The document provides an executive summary analyzing gentrification. It defines gentrification as the process where middle and upper class individuals move into deteriorating areas, displacing poorer residents. Gentrification occurs in three stages: initial redevelopment, increased rents displacing long-time residents, and significant price increases displacing more residents. Evidence from New York City shows over 175,000 renters were displaced between 1989-2002 and 225,000 low-income renters moved with cost pressures as a reason between 2002-2003, with 96,000 directly displaced. The document identifies residents as secondary audiences impacted by gentrification and developers/lawmakers as primary audiences who can influence it. It outlines campaign goals of ending gentrification through legislation and alternative development

1. EXECUTIVE SUMMARY OF SITUATION ANALYSIS
According to the Merriam-Webster dictionary, gentrification is "the process of
rebuilding a community accompanying the influx of middle-class and upper-class people into
deteriorating areas that often displaces poorer residents." To many, gentrification is
"equated with neighborhood improvement, but in reality it is a process of class
transformation: it is remaking of working-class space to serve the needs of middle- and
upper-class people" (Newman & Wyly, 2005).
When gentrification occurs in a community, it occurs in a series of three stages. The
first stage of gentrification occurs when there is a significant amount of redevelopment and
new tenants inhabiting any vacant units in the area. This step can occur over a few years
and does not always immediately affect the community. During the second stage, people
begin to learn of the low costs within these communities and landlords begin displacing
long-time residents in order to rent and sell to higher-paying tenants. The influx of new
residents causes an increase in amenities that serve higher income citizens and this
situation creates conflict in the community. In the third and final stage, prices increase
significantly and more long-term residents are displaced (Rose, 2001).
Evidence that shows the effects of gentrification in New York City include:
- The New York City Housing and Vacancy Survey, NYCHVS, revealed that 176,900
renters were displaced between 1989 and 2002 (Hampson, 2005).
- “The 2003 American Housing Survey showed that in the previous year about
225,000 renters with income below the poverty line had moved at least once and
cited cost pressures among their reasons. Of these, 96,000 were directly displaced
either by private landlord or government actions” (Hampson, 2005).
IDENTIFICATION OF PRIMARY AND SECONDARY AUDIENCES
Primary audiences and secondary audiences will both be greatly influenced by our
Public Relations Campaign. The primary audience consists of law makers and developers
since these are the people who have the ability to effect gentrification.
The secondary audience is the residents of the cities that are undergoing

2. gentrification. These residents are defined as secondary audiences because they are those
who are mainly affected by the changes that we are trying to implement. They are the ones
who need to know what courses of action they must take in order to further their chances of
staying in the neighborhoods they’ve been living in for many years. These are the people
who should be protected from the gentrification process.
CAMPAIGN GOALS (GENERAL)
The goal of this campaign is to get legislation passed to end gentrification and to also
promote alternative methods for community development. Furthermore, we hope to
decrease the number of residents who will be negatively affected by the gentrification
process.
CAMPAIGN OBJECTIVE (SPECIFIC)
The objective of this campaign is to reduce the number of residents who are displaced by
gentrification throughout New York City by 70%.
CAMPAIGN STRATEGIES (GENERAL)
In order to put a stop to gentrification, we first must make sure the community is
educated about the gentrification process. It is essential that the campaign bring awareness
of the issue, as well as inform the public of its severity. While informing the communities,
the campaign also hopes to foster different methods of community restoration. By
educating these residents, we hope to instill in them a strong initiative to take action against
gentrification through local legislation.
CAMPAIGN TACTICS (SPECIFIC)
Within each of the campaigns strategies, there are specific tactics used to ensure the
most productive way of reaching our end goal. Below is a more in depth look at how each
step will be
1) Educating the residents- Education about the issue of gentrification is the most important
step because there are many who do not know what it is or have very little information about

3. it. Also, many residents may not pay attention to the news about it because it hasn’t directly
affected them yet. Communities for Progress plans to implement this step by:
- Flyers and posters will be put up all around the city at public transportation spots and
telephone poles to show the parts of New York City that have already been gentrified,
and to show some areas that may be affected in the near future.
- The brochures will have more facts about gentrification and show upcoming events
and informational sessions that will be held in the community, as well as a link to our
website: www.StopNYCgentrification.com. They will be given out at local community
centers and local churches throughout some target areas in New York City.
- Communities for Progress will also be sponsoring a Community ay within one of the
communities that is currently facing the problem of gentrification. We plan to
renovate their local park and have the community day as an opening to the newly
renovated park. Community Day will be a day where the community will come
together to learn that positive development does not have to come from
gentrification and to become more educated about actions they can take to prevent
gentrification. At the event, there will be information tables, guest speakers, and a
variety of fun activities in order to help us market to a larger audience. The promotion
of the event will be spread through direct email, news coverage on local channels,
and through community center information forums.
2) Open communication with developers and legislators- As a community, the neighborhoods
must keep track of future plans and ways to maintain a mixed income community that
sponsors development without displacement. By providing incentives for the developers,
such as tax breaks and credits, legislation could be passed to ensure affordable housing for
lower-income residents. Some specific things to ask developers for are:
• Code enforcement policies that assist residents with home improvements
• Implementing rent controls
• Preserve federally subsidized housing programs
MESSAGES FOR AUDIENCES
Residents need to be educated about the gentrification process and how it is affecting them

4. and others in their area. The residents also need to be informed of the severity of the issue
and need to be told ways they can help put a stop to gentrification in their area.
Developers must be aware that their level of involvement in the gentrification process
will negatively affect their corporate image. There are alternate methods that the
developers can use to renovate the areas without displacing any residents and to help
maintain a mixed income community.
Legislators need to be concerned with how the gentrification process is affecting
their voting constituents. Many of the residents in the communities that are voting for these
elected officials come from low-income households who may not vote for them if they do not
plan to help people who are being displaced through gentrification.
BUDGET CONSIDERATIONS

5. Print Advertisement Quantity Estimated Price Estimated Cost Breakdown
Informative Brochures 5000 $2,000.00
Bus Ads 20 $8,000.00
Protest Posters 20 $400.00
Protest Banners 10 $100.00
Total 5050 $10,500.00
Evaluation Print Ad
Direct Mail Quantity Estimated Price 15% 15%
Postage 20000 $8,000.00
Comm.
Envelopes 20000 $8,000.00 Day
Paper supplies 20000 $2,000.00 8%
Implement Direct mail
-ation 26%
Total 60000 $ 1 8 ,0 0 0 .0 0 14%
Media Publicity (other) Quantity Estimated Price Site Media
Website Page 1 $800.00 6% Publicity
Commercial 5 $5,000.00 16%
Influential Public Speaker 10 $5,000.00
Total 16 $ 1 0 ,8 0 0 .0 0
Site / Equipment Quantity Estimated Price
Lecture Space 12 $600.00
Transportation 20 $2,000.00
Telephone 15 $750.00
Sound (mics) 5 $500.00
Total 52 $ 3 ,8 5 0 .0 0
Implementation Quantity Estimated Price
Contract lawyer 1 $5,000.00
Zoning law expert 1 $5,000.00
Total 2 $ 1 0 ,0 0 0 .0 0
Community Day Quantity Estimated Price
Music 2 $300.00
Food/Drinks 200 $5,000.00
Games 10 $200.00
Total 212 $ 5 ,5 0 0 .0 0
Evaluation Quantity Estimated Price
Survey 2000 $500.00
Research teams 10 $10,000.00
Total 2010 $ 1 0 ,5 0 0 .0 0
Total Quantity Total Price
67342 6 9 ,1 5 0 .0 0

6. TIMETABLE
May 2012:
• Plan Community Day: catering, speakers, music and events
• Get website up and running
• Have all brochures, flyers, and posters printed up and posted around New York City
June 2012:
• Host Community Day at McNair Park
• Set a schedule for community involvement meetings
• Continue to hand out flyers and brochures
July 2012
• Continue to hand out gentrification information
• Host weekly community involvement events and meetings
August 2012
• Host protests
• Talk to developers about gentrification in the New York City Area
• Continue community involvement meetings
September 2012
• Talk to legislators about getting involved about the laws on gentrification
• Continue community involvement meetings
October 2012
• Ensure a proposal has been made about addressing gentrification in New York City
and follow through to see it hits the Senate floor
CAMPAIGN EVALUATION PROPOSAL
In efforts to evaluate our campaign, we must first be sure the message was heard. We would have a
research team creating and administering surveys that would help us determine this. Using several
focus groups that live in the neighborhoods in which we advertised, we plan to check if they had
seen our advertisements or had heard of our campaign, as well as if they understood what
gentrification is and the harms it has on the community.
Our second form of evaluation will be through the actual neighborhoods themselves. We
must look at displacement rates within these neighborhoods to see if people are still getting evicted
from their homes. In addition, we will be looking to see if the laws themselves that are set to protect

7. the people of these communities have been passed and are being enforced.

8. CITATION
Gentrification (n.d.). In Merriam-Webster dictionary online. Retrieved from
http://www.merriam-webster.com/dictionary/gentrification
Hampson, R. (2005, April 19). Gentrification a boost for everyone. [Electronic Version] USA
Today. Retrieved from http://www.usatoday.com/news/nation/2005-04-19-
gentrification_x.htm
Newman, K. & Wyly, E. (2005). Gentrification and resistance in New York City.
http://www.nhi.org/online/issues/142/gentrification.html
Rose, K. (2001) Beyond gentrification: Tools for equitable development. Retrieved from
http://www.nhi.org/online/issues/117/Rose.html