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Team

Team. Gloria Trinidad, University of Arkansas Mallory Ham, Freed-Hardeman University Julie Coppedge, Abilene Christian University Sara Eisen, Rutgers University. Positioning: Overview. Private, non-profit organization that provides 24-hour emergency residential care

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Team

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  1. Team Gloria Trinidad, University of Arkansas Mallory Ham, Freed-Hardeman University Julie Coppedge, Abilene Christian University Sara Eisen, Rutgers University

  2. Positioning: Overview • Private, non-profit organization that provides 24-hour emergency residential care • Children are able to stay for 45 days within a 6-month period.

  3. Positioning: Services Services Provided: • Emergency care • On-site counseling • On-site school • Expanding Horizons

  4. Research Abuse in Northwest Arkansas: • Washington and Benton counties– 3rd and 4th highest number of incidences • May 2012 -- 85 cases, a monthly record-high • 12% of the states children in foster care in 2012

  5. Target Audiences • Employees • Volunteers • Current donors • Community members • Students • Churches • External stakeholders • Media • Opinion leaders and elected officials

  6. Overall Goal Use effective communication to increase both awareness and funding for Children’s Shelter X to yield internal and external growth.

  7. Strategy: Social Media Improve communication through social media to: • Maintain a presence on current platforms • Increase generation of original content • Expand Children's Shelter social reach

  8. Strategy: Internal Manage and maximize internal communication by: • Creating sense of advocacy in employees and volunteers • Enhance communication capabilities through increased staffing

  9. Strategy: External Create and communicate messages that: • Raise awareness of services provided by the Children's Shelter • Build positive relationships • Encourage community to give

  10. Key Messages Children’s Shelter Xis a secure, safe environment for children while providing them with a sense of comfort and support they have never experienced.

  11. Key Messages Children’s Shelter X is the only children's shelter within 300 miles that provides services to children from infants to age 17 who are victims of violence, neglect, and abuse.

  12. Key Messages Children’s Shelter X is only provided 20% of funding from the state, whereas 80% must come from donors. This funding enables CSX to provide a safe haven to 550 children each year.

  13. Tactic: Staffing • Advertise for an unpaid marketing and community relations intern to assist Director of Marketing

  14. Tactic: Talking Tour • Invite local journalists for personal tour of the shelter • Position Children's Shelter X as a hidden resource providing safe haven for kids

  15. Tactic: Social Media • Improve communication with followers and reach out to new audiences using: • Facebook • Twitter • Pinterest • Instagram

  16. Social Media: Facebook Current Page • 4,353 "likes" • 26% increase from March 2012 • 111 talking about this page Tactics • In the next year, increase "likes" by 35% (about 5,800) • Generate 2-3 original posts each week, including pictures • Tag relevant organizations in posts

  17. Social Media: Twitter Current Page • 278 tweets • 112 followers • 145 following Tactics • Generate 10 original tweets a month • #transformationtuesday • #throwbackthursday • Retweet at least 1-2 tweets from other organizations, donors, employees or people • Follow 150-200 more organizations • Mention and tag organizations in tweets

  18. Social Media: Pinterest Structure • Develop boards to emphasize the unique qualities of the Children's Shelter • Education/classes • Field trips • Outstanding community members • Exceptional employees • Fundraising events • Child abuse prevention Expand network • Repin other relevant pins • Advertise Pinterest on other social media (without linking)

  19. Social Media: Instagram Free mobile app for photo sharing and social community engagement. • Offers untraditional visual appeal • Increase exposure, engagement • Stimulate emotion Suggested content categories: • Emotional link to kids • Branding • Sponsors/Donors/Employees/Volunteers • Event promotions • Facility • Education

  20. Measurements Analyze the amount of social media involvement: Facebook • Interactions the Children's Shelter page Twitter • Whether or not there was a gain in followers • How many retweets and favorites received Pinterest • How many repins Instagram • Whether or not a following was received • How many comments and favorites received

  21. Additional Measurements • Analyze use of mobile donations • Track visits to the Children’s Shelter X website

  22. Additional Ideas • Develop general crisis plan and train all employees/volunteers • Amp up social presence with National Child Abuse Prevention Month

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