Circle K International Media Plan from the COM319 course at Lasell College.

1. Circle K International:
Increase Membership
Shannon Murphy

2. Circle K
 Circle K International is the largest international
community service and leadership organization.
 They are affiliated with the Kiwanis Club and each CKI
club has a sponsor club.

3. Benefit to Client
 Larger membership in our club
 More help with projects and fundraisers
 Officers to delegate other tasks to
 Establish a known club on campus

4. Table of Contents
 Level Set
 Strategy
 Media Plan
 Media Details
 Summary
 Next Steps

5. Level Set
 Circle K is a new community service club on campus and we are looking
to expand membership
 Circle K International Membership
 Goal – Establish a club that is well known on campus and increase the
number of members
 Measurement of success- The number of attendees that we have and how
many projects we complete.
 Target- Lasell College students interested in community service/ former
Key Club members
 Budget- $100
 Timing – October 12- December 15th

6. Strategy
 I will reach out to the Lasell Community to encourage
them to get involved in Circle K, even if it just means to
go on our service trips and not all meetings.
 Lasell is a very service based school, finding students
with similar views and a passion for community service
 Show how we stand out and differ from other service
clubs on campus

7. Justify Strategy
 Circle K is the premier collegiate community service
and leadership development in the world.
 There are over 13,770 members in 17 nations
 Circle K is the college equivalent to Key Club and
Kiwanis Club.

8. Partners

9. Media Plan
Media Outlines October November December
Broadcast ----- -----
OOH ----- ----- -----
Mobile ----- ----- -----
Direct ----- ------ ------
Social ----- -----

10. Media Execution Timeline
Date
 October 12
 October 31
 November 4th
 November 20th
 December 5th
Project
 First Meeting
 Halloween Grams
 Kiwanis Silent Auction
 Volunteer at Food Bank
 KPTI Day

11. Media Details

12. Broadcast
Strategy
 Use the Lasell College Radio
station to reach students
Tactic
 Use the radio station to
create ads for events and
projects we are hosting.
 Play the ads on the station
for listeners at home and in
Valentine Dining Hall

13. Justification
 Lasell College Radio reaches hundreds of Lasell
students a day by broadcasting through the dining hall

14. OOH
Strategy
 Fliers throughout the
buildings on campus
Tactic
 Create posters that stand out
and are appealing and post
them throughout the
buildings on campus
 Post the fliers in the CCBL

16. Justification
 The Center for Community Based Learning is
the main place that students go when looking
for service projects to do. Our club advisor,
Sharyn Lowenstein is based in the CCBL.

17. Digital
Strategy
 Create profiles on several
social media outlets.
Tactic
 Delegate a member to be the
Social Media Chair and have
them create and post on
various social media outlets
to get the word out for club
meetings and events

18. Justification
 Through posting on social media, that will give us our
owned media and an opportunity to reach other
audiences. It also gives an opportunity for earned
media if members or others share the photos we post.
This is a way to get the word out about different
projects we are doing.

19. Direct/Demand
Strategy
 Word of Mouth contests
Tactic
 Create a contest for
members to bring the most
friends with them to two
consistent meetings. Winner
gets a gift card.
 Encourage friends to come
to the meetings as an officer

20. Justification
 People will get their friends to come to a meeting if it
means that there is a prize involved. The member that
brings in the most friends to a meeting will win a gift
card.

21. Mobile
Strategy
 Send reminder texts to
members.
Tactic
 Create a group chat for all
active members and send
out a reminder text before
the meetings

22. Justification
 College students spend most of their time on their
phones. If it is a direct text message they are more
likely to read it right away and even get back to us.

23. Social
Strategy
 Host an off campus service
trip
Tactic
 Spend a day at a food bank,
shelter, etc. to build a bond
between club members to
keep them in the club

24. Justification
 Members will be more likely to come back and stay in
the club if they have had a good experience and feel
that their time is being used properly. Volunteering and
using time to bond with one another will keep members
happy and interested in the club.

25. Search
Strategy
 Purchase an ad spot on
Google search
Tactics
 Have the Lasell Circle K
page come up when key
words are searched
 “Circle K” “Lasell”
“Community” “Service”
“Leadership”

26. Justification
 When the key words are typed into Google, the Lasell
Circle K Facebook page will be the first thing on the list
giving people the opportunity to make us their first
consideration when thinking of doing service projects.

27. Guerilla
Strategy
 Offer rewards for going to
meetings
Tactics
 Offer discount on DCON if
you have perfect meeting
attendance
 Hand out “scratch tickets”
and the winners will need to
go to a meeting in order to
get their prize

28. Justification
 People will attend the meeting if it meant that they were
going to win a prize. In order to get them to come back,
have a fun service project during that meeting and ask
them to fill out a survey.

29. Multi Step Marketing

30. Justification
 Iron Mountain Blogs says to “Use more than one
communication channel” in order to have a successful
Multi-step Marketing campaign

31. Content Marketing
Strategy
 Create a video on why to join
the club
Tactics
 Use video that is shared on
the Facebook pages about
the club
 Showcase the projects our
club has done, our affiliation
with the Kiwanis Club, and
the member experiences.

32. Justification
 Some people are hesitant to join clubs because it can
be seen as “uncool”. Showing a video on the club
members and what we do will inspire people with
similar interests to join the club.

33. Marketing Automation
Strategy
 Send emails to people who
have signed up for the club
Tactics
 Include a link to Orgsync
 Send the email again to
those who didn’t click
 Send a last chance and
remove those who didn't’t
click from the email list
 Send a different invite to
meetings to those who
signed up

34. Justification
 Students who are not interested in the club will be
irritated with getting emails from the club once are twice
a week. With marketing automation, we will be able to
target the members who are interested and remove
those who are not from the email list.

35. Paid, Earned, & Owned
Strategy
 Paid- Video and Google
Search
 Earned – Shares, Likes
 Owned- - Instagram and
Facebook posts
Tactics
 Create a video and post it on
all of our social media
outlets.
 Post our events, contests,
and projects and encourage
our friends to share it in
order to get others involved

36. Owned
Paid
Earned

38. Justification
 This connects with some of the other media details.
Earned and owned media will be used more often.
Earned media is a good way for other members of the
Lasell community to see what we are doing and it gives
them a chance to get involved if it is something
interesting to them.

39. Inbound Marketing
Strategy
 Draw potential members in
though social media posts
Tactic
 Post in the Facebook groups
about meeting times and
what we are planning on
doing for the meeting.
 Include photos of service
projects we are doing that
day.

40. Justification
 Students are more likely to make the first step to join
the club if it is easily accessible to them. If they can
visualize the service projects that we are doing and
relate to them they will make the move to come to a
meeting.

41. Events
 Halloween Candy Grams
 KPTI Day
 Relay for Life Hair-CutAthon

42. Campaign effectiveness
 Holding a contest for current members to bring in their
friends will be most effective.
 I will gave a gift card to Starbucks to the member that
recruits the most of their friends.

43. Media Plan Summary

44. Summary
 Using various on campus sources such as the CCBL,
Orgsync, and OSA we will increase our membership
and member dedication to the club. With this, we will
also be able to complete more service trips and
projects to help better our community.

45. Media Plan Next Steps

46. Next Steps
 Attend the Spring Activities Fair
 Use Marketing Automation to gain members
 Post fliers
 Hold weekly meetings

47. Thank you