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Team iTip

Philip Bogenberger, Cortney McCoy, Ivy Hu, Danielle Steel, JayEll Vaughn, Laniece Williams Strategic PR Campaign Spring 2010
by

JayEll Vaughn

on 22 March 2012

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Transcript of Team iTip

Five Females & Phil
Strategic PR Agency
(c) April 2010 Source: bloom's taxonomy and the digital world To increase usage of the TipSoft software through increased awareness and community partnerships Strategy #3 Strategy #1 Strategy #2 Strategy #4 Who are we trying to reach? Key Messages Objectives Primary Research Focus Areas Communication Style Behaviors of Youth The "What if" Budget REsearch & Strategic Insight What do we know now? iTip Crime Stoppers Objective 1: Increase awareness of the Crime Stoppers brand by 75% over the next 12 months.

Objective 2: Increase awareness of TipSoft by 25% over the next 12 months.

Objective 3: Increase usage of TipSoft by 15% over the next 12 months. GOAL MRCS uses TipSoft technology that allows a tipster to remain anonymous.
MRCS offers cash rewards up to $1,000 for tips that lead to arrests.
MRCS is a non-profit organization committed to making communities safer.
Texting information, photos and videos about crimes to C-R-I-M-E-S can make your community safer. Launch Internal Campaign:
WE KNOW WHO WE ARE Logic: Educate internal audience about the brand and promote the social media efforts
Invested interest in Crime Stoppers and TipSoft
Ensure that the internal audience are well informed
and are aware of all changes Key Message 1: Metro Richmond Crime Stoppers uses TipSoft technology that allows a tipster to remain anonymous.

Key Message 3: Metro Richmond Crime Stoppers is a non-profit organization committed to making communities safer.

Objective 1: Increase awareness of the Crime Stoppers brand by 75% over the next 12 months. TIMELINE OF PRESENTATION Strategy 1 TActics Prepare an interactive webinar for training employees
Invite law enforcement and affiliated agencies to webinar
Email explanatory letter and link to webinar Launch new advertising campaign spotlighting local celebrities to re-identify the Crime Stoppers brand Once upon a time... September 8, 1976 in Albuquerque, NM
Community outreach initiative to assist law enforcement with unsolved crimes
Speak out, speak up, and speak often
Make contributions while maintaining anonymity and no testifying
MRCS created out of concerns from neighborhood retailers
Tips can be submitted in 3 ways (phone, text, & online)
26 years of continued success Introduction
Meet the Team
What do we know now?
History & Background
Research & Strategic Insight
PRimary & Secondary research
Situational Analysis
What do we need to do now?
Campaign Slogan & Theme
Campaign Goal
Target Audiences
Objectives
Key Messages
How are we going to get there?
Strategies & Tactics
Implementation & Timeline
Budget
Measurement & Evaluation
Conclusion Secondary Research focus areas
Demographic Analysis
Perceptions of "snitching"
youth communication styles Living in a digital age
Mobile mobility is the leading access method for sending and receiving information.
Text messaging is simple and has the security of knowing you are not being overheard.
Oddly enough, youth's reliance on text messaging links back to secrecy. Perceptions of "Snitching" Matter of interpretation
Link between snitching and initiative
Problem communicating to residents that reporting a crime is not being a snitch, it is a RESPONSIBILITY. Demographic perception of police service and the impact of diversity on attitudes of law enforcement African Americans consistently rated the police lower than Caucasians.
Highly educated African Americans are more likely to believe that law enforcement officers treat individuals differently based on race.
Men are more satisfied with treatment by law enforcement than women. Married women who are considered to be high-income report higher perceptions of law enforcement than do single women.
African Americans considered to be middle aged (35-49 yo) retained a more positive attitude toward law enforcement than African Americans younger (13-34 yo) or older (50 yo and above).
A strong demographic voice in any community will help to engage law enforcement and create more powerful relationships. Strengths & Opportunities Conclusion
Thank you! How are we going to get there? Primary Research: College & Young Adults Survey A Strategic PR Plan for Metro Richmond Crime Stoppers Logic: Advertising campaign for MRCS that identifies the brand, not with the Richmond Police Department
Association with the Richmond community
Use celebrities from the Richmond area and local public figures to act as spokespeople so the brand is linked more with the community Key Message 1: Metro Richmond Crime Stoppers uses TipSoft technology that allows a tipster to remain anonymous.

Key Message 2: Metro Richmond Crime Stoppers offers cash rewards up to $1,000 for tips that lead to arrests.

Key Message 3: Metro Richmond Crime Stoppers is a non-profit organization committed to making communities safer.

Key Message 4: Texting information, photos and videos about crimes to C-R-I-M-E-S can make your community safer. Objective 1: Increase awareness of the Crime Stoppers brand by 75% over the next 12 months.

Objective 2: Increase awareness of TipSoft by 25% over the next 12 months.

Objective 3: Increase usage of TipSoft by 15% over the next 12 months. Strategy 2 Tactics Design and develop advertising materials with new endorsement
Use traditional media channels to promote TipSoft
Incorporate advertising placement
Local high school and college newspaper/magazines advertising
Press releases about Tipsoft via social media Phase 1 Phase 2 phase 3 phase 4 Logic: In addition to employees and existing partners acting as brand ambassadors, students and volunteers can help spread awareness and contribute to a crime-free community. Utilize high school, college, and community volunteers to form iTip Team Key Message 1: Metro Richmond Crime Stoppers uses TipSoft technology that allows a tipster to remain anonymous.

Key Message 2: Metro Richmond Crime Stoppers offers cash rewards up to $1,000 for tips that lead to arrests.

Key Message 3: Metro Richmond Crime Stoppers is a non-profit organization committed to making communities safer.

Key Message 4: Texting information, photos and videos about crimes to C-R-I-M-E-S can make your community safer. Objective 1: Increase awareness of the Crime Stoppers brand by 75% over the next 12 months.

Objective 2: Increase awareness of TipSoft by 25% over the next 12 months.

Objective 3: Increase usage of TipSoft by 15% over the next 12 months. Strategy 3 Tactics Establish a greater online presence through social media optimization and web optimization Logic: To effectively reach the target audiences through social media platforms including Facebook, Twitter, and YouTube.
We are living in a digital age and mobility is key.
By optimizing the social media and web presence, the site will be user-friendly, transparent, and vital to the sustainability of the organization and the TipSoft program. Key Message 1: Metro Richmond Crime Stoppers uses TipSoft technology that allows a tipster to remain anonymous.

Key Message 2: Metro Richmond Crime Stoppers offers cash rewards up to $1,000 for tips that lead to arrests.

Key Message 3: Metro Richmond Crime Stoppers is a non-profit organization committed to making communities safer.

Key Message 4: Texting information, photos and videos about crimes to C-R-I-M-E-S can make your community safer. Objective 1: Increase awareness of the Crime Stoppers brand by 75% over the next 12 months.

Objective 2: Increase awareness of TipSoft by 25% over the next 12 months.

Objective 3: Increase usage of TipSoft by 15% over the next 12 months. Strategy 4 Tactics iTip application for iphones & Blackberry's
App can be downloaded for free on MRCS website, Facebook, Twitter, & on partner's websites/social media pages
YouTube channel to host videos from contest of high school students about with TipSoft is important
Twitter account only used for iTip (@itipmrcs)
Update MRCS website to include information about TipSoft and to integrate the social media platforms Individual's attidudes towards reporting crimes
Individual's attitudes towards law enforcement
Individual's awareness of Metro Richmond Crime Stoppers and TipSoft RESEARCH TARGETED TO:
High School Students
College Students and Young Adults
RESEARCH METHODS FOR HIGH SCHOOL STUDENTS
1278 surveys taken
Surveys (paper and digital)
Focus Groups
Man-on-the-street interviews KEY FINDINGS FROM HIGH SCHOOL SURVEY:
Texting is the primary means by which students prefer to communicate
Students acknowledged that they would tell a police officer or other authority if they witnessed a crime
Overall, students have a positive perception of law enforcement
MRCS television commercials are highly memorable to students
Students affiliate other crime fighting characters with MRCS (especially McGruff the Crime Dog) KEY FINDINGS FROM HIGH SCHOOL FOCUS GROUPS:
Students identify strongly with incentives
Students are more apt to listen to the message if it is partnered with a catchy slogan or visual
(example: McGruff the Crime Dog Take a bite out of crime!)
Students are more likely to listen to the message if it is coming from one another through face-to-face communication.
Students from more affluent families are more trusting of law enforcement.
Students are more likely to report a crime if it directly affects them or someone they know.
Students that had previous negative experiences with law enforcement harbored resentment and negative perceptions. RESEARCH METHODS FOR COLLEGE STUDENTS & YOUNG ADULTS:
- 99 surveys taken
- Surveys (sent out via social media platforms & email)
- Man-on-the-street interviews KEY FINDINGS FROM COLLEGE AND YOUNG ADULT SURVEY:
Primary means by which to communicate is texting, followed by talking on the phone
Perception of law enforcement is more positive than negative
Respondents were more likely to report a violent crime or robbery, but do nothing for drug violators
Television commercials and 780-1000 were reported as the two most recognizable identifiers of MRCS, with McGruff the Crime Dog shortly behind
Knowledge of incentive increases the likelihood that respondents would submit tips, but not as much as contributing to a crime free community
Nearly all of respondents have never heard of TipSoft technology Measurement & Evaluation Establish current baseline figures to determine what benchmarks need to be reached during the next 12 months. Objective 1: Increase awareness of the Crime Stoppers brand by 75% over the next 12 months.
Webinar training: When the assessment is conducted a year later, how much did the awareness increase among the internal audience?

Surveys: Digital and paper surveys need to be completed by high school students and college-age individuals. By what percentage did the number of students who correctly answered questions about Crime Stoppers increase?

Website hits: By how much did the amount of website hits increase? Objective 2: Increase awareness of TipSoft by 25% over the next 12 months.
Webinar training: When the assessment is conducted a year later, how much did the awareness increase among the internal audience?

Surveys: By what percentage did the number of students who correctly answered questions about Crime Stoppers increase?

Media content analysis: Did the number of news stories that mentions TipSoft increase among Richmond-area media outlets increase by 25%? Objective 3: Increase usage of TipSoft by 15% over the next 12 months.
Text messages: Did the number of text message tips increase by 15%?

Monetary rewards: Did the amount of monetary rewards given to tipsters who texted messages increase by 15%?

Convictions: Did the number of convictions based on tips from text messages increase by 15%? Reach out to area high schools and colleges to partner with students for annual research
Utilizing volunteers to promote brand campaign
iTip team will serve as representatives of MCRS at various programs and events of they plan as well as that of their strategic partners.
iTip team will wear branded t-shirts and pass out literature and giveaways that will promote Richmond Crimes Stoppers and the TipSoft initiative. Strategic partnerships with volunteer-oriented nonprofit organizations focused on crime-free environments (e.g., neighborhood watch programs, DARE programs, neighborhood civic leagues, and the National Crime Prevention Council)
National Night out
High School Orientations
College Orientations
Have iTip team have a table during Welcome week activities.
Create organizations at the high school and college levels that allow students to join the iTip team-based on similar organizations like SADD Strategy 3 Tactics http://www.twitter.com/itipMRCS Some line items can be cushioned by sponsoring partners.
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