Presentation_The Navigation Center final May
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Presentation_The Navigation Center final May
- 1. Media Relations Plan for The Navigation Center Matteo Bacchi & Wanda Barquin Magnificat Corporate Social Match
- 3. 4
- 4. • Homeless • Celebrities • Politicians • Lawmakers • Social Workers • Local Civil Servants • Potential Donors/Partners • Media Major Newspapers Celebrity Journalists Human Interest Reporters KEY PUBLICS
- 5. Potential Cities Factors included: ● Highest # Homeless ● % of Chronically Homeless ● % of children <18 Washington D.C. & Baltimore New York Los Angeles San Diego
- 6. MESSAGE Only facility developed by the community that provides families shelter and offers longer-lasting solutions.
- 7. The Navigation Center is fully backed by community leaders, city officials and politicians in San Francisco, one of the cities with the highest number of homeless in the country. MESSAGE
- 8. MEDIA STRATEGY Advocacy-based events to allow the homeless, members of the community & the press to interact Celebrity Events Town Hall meetings Volunteer Programs
- 9. TACTICS: Channel Mix Volunteer Events Celebrities Influencers Media Outreach Social Media Parks Churches Town Hall Meetings Movie Screening One-on-one Meet & Greet Press Room Media Pitches Videos Blogosphere
- 10. KPIs Volunteer Events Celebrities Influencers Media Outreach Social Media #Attendees #Volunteers #PPL Served #Registrants #Ambassadors #Attendees #Influencers Media Coverage #Celebrity Sightings #Reporters Tone Discussions #Articles Published Social Media Metrics #Log-ins/day Website Traffic Content Analysis Reach/Impressions Avg. Time Logged-In #Fans/Hits/RT/Shares
Hinweis der Redaktion
- http://www.tubechop.com/watch/5809354 This video illustrated the challenges combating homeless issues… Introduce both, from MCSM, a non-profit organization that is helping our client, the Navigation Center, to promote a different approach in fighting homelessness.
- Homeless do not have easy access to low cost housing and permanent refuge with partners, pets, belongings and neighbors. This is the layout of the Navigation Center, a facility that welcomes homeless with friends/family and offers a longer-lasting housing solution.
- PR Goal: Take this concept nationally . The two objectives are: Promote concept among the homeless, public officials and regional and national media in four new cities Increase concept’s awareness to create Brand Ambassadors over the next 12 months
- 4 key publics with bullets Lawmakers and politicians, Social workers, local civil servants (fire, hospitals) and potential donors, partners and celebrities. Regional and national media coverage from major newspapers, reporters covering general human interests, celebrity reporters and homeless.
- The 4 sites selected are within these 25 cities with extremely high homeless populations worldwide. http://list25.com/25-cities-extremely-high-homeless-populations/2/ New York Los Angeles San Diego Washington, D.C./Baltimore Denver, CO (According to the 2012 Point in Time report from Metro Denver Homeless Initiative, Denver saw an increase in it’s homeless population from 411 to 964 between the years of 2011 and 2012); Indianapolis, IN (There are as many as 2,200 homeless people every night in the city of Indianapolis, which is equivalent to around 15,000 over the course of a year. Thought this city is known for its faith-based shelters, there’s just not enough shelters to provide a place for the entire homeless population); Baltimore, MD (According to a 2011 study, there are about 4,088 homeless individuals in Baltimore, Maryland, many of which are families with children. Today, the city government is making strides towards putting an end to this social problem by creating projects aimed at providing affordable housing and health care); Chicago, IL (As of July 2013, analysis by Chicago Coalition for the Homeless found that 116,042 Chicagoans were homeless in the course of the 2012-13 school year. This is a 10% increase from last year’s homeless population); Washington, D.C. (According to the U.S. Department of Housing and Urban Development, the number of homeless people living in Washington in 2013 was around 6,865. Last year, the city government began to provide shelter to its homeless population whenever temperature levels droped below freezing point. Those who do not want to stay in temporary shelters are provided with a budget to stay in hotels); Tampa, FL (Lack of affordable housing and homeless shelters has contributed to the alarming number of 7,419 homeless people who call the streets of Tampa their home each night); San Diego, CA (The second largest city in the State of California with a population of 1,345,895, San Diego is home to 8,879 homeless people); Seatlle, Washington (According to the 2013 Annual Homeless Assessment Report to Congress, Seattle is home to a total homeless population of 9,106); San Francisco, CA (Around 7,000 to 10,000 people in San Francisco, U.S.A. are homeless, 3,000 to 5,000 of which refuse to live in temporary shelters provided by the government).
- Key Messages are meant to promote the NC concept and build support/trust. The first message is intended for the homeless population, it highlights why it is DIFFERENT.. It keeps families together and offers a 10-day assessments to identify problems and implement solutions.
- This other example targets politicians, civil servants, businesses, celebrities and other stakeholders and highlights the fact that it is a serious concept, already working in San Francisco.
- We want to increase TRUST in the concept and build brand Ambassadors adopting an experiential approach.
- Tactics: EXPERENTIAL EVENTS. BE PROACTIVE…WE ARE PROMOTING A CAUSE with HIGH-Impact/low-cost platforms to recruit and educate homeless and reach out to public, governmental, celebrity, donors, and institutional audiences. Ongoing educational activity to explain the concept and focus on the worthiness of the cause to build trust. Parks and churches to recruit homeless people and volunteers. Invite local companies to sponsor and partner. Town Hall meetings where homeless community and press can ask questions to public official and NC staff. 2) Identify key influencers, business leaders, spokespeople, celebrity advocates, politicians and staffers, coalitions and strategic partnerships. Lots of face-to-face Public Relations with potential donors, government officials, influencers, etc). Host movie screenings of homeless topics followed by Q&A with actor (i.e., inspirational speech/what took him-her to prepare for role/be in character) and public officials. One-on-One Meet and Greet Events with former homeless celebrities. 3) Media needed to increase impact. Find new ways to disseminate message and keep the issue relevant. Have regular press announcements to educate, such as clips archived on the organization’s website Press Room. It should be be home of multimedia resources including press kits, material around personalities along with headshots, bios. Keep homeless profiles along with photographs, video testimonials, reports on the state of homelessness, educational material, homeless’ stories, videos, donors/grants won, spotlight successes, develop stories of famous ex-homeless. Keep recap reports that tell the entire story of the NC, develop white papers on problems/solutions, along with multi-media (videos, pictures). Update/monitor media lists based on results (follow-up, build new relationships). Have monthly campaign updates/summaries on impact on the goal. Lots of face-to-face Public Relations to educate about issue. Identify talking heads to cover the issue from different angles, hospitals, veterinarians, businesses. Identify related causes and invite to develop content, op-eds, open letters, articles. Offer exclusive Media Pitch Interview with broadcasters/TV shows. Make pitches to human interest journalists who may cover stories highlighting the novelty of the approach along with visuals. Explain the concept to city and local news reporters such Baltimore City Paper, Baltimore Sun, etc. Offer an exclusive interview to city news reporters at major newspapers, along with visual material explaining the concept. Also make pitches to political writers (i.e., Politico Magazine, Huffington Post), health, and featured writers at regional newspapers, city magazines (i.e., Washingtonian, Washington Life). 4) Develop stories with videos/pictures to show plight of the homeless and successes. Blogs written by enlisted Brand Ambassadors (i.e., Mark Horvath, founder of Invisible People; Nan Roman, President of the National Alliance to End Homelessness). Create a contributors’ blog where several people (i.e., partners, businesses, organizations, celebrities, homeless, advocates, staff, etc.) can be asked to regularly submit posts. Platform will highlight different voices and share their thoughts on homelessness. Create a Youtube channel to home video series that would feature testimonials and success stories. Cross post (repurpose) on other Social Media platforms (i.e., Twitter, website, Facebook). Invest in WebAds to place information where governmental, influencers and institutional audiences are.
- 1) Count # people attending events; registrations to participate in events; people served; media coverage; number of volunteers, sponsors, Brand Ambassadors and donors. Conduct Pre/Post surveys, polling our publics. 2) To Increase Brand Value we want celebrities/influencers to tell the Navigation Center story, endorsing the NC = increases TRUST Number of influencers attending events, number of sighting of celebrities engaged, and media coverage. 3) Number of news reporters interested, number of articles published, social listening to assess tone of discussion, and Social Media platform metrics (i.e., number of hits, shares, followers, etc.). 4) Conduct content analysis (tone, sentiment with social listening via apps). What content is most engaging? Assess Content Analysis of sentiment of media coverage (i.e., in favor?), number and quality of hits, overall reach, placed in good places with good audiences, positive stories, look at circulation of coverage material.