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BOWLING GREEN JUNIOR WOMAN’S CLUBPLANS BOOK
An organizational plans book written and designed by BLVD for
The Bowling Green Junior Woman’s Club
Executive Summary..............................................................1
Organizational Background..................................................2
Competition Analysis...........................................................3
SWOT Analysis....................................................................5
Publics.................................................................................9
Logo, Colors & Social Media..............................................12
Guerilla Marketing..............................................................15
Budget................................................................................16
Evaluation Plan..................................................................18
Survey Analysis..................................................................19
Timeline.............................................................................21
Next Steps.........................................................................23
TABLE OF CONTENTS
1Executive Summary
The Bowling Green Junior Woman’s Club provides an opportunity
for personal development and service in their local community. The
members of the BGJWC primarily focus on the Duncan Hines Festival
and the Coats for Kids drive. The club attracts women who are
between ages 18-40 years of age. They are women who wish to make
a difference in their community by volunteering time and resources
and build a fellowship with their fellow citizens.
BLVD has developed a plan for the Bowling Green Junior
Woman’s Club, which will build a cohesive brand, create brand
awareness and gain overall club membership. BLVD has designed a
logo and developed a campaign that will create the BGJWC’s lasting
footprint within the Bowling Green community.
This campaign will increase donations for the Bowling Green
Junior Woman’s Club. BLVD also created this campaign to communicate
with a target market which is not currently being reached, students
and alumni of Western Kentucky University. The guerilla marketing
campaign will gain publicity and on-campus awareness for the
BGJWC. It will create a buzz about the organization and ultimately
encourage young women to join.
The agency believes the strategies presented in this plans book
will increase membership, awareness and donations for the Bowling
Green Junior Woman’s Club.
2
Organizational Background
Bowling Green Junior Woman’s Club is a non-profit organization
developed in Bowling Green in 1968. Its mission is to provide women
living in Warren Country between the ages of 18 and 45 with the
opportunity for personal development, fellowship, and community
service. The club dedicates itself to improving the lives of women,
children and families in and around the Barren River Area Development
District.
The BGJWC usually partakes in serving meals at the Center
for Courageous Kids, sorting inventory for Newborns in Need, picking
up garbage along major highways, collecting clothes for victims of
domestic violence, building houses for Habitat for Humanity and
donating to Red Cross, Salvation Army and United Way.
In 2011, Bowling Green Junior Woman’s Club conducted
127 projects, volunteered over 1,850 hours, donated approximately
$45,000, and gave over $4,200(excluding Duncan Hines Festival
recipients) to over 24 events and 19 different charities, some of which
include: Big Brothers Big Sisters, BRACAC, CASA, Crimestoppers,
Family Enrichment Center, Hope Harbor, New Beginnings, Kids on the
Block, and BRASS. There is a wide variety of committees in which
club members may join. Arts, Bylaws, Coats for Kids, Community
Improvement Project (IPC), Conservation, Duncan Hines Festival,
Education, Home Life, International Outreach, Program/Social, Public
Issues are the committees within the club.
3Competition Analysis
Competition for Bowling Green Junior Woman’s Club exists
locally in WKU sororities. While it is a goal to incorporate sorority
women as members in Bowling Green Junior Woman’s Club, they
are also female led organizations helping young women serve the
community. Each of them raises money for national and local
charities. The list of sororities at WKU and the organizations they
support are as follows:
• Alpha Delta Pi - Ronald McDonald House
• Alpha Gamma Delta - Alpha Gamma Delta Foundation
Diabetes awareness, research and education
• Alpha Omicron Pi - Alpha Omicron Pi Foundation
Juvenile Arthritis
• Alpha Zi Delta - Autism Speaks
• Chi Omega - Make-A-Wish Foundation (nationally)
and The Boys and Girls Club (locally)
• Kappa Delta - Prevent Child Abuse America (nationally) and
The Family Enrichment Center (locally)
• Phi Mu - Children’s Miracle Network (nationally),
Children’s Miracle Network hospitals and Potter Children’s
Home (locally)
• Sigma Kappa - Alzheimer’s Association
It is imperative that Bowling Green Junior Woman’s Club
establish themselves as an organization that these philanthropic
women can gain further service from. They can gain leadership
4
experience as well and become better rounded through working at
various other organizations.
Girls entering college that are interested in joining a sorority are
the general target market that would be interested in Bowling Green
Junior Woman’s Club and all it has to offer. Therefore, BLVD suggests
through implementation of more impactful self branding, Bowling
Green Junior Woman’s Club should get involved in local Bowling
Green high schools in order to build credibility and relationships with
the target market and increase brand awareness among the young
adults in the community.
Once relationships are established, partnerships are more likely
and Bowling Green Junior Woman’s Club will be able to begin working
off a larger budget. Events will gain more publicity and attendance as
well. Young women beginning college will already know that Bowling
Green Junior Woman’s Club is a way to gain service hours and give
back to their community. Bowling Green Junior Woman’s Club will be
an easily accessible way to get involved without the stress of sorority
recruitment. Ultimately, it is important for Bowling Green Junior
Woman’s Club to become established as an alternative for those who
are not joining a sorority as well as an additional group for those in
sorority to join.
5SWOT Analysis
Strengths
• The BGJWC already partners with a variety of worthy charities in
Bowling Green
Big Brothers Big Sisters, RCDC, The Family Enrichment
Center, Habitat for Humanity, etc.
• Their target market is a broad age group
18-45 year-old women are often times looking for ways to
get involved within their community- ways to give back and
ways to enrich the lives of their brothers, sisters and children
• Unique organization with little competition
• Cheap membership
• Affordable for college students
Membership is open- anyone welcome
Members are given social and philanthropic rewards
for participation
Weaknesses
• Awareness of BGJWC throughout Warren County is low
Their identity has changed over the years and the community
doesn’t know a clear picture of who is involved with the club,
what they offer, and the impact they have in Bowling Green
6
• Weak logo design
The logo should be redesigned more to women and children
with a more polished, modern look
• Contact information on website needs a phone number
• Needs an easy list of volunteer opportunities
• Facebook needs to more community interaction
Possible social media campaign
Opportunities
• Recruitment opportunities from local Bowling Green high schools
The sooner young women discover Bowling Green Junior
Woman’s Club, the more credible it will be in their eyes and,
therefore, they will be more likely to seek membership in
the future.
• Internship position
This would benefit Bowling Green Junior Woman’s Club from
a work perspective, but would also benefit a lucky student or
two with job experience and a chance to build their resume.
It would also get the BGJWC name circulating around
WKU’s campus.
7• Bowling Green Junior Woman’s Club could become a prominent
option for freshmen women at WKU to get involved in the
community, build service hours/resume and to become better-
rounded philanthropically and within their community engagement.
It’s important for people to grow during their time in college.
Becoming a more knowledgeable person about one’s
community is a perfect way to do that. Helping those less
fortunate is an important task that all people should strive to
fulfill. It’s a respectable organization to be a part of, and
would work in members’ favor in job interviews and applying
for higher education.
• Better self promotion at events- more personal branding efforts
should be established
The community often percieves the BGJWC as an elitist
group of woman rather than a non-profit group reaching
out to the community. This perception must be addressed
if membership is to increase.
Threats
• Women throughout the community continue to look at Bowling
Green Junior Woman’s Club with skewed vision
The women of Warren County and the students of WKU may
not fully understand what the Bowling Green Junior Woman’s
Club is and what it has to offer. The name Bowling Green
8
Junior Woman’s Club has an exclusive, superior, fancy ring to
it, so people may not seek further information about what the
club is really all about.
• Because they give to so many different organizations, is members
of Bowling Green Junior Woman’s Club may not be able to deeply
impact one or a select few that really need it.
• Time responsibilities to all non-profits
Because there are volunteers at their partner organizations
already, Bowling Green Junior Woman’s Club will have to
compete for volunteers willing to move from charity to charity
instead of aiding their single favorite one.www.bgjwc.comPlease bring new or gently used clothing
to the BGJWC Coats for Kids booth.
Give a coat and give some hope with The Bowling Green Junior Woman’s ClubBowling Green
Junior Woman’s Club
9Publics
BLVD chose the media as the first public that BGJWC must
reach. This would include local media such as the College Heights
Herald where the target demographic of college students can be
reached directly.
The second public chosen is the Warren County community.
BGJWC is a non-profit organization with the majority of its publics
located in the community. The community includes current donors,
potential donors, college students, recent college graduates, all
potential new members and recipients of any money and volunteer
hours given out by the organization.
The final public BLVD chose to reach is current members of
the BGJWC. The members of the club must be receiving clear, action-
oriented messages about how they can promote the organization and
use networking to achieve their strategic goals such as increased
membership or the shift of community perception.
Media Strategies
Press releases will be created and sent to local media outlets.
This will occur before major events, every time a donation is given,
before and after major volunteer projects, and as follow-up stories on
past recipients of aid from the BGJWC.
10
Community Strategies
To target WKU students, the BGJWC will set up a booth at
info fairs on WKU’s campus. This booth will require a reusable logo
banner. Along with the guerilla marketing campaign, these booths will
build awareness on campus. BLVD also suggests for the BGJWC to
start a campus chapter of the organization to further a partnership
with the University while promoting membership and philanthropic
opportunities.
The second target will be members of Greek organizations.
With the approval of sorority presidents, the BGJWC will give brief
presentations at sorority meetings. Presenting directly to the Greek
community will build awareness and create lasting connections with
young women in the target market. This will be a free means
of promotion.
BLVD has advised the BGJWC to partner with Kappa Delta
sorority and the Girl Scouts. KD hosts events with the Girl Scouts
periodically and BGJWC would have an opportunity to volunteer at
such events. With this partnership, mothers of the Girl Scouts will
perceive BGJWC as a positive, respectable organization dedicated to
the women and families of the Warren County community.
11 The agency suggests that the BGJWC offer discounted
membership to recent WKU graduates. This will incentivize new
members who may be staying in Bowling Green after college to
consider joining the club. By alleviating financial distress of potential
members once restricted by cost, BLVD hopes to increase membership
of recent college graduates.
Valuable publicity can also be sought out at sporting events.
The organization will contact the Bowling Green Hot Rods and explore
the possibility of a pro bono jumbo tron ad. Sporting events are popular
among families and would reach a wide demographic all at once. The
price of this ad would be agreed upon by involved parties, but ideally
would cost next to nothing, if any at all.
Current Members
BLVD has decided to use basic networking due to the powerful
influence that “word of mouth” advertising and promotion can serve,
especially in social circles. BLVD will introduce an incentive program
for bringing in new members. For example, the person with the most
new members at the end of the year would receive a prize.
Start a blog
BLVD has decided to implement personal “blogging” platforms
to personalize the BGJWC experience for both internal and external
parties. There will be a page for the executive board members with
bios telling how they got involved, why they’re involved, and any
unique stories they wish to share. The blog will also contain photos
12
from events and stories of those who have been helped by the
BGJWC. Press releases would also be placed on the blog. The blogs
will increase community favorability and hopefully engage potential
members to seek similarities and ask questions to any or all of the
women involved in the organization today.
With lack of community awareness as the main problem BLVD
sought to improve, personal branding is the key to future success.
BGJWC can better self-promotion efforts by simply incorporating
the club’s logo on all branded material. Promotional materials for all
events should say, “Presented by the Bowling Green Junior Woman’s
Club.” This will not only ensure community awareness, but also form
brand recognition for the BGJWC.
Logo & Colors
BLVD wanted to create a feminine, refined logo for BGJWC.
The purple dress logo is an effective logo to represent the BGJWC for
many reasons. The dress shows class but, since it is a cocktail dress,
it is less formal and more professional.
The belt uses negative space to give the logo character. It also
breaks up the shape. The initials use handwritten cursive to depict a
woman’s handwriting. Curving the club name around the logo is more
effective than straight lines because it helps unify the text with
the shape.
13Color Rationale
BLVD chose the light purple to show femininity. Purple is
feminine without being perceived as childish, like pink could be. The
lighter purple is eye-catching and contrasts well with both black and
white. This color was also chosen because the BGJWC uses purple in
it’s current branding.
Bowling GreenJunior Woman’s Club
Bowling Green
Junior Woman’s Club
Bowling Green
Junior Woman’s Club
BGJWC STYLE GUIDE
FONTS
Title font: Trade Gothic LHBody font: Trade Gothic
A Wonderful SerenityIt has taken possession of my entire soul, like these sweet mornings of spring which I enjoy with my whole heart. I am alone, and feel the charm of existence in this spot, which was created for the bliss of souls like mine. I am so happy, my dear friend, so absorbed in the exquisite sense of mere tranquil existence, that I neglect my talents.
COLORS
Purple - Pantone 266C Blue - Pantone 3125CPMS 266C
PMS 3125C
BGJWC STYLE GUIDE
FONTS
Title font: Trade Gothic LHBody font: Trade Gothic
A Wonderful SerenityIt has taken possession of my entire soul, like these sweet mornings of spring which I enjoy with my whole heart. I am alone, and feel the charm of existence in this spot, which was created for the bliss of souls like mine. I am so happy, my dear friend, so absorbed in the exquisite sense of mere tranquil existence, that I neglect my talents.
COLORS
Purple - Pantone 266C Blue - Pantone 3125C
14
Social MediaTwitter Facebook
15Guerilla Marketing
Statue Dressing
BLVD will use the purple dress as an anchor for our guerrilla
marketing campaign. Our final goal is for the target market of BGJWC
to directly relate purple dresses to the club. This covers our first
objective, which is to raise awareness of the Bowling Green Junior
Woman’s Club.
The first tactic is to dress the statues on WKU’s campus with
purple dresses. This will arouse conversations among students and
faculty. The dresses will include the BGJWC name, as well as a QR
code. The QR code sends curious students and faculty to the BGJWC
website. This gives them a way to instantly interact with the Junior
Woman’s Club.
The only expense included in this tactic is the dresses. BGJWC
will need to buy four dresses. Dresses will be placed on the statues
for Cherry, Diddle, and Guthrie along with the statue of the woman in
front of Grise Hall.
Flash Mob
The second event will be a flash mob on campus. Volunteers in
the club will recruit women from campus to participate in this event.
A group of women will wear purple dresses and walk around campus
spreading information about the club. This event doesn’t require a
budget because the participants will be volunteers.
16
The third event BLVD has developed for BGJWC is for a
WKU women’s sporting event. Big Red will wear a purple dress at a
volleyball, softball or women’s basketball game. BGJWC will set up
a table at the entrance to tell people about the club and encourage
them to sign up for a future event. To raise money, BGJWC will ask
WKU to sponsor the event by donating a portion of the profits to the
club.
The only expenses for this event is the dress that Big Red will
be wearing and any costs required in printing flyers to hand out at the
game.
Budget
Bowling Green Jr. Woman’s club receives $40 from active
members yearly. In return, the club uses $25 of the membership
money for items for the winter fundraising events such as: Adopt a
Duck for the Duck Derby and the Duncan Hines Festival. The BGJWC
has around 40 members and receives around $1600 from member
fees; $600 of that goes directly to fundraising events.
The BGJWC also generates money from their local philanthropy
event at the Hot Rod’s stadium. This event sells tickets at the price
of $10, and half of that goes directly to Regional Child Development
Clinics.
17 Including funds raised at the Hot Rods event and other money
they receive from sponsorships, in previous years the BGJWC has
donated an estimate of $45,000.
Overall, the only money that the club keeps is the membership
fees from their forty members. This allows the club to have around
$1000 to spend on what they see as fit. BLVD is proposing that
BGJWC use a designated portion of this money to invest into the
Branding Plan BLVD is presenting.
Proposed Budget
The agency configures that the cost of the dresses used in the
guerilla marketing campaign will cost $12 a piece, about $200 for the
entire guerilla campaign. This amount includes 15 reusable dresses
along with flyers to post information about the dress.
Another way BLVD plans to involve WKU students is by setting
up booths at fairs that come to campus. Tools that would be used at
these booths would include a canopy that covers 100 square feet,
plastic folding table, and a 3x6 feet vinyl reusable banner, and flyers
to pass out information. The kit with all of these materials included
will cost around $350. A portion of this price would be a set fee of
$290 because the majority of these tools are re-usable. Also, WKU
fairs are free to set up and participate in with approval from the
University event coordinator.
18
Other additional costs by BLVD come from press releases or
flyers that contain information which the BGJWC wants to spread to
the public. This is estimated to cost around $90. This price would
allow us to print more than 5000 flyers that could be used at various
events throughout the year and develop press releases to send to
Bowling Green media outlets.
Overall, BLVD is proposing BGJWC invest about $640 in our
branding plan. We, as an agency, believe that this is a reasonable
price considering the substantial amount of benefits and the $1,000
gained from membership fees.
The following are evaluation objectives BLVD used to measure the
success of their BGJWC campaign: measure the change in community
recognition of the BGJWC brand and note the increase in membership
in the BGJWC as it relates to the previous calendar year.
Guerilla marketing efforts using the new BGJWC logo will use post-
campaign surveys to indicate the reach and “word-of-mouth” buzz
generated by the “purple dress” takeover of the Western Kentucky
University campus and surrounding areas within Warren County.
Interactive materials such as Twitter and Facebook, also incorporating
the new logo, will indicate level of success using web analytics in
conjunction with “likes” or “follows” depending on the interface.
Evaluation Plan
19BLVD sent out a brief e-survey to gain insight on the target market
BGJWC wishes to reach. Basic questions of age and gender were
placed with ones inquiring community involvement to get an overall
feel for the target based on respondents. The conclusions are as
follows:
83.9% of total respondents (52/64) were between ages 18-40,
the target that the BGJWC wishes to reach. This finding illustrates that
the target is in the middle of everyday happenings and are frequent
and natural operators of social platforms such as the e-survey just
completed.
92.2% would consider volunteering with a nonprofit.
This shows that people within the community truly want to
actively help and make a difference, but they may simply
be lacking the direction or know-how to take the next step
toward involvement.
88.9% said they would be comfortable meeting and
volunteering with a group once a month. This statistic
shows that respondents would be more than willing to help
out if the organization and its philanthropic opportunities
were to present itself to them more directly.
20
With 79.7% of respondents being
female, the BGJWC certainly has a
large enough scope to work with. With
the members of the BGJWC being
100% women, it should come as a
refreshing discovery that the women in
the surrounding area are already taking
active steps to help their peers, as was
demonstrated in the simple gesture of
completing the e-survey.
When asked about involvement in Greek life, only 17.2% of
respondents claimed to be involved. This leaves 81.3% of respondents
(1.6% marked undisclosed) as an untapped majority with potential
interest in non-profit work. Also, the 17.2% involved in Greek life have
potential to develop partnerships with the BGJWC for future spikes in
non-profit event participation and planning.
In terms of hours spent volunteering per month, responses ranged from 1 and 2 hours all the way
to 15 or 20 hours per month. This finding shows that there are people out in the community
that may be heavily involved in volunteering efforts but lack the recognition and association with a
title or group such as the BGJWC or other non-profit organization in the Greater Nashville area. On
the other side, respondents with less hours spent volunteering in a given month may wish to increase
their dedication to such groups and the BGJWC may be the foundation fueling that need.
21Timeline
22
23Next Steps
The next steps for Bowling Green Junior Woman’s Club should
begin development over the summer of 2012. Suggestions for the
website and logo redesign.
BLVD’s primary suggestion is to garner permanent corporate
sponsors specifically for the Bowling Green Junior Woman’s Club
through the various tactics listed throughout the plan. Permanent
sponsors will give Bowling Green Junior Woman’s Club the opportunity
to purchase banners and conduct promotional giveaways that will help
positively market the organization.
The guerilla marketing campaign created by BLVD will need to
be initiated on Western Kentucky University’s campus during the fall
of 2012 semester. The summer months should be used to prepare
the campaign and potentially obtain permission from WKU to place
dresses around campus.
In addition, the Bowling Green Junior Woman’s Club members
are suggested to begin signing non-personal emails with “Bowling
Green Junior Woman’s Club Member,” and encourage members to
begin basic networking in their spheres of influence.
24
Along with the guerilla marketing campaign, BLVD suggests
the immediate implementation of self-promotion techniques. This
would include putting “Presented by Bowling Green Junior Woman’s
Club” on promotional materials for every event the organization is
affiliated with. Also, the new logo needs to be placed on all branded
products.
Lastly, Bowling Green Junior Woman’s Club needs to set up a booth at
all Academic Transition Programs on WKU’s campus to promote the
organization to new prospective students.
In addition, talking to sororities during their weekly meetings
about recruiting members for community service events and
extracurricular activities outside of their organizations would be
beneficial for the club. Also, a presentation for high school girls would
be helpful for recruiting as soon as they reach 18 to help improve their
resumes and college applications.
Jacob Stephenson
Austin Stephenson
Catherine Montano
Jeff Franklin
Kelsey Layer
Ashton Skates
Paige Breedlove
Ross Whitaker
Kevin Payne
Bailey Goebel
Kaitlyn Swaggert
BLVD TEAM MEMBERS
Western Kentucky University Advertising Department 2012
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