Big Brother/Big Sister Program of Austin. The Problem In order to properly serve Big Brothers Big...
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Transcript of Big Brother/Big Sister Program of Austin. The Problem In order to properly serve Big Brothers Big...
Big Brother/Big Sister Program of Austin
The Problem
In order to properly serve Big Brothers Big Sisters (BBBS), we must evaluate methodologies, explain the data collected and offer recommendations for future and promotional efforts given the budget constraints.
Agenda
Consider the critical factors Evaluate previous research methodology What does the data tell us? What do we recommend? Conclusion Questions
The Critical Factors
BBBS is a nonprofit organization with limited funds that only allows for small advertising budget.
Its advertising message lacks focus BBBS does not want to spend any more
money on PSAs
The Critical Factors (cont….)
Popular misconception of the type of children enrolled in the program
Poor program portrayal of the Big Brother/Sister role
Insufficient amount of volunteers, specifically male
The Critical Factors (cont….)
In order to properly set goals and evaluate past programs, BBBS commissioned a local research firm to suggest problems and opportunities to the board.
Ineffective overall research methods
The Critical Factors (cont….)
Although public misconceptions were identified through research, the board of directors did not want to change the existent public service announcements.
Evaluation of MethodologyFocus Groups
Strengths Discovers the program’s public perception Offers qualitative information Provides starting point for further research
Evaluation of MethodologyFocus Groups
Limitations: Can not be projected to general population Moderator biases Program’s diversity is not represented accurately
in focus group participants Not enough focus groups conducted
Evaluation of MethodologyTelephone Questionnaire
Strengths: Provides quantitative information on several
subjects Questions well structured Questions arranged in logical order Offers large range of information
Evaluation of MethodologyTelephone Questionnaire
Limitations Respondent external factors (i.e.. Increased wear-out,
absence, multitasking) Facilitator biases Too long Lack of tailoring of survey to respondent Target audience should be better focused- Instead of
random dialing the questionnaire participants, it would be more effective if a screening process were enacted in order to offer more effective
The Story
Data shows the participating kids are incorrectly seen as hoodlums, therefore not desirable.
Perception of Big Brothers and Big Sisters as substitute parents which is contrary to BBBS’s purpose
Contradicting perception of the ideal volunteer as a college student with no spare time
Overestimates concerning the amount of time, money, effort involved
The Story (cont…)
Message is vague, melancholy, lacks focus and a target audience
Cross-sex matching elicited a mixed response. Although most didn’t find a problem with it, matching Big Brothers with Little Sisters received negative reactions and vice versa. Among top concerns were molestation fears and femininity worries.
RecommendationsResearch
Focus Groups Conduct a focus group of current members and
ask for recommendations on how to spark interest in potential volunteers
Develop stricter screening process to ensure a diverse focus group
If budget allows, conduct more focus groups to get a better sample of population
RecommendationsResearch
Survey If budget allows, conduct additional survey
specifically for current members to help form message
Shorten questionnaire with focused questions geared towards issues raised by data illustration
RecommendationsResearch
Additional Research if budget allows In-depth Interviews with Big Brother/Sister and
Little Brother/Sister to generate campaign ideas
RecommendationsPromotion
Message All new PSAs should focus on friendship,
excitement and cheer vs. parenting Reposition kids as kids not criminals Must include a call to action
Tone Not overdramatic No dark appeals such as fear, loneliness, or
sadness
RecommendationsPromotion
Events To reach a large audience, hold events with
sponsors and affiliates to raise awareness of new brand image.
RecommendationsTargeting
Target your messages towards niche markets Participation as part of degree requirements for
education and social work majors Negotiate partnership with teach for America
hopefuls Churches as additional point of contact for
advertising and recruitment Continue corporate sponsorships and develop a
climate of cooperation with their employees
Conclusion
In conclusion, after evaluating BBBS’s current research methods and findings, we suggest a two-fold strategy involving the refinement of current research efforts and launching new, inexpensive techniques in order to collect more conclusive data. With left over budget, the new BBBS campaign should focus on motivation and friendships with an up-beat tone.