HELP THE HOMELESS

Strategic Communications Plan: Final Submission

Project Team 1
Kyle Rudy, Tanisha Hamil, Alfredo Gonzalez, Katheryn Turner
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Table of Contents

Strategy Overview...... 2

Channels/Media Mix/Budget.... 4

Tactical Plan. 6

Strategy Overview
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Learning Objectives

This project relates to the following SLCC Learning Outcomes:

SLCC Learning Outcome 1Effective Communication
Understand the generative power and social nature of communication.
Evaluate and respond to diverse written and oral communication situations effectively
and persuasively.
Develop functional literacy as they write typical forms of business documents, such as
memos, letters, and proposals.
Develop an effective business writing style.
Function well in groups.
Use technology and business software effectively.
Understand the effects of technologyfor good and for illin business communications.

SLCC Learning Outcome 4Civic Engagement

Consider and perhaps choose the option to learn through a service-learning project with a
community partner or another appropriate target audience.
SLCC Learning Outcome 6Computer and Information Literacy
Students develop computer and information literacy. This includes:
Using contemporary computer hardware and software to effectively complete college-
level assignments.
Gathering and analyzing information using technology, library resources, and other
modalities.
Understanding and acting upon ethical and security principles with respect to computer
technology and to information acquisition and distribution.
Distinguishing between credible and non-credible sources of information, and using the
former in their work in an appropriately documented fashion.

Help the homeless

Every year many people go without a home, food, and other daily needs. This taxes the
community and resources into a state of submission. By helping the homeless we help the
community grow and expand and reduce the need for additional resources that could be spent
elsewhere. Raising awareness is critical to seeing a change in the homeless population.

Communication Objective
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Closing the gap between the homeless, and the general population in Utah, by educating and
informing the public of the issues surrounding homelessness and its effects on the community.
When many people are at risk of being homeless and ignore the central problems, it creates an
over taxed system that makes recovering harder. Information and knowledge are the starting
point for any plan of action to prevention and recovery. By informing all members of the
community we hope to raise awareness and build a better understanding of things at a local level.

Target Audiences

1. General Adult Population

a. Demographics: male & females ages 18-65 residing in the State of Utah

b. Psychographics: Conservative, religious, high community value

2. Students: specifically, those who are pursing service opportunities within their own
communities

3. Utah State Lawmakers: Few changes can survive without a solid plan and government
must be involved in many decisions when dealing with the members of the general
public.

Messaging Goals

The goal of this communication campaign is to support the following:

1. Encouraging the community to donate funds/volunteer their time to the Volunteers of

America, Utah
2. Raise awareness of homelessness in Utah
3. Convince local businesses to donate goods to Volunteers of America Utah
4. Educate and inform our audience of the Volunteers of Americas provided resources for
those in need

Key Messages

Helping the homeless back on their feet contributes to rebuilding our community
A community is only as strong as its weakest member
The first steps to preventing homelessness is education and a stable home environment
Donation isn't the only solution, research on how you can help in your local community
Give a man a fish you feed him for a day. Teach a man to fish, you feed him for a
lifetime.
Channels/Media Mix
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Communication Channels & Message Frequency

1. Email Marketing
E-newsletter blast every week
Periodic email blasts around service opportunities

2. Social Media
Multiple updates each week
Where are they now (success stories)

3. Lectures
Traveling to each Utah county; educating communities on Volunteers of America
Utah, and what they can do to help

Budget

Anticipated budget for this campaign would revolve around Facebook ads, and possible e-mail
distribution lists.

Facebook Ads: $0.16 - $1.00+ per click, depending on ad quality, audience, and the size of our
industry.

E-mail Distribution Lists: ($1,000 - $1,500) per 10,000 contacts

Tactical Campaign Plan

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Event Campaign August 2017

Use consistent image across all three advertising platforms and web link for Volunteers of
America Utah
Main message: Join Us for a day of Service; rebuilding the Community
Advertise via social media outlets and e-mail blasts
Offer a link to sign up for event

Fundraising July-August 2017

Set a realistic fundraising goal
Clearly communicate how the funds are used
Attach Paypal link to Facebook and E-mail Marketing Campaign for easy access to
donate
Email blast/social media post. We reached our goal! Thank you all for your participation
and support!

Education/Awareness July-August 2017

Post statistics regarding homelessness in Utah
Use YouTube videos to portray message
Post links to community resources

Conclusion

Developing a strategic plan to close the gap between the homeless and the general Utah
population, through education and working as a community, leads to fewer unsheltered, people in
need. It allows economic growth, community bonding, and a lower crime rate.

Every successful individual knows that his or her achievement depends on a community of
persons working together. - Paul Ryan

References
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Brown, M., Vaclavik, D., Watson, D. P., & Wilka, E. (2017). Predictors of homeless services re-
entry within a sample of adults receiving Homelessness Prevention and Rapid Re-Housing
Program (HPRP) assistance. Psychological Services, 14(2), 129-140. doi:10.1037/ser0000112

Gabrielian, S., Hamilton, A. B., Alexandrino, A. J., Hellemann, G., & Young, A. S. (2017).
'Theyre homeless in a home': Retaining homeless-experienced consumers in supported housing.
Psychological Services, 14(2), 154-166. doi:10.1037/ser0000119

Hodge Jr., J. G., DiPietro, B., & Horton-Newell, A. E. (2017). Homelessness and the Publics
Health: Legal Responses. Journal Of Law, Medicine & Ethics, 4528-32.
doi:10.1177/1073110517703314.

Tsai, J., Jenkins, D., & Lawton, E. (2017). Civil Legal Services and Medical-Legal Partnerships
Needed by the Homeless Population: A National Survey. American Journal Of Public Health,
107(3), 398. doi:10.2105/AJPH.2016.303596