preview - · pdf filegoals/objectives of campaign target publics strategies/tactics ......
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Krista Hoffbeck- Public Relations Specialist
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Preview
Big Buddies Program
Research
Goals/Objectives of campaign
Target Publics
Strategies/Tactics
Timeline
Budget
Evaluating effectiveness
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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
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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
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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
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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.”
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Research
Past promotions
Bowl-A-Thon
Online Auction
Want to promote more at
college
Hanging up posters was
successful
Baking cookies/small group
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Goals & Objectives
Raise awareness about the program at SMSU
Increase amount of mentors
Get more college students involved
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Target Publics
College students
Marshall residents
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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
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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.
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Social Media
Just started Twitter
131 likes Facebook
Infrequent posts
Post at least once a week
Posting something (statistics, photos,
articles, etc)
Facebook promotion
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Website
Hard to find-not listed on posters or website
Website: missing content, hard to view photos
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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
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Evaluating Effectiveness
New social media followers
Amount of new mentors
Number of people at event