innate pr - new business pitch

Innate Public Relations fulfills Orange County's public relations needs through organic, results-oriented communications plans,

with a vision to create a stronger and healthier community.

Public Relations Proposal

Presented by Innate Public Relations

Presented to Mr. QuezadaMarketing Chair, California Inland Empire Council

Boy Scouts of America

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….ready to grow as part of the Hispanic community of Southern California.

“For regions like the Inland area, the Latino outreach is a matter of survival.” – David Olson The Press Enterprise March 2010

The Boy Scouts are…

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“…many Latino parents speak little or no English, and few Scout employees speak Spanish.” – Joseph Daniszewski, CEO of California Inland Empire Council, The Press Enterprise March 2010

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Increased public awareness of Boy Scouts of America, particularly in Hispanic communities.

Recruit males ages seven to 11 to the Cub Scout program.

Promote the 100th Anniversary of BSA.

The BSA has asked for…

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Increase number of Boy Scout members in the Inland Empire by 15%

Increase number of Hispanic Boy Scout members in the Inland Empire by 15%

Increase membership ages seven to 11

Celebrate the BSA 100th Anniversary

Innate Public Relations will:

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100 years of established credibility in U.S. culture

Strong understanding of branding

BSA Handbook translated into Spanish helps CIEC

Scoutreach program subsidizes low-income members

BSA Strengths

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Lack of bilingual staff members and volunteers

Lack of translated online materials available in Spanish

BSA Weaknesses

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Existing media relations

Strong connection to religious institutions

Increasing Hispanic population in Inland Empire60% of public school students are

Hispanic/Latino in the Inland Empire

BSA Opportunities

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Competition from modern distractions

Negative press associated with recruitment standards

Competition from other youth programs

4H YMCA AYSO

AFTER-SCHOOL SPORTS

BSA Threats

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An estimated 4.1 million people live in the Inland Empire43% of those are Hispanic60% of public school children in Inland Empire are

Hispanic20% of Scouts identify themselves as Hispanic

Demographics

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Key observations:

78% of Inland Empire residents identify themselves as Christians

Approximately 14% of homes are headed by a female.

Psychographics

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Fiscal resources have been invested in marketing and advertising, according to an article by the Press-Enterprise.

Public relations may be a more cost-effective option to reach BSA’s goals.

BSA-CIEC is facing less than ideal membership enrollment, due in part, to a lack of engagement with Hispanic communities

Situation Analysis and Core Problem

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Objective 1: MembershipIncrease overall Scout membership in

Inland Empire by 15% before Feb. 28, 2011.

This will improve the organization’s diversity, build a stronger community and reach the goal of increasing awareness for BSA.

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Objective 1: MembershipKey Public: Parents of boys ages seven to 11 outside of BSA

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Objective 1: MembershipMedia Relations

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Objective 1: MembershipSTORY IDEAS:

Profile story on a Scout’s growth through BSA

Back to Den Night

Post-Scout for Scouts CampaignProfiles number of Scouts recruited and the

success of the campaign

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Objective 1: MembershipOnline Media – Why?

Before deciding whether to purchase recommended products or services, more than four-out-of-five consumers (81%) will go online to verify those recommendations.

-Cone Inc. Online Influence Trend Tracker

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Objective 1: MembershipFacebook Vanity URL

(facebook.com/bsaciec)

Facebook landing tab highlighting Back to Den Night and Scout for Scouts

Twitter page (twitter.com/bsaciec)

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Utilize #scout4scouts hash tag on Twitter so that current parents can tweet about their child’s experience, while reaching new potential Scout parents.

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Objective 1: MembershipTactics:

Re-vamp website to include Scout for Scouts and Back to Den Night logos

Announce Back to Den Night through Monday Memo. E-mail will have a “share” button that allows users to e-mail to friends or send the memo as a link.

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Objective 2: Diversity

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Objective 2: DiversityIncrease the number of Hispanic scouts in

Inland Empire by 15% before Feb. 28, 2011.

As population of Hispanics in the Inland Empire remains high, BSA must appeal to this growing audience in order to maintain its membership numbers.

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Objective 2: DiversityEliminate the language barrier between BSA and potential scout parents

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Objective 2: DiversityTranslate all website material into Spanish.

Create easy-access link for Spanish website

Translate Monday Memos into Spanish for parents

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Objective 2: DiversityMake announcement at Back to Den Night

that bilingual volunteers are needed.

Communicate the need for bilingual volunteers through Monday Memo.

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Objective 2: DiversityTarget potential bilingual volunteers through

websites and message boardsPost query on Volunteermatch.com

Strategy:

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Itemized BudgetEstimated Cost to Boy Scouts of America:

$52535 hours X $15/hour

Labor is the only cost.

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EvaluationIPR will observe: Increased number of Scouts Increased event attendance Pre- and post event surveys Volunteer count Increases in media impressions Facebook interactions Website analytics

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Reporting procedures

Weekly IPR team meetings

Weekly status reports between Executive Director and client via phoneReport will outline evaluation of campaign

success

Ongoing e-mail communication with client

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Why we’re right for the BSAFully understand the needs of BSAResearch to understand demographics

and our publicsWord-of-mouth and social media

campaigns are backed by researchProvide a welcoming environment for all

communities

Thank you sincerely from

Innate Public Relations for the opportunity to

serve the Boy Scouts!