Table of Contents

Executive Summary - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 2
Situation Analysis - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 3
Target Audience - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 4
Objectives - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 5-10
Implementation - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 11-14
Timeline - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 15-16
Budget - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 17
Research - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 18
Evaluation - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 19
Conclusion - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 20
Future Goals - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 21-23
Our Team - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -24

Executive Summary

Situation Analysis

Orphanage Support Service Organization (OSSO) is set on blessing the lives of children who are not fortunate
enough to live in a home with loving parents. There are many children who are given love, support and hope of a
promising future because of OSSOs efforts.

Orphanage Support Services Organization has great capacity and desire to benefit the lives of children
throughout the world. The children served by OSSO are in need of loving hearts and helping hands in the form
of volunteers who will give quality time and generous donations to provide basic needs. A mission to provide love,
food, shelter, and many other necessities cannot be fulfilled without community. There are so many strengths
within OSSO that we recognize and would like to develop.

We hope to contribute to this organizations efforts with a series of objectives tailored to OSSOs needs. The
structure of our plan includes increasing community awareness of OSSO, generating greater interest for volunteer
participation, and acquiring donors to support orphanages. The Fall season will be the focus of this campaign.

We are impressed with OSSOs powerful messages, social media management, and faithful alumni. Written
content and images shared on this organizations media sites are clear and impactful. We love the quote on the
OSSO webpage Hold a hand, change a life. Social media platforms like OSSOs Facebook and Instagram
pages have a strong base of followers. Target audiences are provided with frequent posts to stay updated with
OSSOs activities. The connections alumni have built with this organization are deep and long lasting. These
strengths enable us to develop strong objectives to address improvement.

Hold a hand, change a life. This powerful message shared on the OSSO website can have a worldwide effect. As
our agency unites with Orphanage Support Service Organization our goal is the organizations goal and this is our
common message.

In order for OSSO to reach its full potential, it needs commitment and support from outside sources.
There is great brand potential with the amazing content OSSO has written. Hold a hand, change a life can
be a tagline and key message for the OSSO brand. this line is catchy and inspiring. As the brand is developed,
community presence will be enhanced. Local involvement is a crucial element for success and will expand the
OSSO community. Social media platforms used by OSSO are strong in that they are used frequently and have
a strong base of followers. We will discuss ways that the messages put out on these mediums are tailored to the
target audience. Awareness and support from the community will be increased as we make adjustments.
The past struggle to secure adequate volunteers and donors for the Fall season are battle scars
that can make OSSO stronger. This is truly a worthy fight and it can be won. Failure is always a possibility, but we
can combat the difficulties that come with the Fall because we have a solid plan of execution.
With our help, this incredible organization can thrive and continue to support children all over the world.

Target Audience

Objectives

Primary Audience:
Female high school students and College students between the ages of 18 to 24 in the
Rexburg, Idaho area.

Objective 1:
Create greater awareness and community presence.
Rationale: We conducted research on a small scale to provide
anecdotal information regarding the community awareness of OSSO.
Based on the results of our survey research (detailed in the research
section) we determined that awareness needs to be increased. This
objective is very important to create a local presence.

Secondary Audience:
Female high school students and College students between the ages of 18 to 24 in the
western United States and part of Canada.
Local businesses and families in the Rexburg area.

Strategy 1:
Implement media strategy that will increase awareness particularly
among students between ages 18 and 24.
Tactic 1:
Recruit alumni to share photos, videos, and stories about thier
experience. On all social media where OSSO has a presence, there could
be weekly volunteer spotlight. The spotlights purpose is to encourage
others to volunteer based on the experience of others their age.
Using a hastag such as, #holdahand

Objectives

Objectives

Tactic 2:
A connection to the children in orphanages would draw interest. A
volunteer could interview one of the children and post a spotlight
on social media like Facebook and Instagram. This would allow
a special connection to form with followers without the need of a
photo. (As seen to the right)

Objective 2:
Increase donations in the Fall.

Using a hastag such as, #changealife

Strategy 1:
Implement October for Orphans community challenges.

Rationale: Company experience has proved that donations and volunteers

decrease drastically in October and November. These strategies will help
combat this drop.

Strategy 2:
Alumni will be a great resource to help generate interest.

Tactic 1:
Involve local schools with a coin-collecting project lasting for two weeks. An
alumni video could be shown at the beginning of this challenge in classrooms to
promote excitement.

Tactic 1:
Involve alumni in local activities that promote OSSO. For the
months of October and November, use a spokesperson in schools to
promote volunteerism, awareness, and donations.

Tactic 2:
Make company apparel easily accessible for purchase online. The sale of
products would help raise funds during the Fall. Advertising products on social
media will increase sales.

Tactic 2:
Prominently display program alumni testimonials on OSSO website
to generate new volunteer interest. Videos displayed on the OSSO
homepage, Facebook, and Instagram will increase interest of site
visitors.

Objectives

Objectives

Strategy 3:
Implement November Orphan Awareness Month activities.

Objective 3:
Increase OSSO volunteer interest for the Fall

Tactic 1:
Record success of activity in Rexburg during October for Orphans.
Experiences from the month could be shared on OSSOs social media
pages to create excitement during Orphan Awareness Month.

Rationale: OSSO has experienced a drop in volunteers during

the Fall season. The following strategies will help increase volunteer
numbers.

Tactic 2:
Post educational messages and facts on social media to spread awareness.

Example of social media banner:

Example of Intern social media

banner or poster:

Strategy 1:
Provide opportunities for local involvement.
Tactic 1:
Local volunteer opportunities would be beneficial in helping
with community awareness and involvement. This would provide
manpower to carry out projects like the shoe collections.
Tactic 2:
Create an OSSO office internship that will allow students to
implement ideas for fundraising that are cost effective and
repeatable. Interns could develop material on the website and help
increase Search Engine Optimization.

Objectives

Implementation

Strategy 2:
Offer Fall promotions for volunteers.

Overview:
Execution of the objectives discussed will be carried out to improve community awareness of OSSO, increase
donations in the Fall, and increase volunteers in the Fall. We have designed powerful steps to achieve the desired
support in the community and abroad.

Tactic 1:
Advertise a lower program rate to increase interest and likelihood of
securing volunteers.

Step 1:
Strong connections with OSSOs local community will lead to success in the regions this organization supports.
Members of OSSO alumni can be used as spokespersons.

Tactic 2:
Advertise to BYU-Idaho students that could volunteer on their off-track.

Weekly volunteer spotlights can be obtained and used to increase awareness and interest. Contact alumni
and invite them to share a Hold a hand, change a life moment. This can be done as a video, short story, or
approved photo. Moments can be sent to social media administrators for approval and posted as testimonials on
Facebook, Instagram, and Pinterest. Images and videos on these platforms effectively engage followers.
Posts should be made Monday, Friday and/or Saturday between 8pm and 11pm for greatest views.
Current volunteers on site, in orphanages, can interview children and send interview responses to an OSSO social
media administrator for approval. Volunteers can ask the kids about the activities they are doing, their favorite
color, and their favorite toy. In lieu of a photo of a child, a drawing of theirs could be posted. Spotlighting a child
with a fun interview will help OSSO followers develop a connection with the kids.
Using a spokesperson, such as an alumni, will generate greater community interest. There is a need for volunteer
and donation increase in the Fall. During this time, particularly in October and November, recruit a member of
OSSO alumni to volunteer locally as a spokesperson.

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Implementation

Implementation

Step 2:
October for Orphans will involve community activities to get people excited about OSSO. A school sponsored
fundraising activity will take place to support OSSO. The video outlined above can be used in the schools
morning announcements at this time. The video will include an alumni spokesperson giving a brief testimonial
of their experience and explaining the importance of donating. This is the protocol for submitting a video and
implementing a fundraiser in a Washington school district.

Step 3:
Increasing OSSO international volunteers will be easier when community members are experienced with the
organization locally. The Urban Institute has done research that suggests that familiarity with the culture of an
organization will increase volunteer retention and volunteer recruits. Based on this research, we propose that OSSO
offers local volunteer opportunities.
Local volunteers could help with projects like collections. When the children OSSO benefits are in need of shoes
and clothing, volunteers can collect donations in the community. This type of experience will give community
members the opportunity to know the culture of OSSO and increase desire to serve abroad.

Washington state school district protocol exampleTo set up fundraiser in a high school:

1. Nonprofit partners with a school service club to run fundraiser (like key club)

2. The club will be responsible for collecting donations

3. At the end of the fundraiser, the club will write a check for the nonprofit

We believe that offering a local internship will have an impact on volunteer interest. The most important function
of OSSO is to support the needs of children in orphanages. As an organization, OSSO does this beautifully. A
communication intern will enhance this effort with the skills they could offer.

To set up advertising in school:

1. Nonprofit would provide video to school club

2. School club would submit the video to administrator for approval

3. Video would be shown in the schools morning announcements sponsored by the school club

Interns could focus on increasing search engine optimization, developing irresistible website design, carry out
innovative local initiatives for fundraising, work on video productions, work on volunteer increase, and even manage
local volunteers. As an unpaid internship, this position will supplement the efforts and success OSSO experiences.

Trends, like Novembers Orphan Awareness Month, can be used to generate and continue excitement from
October. As this is a national awareness month, it can have a national stretch. During November, OSSO can
share its triumphs from October for Orphans. Alumni based all over the United States can spread awareness and
education about their experience.

To set up BYU-Idaho Communication internship:

1. Define tasks of intern

2. Commit to allow internship for at least seven weeks

3. Must accumulate 150 hours of experience (over seven week period or longer)

4. Designate a mentor who can oversee intern and assist them with projects or questions

5. Once steps 1-4 are completed, Contact Joel Judkins, Communication Department Internship

Coordinator, to make the internship official.

Email: judkinsj@byui.edu

Phone: 208-496-3708

Throughout October and November, encourage alumni to submit testimonials to OSSO media specialists. These
videos should address October for Orphans and November Orphan Awareness Month specifically. This content
should be displayed on OSSOs webpage, Facebook, Instagram, and Pinterest.

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Timeline

Implementation

Timeline 2016:

During the Fall season, volunteers need all the incentive they can get to go abroad. Offering a reduced rate for
this season will increase the interest of volunteers. One of the problems we anticipate for this season is school
scheduling. The schedule is not conducive to volunteer opportunities abroad.

January:
1. Begin advertising for an intern to work in the
OSSO office during the Spring semester.
2. Contact OSSO alumni and encourage
testimonial submission. This can be as
easy as a video taken on a smartphone.
3.Post weekly spotlights Hold a hand,
change a life moments of volunteers
and the children they are impacting.

As the OSSOs main office is located in Rexburg, it makes sense to obtain volunteers from BYU-Idaho students.
Conveniently, there are thousands of students off-track each Fall. There is a portion of students that dont have
plans for this time. Prior to the Fall semester, starting in May, advertise the need for volunteers for the season.
Off-track students will consider OSSO as an option for their time off. This would be a great time to display
testimonials of BYU-Idaho students who have been OSSO volunteers. They can talk about their service with
OSSO during their time off school. Advertisements can be posted on social media platforms and flyers can be
distributed in the community targeting these students.

February:
1. Put Winter intern(s) to work on projects that
will increase search engine optimization or social
media interaction.
2. Involve local volunteers with any community
projects such as a clothing or shoes drive.
3. Post weekly spotlights Hold a hand, change a
life moments of volunteers and the children they
are impacting.

These comprehensive steps will give OSSO the ability to thrive. A strong support system in the United States will
strengthen the efforts of OSSO volunteers abroad.

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March:
1. Select an intern(s) for the Spring semester.
2. Post weekly spotlights Hold a hand, change a
life moments of volunteers and the children they
are impacting.
April:
1. Spring intern can start work to help with any
desired project.
2. Continue collecting volunteer testimonials.
3. Post weekly spotlights Hold a hand, change a
life moments of volunteers and the children they
are impacting.
May:
1. Begin advertising to BYU-Idaho student with a
Fall off-track.
2. Collect testimonials from BYU-Idaho students
who volunteered with OSSO.
3. Continue communication with OSSO alumni.
4. Post weekly spotlights Hold a hand, change a
life moments of volunteers and the children they
are impacting.

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Budget

Timeline
June:
1. If there are funds to order apparel for the Fall
fundraiser, like T-shirts and posters, these will be
ordered.
2. Advertise for a Fall intern(s).
3. Post weekly spotlights Hold a hand, change a
life moments of volunteers and the children they
are impacting.

September:
1. Work with service club in local high school to
implement October for Orphans fundraiser.
2. Begin video production for October for Orphans
school advertising.
3. Post weekly spotlights Hold a hand, change a
life moments of volunteers and the children they
are impacting.

July:
1. Advertise upcoming Fall discounts to volunteer
abroad
2. Select Fall intern(s).
3. Post weekly spotlights Hold a hand, change a
life moments of volunteers and the children they
are impacting.

October:
1. Carry out fundraising in schools.
2. Collect experiences from participants to be shared
in November.
3. Advertise OSSO apparel on webpage and social
media platforms for community support.
4. Post weekly spotlights Hold a hand, change a
life moments of volunteers and the children they
are impacting.

August:
1. Take time to collect material to advertise for the
upcoming Fall events.
2. Post weekly spotlights Hold a hand, change a
life moments of volunteers and the children they
are impacting.

December:
1.Post weekly spotlights Hold a
hand, change a life moments of
volunteers and the children they
are impacting.
2.Share Christmas experiences
from OSSO efforts abroad.

The strategies we have developed are designed to function with little to no budget.

Novementer:
1. Post experiences from October.
2. Post educational facts about OSSO and orphans.
3. Advertise for Winter Intern.
4. Post weekly spotlights Hold a hand, change a
life moments of volunteers and the children they
are impacting.

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Research

Evaluation

Primary Research: Focus Group

Secondary Research: Effectiveness of testimonials

We surveyed a small group of students that

attended a forum held by the International
Studies Society. We rationalized that
students in attendance should know about
OSSO because of their involvement with
international programs. Out of 20 students
surveyed, 45 percent had heard of OSSO
and only 5 percent knew of their Main
Street location.

Testimonials have been used commonly in advertising and have proven to be very successful,
when done correctly. The people portrayed should feel real and authentic. Advertising
expert, Shafri Mohamad, has said this about testimonials, The approach is taken because
they seem to add credibility and genuineness to the advertising. Thus, more often than
not historically they have been successful provided the `rules are followed,. (For more
information: http://search.proquest.com.byui.idm.oclc.org/docview/266818463/
E9188840AD9B4227PQ/1?accountid=9817)
The primary target audience for this campaign includes 18 year old females in high school
and 18-24 year old college students of both sexes. According to app statistics of Instagram and
Pinterest, about 68% of account holders are females. Over 90% of Instagram account holders
are between 18 and 34. Facebook is the top social media site for teenagers in the United States.
These are mediums used by OSSO that will be very effective in reaching its target audience.
(For more informaiton: http://www.businessinsider.com/instagram-demographics-2013-12)

The objectives that we are proposing for OSSO take a strong brand and make it recognizable. This goal can be
accomplished by increasing community awareness and defining OSSOs presence. As brand recognition increases,
community involvement, donations, and volunteerism should increase.
Success of goals can be measured by:

-Donation increase in October and November

-Volunteer increase throughout the Fall

-New Social Media followers

-Number of new testimonials submitted

-Number of likes each testimonial video receives

-Number of website visits

-Internship implementation
By monitoring these measurements, we can verify the impact of OSSO in a tangible way.

The website, Nonprofit Hub, is a great resource to find campaign strategies that have produced
results for nonprofit organizations. One of the tips provided on this web page is to take
advantage of designated days highlighting your cause. Orphan Awareness Month is November
and is an opportunity to educate and generate community interest. (For more information:
http://www.nonprofithub.org/social-media/the-top-4-nonprofit-social-media-campaigns-of2013-and-what-you-can-learn/)

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Conclusion

Future Goals

As people become aware of the OSSO opportunities there will be an increase of both volunteers and donors. The
testimonial videos created will give a sense of authenticity to not only the program but the people who support
it. The local volunteer opportunities will give more people the chance to be involved who may not be able to
volunteer otherwise.

Objectives to implement in the next five years

Future Objective 1: Expand fundraising initiatives locally.
If there is success, these ideas can be implemented to include a
larger geographical area.

Increased involvement will mean that more people become familiar with OSSO. The effects will continue by
word of mouth and through social media. OSSO wont have to worry through the Fall months but will be able to
confidently lead through the entire year. OSSO on THREE! ONE! TWO! THREE! OSSO!

Strategy 1:
Partner with businesses to raise money.
Tactic 1:
Design a discount card for community members to purchase
and wear in October. The card will be advertised on OSSO
webpage, social media platforms and in local businesses. Its
purpose will be spread awareness about OSSO and its mission.
Tactic 2:
The card will advertise for local businesses, and in exchanges,
businesses can offer discounts. Card will be valid throughout
the month of October. This provides incentive for community
members to buy a card and for businesses to contribute to
OSSOs cause.
Strategy 2:
Implement December fundraiser

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Tactic 1:
Advertise the sale of a bear ornament representing OSSO and
the help they give to children not only at Christmas time, but
throughout the year.
Tactic 2:
Recruit an OSSO alumni member to be a spokesperson for
this fundraiser. They can be involved in advertising and selling
ornaments.
Future Objective 2: Increase social media efforts to draw
interest from potential volunteers.
Strategy:
Start a contest at the designed to last for one month.
Tactic 1:
The contest will be to increase followers on social media. For
example, Facebook. Set a goal to increase followers by 10% in
one month.
Tactic 2:
Advertise a t-shirt giveaway that will happen at the end of the
month if goal is accomplished. The winner will be selected
from the people who liked the page during the contest.

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Future Goals

Future Goals
Additional Research:

Secondary Research Continued...

Survey method:
To find out about community awareness of OSSO:
1. Partner with high school service group (like key club) to
conduct a random sample survey to determine awareness
among high school seniors.
2. Use OSSO intern to conduct random sample survey or focus
group on BYU-Idaho campus to determine awareness.

According to research, the best days to post on Facebook,

Pinterest, and Instagram are Monday Thursday, and Friday.
It is advised to post between 8pm and 11pm for greatest
likelihood of shares and clicks. (For more information: http://
www.quicksprout.com/2015/01/02/what-are-the-best-timesto-post-on-social-media/)

Secondary Research:
More on testimonialsWithin testimonials, there is a debate between the effectiveness
of using celebrities versus typical people. A study was
conducted to test this theory and in fact found the testimonials
of typical people to be more effective because they seem
to be more genuine. Testimonials are also a cost effective
way to promote products because you dont need to hire
actors or elaborated visual graphics teams. Testimonials
are an effective way to project your message. (For more
information: http://search.proquest.com.byui.idm.oclc.org/

Additional Designs:

The Urban Institute did research on what impacts volunteer

retention and increase. They found that the more involved
volunteers could be with organizational tasks, the more
likely they were to recruit other volunteers and continue
volunteering. (For more information: http://www.urban.
org/sites/default/files/alfresco/publication-pdfs/411005Volunteer-Management-Practices-and-Retention-ofVolunteers.PDF)

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Our Team
Team Manager- Makenzie Stevens
Presenter/Designer- Kyle Braby
Designer/Research- Solana Curtis
Copywriter- Trevor Clayton

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