nlp executive summary
TRANSCRIPT
Building Brand Awareness & Driving Donations for the Neighborhood Longhorns Program
Presented by Payton SchrammJanuary 8, 2015
5 What was our research method?
• Online Qualtrics Survey – 106 respondents
• 82 females
• 24 males
– UT Affiliation
• 71 current students
• 31 UT alumni
• 2 parents of current students
• 1 current UT faculty/staff member
• 1 respondent with no UT affiliation
6 What are people saying?
44% 83%55%
Word of Mouth
Of respondents who
previously knew of the
NLP cited “word of
mouth” as the way
they learned of the org
BEVO Fans
Of respondents stated
they’d be interested in
joining a BEVO fan
club with tiered
membership levels
Photos with BEVO
Of respondents would
be interested in taking
graduation pictures
with BEVO
56%
A Valuable Program
Of respondents
ranked the NLP as
very valuable to the
community
9 How will we approach the campaign?
• Strategic Approach
– Creating cohesive campaign messaging to bridge the NLP, Silver
Spurs, and BEVO
– Uniting each of the campaign executions under one
11
TV STATION
PARTNERSHIPSRADIO IN-GAME VIDEO DIGITAL ADS
Where will the campaign be featured?
POSTERS &
BANNERS
13 Which social media tools should be used?
At 33% Facebook was the
most popular social site
for news
At 16%,
Instagram was a
distant second
Twitter, at 12%,
was third
15 Announcements at sporting events
Research shows that of the respondents, awareness of in-game
announcements and interactivity is low. By improving the in-game
announcement experience, attendees will gain more exposure to the NLP.
Of respondents didn’t notice the in-game NLP announcements during UT games
85%
16 Announcements at sporting events
• Current Challenges
– Announcements aren’t always given at opportune times
– Fans are not completely aware of the NLP
– Current announcements lack an interactive element
– Current CTA maybe asking for too high a donation
17 Announcements at sporting events
• Recommendations
– Create a matrix for in-game announcements to maximize visibility and
avoid clutter
– Highlight the children, by featuring more engaging on-field elements
– Feature content showing coaches and players involved with the NLP
19 The BEVO Fan Club
• Current challenges
– One-time, one membership level
– Weak affiliation between BEVO Fan Club and NLP
20 The BEVO Fan Club
• Create Different Membership Levels
– BEVO Buckaroo - $10
– BEVO Buddy - $25
– BEVO Spur - $50
– BEVO Handler - $100
21 The BEVO Fan Club
• Improve Affiliation with NLP
– Utilize social media campaign
– Promote NLP being BEVO’s non-profit
23 Checkout Charity campaign
By partnering with businesses in the local
community, we are increasing the
likelihood of increased awareness.
70%Of respondents who would
not donate to support BEVO,
said that they would donate
$1 to BEVO if they knew it
supported a non-profit
24 Checkout Charity campaign
University Co-Op
• $1 Bail of Hay
H-E-B
• “Round-up your purchase to support
children in the Neighborhood Longhorn
Program”
Other Partners
• Implement new partnerships
26 Introducing new BEVO merchandise
Research and past initiatives show that there is a clear interest in branded
BEVO merchandise. A new campaign can take merchandise to new
heights.
Of respondents would be interested in taking graduation photos with BEVO
83%
27 Introducing new BEVO merchandise
• Past initiatives
– Point of purchase donations
– Partnership with local pasta sauce
– NLP BEVO bags at HEB
• New avenues
– Continuing BEVO bags
– Better connection with ad-
campaign
– Wider variety of merchandise
– Kitchen towels
– Socks
– Ornaments
– Picture frames
– Salt & Pepper shakers
29 How to increase student involvement?
63%Choose not to donate
due to financial
restraints, 13% do not
identify with a particular
cause/organization 51%Choose to donate
due to a desire to
be involved in a
group/community
44%Have heard of
NLP through
word of mouth 78%Respondents had not
previously heard of the
Neighborhood Longhorns
Program
37 Projected Awareness Through Targeted Planning
22%2014, Current Status
75%2016, Future Status
53%Increase in awareness in
the next 12 months
38 Internal Recommendations
Quarterly Reports
Studies have shown that a factor
to why people do not donate is
because they are unaware of
how their money is being used.
A quarterly report that provides
financial overview of how money
is being spent and the benefits
that they funds have provided
will help combat this fear factor.
To not overwhelm donors and
NLP staff who are busy, we feel
that quarterly to annual reports
are good check points.
Interns
Interns can provide manpower to complete tasks such as social media postings, event planning/coordinating, and daily tasks.
Number of Interns: 1-2
This person will work closely with the Neighborhood Longhorn Program marketing, events, sponsorship and membership teams to implement events and programs.
CRM Database
This database helps keep track
of new ad returning donors.
Have this database gives NLP
staff address information that
they can use to send mail out
for upcoming donor events and
donation opportunities (Amplify
Austin, NLP Day, Restaurant
partnerships, etc. )