1. LaTrice Strong
Rogue – PR
09/29/2013
Link to Slideshare
EXECUTIVE SUMMARY
DC’s Public School New Heights Program for Expectant and Parenting high school
students helps teen parents move towards self-sufficiency by providing mental and
physical support. The objective is to reduce the high school drop out rate amongst
the targeted population and prevent secondary or repeated pregnancies’. The New
Heights program also provides supportive services to students who have aged out of

2. traditional high school programs, and attend the High Schools “Stay Program”. The
Stay programs are alternative educational programs for students who are between
the ages of 19 – 26.
SITUATION ANALYSIS
PROBLEM STATEMENT
The New Heights Program Survival solely depends on the funding of Federal and
District funds such as grants. Objectively the purpose of this program is to rally
support of the community and the District’s community leaders of the program, with
hopes of starting dialogue that could lead to permanent funding options.
ORGANIZATIONAL BACKGROUND
The New Heights Teen Parents Program Provides Pregnant and Parenting DC Public
School Students with assistance, support, and guidance that they need to handle the
responsibilities of raising a child and graduating from high school. One important
function of the program is to make sure that all pregnant and parenting students
rights are protected under the Federal government’s Title IX law. Pregnant and
Parenting students have the same equal rights as non-parenting students. The right
to remain in their schools and participate in school programs, free from judgment
and discrimination, in addition to the right of receiving accommodations such as the
implementation of homework packets while expectant students are recovering from
child birth and post natal care. The students are medically excused from school for
the duration of 6- 8 weeks.
The New Heights Program develops partnerships with community-based
organizations that facilitate educational workshops such as prenatal care, parenting,
nutrition, life skills, financial literacy, and healthy relationships. These Workshops
are presented to all the New Heights participants at their schools.
Each participating school that has the New Heights program, has a New Heights
coordinator staffed that is responsible for recruiting students, branding the program
in the school community, and in responsible for the program’s operations. New
Heights coordinators are also responsible for encouraging self-growth amongst the
students, with am emphasis on establishing personal goals and optimism about
their futures. Coordinators are also responsible for teaching problem solving and
decision making skills, these skills are incorporated into educational interventions
that feature counseling, youth development, and mentoring components.
New Heights coordinators are responsible for providing case management, by
supporting students; weighing the risks associated with having unprotected sex, and
discussing the added hardships of the threat of second or repeated pregnancies,
while still navigating through high school, with the ultimate goal of completing High
School, and preparing for life after high school. New Heights coordinators
emphasize skill building as a means to overcome challenges.

3. The New Heights program is funded by district and federal funds. The organizations
that fund the programs are; DC Department of Human Services, and the Federal
Government Pregnancy Assistance Fund, through the US Department of Health and
Human Services Office of Adolescent Health.
In the District of Columbia, there are a number of programs that provide support
directly to teen parents, however New Heights is the only program that is school
base that provides services to teens in the DC Public School System.
With a goal to promote and raise brand awareness of the New Heights Program, the
information that I currently have is extremely beneficial and informative that can be
used to plan my PR campaign.
COMMUNICATION ANALYSIS
The New Heights Program has a favorable image and reputation in the community.
The following PR strategies that have been utilized to promote the New Heights
program is a current running campaign titled “I decide 2 be”. The advertisement can
be seen on the outside of most of the DC Metro Public Buses in Washington DC. The
Department of Human Services paid for the advertisement. The I Decide 2 Be
campaign also has a social media page on Facebook and Twitter. A recent survey
was completed and the survey revealed that the messages on the social media pages
were not reaching the target audience, because the content did not speak the youth
language, or was not engaging. The actual New Heights Program can benefit from a
website, outside of DC Public School System website.
New Heights received positive press in the media, Summer 2012 The first annual
New Heights teen summit, attendees were local politicians, such as representatives
from the Mayors office, Community leaders such as the Chief of Police for the
District of Columbia who happened to be a teen parent herself, and of course some
on the New Heights participants that had a chance to tell their stories, and discuss
how the New Heights aided them with completing High School, being a safe haven,
and preparing for college.
August 16, 2013 The New Heights Program had its second annual Summit where the
focus was on inviting district agencies that provided direct support to teen parents.
The messaging at the 2013 summit was a success. Federal workers from the
Department of Health and Human Service and other leaders had an opportunity to
hear from an panel of New Heights Students share intimate details about their lives
and background, in addition to participating in an Question and Answer with the
students. Local media outlets were available to witness the discussion. Ideally if The
New Heights Program can continue to personalize the message to decision makers,
the community, and the overall pubic, I believe that New Heights can assist with
educating the public how Teen Pregnancy is not just an Teen problem issue, But
Teen Pregnancy is a national public health problem for members of society.
CURRENT SITUATION
The New Heights Program has been divided into two levels. The original New
Heights Program, “New Heights I” only provided services to two high school. New
Heights one was also very limited in regard to what resources it could provide

4. students. The New Heights Program received Federal funding, which allowed the
program to expand into 13 High Schools, including two charter schools, titled “New
Heights II”. Funding is now available to assist students with big-ticket items they
may have not been able to afford such as pampers, wipes, cribs, strollers etc.
Currently the program only operates off of grant money. A new grant was submitted
in April to apply for four additional years of funding, unfortunately July 25, 2013
The New Heights Program was approved but was unfunded. The federal grant that
provided New Heights with funding only funded half of the programs that it was
slated to fund. Currently New Heights is operating off of carryover funds that are
expected to expire 01/2013. Currently there is a push to locate funds on the District
Level to keep the program operational.
The Key Opportunity / Key Problem that the PR campaign must address is how vital
the New Heights program is in the school system. A main goal of the PR program
would be to hopefully encourage the District to allocate funds that will continue the
ongoing efforts of the program just in case grant funds are no longer available.
Without sending out a clear message and encouraging city leaders to take action to
include long term funding goals into a budget, The program will always be at risk of
no longer being able to provide needed support to the targeted populations. The PR
campaign has to work and shift attitudes and views of individuals who may not feel
that that teen parenting his not a serious enough issue for permanent funding. The
PR campaign will have to work to show that Teen Parenting is no only a teen issue,
but it’s a public health problem.
The PR campaign can provide evidence based research and statistics that High
School drop outs are twice as likely to end up on welfare and unemployable
compared to individuals who complete High School and move on to entering college
or picking up a trade.
PRELIMINARY IDENTIFICATION OF TARGET AUDIENCES
The Preliminary group that the campaign will target is any persons who are in a
position of power such as politicians, the media, and the Districts school officials and
executives, in addition to community members e.g- Parents of teen parents, Teen
parents that are participating in the program, in addition to teen parents who are
alumni of the program, and have move on to college etc.
MARKETING OBJECTIVES
TARGET MARKET
The target market for the New Heights Program are parenting or expectant students
who are male and females attending high schools in the District of Columbia. The
Target Market also includes other organizations that provide direct services to Teen
Parents that reside in the District of Columbia, with a hope to build working and
beneficial relationships.
BUYER PERSONA

5. Meet Claudia – Reyes Martinez!
Claudia is an 18-year-old single parent to a 2-year-old boy and is expecting her
second baby. Claudia currently resides in the home with her mother, father, 3
younger siblings and her son. Claudia is in her final year of high school, determined
to graduate because she wants to secure employment to support her growing
family. Claudia has no earned income, however receives state assistance in the
amount of $336.00 per month from the Temporary Assistance For Needy Families
entitlement benefits. Claudia does not receive child support from her children’s
father, because he is undocumented and currently is out of the country. Claudia has
reported that her children father will not be returning to the US, and does not know
when she will see him again.
Creative Samples
Product and Features Description and Benefits
New Heights provides school base coordinators that are available to the Parenting
and Expectant students enrolled in the High Schools Monday – Friday from 8:15 am
3:15pm. During this time, staff persons are readily available to provide support
services to the students.
The New Heights program provides educational workshops on an variety of subject
matters such as parenting, healthy relationships, dating, mental health, Domestic
Violence, Prenatal and Post Pardom care, and a host of other subject matters.
The New Heights Program provides parenting students with transportation
assistance to and from school. The New Heights Program also provides with
incentives such as boxes of diapers, baby wipes, high chairs, strollers, and other big-
ticket items.
The New Heights program provides case management services to the students, in
addition to providing referral base services to outside community resources such as
Child Care Service Division.
New Heights also acts as an advocate to the parenting and expectant students,
making sure that their title IX rights are being protected. The following services fall
under this category, implementation of homework packets, communicating with
teachers and administration staff etc.
USP – Unique Selling Proposition

6. “No Student Left Behind! Teen Parent’s Unite and take control of your life and your
future. The life of your children depends on it. The objective is to you personal ads
and messaging that will trigger a strong reaction from the teens.
Competition (Product Position)
Currently there is no direct competition with the New Heights Program. New
Heights is the only school base program, that provides direct services to teen
parents, in addition to teen parents being it’s only targeted focus and interest.
Support Statement
Did you know that most teen parents are expectant to drop out of high school and
have a repeated pregnancy within the first year of giving birth to their first child?
Did you know that statistics prove that children of teen parents are more likely to
become teen parents themselves? Well New Heights know, that your life does not
have to be a statistic! The New Heights Program for Expectant and Parenting
Students is here to support you! Let New Heights provide you with guidance
support and trust as you navigate your journey of balancing high school and
parenthood. Visit your school counselor to find out what participating high schools
have the New Heights Program.
Aesthesis/ Feel / Tone
Rogue – PR Logo
Medium Flow Table
Social Media New Heights
Official
Website
Grassroots
Marketing
New Heights
Advisory
Meetings
Monthly Open
Houses
Facebook/
Twitter
Separate
Website from
DCPS official
website.
Objective to
make it
Flyers
Word of
Mouth
Email
Notifications
Bring all the
New Heights
Students
together from
different
schools to
Host open
houses in the
New Heights
offices across
to city.

7. interactive brainstorm
promotional
ideas, to
discuss
success and
challenges
Media Table
Month Task Medium
October New Heights March
to City Council
Office
Facebook, Twitter,
Website
November New Heights Social
Media live chat
Facebook and
Twitter
December New Heights Radio
Interviews
Internet Radio /
Local Radio
Stations
January New Heights
Television
Interviews
Public Access
Television/ Local
News Broadcast
February New Heights Blog Introduction of
Blog – Website,
Facebook, Twitter
March New Heights
Documentary
Facebook, Twitter,
Website
April Facebook Twitter
Party
Website/ Social
Media
May New Heights Web
series
Episode I
Facebook/ Twitter/
Website
June New Heights Web
series
Episode II
Facebook/ Twitter/
Website
July New Heights Web
series
Episode III
Facebook/ Twitter/
Website
August New Heights Web
series
Episode IV Season
Finale Facebook/
Twitter/ Website
September New Heights Meet &
Greet
Flyers Website/
Facebook/ Twitter/

8. Budget
Free Marketing e.g – Facebook, Twitter,
Website Design - $250.00 for Design (Monthly Updates
Included)
Flyer Design - $50.00 for one Thousand (which includes
design & Printing)
Videography - $1000.00