Download - Girls Inc. Public Relations Campaign
Group 12Jessica, Katie,
Lindsey, Lilly, and Patrick
Of Monroe County
Mission Statement
Inspiring all girls to be strong, smart, and bold.
Situation Analysis
Use the strength of Girls Inc’s many diverse programs to try and appeal to several different groups of volunteers who are looking for volunteer experience
Implement social media strategies specific to the local chapters of Girls Inc. rather than just the national platform
Determine transportation solutions for how to get volunteers who are on campus to the local chapter
Discover which of Girls Inc’s national programs have the most participation by the Monroe County branch and focus our efforts on enhancing those programs
Find a way to make part time volunteers into people who will come back and continue volunteering more than once
SWOT Analysis
Research Plan
Concerned with public awareness of Girls Inc. – especially in the Indiana University community
Google Docs survey – distributed via Facebook and e-mail
Asked about demographics, the importance of volunteering, male involvement, transportation, and social media
45 respondents, most in the IU community
Survey Results – Demographic Data
Females 87%
Males 13%
Survey Participants by Gender
Freshmen72%
Sophomore11%
Juniors15%
Seniors2%
Survey Participants by Year in School
Survey Results -
1's 2's 3's 4's 5's0
5
10
15
20
25
3024
11
4 42
On a scale of one to five, how familiar are you with
Girls Inc.?
Response Value (1-5)
Num
ber
of
Resp
onse
s
Faceb
ook
Youtu
be
Googl
e+
Linke
dIn
Pinte
rest
Tumbl
r0
10
20
30
40
50
32
44
32
10 71 3
What form (or forms) of social media do you use?
Num
ber
of
use
rs
1's 2's 3's 4's 5's0
5
10
15
20
25
On a scale of one to five,how important do you
think it is to volunteer?
Survey Results -
Not Enough Time
I am not aware of Girls Inc
Do not have a way to get
there
Not enough information
0
5
10
15
20
25
30
14
24
2 1
What prevents you from volunteering?
Campaign Plan
To increase the number of student volunteers at Girls Inc. of Monroe County
Objective 1: To increase freshmen student volunteers
Strategy Potential four years Word of mouth marketing
Tactics- flyers and chalking Student Involvement Fair at the Indiana Memorial Union Martin Luther King “A Day On, Not a Day Off” Volunteer
Day
Overarching goal:
Campaign Plan continued
Objective 2: To increase male student volunteers
Strategy End notion that male volunteers are
not needed Various Girls Inc. programs that could
benefit from male help
Tactics Flyers in male-concentrated buildings
(HPER and SRSC) Female AND male coaching and
officiating volunteers welcome Male representative at Student
Involvement Fair booth
Objective 3: To increase “conversation” on social media networking sites
Strategy Utilize availability and popularity of social media sites (research
findings) Aim to appeal to a technologically savvy student population Get volunteers in conversation with each other
Tactics Create Twitter account specifically for Monroe County chapter Highlight main events Make an effort to post status updates and tweet daily Facebook’s new timeline Pictures of past events
Campaign Plan continued
Timetable
Publics & Messages Chart
Facebook Initiative
Twitter Initiative
#IUstudentinvolvementfair this weekend! Be sure to check out #girlsincmonroecounty and sign up to help a great cause!
This weekend is MLK Jr day! Help make a difference by making your day OFF a day ON at #girlsincmonroecounty
Looking to build your resume AND help a great cause? Sign up to join #girlsincmonroecounty we WANT YOUR support!
Idea that Girls Inc. is a fun and trendy way to give back to the community
Tweets should inform volunteers and potential volunteers about upcoming ways to get involved
Also should remind them why they should get involved
For example:
Evaluation
Social media tracking
Ongoing throughout campaign
Track amount of new Facebook and Twitter followers
Track comments and re-tweets
Evaluate increase in volunteer postings and messages with the organization
Volunteer Sign-in Sheet
Track every volunteer
Most important information: How did you hear about Girls Inc.? Are you a first time volunteer?
In relation to age (student public)
Evaluating success of tactics