Circle K International: Increase Membership

Shannon Murphy

Circle KCircle K International is the largest international

community service and leadership organization.They are affiliated with the Kiwanis Club and

each CKI club has a sponsor club.

Benefit to ClientLarger membership in our clubMore help with projects and fundraisersOfficers to delegate other tasks toEstablish a known club on campus

Table of ContentsLevel SetStrategyMedia PlanMedia DetailsSummaryNext Steps

Level Set Circle K is a new community service club on campus and we are

looking to expand membership Circle K International Membership Goal – Establish a club that is well known on campus and

increase the number of members Measurement of success- The number of attendees that we

have and how many projects we complete. Target- Lasell College students interested in community service/

former Key Club members Budget- $100 Timing – October 12- December 15th

StrategyI will reach out to the Lasell Community to

encourage them to get involved in Circle K, even if it just means to go on our service trips and not all meetings.

Lasell is a very service based school, finding students with similar views and a passion for community service

Show how we stand out and differ from other service clubs on campus

Justify StrategyCircle K is the premier collegiate community

service and leadership development in the world.

There are over 13,770 members in 17 nationsCircle K is the college equivalent to Key Club and

Kiwanis Club.

Partners

Media PlanMedia Outlines

October November December

Broadcast ----- -----

OOH ----- ----- -----

Mobile ----- ----- -----

Direct ----- ------ ------

Social ----- -----

Media Execution TimelineDate

October 12 October 31 November 4th November 20th

December 5th

Project First Meeting Halloween Grams Kiwanis Silent Auction Volunteer at Food Bank KPTI Day

Media Details

BroadcastStrategy

Use the Lasell College Radio station to reach students

Tactic Use the radio station to

create ads for events and projects we are hosting.

Play the ads on the station for listeners at home and in Valentine Dining Hall

JustificationLasell College Radio reaches hundreds of Lasell

students a day by broadcasting through the dining hall

OOHStrategy

Fliers throughout the buildings on campus

Tactic Create posters that stand

out and are appealing and post them throughout the buildings on campus

Post the fliers in the CCBL

JustificationThe Center for Community Based

Learning is the main place that students go when looking for service projects to do. Our club advisor, Sharyn Lowenstein is based in the CCBL.

DigitalStrategy

Create profiles on several social media outlets.

Tactic Delegate a member to be

the Social Media Chair and have them create and post on various social media outlets to get the word out for club meetings and events

JustificationThrough posting on social media, that will give

us our owned media and an opportunity to reach other audiences. It also gives an opportunity for earned media if members or others share the photos we post. This is a way to get the word out about different projects we are doing.

Direct/DemandStrategy

Word of Mouth contests

Tactic Create a contest for

members to bring the most friends with them to two consistent meetings. Winner gets a gift card.

Encourage friends to come to the meetings as an officer

JustificationPeople will get their friends to come to a

meeting if it means that there is a prize involved. The member that brings in the most friends to a meeting will win a gift card.

MobileStrategy

Send reminder texts to members.

Tactic Create a group chat for

all active members and send out a reminder text before the meetings

JustificationCollege students spend most of their time on

their phones. If it is a direct text message they are more likely to read it right away and even get back to us.

SocialStrategy

Host an off campus service trip

Tactic Spend a day at a food

bank, shelter, etc. to build a bond between club members to keep them in the club

JustificationMembers will be more likely to come back and

stay in the club if they have had a good experience and feel that their time is being used properly. Volunteering and using time to bond with one another will keep members happy and interested in the club.

SearchStrategy

Purchase an ad spot on Google search

Tactics Have the Lasell Circle K

page come up when key words are searched

“Circle K” “Lasell” “Community” “Service” “Leadership”

JustificationWhen the key words are typed into Google, the

Lasell Circle K Facebook page will be the first thing on the list giving people the opportunity to make us their first consideration when thinking of doing service projects.

Guerilla Strategy

Offer rewards for going to meetings

Tactics Offer discount on DCON if

you have perfect meeting attendance

Hand out “scratch tickets” and the winners will need to go to a meeting in order to get their prize

JustificationPeople will attend the meeting if it meant that

they were going to win a prize. In order to get them to come back, have a fun service project during that meeting and ask them to fill out a survey.

Multi Step Marketing

JustificationIron Mountain Blogs says to “Use more than one

communication channel” in order to have a successful Multi-step Marketing campaign

Content MarketingStrategy

Create a video on why to join the club

Tactics Use video that is shared

on the Facebook pages about the club

Showcase the projects our club has done, our affiliation with the Kiwanis Club, and the member experiences.

JustificationSome people are hesitant to join clubs because

it can be seen as “uncool”. Showing a video on the club members and what we do will inspire people with similar interests to join the club.

Marketing AutomationStrategy

Send emails to people who have signed up for the club

Tactics Include a link to Orgsync Send the email again to

those who didn’t click Send a last chance and

remove those who didn't’t click from the email list

Send a different invite to meetings to those who signed up

JustificationStudents who are not interested in the club will

be irritated with getting emails from the club once are twice a week. With marketing automation, we will be able to target the members who are interested and remove those who are not from the email list.

Paid, Earned, & OwnedStrategy

Paid- Video and Google Search

Earned – Shares, Likes Owned- - Instagram and

Facebook posts

Tactics Create a video and post it

on all of our social media outlets.

Post our events, contests, and projects and encourage our friends to share it in order to get others involved

Owned

Paid

Earned

JustificationThis connects with some of the other media

details. Earned and owned media will be used more often. Earned media is a good way for other members of the Lasell community to see what we are doing and it gives them a chance to get involved if it is something interesting to them.

Inbound MarketingStrategy

Draw potential members in though social media posts

Tactic Post in the Facebook

groups about meeting times and what we are planning on doing for the meeting.

Include photos of service projects we are doing that day.

JustificationStudents are more likely to make the first step to

join the club if it is easily accessible to them. If they can visualize the service projects that we are doing and relate to them they will make the move to come to a meeting.

EventsHalloween Candy GramsKPTI DayRelay for Life Hair-CutAthon

Campaign effectivenessHolding a contest for current members to bring

in their friends will be most effective.I will gave a gift card to Starbucks to the

member that recruits the most of their friends.

Media Plan Summary

SummaryUsing various on campus sources such as the

CCBL, Orgsync, and OSA we will increase our membership and member dedication to the club. With this, we will also be able to complete more service trips and projects to help better our community.

Media Plan Next Steps

Next StepsAttend the Spring Activities FairUse Marketing Automation to gain membersPost fliersHold weekly meetings

Thank you