Innate PR - New Business Pitch

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This presentation was given to Robert Quezada of the Boy Scouts of America, Inland Empire Council. As part of a public relations management course, my team of six students was asked to respond to BSA's need for community engagement and scout troop leads. After some alterations to our campaign, we carried out the plan in the fall of 2010. A separate slideshow explains our success here: http://slidesha.re/iKUDHY.

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  • Innate PR - New Business Pitch

    1. 1. Innate Public Relations fulfills Orange County's public relations needs<br /> through organic, results-oriented communications plans, <br />with a vision to create a stronger <br />and healthier community.<br />1<br />
    2. 2. Public Relations Proposal<br />Presented by Innate Public Relations<br />Presented to Mr. Quezada<br />Marketing Chair, California Inland Empire Council<br />Boy Scouts of America<br />2<br />
    3. 3. The Boy Scouts are…<br /> ….ready to grow as part of the Hispanic community of Southern California.<br />“For regions like the Inland area, the Latino outreach is a matter of survival.” – David Olson The Press Enterprise March 2010<br />3<br />
    4. 4. “…many Latino parents speak little or no English, and few Scout employees speak Spanish.” – Joseph Daniszewski, CEO of California Inland Empire Council, The Press Enterprise March 2010<br />4<br />
    5. 5. The BSA has asked for…<br />Increased public awareness of Boy Scouts of America, particularly in Hispanic communities. <br />Recruit males ages seven to 11 to the Cub Scout program.<br />Promote the 100th Anniversary of BSA.<br />5<br />
    6. 6. Innate Public Relations will:<br />Increase number of Boy Scout members in the Inland Empire by 15%<br />Increase number of Hispanic Boy Scout members in the Inland Empire by 15%<br />Increase membership ages seven to 11<br />Celebrate the BSA 100th Anniversary<br />6<br />
    7. 7. BSA Strengths<br />100 years of established credibility in U.S. culture<br />Strong understanding of branding<br />BSA Handbook translated into Spanish helps CIEC<br />Scoutreach program subsidizes low-income members<br />7<br />
    8. 8. BSA Weaknesses<br />Lack of bilingual staff members and volunteers<br />Lack of translated online materials available in Spanish<br />8<br />
    9. 9. BSA Opportunities<br />Existing media relations<br />Strong connection to religious institutions<br />Increasing Hispanic population in Inland Empire<br />60% of public school students are Hispanic/Latino in the Inland Empire<br />9<br />
    10. 10. BSA Threats<br />Competition from modern distractions<br />Negative press associated with recruitment standards<br />Competition from other youth programs<br />4H YMCA AYSO<br />AFTER-SCHOOL SPORTS<br />10<br />
    11. 11. Demographics<br />An estimated 4.1 million people live in the Inland Empire<br />43% of those are Hispanic<br />60% of public school children in Inland Empire are Hispanic<br />20% of Scouts identify themselves as Hispanic<br />11<br />
    12. 12. Psychographics<br />Key observations:<br />78% of Inland Empire residents identify themselves as Christians<br />Approximately 14% of homes are headed by a female.<br />12<br />
    13. 13. Situation Analysis and Core Problem<br />Fiscal resources have been invested in marketing and advertising, according to an article by the Press-Enterprise. <br />Public relations may be a more cost-effective option to reach BSA’s goals.<br />BSA-CIEC is facing less than ideal membership enrollment, due in part, to a lack of engagement with Hispanic communities<br />13<br />
    14. 14. Objective 1: Membership<br />Increase overall Scout membership in Inland Empire by 15% before Feb. 28, 2011.<br />This will improve the organization’s diversity, build a stronger community and reach the goal of increasing awareness for BSA. <br />14<br />
    15. 15. Objective 1: Membership<br />Key Public: Parents of boys ages seven to 11 outside of BSA <br />15<br />
    16. 16. 16<br />
    17. 17. 17<br />
    18. 18. Objective 1: Membership<br />Media Relations<br />18<br />
    19. 19. Objective 1: Membership<br />STORY IDEAS:<br />Profile story on a Scout’s growth through BSA<br />Back to Den Night<br />Post-Scout for Scouts Campaign <br />Profiles number of Scouts recruited and the success of the campaign<br />19<br />
    20. 20. Objective 1: Membership<br />Online Media – Why?<br />Before deciding whether to purchase recommended products or services, more than four-out-of-five consumers (81%) will go online to verify those recommendations.<br />-Cone Inc. Online Influence Trend Tracker<br />20<br />
    21. 21. Objective 1: Membership<br />Facebook Vanity URL (facebook.com/bsaciec)<br />Facebook landing tab highlighting Back to Den Night and Scout for Scouts<br />Twitter page (twitter.com/bsaciec)<br />21<br />
    22. 22. 22<br />
    23. 23. Utilize #scout4scouts hash tag on Twitter so that current parents can tweet about their child’s experience, while reaching new potential Scout parents.<br />23<br />
    24. 24. Objective 1: Membership<br />Tactics:<br />Re-vamp website to include Scout for Scouts and Back to Den Night logos<br />Announce Back to Den Night through Monday Memo. E-mail will have a “share” button that allows users to e-mail to friends or send the memo as a link.<br />24<br />
    25. 25. Objective 2: Diversity<br />25<br />
    26. 26. Objective 2: Diversity<br />Increase the number of Hispanic scouts in Inland Empire by 15% before Feb. 28, 2011. <br />As population of Hispanics in the Inland Empire remains high, BSA must appeal to this growing audience in order to maintain its membership numbers.<br />26<br />
    27. 27. Objective 2: Diversity<br />Eliminate the language barrier between BSA and potential scout parents<br />27<br />
    28. 28. Objective 2: Diversity<br />Translate all website material into Spanish. <br />Create easy-access link for Spanish website<br />Translate Monday Memos into Spanish for parents <br />28<br />
    29. 29. 29<br />
    30. 30. Objective 2: Diversity<br />Make announcement at Back to Den Night that bilingual volunteers are needed.<br />Communicate the need for bilingual volunteers through Monday Memo.<br />30<br />
    31. 31. Objective 2: Diversity<br />Strategy:<br />Target potential bilingual volunteers through websites and message boards<br />Post query on Volunteermatch.com<br />31<br />
    32. 32. Itemized Budget<br />Estimated Cost to <br />Boy Scouts of America:<br />$525<br />35 hours X $15/hour<br />Labor is the only cost.<br />32<br />
    33. 33. Evaluation<br />IPR will observe:<br /><ul><li> Increased number of Scouts
    34. 34. Increased event attendance
    35. 35. Pre- and post event surveys
    36. 36. Volunteer count
    37. 37. Increases in media impressions
    38. 38. Facebook interactions
    39. 39. Website analytics</li></ul>33<br />
    40. 40. Reporting procedures<br />Weekly IPR team meetings<br />Weekly status reports between Executive Director and client via phone<br />Report will outline evaluation of campaign success<br />Ongoing e-mail communication with client<br />34<br />
    41. 41. Why we’re right for the BSA<br />35<br /><ul><li>Fully understand the needs of BSA
    42. 42. Research to understand demographics and our publics
    43. 43. Word-of-mouth and social media campaigns are backed by research
    44. 44. Provide a welcoming environment for all communities</li></li></ul><li>Thank you sincerely from<br />Innate Public Relations for the opportunity to serve the <br />Boy Scouts!<br />36<br />

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