Northeastern University Informational & Motivational Objectives for Animal Resuce League of Boston Paper write two types of objecives for Animal Rescue Lea

Northeastern University Informational & Motivational Objectives for Animal Resuce League of Boston Paper write two types of objecives for Animal Rescue League of BostonThere is example of two types of objectives in the attached filethere is also a PPT file concerning the criteria of the objective. The Matt Brown Foundation
PR Plan
Situational Analysis
The Matt Brown Foundation looks to support and assist individuals and families recovering and
living with illnesses or injuries, specifically spinal cord injuries. The foundation aims to raise
charitable funds to support individuals with these conditions through medication, household
accessibility, transportation, and overall better quality of life. Due to his own experience in living
with a spinal cord injury, he sympathizes with individuals in his situation. He knows how lucky
he is with the support he has received and would like to give back to those who are less fortunate
than himself. Due to the recent establishment of the foundation, it lacks strong public awareness
beyond his local community. This includes the Stonehill community, the town of Norwood, and
his personal connections. Students in our COM-311 Public Relations will assist Matt Brown in
the advancement of his recently set up non-profit organization. We will use a combination of
special events, social networking, and word of mouth in order to get his foundation off the
ground.
Publics
Internal:
● Board members
● Foundation staff
● Family members
● Regular Donors & Supporters
● Regular Volunteers
External:
● Friends of Matt Brown
● Residents of Norwood
● Families and friends of anyone with a spinal cord injury or chronic illness/disease
● Stonehill College students, alumni, faculty, staff, parents
● Local Sports Teams:
○ Red Sox
○ Boston Bruins
○ New England Patriots
○ New England Revolution
● Local Businesses (specifically Norwood)
● High-income families throughout the geographic market
● Local Hospitals, Doctors / Specialists
● Physical Therapy and Rehabilitation Centers
● Spinal Cord Injury Equipment Retailers
● Other Foundations
● High School & College Hockey & local leagues, players, coaches, parents
● Specific Celebrities for endorsements, tournaments, and fundraisers
○ Comedians, sports figures, etc.
● Fans of his book
Media:
● Stonehill
○ The Summit newspaper
○ Stonehill social media channels (via the SM director)
○ SkyNews TV channel
○ Radio station
● Norwood Media
○ Norwood Bulletin
○ Norwood Record
○ The Enterprise (Brockton)
○ The Boston Globe
○ The Boston Herald
○ The Patriot Ledger
● Radio/Podcasts/Blogs (w/ emphasis on Hockey)
○ Sports stations
○ Spittin’ Chiclets
○ Barstool
○ Stonehill radio station
● T.V.
○ NBC Boston – Channel 10
○ Boston 25 – Fox News
○ WHDH TV News 7 Boston
○ WCVB 5 ABC
○ CBS Channel 4 Boston
○ NECN
○ NESN
Geographic Markets
● Primary:
○ Norwood
○ Stonehill College
● Secondary
○ Boston
○ Westwood
○ Walpole
○ Easton
○ Falmouth
○ Brockton
○ Canton
○ Stoughton
○ Weymouth
○ Bridgewater
○ Dedham
● Tertiary:
○ New England
○ Book stores
Objectives—to be attained by May 31, 2021:
Informational
● To increase awareness about The Matt Brown Foundation and its mission among
all audiences by 65% of the primary audience (20,000) + 2% of the secondary
audience (20,000) = 40,000 people.
○ Primary audience population = over 31,000
○ Secondary audience population = over 1,000,000
● To educate all audiences about the Matt Brown Foundations’ needs, including a
need for volunteers, interns, corporate sponsorship, and donors by 50% of those
made aware (40,000) = 20,000.
● To educate all audiences about future events/benefits by 70% of those made
aware (40,000) = 28,000.
Motivational
● To create a platform for accepting personal donations that can connect to the
website and social media pages and reach $5,000
● To attain 5 business sponsors at a minimum of $500 each to raise at least $2,500
● To create social media following:
○ To create an Instagram following of 500
○ To create a Twitter following of 500
○ To create a Facebook foundation page with a following of 20,000 (half of
the followers from the “Pray for Matt Brown #3” page)
○ To create 10 videos on YouTube to provide the public with more
information about Matt Brown’s story and previews of his talks at schools,
camps, etc.
● To set a foundation of regular volunteers/interns of 6
● To develop the website for the foundation that provides informational content for
potential sponsors, donors, volunteers, etc.
● To create a contact list for volunteers of at least 50
● To develop 2-3 fundraising initiatives
○ To schedule and communicate with 36 celebrities for golf tournament
○ To secure/book venues for the two comedy nights and golf tournament
○ To create one event on the Stonehill College with an attendance of at least
150
● To take part in 2-4 existing marathons/races with a team
● To schedule 4-6 book signings and/or talks at schools, businesses, camps, etc.
● To gain more popularity with youth hockey teams in the community
Matt’s Event Ideas:
● Boston Marathon
● Falmouth Road Race
● Golf Tournament
● Comedy Night
Strategies / Tactics
•
Create a Public Relations Campaign to increase awareness of the informational
objectives for the Matt Brown Foundation and the opportunities to increase education of
the Foundation and its mission to all audiences.
○ Write a Press Release about the development of a newly established non-profit
foundation in order to support those with various illnesses and injuries. (EMMA)
■ Including the mission statement, why the foundation was established, what
their needs are, etc.
■ Include information about future events to support the foundation
■ Promote volunteer opportunities
■ Include information about the newly established website and social media
accounts on Instagram, Facebook, and Twitter
○ Create a Media List
Put into an excel spreadsheet & Do a separate tab for event postings (JOHN)
● NBC Boston
○ Tel: Main- 617-630-5000, News Tips- 617-630-5025
○ Address: WBTS-TV – 189 B St., Needham, MA 02494
● Boston 25 Fox News
○ Tel: (781) 467-2525
○ Address: 25 Fox Dr., Dedham, MA 02026
● News 7 Boston (WHDH):
○ Tel: (800) 280-8477
○ Email: viewer_news@whdh.com
○ Address: 7 Bulfinch Pl., Boston, MA 02114
● WCVB News Channel 5:
○ Tel: (781) 449-0400
○ Email: newsroom@wcvb.com
○ Address: 5 Tv Pl., Needham, MA 02494
● The Summit
○ Faculty Moderator- Maureen Boyle
○ Email: thesummit@stonehill.edu
○ Stonehill College 320 Washington St. Easton, MA 02357
● Norwood Bulletin:
○ Maureen Sullivan (phone): 781-433-8226 (email):
msullivan@wickedlocal.com
○ Email: norwood@wickedlocal.com
○ Address: 1 Speen St., Suite 200, Framingham, MA 01701
● Norwood Record:
○ Tel: (781) 769-1725 / Fax: (781) 501-5611
○ Email: news@norwoodrecord.com
○ Address: 661 Washington Street, Ste. 202
○ Norwood, MA 02062
● The Enterprise:
○ Tel: (508) 427-4000
○ Email: newsroom@enterprisenews.com
○ Address: 1324 Belmont St., #102 Brockton, MA 02301
● The Boston Globe:
○ Tel: (617) 929-7400
○ Email: newstip@globe.com
○ Address: 1 Exchange Pl., Boston, MA 02109
● Boston Herald:
○ Tel: (617) 426-3000
○ Email: kcorrado@medianewsgroup.com
○ Address: 100 Grossman Dr., Braintree, MA 02184
● The Patriot Ledger:
○ Tel: (617) 786-7000
○ Email: newsroom@patriotledger.com
○ 2 Adams Pl., Quincy, MA 02169
● CBS Channel 4 Boston:
○ Tel: (617) 787-7070
○ Email: wbzcallforaction@cbs.com
○ Address: 1170 Soldiers Field, Boston, MA 02134
● NECN:
○ Tel: (617) 630-5000
○ Address: 189 B St., Needham, MA 02494
● NESN:
○ Tel: (617) 536-9233
○ Email: nesncomhelp@nesn.com
Address: 480 Arsenal St., #1 Watertown, MA 02497
○
○ BEFORE EVENTS: Create Calendar listings / Post Events
(Create a TEMPLATE of a Calendar Listing for the Comedy Show) (MEGHAN)
■ Send to:
o Local news outlets (television, radio, and newspaper)
o Local businesses and potential corporate sponsors
o All Local CALENDAR/EVENT listings online
o Social media outlets
○ AFTER EVENTS: Create Publicity Photos from events:
(Create a TEMPLATE of a Publicity Photo from Boston Marathon) (MEGHAN)
■ Photos tied to the Brown Family
■ Photos of Matt Brown and his story
■ Send to media list & post on social media
○
○ Create a Radio PSA about the foundation (30 sec and 15 sec.) (EMMA)
■ Emphasize the need for monetary donations
■ Need for volunteers
■ Need for publicity and attention
■ Mention the mission statement for the foundation
○
○ Set up and Conduct Interviews
■ For local news outlets (newspaper, television, radio, etc.)
■ Give background material on the establishment of a new foundation, the
mission, and the need for monetary donations
○
○ Create a monthly enewsletter – once foundation basics are established
•
Create a Website to inform and educate the target audiences about the Matt Brown
Foundation, its mission, and how to give monetary donations.
(www.MattBrownFoundation.com) Website is already being built – we can provide input
○ Updates on future events
○ Book signings / Talks
○ Foundational events to raise money (comedy night, auction, golf tournament, etc.)
○ List opportunities for the audience to get involved, including:
■ Donations
■ Registering for events
■ Reading articles on the website
■ Interacting with the website
○ Add pictures of / links to…
■ Pictures of Matt Brown
■ Where to donate
○ How to register for future events
■ Link to Matt Brown’s book
■ Links to newscasts done with Matt Brown
What does the website need?
HOME
MBF Mission
Who is
Matt
Brown
Events
News and Get
Matt’s
Media
Involved Book
Coverage Donate
Contact
Us
Home:
•
Social media tabs: Use icons in the top right corner (for Instagram, Twitter, and
Facebook)
• Donate tab: In the top right corner
Get Involved/ Support / Donate: (GROUP)
•
List opportunities for the audience to Get Involved, including:
o how to donate
o how to be a sponsor/partner
• Partners / Sponors recognized on this page
o how to volunteer/apply to intern,
o how to register for events
o sign up for an email list to get informed on opportunities
Our Mission:
● Help others because of the support you’ve gotten
Events:
● Pictures from past events (highlight celebrities, testimonials from people who
have helped), calendar of events
○ Updates on future events
■ Book signings
■ Talks
■ Foundational events to raise money
(comedy night, auction, golf tournament, etc.)
○ Add pictures of / links to…
■ Pictures of Matt Brown
■ Where to donate
○ How to register for future events
■ Link to Matt Brown’s book
■ Links to newscasts done with Matt Brown
New Media and Coverage page:
•
Stories that were in the press/news and links to his YouTube videos from his
talks
Book Page:
● Excerpt from forward?
● How many sold
● Book signings
•
Add to the following Social Media sites to increase community connections and
engagement among all audiences through the promotion of the foundation and its events
through frequent postings. (Janelle)
○ Instagram
■ Pictures of who Matt Brown is along with his story
■ Spotlight posts on donors/celebrities/those with illnesses and injuries to
provoke donations from others
■ Images promoting upcoming events
■ Images from the events with a recap of the event
○ Twitter
■ Tweet at sports teams
■ Tweet about upcoming events and how to register for them
■ Tweet links to donate
○ Facebook
■ Images of Matt Brown
■ Post full story of Matt Brown’s accident
■ Post the inspiration for the emergence of the foundation
○ YouTube
■ Put up videos from talks given about the foundation and about the book
■ Collab with official Stonehill College social media sites to obtain a greater
following among students, faculty, and staff.
•
Utilize Direct Marketing to promote partnerships and sponsorships with local and
corporate businesses and the Stonehill College community, as well as generate interest to
the primary and 2% of the secondary target audience.
○ Create a Sponsor Package (and put on web site) to solicit local corporate
sponsors (KYLE)
■ Obtain at least 5 sponsorships to amount to at least $2,500 in donations
■ Partner with local businesses as charitable partners for potential event
venues
○ Create a volunteer group of Stonehill students to generate publicity on campus
■ Generate interest in the foundation through Info. / Exhibit Booth
o Could be set up at Stonehill College during an activities period or in
a local town to spread the word about the foundation
o Can help generate traffic to the foundation’s website, which could
lead to an increase in donations
o Set up flyers and posters on the booth about various aspects of the
foundation, upcoming events, needs, etc.
o Demonstrates why it is important to donate this cause
■ Generate flyers with information and important dates for upcoming events
both on and off campus, as well as a link to the website for more
information on how to be involved off campus
■ Post promos on Stonehill social media
○ Primary and Secondary Audiences
■ Promotional Items (T-shirts/gear)
● Use some funds to generate shirts / gear that all audiences can
purchase to spread the word of the foundation and to wear while
volunteering What would this look like?
■ Generate flyers with information and important dates for upcoming events,
as well as a link to the website for more information
•
Utilize Event Planning to gain attention and interest in the Matt Brown Foundation
through active participation through at least 2 to 3 fundraising initiatives to raise
monetary donations by the end of 2021.
○ Host an event on Stonehill Campus (ALEXIS)
■ Generate interest in the foundation through an event held on campus
(comedy night, book signing/talk, hockey game) – Any ideas for details?
(timing, what it would be / have?)
■ MBF Hockey Game (at Stonehill?) with BBQ??
● Various teams face-off with one another and the winner wins a
cash prize that is donated to a charity
● Promotion:
○ Someone could create social media posts & a flier for this
○ Host a Comedy Night event with the appearance of a few celebrities to raise
the foundation’s publicity among all audiences
■ Corporations and local businesses, as well as select celebrities, would
receive individual invitations to attend
■ Corporations and local businesses could sponsor the event
■ Members would purchase tickets to attend the banquet
When? Where? Comedians? Celebs? Ideas? – someone could work on this
○ Golf Tournament with 36 celebrities, followed by a silent auction and dinner
after the tournament
■ All proceeds would go to the foundation
■ All audiences could sign up for the tournament
■ Celebrities would receive individual invitations to attend & headline event
■ Those who did not participate in the tournament could buy tickets to only
attend the silent auction and dinner
•
Create Promotions/Contests to gain attention and interest in the Matt Brown Foundation
through monetary donations to help others suffering from serious illnesses and injuries
through medication, equipment, transportation needs, and more.
○ Celebrity Appearances
■ Have various celebrities attend events intended to raise money for the
foundation, more specifically participate in an annual golf tournament
■ Promotion:
■ All social media platforms
● Promotional videos
● Announcements on the website
○ WHAT if you made the “SOCIAL MEDIA CONTEST” you talked about into
A Contest Among Stonehill students instead??? (JANELLE)
Could introduce at Stonehill event
■ Whoever collects the most monetary donations or does the most ???
will win tickets to a Matt Brown affiliated event (comedy night, golf
tournament, Bruins game), a gift certificate to a local restaurant, (which
will be acquired through a business sponsorship), foundational gear, and
possibly including a signed copy of his book.
o Bruins Contest
▪ At the start of the big announcement of the foundation and all the events
planned, the foundation can hold a contest and event with the Bruins. This
would involve time and effort in planning with the Bruins organization and
TD Garden to reach the hockey and Boston community.
▪ To enter this contest, the foundation can make a link that has various tasks
people can do to earn more points that give them more chances to win.
• Work with the Bruins to create a contest to win an all-expense paid
fan experience package.
● VIP box experience seating to a game
● a custom hockey jersey for the winners
● tour of the locker room
● photo op with the players, get signatures
● be on the ice for the pre-game ceremony where they
will be introduced to the crowd.
• Both the Bruins and The Matt Brown Foundation will share this
contest on their social media
o The Bruins hold 50/50 fundraisers for various organizations throughout the
season, and this would be an easy opportunity for the foundation to earn
money, reach the hockey community, and create awareness for their initiatives
and goals. When the winner from the contest goes onto the ice for the pregame ceremony, this is when information about the foundation can be said to
the crowd and announce what the 50/50 is for.
o Norwood Hockey Skills Summer Camp: (KAT & CELINE)
Someone could create fliers, social media posts for this
○ Work with Norwood Nuggets and Youth Athletic Programs
■ With Matt and his own personal connections with high school and
college peers who are former players, along with the Foundation’s
connections with the Boston Bruins Foundation, former and current
NHL players, and local news stations, there would be plenty of
willing, committed, experienced, and even professional former and
current hockey players to run the camp and mentor the children.
■ 5 days long—Monday through Friday
■ Each day would focus on practicing and enhancing a particular skill.
● passing, dribbling, shooting, etc.
■ Each day will be broken down into first, working on skills
individually, then in small groups, and finally, in a scrimmage.
■ The mentors running the camp will coach and assist the players in
practicing these various skills by offering techniques, dos and don’ts,
and helpful advice and stories.
○ Great to raise awareness among youth and their parents
○ All proceeds going directly to the Foundation.
○ Sign-up fee of $200 for the week, with a cap of 50 children.
○ There will also be an option to rent equipment, which will charge for the
equipment itself and then an additional $10 that will go towards the MBF.
○ The kids will be able to bring their own lunch or can pay an additional $50 to
get lunch provided for the week.
○ There will also be merchandise available to order throughout the week such as
shirts, sweatshirts, hats, and signed hockey sticks and pucks.
○ All of the proceeds of the sales will also go directly towards The Matt Brown
Foundation.
Evaluation:
•
Public Relations (Emma and John??)
o Measure message exposure / Gross media impressions
o Collect all news articles concerning the foundation in local newspapers and websites
o Analyze the types of stories
o Measurement audience awareness, attitudes/opinions before, during, after campaign
○ % difference (consider variables)
○ Obtained by Survey – Face to face or via email (see next page)
•
○ Survey questions
o How did you find out about The Matt Brown Foundation?
o Why did you decide to come?
o How did you hear about The Matt Brown Foundation?
o Did you come to the camp with other people?
o Would you attend this camp again?
o Why would you recommend / not recommend the camp to others?
o How could the event be improved?
o Would you be interested in volunteering?
o Analyze types of stories
Press Release
o
o
o
o
o
o
•
•
Track local news outlets that pick up the press release and share it, collect articles
Track shares of the press release on various social media websites
Increase in we…
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