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BE THE

IMPACT

CHANGE A

FUTURE

1 in every 3 people grow up without a mentor.


With a mentor,
With a mentor,

55% of at-risk youth are more likely to enroll in college.

46% of at-risk youth are less likely than their peers to start using illegal drugs.

Big Brothers Big Sisters of South Alabama

Executive Summary
Big Brothers Big Sisters of South Alabama (BBBSSA) is the largest one-to-one mentoring organization within Mobile,
Baldwin, Monroe, Escambia and Clarke counties. They enlist volunteers, Bigs, to help children, Littles, realize their
potential and build strong futures. They do so through two programs (community and school-based), typically
enrolling children ages 6-12 and supporting the match through age 18.
Big Brothers Big Sisters of South Alabama has been unable to acquire a sufficient number of male mentors, more
specifically African American male mentors, to match with the Littles. They believe that matching a Little with a Big
who corresponds in gender, as well as in ethnicity, will bring forth the most benefits for the child.
In January of 2016, Building Block Agency partnered with Big Brothers Big Sisters of South Alabama to create a plan
that will enable them to gain more male mentors for the organization. Through secondary research, we found that
men who are 35 to 54 years old, employed, have college plus experience or have attended trade school, married and
have reliable transportation are more likely to volunteer. Our primary research then revealed that ethnicity of the
mentors was viewed as least important, but gender of the mentor (when matched to the Little) was viewed as very
beneficial.
With thorough thought, we created a campaign, in which we can help our client grasp the attention of our key public.
We focused it around the positive change that an adult male can have on a young male. Men are so accustomed to
changing things such as a light bulb, a cars oil, the T.V. channel and we belive that they can go above and beyond
and become accustomed to change a childs future. Our campaigns big idea was short, simple and to the point:

BE THE IMPACT. CHANGE A FUTURE.

We chose to share this message through traditional and social media, as well as create a flyer and koozie that will
be handed out to our key publics throughout the communities. Additionally, we created a packet, which includes
the flyer and donation/recruitment letter. This packet will be delivered to male-owned businesses within the five
participating counties.
All in all, our goal for this campaign was to primarily increase the amount of male mentors, and secondarily increase
the amount of African American male mentors by May 1, 2017.

Table of Contents
Executive Summary.......................................1
Client Analysis .................................................2
Problem Statement........................................3
Situation Analysis............................................4
SWOT Analysis..................................................5
Secondary Research.......................................6
Primary Research..........................................12
Media Research.............................................19
Key Publics.....................................................20
G.O.S.T..............................................................21
Budget.............................................................26
Implementation...........................................28
Evaluation.......................................................35
Appendices.....................................................38

Client Analysis
Big Brothers Big Sisters (BBBS) Mission is to help children reach their potential through one-to-one
relationships with mentors that have measurable impact on youth.
The BBBS Vision is to provide successful mentoring relationships for all children who need and want them,
contributing to brighter futures, better schools and stronger communities for all.
More than 70% of Littles in need of a Big are boys. However, only 3 out of every 10 inquires to volunteer
for BBBSSA come from men. Research shows that having the positive influence of an adult makes a real
difference in a childs life. The children the organization serve, and those waiting to be matched, are
identified as primarily males, specifically African American males.

Success in Education
BBBSSA have confidence in their ability to impact children and put them on the right path. They use Public
& Private Speculations. A national nonprofit organization, their mission is to improve the effectiveness of
social policies, programs, and community initiatives, especially as they affect youth and young adults.

Avoidance of Risky Behaviors


BBBSSA believes that when kids stay out of trouble, they do better in school and in life. As a result, their
communities become happier, stronger, and safer places to live.

Higher, Greater, Better


BBBSSA encourages the next generation of children. Their program encourages children to set higher goals
for high school and college, improve self-confidence, and obtain better, stronger relationships with their
families.

Problem Statement
Big Brothers Big Sisters of South Alabama lacks a
sufficient number of male Bigs generally, and African
American male Bigs specifically.

Situation Analysis
Our client, Big Brothers Big Sisters of South Alabama, serves 500 children, 200 of which are boys in five
counties: Baldwin, Clarke, Escambia, Mobile, and Monroe. Our client wants to raise the number of male
Bigs, particularly African American male mentors, in order to better serve the needs of their Littles. For this
initiative to be successful, our client needs males to make the commitment and become a mentor. To our
client, the shortage in male and, specifically, African American male volunteers is an issue. Building Block
Agency views it as an opportunity to expand our clients demographics, as well as create an image that
portrays them as an organization that radiates diversity.

SWOT Analysis

Strengths
One-to-one mentoring relationships
A full training program for their mentors

Weaknesses
Heavily lacking in male vounteers,
especially African Americans
Lack of consistency in mentors

Opportunities

Threats

Expand demographics

Competitors: Boys and Girls Club,


churches, Team Focus, sororities, and
fraternities

Create an image that radiates diversity

A decline in current behavorial and


academic improvements could be
seen is BBBSSA does not obtain more
male mentors

Secondary Research
Methodology

Our secondary research was conducted by team members searching Pew Research, Google Scholars, and
the Marx Library Database for information about volunteerism in the United States, Alabama and more
specifically, our clients five counties. In addition, we found research about the benefits of mentoring in the
United States.
We pulled together our research and discussed what was important, and what was not important, to our
clients. We were able to gather ample research and had enough evidence to move forward with our primary
research.

Secondary Research
Objectives

The campaign creation began with many hours of


conducting research. Before beginning our primary
research, we completed secondary research on
volunteerism, African American males and males in the
United States. We put forth our best effort to find as much
in depth information as we could for our client.

The objective of our secondary research was to answer the following questions:
1. What are the ages, education levels, and occupations of people who volunteer in the United States?
2. How many females and males volunteer in the United States?
3. How many African Americans and Caucasians volunteer in the United States?
4. What are the issues within the African American communities in the United States that create such a

need for mentors?
5. How might all of these statistics affect our clients ability to find male and, specifically, African

American male volunteers?

Secondary Research
Volunteerism
Through our secondary research, we also discovered many issues with African American and male
volunteerism that will help us develop a successful campaign for our client. We found that African Americans
have a volunteer rate of 19.3% in the U.S. compared to Caucasians, who volunteer at a rate of 26.4%
(Volunteering in the United States, 2016). In Mobile and Baldwin County, African American males are 29
times less likely to volunteer and white males are 16 times more likely to volunteer (Nielsen). In addition,
in 2013 in the United States, women volunteered at a higher percentage at 27.9% than men at 21.8%
(Volunteering in the United States, 2016).

Percentages of male (21.8%) vs. female (27.9%) volunteer rates in the United States

Source: Volunteering in the United States, 2015. U.S. Bureau of Labor Statistics. U.S. Bureau
of Labor Statistics, 25 Sept. 2016. Web. 15 Mar. 2016.

Secondary Research
Key Issues
1. Teen births among the African American community are increasing, now at 68.8% (Urban Institute).
2. For an African American boy, his chance of going to prison in his lifetime is 1:3, compared to 1:17 for

his white counterpart (Urban Institute).
3. African American students have lower high school graduation rates and lower rates of enrollment in

college (Urban Institute).
4. African Americans have a greater chance of growing up in a single parent household (Urban Institute).
5. Due to the fatherlessness among the African American population, there are a rising number of

grandparents raising children.

Secondary Research
Key Publics
Our secondary research shed light on many areas and has helped us choose and understand our key
publics, who are the backbone of our campaign. We have discovered that, in 2015, 35 to 44 year-olds
(28.9%) and 45 to 54 year-olds (28.0%) were most likely to volunteer. In addition, if a person is married, they
volunteered at a higher rate than someone who has never been married, or someone who has other marital
statuses, 29.9%, 19.9% and 20.2%, respectively (Volunteering in the United States, 2016).
Individuals with higher levels of education (over the age of 25 with a bachelors degree or associates
degrees), were more likely to volunteer, at 38.8%, ...compared to 26.5 percent with some college or an
associates degree, 15.6 percent of high school graduates, and 8.1 percent of those with less than a high
school diploma (Volunteering in the United States, 2016). Paired with an individuals education level, 27.7%
of people who are employed volunteer, compared to 23.2% of unemployed people. Also, full-time workers
volunteered at a rate of 31.1% versus 26.3% of part-time workers (Volunteering in the United States, 2016).
In addition, based on secondary research using The Nielsen Company, provided to us in a meeting with Meg
Moreland at WNSP/WZEW, we discovered that in Mobile and Baldwin County, a male who has graduated
from college is 42 times more likely to volunteer than his peer with another education background. Also,
a male who works in production, transportation, and material moving is 82 times more likely to volunteer
and a male who works in construction, extraction or maintenance is 34 times more likely to volunteer (The
Nielsen Company, 2016).

10

Secondary Research
Why it Matters
Through our secondary research, we discovered many issues within the African American and male
population and volunteerism. These findings have helped us develop a successful campaign for our client.
To recap, we found that African Americans have a volunteer rate of 19.3% in the U.S. compared to
Caucasians, who volunteer at a rate of 26.4% (Volunteerism in the United States, 2016). This number has
decreased since 2006, when the volunteer rate for African Americans was 22% and Caucasians was 30%
(Foster-Bey, Dietz, and Grimm, 2016). In addition, in 2013, women volunteered at a higher percentage
at 27.9% than men at 21.8% (Volunteerism in the United States, 2016). Because these volunteerism
percentages have declined over the years, our client has had trouble reaching their key publics (African
American and Cacuasian males).
In addition, we discovered that a person who has college plus experience, is married and has a full time job
is more likely to volunteer than their peers who do not have these qualifications. The secondary research
found regarding the United States, matched the research from The Nielsen Company about Mobile and
Baldwin county. From our secondary research, we were able to gather questions for primary research and
begin developing ideas to reach our key publics.

11

Primary Research
Methodology
For our primary research, we used a survey (see Appendix A) and an interview questionnaire (see Appendix
B). The materials were prepared by careful consideration of the remaining questions that we needed
answered.
In addition to posting the link to our survey online, we went to USAs campus, three Winn Dixie locations
(Schillinger/Cottage Hill, Grelot/Hillcrest, and Catherine/Government), Wal-Mart (Tillmans corner) and
a church in Mobile, Alabama, and Warehouse Bakery & Doughnuts in Fairhope, Alabama to survey and
interview the public. With 176 survey responses and 10 interviews from the Mobile and Baldwin county
areas, Building Block Agency strongly feels that we have obtained adequate information to draw researchbased conclusions.
To analyze our findings, we inserted all of our answered surveys into Google Forms, which generated
pie and bar charts and percentages based on each answer. We then, took those pie and bar charts and
percentages and determined emerging themes or patterns. In addition, we analyzed the interviews by
connecting the results to the emerging themes or patterns found through our survey analyzation.

12

Primary Research
Objectives
The objectives of our primary research surveys and interviews were to dig deeper into the minds and
thoughts of the people in our target counties (Baldwin, Clarke, Escambia, Mobile, and Monroe).

In order to do this, we needed to answer a few more questions


1. Are people aware that our client exists?
2. Are people aware of the time qualification that it takes to be a mentor for our client?
3. Have people ever considered becoming a mentor for our client?
4. Do people think mentoring a child is a good thing? If so, why?

13

Primary Research
Surveys

Through our primary research, we were able to answer some important questions and draw conclusions
that will aid us in creating a successful campaign for our client. First, we discovered that 62.5% of people
who participated in our survey have heard of our client. Therefore, we drew the conclusion: the general
public in our clients target area has at least heard of Big Brothers Big Sisters of South Alabama. Thus, our
clients issue is not due to a lack of knowledge of Big Brothers Big Sisters of South Alabama.
Second we discovered a potential factor in our clients issues. Seventy-one point nine percent of people
surveyed, clearly lacked information about the necessary monthly requirement for mentoring a child, a
commitment of only four to six hours a month. This lack of information concerning time investment could
be preventing people from volunteering to mentor.
Third, the majority of people (77.3%) who participated in our survey have never even considered becoming
a mentor for our client. However, after discovering the monthly time commitment of only four to six
hours, 54.9% of people surveyed do, indeed, think they have the time to become a mentor. Therefore, we
concluded that the reason why more people are not volunteering for our client is because they do not know
the requirements for becoming a mentor.
Finally, many of the men participating in our interviews stated that although they can see the benefit of
having someone of the same ethnicity be a mentor for a Little, diversity is also extrememly important. In
order to learn to live in this world, children must learn about diversity and how to interact with every type
of person. For this reason, throughout our campaign, we have decided to focus less on ethnicity and more
on males in general, creating diversity. In addition to teaching Littles about diversity, this will help our client
create an image that radiates diversity.

14

Primary Research
Surveys Results

15

Primary Research
Surveys Results

16

Primary Research
Interviews

Through our interviews, we were able to gain more


insight into the mind of the public. First, seven out of 10
people who participated in our interviews had heard of
Big Brothers Big Sisters of South Alabama. Due to this
number being the majority, this gives us more evidence
that the general public in our counties knows our client
exists. Second, five out of 10 people surveyed did not
believe they had enough time to mentor a child due to
current commitments with jobs and family. Third, most
people believed the definition of a mentor had something
to do with being a role model. Additionally, a few of our
interviewees did not know that it only required four to six
hours a month to mentor, providing increased evidence
for our tactics to stress the short-time required for
volunteering.
An interview with one of Winn Dixies Store Directors (Catherine/Government Street), Kenneth, an AfricanAmerican male, really stood out to us. Kenneth believes we should invest in young people. In addition, he
noted peoples (mainly young people) need to understand what being successful means. It does not mean
you have to be an NFL star. Our interviews helped us narrow down our key publics, as well as create our big
idea and confirm that our key publics have a positive view regarding both mentoring and our client.

17

Primary Research
Interview Highlights
Winn Dixie Store Director, Kenneth
(African American male)
Kenneth would be very interested in mentoring through BBBSSA. He believes you should invest in young
people. Someone invested in him, and he wants to do the same. In addition, he said young people need to
understand that being successful does not mean becoming an NFL star.
Winn Dixie Store Director, Gary Winn
(Caucasian male)
Gary was not very aware of BBBSSA or of the qualifications to become a mentor. He would love to mentor
for BBBSSA, but does not know if he has enough time due to his unpredictable work schedule. However, he
believes mentoring is a good thing.
University of South Alabama Employee, Tim
(African American Male)
Since, Timothy did not grow up with a father figure or male mentor, he desires to do some things differently
with his life. Mentoring a child in need, he views, as an important part of growing up. Timothy believes that
it is important to have someone with whom you can identify; and therefore, he does see the benefits of
diversity.
University of South Alabama Employee, Cortney
(African American male)
Kourtney would be interested in mentoring for BBBSSA and believes it is important to have a role model in
your life. He stated that, although he can see the benefits for Littles to have a Big of the same race, diversity
is also extremely important and beneficial.

18

Media Research
Past Marketing Efforts

Big Brothers Big Sisters of South Alabama is continuously showing its presence in local businesses
throughout the five counties, recruiting mentors by word of mouth. Besides posting sporadically on two
social media platforms Facebook and Twitter our client has written releases that have been posted in the
Mobile Press Register about their events and achievements, as well as produce monthly newsletters and news
releases. In addition, our client hosts the BIG Event where they invite their 32 Corporate Big Community
Partners (key donors) and share their mission with other potential donors.
Two of Big Brothers Big Sisters of South Alabamas most recent, noteable efforts are The Divine Nine 90
and Fuse Project. The Divine Nine 90 program is a 90-day mentor recruitment challenge for National PanHellenic Council fraternities and sororities, including Alpha Phi Alpha Fraternity, Inc. and Omega Psi Phi
Fraternity, Inc. These historically African-American organizations, committed and united through their
common mission of service to the community, have joined forces with Big Brothers Big Sisters to recruit
minority male mentors. Big Brothers Big Sisters has also began a partnership with Fuse Project, a nonprofit
organization dedicated to supporting philanthropies and initiatives benefitting children along Alabamas
Gulf Coast. It has pledged to recruit 100 mentors to support Big Brothers Big Sisters of South Alabamas
mission.

19

Key Publics
Primary Public

Gender: Male
Race: African American
Age: 30-50
Psychographics: Employed (white collar, transportation, material moving, construction, extraction
and maintenance), college + experience or trade school, married, reliable transportation and desires
to see a change in the African American community

Secondary Public

Gender: Male
Age: 30-50
Psychographics: Employed (white collar, transportation, material moving, construction, extraction and
maintenance), college + experience or trade school, married, reliable transportation and desires to see
a change in the African American community
*All key publics were chosen based off of the research found on page 10.

20

G.O.S.T

Goals. Objectives. Strategies. Tactics

Overall Goal

Raise the number of male mentors, even more,


the number of African American male mentors at
Big Brother Big Sisters of South Alabama

Tactics
Strategies
Objectives
Goals

21

G.O.S.T

Goals. Objectives. Strategies. Tactics

Objective One
To increase male volunteers by 10% (about 15 new mentors) by May 1, 2017

Strategy One
Use traditional and social media that targets males within the five participating counties to promote Big
Brothers Big Sisters of South Alabama and the benefits of mentoring on a child.

Tactic One
Use Social Media (Facebook) consistently once a
week, on the same day, at the same time (such
as, W 11:00 a.m.). Post educational messages
pertaining to mentoring and the lack of male
mentors at Big Brothers Big Sisters of South
Alabama. Use the hashtags #BetheImpact and
#ChangeaFuture.
The goal of this tactic is to get you to post
consistently once a week, at the same time, to
build more likes, views, shares, and followers. You
can post more; however, consistency is key and
having at least one post per week at a designated
time and date will be beneficial. We chose to
use facebook for this objective because 42%
of facebook users are male and the majority of
facebook users are 38 years old, which falls almost
in the middle of the ages for our key publics
(Griggs). Use the hashtags #BetheImpact and
#ChangeaFuture. See implementations page 35
for Social Media Schedule.

Tactic Two
Use print media and send the press release that
we have written to your current news contacts
which should be completed by July 1, 2016. See
implementations page 31 for Press Realease.

Tactic Three
Use a PSA to promote BBBSSA. Contact Meg
Moreland at WNSP/WZEW ([email protected]).
See implementations on page 32 for PSA
script.

Tactic Four
Use a video to attract more African American
male mentors.

22

G.O.S.T

Goals. Objectives. Strategies. Tactics

Objective One
To increase male volunteers by 10% (about 15 new mentors) by May 1, 2017

Strategy Two
Use a flyer, koozie, and community events to more effectively and efficiently target males.

Tactic One
Use the flyer and koozie design created for you
to pass out at events that you have previously
set up, as well as throughout the community.
For example, pass these promotional items out
at any community sports game you attend or
any charity runs, such as the Azelea Trail Run
in Mobile, AL. Koozies can be ordered through
https://www.discountmugs.com/product/kzepupromotional-beer-can-coolers-and-customkoozies/?color=white. See implementations on
page 33 for flyer and koozie design.

Tactic Two
Use donation and recruitment letters created
to reach your current donors and male-owned
businesses listed on the Chamber of Commerce
within Mobile and Baldwin County. See
implemenations on page 30 for Donation and
Recruitment Letters. See Appendix F - H for
business list.

23

Tactics Rationale
Chambers of Commerce
The purpose of this list is so that Big Brothers Big Sisters of South Alabama can mail letters of recruitment
and donation requests - to local business related to our key publics - using the letters we have provided for
them. They can do this by creating a mailing list in Word or Excel, from which they can print on envelopes.
Then, letters can be copied and sent. Building Block Agency has strategically gathered names and addresses
from the Chamber of Commerce in the following counties: Mobile, Baldwin, Monroe, Clarke, and Escambia.
We chose to target businesses that had male contacts listed as well as occupations in areas such as food
preparation and serving, military specific, installation, maintenance, legal, architecture and engineering, just
to name a few. (Approximate cost for stamps and letters for the number of businesses represented is $52.00,
100 businesses with stamps at 0.49 cents each and 0.03 cents letters printed in black and white.)
If they wish, Big Brothers Big Sisters of South Alabama may add additional businesses to this list by visiting
the Chamber of Commerce websites for their counties. However, we chose only 100 businesses in order to
save our client money on mailings. In addition, if they receive $5.00 from each business, they will receive
$500, minus $52 for the stamps, giving them a total of $448 to use for printing more letters, as well as the
infographics flyer we have created for them.

24

Tactics Rationale
WNSP PSA
Building Block Agency met with sales manager, Meg Moreland, at WNSP/WZEW. In our meeting, we
discussed a possible Public Service Announcement (PSA) option for Big Brothers Big Sisters of South
Alabama (our client). According to Ms. Moreland, our client has done many PSAs through her and also sits
at their round table sessions occasionally. We decided to create this PSA for our client in order to better
target our key publics. Ms. Moreland stated that she can, ...place our PSA on WNSP, a sports radio station,
which reaches hard to find key publics. These hard to find key publics, happen to be our key publics: males
who are well educated, affluent home-owners, business decision-makers, etc This station has 91% male
listeners and 48.2% of those males have a college degree or more. By using this PSA on WNSP, our client will
be able to more successfully reach males, specifically African American males (The Nielsen Company).

25

G.O.S.T

Goals. Objectives. Strategies. Tactics

Objective Two
To increase African American male volunteers by 9% (about 7 new mentors) by May 1, 2017

Strategy One
Use traditional and social media that targets African American males within the five participating counties
to promote Big Brothers Big Sisters of South Alabama and the benefits of mentoring on a child.

Tactic One
Use Social Media (Twitter) consistently once a
week, on the same day at the same time (W 4:30
p.m.). Post educational messages pertaining
to mentoring, BBBSSA and focus on the lack of

Tactic Two
Use print media and send the press release that
we have written to your current news contacts
which should be completed by July 1, 2016. See
implementations on page 31 for Press Realease.

African American male mentors at BBBSSA.


The goal of this tactic is to get you to post
consistently once a week at the same time to
build more likes, views, shares and followers. You
can post more; however, consistency is key and
having at least one post per week at a designated
time and date will be beneficial. We have chosen

Tactic Three
Use a PSA to promote BBBSSA. Contact Meg
Moreland at WNSP/WZEW ([email protected]).
See implementations on page 32 for PSA script.

Twitter for objective two because it is popular


amoung those between the ages of 18 - 49,
college educated, males and more specifcally,
African American males (Pew Research, 2013). Use
the hashtags #BetheImpact and #ChangeaFuture.
See implementations page 35 for Social Media
Schedule.

Tactic Four
Use a video to attract more African American
male mentors.

26

G.O.S.T

Goals. Objectives. Strategies. Tactics

Objective Two
To increase African American male volunteers by 9% (about 7 new mentors) by May 1, 2017

Strategy Two
Use a flyer, koozie, and community events to more effectively and efficently target males.

Tactic One
Use the flyer and koozie design created for you
to pass out at events that you have previously
set up, as well as throughout the community.
For example pass these promotional items out
at any community sports game you attend or
any charity runs, such as the Azelea Trail Run
in Mobile, AL. Koozies can be ordered through
https://www.discountmugs.com/product/kzepupromotional-beer-can-coolers-and-customkoozies/?color=white. See implementaitons on
page 33 for flyer and koozie design.

Tactic Two
Use donation and recruitment letters created to
reach your current donors and African American
owned businesses within Mobile County. See
implemenations on page 30 for Donation and
Recruitment Letters. See Appendix F - H for
business list.

27

Budget
We will begin with the social media aspect of the campaign, from which the majority ($4,122.00) of the
expenses come. In order to have successful audience engagement on social media, you must dedicate 20
hours a month (minimum) to social media. If social media time and money is already factored into your
budget, you will not need to spend any extra money on social media, cutting the overall campaign price
down to a total of $329. Assuming a person makes $15 hourly, spending 20 hours a month (5 hours a week)
on social media would cost $300/monthly, resulting in a total of $4,122.00 for the entire campaign (12
months).
Next, we move on to the cost of the full color flyers. According to our research, it costs approximately 10
cents per flyer to print from home (i.e. not professionally printed). With a total of 2,550 flyers printed for the
campaign, the total cost for flyers would be $255.00.
Third, the cost of donation and recruitment letters would be 52 cents each (0.49 for stamps and 0.03 per
print for a black and white letter). At 200 black and white letters, the total would be $104.00.
Finally, the last aspect of the budget will be covered through sponsorship and will cost BBBSSA $0. This will
include the PSA and koozies handed out with the flyers.
In order to raise the money to complete these tactics, our client will ask for a small donation of $5.00 or more
in their letters to current donors and in their recruitment letters.

28

Budget Sheet
Key Public
Males
Strategy
Traditional and social media targeting males

Quantity
Per Item Cost
Total Projected
Tactics
Consistent Social Media

5 hours/weekly $15/hourly
$1,950
Print media and Press Releases
1/entirely
$0.00
PSA
1/entirely
$0

Strategy
Flyer and Koozie at community events to target males
Quantity
Per Item Cost
Total Projected
Tactics
Hand out flyers at events
approx. 850 approx. 0.10 each
$85.00
Donation and recruitment letters approx. 50
approx. 0.52 each
$26.00
Hand out Koozies at events

$0.00



Public subtotal
$2,061
Key Public
African American males
Strategy
Traditional and social media that targets African American males
Quantity
Per Item Cost
Total Projected
Tactics
Consistent Social Media
5 hours/weekly
$15/hourly

$1,950
Print media and Press Releases
1/entirely
$0.00
PSA $0

Strategy
Flyer and Koozie at community events to target African American males
Quantity
Per Item Cost
Total Projected
Tactics
Hand out flyers at events
approx. 850 approx. 0.10 each
$85.00
Donation and recruitment letters approx. 50
approx. 0.52 each
$26.00
Hand out Koozies at events

$0.00



Public subtotal
$2,061

29

Implementations
Letter of Recruitment
Big Brothers Big Sisters of South Alabama
9 Dauphin Street, Suite 101
Mobile, AL 36603
DATE
Dear [first name] [last name],
Big Brothers Big Sisters of South Alabama exists to help children reach their potential through one-to-one
relationships with mentors who have a measurable impact on youth. In order to do this, we need your help. At Big
Brothers Big Sisters of South Alabama, we face a shortage of Caucasian and African American male mentors (Bigs).
Of our children (Littles) who we currently serve, 159 are males. However, the current volunteer force contains only
143 male Bigs. Additionally, African Americans account for 287 of our Littles, while only 80 of our Bigs are African
American. At Big Brothers Big Sisters of South Alabama, we love diversity. Therefore, we need to recruit more males,
generally, and more specifically African American males.
Would you consider become a Big for a Little and change a life? In addition, would you consider making a donation
of at least $5.00 or more to help push our recruitment efforts forward? If you wish to make a donation, please mail
a check to Big Brothers Big Sisters of South Alabama, 9 Dauphin Street, Suite 101, Mobile, AL 36603 or visit our
webpage at www.bbbssa.org.
In advance, we sincerely thank you for your willingness to become a Big and donate to our cause. We promise that
your time and donation will go towards helping a child reach his potential and making our community a happier,
safer place to live.
Sincerely,
Aimee Risser, CEO

30

Implementations
Press Release
Big Brothers Big Sisters of South Alabama
9 Dauphin Street, Suite 101
Mobile, AL 36602
News Release
FOR IMMEDIATE RELEASE

FOR MORE INFORMATION, CONTACT:
April 21, 2016
Aimee Risser, CEO


[email protected]

Phone: 251-344-0536


Fax: 251-344-5413

You change the light bulb. You change the channel. Now, you can change a future. Big Brothers Big Sisters of
South Alabama seeks to change the futures of at-risk young males in our community, making our community a happier and safer place to live. In order for this endeavor be successful, we need your help to fill the gap
between the high demand for male Bigs to mentor our male Littles.
Big Brother Big Sister of South Alabama teaches Littles early that in diversity there is beauty and strength. In
order to create diversity among our Bigs, to better serve the needs of our Littles, Big Brothers Big Sisters of
South Alabama hopes to raise the number of male mentors, particularly African American male mentors.
Big Brothers Big Sisters of South Alabama holds firm to the fact that a mentor can do a lot for a Little by simply devoting 4-6 hours a month for one year. With your help, Big Brothers Big Sisters of South Alabama will
be able to more effectively impact and change the futures of the children in our community. We need men
of every race and occupation to step up and become a Big today.

31

Implementations
PSA

Title: Change a Future


Clients/Sponsor: Big Brother Big Sisters of South Alabama
Length: 30 seconds PSA
Air Dates:
You changed the light bulb. You changed the channel, and now you can
change a future. Big Brothers Big Sisters of South Alabama seeks to change
the future of at-risk young males in our community to help make our community a happier and safer place to live. In order for this to be successful,
we need you. At Big Brothers Big Sisters of South Alabama, we recognize
that there is beauty and strength in diversity. Therefore, we need men of
every race and occupation to step up and become a Big today. To become a
Big, and change the future of a child in your community, contact BBBSSA at
www.bbbssa.org.

32

Implementations
Flyer

BE THE

IMPACT

CHANGE A

FUTURE

Big Brothers Big Sisters of South Alabama

1 in every 3 people grow up without a mentor.


With a mentor,
With a mentor,

55% of at-risk youth are more likely to enroll in college.

46% of at-risk youth are less likely than their peers to start using illegal drugs.
We need men like you.

Volunteer Today!
At Big Brothers Big Sisters of South Alabama,
it only takes 4 - 6 hours a month to change a childs future and become a mentor.
T: (251) 322-0536

W: bbbssa.org

33

Implementations
Koozie

In order for our campaign to be successful, we have created a design to be printed onto koozies for
Big Brothers Big Sisters to pass out, along with flyers, at events, barber shops, churches, etc... The Hiller
Companies will be sponsoring this purchase and has agreed to cover $500.00 worth of koozies. Therefore,
it will not cost our client any extra money. The contact at The Hiller Companies is Claude Warren, cwarren@
hillercompanies.com, and he will be expecting to hear from our client. Upon contacing Claude and reciving
the sponsor money, BBBSSA should order Koozies through
https://www.discountmugs.com/product/kzepu-promotional-beer-can-coolers-and-customkoozies/?color=white.

Side 1:

Side 2:

34

Implementations
Social Media Samples

35

Evaluation
Goal
To track the increase in male Bigs by 10% by May 1, 2017,
our client should monitor two things:

Monitor the number of male Bigs gained from the start of the campaign on the first of each
month. In order to reach the goal of 15 new male Bigs, they must gain at least 1 2 Bigs per
month.

Monitor Facebook insights on the first of each month. In order to attract more potential
Bigs to BBBSSAs Facebook, our client will post capturing messages and images that will
give them more likes, followers and shares. Our client currently has 648 likes, with an
average of no more than 7 likes per post and an average no shares per post since Janurary.

36

Evaluation
Goal
To track the increase in African American male Bigs by 9% by May 1, 2017,
our client should monitor two things:

Monitor the number of African American male Bigs gained from the start of the campaign
on the first of each month. In order to reach the goal of 7 new Bigs, our client must gain at
least 1 Big per month (1 Big per month for 12 months actually equals 12 new Bigs, which
would put our client over the goal).
Monitor Twitter by looking into how many likes, shares, and followers our client has gained
since the campaign began. The current numbers are: 157 followers on Twitter, with an
average of no retweets and no likes.

Ultimately, our campaign will give our client a huge return on investment if they choose our
campaign. Our campaign will help Big Brothers Big Sisters of South Alabama successfully gain more
male and African American male Bigs. These Bigs will make a big impact and change the future of
the young males in our community.

37

Appendices
Appendix A
Volunteerism Survey
Thank you for participating in this survey about volunteerism. Today, we will gather information on
your thoughts and opinions about volunteering. This survey should take less than five minutes to
complete. You may choose to quit at any time. Your responses will remain confidential and
anonymous.
Please circle one answer unless otherwise stated.
1. I have experience volunteering.
Yes
No
2. If you have never volunteered, what are possible reasons why you have not? Please respond in
two sentences or less. Skip this question if you have volunteered.
3. I feel qualified to mentor a child. Strongly Agree Agree Neutral Disagree Stronlgy Disagree
4. I have four hours a month to devote to mentoring a child. Strongly Agree Agree Neutral Disagree
Strongly Disagree
5. I have heard of Big Brothers Big Sisters of South Alabama. Strongly Agree Agree Neutral Disagree
Strongly Disagree
6. I have a positive perception of Big Brothers Big Sisters of South Alabama. Strongly Agree Agree
Neutral Disagree Strongly Disagree
7. In two sentences or less, please explain your answer to the previous question (number six).
8. I am aware that it only requires four hours a month to mentor a child through Big Brothers Big
Sisters of South Alabama. Strongly Agree Agree Neutral Disagree Strongly Disagree
9. I have thought about becoming a mentor for Big Brothers Big Sisters of South Alabama. Strongly
Agree Agree Neautral Disagree Strongly Disagree
10. How old are you? 19-25 26-35 36-50 51-65 66 & up
11. What is your ethnicity/race? Caucasian African American Hispanic Asian Multiracial Other
12. What is your gender? Male Female Other_________________

38

Appendices
Appendix B
1. What is your definition of a mentor?
2. Have you ever considered being a mentor? Why or why not?
3. Interviewer gives brief overview of what it takes to be a mentor.
4. Have you heard of Big Brother Big Sister of South Alabama?
5. Interviewer gives brief overview of BBBSSA time qualifications.

39

Appendices
Appendix C
Winn Dixie Store Director: Kenneth (African-American Male)
1. Definition of mentor: someone who is a role model, someone who shows another person what is expected in life,
someone who teaches life skills
2. He has mentored at Blount High School.
3. He has heard of BBBSSA.
4. He would be very interested in mentoring through BBBSSA. He believes you should invest in young people.
Someone invested in him, so he wants to do the same.
5. He thinks it would be more beneficial to have racial matches, because people relate to people of the same race. He
noted that people need to understand what being successful means, and it does not mean you have to be an NFL star.
Winn Dixie Store Director: Gary (White Male)
1. He is not familiar with BBBSSA.
2. He believes a mentor is someone who is a good example.
3. He believes he indirectly mentors, although he has never had a planned mentorship.
4. He would take mentoring for BBBSSA into consideration. Right now, he does not have much time. He believes this
wife would probably be more interested.
5. He was not aware mentoring took so little time.
Winn Dixie Area Manager: Robert (White Male)
1. Definition of mentor: Counselor, someone that provides guidance
2. He has never considered becoming a mentor. He works 50+ hours a week and has a very sporadic work schedule.
3. He has heard of BBBSSA and believes they do good work.
4. If he had more time, he would love to mentor for BBBSSA.

40

Appendices
Appendix D
USA Employee Coordinator OMSA (Multicultural Student Affairs Office): Petre Freeman (African American Female)
1. Definition of mentor: Someone who inspires, encourages people to fulfilltheir destiny
2. Someone has mentored her, and she believes that it is her duty to give back to someone else.
3. She has heard of BBBSSA and has a positive perception of the organization.
4. She has considered mentoring with BBBSSA. HOwever, she has not allowedherself to commit, since her schedule
prevents her from giving 100%. She believes there are time conflicts with USAs schedules for students at the MCPS
schedules (which is what BBBSSA forms there events around).
USA Employee Graduate Assistant for Jaguar Productions: Whitney Washington (African American Female)
1. Definition of mentor: Someone who is there for you, gives you advice, and leads you in the right direction
2. She is a Big in the school-based program.
3. She believes BBBSSA is a great program, very goal oriented, shows initiative, and involved in the community.
4. She sees the gap with male mentors.
5. She felt qualified to become a Big because she has a little sister and had the time to mentor.
6. She says that it is not hard to become a big.
USA Employee New Student Recruitment: Joshua Missouri (African American Male)
1. Definition of mentor: a guide or a life coach, a leader, someone who guides someone else through transitions (both
difficult and not difficult times)
2. He believes that he mentors younger students who come through the new student recruitment office.
3. He has heard of BBBSSA and believes they are a fantastic, phenomenal organization. They really do make a change.
4. He would be interested in mentoring for BBBSSA but has a time constraint.

41

Appendices
Appendix E
USA Employee Financial Aid office: Janice Mitchell (African American Female)
1. Definition of mentor: A person who is reliable, dependable, someone who is an outstanding citizen, not just a talker,
but a doer
2. She has considered becoming a mentor, but she has never been one with the exception of teaching Sunday School
at her church.
3. She has heard of BBBSSA and has a positive perception. However, she does not know many people who are involved
with the organization.
4. She is interested in mentoring for BBBSSA, but has a time constraint due to her job and taking care of her
granddaughter. She also noted that her husband seems afraid to get involved with mentoring, because it involves
taking care of another persons child. She believes that a lot of people are afraid of the kids because of their ages.
USA Employees: Cortney (African American Male)
1. Definition of mentor: Father figure, someone to look up to, an idol
2. He is looking for mentors for himself.
3. He has never really heard of BBBSSA.
4. He would be interested in mentoring with BBBSSA.
5. He said that although he could see the benefits of having racial matches, it is important to have diversity.
USA Employee: Tim (African American Male)
1. Definition of mentor: someone who has life experience, who can reach back into their experiences and share them
with others who want to walk a similar path
2. Recently, he has thought about becoming a mentor. He did not grow up with a mentor and wants to do something
different with his life. He is very interested in mentoring for BBBSSA.
3. He has never heard of Big Brothers Big Sisters of South Alabama but has heard of Big Brothers Big Sisters on a
national level.
4. He says that it is, important to have someone that you can identify with. However, diversity is also important.

42

Appendices
Appendix F
African Queens Beauty Supply - 520 Houston Street - Mobile, AL 36606 (251) 476-4575
African Village - PO Box 7382 - Mobile, AL 36670 (251) 343-8138
BeeHives Downtown UpScale Barbershop - 558 St Francis St - Mobile, AL (251) 694-1157
Cuttin-Up Barbershop - 52 St Francis St. - Mobile, AL (251) 432-2001
Diversity Hair Studio - 880 Drive Martin L King Jr Avenue - Mobile, AL 36603 (251) 432-2880
Gregs Professional Barber and Beauty Salon - 1917 Duval Street - Mobile, AL (334) 473-9575
Charles Smith Pottery - 1410 Melrose St. - Mobile, AL 36605 (251) 432-3705 - (visit website)
Alex Gavin Video - 1556 Illinois Street, Mobile, AL (251) 285-0601 - (visit website)
Bishop State Community College - 351 North Broad Street, Mobile, AL 36603-5898 (251) 690-6416
Black Classics (Books & Gifts) - 2206-D Airport Blvd., - Mobile, AL 36606 (334) 476-1060
Carter Anthony Consulting Co - P.O. Box 9423, Mobile, AL 36691-0423 (334) 473-1545
Commonwealth National Bank - P.O. Box B , Mobile, AL 36601-0520 (334) 476-5938
Faithful Cleaners of Mobile - P.O. Box 66054, Mobile, AL (251) 623-4254 - (visit website)
First Choice Tax Service - Tax Service P O Box 66054, Mobile, AL (251) 623-4254
Gemini Studioz - 3240 Dauphin Street, Mobile, Alabama (251) 287-2104 - (visit website)
Gulf Federal Bank Inc - 901 Springhill Ave., Mobile, AL 36604-2711 (334) 433-2671
Inner City News - P.O. Box 1545, Mobile, AL, 36633-1545 (205) 473-2767
Mobile Beacon - 2311 Costarides Street, Post Office Box 1407, Mobile, AL, 36633 (205) 479-0629
North Side Check Exchange Inc - 2102 Saint Stephens Rd., Mobile, AL 36617-3727 (334) 471-5280
Wally Plumbing Company - 2195 Turtle Creek Lane E (251) 554-9221 Mobile, AL

43

Appendices
Appendix G
Dreamland Bar-b-que - 3314 Old Shell Road, Mobile, AL 36607 (251) 479 9898
Fayes Soul Food Dinner - 1453 Saint Stephens Rd, Mobile, AL 36603 (251) 433-8182
Mamas on Dauphin - 1220 Dauphin St., Mobile, AL 36602 (251) 432-6262
Saucy Q Bar B Q - 1252 Government St., Mobile, AL (251) 433-7427
Legalshield (Scott Blair) - 11583 Balsam Court Spanish Fort, AL 36527
Caldwell Wenzel & Asthana, PC - One Timber Way Suite 101 Daphne, AL 36526
Hand Arendall LLC (David Ryan) - 71 North Section Street Suite B Fairhope, AL 36532
Affordable Plumbing Sewer & Drain - 18729 State Highway 181 Fairhope, AL 36532
Affordable Plumbing Sewer & Drain - 18729 State Highway 181 Fairhope, AL 36532
Big Bay Lawn - Post Office Box 811 Daphne, AL 36526
Newmans Quality Home Improvement & Repairs, LLC - 105 Brentwood Drive Daphne, AL 36526 (251)
895-9004
NFL Building Center - 913 U.S. Highway 98 Daphne, AL 36526-4127
ServiceMaster Restoration by The Elliott Companies - 8320 Spanish Fort Boulevard Spanish Fort, AL
36527 (251) 473-7766
Servpro of Baldwin County - 7966 American Way Daphne, AL 36526 (251) 928-9625
Sexton Lawn & Landscape - 25341 State Highway 181, Suite 104 Daphne, AL 36526 (251) 626-3309
SLR - Southern Landscape Renovations LLC - 751 Cheswick Avenue Fairhope, AL 36532 (251) 583-5384
Another Broken Egg - 300 Fairhope Ave. Fairhope, AL 36532
Baumhowers Wings - 6880 U. S. Highway 90 Suite F-1 Daphne, AL 36526

44

Appendices
Appendix H
Mississippi Power Company - 304 S. Archusa Quitman, MS 39355
Barlow, Walker & Hill, PA. - Main Street, Quitman P.O. Box 109 Brandon, MS 39043
Athey Construction Services - 868 CR 441 Quitman, MS 39355 Phone: 662-375-2175
Shirley Miller Real Estate - 104 Cherry Lane Quitman, MS 39355 Phone: (601) 776-6548
Mimmos Ristorante Pizzeria - 110 Main Street Quitman, MS 39355 601-557-9006
Rustler Steak House - 5915 Old Hwy 80 W Meridian, MS 39307 Phone: (601) 693-6499
Baniakas & Associates, CPAs & Business Advisors, LLC - 120 S. Alcaniz St. Pensacola, FL 32502
Bizzell, Neff & Galloway, P.A. - 3250 W. Navy Blvd. Pensacola, FL 32505
James F. Hayden, CPA - 6706 N. 9th Ave., Bldg. C, Ste. 1 Pensacola, FL 32504

45

Appendices
Appendix I
Detailed Demographic Tables. Pew Research Center Internet Science Tech RSS. 2014. Web.

23. Mar. 2016.
Foster-Bey, John, Nathan Dietz, and Robert Grimm, Jr. Volunteers Mentoring Youth: Implications for Closing

the Mentoring Gap. Corporation for National and Community Service (2006). Web. 12 Mar. 2016.
Griggs, Brandon. CNN. Cable News Network. Web. 18 Apr. 2016.
Home Page - Big Brothers Big Sisters of South Alabama. Home Page - Big Brothers Big Sisters of South

Alabama. 2012. Web. 24 Mar. 2016.
Hurd, Noelle M, et al. Natural Mentors, Racial Identity, And Educational Attainment Among African American

Adolescents: Exploring Pathways To Success. Child Development 83.4 (2012): 1196-1212. MEDLINE.

Web. 12 Mar. 2016.
Kurtzleben, Danielle Kurtzleben. CHARTS: New Data Show Women, More Educated Doing

Most Volunteering. US News. U.S.News & World Report, 27 Feb. 2013. Web. 12 Mar. 2016.
Miller, David, M.Ed. Man Up: Recruiting & Retaining African American Male Mentors.

Mentoring. Urban Leader Institute. Web. 15 Mar. 2016.
The Nielsen Company. Http://www.nielsen.com/us/en.html. The Nielsen Company, Mar. 2016.

Meg Moreland WNSP/WZEW.
Social Networking Fact Sheet. Pew Research Center Internet Science Tech RSS. 2013. Web.

23. Mar. 2016.
Taniguchi, Hiromi. Mens and Womens Volunteering: Gender Differences in the Effects of

Employment and Family Characteristics. University of Louisville. Web. 23 Mar. 2016.
Volunteering in the United States, 2015. U.S. Bureau of Labor Statistics. U.S. Bureau

of Labor Statistics, 25 Sept. 2016. Web. 15 Mar. 2016.

46

Building Block Agency


About Us
Building Block Agency was created with the idea that having a secure foundation is the key to success. Therefore, our
mission is to provide our clients with the foundation they need in order to build their brand.
Brand Builiding Block by Block
We started as 10 people with one goal - to successfully get through Dr. Mia Andersons strategic campaigns course, but
little did we know, we had a lot more coming. Our class was strategically divided into two groups of five students. After
applying for positions, each of us were awarded.
And so it began...Building Block Agency Brand Building Block by Block. Our idea was to be a foundation for our client
and to help them build their company up one block at a time. Its all about strategy, and to strategy we are dedicated.
Our very first client is Big Brothers Big Sisters of South Alabama. Throughout the course of 14 weeks, we executed all of
our knowledge gained over the past four years at theUniversity of South Alabama to create a campaign for Big Brothers Big Sisters of South Alabama.

47

Building Block Agency


Meet the Team
Lewis, Skylar Account Executive
Skylar Lewis serves as the Account Executive for Building Block Agency. She is
responsible for the overall performance of the agency, aware of all aspects of our
current campaign, and oversees the final campaign execution. Lewis is also the key
contact between team members and the client. As Building Block Agencys account
executive, Lewis holds an integral part in our agency and this campaign, in which she
organized and wrote the executive summary and situation analysis.

Crawford, Andrew Co-Research and Sales Promotion Director


Andrew Crawford serves as the Co-Research and Sales Promotion Director for
Building Block Agency. He is responsible for the research done to determine target
audiences and attitudes and opinions for this campaign. In addition, je is responsible
for evaluation, copy testing, and other research methods. He is also responsible for
writing the sales promotion objectives, selecting forms of promotions to be used, and
determining strategic and tactical executive details. Crawford works closely with the
account executive, while creating marketing strategies, and makes decisions on forms
of consumer and/or trade positions.

Morgan, Taylor Ad Copy and Art Director


Taylor Morgan serves as the Ad Copy and Art Director for Building Block Agency. She
is responsible for art, including visuals for presentations and the design layout of this
book. Morgan is responsible for all advertising copy, including style, content, and
grammar. She works with the public relations director on written works. In addition,
Morgan works with the research directors and account executive on formulating a
creative strategy for this campaign.

48

Building Block Agency


Meet the Team
Scott, Victoria Public Relations Director
Victoria Scott serves as the Public Relations Director for Building Block Agency. Scott
is responsible for all public communication strategies. She works closely with the
account executive to plan programs of mutual understanding between our client and
their key publics. In addition, Scott directs the media relations duties and oversees all
written communication, such as news releases, public service announcements, and
newsletters. Scott is dedicated to our agency and performed her duties for this
campaign excellently.

Warren, Sydney Co-Research and Media Director


Sydney Warren serves as the Co-Research and Media Director for Building Block
Agency. She is responsible for the research done to determine target audiences
and attitudes and opinions for this campaign. In addition, Warren is responsible
for evaluation, copy testing, and other research methods. Warren is responsible for
developing the media strategy and has close with the art director and sales promotion
director. She is dedicated to our agency and performed her duties for this campaign.

49

BE THE

IMPACT

CHANGE A

FUTURE

Big Brothers Big Sisters of South Alabama

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