CMM-466Instructor: Colleen LemzaClient: United Way’s 2-1-1

211 offers services on just about anything, from legal help, to help finding the essentials such as food, shelter and transportation

211 refers callers who have questions to people who have answers locally.

Background

City of Plattsburgh Residents

SUNY Plattsburgh Students

Key Publics

15% of the tri-county’s region lives below the poverty line.

Of the 100 city residents interviewed only 12 knew of the 211.

City of Plattsburgh Residents (Profile)

On campus students pay $13,380 a year for tuition.

56% female students feel they are “too fat”.

Out of 250 students surveyed only 9 knew of the 211.

SUNY Plattsburgh Students (Profile)

To Increase the call volume of the 2-1-1 service in the Adirondack Region.

Key Message:

“It’s easy, it’s free, call 211for the information to get the help you need”

Goal:

The Breakdown

Objective #1

To Increase the call volume of the 2-1-1 service in the Adirondack Region.

Objective #1

Implement an awareness/action campaign toward SUNY Plattsburgh’s students by utilizing on-campus events and other activities as ways to contact student residents.

Strategy #1

Collect e-mails and hand out fliers at athletic games to SUNY Plattsburgh students.

Collect e-mails and hand out fliers to students at African Unity Made in Africa All White Event at ACC on March 26th.

Collect e-mails and hand out fliers to students at Club Caribbean’s Annual Caribbean Pageant on April 2nd at the Hartman Theater.

Collect e-mails and hand out fliers to students at Organization of Women’s Ethnicity fashion show on April 9th in the Warren Ball Rooms.

Tactics (Strategy #1)

Implement an awareness campaign toward County residents by utilizing community groups and organizations.

Strategy #2

Collect e-mails and hand out fliers at local places of worship within the community.

Collect e-mails and hand out fliers at local soup kitchens and food pantries.

Hold meeting at local places of worship explaining the benefits and services 2-1-1 has to offer to the community.

Collaborate with Charter Communications to discuss the 2-1-1 ad on the Charter channel and suggest changes to be made.

Purchase Scroll Pens through the Promotional Imprinted Pen Company that will promote the rebooted 2-1-1 flier.

Design and print bookmarks promoting the 2-1-1 service.   

Tactics (Strategy #2)

Objective #2

To increase awareness of the 2-1-1information and referral service in the North Country region; specifically to educate County Residents and SUNY Plattsburgh about the services offered through 2-1-1, resulting in an increase of 1,000 calls by January 2012.

Objective #2

Create an awareness campaign at SUNY Plattsburgh utilizing on-campus channels to educate students about 2-1-1.

Strategy #1

Create posters for the screensaver slideshow that is displayed in the ACC building and every computer found on campus.

Have Chris Ruiz from the Plattsburgh Men’s Basketball team speak on behalf of 2-1-1 in a short PSA for The Quake and PSTV.

Place the United Way of the North Country’s flyer in Cardinal Points newspaper.

Purchase Scroll Pens through the Promotional Imprinted Pen Company that will promote the rebooted 2-1-1 flier.

 

Tactics (Strategy #1)

Implement a Social Media/Awareness campaign to educate residents about 2-1-1.

Strategy #2

Increase the number of impressions The United Way of the Adirondack Region’s Facebook page has on residents.

Using the City of Plattsburgh homepage create a section under the “Friends of Plattsburgh” tab for a direct link to the 2-1-1 homepage.

Add a link on several health and human service websites, linking to The United Way of the Adirondack Region’s website to help build awareness about 2-1-1, (Press Republican, Plattsburgh Police Department, CVPH, CEFLS, ECT).

Create a twitter account for the Adirondack Region 2-1-1 and utilize the hash tag feature to gain followers and spread awareness about the referral service.

Advertisement/Promotional: Have Kathy Snow speak on behalf of the Adirondack Region 2-1-1 in a PSA that will be aired on WIRY as well as The Quake to spread awareness about the service to county residents as well as students.

Tactics (Strategy #2)

Tactic 1: Mailing list for African Unity’s all white affair, Caribbean Pageant, and O.W.E Fashion Show.

Tactic 2: Church meetings.

Tactic 3: Flyer for local soup kitchen and the Salvation Army.

Tactic 4: Screen Saver Flyer

Tactic 5: Website links (City of Plattsburgh Website)

Implemented Tactics

Tactic 6: Bookmark distributed to CEF Bookmobile, County libraries, Salvation Army, College Suites, Cumberland 12, Smoothe Moves, North Bowl, and the Senior Citizen bingo.

Tactic 7: Kathy Snow PSA.

Tactic 8: Adirondack Region 2-1-1 Twitter Page

Tactic 9: Adirondack Region Facebook Page.

Implemented Tactics (con’t)

Tactic 1: From the African Unity’s all white affair, Caribbean Pageant, and O.W.E Fashion Show one hundred and eighty emails were collected to be added to Constant Contact.

Tactic 2: 25 bookmarks distributed at Temple Beth Israel, 27 bookmarks distributed at First Presbyterian Church, 25 bookmarks distributed at Trinity Episcopal Church, 27 bookmarks distributed at First Assembly of God. 15 bookmarks were distributed to First Baptist church and a speech was given informing churchgoers of the service.

Tactic 3: 5 Flyers were posted around the Salvation Army, 1 flyer posted at Smoothe Moves, 5 flyers were posted around North Bowl, and 1 flyer at Cumberland 12.

Impressions/ Results of Tactics

Tactic 4: The screensaver appears on every computer throughout campus daily.

Impressions (con’t)

Tactic 5: A link to the City of Plattsburgh website.

Tactic 6: 150 bookmarks were distributed to the CEF Bookmobile and County libraries, 100 bookmarks were distributed to the Salvation Army, 30 bookmarks were distributed to students living in the college suites, 100 bookmarks were distributed to Cumberland 12, 100 bookmarks were distributed to Smoothe Moves in downtown Plattsburgh, 30 were distributed to North Bowl, and 30 bookmarks were distributed to the senior center.

Impressions (Con’t)

Tactic 7: Kathy Snow PSA is going to be aired on The Quake as well as WIRY.

Tactic 8: The Adirondack Region 2-1-1 twitter has gained 42 followers.

Tactic 9: The Adirondack Region 2-1-1 Facebook has gained 129 likes.

Impressions (Con’t)