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

• Goalo For the Fifth Ward Enrichment Program team to be able

to develop a comprehensive communications plan that will increase awareness and increase donations

• Objectiveo To develop a strategic communications plan that will be

fully implemented within 6 months

3 Strategies

• Strategy 1o Increase Social Media Usage

• Strategy 2o Strengthen Existing Communication Tools

• Strategy 3o Increase Media Relations

Strategy 1: Social Media

• Key Publicso 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: Facebooko Update every weekday or special evento Pictures, shareable contento "Like" local community/charity/media pages

• Tactic 2: Twittero 15 tweets per week; linkso Follow community/charity/media userso Use “#HouNews”

• Tactic 3: YouTubeo Foundation video: heart of the organizationo Spotlight videos: bimonthly (6 per year)o [Candid] videos - activities, events

• Tactic 4: Create a Blogo Biweeklyo How-to, involve boys, eventso You as an expert: goes both ways (comment on other blogs)

Strategy 2: Communication Tools• Key Publics

o Existing Donorso Potential Publics

• Primary Messageo 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 Messageo Because of you we’ve come this far, we want you to

keep growing with uso We need your continued support in these areas…

Strategy 3: Media Relations

• Key Publicso Local Media

• Primary Messageo 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 Messageo We’re creating leaders to build a better community

Strategy 3: Media Relations

• Tactic 1: Create a FWEP Backgrounder Kito 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 Kito 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?