Homeless Shelter Media Plan

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

Target audience is the wealthier population of Manhattan so they might not

understand or care about anyone of lower economic status

Opportunity and issue analysis

Strengths
Manhattan has a strong community presence. This project will increase a
sense of community by helping less fortunate.
There is a strong population willing to volunteer in Manhattan. Students and
organizations on campus are always looking to help out so there wouldnt be a
lack of volunteers which is a big strength.
The homeless shelter on the east side has proven to do well which gives hope
for the west side.
The mayor and city planners are open to suggestions from the public and are
willing to hear their complaints.
Weaknesses
Manhattan is about tradition so many residents are set in their ways, not
wanting to change.
The police department and city planners havent included the city as a whole
in the decision making process so a lot of them feel left in the dark. For this
reason, it will be hard to get them to change their minds at public forums.
There is no way to promise the control of taxes because Manhattan needs a
financial outlet to help maintain the shelter.
Opportunities
This creates a lot of volunteer opportunities for students, athletes and
members of the community wanting to help out.
Homeless citizens of Manhattan will now have a place to stay which promotes
what Manhattan is all about: community.
The city overall will have a cleaner environment without random people
sleeping on the streets.
The shelter will have programs to help these citizens get back to working
again which might help Manhattan economically with more people in the
work force.
The shelter could actually save lives by providing food for starving families
and an escape from the extreme cold weather.
Threats
Residents fear the shelter will make the value of their homes fall drastically.
There is a possible tax hike that could come at the expense of the city building
this shelter.
It could draw more unemployed individuals to migrate to Manhattan.
Its not guaranteed that the individuals sleeping under bridges and in
alleyways will actually use the homeless shelter.

News Release
FOR IMMEDIATE RELEASE
Feb. 26, 2015

FOR MORE INFORMATION, CONTACT:

Megan Herren
Director of Media Relations
904-400-9334
mherren@ksu.edu

Manhattan plans to open new homeless shelter

Manhattan, Kan. The city of Manhattan plans to open a new homeless shelter on the
west side of town by Nov. 1, 2015. Riley County Police Department, Social Workers and City
Planners hope to help the population of those living on the streets.
With cold weather approaching, I want our city of Manhattan to be a positive influence
on those less fortunate, said Manhattan Mayor Bob Smith.
As many as 100 individuals have been reported to be living under bridges, in city parks
and in alleyways.
The City Commission passed the vote 6-3 in favor of using city funds to build the shelter
and soup kitchen. The location of the shelter will be off of K-18 and Scenic View Drive to
provide easy access.
Many concerns have been brought to the citys attention by residents. These include
home values decreasing, taxes increasing and unemployed individuals moving to Manhattan.
Public forums have been set up to address these concerns. Residents may talk with City
Commissioners, City Planners and the Mayor.
We are more than willing to hear what residents have to say before we continue this
project. We are open to better suggestions, said city leader John Doe.
The first public forum will be held Thursday, March 5 at 6:30 p.m.
###

Social Media Release

Manhattan plans to open new homeless shelter
Shelter to open Nov. 1
Feb. 26, 2015: 8:38 p.m.
News Facts
The city of Manhattan has decided to build a homeless shelter on the west side.
The shelter and soup kitchen are scheduled to open Nov. 1, 2015.
At least 100 individuals have been spotted living under bridges, in parks and in
alleyways.
The City Commission passed a vote 6-3 in favor of using city funds to build the shelter.
The shelter will be built off of K-18 and Scenic View Drive.
Public forums have been set up for residents that have concerns.
Residents will be able to talk with city commissioners, planners and the mayor to give
suggestions.
Quotations
With cold weather approaching, I want our city of Manhattan to be a positive influence
on those less fortunate.
Bob Smith, Mayor, Manhattan, Kansas
We are more than willing to hear what residents have to say before we continue this
project. We are open to better suggestions.
John Doe, city leader, Manhattan, Kansas
Multimedia
Photo of construction site
Link to radio announcement
Link to traditional news release
Video: Mayor addressing concerns and announcing public forums
Related Links
City of Manhattan website: http://www.cityofmhk.com/
Website for current homeless shelter: http://www.mesikansas.org/
For More Information
Megan Herren
Director of Media Relations
904.400.9334
mherren@ksu.edu

Audio News Release

Title: Homeless Shelter
Client/Sponsor: City of Manhattan
Length: 30 seconds
Air Dates: Until further notice
Manhattan continues to carry on the legend of family even outside of our university. A new
homeless shelter has just been approved to be opened by early November. At least 100
individuals have been spotted around town living in city parks, under bridges and in alleyways.
Weve decided to do something about it. This is our citys way of showing what community is
all about. Helping the less fortunate. Giving back to our community. When you think Manhattan,
you think family. Because thats what were all about.
###

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

TOTAL CALCULATED EXPENSES: $3,303.05

Money left over for miscellaneous expenses: $1,696.95

Media Contact List

Manhattan, Kansas
Name: Bethany Knipp
Organization: The Manhattan Mercury
Position/title: Reporter
Phone: 785-776-2300 ext. 251
Fax: 785-776-8807
E-mail: bknipp@themercury.com
Website: www.themercury.com
Deadlines: N/A

Name: Melissa Brunner

Organization: WIBW-TV
Position/title: News Reporter
Phone: 785-272-6397
E-mail: melissa.brunner@wibw.com
Website: www.wibw.com
Deadlines: N/A

Name: Cathy Dawes

Organization: KMAN Radio
Position/title: News Director
Phone: 785-776-1350
Fax: 785-539-1000
E-mail: news@1350kman.com
Website: www.1350kman.com
Deadlines: N/A

Name: Chloe Creager

Organization: The Collegian
Position/title: Metro Editor
Phone: 785-532-6556
E-mail: ccreager@kstatecollegian.com
Website: www.kstatecollegian.com
Deadlines: N/A

Name: Steve Harvey

Organization: Channel 8 News
Position/title: News Director
Phone: 785-532-6890
E-mail: sharvey@ksu.edu
Website: www.k-state.edu/ch8/
Deadlines: N/A

Name: Gregg Ireland

Organization: The Topeka-Capital Journal
Position/title: Publisher (no specific name for head news reporter)
Phone: 785-295-1115
E-mail: gregg.ireland@cjonline.com
Website: www.cjonline.com
Deadlines: N/A

Name: Jean Turnbough

Organization: KSNT News
Position/title: General Manager
Phone: 785-582-4000
Fax: 785-582-4783
E-mail: newsroom@ksntnews.org
Website: www.ksnt.com
Deadlines: N/A

Name: Matthew Droge

Organization: Riley County Police Department
Position/title: Public Information Officer/Public Relations
Phone: 785-537-2112 x3048
E-mail: mdroge@rileycountypolice.org
Website: www.rileycountypolice.org
Deadlines: N/A

Name: Rodney Baker

Organization: KJCK-FM Radio
Position/title: Radio DJ
Phone: 785-762-5525
Fax: 785-762-5387
E-mail: No e-mail listed
Website: www.powerhits975.com
Deadlines: N/A

Name: Carly Evans

Organization: B1047 Radio
Position/title: Program Director
Phone: 785-776-1350
E-mail: carly@b1047.com
Website: www.b1047.com
Deadlines: N/A