1.
O n e
U n i v e r s i t y
P a r k w a y
H i g h
P o i n t ,
N C
2 7 2 6 8
World
Relief
High
Point
Campaign
Plan
Insight
Agency
Allie
Foard,
Emily
Meier,
Matt
Thistle,
Victoria
Dunster,
Kristina
Renner
Spring
16
2. Insight
Agency
2016-‐
World
Relief
High
Point
Campaign
Proposal
2
Table of Contents
Executive Summary ............................................................................... 3
Situation Analysis..............................................................................4-10
Primary Research............................................................................10-17
Goals/Objectives and Target Audiences .......................................18-20
Key Messages...................................................................................21-27
Campaign Strategies .......................................................................27-34
References ............................................................................................. 35
3. Insight
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2016-‐
World
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Proposal
3
Executive Summary
Our client, World Relief High Point, has called upon our team, Insight Agency, to create
a campaign that will expand awareness and increase volunteers in the High Point community.
World Relief High Point, a 501(c)(3) nonprofit organization, has been “empowering the
local church to serve the most vulnerable” in the city of High Point, North Carolina by
contributing to a variety of causes (ex. refugees, human trafficking) that ultimately “stand for the
vulnerable, while educating the community on the mission opportunities in their neighborhood”
(World Relief High Point, 2016). Our mission with this campaign is twofold: (1) to increase the
number of volunteers from the community and (2) to raise awareness in the local community
about World Relief High Point, its mission, vision, values, and it’s rich history of bettering the
High Point community.
Our team has developed one main goal with three objectives, as well as numerous
strategies and tactics to meet the organizations needs. Our first goal (Goal #1) is to expand
presence and gain brand recognition in the High Point community. The first objective is to
increase the number of volunteers by 30% before January 2017. Our second objective is to get
community members to become involved with the Community Garden and World Refugee Day.
Lastly, our third objective is to increase “likes” and followers by 25% on all social media
accounts by January 2017. Throughout the rest of this Campaign document, we have outlined
specific messages, tactics, and timelines in order to fully prepare the client to help them promote
and grow their organization.
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Situation Analysis
1. Organization Background
A refugee is the word used for a person that is forced to flee home due to persecution
based on race, religion, nationality, social group, or political opinion. Refugees have become a
growing concern in our society, with over 69,933 resettled in the United States in 2015
(Migration Policy Institute, 2016). With such a high number of refugees resettling in the United
States, the House of Representatives is beginning to make legislation limiting the flow of
refugees in reaction to this current political climate (Hattem, 2016). “The legislation, called the
Refugee Program Integrity Restoration Act, would set an annual cap at 60,000 refugees,
implement new screening measures, and give state and local governments power to reject the
refugees,” (Hattem, 2016).
In 1944, the War Relief Commission of the National Association of Evangelicals created
an organization (later changed to World Relief) to help the vast majority of people who have
been relocated to a different country (World Relief, 2016). Our client is a branch of World
Relief, called World Relief High Point, which is located in High Point, North Carolina. High
Point World Relief worked with 385 refugees and survivors of human trafficking in 2015, and is
projected to serve 600 in 2016. Along with a high number of Refugees, High Point is a hub for
human trafficking, with North Carolina being a top 10 state affected, along with states such as
Texas, California, New York, and Florida. The mission of World Relief High Point is
“empowering the local Church to serve the most vulnerable,” (World Relief High Point, 2016).
The main focus of the organization is to connect refugees, and those victims to human trafficking
to the community, and make their transition as easy as possible.
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In order to fulfill this mission, World Relief High Point has created a Refugee
Resettlement Program, in which their volunteers can choose to participate. The program consists
of four different teams to help refugees in need. The Welcome Team greets incoming refugees at
the airport, and brings them to their new homes. The Home Makeover Team sets up the refugee’s
homes. Members of the Friendship Partners team are connections for those who feel alone.
Lastly, the Good Neighbor Team helps with the resettlement and integration into the community
and life in the United States (World Relief High Point, 2016)
Along with the Refugee Resettlement Program, World Relief High Point also holds
various classes to educate those in need. These programs include sewing, English classes,
computer classes, as well as childcare classes. After partaking in these programs, there is hope
that the participant will have the education and posses the qualities needed to accept and excel in
the workplace. World Relief High Point has various connections with employers and has had
success in educating and getting those in their care employed (World Relief High Point, 2016).
World Relief High Point has created a close partnership with the Church. Their mission
states that “World Relief High Point pursues true partnership out of the genuine conviction that
God desires the gifts, people, skills and varied resources of the whole Church to achieve His
mission in the world,” (World Relief High Point, 2016). Having a strong partnership with the
Church has enabled the nonprofit to have a deeper connection with the refugees. World Relief
High Point looks to invite churches all over the United States to join their global mission over a 5
year period that focuses on a specific area of the country where World Relief works (World
Relief High Point, 2016). Together, they collaborate in an effort to gather resources that are
needed to supply local churches for transformational ministry in their own community.
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2. Audience Stakeholder Analysis
In order to further expand and promote the non-profit and its goals, World Relief has
partnered and become alliances with multiple organizations. A few of these include Accord
Network, Core Group, FAST, Integral, Micah Network, and the Refugee Council USA (World
Relief, 2016). World Relief also promotes One Million Thumbprints, #WeWelcomeRefugees,
The Justice Conference, as well as Live:58 (World Relief, 2016). Through these additional
companies and movements, World Relief gains support while supplementing their mission.
Those involved in the organization are community members, local church affiliates, as
well as volunteers. There are two types of volunteers, those who volunteer on a regular basis
either at the World Relief High Point office or with Refugee resettlement, or sporadic volunteers
who come on a less than regular basis. Our client is striving to increase the number of volunteers
involved with their organization yearly due to the volunteers being inconsistent and sporadic.
3. Competitor Analysis
• Habitat for Humanity of High Point, Archdale and Trinity, Inc:
o Mission Statement: “Seeking to put God’s love into action, Habitat for Humanity
of High Point Archdale and Trinity brings people together to build homes,
communities and hope” (Habitat for Humanity, 2016).
o Habitat homes are built by volunteers with donations from the local community.
Families purchase the homes with no interest loans secured by twenty-five year
mortgages. The mortgage payments are made to Habitat and are re-invested into
building additional houses. Habitat families are moving out of substandard,
overpriced rental units into a simple, decent, affordable home that they own
(Habitat for Humanity, 2016).
o Facebook Followers: 3,770
o Twitter Followers: 563
o Instagram Followers: No Account
o Volunteers: High Point student involvement
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• American Red Cross: Greater High Point Davidson Chapter:
o Mission Statement: “The American Red Cross prevents and alleviates human
suffering in the face of emergencies by mobilizing the power of volunteers and
the generosity of donors” (American Red Cross, 2016).
o The American Red Cross consists of generous donors, volunteers and employees
who share a mission of preventing and relieving suffering, here at home and
around the world. These people donate time, money and blood as they teach life
saving skills so communities around the world can be better prepared when the
need arises.
o Facebook Followers: 449
o Twitter Followers: No Account
o Instagram Followers: No Account
o Volunteers: 3,800
• United Way of Greater High Point:
o Mission Statement: “United Way of Greater High Point develops community
resources and partnerships that support a broad array of critical health and human
service needs in our community” (United Way of Greater High Point, 2016).
o The United Way of Greater High Point continues a proud tradition of that original
stewardship and commitment to the High Point community. They currently fund
72 programs at 28 partner agencies, including the original five, and hundreds of
volunteers help them raise and allocate the funding that supports them.
o Facebook Followers: 672
o Twitter Followers: 716
o Instagram Followers: No Account
o Volunteers: Number unknown, High Point University student involvement
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4. Media Coverage Analysis: The organization’s past and current media relations practices
1. November 20, 2015 World Relief High
Point was featured on Fox 8 News to
“explain refugee resettlement process” in
the middle of the Paris attacks that sparked
conversation about refugees.
2. http://www.hpenews.com/news/world-
relief-welcomes-new-
director/article_733773b4-e56a-11e5-9538-
1772c0da02e8.html
March 8, 2016 they are highlighted for the
changes going on in the personnel in their
organization, seems to be from a news release
3.
http://www.highpoint.edu/blog/2016/02/hpu-
to-celebrate-international-womens-day/
February 8, 2016 World Relief High Point
celebrates International Women’s Day with High
Point University and the YWCA High Point
4.
http://www.journalnow.com/winstonsalemmonth
ly/playmakers/lisa-danowski/article_440d17e6-
c13f-11e5-becb-1b9a45f0d143.html
January 29, 2016 Highlighted in the Winston
Salem monthly journal about a personal refugee
that went through WRHP and went on to become
a volunteer for the organization
In our research we found that World Relief High Point has a good relationship with the
local media and has been featured in the news pretty recently. They were featured on Fox 8
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when refugees were a hot topic in the media because of the Paris attacks in November of 2015.
There was a lot of talk on the news that sparked conversation about refugees. World Relief High
Point was able to explain the refugee resettlement process to those who did not know a lot about
it. They were able to highlight their organization and show how they help refugees which, in
turn, helps the community. This was a great opportunity for World Relief High Point to
highlight their organization in the middle of this hot topic of refugees, when a lot of people are
interested in the topic as well as to possibly be able to inform and even sway people’s opinions
on refugees. This was great earned media for our client.
Being on Fox 8 was a great story that shed a positive light on World Relief High Point,
but in another shorter article on hpnews.com, they just shared with the public that they are
welcoming a new director and it seemed that it was sent to the High Point Enterprise in a news
release. This article just talks about the basics of the changes going on in the organization.
Because World Relief High Point is a nonprofit organization, they seem to typically have very
good relations with the media. They do a lot of good for the community and although their
stories may not be groundbreaking, the media is typically more willing to do a story on them
because it is usually something that will have a positive impact on the community.
5. SWOT Analysis
Strengths:
• Support from local church affiliates
• Good Facebook recognition
• Strong reputation for organization as a whole
• Professional website
Weaknesses:
• Lack of budget
• Social media following is low
• Lack of website content
• Low volunteer rate
• Low public and community following
Opportunities:
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• Refugees are a current hot topic in America
• Community calendars for events
• People are more in favor of taking in refugees
Threats:
• Public opinion against taking in refugees
• Community volunteering/ donating to other nonprofit organizations
• Law-makers adding new laws to limit number of refugees into the United States
6. Recommendations
One major issue effecting World Relief High Point, organizations like it, and refugees in
general is the social stigma around refugees in America. The news exposure this issue is getting
as well as the possible changing of legislature regarding refugees’ access to the United States has
put a magnifying glass on this topic. World Relief High Point does not have the sufficient funds
to traditionally lobby this issue with hopes to continue refugee’s ability to continue to come to
the United States. However, what they can do is continue to show their support to refugees, and
prove to the community how much refugees give back to the community and the United States as
a whole. This can be accomplished by publicizing the community garden and other community
events through social media. Through implementation of our social media suggestions, the
quotes and photos from the Refugees of High Point could change the public opinion by putting a
face and story to this controversial topic. World Relief High Point would also be smart to stay up
to date with the current political climate and legislature in order to provide refugees with the
most effective service.
Primary Research
1. Research Questions, Research Method, and Target Audiences
Research Question 1: How well-known is World Relief High Point in the High Point community,
and what is the most effective form of communication to reach the High Point community?
Research Question 2: Which ways are High Point community members likely to volunteer?
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Research Question 3: Which type of events are our target audiences interested in?
Method: Survey
Target Audiences for Primary Research:
The target audiences for primary research are High Point Community Members and High Point
University students. Our client is really striving for increased involvement by community
members. We are also targeting High Point University students because we are aware that many
of their classes require volunteer hours and the students may be looking for volunteer
opportunities for their classes, for their sports teams. for their clubs, and/or for their
fraternity/sorority.
Recruiting target audiences & number of people:
The number of people we want to recruit to take our survey is a minimum of 60. The more
people we recruit to take the survey, the more precise our research will be. We will recruit
people in the community at local grocery stores such as Food Lion and Harris Teeter, volunteers
from the Big Brothers & Big Sisters Organizations as well as a sample of High Point University
students and faculty to take our survey. We want a broad and diverse audience to be taking our
survey in order to find out which type of people are more likely to volunteer, this way we can
pinpoint our target audiences for the continuation of our campaign.
Data Collection Plans: Our goal would be to have all 60 surveys completed a month prior to
World Relief High Point’s World Refugee Day Event. This is our timeline because we would
like to use that one month to organize our data and use the findings to see who our target
audience is and to strengthen or change our methods of reaching our target audience. We want
our social media practices to be more effective in reaching our target audiences and we also want
to understand the areas in which people are most interested in volunteering and participating in.
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______________________________________________________________________________
RESEARCH PARTICIPANT CONSENT FORM
World Relief High Point 2016 Survey
Victoria Dunster, Allie Foard, Emily Meier, Kristina Renner, Matthew Thistle
Faculty Advisor: Dr. Sojung Kim
High Point University, Department of Communication (COM-4415)
_____________________________________________________________________________________
PURPOSE OF THIS STUDY
The purpose of this study is to gain understanding of the volunteer habits of citizens in the High Point,
North Carolina area, as well as the recognition of our client, World Relief High Point.
PROCEDURES
You will be asked to answer 15 questions. This study will last about 10 minutes.
POTENTIAL RISKS
The risks associated with this study are minimal.
POTENTIAL BENEFITS
There is no direct benefit to you; however, with the completion of our study, you will receive an email of
our findings, which may increase your awareness of the World Relief High Point organization. There is
no monetary or other type of compensation for participation.
GUARANTEE OF ANONYMITY/CONFIDENTIALITY
Your responses will not be associated with your name in any written or oral form; therefore, your
responses will be anonymous. To ensure confidentiality, all research materials and data will be stored in a
locked filing cabinet in Dr. Sojung Kim’s High Point University office.
WITHDRAWAL FROM PARTICIPATION
Your participation in this research is voluntary. You may discontinue participation at any time without
penalty or loss of benefits to which you are otherwise entitled. By signing this informed consent you are
certifying that you are 18 years of age (or older).
IF YOU HAVE QUESTIONS
If you have any questions about the procedures in which you will participate, please do not hesitate to ask
the investigators. If you have questions later, or any additional concerns regarding your rights please feel
free to contact Dr. Sojung Kim at skim@highpoint.edu, 336-841-9566.
I understand the purpose and conditions of this research as outlined above and that my participation is
voluntary.
_____________________________________________ __________________________
Signature of Participant Date
_____________________________________________
Printed name of Participant
_____________________________________________
Participant’s email
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_____________________________________________ __________________________
Signature of Researcher Date
My signature above indicates that I have read and reviewed the proposal and have checked its contents
with High Point University guidelines.
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World Relief High Point Volunteer Evaluation Survey 2016
World Relief High Point is a nonprofit organization that helps refugees resettle in the
High Point area. Their mission is to empower local churches to serve the most vulnerable. They
work with refugees and survivors of human trafficking.
The purpose of this survey is to research how knowledgeable the High Point area is about
this specific nonprofit, find those who would be willing to volunteer, and understand what events
are most appealing to the High Point community members.
We appreciate you taking the time to answer our survey questions. Please answer them to
your full ability.
1. Are you aware of World Relief High Point? Check one.
___ Yes
___ No
1-1. If yes, how familiar are you with the organization World Relief High Point? Check
one.
___ Not very familiar
___ Somewhat familiar
___ Familiar
___ Very Familiar
2. What form of social media do you use most often? Check one.
___ Facebook
___ Twitter
___ Instagram
___ Snapchat
___ Other (Please specify) _____________________
3. How willing would you be to volunteer your time to a program that mentors refugees?
Check one.
Very Likely Likely Neutral Not Likely Not at all Likely
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4. How willing are you to volunteer in each of the following activities? Please mark each
row with an X.
Activity: Very
Likely
Likely Neutral Not Likely Not at all
Likely
Welcoming refugees home at airport
Setting up apartments for refugees
Building relationships with refugees
Helping resettlement of refugees
Teaching English
Teaching basic skills (computer skills,
sewing, etc.)
Volunteering at Community Garden
Donating Money/ Materials
5. On an average week, how many hours do you have to spend volunteering in the
community? Check one.
___ 0
___ 1-2
___ 3-4
___ 4-5
___ 5+
6. How likely would you be to attend an event supporting World Relief High Point? (A non-
profit organization that helps mentor refugees and settle them into the community) Check
one.
7. Which day of the week are you most likely to volunteer? (Check all that apply).
—- Sunday
—- Monday
—- Tuesday
—- Wednesday
___ Thursday
___ Friday
___ Saturday
Very Likely Likely Neutral Not Likely Not at all Likely
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8. Which day of the week are you least likely to volunteer? (Check all that apply).
—- Sunday
—- Monday
—- Tuesday
—- Wednesday
___ Thursday
___ Friday
___ Saturday
9. What is the most effective way to reach you with information involving volunteer
opportunities/ community events? Check one.
___ Social Media
___ Phone Call
___ Text Messages
___ Email
___ Other (please specify) ______________
10. Which promotional item is most appealing to you? Check one.
___ Sticker
___ Magnet
___ Pen
___ Sunglasses
___ T-shirt
___ Bracelet
___ Keychain
11. How much are you willing to pay to go to an event?
___ $0
___ $1- $3
___ $4- $9
___ $10-$15
___ $15 +
12. Which type of event sounds most appealing to you?
___ Cookout
___ Gala
___ 5K
___ Food Drive
___ Auction
___ Other
13. Please select your gender.
___ Male
___ Female
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14. Please select your age.
___ 18 or under
___ 19-30
___ 31-50
___ 51-65
___ 65+
15. Please select your ethnicity.
___ White
___ Hispanic/Latino
___ Black/ African American
___ Native American/ American Indian
___ Asian/ Pacific Islander
___ Other
16. What is your yearly household income?
___ Less than $25,000
___ $25,000- $75,000
___ $75,000- $125,000
___ $125,000- $175,000
___ $175,000 +
___ Don’t know
___ Prefer not to answer
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Goals, Objectives, and Target Audiences
1. Overall Campaign Goals and Specific Campaign Objectives
Goal
#1:
Expand
presence
and
gain
brand
recognition
of
World
Relief
High
Point
in
High
Point
Community.
Increase
“Likes”
and
Followers
by
25%
respectively
on
all
social
medias
accounts
by
January
of
2017.
Get
community
members
to
become
involved
with
Community
Garden
&
World
Refugee
Day
by
increasing
awareness
by
50%
Increase
the
number
of
volunteers
by
30%
by
January
of
2017.
Objective
#1:
Objective
#2:
Objective
#3:
Current:
500
Volunteers
-‐200
Reoccurring
2015
Refugee
Day:
80
Refugees
15
community
members
Current
Social
Media
Numbers:
Facebook:
2,841
likes
Twitter:
370
likes
919
followers
Instagram:
190
followers
Expected:
625
volunteers
-‐250
Reoccurring
by
January
2016
Goal
for
Community
Garden:
50
community
members
2016
Refugee
Day
Goals:
108
refugees
40
community
members
Expected:
Facebook:
3,551
likes
Twitter:
462
likes
1,148
followers
Instagram:
237
followers
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2. Target Audience for Proposed Objectives
Our first target audience would be women around the age of 50 who are homemakers and
want to spend their time giving back to the community. We would target church-goers who are
always looking for ways to better the community, yet enjoy socializing.
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Our second target audience is a college-aged student who attends High Point University.
Students who major or minor in Non-Profit Leadership are always seeking community service
hours they can complete for their classes. By reaching out to teachers and clubs/organizations on
campus, World Relief High Point can draw in more volunteers.
4. Rationale for Proposed Objectives
In the diagram above three objectives were listed: (1) Increase the number of volunteers
by 30% by January of 2017, (2) Get community members to become involved with the
Community Garden and World Refugee Day, (3) Increase “likes” and followers by 25%
respectively on all social media accounts by January of 2017. Our main goal for this campaign is
to: expand presence and gain brand recognition of World Relief High Point in the High Point
community. We chose these three objectives because we thought these would be the best way to
achieve the goal. By increasing volunteers, getting community members involved in our events,
and gaining more attention on social media we are more likely to become better known, not only
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through word of mouth but also digitally. These three objectives will be a great way to achieve
the goal the client has set for us.
Key Message Development
1. New Logo and Slogan for Client Branding
2. Social Media Strategies
After
reviewing
World
Relief
High
Point’s
current
social
media
accounts,
it
is
easy
to
see
that
their
efforts
could
be
strengthened
with
a
few
simple
ideas.
First,
would
be
to
focus
all
efforts
on
the
Twitter,
Facebook,
and
Instagram
accounts.
The
client
has
mentioned
that
there
is
minimal
time
for
social
media
efforts.
By
decreasing
accounts,
it
will
make
updating
simpler,
and
more
manageable.
Another
idea
would
be
to
creating
more
engaging
content.
Humans
of
New
York
is
an
Instagram
account
with
5
million
followers
that
is
comprised
of
pictures
of
residents
of
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NYC
from
all
different
walks
of
life.
Along
with
pictures
of
these
people,
there
are
quotes
and
shorts
stories
included.
We
believe
World
Relief
High
Point
could
recreate
this
idea
with
their
refugees.
This
campaign
would
be
successful
because
it
would
help
put
a
face,
a
name,
and
a
story
behind
the
organization.
It
is
one
thing
to
ask
for
help
for
the
broad
topic
of
refugees,
but
it
is
another
to
show
specific
people
and
tell
their
story
and
show
our
target
market
exactly
what
their
time
or
money
would
be
going
towards.
These
photos
can
exemplify
how
World
Relief
High
Point
has
had
such
a
meaningful
impact
on
the
refugees
they
serve.
Instagram
would
be
great
way
to
reach
of
target
market
with
this
campaign
because
the
pew
research
Center
said
in
2015
that
Instragram
is
the
fastest
growing
social
media
network
among
adults.
For
this
campaign,
World
Relief
High
Point
could
post
these
photos
on
their
Instagram
account
and
start
the
hashtag
#RefugeesOfHighPoint
as
well
as
#Refugeesinyourtown.
They
should
also
hashtag
#refugees
and
#Refugeeswelcome,
both
of
which
are
trending
hashtags
with
over
150,000
posts.
These
hashtags
would
help
the
posts
get
noticed
on
users
explore
page.
Humans
of
New
York
also
runs
a
blog
for
the
photographs.
World
Relief
could
also
recreate
this
as
another
way
to
get
their
target
market
involved
on
the
web.
(Example
Below)
23. Insight
Agency
2016-‐
World
Relief
High
Point
Campaign
Proposal
23
3. Website Suggestions
Our client’s website is very professional and easy to navigate for users, however there are
multiple areas in which they can improve. Our first idea is to recreate and redesign the
interface so that there are more exciting and engaging photos and stories of the refugees the
organization has helped. As said above in the social media strategies, adding a blog much
like Humans of New York would be a great way to publicize these stories into a
professional, easy to read manor. It will allow for the site to have more depth and character
by creating a face for the organization. The website should also include a calendar with
events that the organization is holding, as well as those that they are attending or partnering
with.
As far as partners go, we advise that World Relief High Point should add their partners
on their website. The addition of these links would accomplish a few things for the
organization. First, it would add to their credibility. Their target market could make
judgments about World Relief High Point through their association with their partners.
Secondly, it would provide their partners with valuable space on their website, which is an
effective way to maintain a great professional relationship with ones partners.
24. Insight
Agency
2016-‐
World
Relief
High
Point
Campaign
Proposal
24
4. Core Print Materials
• Community Garden Brochure
OUTSIDE:
26. Insight
Agency
2016-‐
World
Relief
High
Point
Campaign
Proposal
26
• Refugee Day Poster
27. Insight
Agency
2016-‐
World
Relief
High
Point
Campaign
Proposal
27
5. Two 30-Second Radio PSAs
• Community Garden PSA Script
Spring is finally here! What better way to welcome the spring than to plant your seeds in the
fresh dirt? World Relief High Point is opening its Community Garden April 17, 2016. The
garden is located at 615 Everett Dr. in High Point. Those interested in getting a plot of land in
the garden to plant their own crops should contact Sandy Paige at 336-887-9007 EXT. 115. Help
us make High Point bloom this spring.
• World Refugee Day PSA Script
Support World Relief High Point on Monday, June 20th from 10am- 3pm and join in
celebrating World Refugee day!There will be cultural foods, games, and events where the
community will be able to connect with newly local refugees.This family friendly picnic will be
held at the YMCA located at 150 W. Hartley Drive in High Point. We can’t wait to see you
there!
Campaign Strategies
1. Campaign Timeline
Timeline (January 2016-January 2017)
Secondary/Background Research
Winter 2016
• Research Organization and contact World Relief High Point
Initial Meeting with Client
January 2016
• Conducted initial meeting to define goals and objectives
Primary/Research
March 2016
• Conduct primary and secondary research
April 2016
• Evaluate data
28. Insight
Agency
2016-‐
World
Relief
High
Point
Campaign
Proposal
28
• Meet with World Relief High Point Staff and introduce plan using data
Community Garden
March 2016
• Handout brochure to neighborhood
• Post on social medias about the garden
• Send radio PSA to local stations
• Social media blast about event
April 2016
• Send news release to media
• Lottery System
• Post pictures of people enjoying their gardens
Hire a Summer Communications Intern
May 2016
• Begin accepting applications
• Conduct interviews
• Hire new intern
World Relief Refugee Day
May 2016
• Social media blast about event
• Add event to community calendars (i.e. on news websites)
• Print out and hang up posters
June 2016
• Prepare promotional items
• Distribute brochures (HPU students, community members, churches, refugees)
• Continue to promote event on social media accounts
• Send out news alert to media
• Have the event on June 20th
• Post pictures from event/ money raised on social media accounts
Social Media Redesign
July- August 2016
• Collect stories and take photographs of refugees that have used World Relief High Point
• Post “Humans of New York”-like posts with these stories and pictures (Twitter,
Facebook, Instagram) weekly
• Begin using Hootsuite in order to stay consistent across platforms
Hire Fall Communications Intern
August 2016
• Begin accepting applications
• Conduct interviews
• Hire new intern
29. Insight
Agency
2016-‐
World
Relief
High
Point
Campaign
Proposal
29
Website Redesign
September 2016
• Decide whether to contract out website design or do it in-house
• Website re-design that will be more engaging and informative
October 2016
• Get final approval from World Relief High Point
• Relaunch website
• Website needs to be kept up to date either by intern or full-time employee
• Website should stay up to date with photographs, stories, and news articles. Ideally, the
website should have a new post at least once a week in order to keep people coming back
to the site.
World Relief High Point Community Donation Drive
November 2016
• Begin to plan event (time, place, volunteers)
• Social media blast about event
• Post on newly redesigned website about event
• Create and handout flyer/poster for event to High Point Community and HPU students
• Contact local media through news release/alert
December 2016
• Continue to post on social medias about event
• Have event on December 16th
• Post pictures/ donation values on social medias
• Post stories about how the donations are being used by World Relief High Point
Budget:
Community Garden Brochure March 2016 Varies
Summer Communications Intern May-June 2016 None
World Refugee Day Poster May 2016
$12 per item/
Varies
Fall Communications Intern August 2016 None
Website Redesign September-October 2016 Varies
Community Donation Drive November 2016 Varies
2. Media Relation Plan (to follow)
• Media Alert for Refugee Day & News Release for Community Garden
30. Insight
Agency
2016-‐
World
Relief
High
Point
Campaign
Proposal
30
MEDIA ALERT CONTACT: Sandy Paige
(336)-887-9007x115
spaige@wr.org
April 05, 2015
World Relief High Point Holds Annual Refugee Day
100% of Donations Will Go To World Relief High Point
Join us and bring your friends and family for a community picnic with ethnic food, culture,
performances, and games for all ages!
WHAT: Fundraising event for the World Relief High Point organization. There will be cultural foods,
games, and events where the community will be able to connect with newly local refugees.
WHEN: Monday June 20, 2016 at 10 a.m.- 3 p.m.
WHERE: YCMA 150 W. Hartley Drive, High Point, NC 27262
About the World Relief High Point Non-Profit Organization (www.worldreliefhighpoint.org)
World Relief High Point strives to provide opportunities for Churches, groups, families,
and individuals to be the hands and feet of Jesus to those refugees and victims of human
trafficking who are in great need of love and acceptance.
# # #
31. Insight
Agency
2016-‐
World
Relief
High
Point
Campaign
Proposal
31
News Release
FOR IMMEDIATE RELEASE FOR MORE INFORMATION CONTACT
April 05, 2016 Sandy Paige
336-887-9007x115
spaige@wr.org
World Relief High Point Opens Community Garden
HIGH POINT, NC— World Relief High Point has announced that their Community
Garden will be opening April 17, 2016. The Community Garden is located at 615 Everett Lane
in High Point and will be open for any community members, as well as refugees who are
interested in owning a plot of land to harvest. There will be a lottery system for receiving a
section of the land, and people who are interested should contact Sandy Paige prior to April 10th,
2016 by emailing spaige@wr.org or by calling 336-887-9007x115. The sizes of the plots range
from 8x10ft and 16x20ft with the cost of each plot of land ranging from $10- $20 depending on
size.
World Relief High Point is a nonprofit organization that helps refugees resettle in
America, specifically in the High Point area. Their mission is to empower local churches to
serve the most vulnerable. They work with refugees and survivors of human trafficking. The land
on which the Community Garden will be located was donated to World Relief High Point.
###
32. Insight
Agency
2016-‐
World
Relief
High
Point
Campaign
Proposal
32
3. Promotional Item Design
• Sticker
33. Insight
Agency
2016-‐
World
Relief
High
Point
Campaign
Proposal
33
4. Fundraising Event Manual
2016
Community
Donation
Drive
December
16th,
2016
World
Relief
High
Point
Mission:
Empowering
the
local
Church
to
serve
the
most
vulnerable.
Goals
of
Community
Donation
Drive:
1.)
Collect
donations
of
any
sorts
(ex.
tables,
chairs,
clothes,
food,
etc.)
from
people
in
the
community
while
raising
awareness
about
the
needs
of
refugees
that
are
being
resettled
in
the
United
States.
Friday
December
16th,
2016
@
HPU
Community
Center
Time Agenda
8:00 AM
-Donation Drive opens
9:00 AM
-Sandy Paige talks about the resettlement process, needs, and shortages
12:00 PM- 2:00
PM
-Free Luncheon
-Show Documentary: The Lost Boys of Sudan
4:00 PM -Refugees speak about their journey to America and the role World Relief High Point
has played in their resettlement process
5:00 PM -Donation Drive Closes
34. Insight
Agency
2016-‐
World
Relief
High
Point
Campaign
Proposal
34
Event
Description:
Our
event
will
open
at
8:00
AM
in
the
HPU
Community
Center
in
the
Oak
Hallow
Mall.
We
will
have
a
table
at
the
entrance
where
we
will
be
collecting
names,
email
addresses
and
write
down
some
of
the
items
they
are
brining
in.
We
will
then
have
a
team
directing
people
to
the
appropriate
drop
off
location
within
the
Community
Center,
according
the
items
that
they
have
(ex.
Clothing,
furniture,
cooking
supplies,
food,
etc.).
We
will
have
a
follow
up
social-‐media
campaign,
which
will
be
further
explained
in
the
social
media
recommendations
of
this
proposal.
35. Insight
Agency
2016-‐
World
Relief
High
Point
Campaign
Proposal
35
References
American Red Cross. (2016). Retrieved February 17, 2016 from
http://www.redcross.org/local/western-north-carolina
Butzer, S. (2016, March 8). World Relief welcomes new director. The High Point Enterprise.
Retrieved February 16, 2016 from http://www.hpenews.com/news/world-relief-
welcomes-new-director/article_733773b4-e56a-11e5-9538-1772c0da02e8.html
Danowski, L. (2016, January 29). World Relief volunteer. Winston-Salem Monthly. Retrieved
February 17, 2016 from http://www.journalnow.com/winstonsalemmonthly
/playmakers/lisa-danowski/article_440d17e6-c13f-11e5-becb-1b9a45f0d143.html
Habitat for Humanity (2016). Retrieved February 17, 2016 from
https://www.habitat.org/
Hattem, J. (2016, March 30). House seeks to slow down flow of refugees. The Hill. Retrieved
February 12, 2016 from http://thehill.com/policy/national-security/273625-house-seeks-
to-slow-down-flow-of-refugees
High Point University. (2016). Retrieved February 14, 2016 from
http://www.highpoint.edu/blog/2016/02/hpu-to-celebrate-international-womens-day/
Migration Policy Institute. (2016). Retrieved February 2, 2016 from
http://www.migrationpolicy.org/article/refugee-and-asylees-united-states
United Way of Greater High Point. (2016). Retrieved February 12, 2016 from
http://www.unitedwayhp.org/servlet/eAndar.article/5/Home-Page
World Relief. (2016). Retrieved February 2, 2016 from
http://www.worldrelief.org
World Relief High Point. (2016). Retrieved February 2, 2016 from
http://worldreliefhighpoint.org
