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Austin Safe Kids CoalitionAudience Awareness CampaignSituational AnalysisMiranda Ferris, Marissa Ferguson and Shaeleigh SchmidtMC4320: Public Relations CampaignsTuesdays 2:00 p.m.Professor ScharlachExecutive SummaryAustin Safe Kids Coalition is a nonprofit organization with the goal of preventing unintentional childhood injuries. Austin Safe Kids works closely with Dell Children’s Hospital and various other businesses to target parents ages 18-34 years old. Austin Safe Kids aspires to distribute information through social media, events and public service locations to support their overall mission. Using the most economical resources, creative campaign strategies are essential to gain awareness and engagement with the target audience.The external environment surrounding Austin Safe Kids includes various nonprofits that compete for resources and fundraising. The internal environment concerns the staff, sponsors and board of directors that form Austin Safe Kids. Creating a cohesive relationship between the internal and external environments is essential to increase audience awareness.Situational Analysis???????This situational analysis utilizes information concerning Austin Safe Kids to understand and critically think about the internal and external strengths and opportunities that the nonprofit may use to reach their goal. ?Secondary research includes the social media preferences of the target audience. Statistics are as follows:Facebook:88% of people between the ages of 18-29 use Facebook84% of people between the ages of 30-49 use Facebook75% of users are men83% of users are womenInstagram:59% of people between the ages of 18-29 use Instagram33% of people between the ages of 30-49 use Instagram26% of users are men38% of users are womenTwitter:36% of people between the ages of 18-29 use Twitter23% of people between the ages of 30-49 use Twitter24% of users are men25% of users are femaleBased on this information. Facebook is the most influential social media site to use. Utilizing social media as an information source for the target audience can distribute information about events and safety quickly and easily. External FactorsCentral Texas has an abundance of competition in terms of donors and volunteers. Any campaign that supports child safety is a threat to Austin Safe Kids because of similar target audiences. Austin Safe Kids has an opportunity to stand out by using tactics such as National Hashtag Holidays, which includes participating in current, trending conversations. Currently, Austin Safe Kids produces quality information and has established events within the community. Although the Austin Safe Kids social media accounts offer an abundance of information, there is little engagement on each post. ?By promoting social media accounts during the weekly news segment, they can promote and inform a larger audience using less time and energy.With partnerships as an option, Austin Safe Kids should consider that working with various sponsors and partners means compromising for the benefit of every organization or company involved. This could potentially hurt the Coalition’s overall goals by essentially harming the flexibility that is important for the success of each campaign. When an increased number of organizations and sponsors are involved, it halts the productivity of each event or fundraiser because it requires the input of more voices and allows room for discrepancies.Internal EnvironmentThe internal environment includes sponsors, a board of directors, and the staff itself. ?Austin Safe Kids concentrates on events such as car seat installations and tutorials, and safe swimming events. Events include an abundance of free resources including pamphlets, infographics, and free items such as car seats.The lack of a budget inhibits the creativity and opportunities for Austin Safe Kids to interact with the community. A more structured approach to budgeting would allow the organization to organize and schedule events with an understanding of what could be provided to the target audience. If Austin Safe Kids is required to report to the hospital’s board, they essentially lose creative control over their events. Without total control over the events and campaigns, Austin Safe Kids has the potential to lose control of how they implement each campaign and strategy.Austin Safe Kids Coalition has a good reputation, with no negative reviews or strong oppositions found. The following that they do have, seems to provide a supportive and participatory community.External EnvironmentInjury Free Coalition for Kids is an organization that resides in Austin with a very similar mission to Austin Safe Kids. It is a competitor because both organizations have the same target audience, want similar sponsors and produce similar information. Austin houses a multitude of nonprofits which pose as competition in terms of donations and sponsorships.Austin Safe kids provides a plethora of information, but some parents may need assistance with other topics. Austin hosts various festivals, concerts and large-scale events throughout the year, so events that Austin Safe Kids puts on may be overshadowed. Many young parents may have financial struggles, so if economic security is a family’s biggest issue, they may not choose to drive to events that Austin Safe Kids hosts. SWOT Analysis: Austin Safe KidsStrengths:Austin Safe Kids has many resources available and is able to provide these services and resources free of charge.They have a good reputation.Great website and clear website navigation.Present and active on Twitter and Facebook.They have an abundance of well-known supporters and sponsors such as Johnson & Johnson and Chevrolet.Their partnership with Dell Children’s hospital makes it possible to reach a large portion of the appropriate audience.Weaknesses:Although there is an abundance of information available through Safe Kids’ Twitter, it isn’t getting the amount of circulation that would be ideal. There is a low amount of retweets and likes despite the high amount of followers. Opportunities:Use National Hashtag Holidays. By participating in a conversation that is already happening, the client can find a portion of their target audience that they have never reached before.Examples: June 1 - International Children’s Day #ChildrensDayMay 19 - National Bike to Work Day #BTWD (Use this as a segway to mention the importance of proper bike safety and safety equipment for kids)The already existing Safe Kids Day and Child Passenger Safety Day are such great opportunities for fundraising and awareness. This is a great campaign, and promoting it on social media and on air would make it an even better opportunity.Promoting social media during the Safe Kid’s news segment would be a great awareness opportunity.The YMCA is a large family based organization in Austin, and this could be a great opportunity to spread resources and information to the key audience. ?Threats:Austin houses more nonprofits per capita than the other large cities in Texas, so there is a lot of local competition in terms of donors and volunteers. Any campaign that supports child safety is a threat to Safe Kids because competing organizations are receiving funds from the same target audience - parents. Injury Free Coalition for Kids- this organization has the same target audience as Austin Safe Kids Coalition. They have a very functional website with a lot of resources available to its viewers. Competitor #1: YMCA of AustinStrengths:The YMCA of Austin has a large following, along with many sites, camps, and after-school care programs. Because their various programs generate funds through various fundraising programs, they end up raising large amounts for child and family-related causes.The YMCA of Austin is most successful on Facebook, Twitter and LinkedIn. Through the touching stories they tell about their participants and families, fundraiser reminders and links, and community involvement, they receive a large amount of engagement on posts. Weaknesses:Different programs are offered at different facilities across the city, state and nation. Therefore, donors and customers are not given equal opportunities.Although they have an abundant social media presence, the voice on each platform is not consistent. Opportunities:Fundraise for various groups, not just children and families.Threats:Other child and family-related nonprofits, such as Austin Safe Kids.People without children do not take interest in the organization or the annual campaign that supports the children’s careCompetitor #2: Injury Free Coalition for KidsStrengths:Funding comes from the Robert Wood Johnson Foundation Injury Free is widespread with more than 30 sites across more than 30 citiesThey have a strong website that includes videos, resources, information about past campaigns and a donation pageCredibility is high- many of their employees have received a program coordinator award, pioneer award or coordinator of the yearOne page on the website contains 12 tabs for 12 different topics and how to prevent injury when engaged in those activities. Under these tabs, there are 9 links to other websites described as “general safety links”Weaknesses:Some of the information is outdated. For example, they have a “funding opportunities” tab but two of the items listed are from 2008 and 2009. There is not a strong media presence. One Facebook page, based out of New York, has 144 followers. On the homepage, there is information about events but much of this is outdated as well. There is a “Trade in Event” where Injury Free Coalition partners with Toys R Us and Babies R Us. When lightly used items, like cribs, are brought in, a discount for the store is given as payment. However, there is no current information, just an outline of the 2016 campaign plan.Opportunities:Injury Free Coalition is widespread. They have the opportunity to get information out quickly and to many people easilyBecause it is a large organization, Injury Free Coalition is more recognized than Safe Kids An annual conference creates opportunities for fundraising as wellThreats:Austin has the highest number of nonprofit organizations in Texas. Organizations like Safe Kids, St. Judes and the YMCA are all threats to Injury Free CoalitionAgain, people without kids are not likely to take an interest.Public Relations PlanObjective 1: Austin Safe Kids seeks to increase online followers by 12% during the three-month campaign period. Strategy: To develop followers’ attention and comprehension of Safe Kids through social media campaigns, video content, social graphics, and interactive content.Tactics:Participate in hashtag holidays on social mediaWalk to school dayHalloweenFourth of JulyInterns creating video content or commercials each semester (unpaid)Post job descriptions to Handshake, Jobs4CatsTestimonial from the intern (intern takeover on Blog once per week)Hootsuite certifiedHire social media and marketing interns each semester (unpaid)Purchase regulated social media assets (Hootsuite)What is it, how it can help“Kid’s Corner” on website that include interactive games and safety information“Teacher’s Corner”Safety sheetsColoring pagesInteractive social media contentRetweet to winShare to winPhilanthropic partnerships Gift certificates to bike shops, car washes, swim gearTag a friend to winPromotional postsPost the winnerCreate safety-related information graphics (for social media and print)Safe ways to trick or treatSafe ways to Christmas carolPrint resources for teachers, schools, nurses, etcCreate personal hashtagObjective 2: Austin Safe Kids seeks to increase the awareness of the target audience, 18-34 year-olds, by 10% during the three-month campaign period.Strategy: To use tangible materials such as pamphlets, participate in community events and utilize technology resources like social media and the television segment. Tactics:Interactive pamphlets (origami, crosswords, coloring pages with infographics)TestimonialsForming alliances with community centers, after school care sites, public safety officialsParticipate in local school ralliesAppear on national holidays (walk to school day) and give away pencils, stickers, pamphletsParticipate in school bazaars, fall fests“Safety Kit” auctionGames involving safetyPay to play – money goes to Austin Safe KidsProfit shares on holidays such as walk to school day, restaurant can donate 10% to people who say they’re supporting Austin Safe KidsPartner with lake and water-related organizationsBarton Springs, lakes, kayak rental placesPartner with summer campsYMCA, Lifetime, rmational packets for teachers to hand out to students/parentsAdding children as a target audienceBooth at kids zone in sports placesPromote social media/website on news segmentCreate a script each week for the news segment and get the interview questions from the media contactCreate merchandiseCreate a sloganPartner with daycaresCreate an app for phones ?Objective 3: Austin Safe Kids seeks to increase event attendance with the target audience, 18-34 year-olds, by 10% during the three-month campaign period. Strategy:To bring awareness of Safe Kids’ events to the target audience through advertising, information distribution and public displays of Safe Kids’ in action. Tactics:Gift bags (pamphlets on safety, trinkets related to safety)Referral prizes (supplies, helmets, checkups, etc.)Participate in local school ralliesAppear on national holidays (walk to school day) and give away pencils, stickers, pamphletsParticipate in school bazaars, fall fests“Safety Kit” auctionGames involving safetyPay to play – money goes to Austin Safe KidsHost events at pools/lakes about safe swimmingGames, infographics, demonstrations (can be for kids and parents)Snow cone sponsor a cheap snow cones and funds go to Austin Safe KidsCommunity campsite sponsored by major company“Safe camp”Family fun 5k or obstacle course (annual)Water stations have safety informationGames at stations that are kid friendlyFestival at the end with games/food from sponsors ?Implementing TacticsTeacher’s Corner on WebsiteWe believe that a Teacher’s Corner will benefit Austin Safe Kids because it gives teachers a resource to pull from to teach kids about safety. Some examples of resources include: word search puzzles, printable worksheets, lesson plans and crossword puzzles -- all related to water, bike and passenger safety. Children’s books about safety can be included in the lesson plan.Family Fun 5k - Color Vibe 5kThe Color Vibe 5k is a national race that travels across the US each year. Since Austin is on their event calendar, they allow local vendors to get involved.You can become a vendor at the Color Vibe run in Austin, Texas by filling out a form request here: Austin Safe Kids will need to contact the organization in order to inquire about booth space and pricing each year. There are select vendor spaces, so a pitch may be helpful, but is not necessary.The contact information is as follows: support@ Intern JobJob DescriptionAustin Safe Kids is looking for a Social Media Engagement Intern to join our team for the spring semester. The position is unpaid and has a required commitment of 15 hours/week.Our Social Media Engagement Intern will assist our team with the daily monitoring and engagement across all social media platforms for a large audience. ExperienceOnly interns with previous social media-specific internships or professional experience will be considered. We require knowledge in the following platforms: Instagram, Facebook, YouTube and Twitter.Graphic design, Adobe Premier, and Microsoft Office experience required. Hootsuite certification preferred.SkillsWe’re looking for a dependable, go-getter with a positive and professional attitude. We prefer someone with a commitment to customer service who is able to bring new ideas to the team. RequirementsIt is required that you bring your own computer and have reliable transportation to the office.If this position sounds like it was made for you, we encourage you to send you resume and cover letter to austinsafekids@ with subject line: Social Media Engagement Intern.Video ProposalVideos are a way for viewers to understand the purpose of Austin Safe Kids. Video content will be related to current events that Austin Safe Kids hosts, news and accomplishments, and provide an inside scoop of what happens behind the scenes. Videos should be short, direct, and fun. Videos should always use relevant material, exhibit professionalism, follow proper punctuation, usage, and grammar, and adhere to company guidelines.Video #1: Event AnnouncementWalkthrough of past eventShow crowds, smiling peopleHighlight purpose (car seats, water, etc.)Uplifting music in backgroundWalkthrough perspective Caption: “Don’t miss out on the fun! We will be hosting a car seat check on December 1, 2017 at 1:00 p.m. See you there! #AustinSafeVideo #2: Internship AnnouncementSocial graphic (canva)Post internship announcement with a few detailsInclude linkBrief of required experienceCaption: “Love social media? Looking for an internship? We’re hiring for the spring! Visit our website to learn more. #AustinSafeKids”Video #3: TestimonialInterview someone who has had a positive experience with Austin Safe KidsCreate a video that includes their experience, why it was important, and how it helped their family Edit the video to include titles and background musicCaption: “As a new mother, Jane Doe was nervous about the drive home from the hospital. ‘Austin Safe Kids ensured my child’s safety,’ she said. We love our Austin families! #SafetyFirstVideo GuidelinesNo video shall exceed 60 secondsVideos will include frame titles, captions with appropriate names, sponsors, and other important detailsCaptions will not exceed three (3) sentencesCaptions will not exceed three (3) hashtagsVideos will be edited in Adobe PremierHashtags must be relevant to posted materialEx) #AustinSafe, #SafetyFirst, #AustinSafeKidsGraphics:Hashtags and Hashtag HolidaysA great way to reach your target audience is by joining conversations that are already happening. Hashtags and hashtag holidays are an easy way to do this.Example:#GivingTuesday how to:This takes place the Tuesday following Thanksgiving. The theme is giving back to the community. Posting during the days leading up to Giving Tuesday and letting people know who you are and what their potential donation could be used to do would be a great opportunity to get donations. The day of you could post something letting users now that Safe Kids is a great organization to donate to.Below is an example of a potential Facebook post for Giving Tuesday. I used Canva to make this and you can easily insert a clickable link to take people directly to your website giving page.More examples of hashtag holidays you can use:June 1 - International Children’s Day #ChildrensDayMay 19 - National Bike to Work Day #BTWD (Use this as a segway to mention the importance of proper bike safety and safety equipment for kids) Safety Posters for SchoolsDistributing safety posters to local schools is a great way to get safety information directly to children.Below are examples of a safety posters that could be posted in schools. Left: A poster that could be hung around the school leading up to halloweenRight: A poster that could be hung in the Nurse’s office year round.Gift BasketsA great way to get interaction on social media is by creating contests. People love free stuff, and giveaways through social media can be beneficial in many ways. You can create posts that say something platform-specific such as:Facebook: “Share this post for a chance to win this basket.”Twitter: “Retweet this post for a chance to win this basket.”Instagram: “Tag a friend in the comments below for a chance to win this basket.”When followers do this it will help get more Safe Kid’s followers and help you deliver your message to a larger audience. Be sure to include a deadline for the contest. Followers like to see who wins, so posting the winner online is always a good idea. Gift baskets could contain Safe Kid’s merchandise such as t-shirts, key chains, pencils, water bottles, etc. Most of these can be bought in bulk for relatively cheap and it will pay off in the form of advertisement. Safety KitsA great way to get interaction on social media is by creating contests. People love free stuff, and giveaways through social media can be beneficial in many ways. You can create posts that say something platform-specific such as:Facebook: “Share this post for a chance to win this child safety kit.”Twitter: “Retweet this post for a chance to win this child safety kit.”Instagram: “Tag a friend in the comments below for a chance to win this child safety kit.” When followers do this it will help get more Safe Kid’s followers and help you deliver your message to a larger audience. Be sure to include a deadline for the contest. Followers like to see who wins, so posting the winner online is always a good idea. Safety kits can include things such as bicycle safety equipment, first aid kits, and safety pamphlets. For the safety kits you can giveaway things that would typically be given away at Safe Kid’s events, because it will help reach a new audience that may not already be aware of Safe Kids. Summer CampsYMCA Camp Twin Lakes: 512-257-0709; Offer day camps and overnight camps. Swimming, hiking, slip-n-slides and games are offered at this camp. It is 25 miles out of Austin and the purpose is for kids to be able to run, play and have new positive experiences. YMCA Kinder Camp: 512-236-9622; Offers games, field trips, crafts and books that are age appropriate for kids who have not yet attended kindergarten. YMCA Theme Camp: 512-236-9622; Theme camp centers around crafts, games and activities that all have the same theme. YMCA Sports Camp: 512-236-9622; Sports camp teaches the basics of a variety of sports, the importance of staying active and how to work as a team.YMCA Trailblazer: 512-236-9622; Swimming, sports, arts and crafts are offered with concentration on teambuilding and leadership skills.Extend-A-Care Kids: 512-472-9402; Kids learn each week by following the theme of a piece of literature. Sports, games and learning are the key components of this summer camp.Children’s Learning Adventure: 512-351-4714; A STEM based camp where kids have time to play sports, learn about various topics and develop critical thinking skills.Working with the YMCA would allow Safe Kids Austin to gain experience, network and get a foot in the door. The YMCA is well established in a variety of communities. Collaborating with a well-established organization would benefit the awareness component of this campaign. A mutual relationship between the YMCA and Safe Kids Austin would stimulate awareness, increase networking opportunities and provide a large platform to reach the target audience. School Schedules for EventsAnnual Becker PTA Fall Fest- hosted at Becker Elementary School on November 11, 2017 from 2:00-5:00 p.m.Eagle Fest-hosted at Summit Elementary School on October 21, 2017 from 3:00-6:00 p.m. Fall Carnival-hosted at Travis Heights Elementary School; no specific date providedFall Festival-hosted at Reilly Elementary School on October 26, 2017 from 4:30-7:00 p.m.Each of these fall festivals centers around games purchased with carnival tickets. Silent auctions are popular, along with food and prizes. Safe Kids Austin has a unique opportunity to create a game and set up a booth at various fall carnivals. Although some money must be spent on prizes and materials, likelihood of increased awareness outweighs the cost. This is an opportunity for Safe Kids Austin to work closely with not only AISD, but the communities that surround each school.Touch A Truck- hosted in Round Rock on October 21 from 9:00 a.m.-noon at Old Settlers Park, 3300 E Palm Valley Blvd. ?This is an event that promotes the curiosity kids have about trucks and vehicles. This would tie in perfectly with car seat safety. This event is free for the public. Safe Kids Austin could utilize the theme to demonstrate motor vehicle safety. jlillibridge@. This email was given so that people could offer to share their unique vehicles and give demonstrations. Companies for profit-shareChipotle-Host a fundraiser and keep 50% of the proceedsPanera Bread-20% of sales with a minimum of a $20 donation or $100 in salesPanda Express-20% of salesChili’s-10% of sales with a minimum of $500 in salesPluckers-the more you sell, the more you getSubway- card fundraising, purchase gift cards at a discount, sell them at face value and keep the profitT-Shirt/Merchandise Quotes???????????????????????The above is a t-shirt idea that can be used for the inaugural 5K hosted by Safe Kids Austin. Limiting the design to one color will cut costs. There are a variety of t-shirt printing businesses to choose from in Austin. I have narrowed the options down to three places that have the best reviews, lowest prices and shortest production times.Oh Boy! Print ShopGildan t-shirts with one color print cost $6 per shirt. This is for a minimum of 24 shirts. If each shirt is sold at $15 for events, that is already a profit of $8 per shirt. Shirts can be designed for specific events or a large order of shirts depicting the Safe Kids Austin logo can be created for distribution at various events.Bolt PrintingThis is an online order and design upload. This would be the cheapest option with a quick delivery. An order of 35 small, 35 medium, 20 large and 10 extra large shirts would cost $526 total at a cost of about $5.26 per shirt. This is an order of $100. An order of 50 shirts would cost about $5.80 per shirt. This order was with 17 small, 17 medium, 11 large and 5 extra large. LOGO IT! Promotional Products offer a variety of products for giveaways.300 Bic pens would cost $162300 lanyards would cost $342100 bike bottles would cost $250250 Reusable Shopping Tote bags would cost $432.5041694101778000FOR IMMEDIATE RELEASE DATE 3/25Contact: Carlee McConnellAgency: Safe Kids AustinTelephone: 512-324-0000Email: cmcconnell@ Summer Safe Kids 5K Offers Family Fun to Kickstart Summer Vacation(AUSTIN, Texas)— Safe Kids Austin and Dell Children’s hospital are hosting the inaugural Summer Safe Kids 5K on June 12th at 10 a.m.The 5K will wind through Zilker park in Austin and be followed by games, raffles and snacks. ?Prize baskets will be given to the 1st, 2nd and 3rd finishers of the race, but every contender will receive a t-shirt, water bottle and backpack! “Safe Kids Austin strives to increase community awareness about child safety. From summer safety at pool parties to the car ride home, Safe Kids Austin wants to keep children happy and healthy,” Coalition Coordinator Carlee McConnell said. Families of all ages are welcome to join the fun at the 5K at a cost of $20 per person. Children five and under have free admission. The Safe Kids Austin hosts a variety of events throughout the year, including events to check for correct car seat installment. Parents are encouraged to ask questions, get information or simply visit with Safe Kids Austin volunteers and employees. Always happy to help, Safe Kids Austin offers information online, on the air and in person!For more information, please visit , call 512-324-0000 or check out Safe Kids Austin on Facebook and Twitter.###[Newsletter Title][Subtitle]by [Your Name] on [Date][Insert textual lead]THIS WEEK’SUpcoming Events[Event Title]by [Your Name] on [Date][Event details][Event Title]by [Your Name] on [Date][Event details]READ MORE ON OUR WEBSITE Call (512) 324-0000 Ext 86820@SafeKidsAustinPublic Service Announcement (PSA)“Every child is at risk for an unintentional injury throughout their childhood. Whether the incident is related to a vehicle, water, or bicycle, our mission is to reduce the amount of incidents each year. That is why we are hosting our first annual Safety 5k in Downtown Austin. Booths will have safety stations where families can get snacks and water, and learn about how to increase safety in their everyday lives. Kids can enjoy safety games and trivia along the way.Take a step to preventing unintentional childhood injuries by attending our first annual 5k located in Austin, Texas on Saturday, December 16, 2017. Registration forms can be found online at safety5k. ” Intended Results:Throughout this campaign project, Deep in the Heart has provided templates, examples and valuable information for Safe Kids Austin to consider and implement. The overarching goal was to develop ways to increase awareness. Through the use of social media techniques, fliers and an established event, Safe Kids Austin can increase awareness about opportunities for families and the community. The provided binder contains various examples of fliers, a T-shirt design, secondary research and a budget to benefit Safe Kids Austin. ReferencesCopyright by the Injury Free Coalition for Kids. (n.d.). Injury Free Coalition for Kids of Austin. Retrieved October 16, 2017, from Facebook. (n.d.). Retrieved October 16, 2017, from Kids Austin. (n.d.). Retrieved October 13, 2017, from . (2017, October 12). SafeKidsAustin (@SafeKidsAustin). Retrieved October 12, 2017, from YMCA of Austin | Austin, TX. (1970, November 11). Retrieved October 11, 2017, from ................
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