Integrated Marketing Communications Proposal - Board of Directors Elections
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Transcript of Integrated Marketing Communications Proposal - Board of Directors Elections
B D Board of Directors
TABLE OF CONTENTS
ABOUT THIS DOCUMENT iii
STRATEGY 2
OBJECTIVES 6
TARGET MARKET 8
MARKETING COMMUNICATIONS 14
THE GRID 16
ADVOCACY FUNNEL MODEL 18
MESSAGE DEVELOPMENT 24
TAGLINE & COLOURS 24 LOOK, IMAGE & TONE 25 MEDIA 26 IMAGES & VISUALS 27
KEY DRIVERS 30
TIMELINE 31 CONCLUSION 34
PROMOTIONAL TYPE 36
BI-WEEKLY EMAILS 37 SAITSA APP 39 COFFEE SLEEVES 41 MEET YOUR BOARD 43 RACK CARDS 47 1-ON-1 MENTORSHIP 49 FRIENDLIES ORIENTATION 51 SAITSA FRIENDLIES SWAG 55 ORIENTATION AMBASSADOR 51 SAITSA WEBSITE 59 CAMPAIGN BOOTCAMP 61 CHEST OF CHANGES 65
MASTER EVALUATION 68
SUMMARY OF EVALUATION 72
MASTER BUDGET 74
MASTER TIMELINE 78
FINAL SUMMARY 82
ABOUT THIS DOCUMENT
One key initiative of the SAIT Students’ Association (SAITSA) is to
increase membership engagement in the governance of the organization
to ensure it is achieving its vision and mission to the highest extent
possible.
This proposed Integrated Marketing Communications plan utilizes
coordinated promotional methods which is used to communicate values
and messages in ways that the target audiences notice, understands and
responds to. The focus of this proposed campaign is on increasing the
number of candidates for SAITSA’s Board of Directors (BOD) elections.
O iii
STRATEGY
SAITSA’s greatest strength is its dedication to students. This student-focused mindset is a
mutual quality found amongst SAIT Polytechnic’s campus community stakeholders, including:
· the SAITSA Board of Directors, and;
· SAITSA Friendlies— a term describing SAIT instructors, SAIT staff, and student volunteers
who have interest in supporting SAITSA.
The Board of Directors are full-time students engaged with the student body on a daily basis, and
opportunity is positioned through a focus of this ongoing interaction.
SAITSA faces an ongoing challenge in the lack of awareness of its purpose and activities. Many
programs at SAIT are two years in length or less, which results in a short timeframe for students
to fully immerse in SAITSA’s culture. The eight different schools and its programs also possess
their own unique cultures, leading to difficulty in establishing unity amongst students across
campus.
O 2
Enhancing relations between the Board of Directors and the student population through
increased interaction can strengthen the campus community’s awareness of what SAITSA is and
what it does.
The objectives will be achieved through a targeted public relations campaign. Digital platforms
will be updated throughout the campaign.
The campaign will begin in September 2016 and take twelve months to complete. The first six
months will focus SAITSA’s BOD personally engaging with the student population in small
groups, giving opportunity for students at large to gain knowledge and understanding of the roles
of the BOD. As we move further into the campaign, orientation events for SAITSA Friendlies will
communicate information about SAITSA’s services, programs, and opportunities for students.
Promotional packages with election information will be delivered to SAITSA Friendlies by August
2017. By Fall 2017, SAITSA will have a minimum of 25 BOD candidates-in-contention for the
election.
O 3
This campaign captures the brand essence of uniting students into a community
where they can be inspired to learn, lead and be exceptional through the tagline “Get on Board”.
It capture the brand expression of how SAITSA provides students with tremendous opportunity
for personal and professional growth.
O 4
OBJECTIVES
O 6
This objective measures a tipping point. With the event falling in the consideration and conversation section of
the advocacy model, it show that individuals have moved past awareness.
An increase in voter turnout is an indication that the BOD election promotional material has created impact on the student body.
This overarching objective will measure the success of the whole campaign.
If this goal is met, the promotional material and events were successful.
Have a minimum of 15 individuals register for the SAITSA Friendlies program by February 2017
This measures how many individuals have moved into the loyalty section of the grid.
It will also show that the ongoing promotional material and events have been creating consideration with our target market.
Increase guest attendance at BOD monthly meetings to 2 guests per meeting, for a total of 10 meetings
Increase voter turnout rate for the fall election to 12% by October 6, 2017
Increase number of BOD candidates-in-contention to 25 by September 22, 2017
TARGET MARKET
The ideal target for the BOD elections will be a first or second year student from any eligible
program at SAIT, but there is a focus on four schools on campus:
School of Business
School of Construction
School of Hospitality & Tourism
MacPhail School of Energy
The target candidate is hard-working, positive, and possesses integrity. They are involved in
volunteering and have regular hobbies.
O 8
• Bachelor of Business Administration, 4th year
• 22 years old
• active SAITSA volunteer
• student club president
• driven, ambitious, involved
ARCHETYPE
• Age: 18-35
• Education: Post-secondary
• Gender: Any
• Ethnicity: All
DEMOGRAPHIC
• A BOD candidate possesses the following ideal characteristics:
• organized
• open minded
• driven
• committed • innovative
• action oriented
• visionary
• leader in social groups
PSYCHOGRAPHIC
O 9
• believes in getting involved with community events • values integrity • follows through with plans • believes in servant leadership • values giving back • recognition of achievements
OPINIONS
• typical leader in most social & professional groups • organized individual who thrives on activating and initiating ideas
LIFESTYLE
• club involvement • volunteering • community events
ACTIVITIES
• quality time with family and friends • new experiences • traveling • volunteering for the community • arts and culture • politically engaged citizenship
INTERESTS
O 10
SAIT Campus
Primary Target Schools:
• School of Business
• School of Construction
• School of Hospitality and Tourism
• MacPhail School of Energy
Secondary Target Schools:
• School of Information and Communications Technologies
• School of Public Heath and Safety
• School of Manufacturing and Automation
GEOGRAPHIC
O 11
Benefits Sought
• improves resume • chance to network • make connections • experience in
leadership • develop interpersonal
skills • personal growth
Loyalty Status
• hard core loyalist • loyalty to previous
organizations and jobs
Usage Rate
• volunteering experience
• concerned and involved with social justice
• interesting in making a difference with their community
BEHAVIOURAL
The target market for the ideal BOD candidate will be a
full time first or second year student at SAIT anywhere
from 18- 35 years of age. They are honest, hardworking,
organized, driven, and committed to doing their best.
The individuals are enthusiastic about learning and
gaining new skill sets and working with others. They are
involved in sports, activities, and clubs on campus. Daily
concerns for this person are deadlines— they are
organized to make sure things are completed on time.
Their interests might include quality time with their family
and friends, learning other languages, and music.
O 12
MARKETING COMMUNICATIONS
Multiple promotional elements will be used to garner attention within the student body to
support the campaign and those who are interested to participate. Promotional elements will
include one-on-one mentorships, instructor participation, swag, and other planned events.
A combination of digital and direct marketing tactics will be used to carry out selected
promotional elements. The campaign is driven by the advocacy model chart, which consists of
multiple components. These components are divided into: awareness, consideration,
conversation, loyalty, and advocacy.
The first component of the advocacy model is to draw interest of the intended audience through
awareness. After interest is acquired, the focus is to present what benefits are available in the
consideration component. Conversation will then be key as it creates dialogue to further develop
the connection with the audience. Appreciation would then be expressed after continued
support from supporters. Once good word is spread as earned media, advocacy would be
achieved as the final component. Together, the advocacy model is used conjointly with planned
promotional elements to effectively voice our message across the student body.
O 14
THE GRID
The following grid shows an overview of the different marketing elements that will be used to support the
Advocacy Funnel Model depicted on Page 18. The vertical axis of the chart focuses on three main marketing
tactics: Public Relations, Direct Marketing, and Digital Marketing. The horizontal axis of the chart follows the
elements of the Advocacy Model to create awareness for conversation leading to students in considering to
run. Loyalty and advocacy are brought together to show gratitude and to spread good word of the campaign.
Together, each element will follow established strategies and meet final objectives.
Awareness Consideration Conversation Loyalty Advocacy
Public Relations
Meet Your Board SAITSA Friendlies Orientation Event 1-on-1
Mentorship
Welcome Week
Ambassadors
Help of the SAITSA Friendlies
Campaign
Bootcamp SAITSA
Friendlies
free swag
Coffee sleeves
Direct Marketing
Bi-weekly emails
Chest of Changes
Rack cards
Digital Marketing
SAITSA website
SAITSA App SAITSA App
O 16
ADVOCACY FUNNEL MODEL
O 18
• Welcome Week Ambassadors
• Help of the SAITSA Friendlies
• Chest of Changes
• SAITSA App
• SAITSA Friendlies Orientation Event
• Help of the SAITSA Friendlies
• SAITSA App
• Campaign Bootcamp
• SAITSA Friendlies Orientation Event
• Help of the SAITSA Friendlies
• Coffee sleeves
• SAITSA App
• 1-on-1 Mentorship
• Help of the SAITSA Friendlies
• SAITSA Friendlies free swag
• Meet Your Board
• Bi-weekly emails
• Rack cards
• SAITSA website
• SAITSA App
AWARENESS
CONSIDERATION
CONVERSATION
LOYALTY
ADVOCACY
The advocacy funnel model is the step by step thought process of the campaign. The model is
comprised of five different components that are used with multiple marketing tactics.
Awareness is the first component of the advocacy model. Capturing the target market’s attention
is crucial. Meet Your Board will promote awareness of the campaign and will help build public
relations. Bi-weekly emails and a rack card sent with SAIT’s acceptance letter will be the direct
marketing portion. The digital marketing component consists of election information that will be
available on the SAITSA homepage.
The second component of the model is consideration. This present benefits of running for
election to interested individuals. The SAITSA Friendlies Orientation Event develops public relations
under the consideration and conversation portion of the chart.
O 19
The third component of the model is conversation. Communication creates dialogue to connect
with the audience. Public relations components include: Help of the SAITSA Friendlies,
Campaign Bootcamp, and coffee sleeves. The SAITSA App will be used as a form of digital
marketing.
The fourth component of the model is loyalty, which is about cultivating a feeling of support from
the target market. Public relations events include 1-on-1 Mentorship, Help of the SAITSA
Friendlies, and free swag.
Once good word is spread of the campaign, advocacy is achieved. Welcome Week Ambassadors
of Public Relations and Chest of Changes from Direct Marketing will be the final events.
The grid on page 16 depicts the various events that tie in together with various elements of the
chart.
O 20
The campaign goal is to bring as much attention to the Board of Directors Elections as
possible. Using mainly public relations, each aspect of the advocacy model for the campaign
will be covered. From gaining awareness at “Meet Your Board”, creating conversations in
“Boot Camps” and “Coffee Sleeves”, through Loyalty and Advocacy through “1-on-1
Mentorships” and “Welcome Week Ambassadors”. Utilizing rack cards through acceptance
letters gives students a glance of the Board of Directors elections, but can also be used with
promotional elements such as the “Chest of Recommendations” to show the impact and
importance of the elections.
The SAITSA website and SAITSA application will be updated frequently to keep students
informed about the message of the Board of Directors Elections. This would then create
conversations with the target market. Having a 1-on-1 mentorship program allows running
candidates to be guided by current Board of Directors. Friendlies will be a key role in
covering all aspects of the advocacy model, they will help spark the interest of potential
students and guide them towards a successful campaign. Events such as; “Welcome Week
Ambassadors” and the “Chest of Recommendation” will be used to reflect on all of the
factors in the advocacy funnel. The elements in the advocacy funnel will stay on brand with
the overall feel and look of the campaign.
O 21
Our campaign will increase the number of SAITSA Friendlies. They will recommend and
encourage students that have potential to run. Friendlies will receive a presentation that will
guide them in choosing the nominees. Friendlies will receive promotional items including
pins, and t-shirts that they will wear during the nomination period. Coffee Sleeves,
Campaign Boot Camp, and the SAITSA app will start up conversation amongst the target
market.
Factors of loyalty and advocacy also play a huge part in our campaign. Having a 1-on-1
Mentorship program allows for running candidates to be guided by current members of the
Board of Directors. Each nominee will receive a “swag bag” of promotional materials they
can use during their campaigning. Events such as; “Welcome Week Ambassadors” and the
“Chest of Changes” will be used to reflect on all of the factors in the advocacy funnel. The
elements in the advocacy funnel will stay on brand with the overall feel and look of the
campaign.
O 22
MESSAGE DEVELOPMENT
Graphic elements such as; colours and font will be on brand with SAITSA. Elements such as the logo, tagline,
images, style and use of social media, will be on brand of the campaign for the Board of Directors.
“GET ON BOARD”
The message is targeted to get students on board to run for the Board of Directors. This is to help represent
that the BOD can be anyone from any SAIT schools. We want students recognizing the potential in
themselves and believing in serving on the Board of Directors.
TAGLINE
COLOURS
Colour is one of the most important elements in creating a lasting identity. The colours that will be used align
with the SAITSA brand. All copy on t-shirt must be white. All copy on jackets must be in red or white.
O 24
PANTONE BLACK C
CMYK RGB WEB
0 38 26
13 28 1C
49 2 02
98
PANTONE 200 C
CMYK RGB WEB
15 190 BE
100 30 1E
90 45 2D
10
TONE
IMAGE
LOOK
O 25
The look of the campaign is the overall message we are trying to communicate to students.
In order for our campaign to be successful we need it to be clear, simple and on brand with our
campaign. We will be using images in the campaign and will be using photos of the different
school at SAIT to show anyone can be a part of the Board of Directors.
We will follow SAITSA’s brand book guidelines, which is designed to work around the Whitney
font.
• Short
• Inspirational
• Professional
• Friendly
The images that will be using are SAIT students that show diversity within the schools. Just like
the pictures used in this document, they show the variety of students which are the target
market of the campaign. The images will show students that are happy, looking at the camera,
and engaged. These photos attract the target market, because they are the people in the photo
making it a successful image.
All platforms will feature the Board of Directors logo and the SAITSA jumble logo.
SAITSA App: The message board is utilized to communicate with students about campaign
events. A tile is created for Board of Directors elections. Anyone who has downloaded and
registered on the app can join the group.
Twitter: Instant updates from BOD members is promoted through the SAITSA Twitter page.
Facebook: Potential candidates can connect with SAITSA through here. This will also feature
event invites and details of each event. The Facebook page will also have posts encouraging
people to run for the Board of Directors.
Instagram: Photos of potential candidates with their “swag pack”, posts encouraging people to
run for BOD and up to date announcements of the campaign and events.
MEDIA
O 26
IMAGES & VISUALS
Visuals must represent the diversity of SAIT students and
programs.
These sample images illustrate how any student can be a
leader and get involved with the Board of Directors.
O 27
O 28
KEY DRIVERS
The key driver’s timeline illustrates the actions taken in the campaign. The campaign for the
SAITSA Board of Directors is designed to transpire over a 14-month period. These are all the
elements within the campaign. The importance of each element will be embellished by the by
the transparency of the image inserted of the key driver’s timeline.
O 30
Bi-Weekly Emails
September October
Meet Your Board
Bi-Weekly Emails
Update App
November
Meet Your Board
Bi-Weekly Emails
Update App
December
Meet Your Board
Bi-Weekly Emails
Update App
January
1-on-1 Mentorship
Bi-Weekly Emails
Rack Cards with
acceptance letter
Meet Your Board
Update App
Coffee Sleeves
Rack Cards
Coffee Sleeves
Rack Cards
February
Friendlies
Presentation
Meet Your Board
Bi-Weekly Emails
1-on -1 Mentorship
Jackets
T-Shirts
Buttons
Rack Cards
Coffee Sleeves
March
Meet Your Board
Bi-Weekly Emails
Update App
1 on 1 Mentorship
Medium Importance
High Importance
Launch Coffee
Sleeves
Launch SAITSA
App
Coffee Sleeves
Rack Cards
Coffee Sleeves
Rack Cards
Coffee Sleeves
Rack Cards
O 31
Friendlies Presentation
Meet Your Board
Bi-Weekly Emails
Update App
1 on 1 Mentorship
April
Orientation
Ambassador
Update App
May June
Launch of SAITSA
Website with BOD
Tab
Update App
July
Update App
August
Orientation
Ambassador
Bi-Weekly Emails
Meet Your Board
Update App
1 on 1 Mentorship
September
Campaign Bootcamp
Meet Your Board
1-on-1 Mentorship
Chest of Changes
Update App
Coffee Sleeves
Rack Cards
October
Post Mortem last
day of October
Update SAITSA App
and Website
Jackets
T-Shirts
Buttons
Coffee Sleeves
Rack Cards
Rack Cards
T-shirts
Coffee Sleeves
Rack Cards
O 32
SUMMARY OF KEY DRIVERS
The timeline illustrates exactly when the key drivers and promotional tools that SAITSA Board
of Directors will use to achieve the objectives stated earlier in the campaign. With the use of
strategies, a versatile understanding of the target market, SAITSA Board of Directors will
increase candidate count.
O 34
PROMOTIONAL TYPE
1. Bi-Weekly emails
2. SAITSA App
3. Coffee sleeves
4. Meet your Board
5. Rack cards
6. 1-on-1 Mentorship
7. SAITSA Friendlies Orientation Event
8. SAITSA Friendlies free swag
9. Welcome Week Ambassadors
10. SAITSA website
11. Campaign Bootcamp
12. Chest of Changes
O 36
Bi-Weekly Emails
O 37
Direct Marketing | Awareness
The e-newsletters will be used to spread awareness to the student body, keeping students informed on the Board of Directors.
This will allow students to get to know their Board, interact with the members and also encourage them to “Get on Board”, by
becoming a voice for the student body as a Board of Director. The e-newsletters will lead to the success of Meet your Board,
Campaign Boot Camp and 1-on-1 Mentorship events.
⇒ Create bi-weekly email
⇒ Send out bi-weekly, starting in the mid August.
⇒ Update special events for every bi-weekly email
⇒ Use website links on post to direct students to the SAITSA website and events
⇒ Evaluate
⇒ Attendance
◊ Meet your Board
◊ 1-on-1 Mentorship Programs
◊ Campaign Boot Camp
◊ Board of Directors monthly meetings
⇒ WordPress analytics
2016
Sept
Oct
Nov
Dec
2017
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct Item Quantity Frequency Cost
SAITSA Resource Cost
SAITSA Venue Cost
SAITSA Labour
Board of Directors
Labour
External Labour
Volunteer Labour
MailChimp - 28 $120 per year 3 Hours
TOTAL $120 per year 84 Hours
O 38
STRATEGY
KEY TACTICS
EVALUATION
BUDGET
O 39
SAITSA App
The updated SAITSA App with a new BOD section is important for prospect nominees seeking information about the Board of
Directors and the elections. This promotional element integrates the use of social media digital marketing through the umbrella effect
of Instagram, Twitter and Facebook. The app will lead to the success of Meet your Board, Campaign Boot Camp and 1-on-1 mentorship
events.
⇒ Make the BOD tab on the homepage which directs users to the groups events, twitter and info page.
⇒ The BOD will show the current Executive Council, the current Board of Directors members and all users that join the group listed below as
group members.
⇒ The events page will feature information on all past, present and future events the BOD is apart of and be updated weekly, unless important
information must be released.
⇒ The Twitter tab will include pictures with a little blurb about the picture and a link to the full article.
⇒ The info tab will include bios of all the current Board of Directors members and the organization.
⇒ Evaluate
⇒ Application analytics
⇒ Attendance
Digital Marketing | Awareness, Consideration, Conversation, & Advocacy
O 40
2016
Sept
Oct
Nov
Dec
2017
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
STRATEGY
KEY TACTICS
EVALUATION
BUDGET
Item Quantity Frequency Cost SAITSA
Resource Cost SAITSA
Venue Cost SAITSA Labour
Board of Directors
Labour
External Labour
Volunteer Labour
Editing Labour
56 8 Hours/
Week
TOTAL 448 Hours
O 41
Coffee Sleeves
GET ON BOARD
Download the SAITSA App or visit us at saitsa.com
The campaign coffee sleeves will be used to help create a conversation about the BOD and get students to start thinking about run-
ning in the next election. This will lead to the success of app downloads and event attendances.
⇒ Design the Coffee Sleeves
⇒ Order coffee sleeves
⇒ Distribute the coffee to the four events of campaign at every occurrence.
⇒ Evaluate
⇒ Inventory evaluation
⇒ Application analytics
⇒ WordPress analytics
⇒ Application downloads
Public Relations | Conversation
O 42
STRATEGY
KEY TACTICS
EVALUATION
BUDGET
2016
Sept
Oct
Nov
Dec
2017
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct Item Quantity Frequency Cost
SAITSA Resource Cost
SAITSA Venue Cost
SAITSA Labour
Board of Directors
Labour
External Labour
Volunteer Labour
Coffee Sleeves
5000 1 $0.27 3 Hours
TOTAL $1,350 3 Hours
O 43
Meet Your Board
The Meet your Board events generate awareness about the BOD and SAITSA. This runs for 9 months, and will be split up into 4
different event themes including: “Coffee with Your Board”, “Bowling with Your Board”, “Battle of the Boards” (a board games night),
“Movie Night with Your Board’ and a sports event. The events will involve four current board members and other invited guests. The
Meet your Board events will lead to an increase of students wanting to run in the next BOD election.
Poster
⇒ Create poster
⇒ Observe highest traffic areas of SAIT campus
⇒ Hang posters
⇒ Display poster on Facebook, Instagram, SAITSA website and SAITSA app
Events
⇒ Book Odyssey for 6 separate events.
⇒ Book bowling time for January 9th and September 4th, 2017.
⇒ Create an invitation for each event.
⇒ Select students from candidates and friendly nominations to invite.
⇒ Select 5 Board members to attend each event.
⇒ Invitations will be emailed to selected students a month in advance so they are aware of each Meet your Board event.
⇒ Set up picnic tables in odyssey an hour before each event.
⇒ Each event will be an hour long.
⇒ Take down posters.
⇒ Evaluate
⇒ Attendance
⇒ Inventory evaluation
⇒ Application analytics
⇒ WordPress analytics
⇒ Application downloads
O 44
STRATEGY
KEY TACTICS
EVALUATION
2016
Sept
Oct
Nov
Dec
2017
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
Direct Marketing | Awareness
O 45
Item Quantity Frequency Cost SAITSA
Resource Cost SAITSA
Venue Cost SAITSA Labour
Board of Directors
Labour
External Labour
Volunteer Labour
Poster Design 2 Hours
Poster Hanging 2 SAITSA Resource
Cost 1 Hour
Paper 50 SAITSA Resource
Cost
Send Emails 2 Hours
Book Event Locations
2 Hours
Bowling 10 People 2 $85 2 Hours
Odyssey Coffee House Rental
1 6 SAITSA Venue Cost
6 Hours 6 Hours
10 Cup Coffee Pot
2 2 $17.90
Assorted Tea 10 2 $0.50
Soccer Field 1 1
Sports Equipment
Picnic Tables 4 6 $35
BOD Members 5 9 9 Hours
Poster Take-Down
1 Hour
TOTAL $1,885.80 14 Hours 15 Hours 2 Hours
O 46
BUDGET
2016
Sept
Oct
Nov
Dec
2017
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
Direct Marketing | Awareness
O 47
FRONT BACK
GET ON BOARD Three events to learn more about your BOD
MEET YOUR BOARD
Get to know your
BOD members
and learn first
hand what their
position and role is
like and how they
help to improve
the student
experience.
1-ON-1 MENTORSHIP
Learn about
leadership
opportunities
available to you
and how getting
involved can
improve your
leadership skills
and make you
stand out from the
crowd.
CAMPAIGN BOOTCAMP
Thinking of putting
your name in the
running, but not
sure where to
begin? Learn
about strategies
on how to create
an effective
campaign.
9 in
che
s
4 inches
DOWNLOAD THE SAITSA APP
Three ways to connect with your SAITSA BOD
STAY UPDATED
Your BOD will
post and update
on activities and
events around
campus and keep
you in the loop on
what they’ve been
doing.
LEARN HOW TO GET INVOLVED
Learn more about
student life,
connecting with
your peers, and
how you can help
our BOD make our
campus a better
place to be.
GET CONNECTED
Communicate
with your board
members and be a
part of their
mission to inspire
others to learn,
lead and be
exceptional.
Rack Cards
The rack card provides information about the BOD as an organization, promotes events held by the Board of Directors campaign
(1 on 1 Mentorship, Meet your Board and Campaign Bootcamp) and the SAITSA app. It will unify the image of the SAITSA BOD to the
student body, prospect nominees and friendlies. This will lead to the success in attendance at BOD events, new friendlies and an
increased number of BOD candidates.
⇒ Develop rack cards highlighting SAITSA Board of Directors three main events, mission and values.
⇒ Email rack card template to Vistaprint
⇒ Buy two of the 10,000 bundles of 98 x 213 mm of rack cards from Vistaprint
⇒ Distribute to SAIT admissions department, SAITSA offices and all campus’ main offices.
⇒ Divide rack cards for all events within the campaign, friendlies orientation and orientation ambassadors.
⇒ Evaluate
⇒ Inventory evaluation
⇒ Application analytics
⇒ Application downloads
⇒ Attendance
Item Quantity Frequency Cost SAITSA
Resource Cost SAITSA
Venue Cost SAITSA Labour
Board of Directors
Labour
External La-bour
Volunteer Labour
Rack Cards 20,000 1 $270 per
10,000 cards
Distribution Team 5 Hours
TOTAL $540 5 Hours
O 48
STRATEGY
KEY TACTICS
EVALUATION
BUDGET
2016
Sept
Oct
Nov
Dec
2017
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
Direct Marketing | Awareness
O 49
1-on-1 Mentorship
A public relations event that creates a one on one coffee experience with a student and current BOD member. By prearranging to meet
with a Board member by email ,these meetings will answer any questions future candidates have about the BOD, goals of SAITSA, the
benefits of becoming a member and how to get involved. 1-on-1 Mentorship will lead to the success of an increased number of BOD
candidates.
⇒ Design posters and put posters up
⇒ Create and send out email and app analytics
⇒ Student make appointments by emailing SAITSA VP Academic
⇒ Governance and Advocacy Manager will contact a member of BOD and set up an appointment
⇒ BOD and student will meet at the Odyssey for a 45 minutes to 1 hour interview
⇒ Explanation of job descriptions of BOD and SAITSA and also questions the students may have
⇒ Evaluate
⇒ Attendance
⇒ Inventory evaluation
⇒ Application analytics
⇒ WordPress analytics
⇒ Application downloads
Item Quantity Frequency Cost SAITSA
Resource Cost SAITSA
Venue Cost SAITSA Labour
Board of Directors
Labour
External Labour
Volunteer Labour
Coffee & Tea in-house
44 per time 7 $0.50 1 Hour
Setting up Email 14 2 Hours
Setting up App 7 2 Hours
TOTAL $22 42 Hours 44 Hours
O 50
2016
Sept
Oct
Nov
Dec
2017
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
Public Relations | Loyalty
STRATEGY
KEY TACTICS
BUDGET
EVALUATION
O 51
SAITSA Friendlies Orientation
The presentation to SAITSA friendlies will build awareness about the Board of Directors, and inspire conversation with those thinking
of running. The orientation aims to reach all schools within SAIT and focuses on building a relationship with the candidates in conten-
tion. The orientation will result in an increased number of new friendlies and potential BOD candidates.
⇒ Create the email that will be sent.
⇒ Create PowerPoint
⇒ Establish an appropriate presenter
⇒ Prepare Shirts, buttons and jackets to hand out for those that selected one of the options.
⇒ Invitation will be emailed
⇒ RSVP to confirm numbers
⇒ Event location booked, beverages organized, no food will be served due to cost
⇒ Host event
⇒ Evaluate
⇒ Attendance
⇒ Inventory evaluation
⇒ Application analytics
⇒ WordPress analytics
⇒ Application downloads
Public Relations | Consideration and Conversation
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STRATEGY
KEY TACTICS
EVALUATION
2016
Sept
Oct
Nov
Dec
2017
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
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Item Quantity Frequency Cost SAITSA
Resource Cost SAITSA
Venue Cost SAITSA Labour
Board of Directors
Labour
External Labour
Volunteer Labour
Poster Design 2 Hours
Poster hanging 2 SAITSA Resource
Cost 1 Hour
Paper 50 SAITSA Resource
Cost
Send Emails 2 Hours
Book Event Location 1 Hour
Odyssey Coffee House Rental
1 1 SAITSA
Resource Cost
Projection Equipment (screen, projector)
1 0 SAITSA Resource
Cost
Picnic Tables 4 $35 1 Hour
Presenters 10 BOD
Members 2 Hours
Box of Donuts 5 (12 in a
box) 2 $6.99
Poster Take-Down 1 Hour
TOTAL $210 10 Hours 2 Hours
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BUDGET Public Relations | Consideration and Conversation
2016
Sept
Oct
Nov
Dec
2017
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
4 inch round button
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SAITSA Friendlies Swag
GET ON BOARD
Download
the
SAITSA App
1 ¼ inch round button 2 ¼ inch round button
The loyalty program of Friendlies Swag will be used to get more candidates to run for Board of Directors. If a SAITSA Friendly gets
three students to run for Board of Directors then they will get a SAITSA jacket to thank them for getting more candidates involved.
This loyalty program will lead to the success of an increased number of BOD candidates.
⇒ Design jackets, t-shirts and buttons
⇒ Order from 4impact jacket, t-shirts and buttons
⇒ Contact friendlies and ask which items they would like to wear to help promote Board of Directors
⇒ Contact 4impact for order
⇒ Hand out Swag to Friendlies at the Friendlies Presentation in February and April.
⇒ Evaluate
⇒ Inventory evaluation
⇒ WordPress analytics
⇒ Application analytics
⇒ Application downloads
⇒ Attendance
Item Quantity Frequency Cost SAITSA
Resource Cost SAITSA
Venue Cost SAITSA Labour
Board of Directors
Labour
External Labour
Volunteer Labour
Jacket 10 1 $135.87 5 Hours
T-Shirt 75 1 $26.47 5 Hours
1 ¼ inch button 150 1 $2.45 3 Hours
2 ¼ inch button 150 1 $3.70 3 Hours
4 inch button 115 1 $4.95 3 Hours
TOTAL $4,835.70 19 Hours
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Public Relations | Loyalty 2016
Sept
Oct
Nov
Dec
2017
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
STRATEGY
KEY TACTICS
EVALUATION
BUDGET
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WELCOME WEEK
Download
the
SAITSA App
Orientation Brand Ambassador
AMBASSADOR
The public relations program that will allow current BOD members to travel around main campus and assist new students. While they
are assisting they will aim to address; the role of BOD as well as, promote the SAITSA app. This will lead to the success of awareness
in SAITSA and the Board of Directors.
⇒ Design Orientation Ambassador t-shirts
⇒ Order from Contact 4impact
⇒ Hand out t-shirts to eight BOD
⇒ Each BOD wears a red shirt
⇒ Carrying 10 maps of the campus to give to the people they help
⇒ Direct and assist new students who need help around the schools
⇒ Evaluate
⇒ Inventory evaluation
⇒ Application analytics
⇒ WordPress analytics
⇒ Application downloads
Public Relations - Advocacy
Item Quantity Frequency Cost SAITSA
Resource Cost SAITSA
Venue Cost SAITSA Labour
Board of Directors
Labour
External Labour
Volunteer Labour
Shirt 10 1 $26.47 3 Hours
Map SAITSA
Resource Cost
3 Hours
BOD Ambassador 8 5 3 Hours
TOTAL $264.70 6 Hours 3 Hours
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STRATEGY
KEY TACTICS
EVALUATION
BUDGET
2016
Sept
Oct
Nov
Dec
2017
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
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This week, SAITSA’s Board of Directors kick off a new event to “Get on Board” at Meet Your Board. Students cam learn more
about who runs SAITSA and how they impact the… Read More
SAITSA Website
The SAITSA website is used to help promote awareness about the campaign. High importance for the website will be used in late-
August to capture the attention of the upcoming Board of Directors Elections in September. The website will also be used to help
announce the various events used to support the Board of Directors and campaign such as, Meet Your Board and 1-on-1 mentorships.
The SAITSA website will lead to the success of attendance at BOD events.
⇒ Create Board of Directors graphic image for homepage banner
⇒ Create headlining post about information of the Board of Directors on the home page of the SAITSA website
⇒ Create posts for all events and for any important updates
⇒ Use direct website links to the posts about campaign and different events
⇒ Events will be added to the event calendar on the homepage
⇒ Evaluate
⇒ WordPress Analytics
⇒ Attendance
Item Quantity Frequency Cost SAITSA
Resource Cost
SAITSA Venue Cost
SAITSA Labour
Board of Directors
Labour
External Labour
Volunteer Labour
Updating Website 11 5 Hours
TOTAL 55 Hours
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2016
Sept
Oct
Nov
Dec
2017
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
Digital Marketing | Awareness
STRATEGY
KEY TACTICS
EVALUATION
BUDGET
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Campaign Bootcamp
Campaign Boot Camp is a public relations event that will create a conversation within the target market about how to run a success
campaign. The event will happen in September 2017, a month before the Board of Directors elections. 10 current BOD members will
be in attendance. Picnic tables will be set up for candidates to sit during the presentations, and at least 2 BOD members will be sitting
at each table. Attendees will hear from current BOD members on how they ran their campaign. This will lead to more candidates
running a successful and competitive campaign.
Poster
⇒ Create poster
⇒ Print posters
⇒ Observe highest traffic areas of SAIT campus
⇒ Hang posters
⇒ Display poster on Facebook, Instagram, SAITSA website and SAITSA app
Events
⇒ Book Odyssey for event space
⇒ Create an invitation for event
⇒ Invitation will be emailed to candidates in hopes to get the conversation sparked about SAITSA BOD election
⇒ Confirm 10 BOD members will be in attendance
⇒ Prepare a presentation for those attending the event
⇒ Set up picnic tables in odyssey
⇒ Host event that will last 2 hours
⇒ Take down event
⇒ Evaluate
⇒ Attendance
⇒ Inventory evaluation
⇒ Application analytics
⇒ WordPress analytics
⇒ Application downloads
2016
Sept
Oct
Nov
Dec
2017
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
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Public Relations | Conversation
STRATEGY
KEY TACTICS
EVALUATION
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Item Quantity Frequency Cost SAITSA Resource
Cost SAITSA
Venue Cost SAITSA Labour
Board of Directors Labour
External Labour
Volunteer Labour
Poster Design 2 Hours
Poster hanging 2 SAITSA
Resource Cost 1 Hour
Paper 50 SAITSA
Resource Cost
Send Emails 2 Hours
Book Event Location 1 Hour
Odyssey Coffee House Rental
1 1 SAITSA
Resource Cost
Projection Equipment (screen, projector)
1 0 SAITSA
Resource Cost
Picnic Tables 4 $35 1 Hour
Presenters 10 BOD
Members 2 Hours
Poster Take-Down 1 Hour
TOTAL $140 10 Hours 2 Hours
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BUDGET
2016
Sept
Oct
Nov
Dec
2017
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
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Chest of Changes
The Chest of Changes allows students to anonymously submit notes of recommendations for the board of directors. The chest
will be placed at (specific locations) to be easily accessed by SAIT students. Utilizing this strategy will further develop advocacy
within the target market as it allows for communication, recognition, implementation, and feedback. The Chest of Changes will
lead to discussions of future changes in BOD meetings.
⇒ Purchase chest
⇒ Place and rotate chest location at the different schools throughout the week
⇒ Remove notes daily and review with Board of Director Members
⇒ Evaluate
⇒ Inventory evaluation
⇒ Application analytics
⇒ Application download s
Item Quantity Frequency Cost SAITSA
Resource Cost SAITSA
Venue Cost SAITSA Labour
Board of Directors
Labour
External Labour
Volunteer Labour
Chest $40 1 $40 1 Hour
Paper SAITSA
Resource Cost
Pen SAITSA
Resource Cost
Reading of Notes 1 2 Hours
Moving of Chest 1 1 Hour
TOTAL $40 1 Hour 2 Hours 1 Hour
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STRATEGY
Direct Marketing | Advocacy
KEY TACTICS
EVALUATION
BUDGET
2016
Sept
Oct
Nov
Dec
2017
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
MASTER EVALUATION
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The evaluation phase of the campaign will allow the SAITSA to assess, analyze, and adapt
accordingly to ensure success of this campaign.
By using the evaluation tools outlining proper analysis of the program specifics, SAITSA will
better understand and quantify the progress towards the success of the goals and objectives of
the campaign to increase the number of BOD candidates for its election. The primary evaluation
tools that will be used are Application Analytics, Inventory Records, Concurrent Measures and
Attendance.
Application Analytics
Digital Marketing has been utilized within the campaign to further provide success in achieving goals and
objectives. Application Analytics essentially counts the number of clicks on an application, which determines
the amount of traffic a promotional tool has lead to on the application. For the 14-month campaign
application analytics is constantly being updated on many platforms, which makes it the most used
evaluation tool.
· Instagram · Twitter · Facebook · SAITSA Application
Inventory Records
Tangible elements are used interactively with the Student Body are focused on direct marketing. Inventory
data is utilized to supervise the rate at which these resources are implanted. By analyzing the resource usage,
the Board of Directors will be able to evaluate the progress of this campaign towards achieving the goals.
Coffee sleeves start being recorded during the first month of the campaign, during the first Meet Your Board
event. Rack Cards inventory records begin logging for 13 months of the campaign. Friendlies Sway is the least
recorded element as; it will only need to be recoded after all prospect students are candidates in the Board of
Directors election.
· Rack Cards · Coffee Sleeves · Friendlies Swag
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WordPress Analytics
This evaluation tool is used to determine the amount of traffic on a site. The amount of of visits or views will
be calculated on WordPress Analytics to which students are most interested in the content and what type of
tone and copy is most appealing. This evaluation tool is executed constantly throughout the 14- month
campaign.
· SAITSA Website · Bi-Weekly Emails
Attendance
The number of prospect students be can monitored by the traffic at the campaign events hosted by the
Board of Directors. By analyzing the event turnout data, the Board of directors will be able to evaluate the
progress of this campaign towards achieving the outlined objective.
· Meet Your Board · 1-on-1 Mentorship · Campaign Boot Camp · Friendlies Orientation
Application Downloads
The promotional elements in this campaign all direct the the student body to download the SAITSA
Application and add SAIT on all other social media outlets. The final evaluation to each promotional tool is
the amount of traffic it drove towards social media and the SAITSA Application for these platforms is where
the campaign will be mass marketing information. Application downloads occur.
· Coffee Sleeves · Meet Your Board · Rack Cards · 1-on-1 Mentorship · SAITSA Friendlies Swag
· Orientation Brand Ambassador · Campaign Boot Camp · Chest of Changes
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SUMMARY OF EVALUATION
Application analytics is the most use evaluation tool the campaign will use. As it is monitoring
Facebook, Twitter, and the SAITSA app, it will provide the most updated information throughout
the plan. It is also effective because it will reveal what mediums are most effective, and what are
the least.
Inventory record will be the least used evaluation tool even though it provides valuable feedback
because it will only be used periodically as it will not provide significant data if used too
frequently. It is important to highlight the difference of WordPress analytics in comparison to
applications analytics, as one determines clicks the other determines views. Views clicks are
slightly more important because is dictates that the user was interested in the information,
whereas views does not confirm that the user actually read the information or just scrolled past
it. Most importantly, the attendance though not used frequently, will ultimately determine the
success of the campaign. The evaluation tool that will be used to increase feedback for future
planning will be application downloads. This is because all promotional tools directed the target
market toward download the app. The app provides information for the user as well as the
promotional team.
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MASTER BUDGET
The next page encompasses the master budget of this campaign. Expenses have been organized
in the order of the promotional items.
With each promotional tool there are different types of costs:
· SAITSA Resource Cost— a fixed cost for use of existing resources used to carry out the
promotional activities, such as paper and pens. These resource costs are already an
existing part of SAITSA’s budget.
· Venue Cost— a fixed cost of renting space. For SAITSA members, utilization of SAITSA
venues is free.
· Labour Cost— cost of human resources measured in work hours, including: SAITSA staff,
BOD, external people, and volunteers. The amount of labour required is dependent on the
importance of the event or promotional tool.
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Item Cost SAITSA Resource Cost SAITSA Venue Cost SAITSA Labour Board of Directors Labour External Labour Volunteer Labour
Bi-weekly Emails $ 128.00 84 Hours
SAITSA App 448 Hours
Coffee Sleeves $ 1,350.00 3 Hours
Meet Your Board $ 1,885.80 SAITSA Venue Cost 14 Hours 15 Hours 2 Hours
Rack Cards $ 540.00 5 Hours
1-on-1 Mentorship $ 22.00 42 Hours 44 Hours
SAITSA Friendlies Orientation
$ 192.30 SAITSA Resource Cost SAITSA Venue Cost 6 Hours 2 Hours
SAITSA Friendlies Swag $ 4,835.70 19 Hours
Orientation Brand Ambassador
$ 264.70 SAITSA Resource Cost 6 Hours 3 Hours
SAITSA Website 55 Hours
Campaign Bootcamp $ 210.00 SAITSA Resource Cost SAITSA Venue Cost 10 Hours 2 Hours
Chest of Changes $ 40.00 SAITSA Resource Cost 1 Hour 2 Hours 1 Hour
TOTAL $9,468.50 693 Hours 68 Hours 2 Hours 1 Hour
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Each event is important to the success of this comprehensive and coordinated campaign.
Encompassing all events and promotional elements, the total budget of this campaign is
$9,668.50.
The most costly promotional type is the monthly Meet Your Board events and SAITSA Friendlies
swag. The least costly promotional type is the Chest of Changes, as the only cost involves
purchasing the chest.
The total hours of labour required is 764 hours altogether. The majority of labour hours is
associated with SAITSA staff because these are SAITSA run events. To reduce this cost, SAITSA
may look to distributing more labour hours to the Board of Directors, external sources or
volunteers.
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MASTER TIMELINE
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The next page encompasses the master timeline. This is a visual representation of the whole 14
month campaign and when each promotional element is hosted.
This master timeline is a great way to break down the flow of the campaign, which begins in Fall
2016 and finishes in 2017.
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20 7 20 6 SEPT OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT
Bi-Weekly Email
Launch & Update SAITSA
App
Coffee Sleeves
Meet Your Board
Rack Cards
1-on-1 Mentorship
SAITSA Friendlies
Orientation
SAITSA Friendlies Swag
Orientation
Ambassador
SAITSA Website
Campaign Bootcamp
Chest of Changes
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This campaign can be adjusted and scaled as the needs of the student body evolves.
SAITSA Friendlies are a key component to this campaign because they act as advocates to promote the
SAITSA and its BOD. The SAITSA Friendlies Orientation is a key driver as it informs interested stakeholders
to what it means to be a Friendly, how to get connected with SAITSA and the student body, and of the
opportunities SAITSA provides to students.
The effectiveness of providing students with opportunity to connect with their board members lies with the
monthly Meet your Board events. The themed events will attract diverse individuals on a reoccurring basis.
The Campaign Bootcamp provides an opportunity for like-minded students interested in getting involved
with SAITSA to connect with one another. This event will give students information and tools needed to
develop a successful election campaign strategy.
1-on-1 Mentorship is another opportunity which gets students face-to-face with current board members, and
ask questions about leadership and leadership opportunities. The Chest of Changes allows SAITSA to collect
information and feedback directly from the student body.
The use of twelve promotional elements will increase the number of candidates in contention and increase
overall voter turnout. These two benchmarks are the most important to analyze because if it meets our
objectives than we know it was a successful campaign.
FINAL SUMMARY
The campaign emphasizes the use of the picnic table to symbolize community. The main focus of
the campaign is to build confidence in the student body, give them the information and tools
necessary to run for the BOD. The campaign will take place on the SAIT main campus to reach a
diverse range of students.
This campaign will improve the awareness of SAITSA and how it gives students the tremendous
opportunity for personal and professional growth.
Diverse Communications has developed a one of a kind SAITSA Board of Directors campaign
which will accomplish the objectives stated and inspire individuals to be a part of SAITs commu-
nity.
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