Melissa Romero & Liberti Kimball

The Sandwich Line PR Campaign

For Marilyn Starrett

11/19/2014

2014The Sandwich Line

Table of Contents

Problem to be resolved………………………………………………………………………………………………….. Page 2

Research………………………………………………………………………………………………………………………… Page 2

Background……………………………………………………………………………………………………………………. Page 2

Primary………………………………………………………………………………………………………………………….. Page 3

The Plan…………………………………………………………………………………………………………………………. Page 3

Goal……………………………………………………………………………………………………………………………….. Page 3

Objectives………………………………………………………………………………………………………………………. Page 3

Messages & Themes………………………………………………………………………………………………………. Page 3

Channels & Strategies……………………………………………………………………………………………………. Page 4

Implementation………………………………………………………………………………..…………………………… Page 4

Tactics…………………………………………………………………………………………………………………………… Page 4

Budget………………………………………………………………………………………………………………………..… Page 4

Evaluation…………………………………………………………………………………………………………………….. Page 5

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Problem to be resolved with this campaign____________________________

There seems to be lack of awareness and general apathy among the public surrounding the issue of homelessness. With the number of people experiencing homelessness on the rise in Denver, it is imperative to initiate discussion about the issue and encourage individuals to get involved where they can.

The Sandwich Line aims to open up communication through various social media channels, prompting civic consciousness within its users. Using persuasive and informative technique, this social media campaign will inspire followers to act on their compassion for those experiencing homelessness, and volunteer or donate to local organizations committed to making a change within this less fortunate community.

Research___________________________________________________________

Background

According to a survey by The Metro Denver Homeless Initiative there were 5,812 individuals experiencing homelessness in January 2014, with another 2,230 on the verge of becoming homeless. The demographics might surprise the public who holds the view that most displaced individuals are men with mental incapacities. On the contrary many of those surveyed were women, and almost half were families with children. A good portion of these individuals are employed, however with monthly incomes averaging under $800 per month, many feel that is impossible to make enough to support a household.

According to The Gathering Place, an organization who serves women and transgendered individuals, homelessness typically results from an economic crisis, which could be caused by any number of circumstances: loss of a job, housing-related costs, a relationship ending or family break-up, sudden and/or prolonged illness, substance abuse, severe and persistent mental illness, physical and intellectual disabilities, and many other life-altering situations.

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Primary

Primary research for this campaign will consist of an entrance and exit survey of the fall 2014 PR Campaigns class. The purpose of the survey will be to determine what prior knowledge the class had about the issues surrounding homelessness, and then to determine if new knowledge was gained by the end of the presentation.

The same survey will be distributed among the general public to measure preconceived notions about the demographics of who experiences vagrancy.

The Plan___________________________________________________________

Goal

The goal of The Sandwich Line’s social media campaign is to raise awareness about issues surrounding homelessness in the Denver area, and create change through action by encouraging its audience to engage in programs committed to making a difference in this population.

Objectives

Add 10 followers on all social media channels by the end of the class period Have 1000 engaged followers by December 31st, 2015

Engagement increases social media presence, ensuring that The Sandwich Line’s message gets spread throughout the networks.

Messages & Themes

The message that The Sandwich Line would like to send is that homelessness is not a single sided issue. Its intention is to break stereotypes and highlight individuals who are homeless, shedding a different light on a subject no often talked about.

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0.36

0.43

0.24

17%

Stats

WomenHouseholds with childrenFirst timersEmployed

The theme throughout all channels in the campaign will be centered on the issue of homelessness in Denver. All platforms will provide not only visuals to stir interest, but also calls to action from various organizations encouraging action from its members.

Channels & Strategies

Facebook- Use visuals and share links to local organizations committed to the issue

Twitter- Initiate conversation about homelessness. Use hashtags to promote the topic encouraging activists to engage.

Instagram- Use visuals with commentary modeled after Humans of New York. This platform will create interest among followers to continue to follow the campaign.

Implementation____________________________________________________

Tactics

Incorporate visuals of homeless individuals in Denver with commentary with the goal of stirring empathy within the viewer and a desire to continue following the campaign.

Partner with local music artists to produce mini edits highlighting various issues surrounding homelessness. According to social media today there are more than 700 YouTube video links shared on Twitter every second. The sandwich line intends to use these statics to its advantage and encourage change through these mini music videos.

Spread the word of other organizations committed to assisting the homeless community. The Sandwich Line will serve as a hub to promote events such as food/coat drives, homeless night out and other opportunities to volunteer in Denver.

Budget

The Sandwich Line will operate with volunteers and co-sponsorship with the goal of having minimal expense. Volunteers will research posts as well as produce all visual material. The Sandwich Line will also only collaborate with local artists willing to share their work pro bono. In the future The Sandwich Line may consider an application like Hootsuite to coordinate posts.

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Hootsuite

$9.99 per month

$119.88 per year

Evaluation__________________________________________________________

Talley entrance and exit surveys in class to measure increased knowledge on the subject Check all social media channels to determine if the objective was met Check social media stats monthly to track growth and re-evaluate campaign as needed

For the duration of the rest of the campaign The Sandwich Line will analyze the success of each type of post throughout all the chosen media channels. Volunteers will be instructed to increase or decrease certain types of material based on that data.

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