Public Relations Campaign Strategies. PRCA 4339 course at Georgia Southern that provided the chance to work with a real client for the term of Fall 2016. Our team collaborated with Business Innovation Group for an awareness campaign.

1. BIG
Campaign
Benjamin Willis - Mariana Ranzahuer - Katherine Wardlaw - Bre Perkins - Bailey Ferguson - Emily Reed

2. Overall GOAL:
To raise awareness of BIG among the
student body at Georgia Southern
University by June 1, 2017.

3. Objectives
1. To increase awareness of BIG by 50% by June 1, 2017.
2. To increase Facebook page likes by 100 by June 1, 2017
3. To increase Twitter followers by 100 by June 1, 2017.
4. To increase student use of BIG resources by 30% by
June 1, 2017.

4. The problem
Students at Georgia Southern
are not aware and do not take
advantage of the opportunities
and resources BIG offers to
further innovative interests.

5. The
solution
A series of strategies will
be implemented during
the campaign that will
work on raising
awareness among our
target audience, the
student body, and our
secondary public, the
professors at Georgia
Southern.

6. How it works: Students
Strategy 1
Inform students about
BIG and why they
should become a
member
Strategy 2
Further publicize BIG
for a larger following
of the organization
Strategy 3
Encourage each
college department to
publicize BIG as a
beneficial
organization to join
● Develop
social
media posts
● Create a
social media
calendar
● Create promo
fliers (including
social media
links)
● Professors
distribution
● Post fliers
around campus
● Create Power
Point slide ads
to be shown
in televisions
of each
building

7. How it works: Professors
Strategy 1
Seek support from
university professors
to inform about BIG
Strategy 3
Get professors to
encourage students to
make use of BIG
resources
● Guest
speakers
● Fliers and
distribution
● Survey and
distribution
● Schedule
visits to BIG
headquarters

8. Brief Calendar Overview
January 2017
Social Media Post:
entrepreneur of the
month
March 2017
Social Media Post:
Flyer about Lunch n’
Learn event, BIG Cafe,
Entrepreneur Night
June 2017
End of Campaign
Campaign Evaluation
Social Media Post: Flyer
about Lunch n’ Learn
event, BIG Cafe,
Entrepreneur Night
Enactus
Jan Feb Mar Apr May Jun
February 2017
Social Media Post:
Flyer about Lunch
n’ Learn event, BIG
Cafe, Entrepreneur
Night
April 2017
Social Media Post: Flyer
about 3 Day Startup,
Lunch n’ Learn
event,Entrepreneur
Night
May 2017

9. FLIERS

11. Item Description Quantity Source Cost Per
Item
Actual Cost Est.
Tax
Total Cost
Event Fliers Promo fliers for BIG;
3DS & FastPitch
100 Eagle Print Shop $0.37 $37 $2.60 $39.60
A featured story in
the George- Anne
A featured story of BIG
in the Georgia Southern
University
newspaper(George-
Anne)
1 George-Anne 0 0 0 0
BIG
Posters
Informational posters to
put around the Georgia
Southern campus
50 Eagle Print Shop $0.37 $18.50 $1.30 $19.80
Powerpoint
Slide Ads
Individual PowerPoint
slide ads featuring BIG
on the televisions all
over the Georgia
Southern campus
1 The Campaign
Group
0 0 0 0
Total
Estimated
Cost
$3.90 $59.40

12. Evaluation
Post-Campaign follow-up Survey
Analyze amount of Twitter followers compared to the
amount at the beginning of the campaign.
Analyze amount of Facebook page likes compared to
the amount at the beginning of the campaign.