Big Brothers Big Sisters Campaign

Big Brothers Big Sisters

Campaign

Agency Information• Past Clients

Agency Information• Mission Statement• What We Do

Our Client BBBS opening

Big Brothers Big Sisters • Public/Private Ventures• 1915• Duval, Clay, Flagler, Nassau, Putnam and Volusia

counties• Their mission

Executive Summary • Campaign for Big Brothers

Big Sisters of Northeast Florida

• May 1, 2013 • Our goal• Target audience • Host events: Jacksonville

Suns, Jamie Foxx, 100 Black Men of Jacksonville Inc.

• Evaluation

Situation Analysis •Worldwide Organization•International Website

Situation Analysis• Need to increase volunteer participation of

males and African American males by 50 percent

- New events, donors, sponsors

Situation Analysis• Proactive organization

Situation Analysis• User-Friendly Websites

Secondary Research • From Big Brothers Big Sisters website• Impact on children from 6 to 18 years old

Secondary Research• BBBS Mission• Three programs: Community-based mentoring,

school-based mentoring, and workplace mentoring.

Secondary Research• Jacksonville Children’s Commission • United Way of Northeast Florida

Secondary Research• As of Feb. 11, 2013, there are 121 African-

American male volunteers.• 1,009 active volunteers total. • Three-fourths of the mentees in Northeast Florida

are non-caucasion.

Proposed Primary Research

Focus Groups: • Within the organization• Volunteer feedback Surveys: • Gather feedback from businessmen in the

community • Survey Questions

Overall Campaign Goal:• To increase participation of

male volunteers and to promote awareness of the Big Brothers Big Sisters organization.

Audience Analysis 1. Local male professionals2. Local black male professionals3. Local Businesses

Campaign Objectives• Objective 1: To increase participation of African

American males by 15 percent before April 31, 2014.

 • Objective 2: To increase circulation of ads within

local community newspapers, websites and other media by 12 percent before Feb. 1, 2014.

Tagline “Forming lasting partnerships for life.”

Strategies and Specific Tactics

• Update Social Media Networks

Strategy Two• Increase awareness in local community outlets

Strategy Three• Advertisements and Public Service

Announcements

Strategy Four• Partner with 100 Black Men of Jacksonville Inc.

Strategy Five• Partner with the Jacksonville Suns

Appreciation Event • The BBBS Black Tie Event in April 2014

SWOTStrength:• Match Support: Matching Big with Little• One year commitment with Little• Helpful for single parent homes, children

growing up in poverty and coping with incarcerated parents

Weakness:• Mistaken for Boys & Girls Club of Northeast

Florida• More than 70 percent of children waiting for a

Big are boys• No advertising budget

SWOT• Opportunity:

• To continue bringing children to mentors, with no cost on mentoring

• To continue to build trust and friendships of Big with Little

Threats:• Lacking participation of African American

males• Competitors (Boys & Girls Club of Northeast

Florida and YMCA) • Littles are on a waiting list, could go to

another organization

May 2013- May 2014 July 2013• 100 Black Men of

Jacksonville August 2013• Contact radio

stations for air time

September 2013• Hire intern• Flyers and PSA

January 2014• Jamie Foxx

March 2014• Jacksonville

Suns Game

Timeline

Budget• Total Budget: $25,000

• Jamie Foxx Barbecue Event• Flyers and Brochures • Advertising • Printing Surveys • End of the year Black Tie Event

• Total Cost: $24,973.63

Evaluation• May 2014• Pre-evaluation

done in May 2013• Promotional

material through social media

• Adjustment registry

In Closing • BBBS Closing