Big%20Brother/Big%20Sister%20Program%20of%20Austin

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Big Brother/Big Sister Program of Austin
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The Problem

• In order to properly serve Big Brothers Big
  Sisters (BBBS), we must evaluate methodologies,
  explain the data collected and offer
  recommendations for future and promotional
  efforts given the budget constraints.  

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Agenda

• Consider the critical factors
• Evaluate previous research methodology
• What does the data tell us?
• What do we recommend?
• Conclusion
• Questions

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The Critical Factors

• BBBS is a nonprofit organization with limited
  funds that only allows for small advertising
  budget.
• Its advertising message lacks focus
• BBBS does not want to spend any more money on PSAs

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The Critical Factors (cont.)

• Popular misconception of the type of children
  enrolled in the program
• Poor program portrayal of the Big Brother/Sister
  role
• Insufficient amount of volunteers, specifically
  male

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The Critical Factors (cont.)

• In order to properly set goals and evaluate past
  programs, BBBS commissioned a local research firm
  to suggest problems and opportunities to the
  board.
• Ineffective overall research methods

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The Critical Factors (cont.)

• Although public misconceptions were identified
  through research, the board of directors did not
  want to change the existent public service
  announcements.

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Evaluation of MethodologyFocus Groups

• Strengths
• Discovers the programs public perception
• Offers qualitative information
• Provides starting point for further research

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Evaluation of MethodologyFocus Groups

• Limitations
• Can not be projected to general population
• Moderator biases
• Programs diversity is not represented accurately
  in focus group participants
• Not enough focus groups conducted

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Evaluation of MethodologyTelephone Questionnaire

• Strengths
• Provides quantitative information on several
  subjects
• Questions well structured
• Questions arranged in logical order
• Offers large range of information

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Evaluation of MethodologyTelephone Questionnaire

• Limitations
• Respondent external factors (i.e.. Increased
  wear-out, absence, multitasking)
• Facilitator biases
• Too long
• Lack of tailoring of survey to respondent
• Target audience should be better focused- Instead
  of random dialing the questionnaire participants,
  it would be more effective if a screening process
  were enacted in order to offer more effective

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The Story

• Data shows the participating kids are incorrectly
  seen as hoodlums, therefore not desirable.
• Perception of Big Brothers and Big Sisters as
  substitute parents which is contrary to BBBSs
  purpose
• Contradicting perception of the ideal volunteer
  as a college student with no spare time
• Overestimates concerning the amount of time,
  money, effort involved

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The Story (cont)

• Message is vague, melancholy, lacks focus and a
  target audience
• Cross-sex matching elicited a mixed response.
  Although most didnt find a problem with it,
  matching Big Brothers with Little Sisters
  received negative reactions and vice versa.
  Among top concerns were molestation fears and
  femininity worries.

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RecommendationsResearch

• Focus Groups
• Conduct a focus group of current members and ask
  for recommendations on how to spark interest in
  potential volunteers
• Develop stricter screening process to ensure a
  diverse focus group
• If budget allows, conduct more focus groups to
  get a better sample of population

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RecommendationsResearch

• Survey
• If budget allows, conduct additional survey
  specifically for current members to help form
  message
• Shorten questionnaire with focused questions
  geared towards issues raised by data illustration

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RecommendationsResearch

• Additional Research if budget allows
• In-depth Interviews with Big Brother/Sister and
  Little Brother/Sister to generate campaign ideas

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RecommendationsPromotion

• Message
• All new PSAs should focus on friendship,
  excitement and cheer vs. parenting
• Reposition kids as kids not criminals
• Must include a call to action
• Tone
• Not overdramatic
• No dark appeals such as fear, loneliness, or
  sadness

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RecommendationsPromotion

• Events
• To reach a large audience, hold events with
  sponsors and affiliates to raise awareness of new
  brand image.

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RecommendationsTargeting

• Target your messages towards niche markets
• Participation as part of degree requirements for
  education and social work majors
• Negotiate partnership with teach for America
  hopefuls
• Churches as additional point of contact for
  advertising and recruitment
• Continue corporate sponsorships and develop a
  climate of cooperation with their employees

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Conclusion

• In conclusion, after evaluating BBBSs current
  research methods and findings, we suggest a
  two-fold strategy involving the refinement of
  current research efforts and launching new,
  inexpensive techniques in order to collect more
  conclusive data. With left over budget, the new
  BBBS campaign should focus on motivation and
  friendships with an up-beat tone.