BookSpring Presentation
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Client: BookSpring, non-profit organization focused on improving Central Austin literacy. Problem: How can we expand public awareness/ improve program exposure? Description: We decided to create a campaign that increases social media activity, events, and creating a "branded house" within the programs at BookSpring. We believe it will increase the pubic awareness among our target audience.
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BookSpring Presentation
- 1. GROUP nebula. Kara Endahl, Madison Reineke, Luoman Huang, Lily Flores, Audrey Vivar
- 2. Our Goals Increase public awareness Create a “branded house” 1. 2..
- 3. Big idea BookSpring is not just about reading, it’s about empowering children to accomplish their dreams. “ ”
- 4. KAren 40 Years old People ages, 35-44 years-old are most likely to volunteer. Baylor University Graduate Individuals with higher levels of education volunteered at higher rates than those with less education. PTA Mom 46% of mothers, with children under 18, volunteered mainly for an educational or youth service organization. Youth Group Leader The organization for which volunteers worked the most hours during the year was religious (33.3%) followed by educational & youth service related (25.1%)
- 6. Social Media Facebook (81%) Instagram (30%)Pinterest (40%) According to Pew Research, these are Mom’s favorite social media platforms. “ ” Nearby Events BookSpring at The Thinkery
- 8. EVents BookSpring + The Thinkery Austin Children’s Museum BookSpring + Menchie’s Get 25% off your purchase on BOOK when you bring in a new book to donate to
- 10. RE-vamp & Branded house Website Programs Contribute Our Story Events Keep in touch! Early Childhood Programs Community of Readers Parent Book Clubs Books for Me Read-A- Thon Read/W ell ReBook
- 11. Measurement REACH: How many people did we impact? ▸ Fans & Likes ENGAGEMENT: How many people interacted with us? ▸ Clicks on posts ▸ Repins & shares ▸ Comments CONVERSION: How many people took action? ▸ Donations ▸ Volunteer registration
Editor's Notes
- Keep someone up there that keeps track of time and clicks the slides. Research-survey & observation *include what you did for research “get good at telling your client their baby is ugly.”
- Madison intro: For America’s poorest children, the biggest obstacle to literacy is the scarcity of books and appropriate reading material, but BookSpring serves to bridge this inequality. Our main goal for BookSpring is to increase public awareness of
- Lily BookSprings is not just about reading but also empowering children through their accomplishment of becoming better reader. We want them to see that by settings goals and working hard at them, they can have success and we hope they can take this with them as they grow older. We want them to experience the joy that comes with So we from our research we feel this message would best resonate with…..Karen
- Lily Karen is a 40 year old, Baylor University graduate, PTA Mom who is highly involved in her two young boys’ education and extracurricular activities and she helps out at her local church as well as a youth leader. According to the Bureau of Labor Statistics 35-44 year old are most likely to volunteer Those higher education are most likely to volunteet and 46% of mother, with children under 18, donate their time and money to educational and youth service organizations Notes: According to the Bureau of Labor Statistics, United States Department of Labor http://www.bls.gov/news.release/volun.nr0.htm She’s a college educated 40 year who is devoted to her two children, 9 and 11. Karen is a member of the PTA and is highly involved in her children’s education & extra-curricular activities. She is also a youth-leader at the local community church. -Religious -> more likely to participate in education causes Stats: age, 35- to 44-year-olds were most likely to volunteer Individuals with higher levels of education engaged in volunteer activities at higher rates than did those with less education in 2014. In 2014, the main organization--the organization for which the volunteer worked the most hours during the year--was most frequently religious (33.3 percent of all volunteers), followed by educational or youth service related (25.1 percent) and social or community service organizations (14.4 percent). Among volunteers with children under age 18, 46.0 percent of mothers and 38.6 percent of fathers volunteered mainly for an educational or youth service organization, such as a school or scouting group. the main organization--the organization for which the volunteer worked the most hours during the year--was most frequently religious (33.3 percent of all volunteers), followed by educational or youth service related (25.1 percent)
- Social Media Strategy: -According to Pew Research, Facebook, Pinterest, and Instagram are the top social media for mothers. -B choosing these 3 to invest more time updating it would show better results to drive website traffic. -You can create shareable FB Content like infographics* photos/videos/ CALL TO ACTION (volunteer links/ signups for events) -Pinterest boards post on Facebook. -Instagram: update more postings 15 weeks ago
- Event: -Hosting an event at the the Thinkery, a children’s museum here in Austin, can invite new volunteers to get to know what BookSpring is all about. The event can can be marketed on Facebook and also allow volunteer’s children to attend and participate in the museums exhibits. Meet & Greet at the Thinkery -BookRaising at Menchies: -When people come to Menchies and bring a children’s book to donate they can receive 25% off of their final purchase
- Madison Website Revamp User-x More navigational- simplifying, remove scrolling, make more visually appealing organize - place digital assets & content in one place For instance, put luncheon and read-a-thon under an “events” tab Group programs → for instance, put in stages, maybe by age Branded-House Branded House vs. House of Brands Create a branded house → reinforce your brand, creating a house of brands is more difficult unless you are a firmly established brand For instance, changing Community of Readers to Engaged Readers by BookSpring