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Sierra Club Proposal Presentation
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Transcript

  • 1. diverCITY PR
    April 27, 2009
    Jour 450
    Prof. Hinckley
  • 2. diverCITY PR
    • Who we are:
    • 3. Stacey Cooper
    • 4. Lauren Tejeda
    • 5. Katherine Wong
    • 6. What is diverCITY PR?
    • 7. Why choose diverCITY PR?
  • STATEMENT OF PROBLEM
    • Difficulty recruiting younger members
    • 8. Homogenous membership base
    • 9. Perceptions of Sierra Club members
    • 10. Reputation that comes with political activism
    • Increase awareness among young adults and young professionals
    • 11. Expand communications with collegiate students
    • 12. Demystify any negative perceptions
    • 13. Encourage minorities to consider Sierra Club membership
    COMMUNICATIONS GOALS
  • 14. OBJECTIVES
  • 15. KEY
    AUDIENCES
    Young Adults & professionals
    College students
    Minorities
    Females
    Christian organizations
  • 16. KEY MESSAGES
    • Environmental issues affect all individuals.
    • 17. Sierra Club has the background and expertise to combat tough environmental issues.
    • 18. The Sierra Club is and always has been a community based, grassroots organization
    • 19. Younger generations need to protect the future of their planet
  • RESEARCH
    • Research goals
    • 20. Identify key audiences
    • 21. Access current attitudes and perceptions of the organization
    • 22. Primary research
    • 23. Interview Sierra Club members/employees
    • 24. Survey members of target audiences
    • 25. Secondary research
    • 26. Analyze current Sierra Club PR efforts
    • 27. Research competing environmental organizations
    • 28. Assess current Sierra Club media coverage
  • MEDIA PLAN
    • Overview of media relations strategies
    • 29. Target media outlets
    • 30. Identification of specialty publications
    • 31. Refine media pitches
  • STRATEGIES AND TACTICS
  • 32. STRATEGIES AND TACTICS
  • 33. TIMELINE
  • 34. TIMELINE
  • 35. EVALUATION
    • Media Coverage
    • 36. Traditional media assessment
    • 37. Social media analysis
    • 38. Measurable objectives
    • 39. Benchmarking data
    • 40. Membership
    • 41. Event Attendance
  • Concluding Remarks