Beruflich Dokumente
Kultur Dokumente
MC 645: PR Campaigns
Audiences
Residents moving into the new homes being built by the homeless shelter
Students of Kansas State University and Manhattan High School
All residents of Manhattan that may be affected by the tax hikes
Goal
To increase support from the Manhattan community as a whole by 40 percent by Nov. 1, 2015.
Objectives
1. To give biweekly media updates on the progress of the homeless shelter to the Manhattan
community starting March 2 until Nov. 1.
2. To host a special event for the public every other month starting in March until the grand
opening of the homeless shelter on Nov. 1. There will be five events total: March, May,
July, September and November.
3. To increase community involvement with the homeless shelter by 40 percent by Nov. 1.
Tactics
1. To write and deliver press releases, audio releases and video releases biweekly starting
March 2 to be distributed to all outlets on the media contact list through Nov. 1.
2. To hand out fliers to five neighborhoods each week starting March 1 in order to reach all
residents in Manhattan by Nov. 1.
3. To post weekly updates on the progress of construction, public hearings and special
events for the homeless shelter on the Manhattan Urban Area Comprehensive Plan
Update webpage (www.manhattanarea2035.com) starting March 2 until Nov. 1.
This website has an online forum for residents to provide feedback and actively
engage in the planning process for the homeless shelter which helps for the
increase of community involvement.
4. To partner with a restaurant in Manhattan to sponsor the homeless shelter by April 1. A
total of 500 brochures will be displayed at this restaurant starting April 1 each day until
Nov. 1.
5. To create social media accounts by March 9 for the homeless shelter and update the
accounts daily, creating interactive posts such as questions and contests for residents to
be involved with.
Example: Whoever retweets the most tweets from the homeless shelter account in
the time frame of two weeks receives a $25 gift certificate from the restaurant that
sponsors the shelter.
6. To host an event every other month up until Nov. 1 in City Hall for information on
shelter, sign up opportunities to volunteer and free food and prizes to engage residents
who attend these events.
Messages
1. Manhattan: where community means more than just living in the same area.
2. When you think Manhattan, you think family.
3. The Little Apple helps others in big ways.
Situational Analysis
City of Manhattan: Homeless Shelter and Soup Kitchen
Product Situation
Product: Homeless Shelter
Market/consumer: Residents of Manhattan, Kansas
Residents living close to homeless shelter, students of Kansas State University,
residents as a whole
Client: the city of Manhattan
Recently voted to pass the construction of a new homeless shelter on the west side
of town.
Need for product: There is currently only one homeless shelter in Manhattan that
doesnt have enough room for the amount of homeless people throughout the city. The
new shelter will include a soup kitchen, increased living space for the homeless
population and an assistance program to help re-house homeless families. This product
will decrease the population living on the streets of Manhattan and increase a sense of
community and cleanliness.
Competitive Situation
Main competitors: Families moving into new residential homes that arent in favor of
living by the new homeless shelter
Because theyre building new houses, this could indicate they are wealthier
families which may benefit the shelter financially. However these families are
also worried about tax hikes so it will be a challenge to get them financially on
board.
Distribution Situation
Press releases
Public forums with live video stream for those unable to attend
Radio announcements
Special events at homeless shelter on east side
Social media
Environmental factors
External
New homes nearby valued at $300,000
o Values of the homes are feared to drop drastically with homeless shelter
nearby
Tax increase to support homeless shelter
Risk of unemployed individuals migrating to Manhattan area
Internal
Volunteers needed to work at homeless shelter
News Release
FOR IMMEDIATE RELEASE
Feb. 26, 2015
Budget Breakdown
Budget: $5,000
Flyers
FedEx Printing Services
1,000 flyers = $289.99
$289.99 x 10 = $2899.99
TOTAL: 10,000 flyers for $2899.99
Brochures
FedEx Printing Services
500 brochures = $299.99
- City is only using 500 brochures so there is no math necessary.
TOTAL: 500 brochures for $299.99
Special Events
Food: provided by sponsoring restaurant
Presentation boards for information: $10 each
Four boards around the room x $10 = $40
Printed material on presentation boards: $.59 per sheet
Eight sheets of paper used per board x four boards = 32 sheets
32 x $.59 = $18.88
Decorations:
One pack of balloons for $4.29
10 table cloths for $3.99 each (10 x 3.99 = $39.90)
$39.90 + $4.29 = $44.19
TOTAL: $103.07
$2899.99 + $299.99 + $103.07 = $3,303.05