Girls Inc. campaign group project for JOUR-J 321 Principles of Public Relations. Team Girls Inc. - Group 12: Brinegar, Denta, Lee, Mack and Weimer. Spring 2012.

1. Group 12
Jessica, Katie, Lindsey,
Lilly, and Patrick
Of Monroe County

2. Mission Statement
Inspiring all girls to be strong, smart, and bold.

3. Situation Analysis
 Use the strength of Girls Inc’s many diverse programs to try and
appeal to several different groups of volunteers who are looking for
volunteer experience
 Implement social media strategies specific to the local chapters of Girls
Inc. rather than just the national platform
 Determine transportation solutions for how to get volunteers who are
on campus to the local chapter
 Discover which of Girls Inc’s national programs have the most
participation by the Monroe County branch and focus our efforts on
enhancing those programs
 Find a way to make part time volunteers into people who will come
back and continue volunteering more than once

4. SWOT Analysis

5. Research Plan
Concerned with public awareness of Girls Inc. –
especially in the Indiana University community
Google Docs survey – distributed via Facebook
and e-mail
Asked about demographics, the importance of
volunteering, male involvement, transportation,
and social media
45 respondents, most in the IU community

6. Survey Results –
Demographic Data
Survey Participants by Gender
Females
87%
Males
13%
Survey Participants by
Year in School
Freshmen
72%
Juniors
15%
Sophomore
11%
Seniors
2%

7. Survey Results -
how familiar are you with Girls Inc.?
24
On a scale of one to five,
11
4 4
2
30
25
20
15
10
5
0
1's 2's 3's 4's 5's
Number of Responses
Response Value (1-5)
32
44
32
10
7
1 3
50
40
30
20
10
0
Twitter Facebook Youtube Google+ LinkedIn Pinterest Tumblr
Number of users
What form (or forms) of social
media do you use?
25
20
15
10
5
0
On a scale of one to five,
how important do you think it
is to volunteer?
1's 2's 3's 4's 5's

8. Survey Results -
14
What prevents you from
24
2 1
30
25
20
15
10
5
0
Not Enough Time I am not aware of
Girls Inc
Do not have a
way to get there
Not enough
information
volunteering?
Most Intriguing Programs
Offered at Girls Inc.
Helping young girls
resist peer pressure- 47%
Preventing adolescent
pregnancy- 31%
Monitoring sports and
physical activity- 29%
Inspiring leadership and
community action- 27%
Project BOLD (safety at
home and online)- 27%

9. Campaign Plan
Overarching goal:
To increase the number of student volunteers at Girls Inc. of Monroe
County
Objective 1: To increase freshmen student volunteers
 Strategy
 Potential four years
 Word of mouth marketing
 Tactics- flyers and chalking
 Student Involvement Fair at the Indiana Memorial Union
 Martin Luther King “A Day On, Not a Day Off” Volunteer Day

10. Campaign Plan continued
Objective 2: To increase male student
volunteers
 Strategy
 End notion that male volunteers are not
needed
 Various Girls Inc. programs that could
benefit from male help
 Tactics
 Flyers in male-concentrated buildings
(HPER and SRSC)
 Female AND male coaching and
officiating volunteers welcome
 Male representative at Student Involvement
Fair booth

11. Campaign Plan continued
Objective 3: To increase “conversation” on social media networking sites
 Strategy
 Utilize availability and popularity of social media sites (research findings)
 Aim to appeal to a technologically savvy student population
 Get volunteers in conversation with each other
 Tactics
 Create Twitter account specifically for Monroe County chapter
 Highlight main events
 Make an effort to post status updates and tweet daily
 Facebook’s new timeline
 Pictures of past events

12. Timetable

13. Publics & Messages Chart

14. Facebook Initiative

15. Twitter Initiative
 Idea that Girls Inc. is a fun and trendy way to give back to the community
 Tweets should inform volunteers and potential volunteers about upcoming
ways to get involved
 Also should remind them why they should get involved
 For example:
 #IUstudentinvolvementfair this weekend! Be sure to check out
#girlsincmonroecounty and sign up to help a great cause!
 This weekend is MLK Jr day! Help make a difference by making your day OFF
a day ON at #girlsincmonroecounty
 Looking to build your resume AND help a great cause? Sign up to join
#girlsincmonroecounty we WANT YOUR support!

16. Evaluation
Volunteer Form
First Name:
Last Name:
Gender:
Age:
Address:
Email Address:
1st Time Volunteer?
How did you hear about Girls Inc.?
(Please select only one.)
• Flyer
• Facebook
• Twitter
• From a friend
• Campus event
• Other:
 Social media tracking
 Ongoing throughout campaign
 Track amount of new Facebook and
Twitter followers
 Track comments and re-tweets
 Evaluate increase in volunteer postings
and messages with the organization
 Volunteer Sign-in Sheet
 Track every volunteer
 Most important information: How did you
hear about Girls Inc.? Are you a first time
volunteer?
 In relation to age (student public)
 Evaluating success of tactics