pearl s buck-imc plan
TRANSCRIPT
Pearl S Buck birthplace foundation
An Integrated Marketing Communications Proposal
Prepared by Boundaries
Banned324 Deep Water LaneFort Mill, SC 29715(803)981-2453
Pearl S Buck Birthplace Foundation IMC Proposal. Copyright ©2016 Boundaries Banned. CONFIDENTIAL
To engage and inspire working adults to learn more about the Pearl S. Buck legacy by visiting the birthplace and making donations for preservation support.
IMC Table of Contents1.0 Boundaries Banned Opening Letter........................................................................................4
2.0 Executive Summary................................................................................................................6
3.0 Boundaries Banned Introduction............................................................................................8
3.1 Boundaries Banned Credentials...................................................................................9
3.2 Press Release (BB Announcement)...........................................................................12
4.0 Situation Analysis.................................................................................................................13
4.1 Service Analysis........................................................................................................14
4.2 Market Analysis........................................................................................................14
4.3 Competitive Analysis................................................................................................15
4.4 Current Financial Situation.......................................................................................17
4.5 Macro-environment..................................................................................................17
5.0 Target Audience....................................................................................................................19
6.0 SWOT Analysis.................................................................................................................22
6.1 Strengths..................................................................................................................23
6.2 Weaknesses..............................................................................................................23
6.3 Opportunities............................................................................................................23
6.4 Threats.....................................................................................................................24
6.5 Key SWOT’s...........................................................................................................24
7.0 Research Objectives...........................................................................................................25
7.1 Objective A..................................................................................................................26
7.1.1 Hypothesis A.............................................................................................26
7.1.2 A Results....................................................................................................26
7.2 Objective B...............................................................................................................26
7.2.1 Hypothesis B..............................................................................................26
7.2.2 B Results....................................................................................................26
7.3 Focus Group Research Objectives............................................................................26
7.3.1 Focus Group Research Objective A.........................................................26
7.3.2 Focus Group Research Objective B..........................................................27
8.0 Pearl S. Buck Birthplace Brand.........................................................................................28
8.1 Brand Perception.......................................................................................................29
8.2 Brand Personality......................................................................................................30
8.3 Brand Positioning......................................................................................................32
9.0 Campaign Objectives and Strategies...................................................................................34
9.1 Objectives.................................................................................................................35
9.2 Strategies...................................................................................................................35
9.3 Tactics.......................................................................................................................35
9.4 Campaign Rationale..................................................................................................37
10.0 Integrated Creative Strategy Statement...............................................................................41
10.1 Creative Strategy Statement......................................................................................42
10.2 ICSS Rationale..........................................................................................................42
11.0 Creative Brief.......................................................................................................................43
12.0 Media Advertising Plan........................................................................................................45
12.1 Media Objectives......................................................................................................46
12.2 Media Strategies.......................................................................................................46
12.3 Media Tactics............................................................................................................47
12.4 Media Plan Flowchart (Editorial Calendar)..............................................................50
12.5 Media Plan Rationale................................................................................................53
13.0 Campaign Budget..................................................................................................................55
14.0 Creative Executions..............................................................................................................58
14.1 Sample e-Newsletter.................................................................................................59
14.2 Postcard Mailer.........................................................................................................61
14.3 Twitter Example.......................................................................................................62
14.4 YouTube Example....................................................................................................62
14.5 Revised PSBBF Homepage......................................................................................63
14.6 WeChat Example......................................................................................................64
14.7 Facebook Example....................................................................................................65
14.8 Radio Ad Sample......................................................................................................66
14.9 Television Ad Sample...............................................................................................66
15.0 Measurement and Evaluation Plan........................................................................................69
16.0 Conclusion.............................................................................................................................79
17.0 Appendices............................................................................................................................82
Appendix A: Focus Group Moderator Guide......................................................................83
Appendix B: Participant Focus Group Signed Release Form.............................................85
Appendix C: Focus Group Supplemental Survey................................................................87
Appendix D: Research Report............................................................................................89
Appendix E: Media Contact List........................................................................................95
Appendix F: Bibliography..................................................................................................96
Appendix G: Midterm Revisions Explanation..................................................................101
1.0 Boundaries Banned Opening Letter
From the desk of Tashia L. Bramhan, CEO of Boundaries Banned
Kirk JuddBoard of DirectorsPearl S. Buck Birthplace Foundation, Inc.P.O. Box 126Hillsboro, WV 24946
Dear Mr. Judd:
On behalf of Boundaries Banned, I would like to extend my gratitude in giving us the opportunity to submit this integrated marketing communications proposal to The Pearl S. Buck Birthplace Foundation. Pearl S. Buck has inspired us to look beyond our dreams and do great things. The efforts to educate the community and preserve her birthplace is an entity that we wholeheartedly support.
Boundaries Banned was established on the philosophy of no limitations to the imagination of the human mind in all the world. Founded in 2015, we thrive on establishing clients to a global level with particular focus of Southeast Asian countries. Our love of Asian culture has helped businesses with bridging the gap in cultural understanding and communications.
Why the name Boundaries Banned? There are no boundaries in goals we set. All goals are obtainable with work and dedication. If you can dream it and believe in that dream, we can help you. Our beliefs and our philosophy are the reasons in which our foundation is based.
We are excited and look forward to partnering with you. We believe that together, we will achieve even greater strength in continuing the legacy of Pearl S. Buck.
DREAM! BELIEVE! DO! REPEAT!
Sincerely,Tashia L. Bramhan, CEOTashia L. Bramhan, CEOBoundaries Banned324 Deep Water LaneFort Mill, SC 29715(803)981-2453
2.0 Executive Summary
The Pearl S. Buck Birthplace Foundation is a testament to the life lessons and legacy of Pearl Sydenstricker Buck also known by her Chinese name Sai Zhenzhu (賽珍珠). In preserving the Birthplace of Pearl S. Buck, the Hillsboro community is able to provide educational opportunities, recreational opportunities and economic development. Within the doors of Pearl’s Birthplace lies “a gateway to new thoughts and dreams and ways of life,” as depicted in part of the mission statement for the Birthplace Foundation.
The integrated marketing communications proposal created by Boundaries Banned focuses on the weaknesses and threats posed to The Pearl S. Buck Birthplace Foundation. The research conducted has shown that The Pearl S. Buck Birthplace lacks a strong online presence. In addition, we have found that there is a lack of awareness of Pearl S. Buck as a brand in general. Our objectives focused on increasing awareness, increasing monetary donations and creating a separate online presence from that of Pearl S. Buck International. Suggestions for new media platforms to encourage engagement between volunteers and consumers consisted of Facebook, Twitter, YouTube and China based WeChat. In terms of blogging, the suggestion is made to encourage volunteers to rotate blogging times on a self-created blog for The Pearl S. Buck Birthplace Foundation in addition, to posting on the national blog created by the Obama Administration called National community Service Official Blog. The volunteer enlistment of online activities increases the internal and external awareness of the Pearl S. Buck brand.
Noting that The Pearl S. Buck Birthplace consists of more than just the Birthplace of Pearl, new fundraising ideas were created to add to current methods of donations and/or sponsorships already in place. Implementation of a yearly raffle and/or auction with goods/services donated by local businesses is a way to create increased community involvement and awareness. The increase in donations is needed to preserve more than just the Birthplace but also the birthplace of Pearl’s father, the flower garden in which The Foundation Board holds the original blueprints, the barn and the period-era carpentry house.
Even though this plan is set for a 36-month period with a $15,000 budget, actions of this plan can go beyond the proposed period. Our integrated creative strategy statement states that The Pearl S. Buck Birthplace enables you to learn about original works in American literature and inspires you to share your visitation experiences about the author’s birthplace and her life. Implementing the hashtag #PearlBuckBirthplace and blue and white logo shown below, will not only make Pearl S. Buck into a recognizable brand, but a name that more people will come to remember. The overall goal for The Pearl S. Buck Birthplace Foundation is to offer individuals the opportunity to pursue their lifelong dreams through the inspirations created from learning of the life experiences of Pearl S. Buck.
Engagement, awareness, monetary donations and museum visitations are all elements that are essential in elevating The Pearl S. Buck Birthplace to a new level of recognition. The motto of Boundaries Banned: DREAM! BELIEVE! DO! REPEAT!
3.0 Boundaries Banned Introduction
3.1 Boundaries Banned Credentials
The challenge of marketing communications is never a challenge but an adventure. It gives us a
way to open our minds and yours to the endless possibilities of reaching new horizons with
emphasis on social media channels in addition to the standard forms of marketing like direct
communications and media related entities i.e. television and/or radio ads.
On a yearly basis, our agency of six employees take a look at not-for-profit entities that approach
us for marketing communication strategies and plans. The aspects of the not-for-profit in which
we base our decision to assist mainly surround the works for community and beyond in addition
to history behind the not-for-profit entity. Once the decision is made, we contact the NFP and
alert them that they have been selected as one of the candidates that will receive our services for
free. In this manner, we are able to continue the tradition of giving back or as past national
campaigns have proclaimed: “Pay It Forward.”
Some of our past for-profit clients have included Sodexo Korea), Samsung Electronics, LG
Electronics, Etude House, Dunkin Donuts, SkinnyPop and The San Francisco Symphony.
Main areas of expertise:
Social Media Creation and Execution – clients that lack in the area of social media will experience an increase in social media presence through various methods of teaching client/customer engagement, creating and implementing and editorial plan and researching/testing what type of messages cause a reaction from target market.
Blogging as a Means of Education – past experiences have taught us and our past clients that blogging when used concurrently with social media, is a great way to educate consumers on product brand or service. It is a slow process when first starting but the added benefit is gaining a following on an entity that more and more consumers turn to for more in-depth information that is sometimes not gleaned fully on social media sites like Twitter and/or Snapchat.
Boundaries Banned
Brand Equity – we pride ourselves on the in-depth research conducted for brands in general in understanding full product line if applicable, competitor products in same sector and customer thoughts posted through various entities online. We have been able to present full brand audits to companies in order to assist in their understanding of where they have been, where they are now and where they are expected to go in the future upon implementing marketing tactics suggested for future success and increase in market share.
Direct Marketing – we utilize direct marketing tactics of communicating via email, postal services and media such as print ads, television commercials and radio commercial spots.
Multicultural & Global Brand Marketing and Communications – understanding the marketing aspects of various cultures in terms of communications, language barriers and marketing differences/interpretations is key to being able to reach a greater international target market. The U.S. alone is made of various cultural groups that come from various corners of the world. Knowing how people communicate on a daily basis and what they use to make these communications is our know how of being able to implement effective marketing and communications. Introducing a new brand is not always easy but delivered via correct channels in a manner that speaks directly to the individual(s) targeted will help a brand reach beyond past boundaries.
Business Card
324 Deep Water Lane, Fort Mill, SC 29715 TEL | (803)981-2453 EMAIL | [email protected] WEB | https://tashialynnblog.wordpress.com/
Contact: Tashia L Bramhan, CEOPhone: (803)981-2453Email: [email protected]: https://tashialynnblog.wordpress.com/PRESS RELEASEFOR IMMEDIATE RELEASE
BOUNDARIES BANNED TAKES FIRST ENDEAVOR IN OFFERING FREE SERVICES TO A NONPROFIT AGENCY AS A YEARLY “PAY IT FORWARD”
INCENTIVEFORT MILL, SC – May 16, 2015 – Boundaries Banned Executive VP, Nadia L. Thomas, made the announcement of the company offering their marketing services to a nonprofit organization. With first year success in creating and implementing integrated marketing plans for businesses located in both the U.S. and Asia, Boundaries Banned employees voted on a charitable contribution they can make to nonprofits.“We wanted to be creative in how we make our charitable contributions. Even though it’s not financial in nature, we still feel we can help another business proceed further in their goals of brand recognition and brand placement,” stated by Nadia L. Thomas, Executive VP. All employees of Boundaries Banned have made great strides studying Asian culture to the fullest extent. This is in order to broaden horizons for businesses that would like to gain entry into countries to extend their target market reach. Other businesses may look to Hispanic regions and the U.K., Boundaries Banned focuses on Asian countries in addition to the United States.“It’s easy to create a marketing plan for a for-profit business as they have a marketing budget. Nonprofits prove to be a challenge that we are willing to take on free of charge in order to learn the aspects a marketing budget challenge can present,” stated by Staff Manager, Tireese S. Scott. Boundaries Banned looks to implement a marketing plan proposal for the Pearl S. Buck Birthplace Foundation located in Hillsboro, WV.ABOUT BOUNDARIES BANNEDBoundaries Banned was founded by Tashia Lynn Bramhan on January 12, 2015 in Fort Mill, SC. Boundaries Banned currently employs six individuals of various marketing expertise ranging from social media content, direct marketing tactics,
Boundaries Banned
public relations, brand equity and multicultural communications. First year 2015 revenue ended at .5 million USD. For more information please contact Tashia L Bramhan at [email protected]
4.0 Situation Analysis
The situation analysis is an overview of the circumstances The Pearl S. Buck Birthplace Foundation is facing. It covers a service analysis, market analysis, competitive analysis, and macro-environment.
4.1 Service Analysis
The Pearl S. Buck Birthplace Foundation (PSBBF) offers visitors a look into the original family home of Pearl Comfort Sydenstricker. This home was built in 1834 and housed generations of Stultings, Pearl’s maternal family name. The birthplace itself is a testament to the beginnings of Pearl S. Buck from the Appalachian town of Hillsboro, West Virginia to her later life as an internationally recognized Nobel Prize winning author. In preserving the home, the Hillsboro community is able to provide opportunities of education, recreation and economic development. In addition, visitors gain a better understanding into the life led by Pearl S. Buck.
The mission for the Birthplace is To maintain and promote the house and property of The Pearl S. Buck Birthplace so that it should be a living “gateway to new thoughts and dreams and ways of life.”
4.2 Market Analysis
Geographic
The grounds of The Pearl S. Buck Birthplace, located in Hillsboro, West Virginia is open to the general public for guided tours. The grounds contain The Pearl S. Buck Birthplace, the log home her father was born in, a period-era carpentry house and barn that contains several farm and woodworking tools. (PSBB, 2016) An influx of visitors to the birthplace consist of Pearl S. Buck fans and visitors. The top five states from which visitors originate is West Virginia, Virginia, Maryland, Pennsylvania and Ohio. A poll gave results of Pocahontas County being a scenic area as one of the main reasons why visitors vacation in the area. (PC, 2015)
Demographics
The age range of the majority of visitors is 50+. Other types of visitors consist of families with children that are looking to visit historical places for the educational value and surrounding hospitality offered by the community. Pearl S. Buck has a fan base that make visits and possibly hold membership with the Birthplace in addition to making contributions in preservation efforts.
Psychographics
Individuals making visits to the birthplace are those that want to view the manuscripts of Pearl S. Buck’s writings and birthplace of the late author. They are curious as to the type of life led by Pearl S. Buck from birth on. The fact that the birthplace is located in an area considered quite scenic and peaceful will bring a generation of seniors and families to the site that like to break away from the monotony of loud crowds and/or tourists. These are people who when taking a
vacation like to know the history behind the area they are visiting and are more inclined to add a trip to the Pearl S. Buck Birthplace to their itinerary.
4.3 Competitive Analysis
There are many nonprofit and for-profit points of interest that consumers make trips to within Pocahontas County and surrounding areas within West Virginia. Higher competitiveness to the Pearl S. Buck Birthplace can occur during high season summer months of June-August when visitors choose places of thrills and excitement over peaceful locations of serenity. There are a variety of activities and sites that offer interests for various age groups.
West Virginia State Penitentiary – Moundsville, WV
West Virginia State Penitentiary located in Moundsville, West Virginia is a gothic style prison that has since been retired. It was open from 1876 to 1995 and currently conducts tours of the prison and grounds and serves as a training facility. This tourist attraction has been featured in publications such as Time magazine and is mainly known for the ghost encounters visitors endure when touring. This location is open Tuesday through Saturday and has social media presence on Facebook, Twitter and Instagram. (WVP, 2016)
Their strength is that they have been featured on The Travel Channel and Time Magazine. They also offer the fear of being haunted which is an attraction that many visitors love about historical establishments such as this penitentiary. There are many yearly events held such as Zombie Walk and Family Night at the Dungeon. In addition, tourists are allowed to bring their pets with them.
Their weakness is that during paranormal tours, they do not have capabilities of handling visitors in wheelchairs, only during day tours. There is not enough adequate parking for those visiting the site. When visiting, one must dress according to the weather outside as the facility does not have climate control devices of heating and/or air conditioning.
Marx Toy Museum – Moundsville, WV
The Marx Toy Museum located in Moundsville, WV used to be a considerable threat to the Pearl S. Buck Birthplace, but a recent visit to their main website has shown that the museum will close its’ doors permanently on June 30, 2016. If it remained open, the normal touring months for
the history of Marx Toys and the man behind the brand of toys is from April through December, open 5 days a week, closed Sundays and Mondays. (Marx Toys, 2016)
Camden Park – Huntington, WV
Camden Park is located in Huntington, West Virginia. Camden Park was originally built as a picnic area by the Camden Interstate Railway in 1903. It was later turned into a full amusement park in 1950 by J. P. Boylin. The park is currently owned by the Boylin Family and has been in operations for over 100 years. It is one of the few original, traditional amusement parks currently in the U.S. Their social media platform is Twitter, Instagram, Facebook and YouTube. (CP, 2016)
Noted strengths for the park are the availability of on-site dining and concessions. There are also hotel and lodging packages that include admissions to the park. Also they have a partnership with McDonalds Restaurants, KOA Campgrounds and Cabell Huntington Convention & Visitors Bureau.
Weaknesses for the park include a separate charge for parking and separate charges for onsite attractions of miniature golf and paddleboats.
Trans-Allegheny Lunatic Asylum – Weston, WV
The Trans-Allegheny Lunatic Asylum located in Weston, West Virginia was formerly known as the Weston State Hospital which served as a sanctuary for the mentally ill in the mid-1800’s. The facility is open 6 days a week, closed on Mondays and their tour season starts from late March to early November. However, they are open year-round for ghost hunts/tours and are open during holidays. Reviews for tours at this site can be viewed on TripAdvisor as they are a nationally recognized
landmark. (TALA, 2016) The main social media platform for this site is Facebook, Twitter and Myspace.
Strengths of the asylum include the paranormal activity noted that attracts many visitors to the institution year-round. The asylum was designated as a National Historic Landmark in 1990.
Visitors are allowed to bring food during the ghost hunts and tours. Yearly events on the front lawn and other areas of the site include: The Asylum Ball, Haunted House, Fathers’ Day Car Show and Society for Creative Anachronism Medieval Battle. One final strength is the opportunity for visitors to host their own events on the grounds.
Weaknesses for the asylum include during the month of October when the haunted house is open, Ghost Hunts/Paranormal Tours start at a later time. The physical deterioration of the facility is in dire need of funding to help restore/preserve the facility to its original state.
4.4 Current Financial Situation
Revenue is generated for The Pearl S. Buck Birthplace from various federal grants, public donor sponsorships, admission for tours, membership dues, special event fees and sales from the onsite gift shop. Funds received are used to maintain The Pearl S. Buck Birthplace in addition to offering an educational experience that depicts the life of Pearl S. Buck.
4.5 Macro Environment
Economic Conditions
Despite the State of West Virginia posting a higher than national average for the unemployment rate, The Pearl S. Buck Birthplace Foundation has been able to maintain the main birthplace and grounds for public viewing. The birthplace also has a dedicated group of volunteers but are in need of more. In fact, according to the IRS, 85% of nonprofits are run by volunteers only. (NCON, 2016)
State of Technology
The future of The Pearl S. Buck Birthplace Foundation in general can be said to be dependent upon the forms of communication used to reach out to current patrons and beyond. While the standard direct mail marketing has proven to be effective in the past, even with discounts given to nonprofits for bulk mails sorted and delivered, it is still a costly measure. In order for nonprofits to gain a further reach to bring recognition, volunteers, sponsors and increase in visitors for tours and other events, social media is a way of presenting new opportunities in communications with current and future patrons. Social media continues to evolve on a daily basis. So much so, that now, more than ever, there are various forms of communicating via various devices (IoT, Internet of Things) outside the smartphone, tablet and/or desktop/laptop computer. Consumers are able to utilize glasses, watches, rings, necklaces, their cars and various objects that are connected online to send and/or receive data/information. More individuals are connected in some form compared to 10 years ago. Research conducted by Pew Research Center in January 2014 showed that 74% of all online users use social networking sites. The next chart shows the percentage of social users based on 4 age groups versus that of all internet users starting from February 1, 2005 to January 1, 2014. (PRC, 2013)
In knowing the percentage of individuals utilizing social media helps enhance the need of being active and seen on various social platforms to get the message across in a manner that is less costly than other marketing tactics utilized. In addition to the availability of social media communications, the added value of being able to accept donations online in addition to promoting various fundraisers makes it easier to promote and thus more effective.
Politics
Outside of applying for volunteer opportunities through The Pearl S. Buck Birthplace Foundation, Americans are encouraged to search for local volunteer opportunities at the United We Serve site created by the Obama Administration. The site encourages individuals to search for local volunteer opportunities, register a project and share stories. Volunteers also use this site to create their own do-it-yourself projects. This is a great way for The Pearl S. Buck Birthplace Foundation to garner more attention by the use of their volunteers submitting stories to United We Serve. (UWS, 2016)
Law and Regulations
When donations are made to an organization with 501(c)(3) status, the individual(s) making the donation can claim as a tax-deductible contribution. This provides an individual(s) an incentive to contribute. (IRS, 2016)
5.0 Target Audience
Primary Audiences
Primary Psychographic
The primary audience consists of individuals who spend their weekends exploring their community, spending time with family and friends and socializing on social media platforms. They enjoy visiting places that stimulate their minds for either thrilling or educational purposes. These people care about the history of their country and often look for ways in which they can give their time and/or funds to assist with projects or causes that they care about.
Primary Demographics Men and women ages 20-55
Education: High School diploma or higher
Geographically located within the state of West Virginia
Family unit: single, couple or with children
Household income: $30,000+
Secondary Audiences
The secondary audience is broken into two types of segmented demographics and psychographics as follows:
Segment A Secondary Psychographic
When taking a vacation, this audience will include a 1-day tour of historical places as part of their overall itinerary. They enjoy learning about the different places they visit when on vacation and will share those experiences on social media. Their vacation planning is usually derived from word-of-mouth information received from trusted sources.
Segment A Secondary Demographics
Men and women ages 23-60
Education: College and above
Income: $24,000+
Geographically located outside the state of West Virginia
Family unit: single, couple or with children
Segment B Secondary Psychographic
This group are individuals who learn about their world through social media platforms. They appreciate others who take the time to learn about their culture and way of living. They are inspired by people who have paved the way in cross-cultural understanding. This group values quality over quantity and will pay for a quality item that fits their status in terms of lifestyle and
education. They love their country (homeland) but also will view other countries as an opportunity to expand their education and increase their quality of living. This group makes the occasional trip to other countries for cultural experiences, shopping and education.
Segment B Secondary Demographics
Men and women ages 20-45
Geographically located in Asian countries
Family unit: single, couple or with children
Education: High School diploma or higher
Rationale of Target Market
Each segmentation for the respective target market was chosen primarily for the individuals who are not aware of Pearl S. Buck but would benefit from learning about her life. Individuals in the United States range in age due to the fact that people are not aware of Pearl S. Buck as founded in the focus group session. There were people older than the age of 50 within the group that were not aware of any of the books written by Ms. Buck, the fact that she is a Nobel Peace and Pulitzer Prize recipient or of any of the humanitarian efforts conducted by the author. Aside from not knowing, these individuals do like to explore new places that are historical in nature and will set aside time during a planned vacation to do so. These are also individuals who have expressed interest in taking an extra day during a business trip to again explore the town/city they are currently visiting. The audience within the state of West Virginia was chosen again to define those who are not aware of their own State history. Once gaining knowledge on Pearl S. Buck and her works in life, individuals will be more than willing to share their learnings with others as well as becoming more involved either through volunteering, financials donations/sponsorships in addition to making a visit to the Birthplace for a first-hand experience.
The Asian audience was selected due to the fact that many Asians make trips to select vacation destinations through word-of-mouth suggestions. The majority of these suggestions arise through social media platforms that are heavily used in Asian countries. Many Asians have opened their minds to cross-cultural differences and are tolerant of those who do the same. Their values and lifestyles vary dependent upon income and social status. These individuals will share any information of worth to them on social media platforms and will support causes that affect their country in a positive manner. Upon learning information on Pearl S. Buck and her life in China and further in the U.S., this group will take strides in supporting the Foundation financially in both China and the United States as there are museums of her original places of living in both countries.
6.0 SWOT Analysis
6.1 Strengths
Strengths are the factors that bring success to The Pearl S. Buck Birthplace Foundation in terms of birthplace preservation. Strengths demonstrate factors that are internal in providing success for the site.
Affiliation with American Writers Museum.Yearly literary workshops held.Yearly community events of Pearl S. Buck Croquet Tournament.Museum is open 4-days a week for tours starting from Memorial Day weekend to the last weekend in October.Dedicated volunteers.Steady yearly income.
6.2 Weaknesses
Weaknesses represent the areas of Pearl S. Buck Birthplace that have not been utilized in the past in terms of increased exposure. Weaknesses can be defined as internal factors that can be causing the site to lose out on gaining extra visitors.
Lack of funding to carry out full preservation projects.Low rate of visitors on the main website.Pearl S. Buck International has a presence on some social media platforms, yet the actual Pearl S. Buck Birthplace Foundation does not have a separate presence to distinguish itself from the overall parent group.Lack of public awareness of the legacy of Pearl S. Buck.Low rate of visitors to the birthplace.Minimal days open per week.Not open year-round compared to other historical sites.Limited yearly funding received from all sources to include grants, donations, memberships, etc.
6.3 Opportunities
Opportunities for Pearl S. Buck Birthplace Foundation represent the avenues and/or platforms that can be used for legacy awareness and education. Opportunities are external factors that the site must grasp in order for increased future success.
To build bridges with international patrons and donors via utilization of various social media platforms.BloggingNew ways of creative donations (i.e. book club donations, race to read, etc.)Have volunteers connect with United We Serve federal website to bring to light service opportunities and promotion of Pearl S. Buck Birthplace Foundation
Millenniums are becoming more involved in social causes.Grants available to nonprofit organizations that help with maintenance and various projectsInspiring patrons to make repeat visits.Chance to increase number of visitors.Social media presence separate from Pearl S Buck International.Increase public awareness of the legacy of Pearl S. Buck.Opening 1 extra day a week for increased patronage and/or events.
6.4 Threats
Threats are the other nonprofit organizations and economic conditions that could affect the livelihood of The Pearl S. Buck Birthplace Foundation.
Competition of other historical sites in the surrounding area that garner visitation of tourists and local residents.Change in economic conditions that can alter and/or cause a decrease in donations and/or sponsorships.Environmental threats like flooding, fires or other weather related occurrences that can cause either severe damage and/or loss.Lack of public interest or awareness.Lack of necessary finances to maintain grounds and events.Other historical sites that are open year-round.
6.5 Key SWOT’s
The key SWOT’s are those entities to be considered the most pressing/prioritized in each level of the SWOT. The key priorities that apply to The Pearl S. Buck Birthplace Foundation are the following:
1. The overall purpose of The Pearl S. Buck Birthplace Foundation is to maintain and promote the house and property so that it should be a living “gateway to new thoughts and dreams and ways of life.
2. Creating a stronger presence on social media platforms is needed to overcome this most pressing weakness in order to keep up with emerging forms of communication.
3. Creating more public awareness of the legacy and works of Pearl S. Buck can be achieved with new ways of garnering additional donations and using outside sources of social sharing.
7.0 Research Objectives
7.1 Objective A
Determine consumer behaviors in terms of social media use for finding information on companies and organizations.
7.1.1 Hypothesis A
Consumers only utilize Facebook and Twitter on a daily basis as they are too busy to connect on other platforms like Instagram and Pinterest as often.
7.1.2 A Results
Consumers are more prone to utilize Google as their go-to source of information.
7.2 Objective B
Determine consumer motivation in visiting new places.
7.2.1 Hypothesis B
Consumers are not reading all emails and/or direct postal mail pieces as they consider them to be junk and/or spam mail.
7.2.2 B Results
Consumers are reading emails with subject lines that clearly state the content of such emails. As long as the emails are from sources in which they signed up for additional information and are sent to personal email accounts, the subject line is read before deciding to discard and/or open the email for further inquiry.
7.3 Focus Group Objectives
7.3.1 Focus Group Research (FGR) Objective A
Gauge consumer perception of popular social media platforms: Facebook, Twitter, Instagram and Pinterest via information viewed on these platforms.
FGR Hypothesis A
Consumers will utilize Facebook, Instagram, Pinterest and Twitter on a daily basis to stay connected with organizations of interest.
FGR A Results
Consumers utilize Facebook on a daily basis as it is the one platform that provides enough data to learn about family, friends, businesses and the like. It is constantly being updated to provide the most current information. The newsfeeds of ones’ page is the most convenient way of learning new information and being directed to other platforms that may provide full videos and/or other pertinent information.
7.3.2 Focus Group Research Objective B
Determine which methods are most effective in garnering consumer attention to seek additional information on an organization for visiting, donations made and/or offering volunteer services.
FGR Hypothesis B
After learning more about The Pearl S. Buck Birthplace Foundation, consumers will want to make donations and/or plan a future visit to the home site.
FGR B Results
Consumers have proven that once they learn of a new entity, they want to make arrangements to visit the museum and/or make donations. Comments were even made that if they lived in the area, they would want to participate in volunteer activities such as preserving the original manuscripts of Pearl S. Buck.
8.0 Pearl S. Buck Brand
8.1 Brand Perception
Impact of Pearl S. Buck Birthplace Foundation
“I shall pass through this life but once. Any good therefore that I can do, or any kindness I can show, let me do it now. Let me not defer or neglect it. For I shall never pass this way again.” Etienne de Grellet (1773-1885)
The legacy of Pearl S. Buck started with the Pulitzer and Nobel prize recipient of novels written that brought to life the mysteries of China to a greater audience. With over 100 literary works in store, being able to learn first-hand the life and sometimes struggle of living on two continents, a visitor takes away the perception that dreams are not frivolous
movies of the mind.
The continued impact of the birthplace relies heavily on being able to continue preserving the birthplace in addition to starting preservation efforts of the original garden, barn and carpenter woodshed and property improvements such as windows for the birthplace.
Strengths of Pearl S. Buck Birthplace Foundation
The overall brand perception of The Pearl S. Buck Birthplace Foundation is strong for the fans of the author that are fully aware of her past works and general life.
Here are a few facts that represent The Pearl S. Buck Birthplace Foundation positive brand perception:
Recently affiliated with American Writers Museum opening in 2017 in Chicago.More visitors from out-of-state of West Virginia compared to in.Highest rate of visitors come from the states of W. Virginia, Virginia, Maryland, Ohio and Pennsylvania. Busiest month for tourists to the birthplace occurs during September.
Weaknesses of Pearl S. Buck Birthplace Foundation
As stated previously, lack of presence on social media platforms make it hard for individuals to find direct information on just the birthplace. In fact, according to the focus group conducted, no one had heard of Pearl S. Buck or any of her works in general. After viewing the video presented halfway through the discussion, the participants stated that they are now more inclined to seek out additional information that other visitors may have posted on social media from their visit to the museum. Word of mouth is key in general audience knowledge thus furthering the use of social media as a starting point to learn more. One participant even stated that adding an extra day to a business trip in order to explore the town/city they are in would be an incentive to want
to make a special trip to visit the museum during their travels. Another participant stated that now that they have viewed the video, they will actually be in the area within a month and will add the birthplace tour as part of their itinerary. Creating awareness of Pearl S. Buck’s legacy and current works under her name is essential for the continuing success of the foundation as lack of previous knowledge was apparent in the focus group sampling. Lack of knowledge can be overcome by establishing a greater presence via social media and encouraging visitors to post more through the platforms to encourage additional visitors. Utilizing a simple yet catchy hashtag across all mediums of communications posted will enable the foundation to spread the name of Pearl S. Buck and her legacy via shares made by users upon viewing various posts.
Current Perception Statement from Working Class Represented in Focus Group:
The primary audience that currently lives in the United States and form the working class of adults represented have expressed a positive interest in the works of Pearl S. Buck. However, due to lack of online presence, they have been unaware of the brand and what it stands for. The perception they have is that unless someone mentions the birthplace and/or Pearl S. Buck legacy through word-of-mouth communications, there is less of a chance for donations to be made and/or partaking in sponsorship opportunities or visiting the grounds as part of a vacation package when travelling to the area.
8.2 Brand Personality
(Bennett, 2014)
A brand’s personality is the characteristic(s) of the brand that makes it more personable to consumers. (Business Dictionary, 2016) These characteristics are the human-like traits that consumers use to relate and/or associate with the brand itself. Boundaries Banned suggests the following traits for The Pearl S. Buck Birthplace Foundation: inspirational, stimulating and protective.
INSPIRATIONAL
(Pearl S. Buck is receiving the Nobel Prize for Literature from King Gustav V of Sweden in the Stockholm Concert Hall in 1938.)
The legacy of Pearl S. Buck inspires individuals to care about cultures outside of their own. Pearl’s past literary works inspires volunteers, board members, employees, sponsors and donors to work diligently to preserve her birth home and continue her legacy. Everyone that come together to preserve the full essence of the Pearl S. Buck Birthplace can be said to be inspirational.
The Merriam-Webster dictionary defines inspiration as “something that makes someone want to do something or that gives someone an idea about what to do or create: a force or
influence that inspires someone. Inspirational brands follow their beliefs and pass those beliefs on to others. Inspirational brands educate. Inspirational brands are leaders that defy the odds to overcome adversity. The Pearl S. Buck Birthplace Foundation inspires through community engagement. Community engagement events have included: Little Levels Heritage Fair, Literary Workshops and Pearl S. Buck Croquet Tournament.
STIMULATING
The Birthplace stimulate individuals in making donations for various preservation efforts of the Pearl S. Buck Birthplace. The various artifacts and original manuscripts of Pearl S. Buck are put on display to gain a sense of how life used to be or the author and looks at how she was able to succeed. Those who are in the arts, whether it’s painting, literary, singing, etc. can be stimulated to go forth with their dreams after viewing how Pearl’s dream came to fruition from the U.S. to China and back again over several decades of her life.
Stimulating brands encourage change in how the world and/or community is perceived. Stimulating brands present content that encourage a call for action, are relevant to the viewing audience and come from a reliable source. (Mindset, 2015) Stimulating brands utilizes human emotion to evoke feelings of compassion.
PROTECTIVE
The Pearl S. Buck Birthplace has the protective trait simple because of the ongoing mission to preserve the birthplace, the grounds, the original manuscripts and any items restored from Pearl’s birth to her death. Finances earned from the gift shop, grants, donations and other forms of income are all used in the maintenance and preservation of the home. The Foundation needs to be able to proudly display the life that was once Pearl S. Buck. Therefore, any and all items in the care of the Foundation is protected just like this room.
8.3 Brand Positioning
The current mission for the Pearl S. Buck Birthplace Foundation states the following: “To maintain and promote the house and property of the Pearl S. Buck Birthplace Foundation so that it should be a living ‘gateway to new thoughts and dreams and ways of life.’” (PSB Birthplace, 2016) The brand positioning of the Pearl S. Buck Birthplace follows this mission by showcasing Pearl S. Buck’s personal collection of art and by emphasizing the historical artifacts which are her manuscripts enclosed in her birthplace. In fact, Pearl’s dual cultural life of East and West was recently depicted in the art form of dance. The stage production was held at the David H. Koch Theater in NYC and was directed and choreographed by Daniel Ezralow. The dance started with Pearl’s life in China and went through various changes in her life from going back to the U.S. for college, her two marriages, moving back to China and her final move back to the U.S. (Macaulay, 2015) This type of production assisted in positioning the brand in educating more individuals on the life and legacy of Pearl S. Buck.
There are no advertisements outside of existing brand positioning of the website and social media platforms. Therefore, lack of audience knowledge is apparent and this is where a change is needed in order to create a more visible brand positioning.
Pearl S. Buck Birthplace Foundation Brand Repositioning
The Pearl S. Buck Birthplace Foundation has many opportunities available in creating awareness of the brand and continuing with the mission of preserving the birthplace home. Those who are unaware of Pearl S. Buck and her legacy need to be reached via avenues in which they can relate. As previously mentioned, social media has become one of the top manners in which people communicate on a day-to-day basis. The audience in which the Foundation needs to reach will need to have consistency in communications made via brand logo/recognition in which they can associate and/or relate the brand to its visual image, in addition to messaging that contains the same hashtag in each and every post made via social media platforms. For example, using the hashtag: #PearlBuckBirthplace will be shown every time content is posted whether it’s via Facebook, Twitter, Pinterest, Instagram, blogs, emails, brochures and/or the website. The same hashtag in conjunction with the logo will help the audience to remember and/or associate both entities as pertaining to The Pearl S. Buck Birthplace Foundation.
9.0 Campaign Objectives and Strategies
9.1 Objectives
Overall plan objectives for The Pearl S. Buck Birthplace Foundation correlate with each other for the common purpose of creating awareness to more people thus creating an increase in Birthplace visitors and constant buzz on the legacy of Pearl S. Buck. The following objectives align with the plan to help the Birthplace Foundation progress further in fund raising efforts and increasing visitors to the Birthplace. The following objectives are set to run from January 1, 2017 to December 31, 2019.
Increase general email list to 3,000 by the end of 2019.
Increase awareness by 50% in 3 years through increased website visits to 48,000 visitors.Raise $50,000 in donations over a 36-month period.Elevate internal awareness of volunteers by 100% in 3 years.
9.2 StrategiesDue to lack of visibility on social media platforms, The Pearl S. Buck Foundation will need revamping of their Facebook, Twitter and YouTube platforms. Developing a complete social media marketing plan that brings forth transparency will increase word-of-mouth marketing and increase brand recognition to encourage users to start following and/or sharing posts made by friends and family.Direct marketing can be expensive but with the right mix of direct mail tactics, emails and public broadcasting on local media, advertisements targeting the primary audience will again increase brand awareness and direct visitors to the main website and other media platforms.Creating a recognizable identity for The Pearl S. Buck Birthplace Foundation while still keeping the elegance of Pearl S. Buck is essential for clarity and conformity across all communications both internally and externally.Create internal communications system. Engaging the volunteers in more than just specific works and/or projects assists with greater internal brand awareness.Establish new fund raising platforms. Donations to the Birthplace Foundation are needed to assist with preservation efforts and continuing maintenance of the home, artifacts and grounds.
9.3 TacticsSocial Media: Facebook, Twitter and YouTube will be utilized to recreate awareness of Pearl S. Buck’s life and works. a. Maintain social platforms on a daily basis by retweeting, liking and/or sharing posts
made by users in order to keep the brand active on social media and transparent in online activities. Also make new posts on a daily basis that relate to the Pearl S. Buck Birthplace and upcoming events and/or preservation projects. Twitter states that you should tweet often to avoid being lost among the thousands of tweets made on a daily
basis by other organizations and/or family and friends that a user follows. It would be important to make sure content is relevant yet engaging or speaking directly to the user.
Direct Marketing: Utilization of local mailing and national email lists will assist in increasing brand awareness and alerting to Birthplace events held on the grounds.a. Postcards will be mailed to the primary target audience. One printer will be chosen
for postcard creation and delivery. USPS offers nonprofit rates for bulk mailing purposes. Mailing list for postcards will be purchased from a clearinghouse that offers rates for nonprofits.
b. All email subscribers will receive monthly newsletters to stay in the loop on preservation projects and current events sponsored by The Pearl S. Buck Birthplace Foundation. Email lists are obtained from subscriber initiation through social media and website platforms.
Brand Identity: In order to slightly recreate a brand to one that is recognizable and memorable when seen, the website will need to be updated to include the blue and white, square logo on all pages. In addition, from a technology standpoint, the webpage will need to be optimized for faster loading whether it’s via mobile device, laptop, etc. Asking a local college for student volunteers to assist with technological advances and training of current volunteers on technological advances will help the Foundation to improve on current and future processes. The Foundation is currently working with West Virginia University in other aspects of marketing assistance. Therefore, asking WVU if a program can be created for students to train volunteers for volunteer and/or outreach credit can accomplish 2 things: 1. Students are learning about Pearl S. Buck in addition to volunteering their free-time to assist a nonprofit. 2. The Birthplace Foundation volunteers are learning more ways in which they can be more effective in assisting as well as teaching about the works of Pearl S. Buck. The volunteers are showing their passion for the Foundation in this manner and learning a new skill.Fundraising: Implementing new ideas for donations made to the Birthplace, increases the visibility of the Birthplace and raises chances for more word-of-mouth sharing by donors to their friends, family and others within their circle of communication.a. Book club(s), monthly reading challenge(s) as fundraiser advertised via social media
platforms of Facebook, YouTube and Twitter. Also listed in the e-newsletter sent out monthly. One example is creating a 5 cents per page read of books by Pearl S. Buck or other authors donated by the book club per member. Even local colleges and/or schools can create “Book Clubs for the Preservation of Pearl S. Buck Birthplace.” This would be an ongoing event that creates a unique and entertaining manner for people to make donations in a group conducted effort. Setting group goals by size of groups can help the groups make realistic efforts in donating. For example a group of 10 people could donate $100 per book read, 20 people - $200 per book and so forth. This results in each person donating $10 or any other amount of the groups’ choosing.
b. Private auction or raffle of donated goods by local businesses as a fundraiser advertised via social media platforms of Facebook and Twitter and sent via email/e-newsletter. This would be held yearly in order to garner additional funding needed to assist in preservation efforts.
9.4 Campaign RationaleSocial Media: Social media will be further explained in the Media Advertising Plan portion of the campaign. The overall campaign rationale for social media involves the maintenance of the various platforms and being transparent to those users who may follow, like and/or share posts. Transparency is important to earn the trust of the social media world. A Nielsen study conducted in 2013 shows that on a global level, 84% of internet users on average trust advertising recommendations from people they know. The table on the following page gives a full summarization of the statistical percentage of levels of trust by forms of advertising specified in the 1st column and percentage in 2nd column. (Nielsen, 2013) Being open, honest and sensitive to world events makes the difference in whether a consumer trusts your content or find that you are insensitive and will not look further into any causes or sponsorship conducted by The Pearl S. Buck Birthplace Foundation.Direct Marketing: Direct marketing is important and is still quite effective. When receiving a mail piece via postal service, a consumer will likely read that piece before tossing and gain additional information through provided online references made in the communication. When mail is tailor-made to a consumers’ preferences, age, gender, etc. there is a greater chance of user engagement. Thus the purchasing of names from a clearinghouse is essential in order for the right recipients within the given target audience to be reached. In this instance we are focusing on geographical lists within the state of West Virginia, employed, ages 20-55 and hold a high school diploma or higher. The clearinghouse to use is Exact Data to receive 8,500 consumer names that the Foundation will outright own once purchased. Suggestion of mailing out 1,500 postcards a year to cover at least 4,500 names from purchased list in 3-year period. Postcards should be mailed out approximately 1 month before season start of Birthplace opening to garner attention towards potential visitors to the Birthplace. In relation to direct mail emails, the Foundation is able to reach email subscribers on a monthly basis with e-newsletters that depict current happenings at the Birthplace from preservation projects to events in the surrounding community that the Birthplace Foundation participates in. Consumers are being alerted of events in addition to not losing awareness of Pearl S. Buck in general. This is essential in always keeping past, current and future visitors and/or donors of the Birthplace Foundation informed. Oftentimes, emails that are sent directly to those requesting such emails are proactive in making some type of response whether it is directly or indirectly.
(Nielsen, 2013)
Brand Identity: the suggestion of brand clarity and conformity is important in garnering brand recognition. As found in the focus group held, it was felt that the current logo for Pearl S. Buck Birthplace Foundation & Museum is not recognizable and/or memorable. A quick search online has found a logo that many considered to be a symbol of the Foundation that would be memorable.
Elements within this logo are the elegance of the font used on the main website and a depiction of the Birthplace home and location. A symbol that is recognizable is easier to remember versus plain text unless it is a nationally well-known brand like Coca-Cola that is known for exact font usage in their logo. “The symbols being used to represent the brand must be strong. The associations people make via the symbols is crucial in how they eventually classify their brands and thus, chose to interact or not interact with the brands.” (Guerrini, 2010)Some examples of memorable symbols/logos:
By looking at these 4 alone, most people would know they represent McDonalds, Batman, Nike and E T.V. Therefore, we feel that the symbol for the Birthplace would be one that stands out from others and worth making sure that it is visible on every media platform and/or communication utilized by the Foundation. In addition to a logo, one hashtag will be utilized for every type of communication made regarding the Birthplace Foundation: #PearlBuckBirthplace. This hashtag will be a constant reminder for emphasizing and establishing The Pearl S. Buck Birthplace Foundation as a recognizable and memorable brand.Fundraising: New and innovative manners of raising needed funds for various preservation/restoration projects will engage new and existing donors to contribute more. The two events suggested will also raise continued awareness of Pearl S. Buck.a. Book clubs are a way for individuals to get together and share their thoughts on a
selected book read by the entire group. Book clubs are as fun, quirky or serious as parties make them. Readers introduce each other to their favorite books and/or make suggestions as to what new books they should read. Garnering the attention
of book clubs by placing a challenge to make donations are a fun and inexpensive way to gain additional funding needed. Information for the challenges can be placed in monthly e-newsletters, placed around college campuses via flyers and/or other businesses willing to post the information with direction to the website and/or social media page that will list additional information on how to start, make donations and suggesting goals for the groups involved. This is an ongoing event that will garner year-round donations from various groups that participate in the activity.
b. Private auctions and/or raffles of donated goods by local businesses is a yearly event that assists with fundraising. Asking the volunteers if they have contact information of family or friends that work in businesses is the first place to start in asking for donated goods for the yearly event. Also utilizing the affiliation that the Birthplace Foundation already has with local businesses is another area to look and inquire upon for donated goods/services. Asking those businesses for suggestions of other donors for the event will assist in spreading word-of-mouth focus on The Pearl S. Buck Birthplace Foundation. It is recommended to start asking for donated items at least 2 months before the scheduled event in order to avoid any chances of misrepresentation when promoting the raffle/private auction event. Transparency is an important aspect of the communications related to the yearly event. Extra fundraising opportunities are necessary in order to start the preservation of the gardens, the barn and the father’s log home.
10.0 Integrated Creative Strategy Statement
10.1 Creative Strategy Statement
RATIONAL FACTORS EMOTIONAL FACTORS
10.2 ICSS Rationale
This ICSS was selected to tell the target the purpose of needing to visit Pearl’s birthplace as an inspiration to their own life. Extensive research from the focus group held by Boundaries Banned suggested the need for knowing more information on the legacy of Pearl S. Buck in order to make decisions on future visits and or donations to be made. The group felt that lack of verifiable information and lack of online presence served as a catalyst to people not being more aware of the Historical Landmark and the needs presented by the landmark in terms of preservation. Once people visit the site, they are then able to share their personal experiences on what they learned and how others can gain a new knowledge on American history. These shared experiences are usually found on social media platforms as they are the first place outside of Google in learning about what others know and/or have done in their time of visitation.
The Pearl S. Buck Birthplace enables you to learn about original works in American literature and inspires you to share your visitation experiences about the
author’s birthplace and her life.
11.0 Creative Brief
CREATIVE BRIEF
Boundaries Banned
Client: Pearl S. Buck Birthplace Foundation
Date: June 4, 2016
What is the Integrated Creative Strategy Statement?
The Pearl S. Buck Birthplace enables you to learn about original works in American literature and inspires you to share your visitation experiences about the author’s birthplace and her life.
Why are we advertising?
To increase awareness of Pearl S. Buck’s legacy and to preserve her literary works, birthplace, barn, father’s home and surrounding grounds of the property.
Whom are we talking to?
Individuals who can be truly inspired by the great works of Pearl S. Buck. Individuals who take vacations and include historical tours as part of their itinerary.
What do they currently think?
The Pearl S. Buck Birthplace Foundation is not known to the general public compared to other nonprofits on a national level. It’s a historical place that unless someone told me of its’ existence, I would not give it a second thought.
What do we want them to think?
The Pearl S. Buck Birthplace is a place that stimulates the mind to accept a new world and inspires you to overcome adversity through education, the arts and love of human values and life.
What should they believe/think?
The Pearl S. Buck Birthplace embraces the legacy of an author, humanitarian, activist, Nobel & Pulitzer Prize recipient. The works of the author inspires an individual to follow their own dreams of creating a better world through arts and cultural appreciation.
What are the creative and media guidelines?
Hashtag #PearlBuckBirthplace utilized in all forms of media communications.
Blue & white square logo across all platforms of communication for conformity and clarity in brand
90-second Public broadcast ads via television and 60-second Public broadcast ads via radio
Four color, full-page monthly newsletters via email
4x6 Direct postcard mailings to potential visitors derived from purchased consumer list.
12.0 Media Advertising Plan
12.1 Media Objectives
The following objectives focus more on the media aspect of the plan to align and/or correlate with overall campaign goals. We are increasing brand exposure via various aspects of traditional and digital media platforms.
Raise brand awareness by 75% by year end 2019 for primary and secondary audiences.Gain 7,500 Twitter followers by year end 2019.Gain 100+ subscribers to the YouTube channel by year end 2019 – primary and secondary audiences.Increase Facebook traffic by 100% in 3 years for a total of 1,928 likes.Gain 3,000 WeChat users for Chinese market by year end 2019.Elevate awareness of the volunteers by 100% in 3 years through increased social engagement made by the volunteers.
12.2 Media Strategies
Establishing awareness on a national and international level is necessary for increased web traffic and brand acknowledgement. Utilizing social media that is compatible with the Chinese market is essential in addition to traditional social media platforms.As of June 14, 2016, the number of likes for the Facebook page is 964. To increase Facebook engagement, more content will need to be posted on a regular basis throughout the entire year. Posts should be made on project updates and off-site events relevant to Pearl S. Buck. Responses made to follower posts should not be generic. When responses are made to be personable, your audience will share that experience with others.To increase the number of followers on Twitter posts will need to be made on a daily basis as volunteers utilize the micro-blogging site to talk about what’s going on at the Birthplace and other relevant events.Start sharing museum visitor videos on YouTube. In addition, videos created showing the progression of various preservation/restoration projects will increase viewer engagement.Create a WeChat account in collaboration with Zhenjiang Pearl S. Buck Research Association to engage with consumers in China for increased awareness and visitation to the Chinese museum site and increased web visitation to the American site.Enlist volunteers to rotate shifts of submitting blog posts to The National Service Official Blog (NSOB, 2016). This will increase volunteer engagement to learn more about Pearl S. Buck in addition to sharing their volunteer experiences at the Birthplace. Also, enlisting student volunteers from local colleges to assist with technological needs can increase the external awareness of Pearl S. Buck. The student volunteers would help with webpage optimization and teaching other volunteers how to maintain the webpage and other social media platforms. This in turn creates continued engagement between the Birthplace and other individuals.
Create PSA radio and television ads that are either heard or viewed in specific regions of West Virginia. This increases local awareness of Pearl S. Buck’s Birthplace, life and preservation efforts made for the Birthplace.
12.3 Media Tactics
Utilize volunteers to set up necessary social media platforms and take turns monitoring them in order to gauge responses and make posts/responses in a timely manner. The Media Plan Editorial Calendar shows the flow of how often posts should be made and/or monitored to ensure the Foundation is engaging with individuals more frequently. To coincide with the volunteer tactic, the Foundation will set up a collaboration with local colleges like West Virginia University and West Virginia Wesleyan College to enlist student volunteers to assist with social media platform creation, monitoring and volunteer training of static volunteers to the Foundation. Students will also utilize measures of optimizing current PSBBF website for faster loading and mobile optimization. Updates to the website will include current project information, social media platform links and addition of visible logo. Gaining the assistance of colleges helps the Foundation to create further awareness and education on Pearl S. Buck and create internal awareness that further educate current volunteers. Encouraging the volunteers to engage in more online activities is a way of gaining earned media.YouTube has a YouTube Nonprofit Program that allows nonprofits to post videos that would tell the stories needed to support the Birthplace Foundation. When utilizing the program, there is an outreach toolkit that allows nonprofits to add donation cards to their videos. These cards allow viewers to donate easily and provide direct links to external websites to drive web traffic. (YouTube, 2016) There is a unique feature of YouTube that allows for revenue generation of posted videos with added commercial ads shown at the beginning of their video. With the correlating use of AdSense through Google, the Foundation can earn money per x amount of views on their YouTube page. The minimum payout amount is $100 and is paid on a monthly basis. (Google, 2016) This particular entity is another manner in which the Birthplace Foundation can assist in raising funds for various projects and/or Birthplace maintenance. A benefit of the tool is the ability to control the type of ads that appear and where they appear when using on a webpage, blog or YouTube. As more videos are posted by the Foundation, there is a fair chance of gaining earned media as YouTubers will start to share posted videos on other social media platforms. When awareness increases, through both word-of-mouth postings of videos and Foundation postings, the number of views increases. To assist with national awareness, volunteers will increase social engagement activities. There is a national blogging website for nonprofits to use. The National Community Service Blog was created by the Obama Administration through the United We Serve website. Volunteers can post pictures or news on current nonprofit community events that highlight volunteer activities. (NSOB, 2016) This tactic builds internal awareness in
addition to national awareness of The Pearl S. Buck Foundation. A separate blog maintained on a site like WordPress is necessary to ensure that The Pearl S. Buck Birthplace Foundation has a separate entity that individuals can refer back to for additional educational and/or generalized information that is relevant to Pearl S. Buck. The blog would contain more detailed information that would not otherwise be shown on micro-blogs like Twitter. It is imperative to keep in mind that blogging takes a lot of time and effort on the composer(s) of the blog. Blogging assists in driving traffic to your website. Some stats show that it takes up to 51 blog posts before you see at least a 53% increase in traffic to your site. Other times it can take up to 100 posts before traffic triples. (Watson, 2014) Managing search engine optimization to lead consumers to your blog is the final challenge as it is something that must be conducted on a continual basis to keep up with ever-changing trends of word/text depictions used for searching. One key item to note when using a site like WordPress to post a blog, is that it takes Google search engines 4-6 weeks or more to add your site. WordPress automatically sends notifications to Google for you but it takes a while before you show in search engine results. (WP, 2016)Twitter and Facebook require daily posts to increase consumer engagement and awareness. The more visible The Pearl S. Buck Birthplace Foundation is shown online, the greater the possibility of increased followers on Twitter and likes on Facebook. Focus group participants have stated that when an organization is shown everywhere they visit online for social media, there is a greater chance of clicking and/or viewing information shown and sharing that information with others they are connected with. The implementation of radio PSA’s and television ads will increase local awareness within the state of West Virginia. Creating a 60-second radio PSA ad to be read by a radio announcer will increase PSBBF visibility to an audience that may or may not utilize social media or the internet in general. The 90-second commercial is giving West Virginians a visual to coincide with the radio ad they may have heard previously. The television ad is creating general awareness for the Birthplace and Pearl S. Buck The cost may be more for commercials but will reach a larger segmented audience within the state of West Virginia. The commercial also brings to the forefront the need for volunteerism and needed donations for year-round preservation. Website and social media traffic increases through usage of both entities of communication.To gain the respect and buy-in of a Chinese audience, the Foundation will need to collaborate with the Zhenjiang Pearl S. Buck Research Association (ZPSBR). This association has an established Chinese website which can tie-in to its’ American based (Birthplace Foundation) website. The collaboration of the two entities will then create a WeChat account to engage with individuals in China.
WeChat was chosen at it is one of the top social media platforms that is used in China. Traditional platforms like Facebook, Twitter and YouTube are banned in China. Therefore, the transition to a Chinese based site and platform would be made easier with collaboration of the PSBBF Chinese counterpart. Having the volunteers at ZPSBRA maintain the WeChat platform would reduce language barriers. To ensure that content is always up-to-date and to ensure website visits are being made to both continent sites, monthly Skype meetings will be conducted between volunteers, board members and other staff that work for either Pearl S. Buck organization. Constant communication is needed with both entities to share best practices of social engagement and event collaborations.
One of the most important aspects for the entire campaign is the earned media for The Pearl S. Buck Birthplace Foundation. The types of earned media ranges from word-of-mouth marketing to additional commentary implemented by news announcers, celebrities, etc. Word-of-mouth that is positive and comes from a reliable source brings additional tourists seeking to learn about the history of their vacation location.
(SMBH, 2015)
12.4 Media Plan Flowchart (Editorial Calendar)
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Flowchart Summarized
Social Media Schedule:
To keep content fresh on posts made, volunteers will need to be on a rotational schedule to make posts about the Birthplace, share allowed photos of visitors and any other content relevant to the Birthplace Foundation.
Twitter Page (Microblogging): 1 hour daily posts – tweeting, retweeting and responding to posts
Facebook Page: 1 hour twice or week or as needed to post, like and respond to posts
YouTube Page: 1 week per month – spend time uploading new video content of tours, preservation/restoration project process and first-hand account videos submitted by guests to the museum. Like videos of other users and share them on social media content like Instagram, Facebook and Twitter.
WeChat Page: 1-2 hours daily during late evening and/or early morning hours to correlate with the time difference between China and the United States collaborating with the Zhenjiang Pearl S. Buck Research Association to monitor waking hours during Chinese time.
Blogging: 1-2 hours on a bi-weekly basis on National Community Service Official Blog and separate blog created on WordPress and/or other blogging site entity that offers free blogging.
Public Relations Schedule:
Public relations for the Foundation deal with communicating with consumers that have signed up to be informed on email lists in addition to garnering new consumers for museum visitation and donations to be made. Businesses within the general area of The Pearl S. Buck Birthplace Foundation are also addressed in terms of asking for yearly donations of goods, services or financial assistance for various fundraising efforts. The PSA radio spot is broadcast through media that offers free announcements for nonprofits.
e-Newsletter: Once per month at the beginning of the month – year-round.
Postcards mailed locally: Once per year, 1-2 months before season opening of Birthplace.
60-second radio spot: Plays during full season open period as allowed by station broadcasting.
Donated goods request to local businesses: Once per year, 2-3 months before raffle/auction fundraising event.
Paid Media Schedule
90-second Television Spot: Plays during full season open period. Number of times during day, week, month is determined by price paid and allowance given of broadcasting station. Opportunity for earned media, PSA type of ads by stations willing to offset the advertisement cost to NPOs (Nonprofit Organizations.)
12.5 Media Plan Rationale
Blogging: One of the benefits of blogging and wanting to blog is that it increases search engine traffic. Meaning that the more content that one has on a blog, the higher the chance of increasing search visibility and website traffic. Therefore, blogging is needed to assist in creating increased brand awareness and education. The increase in awareness and education is not just for the individual(s) reading the blog but also for the composer(s) of the blog posts.
Paid Media: Paid media is essential in reaching an audience that still has not grasped onto social media and/or the internet. In addition, paid media works well in conjunction with social and earned media. The more eyes you are able to get on your brand name and meaning, the more chances you have in achieving set goals for physical and virtual visitation. Paid media can lead to more earned media that is free and increases awareness of the Pearl S. Buck brand thus leading to increases in donations, followers and again physical and virtual visitors.
Social Media: The top social media platforms were chosen based on widespread popularity. Social engagement is necessary for communicating with a larger audience on both a national and international level. The next picture gives a clear indication of world internet and social media usage. Along with world statistics, the last picture shows that the East and South Asian market leads the way for overall internet use. Therefore, connecting with the Chinese market online with previously stated sister collaboration is essential for the cross-border success of the Foundation.
(Chaffey, 2016)
13.0 Campaign Budget
The entire budget for this campaign is $15,000. The breakdown of funding are as follows:
$1,000 (one time) Mailing list from Exact Data. Comes in CSV file that can be opened in Excel. Per the full demographics given of ages 20-55, lives in the state of West Virginia, employed, income above $25 K and high school diploma or higher and the minimum purchase price of $1,000 the Birthplace Foundation can receive 8,500 consumer names. The list will contain full name, address, city, state and ZIP code all up to date as the lists are scrubbed on a monthly basis. List is made readily available to download in approximately 15-minutes and the list is the Foundation’s to own and utilize as many times as you would like. (ED, 2016)
CONTACT: Cristina – 312-292-5367 (Direct line)
$225.29 (one time) Printing cost for 5,000 – 4*6 Postcards, full color front and back, UV coating on both sides and 3 business days printing turnaround = $155.95. FedEx Ground delivery cost to 24946 = $69.34 (NDF, 2016)
CONTACT: 855-898-9870 and/or submit template for postcard printing online at http://www.nextdayflyers.com/postcard-printing/4x6-postcards.php
$403.50 or $424.50 (per year) 1500 Mixed automation postcards at $.27 each = $408 – Intelligent mail option (Intelligent Mail barcodes) at ($.003) each = ($4.50) Total cost = $403.50 or 1500 Machinable presorted postcards at $.28 each = $424.50. (USPS, 2016)
Total 3-year cost = $1,273.50 or $1,210.50 for postcard mailings.
Television ads are priced per airing and not by number of days or any other manner of scheduling. Some costs connected to television airing can occur in the following manner:
i. Lowest cost option is via zoned cable advertising where the commercial airs in a small, geographic area of a city on select networks. The average cost can be $1 to $25 per airing in a major city in a large zone on a major cable network.
ii. Second cost option is cable advertising across an entire city through what is known as “interconnect.” Costs for this option vary upon size of city and can range from $10 to $100 per airing.
iii. Third cost option would be local broadcast TV advertising on networks like CBS, NBC, ABC and FOX. Depending on the size of the audience and city areas chosen the cost can run from $50 to $1,000 per airing. (ATA, n.d.)
With a $3,000 per year budget for televised commercials, during the 6 month period of Birthplace opening, there can likely be a total of 3 to 3,000 commercials aired.
Total 3-year cost = $9,000 for commercial airing.
Production cost for the creation of the television spot can be easily done at no cost to the Foundation. With the utilization of student volunteers from WVU or other area colleges, a quality video from the stills shown in the Creative Executions section, can be presented to a local media outlet for airing.
$119.88 (per year) Hootsuite Pro is an analytical tool that can be used for monitoring WeChat in China. Parent company of WeChat is Tencent.
Total 3-year cost = $359.64 for Hootsuite Pro
Total Campaign 3-Year Cost = $11,888.43 with remaining cost to be used for any unforeseen entities such as increase in postage and/or printing costs, need to purchase additional postcards or utilization of additional media sources such as print ads.
BUDGET SUMMARYDIRECT MARKETING CAMPAIGNPurchased Mailing List - local W.V. market 1,000.00$ One-time Cost
Postcard Printing & Delivery 225.29$ Printing cost for 5,000 postcards is $155.95 with FedEx Ground delivery of $69.34
USPS Non-profit Mail Rates 1,273.50$ Lowest cost is $403.50/year, highest cost is $424.50/yearPAID MEDIA CAMPAIGN90-second Television Ad - local market 9,000.00$ Budgeted at $3,000/year for 3 years60-second PSA Radio Ad - local market -$ No cost associated for PSA'sAGENCY RATE
Pro-bono -$ No cost to Foundation for Boundaries Banned servicesEVALUATION PLANFocus Groups -$ Provided by Boundaries BannedInternal Post-Volunteer Survey -$ No cost for internally created contentGoogle Alerts -$ Free service provided by GoogleFacebook Insights -$ Free service provided by FB for nonprofitsTwitter Analytics -$ Free service provided by Twitter
Google Analytics -$
Free service provided by Google as part of nonprofit service, used for YouTube and other social media analytics. Also analyzes website traffic for PSBBF
Hootsuite Pro 359.64$ Cost per year is $119.88. Use this for analyzing WeChat.
YouTube Analytics -$ Free service provided in connection with your Google account.
TOTAL FOR BUDGET 11,858.43$
Remaining Budget Balance 3,141.57$ On hold for unexpected price increases with postage, printing, delivery and/or broadcast rates.
14.0 Creative Executions
14.1 Sample e-Newsletter
14.2 Postcard Mailer (Front & Back)
14.3 Twitter Example
14.4 YouTube Example (Sharing Post of Pearl S. Buck as related to the Birthplace Foundation.)
(ORM, 2012)
Meet Pearl S. Buck
14.5 Revised PSBBF Homepage
Adding social media links on the homepage increases online visibility. This design was most voted among a panel of previous focus group participants. Another website design changed the font in the original logo to that of script and had the blue and white square logo in the upper right hand corner.
14.6 WeChat Example
Pearl S. Buck’s Chinese name is Sai Zhenzhu which is shown at the top of both mobile screens for WeChat. (賽 珍 珠 ) The first screen shows links to the American website via the blue and white standard logo and information on an event to occur in China via a workshop being held with emphasis on a workshop for story writing that will be critiqued by experts.
First screen states the following: “Has Sai Zhenzhu influenced your inner writer?
Come to the Friendship Exchange Hall on September 1, 2016 for a Short Story Workshop that will be critiqued by our in-house writing experts. Hours: 8AM-4PM
Food and drinks to be provided as we journey through Sai Zhenzhu’s past writings. Bring your own short story to be critiqued.”
14.7 Facebook Example
14.8 Radio Ad Sample
Radio Script: 30 Second
Script for 30 second general information radio PSA to be read live by an announcer.
FOR RELEASE: Friday May 27, 2016
KILL DATE: TFN
CONTACT: Kirk Judd
Pearl S. Buck Birthplace Foundation, Inc.
304-653-4430
30 SECOND SPOT
LIVE COPY (ANNOUNCER):
HAVE YOU LOOKED IN YOUR BACKYARD LATELY? DID YOU KNOW THERE WAS A BEAUTIFUL PEARL THERE? THE STATE OF WEST VIRGINIA’S OWN PULIZTER AND NOBEL PRIZE RECIPIENT, PEARL S. BUCK HAS A STORY TO TELL. IF YOU WANT TO KNOW MORE ABOUT YOUR TREASURE, LOCATE THE PEARL S. BUCK BIRTHPLACE IN HILLSBORO, WV. FURTHER INFORMATION AT WWW.PEARLSBUCKBIRTHPLACE.COM. HER LEGACY TELLS THE STORY. THE PEARL S BUCK BIRTHPLACE FOUNDATION IS PEARL’S STORY. SEE YOU SOON!
(When utilizing PSA radio ads, there are key words that are not allowed within the script or the ad will be rejected. Such rejected words include: visit, come, auction, fundraiser, sale, get your, hurry and get, more interesting, stay for, fee, raffle and any word preceded by ‘most’. (AMR, 2016))
14.9 Television Ad Sample90 second Campaign Video Example (PSA)
This same campaign can also be posted on YouTube with links leading to the video via Facebook, WeChat, Twitter, the blogs and the home website for The Pearl S. Buck Birthplace Foundation. A complete media list is in the Appendices.
SFX: Soft, Asian type music begins to play
VO recites quote from Pearl S. Buck: “None who have always been free can understand the terrible fascinating power of the hope of freedom to those who are not free.”
VO: The Pearl S. Buck Birthplace Foundation tells the story of the life and legacy of Pearl S. Buck.
SFX: Sounds of War
VO: From the life she lived in China to the life she continued to live in the U.S.
SFX: Soft, Asian music plays through remainder of ad
VO: Pearl’s story is one that has influenced many with her humanitarian acts and literary works that have brought to life the mysteries surrounding Chinese culture.
VO: However, only one portion of her life is depicted, which is her birthplace home. With your help, we can show you more from the life of our own West Virginian.
VO: We want to show you the beauty of the grounds surrounding her birthplace.
VO: We want you to learn more about the birthplace of her father.
VO: We want you to experience life on the farm and the tools used to run the farm.
VO: You can help in our preservation efforts by volunteering.
VO: By viewing the Birthplace. VO: By other means. VO: The possibilities are endless.
SFX: Music Ends
VIDEO: The hashtag #PEARLBUCKBIRTHPLACE emerges on the screen under the logo along with the campaign website URL.
VO: Will you visit #PEARLBUCKBIRTHPLACE? Visit us online at www.pearlsbuckbirthplace.com to learn more.
15.0 Measurement & Evaluation Plan
The objectives for The Pearl S. Buck Birthplace Foundation can be measured through quantitative and qualitative metrics of evaluation. Quantitative metrics are easily measurable as they are based on the numbers/statistics of the marketing campaign. Qualitative metrics measures consumer content and emotions. This type of measurement helps to determine how well a campaign is or isn’t working by type of comments made and how often the same types of comments are made. There are tools in place on various web platforms that will help PSBBF determine what parts of the campaign are working and what should be pulled and/or revised. For metrics involving television and radio, volunteers will be needed to assist in keeping track of how often ads are shown and/or heard via medium utilized.
Objectives Revisited
Raise brand awareness by 75% by year end 2019 for primary and secondary audiences.Gain 7,500 Twitter followers by year end 2019.Gain 100+ subscribers to the YouTube channel by year end 2019 – primary and secondary audiences.Increase Facebook traffic by 100% in 3 years for a total of 1,928 likes.Gain 3,000 WeChat users for Chinese market by year end 2019.Elevate awareness of the volunteers by 100% in 3 years through increased social engagement made by the volunteers.
Increase general email list to 3,000 by the end of 2019.
Increase awareness by 50% in 3 years through increased website visits to 48,000 visitors.Raise $50,000 in donations over a 36-month period.Elevate internal awareness of volunteers by 100% in 3 years.
Qualitative Metrics
One objective was applied to both the overall campaign goal and social media campaign goal: Elevate internal awareness of volunteers by 100% in 3 years. Since this is an internal objective, it can easily be measured via a simple and short survey given to the volunteers. Sample survey:
1. On a scale of 1 to 5, where 1 = No engagement, 2 = Minimal engagement, 3 = Average engagement, 4 = Above average engagement & 5 = Total engagement, rate your level of participation in sharing information about The Pearl S. Buck Birthplace and your volunteer services on the following platforms…National Community Service Blog
1 2 3 4 5
Pearl S. Buck Birthplace Blog
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
YouTube
1 2 3 4 5
1 2 3 4 5
2. If you are not fully engaged in 2 or more of the platforms listed, why not?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
This survey utilizes both quantifiable and qualitative metrics in determining how the volunteers feel about certain platforms and the engagement involved for each. Other questions can revolve around time it takes for platform monitoring and the rotation schedule of the volunteers.
One volunteer or paid staff member can then collect the information and process in a simple excel spreadsheet to determine which platforms the volunteers like monitoring versus which ones they don’t and trying to determine if certain platforms need changes to garner volunteer buy-in.
The survey should be given periodically in order to make any adjustments necessary to garner full volunteer awareness of various projects and events surrounding The Pearl S. Buck Birthplace Foundation.
Quantitative Metrics
The remaining objectives can be measured through quantitative metrics. These metrics are broken into 4 types of evaluations that coincide with the strategies and tactics of the given objectives.
Media Coverage Evaluation
Media coverage can be easily tracked utilizing Google Alerts online. Google Alerts is a free service that allows you to track how often terms such as Pearl S. Buck Birthplace, Pearl S. Buck and Historical places in Hillsboro, WV are searched online. The service is free and any results
for the terms or others indicated are sent via email instantly, daily or weekly. This information can then be printed by the volunteers or other staff and place in a binder specifically for media related content for The Pearl S. Buck Birthplace Foundation. (GA, 2016)
To track radio and television media, volunteers should be encouraged to pay attention to broadcasts on either medium. Every time they hear and/or view an ad, they will need to take note of the time and day of the broadcast. This information should also be recorded in the media binder or a pre-made excel spreadsheet. Along with recording the day and time, a secondary course of action is in viewing the website and social media platforms for noted increase in traffic to those entities after ad placement. Meshing the two tracking methods together will give the Birthplace Foundation a clear indication in to which form of media and time of day garners more inquiries online after either viewing or hearing information about the museum.
Social Media Evaluation
There are two ways in which one can gauge Facebook traffic. The first is by looking at the number of likes under a post made and/or how many likes the initial Facebook page receives. The second option is by utilizing Facebook Page Insights that is provided free of charge with your Facebook for Nonprofits account. A screenshot example of what you will see is shown below.
In using the Page Insights, you will be able to measure how many people each of your posts have reached, determine the posts that are working in reaching your audience, learn about the demographics of those viewing and/or liking your posts and you can export your metrics into an excel database or other office tool to further analyze your data. For instance if needed to compare specific dates of posts made and data derived from those dates, once exported, you will be able
to make clean comparisons. Page Insights provides further information beyond just knowing the number of likes per post and/or Facebook page. (FBPI, 2016) Page Insights can be used on a monthly, weekly or daily basis and will start showing statistical information once you have at least 30 likes.
YouTube for nonprofits is created in connection with your Google for nonprofits. Simple analytic data can be determined by just looking at how many views the video post has received and how many thumbs up versus down received. YouTube has a separate analytics page that can show you demographics, traffic sources, playback locations, types of devices used for viewing videos, watch time reports, total watch time and engagement reports. The analytics tool will also show how often comments are made and whether or not the video has been shared and to where. In other words, was the video shared to an individuals’ Pinterest, Instagram, Facebook, Twitter, etc. account.
(Example of YouTube Analytics) (YTA, 2016)
Twitter analytics is a free service that is part of your Twitter account. To get there, you must click on your profile picture in the top right corner of the page. From there you click Analytics. The page viewed looks like this:
And upon clicking “View Tweet Activity”, a window shows like this:
As with every other analytical tool, Twitter Analytics allows you to gauge consumer sentiment in addition to knowing what type of tweets made garnered the most engagement within your audience. (Twitter, 2016)
WeChat is a bit trickier but still manageable. To analyze user data on the platform, the purchase of Hootsuite Pro is necessary. After the creation of a collaborated WeChat account with the Zhenjiang Pearl S. Buck Research Association, encourage the Association to monitor the platform using Hootsuite Pro and report the findings back to the American counterpart. These reports can be made during the monthly Skype meetings held. Hootsuite allows you to monitor and engage in every conversation, schedule messages to post and measure your social media growth by finding out which of your posted content garnered the most engagement from your audience. (Hootsuite, 2016) Hootsuite can be utilized in the U.S. but the recommendation is to allow ZPSBRA the opportunity to assist with campaign engagement for PSBBF. Additional benefits of utilizing Hootsuite Pro is the ability to track, measure and share key social media metrics.
(Hootsuite example)
Website Evaluation
The Birthplace Foundation will need to create an account online with Google for Nonprofits. Once created, PSBBF will be able to link their YouTube account with the Google account. Google for Nonprofits offers Google Analytics which is a free service. With this service you will be able to collect statistics about The Pearl S. Buck Birthplace Foundation website. The tool monitors traffic, where it is coming from, what content is most popular and what visitors are typing into search engines to find the PSBBF website. The compilation of data should be printed on a monthly basis and inserted in the media binder for month to month comparisons. With this
tool, PSBBF will be able to gauge which platforms are proving to be the most efficient in addition to understanding how often visits are being made to the website and which portion of the site is the most visited by average length time spent on the site. (G Analytics, 2016) Through your Google account, you are able access YouTube Analytics.
(Example of Google Analytics)
Direct Messaging Evaluation
MailTrack for Gmail is a free application available through Google Chrome for Gmail users. You will have a Gmail account once signing up for Google for Nonprofits.
MailTrack is a simple tracking tool that allows you to know when emails are read and who read your emails. The who read your emails portion of the tracking only applies to recipients who also have the MailTrack extension installed on their personal devices. Along with MailTrack, you can utilize simple A/B testing of email content outside of newsletters with a small portion of respondents. We recommend sending out 100 emails of 2 versions of a message to be relayed. After a week, you can determine which message garnered more click rates in email openings. Once that determination has been made, the remainder of individuals on your email list will receive the email with the most reads as determined by MailTrack. The focus group held by Boundaries Banned conducted a simple A/B testing of email subject headers to show how this would work.
Boundaries Banned made a recommendation of sending postcards once a year before season open of the Birthplace. To test which portion of the year drives more visitors to the Birthplace, 1/2 of the postcards can be sent at the beginning of the touring season and the other ½ can be
sent mid-season. Ask volunteers to note when a surge of visitors arrives to the Birthplace via postcard information. To track this, have visitors sign a guest book before touring the grounds with name, email and/or home address, phone number and manner in which they learned about The Pearl S. Buck Birthplace. At the end of the touring season, have volunteers go through the guestbook and note the dates of when postcards were mailed and how many visitors referenced postcard mailing as their reason for visiting. For the next two years, the Birthplace Foundation can then mail postcards during the time they feel that more visitors are responsive to the postcards received.
Rationale
Each tool and/or method of evaluation was selected to coincide with the type of media and/or platform utilized to increase awareness, visitation and donations for the Birthplace Foundation. With the utilization of student volunteers, the analytics needed for each objective can be easily tracked and recorded. The majority of the applications located were free for nonprofits and/or held an affordable low price tag. Even though there are tools that are compatible with multiple platforms, we wanted to ensure that PSBBF knew of the available tools for each type of media and how each tool works in detail.
16.0 Conclusion
Boundaries Banned has developed a plan to assist The Pearl S. Buck Birthplace Foundation with
new fundraising ideas, internal and national increased awareness of the brand, increase in
museum visitors and increased engagement of volunteers and online visitors to various
platforms/sites. The target audience was split between primary and secondary audiences where
the primary audience was based within the state of West Virginia and the secondary audience
consisted of individuals living outside of the state of West Virginia to include China. We did not
propose a specific age demographic like millennials and/or seniors as we feel the efforts of The
Pearl S. Buck Birthplace Foundation is an experience for all ages and not just a select few.
The proposal itself is based around the mission of the Birthplace which is To maintain and
promote the house and property of The Pearl S. Buck Birthplace so that it should be a living
“gateway to new thoughts and dreams and ways of life.” Our answer to the mission statement is
in our integrated creative strategy statement that says The Pearl S. Buck Birthplace enables you
to learn about original works in American literature and inspires you to share your visitation
experiences about the author’s birthplace and her life.
The proposal took a $15,000 budget and spread it out over a 3-year period. Due to the nature of
The Pearl S. Buck Birthplace being a nonprofit organization, we were able to find many free
and/or discounted services and tools necessary in implementing a full integrated marketing plan.
The entire budget was not used but with not knowing ahead of time if there will be an increase
on postage, delivery, printing, software and/or online services, it was recommended that
remaining monies should be held for unknown price increases.
Emphasis has been placed on extending social media presence and creating brand awareness.
The sentiment is once an individual is able to engage more with a brand online, they are
extending their awareness of the brand and are participating in fundraising efforts and/or
planning trips that include a visit to the Birthplace. With brand awareness comes sharing with
friends, family and other associates that increases earned media through word-of-mouth
marketing.
Integrated marketing communications can be best defined as the marketing plan that fuses
traditional marketing and emerging media marketing tactics together for one purpose. This
proposal prepared by Boundaries Banned, explored and researched entities that are considered to
be effective and cohesive in telling a story to wider audience. Your audience wants to know
about you. We help you talk about you. We show you what matters to your audience the most in
terms of engagement and give you the tools necessary in continued success for reaching your
audience. As we have stated in our introduction, our motto is:
DREAM! BELIEVE! DO! REPEAT!
17.0 Appendices
Appendix A
Focus Group Moderator Guide
Focus Group for research on specific objectives regarding The Pearl S. Buck Birthplace and Foundation is held on May 24, 2016 from 11AM to Noon EST in Charlotte, NC. The focus group consists of 13 individuals including moderator and moderator assistant. There is an expected total of 5 men and 6 women that fall into the target market demographics described in secondary audiences. The participants range in age from 20-55, all possess a high school diploma or higher and have a household income greater than $30,000.
Instructions for Moderator
Upon arrival to the conference room booked, the participants will sign a group waiver that allows the moderator to record the audio session in addition to their acknowledgement of type of research conducted.
The moderator will start out with thanking the participants for coming and will introduce the assistant present: Nadia L. Thomas.
Next, instruction will be given on how the group will proceed with discussion:
Moderator States to Participants the Following: (Does not have to be verbatim.)
We will start with what exactly will occur over the next hour. We are conducting a research for The Pearl S. Buck Birthplace Foundation. For approximately 5-10 minutes I will ask preliminary questions on visiting historical landmarks in general in addition to motivation on charitable donations. Next I will show you a brief video that summarizes the legacy of Pearl S. Buck. After, questions will be asked on ideas to present in terms of marketing to an audience such as yourself to garner visitation, donations and/or volunteering for the foundation. At the end, I have gifts of thanks to pass and we will hold a raffle for items related to Pearl S. Buck. Please keep in mind that we want to allow all parties to participate and be respectful of a person who has the floor with his/her response. In other words, we don’t want to interrupt a person who is speaking. Feel free to eat your lunch during this session and we have extra snacks that have been provided to us by Mike K. I will keep a timer running so we don’t go over our allotted time. If you have additional comments you would like to make after the discussion, please feel free to email me so I can include them in the results for the report. Again thank you and we will begin.
Focus Group Format
10:55 – 11:03 AM Participants sign waiver form upon entering conference room and complete short supplemental survey
11:03 – 11:06 AM Introduction of moderator and assistant. Explanation of purpose of research.
11:06 – 11:16 AM The following preliminary discussion questions will be asked:
1. When looking for vacations ideas, where online are you most likely to search for information?
2. When planning your vacation, do you often include tourist attractions as part of your trip? Why or why not?
3. What motivates you to visit a new place whether it’s for touring, vacationing or some other reason?
11:16 – 11:25 Show Pearl S. Buck video followed by brief slide show of rooms inside the house/museum.
11:25 – 11:50 There is one final question on the paper survey that participants will need to answer first before remaining discussion occurs. That question is the following:
1. The Pearl S. Buck Birthplace has their own website and are present on the social media platforms of Facebook, Instagram, Twitter and YouTube. Of these listed, where would you be most likely to go to learn more information about visiting the birthplace?
2. Why? (This follow-up question is where the verbal discussion begins again.)
3. Would the brief information you have learned on Pearl S. Buck’s legacy motivate you to want to become more involved financially via donations or in some other manner like volunteering, sponsorships or visiting the birthplace in the near future? Why or why not?
4. As a direct marketing approach to gain visitors to the website and possible subsequent further actions, emails would be sent to potential consumers who have signed up for further information. Which of the two email subject headers would grab your attention to at least open the email?a. The Fusion of Asians & Americans: We are One!b. The Pearl S. Buck Legacy Lives On
11:50 – Noon Final Wrap-Up for last minute thoughts and reminder to send email with any additional comments. Raffle of 6 gifts which includes gift certificates and 4 gift bags which contain my favorite Asian foods and other Asian related items such as traditional tea cups and chop sticks. One gift bag will include the book The Good Earth written by Pearl S. Buck.
Appendix B Participant Focus Group Signed Release Form
Appendix C
Focus Group Supplemental Survey
First Name __________________________________ May 24, 2016
Demographic questions:
2. Gender (Please circle)Male
Female
3. Age Range (Please circle)
22-30
31-40
41-50
Over 50
On a scale of 1 to 5, where 1 = Poor source of information and 5 = Excellent source of
information, rate each type of search engine and/or social media platform for locating
information on businesses/organizations:
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
(Blogs)
1 2 3 4 5
Word of
1 2 3 4 5
4. (Wait for direction from moderator before answering last question.) The Pearl S. Buck Birthplace Foundation has their own website and has presence on Facebook, Instagram, Twitter and YouTube. Of these listed, which of these platforms would you use to garner additional information for visiting the museum? (List answer(s) on blank line provided.)
______________________________________________________________________
Appendix D
Research Report
Focus Group Summarization
In order to assess how the target market uses social media and their perceptions of the type of information garnered from it, a focus group is needed as part of qualitative research. Boundaries Banned focused on the types of social media platforms used in the current market and why they are used. This focus and the information retrieved was part of the preliminary survey given to focus group participants. We needed to gauge the mindset of the target market to understand social media usage in general. After showing a brief video on the legacy of Pearl S. Buck and pictures from The Pearl S. Buck Birthplace Foundation, the same preliminary questions on social media usage was asked again. After a lengthy discussion on various social media platforms and the whys behind choices for gaining information was explained by participants a final question regarding direct email communications was posed to the group. The group was shown two subject headings to distinguish which of the two would grab their attention to further open the email to read its’ contents.
Focus Group Participants
The focus group conducted had a total of 10 participants. All the participants work in Charlotte, NC and live either in Charlotte or the immediate surrounding area which also includes the state of South Carolina. The group was evenly divided in having 5 male and 5 female participants. Ages of the participants ranged from 22 to over 50 years of age. All of the participants fall into the secondary audience category in which they hold a high school diploma or higher and have a household income of greater than $30,000. They are the type that travel to various destinations within the United States and enjoy visiting historical sites as part of their vacation getaway. The entire session lasted 1 hour. The data presented from this focus group is not conclusive due to its design but it did provide deep insights into the perceptions and needs of the target audience.
Results & Analysis
The first concept presented was from a survey of preliminary questions with simple age and gender demographics and rating of social media platforms and search engines as viable sources of information. This sort of rating is a manner of gauging how consumers feel about social platforms such as Facebook, Twitter, YouTube, Instagram, Tumblr, Pinterest and blogs as general sources of information on different businesses/organizations. The ratings also included the search engines of Bing and Google and asked participants to rate word of mouth information received. Follow-up questions of why were asked to understand further feelings/perceptions. The first concept determined how consumers are using social platforms outside the normal usage of socializing with family and friends. From the preliminary discussion we have found that adults take vacations during the summer and winter months the most. They are also most likely to utilize the search engine of Google as an initial start after receiving word-of-mouth information
from others past experiences. The primary most used platform for all data information among adult users is Facebook.
The second concept after video and pictorial viewing of birthplace artifacts offered the participants a second chance to either keep their previous basis of information gathering or to change where primary information is garnered. As a result of gaining a bit of information on the life and legacy of Pearl S. Buck, participants were shown to have a growing interest in learning more about the Pearl S. Buck Birthplace Foundation in addition to seeking site information in general. The general consensus for seeking additional information has shown that Facebook is the starting point over Google.
The final concept dealt with A/B Testing of two different subject headings for direct emails sent to consumers who signed up for additional information and/or general email updates. From the perspective of the participants, the first subject that contained the word Fusion reminded them too much of an entity that is food related. The second email that spoke on the legacy of Pearl S Buck was noted as one that would encourage the user to click on the email to read further and possibly follow email direction. The group all agreed that a combination of the two email subjects in one would definitely spark their interest in opening the email as follows: The Pearl S. Buck Legacy Lives On: The Fusion of Asians & Americans! The group stated the more detail the subject line contained, the more inclined they were of clicking to open the email.
Follow-up after main focus group revolved around another email subject to reflect more on the birthplace of Pearl S. Buck and not just how she lived her life. Therefore, final consensus stated that the following email subject heading would again garner interest in opening their email: The Pearl S. Buck Legacy Lives On: As Seen by Visits to the Birthplace.
Analysis Visuals
Male Participants
60% ages 22-3020% ages 31-4020% ages 41-50
Google Bing Facebook Twitter Instagram YouTube Pinterest Tumblr Blogs Word of Mouth
0
1
2
3
4
5
6
Male Ratings For Sources of Information
Google60% Good source of information
Bing60% Good source of information
Facebook60% Average source of information
Twitter40%
Poor and average source of information
Instagram40%
Below and average source of information
YouTube40%
Below average source of information
Pinterest40% Poor source of information
Tumblr80% Poor source of information
Blogs60% Poor source of information
Word of Mouth
60% Average source of information
Before viewing video information on Pearl S. Buck Birthplace Foundation and her legacy, the men of the group rated Bing and Google as the top choices of information gathering on vacation destinations, businesses and organizations in general. They also stated that word-of-mouth information was the true motivation for wanting to visit a new place as part of their vacation getaway. After viewing the video, 60% would use Facebook as a starting point for source of additional information and then proceed from there wherever Facebook led them in associated links.Female Participants
40% ages 31-4020% ages 41-5040% over age 50
Google Bing Facebook Twitter Instagram YouTube Pinterest Tumblr Blogs Word of Mouth
0
1
2
3
4
5
6
Female Ratings For Sources of Information
Google100
% Excellent source of informationBing 60% Average source of informationFacebook 60% Average source of informationTwitter 60% Below average source of informationInstagram 40% Above average source of information
YouTube 20%Across the board rating (Each had own perception of YouTube)
Pinterest 40% Below average & average source of informationTumblr 40% Below average & average source of informationBlogs 20% Below average & average source of information
Word of Mouth 20% Above average source of information
Before viewing video information on Pearl S. Buck Birthplace Foundation and her legacy, the women of the group rated Google as the top choice of information gathering on vacation destinations, businesses and organizations in general. They like the men, stated that word-of-mouth information was the true motivation for wanting to visit a new place as part of their vacation getaway. After viewing the video, 60% would use Facebook as a starting point for source of additional information and then proceed from there wherever Facebook led them in associated links.
Overall Group Rating
Google Bing Facebook Twitter Instagram YouTube Pinterest Tumblr Blogs Word of Mouth
0
1
2
3
4
5
6
7
8
Overall Group Ratings
1 = Poor Choice 2 = Below Average 3 = Average Choice 4 = Above Average 5 = Excellent Choice
Google70%
Feel Google is an excellent source of information
Bing40% Average source of information
Facebook60% Average source of information
Twitter40% Average source of information
Instagram30%
Average & below average source of information
YouTube30% Below average source of information
Pinterest 30 Average & below average source of
% information
Tumblr50% Poor source of information
Blogs40% Average and poor source of information
Word of Mouth30%
Average and above average source of information
The whole group showed that Google as a search engine was the number one choice/option in finding additional information on vacation happenings and other organization related materials at 70%. Following at a close second was Facebook at 60% of the group believing that is the average source in which one would go for information. Again after viewing the video, Facebook was shown to be the first source of seeking additional information on The Pearl S. Buck Birthplace Foundation because of the various newsfeed that show from friends, family and associates they are following on their page. It was stated that if an ad popped up on Facebook, they are more than likely to click on the ad compared to any other social media platform.
At the end of the focus group, all of the participants were rewarded with a small gift bag filled with Asian teas, candy and other small articles as a thank you for their time and volunteering to participate in the discussion. Afterwards, participants were told that if they had any additional comments or questions, that they could email the moderator. The final order of business consisted of a raffle that included the book The Good Earth and other Asian related food items in various gift bags in addition to gift certificates to local retail stores. The entire session with raffle lasted a full hour.
Appendix E
Media Contact List
Conta
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ailPh
oneLo
cal Br
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aWe
st Virgi
nia Pu
blic Br
oadcas
tingBo
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peratio
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ll@wv
publi
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888-59
6-9729
WVAR
(600
AM)
Public
Servic
e Anno
uncem
ents
psa@t
hebo
ss97fm
.com
Allegh
eny M
ountain
Radio
Heath
er Nid
ayhn
amr@
fronti
ernet.
net
800-29
7-2346
NICK
92.9
Subm
it Form
via we
bsite:
http:/
/summ
itmed
iawv.c
om/ni
ck/?p
age_id
=259
Local
Telev
ision M
edia
West V
irginia
Public
Broad
casting
Pat S
ergent
Telev
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r/Direc
torpse
rgent@
wvpu
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rg888
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729WC
TV - W
hitewa
ter Co
mmuni
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vision
Eric M
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Execu
tive Di
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wctv@
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488WD
TV - 5
News
Renee
Hecke
lSa
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l@wd
tv.com
304-84
8-500
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WCHS
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304.69
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710
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Appendix G
Midterm Revisions Explanation
After receiving the grade for midterm submission of campaign, it was recommended to make some minor changes in order to make specific sections stronger in clarity and message. Starting with Boundaries Banned credentials. While the credentials and branding for the company were strong, adjustments were made to sentence structure and grammar. In a professional atmosphere, there should never be any typos. Therefore, the introduction was read twice and corrected.
The target audience lacked a defined psychographic of segmented audience. The audience has been redefined to include psychographic characteristics for both primary and secondary audience. In addition, the rationale as to why the specific demographics and psychographics for each audience segmentation was given to bring clarity to the audience chosen for this plan.
The ICSS (Integrated Communication Strategy Statement) needed a minor tweak from word choice influence to inspire and utilization of the word experience in the final statement.
The last point of revision involved the Creative Brief. The thought process in place was off when creating the original brief, despite having a good ICSS. Therefore, the majority of the brief was revised to focus on the overall goal of obtaining visitors to the Birthplace in addition to thinking along the lines of brand positioning and brand perception.
For final proofreading of proposal created outside of midterm submission, a co-worker was treated to lunch for reading everything and making suggestions on creative executions. I have confidence in the proposal and recommendations made.
DREAM! BELIEVE! DO! REPEAT!