Situation AnalysisSWOT AnalysisResearchTarget AudienceObjectivesStrategiesTactics

TABLE OF CONTENTS

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Print AdsRadio SpotCalendarBudgetEvaluation & ROIReferences

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GiRL Power is a much needed program not only in the Panhandle of Texas but all across America. Every year millions of pre-teenage girls become lost in the busy world that we live in without guidance.

The Laura W. Bush Institute for Women’s Health is the founder of the GiRL Power program and is striving to make a difference amongst the girls in society. The objectives that this organization possesses were found to be: Define healthy behaviors for pre-teens, including nutrition, exercise, and emotional health. Identify ways to improve decision making processes. Recognize common bullying characteristics and avoid threats and intimidation. Identify key measures to prevent internet predators. Provide ways to improve communication between mothers and daughters to build stronger relationships. The goal of the GiRL Power organization is collaborated to be as follows: To engage and educate pre-teens (fourth-sixth grades) and their mothers (or other important woman in their life) in important life issues such as self-esteem, exercise, nutrition, internet safety, bullying and communication.

SITUTATION ANALYSIS

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•Negative response from audience•Difficulty finding sponsorship causing the client to decrease the budget which will decrease the attainability of the goal.•Not reaching the number of attendee goal that will cause the client to have a surplus in prizes and a minimum effect on communication throughout the event.

SWOT ANALYSIS

•Setting high goals and achieving them •Spreading knowledge to the young girls and their mothers•Motivating girls to be less self conscious•Finding sources to help benefit this organization•Changing the attitudes of young girls and motivation toward healthy behavior•Better health and life choices

•Building better mother daughter relationships•Empowerment of girls self esteem•Education•Thorough research about gender specific medicine•Educating teens about health and changes they might experience•Teaching internet safety.

STRENGTHS

•Funding the events and souvenirs for the guests•Attracting the audience to attend the events•Reaching out to the parents of these young girls about the events•Under budgeting the marketing aspect•Discovering a sponsor that will willingly support

WEAKNESSES

•Using sources such as: churches, local activity centers, schools and libraries to spread the word about the events•Widespread network of sources and members willing to improve the quality of the campaign•Expanding to other cities surrounding the offices established for the Laura Bush Institute for Women’s Health

OPPORTUNITIES

THREATS

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RESEARCH

During our research we found a few sources that we believe will help our campaign and give us new ideas that will attract our audience and provide them with a knowledgeable wonderful expericnce.

Southern Colorado Youth Academy•Girl scout history relates to the same age group GiRL Power is requiring•Provides good morals and values that are passed down from the leaders to the girl scouts•Evaulates the community’s need for educating the young teens and providing an opportunity for them to create new friendships•Educates girls about bully prevention, and youth empowerment.

The Texas Girls Ranch•Helping teenage girls better their life and get on the right path•Use of equine therapy•Open communication with adults•Used social media tactics as great marketing tool•Facebook•PayPal (receive donations)•Television, radio stations

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RESEARCH

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Let Girls Be Girls Campaign•Boost girls self esteem•Focus on intellegence, personality and wellbeing•Open communication between mother and daughter•Educate young girls about this issue and give them tips on how to avoid TV shows, stores that promote a provocative image.

Be More Than Just a Bystandar•Teach teens how to act when they witness bullying•Educate the seriousness of the matter•Educate parents for signs of bullying and how to act•Inform school administrators of this issue and propose consequences for the person initiating the bullyingLaura W. Bush Institute for Women’s Health•Change of attitude and motivation toward healthy behaviors.•Decrease teen pregnancy•Decrease teen obesity•Better health and life choices•Improved communication among girls and their mothers•Build stronger family relationships•Empowerment of pre-teens through increased self esteem•Decrease in bullying and discord•Awareness and prevention of health issues•Improved internet safety

The target audiences we chose for the GiRL Power Campaign are girls from fourth to sixth grade and mothers or other female role models that will assist the middle school aged girls.

The Laura W. Bush Institute for Women’s Health see’s that young girls in grades fourth to sixth are at a point in their lives where they need extra guidance. The founders of this organization believe that middle school girls may need positive role models and other people in their communities to look up to for assistance. Mothers and other female role models are essential for young girls to stay on a straight path and strive to be positive leaders in society. If these girls have people that are supportive and strive for a healthy two way communicating system, then they should not be unsure about social life questions, nutrition and self-esteem.

TARGET AUDIENCE

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•Increase brand awareness of the Laura W. Bush Institute for Women’s Health and the GiRL Power initiative among pre-teen girls 4th through 6th grade and their mothers/mentors, in the Texas Panhandle area.

•Educate the participants of the GiRL Power program on health changes, nutrition, self-esteem, self-respect, and open communication, during the event execution.

•Increase the number of new participants and the percentage of returning participants for the GiRL Power event.

•Multiply the geographic reach of the GiRL Power program to at least three cities in the Panhandle area by the first semester of 2014.

OBJECTIVES

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STRATEGIES

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Increase brand awareness of the GiRL Power initiative by:

•Using traditional and nontraditional advertising in locations that meet the geographic targeting parameters.•The usage of out-of-home display to publicize the event.•Engage with the audience through social media websites.•Encouraging referral or word of mouth among the established target market. •Alliances with schools, churches and local activity centers that meet the targeted audience, to promote the program.•Educate the participants of the GiRL Power program on health changes, nutrition, self-esteem, self-respect, and open communication by:•Providing parents and kids helpful information about participating in the GiRL Power program.•Offering fun and educational activities that promote healthy nutrition, self-image, and communication.•Giving compelling educational material that emphasizes on the goals on the event.•Encouraging relationships with mentors in the community that will be available for the participants after the event.

Increase the number of new participants and the percentage of returning participants by:

•Promoting the program with memorable and positive approaches.•Encouraging referral or word of mouth among the established target market. •Enhancing relationships with donors, sponsors, and participants of the GiRL Power program.•Offering free merchandise.•Follow up with participants and give each supporter specialized qualitative customer service.

Multiply the geographic reach of the program to at least three cities in the Panhandle area by:

•Participating in community events to network and find alliances.•Engaging with community leaders and find regional partners that support the GiRL Power initiative.•Finding volunteer personnel in cities where the program would be implemented.

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•Traditional advertising channels such as television, radio, and print media will be used to promote the GiRL Power event among the designated audience. •Additionally, out-of-home advertising like billboards, flyers, and posters will be placed strategically in the areas where the event will take place.

•Social media websites like Facebook and Twitter will be used to share content and engage with the target market, making the GiRL Power event become viral by the generation of a word of mouth multiplying effect that should reach a large audience.

•The GiRL Power program will partner up with strategic schools in order to have a closer approach to the main target market with the distribution of educational and informational material about the event.

•Free T-shirts, key chains, pens, and other memorable merchandise will be distributed to the participants during the event.

•The implementation of mentors and volunteer personnel available for the participants after the event will help in the evaluation process of the campaign. This tactic will also help in the promotion and potential increasing number of participants for future events.

TACTICS

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We have built this Print Ad and Billboard Ad to advertise the GiRL Power event happening on Saturday, June 1st.

PRINT ADS

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RADIO SPOTIncrease brand awareness by broadcasting this radio spot in hot spots for the demographic media audience:

Looking for some “Girl Time” where you can build up your “GiRl Power?”Ladies bring your 4th-6th grade girls and girls bring your woman guardian to learn how to build your confidence and communicate clearly, while having fun of course! We will be having one-on-one time with mentors, cool giveaway and fun prizes! Meet us at the Amarillo Civic Center with your $15.00 participation fee on June 1st from 9:00 a.m. till 1:00 p.m.

Bring all your girlfriends and lets have a blast at the Annual GiRL Power event!

Let’s change “I’ll try” for “I will”

For more information about the event and participation scholarships please contact the Laura W. Bush Women’s Institute for Health at www.laurabushinstitute.org .

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•The event will occur on Saturday June 1, 2013. •This will give our marketing committee plenty of time to distribute the advertising items to our target audience. •We will set a due date on monday May 20, 2013 •Attendees will pay the fee and reserve their spot for the event. This will give us a head count to order prizes and goodies for the attendees. •Estimated number of attendees: 600•Scholarships will also be provided for those who are inable to afford the fee•The fee for the event will be $15/person•The event will begin at 9 a.m. and come to a close at 1 p.m.

CALENDAR

JAN. FEB. MARCH APRIL MAY JUNE

ADVERTISING: PRINT & Social Media

ADVERTISING: RADIO

ADVERTISING: BILLBOARD

GiRL POWER EVENT

SCHOLARSHIPS

FREEBIES DISTRBUTION

FOLLOW-UP EVALUATION

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Our budget for the campaign without sponsorship is $5,000

BUDGET

Advertising:

•Flyers, brochures - $300.00•Social media tactics (Facebook,

Twitter) - $0.00•Radio station broadcasting -

$500.00•4 weeks Billboard- $750

FreebiesT-shirts, pens, candy,

key chains, fun fact sheet, stickers, bags

(x600) - $3,450

EVALUATION & ROI

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All the following quantitative and qualitative methods will be used to evaluate the campaign:

•Increased Awareness and Favorability:•Conduct post-event surveys like these: Surveys for attendees to complete showing their satisfaction of the event:

•What they liked most •What they would change •Any suggestions

•How well the budget was maintained •Was the budget exceeded? •Were all the goals met that are required by the GiRL POWER Campaign? •Was the advertising completed and did it meet its goal in attracting the target audience.

•Calculating the number of attendants to the event•Monitor the exposure of Out-of-Home and printed advertising•Track social media interaction•Monitor exposure to broadcasted advertising

Campaign ROI:

Because all tactics are measurable and executed with specific strategies, we expect the campaign will lead to increase awareness in the target market by 30% and effectively increase the number of participants by 20% which compared to the event realized in 2012, it will be expressed into at least 280 more participants than last year.

REFERENCES

Texas Tech University Health Science Clinic. (2013). Retrieved from: http:/www.ttuhsc.edu

San Angelo University - Laura W. Bush Institute. (2013). Retrieved from www.angelo.edu

Olson, E. (2012, 10 24). Campaign tries to help defuse bullying. New York Times. Retrieved from http://www.nytimes.com/2012/10/24/business/media/campaign-tries-to-help-defuse-

bullying.html?_r=0

Let Girls Be Girls. (2013). Retrieved from http:/www.mumsnet.com

Girls For A Change. (2013). Retrieved from http:/www.girlsforachange.org

Girls on the run. (2013). Retrieved from http://www.girlsontherun.org

Billboard advertising in 300 cities. (n.d.). Retrieved from http://www.bluelinemedia.com/ billboard-advertising

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