Proposed Communications Support

Transcription

1 Proposed Communications Support for Roland Williams Champion Academy Summer-Fall 2017 Presented by Tipping Point Communications

2 COMMUNICATIONS OBJECTIVES Launch POWER OF ONE volunteer campaign and successfully target audiences to increase sponsorships Craft stories to push the mentoring and enrichment aspect of CA Identify and engage potential sponsors to encourage a financial or in-kind commitment to Champion Academy Provide general communications counsel and coordinate other in-kind communications support from individuals and agencies interested in supporting Champion Academy Highly visual partnerships-increase opportunities to promote literacy, community service, etc. COMMUNICATIONS STRATEGIES Show expansion and growth of organization in year three with launch of Fall POWER OF ONE volunteer campaign Stage Champion Academy events to continue pushing the mentoring/enrichment aspect o Students making back to school appreciation goodie bags for the teachers Tell the story of the Champion Academy s year one to two successes and highlights, with tangible examples of the impact sponsors made during the first two years of the Champion Academy; inspire people from throughout the region to get involved o New $25,000 corporate sponsorship with Five Star Bank to lead the financial literacy education efforts for members and parents o Partnership with UR and URMC that aligns with the University s commitments to o diversity and inclusion Partnership with Rochester Public Library for library cards after Clean Sweep to promote literacy Define and coordinate the specific contributions that interested marketing communications experts can bring to the table to help achieve the communications objectives of the Champion Academy TARGET AUDIENCES Target specific volunteers and age groups that would be good candidates for POWER OF ONE o Students, young professionals looking to get involved, older/retired individuals Successfully target volunteers who could be interested in sponsoring CA students Potential financial sponsors C-level and other budget-managing executives at organizations throughout the Greater Rochester Area o Top execs at for-profit companies that illustrate a commitment to social responsibility o Leaders at local foundations o Philanthropists Potential in-kind sponsors Executives at local companies that could provide expense-reducing in-kind donations o In-kind to support operations: car dealers, airlines, hotels, etc. o In-kind to provide Champion Academy students awards/benefits: pizzerias, restaurants, health/fitness clubs, technology companies, etc. o In-kind to support awareness building: media outlets, marketing communications specialists/agencies, etc. General audiences from throughout the Greater Rochester Area o Potential mentors page 2

3 o o Potential participants in crowdfunding efforts Editorial staff at regional media TACTICS Media Relations Comprehensive Media Lists - Local and regional editors, reporters and columnists covering beats including: education, health & wellness, sports, City of Rochester, community, good news - Relevant New York State and national broadcast, print, and online media Media Materials Development - Update existing Champion Academy media materials to incorporate second year progress - Materials to include: o Fact sheet on Champion Academy and progress to-date; highlights Examples: 94% of active members increased or maintained school attendance 90% of active members increased or maintained academic performance 89% of active members improved attitudes towards avoiding risky behaviors including drugs, alcohol, crime and violence 94% of active members increased or maintained self-confidence to accomplish future goals o Backgrounder on POWER OF ONE volunteer, other big mentors and organizers o Press releases for specific moments in time Story Pitches POWER OF ONE volunteer campaign launch and how it will impact the organization o Press Conference photo-op at MLK Park Highlight a program participant who has changed their lives o Both angles-student as well as a volunteer One individual s story/experience of becoming a Power of One volunteer in an hour Student making appreciation basket for teacher Identify key reporters/columnists and pitch targeted in-depth stories to reinforce Champion Academy s rapid growth after two years of implementation: o Specific e-mentors and volunteers (particularly those who are prominent in community) o Academic components of Champion Academy-Statistics from second year 74 Members achieved a 3.0+ GPA and 6 Members achieved a 4.0+ GPA o Specific participants previous participants as possible and their perspective on the program Press Releases - Develop and distribute news releases to increase awareness of Champion Academy at specific moments in time: o Year results as updated o Back-to-school campaign o Report Card page 3

4 o Community service opportunities- Day Party Series: Science Museum, Bike Ride, Clean Sweep and library cards o Student Draft Party o o College Tours-UR July 21 o Orchestra with Eastman Theatre o Senior Party Photo Ops - Encourage cameras to cover interesting/engaging moments via scheduled photo ops: o POWER OF ONE campaign launch and press conference in MLK Park o Community Service Projects Day Party Series July 24,25,26 o Imagine RIT o Student Draft Party/Press Conference Encourage WXXI and D&C to cover o July o Orchestra with Eastman Theatre o Field Trips o Senior Party Roles/Responsibilities Tipping Point is responsible for media relations surrounding Champion Academy events throughout the Summer/Fall 2017 o Including media alerts, press releases, photo-ops, media interviews, etc. Tipping Point and Champion Academy will re-group after the Fall to discuss future public relations efforts page 4

5 Current Schedule of Sponsorship Meetings & Media Appearances: Calendar will be updated as work progresses ~ July 2017 ~ Sun Mon Tue Wed Thu Fri Sat Day Party Series Day 1-Science Museum Day Party Series Day 2-Bike Ride with City of Roc NOTES: Day Party Series Day 3-Clean Sweep & Library Cards page 5

6 ~ August 2017 ~ Sun Mon Tue Wed Thu Fri Sat Back to School Love for the teachers 2-3:30 (possible move to week of September 11) Orchestra with Eastman Theatre 4p.m Notes: page 6

7 ~ October 2017 ~ Sun Mon Tue Wed Thu Fri Sat POWER OF ONE Launch-Reveal 3:30 p.m. MLK Park Notes: page 7

8 ~ November 2017 ~ Sun Mon Tue Wed Thu Fri Sat Senior Party: TBD Notes: page 8