Crafting a communications strategy that was aimed at increasing sponsorship.

1. Giving
Opportunities
to Others
Audience Analysis:
The GOTO Group
Anushka Kassim, Geeta Keswani, Tessa Reynolds, Vikram Sangha
The Active Audience, Section 2; December 9, 2014
1
Giving Opportunities To Others
Audience Analysis:
The GOTO Group
…
The Active Audience
Section 2
December 9, 2014
…
By:
Anushka Kassim
Geeta Keswani
Tessa Reynolds
Vikram Sangha

2. A U D I E N C E A N A L Y S I S : G O T O
Agenda
➔ GOTO Summary
➔ Population Overview
➔ Segmentation Methods & Analysis
➔ Target Audiences Considered + Personas
➔ Target Audience Recommendation
➔ Key Insights
➔ Creating a ‘Sticky Message’
➔ Chosen Communication Channels
➔ Expected Audience Engagement
2
Our objective for the following presentation is to highlight the best target market for GOTO to
reach their goal of 100 volunteers by the end of the year. We will go through the following
pieces of information:
1. A brief summary of GOTO, including their mission statement and present positioning
statement
2. A population overview
3. Our segmentation method and analysis of the targets
4. The target audiences that we considered and their personas
5. The best target audience for GOTO to engage with
6. The key insights that we gleaned from our research
7. Creating sticky messages for the chosen target audience
8. Which communication channels this audience can be most effectively and efficiently
reached through
9. Finally, we will present what we think this audience’s engagement will be like
2

3. Current
Situation
3

4. A U D I E N C E A N A L Y S I S : G O T O
Topline Summary
What does GOTO do...
Provides underprivileged middle school students with
the opportunity to attend art summer camp.
What does GOTO want...
➔ Age: 21-35
➔ Young Professional
What does GOTO need…
➔ 100 new volunteers (20 leaders + 80 general)
➔ Contribute 8 hours per month
4
Topline Summary
GOTO draws on ambitious, young professionals who are willing and able to volunteer their
time to the organization, in order to give underprivileged middle school students the
opportunity to immerse themselves in the arts. Like most NPO’s, GOTO relies on these
volunteers not only to fundraise, but also to plan events where they can raise awareness about
GOTO’s mission. GOTO is looking for 100 young professionals in New York who are between
the ages of 21-35, and are interested in leadership positions as well as an opportunity to
volunteer 8 hours per month to a worthy cause.
4

5. A U D I E N C E A N A L Y S I S : G O T O
Mission Statement
“Giving Opportunities To Others (GOTO)
enriches the lives of promising,
underprivileged middle school students by
immersing them in art and music.
This effort is complemented by a series of
initiatives that encourage philanthropic
awareness and leadership among young
professionals.”
5
Mission Statement
This concise mission statement speaks to the core of GOTO. It is important to highlight certain
parts of this statement because these aspects are what set GOTO apart from other
organizations, specifically from other arts and humanities related NPO’s. Upon further scrutiny
one can extrapolate that GOTO’s mission is two pronged: Not only do they aim to provide
worthy middle school students in underprivileged schools with the opportunity to partake in the
arts, but they also aim to inculcate leadership and philanthropic values among young
professionals.
5

6. A U D I E N C E A N A L Y S I S : G O T O
Current Positioning
To NYC’s young professionals, GOTO is the
only NPO that offers them an outlet for
socializing and leadership opportunities, so
they can enjoy volunteering and forge new
relationships with like-minded peers.
6
Current Positioning Statement
Currently GOTO aims to engage young professionals in the New York City area. GOTO
targets this market by offering them the opportunity to seize leadership positions, such as
Head of Marketing, Membership, and Events Committee. Furthermore, GOTO offers these
young professionals a chance to socialize with their peers, whether it is in a meeting setting or
at one of GOTO’s events like their Kentucky Derby party. Due to the leadership and social
aspect that GOTO offers, volunteers can have an enjoyable experience as they not only
volunteer, but also forge new relationships with like-minded peers.
It is important to note that the “mentorship” volunteer which was mentioned in class does not
fall under the scope of the volunteers required by GOTO; this is because that particular
volunteer position is to be fulfilled by a graduate of the program and not a new volunteer.
Thus, we have not pursued this avenue in terms of volunteer requirements for this report.
Quintessentially, GOTO offers their volunteers an experience, where they can socialize with
new people, develop their leadership skills, and give back to the community at large.
6

7. A U D I E N C E A N A L Y S I S : G O T O
SWOT Analysis
STRENGTHS
● Unique
● Great leadership
● Social aspect
● Meet the scholars -
Heartstrings
WEAKNESSES
● Getting volunteers
● Obtaining funding
● Moving new members up to
leadership positions
OPPORTUNITIES
● Build upon the image
● Use more free communications
→ WOM + Shares
● Diversify event types
● Incentive Apps
THREATS
● Other NPO’s with more funding
● Economy
● Other NPOs
7
SWOT Analysis
In order to gain a well-rounded perspective on GOTO, we conducted a SWOT analysis.
GOTO’s point of differentiation is that it is a unique organization, with a specific mission that
not many other NPO’s are addressing. Furthermore, GOTO encourages their volunteers to
take up leadership positions versus just being a cog in the machine; the room for growth is
encouraging to volunteers. GOTO also offers their volunteers a chance to socialize with new
friends while making a difference. Finally, GOTO’s work is visible, as volunteers can meet the
children who they have helped, and it is this heartstring connection that makes an NPO
successful.
GOTO struggles with obtaining volunteers and funds. However, both of these weaknesses
have already been acknowledged by GOTO, and one of them is going to be addressed in this
presentation. A third weakness that GOTO has is encouraging their volunteers to stay with the
organization and make their way up the leadership ladder.
GOTO has four opportunities that it could pursue. Firstly, GOTO needs to build upon its image
as being a socially inclined but arts related NPO, this includes using Search Engine
Optimization (SEO) to improve their online image. Secondly, GOTO should try and bank on
free communication platforms like Facebook, Twitter, and Instagram, as well as the most
powerful communication tool: Word Of Mouth. GOTO should also diversify the types of events
that they hold, perhaps a game night or a visit to a concert or gallery particularly for their
volunteers. Lastly, another opportunity that GOTO has is to partner with incentive applications,
like Reward Volunteers. We will discuss this opportunity in more detail later on in the
presentation.
7

8. GOTO has three main threats that they must deal with soon, the first one being that they may
continue to get overshadowed by other NPO’s that have more funding. The second threat is
the economy - according to Bureau of Labor Statistics the current unemployment rate is 5.8%,
however if this rate increases it will be difficult for GOTO to gather volunteers who are young
professionals. Needless to say GOTO cannot change the economy, but with dedicated
volunteers, the ups and downs of the economy will be less impactful to the organization.
Thirdly, there are several other NPOs within New York City that also offer artistic support to
children, as well as competition for GOTO when it comes to sourcing funds and volunteers.
8

9. A U D I E N C E A N A L Y S I S : G O T O
Population Overview
➔ New Yorkers
➔ Ages 21-35
➔ Young Professionals
9
Population Overview
The general population that “fit the bill” for GOTO’s volunteers are young professionals in New
York who are between the ages of 21-35. We have defined the term “young professional” to
mean anyone in that age group who has a job, or is actively seeking employment.
9

10. Audience
Segmentation
10

11. A U D I E N C E A N A L Y S I S : G O T O
Demographic
➔ Ages 21-35
➔ Unmarried, No Children
= No Responsibilities
➔ Financially comfortable
➔ College Educated
➔ Employed or in
transition
11
Demographic
Younger professionals (aged 21-35) tend to network and connect more actively, as they are
not only looking to accelerate their careers but also make new friends as well. Additionally,
them being single makes them more likely to mingle, which is great for GOTO because we
want their volunteers to feel connected to each other as well as the cause. Furthermore,
according to, “Giving and Volunteering” a report by the Independent Sector, people who had
personal connections to the organization made up 71.8% of the volunteer force last year.
Furthermore, they would preferably be unmarried, however those with significant others are
also welcome. The reason we have specified unmarried is because according to a study titled
“Generous or Greedy Marriage? A Longitudinal Study of Volunteering and Charitable Giving,”
by Professor Einolf of DePaul University, individuals volunteer less time after marriage
(although charitable donations, especially towards religious institutions, increases after
marriage). Additionally, singles are in general more likely to be social as they are looking to
meet new people. The goal is for these single volunteers to form a community of their own.
Preferably, these volunteers will not have any children, as we realize that they may have less
time and more responsibilities as compared to the average childless young professional.
The volunteer would have to be somewhat fiscally stable. This is for two reasons, it is those
who are comfortable with their income that will be able to enjoy the events, also those that
are uncomfortable and may be working two jobs simply may not have the time to volunteer.
Moreover, according to the “Giving and Volunteering” report, 93.6% of people volunteer
because they believe they have enough and thus want to give back to the community.
11

12. Finally, the report also states that those with an undergraduate degree or more are more likely
to volunteer than those with lesser education, this works in the favor of GOTO as they are
aiming for college graduates in the first place.
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13. A U D I E N C E A N A L Y S I S : G O T O
Geographic
➔ New York City - 5
Boroughs
➔ Easy access to
transportation in
order to attend
meetings & events
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Geographic
In order to reach the broadest number of people possible, we have included all 5 boroughs of
New York City. For these volunteers to come into the city they need to reside or work close
to transportation that will easily take them to event and meeting locations. Those that cannot
access the locations easily will be less likely to partake in GOTO’s activities.
13

14. A U D I E N C E A N A L Y S I S : G O T O
Behavioral
➔ Does not volunteer
currently, but have before
➔ Looking for a break from
boredom, social
opportunity
➔ Busy during the week day,
either because of work or
job hunting/errands
➔ Uses social media
14
Behavior
The ideal audience member is someone who, although is busy during the weekday, has time
during weeknights and weekends to volunteer 8 hours of service per month. Moreover, we are
targeting someone who does not volunteer currently as the Bureau of Labor Statistics indicate
that 71.3 percent of people volunteer for one organization, while only 19 percent volunteer for
two. We believe that an ideal audience segment is actively looking for a break from boredom,
and searching for a social opportunity. They would likely be using social media to find these
activities, which is ideal for GOTO as this platform is primarily free, and a great place to build
upon a brand’s image and recognition.
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15. A U D I E N C E A N A L Y S I S : G O T O
Psychographic
➔ Interested in Culture
(particularly in arts: live
music, theatre, fine art,
travel, good food)
➔ Bored, has free time
➔ The Host - likes to plan
➔ Ready to mingle
➔ Fear of missing out (FOMO)
➔ Work hard/play hard
15
Psychographic
For one to volunteer they must have a connection with the cause, thus it is important that
these volunteers enjoy and are interested in the arts. Secondly, these volunteers should be
looking for something to do, and preferably have a propensity for planning events and meeting
new people. The “fear of missing out” is an ideal behavioral characteristic for a volunteer, as
this would encourage them to attend each and every event or meeting so as not to miss out on
the latest social opportunity. Lastly, the ideal volunteer would have the attitude of not only
working hard, but playing hard as well.
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16. A U D I E N C E A N A L Y S I S : G O T O
Influencers
➔ Artists/Musicians
➔ People who critique both
➔ Art Bloggers
➔ Peers
➔ Celebrity
Philanthropists
➔ Children (cousins,
nieces/nephews, kids
of friends, etc)
16
Influencers
The ideal audience would have a general interest in culture, therefore it is logical to assume
that their influencers are artists, musicians as well as people who discuss (art/music bloggers)
and people who critique both. The age group of 21-35 encompasses the Millennial generation,
and a key characteristic of this generation is the need for feedback and validation from their
peers according to a Pew Research study. Additionally, as we are searching for people who
have an inclination toward philanthropic work, it would be likely that the segment would keep
up with celebrity philanthropists such as Angelina Jolie or Leonardo DiCaprio. Finally, as
GOTO’s mission is geared at enriching the lives of children, it would be helpful if the audience
were influenced by children, not their own as that does not fit the demographic segment we
are searching for, but perhaps relatives or children of friends.
16

17. Target
Audiences
17

18. A U D I E N C E A N A L Y S I S : G O T O
Target Audiences
How do they perceive GOTO?
➔ Art Inclined
◆ Connect with GOTO’s cause
➔ Transitional
◆ See GOTO as social outlet
➔ Greek Alumni
◆ Interested in GOTO’s philanthropy
and group dynamic
18
Prospective Segments
From our research of GOTO and volunteering attitudes, we have concluded there are three
possible audience segments for GOTO’s needs. These three are: Art Inclined, Transitional,
and Greek Alumni. Three personas have been developed in order to clearly identify these
target segments.
18

19. A U D I E N C E A N A L Y S I S : G O T O
Art Inclined: Passion
➔ Part of the Art Scene
➔ Interested in culture &
entertainment - concerts,
shows, musicals, festivals
➔ Well connected in his circle
➔ Social with peers who are
also interested in culture
➔ Shares ideas on social
media
19
ARTISTIC ANDY
Art Inclined
Geographic
The target lives within the 5 boroughs. They would prefer to commute to work and live in areas
that have less expensive rent.
Behavior
Within their community this audience frequently shares their ideas via blogs or specialized
sites. They are generally digitally savvy and constantly use technology to communicate. This
means that they share ideas often, and because of their digital prowess these ideas spread
quickly. This audience enjoys attending gallery openings, exhibitions, as well as concerts,
usually they are in “the know” or have inside passes as they are recognizable in the industry.
Due to their passion for the arts, they will spontaneously purchase tickets to shows, or items of
art without much thought. Due to their strong sense of community they tend to move in the
same crowd, and do not venture into other social circles. However, they are open to
newcomers, provided they prove themselves to be interesting enough. This segment usually
has multiple roommates, who more often than not share the same interests.
Psychographic
They are a passionate group of people that look for meaning in their lives, with the hopes of
attaining self-fulfillment. Although they do not have much interest in materialistic things, they
are typically always up to having a good time and socialize with like-minded peers. They like to
party, and do not shy away from gaining new experiences. It is from their heavy participation in
the art world that they have become well educated about social strife, and are therefore well
aware of the struggles that underprivileged children face. Furthermore, due to the emotional
outlook that art usually has on such subjects, they have developed an extremely empathetic
approach to these dire situations.
19

20. Influencers
Internationally, nationally and locally known artists influence this audience’s decisions, as well
as their peers.
Persona
Andy has been active in the New York City art scene since he graduated from Parsons. He is
a cultured individual who consistently attends shows, concerts, musicals and festivals during
the weekend. Andy’s favorite app on his phone lists the latest offbeat gallery openings in
Brooklyn where he socializes with his like-minded friends. His iPhone stores a variety of
music, which he listens to with his headphones, when on the subway to work in Manhattan
everyday. He appreciates the significance of small business, and therefore generally drinks
craft beers as he listens to his collection of vinyl records of local jazz artists to unwind at the
end of the day.
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21. A U D I E N C E A N A L Y S I S : G O T O
Transitional: Social
➔ New to NYC
➔ Looking for friends
➔ Enjoys going out
➔ Looking to network
➔ Single, likely
ready to mingle
➔ Is a young
professional, or is
looking for a new job
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TRANSITIONAL TRACY
Transitional
Geographic
This audience is new to New York City, and is more likely to reside in Manhattan as they
search for a job or prepare for a newly obtained position. They are somewhat fiscally
comfortable, as they rely on their savings or an external financial contributor such as parents.
Behavior
Being new to town, they explore different parts of the city and share updates of their new life
on social platforms with their friends and family back home. They are prone to using cabs as
they are new to the city, but are slowly learning the subways as time goes on. This audience is
trying to establish a routine, busy searching for a new job or figuring out which grocery stores
and restaurants to frequent. Their current social circle is small, but they are up for making new
friends. They are always on the look out for new networking opportunities, actively searching
for all open doors especially via social media.
Psychographic
They usually can make decisions easily, however in NY they are still finding their bearings.
Coming to the Big Apple they have become much more prudent with the way they spend their
money, because they are continuously thinking about how they will support themselves in the
future. It is this newly gained financial consciousness that prohibits them from partying and
socializing like how they would like to. They would like to go over to a friend’s house and have
a drink, however the lack of friends prohibits that as well. All in all, the transitional segment is
searching for his place in a social setting.
21

22. Influencers
The influencers of this segment are its peers on social media and other social media users in
New York. People who are ahead of the career path they desire also influence them as they
look up to them for career-advancement strategies. Influencers could also include parents or
relatives who are supporting the transitional person financially.
Persona
Tracy has just moved to New York City to take on a new job as an account executive at a
boutique ad agency. He does not know many people in the city, and is looking for new friends
and experiences by following native New Yorkers on Instagram. He lives in Manhattan as that
is the most convenient location to get around, and he also thinks that it is the best place to
meet someone to fall in love with. He heavily uses Yelp! to scour the best restaurants and
bars, however on nights that he is not so adventurous he orders take-out via Seamless and
GrubHub. Tracy loves to go out, and is always up for a party (when invited) where his favorite
hard liquor, Jagermeister, will be served.
22

23. A U D I E N C E A N A L Y S I S : G O T O
➔ Alumni of Sorority
or Fraternity
➔ Interested in
philanthropic initiatives
➔ Past volunteer
➔ Very social
➔ Likes to be in a group
➔ Massive network
➔ Leadership experience
Greek: Philanthropy & Group
23
GREEK LIFE
GABBY
Greek Alumni
Geographic
This audience resides all over the five boroughs, although affluent areas like the East Village
is more their style.
Behavior
They connect with their friends daily through social media, as well as weekly in person. They
are the planner in their group, as they organize get-togethers and meet-ups for their social
groups, whether that means inviting people over to their apartment for drinks or organizing a
weekend brunch. They lead active lifestyles, and strive to fill their downtime with activities as
well - much like what they did in college. They tend to seek guidance and counseling from their
friends as they share feelings about a significant other or offload about work. They stay
physically fit by doing Pilates, taking up spin classes at the gym for the ladies and lifting
weights or flag football on the weekend for the men.
Psychographic
They are open to meeting new people and involving them in their own social circles. Engaging
in social activity is very important to them, they feel like they have achieved something when
they are the host and do an excellent job at whatever event that they are hosting. This also
gratifies their need to take charge. Moreover, volunteering reminds them of their college days
and when they did several hours of community service with their sorority sisters. They enjoy
feeling like they belong to a group, and enjoy leading that group even more.
23

24. Influencers
This segment is largely influenced by their peers, particularly their sorority sisters and fraternity
brothers. Celebrity philanthropists like Angelina Jolie and Leonardo DiCaprio also influence
this segment.
24

25. Audience
Recommendation
25

26. A U D I E N C E A N A L Y S I S : G O T O
Persona - Greek Life Gabby
Gabby is a recent Alumni of
Gamma Omega Theta, where she
served as the Vice President of
Membership. She’s the go to
person among her friends to
organize group outings, and she
keeps up her appearance with a
regular exercise and beauty regime.
She loves to chronicle her #NYClife
on Instagram, and keeps up with
the latest fashion trends so her
Outfit Of The Day selfies get noticed
by her sorority sisters who she
keeps in touch
with online.
26
Recommended Target Audience
Organization Benefit
The positive psychographics towards philanthropy, leadership, and group dynamics that the
Greek life communities possess lead us to choose this group. We concluded that due to the
sheer size of this group even a small effort in approaching them would bring in some
volunteers for GOTO. The ongoing return from these volunteers is great because they come
with an existing network of sisters and brothers who can continuously fulfill the volunteering
needs of the company in the future. These alumni will also be continuously expanding their
networks and connections when they begin to meet new people in the city, providing another
source of potential volunteers, if not just event attendees.
Consumer Benefit
This segment would choose GOTO for volunteering opportunities provided that GOTO
approaches them correctly, via both social media and a direct reaching out to the various
chapters within New York City. GOTO appeals to this segment because of the group dynamic
which would provide a nostalgic remembrance of their Greek past. Furthermore, a brotherhood
or sisterhood of like-minded people coming together for a good cause and party would appeal
to this segment, and provide a platform to express their sorority inclinations when out of
college.
26

27. A U D I E N C E A N A L Y S I S : G O T O 27
Greek Alumni Stats
Greek students are more active in community activities.
Upon graduation, these members are also more likely to
get involved in volunteer and charitable activities.
The Greek system is the largest network of
volunteers in the US, with members donating
over 10 million hours of service each year.
Columbia University has
28 Fraternities and Sororities
on their campus
Greek Life Stats
In researching a target audience, we assessed our options by trying to find the group that
would be most predisposed and responsive to providing the action we desired, which in this
case is volunteering their time.
According to Hofstra University
● Greek students are more active on campus and in community activities. Upon
graduation, these members are also more likely to get involved in volunteer and
charitable activities
● The Greek system is the largest network of volunteers in the US, with members
donating over 10 million hours of volunteer service each year
According to Greek Speak
● Over 800 campuses in the United States and Canada participate in Greek life.
● There are over 9 million Greek members in the US and Canada
According to Columbia’s Inter-Greek Council
● Columbia has 28 Greek organizations.
27

28. A U D I E N C E A N A L Y S I S : G O T O
Positioning Statement
To Greek Alumni, GOTO is the only NPO that
offers them an outlet for philanthropic and
leadership opportunities, so they can
enjoy volunteering for a great cause in a
social environment and find a community
feeling reminiscent to their fraternity or
sorority years.
28
Positioning Statement
Keeping GOTO’s original mission in mind, we have included the differentiating factor of the
NPO for Gabby in GOTO’s revised positioning statement. We believe a large part of her
desire to join GOTO is to be a part of the 20% of the leadership that the organization is looking
for from their new volunteers. The idea of a community that she can be involved in is also
important to her since that is what her last volunteering experience was centered around.
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29. A U D I E N C E A N A L Y S I S : G O T O
Key Insights
Evaluation of Options
29
ART INCLINED
- Other hands-on art
related NPO’s more
desirable
- Oversaturated with
messaging
- May not fit in the GOTO
atmosphere
- Difficult to reach
TRANSITIONAL
- Still adjusting to new
location
- Less open to taking on
additional work
- More likely to attend
events instead of
volunteering to plan
- Difficult to measure
Evaluation
PLEASE SEE NEXT SLIDE FOR NOTES.
29

30. A U D I E N C E A N A L Y S I S : G O T O
Key Insights
Evaluation of Options
GREEK ALUMNI
+ Sororal feeling without being in college
+ Predisposed to philanthropic efforts
+ Avid networkers, well connected
+ Prevalence of Greek life in NY schools
+ Likely to spread news about cause
+ Human Point of Contact (Philanthropy/Alumni Chair)
30
Evaluation
Distinct
The main differentiating factor for GOTO is the socializing aspect within the organization. This
includes the party events, as well planning the parties. This leads to a peer-to-peer interaction
that generates a community which bonds over common values. In essence, GOTO offers the
sororal feeling without being in college, which would appeal to Greek Alumni.
While the art community would be positively inclined towards an NPO which is geared towards
promoting culture (such as GOTO), we found that there are a multitude of other arts nonprofits
within the city that have a hands-on art related platform. A simple Google search yielded
hundreds of results for New York alone. Further, we have concluded that this segment is
already oversaturated with messaging to fund or help the “starving artist,” and would therefore
not be inclined towards GOTO, unless a large-scale campaign is launched to penetrate this
segment.
Responsive
All three segments are capable of taking action and are willing to seek out these opportunities
that GOTO is offering. The Greek Alumni we believe, who were already prone to volunteering,
would, after graduating and could jump at the chance to continue to fuel their passion. This
segment is also built on connections, so they would be more likely to recruit other potential
volunteers or event attendees.
We believe that though the Art Inclined would be impressed by the GOTO mission, the
atmosphere within GOTO of professional, suited, career-driven individuals may discourage the
creative, hipster-styled, art inclined from participating. Further, as GOTO has a more indirect
30

31. relationship with connecting children to art rather than teaching or creating art themselves, the
Art Inclined may be less responsive than the Greek Alumni.
Accessible/Reachability
We found that the ability to reach the audiences within all segments became difficult due to
GOTO’s lack of media use. However, the geographic segmentation allows for the opportunity
for GOTO to reach them all by the targets living within the city. The established Greek life in
twenty colleges in the city offer plenty of access to recent graduates that GOTO could take
advantage of whereas, with other segments, weeding through the different channels such as
galleries/art cafes (for the art inclined) or advertising on LinkedIn (for the transitional), would
prove time consuming if not more expensive.
Measurable/Size
Though we understand that the Art Inclined is sizeable within New York, we felt that the Greek
community was definitively measurable and are more concerned with finding a philanthropic
experience than the Art Inclined would be. The Transitional size is hefty, however, the very
selective segmentation that we chose, needing to worry somewhat about money and at the
same time having the time to volunteer, is not.
Actionable
All three segments can be reached, however sorority and fraternity chapters are very active
and available online (each chapter has a website and social media page) therefore it would be
within GOTO’s budget to approach this segment and open a discussion with them. Lastly, the
human points of contact that are available within sororities and fraternities provide GOTO with
a point to start to directly reach the audience.
Substantial
GreekRank.com listed 20 universities in New York that have either a sorority or a fraternity.
According to the Columbia Inter-Greek Council (IGC), within Columbia alone there are 28
Greek organizations thereby indicating that this segment is substantial enough, that if GOTO
chose to invest time and effort, they will yield the required volunteers for their needs.
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32. Communications
32

33. A U D I E N C E A N A L Y S I S : G O T O
Objectives
Business Objective
➔ Utilize communications campaign to increase volunteer
numbers for the GOTO NY chapter by 100 people at the
end of 2015, with 20% falling into leadership positions.
Communications Objective
➔ Revamp digital presence (social media channels &
website) and create recruitment assets within the
$5,000 budget that can be used to reach out to potential
volunteers, including 50 Greek organizations and
chapters across NYC, leading to a response of at least
500 new Facebook likes on the official page by the end of
2015.
33
Objectives
Business Objective
The business objective indicates the requirements provided by GOTO.
Communications Objective
The communications objective specifies a number of organizations and chapter houses that
will be approached by social media in order to reach out to alumni seeking volunteer
opportunities. The reach out procedure is clearly an online initiative to take advantage of the
free platforms available therein. The desired outcome of 500 Facebook likes within the year is
both clearly measurable and achievable in the time frame provided. It is realistic to expect that
with a revamping of the digital presence and reaching out to the 50 Greek organizations
across New York, an increase in Facebook likes of the GOTO page will be realized within a
year.
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34. A U D I E N C E A N A L Y S I S : G O T O
➔ Reach out to NYC Greek Life Chapters soon-to-be
graduates through the Philanthropy Chair.
➔ Create Volunteer Recruiter position within
Membership Committee
➔ Participate in volunteer fairs at a minimal cost
➔ Revamp social media profiles and create campaign
➔ Incentivize volunteering with rewards
➔ Creative video for existing members to use at
presentations
➔ Hold meetups i.e. game nights for volunteers and
potential volunteers
Messaging Channels
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Messaging the Target Segment
1. Approach Philanthropy Chair: Keeping in mind the life cycle of the GOTO group, we believe
that approaching Greek chapters when their schools are nearing their graduation dates,
particularly in May, would be an ideal situation. The Philanthropy Chair would be the optimal
person to reach out to and discuss about the current and former Greek life members.
2. Assign Volunteer Recruiter: We believe that the creation of a Volunteer Recruiter, whose
sole focus is to recruit new volunteers, will be a catalyst for the new volunteers campaign and
generate more numbers coming into the group. Instead of having ten small bullets, GOTO
would have a cannon ball in the Volunteer Recruiter.
3. Annual Volunteer Fair: A cost effective and yearly opportunity that GOTO could also take
advantage of are the annual volunteer fairs throughout college campuses. Though we are
targeting graduates out of school, it’s never too early to begin face-to-face exposure with their
prospective volunteers.
4. Revamp Social Media: With GOTO experiencing their volunteer peak before the virality of
social media, they must refocus their efforts on the most primary channel that they could
contact Greek Alumni. This would not only involve Instagram and Facebook, but also websites
that closely resemble Yelp! and volunteer organizations such as Volunteer Match.
5. Incentivize Volunteer: Through apps like Reward Volunteers, which log hours for Facebook-
friendly organizations and then give away prizes to top participants, GOTO would be able to
literally reward their volunteers without spending a dime.
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35. 6. Create Video: GOTO has in the past asked certain members to give presentations within
their professional positions to solicit donations. We believe that this provides an opportunity for
current members to continue this effort by targeting new volunteers as well. To aid this, we
suggest creating an inspirational video that would be focused on the philanthropic aspect, with
the party atmosphere as a secondary message. This way, each presentation would be uniform
so that all messaging would be on point.
7. Meetups for Volunteers: Lastly, though volunteers meet with each other to plan and attend
parties, they rarely meet up to spend time with each other. By creating this smaller
atmosphere, GOTO would be enhancing the community feeling and inspire existing members
to bring their friends. This would attract the Greek Alumni volunteers who are searching for
that special sisterly/brotherly bonding that were an integral part of Greek life.
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36. A U D I E N C E A N A L Y S I S : G O T O
Budget
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Website Revamp/SEO Optimization $2,500*
Social Media Revamp $500*
Philanthropy Chair, Networking FREE
Incentive App FREE
Volunteer Fair/Materials $500
Introduction Video $1,000*
Social events/Meet-ups $500
TOTAL $5,000
Explanation
Although the budget is limited when considering the number of volunteers that GOTO is
aiming to attract, if it is spent efficiently and effectively we believe this objective can be fulfilled.
Through appraising the time and effort one freelancer would have to undertake, we reached
the conclusion of an initial outlay of $2,500, although if they were to continue making updates,
more money would have to be spent on this effort. We strongly recommend trying to obtain
discounted or donated time and digital work, as these budget items can vary in price.
As mentioned in the messaging channels, incentive apps could be an optimal way to increase
volunteer spirits and retention, and most are at no cost to the organization. We believe it is
imperative to begin focusing on raising the numbers of volunteers as the numbers have
dwindled dramatically. Necessary in-person networking needs to become a top priority for
GOTO. This could be accomplished by the Volunteer Recruiter position, as it will become their
responsibility to reach out to the Greek chapters in-person or online, attend the volunteer fairs,
and create then host the volunteer meet-ups.
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37. A U D I E N C E A N A L Y S I S : G O T O
Audience Action
ACT
SHAREDECODE
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Becoming an Active Audience
Decode
Gabby finds GOTO through the newly revamped communication channels or hears about the
wonderful organization from her friend, June, who is the Philanthropy Chair of Gamma Theta
Omega.
Act
After receiving these messages, Gabby will find more information about GOTO and either
contact them directly or attend an event to feel out the charity. We then expect her to be drawn
to the notion of not only getting to party with her peers, but also making a difference, which is
reminiscent of her sorority days. She would then join a committee to become part of the 20%
of new volunteers that take on leadership roles.
Share
As an active volunteer, Gabby will share photos and status updates on social media, or
through the incentive app about her workings with GOTO. She will tell her friends and any
sorority sisters that are living in the city to check out this amazing social opportunity that is also
helping her give back. This way, even more Greek Alumni would hear about GOTO, which
makes the active audience model come full circle.
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38. Questions?
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39. Appendix
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40. A U D I E N C E A N A L Y S I S : G O T O
Sources
➔ https://ink.niche.com/going-greek-4-questions-before-pledging/
➔ http://college.usatoday.com/2012/05/08/examining-the-benefits-of-greek-life/
➔ http://greeklife.unt.edu/resources/research_greek_life.html
➔ http://greeklife.missouri.edu/wp-content/uploads/2011/12/university_of_missouri_npower_report_final.pdf
➔ http://www.bls.gov/news.release/volun.nr0.htm
➔ http://www.hofstra.edu/StudentAffairs/StudentActivities/greek/greek_whygreek.html
➔ http://studentorgs.gwu.edu/greekspeak/extras/nationalstatistics/
➔ http://www.cpanda.org/pdfs/gv/GV01Report.pdf
➔ http://family-studies.org/marriage-and-social-capital-a-generous-or-greedy-institution/
➔ http://www.pewsocialtrends.org/2010/02/24/millennials-confident-connected-open-to-change/
➔ http://www.greekrank.com/list/
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