3. CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012
CROPP Recruiting Event Protocol and Itinerary
Purpose of the Protocol- CGNW created this protocol to guide Southern Branch staff and
CROPP-Corps members in planning, promoting and executing CROPP-Corps recruiting events.
Since CROPP initially will be a pilot program, Southern Branch has the flexibility to try different
recruiting strategies.
CGNW advises CROPP’s implementation take place at the grand opening of the new facility
in Egg Harbor Township. Announcing CROPP’s launch at the grand opening allows the program
to benefit from the publicity surrounding Southern Branch’s new facility.
The following paragraphs contain an outline of a CROPP-Corps recruiting event, list of
required materials, and guidelines for event logistics. CGNW will provide training, consulting,
graphic design and promotional services for each event at your request. Our firm feels we
identify with your target audience --college students. Therefore, CGNW will create a custom
event plan for your organization based on information contained within this protocol.
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4. CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012
CROPP-Corps Event Outline
Overall Goal – To enhance the Southern Branch’s brand identity. To achieve this goal, CROPP
events will recruit new volunteers, donors and supporters. In addition, CROPP events will inform
citizens of Atlantic, Burlington, Cape May and Cumberland Counties of Southern Branch’s new
facility and activities.
Primary message – “Join the CROPP-Corps and Fight Hunger”
CROPP-Corps recruiting events will attract new volunteers, donors and supporters. CROPP
will achieve this goal by providing several forms of entertainment to attract large amounts of
foot traffic. For example, CROPP-Corps Recruiting Stations will offer video games, green screen
photography and karaoke. CROPP-Corps recruiting event activities target a younger
demographic. Additionally, these activities promote CROPP-Corps ability to make volunteering
fun. By following this approach, college students will join CROPP-Corps and spread the word to
their friends. CROPP’s organizational structure, imagery and logo embody a quasi-military
theme. Therefore, the public should instantly identify with CROPP’s primary message. CROPP’s
primary message invokes a sense of accountability. Furthermore, the message has psychological,
patriotic and nostalgic connotations.
From an analytical perspective, CROPP’s message has two elements “Join the CROPP-
Corps” and “Fight Hunger.” Each element serves a unique purpose. “Join the CROPP-Corps”
requests action from the public; however, the first two questions the public may pose are “What
is CROPP-Corps?” and “What does it do?” When both elements are combined, it becomes clear
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5. CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012
CROPP-Corps is a volunteer group focused on fighting hunger. Clarity of messaging will be
vital to CROPP-Corps catching on with young adults.
When the public views a CROPP promotional piece, each person will react differently. For
example, individuals from military families may feel patriotic. However, individuals who are not
motivated by militaristic imagery could still donate to help fight hunger due to their
philanthropic principles.
Awareness – CGNW will create excitement and awareness about CROPP recruiting events
through traditional and social media channels. For example, CGNW will conduct research to
determine the most popular media channels for each county and communicate CROPP’s
messages through the appropriate channel. (e.g. Atlantic County – Television; Cumberland
County – Newspapers)
Logistical Guidelines-
CROPP events will begin promptly at 10 a.m. to project professionalism.
Local Universities will host CROPP events - (Stockton College).
CROPP events will commence directly in front of the university’s student center to
attract visibility and a high-level of foot traffic.
If changes are necessary due to inclement weather, CROPP events will take place
indoors or on another date.
Southern Branch and University staff will receive notice of rescheduled CROPP
event details via email.
CROPP events are fun, yet functional and informative.
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6. CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012
CROPP-Corps members will invite local religious, political and community leaders to
CROPP events.
Local dignitary appearances at CROPP events are photographed and included in post-
event news releases.
In case of an emergency, CROPP-Corps members should call 911 immediately and
notify Campus Police and Emergency Medical Services
CROPP-Corps members will setup and disassemble tents, sound systems or other
equipment.
Southern Branch executives should make surprise appearances at CROPP events to
participate in photo opportunities.
Southern Branch executives should network with University administrators and
ensure Southern Branch and CROPP are being represented professionally.
Local media outlets will receive news releases related to a CROPP event at least one
week prior to the event.
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7. CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012
Materials - CROPP events require the following items to achieve success:
One white, 3-door, RWD, Cargo Digital Camera w/ Green Screen
Van, 6-Speed Automatic, 4.8L V8 Photo wall
16V MPFI OHV Flexible Fuel and
professionally painted with
CROPP-Corps and Southern Branch
logos.
Video Game Wall
Two 10x20 EZ Pop-Up tents to
Professional sound system
serve as recruiting / reception
featuring the following items:
stations
o SKB DJ Station: Roto-
Mold Shell, 10U Slant
Top Rack, 6U Front
Rack, Wood Reinforced,
Soft Nylon Cover.
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8. CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012
o Acoustic Audio GX-350
Pair 500 Watt Pro DJ
Speakers PA Studio
Monitors
o Pyle-Pro PSTK103
Heavy-Duty Aluminum
Anodizing Dual Speaker o Pyle Pro PTA1400 1400
Stand with Traveling Bag
Watt Professional Power
Kit.
Amplifier
o Four Pyle-Pro PPSJ30 o Two or more wireless
Professional Speaker
microphone
Cables (12 Gauge,
Speakon to 1/4'', 30 ft.)
Details-
CROPP-Corps members will distribute giveaways like recipe cards, food calendars and
pens . The giveaways serve as incentives for signing up and enhance Southern Branch’s Brand
identity.
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9. CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012
Fundraising
The green screen photo wall and video game wall will attract foot traffic and identify
with a college aged audience. Additionally, these attractions create non-traditional methods of
fundraising. When a person donates five dollars or more to the FoodBank, they receive a gift of a
ticket redeemable for a green screen photo or two rounds on the video game play. The sound
system will attract college students walking around campus. They will be able to sing a karaoke
version of their favorite song for a five dollar donation.
The CROPP-Corps van will serve as a mobile promotional vehicle and storage device for
CROPP event materials. The van should display a professional paint job with clean graphics.
Additionally, the van should have 20-inch rims, a sound system and video screens to further
identify with CROPP’s target audience.
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10. CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012
CROPP Recruiting Event Itinerary –Stockton
8 a.m. - CROPP-Corps members arrive on campus to meet with Stockton College Special
Event staff.
9 a.m. - CROPP-Corps members arrive on campus to help set up CROPP Recruiting Station
Team A
Unload CROPP-Corps van
Set up tent and tables
Check sound system
Team B
Walk across campus to distribute flyers and spread the word about the event.
Welcome Stockton administrators, community leaders and other guests.
10 a.m. - Event begins. CROPP-Corps members continue to walk around campus to
distribute flyers.
10 a.m. to 4 p.m. - CROPP-Corps members play music, network and register new CROPP
members.
4:30 p.m. - CROPP-Corps members pack up materials and return to Sothern Branch to
unload the van and secure materials at the main facility.
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11. CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012
Media Relations
CROPP’s staff should include a public relations practitioner. This individual can be a current,
qualified volunteer or college intern. Qualifications for this position include a background in
communications and excellent written and verbal communication skills. This individual’s duties
will include producing newsletters, creating media kits and supervising CROPP media relations
efforts. Local and state-wide print, digital and broadcast media outlets will receive news releases
one week in advance of CROPP events.
CROPP media kits should include:
News release
Fact sheets related to SB and CROPP
F.A.Q sheet
Photographs
Southern Branch and CROPP logos
Biographical data on CROPP and Southern Branch staff
Lists of Southern Branch media contacts
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12. CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012
Media Relations Overview
Print Media: Create news releases targeting media in the vicinity of Stockton College:
Newspapers Magazines
Cape May Star and Wave Atlantic City Weekly
The Current of Egg Harbor Township Cape May Magazine
Courier Post Lifestyle Magazine
The Press of Atlantic City South Jersey Magazine
Broadcast Media: Provide outreach to the following broadcast networks:
WCAW-NBC10 WPSG- CW57
WHYY-PBS12 WPVI-ABC6
WKYW-CBS3 WTXF- FOX29
WNJN-NJN WUVP-UNIVISION
WPHL-PhL17 WMGM-TV40
Radio: Provide outreach to the following radio outlets:
77 WABC – 770 AM, WNJZ - 90.3 FM, NJN,
ABC Radio New Jersey Public Television and Radio
WNJM - 89.9 FM, NJN WNJN - 89.7 FM, NJN
New Jersey Public Television and Radio New Jersey Public Television and Radio
College Media: Stockton College’s media outlets:
Argo, student- WLFR 97.1, student, Stockton Student Television (SSTV),
produced community directors and staff information and entertainment for on-campus
newspaper produced radio television channel 10
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13. CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012
Emergency Guidelines
In the event of an emergency, CROPP-Corps members should follow these guidelines:
Call 911 immediately
Locate and alert campus police of the situation
Inform Southern Branch executives in attendance of the situation
If no Southern Branch executives are in attendance, refer to your contact sheet with
Sothern Branch emergency contacts and call the appropriate person immediately.
Inform CROPP-Corps members to immediately assemble at the CROPP-Corps van
Take a headcount of CROPP-Corps members once they assemble at the van
If any CROPP-Corps members are missing alert campus police
Secure CROPP-Corps equipment
Don’t offer any unadvised statements to the media
Refer any media with questions to contact the Southern Branch’s main facility
Return to Southern Branch’s main facility
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14. CROPP-Corps Recruiting Event Itinerary – Julian Gibson –CGNW- 2012
Logos
-Created by Julian Gibson – April 15, 2012
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