hpu campaigns book
TRANSCRIPT
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The Youth Network is a program under the broad arms of the nonprofit organization the
Guilford County Resource and Referral Center. The Youth Network is intended to enrich the
lives and assist in the growth of area youth.
STRAT Solutions has created a campaign called “Whose life will you change?” in order
to support the mission of the Youth Network. The purpose of the campaign is to raise funds for
the program, reducing their financial burden as they hope to expand their program and accept
more children.
The Youth Network has requested a strong partnership with High Point University. With
the assistance of two HPU student ambassadors who will act as liaisons between the Youth
Network and the university, we hope and believe that this relationship will be co-beneficial,
supporting the nonprofit goals of the Youth Network as well as the philanthropic aims of the
High Point University community. Similarly, after discussing our campaign with the Student
Life office of HPU, they supported our campaign ideas, bolstering further support for this
relationship.
As part of the “Whose life will you change?” campaign, STRAT Solutions proposes two
on-campus events beginning September 2013. First, the Youth Network, through its
ambassadors, will hold a benefit concert at High Point University. Music will be provided by a
student band and donations to the Youth Network will be accepted throughout the duration of the
event. The second proposed idea is a Sponsor A Child program, wherein individuals, groups,
clubs, and organizations can “sponsor a child” by subsidizing, in part or fully, the $550 semester-
long program cost.
The goal of the campaign is to raise $6,000 for the Youth Network by December 31,
2013, twice what it raised in a fundraising campaign in 2011. For STRAT Solutions’ proposal,
the fundraising will come through three levels of program sponsoring. First will be a $50 lunch
sponsorship, which will cover one day’s lunch for the participating youth. Second will be a $200
program sponsorship, assisting in various program needs, and then the $550 sponsorship of a
child’s program costs.
Executive Summary
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In order to achieve these goals, the Youth Network will use various paid media, owned
media, earned media, and social media.
The campaign will include a graphic to be included in the High Point University
newspaper, the Campus Chronicle and in the HPU yearbook, Zenith, as well as Campus
Concierge and SGA emails sent to all HPU students daily. Also, it will include spots on HPU
radio and the Wow Factor student television show.
The campaign will include a brochure and flyer distributed to students through their
campus mailboxes and at the fall Activities Fair to raise campus-wide awareness, and a
newsletter distributed to sponsors of the youth, volunteers, and parents outlining program
activities and events.
The Youth Network will send out news releases to High Point University media as well
as local media to raise awareness of the program to the media and to the local community. These
news releases will discuss the benefit concert as well as the Sponsor A Child program as part of
the greater “Whose life will you change?” campaign.
Finally, the Youth Network will maintain a strong presence on the social media sites
Facebook and Twitter, hoping to reach the college student target market more effectively. As
part of this is an included schedule of postings. On Twitter, every Monday (giving insight into
the planned activities of the upcoming Saturday) and Saturday (provided a recap of that
Saturday’s happenings) a post will be uploaded. On Facebook, a status will be written every
Monday (offering a first hint about the upcoming Saturday), Wednesday (serving as a mid-week
reminder), Friday (giving a final reminder about Saturday’s programming), and Saturday
(describing a recap).
The budget will be kept low, with the only substantial costs from printing of brochures
and flyers. Much of the fundraising campaign will come from volunteers and students.
Through the “Whose life will you change?” campaign, the Youth Network will be able to
advance its mission in the community, accept new and more children into the program and
maintain a strong reassurance of financial security. Its relationship with High Point University
and its Student Life department will be invaluable to the Youth Network program through the
support of a university body committed to the community. Whose life will you change?
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History
The Guilford County Resource and Referral Center was started three years ago and
originally specialized in mental health services. However, the privatization of mental health
services in North Carolina led to the emergence of the provision of services only with diagnosis,
resulting in the frequency of misdiagnosis. Thus, the center decided to change tracks and cut ties
with the state out of a concern for keeping the best interest of the children in mind. As stated by
Dr. Pamela Palmer, the mission of the center is to “support individuals, families, and
communities by assisting them with enhancing their ability to overcome life challenges, benefit
from opportunities, and maintain their quality of life.” Furthermore, the GCRRC vision is to
“assist individuals, families, and communities with sustaining their quality of life, through
enrichment and empowerment.” As the Guilford County Resource and Referral Center website
expresses, the organization also “assists with planning and preparing for personal, family and
professional opportunities” and “shows individuals how, to acquire information, educational and
financial resources, to maintain their quality of life.” The latter facts demonstrate that the center
provides a wide array of services, touching on a number of issues and challenges that people in
the community encounter. GCRRC supports different programs, including Sisters Helping
Sisters, Capacity Builders, Case Management Services, Comprehensive Clinical Assessment,
Outpatient Therapy Services, Resource and Referral Services, and Youth Network.
Program Analysis
Considering that the client has requested our help with the development of the Youth
Network program, our team will focus discussions of the basic information about this specific
program. The Youth Network was recently introduced as part of the center last June,
specializing in “helping Pre-K through 12th
grade grow and develop a strong sense of self, and
helping children achieve self-confidence, high self-esteem, and self-motivation.” However, as
Dr. Palmer pointed out, the Youth Network is currently serving only African American boys in
Kindergarten through 2nd
grade. In relation to the fact that only boys participate in the program,
Situation Analysis
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Dr. Palmer explained that this was a decision made due to the fact that, at this point in time, the
program cannot accommodate all possible participants and the need in the community.
Therefore, it was determined to begin the program with boys and, in the future as it continues to
grow and develop, girls as well as older children will be included. On the other hand, she
emphasized that children from any socioeconomic level are welcomed in the Youth Network and
pointed out that the majority of the 10 boys who are signed up this term live in High Point. To
note, the Youth Network offers 10 sessions on Saturday every term, which runs on the Academic
Calendar of High Point University in accordance with the Fall and Spring semester.
In relation to the mission and vision of the Youth Network, the program operates on the
idea of providing opportunities for the enrichment of the children. Dr. Palmer focused heavily
on this idea, affirming that the Youth Network is not founded on the idea of being a tutorial
driven program but instead on the latter. The network has identified a variety of issues
applicable to what many children are facing in the community, including “limited engagement
outside their home, neighborhood, and the greater community, negative peer interactions,
struggle academically, unhealthy attitude, foster bad life choices, little to no family support,
narrow perspective on personal and career plans.” The Guildford County Resource and Referral
Center, together with the Youth Network, provides a structured response to address the latter
issues, incorporating a pyramid of aims to be achieved relating to family (“connect families to
community resources”), mental (“improve your outlook on life”), socialization (“promote
positive peer interactions”), education (“influence academic success”), work ethic (“develop a
personal and career plan”), nutrition and health recreation and fitness (“make positive lifestyle
choices”), and spirituality (“encourage a positive and hopeful attitude”). More specifically, the
Youth Network incorporates “four areas of enrichment” into its programming. That is,
Inspiration Nation (“engages youth with a speaker to inspire and motivate students while
encouraging leadership qualities”), Self-Discovery Zone (“encourages thinking about the future
and works on developing career goals and social skills”), Power Hour (“focuses on cognitive and
physical development of youth and emphasizes mental stimulation and fitness and health”), and
Peer Connect (“promotes open discussion of different parts of life in order to strengthen self-
esteem and establish self-concept”). This term the Youth Network has specifically incorporated
the teaching of LEADERSHIP into its programming and every Saturday the children receive
instruction focusing on a different word beginning with each letter of the word “leadership.”
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To conclude this section outlining the program analysis, the Youth Network in
conjunction with the Guilford Country Resource and Referral Center is a volunteer-driven
organization, striving to address a need and make a difference in the community based on a non-
profit platform (relating to the fact that collecting revenue is a necessity to sustain the center but
extending assistance is the foremost priority). Its sponsors include businesses and organizations
such as Food Lion, Guilford Nonprofit Consortium, JobsNow, and North Carolina JobLink
Career Center. Additionally on its website, GCRRC summarizes three ways to donate, ranging
from honorary donations for a person or celebration to general monthly giving to sending in a
donation form by mail.
Competitors
In terms of the competitors of GCRRC, Dr. Palmer described that she does not view the
center’s competition as a problem. In contrast, she expressed appreciation for the involvement of
other organizations’ involvement in the community, working in conjunction with GCRRC to
provide an effective response to a need that is overwhelmingly great. Dr. Palmer went on to say
that the structure of the center is different from competitors. That is, the competitors address
some of the same needs as the center, and namely the Youth Network, but do so by means of a
different facet. She emphasized the idea that in the realm of non-profit competitors present less
of a threat than for organizations whose main premise is making a profit, considering that the
main objective of all of the organizations is with the good intentions of serving the best interest
and wellness of the kids.
However, for the purpose of the situation analysis, we will provide some key information
about the GCRRC Youth Network’s competitors, namely the Boys and Girls Club, the YMCA,
and Big Brothers Big Sisters in the High Point community (due to the fact that the majority of
the current participants of the Youth Network are from High Point), as well as some industry
trends as exhibited by patterns in their goals and objectives. Additional competitors include
Youth Unlimited (“Giving Kids a Second Chance”) and Children’s Advocacy Center of North
Carolina (“Facing Child Abuse Together”). We have researched the main competitors by pulling
the following information from their website pages.
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Boys and Girls Club
With the slogan “Great Futures Start Here,” the Boys and Girls Club states its mission as
“to inspire and enable all young people, especially those from disadvantaged circumstances, to
realize their full potential as productive, responsible and caring citizens” and its core beliefs as “a
safe place to learn and grow, ongoing relationships with caring adult professionals, life-
enhancing programs, character development experiences, hope and opportunity.” Its programs
include education and career development, health and life skills, character and leadership
development, the arts, sports, fitness, and recreation. The Boys and Girls Club is sponsored by
mainly state and mainstream organizations, such as the Boys and Girls Club of America and the
North Carolina Alliance, City of Asheboro North Carolina, Randolph County Government, and
the United Way of Greater High Point and Randolph County. Although the Boys and Girls Club
does not provide specific information about donating or fundraising, it does advocate for anyone
with the means to contribute financially to the organization to do so.
YMCA
As stated on its website, the YMCA’s tagline is “We Build Strong Kids, Strong Families,
Strong Communities” and its mission is “to put Christian Principles into practice through
programs that build healthy spirit, mind, and body for all.” The YMCA strives to foster the
development of four character traits, including caring, respect, responsibility, and honesty, in its
participants. Its activities are divided between camping, childcare, leadership training, sports,
special populations, big brothers, and many others. The YMCA does not list their partners or
sponsors and simply states that it channels two main forms of contribution from the local
community, Friends of Youth (“which allows the organization to reach out to children in need”)
and Endowment Fund (which “provides for long term financial stability and support”).
Big Brothers Big Sisters
Big Brothers Big Sisters can also be identified as a competitor of the Youth Network. It
defines its mission as to “provide children facing adversity with strong and enduring,
professionally supported one-to-one relationships that change their lives for the better, forever.”
The organization prides itself on accountability and expresses that by “partnering with
parents/guardians, volunteers and others in the community we are accountable for each child in
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our program achieving: higher aspirations, greater confidence, and better relationships,
avoidance of risky behaviors, educational success.” Big Brothers Big Sisters offers its
volunteers the chance to be a community based big or a site based big. Furthermore, Big
Brothers Big Sisters hosts numerous fundraisers in support of its initiatives, including a Big
Bash, Bowl for Kids’ Sake, Tennis Tournament, and Caring for Kids. It has multiple community
partners, including Barberitos, Buffalo Wild Wings, Carter Brothers, Chick-Fil-A, Firehouse
Subs, Ham’s Restaurant, McAlisters, and Tex & Shirley’s.
To conclude, although the latter non-profit organizations including GCRRC and Youth
Network can be differentiated based on the identification of their separate partners and sponsors,
they exhibit like industry trends. That is, they share similar mission statements and core beliefs
as part of a common aspiration to serve the children of the community, to better their lives, and
to do so unselfishly only with the help given to the children in mind. The organizations can be
identified as being volunteer driven, reinforcing key areas of living a productive, meaningful,
enriching, and positive life relating to socialization (with friends and family), education, health,
and fitness in the future. They invest their time, resources, and efforts into bolstering their
programs, recruiting volunteers, fostering partnerships and sponsorships, as well as collecting
donations and hosting fundraisers to evoke the most widespread change possible. It can be
generalized that the non-profit organizations are supported by the connection they have with
their volunteers, partners, and sponsors, permitting for the optimization of the reach and
consistency of the programs. It is with the well-rounded and multi-dimensional execution of the
latter trends that all of the organizations can successfully meet their goals out of a concern for the
improvement of the community and the greater good of the future of the children.
Audience, Public Opinion, and Stakeholder Analysis
Several target audiences are relevant for the Youth Network:
-Families with young boys (not previously engaged in sports?)
(Participants)
-High Point University clubs and organizations
(Volunteers/Sponsors/Donors/Influencers)
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-Christ United Methodist Church members and groups
(Volunteers/Sponsors/Donors/Influencers)
-Community businesses
(Sponsors/Partners/Donors/Influencers)
-Other non-profit organizations (other churches, youth organizations, charity
organizations)
(Volunteers/Sponsors/Partners)
-Media
(Influencers)
Primary audiences include participants of the Youth Network and volunteers/laborers.
Secondary audiences for the Youth Network consist of the donors as well as business partners
and sponsors who are collaborating with and contributing financially to the program, but are not
a primary target for the Guilford County Resource and Referral Center and the Youth Network.
As the gatekeepers, so to speak, the media form the majority of the key influencers of public
opinion.
SWOT Analysis
Strengths:
1. The Youth Network is backed by the Guilford County Resource and Referral Center,
which is aiding to fund the program.
2. There is already a favorable amount of interest in the program in its inaugural year.
3. The program has obtained a house, which was donated for use as a facility for the
program.
4. The program promotes confidence and self-esteem in the children, which is beneficial to
the overall functioning of the community.
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Weaknesses:
1. Limited space in the house available for participants.
2. Only available to boys K-2nd
grade.
3. Limited funds.
4. Not very well known, lack of publicity, and underdeveloped website and social media
outlets.
Opportunities:
1. The illiteracy rate is extremely high in High Point and so there is a greater cause and
potential for collaboration with the English Department at HPU.
2. The need for the program is great and will most likely not diminish in the future.
3. Assistance from the HPU Interior Design department to make the house and decor
appealing as well as the content inside interesting.
4. Opportunities for sponsors to get involved by providing field trips, lunches, funding,
volunteers, etc.
5. Open the program up to 3rd
-12th
grade boys and girls K-12.
Threats:
1. Logistically, the location is limited in size, making growth in the future a challenge.
2. Parent involvement is mandatory and some might not have the means to provide
transportation and rides for their child to and from the house.
3. Other activities competing for the same free time of the children, such as sports, boy
scouts, etc.
4. Other non-profit organizations (Big Brother Big Sisters, YMCA, Boys and Girls Club,
etc.) competing for volunteers (especially in regard to High Point University student
volunteers).
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The Youth Network is a relatively new program that has explored a few different
communication practices. It has already gained the attention of the local news media as seen in a
recent clip on WFMY-News2. In addition, the program has formed a partnership with High
Point University and the English department. Furthermore, the program has a website people
can visit for further information and, similarly, the Guilford County Resource and Referral
Center has a Facebook page. However, there is only 1 Facebook like on this page, leaving room
for improvement.
Due to the issues the Youth Network currently faces, there are many opportunities to
counteract such challenges and to expand the program’s publicity and communication practices.
Such approaches include writing press releases and assembling media kits on behalf of the
GCRRC and the Youth Network for local media outlets to cover possible fundraisers and events
as well as improving the program's social media platform (Facebook, Twitter, YouTube) in
conjunction. Further initiatives could include the creation of a logo and the optimization of both
the GCRRC website as well as the Youth Network page. Additionally, the development and
distribution of a survey would provide insight into people’s opinions and views of the center,
allowing for effective communication with audiences as well as the garnering of more volunteers
and overall greater support. Lastly, formulating and sustaining relationships with HPU students
as well as further cultivating potential sponsorships and partnerships would benefit the Youth
Network, bolstering the continued success of the program in the future.
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Research Questions
The research question that will be examined is “What is the most effective method (s) by
which to bolster fundraising by means of HPU club and organization sponsorships?” This
research question was chosen based on the emphasis the client put on raising funds in support of
the Youth Network and targeting HPU students to do so. Although Dr. Palmer expressed
concern for attracting the donations of community businesses as well, she suggested for the
campaign at large to concentrate on recruiting the partnerships of HPU students, based on the
close proximity and connection of High Point University to the program. In the past, the Youth
Network has invested very few resources and efforts in doing so. During the fall of 2011, the
program organized the sponsorships of kids for them to participate the following year and, with
the launch of the Youth Network in June 2012, $3,000 was applied toward the sponsorship of 8
kids. Consequently, taking the client input and our research into account, our team addressed a
need to design our campaign around fundraising.
Research Analysis Overview
For this campaign, the primary research method consisted of the distribution of surveys to
HPU students. The survey is comprised of a variety of questions, ranging from specific ones
inquiring about students’ involvement in clubs and organizations, the volunteer projects they
participate in, their motivation for volunteering and donating to non-profit organizations, their
awareness of the Guilford County Resource and Referral Center and the Youth Network, and
general ones outlining basic information about them (year in school, sex, age, ethnicity). Twenty
surveys were distributed, the data was collected, and an analysis of the results was conducted,
which will be discussed in greater detail later on in the paper. To note, our team will focus more
so on the questions dealing with fundraising than with volunteering when formulating the
campaign. However, the data for both set of questions will be compiled for the purpose of this
research report.
In relation to the research question, secondary research outlining such points as non-
profit organizations’ branding, the most effective marketing strategies to be enacted by non-
Research
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profits, and the role of PR in doing so must be established as well. By discussing the latter
aspects, the analysis of the research question will be supported by not only the primary research
garnered by the distribution of the survey but also by the findings of past studies and non-profit
organizations’ initiatives. The efforts of the Youth Network’s competitors, namely Big Brothers
Big Sisters, Boys & Girls Club, and YMCA, will be examined, all of which to allow for the
greater understanding of the answer to the research question. That is, the most effective method
by which to bolster the fundraising by HPU sponsored clubs and organizations.
Youth Network Logo
Generally speaking, the success that a non-profit organization such as the Youth Network
experiences with fundraising is tied to the creation of a solidified brand and identity. An integral
part of doing so is founded on the formulation of a logo that can be applied to the distribution of
various materials as part of outreach platforms (Waters, 2011). Although a logo yields great
importance in permitting for the easy recognition of a non-profit by the audience, it must be
constructed with a specific purpose and guiding direction in mind (Waters, 2011). By ensuring
that the “organizational identity” is “driven by the guiding mission and vision of the
organization,” the perceptions that the public holds can be influenced, offering some control over
the manner in which people view the non-profit (Waters, 2011). Therefore, the logo provides a
form of consistency for a non-profit organization to communicate its goals and objectives
(Waters, 2011). Considering that a “brand gets narrowed down to what’s the logo, what’s the
strap line,” the creation of a logo must not be overlooked by non-profit organizations (Stride,
2007). The logo forms the basis of the “visual identity” but must be carefully thought through in
order to ensure that it supports the overall essence of the non-profit organization and the
communication of such ideas to the audience (Stride, 2007).
Such information provides concrete evidence for our decision to design a logo on behalf
of the Youth Network. Currently, the Youth Network does not have a logo and, as a result, the
program will be aided with the implementation of one. A logo will bring the vision and mission
of the Youth Network full circle, causing people to associate it with the program when seeing it
and sparking positive connotations and perceptions based on it. The logo will translate into the
Youth Network’s platform focused on kids, as can be gathered from the bright hues of colorful
handprints. It is planned for the logo to be placed on all materials the Youth Network distributes,
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tying all of them together cohesively and comprehensively as part of an effort to solidify the
brand.
Cause-Related Marketing
Furthermore, to address the research question of fundraising, the identification of general
marketing strategies must be incorporated into the analysis. The work of non-profit
organizations in this regard most prominently can be defined as cause-related marketing (Nelson,
2009). That is, “doing good with advertising: building awareness, branding, and generating
revenue for social causes” (Nelson, 2009). More specifically, cause-related marketing is
grounded in a “help-self + help-others message,” warranting the development of “a partnership
of a corporation and a non-profit organization” that ultimately results in a “win-win situation” for
both parties involved (Nelson, 2009).
Although cause-related marketing may fall under a specific category, the basis of the
action yields great significance in the recognition of the most effective strategies by which to
bolster the fundraising of a non-profit organization. That is, the process by which to do so comes
down to a key concept of promotion as described by “to attract donors, non-profit firms not only
convey the value of their efforts, but also describe the benefits of giving itself” (Stater, 2009).
To spark a desire for people to donate to a non-profit, the organization must translate the “need
for its services” in its messaging to convey “a sense of trustworthiness and legitimacy” (Stater,
2009). By striving to achieve the latter strategies founded on the communication of value,
benefits, and need, non-profit organizations are able to increase the probability of the likelihood
of its fundraising success (Stater, 2009). Ultimately, as the resource dependency theory states,
“non-profit organization’s marketing strategies are shaped by its reliance on donor versus client
revenue,” referring to the necessity of fundraising in support of the advocacy of the cause at
stake (Stater, 2009).
To execute the advocacy of the cause, non-profit organizations must adopt traditional PR
tactics and approaches in addition to ensuring the solidification of its brand and identity by
means of a logo as well as the consideration of marketing strategies. Thus, a non-profit
organization must build a portfolio of materials to be distributed in order to inform the public of
“what the organization is and what it does” because without basing a campaign on this idea the
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public simply “does not donate money” (Dyer, 2002). The latter public relations platform is
generally comprised of various materials each accompanied with a “central message” in mind
(Dyer, 2002). A “method of choice” for many non-profit organizations is the news release,
allowing for the extension of reach to a plethora of media outlets, ranging from print to television
to radio (Dyer, 2002). Furthermore, news releases not only serve as an effective method by
which to communicate with the media but also to do so directly with “potential donors,
influencers, partners, and other stakeholders” (Dyer, 2002). News releases serve as vehicles of
information can be received quickly, making for a convenient way by which to spark
conversation and action with little turnaround time (Dyer, 2002). Serving as central hubs of
information, news releases are formatted in a way which not only can describe extensive detailed
information but also can streamline applications such as links for making donations or visiting
the organization’s Web site (Dyer, 2002). Thus, the formulation of collateral materials, namely
releases of any sort (news, radio, video), presents numerous advantages and benefits for a non-
profit organization to accomplish its overriding need or priority. With this being said, as part of
the development of the campaign specifically related to fundraising, our group plans to take the
latter into consideration with the execution of such materials.
Ultimately, by creating such materials and affording for the systematic delivery of the
non-profit’s key messaging, a “broad based communication strategy” can be enacted, leading to
the emergence of “general community awareness” which has been “seen to be a key to success”
in reaching out to target publics (Dyer, 2002). However, the selection of the target publics yields
itself as “a key concept in public relations” (Dyer, 2002). By “identifying stakeholders of an
organization and addressing the specific communication needs of those stakeholders,” it is
desired for the segmentation of the public “into its diverse components so each component may
become a separate public to be targeted for special messages” (Dyer, 2002).
This concept warrants great relevance in the development of a campaign for the Youth
Network based on the research question examining the most effective method by which to
bolster fundraising for the program. In this case, the target publics are divided between HPU
students and local businesses. Both audiences have been chosen based on the client’s preference
of reaching out to them. However, each entity will have the means to benefit the Youth Network
in distinct ways. It can be assumed that the potential sponsorships formed with community
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businesses, namely grocery stores due to their connection with the proposed healthy living
premise of the campaign, will gross greater funds than the partnerships formed with HPU
students and the clubs and organizations they are a part of. Nevertheless, the fundraising
contributions garnered by both publics will offer great benefits to the functioning of the Youth
Network and the foremost objective of the client to boost its efforts in this regard.
Primary Research – HPU Student Survey
We learned several important bits of information about High Point University students.
First, all of the students we interviewed are part of an organization such as Greek life, academic
organizations, or religious organizations. Perhaps more importantly, 16 of 19 students who
answered the question “On a scale of 1-10 how interested is your club in fundraising a local non-
profit,” rated their club’s desire to fundraise for a non-profit at a level of 8-10. Eight of those
students answered that their organization has the highest level of interest in non-profit
fundraising.
Some of the events that interviewees suggested would be most effective for fundraising
include big events, restaurant sponsors, bake sales, and dorm storming. Of course, many of these
would only be effective with a campus club or organization heading up the project. The students
also said they would be most likely to participate in a concert, a sporting event, speaker, and
luncheon/dinner, in that order. 14 of 20 people said they would participate in a benefit concert.
Clubs and organizations indubitably have greater power and financial resources than
individuals, which suggests that the Youth Network should target organizations to assist the
program with sponsoring children, providing lunches and general funding. In the same vein,
only 4 out of the 20 interviewees rated their desire to donate to a non-profit at an 8-10 level, with
most rating their likeliness at a lower level. However, because of the strong interest in
organization fundraising, a better decision would be to target clubs and organizations and not
individuals.
Another interesting statistic from the surveys is that 14 out of 19 interviewees said they
would sponsor a child, but most would be less likely to donate to a non-profit. Therefore,
reaching out to High Point University students and asking them to participate in a specific
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opportunity offered by the Youth Network is the best way to get people invested and donating,
rather than simply asking for donations.
A difficult part of the campaign will be awareness. Only 3 out of 20 interviewees had
ever heard of the Guilford County Resource and Referral Center and only two had heard of the
Youth Network. Thus, to create an effective fundraising campaign, the first step should be
securing awareness for the organization, although publicizing an event like a charity concert will
undoubtedly raise awareness for the organization.
Students appear to want a visible, tangible benefit of their volunteering and financial
donation. So by sponsoring a child, they can meet the child, play an active role in his or her life,
and see the results of the sponsoring. This seems to be a far more successful plan of attack than
just asking college students to donate money and never really seeing where it goes or
understanding the full effect of their generosity.
In the survey, study participants were 60% females, 40% males, 30% of 17-19 year olds,
70% of 20-22 year olds and 10% freshman, 35% sophomores, 20% juniors, and 35% seniors.
All of the participants were Caucasians.
Some limitations of the research include, first, the number of surveys is small.
Distributing only 20 surveys makes it difficult to claim statistical significance with our data.
Another limitation is that some people will inevitably answer questions differently than another
interviewee. Question interpretation can affect the reliability of our data. Similarly, with scale
questions, interviewee responses will more likely be varied because there is no hard and fast
answer.
Nevertheless, the survey provided a substantial understanding by which we can draw
upon a campaign and apply to the formation of our next report outlining goals and
objectives. That is, the survey (see Appendix I for details) will provide STRAT Solutions with a
strong basis for understanding of the donating habits and tendencies of students and will better
help us target a campaign so that the Youth Network can thrive.
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Secondary Research
By researching other non-profit organizations similar to the Youth Network we can gain
a better understanding of prospective fundraising activities for our client. The five annual events
organized by the Central Piedmont Big Brothers Big Sisters organization are a good starting
point for potential events for the Youth Network.
Big Brothers Big Sisters
Big Brothers Big Sisters is a well-known organization across the United States. The
organization has a local chapter in our area titled Big Brothers Big Sisters of the Central
Piedmont (BBBSCP). One of the fundraisers the Central Piedmont chapter participates in to
gain donations is an annual bowling event called Bowl for Kids Sake. This event takes place at a
local bowling alley and all participants pay a fee in the form of a donation to bowl. There is a
disk jockey and door prizes to make the event extra fun for children and adults. An additional
way this bowling event raises donations is through the auction of bowling pins hand decorated
by Bigs and Littles. Individual donors as well as local and national businesses sponsor the
fundraiser. There are four different levels of sponsorship for the event: T-shirt Sponsor- $1000,
Kid’s Team Sponsor- $375, Lane Sponsor- $250, Student Team Sponsor- $250. The Bowl for
Kids Sake fundraiser is just one of a couple main fundraisers the local Big Brothers Big Sisters
chapter puts on annually (“Our events”).
Another popular event for BBBS of the Central Piedmont is their annual tennis
tournament. This tournament is a three-day extravaganza held at the Oak Hollow Tennis Center.
Every year this tournament brings in over 225 participants to the High Point area from all over
North Carolina. Also included in the tournament is a silent auction, a kid’s carnival, and food
the entire weekend for both tennis players and their guests. In 2012, Big Brothers Big Sisters of
the Central Piedmont was able to gain sponsors for this tournament such as Domino’s Pizza,
AT&T, Sheetz, BB&T, and Spider Digital (“Our events”).
In addition to the two aforementioned events, Big Brothers Big Sisters of the Central
Piedmont has two more events, The Big Beach Bash and Caring for Kids. Both of these events
help to contribute towards the fundraising goals of the organization. Specifically, Caring for
Kids is an event intended to receive community donations and form new relationships with
18
potential sponsors. Furthermore, Big Brothers Big Sisters is a United Way agency, which means
30% of the annual budget for the Central Piedmont chapter is received from the United Way of
Greater High Point (“Our events”).
YMCA
Similarly, the YMCA is a non-profit organization whose goal is youth development,
healthy living, and social responsibility. To get a strong idea of the fundraising that the Y does
to raise money to continue benefiting the community, we looked at campaign strategies that were
used by YMCA organizations around the country and globe. The following are some of the
campaigns and fundraising ideas that YMCAs have used to raise the millions of dollars they
make every year:
-Marathon/runs
-Swimathon
-Camps
-Businesses matching other fundraising
-Through their website asking for donations and providing a summary of what
they would use the donations for
-Auction
-Selling cookies, reusable shopping bags, flowers, etc.
-Pancake breakfast
-Dinner
-Entertainment book
-Businesses sponsoring children
-Competitions
Many Y fundraising opportunities come through partnerships with businesses and
foundations. Some of the fundraising campaigns have a theme and a clever title. Examples of
themes that YMCAs have used are sports (everyone wears jerseys or comes supporting their
favorite team), or Star Trek, where the organization focuses on a specific area that the campaign
is trying to help, and with specific dollar amount goals (“Be involved”).
19
Boys and Girls Club of America
Lastly, the Boys and Girls Club of America uses a plethora of secondary sources for their
research. For example, they use the 2003 Annual Meaningful Time Check-Up on U.S. Children
& Families which is a publication in junction with the National KidsDay and KidsPeace. It is an
annual report that takes the results of a national survey looking at the time that parents actually
spend with their children ensuring their safety and health. It takes into consideration their
nutritional information, medical care, emotional health, and educational success, the ways in
which they interact with their children, and identifies the challenges and restrictions that parents
have. “Among the findings is the fact that more than half of parents (54 percent) said they had
either no time, little time or wished they had more time to spend in physical activity with their
children” ("Proven results," 2004).
They use many more resources including ones from the United States Government. The
Washington D.C. Federal Interagency Forum on Child and Family Statistics, U.S. Government
Printing Office, reports released by Save the Children, The Urban Institute, Child Trends,
American Youth Policy Forum, The President’s Advisory Commission on Educational
Excellence for Hispanic Americans, The Alliance for Youth, The Annie E. Casey Foundation,
Pew Hispanic Center, National Crime Prevention Council, The National Institute on Out-of-
School Time, Center for Research on Women, Wellesley College, National Center for Children
in Poverty, National Indian Children’s Alliance, National Indian Child Welfare Association,
Casey Family Programs, Office of Juvenile Justice and Delinquency Prevention, U.S.
Department of Justice, and the College Board to name a few ("Boys and girls," 2012).
The Boys and Girls Clubs of America website contains many helpful resources on their
facts and figures page. They would be beneficial for any struggling parent and provide tips for
how to manage time better, how to help with your child’s homework, help in planning for
college, encourage reading, promote healthy smiles, and a parents’ guide to gangs. This
information is available in English and in Spanish since 23% of participants are Hispanic ("Boys
and girls").
20
Reference List
Be involved. Retrieved from http://ymca.net/be-involved.
Boys and girls clubs of America: Career opportunities. (2012, December 21). Retrieved from
https://re12.ultipro.com/BOY1000/JobBoard/JobDetails.aspx?__ID=*EA88B04B002102
14.
Boys and girls clubs of America: Facts and figures. (n.d.). Retrieved from
http://bgca.org/whoweare/Pages/FactsFigures.aspx.
Dyer, S., Buell, T., Harrison, M., & Weber, S. (2002). Managing public relations in nonprofit
organizations. Public Relations Quarterly, 47(4), 13-17.
Nelson, M. R., & Vilela, A. M. (2009). "Doing good” with advertising: Building awareness,
branding, and generating revenue for social causes and non-profit organizations.
American Academy of Advertising Conference Proceedings, 32-35.
Our events. Retrieved from http://www.bbbscp.org/Our_Events.html.
Proven results: A compendium of program evaluations from boys & girls clubs of America.
(2004, March). Retrieved from
http://oms.bgca.net/Content/ProvenResultsEvaluationCompendium.pdf.
Stater, K. (2009). The impact of revenue sources on marketing behavior: Examining web
promotion and place-marketing in nonprofit organizations. Journal of Nonprofit & Public
Sector Marketing, 21(2), 202-224.
21
Stride, H., & Lee, S. (2007). No logo? No way. Branding in the non-profit sector. Journal Of
Marketing Management, 23(1/2), 107-122.
Waters, R. D., & Jones, P. M. (2011). Using video to build an organization's identity and brand:
A content analysis of nonprofit organizations' YouTube videos. Journal of Nonprofit &
Public Sector Marketing, 23(3), 248-268.
22
Overview
The Youth Network is a rudimentary program. As a result, its parent organization, the
Guilford County Resource and Referral Center, is attempting to widen its notoriety and
recognition by creating a communication campaign targeted at gaining awareness and funding
for its various activities and events.
The organization has adequate volunteers, leaving their main concern to fundraising and
awareness. The general cost of the Youth Network's program, intended at educating and
assisting in the growth of youth, is $550. The fundraising would subsidize the fees associated
with the organization of the program. The fees are applied toward any costs associated with the
once-a-week program on Saturday including snacks and drinks, activity supplies, utilities, and
other additions that accumulate from use. Fundraising would also come in the form of
sponsoring lunch for the kids for a week, approximately $50.
Campaign Communication Goal
The overall communication goal for the campaign is to improve fundraising and acquire
the sponsorships of clubs and organizations by raising awareness in an effort to double the
amount that was collected in 2011 ($3,000) to $6,000 by December 31, 2013.
Of the 20 people that were surveyed every respondent belonged to at least one club or
organization on campus and many belonged to more than one. A majority of the respondents,
50%, belong to a Greek organization. Because so many students on High Point University’s
campus are members of Greek life, we believe the best way to acquire sponsorships for the
children in the Youth Network is by going to the different Greek organizations on campus and
asking for financial support. We believe that these organizations would be willing to sponsor
children of the Youth Network because of the philanthropic nature of Greek life. The groups
sponsoring a child would receive a letter, card, photograph, or something tangible, in order for
the Youth Network to express their gratitude and recognition of the impact these groups are
Goals and Objectives
23
making. The surveys also showed an abundance of involvement in academic organizations as
well as community organizations, which we will look to acquire sponsorships through as well.
Although the surveys showed interest in clubs and organizations donating money to non-profit
organizations, individuals were genuinely disinterested in donating their own money.
We plan to advertise our large concert event to raise money for the Youth Network by
utilizing the Campus Concierge and SGA service. According to our research, word of mouth
and campus email are two of the largest mediums students use to learn about the organizations
they are involved with. In the fall, the Youth Network will host a concert for the students of
High Point University. By using the Campus Concierge and SGA to email the students, it will
create a reason for students to talk to their friends about the event and create word of mouth
advertising of the concert. It is through these techniques that we will create awareness of the
Youth Network and through awareness we will receive an increase of financial support.
Our research showed that word of mouth was the most recognized medium when it
comes to how individuals heard about the organizations they are involved in. Following campus
email was social media. Because our research shows that people learn about the organizations
they are involved with through social media as well, it is our recommendation that the Youth
Network utilize social media avenues such as Facebook and Twitter to gain awareness, inform
potential future sponsors, and ultimately increase participation in the program. Our survey
showed that 85% of students are not aware of the Guilford County Resource and Referral Center.
Even less are aware of the Youth Network at 90%. By utilizing social media to their maximum
potential, the Youth Network can increase awareness by a significant amount.
Campaign Communication Action Oriented Objectives
According to the research collected by STRAT Solutions, 80% of survey respondents
said that their clubs or organizations would be very interested in providing fundraising for a local
non-profit organization. Because the interest level is so high, we know that seeking sponsorships
for each participant in the Youth Network program is a feasible task to pursue. As far as funding
the remaining costs of the program (activity supplies, utilities, etc.), our research shows that 70%
of students would participate in a concert if one were to be offered, over other events, to
24
subsidize such fees. More students would suggest one big event rather than dorm storming or
other forms of fundraising.
The action oriented objectives of the campaign are as follows:
-Create a Sponsor A Child program and get 10 student clubs or organizations at
High Point University to financially support 10 children to attend the Youth
Network by the end of December 31, 2013 (to be introduced and have information
distributed as soon as school starts, more specifically, in accordance with the
Activities Fair around August 19th).
- Organize an annual fall benefit concert for the Youth Network to raise
awareness among the campus population and foster donations to the Youth
Network with the goal of raising $500 by October 2013.
-Create additional levels of sponsorship opportunities for the Youth Network to
meet or exceed our total fundraising goal of $6,000 by December 31, 2013 (which
will be discussed in greater detail in the measurable objectives section).
- Appoint a High Point University student or two to serve as the liaisons between
the Youth Network and High Point University clubs and organizations by serving
as points of contact for the reference of both parties involved in the campaign
(perhaps could be named Youth Network Ambassadors).
Campaign Communication Measurable Objectives
The measurable objectives associated with the campaign in response to the problem and
opportunity of fundraising as stated by the research question consists of three components. That
is, outputs (incorporating message production, message distribution, and target date), outcomes
(outlining identification of target public, specification of desired effect, and establishment of
target date), and business results (defined in this case as the effect on the connection of the Youth
Network with the Guilford County Resource and Referral Center). Generally speaking, the
measurable objectives revolve around the preparation and implementation period of the
campaign. As previously stated, the two main initiatives of the campaign include the
organization of a concert and the development of a Sponsor a Child program.
25
Outputs
In terms of the timeline of the campaign, STRAT Solutions has allotted the period of
May-August 2013 for the preparation of the implementation of the campaign from August-
December 2013. Our team has recognized that HPU clubs and organizations are less likely to be
engaged with the Youth Network during the summer months, due to the fact students are less
frequently engaged with their emails and are less connected with one another. On the other
hand, this period of time will be utilized to begin the development of relationships with the
media and the completion of such steps as the building of media lists, as structured by the output
components of the measurable objectives. The media lists will be comprised of print, radio, and
television outlets in the Triad area. However, those centered in the city of High Point will be
focused upon due to the fact that the Youth Network is located in High Point. The preparation
period leading into the implementation of the campaign will ensure that the effects and results of
the steps taken are maximized on a widespread basis, bringing optimum notoriety and exposure
in the name of the best interest of the Youth Network. Furthermore, throughout the duration of
the implementation, the impressions of the media coverage garnered will be recorded and
assembled into monthly reports for the internal purpose of the Youth Network to further analyze
the effectiveness of the campaign reach.
Outcomes
In terms of outcomes, the target public of the campaign is HPU students, including the
clubs and organizations they are involved in as well. As suggested by the client, HPU students
will form the bulk of the target audience of the campaign and efforts by which to attract their
fundraising will be executed by means of the channel of clubs and organizations they participate
in. Therefore, although students represent the target public, their affiliations with HPU groups
present the vehicle by which to communicate with them. Similarly, according to the primary
research our team conducted, the most effective method by which to garner the most funds rests
on the transmission of messages not to individual students but to their clubs and organizations in
general.
It is planned for a list of HPU clubs and organizations to be organized and frequent
communication with them to be maintained through emails, social media sites, and the Youth
26
Network website. To note, it is planned for a schedule of Facebook statuses and Twitter posts to
be introduced into the campaign. On Twitter, every Monday (giving insight into the planned
activities of the upcoming Saturday) and Saturday (provided a recap of that Saturday’s
happenings) a post will be uploaded. On Facebook, a status will be written every Monday
(offering a first hint about the upcoming Saturday), Wednesday (serving as a mid-week
reminder), Friday (giving a final reminder about Saturday’s programming), and Saturday
(describing a recap). More specifically, by remaining active on the sites, we would like to see
the achievement of the following social media site numbers and statistics. By the end of
September, 25 likes and 10 followers on Facebook and Twitter, by the end of October, 50 likes
and 25 followers on Facebook and Twitter, by the end of November, 75 likes and 30 followers
on Facebook and Twitter, and by the end of December, 100 likes and 50 followers on Facebook
and Twitter respectively. The likes attempted to be gained are greater than the number of
followers simply based on the fact that Facebook tends to receive greater traffic, especially by
the target audience of college students.
Additionally, it is planned for the design of the website to be improved upon to make it
more appealing, user friendly, and appealing, calling for the inclusion of pictures of the
participants and various program activities, bright colors, and links to social media as part of a
fun and kid friendly theme. Currently, the Youth Network has its own page on the Guilford
County Resource and Referral Center site and features a link to Facebook. However, the link
connects to the Facebook page of Capacity Builders, an obvious problem that must be rectified.
To note, the website designer “A Creative Winning Look” is cited at the bottom of the Youth
Network page and, thus, their services may or may not have to be taken into consideration as part
of the website redesign, as directed by the client. Having no knowledge of the visitor traffic to
the Youth Network page, STRAT Solutions decided to focus on the design, layout, and structure
as opposed to the analytics associated with the people visiting the site. It is projected once the
Youth Network is more firmly established and well known in the High Point community it will
be more sensible to collect such data.
The desired effect relates to the concept of provoking the development of sponsorships
between HPU clubs and organizations and the Youth Network through greater awareness as well
as motivating them to invest their time and resources in the program. The latter can be defined
27
as falling under the umbrella of both awareness and behavior objectives, considering that it rests
on a platform of exposing students to the program and sparking action by means of the concert
and Sponsor a Child program. It is aimed, as our overall goal states, to bolster the fundraising
acquired by the Youth Network in order to subsidize fees associated with the program and
participants. More specifically, as part of the proposed Sponsor a Child program, HPU clubs and
organizations will have the option to offer fundraising assistance by contributing to three
different levels of assistance. That is, $550 for the sponsorship of one child (given one time
during campaign), $200 for program sponsorship (available for multiple provisions of such), and
$50 for the sponsorship of a child’s lunch (also available for more than one offering throughout
the campaign). By dividing up the possibilities of donations, clubs and organizations will have
the opportunity to determine the most suitable approach for them to help, according to such
factors as the number of members in their groups, their resources, and overall capacities to raise
and give money. Regardless of the amount they give to the Youth Network, the desired effect of
the campaign, which is to develop awareness and in turn double the amount that was collected in
2011 ($3,000) to $6,000 by December 31, 2013, will be supported by the creation of HPU
sponsorships.
Business Results
In terms of the business results that fall under the umbrella of measurable objectives, it is
allotted for progress reports to be completed on a monthly basis pinpointing the fundraising
amount collected. The progress reports will be posted on the Youth Network’s website and, in
addition, the information will be released to the media, allowing them to continue to be informed
and to share such knowledge with the public. It is desired for the fundraising collected by the
Youth Network to increasingly rise throughout the period of the campaign implementation,
August-December 2013. Furthermore, it would be beneficial for the monthly progress reports to
be posted on the main Guilford County Resource and Referral Center website page, providing
for the affirmation of the connection between the Youth Network and the GCRRC.
By linking the foreseen success of the Youth Network back to GCRRC, both the
reputation of the program and the center can be solidified and boosted, offering advantages for
both entities involved. Ultimately, the link between the Youth Network and the Guilford County
Resource and Referral Center, as promoted by the implementation of the campaign, will bring
28
about measurable and action oriented results related to the specified goal of raising awareness
and boosting fundraising.
29
Target Audience
In terms of the target audience, of the 20 HPU students that were surveyed every
respondent belonged to at least one club or organization on campus and many belonged to more
than one. A majority of the respondents, 50%, belong to a Greek organization. Because so
many students on High Point University’s campus are members of Greek life, we believe the best
way to acquire sponsorships for the children in the Youth Network is by going to the different
Greek organizations on campus and asking for financial support. The surveys also showed an
abundance of involvement in academic organizations as well as community organizations, which
we will look to acquire sponsorships through as well.
Logo, Slogan, Theme
An integral part of our Youth Network campaign design was the creation of a logo as
well as a slogan for the Youth Network. The logo (see Appendix II for details) is a pair of
helping hands in purple and yellow. We chose the helping hands because the Youth Network is
a non-profit organization, which helps to foster learning and the enrichment of young children.
Furthermore, we chose the colors yellow and purple because they are fun, vibrant, and kid-
friendly.
In addition to creating a logo, we formed a slogan for the Youth Network as well. The
slogan is “Fueling a Better Future.” We decided to go with this slogan because it is the mission
of the Youth Network to help children grow and develop. This slogan accurately depicts the
message Youth Network is trying to send out to their audiences.
The overall theme for our campaign is fostered around the idea of funding youth
development. We merged our main goal of fundraising with the program’s main goal, youth
development, and formed this core theme for the basis of our campaign. Overall, the theme
embodies the heart of what we are trying to achieve, which is, raising funds to benefit the
development of children in the city of High Point. Additionally, to help us with our campaign,
Messages and Audiences
30
we created a slogan for it. The slogan is “Whose life will you change?” As stated earlier, our
primary audience for this campaign is High Point University students. We believe this slogan
will resonate with the students because of its strong message and impact. The students at High
Point University are very involved both on campus and in the local community and want to make
a difference. The slogan also features a sort of call to action, challenging the students to come
forth and help for the greater good of our community.
Audience Segmentation and Message Development
For the purpose of the development of messages, the target audience will be segmented
into Greek, academic, community, religious, sports, and theatre organizations. For each of the
segmentations, an overview of the verbal messages to be conveyed will be described. Each
message platform will consist of a boilerplate of basic information about the Sponsor A Child
Program and Youth Network (included below) and will include additional messages specifically
in accordance with each segmentation. Also, there will be a call to action with links to the Youth
Network website and social media sites. Therefore, in terms of the primary correspondence by
email, the messaging will follow a similar format but will appeal to the benefits of either Greek,
academic, community, religious, sports, and theatre organizations. The following outlines the
overall copy platform and supporting points as well as snapshots of the actual emails.
-Sponsor A Child Boiler Plate:
Sponsor A Child is a fundraising program of the Youth Network, aiming to
provide HPU clubs and organizations with various means by which to make a
contribution. Sponsor A Child is divided between three levels, including $550 for
the sponsorship of one child, $200 for program sponsorship, and $50 for the
sponsorship of a child’s lunch. Sponsor A Child fosters the creation of positive
relationships between the youth and HPU students, creating a meaningful
experience for everyone involved.
31
-Youth Network Boiler Plate:
Founded in 2012, the Youth Network is a local community program dedicated to
enriching the lives of children in the High Point area and promoting their self-
development. It works to make a lasting difference in the betterment of the
community through the positive influence of its youth. Helping those in Pre-K
through 12th
grade, the program aims to instill a high level of self-confidence,
self-esteem, and self-motivation in its participants. The Youth Network
welcomes children from all backgrounds and socioeconomic levels. For more
information, visit the Youth Network website at
http://www.tgcrrc.org/youthnetwork.html.
Greek Organizations (see Appendix III for details)
For the audience segment of Greek organizations on campus, it is important to stress the
philanthropic side of the Youth Network. Since Greek organizations on campus already do so
much for the community, we need to make donating to the Youth Network through the Sponsor
A Child program seem doable for these organizations. By breaking down the amount required
per chapter down to the amount it would cost each member (approximately $3 per sorority
member and $7 per fraternity member), it seems more accessible to sponsor a child then
presenting the organizations with the large $550 price tag. Other than showing them the price of
sponsoring a child, providing the organizations with the information of the individual child they
will be providing a service to would add an emotional connection with the two organizations.
Academic Organizations (see Appendix IV for details)
For the audience segment of academic organizations, it is integral to involve HPU
professors and advisors in the process of recruiting students. Thus, emails will be sent out to the
department heads of each major, who will be asked to forward the email to all professors in their
discipline. The emails will inform the professors of the opportunity for their students to fulfill
possible volunteer hours or credits needed to graduate by means of volunteering with the Youth
Network, especially as applicable in such areas as sociology, philosophy, ethics, etc.
32
Community Organizations (see Appendix V for details)
For the audience segment of community organizations, it should be aimed to correspond
with organizations who are actively involved in various projects throughout the semester
(Volunteer Center, Habitat for Humanity, Rotaract, Civitan Club, to name a few). In addition, it
would be of the benefit of the Youth Network to reach out to clubs and organizations who are
seeking opportunities to become more involved in the community, providing more of a
motivation to choose the program to do so.
Religious Organizations (see Appendix VI for details)
Religious organizations on campus are always looking for opportunities to go into the
community and serve. Instead of for publicity, religious groups are called by faith to act as the
hands and feet of God in the world. This includes assisting in organizations helping children, the
elderly, and feeding and assisting the poor and downtrodden.
Sports (see Appendix VII for details)
Sports teams and organizations are built on the principle of teamwork, friendship, and
companionship. Within the team, an essential component of success is cohesiveness with one
another. In a campaign intended to garner sponsorships and lasting relationships between
sponsor and child, the understanding that teams and players have of intra-squad companionship
is a valuable characteristic that should be exploited. Teams also frequently have a strong
backing of family and friends with the ability and willingness to participate in team events and
commitments.
Theatre (see Appendix VIII for details)
For the audience segment of the High Point University Theatre Department, it should be
aimed to connect the department with the community. Since HPU prides itself on offering a
holistic education that values generosity and service learning, connecting the theatre department
to the Youth Network would reflect positively on the institution as well as the department. The
theatre department’s involvement could be through sponsoring a child or, if they so choose, they
could choose from our other options of financial support packages divided by levels. They could
choose to pledge a certain amount, which would go to the overall program.
33
Visual Message Development and Media
The campaign will incorporate various methods by which to optimize the communication
with clubs and organizations. That is, emails will be sent out to specific people associated with
each organization, as previously described, in addition to general emails sent out through the
campus concierge and SGA as well as an article written in the Campus Chronicle at the
beginning of the semester. The campus concierge emails will be sent out in conjunction with the
time of the fall benefit concert (daily two weeks prior to September 7) and also frequently
throughout the duration of the semester in support of the Sponsor A Child program (see
Appendix IX and X for details).
Below details the overall copy platform to be included in the campus concierge and SGA
emails and copy points of the Campus Chronicle article:
-Campus Concierge/SGA email about Sponsor A Child Program:
Is your club or organization looking to get involved in a community service project this
semester? Email [email protected] (Youth Network Ambassador) to learn more
about the Youth Network and the opportunity to participate in its Sponsor A Child
Program. By lending your services, a lasting impact will be made in a child’s life.
Change a life today!
-Campus Concierge/SGA email about fall benefit concert:
-Date: September 7, 2013
-Time: 6:00pm
-Location: TBA
-Donations will be accepted and 100% of proceeds will go to the Youth Network.
34
-Campus Chronicle article:
-With the start of the school year, students are busily preparing for the upcoming
semester. Clubs and organizations are holding their first meetings and planning
activities and events for the following weeks. Many students are looking for
volunteer opportunities and ways to get involved in the community.
-With the slogan “Fueling a better future,” the Youth Network is a local
community program dedicated to enriching the lives of children in the High Point
area and promoting their self-development. It works to make a lasting difference
in the betterment of the community through the positive influence of its youth.
Helping those in Pre-K through 12th
grade, the program aims to instill a high level
of self-confidence, self-esteem, and self-motivation in its participants.
-The Youth Network will be kicking off its “Whose life will you change?”
campaign in collaboration with HPU students with a fall benefit concert on
September 7. All proceeds collected from the concert will be given to the Youth
Network. Both cash and passport card donations will be accepted.
-The Youth Network has also announced a Sponsor A Child Program in
conjunction with HPU clubs and organizations as part of their campaign. The
Sponsor A Child Program consists of three levels of fundraising- $550 for the
sponsorship of one child, $200 for program sponsorship, and $50 for the
sponsorship of one child’s lunch.
-Funds collected from the concert and Sponsor A Child Program will be used to
subsidize fees and support program activities throughout the semester.
-For more information, contact [email protected] (Youth Network
Ambassador).
35
Social Media Messaging
Social media is an essential avenue by which to reach target audiences with carefully
constructed messages. The message structure, however, might be different than for other media.
Social media gives organizations a way to quickly and efficiently reach a vast group of organized
consumers. These messages should primarily be shorter and more succinct than on other media.
The attention span online and on social media is shorter, with far more distractions than, for
instance, in print media.
As stated in the goals and objectives report, it is planned for a schedule of Facebook
statuses and Twitter posts to be introduced into the campaign. On Twitter, every Monday
(giving insight into the planned activities of the upcoming Saturday) and Saturday (provided a
recap of that Saturday’s happenings) a post will be uploaded. On Facebook, a status will be
written every Monday (offering a first hint about the upcoming Saturday), Wednesday (serving
as a mid-week reminder), Friday (giving a final reminder about Saturday’s programming), and
Saturday (describing a recap).
The messages will range "Here's what we did this week" to "Here's what is coming up
this next week" to keep people involved and feeling like they are part of each week. These
messages will engage a marketing mix, such as "You can donate by clicking…" or simply,
"Sponsor a child today." Our campaign is intended to raise money for the Youth Network, and
gain child sponsorships as part of this fundraising. Therefore, some of these messages (the ones
not providing a recap of the week’s activities or what is coming up) must be devoted to
encouraging people to donate to the cause.
36
Strategic and Tactical Recommendations
The “Whose life will you change?” campaign will incorporate various strategies and
tactics by which to optimize the communication with clubs and organizations. That is, emails
will be sent out to specific people associated with each organization in addition to general emails
sent out through the campus concierge and SGA as well as an article written in the Campus
Chronicle at the beginning of the semester. The campus concierge emails will be sent out in
conjunction with the time of the fall benefit concert and also frequently throughout the duration
of the semester in support of the Sponsor A Child program (see Appendix IX and X for details).
Paid, Owned, Earned, and Social Media Tactics
Paid media will include the placement of ads featuring the graphic below in the Campus
Chronicle and HPU Yearbook. The graphic (see Appendix XI for details) will also be
broadcasted on the HPU television show, Wow Factor, and on the jumbo screens at sporting
events (soccer, basketball, volleyball, etc.). A script to be announced on Wow Factor and the
HPU Radio Show will also be developed (see Appendix XII for details). The script for the HPU
Radio Show will include prepared sound bites as well. Ultimately, although the graphic for the
ad and the scripts will not incur a cost, we consider such tactics to fall under the category of paid
media. In the real world outside of High Point University, the creation of such tactics for print,
television, and radio outlets would have to be paid for as part of a campaign.
Owned media will complement the mix of paid media with the formation of collateral
materials, such as a flyer (see Appendix XIII for details), newsletter (see Appendix XIV for
details), and brochure (see Appendix XV for details). It is planned for the flyer, newsletter, and
brochure to be visually similar to the above graphic, with a focus on the logo and slogan of the
Youth Network, a visually interesting picture, and bright colors. The brochure will serve as a
point of reference for those interested in participating in and assisting the Youth Network.
Brochures will be handed out at the HPU activities fair (which the Youth Network ambassadors
will work) and the benefit concert. It will describe basic information about the program, the
Strategies and Tactics
37
goals it seeks to achieve, the benefits it provides to its participants, its role in the community, and
contact information for getting involved. The brochure will also be given to clubs and
organizations that express initial interest in participating in the Sponsor A Child program and
parents who sign their children up to participate in the program.
As a form of direct mail, flyers, consisting of a blown-up image of the graphic, will be
placed in all students’ mailboxes. As of now, the two Youth Network ambassadors have not
been chosen. However, when the flyers are passed out, they will include contact information for
the ambassadors as part of a call to action. Additionally, it will highlight the date of the concert,
the Sponsor A Child program, as well as the availability of volunteer and donation opportunities.
The flyer will serve as a platform to provide a general overview of the upcoming semester events
of the “Whose life will you change?” campaign and to reach out to the HPU student body in its
entirety.
The newsletter will follow a similar format but will have various features, including
“Kids of the Month.” The newsletter will be more personal, offering more stories of experiences
and success then logistical information. The newsletter will allow volunteers, sponsors, and
donors to learn about the positive impact they are having on the Youth Network and the kids
whose lives are enriched as a result. It will most likely be distributed through email. To note, it
is recommended for an email list to be organized of those who sign-up to receive information
and updates about the Youth Network.
Furthermore, it is suggested for the design of the Youth Network website to be improved
upon to make it more appealing, user friendly, and appealing, calling for the inclusion of pictures
of the participants and various program activities, bright colors, and links to social media as part
of a fun and kid friendly theme. The brochure, flyer, and newsletter, as well as any additional
materials that are developed throughout the course of the campaign, will be posted on the
website. Ultimately, the website will act as a hub of information for all those interested in the
Youth Network (participants, volunteers, donors, and sponsors) to learn about the premise of the
program and the campaign. Considering that the website exists under the domain of a
webmaster, the redesign of the website must be assigned to that entity and, thus, is not accessible
to our team. The transformation of the website is a mere future recommendation for the Youth
Network and will not fall under the umbrella of our “Whose life will you change?” campaign.
38
Earned media will consist of news releases to be sent out to local print, television, and
radio outlets (see Appendix XVI, XVII, XVIII for details). Although the main goal rests on the
raising of awareness and fundraising among HPU students, it will be beneficial for the Youth
Network to gain attention and notoriety in the local media. Doing so will further expand the
reach of the Youth Network in the community in terms of recruiting participants as well as
spreading the word about the positive work it is achieving. Garnering the support of the local
media will ultimately solidify the brand and reputation of the Youth Network in the community,
affording for its continued success in conjunction with the advocacy of HPU clubs and
organizations.
In terms of social media, as stated in the previous reports, it is planned for a schedule of
Facebook statuses and Twitter posts to be introduced into the campaign (see Appendix XIX and
Appendix XX for details). On Twitter, every Monday (giving insight into the planned activities
of the upcoming Saturday) and Saturday (provided a recap of that Saturday’s happenings) a post
will be uploaded. On Facebook, a status will be written every Monday (offering a first hint
about the upcoming Saturday), Wednesday (serving as a mid-week reminder), Friday (giving a
final reminder about Saturday’s programming), and Saturday (describing a recap).
The messages will range "Here's what we did this week" to "Here's what is coming up
this next week" to keep people involved and feeling like they are part of each week. These
messages will engage a marketing mix, such as "You can donate by clicking…" or simply,
"Sponsor a child today." Our campaign is intended to raise money for the Youth Network, and
gain child sponsorships as part of this fundraising. Therefore, some of these messages (the ones
not providing a recap of the week’s activities or what is coming up) must be devoted to
encouraging people to donate to the cause.
Sample Tactics and Supplemental Materials
In order to effectively communicate with HPU clubs and organizations and media outlets
supplemental materials must be developed. It is planned for a list of all clubs and organizations
to be compiled, including the contact information for one executive council member. Although
any communication with an executive council member would be effective, it would be ideal for
all correspondence to occur between the president and/or vice president (since they are the ones
39
in charge of the various initiatives and efforts taken by the club or organization). In terms of
reaching out to print, television, and radio outlets in the triad, a media list has been assembled
(see Appendix XXI for details).
Budget
In an attempt to keep the budget as low as possible, very few costs will be incurred as
part of the campaign. The two main components of the campaign, the benefit concert and
Sponsor A Child program, require little expense. In general, the only costs associated with the
campaign pertain to the printing costs of the brochures and flyers. As previously stated, it is
recommended for the brochure to be distributed at the Activities Fair, benefit concert, and to
clubs and organizations as well as parents who are interested in participating with the Youth
Network. It is estimated that 200 copies of the brochure will be needed to fulfill such an effort.
Using low grade paper, in order to cut down costs, at $2.21, the final cost would be $243.00.
Secondly, printing costs for the distribution of the flyers must be considered. As mentioned, the
flyers will be placed in all students’ mailboxes as part of the kickoff of the campaign at the
beginning of the semester. With approximately 4,000 students, it is planned for 1,000 copies,
with 4 flyers on each page, to be printed, coming to a total of $502.92. The latter costs were
calculated from the offerings of FedEx office (see Appendix XXII for details). The total budget
would come to $745.92.
Timeline
A calendar of the campaign duration (in correspondence with the HPU fall academic schedule
and the first and last day of classes), August 19th
to December 4th
outlines the timeline of the
execution of the tactics previously described (see Appendix XXIII for details). It is aimed that
with the enactment of the projected timeline the goals and objectives of the campaign will be
met, ultimately leading to the bolstering of awareness and fundraising garnered on behalf of the
Youth Network. To note, the deployment of the campaign tactics will run until December 4th
.
However, the opportunity to donate to the Youth Network will extend until December 31st
, as
referred to in the objectives section.
40
Monitoring
Throughout the course of the campaign, monitoring will consist of a variety of methods.
Primarily, the campaign will be monitored according to the barometer of the number of clubs and
organizations participating in the Sponsor A Child program. The latter will indicate the
effectiveness of the strategies and tactics executed throughout the semester and the reach it is
having in communicating with the clubs and organizations. A running list will be maintained
and will allow for the tracking of additions of clubs and organizations participating in the
Sponsor A Child program. Furthermore, a list of contacts (president and/or vice president) for
each club and organization will be compiled and will also be added to throughout the course of
the campaign to reflect the latter changes. The database of such, outlining all clubs and
organizations participating in the Sponsor A Child and their representatives, will allow for an
organized point of reference in relation to the program. A list of all people (volunteers, donors,
and sponsors) who are emailed the newsletter on a monthly basis will also be assembled (see
Appendix XXIV for details). To note, a space for people’s mailbox information is allotted to
permit for the sending of various additional materials (i.e. flyers and brochures). Lastly, the
funds collected throughout the campaign will be monitored, with the amounts pinpointed
specifically after the benefit concert as well at the end of every month. The total funds raised
will be assessed at the end of the campaign, which will be discussed in more detail next.
Assessment
There are many ways to assess whether or not this campaign was a success both at HPU and
outside in the High Point community. In terms of the latter, one method of assessment is by the
amount of local press coverage the Youth Network received throughout the campaign. If there
was a high volume of news stories in various media, being published about the Youth Network,
this is a strong signal that the campaign was a success. Furthermore, to assess how well the
campaign is doing, the Youth Network can take a look at the different placements, impressions,
and circulation of these stories. What is the circulation of the newspapers the articles appear in?
Evaluation and Monitoring
41
How many viewers were watching that television segment? How many listeners were tuned in
to the radio station? (see Appendix XXV for details).
Another great way to assess the campaign would be through the creation of a Google
Analytics account. Google Analytics is a great way to increase search engine optimization
(SEO) for the Youth Network. You can take a look at the number of visitors to the Youth
Network webpage, and track all social media sites such as Facebook, Twitter, and YouTube.
Google Analytics allows you to see how much traffic is being driven to your page, where the
users are from, how long they stay on your page, and how many pages they visit. Best of all, this
is a free service provided by Google.
Thirdly, the most clear cut way to assess the success of this campaign is to look at the
original fundraising goal. The campaign will run from August 2013 to December 2013, with the
ultimate goal of raising $6,000. Was this goal met? Was it exceeded? Did it fall short? By
answering these questions about the amount of funds raised, you can judge the campaign’s
success or failure.
Monitoring and Evaluation Tools
In addition to the latter tools mentioned, such as databases of the clubs/organizations
involved in Sponsor A Child as well as their points of contact and excel sheets tracking media
placements as well as respective impressions and circulation statistics, it is proposed for a
student evaluation questionnaire to also be developed (see Appendix XXVI for details). By
collecting the results of the survey, an understanding of HPU participants’ experiences with the
program will be gained, providing beneficial feedback to apply to improving upon the success of
the campaign in the future. Ultimately, the survey will round out the platform of monitoring and
evaluation tools, allowing for the gaining of students’ thoughts and opinions first hand.
42
Appendix I
As previously stated, the questions that STRAT Solutions decided to focus on in this analysis are
those containing information about fundraising in an effort to help our client better solve their
most important issue in keeping the organization running.
Do you belong to a club or organization?
Number of Yes’s 20
Number of No’s 0
Which organizations do you belong to?
Greek Life 10
Academic 9
Community 8
Religious 5
Athletic 2
Theatre 2
How did you hear about that organization?
Campus
Word of
Mouth
Calendars Representative
from Org
Social
Media
Other
13 16 4 11 13 3
What groups does your organization volunteer for?
Habitat for
Humanity
Alzheimer’s
Foundatio
n
March for
Babies
Children’s
Miracle
Network
High Point
University
7 3 2 3 3
Others include: Open Door Ministries, Big Brother/Big Sister, Boy Scouts of America, Civitan, Shark
Tank, Homeless Awareness Project, Helping High Point, JDRF Diabetes, Animal Shelters, Local
Shelters, Local Schools, United Way, Salvation Army
On a scale of 1-10 how interested is your club in fundraising a local non-profit
1 2 3 4 5 6 7 8 9 10
43
0 1 0 0 1 0 1 4 4 8
One person refused to answer the question.
What kind of event would you want to participate in?
Sporting
Event
Luncheon/Dinner Speaker Concert Other
10 8 9 14 3
What type of fundraising would most effective?
Dorm
Storming
Bake Sale Big Event Sponsoring
Restaurants
Other
8 6 12 13 3
How likely are you to donate to a non-profit organization?
1 2 3 4 5 6 7 8 9 10
0 0 2 1 4 4 5 1 1 2
Have you heard of GCRRC?
Yes 3
No 17
Have you heard of the Youth Network?
Yes 2
No 18
Would you be interested in sponsoring a child?
Yes 14
No 5 One person refused to answer.
As an alternative to paying a school fine would you complete community service?
Yes 17
No 3
44
Do you have transportation?
Yes 15
No 5
Appendix II
Appendix III
45
Appendix IV
46
Appendix V
47
Appendix VI
48
Appendix VII
49
Appendix VIII
50
Appendix IX
Appendix X
51
Appendix XI
52
Appendix XII
Benefit Concert
Copy:
Are you looking for a way to have fun this
weekend but at the same time get involved in a
worthy cause? The Youth Network, in
collaboration with High Point University, is
hosting a free benefit concert on September 7
at 6pm. Come out to give back to the children
of the Youth Network and enjoy great music!
Both cash and passport donations will be
accepted and all proceeds will be given to the
Youth Network. Show your HPU spirit and
support the Youth Network, a program
dedicated to enriching the lives of children in
the High Point area! To learn more, contact
Audio:
Background music of happy, uplifting music
softly playing. The song will be chosen by the
Youth Network at a later date and will gain
permission from chosen artist.
Sponsor A Child Program
Copy:
Is your club or organization looking to get
involved in a community service project this
semester?
The Youth Network, a program dedicated to
enriching the lives of children in the High
Point area, has just the opportunity you’ve
been seeking!
Sponsor A Child aims to foster the creation of
positive relationships between the youth and
HPU students. It offers various ways to
contribute to the Youth Network and allows
your club or organization to choose how YOU
get involved. Change a life today! To learn
more, contact [email protected].
Audio:
People exclaiming YES!
A wave of people cheering.
Background music of happy, uplifting music
softly playing.
53
Appendix XIII
54
Appendix XIV
55
Appendix XV
56
Appendix XVI
Fact Sheet
FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT:
September 2, 2013 Pamela Palmer
Youth Network Kicks Off “Whose Life Will You Change?” Campaign with High Point
University Benefit Concert
What: On September 7, 2013 at 6 pm, High Point University will be hosting a free
benefit concert on behalf of the Youth Network to kick off its “Whose Life Will
You Change?” fall campaign. All proceeds collected as part of the concert will be
given to the Youth Network to assist in the subsidizing of costs of the program
and the sponsorship of various efforts for the children. HPU students will have
the opportunity to donate to the program with cash or passport contributions.
Who: All High Point University students are encouraged to attend the concert and show
their support for the Youth Network!
Where: High Point University is located at 833 Montlieu Ave. High Point, NC 27262.
When: The Youth Network Benefit Concert is on Saturday evening, September 7th at
6:00pm.
Why: The Youth Network’s “Whose Life Will You Change?” fall campaign will feature
the benefit concert as well as the introduction of the Sponsor A Child program.
Sponsor A Child is divided between three levels, including $550 for the
sponsorship of one child, $200 for program sponsorship, and $50 for the
sponsorship of a child’s lunch. The Youth Network is dedicated to enriching the
lives of children in the High Point area and promoting their self-development. It
works to make a lasting difference in the betterment of the community through
the positive influence of its youth. The Youth Network welcomes children from
all backgrounds and socioeconomic levels.
###
57
Appendix XVII
News Release
FOR IMMEDIATE RELEASE FOR MORE INFORMATION:
August 26, 2013 Pamela Palmer
Youth Network Kicks Off “Whose Life Will You Change?” Campaign with High Point
University Benefit Concert
High Point, North Carolina -- On Saturday, September 7, 2013 at 6pm, High Point
University will be hosting a free benefit concert for students on behalf of the Youth Network.
The benefit concert will act in part of the Youth Network’s “Whose life will you change?” fall
campaign in conjunction with the introduction of its Sponsor A Child program. All students are
welcome to attend the concert in support of the Youth Network. Both cash and passport
donations will be accepted and all contributions made will be put towards the Youth Network
funds. The funds will be used to subsidize utility, program, and other such costs associated with
the program. The students are encouraged to show their support for a noteworthy cause and
enjoy a great concert in the process!
Quote from Dr. Palmer (noting collaboration between HPU and Youth Network)!
Sponsor A Child is a recently introduced fundraising program to the Youth Network and
aims to provide HPU clubs and organizations with various means by which to make a
contribution. Sponsor A Child is divided between three levels, including $550 for the
sponsorship of one child, $200 for program sponsorship, and $50 for the sponsorship of a child’s
lunch. Sponsor A Child fosters the creation of positive relationships between the youth and HPU
students, creating a meaningful experience for everyone involved.
58
Launched in 2012, the Youth Network is a local community program dedicated to
enriching the lives of children in the High Point area and promoting their self-development. It
works to make a lasting difference in the betterment of the community through the positive
influence of its youth. Helping those in Pre-K through 12th
grade, the program aims to instill a
high level of self-confidence, self-esteem, and self-motivation in its participants. The Youth
Network welcomes children from all backgrounds and socioeconomic levels. For more
information, please visit the Youth Network website at
http://www.tgcrrc.org/youthnetwork.html.
###
59
Appendix XVIII
News Release
FOR IMMEDIATE RELEASE FOR MORE INFORMATION:
December 4, 2013 Pamela Palmer
Youth Network Enjoys Much Success with Conclusion of “Whose Life Will You Change?”
Campaign
High Point, North Carolina -- On December 4th
, 2013, High Point University concluded
its fall semester and, with that, marked the wrap-up of the Youth Network’s “Whose Life Will
You Change?” campaign. The Youth Network’s collaborative campaign with High Point
University, featuring a free benefit concert and Sponsor A Child program was a huge success. In
total, _____________ was raised over the course of the semester, ensuring the continuance of a
bright future for the Youth Network. HPU students showed considerable support for the Youth
Network, making various contributions in the form of monetary donations, sponsorships of
children, and their participation at the center. The Youth Network is looking forward to
maintaining its relationship with HPU students to further benefit the growth and development of
children in the High Point area.
Quote from Dr. Palmer (describing success of campaign, impact it had on Youth
Network, and her appreciation for HPU students)!
Sponsor A Child is a recently introduced fundraising program to the Youth Network and
aims to provide HPU clubs and organizations with various means by which to make a
contribution. Sponsor A Child is divided between three levels, including $550 for the
sponsorship of one child, $200 for program sponsorship, and $50 for the sponsorship of a child’s
60
lunch. Sponsor A Child fosters the creation of positive relationships between the youth and HPU
students, creating a meaningful experience for everyone involved.
Launched in 2012, the Youth Network is a local community program dedicated to
enriching the lives of children in the High Point area and promoting their self-development. It
works to make a lasting difference in the betterment of the community through the positive
influence of its youth. Helping those in Pre-K through 12th
grade, the program aims to instill a
high level of self-confidence, self-esteem, and self-motivation in its participants. The Youth
Network welcomes children from all backgrounds and socioeconomic levels. For more
information, please visit the Youth Network website at
http://www.tgcrrc.org/youthnetwork.html.
###
61
Appendix XIX
62
Appendix XX
Appendix XXI
63
Appendix XXII
Appendix XXIII (Calendar)
64
65
66
67
68
69
Appendix XXIV
Clubs/Organizations and Contacts:
Club/Organization Contact Email Campus Box
Newsletter Recipients:
Name Email Phone Address
Appendix XXV
70
Appendix XXVI
Please complete this survey to help us better the way our organization pursues fundraising
efforts in the future. Please read each question carefully and answer to the best of your
ability. Please be as honest as possible. This survey is completely anonymous and your
answers will not be shared with anyone. Once the data is collected the surveys will be
shredded. Thank you for your help with the Youth Network, you have helped fuel a better
future for a child in your community! 1. Which program(s) did you participate in?
a. Sponsor a Child Program
b. Volunteering
c. Other amount of donation
d. Other (please specify):
__________________________________________________________________________________
__________________________________________________________________________________ __________________________________________________________________________________
2. Did you enjoy your time with the Youth Network?
a. Yes
b. No
i. If no, why not?
__________________________________________________________________________________ __________________________________________________________________________________
__________________________________________________________________________________
3. Would you participate again in the future?
a. Yes
b. No
i. If no, why not?
__________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________
4. What did you enjoy most?
__________________________________________________________________________________
Youth Network Evaluation Questionnaire
71
__________________________________________________________________________________ __________________________________________________________________________________
5. What would you improve?
__________________________________________________________________________________ __________________________________________________________________________________
__________________________________________________________________________________
72
COM 4415 Weekly Progress Report
Team Members: Amanda Kostolansky, Nicole White, Jeremy Hopkins, and Brittany Melvin
February 1, 2013
1. STRAT Solutions met on February 1, 2013 from 7:00pm to 8:00pm in the in University Center Bakery
2. Attendance:
Members attending: Amanda Kostolansky, Nicole White, Jeremy Hopkins, and Brittany Melvin
Members excused: None
Members absent: None
3. Decisions reached:
STRAT Solutions discussed the schedule for putting together the weekly progress reports. It is as follows:
1. Brittany 2. Nicole 3. Jeremy 4. Amanda
STRAT Solutions went over the situation analysis report, each member sent part to Brittany to compile.
STRAT Solutions defined target audiences and divided them into primary vs. secondary audiences.
STRAT Solutions discussed the public opinion and stakeholder analysis
Volunteers like HPU students Media
STRAT Solutions reviewed and edited our SWOT analysis and defined terms.
4. Discussions:
STRAT Solutions discussed the aforementioned things as well as things we will potentially do in the future and include in our final proposal/portfolio.
5. Assignments:
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Brittany will write about the basic information of the client and the client’s competitors
Nicole will write about past communication practices and the client’s problem or opportunity
Jeremy will write about the client’s strengths and weaknesses
Amanda will write about the client’s opportunities and threats
6. Place, date and time of next meeting:
The team will be individually researching ideas and possibilities for the campaign this weekend, and we will regroup at some point after the weekend.
COM 4415 Weekly Progress Report
Team Members: Amanda Kostolansky, Nicole White, Jeremy Hopkins, and Brittany Melvin
February 8, 2013
1. STRAT Solutions met on February 4 from 1:55 p.m. to 2:30 pm in Wilson Commerce Building at High Point University.
STRAT Solutions met on February 6 from 1:35 pm to 2:30 pm in Wilson Commerce Building at High Point University.
STRAT Solutions met on February 8 from 2 pm to 2:30 pm in Wilson Commerce Building at High Point University.
2. Attendance:
Members attending: Amanda Kostolansky, Nicole White, Jeremy Hopkins, and Brittany Melvin
Members excused: None
Members absent: None
3. Decisions reached:
STRAT Solutions decided what the purpose of our survey would be for our campaign:
“To find out if High Point students would be interested in working for the Youth Network and what kinds of volunteering students want to do.”
We then broke our research into two separate questions:
1. Method by which to gain awareness of HPU students about the Youth Network and motivate them to volunteer;
74
2. Method by which to bolster fundraising through HPU clubs and sponsorships.
STRAT Solutions brainstormed and came up with some ideas rather than reaching solid decisions. Some of these ideas, however, were to get Youth Network at the High Point University Activities Fair through student liaisons. We will come up with a calendar of events as an example for a timetable. We will also transcribe the Youth Network video for a news story.
STRAT Solutions decided to adjust our research question, and narrow it down to just one, focusing on fundraising and not on volunteering which Dr. Palmer said was not as important. This meant that we would refine our research question ideas.
4. Discussions:
STRAT Solutions discussed some questions to ask Dr. Palmer on Friday, February 8 as well as some tasks we still needed to complete such as an organization list, media list, and other potential connections.
STRAT Solutions discussed funding options for the Youth Network and other things to put in our final campaign binder. We came up with some basic ideas for these, including articles, news stories, a calendar, news releases, fact sheets, media alert, sponsorship pitch letter, etc.
STRAT Solutions went through the 40 total questions we had come up with independently (see February 4 assignment) and narrowed them down by popular opinion to the 10 questions we thought to be most relevant to our new, singular research question idea. Some of the discussion from our meeting with Dr. Palmer goes as follows:
Sponsorships for each child are important Want to have the Youth Network primarily managed by HPU students Benefit concert as a fundraising opportunity. Using an HPU band? August/September campaign start date Using businesses to get money for lunches.
o Great Harvest Bread? Garden at Youth Network house
o Food o Healthy living o Lunches from garden?
Student ambassadors to Youth Network Use HPU Green Team
5. Assignments:
Each member should come up with five survey questions for each of our research questions for the next meeting.
75
Nicole will complete funding options for the campaign, come up with a flyer that has rip-off slips for people to pull off
Brittany will create a media list, sample pitches, and list of officials
Jeremy will transcribe video for binder sheet
6. Place, date and time of next meeting:
We do not have a set meeting time, but we are in constant contact on the STRAT Solutions Facebook group.
COM 4415 Weekly Progress Report
Team Members: Amanda Kostolansky, Nicole White, Jeremy Hopkins, and Brittany Melvin
February 15, 2013
1. STRAT Solutions met on February 11, 2013 from 1:35 pm to 2:30 pm in Wilson School of Commerce.
STRAT Solutions met on February 14, 2013 from 9:15 pm to 10:00 pm in the Great Day Bakery.
2. Attendance:
Members attending: Amanda Kostolansky, Nicole White, Jeremy Hopkins, and Brittany Melvin
Members excused: None
Members absent: None
3. Decisions reached:
STRAT Solutions will distribute the surveys (5 each) by hand and collect data by Friday, February 15.
STRAT Solutions will discuss the following survey questions in regard to fundraising for our analysis:
1, 2, 3, 4, 5, 7, 8, 11, 14, 15, 16, 20, 21, 22, 23, 24, 25
4. Discussions:
STRAT Solutions will focus our campaign on the fundraising aspect instead of including both fundraising and volunteering. This will be apparent in our analysis.
76
Brittany completed the first three questions of the evolution of research report (except the data analysis)
5. Assignments:
Nicole will conduct research on Big Brothers, Big Sisters and complete data collection (taking percentages of surveys, pulling all data into one form, etc.)
Jeremy will conduct research on YMCA and discuss what the numbers mean and the significance of how it will affect the design. Will also write a limitations section.
Amanda will conduct research on the Boys and Girls Club and analyze the data and put it into a table
Brittany will complete a general write up about non-profit strategy
All of this will be completed by next week.
6. Place, date and time of next meeting:
STRAT Solutions will meet on Sunday, February 17, 2013 at 9:13:30 pm. During this time we will combine the research we have conducted on our organizations as previously assigned, compile data, and compose citations.
STRAT Solutions will also discuss the Reflective Essay due Wednesday.
COM 4415 Weekly Progress Report
Team Members Amanda Kostolansky, Nicole White, Jeremy Hopkins, and Brittany Melvin
February 22, 2013
1. STRAT Solutions met on February 17 from 9:15pm to 10pm in the University Center Bakery. STRAT Solutions met on February 18 from 1:30pm to 2:20pm in the Wilson School of Commerce at High Point University. STRAT Solutions met on February 20 from 2:00pm to 2:30pm in the Wilson School of Commerce at High Point University.
2. Attendance:
Members attending: Amanda Kostolansky, Nicole White, Jeremy Hopkins, and Brittany Melvin
Members excused: None
Members absent: None
77
3. Decisions reached:
Brittany compiled everyone’s parts for the research report. Jeremy wrote conclusion and discussion of limitations.
We decided to table our discussion on the 2nd essay assignment due on Wednesday.
Reflective Essay 2: Represent Plan B and Phillip Morris as clients Outline of SMART Goal and Objectives:
4. Discussions:
STRAT Solutions came up with questions to ask Dr. Palmer at out meeting with her during Wed. class.
Research report in front of us, inform her about the results of our survey and ask
her relevant questions
Brittany
o Printing off report to give her
Clarify the length of campaign
Go over the goals and objectives with her
Compile list of campus bands and meet with student life
5. Assignments:
Division of work for goals and objectives report
Jeremy will complete 1 and 2 on rubric
Amanda will complete 3 on rubric
Nicole will complete 4 on rubric
Brittany will complete 5 on rubric
6. Place, date and time of next meeting:
STRAT Solutions will meet on Sunday at 7:00pm in the bakery to finalize goals and objectives report.
COM 4415 Weekly Progress Report
Team Members: Amanda Kostolansky, Nicole White, Jeremy Hopkins, and Brittany Melvin
March 15, 2013
1. STRAT Solutions met countless times this past week whether in class or working on our Messages and Audiences outside of class.
78
2. Attendance:
Members attending: Amanda Kostolansky, Nicole White, Jeremy Hopkins, and Brittany Melvin
Members excused: None
Members absent: None
3. Decisions reached:
STRAT Solutions came up with slogan for the Youth Network, theme and slogan for the campaign etc. In addition, we worked on the development of our messages and audiences. We created campus concierge email updates and letters to clubs/organizations as well as potential mockups of what each would look like.
4. Discussions:
STRAT Solutions discussed the aforementioned things as well as things we will potentially do in the future and include in our final proposal/portfolio.
5. Assignments:
This week’s main assignment was the Messages and Audiences.
Nicole wrote about the theme and slogans as well as created the concierge emails
Jeremy wrote about social media messaging
Amanda incorporated the findings of our research
Brittany wrote about the specific audiences and some of the copy for the materials.
6. Place, date and time of next meeting:
The team will be individually researching ideas and possibilities for the campaign this weekend, and we will regroup at some point after the weekend.
COM 4415 Weekly Progress Report
Team Members: Amanda Kostolansky, Nicole White, Jeremy Hopkins, and Brittany Melvin
March 22, 2013
1. STRAT Solutions met on Wednesday with Dr. Palmer from 1:50pm to 2pm during class and on Friday from 1:40pm to 2:30pm in the Wilson School of Commerce
2. Attendance:
Members attending: Nicole White, Jeremy Hopkins – Wednesday
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Amanda Kostolansky, Nicole White, Brittany Melvin - Friday
Members excused: Amanda Kostolansky, Brittany Melvin - Wednesday
Jeremy Hopkins - Friday
3. Decisions reached:
STRAT Solutions brainstormed ideas for the assignment and agreed upon what will be included in each component of the assignment. For example, it was decided strategic and tactical recommendations will include:
Campus Concierge
SGA
Campus Chronicle
Social Media
Chronicle ads
Wow Factor spot
HPU Radio Station spot
Sporting events graphic
Yearbook add
Brochure
Flyer/poster
Website
Water bottle
Kiosk graphic,
Newsletter,
Development of a media list
Fact sheets
News releases
Video news releases
Radio PSAs with sound bites.
4. Discussions:
STRAT Solutions discussed the budget of the campaign and the timeline for implementation of tactics. However, we thought that the determination of the latter would require lengthy and careful thought so we tabled that to be included in our next few meetings before the Strategies & Tactics assignment is due.
5. Assignments:
Jeremy will be responsible for the completion of all graphics (for the Campus Chronicle and Yearbook ads as well as for the screens at sporting events) and the flyer/poster.
Amanda will be responsible for developing the brochure, newsletter, and water bottle design.
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Nicole is our social media manager, tasked with the creation of the Facebook and Twitter page.
Brittany will be tackling the media list, fact sheets, news releases, and PSAs.
6. Place, date and time of next meeting:
STRAT Solutions will meet next during class this coming Monday from 1:30-2:30 for another workday!
COM 4415 Weekly Progress Report
Team Members: Amanda Kostolansky, Nicole White, Jeremy Hopkins, and Brittany Melvin
March 29, 2013
Members attending: Amanda Kostolansky, Nicole White, Jeremy Hopkins, and Brittany Melvin
Members excused: None
Members absent: None
3. Decisions reached:
STRAT Solutions decided how we would break down the information for the instructor meeting. This information is included below, under “assignments.”
Jeremy will attempt to locate a list of groups and organizations on campus.
A public service announcement would be a good idea in order to promote the Youth Network
STRAT Solutions will create and include a logo for our “company”
4. Discussions:
STRAT Solutions discussed that we will need to pull together a budget, and the beginnings of how that will take shape.
STRAT Solutions discussed the need for television and radio advertisements: for WOW Factor, a Video News Release, and a Public Service Announcement.
STRAT Solutions discussed the presentation that we would be showing Dr. Kim in the meeting at our allotted time that during the March 27 class time.
5. Assignments:
The assignments included below are due Wednesday, March 27 for STRAT
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Solutions’ instructor meeting.
Nicole: Facebook and Twitter account creation
Jeremy: graphic for advertisements
Break down of PowerPoint Presentation:
Situation Analysis: Jeremy
Research: Nicole
Goals and Objectives: Brittany
Messages and Audiences: Amanda
Strategies and Tactics:
Paid: Jeremy (graphic)
Owned: Amanda (brochure, newsletter)
Social: Nicole (Facebook and Twitter)
Earned: Brittany (fact sheet, news release, media list for concert)
Jeremy will create a rough design for the Youth Network logo
6. Place, date and time of next meeting:
Next meeting: Tuesday, April 2, at 7 p.m.
COM 4415 Weekly Progress Report
Team Members: Amanda Kostolansky, Nicole White, Jeremy Hopkins, and Brittany Melvin
April 5, 2013
STRAT Solutions met on April 2, 2013 from 7:00pm to 8:00pm in the bakery.
STRAT Solutions met on April 3, 2013 from 1:20pm to 2:30pm in the Wilson School of Commerce at High Point University
2. Attendance:
Members attending: Amanda Kostolansky, Nicole White, Jeremy Hopkins, and Brittany Melvin
Members excused: None
Members absent: None
3. Decisions reached:
STRAT Solutions developed a budget, created the calendar, and went over the timeline of the campaign.
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4. Discussions:
STRAT Solutions suggested two interns are assigned this project instead of one.
5. Assignments:
Jeremy will create the logo for STRAT Solutions.
Nicole created the Calendar with the timeline of the campaign.
Amanda created the brochure and the newsletter.
Brittany wrote copy for the news releases and commercials for different types of media.
6. Place, date and time of next meeting:
We will meet next on Wednesday April 10, 2013 at 1:20 in the commerce lobby.
COM 4415 Weekly Progress Report
Team Members: Amanda Kostolansky, Jeremy Hopkins, Nicole White, and Brittany Melvin
April 12, 2013
1. STRAT Solutions met on April 10, 2013 from 1:20pm to 2:30pm in Wilson School of Commerce.
STRAT Solutions met on April 12, 2013 from 1:20pm to 2:30pm in Wilson School of Commerce.
2. Attendance: Amanda K, Jeremy H, Nicole W, Brittany M
Members attending: None
Members excused: None
Members absent: None
3. Decisions reached:
STRAT Solutions decided that sending one letter to organizations from the children would be better than sending a letter a week.
STRAT Solutions needs to make a table of contents and an appendix in addition to numbering the pages.
4. Discussions:
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STRAT Solutions discussed the length of the book and what needs to happen before next Monday so that the book will be ready for the Wednesday deadline.
5. Assignments:
Brittany will complete the monitoring part of the next assignment. She will create a database for the groups to be added to as they come on board. She will compile a list of all the lists and organizations on campus as well as a list of people receiving the newsletters. She will also add the header to each page and work on her slides over the weekend.
Jeremy will create the Executive Summary and shorten some of the previous assignments. He will email Tyler Steelman to inform him of what we are doing. He will compile the book in digital form and burn the CDs for the campaign book as well as for the members of STRAT Solutions
Nicole will compete the press coverage, placements, impressions, amount of funds, and circulation of the next assignment to fulfill the assessment requirement.
Amanda will create the monitoring and evaluating tools including
Student survey for end of semester Chart for tracking funds Excel sheets with databases recording media
Amanda will also compile all of the progress reports and reformat them to match.
6. Place, date and time of next meeting:
STRAT Solutions will meet on Monday April 15, 2013 immediately following class time to print all of the materials for the book.