3. Wings of Hope Family Crisis Services is an established domestic violence shelter
committed to providing confidential and complete services to victims of interpersonal
violence and aims to end this violence. Wings of Hope cares about the community,
as it caters to Payne, Noble, Lincoln, Logan and Pawnee counties. This campaign will
achieve the following objectives:
Increase awareness of Wings of Hope and its services among its five target
counties.
Sell at least 20 large butterflies and 20 small butterflies.
Further establish Wings of Hope’s identity throughout the five target
counties.
Reach a dual audience consisting of victims of domestic violence and
individuals who wish to help.
Through our research, we learned that there is a lack of understanding among
community members regarding Wings of Hope’s services and its association with the
butterfly statues. We realized that to increase butterfly statue sales, it’s crucial to get
people talking about Wings of Hope, domestic violence and related issues. We created
effective design and keywording to generate conversation and let people know that
there is help and hope.
With our budget of $5,000, we developed a cost-efficient plan to create brand
consistency and steadily remind people of the mission of Wings of Hope Family Crisis
Services.
3
4. Strengths
Positive public perception.
Involvement and support from local organizations and
businesses.
Businesses that have purchased butterflies want to help
the community and be participants of something bigger
than are.
Most people in the community are aware of the problem
of domestic violence nationally and locally.
Weaknesses
Communication gap regarding associating the butterflies
with Wings of Hope.
Lack of awareness of Wings of Hope’s services,
particularly in counties other than Payne County.
Lack of awarness of domestic violence and related
issues.
Opportunities
The issue of domestic violence is surfacing nationally.
Domestic violence is being discussed more frequently and
openly.
Utilize stories from business owners or other individuals
who have purchased butterflies.
Build upon stories in the public eye about domestic
violence with a local slant.
Threats
Definition of domestic violence is not clear across all age groups.
Victims feel ashamed and afraid to speak up about their
situations, making it difficult to help everyone who needs it.
Funding and aid for Wings of Hope is not guaranteed.
Other local United Way agencies’ volunteers can donate their time
and money to other organizations, such as Payne County Youth
Services, Mission of Hope Homeless Shelter, the Salvation Army
and 20 other agencies.
Other facilities provide similar services as Wings of Hope, such as
Stillwater Medical Center, the Stillwater Police, the OSU Police and
other for-profit counseling and medical facilities.
SWOT Analysis
4
5. percent of stillwater residents have
seen the butterflies around town
70
The survey sample consisted of:
Male and female respondents
Ages 18-65
Residents of Payne, Noble,
Lincoln and Logan counties
Business owners
Students
Organizational leaders
The majority of respondents were
nonbusiness-owning females between
the ages of 18 and 24, who reside in
Payne County.
39.25 Moderately Agree 53.27 Strongly Agree
5.61 Neutral
0.93 Moderately Disagree
0.93 Strongly Disagree
Percentage of population that believes
domestic violence is a problem locally:
These surveys revealed:
People’s opinions of Wings of Hope.
Effectiveness of the organization’s marketing methods.
Impact the organization’s services have on the five target counties.
Target demographics’ outlook and knowledge of domestic violence.
Effect domestic violence has locally regarding occurrence and awareness.
Knowledge of the Wings of Hope Butterfly Project.
Methods
Research
5
6. Heavily involved in
the Community
Longtime residents
of Stillwater
WHO?
Feels good knowing
they are helping
others
Want people to
know the services
exist
Want people to
know they are not
alone
WHY?
Heavily involved in
the Community
Longtime residents
of Stillwater
WHO?
Feels good knowing
they are helping
others
Want people to
know the services
exist
Want people to
know they are not
alone
WHY?
local businesses want
to take a stand
against domestic violence
To find out how aware local residents and business owners are regarding domestic
violence and Wings of Hope Family Crisis Services, we conducted 10 in-person
interviews with Payne County butterfly owners.
In-person Interviews
Key Findings:
“I love the idea behind the butterflies and what they represent so that was why I
felt it was important to get involved and make a donation.”
“For people who know [the butterflies are] associated with Wings of Hope, they
view the business as being a good community partner/corporate citizen that
invests back into the greater good of the community.”
“I wanted to support the cause with the small butterfly... I will put it in my flower
bed, and hopefully other neighbors will purchase one next year. [I did it] mainly just
for support.”
“Domestic violence is something that is terrifying and ruins lives but isn’t talked
about or taken seriously, so businesses should purchase butterflies, so it begins to
be more visible.”
Methods
Research
6
7. Concerned the public
does not know what the
butterflies represent
Public needs to be
educated about
domestic violence
Wings of Hope needs
to be more visible and
associate itself with
the butterflies
FINDINGS:
Community members are unaware of the meaning behind the butterflies
and their connection to Wings of Hope.
There is a lack of communication among community members regarding
domestic violence.
Most citizens in Logan, Lincoln, Noble and Pawnee counties are unaware of
Wings of Hope’s services and The Butterfly Project.
Findings
Research
7
A Communication Gap
8. Local business owners and select individuals who currently purchase the
butterflies are our primary audience.
Ages 40-65.
Occupations include lawyers, retail business owners, surgeons and
nonprofit organizational leaders.
Middle-class and upper-class individuals.
Been involved with Wings of Hope for years either through sitting on the
board or through board acquaintances.
Part of a close-knit group who attend many of the same fundraising
events.
Community members who reside in Payne, Noble, Logan, Pawnee
and Lincoln counties are our secondary audience.
All ages and backgrounds.
Relied on by business owners to associate the butterfly statues
with Wings of Hope and the organization’s overall message.
Concerned with the well-being of their community.
Want to help one another.
Want to see people live to their fullest abilities in a positive
environment.
Target Audience
Research
8
10. HOW TO GET THE
CONVERSATION
f lying Butterfly News
FAMILY CRISIS SERVICES
WINGS
OF HOPE
TransformationThrough Conversation
Letter from the director
For years, Wings of Hope Family Crisis Services has done so much for this
community and those surrounding it. I believe we have so much more potential, and
this campaign is getting the conversation going more than ever. On April 23, we will
be set up in downtown Stillwater, ready to spread awareness for Wings of Hope, its
mission and the butterfly statues. We have already begun to see a flutter in
conversation, especially in Lincoln, Noble, Pawnee and Logan counties, as businesses
have recently purchased and displayed the butterfly statues. Now is the time to talk,
heal and fly together. Join the conversation.
Sincerely,
Marie Abraham Robinson
Executive Director
Introducing: #WingsOfHopeWed
Beginning this week look for #talkaboutitTuesday on all
our social media accounts. We will post news, facts and
accomplishmentsonthefighttostopdomesticviolence.Let’s
spread awareness and get people talking. Tag us with your
response, and show your stand against domestic violence!
Wings of Hope Family Crisis Services
@wingsofhopeok
@wingsofhopeok
Did You Know? In 2014...
Wings of Hope provided safe shelter and
victim services to 63 women and 83 children.
115 victims sought counseling services and 111
victims attended support groups.
We provided childcare services to 139
children.
Over the last year our 24-Hour Crisis Help
Line answered 6,002 calls.
Sexual Assault Response advocates met
with 25 victims of rape at the hospital.
We helped 286 victims complete an
Emergency Protective Order.
This Month: A Day For Butterflies
Join us this month on April 23 for our free fundraiser,
“A Day For Butterflies.” It will give you the chance to purchase
a butterfly statue and help raise awareness against domestic
violence. The day will be filled with fun, games, music and
food. Partake in the butterfly scavenger hunt around Stillwater
beginning at 11 a.m., have fun with arts and crafts from 2-4 p.m.,
engage in our guest speakers at 4 p.m., and enjoy live music and a
silent art auction until 8 p.m. It will be a day
committed to the butterflies. All proceeds for the day
will benefit Wings of Hope Family Crisis Services.
When: April 23
Time: 11a.m.-8p.m.
Price: FREE
Introducing: #talkaboutitTuesday
We will invite business owners within Wings of Hope Family
Crisis Services’ five target counties to subscribe to a
monthly electronic newsletter. The newsletter will contain the
following:
New butterfly purchasers
Recent donors
Upcoming events
Campaign progress
A letter from the Wings of Hope director
Businesses that have been named Wings of Hope
Awareness Partners of the Month
10
11. A DAY FOR
Butterflies
April 23, 2016
S T I L L W A T E R , O K L A H O M A
Free
Digital
11
Wings of Hope
A huge WOH shoutout to new butterfly purchaser Kim Smith, owner of Hideaway Pizza! Doesn’t it look
amazing outside of her business?
“I wanted to purchase a Wings of Hope butterfly for my business because I want to help spread
awareness for domestic violence. I hope someone in a bad situation can look at it and not feel
alone.” #WingsOfHopeStillwater #TransformationThruConversation #WOHshoutout
To become more present via social media, we will use Wings of
Hope Family Crisis Services’ official Facebook, Twitter and Instagram
accounts.
Post three to four times per week.
Post domestic violence-related statistics.
Advertise upcoming events and announce recent
butterfly purchasers.
Post links to relevant news coverage.
Utilize #talkaboutitTuesday.
When all three social media account followers/likes totals are
combined and then multiplied to reflect shares/retweets/
views, there are 12,500 impressions.
Two parties (one in December and one
in June).
Eight employees from each business will
be invited.
Businesses will be chosen based on:
Their involvement with Wings of
Hope
Increased social media activity
promoting the organization (i.e.,
photos with the butterfly statues)
We will host two private painting parties
at Straight Upp Creative Studio in
Stillwater for two businesses. Details
include:
12. Become a butterfly
To increase awareness of Wings of Hope Family Crisis Services,
its services and the butterfly statues, we will:
Create a two-minute YouTube video once a month.
Post these videos on the Wings of Hope official website
and its official WingsofHopeOK YouTube channel.
Share these videos via all three social media profiles.
Feature recent butterfly purchasers with their
butterflies outside their businesses discussing their
purchase decision and what they think of Wings of Hope.
Feature butterfly artists discussing their designs,
participation and views of Wings of Hope.
Feature promotional events.
Feature the entertainment prior to small events.
Feature Wings of Hope speakers at schools and
community organizations within the five counties.
These videos will keep Wings of Hope Family Crisis Services
employees and community members within the five target
counties updates with the campaign’s progress and help people
identify Wings of Hope with the butterfly symbol.
Monthly Videos
Digital
12
13. Have you seen the butterfly?
Promotions
13
CRISIS SERVICES
WINGS
HOPE
Through Conversation
Have you seen me
around town?
These butterflies are purchased
by local businesses and individuals
to spread awareness of domestic
violence and empower victims.
Wings of Hope Family Crisis Services provides
comprehensive and confidential services to individuals and
families experiencing domestic violence, sexual assault,
stalking, and child abuse or neglect.
For more information:
405.372.9922
http://wingsofhopeOK.com
14. Talk about it
14
Spread the Wings of Hope Family Crisis Services mission through
having organizational employees and local motivational speakers visit
public schools and community organizations within the five target
counties. Details include:
Visit five public schools throughout the counties
every other month beginning in September.
Teach students about the importance of healthy
relationships and how to identity nonhealthy and
healthy relationships.
Talk about Wings of Hope’s services, butterfly
symbol and meaning, and how to get help.
Promote educated, open conversation about
domestic violence and related issues.
Visit one community organization every other month
beginning in September.
Organizations include Stillwater Frontier Rotary Club,
Guthrie Noon Lions Club, Pawnee Rotary Club,
Chandler Lions Club and Perry Rotary Club.
Talk about Wings of Hope’s services, butterfly symbol
and meaning, and how to get help.
Talk about how the group can contribute to Wings of
Hope and help with campaign efforts.
Three weeks prior to events, a press release will be sent to
Stillwater NewsPress, Perry Daily Journal, Guthrie Newsleader,
Pawnee Chief, Choctaw Times and Perkins Journal.
Speakers in schools:
Average number of students per public school in the five target counties = 500.
500 students X 5 speeches per month X 5 months = 12,500 impressions.
Speakers in schools:
Average number of organization memberships in the five target counties = 100.
100 members X 5 months = 500 impressions.
15. Radio Spots
Promotions
15
Through key messaging, we will empower victims of domestic violence as well as the community to generate conversation and awareness.
We will do this through:
Radio spots on popular local stations, Hot 93.7, KGFY, KVRO and KSPI, which reach our target audiences.
A 30-second PSA will run throughout the campaign’s entirety twice per week.
A paid 30-second spot will run six times on each station — four advertising the small events and two advertising the big event.
The total population of the five target counties = 185, 818.
Out of this number, 20 percent will tune into the paid radio spots = 37,164 impressions.
Thirty percent will tune into the PSAs = 55,746 impressions.
16. To bring the community, businesses and Wings of Hope Family Crisis
Services together, we will host 10 small events throughout the year-long
campaign. Details include:
Two-hour events at local coffee shops within the five target
counties.
Locations include: Downtown Aspen Coffee Shop in
Stillwater, Ej’s Ice Cream & Coffee Shop in Stroud,
Harrison Street Coffee in Pawnee, Hoboken Coffee
Roasters in Guthrie and Hebrews in Perry.
Local musicians, poets and story tellers (works will be
pre-screened by Wings of Hope employees).
A Wings of Hope information and donation table, equipped with
a small butterfly and ran by Wings of Hope volunteers.
Advertising for the event will be done via all three social media
profiles and event fliers placed around the five counties.
The hashtag for these events will be #AnEvening4Butterflies.
Based on venue size and advertising, we project that 100 people will
attend each event, which totals to 1,000 impressions.
An Evening For Butterflies
| Live music | Poetry |
Join us Oct. 2 from 6-8 p.m.
10 percent of the night’s proceeds will go
toward changing the lives of those affected by
domestic violence.
Events
Promotions
16
20. Media Flychart
Flutter the conversation
July Aug. Sept. Oct. Nov. Dec. Jan. Feb. March April May June Cost Impressions
OWNED
Newsletter $0.00 450
Social Media $0.00 12,500
Website Updates $0.00 3,125
PAID
Radio Spots $1,152.00 37,164
Big Event $2,495.00 15,000
Newspaper $1,123.20 153,234
Tent Cards $600.00 40,000
Incentives $520.00
EARNED
Radio PSA $0.00 55,746
Small Event $200.00 1,000
Newspaper $0.00 51,078
Speakers (schools) $0.00 12,500
Speakers
(organizations)
$0.00 500
TOTAL $6,090.20 382,297
SPONSORSHIPS +$3,000.00
CONTINGENCY $1,909.80
20
21. Owned: 16,075
Social media networks
Website
Electronic newsletter
Paid: 245,938
Radio spots
Newspaper
Big event
Tent cards
Radio PSAs
Newspaper
Small events
Speakers in schools/organizations
Measuring
With a nonprofit such as Wings of Hope Family Crisis
Services, it’s important to spend our budget of
$5,000 in a smart and efficient fashion. To monitor the
campaign, we will track the following:
Website visits
Social media shares, likes and new followers
Newspaper coverage
Butterfly sales
Promotional events attendance and engagement
21
25. 72.97% 81
27.03% 30
Q1 Have you heard of Wings of Hope?
Answered: 111 Skipped: 1
Total 111
Yes
No
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Yes
No
1 / 20
Wings of Hope
25
26. Q2 How aware do you consider yourself to
be about domestic violence, sexual assault,
stalking, and child abuse or neglect?
Answered: 112 Skipped: 0
3.57%
4
5.36%
6
5.36%
6
60.71%
68
25.00%
28 112 3.98
(no label)
0 1 2 3 4 5 6 7 8 9 10
very unaware moderately unaware neutral moderately aware very aware Total Weighted Average
(no label)
2 / 20
Wings of Hope
26
27. 83.93% 94
98.21% 110
97.32% 109
96.43% 108
100.00% 112
Q3 Which of these do you consider to be
domestic violence? Check all that apply.
Answered: 112 Skipped: 0
Total Respondents: 112
Stalking
Sexual assault
Child
abuse/neglect
emotional abuse
physical abuse
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Stalking
Sexual assault
Child abuse/neglect
emotional abuse
physical abuse
3 / 20
Wings of Hope
27
28. Q4 How much do you agree with the
statement, "Domestic violence is a problem
nationally"?
Answered: 112 Skipped: 0
0.00%
0
0.89%
1
1.79%
2
21.43%
24
75.89%
85 112 4.72
(no label)
0 1 2 3 4 5 6 7 8 9 10
strongly disagree moderately disagree neutral moderately agree strongly agree Total Weighted Average
(no label)
4 / 20
Wings of Hope
28
29. Q5 How much do you agree with the
statement, "Domestic violence is a problem
locally"?
Answered: 112 Skipped: 0
0.89%
1
0.89%
1
5.36%
6
40.18%
45
52.68%
59 112 4.43
(no label)
0 1 2 3 4 5 6 7 8 9 10
strongly disagree moderately disagree neutral moderately agree strongly agree Total Weighted Average
(no label)
5 / 20
Wings of Hope
29
30. Q6 How much do you agree with the
statement, "Domestic violence
prevention/protection is something I feel
strongly about"?
Answered: 112 Skipped: 0
0.00%
0
0.89%
1
3.57%
4
35.71%
40
59.82%
67 112 4.54
(no label)
0 1 2 3 4 5 6 7 8 9 10
Strongly disagree Moderately disagree Neutral Moderately agree Strongly agree Total Weighted Average
(no label)
6 / 20
Wings of Hope
30
31. Q7 How much do you agree with the
statement, "Both men and women can be
victims of domestic violence"?
Answered: 112 Skipped: 0
0.00%
0
0.89%
1
2.68%
3
18.75%
21
77.68%
87 112 4.73
(no label)
0 1 2 3 4 5 6 7 8 9 10
strongly disagree moderately disagree neutral moderately agree strongly agree Total Weighted Average
(no label)
7 / 20
Wings of Hope
31
32. Q8 How much do you agree with the
statement,"I'm aware of crisis services
offered locally in Stillwater"?
Answered: 111 Skipped: 1
4.50%
5
18.92%
21
20.72%
23
27.93%
31
27.93%
31 111 3.56
(no label)
0 1 2 3 4 5 6 7 8 9 10
strongly disagree moderately disagree neutral moderately agree strongly agree Total Weighted Average
(no label)
8 / 20
Wings of Hope
32
33. 58.93% 66
18.75% 21
8.04% 9
14.29% 16
Q9 Where are you most comfortable
discussing the topic of domestic violence,
sexual assault, stalking, and child neglect
or abuse?
Answered: 112 Skipped: 0
Total 112
At home
At work
At the gym/in
a public...
I don't talk
about it
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
At home
At work
At the gym/in a public setting
I don't talk about it
9 / 20
Wings of Hope
33
34. 71.43% 80
28.57% 32
Q10 Have you seen the butterflies at local
businesses around the Stillwater
community?
Answered: 112 Skipped: 0
Total 112
Yes
No
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Yes
No
10 / 20
Wings of Hope
34
35. 39.64% 44
60.36% 67
Q11 Are you aware that you can purchase a
butterfly for your business?
Answered: 111 Skipped: 1
Total 111
Yes
No
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Yes
No
11 / 20
Wings of Hope
35
36. 70.91% 78
56.36% 62
18.18% 20
8.18% 9
30.00% 33
Q12 I'd be interested in purchasing a
butterfly for the following reasons: (Check
all that apply.)
Answered: 110 Skipped: 2
Knowing that
it is helpin...
It makes me
feel good...
Community
recognition
Tax deductions
I'm not
interested i...
I'd rather
spend my...
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Knowing that it is helping raise awareness for domestic violence
It makes me feel good knowing that I'm contributing to domestic violence awareness
Community recognition
Tax deductions
I'm not interested in purchasing a butterfly
12 / 20
Wings of Hope
36
37. 2.73% 3
Total Respondents: 110
I'd rather spend my charitable contribution somewhere else
13 / 20
Wings of Hope
37
38. Q13 How aware are you of how nonprofit
organizations acquire funding?
Answered: 111 Skipped: 1
1.80%
2
17.12%
19
19.82%
22
34.23%
38
27.03%
30 111 3.68
(no label)
0 1 2 3 4 5 6 7 8 9 10
very unaware moderately unaware neutral moderately aware very aware Total Weighted Average
(no label)
14 / 20
Wings of Hope
38
39. 22.02% 24
77.98% 85
Q14 What is your gender?
Answered: 109 Skipped: 3
Total 109
Male
Female
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Male
Female
15 / 20
Wings of Hope
39
40. Q15 How much do you agree with the
statement, "I'd be more inclined to purchase
a butterfly if it can be personally
customized"?
Answered: 112 Skipped: 0
6.25%
7
5.36%
6
49.11%
55
25.89%
29
13.39%
15 112 3.35
(no label)
0 1 2 3 4 5 6 7 8 9 10
strongly disagree moderately disagree neutral moderately agree strongly agree Total Weighted Average
(no label)
16 / 20
Wings of Hope
40
41. 57.14% 64
25.00% 28
16.96% 19
0.89% 1
Q16 How old are you?
Answered: 112 Skipped: 0
Total 112
18-24
25-44
45-64
65+
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
18-24
25-44
45-64
65+
17 / 20
Wings of Hope
41
42. 10.28% 11
89.72% 96
Q17 Do you own a business?
Answered: 107 Skipped: 5
Total 107
Yes
No
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Yes
No
18 / 20
Wings of Hope
42
43. 78.90% 86
0.92% 1
0.92% 1
0.00% 0
0.92% 1
18.35% 20
Q18 Which county do you live in?
Answered: 109 Skipped: 3
Payne
Noble
Lincoln
Pawnee
Logan
Other
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Payne
Noble
Lincoln
Pawnee
Logan
Other
19 / 20
Wings of Hope
43
53. Join us for our “An Evening For Butterflies” this Friday 6-8 p.m. at Hoboken Coffee Roaster in Gutherie!
Here is your chance to learn more about how you can become an artist or purchaser of your very own
WOH butterfly! Don’t miss out on a night filled with free poetry, music and making a difference in the
lives of those who are struggling with domestic violence.
Wings of Hope
A huge WOH shoutout to new butterfly purchaser Kim Smith, owner of Hideaway Pizza! Doesn’t it look
amazing outside of her business?
“I wanted to purchase a Wings of Hope butterfly for my business because I want to help spread
awareness for domestic violence. I hope someone in a bad situation can look at it and not feel
alone.” #WingsOfHopeStillwater #TransformationThruConversation #WOHshoutoutWings of Hope
Visit @HobokenCoffee this Friday
6-8 p.m. for an evening of free
poetry and music. 10% of
proceeds will go to WOH!
#AnEvening4Butterflies
53