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Empowering Community Through Flexible Volunteerism in Champaign-Urbana

Discover how the Champaign-Urbana region can tackle hunger by volunteering with WILL. We understand that time constraints can hinder volunteer efforts, which is why our campaign focuses on finding volunteering opportunities that fit any schedule or budget. Our goal is to make it easy for people to enrich their lives and community by engaging in meaningful service without commitment. With innovative execution across TV, radio, and online platforms, we aim to inspire and empower individuals to contribute to a healthy democracy and culture.

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Empowering Community Through Flexible Volunteerism in Champaign-Urbana

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Presentation Transcript

  1. Audience Engagement 2.0 Daniel Maxson

  2. What Is The Project? • Drive news based behavior • Encourage volunteerism against hunger in the Champaign-Urbana metro area

  3. Who is the Client? • WILL • Mission • WILL enriches people’s lives through programs that educate, entertain, inspire, and empower • Vision • WILL will be the model for public media, engaging our communities and audiences in media, programs and services that support a healthy democracy and culture.

  4. Show Me Results! • TV Storyboard execution • Radio execution • Online execution

  5. Big Idea • We can fit volunteering into any schedule or budget.

  6. TV Execution

  7. TV Execution

  8. Online Execution

  9. Radio Execution • 00:15 • Wish you could volunteer but you never have time? <name> can help. Visit our website at <url> and find opportunities that fit in your schedule and budget. There is no commitment required and we have tasks that fit in even the most hectic schedule. Visit <url> today to learn how to volunteer on your terms.

  10. Radio Execution • 00:15 • Think you don’t have time to volunteer? Think again. At <name> we find volunteer tasks that can fit into any schedule and budget. There is no commitment required. Visit <url> today to learn how you can fit volunteering into your life.

  11. Radio Execution • 00:15 • Who has time to volunteer between working two jobs? Everyone. At <name> we find quick, easy volunteer tasks so you can help feed the community while still having time for yourself. There is no commitment involved, so visit <url> to learn what you can do to help fight hunger.

  12. Tell Me Why • Research • Strategy

  13. Research • Secondary • Two distinct motivations for volunteering • Personal • Altruistic • Long-term volunteers want more feedback • Provided framework for thinking about volunteers among our audience

  14. Research • Primary • Conducted seven interviews • Target was “long-term” volunteers • Some were leaders, others were followers • Some found by referral, others by CUVolunteer

  15. Research • Primary – Insights • Volunteering is a “personal commitment” • Motivation is internal • Diverse reasons for volunteering • Reasons for not volunteering • Not enough time • Fear of obligation

  16. Strategy • SWOT • Positioning • Unique Selling Point

  17. SWOT • Broken down by stakeholder • GroundCntrl • Illinois Public Media • The project itself

  18. GroundCntrl • Strengths • Strongest metric tracking available on the market for web-based activity organization • “Mission” completion requires tangible evidence • Users can upload content

  19. GroundCntrl • Weaknesses • Still in beta stage • Recently rebranded from “Common Deeds” • Heavily marketed to project managers as opposed to project participants

  20. GroundCntrl • Opportunities • New niche • Interest in location-based badges demonstrated by predecessors like Foursquare

  21. GroundCntrl • Threats • Success highly dependent on user buy-in and sustained interest

  22. WILL – Illinois Public Media • Strengths • Well-established in local community • History of driving audience engagement • Recognized and trusted

  23. WILL – Illinois Public Media • Weaknesses • Poor web presence • Conflicted on target audience • Poor social media focus

  24. WILL – Illinois Public Media • Opportunities • Audience uses radio as a significant source of news • Loyal audience

  25. WILL – Illinois Public Media • Threats • Political backlash if controversial subjects are brought up

  26. The Project • Strengths • It serves a need identified by last semester’s student researchers • GroundCtrl provides the means to track success • WILL is already a respected part of its community

  27. The Project • Weaknesses • Diverse stakeholders • No monetization strategy • Key visionary players

  28. The Project • Opportunities • Receptive audience

  29. The Project • Threats • Interface design may discourage use

  30. Strategy • Objective • Our objective for this campaign will be shaped by the needs of our partner organizations. Abstractly, we want people to use our service as a way to fit volunteering into their lives in spite of any obstacles to regular volunteering.

  31. Positioning Statement For people inclined to volunteer in Champaign-Urbana, this product will provide a centralized platform to discover timely opportunities to serve their community’s needs. Users will be able to track their activity, and reap rewards for achieving pre-set milestones. The system will be available online and via a mobile app.

  32. Target Audience • Casual volunteers • Home-owner • College-educated • Employed • Married with children

  33. Competition • CUVolunteer • Already serves as a virtually comprehensive source of volunteer opportunities in the Champaign-Urbana area • Planning to cooperate with them

  34. Competition • Groundcrew • Already offers mobile location-based tasks • Does not provide automated feedback • Is not tied into reporting

  35. Points of Differentiation • Automated feedback process for volunteer • Mobile application • “Social network”

  36. But Is It Sustainable? • Conditionally, yes • Cost-benefit • Not all-purpose • Visionaries • Buy-in

  37. Questions? ?

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