prefer not to answer
B. Please mark the statement that best identifies your family status.
Single parent/guardian with a child or children in grade(s) K-5
Single parent/guardian with a child or children not in grade school yet or beyond grade(s)
K-5, up to 12th grade
Married parent/guardian with a child or children in grade(s) K-5
Married parent/guardian with a child or children not in grade school yet or beyond grade(s)
K-5, up to 12th grade
None of the above
C. Please mark the term that best identifies the field you work in or support.
Education (grade school)
Health and wellness
Safety and security
Other
None of the above
D. Do you own real estate as a homeowner or business owner? Please mark the best answer.
Yes, Im a homeowner
Yes, Im a business owner
Yes, Im both a homeowner and a business owner
No, Im neither a homeowner nor a business owner, but I do own real estate
No, Im neither a homeowner nor a business owner and I own no real estate
E. Please mark the choice that includes the term that best describes the area of San Antonio where
you live.
Downtown
North, Northeast, Northwest
South, Southeast, Southwest
West
East
I live outside of the San Antonio area
F. Please mark the number range that best represents your age.
18-24
25-34
35-44
45-54
55-64
65 or Above
Prefer Not to Answer
Thank you for your participation.

Appendix E
San Antonio Sports Road Trip Event Set-up/Layout
Figure 1
San Antonio Sports Road Trip Event Logo
Figure 2
San Antonio Sports Road to Fame Internet Contest Logo
Figure 3
San Antonio Sports Cargo Van with Logos
Figure 4

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Dear committee members,

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perception battle (M. Ullmann-Japhet, personal communication, February 14, 2012)

national and international media exposure (San Antonio Sports, 2010b).

made it a priority to give back to the community through youth development by

emphasis on those who live in traditionally disadvantaged and underserved communities

170,000 students each (M. Ullmann-Japhet, personal communication, February 14,

In an interview with M. Ullmann-Japhet, associate executive director of external

among those in the community at large. The organizations success as a sports

sports and fitness programs.

M. Ullmann-Japhet (personal communication, February 14, 2012) also cited a

percent (San Antonio Sports, 2010b).

people can be aware of its existence.

brand, finding alternative sources of funds will be a challenge, especially among

Philanthropic Trust, 2011).

Charity brand recognition reflected by higher numbers of individual member

personal communication, February 14, 2012).

Client Analysis: SWOT Analysis

traditionally disadvantaged and underserved (San Antonio Sports, 2010b).

campaign (M. Ullmann-Japhet, personal communication, February 14, 2012).

leave very little or no time to invest in a public relations campaign.

S tre n g th s San Antonio Sports mission is vital to the communitys battle

Antonio Sports, 2010b).

exposure to sports and fitness activities, whether it is as a spectator, a volunteer and/or an

active participant (San Antonio Sports, 2010a).

$10,000 (M. Ullmann-Japhet, personal communication, February 14, 2012).

W e a k n e s s e s The San Antonio Sports charity brand is weak and

personal communication, February 14, 2012).

use of too many versions of the logo.

events (M. Ullmann-Japhet, personal communication, February 14, 2012).

O p p o rtu n itie s San Antonio Sports individual member contributions amount

in National Philanthropic Trust, 2011).

T h re a ts To remain relevant in the community San Antonio Sports must keep

up with San Antonios growth by finding opportunities to increase its revenue.

and fitness programs.

organizations ability to keep its brand promise.

(Metro Health, 2010).

society such as crime and drugs.

The effectiveness of a campaign to strengthen the San Antonio Sports charity

set of alternatives to address such circumstances. Examples of such causes include

Ullmann-Japhet, personal communication, February 14, 2012).

Antonio Sports, 2010c).

such as hunger, poverty, homelessness and disease.

impacted by these programs may have a willingness to give. Unfortunately, many of

communication, February 14, 2012).

in addressing these illnesses.

in traditionally disadvantaged and underserved areas of the community (San Antonio

T h re a ts The competition for charitable dollars includes nonprofit

relies on monetary donations.

potentially more competitive.

The San Antonio Sports charity brand is overshadowed by the organizations

Sports is funded by or is a department of the City of San Antonio. These misperceptions

may contribute to the low membership of individual donors (M. Ullmann-Japhet,

personal communication, February 14, 2012). Currently individual membership is less

than 400 people (D. Picknell, personal communication, February, 2012).

contributing to confusion and/or misperceptions. This compounds the issue of San

have enough exposure to seeing the brand at work.

municipal, business, nonprofit and academic arenas.

W e a k n e s s e s Many in the community at large may have misperceptions about

department of the City of San Antonio (M. Ullmann-Japhet, personal communication,

February 14, 2012).

personal communication, February, 2012). An information and awareness campaign can

serve as the catalyst to spurring an increase in membership.

T h re a ts San Antonio Sports may be losing significant amounts of financial