Team Clubs Campaign Plan

a. Executive Summary: We hosted the 6th annual Make Par for PR golf tournament on
April 11th, 2015 at 1:30 in the afternoon. This plan includes background information on
the golf tournament as well as PRSSA. A SWOT analysis, our target demographics, our
goals and objectives, message themes, specific deadlines, methods for evaluation and our
budget.
b. Environmental Assessment:
1) The Public Relations Student Society of America (PRSSA) is the foremost
organization for students interested in public relations and communications. We
seek to advance the public relations profession by nurturing generations of future
professionals. We advocate rigorous academic standards for public relations
education, the highest ethical principles and diversity in the profession. (PRSSA
Website). In the UNCP PRSSA Chapter, activities range from on campus
promotions for the group as well as community promotions for fundraising
events. The largest fundraising event the chapter hosts is a golf tournament
called Make Par for PR.
2) SWOT Analysis
Strengths

Documents from previous years gave a strong guideline

for the golf tournament

All members had a basic understanding of how to develop

a campaigns plan, thanks to the Public Relations Media
course

Previous sponsors will donate again this year such as

Angie Taylor.

Previous players that attend the golf tournament every

year will attend this years golf tournament.

We have individuals in our personal network who are

assets in the success of the golf tournament this helped
us recruit players and sponsors.

We have new committee members who offered a fresh

perspective that may help to improve the golf
tournament.

Greater accessibility to other committee members; we will

meet 2 days each week.

Weaknesses

Committee members who were inexperienced have

never been a part of planning a golf tournament
before.

PRSSA is currently operating on a tight budget; it is

important to assess what we need ahead of time and
budget where we can.

Opportunities

New sponsors

New players

Golf Tournament Campaign was in PR Campaigns class

therefore committee members could dedicate more
time to the event.

Threats

Not sure about PRSSA Member involvement; there are

not a lot of current PRSSA members.

Very limited time to plan only having one semester to

plan event.

Inclement weather have plan in place in case of rain

and refund clause in contract from golf course.

Golf course is farther away from Pembroke Community.

c. Target Audiences:
1. Golfers (returning players and new players)
2. Sponsors
3. UNCP faculty
4. UNCP administrators
5. Local business owners
6. High School golf teams
7. UNCP golf team
8. Family and friends
9. PRSSA Chapters

10. Ourselves
d. Goals and Objectives:
Goal: Increase Net Revenue
Objective: Make a new profit of $3,000 for PRSSA
Strategy 1: Retain existing players
Tactic: Contact necessary existing players by phone
Tactic: Contact necessary existing player by email
Tactic: Contact necessary existing players through face-to-face communication
Tactic: Mail necessary existing players a copy of the brochure
Strategy 2: Recruit more players
Tactic: Encourage existing players to bring a friend
Tactic: Email solicitation letter to possible players by List-Serv (targeting, students, staff,
and faculty)
Tactic: Heavy promotion on social media networks (Facebook, Twitter, Instagram,
Newspapers)
Tactic: Handing out brochures to possible players
Tactic: Promotion at the Cypress Lakes Golf course
Strategy 3: Retain existing sponsors
Tactic: Send out letters of solicitation to existing sponsors (including brochure)
Tactic: Personal visits for major sponsors $150 and above (providing solicitation letter
and brochure)
Tactic: Follow up with email to those sponsors who have not donated yet
Tactic: Follow up with phone to those sponsors who have not donated yet
Tactic: Follow up with face-to-face communication to those sponsors who have not
donated yet
Strategy 4: Recruit new sponsors
Tactic: Personal visits with businesses in surrounding areas
Tactic: Follow up with newly interested sponsors through email
Tactic: Follow up with newly interested sponsors with a phone call
e. Message Themes:
f. Specific Tactics/Deadlines/Resources needed (people, equipment, etc.)

Event Date: April 11th, 2015

January 13th January 22nd (Research)
January 23rd April 6th (Planning)
April 6th April 11th (Implementation)
April 12th April 30th (Evaluation)
Research:
January 13th January 22nd: Look for contracts from last year, solicitation guidelines,
contacting courses.
Planning:
February 5: Complete brochure for print and online.
February 10th March 14th: Find sponsors/donations, teams, donations for food,
beverages, prizes, and things collected for goody bags from sponsors and donors. Gold
and Silver Sponsorship Deadline: March 14th.
March 31st April 3rd: Collect all sponsor/donations and team forms, have sponsor signs
printed, print program with recognition and special thanks, make cards for golf carts with
sponsor recognition and special thanks, banners printed, finalize all food, beverage and
prize items. Bronze and other contributions due: April 6th.
April 6th April 10th: Plan and organize for the event, put goody bags together.
Implement:
April 10th April 11th: Show up at the event and participate, help set tables, place golf cart
sponsor cards on cart windows, place goodie bags in golf carts, register teams, do
whatever the Golf Pro asks us to do to help him organize, pay Cypress Lakes player fees,
clean-up; stay to leave everything like we find it.
Evaluation:
April 12th- April 30th: Count money and celebrate, send thank you cards to everyone that
helped make it a success.
g. Methods for Evaluation:
Golfer Survey:

Short, closing ceremony surveys or Email surveys (Email surveys worked poorly
previously)
How did you enjoy the golf tournament? 1-5 scale
What would you do to improve any future golf tournaments?
Would you attend another golf tournament put on by UNCP PRSSA? Why
or why not?

Comment Section
Tournament worker surveys:
What could we do to improve future tournaments?
Statistical comparisons:
How much money was made?
How many attended?
How much was donated?
Committee member surveys:
What did we do well?
What should we do differently next time?
Committee discussion:
Discuss the overview of our event and point out its flaws.

h. Budget:
Beginning PRSSA Fund: $900
Promotional Expenses:

Shirts: $150

Ads: $200

Total Promotional Expenses: $350

Prize Expenses:

Medals: $50
UNCP Merchandise $100
Prizes: $50

Total Prize Expenses: $200

Golf Tournament Expenses:

Food: $100
Price per player (30 players at 36 per player): $1080

Total Golf Tournament Expenses: $1180

Total Expenses: $1730