Big Brothers Big Sisters
Campaign
Agency Information• Past Clients
Agency Information• Mission Statement• What We Do
Our Client BBBS opening
Big Brothers Big Sisters • Public/Private Ventures• 1915• Duval, Clay, Flagler, Nassau, Putnam and Volusia
counties• Their mission
Executive Summary • Campaign for Big Brothers
Big Sisters of Northeast Florida
• May 1, 2013 • Our goal• Target audience • Host events: Jacksonville
Suns, Jamie Foxx, 100 Black Men of Jacksonville Inc.
• Evaluation
Situation Analysis •Worldwide Organization•International Website
Situation Analysis• Need to increase volunteer participation of
males and African American males by 50 percent
- New events, donors, sponsors
Situation Analysis• Proactive organization
Situation Analysis• User-Friendly Websites
Secondary Research • From Big Brothers Big Sisters website• Impact on children from 6 to 18 years old
Secondary Research• BBBS Mission• Three programs: Community-based mentoring,
school-based mentoring, and workplace mentoring.
Secondary Research• Jacksonville Children’s Commission • United Way of Northeast Florida
Secondary Research• As of Feb. 11, 2013, there are 121 African-
American male volunteers.• 1,009 active volunteers total. • Three-fourths of the mentees in Northeast Florida
are non-caucasion.
Proposed Primary Research
Focus Groups: • Within the organization• Volunteer feedback Surveys: • Gather feedback from businessmen in the
community • Survey Questions
Overall Campaign Goal:• To increase participation of
male volunteers and to promote awareness of the Big Brothers Big Sisters organization.
Audience Analysis 1. Local male professionals2. Local black male professionals3. Local Businesses
Campaign Objectives• Objective 1: To increase participation of African
American males by 15 percent before April 31, 2014.
• Objective 2: To increase circulation of ads within
local community newspapers, websites and other media by 12 percent before Feb. 1, 2014.
Tagline “Forming lasting partnerships for life.”
Strategies and Specific Tactics
• Update Social Media Networks
Strategy Two• Increase awareness in local community outlets
Strategy Three• Advertisements and Public Service
Announcements
Strategy Four• Partner with 100 Black Men of Jacksonville Inc.
Strategy Five• Partner with the Jacksonville Suns
Appreciation Event • The BBBS Black Tie Event in April 2014
SWOTStrength:• Match Support: Matching Big with Little• One year commitment with Little• Helpful for single parent homes, children
growing up in poverty and coping with incarcerated parents
Weakness:• Mistaken for Boys & Girls Club of Northeast
Florida• More than 70 percent of children waiting for a
Big are boys• No advertising budget
SWOT• Opportunity:
• To continue bringing children to mentors, with no cost on mentoring
• To continue to build trust and friendships of Big with Little
Threats:• Lacking participation of African American
males• Competitors (Boys & Girls Club of Northeast
Florida and YMCA) • Littles are on a waiting list, could go to
another organization
May 2013- May 2014 July 2013• 100 Black Men of
Jacksonville August 2013• Contact radio
stations for air time
September 2013• Hire intern• Flyers and PSA
January 2014• Jamie Foxx
March 2014• Jacksonville
Suns Game
Timeline
Budget• Total Budget: $25,000
• Jamie Foxx Barbecue Event• Flyers and Brochures • Advertising • Printing Surveys • End of the year Black Tie Event
• Total Cost: $24,973.63
Evaluation• May 2014• Pre-evaluation
done in May 2013• Promotional
material through social media
• Adjustment registry
In Closing • BBBS Closing