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People Who Care

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3rd Murodch PR year students developed a communication plan to attract younger volunteers; most of their ideas were successfully implemented by People Who Care, and the organisation nominated the …

3rd Murodch PR year students developed a communication plan to attract younger volunteers; most of their ideas were successfully implemented by People Who Care, and the organisation nominated the students for a federal award recognising their efforts for the community.

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  • - Mentoring program to be mentioned here?Forming a band??Life Project Review?To add benefits: children get a listening ear from older clientsTo bridge age gap by doing things together
  • - Mentoring program to be mentioned here?Forming a band??Life Project Review?To add benefits: children get a listening ear from older clientsTo bridge age gap by doing things together
  • - Mentoring program to be mentioned here?Forming a band??Life Project Review?To add benefits: children get a listening ear from older clientsTo bridge age gap by doing things together
  • Where should we add the testimonies to build up footage to be incorporated into corporate video? Are we going to give them an idea on how the corporate video for students should be like? What it should include and choice of words? What happened to our young spokesperson idea?
  • Transcript

    • 1. People Who Care (PWC) Communication Strategy
    • 2. Introduction of PWC  Established in 1980  Concerned about frail aged & people with disabilities  Operated by volunteers  Services  Transportation  Gardening  Leisure Centre  Op Shop  Social Services
    • 3. Current Situation  Increase in quality of healthcare  Longer lifespan  Increase in frail aged people  Increase in demand for community services  Widening generation gap between young and old  Poor perception of volunteering among young people
    • 4. Background  People Who Care suffers from a lack of young volunteers  Low level of awareness of organisation among young people
    • 5. Current age of volunteers 50% 40% 30% Male 20% Fem ale 10% 0% Age 50-65 15- 25 Growing age gap between the old and young volunteers
    • 6. Objectives  Analyse current communication strategies  Create new communication strategies  Increase awareness of PWC among young people
    • 7. Previous Communication Analysis  Volunteer program with schools  Flyers in schools and libraries  Corporate video  Website www.peoplewhocare.org.au
    • 8. Effectiveness of Previous Communication Strategy  Unable to capture the ‘hearts and minds’ of youth via school program  Lack of awareness of PWC among youth  Outdated corporate video  Outdated website content
    • 9. Perspective of the Youths  Reasons for lack of interest in volunteering  Perception  Commitment  Flexibility  Communication Gap
    • 10. Perspective of the Youths  Need to use language of youth to attract & retain  Reduce monotonous volunteer work  Create recognition scheme to reward volunteers
    • 11. Three Communication Strategies  Student Volunteer Program  Youth Volunteer Program  Corporate Communication
    • 12. Student Volunteer Program (SVP)
    • 13. SVP: Introduction  Flexible program designed for students  Works in collaboration with schools  Allows students to work in area of interest
    • 14. SVP: Target Group  Year 9 – Year 11  14 – 16 year olds  Schools from around the Swan district will be first point of contact  Currently 5 schools already working with PWC
    • 15. Students from Guildford Grammer helping out at the Leisure Centre in PWC.
    • 16. SVP: Key Message  Portray volunteering as being meaningful and enjoyable  Showcase the flexibility of volunteering  Activities  Raise interest in volunteering
    • 17. SVP : Induction Stage  Create partnership with schools  Provide SVP package to schools  Package includes:  Corporate Video  Brochures on PWC  Information on all activities  Frequently Asked Questions sheet  Instructions to teachers
    • 18. SVP : Induction Stage  Students directed to website for more information which contains  Forum  Latest Happenings  Picture Gallery  Testimonials  Important that teachers demonstrate enthusiasm
    • 19. SVP : Execution Stage  Students are given brochures and a list of activities available  Students will be split into groups of interest  Leisure Centre  Op Shop  Creative & Academic  Life Story project
    • 20. SVP : Execution Stage  Gain ownership of PWC  WallMurals on parking lot walls  Creative paintings inside PWC  Create database of clients via Life Story project  Evaluation of program  Personal Letter writing  Proposed time-table for different activities
    • 21. SVP : Proposed Timetable Guildford Grammar Student Volunteers : 20 1:00pm Briefing Grp 4: Grp 1: Grp 2: Grp 3: Life Cooking Wall Op Story Class Mural Shop Project 5:00pm Refreshments Sample Volunteer Timetable
    • 22. Student Volunteer Program Op Shop Schools Creative Arts People Who Leisure Schools Care Centre Academic Schools Mentoring Life Story Project
    • 23. SVP : Recognition Stage  Certificate of participation for all students  Presentation among peers to raise interest  Organise a party  Invitation to parents and teachers  Testimonials by students  Certification of appreciation for schools
    • 24. Youth Volunteer Program (YVP)
    • 25. YVP: Introduction  Program caters for young adults  Working in collaboration with tertiary institutes and social activity groups  Provides challenging projects
    • 26. YVP: Target Group  Students from  Universities  TAFE  SocialActivity Groups  Church Groups  Youths from 17 - 25
    • 27. YVP: Key Message  Present tangible benefits of volunteering  Certification of work done at PWC  Networking with peers  Showcase flexibility of volunteering  Variety of Projects to choose from  Works around volunteers schedule
    • 28. YVP : Induction Stage  Create alliances with tertiary institutions  Contact social activity and church groups  Target other youths via mass media
    • 29. YVP : Execution Stage  Allocate projects based on experience and interest  Provide short term projects, shorter commitment  Flexible time schedules  Network with other youths to create collaborative projects
    • 30. YVP : Execution Stage  Tertiary Projects  Chiropractic sessions  Website maintenance  Corporate communication  Op Shop business management  Newsletter editorial team
    • 31. YVP : Execution Stage  General Projects  Event management  SVP parties  SVP co-ordination  Leisure Centre management  Organise activities  Administrative work
    • 32. YVP : Recognition Stage  Certification of appreciation and work endorsements via schools  Providing job referrals for future employment  Certificate of appreciation to tertiary institutes
    • 33. Corporate Communication
    • 34. Corporate Communication  Use of mass media such as radio and print  Create a new youth-oriented corporate video  Create a youth section under PWC website  Revamp current newsletter
    • 35. Radio and Print Media  High costs with radio ads and print media  Use free ads with radio  RadioFremantle  TwinCities  Press releases and invite media coverage of PWC events
    • 36. Corporate Video  Select a youth spokesperson  Similar age group to target audience  Is an active volunteer  Create youth oriented corporate video for young people  Use of animation and music  Language of the youth  Provide copies in DVD’s to schools for SVP
    • 37. Corporate Website  Current website is not updated regularly  Revamp website and create a youth section  Bright colors and easy to navigate  Tender out this to IT schools to use in YVP program  Regular content update and answering of youth queries via email
    • 38. Corporate Newsletter  Current newsletter can be revamped to provide paid advertorial space for advertisers  Tender out as YVP editorial project  Receive and publish article from students  Feature ideas – Volunteer of the Month
    • 39. Conclusion  Corporate issues  Communication Strategies  Recreating youth focus in PWC  Student Volunteer Program  Youth Volunteer Program  Corporate Communication
    • 40. Q&A
    • 41. The End

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