CampFire USA Campaign

1. CampFire USA Campaign

2. CampFire USA CampaignJasinia Flores—Marketing and Development DirectorPresented by WT Stars:Catherine MeckRyan SchaapChris KeirnsZane CrownoverErin MarvinBlair Hall

3. Situational Analysis Camp Fire USA’s Kids Care afterschool program provides safe, fun and affordable after school support for approximately 350 families in Amarillo. Trained mentors help these children with homework, share learning experiences, as well as help them reach their full potential as responsible individuals. Our campaign will give Camp Fire USA’s members a platform to increase awareness in the community and increase the enrollment of students that attend the Kids Care Program.Mission Statement: CampFire USA builds caring, confident youth and future leaders.

4. Research Interview – Lynne Vivens from Carver Academy Catherine Meck spoke with Lynne Vivens from Carver ECA and Carver Academy on October 14, 2010. She had only great things to say about the Camp Fire USA’s Kids Care afterschool program. She spoke about how they are eager to help new families who have just relocated to that school and how they got the paper work through quickly for reduced afterschool care. She said a lot of parents work shift work and cannot use Campfire USA because they aren’t open until 7 or 7:30 pm. This would help out many of the families in this area. Lynne says the program is very structured and she really likes the girl that works the program. The children seem happy. She suggested they stay open later and focus more on homework, so that kids can spend quality time at home enjoying the family instead of fighting to do homework.   Interview – Kim Killiean, Director of Kids Inc. of Amarillo Catherine Meck spoke with Mr. Kim Killiean of Kids Inc of Amarillo. I asked him if they would be interested in teaming up with Camp Fire USA because KidsInc services the same kids from the 12 schools that Camp Fire Services. Camp Fire could have representation at these games that KidsInc sponsors. Whether football, soccer, basketball or track this is the best places to reach these parents one on one. Campfire could prepare hotdogs and drinks for the families on site. This gives Campfire USA an opportunity for exposure as well as an opportunity to talk to families one on one to promote their after school program. KidsInc has been in business for 65 years and has between 15-18,000 students enrolled in their sports program. Their football games have anywhere from 150-200 people/game. Track meets can see up to 300 people. Mr. Killiean agreed this would make a great partnership and was very much interested in working with Camp Fire USA. He said to make it official, this proposal would have to go before the executive board. Inquiry – Blair Hall contacted Ashley Roberson, Administrative Assistant for United Supermarkets district office, about using the United “Snackwagon.” Ashley said it would be possible to use the snackwagon for these events as long as there was not a conflict with a United event. The snackwagon needs to be scheduled at least a month in advance. Inquiry – Blair Hall also spoke with Justin Sexton at Coca-Cola about the use of their snack trailer. Justin initially agreed as long as there were no scheduling conflicts with Coca-Cola commitments.

5. Strategies Objectives: Increase awareness and enrollment of the Camp Fire USA’s Kids Care afterschool program by 25-30 percent, to be achieved by the end of the fall school semester, December 2011. Establish business sponsorship programs to benefit Little Stars Daycare and Camp Fire USA’s Kids Care afterschool program by June 2011. Strategies: To increase enrollment and awareness of Camp Fire USA by getting the community involved through sports related activities hosted by a series of local sponsors throughout Amarillo. Also to give local college and high school students the opportunity to participate with the Camp Fire USA Kids Care afterschool program by receiving community service hours. Target Market: The segment of the target market we are focusing on is 23-40 year old parents whose children attend the participating Amarillo elementary schools. This target market is very fast paced and their children’s safety and well being are their main concern. They are interested in things that bring happiness to their children and give them the best chance to succeed at an early age.

6. Execution We are planning a partnership between Camp Fire USA and Kids, Incorporated of Amarillo to promote awareness for Campfire USA’s Kids Care afterschool program. The partnership will occur through a series of picnic/cookout events hosted by Camp Fire USA and held at a KidsInc sporting events throughout the year. Whether football, soccer, basketball or track, this is the best atmosphere to reach these parents one on one. Camp Fire will prepare hotdogs and drinks for the families on site. This gives Camp Fire USA an opportunity for exposure as well as a chance to speak to families one on one to promote their Kids Care afterschool program. KidsInc has been in business for 65 years and has between 15-18,000 students enrolled in their sports program. Their football games have anywhere from 150-200 people per game. Track meets can see up to 300 people. The hot dogs being distributed will be branded with a custom-made electric branding iron just before they are served. This brand will read “Camp Fire USA” and will ensure that everyone knows where that hot dog originated. The presentation table will have a 3 foot by 8 foot banner which will say, Camp Fire USA teams up With… KidsInc. Representatives from Camp Fire USA will talk with prospective parents about their Kids Care afterschool program. Additional graphic Camp Fire USA Teams up With… KidsIncicon will be displayed on both Camp Fire USA and KidsInc websites showing which events Camp Fire USA will be attending with their branded hot dogs. The events will be promoted on National Public Radio’s events calendar as well as K love’s event calendar and on Camp Fire USA and KidsInc websites. The audio message will read: “Camp Fire USA will be holding a series of picnics and cookouts that will be hosted by KidsInc located at the Randall High School track on April 16, 2011. Come out and support Camp Fire USA’s Kids Care afterschool program by getting your branded hotdog. Help us add fuel to our Camp Fire.”

7. Execution Personnel and Services: Two paid members of the Camp Fire USA staff will be on hand to speak one-on-one with perspective parents. Hot dogs will be cooked, branded and distributed by members of various WTAMU fraternities and sororities including, Alpha Tau Omega, Kappa Alpha Order, Chi Omega and Delta Zeta looking to complete community service hours. United Supermarkets and Coca-Cola will supply the “Snack wagons,” grills, food, drinks, and condiments. Water will be supplied by First United Bank.

8. Execution KidsInc Sports Teams up With… To Promote: Camp Fire USA’s Kids Care After School Program amarillocampfireusa.org 806/373-7922 Teams up With… KidsInc Sports

9. Hot Dog Branding Iron

10. Budget

11. Calendar

12. Evaluation Our objective is to increase enrollment and awareness for the Camp Fire USA’s Kids Care afterschool program. This will be measured by the amount of fall school enrollment in 2011. We will have established business sponsorships with local companies like United Supermarkets, Coca-Cola Bottling Group, and First United Bank by spring of 2011. And finally, a permanent partnership with KidsInc Sports will be established.