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Reform Reentry
Communications Plan for the 
King County Prosecuting Attorney
Twitter Group
Penny Ball
Marie-Louise Hellens...
How do we get from here…
 …to here?
The Challenge!
Make it simple.!
•  Start small - choose one segment of
the mass incarceration spectrum
•  Select one target audience
•  Build a network wi...
•  Challenge the notion that reentry
begins on the day of release from
prison
•  Propose it actually begins on the
day aft...
•  Focusing on newly released
prisoners and their community
partners, create stories about their
situations that highlight...
Reentry Community Partners!
•  Churches and other faith-
based organizations
•  Humanitarian community
organizations
Why?!...
•  Promote your tweets!
•  Promoted tweets are
charged by the number
of users engaging – set a
daily and a total budget"

...
Why Use
Twitter?!

•  Dan already has an account
and is active on Twitter
•  Most Twitter users are
between 18 and 49, edu...
What’s On Twitter!
•  Data-heavy facts with a #Reformreentry hashtag
•  Links to reentry-related sources as well as
Youtub...
Data shows that 28% of prisoners released are sent back to prison
within 3 years of their release date. #reformreentry
App...
What’s On Twitter!
•  Data-heavy facts with a #Reformreentry hashtag
•  Links to reentry-related sources as well as
Youtub...
Facebook!
•  Hub of information
•  Diverse Platform
•  Most used Social Platform
•  Wide array of content
KCPAO Facebook Page!
•  No content
•  3 Likes
•  No measurement
Content!
•  Status updates
•  Friend local churches and service
organizations
•  Create a Facebook group for
discussion of...
“It’s	
  really	
  hard	
  when	
  you	
  get	
  released	
  from	
  prison.	
  Obviously	
  you’re	
  thrilled	
  to	
  g...
21	
  
What’s On YouTube!
•  Original videos on a new channel
•  Short interviews
•  Inmates/ex-inmates
•  People on the s...
Community!
Government:
King County Prosecuting Attorney
King County Committee to End
Homelessness
King County Office of Per...
Total Followers
Awareness!
Engagement Rate
Cohesion!
Conversions!
What is the ratio of social
media followers to
supported individuals?
Budget: $25,000!
Return on Investment!
•  Cost of incarceration: 
•  Actual cost including arrest, prosecution,
court fees, attorney fees, ...
Reform Re-Entry: Communications Plan for the King County Prosecuting Attorney
Reform Re-Entry: Communications Plan for the King County Prosecuting Attorney
Reform Re-Entry: Communications Plan for the King County Prosecuting Attorney
Reform Re-Entry: Communications Plan for the King County Prosecuting Attorney
Reform Re-Entry: Communications Plan for the King County Prosecuting Attorney
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Reform Re-Entry: Communications Plan for the King County Prosecuting Attorney

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Reform Re-Entry: Communications Plan for the King County Prosecuting Attorney

  1. 1. Reform Reentry Communications Plan for the King County Prosecuting Attorney Twitter Group Penny Ball Marie-Louise Hellensberg Allison Theodore Low Adrian MacDonald Shuya Yuan
  2. 2. How do we get from here… …to here? The Challenge!
  3. 3. Make it simple.!
  4. 4. •  Start small - choose one segment of the mass incarceration spectrum •  Select one target audience •  Build a network with that audience – listen, comment, repost, create and share •  Share stories that build emotional connection •  Learn from the experience & refine the process •  Do it again. Strategy!
  5. 5. •  Challenge the notion that reentry begins on the day of release from prison •  Propose it actually begins on the day after sentencing •  Training, education, and support should happen in prison when prisoners have time •  Ex-inmates will be better prepared to rejoin society as a result Focus: Reform Reentry!
  6. 6. •  Focusing on newly released prisoners and their community partners, create stories about their situations that highlight gaps in the reentry process; stimulate conversation about ways to improve the reentry experience. •  Motivate others to become community partners and grow the reentry network. Goal!
  7. 7. Reentry Community Partners! •  Churches and other faith- based organizations •  Humanitarian community organizations Why?! •  Clearly aligned values •  Reach and influence among employer/housing groups, general population Target Audience!
  8. 8. •  Promote your tweets! •  Promoted tweets are charged by the number of users engaging – set a daily and a total budget" •  Use hashtags in your tweets so that you can search for various topics later #commlead •  Divide your followers into lists by location or common interests to help keep you organized •  Be ready to have conversations with followers, and don’t be afraid to have a personality
  9. 9. Why Use Twitter?! •  Dan already has an account and is active on Twitter •  Most Twitter users are between 18 and 49, educated with at least some college •  Quickly growing, with over 550 million registered users •  A great platform to send out short and powerful facts •  But our story needs a lot of anecdotes and quotes, so we’re expanding our proposal to two other platforms as well
  10. 10. What’s On Twitter! •  Data-heavy facts with a #Reformreentry hashtag •  Links to reentry-related sources as well as Youtube videos •  Leading people back to Facebook group & Facebook page
  11. 11. Data shows that 28% of prisoners released are sent back to prison within 3 years of their release date. #reformreentry Approximately $45 million is spent annually on operating costs for each prison in Washington state. This is about $2500 per prisoner. Want to reduce that? #reformreentry WA prisons are at capacity. #reformreentry to avoid spending $250 mill taxpayer dollars to build a new prison
  12. 12. What’s On Twitter! •  Data-heavy facts with a #Reformreentry hashtag •  Links to reentry-related sources as well as Youtube videos •  Leading people back to Facebook group & Facebook page
  13. 13. Facebook! •  Hub of information •  Diverse Platform •  Most used Social Platform •  Wide array of content
  14. 14. KCPAO Facebook Page! •  No content •  3 Likes •  No measurement
  15. 15. Content! •  Status updates •  Friend local churches and service organizations •  Create a Facebook group for discussion of Reform Reentry
  16. 16. “It’s  really  hard  when  you  get  released  from  prison.  Obviously  you’re  thrilled  to  get  out  and  rejoin   the  world,  but  knowing  you  haven’t  worked  for  32  months,  you  haven’t  kept  in  the  day-­‐to-­‐day  grind   to  maintain  your  skills,  you  forget  how  to  do  things,  and  having  this  sentence  hanging  over  your   head  –  it’s  going  to  be  really  difficult  to  find  a  job.  I’m  lucky  because  I’ve  got  a  family  who  I  can  live   with  for  a  while;  not  everyone  has  that.  But  they  can’t  get  me  a  job!”    -­‐  This  hearJelt  statement  is  from  John  Jerome,  a  newly  released  convict  in  Washington  state.   Jerome  became  part  of  the  King  County  ProsecuPng  ARorney’s  Office’s  “Reform  Reentry”  Program,   which  pairs  newly  released  convicts  with  churces  and  service  organizaPons  within  the  community   that  are  willing  to  provide  support  to  the  convicts  to  help  them  manage  the  most  difficult  iniPal   months  and  years  aUer  release.  For  more  informaPon  about  this  program,  or  to  sign  up  to  be  a   partner,    visit:   hRps://www.facebook.com/pages/King-­‐County-­‐ProsecuPng-­‐ARorney/607054262672368   King  County  Prosecu0ng  A2orney  
  17. 17. 21   What’s On YouTube! •  Original videos on a new channel •  Short interviews •  Inmates/ex-inmates •  People on the streets •  Ex-convicts film their own daily life •  Members of the Reform Reentry community talking about the prison system •  Church and service organization members involved in the program talking about their experience
  18. 18. Community! Government: King County Prosecuting Attorney King County Committee to End Homelessness King County Office of Performance Strategy and Budget King County Dept. of Adult and Juvenile Detention, Community Corrections Division King County Council Washington State Division of Child Support Washington State Legislature Washington Department of Corrections Seattle Police Department Seattle Office of Economic Development Seattle Human Services Department U.S. Attorney’s Office, Western District of Washington U.S. Probation and Pretrial Services / Western District of Washington Non-profits / Community / Faith Groups: Seattle NAACP Pioneer Human Services Peoples Institute Northwest Community Justice Program / American Friends Service Committee YWCA, Social Justice LEAD Program / The Defender Association / The Black Prisoners Caucus Washington State Institute for Public Policy The R.O.Y.A.L Project The IF Project Union Gospel Mission El Centro de la Raza Concerned Lifers Organization Post Prison Education Program Faith Action Network Unity House True Vine of Holiness Center for Children and Youth Justice Divine Alternatives for Dads Services (DADS)            New Horizons Government: Corrections Educations Programs, " South Seattle Community College Director of Equity and Achievement / Federal Way School District Family Support Training Specialist / Seattle Public Schools
  19. 19. Total Followers Awareness!
  20. 20. Engagement Rate Cohesion!
  21. 21. Conversions! What is the ratio of social media followers to supported individuals?
  22. 22. Budget: $25,000!
  23. 23. Return on Investment! •  Cost of incarceration: •  Actual cost including arrest, prosecution, court fees, attorney fees, etc: •  Prisoners released in WA: •  Cost of re-entry education & services: •  Rate of recidivism: •  Cost of providing re-entry to 8,000 •  Cost of incarcerating 30% of 8,000 $36,000 / yr $500,000" 8,000 / yr $6,700 30-50% $53.6M $86.4M

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