Individual Adaptation Plan
Andrea
4/19/6
JR 424
Campbell

I. Situation Analysis
Big Brothers Big Sisters of Central Indiana has requested assistance in developing a marketing strategy. No efforts of this kind have been made since 2002. The organization wishes to increase its number of volunteers and bring in more donations. There is a lot of pressure to accomplish this in order to continue their efforts and reach more children. The number of children requiring these services is growing and BBBSCI needs to find a way to keep up with the demand.
Based on the four methods of research, volunteer and donation related issues were supported by similar key findings. There was an overwhelming amount of encouragement for the use of success stories and testimonials from the youth. Many felt that this form of personal interaction greatly affects individuals’ attitude and behavior when being asked to volunteer or donate. For volunteering efforts, increasing the awareness of short-term commitment volunteer opportunities at BBBSCI in order to pull in more volunteers to commit long-term was among the most favorable findings. Partnering with other groups and organizations to host an event and increase overall awareness backed a majority of the findings in respect to donation efforts.
The primary challenge facing BBBSCI is the availability of funds to support these endeavors. Another challenge is overcoming the public image of inner turmoil within BBBSCI.
Should BBBSCI not find a means to increase the number of volunteers and bring in more donations, the organization will not be able to reach those children of need within the community.
II. Problem/Opportunity Statement
At this time, BBBSCI is looking to create a marketing plan in order to
increase the number of volunteers and the amount of donations. Currently, there are 300 children on the “waiting to be served” list. There is an extreme need to pull in volunteers to mentor these children. Likewise, BBBSCI is in need of additional funding in order to grow and serve more youth. BBBSCI has established a long-term goal of serving 5,882 youth by 2010.
III. Goal Statement
The goal of this campaign is to promote the BBBSCI throughout Indiana in order to increase adult volunteers and donations.IV. Impact Objectives
To build community approval of BBBSCI, as to increase the number of donors and donations throughout the Indianapolis area, and increase the likelihood that Indianapolis residents, will have a desire to help at risk youth in the community. This attitude change will occur within a two-year time frame.
To increase awareness of the Big Brothers, Big Sisters of Central Indiana’s name and organization among Indianapolis residents from 10.7% to 15% within a two year time frame.
To increase site-based volunteering with BBBSCI in the Indianapolis and surrounding areas from 4.6% to 6% in the next two years.
To increase ease of application to the Big Brother/Big Sister program by reviewing and streamlining intake processes and increasing staff and volunteer training by 2008.
V. Theme
1. The Future of Tomorrow Beginning with Our Youth
2. Three Hundred Chances to Be Somebody’s Hero
3. Honor Your Past, Mentor Your Future
VI. Target Publics
Primary:
o Men and women 18-40 (volunteers) (with influence on men)
o Men and women 40-60 (donors) (with influence on men)
o Indianapolis companies with mandatory service hours
o Indianapolis companies who might want to partner with BBBSCI
Influentials:
o The media (print, radio, television, internet)
o Local Celebrities and entertainers
o Government officials
o Church leaders
Ancillary:
o Those who are already donors and mentors
o Local providers of grants
o Non-profit aiding organizations (ex: United Way)
o Indianapolis High Schools
o Indianapolis Colleges
o Volunteer organizations (ex: Circle K, Kiwanis)
o Those who have volunteered for similar organizations in the past
VII. Key Messages for Target Publics
Primary:
o Men and women 18-40 (volunteers) (with influence on men)
§ Give back to the community that helped you
§ Helping these children will help your future
o Men and women 40-60 (donors) (with influence on men)
§ Your donation will have a direct influence on the life of an Indianapolis child
§ Your donation is very appreciated
o Indianapolis companies with mandatory service hours
§ Give back to the community that has helped your company grow to where it is today
§ Your employees will have a direct influence on the life of an Indianapolis child
o Indianapolis companies who might want to partner with BBBSCI
§ Give back to the community that has helped your company grow where it is today
§ Partnering with BBBSCI will have a very positive impact upon your company’s image
Influentials:
o The media (print, radio, television, internet)
§ BBBSCI is a newsworthy organization that the citizens of Indianapolis want to hear about because of the positive impact mentoring has on the community
o Local Celebrities and entertainers
§ Give back to the community that has helped your career grow where it is today
§ Endorsing BBBSCI will have a very positive impact on your image
o Government officials
§ Give back to the community that has helped your career grow where it is today
§ Endorsing BBBSCI will have a very positive impact on your image and career
o Church leaders
§ BBBSCI is an organization that supports values regarded as important by your faith
Ancillary:
o Those who are already donors and mentors
§ Your donation of time or money had a direct influence on the life of an Indianapolis child
§ Your donation of time or money was very appreciated
o Local providers of grants
§ BBBSCI performs an important service toward fostering a better Indianapolis community
§ Your grant will have a positive and direct impact on the quality of life for children in Indianapolis
o Non-profit aiding organizations (ex: United Way)
§ BBBSCI performs an important service toward fostering a better Indianapolis community
§ Your grant will have a positive and direct impact on the quality of life for children in Indianapolis
o Indianapolis High Schools
§ BBBSCI helps your students give back to the community that has helped them to get where they are today
§ Mentoring can have a positive influence in your students’ lives now and form healthy patterns of lifelong volunteering
o Indianapolis Colleges
§ BBBSCI helps your students give back to the community that has helped them to get where they are today
§ Mentoring can have a positive influence in your students’ lives now and form healthy patterns of lifelong volunteering
o Volunteer organizations (ex: Circle K, Kiwanis)
§ BBBSCI performs an important service toward fostering a better Indianapolis community
§ Your time will have a direct and positive impact on the life of an Indianapolis child
o Those who have volunteered for similar organizations in the past
§ Your donation of time or money will have a direct influence on the life of an Indianapolis child
§ Your donation of time or money will be very appreciated
VIII. Strategies and Tactics
Emotional Appeals to portray magnitude of influence on Indianapolis Childrens’ lives (Creates the “Interest” level of the Diffusion Theory and moves them in a Positive direction).
§ Develop a flyer to be handed out at promotional activities (or to advertise for promotional activities) featuring the testimonial of a Little (regarding their experiences with BBBSCI) by July of 2007.
§ Add a section to the website featuring the testimonials of Bigs and Littles in video format by the end of 2006.
§ Add a chat or forum section to the BBBSCI website encouraging past and present Bigs and Littles to discuss their experiences by the end of 2006. Encourage possible future volunteers to contribute.
§ Partner with local radio stations such as WFYI, WRDZ (kids), WNDE, WIBC and the like. Feature Bigs and Littles on one talk show or morning or evening drive time show before the end of 2006.
§ Hold two contests, one among Bigs and one among Littles for designing and submitting the best promotional ad or flyer before May of 2007.
Source Credibility to appeal to the hard-to-reach twenty-something category (especially males)
§ Develop a radio ad featuring a local Indy Car driver such as Danica Patrick by the end of 2006.
§ Develop an ad to be run in local newspapers (For example: Indianapolis Star, Indianapolis Business Journal, NUVO Newsweekly or Indy’s Child) by July 2006.
§ Develop a television ad featuring Governor Mitch Daniels or Mayor Bart Peterson to be aired on local television channels by May of 2007.

X. Limitations
There are several limitations to what BBBSCI can do as far as campaigns, but by and large the greatest limitation is lack of funds. Therefore several of the tactics feature cost-saving approaches such as partnering with celebrities and companies who are likely to want the philanthropic exposure and may do the ads for free. Also, the development of website content can be done quickly and easily by anyone with a small working knowledge of the Internet, be it volunteer or employee. By holding a flyer-design contest, spades of promotional material would be developed for little to no cost.
XI. Compatibility and Areas of Special Interest
The proposed strategies are consistent with the BBBSCI’s mission (Big Brothers Big Sisters of Central Indiana develops mentors committed to helping boys and girls grow into the next generation of caring, confident, and competent adults.) because they target the emotions and needs of the children of Indianapolis. They show the positive impact of mentoring on the community through a vehicle that the publics (in general) trust (celebrities or the participants themselves). The only area that might need addressing would be that of public concern regarding the organization’s stability following the Big Brother and Big Sister merger. However, this is largely due to a lack of information. If any public campaign were to be executed, this would demonstrate the BBBSCI is growing and thriving. Being able to advertise is seen as a sign of success.