Situation Analysis DCAP is in need of funding to continue services for the autistic children involved in the program. DCAP lacks a comprehensive communication campaign that would provide the organization steady volunteers. The possible obstacles to my project are engaging parents to participate.
Goal Formulate a strategic plan that that helps increase donationsfor DC Autism Parents.
Measurable Objectives To create a and page by January 24.To change the format of the DC Autism Parents website by January24, to promote & .To have over 40 followers on and by February24.February 25 create a DCAP channel to use for solicitingdonations.
Target Audience Primary Target Secondary Target Publics Public Parents with autistic children in Volunteers in the D.C. Maryland and the D.C., Maryland and Virginia Virginia area. area. Autism Society of America DC Chapter Georgetown University Center for Child & Human Development Empowered Parenting research Assistants Lollipop Kids Foundation National Institute of Health Trainees Our Kids Arc of DC Inc.
Strategy C-Create a DCAutism Parents Facebook andTwitter page
Strategy D- Create a “DCAutism Parents”ChannelTactics Registered DC autism parents through theYouTube Nonprofit program online videocommunity. (Process takes 30 days)Temporarily set up through personalYouTube account.Subscribe to Autism Related YouTubeChannels to build up potential publics andstakeholderCreated three promo videos using keymessages to promote donating to DCAP:-“Where parents empower parents”-“Where children with autism grow”- “Where every child has a talent and afuture.”(Go to Kent State University personalwebsite to see links)
Strategy E- DC Autism ParentsWebsite Reformatted topromote Press Releases &Social Media ActivityTacticsUse homepage of DCAP aspromotional tool for all organizationevents.Links leading to the FB andTwitter pages were placed at thetop of the homepage.PDF files of press releases ofvarious annual events were alsolisted on the homepage.Registered DCAP website to DCCares for recruitment ofVolunteers.Key message “where parentsempower parents” is placed at thetop of the webpage.
Timeline of PR Plan January February Day 24 created Facebook & Twitter Page. Day 17 solicited local news reporters, news focused radio stations with press releases of founders story. Day 24 changed the format of website to promote donation efforts. Day 11 secured a free event space for fundraiser in May. Day 13 competed for a nonprofit sponsorship by the Art. Inst. of Washington by creating a press release on founders story Day 19 targeted local and national Autism bloggers. Day 25 created a DCAP YouTube channel.
Budget Print Online & Advertisement Broadcast Website New Media s Media Advertising Production Costs: $0 Production -Post upcoming DCAP events on autism - DC Autism Costs: $0 bloggers sites.| Free Parents-Craigslist’s posting for YouTube communication -Radio PSA’s -Press Releases of channel | Free volunteers.| Free promoting upcoming events on buddies program DCAP website.| Free-Press Release to local & donations.| news stations and -Changes to website| Free Free News Radio stations | Free -FB solicitations to -FB & Twitter reporters | Free volunteers Ads to George Mason Univ. and Trinity Univ. | Free
Web Hits on DC Autism Parents MONTHLY TOTAL HITS-December 569START OF PR CAMPAIGN- January 990 an increase of 34 hits per day.-February 24, there was a total of 807 hits for the month. With an averageof 34 hits per-day the total for February is 977.VARIABLES: DAILY HITS PER-DAY IN FEBURARY SPIKED!February 19: 32-hitsFebruary 20: 31-hitsFebruary 21: 47-hitsFebruary 22: 54-hitsFebruary 23: 52-hitsFebruary 24: 74-hits
Results from Managed to accomplish measurable objective of having over 40- followers. Reaching over 300-people on a weekly basis.Prominent Publics & Possible Stakeholders from Facebook Fan Page: M&L Special Needs Planning President Autism Teaching Strategies President
Results from Retweets from followers mentioning DCAP events and promoting services offered our constantly going up. DCAP surpassed measurable goal of 40 followers with73. Five DC residence followers are now in DCAP’s communication database.Prominent Publics & Possible Stakeholders from Twitter Fan Page: Chief Science Officer of Autism Speaks Inventor of the IPAD Close2HomeApp for children living with autism. Executive Vice President of Autism Speaks
Feedback fromConnecting with Examples of Successful our “Follow BackFollowers! Twitter Interaction! Autism Week”!
Stakeholders Gained & Sponsorship Stakeholders Sponsorship for a Gained fundraising eventLounge 201: agreed to Selected charity for agive DC Autism Parents fashion event on Aprila free event space for 28, 2012. Expected totheir 1 st annual receive $2,000 infundraiser. donations.The Ar t Institute ofWashington.Blacq-Lux Studio’s