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Bi g B rot h ers a nd B ig Sis t er s of Southeast Idaho

TABLE OF CONTENTS
Executive Summary

Campaign Objectives

14-23

Situation Analysis

6-7

Timeline

24-25

Target Audiences

Ideas for event locations

26

Budget

Poster Ads

27-28

Research Methods

10-11

Appendix I

29

Info Graphic

12

Appendix II

30-31

Radio Advertisement

13

Appendix III

32-33

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Calling All Heroes

EXECUTIVE SUMMARY
Our team has developed the Calling All
Heroes campaign in order to implement a
smaller campaign to recruit 30 Bigs in 30 days.
Our main objectives are to increase the number
of Bigs while also increasing awareness of the
organization.
We will also present people with oppwortunities
to be involved with Big Brothers Big Sisters of
Southeast Idaho (BBBSID) without having to
commit to something long-term.
To help us carry out these objectives, we have
developed a variety strategies and tactics. First,
we conducted research to see what recruiting
methods have worked for other organizations
and what motivates people to volunteer.

The Idaho Falls Chukars, for


example, will allow admission
for children affiliated with
BBBSID and those who are
interested in the organization
to help promote its cause -- this
will be the kickoff event for the
campaign.
Then, an ending social will take
place, once the campaign has
ended, to help celebrate the
organizations efforts.

We also prepared an example survey as well as


focus group questions that will be conducted
through students at BYU-Idaho.

For advertising purposes, a


Courtesy of BBBS of SE Idaho Facebook
media kit containing two press
releases, a radio ad and two
posters has been prepared
along with all of the contact information needed to
contact various media outlets. Lastly, we have provided a
timeline that includes all important dates and times, and a
detailed-budget outlining all possible expenses.

In addition, our team contacted various


organizations and businesses and asked for their
participation.

We believe that with the proper execution this campaign


will be successful and will help the organization accomplish
its overall goal of recruiting more volunteers.

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Calling All Heroes

SITUATION ANALYSIS

SITUATION ANALYSIS CONTINUED

STRENGTHS:
1. Name recognition = high (people know who they are)
2. Financially Stable (not worried about funding)
3. Waiting list of children (people still want to participate)
4. Can pull resources from other BBBS locations (no shortage of resources including photos,
videos, promotion ideas, etc)

OPPORTUNITIES:
1. PSAs/Posters
2. Several connections through church groups
3. Presentations in church groups, schools, grocery stores, etc
(really wherever anyone will listen)

WEAKNESSES:
1. Not enough mentors (matches are down)
a. Currently they have only 7 matches
2. No more than 30 matches at one time
3. They dont have male volunteers
4. The volunteers have to live in Bonneville county
5. Volunteers arent willing to commit one year
6. People arent active in the program because nothing is being done to bring them there or
raise their awareness.
7. No guarantee that the next volunteer will be the match for your child. It depends on
compatibility, not availability.

6
Big Brothers Big Sisters Campaign

THREATS:
1. Other programs in the area
2. Spending Limit
3. People not wanting to volunteer
4. Not keeping up with BBBS Americas standards, and possibly being shut down
5. Lack of personal invitation to volunteer. (People feel as though it is a mass invitation and
are not inclined to attend events aimed to draw them to the agency, when they dont feel
personally involved, invited, etc.)

7
Calling All Heroes

TARGET AUDIENCES

BUDGET

BBBS really needs more MALE volunteers


- Willing to dedicate at least 1 year
- 18+, healthy, active, high school

Printing costs and advertising


can cost a lot of money, but
managing how you print can
save those precious dollar
bills. Look at the Appendix for
more detailed information.

Our client, Big Brothers Big Sisters, is having a lack


of volunteers from males. So, our
plan focuses on reaching out to those males
and showing them the benefits of volunteering
their time to help the kids in Bonneville county.
We want males that are 18 and older, preferably
active and outgoing.
Although it is the main emphasis, our plan
doesnt solely focus on the male gender. We
want to help increase the total number of
volunteers to be Bigs and help the children in
this area.

8
Big Brothers Big Sisters Campaign

Courtesy of BBBS of SE Idaho Facebook

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Calling All Heroes

RESEARCH METHODS

RESEARCH METHODS CONTINUED

(Why this method? What results do you hope the results will show?)
1.
Content Analysis:
The purpose of conducting a content analysis would be to learn the best way to recruit male
volunteers. Through analyzing different information, we would become more knowledgeable
about the various recruiting practices other organizations have implemented. Likewise, a
content analysis would reveal the most effective ways to recruit those men by identifying
certain ideas and strategies.

Content Analysis

Online Survey

Goal:
To locate and analyze information from different
sources that help identify the key to recruiting
male volunteers.
Articles:
Messaging for male mentor recruitment: after the
application
Recruiting Male Volunteers: A Guide Based on
Explanatory Research
Successful Volunteer Recruitment Techniques
What Men Want Recruiting Male Volunteers

Goal:
To assess the thoughts, opinions and
feelings of the people in the selective
sample to better understand how to
recruit male volunteers.
Resources:
Survey Design: Writing Great Questions for
Online Surveys
Questionnaire Development
Examples:
See example 3 in Appendix I.

2.
Focus Group(s):
1st Group: The purpose of holding the first focus group would be to target the beliefs and needs
of male volunteers. This would be accomplished by asking them in-depth questions about
their experience with volunteering. Such questions could include how they got involved with
volunteer work and what they do and not like about volunteering.
2nd Group: The purpose of holding the second focus group would be to get a different
perspective on volunteer work. We would interview those with no prior experience with
volunteer work and would ask in-depth questions about how to get men interested in
volunteering for organizations like Big Brothers Big Sisters.
3.
Online Survey:
Similar to a focus group, the purpose of piloting an online survey would be to assess the
thoughts, opinions and feelings of the people in the selective sample. The main difference
between the two methods would be that the online survey would mainly reveal quantitative
results, whereas the focus group would yield qualitative results.

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Big Brothers Big Sisters Campaign

Focus Group(s)
Goal:
To target the beliefs and needs of male volunteers
and other male individuals and see what will
motivate them to volunteer for an organization like
Big Brothers Big Sisters.
Resources:
How to Develop Questions for a Focus Group
Tool Kit for Conducting Focus Groups
Examples:
See examples 1-2 in Appendix I.

11
Calling All Heroes

INFO GRAPHIC

RADIO ADVERTISEMENT

Find full document


on flashdrive

12
Big Brothers Big Sisters Campaign

13
Calling All Heroes

CAMPAIGN OBJECTIVES, STRATEGIES, TACTICS


Objective #1
To increase the number of Bigs and
community awareness of the Big Brothers
Big Sisters of Southeast Idaho agency and
their mission statement.
Strategy #1
Implement 30 Bigs in 30 Days campaign
with the intent to get 30 new Bigs to sign
up in order to increase the productivity of
the local agency.
Tactic #1
Create posters to distribute and inform the
community about the campaign. (See
the poster design and information about
printing and costs in the appendix)

14
Big Brothers Big Sisters Campaign

Tactic #2
Use the media to get the message out and
advertise about the campaign. (See the
radio ad and contact information for radio
stations and TV stations to use for Public
Service Announcements in appendix)
Tactic #3
Use Press Releases to get a story about
the campaign and events through the
newspaper and
television. (See press releases, newspaper
and television contact information in
appendix)
Tactic #4
Contact current and past Bigs to spread
the message of the campaign to friends
and family
through social media and word of mouth.

CAMPAIGN OBJECTIVES, STRATEGIES, TACTICS CONTINUED


Strategy #2
Hold Kick-off event at Chukars game.
Through a well-known local sports team we
will be able to reach more people and be
able to get more publicity while providing
an incentive for people to be a part of the
event.
Tactic #1
We have set up a date to be able to have
a Big Brothers Big Sisters night at a Chukars
game on August 8th. This event will be
the kick-off of our 30 Bigs in 30 days
campaign. A tent will be set up at the
event to provide more information about
what Big Brothers Big Sisters of Southeast
Idaho is and what volunteers can do to get
involved.
Tactic #2
Hold a pre-game barbeque for all of the
current matches and those that have
inquired about the
program prior to that night. The baseball
field has a special picnic area that will be
used for this.

(Contact local grocery stores such as


Smiths, Broulims and Fred Meyer for
donations for this)
Tactic #3
Have the littles involved during the game.
They will have the opportunity to run the
bases, help out in the dug-outs by being
batboys and doing other special things
throughout the night.
Tactic #4
Showcase the public service
announcements on the jumbo screen.
Utilizing the amount of people that are in
attendance, showing the commercial to
the audience multiple times throughout the
evening and having the announcer make
plugs about the agency will provide
more interest from those there, especially
as we highlight a specific success story.

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Calling All Heroes

CAMPAIGN OBJECTIVES, STRATEGIES, TACTICS CONTINUED


Strategy #3
Hold a closing event at either the State fair
or the local park to celebrate the end of
the current 30 Bigs in 30 Days campaign.
We will continue with the superhero theme
and celebrate ordinary people who act
as superheroes in our lives. We will ask
those who attend to come dressed as their
favorite superhero or to just put on a cape
and join in the fun. Food and games will all
continue with the superhero theme. We will
honor those who make a difference in the
lives of others and specifically the Bigs in
the program.

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Big Brothers Big Sisters Campaign

Tactic #1
Invite those that are interested in the
program and specifically those that have
signed up during the campaign, to join in
the closing event. We will also have more
information for those who
have newly become interested and want
to see what the program is all about.
Tactic #2
Invite the media to join in the event,
advertise it, and do a story on it. (See press
release and event poster in appendix)
Tactic #3
Continue to showcase the individual stories
and highlight the program through public
service announcements and social media.

CAMPAIGN OBJECTIVES, STRATEGIES, TACTICS CONTINUED


Strategy #4
Hold regular events where those interested
can come and find out more information,
those in the program can get together with
other matches and provide opportunities
for the media to get more involved.
Tactic #1
Hold an event at least once a month to
allow matches to come together if they
wish and have a un time with others. This
will provide more unity among the current
matches and increase the
overall experience of those involved.

Tactic #2
Events will also serve as an information
gathering event for others that may be
interested in the program. Materials about
the agency, what a mentor is and the
requirements will be provided.
All interested will be directed to visit the
Facebook and website where individual
stories will be showcased to give a more
personal touch to what they are searching.
Tactic #3
Invite the media to be a part of the
monthly events by sending press releases,
asking them to make announcements and
do public service announcements. (See
media contact information in appendix)

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Calling All Heroes

CAMPAIGN OBJECTIVES, STRATEGIES, TACTICS CONTINUED


Objective #2
Provide more opportunities for those that
are not able to be full/long term mentors
but still want to help and be a part of
the program. Many other agencies have
had great success with doing programs
such as Big for a Day and working with
High School students to give them the
opportunity to make a difference on a
level that they are able to commit to.
Strategy #1
Implement Big for a Day program with
people that want to experience that being
a mentor is all about before committing
to a long-term commitment while still
providing some interaction and help for
the littles that dont currently have a
match.

18
Big Brothers Big Sisters Campaign

Tactic #1
Provide events where people interested in
becoming a Big can be pre-screened
and come have a fun day with others
in the program as well as littles that
may not currently have a match will be
able to socialize with others and have
a good experience while still waiting for
their match. Such events will include
the opening and closing social to the
campaign, as well as day trips to the zoo,
rollerskating, pizza night and other events
that can be planned as both a meet
and greet and publicity event to spread
awareness. (See list of potential activities/
locations to contact about doing a mini
event in appendix)

CAMPAIGN OBJECTIVES, STRATEGIES, TACTICS CONTINUED


Tactic #2
Have information about how mentoring
makes a difference in the life of a child and
also about how volunteering can benefit
themselves as well. (See visuals about these
statistics in appendix)

Tactic #4
Involve different businesses in these events
to be hosts or sponsors to provide an
opportunity to grow working relationships
with local businesses as well give them the
opportunity to be a part of the program
even if they are not able to be a mentor.

Tactic #3
Continue with contacting the media
about the various events to increase public
awareness as well as using social media to
spread the word about the various events.
(See media contacts in appendix)

19
Calling All Heroes

CAMPAIGN OBJECTIVES, STRATEGIES, TACTICS CONTINUED


Strategy #2
Utilize local church groups, businesses, high
schools and college students to provided
limited services while still getting involved.
Tactic #1
Look for larger churches that have young
adult groups that might be interesting in
doing a partnership where they would
volunteer to do activities and events for
the kids either on a one-time or a regular
basis. Many church groups are looking for
worthwhile causes to do service with. By
involving a group of people rather than
just an individual will allow more people to
gain the experience that mentoring has to
offer and having a friend along side them
will make it less intimidating for those that
are not yet familiar with the program.

20
Big Brothers Big Sisters Campaign

Tactic #2
There has been success in the past with
teaming up with businesses and having
them spend their lunch hour once a
week at a local school with some of the
kids. While this has not been so successful
recently it is still a great idea and should be
revisited. Purhapse going to the hospitals,
television stations, power, phone and water
companies will be good places to start.
We recommend that you start with those
closest to elementary school because of
the convenience and having a meeting
with the company and explaining the need
for their help.

CAMPAIGN OBJECTIVES, STRATEGIES, TACTICS CONTINUED


Tactic #3
Several other agencies have used High
School students who wanted to do service
and often were required to have so many
hours to work with local elementary school
students. This is an opportunity for younger
mentors to gain experience in a controlled
setting. They will typically meet at the
school and the littles will be involved
in an after school program so they will
already be there. The meeting can be
for just an hour once a week or more if
mutually decided upon.

Tactic #4
College students are a great resource as
well. While we recognize the problem of
most of them not being in the area yearround we feel that the kids would benefit
from having someone to work with them
even for a short time rather than to remain
on a waiting list for an extended period
of time due to a lack of volunteers. Longterm is ideal and that would still need to be
mentioned in the beginning but if there are
groups of college students or individuals
that would like to be involved while they
are at school they could help with the
monthly events (as described in Objective
#1, Strategy #4).

21
Calling All Heroes

CAMPAIGN OBJECTIVES, STRATEGIES, TACTICS CONTINUED

CAMPAIGN OBJECTIVES, STRATEGIES, TACTICS CONTINUED

Tactic #5
It has been shown that it takes most
people several interactions with something
before they become interested in finding
out more or actually volunteering. In order
to help with this it is recommended that
posters be placed and announcements
made prior to any presentation. Using
the videos that are available through
the national level are also great tools
to tell the story through others personal
experiences.

Strategy #3
Utilize social media as well as current and
past Bigs to recruit others. The most
common way that new Bigs are recruited
is through their friends and word-of-mouth
which just so happens to be the most costeffective method as well.

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Big Brothers Big Sisters Campaign

Tactic #1
Make regular posts on social media sites
to become a constant source of up-todate information about what Big Brothers
Big Sisters of Southeast Idaho is doing
with their matches as well as involvement
in the community. This will allow those
searching for ways to get involved in things
an updated source which will increase
volunteers. the more information and posts
that are distributed the more likely it is to be
shared with others. It is recommended to
do 1-2 posts daily. (Internship opportunity
available from the college with handling
this. See contact information of Melissa
Merrill in appendix)

Tactic #2
Invite the current and past Bigs to share
their positive experiences with their friends
and family and invite them to informational
meetings to learn more for themselves.
Sharing these personal experiences hits
the heart strings that will drive people to
do something to make a difference. Those
involved in the program know what it takes
and know if their friends or family members
will be a good fit for Big Brothers Big Sisters
more than anyone else would.

23
Calling All Heroes

TIMELINE

TIMELINE CONTINUED

We created a timeline of when to proceed


with different elements in your Chukars Kick
off campaign. It is important that these items
are followed and ontime to result in the most
effective awareness of BBBS.

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Big Brothers Big Sisters Campaign

Along with the Chukars campaign, it is


important to keep in mind the ending
event. This timeline will help in organizing
all the elements to this ending social and
to continue awareness after.

25
Calling All Heroes

IDEAS FOR EVENT LOCATIONS

POSTER AD FOR CAMPAIGN

Starlite Skating
2150 Edward St, Idaho Falls, ID 83401
(208) 522-5171

Museum of Idaho
200 N Eastern Ave, Idaho Falls, ID 83402
(208) 522-1400

Squealers
440 N 4000 E, Rigby, ID 83442
(208) 745-5115

Yellowstone Bear World


6010 S 4300 W, Rexburg, ID 83440
(208) 359-9688

Funland and Tautphaus Park Zoo


Soft Ball Dr, Idaho Falls, 83402
(208) 525-9814
2725 Carnival Way, Idaho Falls, ID 83402
(208) 612-8552

Cable Factory (Wakeboarding or snowboarding)


2245 South 2000 West - Rexburg, ID
(208) 356-3681

Pizza Night at Pizza Pie Cafe


3160 E 17th St # 110, Ammon, ID 83406
(208) 522-5873

Idaho National Laboratory (Tour)


2525 Fremont Avenue, Idaho Falls, ID 83415
(866) 495-7440

i Jump
2670 E 14th N, Idaho Falls, ID 83406
(208) 881-5108
Nazz Kart Indoor Go-Kart
935 East Lincoln Road, Idaho Falls, ID, 83401
(208) 542-0008

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Big Brothers Big Sisters Campaign

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Calling All Heroes

POSTER AD FOR ENDING EVENT

APPENDIX I

SURVEY EXAMPLES

Example 1
(These questions have been specifically designed for male volunteers.)
1.
What got you interested in volunteer work?
2.
How long have you been involved with volunteer work?
3.
How has your experience been this far?
4.
What is your favorite part about volunteering? Least favorite?
5.
What benefits are there with volunteer work? Downfalls?
6.
What types of things would motivate you to volunteer for an organization like Big Brothers Big Sisters?
7.
Why do think Big Brothers Big Sisters lacks male volunteers at this time?
8.
How could Big Brothers Big Sisters better promote their cause?
Example 2
(These questions have been specifically designed for male individuals who have no prior experience with
volunteer work.)
1.
For what reason do you not volunteer at this time?
2.
Do you feel there are not enough volunteer opportunities available in your area? If so, please explain.
3.
What downfalls do you foresee with volunteer work? Benefits?
4.
Do you feel volunteer work is too time consuming? If so, please explain.
5.
How do you perceive the typical work environment for volunteers?
6.
What types of things would motivate you to volunteer for an organization like Big Brothers Big Sisters.
7.
Why do think Big Brothers Big Sisters lacks male volunteers at this time?
8.
How could Big Brothers Big Sisters better promote their cause?
Example 3
(The survey can also be accessed by going to https://byui.az1.qualtrics.com/SE/?SID=SV_390tcTTQfVA0sRf.)

28
Big Brothers Big Sisters Campaign

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Calling All Heroes

APPENDIX II
Television Contacts
Jim Stark, Channel News 8
(208) 528-2177
jstark@localnews8.com
Costs: 30 second ad filmed and produced
for $100. Filming can be done as early as this
weekend. You have the choice of using current
clients or with finding actors.
Send Press Releases to newsdesk@localnews8.
com.
For consideration with PSA send information to
promotions@localnews8.com
Newspaper Contacts
Idaho State Journal
Send press releases to reporters@journalnet.
com
Rexburg Standard Journal
Send press releases to editor@uvsj.com.

APPENDIX II

CONTACT INFORMATION

Free Photography Contact


Casey Spidell (208) 705-9027
spidellphoto.com

The Jefferson Star


Send press releases to info@jeffersonstarnews.com.
Radio Contacts
Angela Ragan, Riverbend Communication
(208) 523-3722 or (208) 520-6873
Costs: Non-profit every dollar you spend they will
match for non-profit.
KLCE: costs depends on the time of day 6a-8p
60sec spot $35 dollars matched 6a-midnight.
Z 103: $28
Hawk or K bear: $20
NewsTalk: $5
Requests for sponsorship of events will need
exact details. General manager has to sign off on
sponsorship.
BYU-Idaho Internship Contact
Melissa Bair, Department of Communication
(208) 496-3689
bairmm@byui.edu

Casey has agreed to do a free photoshoot for


advertisements, personal stories and other items
to showcase current matches.

CONTACT INFORMATION
State Fair Contact
Paula, Blackfoot Chamber of Commerce
(208) 785-2480
paula@funatthefair.com
Idaho Falls Chukars Contact
Aaron Palmberg, Front Office
(208) 522- 8363

Smiths Grocery for Food Donations for Events


(208) 529-5100
400 S Woodruff Ave., Idaho Falls, ID 83401
Go into the store and fill out a donation request
form at the customer service desk. They need
at least 10 days in order to process the request.
AlphaGraphics for Printing
(888) 637-8565
1730 Woodruff Park Circle, Idaho Falls, ID 83401
Glossy Posters (12x18 = $1.35)
4 flyers per page ($0.045 per page)

BYU-Idaho Scroll
Send press releases to scrolleditor@byui.edu.

30
Big Brothers Big Sisters Campaign

31
Calling All Heroes

APPENDIX III

NEWS RELEASE

Find full document


on flashdrive

32
Big Brothers Big Sisters Campaign

APPENDIX III

NEWS RELEASE

Find full document


on flashdrive

33
Calling All Heroes

Meet the Team


Cira Fear
Carissa Simons
Maureen Mickey
Schae Richards
Tyler Fowler

Project Manager
Designer
Copywriter, Designer
Copywriter, Designer
Researcher, Presenter

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