Odyssey of the Mind Public Relations Plan

Odyssey of the Mind
Public Relations Plan
Rowan University
GROUP A:
Cymantha Adkins, Rob Kuchera, Shannon Listman
Erin McCourt, Deanna Vallejo, Terese Yale
GROUP B:
Andrea Jensen, Brian Kearney, Tyler Mulvey,
James Roh, Lisa Santeramo, Jaclyn Tellefsen
1

History & Overview
Odyssey of the Mind founded in 1978 by Dr.
C. Samuel Micklus at Glassboro State College
Creative problem-solving competition
Over 24 countries involved
Open to students kindergarten-college
2

History & Overview
Five long-term problems
Mechanical/Vehicle
Technical Performance
Classics
Structure
Performance
State finals, National Finals, & World Finals
3

Global Ambition, Group A
In one year, from May 2014-May 2015, OOTM wants
to increase its number of schools by 10% to gain
more students and volunteers.
5

Global Ambition, Group B
Challenge of general recruiting and retaining previous
volunteers for OOTM.
Increase volunteerism by 25% while retaining 50%
of current volunteers in each state where OOTM
exists in a 12 month time frame beginning May 2014.
6

Primary Research, Group A
Intercept Survey:
Each participant described the program as a creative
learning experience and a fun way for kids to get motivated.
Phone Interview:
“Although the program is rewarding if one puts a lot of time
into it, it’s hard for students to dedicate a large amount of
time if they are committed to other programs.”
Face to Face Student Survey:
None of the students who took the survey knew what OOTM
was.
8

Primary Research, Group B
Quantitative research in the form of online surveys distributed to three
associations chosen with the help of Sam Micklus:
California, New Jersey, Utah
No response from NJ association
107 participants between Utah and California
100+ from California
7 from Utah
Ten questions on the survey: multiple choice, likert scale and open-
ended questions
Most participants had little prior experience with Odyssey of the Mind
Participants had a vested interest in the students
Parents of students
Teachers
Overwhelming positivity recorded on survey for each question 9

Primary Research, Results
Question Results: CA Results: UT
Rating of volunteer
experience
Extremely good/quite good Extremely good/quite good
Planning to volunteer in
the future
Yes (88%) Yes (unanimous)
Level of appreciation felt
as a volunteer
Extremely appreciated/quite
appreciated
Extremely appreciated/quite
appreciated
Benefits of volunteering • Learned management
skills
• Seeing creations of
talented/bright minds
10

Secondary Research
OOTM Interview/initial meeting
Gathered necessary information from Samuel
Micklus about OOTM and corresponding issues
Content Analysis:
OOTM Information Packet
OOTM Website
News articles related to OOTM
DVD
11

Audience
Must Influence Should Influence
Likely to Influence
•Current Parents
•Prospective Administration
•Prospective Students
• Current Students
• Prospective Parents
• Current Teachers
• Current Administration
Unlikely to Influence • Media
14
Target audiences here. also BOLD in chart below.

Current Parents
Current parents are most invested in their child’s
involvement in an extracurricular activity.
Key message:
OOTM and current parents would benefit from the growth
an active referral program would bring.
15

Present Knowledge,
or Attitudes or
Behavior (Real
State)
Change Agent
Message
Desired R-I-C
(Ideal State)
Research shows current
parents are extremely satisfied
with the progression their
children have made in Odyssey
of the Mind.
Referring other parents to sign
their children up is beneficial to
their children by helping to
further develop the program.
Parents will see the
advantages in referring others
to join the program and take
action by doing so.
Current Parents
16

Prospective School Districts
School administrations are the gateway to
prospective students. This audience does not
recognize OOTM and the program’s many
advantages.
Key message:
OOTM provides a successful educational program that offers
opportunities for both student and parent involvement.
17

Present Knowledge,
or Attitudes or
Behavior (Real
State)
Change Agent
Message
Desired R-I-C
(Ideal State)
Research shows school
administrations want to
increase student and parent
engagement in extracurricular
educational activities.
OOTM provides a successful
educational program that puts
students in a competitive
problem-solving environment.
School districts will adopt the
OOTM program after learning
how students through
competing in OOTM.
Prospective School Districts
18

Prospective Students
Lack of brand awareness prevents students from
joining OOTM.
Key message:
OOTM offers a fun learning experience for students to
engage in a competitive problem-solving program.
19

Present Knowledge,
Attitudes or Behavior
(Real State)
Change Agent
Message
Desired R-I-C
(Ideal State)
Research shows that students
are unaware of OOTM and what
the program has to offer.
Engage more students in the
OOTM program by bringing
awareness to the company and
helping them understand what
OOTM is.
Students will join OOTM because
they have a better
understanding of what the
program is and the success they
can receive from it.
Prospective Students
20

Audience
Current volunteers
Potential volunteers
Alumni
Past volunteers
Must influence Should influence
Likely to Influence • Parents
• Current volunteers
• Media
• Alumni
Unlikely to Influence • Teachers
• Administrators
• Other Educators
• Past Volunteers
• Potential Volunteers
• Assistant Directors
22

Current Volunteers
Current volunteers feel that there is lack of
communication and organization in the volunteer
program at OOTM.
Key message:
The success of our company and eagerness to help children
become more creative thinkers relies on the foundation of
your help and service.
23

Current Volunteers
Present Knowledge,
(Real State)
Change Agent
Message
Desired R-I-C
(Ideal State)
Current volunteers only
know about the program
because they know
someone that was
involved.
Branch out of word-of-
mouth technique and
form new ways to
increase knowledge
about OOTM.
Current volunteers will
feel inspired to spread
the word about OOTM.
24

Past Volunteers
Past volunteers had an undesirable volunteering
experience with OOTM because they were unaware
of the benefits.
Key message:
With your past experience, you can help expand the
foundation of OOTM to help gain and retain the basis for
volunteers.
25

Past Volunteers
Present Knowledge,
(Real State)
Change Agent
Message
Desired R-I-C
(Ideal State)
Past volunteers are
unaware of the benefits
of volunteering.
OOTM must increase
knowledge about the
volunteer program by
emphasizing the
benefits.
Past volunteers will
understand the benefits
and may be more willing
to volunteer again in the
future.
26

Alumni
Alumni can help to influence potential volunteers and
act as third-party endorsers for the program.
Key message:
Your personal experiences with potential volunteers can help
us influence potential volunteers to build further success for
the future of the company.
27

Alumni
Present Knowledge,
(Real State)
Change Agent
Message
Desired R-I-C
(Ideal State)
Alumni are familiar with
OOTM and the logistics
of the program from
both the volunteer and
participant perspectives.
OOTM has to influence
alumni to come back and
get involved ensuring
them the benefits.
Alumni will feel a sense
of achievement by
helping OOTM succeed.
28

Channels
Print Digital Other
• Direct mail
• Newsletter
• Local newspapers
• Information packets
• Brochures
• Fact sheets
• Hand outs
• Website
• DVD
• Social media platforms
• Email newsletters
• YouTube Channel
• Special Events
• Face-to-face
• Phone Calls
• Monthly Calendar sign-ups
• Meetings
• Radio
30

Competition
Destination Imagination
Other after school programs
Additional recreational or extracurricular activities
Other volunteer opportunities
32

Competition
33
Odyssey of the Mind Website Homepage
Destination Imagination Website Homepage

Issues and Objectives
Group A
34

Issues Corresponding Objectives
Prospective audiences are unaware of
OOTM.
Increase brand awareness by 30% within
the next year.
OOTM lacks school enrollment in New
Jersey.
Increase school enrollment 10% within the
next year.
Students in participating schools do not
understand what OOTM is.
Position OOTM as the ultimate
extracurricular activity for students among
30% of existing associations within the next
year.
Existing associations are reluctant to
increase student participation.
Increase student enrollment by 15% within
the next year.
35

Budget
36
Budget
Objective 1 $1,620
Objective 2 $425
Objective 3 $1,825
Objective 4 $9,795
Total $13,665

Issue 1: Prospective audiences are unaware
of OOTM.
Objective 1.0: Increase brand awareness by 30% within the
next year.
Strategy 1.1: Prospective members and volunteers will recognize
the OOTM brand name.
– Tactic 1.1.1: Send motivational speakers/spokes people to
schools without the OOTM program established.
– Tactic 1.1.2: Create a referral program from past members and
participants of OOTM to show to possible new members.
– Tactic 1.1.3: Generate WOM through workshops at schools
without OOTM program to give prospective and generate hype.
– Tactic 1.1.4: Revamp website to be more user-friendly and
inviting to general public
– Tactic 1.1.5: Create new logo and color scheme to show a new,
unified front of OOTM.
37

Issue 1: Prospective audiences are unaware
of OOTM.
Objective 1.0: Increase brand awareness by 30% within the
next year.
Strategy 1.2: Create awareness of OOTM to general public
involved in student or childcare activities.
– Tactic 1.2.1: Bring OOTM alumni and activities after school
programs without OOTM. Provide practice problems and give
them a feel for the program.
– Tactic 1.2.2: Host an open house at OOTM centers and other
locations, provide practice problems and show who we are video.
38

Carryout Tactic, Objective 1
39
 Objective 1.0: Increase brand awareness by 30% within the next year.

40

Measurement, Objective 1
Objective 1.0: Increase brand awareness by 30%
within the next year.
Survey students at schools both with and without OOTM to
see if they know about OOTM.
Keep track of web traffic.
Track the number of people who attend events.
Compare the number of social media “likes” and “follows”
before and after plan implementation.
41

Issue 2: OOTM lacks school enrollment in
New Jersey.
Objective 2.0: Increase school enrollment by 10% within the
next year.
Strategy 2.1: Prospective members within a 20-mile radius of
each school with an OOTM program will recognize and be aware of
OOTM.
– Tactic 2.1.1: Invite schools and after school programs to schools
with OOTM programs in place to let them see firsthand.
– Tactic 2.1.2: Host a parents night information session at
prospective schools without OOTM.
42

Issue 2: OOTM lacks school enrollment in
New Jersey.
Objective 2.0: Increase school enrollment by 10% within the
next year.
Strategy 2.2: Promote OOTM through various media outlets.
– Tactic 2.2.1: Invite media outlets, TV, radio, newspaper, to
events through media advisories and releases to view OOTM
events and practices as well as information sessions to generate
buzz.
– Tactic 2.2.2: Record and distribute on social media Q&A and
testimonials from current members and alumni of OOTM.
43

44
 Objective 2.0: Increase school enrollment by 10% within the next year.
PSA Alert
For Immediate Release
April 21, 2014
Odyssey of the Mind Announces a Parents Information Session
FROM:
Odyssey of the Mind
Creative Competitions, Inc.
406 Ganttown Road
Sewell, NJ 08080
Start Date: July 16, 2014
End Date: September 16, 2014
Time: 30 seconds
Words: 93
Announcer: Are you looking for a fun activity to engage your children in that will be beneficial to their future? Odyssey of The Mind is
the program that can help your children succeed!
This program is the perfect way for your children to become involved in an exciting academic learning experience that will help
motivate them to think outside the box. Come out to our parents’ information session on Saturday, September 16th at Bowe School in
Glassboro from 5:00 to 6:30pm.
To learn more, call: (856) 256-2797
Or visit odysseyofthemind.com

Objective 2.0: Increase school enrollment by 10%
Track the number of people who attend events.
Track the media impressions.
Compare the number of school enrollment before and after
the plan.
45

Issue 3: Students in participating schools do
not understand what OOTM is.
Objective 3.0: Position OOTM as the ultimate extracurricular
activity for students among 30% of existing associations within
the next year.
Strategy 3.1: Create OOTM awareness to prospective parents.
– Tactic 3.1.1: Create and disseminate a “who we are” video to
establish brand awareness.
– Tactic 3.1.2: Advertise OOTM on Facebook and other social
media sites to highlight program benefits and experiences.
– Tactic 3.1.3: Attend “back-to-school-nights” with a table to offer
information to attending parents.
– Tactic 3.1.4: Create an electronic flyer and distribute it within the
school districts.
46

the next year.
Strategy 3.2: Demonstrate OOTM activities to various schools in
areas within 50-80 miles of a school with an OOTM program to
increase awareness among students and parents.
– Tactic 3.2.1: Hold school assemblies to demonstrate problems
through a mini-competition to get students excited sometime
within the school year.
– Tactic 3.2.2: Prepare a take away packet for students to take
home with them after demonstration to give to parents.
– Tactic 3.2.3: Hold month long competitions (classroom versus
classroom) for students to compete in during school hours.
47

the next year.
Strategy 3.3: Generate positive feelings towards OOTM within the
student body.
– Tactic 3.3.1: Hold an OOTM Showcase night at schools for teams
to show off their work to their community.
– Tactic 3.3.2: Encourage teachers and staff to promote the OOTM
program, and offer incentives for joining.
48

49
 Objective 3.0: Position OOTM as the ultimate extracurricular activity for students among 30% of
existing associations within the next year.

50

Objective 3.0: Position OOTM as the ultimate
extracurricular activity for students among 30% of
existing associations within the next year.
See how many students take part in the school
competitions.
Note the attendance at events.
Track web traffic.
Content analysis on media impressions.
51

Issue 4: Existing associations are reluctant to
Objective 4.0: Increase student enrollment by 15% within the
next year.
Strategy 4.1: Develop Alumni relations in each state with an
OOTM program.
– Tactic 4.1.1:Create an alumni database in each state for
recruiting and information assistance.
– Tactic 4.1.2: Create national alumni basis to promote OOTM at
national conferences, which will generate media hype.
52

next year.
Strategy 4.2: Create more opportunities for students to become
involved with OOTM.
– Tactic 4.2.1: Create online forums for competing and prospective
students to engage with each other.
– Tactic 4.2.2: Create a day Summer Camp Competition for
students to compete in through individual registration with a
chance to win a trip to the Annual World Championship.
53

next year.
Strategy 4.3: Eliminate the idea of “pre-selected” teams winning
to encourage more student participation.
– Tactic 4.3.1: Establish new volunteer roles to remove existing
problem-volunteers from major roles.
– Tactic 4.3.2: Generate more volunteers at schools who feel
teams are “pre-selected” to win.
– Tactic 4.3.3: Create an anonymity voting process to prevent
“pre-selected” teams from winning.
54

55
 Objective 4.0: Increase student enrollment by 15% within the next year.

Objective 4.0: Increase student enrollment by 15%
Compare enrollment numbers before and after the plan
Survey students asking about their experience with OOTM
57

Group B
58

Issues Corresponding Objectives
Potential volunteers lack knowledge of
Odyssey of the Mind.
Provide potential volunteers with
necessary information regarding Odyssey
of the Mind program.
Volunteers are unaware of the benefits of
volunteering.
Demonstrate positive outcomes previous
volunteers have experienced. (Resume
builder, prestigious organization, etc.)
Odyssey of The Mind cannot ensure
previous volunteers’ commitment for
future events.
Demand volunteers to verbally commit to
future events.
Current volunteers lack appreciation and
satisfaction with the volunteer program at
OOTM.
Increase satisfaction among current
volunteers, acknowledging their major
role in the organization and how they can
help further.
59

Issue 1: Brand awareness and recognition
among potential volunteers is low or absent.
Objective 1.0: Increase awareness of the OOTM brand in
select areas by 25% by month six.
Strategy 1.1: Educate local communities by defining the
organization and its programs and giving a basic understanding
about the benefits of OOTM.
– Tactic 1.1.1: Pitch local media outlets during times of OOTM
team practices in an effort to earn coverage and entice local
residents to get involved.
– Tactic 1.1.2: Post on local patch sites and related online
resources to highlight the OOTM teams in the area and how
prospective volunteers can get involved.
– Tactic 1.1.3: Ensure all participants in selected areas have basic
knowledge of the volunteer process so they can act as
ambassadors and spread awareness via word of mouth, social
networks, etc.
61

Issue 1: Brand awareness and recognition
among potential volunteers is low or absent.
Objective 1.0: Increase awareness of the OOTM brand in
select areas by 25% by month six.
Strategy 1.2: Position OOTM as a rare, once-in-a-lifetime
opportunity you can get involved in without competing on a team
(volunteering instead).
– Tactic 1.2.1: Establish social media networks to engage and
persuade local residents to get involved with volunteering for
OOTM (can also be used as a recruitment tool for participants).
– Tactic 1.2.2: Create folders specifically for volunteers containing
relevant information and resources for those interested.
– Tactic 1.2.3: Update website when necessary and ensure it
contains all relevant information, resources and contact
information for prospective volunteers.
62

 Objective 1.0: Increase awareness of the OOTM brand in select areas by 25% by month six.
Twitter Homepage Example
63

Facebook Flyer 64

Facebook Flyer
65

Facebook Cover Photo
66

Facebook Event Flyer
67

Objective 1.0: Increase awareness of the OOTM
brand in select areas by 25% by month six.
Entry surveys to establish a volunteer database
Media impressions
• Website traffic
• Following and engagement on social media
Attendance of events
68

Issue 2: Alumni are unaware of benefits that come
with volunteering.
Objective 2.0: Increase knowledge of benefits by 90% by
month 12.
Strategy 2.1: Emphasize that volunteering for OOTM is a chance
to make a difference and witness young, brilliant minds at work.
– Tactic 2.1.1: Designate a section of the website dedicated to
volunteer information ONLY. Include the benefits of volunteering
and other relevant information that will intrigue possible
volunteers
– Tactic 2.1.2: Create a monthly newsletter with one section
dedicated to highlighting benefits of being a volunteer, and
distribute to:
– Alumni
– Past volunteers
– Current volunteers
– Current competitors
– Past competitors 69

71
 Objective 2.0: Increase volunteer knowledge of benefits by 90% by month 12.

Objective 2.0: Increase volunteer knowledge of
benefits by 90% by month 12.
Website hits on portion of website for alumni
Analytics of newsletter
72

Issue 3: Retention rate of volunteers is low.
Objective 3.0: Retain previous year’s volunteers by 50% by
month 12.
Strategy 3.1: Maintain positive relationship with volunteers from
most current events to show they made a positive impact and are
valued.
– Tactic 3.1.1: Send personal thank-you emails/cards.
– Tactic 3.1.2: News release and media advisory,
– Tactic 3.1.3: Send personalized emails as events in their area
approach so they know they can be used again,
73

74
 Objective 3.0: Retain previous year’s volunteers by 50% by month 12.

75

76

Objective 3.0: Retain previous year’s volunteers by
50% by month 12.
Keeping track of retention rates through database
Welcome packet survey or questionnaire sheet
Surveys: post-competitions to measure volunteer activity
and discover attitudes/behaviors
77

Issue 4: Current volunteers lack appreciation &
satisfaction with OOTM’s volunteer program.
Objective 4.0: Increase current volunteer satisfaction by 50%
by the end of the year.
Strategy 4.1: Maintain better organization and communication in
the volunteer programs of the three selected states and allow
volunteers to help increase satisfaction within the program.
– Tactic 4.1.1: Keep constant communication with current
volunteers even when OOTM events are not being held.
– Tactic 4.1.2: Make the website more accessible for current
volunteers; make social media presence as well.
– Tactic 4.1.3: Current volunteers will feel appreciated with
consistent “Thank You” letters or cards.
– Tactic 4.1.4: Have pictures on website of individual volunteers
for their specific state and show how they are recognized within
OOTM.
– Tactic 4.1.5: Explain the benefits of volunteering with OOTM
such as having a volunteer section on a resume. 78

79
 Objective 4.0: Increase current volunteer satisfaction by 50% by the end of the year.

80
 Objective 4.0: Increase current volunteer satisfaction by 50% by the end of the year.

Objective 4.0: Increase current volunteer
satisfaction by 50% by the end of the year.
Surveys to measure volunteer attitudes or behaviors
81

Summary
Through primary and secondary research, we implemented what we
felt are the most effective strategies and tactics.
Examined and evaluated multiple ways to increase OOTM’s presence in
schools and increase volunteerism.
Generated various carryout tactics OOTM can use to accomplish its
goals.
83

Odyssey of the Mind Public Relations Plan

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (7)

Semelhante a Odyssey of the Mind Public Relations Plan

Semelhante a Odyssey of the Mind Public Relations Plan (20)

Último

Último (20)

Odyssey of the Mind Public Relations Plan