4Situation AnalysisClient Background:Our client is Youth Network, a program benefitting local children that belongs to thenonprofit organization Guilford County Resource and Referral Center (or the GCRRC) and isalso partnered with the Christ United Methodist Church, who donated the property in whichYouth Network takes place. The GCRRC operates under the mission to “support individuals,families, and communities by assisting them with enhancing their ability to overcome lifechallenges, benefit from opportunities, and maintain their quality of life.” This particularcomponent of the association is focused on children ranging from grades pre-kindergartenthrough twelfth and helping them, as Dr. Pamela Palmer put it, “grow and develop a strong senseof…self-confidence, high self-esteem, and self-motivation.” Youth Network helps to instillpositive values in terms of family, life outlook socialization, education, work ethic, nutrition andhealth, recreation and fitness, and spirituality into all children involved. The Youth Networkopened its doors on June 7, 2012 and has since been open every Saturday for young boys in theHigh Point community. The entire program operates on donated time from communitymembers, a significant portion of which are High Point University students, and also requiresparticipation on the part of the children‟s parents. The ten-week programs Youth Network offerswould, according to Dr. Palmer, cost parents over $525 if paid out of pocket; however, theprogram is available at no cost to the families, being funded by the GCRRC and donations.Industry Trends:In the non-profit industry we often see many charitable trends. Some of these trendsinclude holding events and fundraisers to raise money for a good cause. For example, thenational organization Big Brothers Big Sisters holds an annual bowling tournament for each oftheir chapters sponsored by various companies on a local and national scale that acts as both afundraiser and a heavily promoted outlet for awareness (Bowl a strike, 2013). Relay for Life, theMarch of Dimes, and the Juvenile Diabetes Research Foundation, just to name a few, hold walksseveral times per year in nearly every area across the country that work to gain events for theirrespective causes. A lot of charity programs hold things like after school programs for kids tocome together and socialize and become involved in sports, education, spirituality, et cetera,
5again like Big Brothers Big Sisters and also the YMCA and YWCA. Many non-profitorganizations have volunteers to help them carry out their plans and goals and Youth Network isno exception. They also look for donors to donate money or items to the charity to better theprogram or fundraiser with some organizations running purely off of these, such as the annualToys for Tots campaign. We see many trends in the non-profit industry, all of them workingtowards bettering society, a specific group of individuals, or within a specific cause.Competitive Analysis:In the High Point area, extending into the entire Piedmont-Triad, there are severalorganizations that exist that are similar to Youth Network, but do differ from the overallprogram. For example, Youth Focus, Inc. is a United Way Agency based in Greensboro. WhileYouth Network is open to any child in twelfth grade or younger, this program is targeted towardat risk and troubled youths from ages 5-21. Youth Focus, Inc. does not require participation onthe part of parents, but offers a much more inclusive list of program services, such as in-homecounseling and access to the other involved groups like Big Brothers Big Sisters. Most of theservices offered are free for the families involved or billed to insurance, although occasionallythere are out-of-pocket costs. With the aforementioned Big Brothers Big Sisters organizationthere is a local chapter within the city of High Point. The national positive recognition of thisprogram allows each branch access to corporate and local sponsors, as many companies wanttheir names associated with helping the cause. They also work to help children grow into well-rounded and high-functioning adults much like Youth Network does; however, their primaryfocus is on children in minorities facing adversity while Youth Network does not discriminate inwho is brought into the program. In the same respect, there is also a Boy Scouts of Americachapter in High Point, although this program does require payment on the part of the participantand/or his family.Youth Network has three partners – High Point University, the Guilford County Resourceand Referral Center and Christ United Methodist Church. As far as rivals are concerned, theclient made it clear that they do not believe they truly have any threatening rivals or “rivals” atall for that matter. They believe this because all the organization‟s “competitors” are working forgood causes and for the greater good and therefore should not be in competition with each other.They also stated that there would always be a need for this kind of community service and help
6so the competitors in the industry arent necessarily a threat. We understand the basis for thisreasoning; however, with the amount of charitable donations declining with the economy, it isbecoming harder for each group to acquire the funding and resources they need. Because of this,we feel that Youth Network needs to emphasize its position as a local organization in order toseparate itself from the pack in terms of brand identity.Audience Analysis:The Youth Network has many possible audiences to consider. The participants of theYouth Network include children from grades pre-kindergarten through twelfth. These childrenattend the program to grow and develop a strong sense of self-help, including; self-confidence,self-esteem, and self-motivation, which Dr. Palmer says are the keys to the program. Volunteersfor this program come from many different backgrounds and areas. However, the majority ofthem have ties to High Point University, the Guilford County Resource and Referral Center, andthe Christ United Methodist Church, all of which are primary sponsors of Youth Network. Thelargest influencers of the Youth Network are donors. There are a considerable number of peoplewho have been extremely generous by helping keep the program afloat by donating any moneythey may have to offer through the GCRRC. The top donators include High Point University,Alan and Pamela Palmer, Janice Buxton, Crystal Rucker, and Shawna Torrence (Donations,2013). There are also thirty other donators that have all been apart of helping this organizationcontinue to strive.The primary target market that the Youth Network should aim towards would be thechildren in twelfth grade and younger. This would be their primary concern because if a childhears about the program and is interested, it will be difficult for a parent to say no to such a greatprogram. The secondary target market for the Youth Network would be parents with children inpre-kindergarten through twelfth grade. If the parents are targeted, they essentially havejurisdiction over what their children will be doing. If they know about the great aspects of theprogram, they will be more than likely to enroll their child, considering parents are alwayslooking out for their children‟s well being. In addition, they will also help get the word outquickly to other parents as well.Program/Brand Analysis:
7The Youth Network helps local children develop a strong sense of self. The program isabout education, but it is as much about school-age children growing through self-discovery andthrough exchanges with individuals from the High Point community that can help them on a lifeskills level. They like to call themselves an enrichment program. Youths enrolled in the programspend several hours each Saturday at the Youth Network House. Here, they interact withvolunteers from the organizations who are able to generate a positive impact on the youngpeoples lives. Youth Network features four learning centers that focus on differentdevelopmental aspects. The first feature being self-discovery zone, which is designed to helpchildren develop goals and objectives for their lives; the second being powerhouse, whichemphasizes fitness and health; the third is peer connect wherein open discussion and self-expression are encouraged; and lastly, inspiration nation, during which speakers attempt tomotivate and inspire the children of Youth Network (Youth Network, 2013).Media Usage Analysis:Public Relations has been a key tactic utilized by the Guilford County Resource andReferral Center in promoting Youth Network. This method is of particular importance as there islimited funding for Youth Network as is and therefore dollars spent on advertising the programwould not benefit the children involved, but possibly take resources from them. Various mediachannels have been used to spread the word, including segments on the Triad‟s local CBSWFMY News Channel 2 and articles in the High Point Enterprise. With High Point Universitystudents‟ involvement in the program, there have also been news releases on the University‟swebsite. Aside from these, because the Youth Network House does have limited resources interms of how many children they can actually support, the rest of the advertising relies primarilyon word-of-mouth. As a community organization, simply building the image of Youth Networkin the mind‟s of community members with the potential to be involved is what truly matters. Wewill attempt to increase this image in a positive manner throughout our campaign.Category Creative Analysis:From the secondary research conducted, it seems that Youth Network has not launched acreative or strategic campaign in High Point since its formation. This is an obvious reason why
8the client needs our advice and guidance on which direction to pursue as far as campaign. Thisgives a wide range of opportunities for a strategic campaign that could benefit the client.Public Opinion & Stakeholder Analysis:From the secondary research on the public opinion and stakeholders of the YouthNetwork it is obvious that positive opinions feed this non-profit program. Feature articles of theYouth Network in the aforementioned locations have been positive since its launch in June of2012. High Point University, The Guilford County Resource and Referral Center, and the ChristUnited Methodist Church are the three partners or stakeholders for this project. The ChristUnited Methodist Church as provided the location in which the program takes place and theGCRRC provides the majority of the necessary funding. High Point University supplies asignificant number of volunteers and also has been successful in disseminating messages aboutYouth Network. This program is seen as an enrichment opportunity for the youth in thecommunity of High Point. It also fosters the education of Non-Profit majors attending High PointUniversity. That being said, the public opinion and stakeholder involvement will be crucial to thesuccess of the Youth Network. By combining the needs of the city of High Point as well as theneeds of stakeholders, the Youth Network has the capability for growth.SWOT Analysis:Strengths:There are easy ways to get involved with the organization, through the donation of threehours of time or a meal for the children and volunteers.Youth Network is linked to three reputable organizations: the Guilford Country Resourceand Referral Center, the Christ United Methodist Church, and High Point University.Involvement in the program does not cost anything for the families of children involved.Youth Network and the Guilford County Resource and Referral Center are tax-exempt.Weaknesses:There is not enough funding for Youth Network to expand and build on the existingprograms.The Guilford County Resource and Referral website is not accessible through Google andthe page dedicated to Youth Network contains only two sentences and a video. Other
9facets of the website, particularly the „Donations‟ and „About Us‟ pages, areunprofessional, not uniform (with haphazardly placed images and pages containingclearly copy & pasted information comprised of multiple fonts), devoid of content (the„About Us‟ page says “ynuowuhdssd, powmgcwulo”), and would deter involvement.There is a small volunteer base currently involved with the program and many on theHigh Point campus have not heard of Youth Network.Opportunities:Similar local organizations only target at-risk youth so there is a gap in the market forchildren who wouldn‟t fall into this category, but could still benefit from the program.There will never be a shortage of potential new children to be involved in the program.Many student organizations on the High Point University campus are constantly lookingfor ways to volunteer in the local community.The lack of a fee for the family of children involved in the program makes involvementeasier than in similar organizations.They have not yet utilized social media, which would be a great way to increaseexposure, especially among college-aged students.Threats:Similar local organizations are attached to larger organizations and therefore have greatermeans of gaining exposure.Client’s Opportunity:Youth Network has a largely untapped group of potential volunteers at High PointUniversity. As many (if not most) student-based organizations on campus engage inphilanthropy work on both a local and national level, these groups are constantly looking for newways to have their members be involved in the community. As Youth Network has limitedfunding, but would still like to expand the program, students have the ability to be involved on agreater scale than they would in similar, larger organizations. We have developed a preliminaryplan to target the largest groups on the High Point University campus, such as sports teams,Greek organizations, service fraternities, and the SGA. This plan will also include the YouthNetwork presence online separate from the GCRRC website, as we believe this is a weakness forthe program.
10ResearchWe broke our research questions up into two parts, the first being internal to the High PointUniversity campus and the second being more exterior factors pertaining to the Piedmont-Triadarea. Those directly pertaining to HPU are as follows:What are the most effective ways to get High Point University students not only aware ofYouth Network but willing to participate in the organization and donate.Which students on campus are most likely to volunteer with or donate to Youth Network?We followed these up with a question regarding the surrounding environment comprised ofsmaller points:What events do similar organizations in the Piedmont-Triad area already do?Which of these are the most successful?How are these events promoted?Data Collection:The data for our primary research was collected through a distribution of surveys to various HighPoint University students. Since all of the members of Advanced Innovations belong to variousorganizations, we had originally planned to distribute the survey electronically to members ofsaid groups. However, we later decided that this would not be truly representative of all of thecampus community, particularly those not involved in clubs or organizations, and thereforedecided to simply submit the paper surveys to get a greater variety of answers while still usingthe available population in nonprobability sampling. The survey was comprised of 25 multiplechoice and short answer questions designed to get a feel both for our audience and what wecould achieve in working with them. We each set off with a number of surveys distributed viathe personal drop-off method and returned with 33 responses from High Point Universitystudents. We then put the data into an Excel spreadsheet where we were able to find variousstatistics about our sample of students.
11Data Analysis:We began analyzing our data in response to our research questions, the first of whichbeing “What are the most effective ways to get High Point University students not only aware ofYouth Network but willing to participate in the organization and donate?”Also, our data shows that the various clubs and organizations on the High PointUniversity campus would be the best target for the campaign. This also begins to answer ourthird question, “Which students on campus are most likely to volunteer with or donate to YouthNetwork?” The motivation behind student participation in volunteer work was very evenlydispersed among class requirements, club/organization activity, Greek philanthropy, andpersonal interest; however, club/organization activity and Greek philanthropy were slightlyahead of the other options and therefore reinforce the notion that clubs and organizations oncampus should be the focus of the campaign.We then looked at what volunteer organizations students were participating in already.Many students were involved in large-scale organizations, such as the Juvenile DiabetesResearch Foundation, the National Brain Aneurysm Foundation, and Habitat for Humanity. Wewanted to focus in on organizations closer related to Youth Network to answer our next question,which were Big Brothers Big Sisters and Girl Scouts of America. Working with both of thesegroups involves direct contact with the children involved and not much room for contributionelse wise, except for purchasing cookies once a year.In addition, nearly all of our survey respondents said they were only willing to commitbetween zero to six hours per week volunteering. This gave us a new, unique way to express toour audience that they could have a large impact on Youth Network without committing theextensive amount of time required for participation in programs like Big Brothers Big Sisters.Big Brothers Big Sisters does not require a certain amount of hours a week to spend with yourlittle, however, it is highly recommended that you volunteer at least five hours a week as well asreach out once a week to do outside activities, which could be an all day event. Overall, BigBrothers Big Sisters is a much more time committed relationship with someone, and many of thetargeted people who took our survey stated that they would not be willing to dedicate as muchtime as is needed for the Big Brothers Big Sisters program.Students also responded on the types of fundraisers and events that they would beinterested in being a part of. By a clear majority, students were interested in attending concerts
12and also supporting events in order to support charities. When specifically asked aboutfundraising on campus, the responses reinforced the need for larger events to promote studentparticipation, such as Big Man on Campus, would be the most effective means of reaching HighPoint University students. With interest in other events, such as hosting restaurants, there is agreater potential to expand an event into a multiple day or weeklong program with severalsmaller parts leading up to the main event.Please see the chart below regarding real life percentages of our survey responses from33 respondents.Secondary Research:The secondary research was conducted to better understand the community in which weare trying to promote Youth Network. There are various organizations that High PointUniversity is involved with and sponsors particular events. That being said, there are alsodifferent organizations in the Piedmont Triad area whose events we can use as example. Wealready know that Relay for Life is a successful event held here on campus each year. Fromexperience and the secondary research, we have found other non-profit organizations withsimilar goals and objectives of the Youth Network.1. Big Brothers and Big SistersBig Brothers and Big Sisters is a national organization that has gained plenty of exposureand success throughout the years. Like the Youth Network, Big Brothers Big Sisters focuses onthe youth of the community and providing fostering experiences for their development andgrowth. Although the method is somewhat different, the organizations share the common needand want to provide resources to the vulnerable youth of communities. One event that stuck outthe most and could be possible for the Youth Network is something along the lines of the “BowlFor Kids‟ Sake” event. It is an annual sponsored bowling tournament in majority of areas thatBig Brothers Big Sisters is located. This event is one of the largest fundraising events of the yearand allows companies and organizations to sponsor the event and raise money for the youth. Thecity of High Point also hosts this annual event, allowing opportunities for people to sponsordifferent aspects. This is obviously already a popular event for the organization as a whole, andcan be beneficial to look at to construct a main fundraising event for the Youth Network. The
13event is heavily promoted on their website, as well as online search engine results. This could bean idea of an event for the involvement of High Point University students as well. Bowling is arelevant thing to HPU students; many students participating for leisure while others receivecredit for the physical education course. Tarheel Lanes in High Point is the bowling alley wherethese classes assemble. The relationship that is already built through HPU and the bowling alleycould be a key to putting on a successful event for the Youth Network. We know that studentsparticipate already and we could promote this throughout campus and student email.2. United WayAnother organization is United Way. High Point‟s non-profit department already has arelationship with the program. Students can offer volunteer hours for the organization in order tomeet service learning class requirements. That being said, their events and campaigns areimportant to look at for Youth Network ideas. United Way has a campaign called ChildrenInitiatives which helps the science of early childhood development. Alike Youth Network,United Way has aims to better the future of young children. The secondary research conductedshowed a large emphasis was put on local partnerships that fostered successful volunteer andfundraising opportunities. By creating more relationships with local organizations and businessesYouth Network could create a larger, successful campaign. Not only that, but more involvementfrom businesses in the Piedmont-Triad area allows for further exposure of the Youth Networkand events.3. Relay For LifeRelay For Life is a fundraiser for the American Cancer Society. This specific fundraiseris held to help people find support and comfort with the hard issue of cancer. It honors cancersurvivors, those who have died from cancer and just to help fight back against the disease.During these events relay teams camp out and take turns walking or running around a track.These events last up to 24 hours long and asks that one team member is walking on the track atall times to imitate the fact that cancer never sleeps. This is the type of event that often takesplace at schools from middle to high school to colleges. In fact, Relay For Life is hosted on theHigh Point Campus every year.I went further into researching this event because it seems to be very successful on thiscampus. The turn out increases every year and High Point students really get involved. After
14researching this event/organization thoroughly we found a lot of good information. There isfood, refreshments, games and contests throughout the entire event.Also, there is something constantly happening to keep participants involved and excitedabout the fundraiser. This may seem like a small step but I think it is very important. People,especially students, can easily get bored with typical fundraisers/events but if there is constantlya new game or contest being introduced it will continue to draw in the attention of theparticipants. We also found that holding small events within the event is a good way to getstudents involved and wanting to participate. The American Cancer Societys Relay For Lifeevent is a great fundraiser to look up to. This organization is relevant because we can look tothem for advice and tips on how to run a successful event.Besides collecting secondary research on other events and organizations in the Triad area,our team decided to go a little further. We found some general secondary research on hosting andpromoting non-profit events. We found a lot of information we were already aware of however,we also found some extra good advice and ideas from a marketing blog called, The MarketingSpot and another website called the Digital Marketing Department also Using sources like theschool newspaper, community calendars and press releases can be very beneficial in spreadingthe word about the event.Goals & ObjectivesOutput Objectives:In order to garner the largest amount of awareness for our various events, we will reach ourtarget audience of High Point University through three groups with specific messages for each.We have decided to target those students on campus involved in various organizations, althoughour methods for reaching them will expand to all students.We will be featured in the daily Campus Concierge email beginning with their firstcorrespondence of the semester in order to inform all students on campus about theevents for For the Kids Week by August 26, 2013.For the Kids Week and Youth Network will be featured in the High Point UniversityCampus Chronicle during the first August issue (date of publication to be determined)
15telling students the purpose of Youth Network and where the funds raised will be goingin order to facilitate greater awareness.We will set up an event on Facebook for the week through the specific Facebook fanpage we will have already established for the Youth Network organization. This willconsistently remind students about the events and allow us to keep a steady stream ofpositive facts occurring on Facebook newsfeeds. We aim to get approximately 50% ofthe student population seeing the page by August 30.We will attend the meetings of various campus organizations the week of August 19 (IE:SGA, Greek-affiliated organizations, sports teams, etc.) to explain the importance of thecause, encourage participation, and present ourselves as contact resources. With Greekorganizations, we will also introduce a contest lasting the duration of the week for whichgroup can raise the most funds. These meetings should give us access to approximately75% of students according to the High Point University Office of Admissions.In order to reach students who do not have access to social media or do not necessarilycheck their email accounts daily (as there are not many of them, but they do exist), wewill visit each of the dormitories on campus and place flyers under the doors fromMonday, August 26 to Thursday the 29. We will also be doing a “dorm storm” duringthis timeframe, which will remind students about the events and also directly ask them todonate to the cause. This potentially gives us access to 93% of students, which is thepercentage of students living on campus according to the High Point University Office ofAdmissions.Outcome Objectives:Get students to attend the weekly eventsOur objective is to get at least 25% of the HPU campus to attend each of our sixevents (approximately 1,000 students at each) in order to garner funds for YouthNetwork and increase awareness of the organization.Increase awareness of the Youth NetworkWe will conduct a follow-up survey to find out if the number of students aware ofYouth Network has increased throughout the weeklong event. Currently, thepercentage of students who know about the program is about 30%. Our goal is to
16get this number up to at least 70% awareness by the end of our For the Kids Weekon August 31.Fundraise money for Youth Network to use for any expensesBy the end of the week Advanced Innovations seeks to raise at least $2,000 fromthe various events and from students donating to Youth Network by August 31.Because Youth Network wishes to become funded independently of the GCRRC,we would like to provide them with money to be used on any of their expenses inrunning the program.Collect other donations of money and resources for Youth NetworkWe will have collection bins located in the Slane Student Center and theUniversity Center for people to donate various items to Youth Network during theweek. On aforementioned flyers we will distribute and on the concierge emailswe will give a list of items we would like donated (IE: paper towels, hand soap,toilet paper, paper plates, disposable cutlery, etc.). We will also arrange with theconcierge to have a donation box for students to put in separate donations andloose change. This will cover some of the gaps in funding Dr. Palmer hasexpressed Youth Network possesses.Encourage resource donation for weekly mealsOur goal for this objective is to get sponsorship of all meals for each of theSaturdays throughout the duration of the ten-week-long program. We will mainlyexpress this to the organizations we visit during weekly meetings as it will be aneasy feat for them to accomplish with a huge membership for support. This willbe one very easy way to alleviate some of the cost burden on Youth Network.Get organizations to sponsor children to attend Youth NetworkSince there are currently 15 children participating in Youth Network and they donot have the facilities to accommodate too many more, our goal for this objectiveis to get organizations on campus, or a team of a couple organizations combined,to sponsor 3-5 new children to attend the ten-week Youth Network program bySeptember 1.
17Business Objective:We aim to create a positive and prominent reputation for Youth Network in the HighPoint community, particularly on the High Point University campus, that fosters a greaterknowledge of and participation in the organization by the end of our events on August 31.Messages & Audiences ReportClient Problem or Opportunity:Youth Network currently operates in High Point, North Carolina with support from theGuilford County Resource and Referral Center (GCRRC), but aims to generate its own funding.With such close proximity to High Point University, the ten-week-long program receives asignificant amount of support from students in terms of volunteers, especially with Dr. Palmer‟sclasses studying nonprofit organizations that are required to participate. However, there are onlyfifteen boys from grades pre-kindergarten through twelfth currently participating and what YouthNetwork needs is not additional people volunteering time. They simply need funds to continuethe success of the organization and also to potentially expand it. The cost for the series ofweekends, which Dr. Palmer estimates to be about $525, is not paid for by the children or theirparents, but is rather funded by the GCRRC and outside donations. There are additionalexpenses as well, such as meals for the children and volunteers and basic supplies like papertowels and hand soap, which do add up for program. These factors have lead Youth Network torecognize a huge opportunity in the generosity of nearby HPU students: to acquire donations ofresources and/or funds from students and their respective organizations on campus for YouthNetwork.Campaign Objectives:In order to achieve the most possible success in pursuing this opportunity, we havedecided to host a weeklong event for Youth Network on the High Point University campus fromAugust 26-31, 2013. Each day of the week beginning on Monday, there will be events such ashosting restaurants and movies in the Extraordinaire Cinema in the University Center. Thesewill all culminate in a formal dance event on Saturday, August 31 for which tickets will be sold
18the week leading up to it at the University Center tables as well as in the Slane Student Center.The goal of these events is to garner funds and donations for Youth Network through attendanceat the week‟s events as well as to inspire future giving from the students on the HPU campus.Target Audience:The overall target audience for the campaign is High Point University undergraduatestudents, comprised mainly of young adults ages 18-22, 59% of which is female.Target Audience Segmentation:However, we have decided to target mainly those students involved in various activitiesand organizations on campus, although some of the means of doing this will reach the minisculeminority of students who do not participate in any groups. Approximately 30% of students areinvolved in Greek organizations, which lead to our first segmentation of fraternity and sororitymembers. There are three governing bodies of these groups on campus, which are the Inter-Fraternity Council (IFC), Panhellenic Council, and National Pan-Hellenic Council (NPHC) andmembership in these organizations can reach over 150 members. Each fraternity, of which thereare five currently active, and sorority, of which there are an active nine, hold weekly chaptermeetings that often have guests from the University or the community who come to speak aboutdifferent opportunities for the organizations and their members. We would attend thesemeetings, possibly with additional representatives of Youth Network if they are interested, to getacross a key message to these students. As many of them are involved in many other activitiessuch as clubs and jobs, they do not always have ample time to devote to philanthropic efforts.We want them to know that by helping Youth Network by donating resources or sponsoring achild they are making a huge difference without spending a lot of time. We also want toemphasize the idea of sponsoring a child to attend the program as a chapter. Since manychapters are so large, 150 students sponsoring one boy for the ten-week program duration wouldonly cost each member approximately $3.50. This ease will be highlighted on flyers that will bedistributed at these chapter meetings as well as put on display in the Greek Village ConferenceCenter and to the individual houses. In addition these flyers will feature a contest across thedifferent Greek-affiliated organizations to see who can raise the largest amount of funds for theYouth Network. The winning team will receive a plaque featuring a photo of the Youth Network
19children supported thanking the organization by name and they will also have a private showingof the newly released movie of their choice in the Extraordinaire Cinema with free popcorn,candy, and drinks.Next, we will target the student athletes at High Point University. Dr. Palmer had told usthat several members of the men‟s basketball team are already involved in Youth Network,which allows us a great starting off point with this particular group. With fourteen Division 1sports teams and over twenty Club teams on campus, there are a significant number of people tocontribute to this worthwhile cause. As a theme for targeting this group we have adopted theslogan “Take your teamwork off the court!” We will encourage these students to give back totheir community and improve the reputation of their team members by working to help theseyounger students, according to Dr. Pamela Palmer, “grow and develop a strong sense of…self-confidence, high self-esteem, and self-motivation.” We will have a strong visual that will bedistributed to the various programs and put around athletic facilities across the Universityfeaturing athletes helping children either learning various sports techniques or with homework orother self-improvement. We will have a mixture of celebrity athletes representative of the biggersports teams on campus, such as Bubba Watson for golf and Carmelo Anthony for basketball,and the actual High Point University athletes volunteering. This will inspire our students toachieve both as much as their professional role models and the same level of giving as theirpeers.
20Finally, we will target students in other clubs and organizations on campus that are not ofa Greek-affiliated or athletic nature. These groups include the Student Government Association(SGA), the service fraternity Alpha Phi Omega (which, although their name has Greek letters init, is not governed by IFC, Panhellenic, or the NPHC), the Campus Activities Team, andOdyssey Club (for students in the Honors Scholar Program) to name a few. Some of themethods we will use to target these students will conjointly reach others, but they will reinforcethe messages specific to these people. We will have the students operating the ice cream truckdistribute facts about the Youth Network organization with the treats they are handing out.These will present our message on it that helping support the organization will, like ice cream,make you feel good and reach beyond the bubble of High Point University to help foster a senseof community with citizens of High Point. We will also reach out to the leaders of theseorganizations and ask them to personally talk to their members about helping with YouthNetwork. As these groups do not have as regular meetings as the two aforementionedsegmentations, this will allow the personal contact we would like to establish on their schedule.We will give these leaders flyers highlighting the positive results of donating funds and resourcesExample ofhandout/poster to giveto athletic teams. On theback would be a boilerplate giving more infoabout Youth Network
21to Youth Network to distribute to their members both in physical and digital form in order forthem to fit into regular correspondence.While we will be reaching every student on campus in some way or another, by targetingthese groups we hope to achieve the greatest amount of positive response for the Youth Networkorganization. We aim to increase awareness of the program as well as gain support during theweek with donations and participation in our events. Ideally, this will produce long-term supportof the program through our different organizations at High Point University with sponsorship ofchildren to participate and continuing donations. While we separate our messages into differentsegmentations, the overall theme is the same: Youth Network is a worthwhile cause that shouldbe supported by students.Media Recommendations:All of these students will gain exposure to the Youth Network by our Facebook eventpage, the distribution of information through the Campus Concierge Daily Update emails, theHigh Point University Campus Chronicle newspaper, and flyer distribution and “dorm storming”we described in our “Goals and Objectives” summary. Social media is so important these days sowe recommend using that as much as possible. Using a Facebook page to promote and keep incontact with people will be very helpful. Another idea is even setting up a Twitter account toThese are examples ofhandouts that would be givenout by the ice-cream truckwith ice cream/treats. Therewould be a boiler plate on theback giving info about YouthNetwork.
22keep track of progress during the week and to help further promotions. We will communicate tothem that this program is a worthwhile cause for the High Point community and how much anydonation can help to build on the program and allow children to benefit greatly. We will also letthem know about all of our fun ways to get involved throughout the week, particularly the formalevent at the end of the week.Strategies & TacticsIn order to improve upon and expand the program offered by Youth Network, as well as togarner the organization financial independence from the Guilford County Resource and ReferralCenter (GCRRC), we have decided to host a weeklong series of fundraising events called For theKids Week. With its close proximity to High Point University and a largely untapped pool ofgenerous students, they would like to target the campus to help achieve this goal. There is acornucopia of methods HPU students can get involved with Youth Network and make a veryimpactful difference in the lives of young, local boys with little effort on their part. Theseinclude:Donating resources such as paper towels or combining forces with other students tosponsor a childo According to Dr. Pamela Palmer, it would cost approximately $525 for the ten-week-long program.Target audiences include:o Greek organizationso Sports teamso Other campus clubso The rest of HPU student bodyMedia Recommendations:When we spoke to the representative from the Youth Network she mentioned that thetarget market for this campaign was primarily focused on High Point University students. Thatbeing said, we focused on media outlets and resources on campus, which would obviously reach
23that target market. Although outside resources are normally used for strategic campaigns, we feltit was unnecessary to go to outside sources from HPU‟s campus. Listed below are a variety ofearned and owned media. Since all of our campus resources are free to us we did not have anypaid media to add to the list. Although paid media is not being used, this is a good thing for theteam and Youth Network. It allows more opportunities to use our budget accordingly for theevents being held throughout the week of August 26, 2013.Facebook/TwitterSocial Media outlets will be a huge resource for gaining exposure for the eventsthat we plan on hosting during the week of August 26, 2013. We plan on creatingpages for Facebook and Twitter so both audiences that use these social mediatools will be reached. For example, we planned on creating a Youth NetworkFacebook page that features the events that High Point University will hold aswell as all of the information that goes along with those events. Events arepromoted throughout Facebook by creating an event and sending an invitation forall of your “friends” or Facebook users to see. This app also features the ability todetermine who plans on attending the events. Users have the ability to Accept,Decline or “Maybe” attend the event that the invitation features. So, the Facebookpage would first give the mission statement of the Youth Network, the cause forthe week-long event(s) and how you can participate, attend and donate. TheTwitter page will have the same concept, featuring daily tweets about the eventsthat are coming up prior to the actual week of the event. We can also team up withHPU‟s twitter account in different tweets to get more exposure to our targetmarket of HPU students and groups.Campus ConciergeCampus concierge is also another media outlet that we will use based out ofHPU‟s campus. This owned media is an easy way to reach the entire student bodyof HPU. The campus concierge already features events that occur on campus andemails to make students aware. This email can be drafted quite easily and will
24suffice as generating enough awareness consistently throughout the week andweeks before.Campus ChronicleThe Campus Chronicle would be the earned media element of our media outletsfor the Youth Network. The plan is for the campus newspaper to interview usabout the events we are trying to hold for Youth Network and why it is importantto HPU and High Point‟s community. If possible, the newspaper will publish andfeature our story in the Newspaper, gaining more exposure to our targetaudiences.Youth Network WebsiteAs a form of owned media we are going to create a new website for YouthNetwork. The website will be creative, eye catching and easy to navigate. YouthNetwork needs a strong online presence to draw in their targeted audiences. Thewebsite will have different pages. One of the most important pages the websitewill feature is the events page. The events page will be updated regularly to notifythe surrounding communities about upcoming events such as fundraisers. Therewill also be a clear spot with contact information on how to reach the members ofYouth Network and also how to donate.High Point University WebsiteAs another form of owned media we are going to have an advertisement on theHigh Point University website for Youth Network and the event week. This is avery important owned media source because the events will be geared towardsHigh Point University students. Therefore, the best way to reach the students isthrough outlets in which they use often---such as the website. The website willfeature the different events that we will be hosting a well as the specificinformation such as when and where. The website will also feature a small“article” about Youth Network, their organization and their goals.
25Media List: Below you will find a media list specifying our media outlets listed above and theircontact information for the use of the Youth Network and Kids Week:Facebook/Twitter• Facebook:https://www.facebook.com/HighPointU?fref=ts• Twitter: @HighPointUCampus Concierge• Email: Concierge@highpoint.edu• Phone: (336) 841-4636Campus Chronicle• Email: News@highpoint.edu• URL Link: Highpoint.edu/chronicleHPU Website• URL Link: Highpoint.edu• Phone: (336) 841-9000
27The For the Kids Week events will take place the week leading up to Labor Day Weekendfrom Monday, August 26 through Saturday, August 31, 2013. Because classes for the Fall 2013semester convene on Tuesday, August 20 and students should begin to arrive on campus onlythat weekend before, our various tactics will be implemented on a short time frame. Thetimeline schedule we have devised to best extend our message to High Point University studentsis listed in the points below:Monday, August 12Beginning the Monday before classes reconvene each semester, the CampusConcierge resumes their „Campus Concierge Daily Update‟ emails. The list ofevents for the For the Kids Week will be featured in the emails from this firstpoint, as well as on the corresponding kiosks around the school.This is the same time that we will officially launch our Facebook event. We willhave already created an official Youth Network page (linked to the YouthNetwork website) that will be the listed host of the event and from this account aswell as our personal accounts we will invite potentially the entire University.Sunday, August 18 – Friday, August 22The week leading up to For the Kids Week we will have students “DormStorming” for Youth Network from Monday through Thursday, meaning they willgo door-to-door in each residential building and community asking for donationsand distributing flyers about the Week and Youth Network. This will occur fromapproximately 7:00-9:00 PM in the evening once students are done with classes.During this same time, we will have students post flyers in various locationsaround campus, such as on dormitory bulletin boards and in the Millis Athleticand Convocation Center.Throughout the week, we will attend the meetings of each Greek organization oncampus and introduce them to a competition we will be holding throughout thenext week called Greeks Give, rewarding the group that raises the most funds forYouth Network. We will also present them the idea of sponsoring a child toattend the program, which is very feasible with their high numbers.We will also meet with sports teams and other campus clubs and organizationsthis week, urging them to participate in the events of the Week.
28Week of August 21We will work with the High Point University Campus Chronicle to run a storyabout our fundraisers for Youth Network, which will likely run on August 21;however, the exact date the newspaper plans to release their August issue has yetto be determined.Monday, August 26This is the official start of our events. The University Center tables will beutilized from this point on for donations, awareness of Youth Network, andselling tickets for our formal dance event (at $10 per person or $15 per couple),specifically from 11:00 AM-1:00 PM on this day. The emails sent daily from theCampus Concierge will now be tailored to the specific day‟s events as well asreminding students to purchase tickets for Saturday‟s formal. There will also beboxes for both the donation of cash and items for Youth Network at Conciergelocations during their hours.That evening from 4:00-9:00 PM we will be hosting Feeney‟s Frozen Yogurtwhere proceeds will go toward Youth Network.Monday, August 26 – Friday, August 30We will coordinate with the students driving the High Point University ice creamtruck to distribute miniature versions of our flyers with the treats they hand out.These will have on them quick facts about Youth Network as well as the events ofthe Week.Tuesday, August 27Representatives for the fundraiser will be at the University Center tables from3:00-5:00 PM selling tickets for Saturday‟s formal dance event and collectingdonations.At 8:00 PM there will be a movie playing in the Extraordinaire Cinema precededby a brief video about Youth Network. Donations will be requested.Wednesday, August 28Representatives for the fundraiser will be at the University Center tables from11:00 AM-1:00 PM selling tickets for Saturday‟s formal dance event andcollecting donations.
29From 4:00-7:00 PM we will host a tie-dying event for students on the SlaneBasketball Courts. In order to dye a shirt, students may bring their own and pay$5 or we can provide one for them for an extra $2. There will also be popcornand cotton candy for students who participate.Thursday, August 29Representatives for the fundraiser will be at the University Center tables from3:00-5:00 PM selling tickets for Saturday‟s formal dance event and collectingdonations.Liberty Steakhouse & Brewery will be our next hosting opportunity from 5:00-10:00 PM with a percentage of profits for the night going toward Youth Network.Friday, August 30Representatives for the fundraiser will be at the University Center tables from11:00 AM-5:00 PM. In addition to selling tickets for Saturday‟s formal danceevent and collecting donations, we will also be holding a bake sale.Saturday, August 31At 8:00 PM, there will be a formal event in the Greek Village Conference Centeras the capstone event for For the Kids Week. The winner of the Greeks GiveCompetition will be announced here.Budget:As previously stated, throughout the week we will be hosting a variety of differentevents. Luckily, the majority of these events will not cost anything from the Youth Network.Our events that will not need to be funded include our Feeney‟s night, our movie night, Libertynight, and the bake sale. The movie night will not need any funding due to the fact that we arelucky enough to be able to rent out the school movie theater for free, and the school also is ableto supply the movie for us. This saves a tremendous amount of money instead of renting a theateroff campus. The Youth Network will also not need to fund anything for the bake sale due to thefact that people will be donating their baked goods rather than having the Youth Network buy thefood themselves to sell. The other two nights will not need to be funded because they are hostedat restaurants and yogurt shops that do not require any fees. The three apects that will requirefunding are the tie-dye event, prize for the Greek Gives winner and the formal. The prize for
30Greek Gives will cost $100. The tie dye event will include fifty t-shirts for participants who opt-in to pay for their t-shirts rather than bring their own. The total amount of money for these t-shirts will be $75.00. The other supplies that will be necessary for the event is a tie dye kit. Onetie dye kit makes 50 shirts, which means we will be buying two for $100.00. In summation, thetotal amount of money spent on the tie-dye event will be $175.00. The formal will be a littlemore costly, however, the profit is still superior. The formal will be held in the GreekConference Center on campus, which allows us to not have to pay for a space. The only coststhat will need to be provided is for food and drinks. We have allocated funds to have the formalcatered by subway. This includes giant subs that serve upwards of 110 people as well as fourdozen cookies and an array of soft drinks. This total quantity of food amounts to $350.00, whichis a small price to pay compared to the profit that will come out of the formal event. Below is achart that further shows the allocated funds.Monitoring & EvaluationYouth Network is an organization dedicated to helping children in the High Point areafrom grades pre-kindergarten through twelfth develop socially, physically, and cognitively. Theprogram currently operates with support from the Guilford County Resource and Referral Center(GCRRC); however, those involved aim to generate its own financial independence andpotentially enough to expand the program further. To aid in this cause, Youth Network hasdecided to reach out to the students of High Point University. Advanced Innovations has devisedwhat we feel will be the most affective means to do so with a week-long series of events entitledFor the Kids Week from August 26–31, 2013. This is designed to increase awareness of theorganization and garner funds in a positive, fun way that gets students involved. We havecreated a set of output, outcome, and business objectives that we will work towardaccomplishing throughout this said week to best achieve this goal. Output objectives will bemeasured purely on their enactment and will be evaluated based on our outcome and businessobjectives. For the latter two we will monitor and evaluate the success of each through differentmethods corresponding to their natures. Below you can find a summarized form of each of theseobjectives as well as the means by which we will analyze them.
31Get at least 25% of the HPU campus to attend each of our six events (approximately 1,000students at each) in order to garner funds for Youth Network and increase awareness ofthe organization.To monitor this objective we will have a member in charge of using a handheld tallycounter to keep track of every person who enters each event. By doing this we will beable to keep track of the amount of HPU students that attend each events.To evaluate this objective we will put the attendance numbers of HPU students at eachevent into an excel sheet. By doing this we will be able to see which events had the bestand worst turnouts.Get the percentage of High Point University students aware of Youth Network from 30%up to at least 70% awareness by the end of our For the Kids Week on August 31.To monitor this objective we will be distributing a preliminary survey to establish theawareness HPU students have about Youth Network. We will also keep track of howmany people respond to the events through our social media tactics such as Facebook etc.We will also use Google Alerts to find out what is being said about Youth Network andtheir organization events. Additionally we will monitor the website traffic of the new andimproved Youth Network website that we have planned to set up.To Evaluate this objective we will use a post survey about the awareness HPU studentshave about Youth Network. With the preliminary and post surveys we will be able todistinguish a difference between the awareness before the event week compared to theawareness after the event week.Each survey has been created using the website SurveyMonkey; however, a transcribedversion of each may be found on the next few pages.The following is our preliminary survey:1. Have you heard of the Guilford County Resource and Referral Center?YesNo2. Have you heard of Youth Network?YesNo3. Are you aware that HPU has a volunteering center?
32YesNo4. Have you ever utilized the volunteering center at HPU?YesNo5. What motivates you to participate in volunteer work?Class requirementClub/organization activityGreek philanthropyPersonal interestOther (please specify)6. How active do you consider yourself in volunteering for a non-profit organization? (1being very unlikely; 10 being very likely)1 2 3 4 5 6 7 8 9 107. How likely are you to volunteer locally (e.g., Piedmont Triad community)? (1 being veryunlikely; 10 being very likely)1 2 3 4 5 6 7 8 9 108. How likely would you be to donate to a non-profit organization? (1 being very unlikely;10 being very likely)1 2 3 4 5 6 7 8 9 109. SexMaleFemale10.Age1819202122Other (please specify)The following is our post survey:1. Have you heard of the Guilford County Resource and Referral Center?YesNo2. Have you heard of Youth Network?YesNo3. Would you be willing to help sponsor a child to attend The Youth Network?YesNo
334. Would your club or organization be interested in helping to provide food for the childrenin The Youth Network?YesNo5. As an alternative to paying school sanctioned fines, would you consider completingcommunity hours?YesNo6. How active do you consider yourself in volunteering for a non-profit organization? (1being very unlikely; 10 being very likely)1 2 3 4 5 6 7 8 9 107. How many hours are you willing to spend volunteering each week?0-33-66-99+8. How likely would you be to donate to a non-profit organization? (1 being very unlikely;10 being very likely)1 2 3 4 5 6 7 8 9 109. SexMaleFemale10.Age1819202122Other (please specify)Finally, the following is a survey to judge the lasting perception of Youth Network:1. Have you heard of the Guilford County Resource and Referral Center?YesNo2. Have you heard of Youth Network? (If your answer is no, please end the survey. Thankyou.)YesNo3. What do you know about Youth Network?[open ended question]
344. What do you think needs to be done to allow more people to be aware of YouthNetwork?[open ended question]5. What do you think Youth Networks message to the public should be?[open ended question]6. Are there any improvements you would suggest for Youth Network?[open ended question]7. SexMaleFemale8. Age1819202122Other (please specify)How many open-ended questions. These will take much time to code and interpret.Also, why post survey and another separate survey? You could combine those two andadd some more specific questions about your event participation!By the end of the week Advanced Innovations seeks to raise at least $2,000 from the variousevents and from students donating to Youth Network by August 31.We will monitor this objective by each day calculating the amount of money made ateach event, UC tables, the concierge and online donations. We will structurally andclearly enter these numbers into a table each day to keep careful track of the amount ofmoney made.To evaluate this objective we will look at each table from each day, adding up the totalsand finding the final number of dollars raised by August 31.Collect other donations of money and resources for Youth Network during the week ofAugust 26-31.To monitor this objective we will keep track of other donations given to Youth Networksuch as art supplies, lunches, field trips etc.To evaluate this objective we will simply be able to look at the other donations given toYouth Network after the event week versus before the event week.
35Get sponsorship of all meals for each of the Saturdays throughout the duration of the ten-week-long program.We will have a sign up sheet to monitor this objective. By using a sign up sheet we willbe able to see when and what people will be able donate meals. We will keep track andmake sure that all weeks are being signed up for. If there are still weeks that have notbeen volunteered for we will make sure to produce more promotion/advertising aboutbeing able to sponsor meals.To evaluate this objective we will see the completed sign up sheet and see if all weekshave been filled with volunteered sponsors.NAME DATE FOR DONATION MEAL TYPEGet organizations on campus, or a team of a couple organizations combined, to sponsor 3-5new children to attend the ten-week Youth Network program by September 1.To monitor this objective we will continuously keep in communication withorganizations on campus about sponsoring a new child. We will have the presidents ofthese organizations email us with their interests. To monitor effectively we willconstantly check our emails to see if any organizations have shown interest.To evaluate this objective we will see how many sponsors we have gained by the end ofthe week.Create a positive and prominent reputation for Youth Network in the High Pointcommunity, particularly on the High Point University campus, that fosters a greaterknowledge of and participation in the organization by the end of our events on August 31.To monitor this objective we will again utilize the Google Alerts tool to keep track ofarticles, news stories and what is being said about Youth Network throughout the week.We will also check our social network sites such as Facebook and Twitter to see what
36students, sponsors, volunteers and other people are saying about Youth Network and theFor the Kids week. To monitor the participation, again we will have the handheld tallytrackers. We will also keep a log of all papers and other earned media channels wherenews releases, media alerts, and feature articles are distributed.To evaluate this objective we will continue Google Alerts. We will also have routinecheck ins to monitor if people continue volunteering and donating to Youth Networkafter our events week has ended.
37Google Alert Search TermsGoogle alert search terms we will use include,Youth NetworkFor the KidsHigh Point University student philanthropyThe Guilford Country Resource and Referral Center
38SEE APPENDIX FOR THE FOLLOWING VISUAL REFERENCES:Donation Flyer 39Bake Sale Flyer 40Campus Concierge examples 41Calendar of Events Handout 42Screenshot of Donation Site 43Facebook Event Page 44Newsletter 45
44A week dedicated to help raise funds for Youth Network, an organization working tosupport the physical, social-emotional and cognitive development of young boys.In hopes to raise funds for the continuation of their success, Youth Network is hosting a week longpromotional stunt titled, “For The Kids,” with different events each day. The weeklong event will run fromAugust 26-31, 2013. Most of the events will be held on High Point University’s campus with some eventslocated at different venues throughout the week. A schedule of specific event dates, details and times willbe distributed within the coming week. The goal of this week is to get as many High Point Universitystudents involved and passionate about donating to help continue the success of this wonderfulorganization with hopes of expansion. Our hopes are to get as many organizations, clubs, sports teams,greek life and any other students involved and motivated to help make this week a success!