Communication
plan statement:
This is an ongoing campaign to
inform UMKC students about the OJOS movement. Another part of this campaign is
to motivate students to donate eyewear that they do not use anymore to the less
fortunate in third world countries.
Situation
Analysis:
The story- OJOS is a new
organization founded by University of Kansas Alumnus, Tyler Reynolds, Tim
Shockey and Liam Kirby. OJOS has joined together with New Eyes for the Needy,
in effort to diminish the vision problems in third world countries, by eyewear donations.
There is a critical need for quality eye care. Without sight, people miss out on
the quality of life, which we can sometimes take for granted. As a UMKC
student, I would like to bring awareness to the University of Missouri-Kansas
City and in turn, boost donations for the organization. This is the first year
for OJOS, but their partners at New Eyes for the Needy have been in
contributing since 1932, helping over 7,000,000 people in over 27 countries.
OJOS would like to enhance that number greatly. The majority of students at UMKC are unaware of the critical
need for eye care in third world countries. An estimated 126 million Americans
wear prescription eyewear. As a country, we are wealthier and more
technologically advanced. This has given Americans the options of insurance, Lasik,
etc.. To bring it back in full circle, the majority of these individuals (UMKC
Students, family members, members of the community) could take their old frames
and donate them to the OJOS movement.
Analysis:
The main reason that donations are sparse is because there
is a lack of knowledge about the OJOS movement. If a communications plan is
implemented to inform the UMKC campus of the crisis at hand, donations to help
the less fortunate will boost
Strategy:
There are two parts of this strategy. First, conduct a
communications campaign at UMKC to inform the Volker campus about the OJOS
Movement. Secondly, motivate students to donate used eyewear frames to be sent
overseas. This campaign will be directed towards the student body. Each month a
specific class will be targeted. This will allow for a more controlled
environment, and will make the evaluation easier at the end of this process.
Reasons for this key audience are as follows:
v
125 million people in America wear prescription
lenses
o 14,400
Students attend UMKC
§
Students that wear, or have previously worn
prescription lenses are most likely to donate.
v
Generation X/Y stronger willed than previous
generations. This generation wants to make a difference.
v
The Average age of the key audience is 21. This
group of
Individuals
are strongly influenced by their peers. (Word of mouth)
Multi-Step Flow
Theory
Public
Opinion Leaders
Word of Mouth
Multi-Step flow theory is started with opinion leaders.
Individuals are greatly influenced by those around them, even more so, if they
can relate to the situation at hand.
In this campaign the public opinion at the base of this plan
will be Tyler Reynolds (CEO/Founder of OJOS). The next level will be the
Pre-Optometry students, and the third level will be the student body.
Objective
There are two objectives for this campaign. The primary
objective is to succeed in informing the UMKC-Volker Campus about the Newly
founded organization, OJOS. Educate the student body about the OJOS movement
and their efforts to diminish the poor quality of eye care in third world
countries.
The second part of the plan is motivational. The campaign
would like to collect 5-10 prescription frames per month, or 100-120 in an
academic year.
Key Audience
As stated before, the key audience will be the UMKC campus
as a whole. More specifically, I would like to initially target the
pre-optometry students. These students will be able to relate with the task at
hand and in turn, help educate the rest of the student body.
v
This group of male and female, 18-25(on average)
gets their information from a wide variety of sources. Mainly, the Internet,
(i.e.. blogs, news sites, etc…)
v
Influenced heavily by peers. What they believe
and say
o Public
Opinion Leaders
o Word
of Mouth
v
Generation X/Y is self-determined, as well as
having greater decision making power.
v
Targeted individuals have the drive to make a
difference. Once informed of the lack of quality eye care, will want to
contribute however possible.
Slogans
v
New Sight, New Life
v
Eyes Towards progress
v
Someone’s Trash, is another’s treasure.
v
Make a difference, donate your old frames.
The first and
second messages are meant for the informational side of the campaign. The third
and fourth, are for the motivational side.
Tactics
Tactics in this campaign involve group meeting with the CEO
of OJOS, Tyler Reynolds, as well as events to inform and motivate the key
audience members.
Tactical elements include:
v
Build organization success awareness among media
(Campus Newspaper, adjoining website)
v
Inform campus of the past success of OJOS
partner, New Eyes for the Needy.
v
Create a quick fact sheet
o Containing
information:
§
OJOS movement
§
New Eyes for the Needy
v
Hold an Informational Seminar
o Tyler
Reynolds; CEO/Founder of OJOS
v
Create motivational propaganda
o Faux
frames with the “OJOS” label
§
Flag of countries being supported throughout the
movement on the side of frames
v
Involve campus in promotional, informative activities
o Set
up a telephone booth in the quad. Set a goal to fill the booth full of used
frames that will be donated.
At the beginning and end of each
month, a booth will be set up on the first floor of Haag Hall. This booth will
include; Fact sheets, Motivational propaganda (faux glasses with OJOS label)
and a video of the OJOS movement (Mission statement, as well as the past
successes of Partner, New Eyes for the Needy)
Drop off boxes will be set up in Haag, New student union (on
the main floor and the 2nd floor) as well as the skywalk. These are
all high traffic areas. At each of these donation boxes, will be an information
brochure. This brochure will explain the OJOS movement and where the donated
frames will be going. The drop off boxes will stay in place through out the
academic year.
Schedule
v
One academic year
o Starting
in September of the 2011-12 year
To kick off the launch of the OJOS movement on UMKC campus, an
informational seminar with the CEO will be held, as well as putting the
donation boxes into place with the informative brochures. The month after the
meeting, the donations will begin. A telephone booth will be set in the middle
of the quad. Students will be challenged with the task to fill the booth full
of donated frames.
Evaluation
v
Number of frames donated
v
Number of visits to the OJOS website
v
Attendance to the informational seminar.
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