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Public Relations Campaign GCP
- 1. Homeless LGBTQ Youth in Tampa and St. Petersburg Seth Affatato, Jennifer Grier, Morgan Mendoza, Verliz Williams
- 2. Situational Analysis Strengths: ❖ Public Opinion: Major support from the public in the past few years. ❖ PR: Focused Public Relations campaign with clear goals and strategies. ❖ Cohesive Team: Skilled team with great synergy. Weaknesses: ❖ Small online presence: Establishing a large internet following will be a challenge for our campaign. ❖ Large number of those in need: There’s no way that we will be able to help all those who need it unfortunately. ❖ Follow-through on large promises: Campaign will be heavily scrutinized if goals are not met.
- 3. Situational Analysis- Contd. Opportunities: ❖ Humanizing the Homeless: Showing people’s suppost for the LGBTQ homeless can make the homless seem more human which will bolster support. ❖ Supporting a Niche: This sets us up for a far more reasonable goal than to just end homelessness. ❖ Government Programs: Multiple initiatives to reduce and support the homeless in place already. Threats: ❖ Failure: Failure of the campaign will leave many feeling cheated or robbed of their support. ❖ Misinterpretation: Some may not understand the link between LGBTQ and homelesness and attack the campaign. ❖ Opposition From Right Politicians: Some politicians may take stances against the campaign since they don’t support the audience of the campaign.
- 4. Research ❖ 26% of LGBTQ youth who come out to their parents are told to leave home ❖ 1.6 million youth are homeless each year and that up to 40 percent of them identify as lesbian, gay, bisexual, or transgender (LGBT). Yet, LGBT youth make up just 7 percent of the general youth population ❖ 34% of runaway youth reported sexual abuse before leaving home and 43% reported physical abuse before leaving home. ❖ 60% of homeless youth said they were victimized by threats, robbery, or physical or sexual assaults, occasionally experienced in their “safe place.” ❖ LGBT youth represent between 30 and 43 percent of those served by drop-in centers, street outreach programs and housing programs in the U.S
- 5. Research- Contd. ❖ LGBTQ+ suffer disproportionately from homelessness than their heterosexual counterparts ❖ On average the age teens became homeless was 15 and they remained homeless for 2 years. ❖ The numbers accounted for are only those who are visible to the community, there are many more homeless youth who aren’t seen and therefore aren’t accounted for.
- 6. S.M.A.R.T. Objectives S. - To raise awareness for LGBTQ youth in the Tampa Bay area by 25% M. - To decrease the number of homeless LGBTQ youth in Tampa by 10% A. - To raise $25,000 for the LGBTQ youth in our concert event (explained later) R. - To increase recognition of homless LGBTQ youth in the Tampa residents by 15% T. - To achieve decreases in homelessness and increases in awareness by the end of 2019.
- 7. Target Audiences Primary: Who we’re trying to help ❖ Ages 13- 24 ❖ LGBTQ+ Youth ❖ Homeless Secondary: Who we need help from ❖ Older LGBTQ+ ❖ Institute Educational Leaders ❖ Possible Employers/ Mentors
- 8. Strategy Central Theme: ❖ Unify the community to help bring awareness and more help to homeless lgbtq+ youth ➢ Through hosting a two day event catered to our audiences Key Concepts: ❖ The more people that are aware, the more that can help with resources and connections ❖ Allowing the youth to have more opportunities decreases the risk of losing potential valuable community members ❖ Increasing resources to available to the youth in both the amount of safe places in the community and what the safe places offer to assist them. ❖ Give teens a second chance
- 9. Tactics Week of Social Postings and Local Media Appearances Caters to primary and secondary audience and mentions benefit concert 2 Weeks Flyers and Social Media Posts Caters to Secondary audience and mentions two day events 1 Month Event Billboard and Flyers Location: bus seats and public transportation 3 Months General Organization Billboard Location: Interstate and busy roads
- 11. Day 2 Concert Billboard 1 Month...
- 12. Event Flyers for Gala and Concert. 1 Month... Gala benefits all local organizations who provide shelter and services to all homeless lgbtq+ youth
- 13. Flyer and Social Media Post 2 Weeks...
- 15. Media Contacts / Outlets 1 Week...
- 16. Evaluation ❖ Investment vs Return ❖ Amount of people that attended day 1 and day 2 events ❖ How many homeless youth attended each event ❖ Send out survey to attendees (increase awareness) ❖ Exposure of advertisement ❖ Increase of community involvement in recipient organizations ❖ Long Term Evaluation: With more exposure of the organizations how does the homeless youth feel in their safe place(s)?
- 17. Executive Summary Specific Audience Needs Primary ❖ Helping raise more money → allows more resources ❖ Made the problem their facing visible to the public and community ❖ Want to give them a place where they can trust the adults and the system Secondary ❖ Events catered to those of all ages ❖ The more people reached, the higher possibility they have of helping to provide resources to safe places
- 18. Executive Summary- Contd. What we learned… ❖ The importance of using multiple media outlets and advertising methods ❖ Often times different audiences find similar issues important ❖ The difference of good PR campaigns and bad ones are how much time is spent maximizing available resources and reiterating the importance of the cause ❖ There is no exact structure on how to be successful in PR. Each client is different and each cause or motivation for the campaign or press release is different too.