Strategic Message Planner
Communication Goal:
To create and deliver strategic messages to promote donations to the Boys and Girls Club of the Twin
Cities from new and current donors alike.
Client – Key Facts:
• 8 metro-area locations and a rural camp serve more than 12,000 children from kindergarten through high school year round.
• Targeted in locations where the need is greatest
• More than 100 years of serving America’s youth
• Five core programs: o
Education & Career programs o
Character & Leadership programs o
Health & Life Skills programs o
The Arts programs o
Sports, Fitness & Recreation programs
• Mission statement: the Boys & Girls Clubs of the Twin Cities enable all young people, especially those who need us most, to reach their full potential as productive, caring, responsible citizens.
Product – Key Facts:
• Clubs are safe, comfortable environments where kids can be themselves and get involved in programs that prepare them for the future and keep them safe.
• Programs encourage three key outcomes: Academic success, character and citizenship and healthy lifestyles.
• Trained, professional staff members guide and develop strong relationships with the young people to provide the most supportive environment.
• Programs are chosen carefully based on ages, gender, and interest of participants.
• Programs emphasize positive reinforcement and recognition for achievements.
• Daily and affordable access Monday -Friday
Target Audience:
The donors that keep the Boys and Girls Club in in business range anywhere from local corporations such as 3M and Best Buy to alumni and the average Joe. While they donate money for different reasons, their interest boils down to a common concern for the education of children and preventing as much crime as possible.
Due to the nature and locations of the Club, parents on average tend to have lower incomes and live in more urbanized areas. While mostly African American, parents of all races have children in the programs. Parents lead busy lives which make cheap and supervised after-school activities for their children very appealing.
Benefits:
• Annual fees are $5.00 per youth, and no child is turned away if they’re unable to pay
• Year round after school programs help prevent juvenile delinquency

• Research has shown that a correlation exists between increased frequency of attendance at a
Club and increased success and achievement in school.
• Programs help mold accepting relationships with children’s peers to foster cooperation
Competitors and Brand Images:
• The Boy Scouts of America o
Boys-only program o
Emphasis on leadership skills, teamwork and outdoor skills
• The Girl Scouts of America o
Build confidence and courage in young women o
Develop social and interpersonal skills invaluable in today’s market
• Big Brothers Big Sisters o
Keeps children out of trouble o
Develop an archetypical role model relationship to promote success in the kid’s future
Product Brand Image:
• Current: Programs offered at the Boys and Girls Club of the Twin Cities better prepare youth for the future by developing key skills necessary for success.
• Desired: The Boys and Girls Club of the Twin Cities is the premier location for kids to be in a safe environment that encourages self-expression and character building, all the while fostering an atmosphere conducive to academic success.
• Challenge: Finding a way to help even more youth in the Cities
Strategic Message (The Promise):
A donation to the Boys and Girls Club of the Twin Cities is a contribution that will help create a brighter future for society by getting at-risk kids out of trouble. Programs shown to improve academic success help teach children values that will shape the rest of their lives and create responsible citizens.
Supporting Evidence (The Proof):
• 3 in 10 students won’t graduate on time
• 3 in 10 children are obese or overweight
• Juvenile crimes escalate during the hours of 3pm – 7pm
• 1 in 5 children live in poverty
• 84% of Boys and Girls Club of the Twin Cities youth are at or above academic standards
• 82% of youth get along better with others than before they joined the Club
• 96% of parents said Clubs benefit growth and development of communities
Source: http://www.boysandgirls.org/whoweare/