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CROPP Program- event protocol and itinerary
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CROPP Program- event protocol and itinerary

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CROPP Program- event protocol and itinerary CROPP Program- event protocol and itinerary Document Transcript

  • The Community FoodBank of New Jersey-- Southern Branch:CROPP-Corps Recruiting Event Protocol By Julian Gibson
  • CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012 TABLE OF CONTENTSPurpose …………………………………………………………………….….3Event Outline……………...……………………..……………………..….…..4Event Logistics…………......……………………...…………………….……..5Materials………………………………………………………………..………7Fundraising……………………………………………………………………..9Event Itinerary……………………………………..…………………….…..…10Media Relations………………………...……………………………………….11Emergency Guidelines…………………………………………………………..13CROPP Logos………………………..………………………………………….14 2
  • CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012 CROPP Recruiting Event Protocol and Itinerary Purpose of the Protocol- CGNW created this protocol to guide Southern Branch staff andCROPP-Corps members in planning, promoting and executing CROPP-Corps recruiting events.Since CROPP initially will be a pilot program, Southern Branch has the flexibility to try differentrecruiting strategies. CGNW advises CROPP’s implementation take place at the grand opening of the new facilityin Egg Harbor Township. Announcing CROPP’s launch at the grand opening allows the programto benefit from the publicity surrounding Southern Branch’s new facility. The following paragraphs contain an outline of a CROPP-Corps recruiting event, list ofrequired materials, and guidelines for event logistics. CGNW will provide training, consulting,graphic design and promotional services for each event at your request. Our firm feels weidentify with your target audience --college students. Therefore, CGNW will create a customevent plan for your organization based on information contained within this protocol. 3
  • CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012 CROPP-Corps Event OutlineOverall Goal – To enhance the Southern Branch’s brand identity. To achieve this goal, CROPPevents will recruit new volunteers, donors and supporters. In addition, CROPP events will informcitizens of Atlantic, Burlington, Cape May and Cumberland Counties of Southern Branch’s newfacility and activities.Primary message – “Join the CROPP-Corps and Fight Hunger” CROPP-Corps recruiting events will attract new volunteers, donors and supporters. CROPPwill achieve this goal by providing several forms of entertainment to attract large amounts offoot traffic. For example, CROPP-Corps Recruiting Stations will offer video games, green screenphotography and karaoke. CROPP-Corps recruiting event activities target a youngerdemographic. Additionally, these activities promote CROPP-Corps ability to make volunteeringfun. By following this approach, college students will join CROPP-Corps and spread the word totheir friends. CROPP’s organizational structure, imagery and logo embody a quasi-militarytheme. Therefore, the public should instantly identify with CROPP’s primary message. CROPP’sprimary message invokes a sense of accountability. Furthermore, the message has psychological,patriotic and nostalgic connotations. From an analytical perspective, CROPP’s message has two elements “Join the CROPP-Corps” and “Fight Hunger.” Each element serves a unique purpose. “Join the CROPP-Corps”requests action from the public; however, the first two questions the public may pose are “Whatis CROPP-Corps?” and “What does it do?” When both elements are combined, it becomes clear 4
  • CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012CROPP-Corps is a volunteer group focused on fighting hunger. Clarity of messaging will bevital to CROPP-Corps catching on with young adults. When the public views a CROPP promotional piece, each person will react differently. Forexample, individuals from military families may feel patriotic. However, individuals who are notmotivated by militaristic imagery could still donate to help fight hunger due to theirphilanthropic principles.Awareness – CGNW will create excitement and awareness about CROPP recruiting eventsthrough traditional and social media channels. For example, CGNW will conduct research todetermine the most popular media channels for each county and communicate CROPP’smessages through the appropriate channel. (e.g. Atlantic County – Television; CumberlandCounty – Newspapers)Logistical Guidelines- CROPP events will begin promptly at 10 a.m. to project professionalism. Local Universities will host CROPP events - (Stockton College). CROPP events will commence directly in front of the university’s student center to attract visibility and a high-level of foot traffic. If changes are necessary due to inclement weather, CROPP events will take place indoors or on another date. Southern Branch and University staff will receive notice of rescheduled CROPP event details via email. CROPP events are fun, yet functional and informative. 5
  • CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012CROPP-Corps members will invite local religious, political and community leaders toCROPP events.Local dignitary appearances at CROPP events are photographed and included in post-event news releases.In case of an emergency, CROPP-Corps members should call 911 immediately andnotify Campus Police and Emergency Medical ServicesCROPP-Corps members will setup and disassemble tents, sound systems or otherequipment.Southern Branch executives should make surprise appearances at CROPP events toparticipate in photo opportunities.Southern Branch executives should network with University administrators andensure Southern Branch and CROPP are being represented professionally.Local media outlets will receive news releases related to a CROPP event at least oneweek prior to the event. 6
  • CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012Materials - CROPP events require the following items to achieve success: One white, 3-door, RWD, Cargo Digital Camera w/ Green Screen Van, 6-Speed Automatic, 4.8L V8 Photo wall 16V MPFI OHV Flexible Fuel and professionally painted with CROPP-Corps and Southern Branch logos. Video Game Wall Two 10x20 EZ Pop-Up tents to Professional sound system serve as recruiting / reception featuring the following items: stations o SKB DJ Station: Roto- Mold Shell, 10U Slant Top Rack, 6U Front Rack, Wood Reinforced, Soft Nylon Cover. 7
  • CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012 o Acoustic Audio GX-350 Pair 500 Watt Pro DJ Speakers PA Studio Monitors o Pyle-Pro PSTK103 Heavy-Duty Aluminum Anodizing Dual Speaker o Pyle Pro PTA1400 1400 Stand with Traveling Bag Watt Professional Power Kit. Amplifier o Four Pyle-Pro PPSJ30 o Two or more wireless Professional Speaker microphone Cables (12 Gauge, Speakon to 1/4, 30 ft.)Details- CROPP-Corps members will distribute giveaways like recipe cards, food calendars andpens . The giveaways serve as incentives for signing up and enhance Southern Branch’s Brandidentity. 8
  • CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012Fundraising The green screen photo wall and video game wall will attract foot traffic and identifywith a college aged audience. Additionally, these attractions create non-traditional methods offundraising. When a person donates five dollars or more to the FoodBank, they receive a gift of aticket redeemable for a green screen photo or two rounds on the video game play. The soundsystem will attract college students walking around campus. They will be able to sing a karaokeversion of their favorite song for a five dollar donation. The CROPP-Corps van will serve as a mobile promotional vehicle and storage device forCROPP event materials. The van should display a professional paint job with clean graphics.Additionally, the van should have 20-inch rims, a sound system and video screens to furtheridentify with CROPP’s target audience. 9
  • CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012 CROPP Recruiting Event Itinerary –Stockton 8 a.m. - CROPP-Corps members arrive on campus to meet with Stockton College SpecialEvent staff. 9 a.m. - CROPP-Corps members arrive on campus to help set up CROPP Recruiting Station Team A Unload CROPP-Corps van Set up tent and tables Check sound system Team B Walk across campus to distribute flyers and spread the word about the event. Welcome Stockton administrators, community leaders and other guests. 10 a.m. - Event begins. CROPP-Corps members continue to walk around campus todistribute flyers. 10 a.m. to 4 p.m. - CROPP-Corps members play music, network and register new CROPPmembers. 4:30 p.m. - CROPP-Corps members pack up materials and return to Sothern Branch tounload the van and secure materials at the main facility. 10
  • CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012 Media Relations CROPP’s staff should include a public relations practitioner. This individual can be a current,qualified volunteer or college intern. Qualifications for this position include a background incommunications and excellent written and verbal communication skills. This individual’s dutieswill include producing newsletters, creating media kits and supervising CROPP media relationsefforts. Local and state-wide print, digital and broadcast media outlets will receive news releasesone week in advance of CROPP events. CROPP media kits should include: News release Fact sheets related to SB and CROPP F.A.Q sheet Photographs Southern Branch and CROPP logos Biographical data on CROPP and Southern Branch staff Lists of Southern Branch media contacts 11
  • CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012 Media Relations Overview Print Media: Create news releases targeting media in the vicinity of Stockton College: Newspapers Magazines Cape May Star and Wave Atlantic City Weekly The Current of Egg Harbor Township Cape May Magazine Courier Post Lifestyle Magazine The Press of Atlantic City South Jersey Magazine Broadcast Media: Provide outreach to the following broadcast networks: WCAW-NBC10 WPSG- CW57 WHYY-PBS12 WPVI-ABC6 WKYW-CBS3 WTXF- FOX29 WNJN-NJN WUVP-UNIVISION WPHL-PhL17 WMGM-TV40 Radio: Provide outreach to the following radio outlets: 77 WABC – 770 AM, WNJZ - 90.3 FM, NJN, ABC Radio New Jersey Public Television and Radio WNJM - 89.9 FM, NJN WNJN - 89.7 FM, NJN New Jersey Public Television and Radio New Jersey Public Television and Radio College Media: Stockton College’s media outlets: Argo, student- WLFR 97.1, student, Stockton Student Television (SSTV),produced community directors and staff information and entertainment for on-campusnewspaper produced radio television channel 10 12
  • CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012Emergency GuidelinesIn the event of an emergency, CROPP-Corps members should follow these guidelines: Call 911 immediately Locate and alert campus police of the situation Inform Southern Branch executives in attendance of the situation If no Southern Branch executives are in attendance, refer to your contact sheet with Sothern Branch emergency contacts and call the appropriate person immediately. Inform CROPP-Corps members to immediately assemble at the CROPP-Corps van Take a headcount of CROPP-Corps members once they assemble at the van If any CROPP-Corps members are missing alert campus police Secure CROPP-Corps equipment Don’t offer any unadvised statements to the media Refer any media with questions to contact the Southern Branch’s main facility Return to Southern Branch’s main facility 13
  • CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012Logos-Created by Julian Gibson – April 15, 2012 14