NLP Executive Summary

Building Brand Awareness & Driving Donations for the Neighborhood Longhorns Program

Presented by Payton SchrammJanuary 8, 2015

2 Agenda

• Research and

Insights

• Recommendations

• Q&A

3

78%

Of survey respondents had never heard

of the Neighborhood Longhorns Program

4

81%

Of survey respondents were unaware

that the proceeds of BEVO support a non-profit

5 What was our research method?

• Online Qualtrics Survey – 106 respondents

• 82 females

• 24 males

– UT Affiliation

• 71 current students

• 31 UT alumni

• 2 parents of current students

• 1 current UT faculty/staff member

• 1 respondent with no UT affiliation

6 What are people saying?

44% 83%55%

Word of Mouth

Of respondents who

previously knew of the

NLP cited “word of

mouth” as the way

they learned of the org

BEVO Fans

Of respondents stated

they’d be interested in

joining a BEVO fan

club with tiered

membership levels

Photos with BEVO

Of respondents would

be interested in taking

graduation pictures

with BEVO

56%

A Valuable Program

Of respondents

ranked the NLP as

very valuable to the

community

7

RECOMMENDATIONSExecutable ideas to help NLP increase

awareness and boost donations

8

A New Integrated Advertising Campaign

Building an engaging storyline for the NLP

9 How will we approach the campaign?

• Strategic Approach

– Creating cohesive campaign messaging to bridge the NLP, Silver

Spurs, and BEVO

– Uniting each of the campaign executions under one

10 What’s the story?

Campaign Tagline: NLP: Volunteer. Inspire. Educate.

11

TV STATION

PARTNERSHIPSRADIO IN-GAME VIDEO DIGITAL ADS

Where will the campaign be featured?

POSTERS &

BANNERS

12

Social Media Campaign Introducing interactivity to boost awareness

13 Which social media tools should be used?

At 33% Facebook was the

most popular social site

for news

At 16%,

Instagram was a

distant second

Twitter, at 12%,

was third

14

In-Game AnnouncementsIntroducing interactivity to boost awareness

15 Announcements at sporting events

Research shows that of the respondents, awareness of in-game

announcements and interactivity is low. By improving the in-game

announcement experience, attendees will gain more exposure to the NLP.

Of respondents didn’t notice the in-game NLP announcements during UT games

85%


• Current Challenges

– Announcements aren’t always given at opportune times

– Fans are not completely aware of the NLP

– Current announcements lack an interactive element

– Current CTA maybe asking for too high a donation


• Recommendations

– Create a matrix for in-game announcements to maximize visibility and

avoid clutter

– Highlight the children, by featuring more engaging on-field elements

– Feature content showing coaches and players involved with the NLP

18

Revitalizing the BEVO Fan ClubImproving the overall membership experience

19 The BEVO Fan Club

• Current challenges

– One-time, one membership level

– Weak affiliation between BEVO Fan Club and NLP


• Create Different Membership Levels

– BEVO Buckaroo - $10

– BEVO Buddy - $25

– BEVO Spur - $50

– BEVO Handler - $100


• Improve Affiliation with NLP

– Utilize social media campaign

– Promote NLP being BEVO’s non-profit

22

Checkout Charity CampaignUtilizing peripheral purchases

to support the NLP

23 Checkout Charity campaign

By partnering with businesses in the local

community, we are increasing the

likelihood of increased awareness.

70%Of respondents who would

not donate to support BEVO,

said that they would donate

$1 to BEVO if they knew it

supported a non-profit

24 Checkout Charity campaign

University Co-Op

• $1 Bail of Hay

H-E-B

• “Round-up your purchase to support

children in the Neighborhood Longhorn

Program”

Other Partners

• Implement new partnerships

25

BEVO MerchandiseIntroducing a new line of BEVO-ware

26 Introducing new BEVO merchandise

Research and past initiatives show that there is a clear interest in branded

BEVO merchandise. A new campaign can take merchandise to new

heights.

Of respondents would be interested in taking graduation photos with BEVO

83%

27 Introducing new BEVO merchandise

• Past initiatives

– Point of purchase donations

– Partnership with local pasta sauce

– NLP BEVO bags at HEB

• New avenues

– Continuing BEVO bags

– Better connection with ad-

campaign

– Wider variety of merchandise

– Kitchen towels

– Socks

– Ornaments

– Picture frames

– Salt & Pepper shakers

28

Student Organization ActivitiesBoosting On-campus Involvement

29 How to increase student involvement?

63%Choose not to donate

due to financial

restraints, 13% do not

identify with a particular

cause/organization 51%Choose to donate

due to a desire to

be involved in a

group/community

44%Have heard of

NLP through

word of mouth 78%Respondents had not

previously heard of the

Neighborhood Longhorns

Program

30 What’s the approach?

Spread theWord

ActivitySet Up

Activities Attractions

31 Student Organization activities

Field Day

Cook-Off/Bake-Off

35

Community PartnershipsBuilding involvement in the greater

Austin community

36 Community Partnership efforts

37 Projected Awareness Through Targeted Planning

22%2014, Current Status

75%2016, Future Status

53%Increase in awareness in

the next 12 months

38 Internal Recommendations

Quarterly Reports

Studies have shown that a factor

to why people do not donate is

because they are unaware of

how their money is being used.

A quarterly report that provides

financial overview of how money

is being spent and the benefits

that they funds have provided

will help combat this fear factor.

To not overwhelm donors and

NLP staff who are busy, we feel

that quarterly to annual reports

are good check points.

Interns

Interns can provide manpower to complete tasks such as social media postings, event planning/coordinating, and daily tasks.

Number of Interns: 1-2

This person will work closely with the Neighborhood Longhorn Program marketing, events, sponsorship and membership teams to implement events and programs.

CRM Database

This database helps keep track

of new ad returning donors.

Have this database gives NLP

staff address information that

they can use to send mail out

for upcoming donor events and

donation opportunities (Amplify

Austin, NLP Day, Restaurant

partnerships, etc. )

39 What are the potential costs?

Cost Amount Total

Interns $1000 per intern x2$2000 per

semester

40

Questions

NLP Executive Summary

Government & Nonprofit

Transcript of NLP Executive Summary