Big Brothers, Big Sisters of AmericaSituation Analysis

Amanda Crowe, Trent Miller, Laci Moore, Kristyn Schwiep

BackgroundBig Brothers, Big Sisters is a donor and volunteer-supported youth mentoring organization. The organization offers one-to-one mentoring relationships with at-risk youth ages 6-18. BBBS sets up big and little relationships. A big volunteers their time to participate in activities with an at-risk child known as a little.

BBBS’s mission is to offer children confronting hardship with strong, lasting and professionally supported personal relationships (Big Brothers Big Sisters 2013, Para. 3).

The organization meets its goals by getting donors, partners and advocates involved in its cause. Donors and partners contribute financial support for recruiting volunteers as well as creating and supporting matches between bigs and littles (Big Brothers Big Sisters 2013, Para. 5).

BBBS is an international organization. It has chapters in the following locations: United States, Russia, New Zealand, Netherlands, Israel, Ireland, Germany, Canada, Bulgaria, Bermuda, Austria and Australia (Big Brothers Big Sisters International).

BBBS is the world’s largest mentoring program and a nonprofit organization. They help over 270 thousand children around the world (Big Brothers Big Sisters International, Para.1).

Client HistoryIn 1903, a 23-year-old businessman witnessed a young boy in Cincinnati, Ohio rummaging through a trashcan looking for food with his dog. Taken aback by the scene, the businessman introduced himself as Irvin Westheimer and provided a meal for the boy. Westheimer learned that the boy’s name was Tom and that he was one of five children in a single parent home. When meeting Tom’s mother, Westheimer asked permission to take the boy on various outings to act as a getaway from the impoverished state of his family. Tom’s mom approved and he became a mentor for the boy. Years later, Westheimer founded the Big Brother Association of Cincinnati (Big Brothers Big Sisters, 2013).

During the same time in 1904, Ernest Coulter began his own journey of fostering adult-youth relationships with those who came through the court system. Appalled by the number of children that appeared before the court each year, Coulter approached the men’s club at Central Presbyterian Church and told them about a young boy who was sentenced 18 months for a minor offense. "There is only one way to save that youngster," began Coulter, "and that is to have some earnest, true man volunteer to be his big brother, look after him, help him to do right…"(Big Brothers Big Sisters, 2013). Following that meeting, 40 men registered to become mentors for various boys in the court system. With that, he had his first group of Big Brothers. The program rapidly spread throughout the city and in 1909, the first BBBS’ agency in the nation, Big Brothers of New York, Inc. was founded.

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Big Sisters developed into its own organization at the same time as Big Brothers. The Ladies Charity of New York was the first program whose goal was to mentor young girls. Mrs. John O’Keffe was the first big sister who founded the organization. Her earliest volunteers were wives of influential businessmen and civic leaders in Manhattan (Big Brothers Big Sisters, 2013).

Planning for the first national Big Brothers and Big Sisters organization began in 1914. There was tremendous growth in various cities, including New York, Boston, Philadelphia, Cleveland, Cincinnati and Milwaukee. Westheimer and Coulter were influential in the movement for collaboration between the different agencies. The first federation got under way in 1921, but it was short lived. During the Great Depression, the federation dissolved and would not emerge again until the 1950s. In 1958 the United States Congress officially chartered a new Big Brothers of America. Then, in 1970, Big Sisters International was chartered. These two organizations merged in 1977 to form Big Brothers Big Sisters of America, establishing the national headquarters in Philadelphia. By 1994, the BBBSA federation had matched 75 thousand children from single-parent homes with caring adult volunteers through more than 500 agencies in all 50 states (Big Brothers Big Sisters, 2013).

Organizational CultureBBBS was originally founded by a young court clerk named Ernest Coulter, who was troubled by the increasing number boys he saw coming through his court. He believed having an adult who cared would help keep a lot of these children out of trouble. He founded Big Brothers to help children. In 1977, Big Brothers joined Big Sisters International, a group mentoring young women, to become Big Brothers Big Sisters of America.

The mission of BBBS is essentially the same as it was upon founding. Their mission is to mentor children to allow them to reach their full potential and keep them out of trouble (Big Brother Big Sisters starting something, 2013, Para. 1-5).

Vision: “All children achieve success in life.”

Mission: “Provide children facing adversity with strong and enduring, professionally supported one-to-one relationships that change their lives for the better, forever.”

Accountability Statement: “We partner with parents/guardians, volunteers and others in the community and hold ourselves accountable for each child in our program achieving: higher aspirations, greater confidence and better relationships, avoidance of risky behaviors and educational success” (Big Brothers Big Sisters changing, 2013, Para. 2,3,4).

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CommunicationBBBS uses different platforms to communicate with their various audiences, including:

WebsiteThe website gives information on how to volunteer, sign a child up for the program and donate money. The website also provides further information on how the organization began, operating procedures, organization partners and the programs that the organization offers.

FacebookBBBS has a Facebook page, http://www.facebook.com/BigBrothersBigSisters. The page currently has 54,572 likes, and there are 737 people talking about their organization on Facebook. BBBS regularly posts information regarding what the organization is currently doing and planning to do in the future. Those involved in the organization can stay up-to-date with current events.

TwitterBBBS has a Twitter account, http://twitter.com/BBBSA. The organization currently has 8,028 followers, and it uses the social media platform as a way to interact with current participants. The organization quickly responds to those who are tweeting to the account or about BBBS.

YouTubeBig Brothers, Big Sisters has a YouTube account, http://www.youtube.com/BBBSofAmerica. It has real life stories and advocate testimonials.

MediaThe organization is viewed in a positive way by the media because it is the nation’s largest donor based organization. BBBS regularly send out press releases in order to promote communication about the organization in the media. BBBS promotes media coverage about the organization on the home page of its website. The news coverage of BBBS gives an overview of the following: what the organization is currently doing, what it plans to do, the changes that will be happening and the success of the organization.

Key PublicsBBBS key audiences include donors, partners, family members, advocates, at-risk kids and mentors. The internal publics of the organization include the president, CEO, employees and volunteers.

CompetitorsBoys and Girls Clubs of America

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BBBS is in direct competition with the Boys and Girls Clubs of America. The mission of BGCA is to enable all young people, especially those in need, to reach their full potential as productive, caring, responsible citizens (Our Mission, 2013).

BGCA tries to reach and maintain contact with the following audiences: possible contributors, current contributors, current participants in the program and future possible participants.

Boys and Girls Clubs of America uses several platforms to reach their audiences. BGCA has a website, www.bgca.org, which explains its goals, what it does and what it wants to in the future. The website also names the organization’s partners and its news and events. BGCA has a newsletter via email that can be signed up for on its website. Boys and Girls Clubs of America have a Facebook page, and it has 79,345 likes and 807 people are talking about the organization on the site. BGCA has a Twitter account, and it has 15,099 followers. BGCA also has a YouTube account with a variety of videos.

Operating EnvironmentBBBS is considered to be in the social assistance industry. Examples of other companies given this designation include Goodwill Industries International, Inc.; The Salvation Army; the American Cancer Society, Inc. and The Nature Conservancy (Social Assistance, 2013).

PoliticalNonprofits receive financial aid from the government. In addition to this, organizations have begun political action committees that support pro-charity political candidates. One such PAC is CForward, which raises money for candidates backing a nonprofit agenda. It seems many don’t believe politicians focus enough on the positive economic impact of the nonprofit sector (Harris, 2012, Para. 4-5). The nonprofits that are a part of these PACs have a clear advantage in gaining governmental aid over those who are not.

Another political issue facing nonprofits is the possibility of limiting tax deductions to raise government revenue, eliminating a reason for people to donate. Congress and White House officials have both discussed the possibility of limiting these deductions (Welsh, 2012, Para. 1).

EconomicA poor economy always limits consumers’ expendable-income. Donations are a likely place where families cut back when needing to save money. This economy is no exception. In 2007, right before the recession, record charitable donations were recorded in the US. Since then, donations dropped in both 2008 and 2009. They were slightly up in 2011, but still not near the 2007 record level (Nichols 2012, Para. 6).

Social

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Pressure can often be greater for a nonprofit to use resources wisely. This is because people expect this money to primarily go to the cause the organization supports and running the organization efficiently. In a for-profit business the main goal is to increase revenue and keep stakeholders satisfied.

If a scandal were to arise for a nonprofit it could jeopardize the credibility of that organization. If the organization isn’t credible and trustworthy, the amount of people willing to donate or volunteer will dwindle. In addition to this, it will be more difficult to bring in great new hires and retain current employees.

This is especially true for a children based nonprofit like Big Brothers Big Sisters. People trust the organization with their children, and if any kind of scandal arose people may no longer afford them that trust.

International Big Brothers Big Sisters International operates in 12 different countries around the world. It is a separate entity from Big Brothers Big Sisters of America, the two organizations work as a partnership (Pirrotti, 2012, Para. 1,6,7).

An organization entering a new market should understand the culture and values of the people. Companies’ products have failed due to a lack of cultural understanding. The organization must ensure the culture recognizes the values in meeting the cultural necessities (Big Brothers Big Sisters International, 2007).

Goodwill/Corporate Social ResponsibilityThe following are the most prominent corporate sponsors for BBBS: Allison and Partners, Great Wolf Lodge, 7 Eleven, American Eagle, Arby’s, Jack in the Box, Hertz, Comcast, Nivea and Minor League Baseball (Big Brothers Big Sisters, 2013). These companies are instrumental in enabling BBBS to impact the lives of children while bettering their futures.

Federal government funding allows local chapters to make a significant impact in their communities and maintain strong principles nationally. BBBS has been awarded competitive grants from the following Federal agencies: Corporation for National and Community Service, Office of Juvenile Justice and Delinquency Prevention, U.S. Department of Education and U.S. Department of Health and Human Services.

BBBS works with organizations that share their values and work as a unified voice to address the issues that impact children and their families. They partner with the following advocacy groups: America’s Promise, Independent Sector, Leadership 18, MENTOR and National Collaboration for Youth (Big Brothers Big Sisters, 2013).

Big Brothers Big Sisters is able to continue reaching out to at-risk children and providing them with much-needed role models with the support from the following foundations:

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American Freedom Foundation, Arby’s Foundation, Metlife Foundation, Annie E. Casey Foundation and the Edna McConnell Clark Foundation (Big Brothers Big Sisters, 2013).

SWOT Analysis

StrengthsBBBS has strong brand recognition and a history of positive impact for a unique cause. This all builds credibility for the organization, increasing donations and volunteers. BBBS also has a proven impact on youth according to a study by Public/Private Ventures. This study found that children in the BBBS program were 46 percent less likely to begin using drugs, 27 percent less likely to begin using alcohol, 52 percent less likely to skip school, 37 percent less likely to skip a class, and 33 percent less likely to hit someone (Big Brothers Big Sisters changing, 2013, Para. 2,3,4).

Another strength of BBBS is having a unique cause that is likely never to go away. No one else does what BBBS does on a large scale, and there will always be children needing mentorship to stay out of trouble.

WeaknessesMany weaknesses of BBBS have to do with the actual running of the organization. First, having a high number of individual chapters can be difficult to manage. In addition to this, ensuring employees and volunteers are doing what is right is another daunting task. Bringing in volunteers and mentors from outside their organization and in large numbers, training can be difficult. As well as ensuring the people being brought in are a right fit. People must be responsible, especially because they are in charge of taking care of someone’s child. If a mentor does something that reflects poorly on the organization, this could hinder credibility.

Volunteer supply and demand is also a potential issue. Sometimes there may not be enough volunteers, other times too many. Related to this, if volunteer turnover is high, BBBS will be on a constant search attempting to fill these volunteer positions.

The economy has a huge influence on donations. In a weak economy people have much less spending money. Many are trying to get their bills paid and don’t have much left over, greatly decreasing the amount available for potential donations or the amount mentors can spend on activities for their littles. For example, charitable donations reached an all time high in 2007 of $309.7 billion. Donations dropped substantially during the recession. In 2008 donations dropped to $290.9 billion, and dropped again in 2009 to $278.8 billion. “The average rate of growth in charitable giving in 2010 and 2011 is the second slowest of any two-year period following all recessions since 1971,” according to Patrick Rooney, executive director of the Center on Philanthropy at Indiana University (Nichols

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2012, Para. 6-7). In 2012, charitable donations only grew 2 percent (Frank, 2013, Para. 2).

OpportunitiesThere is room for BBBS to continue to expand globally. An example, BBBS wants to have a chapter in west Hawaii by 2013, when they gain enough financial support and enough bigs to match with the littles (Lucas-Zenk, 2012, Para. 11).

BBBS has potential in growth not only in size but in donations, volunteer number, chapter numbers, reach, awareness, and children helped. For example, in Walworth County there are 10 littles waiting for a big, and in Rock County there are 50 littles on the waiting list (Hines 2013, Para. 17).

New technologies make it easier to get in touch very quickly with those far away. BBBS mentor 2.0 is a technology based one-to-one mentoring program that focuses on reaching high school students. Mentor 2.0 allows bigs to reduce the amount of time they spend with their littles face to face by using technology for interaction with their littles (Big Brothers Big Sisters, 2011, Para.1-2).

Another opportunity for BBBS arises from the very nature of its work. As littles become older, they’ll hopefully use their positive experience as inspiration to become a mentor themselves. Also they should recruit their friends and family to become mentors, volunteer in other ways or donate.

ThreatsBudget cuts are threatening BBBS. Fifteen percent of the 371 BBBS agencies receive their budget from Federal Government sources. If BBBS were to lose 15 percent of their budget they would face a serious impact on the numbers of children, families and volunteers. If funding for BBBS is cut 33,883 children could lose their mentors. Also, if house budget passes, the employees at BBBS could be in danger of losing their jobs (Big Brothers Big Sisters, 2013, Para. 1 & 2).

According to BBBS.org, 7.3 million children nationwide have one or both parents in prison or under some form of state or federal probation. If funding for BBBS is eliminated 70 percent of children will follow in their parents’ footsteps (Big Brothers Big Sisters, 2013, Para. 2 & 6).

An example of local chapter issues is a BBBS chapter, which after 35 years of operation was forced to close its doors. Between 2005-2009 donations had dropped by over $350 thousand (Macchi, 2011, Para. 4 & 7).

BBBS also faces the threat of having fewer volunteers. The BBBS Chapter of Will and Grundy Counties, has a waiting list of about 95 school-aged kids on their waiting list – which is the highest their director has seen in years (Manchir, 2011, Para. 4).

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Another threat facing BBBS is the relative importance of mentorship to other causes or issues. Many people may value another issue more, or see bigger problems. According to the Chicago Tribune, the recession has made people stabilize a healthy family life while balancing their jobs, which makes volunteering at BBBS their last priority (Manchir, 2011, Para. 3).

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February 19, 2013

Big Brothers Big Sisters of America230 North 13th StreetPhiladelphia, PA 19107

Dear Noreen Shanfelter:

The purpose of this letter is to inform you about our ideas to help increase involvement among male role models, specifically minority male role models, within Big Brothers Big Sisters of America. Also, we would like to help increase the involvement among college-aged males. With this communication plan we will increase the number of college-aged, minority male mentors by 20 percent before January 2014. We plan on increasing awareness on college campuses by emphasizing the importance of being a mentor. We hope to do so by partnering with the University of Alabama chapters of Alpha Phi Alpha, Omega Psi Phi, and Kappa Alpha Psi fraternities. We will host a free step show in the Ferguson Center courtyard followed by an informational meet-and-greet BBQ. Attendees who volunteer to become a mentor get entered into a drawing to win an iPad. Also, we plan to run an on-campus informational poster campaign highlighting the need for male mentors, and the benefits of becoming a mentor.

To increase the number of college-aged, minority male mentors we also plan to start an on-campus chapter of Big Brothers Big Sisters registered with the Community Service Center. We plan on increasing the number of college-aged minority male mentors by setting up an information booth at Get on Board Day to recruit mentors and volunteers. Also we will hold BBBS sponsored events for bigs to take their littles. The specific event we are planning is a pizza and movie night in the Ferguson Center.

To increase the number of college-aged male mentors by 20 percent by January 2014 we plan to use a professional athlete to be our spokesperson to promote the benefits of being a mentor. We would like to partner with a specific league. We are planning on having our spokesperson do TV commercials that will talk about mentorship and Big Brothers Big Sisters. We also will be holding events similar to NFL’s Get out and Play where bigs and littles can come and hang out with athletes/ play sports, etc. These events provide more events for mentors to take their littles.

Our last plan to increase the number of college-aged males is to expose the benefits of mentorship at BBBS through social media. We plan on holding a yearly contest where the Big and Little will meet a professional athlete, tour facilities, and win free tickets to a game. We will have our mentors post stories about how they became a mentor and what they have gotten out of it. Whoever gets the most likes wins the contest. Our goal is to use these stories to help others learn the benefits of mentorship and volunteer themselves. Lastly, we will run promoted tweets about contest.

Sincerely,Kristyn Schwiep, Amanda Crowe, Laci Moore, Trent Miller

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Big Brothers, Big Sisters of AmericaStrategic Communications Plan to Increase Male Membership

Amanda Crowe, Trent Miller, Laci Moore, Kristyn Schwiep

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Strategic Communication PlanProblem StatementThe problem this strategic plan addresses is the need for male role models, specifically minority male role models, involved with Big Brothers Big Sisters of America.

Given this, our primary audience will consist of minority college-aged males. Our secondary audience is all college-aged males.

Objective-Strategy-TacticMeasurable Objective (Primary Audience)With this communication plan we will increase the number of college-aged, minority male mentors by 20 percent before January 2014.

Strategy (A): Increase awareness on college campuses emphasizing the importance of being a mentor.

Tactic (1): Leverage already established national partnerships with the University of Alabama chapters of Alpha Phi Alpha, Omega Psi Phi, and Kappa Alpha Psi fraternities. We will host a free step show in the Ferguson Center courtyard followed by an informational meet-and-greet BBQ. Attendees who volunteer to become a mentor get entered into a drawing to win an iPad. Tactic (2): We will run an on-campus informational poster campaign highlighting the need for male mentors, and the benefits of becoming a mentor. Strategy A Evaluation: For tactic one, evaluate the number of people who attended the step show/BBQ event and the number of raffle tickets that were distributed. For tactic two, create survey about the awareness of BBBS. Distribute survey before the poster campaign and again after the poster campaign to evaluate if the organization’s awareness increased.

Strategy (B): Start an on-campus chapter of BBBS registered with the Community Service Center.

Tactic (1): Set up informational booth at Get on Board Day to recruit mentors and volunteers. “Get on Board Day” draws a number of students and faculty members to learn more information about the range of campus groups (“Get On Board,” 2011). Tactic (2): Hold BBBS sponsored events for bigs to take their littles. A specific event we will hold is a pizza and movie night in the Ferguson Center. Strategy B Evaluation: For tactic one, request the name and email of the people who are interested in becoming a mentor after receiving the information about BBBS at Get on Board Day. For tactic two, evaluate the number of people who attended the pizza and movie night in the Ferguson Center.

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Measurable Objective (Secondary Audience)We will increase the number of college-aged male mentors by 20 percent before January 2014.

Strategy (A): Use spokesperson to promote benefits of being a mentor, specifically a professional athlete.

Tactic (1): TV commercials with professional athletes talking about mentorship and Big Brothers Big SistersTactic (2): Event similar to NFL’s Get out and Play, where bigs and littles can come and hang out with UA athletes. Also provides more events for mentors to take littles. This event will be called BBBS UA Play Day. Strategy A Evaluation: For tactic one, measure how many people who are tuned in to the TV channel while the commercial is airing. Also, use the survey to determine which media channel that they obtained their information. For tactic two, evaluate number of participants by distributing wristbands.

Strategy (B): Social Media exposure of BBBS and benefits of mentorship. Tactic (1): Hold yearly contest on Facebook where big and little contest winners meet professional athlete, tour facilities, and receive free tickets to a game. Mentors will post story about how they became a mentor and what they’ve gotten out of the experience. Whoever gets the most likes wins the contest. The goal is to use these stories to help others learn benefits of mentorship and volunteer themselves. Also the possibility of winning the yearly contest will drive people to become mentors. Tactic (2): Run promoted tweets about contest. Use hash tag #UABBBS. Tweet about individual mentor stories, and tweet links to the Facebook contest. According to Pew Research, 8 percent of American adults who use the Internet use Twitter. It also showed that Twitter is popular among young adults, minorities and urban citizens (Smith & Rainie, 2010).Strategy B Evaluation: For tactic one, evaluate the number of likes the Facebook page has received over the time of the contest. For tactic two, evaluate the number of retweets and the number of mentions of BBBS UA on Twitter or the use of #UABBBS.

Plan EvaluationDuring new mentor screening process, ask why the mentors decided to join the organization. Conduct post-campaign survey.

Plan TimelineActivity Date Initial contact of fraternities March 1Contact local Alabama chapter March 1Follow up call to fraternities March 4Fill out university organization paper March 4Establish committee March 11Follow up to confirm commitment March 18

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Initiate contact with professional athletes for TV commercial March 181st committee meeting to plan events March 25Initiate contact about tickets, tour for Facebook contest winner and March 26BBBS UA Play Day eventSet date for step show and BBQ event April 1Set committee at UA April 1Follow up with professional athletes about TV commercial and event April 8 Book Ferguson Center Theater April 15Begin Twitter campaign promoting the use of #UABB April 15Contact step show event/BBQ sponsors April 22Begin filming of commercials April 22Contact current mentors about Facebook contest April 23Begin receiving mentor submissions for Facebook contest April 29Book Ferguson Court Yard for step show/BBQ event May 6Complete filming May 13Deadline for mentors to submit their stories for Facebook May 13Contact local sponsors about providing footballs, etc for event May 14 Finalize sponsor listing for BBQ event May 20Post stories to BBBSA Facebook page to begin contest May 21Begin airing commercials May 27 Purchase iPad for giveaway June 8Set up for BBBS UA Play Day event June 14BBBS UA Play Day event June 15Gift card count June 17Facebook contest ends, determine winner June 24Contact Facebook contest winner, post winner to Facebook June 26Order stage July 1Send tickets and details to Facebook contest winner July 1Finalize brochures, posters, etc. July 8Send advertising to printer July 9Pick up printed materials July 22Buy plates, etc. July 29Prepare board for Get on Board Day August 5Purchase drinks, etc. August 12Finalize BBQ catering at Full Moon August 19First day of classes August 21Advertising for event August 22-29Step show practice August 23Get on Board Day August 27Set up stage area August 29Event at 6 pm, BBQ at 7 pm August 30 Create flyer for movie night September 9Send flyer to printer September 16Send email to bigs about movie night October 1Call Little Caesers October 3Purchase supplies and movie October 7

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Advertise for movie night October 14-17Big/little pizza/movie night October 18Evaluate number of likes on Facebook page January 1Evaluate number of attendees of all BBBS UA events January 1 Evaluate number of retweets and mentions on Twitter account January 1 Evaluate number of new mentors January 1

Plan Budget

Primary Audience:Strategy (A)

Tactic (1): o iPad 4: $499.00o BBQ catering (Full Moon):

3lbs BBQ Chicken = $32.97 3lbs Smoked pork = $35.97 Baby back ribs – whole rack = $18.99 Quart Beans = $7.29 Quart mac n cheese = $7.29 Gallon bbq sauce = $25.99

o Plates Great Value 8.875" Soak Proof Foam   Plates , 170ct = $3.97

o Utensils (forks/ knives) Great Value White   Forks , 100 ct = $2.68 Great Value White   Spoons , 100 ct = $2.68

o Cups Great Value Party 18 Oz Cups, 100ct x 2 = $9.96

o Soda 12 pack Sprite x 2 = $8.38 12 pack Coke x 2 = $8.38 12 pack Diet Coke = $4.19 12 pack Sunkist = $4.19 12 pack Mt. Dew = $4.19

o Bags of ice x 10= $19.60o Water

Nestle Pure Life Purified Water, .5 l, 35pk x 2 = $11.97o Brochures

HP Tri-Fold Laser Brochure Paper, Glossy Finish = $27.99o Posters

8.5 x 11 Multipurpose paper = $4.74o Napkins

Bounty Quilted   Napkins , 200 ct = $2.97 Tactic (2):

o Brochures x 500 HP Tri-Fold Laser Brochure Paper, Glossy Finish = $27.99

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o Posters x 100 8.5 x 11 Multipurpose paper = $474.00

TACTIC ONE TOTAL (A): $743.39TACTIC TWO TOTAL (A): $501.99

STRATEGY A TOTAL: $1245.38

Strategy (B) Tactic (1):

o Brochures x 500 HP Tri-Fold Laser Brochure Paper, Glossy Finish = $27.99

o Posters x 100 8.5 x 11 Multipurpose paper = $474.00

Tactic (2): o Papa John Pizza

2 Large Cheese = $29.50 1 large pepperoni = $14.75

o Cups Great Value Party 18 Oz Cups, 100ct x 2 = $9.96

o Soda 20 oz. Pepsi = $1.39 20 oz. Diet Pepsi = $1.39 20 oz. Mt. Dew = $1.39 20 oz. Sierra Mist = $1.39

o Bags of ice x 10= $19.60o Movie rental = Red boxo Napkins

Bounty Quilted   Napkins , 200 ct = $2.97o Plates

Great Value 8.875" Soak Proof Foam   Plates , 170ct = $3.97o Water

Nestle Pure Life Purified Water, .5 l, 35pk x 2 = $11.97

TACTIC ONE TOTAL (B): $501.99TACTIC TWO TOTAL (B): $98.28

STRATEGY B TOTAL: $600.27

PRIMARYAUDIENCE TOTAL COST: $1,845.65

Secondary Audience:Strategy (A)

Tactic (1):o TV commercial costs

Production= $5,000 (Maus Media Group, 2011, Para. 4) Airtime =$200,000 (primetime cable 30 seconds, depending on

station) (Crupi, 2011, Para. 2)

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Athlete=$50,000 (Athlete booking fees, 2013) Tactic (2):

o Athlete appearance=$50,000 o Food= $500 to serve 200 people through Subway catering (Subway fresh

catering, 2013) Plates

Great Value 8.875" Soak Proof Foam   Plates , 170ct = $3.97 Utensils (forks/ knives)

Great Value White   Forks , 100 ct = $2.68 Great Value White   Spoons , 100 ct = $2.68

Cups Great Value Party 18 Oz Cups, 100ct x 2 = $9.96

Soda 12 pack Sprite x 2 = $8.38 12 pack Coke x 2 = $8.38 12 pack x Diet Coke = $4.19 12 pack x Sunkist = $4.19 12 pack x Mt. Dew = $4.19

o Bags of ice x 10= $19.60o Water

Nestle Pure Life Purified Water, .5 l, 35pk x 2 = $11.97o Brochures

HP Tri-Fold Laser Brochure Paper, Glossy Finish = $27.99o Posters

8.5 x 11 Multipurpose paper = $4.74o Napkins

Bounty Quilted   Napkins , 200 ct = $2.97o Sporting goods store equipment sponsorship o Staff (20 volunteers)

TACTIC ONE TOTAL (A): $255,000 (depending on amount of commercial airtime client wants)TACTIC TWO TOTAL (A): $50,615.92

STRATEGY A TOTAL: $305,615.92

Strategy (B) Tactic (1):

o Production of promotion materials Freelance graphic designers (2) -$50,000 each a year (based off of

Philadelphia salaries since that’s BBBS HQ location), $4,200 for one months work= $8,400 (Freelance graphic designer, 2013)

o Grand prize cost- partnership with program, grand prize donated Tactic (2):

o Cost of promoted tweets=$120,000 a day (for 5 days)= $600,000o Promoted account=$4 per follower, 8,150 followers= $32,600 (Choney,

Para. 1 & 6)

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o Intern/volunteer to run social media= $10 an hour (one months work)= $2,000

TACTIC ONE TOTAL (B): $8,400TACTIC TWO TOTAL (B): $634,600

STRATEGY B TOTAL: $643,000

SECONDARY AUDIENCE TOTAL COST: $948,615.92

TOTAL PLAN COST: $950,461.57

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References

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Big Brothers Big Sisters. (2013). Starting something since 1904. Retrieved fromhttp://www.bbbs.org/site/c.9iILI3NGKhK6F/b.5960955/k.E56C/Starting_something_since_1904.htm

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