Big Brothers Big Sisters

By: Liana Foreman, Rupinder Kaur, Shane Sunquist, Emilee Richter, Erica Eytalis, Adam Scanlan and Nicole Rouleau

Situation Analysis

Background100 years of historyRelationshipsVolunteeringMakes difference

ResearchInterviewSurveyWeb research

SWOTStrengthsWeaknessesOpportunitiesThreats

CompetitionUnited wayGrowthTarget marketCurrent advertisingPublic relations and promotion

Current VolunteersFemale majority

Why to choose? Have so many opportunities…

Review of program“It gives you a reason to think that someone

is waiting for you” by Alicia Lierman“Makes you feel more mature” by Kayleigh

Miller

Target Audience&

Objectives

Primary Target MarketMales especially African

Americans/Minorities to volunteer as Bigs

College students as Bigs and Volunteers

Volunteer age range from 20-35 years of age.

Profile of Target AudienceWaukesha CountyMilwaukee areaTry to recruit more girls than boys as littles.

Boys are 75% of littles already Those who may be picked by school

counselor‘Troubled’ kidsDiversity

Secondary Target MarketBaby Boomers and Empty Nesters as Bigs

Single or adult couples who have no kids

Active adults

Awareness Objective10% increase of Minority or African

Americans males as Bigs

Also increase the awareness by good advertising and creating curiosity to our target audience

Knowledge ObjectiveIncrease the knowledge about our object in

the Waukesha and Milwaukee area.

20% increase on knowledge of Big Brothers Big Sisters towards College students

Liking ObjectiveIncrease on those who are aware of our

product and show them the benefitsDiscountsPleasure of helping someone

Preference ObjectiveIncrease the easiness of accessibility to and

from the organizationNumber one problem why those don’t follow

through with volunteeringVans or Car Pool

Conviction ObjectiveInform those who are interested in the

discounts some places volunteer if they bring a little with them.

Compare and Contrast with competition (United Way)

Purchase ObjectiveHave those interested actually volunteer and

follow through on becoming a Big and volunteering.

Let them first observe how it would be like as Big by watching someone else.

StrategiesBunch of basketballs that are people that

have the logo and website in yellowCreate awarenessFill in the piece to a little kids life

Positioning StrategyDifference: Creating curiosity of our programBenefit: Looks good on the resume. Provide

Littles with Bigs with good education and knowledge about the world.

Key Attributes: those who are bigs are usually College professors and college grads.

Key Strategic ApproachFlyers in schools, billboards and MagazinesLead people to websiteCreate curiosity

Campaign SloganBe Someone’s missing piece

Image DesiredHelp those who aren’t as fortunateThe pleasure one gets with just being with a

child an hour a day.

Flow Chart and Effectiveness

Compare numbers of volunteers

Inquire as to where volunteers heard about BBBS

Observe methods used to contact BBBS

Creative strategy Basics•Theme-simple•What these % mean•How this will attract volunteers•Awareness•Young African-American males

Attracting the 20-35 yr old males• Flyer• E-mail blast

Attracting the 20-35 yr old males, cont.BasketballsRadio

Direct Mail

Facebook Ad

http://www.bbbs.org/site/c.diJKKYPLJvH/b.1539781/k.4319/Mentors__The_Largest_Youth_Mentoring_Programs_from_Big_Brothers