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OUR TEAM For more than 100 years, Big Brothers Big Sisters has operated under the belief that inherent in every child is the ability to succeed and thrive in life. Big Brothers Big Sisters of NYC is considered the founding agency of the nation’s youth mentoring movement. Since 1904, the mission has been to give all children in New York City who face adversity an opportunity to experience a strong, enduring professionally supported one-to-one mentoring relationship with adults that will help change their lives for the better. BBBS partners with families, volunteers, organizations, and the community to inspire positive change (Big Brothers Big Sisters New York City, 2014). National research has shown that positive relationships between ‘Littles’ and their ‘Bigs’ have a direct and measurable impact on children’s lives. By participating in our programs, Little Brothers and Sisters are:
• More confident in their schoolwork performance • Able to get along better with their families • 46% less likely to begin using illegal drugs • 27% less likely to begin using alcohol • 52% less likely to skip school
(Big Brothers Big Sisters, 2015)
CURVE BALL Currently there are 520,799 children living at or below the poverty level in New York City. 149,000 are from single-parent families. Every year, BBBS of NYC connects more than 3,500 of these kids with a “Big” who can help them believe that their present situation doesn’t have to be their future (Big Brothers Big Sisters New York City, 2014).
PLAY BALL BBBS of NYC wants to hold event where all 3,500 children can bond with a ‘Big’ and create a social buzz in NYC centering on these children and their aspirations. The campaign will work to raise awareness of Big Brothers Big Sisters initiatives, gain support from larger organizations and develop a stronger bond between volunteers and clients. TEAMATES The New York Yankees are committed to supporting partners and working with them to enhance the surrounding communities. The New York Yankees also promote the positive change of local youth through sports and social outlets making them a great partner for the “Pitching for Positive Change” campaign.
MVPS • Macy’s
A national company and local New York City retailer believes in creating stronger communities. The volunteer efforts and outstanding corporate giving history of Macy’s shows the involvement and commitment to making a difference in the community. Macy’s would be a great partner for BBBS because of their well-known name, exceptional corporate giving history, and its will to make an impact on society.
• Hillshire Brands
An American food company based in Chicago, Illinois and is known for its BallPark Hotdogs. The company employs approximately 9000 people and generates nearly $4 billion in annual sales. Hillshire would be a great sponsor for the event by providing food and vending options during the event.
• GERM-X
The United States largest hand sanitizer seller strongly believes in supporting communities and it’s commitment to social responsibility and corporate citizenship is evident through the support of select non-profit organizations that are reasonably aligned with it’s values and mission. GERM-X is a previous sponsor of BBBS of NYC.
• Major League Baseball Major League Baseball Charities is nonprofit organization that provides support to other local, national and international nonprofits to directly conduct or sponsor activities for the promotion of good health, physical education, public safety, medical research, literacy, educational or charitable purposes. By partnering with the NY Yankees, MLB is more than likely a prospective sponsor.
FANS Behind The Cage-ers:
• Staff • Volunteers • Clients • New York Yankee Major League Baseball • Media • Donors
Grandstand-ers:
• NYC Residents • Families • Vendors • School Systems • Government
CHEERS, CHANTS, AND ROOTS • Big Brothers Big Sisters gives all children in NYC an opportunity to experience one-to-
one mentoring at the “Pitching for Positive Change” event at Yankee Stadium in 2016. This message will target publics such as donors, government, local NYC residents, vendors, school systems, the media and various supporters to generally explain how this event is connected to the organization's mission.
• Teaming up with a “big” will help change the lives of youth for the better and inspire positive change. This message will target publics such as BBBS’s actual clients, volunteers and families affiliated with the mentoring program.
• “Pitching for Positive Change” This message will target all publics and serve as a tagline for this campaign.
RULES BBBS will inform target publics about the “Pitching for Positive Change” event and the importance it has on youth. BBBS will educate the publics of the event by 90% by May 1, 2016.
• Create an additional webpage on bigsnyc.org to showcase information about the event.
• Generate multiple press releases and advisory letters to send to other organizations, news outlets, and school systems.
• Utilize Facebook by creating an event to share with social media users to spread awareness of the upcoming event.
• Create and Distribute informational brochures about the event and its purpose to health facilities, school districts, and day-care centers.
• Produce informational pages to insert in Yankee’s program for game distribution.
BBBS will work to increase supporters of the organization and its cause by 40% by June 1, 2016.
• Pitch via telephone to generate an increase of supporters of the organization. • Distribute brochures with credible content to inform publics of the organization's
successes. • Host a news conference in effort to develop strong media relations. • Develop a social media campaign to reach out to our partners and sponsors to ensure
the word is out about ‘Pitching for Positive Change.’ • Send out newsletters to publics in order to keep them updated about BBBS’s
achievements and stories. • Create an additional webpage on bigsnyc.org to showcase information about the
event.
BBBS will work to develop a greater media presence within local and national news throughout the campaign.
• Send out media advisories to make initial contact with media and make the event known.
• Distribute press releases in effort for media to take advantage and follow the campaign.
• Create a news story after the event to be sent out to nonprofit-focused and sports-related publications.
• Develop a social media campaign to reach out to media in effort to gain coverage. • Interview stakeholders of BBBS of NYC and New York Yankees’ in order to generate
newsworthy information.
GAME PLAN Media Advisories
• January 1, 2016 o Distribute an advisory with information about the upcoming news conference as
a simple notification about the event o Send to: newspapers, radio and television broadcasters, NY Yankee media
specialists • March 1, 2016
o Distribute an advisory with information about the upcoming news conference as a simple notification about the event
o Send to: newspapers, radio and television broadcasters, NY Yankee media specialists
• April 1, 2016 o Distribute an advisory with information about the upcoming news conference as
a simple notification about the event o Send to: newspapers, radio and television broadcasters, NY Yankee media
specialists
Press Releases • February 1, 2016
o Distribute a coming event press release to introduce the event to the media o Send to: newspapers
• April 1, 2016 o Distribute a press release with a focus of the various sponsors contributing to the
event o Send to: newspapers
• May 1, 2016 o Distribute a hometowner press release that focuses on Yankee first basemen
Mark Teixeira’s experience as a partner and big brother for BBBS o Send to: Teixieria’s hometown newspaper
• June 15, 2016 o Distribute a press release summarizing the event’s highlights o Sent to: newspapers
Phone Pitches
• January 1 - March 30, 2015 o Make calls in effort to gain sponsorships o Various corporate businesses
Brochures
• February 1, 2016 o Distribute informational brochures about the event and its purpose o Send to: health facilities, school districts, day-care centers, media, partners and
sponsors Newsletters
• January 1 – July 1, 2016 o Distribute print and email newsletters that highlight BBBS’s achievements and
stories o Send to: primary and secondary publics
Informational Inserts
• April 1 – June 1, 2016 o Create information insert to publicize the event o Insert in NY Yankee’s program for game distribution
News Conference • April 22, 2016
o A news conference will be held where the media can ask questions about the event and even speak with the BBBS CEO Pam Loria, NY Yankee players, coaches and various other stakeholders
o Broadcasters, Journalists, Newspapers
Interviews • April 22, 2016
o Interviews will take place at the news conference o Interviewees: NY Yankee players who have participated or have a vested
interest in the BBBS, NY Yankee coaches, CEO of BBBS, various other stakeholders Feature Story
• May 1, 2016 o Send out a feature story to the media about long time Yankee first basemen
Mark Teixeira’s experience as a partner and big brother for BBBS. o Send to: newspapers and nonprofit-focused and sports-related publications
News Story
• June 30, 2015 o Develop a news story about the event and include highlights, photos, and
quotes. o Send to: nonprofit-focused and sports-related publications
Webpage
• January 1, 2016 o Develop an additional webpage on bigsnyc.org to showcase information about
the event
Social Media Campaign • February 1 – June 11, 2016
o #Pitching4PositiveChange o Make connections with partners and sponsors Twitter accounts o Create a Facebook event to share o Reach media by sharing press releases, stories, and updates
GAME DAY Yankee Stadium, New York. (1 E 161st St, Bronx, NY 10451) June 11, 2016 1 p.m. - 5 p.m. Tentative Agenda: 1p.m. - 2 p.m. “Welcoming warm up”
• Meet your new little sibling • Sign up for baseball game and pick teams • Grab a pre-game snack • Team building exercise
2 p.m. - 2:30 p.m. “Pep talk from Coach”
• Have a one of the NY Yankee’s players give a speech about teamwork, and enjoying the company of a big and little. can we see if any of the players had an emotional tie to our program?
3 p.m. - 5 p.m. “Pick Up Game” • Following the speech, have a special guest throw the first pitch • Enjoy other activities listed below
List of Activities:
• Crafts • Mini concert • Games • Team building exercises • Photo booth with baseball characters • Ball Park Food Booths • Donation Booth
WORKS CITED “Big Brothers Big Sisters.” We Are Here to Start Something. Web. 28 Oct. 2015. "Big Brothers Big Sisters of New York City." About Us. Web. 26 Oct. 2015. “GermX.” Corporate Giving Policy – GermX. Web. 28 Oct. 2015. "Macy’s, Inc." Social Responsibility. Web. 26 Oct. 2015. “MLBcommunity.” MLB Community: MLB Charities: Information. Web. 28 Oct. 2015. "Tyson Foods.” Tyson Foods: Ways We Care. Web. 28 Oct. 2015.
