Campaign Proposal designed as part of course work for Senior Seminar in Public Relations (COMM483) at the University of Maryland. Campaign proposal was to be designed around an anti-bullying theme. We were given the choice to select our own client (Prince George's County, MD) and publics and to devise a plan that would best suit our client.

2. 
Agency Overview: M.S.V.S. Public Relations, founded
in 2012, is an upstart agency dedicated to providing its
clients with fresh, cutting-edge ideas. M.S.V.S. offers a
comprehensive menu of media and public relations
services and uses an effective, tenacious approach to
service its client’s needs in delivering valuable media
coverage on their behalf.

3. MEET THE TEAM
Kyle Slye-CEO: Research and Organization
 Parker Minturn-CMO: Campaign Planning
 Luis Vargas-CFO: Event Coordination and Budget
 Kris Sanchez-COO: Evaluation officer and
Structurer of campaign


4. AGENDA

5. STRENGTHS & WEAKNESSES
•people are aware of
issue
•lots of existing research
•clear goal(s)
•spokespeople
•Won’t end bullying
•Widespread issue
•Lack of control of the
internet
•People may be ashamed
to experiencing bullying

6. OPPORTUNITIES & THREATS
•Promotions
•School Programs
•In mainstream culture: Bully
(2011) documentary
•Plenty of Celebrity Advocates
against bullying (Lady Gaga,
Justine Beiber, DemiLovato)
•Lack of internet rules and
regulations (impossible to
control)
•Lack of urgency on the subject
•School budgets result in
discontinued projects
•Parents neglect could prevent
them from dealing with the
issue

7. RESEARCH
Primary
Secondary
Focus Group
 8 students from 11-14
years of age
 Students from PG
County
 Inquired about their
experience with
bullying


Parent’s perspectives
on bullying
 Pretest-posttest studies
on bullying
 Different stages of
bullying

8. FOCUS GROUP QUESTIONS




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During this school year how often have you seen
someone being bullied? At school?
Have you ever been bullied?
If so, how were you bullied?
How many times in the past year (the last 12 months)
have you pushed, shoved, slapped, hit, or kicked
someone on school property?
Have you talked to anyone about being bullied?
Do you use any social media, such as Facebook or
Twitter?
Have you received any or wrote any negative comments
on someone’s profile?

9. PUBLICS
Primary: 11-14-year-olds (6th-8th grade) in P.G.
County
 Secondary: Parents, Teachers and Education
Professionals
 Intervening Publics: Members of the local mediaradio stations, newspapers, local news stations


10. GOAL

Raise awareness among children, teens, parents
and others of the issue of youth bullying.

11. OBJECTIVES


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Obj 1: Release three PSA videos within the first three
months of the campaign launch to inform target publics
of the issue of youth bullying and what they can do to
help stop it.
Obj 2: Distribute two press releases per month during
the campaign to alert intervening public of campaign
events.
Obj 3: Establish social media presence on two social
media platforms before implementation of campaign.
Obj 4: Visit 20 middle schools in P.G. County during the
campaign to connect with publics, generate interest in
campaign and raise awareness for the issue

12. STRATEGIES
Partner with two established local organizations to
broaden reach of campaign
 Generate a buzz for campaign through social media
and other press materials
 Put a trusted face on the anti-bullying campaign to
connect with target publics and to draw attention to
issue and campaign
 Foster participation from publics through sponsored
events at P.G. County middle schools


13. IMPLEMENTATION/TACTICS
Partner with YMCA and Boys and Girls Club
 Facebook page
 Twitter account
 Spokesperson: Kevin Durant
 Anti-Bullying Events
 “Durant Day”
 Sneaker Release


14. YMCA & BOYS & GIRLS CLUB
Create alliances with organizations within the
communities of PG County
 Use venue to educate public on the consequences
of bullying and how to take a stand against it
 Broadens reach of campaign


15. FACEBOOK PAGE
Page used to post
school videos
 Used as a forum for
parents to discuss the
issue with parents
 Educate publics on the
effects of bullying and
bullying prevention


16. TWITTER PAGE

Hashtag
campaign

#Strikeitdown

17. ANTI-BULLYING EVENTS-TACTICS

Anti-Bullying Events
Held at schools, YMCAs and Boys and Girls Clubs
 Anti-Bullying Presentation
 Games

Knock-out, dodge ball, etc.
 Positive reinforcement


Material distribution
Information about “Durant Day” video contest
 “Strike It Down” campaign facts


18. SPOKESPERSON-KEVIN DURANT
Hometown Hero
 Prominent Sports Athlete
 Brings plenty of attention to the campaign


19. DURANT DAY
•
Students at P.G. County middle schools create their
own “Anti-Bullying” videos
•
•
With help of parents or teachers, post videos to “Strike It
Down” Facebook page
Contest winner’s school will host Kevin Durant for
the day
Screening of “Thunderstruck”
• Apparel giveaway
• Students at school automatically entered in raffle to win
a custom-designed pair of Durant’s signature shoe
•

20. KD V “STRIKE IT DOWN” SNEAKER
Use Kevin Durant’s sneaker line to raise funds for
anti-bullying causes
 Raise hype of Twitter and KD’s account
 Sell exclusive sneakers only in Prince George’s
County stores
 Raise awareness on “sneakerhead” blogospheres
by sending exclusive photos


21. PROTOTYPE PHOTOS

22. TIMELINE 2013-2014

23. TIMELINE 2014-2015

25. EVALUATION-PLANNING
Was research collected sufficient?
 Was the timeline realistic?
 Did we appropriately anticipate interest in events?


26. EVALUATION-IMPLEMENTATION
Did events run smoothly?
 Did partnerships work in our favor?
 Was there enough media outreach?


27. EVALUATION-IMPACT
Were objectives met?
 Did social media presence increase after it was
established?


28. WHY US?

29. Q&A