Donna Zehner
Strategic Marketing Plan - Miss Montana
Three E's (Expand, Enable, & Elevate)​
Please use the following links to move through the site
Time Analysis
Description:
In Montana there are
Year of Service Breakdown
Expand Our Reach
Who are we targeting?
- Women
Where do we generally find women in Montana?
1. Social Events
2. Schools
Hula Hooping Contest
Description:
In Montana there are 44, 4-H Fairs and 36 rodeos. As Miss Montana, I plan to host hula hooping contest at these events to raise scholarship funds for the Miss Montana Scholarship Program. In this contest, people will pay $5 to enter and can win their $5 back by hula hooping longer than me. I will also use the events to connect with local 4-H/rodeo royal and court, as well as community members to speak about the Miss America Organization.
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Goal:
Is to fundraise and increase recruitment for the Miss Montana Scholarship Program.
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Purpose:
Is to the enhance the Miss Montana Organization by attending large scale community events.
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4-H Fair Schedule
Pro Rodeo Schedule
Segment on Science Hobbies
Description:
According to the Pew Research Center, only 2 in 10 people have an interest in science-related hobbies, yet millions of Americans enjoy the outdoors every year. This demonstrates a clear misunderstanding of the general public's perception of science hobbies. As Miss Montana, my plan is to host an outdoor science hobby every month and create a video about the experience that leaves people with enjoyment and action items to apply to their lives. Located to the right are sample videos.
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Goal:
Is to bring people together for an event to connect science with outdoor activities. The goal with the videos are to expand the reach to a larger audience.
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Purpose:
1. Only 1 in 4 people follow a science page (Pew Research Facility). By creating short entertaining videos this will increase the people following a science page.
2. Is to get people thinking about the activities they do involving science and being fun.
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Sample Video
Trivia Nights
Description:
As Miss Montana I will host twelve in-person trivia nights each in partnership with local restaurants, saloons, and community events. These trivia nights will have questions focused on the science related to current issues in today’s society and the Miss America Organization. After the event, all trivia questions will be posted on social media.
Goal:
Is to help people improve information literacy and enhance outreach with with the Miss America Organization.
Purpose:
Is to raise awareness for the importance of incorporating verified facts into decision making and expand people's knowledge of the Miss America Organization.
Virtual Trivia Display
Are you Science Savvy?
Description:
This activity is in partnership with local restaurants, malls, and community events to make appearances, host meet and greets, and provide people the opportunity to participate in a fun challenge called, “Are you Science Savvy?”. The challenge includes answering a series of science questions related to current societal issues. With permission from each participant, their answers will be recorded and edited together to create a video published on social media. The winners who answer all questions correctly will win prizes sponsored by the venue. As the next Miss Montana, my plan is to host this event once every month to help with recruitment efforts.
Goal:
Is to raise awareness for the Miss Montana competition by meeting Montanans in public spaces.
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Purpose:
Is to expand recruitment efforts to more public spaces while also advocating for my social impact initiative, Savvy Science, and increasing the number of people who incorporate science in their everyday decision making.
Sample Videos
US Forest Service Commercial
Description:
I currently work at the Black Butte Fire Lookout in Eureka, Montana where one of my primary responsibilities is Public Relations for the Forest Service. This is my third year working for the Forest Service and with the title of Miss Montana, I want to use my connections to create a mutually beneficial recruitment video.
There is currently a shortage of wildland firefighters, yet in our state there is an increase in frequency and intensity of wildfires. As Miss Montana, I would use my existing partnership with the Forest Service to promote the Miss America Organization by showcasing me, in the various roles people can serve on fire crews. To the right is an initial list of the footage I would obtain for the video.
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Distribution:
The video would be distributed to over 400 Town Pump gas stations across our state.
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Partnerships:
United States Forest Service & Town Pump
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Goal:
Is to increase recruitment for the organization by distributing footage of Miss Montana at easily accessible locations across the state that showcases her doing relatable, honorable, and exciting activities.
Purpose:
Is to promote both the Miss Montana Competition and Wildland Firefighting.
Colleges in Montana
Description:
My plan as Miss Montana is to contact all 27 colleges and the 8 cosmetology schools in Montana and verify the Miss America Foundation is on their scholarship list.
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Goal:
Is to increase recruitment by covering our basis in making sure each college in Montana at a minimum, has our program listed on their scholarship page.
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Purpose:
By having our organization listed as a scholarship we will be directly targeting young women actively searching for scholarship dollars in Montana.
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Information Literacy Presentations
Description:
I currently give presentations for Savvy Science to improve information literacy throughout our state. As Miss Montana, I would add in talking points about the Miss America Organization to my existing interactive activities and continue these presentations throughout my year of service. Specifically, I will perform a school tour to the 28 elementary schools and 15 high/middle schools in the north west portion of Montana. To the right you can find not only the Montana school districts I plan to focus on, but also a table with contact information I've gathered for each school and presentation slides.
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Goal:
Is to make sure every student I interact with feels touched and connected to science and the Miss America organization, and has a tangible item to leave with - whether that's an individual polaroid picture, a digital photo, or a signed autograph card.
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Purpose:
Is to increase both recruitment for the organization and information literacy in northwest Montana.
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Partnerships:
I am partnering with Chris Ferris, a children's book author who simplifies scientific concepts.
Elementary School Presentation
Middle & High School Presentation
Partnership: Childrens Books
Adult Presentation
Science Communication Workshop
Description:
I have developed a course called, “Science Communication for Students Studying Science” that fills a need in post-secondary education for helping students relay scientific information to the public. The goal of the course is to help connect science to society by directly teaching students science communication skills. I have transformed my 10–12-week course into a 10-minute workshop, and as the next Miss Montana, my plan is to perform a college tour where I present my workshop to students at each of the 27 colleges in Montana. Additionally, during these workshops I plan to explain the scholarship and career benefits of the Miss America Organization to enhance recruitment for the Miss Montana Scholarship Organization.
Goal:
Is to increase both recruitment for the organization and science communication in Montana.
Purpose:
Is to expand the Miss Montana recruitment outreach by using my workshop as a doorway into university classrooms where students are provided information about the scholarship program and skills in science communication where they learn (emotion recognition, empathic responding, and the imago dialogue).
Enable Our Women
Enable our women by providing them affordable resources
Science Translations
Description:
This is a social media post that occurs once every two weeks where I take a social issue and explain a scientific aspect about it to help people have a better in-depth understanding of the issue that gives them a path for what to do with the information. I also have a request feature on social media so that people can request content they want to see! To the right is an example of what a post looks like.
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Goal:
Is to provide explanations and solutions to competition specific issues.
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Purpose:
Is to increase the number of people who use science to make everyday decisions.
Example of Instagram Post
Instagram Feed Preview
Snap Inc. Permission Granted
Virtual Closet
Description:
Cost is one of the biggest hurdles for candidates. To make the competition more affordable, I plan to create a virtual closet. Shown below is a sample of what the virtual closet will look like. This is a google spreadsheet that can be shared to any woman with an email. The items in this closet remain with the owners. The cost of the item is the shipping & handling (which could be picked up in person and = $0) as well as the dry-cleaning fee, which will be paid to the owner of the garment. If damages occurred to the item while in the barrower possession, the barrower would sign an agreement to pay either for repairs or the original price. My plan is to contact current and previous candidates, previous titleholders, and advertise on social media to spread the word about being able to make money off your personal wardrobe collection. To take the first step in doing this, I have created a virtual closet request form shown to the right.
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Goal:
Is to reduce cost-associated barriers for candidates.
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Purpose:
Is to have a resource for candidates that is mutually beneficial for both the barrower and owner.
Competition Insights
Description:
My plan is to target the low enrollment at the Miss Montana competition by providing competition seminars over zoom. These virtual seminars will discuss the various aspects and phases of competition to help women feel prepared. Each seminar will be 30 minutes and cost $5.00 to attend, with an estimated total of 25 seminars. My plan is to begin these following the Miss America competition and hold one seminar every Saturday. Additionally, I plan to pair my school tours with an after-school activity to provide in person assistance about the competition to also enhance recruitment for the seminars. These seminars will be recorded and available for purchase on the Miss Montana website.
Goal:
Is to decrease access barriers about how to be competitive in the competition and increase our enrollment.
Purpose:
Is to show we as an organization recognize the importance of helping women be competitive and successful in life and “Competition Insights” is an affordable way to do that.
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Elevate our Organization
Elevate our organization with sponsorship, science, and marketing.
Science Adventures
Description:
This is a video series, occurring once a month, where I partner with different career professionals to showcase the direct correlation for how the Miss America Organization prepares women for exciting careers in science.
Goal:
Is to show places careers in science can take woman and how Miss America prepares women for those careers.
Purpose:
Is to share new perspectives for the work women in science perform, how their work impacts the lives of everyday citizens, and the relevant skills gained from the Miss America Organization.
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Sample Videos and table of schedule
Sponsorships
Frequency:
Once a month
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Description:
I’d also want to focus my appearances on rodeos and fairs, parades, where I can not only showcase my talent of hula hooping, but also raise scholarship funds for the Miss Montana Scholarship Program with a You vs Miss Montana Hula Hoop Contest where people pay to enter a competition with me to see who can hula hoop longer.
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Expansion for Miss Montana:
Fundraiser & Recruitment. Cash or check donations - Create a venmo specifically for Miss Montana or do an online silent auction
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Goal:
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Purpose:
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Science Savvy Spotlight
Frequency: Once a month - Post
Goal: IS to highlight creators with science based approaches - who work to translate science into usable information to help people develop new perspectives.
Description: The Science Savvy Spotlight is an award that goes to a social media creatorwho has incorporated science into their daily lives.
Purpose: 1. Connect and praise other science-based creators. 2. Increasing followers by sharing a post about them receiving an award which can get shared on their professional and personal page which will go to their friends and family
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Marketing Materials
Frequency:
Once a month
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Description:
I’d also want to focus my appearances on rodeos and fairs, parades, where I can not only showcase my
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Goal:
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Purpose:
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