ST Bede Book pdf1
ST Bede Book pdf1
ST Bede Book pdf1
REVOLUTION
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REVOLUTION
Revolution PR
1010 S. University St.
Normal, IL, 61761
TEL 309 331 3924
FAX 708 420 2403
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Joe Byrne
Alex Erlandson
Julia Lange
Raquel Ugalde
Brock Zimmermann
TABLE OF CONTENTS
Executive Summary...............................................................................................4
Situation analysis..................................................................................................5
Key message platforms............................................................................................5
Possible publics....................................................................................................5
Primary Research.................................................................................................6
Secondary Research...............................................................................................8
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SWOT analysis.....................................................................................................9
Goals, Objectives, Strategies, Tactics..........................................................................11
Budget...........................................................................................................15
Timeline.........................................................................................................16
Appendix A......................................................................................................20
Appendix B .....................................................................................................21
Appendix C......................................................................................................22
Appendix D......................................................................................................23
Appendix E......................................................................................................24
Appendix F......................................................................................................25
Appendix G......................................................................................................26
Appendix H......................................................................................................27
Revolution PR team.............................................................................................28
Executive Summary
St. Bede Academy is a private, four-year, Catholic college-preparatory high school that has touched and
transformed the lives of thousands of students since 1890. Located in Peru, Ill., St. Bede is home to over 300
students and staff and has an overwhelming sense of school pride and community support that can help this
institution grow.
Despite the fact that St. Bede creates a foundation for students to always
remember St. Bede; the institution believes that alumni engagement from students who graduated from the
1980s onward could have more of a social and financial presence.
Revolution Public Relations has worked diligently to develop a solution to St. Bede alumni engagement
problem through proposed campaign solutions. This campaign targets not only the alumni who are lacking a
presence with St. Bede, but the students who are soon-to-be St. Bede alumni as well.
Revolution Public Relations believes that the following objectives will guide St. Bede to achieve their goals:
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With a generous budget of $10,000, the success of this campaign is measurable and fits well within the means of
St. Bede. We are extremely confident that St. Bede can implement this campaign and in return, gain the results
that they are hoping for regarding alumni engagement.
By teaming up with Revolution PR, St. Bede will have an overwhelming alumni presence spanning from the
first graduating class to the class of 2016. St. Bede will be present on all necessary social media platforms in
order to increase alumni interaction for years to come.
We thank you for your time and look forward to assisting this fine institution.
Situation Analysis
St. Bede Academy faces several challenges as well as opportunities to reach its alumni. This section will go the
various levels of competition, and providing analysis of its strengths, weaknesses, opportunities, and threats for
the future success of the institution.
Founded in 1890, St. Bede Academy creates a foundation for students to always remember St. Bede. Over the
years, St. Bede attempted to increase involvement with the alumni from the 1980s and on. In order to maintain
general engagement with current and future alumni, St. Bede needs to encourage alumni involvement by event
involvement and social media interaction. Based on the lack of alumni engagement, Revolution PR is dedicated
to not only maintain alumni engagement but to maximize alumni engagement.
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St. Bede Academy instills important values to their current students throughout their entire time spent at the
institution.
St. Bede Academy possesses an established position of credibility within their community.
St. Bede Academy maintains strong connections with alumni. In retrospect, many alumni come to visit for a
variety of St. Bede Academy events and make generous donations to the institution.
The goals listed below correlate with the hopeful achievements Revolution PR hopes to meet through this
campaign. The selected objectives and strategies will allow us to fully meet and complete our goals. Objectives
are the main things that we hope the organization will achieve in a measurable amount of time. Strategies define
and organize the types of steps taken to accomplish a desired goal. Tactics are specific forms of discourse that
are used to fit within the strategies and achieve objectives. Each tactic is measured by either outputs, outcomes,
outtakes, or outgrowths. Tactics measured by outcomes are the most important and reflect on the overall
changes that we accomplished during the campaign. Tactics measured by outtakes are the audience participation
that we receive from social media posts and engagement.
With this campaign, we aspire to achieve three main goals: Maximize alumni engagement, update social media
accounts like Facebook to increase school to alumni interaction and alumni to alumni interaction, and to achieve
alumni awareness to current students to establish a foundation for future alumni engagement.
Possible Publics
The possible publics for this campaign include all current St. Bede Academy students as well as all current
alumni. It is primarily focusing on alumni that graduated from the 1980s to present. All current students are
considered publics because they are the eventual alumni that this campaign will encourage to stay involved after
they graduate.
Alumni in the densely populated alumni areas
Ages 18-54 (Generation X & Millennials)
Desire to be involved in St. Bede community
Primary Research
After analyzing donation rates by each graduation year, Revolution PR found that the graduation classes
of the 1940s and 1960s are the most engaged (in reference to donations). The graduating classes of 1941,
1961 and 1991 had donations from 100% of alumni in 2013-2014.
Percentages of alumni donations from other decades:
2000s
1990s
1938-49 45%
1950s
39%
1960s
40%
1970s
23%
1980s
13%
1990s
17%
2000s
4%
1980s
1970s
1960s
1950s
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1938-1949
0%
10%
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20%
30%
40%
50%
St. bede Facebook page has 1,411 likes and 1,079 visits on Facebook
St. Bede has been successful in the use of informal alumni groups and hosting class reunions. It also
consistently uses radio advertisements to spread messages of school events, as well as sending out the Whats
Bruin? newsletter.
How does St. Bede with current students and recent alumni?
Current students are engaged with St. Bede with its student ambassador club, multiple sport teams and extracurricular clubs which includes 97% rate of student involvement. With recent alumni, St. Bede sends a monthly
newsletter informing them of the months activities.
How has the content in alumni materials sent out differed over the years?
Content-analysis of previous alumni materials and comparison to current alumni materials
St. Bede prides itself on the direct mail of materials to its alumni. It provides updates on class reunions, and
offers particular sentimental value to those who donate their time or money. These include postcards, photos,
magnets with a picture of campus, and pictures of class reunions to members who couldnt attend.
There are currently only 29 St. Bede graduates from 2000-2014 who are on the alumni contact connect page
on its website. Other decades have 100+ members on the alumni contact list. Based on St. Bedes alumni map,
most alumni are based in Illinois and surrounding states in the Midwest.
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State
Number of alumni
Illinois
2776
Wisconsin 98
Florida 94
California 85
Indiana
84
Texas 72
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Secondary Research
SWOT Analysis
After analyzing St. Bede Academy alumni engagement difficulties, Revolution PR created a SWOT analysis. A
SWOT analysis allows us to specifically determine, organize and analyze the strengths, weaknesses, opportunities
and threats of St. Bede Academy.
Aspects
Strengths
Implications
Possible Actions
Strong community
involvement and
support
Weaknesses
Weaknesses
(continued)
Minimal to no social
media presence
Poor utilization of
Alumni may be hesitant to Simplify website, easy to
website for students and
access and understand
donate
alumni
Create alumni donation
Students will fail to
portal
utilize website because of
uncertainty
Poor physical condition Less likely to appeal to
prospective students
of buildings/facilities
compared to the newer
surrounding Public
Schools
Opportunities
Alumni strength on
St. Bede events and
upcoming events
Threats
Update facilities
Explain how buildings are
full of history
Utilize offer
Keeps St. Bede up to date
Easier access for students
and alumni
Promotes alumni donations
Increases alumni
awareness
Maintains relationship
between school and
alumni
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Goals:
1. To maximize alumni engagement, including monetary and gift donations, with the graduating classes 1980s
to the 2000s from St. Bede Academy.
2. To update St. Bede social media accounts, such as Facebook to increase school to alumni interaction, as well
as alumni to alumni interaction.
3. To achieve alumni association awareness to current student to establish a foundation for future alumni
engagement.
Goal 1: To maximize alumni engagement, including monetary and gift donations, with graduating classes
from St. Bede Academy.
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Objective 1: Increase local alumni from graduates from the 1980s graduating class to the 2000s attendance at
school-sponsored events by 30% by May 2016.
Engagement Strategy
Tactic 1.1.1: Creating an alumni pass including graduation year in order to attend school sponsored
events i.e. sporting events, plays, and concerts for free. (See appendix C)
Evaluation: At each alumni booth, ask each alumni to show their alumni pass or encourage their efforts
to buy an alumni pass if they do not already know about it.
Tactic 1.1.2: Send out a digital alumni newsletter via email including a calendar with every school
sponsored event. (See appendix H)
Evaluation: Keep track of amount of times the link is clicked that leads to the digital alumni newsletter,
as well as the amount of shares and email forwards.
Tactic 1.1.3: Move a more up-to-date calendar with all school sponsored events onto the homepage of
school website. Also create Facebook events to monitor who has R.S.V.P.ed. (See appendix G)
Evaluation: Keep track of web traffic on main web page to see how often alumni are checking the
calendar/school website.
Tactic 1.1.4: Reach out to an alumni from each graduating class from the 1980s to 2015 to be involved
as a St. Bede Academy liaison, offering them free passes to each school sponsored event and with each
referral that alumni would be given a free Alumni Association t-shirt.
Evaluation: Consistently keep in contact with the designated alumni liaison, asking for monthly updates
to their success of alumni interaction with their graduating class.
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Objective 2 (behavioral): Increase alumni monetary donations by 25% by the end of June 2016.
Make a chart profiling each donation by month and organizing by graduating class.
Strategy A: Engagement strategy
Tactic 1.2.1: Include opportunities for donations in monthly digital newsletter.
Access the amount of times alumni have engaged through the digital newsletter and how many donations have
been made through the digital newsletter. (Outtake)
Tactic 1.2.2: In monthly digital newsletters, newsletters will include options on donating opportunities
including the choice of where their donations will go. Whether their donations will go to the library or the
athletics department, they will understand and have the choice to which projects they will donate.
Record how the donations are segmented into which categories, which departments a lot of alumni appeal to.
(See appendix H)
Tactic 1.2.3: Hold a year long split the pot donation for local alumni, reveal winner at homecoming. (Sell
tickets at all events and school related activities)
Count how many tickets are sold.
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Goal 2: Update St. Bede social media accounts like Facebook to increase school to alumni interaction, as well
as alumni to alumni interaction.
Evaluation: Document the increase in monthly intervals with interaction within social media accounts
post social media account makeover
Objective 1: Increase Facebook traffic with social media active alumni by 30% by December 2016.
Tactic 2.1.2: Share photos and weekly posts about St. Bede to engage alumni to share the posts.
Evaluation: Utilize Facebook analytics for Facebook analytics measurement program by comparing the
increase in Facebook interaction and social media impressions. (See appendix A)
Tactic 2.1.3: Approach current alumni in our desired demographic who currently like St. Bede on
Facebook to invite other alumni who have not yet been exposed to our page. We will encourage photo
uploads from when they were at St. Bede, tagging St. Bede Facebook page as well as their friends.
Evaluation: Utilize Facebook analytics to document which new accounts interacted with
the Facebook page.
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Tactic 2.1.4: Post the graduating class photo, encourage alumni to submit photos of themselves, recreate
a then and now class photo. (See Appendix A)
Evaluation: Record the amount of photo submissions.
Tactic 2.1.5: Post of the Week on social media featuring Brother George to encourage social media
engagement between alumni.
Evaluation: Record the amount of interactions such as comments, likes and shares the post may receive.
Tactic 2.1.6: Hold a competition between the graduating classes to sign up for the Alumni Association
and post the competition on Facebook to share with other alumni. Each member of the winning
graduating class will receive a basket filled with St. Bede gear, as well as passes for school events.
(See appendix D)
Facebook Post: Are you ready to show your competitive spirit and class pride? Register for the
Alumni Association for St. Bede! Below are the classes with at least one alum registered for the Alumni
Association: (INCLUDE YEARS HERE AFTER RESEARCH)
Keep track of the registered alumni in each graduating class, determining which of the following
graduating classes are actually engaging.
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Goal 3: To create Alumni Association awareness to current students to establish a foundation for future alumni
engagement. Before they graduate, ask seniors how comfortable they are with their knowledge toward alumni
engagement.
Engagement strategy
Tactic 3.1.1: Host a career day in the fall semester, as well as the spring semester, to invite various
alumni to speak about their experience at St. Bede and to talk about their current careers and lives.
Evaluation: Analyzing the effectiveness between alumni to student engagement by surveying alumni
and current students, asking if they liked the career day.
Tactic 3.1.2: Current student ambassadors receive a resume booster for maintaining and updating
alumni contact information throughout the year.
Evaluation: Analyzing the effectiveness of alumni graduating class and their interaction with student
liaison.
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Tactic 3.1.3: Senior class video with the theme of Why We Love St. Bede; video features seniors
during their senior homecoming week and various senior events, answering questions such as Whats
your favorite thing about St. Bede? Will you come back to St. Bede? (See appendix F)
Evaluation: Before they graduate, ask seniors how comfortable they are in their knowledge toward
alumni engagement.
Tactic 3.1.4: Assign two liaisons from this current graduating class of 2016 and future classes to be in
charge of alumni relations within their class, keeping in touch with classmates in order to establish and
maintain ties with St. Bede.
Evaluation: Analyzing the effectiveness of alumni graduating class and their interaction with student
liaison.
Tactic 3.1.5: Every graduating class, starting with the graduating class of 2016, will be given the
opportunity to participate in an optional class project; an alumni time capsule. They will decide on when
to open the time capsule, and they may put anything they want to in the time capsule, as long
as it is labeled with their name. At this event information on the alumni association will be given as well
as providing opportunities for registration. This will help improve students knowledge of the importance
of staying connected to St. Bede post graduation. The class gift will include a tree from a local nursery, a
plaque with the class year, and the gifts buried in a time capsule. Planting a tree will encourage alumni
to come back and visit campus, as well as making it more beautiful. (See appendix B)
Evaluation: Before they graduate, ask seniors how comfortable they are in their knowledge
toward alumni engagement.
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Budget
Revolution PR and St. Bede Academy Budget (Overall) ~ 2015/16
Expenses
Hours
Cost
Notes
Alumni passes
25
$250
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Cost
Media relations
24
Record donations
40
10
Update as needed
50
15
30
$928
See B
Career day
35
$1,250
See C
10
10
$715
268
$5,183
$1,040
See D
A - Boosted posts on Facebook range in price per post, but Revolution PR suggests the $10 post which lasts for
seven days and has an estimated reach of 960-2,500 people among people who like the St. Bede page and their
friends. The budget is allocated for two boosted monthly posts.
B - Swag pack includes 75 of the following items: water bottle priced at $263, an alumni association T-shirt
priced at $562, and an alumni wristband priced at $103. See page 22 for more details.
C - Career day accounts for the printing pieces required for flyers and pamplets, direct mail invitation pieces,
possible transportation costs and catering.
D - Includes cost for physical time capsule priced at $200, planting a tree priced at $400, and a class plaque
priced at $115. See page 20 for more details.
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Strategy
Invite
B - Media
media to
Relations big school
Tactic 1 - invite
events
local radio and
a month in
newspapers
for big school advance
events
Tactic 4 Contact
Contact
alumni
alumni
between 1980s
and 2015 for
liason position
Tactic
3 - update
calendars on
website
Create alumni
pass for
school events
Take initial
attendance
numbers
from
previous
events
Strategy A - Create
Engagement physical
- Tactic 1pass
Obj. 1 - increase
alumni
association
attendance at
school events
30% by May
2016
Goal 1:
Maximize
alumni
engagement
includinggifts
and monetary
donations
Analyze
website
traffic
Update
calendar
for new
semester
Semester in
review and
post spring
calendar
Analyze first
semester
attendance
Analyze
website
traffic
Distribute
passes to
alumni
February
Analye clicks
and shares
March
Follow
up with
interested
alumni
April
May
Year in
review
Analyze
alumni use
of passes
Analyze
second
semester
attendance
June
Choose
alumni
liasons
Analye clicks
and shares
July
August September October
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Analyze
monthly
donations
and
newsletter
views
Tactic 2
- Provide
updates and
new donation
opportunities
Engagement
strategy: Tactic
1: Provide
monthly
donation
opportunities
Objective
2 - Increase
monetary
donations by
30% by May
2016
Show recent
donations &
rennovation
proects
Include
progress
throughout
the year
February
March
April
May
June
July
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Tactic 5- Hold
a competition
with
graduating
classes for
the Alumni
Association
Tactic 3 - post
class photos
of alumni,
recreated then
and now
Tactic 4 - Post
of the week
featuring
Brother George
Record
amount
of likes,
shares and
comments
Record
amount
of photos
shared
Throwback
Thursday
posts
Announce Competition
competition months
on Facebook
Use
Facebook
analytics to
see
impressions
Use
Facebook
analytics to
see
impressions
Use
Facebook as
needed
Measure
current
traffic to
Facebook
February
Socialmedia
strategy: Tactic
1- Update
Facebook
contact info
Obj 1:
Increase traffic
to Facebook
by 30% by
December
2016
Goal 2:
update
St. Bede
Facebook
account
March
Follow up
with interested
alumni
April
May
Analyze
alumni use
of passes
June
Choose
alumni
liasons
July
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Tactic 6 Graduating
classes have
the chance to
participate in
time capsule
ceremony
Tactic 4 - Assign
two graduating
students in 2016
to be in charge
or alumni
relations
Analyze how
many
graduating
seniors were
added to
Alumni
Association
Tactic 2:
Offer
Give current assistance in
student
creating
ambassadors
stronger
resume
building credit resumes
Tactic 1: Host
career day
and invite
alumni to talk
to current
students
Obj 1 - Achieve
100% positive
Alumni
Association
awareness to
current seniors
by May 2016
Goal 3: To
create Alumni
Association
to current
students
Spring
career day
March
Survey
students for
quality of
liason
Interview
interested
seniors; hire
professional
video service
Survey
alumni and
student
participants
April
May
June
July
Reach out to
2016 alumni
to touch
base
Fall career
day
HOCO
events
Appendix A
These two sample Facebook posts are simple ways to connect with all ages of alumni. By focusing on major
school events or sports, it allows follows to stay updated on current events without struggling to reach them. It
encourages sharing among active Facebook alumni.
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Appendix B
These three items make up the senior gift and time capsule. The total cost is $715. The senior class gift of planting a tree and time capsule is a unique way to maintain relations with recent graduates to ensure theyll come
back and visit. They can visit during the reveal of the time capsule, or just to see how much the tree has grown
since they graduated.
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Appendix C
Designed for events which allow alumni to attend events for free. The cost will fluctuate based on the amount
of alumni coming back, but a rough estimate is about $3.33 per pass, including lamination. For a total of 75
tags, the estimate is around $250.00. The passes can be purchased for a one time price of $25, and the use of the
passes will be tracked each time they use it at an event. The pass would change based on year and possibly the
event, but the general layout and design can stay consitent.
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NAME
DATE OF EVENT
NAME OF EVENT
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Appendix D
The alumni swag pack is designed for the winners of the alumni spirit challenge competition. We decided to
use 75 as the number for each prize since thats the rough average of graduating classes from St. Bede. After the
initial results are analyzed, the prizes can be increased or decreased to fit the class better. The total cost of this is
$928.
Estimate is from wristbandcreation.com. The budget accounts for $103. There are discounts when
more than 100 are ordered, but we accounted for 75
initially until the success can be analyzed.
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Appendix E
PERU, Ill. The St. Bede Academy will be hosting its annual homecoming week this
week on campus.
Homecoming week is proven to be one of the best times of the year for the St. Bede Academy community. Events will be held all weeklong leading up to the big Homecoming football game on Saturday afternoon.
Homecoming is the best time of the year and I cannot wait to for all of the big events to come this
week...especially since its my senior year, says senior St. Bede student, Karlie Zeipen.
The faculty of St. Bede Academy anticipates multiple returning alumni to come out to the football game
and show their Bruin school spirit.
We are excited to get out on the field as a team an bring home a Bruin victory for everyone in our community, says Colin Coyne, a senior captain for the football team.
Please come out and join the St. Bede Academy Bruins as they celebrate their annual homecoming traditions.
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Appendix F
The we are St. Bede video is a fun way to get seniors to share their favorite memories and moments before
graduation. The budget accounts for $1,000 with estimates from professional video companies charging that
price per finished minute of video. St. Bede has produced their own videos in the past, but we suggest going with
a professional service since this is something students can watch forever.
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Appendix G
This online calendar will be featured on the St. Bede home website. It shows a detailed list of all school events for
the current or upcoing month. This will allow alumni, students, and parents to stay up to date on events at St.
Bede Academy.
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Appendix H
The newsletter will feature a monthly recap of events at St. Bede. The newsletter will have traditional information
for alumni to catch up on, as well as a new donation system, which allows alumni to donate to a specific area of
St. Bede. In our newsletter, which is sent via email, we featured: athletics, art, memorial, and academic departments, which will allow alumni to see directly where their donation will go, and theyll have the ability to do it
virtually.
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Revolution PR
Alex Erlandson
Big Bruin
Brock Zimmermann
Focus Bruin
Joseph Byrne
Brave Bruin
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Julia Lange
Strategic Bruin
Raquel Ugalde
Mama Bruin
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