haam plan book

7/27/2019 HAAM Plan Book

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EXECUTIVE

summaryHealth Alliance for Austin Musiciansis an Austin based nonprotorganization that provides local

musicians with basic healthcareservices while focusing onprevention and wellness. FURR’sgoal for this semester longcampaign is to increase awareness,participation, donations andvolunteers among students at TheUniversity of Texas at Austin.

HAAM relies heavily on large

donations from businesses as wellas support from afliate serviceproviders, however, by increasestudent involvement HAAM canbring in more money to supportit’s cause and increase economicsupport. HAAM will engage withstudents by targeting them directlyon campus through guest speakersat various organizations on campusas well as communicating with

student greek chapters for possible

philanthropic donations or support.

The average age demographic for

college students at UT is betweenthe ages of 18-22 with a majoritybeing heavily active on socialmedia networks and obtainingnews and information online. HAAMwill increase online conversationswith their target emphasizing the#HAAM hashtag, writing intriguingblog entries, along with 30 secondvideo promotions to increase

awareness and curiosity.

Austin is a city that thrives on livemusic and music lovers are alwayssearching for the next free showthey can attend. HAAM will provideupdates and information aboutmusic events by reaching outto print, radio and other mediaoutlets across the UT campus. FURRwill provide media kits to student

newspapers and magazines to

promote the HAAM logo andkeep students well informed. FURRsuggests a public relations intern be

hired or partnering with Texas Tower PR to manage these efforts.

FURR believes this public relationsstrategy will help HAAM becomemore prevalent among studentsat UT and to get students thinkingmore about the musician behindthe music.



MEET THE

FURR PR TEAMElizabeth Rubio is a

junior public relationsand American studies

major at the Universityof Texas at Austin. Shewas recently elected asthe Financial Director for Communication Council.She also serves as anaccount associate for Texas Tower PR. Whatshe likes most about theAustin music scene is the

amazing opportunityto almost always haveaccess to wonderful livemusic performance.

Hugo Rojo is a sophomorepursuing a degree inpublic relations at the

University of Texas atAustin. Always up for agood time, he enjoysAustin’s diverse andusually cost-effectivemusic scene. Whennot soaking in the sunat ACL or performingpress duties at SXSWFilm, Hugo’s involved

in CommunicationCouncil, the College ofCommunication’s ofcialstudent governing body.He is also the Director of Texas Tower PR, theUniversity’s only student-run PR agency.

Lauryn Feil is a junior public relations major also pursuing the Business

Foundations Certicate.She loves all the musicfestivals Austin is home to.She always enjoys a liveperformance at any ofthe city’s lively restaurantsand bars. Laurynmaintains an activecampus life by being amember of Texas Lassos,

one of the University’s topfemale spirit groups. Asa member, she increasesmorale at sporting eventsand also volunteers her time with local Austincharities.

Courtney Ursery is a junior public relations major with a concentration

in francais. Her favoritecolors are black andblack. The only thing sheloves more than dogs islive music, which is whyshe loves Austin. She saysthat almost everywhereyou go in Austin onecan nd live music (anddogs). She also says that

the greatest thing aboutAustin is that there’ssomething for everyone.Look out for her at thenext live electronic show,she’ll be the one dancingin front with a braidwrapped around her head.



2

Situational AnalysisA bit about the alliance

and what they do for Austin

3 - 4

What We LearnedInterview, survey recapand feedback to guide us

5

Building A SWOTIdentifying your strengths,Weaknesses, opportunitiesand threats

6

AudienceWho are we talking to?Who are we trying to reach?

7

Goals + ObjectivesHere’s what we can dofor you. Let’s celebrateyour success.

8

Strategies + MessagesHere’s what we’re gonna sayand how we’re gonna say it

9

Tactics + ChannelsHere’s how we’ll makeHAAM’s voice differentfrom all the others

10

Show Me The GreenWe’re all about saving youmoney and bringing thebest options to the table

11

Save The DateWe lay out our strategic planmonth-by-month

12

EvaluationHere’s how we’ll measureour success



Austin is the “Live Music Capital ofthe World,” yet many professionalmusicians are self-employed andrarely have access to healthinsurance and cannot affordpreventive health care, includingprimary medical care, basicdental services and mental healthcounseling.

Health Alliance for Austin Musicians(HAAM) provides affordable healthcare access for Austin’s low-income,uninsured working musicians, with afocus on prevention and wellness.By resolving challenges such asneglected teeth, hearing loss, heartproblems and depression, HAAM andits partners help to improve musicians’

health.

SIMS Foundation provides access tonancial support for mental healthand addiction recovery servicesfor Austin-area musicians and their families.

Seton Healthcare Family providesprimary medical care throughSeton Community Health Centers,

established to offer health careand social services to working anduninsured families in Central Texas.

St. David’s Foundation in partnershipwith Capital Area Dental Foundationprovide a network of dentists whowork together to provide essentialdental care to people who need itthe most.

Estes Audiology Hearing Centers provides HAAM members withaffordable comprehensive testing,education and custom earplugs. Prevent Blindness Texas provideHAAM members with vision screeningservices and gift certicates for fulleye exams and glasses through theVSP Mobile Eyes Program.

2



WHAT WE

LEARNEDInterview + Primary ResearchHAAM has the potential to expandand improve their current public

relations and engagement plan.They successfully reach out tobusinesses for support and maintaingreat relationships with afliateservice providers. Since Austin is acollege town they want to focus ongetting the younger demographicinvolved.

Word of mouth is the primary sourceof charity awareness. HAAM wantsto get people talking, increasethe awareness of their missionand what they are doing to helpmembers of the community andthe Austin economy. CarolynSchwarz, executive director ofHAAM, expressed that she wants toengage the college community toget them thinking about the personbehind the music.

Raising awareness about HAAMBenet Day and how studentscan get involved is our campaign

focus. Consistently monitoringand updating social mediaforums such as Facebook, Twitter and Instagram can make HAAMcontent more relevant to collegestudents. As well as Reaching outto the student organizations thatdedicated their time to servingthe Austin community can alsoraise awareness and get studentsinvolved.

Survey + Feedback A survey was given to collegestudents asking on a scale of 1-10how likely they were to donate $1to HAAM, 1-3 being not likely, 4-7being maybe, 8-10 being very likely.Out of 46 respondents 41% saidthey might donate and 45% saidthey were very likely to donate.

The survey also asked what theywould need to know about HAAMbefore they felt ready to donate.

Majority said they would want toknow where their money wouldbe going. They’d like to see morestories about musicians who arebeneting from their donations or how many musicians in the cityare being helped and how bigof an impact HAAM is making ontheir lives. Other insights gatheredfrom the survey include informingcollege students about the bestway to donate, what eventsthey can attend to donate, andkeeping them informed about theservices HAAM is providing andhow musicians are served with their donations.

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SECONDARY

RESEARCHMore than two thirds of allcharitable donations in the U.S.come from individuals so it is

important to make efforts toengage with individuals whoare likely to donate to a causethey nd important. A majority ofdonors agree that is important tostay well-informed. This indicatesthat charities should take steps toensure that their donors are toldwhat proportion of donations goto benet people or the economy,what specic projects theorganization is involved in and thetype of projects they would like tobecome involved in. It is importantthat charities develop and maintainspaces on social networking sitessuch as Facebook, MySpace,Twitter, Flickr and even thebusiness networking site, LinkedIn.Encouraging current donors tocommunicate with charities could

serve to raise awareness of the

organization and foster brandtrust within those networks. Theemotional benet of donating is a

primary driver of giving, thereforevideos of how individuals are beinghelped can also be an effectiveand entertaining way to keepdonors informed. Combining videoswith statistics could also haveespecially high appeal to the well-educated donors that tend to givethe largest donations.

Source: Mintel, Charities of Choice

4



BUILDING YOUR

SWOT ANALYSISStrengths

Opportunities

Weaknesses

Threats

- Unique mission, stands out

- Local, relevant to Austin citizens

- Fun events- Easy to donate and contribute

- Small staff, not well-known

- Hard to volunteer for

- Nothing in place to reach out tocollege students

- Minimal media coverage and

advertising.

- Expanding social media to build

communities and get donors to

communicate to provide more

online buzz and word of mouth

conversations

- Targeting music lovers, targeting

students involved on campus

- Competition with other local

nonprots

- Austin hosts big nonprot events

every week, possibility that HAAM

could get lost in the clutter

5



WHO ARE OUR

AUDIENCES?Helping HandMeet Rachel. She is afreshman Alpha EpsilonPhi. She is from a smalltown in Texas but alreadyconsiders Austin her home. What she lovesmost about this greatcity – other than her sorority sister and UT-Austin sports programs

– is the live music scene.Rachel’s hometownlacked a variety of livemusic events, so shetakes advantage of the

fact that Austin is the“Live Music Capital ofthe World.” She lovesattending concerts withher sisters and wants tohelp implement more livemusic act on campus andat her sorority.

Loving LonghornThis is Corey. A senior incommunications, he’salso a Texas Wrangler member. He loves UT asmuch as he loves howgood the cowboy hatlooks on him. He never misses a football gameand would rather diethan give up his chest-painting role at basketballgames. He’s involved atthe university and spendsa lot of his free time oncampus. Despite Corey’s

spirit group persona,he has a giving heartand enjoys volunteeringaround the communitythat supports his belovedLonghorns. Corey donateshis time and parents’money to the causes hecares about most.

Benevolent Band MemberMeet Anna. She’s a senior and member of UT’sMusic and EntertainmentCommittee. She singsbackup vocals in a band.She has traveled theworld once and plansto do it again. She has afew tattoos from abroadand many pictures. She isenvironmentally consciousand started a recyclingproject on campus. Whenshe isn’t practicing or performing, Anna does

whatever she can nd inorder to pay the rent. Sheeven tries to spend her weekends giving singinglessons. But her primaryfocus is pursuing her musiccareer. She goes to barsto watch and supporther friends’ bands and isalways up for happy hour.

Supportive Music SceneBystander

This is James. He lovesbeing rst to the latesttrends and likes huntingfor new music. He isin school majoring inpolitical science andhopes to get a job in acity with a good musicscene. His friends praisehim for his great musictaste and always ask for mix CDs. James spendhis weekends at thechurch and helping

the less fortunate. Helikes seeing local artistsperform and often goesto big weekend festivalsduring his free time.Daniel is a sponge when itcomes to music. He takeseverything in and basks inwhat he thinks is the bestgift to mankind – music.

6



OUR GOALS AND

OBJECTIVESAwarenessWe plan to increase the awarenessabout HAAM amongst UT student

organizations by 25% within the nextyear. This will be done by increasingHAAM’s presence on social mediawebsites including Facebook,Twitter, and Instagram. FURR willwork with HAAM to incorporatea bi-weekly blog focusing on aparticular musician or any newsregarding the organization. We alsoplan to have representatives fromHAAM join a student organizationspeaker circuit to increaseawareness.

Representatives from HAAM wouldalso meet with Greek and spiritorganization to promote themselvesas a philanthropy opportunity.

Donations and VolunteersHAAM relies on monetary donationsfrom the Austin community.

After students become moreaware about what HAAM doesfor local musicians, they will feelmore motivated to make a smalldonation. If we increase awarenesswith the UT student organizationpopulation, we can expect that atleast a third to will make some sortof monetary donation. FURR alsowants to increase the number ofstudent volunteers for HAAM.

Volunteers would be able to assistHAAM during special events, butalso fullling daily public relationstasks, such as the suggested bi-weekly blog. Student organizationcould make volunteering for HAAMa philanthropy project that requiresmembers to participate.

ParticipationBenet Day is HAAM’s biggestevent of the year. It takes place

each year around the entire Austincommunity. Participating localcompanies donate 5% of the day’sproceeds to HAAM. Over 200musicians perform for freein Austin during a twenty-four hour period. Once students are madeaware of HAAM and know whatthey do for Austin musicians, theywill want to participate in the event.We plan to increase participationamongst UT students on Benet Dayby 25%.

By simply eating, shopping, and

enjoying live music, participating UT students will be helping providebetter health care services for local musicians.

7



STRATEGIES AND

MESSAGESEngage, activate college studentsat the University of Texas at AustinThis audience is active in the Austinmusic scene. They’re a hearty

portion of the Austin City LimitsFestival and SXSW experience.College students are also the mostpassionate audience for charities,philanthropies and nonprots.With participation in studentorganizations, most of them havealready been exposed to giving tothe greater good.

Let’s Keep The Music PlayingThe title of our plan book is also oneof the messages of our campaign.We believe that Health Alliance

for Austin Musicians keeps themusic playing in our beautiful city.Through this message we cansynergize our target audienceof college students with your organizations focus on wellness andprevention.

What will your dollar do?The number approach is the mosteffective when communicatingand establishing a relationship

with college students. They’re onthe go with social activities andmaintaining a full course load.Seeing the numbers and statisticsbehind HAAM’s success and pivotalrole in the city and music industrywill spark interest.

8



TACTICS AND

CHANNELSSocial Media CampaignsPartnering with the Dean ofStudents, University Unions and

other large student-oriented socialmedia accounts, we will promotethe organization through the#HAAM hashtag. This will generatebuzz around who they are as anonprot and created an AustinTwitter trend.

Speaker CircuitHAAMbassadors will visit studentorganizations to talk aboutvolunteer opportunities. Speakingopportunities allow HAAM toengage face-to-face with our target market and humanizesthe organization. This is also theideal setting for showing shortpromotional and informationalvideos.

Video PromotionsEffective videos are key in 21stcentury storytelling. 30-second

promotional videos featuringmusicians and stakeholderswill be produced as another communication channel. Bitsfrom events and shows can beincorporated into longer videosthat explain the organization’smission.

Strong Blog, Strong ResultsCohesive blog entries will synergizethe “What Will Your Dollar Do?”and “Keep the Music Playing”campaigns into a unied front.The public wants to know howthey can help HAAM and howtheir donations directly impact thequality of musician’s lives.

Ready, Set, Pitch!Reinforcing our commitment toeffectively communicating with

college students, we’ll be gettingHAAM’s name in print, radio andvideo media outlets across theUniversity of Texas at Austin’scampus. Press kits will be sent toThe Daily Texan, KUT, Texas StudentTelevision and its subsidiaries, TheHorn, Study Breaks Magazine,Orange Magazine and LonghornLife Magazine. Press kits will includea fact sheet on HAAM, a detailedcalendar with upcoming events, aUSB drive with high-quality photosand videos from events and a copyof the organization’s annual report.The materials will be brandedwith our client’s logo and heavilyfeature, incorporate and push our social media presence.

9



WHAT IS OUR

budget?

10

Scenario OneHire a public relations internto assist in communications

and engagement efforts. At acompetitive $9/hour salary, anintern can work two hours a day, for three days over a span of 17 weeks.This makes the overall allottedbudget for the intern’s payroll$1, 530.

Scenario TwoPartner with Texas Tower PR, theUniversity’s public relations agencyspecializing in nonprots. They usea $10 semesterly fee to cover their operational cost. The agency cancover nearly all of the itemizedgoals, strategies and objectivesdepicted in this planbook.

$ $ $



WHAT IS OUR

timeline?SeptemberStudents are back in school andfull of energy. An outlet for this

energy is extracurricular activities.HAAM will kick off its speak circuitby visiting the UT campus andengaging with students.

The press kit will begin to beassembled for an October distribution.

Blog editorial calendar is created

and lled with dates for the rest ofthe year.

OctoberSpeaker circuit continues and presskits are sent out. PR intern begins tofoster relationship between HAAMand media.

Student organizations are involvedin crafting a social media calendar

where periodic mentions of

HAAM will be scheduled. Thesewill span over several weeks,carrying HAAM’s Twitter presence

throughout the end of the year.

NovemberSpeaker circuit takes a break duringThanksgiving as students have aperiod of inactivity. Pitches aboutHAAM “giving back” to the generaland music communities are sent toniche media outlets. Holiday blogposts and social media content are

readied.

DecemberThis month concludes a successfultrial run of our blog editorialcalendar and we measure howeffective our entries where ingarnering readers. Holiday themedsocial media strategies areimplemented.

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12

HERE IS OUR

EVALUATION

Measuring SuccessWe will evaluate the effectiveness of our public relations plan by monitoring the quantitative increase in socialmedia interactions such as Facebook likes, Twitter retweets, replies and mentions. We will also analyze how wellwe implemented our plan based on the monetary gain HAAM experienced during the time in which we workedwith them. Furthermore, we will determine the success of our work by comparing the numbers from last year’sBenet Day to the attendance at this year’s events.

haam plan book

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