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TABLE OF CONTENTS
Executive Summary
Campaign Objectives
14-23
Situation Analysis
6-7
Timeline
24-25
Target Audiences
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.
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Calling All Heroes
SITUATION ANALYSIS
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.
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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.)
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Calling All Heroes
TARGET AUDIENCES
BUDGET
8
Big Brothers Big Sisters Campaign
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Calling All Heroes
RESEARCH METHODS
(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.
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Calling All Heroes
INFO GRAPHIC
RADIO ADVERTISEMENT
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Big Brothers Big Sisters Campaign
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Calling All Heroes
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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.
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Calling All Heroes
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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.
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
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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)
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)
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Calling All Heroes
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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.
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).
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Calling All Heroes
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.
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Calling All Heroes
TIMELINE
TIMELINE CONTINUED
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Big Brothers Big Sisters Campaign
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Calling All Heroes
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
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
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.)
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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
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
BYU-Idaho Scroll
Send press releases to scrolleditor@byui.edu.
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Calling All Heroes
APPENDIX III
NEWS RELEASE
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Big Brothers Big Sisters Campaign
APPENDIX III
NEWS RELEASE
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Calling All Heroes
Project Manager
Designer
Copywriter, Designer
Copywriter, Designer
Researcher, Presenter