““Everybody plays, Everybody plays,

everybody wins”everybody wins”

About LafayetteAbout Lafayette

Lafayette is a small, 12-person, firm dedicated to helping local charities and non-profits achieve their PR goals.

Lafayette Listens

Lafayette is There

Lafayette Cares

Who is the Boys and Girls Who is the Boys and Girls Club?Club?

Respected.Trusted.

Community Building.

Your CommunityYour Community Over two-thirds of children in

Southeast Washington are raised by a single parent.

These children are more likely to live in poverty and to become involved in crime.

But… The Boys and Girls Club

offers hope to this community.

The FactsThe Facts

Children who participate in organized sports are:

More disciplined, Display leadership skills,

and Are less likely to be

involved in crime.

How Will We Reach Them?How Will We Reach Them?

Engage the community on their terms to gain greater understanding of needs and how the Greater Southeast Boys and Girls Club can meet them.

Recognize work already done for the club by committed volunteers and leaders, and reaffirm their commitment to the club and community.

Connect with prominent leaders, role models and respected groups in the community to build visibility.

Turn awareness into action by having families sign their youth up for sports at the Greater Southeast Boys and Girls Club.

Our StrategyOur Strategy

Strategic PlanningStrategic Planning Lafayette approaches strategic

campaign planning with your identity, your best features and your constituency in mind. Your community is your audience, and so Lafayette aims to use only the media outlets that meet the needs and demands of the community.

Encouraging EnrollmentEncouraging Enrollment

Getting people into the facility through organized spectator events.

Using Research Using Research StrategicallyStrategically

We will identify gaps in current area sports programming.

We will pinpoint the sport(s) with the most popularity and community interest, and incorporate a strategic recruitment effort for those sports in initial rollout efforts.

The RolloutThe Rollout

““Recruiting” and “Drafts”Recruiting” and “Drafts”

Bringing in a Washington sports star Bringing in a Washington sports star with a big heart.with a big heart.

ArenasGuzman

Campbell

Strengthening VolunteersStrengthening Volunteers

Lafayette recognizes the extraordinary efforts of volunteers and leaders who support their community. Incentives will be provided to redouble their commitment to the youth and the community.

Your AudiencesYour Audiences

Internal Audiences Committed workers. These are the community coaches,

staff, volunteers and donors at the Greater Southeast Boys and Girls Club.

Committed leaders. These include the members of the Greater Southeast Boys and Girls Club board of directors, as well as supportive public officials, business leaders, corporate donors and members of Washington area professional sports teams.

External Audiences Parents, grandparents and caregivers. This is the

primary audience. Children and adolescents ages 5 to 18. This is the

secondary audience. Coaches, role models and teachers

EvaluationEvaluation

We will evaluate each phase of the campaign by conducting quarterly reviews. By setting initial benchmarks prior to launching the campaign, statistics can be revisited every three months to analyze our progress.

BudgetBudgetMedia

Outreach, $97,500

Market Research, $65,000

Strategic Planning / Rollout, $162,500

Proposed TimelineProposed Timeline

JULY 2008

AUG2008

SEP2008

OCT2008

NOV2008

DEC2008

JAN2009

FEB2009

MAR2009

APR2009

MAY2009

JUN2009

Research

Campaign Development

Campaign SustainingLevel

CampaignLaunch WeekRollout

Campaign Maturity Level

EvalEval

Strategic Planning/Campaign Development

Meet Our TeamMeet Our TeamMarceia CorkCreative Director

•11 years experience•Oversees tv, radio and print campaigns

Alison NagyResearch Associate

•MBA Marketing U. of Chicago•Expertise in research and analysis

Kelly MoronesStrategic Comm. Director

•15 years experience•Specializes in campaigns for community and educational groups

Mayra Lopez-de-VictoriaMedia Associate

•With us since 2002•Directed external affairs for FEMA

Our ClientsOur Clients

Recent Campaigns

Increased local applications for American University’s Kogod School of Business. The YWCA saw attendance in their classes and programs increase by 17 percent after a similar local campaign. Both of these campaigns involved advertising on the Metro system, targeted cable advertising, and various special events.

Record number of food and money donations for a single month. Planned the annual Blue Jeans Ball at the Marriott Wardman Park. Event brought appx. 1,000 donors for a casual dress ball. Event was featured on all four local broadcast news stations and had a Washington Post story on the front page of the Metro section.

““Everybody plays, Everybody plays,

everybody wins”everybody wins”