MEET THE TEAM

Katie Ouellette
- President, CEO and Event
Coordinator for BCC.
- Bachelors: UNF
- Masters: UF
- Development Coordinator
for the American Lung
Association

Alia Aweis
- Director of
Communications/CFO
- Specializes in non-profit
- Non-profit work across
North America, Eastern
Europe and Eastern Africa
- Bachelors: UNF

Heather Smith

Gabrielle Gonzalez

- Chief Client Officer

- Bachelors: UNF

- Social Media Strategist

- Masters: Auburn University

- Bachelors: UNF

- STEM Education Outreach at

the Museum of Science and
History

- Minor in film studies

Co-founder of BCC

- Social media monitoring for

Tribeca Film Festival

is an agency that was established in 2010. We offer full

public relations services, such as traditional media, social media, crisis
management, special events and more. We are focused on bringing success to
our clients and always put their needs first. We use ethical, innovative and smart
tactics to earn exceptional results for our clientele. We promise to help you
become the business that youve always intended.

OUR CAMPAIGN GOAL

The overall goal of our campaign is to increase the enrollment of high-performing
minority students at the University of North Florida. In addition to this, we strive to
increase awareness of financial aid and scholarship opportunities to economically
disadvantaged minorities living in Jacksonville, Florida.

A COUPLE OF OUR PAST CLIENTS

THE UNIVERSITY OF NORTH FLORIDA

Is a public university in Jacksonville, Florida that was established in 1972.
Values the importance of individualized attention when receiving an education.
Has spent $200 million making various renovations to help improve campus life
in recent years.
Has an average incoming high school GPA of 4.02 and currently has
the largest freshman class in the schools history.

UNFS C.A.M.P.
OSPREY
C.A.M.P
Osprey is an award-winning

Collegiate Achievement Mentorship Program

created for students in grades K-12.
We partnered with this organization to
offer students the utmost level of collegereadiness.
C.A.M.P Osprey 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 Duval and Putnam County, and
meets with the students weekly, in person and/or
online.

Freshman at UNF no longer have to live on campus.

UNFs website lists 33 scholarships, 23 of which are need-based from the University.
UNFs geographical location makes it a great destination for prospective students.
UNF was ranked in The Princeton Review as one of Americas top five Best Value colleges in 2006, 2007, 2009 & 2011.

UNF doesnt have as much brand recognition as bigger schools, such as UF or FSU.
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.

To make college a reality for minorities across Jacksonville.

Able to increase UNFs brand recognition.
Educate students and parents on financial aid and scholarship options
To expand UNFs C.A.M.P. Osprey Program

FSCJ getting potential students.

Students not considering college as an option due to financial restrictions or obligations.
The acceptance rate at UNF is 60.6 percent.
Due to the rising popularity of online degrees, more students are attending online universities.

SITUATION ANALYSIS
UNF faces the challenge of reaching high-performing 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.
In addition to encouraging these students to apply to UNF, we aim to inform our audience
about available scholarships and financial aid programs.

SECONDARY RESEARCH
According to a 2013 report conducted by The Spinnaker, African-American students make
up 10 percent of UNFs population, compared to 26 percent attending FSCJ and 15
percent at JU. Nine percent of UNFs students are Hispanic, compared to 6 percent at
FSCJ and 7 percent at JU.
Increasing diversity on college campuses will beneficially refashion 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.

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.
- The Center for American Progress

STUDENTS: GENERATION Z
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.

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, 52

percent use Instagram, and 41 percent use
Snapchat. U.S. Census Bureau reported, 57 percent
of children between 6 and 17 years old participate in
at least one after-school extracurricular activity.

A Pew Research Center report said 73 percent of

children age 6 to 17 were involved in a sport or
athletic activity.

Sandalwood High School:

Sandalwood is the largest high school in Duval County
with nearly 3000 students.
39 percent are considered economically
disadvantaged and 56 percent are minorities.
80 percent of Sandalwoods students participate in
AP classes.
930 students are currently dual-enrolled in college
classes and 130 of those students take classes at
an FSCJ campus.

Landmark Middle School:

There are currently 1200 students enrolled at
Landmark Middle School.
59 percent are minorities
40 percent qualify for reduced lunch, while 5 percent
qualify for free lunch.

PARENTS: GENERATION X
Forbes reported 35 percent of Generation X individuals have college degrees, making them
among the most highly educated generation in the U.S.
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
84 percent go online frequently using a handheld device

PRIMARY RESEARCH
Swoop2Success Online Survey
We received responses from 30
students about their college plans and
concerns about attending college
Would you be interested in having a
mentor or advisor?

PRIMARY RESEARCH
What are your concerns about attending
college?

PRIMARY RESEARCH
How are you planning to pay for college?

TAGLINE
With our hashtag #Swoop2Success and social media handles we will be
working towards raising awareness to our target audiences about the
scholarship and financial aid opportunities that UNF has to offer.
We designed our #Swoop2Success logo to create a specific UNF brand that
will help separate us from our competitors.

OBJECTIVE ONE
We intend to 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:
C.A.M.P Osprey focuses their attention on students who reside in Duval County,
and offers underrepresented students the chance to build their leadership
skills, and learn about their future college opportunities.

OBJECTIVE ONE TACTICS

Tactic: Mentor Meet and Greet
We will hold a meet and greet with our mentors and mentees during the childrens elective hours
at school where we can provide team building exercises and help the students get to know
their future mentor better to ensure that our audience forms a relationship with UNF long
before these students apply to colleges.

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 event we will raffle off a Nike backpack complete with Nike gift cards, stationary supplies
as well as Macbook Air.

OBJECTIVE ONE BUDGET = $1,658

Printed TShirts (75)
$221
Table (5)
Free
Water Bottles
(320)
$32
Outdoor Vinyl
Day of
Banner UNF
Play/Immersi (2)
$220
on Event Geofilter
$10
Nike Giveaway
(backpack, gift
card,
MacBook
Air and
$1,17
stationary
5

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.

OBJECTIVE TWO TACTICS

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.

Tactic: Swoop to Success Pep Rally

Present 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 stationery 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.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

OBJECTIVE TWO BUDGET = $13,611

Pizza & Drinks
Info Folders
Sandalwood (500)
Upperclassm Geofilter
en
Open House Nike Giveaway
(backpack,
To gift
and Pizza Swoop
card,
Success
Night
MacBook
Spokesperson
Air and TPrinted
Swoop To shirts
stationary
(75)
Success
Scholarship Swoop2Succe
Pep Rally/
ss Video

$500
$380
$10

Free
$1,17
$221
5
Free
(Spinn
aker)

Brochures (5,000)

$140

OBJECTIVE THREE
To build UNFs brand recognition through the creation of the Swoop to Success
website and 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.

OBJECTIVE THREE TACTICS

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.

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.

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.

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.

OBJECTIVE THREE BUDGET = $9,000

Athletic
Sponsorship

Sandalwood's
Indoor
Scoreboard

Landmark's
UNF
Indoor
Application Scoreboard
Promo Code

$6,00
0

$3,00
0

DECEMBER 2016

CALENDAR

Campaign Start date: Dec. 2

Swoop2Success Video: Dec. 2
Swoop2Success Pep Rally: Dec. 2 at Sandalwood and Dec. 5 at Landmark

MARCH 2017
Day of Play Immersion Event: Mar. 4
Open House: Mar. 15

MAY 2017
Promocode for waiver of application fee: May 20
Campaign End Date: May 20

THROUGHOUT THE ENTIRETY OF OUR CAMPAIGN

Weekly meetings with C.A.M.P. Osprey mentors
Weekly social media posts on all five platforms

ADDITIONAL BUDGET

Misc.

Two Outdoor
Banners

$200

Posters (40)

$180

Stationery:
Swoop To
Pens (500)
Success
Spokesperson

$145
Free

Raffle Tickets
Two Rolls of
C.A.M.P
1,000
Osprey
Matthew
Unexpected Ohlson
Expenses
Swoop
Speakers

$9
Free
$550.
00

CAMPAIGN EVALUATION
Objective One: Expand UNFs C.A.M.P. Osprey Program
Survey students in the C.A.M.P. Osprey Mentorship program.
Hear mentors feedback after our campaign launch.
Count the number of attendees during our Day of Play Emersion event.

Objective Two: Raise awareness of financial aid and scholarship opportunities

Count the number of people in attendance of Swoop to Success pep rally and open house events
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: Build UNFs brand recognition through Swoop to Success

Analyze impressions on all our social media posts:

We will see how many times the tweet containing the promo code was viewed and retweeted.
See how many times our Swoop to Success video was viewed and shared.
Review the number of people who saw and took photos with our Snapchat geofilters during each
event.

THANK YOU FOR YOUR TIME AND

CONSIDERATION!

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