nlp final presentation

Growing up with BEVOBuilding Brand Awareness & Driving Donations for the Neighborhood Longhorns Program

Presented by Cameron Allison, Sarena Chism, Elizabeth Hermanson, and Payton Schramm December 3, 2014

2

Neighborhood Longhorns Program

Agenda

• Project Objectives

• Challenges

• Research and Insights

• Recommendations

• Conclusion– Questions*

• Appendix

3


78%

Of survey respondents had never heard

of the Neighborhood Longhorns Program

4


81%

Of survey respondents were unaware

that the proceeds of BEVO support a non-profit

5


What were our objectives?

• Develop an effective positioning

strategy to help NLP increase:

– Awareness of the program primarily in

the UT Student Community and

secondarily among UT alumni

and fans of The University of Texas

– The number of donations contributed to

the program, while utilizing BEVO

6


What are NLP’s challenges?

Awareness

InternalAssociation

Challenges

7


What was our research method?

• Online Qualtrics Survey – 106 respondents

• 82 females

• 24 males

– UT Affiliation

• 71 current students

• 31 UT alumni

• 2 parents of current students

• 1 current UT faculty/staff member

• 1 respondent with no UT affiliation

8


What are people saying?

44% 83%55%

Word of Mouth

Of respondents who

previously knew of the

NLP cited “word of

mouth” as the way

they learned of the org

BEVO Fans

Of respondents stated

they’d be interested in

joining a BEVO fan

club with tiered

membership levels

Photos with BEVO

Of respondents would

be interested in taking

graduation pictures

with BEVO

56%

A Valuable Program

Of respondents

ranked the NLP as

very valuable to the

community

9


How do we persuade them?

AWARENESS MOTIVATION

& NORMATIVE

BELIEFS

ATTITUDE BEHAVIORAL

INTENTION

BEHAVIOR /

ACTION

The Theory of

Planned

Behavior

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How do we know the model works?

Awareness Motivation /

Normative Beliefs

Attitude Behavioral Intention Behavior / Action

Current Level Low Low Positive Neutral Neutral

How to address this?

(HI, HF, LI, LF)

High frequency & High

impact

High frequency High impact High frequency & High

impact

Low frequency & High

impact

11


RECOMMENDATIONSExecutable ideas to help NLP increase

awareness and boost donations

12


Which insights support our recommendations?

01Having a clear and

concise positioning

statement will help

build knowledge about

the organization

02People generally like

to feel a part of a

community of like-

minded individuals

03Among respondents BEVO

most represents: tradition,

the fighting spirit, pride, and

strength. Our

recommendations evoke

these qualities through the

use of BEVO in the

inspiration of higher

education.

13


A New Integrated Advertising Campaign

Building an engaging storyline for the NLP

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How will we approach the campaign?

• Strategic Approach

– Creating cohesive campaign messaging to bridge the NLP, Silver

Spurs, and BEVO

– Uniting each of the campaign executions under one

15


15 “Growing up with BEVO”Representing students who have the fighting spirit for a

bright future.

16


What’s the story?

Campaign Tagline: NLP: Volunteer. Inspire. Educate.

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18


TV STATION

PARTNERSHIPSRADIO IN-GAME VIDEO DIGITAL ADS

Where will the campaign be featured?

POSTERS &

BANNERS

19


Social Media Campaign Introducing interactivity to boost awareness

20


Which social media tools should be used?

At 33% Facebook was the

most popular social site

for news

At 16%,

Instagram was a

distant second

Twitter, at 12%,

was third

21


Twitter

Current Status: Inactive

Responding and Retweetingare good for community engagement

Useful Hashtags

Example: “Since 1991, NLP has served over 83,000 AISD students & provided over $636,000 in scholarships #NeighborhoodLonghorns”

How much should you post? Daily activity

Facebook

Current Status: Very active

What content should be placed on Facebook?

• NLP initiatives; mission

• Upcoming events dates and reminders

• Links to newsletters, reports, etc.

• Direct donation links

• Ways that donations can occur

How much should you post? Weekly activity

Instagram

Current Status? None

What content should be placed on Instagram?

• Photos of student events

• Student Organization activity days

• SpringJam

• Students with volunteers

• Special events (bowling and golf tournament)

• Kids with BEVO

• Links to online donations

• Scholarships dinner

How much should you post? Weekly to bi-weekly activity

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In-Game AnnouncementsIntroducing interactivity to boost awareness

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Announcements at sporting events

Research shows that of the respondents, awareness of in-game

announcements and interactivity is low. By improving the in-game

announcement experience, attendees will gain more exposure to the NLP.

Of respondents didn’t notice the in-game NLP announcements during UT games

85%

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• Current challenges

– Announcements aren’t always given at opportune times

– Fans are not completely aware of the NLP

– Current announcements lack an interactive element

– Current CTA maybe asking for too high a donation

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• Recommendations

– Create a matrix for in-game announcements to maximize visibility and

avoid clutter

– Highlight the children, by featuring more engaging on-field elements

– Feature content showing coaches and players involved with the NLP

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Revitalizing the BEVO Fan ClubImproving the overall membership experience

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The BEVO Fan club

• Current challenges

– One-time, one membership level

– Weak affiliation between BEVO Fan Club and NLP

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The BEVO Fan club

• Create different membership levels

– BEVO Buckaroo - $10

– BEVO Buddy - $25

– BEVO Spur - $50

– BEVO Handler - $100

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The BEVO Fan club

• Improve affiliation with NLP

– Utilize social media campaign

– Promote NLP being BEVO’s non-profit

30


Checkout Charity CampaignUtilizing peripheral purchases

to support the NLP

31


Checkout Charity campaign

By partnering with businesses in the local

community, we are increasing the

likelihood of increased awareness.

70%Of respondents who would

not donate to support BEVO,

said that they would donate

$1 to BEVO if they knew it

supported a non-profit

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Checkout Charity campaign

University Co-Op

• $1 Bail of Hay

H-E-B

• “Round-up your purchase to support

children in the Neighborhood Longhorn

Program”

Other Partners

• Implement new partnerships

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BEVO MerchandiseIntroducing a new line of BEVO-ware

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Introducing new BEVO merchandise

Research and past initiatives show that there is a clear interest in branded

BEVO merchandise. A new campaign can take merchandise to new

heights.

Of respondents would be interested in taking graduation photos with BEVO

83%

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Introducing new BEVO merchandise

• Past initiatives

– Point of purchase donations

– Partnership with local pasta sauce

– NLP BEVO bags at HEB

• New avenues

– Continuing BEVO bags

– Better connection with ad-

campaign

– Wider variety of merchandise

– Kitchen towels

– Socks

– Ornaments

– Picture frames

– Salt & Pepper shakers

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Student Organization ActivitiesBoosting On-campus Involvement

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How to increase student involvement?

63%Choose not to donate

due to financial

restraints, 13% do not

identify with a particular

cause/organization 51%Choose to donate

due to a desire to

be involved in a

group/community

44%Have heard of

NLP through

word of mouth 78%Respondents had not

previously heard of the

Neighborhood Longhorns

Program

38


What’s the approach?

Spread theWord

ActivitySet Up

Activities Attractions

39


Student Organization activities

Cook-Off/

Bake-Off

Field

Day

40


41


42


43


Community PartnershipsBuilding involvement in the greater

Austin community

44


Community Partnership efforts – NLP Day

45


How do we know the model works?

Awareness Motivation /

Normative Beliefs

Attitude Behavioral Intention Behavior / Action

Current Level Low Low Positive Neutral Neutral

How to address this?

(HI, HF, LI, LF)

High frequency & High

impact

High frequency High impact High frequency & High

impact

Low frequency & High

impact

How do we know? 78% had not ever

heard of NLP

78% of respondents

were motivated by

their desire to help

those in need

72% were empathetic

with the cause

85% had a positive

attitude towards NLP

after learning what

NLP does

63% said the top

reason they do not

donate is due to

financial restraints.

70% said that they

would donate $1 if

they knew the

donation also

supported a non-profit

58% stated that they

would be willing to

donate after learning

about NLP

Tactics for success Advertising Campaign,

Social Media, Game

Day Announcements,

Community

Partnerships, Student

Organization Activity

Bevo Fan Club,

Community

Partnerships, Check-

out Charity

Announcements

(Success Story/Impact

on student)

Notification of different

donation opportunities:

NLP Day, Check-Out

Charity, Direct links to

donation site on social

media, Community

Partnerships

Bevo Fan Club,

Check-out Charity,

Student Organization

Activity,

Merchandising

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How can we further apply this model?

Ad Campaign

Donations at

Check-Out Restaurant/

Co-Op

Partnership

$1 Hay

Donation

Social

Media

Sporting events:

Kids on field and

announcements

Student Organization Activity

Bevo

Fan

Club

High Frequency

High ImpactLow Impact

Low Frequency

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How can we further apply this model?

Ad Campaign

Donations at

Check-Out Restaurant/

Co-Op

Partnership $1 Hay

Donation

Social

Media

Sporting events: Kids

on field and

announcements Student Organization

Activity

Bevo Fan Club

Total Donation

Amount

Awareness

Merchandise

48


What’s the potential effect on awareness?

Advertising

Campaign

In-game

ActivitiesNLP Day

Highest

Social MediaPartnership

(Restaurant/Co-op)

49


Projected Awareness Through Targeted Planning

22%2014, Current Status

75%2016, Future Status

53%Increase in awareness in

the next 12 months

50


Internal recommendations

Quarterly Reports

Studies have shown that a factor

to why people do not donate is

because they are unaware of

how their money is being used.

A quarterly report that provides

financial overview of how money

is being spent and the benefits

that they funds have provided

will help combat this fear factor.

To not overwhelm donors and

NLP staff who are busy, we feel

that quarterly to annual reports

are good check points.

Interns

Interns can provide manpower to complete tasks such as social media postings, event planning/coordinating, and daily tasks.

Number of Interns: 1-2

This person will work closely with the Neighborhood Longhorn Program marketing, events, sponsorship and membership teams to implement events and programs.

CRM Database

This database helps keep track

of new ad returning donors.

Have this database gives NLP

staff address information that

they can use to send mail out

for upcoming donor events and

donation opportunities (Amplify

Austin, NLP Day, Restaurant

partnerships, etc. )

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Bringing it all together

52


52 Appendix

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Appendix

• Creative Brief

• Estimated Expenses for Community Partnerships

• Survey Results

54


General Creative Brief• What are we advertising?

– The Neighborhood Longhorns Program (NLP)

• Why are we advertising?

– To promote the NLP in a way that is informative and engaging to students and alumni of the University of Texas at Austin and also

to attendees of UT sporting events.

• Who are we talking to?

– Young adults in the 18-34 age range who have minimal to no knowledge of the NLP, as well as general attendees of UT sporting

events.

• What do they currently think?

– The target audience isn’t aware that the NLP actually exists and those who do, are not very informed of what the organization does

in the community.

• What do we want them to think?

– The NLP is a unique program that provides at-risk youth with free tutoring and scholarships to help them succeed in grade school

and eventually make it to a college or university.

• What is the Single Most Important Thing?

– The NLP is the official nonprofit organization of BEVO and the athletics department and the premier organization that helps at-risk

youth achieve their dreams of attending college

• Why should they believe it?

– UT students volunteer their time to help tutor students throughout grade school, which has led to more students being served by

the program

– Since its creation, the NLP has helped over 83,000 students and provided over $636,000 in scholarships

– As a result of the program 94% of the participating students increased their overall grade average

• What is the tone of the ad?

– Informational, inspirational and heartwarming

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Estimated Expenses

Field Day Est. Expense List

Advertising-Flyers

(500)

$290

Face Painters $360

Annie Ray

Photography

$650

Supplies for

Activities

$100

Prizes $500

Totals $1,900

Cook-Off/Bake-Off Est. Expense

List

Advertising-Flyers

(500)

$290

Band (Hudson

Moore)

$430

Prizes $500

Totals $1,220

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What are the potential costs?

Cost Amount Total

Interns $1000 per intern x2$2000 per

semester

57


NLP Survey Results

# Answer Bar Response %

1 Of course, that's BEVO! 121 100%

2 I'm not quite sure who that is 0 0%

Total 121

1. Do you recognize this mascot?

2. Have you ever been to an event, other than UT sporting events, where BEVO was present?


1 Yes 82 69%

2 No 36 31%

Total 118

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NLP Survey Results3. What does BEVO represent to you? Please select all that apply


1 The fighting spirit 67 57%

2 Education 15 13%

3 Tradition/legacy 110 93%

4 Pride 88 75%

5 Strength 69 58%

6 Community 41 35%

7 Winning 34 29%

8 Other: 6 5%

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NLP Survey Results4. Did you know that there is a fund that finances BEVO's well-being (care, transportation, etc.)?


1 Yes 57 48%

2 No 61 52%

Total 118

5. If you were given the opportunity, would you donate $1 to support the funding forBEVO?


1 Yes 78 66%

2 No 40 34%

Total 118

6. If you knew that the proceeds from the $1 donation also supported a non-profit charity benefitting children, would you be willing to donate?


1 Yes 28 70%

2 No 12 30%

Total 40

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NLP Survey Results

7. If there were a BEVO Fan Club that offered membership perks (such as Bevo apparel, invitations

to exclusive events, meet and greets with prominent UT coaches and athletes, etc.,) based on

membership level , would you be interested?


1 Yes 65 55%

2 No 53 45%

Total 118

8. With membership perks being based on annual contribution, how much would you be willing to pay tobe a BEVO Fan Club member?

# Answer B

ar

Response %

1 14 22%

2 $10 - $25 29 45%

3 $26 - $50 8 12%

4 $51 - $100 11 17%

5 >$100 3 5%

Total 65

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NLP Survey Results

9. If you had the opportunity to take graduation photos with BEVO, included in the cost for yourUniversity Co-Op graduation packet, would you participate?


1 Yes 93 83%

2 No 19 17%

Total 112

10. If you were able to book BEVO, what kind of event would you want BEVO to attend? Pleaseselect all that apply


1 Wedding 26 22%

2 Birthday Party 22 19%

3 Tailgate 96 83%

4 Retirement Party 19 16%

5 Charity Event 67 58%

6 Graduation Party 65 56%

7 Holiday Party 19 16%

8 Other: 6 5%

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NLP Survey Results

11. Did you know that the proceeds from events that BEVO attends also support a non-profit organization?


1 Yes 22 19%

2 No 94 81%

Total 116

12. Have you ever heard of the Neighborhood Longhorns Program (NLP)?


1 Yes 25 22%

2 No 91 78%

Total 116

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NLP Survey Results

13. Through which of the following outlets did you hear about the NLP? Please select all thatapply.


1 Social Media (Facebook, Twitter, Instagram, etc.) 4 16%

2 UT Website 6 24%

3 Word of mouth 11 44%

4 UT Sporting Event 12 48%

5 Silver Spurs Fundraiser 6 24%

6 Organization(s) on campus 6 24%

7 AISD Newsletter 1 4%

8 Other: 4 16%

14. How would you rank the UT NLP's value to 2nd-8th grade students who participate in theprogram?


1 Very valuable 52 46%

2 Somewhat valuable 39 35%

3 Neutral 20 18%

4 Somewhat not valuable 1 1%

5 Not valuable 0 0%

Total 112

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NLP Survey Results15. How strongly do you agree with the following statement: "The Neighborhood LonghornsProgram adds value to the community"


1 Strongly Agree 63 56%

2 Somewhat Agree 32 29%

3 Neither Agree nor Disagree 15 13%

4 Somewhat Disagree 2 2%

5 Strongly Disagree 0 0%

Total 112

16. How strongly do you agree with the following statement: "I would be interested in donating tothis organization"


1 Strongly Agree 24 21%

2 Somewhat Agree 41 37%

3 Neither Agree nor Disagree 35 31%

4 Somewhat Disagree 10 9%

5 Strongly Disagree 2 2%

Total 112

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NLP Survey Results

17. Now that you know that the NLP is the official non-profit associated with BEVO, how likely are you tomake a donation to support the organization?


1 Very Likely 23 21%

2 Somewhat Likely 51 46%

3 Undecided 19 17%

4 Somewhat Unlikely 12 11%

5 Very Unlikely 6 5%

Total 111

18. Do you currently donate to any other philanthropic or non-profit organizations?


1 Yes 75 68%

2 No 36 32%

Total 111

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NLP Survey Results

19. What are some of the reasons you choose to donate to these organizations? Please select all thatapply.


1 Empathetic with the cause 52 72%

2 Desire to feel like you’re making a difference 43 60%

3 Desire to help out those in need 56 78%

4 Desire to be involved with a group/community 37 51%

5 Financial incentives (tax benefits, etc.) 3 4%

6 Other: 2 3%

20. What are some of the reasons why you choose not to donate? Please select all that apply.


1 Financial restraints 65 63

%

2 Unclear on where/how to donate 16 15

%

3 Do not currently identify with a particular cause or

organization

14 13

%

4 Feel like the donation wouldn't be impactful 5 5%

5 Other: 4 4%

Total 104

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NLP Survey Results21. Of the following media outlets, please rank how likely you are to use each to receive news about socialcauses you care about? 1 = most likely, 8 = least likely.

# Answer 1 2 3 4 5 6 7 8 Total

Responses

1 Facebook 28 9 6 5 4 2 10 21 85

2 Twitter 10 10 6 7 9 11 11 18 82

3 Instagram 11 14 13 10 12 11 9 6 86

4 Other Social Media Site (please list): 6 8 4 7 11 12 11 10 69

5 Organization Website 8 10 13 17 14 12 3 1 78

6 Word of mouth 6 12 18 13 11 10 14 6 90

7 Sporting event 9 7 13 14 14 12 7 10 86

8 Other: 2 0 1 3 3 3 5 8 25

Total 80 70 74 76 78 73 70 80 -

22. When you attend UT sporting events, how aware are you of the announcements at the games?


1 Very Aware 10 9%

2 Somewhat Aware 47 44%

3 Neutral 21 20%

4 Somewhat Unaware 18 17%

5 Very Unaware 10 9%

Total 106

68


NLP Survey Results

23. Have you ever noticed NLP announcements at UT sporting events?


1 Yes 16 15%

2 No 90 85%

Total 106

24. If there were more interactive announcements during break-times atsporting events (ex: kids participating in a game on field), how likely are you to pay attention to thoseannouncements?


1 Very Likely 35 33%

2 Somewhat Likely 45 42%

3 Undecided 14 13%

4 Somewhat Unlikely 8 8%

5 Very Unlikely 4 4%

Total 106

69


NLP Survey Results

25. What is your gender?


1 Male 24 23%

2 Female 82 77%

3 Prefer not to answer 0 0%

Total 106

26. What is your age?


1 18-24 years old 92 87%

2 25-34 years old 11 10%

3 35-44 years old 0 0%

4 45-54 years old 2 2%

5 55-64 years old 1 1%

6 65+ years old 0 0%

Total 106

70


NLP Survey Results

27. Where do you currently reside?


1 Central Austin Area (on UT campus and surrounding

areas)

74 70%

2 Greater Austin Area 9 8%

3 Within another city in Texas 18 17%

4 Outside of Texas 5 5%

Total 106

28. What is your affiliation with The University of Texas?


1 Current UT student 71 67%

2 Current UT staff/faulty 1 1%

3 UT alum 31 29%

4 Parent of a current student 2 2%

5 No affiliation 1 1%

Total 106