Circle K International: Increase Membership
Shannon Murphy
Circle KCircle K International is the largest international
community service and leadership organization.They are affiliated with the Kiwanis Club and
each CKI club has a sponsor club.
Benefit to ClientLarger membership in our clubMore help with projects and fundraisersOfficers to delegate other tasks toEstablish a known club on campus
Table of ContentsLevel SetStrategyMedia PlanMedia DetailsSummaryNext Steps
Level Set Circle K is a new community service club on campus and we are
looking to expand membership Circle K International Membership Goal – Establish a club that is well known on campus and
increase the number of members Measurement of success- The number of attendees that we
have and how many projects we complete. Target- Lasell College students interested in community service/
former Key Club members Budget- $100 Timing – October 12- December 15th
StrategyI will reach out to the Lasell Community to
encourage them to get involved in Circle K, even if it just means to go on our service trips and not all meetings.
Lasell is a very service based school, finding students with similar views and a passion for community service
Show how we stand out and differ from other service clubs on campus
Justify StrategyCircle K is the premier collegiate community
service and leadership development in the world.
There are over 13,770 members in 17 nationsCircle K is the college equivalent to Key Club and
Kiwanis Club.
Partners
Media PlanMedia Outlines
October November December
Broadcast ----- -----
OOH ----- ----- -----
Mobile ----- ----- -----
Direct ----- ------ ------
Social ----- -----
Media Execution TimelineDate
October 12 October 31 November 4th November 20th
December 5th
Project First Meeting Halloween Grams Kiwanis Silent Auction Volunteer at Food Bank KPTI Day
Media Details
BroadcastStrategy
Use the Lasell College Radio station to reach students
Tactic Use the radio station to
create ads for events and projects we are hosting.
Play the ads on the station for listeners at home and in Valentine Dining Hall
JustificationLasell College Radio reaches hundreds of Lasell
students a day by broadcasting through the dining hall
OOHStrategy
Fliers throughout the buildings on campus
Tactic Create posters that stand
out and are appealing and post them throughout the buildings on campus
Post the fliers in the CCBL
JustificationThe Center for Community Based
Learning is the main place that students go when looking for service projects to do. Our club advisor, Sharyn Lowenstein is based in the CCBL.
DigitalStrategy
Create profiles on several social media outlets.
Tactic Delegate a member to be
the Social Media Chair and have them create and post on various social media outlets to get the word out for club meetings and events
JustificationThrough posting on social media, that will give
us our owned media and an opportunity to reach other audiences. It also gives an opportunity for earned media if members or others share the photos we post. This is a way to get the word out about different projects we are doing.
Direct/DemandStrategy
Word of Mouth contests
Tactic Create a contest for
members to bring the most friends with them to two consistent meetings. Winner gets a gift card.
Encourage friends to come to the meetings as an officer
JustificationPeople will get their friends to come to a
meeting if it means that there is a prize involved. The member that brings in the most friends to a meeting will win a gift card.
MobileStrategy
Send reminder texts to members.
Tactic Create a group chat for
all active members and send out a reminder text before the meetings
JustificationCollege students spend most of their time on
their phones. If it is a direct text message they are more likely to read it right away and even get back to us.
SocialStrategy
Host an off campus service trip
Tactic Spend a day at a food
bank, shelter, etc. to build a bond between club members to keep them in the club
JustificationMembers will be more likely to come back and
stay in the club if they have had a good experience and feel that their time is being used properly. Volunteering and using time to bond with one another will keep members happy and interested in the club.
SearchStrategy
Purchase an ad spot on Google search
Tactics Have the Lasell Circle K
page come up when key words are searched
“Circle K” “Lasell” “Community” “Service” “Leadership”
JustificationWhen the key words are typed into Google, the
Lasell Circle K Facebook page will be the first thing on the list giving people the opportunity to make us their first consideration when thinking of doing service projects.
Guerilla Strategy
Offer rewards for going to meetings
Tactics Offer discount on DCON if
you have perfect meeting attendance
Hand out “scratch tickets” and the winners will need to go to a meeting in order to get their prize
JustificationPeople will attend the meeting if it meant that
they were going to win a prize. In order to get them to come back, have a fun service project during that meeting and ask them to fill out a survey.
Multi Step Marketing
JustificationIron Mountain Blogs says to “Use more than one
communication channel” in order to have a successful Multi-step Marketing campaign
Content MarketingStrategy
Create a video on why to join the club
Tactics Use video that is shared
on the Facebook pages about the club
Showcase the projects our club has done, our affiliation with the Kiwanis Club, and the member experiences.
JustificationSome people are hesitant to join clubs because
it can be seen as “uncool”. Showing a video on the club members and what we do will inspire people with similar interests to join the club.
Marketing AutomationStrategy
Send emails to people who have signed up for the club
Tactics Include a link to Orgsync Send the email again to
those who didn’t click Send a last chance and
remove those who didn't’t click from the email list
Send a different invite to meetings to those who signed up
JustificationStudents who are not interested in the club will
be irritated with getting emails from the club once are twice a week. With marketing automation, we will be able to target the members who are interested and remove those who are not from the email list.
Paid, Earned, & OwnedStrategy
Paid- Video and Google Search
Earned – Shares, Likes Owned- - Instagram and
Facebook posts
Tactics Create a video and post it
on all of our social media outlets.
Post our events, contests, and projects and encourage our friends to share it in order to get others involved
Owned
Paid
Earned
JustificationThis connects with some of the other media
details. Earned and owned media will be used more often. Earned media is a good way for other members of the Lasell community to see what we are doing and it gives them a chance to get involved if it is something interesting to them.
Inbound MarketingStrategy
Draw potential members in though social media posts
Tactic Post in the Facebook
groups about meeting times and what we are planning on doing for the meeting.
Include photos of service projects we are doing that day.
JustificationStudents are more likely to make the first step to
join the club if it is easily accessible to them. If they can visualize the service projects that we are doing and relate to them they will make the move to come to a meeting.
EventsHalloween Candy GramsKPTI DayRelay for Life Hair-CutAthon
Campaign effectivenessHolding a contest for current members to bring
in their friends will be most effective.I will gave a gift card to Starbucks to the
member that recruits the most of their friends.
Media Plan Summary
SummaryUsing various on campus sources such as the
CCBL, Orgsync, and OSA we will increase our membership and member dedication to the club. With this, we will also be able to complete more service trips and projects to help better our community.
Media Plan Next Steps
Next StepsAttend the Spring Activities FairUse Marketing Automation to gain membersPost fliersHold weekly meetings
Thank you