Building Our Future A Communications Initiative to Increase Awareness and Exposure for The Frank Callen Boys and Girls Club of America.

PROJECT OVERVIEW

The Building Our Future communications initiative will offer insight into the benefits of a child attending the Frank Callen Boys and Girls Club of America. Foundations will be offered to increase awareness and expose the perks of attending this children’s community center.

Introduction

The primary purpose of this communications initiative is to bring awareness to the beneficial services and opportunities offered to children at the Frank Callen Boys and Girls Club. The target audience for this campaign are parents, donors, and the Savannah, Georgia community. Within this campaign, the initial focus is to expose the multiple educational and social learning opportunities for children, so that individuals are properly informed on all that is offered at the Frank Callen Boys and Girls Club. This is the initial focus of this communications campaign because some individuals of the Savannah community are unaware of the services the children of this community can be given.By connecting with the Frank Callen Boys and Girls Club as well as the community, researchers will gain insight into why there is a limited usage of these learning opportunities.

Karina Morris, a program director, and Shai-Luv McDowell, a local mentor, of the Frank Callen Boys and Girls Club relinquished insightful information in a client initial interview. Within these interviews, the question of what do they believe is the reasoning behind the lack of exposure to their programs and services arose. Each interviewee expressed their answers, thoughts, and concerns. The first interview was with Karina Morris.

“I honestly believe that the area we’re in has something to do with the lack of exposure. Because we’re in a rural area, people on the outside Flowers 3 are less open to what we have to offer” says Morris. Morris goes on to say how she loves her job and that have a lot to offer. Morris wished people would take advantage of these resources for their children. Within the second interview with the mentor, Shai-Luv McDowell, she shared a few words.

“We have potential... We just have to get the word out there! Commercials, video, flyers…. All of these things will help promote the club and what we can give to the kids of this community”. McDowell goes on to say she believes that expanding their media horizon can increase awareness and more kids would participate in their learning programs. This campaign will help reach out to those individuals that have the wrong perception of this community children’s center and to those who are just simply uninformed.

Obtaining a relationship with the Frank Callen Boys and Girls Club will further assist in the development of a strategic communications campaign that will affect children, parents, donors, individuals of the community as well as the Frank Callen Boys and Girls Club. In regard to the research conducted within the community and the Frank Callen Boys and Girls Club, an effective and strategic public relations campaign will be implemented. In order to construct solid goals and objectives, primary and secondary researched will be used.

510 East Charlton Street, Savannah, GA.
Background RESEARCH

Secondary Research

Through secondary research, one was able to gain further information. According to Youth.gov, community centers, such as the Frank Callen Boys and Girls Club, bring a wide range of benefits to the youth, families and the communities. It has been proven that community centers that host after-school programs, can improve academic performances, decrease risky behavior, improve physical health, and serves as a safe environment for the kids (Family and Youth Services Bureau, 2015). A nationwide evaluation was conducted and it was found that over 40 percent of students attending community center programs and character development programs improved their reading and math skills (Family and Youth Services Bureau, 2015). The Frank Callen Boys and Girls Club, along with all the other Boys and Girls Clubs of America, host after-school programs that can improve classroom behavior and social development with their peers (BGC Savannah, 2014). It has also been proven that a child’s involvement in after-school program at a community center has been linked to a decrease in drug use and criminal-like behavior (Kaylen & Pridemore, 2011).

Parents and guardians also benefit from the services and programs led by community clubs such as the Frank Callen Boys and Girls Club. They are settled in peace knowing their child is in a safe place while they’re at work and they are also at peace knowing that club fees are extremely affordable (United Way, 2006). The target for this initiative are parents, guardians, and donors. Frank Callen Boys and Girls Club needs to reflect the many, diverse opportunities it has to offer. It’s important to find ways to grasp the attention of the specific target audience.

As further research was conducted, reasons of why parents wouldn’t let their child participate in a community center arose. According to the Classroom Synonym, stress is a reason why a parent wouldn’t let their child attend a community club or center such as the Frank Callen Boys and Girls Club. Community clubs offer many extracurricular activities (Kaylen & Pridemore, 2011). Some parents feel that balancing school work along with extracurricular activities can be stressful for some students. In most cases, these parents feel that these extracurricular activities will take up valuable time that could be used for studying. Also, it was stated that parents endure the same extent of stress trying to cater to the needs of their child’s extracurricular activities (Kaylen & Pridemore, 2011).

According to the Classroom Synonym, club fees is another reason why parents are hesitant to their child attend a community center such as the Frank Callen Boys and Girls Club. In most cases, when you apply to attend most clubs or center, there is a registration fees, field trip expenses, and sometimes parents are required parents to purchase expensive equipment and uniforms for the extracurricular activities and programs (BEREA, 2015). Get the Right School states that After-school clubs can be perfect for employed parents, but they could have a few drawbacks which include the club hours not adjustable to the parent’s work hours or holiday breaks (Family and Youth Services Bureau, 2015). Another drawback was that some parents feel the activities given are fun rather than educational (Family and Youth Services Bureau, 2015). Last but not least, some parents or community donors feel as if the location of the community club or center is not a safe environment for a child to be placed in (Family and Youth Services Bureau, 2015).

While receiving in-depth information on the Frank Callen Boys and Girls Club, parental information, and statistics, it was easier to understand the organization and the possible issues that could prevent more children attending the Frank Callen Boys and Girls Club. To further explore, I conducted primary research to further explain how the Frank Callen Boys and Girls Club can expose their services and beneficial programs.

METHODOLOGY

The purpose of this research was to explore probe the audience's issues regarding the Frank Callen Boys and Girls Club located in Savannah, Ga. A survey was administered electronically through Google forms. This survey was a non-random, snowball survey. It was used to best identify potential subjects in studies where subjects are hard to locate. The only special qualification needed in order to be a participant in this research survey was to be a donor, parent/guardian, or an adult in the community of Savannah. Also, participants were required to agree to the terms and conditions of the research survey upon completion. Participants were required to complete the survey to the best of their abilities.

Sample Selection

In order to suitably assess the retrieved data, 25 participants were surveyed. Within the survey, questions in reference to children, education, programs, services, and benefits were asked. Also, the survey was an open a window for suggestions in regard to a solution to expose and increase awareness for the Frank Callen Boys and Girls Club. Other questions were asked that could potentially contribute to this research. The survey was administered to both adult males and females, 18 and older, in random form.

Procedure

The surveys were given in the Savannah community beginning at 510 East Charlton Street, where the Frank Callen Boys and Girls Club is located. Going from door to door within the community, and entering businesses was the strategy to approach these potential participants. The survey became available Wednesday, February 15, 2017 starting at 4:30 pm until Friday, February 17, 2017 at 7:00 pm. The objective was to have all 25 surveys completed by Friday, February 17, 2017 at 7:00 pm. An Apple IPad was provided in order to assist participants in successfully completing the electronic survey used in Google Forms.

Ethical Considerations

At the top of the electronic survey, the terms and conditions were stated so that the participants are aware of their rights. They were also informed on the purpose of this research study and how the survey will be used for research purposes, solely.

Data Analysis Strategy

Retrieved data was collected using Google Forms excel sheet. The excel sheet was used to analyze and assess retrieved data.

Findings

When studying the factors that could lead to the Frank Callen Boys and Girls Club having issues increasing awareness and exposure, several different elements were located within the survey. This survey was created to better understand this subject. Participants were asked specific questions about their knowledge, understanding, likes and dislike when it comes to the Frank Callen Boys and Girls Club. Through the process of examining the data collected, research proved some things. Roughly, two-thirds of the survey participants were parents, guardians, or donors of the Frank Callen Boys and Girls Club at 66.7%. This portion of the participants were able to respond to the survey from personal experience through their interactions.

When it came to demographics, as far as ethnicity, African Americans were the majority by 70%. The Caucasian group of participants were at 12%, Hispanics were at 16%, and Native Americans at 2% in the survey.

One of the more insightful questions asked was “which program would you like to see your child or a group of children participate in?” The majority of the survey participants expressed that they would want to see children affiliated in sports, fitness, and recreational activities at the Frank Callen Boys and Girls Club, at 29.2%. When asked why, they stated the importance of children staying fit and active after school and during school breaks. 25% felt that an improved Education and Career Enhancement program could increase exposure and increase membership. 16.7% felt that the Character and Leadership Development programs was most important and could benefit the children of the Frank Callen Boys and Girls Club the best.

Of the survey participants, 12.5% upheld Health and Life skills as the programs they wanted to see children at this center involved in 8.3% said none of the offered programs by this community center could benefit the kids, 4.2% stated the Arts program was the most significant program and 4.2% also said that other programs could benefit the club, exposure and the children but they failed to states these particular programs.

Other areas that were addressed within the survey was whether or not they would suggest a child attending the Frank Callen Boys and Girls Club. 66.7% said yes and 33% said no due to reasons such as affordability and safety. Over half of these parents, guardians or donors were aware of the programs and services offered at this community center whereas, 28% wasn’t and 16% was unsure. When it came to the major concerns of a child attending the Frank Callen Boys and Girls Club, a number of concerns were located. Things such as there’s not enough physical activities, there’s not a vast amount of programs and services, there’s not enough recreational activities, there’s not a diversity of kids, and security/safety were expressed.

When it came down to social media and its usage by the Frank Callen Boys and Girls Club 60% said they followed at least one of their social media accounts and 40% said they didn’t follow any social media outlets. A platform for suggestions on how to increase awareness and exposure for eh the Frank Callen Boys and Girls Club was offered. Most of the participants were stating how social media, flyers, banners, free membership trial periods, and more involvement in the community could help with this issue. All the operational hours were mentioned and most of the participants feel as if 7:00 pm is a decent time for them to close during the weekdays due to the parents’ works schedule and traffic jams. One major issue that stood out was commercialism and television promotion.

The question “How often do you see a social media post about the Frank Callen Boys and Girls Club?” was instated within the survey. 81% stated that they have never seen a social media post from the Frank Callen Boys and Girls Club and 16% does not remember. This is a major problem. Social media engagement will allow the Frank Callen Boys and Girls Club to build its customer base and exposure by taking their message directly to the target audience. It will allow them to inform the public about your company’s existence, educate and build their brand identity.

Sports/Fitness/Recreation
PLANNING

Campaign Goal

The overall goal of this campaign is to explore the audience's level of awareness and exposure for the Frank Callen Boys and Girls Club along with their programs and services. Now with awareness being brought these issues, a strategic plan will be implemented to increase awareness and exposure for the Frank Callen Boys and Girls Club.

Campaign Objectives

Objective 1: To increase awareness of Frank Callen Boys and Girls Club among parents and guardians by 20% by March 28, 2017.

  1. Door hangers, post cards, and a web advertisement were distributed.
  2. By posting posters within the community.
  3. Create, design, and distribute campaign T-Shirts.
  4. Flashing web advertisement on Facebook to the target audience.

Objective 2: To increase awareness through an oral presentation and speech by March 29th, 2017 .

  1. Present a PowerPoint Presentation to the target audience at Parent Night at the Frank Callen Boys and Girls Club.
  2. Give a persuasive speech to the target audience.

Objective 3: To increase social media exposure of the Boys and Girls Club among parents and students by 20% by mid-March. Facebook needs 100 likes on a social media post.

Target Audience: Parents and guardians of Savannah, Georgia.

Stakeholders: Children between the ages 5 and 13.

Key Messages:

  • The Frank Callen Boys and Girls Club helps the youth reach their full potential as productive, caring, responsible citizens.
  • The Frank Callen Boys and Girls Club helps put young people on the path to great futures.

Key Themes:

  1. An organization that provides a world-class Club Experience.
  2. An organization that assures success is within reach of every young person who enters their doors.
  3. An organization that demonstrates good character and citizenship.

Channels and Strategies:

  1. Media Channels ( Social Media Post: Facebook)
  2. Non Media Channels (Poster, Door Hangers, Post Cards, T-Shirt)
  3. Interactive Media Channels (Web Advertisement, PowerPoint Presentation, and Speech)

Campaign Timeline:

Campaign Budget

" Here's a small video clip of a portion of the implementation process. "

Campaign T-Shirts

Posters

Deliverable #2

Door Hangers

Deliverable #3

Post Cards

Deliverable #4
Deliverable #5

Web Advertisement

Deliverable #6

Informational PowerPoint Presentation

Social Media Post on Facebook

Deliverable #8

Social Media Post Results- Likes: 32; Shares: 3; Posted 6 times

IMPLEMENTATION
Campaign Evaluation

Campaign Goal

The overall the goal of this campaign was to increase awareness and exposure for the Frank Callen Boys and Girls Club along with their programs and services. Now with awareness being brought these issues, a strategic plan was implemented to increase awareness and exposure for the Frank Callen Boys and Girls Club.

Campaign Objectives

Objective 1: To increase awareness of Frank Callen Boys and Girls Club among parents and guardians by 20% by March 28, 2017.

  1. Door hangers, post cards, and a web advertisement were distributed.
  2. Posters within the community.
  3. Create, design, and distribute campaign T-Shirts.
  4. Flashing web advertisement on Facebook to the target audience.

Objective 2: To increase awareness through an oral presentation and speech by March 29th, 2017 .

  1. Present a PowerPoint Presentation to the target audience at Parent Night at the Frank Callen Boys and Girls Club.
  2. Give a persuasive speech to the target audience.

Objective 3: To increase social media exposure of the Boys and Girls Club among parents and students by 20% by mid-March. Facebook needs 100 likes on a social media post. Instagram needs 50 by the end of this campaign.

Implementation

Within the Building Our Future campaign initiative, six deliverables were implemented in this process.

  • Posters: The posters were used to entice the target audience into signing up their child or relative into the Frank Callen Boys and Girls Club. The information on the poster was clear and straight forward. 10 posters were hung on local businesses and trees around 510 East Charlton Street of Savannah, Ga (As show in the Implementation video clip above).
  • Door Hangers: The door hangers were used to be eye-catching, easily seen and informative. Between 20-25 door hangers were hung on the doors of surrounding home near the Frank Callen Boys and Girls Club on Charlton Street and the downtown Savannah area. (As sen in the implementation video above.)
  • Post Cards: The purpose of the postcards were to send a strategic message about the Frank Callen Boys and Girls Club and increasing their awareness of how their programs and services can build their child's future. Multiple post cards were put on the vehicles downtown Savannah. (As seen in the implementation video.)
  • Web Advertisement: web advertisement are used to deliver a promotional marketing messages to parents in Savannah, Ga. This web ad was broadcast-ed on Facebook.
  • Social Media Post on Facebook: Facebook was used as my only social media platforms to engage distribute information, and increase awareness with the target audience.

Evaluation Methodology

After implementation, another survey was administered electronically through Google forms. This survey was also a non-random, snowball survey. It was used to best identify the effectiveness of this campaign. Twenty participants were surveyed again. The evaluation survey was given in a one miles radius 510 East Charlton Street, where the Frank Callen Boys and Girls Club is located. 40% of the participants were parents or guardians of the Frank Callen Boys and Girls Club.

When it came to demographics African Americans stood the highest at 81%. The Caucasian group of participants were at 5%, Hispanics were at 12%, and Native Americans were at 2%.

Findings

Before-and-After Comparison Chart

Conclusion

In efforts to increase awareness and exposure for The Frank Callen Boys and Girls Club of America, the Building Our Future campaign initiative just an evaluation. The issue was not enough people were aware of the programs and services offered to children at the Frank Callen Boys and Girls Club. This campaign was initiated to prove that the club offers services and opportunities beyond child care. Also, the Frank Callen Boys and Girls Club wanted to draw in children and parents from all walks of life and not from just one specific area. Gender was unknowingly left out of the first survey, but was answered in the second survey. According to the evaluation findings, overall, there was a improvement of (+17).

Ultimately, I strived to increase the awareness, exposure, and image of the Frank Callen Boys and Girls Club. Although some areas declined, majority of the areas improved and increased. Awareness and exposure of the Frank Callen Boys and Girls Club elevated and increased for a partial campaign. This was overall an evaluation of what could have been a full campaign.

Formative Evaluation

There were a few limitations in regards to the campaign process. Funding was limited throughout this campaign, which affected the distribution amount for the deliverables. At times, my class schedule, conflicted with the time dedicated to campaigning. Poor time management resulted in lack of preparation. Also, transportation was an issue at times through the implementation process but overall, I made it work.

Summative Evaluation

Created By
Alexis Flowers
Appreciate

Credits:

Credit to Savannah State University

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