3. GOAL
+ 20 Mentors by
December 2016
Goal Insight Promise MediaAudience CreativeBrand
4. AUDIENCE
Primary Target
• Non-white males aged 35-54
• Currently make up 25% of Central Illinois
• Married and have children
• Community and Family Focused
• Never mentored due to lack of
opportunities
Secondary Target
• Non-white males aged 25-34
• Not married and no children
• Still looking to impact the
community
• Never mentored due to time
commitment issues
Goal Insight Promise MediaAudience CreativeBrand
6. MEET MATT
Matt is a married community
member with two kids and he and
his wife enjoy tricker-treating and
school organizations.
He spends his Friday night home
with his children when he’s not
having guys night out at the park
playing ball.
Matt is extremely passionate about
the community and improving his
children’s environment in school
and around home.
Goal Insight Promise MediaAudience CreativeBrand
7. INSIGHT
Mentors are more prone to volunteer if the
organization has strong ties to their local community.
Goal Insight Promise MediaAudience CreativeBrand
8. PROMISE
Get involved with Big Brothers Big Sister to
positively impact your community.
Goal Insight Promise MediaAudience CreativeBrand
9. CREATIVE CONCEPT:
THE RIPPLE EFFECT
•We will show how this program goes
from the individual to the community
•Will use the ripple effect as a time
concept as well
•We will demonstrate the change a
child goes through to become a
better community contributor in BBBS
Goal Insight Promise MediaAudience CreativeBrand
11. COMMUNITY EVENTS
Urbana’s Market at the Square
• Weekly Booth
• May 2nd to November 7th
• Every Saturday from 7am
to 12pm
• 6ft by 16ft space
Champaign Farmer’s Market
• Booth
• May 5th to October 27th
• Community Tent
Urbana Sweet Corn Festival
• Booth
• Est. August 26 & 27
• 10ft by 10ft space
Other options
• Decatur Celebration
(&1,000)
• Tolono Public Library ($0)
21. MEDIA
Our campaign will run throughout the
whole year of 2016 with the majority of
the budget spend before September
2016.
The rest of our budget will be spent
during the holiday season before the
end of the year.
We will reach our target market at
community events and activities and
then drive them to our social media
campaign which will influence them to sign
up on the BBBS website.
Goal Insight Promise MediaAudience CreativeBrand
29. BRAND
Features Benefits
A role model for a
developing child
A friendship that lasts
a lifetime
Positive impact on a
child
Exposure to new
experiences
Teaching anger
management to a child
that needs it
Emotional impact on an
emotionally unstable
child
Increase education in a
community
Knowledge that you
impacted your
community
30. BRAND
Brand Values
• Committed
• Meaningful
• Impactful
Brand Assets
• Enviable Awareness
• Well-Understood Mission
• Great Reputation
• Purity of Purpose
Strengths
• Personable connection to Champaign
• Impact on lives is seen in stories
• Effective with limited resources
Weaknesses
• Lack of communication within the city
• Social media lacks brand voice and
values
• Limited use of community outlets
32. SURVEY QUOTES
• “Mentoring is a good way to help others in the community…”
• “I feel like I am making a positive impact.”
• “Mentorship is more important because relationships are the
key to building strong just and healthy communities”
• “Ryan decided to sign up to be a volunteer because he wanted
to get more involved in the community and have an impact on
a young person’s life.”
• “Big Brother Reid works for Heartland Bank and wanted to
be a Big Brother because he wants to make an impact”
33. COMPETITIVE ANALYSIS
Goals Research
Overview
Insight Promise Media
Boys & Girls Club Girl Scouts of America
Logo
Mission
To enable all young people to reach
their full potential as productive citizens
To build girls of courage, confidence,
and character; making the world better
Slogan Great Futures Start Here Do a GoodTurn Daily
Mentorship
Required to meet once a week
individually or as a group
Partner with Million Women Mentors
initiative
Advertising
Celebrity spokespeople and Alum
Mondays onTwitter
“The Best in Me” commercials and
“Camping Life Hacks”YouTube series
Audience Brand Competitive Creative
34. DIRECT COMPETITORS
The YMCA Boy Scouts of America
Logo
Mission
A place for everyone- you can find it all
right here
A program for boys to build character,
developing personal fitness
Slogan
ForYouth Development. For Healthy
Living. For Social Responsibility.
Do a GoodTurn Daily
Mentorship
600,000YVolunteers: sports, education,
raising funds and lending a hand
Partner with volunteers using scout out
and scout law
Advertising
Over 152 youtube videos focused on
YourY.Your Camera.Your Story.
“Build an Adventure” which focuses on
showing how to value each moment
35. INDIRECT COMPETITORS
• Best Buddies International
• Habitat For Humanity
• Catholic Charities
• Peace Corps
• Kiva
