Bella PR Document

Final Document for the Links Phoenix Chapter
Taylor Brightwell, Danielle McNally and Paula Ngon
Fall 2016
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Table of Contents
BELLA PUBLIC RELATIONS TEAM 3
Executive Summary 7
PART I: ANALYSIS 8
Client Description 9
Problem Statement 11
Situation Analysis 12
Stakeholder Analysis 14
SWOT Analysis 16
SPEC Analysis 18
Primary Research 20
Secondary Research 22
Theoretical Underpinnings 25
PART II: CAMPAIGN PROPOSAL 26
Goals, Objectives, Strategies and Tactics 27
Budget 29
Implementation Timeline 31
Evaluation 32
Future Recommendations 34
PART III: APPENDICES 35
Appendix A: Production Samples 36
Appendix B: Survey 40
Appendix C: Social Media Presentation 42
Appendix D: Website and Social Media Metrics 44
WORKS CITED 50
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Bella Public Relations Team
3

Taylor Brightwell is
currently a public relations senior
at the Walter Cronkite School of
Journalism and Mass
Communication at Arizona State
University (ASU). Taylor is also in
Barrett, The Honors College, and
pursuing a certificate in Sales and
Marketing Essentials from the W.P.
Carey School of Business.
As an ASU student, Taylor has
gained practical work experience
through internships and campus
organizations. She worked as a
copywriter for Lucid Agency, a marketing agency in Tempe, Arizona. There, Taylor gained
experience writing content and developing social media calendars for a variety of clients
including fashion, real estate, nonprofits and small businesses. She served as the assistant vice
president of public relations as well as Greek relations chair for Kappa Delta Sorority, where she
is also a member.
Originally from Redondo Beach, California, Taylor enjoys the beach lifestyle and misses it
terribly while she attends school in Arizona. In 2013, she enrolled in the Cronkite School to
develop and hone her skills in creative writing and storytelling. In addition, Taylor is also the
daughter of successful small business owners, and as a result has developed a keen interest in
strategic marketing.
Taylor is determined to launch a career that combines all of these influences and wishes to
pursue a profession in sports communication or agency public relations after she graduates in
May 2017.
4

Danielle McNally is a
public relations senior at Arizona
State University’s Walter Cronkite
School of Journalism and Mass
Communication. She is also
currently pursuing a minor in
exercise and wellness at the
College of Health Solutions.
Danielle is currently a public
relations and marketing intern at
Bridal by Blake, a marketing
consulting agency for wedding
professionals. Recently, Danielle
completed a public relations and
marketing internship at Quiksilver
Hotels and Resorts International,
an extension of the Quiksilver brand and the first of its kind to parlay action sports and the
hospitality industry. She gained valuable experience in investor relations, internal
communications and corporate law, and advanced her skills in social media and marketing.
Danielle was also a media relations intern at Arizona State University’s Athletic Department in
2014.
She is also interested in the fashion and design industries. Danielle has worked closely with key
members of BIKYNI, an online swimwear company, where she utilized her skills in customer
service and social media outreach to attract potential customers and spread brand awareness.
Danielle is a member of the National Society of Collegiate Scholars and the Golden Key
International Honour Society. She is active in her sorority, Kappa Kappa Gamma, where she was
named public relations chairman on her chapter’s executive board.
Danielle hopes to work as a public relations specialist at an action sports or clothing company
after graduating in May 2017.
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Paula Ngon is a senior at
Arizona State University studying
public relations at the Walter
Cronkite School of Journalism and
Mass Communication. In addition,
she is also pursuing a concurrent
degree in Political Science at the
School of Global Politics and a
Minor at the W.P. Carey School of
Business.
Paula has been very involved at
ASU through organizations such
as the Public Relations Student
Society of America and
Undergraduate Student
Government. She also volunteers
her time building houses in Agua
Prieta, Mexico every semester as
an Armstrong Scholar.
Paula currently interns at Zion & Zion Advertising Agency in Tempe and at Allied Integrated
Marketing in Scottsdale, Arizona. Through her internships, Paula was able to work with
numerous clients such as Paramount Pictures, Venezia’s Pizza, Casino Del Sol Resort and many
more. These opportunities have allowed her to evolve and strengthen her content
development and social media skills as well as event management knowledge. Additionally, she
has gained media relations experience and has been able to develop strong relationships
between herself and her clients.
Paula is passionate about helping a project or campaign develop from beginning to end and
creating a message everyone can rally behind. Upon graduation, Paula hopes to find a job
where she is able to support the empowerment of women both educationally and
professionally. She wants to be able to represent a brand that brings enrichment to people’s
lives.
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Executive Summary
The Phoenix Chapter of the Links is a non-profit social organization that is dedicated to
community service and outreach. The Links is a national organization that has hundreds of local
chapters across the country.
Although the Links organization is nationally known, the Phoenix Chapter of the Links lacks
name and brand recognition in the local community. The members of the Phoenix Chapter of
the Links are all successful professionals in their individual career fields and are devoted to
friendship and making a difference in the community.
The Arizona State University Cronkite Public Relations Laboratory partnered with the Phoenix
Chapter of the Links to provide public relations support by enhancing the chapter’s website and
its presence on various social media platforms.
Bella Public Relations’ overall goal for this campaign was to re-establish the Phoenix Chapter of
the Links’ brand in order to generate awareness in the community. Bella Public Relations then
created corresponding objectives, strategies and tactics to achieve this goal.
This semester, Bella Public Relations created a new website for the Phoenix Chapter of the Links
that includes new innovative features such as a section solely dedicated to the members of the
chapter. The new tab, called “Members Only,” will allow members to pay their dues online,
access chapter minutes and buy tickets to fundraisers and events.
Bella Public Relations created a new Instagram account for the Phoenix Chapter of the Links in
order to reach a broader audience and garner awareness in the local area. In order for the
campaign to be successful, the Bella Public Relations team generated a social media content for
each social platform and scheduled posts so the Phoenix Chapter of the Links would have
continuous content and updated information on Twitter, Facebook and Instagram for the rest
of the year.
The team also worked on generating a new media opportunity for the Phoenix Chapter of the
Links in order to promote their events and create brand recognition in the Valley.
Bella Public Relations conducted a survey of the 10 members on the Phoenix Chapter of the
Links’ executive board. The survey consisted of questions regarding the chapter’s social media
accounts and website, and asked for suggestions on what the members thought needed
improvement. From these results, Bella Public Relations was able to gather metrics and
improve the website and content for the social media accounts accordingly.
These deliverables will assist the Phoenix Chapter of the Links in establishing itself in the
Phoenix community and disseminating their mission and values to the public.
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Part I: Analysis
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Client Description
The Links, Inc. is a non-profit organization that was founded on Nov. 9, 1946 by two women
from Philadelphia, Margaret Hawkins and Sarah Scott. These women were enthralled by the
idea of cultivating an organization that aligned with the needs and aspirations of African
American women. The Links organization has its sights set on increasing civic, educational and
cultural engagement, as well as implementing programs that help women understand their
civic and social responsibilities while promoting cultural understanding (The Links,
Incorporated, 2016).
The Phoenix Chapter of the Links, Inc. was founded on March 17, 1952 and is dedicated to
outreach and bettering the community. The 12 founding members included Winstona Aldridge,
Lorraine Crump, Grace Daniels, Juanita Dickey, Mary Greenfield, Madeline Hardy, Anna Julian,
LaVerne Jackson, Louise Phillips, Geraldine Solomon, Emily Williams and Olivia Wormley (The
Links, Incorporated, 2016).
Members of the Phoenix Chapter of the Links are primarily African American women who are
all successful in their chosen professional fields. The members must be over 30 years old and be
dedicated to community, friendship and service.
Along with their impressive individual careers, members of the Phoenix Chapter of the Links
complete more than 1,800 hours of service every year. The Phoenix Chapter raises funds to
donate to multiple programs in the arts, health and human services, international trends and
services, education, and services to youth. Some examples specific to the Phoenix Chapter
include the Dr. Lincoln J. Ragsdale Memorial Scholarship at ASU, the Heard Museum, Maricopa
Branch NAACP, Valley Wide Scholarship Programs and Black Family and Child Services (The
Links, Incorporated, 2016).
Mission Statement:
“The Links, Inc. is an organization primarily comprised of women of African heritage who are
committed to enriching, sustaining and ensuring the identities, culture and economic survival of
all people of African origin through cultural, educational and civic programs. Through their
partnerships the Link’s women promote activism to help bring about positive change that
transcends time, race and socio-economic differences” (The Links, Incorporated, 2016).
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Organization Structure for the Phoenix Chapter of the Links:
Joan Sherwood
Chapter President
Cheryl Pete
Dene Wallace
Ann-Marie Lee
Camila
Westenberg
Gina Bowser
Shirley Mays
Traci Williams
Vice President
of
Membership
Recording
Secretary
Corresponding
Secretary
Vice President
of Programs
Treasurer
Bylaws
Financial
Secretary
Contact Information:
Phoenix Chapter of the Links, Inc.
P. O. Box 67237
Phoenix, AZ 85082
Email: phoenix@linksinc.org
Competitors:
The Phoenix Chapter of the Links does not necessarily have competitors, as its main purpose is
to donate time and money to enhance the community. Possible competitors could include
other non-profit and community service organizations in the area, although it is difficult to find
an organization that is both a social and a non-profit organization, such as the Links.
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Problem Statement
The main challenge The Phoenix Chapter of the Links faces is the fact that its organization and
philanthropic work lacks awareness within the community.
The Phoenix Chapter of the Links currently reaches its audience through website traffic
generated by organic search and its social media accounts. The chapter has social media
accounts on Twitter, Facebook and Instagram, although it rarely uses them to communicate
details about the organization. Its Instagram account was inactive and there had been no new
posts since April 2016.
The chapter also needs to improve its target audience and demographic to appeal to members
of younger generations, including Generation X and millennials. These age groups will be the
future of the organization so it is crucial that they know about the Phoenix Chapter of the Links
and what it’s doing in the community.
Every year, the Phoenix Chapter of the Links hosts multiple events in order to fundraise and
collect monetary donations for its initiatives. For example, the chapter hosts an annual golf
tournament, Links on the Links, which raises over $35,000 every year to donate to scholarships
and organizations that are dedicated to their five facets of service. The Phoenix Chapter of the
Links also hosts a cotillion every other year. Many of the young women chosen to participate
are given college scholarships. All of these events are for a great cause, but they are often not
promoted and members of the community rarely know that they are taking place.
Bella Public Relations was tasked with improving the chapter’s presence online and on social
media in order to help the chapter better share its mission and philanthropic services with the
community. The client wanted the team to enhance the chapter’s social media presence and
create a new website in order to promote the Phoenix Chapter of the Links’ brand and garner
more community awareness.
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Situation Analysis
The Phoenix Chapter of the Links hopes to increase awareness of its organization and brand
throughout Maricopa County. Although chapter members do plenty to benefit the community,
they hope to be recognized for their many charitable acts that distinguishes them from other
service groups. The Phoenix Chapter of the Links does not necessarily have major competitors,
but it is struggling to gain recognition of its individual brand. The Links organization is well
established nationally with hundreds of local chapters but the Phoenix chapter lacks
recognition in the Valley and local community.
When searching for African American, community service based or women’s organizations in
the area, the Phoenix Chapter of the Links does not come up as a result. It is nearly impossible
to find the chapter unless a person knows exactly what to search for. According to website
metrics from SiteWorthTraffic.com, the Phoenix Chapter of the Links old chapter website only
generated about 24 unique page views a day and 100 percent of its website traffic comes from
organic search as opposed to both search and social media (SiteWorthTraffic.com, 2016).
Although some of the chapter’s more notable events include the annual Golf Invitational and
biennial cotillion, which takes place every-other spring, the Phoenix Chapter of the Links aims to
bring more awareness to its less celebrated programs as well illustrate that the organization is
not all about glamour. It is important for the Phoenix Chapter of the Links to get the community
more involved in these larger scale events because they fund many of its overarching service
programs.
The Phoenix chapter’s website was outdated and lacked clear navigation. For example, the
letter from the president included information about the past president and some of the
individual facet pages had not been updated. It was also difficult for members to update the
site with current information because of the WordPress platform it was created on.
The Phoenix Chapter of the Links has social media accounts on Twitter, Facebook and
Instagram, but they lack consistent new content, which would help them gain more of a
following.
In August 2016, the Phoenix Chapter of the Links had 142 followers on Twitter and posted
content about its events and some community involvement. However, these posts only
happened about once every month because the Phoenix Chapter of the Links only hosts a few
events every year. On Twitter the chapter interacts with other Links chapters and its members
by retweeting, responding to tweets and “liking” tweets.
The Phoenix Chapter of the Links had 172 page likes on Facebook at the end of August 2016.
New content was posted on average once a month and most of the posts included photos. In
April 2016, there was new content posted almost every day for its biennial cotillion and other
community involvement such as helping students with SAT preparation. There was mass
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coverage of the cotillion during the spring this year due to the work done by Lite PR in the PR
Lab last semester.
There was an Instagram account created by the previous PR Lab team, Lite PR, although it had
not been accessed since April 2016 and there were only five posts on the account.
The Phoenix Chapter of the Links lacked an updated brand and social media strategy, which
impeded its ability to effectively gain community awareness, drive traffic to the website, and
promote the organization’s educational and cultural engagement.
Bella Public Relations worked to improve and implement various branding and social media
strategies in order to generate awareness in the Phoenix community.
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Stakeholder Analysis
The Phoenix Chapter of the Links’ primary stakeholders are the members of the community
who are directly affected by the initiatives and programs implemented by the organization.
Program participants include African American youth, young women eligible to receive
scholarships based on academic performance and service to the community, and African
Americans diagnosed with breast cancer or heart disease. Secondary stakeholders include
those who donate to the Links organization through chapter fundraisers and events. These
stakeholders can communicate with the Links through various social media platforms, email
correspondence and the chapter’s website.
Members
The members of the Phoenix Chapter of the Links put in many hours of service in order to
benefit the community. Aside from their individual professional careers, each member
dedicates time and money to events that contribute to the Links’ facets of service in the
community. Each member of every chapter wants to be involved and attend the Links’ events,
fundraisers and chapter meetings.
African American Youth
The Links organization is dedicated to furthering its five facets and programs. One of these
facets is services to youth. The members of the Links assist young African Americans by
mentoring them in hopes that they will be more successful in their lives. The Links chapters
donate money and time to organizations that benefit the lives of African American youth. For
example, The Phoenix Chapter of the Links help students with SAT prep, contributes to Black
Family and Child Services and donates to other organizations that benefit young scholars.
Young Women with Scholarship Potential
The Links have a scholarship fund for deserving young African American women in high school
who are dedicated to their studies and community service. These scholarships allow the
students to attend college and further the potential that the Links organization sees in them.
The scholarships are not need based, but are merit based and are given to deserving young
women.
African Americans Affected by Breast Cancer and Heart Disease
Two of the Phoenix Chapter of the Links’ biggest initiatives are donating and assisting those
affected by breast cancer and heart disease. Both of these health issues are often associated
with women. As an all-female group, the Links is dedicated to donating to these organizations
in order to advance research and possibly even find a cure. For example, the Links works closely
with The Coalition of Blacks Against Breast Cancer (CBBC), which is the only group in the
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Phoenix area that supports African American men and women who have been diagnosed with
breast cancer. In the past, the Phoenix Chapter of the Links has worked with the UC Davis
Women’s Cardiovascular Medicine Program to reduce cardiovascular disease related deaths in
African American women (The Links, Incorporated, 2016).
Donors
For non-profit and community service based organizations such as the Links, donors play a
crucial role in allowing the group to achieve their objectives. The Links have several events and
fundraisers that take place every year and the money donated always helps further the
organization’s initiatives. Donors allow the Links to do more in the community and make an
impact on people’s lives. The main contributors are private donors who donate primarily at
events and fundraisers. For example, the Phoenix Chapter of the Links earned $36,000 towards
its charitable efforts at their annual Links on the Links Golf Tournament this year.
Key Publics
Efforts to improve the Phoenix Chapter of the Links’ social media platforms and website will
help promote upcoming events and aim to increase interest among younger prospective
members. It is important that the Phoenix Chapter of the Links begins to develop an enriched
relationship with younger generations of women. This is vital to the organization’s longevity
because as older generations of members begin to retire from their roles within the chapter,
they will have actively worked towards dissolving generational gaps by recruiting younger
women. This will ensure women of all ages have been trained and are ready to step into new
roles within the organization.
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SWOT Analysis
Strengths
- Established organization with a long
history
- Prestigious members nationwide
- Community involvement
- Cultivating young minds through
mentorship
- Strong organization base with chapters
across the country
Weaknesses
- Exclusivity of the organization limits
awareness
- Minimal website and social media
presence
- Outdated website and design
- Low name and brand recognition
- The Links membership base is aging
and need to recruit from population of
Gen X women
Opportunities
- Fostering the empowerment of
women within the community
- Publicizing upcoming chapter events
for increased attendance
- Improving and remodeling the
organization’s website
- Communicating through visual
representations of activities
- Garnering recognition in the
community through service award
nominations
- Maximizing media coverage at chapter
fundraisers and events
- Initiating relationships with younger
generations
Threats
- Lack of differentiation among other
non-profits
- The organization’s ability to stay
relevant
- Competition for funds
Strengths
Strengths associated with the Phoenix Chapter of the Links include extensive community
involvement and outreach. The members of this chapter complete service aligned with the five
major Links facets. Their programs include involvement in the arts, services to youth, health
and human services, international trends and services, and education. Cultivating young minds
through mentorship and positive guidance is one major goal of the Links. The Links organization
as a whole has a strong base throughout the United States and its impact goes beyond the
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community it is a part of. Most major cities have a Links chapter with similar values, programs
and objectives. Each member is a successful professional and offers insight and knowledge to
help guide the next generation of African Americans and each individual chapter.
Weaknesses
Weaknesses within the Links organization include the lack of awareness of the group and the
community service it does in the Phoenix area. Another weakness within the Phoenix Chapter
of the Links involves a lack of online presence and an outdated website. Because of incorrect
information, it is hard to find an accurate account of the current Links organization and what it
is doing in the community. In addition to the website, the Phoenix Chapter of the Links does not
have a solid presence on social media, which makes it difficult to gain recognition in today’s
technology-focused society. Members of the organization have acknowledged that technology
is certainly a shortcoming in the organization. An additional weakness for the Phoenix Chapter
of the Links is that its members are aging. It is important to continue gradually recruiting
younger generations, including members of Generation X, in order to maintain a successful
organization of women who understand the internal operations of the Links and have
experience being a member. Along with potential recruits, the Links should be engaging
millennial women and introducing them to the Links’ purpose.
Opportunities
Opportunities to help the Phoenix Chapter of the Links regain a prominent presence in the
Phoenix community begin with strengthening the presence online of both its website design
and its social media. In this digital age, a strong online presence is essential and can really
impact a brand’s reputation. Not only is the brand’s reputation able to be built, but it also
allows the Links to interact with those looking to get involved or help raise money for the
organization. Keeping social media up to date and posting engaging content is essential in
building ongoing relationships with stakeholders. The Links’ extensive involvement with the
community also creates a great opportunity to generate conversation about its programs and
spark a greater understanding of how impactful the organization truly is. The ability to promote
the empowerment and strength of women in society is another opportunity the Phoenix
Chapter of the Links has to expand. The organization is made up of prominent professional
women who want to empower new generations. Through its many events and fundraisers, the
Links is able to contribute to its various programs and impact the lives of others.
Threats
Threats for the Phoenix Chapter of the Links include the fact that it is hard for donors to
differentiate between the Links and other local and national non-profit and community service
organizations. The chapter is also competing for funds with other organizations, which is a
threat because a lot of what the chapter does relies on donations and fundraising. The
organization’s ability to stay relevant is an additional threat, as name recognition continues to
be a problem it struggles with.
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SPEC Analysis
Societal
- All members are business professionals
- Predominantly African American women
- Nationally known
- Exclusive organization
Political
- Local and national chapters
- Executive board with a president and
corresponding chairmen
- Adhere to chapter and national bylaws
Economic
- Payment of local and national dues
- Cost of attendance at events and
fundraisers
- Awarding scholarships to worthy
members of the community
- Monetary contributions from donors and
fundraising
Cultural
- Involvement in Miss Black Arizona
- Focus on students in STEM programs
- Implementation of the five facets: the
arts, human and health services,
education, services to youth, and
international trends and services
Societal
All of the members in the organization are influential and professional women in their
community, and that success translates into the work they do for the Links. The Links
organization is comprised of predominantly African American women and prides itself on its
exclusivity and the recruitment of qualified, successful women.
Political
The Phoenix Chapter of the Links operates under its national organization, which sets standards
each chapter must meet including the implementation of its initiatives and programs. Each
chapter has a president and chairmen of different chapter sectors such as technology, social
media, events, etc. They also have sub-chairs for each service facet and social media platform.
Economic
Because the Links is a non-profit organization, a majority of its funds come from membership
dues and the cost of attendance at events hosted by the organization. Each member is
responsible for paying both local and national dues, as well as attending at least six of the nine
annual meetings, in order to remain an active member of the chapter. The members are also
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equired to sell at least five tickets for each event. If a member does not sell five tickets, they
are responsible to pay for them. The Links organization uses fundraising in order to give back
through outreach, scholarship and community events.
Cultural
Every two years, the Phoenix Chapter of the Links organization hosts a cotillion for young
African American women in the community. It uses a mentorship program and scholarships to
help these young women become future business leaders. The requirements to receive these
scholarships include participating in cotillion and demonstrating outstanding achievement in
the community and in academics. Every other year, 15 women receive scholarships that are
paid directly to their colleges to further their education. The organization is also nationally
paired with the National Society of Black Engineers, an organization that supports African
Americans in STEM-related fields such as science, technology, engineering and mathematics.
The hope for this initiative is to increase the interest and confidence of young women to excel
in STEM-related careers. In addition to this partnership, the chapter regularly implements
programs that raise awareness about the arts. This organization is a great example of one that
is able to encompass every aspect of culture in order to better the community.
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Primary Research
Bella Public Relations conducted primary research to better understand the Phoenix Chapter of
the Links’ needs. The team surveyed the members of the chapter’s executive board. The survey,
which can be seen in Appendix B, was intended to provide insight on social media and possible
changes to aspects of the chapter’s website.
The survey consisted of 10 questions and was given to the 10 members of the Phoenix Chapter
of the Links’ executive board who were present at their meeting on Oct. 23, 2016. The survey
included a combination of multiple choice, free response and Likert Scale questions.
The questions that the team felt brought the most revealing data were the questions about
social media interaction and website usage.
Key survey results regarding social media:
• 5 of 10 executive board members check the chapter’s social media once or twice a
month.
• 5 of 10 executive board members rarely ever check the chapter’s social media.
• 6 of 10 executive board members want to see more social media on the chapter
website.
As shown in the chart above, a majority of the Phoenix Chapter of the Links’ executive board
only interact with the chapter on Facebook while only one or two interact on Twitter and
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Instagram. The survey also revealed that three of the 10 executive board members don’t
interact with social media in their personal or business lives.
Key survey results regarding the chapter website:
• 6 of 10 executive board members rarely ever visit the chapter website.
The chart above indicates that executive board members would like to see new features on the
“Members Only” section of the website. The survey revealed that a majority of the Phoenix
Chapter of the Links’ executive board want the section to include event RSVP, chapter minutes,
a photo upload center and a payment center for paying chapter dues online.
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Secondary Research
The Links is a social, non-profit organization dedicated to community service. In order to better
understand the client’s brand and media relation needs, Bella Public Relations conducted
secondary research on non-profit and Greek organizations (sororities). The team looked
specifically at motivations behind membership, social media, public relations and online
branding. Bella Public Relations also researched non-profit social media approaches, website
design and benchmarked the chapter’s previous website and social media reach.
Joining Organizations or Sororities
Although the Links is not a sorority, both types of groups function in similar ways in that they
focus on social aspects, community service/volunteering and developing a sense of community.
Some sororities even have a sense of prestige comparable to the Links organization. There are
also similarities in the hierarchy system and the way the organizations are run. For example,
both the Links and Panhellenic sororities have a president, social media chairperson, and
designated members who are in charge of specific aspects of chapter functions.
According to a study conducted by Risman (1982), “most everyone reports ‘going Greek’ to
ensure a good social life, usually phrased as wanting to meet people” (p. 235). Risman also
suggested that people join sororities to be a part of a “close-knit community” and want to have
a “home away from home” (p. 235).
Organizations such as the Links are based around community service and the members that
they recruit are all women who are looking to join a group and do similar volunteer work in the
community. The women are all established business professionals who are interested in
fellowship. This is also a common benefit that many are drawn to when they are looking to join
a sorority or similar organization (Havercamp, 2010).
Non-profits and Social Media
In today’s technologically advanced society, a brand or organization’s social media presence has
become more important than ever before. Social networking sites can be an effective way to
reach stakeholder groups if organizations understand how their stakeholders use the
sites (Waters, 2009).
On social media platforms, non-profits rarely post multimedia files, press releases or summaries
of their campaigns (Waters, 2009). However, these items are helpful in detailing the
organization's successes to those who wish to interact more with the brand. Another way to
improve online presence is to use the videos and photographs taken by their volunteers to help
organization maintain a constant presence (Waters, 2009).
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Based on a study by Hamilton (2016), “research has shown that a brand's use of social media
can result in positive outcomes such as enhanced interpretation and response to brand
communications, increased brand attachment, more favorable attitudes toward the brand and
its products, greater loyalty and willingness to communicate with the brand, and an increase in
customer visit frequency and profitability” (p. 121).
Facebook has become one of the most beneficial platforms for non-profits. Several applications
have been created by Facebook and outside programmers that are designed to help
organizations with their fundraising and relationship cultivation efforts. The most popular
fundraising application is Causes, the 18th most popular application on Facebook overall.
Causes allows individuals to donate to a registered organization and recruit others to support
the cause (Waters, 2009).
The most important aspect of non-profits’ use of social media is that consumers must have a
compelling motivation to engage with brands on social media; otherwise, the brand's social
media overtures and initiatives are likely to be unwelcome and ignored (Hamilton, 2016).
Online Branding (Website Design)
One of the main projects the Phoenix Chapter of the Links needed assistance with this semester
was the redesign of the chapter’s website. The current website’s appearance and information
was outdated and it needed to be refreshed.
Through research, it was determined that donations made to a non-profit organization could be
severely impacted by the organization’s website design and whether it looks credible (Denison,
2012; Kent, 2003; Rosen, 2014). Oftentimes, an organization’s website is the first place
stakeholders look when searching for additional information or are looking to get involved.
Therefore, the site’s navigational design and accessibility is essential to the success of the
organization.
According to a report by Deborah E. Rosen (2014), “Web content has been identified as one of
the main factors contributing to repeat visits” (para. 8). High quality content and ease of use
are two contributing factors to the design of a website. If visitors can navigate effectively and
immediately find the information they are looking for, they are more likely to revisit the page
again or connect with the organization.
In a study conducted by Tom Denison (2012) titled, “Website Management Issues for
Community-based, Non-profit Organizations,” it was found that most non-profit entities use
their websites to support three specific goals. These include “publicizing the organization and
its activities as a broader communications strategy, engaging members of the public, and
creating social networks of organizations to facilitate the sharing of knowledge and
collaborative activities” (para. 13).
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Michael L. Kent (2003) sought out to uncover how a website helps organizations build
relationships with its publics. Kent emphasized that, “meeting informational needs is essential
for survival in a competitive marketplace” (pg. 2). Consumers want information because
information provides additional credibility. Credibility is important especially when
organizations are looking for monetary donations.
Current Links’ Website and Social Media Metrics
Using SiteWorthTraffic.com, Bella Public Relations was able to conclude that the old Phoenix
Chapter of the Links’ website generated 24 unique daily visitors, 720 unique monthly visitors
and 8,760 unique yearly visitors. All of the website traffic is also generated by search, which
means 100 percent of website visitors used a search engine to find the chapter’s website,
further demonstrating the need to increase interaction on social media. Current website
metrics for the Phoenix Chapter of the Links can be found in Appendix D in Figures 1-4.
Using SEO analysis and online marketing report software by Raven, Bella Public Relations was
able to gather and analyze data regarding demographics and locations of the Phoenix Chapter
of the Links’ Facebook fans. Demographically, a majority of these fans are female between the
ages of 45-54 years old. The top three U.S. cities these fans are located in are Phoenix,
Scottsdale and Chicago. Current social media metrics for the Phoenix Chapter of the Links can
be found in Appendix D in Figures 8-13.
This data shows the need for the Phoenix Chapter of the Links to use social media to engage
with more Generation X and millennial Facebook users in order to expand its future recruiting
process for the chapter. According to the results, women ages 18-34 years old and those 65 or
older visited the Phoenix Chapter of the Links’ Facebook page the least. The Phoenix Chapter of
the Links needs to find ways to engage with younger generations in order to successfully
expand its organization in the future. The demographic that saw the most content on the page
were females between the ages of 45-54 years old. This proves that the current members of the
Phoenix Chapter of the Links and those of a similar age are the ones that are primarily being
exposed to the content that is being posted. It is necessary for the organization’s future success
to find a way to reach younger women. Additional social media metrics can be found in
Appendix D in Figures 8-13.
24

Theoretical Underpinnings
Social Marketing Theory
Communication Theory (2016) states social marketing theory is a “collection of theories that
focus on how socially valuable information can be promoted” (para 1). Bella Public Relations
incorporated this theory in the Phoenix Chapter of the Links’ campaign through methods
addressed in the theory such as targeting the right audience, creating audience awareness,
cultivating images and impressions, reinforcing the overall message and stimulating interest. In
the future, Bella Public Relations hopes to induce a desired result for its social marketing
campaign by a successful turnout at the Phoenix Chapter of the Links’ Annual Holiday Gala
event at the end of the year.
Bella Public Relations thought it would best for the Phoenix Chapter of the Links to begin
working toward its goals of increased community engagement by creating audience awareness
for the organization. In order to achieve this goal, it was important to address the initial
method mentioned in the social marketing theory which includes identifying and targeting the
correct audience and the organization’s stakeholders.
This was done by updating the client’s website with additional information about the
organization and better explaining its values and purpose. Pictures were also incorporated into
the new site to cultivate images and impressions. Images shown of the Phoenix Chapter of the
Links being philanthropic sparks an interest in site visitors and paints the organization in a
favorable light.
In addition to the website, Bella Public Relations wanted to reinforce the Phoenix Chapter of
the Links’ message through the use of the chapter’s social media. It is important for an
organization to not only talk about its values, but to also exemplify them in the community and
give credibility to its words through physical action. Bella Public Relations used the Phoenix
Chapter of the Links’ social media platforms to show their work in the community and reinforce
their message of service and their commitment to changing lives.
In the end, Bella Public Relations’ intended result is increased community awareness of the
Phoenix Chapter of the Links’ biggest end of the year fundraising event, the Annual Holiday
Gala, because of social marketing methods and increased awareness within the community.
25

Part II: Campaign Proposal
26

Goals, Objectives, Strategies and Tactics
In order to improve the Phoenix Chapter of the Links’ brand, Bella Public Relations outlined an
overall goal.
The public relations program’s overall goal is to re-establish the Phoenix Chapter of the Links’
brand in order to generate awareness in the community.
In order to accomplish this goal, Bella Public Relations will complete the following objectives
and corresponding strategies and tactics.
Objective 1: Redesign and publish the Phoenix Chapter of the Links’ website by Nov. 12, 2016
and generate 5 percent more unique visitors to the website by Dec. 1, 2016.
- Strategy: Build a more user-friendly website that will allow the community to learn
more about the Phoenix Chapter of the Links.
o Tactics:
§ Compile up-to-date information for the website.
§ Survey the Phoenix Chapter of the Links’ executive board about the new
website possibilities and changes.
§ Incorporate more organizational sections into the “Members Only”
section of the website including chapter minutes, an event RSVP, a
document portal and a financial payment center for chapter dues.
§ Develop a social media presentation for the Phoenix Chapter of the Links
to show them all the new changes.
Objective 2: Generate one earned media opportunity by Dec. 5, 2016.
- Strategy: Develop a communication plan for the Phoenix Chapter of the Links’ annual
Holiday Gala.
o Tactics:
§ Reach out to multiple local media outlets in order to promote the
Phoenix Chapter of the Links’ annual Holiday Gala. The team will target
publications such as The Arizona Republic, azcentral.com, The Phoenix
New Times, Arizona Non-Profit Magazine, Phoenix Magazine, KJZZ and
Frontdoors News.
27

Objective 3: Create an Instagram account and use social media to increase an online following
by gaining 50 new Facebook “likes,” 100 new Twitter followers and 25 Instagram followers by
Dec. 1, 2016.
- Strategy: Create more brand awareness and community interaction on social media.
o Tactics:
§ Create a social media calendar for November through January that will
outline posts for Facebook, Twitter and Instagram.
§ Develop a social media presentation for the Phoenix Chapter of the Links
members that will be shown at a December chapter meeting. The
presentation will give insight on social media platforms and the social
media strategy that Bella Public Relations has created.
§ Post content on the Phoenix Chapter of the Links’ social media accounts
to promote upcoming events and share what the chapter is doing in the
community.
§ Create a new Instagram account for the Phoenix Chapter of the Links and
generate an initial following of 25 people.
28

Budget
Below are estimates for Bella Public Relations’ campaign activities for the Phoenix Chapter of
the Links. This estimate includes the campaign proposal, internal process, media relations
Holiday Gala promotion and press coverage, social media presentation, executive board
members survey and the website redesign.
ACTIVITY HOURS FEE
Campaign Development
70 hours $7,000
(document which includes initial
research, planning, SWOT, SPEC,
future recommendations and other
strategic research)
Website Redesign 50 hours $5,000.00
Account Management
66 hours $6,600.00
(includes meetings and meeting prep
for all three team members)
Media Relations
15 hours $1,500.00
(includes Holiday Gala social media
promotion, pitching media outlets for
Holiday Gala coverage and all other
social media promotion and relations)
Executive Board Member Survey 7.25 hours $725.00
TOTAL 208.25 hours $20,825.00
Bella Public Relations provided the Phoenix Chapter of the Links with 208.25 hours of work,
totaling $20,825. All hours are billed at $100 per hour and internal process fees are multiplied
29

y three for each member of the Bella Public Relations team. The team provided a final
document that detailed the campaign as a whole and included primary and secondary research,
SWOT and SPEC analysis, future recommendations and other strategic research.
The team redesigned the Links’ website, with the majority of work being dedicated to creating a
members’ only section complete with chapter minutes, a payment center, document portal,
and an event RSVP option.
Bella Public Relations also completed 15 hours of media relations work for the Phoenix Chapter
of the Links including creating a social media content, focused communications for the
upcoming Holiday Gala, a pitch for media outlets regarding the Holiday Gala and a social media
presentation that was presented to the entire Phoenix chapter in December.
Additionally, the team conducted a survey among the Phoenix Chapter of the Links’ 10
executive board members which provided insight as to how members interact with the current
website and social media.
Several recommended investments for the Phoenix Chapter of the Links include maintaining a
Wix membership in order to continue to update and improve the new website. A VIP Wix
membership costs $25 per month or $300 per year. Bella Public Relations also recommends
scheduling out social media posts in order to continue to build an online following with a
platform like Hootsuite. Hootsuite’s Professional Plan costs $9.99 per month or $119.88 per
year.
30

Implementation Timeline
The following implementation timeline outlines the dates that each step in the rebranding
process should be completed by. It should be noted that each date is subject to change
depending on the client’s schedule and availability.
Task
Date Completed
Begin posting content on Twitter and Facebook Sept. 26, 2016
Conduct member survey Oct. 23, 2016
Create a new Instagram account and post content Oct. 23, 2016
Finalize website design Nov. 12, 2016
Finalize Social Media Presentation Nov. 5, 2016
Develop a communication plan for the annual Holiday Gala Nov. 12, 2016
Social media content for the remainder of the year Dec. 1, 2016
Create media opportunity Dec. 5, 2016
Continued social media presence
Ongoing
31

Evaluation
In order to measure the success of the campaign, the Phoenix Chapter of the Links should
concentrate on Bella Public Relation’s implementation of the updated website, the media
opportunity that will give the chapter more exposure in the community, and the refreshed
brand that will allow them to better recruit and share the organization’s objectives.
Goal: The public relations program’s overall goal is to re-establish the Phoenix Chapter of the
Links’ brand in order to generate awareness in the community.
Objective 1: Redesign and publish the Phoenix Chapter of the Links’ website by Nov. 12, 2016
and generate 5 percent more unique visitors to the website by Dec. 1, 2016.
How we measured: Bella Public Relations met this objective because the team was able
to provide the Phoenix Chapter of the Links with a fully functioning new website with all
the features they requested. This included a “Members Only” page with event RSVP,
chapter minutes, a payment center and document portal. Using SiteWorthTraffic.com,
the team was able to measure the old website’s traffic and compare those numbers to
the new metrics gathered after the launch of the new website.
Results: Bella Public Relations created a new website for the Phoenix Chapter of the
Links according to the insight the team received from the chapter. Bella Public Relations
executed this objective and published a new website at the end of November. The team
surpassed its objective of generating 5 percent more unique visitors to the site. The new
website has fewer SEO problems and there has been an 8.3 percent increase in unique
site visitors, as shown in Appendix D, Figures 5-7. These numbers will continue to rise
with the promotion of the new website on social media and continued upkeep by the
chapter. The new RSVP feature allows people to purchase event tickets online and has
proven to be very useful. Twelve people have already used the website to purchase
tickets for the Holiday Gala event.
Objective 2: Generate one earned media opportunity by Dec. 5, 2016.
How we measured: Bella Public Relations met this objective because the team
generated one media opportunity through a relevant news outlet.
Results: The Bella Public Relations team submitted the Holiday Gala information to
multiple event calendars around the Valley. These publications included The Phoenix
New Times, azcentral.com, Phoenix Magazine, KTAR, Arizona PBS, Frontdoors News and
KJZZ. The team also pitched the event to The Arizona Republic and Arizona Foothills
Magazine. Bella Public Relations is corresponding with reporters and hoping for a
possible feature at the beginning of December to promote the event.
32

Objective 3: Create an Instagram account and use social media to increase an online following
by gaining 50 new Facebook “likes,” 100 new Twitter followers and 25 Instagram followers by
Dec. 1, 2016.
How we measured: Bella Public Relations met most of this objective because the team
was able to increase the Phoenix Chapter of the Links’ following on Facebook, Twitter
and Instagram. This included providing the Phoenix Chapter of the Links with social
media content through the rest of 2016 that will increase online interaction and
improve the chapter’s following. Bella Public Relations also provided the Phoenix
Chapter of the Links’ members with a social media presentation in order to help
members increase their interaction with the chapter’s social media and show them ways
they can create content that will help the Phoenix Chapter of the Links grow even more
of a following. Parts of this presentation can be seen in Appendix C.
Results: Bella Public Relations created a new Instagram account for the Phoenix Chapter
of the Links and generated an initial presence with 56 followers. On Facebook, Bella
Public Relations was able to generate 53 new page “likes.” In regards to the Twitter
objective, the team has discovered that the target was too aggressive. The Phoenix
Chapter of the Links’ Twitter account currently has 219 followers, equaling a 77 follower
increase. The Bella Public Relations team believes the objective can be reached once the
remaining content is posted through the end of the year. More people are interacting
on the Phoenix Chapter of the Links’ social media accounts and a recent post on the
chapter’s Facebook page had 16 “likes,” which is the most “likes” the chapter has ever
gotten on a post.
33

Future Recommendations
Future recommendations for the Phoenix Chapter of the Links include furthering the use of the
platform Wix, scheduling social media posts to build an online following, and promoting the
chapter’s events by pitching to media outlets, posting on social media and surveying their
members twice a year.
Wix is the platform Bella Public Relations used to build the Phoenix Chapter of the Links’
updated website. It is very straightforward and simple to use, which is why Bella Public
Relations chose this service. On Wix, the Phoenix Chapter of the Links can easily update
information, add meeting minutes to the “Members Only” section, and post information in the
events page about upcoming fundraisers and events.
Bella Public Relations also recommends scheduling social media posts through a service so they
can grow their online following on their various social media accounts without having to worry
about posting content every day. A platform such as Hootsuite, a social media management
system, will allow the Phoenix Chapter of the Links to schedule posts for the chapter’s Twitter,
Facebook and Instagram accounts. The Phoenix Chapter of the Links will also be able to track
engagement and see what people are saying about the organization. This tool will save the
Phoenix Chapter of the Links a lot of time with its quick and easy scheduling methods.
Another recommendation includes promoting the Phoenix Chapter of the Links’ events to
generate community and brand awareness. The Phoenix Chapter of the Links hosts several
events and fundraisers every year including the chapter’s annual golf tournament, Links on the
Links, and holiday themed celebrations in December. Bella Public Relations suggests continuing
to promote the Phoenix Chapter of the Links’ events on its social media accounts, as well as
reach out to the media to get more publicity. The Phoenix Chapter of the Links can send
information to media outlets in the hopes of their events being posted on event calendars in
the Phoenix area. The chapter can also contact reporters and pitch events. If an organization
picks up the story, it is another opportunity for a larger audience to learn more about the
organization.
Bella Public Relations’ final recommendation for the Phoenix Chapter of the Links is to conduct
surveys among all of the chapter members twice a year. These surveys should focus on the new
website and social media platforms. The surveys will help identify features that need to be
added to the “Members Only” section of the new website as well as gain feedback on what
members wish to change about the website and social media accounts.
34

Part III: Appendices
35

Appendix A: Production Samples
The Phoenix Chapter of the Links’ new website homepage which includes an upgraded design.
The Phoenix Chapter of the Links’ new website event page featuring Holiday Gala flyer and
current Twitter feed.
36

The Holiday Gala Flyer Bella Public Relations designed for the event page of the chapter’s new
website.
37

The Phoenix Chapter of the Links’ new website “Members Only” page which features added
meeting notes section and an event RSVP option.
The Phoenix Chapter of the Links’ new website “Members Only” page which features a new
chapter payment center which will allow members to pay chapter dues and other expenses.
38

The Phoenix Chapter of the Links’ new website “Members Only” page which features added
photo section for members to download event photos and document portal which will contain
chapter forms and documents.
39

Appendix B: Survey
Phoenix Chapter of the Links Social Media and Website Survey
Please circle the option that best describes your views on these topics.
1. How often do you visit the chapter website?
a. More than once a day
b. Once a day
c. Once or twice a week
d. Once or twice a month
e. Rarely ever
2. Do you like the way the current chapter website is designed?
a. Yes
b. No
c. I don’t have an opinion
3. Why did you choose the answer above?
4. How easy do you think the chapter website is to use?
a. Very easy to use
b. Somewhat easy to use
c. Not easy to use
5. Do you check/keep up with the chapter on social media? (Circle all that apply)
a. Yes, on Facebook
b. Yes, on Twitter
c. Yes, on Instagram
d. I don’t interact with the chapter on social media
6. How often do you check your chapter’s social media?
a. More than once a day
b. Once a day
c. Once or twice a week
d. Once or twice a month
e. Rarely ever
Continue to next page à
40

7. What would you like to see more of on your public chapter website? (Circle all that apply)
a. Photos from events
b. Promotion of events
c. Stories about members and the community
d. Social media
e. Other:
8. What type of features would you like to see on the ‘Members Only’ section of the chapter
website? (Circle all that apply)
a. RSVP option for events
b. Chapter Minutes
c. Photos from events
d. Pay your dues online
e. Other:
9. Would you visit the website more if the ‘Members Only’ section included things such as
RSVP for events, chapter minutes, photos and an outlet to pay dues online?
a. Yes, I would visit the website more
b. No, I don’t think it would change how often I visit the site
c. It might change how often I visit the site
10. Do you have any other suggestions for improving the Phoenix Chapter of the Links’ online
presence? If yes, please comment below.
41

Appendix C: Social Media Presentation
During the Phoenix Chapter of the Links’ December chapter meeting, Bella Public Relations
shared the PowerPoint below with the chapter to give them insight on the campaign as well as
provide information on the different social media platforms the chapter uses.
42

Bella Public Relations concluded the presentation by telling chapter members what they can do
to improve the Phoenix Chapter of the Links’ social media presence in the future.
43

Website Metrics
Appendix D: Website and Social Media Metrics
Figure 1: Daily estimations of website traffic for the Phoenix Chapter of the Links’ old website
(SiteWorthTraffic.com, 2016).
Figure 2: Monthly estimations of website traffic for the Phoenix Chapter of the Links’ old
website (SiteWorthTraffic.com, 2016).
44

Figure 3: Yearly estimations of website traffic for the Phoenix Chapter of the Links’ old website
(SiteWorthTraffic.com, 2016).
Figure 4: Website traffic source graph for the Phoenix Chapter of the Links’ old website
(SiteWorthTraffic.com, 2016).
45

Website Metrics as of Dec. 1, 2016
Figure 5: Daily estimations of website traffic for the Phoenix Chapter of the Links’ new website
as of Dec. 1, 2016 (SiteWorthTraffic.com, 2016).
Figure 6: Monthly estimations of website traffic for the Phoenix Chapter of the Links’ new
website as of Dec. 1, 2016 (SiteWorthTraffic.com, 2016).
46

Figure 7: Yearly estimations of website traffic for the Phoenix Chapter of the Links’ new website
as of Dec. 1, 2016 (SiteWorthTraffic.com, 2016).
Social Media Metrics
Figure 8: Current metrics for the Phoenix Chapter of the Links’ Facebook page (Raven, 2016).
Figure 9: Summary graph of the Phoenix Chapter of the Links’ Facebook page reach during the
previous week (Raven, 2016).
47

Figure 10: Demographics of the Phoenix Chapter of the Links’ Facebook page “likers” (Raven,
2016).
Figure 11: Top 10 locations of the Phoenix Chapter of the Links’ Facebook page “likers” (Raven,
2016).
48

Figure 12: Total Facebook users who saw any content with the page based on age and gender
(Raven, 2016).
Figure 13: Total times the page was viewed and total number of unique people who visited the
Phoenix Chapter of the Links’ Facebook Page (Raven, 2016).
49

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