PR Throne
PRE 4600 Public Relations Campaigns Spring 2013
Client: SACRED PATHWAYS
Akeem Deacon
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TABLE OF CONTENTS
Executive Summary3
Research..4
Planning..7
Implementation..10
Evaluation..17
Appendix19
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EXECUTIVE SUMMARY
Sacred Pathways, Inc. is a crisis ministry in Pembroke, North Carolina. Services are
focused on the hungry, the addicted, the dislocated, and persons dealing with all kinds of
emergency situations.However, this non-profit organization struggled with inadequate funding
and public awareness for their services at their facility.
UNCP public relations seniors helped to revamp and relaunch all of their
communication channels in order to increase awareness and recruit volunteers.Through extensive
research we were able to design a new website, create one issue of the E-newsletter, increase
Facebook likes to 766 and distribute newly designed brochures at the Earth Day event on behalf
of Sacred Pathways. The campaign successfully boosted awareness of Sacred Pathways.
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RESEARCH
Background Research: Background research was conducted to find information on the client.
(Information found on Sacred Pathways online and in their brochure
Initial Client Interview
Desire to expand its donor base; 80% of donations come from local churches
Services Provided: Week-day soup kitchen for breakfast and lunch,Weekend hunger bags
and monthly family food boxes, STD Testing; referrals; counseling, on-site pastoral
counseling, referrals and follow up for many other crisis situations, Emergency Food
Distribution: Food donation to senior citizens through partnership with local home health
care agencies, Food box distribution to USDA eligible families and children on site and
with faith partners, and certified Benefit Bank Site
A more attractive and up-to-date website can give an organization a much more
professional look so that donors, volunteers and the rest of the community can take them
seriously.
Staying active on the social media site can generate buzz around Sacred Pathways.
Need list
Color scheme
1/3 of people living in Robeson County have incomes are below $15,000 a year
Sacred Pathways treat their clients like family, no matter gender or race
Robeson Community College will assist Sacred Pathways with planting a community
garden by donating 5 beds of plants funded by NC BioNetwork
The NC BioNetwork grant will teach the Robeson County how to grow vegetables,
nutrition value and opportunities to learn more at colleges
Vegetables that are left over at the Robeson County Community College garden are
donated to local food banks and crisis ministries
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PLANNING
Goal
o Enhance the overall communication outlook of Sacred Pathways
Objectives:
o To create and design Sacred Pathways website by April 20
th
(See Appendix A)
o To increase Facebook page likes by 20% by April 26th
o To create an e-newsletter subscription by April 25th
o To distribute 150 brochures by April 30th
o To create professional publications and present at Sacred Pathways Earth Day
Event
Strategy:
o Improve and establish communication channels and cross promote among each
other as well as presenting the organization materials at community events
Tactics:
o Website
! Register with Weebly.com
! Learn how to use graphic design program
! Redesign the website
! Write, edit content on the website and make other additions (social icons,
history, contact us, etc.)
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o Social Media
! Update Facebook
! Create a system to help the organization stay active online
! Schedule images and status to be sent at a certain time for Sacred Pathways
! Set up activities to involve target audiences on Facebook page
! Post Sacred Pathways services, updates and events
o Newsletter
! Bridge communication with potential donors and volunteers
! Write about Sacred Pathways services, updates and events
! Include Board of Directors pictures and names
! Include a letter from the Director about upcoming project and overall
progress
! Supply recipients with the website and social media handles
o Brochure
! Design a brochure that targets donors, volunteers
! Cross promote the website and Facebook
o Earth Day
! Showcase Tri-Fold at Earth Day event
! Distribute 25 Brochures
! Recruit 5 volunteers
! Give out free samples of seeds (flowers, watermelon, peas etc
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! Cross-promote the different channels by displaying the website via
computer, distributing brochures, solicit volunteers and donors for
Newsletter
Themes:
o
Building relationships that restore integrity productivity, and full human potential
Messages:
o
The reward of doing good is ten times what it merits
o
Create positive change in the community
o
Gain leadership skills
o
Happiness stems from helping others. Feel good about yourself
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IMPLEMENTATION
.
Website:
Tactics
Added additional information (social media icons, history, contact info, slideshow, etc.)
Phone #
Logo
Photos: Slideshow
Videos
2. Who We Are
About Us
History
Staff members
Board of directors
Logo
Bible quote
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Facebook:
Tactics:
Updated Facebook
Scheduled images and status to be sent at a certain time for Sacred Pathways
Required for page ownership: Utility bill, tax forms, or certificate of establishment for
non-profit organizations
3. What We Do
Services provided
Events
YLC
Logo
Photos
4.What We Need
Donate
Volunteer
Urgent needs
Logo
Photos
Quotes
5. Contact Us
Address
Main office #
Contact form
Map
Logo
Photos
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Statuses Examples
1. Anything new that Sacred Pathways puts on the website must be linked to its Facebook
account
a. Events, workshops, pictures, volunteer/staff spotlights
b. Created an Event page for Bake Sale event
c. Invited People to page and post statuses about to build hype and notoriety
d. Included information of when, where, and why people should go
2. Once a week reach out to gain new volunteers
a. Want to lend a helping hand to someone in need. Volunteer for Sacred Pathways at
(website here) or call (number)
b. Want to join our staff? Apply now to become a volunteer
3. Reached out to donors
a. Dont live in Pembroke but want to help? Donate Now to lend a helping hand to
Sacred Pathways.
4. Introduced Sacred Pathways to the community
a. Expand network to students/teachers/locals/ government officials/ individuals
outside of Robeson County
b. Post opened statuses that require feedback
c. Stay active
5. Newsletter.
a. Ask for new subscribers for newsletters
March 7
th
, Good Luck PR took ownership of the Sacred Pathways Facebook page
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Newsletter:
Tactics:
Include a letter from the Director of upcoming project and overall progress
Articles about relevant topics in Robeson County and around the world.
5. Volunteer Opportunities
Make sure the client is kept in the loop about any changes or information that is crucial to
the development of the campaign.
Do not procrastinate.
Additional research and studying outside the class room is required for better success.