Expanding Big Magic horizons through one-on-one relationships · Brothers Big Sisters from Boys and Girls Club, increase donations by 10%, and increase volunteers by 5% within one

Little Moments...Big Magic

Expanding horizons through

one-on-one relationships

www.Big Broth-

Big BrothersBig Sisters

Authors

Team 2

Cathy [email protected]•

Lindsay [email protected]•

Michelle [email protected]•

Adam [email protected]•

Rebecca [email protected]•

TableofContents

I. Executive Summary 1

II. Situational Analysis 2

III. Problem Statement 3

IV. Goals and Objectives 4

V. Target Market Analysis 5

VI. Recommended Tactics 61.Online . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6A.FacebookPage. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6B.FacebookAd . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6C.Twitter. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6D.Blog . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7E.OnlineDNRAd . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7F.OnlinePromotions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

2.Print . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8A.Postcard . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8B.NewspaperAds. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

3. Media Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9A.NewsRelease. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9B.RadioAds . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9

VII. Budget 10

VIII. Advertising Plan Summary 11

IX. Evaluation 12

X. Appendices 13AppendixA:. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13AppendixB: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14AppendixC: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15AppendixD:. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16AppendixE: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17AppendixF:. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18AppendixG:. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19AppendixH:. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20AppendixI:. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21AppendixJ: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22AppendixK: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23AppendixL:. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24AppendixM: .........................................25


I.ExecutiveSummary


WearepresentingthisadvertisingcampaigntotheBigBrothersBigSistersmanagementstaffasaguidelineforfutureadvertisingefforts.Wehavereviewedthestrengths,weaknesses,andtheinfluenceoftheHarrisonburg-RockinghamcommunityandhavedeterminedthatthemaingoalsBigBrotherBigSistersseekstoaccomplishincludethefollowing;increaseawarenesswithinthecommunity,increaserevenueenoughtosupportexpenses,strengthenrelationshipswithcurrentdonors,andattractmorevolunteerswithinthetargetmarket.WehavedeterminedthatBigBrothersBigSister’stargetmarketwillbeprofessionals40andolderoftheHarrisonburg-RockinghamCountycommunityand25-40yearoldmembersoftheHarrisonburg-RockinghamCountycommunity.

Toaccomplishourgoals,wehavecreatedseveraladvertisingstrategiesandtacticsforonline,print,andmediachannels.OnlineadvertisingincludesmoreinteractiononBigBrothersBigSister’scurrentFacebookpage,aFacebookAd,promotionsthroughTwitter,ablogontheBigBrothersBigSisterswebsite,andanonlineadwiththelocalDNRnewspaper.Inprint,wehavecreatedapostcardandtwonewspaperadsforthelocalDNR.Lastly,togainsomemediacoverage,wecreatedanewsreleaseandthreeradioadstobeplayedonlocalstationsthatcatertoBigBrothersBigSisterstargetmarket.

Withtheseadvertisingstrategies,wehopetohave80%ofthetargetmarketdistinguishBigBrothersBigSistersfromBoysandGirlsClub,increasedonationsby10%,andincreasevolunteersby5%withinoneyear.

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II.SituationalAnalysis

BigBrothersBigSistersofHarrisonburgandRockinghamCountyisstrugglingforrevenueinthecurrenteconomy.Itsrevenuecomesprimarilyfromdonations;25-40yearolddonorsgivesmall,sustainablegifts,while40andolderprofessionalsgivelargergiftsof$1,000andup.Asecondaryneedistoattractpotentialvolunteers,mostofwhomareusuallycollege-aged.Theorganizationdoesnotneedtoattractchildrentobeenrolledintheprogram,asthereisalreadyawaitlist.BigBrothersBigSistershaslittleexposureandadvertisingandintheareaandisoftenconfusedwithBoysandGirlsClub,acompetingorganization.BigBrothersBigSistersdoeshaveagoodreputationasapositiveinfluencewithitspublicswhoareawareoftheorganization.

Strengths:SupportofthelocalHarrisonburgcommunity•Lotsofyoungvolunteersandchild•participantsSociallyresponsible•Goodcause•Greatreputation•

Weaknesses:Lacksfundingandbigdonors•ConfusionwithBoysandGirlsClub•Lacksawareness•Shortageofdonors•Limitedexposureandadvertising•

Opportunities:Supportsotherlocalbusinesses•CantakeadvantageoftheJamesMadison•UniversityclienteleHelpmoreunderprivilegedchildren,enricha•child’slife

Threats:Economicrecession•Smallcommunity•BoysandGirlsClubandotherorganizations•withsimilargoalsLackofrevenue•Lackoflocalvendorparticipation•


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III.ProblemStatement

TheneedsofthechildrenenrolledinBigBrothersBigSisterscontinuetogrow,buttherevenuenecessarytosupportexpensessimplyisn’tcomingin.Expensesincludesalaries,children’ssafetyprecautions,andbackgroundchecksforvolunteers,butdonationshavedecreasedduetotherecentdownturnintheeconomy.WeneedtoadvertiseBigBrothersBigSistersanditspositiveimpactinordertoincreaserevenueandawarenessoftheorganizationwithinthecommunity.Ifwedonotreachourtargetmarketwithourmessage,werisknotbeingabletocontinueenrollingchildreninourprogram.


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IV.GoalsandObjectives

1. GoalsToincreaseawarenessofBigBrothersBigSistersinthecommunity.Toincreaserevenueenoughtosupportexpenses.Tostrengthenrelationshipswithcurrentdonors.Toattractmorevolunteers.2. ObjectivesTohave80%ofthetargetmarketdistinguishBigBrothersBigSistersfromBoysandGirlsClubwithinoneyear.Toincreasedonationsby10%withinoneyear.Toincreasevolunteersby5%withinoneyear.


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V.TargetMarketAnalysis

A. Primary Market: 40 Years and Older Professionals of the Harrisonburg-Rockingham County Community

Professionals40andoldercurrentlydonatelargergiftsof$1,000andup.BigBrothersBigSistersneedstoraiserevenueandattractpotentialvolunteers.Theorganizationdoesnotneedtoattractchildrentobeenrolledintheprogram,asthereisalreadyawaitlist.

B. Secondary Market: 25-40 Year Old Members of the Harrisonburg-Rockingham County Community

25-40yearolddonorscurrentlygivesmall,sustainablegifts.


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VI.RecommendedTactics


1. ONLINEA. Facebook Fan Page

AlongwiththeexistingBigBrothersBigSisters-HRFacebookpage,aFanpagewillreachanevenwideraudiencetocontinuetogetmorepeopleseekinginvolvementinthecommunity.Facebookpagesallowbusinessestoshowcasetheirworkandinteractwithfansinaprofessionalway.Thesepagesarenotsubjecttoafanlimitandcanautomaticallyacceptfanrequests.PagescanbecustomizedwithmultimediaandinteractiveapplicationstoengagePagevisitors.FanPageupdatesareshownontheNewsFeed,whichincreasesvisibilitytotheaudience.ThebestpartaboutaFacebookFanPageisthatit’sfree!Itwillreachthemiddle-incomeprofessionalsages40andupintheHarrisonburgarea,aswellassurroundingareas.MoreanmoreadultsandprofessionalsaregettinginvolvedinFacebookasitisagrowingtrend.Werecommendutilizingthistoolbecauseitiseasytocreateandmaintain.ThisisanotherwaytopromoteBigBrothersBigSisters,itspurposeandupdatefollowers.

See Appendix A (page 13)For pricing information, see Section 7: Budget (page 10)

B. Facebook Advertisement

AlongwiththeexistingBigBrothersBigSisters-HRFacebookPageandFanPage,wewillreachallmembersonFacebooktocontinueawarenessofBigBrothersBigSistersandtheirneedforconsistentdonors.TheFacebookAdvertisementisabannerwithashortdescriptionofwhatBigBrothersBigSistersisthatisdisplayedontherightsidemarginwhenamembersignsintoFacebook.TheadvertisementschangefrequentlyandareoftentimesrelevanttotheFacebookuser’sareaorinterests.MembersofBigBrothersBigSistersHarrisonburgwebpagewillseetheadvertisementoften,aswellasmembersoftheHarrisonburgandsurrounding.

See Appendix B (page 14)For pricing information, see Section 7: Budget (page 10)

C. Twitter

Tobetterconnectwiththetargetmarketofolderprofessionalsfordonations,BigBrothersBigSistersshouldbetterutilizetheirTwitteraccounttobecomemoreinteractivewithdonorsandpotentialdonors.BigBrothersBigSistersshouldconsiderofferingspecialpromotionsviaTwittertogetmoreviewershipandfanparticipation.Forexample,BigBrothersBigSisterscanoffertwofreegamesofbowlingtothefirsttorespondtoatweet.Twittercanalsobebetterutilizedtoincreasesearchengine

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optimization,generatemoretraffictotheBigBrothersBigSisterswebsitewhichcouldpotentiallyattractdonorsandvolunteers.See Appendix C (page 15)For pricing information, see Section 7: Budget (page 10)

D. Blog

TheblogforBigBrothersBigSistersisaninformativesitefordonators,volunteers,andpotentialdonatorsandvolunteers.ThesiteofferseasyaccesstoinformationregardingBigBrothersBigSistersintheHarrisonburg-RockinghamCountyareaontheaboutpageoftheblog.Therearelinksembeddedinthesitewherevisitorstothewebsitecanclicktodonatetotheorganizationrightthenandthere.Thisislocatedonthewhydonatepage.Thereisalsoaseparatepage,calledcontact,forvisitorstoviewonlycontactinformationforBigBrothersBigSistersintheHarrisonburg-Rockinghamarea,sovisitorscaneasilyseehowtogetintouchwiththeorganization.Inaddition,thereisalsoaseparatepage,calledhome,forvisitorstoviewupcomingeventsgoingonwithintheorganization,aswellasaplaceforvisitorstocomment.Theblog’scolorschemeisconsistentwithBigBrothersBigSisters,usingthecolorpurple.TheBigBrothersBigSisterslogoisalsoontheblog’sfirstpagesovisitorswillrecognizetheorganizationandbecomefamiliarwiththelogo.Inadditiontothelogo,therearepicturesofchildrenandtheirmentorsontheblog.Thewebsiteaddressfortheblogishttp://bbbshr.wordpress.com/.

See Appendix D (page 16)For pricing information, see Section 7: Budget (page 10)

E. Online Newspaper Advertisement—Daily News Record

AnadvertisementontheDNR’swebsitehasseveralbenefits,inadditiontothefactthatitalsoreachesthousandsofpeopleinourtargetmarket.First,theadwillberelativelycheapat$8.50CPM(costperthousandviews),makingitverycost-effective.Second,theadditionofcolorandthe“banner”positionatthetopofthewebsitemakeonlineadsmorenoticeableandattention-getting.Third,theadcanbehyperlinkedtoBigBrothersBigSisters’websitesothatmoretrafficisdriventhere.Fourthandfinally,thenumberofviewsandclickstheadreceivescanbetracked.

See Appendix E (page 17)For pricing information, see Section 7: Budget (page 10)


VI.RecommendedTactics7

F. Online Incentives Program

Werecommendcreatinganonlineincentivesprograminwhichpeoplearerewardedforinter-actingwithBigBrothersBigSistersonsocialmediaoutlets.Forexample,theorganizationmightmakeaFacebookpostsaying,“ThefirstpersontopostapicturewithhisorherlittlebrotherorsisterwillreceiveacomplimentaryvoucherfromBigBrothersBigSisters.”Thefirstrespondentwouldreceiveacoupontoalocalvenue,suchasabowlingalleyorputt-puttcourse,thatcouldbeusedasanactivitywithhisorherlittle.Thisstrategywouldbebeneficialbecauseitwouldincreaseinteractionandinvolvementonsocialmedia,whilealsogivingbacktothevolunteerswhohelpdrivetheorganization.

See Appendix A and C (page 13,15)For pricing information, see Section 7: Budget (page 10)

2. PRINTA. Postcard

ABigBrothersBigSistersofHarrisonburg-RockinghamCountyisagreatinformationpiecegivingthemailingaddressandathankyoutothesupporterswhocomeoutandsupporttheevents.Thepostcardwillspreadawarenessandknowledgeofwhenandwherethenexteventwilltakeplace.Ultimately,increasingmembershipanddonators.Thecolorsusedinthebrochure,besidesinthepicturesofchildren,arepurpleandblack.ThesecolorsareconsistentwiththeBigBrothersBigSisterslogo.TheBigBrothersBigsisterslogoisonthepostcard,aswelltheslogan“LittleMomentsBigMagic,”sopeoplebecomemorefamiliarwiththelogoandslogan.Atleast1000postcardswillbesenttopeoplewhohaveparticipatedinevents,aswellastothepeoplewhohavedonatedtoBigBrothersBigSisters.

See Appendix F (page 18)For pricing information, see Section 7: Budget (page 10)

B. Newspaper Advertisements - Daily News Record

ThecityofHarrisonburghasapopulationofover40,000whileRockinghamCountyhasapopulationnear72,000.AdvertisingintheDailyNewsRecordwillbeefficientbecausethepublicationdeliversto62%ofHarrisonburgand29%ofRockinghamCounty,thereforereachingthousandsofpeoplewithinourtargetmarket.Inaddition,a2009surveyconductedbyKPCResearchshowedthattheDailyNewsRecordis“Thesingleadvertisingsourceareaadultsrelyonmostwhenmakingdecisionsaboutwhere



theywillshopandwhattheywillbuy.”Inthesurvey,34%ofareaadultssaidtheyrelyontheDNR,whilethenextclosestadvertisingsource,YellowPages,wasreliedonbyonly12%.

See Appendix G and H (page 19,20)For pricing information, see Section 7: Budget (page 10)

3. MEDIA RELATIONSA. News Releases

Newsreleasesarefreeandeasytoproduce.TheycouldbeusedbyBigBrothersBigSisterstoannouncenewsocialmediaplans,suchasthelaunchoftheblogandthesocialmediaincentivesprogram.Theycouldalsobeusedtoannouncefund-raisingevents,suchasproceedsnightatHam’sandthecarwash.InadditiontobeingsenttonewspapersthatwillhopefullycoverBigBrothersBigSisters,thenewsreleasescouldalsobepostedontheorganization’sofficialwebsiteandbere-writtenmoreinformallyasindividualblogposts.Finally,newsreleaseswillhelpstrengthenBigBrothersBigSisters’relationswithlocalmediawhowillhopefullycontinuetocovertheorganization.

See Appendix I and J (page 21,22)For pricing information, see Section 7: Budget (page 10)

B. Radio Advertisements

Thepurposeoftheradioadvertisementsaretoreachapotentialconsumerbasethroughthemediumofradio.UsingresearchTeam2foundthatradiowouldbeabletoreachpublicswhiledriving,atworkorevenhome.Theadswillalsoaddvoicetoourmessageasopposedtorelyingsimplyonprintorwrittenmedia.ItwillaidinincreasingawarenessofBigBrothersBigSistersandwilladditionallyprovidecontactinformationanddirectionstothewhereaboutsofongoingeventsandfundraisers.Ourprimarytargetpublicforthismediumwillbemiddle-incomeprofessionals.Wewilluse96.1LiteFM,acontemporaryChristiantargetedatthe35+demographic,whowouldhaveaninterestintheircommunityandtheircommunity’schildren.TheFMstation90.7islocalNPR,classicalandfolkmusic,whichisaprimaryradionewstalkstationthatservesthevoicestoanolder55+generation,whichcouldrelatewellwithmanywantingtogetinvolvedinthecommunity.

See Appendix K, L, and M (page 23-25)For pricing information, see Section 7: Budget (page 10)



VII.Budget

Budget

Program Program Cost Management Cost Total CostPressReleases Free FreePostcard Free FreeBlog Free,otherthanhaving

anemployeedevoteasmallnumberofhoursperweektoblogging

RadioAds 96.1:$20for30seconds90.7:$22for30seconds

Dependsonhowmanyads

DNRPrintAd $416for1/8page Dependsonhowmanyads

DNROnlineAd $5.25CPM(costperthousandviews)

Dependsonhowmanyads

FacebookAd $1perday $365OnlineIncentivesProgram

$20permonth $240

AdvertisingAgencyServices(Team2)

$1,000

Grand Total:Startingat$1,970


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VIII.AdvertisingPlanSummary


WehopetoincreaseHarrisonburg-RockinghamCountycommunityawarenessanddifferentiatefromtheBoysandGirlsClubinordertoattractnewdonorstogeneraterevenuebyimplementingthedescribedtacticsandstrategiesforBigBrothersBigSisters.

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FacebookPageFacebookAd

TwitterBlog

OnlineAdOnlinePromotions

PostcardNewspaperAds

NewsReleasesRadioAds

IncreaseindonorsIncreaseindonationsIncreasedcommunity

awarenessDifferentiation

IncreaseinvolunteersIncreaseinrevenue

IX.Evaluation

Toevaluatewhetherwesucceededinincreasingdonationsby10%,wewillmeasuretheamountofmoneydonatedduringtheyearofourcampaigncomparedtotheyear2009.Lastyear,BigBrothersBigSistersreceived1116giftsfrom984donorswithanaveragesizeof$250,totalingabout$279,000.Therefore,wewouldneedtoraise$306,000tocompletethisobjective.

Toevaluatewhetherwesucceededinincreasingvolunteersby5%,wewillmeasurethenumberofvolunteersduringtheyearofourcampaigncomparedtotheyear2009.Lastyear,BigBrothersBigSistershad867one-on-onevolunteersand50others,foratotalof917.Therefore,wewouldneedtohave963volunteerstocompletethisobjective.

Toevaluatewhetherwesucceededinincreasingouronlineinteraction,wewillmeasurehowmanyFacebookfriends,Twitterfollowers,andbloghitswehaveoneyearfromnow.Notonlythat,butwewillconsiderthenumberofFacebookposts,tweets,andblogcommentsourpublicsleaveus.Successfulinteractiononsocialmediainvolvesnotonlybuildingyournumberoffriendsorfollowers,butalsoengaginginconversationswithpublics.


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X.Appendices


AppendixA:FacebookFanPage

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X.Appendices


AppendixB:FacebookAd

14

X.Appendices


AppendixC:TwitterPage

15

X.Appendices


AppendixD:Blog

16

X.Appendices


AppendixE:OnlineDNRAd

17

X.Appendices


AppendixF:Postcard

18

X.Appendices


AppendixG:NewspaperAd1

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X.Appendices AppendixH:NewspaperAd2


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X.Appendices


AppendixI:NewsRelease1

BigBrothersBigSisters225NorthHighStreetHarrisonburg,VA22802NEWS RELEASEFORIMMEDIATERELEASEMay5,2010BIG BROTHERS BIG SISTERS TO LAUNCH ONLINE INCENTIVES PROGRAMHARRISONBURG,VA–BigBrothersBigSistersofHarrisonburg-RockinghamCountyannouncedtodaythatitwilllaunchanincentivesprogramtoreward“Bigs”whovisitandinteractontheorganization’ssocialmediaplatforms.Startingnextmonth,BigBrothersBigSisterswillbegivingawayonevouchereachmonthforthefirstrespondenttoadesignatedpost.Whiletheorganizationdidnotwanttogiveawayspecifics,aspokes-mansaidthatpostswouldbealongthelinesofaskingfollowerstopostaFacebookpicturewiththeir“Little”ortweetingaboutwhytheyenjoyparticipatinginBigBrothersBigSisters.Voucherswillbefor$25andcanbeusedwithlittlebrothersorsistersforactivitiesintheHarrisonburg-Rockinghamarea,suchasbowling,miniaturegolf,oramovie.“We’reexcitedabouttheonlineincentivescampaign,”saidBigBrothersBigSisters’spokesman.“We’rehopingtoincreaseinvolvementwithourvolunteersanddonorsonline,andit’salsogreatforustogiveawayvouchersforfunactivitiestoparticipants.”BigBrothersBigSisterssaidtheprogramwilltakeplaceonallofitssocialmediaoutlets,includingFace-book,Twitter,anditsnewlylaunchedblog.Formoreinformation,pleasevisitwww.BigBrothersBigSistershr.orgorcall540-433-8886.

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BigBrothersBigSisters225NorthHighStreetHarrisonburg,VA22802

NEWS RELEASE

FORIMMEDIATERELEASEMay5,2010

BIG BROTHERS BIG SISTERS TO BEGIN BLOGGING

HARRISONBURG,VA--BigBrothersBigSistersofHarrisonburg-RockinghamCountyannouncedtodaythatithaslaunchedanonlineblog.Theblog,locatedatwww.BigBrothersBigSistershr.wordpress.com,willbeupdatedweeklyandincludepostsaboutupcomingevents,aswellasfirst-handaccountsfromchildrenandvolunteerswhohaveparticipatedintheprogram.

“We’reveryexcitedabouttheblog,”saidaspokespersonoftheorganization.“Wehavebeenwantingtogetmoreinvolvedinsocialmedia,andablogwillbeagreatadditiontoourFacebookandTwitterac-counts.”

Theorganizationsaidthatitwillwelcomefeedbackfromreadersontheblog.Readerswillbeabletocommentonanypostwiththeirthoughts,orsuggestadditionaltopicstheywouldliketoseecoveredontheblog.

Theblogiscurrentlyactive,butonlyhasan“About”pagesofar.Theorganizationsaidthefirstpostisexpectedtobemadelaterthisweek.

Formoreinformation,pleasevisitwww.BigBrothersBigSistershr.orgorcall540-433-8886.

X.Appendices AppendixJ:NewsRelease2


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X.Appendices


AppendixK:RadioAd1

ANNOUNCEMENT FOR RADIO

ForImmediateRelease

TOPIC:BigBrothersBigSisters

LENGTH:0:30

LOCALCONTACT:BrendaLWilbergerCFRE–DevelopmentDirector540.433.8886brenda@BigBrothersBigSistershr.org

Time Advertisement0-1.0seconds Let’sStartThinkingLocal!1.1-8.0seconds Let’sstartsupportingourlocalcommunityandchildrenbydonatingtoBig

BrothersBigSisterstochangechildren’slives.8.1–14.0sec-onds

Let’sgiveourcommunity’schildrenthebestandmostmemorableexperi-encessotheycangrowuptobecomeactivemembersofthecommunityjustlikeus.

14.1-18.0sec-onds

Let’ssupporttheBigBrothersBigSistersprogramwhointendstodojustthis.

18.1–30seconds Let’sfindoutmoreandcall(540)433-8886ordonatenowatBigBrothersBigSistershr.org.Littlemomentsbigmagic!

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X.Appendices


AppendixL:RadioAd2


ForImmediateRelease


Length:0:30

LOCALCONTACT:BrendaL.WilbergerCFRE–DevelopmentDirector540.433.8886brenda@BigBrothersBigSistershr.org

Time Advertisement0–3seconds Doyouwanttomakeadifferenceinthelivesofchildreninourcommu-

nity?3.1–11seconds Well,BigBrothersBigSistersisamentoringorganizationlocatedherein

Harrisonburgandprovidesopportunitiesforadultstomakeapositivedif-ferenceinthelivesofchildren.

11.1-26seconds Tohelpachildgainamentorallyouneedtodoisgotowww.BigBrothersBigSistershr.orgtomakeanonlinedonationorcall540.433.8886tolearnmoreaboutusandhowelseyoucanhelp.

26.1–30seconds Littlemoments,bigmagic!Anditallstartswithyou.

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X.Appendices


AppendixM:RadioAd3


ForImmediateRelease


Length:0:30

LOCALCONTACT:BrendaL.WilbergerCFRE–DevelopmentDirector540.433.8886brenda@BigBrothersBigSistershr.org

Time Advertising0–4seconds VisityourlocalHam’sRestaurantonJune6from4p.m.to8p.m.4.1–12seconds FriendsofBigBrothersBigSisterscanstopintoHam’sanddonate$1pur-

chaseandsigntheirnameonapaperSpringsun!12.1-24seconds BigBrothersBigSistersistheoldest,largestandmosteffectiveyouth

mentoringorganizationintheUnitedStates.Ourmissionistomakeapositive,measurabledifferenceinthelivesofchildren.

24.1–30seconds VisitHam’sthiseveningfrom4–8andsupportBigBrothersBigSisters

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Documents

Expanding Big Magic horizons through one-on-one relationships · Brothers Big Sisters from Boys and Girls Club, increase donations by 10%, and increase volunteers by 5% within one