PR plan on a shoestring budget

December 17th, 2012 by under Uncategorized. No Comments.

As the PR class (BUMK 758R) draws to a close, our final group project was to come up with a PR plan for an organization. We worked with Kollaboration DC to help them devise a PR plan to grow their outreach and popularity.

Kollaboration DC’s signature event is an annual event and movement produced by young Asian and Pacific Islander professionals and students, volunteering their time and skills to celebrate the vast talents of their community and hopefully bring them into the mainstream*. Kollaboration DC is a 100% volunteer organization whose operating budget comes from its event’s ticket sales. For the past three years they have sold just enough tickets to break even.

Our challenge was to come up with a PR plan with almost no budget. We met with the executive director to understand more about his vision where he wants to take the organization. Here is what we discovered about Kollaboration DC:

  1. Caters to diverse Asian community in the DC, Maryland and Virginia (DMV) area
  2. Members are between ages of 18 and 40 years
  3. Vision to increase its membership
  4. 100% ticket sales of its signature Kollaboration DC event next fall

Armed with the above information our group got together and came up with two-point plan:

  1. Increase awareness using social media
  2. Develop content to keep the members engaged

We also propose the use of QR codes and monthly newsletters to keep the members updated and engaged about the upcoming events. We are very excited about our PR plan and can’t wait to see the results.

Abhinav Gupta is a 2013 MBA candidate focusing on Strategic Management. Prior to Smith School, he has worked as a management consultant in Singapore. He is currently a Leadership Fellow with Office of Career Services at Smith School of Business and Vice President of International Student Affairs of MBA Association. In his spare time Abhinav loves to cook and fly kites.

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