pr campaigns msch-r 429 · prominent; the blog and success stories are separate entities that...

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JESSICA ENSIGN, LAUREN FOX, CAITLIN HURWITZ,

SASHA APPELBAUM, LINDSEY FRANXMAN, MIA MASTANDREA,

SHUYAO JIANG, AND ALLISON MANISCALCO

PR CampaignsMSCH-R 429

created by:

SITUATION ANALYSIS 04

SWOT ANALYSIS 05

GOALS & OBJECTIVES 06

TACTICS 08

CALENDAR 10

BACKGROUND 12

KEY PUBLICS 13

REFERENCES 14

APPENDICES 15

TABLE OF CONTENTS

This report provides a summary of the work completed in R429: Public Relations Campaigns. The work completed was for our client Volunteers of Indiana (VOA). This campaign provided insight and content for the client while providing a realistic example of campaign work for the students.

Initially, the team researched VOA, collecting documents, looking up social media, corresponding with staff, and viewing their website. This helped lay a solid foundation for the rest of the campaign.

Next, the team spent time analyzing VOA and where there were areas for improvement. The team found that VOA’s social media was being used well but could be used even more efficiently. The blog was only being posted on about once a month and the team felt it could be utilized more. Initiatives were also put in place to help the public appearance of the new and upcoming facilities outside of Indianapolis.

The team identified VOA’s key publics and how they consume media. From this research, two major publics were defined for VOA: donors and volunteers. Analyzing the target publics was crucial in curating material for VOA and creating a campaign.

Through the campaign, there were many roadblocks and difficulties. This is common for most campaigns and taught the team how important research and analysis is. It was a great educational experience.

In conclusion, the team was able to curate social media, make formal recommendations, write press releases and create an informative video. VOA will be able to utilize these things past the campaign. This report highlights all of the work completed in this campaign. Including research, analysis, recommendations made, and the key publics.

EXECUTIVE SUMMARY

We are more than a nonprofit organization. We are a ministry of service that includes nearly 16,000 paid, professional employees dedicated to helping those

in need rebuild their lives and reach their full potential.

VOA MISSION STATEMENT

SITUATION ANALYSIS

After conducting extensive research, we have found that VOA provides family and social services all around the country. They are successful in positive changes in the lives of individuals and communities they serve. VOA has served Indiana since 1896, and they have grown to offer more services for individuals and communities in Indiana area. They offer behavioral health clinic through innovative, results-driven substance and mental health treatment via outpatient and inten-sive outpatient services. Individuals and communities who have additional and behavioral problems can learn how to break familiar cycles and begin to create the change they are looking for. VOA also offers financial supports, employment services and housing assis-tance for homeless veterans and adults with disabilities. VOA is also a residential addiction treatment center designed for mothers with or without children in their care who are in-volved with the Indiana Department of Child Services. VOA Indiana has many successful and effective programs designed to help the individu-als and communities. It is also a charitable organization reliant on support of its commu-nity. However, VOA lacks awareness and branding because it is not fully engaged in social media and could expand on educating its publics about their services and programs in Indiana region. Through our research, the official website of Volunteer of America could use a few updates: the blog could be utilized more frequently; press releases could be more prominent; the blog and success stories are separate entities that should be collaborated, etc. Engagement in the newsletters could be expanded on as well. We found that VOA was lacking in frequency of their media outreach. Increasing the frequency will help with awareness of VOA's mission. This is applicable in terms of the blog, social media, website and print media. VOA could improve post times and content. For example, most of the posts are during the work hours, so readers may not have time to check the posts. If VOA Indiana chooses to post their information before 9 A.M or after 5 P.M, posts reactions should increase due to availability. The brand awareness should im-prove as this evolves. Although VOA is active on social media and responses, they could improve in interacting with the public through social media. In the addition, VOA Indiana does not have many followers in their social media account. There are a number of irrel-evant followers who do not have a direct relationship with the organization. Moreover, the research shows that VOA Indiana does not have a good relationship with Winchester. Winchester is a small town in Indiana and there are not many residents who are aware of the services that VOA do. Around the end of 2017, Winchester House, which modeled after the Fresh Start Recovery Center, will be open. However, since the an-nouncement in February, there are many backlashes because the Winchester House will be open in the residential area. According to the surveys, some residents complained about

Phone : (317) 586-7837

PROPOSALI N E S S E N T I A L

Page 04

VOA Fresh Start Final Plan Book

the location of Winchester House because it would affect residents’ daily life. Others think the decision of opening Winchester House made by government ignored their feeling about how residents’ tax dollars being used. In the addition, there were arguments about where the funding for the Rehab Center in Winchester is going to come from. Although there are many bad responses since then, the results of residents’ support split into 50/50 because there are still some residents think it will be an opportunity to deal with the drug abuses problems. Unfortunately, our efforts would be a delay because of the delicacy of the sensi-tive situation. We hope the Winchester problem can be solved in the future. The VOA has a better relationship with Columbus, however, the relationship should be maintained for fu-ture services and communication. The action should be taken to maintaining the relation-ship between VOA and Columbus in order to pretend the same thing happen on Columbus as on Winchester. Overall, we think after VOA Indiana increases their awareness either online or offline through the Indiana, relationship with Winchester and one with Columbus would be great-ly reinforced and strengthened.

SWOT ANALYSIS

- VOA Indiana could be better branded--not well known in the Indianapolis area

- Lacks social media followers and engagement

- Blog is only updated once every few months

Opportunities

- Provides stability for community members in need

- Charitable organization worthy of support

- Provides necessary community services to the area.

.

Strengths

- Other communities are wary of and confused by VOA’s mission.

- Social media attacks

- Most of the money that funds the organization comes from donations. There are thousands of organizations for people to donate to, and thus, multiple competitors.

- Family-friendly and community expert image through social media branding

- Building community alliances and expanding donor involvement

- Expanding event planning to educate the community

Expose the community to success stories so people can understand the benefits of having this organization nearby.

Threats

Weaknesses

Email : [email protected]

PROPOSAL I N E S S E N T I A L

Page 05

GOALS AND OBJECTIVES

1. Improve social media posts and activity i. Posting more frequently and at more ideal times of the day

1. Review analytics on social accounts for peak times

ii. Having themed days for specific posts to streamline social media activity to recognize specific segments of the organization

iii. Increase number of followers on all social media by 20% by 1/1/2018

iv. Increase number of likes on Instagram posts to an average of 45 by 1/1/2018

v. Improve Instagram based off of the success on the Twitter account

vi. Change content posted on different platforms (Specifically Twitter and Facebook)

2. Increase blog activation and readership i. Creating a gallery with Fresh Start photos

2. Slideshows

ii. Posting once a week

iii. Sharing posts on other platforms

iv. Moving the success stories to blog section of the website

v. Interviewing staff

Phone : (317) 586-7837


Page 06


3. Repair and mantain relations in Winchester and ColumbusFact sheet/Educational mailer (women with children recovery success rate)

Holiday event/gift drive for Winchester

i. Guest speakers of Fresh Start staff and testimonials

ii. Attendants donate gifts

iii. Cookie decorating

iv. Invitations (Facebook page event to RSVP)

v. Find venue

vi. Projected to have 100 people in attendance (including staff and residents)

vii. Have Fresh Start families bake cookies for event

Back to school drive for Columbus or clothing drive

i. Set up bins at stores/businesses that allow it for donations

ii. Rent donation bins for around town 24/7 access

iii. Small plastic change bins at registers of stores



Page 07

TACTICS

1. Encourage engagement and drive interest in newsletter

a. Create a more prominent “Sign Up” button near the top of the page

2. Increase blog and news updates

a. Post a new blog post about twice a month

1. Engage more Facebook likes on the page and posts

a. Currently only 940 people like the VOA Facebook page—have everyone on the marketing team invite their Facebook friends to like the page.

b. Aim for 500 more likes to the Facebook page by March (6 month plan).

2. Participate in conversation

a. Like other Facebook pages similar to VOA and comment on their content.

b. Share directly from the pages of employees and Fresh Start participants if relevant

c. Continue to tag relevant people

3. When to post and how to post

a. Now there are only posts at 8:55pm, and there’s likely to be a large demographic of people who are on Facebook who aren’t available to be online at that time.

b. Post at consistently but mix up timing each day.

c. Once you try several different times, check in Facebook analytics to see what times

have most views/likes/comments.

d. Try to post often with interesting information in the text.

e. Post 1-2 times a day

4. Join Relevant Groups

a. Join Facebook groups with similar volunteer initiatives

5. More on Fresh Start

a. Post about most relevant, new or prioritized programs more frequently

b. Utilize Facebook as an “education tool” to inform public on specific offerings and general opioid crisis in America

VOA Website Updates

VOA Indiana Facebook Initiative

Phone : (317) 586-7837


Page 08


Increase following by interacting and follow similar accounts

a. Currently only have 657 followers and follow only 153 accounts

b. Post on other social media such as blogs/Facebook to go follow the Instagram

c. Aim for 1000 followers and 1000 accounts followed by March (6 month plan)

Reach out to other organizations to have them post support about Fresh Start

Right now there are a lot of quotes which are good for keeping content flowing but maybe post more about events and plans VOA has

Use social media as outlet to gain attention and attract volunteers

a. Maximize posts about specific offerings and benefits of VOA programs

1. Increase quantity and quality of posts

a. Consolidate posts to be about a specific topic a day

b. Consider live tweeting special events (i.e. Veteran Resource Fair, etc)

c. Post AT LEAST 5 TIMES A DAY

d. Post quotes from VOA Program participants

e. MORE ABOUT FRESH START

2. Improve follower base and increase engagement

a. Unfollow any users who do not have direct relationship with VOA Indiana programs

b. Post more relevant links to events, similar programs, news stories, etc.

VOA Indiana Instagram Initiative

VOA Indiana Twitter Initiative



Page 09

CALENDAR

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Phone : (317) 586-7837



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BACKGROUND RESEARCH VOA Indiana is one of many chapters of the nationwide, nonprofit organi-zation, VOA. The headquarters of this particular chapter in located in Indianap-olis, Indiana. Each chapter provides services that are locally designed to address specific community needs. VOA of Indiana provides therapy, addiction treat-ment, job placement, rehabilitation, and reentry programs to individuals and families affected by incarceration, homeless veterans, those dealing with chronic addiction, and the elderly. The company’s vision is, “a world where all people live in safety with social, emotional and physical well-being, justice, and hope.” Furthermore, their mission is to provide a plethora of life-changing programs to the most vulnerable and under-derserved people with the hope of enhancing physical, psychological, emotional, and intellectual needs of said individuals so that that they have an opportunity to reach their full potential. VOA of Indiana stresses four primary areas of service: clinical services, senior housing, home-less veteran services (shelters), and re-entry services/corrections. Under clini-cal services, VOA runs a program called Fresh Start. Fresh Start has helped 130 mothers and counting to this day. The program is focused primarily on helping mothers involved in the Department of Child Services recover from opioid, heroin, and other drug abuse while maintaining healthy children. Fresh Start allows mothers and their children to remain together while the mother receives treatment for her addiction. More specifically, the program allows mothers to have up to two of their children ages five and under to live with their mother while she undergoes treatment, which consists of two phases. Phase 1 is a 21 day program that consists of acute stabilization, treatment, and life skills train-ing. After the first phase participants have the option to continue on through Phase 2. Phase 2 can last up to 54 days after completing Phase 1 and focuses on sobriety maintenance, treatment, and advanced life skills training. Referrals for this program must come from the client’s Family Case Manager and requires $0 out of pocket. Fresh Start has a successful discharge rate of about 60%.

Phone : (317) 586-7837



RESEARCH ON KEY PUBLICS

RESEARCH ON KEY PUBLICS & THEIR MEDIA USE

Broadly speaking, our key publics for this campaign are individuals who are motivated in bettering their community, interested in philanthropic efforts, or community members where the rehab facility is located. It is also true that our key publics are most likely people who have an emotional or personal tie to drug addiction -- this philanthropic effort, thus making them more inclined to be donors or volunteers of the program. With that being said the people that we believe must be targeted for this campaign are essentially people who will either donate to or volunteer for Fresh Start. After continuous research, we have found that our likely demographic for donors are people with an education level of college graduate or higher, are about 55 years and plus in age, are homeowners, and have a median income of $96,886. It is also evident that their employment level is management and pro-fessional and, lastly, live in suburban areas for the most part. Furthermore, we researched the demographic for volunteers, which we found to be much different than that of the donors. We defined the key public of volunteers as having some or more college experience, are typically renters, without kids, anything less than 45 years old, are highly experienced with technology, live in metro areas, and have a relatively low income of about $22,454. Overall, this primary research helped to develop a strong understanding of the publics we targeted. The secondary research we conducted was research on the media outlets to reach these niche markets.

Our key publics as explained above are individuals who are motivated in bettering their community, interested in philanthropic efforts, those who are in need of community sup-port and community members where rehab facilities are located. In order to successfully target our key publics, we did secondary research on different media outlets. The media that we used to reach our key publics ranged from small-town newspapers to social media platforms. Our general media platforms to spread the word about Fresh Start across Indi-ana were mainly our social media efforts. We did extensive research on social media outlets to determine which platforms are best to reach our key publics. LinkedIn was used for tar-geting those interested in philanthropic and volunteer efforts. Facebook was great for high-lighting events and reaching communities. Also, Facebook helped us reach consumers of all ages. Twitter was used for VOA updates and posting about events.Though we didn't get to work much on Winchester we did research the media outlets.To reach our key audiences in Winchester we would have used the Winchester News-Gazette, TV3 Winchester, Star 98.3 Winchester radio, along with flyers and social media. We didn't get to touch much on Co-lumbus wither but the media we were planning to use was The Republic, QMIX Columbus Radio, along with flyers and social media. Overall, our research on the media outlets helped our team to understand the motivations of our key publics. This research revealed an area of opportunity that will enhance the effectiveness of the campaign.



REFERENCES

VOA - Indiana https://www.voain.org

VOA - https://www.voa.org

VOA - Fresh Start https://www.voain.org/recovery-center

The Winchester News Gazette http://www.winchesternewsgazette.com

The Republic (Columbus Newspaper) http://www.therepublic.com/contact/

Phone : (317) 586-7837



i. Scholarly Addiction Content Calendar

ii. Press Release

iii. Holiday Party

APPENDICES



News Links about opioid crisis

Facebook: “What’s more, our goals for the state’s future success — a more diverse, vibrant economy and a better-prepared workforce — are seriously threatened by this opioid epidemic.”

Find out what Governor Holcomb thinks about the opioid crisis in Indiana, and what he intends to do about it, here:https://www.indystar.com/story/news/2017/09/30/gov-holcomb-opioid-opioids-opioid-addiction-opioid-epidemic-opioid-withdrawal-opioid-overdose-pain-p/716337001/

Twitter: Indiana’s future success is seriously threatened by the opioid epidemic...find out more what Gov. Holcomb intends to do about it here: https://www.indystar.com/story/news/2017/09/30/gov-holcomb-opioid-opioids-opioid-addiction-opioid-epidemic-opioid-withdrawal-opioid-overdose-pain-p/716337001/

“There has been a 500 percent increase in deaths related to drug poisoning since 1999”https://www.indystar.com/story/news/2017/09/24/state-addiction-confronting-indianas-opioid-crisis/689648001/

“Next Level Recovery is a new website and resource to help Hoosiers battle drug addiction. Link found here”http://fox59.com/2017/10/04/indiana-launches-new-website-to-fight-opioid-epidemic/

Facebook: Indiana officials are armed with a new tool to combat the opioid crisis: information. Find out more about the databases and online tools being used to fight addiction in the state:https://www.wired.com/story/indiana-reeling-from-opioid-crisis-arms-officials-with-data/

Twitter: Indiana officials are fighting opioids with a new tool: information. Find out more here: https://www.wired.com/story/indiana-reeling-from-opioid-crisis-arms-officials-with-data/

Facebook: “Hoosiers are more likely to die from an overdose than a car crash.” Indiana University is donating $50 million over the next five years to prevent and reduce addiction.https://www.wthr.com/article/indiana-university-commits-50-million-to-fight-opioid-epidemic

Twitter: Find out how IU is combatting the Indiana opioid crisis: https://www.wthr.com/article/indiana-university-commits-50-million-to-fight-opioid-epi-demic

Facebook: An Indiana resident is now more likely to die from a drug overdose than a car crash. Learn more about the state of addiction in Indiana, all from Governor Holcomb, here: http://www.foxnews.com/opinion/2017/10/25/indianas-full-court-press-to-fight-opioid-addiction.html

Twitter: An Indiana resident is now more likely to die from a drug overdose than a car crash. Learn more: http://www.foxnews.com/opinion/2017/10/25/indi-anas-full-court-press-to-fight-opioid-addiction.html

Facebook: Experts’ theories on addiction may be changing as they learn more information on how the human brain works. Learn more about the truth behind addiction here: https://www.psychologytoday.com/articles/199409/addiction-whole-new-view

Twitter: What we know about addiction is constantly changing! Learn more here: https://www.psychologytoday.com/articles/199409/addiction-whole-new-view

Facebook: The opioid epidemic in America is now a national health emergency...but what is our government doing to combat the issue? You can learn more about what the federal government is doing to solve the issue here: https://www.drugabuse.gov/about-nida/legislative-activities/testimony-to-congress/2016/what-federal-government-doing-to-combat-opioid-abuse-epidemic

Twitter: What is the federal government doing to fix the opioid crisis? Learn more here: https://www.drugabuse.gov/about-nida/legislative-activities/testimony-to-congress/2016/what-federal-government-doing-to-combat-opioid-abuse-epidemic

SCHOLARLY ADDICTION CONTENT CALENDAR

Phone : (317) 586-7837

PROPOSALI N E S S E N T I A L VOA Fresh Start Final Plan Book

Page i

PRESS RELEASEContact: Jessica Ensign Cell Phone: (317) 586-7837Email: [email protected] FOR IMMEDIATE RELEASE FRESH START RELIEF PROGRAM HELPS ALLEVIATE DRUG CRISIS, PROVIDES NEW ROOMS AND CARE FOR MOTHERS AND CHILDREN IN NEED The Fresh Start Program in Indianapolis has opened up 15 new bedrooms to house mothers and their children battling addic-tion. Indianapolis, IN Oct., 2017 - Volunteers of America, Indiana is committed to programs supporting reform and rehabilitation to help affected citizens. Now, they’re doing more to combat the opioid and drug epidemic in Indiana (and America) by opening up 15 new bedrooms in their Fresh Start program to mothers struggling with addiction and their children, doubling the capac-ity of their facility. The Fresh Start program in Indianapolis is an organization designed to house and rehabilitate mothers suffering from addiction so that they can better take care of their children or regain custody of children they’ve lost. Fresh Start is specifically dedicated to helping mothers who are involved with the Indiana Department of Child Services. This program offers medical and behavioral reform to mothers living with their children or pregnant in the facility to get them back on their feet. So far, the program has a 61%(?) success rate in rehabilitation, and a 100% success rate in delivering babies with no drug dependencies. Since President Trump’s declaration that the American opioid crisis as a national health emergency, Fresh Start’s efforts to battle addiction are more relevant than ever. The addition of new bedrooms in the Fresh Start facility allows mothers and their children the ability to pursue a better life and change the stigma. Olivia Parker and her three children are a few of the many families that have benefitted from the Fresh Start recovery program. After completing her incarceration sentence, Parker dedicated the next few months to turning her life around from drugs and regaining custody of her children. Parker says that Fresh Start’s treatments and group therapy sessions, as well as supervised visitation with her children, motivated her to improve her life and habits. “We learned to acknowledge our feelings instead of hiding them by using drugs,” said Parker. “We felt like real, normal people because of [Fresh Start].” And Fresh Start’s inclusion of 15 more beds allows more mothers and families to experience this kind of success and improvement. By providing this service, Volunteers of America’s Indiana Chapter is doing its part to improve lives in Indiana. ###More information about the Fresh Start Recovery Center is available at https://www.voain.org/recovery-center. Or, please con-tact Jessica Ensign at (317) 586-7837 or [email protected].



Page ii

OPEN HOUSE EVENT

The open house is planned to take place after the New Year at Fresh Start in Indianapolis. The event will be around February so there will be Valentines to make with the mothers and children of Fresh Start for whoever. There will also be a few speakers from staff members, the OBGYN, and also residents. Soft drinks and cookies will be provided. The open house will occur for two hours twice that day to alleviate overflow of guests due to limited space. One in the early afternoon and one in the later afternoon.

Marketing efforts will consist of flyers hanging around downtown Indy, a public Facebook RSVP to have an idea of the amount of people coming, and personalized invites to past and current VOA supporters.

Phone : (317) 586-7837

PROPOSALI N E S S E N T I A L VOA Fresh Start Final Plan Book

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