YWCA a Week Without Violence

 

 

 

A Week Without Violence

 

Chelsea Ross

 

Table of Contents

 

Executive Summary……………………………………….3

 

Company History……………………………………………4

 

Media Objectives……………………………………………5

 

Competitive Analysis………………………………………6

 

Target Audience……………………………………………..8

 

Media Selections…………………………………………….9

 

The Plan……………………………………………………….13

 

Budget………………………………………………………….19

 

Evaluation…………………………………………………….21

 

Alternative Recommendations………………………22

 

Closing Statement…………………………………………23

 

 

 

 

 

 

Executive Summary

 

The overall goal of this media plan is to increase the total number of members at the YWCA. Every year the Young Women’s Christian Association has events that reach out to our targeted audience and inform/educate women on an important matter. This year the YWCA is putting on an event called “A Week Without Violence” where we will have a workshop held each day during the last week of February. These workshops will be different each day, learning about domestic violence, Human Trafficking, bullying, etc.

 

 

Our primary target markets are our current existing members. The media plan approach we have decided to take is designed to secure the most members we have had here at the YWCA. Our secondary target audience is everyone in relation to our current members such as friends, family, significant others, co-workers, etc.

 

 

Our Media Plan is set to launch after the first of he year. We would like to start now on educating all women what likely events will be occurring during the upcoming months. Our media plan will conclude at the end of March followed by a survey to evaluate the success of the workshop for upcoming annual events.

 

 

 

 

 

 

 

 

 

 

 

History

 

 

The Young Women Christian Association (YWCA) was the daughter of the industrial revolution, which, from the middle of the nineteenth century started the movement of women and girls out of the home and rural areas and into factories throughout the Western world. This was also a time of religious revival which inspired Christian women in several countries to begin meeting the needs of such women for housing, education and support by starting the first YWCAs.

 

The World YWCA was founded through the convergence of a social activist Lady Mary Jane Kinnaird and the committed Christian Emma Robarts. Mary Jane Kinnaird, born in 1816, was a philanthropist committed to young women’s well being. Kinnaird was concerned about the safety of young women who moved to London city, often alone, to work or serve in the Crimean war. She raised funds and in 1855 set up housing for young single women in London. Equipped with a library, Bible classes and employment bureau, the housing provided a ‘warm Christian atmosphere’. Kinnaird and her associates hoped to help young women cope with the pressures of work and believed it was important to care for the souls of young women along with their physical and mental health.

 

The first world conference of the YWCA was held in 1898 in London, with 326 participants from seventeen countries from around the world. It was a pivotal point in the founding of the World YWCA, cementing the principles of unity based on service and faith on a global scale.

 

 

 

 

 

 

 

Media Objectives

 

  • Create awareness with all existing YWCA members, friends and family of current members, and possible new members of Domestic Violence and Human Trafficking.

 

  • After the workshop, strengthen our relationship with our current members and encourage new members from our surrounding communities.

 

  • Encourage our primary audience to attend the workshop and our secondary audience to become more engaged in what the YWCA is and what it has to offer

 

 

 

 

Media Strategies:

  • Newspaper
  • Social media
  • Radio
  • Television

 

 

 

 

 

Competitive Analysis

 

Our biggest competitors are the local church groups and other local non-profit organizations especially targeted at women. Really any non-profit organizations can be our competitors. Some of our current competitors are The United Way, and Human Rights Watch.

 

United Way:

“To harness, leverage and strategically invest the collective power of donors, advocates and volunteers, to drive measurable results that improve the lives of people in our region”.

 

The United Way is a direct competitor of ours. It is a much bigger organization and it partnered up with some of the most well known profit organizations. A lot of their work is focused on education, financial stability, and health.

 

 

 

 

 

 

 

 

 

 

 

 

Human Rights Watch:

 

Human Rights Watch began in 1978 with the creation of Helsinki Watch. This organization is solely focused on the rights one has as a human and defends those rights. Human rights are abused everywhere all around the world and the Human Rights Watch is there to make change on that.

 

“Human Rights Watch defends the rights of people worldwide. We scrupulously investigate abuses, expose the facts widely, and pressure those with power to respect rights and secure justice. Human Rights Watch is an independent, international organization that works as part of a vibrant movement to uphold human dignity and advance the cause of human rights for all”.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Target Audience

 

Ideally our target audience is the entire US population but unfortunately that cost a lot of money so therefor we narrow our target audience and the entire US population is our secondary audience. Our primary audience is young women. We reach out to young energetic women eager to learn and grow to become the next leaders of the YWCA.

 

We plan to reach this audience through these media outlets:

  • Social Media
  • Radio
  • Television
  • Newspaper

The goal in using these media outlets is to reach out to these young women in the best way possible. We will reach them in this order of media because we feel like it is in order of the most effective ways to do so.

 

Our secondary audience is the families of these women, husbands, kids, and friends, including the entire Cedar Valley community.

 

 

 

Media Selections

 

Social Media:

 

Social media is a very big one for us because of the possibilities we have with it. Nowadays social media is so big in the younger generations especially with women. Our goal here is to attack every social media we possibly can. This is also one of our cheaper approaches, which also benefits us tremendously.

 

Because of its wide reach of possibilities to provide a variety of content, our social media approach reaches majority of or primary audience and a lot of our secondary as well.

 

The YWCA will have a twitter, Facebook, Instagram, and Snapchat that will reach our targeted audience. We would like to take a little bit of a different approach with each social media and utilize each of those social medias for what they are best at.

 

 

 

 

 

 

Media Selections

 

Radio:

 

Radio reaches our audience in several ways. Their daily drive to work or school everyday, and a big one with young women is during their exercise at home or at a gym.

 

Our target audience listens to the following radio stations that we will utilize for our media campaign:

  • KKHQ 92.3 FM, Oelwein, Top-40
  • KULT 94.5 FM, Cedar Falls, College (UNI)
  • KOEL 98.5 FM, Cedar Falls, Country
  • KZIA 102.9 FM, Cedar Rapids, Top-40

 

 

 

 

 

 

 

 

 

 

 

Media Selections

 

Television:

 

This is a source we plan to use for our audience that doesn’t get reached through the previous two. Through television it will reach our audience by informing them with pictures and videos as well as vocally.

 

We plan to target local television that will broadcast news in the Cedar Valley area. We plan to use KWWL, and KGAN.

 

 

 

 

 

 

 

Media Selections

 

Newspaper:

 

Through this outlet we plan to target our audience by ads in the local papers informing the audience about the Week Without Violence workshop. With this we will provide the YWCA information (location, contact information, as well as a glimpse of our mission statement). The newspaper outlets we will use will be the Waterloo Cedar Falls – Courier, and the Northern Iowan. The Northern Iowan is one we believe will really target the younger women 18-23 in college.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The Plan

 

The Beginning:

 

The YWCA like many other non-profits struggles with the funds and resources to promote and encourage our surrounding communities to attend our special events. It’s not because it isn’t something people would want to attend but because we struggle with efficient ways to promote the events.

 

Therefore, we will be taking several different media plan approaches. We will be promoting our event through social media, radio, television, and print.

 

We will first start with promoting the event to our current members of the YWCA and the people that follow us on our social media pages. We will reach these people through social media by tweeting the upcoming event as well as the information, posting on our Facebook the upcoming event and the link that will take you to our website that will explain it in more depth. We will post Instagram pictures of “sneak peaks”. And we will post Snapchats of existing members talking about their previous experiences of our workshops and the excitement for the upcoming event. Snapchat will be a source we use for a more “behind the scenes” approach.

 

 

Social Media                                                              
twitter                                                              
Facebook                                                              
Instagram                                                              
Snapchat                                                              
Radio                                                              
KKHQ                                                              
KULT                                                              
KOEL                                                              
KZIA                                                              
Television                                                              
KWWL                                                              
KGAN                                                              
Newspaper                                                              
Waterloo CF Courier                                                              
Northern Iowan                                                              

December 2015

 

 

 

 

 

 

 

The Plan Continued

 

Middle Months:

 

During January we would have already reached majority of our target audience through social media. Our goal here is to start to push the event a little more since the event will be taking place at the end of February. At this time is when we will start to give some more information about the event and what all is going to take place so people can start to mark their calenders.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Plan January 2016

Social Media                                                              
twitter                                                              
Facebook                                                              
Instagram                                                              
Snapchat                                                              
Radio                                                              
KKHQ                                                              
KULT                                                              
KOEL                                                              
KZIA                                                              
Television                                                              
KWWL                                                              
KGAN                                                              
Newspaper                                                              
Waterloo CF Courier                                                              
Northern Iowan                                                              

 

 

 

 

 

 

 

The Plan Continued

 

The Month of A Week Against Violence:

 

This is the month that we will do the most promoting for the event. The point of this is to remind those people that found out about it back in December and may have put it off. The goal is to promote it as best as we can to our primary and secondary audiences.

 

Once as our Week Without Violence Workshop has taken place we will highly recommend a short online survey provided to their emails asking for opinions from our audiences and seeking their advice for future events the YWCA puts on.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Plan Feb. 2016

Social Media                                                          
twitter                                                          
Facebook                                                          
Instagram                                                          
Snapchat                                                          
Radio                                                          
KKHQ                                                          
KULT                                                          
KOEL                                                          
KZIA                                                          
Television                                                          
KWWL                                                          
KGAN                                                          
Newspaper                                                          
Waterloo CF Courier                                                          
Northern Iowan                                                          

 

 

 

 

 

 

 

Budget

 

The YWCA expects this event to be a successful one. Our plan is to reach over 150,000 people to the YWCA “A Week Without Violence”.

 

For this event we have the sufficient funds although we have struggled in the past. We believe the right planning and smart budgeting will help tremendously with the outcome of this event.

 

That being said, our revenue will come from two big sources for this event, sponsorships and the actual ticket sales that go along with the event.

 

Some of the previous sponsors of the YWCA include Honda, Wells Fargo, and some local families.

 

 

Budget Continued

 

Sponsorship Revenues:

  • Hy-Vee
    • 5 sponsors
      • Sponsor Amount: $250
        • Sponsor Total: $1,250
      • Deery Motors
        • 4 sponsors
          • Sponsor Amount: $1,000
            • Sponsor Total: $4,000

 

Ticket Revenue:

  • Student Tickets: $15
    • Number of Tickets Sold: 250
      • Total Ticket Revenue: $3,750
    • Adult Ticket: $50
      • Number of Tickets Sold: 1,000
        • Total Ticket Revenue: $50,000
      • 5-Day Ticket Pass: $150
        • Number of Tickets Sold: 2,500
          • Total Ticket Revenue: $375,000

Sponsor Total: $434,000

 

Expense Projection:

  • Speaker Services: $1,500/day
    • 5 Days: $7,500
  • Venue: $5,000/day
    • 5 Days: $25,000
  • Advertising:
    • Television: $50,000
    • Radio: $35,000
    • Print: $15,000
    • Miscellaneous: $20,000

Expense Total: $152,500

Revenues – Expenses: $282,000

 

Evaluation

 

It is crucial to evaluate our media efforts after all that went into the media plan. By having them fill out and submit surveys in regards to “A Week Without Violence” it allows us to get the feedback we need for future events. Through this we hope to learn the strengths and weaknesses of our plan.

 

After the event we will send then a short survey to their emails that will allow them to evaluate the workshop. We are hoping with our target audience being the young female will be good about returning the surveys since they will be sent as emails. We are hoping for about a 30% return rate.

 

Out of the surveys returned we hope to hear positive things about our event. The surveys received that may be seen as negative we will use the information to help us improve in the future on our media plans and events.

 

We will also evaluate who attended and go over the primary and secondary audiences and see if anything needs to be changed there.

 

Donations are another crucial part of the evaluation. The new and previous donations will be looked over and compared to the attendees of previous events and now present.

Once all of the evaluations have been received and studied by the YWCA we will be sure to make strides in our next events with this essential information.

 

 

 

Alternative Recommendations

 

 

Future Recommendations:

 

The YWCA took away several things from this particular event. We learned what went well and what needed to improve. A few future recommendations that we picked up on were to have less media outlets. We could strategically cut a few media outlets just because they weren’t completely utilized which ultimately would have saved us some money.

 

We also know we could have gone beyond the Cedar Valley area and targeted further out than that.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Closing Statement

 

As a part of the YWCA, we have a history of success with special events. “A Week Without Violence” will be the largest workshop this organization has put on.

 

The even is scheduled for the Last week of February, the 22nd through the 26th. Current members, young women, and people all over the Cedar Valley will be informed through a variety of media outlets beginning in December 2015 until February 2016. We will utilize these mediums to the best of our ability with our given budget to get the best outcome.

 

There are many competitors that we have as we have faced before but with the extensive understanding of our audience and our competitors, we believe this Media Plan for the YWCA is a success.

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