Public Relations Proposal Wildwood Assisted Living

Transcription

1 HUSKY AGENCY, HUSKYAGENCY.ORG Public Relations Proposal Wildwood Assisted Living Sauk Rapids, Minnesota Prepared by: Rebecca Gruber Agency Staff Megan Andersen, Deonna Brinkman, Tia Erickson, Chandler Foster, Mariah Friederichs Rebecca Gruber, James Halonen, Lydia Johnson, Rachel Knutson, Taylor Koepke Kelti Lorence, Paige Niemiste, Jack O Neil-Como, Colton Reed, Abigail Rist Andrew Russell, Johnnathan Son, Alison Subbert, Malia Svoboda, Carrie Vang Assistant Professor Jannet Walsh St. Cloud State University April 27, 2017

2 EXECUTIVE SUMMARY As an agency, we feel that it would be in the best interest of Wild Wood Assisted Living to implement various strategies in order to improve and promote the positive image of the facility in the Central Minnesota area. Through these strategies, we plan to raise the standards for other assisted living facilities through Wild Wood s examples. Within the Central Minnesota area, we feel that the primary focus needs to be put on the young women between the ages of Women, being the primary focus, are most commonly the people who put their family members into assisted living. This characteristic makes us want to make them our main targets for the campaign, among other groups of people. Throughout our campaign, we plan to use social media and various other strategies highlighted in this proposal to help showcase Wild Wood, and its benefit compared to other assisted living programs in the Central Minnesota area. We hope to create an appealing image of Wild Wood for those who are looking for their family member s next home, and also for other people looking for a great assisted living community to call their next home.

3 HUSKY AGENCY - HUSKYAGENCY.ORG ABOUT HUSKY AGENCY Husky Agency is a student service-learning experience for aspiring public relations professionals at St. Cloud State University. The agency and online platform launched in fall 2016, is located at huskyagency.org. The pro bono student agency works with campus and community clients and partners to gain public relations experience, create professional portfolios and develop skills and confidence. For additional information, please contact: Assistant Professor Jannet Walsh Jlwalsh1@stcloudstate.edu St. Cloud State University Department of Mass Communications 125 Stewart Hall St. Cloud, MN

4 HUSKY AGENCY PUBLIC RELATIONS PROPOSAL WILDWOOD ASSISTED LIVING 1 EXECUTIVE SUMMARY 2 About Husky Agency 3 Statement of Principals 5 Capabilities 5 Situation 6 Objectives 8 Strategy 8 Tactics/Calendar 9 Budget 10 Evaluation 11 Conclusion 12

5 STATEMENT OF PRINCIPALS Our approach to this campaign will be to stay respectful, accountable, and reliable while we cater to the needs of our client. We will keep an open mind to changes in the process and adjust our approach accordingly. Our ultimate goal is to reach our clients communications objectives in a timely manner while keeping all our work at the highest standards. CAPABILITIES Husky Agency is a diverse group of students working to satisfy our clients wants and needs. Although we are still students going through college, we have many professional entry level skills we are able to implement. Being the student learning public relations agency that we are, we have advantages other public relations agencies may lack. Our agency members have a wide arrange of skills to share with our clients. Agency members are Public relations emphasis students, but also have backgrounds in Advertising, Graphic Design, Marketing, Communication Studies, Political science, Psychology, English, History, Journalism, and Broadcast Journalism. Students have fine-tuned their skills with courses in the Adobe Creative Cloud program which includes; Adobe Photoshop, Dreamweaver, InDesign, Audition, and PremierePro. Our members have achieved global awareness through the courses they have taken, and they have gained intercultural communication skills in that process as well.

6 SITUATION Wild Wood Assisted Living is opening a 30-bedroom home in Saul Rapids, Minnesota on February 6, They have no promotional plans currently. They have one staff member dedicated to marketing and outreach. No social media is in place, but they do have a website that has minimal details. SWOT Analysis Strengths (Internal) Brand new facility Location/ wildlife setting in the backyard Pendant Safety Alert System Engaging Staff 24/7 visitation and overnight stay for families Staff to resident ratio is 1:6, usually it is 1:8 Handicap accessible, Wheelchair accessible on 1 st floor Couple Suites Affordable/ prices Weaknesses (Internal) Small rooms No pets No Social Media Small Administrative Staff Not entire building wheelchair accessible No 24/7 nursing

7 SWOT Analysis (cont.) Opportunities (External) Volunteers Community events Possible religious services offered Activities coordinator in the process of being hired Word of mouth in community Threats (External) Former recovery center Located on a highway HIPAA regulations on social media No walking path No crisis plan/ Public relations professional working for company at all Personal Contacts Barry C. Kirchoff, Director, Central Minnesota Small Business Development Center, St. Cloud State University, St. Cloud, Minnesota Briana N. Wright, Consultant, Central Minnesota Small Business Development Center Miguel Campa, Housing Manager, Wildwood Assisted Living, Sauk Rapids, Minnesota Rochelle Platz, Marketing and Outreach Coordinator, Wildwood Assisted Living

8 OBJECTIVES List objectives here. Increase the awareness of the established brand identity of Wild Wood as compared to other assisted living facilities. STRATEGY To introduce Wild Woods excellent care to influencers (ex. local media, health community officials, target audiences etc.) To participate or introduce Wild Wood at the local health care fair. To showcase Wild Wood as the best option for assisted living care for families in search of assisted living communities.

9 CALENDAR / TACTICS All agency work will start after approval of the proposed public relations plan by Wildwood Assisted Living. All work on the project will end April 20, You will need to update the calendar below as needed. Activity Due Date Responsibity Website critique April 20, 2017 Agency Staff Wildwood Introduction Video April 20, 2017 Agency Staff Newsletter, blog: Sample, template April 20, 2017 Agency Staff Establish Social Media: YouTube, Pinterest, Facebook, Twitter Media Relations: Working with journalists, bloggers April 20, 2017 April 20, 2017 Agency Staff Agency Staff Pitches for Media April 20, 2017 Agency Staff Media Kit April 20, 2017 Agency Staff Fact Sheet April 20, 2017 Agency Staff Logo creation April 20, 2017 Agency Staff Brochure April 20, 2017 Agency Staff News Release: Samples, template April 20, 2017 Agency Staff Crisis Communication Guide April 20, 2017 Agency Staff

10 BUDGET Wild Wood Campaign This budget was modeled from Husky Agency, a student service learning organization run by St. Cloud State University students who are working to achieve a Public Relations degree, to help provide free service to its clients. The Husky agency will be providing documents and templates for Wild Wood to print for themselves. Description Quantity Unit Price Cost Advertising budget, expenses paid by Wildwood 1 $ 4,000 $ 4,000 Husky Agency staff, 20 staff members, pro bono 20 $ 0 $ 0 Rochelle Platz, Marketing and Outreach Coordinator, included in salary 1 $0 $0 Total $ 4,000

11 EVALUATION Social Media Monitor the social media use for Wild Wood for a 3 month period in the 2017 year. (February, March, April) Phone Calls Use phone calls to see where people have heard about the organiztion. Surveys Have a survey to see satisfaction of facility by customers, and how they found out about the facillity when they visit.

12 CONCLUSION REQUEST FOR APPROVAL Husky Agency will create a social media campaign for the Wild Wood Assisted Living facility. We plan to target women appealing to their want for a quality care facility to take care of their family members. We want to make our most influential targets, this audience, feel secure and happy with their choice of Wild Wood, and have our main goal to make Wild Wood more of a community and family facility than an average assisted living facility. This is a summary of why this is the best plan for you, our client. We believe that this proposal for this campaign will help you reach your objective of becoming well known and changing the stereotype pf assisted living centers. We also request your approval to start this campaign by the end of the day, February 20, We welcome any suggestions or additional remarks towards this campaign to better fit your needs.