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A Digital Media Strategy


for St. Bede Academy

ig

Jenna Beadle
Zoe Clemmons
Alison Engstrom
Allie Keck
Miranda Pietschman
Olivia Smith

Digital
Deja Vu
Tom McGunnigal & Julia Yaklich
24 W. US HWY 6
Peru, IL. 61354

Dear Ms. Yaklich and Mr. McGunnigal,


Thank you for your interest in Digital Deja Vu, an innovative, revolutionary public relations
firm that specializes in digital delivery. Enclosed in this book, you will find a public relations
campaign for St. Bede Academy. You previously expressed a need to reach alumni from Generation
X and Millennials, so we created this plan based on your request.
The purpose of our plan is to utilize digital media and campus relations to better engage these
alumni, as well as current students, with the Academy. This plan has three broad objectives.
They are as listed below:
Increase Generation X and Millennial alumni engagement on media platforms within the next
fiscal year by 60%.
Get 75% of current upperclassmen involved in future alumni activities by April 2016.
Increase alumni donations from Generation X and Millennials by 15% by the next fiscal year.
This plan includes several tactics for you to implement to better reach your target audiences.
You will find these laid out in the following pages.
This plan will be enacted within a budget of $8558.41 - $18,558.41 (please see pages 20-23).
If you have any questions about the enclosed campaign, please contact our team at any time. We
look forward to meeting with you again to further discuss the implementation of this plan.
We sincerely thank you for your time and consideration of our firm and the campaign plan we
have outlined for you in the following pages. It was an honor to create this plan for St. Bede
Academy and we look forward to working together in the future.
Sincerely,
The Digital Deja Vu Team
Miranda Pietschman
Account Executive

Olivia Smith
Project Manager

Alison Engstrom
Graphic Designer

Allie Keck
Message Designer

Jenna Beadle
Social Media Guru

Zoe Clemmons
Creative Consultant

Letter of Transmittal

November 17, 2015

Digital
Deja Vu
Table of Contents

Executive summary...........................................................1
Research..........................................................................

Why Research?.........................................................2

Situation Analysis....................................................3

Research Questions and Methods.............................4

Swot Analysis..........................................................5

Key Research Findings...........................................6-9

Target Audience.....................................................10

Key Message Platform.............................................11
FAQs and Prepared Responses..........................12
Objectives......................................................................13
Planning................................................................... 14-16
Evaluation................................................................17-19
Budget.....................................................................20-23
Time line.......................................................................24
Tactic Resources..............................................................

Appendix A.............................................................25

Appendix B........................................................26-27

Appendix C........................................................28-29

Appendix D............................................................30

Appendix E.........................................................31-32

Appendix F.........................................................33-34

Appendix G........................................................35-38
References....................................................................39

Digital
Deja Vu

For this reason, Digital Deja Vu felt it was necessary to launch St. Bede Academy full
force into the digital era. St. Bede Academy presented a problem to our firm: the necessity for an updated digital plan to reconnect with alumni. Throughout the following pages, you will find the outline of our public relations campaign that details a strategic plan
for digital implementation. This plan is supported by campus relations and donor relations
to ensure continuous engagement with St. Bede graduates over their lifetime.
Our main objective is to increase media engagement with alumni from Generation X and
Millennials. A website redesign is an essential piece to achieving this objective. A new
website that encourages interactivity and ease of information location will allow our
target audiences to easily engage with St. Bede. A second essential piece is use of our
social media interns/ambassadors. These students will ensure consistent updates to St.
Bedes social media. Regularly updating the Academys pages is necessary to encourage
and maintain long-term engagement.
A secondary objective is to get 75% of current upperclassmen involved in future alumni
activities. Digital Deja Vu developed the outline for a new club entitled Always
Bruin. This organization will encourage upperclassmen to join the alumni association
long before they graduate--ensuring they keep in contact with the Academy. Additionally, a key piece of this club is the mentorship program between upperclassmen and alumni of
St. Bede. This will not only encourage future alumni to stay involved with the school,
but it will encourage current alumni to reconnect--or stay connected--with the Academy
long-term.
Our final objective was to increase donations from Generation X and Millennials by 15%.
This will be done through use of two events we have planned for the next fiscal year, specifically targeting alumni from these audiences. However, we want to ensure continuous
connections are developed. So once updated information is captured from these audiences, we can continue to connect with them by inviting them to upcoming events or keeping
them posted on ways to get involved on campus (such as with the mentorship program).
Digital Deja Vu strongly believes our campaign will solve the current issues you are
facing with digital media and engagement. Thank you for your time and consideration. We
look forward to working with you on promoting the idea that, There is no family like
a St. Bede family.

Executive Summary

In the last 30 years the digital landscape has gone through drastic changes. We quickly
jumped from the first computer to the first social network to wireless Internet access on
our cell phones. If weve learned anything from these rapid changes, its that the digital
landscape isnt done evolving. We can expect to see innovations for years to come. With
this being said, its easy to see how essential it is and will be for organizations to have a
successful digital strategy.

Digital
Deja Vu
Why Research?


To have success with any public relations campaign, research
must first be conducted. Research allows the public relations
practitioner the opportunity to better understand the problem
at hand by analyzing the strengths, weaknesses, opportunities
and threats of the client. Additionally, research substantiates
claims the practitioner makes in regards to strategic decisions
made.

To begin our campaign, Digital Deja Vu conducted research
on two alumni groups of St. Bede Academy--Generation X and
Millennials. This research focused on how these groups want
to interact with St. Bede, how they currently interact with St.
Bede, and what the best practices to increase engagement are.

The research we conducted guided the rest of our campaign
including the objectives, strategies, and tactics we have outlined
here.

Digital
Deja Vu
Situation Analysis


St. Bede Academy has issued a request for proposal (RFP) to
reach alumni of the school. Their dedicated alumni base is aging,
therefore their giving capacity is shrinking. The students of the
80s dont give enough. The students of the 90s and 2000s dont
keep in touch well enough. The international students dont really understand the concept of philanthropy.

St. Bedes main problem is their limited digital presence. We
plan to address this engagement issue with alumni, specifically
within Generation X, Millennials, and current St. Bede students.
Our overall goal is to utilize digital media and campus relations
to better engage alumni of Generation X (aged 37 to 49) and Millennials (aged 21 to 36), as well as current students, with St.
Bede Academy.

Digital
Deja Vu
We have formulated several research questions we need
answered. They are as follows:
-How is St. Bede utilizing social media to reach their target
audiences?
-What are the best tactics for high schools to reach out on
social media?
--What is the target age range for donating to any nonprofit?
-Why do alumni choose St. Bede?
-How do alumni want to keep in touch with St. Bede?
-What social media are Gen. X and Millennials on?

Methods

Our research methods we will use to answer these questions are


as follows:
Primary Research

-Content analysis of St. Bedes current Facebook and

Twitter platforms to understand average daily interaction.

-Content analysis of other Catholic High Schools social


media accounts to discover good practices.


-Constant contact survey to discover why alumni choose St.
Bede.

-Focus group of previous St. Bede students to discover how

they want to keep in touch with St. Bede.
Secondary Research

-To discover the target age range for donating to any

nonprofit.

-To discover what social media Gen X and Millennials are
on.

Research Questions & Methods

Questions

Digital
Deja Vu
Strengths
Opportunities Weaknesses
Threats

Implications

Possible
Actions

Strong sense of community/


family since 1980

Establishes a community where


students grow socially and
academically

May encourage students to be


philanthropic in the future

Small class size means individualized attention

Students are better prepared to Key message: strong students


go on to college
stay connected to the school
for years to come

Strong academic/athletic
reputation

Parents/students may choose


St. Bede because of this.

Is a way to identify a key


strength for prospective students

No dedicated social media


manager

Target audiences do not feel


connected to St. Bede

Revamp social accounts and


school website

Lack of philanthropy/inConnection to the schools is


volvement among students of lost and continuing donations
90s-2000s
weaken

Targeted outreach to Generation X/Millenium demographics

Lack of diversity

Encourage attendance of
various groups to attend Saint
Bede

Could appear to be exclusive to


outsiders

Social media becoming neces- St. Bede needs to establish a


sary tool for success
social media presence to carry
itself through 21st century

Design social media plan

Preppy stereotype

Possible messaging targeting


parents looking for high standards

Preppy can be associated with


high standards

St. Bede does not accept fed- Many feel this plan inhibits
eral funding; will not have
individuality and creativity and
to adhere to Common Core
overall lead to a poor education

St. Bede can leverage this


message to parents concerned
about sending their students to
public school

Competition from local


(cheaper) schools

Rising college tuition may turn


parents away from spending so
much on a secondary education

Emphasize financial assistance


in messages to new students/
parents

From 2003-2012 the number


of children aged 5-17 being
home-schooled increased
61.8%

Less government control over


their childs education, parents
continue to turn to homeschooling

St. Bede can again leverage


their individuality from the
government in messages to concerned parents

Shrinking middle class in


Illinois--49.8% of houses
were middle class in 2000
to 45.8% in 2013--as more
families live in poverty/cant
make ends meet

Harder for middle class families to make a commitment to


the high cost of a secondary
education

Messages leveraging their


affordability and tuition assistance to concerned families

Swot Analysis

Aspects

Digital
Deja Vu
After monitoring Facebook and Twitter interaction over the last
month, we discovered:
-Average likes per day on a Facebook status is: 48.39
(However, outlying posts with Brother George hike this average up--regular posts average about 5 likes)

-Average shares per day on a Facebook status is: 4


-Average comments per day on a Facebook status is: 1.9
-Average favorites per day on a Tweet is: 0.21
-Average shares per day on a Tweet is: 0.11

Content analysis: Recommended tactics


for high school social media content
-59% of students with internet access use social media to talk about educational topics, making it vital that schools represent themselves effectively (Bennett, 2013).
-Marian Central Catholic High School in Woodstock, Illinois effectively engages with their audiences on social media. The Facebook page has
4,310 likes and 51 reviews. They post multiple times per day about newspaper articles, distinguished alumni, athletic videos and scenes around
school. Many posts feature 40+ likes and multiple shares. Their page is a
valuable sample for a Catholic high school to follow.

Key Research Findings

Content analysis of St. Bedes current


platforms

Digital
Deja Vu

Generation X
81% on Facebook
48% on Twitter
19% on Instagram

Millennials
88% on Facebook
59% on Twitter


34% on Instagram

Survey: What social media do alum want


to see St. Bede on?

Our survey sent to alumni and parents of current students showed us they want
to see St. Bede using Facebook and Twitter the most.
*(Bennett, 2014)

Key Research Findings

Secondary Research: What social media


are our audiences on?*

Digital
Deja Vu

-According to a 2012 Millennial Impact Report, 75% of the 6,500


Millennials surveyed said they gave back to a nonprofit in 2011.

70% gave back online

39% gave back to an in-person request

34% gave back through mail

millennials are eager to give if theyre already engaged in

a conversation with the charity (Berkshire, 2012).
-58% of Generation X gave back in 2010, with their average yearly contribution being $796.

43% gave back by check through mail

35% gave back through a website (Bhagat, Loeb, & Rovner,
2010).
-Generation X and Millennials are both most motivated to give
back when they see the impact of their gift and they know that
their donation contributed to the impact (Philanthropy Connection, 2014).

Key Research Findings

Secondary Research: What age do people


give back?

Digital
Deja Vu

We gathered the following information from our focus group


consisting of five St. Bede graduates from the graduating classes
of 2012 and 2013:

How do alumni keep in touch with St. Bede?


-Friends
-Siblings
-The Bedan Record
-Parents who coach teams
-In a small town news travels quickly

Why did alumni choose St. Bede?


-Family tradition
-Competitive academics
-St. Bede atmosphere
-The campuss beauty

Frustrations alumni expressed:

-Limited social media presence


-Behind the ball in regards to technology
-No student was sure how active or organized their
alumni board was
-No student was sure how to update their address

Key quotes from alumni:

-There is no family like a St. Bede


family.
-When it comes to St. Bede, everyones
a friend.

Key Research Findings

Insights from our alumni focus group

Digital
Deja Vu
There are a large number of audiences we can target from prospective students in primary education to international students.
However, based on the audiences St. Bede specifically stated
they were having difficulty interacting with, we segmented the
following two audiences:
Generation X men and women aged 37-49:

Geographic segmentation: Located within 200 miles of St.

Bede Academy.

Lifestyle segmentation: independent, adaptable,

Philanthropic, values educational opportunities.
Millennial men and women aged 21-36:

Geographic segmentation: Within 200 miles of St. Bede
Academy.

Lifestyle segmentation: philanthropic, digitally savvy,

values educational opportunities.
We chose one further target audience to assist St. Bede in longterm alumni engagement. This audience is as follows:
Current male and female St. Bede students:

Demographic segmentation: Current upperclassmen students

Target Audience

Who are we targeting with this campaign?

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Digital
Deja Vu

Tagline:
There is no family like a St. Bede
family.
Positioning statement: St. Bede Academy is a private Catholic high school located along Highway 6 in Peru, Illinois. Saint Bede offers a quality Catholic education to prepare young people to further their education and their future role in
the world and the church. St. Bede Academy aims to maximize a students social,
moral, and intellectual growth.
Boiler plate: For 125 years, Saint Bede has offered an exemplary educational experience for their students. With tradition at the foundation of the school, its
easy to see why there is no family like a St. Bede family.
Key messages:

-The close knit community that encourages students to strive for
excellence helps them succeed in postsecondary education.

-St. Bede encourages students to get involved on campus to steadily

increase personal growth.

-Students receive specialized attention and develop strong bonds with St.

Bede faculty that keep them connected to the school for years to come.
Supporting statements:

-Because of Saint Bedes strong academics and encouragement from
faculty, 98% of Saint Bedes high school students go onto college.

-With over 15 extracurricular activities and 18 sports offered, students

are encouraged to be actively involved on campus to help them grow and

mature as individuals and community leaders.

-With a student to faculty ratio of 14.5:1, students form bonds with

faculty, ensuring their success academically and socially.

Key Message Platform

Digital Deja Vu will create a new digital media plan for St. Bede to
increase engagement with alumni and current students. St. Bede is well
known for their family friendly environment, excellent academics, and
competitive athletics. Digital Deja Vu wants to further enhance St.
Bedes reputation by developing a strong digital media plan so they can
better keep up with the changing times.

11

Digital
Deja Vu

How do I stay in contact with St. Bede as


an alumni?

-There are several ways to connect with the Academy such as


joining our Alumni Association, signing up to receive our monthly
newsletter, whats bruin, and updating your contact
information to ensure youre receiving all of our communications.

What will be expected of me as an Always


Bruin mentor?
-The mentorship program is very lax; we request you connect with
your student two times during the school year, via in person meet
up, skype, phone call (whatever works best for the pair) and just
talk with them about careers, college, or any number of professional topics the pair comes up with. The nubmer of meet ups may be
increased based on the pairs personal desires/needs.

FAQs & Prepared Responses

Following are some prepared responses to questions you may receive regarding this new campaign. They have been developed as an aid to our key
messaging platform.

12

Digital
Deja Vu

Objective 1: Increase Generation X and Millennial


alumni engagement on media platforms within in the
next fiscal year by 60%.
Objective 2: Get 75% of current upperclassmen
involved in future alumni activities by April 2016.
Objective 3: Increase alumni donations from
Generation X and Millennials by 15% by the next
fiscal year.

Objectives

Our overall goal is to utilize digital media and campus relations to engage alums of Generation X (aged 37 to 49) and
Millennials (aged 21 to 36), as well as current students with
St. Bede Academy.
By creating objectives, strategies, and tactics, we can identify what specific key insights we need to focus on. Objectives are measurable goals that will implemented through
strategies and tactics. Our objectives are as follows below.
By implementing these objectives, we can enhance St. Bedes
recognition in the community and build strong connections
among alumni.

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Digital
Deja Vu

-Digital Media (1)



Tactic 1 website redesign: in the digital age, an organized

and visually appealing website is essential for success.

Option A: Wix.com and a web manager [see appendix a]

Option B: Professional web redesign

Tactic 2 develop alumni resources for the web: our alumni

focus group revealed alumni do not know how to access

alumni resources. It is essential to make these things big and

bold on the new website.
-Social Media (1)

Tactic 1 student vlogs published bi-weekly for the next

fiscal year: students will be given the opportunity to write,

record, produce and edit St. Bedes video blog. Students

will choose from a list of preapproved topics [see appendix
b] or get their own ideas approved.

Tactic 2 social media ambassadors: interns will

work diligently to keep social media updated and expanding,

as well as share posts to their own social media accounts.

[see appendix c for responsibilities and rules outlined].

Tactics

Tactics are designed to implement the strategic thinking


that will ultimately accomplish our objectives. The numbers
next to each tactic correspond to the objectives they support, one through three respectively.
Planning incorporates forming tactics to further our campaign. A budget and timeline will also be relevant to planning the campaign. Planning is an integral part to the success of our campaign for Generation X, Millennials, and
current students. We hope to foster an enhanced belonging
to the school that will sustain itself for generations to come.

14

Digital
Deja Vu

-New On Campus Club, Always Bruin (2)



Tactic 1 implement Always Bruin. This club will target

upperclassmen and encourage them to join the Alumni

Association before graduation by use of events (such as

study sessions before Christmas break and summer break

finals with free coffee and an alumni mixer night) and

graduation giveaways (Always Bruin branded tshirt and

coffee mug) [see appendix e].

Tactic 2 pair upperclassmen with an alumni of St. Bede for

mentorship program. At all upcoming alumni events, we will

recruit mentors who have graduated from college to work

with juniors/seniors. They will chat at least two times per

month (in person, via Skype, or telephone depending on

location) with the ability to chat more as they see fit.

Mentors will just act as guides to students and their future

college/career life.
-Fundraising (3)

Tactic 1 brewin with a bruin held 12/12/15, 9:00 AM; capped

at the first 150 rsvped alumni from Gen. X and Millennials.

There will be a silent auction of coffee related items,

coffee samplings to purchase as Christmas gifts, and free

buffet breakfast. We will purchase all auction items and

any money made will be considered a donation [see appendix f

for event resources].

Tactics



Tactic 3 Flashback Friday posts bi-weekly for the next

fiscal year: interns will post photos from St. Bede archives

to Facebook/Twitter asking followers to reflect on their

good times at the Academy and tag themselves/their
friends [see appendix d for post examples].

15

Digital
Deja Vu

-Sustain Alumni Connections (3)



Tactic 1 continuous alumni engagement it is essential to be

connecting with alumni regularly. A reminder for every

upcoming event need to be sent to alumni, especially those

who recently joined. We will use Constant Contact to

create an Alumni list to ensure emails are regularly being

sent. Sustaining these connections are vital to the entire

plans success in the long run.

Tactics


Tactic 2 always bruin alumni football game held 5/1/16

10:30 AM; this game is strategically planned to take place

the day after the gala so that alumni are already in town.

invites to compete in the game will specifically be sent to

alumni of Generation X and Millennials, although all

alumni will be invited to the event itself. This event is

hosted by Always Bruin and free magnets and pens with

the Always Bruin logo will be handed out by current

upperclassmen involved in the club to encourage alumni to

join the mentorship program [see appendix g for event
resources].

16

Digital
Deja Vu

17

Objectives

Objective 1: Increase Generation X and Millennial


alumni engagement on media platforms within in the
next fiscal year by 60%.
This objective will be evaluated by measuring the number of comments,
likes, shares and unique website visits St. Bede gathers within the next
fiscal year from these two demographics. We will measure the increase in
engagement across Facebook and Twitter using Hootsuite. We will also
evaluate the number of unique website using Google Analytics.

Objective 2: Get 75% of current upperclassmen


involved in future alumni activities by April 2016.
This objective will be evaluated by measuring the number of upperclassmen who become involved with future alumni activities.

Objective 3: Increase alumni donations from


Generation X and Millennials by 15% by the next
fiscal year.
This objective will be evaluated by measuring the increase in donations
from Generation X and Millennials by use of the annual report.

Evaluation

Evaluation is necessary to understand a campaigns successes and failures. Successes can then be applied to future campaigns and failures can be improved for the next time around.

Digital
Deja Vu

18
Website redesign

This tactic will be evaluated by measuring the success of the websites increased traffic usage after its completely redesigned.

Develop alumni resources for the web

This tactic will be evaluated by measuring the number of alumni using the
updated website resources.

Student vlogs published bi-weekly

This tactic will be evaluated by monitoring the interaction these vlogs get
on Facebook and Twitter.

Social media ambassadors

This tactic will be measured by tracking how much engagement their posts
and shares get St. Bede.

Flashback Friday posts bi-weekly

This tactic will be measured by monitoring the interaction each Flashback


posts gets, including the number of people that tag themselves/others in
the photos and share to their own pages.

Implement Always Bruin

This tactic will involve measuring the number of upperclassmen who get
involved with Always Bruin and register for the alumni association before
they graduate, with a goal of 75% of upperclassmen participation.

Always Bruin mentorship program

This will be evaluated by the number of upperclassmen who get involved


in hopes that they will register for the association before graduation and
then pay it forward and return as mentors after college graduation.

Brewin with a bruin

This will be evaluated by calculating overall donations from Generation


X and Millennials at this event to see if it increased donations from these
audiences overall at the end of the fiscal year.

Evaluation

Tactics

Digital
Deja Vu

19

Always bruin alumni football game

This will be evaluated by calculating overall donations/profits from


Generation X and Millennials at this event to see if it increased donations
from these audiences overall at the end of the fiscal year.

Continuous alumni engagement

This tactic will be evaluated by measuring the increase in alumni attendance at events on campus and increase in their participation with the
mentorship program.

Evaluation

Tactics

Digital
Deja Vu

20

Cost

Description

Website
-Wix.com Hosting, Website Manager
Redesign,
$24.92/month
Good Friday -Rode M5 speaker mic: $199.00 (Amazon.com)
Vlog, $2247.99 -Final cut pro: $299.99
(Apple.com)
-Camera (Canon EOS Rebel T5i Digital
SLR package with bag, cables, and tripod) $749.00 (Best Buy)
-Man hours for supervisor: $1000.00/yr

Hours
10 hrs/wk
for updates
5 hrs/wk for
recording &
supervision
of student
edits

Always Bruin -Food for 150 from Jimmy Johns $260.00


Alumni Mixer -Drink for 150 $60.00
Night, $320.00

3-4 for set up


and event

Always Bruin -Dunkin Donuts Box O Joe $600.00


Study Sessions, -Dunkin Donuts Munchkins $63.00
$693.00
-Cafeteria Hot Chocolate $30.00

4-5 for set up


and event

Always Bruin
Senior Gifts,
$900.00

-T-Shirts, Customink.com $650.00


-Coffe mugs $250.00

Brewin with a -Pick 6 Breakfast catered from Hy-Vee


5-6 for set up
Bruin, $2718.50 $8.99/person (capped at 150 people)
and event
- 5LB. coffee bags for tasting/purchase from
equalexchange.coop $800.00
-Keurig Set, amazon.com $150.00
-Pourover coffee maker, amazon.com $300.00
-Starbucks Gift Basket $60.00
-Lg coffee gift basket, equalexchange.coop
$60.00

Budget Option A

Budget Option A (With Wix.Com/Web Manager)

Digital
Deja Vu

21

Cost

Description

Always Bruin -Always Bruin 150 pens/ 150 magnet giveAlumni Football aways, from 4Imprint.com $300.00
Game, $1654.00 -Gold, Bronze, Silver for past football
alumni, from plaquemaker.com $154.00
-Free box o joe coffee from Dunkin Donuts,
$800.00
-Always Bruin souviner tshirts for game participants, $400.00
Social
-Man hours for student postings: No Cost
Ambassadors

Hours
9 hours for
set up and
event, and to
run concessions stand
throughout
event
5 hrs/wk for
updates and
tracking
success of
posts
1 hr/wk

Flashback
Friday Posts

-Man hours for posting and interacting: No


Cost

Always Bruin
Mentorship
Program
Continuous
Alumni
Engagement

-Man hours for coordinating mentors/mentees and recruitment: No Cost

2 hrs/wk

-Man hours for sending out updates: No Cost

1 hr/wk

Total Cost: $8558.41

Budget Option A Contd

Budget Option A (With Wix.Com/Web Manager)

Digital
Deja Vu

22

Cost

Description

Hours

Website
Redesign,
$10,000.00
Good Friday
Vlog, $2247.99

-Webdesign309.com, coordinate updates with


designer, $10,000.00

1 hr/wk for
updates

-Rode M5 speaker mic: $199.00 (Amazon.com)


-Final cut pro: $299.99
(Apple.com)
-Camera (Canon EOS Rebel T5i Digital
SLR package with bag, cables, and tripod) $749.00 (Best Buy)
-Man hours for supervisor: $1000.00/yr

5 hrs/wk for
recording &
supervision
of student
edits

Always Bruin -Food for 150 from Jimmy Johns $260.00


Alumni Mixer -Drink for 150 $60.00
Night, $320.00

3-4 for set up


and event

Always Bruin -Dunkin Donuts Box O Joe $600.00


Study Sessions, -Dunkin Donuts Munchkins $63.00
$693.00
-Cafeteria Hot Chocolate $30.00

4-5 for set up


and event

Always Bruin
Senior Gifts,
$900.00

-T-Shirts, Customink.com $650.00


-Coffe mugs $250.00

Brewin with a -Pick 6 Breakfast catered from Hy-Vee


4-5 for set up
Bruin, $2718.50 $8.99/person (capped at 150 people)
and event
- 5LB. coffee bags for tasting/purchase from
equalexchange.coop $800.00
-Keurig Set, amazon.com $150.00
-Pourover coffee maker, amazon.com $300.00
-Starbucks Gift Basket $60.00
-Lg coffee gift basket, equalexchange.coop
$60.00

Budget Option B

Budget Option B (With Complete Web Redesign)

Digital
Deja Vu

23

Cost

Description

Always Bruin -Always Bruin 150 pens/ 150 magnet giveAlumni Football aways, from 4Imprint.com $300.00
Game, $1654.00 -Gold, Bronze, Silver for past football
alumni, from plaquemaker.com $154.00
-Free box o joe coffee from Dunkin Donuts,
$800.00
-Always Bruin souviner tshirts for game participants, $400.00
Social
-Man hours for student postings: No Cost
Ambassadors

Hours
9 hours for
set up and
event, and to
run concessions stand
throughout
event
5 hrs/wk for
updates and
tracking
success of
posts
1 hr/wk

Flashback
Friday Posts

-Man hours for posting and interacting: No


Cost

Always Bruin
Mentorship
Program
Continuous
Alumni
Engagement

-Man hours for coordinating mentors/mentees and recruitment: No Cost

2 hrs/wk

-Man hours for sending out updates: No Cost

1 hr/wk

Total Cost: $18,558.41

Budget Option B Contd

Budget Option B (With Complete Web Redesign)

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Timeline

The following outlines the start and end dates for each tactic.

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(Both of these options have been priced out in the budget section)
We designed the homepage to be clean, simple, and bold because
these are the techniques working best with our campaigns target
audiences. We made sure to include a link to alumni resources
on the homepage to address the needs of our focus group participants. We also emphasized the St. Bede family by using our campaigns tagline and an image that represents the family-feel.

Appendix A

The following website homepage was designed on Wix.com. This


design can serve two purposes:

-Be used as a template to guide the creation of your website

on Wix.com with help of an internal web manager.

-Be used to guide a complete web redesign by a professional.

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Appendix B

St. Bede should recruit 6 student volunteers 2 to shoot, 2 to


host, 2 to edit). Students may remain in that position all year or
switch as they see fit. As a biweekly vlog, the schedule for Good
Friday should be similar every week. We have outlined a sample
schedule for the first vlog below:
Monday November 30

o Assign tasks to student volunteers
Tuesday December 1-Friday December 4

o Filming should take place during this time
Monday December 7

o Wrap up filming and send to editors
Tuesday December 8-Thursday December 10

o Final cut approved by advisor by 4 p.m. on Thursday
Friday December 11

o Uploaded to St. Bede Academys YouTube channel by 8 a.m.

o Notify the social media ambassador that the video has been

uploaded
See the following page for possible vlog topics.

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December 11 St. Bedes Little Helpers a feature on clubs that are giving back around the holidays and how viewers can get involved.

December 22 Yule Log Vlog short video of a Yule Log with the
previously recorded St. Bede Choir and Band Christmas Concert in the
background.

January 22 A Day in the Life of Principle Mershon a profile on what


Mrs. Mershon does everyday to keep St. Bede running smoothly.

February 5 Bede Mine why students love St. Bede.


February 19 More than a Sacrifice interview with the monks and priests

on what the students can do during lent beyond giving up something for 40 days.

March 4 Players to Watch a profile on spring sports featuring the athletes that show promise during this season.

March 18 Easter at St. Bede: profile on the campus during Easter.


April 1 April Fools asking the students what the best prank they have
ever pulled off is.

April 15 7 Ways to St. Bede The students will come up with seven
traditions that only someone who attended St. Bede would understand.

*This is a working list for first year implementation. However,


students are encouraged to develop their own ideas for approval.

Appendix B Contd

Possible Good Friday Topics

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Social Media Ambassador Application
Social Media Intern Application

Name: __________________________________________________

Year in School: _________________________________

Address: _________________________________________

City: _____________________________________ Zip Code: ___________________
State: ________

Phone Number: ______________________________
Email: ________________________________


Describe any experiences, skills, talents you have that would be useful in this
internship.





Which social media platforms do you use most and why?






What do you want to see St. Bede do better on their social media accounts?






Please mock up three posts under 130 characters to promote St. Bede to incoming
students, promote an event and one to get students interact online (trivia,
contest,etc.)







Why do you want to be a Social Media ambassador for St. Bede?

Appendix C

The following is the social media ambassador application for St. Bede
students.

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There will be three ambassadors per year working for St. Bede. All
grades levels are eligible to apply.
Responsibilities
Manage and assist with social media accounts and websites
Update all social media platforms
Maintain a positive relationship with online community
Brainstorm ideas to expand social media audience
Promote all campus wide events and activities
Use personal social media accounts to retweet/share St. Bedes posts
Attend on campus events to live tweet/update
Requirements
Must be a St. Bede Academy student
Passionate about public relations, marketing and/or social media
Knowledge of all social media platforms (Facebook, Twitter,
Instagram, LinkedIn, etc.)
Strong writing and communication skills
Types of Messages
Promotional write about all on campus events and activities for
students to participate in (ex. Gala, Homecoming, football games)
Flashback Friday reach out to alumni to share their old high school
photos of them at St. Bede and share them on social media accounts
Posts that get the student body, teachers and alumni interacting online
Regulations
Student postings must be approved by faculty before going out
Students may not post/create offensive messages
Student personal accounts must be respectful of St. Bedes personality

Appendix C Contd

Social media ambassador rules/requirements

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Each Friday pictures of Generation X, Generation Y and
Millennial alumni will be posted to St. Bedes Facebook and
Twitter pages by our ambassadors. We will ask followers to tag
themselves/others and share to their own pages.
We will also host a submit section on the website for alumni to
send ambassadors pictures they find from their time at St. Bede.

Appendix D

Flashback Friday example posts

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31

Upon graduation, each senior


will be given an Always
Bruin branded tshirt and
coffee mug to carry them
through long college nights.
They will be asekd again to
join the alumni association in
return.

Appendix E

Always Bruin club resources

Below you will find two example fliers for Always Bruin
club events. The first is for the first study session in December. The second is for the Alumni Mixer Night in February.

Calling all upperclassmen! Come


study with Always Bruin and get FREE
coffee, hot chocolate and donuts!
When: 12/18/15, 4:00 P.M.
Where: The cafe

Are you interested in returning to your


roots? Helping the great students of St.
Bede? Attend our Alumni Mixer Night!
We hope to see you on Friday, February
19 at 5:30 P.M.
Food and drinks will be provided.
Please RSVP by Friday, February 5!

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Appendix E Contd

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33

St. Bede
Cordially Invites You and Your Family to Our

Brewin
With A
Bruin
Fundraiser

December 12, 2015


9:00 a.m.
St. Bede Academy
Please R.S.V.P by December 7, 2015

24 W. US Hwy 6
Peru, IL 61354

Appendix F

Following is a flier for the Always Bruin Brewin with a Bruin fundraiser.

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Following is an event plan for the Always Bruin Brewin with a


Bruin fundraiser.

Event Plan
Event Name: Brewin With a Bruin
Event Sponsor: Equal Exchange
Date: Saturday December 12th, 2015
Time: 9:00 A.M. 12:00 P.M
Location: St. Bede Academy
Event Description: The Brewin with a Bruin event will begin at 9:00 A.M. for the first 150 RSVPed
alumni and a few student representatives from Always Bruin. A free buffet breakfast will be provided
to all of who participate in this event. Following the breakfast, there will be a coffee tasting for all
participants to have an opportunity to try different coffee flavors. Coffee will be provided by Equal
Exchange with all proceeds going toward donations for St. Bede Academy. The event will conclude with
announcements of the raffle prize winners.
Event Timeline:
9:00 A.M. -9:30 A.M Meet and greet/Auction raffle tickets
To kick off the Brewin with a Bruin event we will have a meet and greet for all alumni and students.
Alumni and students will be encouraged to participate in the silent auction by filling out auction slips for
the prizes of their choice.
9:30 A.M. - 10:30 A.M. Buffet breakfast
At 9:30 A.M. we will gather all guests for prayer before opening up the buffet.
10:30-11:30 Coffee sampling
After the buffet breakfast, we will provide a variety of different coffees for guests to sample. Upon
sampling the coffee, there will be bags of coffee available for purchase with all proceeds going toward
St. Bede. Furthermore, we will provide guests with catalogs from Equal Exchange so that they will have
the opportunity to buy coffee in the case that we run out.
11:30-12:00 Announcement of auction winners
To conclude this event we will make an announcement of all the winners of each prize winner can
collect their prize when they are ready to leave.

Appendix F

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35

JOIN
US
Your Saint Bede Family is hosting a special
event for alumni.

S UNDAY
May 1 st 2016

ALWAYS BRUIN
ALUMNI FOOTBALL GAME
Play, watch, and reconnect. Join fellow former Bruins and bring family and
friends. Come participate and play in our alumni football game. Coffee, donuts,
childrens activities and newly reinvented #AlwaysBruin gear will be available.
For more detailed sign up information visit st-bede.com.

Appendix F

Following is a flier for the Always Bruin alumni football game.

Following is an event plan for the Always Bruin alumni football game.
Always Bruin Alumni Football Game
Date: Sunday, May 1st, 2016
Location: Saint Bede Academy campus
Message: Creating lasting connections of Saint Bede alumni for the future.
Target audience: Alumni from the 80s and 90s and their families.
Objective: Unite alumni in an inclusive event promoting Saint Bede athletic
legacy and announcing the new Always Bruin alumni network.
Description of event: A fun football game involving past players from the 80s
and 90s. $15 tickets per adult and $6 for children 10 and under/seniors.
Documenting event
Videographers and photographers at the event
Local news stations
Local newspapers
Timeline
7:00 a.m.
Set up for volunteers: including concessions, apparel tabling, Always
Bruin team to promote new alumni campaign
Always Bruin signage distributed throughout Saint Bede campus
9 a.m.
Pre-kick off coffee mixer for alumni outside field begins, Saint Bede
Always Bruin, apparel, retro Saint Bede wear, and souvenirs for
purchase.
Breakfast concessions sold (muffins, scones, pastries)
80s and 90s themed music on loud speakers
Face painting and Saint Bede poster making (for football players) available
for children of alumni
10 a.m.
Saint Bede marching band and cheerleader performance
10:30-1 p.m.
Organize groups participating in football game
Announce teams participating
Begin football game
Always Bruin gear distributed throughout game by Always Bruin team
interns (pens, magnets.)

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Appendix F Contd

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1 p.m. - Awards ceremony for past football alumni
Honor with bronze, gold, and silver Always Bruin awards
Speak about what past Bruins are doing now, highlight successes
Give each participant t-shirt of Always Bruin souvenirs
1:30 p.m.
Plug for Always Bruin alumni network
Present interns and managers for Always Bruin
Announce how people can get involved with Always Bruin
2 p.m.
Closing statements
Photo opportunitys with different Saint Bede classes

Appendix F Contd

Following is an event plan for the Always Bruin alumni football game.

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38

Contact: Zoe Clemmons


Phone: 847-347-9339
zeclemm@ilstu.edu

FOR IMMEDIATE RELEASE

SAINT BEDE ACADEMY TO HOST FIRST EVER ALUMNI FOOTBALL


GAME
PERU, Ill., -- Alumni of Saint Bede Academy are encouraged to attend the Always Bruin
alumni football game on Sunday, May 1 at 10:30 a.m. The game is sponsored by Saint
Bedes new alumni network, Always Bruin. Tickets are $15 for adults and $6 for seniors
and children younger than 10.
Coordinators of the event are looking to recruit alumni (specifically of the 80s and
90s) to play in a football game. Participants of the game will receive a free Always Bruin
branded t-shirt.
The festivities begin at 9 a.m. with a pre-game coffee mixer outside of the football
field. Other activities for children include a poster making station and face painting.
Always Bruin merchandise and apparel will be sold throughout the entire day for anyone
to purchase. All proceeds from the event go back to the Always Bruin alumni network.
Forms for those interested to play are available on the newly redesigned Saint
Bede Academy website. Those interested need to RSVP by April 1.
For further information contact event coordinator Zoe Clemmons at
zeclemm@ilstu or the phone number listed above.

###

Appendix F Contd

Following is a press release for the Always Bruin alumni football game.

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