build pr campaign
TRANSCRIPT
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Table of Contents
Situation AnalysisGoals and ObjectivesTarget AudiencePositioningKey MessagesChallengesCommunication VehiclesResearch MethodsTime ChartStrategies and TacticsBudgetEvaluation PlanAdvertising PlanOther Items to ConsiderEvents PlanCollateral PlanDirect Marketing PlanAction PlanProject Approval ChecklistBUILD LogoBUILD PosterBUILD Secondary PosterKick-off Party Press ReleaseBUILD Survey ResultsPR Team Bios
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Situation Analysis
The BUILD program at Brigham Young University–Idaho seeks to encourage upperclassmen students to give back to the university by volunteering academically. BUILD encompasses Gateway Seminars, Pathway Mentoring, Peer Mentoring, and Academic Tutoring. Our client, Van Crawford, wishes for more high-quality students to participate in these academic volunteering organizations. He wishes to help students lift, serve, and build each other. BUILD provides students around the world and on campus with peers who provide assistance that will lead them to success. The volunteering opportunities provide great experiences for students to build their resume and enhance their skills set. The weakness of the program is that it’s in a developmental stage and is not recognized by the majority of the student body. Another challenge will be developing the BUILD program as a whole while some of the associated programs are in their own developmental stages. There will need to be increased communication between each underlying organization and an increased awareness of the BUILD program because each program has separate ownership. Our general target audience will be the upperclassmen student body and employees of BYU-Idaho.
Strengths: Provides students globally and on-campus with peers to help them succeed academically. BUILD provides students around the world and on campus with peers who provide assistance that will lead them to success. The volunteering opportunities provide great experiences for students to build their resume and enhance their skills set.
Weaknesses: BUILD is in its developmental stages and is not well recognized by students
Opportunities: Building the branding and awareness of BUILD as an all-encompassing academic volunteering program will strengthen the effectiveness of publicity
Threats: Some of the associated programs are in their own developmental stages and are not on the same page as BUILD. They have their own ideas for branding already, and it will be difficult to get them to agree on consistency. There will need to be increased communication between each underlying organization and an increased awareness of the BUILD program because each program has separate ownership.
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Goals and Objectives
• �From�our�survey�of�BYU-Idaho�students�and�their�level�of�familiarity�with�the�BUILD program, 87% said that they were not familiar with the program and only the remaining 13% of students were moderately familiar with BUILD. Therefore, we want to provide a greater awareness as a whole by increasing student awareness by 25%, resulting in 38% of the campus population being at least moderately familiar with the BUILD program.
• �As�a�result�of�increasing�the�awareness�of�BUILD�among�students�the�numbers�of�volunteers for each facet of the program are expected to increase significantly. However, our focus is strictly branding and increasing awareness.
• Finish�the�PR�Plan�for�the�BUILD�program�by�March�13th,�2012.
• �Meet�with�Van�Crawford�(Coordinator�for�BUILD�image)�and�Mandy�Brady�(Graphic�Designer)�every�week�until�completion�of�branding�and�PR�plan.�
Target Audience
• Internal Audience
o Current peer advisors, gateway seminar volunteers, and academic advisors so that they can use their current knowledge to educate new potential volunteers
• External Audience
o Upperclassmen that are willing to serve and are academically successful because they will give us the best quality volunteers
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Positioning
BUILD Program is unique in that it allows upperclassmen to give back academically and help underclassmen while gaining powerful and marketable leadership skills. Our slogan will be“Building others academically.”
Key Messages
• �BUILD�is�a�program�that�allows�students�to�gain�valuable�resume�building�experiences and leadership skills
• �Volunteering�academically�will�benefit�students�as�well�as�volunteers�with�a�better�academic experience.
• BUILD’s�slogan�will�be�“Building�others�academically.”
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Challenges
• �The�BUILD�program�is�not�its�own�entity;�it�is�a�connecting�tool�between�students�who want to serve academically and the academic programs that the school needs help in. It will be a challenge to develop a branding for BUILD that will bring attention to both the programs provided and BUILD itself. As a solution to this, we will create posters for the general BUILD program as well as individual posters for each program.
• �These�academic�programs�are�not�looking�for�quantity�but�instead�quality.�Our�success�will�not be measured solely by numbers, but by the quality of student volunteer applicants. To solve the problem of quality volunteers we have a list of qualifications for the volunteers and make those quality students our target market.
• �Volunteering�for�an�academic�program�is�not�as�easy�to�advertise�for�as�a�social�event�on campus. It’s more difficult to express the purpose and benefits of this volunteering opportunity in a way that will quickly attract attention. We will make it more attractive by advertising the valuable resume building opportunities and leadership skills.
• �This�type�of�volunteering�program�is�not�one�that�most�people�eagerly�apply�for�and�desire�to put large amounts of time into. It is more of a type of activity that students know is good for them, but they do not necessarily seek opportunities for it. We face this challenge by advertising the leadership skills and resume building opportunities so that highly qualified volunteers will apply.
• �Judging�from�the�preliminary�survey�research�we�conducted,�our�main�challenges�will�be�convincing students to do unpaid work and commit their time each week. People will want to volunteer because of the leadership skills and the resume building.
• �People�may�not�understand�what�BUILD�is�about�or�why�it�is�capitalized�and�that�it�is�not an acronym. This is why we describe the different programs on different posters and explain on the logo that it is giving back academically.
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Communication Vehicles
• �Posters:�Four�different�types�of�poster�placed�around�campus�and�within�campus�buildings: One main poster representing the BUILD program overall, and a poster for mentoring, tutoring, and advising.
o There are approximately 15 buildings on campus to put posters in and we will need about 5-7 posters per building. In total we will need approximately 75-100 posters to cover all of campus. At about $2 a color poster, it will cost about $150.00 to cover the campus.
• Websites: The website URL for BUILD will be www.byui.edu/build.
o Each poster will have the website and QR codes displayed prominently in efforts to direct students to the website to be further educated on volunteering opportunities with specific directions on how to get involved in one of the program’s facets.
o The BYU-Idaho home page, Academic Advising home page, and my.byui.edu ticker display will each be utilized to advertise the BUILD website and program.
• �BUILD Event: Our opening event in Manwaring Center. This “launch party”, will be held in�the�special�events�room�(MC�272)�in�the�evening�one�night�during�the�week�within�the�first few weeks of the semester.
o Upper classman will be invited to attend along with special guests from the University including Van Crawford, the BUILD program director, and the main speaker of the evening, President Kim B. Clark.
o The topics of the evening will include Brother Van Crawford speaking on details on the BUILD program and its mission, descriptions of the several facets of BUILD given by leaders from their respective volunteering organizations, and President Clark speaking on the importance of volunteering and giving service, both within the University and abroad.
o There will be refreshments afterwards and students in attendance will be given opportunity to mingle with those in charge of each volunteering program and sign up for opportunities.
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Research Methods
One research method already employed by the BUILD PR team is a survey that was given using convenience sampling to determine levels of awareness about the BUILD program among upperclassman on campus. This survey was developed with three main goals in mind. 1. To find out the awareness of upperclassman on campus. 2. To learn what motivates BYU-I students to volunteer. And 3. What obstacles keep students from volunteering so we can be aware of them and address the issues in secondary messages as a part of the BUILD posters.
� Further�research�will�need�to�be�conducted�in�order�to�gauge�the�effectiveness�of�the�BUILD�PR campaign. This research will include another survey, this time more simple that the last because it will focus only on the student’s level of awareness after the campaign has been implemented for a semester.
Other research methods will include a the student response at the BUILD Event. It may also be helpful to research using university statistics on demographics among the student population, especially for those who may be interested in the Pathway mentoring teaching where volunteers teach people from other countries online.
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Time Chart
Original Projected:
January�30�–�February�4�(Develop�basic�idea�for�branding�and�theme�for�BUILD�Program)February�6�–�February�11�(Create�a�visual�branding�for�the�BUILD�Program)February�13�–�February�18�(Finish�BUILD�Program)February�27�–�March�3�(Gateway�Seminars)March�5�–�March�10�(Gateway�Seminars)March�12�–�March�17�(Gateway�Seminars)March�19�–�March�24�(Finish�Gateway�Seminars)
Actual for Winter Semester 2012:
January�30�–�February�4�(Developed�basic�idea�for�branding�and�theme�for�BUILD�Program)February�6�–�February�14�(Brainstormed�ideas�for�BUILD�branding�and�awareness�strategies)February�14�–�February�21�(Completed�design�of�BUILD�logo�and�brainstorm�poster�ideas)February�28�(Created�mock-ups�of�actual�BUILD�poster�and�image)February�29�–�March�6�(Secondary�Messages;�Completed�Build�Poster)March�6�–�March�13�(Completed�iTutor,�iMentor,�and�iAdvise�posters)March�13�–�March�29�(Finalize�BUILD�PR�Campaign�and�compile�portfolio)March�30�(Present�to�client�in�class�for�Comm�280)
Projected for Spring 2012:
April�16�–�May�1�(Preparations�and�organization�for�launching�the�BUILD�PR�campaign)
May�2�(BUILD�Event/Launch�Party;�Placement�of�posters�around�campus;�official�website�launch)
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Strategies and Tactics
Strategy Tactics
Create a branding for BUILD
• �Our�group�brainstormed�words,�phrases,�and�ideas that represent/advertise BUILD
• �Develop�a�constant�set�of�style,�typeface,�and�format for any designs for BUILD
����(January�30�–�February�4)
Make posters to advertise BUILD
• �Consult�with�Mandy�(graphic�designer)�about�how the poster should be designed
����(February�14-21)
• �Transfer�branding�to�poster�ideas�(February�28)
• �Contact�University�Printing�to�find�out�cost�of�posters�(March�6)
• �Print�posters�out�and�get�approved�by�school�to�place throughout campus
Work on establishing similar BUILD branding throughout the four academic programs
• �Have�Mandy�contact�each�program�director�and inform about BUILD branding and advertisement
• �Provide�programs�with�BUILD�branding�information to use in their program designs
Ensure that all BUILD programs are present at�the�Service�Fair
• �Contact�each�program�and�inform�them�of�the�Service�Fair
• �Reserve�a�booth�for�each�program�so�that�they�are next to each other by signing up in the Manwaring Center
Contact previous volunteers and graduates to find real life examples of student success stories
• �Make�phone�calls�using�the�BYU-Idaho�Alumni�database to ask previous students about their success in academic volunteering before the kick off event at the beginning of the Spring semester
• �Use�specific�stories�for�the�posters�to�be�used�on�campus
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Newspaper article in The Scroll
• �Call�or�go�to�Scroll�office�April�17�and�talk�to�campus editor about having an article be written about having an article with testimonials on BUILD being printed within the next two weeks publications
Creating a website
• �Each�one�of�our�posters�has�either�a�QR�code�or the website of BUILD clearly visible so that students can be directed there to find out more information about the program
• �Have�Mandy�launch�website�by�the�second�week�of spring semester 2012
Kick off party
• �Brother�Crawford�should�ask�volunteers�to�prepare speeches for the event by April 20
• �Visit�and�ask�community�businesses�to�donate�items for the giveaways by April 20
• �Make�catering�reservations�with�the�company�of�BUILD’s choice by call by
April 20
• �Mandy�should�perfect�and�print�sign�up�sheets�for the different volunteer programs by April 21
• �Brother�Crawford�should�make�a�meeting�with�President Clark to explain the BUILD programs need and for his speech during the kick off event and ask him to speak by April 23
• Set�up�for�the�event�the�day�of
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Budget
Item Estimated Cost
Actual Cost
Charge Number(s)
Unit Number(s)
Ad development $200
Ad placementt
Direct mail piece development
Direct mail postage
Total: $200
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Evaluation Plan
We can take surveys online to show how much people already know about the BUILD program on campus. After the campaign we can take the survey again to show how people’s attitudes have increased or declined.
Advertising Plan
� Our�goal�in�advertising�is�to�educate�our�target�audience�(upperclassmen)�about�BUILD and motivate them to commit to volunteering.
• �Place�posters�throughout�campus�buildings�ensuring�that�at�least�one�poster�is�near�each�Internship and Career Services office.
• Place�tailored�posters�in�certain�buildings:
o Academic tutoring for Chemistry in the Romney
o Gateway Seminar facilitating in the Spori and Hinckley
• Have�information�tables�at�the�Service�Fair�and�in�the�MC
o Info tables in the MC should be scheduled early in the semester and scheduled for no more than 2 weeks before the informational meetings. Have 2 tables each week for a total of 4 tables.
o It is recommended to move your table location around in order to access a variety of students.
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Other Items to Consider in Public Relations Plan
• Targeted�messages:�
o BUILD program encompasses Academic Advising, Tutoring, Peer Mentoring, and Gateway Seminars
o BUILD programs offer opportunities to give back to the school for your successful academic experience
• PR-specific�collateral�materials:�
o Newspaper article in The Scroll
o Posters on campus
o Brochures
o Website
• Promotions�(PR�stunts)
o BUILD Informational meeting: Schedule an event where interested students can learn more about each program and how to apply to volunteer
o Booths�at�Service�Fair
o Tables in MC
• �Spokespersons:�Van�Crawford�is�the�official�spokesperson,�but�it�would�be�beneficial�to�have student leaders in the programs as spokespersons as well.
• Media�contacts�(news�angle�and�any�exclusivity�agreements)
• �Internal�announcement�strategies/vehicles:�Emails,�website,�verbal�announcements�at�team�meetings
• Community�leader�contacts�and�strategies
• Customer�contacts/strategies
• Regulatory�contacts/strategies
• Timing
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Events Plan
This event will kick off the branding and beginning of the BUILD campaign. In attendance will include those currently involved in the program with everyone from the volunteers to President Clark, and all of the potential new volunteers for the program. All students are welcome because the main goal of the event is it raise awareness of the program. There will be a few keynote speakers including President Clark and Brother Crawford, food, sign up sheets, and prize giveaways.
Collateral Plan
Collateral Description: BUILD will be utilizing booths during the semester to advertise the program, opportunities, and the kickoff event. During these booths, members will be handing out flyers that give information to direct students to the website. Eventually we would like volunteers to wear BUILD shirts.
Design implications: Our group is certain that the posters we have designed will provide a significant increase in the awareness of BUILD on campus. The problem that we could possibly run into is that people don’t connect BUILD with its sub-programs of: peer mentoring, tutoring, pathway, and gateway seminars. We hope to avoid this confusion by making general posters for BUILD, as well as posters for the individual volunteering programs.
Direct Marketing Plan
• �Have�a�booth�set�up�at�the�Service�Fair�with�representatives�to�connect�with�students about the BUILD program on a personal level and invite them to the informational meetings by talking and handing out flyers.
• �Flyers�to�hand�out�at�information�tables�about�the�informational�meetings�that�occur
• �The�kick�off�event�will�give�potential�volunteers�direct�contact�with�people�currently�involved in build and will ask them on a personal level to give back.
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Action Plan
Action Item Person Responsible Due Date CompletedTACTIC: Brainstorm words, phrases, and ideas that represent/advertise BUILD
Entire Team 1/26/12 1/26/12
Meet with Van Crawford to understand the concept of BUILD
Entire Team
Meet as a team to brainstorm words, phrases, and ideas to promote and represent BUILDPresent ideas to Van CrawfordTACTIC: Develop a constant set of style, typeface, and format for any designs for BUILDMeet�with�Mandy�(graphic�designer)�to discuss how to connect the wording and vision for BUILD to graphics.Review Mandy’s draftRecommend changes or additionsTACTIC: Contact each program di-rector and inform them about BUILD branding and advertisementCommunicate with each director via phone to set up an appointment
Meet with each director and discuss BUILD branding
Commit and have directors report back
TACTIC: Reserve a booth for each program so that they are next to each other
Contact Service department about when�and�where�the�Fair�is
Reserve�2-4�booths�(either�one�for�each�or�combine�two�programs�per�table)
Confirm reservation14
Project Approval Checklist
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BUILD Logo
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BUILD Poster Development
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BUILD348 Rigby Hall • Rexburg, ID • 83460-4545 • Phone: (208) 496-1105
o t h e r s a c a d e m i c a l l yBU LD
i tutored
i mentored
i advised
i tutored
i mentored
i advised
Visit our website:
www.byu.edu/build
Be A
V o l u n t e e r
i tutored
i mentored
i advised
Visit our website:
www.byui.edu/build
V O L U N T E E R
Phase 1
Phase 2
Phase 3
i tutored
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i advised
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BUILD Poster Final
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i advised
www.byui.edu/build
o t h e r s a c a d e m i c a l l yBU LD
“My advising helped Alex put together his graduation plan.”
i mentored
www.byui.edu/build
o t h e r s a c a d e m i c a l l yBU LD
“As a peer mentor, I helped Chris figure out
his life career.”
i tutored
www.byui.edu/build
o t h e r s a c a d e m i c a l l yBU LD
“My tutoring helped students realize what the Spirit of Ricks is all about.”
BUILD Secondary Posters
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Kick Off Party Press Release
BUILD Program348 Rigby Hall / Rexburg, ID 83460
NEWS RELEASE
February 17, 2012
FOR IMMEDIATE RELEASE
BUILD PROGRAM ANNOUNCES INFORMATIONAL MEETING
BYU–Idaho Students Will Learn About Academic Volunteering Opportunities
REXBURG, Idaho—BUILD, a program that promotes opportunities for students to volunteer academically will be
hosting an informational kickoff event on (insert date and time) in (insert location) will provide BYU–Idaho students
with information about various academic volunteering organizations on campus they can become involved in.
The meeting will feature four academic volunteering organizations: Gateway Seminars, Pathway Mentoring,
Peer Mentoring, and Peer Tutoring. Each organization will present students with information about available volunteer
opportunities and any requirements to be eligible to volunteer.
“BUILD provides students with an opportunity to give back to a university that has blessed them with so
much,” says the coordinator of Student Connections.
Van Crawford ran Student Activities for 13 years and transferred to Academic Student Connec-
tions in 2010 where he currently oversees all operations of the department including BUILD.
One of the directors of Gateway Seminars described her experience as initially motivated by the
benefits she would receive as a volunteer. “At first, I saw it as a chance for me to build my résumé, and
Contact Information:
Valerie Schulthess, Communications Director
Office: 321-230-5077
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now I look forward to volunteering since I’ve seen the way it changes lives,” said Lauren Smith.
Each organization is looking for motivated students to pay it forward academically for a few
hours a week.
Gateway Seminar facilitators teach one of three seminars to students in various Foundations
courses: The Learning Model, Realize the Vision, and Academic Planning.
Pathway Mentors use Skype to help students in different countries practice conversational Eng-
lish skills.
Peer Tutors help teach students who need help in a certain subject of school, from chemistry to
Spanish.
Peer Mentors assist lowerclassmen in their major with making decisions about school and giving
them the confidence to be successful students.
Leaders of the various organizations under BUILD anticipate a successful informational kickoff
event that will result in a greater awareness of academic volunteering opportunities available to students.
Boilerplate
BYU-Idaho President Kim Clark conceived the idea of giving back academically, and Academix
Vice President Fenton Broadhead moved forward with the concept, naming the program BUILD in
2010. The goal was to combine all academic volunteering opportunities at BYU–Idaho into one program
that students can turn to for information. Under BUILD are volunteer organizations including Gateway
Seminars, Pathway Mentoring, Peer Mentoring, and Academic Tutoring. The program unifies these
organizations with the motto, “Building Others Academically.”
# # #
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Current Student Awareness Results
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Effectiveness of Advertising Results
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Students’ Reasons Results
PR Team Bios
Russell Dickerson: Russell is a Senior at Brigham Young University-Idaho with a major in Communications with an emphasis in Public Relations and a minor of Industrial Organization Psychology. He currently is the Media Assistant for the Department of Community Connections at Brigham Young University-Idaho. As a student Russell enjoys diverse activities such as performing with the BYU-Idaho Collegiate Singers. Russell hopes to work as a PR Practitioner for an In-House organization in the future and move towards the Northwest United States with his family.
Valerie Schulthess: Valerie is a Senior studying Horticulture with a minor in Public Relations. She has been involved in the Gateway Seminars as a facilitator and was recently promoted to Area Director over the organization for Spring 2012. She is aspiring to pursue a career in Public Relations for�Human�Resources�in�the�green�industry�when�she�graduates�in�July.
Stephanie Hyde: Stephanie is a full-time student at Brigham Young University-Idaho. She is currently a Sophomore pursuing a Bachelors degree in communications with an emphasis in public relations. In the future, she would like to work in-house for a non-profit organization’s public relations department.
Ryan Miller:�Ryan�is�a�Junior�studying�Communication�with�an�emphasis�in�Public�Relations.�As�a student at Brigham Young University he is involved in diverse programs and activities including performing�on�saxophone�with�Sound�Alliance,�the�University’s�top�Jazz�ensemble,�presenting�an�original research project entitled “Video Games and Their Effect on Marital Relationships” at the Research & Creative Works Conference in March 2012, and working as a Living Scriptures Inc. Summer Sales Manager overseeing a sales team made up of primarily BYU-Idaho students. Ryan plans on graduating with his bachelor’s degree in Winter of 2013 and going on to earn his Master of Business Administration at Brigham Young University.
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