Fifth Ward Enrichment Program Campaign

1. Fifth Ward Enrichment Program Campaign … Join us on our journey to continue enriching young men’s lives We’ve come a long way, but we still have a long way to go… NedaHamidian| Lauren Rosenbaum |MarlyssaEbel | Yi Chou | Lauren Carter

2. Situation Analysis • The Fifth Ward Enrichment Program needs a strong communications plan in order to achieve the growth it desires

3. 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

4. Goal and Objective • Goal • For the Fifth Ward Enrichment Program team to be able to develop a comprehensive communications plan that will increase awareness and increase donations • Objective • To develop a strategic communications plan that will be fully implemented within 6 months

5. 3 Strategies • Strategy 1 • Increase Social Media Usage • Strategy 2 • Strengthen Existing Communication Tools • Strategy 3 • Increase Media Relations

6. Strategy 1: Social Media • Key Publics • All audiences • Primary Message • We’ve enabled the young men of yesterday to empower the men of tomorrow • Secondary Message • We’re building the local future leaders

7. Strategy 1: Social Media • Tactic 1: Facebook • Update every weekday or special event • Pictures, shareable content • "Like" local community/charity/media pages • Tactic 2: Twitter • 15 tweets per week; links • Follow community/charity/media users • Use “#HouNews” • Tactic 3: YouTube • Foundation video: heart of the organization • Spotlight videos: bimonthly (6 per year) • [Candid] videos - activities, events • Tactic 4: Create a Blog • Biweekly • How-to, involve boys, events • You as an expert: goes both ways (comment on other blogs)

8. Strategy 2: Communication Tools • Key Publics • Existing Donors • Potential Publics • Primary Message • 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 Message • Because of you we’ve come this far, we want you to keep growing with us • We need your continued support in these areas…

11. Strategy 3: Media Relations • Key Publics • Local Media • Primary Message • 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 Message • We’re creating leaders to build a better community

12. Strategy 3: Media Relations • Tactic 1: Create a FWEP Backgrounder Kit • 25 copies • 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 Kit • 25 copies • 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

13. Budget

14. Summary 3.) Media Relations 1.) Social Media 2.) Communication Tools

15. Questions?