Capital City Communications

Campaign Book
d dy

Pr o
g

35

Bi g

Bu

ra

for

strategY director Sam Accardo

design director Brittany Babineaux
writing director Cyone Batiste
Account Liasion Katherine Kamphuis
event planner Julie Rapp
StrategY Director Lauren Smith
Research Director Erica wilkins

Capital

CITY

communications

table of contents
Executive Summary..................................................................3
Introduction.....................................................................................4
Research.....................................................................................................6
Key Publics............................................................................................13
GOST..................................................................................................................18
Implementation................................................................................21
Evaluation..................................................................................................30
Appendices...............................................................................................35

Executive Summary
Welcome to the Capital City Communications Campaign Book. I am thankful for the experiences Ive
gained working with a diversely skilled group of up and coming public relations professionals. We are
proud of the work we have done for Big Buddy and the Legacy Campaign. Please peruse our campaign
book to see what weve accomplished.
director, Gaylynne Mack and the public informations director, Laurie Hardison, I was impressed
by Big Buddys vast accomplishments achieved over the last 35 years. After researching our clients
needs, we were able to assess how to be continue the upward momentum and measurement of public
opinion.
Our main goal for the Legacy Campaign was to reconnect Legacies with Big Buddy, by getting them
actively involved with the program once again through volunteering, mentoring or donation of time or
money. With this goal in mind, we immediately began planning a fundraising event that took place on
April 5 at 4 p.m. at Circle Bowl. We also began mapping out a social media plan for Big Buddy to use
to raise awareness and promote the cause. Surveys were also distributed to former Big Buddy members to measure awareness of the campaign.
Although we did not reach our fundraising goal for the event, we view the event as a success because
we saw an increased involvement from legacies. The Big Buddy program will continue this campaign
in the fall, with the hope of reaching more legacies.
and passionately as a team to create innovative and work for our client.
Sincerely,

Katherine Kamphuis
Katherine Kamphuis
Account Executive

Introduction

introduction
Overview of Client
enriching after school activities for children. The program offers tutoring, mentoring, extended
learning and workforce development for children from kindergarten to high school. The Legacy
involved in the program. The goal is to reach out to those publics, to encourage them to re-engage
with the program and to continue leaving a legacy within the community.

History
The Big Buddy Program began in 1979 as a psychology project at Louisiana State University (LSU).
The class that started the project created the idea of students being paired with children within the
Buddy Program has also expanded beyond mentoring. The program now offers character development
and leadership courses; afterschool programs for kindergarten through high school students;
workforce development workshops; and many other opportunities to become successful.

Mission
The mission of the Big Buddy Program is to provide Baton Rouge youth access to positive role models
who will encourage them to make good choices, which will result in a rewarding life. Big Buddy also
aims to provide students with positive learning environments, that will enrich their lives and ensure
them of a brighter future. With the launch of the Legacy Campaign, the goal is to remind past and
present participants of the impact Big Buddy has had on their lives. The ultimate goal of the campaign
is to raise enough monetary funds to purchase a new vehicle for the program (Big Buddy Program, 2014).

Finances
The Big Buddy Program receives the majority of its funding through grants from the State of
Louisiana. At Big Buddy, staff members write matching grants, which allow companies to sponsor or
agree to match the amount fundraised by the program. The program is also funded through
corporate sponsorships. Last, the program is funded through the support of the government, annual
giving, donations and private fundraising. In 2013, the Big Buddy Program received 51 percent of
funding from the government in the form of grants and 19 percent of their funds from private
fundraising (Big Buddy Program, 2014).

Culture of Organization
The culture of the Big Buddy Program is to create strong role models that provide a positive learning
environment. The Big Buddy Program aims to get 100 volunteer matches per year, to create memorable
money, produce active after-school programs and build mentoring foundations for years to come.

The Big Buddy Program aims to impart in their students strong educational and technical skills, which
the program represents. The public, mainly parents of Big Buddy participants and leaders in the
community, such as principals and teachers at the school that the participants attend, appreciate the
impact the program has had on youth in the community. The program aims to combat the issues each
member faces such as crime, education and poverty (Big Buddy Program, 2014).

Research

organization research
Swot Analysis

Situation Research
Issues
The Legacy Campaign is a new campaign for the Big Buddy Program, so there are a few issues that
could potentially cause a problem during the course of the year. Reaching out to legacies and
giving them the opportunity to donate their time or money is the initial focus of the campaign. With
group of people, there is a possibility that legacies do not respond to the campaign. There is also a
possibility that the program may spend too much time focusing on the legacies and not enough time
on other campaigns, events and programs that they offer.

Crisis
In order to overcome the potential issue of legacies not responding to the campaign, Big Buddy can
also invite legacies to other events, to show them that they mean alot to the program. Having too
many staff members and volunteers spend most of their time working on the Legacy Campaign will
cause an issue because it will draw from other things that Big Buddy is planning or executing. To
overcome this, Big Buddy can ask the legacies to help out with the other campaigns, events and
programs, which will allow them to once again become active members.

Risk
responses. They can also send out surveys asking the legacies what the program could improve on
the program can reduce the risk of encountering potential issues.

publics research
Limiters
mentoring and tutoring programs, such as the YMCA, Big Brothers Big Sisters Program and the Boys

willingness to give out grants. Red tape involving outdated restrictions for youth development
past three years and is expected to stay stagnant (Big Buddy Program, 2014).

Customers
Big Buddy provides a service to underprivileged youth in the Baton Rouge community. Its primary
customers consist of parents of Big Buddy Program participants. The secondary customers are
youth in the various after-school and mentoring programs. Many members of the program have
graduated and moved on to achieve their goals or have become program volunteers. The Big Buddy
Program is currently developing more opportunities for high school participants to be a part of the
program. The program is also adding in more career training opportunities for these participants.

Producers
company, Downtown Duplicating, provides the Big Buddy Program with free printed materials,
from local businesses and small donations. The Big Buddy Program had a grant end three years
ago, which caused a serious decline in staff. This also affected the number of volunteers. Big Buddy
hopes to increase the number of staff memberss, as well as volunteers in the upcoming three years.

Enablers
Mayor Kip Holden is a strong supporter of Big Buddy and acts as an opinion leader for the
program. He is very likely to continue to speak on the programs position. Other opinion leaders of
the program consist of William Nunnery and Travis Dabney. They are two former mentors that now
program and speak for the programs position. Gaylynne Mack is also a vocal activist for the
program. She is the executive director and face of Big Buddy. Mack regularly appears on the news
or speaks on the radio about upcoming events and updates the public on Big Buddy (Big Buddy Program, 2014).

Key Publics
Latent
The Big Buddy Program needs legacies to return as mentors to little buddies, to donate funds and
to invest time to help the program grow. Although these legacies are aware of the program, they
are latent, in the sense that they are no longer active in the program. Another latent public for this
campaign consists of potential sponsors and donors. Many potential sponsors are not aware of the
lack of funding or the importance of supporting the Big Buddy Program.

Aware
Most Legacies are aware of the program and its needs because they have been a part of the
program in the past. Legacies are former big buddies, little buddies, mentors and staff. The
Legacy Campaign aims to bring these legacies back to the program in the form of volunteers,
donors and mentors. Our goals are to make the legacies not only aware but also active members of
the program.

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Primary Research
Method
Capital City Communications chose to collect its data through the use of a survey because it is a good
method of collecting thoughts, opinions and feelings. We used the free online survey service
results without having to manually score each result. Legacies that did not have Internet access were
passed out comment cards during our Bowling with Big Buddy event on April 5. We asked the
participants what their thoughts were on Big Buddy, volunteering and the event itself. After the
event, we resent the surveys out to see if the participants perception of Big Buddy had changed after
the event (Harley, 2014).

Rationale
We sent out the survey before the event to get a better understanding of the legacies and their
Comment cards were given to the legacies asking them what they thought about the program after
the event to see if their opinion of the program and willingness to donate or volunteer had changed
after attending the event.

Questions Asked
The survey asked participants questions about their thoughts and opinions on the Big Buddy
Program and how willing they were to reconnect with the program, either through volunteering
or donating. It also asked how involved they currently are with the program. The survey asked
questions such as; How often do you attend Big Buddy events? and How often do you volunteer
for the Big Buddy Program? The survey also gathered information based on a scale ranging from
answer choices of strongly agree to strongly disagree. I believe it is important to volunteer for the
Big Buddy Program is an example of one of the questions we had with the likert scale for answer
choices. At the end of the survey there was a demographics section asking questions about
ethnicity, education level and yearly family income, to determine the programs audience.

Results
Out of the 100 former Big Buddy participants we contacted 26 percent of them responded to the
survey, which exceeded our goal of reaching 25 percent. We found that 41 percent of participants
are willing to donate to the Big Buddy Program. The results also showed that 34 percent of the
participants are willing to participate in the Legacy Campaign. Although Capital City
Communications is done working with the program for the semester, Big Buddy will be able to
continue evaluating the survey results based on how many volunteers and donations they receive
from the Legacy Campaign, as well as how many legacies reconnect with the program.

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Media Research
MediaList
In the past, the Big Buddy Program has had quality coverage with all Baton Rouge media
outlets, which includes television, radio and print. Below is the list of main media contacts that the
Big Buddy Program provides information to, in order to receive media coverage.
First Name
Chelsea
Margie
Eddie
Michael
J'Michael

Last Name
Brasted
Maybe
Ponds
Wilson
Francois

Debbie
Judy
Madeline
Johnny

Shelley
Bergeron
Lamb
Ahysen

Amy

Jeffries

Teiko

Foxx

Shauna
Fun

Sanford
Section

Darren
Rolfe

Gauthier
McCollister

LaTangela

Sherman

Jackie

Bartkiewicz

Company
NOLA.com/The Times Picayune
Louisiana Radio Network
The Drum
The Advocate
Cumulus Media, Inc.
Baton Rouge Metro Council
The Catholic Commentator
The Advocate
People Editor
WAFB-TV
COX 4: Across Louisiana
Central City News
Capital City News
Desination Mid-City
WRKF 89.3 FM
Women In Media
Cumulus Media
Southern Digest
Lion's Roar - SLU
LPB - Louisiana The State We're In
The Advocate
WBRZ-TV Calendar
Guaranty Broadcasting
Baton Rouge Business Report
Plaquemine Post South
WVLA NBC 33
Metro 21 Calendar
Mayor's Office
Baton Rouge Parents Magazine
Livingston Parish News
Cumulus Media
K-LOVE Radio
KBRH/WBRH
LSU Alumni Association

E-mail Address
cbrasted@nola.com
news@louisianaradionetwork.com
news@thedrumnewspaper.info
mwilson@theadvocate.com
jmichael.wxok@cumulus.com
metrocouncil@brgov.com
dshelley@diobr.org
jbergeron@theadvocate.com
mlamb@theadvocate.com
jahysen@wafb.com
acrosslouisiana@cox.com
centralcitynews@hotmail.com
capitalcitynews@hotmail.com
anna@midcityredevelopment.org
amy@wrkf.org
info@womeninmediabr.com
teiko.foxx@cumulus.com
editor@southerndigest.com
lionsroar@selu.edu
ssanford@lpb.org
fun@theadvocate.com
Calendar@WBRZ.com
darren.gauthier@gbcradio.com
rmccollister@businessreport.com
psnews@eatel.net
news@nbc33tv.com
brinfo@brgov.com
mayor@ci.baton-rouge.la.us
brpm@brparents.com
editor@livingstonparishnews.com
latangelas@aol.com
jlawrence@klove.com
gkenyon@ebrschools.org
jackie@lsualumni.org

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Key Publics

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description of key public(s)

Issues
One issue Big Buddy has is funding. Volunteers and donors know that funding can make or break
the program, and they think that it is important to do what they can to help. Our key public wishes
other volunteers and donors stop giving their time and money, because it will harm the program.
speak to the right people, they may be able to get others not currently involved in the program to
donate their time and/or money. The some of the current volunteers do not have as much time as
they used to have to spend on the program, and the donors are splitting their money between Big
grants and staying connected with the legacies to have as many volunteers as possible. The volunteers and donors sees themselves as completely free to act on this issue, and they know that they are
responsible for the growth of the program (Big Buddy Program, 2014).
Another issue that Big Buddy has is that they do not have a many mentors as they wish to have.
The key publics know that having mentors for the little buddies is the reason for the program, and
they think that it is important to have a strong mentor/little buddy relationship. They want to try
to get others to mentor a little buddy, they do not want to get potential mentors that would not be
a good match for little buddies. The key public needs to get together and compile a list of people
that they believe would be good mentors and convince those people to mentor a child. A problem
mentor a little buddy. They expect that there are people out there that would love the opportunity
to act on this issue, and they know that mentors are responsible for the growth of the little buddies.

Organization
The key publics, volunteers and donors, are responsible for the growth of the program and the little
buddies. The program affects the key public because the program giving underprivileged children an
opportunity that they may not have gotten elsewhere. They know that the program would fail without
them donating their time or money. They also know that the program is looking out for the wellbeing of children, and they think that the program will continue to grow if people keep donating their
toward the program. They make solid2 efforts to make the program better. The key public expects
that the program will continue to mentor the little buddies and actively search for funding and mentors on their own and not completely rely on outside help. The key public is loyal to Big Buddy, but

they need, but the program knows that it relies on volunteers and donors to survive (Kitt,2014).

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Perception
Big Buddy has a strong reputation in the eyes of the public, but some still do not know who they
are or what they do. When the public thinks of the service that they provide for children, they
immediately think of the Boys and Girls Club and Big Brothers Big Sisters Program because they
are more popular and have national headquarters. The service that Big Buddy provides is widely
used by their competitors. The aware public thinks Big Buddy is an effective program for
mentoring children and they are correct for thinking so. The aware public also supports the Big
Buddy Program by attending events and donating their time and money. To reach those who
are unaware, the media frequently invites Big Buddy to appear on air, to advertise and increase
awareness of the program. Big Buddys reputation has not changed over the last three years and
awareness (Big Buddy Program, 2014).

Opinion
The public has a positive opinion of the Big Buddy Program due to their long standing
cares for the well being and future of the children of the Baton Rouge community. Big Buddy is a
revenue. They are also aware that Big Buddy provides learning and after-school services to
children on a volunteer basis. Big Buddy hosts several fundraising events throughout the year, in
(Big Buddy Program, 2014).

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Communication
Capital City Communications expressed our two messages with our key publics through
various media channels. Our target audience for the Legacy Campaign was former Big Buddy
participants. In order to communicate with this audience we sent out a survey to a list of
former participants given to us by executive director, Gaylynne Mack. The introduction to
the survey communicated the Legacy Campaigns purpose and the survey asked questions
order to communicate to our target audience for our event, Bowling with Big Buddy, we used
a combination of marketing and public relations channels. We used social media posts on
and we sent fundraising letters to potential sponsors to sponsor the event.

Demographics/Psychographics

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Big Buddy offers its volunteers the opportunity to help a child in need through mentoring.
do not have corporate sponsors funding their program.

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GOST

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gost
Positioning Statement
The desired image of Big Buddy is to reconnect with past participants by showing them how much
the program has grown throughout the past 35 years. We seek to inspire legacies to become
reengaged with the program and stay connected, by becoming active members.

Goal
relationship management goal-To reconnect legacies with the Big Buddy

Program, by getting them actively involved with the program again through volunteering, mentoring
or donating their time or money.
Objective #1: Actiongenerate an opinion about getting involved and participating in the program by 25 percent
from February 1, 2014 until April 30, 2014.
Strategy:
Message- Our main message for legacies was the importance of reconnecting with the
program by participating in events, such as Bowling with Big Buddy. We stressed to this
audience that they should attend this event to see how the program has grown, since
they were involved.
Audience- We formulated each message for each target audience. In this case, we were
trying to appeal to legacies.
Channel- A combination of marketing and public relations were used to reach our
Tactic: In order to carry out the strategy created for the Legacy Campaign, Capital City
Communications executed the following initiatives:
PrintDirect mail
AbstractPlanned Bowling with Big Buddy event
DigitalObjective #2: Awareness-Objective for sponsors and donors to have an effect on awareness
fundraising efforts by 10 percent from February 1, 2014 until April 30,2014.
Strategy:
Message- In order for the Big Buddy Program to be successful and continue growing,
the program must have the funds needed to help make a difference in the lives of un
derprivileged youth of Baton Rouge.
Audience- In order to carry out our awareness objective, we focused our messages
toward potential sponsors and donors.
Channel- A combination of marketing and public relations channels were used to reach

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Tactic: In order to carry out the strategy created for the Legacy Campaign, Capital City
Communications executed the following initiatives:
PrintFundraising Letter

Digital-

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Implementation

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implementation
Strategic Approaches
action:
In order to effectively raise awareness of the growing program and funds for a new van, Capital
City Communications planned an event to reconnect past and present Big Buddy participants.
Bowling with Big Buddy was held on Saturday, April 5, from 4-6 p.m. at Circle Bowl of Baton
participants with Legacies. Bowling with Big Buddy served as a call to action to re-engage their
relationship with the program.

Communications
theme:
With the launch of the Legacy Campaign, Capital City Communications aimed to focus on one
encompassing theme of reconnecting with past members, strengthening their relationship with the
program and creating lifelong, engaged members of the program.

messages:

In order to reach our desired publics, Capital City Communications created different messages that
appealed to each audience. Our messages were tailored to appeal to each public, using different
levels of persuasion; such as ethos, pathos and logos.
Parents of Big Buddy members: Our message to parents appealed to their sense of
logic by stressing the importance of mentors and the role they play within the
members, parents should be actively involved in the campaign because it directly
effects their kids. The need to provide a safe, positive and interactive environment for
Bowling with Big Buddy. The event allowed little buddies to spend the afternoon
bowling with Legacy members and reconnecting with their mentors.
Local Potential Sponsors: Our message to potential sponsors appealed to their sense
of community involvement and their corporate social responsibility. Because Big Buddy
for sponsors is imperative. The message urged local businesses to donate money that
would go directly to the purchase of a new van, which would provide transportation to
current Big Buddy members.
Legacy Members: Our message to Legacy members appealed to their sense of ethos
and their past commitment to the Big Buddy Program. The Legacy Campaign urged
these members to re-establish their relationship with the program and become
actively involved again. The kickoff event gave legacies the chance to rejoin the
program and meet the children behind the program.
Baton Rouge Community: Our message to the Baton Rouge community focused on the
program itself. The Big Buddy Program has been an integral part of the community for
the past 35 years and continues to impact the lives of Baton Rouge youth on a daily basis.
Because the program instills positive values and reinforces the importance of education, the
community should want to actively engage with the children, because they are the future of
the city.

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structure
When creating the look and feel of the Legacy Campaign, our agency
wanted to ensure that all images coincided with the Big Buddy brand.
We focused on various colors, fonts and visuals that complemented
Big Buddys existing image. The Legacy Campaign logo featured colors,
green and grey, which are the two main colors of the Big Buddy logo.
The logo also consisted of the image of the big and little buddy
holding hands, which is a key component in the Big Buddy logo. The
Legacy logo emphasises the longevity of Big Buddy, showing that the
program has been leaving their legacy for the past 35 years.

Our agency also created a logo for the Legacy Campaign event, which
focused on the bowling aspect of Bowling with Big Buddy. The Bowling
with Big Buddy logo included a set of two bowling pins that were
smiling as the logo, in order to mimic the Big Buddy logo, as well as
create brand recognition. The event colors included red, black and
white, which are traditional bowling colors. The fonts used in the logo
included an eye-catching font for the word Bowling, while using the
original Big Buddy font when referencing the program.

spokesperson
Mack not only created the idea of the Legacy Campaign, but also was a pioneer in re-establishing
relationships with legacies. Because Mack has been involved with the program for over 12 years,
she is the perfect person to express the campaigns key messages.

elements
In an attempt to create brand recognition and keep all Legacy
Campaign deliverables consistent with the Big Buddy brand, our
agency used similar images and colors in all collateral. The Legacy
Campaign logo featured green and grey, which are the two main
colors of the Big Buddy brand. The logo also consisted of the same
image in the Big Buddy logo.

content
The content of the Legacy Campagin was focused on one main goal. The goal was to reengage
with former participants of Big Buddy and continue to support the program through raising
funds. The money donated will be used to purchase a new vehicle for transporting current
all costs associated with the vehicle including gas, maintence and insurance. Due to Big
Buddys unique reputation as a mentoring program, the demand for resources is always
growing.
The purpose of the Legacy Campaign is to recruit participants of the Big Buddy Program. The
campaign aims to integrate former buddies, mentors, volunteers and donors with current
buddies, mentors, volunteers and donors. By reaching out to past participants through email,
social media and traditional media, the Legacy Campaign hopes to encourage them to
reconnect with Big Buddy and stay involved with the program.

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nonverbal
Since the Big Buddy Program has been around for 35 years and is well versed in public speaking,
we did not have to train the staff. We were also fortunate because the campaign spokesperson and
the executive director, Gaylynne Mack is very knowledgeable about Big Buddy, so we did not have
to teach her how to communicate the campaigns main messages to the media or the public.

visual
The visual aspects of the Legacy Campaign coincide directly with that of the
Big Buddy Program. All colors used are identical to the ones used in the Big
Buddy logo, on the website and on any collateral created for the program, such
as T-shirts and brochures. The colors used emit different emotions, such as
light grey is closely associated with innocence, while green relates directly with
growth. Both of these colors relate to the overall message of the Big Buddy
Program. Aside from color, the visual images created relate back to the original
big and little buddy holding hands, similar to that of the Big Buddy logo.

channels
Capital City Communications used several channels to showcase and promote the Legacy Campaign
and Bowling with Big Buddy.

Advertising: Since the Big Buddy Program had no available budget for us to use, we were unable
to do any paid advertising for the Legacy Campaign.

Marketing:
Direct Mail- To get an accurate response for our research, our client suggested sending out
the survey we created to the Big Buddy legacies. The Big Buddy Program has a small database of legacies that did not contain many email addresses. This is one of the reasons our
client recommended direct mail. We found that this tactic was not successful and we did not
get the responses we were hoping for.
Brochure- Due to the fact that the Legacy Campaign is new, our client requested an
informational brochure that explained the campaign and its overall mission. This brochure
will be brought to all Big Buddy events to provide information to future legacies that are in
attendance. The brochure information will also be added to the Big Buddy website so the
legacies can access the information and sign up to become volunteers.

Public Relations:
Printed
Big Buddy newsletter- This channel of printed public relations was chosen because
we thought it was a good way to inform little buddy parents of the Bowling with Big
Buddy event. Big Buddy prints this newsletter quarterly, in an attempt to keep the
parents informed on upcoming events. We had Big Buddy print the Bowling with Big

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Press release- Capital City Communications wrote and sent out pre-event and post-event
press releases in order to educate the Baton Rouge community on the Bowling with Big
list. Our target audience for this channel was to reach out to key publics who are not active
on social

Social
Facebook- To promote the Bowling with Big Buddy event, we created a Facebook event page
to reach out to key publics that use social media. We chose this channel because Big Buddy
updates to the page, to keep members informed on the event.
Big Buddy Twitter account to give instant updates to their followers about Bowling with Big
for Bowling with Big Buddy. The Big Buddy Program has a large following on Twitter so we
thought that this was an effective way to update followers within the weeks leading up to the
event.

Communication Tactics
Deliverables created for client
Comment cards for post-event evaluation- To evaluate Bowling with Big Buddy, Capital
City Communications created and passed out comment cards to all participants at the event.
These comment cards had questions concerning the event itself and basic information about
the participant.

Legacy Campaign logo- The logo we created for the campaign used the Big Buddy green
the campaign and represent the last 35 years of service for underprivileged children in the
Baton Rouge community.

Bowling with Big Buddy logo

and all other items to promote the Bowling with Big Buddy. The logo included two bowling
pins to replicate the Big Buddy logo of children holding hands. Also, the logo colors were
common bowling colors, red, black and white.

Event thank you cards- After Bowling with Big Buddy was over, Capital City
Communications sent the event sponsors thank you cards. These thank you
cards were created and sent with four Bowling with Big Buddy t-shirts to all of
Pre and post event press releases- We wrote and sent out a pre and post press
release from the event. The pre-event press release talked about the details of the
and included a summary of the event. Both press releases were sent to Big Buddys
media contact list.
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n an attempt to promote Bowling with Big Buddy, Capital City Communications

community to participate and support Big Buddy.

Event T-shirtThe T-shirts had the event logo on the front and all of the corporate sponsors on the back.

Website event registration- To provide another means of registration, we added a tab on

more information about the event and sponsorships.

Social media calendar- In an attempt to post content, we wrote and scheduled quality
social media posts for Big Buddys Facebook and Twitter.

Talking points- To keep the messages at the event consistent, we created talking points for
each person who spoke at the event.

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Media Schedule

27

Task Schedule

28

Campaign Timeline

29

Budgets

30

Evaluation

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Evaluation
Summary of Evaluation
The Legacy Campaign was created with two objectives that helped us to narrow our focus on awareness
opinion about getting involved and participating in the program by 25 percent from February 1 until
percent from February 1 until April 30.

Objective 1:
increase in awareness.

conceptualization and design

In our initial client meeting, our client conveyed her vision for the Legacy Campaign, which was
to reconnect former Big Buddy Program participants with the program, in hopes that they would
be willing to become involved again through volunteer work and donations. In an effort to
increase awareness, we created a survey in Qualtrics and sent it out via email and traditional
mail using the small database of former big buddies available. The survey was written by Erica
Wilkins, research director and asked questions that covered demographics, program
participation, levels of involvement with the program and the Legacy Campaign.

accountability and implementation

Our campaign focused on reaching at least 25 percent of legacies through the survey. We received
26 responses out of the 100 surveys we sent out to legacies. After taking the survey 34 percent of
participants either agreed or strongly agreed to take part in the Legacy Campaign and wanted to
reconnect with the program. Also, 41 percent of participants agreed that they are willing to
donate to the program.

program utility

Capital City Communications used the online survey service Qualtrics, for free. Also for free, the
Big Buddy Program mailed surveys to former participants of the program and other Big Buddy
contacts.

methods
Capital City Communications chose to collect its data through the use of a survey because surveys
are a good method of collecting thoughts, opinions and feelings. We used the free online survey
survey results without having to manually score each result. Those that did not have Internet
Big Buddy. We also passed out comment cards during the Bowling with Big Buddy event on April
5. We asked the participants what their thoughts were on Big Buddy, volunteering and the event
itself. After the event, we resent the surveys out to see if the participants perception of Big Buddy
had changed.

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inputs
Capital City Communications conducted formative research through the use of a survey. The
purpose of our survey was to collect data from former Big Buddy participants and gage their
willingness to participate in the Legacy Campaign. The survey asked questions like; How likely
are you to volunteer for Big Buddy events? The survey was sent out through email and traditional
mail. We sent the survey to all former Big Buddy participants listed in the database given to us
from executive director, Gaylynne Mack.

outputs
Based on the results of our survey Big Buddy will be able to contact the Legacies who responded
Buddy plans to create future events to include Legacies and further involve them with the
program.

out-takes
The purpose of the objective was to change the awareness and action of the population. Out-takes
evaluates the number of people who understand, retain and consider messages sent.

outcomes
Capital City Communications hopes that the survey conducted will guide the Big Buddy Program in
extending their reach to the legacies. We also hope the survey helped bring awareness to former Big
Buddy members of the Legacy Campaign and encourages them to get involved with the program. Big
Buddy will be able to evaluate the results of our survey based on the number participants that become
legacies.

measures
Our survey received a 26 percent response rate, surpassing our goal of 25 percent. Though our time with
Big Buddy has come to an end, the program can continue to evaluate the effectiveness of our survey
based on the number of legacies and former participants who reconnect with the program in the
upcoming year.

recommendation/stewardship
Legacies
The main goal of the Legacy Campaign was to reconnect Big Buddy with its past members. The
program should continue to reach out to those people and encourage them to get re-involved.

Fundraising
Using the email addresses that we collected throughout the Legacy Campaign, we will contact all
former Big Buddy participants with information about getting reacquainted with the program
through volunteering or donating.

32

Objective 2:
conceptualization and design

Our client also expressed the desire to raise funds through the Legacy Campaign in order
to purchase a new vehicle to transport the children in the program. The end goal is to raise
Capital City Communications inspired them to donate to this goal.

accountability and implementation

were donated by sponsors. The sponsors donations also provided two hours of free bowling,

program utility

Capital City Communications hosted a Bowling with Big Buddy event to raise funds for the
Legacy Campaign. Prior to the event we gathered sponsorships from local businesses, had
at the event.

event

Capital City Communications hosted Bowling with Big Buddy on Saturday, April 5 from 4-6
p.m. at Circle Bowl of Baton Rouge, on Florida Blvd. Prior to the event, we contacted Circle

set up a registration table at the entrance of the bowling alley, where we were able to keep

methods
Bowling with Big Buddy was a fundraising event in an attempt to raise money through the
Legacy Campaign for a new vehicle to transport little buddies.

inputs
We also researched ways to create safe and fun environments for children and adults to make
our event successful. We compared pricing for different bowling alleys, T-shirt printing
companies and promotional items.

outputs

For our event we created T-shirts with the event logo and featured sponsors of the
event. We wrote pre and post press releases for the event and had them sent out
to multiple media outlets. We created sponsorship banners that hung from each
bowling lane featuring sponsors that donated money to the event.

33

out-takes
At Bowling with Big Buddy, we continued to promote the Legacy Campaign by handing out
our survey to the former Big Buddy participants who were in attendance. We also had legacy
existing database. There were also handouts listing information on the upcoming Big Buddy
events for the legacies to take with them. The handouts were an easy way to inform legacies
of how they could volunteer at the upcoming Big Buddy events.

outcomes

To evaluate our event we created comment cards that we handed out at the end of Bowling
with Big Buddy to receive feedback from all participants. We hope that Bowling with Big
Buddy provided a successful way for little buddies and legacies to connect and create a bond.
The Big Buddy Program plans to continue hosting Bowling with Big Buddy in hopes that
more legacies will become involved in the program.

measures

The cards asked participants what their favorite part of Bowling with Big Buddy was, if they were
age range.

recommendation/stewardship

Following our event, Capital City Communications wrote and delivered thank you cards to everyone
who sponsored a lane at Bowling with Big Buddy. We also provided shirts to everyone who either
sponsored or donated to the event.

34

Appendices

35

Appendices
Sources
7 Ways to Create a Successful Integrated Marketing Campaign (n.d.). 7 Ways to Create a Successful

10 Steps to Plan an Event (n.d.). Retrieved April 2, 2014 from http://www.stroke.org/site/DocServer/

howtoplananevent.pdf?docID=2921

tips-30075.html
Big Buddy. (n.d.). Big Buddy Program. Retreived February 24, 2014. from http://www.bigbuddyprogram.
net
Hon, L. (n.d.). Guidelines for Measuring Relationships in Public Relations (n.d.). Retrieved February 22,
ships[1].pdf
Hurley, M. (n.d.). The PR Pros Guide to Successful Surveys- a Checklist (n.d.). Retrieved February 17,
2014 from http://www.prnewsonline.com/featured/2013/01/15/the-pr-pros-guide-to-successful-surveys-a-checklist/

http://www.actionprgroup.com/blog/eight-simple-pr-rules-tips-on-how-to-excel-in-your-client-relationship
(n.d.). Retreived February 24, 2014, from http://www.mentors.org
Sherwin, J. (n.d.). How to Write a Press Release for an Upcoming Event (n.d.). Retrieved March 3, 2014

Top 10 Fundraising Tips. (n.d.). Top 10 Fundraising Tips. Retrieved April 27, 2014, from http://www.
guidestar.org/rxa/news/articles/2011/top-10-fundraising-tips.aspx
Stewardship and the Public Relations Process (n.d.). Stewardship and the Public Relations Process.
Retrieved April 27, 2014, from http://prbrandbuilder.wordpress.com/2010/12/27/stewardship-and-thepublic-relations-process/

36

Letter of Agreement

Between

Katherine Kamphuis
Account Liaison

BIG BUDDY PROGRAM BATON ROUGE

Sam Accardo
Strategy Director

CAPITAL CITY COMMUNICATIONS

Lauren Smith
Strategy Director

Cyone Batiste
Writing Director

Julie Rapp
Event Planner

Erica Wilkins
Research Director

This binding agreement of services, dated and effective February 17, 2014, is between
organization which boasts programs in mentoring, extended learning and after school
opportunities, positive youth development and workforce development.
Big Buddy Program would like to utilize the services of Capital City Communications to raise
will begin February 1, 2014 and will continue until the end of the spring semester in May
2014.
Capital City Communications will offer the services of seven public relations consultants.
The account liaison will serve as the primary contact between the two units and will oversee
the execution of the work discussed in this agreement. Six additional directors will assist the
needs of Big Buddy Program, specializing in the following areas: strategy, design, writing,
research and event planning.
Project Description

Brittany Babineaux
Design Director
Capital City Communications will provide its services to the Big Buddy Program during
mentors and volunteers of the program as well as raise awareness of the organization.
Project Objectives
Capital City Communications will launch a PR campaign aiming to promote and increase
objectives:
volunteers and mentors

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36

Katherine Kamphuis
Account Liaison

Sam Accardo
Strategy Director

Lauren Smith
Strategy Director

Cyone Batiste
Writing Director

Julie Rapp
Event Planner

Erica Wilkins
Research Director

Brittany Babineaux
Design Director

x___________________________

211 Journalism Building, Baton Rouge, La. 70802 | Phone: 318. 210.6931 | Email: capitalcitycomms@gmail.com

37

Primary Research Instrument

The Big Buddy Program launched the Legacy Campaign, which was geared toward reconnecting
hoped to learn about the willingness of legacies to reconnect with Big Buddy through the Legacy
Campaign. We hoped to gain knowledge about the different ways the legacies would be willing

Buddy Website and interviews with Big Buddys Executive Director Gaylynne Mack, we found to
previous Big Buddy participants about their awareness and willingness to become a part of the
Legacy campaign. The information we needed was obtained through a survey that was created
had on record. This list consisted of approximately 100 people. The survey was also available
online through the Big Buddy website.
We chose to gather our data through a survey because it was a good method to obtain
descriptive and current information from a large population at one time. The survey was also
inexpensive and provided quantitative data. Our survey measured the attitudes, opinions and
behaviors of the participants in regards to Big Buddy and the Legacy campaign.

survey

I am aware of the Big Buddy Program.

Strongly Agree Agree Neither Agree nor Disagree

Disagree

Strongly Disagree

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

How often do you attend Big Buddy events?

Never Rarely Sometimes
Quite Often

Very Often

I believe its important to volunteer for the Big Buddy Program.

Strongly Agree Agree Neither Agree nor Disagree
Disagree

Strongly Disagree

How often do you volunteer for the Big Buddy Program?

Never Rarely Sometimes
Quite Often
Very Often
Strongly Disagree

Disagree

Neither Agree nor Disagree

Strongly Disagree Disagree Neither Agree nor Disagree

Agree

Agree

Strongly Agree

Strongly Agree

38

Strongly Agree

Agree

Never

Sometimes

Rarely

Neither Agree nor Disagree

Quite Often

Disagree Strongly Disagree

Very Often

Strongly Disagree Disagree Neither Agree nor Disagree

Agree

Strongly Agree

Disagree Strongly Disagree

Agree

Neither Agree nor Disagree

Strongly Agree

What years were you active in the Big Buddy program?

How were/are you involved in the Big Buddy Program? Check all that apply.

Strongly Agree

Agree

.
Neither Agree nor Disagree

Disagree Strongly Disagree

Strongly Agree

Agree

.
Neither Agree nor Disagree

Disagree Strongly Disagree

Agree

Neither Agree nor Disagree

Disagree Strongly Disagree

Yes

No

Strongly Agree

Strongly Disagree Disagree

Strongly Agree

Agree

Neither Agree nor Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Disagree Strongly Disagree

The best way to advertise for the Legacy Campaign is through social media.
Strongly Agree Agree Neither Agree nor Disagree
Disagree Strongly Disagree
The best way to advertise for the Legacy Campaign is through email.
Strongly Disagree Disagree Neither Agree nor Disagree
Agree

Strongly Agree

The best way to advertise for the Legacy Campaign is through Big Buddy events.
Strongly Agree Agree Neither Agree nor Disagree
Disagree Strongly Disagree
The best way to advertise for the Legacy Campaign is through mail-outs.
Strongly Disagree Disagree Neither Agree nor Disagree
Agree Strongly Agree
The best way to advertise for the Legacy Campaign is through traditional media such as; newspapers,
Strongly Disagree Disagree Neither Agree nor Disagree

Agree

Strongly Agree

The best way to advertise for the Legacy Campaign is through word of mouth.
Strongly Agree Agree Neither Agree nor Disagree
Disagree Strongly Disagree
Strongly Disagree Disagree Neither Agree nor Disagree

Agree

Strongly Agree

What social media are you active on? Check all that apply.

39

Strongly Agree

Agree

Neither Agree nor Disagree

Disagree Strongly Disagree

What is your gender?

Male
Female
What is your age in years?
My yearly family income is between (mark one).

What is your highest level of education?

Do you still reside in Baton Rouge?

Yes

No

What is your ethnicity?

t

African American

40

Primary Research Results

41

42

43

44

45

46

47

48

49

50

51

52

53

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55

Strategic Message Plan

Campaign goal
The Legacy Campaigns goal is to connect former alumni of the Big Buddy Program with
current participants. The campaign aims to reconnect with former members, staff and
volunteers by reaching out to them and encouraging them to stay involved with the program
through volunteering and donating funds. The end goal is to raise gather contacts and raise

Client: key facts

enriching after school activities for children. The program offers tutoring, mentoring, extended
learning and workforce development for children from kindergarten to high school. It is
headed by program director Gaylynne Mack and her staff, and is in its 35th year. The program
receives most of its funding through governmental grants and sponsorships and has a positive
reputation in the community.

Product: Key features

local underprivileged children. The program has a strong sense of community, and is devoted
and dedicated to molding children into successful members of the community. Big Buddy
focuses mainly on mentoring and is wholeheartedly dedicated to the children they serve. The
program offers a variety of after school programs to provide local youth with a safe,
educational place to escape the hardships some of their families are experiencing. The

Target audience: Demographics & psychographics

Our campaigns targeting audience is legacies of the program, including volunteers and
potential donors. Legacies were once part of the program in some way, and may become
potential donors, mentors or volunteers to the current program. Theyre local to the Baton
Rouge community, and aware of the program and the needs of the program. They feel
connected to the Big Buddy Program in some way. They share a sense of involvement,
responsibility and desire to help the underprivileged children of their community that are
currently involved with the program that they were once a part of.
The demographics of legacies encompass a wide range of ages, genders, ethnicities,
income levels and education levels. Because the program has serviced the community for
35 years, the demographics and psychographics of legacy members vary substantially.
education and income has increased because of Big Buddy. However, this is not the case
for all legacies. Some have relatively low levels of income and education. Most legacies
are middle-aged, though some are in their early 20s. There are both male and female
legacies, most are African American and all are local to the Baton Rouge community.

56

Product: benefits
The mentoring, extended leaning and workforce development programs Big Buddy offers are
key tools to molding underprivileged youth into productive and thoughtful members of the
community. The children enrolled in these programs are offered access to resources they
typically wouldnt have access to, and time with people whove made it their mission to be a
to feel a sense of companionship and acceptance.

direct competitors and brand images

Big Buddys direct competitors are other mentoring programs in Baton Rouge. The YMCA after
school program, the Boys and Girls Club of Baton Rouge, and the Big Brothers Big Sisters program
all compete with Big Buddy for funding to sustain their programs. Each program has various sites
around the Baton Rouge community and offers after school and mentoring for underprivileged
youth. Each of these programs has a national headquarters, and receives sponsorships from
other three competitors. All of Big Buddys competitors have positive brand images and provide
allocate funds to.

indirect competitors and brand images

for the same funds. The Baton Rouge Youth Coalition, The Family Service of Greater Baton Rouge,
and the Junior Achievement Program of Greater Baton Rouge are examples of these. Each of these
audiences. The Baton Rouge Youth Coalition focuses on providing resources and development for
underprivileged teens. The Family Service of Greater Baton Rouge provides support to strengthen
the lives of children and families through direct services and positive social actions. The Junior
Achievement Program focuses on educating young people in business and economics to improve
the quality of their lives. Each program has a positive image in the community and contributes to
the wellness of children, teens, adults and families in the area. They compete for the same local
allocate funds to.

product brand image: current, desired, challenges

The current image of the Big Buddy Program is a positive one. The program has had an
impactful role on youth in the local community, and legacies are aware of the program know
its dedication and commitment to children in need. However, the program suffers from
a lack of awareness and funding, and wants to be able to connect with legacies to address
both of these needs. These are the biggest issues facing Big Buddy, and through the Legacy
Campaign, the program aims to increase its awareness, and remain a positive force for in the
Baton Rouge community.
The desired image of Big Buddy is to inspire legacies to become reengaged with the program
and stay connected to the program. There are several challenges facing Big Buddy in
moving legacies from their current to their desired brand image. Legacies that have lost
contact with the program are unaware of the current needs of the program. Because they
have lost contact, getting them to reengage with the program is an issue. They also may not
57

Strategic message
The Legacy Campaign aims to inspire past, present and future buddies to cherish the
memories theyve made at Big Buddy, embrace the present at Big Buddy, and invest in the
future of Big Buddy.

supporting evidence
By getting legacies re-involved with the program they are investing in the future of a program
that was once a part of their lives. By volunteering, donating and mentoring, legacies that
become reengaged with the program are accepting of the message. The program currently
has 25 mentor-to-little buddy matches, but strives to reach 100. By mentoring, they are
helping to increase the desired amount of mentors that currently serve with the program.
Many local legacies currently volunteer with the program, but theres always a need for
investing in the futures of current little buddies and the program.

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Event Plan Memo

Memorandum
Date: March 12, 2014
To: Big Buddy staff
1415 Main Street
From: Capital City Communications
kkmamph1@tigers.lsu.edu
Subject: Event plan memo
This memo serves as a complete guide to the upcoming fundraising event, Bowling with Big
Buddy. Bowling with Big Buddy will take place on April 5, 2014 from 4 p.m. until 6 p.m. at
Circle Bowl Baton Rouge. All Big Buddy staff and volunteers for the event should reference the
day of timetable, to determine the appropriate times to arrive and to review their respective
duties.
Please see event memo for any details or questions pertaining to event. Capital City
Communications will conduct a formal meeting a week prior to the event to discuss day of
operations and individual responisbilies. The meeting date and time will be sent to you via

Thank you very much and we look forward to seeing you soon.

59

Event Research Summary

Event
Memo will host Bowling with Big Buddy on Saturday, April 5 from
CapitalPlan
City Communications
4-6pm. In partnership with Circle Bowl Baton Rouge, the Big Buddy Program will offer each kid
in the program the opportunity to enjoy an afternoon of bowling, food and fun.
In order to effectively raise awareness of the growing program and funds for a new van, Capital
lars per lane. By sponsoring the lane, companies will receive several entitlements, such as their
company logo will be featured on the website, Big Buddy social media platforms, T-shirt, event
banner and on the lane that they have sponsored.
evaluation. On the day of the event, participants will be greeted by Mike the Tiger and the LSU
Cheerleaders and welcomed by a former Big Buddy participant and Legacy member, Travis
Dabney. After receiving a light lunch and bowling shoes, participants will begin two hours of
thentic football signed by LSU head coach, Les Miles, as well as an assortment of gift cards.
Buddy. The Bowling with Big Buddy event will bring in new participants in the program, former
volunteers, staff and most importantly, it will bring back the legacies, who have helped make
the program what it is today. The event offers local businesses the opportunity to give back to
the community and provide a safe and enjoyable environment for unprivileged youth in Baton
Rouge. Not only will this event be a day of fun for all involved, but it will also raise the funds
needed to purchase a new van for the program. A new van will allow Big Buddy staff to transport more kids to and from school and other extra curricular activities.
With the help of Circle Bowl Baton Rouge and their generous donations, the Big Buddy Program

With the launch of the Legacy Campaign, Capital City Communications plans to contact
over 35 years worth of program volunteers, staff, board members, donors and mentors,
to reconnect with them and show the progress the program has made over the years.
During the past 35 years, Big Buddy has a strong reputation with their past volunteers,
parents, mentors, children and Baton Rouge community. The Bowling with Big Buddy
event acts as a call to action to all past participants of the program. The call to action
aims to remind legacies of the impact the program has made on their lives and inform
them of what they can do to change the lives of others. Our hope is to inspire them to
get more involved, donate funds and become active members like they were in the past.

60

students to and from tutoring programs, mentoring opportunities or after school activities. By
participating and donating to the Bowling with Big Buddy event, legacies will be able to have a
transportation they need to succeed.
and help Big Buddy move to the next phase of the Legacy Campaign.

Brief Situation Analysis

goals
The main goal of our event is to strengthen the relationship between the legacy community and the
current Big Buddy Program, while raising funds to purchase a new vehicle. By partnering with a
supportive venue and willing donors, we feel that we can meet this goal and do our part as an agency
to give back to the Baton Rouge community.

target audience
The main target audience for the Bowling with Big Buddy event is the internal and external public.
Capital City Communication is targeting past Big Buddy participants, current Big Buddy children, Big
Buddy volunteers and local Big Buddy supporters. Each group targeted will play a different role in the
overall success of the event.
First, the little buddies will be our bowlers. They will act as the face of the event and will show donors
who attend exactly who their money is going to. Their want for the event is to attend a fun and relaxing
afternoon of bowling with their mentors that does not include school work. The little buddies interests
include sporting type events, such as bowling. Their need for Bowling with Big Buddy is to feel included
and appreciated for their hard work. Because of this, each learning site was given the opportunity to
send a handful of deserving children to our event.
Secondly, the Big Buddy volunteers, staff and participants will act as a guide, leading the bowling
teams and assisting Capital City Communications with day of tasks. Their want for Bowling with Big
Buddy is to support Big Buddy in a fun afternoon of bowling with little buddies. The volunteers, staff
and participants are interested in the welfare and the growth of children outside the classroom. Their

Legacy Campaigns main initiative of purchasing a new vehicle. The supporters and donors wants for
event is to directly donate to a cause that will help fund a vehicle. Their need for helping Big Buddy is
to give back and donate money to create a safe environment for underprivileged children to bowl
for free.

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Measurable objectives
Objectives:
1. To gain 10 event sponsors for the program
the program.
3. To recruit at least 10 legacies to attend Bowling with Big Buddy.

strategies, themes, messages, channels & deliverables

Strategies: In order to assist Big Buddy in its efforts to kick-off the Legacy Campaign, Capital
City Communications executed the following initiatives for Bowling with Big Buddy:

Channels:
Facebook- We created a Facebook event to promote Bowling with Big Buddy. All team
Facebook event page. Team members also posted periodically on the event page, reminding
users of the event date. Facebook was chosen as a medium because it is highly frequented
multiple times a day. It was also chosen because the Big Buddy Program is prominent on
Facebook with their other events. We also created social media posts for Big Buddys Public
Twitter
posted updates to their Twitter. We created social media posts for Big Buddy to consistently
remind followers of the event and to visit the Facebook event for more information. The
leading up to the event.
Big Buddy newsletter
parents of Bowling with Big Buddy. This channel of communication was chosen because the
newsletter is given to children at school to bring home to their parents. We inserted the event
Direct mail- In an attempt to reach out to Big Buddy legacies, we sent our survey and event
was chosen because many of the legacies in the database did not have email addresses or online
presence. Capital City Communication believed that this would be the best way to get a response
from legacies.
Word of mouth- Although this campaign was primarily interactive over online
mediums, word-of-mouth promotion is essential to any campaign. Capital City
to provide them information on Bowling with Big Buddy and requesting their
involvement.
Newspapers (online and print)- Bowling with Big Buddy was promoted through
the use of traditional mediums as well. We reached out to Big Buddys media
contacts, by sending the pre-event and post-event press releases. Although our event
was only picked up by the Advocate, this channel of communication was chosen
because these mediums are widely circulated throughout the Baton Rouge
community.
62

Tactics/Deliverables:
In order to carry out the messages and strategies created for Bowling with Big Buddy, Capital City
Communications executed the following initiatives:

bowling lane

Theme: The central theme of Bowling with Big Buddy was very similar to the theme created for the
Legacy Campaign, which was reconnecting with past members and creating lifelong, engaged Big Buddy
participants. The only addition to the theme was the aspect of fundraising, which focused heavily on
raising funds to purchase a new vehicle for the program.
Messages: Capital City Communications created two different messages for the Bowling with Big Buddy
event, based on our different audiences. For potential sponsors, the main message was the importance
of their donation and how the funds raised directly impacted the lives of little buddies, by helping the
program purchase a new vehicle. For legacies, our main message was the importance of reconnecting
with the program by participating in events, such as Bowling with Big Buddy. We stressed to this
audience that they should attend this event to see how the program has changed and grown, since they
were involved.

budget
Refer to page (INSERT PAGE HERE) for complete event budget.

timetable

Refer to page (INSERT PAGE HERE) for complete timetable.

evaluation
To evaluate the effectiveness of the Bowling with Big Buddy event, Capital City Communications
plans to hand out comment cards the last 30 minutes of the event. These comment cards will go to
Big Buddy volunteers, little buddies that bowl, and other Big Buddy supporters who are at the event.
The comment cards will allow the event participants to give us feedback and additional comments
on their thoughts of Bowling with Big Buddy. Capital City Communications will use these comment
cards to measure positive and negative views and how successful the event was.

conclusion
The Big Buddy Program is known for their events throughout the years, such as Burger Bash,
Bowling with Big Buddy will be a successful aspect of the Legacy Campaign and raise funds to
go toward the purchase of a new van. Our agency believes that this event will regain support
between legacies and the Big Buddy Program.

63

Evaluation Instruments
this evaluation, we were able to learn how to improve the event for future years and what
participants liked and disliked about the event. Because Big Buddy plans to host this event
again in the future, this evaluation will be an effective method to enhance the event in future
years. A full list of evaluation results is available below.

64

question 1: what was your favorite part of bowling

with big buddy?

question 2: How can we improve bowling with big

buddy for the future?

65

question 3: Are you a current member of the big

buddy program?

question 4: were you involved with big buddy in the

past? if so, how?

66

question 5: would you be interested in volunteering

for big buddy? if so, in what capacity?

question 6: Circle one:

Under 12
13-18
19-25
26-49
Over 50

67

Deliverables/Tactics
traditional media tactics

Postcard

Front

Back
70

Brochure

71

72

press release

73

74

NEWS RELEASE
FOR IMMEDIATE RELEASE
April 9, 2014

FOR MORE INFORMATION:

Laurie Hardison
lhardison@bigbuddyprogram.org

Bowling with Big Buddy raised over $2,000 for new vehicle
Baton Rouge, La. On Saturday, April 5, Capital City Communications hosted Bowling with Big
dren attended the event at Circle Bowl of Baton Rouge. Big and Little Buddies enjoyed two hours
coach, Les Miles, gift cards to local restaurants and apparel from Southern Marsh. Bowling with
Big Buddy was made possible by generous sponsors, including Raising Canes, Cox Communicaand Wampold Companies.
All funds raised from Bowling with Big Buddy will go toward the purchase of a new vehicle for the
Campaign seeks to celebrate the legacy the program has had on the youth of Baton Rouge over
the past 35 years. Big Buddy is making a conscious effort to reconnect with former Little Buddies,
volunteers and staff.

years the Big Buddy Program has provided children and youth with positive adult role models
through the Big Buddy/Little Buddy mentoring programs, character education and leadership
sessions, after school programs, holiday camps, summer enrichment programs, teen programs,
and workforce development programs.
###

74

Thank you cards

THANK YOU
For supporting Bowling with Big Buddy

THANK YOU
For supporting Bowling with Big Buddy

TH

For

TH

Fo

76

event T-shirt

77

event flier

78

digital media tactics

facebook cover photo

79

Facebook event

80

social media posts

81

Media Coverage
Featured in The Advocate

82
13

Class Presentation

83

84

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