Girls Inc. Public Relations Campaign

Group 12Jessica, Katie,

Lindsey, Lilly, and Patrick

Of Monroe County

Mission Statement

Inspiring all girls to be strong, smart, and bold.

Situation Analysis

Use the strength of Girls Inc’s many diverse programs to try and appeal to several different groups of volunteers who are looking for volunteer experience

Implement social media strategies specific to the local chapters of Girls Inc. rather than just the national platform

Determine transportation solutions for how to get volunteers who are on campus to the local chapter

Discover which of Girls Inc’s national programs have the most participation by the Monroe County branch and focus our efforts on enhancing those programs

Find a way to make part time volunteers into people who will come back and continue volunteering more than once

SWOT Analysis

Research Plan

Concerned with public awareness of Girls Inc. – especially in the Indiana University community

Google Docs survey – distributed via Facebook and e-mail

Asked about demographics, the importance of volunteering,  male involvement, transportation, and social media

45 respondents, most in the IU community

Survey Results – Demographic Data

Females 87%

Males 13%

Survey Participants by Gender

Freshmen72%

Sophomore11%

Juniors15%

Seniors2%

Survey Participants by Year in School

Survey Results -

1's 2's 3's 4's 5's0

5

10

15

20

25

3024

11

4 42

On a scale of one to five, how familiar are you with

Girls Inc.?

Response Value (1-5)

Num

ber

of

Resp

onse

s

Twitter

Faceb

ook

Youtu

be

Googl

e+

Linke

dIn

Pinte

rest

Tumbl

r0

10

20

30

40

50

32

44

32

10 71 3

What form (or forms) of social media do you use?

Num

ber

of

use

rs

1's 2's 3's 4's 5's0

5

10

15

20

25

On a scale of one to five,how important do you

think it is to volunteer?

Survey Results -

Not Enough Time

I am not aware of Girls Inc

Do not have a way to get

there

Not enough information

0

5

10

15

20

25

30

14

24

2 1

What prevents you from volunteering?

Campaign Plan

To increase the number of student volunteers at Girls Inc. of Monroe County

Objective 1: To increase freshmen student volunteers

Strategy Potential four years Word of mouth marketing

Tactics- flyers and chalking Student Involvement Fair at the Indiana Memorial Union Martin Luther King “A Day On, Not a Day Off” Volunteer

Day

Overarching goal:

Campaign Plan continued

Objective 2: To increase male student volunteers

Strategy End notion that male volunteers are

not needed Various Girls Inc. programs that could

benefit from male help

Tactics Flyers in male-concentrated buildings

(HPER and SRSC) Female AND male coaching and

officiating volunteers welcome Male representative at Student

Involvement Fair booth

Objective 3: To increase “conversation” on social media networking sites

Strategy Utilize availability and popularity of social media sites (research

findings) Aim to appeal to a technologically savvy student population Get volunteers in conversation with each other

Tactics Create Twitter account specifically for Monroe County chapter Highlight main events Make an effort to post status updates and tweet daily Facebook’s new timeline Pictures of past events

Campaign Plan continued

Timetable

Publics & Messages Chart

Facebook Initiative

Twitter Initiative

#IUstudentinvolvementfair this weekend! Be sure to check out #girlsincmonroecounty and sign up to help a great cause!

This weekend is MLK Jr day! Help make a difference by making your day OFF a day ON at #girlsincmonroecounty

Looking to build your resume AND help a great cause? Sign up to join #girlsincmonroecounty we WANT YOUR support!

Idea that Girls Inc. is a fun and trendy way to give back to the community

Tweets should inform volunteers and potential volunteers about upcoming ways to get involved

Also should remind them why they should get involved

For example:

Evaluation

Social media tracking

Ongoing throughout campaign

Track amount of new Facebook and Twitter followers

Track comments and re-tweets

Evaluate increase in volunteer postings and messages with the organization

Volunteer Sign-in Sheet

Track every volunteer

Most important information: How did you hear about Girls Inc.? Are you a first time volunteer?

In relation to age (student public)

Evaluating success of tactics