“Opportunity for Community”

a strategic PR plan for The Opportunity Council

An InFocus PR Proposal

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Introduction.……………………………………………………………….. 3

Action Plan…………………………………………………………………… 5

Project Narrative 6

Situation Analysis 11

Research 12

Objectives 15 Plan of Action 16

Evaluation 19

Timeline……………………………………………………………………… 20

Budget…………………………..…………………………………………….. 23

Related PR Materials………….……………………………………….. 26 Mailer flyer 27

Bus poster 28 Registration raffle graphic flyer 29

Registration workshop press release 30 Ice cream social press release 31 PSA radio script 33 Video PSA 24 Pitch letter 30

Personnel…………………………………………………………………… 35

Appendices ………………………………………………………………… 37

Research paper 38

Survey 45 Contact list 47 Intern description, application 48

Social media engagement plan 50 Budget breakdown 53

TABLE OF CONTENTS

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Introduction.…………………………………………………………………. 4

Action Plan……………………………………………………………………. 5

Project Narrative 6

Situation Analysis 11

Research 12

Objectives 15 Plan of Action 16

Evaluation 19

Timeline……………………………………………………………………… 20

Budget…………………………..…………………………………………….. 23

Related PR Materials………….……………………………………….. 26 Mailer flyer 27

Bus poster 28 Registration raffle graphic flyer 29

Registration workshop press release 30 Ice cream social press release 31 PSA radio script 33 Video PSA 24 Pitch letter 30

Personnel…………………………………………………………………… 35

Appendices ………………………………………………………………… 37

Research paper 38

Survey 45 Contact list 47 Intern description, application 48

Social media engagement plan 50 Budget breakdown 53

TABLE OF CONTENTS

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InFocus PR Mission Statement

InFocus PR is a local PR firm dedicated to community based work. InFocus is dedicated to engaging in meaningful work that benefits everyone involved and maximizing client experience through focused, grassroots campaigning that is guaranteed to make any client a vital force in their community.

Opportunity Council Mission Statement

The Opportunity Council is a private, non–profit human service organization that acts as a catalyst for positive change, both in the community and in the lives of the people it serves.

INTRODUCTION

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Action Plan

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InFocus PR is dedicated to meaningful betterment of the community through intentional research and planning. We are excited to work with the Opportunity Council to accomplish their primary objective of filling Head Start and ECEAP programs by June. InFocus conducted community research to understand why registration was weak and in order to determine additional objectives. InFocus discovered that less than two-thirds of the community view preschool education as “very important”. Of parents who chose not to enroll their child in preschool, nearly one-fifth believed preschool wasn’t important and more than one-fifth said the cost was too high. We believe that this means the Opportunity Council should focus their campaign around increasing the percent of the population who view preschool as worthwhile and increasing awareness of their organization and the no-cost preschool programs they offer. In order to accomplish this, InFocus established four objectives that are supported by a variety of tactics. These objectives include reaching full enrollment in both ECEAP and Head Start by June 30, 2016, having 30 or more students on waitlist by September 1, increasing overall opinion that preschool is extremely important to 72 percent, and increase overall awareness of Opportunity Council in ages 18 to 25 to 20 percent. InFocus PR looks forward to sharing the follows strategies and tactics that will successfully meet these objectives.

Special Events Preschool Registration Workshop InFocus PR recommends establishing an annual Preschool Registration Workshop that will guide parents through the lengthy registration process, guaranteeing a strong, complete application. The workshop will include a pizza dinner in order to incentivize the event and incorporate the workshop into the busy day that families face. While parents are engaged in the workshop, preschool teachers from the program will lead the kids in fun brain games and reading sessions while simultaneously offering childcare and preparing the kids for preschool. This event will be advertised through all available means, including PSA’s, press releases, social media events and reminders, and mailer flyers.

PROJECT NARRATIVE

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Facebook Raffle Online Event InFocus Public Relations suggests the Opportunity Council creates a Facebook raffle online event to promote the community and currently enrolled families to share and invite friends to the Preschool Registration Workshop. Anyone who invites their friends to the Facebook event will be entered into a raffle to win a $75 gift card. A raffle will create a strong incentive for people to actually take the time to invite their Facebook friends to the event page. This will also be an additional form of overall community advertisement for the event and the OC as a whole. If someone selects they are “interested in” or “going” to the Preschool Registration Workshop event it will show up on their news feed and be re-distributed to all of their Facebook friends as well. Social media is a free way to promote the registration event and also advertise the preschool services the Opportunity Council has to offer. Ice Cream Social - Optional Event InFocus proposes using any excess event budget to hold an ice cream social the week before classes commence. This event would increase the overall opinion of the Opportunity Council and give kids, parents and teachers an opportunity to form connections and enjoy one of the last days of summer. The event would be dubbed “Pre-Preschool Ice Cream Park Day”. With affordable park shelter rental rates coupled with affordable blow-up structure rates, this all around fun day will help families start to think of Opportunity Council as an active and engaging part of their lives.

Social Media Increased Usage of Facebook and Twitter Facebook and Twitter are essential tools for increasing awareness of the Opportunity Council and are low budget resources for reaching a large audience. These two media platforms can be used to promote our registration workshop and other promotions in the campaign. Almost half (46.94%) of those who responded to our survey said they got their information from social media, second to word of mouth. Yearlong promotion on Facebook and Twitter should be an active part of the Opportunity Council operations. Daily postings will increase followers and knowledge of the council, potentially leading to increased action. Facebook and Twitter will be frequently used from March through June to promote the importance of preschool and to share ways to register before June 30, including the registration workshop.

PROJECT NARRATIVE

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Intern In order to enact the social media plan and have it be as effective as possible, InFocus proposes hiring a communications intern who will run social media accounts, design and enact social media and traditional media campaigns, and assist with other promotional tactics in the organization. InFocus has included an intern description and application. A student intern will help spread awareness of Opportunity Council to all involved, but particularly the 18 to 25 demographic where it currently lacks.

Public Service Announcements Radio PSA InFocus PR suggests the Opportunity Council creates a radio PSA to increase overall awareness of the importance of preschool. We have created a radio PSA script that promotes the importance of preschool and also advertises the Opportunity Council’s preschool services. This can be recorded via SoundCloud and sent to local radio stations. In our research, we found that more than 20 percent of respondents wrote radio as a source for obtaining information about nonprofits and community happenings. A radio PSA is a cost effective way to reach a wide range of demographics throughout Whatcom County. Video PSA InFocus PR also recommends creating a promotional video PSA. This is a way to increase the community’s opinion about the importance of preschool and increase overall awareness of the Opportunity Council. Through photos of preschool students, facts, and a list of the benefits of attending preschool, InFocus PR created a preschool promo video. In our survey research, 46 percent of respondents chose social media as a source for obtaining information about nonprofits, therefore sharing this video via Facebook, Twitter and YouTube will be an effective way to reach people of all ages and income levels.

PROJECT NARRATIVE

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Bus Poster Bus posters are an effective means to increase awareness of the importance of preschool among our target audience. Kim Walbeck, of the Opportunity Council, pointed out that low-income parents are often too busy working long hours to lend time to the importance of getting their children registered for preschool. By the time they see school busses starting to hit the roads for fall quarter it is too late to register their child in ECEAP or Head Start. By posting ads related to the preschool programs at the Opportunity Council, we will bring attention to the registration dates and deadlines, as well as increase the understanding of the importance of preschool in the community. Mailer Flyer We determined that social media is the best way to reach many of our target audiences, but since the Opportunity Council doesn’t have a well-established media page, InFocus PR determined that a flyer would reach at least 30 percent of the audience and 57 percent by word-of-mouth. A flyer was designed to advertise the Preschool Registration Workshop event by being distributed in lower income neighborhoods and in preschools where Head Start and ECEAP students are already enrolled.

Press Releases In order to increase overall awareness of the Opportunity Council, their events and their services, two press releases were written to advertise the Preschool Registration Workshop and another proposed event. Press releases can reach local newspapers and radio stations, as well as get events posted on city calendars. InFocus also wrote a pitch letter to distribute to local papers and magazines suggesting an in-depth look at what the Opportunity Council offers, using the registration workshop as a timely lead-in.

PROJECT NARRATIVE

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Feature Pitch Letter InFocus also wrote a pitch letter to distribute to local papers and magazines suggesting an in-depth look at what the Opportunity Council offers, using the registration workshop as a timely lead-in. This will hopefully increase media coverage for the event, as well as get the event published on Bellingham event calendars throughout the city and Whatcom County as a whole.

Timeline The timeline presented in this campaign reflects a feasible set of goals to be implemented immediately with success. Dates can be altered to repeat the campaign in following years. The timeline is organized by type of tactic, including events, social media revamp and PSAs.

Budget The budget was created with flexibility and affordability in mind and was designed to maximize the impact made with funds available. Three different budget options (Pre-K, Kindergarten, and First Grade) reflect several price points as well as different distributions of funds across mediums (event budget, food budget, print budget). In addition to the packages offered, InFocus has included an item-by-item breakdown in the Appendices of each individual expense so that the client may tailor their budget exactly as they see fit. InFocus guarantees that the businesses offer the best quality for price in Bellingham.

PROJECT NARRATIVE

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The Opportunity Council is a private, nonprofit human service organization striving for positive change both in the community and in the lives of the people it serves. Opening in 1965, the OC started as a group of volunteers and staff working out of a small corner of the Whatcom County Courthouse. The OC wants to create a campaign to improve recruiting practices to enroll families in low-income preschool programs including Head Start and ECEAP (Early Childhood Education and Assistance Program). The goal is to have all classrooms fully enrolled by the beginning of the school year and a waiting list in case families move or leave the program. In order to determine the opinions and overall awareness of the community, InFocus PR conducted a convenience survey of 102 people in Bellingham. The survey showed that nearly one-third of the Bellingham community has never heard of the OC and about 60 percent of the community believes that preschool is extremely important for children. The survey also showed that while most people receive information about nonprofits and community happenings by word of mouth, the next most popular source of information is through social media, followed by flyers and handouts.

SITUATIONAL ANALYSIS

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In order to determine the best tactics for the Opportunity Council campaign, InFocus PR conducted a convenience survey to determine the community’s existing opinions and overall awareness of the Opportunity Council. InFocus PR conducted a convenience survey of 102 people in Bellingham. The survey locations were Grocery Outlet and Big Lots. Best Ways to Reach the Bellingham Community

RESEARCH

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Overall Community Opinions on the Importance of Preschool

Overall Community Awareness of the Opportunity Council

RESEARCH

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Ages of the Current Users of the Opportunity Council Services

RESEARCH

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Reach full enrollment in both ECEAP and Head Start by June 30, 2016

Have 30 or more students on waitlist by

September 1, 2016 Increase overall opinion that preschool is

extremely important to 72 percent Increase overall awareness of Opportunity

Council in ages 18 to 25 to 20 percent

OBJECTIVES

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Target Audiences

o Low income families with preschool aged children o College students and potential interns o Community members aged 18 to 25 o Local, young families currently unenrolled in a preschool program

Strategies

o Design a variety of promotional materials for use throughout the campaign

o Hire a college intern to run social media and form meaningful, individual connections with the community

o Hold special events that will assist parents in registration and offer kids connections with others and preschool teachers

Tactics

o Preschool Registration Workshop Hold a registration event where parents can have internet access

and guidance on what documents are needed for approval into the program

The event will be strategically planned for the beginning of June, while parents are still thinking about school as opposed to summer

Have pizza and other snacks and beverages at the event as an incentive for parents to attend with their children

Have preschool teachers and volunteers at the event to lead kids in fun games or story time, allowing parents to be focused and engaged in their registration

PLAN OF ACTION

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o Revamp Social Media Presence and Internship Program Make active use of pre-existing social media platforms Activate “Donate” feature on Facebook to bring in donations Use Facebook to create events and illicit RSVPs and remind

followers of deadlines and registration requirements Hire a college intern to run social media sites and create strategic

plans and campaigns that tie social media to bus posters Use #myopportunity hashtag online and in bus posters to

communicate the various benefits of preschool using real Whatcom families

Contact journalism and communication departments at Western Washington University to reach potential interns

o Press Releases and PSAs Pre-written press releases will help increase awareness of the two

events that InFocus has planned and will increase the frequency that “Opportunity Council” is heard in the community

Press releases will be distributed to newspapers, online publications and radio stations throughout the county

PSAs will emphasize the values of preschool and the offerings and mission of the Opportunity Council

Radio PSA will be distributed to local stations, including KUGS at WWU

Video PSA will be available to run online through social media. website

PLAN OF ACTION

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o Bus Poster Campaign WTA transit offers ad space both inside and outside the bus at

affordable rates for outside advertising, free for inside Inside bus poster space will be available in June and represent a

venue to work on long-term awareness of the value of preschool and what the Opportunity Council can do for families

Intern will interview families and use photos and quotes to establish #myopportunity campaign, which will run on inside bus posters and online, emphasizing values of preschool and how the program has benefitted their family

Outside bus posters run for four weeks at a time and are available immediately to advertise the Preschool Registration Workshop

Outside bus posters will include a link and QR code directing them to a Facebook event page, where they can respond to the invite and learn about the two programs and what materials they need to bring

o Mailer Flyer Include promotional information about Head Start and ECEAP and

details about the Preschool Registration Workshop Have three full-time staff spend one spring day passing out flyers

to front doors in communities with low enrollment rates and high poverty levels

Mail flyer to currently enrolled families and the current DSHS mailer list

o Registration Raffle

Hold online registration raffle to encourage families to apply/register

Intern will handle tracking of applicants Selection can be made in-office or during an event Different budgets allow for different gift card amounts Visa prepaid card will allow the winning family to spend award on

necessities or treats- whichever they need most

PLAN OF ACTION

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Track preschool registration in June and record the date that all classrooms are fully enrolled, whether before or after the goal of June 30 in order to measure the success of objective one.

Track the waitlist registration numbers into September. Record the date at which the waitlist reaches 30 students in order to measure success of objective two.

Conduct an identical survey to the one conducted by InFocus PR during the winter of 2017. The survey results will allow for measuring of objectives three and four.

EVALUATION

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Timeline

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Timeline key Registration event

Social media revamp Bus poster campaign

Media campaign Ice cream social event

March Advertise for college intern online through WWU Reserve venue for registration event Contact event sponsors and preschool teachers Select organization members to record radio, TV PSA’s

April Interview and select intern applicants Distribute event mini-flyer in low-income neighbors and through preschool programs Advertise event on Facebook, Twitter Distribute press release to local media Record radio, TV PSA’s Reserve late summer bus space for poster campaign

May Intern begins takeover of social media rebranding Intern outreach to families for photos, quotes Solicit RSVPs for registration event Place final requests for sponsors Distribute radio PSA’s to local stations

TIMELINE

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June Intern launches #myopportunity campaign using real families from preschool Send event press release to Bellingham Herald Hold registration event

July Work with intern to establish #myopportunity summer campaign Social media final registration push Begin #myopportunity values of preschool bus poster campaign Contact potential sponsors for ice cream social meet-and-greet Reserve park space for ice cream social meet-and-greet

August Shift social media focus to school preparedness Plan and promote outdoor ice cream social meet-and-greet event

September Hold ice cream social meet-and-greet first week of school

TIMELINE

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Budget

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Expense key Event space rental

Food, when not donated Print and ad space

Package 1: Pre-K Total print cost: $440 Total event cost: $113.6/40 attendees Total cost: $553.60 Central library, holds up to 106: $25/hour Pizza: $5/four attendees ($25/20 people)

Drinks: $2/eight attendees ($5/20 people) Plates: $5 for 200 (.50/20 people) Cups: $18 for 200 ($1.80/20 people) Mailer flyer: $105/500 laminated postcards Bus outside poster: $35/queen, $300 space(4 weeks)

Package 2: Kindergarten Total print cost: $1,100 ($600 without inside bus posters) Total event cost: $292 Total cost: $1,392 ($732 without inside bus posters) Bloedel pavilion, holds 40, $36/hour

Pizza: $5/four attendees ($25/20 people) Drinks: $2/eight attendees ($5/20 people) Fruit: $7/ 20 attendees ($7/20 people) Plates: $5 for 200 (.50/20 people) Cups: $18 for 200 ($1.80/20 people) Inside bus posters: $500/60 at UPS Mouse pads: $160/40 at Costco Bus outside poster: $35/queen, $300 space (4 weeks) Mailer flyer: $105/500 laminated postcards at UPS

Park space rental: $21-$25/hour, various locations Ice cream: $100/ice cream, toppings, cones or bowls

BUDGET

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Package 3: First grade Total print cost: $1,285 ($745 without inside bus posters) Total event cost: $380 Total cost: $1,665 ($1,165 without inside bus posters)

Rainier conference room, holds 35-40, $50/hour, free hot beverages Pizza: $5/four attendees ($25/20 people) Drinks: $2/eight attendees ($5/20 people) Fruit: $7/ 20 attendees ($7/20 people) Plates: $5 for 200 (.50/20 people) Cups: $18 for 200 ($1.80/20 people) Napkins: $3 for 200 (.30/20 people)

Inside bus posters: $500/60 at UPS Mouse pads: $160/40 at Costco Outside bus posters: $45 king, $475 space

Mailer flyer: $105/500 laminated postcards at UPS Park space rental: $21-$25/hour, various locations

BUDGET

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PR Materials

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Mailer Flyer

PRINT MATERIALS

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Bus Poster- Interior

PRINT MATERIALS

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Facebook Raffle Online Event Poster

PRINT MATERIALS

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Registration Workshop Press Release

PSAs

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Ice Cream Social Press Release

PSAs

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Radio PSA

PSAs

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Video PSA

PSAs

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Pitch Letter

PSAs

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Personnel

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Erik Swanson is a journalism senior in the public relations track with a Spanish concentration at Western Washington University. His coursework has given him opportunities to practice excellent public relations techniques including forming campaigns and accompanying materials for the Boys and Girls Club, the Associated Students Acts of Kindness Club and the Opportunity Council. His writing has been published in the Western Front Newspaper, Planet Magazine and Klipsun Magazine. Erik implemented his skills in an internship for The Jansen Art Center, which pushed him to be creative and thorough. Outside of his practice Erik enjoys camping, traveling and pursuing new experiences.

PERSONNEL

Courtney is a senior at Western pursuing a degree in journalism with an emphasis in public relations and a minor in sociology. While attending Western she has been published in The Western Front and Klipsun Magazine. Over the summer, Courtney spent three months interning for the communications director at the Snohomish County Sheriff’s Office where she was able to combine her love for public relations and law enforcement. Upon graduating this quarter, Courtney plans to search for a public affairs career in the Seattle area.

Sierra is a senior at Western pursuing a degree in journalism with an emphasis in public relations and a minor in Spanish language. Throughout her journalism career she’s been published in various outlets and earned national recognition in feature writing, which is her passion. Sierra has been the Communications Coordinator for the Associated Students at WWU since September, where she implemented the Ask the AS visibility and image campaign. Upon graduating this December, Sierra plans to begin a career in public relations in the San Francisco area. Outside of her work, Sierra international travel, community service projects and baking excessive amounts of cookies.

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In-depth Research

Appendices

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Executive Summary

striving for positive change both in the community and in the lives of the people it serves. Opening in 1965, the OC started as a group of volunteers and staff working out of a small corner of the Whatcom County Courthouse. The OC wants to create a campaign to improve recruiting practices to enroll families in low-income preschool programs including Head Start and ECEAP (Early Childhood Education and Assistance Program). The goal is to have all classrooms fully enrolled by the beginning of the school year and a waiting list in case families move or leave the program.

In order to determine the opinions and overall awareness of the community, InFocus PR conducted a convenience survey of 102 people in Bellingham.

The survey showed that nearly one-third of the Bellingham community has never heard of the OC and about 60 percent of the community believes that preschool is extremely important for children. The survey also showed that while most people receive information about nonprofits and community happenings by word of mouth, the next most popular source of information is through social media, followed by flyers and handouts. Methodology

In order to determine the best tactics for InFocus PR, we conducted a convenience survey of 102 people at two locations in Bellingham.

On Saturday, Jan. 30, Erik Swanson of InFocus PR surveyed at Big Lots on Birchwood Avenue from 10:30 a.m. to 12:30 p.m. He asked 46 people and 34 responded for a 74 percent response rate. This location was chosen because it is a discount store, so we predicted it would be a good place to locate people within a low-income demographic. This time was chosen because InFocus PR predicted that more of the working-class may be shopping on the weekend.

On Saturday, Jan. 30, Sierra Tyron of InFocus PR surveyed at Grocery Outlet on Ellis Street from 11:30 a.m. to 3 p.m. She asked 47 people and 33 responded for a 70 percent response rate. This location was chosen because it is a discount store and most likely has a higher population of low-income shoppers. This time was chosen because of InFocus PR’s prediction that more of the working-class may be shopping on the weekend.

RESEARCH PAPER

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On Sunday, Jan. 31, Courtney O’Keefe of InFocus PR surveyed at Grocery Outlet on Ellis Street from 1 p.m. to 2:30 p.m. She asked 20 people and 12 responded for a response rate of 60 percent. On Monday, Feb. 1, O’Keefe surveyed again at Grocery Outlet from 5 p.m. to 6:30 p.m. She asked 30 people and 22 responded for a response rate of 73.3 percent. This location was chosen because it is a discount store and most likely has a higher population of low-income shoppers. This time was chosen because of InFocus PR’s prediction that more of the working-class may be shopping on the weekends and weekday evenings.

In total, 143 people were asked to take the survey and 102 responded, for a response rate of 71.3 percent.

Respondents to the survey were fairly even between women (53%) and men (47%). Approximately one-fourth were aged 61+ (24%), followed by 41-50 (23%), 51-60 (20%), 18-25 (15%), 31-40 (14%) and 26-30 (5%). Nearly half of respondents were married (45%), followed by single (34%), previously married (13%) and committed, but unmarried (8%).

More than one-fourth of respondents had an income of $20,000 or less (28%), followed by $76,000 or higher (23%), $51,000- $75,000 (19%), $36,000- $50,000 (14%), $21,000- $35,000 (13%) and 3 percent preferred not to answer. More than one-third don’t have children (37%), while 39 percent have children aged 18 or older. Twenty-one percent have children between the ages 0-4, followed by children ages 10-13 (9%), 14- 17 (8%) and 5-9 (7%).

One survey creator source of error was for RQ7. This survey question asked respondents to select their primary motivation for enrolling their child in preschool. Many of the respondents selected two answers: “It prepares them for school” and “Is a source of childcare.” Therefore, by our surveys we know that these were the two most popular answers, but it’s not possible to identify which answer was the most popular because we had to select only one answer to enter into qualtrics.

Another possible source of error was our age demographic group 26-30. Since only 5 percent of respondents fell into this category, that demographic is not statistically valid and was not analyzed for any of the research questions. Findings RQ1: Do you use the services of any Whatcom County nonprofits? List all that apply:

More than three-fourths of respondents answered No- I don’t use any (77%),

while nearly one-fifth fell into the Yes- Other category (18%), followed by Yes- Food Bank (6%), Yes- Opportunity Council (4%) and Yes- Church services (1%). omen (83%) were more likely to say they don’t use any then men (69.5%). Older adults use nonprofits more with about one-third of 61+ (34.8%), followed by 51-60 (25%), 41-50 (21.7%), 31-40 (21.4%) and zero percent 18-25.

RESEARCH PAPER

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More than one-third of respondents with an income of $20,000 or less (30.8%), 51,000- $75,000 (22.2%), $36,000- $50,000 (21.4%). While less than one-tenth of respondents with an income of $76,000 or higher (8.7%) said they use a Whatcom County nonprofit.

The most popular nonprofit listed for those with an income of $20,000 or less was the food bank.

RQ2: Do you volunteer or donate to any nonprofits in Whatcom County? List all that apply:

More than half of respondents answered No- I don’t donate or volunteer

(56%), while nearly one-fourth fell into the Yes- Other category (24%), followed by Yes- Goodwill, Value Village, ARC or Salvation Army (15%), Yes- Church (7%), Yes- YMCA (2%), Yes- Animals as Natural Therapy (2%), Yes- Literary Council (1.01%), Yes- Humane Society (1.01%) and Yes- Food Bank (0%). More than half of those with an income of $76,000 or higher (60.87%) reported yes they volunteer or donate to a nonprofit in Whatcom County. The percentage of those who donate or volunteer gradually decreases with each lower income demographic.

Half of women (50%) reported they donate or volunteer at a nonprofit in Whatcom County, while only about one-third (36.9%) of male respondents said they do. Women were two times more likely to say church.

Older adults were more likely to volunteer or donate to a nonprofit. Age 51-60 had the most with 60 percent, followed by 41-50 (52.2%) and 61+ (43.48%). The age category 31-40 had just over one-fourth (28.56%) say they volunteer or donate, followed by 18-25 (13.33%).

More than half of those who are married (61.26%) reported they volunteer or donate compared to those who are single (20.59%). RQ3: If you answered yes to question 2, what was your primary motivation for contributing?

More than half of respondents who answered yes to RQ2 stated their primary

motivation for contributing was giving back to the community (55.88%), followed by I was raised to help others (20.59%), it’s the right thing to do (14.71%), karma (5.88%) and I’m involved (2.94%). This was true across most demographics.

Respondents who were single all said giving back to the community as their primary motivation for contributing, while most of those who were married said they were raised to help others.

RESEARCH PAPER

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Q4: Where do you get information about nonprofits and community happenings? Social media (Facebook, Twitter, etc); City of Bellingham website; The Bellingham Herald; Word of mouth; Flyer or other handout; Other: _________ (Check all that apply)

A majority of respondents said they get their information by word of mouth

(57%) social media (47%), flyer or handout (30%), other (22%), the Bellingham Herald (19%) and the City of Bellingham website (10%). The other (fill in the blank) category was primarily “radio” responses. This was true across most demographics.

Word of mouth was most popular from those with an income of $76,000 or higher (81.82%). That percentage gradually decreases with each lower income down to $20,000 or less (42.86%).

The Bellingham Herald was a response primarily from those age 61+ (30.43%) and 51-60 (30%), and decreased by more than half with the younger adults. Social media was the most popular answer for those age 18-25 (64.29%), followed by 41-50 (54.55%), 51-60 (50%) and 31-40 (28.57%).

More females (51.92%) said they get their information from social media compared to males (41.30%). More females (23.08%) also listed The Bellingham Herald as a source of information compared to males (15.22%). RQ5: How important is it for children to attend preschool? Extremely important; Somewhat important; Neutral; Unimportant; Extremely unimportant.

More than half of respondents said it is extremely important for children to

attend preschool (62.63%), followed by somewhat important (22.22%), neutral (12.12%), somewhat unimportant (2.02%) and extremely unimportant (1.01%). This was true across most demographics.

Younger respondents were more likely to say neutral (20%) and less likely to say extremely important (46%). Men (77%) were more neutral, compared to women (7%). RQ6: How did/do you care for children who aren’t in school yet? Daycare; Nanny; Relative or friend (unpaid); Preschool; Stay at home parent; Does not apply; Other: _______

RESEARCH PAPER

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Does not apply was the most popular response (70.45%). Followed by stay at

home parent (13.64%), preschool (7.95%), relative or friend- unpaid (4.55%), daycare (2.27%), nanny (1.14%) and other (0%). RQ7: If you plan to, currently enroll, or have enrolled your child in preschool, what were motivating factors? It prepares them for school; Is a source of childcare; Relative cost to other options; Healthcare; Other: ________

Of those who plan to, are currently or previously enrolled their child in

preschool, the most popular motivating factor was because it prepares them for school (74.6%), followed by other (12.7%), it is a source of childcare (7.94%), blank) category was primarily “socializing” responses. This was true across all demographics.

Many of the respondents selected two answers; “It prepares them for school”

and “Is a source of childcare.” Therefore, by our surveys we know that these were the two most popular answers, but it’s not possible to identify which answer was the most popular because we had a survey creator error that caused use to select only one answer to enter into qualtrics.

RQ8: If you didn’t enroll you child in preschool and/or don’t plan to do so, why not? Check all that apply: I don’t think preschool is important; Lack of transportation; Cost is too high; Timing conflicts; Other: _________

Of those respondents who didn’t and/or don’t plan to enroll their child in preschool, the most popular reason why was other (44%), followed by cost is too high (22.22%), I don’t think preschool is important (16.67%), timing conflicts (11.11%) and lack of transportation (5.56%). The other (fill in the blank) category was primarily “homeschool.” This was true across most demographics.

Men (42%) were more likely to list cost as a reason, compared to women (9%). RQ9: How much do you know about The Opportunity Council? I use their services; I am familiar with their organization; I have not heard of The Opportunity Council

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More than half of respondents said they are familiar with their organization

(56.12%). More than one-fourth said they have not heard of the OC (28.57%) and about 15 percent said they use their services (15.31%). This was true for most demographics.

A majority of younger adults 18-25 (93.33%) have not heard of the OC. Those without children had a higher percentage who had not heard of the OC (48.65%). More than one-fourth of adults 61+ (27.27%) use the OC services, followed by 51-60 (20%), 41-50 (13.04%), 31-40 (7.14%) and 18-25 (0%). Zero percent of respondents with an income of $76,000 or higher use their services. RQ10: How did you learn about The Opportunity Council? I haven’t heard of them; Website; Social media; Through another organization; Flyer or other handout; Other: _____

More than one-third of respondents said they learned about the OC by other (35.05%), followed by I haven’t heard of them (27.84%), through another organization (18.56%), social media (17.53%), flyer or other handout (13.4%), website (6.19%), knew an employee (4.12%). The other (fill in the blank) category was primarily “word of mouth.” This was true for most demographics.

More than one-fourth of those with an income of $76,000 or higher (26.09%)

learned about the OC through social media, compared to those with an income of $20,000 or less (11.11%). Concluding Interpretations

Based on the survey results, InFocus PR needs to design a campaign that increases the community’s overall awareness about the Opportunity Council, as well as educate the community to increase overall opinions on the importance of preschool.

With nearly one-third of the Bellingham community having never heard of the OC, the campaign needs to develop tactics that will specifically target the demographics of the audience who have not heard of the OC; this is largely people under the age of 31. People heard about the organization primarily through word of mouth, another organization, social media and flyers or other handouts. But this specific target audience, those under the age of 31, primarily received their information about nonprofits and community happenings through social media. Therefore, the OC may be able to benefit from planning and creating social media campaigns. Hiring a communications or public relations intern could be very beneficial for the OC to increase their social media presence.

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The next issue of increasing the community’s opinions regarding the

importance of preschool will be harder to tackle. The opinion that preschool is extremely important is consistently about 60 percent throughout all demographics. This means InFocus PR needs to use multiple outlets to communicate its message. Social media, flyers, partner organizations, radio, the Bellingham Herald and the OC’s website will all be crucial to reaching various demographics. Creating a campaign with preschool positive statistics, personal narratives, photos and videos of children will draw the attention of our viewers. Using ethos, pathos and logos the campaign needs to persuade and educate the Bellingham community.

In order to create a successful campaign on a low budget, the OC could benefit from an increase in volunteers and donations. According to this survey, adult women, age 51-60 with an income of $76,000 or higher are the most likely to volunteer or donate. By reaching out to this community the OC could have more volunteers to help distribute flyers, as well as create and plan preschool registration events.

Lastly, because the OC is interested in targeting a specific income demographic, InFocus PR needs to look at responses from people with an income of $20,000 or less. Sixty-four percent of those with an income of $20,000 or less do not use any Whatcom County nonprofits and about one-third have never heard of the OC. This income demographic is consistent with the others in the ways they get information about nonprofits and community happenings. It is also consistent with the overall 60 percent of the community saying that preschool is very important.

Of those with an income of $20,000 or less who are familiar with the OC primarily heard about them through another organization. Therefore, a way to reach this specific target demographic and also increase overall awareness of the OC throughout Bellingham is by partnering with other community nonprofits. The most popular responses for nonprofits respondents use or donate to other than the OC were the food bank, Department of Social and Health Services, Good Will, Value Village, ARC, Salvation Army and church services. By partnering or advertising with other nonprofits the OC can extend their entire community network and reach more low-income people.

In conclusion, the survey results show that InFocus PR needs to create a campaign to raise overall awareness of the OC, educate the community on the importance of preschool, and partner with other community nonprofits to reach a higher percentage of Bellingham’s low-income demographic. More research on the OC’s previous outreach tactics and social media campaigns will help to assess and create a new and successful campaign moving forward. After this campaign is completed, doing a follow-up survey in the same locations can be a tool to measure if the campaign was successful in increasing overall awareness of the OC and also increasing the community’s opinion regarding the importance of children attending preschool.

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RQ1: Do you use the services of any Whatcom County nonprofits? List all that apply: RQ2: Do you volunteer or donate to any nonprofits in Whatcom County? List all that apply: RQ3: If you answered yes to question 2, what was your primary motivation for contributing? RQ4: Where do you get information about nonprofits and community happenings?

☐ Social media (Facebook, Twitter, etc)

☐ City of Bellingham website

☐ The Bellingham Herald

☐ Word of mouth

☐ Flyer or other handout

☐ Other: __________________ RQ5: How important is it for children to attend preschool?

☐ Extremely important

☐ Somewhat important

☐ Neutral

☐ Unimportant

☐ Extremely unimportant RQ6: If you have children who aren’t in school yet, how are they cared for during the day?

☐ Daycare

☐ Nanny

☐ Relative or friend

☐ Preschool

☐ Stay at home parent

☐ Does not apply

☐ Other: ___________________

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RQ7: If you plan to, currently enroll, or have enrolled your child in preschool, what were motivating factors?

☐ It prepares them for school

☐ Is a source of childcare

☐ Relative cost to other options

☐ Healthcare

☐ Other: ____________________

RQ8: If you didn’t enroll your child in preschool and/or don’t plan to do so, why not? Check all that apply:

☐ I don’t think preschool is important

☐ Lack of transportation

☐ Cost is too high

☐ Timing conflicts

☐ Other: ___________________ RQ9: How much do you know about The Opportunity Council?

☐ I use their services

☐ I am familiar with their organization

☐ I have not heard of The Opportunity Council RQ10: How did you learn about The Opportunity Council?

☐ I haven’t heard of them

☐ Website

☐ Social media

☐ Through another organization

☐ Flyer or other handout

☐ Other: ____________________

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Bellingham Herald- Mark Owings, President

(360) 715-2211 Western Front- Brenna Visser, Editor in Chief

(360) 650-3162 westernfrontonline@gmail.com

Cascadia Weekly- Tim Johnson, Editor and Publisher

(360) 647-8200 editor@cascadiaweekly.com

KGMI- Don Kurtis, General Manager

(360) 734-9790 kgmi@kgmi.com

Whatcom Watch- Jennifer Karchmer, Managing Editor

(360) 734-6007 editor@whatcomwatch.org

KUGS 89.3 fm- Jordan Van Hoozer, AS KUGS Program Director: (360) 650-2995 kugs.program.director@wwu.edu Northwest Public Radio- Business office

(509) 335-6500 kerry_swanson@wsu.edu

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Opportunity Council College Communication Intern

Position: Communications and Web Intern Commitment: One to three quarters Hours: 15-25/week Pay: Unpaid Description: Communications and web intern will be in charge of all social media and web communications, including research and implementation of #myopportunity social media and bus poster campaign. Intern will also monitor all online media pertaining to The Opportunity Council, actively seek local media coverage, attend weekly meetings, and use social media to establish and maintain personal connections with followers. Other duties may include website maintenance, account establishment, assisting with organization events and video creation, depending on skillset. The Opportunity Council is willing to work with any student receiving college credit to establish a schedule that fulfills requirements and is flexible. Applicants must be receiving college credit to be considered for the internship. Required skills:

Strong written and oral communication skills Knowledge of social media content creation and engagement measurement Basic photography and videography knowledge Ability to write press releases, features stories, and other content Experience with Word and Excel Be a journalism, communications, or public relations major receiving credit

Application: Please deliver a cover letter, resume, application and three relevant examples of work, and references to 1111 Cornwall Ave., Bellingham WA 98225.

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The Opportunity Council College Communications and Web Intern

Personal information: Full name: ________________________________________ DOB: ____/____/________ Address: ______________________________________________________________________________________________ Email: ___________________________________________ Phone:_____________________ Education: School: __________________________________________________________ Class standing: _________________ Major: ___________________________________ Minor: __________________________ GPA: ___________ Relevant coursework: _____________________________________________________________________________ ________________________________________________________________________________________________________ References: Name: Relation: Phone: Email:

Availability 9-11am 11-1pm 1-3pm 3-5pm

Monday

Tuesday

Wed.

Thur.

Friday

*note: occasional weekend work may be required

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Three Tips for Success on Social Media

Facebook 1. Facebook is an amazing tool for sharing information, statistics and data. It is dangerous to try to form a post that is more than a short paragraph long. In order to be able to share information effectively, give the most relevant detail and provide a link to more information

EX. “This article by Education Leadership really made us here at the OC think about how our education system can be improved. ‘Public preschools should be built the same way we constructed our highway system: the same road available to all Americans, rich and poor.’”

2.People love visuals. If you include a photo or a video in your post people are more likely to engage with your post or share it. Having visually grabbing images is effective because people are likely to share it if they agree with whatever message it relays. If it is a video, keep it short and sweet. Videos of kids in Head Start or ECEAP can be particularly effective.

EX. “Are you coming to our registration workshop on June 7? Come get your child registered for preschool or simply come learn about our programs!”

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3. Invite people to participate and share. Engaging your audience on social media can help you gain followers and involve people who may be passive followers. By incentivizing them to share or like your post, you begin to form a relationship with your audience. Asking questions, starting a discussion or offering a reward for action are good ways to accomplish this.

EX. “We love telling stories about our preschool students. They are always surprising and inspiring us. Does your child surprise you sometimes?

Share a story about the way your child has taught you something about yourself recently and you can be entered to win a $10 gift card to CreativiTea!

Twitter 1. Earn followers by following other people/organizations. Twitter is a great platform for engaging other people directly. The way it is set up makes it very easy for users to re-follow your profile and re-post material. If other businesses in Bellingham start to repost the OC’s material, they are likely gain a much larger scope and increase exposure.

EX. Following the Bellingham Herald may lead them to re-follow the Opportunity Council and thereby increasing the likelihood that they cover something related to the OC in the future.

2. Use links. Since you only have 140 characters to grab someone browsing Twitter it is extremely useful to include links to further information. By providing a snippet to a larger issue you entice the reader to engage in it and potentially share or comment on the link.

EX. “This article by the Washington post states 2.5 million children go to sleep without a home of their own, each year. We want to help.” 3. Use Hashtags. The use of hashtags can be effective in helping people share posts and find their way to your profile. Developing a hashtag, or a few hashtags, can help the promotion of your event. You want it to be a memorable, catchy tag that comes to other users minds when they are posting material that is similar or specific to your post. Hashtags should be used to categorize daily posts. Those specific to events should be promoted before, during and after the event to maximize its reach. EX. “Just one week until our ECEAP and Head Start workshop! Come get help registering your preschooler. #familyOC #registerOC2016 #OCprek”

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$2,000- print $300- event $100- food for event Registration event:

Central library, holds up to 106: $25/hour Fairhaven library, holds 30-45: $20/hour Rainier conference room, holds 35-40, $50/hour, free coffee/tea/cocoa Bloedel pavilion, holds 40, $36/hour Pizza: $5/four attendees ($25/20 people) (Little Caesars) Drinks: $2/eight attendees ($5/20 people) (Winco) Fruit: $7/ 20 attendees ($7/20 people) (Winco) Plates: $5 for 200 (.50/20 people) (Walmart) Cups: $18 for 200 ($1.80/20 people) (Costco) Napkins: $3 for 200 (.30/20 people) (Walmart) Printed applications: free if printed in-house Mousepads: $4/family (Costco)

Food cost per 20 attendees: $39.60 when nothing is donated If pizza is donated: $14.60/20 people Bus posters: 60 laminated Print: $500/60 (UPS) Ad time: free Outside bus rates: Print: $35/queen $45/king (4 weeks) Ad time: $300/queen $475/king (4 weeks) Mini-flyers: Print cost: $105/500 laminated postcards (UPS) $295/500 ¼ page flyers (FedEx)

Registration raffle: $50-$75 Visa prepaid card Ice cream social meet-and-greet: Park space rental: $21-$25/hour, various locations (Parks and Recreation) Ice cream: $100/ice cream, toppings, cones or bowls (Fred Meyer) Inflatable play equipment: $25/piece with park rental (Parks and Recreation)

BUDGET BREAKDOWN