Strengths Outdoor Space (fields, lake, courts) Indoor Space (classrooms, gymnasium, stage) Involved parents, faculty and benefactors

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2 SWOT Strengths Outdoor Space (fields, lake, courts) Indoor Space (classrooms, gymnasium, stage) Involved parents, faculty and benefactors Weaknesses Lack of a swimming pool on site Lack of tradition (starting from scratch) Private School Stigma Opportunities Land Development (Lakefront, trails, buildings) Growth of School Threats Other Camps (New Life Camp, Finley Day Camp, SAS) Economy

3 Research Purpose: To aid in determining the problem our organization is facing as well as answer some important questions concerning the organization's background and mission. Use most effective strategies 1. Survey a. Medium through which we distribute it b. Who we give it to c. Persuasive wording 2. Fliers 3. Digital Media a. b. Facebook

4 Methods In-depth Interview James Ranieri, an extended learning director at Trinity Academy Purpose: To learn the background, mission, goals and organizational structure of Trinity Academy as well as gauge campaign goals and SWOT. Secondary Research Trinity Academy website Purpose: To further explore the learning methods utilized by the Academy, its mission and goals and our target publics. Survey Administered through and online login (login cards with link were also distributed in paper form) Purpose: To better understand the demographics of our target publics, their views on summer camps and communication usage.

5 Results In-depth Interview Goals-To create awareness of summer camp by 8% in June, to increase clientele Objectives Target Audience-Parents/students of Trinity Academy, local churches Strategies Tactics Secondary Research Mission Background of Organization Survey Cost Desired Activities Influence of Religion Need for Childcare

6 Goals & Objectives Goal #1: To create awareness of Trinity Academy's summer camp program by 8 percent by June 1st, Create a logo for Trinity Academy's summer camp which will reflect the organizations mission and goals. Create a template for newsletters and other collateral. Create a media message for use across all communication platforms that outlines the benefits of membership. Create a procedure for updating social media sites, blog, and website. Create a survey tool to administer to potential camp attendees and parents. Redesign and expand the summer camp page on Trinity Academy's website. *These percentage points are just estimates, but will be a good starting point for our campaign.

7 Goals & Objectives Goal #2: To establish clientele for Trinity Academy's summer camp program. Effectively utilize the media messages across all communication platforms. Create fliers advertising Trinity Academy's summer camp. Display the above fliers at Trinity Academy school, surrounding area churches, and other community bulletins. Send out an advertisement to all those currently enrolled at Trinity Academy. Establish a referral program.

8 Publics Purpose: To identify and define the targeted publics or audience in the campaign. The relevant publics for Trinity Academy Parents/guardians of the students attending Trinity Academy Children Attending Trinity Academy Local Churches Key Stakeholders Parents of attendees Attendees Head of the school Camp leaders/extended learning director

9 Media Selection Purpose: To identify the appropriate source of media with regard to the audience of the Trinity Academy campaign Communication channels-prioritized Online Media Trinity student, Trinity parents/guardians, local church members, stablish clientele interest (Example: TAR website) Social Media Examples: Facebook, Twitter, MySpace, LinkedIn, blogs Events Trinity Spring Festival Use summer camp invitation, flyers, posters, brochures to advertise Passed out at after school events: placement in main office

10 Media Selection Newspapers Press release sent to News & Observer Advertise in Local and State section Trinity Academy school newsletter, Asbury United Methodist Sunday bulletin/newsletter Magazines Carolina Parent magazine Get Ready for Summer Camp issue Triad Living magazine advertising placement Raleigh Metro Magazine advertising placement Radio KLOVE Newscasts, talk shows, jingles, commercials, PSAs Television News 14 Carolina, ABC 11, WRAL Commercials, PSAs

11 Message Development Main message: To raise awareness about Trinity Academy's summer camp by creating keywords, themes and craftng mesages to catch the attention of target publics. Slogan Motto: "For An Exceptional LIfe." Slogan: "Trinity Academy: Experience It All." Attention-getting device Use of new symbol: brochure, creative samples Message Creation Energy, Endurance, Strength, Participation Friendship, Connection, Leadership, Peer-to-Peer Relationships Radio: children's voices in the background, use of key words Photography to help visualize these characteristics Shown in brochure, fliers, posters, invitations, Facebook, LinkedIn, and Twitter accounts. Advertising placements in magazine

12 Strategies Purpose: To understand how people react to messages, process information and change their behavior as a result. Two-Step Flow Theory: Framing the flow of opinion from mass media to Trinity Academy's opinion leaders, then to the rest of the school population Opinion Leaders: Headmaster, Teachers, Parents, Church Leaders Information Processing Model: Six stages: Exposure, Attention, Comprehension, Yielding, Retention, Attitude Change Persuasive Communication: Source Credibility, Appeal to Self Interest; Clarity of Message, Content and Structure of Message Propaganda Techniques: Slogans, Plain Folks, Testimonials, Bandwagon Effect, Cardstacking, Transfer, Glittering Generalities

13 Strategies Purpose: To understand how people react to messages, process information and change their behavior as a result. Diffusion of Innovations: Relative Advantage, Compatibility, Complexity, Trialability, Observability Laggards, Early Adopters, Late Adopters Agenda Setting Theory: Public perceives messages as salient issues for discussion Framing Theory: Journalists stress certain attributes which influences publics understanding of issue Social Learning Theory: People learn certain behaviors by observing or imitating other people such as role models

14 Timetable Purpose: To assure that different components of our campaign are being implemented at the appropriate times. Table lays out what media selection will be layed out and when campaign components should be completed. Timetable spans from January 11, May 31, 2012 Early stages include: Creating social media accounts, updating Trinity media outlets, contacting media sources. Later stages include: Placing advertisements, reaching out to the community and hosting spring festival.

15 Budget Purpose: To identify the amount of funds available in order to manage and allocate them to specific tasks Tasks To allocate funds for promotional materials Direct breakdown of items and how they will affect the camp and its promotion To promote Trinity Academy as a summer camp that offers the same if not more than other summer camps while spending the minimal amount necessary.

16 Evaluation Monitor the progress of the campaign during the process. Purpose: To measure our progress on the number of surveys we get back and the feedback they provide Materials placement audit,inventory and media tracking Summative evaluation Purpose: To see both the strengths and weaknesses of the way the campaign was carried out refer back to budget,time-line and calendar Pretesting messages Purpose: To test out some of our ideas for promoting Trinity Academy's summer camp in order to evaluate their effectiveness. tracking number of hits through social media,short in depth

17 Creative Samples Invitation announcement for fall festival event

18 Creative Samples