Goodwill

GoodGuides
of
Central
Oklahoma

#GuideTime

Prepared by:
Poppin Tags

Poppin Tags
101 Paul Miller Building
Stillwater, OK 74078
Phone: (405) 555-7315
Email: chelsea.roth@okstate.edu

Poppin
Tags

Dec. 13, 2014

Dear Mr. Proctor and Ms. Burgett,
Thank you for giving us the opportunity to work with you on this campaign for Oklahoma Goodwill GoodGuides. It has been exciting for us to
develop a communication plan for an organization with such a strong commitment to helping Oklahoma Citys youth. We believe in your vision,
and we feel this communication plan will help you reach your goals set forth in the following two years.
Our team is fully committed to furthering the success of GoodGuides, and we are confident that GoodGuides has the opportunity to not only
experience rapid growth in volunteers, but also to become a leader in the mentorship industry.
We have enjoyed working with you this semester, and we feel this plan has the potential to complete GoodGuides mission to empower youth
to make positive choices that enable them to maximize their potential. We look forward to working with you in the future.
Thank you again for giving us this opportunity. We appreciate your commitment to helping Goodwill further its purpose of improving the
quality of life for members of its community. If you have any questions, please do not hesitate to email us.
Sincerely,

Chelsea Roth, Account Executive

Kayla Coffey, Editorial Director

Becca Ronketty, Art Director

Ashlee Jefferson, Research Director

Kyle Rutledge, Director of Strategy

Contents
Meet Poppin Tags
Executive Summary
Problem Statement
Big Idea
SWOT Analysis
Situtation Analysis
Target Audience
Research
Infographic
Communication Plan
Objective 1
Objective 2
Objective 3
Objective 4
Timeline
Budget
Bibliography

4
5
6
6
7
8
13
14
17
19
19
21
23
24
27
29
30

Appendix
A
B
C
D
E
F
G
H
I
J
K
L
M
N

33
34
35
36
37
38
39
40
41
42
43
46
47
49

Meet the Team

Chelsea Roth

Account Executive
Chelsea Roth will graduate in December of 2014 from
Oklahoma State University with a Bachelor of Science in
Strategic Communication with a concentration in public
relations. Originally from Coppell, Texas, she hopes to
pursue her communications career in Denver, Colorado.
She has experience in internal communications from her
internship with UT Southwestern Medical Center in
Dallas, Texas.

Kayla Coffey

Editorial Director
Kayla Coffey will graduate from Oklahoma State
University in December of 2014 with a Bachelor of
Science in Strategic Communication with emphasis in
public relations and sports media. Kayla has completed
internships at Reliable Delivery, Inc. and Vann &
Associates | PR & Marketing. She is currently the account
coordinator at Vann & Associates in Oklahoma City, but
hopes to transition into sports PR in the next five years.

Becca Ronketty

Art Director
Becca Ronketty will graduate from Oklahoma State
University with a Bachelor of Arts degree in Strategic
Communication with both an emphasis in advertising and
public relations in December. She has worked as a public
relations professional for Tiny Paws Kitten Rescue
in Stillwater.

Kyle Rutledge

Director of Strategy
Kyle Rutledge is a senior Strategic Communication student
at Oklahoma State University. He has worked as a public
relations professional for the nonprofit organization Phi
Kappa Tau Fraternity in Oxford, Ohio.

Ashlee Jefferson

Research Director
Ashlee Jefferson will graduate from Oklahoma State
University with a Bachelor of Science degree in Strategic
Communication. She is from Lawton, Oklahoma
but currently resides in Stillwater. She works as a
Communications and Marketing Assistant for the Family
Resource Center.

Executive Summary
The goal for this campaign is to increase awareness and volunteer membership of GoodGuides
mentorship program within the next two years. In order to accomplish this, secondary research was gathered
about other mentorship programs, the overall company of Goodwill and its customers. Primary research was
conducted with students not involved in mentorship programs. Multiple small focus groups were administered with
current Stillwater High School students, and several one-on-one interviews were conducted with students ages
14-17 in Texas and Oklahoma.
Once the appropriate information was gathered and analyzed, four objectives were developed in
accordance with at least one of GoodGuides target markets and at times multiple markets. These objectives
are; 1) to restructure internal communications and attain a 90 percent retention rate of members. This will be
implemented through the use of various media channels, including social media and a monthly email newsletter,
which will facilitate better communication between employees, mentors, mentees and donors; 2) increase mentor
membership by 60 percent before Dec. 31, 2016. This will be accomplished through coverage of GoodGuides
kickoff event, #GuideTime, and through the usage of the social media campaign; 3) increase mentee membership
by 20 percent before Dec. 31, 2016. This will be implemented through coverage of GoodGuides kickoff event and
through the usage of the social media campaign; 4) reach donors through multiple fundraising methods to raise
$3,365 by Dec. 31, 2015. This will be accomplished by acquiring sponsors for donations for the campaign fund
and #GuideTime event by implementing creative fundraising techniques utilizing current partners and free online
resources.
In order to accomplish these objectives, a number of tactics were developed in order to reach the
different target markets in various ways. Before targeting external audiences, we must streamline social media
and the organizations website to have a unified feel and voice. An effective way to reach most of GoodGuides
target markets is through the use of social media and the hashtag, #GuideTime, when sharing experiences with
mentors and mentees. Another way to reach most of the target markets is through coverage of the kickoff event,
#GuideTime, featuring a kickball tournament to encourage current and potential members to get to know one
another. Another tactic to reach members is through the creation and distribution of a monthly email newsletter
featuring testimonials, in-depth success stories, a member of the month and the schedule of upcoming activities.
Each selected member of the month will be given an entertainment voucher to be used with his or her mentor
or mentee. To attract potential mentors, we will create a VolunteerMatch profile. The kickoff event will acquire
donations and special offers through Hideaway Pizza, drinks and ice donations from current members and water
donations from a local water company. In order to reach new donors and provide an easy way to donate, we will
create a GoFundMe profile to raise $2,300 and encourage mentors and mentees to share the donation link on
social media. Monetary donations will also be collected at Goodwill store checkout stands in the Oklahoma City
area.
Further explanation of our tactics can be found in the communication plan on pages 18 to 24. Examples
of our tactics and distributed materials can be found in the appendices. We are confident this communication plan
will help GoodGuides reach their important target markets in a creative and effective manner.

Problem Statement
GoodGuides of Goodwill Industries of Central Oklahoma, Inc. is a mentorship program designed to
increase the quality of life for at-risk youth ages 14-17. GoodGuides is virtually unknown and seeks to stand out
against its competitors as a quality mentorship program for at-risk youth in the Oklahoma City area.
GoodGuides faces challenges of limited resources, lack of public awareness and a shortage of mentors.
GoodGuides has been helping students in the Oklahoma City area for five years. Its mentors must agree
to dedicate one hour a week for a year. GoodGuides year-long commitment serves as a roadblock to gaining
potential new mentors.
With limited resources, GoodGuides must develop an innovative way to draw in adults 21 and up to
become mentors.

Big Idea
Our big idea for this campaign has been to rebrand the act of mentors
and mentees spending time together as them having guide time.
The hashtag, #GuideTime, will be used on social media by mentors
and mentees when sharing their time spent together. Any reference on social
media should use this hashtag.
The hashtag should be used by GoodGuides as well on all posts to
social media.
We have also adapted this hastag as the name of our event in order to further encourage
the use of it by members. We also hope that this hashtag will reach more adults, in their early 20s,
to become aware of GoodGuides and potentially become mentors.
The use of this hashtag will increase brand awareness, number of mentors and donations
to the program.

#GUIDETIME

SWOT Analysis

GoodGuides receives government funding.

Goodwill is an established brand that supports the GoodGuides program.
The GoodGuides program has access to Goodwill stores and schools in
local areas to fundraise for the program.
GoodGuides is centered around a safe environment to produce the
best mentorships.

Strengths

W
Weaknesses

O
OPPORTUNITIES

T
Threats

GoodGuides doesnt have much brand awareness.

GoodGuides is part of a diluted market.
GoodGuides suffers from a lack of internal communication.
Each department at Goodwill has its own direction and vision. There isnt
a single organizational goal that all departments are striving
to accomplish.
Goodwill has a poor reputation of not paying employees enough money.

The GoodGuides program has a fresh start and opportunity to enhance its
unknown image within the market.
There are a large number of teenagers that need mentors.
GoodGuides can utilize free social media to create awareness for its
program. For example, not many competitors use Instagram so GoodGuides
has a unique opportunity to take advantage by creating an Instagram
account.
GoodGuides can utilize store locations and a growing business to promote
the program.
Parents may not want their kids to participate.
There are a limited number of volunteers.
There is a limited amount of funding.
Volunteers must commit to a one-year contract to become a mentor in
the program.
There is a lack of communication between GoodGuides Program and
teenagers at risk.

Situation Analysis
Company overview
Goodwill has enhanced the quality of life for 261,875 people who have earned jobs with the help of
Goodwill. There are more than 2,900 retail stores, which collect clothing and monetary donations for Goodwill
programs to help citizens within the community of each store. Goodwill has demonstrated a desire to get people
back to work and helped provide employment as well as training programs to 9.8 million people since its founding
in 1902. Goodwill developed an opportunistic program called GoodGuides to help at risk youth, ages 14-17,
develop critical life skills so that they can be successful after high school. The program in the Oklahoma City
metro area has helped more than 300 students learn life skills, such as how to apply for college or a job upon
graduating high school (About us, 2013).

Environmental and Organizational Analysis

Company: All of the controllable factors internal to the organization that need to be considered programs and
products (including funding).
The office lacks organizational skills, which doesnt allow the company to reach its maximum potential.
Improvement on organizational skills will lead to a more efficient company. This may also lead to a work
environment improvement specifically for day-to-day activities. Compiled records of past mentors and mentees,
always having a list of potential participants, funding records, budgets, etc. would improve the organization skills
(Goodwill, 2014).
Communication, both internal and external, needs to be improved. Internal communication to employees
and with GoodGuides parent organization, Goodwill, is not sufficient. In addition, internal communication to
mentors and mentees could be improved through the help of emails, an Intranet service, social media and daily
briefings to staff members. External communication could be improved through the help of social media and
updating the website regularly. Frequent advertising and promotion will also help the organizations external
communication. Developing content for a newsletter is a significant option for disseminating information to
GoodGuides Oklahoma City publics.
Funding for GoodGuides has the advantage of help from the government. Funding from the local
Goodwill resale shops also helps the organization collect donations to fund specific GoodGuides programming.
More funding can be achieved through private donations with the help of the organizational skills
mentioned above.
GoodGuides could improve on its goal setting. The organization needs to set attainable goals along with
benchmarks to measure progress. The GoodGuides program could start by setting specific, measurable, attainable,
realistic and timely goals (S.M.A.R.T. goals). Setting such goals allows the GoodGuides team to know what it is
trying to accomplish, measure their progress and assess whether it is successful or not.

Situation Analysis
Customers
The Goodwill GoodGuides target market is 14 to 17-year-old at-risk teenagers, mentors
age 21 and up and donors of all ages in the Oklahoma City area. Oklahoma City is a large city and
a great market for this program with an estimated population of 610,613 people. The Oklahoma
City metro area also has a 50 percent student dropout rate. Households in Oklahoma City median
income is $48,557, and 17.1 percent of its population live below the poverty line. Of those under
the poverty line, 23 percent are under the age of 18 (U.S. Census, State & County, Oklahoma City,
Okla., 2010). This is a large amount of people who may not be able to be reached by traditional
marketing. Guerrilla marketing techniques should be considered for this demographic.
With many colleges in the Oklahoma City area, there is an abundance of possible
mentors. College students are motivated to volunteer and would be inclined to volunteer in this
program if they knew it existed. They participate in organizations like Big Brothers Big Sisters
and YoungLife. This program may even be more flexible for college students with the option of
one-hour group meetings or one-on-one mentorship requiring only four hours a month (Goodwill,
GoodGuides Youth Mentoring, 2013).
If donors know that they could make a difference in the lives of young people through this
program, they would be inclined to donate. Donations do not have to be monetary. GoodGuides
accepts donations for its after-school activities and summer programs (Goodwill, GoodGuides
Youth Mentoring, 2013). Factors that would keep donors from donating could be seasonal factors,
such as tornado season where people might be less likely to donate.
When marketing to these customers, it is important to let them know what they can get
from this program that is different from other mentoring programs. This includes the convenience
of the mentoring times and that donations are not only monetary.

Context
Most of the mentees that are in the program are at risk of dropping out of high school.
They have to take care of their younger siblings while their single parent works to make ends
meet. Most of these teens want to grow up and work at McDonalds. That is their main goal in life.
Most of the teens in the program live below the poverty line. They have to worry about shelter,
clothing, food and safety (Mentoring Executive Summary). GoodGuides makes sure those basic
needs are met first and then strives to keep these students in school.
There is not a specific demographic desired for mentors. Mentors can come from any
background and many walks of life. They can come from a wealthy class to show mentees that it
is possible to be successful. They can also come from the program to show teens that it is possible
to find a way out. Most of the mentors are adult women (MENTOR: Expanding the world of quality
mentoring). GoodGuides is a one-year program, and people have a hard time making that kind of
long-term commitment.
The money from Goodwills stores and government grants is used to fund this program.
This makes it possible to help more at risk teens. GoodGuides has recently expanded its building. It
has also created a private Facebook group to keep the mentors and mentees connected.

Situation Analysis
Collaborators/ Complementors
Many groups are positioned to both compete with and complement the Goodwill
GoodGuides program. Big Brothers Big Sisters of Oklahoma seems to be just a competitor of the
GoodGuides program, but they are also a partner of GoodGuides (GoodGuides, 2014, para. 2).
Similar groups in the Oklahoma City area include Studio 222 of St. Lukes, 4-H Youth Development,
The DREAM Institute, Girl Scouts of Western Oklahoma, The Oklahoma Afterschool Network,
R is for Thursday, The REProject, The Salvation Army Boys & Girls Club of Oklahoma
City, The Access Midstream Mentoring Program and Whiz Kids Oklahoma and Community
Advance (Oklahoma, 2014). All of the groups above have the potential to be collaborators with
the GoodGuides program. Other groups already collaborating with GoodGuides include the
Department of Human Services, Life Church, Next Step Mentoring and
the Central OK Humane Society (GoodGuides, 2014, para. 2).
Organizations that support this program and allow it to
be successful include Goodwill Industries, United Way and Guide
Star (GoodGuides, 2014). Oklahoma City is home to many other
organizations with the potential to support GoodGuides including the
Oklahoma Foundation for Excellence and Oklahoma City Community
Foundation (Boren , 2014) (Who We Are, 2014). Local colleges are
a great place to find volunteers. The University of Oklahoma, the
University of Central Oklahoma, Oklahoma City Community College
and Oklahoma Christian University are possible places to seek out
mentors in the OKC area, Rose State College already provides mentors
(Service Learning Opportunities, 2014, para. 17).
Partners for GoodGuides should be as diverse as the teens
they help. Local boutiques and even Miss Oklahoma have partnered
with the program in the past to help the mentees in unexpected
ways (Goodwill, 2014). Oklahoma City childrens club sports such as
baseball, soccer, basketball, etc. would be great potential partners with
GoodGuides. One unique complement of GoodGuides is their online
mentorship website GoodProspects.goodwill.org. This website offers
online mentoring, resources for college and job preparation and even
virtual career fairs (Good Prospects, 2014).

10

Situation Analysis
After thorough research and communication efforts with GoodGuides. Poppin Tags has identified several
competitors that have the potential to impact the success of GoodGuides.

Direct competitors:
Big Brothers Big Sisters mission is to provide children facing adversity
with strong and enduring, professionally supported one-to-one relationships that change
their lives for the better, forever (Big Brothers Big Sisters, 2010). Its strengths are brand
recognition, lasting reputation for quality mentorship, large network and the fact that it
is a nationwide program. Its weakness is that it is overcrowded, which sometimes leads
to teens being turned away. Its publics are professionals looking to volunteer and any
kids in need of mentors.
Mentoring Projects strength is that they have a niche market for
fatherless youth. Its weakness is the cost factor for their Mentor Moments, which
vary in price but cost $1,000 on average (The Mentoring Project, 2014). Its publics are
adults looking to volunteer and fatherless kids in need of mentors.
YoungLifes primary goal is to connect adults who genuinely care about
kids and build authentic relationships with them (YoungLife, 2014). Its strengths are that
it is an established, nationwide program, free, niche of Christian mentors, welcomes all
kids and goes from middle school all the way to college. Its weaknesses are that
faith- based organizations can be a turn off for some kids. They only take specific
mentors (Christians). Its publics are Christian adults looking to volunteer and any kids in
need of mentors.
St. Luke Studio 222 is a free visual and performing arts program
focusing on inner city middle school youth (Studio 222, 2014). Its strengths are that
it is a niche of arts-based activities, welcomes middle and high school kids and is
free. Its weaknesses are that faith-based organizations can be a turn-off for some
kids. They only take specific mentors (Christians). Its publics are Christian adults
looking to volunteer and any kids in the Oklahoma City area in need of mentors.

11

Situation Analysis
Indirect competitors:
Indirect industry competitors would be anything that could take away from mentors or students being
able to spend their time in a mentorship program. Examples of this include family and home life, other obligations
such as work schedules, other professional organizations, church organizations, sports, other hobbies, etc.

Other programs:
Access Midstream Mentoring Program began its mentoring partnership with Martin Luther
King Jr. Elementary School in fall 2013. The program utilizes more than 100 employees who volunteer their
time and leadership so that every first-grade student has a mentor. The partnership goes beyond weekly tutoring
sessions. Access Mentors contribute school supplies and are involved with student holiday celebrations (Oklahoma
Foundation for Excellence, 2004).
A Ride into the Future Mentoring Program, sponsored by Alpha Theta Boul, Sigma Pi Phi
Fraternity, focuses upon a group of young African-American male youths at Millwood Elementary School. Since
its founding in 2012 by Robert Alexander and Johnny Griggs, the mentoring commitment dedicated to these
youths extends from elementary school through high school graduation. This program is one of Alpha Theta Boul
chapters three-pronged approach to the social action initiatives established by the international organization.
(Oklahoma Foundation for Excellence, 2004).
American Fidelity Assurance Companys Buchanan Elementary Partnership
provides mentoring/tutoring once a week for 30 minutes to students in second grade and up. Many mentors and
mentees have been matched for several years (Oklahoma Foundation for Excellence, 2004).

The Boys & Girls Clubs of Oklahoma County offers tutoring, mentoring, recreational
activities and more to children ages 6-18. Club programs and services promote and enhance the development
of boys and girls by instilling a sense of competence, usefulness, belonging and influence. To be eligible, a child
must be a member of the Boys and Girls Club and attend the club on a consistent basis. The Boys & Girls Clubs of
Oklahoma County are safe places to learn and grow -- all while having fun (Oklahoma Foundation for Excellence,
2004).
Chesapeake Energys mentoring program was created in 1995 as one of the companys first
volunteer programs. Each week, hundreds of Oklahoma City Chesapeake mentors volunteer for up to an
hour at one of four inner-city schools (Belle Isle Enterprise Middle School, Harding Charter Preparatory High
School, Horace Mann Elementary and North Highland Math and Science Academy). Since the program began,
Chesapeake employees have impacted the lives of thousands of children (Oklahoma Foundation for Excellence,
2004).
Citizens Caring for Children trains and matches caring adult volunteers one-on-one with foster
children. As foster children journey through the state foster care system they are often in need of a stable
relationship. Mentors offer friendship, guidance and support. Founded in 1984, Citizens Caring for Children
provides clothing, shoes, duffel bags, books, school supplies, mentors and other necessities to more than 3,600
foster children each year. Through programs and services including the Resource Center, Shelter Birthday Parties,
Back to School, Santa Stop and mentoring, Citizens Caring for Children strives to make a difference in the lives of
foster children and break the cycle of abuse and neglect (Oklahoma Foundation for Excellence, 2004).

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Target Audiences
GoodGuides first target audience includes adults over the age of 21 to act as possible mentors for the
program. The target consists of young professionals in the Oklahoma City area that are interested in giving back
to their community. The next audience is at-risk students in the Oklahoma City area ages 14-17 in need of a
mentorship program. The final audience is anyone available to donate to GoodGuides.

GoodGuides four target audiences:

Lucy is 23 years old. She is fun, outgoing and enjoys getting involved with causes. She checks her
Twitter and Instagram feeds multiple times throughout the day; however, she only uses her Facebook for groups
and to keep up with family. She reads a few email newsletters each week. Lucy doesnt currently have any kids,
but is open to the idea of them in the future. She is the creative director for The Oklahoma Gazette. During her
free time, Lucy enjoys going to the gym, reading and playing with her Bernese mountain dog, Spot.
Samuel, a 26-year-old guidance counselor at Bishop McGuiness High School, and is very laid back. His
students describe him as funny and a mans man. He doesnt have any kids of his own, but he is engaged. Samuel
enjoys reading the newspaper each morning on his iPad while drinking coffee at Elemental Coffee in midtown. He
loves to spend his time running, playing video games and having staring contests with his cat.
James is 14 years old and attends Taft Middle School. He plays basketball during PE, but he cant play
afterschool because he has to go straight home to watch his two younger sisters. Their mother doesnt return
home from work until 5:30 p.m. James really enjoys his math classes. He doesnt dress up for school, but he
always takes the time to do his hair into perfect spikes each morning. James is constantly using his smart phone to
check all of his social media feeds and send Snapchats to his friends.
Mary is 55 years old. She works part-time as a nurse at OU Medical Center and she donates clothes to
Goodwill regularly. She also makes small monetary donations while checking out at Goodwill after a thrifting trip
to whatever cause they are supporting at that time. Like many people her age, Mary makes the majority of her
large donations around the winter holidays. In her free time, Mary visits the beauty salon at least twice a month
to get a perm and her nails done. She also likes to stay active in her community as a member of the Oklahoma
Museum of Art board of trustees.

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Research
POP-UP Focus Group
Objective:

The goal of our research is to learn how teens who are not a part of any mentorship
program feel about mentorship programs and the effect of these programs on
students ages 14-17. This relates to the overall campaign because we can learn the
best way to reach potential mentees and learn what they are looking for in a mentor
and a mentorship program.

Methodology: We went to meet Stillwater High School students during their lunch break at
Freddys Frozen Custard & Steakburgers Sept. 30, 2014. There, we conducted
impromptu small focus groups. Three groups agreed to speak with us. First, we spoke
with two groups of three girls, and then a group of two boys. We asked a condensed
version of our questions, leaving out any that didnt relate to mentorship because of
the time constraint. These focus group interviews were recorded on our phones.

Sample:

The sample we collected included Stillwater High School kids ages 15-17. The
participants reside in Stillwater, Oklahoma. Two boys and six girls participated in
our research. By using focus groups with open-ended questions, we were able to get
more in depth feedback from this sample.

Key Findings:

One student thinks he has heard of GoodGuides.

Many of the teens said they would like a mentor to be the same gender as them
and in their early 20s.
Many of the teens didnt know about any mentorship programs in Stillwater.
Many of the teens wanted a mentor that they trusted to talk to about their daily
struggles and issues.
They wanted a mentor to help guide them when making important decisions
They want a mentor with similar experiences to them and common interests
They look up to their parents as mentors
Everyone said a mentor to them is a guide with more life experience
They would almost all want their friends to be a source of information about
programs
They all think a mentor could help them deal with their problems
They arent in a program because they dont know their options or enough about
mentorship programs and how they work

14

Research
oNE-ON-ONE INTERVIEWS
Objective:

The goal of our research is to learn how teens who are not a part of any mentorship
program feel about mentorship programs and the effect of these programs on
students ages 14-17. This relates to the overall campaign because we can learn the
best way to reach potential mentees and learn what they are looking for in a mentor
and a mentorship program.

Methodology: We conducted eight one-on-one interviews with high school students. The interviews
took place Sept. 29 and 30 both over the phone and in person at Aspen Coffee. We
asked all 25 questions outlined in our primary research assignment. The interviews
were recorded via laptop and phone.

Sample:

Key Findings:

The sample we collected included middle and high school students ages 13-17. The
participants reside in Lewisville and Rowlett, Texas as well as in Guthrie, Lawton
and Stillwater, Okla. Four boys and three girls participated in our research. By using
open-ended questions during the interviews, we were able to get more in depth
feedback from this sample.
One student said that she has heard of GoodGuides.
One said that they knew someone in a different mentorship program.
Many of the teens said they would like a mentor to be the same gender as them
and in their early 20s.
Three said age didnt matter
Many didnt know about any mentorship programs in their areas
Many of the teens wanted a mentor that they trusted to talk to about their daily
struggles and issues.
They wanted a mentor to help guide them when making important decisions
They want a mentor with similar experiences to them and common interests
They look up to their parents as mentors
Many have siblings, but dont watch them
Everyone said a mentor to them is a guide with more life experience
They all think a mentor could help them deal with their problems
They wanted mentors who have similar careers aspirations so they can get help
with professional development
They arent in a program because they dont know their options or enough about
mentorship programs and how they work

15

Research
Overall research
The following information is compiled research from the other four teams working on this campaign. This
information gives a better reasoning to why Poppin Tags picked their goal and big idea.

Goodwill Hunters observed participants enrolled in the GoodGuides program and conducted one-on-one
interviews and a focus group with the students.
The team found mentees want someone to talk to and someone to listen. They want someone who will
not judge them. All of the mentees interviewed want to become mentors one day from being in the program. All
of the mentees also show more confidence since joining the program and agreed that they have been impacted in
some way by the program. The team found that each teen wanted someone to talk to, regardless of background.
This team also found that it was easy to connect with the students, and that becoming a mentor should not be so
intimidating.
ACE focused their research on current mentors to understand why they became mentors and gain insight
on their experience with the program. The team conducted a survey and multiple in-depth interviews.
Through the survey, the team found that 73 percent of respondents became mentors to better their
community. Close to 60 percent of the surveyed mentors had a mentor when they were younger. Respondents
said the most challenging part of becoming a mentor is making time to meet with their mentee. The majority of
the sample said the most rewarding part of being a mentor was helping children realize their worth and potential
and making a difference in someones life. Ninety-eight percent of the sample said they believe mentoring to be
beneficial to a mentees future success. Ninety-one percent of the sample said they would recommend mentoring
to other people their age. Respondents knew of Goodwill, but they hadnt heard of the GoodGuides program. About
40 percent of mentors preferred communication with Goodwill through Facebook or the company website.
Pokes and Associates surveyed potential mentors through a survey and a focus group. The team received
mixed responses on how important previous experience was when considering becoming a mentor. Thirty percent
said it was very important; 21 percent said it was moderately important; 19 percent said neither important nor
unimportant; 16 percent said it was only slightly important, while only 12 percent said it was not important at all.
Potential mentors worried about the time commitment and developing a connection with a mentee. Ninety-three
percent of respondents said they would consider becoming a mentor.
Through the focus group consisting of OSU students, the team found that the group worried about getting
the mentee involved and creating a desire in them to interact. The college students saw the one-year commitment
as manageable. They all said they could commit to an hour a week, while one student suggested 10 hours per
week as a better option to truly make a difference. Two of the focus group participants had been mentors before,
while the others volunteered in other ways. Several participants said it would be a great opportunity to earn
volunteer hours through Greek life.
Pitch Perfect researched donor habits and opinions. According to the survey, most people donate around
five times a year. Almost half of the respondents thought their donations were extremely helpful to charities.
Almost half donated $0-50 each time they donate. Almost 52 percent would be extremely likely to donate to
another organization. Respondents were most likely to donate in person, which helps in finding volunteers to donate
their time.

16

17

Infographic
Men.tor: an experienced and trusted adviser
sibling

listen
dad

experience

advice

college

2 out of 15
knew about
the GoodGuides
program

friend female

teacher

guide

mom

care goodwill

parent

help

Merriam-Webster dictionary

understanding
conversation
talk support

there when needed grades

knew about
mentorship
programs

ar
he ip
o
h
t
nt tors m
a
n
o
e w e fr
W out m ams nds.
ab rogr frie
p ur
o

Open minded

1 out of 15 knew
someone in a
mentorship
program

Honest

Good listener
Close in age and
same sex, so they
can relate

want a mentor
who could give
career advice

Life experience
20 percent said
age and same sex
didnt matter

Similar hobbies

Ability to guide
them if needed
Similiar career
interests

80 percent want
the same sex and
early 20s

Plan

Communication Plan
Goal
To increase awareness and participation, which we are rebranding as #GuideTime, in the Goodwill Industries of
Central Oklahoma, Inc. GoodGuides program in the Oklahoma City area within two years.

Objective 1
To restructure internal communication within GoodGuides and achieve a 90 percent retention rate of current
members like Samuel, Lucy and James as well as donors like Mary during the next two years by facilitating
better relationships.

Strategy 1: Through the use of various media channels, GoodGuides will restructure communication
between employees, mentors, mentees and donors.

Tactic 1: Streamline social media to better communicate program activities to ensure

everyone is always in-the-know.
Timeframe: Starting Jan. 5, 2015, until the campaign ends, Jan. 2, 2017.
Cost: $0
Special considerations: Create GoodGuides public Facebook, Instagram and
Twitter profiles.
See appendices c,d,e,f
Evaluation: Track friends and followers gained each month.

Tactic 2: Create a monthly email using newsletter MailChimp featuring testimonials, in-depth
success stories, a member of the month and the schedule of GoodGuides monthly
activities.
Timeframe: The first newsletter will go out August 2015 and continue the first
Monday of every month.
Cost: $0
Special considerations: Create newsletter content each month.
See appendix k
Evaluation: Measure click through rates, how long people spend on which stories,
link shares and the number of people who sign up.

Tactic 3: Update the GoodGuides website, first by fixing any typos, making it more

user-friendly and including an online membership application, the donation widget

and a newsletter sign-up widget.

Timeframe: Starting Jan. 5, 2015, until the campaign ends, Jan. 2, 2017.
Cost: $0
Special considerations: None
Evaluation: Track website visitors and which pages are visited the most often.

19

Communication Plan
Strategy 2: Facilitate better relationships between mentors and program supervisors with the use of
previous communication tactics and with recognition in the monthly newsletter.

Tactic 1: Encourage mentors and mentees to share their experiences with GoodGuides on
social media. Members are encouraged to use the hashtag, #GuideTime, when
posting on social media about time spent together.
Timeframe: Starting Sept. 1, 2015, until the campaign ends, Jan. 2, 2017.
Cost: $0
Special considerations: None
See appendices C,D,E,f
Evaluation: Track new followers and friends on social media accounts. Also track
the usage of the hashtag, #GuideTime, periodically from Sept.1, 2015,
until Jan. 2, 2017.

Tactic 2:The member of the month will be featured in the monthly newsletter with a short
story including his or her photo and why they won. This story will also be shared on
all social media accounts.
Timeframe:The member of the month will start with the newsletter in August 2015
and continue until December 2016.
Cost: $0
Special considerations: None
See appendix k

Tactic 3: Mentor and mentee success stories will be shared, along with their photos, in the
monthly newsletter and on social media.
Timeframe:The success stories will start with the newsletter in August 2015 and
continue until December 2016.
Cost: $0
Special considerations: None
See appendix k

Objective 1 general evaluation: Track shares on social media and click through rates on the
newsletter stories.

20

Communication Plan
Objective 2
To increase the number of mentors such as Lucy and Samuel in the GoodGuides program by 60 percent before
Dec. 31, 2016.

Strategy 1: Increase awareness among potential mentors through coverage of GoodGuides kickoff
event.

Tactic 1: GoodGuides will host a kickoff event called #GuideTime featuring a kickball
tournament and a cookout with sno cones. The event will take place Aug. 29,
2015. GoodGuides will encourage participants to share their experiences at the
event on social media using the hashtag, #GuideTime. The member that brings the
most guests to the tournament will be the member of the month for September,
earning an entertainment voucher. The event will take place at Stars and Stripes
Park in Oklahoma City, and we will serve Hideaway pizza. A schedule of events
can be found in the August newsletter. T-shirts will be given away. The voucher for
the member that brings the most people will be to Harkins Theater.
Timeframe:Aug. 29, 2015
Cost: $1,741
Special considerations: The park can to be reserved starting April 1 through the
Oklahoma City Parks and Recreation Department. Order
fliers and shirts for event a month before. T-shirts order:
S- 40, M- 90, L-90, XL- 50, XXL- 30
See appendices h,i,j,k
Evaluation:Success will be based on the attendance at the event, T-shirts handed
out and the use of the hashtag on social media any time before the
event and within three days after. Also by measuring the media
mentions and new participants in the program within one month after
the event.

Tactic 2: To accompany the previous event and carry through the next two years,
GoodGuides members will continue to use the hashtag, #GuideTime, to share
their experience with GoodGuides on social media. When mentors and mentees
are spending time together they can use the hashtag on social media to bring
awareness to the program.
Timeframe: Starting Sept. 1, 2015, until the campaign ends, Jan. 2, 2017.
Cost: $0
Special considerations: Maintain the GoodGuides Facebook, Instagram and
Twitter profiles.
See appendiCES c,d,e,f

21

Communication Plan
Tactic 3: Create a VolunteerMatch profile on volunteermatch.org to promote GoodGuides
to potential volunteers. Volunteermatch.org matches potential volunteers with
various opportunities based on their specific interests. We can use this to attract
potential mentors.

Timeframe:Starting Jan. 5, 2015, until the campaign ends, Jan. 2, 2017.

Cost: $0
Special considerations: Set up VolunteerMatch profile on first day of campaign.
See appendix g
Evaluation: Check the website for the amount of matches and compare it to the
amount of people that sign up to volunteer.

Strategy 2: Increase awareness among potential mentors through social media campaign.
Tactic 1:Encourage mentors to share their experiences with mentees by using the hashtag,
#GuideTime, to show their friends, family and other potential mentors the benefits
of mentorship.
Timeframe: Starting Sept. 1, 2015, until the campaign ends, Jan. 2, 2017.
Cost: $0
Special considerations: None
See appendices C,D,E,f

Tactic 2: Each month GoodGuides will choose a member of the month and that person will
receive a voucher for entertainment in the Oklahoma City area.
Timeframe:
Cost: $850 Starting in August and continuing each month until December 2016
Special considerations: Print vouchers in house and put them in envelopes with
the tickets, gift card, etc.
See appendix j
Evaluation: Assess posts by members of the month on social media enjoying their
prize. Ask for feedback from past members of the month and
adjust accordingly.

Objective 2 general evaluation: Track new followers and friends on social media accounts. Also track the
usage of the hashtag, #GuideTime, periodically from Sept. 1, 2015, until
Jan. 2, 2017.

22

Communication Plan
Objective 3
To increase membership of mentees in GoodGuides, such as James, by 20 percent before Dec. 31, 2016.

Strategy 1: Increase awareness among potential mentors through coverage of GoodGuides kickoff
event.

*tournament and pizza and sno cones. The event will take place Aug. 29, 2015, at

Tactic 1: GoodGuides will host a kickoff event called #GuideTime featuring a kickball

Stars and Stripes park in Oklahoma City. GoodGuides will encourage participants to
share their event experiences on social media using the hashtag, #GuideTime. The
member that brings the most guests to the tournament will be the member of the
month for September earning an entertainment voucher. At the event, GoodGuides
will give T-shirts to attendees and future members of the program.
Timeframe: Start preparations April 1, continue until the event date, Aug. 29, 2015
Cost: $1,741
Special considerations: Reservations for the park start April 1, 2015. GoodGuides
will send out a press release to the media following
the event. A sample press release can be found in the
appendix. Order fliers and shirts for event a month before.
See appendices C,h,i,l
Evaluation: Success will be based on the attendance at the event, T-shirts given out
and the use of the hashtag on social media any time before the event
and within three days after. We will also measure the media mentions
and new participants in the program within one month after the event.

* Information is a duplicate from that mentioned in Objective 2.

Tactic 2: To accompany the previous event and carry through the next two years,
GoodGuides members will continue to use the hashtag, #GuideTime, to share their
experiences with GoodGuides on social media.
Timeframe: Starting Sept. 1, 2015, until the campaign ends, Jan. 2, 2017.
Cost: $0
Special Considerations: None
See appendices C,D,E,f

Strategy 2: Increase awareness among potential mentees through social media campaign.
Tactic 1: Encourage mentees to use the hashtag, #GuideTime, to share experiences with
their mentor and show classmates and friends their fun.
Timeframe: Starting Sept. 1, 2015, until the campaign ends, Jan. 2, 2017.
Cost: $0
Special considerations: None
See appendices C,D,E,f

23

Communication Plan
*receive a voucher for entertainment in the Oklahoma City area.

Tactic 2: Each month GoodGuides will choose a member of the month and that member will
Timeframe: August 2015 - December 2016
Cost: $850
Special considerations: Acquire sponsors to donate vouchers or special offers
to various entertainment venues around Oklahoma City,
including the zoo, movie theaters, restaurants, sporting
events and activities, etc.
See appendix j
Evaluation: Assess posts by members of the month on social media enjoying their
prize. Ask for feedback from past members of the month and adjust
accordingly.

*Information is a duplicate from that mentioned in Objective 2.

Objective 3 general evaluation: Track new followers and friends on social media accounts. Also track the
usage of the hashtag, #GuideTime, periodically from Sept. 1, 2015, until
Jan. 2, 2017.

Objective 4
To reach donors, such as Mary, through multiple fundraising methods to raise $3,365 by Dec. 31, 2015.

Strategy 1: Acquire sponsors to donate to the campaign fund and #GuideTime event.
Tactic 1: Hideaway pizza has offered a 5 percent discounted price to provide food for
the event.
Timeframe: April 2015
Cost: $468 with discount
Special considerations: Order 30 large pizzas: 10 cheese, 10 sausage and
10 pepperoni.

Tactic 2: Organize donations of drinks and ice from current GoodGuides members.
Timeframe: April 2015
Cost: $65 donated
Special considerations: None

Tactic 3: Ask local water company to donate cases of water bottles.

Timeframe: April 2015
Cost: Varies depending on donation amount
Special considerations: None

Objective 4 general evaluation: Measure how many people donated, how much they donated
and keep them in mind for future events and sponsorships.

24

Communication Plan
Strategy 2: Develop creative fundraising techniques utilizing current partners and free,
online resources.

Tactic 1: Create a GoFundMe profile for Goodwill GoodGuides to raise $2,300, and
encourage mentors and mentees to share the donation link on their social media
profiles. The GoFundMe will have a widget on the donation page on the GoodGuides
website to easily direct visitors to the GoFundMe page.
Timeframe: Start the GoFundMe on Jan. 5, 2015, and have it end on Dec. 31, 2015.
Cost: $2,300 donated
Special considerations: Create a GoFundMe profile, share it on social media and
add its widget to the GoodGuides website.
See appendix a,b
Evaluation: Monitor donations each month, and compare the monthly data to social
media shares.

Tactic 2: Offer customers the opportunity to make monetary donations toward GoodGuides

when they checkout at all Goodwill stores in the Oklahoma City area.
Timeframe: Jan. 5, 2015, until July 31, 2015
Cost: $1,000 donated
Special considerations: Contact Goodwill to set this up
Evaluation: Monitor donations each month from January through July of 2015.

25

Time and
Money

Start campaign
Create VolunteerMatch profile
Collect donations at Goodwil stores
Create GoFundMe profile
Reserve park
Call sponsers and donors
Write newsletter content
Start promotions for #GuideTime
Send out newsletter
Member of the month
Mentor/Mentee success stories
Host #GuideTime
Launch social media campaign
Create and attract followers
Share information
Evaluate event

April

July

Aug

Sept

Oct

Nov
Dec

5 7 8 9 15 1 4 10 6 30 1 5 10 15 31 1 3 15 29 30 1 8 10 11 15 1 4 5 15 30 1 2 15 20 31 1 6 8 7 31

Jan

Timeline
27

Timeline
January
2015

April
2015

July 2015
August
2015

September
2015

January
2017

Jan. 5 - Start campaign

Streamline social media
Update website
Strengthen internal communication
Create VolunteerMatch profile
Collect donations at Goodwill stores Until July 31, 2015
Create GoFundMe profile Until Dec. 31, 2015

April 1- Reserve Stars and Stripes Park in Oklahoma City for #GuideTime
Call sponsors and donors for discount offers and reserve catering
Hideaway
Sno cone rental
Drinks and ice
Water bottles
Write newsletter content for first newsletter

Aug. 1- Start promotion for #GuideTime

Order t-shirts
Fliers
Social media posts
In-store promotion
Aug. 3 - Send out first newsletter
Member of the month until December 2016
Mentor/mentee success stories until December 2016
Write newsletter content*
Aug. 29 - Host #GuideTime from 11 a.m. to 3 p.m.

Sept. 1- Launch social media campaign - continuous

Create and attract followers - continuous
Share information continuous
Sept. 8 - Send out newsletter*
Evaluate event and decide if it should become an annual event.

Jan. 2- Campaign ends

Evaluate campaign

*Continue to write content each month for the following months newsletter. Continue to send out the newsletter on the first
Monday of each month.

28

29

Budget
300 T-shirts
50 Fliers
Trophy with engraving
Sno Cones
6 bags of ice
6 bottles of syrup
Machine rental from Crosslands Party World
Practice field reservation
Total cost for #GuideTime event amenities

($1,557)
($30)
($23)
($117)
($15)
($42)
($60)
($14)
($1,741)

30 large pizzas from Hideaway

Total cost with a 5 percent discount

($468)
($468)

10 bags of ice
40 2 liter bottles for drinks
Total amount of event donations

$25
$40
$65

GoFundMe
Goodwill in-store at registers donations
Total amount of donations

$2,300
$1,000
$3,000

Entertainment vouchers
Total cost of vouchers

($850)
($850)

$3,059
$306
$3,365

Subtotal
Contingency
Total

Budget sources

* (Money spent)
*Money received

Stars & Stripes, Parks and Recreation, from http://www.okc.gov/parks/

Hideaway pizza from hideawaypizza.com
T-shirts from usape.com
Vouchers, $50 donation, from http://www.harkinstheatres.com &
http://www.okaquarium.org/ for example.
Sno cone machine and materials from crosslandspartyworld.com
Fliers from fedex.com/us/
Water from culligan.com
Trophies from crownawards.com
Drinks, cups, plates, ice, etc. from walmart.com

Bibliography
Boren Mentoring Initiative Completes First Survey On Youth Mentoring Programs in Oklahoma. (n.d.). Oklahoma
Foundation for Excellence. Retrieved September 7, 2014, from http://www.ofe.org/news/
2014-07-22.htm
Big Brothers Big Sisters of Oklahoma. (2010). About. Retrieved from www.bbbsok.org/site/c.bkLTKbOSLlK6E/
b.6301613/k.42F0/We_are_here_to_start_something.htm
Big Brothers Big Sisters of Oklahoma. (2014, September 9). Big Brothers Big Sisters of Oklahoma. Retrieved
September 9, 2014, from https://www.facebook.com/bbbsofoklahoma
Big Brothers Big Sisters of Oklahoma. (2014, September 9). BBBS Oklahoma (BBBSofOklahoma) | Twitter.
Retrieved September 9, 2014, from https://twitter.com/bbbsofoklahoma
Good Prospects Home. (n.d.). Good Prospects. Retrieved September 7, 2014, from
https://goodprospects.goodwill.org
GoodGuides | Goodwill. (n.d.). GoodGuides | Goodwill. Retrieved September 7, 2014, from http://okgoodwill.org/
career-development-and-training/GoodGuides.html
Goodwill Industries of Central Oklahoma mentoring program helps teen girls go to prom. (n.d.). NewsOK.com.
Retrieved September 7, 2014, from http://newsok.com/goodwill-industries-of-central-oklahomamentoring-program-helps-teen-girls-go-to-prom/article/4547198
Integris Health. (2014). Positive Directions Mentoring Program - Community Wellness - INTEGRIS Health OKC.
Retrieved from http://integrisok.com/positivedirections
Integris Health. (2014, September 9). Integris Health OK. Retrieved September 9, 2014, from https://www.
facebook.com/integrishealthOK
Integris Health. (2014, September 9). INTEGRIS Health (integrishealth) | Twitter. Retrieved September 9, 2014,
from https://twitter.com/integrishealth
K-Life. (2014). Oklahoma City K-Life - About K-Life. Retrieved from http://oklahomacity.klife.com/about.php
K-Life. (2014, September 9). OKC K-Life. Retrieved September 9, 2014, from https://www.facebook.com/
OKCKLife/info?ref=page_internal
K-Life. (2014, September 9). OKC KLife (okc_klife) | Twitter. Retrieved September 9, 2014, from https://twitter.
com/okc_klife
The Mentoring Project. (2014). Why we exist? Retrieved from www.thementoringproject.org
The Mentoring Project. (2014, September 9). TheMentoringProject (TMProject) | Twitter. Retrieved September 9,
2014, from https://twitter.com/tmproject
The Mentoring Project. (2014, September 9). The Mentoring Project. Retrieved September 9, 2014, from https://
www.facebook.com/TMProject.org

30

Bibliography
The Mentoring Project. (2014, September 9). Instagram. Retrieved September 9, 2014, from http://instagram.
com/tmproject
Oklahoma Foundation for Excellence. (2004). Oklahoma Mentoring Programs. Retrieved from http://ofe.org/
mentoring/programs.htm
Oklahoma Mentoring Programs. (n.d.). Oklahoma Foundation for Excellence. Retrieved September 7, 2014, from
http://ofe.org/mentoring/programs.htm
Service Learning Opportunities. (n.d.). Rose State College. Retrieved September 7, 2014, from http://www.rose.
edu/service-learning-opportunities
St. Lukes United Methodist Church. (2014). Studio 222: A Ministry of St. Lukes United Methodist Church |
Oklahoma City. Retrieved from http://stlukesokc.org/index.php/studio222/page/about_studio_222
St. Lukes United Methodist Church. (2014, September 9). St. Lukes OKC. Retrieved September 9, 2014, from
https://www.facebook.com/stlukesokc/timeline
Studio 222. (2014, September 9). Studio 222 After School Program. Retrieved September 9, 2014, from https://
www.facebook.com/pages/Studio-222-after-school-program/249938778356087
United States Census Bureau. (n.d.). Oklahoma City (city) QuickFacts from the US Census Bureau. Retrieved
September 7, 2014, from http://quickfacts.census.gov/qfd/states/40/4055000.html
Who We Are. (n.d.). Oklahoma City Community Foundation. Retrieved September 7, 2014, from http://occf.org/
whoweare/
YoungLife. (2014). About YoungLife. Retrieved from http://greaterokc.younglife.org/Pages/aboutyl.aspx
YoungLife. (2014, September 9). GreaterOKCYoungLife (YLOKC) | Twitter. Retrieved September 9, 2014, from
https://twitter.com/YLOKC
YoungLife. (2014, September 9). Greater OKC YoungLife. Retrieved September 9, 2014, from https://www.
facebook.com/GREATEROKCYOUNGLIFE

31

Appendix

Appendix A
GoFundMe web site

33

Appendix B
GoFundMe pull-tabs

34

Appendix C
GoodGuides Twitter

35

Appendix D

36

GoodGuides Facebook

Appendix E

37

GoodGuides Instagram

Appendix F
content calender

Mentee & Mentor Madness

Feature a mentee or mentor on social media pages that has shown success
during the week. For example, explain why the mentee or mentor was
picked to be featured for the specific Monday.

MONDAY

TUESDAY

Trivia Tuesday
On Tuesdays, post trivia facts about GoodGuides and Goodwill. This is a
fun, informative way to engage the audience and promote the brand. Trivia
could include informative facts, as well as fun facts that would get the
audience interested. Use the #guidetimetrivia to get more people involved
on social media.
Newsday Wednesday
Post the latest GoodGuides news. GoodGuides can inform their audiences
by posting the latest news, events and anything GoodGuides related. This
provides an in the know and can benefit GoodGuides in brand awareness.

WEDNESDAY

Thank you Thursday

Send out a special thank you to someone who has made a donation to
GoodGuides throughout the year. Whether this donation has been big or
small, make sure donors know that the GoodGuides program has grown
because of their help.

Featured Friday
Feature a past mentee who has graduated the program. Explain how the
program has helped them gain life skills and become successful. This will
encourage current mentees to graduate the program

Thursday

Friday

38

Appendix g

39

Volunteermatch profile

316 S.Blackwelder Ave.

Oklahoma City, OK, 7310

Appendix h
#GuideTime t-shirt

40

Appendix i
#GuideTime flier
#GUIDETIME KICKBALL TOURNAMENT
Come show off your kickball skills, and make new friends!
The winner of the tournament will get the first ever trophy.

August 29
11 a.m. to 3 p.m.
Stars and Stripes Park
3701 S. Lake Hefner Drive
Oklahoma City, OK 73116

Join GoodGuides for this family-fun event.

Enjoy pizza, sno cones and refreshments!

41

42

Appendix j

Entertainment voucher

at

This voucher is good until

Courtesy of

Goodwill GoodGuides

Goodwi ll GoodGuides

This voucher is good for

Appendix k
Newsletter (page 1)

43

Appendix k
Newsletter (page 2)

44

Appendix k
Newsletter (page 3)

45

Appendix l

46

Press release
Poppin
Tags

PRESS RELEASE
Aug. 31, 2015
FOR IMMEDIATE RELEASE

Contact information:
Chelsea Roth, Account Executive
Office: (405) 555-7315
Email: chelsea.roth@okstate.edu

KICKOFF EVENT PROMOTES MENTORSHIP IN OKLAHOMA CITY

Aug. 29, 2016 Goodwills GoodGuides hosted a kickball tournament to build relationships

OKLAHOMA CITY Goodwill GoodGuides mentorship program hosted a kickball tournament on Aug. 29, 2015 at Stars and Stripes
Park in Oklahoma City, Okla., to kickoff the new school year.
The event was held to build relationships among all mentors and mentees in attendance. GoodGuides also hopes to gain exposure and increase
awareness to bring in more mentors for students in the Oklahoma City area.
Terry Parker, a current GoodGuides mentor, won the prize for bringing the most guests to the event with his team of young professionals from Chesapeake Energy.
I brought a flier for the #GuideTime event to work and posted it on the bulletin board, Parker said. GoodGuides is such a great organization to be a part of, and I wanted to get the word out at Chesapeake.
Following the event, four of Parkers teammates signed up to become mentors after seeing how easy it was to connect with students at
the event.
Many adults enjoyed the event and connecting with new friends, but the real winners were the students. The first place trophy was
awarded to Northwest Classen High Schools team, and it will be housed in the GoodGuides facility to stand as a reminder for the next years
students.
GoodGuides is a nonprofit founded in January 2010. Its mission is to empower at-risk youth to make positive life choices that enable them to
maximize their current and future potential. The program has currently helped more than 300 Oklahoma students learn career awareness and
training, life preparation skills, money management, job skills and professionalism. For more information about Goodwill GoodGuides mentorship
program, visit the website or call (405) 278-7165.
###

47

Appendix m
Storyboard
Scene: Netflix alone (:04) Shot: MS

Scene: Gym alone (:03) Shot: MS

Scene: Studying alone (:04) Shot: MS

Scene: Going to movies (:03) Shot: WS

Scene: Playing sports (:05) Shot: MS

Scene: Tutoring mentee (:05) Shot: MS

48

Appendix m
Storyboard
Scene: Mentor with mentee (:04) Shot: MS

Scene: Mentor with mentee (:03) Shot: MS

Scene: applying online (:09) Shot: CU

Scene: Call to action (:05) Shot: WS

Visit our website at http:okgoodwill.org or call
us at 405-278-7152.

Visit our website at http:okgoodwill.org or call

us at 405-278-7152.

Appendix N

49

Storyboard SCRIPT
Title: #GuideTime
Client: Goodwills GoodGuides Mentorship Program
Length: 45 seconds
Air Dates: TBD
MS: Girl watching Netflix (:04)

SFX:
Netflix playing in the background
Narrator:
Have you always wanted to make a difference in your community?

MS: Man lifting weights (:03)

SFX:
Weights hitting the ground
Narrator:
What about in the lives of young adults?

MS: Man studying alone (:04)

SFX:
Typing
Narrator:
Goodwills GoodGuides program gives you the opportunity to truly make an impact.

WS: Going to the movies (:03)

Narrator:
You can make a world of difference in a mentees life.

MS: Playing sports (:05)

Narrator:
Help students in the Oklahoma City area and make your time count with #GuideTime.

MS: Tutoring mentee (:05)

Narrator:
Help a mentee learn important life skills to ensure themselves a brighter future.

MS: Mentor and mentee (:04)

Narrator:
Our local community thrives when our citizens are giving back and helping others.

MS: Mentor and mentee (:03)

Narrator:
What are you waiting for? Sign up and become a mentor today.

CU: Man applying online (:09)

Narrator:
Visit our website at okgoodwill.org or call us at 405-278-7152.

WS: Call to action (:05)

Narrator:
Lets work together to ensure a promising future for our community.

PLACE CD DISK HERE

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