This is a campaign plan book I created as part of a group project in my CAP 210 class.

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Roosevelt Park Ministries Campaign Booklet
Enoch Erbert, Haley Epema, Bernice Nsiah, McKenna O’Malley, Kyler Simmon
CAP 210
Professor Gopal
18 April 2018

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Table of Contents
Executive Summary….. 3
Background….. 4
Campaign Plan….. 6
Objectives….. 9
Budget….. 11
Timeline….. 13
References…..14
Appendix A
Appendix B

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Executive Summary​:
Roosevelt Park Ministries is a community support organization for families, individuals, and
youth in Grand Rapids, Michigan. This campaign plan seeks to bring more awareness and
inclusion to the organization through social media platforms, community events, and television
advertisements. These various outlets of communication will aid in reaching the target audience
desired which includes residents in the Grand Rapids area, but more specifically low income
families, families with children below the age of 14, and Hispanic individuals in the surrounding
areas. This campaign is designed to promote interaction with our audience for a more
welcoming, family-like relationship.
Background:
Created in 1996 with a mission to provide Christ centered, holistic support for families,
individuals, and youth living in the Roosevelt Park neighborhood, Roosevelt Park Ministries
work to address the highest areas of need in their neighborhood and surrounding areas. The

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initial goal is to bridge a community in need by promoting the development of strong families,
developing community leaders, fostering an environment that celebrates inclusion, and providing
opportunities to build a strong economic base.
There are a couple of ways in which we strive to achieve these goals, starting with youth
programming. Our youth programs work with the youth of our area to identify and develop their
gifts in three very critical areas: school work, participation in family life, and participation in
church. We strive to accomplish this by one-on-one mentoring, small group work, recreational
activities, education group activities, summer camps, and special training events. We really push
this at a young age in order to prevent gang participation and violence, to promote healthy youth
leadership, and to decrease high school dropout rates in our neighborhoods.
Family planning in our community is another way in which we help others. We also offer
services such as translation; we do not want to have a language barrier in our community so this
is a way in which we can break that barrier. Our family workers provide free translation of
official documents. We also offer services such as Fax or photocopy, assistance filling out DHS
forms, assistance with things such as passport applications, and also job referral services.
Most importantly, we offer community programs. As mentioned before, we endeavor to
break any potential barriers in our community. With that being said, we offer English classes as
well as Spanish classes. With that, activities become easier, communication is much more
common and frustrations are lowered. Finally, because they are a Christ based community, they
offer a community Bible study which is another way in which be bring together the community.
SWOT:

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Strengths: ​Some strengths of Roosevelt Park Ministries include the wide range of programs and
the age of the nonprofit. RPM has been around for 20 years, so they are a concrete part of the
local area.
Weaknesses:​ Despite their age, Roosevelt Park Ministries is relatively unknown in the Grand
Rapids area. Furthermore, Grand Rapids is an area that really focuses on the Christian principle
of giving back and RPM being so unknown is probably hurting their volunteer and donation
rates.
Opportunities:​ Roosevelt Park Ministries already engages in partnerships, so this is something
they can continue to do in future to showcase their philosophy. Research has proven that
partnerships are a good strategy for nonprofits (Henley 2001). RPM also has to opportunity for
growth. Growth in donations, programs, and clients.
Threats: ​The Grand Rapids area is full of nonprofits. And many of them are well-known
national nonprofits, so RPM is going to have to fight for exposure and resources.
Target Analysis:
Currently RPM serves individuals in the Roosevelt Park neighborhood. This
neighborhood is predominantly Hispanic. And 48% of the residents live below the poverty line.
And the majority of the residents do not have a high school diploma (RPM). This makes the
services provided by RPM imperative to the area. RPM should focus on strengthening the bonds
they already have in the area. Another focus should be on families with children 14 and younger.
This will help RPM with their goal of building strong families for a strong community.
Campaign Plan:
Creative Brief:

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Name of Advertiser: ​Roosevelt Park Ministries
The Product/Service​: Roosevelt Park Ministries (or RPM) works to provide services to
individuals and families in the Grand Rapids area. These services are designed to promote
inclusion, strong families, and a strong community. There are a wide variety of services
including youth camps, after school programs, translation services, job referral services,
language courses, Bible studies, as well as, other programs through partnerships with other local
groups.
Advertising Problem:​ How can inclusion be advertised? RPM wants the community to know
that they celebrate inclusion and at the same time they would like to advertise the services they
offer.
Advertising Objective: ​The goal of this campaign is promote the message of inclusion at
Roosevelt Park Ministries. RPM wants the local community to know that they will serve anyone.
This goal would help RPM receive more clients, as well as, promote the message of inclusion in
the local area.
Target Audience/Segment: ​RPM should first attempt to expand on the base of clients that they
already have. So, they should really focus on families with children of ages 14 and younger. This
group is one that would benefit from all the programs that RPM has. Although, it is important to
note that since RPM does have a policy of inclusivity no campaign could be limited to just one
group. This campaign should also be accessible to every individuals in the Grand Rapids area.
Key Consumer Benefit: ​The services provided by RPM help to strengthen the Grand Rapids
community through inclusion and and various programs such as help with school work (name a
couple of their programs.

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Primary Competitors: ​Since RPM is a non-profit there are no competitors as there would be in
the corporate world. However, Grand Rapids is an area that really focuses on the Christian
values of giving back, so there is a sort of competition for donations. Other organizations that
Roosevelt Parks may lose funds to are the Salvation Army and the YMCA. Both Salvation Army
and YMCA are well-known national organizations-- making it more likely that they receive
donations. Salvation Army even receives funds from local protestant churches. However, YMCA
has become mostly known for community sports groups, so RPM would have the advantage of
providing more comprehensive services. And the Salvation Army will turn individuals away if
they do not share the same philosophy. RPM celebrates inclusion, so this could attract potential
donors.
Current Position: ​Roosevelt Park Ministries is not well-known in the Grand Rapids area. This
is surprising considering that they have been around for more than 20 years. As a result, they are
probably losing a lot of potential clients and donors.
Optimal Position: ​RPM would like to be a better known nonprofit. The people of Grand Rapids
should celebrate being the home of an organization that focuses on building a strong community
through inclusion.
The Big Idea:​ The goal of this is to relay the message of inclusion as well as draw the target to
avail of the excellent services provided by RPM.
However, this message should be spread beyond just those who could benefit from the programs
and towards individuals in the area.

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Support: ​The wide variety of programs is a major plus for RPM. Also, since Roosevelt Park
Ministries has been based in Grand Rapids for over 20 years, they are experienced at serving
their clients and know what the community needs.
Tone of Voice: ​The tone of this campaign should be reflective of the tone of Roosevelt Park
Ministries. This is a genuine organization and they should capitalize on the fact that they are in
touch with the area they serve.
Brand Image/ Personality:​ The goal of this is to keep RPM organic. RPM is a not a national
nonprofit, and it should not be treated as such. Everything should seem natural, however, a
polished natural. RPM seems so focused on their services that they often do not seem to think
about what type of image they are projecting. This image should be reflective of both their
clientele and the general aesthetic of Grand Rapids (up-and-coming, energetic).
Objectives:
Objective 1: Revamp social media presence to create more awareness about RPM.
Strategy 1: Increase social media presence
Tactic 1: Utilize Instagram:

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Instagram is a great way to reach youth populations. It is also a way for RPM to communicate
what they are doing day-to-day. This can be done through the use of Instagram stories. Elaborate
a little.
Tactic 2: Utilize Twitter:
Twitter is another way to raise awareness among the youth. Twitter can also be used to post
reminders about upcoming events or programs.
Strategy 2: Organize social media postings:
Tactic 1: Implement Hootsuite
RPM mentioned how they had multiple people run their social media accounts. Each person was
subject to run the account for a certain period of time, based on a calendar. Implementing
Hootsuite would mean that posting is going to be more organized and easier. Posts can be timed
for when they need to be released.
Objective 2: Redefine “inclusivity”:
Strategy 1: “Open Door” Policy
Tactic 1: New motto:
Use the terminology “open door policy” so as to be better understood by those that may not be as
educated or informed. The organization should decide on a phrase or saying that best represents
the company as a whole, and its desire to have an open door to all races, creeds, and religions.
“Our door is always open”.
Tactic 2: Television Advertising:
Television advertising expressing an open door policy during a program that is primarily
watched by the target group. There are several programs that have a large viewing audience that

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is representative of an audience that is needed at RPM. These programs would only are once
weekly or on a semi regular basis. Thus reducing the cost of such ads, and increasing the
exposure of an open door policy to those that feel as though RPM does not offer services to them
(or are unaware of it). Advertise in a foreign language that is representative of the population that
is hoping to learn English as a second language. There are several local institutions/programs
that are primarily Spanish speaking; use those platforms to promote an open door policy and also
provide information about the numerous programs available at RPM.
Strategy 2: Inclusivity in Posting:
Tactic 1: Weekly Newsletter:
This can be written by those who work at RPM or those who benefit from RPM services. This
would cover what inclusion means to this individual and how RPM is devoted to that ideal. This
newsletter could be posted on the Facebook page, or on the RPM website. The newsletter should
feature other content such dates of weekly events and other updates that the audience wants to
read and should be devoted to making the reader feel as though they are a part of the
organization. Similar newsletters have helped nonprofits see a 14% rise in donations (Henley
2001).
Objective 3: Community Engagement:
Strategy 1: Community Picnic:
Tactic 1: Many communities hold events such as picnics as a way to spread inclusion
throughout the community but to also get donations to support the programs that RPM offers.
The event would be available for everyone, not just the surrounding neighborhood. Many people
may not go to an event because they do not want to go alone, at this community gathering they

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have the possibility to meet others who may be in the same situation, resulting in them building a
friendship and possibly attending RPM programs in the future. The plan is to also raise donations
in order to cover the cost of food, possibly a DJ and other things. RPM should post flyers around
the community while also posting on social media to inform everyone about the event. Those
who donate would receive a “thank you card”.
Strategy 2: Basketball Tournament
Tactic 1: Host a 3on3 basketball tournament:
A 3on3 tournament is a great way to get everyone involved, no matter the age. Sports is a great
way for inclusion, resulting in friendships that could last a lifetime. Each team would consist of
3-5 players and there would be an entry fee. An additional 5 dollars from a player would enter
them in a free throw contest. RPM would have to find a court in order to host this event, whether
at a local park or a local school; a park would be free. Flyers would be posted around the
community while also posting on social media to inform everyone about the event.
Budget:
Objective 1: The cost of starting and using Twitter and Instagram accounts is zero, so this
is already a very cost-effective objective. To begin using Hootsuite is going to be approximately
$19.99/month for the simplest plan, although the first month is free.

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Objective 2: Creating a new motto or slogan is also free. However, a local television ad is
going to range anywhere $200-$1500 for a 30 second advertisement depending on the time of
day and the television channel (​Local & National TV Advertising Costs & How to Advertise,
2018​). To reduce costs RPM could come up with a concept for the ad in-house. However, they
would still need to employ people for acting and filming purposes. It is recommended that
RPM use local students in film and theater programs as a way to keep the cost low. This way,
the cost per actor could remain at $25/day and the cost for filming, editing, etc. could be about
$100 for the whole project.
Objective 3: This objective is going to be the most expensive. Therefore, it is
recommended that RPM first try the community picnic and if that is successful proceed to plan
the basketball tournament. Often local grocery stores are happy to donate food, or lower the
cost of food if they receive credit for doing so. Therefore, RPM could probably host a picnic
for about $1500 dollars. RPM should attempt to hold this event at a local church or park that
will rent them the space for free. Activities at the picnic could include face-painting, jewelry
making, and yard games. This event would ask for volunteers that RPM would not have to pay
to run each activity. So, RPM would only be paying for supplies, this would equal out to about
$500. For the basketball tournament, it is recommended to held at a church that will hold the
space for RPM for free. The cost of t-shirts would be about $6/shirt, so cost is going to depend
on how many participants there are.
Timeline:

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Evaluation:
Objective 1: The addition of two new social media platforms will be successful if these platforms
help to increase traffic to the RPM website. This should be monitored for 4 months and if it has
not reached its goal should be re-evaluated. Using Hootsuite should help the overall cohesiveness
of social media postings. This should also increase traffic to RPM website. If no difference
occurs in 6 months, RPM could potentially give up Hootsuite.
Objective 2: This objective is primarily aimed at showcasing how important inclusivity is to
RPM. If these strategies are successful, there should be a rise in client numbers, as well as,
donations. This should be evaluated at the end of the year.
Objective 3: This objective is aimed at community engagement. This is just to get more people
out and understanding what RPM is and does. If these strategies are successful, there should be a
rise in client numbers, as well as, donations after the event.

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References:
(2018, March 09). Local & National TV Advertising Costs & How to Advertise. Retrieved April
13, 2018, from ​https://fitsmallbusiness.com/tv-advertising/

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Henley, T. K. (2001). Integrated marketing communications for local nonprofit organizations:
Communications tools and methods.​ Journal of Nonprofit & Public Sector Marketing,
9​(1-2), 157-168. doi:10.1300/J054v09n01_09
Home. (n.d.). Retrieved April 13, 2018, from http://rooseveltparkministries.org/
Hootsuite Media Inc. (n.d.). Social Media Marketing & Management Dashboard. Retrieved April
13, 2018, from ​https://hootsuite.com/

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