prevent blindness oklahoma campaign presentation: bello, byrd, dubois, otness

Prevent Blindness Oklahoma is a nonprofit organization established in 1965. Their primary focus is preserving sight and preventing blindness through vision screenings in schools.

Over the course of a semester. We worked to establish a public relations awareness campaign for Prevent Blindness Oklahoma.

An Analysis of the Situation

• “The best kept secret in town”

• Little communication between Prevent Blindness Oklahoma and target publics

• Vision for the future, but lacking in direction for implementation

• Little dialogic communication available through the website

An Analysis of the Organization

• Prevent Blindness Oklahoma operates under the radar. They want to be more well known in the community.

• They primarily serve children. Therefore, they hope to reach parents and teachers of these children.

• More communication channels between the publics and the organization are needed

Our PublicWe worked to build awareness of Prevent Blindness

Oklahoma among Oklahoma’s up and coming teachers.

An Analysis of the Publics

• Networking with others in the field is key

• Have your elevator speech ready to engage anyone with an interest in the organization

• Show the publics how your organization makes an impact, instead of just telling

• Because the website is the first point of contact for many potential publics, it must be kept up to date and engaging

Establishing Goals and Objectives

Formulating Action and Response Strategies

• Reputation management was the focuso To build interest, awareness and understanding of Prevent Blindness

Oklahoma

• Awareness objective o “To educate 20 percent of future Oklahoma teachers at the University

of Oklahoma about Prevent Blindness Oklahoma during their undergraduate education.”

• Position Prevent Blindness Oklahoma in the Norman community as a unique nonprofit offering vital services for the eye care of school aged students

Developing the Message Strategy

• Message Sourceo Spokesperson: Mike Moradi, Chairman of the Board

• Message Appealo Key message: Prevent Blindness Oklahoma makes a difference in the

vision of Oklahoma’s childreno Fear, love, and guilt appeal

• Verbal Communicationo Ambassadors for the organization

• Non-Verbal Communicationo Images and symbols online and on promotional materials

• “Our Vision is Vision”

Tactics

• “Visual elements of a strategic plan”• Interpersonal Tactics

o Opportunities to be face to face with the target audience through events, educational fairs and presentations

• Organizational mediao Produced by the organizationo Control the content, timing and presentation

• News mediao Provide credible information about the organization to an outside party

for distribution

• Advertising and promotional mediao Controlled media that can be published inside or outside the

organization

News Media

Mike Moradi

Social Media - Instagram

Organizational Media

Advertising and Promotional Media

Promotional Sunglasses

Prevent Blindness Oklahoma Program Ad

Interpersonal Event

Emily OtnessPublic Relations Nonprofit Studies

May 2014

The Team

Elizabeth ByrdPublic Relations

Enterprise Studies

December 2013

Jacqueline BelloPublic Relations

German

May 2014

Marissa DuBoisPublic Relations Enterprise Studies

May 2014