Campaigns

“Play Your Part” Volunteer Recruitment Campaign

Problem/opportunity: Community Players Theatre was experiencing challenges with volunteer recruitment and retention, especially as many long-time volunteers aged out of active participation. There was a clear opportunity to revitalize the volunteer base with new energy by engaging younger and more diverse individuals, particularly students and community members unfamiliar with the organization.

Special circumstances: This campaign was developed as part of a senior capstone public relations project. It was a team-based initiative involving research, strategy, and implementation planning. The campaign emphasized relationship-building with local organizations and institutions, including Illinois State University, and prioritized cost-effective, community-driven approaches.

Target public(s):

Primary: Community Players Theatre

Secondary: Local residents of Bloomington-Normal with an interest in the arts or community service.

Objective:

-Develop a campaign strategy to increase volunteer sign-ups by 25% over the next six months. (Benchmark: Average monthly volunteer sign-ups from the previous year.)

-Partner with at least three local businesses or student organizations to promote volunteer opportunities by the en22d of the semester. (Benchmark: Previous partnership engagement metrics.)

-Increase awareness of volunteer opportunities through at least one media placement and five social media features across the theatre’s platforms. (Benchmark: Social media engagement metrics from the prior season.)

Evaluation:

-A full strategic campaign plan was developed, including goals, key messages, audience insights, and tactics for social media, partnerships, and community outreach.

-Partnerships were proposed with local coffee shops, student groups, and ISU faculty to embed the campaign into student life and community events.

-The campaign was awarded first place overall among all senior capstone projects in the course, based on strategic depth, creativity, and potential for real-world impact, as evaluated by faculty and community stakeholders.