preview - · pdf filegoals/objectives of campaign target publics strategies/tactics ......

Krista Hoffbeck- Public Relations Specialist

Preview

Big Buddies Program

Research

Goals/Objectives of campaign

Target Publics

Strategies/Tactics

Timeline

Budget

Evaluating effectiveness

Big Buddies

“To support, inspire, and guide every child in need

toward a brighter future of unlimited opportunity

through mentoring”

One-on-one mentoring program

Ages 5-18

Works with disadvantaged and at-risk youth

Western Community Action

Big Buddies

Additional caring adult in

their life

Individual weekly

mentoring & monthly

group activities

Problem statement:

Great program, but

could use PR to raise

awareness and gain

more mentors

Research

Goal: Find out more info to create

best campaign

Interviews: Tamara Peterson & Allan

Bakke

A huge need for Big Buddies

60% match rate, 40% waiting

Mostly boys

Have about 5 youth join each week

Need mentors for small group

Research

Target Audience:

No specific age for best buddy (young adults-70’s)

People with desire to make difference

Want more college students involved

“We do have a few college students participating but

we would really like more. It’s amazing to see how the

youth relate to the college students. In many cases they

see they themselves wanting to be just like that

person.”

Research

Past promotions

Bowl-A-Thon

Online Auction

Want to promote more at

college

Hanging up posters was

successful

Baking cookies/small group

Goals & Objectives

Raise awareness about the program at SMSU

Increase amount of mentors

Get more college students involved

Target Publics

College students

Marshall residents

Strategies- Event

Upper Conference Center

Talent show with Little Buddies

Everyone in community invited

Benefits:

Little and Big Buddies chance to connect

The directors of the program will be there to answer q’s

Little Buddies involved

Schedule

Advertising/Press

Posters put up around campus to advertise program

and promote event

Put around campus & Marshall

Make it stand out more

Social media listed

Slips of paper in mailboxes across campus

News releases: SMSU Today, Spur, Marshall Ind.

Social Media

Just started Twitter

131 likes Facebook

Infrequent posts

Post at least once a week

Posting something (statistics, photos,

articles, etc)

Facebook promotion

Website

Hard to find-not listed on posters or website

Website: missing content, hard to view photos

Timeline

Event in the spring (April)

Several weeks before

Event Posters

Press releases

Week before

Slips of paper

Social media and Big Buddies posters right away

Evaluating Effectiveness

New social media followers

Amount of new mentors

Number of people at event