Big Brothers Big Sisters - Amb202 - Group 32

BIG BROTHERS
BIG SISTERS
CAMPAIGN
REPORT
INTEGRATUS
SOLUTIONS
PROPOSED BY
LIAM HARDIE
MATTHEW HOPKINS
RACHAEL KERRUISH
INTEGRATUS SOLUTIONS
FOR BIG BROTHERS BIG SISTERS
EXECUTIVE SUMMARY
Integratus Solutions has set three clear, achievable objectives that
can be accomplished through the following proposed campaign. Completing
an audit of Big Brothers Big Sisters existing media outlets and marketing
strategies gives a clear overview of the current marketing situation.
Undertaking this audit, as well as analysing current strengths, weaknesses,
threats and opportunities illustrates how this differently planned marketing
campaign can be implemented to accomplish the set objectives. The planned
campaign will use a range of new media outlets and communication
strategies to raise the brand awareness of Big Brothers Big Sisters nationally
and increase the number of volunteers and applications, especially in males.
On top of this, having a very precise detailed target audience will help to
tailor the ad campaigns to be more specific and effective. The campaign
has two budgeted guidelines, a minimum budget as well as a highly funded
corporate budget. Following this a recommended timeline of media releases
for the campaign has been included as well as marketing materials and ideas
for the planned marketing campaign.
Link to digital pitch: https://youtu.be/huXCA8H6UUY
PAGE 2
Table of Contents
Client Proposal.......................................................................1
Audit...................................................................................2
PESTEL...............................................................................2
SWOT..................................................................................3
Target Audience..............................................................4
Branding and Positiong Strategy..............................4
Marketing Communication Strategy . ..............................5

Foreword to Strategy....................................................6
IMC Tactical Strategy . ..................................................7
Campaign Implementation.........................................7
Campaign Budget.........................................................8
GANTT ..............................................................................9
Campaign Evaluation..................................................9
Marketing Materials...........................................................10
References............................................................................12
Appendices...........................................................................14
Appendix 1.....................................................................14
Appendix 2.....................................................................17
PAGE 3
Client Proposal
This integrated marketing campaign
will make use of out-of-home support media,
social media, paid media and an event to
increase brand awareness, entice more male
volunteers and increases website views to the
new Big Brothers Big Sisters website, therefore
accomplishing all objectives set.
The primary marketing material will
consist of images of children engaging in
typical developmental bonding activities
such as kicking a ball, riding a bike, reading a
book, etc. however where you would expect
to see the adult figure there is a blank space
with the Big Brothers Big Sisters purple with
copy reading “you could fill this space in a

Objectives Accomplished
child’s life”. There will also be a link to the
new website with information on how to
volunteer. At the end of the campaign period • Raise brand awareness of Big
there will be an event for potential volunteers Brothers Big Sisters nationally
to talk to current volunteers in a stress-free • Increase number of volunteer

commitment-free environment. enquiries/applications,
especially of male volunteers
• Create a digital / content

strategy that supports the above
and leverages Bg Brothers Big
Sisters new website
PAGE 1
Audit
Big Brothers Big Sisters existing touch points include their website, Facebook, LinkedIn,
Twitter, and Instagram. Across the latter three platforms all content is shared in the exact same
material, and therefore although it is consistent it is redundant. There is a good use of colour
along all touch points making it obvious all content is Big Brother Big Sisters’, making for strong
potential brand association. The company is rarely active on these platforms, and there is
currently little to no two way communication in regards to replying to tweets or comments.
PESTEL
Environment Trends/Issues Implications
Political/Legal • Need to adhere to advertising • Be aware of advertising
standards (adStandards, 2018) standards
• As the charity deals with young • Inform potential volunteers
children there are laws and intense about the screening process
screening processes for volunteers
Economic • Potential for a company to sponsor • Increase in budget

the charity to increase budget
(Reinhardt et al., 2008)
Socio-cultural • Voluntary work is common in • Potentially easier to get

Australia, and there is a push for it volunteers
(ABS,2014)
• Need to find a way to make
• Oversaturation in charity sector, Big Brothers Big Sisters the
and most people only support a ‘right’ charity to support
select few charities (Bennet, 2012)
• Target males in marketing
• Difficult to get males into
volunteering (Einolf, 2010)
Technological • Rise of social media gives way • Utilise social media to stay
to free advertising and PR within tight budget
(Papasolomou & Melanthiou, 2012)
• Have advertising push
• New website being launched towards website whilst
staying in the same style
PAGE 2
SWOT
Strengths Opportunities
• Charity and volunteer work is common • Google offers funding and endorsements in
in Australia with 31% of the population relation to Ad Grants for nonprofits (Google
volunteering in 2014 (ABS, 2014) For Nonprofits, 2018)
• Big Brothers Big Sisters is already well • Involving current workers of a non profit to
established in the United States. help develop marketing strategies is effective
as they form part of the target market
• Many companies will sponsor a
(Grounds & Harkness, 1998)
charity for improved corporate
social responsibility, which will • Possible to brand volunteering as self
increase budget (Stavins, Reinhardt help whilst helping others (Hankinson &
& Vietor, 2008) Refer to Marketing Rochester, 2005)
Communication Strategy for more
• More beneficial to portray volunteering as
information
a way to help build an ideal society, rather
• Narrow target market through than traditional philanthropy (Hankinson &
objectives set by Big Brothers Big Sisters Rochester, 2005)
• Starting at a near blank slate as there • “Volunteering should be promoted through
isn’t a strong integrated marketing an inclusive approach where altruism and
communications strategy self-interest coexisted for the beneﬁt of both
communities and individuals” (Hankinson &
Rochester, 2005)
• People volunteer as a alternative to
consumption (Schram & Dunsing, 1981)
• Possibility for reduced cost out-of-home
advertising due to not for profit organisation
Weaknesses Threats
• Oversaturation in nonprofit industry • There is a poor image of volunteering,
there is doubts of how much ‘self-help’
• Big Brothers and Sisters do not want
volunteering helps (Hankinson, 2005)
their stories shared
• Difficult screening process for volunteers
• Low budget, can be solved through
company sponsor • Males are less likely to volunteer, and are
significantly less empathetic in volunteering
roles (Schram & Wymer, 2002)
PAGE 3
Target Audience
Primary Target Audience Secondary Target Audience
Males living in Brisbane or surrounding Similar to primary but females both
areas, aged 25-35. Childless, tertiary educated, for diversity in advertising, but also as Big
employed. Likely in Roy Morgan Value Brothers Big Sisters still require female
Segments: Socially Aware, Young Optimism volunteers.
(Morgan, 2014) Target audience is justified as
they are people that could connect with Littles Refer to appendix 1 for target audience
in a positive manner whilst also growing as profiles.
a person and directly relates to objective of
recruiting more male volunteers.
Branding and Positiong Strategy

Branding Positioning
The unique value proposition of big The positioning strategy has been developed
brother’s big sisters makes standing out from from our environmental evaluation and
volunteering competitors easy. The branding considering our target market. Our approach
strategy behind this campaign relies upon the focuses prospective volunteers reason for
unique offer of being able to enriches one’s becoming a part of the organisation and
life in exchange for a small time commitment. simply makes a call to action. As it has been
identified that our target market is time poor,
but still believe in giving back to society, all
they require the impactful prompt found in
this campaign’s central question: “Can you fill
this space in a child’s life?”.
PAGE 4
Marketing Communication Strategy

Campaign Objectives
Double amount of male volunteer enquiries/

applications by 11 August
Achieve 5,000 website views by 11 August
Host a BBQ event for potential volunteers

with at least 50 people attending on August
11
Messaging Strategy
The message strategy being used
is of an experiential orientation as the
marketing communications should entice
the target audience to want to participate in
volunteering for Big Brothers Big Sisters. The
campaign will target the value of universalism
as it “represents a life goal whereby
individuals are motivated to understand,
appreciate, tolerate and respect the welfare of
all people and nature” (Shwartz, 1992) This
strongly relates to the target audience as they
are people wanting to improve their own lives
as well as the lives of others.
PAGE 5
Foreword to Strategy
This campaign is able to run with
reduced effectiveness by negating the more
expensive elements. However, to ensure
maximum effectiveness it is advised that Big
Brothers Big Sisters correspond with larger
organisations to secure funding, whilst also
aiding the sponsor companies corporate
social responsibility. The timing of this is
ideal as it is the beginning of a financial
year and companies will be allocating their
budget, potentially to Big Brothers Big Sisters.
Some potential target sponsors may include
family law firms, such as Michael Lynch
Family Lawyers or Phillips Family Law or
Shine Lawyers through their Shine a Light
Foundation. Other potential sponsors include
sporting companies as the strategy targets
sports.www This could increase the budget
from $2000 to $10,000.
Through a Google initiative Big Brothers
Big Sisters can also secure up to $10,000 worth
of Google Adwords through their nonprofit
bursary.
PAGE 6
IMC Tactical Strategy

Strategy Elements Jusification
Out-of-Home Support • Bus Relates to target audience as will be advertising in

Media • Exterior metro areas, on university campus busses and along
• Interior common commuting routes.
• Pasting on stores
Social Media • Facebook 94% of Australians use Facebook

• Instagram 46% use Instagram (reference)
• Twitter
Paid Media • Google AdWords Instagram stories can act as a reminder for Out-
• Instagram of-Home support media and can also target
demographics. Google Adwords is a free simple way
to achieve better SEO and website traffic.
Refer to Appendix Two for further information on strategies and justification.
Campaign Implementation
Consistent social media posts with information about the BBQ Meet and Greet, as well
as advertising posts from the pasting campaign should be made twice a week for the 6 weeks
leading up to the BBQ. With the campaign launching on the 1st of July, live stream videos of
Bigs talking about their experiences and answering any questions should commence every 2
weeks on the Fridays leading up to the BBQ event. The pasting will begin on the 1st of July with
the start of the new website and the launch of the campaign in order to generate more hits
on the website and spread awareness of the BBQ and Big Brothers Big Sisters in general. Bus
advertising in the city and on campus busses should commence four weeks prior to the BBQ
for multiple touch points of advertising to reach the receivers and increase awareness. Finally,
the end of the campaign will have a live stream of the BBQ shared across all social media sites,
talking about the BBQ and how people can volunteer or find out more information.
PAGE 7
Campaign Budget
Item Price Distributer
Bus Interior $4275 Billboards Australia (10% discount as
(10 Panels) NPO)
Bus Exterior $5400 Billboards Australia (10% discount as

(10 Panels) NPO)
Pasting $995 Distroprint

(100 A0 Pasted)
Instagram Advertising $820 Facebook Ad Manager
(697 - 3444 link clicks
49200 - 110,000 reach)
Google Adwords Free Google Adwords

($10,000USD worth)
Event - BBQ Food $400 Woolworths
Event - Brochures $75 Vistaprint

(100 Brochures)
TOTAL
$11,965
Bus Interior
Bus Exterior
Pasting
Instagram Advertising
Event - BBQ Food
Event - Brochures
PAGE 8
GANTT
01.07 04.07 08.07 11.07 15.07 18.07 22.07 25.07 29.07 02.08 06.08 11.08
Website
Launch
Campaign
Launch
Social Media
Posts
Social Media
Live
Pasting
Advertising
Bus
Advertising
Big BBQ
Campaign Evaluation
Objective Metric How the data will Metrics: How will it be
be collected measured
Double amount Volunteer From the number The number of male volunteer
of male volunteer enquiries/ of male volunteer submissions over the 6 week
enquiries/applications applications submissions received period of the campaign will
by 11 August on the website be compared to the number of
male volunteer submissions in
the 6 weeks prior
Achieve 5000 website Brand Website view The desired amount of website
views by 11 August Awareness analytics will be views is 5000 and the number
collected through will be assessed against the
Google Analytics analytics
between 1 July,and 11
August
Host a BBQ event for Potential Attendees of the event The desired amount of
potential volunteers Volunteer will sign on on arrival attendees is 50 and that number
with at least 50 people Acquisition will be assessed against the
attending on August OR Brand actual attendees
11 Awareness
PAGE 9
Marketing Materials
PAGE 10
PAGE 11
References
ABS - Discussion Paper: Information needs for Volunteering data, April 2017. (2017). Retrieved
from http://www.abs.gov.au/ausstats/abs@.nsf/mf/4159.0.55.004
Bennett, R. (2012). What Else Should I Support? An Empirical Study of Multiple Cause
Donation Behavior. Journal Of Nonprofit & Public Sector Marketing, 24(1), 1-25. doi:
10.1080/10495142.2011.594666
Codes and Initiatives. (2018). Retrieved from https://adstandards.com.au/codes-and-cases/codes-
and-initiatives
Einolf, C. (2010). Gender Differences in the Correlates of Volunteering and Charitable Giving.
Nonprofit And Voluntary Sector Quarterly, 40(6), 1092-1112. doi: 10.1177/0899764010385949
Grounds, J., & Harkness, J. (1998). Developing a brand from within: Involving employees and
volunteers when developing a new brand position. International Journal Of Nonprofit And
Voluntary Sector Marketing, 3(2), 179-184. doi: 10.1002/nvsm.6090030210
Hankinson, P., & Rochester, C. (2005). The face and voice of volunteering: a suitable case for
branding?. International Journal Of Nonprofit And Voluntary Sector Marketing, 10(2), 93-105.
doi: 10.1002/nvsm.15
Morgan, R. (2014). About Values Segments. Retrieved from http://www.roymorgan.com/
products/values-segments/about-values-segments
Nonprofit Management Resources – Google for Nonprofits. (2018). Retrieved from https://www.
google.com/nonprofits/products/
PAGE 12
Papasolomou, I., & Melanthiou, Y. (2012). Social Media: Marketing Public Relations’ New Best
Friend. Journal Of Promotion Management, 18(3), 319-328. doi: 10.1080/10496491.2012.696458
Schram, V., & Dunsing, M. (1981). Influences on Married Women’s Volunteer Work
Participation. Journal Of Consumer Research, 7(4), 372. doi: 10.1086/208827
Schwartz, S. (1992). Universals in the Content and Structure of Values: Theoretical Advances
and Empirical Tests in 20 Countries. Advances In Experimental Social Psychology, 1-65. doi:
10.1016/s0065-2601(08)60281-6
Stavins, R., Reinhardt, F., & Vietor, R. (2008). Corporate Social Responsibility Through an
Economic Lens. SSRN Electronic Journal, 2(1), 219-239. doi: 10.2139/ssrn.1123264
Wymer, W., & Samu, S. (2002). Volunteer Service as Symbolic Consumption: Gender and
Occupational Differences in Volunteering. Journal Of Marketing Management, 18(9-10), 971-989.
doi: 10.1362/0267257012930358
PAGE 13
Appendices
Appendix 1: Target Audience Profiles
Daniel
Demographic
Male, 32, engaged, graduate
Geographic
South side Brisbane, has a car so can travel
around the Brisbane area
Description Psychographic
32-year- old male, graduate from QUT: Likes to keep healthy and active. Enjoys
Political Science, works full time on Ann spending time alone with a book rather than
Street in a government agency. Lives on spending time in crowds or groups. Has close
the southside with partner, rides to station personal friends but isn’t extremely popular.
and catches train to work Monday – Friday, Reserved and intelligent. Moved in with
however has car and can drive. Enjoys AFL partner however not married and does not
and rugby however is an avid tennis player have kids – Big Brothers Big Sisters
and plays competitions / club matches on the could be an interesting step into seeing what
weekends. Enjoys reading and sitting in coffee life would be like as an older mentor for
stores and libraries. someone / with
child around.
PAGE 14
Jack
Demographic
Male, 23, single, full time student
Geographic
Gold Coast, catches public transport
23-year- old male, currently studying at Passionate about helping the
TAFE Gold Coast, musical/sound engineering. community and donating his time as he has
Works parttime in a call center in the CBD. a lot of afternoons and weekends free. Not a
Likes surfing and swimming, into gaming, ‘natural leader’, but is kind and considerate
music, performing and board games / chess. and has become more confident socialsince
Has a leadership role in his office, moved to moving and starting his new job, is now a
Gold Coast to complete degree, needs more team leader as has been there several years.
friends / social activities. Has younger siblings and would be eager to
take care of / inspire a Little. Skateboards and
surfs on the weekends, plays video games
and chess and could relate to a younger Little,
aware of potential for dangerous crowds at
skateparks and would access situation before
making a day of skating / surfing.
PAGE 15
Lily
Demographic
Female, 30, single, graduate
Geographic
Brisbane area, lives in Toowong, works in
CBD, has car can travel around Brisbane
30-year- old female, works full time in Healthy, clean living, well-educated
Brisbane CBD, catches public transport but and motivated. Passionate about giving
has her own car. High profile, leadership role back to community and helping others less
in law firm. Enjoys sports and staying active fortunate. Aware of silver spoon background,
and healthy. Early morning routine of running grateful and appreciative of opportunities
in Toowong area and then catching public offered to her, wants to help others have
transport into work, bus (maybe city cat). same opportunities. Would look to be a BS to
Goes to the gym and eats healthy, focus on inspire Littles to be there best they can be.
clean living. Enjoys hiking, camping, kayaking Believes she’d be able to juggle commitment
and beach sports on weekends. Plays club of Big Brothers Big Sisters with her work
soccer/hockey and netball. Has a busy commitments and personal relationships.
schedule but would be able to commit to the
Big Brother Big Sisters flexible program once a
fortnight / a few times a month.
PAGE 16
Appendix 2: Further Justification of IMC tactical strategies
There are many steps in Big Brothers Big Sisters communication process, with multiple
message channels being used to insure the largest number of receivers from the target
audience are reached by the campaign. Advertising on public transport, pasting in the CBD,
as well as boosted social media posts will allow multiple touch points of advertising for the
target audience to see the campaign. Although there will be a lot of noise from competing
organizations and events, these multiple media channels will reinforce our message in the
receiver’s minds.
Similar to the Elements of the
Communication Process, this model illustrates
the competitor’s messages and potential
‘noise’ interrupting Big Brothers Big Sisters’
campaign. The multiple avenues of media
used during the campaign, as well as a unique
and creatve message s the most effective
way to ensure the receiver takes note of Big
Brothers Big Sisters’ campaign over other
competitors.
PAGE 17
This advertising campaign is focusing
on giving people more information about Big
Brothers Big Sisters, changing their cognitive
beliefs about what the organization does, and
changing their affective feelings about Big
Brothers Big Sisters. In turn this will affect the
target audience’s conative behavior and make
more females, and males especially, volunteer
their time at Big Brothers Big Sisters.
It is simple for Big Brothers Big
Sisters to stay consistent throughout their
entire campaign. The advertising and
communication channels used are honest
and meaningful (say), once receivers enquire
into the program or attend the BBQ meet and
greet their expectations of the event will be
met, media coverage or word of mouth will be
positive and consistency amongst the triangle
will be achieved.
PAGE 18

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BIG BROTHERS

can be accomplished through the following proposed campaign. Completing

strategies gives a clear overview of the current marketing situation.

Undertaking this audit, as well as analysing current strengths, weaknesses,

threats and opportunities illustrates how this differently planned marketing

campaign can be implemented to accomplish the set objectives. The planned

campaign will use a range of new media outlets and communication

and increase the number of volunteers and applications, especially in males.

tailor the ad campaigns to be more specific and effective. The campaign

has two budgeted guidelines, a minimum budget as well as a highly funded

corporate budget. Following this a recommended timeline of media releases

for the planned marketing campaign.

Link to digital pitch: https://youtu.be/huXCA8H6UUY

Marketing Communication Strategy . ..............................5

will make use of out-of-home support media,

social media, paid media and an event to

increase brand awareness, entice more male

volunteers and increases website views to the

new Big Brothers Big Sisters website, therefore

accomplishing all objectives set.

The primary marketing material will

consist of images of children engaging in

typical developmental bonding activities

such as kicking a ball, riding a bike, reading a

book, etc. however where you would expect

to see the adult figure there is a blank space

with the Big Brothers Big Sisters purple with

copy reading “you could fill this space in a

new website with information on how to

to talk to current volunteers in a stress-free • Increase number of volunteer

• Create a digital / content

currently little to no two way communication in regards to replying to tweets or comments.

Economic • Potential for a company to sponsor • Increase in budget

Socio-cultural • Voluntary work is common in • Potentially easier to get

Males living in Brisbane or surrounding Similar to primary but females both

Segments: Socially Aware, Young Optimism volunteers.

(Morgan, 2014) Target audience is justified as

in a positive manner whilst also growing as profiles.

a person and directly relates to objective of

recruiting more male volunteers.

Branding and Positiong Strategy

identified that our target market is time poor,

but still believe in giving back to society, all

they require the impactful prompt found in

this campaign’s central question: “Can you fill

this space in a child’s life?”.

Marketing Communication Strategy

Double amount of male volunteer enquiries/

Achieve 5,000 website views by 11 August

Host a BBQ event for potential volunteers

is of an experiential orientation as the

marketing communications should entice

the target audience to want to participate in

volunteering for Big Brothers Big Sisters. The

campaign will target the value of universalism

as it “represents a life goal whereby

individuals are motivated to understand,

appreciate, tolerate and respect the welfare of

all people and nature” (Shwartz, 1992) This

strongly relates to the target audience as they

are people wanting to improve their own lives

as well as the lives of others.

reduced effectiveness by negating the more