NLP Final Presentation

Growing up with BEVO
Building Brand Awareness & Driving Donations for
the Neighborhood Longhorns Program
Presented by Cameron Allison, Sarena Chism, Elizabeth Hermanson, and
December 3, 2014 Payton Schramm

2
Neighborhood Longhorns Program
Agenda
• Project Objectives
• Challenges
• Research and
Insights
• Recommendations
• Conclusion
– Questions*
• Appendix

3
78%
Of survey respondents had never heard
of the Neighborhood Longhorns Program

4
81%
Of survey respondents were unaware
that the proceeds of BEVO support a non-profit

5
What were our objectives?
• Develop an effective positioning
strategy to help NLP increase:
– Awareness of the program primarily in
the UT Student Community and
secondarily among UT alumni
and fans of The University of Texas
– The number of donations contributed to
the program, while utilizing BEVO

6
What are NLP’s challenges?
Awareness
Challenges
Association Internal

7
What was our research method?
• Online Qualtrics Survey
– 106 respondents
• 82 females
• 24 males
– UT Affiliation
• 71 current students
• 31 UT alumni
• 2 parents of current students
• 1 current UT faculty/staff member
• 1 respondent with no UT affiliation

8
What are people saying?
44% 55% 83%
Word of Mouth
Of respondents who
previously knew of the
NLP cited “word of
mouth” as the way
they learned of the org
BEVO Fans
Of respondents stated
they’d be interested in
joining a BEVO fan
club with tiered
membership levels
Photos with BEVO
Of respondents would
be interested in taking
graduation pictures
with BEVO
56%
A Valuable Program
Of respondents
ranked the NLP as
very valuable to the
community

9
How do we persuade them?
AWARENESS MOTIVATION
& NORMATIVE
BELIEFS
ATTITUDE BEHAVIORAL
INTENTION
BEHAVIOR /
ACTION
The Theory of
Planned
Behavior

10
How do we know the model works?
Awareness Motivation /
Normative Beliefs
Attitude Behavioral Intention Behavior / Action
Current Level Low Low Positive Neutral Neutral
How to address this?
(HI, HF, LI, LF)
High frequency & High
impact
High frequency High impact High frequency & High
impact
Low frequency & High
impact

11
RECOMMENDATIONS
Executable ideas to help NLP increase
awareness and boost donations

12
Which insights support our recommendations?
01
Having a clear and
concise positioning
statement will help
build knowledge about
the organization
02
People generally like
to feel a part of a
community of like-minded
individuals
03
Among respondents BEVO
most represents: tradition,
the fighting spirit, pride, and
strength. Our
recommendations evoke
these qualities through the
use of BEVO in the
inspiration of higher
education.

13
A New Integrated
Advertising Campaign
Building an engaging storyline for the NLP

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How will we approach the campaign?
• Strategic Approach
– Creating cohesive campaign messaging to bridge the NLP, Silver
Spurs, and BEVO
– Uniting each of the campaign executions under one

15
15 “Growing up with BEVO”
Representing students who have the fighting spirit for a
bright future.

16
What’s the story?
Campaign Tagline: NLP: Volunteer. Inspire. Educate.

17

18
Where will the campaign be featured?
TV STATION
PARTNERSHIPS
RADIO IN-GAME VIDEO DIGITAL ADS
POSTERS &
BANNERS

19
Social Media Campaign
Introducing interactivity to boost awareness

20
Which social media tools should be used?
At 33% Facebook was the
most popular social site
for news
At 16%,
Instagram was a
distant second
Twitter, at 12%,
was third

21
Twitter
Current Status: Inactive
Responding and Retweeting
are good for community
engagement
Useful Hashtags
Example: “Since 1991, NLP
has served over 83,000 AISD
students & provided over
$636,000 in scholarships
#NeighborhoodLonghorns”
How much should you post?
Daily activity
Facebook
Current Status: Very active
What content should be placed
on Facebook?
• NLP initiatives; mission
• Upcoming events dates and
reminders
• Links to newsletters, reports,
etc.
• Direct donation links
• Ways that donations can
occur
Weekly activity
Instagram
Current Status? None
What content should be placed
on Instagram?
• Photos of student events
• Student Organization activity
days
• SpringJam
• Students with volunteers
• Special events (bowling and
golf tournament)
• Kids with BEVO
• Links to online donations
• Scholarships dinner
Weekly to bi-weekly activity

22
In-Game Announcements
Introducing interactivity to boost awareness

23
85%
Announcements at sporting events
Research shows that of the respondents, awareness of in-game
announcements and interactivity is low. By improving the in-game
announcement experience, attendees will gain more exposure to the NLP.
Of respondents didn’t notice the in-game NLP announcements during UT games

24
• Current challenges
– Announcements aren’t always given at opportune times
– Fans are not completely aware of the NLP
– Current announcements lack an interactive element
– Current CTA maybe asking for too high a donation

25
• Recommendations
– Create a matrix for in-game announcements to maximize visibility and
avoid clutter
– Highlight the children, by featuring more engaging on-field elements
– Feature content showing coaches and players involved with the NLP

26
Revitalizing the BEVO Fan Club
Improving the overall membership experience

27
The BEVO Fan club
• Current challenges
– One-time, one membership level
– Weak affiliation between BEVO Fan Club and NLP

28
The BEVO Fan club
• Create different membership levels
– BEVO Buckaroo - $10
– BEVO Buddy - $25
– BEVO Spur - $50
– BEVO Handler - $100

29
The BEVO Fan club
• Improve affiliation with NLP
– Utilize social media campaign
– Promote NLP being BEVO’s non-profit

30
Checkout Charity Campaign
Utilizing peripheral purchases
to support the NLP

31
Checkout Charity campaign
By partnering with businesses in the local
community, we are increasing the
likelihood of increased awareness.
70%
Of respondents who would
not donate to support BEVO,
said that they would donate
$1 to BEVO if they knew it
supported a non-profit

32
Checkout Charity campaign
University Co-Op
• $1 Bail of Hay
H-E-B
• “Round-up your purchase to support
children in the Neighborhood Longhorn
Program”
Other Partners
• Implement new partnerships

33
BEVO Merchandise
Introducing a new line of BEVO-ware

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83%
Introducing new BEVO merchandise
Research and past initiatives show that there is a clear interest in branded
BEVO merchandise. A new campaign can take merchandise to new
heights.
Of respondents would be interested in taking graduation photos with BEVO

35
Introducing new BEVO merchandise
• Past initiatives
– Point of purchase donations
– Partnership with local pasta sauce
– NLP BEVO bags at HEB
• New avenues
– Continuing BEVO bags
– Better connection with ad-campaign
– Wider variety of merchandise
– Kitchen towels
– Socks
– Ornaments
– Picture frames
– Salt & Pepper shakers

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Student Organization Activities
Boosting On-campus Involvement

37
How to increase student involvement?
44%
Have heard of
NLP through
word of mouth 78%
63%
Choose not to donate
due to financial
restraints, 13% do not
identify with a particular
cause/organization 51%
Choose to donate
due to a desire to
be involved in a
group/community
Respondents had not
previously heard of the
Neighborhood Longhorns
Program

38
What’s the approach?
Spread the
Word
Activity
Set Up
Activities Attractions

39
Student Organization activities
Cook-Off/
Bake-Off
Field
Day

40

41

42

43
Community Partnerships
Building involvement in the greater
Austin community

44
Community Partnership efforts – NLP Day

45
How do we know the model works?
Awareness Motivation /
Normative Beliefs
Attitude Behavioral Intention Behavior / Action
Current Level Low Low Positive Neutral Neutral
How to address this?
(HI, HF, LI, LF)
High frequency & High
impact
High frequency High impact High frequency & High
impact
Low frequency & High
impact
How do we know? 78% had not ever
heard of NLP
78% of respondents
were motivated by
their desire to help
those in need
72% were empathetic
with the cause
85% had a positive
attitude towards NLP
after learning what
NLP does
63% said the top
reason they do not
donate is due to
financial restraints.
70% said that they
would donate $1 if
they knew the
donation also
supported a non-profit
58% stated that they
would be willing to
donate after learning
about NLP
Tactics for success Advertising Campaign,
Social Media, Game
Day Announcements,
Community
Partnerships, Student
Organization Activity
Bevo Fan Club,
Community
Partnerships, Check-out
Charity
Announcements
(Success Story/Impact
on student)
Notification of different
donation opportunities:
NLP Day, Check-Out
Charity, Direct links to
donation site on social
media, Community
Partnerships
Bevo Fan Club,
Check-out Charity,
Student Organization
Activity,
Merchandising

46
Low Impact High Impact
How can we further apply this model?
 Ad Campaign
 Donations at
High Frequency
Check-Out  Restaurant/
Co-Op
Partnership
 $1 Hay
Donation
 Social
Media
 Sporting events:
Kids on field and
announcements
 Student Organization Activity
 Bevo
Fan
Club
Low Frequency

47
How can we further apply this model?
 Ad Campaign
 Donations at
Check-Out  Restaurant/
Co-Op
Partnership
 $1 Hay
Donation
 Social
Media
 Sporting events: Kids
on field and
 Student Organization announcements
Activity
 Bevo Fan Club
Total Donation
Amount
Awareness
 Merchandise

48
What’s the potential effect on awareness?
Advertising
Campaign
In-game
Activities
NLP Day
Highest
Partnership Social Media
(Restaurant/Co-op)

49
Projected Awareness Through Targeted Planning
22%
2014, Current Status
75%
2016, Future Status
53% Increase in awareness in
the next 12 months

50
Internal recommendations
Quarterly Reports
Studies have shown that a factor
to why people do not donate is
because they are unaware of
how their money is being used.
A quarterly report that provides
financial overview of how money
is being spent and the benefits
that they funds have provided
will help combat this fear factor.
To not overwhelm donors and
NLP staff who are busy, we feel
that quarterly to annual reports
are good check points.
Interns
Interns can provide manpower to
complete tasks such as social
media postings, event
planning/coordinating, and daily
tasks.
Number of Interns: 1-2
This person will work closely with
the Neighborhood Longhorn
Program marketing, events,
sponsorship and membership
teams to implement events and
programs.
CRM Database
This database helps keep track
of new ad returning donors.
Have this database gives NLP
staff address information that
they can use to send mail out
for upcoming donor events and
donation opportunities (Amplify
Austin, NLP Day, Restaurant
partnerships, etc. )

51
Bringing it all together

52
52 Appendix

53
Appendix
• Creative Brief
• Estimated Expenses for Community Partnerships
• Survey Results

54
General Creative Brief
• What are we advertising?
– The Neighborhood Longhorns Program (NLP)
• Why are we advertising?
– To promote the NLP in a way that is informative and engaging to students and alumni of the University of Texas at Austin and also
to attendees of UT sporting events.
• Who are we talking to?
– Young adults in the 18-34 age range who have minimal to no knowledge of the NLP, as well as general attendees of UT sporting
events.
• What do they currently think?
– The target audience isn’t aware that the NLP actually exists and those who do, are not very informed of what the organization does
in the community.
• What do we want them to think?
– The NLP is a unique program that provides at-risk youth with free tutoring and scholarships to help them succeed in grade school
and eventually make it to a college or university.
• What is the Single Most Important Thing?
– The NLP is the official nonprofit organization of BEVO and the athletics department and the premier organization that helps at-risk
youth achieve their dreams of attending college
• Why should they believe it?
– UT students volunteer their time to help tutor students throughout grade school, which has led to more students being served by
the program
– Since its creation, the NLP has helped over 83,000 students and provided over $636,000 in scholarships
– As a result of the program 94% of the participating students increased their overall grade average
• What is the tone of the ad?
– Informational, inspirational and heartwarming

55
Estimated Expenses
Field Day Est. Expense List
Advertising-Flyers
(500)
$290
Face Painters $360
Annie Ray
$650
Photography
Supplies for
Activities
$100
Prizes $500
Totals $1,900
Cook-Off/Bake-Off Est. Expense
List
Advertising-Flyers
(500)
$290
Band (Hudson
Moore)
$430
Prizes $500
Totals $1,220

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What are the potential costs?
Cost Amount Total
Interns $1000 per intern x2
$2000 per
semester

57
NLP Survey Results
1. Do you recognize this mascot?
# Answer Bar Response %
1 Of course, that's BEVO! 121 100%
2 I'm not quite sure who that is 0 0%
Total 121
2. Have you ever been to an event, other than UT sporting events, where BEVO was present?
1 Yes 82 69%
2 No 36 31%
Total 118

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NLP Survey Results
3. What does BEVO represent to you? Please select all that apply
1 The fighting spirit 67 57%
2 Education 15 13%
3 Tradition/legacy 110 93%
4 Pride 88 75%
5 Strength 69 58%
6 Community 41 35%
7 Winning 34 29%
8 Other: 6 5%

59
NLP Survey Results
4. Did you know that there is a fund that finances BEVO's well-being (care,
transportation, etc.)?
1 Yes 57 48%
2 No 61 52%
Total 118
5. If you were given the opportunity, would you donate $1 to support the funding for
BEVO?
1 Yes 78 66%
2 No 40 34%
Total 118
6. If you knew that the proceeds from the $1 donation also supported a non-profit
charity benefitting children, would you be willing to donate?
1 Yes 28 70%
2 No 12 30%
Total 40

60
NLP Survey Results
7. If there were a BEVO Fan Club that offered membership perks (such as Bevo apparel, invitations
to exclusive events, meet and greets with prominent UT coaches and athletes, etc.,) based on
membership level , would you be interested?
1 Yes 65 55%
2 No 53 45%
Total 118
8. With membership perks being based on annual contribution, how much would you be willing to pay to
be a BEVO Fan Club member?
# Answer B
ar
Response %
1 14 22%
2 $10 - $25 29 45%
3 $26 - $50 8 12%
4 $51 - $100 11 17%
5 >$100 3 5%
Total 65

61
NLP Survey Results
9. If you had the opportunity to take graduation photos with BEVO, included in the cost for your
University Co-Op graduation packet, would you participate?
1 Yes 93 83%
2 No 19 17%
Total 112
10. If you were able to book BEVO, what kind of event would you want BEVO to attend? Please
select all that apply
1 Wedding 26 22%
2 Birthday Party 22 19%
3 Tailgate 96 83%
4 Retirement Party 19 16%
5 Charity Event 67 58%
6 Graduation Party 65 56%
7 Holiday Party 19 16%
8 Other: 6 5%

62
NLP Survey Results
11. Did you know that the proceeds from events that BEVO attends also support a non-profit
organization?
1 Yes 22 19%
2 No 94 81%
Total 116
12. Have you ever heard of the Neighborhood Longhorns Program (NLP)?
1 Yes 25 22%
2 No 91 78%
Total 116

63
NLP Survey Results
13. Through which of the following outlets did you hear about the NLP? Please select all that
apply.
1 Social Media (Facebook, Twitter, Instagram, etc.) 4 16%
2 UT Website 6 24%
3 Word of mouth 11 44%
4 UT Sporting Event 12 48%
5 Silver Spurs Fundraiser 6 24%
6 Organization(s) on campus 6 24%
7 AISD Newsletter 1 4%
8 Other: 4 16%
14. How would you rank the UT NLP's value to 2nd-8th grade students who participate in the
program?
1 Very valuable 52 46%
2 Somewhat valuable 39 35%
3 Neutral 20 18%
4 Somewhat not valuable 1 1%
5 Not valuable 0 0%
Total 112

64
NLP Survey Results
15. How strongly do you agree with the following statement: "The Neighborhood Longhorns
Program adds value to the community"
1 Strongly Agree 63 56%
2 Somewhat Agree 32 29%
3 Neither Agree nor Disagree 15 13%
4 Somewhat Disagree 2 2%
5 Strongly Disagree 0 0%
Total 112
16. How strongly do you agree with the following statement: "I would be interested in donating to
this organization"
1 Strongly Agree 24 21%
2 Somewhat Agree 41 37%
3 Neither Agree nor Disagree 35 31%
4 Somewhat Disagree 10 9%
5 Strongly Disagree 2 2%
Total 112

65
NLP Survey Results
17. Now that you know that the NLP is the official non-profit associated with BEVO, how likely are you to
make a donation to support the organization?
1 Very Likely 23 21%
2 Somewhat Likely 51 46%
3 Undecided 19 17%
4 Somewhat Unlikely 12 11%
5 Very Unlikely 6 5%
Total 111
18. Do you currently donate to any other philanthropic or non-profit organizations?
1 Yes 75 68%
2 No 36 32%
Total 111

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NLP Survey Results
19. What are some of the reasons you choose to donate to these organizations? Please select all that
apply.
1 Empathetic with the cause 52 72%
2 Desire to feel like you’re making a difference 43 60%
3 Desire to help out those in need 56 78%
4 Desire to be involved with a group/community 37 51%
5 Financial incentives (tax benefits, etc.) 3 4%
6 Other: 2 3%
20. What are some of the reasons why you choose not to donate? Please select all that apply.
1 Financial restraints 65 63
%
2 Unclear on where/how to donate 16 15
%
3 Do not currently identify with a particular cause or
organization
14 13
%
4 Feel like the donation wouldn't be impactful 5 5%
5 Other: 4 4%
Total 104

67
NLP Survey Results
21. Of the following media outlets, please rank how likely you are to use each to receive news about social
causes you care about? 1 = most likely, 8 = least likely.
# Answer 1 2 3 4 5 6 7 8 Total
Responses
1 Facebook 28 9 6 5 4 2 10 21 85
2 Twitter 10 10 6 7 9 11 11 18 82
3 Instagram 11 14 13 10 12 11 9 6 86
4 Other Social Media Site (please list): 6 8 4 7 11 12 11 10 69
5 Organization Website 8 10 13 17 14 12 3 1 78
6 Word of mouth 6 12 18 13 11 10 14 6 90
7 Sporting event 9 7 13 14 14 12 7 10 86
8 Other: 2 0 1 3 3 3 5 8 25
Total 80 70 74 76 78 73 70 80 -
22. When you attend UT sporting events, how aware are you of the announcements at the games?
1 Very Aware 10 9%
2 Somewhat Aware 47 44%
3 Neutral 21 20%
4 Somewhat Unaware 18 17%
5 Very Unaware 10 9%
Total 106

68
NLP Survey Results
23. Have you ever noticed NLP announcements at UT sporting events?
1 Yes 16 15%
2 No 90 85%
Total 106
24. If there were more interactive announcements during break-times at
sporting events (ex: kids participating in a game on field), how likely are you to pay attention to those
announcements?
1 Very Likely 35 33%
2 Somewhat Likely 45 42%
3 Undecided 14 13%
4 Somewhat Unlikely 8 8%
5 Very Unlikely 4 4%
Total 106

69
NLP Survey Results
25. What is your gender?
1 Male 24 23%
2 Female 82 77%
3 Prefer not to answer 0 0%
Total 106
26. What is your age?
1 18-24 years old 92 87%
2 25-34 years old 11 10%
3 35-44 years old 0 0%
4 45-54 years old 2 2%
5 55-64 years old 1 1%
6 65+ years old 0 0%
Total 106

70
NLP Survey Results
27. Where do you currently reside?
1 Central Austin Area (on UT campus and surrounding
areas)
74 70%
2 Greater Austin Area 9 8%
3 Within another city in Texas 18 17%
4 Outside of Texas 5 5%
Total 106
28. What is your affiliation with The University of Texas?
1 Current UT student 71 67%
2 Current UT staff/faulty 1 1%
3 UT alum 31 29%
4 Parent of a current student 2 2%
5 No affiliation 1 1%
Total 106

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Editor's Notes