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Communications Plan for Realm of Caring
- 1. Realm of Caring “Tell the Story" Campaign Kiara Green & Ebony Shamberger
- 3. Our Company New Life Communications provides digital and social media public relations support to companies nation-wide.
- 5. Problem You Presented To Us Cannabis oil for patients with debilitating illnesses is seen as an illegitimate form of medical treatment.
- 7. Project Objectives • Increase funding by $100,000 • Build trust with potential clients outside Colorado • Increase awareness of medical marijuana with supporting doctors and researchers by 15 percent
- 8. Strategies and Tactics • Advertising • Public opinion gathering • Redefining terms associated with medical marijuana • Viewing and humanizing the treatment process • Hosting an education forum • Launching an annual 5k race to promote the education forum
- 9. Work Breakdown Structure Realm of Caring Advertising Fliers/brochures Set up Twitter/Facebook ads Produce TV and radio PSAs SEO for higher online engagement Public Opinion Gathering Draft poll questions Focus Groups Place poll on Survey Monkey Analyze existing polls Redefine Terms Research press materials to identify negative terms Identify neutral/positive terms that match negative terms Redefine terms Provide press/media with redefined terms Brief client on terms Share Treatment Process View treatment processes Review treatment results Compile treatment results Provide stakeholders with treatment process details Educational Forums Secure venue Solicit panelists/speakers Select discussion topics Promote with advertising (see first column) 5K Race Secure location Purchase race materials Build website for registration Promote with advertising (see first column)
- 11. Risk Management
- 12. Profitability S-CURVES BASELINE BUDGET ACTUAL BUDGET TARGETED BUDGET January 24 $9,278 $85,153 $191,690 January 31 $21,953 $191,690 $387,233 February 7 $34,805 $387,233 $478,588 February 14 $51,660 $478,588 $560,558 February 21 $58,980 $560,558 $639,058 February 28 $69,300 $639,058 $813,298 March 7 $75,860 $813,298 $937,258 March 14 $82,180 $887,298 $986,898 March 20 $90,630 $986,608 $1,000,000
- 13. Project Objectives Increased hourly rates for workers Added 5k race Increased cost of TV and radio ads Hired attorney Increased pay for moderator
- 14. Performance Evaluation: Money Raised • Total amount raised: $100,500 • $18,000 from patrons •$57,000 from attendees of events • $25,000 from the Institute of Medicine
- 15. Performance Evaluation: Media Placement
- 16. Performance Evaluation: Redefinition of terms
- 17. Performance Evaluation: Event Attendees • Education Forum: 500 doctors, medical experts and family members of patients •5k Race: 1,100 racers, 2,000 spectators
- 18. Performance Evaluation: Advertising • Digital ads • Facebook: 23,000 clicks • Twitter: 2,700 • Online: 670,000 unique site visitors • TV: 500,000 viewers per day • Radio: 175,000 listeners per day
- 19. Lessons Learned • Build and maintain the project schedule continuously • Know our limits • Implement a stringent approval process
Editor's Notes
- Based in Washington, DC
- Project Manager: Ebony Shamberger Communications Manager: Jill Lipson Marketing Director: Jack Mills Researcher: Joe Smith Graphic Designer: Jenny Green Associate: Bob Evans
- Despite this positive public attention, there has been a lot of controversy around Realm of Caring’s alternative treatment (cannabis oil treatments) by non-residents, legislators, parents, and other stakeholders. As a result, Realm of Caring sought out help from our firm, New Life Communications.
- What we plan to do: We will share the story of Realm of Caring and how cannabis oil treatment provides a quality of life. We will change public opinion from viewing this treatment process from “uncommon” or illegitimate to something that can benefit anyone with a serious illness. For the “Tell the Story” campaign, the following constraints were originally outlined in the project charter: The project budget is limited to $1 million The duration of the project is two months – between January 20th and March 20th The race and education forum has to take place in Colorado
- High-level overview of milestones and time schedule. Included in project plan is a detailed project timeline.
- Some of the risks associated with this project.
- NLC developed the “Tell the Story” campaign, an educational project that includes the 5k race and education forum. This campaign would cost $986,608.45, which would give NLC a profit of $13,391.55. On the other hand, Realm of Caring would lose $13,391.55. For this reason, Realm of Caring encouraged NLC to match their $1 million budget, which includes funds for any and all possible risks, in addition to money for extra event giveaways and more. ROC’s goal of spending $1 million is reflected in the targeted budget below.
- Placed in 15 national media
- Build and maintain the project schedule continuously: This project required many deadlines to track. However, the lack of a detailed project schedule made it difficult to catch up on “slipped” tasks. In the future, our project schedule will be continually updated and closely managed. Know our limits: It was difficult to keep the project on scope, meaning that with the limited amount of time dedicated to the project, the client proposed ideas for strategies that could have affected quality, such as last minute order of books (see page 23) for the education forum. In the future, if we will be responsible for incurring tremendous late fees, we will not work to complete last-minute suggestions. Implement a stringent approval process: For the “Tell the Story” campaign, the approval process was not effective. Due to the tight deadlines and numerous tasks, approvals took longer than expected. It is suggested that a list of approvals is given to the project manager before the official start date.