Odyssey of the Mind
Public Relations Plan
Rowan University
GROUP A:
Cymantha Adkins, Rob Kuchera, Shannon Listman
Erin McC...
History & Overview
Odyssey of the Mind founded in 1978 by Dr.
C. Samuel Micklus at Glassboro State College
Creative proble...
History & Overview
Five long-term problems
Mechanical/Vehicle
Technical Performance
Classics
Structure
Performance
State f...
GLOBAL AMBITION
4
Global Ambition, Group A
In one year, from May 2014-May 2015, OOTM wants
to increase its number of schools by 10% to gain
...
Global Ambition, Group B
Challenge of general recruiting and retaining previous
volunteers for OOTM.
Increase volunteerism...
RESEARCH
7
Primary Research, Group A
Intercept Survey:
Each participant described the program as a creative
learning experience and a...
Primary Research, Group B
Quantitative research in the form of online surveys distributed to three
associations chosen wit...
Primary Research, Results
Question Results: CA Results: UT
Rating of volunteer
experience
Extremely good/quite good Extrem...
Secondary Research
OOTM Interview/initial meeting
Gathered necessary information from Samuel
Micklus about OOTM and corres...
Secondary Research
12
AUDIENCE
GROUP A
13
Audience
Must Influence Should Influence
Likely to Influence
•Current Parents
•Prospective Administration
•Prospective Stu...
Current Parents
Current parents are most invested in their child’s
involvement in an extracurricular activity.
Key message...
Present Knowledge,
or Attitudes or
Behavior (Real
State)
Change Agent
Message
Desired R-I-C
(Ideal State)
Research shows c...
Prospective School Districts
School administrations are the gateway to
prospective students. This audience does not
recogn...
Present Knowledge,
or Attitudes or
Behavior (Real
State)
Change Agent
Message
Desired R-I-C
(Ideal State)
Research shows s...
Prospective Students
Lack of brand awareness prevents students from
joining OOTM.
Key message:
OOTM offers a fun learning ...
Present Knowledge,
Attitudes or Behavior
(Real State)
Change Agent
Message
Desired R-I-C
(Ideal State)
Research shows that...
AUDIENCE
GROUP B
21
Audience
Current volunteers
Potential volunteers
Alumni
Past volunteers
Must influence Should influence
Likely to Influenc...
Current Volunteers
Current volunteers feel that there is lack of
communication and organization in the volunteer
program a...
Current Volunteers
Present Knowledge,
Attitudes or Behavior
(Real State)
Change Agent
Message
Desired R-I-C
(Ideal State)
...
Past Volunteers
Past volunteers had an undesirable volunteering
experience with OOTM because they were unaware
of the bene...
Past Volunteers
Present Knowledge,
Attitudes or Behavior
(Real State)
Change Agent
Message
Desired R-I-C
(Ideal State)
Pas...
Alumni
Alumni can help to influence potential volunteers and
act as third-party endorsers for the program.
Key message:
Yo...
Alumni
Present Knowledge,
Attitudes or Behavior
(Real State)
Change Agent
Message
Desired R-I-C
(Ideal State)
Alumni are f...
CHANNELS
29
Channels
Print Digital Other
• Direct mail
• Newsletter
• Local newspapers
• Information packets
• Brochures
• Fact sheets...
COMPETITION
31
Competition
Destination Imagination
Other after school programs
Additional recreational or extracurricular activities
Othe...
Competition
33
Odyssey of the Mind Website Homepage
Destination Imagination Website Homepage
Issues and Objectives
Group A
34
Issues and Objectives
Issues Corresponding Objectives
Prospective audiences are unaware of
OOTM.
Increase brand awareness ...
Budget
36
Budget
Objective 1 $1,620
Objective 2 $425
Objective 3 $1,825
Objective 4 $9,795
Total $13,665
Issue 1: Prospective audiences are unaware
of OOTM.
Objective 1.0: Increase brand awareness by 30% within the
next year.
S...
Issue 1: Prospective audiences are unaware
of OOTM.
Objective 1.0: Increase brand awareness by 30% within the
next year.
S...
Carryout Tactic, Objective 1
39
 Objective 1.0: Increase brand awareness by 30% within the next year.
Carryout Tactic, Objective 1
40
Measurement, Objective 1
Objective 1.0: Increase brand awareness by 30%
within the next year.
Survey students at schools b...
Issue 2: OOTM lacks school enrollment in
New Jersey.
Objective 2.0: Increase school enrollment by 10% within the
next year...
Issue 2: OOTM lacks school enrollment in
New Jersey.
Objective 2.0: Increase school enrollment by 10% within the
next year...
44
Carryout Tactic, Objective 2
 Objective 2.0: Increase school enrollment by 10% within the next year.
PSA Alert
For Imm...
Measurement, Objective 2
Objective 2.0: Increase school enrollment by 10%
within the next year.
Track the number of people...
Issue 3: Students in participating schools do
not understand what OOTM is.
Objective 3.0: Position OOTM as the ultimate ex...
Issue 3: Students in participating schools do
not understand what OOTM is.
Objective 3.0: Position OOTM as the ultimate ex...
Issue 3: Students in participating schools do
not understand what OOTM is.
Objective 3.0: Position OOTM as the ultimate ex...
Carryout Tactic, Objective 3
49
 Objective 3.0: Position OOTM as the ultimate extracurricular activity for students among...
Carryout Tactic, Objective 3
50
Measurement, Objective 3
Objective 3.0: Position OOTM as the ultimate
extracurricular activity for students among 30% of
e...
Issue 4: Existing associations are reluctant to
increase student participation.
Objective 4.0: Increase student enrollment...
Issue 4: Existing associations are reluctant to
increase student participation.
Objective 4.0: Increase student enrollment...
Issue 4: Existing associations are reluctant to
increase student participation.
Objective 4.0: Increase student enrollment...
Carryout Tactic, Objective 4
55
 Objective 4.0: Increase student enrollment by 15% within the next year.
56
Measurement, Objective 4
Objective 4.0: Increase student enrollment by 15%
within the next year.
Compare enrollment number...
Issues and Objectives
Group B
58
Issues and Objectives
Issues Corresponding Objectives
Potential volunteers lack knowledge of
Odyssey of the Mind.
Provide ...
Budget
60
Issue 1: Brand awareness and recognition
among potential volunteers is low or absent.
Objective 1.0: Increase awareness of...
Issue 1: Brand awareness and recognition
among potential volunteers is low or absent.
Objective 1.0: Increase awareness of...
Carryout Tactic, Objective 1
 Objective 1.0: Increase awareness of the OOTM brand in select areas by 25% by month six.
Tw...
Carryout Tactic, Objective 1
Facebook Flyer 64
 Objective 1.0: Increase awareness of the OOTM brand in select areas by 25...
Carryout Tactic, Objective 1
Facebook Flyer
65
 Objective 1.0: Increase awareness of the OOTM brand in select areas by 25...
Carryout Tactic, Objective 1
Facebook Cover Photo
66
 Objective 1.0: Increase awareness of the OOTM brand in select areas...
Carryout Tactic, Objective 1
Facebook Event Flyer
67
 Objective 1.0: Increase awareness of the OOTM brand in select areas...
Measurement, Objective 1
Objective 1.0: Increase awareness of the OOTM
brand in select areas by 25% by month six.
Entry su...
Issue 2: Alumni are unaware of benefits that come
with volunteering.
Objective 2.0: Increase knowledge of benefits by 90% ...
‹#›
Carryout Tactic, Objective 2
71
 Objective 2.0: Increase volunteer knowledge of benefits by 90% by month 12.
Measurement, Objective 2
Objective 2.0: Increase volunteer knowledge of
benefits by 90% by month 12.
Website hits on porti...
Issue 3: Retention rate of volunteers is low.
Objective 3.0: Retain previous year’s volunteers by 50% by
month 12.
Strateg...
Carryout Tactic, Objective 3
74
 Objective 3.0: Retain previous year’s volunteers by 50% by month 12.
Carryout Tactic, Objective 3
75
 Objective 3.0: Retain previous year’s volunteers by 50% by month 12.
Carryout Tactic, Objective 3
76
 Objective 3.0: Retain previous year’s volunteers by 50% by month 12.
Measurement, Objective 3
Objective 3.0: Retain previous year’s volunteers by
50% by month 12.
Keeping track of retention r...
Issue 4: Current volunteers lack appreciation &
satisfaction with OOTM’s volunteer program.
Objective 4.0: Increase curren...
Carryout Tactic, Objective 4
79
 Objective 4.0: Increase current volunteer satisfaction by 50% by the end of the year.
Carryout Tactic, Objective 4
80
 Objective 4.0: Increase current volunteer satisfaction by 50% by the end of the year.
Measurement, Objective 4
Objective 4.0: Increase current volunteer
satisfaction by 50% by the end of the year.
Surveys to ...
SUMMARY
82
Summary
Through primary and secondary research, we implemented what we
felt are the most effective strategies and tactics....
Q&A
84
THANK YOU
85
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Odyssey of the Mind Public Relations Plan

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Public Relations plan for Odyssey of the Mind, a creative competition for students of all ages.

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Odyssey of the Mind Public Relations Plan

  1. 1. Odyssey of the Mind Public Relations Plan Rowan University GROUP A: Cymantha Adkins, Rob Kuchera, Shannon Listman Erin McCourt, Deanna Vallejo, Terese Yale GROUP B: Andrea Jensen, Brian Kearney, Tyler Mulvey, James Roh, Lisa Santeramo, Jaclyn Tellefsen 1
  2. 2. History & Overview Odyssey of the Mind founded in 1978 by Dr. C. Samuel Micklus at Glassboro State College Creative problem-solving competition Over 24 countries involved Open to students kindergarten-college 2
  3. 3. History & Overview Five long-term problems Mechanical/Vehicle Technical Performance Classics Structure Performance State finals, National Finals, & World Finals 3
  4. 4. GLOBAL AMBITION 4
  5. 5. Global Ambition, Group A In one year, from May 2014-May 2015, OOTM wants to increase its number of schools by 10% to gain more students and volunteers. 5
  6. 6. Global Ambition, Group B Challenge of general recruiting and retaining previous volunteers for OOTM. Increase volunteerism by 25% while retaining 50% of current volunteers in each state where OOTM exists in a 12 month time frame beginning May 2014. 6
  7. 7. RESEARCH 7
  8. 8. Primary Research, Group A Intercept Survey: Each participant described the program as a creative learning experience and a fun way for kids to get motivated. Phone Interview: “Although the program is rewarding if one puts a lot of time into it, it’s hard for students to dedicate a large amount of time if they are committed to other programs.” Face to Face Student Survey: None of the students who took the survey knew what OOTM was. 8
  9. 9. Primary Research, Group B Quantitative research in the form of online surveys distributed to three associations chosen with the help of Sam Micklus: California, New Jersey, Utah No response from NJ association 107 participants between Utah and California 100+ from California 7 from Utah Ten questions on the survey: multiple choice, likert scale and open- ended questions Most participants had little prior experience with Odyssey of the Mind Participants had a vested interest in the students Parents of students Teachers Overwhelming positivity recorded on survey for each question 9
  10. 10. Primary Research, Results Question Results: CA Results: UT Rating of volunteer experience Extremely good/quite good Extremely good/quite good Planning to volunteer in the future Yes (88%) Yes (unanimous) Level of appreciation felt as a volunteer Extremely appreciated/quite appreciated Extremely appreciated/quite appreciated Benefits of volunteering • Learned management skills • Seeing creations of talented/bright minds 10
  11. 11. Secondary Research OOTM Interview/initial meeting Gathered necessary information from Samuel Micklus about OOTM and corresponding issues Content Analysis: OOTM Information Packet OOTM Website News articles related to OOTM DVD 11
  12. 12. Secondary Research 12
  13. 13. AUDIENCE GROUP A 13
  14. 14. Audience Must Influence Should Influence Likely to Influence •Current Parents •Prospective Administration •Prospective Students • Current Students • Prospective Parents • Current Teachers • Current Administration Unlikely to Influence • Media 14 Target audiences here. also BOLD in chart below.
  15. 15. Current Parents Current parents are most invested in their child’s involvement in an extracurricular activity. Key message: OOTM and current parents would benefit from the growth an active referral program would bring. 15
  16. 16. Present Knowledge, or Attitudes or Behavior (Real State) Change Agent Message Desired R-I-C (Ideal State) Research shows current parents are extremely satisfied with the progression their children have made in Odyssey of the Mind. Referring other parents to sign their children up is beneficial to their children by helping to further develop the program. Parents will see the advantages in referring others to join the program and take action by doing so. Current Parents 16
  17. 17. Prospective School Districts School administrations are the gateway to prospective students. This audience does not recognize OOTM and the program’s many advantages. Key message: OOTM provides a successful educational program that offers opportunities for both student and parent involvement. 17
  18. 18. Present Knowledge, or Attitudes or Behavior (Real State) Change Agent Message Desired R-I-C (Ideal State) Research shows school administrations want to increase student and parent engagement in extracurricular educational activities. OOTM provides a successful educational program that puts students in a competitive problem-solving environment. School districts will adopt the OOTM program after learning how students through competing in OOTM. Prospective School Districts 18
  19. 19. Prospective Students Lack of brand awareness prevents students from joining OOTM. Key message: OOTM offers a fun learning experience for students to engage in a competitive problem-solving program. 19
  20. 20. Present Knowledge, Attitudes or Behavior (Real State) Change Agent Message Desired R-I-C (Ideal State) Research shows that students are unaware of OOTM and what the program has to offer. Engage more students in the OOTM program by bringing awareness to the company and helping them understand what OOTM is. Students will join OOTM because they have a better understanding of what the program is and the success they can receive from it. Prospective Students 20
  21. 21. AUDIENCE GROUP B 21
  22. 22. Audience Current volunteers Potential volunteers Alumni Past volunteers Must influence Should influence Likely to Influence • Parents • Current volunteers • Media • Alumni Unlikely to Influence • Teachers • Administrators • Other Educators • Past Volunteers • Potential Volunteers • Assistant Directors 22
  23. 23. Current Volunteers Current volunteers feel that there is lack of communication and organization in the volunteer program at OOTM. Key message: The success of our company and eagerness to help children become more creative thinkers relies on the foundation of your help and service. 23
  24. 24. Current Volunteers Present Knowledge, Attitudes or Behavior (Real State) Change Agent Message Desired R-I-C (Ideal State) Current volunteers only know about the program because they know someone that was involved. Branch out of word-of- mouth technique and form new ways to increase knowledge about OOTM. Current volunteers will feel inspired to spread the word about OOTM. 24
  25. 25. Past Volunteers Past volunteers had an undesirable volunteering experience with OOTM because they were unaware of the benefits. Key message: With your past experience, you can help expand the foundation of OOTM to help gain and retain the basis for volunteers. 25
  26. 26. Past Volunteers Present Knowledge, Attitudes or Behavior (Real State) Change Agent Message Desired R-I-C (Ideal State) Past volunteers are unaware of the benefits of volunteering. OOTM must increase knowledge about the volunteer program by emphasizing the benefits. Past volunteers will understand the benefits and may be more willing to volunteer again in the future. 26
  27. 27. Alumni Alumni can help to influence potential volunteers and act as third-party endorsers for the program. Key message: Your personal experiences with potential volunteers can help us influence potential volunteers to build further success for the future of the company. 27
  28. 28. Alumni Present Knowledge, Attitudes or Behavior (Real State) Change Agent Message Desired R-I-C (Ideal State) Alumni are familiar with OOTM and the logistics of the program from both the volunteer and participant perspectives. OOTM has to influence alumni to come back and get involved ensuring them the benefits. Alumni will feel a sense of achievement by helping OOTM succeed. 28
  29. 29. CHANNELS 29
  30. 30. Channels Print Digital Other • Direct mail • Newsletter • Local newspapers • Information packets • Brochures • Fact sheets • Hand outs • Website • DVD • Social media platforms • Email newsletters • YouTube Channel • Special Events • Face-to-face • Phone Calls • Monthly Calendar sign-ups • Meetings • Radio 30
  31. 31. COMPETITION 31
  32. 32. Competition Destination Imagination Other after school programs Additional recreational or extracurricular activities Other volunteer opportunities 32
  33. 33. Competition 33 Odyssey of the Mind Website Homepage Destination Imagination Website Homepage
  34. 34. Issues and Objectives Group A 34
  35. 35. Issues and Objectives Issues Corresponding Objectives Prospective audiences are unaware of OOTM. Increase brand awareness by 30% within the next year. OOTM lacks school enrollment in New Jersey. Increase school enrollment 10% within the next year. Students in participating schools do not understand what OOTM is. Position OOTM as the ultimate extracurricular activity for students among 30% of existing associations within the next year. Existing associations are reluctant to increase student participation. Increase student enrollment by 15% within the next year. 35
  36. 36. Budget 36 Budget Objective 1 $1,620 Objective 2 $425 Objective 3 $1,825 Objective 4 $9,795 Total $13,665
  37. 37. Issue 1: Prospective audiences are unaware of OOTM. Objective 1.0: Increase brand awareness by 30% within the next year. Strategy 1.1: Prospective members and volunteers will recognize the OOTM brand name. – Tactic 1.1.1: Send motivational speakers/spokes people to schools without the OOTM program established. – Tactic 1.1.2: Create a referral program from past members and participants of OOTM to show to possible new members. – Tactic 1.1.3: Generate WOM through workshops at schools without OOTM program to give prospective and generate hype. – Tactic 1.1.4: Revamp website to be more user-friendly and inviting to general public – Tactic 1.1.5: Create new logo and color scheme to show a new, unified front of OOTM. 37
  38. 38. Issue 1: Prospective audiences are unaware of OOTM. Objective 1.0: Increase brand awareness by 30% within the next year. Strategy 1.2: Create awareness of OOTM to general public involved in student or childcare activities. – Tactic 1.2.1: Bring OOTM alumni and activities after school programs without OOTM. Provide practice problems and give them a feel for the program. – Tactic 1.2.2: Host an open house at OOTM centers and other locations, provide practice problems and show who we are video. 38
  39. 39. Carryout Tactic, Objective 1 39  Objective 1.0: Increase brand awareness by 30% within the next year.
  40. 40. Carryout Tactic, Objective 1 40
  41. 41. Measurement, Objective 1 Objective 1.0: Increase brand awareness by 30% within the next year. Survey students at schools both with and without OOTM to see if they know about OOTM. Keep track of web traffic. Track the number of people who attend events. Compare the number of social media “likes” and “follows” before and after plan implementation. 41
  42. 42. Issue 2: OOTM lacks school enrollment in New Jersey. Objective 2.0: Increase school enrollment by 10% within the next year. Strategy 2.1: Prospective members within a 20-mile radius of each school with an OOTM program will recognize and be aware of OOTM. – Tactic 2.1.1: Invite schools and after school programs to schools with OOTM programs in place to let them see firsthand. – Tactic 2.1.2: Host a parents night information session at prospective schools without OOTM. 42
  43. 43. Issue 2: OOTM lacks school enrollment in New Jersey. Objective 2.0: Increase school enrollment by 10% within the next year. Strategy 2.2: Promote OOTM through various media outlets. – Tactic 2.2.1: Invite media outlets, TV, radio, newspaper, to events through media advisories and releases to view OOTM events and practices as well as information sessions to generate buzz. – Tactic 2.2.2: Record and distribute on social media Q&A and testimonials from current members and alumni of OOTM. 43
  44. 44. 44 Carryout Tactic, Objective 2  Objective 2.0: Increase school enrollment by 10% within the next year. PSA Alert For Immediate Release April 21, 2014 Odyssey of the Mind Announces a Parents Information Session FROM: Odyssey of the Mind Creative Competitions, Inc. 406 Ganttown Road Sewell, NJ 08080 Start Date: July 16, 2014 End Date: September 16, 2014 Time: 30 seconds Words: 93 Announcer: Are you looking for a fun activity to engage your children in that will be beneficial to their future? Odyssey of The Mind is the program that can help your children succeed! This program is the perfect way for your children to become involved in an exciting academic learning experience that will help motivate them to think outside the box. Come out to our parents’ information session on Saturday, September 16th at Bowe School in Glassboro from 5:00 to 6:30pm. To learn more, call: (856) 256-2797 Or visit odysseyofthemind.com
  45. 45. Measurement, Objective 2 Objective 2.0: Increase school enrollment by 10% within the next year. Track the number of people who attend events. Track the media impressions. Compare the number of school enrollment before and after the plan. 45
  46. 46. Issue 3: Students in participating schools do not understand what OOTM is. Objective 3.0: Position OOTM as the ultimate extracurricular activity for students among 30% of existing associations within the next year. Strategy 3.1: Create OOTM awareness to prospective parents. – Tactic 3.1.1: Create and disseminate a “who we are” video to establish brand awareness. – Tactic 3.1.2: Advertise OOTM on Facebook and other social media sites to highlight program benefits and experiences. – Tactic 3.1.3: Attend “back-to-school-nights” with a table to offer information to attending parents. – Tactic 3.1.4: Create an electronic flyer and distribute it within the school districts. 46
  47. 47. Issue 3: Students in participating schools do not understand what OOTM is. Objective 3.0: Position OOTM as the ultimate extracurricular activity for students among 30% of existing associations within the next year. Strategy 3.2: Demonstrate OOTM activities to various schools in areas within 50-80 miles of a school with an OOTM program to increase awareness among students and parents. – Tactic 3.2.1: Hold school assemblies to demonstrate problems through a mini-competition to get students excited sometime within the school year. – Tactic 3.2.2: Prepare a take away packet for students to take home with them after demonstration to give to parents. – Tactic 3.2.3: Hold month long competitions (classroom versus classroom) for students to compete in during school hours. 47
  48. 48. Issue 3: Students in participating schools do not understand what OOTM is. Objective 3.0: Position OOTM as the ultimate extracurricular activity for students among 30% of existing associations within the next year. Strategy 3.3: Generate positive feelings towards OOTM within the student body. – Tactic 3.3.1: Hold an OOTM Showcase night at schools for teams to show off their work to their community. – Tactic 3.3.2: Encourage teachers and staff to promote the OOTM program, and offer incentives for joining. 48
  49. 49. Carryout Tactic, Objective 3 49  Objective 3.0: Position OOTM as the ultimate extracurricular activity for students among 30% of existing associations within the next year.
  50. 50. Carryout Tactic, Objective 3 50
  51. 51. Measurement, Objective 3 Objective 3.0: Position OOTM as the ultimate extracurricular activity for students among 30% of existing associations within the next year. See how many students take part in the school competitions. Note the attendance at events. Track web traffic. Content analysis on media impressions. 51
  52. 52. Issue 4: Existing associations are reluctant to increase student participation. Objective 4.0: Increase student enrollment by 15% within the next year. Strategy 4.1: Develop Alumni relations in each state with an OOTM program. – Tactic 4.1.1:Create an alumni database in each state for recruiting and information assistance. – Tactic 4.1.2: Create national alumni basis to promote OOTM at national conferences, which will generate media hype. 52
  53. 53. Issue 4: Existing associations are reluctant to increase student participation. Objective 4.0: Increase student enrollment by 15% within the next year. Strategy 4.2: Create more opportunities for students to become involved with OOTM. – Tactic 4.2.1: Create online forums for competing and prospective students to engage with each other. – Tactic 4.2.2: Create a day Summer Camp Competition for students to compete in through individual registration with a chance to win a trip to the Annual World Championship. 53
  54. 54. Issue 4: Existing associations are reluctant to increase student participation. Objective 4.0: Increase student enrollment by 15% within the next year. Strategy 4.3: Eliminate the idea of “pre-selected” teams winning to encourage more student participation. – Tactic 4.3.1: Establish new volunteer roles to remove existing problem-volunteers from major roles. – Tactic 4.3.2: Generate more volunteers at schools who feel teams are “pre-selected” to win. – Tactic 4.3.3: Create an anonymity voting process to prevent “pre-selected” teams from winning. 54
  55. 55. Carryout Tactic, Objective 4 55  Objective 4.0: Increase student enrollment by 15% within the next year.
  56. 56. 56
  57. 57. Measurement, Objective 4 Objective 4.0: Increase student enrollment by 15% within the next year. Compare enrollment numbers before and after the plan Survey students asking about their experience with OOTM 57
  58. 58. Issues and Objectives Group B 58
  59. 59. Issues and Objectives Issues Corresponding Objectives Potential volunteers lack knowledge of Odyssey of the Mind. Provide potential volunteers with necessary information regarding Odyssey of the Mind program. Volunteers are unaware of the benefits of volunteering. Demonstrate positive outcomes previous volunteers have experienced. (Resume builder, prestigious organization, etc.) Odyssey of The Mind cannot ensure previous volunteers’ commitment for future events. Demand volunteers to verbally commit to future events. Current volunteers lack appreciation and satisfaction with the volunteer program at OOTM. Increase satisfaction among current volunteers, acknowledging their major role in the organization and how they can help further. 59
  60. 60. Budget 60
  61. 61. Issue 1: Brand awareness and recognition among potential volunteers is low or absent. Objective 1.0: Increase awareness of the OOTM brand in select areas by 25% by month six. Strategy 1.1: Educate local communities by defining the organization and its programs and giving a basic understanding about the benefits of OOTM. – Tactic 1.1.1: Pitch local media outlets during times of OOTM team practices in an effort to earn coverage and entice local residents to get involved. – Tactic 1.1.2: Post on local patch sites and related online resources to highlight the OOTM teams in the area and how prospective volunteers can get involved. – Tactic 1.1.3: Ensure all participants in selected areas have basic knowledge of the volunteer process so they can act as ambassadors and spread awareness via word of mouth, social networks, etc. 61
  62. 62. Issue 1: Brand awareness and recognition among potential volunteers is low or absent. Objective 1.0: Increase awareness of the OOTM brand in select areas by 25% by month six. Strategy 1.2: Position OOTM as a rare, once-in-a-lifetime opportunity you can get involved in without competing on a team (volunteering instead). – Tactic 1.2.1: Establish social media networks to engage and persuade local residents to get involved with volunteering for OOTM (can also be used as a recruitment tool for participants). – Tactic 1.2.2: Create folders specifically for volunteers containing relevant information and resources for those interested. – Tactic 1.2.3: Update website when necessary and ensure it contains all relevant information, resources and contact information for prospective volunteers. 62
  63. 63. Carryout Tactic, Objective 1  Objective 1.0: Increase awareness of the OOTM brand in select areas by 25% by month six. Twitter Homepage Example 63
  64. 64. Carryout Tactic, Objective 1 Facebook Flyer 64  Objective 1.0: Increase awareness of the OOTM brand in select areas by 25% by month six.
  65. 65. Carryout Tactic, Objective 1 Facebook Flyer 65  Objective 1.0: Increase awareness of the OOTM brand in select areas by 25% by month six.
  66. 66. Carryout Tactic, Objective 1 Facebook Cover Photo 66  Objective 1.0: Increase awareness of the OOTM brand in select areas by 25% by month six.
  67. 67. Carryout Tactic, Objective 1 Facebook Event Flyer 67  Objective 1.0: Increase awareness of the OOTM brand in select areas by 25% by month six.
  68. 68. Measurement, Objective 1 Objective 1.0: Increase awareness of the OOTM brand in select areas by 25% by month six. Entry surveys to establish a volunteer database Media impressions • Website traffic • Following and engagement on social media Attendance of events 68
  69. 69. Issue 2: Alumni are unaware of benefits that come with volunteering. Objective 2.0: Increase knowledge of benefits by 90% by month 12. Strategy 2.1: Emphasize that volunteering for OOTM is a chance to make a difference and witness young, brilliant minds at work. – Tactic 2.1.1: Designate a section of the website dedicated to volunteer information ONLY. Include the benefits of volunteering and other relevant information that will intrigue possible volunteers – Tactic 2.1.2: Create a monthly newsletter with one section dedicated to highlighting benefits of being a volunteer, and distribute to: – Alumni – Past volunteers – Current volunteers – Current competitors – Past competitors 69
  70. 70. ‹#›
  71. 71. Carryout Tactic, Objective 2 71  Objective 2.0: Increase volunteer knowledge of benefits by 90% by month 12.
  72. 72. Measurement, Objective 2 Objective 2.0: Increase volunteer knowledge of benefits by 90% by month 12. Website hits on portion of website for alumni Analytics of newsletter 72
  73. 73. Issue 3: Retention rate of volunteers is low. Objective 3.0: Retain previous year’s volunteers by 50% by month 12. Strategy 3.1: Maintain positive relationship with volunteers from most current events to show they made a positive impact and are valued. – Tactic 3.1.1: Send personal thank-you emails/cards. – Tactic 3.1.2: News release and media advisory, – Tactic 3.1.3: Send personalized emails as events in their area approach so they know they can be used again, 73
  74. 74. Carryout Tactic, Objective 3 74  Objective 3.0: Retain previous year’s volunteers by 50% by month 12.
  75. 75. Carryout Tactic, Objective 3 75  Objective 3.0: Retain previous year’s volunteers by 50% by month 12.
  76. 76. Carryout Tactic, Objective 3 76  Objective 3.0: Retain previous year’s volunteers by 50% by month 12.
  77. 77. Measurement, Objective 3 Objective 3.0: Retain previous year’s volunteers by 50% by month 12. Keeping track of retention rates through database Welcome packet survey or questionnaire sheet Surveys: post-competitions to measure volunteer activity and discover attitudes/behaviors 77
  78. 78. Issue 4: Current volunteers lack appreciation & satisfaction with OOTM’s volunteer program. Objective 4.0: Increase current volunteer satisfaction by 50% by the end of the year. Strategy 4.1: Maintain better organization and communication in the volunteer programs of the three selected states and allow volunteers to help increase satisfaction within the program. – Tactic 4.1.1: Keep constant communication with current volunteers even when OOTM events are not being held. – Tactic 4.1.2: Make the website more accessible for current volunteers; make social media presence as well. – Tactic 4.1.3: Current volunteers will feel appreciated with consistent “Thank You” letters or cards. – Tactic 4.1.4: Have pictures on website of individual volunteers for their specific state and show how they are recognized within OOTM. – Tactic 4.1.5: Explain the benefits of volunteering with OOTM such as having a volunteer section on a resume. 78
  79. 79. Carryout Tactic, Objective 4 79  Objective 4.0: Increase current volunteer satisfaction by 50% by the end of the year.
  80. 80. Carryout Tactic, Objective 4 80  Objective 4.0: Increase current volunteer satisfaction by 50% by the end of the year.
  81. 81. Measurement, Objective 4 Objective 4.0: Increase current volunteer satisfaction by 50% by the end of the year. Surveys to measure volunteer attitudes or behaviors 81
  82. 82. SUMMARY 82
  83. 83. Summary Through primary and secondary research, we implemented what we felt are the most effective strategies and tactics. Examined and evaluated multiple ways to increase OOTM’s presence in schools and increase volunteerism. Generated various carryout tactics OOTM can use to accomplish its goals. 83
  84. 84. Q&A 84
  85. 85. THANK YOU 85

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