"Friends in Service Helping" PR Presentation

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Along with fellow classmates, I worked on creating a PR plan for a non-profit organization to increase awareness about their services and increase the number of volunteers, donations, and clients.

Along with fellow classmates, I worked on creating a PR plan for a non-profit organization to increase awareness about their services and increase the number of volunteers, donations, and clients.

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  • 1. Public Relations Campaign
  • 2. Public Relations Campaign Agenda •  Our  Agency   •  Situa/onal  Analysis   •  Objec/ves   •  Strategies   •  Target  Audience   •  Tac/cs   •  Measurement  &  Evalua/on   •  Timeline   •  Budget   •  Conclusion  
  • 3. Public Relations Campaign Our Agency •  Ac/ve  Reac/ons   –  Our  mission   •  The  Ac/ve  Model   –  Analyze   –  Select   –  Create         –  Evaluate    
  • 4. Public Relations Campaign Situational Analysis •  Compe/tors   –  Gadabout   –  ADA  Paratransit   –  Family  Care  Giving   –  Hospicare  &  Pallia/ve  Care  Service  of  Tompkins   County  
  • 5. Public Relations Campaign Situational Analysis •  Research   –  Long-­‐term  Health  Care  Needs  Assessment  of  2010   –  FISH  Current  Survey   –  Way2Go   –  Addi/onal  Suggested  Survey      
  • 6. Public Relations Campaign Need Graph
  • 7. Public Relations Campaign What’s Been Done So Far… •  Rare  Coverage   –  Town  Talk  column  of  Ithaca  Journal   –  Significant  results   •  Gadabout   –  Ithaca  Journal     –  Volunteermatch.org     –  Posi/ve  exposure    
  • 8. Public Relations Campaign SWOT •  Strengths   •  Weaknesses   –  Reputa/on   –  Reaching  Clients   –  Low  Commitment  Required   –  Decreasing  Volunteers   –  Personal  Service   –  Lack  of  Funds   –  Service  Area   –  No  Centralized   –  CommiXed  Staff  and  Volunteers   –  Small  Staff   –  Free  Services   –  Transporta/on  
  • 9. Public Relations Campaign SWOT •  Opportuni/es   •  Threats   –  Market  Expansion   –  Compe/tors   –  Corporate  Sponsorship   –  Low  levels  of  Awareness   –  Dona/ons   –  Complimentary  Services   –  Many  Local  Students   –  Large  Demand  for  Service   –  Way2Go  Recogni/on  
  • 10. Public Relations Campaign Objectives   •  To  increase  local  awareness  of  its  free  services   •  To  reach  volunteers,  clients,  and  donators  who   can  help,  use,  and  contribute  to  the  services        
  • 11. Public Relations Campaign Strategies •  "Making  Friends  Since  1966”   –  Emphasize  the  rela/onship  between  driver  and   clients  and  the  feeling  of  friendship  that  is  created   •  Iden/fied  3  target  audiences     –  Clients   –  Donators   –  Volunteers  
  • 12. Public Relations Campaign Target Audience •  Clients   –  Senior  Ci/zens   –  Young  Adults   •  18-­‐25   –  Children   •  Donors   –  Service  League   –  Tompkins  County  Trust  Company   –  Women s  Community  Building  
  • 13. Public Relations Campaign Target Audience •  Donors  (cont’)   –  Local  College  &  University  outreach   –  Fundraisers   •  Volunteers   –  Newly  Re/red   –  18  Years  of  Age   –  Flexible  Schedule   –  Minimal  Commitment  
  • 14. Public Relations Campaign Tactics •  Online   –  Revamp  the  website   •  Increase  overall  website   –  “Request  a  Ride”   •  Easy  access  to  client  informa/on   Ithaca  Daily  News     Tompkins-­‐co.org   Theithacan.org   Cornellsun.com  
  • 15. Public Relations Campaign
  • 16. Public Relations Campaign Tactics •  Print  Media   –  Resona/on  with  target  audience   –  New  and  vibrant  fliers   –  Brochures   –  Press  Release   Ithaca  Times   Ithaca  Journal   Finger  Lakes  Community  Newspaper   Ithacan  Cornell  Chronicle   Cornell  Daily  Sun   Cornell  Alumni  Magazine   Tompkins  Weekly   Life  in  Finger  Lakes  Magazine   Ithaca  Community  News  
  • 17. Public Relations Campaign
  • 18. Public Relations Campaign                                                            Eleanor  Carey                                                                                                                                                                                                                                                                                                                  (866)255-­‐6545                                                                                                                                                                                                                                                                                                  eleanor1941@live.com                                            hXp://webideaz.com/fish/   FOR  IMMEDIATE  RELEASE       FRIENDS  IN  SERVICE  HELPING  IS  LOOKING  FOR  HELP  FROM  THE  COMMUNITY       ITHACA,  NY-­‐-­‐  January  1,  2010-­‐-­‐  The  Ithaca  chapter  of  Friends  in  Service  Helping  organiza/on  is  looking  for  volunteers,  addi/onal  clientele,  and  dona/ons   from  the  local  community.  In  the  first  half  of,  2010  FISH  volunteer  drivers  drove  over  8,000  miles  and  served  300  clients  all  over  Tompkins  County.  Their   services  are  very  important  to  a  number  of  people  however,  the  declining  number  of  volunteer  drivers  is  limi/ng  the  transporta/on  they  are  able  to   provide.  To  find  out  more  informa/on,  to  volunteer,  or  donate  please  call  1-­‐866-­‐255-­‐6545.       There  are  a  number  of  volunteer  opportuni/es  available  at  FISH.  They  are  looking  for  volunteer  drivers  to  medical  and  health  related  appointments.  They   are  also  asked  to  select  a  minimum  of  two  days  per  month  to  be  on  call  for  transporta/on.  The  service  is  available  8am  to  5pm  on  Monday  through   Friday.  Volunteers  are  expected  to  use  their  own  personal  vehicles  and  be  prepared  to  pay  for  fuel  costs.  They  should  have  a  clean  driving  record  and   knowledge    of  the  Tompkins  County  area.  In  addi/on,  FISH  is  looking  for  poten/al  telephoner’s  who  would  be  responsible  for  transminng  messages  and   establishing  collegial  rela/onships  with  FISH  drivers.  They  are  asked  to  volunteer  a  minimum  of  one  day  per  month  and  should  have  access  to  a  personal   phone.       The  Tompkins  Long  Term  Care  Council  and  Health  Planning  Council  Unmet  Needs  Survey  determined  that  transporta/on  is  the  number  one  concern   among  people  in  need  in  Tompkins  County.  FISH  is  a  non-­‐profit  organiza/on  that  provides  transporta/on  to  individuals  who  need  rides  to  and  from   appointments  anywhere  in  Tompkins  County.    They  are  one  of  the  six  service  agencies  ranked  as  “high  impact”  in  the  county,  and  the  growing  demand   for  the  service  is  affec/ng  the  organiza/on  greatly.    Dona/ons  are  greatly  appreciated,  and  are  used  for  a  number  of  func/on’s  including    fuel  reimbursement  and  marke/ng  material.       The  growing  demand  for  FISH  transporta/on  services  are  due  to  an  expanding  range  of  medical  services  offered  in  Tompkins  County,  the  aging  of  the   general  popula/on,  and  the  economic  state  of  the  na/on  increasing  pressure  on  a  number  of  people.  To  request  a  ride  from  FISH  please  call   1-­‐866-­‐255-­‐6546  with  the  following  informa/on:  name,  address,  phone  number,  name  and  address  of  medical/health  service,  and  date  and  /me  of   appointment.       About  FISH:   FISH,  an  acronym  for  Friends  in  Service  Helping,  is  a  non-­‐profit  organiza/on  in  Tompkins  County.  FISH  volunteers   provide  free  rides  to  Tompkins  County  residents  in  need  to  medical  and  health  related  services.  All  rides  are  smoke-­‐free,  private,  confiden/al  and   comfortable.  FISH  primarily  serves  elderly  ci/zens  who  may  be  frail  or  who  no  longer  drive,  and  Tompkins  County  residents  who  have  limited   transporta/on  op/ons  and  resources.  FISH  has  been  in  Tompkins  County  since  1966  having  been  started  by  members  of  St  John’s  Episcopal  Church.   Today  FISH  is  non  sectarian  and  is  governed  by  a  six  member  Board  of  Directors.  
  • 19. Public Relations Campaign Tactics •  Radio   –  PSAs     •  Free  to  non-­‐profit  agencies   •  Great  way  to  reach  older  audiences   •  Cayuga  Radio  Group   WSQG    90.9  FM  Binghamton’s  Jazz  &  News  Alterna/ve   WICB      91.7  FM  Ithaca  College   WVBR    93.5  FM  Ithaca's  Real  Rock  Sta/on   WYXL      97.3  FM  Lite  FM  97.3   WQNY    103.7  FM  Q  Country   WHCU    870AM  (10-­‐12pm)  News  Talk   WTKO    1470  AM  WTK  Oldies   WYBY      920  AM  Bible  Broadcas/ng  Network   MLNL    1000  AM  Chris/an  Radio   WNYY    1470  AM  Progressive  Talk  
  • 20. Public Relations Campaign Tactics •  Dona/ons   –  banks,  grocery  stores,  medical  loca/ons,  insurance   agencies,  privately  owned  businesses   •  increase  awareness  of  services   •  Suggested  areas:   –  Wegmans     •  (date  of  event,  purpose,  what  is  needed,              copy  of  501  (c),  contact  person)   –  Tops  Market     –  Cayuga  Medical  Center   –  Tompkins  Trust  Co.  
  • 21. Public Relations Campaign Potential Donators List
  • 22. Public Relations Campaign Tactics •  Local  Events   –  Downtown  Ithaca  Alliance     •  Chili  Fest   •  Apple  Fest     –  This  will…   •  Increase  Awareness   •  Interac/on  with  poten/al  clients,  volunteers,  and  donators   –  GIAC  Fes/val    
  • 23. Public Relations Campaign Measurement and Evaluation •  Dona/ons     –  Dona/on  list  for  repeat  donors   •  Website  traffic   –  Who  is  visi/ng,  and  what  sec/ons   •  Survey     –  Customer  sa/sfac/on   •  Media  Coverage     –  Success  of  PSAs   •  Media  Rela/ons   –  Other  media  outlets   •  Rides   –  How  customers  make  appointments  
  • 24. Public Relations Campaign 2011 Timeline Ithaca  College  Fundraiser   Cornell  University  Fundraiser   Jan     Feb   Mar   Apr     May     Jun     Jul     Aug     Sept     Oct   Nov     Dec     Relaunch  website   GIAC  Fes/val   Print  promo/on   Begin  Holiday  promo/ons   Local  Physician   Nursing  home  outreach   Local  Bank  Outreach   Registra/on  for   Outreach   Begin  Holiday  promo/ons   grant  informa/onal  session    
  • 25. Public Relations Campaign Budget •  Print  Media  -­‐  $450   –  200  Flyers  =  $268.51   –  100  Postcards  =  $123.85   –  Lew  over  =  $  57.64  
  • 26. Public Relations Campaign Thank You! •  Ques/ons…   •  Comments…   •  Sugges/ons…