2. Marketing Consultant
Proposal
for
MEMPHIS FORUM on YOUTH
VIOLENCE PREVENTION grant
Short-term Strategic
PR/Marketing Plan and Products
11 May 2015
Submitted by:
Yvonne D. Nelson, PhD CNC
Founder / President / Executive Director, DI’MANS, Inc.
1+ 901.396.6300
dr.ydnelson@dimans.org
3. MYVPP PR/Communications Proposal, DI’MANS, Inc.
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Contents
Proposal Overview.............................................................................................................. 1
1 About DI’MANS, Inc...................................................................................................... 3
1.1 Organization Details................................................................................................ 3
1.2 Background............................................................................................................. 3
1.3 Vision & Mission ..................................................................................................... 4
1.4 Structure................................................................................................................. 4
Organizational Chart …....……………………………………………………………....5
1.5 Past and Current Projects....................................................................................... 6
2 Technical Proposal....................................................................................................... 8
2.1 Problem Background .............................................................................................. 8
2.2 Logical Framework.................................................................................................. 9
2.3 Work Plan ............................................................................................................. 10
3 Financial Proposal...................................................................................................... 11
3.1 Budget .................................................................................................................. 11
3.2 Budget Narrative................................................................................................... 11
References ............................................................................................................................
Appendices ...................................................................................................................... .12
Curriculum Vitae ..................................................................................................................
4. MYVPP PR/Communications Proposal, DI’MANS, Inc.
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Proposal Overview
Title
MYVPP PR/Communications Proposal, DI’MANS, Inc.
Problem
Seminal research will reveal that delinquency can be described as an inadequate adjustment
on the part of the individual to adjust to difficult situations (Banham Bridges, 1927).
Developing a strategic plan that (1) engages youth and adults in generating culturally
responsible solutions to the daily challenges they face and (2) implements quality programs
for youth and their families has been identified as a major requirement to effectively combat
this issue. The attached proposal is being submitted in response to the need for a
professional marketing and communications consultant group to create a short-term
strategic public relations and marketing plan that will align and coordinate the efforts and
initiatives of the Memphis Youth Violence Prevention Plan with those of the Memphis Shelby
Crime Commission; its target population, children and youth experiencing factors that put
them at-risk for committing violent acts; and its partners.
Target Area & Beneficiaries
The geographic target area is to include youth and adults who reside Memphis and/or
Shelby County, Tennessee and are at very high risk of committing delinquent acts due to
factors including, but not limited to exposure to violence/trauma, family members in gangs,
and mental health issues.
Goal
To build capacity for the Memphis Youth Violence Prevention Plan Partners through staff
coordination support and training and technical assistance.
Outcomes
To improve coordination and support of violence prevention efforts and to align with
Memphis Youth Violence Prevention Plan and Forum.
5. MYVPP PR/Communications Proposal, DI’MANS, Inc.
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Duration
The contract for evaluation will begin May 22, 2015 and end September 23, 2015.
Budget
The maximum amount awarded for this project is $7,000 for the development of a short-term
marketing plan on youth violence and production of collateral products and/or public
relations messaging.
Sustainability
The proposed attached solution offers a sustainable and replicable framework that will
strengthen the Memphis Forum on Youth Violence Prevention’s core program(s) by
implementing public relations and communication strategies from evidence-based programs
that (1) reduce youth violence; (2) implement efforts to prevent and reduce the impact of
children’s exposure to violence in their homes, schools, and communities; (3) implement and
enhance positive behavioral interventions and supports; (4) support positive youth
intervention and development; (5) support youth voice; and (6) build resiliency and
supportive neighborhoods so youth can succeed in spite of pervasive local risk factors.
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1 About DI’MANS, Inc.
1.1 Organization Details
Organization Name DI’MANS, Inc.
Address 3519 McCorkle Road, Memphis, TN 38116-3923
Website dimans.org
Telephone 901.396.6300
Fax 901.398.8738
Contact Person Name: Yvonne D. Nelson, PhD, CNC
Telephone: 901.300.0250
Mobile phone: 901.409.0408
Email: dr.ydnelson@dimans.org
Registration Details Type of organization: Non profit
Country: US
Year Formed: 2009
EIN Number: 26-4009342
1.2 Background
DI’MANS had its beginnings in Memphis, Tennessee on July 7, 1999 when it originally
formed its online presence through America Online (dimans100@AOL.com). The
organization was formally established with its first board of directors in 2009. Its application
for exemption was awarded from the Internal Revenue Service’s charitable division the same
year (effective date of exemption January 12, 2009).
In 2011, and through the graduate work of founder, Dr. Yvonne D. Nelson, the organization
developed the Developmental Intervention Model for the Assessment of Neighborhood
Systems (DI’MANS) model, an evidence-based and evaluated model for the assessment
and evaluation of person-centered planned community centers.
Dr. Nelson, a 30-year community advocate and resident of Memphis, Tennessee, is a former
editor for The Commercial Appeal; a doctoral graduate of Capella University’s Organization
and Management with an emphasis in Leadership program; and a Certified Nonprofit
Consultant who holds a Masters of Business Administration Degree in Marketing and
7. MYVPP PR/Communications Proposal, DI’MANS, Inc.
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Administration, and undergraduate degrees in Finance and Business. Yvonne’s extensive
work history includes short- and long-term contractual assignments in governmental units,
for profit, and non-profit business sectors.
Yolanda Baptist-Green is a native Memphis resident and graduate of the University of
Memphis with a Bachelor of Arts Degree / Public Relations, Communications, and
Journalism. In addition to being a former participant with the “Memphis Gun Down” and “Our
Brother’s Keeper” local initiatives, Baptist-Green is a member of the Public Relations Society
of America, and a seasoned public broadcaster with over 2,500 hours of live and recorded
broadcast hours. A Pinnacle Honor Society recipient, Ms. Baptist-Green also hosts a regular
show on WUMR U 92 FM in Memphis, TN. Her extensive listing of talents and skills include:
Public Relations
Advertising
Media Relations
Publicity
Public Relations
Social Media Marketing
Corporate Communications
Strategic Communications
Marketing Communications
Internal Communications; and
Community Relations Management
1.3 Vision & Mission
The purposes of DI’MANS, Inc., as created through its Bylaws and approved on February
21, 2009 are as follows:
To establish a well-organized program to assist abused, neglected, at-risk, and other
youth in becoming productive citizens and adults through enhanced academics,
behavior modification and etiquette; in teaching youth the official rules and standards
of play of sports and to provide them with amateur competitive arenas to combat
juvenile delinquency; to teach youth the behaviors and life skills that will lead to
responsible and productive lives; and in the course of doing so, to operated exclusively
for religious, charitable, scientific, literary, and educational purposes within the
meaning of § 501(c)3 of the Internal Revenue Code of 1986, as amended, or the
corresponding provision of any future United States Internal Revenue Law.
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This purpose shall be accomplished by designing and enacting activities that:
a) Improve academic test scores and increase the odds of youth attaining a high
school diploma or GED;
b) Facilitate youth in achieving a post-secondary education and/or in obtaining
employable trades and/or occupations;
c) Teach youth the importance of teamwork through athletic competition;
d) Decrease the desire of youth to commit crimes; and to
e) Aid youth in understanding proper health, etiquette, and behavior patterns.
1.4 Structure
DI’MANS, Inc. currently has no paid full-time employees; one paid and one unpaid part-time
employee; two unpaid college interns; 11 unpaid board members; and four active volunteers.
An organizational chart has been included below for your review.
Board of
Directors
Volunteers Interns TBD
President/
Executive
Director
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1.5 Past and Current Projects
Year Project Title Key Results Donor Budget Contact Person
2015 DI’MANS, Inc. In progress. N/A N/A dr.ydnelson@dimans.org
2015 AHS Survey Ongoing. HUD N/A yvonne.nelson@census.gov
2014 DI’MANS, Inc.
Academic
Enrichment: 79
sessions
Behavior
Modification and
Intervention: 104
sessions
Etiquette: 15
sessions
Social and
Employment Skills
Training: 38
sessions
Health and
Wellness: 83
sessions
Various;
Combined
Federal
Campaign;
Delta
Community
Foundation;
Individual
donors, etc.
N/A dr.ydnelson@dimans.org
billing@dimans.org
2014 House of Grace Approved. VOCA $ 81,250 Louisa.Denson@msdh.ms.gov
2014 House of Grace Approved. VAWA $ 29,000 JWord@dps.ms.gov
RGaylor@dps.ms.gov
2014 House of Grace Approved. Family
Violence
Prevention
Act
$ 60,000 Louisa.Denson@msdh.ms.gov
2014 House of Grace Approved. Domestic
Violence
Prevention
Act
$ 32,000 Louisa.Denson@msdh.ms.gov
2014 Advanced Case
Development
Ongoing. ACD N/A gcates@acdcorp.net
2013 DI’MANS, Inc. Ongoing. Various N/A dr.ydnelson@dimans.org
2013 House of Grace VOCA $ 81,240 Louisa.Denson@msdh.ms.gov
2013 House of Grace VAWA $ 29,388 RGaylor@dps.ms.gov
2013 House of Grace FV $ 60,000 Louisa.Denson@msdh.ms.gov
2013 House of Grace DV $ 30,981 Louisa.Denson@msdh.ms.gov
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Year Project Title Key Results Donor Budget Contact Person
2013 House of Grace Completed. United Way $ 35,361 Dee.Fuller@uwmidsouth.org
Diana.Bedwell@uwmidsouth.org
2013 Advanced Case
Development
Ongoing. Ongoing $ 4,766 gcates@acdcorp.net
2013 MYVPP Completed. MSCC N/A mfowlkes@memphiscrime.org
2012 DI’MANS, Inc. Ongoing. Ongoing N/A dr.ydnelson@dimans.org
2012 Advanced Case
Development
Ongoing. Ongoing N/A gcates@acdcorp.net,
2011 DI’MANS, Inc. Ongoing. Ongoing N/A dr.ydnelson@dimans.org
2011 Daddy’s Girls
Conference
Completed. Greater Faith
Tabernacle
Ministries,
Inc./Getting
Families
Together
$ 10,200 pastoroj@aol.com
2011 Lupus FDN Completed. Various $ 12,000 info@memphislupus.org
2010 DI’MANS, Inc. Ongoing. Various N/A dr.ydnelson@dimans.org
2010 Lupus
Foundation of
America,
Memphis Area
Chapter
Completed. Various. N/A info@memphislupus.org
2009 DI’MANS, Inc. Ongoing. Various N/A dr.ydnelson@dimans.org
2008 McCorkle Road
Neighborhood
Development
Association, Inc.
Ongoing. State of TN;
Individual
contributions;
etc.
N/A mccorkleroad@aol.com
debaker@fedex.com
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2 Technical Proposal
2.1 Problem Background
Seminal research will reveal that delinquency can be described as an inadequate adjustment
on the part of the individual to adjust to difficult situations (Banham Bridges, 1927).
Developing a strategic communications and public relations plan that (1) engages local at-
risk youth and adults in generating culturally responsible solutions to the daily challenges
they face and (2) implements quality MYVPP programs for youth and their families has been
identified as a requirement to effectively combat the problem of juvenile delinquency in
Memphis, Tennessee.
The attached proposal is being submitted in response to the need for a professional
marketing and communications consultant to create a short-term strategic public relations
and marketing plan that will align and coordinate the efforts and initiatives of the Memphis
Youth Violence Prevention Plan with those of the Memphis Shelby Crime Commission; its
target population — the children and youth experiencing factors that put them at-risk for
committing violent acts, and its partners. These are the voices that are being sought.
“The absence of youth voice in the design, planning, delivery, and assessment stages
of youth intervention and development programs is beginning to be recognized as a
major flaw in determining the effectiveness of youth development programs. Early
philosophers were erroneously guided by perspectives that viewed adolescence as a
time of “storm and stress” for young adults. During the early stages of research in
youth development, positive youth development was viewed as the absence of
negative or undesirable activities in adolescents. Modern day proponents of youth
development have yet to develop a widely accepted strategy or vocabulary for the
evaluation of effective youth development programs, but they have advanced research
ideas associated with the positive youth development theory. The positive youth
development perspective is a research and evidence-based tool for assessing the
effectiveness of youth development programs.”
— Yvonne D. Nelson, 2011
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2.2 Logical Framework
PROJECT SUMMARY INDICATORS MEANS OF VERIFICATION RISKS / ASSUMPTIONS
Goal Build capacity for MYVPP Partners
through staff coordination support
and training and technical
assistance.
DEVELOP A MARKETING PLAN AND
PRODUCTS FOR MEMPHIS FORUM ON
YOUTH VIOLENCE PREVENTION GRANT
AWARDED BY THE US OJJDP.
Comparison of current and future
capacity levels for MYVPP Partners.
None.
Objectives Enhance coordination of MYVPP
PR/Communications and youth
engagement by providing staff
coordination and support to
MYVPP Partners.
CREATE A SHORT-TERM STRATEGIC
MARKETING/ PUBLIC RELATIONS PLAN
THAT ALIGNS AND COORDINATES THE
EFFORTS OF INITIATIVES OF THE
MYVPP.
Various records. Stakeholders (all) are receptive
to the ideas communicated by
the MYVPP.
Activities Create a short-term MYVPP
strategic marketing and
communications plan that
engages youth.
ENGAGE YOUTH AND ADULTS IN
GENERATING CULTURALLY
RESPONSIBLE SOLUTIONS TO
COMMUNITY CHALLENGES AND
IMMPLEMENTING QUALITY PROGRAMS
FOR YOUTH AND THEIR FAMILIES.
Various records. Stakeholders (all) are fully
engaged, interested , and
participating in MYVPP
initiatives.
Outcomes #1) Improved coordination and
support of violence prevention
efforts and align with MYVPP
and Forum; and
#2) Increase awareness and
communication of MYVPP
Partner efforts.
25% REDUCTION IN VIOLENCE
COMMITTED BY YOUTH UNDER AGE 24.
REDUCTIONS IN VIOLENT
OFFENSES BY PEOPLE UNDER
AGE 24, DELINQUENCY
OFFENSES, STATUS OFFENSES,
SCHOOL DISCIPLINARY
INCIDENTS, TRUANCY, AND
YOUTH GANG CRIME.
Improved coordination and
support of violence prevention
efforts and increased
awareness and communication
of MYVPP Partner efforts will
provide the self-confidence
required to reduce
delinquency.
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2.3 Work Plan
Task Responsible May 22-June 23 June 24-July 23 July 24-August 23 August 24-Sept 23
Build capacity for MYVPP Partners… YDN
Enhance coordination of MYVPP
PR/Communications…
YDN/YBG
Create a short-term MYVPP strategic
marketing/communications plan…
YDN/YBG
Improved coordination and support of violence
prevention efforts…
YDN
Increased awareness and communication of
MYVPP Partner efforts…
YDN
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3 Financial Proposal
3.1 Budget
The maximum amount awarded for this project is $7,000.00 (seven Thousand Dollars and
no cents) for the development of a short-term marketing plan on youth violence and
production of collateral products and/or public relations messaging.
3.2 Budget Narrative
A. PERSONNEL
Yvonne D. Nelson, Ph.D., CNC, Principal Public Relations/Communications Specialist (effort
= 4.0 calendar months). Dr. Nelson, an expert in youth intervention and development, will
provide guidance on the development of a short-term strategic communications/marketing
and public relations plan that aligns and coordinates the efforts of initiatives of the MYVPP.
She will be responsible for (1) building capacity for MYVPP Partners through staff
coordination all communications support, training, and technical assistance; (2) enhancing
the coordination of MYVPP PR/Communications and youth engagement by providing staff
coordination and support to MYVPP Partners; (3) creating a short-term MYVPP strategic
marketing/communication plan that engages youth; (4) improved coordination and support of
violence prevention efforts and align with MYVPP and Forum; (5) increasing awareness and
communication of MYVPP Partner efforts; and (6) the overall coordination and supervision of
all aspects of the public relations and communications proposal. This includes, but is not
limited to, communications, public relations, training, and supervising; coordinating;
scheduling; and data management. In addition, she will assist with statistical analyses and
be responsible for reporting the proposal’s public relations findings.
Yolanda Baptist-Green, Associate Principal Public Relations/Communications Specialist
(effort = 2.5 calendar months). Ms. Baptist-Green will be responsible for assisting with the
overall development of a short-term strategic communications/marketing and public relations
plan and in reporting the proposal’s public relations findings.
B. OTHER PERSONNEL
TBA Project Graphics Coordinator (effort = 3.5 calendar months). This individual will serve
as an interventionist, aid with preliminary visual and verbal communications and public
relations analyses and data preparation.
TBA Graphics/Art Assistant (effort = 2.5 calendar months). This individual will assist with the
daily management of all visible communications and public relations data.
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C. EQUIPMENT
None.
D. TRAVEL
None.
E. ADDITIONAL COSTS
None.
References & Curriculum Vitae
Attached.
