Sierra Club Proposal Presentation

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Sierra Club Proposal Presentation

  1. 1. diverCITY PR<br />April 27, 2009<br />Jour 450<br />Prof. Hinckley<br />
  2. 2. diverCITY PR<br /><ul><li> Who we are:
  3. 3. Stacey Cooper
  4. 4. Lauren Tejeda
  5. 5. Katherine Wong
  6. 6. What is diverCITY PR?
  7. 7. Why choose diverCITY PR?</li></li></ul><li>STATEMENT OF PROBLEM<br /><ul><li> Difficulty recruiting younger members
  8. 8. Homogenous membership base
  9. 9. Perceptions of Sierra Club members
  10. 10. Reputation that comes with political activism</li></li></ul><li><ul><li> Increase awareness among young adults and young professionals
  11. 11. Expand communications with collegiate students
  12. 12. Demystify any negative perceptions
  13. 13. Encourage minorities to consider Sierra Club membership</li></ul>COMMUNICATIONS GOALS<br />
  14. 14. OBJECTIVES<br />
  15. 15. KEY <br />AUDIENCES<br />Young Adults & professionals<br />College students<br />Minorities<br />Females<br />Christian organizations<br />
  16. 16. KEY MESSAGES<br /><ul><li> Environmental issues affect all individuals.
  17. 17. Sierra Club has the background and expertise to combat tough environmental issues.
  18. 18. The Sierra Club is and always has been a community based, grassroots organization
  19. 19. Younger generations need to protect the future of their planet</li></li></ul><li>RESEARCH<br /><ul><li> Research goals
  20. 20. Identify key audiences
  21. 21. Access current attitudes and perceptions of the organization
  22. 22. Primary research
  23. 23. Interview Sierra Club members/employees
  24. 24. Survey members of target audiences
  25. 25. Secondary research
  26. 26. Analyze current Sierra Club PR efforts
  27. 27. Research competing environmental organizations
  28. 28. Assess current Sierra Club media coverage</li></li></ul><li>MEDIA PLAN<br /><ul><li> Overview of media relations strategies
  29. 29. Target media outlets
  30. 30. Identification of specialty publications
  31. 31. Refine media pitches</li></li></ul><li>STRATEGIES AND TACTICS<br />
  32. 32. STRATEGIES AND TACTICS<br />
  33. 33. TIMELINE<br />
  34. 34. TIMELINE<br />
  35. 35. EVALUATION<br /><ul><li>Media Coverage
  36. 36. Traditional media assessment
  37. 37. Social media analysis
  38. 38. Measurable objectives
  39. 39. Benchmarking data
  40. 40. Membership
  41. 41. Event Attendance</li></li></ul><li>Concluding Remarks<br /><ul><li> Questions?
  42. 42. Comments
  43. 43. Thank you</li>

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