Project Overview
My senior project is to increase the community’s awareness of Inspired by Malik in Savannah, GA.
Introduction
The purpose of this campaign is to increase awareness of Malik Jones, a keynote speaker who began speaking at alternative schools, churches, nonprofit organizations, and public schools. Malik Jones plans to start campaigning for a legislative position in 2023 in Savannah, so this campaign will aid his image. The target audience is the community of Savannah, ages 18-35. In this campaign, the focus is to advertise Inspired by Malik, LLC. to the City of Savannah.
Specifically, working professionals in business, education, nonprofits, politics, STEM, and social work aid in the community becoming more aware of Inspired by Malik’s brand and purpose. By connecting with these working professionals, this project will be able to gain insight into the community awareness’ towards Inspired by Malik.
Malik Jones, CEO of Inspired by Malik, LLC. gave insightful information during a client's initial review. During the interview, Mr. Jones was asked how he thinks his brand serves the community. “I started because I felt like I had a story, and with my story, I can help other young people around the world (Malik Jones).” During the interview, Mr. Jones was asked if he had social media for his business and he answered, “I use my personal Instagram for business, but I do know that I need to create a business Instagram page (Malik Jones).”
Malik Jones is aware that one of his current facing issues is the lack of social media awareness amongst teenagers and young adults within his business. Motivational speakers may address youth at schools, churches, community centers, and other venues related to youth (Kaur, 2020). Mr. Jones also mentioned some previous events he has spoken at. Past events Inspired by Malik, LLC. has spoken at were hosted by The Eleven Black Men of Liberty County Inc., Randolph Clay High School, and Dublin High School. “Although these events had an audience, it was not the audience I anticipated (Malik Jones).” As mentioned earlier, Mr. Jone’s target audiences are teenagers and young adults. Mr. Jones says that most of his audience at past events were a part of the older versus the young generation. “The lack of social media promotion for my events is probably why the events lack the audience I want (Malik Jones).” Malik Jones is aware that his problem with his preferred target audience stems from a lack of social media awareness.
This campaign will help reach out to professionals and youth in the Savannah community who are not aware of the community activist and motivational/keynote speaker: Malik Jones, Inspired by Malik, LLC. Building a relationship with the Savannah community will aid in Inspired by Malik’s social media awareness, community awareness, and will have a positive impact on his upcoming election next year. With the outcome of this research, an effective strategic public relations campaign will be conducted in the City of Savannah. Primary and secondary research will be used to formulate quantifiable and measurable goals and objectives.
Secondary Research: Promoting motivational speakers
Through secondary research conducted, one could gain insight on what exactly is a motivational speaker and the importance of having social media for a small business. LinkedIn says that a motivational speaker is an individual who seeks to motivate his/her audience and who shares his/her stage with the audience (Kaur, 2020). One of the goals of a motivational speaker is to connect with his or her audience on a personal but professional level. Most motivational speakers have speeches related to their firsthand experiences to an audience, which means they can come from any kind of background and use that information to inspire others (Kaur, 2020).
During a speech at Randolph Clay High School, Mr. Jones explained his transformation from a student in and out of detention centers to graduating high school on time, although his graduation date was pushed back due to the lack of instructional time in a classroom. A youth mentor provides kids with positive guidance and a sense of direction in their upcoming years (Kaur, 2020). Youth mentors inspire children to lead healthy, ambitious lives, which can include topics like taking school seriously and going to college, finding their true calling in life, studying hard and making good grades, and learning how to interact with others healthily (Kaur, 2020).
The overall goal of this campaign is to positively impact the youth to aid in preventing them from going down the wrong path. Using social media to reach a target audience, According to DigitalMarketing.org, When attracting a larger consumer base, brand awareness must be created first so that buyers are aware of the brand (Henderson, 2017). This can be done through extremely creative and visually appealing content that will catch the eye of potential customers, making them aware of the brand's existence (Henderson, 2017).
Social media for a business is especially important when maintaining a brand, consistency, and the target audience. Online presence as a business on any of the social media platforms like Facebook or Instagram are a fantastic way to interact with an audience and to connect with them on a personal and professional level. Instagram gives a business the chance to tell their story to all their followers and inspire them through the business’ success or past failures (Henderson, 2017).
Malik Jones aspires to tell his story through his motivational speaking brand in hopes that it will help at-risk youth. By creating a business Instagram, it allows his target audience to connect on a more personal and professional level. 32 % of global Instagram audiences were aged between 25 and 34 years…over two-thirds of total Instagram audiences were aged 34 years and younger and this makes the platform better for business (Statista, 2022). Instagram is one of the most often used social media platforms for business and marketing. This platform will benefit this campaign.
Omnicore Agency, a medical and healthcare digital marketing agency, says, 73% of U.S. teens believe Instagram is the best way for brands to reach them about new promotions and 25% of U.S. teenagers also believe Instagram is their preferred social media platform (Omnicore Agency, 2022). Social media, specifically Instagram, is a terrific way for youth to get and stay connected with Inspired by Malik. Instagram’s potential advertising reach is 1.16 billion users and 37% of Instagram users interact with “influencers,” according to Omnicore Agency, 2022. Although Malik Jones is considered a community activist, online, he would be considered as an “influencer,” because he influences at-risk youth and Savannah’s community via Instagram. With Instagram’s high advertising reach, this social media platform could reach most of Savannah's community.
Education and Employers.org conducted a study on “exploring the impact of guest speakers in schools.” A 9% higher increase in weekly revision hours compared to other students in the control group, contributing to an outperformance vs. predicted grades in English, Math, and Science, the equivalent of one student in a class of 25 beating all their predictions by one grade because of the career talks from motivational youth speakers (Percy et al. 2019). Researchers from the Education and Employers found that by placing guest speakers in school, those talks helped increase predicted school grades. Researchers say the talks also influenced their thinking about the future: 7% of the students said they changed their future as a result of the talks, while around 20%-28% of them questioned their career and education choices (Percy et al. 2019). The guest speaker positively impacted youth to change their life goals for the better. Inspired by Malik’s motivational speaking could and will have a positive impact on at-risk youth simply because he can relate to the students.
To create an effective informational campaign, researchers must generate a strategic message that will intrigue Savannah’s community to want to know Inspired by Malik, his purpose, and how he is serving the youth community and the overall community of Savannah. To further understand who Inspired by Malik is in Savannah, I surveyed the community of Savannah, specifically individuals who work in business, childcare, education, nonprofits, schools, social work, and STEM.
Methodology
The goal of the primary research is to explore the level of awareness from the Savannah community, specifically youth, to Inspired by Malik, LLC. Specifically, this survey was used to:
1) inquire who has heard of Inspired by Malik, LLC., 2) who follows Inspired by Malik on social media, 3) and the extent the Savannah community believes that motivational speaking can have a positive impact on youth and/or at-risk youth, “The survey is by far the most common form of quantitative research used in public relations work. The most effective surveys are related to only one topic, but in some cases, researchers find an omnibus or “piggyback” survey effective.” (Bobbitt et al., 2016:50)
Sample
The survey was conducted with 29 Savannah professionals and/or residents who work in business, nonprofits, and public schools. Ages ranging from 18+; Male- 20.7% and Female- 79.3%. Some college, Associate’s, Bachelor’s, and Master’s degree. 46.4% of the Individuals in the audience ranging from 35+ are said to be the age group that knows him the most.
Sample Selection Technique & Procedures
.The sample was selected using both voluntary and purposive technique. Volunteer sampling is a form of purposive/ non-random sampling for all such reasons (Jupp, 2006). Purposive sampling focuses on specific characteristics of the units and individuals chosen (Jupp, 2006). Between February 1st and February 10th, survey research was conducted via Google Forms. Inspired by Malik, LLC. and I collaborated to find the right individuals with a purpose to volunteer to take the survey. Using their resources (counselors, pastors, teachers, etc.) Inspired by Malik LLC., and I were able to successfully direct primary research.
Ethical Consideration
To conform with the Code of Ethics in research, a few consent questions were made available at the beginning of the survey. The consent questions were available to 1) inform the purpose, risk, and benefits of participating in the survey as a professional and/or resident of Savannah, 2) inform participants that their participation is voluntary their responses will remain anonymous and protected, 3) how to contact the researchers if the participants had any questions.
Data Analysis
To properly analyze the survey results, data was collected using frequency distribution via Google forms.
Findings
After analyzing the results from the ‘Inspired by Malik' survey, the data showed that a great amount of the Savannah community had not heard of Inspired by Malik, LLC. As Figure X shows below:
The Big Problem
Based on secondary and primary research, there is indeed a problem within the communication tactics used for Inspired by Malik, LLC. The problem is Inspired by Malik has suffered from lack of bookings within the last two years due to Coronavirus. The lack of bookings comes from the lack of awareness from the community in Savannah and on social media. To solve this problem, working professionals and youth in the community will need to become more aware of who Inspired by Malik, LLC., is. The main communication problem that will be resolved is communicating consistently with youth and the overall community via Instagram. A strategic informational campaign will be needed to solve this issue.
Integrated Marketing Communications Plan (IMC)
Campaign Goal
The overall purpose of this advertising campaign is to create more community awareness for Inspired by Malik. The goal is to bring more awareness to the issue that the brand lacks a presence on Instagram. During the research, data showed that several working professionals in the Savannah community are not aware of Inspired by Malik and do not follow him on social media.
Target Audience
The target audience for this campaign are working professionals and youth located in Savannah. Ages ranging from 18-35+, and ethnicities ranging from White, Black, Asian, American Indian/Alaska native, Native Hawaiian/Pacific Islander.
Objectives
Objective 1: To increase community awareness to working professionals and youth in Savannah of Inspired by Malik by 10% by March 31st, 2022.
According to research, 41.4% said they were aware of Inspired by Malik, 3.4% were kind of aware and 55.2% were not aware of the brand. This objective will be met by implementing deliverables.
Tactics: Backgrounder, letter of awareness, news release, business card and brochure
Objective 2: To increase followers on Instagram by 9,900% by March 31st, 2022. Considering that Inspired by Malik uses his personal page for business, a new Instagram page will need to be created. The follower count will start at 1. The goal is to reach 100 followers.
According to research, 72.4% are not aware of Inspired by Malik’s social media while 27.6% are aware of Inspired by Malik’s social media.83.3% responded that they heard of the brand through a colleague while 5.6% responded Instagram, 11.1% responded Facebook, and 0% responded Twitter.
Tactics: Event, Instagram Ad, social media posts, and t-shirt
Key Messages
- Never give up on yourself because the same people who you thought were rooting for you, have already given up on you.
- Invest in yourself until they have no choice but to invest in you.
Themes
- It is time for a change
- The children are our future
- With change, we will make history
- Never give up on yourself
- Images with youth and community partners are highly recommended.
- Colors: Blue, black, white
Channel and Strategies
The strategy to connect with professionals in the Savannah community by using a variety of deliverables through different channels of media, non-media, and interactive media. The channels of media that will be used are:
PR Deliverables
• Brochure (Objective 1)
• Fact Sheet (Objective 1)
• Letter of Awareness (Objective 1)
• News Release (Objective 1)
• Business Card (Objective 1)
• T-Shirt (Objective 1)
• Event [3] (Objective 1 and 2)
• Flyer (Objective 1 and 2)
• Instagram page (Objective 2)
• Social media posts (Objective 2)
• Instagram Ad (Objective 2)
Gantt Chart
Budget
Evaluation
Introduction: The purpose of this evaluation is to analyze the percentage change within the objectives that were applied to the Inspired by Malik campaign. Evaluating public relations campaigns are essential for various reasons such as accountability and programing effectiveness (Broom & Sha, 2013). The purpose of this public relations and advertising campaign was to create more social media and community awareness for Inspired by Malik. To conduct the proper evaluation, three forms of evaluation are being used: two summative and one formative. Summative evaluation is used to analyze the success at the end of the campaign while formative evaluation is analyzed during the campaign (Broom & Sha, 2013).
Summative Evaluation I: The purpose of Summative Evaluation I was to review the findings from the first survey in comparison to the second one to see if any significant changes in regard to the success of the campaign. Objective 1: To increase community awareness to working professionals and youth in Savannah of Inspired by Malik by 10% by March 31st. Objective 2: To increase followers on Instagram by 9,900% by March 31st. Considering that Inspired by Malik uses his personal page for business, a new Instagram page will need to be created. The follower count will start at 1. The goal is to reach 100 followers.
Methodology
The goal of this evaluation survey is to examine the level of awareness from the Savannah community, specifically youth, to Inspired by Malik, LLC. Specifically, this survey was used to:
1) inquire who has heard of Inspired by Malik, LLC., 2) who follows Inspired by Malik on social media, 3) and the extent the Savannah community believes that motivational speaking can have a positive impact on youth and/or at-risk youth, “The survey is by far the most common form of quantitative research used in public relations work. The most effective surveys are related to only one topic, but in some cases, researchers find an omnibus or “piggyback” survey effective.” (Bobbitt et al., 2016:50)
Sample
The survey was conducted with 37 Savannah professionals and/or residents who work in business, nonprofits, and public schools. Ages ranging from 18+; Male- 59.5% and Female- 40.5%; Some college, Associate’s, Bachelor’s, and Master’s degree. Individuals in the audience ranging from 18-25 are said to be the age group that knows him the most.
Sample Selection Technique & Procedures
The sample was selected using both voluntary and purposive. Volunteer sampling is a form of purposive/ non-random sampling for all such reasons (Jupp, 2006). Purposive sampling focuses on specific characteristics of the units and individuals chosen (Jupp, 2006). Between March 25th and April 1st, survey research was conducted via google forms. Inspired by Malik, LLC. and I collaborated to find the right individuals with a purpose to volunteer to take the survey. Using their resources, Inspired by Malik LLC., and I were able to successfully direct primary research.
Ethical Consideration
To conform with the Code of Ethics in research, a few consent questions were made available at the beginning of the survey. The consent questions were available to
1) inform the purpose, risk, and benefits of participating in the survey as a professional and/or resident of Savannah, 2) inform participants that their participation is voluntary
their responses will remain anonymous and protected, 4) how to contact the researchers if the participants had any questions.
Data Analysis
To properly analyze the survey results, data was collected using frequency distribution via Google forms.
Findings
In the first survey conducted, the question that was measured was, “Have you heard of Inspired by Malik?,” 55.2% were not aware of Inspired by Malik. When asked the same question, “Have you heard of Inspired by Malik?” 91.9% responded yes, they have heard of the brand. This is a complete turnaround in comparison to the pre-campaign research.
Another question that was asked was, “How did you hear about Inspired by Malik?,” 83.3% responded that they heard of the brand through a colleague while 5.6% responded on Instagram, 11.1% responded on Facebook, and 0% responded on Twitter. When asked the same question during an evaluation survey, 45.9% said that they had heard of the brand through a colleague while 48.6% responded to Instagram, 18.9% responded to Facebook, and 5.4% responded to Twitter.
When working professionals were asked, “Do you follow Inspired by Malik on Instagram,” 72.4% are not aware of Inspired by Malik’s Instagram, while 27.6% are aware of Inspired by Malik’s Instagram. When asked the same question, “Do you follow Inspired by Malik on Instagram, 81.1% responded were aware of Inspired by Malik’s Instagram while 18.9% were not aware.
This is a positive percentage difference in comparison to the beginning percentages.
After analyzing the results, the results exceeded expectations. Although, the percentage did drop for ‘friend,’ when asked “How did you hear about Inspired by Malik?” the results still showed that there was a positive change in the overall campaign findings. Objective 1: To increase community awareness to working professionals and youth in Savannah of Inspired by Malik by 10% by March 31st, 2022. Objective 2: To increase followers on Instagram by 9,900%
(100 followers) by March 31st, 2022. There was 54.3+ change within community awareness. Inspired by Malik’s Instagram followers reached 105 while the goal was 100.
Summative Evaluation II: As a second form of summative evaluation, a visual presentation will be used to show the implementation of the campaign in regards to objectives 1 and 2. Summative evaluation analyzes the outcomes and impacts towards the end of a campaign (Broom & Sha, 2013). The presentation shows implementation through Instagram, flyers, t-shirts, brochures, business cards, and events.
Formative Evaluation:
Challenge: Inspired by Malik’s brand saw a need to increase the community and social media awareness within the business by March 31. The business focuses on individuals between the ages of 18-35. This campaign audience includes working professionals in business, education, nonprofits, politics, STEM, and social work. Some things that should be addressed in future campaigns are planning. Planning can make or break a campaign. This campaign could have been more successful if the planning stage was longer.
Innovation: By creating an Instagram page, we were able to conduct ongoing research during the campaign. Reviewing comments, likes, and direct messages displayed that the campaign and its ongoing success were very much present considering the interactions from Instagram followers. An Instagram AD also displayed the number of impressions and accounts reached during the campaign. Campaign managers conducted formative evaluation between March 1 and March 31 to assist in developing the brand, test campaign messages, and materials, and determine the media outlets in which the campaigning should advertise too. (Berkowitz, 2008).
Results: Based on the findings, the campaign surpassed its awareness objectives. This campaign ran from March 1 - March 31st. The campaign could have been more successful but with the present success, Inspired by Malik has seen a significant change in awareness.
Conclusion:
In conclusion, this campaign positively impacted both community and social media awareness for Inspired by Malik’s brand. This campaign was a great experience to gain and it was enjoyable.