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.
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
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
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