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Armand Bayou Nature Center

Ammarah Ahmed, Julia Heydari, Nida Lakhani, Matt Samuels, Valeria Vazquez

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Goals

The goal of this campaign plan is to increase awareness of the ABNC in the Greater Houston area and to increase the support it receives.

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Objectives

To increase awareness of the ABNC and its services by 35 percent by May 2018.

To increase visitors and donations to the ABNC by 35 percent by May 2018.

To increase the amount of memberships at the ABNC by 35 percent by May 2018.

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Key Publics

Partnerships

Members (existing and potential)

Volunteers (existing and potential)

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Key Messages

The preservation of wildlife is important to sustain urban growth.

The nature center is the perfect place for family fun.

The nature center is open to everyone. Harvey hasn’t stopped it.

#HoustonStrong

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Strategies

Hold an event to launch our campaign, merging the general public with local social/political influencers

Build awareness for Armand Bayou on Facebook, Twitter and Instagram by promoting our hashtag, #MYABNC

Create long lasting relationships with volunteers and people who would like to contribute to Armand Bayou

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Tactics for strategy 1: The event

Kendra Scott jewelry pull

Signature cocktails: Armand Palmer and Nature Mojito

Use the event as an opportunity to generate buzz around the key hashtags

Videos and speeches

Posters

T-shirts, swag bags

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Merchandise Example

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Tactics for strategy 2: Social media

Weekly sponsor appreciation posts

Hashtags (#MyABNC, MotivationMonday, #WaybackWednesday and #ThrowbackThursday) to spread new information on ABNC

Tag other brands we are working with in posts

Videos of the staff, members and volunteers sharing stories on why they love ABNC

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Tactics for strategy 3: Volunteer

Include volunteers in promoting the campaign

Expand volunteering shifts

Volunteer of the month

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January 1, 2018: #MyABNC event

January 1, 2018: Run all social media ads

January 15, 2018: Spotlight sponsors and donors

February 1, 2018: Run all social media ads

February 15, 2018 Spotlight sponsors and donors

March 1, 2018: Run all social media ads

March 15, 2018 Spotlight sponsors and donors

April 1, 2018: Run all social media ads

April 15, 2018 Spotlight sponsors and donors

May 1, 2018: Run all social media ads

May 15, 2018: Spotlight sponsors and donors

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Budget

Event Budget: $1500

Social Media Budget: $242.50

Merchandise Budget: $607

Campaign Total: $2,400