BOLD CITY COMMUNICATIONS

Bold City Communications is an agency that was established in 2010. We are focused
on bringing success to our clients and always put their needs are first. We use ethical,
innovative and smart tactics to earn exceptional results for our clientele. We offer full
public relations services, such as traditional media, social media, crisis communications,
special events and more. We provide our clients with a professional environment that
encourages teamwork, creativity and enthusiasm. We have been known to
acknowledge
and seek out underlying issues within other companies and
organizations. We promise to help you become the business that youve always
intended.
President/Event Coordinator/CEO
Katie Ouellette has been in the public relations industry for a little over five years now.
Her skills in communication and and execution in decision making make her a great
CEO and event manager for this company. Katie has her Bachelor of Science degree
from the University of North Florida as well as an MBA from the University of Florida.
Establishing client based relationships and showing her clientele the importance of
communication is her mission within Bold City Communications.
Director of Communications/CFO
Alia Aweis discovered her passion for communications early on and pursued a degree
in public relations, and since then has been practicing professionally for five years. She
mixes her love for the community with her communication skills to produce genuine
work while specializing in nonprofit organizations. Honesty and ethics are very important
to Alia. She holds herself to the highest standards of ethics. Alia has her Bachelor of
Science in communication, qualifying her as director of communications at Bold City
Communications.
Chief Client Officer
Heather Smith has been a public relations professional for five years. She received a
Bachelor of Science in Communication, concentrating in public relations from the
University of North Florida. She also has advanced degrees in communication and
engineering physics from Auburn University. Heather has previous experience in
informal STEM education programs for children in preschool through 12th grade. Her
enthusiasm for teaching children and communicating effectively in the city of
Jacksonville is an invaluable asset to Bold City Communications.
Co-founder/ Campaign Coordinator/ Chief Creative Director

Kelley Layton is a University of North Florida alumna and is also a PRSA member. She
is one of the founding members of Bold City Communications and has helped
spearhead major cases all over North Florida. Kelley is unique to this case because she
has first-hand experience and success in a program almost identical to Swoop to
Success. She specializes in creative technique in digital arts and advertising. Kelley
also manages and helps coordinate all BCC events. Kelleys mission is to combine her
passion and expertise in the PR field to go above and beyond her clients expectations.
Co-founder/ Social Media Strategist
Gabrielle Gonzalez co-founded Bold City Communications upon graduating from the
University of North Florida with a Bachelor of Science in Communication, with a
concentration in public relations and a minor in film studies. With wide-ranging
knowledge of technology and pop culture, Gabrielle ensures Bold City Communications
keeps up with digital trends. Her attention to detail is complimented by her vigor for
creativity. Gabrielle fuses her professionalism and youthfulness to bring fresh ideas to
Bold City Communications.

Past Clients
-Sweet Theory Co.
-Sweet Petes
-Mayo Clinic
-Museum of Science and History

Letter From the Director

From all of us at Bold City Communications, we would like to thank the University of
North Florida for allowing us the privilege to create a campaign that highlights the
benefits of higher education and emphasizes equal opportunity. BCC and UNF share a
commitment to opening doors to higher education for children who believe college is out
of reach for them.

BCC is comprised of five dedicated professionals with a background in public relations.

We have created a campaign that focuses on bringing more attention to students who
may not be aware of their potential. We intend to share UNFs ideals through engaging
social media, multiple events and interactive activities with our prospective students.
We have taken the time to gather information to develop a concrete understanding of
our audience's needs. With our in-depth understanding of media relations, we have
created a campaign specifically tailored to our demographic and the achievements of
young students. We intend to collaborate with C.A.M.P Osprey, a local UNF mentorship
program to work with students on developing and mastering their leadership skills while
informing them about the opportunities that UNF has to offer.
Swoop to Success is a six-month campaign that is ready to launch in December 2016.
Our goal is to increase awareness of the scholarship and financial aid opportunities
available at UNF by bringing the Osprey community to local students and parents in
Duval County.
Bold City Communications would like to thank you again for allowing us this opportunity.
Lets Swoop to Success!
Sincerely,

Katie Ouellette
Campaign Director

Client Background:
The University of North Florida is a public university in Jacksonville, Florida that was
established in 1972. UNF sits halfway between Downtown Jacksonville and the Atlantic
Ocean. The campus is on a sprawling 1,381 acres that is neatly situated amongst lakes,
nature trails and wildlife.
UNF values the importance of individualized attention when receiving an education. In
2016, the Princeton Review named UNF to its list of colleges considered to be Best in

the Southeast. UNF also has the second highest rate of first-year employment or
graduate attendance across the State University System.
In recent years UNF has spent $200 million making various renovations to help improve
campus life. These renovations include the creation of a recreation and wellness center,
building more classrooms as well as a new residence hall. UNF prides itself on the
development and comfort of its students and focuses on the importance of this
institution as a whole.
Not only does the incoming freshman class boast the largest enrollment in the history of
UNF, the quality of the enrolled is also at a record-level. The incoming class has an
average high school GPA of 4.02 and an average quantitative and verbal SAT score of
1,218, said in the presidents address on UNFs website.
UNF also offers an award-winning Collegiate Achievement Mentorship Program, also
known as C.A.M.P. Osprey. C.A.M.P Osprey provides students the utmost level of
college-readiness. The program focuses on three goals: mentorship, leadership, and
on-campus immersion. The program is run by UNF students who are working towards a
minor in leadership. C.A.M.P Osprey currently mentors students at nine schools in
grades K-12 in Duval and Putnam County.

S.W.O.T
Strengths:
Powerful mission, with a productive student body
Dedicated to student involvement and improving the life of UNF future graduates
Create more diverse campus population
UNF was ranked in The Princeton Review as one of Americas top five Best
Value colleges in 2006, 2007, 2009, 2011.
UNFs geographical location makes it a great destination for prospective students
in the surrounding areas; the school is located halfway between the beach and
downtown Jacksonville.
Freshman at UNF no longer have to live on campus
Facilitates many extra curricular activities on campus and off (i.e.UNs game
room, athletic facilities, The Fountains, and more.)
UNF offers a plethora of scholarships already; UNFs website lists 33
scholarships offered by the University, 23 of which are need-based. This number does

not include scholarships offered by each college at UNF, or the number of athletic
scholarships.

Weaknesses:
UNF doesnt have as much brand recognition as bigger schools, such as UF or
FSU.
Not as financially capable to renovate and improve as much as other schools
Unable to expand exponentially because the school is located on a nature preserve
Due to the size of the university there arent as many degree programs offered.
Not a desired school to Florida residents because of the lack of a football program or
national coverage

Opportunities:

To make college a reality for minorities across Jacksonville

Becoming more innovative and diverse throughout UNF
Able to increase UNFs brand recognition
Educate students and parents on financial aid and scholarship options
Expand UNFs C.A.M.P. Osprey Program

Threats:
FSCJ getting potential students.
Due to the rising popularity of online degrees, more students are attending online
universities.
Students not considering college as an option due to financial restrictions or
obligations.
Lack of federal funding.
The acceptance rate at UNF is 60.6 percent.
Not being able to reach the target audience through advertising, social media
and the like.

Situation Analysis:
Our client, the University of North Florida, faces the challenge of reaching highperforming students, especially minorities, who are unable to afford higher-education in
North Florida. Many of these prospective students, as well as their parents, believe that
college is unattainable due to financial restrictions. Another issue that UNF faces is
reaching and informing this audience about available scholarships and financial aid
programs. Raising awareness and providing complete transparency are paramount in
regards to any questions about college, financial aid or scholarships. The ultimate goal
is to find a way to encourage this particular demographic to apply to UNF, as doing so
would result in a mutually beneficial symbiosis between UNF and potential high-level
applicants.

Secondary Research:

Despite the recent growth of minorities attending universities, they are still
underrepresented in higher education. According to the U.S. Census Bureau, in 2009
about 28 percent of Americans older than 25 had a four-year college degree. In the
same year 17 percent of African-Americans and 13 percent of Hispanic-Americans had
a four-year degree.
In 2013, The Spinnaker compared the number of minorities attending UNF to other
universities and colleges within the city of Jacksonville to the overall Florida College
System. According to the data, African-American students make up 10 percent of UNFs
population, compared to 26 percent attending Florida State College at Jacksonville
(FSCJ) and 15 percent at Jacksonville University (JU). The percentage of Hispanic
college students attending UNF was lower than the overall percentage of Hispanic
students within the Florida College System. Nine percent of UNFs students are
Hispanic, compared to 6 percent at FSCJ and 7 percent at JU.
The Center for American Progress said, Diversity on college campuses isnt just a
benefit for [minority students]. Learning with people from a variety of backgrounds
encourages collaboration and fosters innovation, thereby benefitting all students.
Increasing diversity on college campuses will better prepare students to join the
workforce while beneficially refashioning the workforce. In a Forbes survey, 85 percent
of business owners said diversity is vital to their business, and approximately 75 percent
said that their companies intend to increase diversity within their business in upcoming
years. Currently people of color make up 36 percent of the workforce. Census Bureau
projections predict one in two workers will be a person of color by 2050.

Audience Analysis:
Our primary audience for this campaign will be high-performing and minority students
currently attending Sandalwood High School and Landmark Middle School. Our
secondary audience will be the parents of these students.
According to U.S. News, Sandalwood is the largest high school in Duval County with
nearly 3000 students. Of those 3000 students, 39 percent are considered economically
disadvantaged and 56 percent are minorities. Eighty percent of Sandalwoods students
participate in AP classes. According to Sandalwoods Office of Advanced Students, 930
students are currently dual-enrolled in college classes and 130 of those students take
classes at an FSCJ campus.
According to Sandalwood High Schools website, Sandalwood was the first school in the
county to create an A.V.I.D. program. A.V.I.D. or Advancement Via Individual
Determination is a system designed to prepare secondary students for college eligibility,

while closing the achievement gap. In recent years Sandalwood has become a national
demonstration school for the A.V.I.D. program.
According to Public School Start Class, there are currently 1200 students enrolled at
Landmark Middle School. Minorities make up 59 percent of the student body. To assess
how many of these students who are economically disadvantaged we looked at the
number of students who receive free or reduced lunch of these students, 40 percent
qualify for reduced lunch, while 5 percent qualify for free lunch.
Sandalwood and Landmark belong to the same school zone in Duval County. We chose
these schools because of their large, diverse student populations. We believe students
at these schools would benefit most from the new relaxed rules regarding UNFs
freshman housing policies because the schools are located less than 15 minutes from
UNFs campus.
The students currently enrolled at Landmark and Sandalwood belong to Generation Z,
which encompasses individuals born after 2000. The New York Times reported that
Generation Z is the first generation to be raised in the smartphone era. Often referred to
as Digital Natives, Generation Z is characterized by the fact that they were born into
an already established digital age. Most of these individuals do not remember life before
social media.
A report by Common Sense Media found that teens spend an average of nine hours a
day using media for entertainment purposes. A study from the Pew Research Center
reported that 92 percent of teens go online daily, 91 percent of teens go online using
mobile devices and nearly three-quarters of teens own or have access to a smartphone.
Seventy-one percent of teens use Facebook, making it the most used social media site.
The second most used site is Instagram at 52 percent, followed by Snapchat at 41
percent.
These children spend their free time watching TV and movies, playing games on
electronic devices, and doing extracurricular activities. According to a U.S. Census
Bureau report, 57 percent of children between 6 and 17 years old participate in at least
one after-school extracurricular activity. In 2015, a Pew Research Social and
Demographic Trends report said 73 percent of children age 6 to 17 were involved in a
sport or athletic activity. The same report said 90 percent of children watched TV,
movies or videos on a typical day, compared to 79 percent of children who use an
electronic device for gaming on a typical day.
The parents of the students in question mainly belong to Generation X. Generation X
encompasses individuals born between 1965 and 1979. Forbes reported 35 percent of

Generation X individuals have college degrees, making them among the most highly
educated generation in the U.S. Generation X is no stranger to social media usage.
According to Forbes 81 percent of Generation X is on Facebook and 5.9 million have
snapchat accounts. According to the Pew Research Center, among parents of children
age 13 to 17, 94 percent own a desktop or laptop computer, 76 percent own a
smartphone and 84 percent go online frequently using a handheld device. Many parents
go as far as friending their children on Facebook, Snapchat, Twitter and other social
media platforms to monitor their content.

Primary Research:
Online Survey
We conducted an online survey concentrating on middle and high school students that
were enrolled in our targeted school zone. We received responses from 30 students.
The focus of the survey was to generate data about the students college plans and
concerns.
When asked what grade they are in,
Forty-two percent said 12th grade, thirty-three percent said
they were in 11th grade, eight percent said they were underclassmen, and
the remaining seventeen percent said they were in middle school.
When asked if they are planning to attend college,
Sixty-seven percent said yes and thirty-three percent said
no.
When asked what their concerns are about attending college,
Twenty-two percent said distance, thirty-three percent said
tests and grades and forty-five percent said finances.
When asked if they are interested in learning about financial aid
opportunities,
Eighty-four percent said yes, eight percent said no and eight
percent said maybe.
When asked if anyone in their families have attended college,

 Ninety-two percent said yes and eight percent said no.

When asked how they are planning to pay for college,
Fifty percent said scholarships and pell grants, ten percent
said parents and forty percent said loans.
When asked what social media platforms they are using,
Seventy-five percent use Twitter, forty-two percent use
Facebook, sixty-seven percent use Snapchat, eighty-three percent use
Instagram, twenty-five percent use Tumblr and Seventeen percent use
other platforms.
When asked if they want to stay in Jacksonville for college,
Sixty-seven percent said no, twenty-five percent said maybe
and eight percent said yes.
When asked if they would be interested in having a mentor or
advisor,
Fifty-eight percent said maybe and forty-two percent said
yes.

Goals, objectives, strategies and tactics.

Goal:
The overall goal of our campaign is to increase the enrollment of high-performing
minority students at the UNF. In addition to this, we strive to increase awareness of
financial aid and scholarship opportunities to underprivileged minorities living in
Jacksonville.
Campaign Tagline- Swoop to Success
The Swoop to Success tagline combines the goal of our campaign with UNFs own
brand. Our recognizable tagline will show parents we are invested in the future of their
children.
Campaign Objectives:
Bold City Communications has put together a list of three objectives to specifically
target our audience. We believe that by reaching out to parents and children that we will
be able to increase awareness and accomplish the objectives listed below.
We will expand UNFs C.A.M.P Osprey mentorship program and reach out
to Sandalwood High School and Landmark Middle School within the first two
weeks of our launch with intent to educate students about their college
opportunities.

 To raise awareness of financial aid and scholarship opportunities to

prospective students and parents by holding two events within the community.
To build UNFs brand recognition through the creation of a Swoop to
Success website and five social media platforms.

Objective One:
We will expand UNFs C.A.M.P Osprey mentorship program and
reach out to Sandalwood High School and Landmark Middle School within
the first two weeks of our launch with intent to educate students about
their college opportunities.
Strategy: Our survey results tell us that 42 percent of our audience would
We would want a mentor, 58 percent said they would potentially want a mentor
and 0 percent said that they would not want one. C.A.M.P Osprey which focuses
on their attention on students who reside in Duval County, and offer
underrepresented students the chance to build their leadership skills, and learn
about their future college opportunities.
Tactic: Mentor Meet and Greet
We will hold a meet and greet with our mentors and mentees during the
childrens recess hours at school where we can provide team building exercises
and help the students get to know their future mentor better. Spending time with
mentors who are UNF students will ensure our audience forms a relationship with
UNF long before these students apply for college.
Tactic: Day of Play
We will host a Day of Play Campus Immersion event on March 4 on UNFs
campus organized by C.A.M.P Osprey, so the students will be able to see the
campus and interact with UNF students. At this point in the campaign the
students will have learned about their limitless possibilities and have formed a
relationship with their mentor; this will be the students time to get excited by the
idea of choosing to attend UNF. At this event we will raffle off a Nike backpack
complete with Nike gift cards, stationary supplies and a Macbook Air.

Objective Two:
To raise awareness of financial aid and scholarship opportunities to
prospective students and parents by holding two events within the
community.
Strategy: When asked about concerns regarding college, 45 percent of
our respondents said finances. In order for this campaign to be successful it is
crucial that we raise awareness to our audience about financial aid and
scholarship opportunities. Within our two target audiences, it is important that we
cater to parents as well as potential prospect students to relay the most important
information about our campaign as well as UNF.
Tactic: Swoop to Success Pep Rally
We will begin our campaign by hosting a Swoop to Success pep rally at each
school for every grade level. The rally will be led by a Swoop to Success
spokesperson to educate the entire student body on our campaigns key
messages. During the pep rally we will show the students our Swoop to Success
video and encourage them to follow us on social media. We will encourage them
to send us pictures on Snapchat using the geofilter we will create for this event.
At this event we will giveaway Swoop to Success shirts and a Nike backpack
complete with stationary supplies, Nike gift cards and a Macbook Air.
Tactic: Senior Open House
To inform parents about how their children can receive scholarships and financial
aid we will hold an open house at Sandalwood for seniors and their parents. A
powerpoint will be given by the UNF Financial Aid Office, and someone will be
available to answer questions students and parents may have. To increase
incentive to attend this event we will host another Nike backpack giveaway and
provide our attendees with pizza.
Tactic: Creating Brochures and Collaborating with Guidance
Counselors
To make scholarship offers more well-known we will create and distribute
brochures to guidance counsellors at Sandalwood and Landmark that highlight
all of the scholarships UNF currently awards, in order for counsellors to have the
necessary information to relay to prospective students.

 Tactic: Swoop to Success Scholarship

We will award two graduating seniors within the mentorship program a UNF
scholarship worth $5,000 each. Scholarship recipients will be determined based
off of a GPA evaluation and an essay submission as to why UNF is their school of
choice.

Objective Three:
To build UNFs brand recognition through the creation of a Swoop to
Success website and five social media platforms.
Strategy: Our research suggest that our audience gathers most news
online and is very social media savvy; therefore, we will create social media sites
to connect with our audience. We will utilize the hashtag #Swoop2Success
to interact with students throughout the campaign.
Tactic: Create Website and Social Media
We will create a Snapchat, Instagram, Facebook, Youtube and Twitter with
Swoop to Success in the handle to interact with our audience. Our social media
strategist will monitor and schedule pre-planned content for our platforms as well
as keeping it up-to-date with relevant information about our students, mission
and goals. In addition to this we will create a website with a link to UNFs website
and links to information about financial aid and scholarships. The website will be
more geared towards providing information to parents.
Tactic: Swoop to Success Video
Prior to launching our campaign, we will partner with The Spinnaker and oversee
the creation of a Swoop to Success video that features student testimonials and
emphasizes the importance of applying for scholarships and financial aid to be
published on Youtube, shared on all our social media platforms, and shown at the
pep rallies we hold. The video will highlight the diversity of current UNF students
and inspire high schoolers and middle schoolers to believe higher education is
within reach and encourage them to go to UNF.
Tactic: Promo Code
We plan on posting a promo code on Twitter to waive the application fee for
students who apply on a certain day by using our promo code:
SWOOP2SUCCESS. Students who were deterred from applying by the
application fee will be able to apply and students who are looking at going to
other universities will take advantage of the free application, and could possibly
end up going to UNF.
Tactic: Athletic Sponsorship
We will build UNFs brand recognition among our audience by becoming an
athletic sponsor at each school. This allows us to add our #Swoop2Success
hashtag to the scoreboard inside the gymnasium and guarantees Swoop to

Success will be mentioned by announcers at every indoor sporting event.

Becoming a sponsor for athletics will expose our campaign to the students from
visiting schools while showing students at Sandalwood and Landmark UNF is
invested in their school and invested in their future.

C.A.M.P Osprey Poster

Calendar

Tactic

Budget Item

Misc.

Two Outdoor Banners

$200

Posters (40)

$180

Stationery: Pens (500)

$145

Brochures (5,000)

$140

Raffle Tickets Two Rolls of 1,000

Tables
Swoop Speakers

Sandalwood Upper
Classman
Open House and pizza night

Pep Rally/ Video Launch

Free

C.A.M.P Osprey Matthew Ohlson

Free

Superintendent, Dr. Vitti

Free

Pizza & Drinks

$500

Info Folders (500)

$380

Snapchat Geofilter

$10

Nike Giveaway (backpack, gift card, MacBook

Air and stationary)

Free

Printed T-shirts (75)

$221

Swoop2Success Video
Snapchat Geofilter

$10
$1,175
$221

Table (5)

Free

Outdoor Vinyl Banner UNF (2)

Nike Giveaway (backpack, gift card, MacBook
Air and stationary

$32
$220
$10
$1,175

Air and stationary

Free

Bank of America Donation ($2,000)

Free

Agency Fee

$5,000

Swoop To Success Scholarship

Athletic Sponsorship

Free (Spinnaker)

Printed T-Shirts (75)

Snapchat Geofilter

Sponsorships

$1,175

Swoop To Success Spokesperson

Water Bottles (320)

UNF Application Promo Code

$9
$40

Swoop To Success Spokesperson

Nike Giveaway (backpack, gift card, MacBook

Air and stationary)

Day of Play/Immersion Event

Item Cost

$10,000
Sandalwood's Indoor Scoreboard

$6,000

Landmark's indoor Scoreboard

$3,000

Unexpected Expenses

$550.00

Total

$30,393.00

Evaluations
Objective One:

We will expand UNFs C.A.M.P Osprey mentorship program and reach out to
Sandalwood High School and Landmark Middle School within the first two weeks
of our launch with intent to educate students about their college opportunities.
Tactic: Mentor Meet and Greet
At the end of our event we will survey the students who were involved in the mentorship
program to gage what they learned during their time in C.A.M.P Osprey and how they
felt about the mentorship program overall.
Tactic: Day of Play Immersion Event
We will count the number of attendees during this event and when the campaign is over
we will survey the students and ask them questions about the immersion event to
determine the events effectiveness.
Tactic: Weekly Mentor Check-ins
We will meet with the students mentors throughout the campaign to hear each mentors
feedback, assess the progress the children make and provide changes to the program
as needed.
Objective Two:
To raise awareness of financial aid and scholarship opportunities to prospective
students and parents by holding two events within the community.
Tactic: Swoop to Success Pep Rally
We will count the numbers of students who attend each pep rally. We will review the
number of followers we gain on social media during and directly following this event. In
addition, we will review the number of people who saw and took photos with our
Snapchat geofilter during the event.
Tactic: Senior Open House
We will count the number of people in attendance. We will review the number of people
who engage with our geofilter on Snapchat.
Tactic: Brochures in Guidance Offices
We will survey all the guidance counselors who we gave brochures to, in order to learn
how many students and parents inquired about UNF.
Objective Three:
To build UNFs brand recognition through the creation of a Swoop to Success
website and five social media platforms.
Tactic: Website and Social Media Accounts

We will look at how many impressions each of our social media post generates. We will
count the number of likes, retweets and shares our posts receive. We will read the
feedback given to us by our audience to assess the success of our various accounts.
Tactic: Swoop to Success Video
We will assess how many people saw our video and read the comments users left to
get feedback. We will also see how many times the video was shared on various social
media platforms.
Tactic: SWOOP2SUCCESS Promo Code
We will see how many times the tweet containing the promo code was viewed and
retweeted. We will work with enrollment services to learn how many people used the
access code during the application process.
Tactic: Athletic Sponsorship
We will review the number of people who follow us on our social media accounts during
and directly following all indoor home games.

Conclusion:
Bold City Communications has always concentrated on the success of our partners and
clients. We intend to work our hardest, put our best foot forward, and represent you and
your company in the brightest light possible. With you in mind we will continuously work
on uplifting your brand name with unique and effective tactics that set us aside from
other competing agencies. We will endorse your schools incomparable facets so
parents and students have a more stress-free application process. We intend to
educate, inform and incline future prospective students and their guardians about the
financial aid and scholarship opportunities that UNF has to offer.

Special Thanks
Catherine Bekkedal, Supervisor of District School Counseling
Victoria N. Schultz, Sandalwood High School Principal
Dr. Nikolai P. Vitti, Superintendent of Duval County Public Schools
Jade Woods, Coordinator of Public Records Requests

Appendix
Our Swoop to Success survey.
-

What grade are you currently in?

Are you planning to attend college?

What are your concerns about attending college?

Are you interested in learning about financial aid opportunities?

Has anyone in your family attended college?

How are you planning to pay for college?

What social media platforms do you use?

Do you want to stay in Jacksonville for college?

Would you be interested in have a mentor or advisor?

References

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