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Fifth Ward Enrichment Program Campaign
We’ve come a long way, but we still have a long way to go…
… Join us on our journey to continue
enriching young men’s lives
Neda Hamidian | Lauren Rosenbaum | Marlyssa Ebel | Yi Chou | Lauren Carter
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Situation Analysis• The Fifth Ward Enrichment Program needs
a strong communications plan in order to achieve the growth it desires
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Problem Statement
• The Fifth Ward Enrichment Program has been unable to sustain a communications model that continuously tells their local publics and local potential publics what FWEP is doing
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Goal and Objective
• Goalo For the Fifth Ward Enrichment Program team to be able
to develop a comprehensive communications plan that will increase awareness and increase donations
• Objectiveo To develop a strategic communications plan that will be
fully implemented within 6 months
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3 Strategies
• Strategy 1o Increase Social Media Usage
• Strategy 2o Strengthen Existing Communication Tools
• Strategy 3o Increase Media Relations
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Strategy 1: Social Media
• Key Publicso All audiences
• Primary Message o We’ve enabled the young men of yesterday to
empower the men of tomorrow
• Secondary Message o We’re building the local future leaders
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Strategy 1: Social Media
• Tactic 1: Facebooko Update every weekday or special evento Pictures, shareable contento "Like" local community/charity/media pages
• Tactic 2: Twittero 15 tweets per week; linkso Follow community/charity/media userso Use “#HouNews”
• Tactic 3: YouTubeo Foundation video: heart of the organizationo Spotlight videos: bimonthly (6 per year)o [Candid] videos - activities, events
• Tactic 4: Create a Blogo Biweeklyo How-to, involve boys, eventso You as an expert: goes both ways (comment on other blogs)
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Strategy 2: Communication Tools• Key Publics
o Existing Donorso Potential Publics
• Primary Messageo Your previous support has made an impact on so
many young men. Here are some of the things that your contributions have helped with…
• Secondary Messageo Because of you we’ve come this far, we want you to
keep growing with uso We need your continued support in these areas…
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Strategy 3: Media Relations
• Key Publicso Local Media
• Primary Messageo We’ve created a program that not only saves the
lives of these boys by taking them off of the street; we’re transforming them into successful members of society
• Secondary Messageo We’re creating leaders to build a better community
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Strategy 3: Media Relations
• Tactic 1: Create a FWEP Backgrounder Kito 25 copies o This kit should include
• Narrative bio about FWEP• Fact Sheet• Tip Sheet• Feature Story• Testimonials • Letter from Mr. Savage• DVD with updated FWEP video and a digital scrapbook
• Tactic 2: Create a Heart of Houston Media Kito 25 copies o This kit should include
• Fact sheet about the award• Feature story on the current recipient• Tip sheet about the award• Narrative bio about FWEP • Fact or tip sheet about FWEP
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Budget
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Summary
1.) Social Media 2.)
Communication Tools
3.) Media Relations
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Questions?