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Campaign book

  1. 1. RW&B CommunicationsClient PresentationApril 26th, 2013
  2. 2. RW&B Communications2Table of Contents:Legalities………………………………………………………………………………………………………3-5The Team………………………………………………………………………………………………………6-8Situation Analysis……………………………………………………………………………………….9-12Research Analysis……………………………………………………………………………………..13-19Goals and Objectives…………………………………………………………………………………20-21Messages and Audiences…………………………………………………………………………..22-24Evaluations of Strategies and Tactics………………………………………………………..25-24Monitoring Methods and Evaluations……………………………………………………….48-50Brochure…………………………………………………………………………………………………..51-52
  3. 3. RW&B Communications3Legalities:THIS AGREEMENT is made on 4/26/13.BETWEEN1. RW&B Communications, (the Disclosing Party); and2. Sisters Helping Sisters, (the Receiving Party),collectively referred to as the Parties.RECITALSA. The Receiving Party understands that the Disclosing Party has disclosed or maydisclose information relating to source code, product designs, art, and other relatedconcepts, which to the extent previously, presently, or subsequently disclosed to theReceiving Party is hereinafter referred to as Proprietary Information of theDisclosing Party.OPERATIVE PROVISIONS1. In consideration of the disclosure of Proprietary Information by the DisclosingParty, the Receiving Party hereby agrees: (i) to hold the Proprietary Information instrict confidence and to take all reasonable precautions to protect such ProprietaryInformation (including, without limitation, all precautions the Receiving Partyemploys with respect to its own confidential materials), (ii) not to disclose any suchProprietary Information or any information derived therefrom to any third person,(iii) not to make any use whatsoever at any time of such Proprietary Informationexcept to evaluate internally its relationship with the Disclosing Party, and (iv) not tocopy or reverse engineer any such Proprietary Information. The Receiving Partyshall procure that its employees, agents and sub-contractors to whom ProprietaryInformation is disclosed or who have access to Proprietary Information sign anondisclosure or similar agreement in content substantially similar to thisAgreement.2. Without granting any right or license, the Disclosing Party agrees that theforegoing shall not apply with respect to any information after five years followingthe disclosure thereof or any information that the Receiving Party can document (i)is or becomes (through no improper action or inaction by the Receiving Party or anyaffiliate, agent, consultant or employee) generally available to the public, or (ii) wasin its possession or known by it prior to receipt from the Disclosing Party asevidenced in writing, except to the extent that such information was unlawfullyappropriated, or (iii) was rightfully disclosed to it by a third party, or (iv) was
  4. 4. RW&B Communications4independently developed without use of any Proprietary Information of theDisclosing Party. The Receiving Party may make disclosures required by law or courtorder provided the Receiving Party uses diligent reasonable efforts to limitdisclosure and has allowed the Disclosing Party to seek a protective order.3. Immediately upon the written request by the Disclosing Party at any time, theReceiving Party will return to the Disclosing Party all Proprietary Information and alldocuments or media containing any such Proprietary Information and any and allcopies or extracts thereof, save that where such Proprietary Information is a formincapable of return or has been copied or transcribed into another document, it shallbe destroyed or erased, as appropriate.4. The Receiving Party understands that nothing herein (i) requires the disclosure ofany Proprietary Information or (ii) requires the Disclosing Party to proceed with anytransaction or relationship.5. The Receiving Party further acknowledges and agrees that no representation orwarranty, express or implied, is or will be made, and no responsibility or liability isor will be accepted by the Disclosing Party, or by any of its respective directors,officers, employees, agents or advisers, as to, or in relation to, the accuracy ofcompleteness of any Proprietary Information made available to the Receiving Partyor its advisers; it is responsible for making its own evaluation of such ProprietaryInformation.6. The failure of either party to enforce its rights under this Agreement at any timefor any period shall not be construed as a waiver of such rights. If any part, term orprovision of this Agreement is held to be illegal or unenforceable neither the validity,nor enforceability of the remainder of this Agreement shall be affected. Neither Partyshall assign or transfer all or any part of its rights under this Agreement without theconsent of the other Party. This Agreement may not be amended for any otherreason without the prior written agreement of both Parties. This Agreementconstitutes the entire understanding between the Parties relating to the subjectmatter hereof unless any representation or warranty made about this Agreementwas made fraudulently and, save as may be expressly referred to or referencedherein, supersedes all prior representations, writings, negotiations orunderstandings with respect hereto.7. This Agreement shall be governed by the laws of the jurisdiction in which theDisclosing Party is located (or if the Disclosing Party is based in more than onecountry, the country in which its headquarters are located) (the Territory) and theparties agree to submit disputes arising out of or in connection with this Agreementto the non-exclusive of the courts in the Territory.
  5. 5. RW&B Communications5Sisters Helping Sisters Representative x___________________________ Date________RW&B Communications Representative x___________________________ Date _______
  6. 6. RW&B Communications6The TeamRW & B Communications consists of five communicationprofessionals with varying backgrounds and specialties.They come together bringing their individual talents andpassions to form a special bond out of which grows trulyremarkable work. The team gets along extremely wellwhich forms a culture that is unmatched in other groupsand teams. They pride themselves on being different fromone another and cite this as the reason they are able to produce such high caliberwork. Early on in the creation of the team they decided to all put input into everyaspect of the campaign in order to provide a system of checks and balances to get thebest quality out of the team. It’s clear they like to have fun and even more so clearthat they are able to produce work of the highest quality.Josh Wishnoff is founder and CEO of DeliberateCommunication Solutions LLC., a social mediamarketing company based out of Bergen County,New Jersey. A New Jersey native, Josh is acommunication specialist, with a love for allthings marketing, PR and advertising. Hegraduated from Saddle River Day School in 2009moving on to High Point University, where heplans on graduating with a B.A in Strategic Communication and minor inEntrepreneurship in May 2013. Josh interned with Peter Rabbit Organics in 2010and was tasked with showing customer interest in a new product line within aFortune 500 distributor. During the assignment Peter Rabbit Organics achievedrecord sales, and received the client’s business. He is also interning with R.O.S.Therapy Systems of Greensboro, NC where he is assisting with a national productlaunch, and is responsible for all of their highly effective social media outlets. Josh
  7. 7. RW&B Communications7was responsible for strategizing for the campaign while assisting with research andproduction as well.Josh Pastore is a High Point University studentearning a B.A in Strategic Communication with aminor in Entrepreneurship. In addition to hisacademic studies he has intentionally participatedin programs that provided an opportunity to applystrategic communication theories efficaciously intobusiness practice, from public relations andmarketing to interpersonal relations. To this end,he is the Vice-President of the debate team, Treasurer of High Point University ModelUnited Nations, active in PRSSA and the entrepreneurship club at HPU as well ashaving worked on a marketing campaign for the non-profit GO FARs (Go Out For ARun) most successful race event in the fall of 2012. As a self-motivated, responsibleand hardworking individual he embraces opportunities for making differences andimprovements in all my endeavors. Josh was responsible for research andproduction of art work.Kelsey Riggs is a senior at High Point Universitywhere she is finishing her B.A in StrategicCommunication. She has interned with JDRF, whereshe assisted in planning a kickoff luncheon andcreated and distributed multiple direct mailcampaigns. She has held positions of RecruitmentDirector and Sisterhood Chair of Phi Mu Sorority.Kelsey brings a passion for organizational skills to
  8. 8. RW&B Communications8the team and always has her eye on the long term goals in everything she does.Kelsey took a leadership role in strategizing for this campaign as well as keeping thetasks organized and timely.Joanna Evans is a High Point University StrategicCommunications senior eager to establish herprofessional presence in the PR and sportsorganization world. Her advanced writing andinterpersonal capabilities are accompanied by a purepassion for college and professional athletics. Sheaspires to evolve her strategic communicationpractices, with persistence and dedication, in aprogressive PR or sports organization. Her career objectives are centered onbecoming a part of an organizations team and adding an inspired competitive edgethat would translate into company, and personal skill, growth. Joanna took a role instrategizing for the campaign as well as bringing a competitive edge to the team.Lauren Holden is a senior finishing her B.A inStrategic Communication at High Point University,where she has been a Teacher’s Assistant inFoundations of Strategic Communication whereshe provided lesson plans and helped studentsconceptualize the course material further. She isfrom Baltimore, MD and she held the position ofRitual Coordinator of Alpha Gamma Delta Sorority.She has experience in social media in her position as a manager of a club lacrosseorganization. Lauren brought an artistic background to the campaign team in orderto create and implement numerous graphic design projects for the campaign.
  9. 9. RW&B Communications9Situation AnalysisClient: Sisters Helping SistersClient’s Purpose: Enrich, Empower, Encourage.Sisters Helping Sisters is a 501 (c) 3 nonprofit program that supportsindividuals, families and communities by abetting with their capability to overcomechallenges in life, maintain a level of quality in their lives and to benefit fromopportunities. Sisters Helping Sisters first starts with a group of around 40 AfricanAmerican seniors (around 60 years old) who get together once every other Tuesday.Each week they have someone come in and help them facilitate a topic of discussionfor them to talk about and learn new things. This program is there for these womento help each other learn and have a support system and they may have lost over theyears. Volunteers are needed to help facilitate conversations with these women, andhelp drive the women who are not physically able any more. At this point that is allthat we have been able to observe about the client so far without meeting more of itsmembers. They do this by supporting one another throughout times of trial, laughterduring the good times, and give each other the ability to change perspective whenneeded, to build healthy long lasting friendships.Sisters Helping Sisters was first formed by a group of women who desired toget together to learn about topics that interested them including things such ashealth and personal development. Along the way, the program developed further toinclude more members who enjoyed similar interests and gaining an additionalreliable support system. Community involvement, pulling more members into thegroup, and raising funds for additional activities are now some key initiatives SistersHelping Sisters hopes to reach in the near future.Past communication practices have been through word of mouth and little tono technology mediums. Their competition are groups like the Women’s Center atthe YMCA but they personally do not consider them competition because the need is
  10. 10. RW&B Communications10so great that the attitude is “the more the merrier.” The most urgent matter forSisters helping Sisters is diversifying their group and obtaining new facilitators.Growing in size is not a tremendous concern because they can not grow beyond whatthey can handle. Which is also one reason why competition is not a tremendousthreat. Our focus for our client is volunteers and participants.There are many non-profit organizations that are similar to Sisters HelpingSisters. Many organizations are about women helping other women. One of the mainindustry trends that we found with many of these organizations is that they have afoundation and are very active philanthropically. One organizations is called P.E.OSisterhood, a philanthropic organization where women celebrate womanhood. Theyfocus on things such as the advancement of women, education through grants,scholarships, and loans. They also motivate women the achieve their goals andaspirations. They have an excellent website where you can navigate and find outmore information. Their main focus on the website is the foundation where they giveout their scholarshipsIn addition to being there for one another these women also reach out toothers in the community. The WFMY News 2 station did a piece on these women intheir Local Heroes segment. These women are looked at as wonderful supporters ineach others lives and in the lives of other people in need. The women involved inSisters Helping Sisters will go out and visit elderly people who are in nursing homesand they have made cards for them to enjoy. Just a little something for those peopleto know that someone is thinking about them. Every June they also hold a bigfundraising event. So these women are not just sitting around chatting they are outin the community actually getting things done.SWOT Analysis:Strengths:
  11. 11. RW&B Communications11Very low cost budget – Sisters Helping Sisters only spends approximately$2000 per year for all activities and bi-weekly meetings.Communal Organization – The group works with local organizations to savemoney and to be facilitators for their meetings.Works with Journey Church and the library – Sisters Helping Sisters usedpublic facilities such as Journey Church and the library to hold their bi-weeklymeetings.Weaknesses –Has same facilitators – having Journey Church and the library as regularfacilitators is a strength but also a weakness. Sisters Helping Sisters wouldlike to use different facilitators to hold meetings.Lack of diversification – Sisters Helping Sisters needs to diversify theirvolunteers and participants.Lack of donations – There is a need for donations as this limits the program.Opportunities –Volunteer Opportunities – Volunteering in the community is a wonderfulpossibility, where they can benefit the community and themselves. Potentialvolunteering can include knitting hats for the homeless, going to animalshelters, or at Open Door Ministries, which is a Soup Kitchen.Threats –YMCA, Women’s Resource CenterWomen’s Resource Center of Greensboroo Both of these organizations are direct competition to Sisters HelpingSisters. However they are not a threat as the need in the community isso great and Sisters Helping Sisters cannot provide for everyone inneed.Churches and faith organizations – Church’s and faith organizations areindirect competition, as they do not solely provide support for senior women.Key Issues and Implications:Sisters Helping Sisters is a program of the non-profit organization that has alot of room to improve and make their organization better. First, they do not havevery good public awareness. Most of advertising is done by word of mouth. If therewere more awareness about this program many more women would possiblyconsider joining. They also do not have very good communication and technologymediums. They should consider to make a website and a possible way ofcommunicating through email or some sort of technology. These women do one bigfundraiser in June, but the should consider doing more fundraisers and getting
  12. 12. RW&B Communications12involved with the community. If they find ways to be more involved it will get theirname more frequently recognized, which is great strategy for increasing awareness.Another issue is that they also do not have a lot of funding. They should considergetting sponsors or donations form local businesses. For example, getting a localdoctor from Doctors Express on Eastchester to speak with them about healthydieting or simple exercises that they can do safely. Every week they have theirmeetings at different places and possibly outside at a local park when it gets niceroutside. It would bring out diverse situations and would create excitement for manyof the women. They should also consider being more diverse. Many of the womenare African American. Inviting different ethnic women would help bring peopletogether and they would be able to share different experiences.Overall, Sisters Helping Sisters has room for a lot of improvement, but it canbe done with a great strategic communication plan. Providing more ways to improvetheir organization will make them stronger and will help these women becomeeverything that they want to be.
  13. 13. RW&B Communications13Research AnalysisResearch Question: The purpose of this research is to find which channels ofcommunication the direct competition; the YWCA Women’s Resource Center uses toestablish itself.The YWCA Women’s Resource center is the direct competition for SistersHelping Sisters, here in High Point, North Carolina. The YWCA Women’s ResourceCenter website is the top result on Google and Bing searches, when High Point or theTriad region is searched along with. Their website, which is the link from the Google search. Thefirst thing on the web page is a printable brochure, which has all necessaryinformation for anyone interested in the Women’s Resource Center. Our campaignwill certainly utilize a printable brochure that will be added to the Sisters HelpingSisters Guilford County Resource and Referral Center webpage. At the bottom of thehome page is a printable flyer that is highlighted in blue amongst black text. Theprintable flyer is an easy way for people to print more information about the YWCAWomen’s Resource Center that can be used by anyone who wanted to take personalinitiative to share the organization. This is quite brilliant because they make it veryeasy for anyone who is familiar or influenced with the organization who wants toshow the flyer to a friend or share with the general public. It’s also very easy forsomeone to get the essence of the organization in a simple one-page flyer similar tothe brochure. This is another excellent exemplar, which our campaign strategy willemploy to advance Sisters Helping Sisters online presence to ease any interestedparties examination of the organization.Surprisingly the link, which wassearched and obtained on Google, does not have a “contact us” section. As thisvirtually being the only online presence Sisters Helping Sister has this has causedsome great concern. This was recognized when comparing the YWCA Women’sResource Centers webpage to Sister Helping Sisters. This certainly will be another
  14. 14. RW&B Communications14addition resulting from surveying the Women’s Resource Centers Website. As timeeventually passes, the senior women who join Sister Helping Sisters will be moretechnologically adept or their children will use online resources to find programs fortheir mothers, which is why it is imperative that Sisters Helping Sisters mustimprove it’s online presence. The YWWCA Women’s Resource Center webpage hasgiven inordinate insight of how to improve the Sisters Helping Sisters onlinepresence.Research Question: The purpose of this secondary research is to determinewhat communication campaigns are successful in other similar programs ororganizations to Sisters Helping Sisters.A piece of useful secondary research was conducted by looking at the types ofcampaigns that similar programs use. Before looking at other practices it wasimperative that the program be successful and caters to a similar market and offersan overall similarity to ensure the results could be successful for our campaign. TheCompass Center for Women and Families based out of Chapel Hill, NC is a nonprofitorganization that’s mission is “Compass Center for Women and Families, createdfrom the merger on July 1, 2012, of Family Violence Prevention Center of OrangeCounty (founded in 2000) and The Women’s Center (founded in 1979), helpsindividuals and families prevent and end domestic violence and become self-sufficient. We provide domestic violence crisis services, career and financialeducation, assistance with legal resources, and adolescent empowerment programs”( researching their programs and outreach/communication programswe will be able to create unique and exciting donor and volunteer drives. One suchidea derived from this research was to reach out to local businesses on behalf ofSister’s Helping Sisters in order to institute workplace-giving campaigns. Thesecampaigns would allow local companies to match donations offered by employees to
  15. 15. RW&B Communications15be used for transportation, hosting events and facilitators as well as any budgetitems normally incurred by the program. As an incentive to the business, our teamwould offer free exposure in the form of press releases documenting how muchmoney was raised, as well as the donations being tax exempt. These campaignswould allow a centralized donor and volunteer system as opposed to our teamhaving to knock on every door in town looking for these assets. From an economicstandpoint this would save time and money for the client.Another idea that came from this research is to set up accounts at donationlocations for used clothes and electronics. We would set up an account to be donatedto and the program would receive any proceeds. We would then draft press releasesnotifying key publics of the creation of the donation sites as well as publicize theinformation through the creation of other mediums such as a new website as well ofhard copy information such as pamphlets etc.Research Question: The purpose of this research is to determine whatchannels of communication are already in place with the target market of our finalcampaign that would be suitable to reach our audience allowing for lower cost ofimplementation.The secondary research conducted in an effort to answer the above researchquestion returned results that largely focused on churches. The article by Lau,McDaniel and Busenitz, Growth In Non-Profit Organizations: The Effects Of LeadershipAnd Marketing Communication in Churches. The authors propose that church growthand related programs are primarily determined by two factors; the churchesmarketing communication strategy and the strength of leadership. This is in turnuseful to our campaign because we now know that the strength of a church isdirectly related to marketing communication, showing us that if we are able toconnect with successful congregations in the vicinity of Sisters Helping Sisters, weare likely to gain good feedback. The channels that we know to be successful
  16. 16. RW&B Communications16demonstrated through the results of this research will allow us to have more solidresults.Research Question: The purpose of this research is to show how low budgetnonprofit programs can still make a difference in the lives of participants andcommunity members, even without the endless amounts of money, resources andhigh-level management.When thought the participates of Sisters Helping Sisters only have a budget ofaround $2,000 a year they make the money stretch far all year and will sometimesnot even use all of it. The women work hard to keep the inner workings within theirgroup strong by leaning on one another and by having facilitators come in to helpeducate them.Because these women have such a strong drive for learning and for helpingothers in the community this article helps us to learn how to help them to do this in amore efficient way. Most of the women who are involved in Sisters Helping Sistersare retired or getting close to that time, so thinking about saving all the money thatyou can is always important. In this article we can learn how to educate thesewomen on how they could be getting tax exceptions from all the fund raising thatthey are doing through Sisters Helping Sisters. Plus if they keep doing more it isgoing to be something that they could benefit from.In this article it shows us that organizations that stand apart from everyoneelse are the ones that are working with places such as: universities, hospitals,cultural institutions, and churches. The great thing about Sisters Helping Sisters isthat they are already working with certain churches. They work with the particularchurches that each participant is a member of and they reach out to any church thatthey feel could use their help. As a part of our campaign we were looking to get thesewomen involved with working with High Point University. This article would be ableto help us to show us how that would be able to be possible and how we would be
  17. 17. RW&B Communications17able to do those things in a better fashion. And as listed above we could learn aboutbeing able to getting these women into helping out with other places. That would justbe even more recognition for their program.Research Question: The purpose of this research is to see what ways SistersHelping Sister can improve its SEO compatibility and recognition through nonprofitonline search engines.We found a non-profit database search called is an excellent database website that allows users to search forany non-profit organizations in specific areas by entering the city or the zip code. Italso allows users to write reviews and comments on how a specific program hashelped them and improved their lives. When searching this program on Google theyare at the top of the page. Using key words such as “non-profit women programs” or“Great non-profits” will have this database show up at the top of the first page. Isearched for Sisters Helping Sisters in this database and it is not in the database. IfSisters Helping Sisters could become apart of this database it would be great forthem. Not only would they be able to be searched, but also people would be able toread reviews from women in the program and how Sisters Helping Sisters hasimproved and empowered their lives. This would also help their search engineoptimization. Right now when you search “Sisters Helping Sisters” the program inthe Piedmont Triad area does not show up on the first page. It shows up on thebottom of the second page and it is the link to the Guilford County Resource andReferral Center website. We added a few more key words when searching in Googlesuch as “Sisters Helping Sisters High Point, NC” and “Sisters Helping Sisters PiedmontTriad Area.” We found it interesting that Sisters Helping Sisters did not show up at allon the first or second page at all.There is an absence of this program overall in the media around the PiedmontTriad area and on the Internet. Overall, by adding Sisters Helping Sisters to this non-profit database website and other non-profit websites. It would help their overall
  18. 18. RW&B Communications18search engine optimization and would make it easier for people to find out about theprogram.Research Question: The purpose of this research is to examine a successfulmethod of incorporating Sisters Helping Sisters volunteers to better establish thepublic relations campaign and further benefit the organization as a whole.This article is an example of how the Public Affairs Department of The Churchof Jesus Christ of Latter-day Saints implemented a valuable public relationscampaign to “increase positive worldwide public awareness of the church; the helppeople better understand the church, its members, and beliefs; and to join withothers to build bridges of friendship and understanding” (Olsen 27). These goals areextremely similar to the ones that Sisters Helping Sisters is seeking to accomplish.Throughout the article, the steps taken toward these goals are elaborated and thepositive momentum seen from taking each step is reflected upon. The key strategiesseemed to be organizing the local network, training the volunteers, and preparing anannual plan. Based on our campaign decision to center the focus of the campaign onlinking Sisters Helping Sisters with High Point University and getting Sisters HelpingSisters members more involved with the events and activities that take place oncampus and are open to the public.In terms of organizing a local network for Sisters Helping Sisters, HighPoint University would be a tremendously helpful local resource where theorganization could take advantage of the series of campus events and activities. Bydeveloping a connection between the organization and the university, there will be asignificant amount and range of enjoyable activities that could be added to theSisters Helping Sisters annual plan. They would be able to decide on which eventsthey’re most interested in attending as a group and from there we could set up auniversity bus to pick the ladies up and transport them to and from the events. Thiswould require a handful of volunteers to assist in the organization of this process.Based on the activities Sisters Helping Sisters members decide appeal to them most,
  19. 19. RW&B Communications19an annual plan could be scheduled marking the dates and times of each event ofchoice. The combination of building stronger community association andappropriately increasing the organization’s activity regimen will be the foundation ofa successful public relations campaign, as well as increase general awareness aboutSisters Helping Sisters and their mission.ReferencesPoverty and Nonprofit Organizational Behavior, 64(2). (1990).Lau, C. M., McDaniel, S. M., & Busenitz, L. (1993). Growth in non-profit organizations:The effects of leadership and marketing communication in churches. Journalof Managerial Issues, 5(3), 422-440.Eliminating Racism Empowering Women. (n.d.). Retrieved February 17, 2013, fromWomen’s Resource Center website: (n.d.). Retrieved from http://greatnonprofits.orgOlsen, B. L. (1992). Developing a Non-Profit Public Relations Network. PublicRelations Quarterly, 37(1), 27-29.
  20. 20. RW&B Communications20Goals and ObjectivesClient Problems:1. Sisters Helping Sisters problem is that they have had the same facilitator forlong time; limiting the topics they have been able to cover.2. Sisters Helping Sisters second problem is that they don’t incorporate enoughnew and exciting activities or programs that they would be interested inattending.Client Opportunities:1. In regard to the first client problem, there is an opportunity to integrate anumber of different facilitators that would be able to enhance meeting topicdiversity.2. In regard to the second client problem, planning and executing diverse andinteresting program activities would pose a valuable opportunity forstrengthening the overall program.Goal:To further enrich and educate the participants of Sisters Helping sisters by buildingupon the program with inclusion of new facilitators and activities.Objectives:1) Output ObjectivesSend one general information press release for recruiting facilitators toappropriate community media outlets at the end of each month duringcampaign.Develop and maintain organization Facebook page to institute onlinesocial media presence. Post relevant information every day, or asfrequently as possible, for the duration of the campaign beginning nextcalendar year.2) Outcome Objectives
  21. 21. RW&B Communications21Increase confirmed potential facilitators by 1,500 percent to 15 facilitatorsby the launch of the campaign next calendar year. (Currently 1 facilitator)Complete scheduling, organization, and finalization of outside activities bylaunch of the campaign.Establish a stimulating bi-weekly schedule for the approaching year thatincludes list of new potential facilitators, meeting topics, as well as activitylist by launch of campaign.Have new facilitator and topic of interest for each of the plannedparticipant gatherings.Draft a Sisters Helping Sisters brochure to distribute to appropriatefacilities such as doctors offices, hair salons, community centers etc…3) Business ObjectivesDr. Palmer specified the objectives are gathering new facilitators andseeking out activities that could be integrated into the next calendar year
  22. 22. RW&B Communications22Messages and AudiencesTarget AudiencesAudience Description Key Messages Suggested Media TacticsVolunteers andFacilitatorsFacebook PagePress ReleasesBrochuresSocialEarnedOwnedSisters Helping SistersMembersSchedulePresentationOwnedOrganizationalLeadershipSisters Helping Sisters Facebook Page: and beneficial to provide the Sisters Helping Sistersorganization with a social platform for potential volunteers andfacilitators to become more connected, as well as integrated, with theorganizational core message and opportunity for involvement.
  23. 23. RW&B Communications23
  24. 24. RW&B Communications24News ReleaseFOR IMMEDIATE RELEASE FOR MORE INFORMATION CONTACT:Date TBA Janice BuxtonFounder(336) 454 -1140Sisters Helping Sisters in Need of Volunteers and FacilitatorsJamestown, NC (Date) – The Guildford County Resource and Referral Centerhas an invaluable program called Sisters Helping Sisters for older women. As thisprogram is very successful in helping these women, they need new facilitators wherethey can hold their bi-monthly meetings. These amazing women love to learn andexperience new things as well, so the group is looking for any volunteers who wouldlike to share their talents or knowledge of a topic with the group.The Sisters Helping Sisters members support each other during times of trialand laugh together during the good times. When change of perspective is needed,they unite and refashion their outlook. All in all Sisters Helping Sisters form healthyand long-lasting friendships that literally transform lives for the better of theindividuals and the community.Sisters Helping Sisters mission is to support individuals, families andcommunities by assisting them with enhancing their ability to overcome life’schallenges, benefit from opportunities and maintain quality of life. Please contactJanice Buxton to support this wonderful group at (336) 454 – 1140 or email her
  25. 25. RW&B Communications25Evaluation of Strategies and TacticsFacilitators:We have a list of potential facilitators that will come to the meetings anddiscuss certain topics for the women of Sisters Helping Sisters. These facilitators willprovide the program with an opportunity to keep the program diverse andinteresting. Al of the facilitators that we have selected will help the overall well beingof the women and will provide them with ways to better their lives. All of the mediachannels that we have provided below will act as messages towards these potentialfacilitators.Health and Wellness:Women’s Healthcare-Michael T. McNamara, M.D.High Point Regional Health Systems336-882-7700Eleanor Elaine Greene, M.D. MPHTriad Women’s Health Center336-841-6574Physical Medicine and Rehabilitation-Todd M. Reiter, M.D.High Point Regional Health Systems336-878-6042Dentists-Drs. Harris, Kwon, Garretson, MorrowHigh Point Dentist – www.hpsmile.com312 N Elm St
 High Point
 336- 884-4000Mary Kay Beauty Consultants-Kathryn Weaver (Mary Kay Beauty Consultant)Mobile336-392-6708Home 336-392-6708Deborah Younts (Mary Kay Beauty Consultant)Home336-746-5118Mobile 336-596-1248
  26. 26. RW&B Communications26Arts and Crafts:Mad Platter2921 Battleground AveGreensboro, NC 27408336-540-9823themadplatterpottery@gmail.comMichael’s Arts and Crafts Store (craft classes)1206 Bridford Pkwy, Ste CGreensboro, NC 27407-2744336-297-4015Stampin’ Up can find a representative on their website)From Art To Zebras336-454-20913935 Brian Jordan Pl. Suite 109High Point, NC 27265Gate City Yarns231 S Elm StreetGreensboro NC 27401336-370-1233Gardening:Home Depot Gardening Club2300 N. Main St.High Point, NC 27262Store Manager: Robert L. Jenkins336-883-0500Southern StatesStore Manager: Jason M. Saunders6199 Lake Brandt Rd.Greensboro, NC 27455
  27. 27. RW&B Communications27Sovieros Tri-County Garden Center & Feed3818 N Main St High Point, NC 27265336-885-3800Financial Planning:Finance
Smart Choice Tax Service336-268-8487 | Official Website
2300 W Meadowview Rd, Greensboro, NCKaren Sue Philbin *1220 Eastchester Dr, Ste 109High Point, NC 27265-3105Phone: 336.882.7010Fax: 336.882.7011Triad Financial Advisors
333 N. Greene StreetSuite 506
 Greensboro, NC 27401
336-230-0071Education:GTCCJesse CrossDirector of Admissions336-334-4822 ext. 50125Culinary:The Stocked Pot Cooking School381 Jonestown RdWinston Salem, NC 27104(336) 499-5844Keep It Healthy *Elizabeth D Kirkpatrick MS RD LDN1301 Carolina Street, Suite 111Greensboro, NC 27401
Phone: 336-337-7484Fax: 336-245-1162
  28. 28. RW&B Communications28Volunteer Opportunities:Wishaven Animal Rescue and RehabilitationHigh Point, North Carolina 27262336-259-0630Open Door Ministries400 N. Centennial StreetHigh Point, NC336-885-019High Point Regional Health System601 North Elm StreetP.O. Box HP-5High Point, NC 27261336-878-6000, extension 2248Bobbi Watkins, Volunteer Services Directorbwatkins@hprhs.comOutside Activities:Barberitos1231 Eastchester DriveHigh Point, NC 27265Contact Number: (336) 884-1285Giannos1124 Eastchester DriveHigh Point, NC 27265Contact Number: (336) 885-0762Tex and Shirley’s4005 Precision WayHigh Point, NC 27265Contact Number: (336)-882-4005Dickey’s Barbecue Pit5872 Samet DriveHigh Point, NC 27265Contact Number: (336)-905-7777Carolina’s Diner
  29. 29. RW&B Communications29201 Eastchester DriveHigh Point, NC 27262Contact Number: (336)-869-0660Jake’s Diner4220 W Wendover AveGreensboro, NC 27407Contact Number: (336) 297-4141Alex’s House1223 N Main St.High Point, NC 27262Contact Number: (336) 885-4161Feeney’s1589 Skeet Club Rd.High Point, NC 27265Contact Number: (336) 889-0578J and S Cafeteria5835 Samet DriveHigh Point, NCContact Number: (336)-841-8192Manager: Mike CantrellHigh Point Theatre220 E Commerce AveHigh Point, NC 27260Contact Number: (336) 883-3401Oak Hollow Park and Marina: Picnic/Outside Activity-Carolina Bingo3718 Kivett Dr.Jamestown, NC 27282Contact Number: (336) 883-9164Fundraisers:
  30. 30. RW&B Communications30Bake Off/ Bake Sale- This event would be a fun way for Sisters Helping Sisters to have fun, fellowship,and sisterhood while raising money for their program. Each member of SistersHelping Sisters would make a baked good or dessert and they would sell them toothers. There will also be a vote of whose baked good or dessert was the best.Tentative Calendars:◄ December ~ January 2014 ~ February ►Sun Mon Tue Wed Thu Fri Sat1 New Years DayRelease Radio PSARelease NewsRelease #12 3 45 6Release NewsRelease #37Keep It HealthyFac: Elizabeth DKirkpatrick8 9 10 1112 13 14HPU Winter ChoralConcerttentative15 16 17 1819 20 Martin LutherKing21FellowshipMeetingFac: Janice22 23 24 2526 27 28 29 30 31 Notes:More Holidays Calendars: February, March, April
  31. 31. RW&B Communications31◄ January ~ February 2014 ~ March ►Sun Mon Tue Wed Thu Fri Sat12 Super Bowl /Groundhog Day3Release NewsRelease #34Gardening Club withHome DepotFac: Robert L.Jenkins5 6 7 89 10Release NewsRelease #211Barberitos PercentNight12 13 14 Valentines Day 1516 17 PresidentsDay18Fellowship MeetingFac: Janice19 20 21 2223 24 25 26 27 28 Notes:More Holidays Calendars: Mar 2014, Apr 2014, May 2014◄ February ~ March 2014 ~ April ►Sun Mon Tue Wed Thu Fri Sat12 3Release NewsRelease #34High Point DentistFac: Dr. Harris5 6 7 8
  32. 32. RW&B Communications32◄ February ~ March 2014 ~ April ►Sun Mon Tue Wed Thu Fri Sat9 10 11BINGO NIGHT@ Carolina Bingo12 13 14 1516 17 St. PatricksDay18Fellowship MeetingFac: Janice19 20 21 2223 24 25 26 27 28 2930 31Release NewsRelease #3Notes:More Holidays Calendars: April, May, June◄ March ~ April 2014 ~ May ►Sun Mon Tue Wed Thu Fri Sat1Women’s HealthFac: Michael T.McNamaraRe-Release RadioPSARe-Release NR #12 3 4 56 7 8High CommunityTheatertentative9 10 11 12
  33. 33. RW&B Communications33◄ March ~ April 2014 ~ May ►Sun Mon Tue Wed Thu Fri Sat13 14 15 Tax Day(Taxes Due)16 17 18 Good Friday 1920 Easter 21Release NewsRelease #322 Earth DaySouthern StatesFac: Jason M.Saunders23 AdministrativeProfessionals24 25 Arbor Day 2627 28 29 30 Notes:More Holidays Calendars: May 2014, Jun 2014, Jul 2014◄ April ~ May 2014 ~ June ►Sun Mon Tue Wed Thu Fri Sat1 2 34 5Release NewsRelease #36Open DoorMinistriesFac: TBA7 8 9 1011 Mothers Day 12 13Picnic at OakHollow MarinaBring covered disk14 15 16 17 Armed ForcesDay
  34. 34. RW&B Communications34◄ April ~ May 2014 ~ June ►Sun Mon Tue Wed Thu Fri Sat18 19Release NewsRelease #320Gate City Yarns(Knitting classes)Fac: TBA21 22 23 2425 26 Memorial Day 27 28 29 30 31More Holidays Calendars: June, July, August◄ May ~ June 2014 ~ July ►Sun Mon Tue Wed Thu Fri Sat1 2Release NewsRelease #33Physical Medicineand RehabilitationFac: Todd M. Reiter4 5 6 78 9 10 11 12 13 14 Flag Day15 Fathers Day 16 17Middle of the YearReflectionFac: Janice18 19 20 2122 23 24 25 26 27 28
  35. 35. RW&B Communications35◄ May ~ June 2014 ~ July ►Sun Mon Tue Wed Thu Fri Sat29 30Release NewsRelease #3Notes:More Holidays Calendars: Jul 2014, Aug 2014, Sep 2014◄ June ~ July 2014 ~ August ►Sun Mon Tue Wed Thu Fri Sat1The Stocked PotCooking SchoolFac: TBA2 3 4 IndependenceDay56 7 8 9 10 11 1213 14 15Wishaven AnimalRescue and RehabFac: TBA16 17 18 1920 21 22Visit WishavenAnimal Shelter23 24 25 2627 28 29 30 31 Notes:More Holidays Calendars: August, September, October
  36. 36. RW&B Communications36◄ July ~ August 2014 ~ September ►Sun Mon Tue Wed Thu Fri Sat1Re-Release RadioPSARe-Release NR #123 4Release NewsRelease #35High Point RegionalHealth SystemsVolunteersFac: TBA6 7 8 910 11 12 13 14 15 1617 18Release NewsRelease #319ContinuingEducationFac: Jesse Cross20 21 22 2324 25 26 27 28 29 3031 Notes:More Holidays Calendars: Sep 2014, Oct 2014, Nov 2014◄ August ~ September 2014 ~ October ►Sun Mon Tue Wed Thu Fri Sat
  37. 37. RW&B Communications37◄ August ~ September 2014 ~ October ►Sun Mon Tue Wed Thu Fri Sat1 Labor DayRelease NewsRelease #32Financial PlanningFac: Karen SuePhilbin3 4 5 67 8 9Go to IDS culturalenrichment serieson campusContact: CassidyCloyed10 11 12 1314 15 16FellowshipMeetingFac: Janice17 18 19 2021 22 23 24 25 26 2728 29 30 Notes:More Holidays Calendars: October, November, December◄ September ~ October 2014 ~ November ►Sun Mon Tue Wed Thu Fri Sat1 2 3 4
  38. 38. RW&B Communications38◄ September ~ October 2014 ~ November ►Sun Mon Tue Wed Thu Fri Sat5 6Release NewsRelease #37Mary Kay BeautyConsultantFac: KathrynWeaver8 9 10 1112 13 Columbus Day 14 15 16 17 1819 20 21Fellowship MeetingFac: Janice22 23 24 2526 27 28 29 30 31 HalloweenGo to Church forTrunk and TreatNotes:More Holidays Calendars: Nov 2014, Dec 2014, Jan 2015◄ October ~ November 2014 ~ December ►Sun Mon Tue Wed Thu Fri Sat12 3Release NewsRelease #34 Election DayMichael’s Arts andCrafts Store (CraftClasses)Fac: TBA,scheduledemployee5 6 7 8
  39. 39. RW&B Communications39◄ October ~ November 2014 ~ December ►Sun Mon Tue Wed Thu Fri Sat9 10 11 Veterans DayGo volunteer atOpen DoorMinistries SoupKitchen12 13 14 1516 17 18Fellowship MeetingFac: Janice19 20 21 2223 24 25 26 27 Thanksgiving 28 2930 Notes:More Holidays Calendars: December, January, February◄ November ~ December 2014 ~ January ►Sun Mon Tue Wed Thu Fri Sat1Re-Release RadioPSARe-Release NR #12Michael’s Arts andCrafts Store (CraftClasses)Fac: TBA,scheduledemployee3 4 5 67 8 9Caroling forChristmas10 11 12 13
  40. 40. RW&B Communications40◄ November ~ December 2014 ~ January ►Sun Mon Tue Wed Thu Fri Sat14 15 16Fellowship MeetingFac: Janice17 18 19 2021 22 23 24 25 Christmas 26 2728 29 30 31 Notes:More Holidays Calendars: Jan 2015, Feb 2015, Mar 2015Budget: While creating this campaign we kept in mind the fact that Sisters HelpingSisters has a limited operating budget, thus we created a campaign that wouldn’trequire any additional monetary resources to complete the campaign. We contactedand chose facilitators based on their willingness to help such a program with nocompensation. We also added outside activities to the calendar that would be free tothe program through donation of tickets and the like. Any “legwork” that is requiredto carry out this campaign can easily be done in house by Janice Buxton or PamelaPalmer. These activities consist of maintaining the Facebook page and distributingpress releases. The only work left to be done is putting these things into action, inother words the research, compiling and creation has all been done by our team.tovarious news media outlets which don’t require any money spent.
  41. 41. RW&B Communications41Media List:OutletNameMediaFormatType/Tactic Contact Information ContactName(Whenavailable)MessageTypeAsheboroCourierTribuneNewspaper Earned (336) 626-6140news@courier-tribune.comDianeWinnemullerNewsReleaseRandolphGuideNewspaper Earned (336) 625-5576news@randolphguide.comSandy Selvy NewsReleaseGreensboroNews andRecordNewspaper Earned (336) Gauger NewsReleaseHigh PointEnterpriseNewspaper Earned 336.888.3543mward@hpe.comMegan Ward NewsReleaseWFMYTV 2TV Earned (336) NewsReleaseWGHP TV8TV Earned (336) NewsReleaseWCWGTV 20TV Earned NewsReleaseWXLV TV45TV NewsReleaseWFDD FM88.5Radio Earned RadioPSAWSJS AM600Radio Earned (336) 777-3900kfeltes@curtismedia.comKim Feltes RadioPSA
  42. 42. RW&B Communications42Radio PSATitle: Sisters Helping Sisters?Client: Sisters Helping SistersLength: 30 SecondsAir Date: 12/15/13 – 1/1/14###SFX: Women laughing(Establish then fade)Announcer 1:Announcer 2:Announcer 1:Announcer2:Announcer 1:Announcer 2:Announcer 1:Hey everyone out there we’re going to tellyou about a great organization that’smission is to enrich, empower andencourage the lives of their members!That’s right ladies this organization is theone and only Sisters Helping Sisters. Theymeet every other Tuesday and offer eachother fellowship and support.And for all of you professionals out thereSisters Helping Sisters is always looking fornew facilitators for their meetings in orderto educate the members.That’s a great PR opportunity if I’ve everheard one!1. Absolutely, now if you are interested injoining the organization or becoming afacilitator give Janice a call at (336) 454-1140.Give the good people that number one moretime.Absolutely, that’s (336) 454-1140.
  43. 43. RW&B Communications43News Release #1FOR IMMEDIATE RELEASE FOR MORE INFORMATION CONTACT:Date TBA Dr. Pamela PalmerFounder(336) 454 -1140Sisters Helping Sisters in Need of Volunteers and FacilitatorsJamestown, NC – The Guildford County Resource and Referral Center has aninvaluable program called Sisters Helping Sisters for older women. As this programis very successful in helping these women, they need new facilitators where they canhold their bi-monthly meetings. These amazing women love to learn and experiencenew things as well, so the group is looking for any volunteers who would like toshare their talents or knowledge of a topic with the group.The Sisters Helping Sisters members support each other during times of trialand laugh together during the good times. When change of perspective is needed,they unite and refashion their outlook. All in all, Sisters Helping Sisters form healthyand long-lasting friendships that literally transform lives for the better of theindividuals and the community.- More -
  44. 44. RW&B Communications44Sisters Helping Sisters mission is to support individuals, families andcommunities by assisting them with enhancing their ability to overcome life’schallenges, benefit from opportunities and maintain quality of life. Please contactJanice Buxton to support this wonderful group at (336) 454 – 1140 or email her
  45. 45. RW&B Communications45News Release #2FOR IMMEDIATE RELEASE FOR MORE INFORMATION CONTACT:Date TBA Dr. Pamela PalmerFounder(336) 454 -1140Sisters Helping Sisters Holds Fundraising Event at Restaurant XHigh Point, NC – Come meet and support the sisters from Sisters HelpingSisters at Restaurant X. They are raising money and awareness for their group whocontributes so much for our community. The event will be on date TBA.Sisters Helping Sisters is an exceptional program from the Guilford CountyResource and Referral Center in Jamestown, North Carolina. The sisters supporteach other during times of trial and laugh together during the good times. Whenchange of perspective is needed, they unite and refashion their outlook. All in all,Sisters Helping Sisters form healthy and long-lasting friendships that literallytransform lives for the better of the individuals and the community. Not only dothese women support each other but are regularly helping with community serviceand work to collaboratively to make Guilford County a better place to live and growup.-More-
  46. 46. RW&B Communications46Sisters Helping Sisters mission is to support individuals, families andcommunities by assisting them with enhancing their ability to overcome life’schallenges, benefit from opportunities and maintain quality of life. Please contactJanice Buxton to support this wonderful group at (336) 454 – 1140 or email her
  47. 47. RW&B Communications47News Release #3FOR IMMEDIATE RELEASE FOR MORE INFORMATION CONTACT:Date TBA Dr. Pamela PalmerFounder(336) 454 -1140Facilitator X Collaborates With Sisters Helping SistersHigh Point, NC – The Guilford County Resource and Referral Center’sastounding program Sisters Helping Sisters are doing Activity X with Facilitator X.They are doing this on date X. The Sisters Helping Sisters members support eachother during times of trial and laugh together during the good times. When change ofperspective is needed, they unite and refashion their outlook. All in all, SistersHelping Sisters form healthy and long-lasting friendships that literally transformlives for the better of the individuals and the community.Sisters Helping Sisters mission is to support individuals, families andcommunities by assisting them with enhancing their ability to overcome life’schallenges, benefit from opportunities and maintain quality of life. Please contactJanice Buxton to support this wonderful group at (336) 454 – 1140 or email her
  48. 48. RW&B Communications48Monitoring Methods and EvaluationsGoogle Analytics – Google Alerts- Use Google Analytics to track the reception of the press releases sent outby the program. In order to do this you can set up a “Google Alert” tonotify you every time someone publishes something mentioning yourprogram using key words such as “Sisters Helping Sisters”.HootsuiteUse Hootsuite in order to track social mentions of the organization. Do thisby creating an account on and load the program’sFacebook into the account. Search for your program using the searchfunction at the top right hand side of the page. The more interaction (likes,shares, comments etc.) the page receives the more successful the page isdoing. Strive to have at least 10 interactions a month and grow from there.
  49. 49. RW&B Communications49Excel SpreadsheetsUse an excel spreadsheet to compile a list of facilitators in order track howmany you continue to sign up for future sessions. You can use this list tokeep track of contact information as well. Include topics to be covered inthis list as well. You can track the whole program from one list in order toreduce clutter and confusion.
  50. 50. RW&B Communications50Revisit the places where you have distributed brochures to see how many areleft and ask employees at that location about the activity surrounding thebrochures. When someone contacts the program you can also ask how he orshe found out about you in order to gauge the level of success of individualreferral approaches.