Lafayette PR
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Transcript of Lafayette PR
““Everybody plays, Everybody plays,
everybody wins”everybody wins”
About LafayetteAbout Lafayette
Lafayette is a small, 12-person, firm dedicated to helping local charities and non-profits achieve their PR goals.
Lafayette Listens
Lafayette is There
Lafayette Cares
Who is the Boys and Girls Who is the Boys and Girls Club?Club?
Respected.Trusted.
Community Building.
Your CommunityYour Community Over two-thirds of children in
Southeast Washington are raised by a single parent.
These children are more likely to live in poverty and to become involved in crime.
But… The Boys and Girls Club
offers hope to this community.
The FactsThe Facts
Children who participate in organized sports are:
More disciplined, Display leadership skills,
and Are less likely to be
involved in crime.
How Will We Reach Them?How Will We Reach Them?
Engage the community on their terms to gain greater understanding of needs and how the Greater Southeast Boys and Girls Club can meet them.
Recognize work already done for the club by committed volunteers and leaders, and reaffirm their commitment to the club and community.
Connect with prominent leaders, role models and respected groups in the community to build visibility.
Turn awareness into action by having families sign their youth up for sports at the Greater Southeast Boys and Girls Club.
Our StrategyOur Strategy
Strategic PlanningStrategic Planning Lafayette approaches strategic
campaign planning with your identity, your best features and your constituency in mind. Your community is your audience, and so Lafayette aims to use only the media outlets that meet the needs and demands of the community.
Encouraging EnrollmentEncouraging Enrollment
Getting people into the facility through organized spectator events.
Using Research Using Research StrategicallyStrategically
We will identify gaps in current area sports programming.
We will pinpoint the sport(s) with the most popularity and community interest, and incorporate a strategic recruitment effort for those sports in initial rollout efforts.
The RolloutThe Rollout
““Recruiting” and “Drafts”Recruiting” and “Drafts”
Bringing in a Washington sports star Bringing in a Washington sports star with a big heart.with a big heart.
ArenasGuzman
Campbell
Strengthening VolunteersStrengthening Volunteers
Lafayette recognizes the extraordinary efforts of volunteers and leaders who support their community. Incentives will be provided to redouble their commitment to the youth and the community.
Your AudiencesYour Audiences
Internal Audiences Committed workers. These are the community coaches,
staff, volunteers and donors at the Greater Southeast Boys and Girls Club.
Committed leaders. These include the members of the Greater Southeast Boys and Girls Club board of directors, as well as supportive public officials, business leaders, corporate donors and members of Washington area professional sports teams.
External Audiences Parents, grandparents and caregivers. This is the
primary audience. Children and adolescents ages 5 to 18. This is the
secondary audience. Coaches, role models and teachers
EvaluationEvaluation
We will evaluate each phase of the campaign by conducting quarterly reviews. By setting initial benchmarks prior to launching the campaign, statistics can be revisited every three months to analyze our progress.
BudgetBudgetMedia
Outreach, $97,500
Market Research, $65,000
Strategic Planning / Rollout, $162,500
Proposed TimelineProposed Timeline
JULY 2008
AUG2008
SEP2008
OCT2008
NOV2008
DEC2008
JAN2009
FEB2009
MAR2009
APR2009
MAY2009
JUN2009
Research
Campaign Development
Campaign SustainingLevel
CampaignLaunch WeekRollout
Campaign Maturity Level
EvalEval
Strategic Planning/Campaign Development
Meet Our TeamMeet Our TeamMarceia CorkCreative Director
•11 years experience•Oversees tv, radio and print campaigns
Alison NagyResearch Associate
•MBA Marketing U. of Chicago•Expertise in research and analysis
Kelly MoronesStrategic Comm. Director
•15 years experience•Specializes in campaigns for community and educational groups
Mayra Lopez-de-VictoriaMedia Associate
•With us since 2002•Directed external affairs for FEMA
Our ClientsOur Clients
Recent Campaigns
Increased local applications for American University’s Kogod School of Business. The YWCA saw attendance in their classes and programs increase by 17 percent after a similar local campaign. Both of these campaigns involved advertising on the Metro system, targeted cable advertising, and various special events.
Record number of food and money donations for a single month. Planned the annual Blue Jeans Ball at the Marriott Wardman Park. Event brought appx. 1,000 donors for a casual dress ball. Event was featured on all four local broadcast news stations and had a Washington Post story on the front page of the Metro section.
““Everybody plays, Everybody plays,
everybody wins”everybody wins”