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One University Parkway High Point, NC 27268 World Relief High Point Campaign Plan Insight Agency Allie Foard, Emily Meier, Matt Thistle, Victoria Dunster, Kristina Renner Spring 16

Campaign Plan

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Page 1: Campaign Plan

 

O n e   U n i v e r s i t y   P a r k w a y                                                                                                                                          H i g h   P o i n t ,   N C   2 7 2 6 8  

World  Relief  High  Point  Campaign  Plan  Insight  Agency  Allie  Foard,  Emily  Meier,  Matt  Thistle,  Victoria  Dunster,  Kristina  Renner  

Spring  16  

08  Fall  

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Table of Contents

Executive Summary ............................................................................... 3

Situation Analysis .............................................................................. 4-10

Primary Research ............................................................................ 10-17

Goals/Objectives and Target Audiences ....................................... 18-20

Key Messages ................................................................................... 21-27

Campaign Strategies ....................................................................... 27-34

References ............................................................................................. 35

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Executive Summary Our client, World Relief High Point, has called upon our team, Insight Agency, to create

a campaign that will expand awareness and increase volunteers in the High Point community.

World Relief High Point, a 501(c)(3) nonprofit organization, has been “empowering the

local church to serve the most vulnerable” in the city of High Point, North Carolina by

contributing to a variety of causes (ex. refugees, human trafficking) that ultimately “stand for the

vulnerable, while educating the community on the mission opportunities in their neighborhood”

(World Relief High Point, 2016). Our mission with this campaign is twofold: (1) to increase the

number of volunteers from the community and (2) to raise awareness in the local community

about World Relief High Point, its mission, vision, values, and it’s rich history of bettering the

High Point community.

Our team has developed one main goal with three objectives, as well as numerous

strategies and tactics to meet the organizations needs. Our first goal (Goal #1) is to expand

presence and gain brand recognition in the High Point community. The first objective is to

increase the number of volunteers by 30% before January 2017. Our second objective is to get

community members to become involved with the Community Garden and World Refugee Day.

Lastly, our third objective is to increase “likes” and followers by 25% on all social media

accounts by January 2017. Throughout the rest of this Campaign document, we have outlined

specific messages, tactics, and timelines in order to fully prepare the client to help them promote

and grow their organization.

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Situation Analysis

1. Organization Background

A refugee is the word used for a person that is forced to flee home due to persecution

based on race, religion, nationality, social group, or political opinion. Refugees have become a

growing concern in our society, with over 69,933 resettled in the United States in 2015

(Migration Policy Institute, 2016). With such a high number of refugees resettling in the United

States, the House of Representatives is beginning to make legislation limiting the flow of

refugees in reaction to this current political climate (Hattem, 2016). “The legislation, called the

Refugee Program Integrity Restoration Act, would set an annual cap at 60,000 refugees,

implement new screening measures, and give state and local governments power to reject the

refugees,” (Hattem, 2016).

In 1944, the War Relief Commission of the National Association of Evangelicals created

an organization (later changed to World Relief) to help the vast majority of people who have

been relocated to a different country (World Relief, 2016). Our client is a branch of World

Relief, called World Relief High Point, which is located in High Point, North Carolina. High

Point World Relief worked with 385 refugees and survivors of human trafficking in 2015, and is

projected to serve 600 in 2016. Along with a high number of Refugees, High Point is a hub for

human trafficking, with North Carolina being a top 10 state affected, along with states such as

Texas, California, New York, and Florida. The mission of World Relief High Point is

“empowering the local Church to serve the most vulnerable,” (World Relief High Point, 2016).

The main focus of the organization is to connect refugees, and those victims to human trafficking

to the community, and make their transition as easy as possible.

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In order to fulfill this mission, World Relief High Point has created a Refugee

Resettlement Program, in which their volunteers can choose to participate. The program consists

of four different teams to help refugees in need. The Welcome Team greets incoming refugees at

the airport, and brings them to their new homes. The Home Makeover Team sets up the refugee’s

homes. Members of the Friendship Partners team are connections for those who feel alone.

Lastly, the Good Neighbor Team helps with the resettlement and integration into the community

and life in the United States (World Relief High Point, 2016)

Along with the Refugee Resettlement Program, World Relief High Point also holds

various classes to educate those in need. These programs include sewing, English classes,

computer classes, as well as childcare classes. After partaking in these programs, there is hope

that the participant will have the education and posses the qualities needed to accept and excel in

the workplace. World Relief High Point has various connections with employers and has had

success in educating and getting those in their care employed (World Relief High Point, 2016).

World Relief High Point has created a close partnership with the Church. Their mission

states that “World Relief High Point pursues true partnership out of the genuine conviction that

God desires the gifts, people, skills and varied resources of the whole Church to achieve His

mission in the world,” (World Relief High Point, 2016). Having a strong partnership with the

Church has enabled the nonprofit to have a deeper connection with the refugees. World Relief

High Point looks to invite churches all over the United States to join their global mission over a 5

year period that focuses on a specific area of the country where World Relief works (World

Relief High Point, 2016). Together, they collaborate in an effort to gather resources that are

needed to supply local churches for transformational ministry in their own community.

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2. Audience Stakeholder Analysis

In order to further expand and promote the non-profit and its goals, World Relief has

partnered and become alliances with multiple organizations. A few of these include Accord

Network, Core Group, FAST, Integral, Micah Network, and the Refugee Council USA (World

Relief, 2016). World Relief also promotes One Million Thumbprints, #WeWelcomeRefugees,

The Justice Conference, as well as Live:58 (World Relief, 2016). Through these additional

companies and movements, World Relief gains support while supplementing their mission.

Those involved in the organization are community members, local church affiliates, as

well as volunteers. There are two types of volunteers, those who volunteer on a regular basis

either at the World Relief High Point office or with Refugee resettlement, or sporadic volunteers

who come on a less than regular basis. Our client is striving to increase the number of volunteers

involved with their organization yearly due to the volunteers being inconsistent and sporadic.

3. Competitor Analysis

• Habitat for Humanity of High Point, Archdale and Trinity, Inc: o Mission Statement: “Seeking to put God’s love into action, Habitat for Humanity

of High Point Archdale and Trinity brings people together to build homes, communities and hope” (Habitat for Humanity, 2016).

o Habitat homes are built by volunteers with donations from the local community. Families purchase the homes with no interest loans secured by twenty-five year mortgages. The mortgage payments are made to Habitat and are re-invested into building additional houses. Habitat families are moving out of substandard, overpriced rental units into a simple, decent, affordable home that they own (Habitat for Humanity, 2016).

o Facebook Followers: 3,770 o Twitter Followers: 563 o Instagram Followers: No Account o Volunteers: High Point student involvement

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• American Red Cross: Greater High Point Davidson Chapter: o Mission Statement: “The American Red Cross prevents and alleviates human

suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors” (American Red Cross, 2016).

o The American Red Cross consists of generous donors, volunteers and employees who share a mission of preventing and relieving suffering, here at home and around the world. These people donate time, money and blood as they teach life saving skills so communities around the world can be better prepared when the need arises.

o Facebook Followers: 449 o Twitter Followers: No Account o Instagram Followers: No Account o Volunteers: 3,800

• United Way of Greater High Point: o Mission Statement: “United Way of Greater High Point develops community

resources and partnerships that support a broad array of critical health and human service needs in our community” (United Way of Greater High Point, 2016).

o The United Way of Greater High Point continues a proud tradition of that original stewardship and commitment to the High Point community. They currently fund 72 programs at 28 partner agencies, including the original five, and hundreds of volunteers help them raise and allocate the funding that supports them.

o Facebook Followers: 672 o Twitter Followers: 716 o Instagram Followers: No Account o Volunteers: Number unknown, High Point University student involvement

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4. Media Coverage Analysis: The organization’s past and current media relations practices 1. November 20, 2015 World Relief High

Point was featured on Fox 8 News to “explain refugee resettlement process” in the middle of the Paris attacks that sparked conversation about refugees.

2. http://www.hpenews.com/news/world-relief-welcomes-new-director/article_733773b4-e56a-11e5-9538-1772c0da02e8.html March 8, 2016 they are highlighted for the changes going on in the personnel in their organization, seems to be from a news release 3. http://www.highpoint.edu/blog/2016/02/hpu-to-celebrate-international-womens-day/ February 8, 2016 World Relief High Point celebrates International Women’s Day with High Point University and the YWCA High Point 4. http://www.journalnow.com/winstonsalemmonthly/playmakers/lisa-danowski/article_440d17e6-c13f-11e5-becb-1b9a45f0d143.html January 29, 2016 Highlighted in the Winston Salem monthly journal about a personal refugee that went through WRHP and went on to become a volunteer for the organization

In our research we found that World Relief High Point has a good relationship with the

local media and has been featured in the news pretty recently. They were featured on Fox 8

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when refugees were a hot topic in the media because of the Paris attacks in November of 2015.

There was a lot of talk on the news that sparked conversation about refugees. World Relief High

Point was able to explain the refugee resettlement process to those who did not know a lot about

it. They were able to highlight their organization and show how they help refugees which, in

turn, helps the community. This was a great opportunity for World Relief High Point to

highlight their organization in the middle of this hot topic of refugees, when a lot of people are

interested in the topic as well as to possibly be able to inform and even sway people’s opinions

on refugees. This was great earned media for our client.

Being on Fox 8 was a great story that shed a positive light on World Relief High Point,

but in another shorter article on hpnews.com, they just shared with the public that they are

welcoming a new director and it seemed that it was sent to the High Point Enterprise in a news

release. This article just talks about the basics of the changes going on in the organization.

Because World Relief High Point is a nonprofit organization, they seem to typically have very

good relations with the media. They do a lot of good for the community and although their

stories may not be groundbreaking, the media is typically more willing to do a story on them

because it is usually something that will have a positive impact on the community.

5. SWOT Analysis Strengths:

• Support from local church affiliates • Good Facebook recognition • Strong reputation for organization as a whole • Professional website

Weaknesses: • Lack of budget • Social media following is low • Lack of website content • Low volunteer rate • Low public and community following

Opportunities:

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• Refugees are a current hot topic in America • Community calendars for events • People are more in favor of taking in refugees

Threats: • Public opinion against taking in refugees • Community volunteering/ donating to other nonprofit organizations • Law-makers adding new laws to limit number of refugees into the United States

6. Recommendations

One major issue effecting World Relief High Point, organizations like it, and refugees in

general is the social stigma around refugees in America. The news exposure this issue is getting

as well as the possible changing of legislature regarding refugees’ access to the United States has

put a magnifying glass on this topic. World Relief High Point does not have the sufficient funds

to traditionally lobby this issue with hopes to continue refugee’s ability to continue to come to

the United States. However, what they can do is continue to show their support to refugees, and

prove to the community how much refugees give back to the community and the United States as

a whole. This can be accomplished by publicizing the community garden and other community

events through social media. Through implementation of our social media suggestions, the

quotes and photos from the Refugees of High Point could change the public opinion by putting a

face and story to this controversial topic. World Relief High Point would also be smart to stay up

to date with the current political climate and legislature in order to provide refugees with the

most effective service.

Primary Research

1. Research Questions, Research Method, and Target Audiences

Research Question 1: How well-known is World Relief High Point in the High Point community,

and what is the most effective form of communication to reach the High Point community?

Research Question 2: Which ways are High Point community members likely to volunteer?

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Research Question 3: Which type of events are our target audiences interested in?

Method: Survey

Target Audiences for Primary Research:

The target audiences for primary research are High Point Community Members and High Point

University students. Our client is really striving for increased involvement by community

members. We are also targeting High Point University students because we are aware that many

of their classes require volunteer hours and the students may be looking for volunteer

opportunities for their classes, for their sports teams. for their clubs, and/or for their

fraternity/sorority.

Recruiting target audiences & number of people:

The number of people we want to recruit to take our survey is a minimum of 60. The more

people we recruit to take the survey, the more precise our research will be. We will recruit

people in the community at local grocery stores such as Food Lion and Harris Teeter, volunteers

from the Big Brothers & Big Sisters Organizations as well as a sample of High Point University

students and faculty to take our survey. We want a broad and diverse audience to be taking our

survey in order to find out which type of people are more likely to volunteer, this way we can

pinpoint our target audiences for the continuation of our campaign.

Data Collection Plans: Our goal would be to have all 60 surveys completed a month prior to

World Relief High Point’s World Refugee Day Event. This is our timeline because we would

like to use that one month to organize our data and use the findings to see who our target

audience is and to strengthen or change our methods of reaching our target audience. We want

our social media practices to be more effective in reaching our target audiences and we also want

to understand the areas in which people are most interested in volunteering and participating in.

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______________________________________________________________________________

RESEARCH PARTICIPANT CONSENT FORM World Relief High Point 2016 Survey

Victoria Dunster, Allie Foard, Emily Meier, Kristina Renner, Matthew Thistle Faculty Advisor: Dr. Sojung Kim

High Point University, Department of Communication (COM-4415) _____________________________________________________________________________________

PURPOSE OF THIS STUDY The purpose of this study is to gain understanding of the volunteer habits of citizens in the High Point, North Carolina area, as well as the recognition of our client, World Relief High Point. PROCEDURES You will be asked to answer 15 questions. This study will last about 10 minutes. POTENTIAL RISKS The risks associated with this study are minimal. POTENTIAL BENEFITS There is no direct benefit to you; however, with the completion of our study, you will receive an email of our findings, which may increase your awareness of the World Relief High Point organization. There is no monetary or other type of compensation for participation. GUARANTEE OF ANONYMITY/CONFIDENTIALITY Your responses will not be associated with your name in any written or oral form; therefore, your responses will be anonymous. To ensure confidentiality, all research materials and data will be stored in a locked filing cabinet in Dr. Sojung Kim’s High Point University office. WITHDRAWAL FROM PARTICIPATION Your participation in this research is voluntary. You may discontinue participation at any time without penalty or loss of benefits to which you are otherwise entitled. By signing this informed consent you are certifying that you are 18 years of age (or older). IF YOU HAVE QUESTIONS If you have any questions about the procedures in which you will participate, please do not hesitate to ask the investigators. If you have questions later, or any additional concerns regarding your rights please feel free to contact Dr. Sojung Kim at [email protected], 336-841-9566. I understand the purpose and conditions of this research as outlined above and that my participation is voluntary.

_____________________________________________ __________________________ Signature of Participant Date

_____________________________________________ Printed name of Participant

_____________________________________________ Participant’s email

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_____________________________________________ __________________________ Signature of Researcher Date My signature above indicates that I have read and reviewed the proposal and have checked its contents with High Point University guidelines.

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World Relief High Point Volunteer Evaluation Survey 2016

World Relief High Point is a nonprofit organization that helps refugees resettle in the

High Point area. Their mission is to empower local churches to serve the most vulnerable. They work with refugees and survivors of human trafficking.

The purpose of this survey is to research how knowledgeable the High Point area is about this specific nonprofit, find those who would be willing to volunteer, and understand what events are most appealing to the High Point community members.

We appreciate you taking the time to answer our survey questions. Please answer them to your full ability. 1. Are you aware of World Relief High Point? Check one. ___ Yes ___ No 1-1. If yes, how familiar are you with the organization World Relief High Point? Check one. ___ Not very familiar ___ Somewhat familiar ___ Familiar ___ Very Familiar 2. What form of social media do you use most often? Check one. ___ Facebook ___ Twitter ___ Instagram ___ Snapchat ___ Other (Please specify) _____________________ 3. How willing would you be to volunteer your time to a program that mentors refugees? Check one.

Very Likely Likely Neutral Not Likely Not at all Likely

           

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4. How willing are you to volunteer in each of the following activities? Please mark each row with an X. Activity: Very

Likely Likely Neutral Not Likely Not at all

Likely

Welcoming refugees home at airport          

Setting up apartments for refugees          

Building relationships with refugees          

Helping resettlement of refugees          

Teaching English          

Teaching basic skills (computer skills, sewing, etc.)

         

Volunteering at Community Garden          

Donating Money/ Materials           5. On an average week, how many hours do you have to spend volunteering in the community? Check one. ___ 0 ___ 1-2 ___ 3-4 ___ 4-5 ___ 5+ 6. How likely would you be to attend an event supporting World Relief High Point? (A non-profit organization that helps mentor refugees and settle them into the community) Check one.

7. Which day of the week are you most likely to volunteer? (Check all that apply). —- Sunday —- Monday —- Tuesday —- Wednesday ___ Thursday ___ Friday ___ Saturday

Very Likely Likely Neutral Not Likely Not at all Likely

           

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8. Which day of the week are you least likely to volunteer? (Check all that apply). —- Sunday —- Monday —- Tuesday —- Wednesday ___ Thursday ___ Friday ___ Saturday 9. What is the most effective way to reach you with information involving volunteer opportunities/ community events? Check one. ___ Social Media ___ Phone Call ___ Text Messages ___ Email ___ Other (please specify) ______________ 10. Which promotional item is most appealing to you? Check one. ___ Sticker ___ Magnet ___ Pen ___ Sunglasses ___ T-shirt ___ Bracelet ___ Keychain 11. How much are you willing to pay to go to an event? ___ $0 ___ $1- $3 ___ $4- $9 ___ $10-$15 ___ $15 + 12. Which type of event sounds most appealing to you? ___ Cookout ___ Gala ___ 5K ___ Food Drive ___ Auction ___ Other 13. Please select your gender. ___ Male ___ Female

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14. Please select your age. ___ 18 or under ___ 19-30 ___ 31-50 ___ 51-65 ___ 65+ 15. Please select your ethnicity. ___ White ___ Hispanic/Latino ___ Black/ African American ___ Native American/ American Indian ___ Asian/ Pacific Islander ___ Other 16. What is your yearly household income? ___ Less than $25,000 ___ $25,000- $75,000 ___ $75,000- $125,000 ___ $125,000- $175,000 ___ $175,000 + ___ Don’t know ___ Prefer not to answer

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Goals, Objectives, and Target Audiences 1. Overall Campaign Goals and Specific Campaign Objectives

Goal  #1:                  

                 

   

Expand  presence  and  gain  brand  recognition  of  World  Relief  High  Point  in  High  Point  Community.  

Increase  “Likes”  and  Followers  by  25%  respectively  on  all  social  medias  accounts  by  January  of  2017.  

Get  community  members  to  become  involved  with  Community  Garden  &  World  Refugee  Day  by  increasing  awareness  by  50%    

Increase  the  number  of  volunteers  by  30%  by  January  of  2017.  

Objective  #1:   Objective  #2:   Objective  #3:  

Current:    500  Volunteers  -­‐200  Reoccurring    

 

2015  Refugee  Day:  80  Refugees  15  community  members        

Current  Social  Media  Numbers:  

Facebook:  2,841  likes    Twitter:  370  likes  919  followers                    Instagram:  190  followers    

Expected:  625  volunteers    -­‐250  Reoccurring  by  January  2016  

Goal  for  Community  Garden:    

50  community  members  2016  Refugee  Day  

Goals:  108  refugees  40  community  members    

 Expected:  Facebook:  3,551  likes  Twitter:  462  likes  1,148  followers                                Instagram:  237  followers    

 

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2. Target Audience for Proposed Objectives

Our first target audience would be women around the age of 50 who are homemakers and

want to spend their time giving back to the community. We would target church-goers who are

always looking for ways to better the community, yet enjoy socializing.

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Our second target audience is a college-aged student who attends High Point University.

Students who major or minor in Non-Profit Leadership are always seeking community service

hours they can complete for their classes. By reaching out to teachers and clubs/organizations on

campus, World Relief High Point can draw in more volunteers.

4. Rationale for Proposed Objectives

In the diagram above three objectives were listed: (1) Increase the number of volunteers

by 30% by January of 2017, (2) Get community members to become involved with the

Community Garden and World Refugee Day, (3) Increase “likes” and followers by 25%

respectively on all social media accounts by January of 2017. Our main goal for this campaign is

to: expand presence and gain brand recognition of World Relief High Point in the High Point

community. We chose these three objectives because we thought these would be the best way to

achieve the goal. By increasing volunteers, getting community members involved in our events,

and gaining more attention on social media we are more likely to become better known, not only

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through word of mouth but also digitally. These three objectives will be a great way to achieve

the goal the client has set for us.

Key Message Development 1. New Logo and Slogan for Client Branding

2. Social Media Strategies After  reviewing  World  Relief  High  Point’s  current  social  media  accounts,  it  is  easy  to  

see  that  their  efforts  could  be  strengthened  with  a  few  simple  ideas.  First,  would  be  to  focus  

all  efforts  on  the  Twitter,  Facebook,  and  Instagram  accounts.  The  client  has  mentioned  that  

there  is  minimal  time  for  social  media  efforts.  By  decreasing  accounts,  it  will  make  updating  

simpler,  and  more  manageable.  

Another  idea  would  be  to  creating  more  engaging  content.  Humans  of  New  York  is  

an  Instagram  account  with  5  million  followers  that  is  comprised  of  pictures  of  residents  of  

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NYC  from  all  different  walks  of  life.  Along  with  pictures  of  these  people,  there  are  quotes  

and  shorts  stories  included.  We  believe  World  Relief  High  Point  could  recreate  this  idea  

with  their  refugees.  This  campaign  would  be  successful  because  it  would  help  put  a  face,  a  

name,  and  a  story  behind  the  organization.  It  is  one  thing  to  ask  for  help  for  the  broad  topic  

of  refugees,  but  it  is  another  to  show  specific  people  and  tell  their  story  and  show  our  

target  market  exactly  what  their  time  or  money  would  be  going  towards.  These  photos  can  

exemplify  how  World  Relief  High  Point  has  had  such  a  meaningful  impact  on  the  refugees  

they  serve.  Instagram  would  be  great  way  to  reach  of  target  market  with  this  campaign  

because  the  pew  research  Center  said  in  2015  that  Instragram  is  the  fastest  growing  social  

media  network  among  adults.    

For  this  campaign,  World  Relief  High  Point  could  post  these  photos  on  their  

Instagram  account  and  start  the  hashtag  #RefugeesOfHighPoint  as  well  as  

#Refugeesinyourtown.  They  should  also  hashtag  #refugees  and  #Refugeeswelcome,  both  of  

which  are  trending  hashtags  with  over  150,000  posts.  These  hashtags  would  help  the  posts  

get  noticed  on  users  explore  page.  Humans  of  New  York  also  runs  a  blog  for  the  

photographs.    World  Relief  could  also  recreate  this  as  another  way  to  get  their  target  

market  involved  on  the  web.    (Example  Below)  

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3. Website Suggestions

Our client’s website is very professional and easy to navigate for users, however there are

multiple areas in which they can improve. Our first idea is to recreate and redesign the

interface so that there are more exciting and engaging photos and stories of the refugees the

organization has helped. As said above in the social media strategies, adding a blog much

like Humans of New York would be a great way to publicize these stories into a

professional, easy to read manor. It will allow for the site to have more depth and character

by creating a face for the organization. The website should also include a calendar with

events that the organization is holding, as well as those that they are attending or partnering

with.

As far as partners go, we advise that World Relief High Point should add their partners

on their website. The addition of these links would accomplish a few things for the

organization. First, it would add to their credibility. Their target market could make

judgments about World Relief High Point through their association with their partners.

Secondly, it would provide their partners with valuable space on their website, which is an

effective way to maintain a great professional relationship with ones partners.

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4. Core Print Materials

• Community Garden Brochure

OUTSIDE:

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INSIDE:

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• Refugee Day Poster

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5. Two 30-Second Radio PSAs

• Community Garden PSA Script

Spring is finally here! What better way to welcome the spring than to plant your seeds in the

fresh dirt? World Relief High Point is opening its Community Garden April 17, 2016. The

garden is located at 615 Everett Dr. in High Point. Those interested in getting a plot of land in

the garden to plant their own crops should contact Sandy Paige at 336-887-9007 EXT. 115. Help

us make High Point bloom this spring.

• World Refugee Day PSA Script

Support World Relief High Point on Monday, June 20th from 10am- 3pm and join in

celebrating World Refugee day!There will be cultural foods, games, and events where the

community will be able to connect with newly local refugees.This family friendly picnic will be

held at the YMCA located at 150 W. Hartley Drive in High Point. We can’t wait to see you

there!

Campaign Strategies

1. Campaign Timeline

Timeline (January 2016-January 2017) Secondary/Background Research Winter 2016

• Research Organization and contact World Relief High Point

Initial Meeting with Client January 2016

• Conducted initial meeting to define goals and objectives Primary/Research March 2016

• Conduct primary and secondary research

April 2016 • Evaluate data

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• Meet with World Relief High Point Staff and introduce plan using data

Community Garden March 2016

• Handout brochure to neighborhood • Post on social medias about the garden • Send radio PSA to local stations • Social media blast about event

April 2016 • Send news release to media • Lottery System • Post pictures of people enjoying their gardens

Hire a Summer Communications Intern May 2016

• Begin accepting applications • Conduct interviews • Hire new intern

World Relief Refugee Day May 2016

• Social media blast about event • Add event to community calendars (i.e. on news websites) • Print out and hang up posters

June 2016 • Prepare promotional items • Distribute brochures (HPU students, community members, churches, refugees) • Continue to promote event on social media accounts • Send out news alert to media • Have the event on June 20th • Post pictures from event/ money raised on social media accounts

Social Media Redesign July- August 2016

• Collect stories and take photographs of refugees that have used World Relief High Point • Post “Humans of New York”-like posts with these stories and pictures (Twitter,

Facebook, Instagram) weekly • Begin using Hootsuite in order to stay consistent across platforms

Hire Fall Communications Intern August 2016

• Begin accepting applications • Conduct interviews • Hire new intern

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Website Redesign September 2016

• Decide whether to contract out website design or do it in-house • Website re-design that will be more engaging and informative

October 2016 • Get final approval from World Relief High Point • Relaunch website • Website needs to be kept up to date either by intern or full-time employee • Website should stay up to date with photographs, stories, and news articles. Ideally, the

website should have a new post at least once a week in order to keep people coming back to the site.

World Relief High Point Community Donation Drive November 2016

• Begin to plan event (time, place, volunteers) • Social media blast about event • Post on newly redesigned website about event • Create and handout flyer/poster for event to High Point Community and HPU students • Contact local media through news release/alert

December 2016 • Continue to post on social medias about event • Have event on December 16th • Post pictures/ donation values on social medias • Post stories about how the donations are being used by World Relief High Point

Budget:

Community Garden Brochure March 2016 Varies

Summer Communications Intern May-June 2016 None

World Refugee Day Poster May 2016 $12 per item/ Varies

Fall Communications Intern August 2016 None

Website Redesign September-October 2016 Varies

Community Donation Drive November 2016 Varies

 2. Media Relation Plan (to follow)

• Media Alert for Refugee Day & News Release for Community Garden

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MEDIA ALERT CONTACT: Sandy Paige

(336)-887-9007x115 [email protected]

April 05, 2015 World Relief High Point Holds Annual Refugee Day

100% of Donations Will Go To World Relief High Point

Join us and bring your friends and family for a community picnic with ethnic food, culture, performances, and games for all ages! WHAT: Fundraising event for the World Relief High Point organization. There will be cultural foods, games, and events where the community will be able to connect with newly local refugees.

WHEN: Monday June 20, 2016 at 10 a.m.- 3 p.m.

WHERE: YCMA 150 W. Hartley Drive, High Point, NC 27262

About the World Relief High Point Non-Profit Organization (www.worldreliefhighpoint.org)

World Relief High Point strives to provide opportunities for Churches, groups, families, and individuals to be the hands and feet of Jesus to those refugees and victims of human trafficking who are in great need of love and acceptance.

# # #

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  News Release FOR IMMEDIATE RELEASE FOR MORE INFORMATION CONTACT April 05, 2016 Sandy Paige

336-887-9007x115 [email protected]

World Relief High Point Opens Community Garden

HIGH POINT, NC— World Relief High Point has announced that their Community

Garden will be opening April 17, 2016. The Community Garden is located at 615 Everett Lane

in High Point and will be open for any community members, as well as refugees who are

interested in owning a plot of land to harvest. There will be a lottery system for receiving a

section of the land, and people who are interested should contact Sandy Paige prior to April 10th,

2016 by emailing [email protected] or by calling 336-887-9007x115. The sizes of the plots range

from 8x10ft and 16x20ft with the cost of each plot of land ranging from $10- $20 depending on

size.

World Relief High Point is a nonprofit organization that helps refugees resettle in

America, specifically in the High Point area. Their mission is to empower local churches to

serve the most vulnerable. They work with refugees and survivors of human trafficking. The land

on which the Community Garden will be located was donated to World Relief High Point.

###

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3. Promotional Item Design

• Sticker

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4. Fundraising Event Manual

         

2016  Community  Donation  Drive  December  16th,  2016  

   World  Relief  High  Point  Mission:  Empowering  the  local  Church  to  serve  the  most  vulnerable.    Goals  of  Community  Donation  Drive:     1.)  Collect  donations  of  any  sorts  (ex.  tables,  chairs,  clothes,  food,  etc.)  from     people  in  the  community  while  raising  awareness  about  the  needs  of  refugees  that     are  being  resettled  in  the  United  States.      

 Friday  December  16th,  2016  @  HPU  Community  Center  

 

           

Time Agenda 8:00 AM

-Donation Drive opens

9:00 AM

-Sandy Paige talks about the resettlement process, needs, and shortages

12:00 PM- 2:00 PM

-Free Luncheon -Show Documentary: The Lost Boys of Sudan

4:00 PM -Refugees speak about their journey to America and the role World Relief High Point has played in their resettlement process

5:00 PM -Donation Drive Closes

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Event  Description:         Our  event  will  open  at  8:00  AM  in  the  HPU  Community  Center  in  the  Oak  Hallow  Mall.  We  will  have  a  table  at  the  entrance  where  we  will  be  collecting  names,  email  addresses  and  write  down  some  of  the  items  they  are  brining  in.    We  will  then  have  a  team  directing  people  to  the  appropriate  drop  off  location  within  the  Community  Center,  according  the  items  that  they  have  (ex.  Clothing,  furniture,  cooking  supplies,  food,  etc.).  We  will  have  a  follow  up  social-­‐media  campaign,  which  will  be  further  explained  in  the  social  media  recommendations  of  this  proposal.    

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References

American Red Cross. (2016). Retrieved February 17, 2016 from

http://www.redcross.org/local/western-north-carolina

Butzer, S. (2016, March 8). World Relief welcomes new director. The High Point Enterprise.

Retrieved February 16, 2016 from http://www.hpenews.com/news/world-relief-

welcomes-new-director/article_733773b4-e56a-11e5-9538-1772c0da02e8.html

Danowski, L. (2016, January 29). World Relief volunteer. Winston-Salem Monthly. Retrieved

February 17, 2016 from http://www.journalnow.com/winstonsalemmonthly

/playmakers/lisa-danowski/article_440d17e6-c13f-11e5-becb-1b9a45f0d143.html

Habitat for Humanity (2016). Retrieved February 17, 2016 from

https://www.habitat.org/

Hattem, J. (2016, March 30). House seeks to slow down flow of refugees. The Hill. Retrieved

February 12, 2016 from http://thehill.com/policy/national-security/273625-house-seeks-

to-slow-down-flow-of-refugees

High Point University. (2016). Retrieved February 14, 2016 from

http://www.highpoint.edu/blog/2016/02/hpu-to-celebrate-international-womens-day/

Migration Policy Institute. (2016). Retrieved February 2, 2016 from

http://www.migrationpolicy.org/article/refugee-and-asylees-united-states

United Way of Greater High Point. (2016). Retrieved February 12, 2016 from

http://www.unitedwayhp.org/servlet/eAndar.article/5/Home-Page

World Relief. (2016). Retrieved February 2, 2016 from

http://www.worldrelief.org

World Relief High Point. (2016). Retrieved February 2, 2016 from

http://worldreliefhighpoint.org