Big Brother/Big Sister Program of Austin

The Problem

In order to properly serve Big Brothers Big Sisters (BBBS), we must evaluate methodologies, explain the data collected and offer recommendations for future and promotional efforts given the budget constraints.  

Agenda

Consider the critical factors Evaluate previous research methodology What does the data tell us? What do we recommend? Conclusion Questions

The Critical Factors

BBBS is a nonprofit organization with limited funds that only allows for small advertising budget.

Its advertising message lacks focus BBBS does not want to spend any more

money on PSAs

The Critical Factors (cont….)

Popular misconception of the type of children enrolled in the program

Poor program portrayal of the Big Brother/Sister role

Insufficient amount of volunteers, specifically male

The Critical Factors (cont….)

In order to properly set goals and evaluate past programs, BBBS commissioned a local research firm to suggest problems and opportunities to the board.

Ineffective overall research methods

The Critical Factors (cont….)

Although public misconceptions were identified through research, the board of directors did not want to change the existent public service announcements.

Evaluation of MethodologyFocus Groups

Strengths Discovers the program’s public perception Offers qualitative information Provides starting point for further research

Evaluation of MethodologyFocus Groups

Limitations: Can not be projected to general population Moderator biases Program’s diversity is not represented accurately

in focus group participants Not enough focus groups conducted

Evaluation of MethodologyTelephone Questionnaire

Strengths: Provides quantitative information on several

subjects Questions well structured Questions arranged in logical order Offers large range of information

Evaluation of MethodologyTelephone Questionnaire

Limitations Respondent external factors (i.e.. Increased wear-out,

absence, multitasking) Facilitator biases Too long Lack of tailoring of survey to respondent Target audience should be better focused- Instead of

random dialing the questionnaire participants, it would be more effective if a screening process were enacted in order to offer more effective

The Story

Data shows the participating kids are incorrectly seen as hoodlums, therefore not desirable.

Perception of Big Brothers and Big Sisters as substitute parents which is contrary to BBBS’s purpose

Contradicting perception of the ideal volunteer as a college student with no spare time

Overestimates concerning the amount of time, money, effort involved

The Story (cont…)

Message is vague, melancholy, lacks focus and a target audience

Cross-sex matching elicited a mixed response. Although most didn’t find a problem with it, matching Big Brothers with Little Sisters received negative reactions and vice versa. Among top concerns were molestation fears and femininity worries.

RecommendationsResearch

Focus Groups Conduct a focus group of current members and

ask for recommendations on how to spark interest in potential volunteers

Develop stricter screening process to ensure a diverse focus group

If budget allows, conduct more focus groups to get a better sample of population

RecommendationsResearch

Survey If budget allows, conduct additional survey

specifically for current members to help form message

Shorten questionnaire with focused questions geared towards issues raised by data illustration

RecommendationsResearch

Additional Research if budget allows In-depth Interviews with Big Brother/Sister and

Little Brother/Sister to generate campaign ideas

RecommendationsPromotion

Message All new PSAs should focus on friendship,

excitement and cheer vs. parenting Reposition kids as kids not criminals Must include a call to action

Tone Not overdramatic No dark appeals such as fear, loneliness, or

sadness

RecommendationsPromotion

Events To reach a large audience, hold events with

sponsors and affiliates to raise awareness of new brand image.

RecommendationsTargeting

Target your messages towards niche markets Participation as part of degree requirements for

education and social work majors Negotiate partnership with teach for America

hopefuls Churches as additional point of contact for

advertising and recruitment Continue corporate sponsorships and develop a

climate of cooperation with their employees

Conclusion

In conclusion, after evaluating BBBS’s current research methods and findings, we suggest a two-fold strategy involving the refinement of current research efforts and launching new, inexpensive techniques in order to collect more conclusive data. With left over budget, the new BBBS campaign should focus on motivation and friendships with an up-beat tone.