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Communication Plan for Harlem School of the Art
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Communication Plan for Harlem School of the Art

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The Harlem School of the Arts, a community arts school that has faced major financial hurdles in the last few years, has received a grant of more than $5 million from the Herb Alpert Foundation that …

The Harlem School of the Arts, a community arts school that has faced major financial hurdles in the last few years, has received a grant of more than $5 million from the Herb Alpert Foundation that will allow the school to retire its debt, restore its endowment and create a scholarship program for needy students.
This presentation slides are created by Peixin(Bingo) Li and Claudia Espinel, master candidates of Public Relations and Corporate Communication Program in New York University.
http://artsbeat.blogs.nytimes.com/2012/09/20/harlem-school-of-the-arts-gets-5-million-from-herb-alpert/

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  • 1. 1 of 27$5millionGrantfromHAFBingo,ClaudiaNovember 9th, 2012
  • 2. 2 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)Content1. Research2. Goal3. Audience4. Strategy and tactics5. Measurement
  • 3. 3 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)Content1. Research2. Goal3. Audience4. Strategy and tactics5. Measurement
  • 4. 4 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)Research-sourceHSAWeb pageSocial MediaMedia ResearchInterviewSchool MaterialsCommunity historyHAFWeb pageSocial MediaMedia ResearchArtChild Education
  • 5. 5 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)ResearchVisionWe envision a world where every child inNYC has access to world-class training in thearts in an environment that emphasizesrigorous training, stimulates creativity, buildsself-confidence, and adds a dimension ofbeauty to their lives, empowering them tobecome the creative thinkers and innovativeleaders of tomorrow.
  • 6. 6 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)ResearchGrants are by invitation only.
  • 7. 7 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)A multi-talented artist.A recording industry executive of A&M Records.A philanthropists of the Herb Alpert Foundation.Research
  • 8. 8 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)Research"When I heard theHarlem School of the Artswas in urgent need ofsupport, I just had tohelp"
  • 9. 9 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)HSA Strategy 2010-2015• Strengthening coreorganizational capacities.• Putting in place practicesensuring long-term financialsustainability• Strengthen programmaticand professional partnerships•Strengthening, expanding, and appropriately publicizing itsunique assetsStrategic Goals
  • 10. 10 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)Content1. Research2. Goal3. Audience4. Strategy and tactics5. Measurement
  • 11. 11 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)Content1. Research2. Goal3. Audience4. Strategy and tactics5. Measurement
  • 12. 12 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)To increase awareness about HAF support toHSA mission through a $5 million grant.– To call prospective donors attention to supportHSA for expanding the number of first timedonors.– To increase awareness in peer organizations anduniversities to promote new programmatic andprofessional partnershipsCommunication Goal
  • 13. 13 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)Content1. Research2. Goal3. Audience4. Strategy and tactics5. Measurement
  • 14. 14 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)Content1. Research2. Goal3. Audience4. Strategy and tactics5. Measurement
  • 15. 15 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)AudienceKey AudienceProspective donorPeer organizationsUniversitiesInternal publicCurrent donatorsmedia
  • 16. 16 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)Content1. Research2. Goal3. Audience4. Strategy and tactics5. Measurement
  • 17. 17 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)Content1. Research2. Goal3. Audience4. Strategy and tactics5. Measurement
  • 18. 18 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)Strategies and Tactics1. Influence prospective donator, artists and peerorganizations through media.2. Inform, empower and motivate internal audienceto share the story about the grant.3. Show HAF’s grant as an example of trust andsupport to HSA to motivate prospect donors4. Present HSA and HAF’s relation as a study case
  • 19. 19 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)Strategy 1Influence prospective donator, artists and peerorganizations through media.
  • 20. 20 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)Inform, empower and motivate internal audience toshare the news.Staff & facultyCurrent DonorsStudentsWalk-in GuestsOnline UsersStrategy 2
  • 21. 21 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)Strategy 3If I can convince other people that havethe means to do likewise to help supportthe arts, I think then it will be a greatevening for me, It’s important for mebecause I want to show otherfoundations that it’s important to giveto the arts.Show HAF’s grant as an example of trust and support toHSA
  • 22. 22 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)InvitationCome and Join us forA Trip to HSAto meet our Future ArtistsSpecial Guest: Herb AlpertTime: 2:00 – 5:30 pmLocation: HSAStrategy 3
  • 23. 23 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)Strategy 4Present HSA and HAF’s relation as a study caseTo art and business schools:The challenges NPO, artand culture education arefacing now days.To peer NPO:Fundraising strategyAccountability, transparencyPartnerships buildingCrisis management
  • 24. 24 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)Content1. Research2. Goal3. Audience4. Strategy and tactics5. Measurement
  • 25. 25 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)Content1. Research2. Goal3. Audience4. Strategy and tactics5. Measurement
  • 26. 26 of 27ce708@nyu.edupl1135@nyu.eduClaudia EspinelPeixin Li (Bingo)MeasurementMetrics:# of donors who‘s interest in HSA# of organizations which want to engage with HSAMedia CoverageInformation Collection:feedback sheets,Following up calls for survey,News alerts
  • 27. 27 of 27Bingo,Claudia 9 Nov 2012Thanks For Listening