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Easter Seals

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by

Kelsie White

on 28 April 2010

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Transcript of Easter Seals

A Public Relations
Campaign Plan for
Easter Seals Central Pennsylvania's North Central Region Kelsey - Team Coordinator
Kelsie - Creative Director
Elle - Copy Editor
Amy - Media
Britt - Event Coordinator
Lauren & Rebecca - Research The Client The Problem Research Results Goals & Objectives Strategies Strategies Continued... Implementation Evaluation Stewardship Conclusion Easter Seals, originally known as the National Society for Crippled Children, is a national nonprofit organization that was started in 1907 by businessman Edgar Allen

In 1967 it adopted the name “Easter Seals,” named after a fundraising campaign they were employing

The Easter Seals Central Pennsylvania's North Central region is a part of the Easter Seals Central Pennsylvania, an affiliate of the national nonprofit, and is located in State College

It serves children, primarily between birth and approximately 12 years of age

With services that include: the child development center, early intervention, speech therapy, and recreation and respite. Of the families served at the North Central region, 56% receive some sort of financial aid and 18% are single parents

The North Central region must handle an annual shortcoming of $228,000 for children with special needs

This monetary loss is made up through fundraising

The organization will use its current VIC Campaign as a vehicle to drive community awareness through a media campaign

Post research findings from the media campaign will be used to measure increased awareness

The public relations efforts will address increasing awareness of the North Central region and its services among the Centre County families. After conducting random digit dialing phone
surveys the team found that....
Goal: Increase awareness of
the North Central region and its services among the Centre County Community


Objectives To have the North Central region and the services provided to Centre County mentioned or referenced on at least 1 radio stations by April 19, 2010. (impact - informational)
To have the North Central region and the services provided to Centre County mentioned or referenced in at least 2 local print media by April 19, 2010. (impact - informational)
To have the North Central region and the services provided to Centre County mentioned or referenced in at least 10 local church bulletins by April 19, 2010. (impact - informational)
To stimulate engagement with the Centre County community through the adoption of a North Central region Facebook fan page and recruitment of a total of 50 followers by April 19, 2010. (output) The news media was utilized
By targeting various local news media the
public relations team planned on reaching
the various cohorts within the target
audience
With the overall goal of the campaign being to raise the awareness, the news media channel is an important channel to utilize (especially because it was cited as the number one source used to gather information on charities by the survey participants)
The team also planned on utilizing social media
The social media pages can be utilized to encourage community engagement and to share news, information and event details
Finally, reaching out to local churches and religious centers will serve as another means to reach the target audience The team was able to send out one press release on April 20th

The team hopes that the North Central region will follow the outlined plan within the campaign book for further implementation The team encourages the North Central region to utilize both social media and all local news media to continue to build their relationship with Centre County residents

If the region can continue to gain news coverage, they will receive continued support from the Centre County community The Team Plan A: Media Monitoring
Media monitoring is a means to keep track of local media coverage of Easter Seals.

Plan B: Random Digit Dialing
Plan B can be used and is recommended in addition to Plan A
Compare the findings of a post-survey with the findings from the pre-survey
The post-survey will encompass similar questions to the pre-survey with some additional questions concerning their awareness of Easter Seals’ presence in the media
The public relations team encountered many ups and downs over the course of the campaign, but ultimately felt it was a successful learning experience and hopes that Easter Seals Central Pennsylvania’s North Central region can eventually utilize the findings and tactics for the advancement of their organization

Full transcript