e r f r v o i R n t PUBLIC R E LATIONS Your water. Your future. By: Hayley Fee, Katherine Ferrer, Aranda Hanks, Dillon Koenig and Etta Petersen Public Relations Campaigns: PR 4740-001 – Fall 2016
TEAM PROFILE Hayley Fee Hayley is a MTSU graduate with a Bachelor of Science in Mass Communications with emphasis in public relations in the recording industry and a minor in marketing. Hayley is continuing her career at American Airlines working in its customer relationship management department. Katherine Ferrer Katherine is a MTSU graduate with a Bachelor of Science in Mass Communications with emphasis in public relations and a minor in marketing. She is the immediate past chapter president for the MTSU Public Relations Student Society of America (PRSSA). Katherine is currently a Marketing Coordinator at Smith Seckman Reid, Inc., a consulting engineering firm in Nashville, Tennessee. Aranda Hanks Aranda is a graduating senior at MTSU studying public relations with minors in marketing and political science. She is a member of the MTSU Public Relations Student Society of America (PRSSA). Aranda served as the Vice President of MTSU’s Panhellenic Recruitment last semester, while also interning at the St. Jude Children’s Research Hospital in Nashville, Tennessee. Dillon Koenig Dillon is a graduating senior at MTSU studying public relations with a minor in marketing. Dillon is a current member of Omega Delta Psi. His experience includes writing for MTSU Sidelines, the university’s student newspaper. Etta Petersen Etta is a MTSU graduate with a Bachelor of Science in Mass Communications with emphasis in public relations and minors in marketing and Spanish. Etta served as the Marketing Director for MT10, the university’s student cable station. She also has experience writing for MTSU Sidelines, the university’s student newspaper.
SITUATION ANALYSIS Problem Statement: Tennessee Scenic Rivers Association (TSRA) lacks recognition among college students and young families, lacks strong relationships with Tennessee conservation groups and leaders, and is unstable to sustain its conser- vation efforts among polluted Tennessee rivers. • Only organization that invests its funds back to conservation • Millennials: 18 to 39-year-olds who use social media to receive information Millennials Young families Current members
SWOT ANALYSIS Strengths Weaknesses Internal Internal - Experience - Location - Reputation - Structure - Longevity - Communication between departments - Wholesome values - Demographic - Conservation efforts External External - Location - Awareness - Trendy - Social media presence - Affordable - Conservation unpredictable - Wholesome values Opportunities Threats Internal Internal - Growth of members - Old age - Conservation efforts - Decrease in volunteers and members - Wholesome values - Lawsuits - Expansion - Expensive training External External - Social media presence - Decrease in volunteers and membership - Conservation efforts - Lawsuits and pollution - All subgroups (ocean paddle boarders, etc.) - Oil company, coal company, paper mill - Lifetime membership - Expansion - Increase events
PR AUDIT Internal Environment Performance Niche Structure Ethical Base Internal Impediments
PR AUDIT External Environment Supporters Competitors External Impediments Opponents
PR AUDIT Public Perception Visibility Reputation
Mill Creek Access Build RESEARCH
PRIMARY RESEARCH • Non-probability, convenience sample survey • 180 of 500 students responded (36 percent) • Over 95 percent millennials Yes No 11.5% 18.1% 88.5% 81.9% Figure 1 Figure 2 Q6: Have you heard of the Q7: Have you ever been Tennessee Scenic Rivers paddling? For example: kayaking, Association (TSRA)? canoeing, paddle boarding, etc.
PRIMARY RESEARCH 23.6% 22.5% 20.3% 18.7% 14.8% Not likely Not so likely Neutral Likely Very likely Figure 3 29.1% Q10: How likely are you to 25.8% participate in an organized group paddling trip? 19.8% 13.2% 12.1% Not likely Not so likely Neutral Likely Very likely Figure 4 Q11: How likely are you to participate in an organized group river clean up?
SECONDARY RESEARCH • Understanding Millennials: - Lead strong eco-friendly lifestyles - Millennials prefer to create their own labels - Willing to put time and effort into creating, sustaining and conserving a better future • Connecting with Young Families: - Childhood obesity rate has grown from 5 percent to 18 percent over the last 30 years - Children who spend more time outdoors are less likely to experience depression or be diagnosed with ADD or ADHD • Purpose of Conservation: - Many Tennessee rivers are being neglected - Raise awareness of conserving and protecting rivers
Highway 100 Harpeth Access Build STRATEGY
GOALS & OBJECTIVES Reputation Relationship Activity Goal: To strengthen the reputation of Goal: To establish relationships Goal: To increase the activity TSRA among millennials by increasing with young families by enhancing among TSRA members. its social media presence. TSRA’s Facebook page. Objective: To have an effect on Objective: To have an effect on Objective: To have an effect TSRA member involvement by awareness by creating a TSRA on acceptance among young creating a members-only event Instagram account to gain 200 families by initiating 200 Facebook with 100 members in attendance Rutherford and Davidson county conversations and gaining 250 on Dec. 9, 2017. college millennial followers by likes by Feb. 1, 2018. Feb. 1, 2018. Objective: To have an effect on awareness by awarding one to two TSRA scholarships to Middle Tennessee high school seniors and undergrad college students by Feb. 1, 2018.
THEME & MESSAGES Campaign theme: Messages: 2 3 Young families: Members: Millennials: Bond with your Invest in TSRA Join TSRA to have fun family at a TSRA to protect your while protecting your event. adventure. water supply.
MEDIA & ACTIONS Traditional Social Task Media Media
Duck River Access Build PROGRAMMING
GOAL ONE Objective: To have an effect on awareness by creating a TSRA Instagram account to gain 200 Rutherford and Davidson county college millennial followers by Feb. 1, 2018. • Hashtag • Contest • Cutout W a t e r r Y u o o u Y r # F u A t u R r S e T T e S r R u A t u # F r Y u o o u Y r r W e t a a t W e r r Y u o o u Y r # F u A t R u r S e T Objective: To have an effect on awareness by awarding one to two TSRA scholarships to Middle Tennessee high school seniors and undergrad college students by Feb. 1, 2018. • 750 to 1000 word essay: Why I Conserve (due at the end of May) • Minimum 20 hours of TSRA volunteer time/community service, including: - River clean-up - Building blue entry ways - Volunteering at special events * Applicant’s hours must be logged and approved by a board member
INSTAGRAM CUTOUT
INSTAGRAM PAGE
TSRA SCHOLARSHIP Volunteer Hour Log
TSRA SCHOLARSHIP Fundraisers Contact List Rutherford County Schools Nashville, TN 37215 MTSU MTOP 2240 Southpark Blvd. Dwanna Hughes 1848 Blue Raider Drive Murfreesboro, TN 37128 dhughes@mtcbsa.org Murfreesboro, TN 37128 Karen Meador - Student Services (615) 383-9724 (615) 898-2104 meadork@rcschools.net Girl Scouts of Middle Tennessee Nashville Parent Magazine (615) 893-5812 4522 Granny White Pike 2200 Rosa L. Parks Blvd. Metro Nashville Public Schools Nashville, TN 37204 Nashville, TN 37228 2601 Bransford Ave. Rebecca Anderson (615) 256-2158 Nashville, TN 37204 randerson@gsmidtn.org (615) 460-0243 Community Foundation of Middle TN Molly Sehring molly.sehring@mnps.org 3833 Cleghorn Ave., Suite 400 (615) 259-8569 YMCA of Middle Tennessee Nashville, TN 37215 1000 Church Street Pat Embry Middle Tennessee Council Boy Scouts Nashville, TN 37203 pembry@cfmt.org (615) 259-9622 3414 Hillsboro Pike (615) 321-4939
GOAL TWO Objective: To have an effect on acceptance among young families by initiating 200 Facebook conversations and gaining 250 likes by Feb. 1, 2018. • Posts • Facebook Live • Facebook advertisements
FACEBOOK AD $300 $25 Average for an annual Annual membership membership to a water park for TSRA in Tennessee Why pay $300 for a family of four to have fun? Join TSRA today for only $25 for fun all year long! Visit our Facebook page to learn more.
GOAL THREE Objective: To have an effect on TSRA member involvement by creating a members–only event with 100 members in attendance on Dec. 9, 2017. • Press release • Media advisory • New board of directors leadership oath • Outstanding members and scholarship winner(s)
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