Odyssey of the Mind Public Relations Plan

1

Odyssey of the MindPublic Relations Plan

Rowan UniversityGROUP A:Cymantha Adkins, Rob Kuchera, Shannon ListmanErin McCourt, Deanna Vallejo, Terese Yale

GROUP B:Andrea Jensen, Brian Kearney, Tyler Mulvey,James Roh, Lisa Santeramo, Jaclyn Tellefsen

2

History & Overview

Odyssey of the Mind founded in 1978 by Dr. C. Samuel Micklus at Glassboro State CollegeCreative problem-solving competitionOver 24 countries involvedOpen to students kindergarten-college

3

History & Overview

Five long-term problemsMechanical/VehicleTechnical PerformanceClassicsStructurePerformance

State finals, National Finals, & World Finals

4

GLOBAL AMBITION

5

Global Ambition, Group A

In one year, from May 2014-May 2015, OOTM wants to increase its number of schools by 10% to gain more students and volunteers.

6

Global Ambition, Group B

Challenge of general recruiting and retaining previous volunteers for OOTM.

Increase volunteerism by 25% while retaining 50% of current volunteers in each state where OOTM exists in a 12 month time frame beginning May 2014.

7

RESEARCH

8

Primary Research, Group A

Intercept Survey:Each participant described the program as a creative learning experience and a fun way for kids to get motivated.

Phone Interview:“Although the program is rewarding if one puts a lot of time into it, it’s hard for students to dedicate a large amount of time if they are committed to other programs.”

Face to Face Student Survey:None of the students who took the survey knew what OOTM was.

9

Primary Research, Group BQuantitative research in the form of online surveys distributed to three associations chosen with the help of Sam Micklus:

California, New Jersey, UtahNo response from NJ association

107 participants between Utah and California 100+ from California7 from Utah

Ten questions on the survey: multiple choice, likert scale and open-ended questionsMost participants had little prior experience with Odyssey of the MindParticipants had a vested interest in the students

Parents of studentsTeachers

Overwhelming positivity recorded on survey for each question

10

Primary Research, Results

Question Results: CA Results: UT

Rating of volunteer experience

Extremely good/quite good

Extremely good/quite good

Planning to volunteer in the future

Yes (88%) Yes (unanimous)

Level of appreciation felt as a volunteer

Extremely appreciated/quite appreciated

Extremely appreciated/quite appreciated

Benefits of volunteering

• Learned management skills

• Seeing creations of talented/bright minds

11

Secondary Research

OOTM Interview/initial meetingGathered necessary information from Samuel Micklus about OOTM and corresponding issues

Content Analysis:OOTM Information PacketOOTM WebsiteNews articles related to OOTMDVD

12

Secondary Research

13

AUDIENCE

GROUP A

14

Audience

Must Influence Should Influence

Likely to Influence

•Current Parents•Prospective Administration•Prospective Students

• Current Students• Prospective Parents• Current Teachers• Current

Administration

Unlikely to Influence

• Media

Target audiences here. also BOLD in chart below.

15

Current Parents

Current parents are most invested in their child’s involvement in an extracurricular activity.

Key message:OOTM and current parents would benefit from the growth an active referral program would bring.

16

Present Knowledge, or Attitudes or

Behavior (Real State)

Change Agent Message

Desired R-I-C(Ideal State)

Research shows current parents are extremely satisfied with the progression their children have made in Odyssey of the Mind.

Referring other parents to sign their children up is beneficial to their children by helping to further develop the program.

Parents will see the advantages in referring others to join the program and take action by doing so.

Current Parents

17

Prospective School Districts

School administrations are the gateway to prospective students. This audience does not recognize OOTM and the program’s many advantages.

Key message:OOTM provides a successful educational program that offers opportunities for both student and parent involvement.

18

Present Knowledge, or Attitudes or Behavior (Real

State)



Research shows school administrations want to increase student and parent engagement in extracurricular educational activities.

OOTM provides a successful educational program that puts students in a competitive problem-solving environment.

School districts will adopt the OOTM program after learning how students through competing in OOTM.

Prospective School Districts

19

Prospective Students

Lack of brand awareness prevents students from joining OOTM.

Key message:OOTM offers a fun learning experience for students to engage in a competitive problem-solving program.

20

Present Knowledge, Attitudes or Behavior

(Real State)



Research shows that students are unaware of OOTM and what the program has to offer.

Engage more students in the OOTM program by bringing awareness to the company

and helping them understand what OOTM is.

Students will join OOTM because they have a better understanding of what the program is and the success

they can receive from it.

Prospective Students

21

AUDIENCE

GROUP B

22

AudienceCurrent volunteersPotential volunteersAlumniPast volunteers

Must influence Should influence

Likely to Influence • Parents• Current

volunteers

• Media• Alumni

Unlikely to Influence

• Teachers• Administrators• Other Educators• Past Volunteers

• Potential Volunteers

• Assistant Directors

23

Current Volunteers

Current volunteers feel that there is lack of communication and organization in the volunteer program at OOTM.

Key message:The success of our company and eagerness to help children become more creative thinkers relies on the foundation of your help and service.

24

Current VolunteersPresent Knowledge,

Attitudes or Behavior (Real

State)



Current volunteers only know about the program because they know someone that was involved.

Branch out of word-of-mouth technique and form new ways to increase knowledge about OOTM.

Current volunteers will feel inspired to spread the word about OOTM.

25

Past Volunteers

Past volunteers had an undesirable volunteering experience with OOTM because they were unaware of the benefits.

Key message:With your past experience, you can help expand the foundation of OOTM to help gain and retain the basis for volunteers.

26

Past VolunteersPresent Knowledge,


State)



Past volunteers are unaware of the benefits of volunteering.

OOTM must increase knowledge about the volunteer program by emphasizing the benefits.

Past volunteers will understand the benefits and may be more willing to volunteer again in the future.

27

Alumni

Alumni can help to influence potential volunteers and act as third-party endorsers for the program.

Key message:Your personal experiences with potential volunteers can help us influence potential volunteers to build further success for the future of the company.

28

AlumniPresent Knowledge,


State)



Alumni are familiar with OOTM and the logistics of the program from both the volunteer and participant perspectives.

OOTM has to influence alumni to come back and get involved ensuring them the benefits.

Alumni will feel a sense of achievement by helping OOTM succeed.

29

CHANNELS

30

Channels

Print Digital Other

• Direct mail

• Newsletter

• Local newspapers

• Information packets

• Brochures

• Fact sheets

• Hand outs

• Website

• DVD

• Social media platforms

• Email newsletters

• YouTube Channel

• Special Events

• Face-to-face

• Phone Calls

• Monthly Calendar sign-

ups

• Meetings

• Radio

31

COMPETITION

32

Competition

Destination ImaginationOther after school programsAdditional recreational or extracurricular activitiesOther volunteer opportunities

33

Competition

Odyssey of the Mind Website Homepage

Destination Imagination Website Homepage

34

Issues and Objectives

Group A

35

Issues and ObjectivesIssues Corresponding Objectives

Prospective audiences are unaware of OOTM.

Increase brand awareness by 30% within the next year.

OOTM lacks school enrollment in New Jersey.

Increase school enrollment 10% within the next year.

Students in participating schools do not understand what OOTM is.

Position OOTM as the ultimate extracurricular activity for students among 30% of existing associations within the next year.

Existing associations are reluctant to increase student participation.

Increase student enrollment by 15% within the next year.

36

Budget

Budget Objective 1 $1,620 Objective 2 $425 Objective 3 $1,825 Objective 4 $9,795

Total $13,665

37

Issue 1: Prospective audiences are unaware of OOTM.

Objective 1.0: Increase brand awareness by 30% within the next year.

Strategy 1.1: Prospective members and volunteers will recognize the OOTM brand name.

– Tactic 1.1.1: Send motivational speakers/spokes people to schools without the OOTM program established.

– Tactic 1.1.2: Create a referral program from past members and participants of OOTM to show to possible new members.

– Tactic 1.1.3: Generate WOM through workshops at schools without OOTM program to give prospective and generate hype.

– Tactic 1.1.4: Revamp website to be more user-friendly and inviting to general public

– Tactic 1.1.5: Create new logo and color scheme to show a new, unified front of OOTM.

38

Issue 1: Prospective audiences are unaware of OOTM.


Strategy 1.2: Create awareness of OOTM to general public involved in student or childcare activities.

– Tactic 1.2.1: Bring OOTM alumni and activities after school programs without OOTM. Provide practice problems and give them a feel for the program.

– Tactic 1.2.2: Host an open house at OOTM centers and other locations, provide practice problems and show who we are video.

39

Carryout Tactic, Objective 1 Objective 1.0: Increase brand awareness by 30% within the next year.

40

Carryout Tactic, Objective 1

41

Measurement, Objective 1


Survey students at schools both with and without OOTM to see if they know about OOTM.Keep track of web traffic.Track the number of people who attend events.Compare the number of social media “likes” and “follows” before and after plan implementation.

42

Issue 2: OOTM lacks school enrollment in New Jersey.

Objective 2.0: Increase school enrollment by 10% within the next year.

Strategy 2.1: Prospective members within a 20-mile radius of each school with an OOTM program will recognize and be aware of OOTM.

– Tactic 2.1.1: Invite schools and after school programs to schools with OOTM programs in place to let them see firsthand.

– Tactic 2.1.2: Host a parents night information session at prospective schools without OOTM.

43

Issue 2: OOTM lacks school enrollment in New Jersey.


Strategy 2.2: Promote OOTM through various media outlets.

– Tactic 2.2.1: Invite media outlets, TV, radio, newspaper, to events through media advisories and releases to view OOTM events and practices as well as information sessions to generate buzz.

– Tactic 2.2.2: Record and distribute on social media Q&A and testimonials from current members and alumni of OOTM.

44

Carryout Tactic, Objective 2 Objective 2.0: Increase school enrollment by 10% within the next year.

PSA AlertFor Immediate Release April 21, 2014 Odyssey of the Mind Announces a Parents Information Session FROM:Odyssey of the MindCreative Competitions, Inc. 406 Ganttown RoadSewell, NJ 08080 Start Date: July 16, 2014End Date: September 16, 2014 Time: 30 secondsWords: 93 Announcer: Are you looking for a fun activity to engage your children in that will be beneficial to their future? Odyssey of The Mind is the program that can help your children succeed! This program is the perfect way for your children to become involved in an exciting academic learning experience that will help motivate them to think outside the box. Come out to our parents’ information session on Saturday, September 16th at Bowe School in Glassboro from 5:00 to 6:30pm. To learn more, call: (856) 256-2797 Or visit odysseyofthemind.com

tel:(856)%20256-2797

http://www.odysseyofthemind.com/

45



Track the number of people who attend events.Track the media impressions.Compare the number of school enrollment before and after the plan.

46

Issue 3: Students in participating schools do not understand what OOTM is.

Objective 3.0: Position OOTM as the ultimate extracurricular activity for students among 30% of existing associations within the next year.

Strategy 3.1: Create OOTM awareness to prospective parents.

– Tactic 3.1.1: Create and disseminate a “who we are” video to establish brand awareness.

– Tactic 3.1.2: Advertise OOTM on Facebook and other social media sites to highlight program benefits and experiences.

– Tactic 3.1.3: Attend “back-to-school-nights” with a table to offer information to attending parents.

– Tactic 3.1.4: Create an electronic flyer and distribute it within the school districts.

47



Strategy 3.2: Demonstrate OOTM activities to various schools in areas within 50-80 miles of a school with an OOTM program to increase awareness among students and parents.

– Tactic 3.2.1: Hold school assemblies to demonstrate problems through a mini-competition to get students excited sometime within the school year.

– Tactic 3.2.2: Prepare a take away packet for students to take home with them after demonstration to give to parents.

– Tactic 3.2.3: Hold month long competitions (classroom versus classroom) for students to compete in during school hours.

48



Strategy 3.3: Generate positive feelings towards OOTM within the student body.

– Tactic 3.3.1: Hold an OOTM Showcase night at schools for teams to show off their work to their community.

– Tactic 3.3.2: Encourage teachers and staff to promote the OOTM program, and offer incentives for joining.

49

Carryout Tactic, Objective 3 Objective 3.0: Position OOTM as the ultimate extracurricular activity for students among 30% of existing associations within the next year.

50


51



See how many students take part in the school competitions.Note the attendance at events.Track web traffic.Content analysis on media impressions.

52

Issue 4: Existing associations are reluctant to increase student participation.

Objective 4.0: Increase student enrollment by 15% within the next year.

Strategy 4.1: Develop Alumni relations in each state with an OOTM program.

– Tactic 4.1.1:Create an alumni database in each state for recruiting and information assistance.

– Tactic 4.1.2: Create national alumni basis to promote OOTM at national conferences, which will generate media hype.

53



Strategy 4.2: Create more opportunities for students to become involved with OOTM.

– Tactic 4.2.1: Create online forums for competing and prospective students to engage with each other.

– Tactic 4.2.2: Create a day Summer Camp Competition for students to compete in through individual registration with a chance to win a trip to the Annual World Championship.

54



Strategy 4.3: Eliminate the idea of “pre-selected” teams winning to encourage more student participation.

– Tactic 4.3.1: Establish new volunteer roles to remove existing problem-volunteers from major roles.

– Tactic 4.3.2: Generate more volunteers at schools who feel teams are “pre-selected” to win.

– Tactic 4.3.3: Create an anonymity voting process to prevent “pre-selected” teams from winning.

55

Carryout Tactic, Objective 4 Objective 4.0: Increase student enrollment by 15% within the next year.

56

57



Compare enrollment numbers before and after the plan Survey students asking about their experience with OOTM

58


Group B

59


Issues Corresponding ObjectivesPotential volunteers lack knowledge

of Odyssey of the Mind.Provide potential volunteers with necessary information regarding Odyssey of the Mind program.

Volunteers are unaware of the benefits of volunteering.

Demonstrate positive outcomes previous volunteers have

experienced. (Resume builder, prestigious organization, etc.)

Odyssey of The Mind cannot ensure previous volunteers’ commitment for

future events.

Demand volunteers to verbally commit to future events.

Current volunteers lack appreciation and satisfaction with the volunteer

program at OOTM.

Increase satisfaction among current volunteers, acknowledging their

major role in the organization and how they can help further.

60

Budget

61

Issue 1: Brand awareness and recognition among potential volunteers is low or absent.

Objective 1.0: Increase awareness of the OOTM brand in select areas by 25% by month six.

Strategy 1.1: Educate local communities by defining the organization and its programs and giving a basic understanding about the benefits of OOTM.

– Tactic 1.1.1: Pitch local media outlets during times of OOTM team practices in an effort to earn coverage and entice local residents to get involved.

– Tactic 1.1.2: Post on local patch sites and related online resources to highlight the OOTM teams in the area and how prospective volunteers can get involved.

– Tactic 1.1.3: Ensure all participants in selected areas have basic knowledge of the volunteer process so they can act as ambassadors and spread awareness via word of mouth, social networks, etc.

62

Issue 1: Brand awareness and recognition among potential volunteers is low or absent.


Strategy 1.2: Position OOTM as a rare, once-in-a-lifetime opportunity you can get involved in without competing on a team (volunteering instead).

– Tactic 1.2.1: Establish social media networks to engage and persuade local residents to get involved with volunteering for OOTM (can also be used as a recruitment tool for participants).

– Tactic 1.2.2: Create folders specifically for volunteers containing relevant information and resources for those interested.

– Tactic 1.2.3: Update website when necessary and ensure it contains all relevant information, resources and contact information for prospective volunteers.

63

Carryout Tactic, Objective 1 Objective 1.0: Increase awareness of the OOTM brand in select areas by 25% by month six.

Twitter Homepage Example

64


Facebook Flyer


65


Facebook Flyer


66


Facebook Cover Photo


67


Facebook Event Flyer


68



Entry surveys to establish a volunteer databaseMedia impressions

• Website traffic• Following and engagement on social media

Attendance of events

69

Issue 2: Alumni are unaware of benefits that come with volunteering.

Objective 2.0: Increase knowledge of benefits by 90% by month 12.

Strategy 2.1: Emphasize that volunteering for OOTM is a chance to make a difference and witness young, brilliant minds at work.

– Tactic 2.1.1: Designate a section of the website dedicated to volunteer information ONLY. Include the benefits of volunteering and other relevant information that will intrigue possible volunteers

– Tactic 2.1.2: Create a monthly newsletter with one section dedicated to highlighting benefits of being a volunteer, and distribute to:

– Alumni– Past volunteers– Current volunteers– Current competitors– Past competitors

70

Carryout Tactic, Objective 2 Objective 2.0: Increase volunteer knowledge of benefits by 90% by month 12.

71

Carryout Tactic, Objective 2 Objective 2.0: Increase volunteer knowledge of benefits by 90% by month 12.

72


Objective 2.0: Increase volunteer knowledge of benefits by 90% by month 12.

Website hits on portion of website for alumniAnalytics of newsletter

73

Issue 3: Retention rate of volunteers is low.

Objective 3.0: Retain previous year’s volunteers by 50% by month 12.

Strategy 3.1: Maintain positive relationship with volunteers from most current events to show they made a positive impact and are valued.

– Tactic 3.1.1: Send personal thank-you emails/cards.– Tactic 3.1.2: News release and media advisory,– Tactic 3.1.3: Send personalized emails as events in their

area approach so they know they can be used again,

74

Carryout Tactic, Objective 3 Objective 3.0: Retain previous year’s volunteers by 50% by month 12.

75


76


77


Objective 3.0: Retain previous year’s volunteers by 50% by month 12.

Keeping track of retention rates through databaseWelcome packet survey or questionnaire sheetSurveys: post-competitions to measure volunteer activity and discover attitudes/behaviors

78

Issue 4: Current volunteers lack appreciation & satisfaction with OOTM’s volunteer program.

Objective 4.0: Increase current volunteer satisfaction by 50% by the end of the year.

Strategy 4.1: Maintain better organization and communication in the volunteer programs of the three selected states and allow volunteers to help increase satisfaction within the program.

– Tactic 4.1.1: Keep constant communication with current volunteers even when OOTM events are not being held.

– Tactic 4.1.2: Make the website more accessible for current volunteers; make social media presence as well.

– Tactic 4.1.3: Current volunteers will feel appreciated with consistent “Thank You” letters or cards.

– Tactic 4.1.4: Have pictures on website of individual volunteers for their specific state and show how they are recognized within OOTM.

– Tactic 4.1.5: Explain the benefits of volunteering with OOTM such as having a volunteer section on a resume.

79

Carryout Tactic, Objective 4 Objective 4.0: Increase current volunteer satisfaction by 50% by the end of the year.

80

Carryout Tactic, Objective 4 Objective 4.0: Increase current volunteer satisfaction by 50% by the end of the year.

81


Objective 4.0: Increase current volunteer satisfaction by 50% by the end of the year.

Surveys to measure volunteer attitudes or behaviors

82

SUMMARY

83

Summary

Through primary and secondary research, we implemented what we felt are the most effective strategies and tactics. Examined and evaluated multiple ways to increase OOTM’s presence in schools and increase volunteerism. Generated various carryout tactics OOTM can use to accomplish its goals.

84

Q&A

85

THANK YOU

Odyssey of the Mind Public Relations Plan

Education

provide practice

ultimate extracurricular

increase student

increase student

successful

increase school

increase brand

increase volunteer