BBBSSA BayFair Branding Plans Book

The BIGGainCampaign

Big BrothersBig Sisters of

South Alabama

"The delicate balance of

mentoring someone is not

creating them in your own

image, but giving them the

opportunity to create

themselves."

- Steven Spielberg

Bayfair Branding 2016

A U T H O R S

BayFair Branding acknowledges and

thank Big Brothers Big Sisters of

South Alabama for providing the

opportunity for our agency to create

a campaign that can have a positive

impact on the community. We also

extend our thanks to Dr. Anderson

for guiding our agency along this

academic journey.

Jessica Bodden

Sanders Middleton

Ad Copy Director & Co-Research Director

Art Director & Co-SalesPromotion Director

Heather Bullard

Sarah Hay

Public Relations Director & Co-Sales Promotion Director

Media Director

26

63

Victoria Jackson

Account Executive &Co-Research Director

A C K N O W L E D G E M E N T S

T A B L E O FC O N T E N T S

. . . . . . . . . . . . . . . Secondary Research.

33

41

. . . . . . . . . . . . . . . . Problem Statement

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . SWOT

. . . . . . . . . . . . . . . . . . . . . . . . . . . . Publics

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Goals

. . . . . . . . . . . . . . . . . . . . . . . . . . Budget

. . . . . . . . . . . . . . . . . . . . . . . . . Evaluation

. . . . . . . . . . . . . . . . . . . . . . . . Appendices

. . . . . . . . . . . . . . . Competitive Analysis

. . . . . . . . . . . . . . . Past Communication/ Marketing Efforts

. . . . . . . . . . . . . . . . . . . . Media Research

. . . . . . . . . . Description of Key Publics

. . . . . . . . . . Implementation Schedule

. . . . . . . . . . . . . . . . . . . . . . . . Objective 1

. . . . . . . . . . . . . . . . . . . . . . . . Objective 2

. . . . . . . . . . . . . . . . . . . . . . . . . Objective 3

. . . . . . . . . . . . . . . . Situational Analysis

. . . . . . . . . . . . . . . . . . Primary Research

. . . . . . . . . . . . . . . . . . . . . . . . Objective 4

1

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15-16

17

18

19

Based upon our primary research,

100% of the 11 personal interview

respondents were aware of the

national Big Brothers Big Sisters

organization and the BBBSSA

chapter. Specifically, we found that

78.5% percent of the 96

questionnaire respondents were

aware of the national organization,

59% are aware of the BBBSSA

chapter and 48.4% are aware of the

services provided by the client.

These findings illustrate that the

male sample is aware of the Big

Brothers Big Sisters national

organization and the South Alabama

chapter, but there is a significant

decrease in awareness of their

specific services.

Another common theme found is

the overwhelming evidence that the

primary research we received is

opposite of our secondary research

findings. According to our secondary

research, reasons for men not

wanting to volunteer included: not

having enough time, feeling

unqualified to mentor, associating

mentoring as more of a woman’s role,

and knowing the benefits of

mentoring.

In order to further investigate

whether these secondary research

conclusions are true, we applied

those concepts to our questions in

our primary research questionnaires.

The answers received in the

questionnaires were the opposite of

what we had originally gathered

from our secondary research.

Conclusively, the reasons men

don’t volunteer or mentor in the

community derive from internal

motivational barriers rather than

external factors. Improving

awareness for an organization’s brand

and services is a manageable goal;

however, appealing to men’s internal

motivations to mentor is a potential

difficulty moving forward. Our

primary research has taken away pre-

supposed reasons for the barriers

preventing men from mentoring. The

focus becomes appealing to males and

minority males’ internal motivations

to mentor, and implementing a

campaign to show the benefits a Big

can receive through a relationship

with a Little. Another difficulty, is that

improving BBBSSA’s marketing

strategy is a costly goal and will

require creating fundraising events to

aid the nonprofit organization.

The nonprofitorganization, BigBrothers Big Sistersof South Alabama,is in need of maleand minority malevolunteers to serveas Bigs.

P R O B L E M

SituationalAnalysis

B B B S S A | 1

he primary goal of the

secondary research was to find out

the solution to Big Brothers Big

Sisters of South Alabama

communication problem: to figure

out why males, in general, aren’t

motivated to volunteer as mentors.

The organization provided reasons

they have come across during their

own experiences during recruitment

measures. The reasons BBBSSA

provided were: men can't devote

enough time for a mentor

relationship, they don’t feel qualified

to be a mentor and mentoring could

be an expensive endeavor. These are

a few of the reasons we explored,

along with others we found in our

secondary research.

To complete our primary goal,

several different academic sources

were used to gather research

concerning men and their

motivations behind volunteering.

Our methodology included using

peer reviewed academic journals

archived in online databases

through the Marx Library at the

University of South Alabama.

Credible organizations such as

Corporation for National &

Community Service and MENTOR

released articles reviewing their

national survey research

findings. We also found census data

for national and local statistics came

on government census websites.

ig Brothers Big Sisters of South Alabama (BBBSSA) serves Mobile,

Baldwin, Escambia, Clark and Monroe counties. BBBSSA was established in

1995, in Mobile, as the BBBSSA YMCA, and became independent as the

BBBSSA in 2012.

BBBSSA offers two one-on-one mentoring programs.They provide a

school-based program for Bigs and Littles to meet up for one hour-per-

week on the child’s school campus. The second option is a community-

based program that consists of a Big and Little meeting for four-to-six

hours per month in their surrounding community. A Big and a Little are then

matched for at least one year. Typically in the school-based program, the

match starts at the beginning of the school year and continues until the end

of the school year.

ORGANIZATION ANALYSISB

T

OBJECTIVES/METHODOLOGY

Each Big is professionally trained in person and online. They also

undergo personal interviews and a background check. Every Little is also

interviewed, along with the parent/guardian of the child for maximum

match compatibility. In school-based, the teacher is also interviewed.

During the first three or so months of a match, interviews between

BBBSSA staff, the Big, the Little, parent/guardian, and teacher takes place

to make sure the match is realistically a good fit. BBBSSA has an office in

downtown Mobile with a staff of six people, including: CEO, Aimee Risser;

VP of Programs, Kelly Qualls; two School-based Match Specialists, Diane

Cook and Katrina Evans; a Community-based Match Specialist, Amie

Martin; and a Match Support Specialist, Cindy Rathle.

While Big Brothers Big Sisters is a well-respected organization to those

who know or participate in it, most of the population either does not know

about BBBSSA, or is involved in other organizations.

B B B S S A | 2

SECONDARY RESEARCH

PrimaryResearch

interviews were conducted. Themajority of the respondents wereWhite/Caucasian and African-American. A major trend found inthe primary research came fromthe awareness of the existence ofBBBSSA, but not the specificservices provided. The externalreasons discouraging men frommentoring found in our secondaryresearch were not found in theconclusions drawn from ourprimary research. Instead, ourconclusions are that BBBSSAneeds increased awareness of theservices they provide, and thefocus should be on the internalreasons behind not volunteeringor mentoring rather than theexternal factors.

The primary research providedinsight into the motivations ofmen, with an emphasis on African-American men, and why they do ordo not volunteer; specifically,formal mentoring throughBBBSSA. In order to discoverthese motivations, ourmethodology included surveys andpersonal interviews. Two surveyswere created: one for the generalmale population and one cateredtowards male college athletes. Thesurveys contained 15 Likert scalequestions, while the personalinterview guide contained fivequestions and were open forexpansion or variation based uponthe circumstances. Over thecourse of two weeks, 115 surveyswere completed and 11 personal

B I G B R O T H E R SB I G S I S T E R S O FS O U T HA L A B A M A

B B B S S A | 3

SWOTANALYSIS

• Funds dependent upon donor support

• In need of effective brand marketing

• Community lacks awareness of services provided by

BBBSSA

• In need of male and minority male Bigs

• Professional and structured mentor training

• One-on-one mentoring: school-based or

community-based

• Committed program lasting one year

• Lasting relationships between Bigs and Littles

• To gain more male and minority male Bigs

• Can show the benefits of professionally trained mentors

• To improve their community awareness and brand image

to potential Bigs and Littles

• Competitors (other mentor organizations)

• Churches and faith-based organizations

• Negative pre-conceived perceptions of BBBSSA

STRENGTHS

THREATS

WEAKNESSES

OPPORTUNITIES

B B B S S A | 4

Initially, BayFair Branding began the research process with a broad scope: to research the statistics,

behaviors and motivations behind why people volunteer as a whole. At the core of volunteering, there

are psychological influences in effect and there are different types of volunteering available. The

motivations and behaviors of volunteering are vastly different between men and women. From a broad

scope, BayFair Branding narrowed the volunteer research to specifically explore the motivations

behind mentoring. We also focused upon why males and African-American males choose to or opt out

of mentoring as a volunteer opportunity. With a better understanding of volunteering, specifically

mentoring, and as it pertains to men and African-American men, BayFair Branding takes this as the

foundation upon which the Big GAIN Campaign is able to stand.

PUBLICS

B B B S S A | 5

The mentoring industry has grown exponentially. The number of adults in formal one-to-onementoring relationships grew 19 percent from 2.5 million in 2002 to 3 million in 2005(Mentoring in America, 2005). This increase is a clear indication that the mentoring field ismaking progress in its efforts to close the mentoring gap between underprivileged childrenand available mentors. Fortunately, the mentoring gap of 15 million in 2005 has beenreduced to 9 million in 2015, according to mentoringgap.com. These trends are indicative ofthe advancements the industry is striving to make.

Other organizations providing mentor programs like BBBSSA, are: Boys and Girls Club, TeamFocus, faith-based organizations and other after-school programs. However, the differenceslie within two types of mentoring offered: informal and formal. BBBSSA offers a formal,structured program that provides professional guidance and support for the Bigs throughoutthe mentoring process. Informal mentors do the same type of work, but without the supportof an organization; thus, it’s more freelance.

COMPETITIVE ANALYSIS

B B B S S A | 6

BBSSA has quite a few various

promotions over the year to help

spread awareness of their

organization. Bowl For Kids’ Sake is

the leading annual fundraiser hosted

by BBBSSA to help raise money for

the South Alabama chapter. This

annual event includes half a million

people across America joining

together to have a good time and

raise money to help support BBBSSA

as they change the future of

struggling children. Each team

consists of five to six bowlers who

raise at least $100, making the team

total at least $500, if not more. An

individual who does not want to bowl

has the option to donate to a specific

B bowler/team online to help reach their

team goal. The donations of this event

help to conduct background checks on

potential Bigs to ensure child safety

and provide continuing support for

children, families and volunteers to

build and maintain long-lasting

relationships.

BBBSSA partners with many other

organizations like the Fuse Project,

which was founded by a group of young

professionals who create charitable

events to raise money for

underprivileged children. One of their

most successful events is the annual

Dragon Boat Festival which is a fun and

friendly boat race competition.

The Fuse Project uses the money

raised from the annual Dragon Boat

Festival to partner with Big Brothers

Big Sisters of South Alabama,

Soccer4Life, Mobile County Public

Schools, Prichard Preparatory and the

Exploreum to develop projects that will

have a direct impact on Gulf Coast kids

In addition, BBBSSA is partnered with

the My Brother’s Keeper Initiative and

Americorps VISTA. Members of

Americorps VISTA have been tasked to

BBBSSA in effort to recruit more male

Bigs. The My Brother’s Keeper

Initiative’s main effort is to help African-

American boys have better

opportunities afforded to them.

PASTCOMMUNICATION/MARKETINGEFFORTS

B B B S S A | 7

MEDIACONTACTLIST

MEDIARESEARCH

FundraisersRaising Cane'sBen AllemanGeneral [email protected] Airport BlvdMobile, AL 36606251-471-9455

Print

A majority of BBBSSA’s media coverage has been featured on FOX10News within the last year. In February 2015, Aimee Risser, CEO ofBBBSSA joined “Big of the Year” Chris Lee, the Executive Director of theJL Bedsole Foundation. During this media coverage, Risser and Leeexplained the importance of the mentoring program and attempted toencourage adults, especially male adults, to volunteer as a Big. Duringthe summer, members of BBBSSA spoke on FOX10 about how “MyBrothers Keeper” was teaming up with the organization for a MentorRecruitment Drive. They explained that “My Brothers Keeper” is anationwide call to action by President Obama for communities, non-profit organizations, private-sector businesses, local education agenciesand city leadership to create solutions for systematic opportunity gapsfaced by young men of color. Later in the year, Aimee Risser joined Gregory Willis of AlabamaInsurance Agency on FOX10 to talk about “The Big Event” whichcelebrates BBBSSA’s current Corporate Big Community Partners andkey donors. “The Big Event” also allows the organization to share theirmission with potential new community partners and supporters. BBBSSA also has a YouTube channel that features videos of Bigs andLittles who speak about how their experience with the one year programhas helped them form special bonds with each other and how the one-to-one mentoring programs benefit the community by guiding the future ofour youth.

University of South AlabamaPublication ServiceWarren Blackmon/ MichaelPreston/ Bo [email protected](251)-380-2828

Radio

WJTQ 100.7Gary NolenOperations Manager/ [email protected](850)-478-6011

WDLT 98.3 & WBLX 92.9Laura EnglishLocal Sales ManagerCumulus [email protected](251)-652-2025

WOSM 103.1Kipp GregoryGeneral [email protected](228) 872-8824

B B B S S A | 8

The "white collar" key public includes African-American and

Caucasian men who obtain occupations such as medical

professionals, businessmen, accountants, bankers and

lawyers. These men are married, with kids, are committed

and dependable. They're educated with at least a bachelor's

degree.

White Collar Men

The "blue collar" key public includes African-American and

Caucasian men who occupy occupations such as plumbers,

electricians, factory workers and mechanics. The "blue collar"

employees are dedicated and hardworking while being

accustomed to a routine schedule. These men are either

married (with or without kids) or single and have at high school

education or a particular type of certification.

Blue Collar Men

The "community men" public includes African-American

men who uphold jobs such as politicians, ministers and religious leaders,

social workers, human resource workers, community leaders and older

college males. These men are heavily involved in the community through

their organizations and jobs. Therefore they are culturally conscious,

meaning, they have an awareness of their own culture, while being

able understand other cultures.

Community Men

B B B S S A | 9

Description ofKey Publics

G O A LBig Brothers Big Sisters of South Alabama

"To increase the number of male and minority male volunteer Bigs, especiallyAfrican-American Bigs, by 10% by December 31, 2017. "

B B B S S A | 1 0

OBJECTIVE 1

Create tangible f lyers to with a

cleaner, concise aesthetic with an eye-

catching focal point.

Write a 15-sec radio spot for WJTQ 100.7

FM The Jet, WDLT 98.3 FM

Increase the awareness of the professional servicesprovided by BBBSSA to potential male Bigs from

40% to 60% by May 1, 2017.

Inform white collar, blue collar and community men about the

unique personal training provided for Bigs by engaging them

through traditional media.

STRATEGY

TACTIC 2TACTIC 1

B B B S S A | 1 1

OBJECTIVE 2

Create a social media

management plan in order to

util ize their Facebook and

Twitter accounts. A program

such as Hootsuite can be

implemented to reduce the

amount of t ime spent per week

managing social media.

The "Pass the Torch" video challenge

includes a male creating a brief video

testimony about another male who

served as their mentor. The testimony

will include the positive impact the

mentor made on the person's l ife. The

video challenge participant wil l then

encourage three other specific people to

either make a video themselves or

donate to the BBBSSA chapter.

Implement #PasstheTorch

on the social media platforms of

Facebook and Twitter

Engage 200 people to participate in the BBBSSA "Pass theTorch" campaign video challenge, generating 200 video

responses on social media by May 1, 2017.

STRATEGY

TACTIC 2 TACTIC 3TACTIC 1

B B B S S A | 1 2

Inform potential Bigs of the personal benefits and gratif ication

gained from forming a positive relationship with a Little

OBJECTIVE 3

Write 15-sec radio spot for WBLX 92.9 FM,WOSM 103.1 FM

Strategically place designed flyers in African-

American barber shops, businesses, churches,

restaurants and at public events.

Recruit 15 African‐American male Bigs by May 1,2017.

Establish a presence and visibil ity in the African-Americancommunity by uti l izing two specific communication tools.

STRATEGY

TACTIC 2TACTIC 1

B B B S S A | 1 3

OBJECTIVE 4

Facil itate a sponsorship with Raising Cane’sChicken Fingers on Airport Blvd.

Raise $1,500 by May 1, 2017through a restaurant chain sponsorship catered

towards the male demographic.

Through the sponsorship fundraisers, the money wil l be usedto fund the radio spots and PSA announcements.

STRATEGY

TACTIC

B B B S S A | 1 4

BBBSSA is a non-profit organizationwho depends on donations for its budget.In order to get around this problem, wehave decided to use donations brought inby the implementation of the BIG GAINCampaign Challenge. Because of the needto pay for the other expenses before themoney from the challenge donations isbrought in, we suggest using a smallpercentage of the yearly budget for thebeginning and making up the money usewith the donations. We also have plannedfor multiple fundraisers at Raising Cane’sChicken Fingers on Airport Boulevard inMobile. Each fundraiser would be onenight for two-three hours, with 15% of allsales during the fundraiser going toBBBSSA. All money needed for pamphlets andflyers can be taken from the yearlybudget portion for those items. To savemoney on pamphlets and flyers, werecommend using the University of SouthAlabama Publication Services. For 200standard-paper 8.5 x 11 in. flyers, the costwould be .30¢each. For 200 brochure-style 8.5 x 11 in. pamphlets, the costwould be .70¢each, not including thefold charge or a charge for heavier paper.Overall, for 200 pamphlets (brochures),the total cost would be $135 for printingand folding. They can also help designbrochures, which would be an additional$48 per hour, but it is not a necessaryaddition if you choose not to use that part

of their services. Using USA PublicationServices as a non-profit organization willbe tax-free. Presenting current tax IDpaperwork results in tax elimination uponpurchase of the publications. There are a total of four radio stationswith radio spots being implemented inthe campaign. WJTQ 100.7 The Jet isbased out of Pensacola, Florida. For thisstation, we recommend usingpublic service announcements (PSAs)because they are free on this station. Theprocess for this is simple, using the emailaddress for the station in the mediacontact list, email the information youwish to air, with your contact informationand the organization name at least threeweeks in advance. Cumulus Broadcasting in Mobile ownsboth WDLT 98.3 and WBLX 92.9. OnWDLT, for a 15-second radio spot duringthe morning drive time is $50 per spot.They also have a popular Saturdayshow running from 6 a.m. to 7 p.m.; aradio spot for a 15-second spot on thisshow is $45. For WBLX, the prices are alittle different, but the breakdown is thesame. A 15-second spot during morningdrive time is $50. For the amount of spotswe have planned for the campaign, thetotal amount of money for WDLT wouldbe $1000, not including the $180 for theSaturday show; WBLX would be $1000.Individually, each round of spots wouldbe $250 each for both WDLT and WBLX,

not including the extra $45 for theWDLT Saturday show. For reference,morning drive time is from 6-10 a.m. Fornon-profit organizations, they have adeal where however manyadvertisements are bought, they willmatch it; this basically means, if 10 spotswere bought, they would run an extraten. Another advantage of these twostations is the option of a “customerneeds analysis meeting” with arepresentative of the stations. In themeeting, they would better be able totailor an advertisement schedule to thespecific needs of BBBSSA. Buyingvarious radio spots over the course ofthe year also allows for bundled prices;the meeting would go further in depthon the exact amount of money thatwould be spent for buying the spots inbulk for the entire year of the campaign. The last radio station is WOSM 103.1out of Ocean Springs, Mississippi. Alladvertisements for non-profitorganizations on this radio station arefree. The only downside is that there isnot set schedule or time for when the adwould run. They would simply talk aboutit on the station whenever they hadtime. The process for this is fairly easyto accomplish, simply email KippGregory, the general manager, for thestation at the email address provided inthe media contact list with theinformation you wish to air.

BBBSSABUDGET

B B B S S A | 1 5

Item

Repetition

Total Cost

TotalCost/Item

Actual Cost for Campaign

Individual Cost

FLYERS

PAMPHLETS

WJTQ

$2,483 $2,108

WOSM

WBLX

WDLT

WDLTSATURDAY

HOOTSUITEPRO

$0.30

4

12 $108

$0

$1,000

$1,000

$0

$0

$0$135

$0

$0

$1,000

$1,000

$180

$108

$0

16

20

$60

20

$0.70

$0

$0

$50

$50

$45

$9.00

200

FLYERS

200

16

Budget

B B B S S A | 1 6

EVALUATIONB I G B R O T H E R S B I G S I S T E R S

B B B S S A | 1 8

Objective 1:To increase the awareness of professional services provided by BBBSSA topotential Bigs from 40% to 60% by May 1, 2017.

Criteria: Conduct evaluative research to find out whether the awareness wasincreased by the desired amount.

Tool: Use the questionnaires from the primary research in the evaluativestage, and pass those out within the counties BBBSSA serves.

Objective 2: Engage 200 people to participate in the "Pass the Torch" video challenge,while generating 200 video responses on social media by May 1, 2017.

Criteria: The initial Facebook post/video will be posted to BBBSSA’sFacebook page and shared to their followers, sparking a chain of social mediabuzz.

Tool: Facebook analytics will provide BBBSSA the information necessary todetermine the amount of likes, shares and traffic brought to their Facebookpage and website.

Objective 3: Recruit 15 African-American male Bigs by 20% by May 1, 2017.

Criteria: BBBSSA will use their current Bigs and Littles demographicinformation to determine the possible increase of African-American Bigsthroughout the course of the campaign.

Tool: Compare the number of African-American Bigs BBBSSA has before thecampaign to the number of Bigs the organization has acquired after thecampaign has ended.

Objective 4: Raise $1,500 by May 1, 2017 through a sponsorship with Raising Cane’sChicken Fingers catered towards the male demographic.

Criteria: Keep track of the funds earned through the fundraiser andpartnership throughout the campaign year.

Tool: After the campaign year, count the funds earned and figure out the metor exceeded percentage total of the desired amount.

BAYFAIRB R A N D I N G

P L A N S B O O K A P R I L 2 0 1 6

Start Date: 5/1/2017

Weeks 1-7 8-14 15-21 22-28 29-4 5-11 12-18 19-25 26-2 3-9

Objective 1: Increase the awareness of the professional services provided by BBBSSA to potential male Bis from 40% to 60% by May 1, 2017.

Strategy 1: Inform white collar, blue collar and community men about the unique personal training provided for Bigs by engaging them through traditional media.

Tactic 1: Pamphlets

Tactic 2A: WJTQ Radio Spots

Tactic 2B: WDLT Radio Spots

Objective 2: Engage 200 people to participate in the BBBSSA "Pass the Torch" campaign video challenge, generating 200 video responses on social media by May 1, 2017.

Strategy 1: Inform potential Bigs of the personal benefits and gratification gained from forming a positive relationship with a Little.

Tactic 1: Pass the Torch Challenge

Tactic 2: #PasstheTorch

Tactic 3: Hootsuite Pro

Objective 3: Recruit 15 African-American male Bigs by May 1, 2017.

Strategy 1: Establish a presence and visibility in the African-American community by utilizing two specific communication tools.

Tactic 1A: WBLX Radio Spots

Tactic 1B: WOSM Radio Spots

Tactic 2: Flyers

Objective 4: Raise $1,500 by May 1, 2017, through a restaurent chain sponsorship catered towards the male demographic.

Strategy 1: Through the sponsorship and fundraisers, the money will be used to fund the radio spots.

Tactic 1: Raising Cane's Sponsorship

Tactic 2: Raising Cane's Fundraisers

Weeks 30-5 6-12 13-19 20-26 27-3 4-10 11-17 18-24 25-31 1-7

Objective 1: Increase the awareness of the professional services provided by BBBSSA to potential male Bis from 40% to 60% by May 1, 2017.


Tactic 1: Pamphlets

Tactic 2A: WJTQ Radio Spots

Tactic 2B: WDLT Radio Spots

November

JulyJune

Implementation Schedule May 1, 2016- May 1, 2017

May

JanuaryDecember


Strategy 1: Inform potential Bigs of the personal benefits and gratification gained from forming a positive relationship with a Little.

Tactic 1: Pass the Torch Challenge

Tactic 2: #PasstheTorch

Tactic 3: Hootsuite Pro

Objective 3: Recruit 15 African-American male Bigs by May 1, 2017.

Strategy 1: Establish a presence and visibility in the African-American community by utilizing two specific communication tools.

Tactic 1A: WBLX Radio Spots

Tactic 1B: WOSM Radio Spots

Tactic 2: Flyers

Objective 4: Raise $1,500 by May 1, 2017, through a restaurent chain sponsorship catered towards the male demographic.

Strategy 1: Through the sponsorship and fundraisers, the money will be used to fund the radio spots.

Tactic 1: Raising Cane's Sponsorship

Tactic 2: Raising Cane's Fundraisers

10-16 17-23 24-30 31-6 7-13 14-20 21-27 28-3 4-10 11-17 18-24 25-1 2-8



8-14 15-21 22-28 29-4 5-11 12-18 19-25 26-4 5-11 12-18 19-25 26-1 2-8


July


August

April

OctoberSeptember

MarchFebruaryJanuary


9-15 16-22 23-29

May

9-15 16-22 23-29 30-6


April

October

Learn More about Becoming a Big orEnrolling a Little

Big Brothers Big Sisters of South Alabama is the largest one-to-one mentoring organiza-tion in south Alabama. We are not your typical organization. We enlist volunteers, Bigs, to help children, Littles, realize their potential and build their futures. We nuture children and strengthen communities through two programs. Throught these two programs, we typically enroll children ages 6-12 and continue supporting the match through age 18.

Mission: Provide children facing adversity with strong and enduring, professionally supported one-to-one relationships that change their lives for the better, forever.

OUR PROGRAMS:Community-based program: This is the tradi-tional Big Brothers Big Sisters relationship. It is all about one-on-one time spent with the Little and Big in the community. The commitment is a minimum of one year with a goal of spending 4-6 hours per month together.

School-based program: This program is based out of 30 schools in the Baldwin, Mobile, and Monroe counties. This takes place during school-tme on the child’s school grounds. The commitment is one hour per week for the dura-tion of a school year.

Littles are…-Primarily from single parent families or are raised by extended family-Ages 6-12 males & females-Have the ability & willingness to de-velop a one-to-one relationship with a volunteer-Demonstrate a willingness to have new experiences

Parents and guardians must remain involved in the match and commit to at least one year of participation in the program.

Requirements to be a Big-Minimum one year commitment-Time commitment is one hour per week in school-based and 4-6 hours per month in community-based-Able to commit to a one-to-one rela-tionship-Minimum age requirement is 19-Has his/her own vehicle for transpor-tation and required state automobile insurance with valid driver’s license for those in the community-based pro-gram-Must complete all components of enrollment process including: back-ground checks, references, in-person interview and pre-match training-Be willing to communicate monthly with professional support staff

9 Dauphin St. Suite 101 - Mobile, AL 36602251-344-0536 - www.bbbssa.org

Enrollment Process for Parents/Littles

Staff will share program information & determine which program is the best fit for your child.

Meet with staff to complete application, in-person interview & training.

Staff conduct interviews, references & background checks with potential Bigs for your child.

All information provided about your child is taken into consideration when finding a Big for your child.

A Big is identified for your child.

Match meeting to introduce.

Note: Big Brothers Big Sisters reserves the right to accept or deny participants or close a match at any time.

Enrollment Process for Bigs

Match introduction meeting!

A Little is identified for you!

Volunteeer interview & orientation to ask any questions!

Take online training.

References & background checks take 4-6 weeks. In the meantime...

Meet with staff to complete required forms.

Mentoring Benefits

Impact on the Little:-provide stability-they are more confident-they are more likely to steer clear of drugs and alcohol-do better in school-get along better with family and friends-feel better about themselves-change their perspective on life-push them to set higher goals

Impact on the Big:-happier attitude-helps relieve stress-fosters a clear sense of purpose and self-acceptance-great way to network with peers-receive valuable training-resume reflects valuable experience-improve job performance-promotes leadership and skill development-life changing for most-it’s a lot of fun

Impact on the Community:-creates quantifiable social impact-helps bring community needs into focus-improved likelihood that more of our kids will graduate high school-provides skilled and talented volunteer pool, as professionals-mentoring transforms potential “taxtakers” into definite “taxpayers”

Pass the Torch

9 Dauphin St. Suite 101 - Mobile, AL 36602251-344-0536 - www.bbbssa.org

Be the light for the next generation.#PassTheTorch

Client: Big Brothers Big Sisters of South Alabama Stations: WJTG 100.7 FM, WDLT 98.3 FM Air Time: 6 to 8 a.m. during September 2016 and February 2017. “The Big GAIN Campaign” :15 Sounds Elements SFX: Lean on Me (Instrumental Version) – The O’Neill Brothers Group SFX: Song fades to low volume. SFX: Song volume rises to original volume.

Voice (Male) ANNCR VO: Men of leadership, do you want more gains? I’m not talking muscle gains, but life gains you can receive by mentoring a child. ANNCR VO: Mentoring makes a lasting impact in your community and on your life. ANNCR VO: Receive professional mentor training by the Big Brother Big Sisters of South Alabama and be prepared to make a difference. (57)

Client: Big Brothers Big Sisters of South Alabama Stations: WBLX 92.9, WOSM 103.1 FM Air Time: 6 to 8 a.m. during September 2016 and February 2017. “The Big GAIN Campaign” :15 Sound Elements SFX: Lean On Me – ACM Gospel Choir (Start at :18) SFX: Fade song to low volume. SFX: Song volume rises to original level.

Voice (African-American Male) ANNCR VO: What can the next generation gain from a man like you? ANNCR VO: You can have a rewarding relationship with a child in need as a mentor. ANNCR VO: Visit www.bbbssa.org to find out how you can receive professional mentor training and volunteer today.

http://www.bbbssa.org/

Client: Big Brothers Big Sisters of South Alabama Stations: WTJG 100.7 FM, WDLT 98.3 FM, WBLX 92.9 FM, WOSM 103.1 FM Air Time: 6 to 8 a.m. during September 2016 and February 2017 “The Big GAIN Campaign” :30 Sound Elements

Voice (Male) ANNCR: There is a need in our community for men of leadership to mentor the young men of the next generation. There are underprivileged children who have lost a parent, family member, or care-giver and they are in desperate need of a role model in their lives. ANNCR: Children who have a consistent positive influence are more confident, less likely to do drugs or alcohol, are better in school, get along better with friends and family and the children set higher goals in life. ANNCR: Mentoring only requires you to be yourself. I bet you already have the skills and abilities to be a mentor. Spend time with these children. It’s the most powerful act of all. ANNCR: Message provided by the Big Brothers Big Sisters of South Alabama

Raising Cane's Fundraiser

Information

Raising Cane's® strives to be active in as many areas of the community as we can. Wefocus on many areas, including Education, Feeding the Hungry, Active Lifestyles, PetWelfare and Business Development Entrepreneurship. Fundraising is one of the bestways for us to give back to our communities, and most of our Restaurants conductmultiple fundraisers every week. The following are the most frequently asked questionsabout how "Raising Funds with Raising Cane's" works:

Q. What types of organizations qualify for fundraisers with Raising Cane's?

A. Raising Cane's partners with a wide array of community organizations, including:

SchoolsParent/Teacher OrganizationsFaith-based organizationsPet welfare organizationsYouth sports leaguesScout groupsSororities & FraternitiesFood banksHealth improvement organizations (i.e., cancer societies, American Heart Association,etc.)and more (NOTE: we do not offer fundraisers for individuals, for political activities or for"For Profit" organizations)Q. What official paperwork do I need to include with my request for a fundraiser atRaising Cane's?

A. You must include a W-9 or EIN (employee identification number) AND a Taxpayer IDnumber with your Community Request.

To obtain a W-9 form, click here - http://www.irs.gov/pub/irs-pdf/fw9.pdfTo get your EIN or your Taxpayer ID number, will need to contact the leadership of yourorganization (i.e., School Activities Director, President, etc.).


Information

organization (i.e., School Activities Director, President, etc.).Additionally, you will be forwarded a Fundraiser Contract after approval of the event,which you must sign and return to Raising Cane's.Q. What will my organization receive by partnering with Raising Cane's for a fundraiser?

A. 15% of all sales (pre-tax) brought in by your fundraiser will be donated directly toyour organization. A check will be issued 4-6 weeks after your event. People attendingyour fundraiser will need to mention that they are at Raising Cane's to support yourfundraiser in order to be counted toward your total donation.

Q. When can my organization host an event at Raising Cane's?

A. Click on the "Community Request System" tab on the Raising Cane's website tosubmit your request for a fundraiser or other support from Raising Cane's. Please makeyour request well in advance of your desired fundraiser date. Raising Cane's typicallyschedules Fundraisers Sundays-Wednesdays every week.

Q. How often can I schedule fundraisers?

A. There is not a set limitation on the number of fundraisers that may be scheduled in thefuture. The key is that the event is successful, so schedule one fundraiser at a time andevaluate the success of the event with the General Manager of your Raising Cane's

Q. How does the "Raising Funds with Raising Cane's" program work?

A. Here is how it works:

Step 1 - You submit a Community RequestStep 2 - The General Manager of the Restaurant you selected reviews the CommunityRequest.Step 3 - You will receive an email or phone call from the GM to further discuss therequest and how Raising Cane's can help.


InformationQ. The status of my fundraiser says "Pending". What does that mean?

A. If the status of your event says "Pending," that means your fundraiser has not yetbeen approved by the General Manager. Typically, the approval process takes about 1week.

Q. How long will my fundraiser last?

A. There is no set time limit on fundraisers; however, typically they are scheduled for a3-4 hour period during the week on a Sunday through Wednesday. Specify the timeperiod that works best for your organization on your Community Request, and the GMfrom your Raising Cane's will discuss timing with you after the fundraiser is approved.

Q. How do I know if my fundraiser event has been approved?

A. First, you will receive an email confirmation that we received your fundraisersubmission. This email will include a link so you can check the status of your request.Next, an email will be sent to you within the next week notifying you if the fundraiser hasbeen approved or declined.**As a courtesy to the Restaurant location, please do not start advertising yourfundraiser until you have received confirmation of approval.

Q. Is a flyer provided so I can promote my event? How do I get it?

A. Yes, a flyer will automatically be sent to you upon approval of your fundraiser event.The flyer will be in PDF format, so you can print it and distribute as many as you like

Q. Are there other promotional materials available to help me to promote my event?

A. Yes, an Event Landing Page will automatically be created for your fundraiser event –this will allow you to share this webpage with your organization, boosters and others viasocial networks such as Twitter and Facebook. You will be sent the link for this webpageupon approval of your event.


InformationAdditionally, there are other materials that you may request from the Restaurant topromote your event. These items require several weeks advance notice, so if you wantto order any of these items, please work with the General Manager of the Raising Cane’swhere you are having the event.

Stickers for elementary schoolsYard signsClassroom sign-up sheets

Q. How do I cancel my fundraiser?

A. You may cancel your fundraiser with a minimum of 72 hours notice prior to thescheduled event by logging into your Raising Cane's fundraiser account. Please note, anycancellation notice of less than 72 hours may affect any future fundraiser event requests

Q. When will I receive the proceeds from my fundraiser?

A. Please allow four to six weeks for processing your fundraiser check (does not includedelivery time). If it has been more than eight weeks since your event and you still havenot received a check, please contact the General Manager of the Raising Cane’s whereyou conducted the event.

Q. Will Raising Cane's conduct a fundraiser at my location?

A. In some cases, such as selling lemonade at a school festival and donating a portionback to the school, Raising Cane's will conduct off-site fundraisers. Contact your localGeneral Manager at Raising Cane's if you want to conduct a fundraiser at your location.

Q. How can I ensure that my fundraiser is a success?

A. The key to any successful fundraiser is getting as many of your followers andboosters


Information

to participate as possible. Here are some helpful tips:

1. Plan Ahead - at least a month in advance so you have enough time to spread the wordand get it on as many people's calendars as possible.2. Use your pre-designed flyer and website event page to get the word out at least 30days prior to the event. Make sure that your fundraiser followers mention yourorganization when they visit us on the event date.3. Promote your event aggressively - use your school or organization website and socialmedia such as Twitter and Facebook to get the message out to a large audience, andhand out as many flyers as possibleRemember, the more people who come in, the more money your organization receives inreturn!

INTRODUCTION: We appreciate you taking the time to complete this survey. Through this survey, we hope to gain insight into the feelings, attitudes and beliefs that men have regarding mentoring programs. INSTRUCTIONS: For each statement, check the box that best corresponds with your feelings, attitudes and beliefs. The answers range from: strongly disagree to strongly agree.

#

Strongly Disagree

Disagree Neutral Agree Strongly Agree

1 I feel it’s important to volunteer time in the community.

2 My coaches encourage me to volunteer.

3 Many of my peers volunteer.

4 As a student-athlete, I have enough time to volunteer.

5 I am aware that youth mentoring volunteer programs exist.

6 I know the benefits a child receives from having a mentor.

7 I feel that it is better for youth to be mentored by someone of the same ethnic background.

8 I feel that I am qualified to mentor a youth.

9 I had a father figure/male mentor that made a positive influence in my life.

10 I associate mentoring as more of a woman’s role.

11 I feel as if it is expensive to mentor a child.

INTRODUCTION: We appreciate you taking the time to complete this survey. Through this survey, we hope to gain insight into the feelings, attitudes and beliefs that men have regarding mentoring programs. INSTRUCTIONS: For each statement, check the box that best corresponds with your feelings, attitudes and beliefs. The answers range from: strongly disagree to strongly agree.

#

Strongly Disagree

Disagree Neutral Agree Strongly Agree

1 I feel it’s important to volunteer time in the community.

2 An immediate family member volunteers regularly.

3 A lot of my peers volunteer.

4 I am aware that youth mentoring volunteer programs exist.

5 I know the benefits a child receives from having a mentor.

6 I feel that it is better for youth to be mentored by someone of the same ethnic background.

7 I feel that I am qualified to mentor a youth.

8 I had a father figure/male mentor that made a positive influence in my life.

9 I associate mentoring as more of a woman’s role.

10 I feel as if it is expensive to mentor a child.

11 I have enough time to mentor a child one hour a week at a

12 I have enough time to mentor a child one hour a week at a school.

13 I have enough time to mentor a child 4-6 hours a month in the community.

14 I am aware of the existence of the non-profit organization, Big Brothers Big Sisters of America.

15 I am aware that a Big Brothers Big Sisters of South Alabama chapter exists.

16 I’m aware of the services provided by Big Brothers Big Sisters.

INSTRUCTIONS: The following questions are optional. In addition, any question may be skipped. 16. Age:

19-22 ____ 23-29____ 30-39____ 40-49____ 50-59____ 60+____ 17. Highest Education Level:

High School____ Some College____ Associate’s Degree____ Bachelor’s Degree____ Master’s Degree____ Doctorate____

18. Marital Status: Single____ Married____ Divorced____ Widowed____

19. Annual individual Income: $0-$20,000____ $20,001-$40,000____ $40,001-$60,000____$60,001-$80,000____ $80,001-$100,000____ $100,001+____

20. Race/Ethnicity: African-American____ Asian-American____ Middle Eastern____Multi-Racial____ Caucasian/White____ Hispanic____Other____ If so, please specify: _________________

school.

12 I have enough time to mentor a child 4-6 hours a month in the community.

13 I am aware of the existence of the non-profit organization, Big Brothers Big Sisters of America.

14 I am aware that a Big Brothers Big Sisters of South Alabama chapter exists.

15 I’m aware of the services provided by Big Brothers Big Sisters.

INSTRUCTIONS: The following questions are optional. In addition, any question may be skipped. 16. Age:

19-22 ____ 23-29____ 30-39____ 40-49____ 50-59____ 60+____ 17. Highest Education Level:

High School____ Some College____ Associate’s Degree____ Bachelor’s Degree____ Master’s Degree____ Doctorate____

18. Marital Status: Single____ Married____ Divorced____ Widowed____

19. Annual individual Income: $0-$20,000____ $20,001-$40,000____ $40,001-$60,000____$60,001-$80,000____ $80,001-$100,000____ $100,001+____

20. Race/Ethnicity: African-American____ Asian-American____ Middle Eastern____Multi-Racial____ Caucasian/White____ Hispanic____Other____ If so, please specify: _________________

Personal Interview Questions: 1. Are you from this area?

a. If yes, do you give back to your community?

b. If no, ask do you feel the need to give back to this community?

2. This question is personal and you can choose not to answer. Did you grow up with a male father figure or role model in your life?

3. Have you heard of The Big Brothers Big Sisters organization? a. If yes, ask them what they know. b. If no, explain the program to them.

4. Have you have ever thought about being a mentor? Why or why not?

5. Why do you think other men don’t mentor?

6. Record Demographics: Age: Highest completed education level: Marital Status: Race/ Ethnicity :

Strongly Disag Disagree Neutral Agree Strongly Disa Disagree Neutral AgreeQuestion 1 0 0 4 18 13 Question 1 0 0 0 2 2Question2 1 5 15 12 2 Question2 0 0 2 1 1Question3 1 6 11 11 5 Question3 0 2 0 0 1Question4 3 0 4 16 12 Question4 0 0 0 1 3Question 5 2 1 3 12 17 Question 5 0 0 0 2 2Question 6 6 9 9 8 3 Question 6 0 0 4 0 0Question7 0 1 8 11 14 Question 7 0 0 2 1 1Question 8 3 2 6 7 17 Question 8 2 0 0 1 1Question 9 13 13 8 0 1 Question 9 2 1 1 0 0Question 10 9 13 8 3 2 Question 10 0 1 2 1 0Question 11 4 7 6 14 4 Question 11 1 1 1 1 0Question 12 2 6 9 15 3 Question 12 1 0 1 1 1Question 13 2 1 7 14 10 Question 13 0 0 0 3 1Question 14 4 3 9 14 5 Question 14 0 0 2 1 1Question 15 5 6 8 12 4 Question 15 0 1 1 1 1

Strongly Disag Disagree Neutral Agree Strongly Disa Disagree Neutral AgreeQuestion 1 0 0 1 24 16 Question 1 0 0 0 4 0Question 2 2 6 11 14 9 Question2 0 3 1 0 0Question 3 1 2 20 14 3 Question3 0 3 1 0 0Question 4 2 2 1 17 20 Question4 0 2 0 2 0Question 5 0 1 4 15 21 Question 5 0 0 0 3 1Question 6 3 16 14 4 5 Question 6 0 1 2 1 0Questiion 7 1 2 6 15 18 Question 7 0 1 0 2 1Question 8 1 3 1 9 28 Question 8 1 2 1 0 0Question 9 18 14 8 1 1 Question 9 0 3 1 0 0Question 10 11 19 10 0 0 Question 10 0 1 1 0 0Question 11 3 9 7 16 7 Question 11 0 2 0 1 1Question 12 1 11 7 13 10 Question 12 0 2 0 1 1Question 13 2 5 1 20 14 Question 13 0 0 0 3 1Question 14 4 6 4 20 9 Question 14 0 3 1 0 0Question 15 5 9 6 14 7 Question 15 0 1 1 2 0

Non-Race Strongly Disag Disagree Neutral Agree Strongly Disa Disagree Neutral AgreeQuestion 1 0 0 1 1 3 Question 1 0 0 1 2 1Question2 0 1 1 1 2 Question2 0 2 1 0 1Question3 1 1 1 1 1 Question3 0 1 0 2 1Question4 0 0 0 2 3 Question4 0 2 0 2 2Question 5 0 0 1 2 2 Question 5 0 0 0 1 3Question 6 0 2 2 1 0 Question 6 1 1 0 2 0Question 7 0 0 0 2 3 Question 7 0 0 0 3 1Question 8 0 0 1 1 3 Question 8 0 0 0 2 2Question 9 4 0 0 0 1 Question 9 1 2 1 0 0Question 10 3 1 0 1 0 Question 10 1 1 1 1 0Question 11 0 1 2 1 1 Question 11 0 0 2 1 1Question 12 0 2 2 1 0 Question 12 0 1 0 1 2Question 13 0 0 1 1 3 Question 13 0 1 0 2 1Question 14 1 0 0 2 2 Question 14 1 1 0 2 0Question 15 1 1 1 1 1 Question 15 1 1 0 0 2

Totals Strongly Disag Disagree Neutral AgreeQuestion 1 0 0 7 51 35 93Question2 3 17 31 28 15 94Question3 3 15 33 28 11 90Question4 5 6 5 40 40 96Question 5 2 2 8 35 46 93Question 6 10 29 31 16 8 94Question 7 1 4 16 34 38 93Question 8 7 7 9 20 51 94Question 9 38 33 19 1 3 94Question 10 24 36 22 6 2 90Question 11 8 20 18 34 14 94Question 12 4 22 19 32 17 94Question 13 4 7 9 43 30 93Question 14 10 13 16 39 17 95Question 15 12 19 17 30 15 93

African American Male Responses Asian American Male ResponsesStongly Agree Strongly Agree

Caucasion Mixed Race Male ResponsesStrongly Agree Strongly Agree

Chose not to Answer HispanicStrongly Agree Strongly Agree

Strongly Agree Complete Totals

Are you aware of the existence of B

Aware that a Big Brothers Big Sisters of South Alaba

Aware of the services provided by

Documents

BBBSSA BayFair Branding Plans Book