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al
eja
iD t
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
Olivia Smith
Project Manager
Alison Engstrom
Graphic Designer
Allie Keck
Message Designer
Jenna Beadle
Social Media Guru
Zoe Clemmons
Creative Consultant
Letter of Transmittal
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
-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.
Questions
Digital
Deja Vu
Strengths
Opportunities Weaknesses
Threats
Implications
Possible
Actions
Strong academic/athletic
reputation
Lack of diversity
Encourage attendance of
various groups to attend Saint
Bede
Preppy stereotype
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
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)
Digital
Deja Vu
Generation X
81% on Facebook
48% on Twitter
19% on Instagram
Millennials
88% on Facebook
59% on Twitter
34% on Instagram
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)
Digital
Deja Vu
Digital
Deja Vu
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
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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.
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.
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Digital
Deja Vu
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.
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Digital
Deja Vu
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
Tactics
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Digital
Deja Vu
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].
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Digital
Deja Vu
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].
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Digital
Deja Vu
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Objectives
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
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Website redesign
This tactic will be evaluated by measuring the success of the websites increased traffic usage after its completely redesigned.
This tactic will be evaluated by measuring the number of alumni using the
updated website resources.
This tactic will be evaluated by monitoring the interaction these vlogs get
on Facebook and Twitter.
This tactic will be measured by tracking how much engagement their posts
and shares get St. Bede.
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.
Evaluation
Tactics
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Deja Vu
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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
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Deja Vu
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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
Senior Gifts,
$900.00
Budget Option A
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Deja Vu
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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
Always Bruin
Mentorship
Program
Continuous
Alumni
Engagement
2 hrs/wk
1 hr/wk
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Deja Vu
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Cost
Description
Hours
Website
Redesign,
$10,000.00
Good Friday
Vlog, $2247.99
1 hr/wk for
updates
5 hrs/wk for
recording &
supervision
of student
edits
Always Bruin
Senior Gifts,
$900.00
Budget Option B
Digital
Deja Vu
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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
Always Bruin
Mentorship
Program
Continuous
Alumni
Engagement
2 hrs/wk
1 hr/wk
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Digital
Deja Vu
Timeline
The following outlines the start and end dates for each tactic.
Digital
Deja Vu
(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
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Digital
Deja Vu
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Appendix B
Digital
Deja Vu
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.
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.
April 15 7 Ways to St. Bede The students will come up with seven
traditions that only someone who attended St. Bede would understand.
Appendix B Contd
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Digital
Deja Vu
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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Digital
Deja Vu
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
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Digital
Deja Vu
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
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Deja Vu
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Appendix E
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.
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Appendix E Contd
Digital
Deja Vu
Digital
Deja Vu
33
St. Bede
Cordially Invites You and Your Family to Our
Brewin
With A
Bruin
Fundraiser
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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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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Deja Vu
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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 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
Digital
Deja Vu
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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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Digital
Deja Vu
38
###
Appendix F Contd
Following is a press release for the Always Bruin alumni football game.
Digital
Deja Vu
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Chronicle of Philanthropy. Retrieved https://philanthropy.com/article/75-of-Young-AdultsGave-to/156477
Bhagat, V., Loeb, P., & Rovner, M., (2010, March). The Next Generation of American Giving. Blackbaud.
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Henderson, T., (2015, March 19). The Shrinking Middle Class, Mapped State by State. The PEW
Charitable Trusts. Retrieved from http://www.pewtrusts.org/en/research-andanalysis/blogs/stateline/2015/3/19/the-shrinking-middle-class-mapped-state-by-state
Jacobs, D., (2013, August 8). Charitable Giving: Baby Boomers Donate More, Study Shows. Forbes.
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Jeffrey, T., (2015, May 19). 1,773,000: Homeschooled Children Up 61.8% in 10 Years. CNSNews.
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Libert, K., (2015, July 17). How Millennials, Boomers, and Gen X-ers Respond to Content Marketing.
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Marian Central Catholic High School. (n.d.). In Facebook [School Page]. Retrieved from
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Tancer, B., (2008, August 20). Even Gen X is a Twitter. TIME. Retrieved from
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