CARE Center Campaign Dr. Heflin PR Campaigns

Client Background  Campus Awareness, Resource & Empowerment Center est  Offers support to help students dealing with homelessness, food insecurity, and those who have been or are currently in foster care  Director: Marcy Stidum  Four main goals:  Serving as the single point of access for addressing many physiological and safety needs of homelessness and those at risk of becoming homeless students  Empowering students to meet their daily living needs  Engaging the KSU campus and surrounding communities in a stigma reduction campaign regarding homelessness of higher education students  Offering both on and off campus resources and service options to students

Client Background  “The Owl's Closet”- donation based program that provides food, clothing, toiletries, & other basic needs for KSU students  Partners with local consignment shops to fulfill clothing & shoe needs  Partners with the Staff Senate to operate a food pantry called Feed the Future that provides students who struggle to meet their basic food needs  Provides 2 need-based scholarships: The Homelessness Awareness 20/1/1 Endowed Scholarship & the Dr. Bruce Thomason Memorial Scholarship  No information available on the size of the organization

CARE Website Strengths  Easily accessible links to social media outlets on main page.  Easily accessible links to donate funds/items.  Easily accessible links to volunteer at the CARE Center.  List of eligibility and requirements for the CARE Center.  List of care items needed and locations of collection bins.  Information about scholarship resources.  In-depth Homelessness Awareness Week information. Weaknesses  Little partnership information.  Lack of pictures throughout the website.  CARE Center easily gets lost within the SSS website.

CARE Website Suggestions  Change the layout of the website to create a more modern look  Add a FAQ page  Add more visual elements to the website  Title listed organizations  Place general information about the Owl’s Closet on the front page  Re-do or do away with the hard to read campus map associated with collection bins  Move “Emergency Shelter” under a different tab, such as “Case Management”  Instead of “This Year’s HAW Schedule” Place Actual Year  Change the layout of the steering committee information because it looks copied and pasted  Add general outside information about Marcy Stidum.

CARE Facebook Strengths  The Facebook posts are equipped with minimal hashtags and links.  Posts of KSU CARE Events are made consistently throughout the school year.  Photos are posted to create visual aesthetics Weaknesses  More visual content needs to be posted.  The page has 351 total likes. The median for most KSU department or organization likes is  OSU Human Services Resource Center - a competing resource center - has 600+ likes. Suggestion  Become a more interactive Facebook page - Connect with the fans of the page

CARE Twitter Strengths  Thanking organizations and individuals for their donations  Many interesting news articles about homelessness Weaknesses  Only sent out six tweets leading up to “Homelessness Awareness Week 2014” which has the potential to be a big event  Most followers are other KSU organizations Suggestions  Become more interactive  If the event is on Facebook, it should be on Twitter  Look into HootSuite to plan out social media

CARE YouTube Strengths  There are no strengths that could be identified for this communication platform Weaknesses  The last video was posted 9 months ago  Subscriber Count: 0 Suggestions  Create social media contest that requires participants to subscribe to the YouTube channel

CARE Pinterest Facts  Only knew of its existence because of the link on Twitter  Only 8 boards  8 Followers, 1 following Suggestions  Make the board about the organization  Pin event pictures  Pin videos  Pin website info  Pin news articles

Human Services Resource Center Oregon State University  The Human Service Resource Center (HSRC) at Oregon State University is an organization that helps students suffering from food insecurity, homelessness and low-income issues.  Strength: FAQ page that allows students to gain more information on questions they may have without having to call and ask or when it is after hours.  Strength: Outside contacts for other issues students may experience outside of HRSC’s capabilities  What CARE Center can learn: Implement an FAQ page

NAEHCY  A professional organization that focuses on financial and legal avenues to help homeless or at-risk youths  Strength: Gives immediate information access through updates, podcasts, a helpline and helpful hyperlinks on the website  Strength: Social media focuses on user interaction  What CARE Center can learn: More interactive social media, in- depth information about financial avenues students can take, and organized hyperlinks

CARE and the Media  The CARE Center at KSU has been featured in multiple articles found online, however, many of the articles were only small blurbs about the help KSU has provided for students in need.  The articles that have the most comments and views are the ones that feature the students talking about their experience.  More articles like this would draw attention, but one can see how difficult it would be to get a student to talk about his or her experiences.

Analysis of Media Coverage " CARE Center at Kennesaw State”  52,400 results  None on the first few homepages had to do with the actual CARE center  No real news article besides KSU's website "Marcy Stidum CARE"  1 news article  Article dated November 27, 2014 from wabe.com and is a radio station website

Analysis of Media Coverage KSU Sentinel  Involvement in Homelessness Awareness Week  Partnered with Family Promise of Cobb County, Must Ministries, and The Center for Family Resources KSU Talon  Dated January 15, 2015  The founding of Homelessness Awareness Week and the sleep out scenario that students volunteer for

Strengths  1 st Strength: The CARE Center is the only organization on the campus of KSU that provides care for students who are homeless or are at risk of becoming homeless.  2 nd Strength: The CARE Center has a large platform of students to utilize for developing a strong social media presence on campus, and in the public.  3 rd Strength: The CARE Center offers two scholarships to KSU students.  4 th Strength: The CARE Center accepts donations from students and the public.  5 th Strength: The CARE Center has a large number of social media outlets that they already have set up.

Weaknesses  1 st Weakness: The CARE Center has several social media sites, but the social media sites are not well maintained.  2 nd Weakness: The amount of potential internships for the Center is much larger than what is being utilized.  3 rd Weakness: The availability of volunteers for the Center varies, making work inconsistent.  4 th Weakness: The CARE Center does have a website, but the flow of information on the site makes it confusing for visitors.  5 th Weakness: There are on campus partnerships that are not being used such as club or Greek life.

Opportunities  1 st Opportunity: Due to the rise in homelessness, there is increasing awareness of the issue of homeless students.  2 nd Opportunity: There is an increase in corporate social responsibility for businesses to donate to organizations such as the CARE Center.  3 rd Opportunity: There is an opportunity for students who have been helped by the CARE Center to become spokespersons for the Center.  4 th Opportunity: The Center could write grants to local and federal agencies to gain financial support from educational agencies  5 th Opportunity: Partnerships with student organizations such as Greek organizations can be essential to the Center’s success.

Threats  1 st Threat: The fact that The CARE Center offers case management to students in need could pose the integrity of the recipient as a potential threat to the Center’s reputation.  2 nd Threat: With donations being given from multiple sources, accountability of documentation is needed.  3 rd Threat: The CARE Center would be in jeopardy if a consistent amount of income is not made to support the services offered.  4 th Threat: Similar organizations in Kennesaw and other surrounding areas are a potential threat to the CARE Center.  5 th Threat: If people hold a negative opinion towards homelessness, this could pose as a threat because they wouldn’t be willing to donate or give their time to help.

Problem Statement The primary obstacle facing the CARE Center is the lack of student awareness. The majority of students at KSU are not knowledgeable of what the CARE Center has to offer. The main issues leading to the current situation of the CARE Center are the lack of clear and compelling messaging about its services and low visibility of its communication efforts.

Conclusion A resolution of these issues could help the CARE Center become more involved with the student body and create an organization that better meets their goals and the needs of students.

Key Publics - Primary  Students  Homeless students (active/inactive, internal/external)  KSU students who are not homeless (active/inactive, internal/external)  Student organizations (inactive, external)  Greek life  KSU athletics  Student government  Other organizations  Faculty & Staff (active/inactive, internal/external)  Donors (active/inactive, internal/external)  Corporate sponsors  Wealthy donors  Everyday donors

Key Publics - Secondary  Partners  Similar organizations (inactive, external)  Current community partners (active, internal)  Influencers  Social media thought leaders (inactive, external)  Traditional media (active/inactive, external)  Campus media (active/inactive, external)  Volunteers (active, internal)

Goal To increase awareness about the KSU CARE Center.

Objectives  To develop at least six new partnerships with student organizations, sponsors, donors or community organizations by August 31,  To create a sustainable network of volunteers, enabling the KSU CARE Center to have four people per volunteer opportunity by January 1,  To increase awareness about KSU CARE Center’s services among KSU students and staff by 100 percent by August 31,  To increase Facebook and Twitter followers among key publics by 100 percent by August 31,  To increase traffic to the KSU CARE Center website by 15 percent by August 31, 2016.

Key Message The KSU “Campus Awareness, Resource & Empowerment” (CARE) Center provides aid to homeless students or students in need. Through partnerships, donations and community support, our organization is able to provide clothing, food, temporary shelter, case management, and scholarship and employment opportunities. The KSU CARE Center feels no student should have to worry about finding a place to sleep or eat while pursuing a higher education. In addition to providing the basic essentials, the KSU CARE Center tends to the psychological needs of the homeless and students at-risk of becoming homeless. It is the KSU CARE Center’s mission to raise awareness, reduce stigma, and to be a leader for social justice and change by ending homelessness on the KSU campus. We provide assistance today for the leaders of tomorrow.

Tag Line Because we CARE.

Partnerships  Strategy Develop more partnerships on and off campus  Description The client should reach out to organizations on and off campus in order to gain more volunteers, donations and more recognition within the community. Reaching out to individual organizations, creating an ambassador program and having ready made materials for organizations to view are key to the organization's success.

Partnerships (cont.)  Objectives  To develop at least six new partnerships with student organizations, sponsors, donors, and community organizations by August 31,  To increase awareness about KSU CARE Center’s services among KSU students and staff by 100 percent by August 31, 2016.

Tactic 1: CARE Ambassador Program  August 1, August 31, 2016  Students in clubs or organizations around campus can get involved in the KSU CARE Center through an ambassador program.  Interested students can become CARE ambassadors within their organization and ensure that the KSU CARE Center is represented in various on-campus groups.  See prototype in folder

Tactic 2: Partner Contact  August 31, August 31, 2016  Create a list of potential partners who can help the KSU CARE Center become a familiar face in the Atlanta community, and create association among peer organizations.  Partnerships can increase visibility, donations, and the amount of volunteers among our community.  See prototype in folder

Partner Contact Prototype

Tactic 3: Partnership Presentation  August 1, 2015 – August 20, 2015  Use a PowerPoint Presentation to show what the KSU CARE Center does and how organizations can establish a partnership with them.  The PowerPoint will inform organizations and their members about its money flow and what the benefits are from helping the KSU CARE Center.  See prototype in folder

Tactic 4: Greek Life Presentation  August 1, 2015 – August 31, 2015  Present all possible partnering options to the Office of Fraternity and Sorority Life and the four fraternity and sorority councils.  These organizations can help out with many opportunities such as donating and volunteering.  By giving a presentation to each individual council and the office as a whole, we can reach out to a large audience on campus.  See prototype in folder

Tactic 5: Pitch Letters  August 14, August 31, 2015  A creative, but straight forward way to inform and engage the KSU CARE Center’s key publics.  Spreading awareness among student organizations, similar organizations, donors and sponsors can be achieved through the pitch letter’s personal, yet professional approach.  See prototypes in folder

Tactic 6: KSU Clothing Challenge  February 24, March 30, 2016  Gives faculty and staff a chance to be involved in the KSU CARE Center by participating in a CARE Center Closet Cleanout clothing drive.  The challenge allows for personal contributions, outreach to students, community partners and donors.  See prototype in folder

Tactic 7: Fact Sheet & Press Release  August 1, 2015 – August 12, 2015  Inform a broad spectrum of key publics about the needs and wants of the KSU CARE Center, while adding credibility to the organization through third party endorsements.  Create awareness and motivate our key publics (student organizations, potential sponsors, potential donors and similar organizations within the community) to act and get involved.  See prototypes in folder

Partnership Strategy Budget Tactic  Greek Life Presentation  Fact Sheet  Press Release  Ambassador Program  Pitch Letters  Clothing Drive  Partners Contact List  Presentation Cost $0 $100 $0 $785 $0 Total Cost: $885

Strategy 2: On-Campus Branding and Volunteer Recruitment  Description: The KSU CARE Center needs to raise awareness of its organization among staff and students. In order for the CARE Center to be successful it needs the school to be involved. There are several opportunities for the CARE Center to raise awareness such as brochures, recruitment booths, blasts and participating in student orientation.

Strategy 2: On-Campus Branding and Volunteer Recruitment  Objectives addressed:  To create a sustainable network of volunteers, enabling the KSU CARE Center to have four people per volunteer opportunity by January 1,  To increase awareness about the KSU CARE Center’s services among students and staff by 100 percent by August 31, 2016  To increase Facebook and Twitter followers among key publics by 100 percent by August 31,  To increase traffic to the KSU CARE website by 15 percent by August 31, 2016.

CARE Center Brochure  The CARE Center brochure gives a brief description of what the CARE Center does, the services it provides and how to get involved.  Helps create overall awareness and recruit volunteers  Promotes the website and social media  It will be distributed in front of The Commons during lunch hours.

CARE Recruitment Stand  During the fall and spring semesters, CARE will set up a recruitment stand for students to sign up to volunteer.  The stand will help increase awareness and volunteers because students will be able to get a visual of what CARE is about, and ask direct questions to current employees, interns, and/or volunteers.

Informative  Students can be easily updated on campus activities and organizations through their KSU .  The sample  Quick way to introduce the Center to students.  Summarizes what the Center does, how to donate and volunteer.  The content calendar  Gives the staff member an idea of what to write about for any given month.  Updates students on what is going on at the CARE Center or reminds students about what the organization needs.

Freshmen and Transfer Orientation PowerPoint  The CARE Center will participate in the student activities fair and breakout sessions during freshmen and transfer orientations in the Summer.  A PowerPoint will be used for the breakout session and promotion materials will be distributed during these times.

Press Release  A press release will help to spread word of the CARE Center and potentially bring in new volunteers.  Creating a press release is a vital tool and can tremendously help to promote the organization.  It will help improve the brand image of the KSU CARE Center by reaching out to specific organizations on campus, potential volunteers and potential future investors.

CARE Center Ambassador Presentation  Ambassadors will show a PowerPoint presentation about the CARE Center in various classrooms.  The PowerPoint will include information about the CARE Center and its various volunteer opportunities.  The presentation will help raise awareness and recruit volunteers.

Canned Food Drive Competition Blast  The CARE Center will implement a canned food drive competition to assist in raising awareness on campus and to raise inventory for the Owl’s Closet.  The announcing the canned food drive  Includes details and information about the canned food drive  Two reminders will be sent out after the initial

CARE Representative Positions Brochure  Representative Program  Will increase awareness of the CARE Center  Increase amount of volunteer participation and donations  Will speak to Greek Life chapters and other organizations  Will describe how and when to apply  Brochure  To be passed out at chapter meetings and around campus  Provides background information about the CARE Center  Covers who, what, when, where and why  Details the benefits of becoming a representative

Timeline  Informative (August 3, August 1, 2016)  Ambassador PowerPoint ( August 3, January 19, 2016)  CARE Center brochure (August 10, August 17, 2016)  Pitch for press release (September 1, 2015)  Representative position brochure (September 8, January 13, 2016)  CARE recruitment booth (September 9, March 14, 2016)  Canned food drive (October 1, November 9, 2015)  Orientation PowerPoint (May 30, June 1, 2015)

Budget  CARE Center brochure: $0 (black and white) $95.99 (color)  CARE Center recruitment booth: $0  Informative $0  Orientation PowerPoint: $0  Pitch for press release: $0  Ambassador PowerPoint: $0  Canned food drive blast: $0  Representative positions brochure: $0 (black and white) $95.99 (color)  TOTAL: $

Strategy 3: Improve Online Presence Description: Our team recommends the client regularly post engaging content on social media. This content can include relevant images, videos, blogs, and contests. For example, the client can have a “Photo of the Week” contest across all social media platforms where winners can win “swag bags” from one of your sponsors. Objectives Addressed:  To increase awareness about KSU CARE Center’s services among KSU students and staff by 100 percent by August 31,  To increase Facebook and Twitter followers among key publics by 100 percent by August 31,  To increase traffic to the KSU CARE website by 15 percent by August 31, 2016.

Social Media Campaign Flyer o Budget: $40.00 for 100 color copies (optional) o Prototype: Three different social media campaign flyers o Timeline: August 1, August 1, 2016

“Photo of the Week” Social Media Contest ○ Budget: $0 ○ Prototype: Contest rules and directions ○ Timeline: August 1, 2015 – August 1, 2016

Blog Content ○ Budget: $0 ○ Prototype: Blog Calendar: Creating monthly blog posts ○ Timeline: August 1, August 1, 2016

Social Media Scavenger Hunt ○ Budget: $361 ○ Prototype: Rules and instructions regarding the scavenger hunt ○ Timeline: August 1, October 10, 2015

Facebook Content Calendar ○ Budget: $0 ○ Prototype: Facebook content calendar of weekly posts ○ Timeline: August 1, August 1, 2016

Twitter Content Calendar ○ Budget: $0 ○ Prototype: Twitter content calendar of weekly tweets ○ Timeline: August 1, August 1, 2016

Microsite ○ Budget : $4.08 per month/ $48.96 per year (optional) ○ Prototype: Wix.com site that contains all the information for Homeless Awareness Week ○ Timeline: August 20, November 16, 2015

Evaluation: Objective 1  To develop at least six new partnerships with student organizations, sponsors, donors or community organizations by August 31,  To evaluate the success in meeting this objective, the client should review how many partnerships CARE has on August 31, The client can do this by reviewing how many organizations agreed to partnership with CARE through confirmation and voic s.  Evaluating the success of this objective can be achieved by contacting partnerships to confirm it. The client will then evaluate the current and future benefits of the partnership.

Evaluation: Objective 2  To create a sustainable network of volunteers, enabling the KSU CARE Center to have four people per volunteer opportunity by January 1,  To evaluate the success in meeting this objective, the client should create an log of students to come into the office to volunteer for CARE. If at least four people per volunteer opportunity are available by January 1, 2016, then the objective is considered successful.  The client should go through s to count how many students agreed to be a volunteer for CARE.

Evaluation: Objective 3  To increase awareness about KSU CARE Center’s services among KSU students and staff by 100 percent by August 31,  To evaluate the success in meeting this objective, the client should an active Survey Monkey link through the university system. The survey could potentially be comprised of yes or no questions with information about the CARE Center and homeless college population facts.  A potential measure of achievement could be recording the number of people who visit the CARE Center office on campus. Have the current intern record the number of visitors each day for a week and then recount after the campaign has ran to see if there is an increase in foot traffic to the office.

Evaluation: Objective 4  To increase Facebook and Twitter followers among key publics by 100 percent by August 31, 2016  To evaluate the success in meeting this objective, the client should create a social media campaign connecting the two social media platforms and its followers.  To measure the level of success before launching either proposed social media option the client should record the number of followers on Twitter and Facebook.

Evaluation: Objective 5  To increase traffic to the KSU CARE Center website by 15 percent by August 31,  To evaluate the success in meeting this objective, the client should have a hidden ticker to measure the traffic on the website  To evaluate the success in meeting this objective, the client should incorporate an interactive survey on the website. The question could change weekly and be a true or false question that allows users to interact.

THANK YOU!  Thank you for listening to and reviewing our presentation.  We hope you have enjoyed it!  Do you have any questions for us?