MEET THE TEAM

Katie Ouellette

- President, CEO and Event Coordinator for BCC.

- Bachelor’s: UNF

- Master’s: UF

- Development Coordinator for the American Lung Association

Heather Smith

- Chief Client Officer

- Bachelor’s: UNF

- Master’s: Auburn University

- STEM Education Outreach at the Museum of Science and History

Alia Aweis

- Director of Communications/CFO

- Specializes in non-profit

- Non-profit work across North America, Eastern Europe and Eastern Africa

- Bachelor’s: UNF

Gabrielle Gonzalez

- Co-founder of BCC

- Social Media Strategist

- Bachelor’s: UNF

- Minor in film studies

- Social media monitoring for Tribeca Film Festival

is an agency that was established in 2010. We offer full public relations services, such as traditional media, social media, crisis

management, special events and more. We are focused on bringing success to our clients and always put their needs first. We use ethical, innovative and smart

tactics to earn exceptional results for our clientele. We promise to help you become the business that you’ve always intended.

OUR CAMPAIGN GOAL

The overall goal of our campaign is to increase the enrollment of high-performing minority students at the University of North Florida. In addition to this, we strive to increase awareness of financial aid and scholarship opportunities to economically

disadvantaged minorities living in Jacksonville, Florida.

A COUPLE OF OUR PAST CLIENTS

THE UNIVERSITY OF NORTH FLORIDA ● Is a public university in Jacksonville, Florida that was established in 1972.

● Values the importance of individualized attention when receiving an education.

● Has spent $200 million making various renovations to help improve campus life in recent years.

● Has an average incoming high school GPA of 4.02 and currently hasthe largest freshman class in the school’s history.

UNF’S C.A.M.P. OSPREY● C.A.M.P Osprey is an award-winning

Collegiate Achievement Mentorship Program created for students in grades K-12.

● We partnered with this organization to offer students the utmost level of college-readiness.

● C.A.M.P Osprey is run by UNF students who are working towards a minor in leadership.

● C.A.M.P Osprey currently mentors students atnine schools, in Duval and Putnam County, and meets with the students weekly, in person and/or online.

● Freshman at UNF no longer have to live on campus.● UNF’s website lists 33 scholarships, 23 of which are need-based from the University. ● UNF’s geographical location makes it a great destination for prospective students.● UNF was ranked in The Princeton Review as one of America’s top five “Best Value” colleges in 2006, 2007, 2009 & 2011.

● UNF doesn’t have as much brand recognition as bigger schools, such as UF or FSU.● Unable to expand exponentially because the school is located on a nature preserve.● Due to the size of the university there aren’t as many degree programs offered.● Not a desired school to Florida residents because of the lack of a football program or national coverage.

● To make college a reality for minorities across Jacksonville.● Able to increase UNFs brand recognition.● Educate students and parents on financial aid and scholarship options● To expand UNF’s C.A.M.P. Osprey Program

● FSCJ getting potential students.● Students not considering college as an option due to financial restrictions or obligations. ● The acceptance rate at UNF is 60.6 percent. ● Due to the rising popularity of online degrees, more students are attending online universities.

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SITUATION ANALYSISUNF faces the challenge of reaching high-performing students, especially minorities, who are unable to afford higher-education in North Florida. Many of these prospective students, as well as their parents, believe that college is unattainable due to financial restrictions.

In addition to encouraging these students to apply to UNF, we aim to inform our audience about available scholarships and financial aid programs.

SECONDARY RESEARCH● According to a 2013 report conducted by The Spinnaker, African-American students

make up 10 percent of UNF’s population, compared to 26 percent attending FSCJ and 15 percent at JU. Nine percent of UNF’s students are Hispanic, compared to 6 percent at FSCJ and 7 percent at JU.

● Increasing diversity on college campuses will beneficially refashion the workforce.○ In a Forbes survey, 85 percent of business owners said diversity is vital to their business, and approximately

75 percent said that their companies intend to increase diversity within their business in upcoming years. ○ Currently people of color make up 36 percent of the workforce. ○ Census Bureau projections predict one in two workers will be a person of color by 2050.

“Diversity on college campuses isn’t just a benefit for [minority students]. Learning with people from a variety of backgrounds encourages collaboration and fosters innovation,

thereby benefitting all students.” - The Center for American Progress

STUDENTS: GENERATION Z● The New York Times reported that Generation Z is

the first generation to be raised in the smartphone era. Often referred to as “Digital Natives.”

● Pew Research Center reported that 92 percent of teens go online daily, 91 percent of teens go online using mobile devices and nearly three-quarters of teens own or have access to a smartphone.

● Seventy-one percent of teens use Facebook, 52 percent use Instagram, and 41 percent use Snapchat. U.S. Census Bureau reported, 57 percent of children between 6 and 17 years old participate in at least one after-school extracurricular activity.

● A Pew Research Center report said 73 percent of children age 6 to 17 were involved in a sport or athletic activity.

Sandalwood High School: Sandalwood is the largest high school in Duval County with nearly 3000 students.

● 39 percent are considered economically disadvantaged and 56 percent are minorities.

● 80 percent of Sandalwood’s students participate in AP classes.

● 930 students are currently dual-enrolled in college classes and 130 of those students take classes at an FSCJ campus.

Landmark Middle School:There are currently 1200 students enrolled at Landmark Middle School.

● 59 percent are minorities● 40 percent qualify for reduced lunch, while 5 percent

qualify for free lunch.

PARENTS: GENERATION XForbes reported 35 percent of Generation X individuals have college degrees, making them among the most highly educated generation in the U.S.

According to Forbes 81 percent of Generation X is on Facebook and 5.9 million have snapchat accounts.

According to the Pew Research Center, among parents of children age 13 to 17:● 94 percent own a desktop or laptop computer● 76 percent own a smartphone ● 84 percent go online frequently using a handheld device

PRIMARY RESEARCHSwoop2Success Online Survey

We received responses from 30 students about their college plans and concerns about attending college

● Would you be interested in having a mentor or advisor?

PRIMARY RESEARCH● What are your concerns about attending

college?

PRIMARY RESEARCH● How are you planning to pay for college?

TAGLINE● With our hashtag #Swoop2Success and social media handles we will be

working towards raising awareness to our target audiences about the scholarship and financial aid opportunities that UNF has to offer.

● We designed our #Swoop2Success logo to create a specific UNF brand that will help separate us from our competitors.

OBJECTIVE ONE● We intend to expand UNF’s C.A.M.P. Osprey mentorship program and reach

out to Sandalwood High School and Landmark Middle School within the first two weeks of our launch with intent to educate students about their college opportunities.

STRATEGY:● C.A.M.P Osprey focuses their attention on students who reside in Duval

County, and offers underrepresented students the chance to build their leadership skills, and learn about their future college opportunities.

OBJECTIVE ONE TACTICS● Tactic: Mentor Meet and Greet

○ We will hold a meet and greet with our mentors and mentees during the children’s elective hours at school where we can provide team building exercises and help the students get to know their future mentor better to ensure that our audience forms a relationship with UNF long before these students apply to colleges.

● Tactic: Day of Play○ We will host a Day of Play Campus Immersion event on March 4 on UNF’s campus organized

by C.A.M.P Osprey, so the students will be able to see the campus and interact with UNF students.

○ At this event we will raffle off a Nike backpack complete with Nike gift cards, stationary supplies as well as Macbook Air.

OBJECTIVE ONE BUDGET = $1,658

Day of Play/Immersion Event

Printed T-Shirts (75) $221

Table (5) Free

Water Bottles (320) $32

Outdoor Vinyl Banner UNF (2) $220

Geofilter $10

Nike Giveaway (backpack, gift card, MacBookAir and stationary $1,175

OBJECTIVE TWO● To raise awareness of financial aid and scholarship opportunities to

prospective students and parents by holding two events within the community.

STRATEGY:● When asked about concerns regarding college, 45 percent of our respondents

said finances. In order for this campaign to be successful it is crucial that we raise awareness to our audience about financial aid and scholarship opportunities. Within our two target audiences, it is important that we cater to parents as well as potential prospect students to relay the most important information about our campaign as well as UNF.

OBJECTIVE TWO TACTICSTactic: Swoop to Success Scholarship

○ We will award two graduating seniors within the mentorship program a UNF scholarship worth $5,000 each. Scholarship recipients will be determined based off of a GPA evaluation and an essay submission as to why UNF is their school of choice.

Tactic: Swoop to Success Pep Rally○ Present our Swoop to Success video and encourage them to follow us on social media. We will encourage

them to send us pictures on Snapchat using the geofilter we will create for this event. At this event we will giveaway Swoop to Success shirts and a Nike backpack complete with stationery supplies, Nike gift cards and a Macbook Air.

Tactic: Senior Open House○ To inform parents about how their children can receive scholarships and financial aid we will hold an open

house at Sandalwood for seniors and their parents.To increase incentive to attend this event we will host another Nike backpack giveaway and provide our attendees with pizza.

Tactic: Creating Brochures and Collaborating with Guidance Counselors ○ To make scholarship offers more well-known we will create and distribute brochures to guidance counsellors

at Sandalwood and Landmark that highlight all of the scholarships UNF currently awards

OBJECTIVE TWO BUDGET = $13,611

Swoop To Success Scholarship $10,000

Sandalwood UpperclassmenOpen House and Pizza Night

Pizza & Drinks $500

Info Folders (500) $380Geofilter $10Nike Giveaway (backpack, gift card, MacBookAir and stationary $1,175

Pep Rally/ Video Launch

Swoop To Success Spokesperson FreePrinted T-shirts (75) $221Swoop2Success Video Free (Spinnaker)Geofilter $10Nike Giveaway (backpack, gift card, MacBookAir and stationary $1,175

Brochures (5,000) $140

OBJECTIVE THREE● To build UNF’s brand recognition through the creation of the Swoop to

Success website and social media platforms.

STRATEGY:● Our research suggest that our audience gathers most news online and is very

social media savvy; therefore, we will create social media sites to connect with our audience. We will utilize the hashtag #Swoop2Success to interact with students throughout the campaign.

OBJECTIVE THREE TACTICS● Tactic: Create Website and Social Media

○ We will create a Snapchat, Instagram, Facebook, Youtube and Twitter with Swoop to Success in the handle to interact with our audience. Our social media strategist will monitor and schedule pre-planned content for our platforms as well as keeping it up-to-date with relevant information about our students, mission and goals.

● Tactic: Swoop to Success Video○ Prior to launching our campaign, we will partner with The Spinnaker and oversee the creation of a Swoop to

Success video that features student testimonials and emphasizes the importance of applying for scholarships and financial aid to be published on Youtube, shared on all our social media platforms, and shown at the pep rallies we hold.

● Tactic: Promo Code ○ We plan on posting a promo code on Twitter to waive the application fee for students who apply on a certain

day by using our promo code: SWOOP2SUCCESS.● Tactic: Athletic Sponsorship

○ We will build UNF’s brand recognition among our audience by becoming an athletic sponsor at each school. This allows us to add our #Swoop2Success hashtag to the scoreboard inside the gymnasium and guarantees Swoop to Success will be mentioned by announcers at every indoor sporting event.

OBJECTIVE THREE BUDGET = $9,000

Athletic SponsorshipSandalwood's Indoor Scoreboard $6,000

Landmark's Indoor Scoreboard $3,000

UNF Application Promo CodeFree

CALENDARDECEMBER 2016Campaign Start date: Dec. 2

Swoop2Success Video: Dec. 2

Swoop2Success Pep Rally: Dec. 2 at Sandalwood and Dec. 5 at Landmark

MARCH 2017Day of Play Immersion Event: Mar. 4

Open House: Mar. 15

MAY 2017Promocode for waiver of application fee: May 20

Campaign End Date: May 20

THROUGHOUT THE ENTIRETY OF OUR CAMPAIGN● Weekly meetings with C.A.M.P. Osprey mentors● Weekly social media posts on all five platforms

ADDITIONAL BUDGET

Misc.

Two Outdoor Banners $200Posters (40) $180Stationery: Pens (500) $145Raffle Tickets Two Rolls of 1,000 $9

Swoop SpeakersSwoop To Success Spokesperson FreeC.A.M.P Osprey Matthew Ohlson FreeSuperintendent, Dr. Vitti Free

Unexpected Expenses $550.00Total $30,393.00

Agency Fee $5,000

CAMPAIGN EVALUATION● Objective One: Expand UNF’s C.A.M.P. Osprey Program

○ Survey students in the C.A.M.P. Osprey Mentorship program.○ Hear mentors feedback after our campaign launch.○ Count the number of attendees during our Day of Play Emersion event.

● Objective Two: Raise awareness of financial aid and scholarship opportunities○ Count the number of people in attendance of Swoop to Success pep rally and open house events○ We will survey all the guidance counselors who we gave brochures to, in order to learn how many

students and parents inquired about UNF.

● Objective Three: Build UNF’s brand recognition through Swoop to Success○ Analyze impressions on all our social media posts:○ We will see how many times the tweet containing the promo code was viewed and retweeted.○ See how many times our Swoop to Success video was viewed and shared. ○ Review the number of people who saw and took photos with our Snapchat geofilters during each

event.

THANK YOU FOR YOUR TIME AND CONSIDERATION!

ANY QUESTIONS?