Ad2sd Public Service Book

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Program description for Ad 2 San Diego's 2008 - 2009 Public Service Campaign for the Big Brothers Big Sisters of San Diego County.

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Ad2sd Public Service Book

  1. 1. Public Service Every year, members of the San Diego advertising, marketing, and communication communities produce a pro-bono, comprehensive public service advertising and marketing campaign for a local non-profit organization. These are real campaigns that aim to make a difference. As suggested by the National Ad 2 Public Service Competition timeline, we began the client selection process in July of 2008. Through recommendations given from voiceofsandiego.org, a nonprofit, independent, online newspaper focused on issues impacting the San Diego region, and professional contacts we solicited applications for the 2008-2009 campaign (Exhibit A). We received 10 applications, and narrowed down our selection to two potential clients, Big Brothers Big Sisters of San Diego County and Just In Time (Exhibits B and C). After meeting with each, evaluating their needs and what we could provide, we selected Big Brothers Big Sisters of San Diego County. Situation Analysis Nationally, Big Brothers Big Sisters is a leader in one-to-one youth service, and has been for more than a century. Big Brothers Big Sisters develops positive relationships that have a direct and lasting impact on the lives of young people. Their mission is “to help children reach their potential through professionally supported, one-to-one relationships with mentors that have a measurable impact on youth.”
  2. 2. According to data supplied by Big Brothers Big Sisters of San Diego County, national research has demonstrated that the positive relationships between “Littles” (youth) and their “Bigs” (volunteers) have a direct and measurable impact on children's lives. “Littles” are:  More confident in their schoolwork performance.  Able to get along better with their families.  46% less likely to begin using illegal drugs.  27% less likely to begin using alcohol.  52% less likely to skip school. Locally, Big Brothers Big Sisters of San Diego County has served San Diego’s youth, helping them find support through quality, volunteer based adult role models, and have been doing so since 1961. Big Brothers Big Sisters of San Diego County accomplishes this by way of six well-defined programs: Amachi, Bigs in Schools, Community Mentoring, High School Bigs, Operation Bigs and Sports Bigs. The Problem:  Over 85% of their kids have been waiting for Big for over 6 months, and the average wait time for a boy is 1.2 years.  They have over 400 kids on their waiting list and over one hundred inquire about the program each month.  70% of their waiting list is boys, yet only 30% of their incoming volunteers are men. The Solution: Sports Bigs. Tailored to the male demographic, Sports Bigs provides special opportunities for adults to help build mentoring friendships and model good sportsmanship,
  3. 3. which provides the opportunity for children to experience sporting and recreational events that were once out of reach. At little or no cost, the program gives “matches” access to:  Tickets to professional sporting events during the year, including college levels, as available.  Quarterly sports/health clinics and agency Big and Little match sports tournaments.  Access to community sporting opportunities.  Ideas for low/no cost participatory Big/Little sports activities and information on best San Diego sports. The Opportunity: Our efforts would be two-fold; first, leveraging donated radio and television media, create an awareness campaign around Sports Bigs, and second, provide an update to the many marketing materials associated with the various programs Big Brothers Big Sisters of San Diego County offers. Adding to this exciting opportunity, Big Brothers Big Sisters of San Diego County informed us, that if we wanted, we had access to the San Diego Charger’s Chris Chambers for any creative deliverable. Phase I: TV and Radio Advertising Campaign Objective: Sports Bigs  Create an awareness campaign around the Sports Bigs program aimed at increasing the number of Bigs, thereby reducing the average wait time of 1.2 years. Target Audience  Males 25-35.
  4. 4. Strategy To achieve our campaigns objective, our creative was based upon the following strategy:  Get: Males 25-35.  To: Volunteer as Big Brothers in BBBS of San Diego county’s Sports Bigs program.  By: Telling them that Sports Bigs is not a large commitment, but a pledge of only two visits per month. Not only will they be able to make a positive difference in a young boy’s life, they will be able to do so through recreational sports or through free professional sporting events. Execution Following our client approved creative brief (Exhibit D); the Public Service committee began creative development writing campaigns that contained both television and radio executions. The Latino community accounts for more than 30% of San Diego’s population, and any produced campaign would need to be produced in both English and Spanish. In addition, due to budget constraints, our team’s concepts were to be simple to produce (daytime, single-day shoot, minimal cast, etc). Resulting from one month of development, our committee presented three campaigns to Big Brothers Big Sisters of San Diego County: “A Little Off”, “Unathletic Chris”, and “Growing-up-too-fast-itis”. The client selected, “A Little Off”, a tongue-in-cheek look at the benefits big brothers get from a Big/Little relationship. The spot featured an actual “Little” from the program in a testimonial approach explaining how the Sports Bigs program allowed him to hang out with Chris Chambers, which in turn greatly helped the professional athlete's abilities.
  5. 5. Media/Materials Used Our campaign would consist of :30 TV English and Spanish versions, and :30 Radio (English and Spanish versions) (TV and Radio (English) supplied on included DVD). Through Big Brothers Big Sisters of San Diego County, our campaign is scheduled to run all of 2Q 2009 in the following local spaces:  Fox 5 San Diego (TV)  San Diego 6 (TV)  KNSD (NBC) San Diego (TV)  CBS 8 San Diego (TV)  KUSI San Diego (TV)  San Diego KGTV (ABC) (TV)  KBNT – Univision (TV)  KDTF – Telefutura (TV)  Cox Media (TV)  Clear Channel (Radio)  KPRI (Radio)  KOGO (Radio) Phase 1a – Television (Exhibits E and F, script and storyboard) The production of “A Little Off - TV” was scheduled for February 14th, 2009 at San Diego State University, which was also gracious enough to donate all props required for our shoot. Thirtysevenclick, led by Public Service committee member Tobin Naguette produced the spot. Production equipment was donated by SKG/Las Vegas, San Diego Film and Video, and Sony Computer Entertainment of America. Our production team, assisted by Big Brothers Big
  6. 6. Sisters of San Diego County, contacted local businesses and arranged food, coffee, craft donations. Jack in the Box, a proud supporter of Big Brothers Big Sisters of San Diego County, donated gift certificates for the entire team. The edit and color grade were again performed by Thirtysevenclick, and the final audio mix was provided by local company Slappo. Phase 1b – Radio (Exhibit G, script) “A Little Off – Radio” was recorded in conjunction with the television shoot at San Diego State University. Thirtysevenclick edited both :60 and :30 cuts. Local media partner, Channel 6 San Diego performed the mix. Through Big Brothers Big Sisters of San Diego, Dick Enberg was contacted and volunteered his talents, contributing the narrator VO. Results Attained Results will be delivered at the 2009 National Ad 2 Public Service Competition Phase II: Marketing Materials Plan Objective: Collateral Design/Redesign  Redesign out dated, poorly designed program logos (Exhibit H) and redesign program and donor flyers (Exhibit I) in English and Spanish.  Design a general brochure describing all San Diego programs.  Design Golfers Jet-Away logo and collateral Target Audience  Donors, Parents of Littles, and Potential Bigs
  7. 7. Strategy and Creative Direction After evaluating all current collateral we found that the pieces were: inconsistent with each other, difficult to read, unattractive, and out dated. To create better collateral that would speak to and pull in the target audience, we determined a design direction for each of the pieces described above. Generally, we decided to get away from using every color in the organization’s official Usage Guide’s palette, and stick to one or two colors per program. The overuse of color in their current materials is taking away from the message, and overpowering the text. Redesign and new design will serve to:  Unify all logos by using a consistent font, and design a different element to vary them from program to program such as an icon, or color.  Create friendly flyers that are easy to read and have a stronger call to action that will elicit a response.  Create a general brochure to inform the target audience about all the different programs  Create a logo and collateral that will attract more people to the Golfers Jet-Away and in turn raise more money for Big Brothers Big Sisters. Execution To accomplish all the design needs we planned a “Collateral Day” in which the designers on our committee could spend an entire day with the Big Brothers Big Sisters’ Marketing Director and work together to complete all the design tasks. This event is scheduled to take place on March 28th, after this book is submitted. The new collateral will be presented at the AAF conference.
  8. 8. Media/Materials Used All flyers will be designed so the staff at Big Brothers Big Sisters can print them in house, in their office on their printers. The designs will be created on the personal Mac computers using standard design software from the Adobe Creative Suite, and all final files will be handed off to Big Brothers Big Sisters in all file formats upon completion. Results Big Brothers Big Sisters of San Diego County will have collateral they will be proud to distribute, and most importantly, collateral that will better communicate their needs, goals and services to the target audience. The new, stronger collateral will make a difference for their organization. Conclusion We created a TV and radio ad campaign that will get the word out that becoming a Big Brother is easy and isn’t an overwhelming task, while communicating the benefits in a fun, humorous way. Our “A Little Off” campaign is sure to get the positive attention Big Brothers Big Sisters of San Diego needs to put more Big Brothers in the Sports Big Program, as well as raise awareness about the organization altogether. The collateral redesign will provide Big Brothers Big Sisters of San Diego County with the tools needed to market themselves and inform their audiences about their programs. By tackling these marketing and advertising needs we are sure to make a difference for the organization that will benefit the lives of so many disadvantaged San Diego County Littles. We are excited and look forward to sharing all our results at the AAF convention in June.
  9. 9. 2008-2009 Ad 2 San Diego Public Service Campaign APPLICATION QUESTIONNAIRE The purpose of this application is to gather in-depth information about a non-profit organization’s area of focus and marketing objectives. The questionnaire below is part of the information we will use in determining the non-profit for Ad 2 San Diego’s 2007-2008 Public Service Campaign. To learn more, please visit http://www.ad2sd.com/publicservice.html. Please read the instructions carefully to help you fill out the application below. Instructions: 1. Please answer each question in the space provided and submit the completed application to: mbrass@efactormedia.com 2. If selected, you will be offered an opportunity to make a presentation to the Ad 2 Public Service committee. The purpose of the presentation will be to obtain a deeper understanding of your marketing objectives and evaluate Ad 2 San Diego’s involvement in the project will be. 3. The deadline for submitting a completed application is August 1st, 2008. 4. Agencies, organizations or groups served must be non-profit and exempt from Federal Income Tax under section 501(c)(3) or similar section of the United States Internal Revenue Code. Forms must be submitted by August 1, 2008. Organization: Address City: State: Zip: Contact Person/Title: (main liaisons between Ad2 and your organization) Business Phone: Business Fax: Email Address: 1. Briefly describe the purpose of your organization? (mission statement) 1
  10. 10. 2008-2009 Ad 2 San Diego Public Service Campaign APPLICATION QUESTIONNAIRE 2. How is your organization funded? What is your tax status? Please note: Your organization must be exempt form Fed. Income Tax under Sec. 501 (c) (3) or similar sect of USIR code. 3. Do you have a national headquarters? If so, where is it located? 4. What services does your organization offer and who are the recipients? 5. What other organizations in San Diego perform duties similar to your organization? How does your program differ? What makes your organization unique? 6. What is the current public perception of your organization? 2
  11. 11. 2008-2009 Ad 2 San Diego Public Service Campaign APPLICATION QUESTIONNAIRE 7. Has your organization been involved in any past legal infractions? Have any allegations been filed against your organization? 8. Are there any legal requirements that must be included in your ads? 9. Do you have a Board of Directors? If so, please list their names and positions: 10. If your organization is selected for Ad2’s public service campaign, what type of work do you envision being produced (i.e. print ads, tv ads, posters, marketing collateral such as brochures, new website, new logo/identity, etc…) 11. What is your approval process for the work Ad2 would do? 12. Who is your target audience? 3
  12. 12. 2008-2009 Ad 2 San Diego Public Service Campaign APPLICATION QUESTIONNAIRE 13. What message does your organization wish to convey? 14. What does your organization expect to achieve as direct result of this campaign? 15. Do you have an existing photo/video/film library? If so, how extensive is it? 16. Do you know of any publications or broadcast media that would grant you space to run your ads? Please list. 4
  13. 13. 2008-2009 Ad 2 San Diego Public Service Campaign APPLICATION QUESTIONNAIRE 17. Do you know of any editors/photographers/typesetters/printers that would be willing to donate their services? 18. What are your current marketing and advertising efforts? Are you currently working with any other group or advertising agency to create advertising or related activities? If yes, please provide the name of the group or agency? 19. Does your organization have funds available for the campaign? Please explain. 20. What is the timeline for the execution of your project? 5
  14. 14. 2008-2009 Ad 2 San Diego Public Service Campaign APPLICATION QUESTIONNAIRE 21. Why do you think Ad2 should choose your organization for the public service campaign? 22. This is an open section. Please note any additional comments you would like to make? 6
  15. 15. 2008-2009 Ad 2 San Diego Public Service Campaign APPLICATION QUESTIONNAIRE The purpose of this application is to gather in-depth information about a non-profit organization’s area of focus and marketing objectives. The questionnaire below is part of the information we will use in determining the non-profit for Ad 2 San Diego’s 2007-2008 Public Service Campaign. To learn more, please visit http://www.ad2sd.com/publicservice.html. Please read the instructions carefully to help you fill out the application below. Instructions: 1. Please answer each question in the space provided and submit the completed application to: mbrass@efactormedia.com 2. If selected, you will be offered an opportunity to make a presentation to the Ad 2 Public Service committee. The purpose of the presentation will be to obtain a deeper understanding of your marketing objectives and evaluate Ad 2 San Diego’s involvement in the project will be. 3. The deadline for submitting a completed application is August 1st, 2008. 4. Agencies, organizations or groups served must be non-profit and exempt from Federal Income Tax under section 501(c)(3) or similar section of the United States Internal Revenue Code. Forms must be submitted by August 1, 2008. Organization: Big Brothers Big Sisters of San Diego County Address 8515 Arjons Drive, Suite A & Suite G City: San Diego State: CA Zip: 92126 Contact Person/Title: (main liaisons between Ad2 and your organization) Business Phone: 858-536-4900 Business Fax: 858-537-1330 Email Address: deborahc@sdbigs.org 1. Briefly describe the purpose of your organization? (mission statement) Mission: The mission of Big Brothers Big Sisters of San Diego County is to improve the lives of children by creating and supporting one-to-one mentoring relationships with proven results. Young people need a friend they can count on, learn from and look up to. Big Brothers Big Sisters creates and nurtures one-to-one relationships that are precious, safe, and have the power to transform lives. It’s a Big Brother teaching his Little Brothers how to throw a baseball and be nice to girls. It’s a Big Sister helping her Little Sister become the first person in her family to go to college. Proven Results: Research consistently demonstrates that Big Brothers Big Sisters’ mentoring helps children overcome the many challenges they face. The most compelling evidence was found by Public/Private Ventures, an independent research firm, who showed that Little Brothers and Little Sisters are: • 46% less likely to begin using illegal drugs • 52% less likely to skip school • 90% (92% in San Diego) of children improve in self-esteem, school work, and social skills • More confident in their academic performance and able to get along better with their families 1
  16. 16. 2008-2009 Ad 2 San Diego Public Service Campaign APPLICATION QUESTIONNAIRE 2. How is your organization funded? What is your tax status? Please note: Your organization must be exempt form Fed. Income Tax under Sec. 501 (c) (3) or similar sect of USIR code. Big Brothers Big Sisters is funded by corporate donations, foundation grants, individual gifts and government funds (for the Amachi Program – targeting children of incarcerated parents) 3. Do you have a national headquarters? If so, where is it located? Yes. 230 North 13th Street • Philadelphia, PA 19107 4. What services does your organization offer and who are the recipients? Community-Based Mentoring: One-to-one mentoring out in the community Being a Big Brother or Big Sister means being a special friend to a child through a consistent, caring relationship. The Community-Based program is flexible to accommodate a variety of schedules. Volunteers meet with a child for 2-5 hours, 2-4 times a month, for a minimum of one year. An assortment of activity options and ideas are provided along with the training and support of a professional BBBS Match Support Specialist to ensure a positive experience for both the child and volunteer. Amachi: Amachi is a unique partnership of secular and faith-based organizations working together to provide mentoring to children of incarcerated parents. In the Amachi program, volunteers meet with a child once a week for at least an hour, for a minimum of one year. BBBS of SDC is partnering with faith institutions, human service providers and public agencies (particularly justice institutions) to identify children of prisoners and match them with caring adults Hermandad: Big Brothers Big Sisters of San Diego County is one of only a handful of the 480 BBBS agencies across the country engaged in a Hispanic Mentoring Model. The Hispanic Mentoring Model, which we have named Hermandad, which means Brotherhood and Sisterhood in Spanish, is in part, a response to large recent increases in the Hispanic population. It continues the BBBS tradition of outreach to underserved youth by focusing on the connection with Hispanic communities and the recruitment of Latino Bigs in one-to-one relationships with Latino Littles. School-Based Mentoring: One-to-one mentoring in a school setting Bigs in Schools: During the school year, Big Brothers and Big Sisters meet with their Little Brother or Little Sister at the child's school once a week for an hour, after the school day has ended. Big Brothers Big Sisters of San Diego County focuses on building friendships, and through those friendships stronger literacy and social skills are developed. This is not a tutoring program, but rather a chance for you to build a friendship in a fun environment, while reinforcing the importance of learning. This program is ideal for those that may only have an hour a week to volunteer. High School Bigs: Students at designated high schools volunteer to serve as mentors to students in select elementary schools. Elementary students benefit by receiving attention from a caring and consistent mentor, while high school students develop a strong sense of volunteerism while developing their own self- confidence. Operation Bigs: The first program of its kind in the nation, "Operation Bigs" provides mentors to children of military families in four elementary schools on base at Camp Pendleton. Many of the Big Brothers and Big Sisters are the Marines themselves, or other base personnel and community members who understand the needs of a child who has a parent deployed oversees. Volunteers meet for one hour weekly at the child's school 2
  17. 17. 2008-2009 Ad 2 San Diego Public Service Campaign APPLICATION QUESTIONNAIRE 5. What other organizations in San Diego perform duties similar to your organization? How does your program differ? What makes your organization unique? There are many good organizations that work with children in an effort to providing stability, support and positive role modeling. Big Brothers Big Sisters is unique, however, becuse our model is to match 1:1 mentors as opposed to the one to many model of other agencies. 6. What is the current public perception of your organization? We believe we have very strong name value. Big Brothers Big Sisters nationally has been recognized as one of the top ten organizations in the country with regard to being a trusted, well-run organization. Most prospective volunteers state “they’ve always known about Big Brothers Big Sisters” when asked about who referred them to us or how they heard about us. 7. Has your organization been involved in any past legal infractions? Have any allegations been filed against your organization? No. 8. Are there any legal requirements that must be included in your ads? No. 9. Do you have a Board of Directors? If so, please list their names and positions: Yes. (See attached list) 10. If your organization is selected for Ad2’s public service campaign, what type of work do you envision being produced (i.e. print ads, tv ads, posters, marketing collateral such as brochures, new website, new logo/identity, etc…) Communications Strategy, radio/tv PSA’s, print ads, brochures, website refinement 11. What is your approval process for the work Ad2 would do? Key staff approval (President, VP Operations, VP Development, Program Director, Marketing Manager) 12. Who is your target audience? Primary Target: Young Males 25 – 34 Secondary: Males & Females – 25 – 34 Some college ++ , typically single, no children 3
  18. 18. 2008-2009 Ad 2 San Diego Public Service Campaign APPLICATION QUESTIONNAIRE 13. What message does your organization wish to convey? Boys need men in their lives. 14. What does your organization expect to achieve as direct result of this campaign? Decrease waiting time of boys for male volunteers to more closely match waiting time for girls Current girls’ wait – 260 days Current boys’ wait – 440 days 15. Do you have an existing photo/video/film library? If so, how extensive is it? Yes. We have a library of local pictures and videos and access to national Big Brothers Big Sisters photos and video. Estimated number of digital photos is probably in the thousands. 16. Do you know of any publications or broadcast media that would grant you space to run your ads? Please list. We currently do not have regular ad space in publications/broadcast media. We do get reasonably positive response when it comes to stories. For example, the Union Tribune ran a front page article on San Diego Big Brothers Big Sisters on Sunday, June 22, 2008. 17. Do you know of any editors/photographers/typesetters/printers that would be willing to donate their services? Unsure, but we have a great deal of success with donated services and think we might be able to secure donations. 18. What are your current marketing and advertising efforts? Are you currently working with any other group or advertising agency to create advertising or related activities? If yes, please provide the name of the group or agency? We are in the process of a creating a strategic plan that will address how we market to our audience(s) but current activities are the use of networking partnerships, such as VAVi Sports & Social Club (to introduce Sports Bigs, our newest community mentoring program and organizations such as Volunteer San Diego. We also do on site recruitment at corporations, organizations and colleges. We do not have an advertising budget per se and rely on PSA’s and our website for virtual recruitment. When asked about how they heard about us, the majority of volunteers refer to word of mouth or “always known about you” 19. Does your organization have funds available for the campaign? Please explain. We don’t have dollars allocated for a campaign, but do have a very supportive board and other community angels that we think can help us garner resources needed to execute a very targeted push for male volunteers. It is our number one issue! 20. What is the timeline for the execution of your project? We are willing to work within the time frame you typically lay out for a pro bono service campaign. 4
  19. 19. 2008-2009 Ad 2 San Diego Public Service Campaign APPLICATION QUESTIONNAIRE 21. Why do you think Ad2 should choose your organization for the public service campaign? I have more than 500 reasons, most of them under the age of 12. They are willing to find a stranger who is ready to share his life, his experience and a little time with them. They need someone special in their lives. Those 500 reasons have waited more than a year --- It’s time that they find their new Big Brothers. There are thousands more boys who would also want a Big Brother that we can’t attempt to recruit because of the severe shortage of male volunteers. 22. This is an open section. Please note any additional comments you would like to make? Big Brothers Big Sisters of San Diego County is a flexible entrepreneurial organization that is willing to try new ideas to find mentors for waiting children. We were the first in the country to start and Operation Bigs program for children of deployed parents. We have moved our Hispanic children served from a very small group to more than 30% of the children we serve. We are ready to hit obstacles, such as lack of male volunteers, head on to meet the need of San Diego County children and create a model for the other 400 BBBS agencies in the United States. Your work with us could spearhead a plan that can be replicated throughout the country. 5
  20. 20. 2008-2009 Ad 2 San Diego Public Service Campaign APPLICATION QUESTIONNAIRE The purpose of this application is to gather in-depth information about a non-profit organization’s area of focus and marketing objectives. The questionnaire below is part of the information we will use in determining the non-profit for Ad 2 San Diego’s 2008-2009 Public Service Campaign. To learn more, please visit http://www.ad2sd.com/publicservice.html. Please read the instructions carefully to help you fill out the application below. Instructions: 1. Please answer each question in the space provided and submit the completed application to: mgirel@studio2055.com 2. If selected, you will be offered an opportunity to make a presentation to the Ad 2 Public Service committee. The purpose of the presentation will be to obtain a deeper understanding of your marketing objectives and evaluate Ad 2 San Diego’s involvement in the project will be. 3. The deadline for submitting a completed application is August 1st, 2008. 4. Agencies, organizations or groups served must be non-profit and exempt from Federal Income Tax under section 501(c)(3) or similar section of the United States Internal Revenue Code. Forms must be submitted by August 1, 2008. Organization: Just In Time for Foster Youth Address: 3363 Harbor View Drive City: San Diego State: CA Zip: 92106 Contact Person/Title: Kathryn Vaughn, President (main liaisons between Ad2 and your organization) Business Phone: (619) 226-6244 Business Fax: (619) 226-0447 Email Address: K@vv-law.com 1. Briefly describe the purpose of your organization? (mission statement) Just In Time supports former foster youth transition to adult independence by providing essential needs, tools for life, and guidance in a way that promotes hope and self-sufficiency. 2. How is your organization funded? What is your tax status? Please note: Your organization must be exempt form Fed. Income Tax under Sec. 501 (c) (3) or similar sect of USIR code. Donations from the general public and grants. We are a tax exempt 501(c)(3) organization. 3. Do you have a national headquarters? If so, where is it located? No. 1
  21. 21. 2008-2009 Ad 2 San Diego Public Service Campaign APPLICATION QUESTIONNAIRE 4. What services does your organization offer and who are the recipients? Just In Time currently operates five (5) programs for former foster youth between the ages of 18 through 26 in San Diego County: 1. Basic Needs Grant Program provides financial support to youth in emergency situations that may include rent money, bus passes, gas cards, interview clothing, vehicle repair, college housing deposits and assistance with utilities. 2. Grocery Gift Card Program provides youth with a grocery gift card for immediate food relief. 3. First Home Program provides gently used and new furnishings for a former foster youth’s first home. 4. Educational Assistance Program provides laptops, printers, and fundamental school supplies for students, along with financial seminars on how to create a budget while in college, and basic furnishings for their dormitory or college apartment. 5. Individual Sponsorship Program where board members and volunteers work one-on-one with a Just In Time youth to identify their needs, give life guidance, and connect youth with all of Just In Time’s program resources. In addition to the aforedescribed programs, Just In Time holds two special youth events each year. During the spring, we invite fifteen former foster youth, members of the community and their sponsors to a luncheon. We celebrate the progress of our youth and provide each former foster youth with up to $500.00 of vocational and education tools. For example, a former foster youth might be attending cosmetology school will receive hairdressing equipment, gas cards for the Police Academy youth, a dissection kits for the Pre-Med student and laptops for the GED student and so forth. In July, we hold a College Bound event, wherein, we select 15-20 highly motivated former foster youth who will attend school full-time in the Fall and provide each of them with a laptop, printer and furnishings for their dormitory/college apartment. 5. What other organizations in San Diego perform duties similar to your organization? How does your program differ? What makes your organization unique? Just In Time is the only organization in San Diego that provides emergency needs assistance to foster youth who have turned eighteen (18) and left foster care, through the age of twenty-six (26) years old. Many of our youth are in school, holding down jobs, and managing to get by financially, when they face an obstacle that threatens their stability. JIT helps prevent the former foster youth’s newly established life from falling apart. . For example, one might have a car break down without the funds to get it repaired. Once the car is towed, the youth faces towing charges as well as repair bills. Work is missed; classes are missed; the downward spiral begins. Just In Time steps in and fills the immediate financial need and, at the same time, uses personal connection and guidance to help the youth build a stronger foundation for his/her future. In this way, Just In Time assists youth who are "at risk" because of their precarious financial situations, lack of family support, and unstable upbringings. San Diego has some basic transitional homes available to our former foster youth for a short period of time, but Just In Time is the only organization who provides home furnishings such as beds, sheets, vacuums and other living essentials to our youth once they obtain their own apartment. Typically, most former foster youth programs offer assistance to the age of twenty-one (21), however, Just In Time provides all of our services to our youth up to America’s age of true independence, twenty-six (26). 2
  22. 22. 2008-2009 Ad 2 San Diego Public Service Campaign APPLICATION QUESTIONNAIRE 6. What is the current public perception of your organization? Currently, most San Diego residents do not even know about this forgotten population of youth who leave foster care at age eighteen (18) without any family support. When people learn about our organization and witness first hand the work we do, they are impressed by the dedication of our volunteers, the far reaching impact of our programs, and the way in which we give community members a safe vehicle in which to interface one-on-one with these deserving youth. 7. Has your organization been involved in any past legal infractions? Have any allegations been filed against your organization? No. 8. Are there any legal requirements that must be included in your ads? No. 9. Do you have a Board of Directors? If so, please list their names and positions: Kathryn Vaughn, President Diane Cox, First Vice President, Ways & Means Jeanette Day, Second Vice President, Community Relations Tony Hsu, Third Vice President, Treasurer Christina Maggiora, Recording Secretary Barbara Rothweiler, Operations, Lynne Doyle, Special Events Terry Kakuris, Membership Tonya Torosian, General Board Member Louarn Sorkin, Advisor. 10. If your organization is selected for Ad2’s public service campaign, what type of work do you envision being produced (i.e. print ads, TV ads, posters, marketing collateral such as brochures, new website, new logo/identity, etc…) Logo New website Display board featuring Just In Time events, youth, & volunteers Brochures Newsletter Youth testimonials and stories with photographs Business Cards 11. What is your approval process for the work Ad2 would do? Just In Time will create a committee of three Board members will work directly with Ad2SD, and approve any and all campaign proposals. 12. Who is your target audience? General public/community donors Foundations Local San Diego Business firms Rotary Clubs Volunteers 3
  23. 23. 2008-2009 Ad 2 San Diego Public Service Campaign APPLICATION QUESTIONNAIRE 13. What message does your organization wish to convey? There is a forgotten population in San Diego and these are our youth. With just a few hours of time, an in-kind donation, or a contribution, you can change a life. 14. What does your organization expect to achieve as direct result of this campaign? Create a financial partner or multiple partners to insure long term success of Just In Time. Create a powerful visual tool that can assist us in communicating the importance of Just In Time’s work: - Show empty dorm room vs. furnished - Show broken down car = domino effect: lost job – drop out of school – no rent money/lose home – living on the streets - Show empty apartment vs. apartment with bed = healthy young adult working and going to school - Show community donors & volunteers - Show Youth = Just In Time bridges the gap between community donors & volunteers and former foster youth 15. Do you have an existing photo/video/film library? If so, how extensive is it? One DVD, multiple photographs of My First Home, College Bound and Spring Into Success events. 16. Do you know of any publications or broadcast media that would grant you space to run your ads? Please list. No. 17. Do you know of any editors/photographers/typesetters/printers that would be willing to donate their services? No. 18. What are your current marketing and advertising efforts? Are you currently working with any other group or advertising agency to create advertising or related activities? If yes, please provide the name of the group or agency? Due to a limited budget, Just In Time has not engaged in active marketing. Thus, we have not retained the services of an agency – Just In Time is an all volunteer organization and we rely on volunteers to assist us with limited basic marketing. For example, a group of students from the Art Institute created our current logo and brochure as a class project. 4
  24. 24. 2008-2009 Ad 2 San Diego Public Service Campaign APPLICATION QUESTIONNAIRE 19. Does your organization have funds available for the campaign? Please explain. No. During the past five years, Just In Time has used all of its monetary donations to fund each of our programs, resulting in high number of assisted former foster youth and an overhead of 15% annum. Our organization is volunteer powered and all campaign material such as our current logo, brochure and website were prepared by other volunteers. 20. What is the timeline for the execution of your project? None. Our website requires the most immediate attention, but can continue to limp along until help arrives. 21. Why do you think Ad2 should choose your organization for the public service campaign? We think Ad2 should choose Just in Time because, over the past six years, we have proven our commitment and our ability to serve our population, despite the fact that we have had very few resources and no marketing budget. With the help of Ad2, we could be so much more effective at reaching and influencing our target donors; we could do a much better job of educating San Diegans about the plight of former foster youth and the need to support them. Just in Time has made it a priority to keep our overhead costs low (15%) and it is important that we keep it that way. That way, donors and volunteers can be assured that most of their contribution goes directly to the youth. 22. This is an open section. Please note any additional comments you would like to make? Just in Time is a very unusual organization because it is grass-roots. Everyone involved with the organization, including the Board Members, are hands-on contributors, interfacing directly with the youth and donating many hours of help each month. Although we help a significant number of youth each year, we are not well-known. We do not have any large sponsors. We do not have a huge staff to solicit funds and support. Yet we have helped hundreds of San Diego youth to be self-sufficient, productive adults. One testament to our effectiveness is the fact that we just hired Meredith Hall, one of the first former foster youth assisted by Just in Time, to be our first full-time Program Director. She is a recent graduate of U-C San Diego and a bright, delightful young woman who wants to focus on helping other foster youth. This would make a great news story. It is the ultimate achievement of any organization to have a recipient become the giver. 5
  25. 25. CREATIVE BRIEF: Big Brothers Big Sisters SD Ad 2 Public Service Committee Project: BBBS with focus on Sports Bigs Overview: Big Brothers Big Sisters of San Diego aims at providing a mentoring relationship for every child who needs one. To accomplish this, BBBS has established several programs to meet the needs of the various demographics they support. Sports Bigs is a program aimed at reducing the number of boys on their waiting list, by appealing to the big brothers, while promoting a healthy lifestyle for children and creating a common ground for mentoring to take place. Ad2 SD’s Public Service Committee will focus its primary efforts on growing and developing this program through marketing and advertising. Goals: • To increase volunteer numbers, thereby reducing the waiting time for boys • To increase awareness of the Sports Bigs program Objectives: Sports Bigs Get: Males 25-35 To: Volunteer as Big Brothers in BBBS of San Diego county’s Sports Bigs program By: Telling them that Sports Bigs is not a large commitment, but a pledge of only two visits per month. Not only will they be able to make a positive difference in a young boy’s life, they will be able to do so through recreational sports or through free professional sporting events Details: • Volunteers (Bigs) and children (Littles) spend 2-3 hours twice a month playing or watching sports • Volunteers (at least 18 years of age) can be mentors • BBBS provides free or low cost tickets, when available, to professional or collegiate sporting events • Bigs and Littles can also attend quarterly sports/health clinics sponsored by BBBS of San Diego County • BBBS match support staff provides volunteers ideas for low/no cost participatory Big/Little sports activities and information on the best San Diego sports spots • BBBS offers guidance and support on ways to have a successful mentor relationship • BBBS communicate regularly to check on how volunteers doing or share updates on the Sports Big Program and special Sports Big events Tactics: • TV o :30 • Radio o :30
  26. 26. “A Little Off” Client Big Brothers Big Sisters Title “A Little Off” thirtysevenclick Spot BBBS PSA Job # 1 Shot 1: Little in football coach attire Shot 2: Chris Chambers freeze call out Shot 3/4/5: Montage - Chris drops [Dolly vs still] passes Little: “When Chris first came to San Diego... SFX: Lightning Bolt Little (V/O): “...his game was a little off.” Shot 6: Chris struggles through tire Shot 6 (cont): Chris struggles through Shot 7: Chris stumbles course, Little watches course, Little watches Little (V/O): “His agility needed some Little (V/O): “His agility needed some work.” work.” Page 1
  27. 27. “A Little Off” Client Big Brothers Big Sisters Title “A Little Off” thirtysevenclick Spot BBBS PSA Job # 1 Shot 8: Chris stumbles Shot 9: Little reacts, disappointed Shot 10: Chris sprints past Little Little (V/O): “And his speed...” Shot 11: Chris races past; Little hits Shot 12: Chris turns to Little, ex- Shot 13: Little gives Chris the news stopwatch, turns to Chris hausted, hopeful Little: “Not so good.” Page 2
  28. 28. “A Little Off” Client Big Brothers Big Sisters Title “A Little Off” thirtysevenclick Spot BBBS PSA Job # 1 Shot 1: Little in football coach attire Shot 14: Montage - Chris sprints on Shot 14: Montage - Chris sprints on stairs stairs Little: “So, I let him hang out with me...” Little (V/O): “...a few times a month.” Shot 15: Montage - Chris sprints up Shot 15: Montage - Chris sprints up Shot 16: Chris arrives, exhausted stairs stairs Page 3
  29. 29. “A Little Off” Client Big Brothers Big Sisters Title “A Little Off” thirtysevenclick Spot BBBS PSA Job # 1 Shot 17: Chris arrives, exhausted; Lit- Shot 16: Little points up stairs, More! Shot 17: Chris reacts, bummed, runs tle points up stairs up stairs Little (V/O): “And after some intense training...” Shot 18: Push-ups, Little signals Shot 19: Push-ups, Little signals Shot 20: Chris pushes blocking sled; down/up with whistle down/up with whistle Little encourages Little (V/O): “...and help from the Big Little (V/O): “...and help from the Big Brothers Big Sisters’ sports mentoring Brothers Big Sisters’ sports mentoring program...” program...” Page 4
  30. 30. “A Little Off” Client Big Brothers Big Sisters Title “A Little Off” thirtysevenclick Spot BBBS PSA Job # 1 Shot 21: Little encourages Shot 22: Chris pushes blocking sled Shot 3/4/5: Montage - Chris makes electrifying catches Music: “...he’s finally starting to get it.” Shot 23: Little cheers Shot 24: Wide: Chris and Little walk Shot 24: Wide: Chris and Little walk off (Jib arm up); Insert: Logos off (Jib arm up); Insert: Logos Announcer (V/O): The Sports Bigs Men- Announcer (V/O): The Sports Bigs Men- toring Pprogram from Big Brothers Big toring Pprogram from Big Brothers Big Sisters of San Diego County. Free game Sisters of San Diego County. Free game tickets, sports clinics, and maybe even a tickets, sports clinics, and maybe even a 5 Page new coach. Grow young again. new coach. Grow young again.
  31. 31. “A Little Off” Client Big Brothers Big Sisters Title “A Little Off” thirtysevenclick Spot BBBS PSA Job # 1 Shot 24: Wide: Chris and Little walk Shot 25: Chris and Little walk past off (Jib arm up); Insert: Logos camera. Announcer (V/O): The Sports Bigs Men- Little: “Keep it up and you might go pro toring Pprogram from Big Brothers Big someday.” Sisters of San Diego County. Free game tickets, sports clinics, and maybe even a new coach. Grow young again. Page 6
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