“C.O.M.E. to the Rescue” Shalyn Ming, Laurie Ann Orlando, Priscilla Smith

Research Situation Analysis ◦ Issue History and Background  New facility needed  More funding needed ◦ Previous Communication Plans  School Supplies Program  Christmas Gift Voucher Program  College Scholarship  Newspaper Articles and Brochure s ◦ Primary Research Results  Primary Public  Donate to both national and local charities  Will donate if they know the charity and if the charity is trustworthy  Will participate in charity events  Divided opinion on donating physical or monetary items  Secondary Public A  Will support well known charities  Prefer to donate money over physical donations  Will encourage customers to donate  Secondary Public B  Regularly support charities  Encourage members to donate time and money  Usually can donate time over money ◦ Relevant Secondary Research “C.O.M.E. to the Rescue”

Research Key Publics ◦ Primary Public  Huntsville residents with a household income of or above $36, 000 who live in the Southwest region of Huntsville ◦ Secondary Public A  Businesses in Huntsville that influence the primary public ◦ Secondary Public B  Churches in Huntsville that influence the primary public “C.O.M.E. to the Rescue”

Objectives Primary Public: ◦ To educate 25% of the Huntsville residents who have a household income of more than $36,000 about the financial needs of the C.O.M.E. organization by May ◦ To convince 15% of the Huntsville residents who have a household income of more than $36,000 to make monetary donations to the C.O.M.E. organization by December Secondary Public A: Businesses ◦ To educate 15% of the Huntsville business about the financial needs of the C.O.M.E. organization by May ◦ To convince 10% of the Huntsville businesses to encourage their customers to donate to the C.O.M.E. organization by December Secondary Public B: Churches ◦ To educate 15% of the Huntsville churches about the financial needs of the C.O.M.E. organization by May ◦ To convince 10% of the Huntsville churches to encourage their members to donate to the C.O.M.E. organization by December “C.O.M.E. to the Rescue”

Planning Tactics ◦ Informational Packets ◦ Informational Presentations ◦ Posters ◦ Inserts and Announcements ◦ Going Around to Churches ◦ Going Around to Businesses ◦ News Release ◦ Feature Story ◦ Dinner and Silent Auction “C.O.M.E. to the Rescue”

Planning Calendar Campaign will run from January 05, 2009 to August 24, 2009 ◦ February 2-6, 2009 Meet with businesses ◦ March 2-6, 2009 Meet with churches ◦ August 22, 2009Benefit Dinner & Silent Auction Budget Total: $4, ◦ Sponsorships Included “C.O.M.E. to the Rescue”

Evaluation Tactic Recommended Evaluation 1.Informational Packets1. Number of perforated survey response cards returned by mail 2. number of calls to the C.O.M.E. Center number about donations 3. Amount of money we collect through those calls 2. Informational Presentations 1. Responses on the survey questionnaire given to the presentation participants/audience 3. Feature Story 1. Number of copies of the Huntsville Item bought on the day that the feature story is running 4. Dinner and Silent Auction1. Number of people who buy tickets to the benefit 2. Number of people who actually attend the benefit and sign the guestbook as they enter 5. Poster1. Number of perforated cards with donation information that have been taken from the poster board display “C.O.M.E. to the Rescue”

Evaluation 6. Inserts and Announcements1. Number of programs that are taken home with the congregation of the selected churches 7. Going Around to Businesses1. The number of businesses that decide to donate/ advertise the C.O.M.E. Center in their establishments 8. Going Around to Churches1. The number of churches that decide to donate/ advertise the C.O.M.E. Center to their congregation 9. News Release1. Number of news releases written and sent to different media outlets 10. Overall Campaign Evaluation1. Amount of money raised through donations 2. The number of new donors “C.O.M.E. to the Rescue”