This document outlines a public relations informational campaign for the Pennsylvania Association for Nonprofit Organizations (PANO). It discusses research conducted, including expert interviews and content analysis of other state nonprofit associations. The campaign's objectives are increasing awareness of nonprofits and PANO's mission among the public, students, and opinion leaders. Proposed efforts include events, advocacy activities, and a toolkit for members. The budget totals $10,900 for a month-long, week-long and day-long awareness campaign. Effectiveness will be evaluated through polling, benchmarking, surveying, and social media analytics.
Revolution Communication Planbook - Millersville University; Public Relations...Alexandra Lashner
Sabrina Hawke, Account Executive ; Julie Florek, Assistant Account Executive; Allison Walker, Research Director; Janelle Laudermilch, Media Planner; Alexandra Lashner, Creative Director; Ben Rose, Copy Director; Dr. Jennifer F. Wood, Faculty Supervisor
COMM 452: Public Relations Campaigns Spring 2016, Millersville University
A student-run campaign created for a Millersville University capstone course. Our agency, Transcend Public Relations created a social marketing campaign for ASSETS, located in Lancaster City, Pennsylvania.
PR Campaigns Operation Catnip of Gainesvilleracheleraddatz
This campaign was created as my capstone project for my final public relations course (campaigns). The campaign looked to increase community participation in the spaying/neutering of community (stray) cats in the largest zip code in Gainesville, Fla.
My role in the project was working in a group of five through the ROPES model to create the campaign. I created the logo, overall layout/color scheme and made sure everything was consistent. Also, all team members were responsible for reading copy and making necessary edits.
Accomplishments:
-The team learned about the community's view on the organization. From there, we considered that research in creating the campaign. The organization wasn't very well known, so we made sure to explain the mission while educating the community on the importance of sterilizing cats.
-The group provided OC of Gainesville a communications campaign to implement.
Challenges:
-The organization had little influence in the community, making it more difficult to explain to the target public of zip code 32609.
-OC of Gainesville did not have a website during the planning of the campaign, making it hard to explain the goals and find any primary and secondary research.
Revolution Communication Planbook - Millersville University; Public Relations...Alexandra Lashner
Sabrina Hawke, Account Executive ; Julie Florek, Assistant Account Executive; Allison Walker, Research Director; Janelle Laudermilch, Media Planner; Alexandra Lashner, Creative Director; Ben Rose, Copy Director; Dr. Jennifer F. Wood, Faculty Supervisor
COMM 452: Public Relations Campaigns Spring 2016, Millersville University
A student-run campaign created for a Millersville University capstone course. Our agency, Transcend Public Relations created a social marketing campaign for ASSETS, located in Lancaster City, Pennsylvania.
PR Campaigns Operation Catnip of Gainesvilleracheleraddatz
This campaign was created as my capstone project for my final public relations course (campaigns). The campaign looked to increase community participation in the spaying/neutering of community (stray) cats in the largest zip code in Gainesville, Fla.
My role in the project was working in a group of five through the ROPES model to create the campaign. I created the logo, overall layout/color scheme and made sure everything was consistent. Also, all team members were responsible for reading copy and making necessary edits.
Accomplishments:
-The team learned about the community's view on the organization. From there, we considered that research in creating the campaign. The organization wasn't very well known, so we made sure to explain the mission while educating the community on the importance of sterilizing cats.
-The group provided OC of Gainesville a communications campaign to implement.
Challenges:
-The organization had little influence in the community, making it more difficult to explain to the target public of zip code 32609.
-OC of Gainesville did not have a website during the planning of the campaign, making it hard to explain the goals and find any primary and secondary research.
"People Relationships: School PR Techniques That Work" presented at the Texas Association of School Boards 2011 Summer Leadership Institute.
Special thanks to Brad Domitrovich (www.slideshare.net/braddomitrovich) for the opportunity to fill-in as a presenter in his absence.
This public communication campaign planbook was designed for Frederick Douglass Institute in Millersville University's Public Relations capstone course.
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The Town of Normal and Illinois State University have a cordial relationship but have not developed or implemented a joint or cross-marketing effort. ISU is Normal’s largest employer, and the University annually contributes millions of dollars to Normal’s economy. Town of Normal has invested heavily in blocks adjacent to the University, particularly in Uptown Normal. This investment enhances the viability of the Town’s core and provides an “urban” neighborhood as a seamless extension of ISU’s campus. The Town is seeking a joint branding and marketing strategy to promote Normal as the proud home of a successful university which has benefited from the Town’s strategic investments.
"People Relationships: School PR Techniques That Work" presented at the Texas Association of School Boards 2011 Summer Leadership Institute.
Special thanks to Brad Domitrovich (www.slideshare.net/braddomitrovich) for the opportunity to fill-in as a presenter in his absence.
This public communication campaign planbook was designed for Frederick Douglass Institute in Millersville University's Public Relations capstone course.
Branding Campaign for the Town of NormalHunter Thomas
The Town of Normal and Illinois State University have a cordial relationship but have not developed or implemented a joint or cross-marketing effort. ISU is Normal’s largest employer, and the University annually contributes millions of dollars to Normal’s economy. Town of Normal has invested heavily in blocks adjacent to the University, particularly in Uptown Normal. This investment enhances the viability of the Town’s core and provides an “urban” neighborhood as a seamless extension of ISU’s campus. The Town is seeking a joint branding and marketing strategy to promote Normal as the proud home of a successful university which has benefited from the Town’s strategic investments.
Strategic Leadership and Social Media For Social GoodMichelle Johnson
Notes from the Strategic Leadership and Social Media for Social Good Workshops on Friday, July 24, 2009, hosted by the University of Richmond, Jepson School of Leadership Studies
Gen-Z Is the Future! Why Youth Volunteering Can Be the Secret to Campaign Suc...CallHub
Gen-Zers and millennials are a largely ignored target audience for elections, but one with a lot of value. Here's how youth volunteering can help your campaign
This research was based on the primary data. the main concern was to know and explore the roles of NGO in the rural areas and the awareness spread by them in the most outward and backward areas.
1. A Public Relations Informational Campaign
Prepared For:
Pennsylvania Association For Nonprofit Organizations
PANO
2040 Linglestown Rd., Suite 302
Harrisburg, PA 17110
2. Where Is PANO Now?
• Change in leadership provided the
opportunity to reevaluate
• Last year (2014), the Listening Tour was
executed to help to see where PANO stood as
a state association
6. Primary Research
● Expert Interview
● Limitation of Study
○ Possible end products
■ Timelines
■ Key Message
■ Legislators & Media
■ Social Media posts
■ Promotional outreach
7. Primary Research
● Content Analysis
○ Researched Nonprofit State
Associations
○ Non-random Selection
● Idaho
● Delaware
● Colorado
16. Theoretical Framework-Diffusion of
Innovation Theory
● Developed by E.M. Rogers (1962)
○ Explains how, over time, an idea or product gains
momentum and diffuses (or spreads) through a
specific population or social system
○ End result of diffusion: people, as a part of a
social system, adopt a new idea, behavior, or
product.
■ The key to adoption is that the person must
perceive the idea, behavior, or product as
new or innovative. Through this, diffusion is
possible
19. Where PANO Wants To Be-- Objectives
● To capitalize on their opportunities, goal
one objectives include:
○ To have an effect on action; specifically
to generate volume turnout to events
of 50 percent of the general public in
PA during the month of Nov. 2016
○ To have an effect on acceptance;
specifically to generate interest in PA
Nonprofit Awareness (80 percent of
the general public within the next 19
months).
20. Where PANO Wants To Be-- Objectives
● To capitalize on their opportunities, goal two
objectives include:
○ To have an effect on awareness of college
students; specifically to increase their
knowledge of the economic benefits of the
nonprofit model (20 percent of
undergraduate students in the next 19
months)
○ To have an effect on awareness to
formal/informal opinion leaders; specifically
to increase their knowledge of the economic
benefits of the nonprofit model (15 percent
of formal/informal opinion leaders within
the next 19 months)
21. Where PANO Wants To Be-- Objectives
● To capitalize on their opportunities, goal
three objectives include:
○ To have an effect on awareness;
specifically to create knowledge among
75 percent of general public about PANO
and their mission
○ To have an effect on awareness;
specifically to create understanding by 75
percent of the general public about the
PA nonprofit sector and how PANO fits
into the nonprofit model
22. Message Strategies 1
● Positive
○ Nonprofits can improve the quality
of life for many Pennsylvanians.
They [nonprofits] can provide a
loving home, a meal for an
individual in need and create a
sense of belonging.
23. Message Strategies 2
● Resistance
○ Many who are reluctant to help in
their community believe that they
won’t make an impact.
24. Message Strategies 3
• Negative
• Without nonprofits, people would
not know what is going on.
38. Budget
Total Projected Budget for PA
Nonprofit Awareness Month:
$6,500.00
Total Projected Budget for PA
Nonprofit Awareness Week: $2,700.00
Total Projected Budget for PA
Nonprofit Awareness Day: $1,700.00