Good afternoon everyone Good afternoon everyone. Thank you so much for being here today and allowing us to present to you. My name is Lauren, this is Ashley, Angel and Jamilah. Why PR? And what will be do for AAUW? The lines between Public Relations, Marketing and Advertising have become blurred in recent years with many agencies wearing hats in all three areas. Still, PR — which encompasses new media such as social media  and traditional PR such as media outreach and events — is still a very important. We have melded together an integrated PR plan bringing together social media, traditional PR, and branding. With this plan, we are confident that AAUW will be in a better position to disperse their unique message to community members in the San Jose Bay Area. Angel will be giving you some more information on the most strategic audience segments, then we’ll get into goals, strategies, tactics and finallu, budget.

- SJSU students (18-24) College students nowadays are less likely to engage in activism and join organizations in person. They tend to focus on their social consciousness online. We want to focus on the importance of community organizations while communicating how they can benefit themselves through scholarships, mentorship, focus groups and networking opportunities at AAUW. - Young professionals (25-34) They are entering the industry, they can join workshops and connect others to empower themselves in the industry. - Established professionals in the Bay Area (35+) They are conscious, willing to protect and lead others to urge for women’s rights. These women can serve as mentors for college students and also gain valuable information from younger peers.

Our goal is to increase public awareness of AAUW as well as younger and more diverse members by creating a brand voice, expanding social media presence, on campus recruiting, and corporation outreach.

The next thing we'll be focusing on will be our strategies and objectives. We've simplified our plan to about three objectives which we believe will be instrumental to AAUW's growth with the SJSU community. The first objective being: Objective: To increase brand awareness and organization message understanding by creating a message matrix for all audiences.

As part of our strategy, we will do this by  first updating the San Jose chapter's website so it can be an easy to navigate one-stop shop to showcase everything that the chapter is doing . This will include establishing a consistent calendar through the AAUW website and Facebook. We will also work to ensure that AAUW SJ are admins for events they are co-sponsoring or hosting in order for them to receive the proper credit and recognition on campus.

This brings us to our second objective which will be to Increase membership among local SJSU students. We plan on meeting this objective by utilizing SJSU resources such as SJSU social media profiles, on-campus recruiting, on-campus printing to connect and bridge the gap between current and incoming members.

Strategy: We believe that by engaging in social media and additional platforms that college-aged students consistently use, we can actively inform college students about the benefits of joining AAUW SJ. We'll complete this by first reaching out to students in various majors and offering internship credit in exchange for their outreach efforts. We will also establish and identify board members as part of SJSU's RSO (recognized student organization) progress and reach out to other recognized gender and diversity groups (i.e. Gender Equity Center, Her Campus…) By collaborating and spotlighting different orgs, we'll be able to grow our recognition and engagement base.

Our last objective will be --- To increase membership among young and established senior professionals working at Bay Area companies through corporate outreach and by utilizing alumni resources.

We believe that these two groups (young + established senior professionals) are essential to AAUW SJ's growth. They both bring a breath of experience to college students that are crucial for mentorship. By utilizing alumni resources and actively engaging and recruiting within these groups, we hope to bridge that gap and intimidation factor between working professionals and college students. Benefits for young and established professionals will include: mentorship, networking and conference opportunities

Phase 1 (Starting in May)—Most of the first phase involves setting the stage for the year—solidifying the SJSU chapter and getting social media sites and the website set. We also want to utilize the first few months to plan events for the upcoming months. Phase 2 (starting late August to December)—Once the SJSU Fall semester and phase 2 begins, we’ll focus on college outreach. We’ll involve and utilize campus resources. We want to assess survey data as well in order to actively improve and adjust tactics. Phase 3 (Jan 2019 to April 2019)—After we establish a strong college student involvement, we will begin focusing on corporate outreach. We will also continue with tactics that we found that worked in the previous phase. Moving forward—Within each phase we want to develop operational routines that can be followed in the future. We want to work in collaborative ways not only to create involvement but to ensure that the actions we take can maintain the new members we gain and attract future members.

Budget is split up into seven sections: Social Media Our largest, other than administrative support, because we believe that this particular digital landscape is most capable of reaching our younger audience. For our older audience, we will use traditional PR tactics. Branding Traditional PR Events Website Development Out-of-Pocket Expenses Out of Pocket expenses include things like print posters, fliers, web hosting fees, etc. Administrative Support Total Budget: $85,050 Total Projected OOPs: $9,421 Thank you all again for joining us today and we hope that you will choose us to be your strategic partner.