Lafayette PR
- 1. “ Everybody plays, everybody wins”
- 2. About Lafayette Lafayette is a small, 12-person, firm dedicated to helping local charities and non-profits achieve their PR goals. Lafayette Listens Lafayette is There Lafayette Cares
- 3. Who is the Boys and Girls Club? Respected. Trusted. Community Building.
- 4. Your Community Over two-thirds of children in Southeast Washington are raised by a single parent. These children are more likely to live in poverty and to become involved in crime. But… The Boys and Girls Club offers hope to this community.
- 5. The Facts Children who participate in organized sports are: More disciplined, Display leadership skills, and Are less likely to be involved in crime.
- 6. How Will We Reach Them? Engage the community on their terms to gain greater understanding of needs and how the Greater Southeast Boys and Girls Club can meet them. Recognize work already done for the club by committed volunteers and leaders, and reaffirm their commitment to the club and community. Connect with prominent leaders, role models and respected groups in the community to build visibility. Turn awareness into action by having families sign their youth up for sports at the Greater Southeast Boys and Girls Club.
- 7. Our Strategy
- 8. Strategic Planning Lafayette approaches strategic campaign planning with your identity, your best features and your constituency in mind. Your community is your audience, and so Lafayette aims to use only the media outlets that meet the needs and demands of the community.
- 9. Encouraging Enrollment Getting people into the facility through organized spectator events.
- 10. Using Research Strategically We will identify gaps in current area sports programming. We will pinpoint the sport(s) with the most popularity and community interest, and incorporate a strategic recruitment effort for those sports in initial rollout efforts.
- 11. The Rollout “ Recruiting” and “Drafts” Bringing in a Washington sports star with a big heart. Arenas Guzman Campbell
- 12. Strengthening Volunteers Lafayette recognizes the extraordinary efforts of volunteers and leaders who support their community. Incentives will be provided to redouble their commitment to the youth and the community.
- 13. Your Audiences Internal Audiences Committed workers. These are the community coaches, staff, volunteers and donors at the Greater Southeast Boys and Girls Club. Committed leaders. These include the members of the Greater Southeast Boys and Girls Club board of directors, as well as supportive public officials, business leaders, corporate donors and members of Washington area professional sports teams. External Audiences Parents, grandparents and caregivers. This is the primary audience. Children and adolescents ages 5 to 18. This is the secondary audience. Coaches, role models and teachers
- 14. Evaluation We will evaluate each phase of the campaign by conducting quarterly reviews. By setting initial benchmarks prior to launching the campaign, statistics can be revisited every three months to analyze our progress.
- 15. Budget
- 16. Proposed Timeline JULY 2008 AUG 2008 SEP 2008 OCT 2008 NOV 2008 DEC 2008 JAN 2009 FEB 2009 MAR 2009 APR 2009 MAY 2009 JUN 2009 Research Campaign Development Campaign Sustaining Level Campaign Launch Week Rollout Campaign Maturity Level Eval Eval Strategic Planning/ Campaign Development
- 17. Meet Our Team Marceia Cork Creative Director 11 years experience Oversees tv, radio and print campaigns Alison Nagy Research Associate MBA Marketing U. of Chicago Expertise in research and analysis Kelly Morones Strategic Comm. Director 15 years experience Specializes in campaigns for community and educational groups Mayra Lopez-de-Victoria Media Associate With us since 2002 Directed external affairs for FEMA
- 18. Our Clients Recent Campaigns Increased local applications for American University’s Kogod School of Business. The YWCA saw attendance in their classes and programs increase by 17 percent after a similar local campaign. Both of these campaigns involved advertising on the Metro system, targeted cable advertising, and various special events. Record number of food and money donations for a single month. Planned the annual Blue Jeans Ball at the Marriott Wardman Park. Event brought appx. 1,000 donors for a casual dress ball. Event was featured on all four local broadcast news stations and had a Washington Post story on the front page of the Metro section.
- 19. “ Everybody plays, everybody wins”