Anti-Bullying Campaign Proposal

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Campaign Proposal designed as part of course work for Senior Seminar in Public Relations (COMM483) at the University of Maryland.

Campaign proposal was to be designed around an anti-bullying theme. We were given the choice to select our own client (Prince George's County, MD) and publics and to devise a plan that would best suit our client.

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Anti-Bullying Campaign Proposal

  1. 1.  Agency Overview: M.S.V.S. Public Relations, founded in 2012, is an upstart agency dedicated to providing its clients with fresh, cutting-edge ideas. M.S.V.S. offers a comprehensive menu of media and public relations services and uses an effective, tenacious approach to service its client’s needs in delivering valuable media coverage on their behalf.
  2. 2. MEET THE TEAM Kyle Slye-CEO: Research and Organization  Parker Minturn-CMO: Campaign Planning  Luis Vargas-CFO: Event Coordination and Budget  Kris Sanchez-COO: Evaluation officer and Structurer of campaign 
  3. 3. AGENDA
  4. 4. STRENGTHS & WEAKNESSES •people are aware of issue •lots of existing research •clear goal(s) •spokespeople •Won’t end bullying •Widespread issue •Lack of control of the internet •People may be ashamed to experiencing bullying
  5. 5. OPPORTUNITIES & THREATS •Promotions •School Programs •In mainstream culture: Bully (2011) documentary •Plenty of Celebrity Advocates against bullying (Lady Gaga, Justine Beiber, DemiLovato) •Lack of internet rules and regulations (impossible to control) •Lack of urgency on the subject •School budgets result in discontinued projects •Parents neglect could prevent them from dealing with the issue
  6. 6. RESEARCH Primary Secondary Focus Group  8 students from 11-14 years of age  Students from PG County  Inquired about their experience with bullying   Parent’s perspectives on bullying  Pretest-posttest studies on bullying  Different stages of bullying
  7. 7. FOCUS GROUP QUESTIONS        During this school year how often have you seen someone being bullied? At school? Have you ever been bullied? If so, how were you bullied? How many times in the past year (the last 12 months) have you pushed, shoved, slapped, hit, or kicked someone on school property? Have you talked to anyone about being bullied? Do you use any social media, such as Facebook or Twitter? Have you received any or wrote any negative comments on someone’s profile?
  8. 8. PUBLICS Primary: 11-14-year-olds (6th-8th grade) in P.G. County  Secondary: Parents, Teachers and Education Professionals  Intervening Publics: Members of the local mediaradio stations, newspapers, local news stations 
  9. 9. GOAL  Raise awareness among children, teens, parents and others of the issue of youth bullying.
  10. 10. OBJECTIVES     Obj 1: Release three PSA videos within the first three months of the campaign launch to inform target publics of the issue of youth bullying and what they can do to help stop it. Obj 2: Distribute two press releases per month during the campaign to alert intervening public of campaign events. Obj 3: Establish social media presence on two social media platforms before implementation of campaign. Obj 4: Visit 20 middle schools in P.G. County during the campaign to connect with publics, generate interest in campaign and raise awareness for the issue
  11. 11. STRATEGIES Partner with two established local organizations to broaden reach of campaign  Generate a buzz for campaign through social media and other press materials  Put a trusted face on the anti-bullying campaign to connect with target publics and to draw attention to issue and campaign  Foster participation from publics through sponsored events at P.G. County middle schools 
  12. 12. IMPLEMENTATION/TACTICS Partner with YMCA and Boys and Girls Club  Facebook page  Twitter account  Spokesperson: Kevin Durant  Anti-Bullying Events  “Durant Day”  Sneaker Release 
  13. 13. YMCA & BOYS & GIRLS CLUB Create alliances with organizations within the communities of PG County  Use venue to educate public on the consequences of bullying and how to take a stand against it  Broadens reach of campaign 
  14. 14. FACEBOOK PAGE Page used to post school videos  Used as a forum for parents to discuss the issue with parents  Educate publics on the effects of bullying and bullying prevention 
  15. 15. TWITTER PAGE  Hashtag campaign  #Strikeitdown
  16. 16. ANTI-BULLYING EVENTS-TACTICS  Anti-Bullying Events Held at schools, YMCAs and Boys and Girls Clubs  Anti-Bullying Presentation  Games  Knock-out, dodge ball, etc.  Positive reinforcement   Material distribution Information about “Durant Day” video contest  “Strike It Down” campaign facts 
  17. 17. SPOKESPERSON-KEVIN DURANT Hometown Hero  Prominent Sports Athlete  Brings plenty of attention to the campaign 
  18. 18. DURANT DAY • Students at P.G. County middle schools create their own “Anti-Bullying” videos • • With help of parents or teachers, post videos to “Strike It Down” Facebook page Contest winner’s school will host Kevin Durant for the day Screening of “Thunderstruck” • Apparel giveaway • Students at school automatically entered in raffle to win a custom-designed pair of Durant’s signature shoe •
  19. 19. KD V “STRIKE IT DOWN” SNEAKER Use Kevin Durant’s sneaker line to raise funds for anti-bullying causes  Raise hype of Twitter and KD’s account  Sell exclusive sneakers only in Prince George’s County stores  Raise awareness on “sneakerhead” blogospheres by sending exclusive photos 
  20. 20. PROTOTYPE PHOTOS
  21. 21. TIMELINE 2013-2014
  22. 22. TIMELINE 2014-2015
  23. 23. EVALUATION-PLANNING Was research collected sufficient?  Was the timeline realistic?  Did we appropriately anticipate interest in events? 
  24. 24. EVALUATION-IMPLEMENTATION Did events run smoothly?  Did partnerships work in our favor?  Was there enough media outreach? 
  25. 25. EVALUATION-IMPACT Were objectives met?  Did social media presence increase after it was established? 
  26. 26. WHY US?
  27. 27. Q&A

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