As part of Student Consulting for Nonprofits at Ithaca College, I was granted the unique opportunity to effect change in an organization through my knowledge of marketing. Throughout the semester, my team communicated with the client over the phone and in person to best understand the organizations marketing challenges and goals. Based on this dialogue, we developed strategic marketing solutions for the organization to implement over the next several months. I was mainly responsible for the layout of the booklet, as well as collecting primary research. We provided the client with this deliverable and pitched our suggestions to them at the end of the semester.

1. Family Reading Partnership
Public Relations Campaign 2017
Jessica Voutsinas, Anna Ferrari, Justin Stillman

2. Table of Contents
Executive Summary….…………..Page 3
SWOT Analysis……………………Page 4
Goals & Objectives….…………..Page 5
Market Research
Process………………………..Page 6
Results………………………...Page 7
Survey
Design & Implementation...Page 8 - 9
Results………………………...Page 10
Analysis...........……………..Page 11
Social Media
Research…….....................Page 12 - 13
Strategies……………………..Page 14 - 15
Project Team……………………….Page 16
2

3. Exectutive Summary
3
This deliverable is designed to facilitate the development of an iterative impact analysis
and a targeted social media strategy for the Family Reading Partnership. Before contact-
ing the Family Reading Partnership, our team developed a SWOT analysis to sketch out
what we believed to be the organization’s assets and inhibitors. We reformed our initial
impressions after talking with the Executive Director, Aly Evans, and together we es-
tablished several clear threads we would pursue. The suggestions we make are reflective
of the organization in its current state; however, we have also outlined the processes of
gathering and analyzing data so that the procedure can be replicated as the organization
continues to grow. The contents of this book should serve as a reference for the Family
Reading Partnership.

4. SWOT Analysis
4
Strengths
• Well established programs
• Unique, eye catching logo
• Large network of local partners
including artists and authors
• Website is aesthetically
appealing
• Social media accounts are
updated
• Clear and focused objective
Weaknesses
• Too many programs with similar
objectives
• Social media content is text heavy
and posted during odd hours
• Business model does not allow
for consumer interaction
• Lack of brand recognition
• Not recieving a lot of feedback
°° Unable to adapt to new
issues or threats
Opportunities
• Reading initiatives are not
currently connected brand
• An increase in Spanish speaking
families in need of resources in
their native language
• Local grants avaliable for
community development
• Ithaca has fun reading initiatives
(Downtown events, Dr. Seuss
day, etc.)
Threats
• Migration towards electronic
readers
°° Don’t allow for deep
reading comprehension
• Broader factors like the repeal of
the Affordable Care Act reduce
outreach to target audience
We developed an analysis of the perceived strengths, weaknesses,
opportunities, and threats to the organization using public information found
on the Family Reading Partnership website and preliminary discussions with Aly
Evans.

5. Goals & Objectives
5
Our goals for this project were twofold and both were approached
by doing preliminary research, testing our hypotheses, and coming to
informed conclusions.
First, we aimed to establish a better understanding of the impact the Family
Reading Partnership has had on its target demographics.* To do this, we first
designed a profile of low-income families in the Ithaca Community. The data we
gathered informed the questions and distribution strategy for a survey designed to
measure the impact of the Family Reading Partnership. Based on our results, we
came to tentative conclusions regarding brand awareness in and impact on target
communities. Finally, we created a survey that links with a QR Code to put in every
book distributed by the Family Reading Partnership.
Secondly, we created a social media strategy tailored to reach the Family Reading
Partnership’s target demographics. We approached this by looking at trends
regarding low income families’ use of social media networks. Using this background
information, we compared the Family Reading Partnership’s pages and found
several discrepancies between their strategy and the online behavior of their target
audience. This information went towards creating a social media strategy adapted to
the Family Reading Partnership’s audience that would more effectively communicate
the services and mission of the organization. The scope of this analysis was designed
to be implemented by a small team of people. Included in this summary are sample
posts, peak times, and optimized content.
*The organization is currently using Apter and O’Connor to measure the impact of the Books to Grow On,
Bright Red Bookshelf, and Love Songs initiatives by talking to distributors. Our approach was focused on
speaking to members of the community regarding brand awareness and impact of the broader organization.

6. Market Research
6
We conducted a market research analysis of low income families in Ithaca using
available data from the most recent US Census, American Community Survey,
and NHCS studies. In keeping with the objectives and mission of the Family
Reading Partnership, we gathered language, financial, and familial data to create
a profile of the Family Reading Partnership’s target demographic. Using this
information, we designed and implemented a survey to assess the efficacy and
impact of the Family Reading Partnership on the local community, the result of
which can be found on page X. Additionally, this data informed targeted social
media strategies, discussed on page X.
We defined the target market
of the Family Reading
Partnership as families with
children under the age of five
who were considered below
the poverty line, henceforth
referred to as low-income
families.
Process

7. Market Research
7
42.7% of families with children under 5 years of age in Ithaca live below the poverty level.
– American Community Survey 5-Year Estimate
Poverty Thresholds
• 26.8% of New Yorkers consider themselves to be “Facing Challenges” in their
economic status, and are avoiding big ticket or household purchases.
– Fall 2013 NHCS 12 Month Adult Study
• $30,436 is the median household income for Ithaca, NY
– US Census
• 44.6% of families in Ithaca living below the poverty level received SSI or other
public assistance money in the past 12 months.
– American Community Survey 5-Year Estimate
• 43.8% of Ithacans 25 or older living below the poverty level have less than a
High School education or equivalent.
– American Community Survey 5-Year Estimate
• 19.9% of people over 5 years old living in Ithaca households have a language
other than English spoken at home.
– US Census
Results
{Single parent with one child
under the age of 18 years:
$16,543
Two parents with two
children under the age of 18
years is $24,339

8. Survey
8
Based on the demographic data gathered during our preliminary research, we designed
a survey to better understand the impact of the Family Reading Partnership on low income
families.
At first, we intended to visit five locations that provided essential products for a
competitive price like Walmart, Aldi’s, Tops, the Salvation Army, and so on. However, several
of these businesses didn’t allow solicitation so we revised our plan to include public spaces like
the Commons in downtown Ithaca. We went out on a Saturday, Sunday, Tuesday, Thursday,
and Friday over the span of two weeks, during which the weather varied significantly. The times
of day were also varied to obtain as wide a sampling as possible. We found that, on average, we
would only talk to about three or four people in an hour.
In the future, we recommend approaching people during local events that attract
pedestrians with fewer time constraints who are more open to spontaneous interaction. Below,
we have outlined our rationale behind asking each question:
1. What is your [spouse’s] occupation?
This question was designed to gage income indirectly. While this isn’t a specific
number, it is an accurate representation of income level.
2. Do you have children? If so, how many?
This question was designed to establish if they would have the opportunity to ben-
efit from the Family Reading Partnership’s programs.
3. How often do you read aloud to your children?
Once a day
Once a week
Once a month
I don't read aloud to my children
Design & Implementation

9. Survey
9
5. How often do you take your kids to the library or bookstore?
Once a week
Once a month
Once every few months
We don't go to the library
This question was designed to gage the “culture of literacy” in Ithaca.
6. Have you ever received a free book through a doctor's office, hospital, school,
etc.?
This question was designed to determine whether families had benefited from the
Family Reading Partnership’s Programs.
7. What elementary did/will your children attend?
This question was designed to gage income indirectly. We used elementary
schools as an approximation of where a family lives. This is often correlated with
income level.
8. Have you heard of the Family Reading Partnership?
This question was designed to gage brand awareness. We put it at the end so that
other questions wouldn’t be framed by the understanding that it was for the Family
Reading Partnership.
9. If so, how did you hear about the Family Reading Partnership?
This question was designed to establish what outreach methods were most effec-
tive.
Design & Implementation

10. Survey
10
Results
We want to make clear that our sample size was too limited to
gain significant insight into the breadth or depth of the Family Reading
Partnership’s impact on the local community, however this is a model
that can be used in the future to help garner more data. Of the 18 people
we surveyed, here were our significant results:

11. Survey
11
Analysis
Our efforts to target the low-income demographic were relatively successful.
Excluding the one person who was unemployed, the estimated average income of
a given interviewee was $23,600, which is only a 3.08% difference from Ithaca’s
poverty threshold.
One of the most noticeable pieces of information we received from the survey was
the disparity between the number of people likely impacted by the organization’s
programs and brand awareness. While the vast majority of people we interviewed
have received books from the Family Reading Partnership, only a little over half of
people were aware of the organization. Those who did recognize the Family Reading
Partnership name associated it primarily with the bookshelves, however many
couldn’t remember specific details about the organization or why they knew it.
Every parent we interviewed takes their children to the library between once a
month or once every couple months, a statistic that really surprised us. Given this
information, it may benefit the Family Reading Partnership to collaborate with the
Public Library of Tompkins County on outreach programs.
Most people had at least some children’s books in their home. However, there
was no significant positive or negative trend regarding reading aloud to one’s
children. Given our data set, it seemed as though parents are under the impression
that reading aloud isn’t as important as making books available to kids. Since this
is a core part of the Family Reading Partnership’s message, it might behoove the
organization to promote some of the programs that encourage reading aloud.
Again, this data is not saturated enough to obtain a clear understanding of the
Family Reading Partnership’s impact on low-income families, but we encourage the
Family Reading Partnership to use this template to better understand their impact
and audience.

12. Survey
12
Analysis
https://www.surveymonkey.com/r/P8SLQTN
QR Survey
To facilitate in this dynamic, feedback-oriented approach,
we have included a survey linking to a QR code that we
encourage the Family Reading Partnership to print on all
of their labels. This provide a better understanding of who
receives each book and how this “culture of literacy” evolves
over time. Quantitative data, like this survey, can help secure
funding and sponsorships. Additionally, it will inform which
programs are most effective and the success of marketing
campaigns.
1. What is your [spouse’s] occupation?
2. How many children do you have?
3. What elementary school did/will your
child[ren] attend?
4. How often do you read aloud to your children?
Once a day
Once a week
Once a month
I don’t read aloud to my children
5. Do you have children’s books in your home?
Yes, a whole library full
A few classics
No
6. How often do you take your kids to the library or
bookstore?
Once a week
Once a month
Once every few months
We don’t go to the library
My child is too young
7. Where did you receive this book?
Doctor’s Office
Hospital
School
Obstetrician
Visiting Nurse
Other: __________________

13. Social Media Research
13
Summary - Social Media Relative to Low-Income Demographics:
SCNO’s analysis of Family Reading Parternship determined that their posts lack strategic
content and timing. Our research focused on identifying which social media platforms
would use the partnership’s efforts most effectively in increasing brand recognition
and messaging onine. In analysing data from the Pew Social Media 2016 report, we
concluded that low income consumers within the parent age range (18-49) are most likely
to be reached primraily through Facebook and Instagram, with Twitter as a secondary
communication method. By producing more interactive content at peek times, the
organization is more likely to reach the target audience.
Facebook:
• The market leader for social networking sites, with an average of 1.15 billion daily
active users
• Parent age ranges are the highest user rates: 18-29 (88%), 30-49 (84%)
• <30k (the lowest income range) low income has highest usage: 84%

14. Social Media Research
Instagram
• 600 million active users on Instagram.
• Parent age ranges are the highest user rates: 18-29 (59%), 30-49 (33%)
• <30k (the lowest income range) low income has highest usage: 37%
14
Twitter
• 319 million monthly active users
• Parent age ranges are the highest user rates: 18-29 (36%), 30-49 (23%)
• <30k (the lowest income range) low income does not have highest usage: 23%

15. Social Media Strategies
Posts & Examples
15
Create a Contest
• Reader of the week
• Reading chart challenges
°° Encourage consumers to engage
°° Share or repost contest submissions
°° Another form of feedback
°° Provides a new incentive for kids to want to read
°° Increase brand recognition amongst consumers’
followers
Latch on to a National Day or Month
• National Reading Day: January 23
• National Reading Month: March
°° Kick off event on March 2, celebrating Dr. Suess’
birthday
°° Encourage consumers to tag you in their
celebrations and share or repost them

16. Social Media Strategies
Posts & Examples
16
Scheduling
• Use a social media management program such as Hootsuite or Buffer
°° Schedule posts ahead of time across multiple social media platforms to
• Schedule post timing strategically to maxmize reach
°° Twitter: at 3p.m. Monday-Friday
°° Facebook: between 12 p.m. and 3 p.m. Monday, Wednesday, Thursday,
and Friday. Between 12 p.m. and 1 p.m. on Saturday and Sunday
°° Instagram: between 12 p.m. to 1 p.m. Monday to Friday.
Other Types of Posts
• Share Reading Facts and News
°° Consumers enjoy this kind of content
and may engage by retweeting
• Facebook check-ins at events

17. Project Team
17
Justin Stillman
I am currently enrolled at Ithaca College as a Junior in the
Business Administration program with concentrations in Finance
and Corporate Accounting. This is my first year as a member of
IC Students Consulting For Non-profit Organizations. Outside of
school, I work as a store manager for a small business in Watkins
Glen, and enjoy going to sports car races with my friends in my
free time.
Anna Ferrari
My interests include graphic design, photography, painting,
drawing, and everything inbetween. I am fortunate to be
pursuing a Communications major, and Graphic Design minor
at Ithaca College. I value being part of a creative community
that challenges my perceptions and expands my knowledge. I
am interested in pursuing a career in confronting social issues
through creative marketing. I am always open to new people
and experiences to increase my design experience.
Jessica Voutsinas- Jessica is a junior in the Ithaca College
Honors Program studying ethnomusicology, classical voice
performance, and anthropology. Through SCNO, she
consulted for the Paleontological Research Institute and the
Community Foundation of Tompkins County. Jessica works as
an intern for the Cayuga Chamber Orchestra and co-founded
a music technology company called Trills. During her few
moments of spare time, Jessica enjoys reading, writing, and
occasionally scuba diving.