Specific: Due to the early-morning TV commercials and print flyers posted all around
Morgantown, the Mountaineer Boys & Girls Club will see an increase in parents visiting the
official club website.
This should lead to an increase in donations and/or enrollment.
Measurable: An increase of 50 new parents supporting the afterschool program.
Attainable: An increase of 50 new parents who live in Morgantown, or in one of the immediate
neighboring towns, supporting the afterschool program.
Relevant: An increase of 50 new parents who live in Morgantown, or in one of the immediate
neighboring towns, supporting the afterschool program which will in turn better extend the
Mountaineer Boys & Girls Club reach towards having a positive impact and influence on the
community and its young folks.
Timely: By December 31, 2021, an increase of 50 new parents who live in Morgantown, or in one
of the immediate neighboring towns, supporting the afterschool program which will in turn better
extend the Mountaineer Boys & Girls Club reach towards having a positive impact and influence
on the community and its young folks.
When you put it all together, the SMART objective for my client is: Due to the early-morning TV
commercials and print flyers posted all around Morgantown, The Mountaineer Boys & Girls Club
will see an increase in parents signing up to support the afterschool program by signing up for
the email newsletter and pledging a monthly donation. By December 31, 2021, there will be an
increase of 50 new parents who live in Morgantown, or in one of the immediate neighboring
towns, supporting the afterschool program which will in turn better extend the Mountaineer Boys
& Girls Club’s reach towards having a positive impact and influence on the community and its
The media products of our TV commercials and print flyers advertising the Mountaineer Boys &
Girls Club will help support this objective because it’s visually how we’re going to be convincing
the parents that this afterschool program is an amazing and safe space for the children of the
community, and that it’s important for the community to recognize how important it is to support
afterschool programs, such as the one provided by the Mountaineer Boys & Girls Club, for the
betterment of our children and the community.
Parents are busy people with busy lives. They don’t want any of their time wasted. Therefore,
when advertising to parents, it’s mandatory to stand out quickly and effectively. The
advertisement should immediately catch their interest and keep them interested as well.
A creative strategy that comes to my mind is a “You deserve more” print/flyer ad campaign,
directed at parents while also including children as well. The idea of this campaign is to get it
across to parents that more is out there, “more” being defined as more positive influence for
their children, less stress for parents and members of the community worried about their kids
going down the wrong path when not being attended to in a healthy and positive manner, etc.
The Mountaineer Boys & Girls Club is ultimately the better child care choice, out of all the other
choices parents have for supporting similar options.
The “You deserve more” ad campaign will be big and bold, catching the attention of parents
instantly. The rest of the ad space will inform parents of the many specific and broad benefits
they can expect from trusting The Mountaineer Boys & Girls Club with their child.
The key messages that my client should be translating to the Morgantown community include
trust, positive influence, peace of mind (eliminating stress) and positive mentorship. Ultimately, I
want the target audience of my client to fully understand and appreciate the huge benefits of
The Mountaineer Boys & Girls Club, so much so that they sign up for our newsletter and maybe
even pledge a monthly donation to the afterschool program.
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