NLP Executive Summary
- 1. Building Brand Awareness & Driving Donations for the Neighborhood Longhorns Program Presented by Payton SchrammJanuary 8, 2015
- 2. 2 Agenda • Research and Insights • Recommendations • Q&A
- 3. 3 78% Of survey respondents had never heard of the Neighborhood Longhorns Program
- 4. 4 81% Of survey respondents were unaware that the proceeds of BEVO support a non-profit
- 5. 5 What was our research method? • Online Qualtrics Survey – 106 respondents • 82 females • 24 males – UT Affiliation • 71 current students • 31 UT alumni • 2 parents of current students • 1 current UT faculty/staff member • 1 respondent with no UT affiliation
- 6. 6 What are people saying? 44% 83%55% Word of Mouth Of respondents who previously knew of the NLP cited “word of mouth” as the way they learned of the org BEVO Fans Of respondents stated they’d be interested in joining a BEVO fan club with tiered membership levels Photos with BEVO Of respondents would be interested in taking graduation pictures with BEVO 56% A Valuable Program Of respondents ranked the NLP as very valuable to the community
- 7. 7 RECOMMENDATIONSExecutable ideas to help NLP increase awareness and boost donations
- 8. 8 ANewIntegrated AdvertisingCampaign Building an engaging storyline for the NLP
- 9. 9 How will we approach the campaign? • Strategic Approach – Creating cohesive campaign messaging to bridge the NLP, Silver Spurs, and BEVO – Uniting each of the campaign executions under one
- 10. 10 What’s the story? Campaign Tagline: NLP: Volunteer. Inspire. Educate.
- 11. 11 TV STATION PARTNERSHIPS RADIO IN-GAME VIDEO DIGITALADS Where will the campaign be featured? POSTERS & BANNERS
- 12. 12 SocialMediaCampaign Introducing interactivity to boost awareness
- 13. 13 Which social media tools should be used? At 33% Facebook was the most popular social site for news At 16%, Instagram was a distant second Twitter, at 12%, was third
- 14. 14 In-GameAnnouncements Introducing interactivity to boost awareness
- 15. 15 Announcements at sporting events Research shows that of the respondents, awareness of in-game announcements and interactivity is low. By improving the in-game announcement experience, attendees will gain more exposure to the NLP. Of respondents didn’t notice the in-game NLP announcements during UT games 85%
- 16. 16 Announcements at sporting events • Current Challenges – Announcements aren’t always given at opportune times – Fans are not completely aware of the NLP – Current announcements lack an interactive element – Current CTA maybe asking for too high a donation
- 17. 17 Announcements at sporting events • Recommendations – Create a matrix for in-game announcements to maximize visibility and avoid clutter – Highlight the children, by featuring more engaging on-field elements – Feature content showing coaches and players involved with the NLP
- 18. 18 RevitalizingtheBEVOFanClub Improving the overall membership experience
- 19. 19 The BEVO Fan Club • Current challenges – One-time, one membership level – Weak affiliation between BEVO Fan Club and NLP
- 20. 20 The BEVO Fan Club • Create Different Membership Levels – BEVO Buckaroo - $10 – BEVO Buddy - $25 – BEVO Spur - $50 – BEVO Handler - $100
- 21. 21 The BEVO Fan Club • Improve Affiliation with NLP – Utilize social media campaign – Promote NLP being BEVO’s non-profit
- 22. 22 CheckoutCharityCampaign Utilizing peripheral purchases to support the NLP
- 23. 23 Checkout Charity campaign By partnering with businesses in the local community, we are increasing the likelihood of increased awareness. 70% Of respondents who would not donate to support BEVO, said that they would donate $1 to BEVO if they knew it supported a non-profit
- 24. 24 Checkout Charity campaign University Co-Op • $1 Bail of Hay H-E-B • “Round-up your purchase to support children in the Neighborhood Longhorn Program” Other Partners • Implement new partnerships
- 25. 25 BEVOMerchandise Introducing a new line of BEVO-ware
- 26. 26 Introducing new BEVO merchandise Research and past initiatives show that there is a clear interest in branded BEVO merchandise. A new campaign can take merchandise to new heights. Of respondents would be interested in taking graduation photos with BEVO 83%
- 27. 27 Introducing new BEVO merchandise • Past initiatives – Point of purchase donations – Partnership with local pasta sauce – NLP BEVO bags at HEB • New avenues – Continuing BEVO bags – Better connection with ad- campaign – Wider variety of merchandise – Kitchen towels – Socks – Ornaments – Picture frames – Salt & Pepper shakers
- 29. 29 How to increase student involvement? 63%Choose not to donate due to financial restraints, 13% do not identify with a particular cause/organization 51% Choose to donate due to a desire to be involved in a group/community 44% Have heard of NLP through word of mouth 78%Respondents had not previously heard of the Neighborhood Longhorns Program
- 30. 30 What’s the approach? Spread the Word Activity Set Up Activities Attractions
- 31. 31 Student Organization activities Field Day Cook-Off/Bake-Off
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- 35. 35 CommunityPartnerships Building involvement in the greater Austin community
- 36. 36 Community Partnership efforts
- 37. 37 ProjectedAwareness Through Targeted Planning 22% 2014, Current Status 75% 2016, Future Status 53%Increase in awareness in the next 12 months
- 38. 38 Internal Recommendations Quarterly Reports Studies have shown that a factor to why people do not donate is because they are unaware of how their money is being used. A quarterly report that provides financial overview of how money is being spent and the benefits that they funds have provided will help combat this fear factor. To not overwhelm donors and NLP staff who are busy, we feel that quarterly to annual reports are good check points. Interns Interns can provide manpower to complete tasks such as social media postings, event planning/coordinating, and daily tasks. Number of Interns: 1-2 This person will work closely with the Neighborhood Longhorn Program marketing, events, sponsorship and membership teams to implement events and programs. CRM Database This database helps keep track of new ad returning donors. Have this database gives NLP staff address information that they can use to send mail out for upcoming donor events and donation opportunities (Amplify Austin, NLP Day, Restaurant partnerships, etc. )
- 39. 39 What are the potential costs? Cost Amount Total Interns $1000 per intern x2 $2000 per semester
- 40. 40 Questions
Editor's Notes
- #30: Survey Key Take-Aways: Awareness of NLP is very low, especially amongst UT students. Utilize the power of word of mouth communication to spread awareness for NLP. Provide an opportunity for students to participate and compete in a group setting. Financial restraints are a major reason students currently do not donate. In the future, as disposable incomes increase, students will donate to a cause they feel connected with. The major goal creating a student organization activity is to begin creating that connection with the student and NLP now.
- #33: Student Org Activity: Field Day Activities
- #34: Student Org Activity: Field Day Attractions
- #35: Student Org Activity: Cook-off/Bake-off
- #39: Intern description