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

Situation Analysis The Fifth Ward Enrichment Program needs a strong communications plan in order to achieve the growth it desires

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

Goal and Objective Goal o For the Fifth Ward Enrichment Program team to be able to develop a comprehensive communications plan that will increase awareness and increase donations Objective o To develop a strategic communications plan that will be fully implemented within 6 months

3 Strategies Strategy 1 o Increase Social Media Usage Strategy 2 o Strengthen Existing Communication Tools Strategy 3 o Increase Media Relations

Strategy 1: Social Media Key Publics o 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

Strategy 1: Social Media Tactic 1: Facebook o Update every weekday or special event o Pictures, shareable content o "Like" local community/charity/media pages Tactic 2: Twitter o 15 tweets per week; links o Follow community/charity/media users o Use “#HouNews” Tactic 3: YouTube o Foundation video: heart of the organization o Spotlight videos: bimonthly (6 per year) o [Candid] videos - activities, events Tactic 4: Create a Blog o Biweekly o How-to, involve boys, events o You as an expert: goes both ways (comment on other blogs)

Strategy 2: Communication Tools Key Publics o Existing Donors o Potential Publics Primary Message o 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 Message o Because of you we’ve come this far, we want you to keep growing with us o We need your continued support in these areas…

Strategy 3: Media Relations Key Publics o Local Media Primary Message o 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 Message o We’re creating leaders to build a better community

Strategy 3: Media Relations Tactic 1: Create a FWEP Backgrounder Kit o 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 Kit o 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

Budget

Summary 1.) Social Media 2.) Communication Tools 3.) Media Relations

Questions?