BOWLING GREEN JUNIOR WOMAN’S CLUBPLANS BOOK

An organizational plans book written and designed by BLVD for

The Bowling Green Junior Woman’s Club

Executive Summary..............................................................1

Organizational Background..................................................2

Competition Analysis...........................................................3

SWOT Analysis....................................................................5

Publics.................................................................................9

Logo, Colors & Social Media..............................................12

Guerilla Marketing..............................................................15

Budget................................................................................16

Evaluation Plan..................................................................18

Survey Analysis..................................................................19

Timeline.............................................................................21

Next Steps.........................................................................23

TABLE OF CONTENTS

1Executive Summary

The Bowling Green Junior Woman’s Club provides an opportunity

for personal development and service in their local community. The

members of the BGJWC primarily focus on the Duncan Hines Festival

and the Coats for Kids drive. The club attracts women who are

between ages 18-40 years of age. They are women who wish to make

a difference in their community by volunteering time and resources

and build a fellowship with their fellow citizens.

BLVD has developed a plan for the Bowling Green Junior

Woman’s Club, which will build a cohesive brand, create brand

awareness and gain overall club membership. BLVD has designed a

logo and developed a campaign that will create the BGJWC’s lasting

footprint within the Bowling Green community.

This campaign will increase donations for the Bowling Green

Junior Woman’s Club. BLVD also created this campaign to communicate

with a target market which is not currently being reached, students

and alumni of Western Kentucky University. The guerilla marketing

campaign will gain publicity and on-campus awareness for the

BGJWC. It will create a buzz about the organization and ultimately

encourage young women to join.

The agency believes the strategies presented in this plans book

will increase membership, awareness and donations for the Bowling

Green Junior Woman’s Club.

2

Organizational Background

Bowling Green Junior Woman’s Club is a non-profit organization

developed in Bowling Green in 1968. Its mission is to provide women

living in Warren Country between the ages of 18 and 45 with the

opportunity for personal development, fellowship, and community

service. The club dedicates itself to improving the lives of women,

children and families in and around the Barren River Area Development

District.

The BGJWC usually partakes in serving meals at the Center

for Courageous Kids, sorting inventory for Newborns in Need, picking

up garbage along major highways, collecting clothes for victims of

domestic violence, building houses for Habitat for Humanity and

donating to Red Cross, Salvation Army and United Way.

In 2011, Bowling Green Junior Woman’s Club conducted

127 projects, volunteered over 1,850 hours, donated approximately

$45,000, and gave over $4,200(excluding Duncan Hines Festival

recipients) to over 24 events and 19 different charities, some of which

include: Big Brothers Big Sisters, BRACAC, CASA, Crimestoppers,

Family Enrichment Center, Hope Harbor, New Beginnings, Kids on the

Block, and BRASS. There is a wide variety of committees in which

club members may join. Arts, Bylaws, Coats for Kids, Community

Improvement Project (IPC), Conservation, Duncan Hines Festival,

Education, Home Life, International Outreach, Program/Social, Public

Issues are the committees within the club.

3Competition Analysis

Competition for Bowling Green Junior Woman’s Club exists

locally in WKU sororities. While it is a goal to incorporate sorority

women as members in Bowling Green Junior Woman’s Club, they

are also female led organizations helping young women serve the

community. Each of them raises money for national and local

charities. The list of sororities at WKU and the organizations they

support are as follows:

• Alpha Delta Pi - Ronald McDonald House

• Alpha Gamma Delta - Alpha Gamma Delta Foundation

Diabetes awareness, research and education

• Alpha Omicron Pi - Alpha Omicron Pi Foundation

Juvenile Arthritis

• Alpha Zi Delta - Autism Speaks

• Chi Omega - Make-A-Wish Foundation (nationally)

and The Boys and Girls Club (locally)

• Kappa Delta - Prevent Child Abuse America (nationally) and

The Family Enrichment Center (locally)

• Phi Mu - Children’s Miracle Network (nationally),

Children’s Miracle Network hospitals and Potter Children’s

Home (locally)

• Sigma Kappa - Alzheimer’s Association

It is imperative that Bowling Green Junior Woman’s Club

establish themselves as an organization that these philanthropic

women can gain further service from. They can gain leadership

4

experience as well and become better rounded through working at

various other organizations.

Girls entering college that are interested in joining a sorority are

the general target market that would be interested in Bowling Green

Junior Woman’s Club and all it has to offer. Therefore, BLVD suggests

through implementation of more impactful self branding, Bowling

Green Junior Woman’s Club should get involved in local Bowling

Green high schools in order to build credibility and relationships with

the target market and increase brand awareness among the young

adults in the community.

Once relationships are established, partnerships are more likely

and Bowling Green Junior Woman’s Club will be able to begin working

off a larger budget. Events will gain more publicity and attendance as

well. Young women beginning college will already know that Bowling

Green Junior Woman’s Club is a way to gain service hours and give

back to their community. Bowling Green Junior Woman’s Club will be

an easily accessible way to get involved without the stress of sorority

recruitment. Ultimately, it is important for Bowling Green Junior

Woman’s Club to become established as an alternative for those who

are not joining a sorority as well as an additional group for those in

sorority to join.

5SWOT Analysis

Strengths

• The BGJWC already partners with a variety of worthy charities in

Bowling Green

Big Brothers Big Sisters, RCDC, The Family Enrichment

Center, Habitat for Humanity, etc.

• Their target market is a broad age group

18-45 year-old women are often times looking for ways to

get involved within their community- ways to give back and

ways to enrich the lives of their brothers, sisters and children

• Unique organization with little competition

• Cheap membership

• Affordable for college students

Membership is open- anyone welcome

Members are given social and philanthropic rewards

for participation

Weaknesses

• Awareness of BGJWC throughout Warren County is low

Their identity has changed over the years and the community

doesn’t know a clear picture of who is involved with the club,

what they offer, and the impact they have in Bowling Green

6

• Weak logo design

The logo should be redesigned more to women and children

with a more polished, modern look

• Contact information on website needs a phone number

• Needs an easy list of volunteer opportunities

• Facebook needs to more community interaction

Possible social media campaign

Opportunities

• Recruitment opportunities from local Bowling Green high schools

The sooner young women discover Bowling Green Junior

Woman’s Club, the more credible it will be in their eyes and,

therefore, they will be more likely to seek membership in

the future.

• Internship position

This would benefit Bowling Green Junior Woman’s Club from

a work perspective, but would also benefit a lucky student or

two with job experience and a chance to build their resume.

It would also get the BGJWC name circulating around

WKU’s campus.

7• Bowling Green Junior Woman’s Club could become a prominent

option for freshmen women at WKU to get involved in the

community, build service hours/resume and to become better-

rounded philanthropically and within their community engagement.

It’s important for people to grow during their time in college.

Becoming a more knowledgeable person about one’s

community is a perfect way to do that. Helping those less

fortunate is an important task that all people should strive to

fulfill. It’s a respectable organization to be a part of, and

would work in members’ favor in job interviews and applying

for higher education.

• Better self promotion at events- more personal branding efforts

should be established

The community often percieves the BGJWC as an elitist

group of woman rather than a non-profit group reaching

out to the community. This perception must be addressed

if membership is to increase.

Threats

• Women throughout the community continue to look at Bowling

Green Junior Woman’s Club with skewed vision

The women of Warren County and the students of WKU may

not fully understand what the Bowling Green Junior Woman’s

Club is and what it has to offer. The name Bowling Green

8

Junior Woman’s Club has an exclusive, superior, fancy ring to

it, so people may not seek further information about what the

club is really all about.

• Because they give to so many different organizations, is members

of Bowling Green Junior Woman’s Club may not be able to deeply

impact one or a select few that really need it.

• Time responsibilities to all non-profits

Because there are volunteers at their partner organizations

already, Bowling Green Junior Woman’s Club will have to

compete for volunteers willing to move from charity to charity

instead of aiding their single favorite one.www.bgjwc.comPlease bring new or gently used clothing

to the BGJWC Coats for Kids booth.

Give a coat and give some hope with The Bowling Green Junior Woman’s ClubBowling Green

Junior Woman’s Club

9Publics

BLVD chose the media as the first public that BGJWC must

reach. This would include local media such as the College Heights

Herald where the target demographic of college students can be

reached directly.

The second public chosen is the Warren County community.

BGJWC is a non-profit organization with the majority of its publics

located in the community. The community includes current donors,

potential donors, college students, recent college graduates, all

potential new members and recipients of any money and volunteer

hours given out by the organization.

The final public BLVD chose to reach is current members of

the BGJWC. The members of the club must be receiving clear, action-

oriented messages about how they can promote the organization and

use networking to achieve their strategic goals such as increased

membership or the shift of community perception.

Media Strategies

Press releases will be created and sent to local media outlets.

This will occur before major events, every time a donation is given,

before and after major volunteer projects, and as follow-up stories on

past recipients of aid from the BGJWC.

10

Community Strategies

To target WKU students, the BGJWC will set up a booth at

info fairs on WKU’s campus. This booth will require a reusable logo

banner. Along with the guerilla marketing campaign, these booths will

build awareness on campus. BLVD also suggests for the BGJWC to

start a campus chapter of the organization to further a partnership

with the University while promoting membership and philanthropic

opportunities.

The second target will be members of Greek organizations.

With the approval of sorority presidents, the BGJWC will give brief

presentations at sorority meetings. Presenting directly to the Greek

community will build awareness and create lasting connections with

young women in the target market. This will be a free means

of promotion.

BLVD has advised the BGJWC to partner with Kappa Delta

sorority and the Girl Scouts. KD hosts events with the Girl Scouts

periodically and BGJWC would have an opportunity to volunteer at

such events. With this partnership, mothers of the Girl Scouts will

perceive BGJWC as a positive, respectable organization dedicated to

the women and families of the Warren County community.

11 The agency suggests that the BGJWC offer discounted

membership to recent WKU graduates. This will incentivize new

members who may be staying in Bowling Green after college to

consider joining the club. By alleviating financial distress of potential

members once restricted by cost, BLVD hopes to increase membership

of recent college graduates.

Valuable publicity can also be sought out at sporting events.

The organization will contact the Bowling Green Hot Rods and explore

the possibility of a pro bono jumbo tron ad. Sporting events are popular

among families and would reach a wide demographic all at once. The

price of this ad would be agreed upon by involved parties, but ideally

would cost next to nothing, if any at all.

Current Members

BLVD has decided to use basic networking due to the powerful

influence that “word of mouth” advertising and promotion can serve,

especially in social circles. BLVD will introduce an incentive program

for bringing in new members. For example, the person with the most

new members at the end of the year would receive a prize.

Start a blog

BLVD has decided to implement personal “blogging” platforms

to personalize the BGJWC experience for both internal and external

parties. There will be a page for the executive board members with

bios telling how they got involved, why they’re involved, and any

unique stories they wish to share. The blog will also contain photos

12

from events and stories of those who have been helped by the

BGJWC. Press releases would also be placed on the blog. The blogs

will increase community favorability and hopefully engage potential

members to seek similarities and ask questions to any or all of the

women involved in the organization today.

With lack of community awareness as the main problem BLVD

sought to improve, personal branding is the key to future success.

BGJWC can better self-promotion efforts by simply incorporating

the club’s logo on all branded material. Promotional materials for all

events should say, “Presented by the Bowling Green Junior Woman’s

Club.” This will not only ensure community awareness, but also form

brand recognition for the BGJWC.

Logo & Colors

BLVD wanted to create a feminine, refined logo for BGJWC.

The purple dress logo is an effective logo to represent the BGJWC for

many reasons. The dress shows class but, since it is a cocktail dress,

it is less formal and more professional.

The belt uses negative space to give the logo character. It also

breaks up the shape. The initials use handwritten cursive to depict a

woman’s handwriting. Curving the club name around the logo is more

effective than straight lines because it helps unify the text with

the shape.

13Color Rationale

BLVD chose the light purple to show femininity. Purple is

feminine without being perceived as childish, like pink could be. The

lighter purple is eye-catching and contrasts well with both black and

white. This color was also chosen because the BGJWC uses purple in

it’s current branding.

Bowling GreenJunior Woman’s Club

Bowling Green

Junior Woman’s Club

Bowling Green

Junior Woman’s Club

BGJWC STYLE GUIDE

FONTS

Title font: Trade Gothic LHBody font: Trade Gothic

A Wonderful SerenityIt has taken possession of my entire soul, like these sweet mornings of spring which I enjoy with my whole heart. I am alone, and feel the charm of existence in this spot, which was created for the bliss of souls like mine. I am so happy, my dear friend, so absorbed in the exquisite sense of mere tranquil existence, that I neglect my talents.

COLORS

Purple - Pantone 266C Blue - Pantone 3125CPMS 266C

PMS 3125C

BGJWC STYLE GUIDE

FONTS

Title font: Trade Gothic LHBody font: Trade Gothic

A Wonderful SerenityIt has taken possession of my entire soul, like these sweet mornings of spring which I enjoy with my whole heart. I am alone, and feel the charm of existence in this spot, which was created for the bliss of souls like mine. I am so happy, my dear friend, so absorbed in the exquisite sense of mere tranquil existence, that I neglect my talents.

COLORS

Purple - Pantone 266C Blue - Pantone 3125C

14

Social MediaTwitter Facebook

15Guerilla Marketing

Statue Dressing

BLVD will use the purple dress as an anchor for our guerrilla

marketing campaign. Our final goal is for the target market of BGJWC

to directly relate purple dresses to the club. This covers our first

objective, which is to raise awareness of the Bowling Green Junior

Woman’s Club.

The first tactic is to dress the statues on WKU’s campus with

purple dresses. This will arouse conversations among students and

faculty. The dresses will include the BGJWC name, as well as a QR

code. The QR code sends curious students and faculty to the BGJWC

website. This gives them a way to instantly interact with the Junior

Woman’s Club.

The only expense included in this tactic is the dresses. BGJWC

will need to buy four dresses. Dresses will be placed on the statues

for Cherry, Diddle, and Guthrie along with the statue of the woman in

front of Grise Hall.

Flash Mob

The second event will be a flash mob on campus. Volunteers in

the club will recruit women from campus to participate in this event.

A group of women will wear purple dresses and walk around campus

spreading information about the club. This event doesn’t require a

budget because the participants will be volunteers.

16

The third event BLVD has developed for BGJWC is for a

WKU women’s sporting event. Big Red will wear a purple dress at a

volleyball, softball or women’s basketball game. BGJWC will set up

a table at the entrance to tell people about the club and encourage

them to sign up for a future event. To raise money, BGJWC will ask

WKU to sponsor the event by donating a portion of the profits to the

club.

The only expenses for this event is the dress that Big Red will

be wearing and any costs required in printing flyers to hand out at the

game.

Budget

Bowling Green Jr. Woman’s club receives $40 from active

members yearly. In return, the club uses $25 of the membership

money for items for the winter fundraising events such as: Adopt a

Duck for the Duck Derby and the Duncan Hines Festival. The BGJWC

has around 40 members and receives around $1600 from member

fees; $600 of that goes directly to fundraising events.

The BGJWC also generates money from their local philanthropy

event at the Hot Rod’s stadium. This event sells tickets at the price

of $10, and half of that goes directly to Regional Child Development

Clinics.

17 Including funds raised at the Hot Rods event and other money

they receive from sponsorships, in previous years the BGJWC has

donated an estimate of $45,000.

Overall, the only money that the club keeps is the membership

fees from their forty members. This allows the club to have around

$1000 to spend on what they see as fit. BLVD is proposing that

BGJWC use a designated portion of this money to invest into the

Branding Plan BLVD is presenting.

Proposed Budget

The agency configures that the cost of the dresses used in the

guerilla marketing campaign will cost $12 a piece, about $200 for the

entire guerilla campaign. This amount includes 15 reusable dresses

along with flyers to post information about the dress.

Another way BLVD plans to involve WKU students is by setting

up booths at fairs that come to campus. Tools that would be used at

these booths would include a canopy that covers 100 square feet,

plastic folding table, and a 3x6 feet vinyl reusable banner, and flyers

to pass out information. The kit with all of these materials included

will cost around $350. A portion of this price would be a set fee of

$290 because the majority of these tools are re-usable. Also, WKU

fairs are free to set up and participate in with approval from the

University event coordinator.

18

Other additional costs by BLVD come from press releases or

flyers that contain information which the BGJWC wants to spread to

the public. This is estimated to cost around $90. This price would

allow us to print more than 5000 flyers that could be used at various

events throughout the year and develop press releases to send to

Bowling Green media outlets.

Overall, BLVD is proposing BGJWC invest about $640 in our

branding plan. We, as an agency, believe that this is a reasonable

price considering the substantial amount of benefits and the $1,000

gained from membership fees.

The following are evaluation objectives BLVD used to measure the

success of their BGJWC campaign: measure the change in community

recognition of the BGJWC brand and note the increase in membership

in the BGJWC as it relates to the previous calendar year.

Guerilla marketing efforts using the new BGJWC logo will use post-

campaign surveys to indicate the reach and “word-of-mouth” buzz

generated by the “purple dress” takeover of the Western Kentucky

University campus and surrounding areas within Warren County.

Interactive materials such as Twitter and Facebook, also incorporating

the new logo, will indicate level of success using web analytics in

conjunction with “likes” or “follows” depending on the interface.

Evaluation Plan

19BLVD sent out a brief e-survey to gain insight on the target market

BGJWC wishes to reach. Basic questions of age and gender were

placed with ones inquiring community involvement to get an overall

feel for the target based on respondents. The conclusions are as

follows:

83.9% of total respondents (52/64) were between ages 18-40,

the target that the BGJWC wishes to reach. This finding illustrates that

the target is in the middle of everyday happenings and are frequent

and natural operators of social platforms such as the e-survey just

completed.

92.2% would consider volunteering with a nonprofit.

This shows that people within the community truly want to

actively help and make a difference, but they may simply

be lacking the direction or know-how to take the next step

toward involvement.

88.9% said they would be comfortable meeting and

volunteering with a group once a month. This statistic

shows that respondents would be more than willing to help

out if the organization and its philanthropic opportunities

were to present itself to them more directly.

20

With 79.7% of respondents being

female, the BGJWC certainly has a

large enough scope to work with. With

the members of the BGJWC being

100% women, it should come as a

refreshing discovery that the women in

the surrounding area are already taking

active steps to help their peers, as was

demonstrated in the simple gesture of

completing the e-survey.

When asked about involvement in Greek life, only 17.2% of

respondents claimed to be involved. This leaves 81.3% of respondents

(1.6% marked undisclosed) as an untapped majority with potential

interest in non-profit work. Also, the 17.2% involved in Greek life have

potential to develop partnerships with the BGJWC for future spikes in

non-profit event participation and planning.

In terms of hours spent volunteering per month, responses ranged from 1 and 2 hours all the way

to 15 or 20 hours per month. This finding shows that there are people out in the community

that may be heavily involved in volunteering efforts but lack the recognition and association with a

title or group such as the BGJWC or other non-profit organization in the Greater Nashville area. On

the other side, respondents with less hours spent volunteering in a given month may wish to increase

their dedication to such groups and the BGJWC may be the foundation fueling that need.

21Timeline

22

23Next Steps

The next steps for Bowling Green Junior Woman’s Club should

begin development over the summer of 2012. Suggestions for the

website and logo redesign.

BLVD’s primary suggestion is to garner permanent corporate

sponsors specifically for the Bowling Green Junior Woman’s Club

through the various tactics listed throughout the plan. Permanent

sponsors will give Bowling Green Junior Woman’s Club the opportunity

to purchase banners and conduct promotional giveaways that will help

positively market the organization.

The guerilla marketing campaign created by BLVD will need to

be initiated on Western Kentucky University’s campus during the fall

of 2012 semester. The summer months should be used to prepare

the campaign and potentially obtain permission from WKU to place

dresses around campus.

In addition, the Bowling Green Junior Woman’s Club members

are suggested to begin signing non-personal emails with “Bowling

Green Junior Woman’s Club Member,” and encourage members to

begin basic networking in their spheres of influence.

24

Along with the guerilla marketing campaign, BLVD suggests

the immediate implementation of self-promotion techniques. This

would include putting “Presented by Bowling Green Junior Woman’s

Club” on promotional materials for every event the organization is

affiliated with. Also, the new logo needs to be placed on all branded

products.

Lastly, Bowling Green Junior Woman’s Club needs to set up a booth at

all Academic Transition Programs on WKU’s campus to promote the

organization to new prospective students.

In addition, talking to sororities during their weekly meetings

about recruiting members for community service events and

extracurricular activities outside of their organizations would be

beneficial for the club. Also, a presentation for high school girls would

be helpful for recruiting as soon as they reach 18 to help improve their

resumes and college applications.

Jacob Stephenson

Austin Stephenson

Catherine Montano

Jeff Franklin

Kelsey Layer

Ashton Skates

Paige Breedlove

Ross Whitaker

Kevin Payne

Bailey Goebel

Kaitlyn Swaggert

BLVD TEAM MEMBERS

Western Kentucky University Advertising Department 2012

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