1. diverCITY PR April 27, 2009 Jour 450 Prof. Hinckley

3. Stacey Cooper

4. Lauren Tejeda

5. Katherine Wong

6. What is diverCITY PR?

8. Homogenous membership base

9. Perceptions of Sierra Club members

11. Expand communications with collegiate students

12. Demystify any negative perceptions

13. Encourage minorities to consider Sierra Club membershipCOMMUNICATIONS GOALS

14. OBJECTIVES

15. KEY AUDIENCES Young Adults & professionals College students Minorities Females Christian organizations

17. Sierra Club has the background and expertise to combat tough environmental issues.

18. The Sierra Club is and always has been a community based, grassroots organization

20. Identify key audiences

21. Access current attitudes and perceptions of the organization

22. Primary research

23. Interview Sierra Club members/employees

24. Survey members of target audiences

25. Secondary research

26. Analyze current Sierra Club PR efforts

27. Research competing environmental organizations

29. Target media outlets

30. Identification of specialty publications

32. STRATEGIES AND TACTICS

33. TIMELINE

34. TIMELINE

36. Traditional media assessment

37. Social media analysis

38. Measurable objectives

39. Benchmarking data

40. Membership

42. Comments

43. Thank you