Agency Overview: M.S.V.S. Public Relations, founded in 2012, is an upstart agency dedicated to providing its clients with fresh, cutting-edge ideas. M.S.V.S. offers a comprehensive menu of media and public relations services and uses an effective, tenacious approach to service its client’s needs in delivering valuable media coverage on their behalf.

MEET THE TEAM

Kyle Slye-CEO: Research and Organization Parker Minturn-CMO: Campaign Planning Luis Vargas-CFO: Event Coordination and

Budget Kris Sanchez-COO: Evaluation officer and

Structurer of campaign

AGENDA

STRENGTHS & WEAKNESSES

•people are aware of issue•lots of existing research•clear goal(s)•spokespeople

•Won’t end bullying•Widespread issue•Lack of control of the internet•People may be ashamed to experiencing bullying

OPPORTUNITIES & THREATS

•Promotions•School Programs•In mainstream culture: Bully (2011) documentary •Plenty of Celebrity Advocates against bullying (Lady Gaga, Justine Beiber, Demi Lovato)

•Lack of internet rules and regulations (impossible to control)•Lack of urgency on the subject•School budgets result in discontinued projects•Parents neglect could prevent them from dealing with the issue

RESEARCH

Focus Group 8 students from 11-

14 years of age Students from PG

County Inquired about their

experience with bullying

Parent’s perspectives on bullying

Pretest-posttest studies on bullying

Different stages of bullying

Primary Secondary

FOCUS GROUP QUESTIONS

During this school year how often have you seen someone being bullied? At school?

Have you ever been bullied? If so, how were you bullied? How many times in the past year (the last 12

months) have you pushed, shoved, slapped, hit, or kicked someone on school property?

Have you talked to anyone about being bullied? Do you use any social media, such as Facebook

or Twitter? Have you received any or wrote any negative

comments on someone’s profile?

PUBLICS

Primary: 11-14-year-olds (6th-8th grade) in P.G. County

Secondary: Parents, Teachers and Education Professionals

Intervening Publics: Members of the local media- radio stations, newspapers, local news stations

GOAL

Raise awareness among children, teens, parents and others of the issue of youth bullying.

OBJECTIVES

Obj 1: Release three PSA videos within the first three months of the campaign launch to inform target publics of the issue of youth bullying and what they can do to help stop it.

Obj 2: Distribute two press releases per month during the campaign to alert intervening public of campaign events.

Obj 3: Establish social media presence on two social media platforms before implementation of campaign.

Obj 4: Visit 20 middle schools in P.G. County during the campaign to connect with publics, generate interest in campaign and raise awareness for the issue

STRATEGIES

Partner with two established local organizations to broaden reach of campaign

Generate a buzz for campaign through social media and other press materials

Put a trusted face on the anti-bullying campaign to connect with target publics and to draw attention to issue and campaign

Foster participation from publics through sponsored events at P.G. County middle schools

IMPLEMENTATION/TACTICS

Partner with YMCA and Boys and Girls Club Facebook page Twitter account Spokesperson: Kevin Durant Anti-Bullying Events “Durant Day” Sneaker Release

YMCA & BOYS & GIRLS CLUB

Create alliances with organizations within the communities of PG County

Use venue to educate public on the consequences of bullying and how to take a stand against it

Broadens reach of campaign

FACEBOOK PAGE

Page used to post school videos

Used as a forum for parents to discuss the issue with parents

Educate publics on the effects of bullying and bullying prevention

TWITTER PAGE

Hashtag campaign #Strikeitdown

ANTI-BULLYING EVENTS-TACTICS

Anti-Bullying Events Held at schools, YMCAs and Boys and Girls Clubs Anti-Bullying Presentation Games

Knock-out, dodge ball, etc. Positive reinforcement

Material distribution Information about “Durant Day” video contest “Strike It Down” campaign facts

SPOKESPERSON-KEVIN DURANT

Hometown Hero Prominent Sports Athlete Brings plenty of attention to the campaign

DURANT DAY

• Students at P.G. County middle schools create their own “Anti-Bullying” videos• With help of parents or teachers, post videos to

“Strike It Down” Facebook page• Contest winner’s school will host Kevin

Durant for the day • Screening of “Thunderstruck”• Apparel giveaway• Students at school automatically entered in raffle

to win a custom-designed pair of Durant’s signature shoe

KD V “STRIKE IT DOWN” SNEAKER

Use Kevin Durant’s sneaker line to raise funds for anti-bullying causes

Raise hype of Twitter and KD’s account Sell exclusive sneakers only in Prince

George’s County stores Raise awareness on “sneakerhead”

blogospheres by sending exclusive photos

PROTOTYPE PHOTOS

TIMELINE 2013-2014

TIMELINE 2014-2015

EVALUATION-PLANNING

Was research collected sufficient? Was the timeline realistic? Did we appropriately anticipate interest in

events?

EVALUATION-IMPLEMENTATION

Did events run smoothly? Did partnerships work in our favor? Was there enough media outreach?

EVALUATION-IMPACT

Were objectives met? Did social media presence increase after it

was established?

WHY US?

Q&A