Pin PR

Childcare Alliance
Dylan Buboltz, Avery Faehling, Bryan Konicek,
Katie Vlachina

Agenda

Case Summary
Stated and Actual Problem
Previous Survey Results
Target Audiences and Publics
Focus Group Analysis
SWOT Analysis
GOST
Execution

Timetable
Budget
MEME

Measurement and Evaluation

So What?
Questions

Case Overview

Bring childcare facility to UWGB campus

Awareness but lack of knowledge

Only one of two UW 4-year campuses without one

Already paying segregated fees

Stated vs. Unstated

Stated
- Create understanding
- Spread the word

Unstated
- Awareness
- Educated . . .

- Gain support

- Lacking vocal support

- Grow coalition

- Social Media continuity

- Consistency in information

Audience Analysis
Primary

Students, staff, and

faculty with children
Community
Students, staff, and
faculty without kids
Chancellor

Secondary

Students who would

work there
SGA
Prospective Students
with children

Marginal

Competition
Other UW
school and local
Childcare
services
Government
Certifications
Accreditation

Research

One of two UW system schools without childcare

65% of students with children use a service beyond family.

58% use local childcare 32% use drop in daycare.

No overwhelming organization being used.

Over 70% of those surveyed would use campus childcare services.

Focus Group

10 students

Petition unawareness

Concern due to lack of awareness/understanding

Non-Traditional Campus

SWOT
Strengths

Students
paying a
segregated
fee already
Referendum
has already
passed

Weaknesses

No building

Social Media

Chancellor not
necessarily on
board yet

Community
Involvement
(invite to
campaigns)

10% of UWGB
students are
parents

Opportunities

Low social
media
presence
(Facebook
new)
Awareness

Threats

Student
pushback

Other
childcare
services

Outside media

Funding

Students
(internships)

Connected
campus

Lack of
support from
Chancellor
may affect
other peoples
support

Layout

Petitions
online

GOST (Communication)
Goals

Increase Social
Media Presence

Objectives

Increase social
media posts/
interaction by
15% by the
spring 2017
semester

Strategies

Increase ease of
posting/
interactions

Increase
awareness of
social media
platforms

Tactics

Poster and signs

in academic
halls of
Facebook and
Twitter pages

#UWGBChildc
are for all
tweets

Use
call-to-actions
for all posts
necessary

GOST (Business)
Goals

Increase petition
signatures

Objectives

Increase to 500
signed petitions
by the end of
the 2016-2017
school year

Strategies

Create
face-to-face
interaction
Educate
students, staff,
and faculty
about the
Childcare
Alliance

Tactics

Promotional
booths

Create posters
and signs in all
academic
buildings and
Kress Center

Promote at
UWGB
Womens
Basketball
games

GOST (Business)
Goals

Objectives

Build the
Childcare
Center facility

Build the
Childcare
Center by ____
date.

Strategies

Tactics

Increase funds

Blast from the

Past Event

Increase the
support of our
targets

Information
flyers
distributed in
community/ on
campus
Fundraiser at
popular
restaurant

Execution-Timetable
All months:

Encourage petition signatures

To target students with children use adult access office especially as a location for posters,
flyers, etc.
o

Update each semester

Flyers/posters at all athletic events

Social media updates and other posts

Execution-Timetable Cont...
For the year 2016

May

Flyers, posters, booths at R&R

Begin brainstorming and organizing

booths

July

Create a student organization

Promotional Booths begon

Org Smorg
Blast from the Past

October

Brainstorm fundraiser opportunity

Create survey/focus group to evaluate at

conclusion of fundraiser

November

August

September

News releases/media pitches/media kits

June

Host fundraiser
Distribute survey/focus group
Booth at WBB home games

December

Evaluate fundraiser success

Booth at WBB home games

Execution-Timetable Cont...
For the year 2017

January

Promotional booth first week of classes

Booth at WBB home games

Pink Zone game

March

Brainstorm and implement end-of-year

fundraiser

April

February

Plan fundraising event

Create timeline for next academic year

May

State what will happen the next year

Budget

Childcare Alliance
Budget:
Fundraising
Food at Blast from the Past Event ($4 lunch packs- Brat or
burger, bag of chips, and beverage) (appx. 100 people)
Item
Advertising (Public Service Announcement)
Earned Media

$500
Projected Income
$400
Projected Cost
$0
$0

Blast from the Past

Food
Activities
DJ

$200
$100
$50

Printing

$100

Contingency
Total

$50
$500

MEME
MEME

Resonates

Unpackable

Memorable

Total
score
(15)

13

12

11

14

Measurement and Evaluation

Look at signature page

Use Facebook and Twitter

Pages

Analytics

Social analysis of child care content

Look for posters around campus

So What?

Creating understanding needs to be

number one
Support and awareness needs to
continue
Social media will help reach college
students
Social media needs to be used
consistently

Questions?