Your SlideShare is downloading. ×
Innate PR - New Business Pitch
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Innate PR - New Business Pitch

991
views

Published on

This presentation was given to Robert Quezada of the Boy Scouts of America, Inland Empire Council. As part of a public relations management course, my team of six students was asked to respond to …

This presentation was given to Robert Quezada of the Boy Scouts of America, Inland Empire Council. As part of a public relations management course, my team of six students was asked to respond to BSA's need for community engagement and scout troop leads. After some alterations to our campaign, we carried out the plan in the fall of 2010. A separate slideshow explains our success here: http://slidesha.re/iKUDHY.


0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
991
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • steve
  • steve
  • steve
  • steve
  • Steve
  • Steve
  • Jason
  • Jason
  • Jason
  • Jason
  • Becky
  • Becky
  • Becky
  • Christa
  • Christa
  • Kelsey
  • Kelsey
  • Christa
  • Christa
  • Christa
  • JASON
  • JASON
  • jASON
  • jASON
  • Kristin
  • Kristin
  • kRISTIN
  • Kristin
  • Kristin
  • Kelsey
  • Kelsey
  • STEVE
  • STEVE
  • Steve
  • EVERYONE
  • STEVE
  • Transcript

    • 1. Innate Public Relations fulfills Orange County's public relations needs
      through organic, results-oriented communications plans,
      with a vision to create a stronger
      and healthier community.
      1
    • 2. Public Relations Proposal
      Presented by Innate Public Relations
      Presented to Mr. Quezada
      Marketing Chair, California Inland Empire Council
      Boy Scouts of America
      2
    • 3. The Boy Scouts are…
      ….ready to grow as part of the Hispanic community of Southern California.
      “For regions like the Inland area, the Latino outreach is a matter of survival.” – David Olson The Press Enterprise March 2010
      3
    • 4. “…many Latino parents speak little or no English, and few Scout employees speak Spanish.” – Joseph Daniszewski, CEO of California Inland Empire Council, The Press Enterprise March 2010
      4
    • 5. The BSA has asked for…
      Increased public awareness of Boy Scouts of America, particularly in Hispanic communities.
      Recruit males ages seven to 11 to the Cub Scout program.
      Promote the 100th Anniversary of BSA.
      5
    • 6. Innate Public Relations will:
      Increase number of Boy Scout members in the Inland Empire by 15%
      Increase number of Hispanic Boy Scout members in the Inland Empire by 15%
      Increase membership ages seven to 11
      Celebrate the BSA 100th Anniversary
      6
    • 7. BSA Strengths
      100 years of established credibility in U.S. culture
      Strong understanding of branding
      BSA Handbook translated into Spanish helps CIEC
      Scoutreach program subsidizes low-income members
      7
    • 8. BSA Weaknesses
      Lack of bilingual staff members and volunteers
      Lack of translated online materials available in Spanish
      8
    • 9. BSA Opportunities
      Existing media relations
      Strong connection to religious institutions
      Increasing Hispanic population in Inland Empire
      60% of public school students are Hispanic/Latino in the Inland Empire
      9
    • 10. BSA Threats
      Competition from modern distractions
      Negative press associated with recruitment standards
      Competition from other youth programs
      4H YMCA AYSO
      AFTER-SCHOOL SPORTS
      10
    • 11. Demographics
      An estimated 4.1 million people live in the Inland Empire
      43% of those are Hispanic
      60% of public school children in Inland Empire are Hispanic
      20% of Scouts identify themselves as Hispanic
      11
    • 12. Psychographics
      Key observations:
      78% of Inland Empire residents identify themselves as Christians
      Approximately 14% of homes are headed by a female.
      12
    • 13. Situation Analysis and Core Problem
      Fiscal resources have been invested in marketing and advertising, according to an article by the Press-Enterprise.
      Public relations may be a more cost-effective option to reach BSA’s goals.
      BSA-CIEC is facing less than ideal membership enrollment, due in part, to a lack of engagement with Hispanic communities
      13
    • 14. Objective 1: Membership
      Increase overall Scout membership in Inland Empire by 15% before Feb. 28, 2011.
      This will improve the organization’s diversity, build a stronger community and reach the goal of increasing awareness for BSA.
      14
    • 15. Objective 1: Membership
      Key Public: Parents of boys ages seven to 11 outside of BSA
      15
    • 16. 16
    • 17. 17
    • 18. Objective 1: Membership
      Media Relations
      18
    • 19. Objective 1: Membership
      STORY IDEAS:
      Profile story on a Scout’s growth through BSA
      Back to Den Night
      Post-Scout for Scouts Campaign
      Profiles number of Scouts recruited and the success of the campaign
      19
    • 20. Objective 1: Membership
      Online Media – Why?
      Before deciding whether to purchase recommended products or services, more than four-out-of-five consumers (81%) will go online to verify those recommendations.
      -Cone Inc. Online Influence Trend Tracker
      20
    • 21. Objective 1: Membership
      Facebook Vanity URL (facebook.com/bsaciec)
      Facebook landing tab highlighting Back to Den Night and Scout for Scouts
      Twitter page (twitter.com/bsaciec)
      21
    • 22. 22
    • 23. Utilize #scout4scouts hash tag on Twitter so that current parents can tweet about their child’s experience, while reaching new potential Scout parents.
      23
    • 24. Objective 1: Membership
      Tactics:
      Re-vamp website to include Scout for Scouts and Back to Den Night logos
      Announce Back to Den Night through Monday Memo. E-mail will have a “share” button that allows users to e-mail to friends or send the memo as a link.
      24
    • 25. Objective 2: Diversity
      25
    • 26. Objective 2: Diversity
      Increase the number of Hispanic scouts in Inland Empire by 15% before Feb. 28, 2011.
      As population of Hispanics in the Inland Empire remains high, BSA must appeal to this growing audience in order to maintain its membership numbers.
      26
    • 27. Objective 2: Diversity
      Eliminate the language barrier between BSA and potential scout parents
      27
    • 28. Objective 2: Diversity
      Translate all website material into Spanish.
      Create easy-access link for Spanish website
      Translate Monday Memos into Spanish for parents
      28
    • 29. 29
    • 30. Objective 2: Diversity
      Make announcement at Back to Den Night that bilingual volunteers are needed.
      Communicate the need for bilingual volunteers through Monday Memo.
      30
    • 31. Objective 2: Diversity
      Strategy:
      Target potential bilingual volunteers through websites and message boards
      Post query on Volunteermatch.com
      31
    • 32. Itemized Budget
      Estimated Cost to
      Boy Scouts of America:
      $525
      35 hours X $15/hour
      Labor is the only cost.
      32
    • 33. Evaluation
      IPR will observe:
      • Increased number of Scouts
      • 34. Increased event attendance
      • 35. Pre- and post event surveys
      • 36. Volunteer count
      • 37. Increases in media impressions
      • 38. Facebook interactions
      • 39. Website analytics
      33
    • 40. Reporting procedures
      Weekly IPR team meetings
      Weekly status reports between Executive Director and client via phone
      Report will outline evaluation of campaign success
      Ongoing e-mail communication with client
      34
    • 41. Why we’re right for the BSA
      35
      • Fully understand the needs of BSA
      • 42. Research to understand demographics and our publics
      • 43. Word-of-mouth and social media campaigns are backed by research
      • 44. Provide a welcoming environment for all communities
    • Thank you sincerely from
      Innate Public Relations for the opportunity to serve the
      Boy Scouts!
      36

    ×