anti-bullying campaign proposal
Post on 05-Feb-2015
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Agency Overview: M.S.V.S. Public Relations, founded in 2012, is an upstart agency dedicated to providing its clients with fresh, cutting-edge ideas. M.S.V.S. offers a comprehensive menu of media and public relations services and uses an effective, tenacious approach to service its client’s needs in delivering valuable media coverage on their behalf.
MEET THE TEAM
Kyle Slye-CEO: Research and Organization Parker Minturn-CMO: Campaign Planning Luis Vargas-CFO: Event Coordination and
Budget Kris Sanchez-COO: Evaluation officer and
Structurer of campaign
AGENDA
STRENGTHS & WEAKNESSES
•people are aware of issue•lots of existing research•clear goal(s)•spokespeople
•Won’t end bullying•Widespread issue•Lack of control of the internet•People may be ashamed to experiencing bullying
OPPORTUNITIES & THREATS
•Promotions•School Programs•In mainstream culture: Bully (2011) documentary •Plenty of Celebrity Advocates against bullying (Lady Gaga, Justine Beiber, Demi Lovato)
•Lack of internet rules and regulations (impossible to control)•Lack of urgency on the subject•School budgets result in discontinued projects•Parents neglect could prevent them from dealing with the issue
RESEARCH
Focus Group 8 students from 11-
14 years of age Students from PG
County Inquired about their
experience with bullying
Parent’s perspectives on bullying
Pretest-posttest studies on bullying
Different stages of bullying
Primary Secondary
FOCUS GROUP QUESTIONS
During this school year how often have you seen someone being bullied? At school?
Have you ever been bullied? If so, how were you bullied? How many times in the past year (the last 12
months) have you pushed, shoved, slapped, hit, or kicked someone on school property?
Have you talked to anyone about being bullied? Do you use any social media, such as Facebook
or Twitter? Have you received any or wrote any negative
comments on someone’s profile?
PUBLICS
Primary: 11-14-year-olds (6th-8th grade) in P.G. County
Secondary: Parents, Teachers and Education Professionals
Intervening Publics: Members of the local media- radio stations, newspapers, local news stations
GOAL
Raise awareness among children, teens, parents and others of the issue of youth bullying.
OBJECTIVES
Obj 1: Release three PSA videos within the first three months of the campaign launch to inform target publics of the issue of youth bullying and what they can do to help stop it.
Obj 2: Distribute two press releases per month during the campaign to alert intervening public of campaign events.
Obj 3: Establish social media presence on two social media platforms before implementation of campaign.
Obj 4: Visit 20 middle schools in P.G. County during the campaign to connect with publics, generate interest in campaign and raise awareness for the issue
STRATEGIES
Partner with two established local organizations to broaden reach of campaign
Generate a buzz for campaign through social media and other press materials
Put a trusted face on the anti-bullying campaign to connect with target publics and to draw attention to issue and campaign
Foster participation from publics through sponsored events at P.G. County middle schools
IMPLEMENTATION/TACTICS
Partner with YMCA and Boys and Girls Club Facebook page Twitter account Spokesperson: Kevin Durant Anti-Bullying Events “Durant Day” Sneaker Release
YMCA & BOYS & GIRLS CLUB
Create alliances with organizations within the communities of PG County
Use venue to educate public on the consequences of bullying and how to take a stand against it
Broadens reach of campaign
FACEBOOK PAGE
Page used to post school videos
Used as a forum for parents to discuss the issue with parents
Educate publics on the effects of bullying and bullying prevention
TWITTER PAGE
Hashtag campaign #Strikeitdown
ANTI-BULLYING EVENTS-TACTICS
Anti-Bullying Events Held at schools, YMCAs and Boys and Girls Clubs Anti-Bullying Presentation Games
Knock-out, dodge ball, etc. Positive reinforcement
Material distribution Information about “Durant Day” video contest “Strike It Down” campaign facts
SPOKESPERSON-KEVIN DURANT
Hometown Hero Prominent Sports Athlete Brings plenty of attention to the campaign
DURANT DAY
• Students at P.G. County middle schools create their own “Anti-Bullying” videos• With help of parents or teachers, post videos to
“Strike It Down” Facebook page• Contest winner’s school will host Kevin
Durant for the day • Screening of “Thunderstruck”• Apparel giveaway• Students at school automatically entered in raffle
to win a custom-designed pair of Durant’s signature shoe
KD V “STRIKE IT DOWN” SNEAKER
Use Kevin Durant’s sneaker line to raise funds for anti-bullying causes
Raise hype of Twitter and KD’s account Sell exclusive sneakers only in Prince
George’s County stores Raise awareness on “sneakerhead”
blogospheres by sending exclusive photos
PROTOTYPE PHOTOS
TIMELINE 2013-2014
TIMELINE 2014-2015
EVALUATION-PLANNING
Was research collected sufficient? Was the timeline realistic? Did we appropriately anticipate interest in
events?
EVALUATION-IMPLEMENTATION
Did events run smoothly? Did partnerships work in our favor? Was there enough media outreach?
EVALUATION-IMPACT
Were objectives met? Did social media presence increase after it
was established?
WHY US?
Q&A
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