Your water. Your future. By: Hayley Fee, Katherine Ferrer, Aranda - - PowerPoint PPT Presentation

your water your future
SMART_READER_LITE
LIVE PREVIEW

Your water. Your future. By: Hayley Fee, Katherine Ferrer, Aranda - - PowerPoint PPT Presentation

e r f r v o i R n t PUBLIC R E LATIONS Your water. Your future. By: Hayley Fee, Katherine Ferrer, Aranda Hanks, Dillon Koenig and Etta Petersen Public Relations Campaigns: PR 4740-001 Fall 2016 TEAM PROFILE Hayley Fee Hayley is


slide-1
SLIDE 1

By: Hayley Fee, Katherine Ferrer, Aranda Hanks, Dillon Koenig and Etta Petersen Public Relations Campaigns: PR 4740-001 – Fall 2016

Your water. Your future.

R i v e r f r

  • n

t

PUBLIC R E LATIONS

slide-2
SLIDE 2

TEAM PROFILE

Hayley Fee

Hayley is a MTSU graduate with a Bachelor of Science in Mass Communications with emphasis in public relations in the recording industry and a minor in marketing. Hayley is continuing her career at American Airlines working in its customer relationship management department.

Katherine Ferrer

Katherine is a MTSU graduate with a Bachelor of Science in Mass Communications with emphasis in public relations and a minor in marketing. She is the immediate past chapter president for the MTSU Public Relations Student Society of America (PRSSA). Katherine is currently a Marketing Coordinator at Smith Seckman Reid, Inc., a consulting engineering firm in Nashville, Tennessee.

Aranda Hanks

Aranda is a graduating senior at MTSU studying public relations with minors in marketing and political

  • science. She is a member of the MTSU Public Relations Student Society of America (PRSSA). Aranda

served as the Vice President of MTSU’s Panhellenic Recruitment last semester, while also interning at the

  • St. Jude Children’s Research Hospital in Nashville, Tennessee.

Dillon Koenig

Dillon is a graduating senior at MTSU studying public relations with a minor in marketing. Dillon is a current member of Omega Delta Psi. His experience includes writing for MTSU Sidelines, the university’s student newspaper.

Etta Petersen

Etta is a MTSU graduate with a Bachelor of Science in Mass Communications with emphasis in public relations and minors in marketing and Spanish. Etta served as the Marketing Director for MT10, the university’s student cable station. She also has experience writing for MTSU Sidelines, the university’s student newspaper.

slide-3
SLIDE 3

SITUATION ANALYSIS

Problem Statement: Tennessee Scenic Rivers Association (TSRA) lacks recognition among college students and young families, lacks strong relationships with Tennessee conservation groups and leaders, and is unstable to sustain its conser- vation efforts among polluted Tennessee rivers.

  • Only organization that invests its funds back to conservation
  • Millennials: 18 to 39-year-olds who use social media to receive information

Millennials Young families Current members

slide-4
SLIDE 4

SWOT ANALYSIS

Strengths Internal

  • Experience
  • Reputation
  • Longevity
  • Wholesome values
  • Conservation efforts

External

  • Location
  • Trendy
  • Affordable
  • Wholesome values

Weaknesses Internal

  • Location
  • Structure
  • Communication between departments
  • Demographic

External

  • Awareness
  • Social media presence
  • Conservation unpredictable

Opportunities Internal

  • Growth of members
  • Conservation efforts
  • Wholesome values
  • Expansion

External

  • Social media presence
  • Conservation efforts
  • All subgroups (ocean paddle boarders, etc.)
  • Lifetime membership
  • Expansion
  • Increase events

Threats Internal

  • Old age
  • Decrease in volunteers and members
  • Lawsuits
  • Expensive training

External

  • Decrease in volunteers and membership
  • Lawsuits and pollution
  • Oil company, coal company, paper mill
slide-5
SLIDE 5

PR AUDIT

Internal Environment

Performance Niche Structure Ethical Base Internal Impediments

slide-6
SLIDE 6

PR AUDIT

External Environment

Supporters Competitors Opponents External Impediments

slide-7
SLIDE 7

PR AUDIT

Public Perception

Visibility Reputation

slide-8
SLIDE 8

RESEARCH

Mill Creek Access Build

slide-9
SLIDE 9

PRIMARY RESEARCH

  • Non-probability, convenience sample survey
  • 180 of 500 students responded (36 percent)
  • Over 95 percent millennials

Figure 1

Q6: Have you heard of the Tennessee Scenic Rivers Association (TSRA)?

Figure 2

Q7: Have you ever been paddling? For example: kayaking, canoeing, paddle boarding, etc.

11.5% 88.5% 18.1% 81.9% Yes No

slide-10
SLIDE 10

PRIMARY RESEARCH

Figure 3

Q10: How likely are you to participate in an organized group paddling trip?

Figure 4

Q11: How likely are you to participate in an organized group river clean up?

22.5% 20.3% 23.6% 18.7% 14.8% Not likely Not so likely Neutral Likely Very likely Not likely Not so likely Neutral Likely Very likely 25.8% 19.8% 29.1% 12.1% 13.2%

slide-11
SLIDE 11

SECONDARY RESEARCH

  • Understanding Millennials:
  • Lead strong eco-friendly lifestyles
  • Millennials prefer to create their own labels
  • Willing to put time and effort into creating, sustaining and conserving a better future
  • Connecting with Young Families:
  • Childhood obesity rate has grown from 5 percent to 18 percent over the last 30 years
  • Children who spend more time outdoors are less likely to experience depression or be diagnosed with ADD or ADHD
  • Purpose of Conservation:
  • Many Tennessee rivers are being neglected
  • Raise awareness of conserving and protecting rivers
slide-12
SLIDE 12

STRATEGY

Highway 100 Harpeth Access Build

slide-13
SLIDE 13

GOALS & OBJECTIVES

Reputation

Goal: To strengthen the reputation of TSRA among millennials by increasing its social media presence. Objective: To have an effect on awareness by creating a TSRA Instagram account to gain 200 Rutherford and Davidson county college millennial followers by

  • Feb. 1, 2018.

Objective: To have an effect on awareness by awarding one to two TSRA scholarships to Middle Tennessee high school seniors and undergrad college students by

  • Feb. 1, 2018.

Relationship

Goal: To establish relationships with young families by enhancing TSRA’s Facebook page. Objective: To have an effect

  • n acceptance among young

families by initiating 200 Facebook conversations and gaining 250 likes by Feb. 1, 2018.

Activity

Goal: To increase the activity among TSRA members. Objective: To have an effect on TSRA member involvement by creating a members-only event with 100 members in attendance

  • n Dec. 9, 2017.
slide-14
SLIDE 14

THEME & MESSAGES

2 3

Campaign theme: Messages:

Millennials: Join TSRA to have fun while protecting your water supply. Young families: Bond with your family at a TSRA event. Members: Invest in TSRA to protect your adventure.

slide-15
SLIDE 15

MEDIA & ACTIONS

Traditional Media Social Media Task

slide-16
SLIDE 16

PROGRAMMING

Duck River Access Build

slide-17
SLIDE 17

GOAL ONE

Objective: To have an effect on awareness by creating a TSRA Instagram account to gain 200 Rutherford and Davidson county college millennial followers by Feb. 1, 2018.

  • Hashtag
  • Contest
  • Cutout

Objective: To have an effect on awareness by awarding one to two TSRA scholarships to Middle Tennessee high school seniors and undergrad college students by Feb. 1, 2018.

  • 750 to 1000 word essay: Why I Conserve (due at the end of May)
  • Minimum 20 hours of TSRA volunteer time/community service, including:
  • River clean-up
  • Building blue entry ways
  • Volunteering at special events

* Applicant’s hours must be logged and approved by a board member

T S R A # Y

  • u

r W a t e r Y

  • u

r F u t u r e T S R A # Y

  • u

r W a t e r Y

  • u

r F u t u r e T S R A # Y

  • u

r W a t e r Y

  • u

r F u t u r e

slide-18
SLIDE 18

INSTAGRAM CUTOUT

slide-19
SLIDE 19

INSTAGRAM PAGE

slide-20
SLIDE 20

TSRA SCHOLARSHIP

Volunteer Hour Log

slide-21
SLIDE 21

TSRA SCHOLARSHIP

Fundraisers Contact List

Rutherford County Schools 2240 Southpark Blvd. Murfreesboro, TN 37128 Karen Meador - Student Services meadork@rcschools.net (615) 893-5812 Metro Nashville Public Schools 2601 Bransford Ave. Nashville, TN 37204 Molly Sehring molly.sehring@mnps.org (615) 259-8569 Middle Tennessee Council Boy Scouts 3414 Hillsboro Pike Nashville, TN 37215 Dwanna Hughes dhughes@mtcbsa.org (615) 383-9724 Girl Scouts of Middle Tennessee 4522 Granny White Pike Nashville, TN 37204 Rebecca Anderson randerson@gsmidtn.org (615) 460-0243 YMCA of Middle Tennessee 1000 Church Street Nashville, TN 37203 (615) 259-9622 MTSU MTOP 1848 Blue Raider Drive Murfreesboro, TN 37128 (615) 898-2104 Nashville Parent Magazine 2200 Rosa L. Parks Blvd. Nashville, TN 37228 (615) 256-2158 Community Foundation of Middle TN 3833 Cleghorn Ave., Suite 400 Nashville, TN 37215 Pat Embry pembry@cfmt.org (615) 321-4939

slide-22
SLIDE 22

GOAL TWO

Objective: To have an effect on acceptance among young families by initiating 200 Facebook conversations and gaining 250 likes by Feb. 1, 2018.

  • Posts
  • Facebook Live
  • Facebook advertisements
slide-23
SLIDE 23

FACEBOOK AD

$300 $25

Average for an annual membership to a water park in Tennessee Annual membership for TSRA Why pay $300 for a family of four to have fun? Join TSRA today for only $25 for fun all year long! Visit our Facebook page to learn more.

slide-24
SLIDE 24

GOAL THREE

Objective: To have an effect on TSRA member involvement by creating a members–only event with 100 members in attendance on Dec. 9, 2017.

  • Press release
  • Media advisory
  • New board of directors leadership oath
  • Outstanding members and scholarship winner(s)
slide-25
SLIDE 25

PRESS RELEASE

For more information, please contact TSRA President Woody Woodall at jamestwoodall@gmail.com

FOR IMMEDIATE RELEASE: December 11, 2017 TSRA announces 2018 board of directors NASHVILLE, Tenn. — TSRA announced its 2018 board of directors to its new and returning members at an event on Saturday. TSRA elects new board members every year who volunteer their time to plan the upcoming recreational events and conservation efforts. The new board members were inducted to their positions at the event on Saturday by taking the TSRA oath of leadership. “We are so thrilled to have new leaders for our board of directors,” said Woody Woodall, the 2017 TSRA President. “ We cannot be more excited to see what this new year will bring us.” The 2018 board of directors will take their positions on the first of January in 2018. Their positions will last the full calendar year. The Tennessee Scenic Rivers Association (TSRA) is a volunteer organization dedicated to the preservation, protection and restoration of the scenic, free–flowing rivers of our state. ###

slide-26
SLIDE 26

NEWS ADVISORY

For more information, please contact Riverfront Public Relations at riverfrontpr@gmail.com

FOR IMMEDIATE RELEASE: December 1, 2017 NEWS ADVISORY FOR DECEMBER 9, 2017, AT 9 A.M. Tennessee Scenic Rivers Association is hosting a “Pancakes and Paddle” event for members The TSRA board of directors will host a pancake breakfast for current members at Percy Priest Lake. After, members will join the board of directors for a paddling trip on the lake. WHAT: TSRA invites current members to join them for a pancake breakfast and a paddling trip on Percy Priest Lake in Nashville, Tennessee WHO: The hosts of the event will be the TSRA’s board of directors WHERE: Percy Priest Lake in Nashville, Tennessee WHEN: Saturday, December 9, 2017, at 9 a.m. MEDIA: Reporters must RSVP on Facebook before joining the event PHOTO OP: Photos are allowed during the pancake breakfast and paddling trip The Tennessee Scenic Rivers Association (TSRA) is a volunteer organization dedicated to the preservation, protection and restoration of the scenic, free-flowing rivers of our state. ###

slide-27
SLIDE 27

EVENT FLYER

Pancakes and Paddle

When: December 9, 2017 Where: Percy Priest Lake Time: 9 a.m. to noon Bring your kayak!

Please RSVP to the event via facebook or email by November 1, 2017. Join TSRA as we honor our hardworking members and

  • ur newly elected executive board!
slide-28
SLIDE 28

LEADERSHIP OATH

TSRA Leadership Oath I, (state name), of the Tennessee Scenic Rivers Association, will do my best to exemplify the values and mission of the organization. I promise to give my time and energy to build a program of conservation and recreation for my organization, my community and my future. ###

slide-29
SLIDE 29

MEDIA LIST

Nashville Post or Southern Blog (magazine) 210 12th Ave. S Suite 100 Nashville, TN 37203 Geert De Lombaerde (editor) gdelombaerde@nashvillepost.com 615-301-9243 The Adventure Blog 1310 Clinton Street, Suite 215 Nashville, TN 37203 Kaleigh Imbriale (Programming Director) KImbriale@lightening100.com (615) 242-5600 teamgreenadventures.wordpress.com Outdoor Experience (blog) 124 East Broad Street Cookeville, TN 38501 (931) 526-4453 info@outdoorexperience.com Nature Calling (blog) Stephen Lyn Bales Blog Author (865) 577-4717 Et. 119 LBales@ijams.org Nashville Business Journal 1800 Church St, Suite 300 Nashville, TN 37203 Lori Becker lbecker@bizjournals.com 615-846-4271 The Tennessean 1100 Broadway Nashville, TN 37203 Natalie Neysa Alund (Breaking news reporter) nalund@tennessean.com 615-259-8095 Nashville Public Radio WPLN-FM 90.3 MHz 630 Mainstream Dr. Nashville, TN 37228 newsroom@wpln.org 615-760-2903 News Talk WLAC-AM 1510 kHz 55 Music Square West Nashville, TN 37203 Robin Fomusa (Promotions Manager) Robinfomusa@iheartmedia.com 615-256-6397 WKRN-TV Nashville News 2 441 Murfreesboro Road Nashville, TN 37210 Rick Snyder (Director of Community Events) rsnyder@wkrn.com news@wkrn.com 615-369-7236 WSMV-TV Nashville Channel 4 5700 Knob Road Nashville, TN 37209 news@wsmv.com 615-353-2231 News Channel 5 474 James Robertson Parkway Nashville, TN 37219 Meryll Rose (Talk of the Town host) meryllrose@newschannel5.com newsroom@newschannel5.com 615-248-5250

slide-30
SLIDE 30

BUDGET

Low Budget High Budget Facebook Advertisements ($50 per ad) $100 (Two ads) $200 (Four ads) Instagram Picture Cutout $50 $50 Pancakes and Paddle Venue ($40 + $5 per vehicle) $340 $340 Food for Pancakes and Paddle $275 (Sam’s Club) $1,924.93 (Cracker Barrel Catering) Gift cards for awards $100 (4 $25 gift cards) $200 (4 $50 gift cards) Awards $20 (4 certificates: Staples) $136 (4 trophies: TL Trophies) Stickers $41.50 (250 count: stickerguy.com) $305 (1,000 count: stickerguy.com) Scholarships $500 to $1,000 $4,000 Total Budget $1,411.50 to $1,911.50 $7,189.93

slide-31
SLIDE 31

GANTT CHART

Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Jul-17 Aug-17 Sep-17 Oct-17 Nov-17 Dec-17 Create a social media committee Create Instagram account Update Facebook about upcoming event Send stickers for print Facebook Live: Roll School Measure social media effectiveness Instagram contest: Spring Cleaning Run Facebook ad Contact fishing tournament groups for cohost Facebook Live: Rendezvouz Measure social media effectiveness Instagram contest Fishing tournament Measure social media effectiveness Plan for Pancakes and Paddle Book venue for Pancakes and Paddle Fishing tournament Measure social media effectiveness Facebook Live: Lost Loon Triathlon Membership & volunteer recruitment Instagram contest Run Facebook ad Measure social media effectiveness Instagram contest Press release for Pancakes and Paddle PSA for Pancakes and Paddle Media Advisory for Pancakes and Paddle Update Instagram and Facebook for Pancakes and Paddle Pancakes and Paddle Facebook Live: Pancakes and Paddle Measure social media effectiveness
slide-32
SLIDE 32

EVALUATION

slide-33
SLIDE 33

GOAL ONE

To measure the effectiveness of our Instagram account, we will:

  • Use Google Analytics to measure the engagement of our followers
  • Review the likes, comments and follows on our Instagram account to gauge the engagement
  • Utilize the formula (Likes + Comments) / Follower Count, to see how many people are engaged with our page
  • Count the number of mentions through our hashtag

To measure the effectiveness of our scholarship, we will:

  • Count the number of volunteer hour logs and essays turned in
  • Total donations made from fundraisers, company donations and schools to find the sum of the scholarship money
slide-34
SLIDE 34

GOAL TWO

To measure the effectiveness of our Facebook page, we will:

  • Use Google Analytics to measure the engagement of our friends
  • Count the number of conversations held with young families through Facebook
  • Record number of likes before holding conversations, and on Feb. 1, 2018, record the number of likes from young

families to find the difference

  • Count the number of likes, comments and two-way conversations from young families
  • Count the number of people who have interacted with us on our Facebook Live videos
  • Count the number of mentions through our hashtag
slide-35
SLIDE 35

GOAL THREE

To measure the effectiveness of our event, we will:

  • Count how many people RSVP through Facebook or through email
  • Count the number of people who attend the event to measure the membership engagement
  • Measure articles written about our event, the number of mentions on television and radio, and the number of posts and

pictures shared on social media platforms analytics through Brand24

  • Count how many journalists and photographers RSVP from local media from the media advisory
slide-36
SLIDE 36

Questions?