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    Table of ContentsExecutive Summary - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 2

    Situation Analysis - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 3

    Objectives - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 5-10

    Implementation - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 11-14

    Timeline - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 15-16

    Budget - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 17

    Research - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 18

    Evaluation - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 19

    Conclusion - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 20

    Target Audience - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 4

    Future Goals - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 21-23

    Our Team - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -24

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    Orphanage Support Service Organization (OSSO) is set on blessing the lives of children who are not fortunate

    enough to live in a home with loving parents. There are many children who are given love, support and hope of a

    promising future because of OSSO’s eorts.

    We hope to contribute to this organization’s eorts with a series of objectives tailored to OSSO’s needs. Thestructure of our plan includes increasing community awareness of OSSO, generating greater interest for volunteer

    participation, and acquiring donors to support orphanages. The Fall season will be the focus of this campaign.

    “Hold a hand, change a life.” This powerful message shared on the OSSO website can have a worldwide eect. Asour agency unites with Orphanage Support Service Organization our goal is the organization’s goal and this is our

    common message.

    Executive Summary

    3

    Orphanage Support Services Organization has great capacity and desire to benet the lives of childrenthroughout the world. The children served by OSSO are in need of loving hearts and helping hands in th e form

    of volunteers who will give quality time and generous donations to provide basic needs. A mission to provide love,food, shelter, and many other necessities cannot be fullled without community. There are so many strengthswithin OSSO that we recognize and would like to develop.

    We are impressed with OSSO’s powerful messages, social media management, and faithful alumni. Written

    content and images shared on this organization’s media sites are clear and impactful. We love the quote on the

    OSSO webpage “Hold a hand, change a life.” Social media platforms like OSSO’s Facebook and Instagram

    pages have a strong base of followers. Target audiences are provided with frequent posts to stay updated with

    OSSO’s activities. The connections alumni have built with this organization are deep and long lasting. These

    strengths enable us to develop strong objectives to address improvement.

    In order for OSSO to reach its full potential, it needs commitment and support from outside sources.

    There is great brand potential with the amazing content OSSO has written. “Hold a hand, change a life” can

    be a tag line and key message for the OSSO brand. this line is catchy and inspiring. As the brand is developed,community presence will be enhanced. Local involvement is a crucial element for success and will expand the

    OSSO community. Social media platforms used by OSSO are strong in that they are used frequently and have

    a strong base of followers. We will discuss ways that the messages put out on these mediums are tailored to the

    target audience. Awareness and support from the community will be increased as we make adjustments.

    The past struggle to secure adequate volunteers and donors for the Fall season are battle scars

    that can make OSSO stronger. This is truly a worthy ght and it can be won. Failure is always a possibility, but wecan combat the diculties that come with the Fall because we have a solid plan of execution.

    With our help, this incredible organization can thrive and continue to support children all over the world.

    Situation Analysis

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    Primary Audience:

    Female high school students and College students between the ages of 18 to 24 in the

    Rexburg, Idaho area.

    Secondary Audience:

    Female high school students and College students between the ages of 18 to 24 in the

    western United States and part of Canada.

     

    Local businesses and families in the Rexburg area.

    Target Audience

    5

    Objective 1:

    Create greater awareness and community presence.

    Rationale: We conducted research on a small scale to provide

    anecdotal information regarding the community awareness of OSSO.

    Based on the results of our survey research (detailed in the research

    section) we determined that awareness needs to be increased. This

    objective is very important to create a local presence.

    Strategy 1:

    Implement media strategy that will increase awareness particularly

    among students between ages 18 and 24.

    Objectives

    Tactic 1:

    Recruit alumni to share photos, videos, and stories about thier

    experience. On all social media where OSSO has a presence, there could

    be weekly volunteer spotlight. The spotlight’s purpose is to encourage

    others to volunteer based on the experience of others their age.

    Using a hastag such as, #holdahand

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    Tactic 2:

    A connection to the children in orphanages would draw interest. A volunteer could interview one of the children and post a spotlight

    on social media like Facebook and Instagram. This would allow

    a special connection to form with followers without the need of a

    photo. (As seen to the right)

    Using a hastag such as, #changealife

    Strategy 2:

    Alumni will be a great resource to help generate interest.

    Tactic 1:

    Involve alumni in local activities that promote OSSO. For the

    months of October and November, use a spokesperson in schools to

    promote volunteerism, awareness, and donations.

    Tactic 2:

    Prominently display program alumni testimonials on OSSO website

    to generate new volunteer interest. Videos displayed on the OSSO

    homepage, Facebook, and Instagram will increase interest of site

     visitors.

    Objectives

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    Objective 2:

    Increase donations in the Fall.

    Rationale: Company experience has proved that donations and volunteers

    decrease drastically in October and November. These strategies will help

    combat this drop.

    Strategy 1:

    Implement October for Orphans community challenges.

    Tactic 1:

    Involve local schools with a coin-collecting project lasting for two weeks. Analumni video could be shown at the beginning of this challenge in classrooms to

    promote excitement.

    Tactic 2:

    Make company apparel easily accessible for purchase online. The sale of

    products would help raise funds during the Fall. Advertising products on socialmedia will increase sales.

    Objectives

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    Strategy 3:

    Implement November Orphan Awareness Month activities.

    Tactic 1:

    Record success of activity in Rexburg during October for Orphans.

    Experiences from the month could be shared on OSSO’s social media

    pages to create excitement during Orphan Awareness Month.

    Tactic 2:

    Post educational messages and facts on social media to spread awareness.

    Objectives

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    ObjectivesObjective 3:

    Increase OSSO volunteer interest for the Fall

    Rationale: OSSO has experienced a drop in volunteers during

    the Fall season. The following strategies will help increase volunteer

    numbers.

    Strategy 1:

    Provide opportunities for local involvement.

    Tactic 1: 

    Local volunteer opportunities would be benecial in helpingwith community awareness and involvement. This would provide

    manpower to carry out projects like the shoe collections.

    Tactic 2:

    Create an OSSO oce internship that will allow students toimplement ideas for fundraising that are cost eective andrepeatable. Interns could develop material on the website and help

    increase Search Engine Optimization.

    Example of social media banner: Example of Intern social media

    banner or poster:

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    Strategy 2:

    Oer Fall promotions for volunteers.

    Tactic 1:

    Advertise a lower program rate to increase interest and likelihood ofsecuring volunteers.

    Tactic 2:

    Advertise to BYU-Idaho students that could volunteer on their o-track.

    Objectives

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    Overview:

    Execution of the objectives discussed will be carried out to improve community awareness of OSSO, increasedonations in the Fall, and increase volunteers in the Fall. We have designed powerful steps to achieve the desired

    support in the community and abroad.

    Implementation

    Step 1:

    Strong connections with OSSO’s local community will lead to success in the regions this organization supports.

    Members of OSSO alumni can be used as spokespersons.

    Weekly volunteer spotlights can be obtained and used to increase awareness and interest. Contact alumni

    and invite them to share a “Hold a hand, change a l ife” moment. This can be done a s a video, short story, orapproved photo. “Moments” can be sent to social media administrators for approval and posted as testimonials on

    Facebook, Instagram, and Pinterest. Images and videos on these platforms eectively engage followers.

    Posts should be made Monday, Friday and/or Saturday between 8pm and 11pm for greatest views.

    Current volunteers on site, in orphanages, can interview children and send interview responses to an OSSO social

    media administrator for approval. Volunteers can ask the kids about the activities they are doing, their favorite

    color, and their favorite toy. In lieu of a photo of a child, a drawing of theirs could be posted. Spotlighting a child

    with a fun interview will help OSSO followers develop a connection with the kids.

    Using a spokesperson, such as an alumni, will generate greater community interest. There is a need for volunteer

    and donation increase in the Fall. During this time, particularly in October and November, recruit a member of

    OSSO alumni to volunteer locally as a spokesperson.

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    Step 3:

    Increasing OSSO international volunteers will be easier when community members are experienced with the

    organization locally. The Urban Institute has done research that suggests that familiarity with the culture of an

    organization will increase volunteer retention and volunteer recruits. Based on this research, we propose that OSSO

    oers local volunteer opportunities.

    Local volunteers could help with projects like collections. When the children OSSO benets are in need of shoesand clothing, volunteers can collect donations in the community. This type of experience will give community

    members the opportunity to know the culture of OSSO and increase desire to serve abroad.

    We believe that oering a local internship will have an impact on volunteer interest. The most important function

    of OSSO is to support the needs of children in orphanages. As an organization, OSSO does this beautifully. Acommunication intern will enhance this eort with the skills they could oer.

    Interns could focus on increasing search engine optimization, developing irresistible website design, carry out

    innovative local initiatives for fundraising, work on video productions, work on volunteer increase, and even manage

    local volunteers. As an unpaid internship, this position will supplement the eorts and success OSSO experiences.

    To set up BYU-Idaho Communication internship:  1. Dene tasks of intern  2. Commit to allow internship for at least seven weeks

      3. Must accumulate 150 hours of experience (over seven week period or longer)

      4. Designate a mentor who can oversee intern and assist them with projects or questions  5. Once steps 1-4 are completed, Contact Joel Judkins, Communication Department Internship

    Coordinator, to make the internship ocial.Email: [email protected]

      Phone: 208-496-3708

    Implementation

    12

    Step 2:

    October for Orphans will involve community activities to get people excited about OSSO. A school sponsoredfundraising activity will take place to support OSSO. The video outlined above can be used in the school’s

    morning announcements at this time. The video will include an alumni spokesperson giving a brief testimonial

    of th eir experience and explaining the importance of donating. This is the protocol for submitting a video and

    implementing a fundraiser in a Washington school district.

    Washington state school district protocol example-

    To set up fundraiser in a high school:

      1. Nonprot partners with a school service club to run fundraiser (like key club)  2. The club will be responsible for collecting donations

      3. At the end of the fundraiser, the club will write a check for the nonprot

    To set up advertising in school:

      1. Nonprot would provide video to school club  2. School club would submit the video to administrator for approval

      3. Video would be shown in the school’s morning announcements sponsored by the school club

    Trends, like November’s Orphan Awareness Month, can be used to generate and continue excitement fromOctober. As this is a national awareness month, it can have a national stretch. During November, OSSO canshare its triumphs from October for Orphans. Alumni based all over the United States can spread awareness andeducation about their experience.

    Throughout October and November, encourage alumni to submit testimonials to OSSO media specialists. These

     videos should address October for Orphans and November Orphan Awareness Month specically. This contentshould be displayed on OSSO’s webpage, Facebook, Instagram, and Pinterest.

    Implementation

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    During the Fall season, volunteers need all the incentive they can get to go abroad. Oering a reduced rate forthis season will increase the interest of volunteers. One of the problems we anticipate for this season is school

    scheduling. The schedule is not conducive to volunteer opportunities abroad.

    As the OSSO’s main oce is located in Rexburg, it makes sense to obtain volunteers from BYU-Idaho students.Conveniently, there are thousands of students o-track each Fall. There is a portion of students that don’t haveplans for this time. Prior to the Fall semester, starting in May, advertise the need for volunteers for the season.

    O-track students will consider OSSO as an option for their time o. This would be a great time to displaytestimonials of BYU-Idaho students who have been OSSO volunteers. They can talk about their service withOSSO during their time o school. Advertisements can be posted on social media platforms and yers can bedistributed in the community targeting these students.

    These comprehensive steps will give OSSO the ability to thrive. A strong support system in the United States willstrengthen the eorts of OSSO volunteers abroad.

    Implementation

    15

    Timeline 2016:

     January:

    1. Begin advertising for an intern to work in the

    OSSO oce during the Spring semester.2. Contact OSSO alumni and encourage

    testimonial submission. This can be as

    easy as a video taken on a smartphone.

    3.Post weekly spotlights “Hold a hand,

    change a life” moments of volunteers

    and the children they are impacting.

    February:

    1. Put Winter intern(s) to work on projects thatwill increase search engine optimization or social

    media interaction.

    2. Involve local volunteers with any community

    projects such as a clothing or shoes drive.3. Post weekly spotlights “Hold a hand, change a

    life” moments of volunteers and the children they

    are impacting.

    Timeline

    March:

    1. Select an intern(s) for the Spring semester.

    2. Post weekly spotlights “Hold a hand, change a

    life” moments of volunteers and the children they

    are impacting.

     April:

    1. Spring intern can start work to h elp with any

    desired project.

    2. Continue collecting volunteer testimonials.3. Post weekly spotlights “Hold a hand, change a

    life” moments of volunteers and the children they

    are impacting.

    May:

    1. Begin advertising to BYU-Idaho student with aFall o-track.2. Collect testimonials from BYU-Idaho studentswho volunteered with OSSO.

    3. Continue communication with OSSO alumni.

    4. Post weekly spotlights “Hold a hand, change a

    life” moments of volunteers and the children they

    are impacting.

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    Te strategies we have developed are designed to function with little to no budget.

    Budget

    16

    Timeline

    September:

    1. Work with service club in local high school to

    implement October for Orphans fundraiser.

    2. Begin video production for October for Orphans

    school advertising.

    3. Post weekly spotlights “Hold a hand, change a

    life” moments of volunteers and the children they

    are impacting.

    October:

    1. Carry out fundraising in schools.2. Collect experiences from participants to be shared

    in November.

    3. Advertise OSSO apparel on webpage and socialmedia platforms for community support.

    4. Post weekly spotlights “Hold a hand, change a

    life” moments of volunteers and the children they

    are impacting.

    Novementer:

    1. Post experiences from October.

    2. Post educational facts about OSSO and orphans.

    3. Advertise for Winter Intern.4. Post weekly spotlights “Hold a hand, change a

    life” moments of volunteers and the children they

    are impacting.

     June:

    1. If there are funds to order apparel for the Fall

    fundraiser, like T-shirts and posters, these will be

    ordered.

    2. Advertise for a Fall intern(s).3. Post weekly spotlights “Hold a hand, change a

    life” moments of volunteers and the children they

    are impacting.

     July:

    1. Advertise upcoming Fall discounts to volunteerabroad2. Select Fall intern(s).

    3. Post weekly spotlights “Hold a hand, change a

    life” moments of volunteers and the children they

    are impacting.

     August:

    1. Take time to collect material to advertise for the

    upcoming Fall events.

    2. Post weekly spotlights “Hold a hand, change a

    life” moments of volunteers and the children they

    are impacting.

    December:

    1.Post weekly spotlights “Hold a

    hand, change a life” moments of

     volunteers and the children they

    are impacting.

    2.Share Christmas experiences

    from OSSO eorts abroad.

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    Primary Research:Focus Group

    We surveyed a small group of students that

    attended a forum held by the International

    Studies Society. We rationalized that

    students in attendance should know about

    OSSO because of their involvement with

    international programs. Out of 20 students

    surveyed, 45 percent had heard of OSSO

    and only 5 percent knew of their Main

    Street location.

    ResearchSecondary Research:Eectiveness of testimonials

    Testimonials have been used commonly in advertising and have proven to be very successful,

    when done correctly. The people portrayed should feel real and authentic. Advertisingexpert, Shafri Mohamad, has said this about testimonials, “The approach is taken because

    they seem to add credibility and genuineness to the advertising. Thus, more often than

    not historically they have been successful provided the ̀ rules’ are fol lowed,”. (For more

    information: http://search.proquest.com.byui.idm.oclc.org/docview/266818463/

    E9188840AD9B4227PQ/1?accountid=9817)

    The primary target audience for this campaign includes 18 year old females in high school

    and 18-24 year old college students of both sexes. According to app statistics of Instagram andPinterest, about 68% of account holders are females. Over 90% of Instagram account holdersare between 18 and 34. Facebook is the top social media site for teenagers in th e United States.

    These are mediums used by OSSO that will be very eective in reaching its target audience.(For more informaiton: http://www.businessinsider.com/instagram-demographics-2013-12)

    The website, Nonprot Hub, is a great resource to nd campaign strategies that have producedresults for nonprot organizations. One of the tips provided on this web page is to takeadvantage of designated days highlighting your cause. Orphan Awareness Month is Novemberand is an opportunity to educate and generate community interest. (For more information:

    http://www.nonprothub.org/social-media/the-top-4-nonprot-social-media-campaigns-of-2013-and-what-you-can-learn/)

    19

    The objectives that we are proposing for OSSO take a strong brand and make it recognizable. This goal can beaccomplished by increasing community awareness and dening OSSO’s presence. As brand recognition increases,community involvement, donations, and volunteerism should increase.

    Success of goals can be measured by:

      -Donation increase in October and November

      -Volunteer increase throughout the Fall

      -New Social Media followers

      -Number of new testimonials submitted

      -Number of “likes” each testimonial video receives

      -Number of website visits

      -Internship implementation

    By monitoring these measurements, we can verify the impact of OSSO in a tangible way.

    Evaluation

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    As people become aware of the OSSO opportunities there will be an increase of both volunteers and donors. Thetestimonial videos created will give a sense of authenticity to not only the program but the people who support

    it. The local volunteer opportunities will give more people the chance to be involved who may not be able to

     volunteer otherwise.

    Increased involvement will mean that more people become familiar with OSSO. The eects will continue byword of mouth and through social media. OSSO won’t have to worry through the Fall months but will be able to

    condently lead through the entire year. OSSO on THREE! ONE! TWO! THREE! OSSO!

    Conclusion

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    Objectives to implement in the next fve years

    Future Objective 1: Expand fundraising initiatives locally.

    If there is success, these ideas can be implemented to include a

    larger geographical area.

    Strategy 1:

    Partner with businesses to raise money.

    Tactic 1:

    Design a discount card for community members to purchase

    and wear in October. The card will be advertised on OSSOwebpage, social media platforms and in local businesses. Its

    purpose will be spread awareness about OSSO and its mission.

    Tactic 2:

    The card will advertise for local businesses, and in exchanges,

    businesses can oer discounts. Card will be valid throughoutthe month of October. This provides incentive for community

    members to buy a card and for businesses to contribute to

    OSSO’s cause.

    Strategy 2:

    Implement December fundraiser

    Future Goals

    Tactic 1:

    Advertise the sale of a bear ornament representing OSSO andthe help they give to children not only at Christmas time, but

    throughout the year.

    Tactic 2:

    Recruit an OSSO alumni member to be a spokesperson for

    this fundraiser. They can be involved in advertising and selling

    ornaments.

    Future Objective 2: Increase social media eorts to drawinterest from potential volunteers.

    Strategy:

    Start a contest at the designed to last for one month.

    Tactic 1:

    The contest will be to increase followers on social media. For

    example, Facebook. Set a goal to increase followers by 10% in

    one month.

     

    Tactic 2:

    Advertise a t-shirt giveaway that will happen at the end of themonth if goal is accomplished. The winner will be selected

    from the people who liked the page during the contest.

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     Additional Research:

    Survey method:

    To nd out about community awareness of OSSO:1. Partner with high school service group (like key club) to

    conduct a random sample survey to determine awareness

    among high school seniors.

    2. Use OSSO intern to conduct random sample survey or focus

    group on BYU-Idaho campus to determine awareness.

    Secondary Research:

    More on testimonials-

    Within testimonials, there is a debate between the eectivenessof using celebrities versus typical people. A study wasconducted to test this theory and in fact found the testimonials

    of typical people to be more eective because they seemto be more genuine. Testimonials are also a cost eectiveway to promote products because you don’t need to hire

    actors or elaborated visual graphics teams. Testimonials

    are an eective way to project your message. (For moreinformation: http://search.proquest.com.byui.idm.oclc.org/

    Future GoalsSecondary Research Continued...

    According to research, the best days to post on Facebook,Pinterest, and Instagram are Monday Thursday, and Friday.

    It is advised to post between 8pm and 11pm for greatest

    likelihood of shares and clicks. (For more information: http://

    www.quicksprout.com/2015/01/02/what-are-the-best-times-

    to-post-on-social-media/)

    The Urban Institute did research on what impacts volunteer

    retention and increase. They found that the more involved

     volunteers could be with organizational tasks, the morelikely they were to recruit other volunteers and continue

     volunteering. (For more information: http://www.urban.

    org/sites/default/les/alfresco/publication-pdfs/411005-Volunteer-Management-Practices-and-Retention-of-

    Volunteers.PDF)

    23

    Future Goals

     Additional Designs:

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    Team Manager- Makenzie Stevens

    Presenter/Designer- Kyle Braby

    Designer/Research- Solana Curtis

    Copywriter- Trevor Clayton

    Our Team