Situation Analysis

DCAP is in need of funding to continue services for the autistic children involved in the program.

DCAP lacks a comprehensive communication campaign that would provide the organization steady volunteers.

 The possible obstacles to my project are engaging parents to participate.

Goal Formulate a strategic plan that that helps increase donations for DC Autism Parents.

Measurable Objectives To create a and page by January 24.

To change the format of the DC Autism Parents website by January 24, to promote & .To have over 40 followers on and by February 24.

February 25 create a DCAP channel to use for soliciting donations.

Target Audience Primary Target

Publics Parents with autistic children in Parents with autistic children in

the D.C., Maryland and Virginia the D.C., Maryland and Virginia area.area.

Georgetown University Center for Georgetown University Center for Child & Human Development Child & Human Development research Assistants research Assistants

National Institute of Health National Institute of Health TraineesTrainees

Secondary Target Public

Volunteers in the D.C. Maryland and Volunteers in the D.C. Maryland and Virginia area.Virginia area.

Autism Society of America DC Chapter Autism Society of America DC Chapter

Empowered Parenting Empowered Parenting

Lollipop Kids FoundationLollipop Kids Foundation

Our Kids Our Kids

Arc of DC Inc.Arc of DC Inc.

Stakeholders

How to Reach our

Primary & Secondary

Publics?

NBC4FOX5 WUSA9ABC7

WTOP WNEW

DC Urban Mom and Dads Adventures in Autism A Parent in Silverspring Autism Community

YouTube

Key Messages

Reach

Primary & Secondary Publics!

“Where parents empower parents”

“Where children with autism

grow.”

“Where every child has a talent and a

future.”

Strategy A -Press Release “Mother of Autistic Son Sues DC School System & Starts Nonprofit Organization”

Strategy B-Press Release “DC Autism Buddies Programs Teach Independence”

Strategy C-Create a DC Autism Parents Facebook and Twitter page

Strategy D- Create a “DC Autism Parents” ChannelTactics

Registered DC autism parents through the YouTube Nonprofit program online video community. (Process takes 30 days)Temporarily set up through personal YouTube account.Subscribe to Autism Related YouTube Channels to build up potential publics and stakeholderCreated three promo videos using key messages to promote donating to DCAP:

-“Where parents empower parents”-“Where children with autism grow”- “Where every child has a talent and a future.”(Go to Kent State University personal website to see links)

Strategy E- DC Autism Parents Website Reformatted to promote Press Releases & Social Media Activity

Tactics Use homepage of DCAP as promotional tool for all organization events.Links leading to the FB and Twitter pages were placed at the top of the homepage.PDF files of press releases of various annual events were also listed on the homepage. Registered DCAP website to DC Cares for recruitment of Volunteers.Key message “where parents empower parents” is placed at the top of the webpage.

Timeline of PR Plan

January

Day 24 created Facebook & Twitter Day 24 created Facebook & Twitter Page.Page.

Day 24 changed the format of website Day 24 changed the format of website to promote donation efforts.to promote donation efforts.

February

Day 17 solicited local news reporters, news Day 17 solicited local news reporters, news focused radio stations with press releases of focused radio stations with press releases of founders story. founders story.

Day 11 secured a free event space for Day 11 secured a free event space for fundraiser in May. fundraiser in May.

Day 13 competed for a nonprofit sponsorship Day 13 competed for a nonprofit sponsorship by the Art. Inst. of Washington by creating a by the Art. Inst. of Washington by creating a press release on founders story press release on founders story

Day 19 targeted local and national Autism Day 19 targeted local and national Autism bloggers.bloggers.

Day 25 created a DCAP YouTube channel.Day 25 created a DCAP YouTube channel.

Budget

Production Costs: $0Production Costs: $0

-Craigslist’s posting for -Craigslist’s posting for communication communication volunteers.| Freevolunteers.| Free

-Press Release to local -Press Release to local news stations and news stations and News Radio stations News Radio stations | Free | Free

Production Production Costs: $0Costs: $0

-Radio PSA’s -Radio PSA’s promoting promoting buddies buddies program & program & donations.| Freedonations.| Free

-FB solicitations to -FB solicitations to reporters | Freereporters | Free

Print Advertisement

s

Broadcast Media

Online & Website

Advertising-Post upcoming DCAP -Post upcoming DCAP events on autism events on autism bloggers sites.| Freebloggers sites.| Free

-Press Releases of -Press Releases of upcoming events on upcoming events on DCAP website.| FreeDCAP website.| Free

-Changes to website| -Changes to website| FreeFree

-FB & Twitter -FB & Twitter volunteers Ads to volunteers Ads to George Mason Univ. George Mason Univ. and Trinity Univ. | and Trinity Univ. | FreeFree

New Media

- DC Autism DC Autism Parents Parents YouTube YouTube channel | Freechannel | Free

Web Hits on DC

Autism

Parents MONTHLY TOTAL HITS-December 569START OF PR CAMPAIGN- January 990 an increase of 34 hits per day.-February 24, there was a total of 807 hits for the month. With an average of 34 hits per-day the total for February is 977.VARIABLES: DAILY HITS PER-DAY IN FEBURARY SPIKED!February 19: 32-hitsFebruary 20: 31-hitsFebruary 21: 47-hitsFebruary 22: 54-hitsFebruary 23: 52-hitsFebruary 24: 74-hits

Results from

Managed to accomplish Managed to accomplish measurable objective of having measurable objective of having over 40-followers.over 40-followers.

Reaching over 300-people on a Reaching over 300-people on a weekly basis.weekly basis.

Prominent Publics & Possible Prominent Publics & Possible Stakeholders from Facebook Stakeholders from Facebook Fan Page:Fan Page:

M&L Special Needs Planning M&L Special Needs Planning PresidentPresident

Autism Teaching Strategies Autism Teaching Strategies PresidentPresident

Results from

Retweets from followers mentioning DCAP events and promoting Retweets from followers mentioning DCAP events and promoting services offered our constantly going up.services offered our constantly going up.

DCAP surpassed measurable goal of 40 followers with73.DCAP surpassed measurable goal of 40 followers with73.

Five DC residence followers are now in DCAP’s communication Five DC residence followers are now in DCAP’s communication database.database.

Prominent Publics & Possible Stakeholders from Twitter Fan Prominent Publics & Possible Stakeholders from Twitter Fan Page:Page:

Chief Science Officer of Autism Speaks Chief Science Officer of Autism Speaks

Inventor of the IPAD Close2HomeApp for children living with autism.Inventor of the IPAD Close2HomeApp for children living with autism.

Executive Vice President of Autism Speaks Executive Vice President of Autism Speaks

Examples of Successful Twitter

Interaction!

Connecting with Connecting with Followers!Followers!

Feedback from Feedback from our “Follow Back our “Follow Back Autism Week”!Autism Week”!

Local Publication

Coverage!

Stakeholders

Gained & Sponsorship

Lounge 201: agreed to Lounge 201: agreed to give DC Autism Parents give DC Autism Parents a free event space for a free event space for their 1their 1stst annual annual fundraiser. fundraiser.

The Art Institute of The Art Institute of Washington.Washington.

Blacq-Lux Studio’s Blacq-Lux Studio’s

Stakeholders GainedSponsorship for a fundraising event

Selected charity for a Selected charity for a fashion event on April fashion event on April 28, 2012. Expected to 28, 2012. Expected to receive $2,000 in receive $2,000 in donations.donations.