innate pr - new business pitch
DESCRIPTION
This presentation was given to Robert Quezada of the Boy Scouts of America, Inland Empire Council. As part of a public relations management course, my team of six students was asked to respond to BSA's need for community engagement and scout troop leads. After some alterations to our campaign, we carried out the plan in the fall of 2010. A separate slideshow explains our success here: http://slidesha.re/iKUDHY.TRANSCRIPT
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Innate Public Relations fulfills Orange County's public relations needs through organic, results-oriented communications plans,
with a vision to create a stronger and healthier community.
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Public Relations Proposal
Presented by Innate Public Relations
Presented to Mr. QuezadaMarketing Chair, California Inland Empire Council
Boy Scouts of America
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….ready to grow as part of the Hispanic community of Southern California.
“For regions like the Inland area, the Latino outreach is a matter of survival.” – David Olson The Press Enterprise March 2010
The Boy Scouts are…
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“…many Latino parents speak little or no English, and few Scout employees speak Spanish.” – Joseph Daniszewski, CEO of California Inland Empire Council, The Press Enterprise March 2010
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Increased public awareness of Boy Scouts of America, particularly in Hispanic communities.
Recruit males ages seven to 11 to the Cub Scout program.
Promote the 100th Anniversary of BSA.
The BSA has asked for…
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Increase number of Boy Scout members in the Inland Empire by 15%
Increase number of Hispanic Boy Scout members in the Inland Empire by 15%
Increase membership ages seven to 11
Celebrate the BSA 100th Anniversary
Innate Public Relations will:
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100 years of established credibility in U.S. culture
Strong understanding of branding
BSA Handbook translated into Spanish helps CIEC
Scoutreach program subsidizes low-income members
BSA Strengths
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Lack of bilingual staff members and volunteers
Lack of translated online materials available in Spanish
BSA Weaknesses
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Existing media relations
Strong connection to religious institutions
Increasing Hispanic population in Inland Empire60% of public school students are
Hispanic/Latino in the Inland Empire
BSA Opportunities
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Competition from modern distractions
Negative press associated with recruitment standards
Competition from other youth programs
4H YMCA AYSO
AFTER-SCHOOL SPORTS
BSA Threats
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An estimated 4.1 million people live in the Inland Empire43% of those are Hispanic60% of public school children in Inland Empire are
Hispanic20% of Scouts identify themselves as Hispanic
Demographics
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Key observations:
78% of Inland Empire residents identify themselves as Christians
Approximately 14% of homes are headed by a female.
Psychographics
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Fiscal resources have been invested in marketing and advertising, according to an article by the Press-Enterprise.
Public relations may be a more cost-effective option to reach BSA’s goals.
BSA-CIEC is facing less than ideal membership enrollment, due in part, to a lack of engagement with Hispanic communities
Situation Analysis and Core Problem
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Objective 1: MembershipIncrease overall Scout membership in
Inland Empire by 15% before Feb. 28, 2011.
This will improve the organization’s diversity, build a stronger community and reach the goal of increasing awareness for BSA.
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Objective 1: MembershipKey Public: Parents of boys ages seven to 11 outside of BSA
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Objective 1: MembershipMedia Relations
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Objective 1: MembershipSTORY IDEAS:
Profile story on a Scout’s growth through BSA
Back to Den Night
Post-Scout for Scouts CampaignProfiles number of Scouts recruited and the
success of the campaign
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Objective 1: MembershipOnline Media – Why?
Before deciding whether to purchase recommended products or services, more than four-out-of-five consumers (81%) will go online to verify those recommendations.
-Cone Inc. Online Influence Trend Tracker
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Objective 1: MembershipFacebook Vanity URL
(facebook.com/bsaciec)
Facebook landing tab highlighting Back to Den Night and Scout for Scouts
Twitter page (twitter.com/bsaciec)
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Utilize #scout4scouts hash tag on Twitter so that current parents can tweet about their child’s experience, while reaching new potential Scout parents.
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Objective 1: MembershipTactics:
Re-vamp website to include Scout for Scouts and Back to Den Night logos
Announce Back to Den Night through Monday Memo. E-mail will have a “share” button that allows users to e-mail to friends or send the memo as a link.
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Objective 2: Diversity
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Objective 2: DiversityIncrease the number of Hispanic scouts in
Inland Empire by 15% before Feb. 28, 2011.
As population of Hispanics in the Inland Empire remains high, BSA must appeal to this growing audience in order to maintain its membership numbers.
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Objective 2: DiversityEliminate the language barrier between BSA and potential scout parents
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Objective 2: DiversityTranslate all website material into Spanish.
Create easy-access link for Spanish website
Translate Monday Memos into Spanish for parents
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Objective 2: DiversityMake announcement at Back to Den Night
that bilingual volunteers are needed.
Communicate the need for bilingual volunteers through Monday Memo.
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Objective 2: DiversityTarget potential bilingual volunteers through
websites and message boardsPost query on Volunteermatch.com
Strategy:
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Itemized BudgetEstimated Cost to Boy Scouts of America:
$52535 hours X $15/hour
Labor is the only cost.
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EvaluationIPR will observe: Increased number of Scouts Increased event attendance Pre- and post event surveys Volunteer count Increases in media impressions Facebook interactions Website analytics
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Reporting procedures
Weekly IPR team meetings
Weekly status reports between Executive Director and client via phoneReport will outline evaluation of campaign
success
Ongoing e-mail communication with client
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Why we’re right for the BSAFully understand the needs of BSAResearch to understand demographics
and our publicsWord-of-mouth and social media
campaigns are backed by researchProvide a welcoming environment for all
communities
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Thank you sincerely from
Innate Public Relations for the opportunity to
serve the Boy Scouts!