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Table of Contents

Executive Summary......................................................................................3Agency Information.......................................................................................3-4Research......................................................................................................5-9

Client Background..............................................................................4-5 Situational Analysis............................................................................5 SWOT Analysis..................................................................................6 Secondary Research..........................................................................7 Primary Research..............................................................................8 Proposed Research...........................................................................9 Audience Analysis..............................................................................9-11

Objectives.....................................................................................................11 Goal...................................................................................................11 Objectives..........................................................................................11

Implementation.............................................................................................11-13 Theme................................................................................................11 Key Messages...................................................................................11 Tactics................................................................................................12-14

Timeline........................................................................................................14Evaluation.....................................................................................................14Recommended Budget.................................................................................15-16References...................................................................................................16Appendix of Research..................................................................................17

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Executive Summary

The Boys & Girls Club of Northeast Florida (BGCNF) is an effective nonprofit organization, which strives to inspire, enable and motivate the youth. Between the 14 locations in three counties, the organization has more than 1,400 youth participants and a large and growing volunteer staff.

The BGCNF is facing an issue of diminished outside funding due to the poor economic conditions. This has led the organization to struggle in continuing to run its educational programs. To address this problem, S.H.A.A.R.K Communications (also referred to as S.H.A.A.R.K) has developed a plan to help the organization develop stronger relationships with local corporations and enhance brand image while increasing social media interaction in the Northeast Florida region. This will lead to an overall increase in the brand recognition of BGCNF in the Jacksonville community.

S.H.A.A.R.K Communications has created a plan to form partnerships with at least three local corporations, increase social media following by 100 percent and gain media coverage of at least three stories, by January 2014. We will do this through a variety of tactics that include a paid internship with the Jacksonville Jaguars as well as chances to interact with owner Shad Khan, a BGCNF career fair for all members and many social media related opportunities, which research suggests is the best way to interact with the younger target audience. These opportunities include interaction on Facebook, Twitter and Instagram. We will also reach out to local schools to inform students about the organization as well as pitch to corporations about partnership opportunities. There is also a plan for a scholarship program to go into effect.

With the assistance of a generous donation of $25,000 from an alumnus, S.H.A.A.R.K’s team will be able to put this plan into full effect and lead to overall improvements for the BGCNF’s image. Agency Information

S.H.A.A.R.K Communications is comprised of five professional public relations practitioners who are all members of the Public Relations Society of America. They are superior in their expertise of public relations, communication research and ethical standards. Previous clients include Hyatt Hotels, Panera Bread, Jacksonville Beach Pediatric Care Center, Best Buy and St. Vincent’s Healthcare.

Holly Bishop is a recent graduate of the University of North Florida with a bachelor in public relations. She is a former leader in the UNF PRSSA chapter and a professional

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photographer. She was recently published in the Florida Times Union, and is a navy wife and mother. Holly is an expert in delegating teams and organizing of projects and campaigns.

Kaylie Dieterle is a recent graduate of the University of North Florida with a bachelor in public relations and a minor in psychology. Her expertise on demographics and psychographics of stakeholders is a priceless tool regarding clients like the Boys and Girls Club of Northeast Florida.

Rodel Llanes, a recent graduate of the University of North Florida is an expert in technology and Apple products. He has a bachelor in public relations and was the former president and public relations director of the Filipino Student Association (FSA) at UNF. He was recently published in the Florida Times Union and is an advocate for the advancement of youth and diversity.

Shelby Pyatt is a graduate of the University of North Florida with a bachelor in public relations and a minor in health administration. She has experience in marketing and event planning from her time with the American Lung Association in Florida and Jacksonville Beach Pediatric Care Center. She has been featured in the Florida Times Union, UNF Now and various online publications.

Andrew Salem is a recent graduate of the University of North Florida with a bachelor in public relations. He is a former leader in Student Government and Club Alliance at UNF and has a knack for connecting with clients on a personal level.

Austin Webb is a graduate of the University of North Florida with a bachelor in public relations. He has experience in marketing and management. He is looked highly upon as a positive team leader.

Research Client Background

The Boys & Girls Club started in 1860 but was not affiliated until 1906. The idea came from three women in Hartford, Conn., Mary Goodwin, Alice Goodwin and Elizabeth Hammersley. These three women believed if young men were left idle they would get into trouble. So, they started the first club to get them off the streets. In 1906 several of the clubs decided to affiliate and create The Federated Boys Club in Boston. This marked the start of the national organization. The Boys Clubs of America received a U.S. Congressional Charter in 1956, the same year they celebrated their 50th

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anniversary. It was not until 1990 girls were allowed to join and the name was changed to Boys & Girls Clubs of America.

The Boys & Girls Clubs of America believes character development is the backbone of everything it stands for as an organization and should be an integral part of every Club program nationwide. The mission statement sums it up, “To enable all young people, especially those who need us most, to reach their full potential as productive, caring, responsible citizens.” The organization provides a safe place for children to learn and grow through relationships with caring adult professionals. The programs they offer inspire hope and give youth the opportunities they would not otherwise have. Since the Boys & Girls Club’s main draw is after school programs, its primary competitors are any

after-school programs located near a club.

Situational Analysis

Problem Opportunity Statement

The issue of diminished funding caused by an increasingly poor economy brings the opportunity to develop stronger relationships with local corporations as well as enhance brand image while increasing social media presence in the Northeast Florida region.

Audience

Younger generation (ages 5-18) Parents of youth ages 5-18 Large corporations/companies within Jacksonville

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SWOT Analysis

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Strength 15-20 very famous celebrity

endorsements Partnered with the Jaguars Highly focused on the

disadvantaged youth demographic Started in 1962, firm foundation Serve more than 1,400 young

people Have 14 locations throughout three

counties Large volunteer staff Frequent events available to

community 90% of participants graduate from

high school Youth scholarship opportunities

Weakness Completely rely on donor

funding/grants Media Coverage Lack of social media interaction Minimal understanding of the

organizations goals and ideals People know the name, but not what

it does Too focused on specific

demographic of youth (disadvantaged)

Not spending money where it could most effectively be used.

Opportunity Expand youth membership and

participation Open more locations Alumni spokespeople with good

history of the company come back and help

Raise brand knowledge and awareness

More scholarships Reach out to other demographics of

youth

Threat Sexual harassment issue between

staff and child Governmental budget cuts (federal

and state) Loss of donors/donations Negative social media occurrences

(Facebook and Twitter bashing) Violent crime in the Northeast

Florida region (high crime rates) Location availability Low media participation (lack of

media coverage Lack of member participants for

campaign events

Secondary Research

Bottom Row: (L to R.) Martin Sheen, John Paul DeJoria, Edward James Olmos, Cuba Gooding Jr., Courtney B. Vance 2nd Row: (L. to R.) Mona Dixon (BGCA's 2010 National Youth of the Year), Misty Copeland 3rd Row:  (L. to R.) Sugar Ray Leonard, General Wesley Clark, Kerry Washington, Ne-Yo, Denzel Washington, Jennifer Lopez, Mario Lopez, Smokey Robinson, Ashanti, Shaun White, Lucille O’Neal Back Left: Magic Johnson and Back Right: CC Sabathia, Jackie Joyner-Kersee, Shaquille O’Neal

Denzel Washington has been the spokesperson for the Boys & Girls Club for over 20 years. The picture above illustrates how anyone can dream big and make it big with support of others, especially the Boys & Girls Club.

There are over 30 celebrity supporters of the Boys & Girls Club of America such as 3 Doors Down, Adam Sandler, LeBron James, Michael Jordan, Carmelo Anthony, Queen Latifah, George Strait and Tom Brady.

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Primary Research Focus Group

The focus group consisted of students and faculty within the Intercultural Center for Peace also known as ICP. ICP is focused on spreading cultural awareness throughout the University of North Florida campus. The staff of ICP currently advises the Asian Students in Alliance (also called UNF ASIA), the Latin American Student Organization (LASO) and the African American Student Union (AASU).

When asking the participants if they knew about the Boys & Girls Club of Northeast Florida a good majority responded saying they knew of the club and that its focus is helping children by giving them a safe haven. However, they did not know what type of events it held or where any locations were in Northeast Florida.

From this group, it was determined the easiest and most effective way to reach the younger generation is through social media websites such as Facebook and Twitter. One of the most effective ways of getting them involved was through their parents. The best way to get to the parents attention is through the local news outlets.

An unexpected finding in this session showed the participants were familiar with other local nonprofits such as Hubbard House, Ronald McDonald House, Jacksonville Humane Society and more national and internationally recognized nonprofits. What spiked their interest in participating was the idea of giving back to the community and helping the less fortunate, because most of their parents came from a similar background and moved to the United States for a better life. Survey

Out of 80 respondents, just below 60 percent were categorized in the ages of 21-29, and 17 percent in the ages of 18-20. 78 percent were female and 22 percent male. The majority of participants were labeled as White (non-Hispanic origin) and 12 percent Asian. According to the data, the majority held the highest level of education at three years of college. A surprising 10 percent noted they completed graduate school. 65 percent claimed they had heard of the Boys & Girls Club of Northeast Florida and 17 percent had not.

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Regarding brand recognition, 65 percent had heard of the organization via word-of-mouth. 46 percent said they saw the company on television and 29 percent marked social media as their primary outlet of recognition. The majority, 97 percent said the most common social media outlet they noticed was Facebook. Two percent said they saw it on YouTube, three percent, Twitter.

64 percent of the surveyed explained they did not know of anyone who participates or have ever participated in the organization. 33 percent of the sample said they were only somewhat likely to volunteer for the organization and 30 percent were not likely at all.

Regarding donations, 35 percent were not likely to donate to the Boys & Girls Club, 27 percent were moderately likely but only 12 percent said they were somewhat or extremely likely to donate to this organization.

Proposed Research

Conduct follow up focus groups. Focus the questions more on what they would expect to get out of the organization and what events they would be more likely to participate in.

Research the path of where donated monies are primarily spent to show potential donors where the money is used and where it is most needed.

Conduct interviews with founding families of the Boys and Girls Club to find out the original plans. Has it stayed true to the original mission? Work on a campaign that attempts to keep true with the original foundations.

Conduct a communication audit to learn more about the target publics preferred method of communication.

Audience Analysis

Diapers and Debit Cards

Diapers and Debit Cards or more specifically, individual donors, provided five percent of the overall income for the Boys & Girls Club in 2011. Diapers and Debit Card’s members are predominantly middle-to-upper class families, married and have children. Nearly half of the parents have a graduate degree, many earning six-figures or more. This public is family focused and is heavily involved in their children’s extracurricular

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activities. They seek out bargains on the brands they prefer and tend to conduct their shopping online to save time. Even though they are always looking to save money they give at an above average rate to charities. Diapers and Debit Card’s members are politically and socially conservative and faith-based which drives their decision-making. They are traditionalists on most political issues and typically vote republican.

Money Bags

Corporate donations comprised just below 40 percent of the overall income for the Boys & Girls Club (BGCA) in 2011. Corporations give millions of dollars each year to charities like the BGCA. Many notable corporations give generously to the BGCA including: The Coca-Cola Company, Maytag, Microsoft, Comcast, Macy’s, Disney, Taco Bell, UPS, MLB, Bank of America, Staples, Lowe’s, Charles Schwab and AT&T. Eight of 14 of these corporations have set up foundations to improve their overall brand image by working with and giving to charities. In 2011, Coca-Cola Company gave a staggering $76 million to community organizations and charities. The CEO of Microsoft, Bill Gates, who donated $58 billion of his fortune to his foundation, gave the largest notable donation.

The Parental Units:

An additional target audience for the Boys and Girls Club of Northeast Florida is The Parental Units. They are in the lower-to-middle class in ZIP codes 32207-32259. These parents have one or more children between the ages of 5-12. Nearly all of the parents have a high school diploma or an equivalent and some college. According to the 2010 Census, over 78 percent of the targeted area is made up of people over age 18. DemographicsNow showed 76 percent of the targeted population is divorced or currently married. The majority of households within these ZIP codes are making between $50,000-$74,999. This audience is family focused and puts the safety and well being of their children first. They may not be in the best areas of town but are looking for the best care for their kids. These parents want their kids to get involved in a community where they will be presented with many opportunities through Boys & Girls Club of Northeast Florida.

The Millenials

The final target audience for Boys & Girls Club of Northeast Florida is prospective participants for its programs. These young children are within the ages of 5-18, and are

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looking to get involved with the community by meeting new people and being in a nourishing environment. They reside in the ZIP codes 32207-32259 in lower income areas. According to the 2010 Census, this age group makes up over 16 percent of the population in the area. They are enrolled in public school in grades K-12, which is over 13 percent of the populated target area. These young children need mentors and role models to help encourage plans for their future. They might have a struggling home life or need help in school.

Objectives

Goal

We hope to strengthen the mutually beneficial relationships between the Boys & Girls Club of Northeast Florida and local corporations as well as increase brand recognition by enhancing social media interaction through Facebook, Twitter and YouTube.

Objectives:1) To obtain a monetary partnership with three local corporations by January of 2014.2) To increase social media following, as measured by individual fan likes, by 100 percent by January of 2014.3) To gain coverage by three media stories by January 2014.

Implementation:

Theme

Enriching lives, providing opportunities, creating memories for a lifetime.

Key Messages

Prepare youth for their professional future Inspire youth to work towards a goal

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Create a nurturing environment for youth to excel Tactics

Paid Internship Scholarship Contest This tactic is related to the objective of drawing media attention for broadcasted stories, as well as increasing brand recognition. A paid internship with the Jacksonville Jaguars in the department of choice will be awarded to the winning youth. The contest will begin May 1, 2013, and will continue until the final four eventin July 2013. (Final Four are chosen on June 15, 2013) The internship will be with the Jacksonville Jaguars (within the youth’s chosen department) there are requirements: a minimum 3.0 GPA, recommendation letter from a credible influential person in the young person’s life, be nominated by a Boys & Girls Club of Northeast Florida employee and be at least 16 years of age. The winner of the contest will also receive a $3,000 academic scholarship

Career Fair This tactic is related to the objective of generating media interest and brand recognition, as well as developing relationships with Northeast Florida companies as potential donors, the #hashtags will also help the development of social media. The event will be July 28, 2013, in the University of North Florida Student Union ballroom from 12-4 p.m. #BGCNFCAREERFAIR (#hashtag) on social media sites will be implemented. Potential donors and companies looking for entry-level employees will attend. The goal is to have 50 companies attend.

Shad Khan Appearance This tactic will help generate media interest and brand recognition as well as spark participation in social media. The event will take place August 12, 2013. Rags to riches story: Khan appears as a guest at an event to talk about his career, how he got his success, and give an uplifting speech. A career services workshop will be held prior to the guest appearance to critique resumes and cover letters. Hashtag updates such as #shadkhan, #BCGNFmustaches, will be posted about the event on Instagram, Twitter and Facebook.

Facebook Cover Photo Contest Submit a self-made cover photo collage on Facebook and have a chance to be the cover photo for the BGCNF page and be recognized as the artist.

Assemblies at local schools discussing the goals of the club and upcoming opportunities

Students will have the opportunity to get community service volunteer hours

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Get Twitter account verified This will generate social media activity as well as brand recognition. Continue the process of expanding Twitter followers by achieving account verification with Twitter officials.

Twitter Chat Feed with Shad Khan This tactic will generate social media activity as well as brand recognition within the community. This is a tactic to implement objective three, gaining media coverage.Hashtag #mustacheshad #mustachechat: A Twitter chat will be implemented June 15, 2013. Shad Khan will participate in answering fan questions, giving professional advice and other important current event topics. Advertising for this chat will be by word-of-mouth and Facebook updates.

Facebook Share This tactic was created to generate social media activity as well as brand awareness. This will implement objective two by gaining a larger social media following.Participants will be expected to share with 10 friends, come back and comment on the status and each time the page reaches a hundred mark of new followers a random drawing will be made and the winner will receive a gift card, autographed Jaguar memorabilia and other prizes.

Action News Final Four This tactic will generate at least one media story as well as brand awareness and social media activity. This tactic implements all three objectives by bringing in corporations for possible partnerships. The contest is a great social media buzz generator and media coverage is a necessity for the success of this tactic. Action News will have interviews with the final four nominees for the Jacksonville Jaguars paid-internship. The finalists will discuss how Boys & Girls Club of Northeast Florida motivated them to perform to the best of their ability, how they have excelled academically and their involvement and positive presence in the community. Viewers will have the chance to vote, on the Boys & Girls Club Facebook Page and Action News website, for the finalist they believe most deserves the paid internship. The full interviews will also be available on both websites. This will increase brand awareness, promote the career fair and increase social media traffic. Social media #hashtag #BGCFINALFOUR #BGCNF: Fans, contestants and new followers will be encouraged to use these hashtags to help increase the social media following and keep it organized.

Newsletter This tactic will inform the important publics of upcoming events and generate brand awareness as well as encourage social media involvement. This tactic implements the

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success of objective two by allowing and larger social media presence, as well as increasing brand awareness. A newsletter containing all of the upcoming events with Shad Khan, the Career Fair and the paid-internship opportunity with the Jacksonville Jaguars will be placed at the front desks the Boys & Girls Club of Northeast Florida’s 14 locations throughout the northeast. The newsletter will also be made available on all social media sites and put in the offices of all donor corporations. This will be created in February 2013 to spread awareness in Duval, St. Johns and Nassau counties. The newsletter will contain all of the #hashtags for the upcoming social media events as well as URL’s for all of the BGCNF social media sites: Instagram, Facebook, YouTube, Twitter.

Pitch to regional corporations for partnership opportunities This tactic will help develop working relationships with local corporations to achieve donor relationships and provide success to objective one. A few companies to reach out to: Publix Supermarkets, Chick-Fil-A, Winn-Dixie, Stein Mart and Florida Blue (Formerly Blue Cross Blue Shield of Florida). A professional business plan will be derived to pitch a partnership proposal to these key corporations. This plan will take place throughout the entirety of the campaign.

Timeline This campaign will begin May 1, 2013 and reach its end on August 31, 2013.

Evaluation:

Assess if we achieved the goal of at least three partnerships with regional corporations. (Did we achieve our goal amount of pledge donations?)

Calculate the number of followers and “likes” on Facebook and Twitter Assess the number of times BGCNF had a trending topic on Facebook The efficiency of the job fair: How many job leads were found? Did anyone attain

a job from the fair? Was the career fair successful? Were any of the events covered by the news media? Calculate the number of written or

television news stories attained during the time frame. Complete a post-campaign survey of similar audiences as the primary and

assess the brand knowledge as compared to the previous numbers of recognition.

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Recommended Budget

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Career Fair : Space Rental: Half the Ballroom of Student Union: Holds 72 tables $600 for 4

hours

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Tactics TotalsPaid Internship

20 hours weekly

20 Week Internship

$7.79 per hour

$3,000.00Academic Scholarship

$6,116.00

Career Fair Catering: $2112.50

Advertising$1,000.00

Space Rental $600.00

$3,712.50

Newsletter Printing Fees: $1,156.04

Postage to 32207 & 32259Total households28,851+50 top JAX companies$3,375.00

$4,531.04

Shad Khan Appearance & workshop

Security:$320.00

Space Rental:$600.00

Supplies$800.00

$1,720.00

Agency Fee 5 agentsflat-rate

$8,000.00

Incidentals/Extra Fees

$920.46

Final Total

$25,000.00

Advertising: $1000 Chick-Fil-A Catering:

$70.00 for large nugget tray serves 25 people (650 people) 26 Trays = $1,820.00 for nuggets catering 65 1-Gallon beverages (Iced tea and Lemonade) at $4.50 gallon: $292.50Newsletter:

Printing Fees: $.04 per print at 28,901 copies Postage: $.01365 per letter at non-profit rates with the United States Postal

Service

Shad Khan Appearance and Workshop: 4-hour event Security: Two off duty Jacksonville Police Officers: $40.00 hour for a total of

$320.00 Ballroom Rental: $600.00 Supplies for Workshop: Estimated $800.00

References

http://marketing.bgca.org/GFSH/Resources/Pages/ClassPhoto.aspx

http://www.looktothestars.org/charity/boys-and-girls-clubs-of-america

APPENDIX OF RESEARCH

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Focus Group Questions 1) Have you heard of the Boys & Girls Club of Northeast Florida?2) What are your opinions or thoughts of the organization?3) What communication method do you think is most effective in reaching the younger generation?4) Do you know anyone who has participated in the organization in any way? As a youth, a volunteer, donor, etc...?5) What other local non-profits are you familiar with? (Any type of non-profit)6) What would spark your interest in participating or donating to a non-profit?7) Can you describe some activities or services the organization offers? Survey Questions

1) Which category below includes your age?2) What is your gender?3) What is your race? (White/Non Hispanic, Black/African American, Hispanic/Latino, Asian, Native Hawaiian or Other Pacific, American Indian or Alaska Native, Other)4) Have you ever heard of the Boys & Girls Club of Northeast Florida?5) Where have you seen or heard of the Boys & Girls Club of Northeast Florida? (Check all that apply: T.V, billboards, magazine/newspaper, social media, word-of-mouth, other)6) Through which social media outlet have you seen information on the Boys & Girls Club? (Check all that apply)7) Do you know someone who has participated in this organization in any way?8) How likely are you to volunteer at this organization?9) How likely are you to make a donation to this non-profit?

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