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Dcap pr strategy 1
1.
2. Situation Analysis
DCAP is in need of funding to continue services for the autistic
children involved in the program.
DCAP lacks a comprehensive communication campaign that
would provide the organization steady volunteers.
The possible obstacles to my project are engaging parents to
participate.
3. Goal
Formulate a strategic plan that
that helps increase donations
for DC Autism Parents.
4. Measurable
Objectives
To create a and page by January 24.
To change the format of the DC Autism Parents website by January
24, to promote &
.
To have over 40 followers on and by February
24.
February 25 create a DCAP channel to use for soliciting
donations.
5. Target Audience
Primary Target Secondary Target
Publics Public
Parents with autistic children in Volunteers in the D.C. Maryland and
the D.C., Maryland and Virginia Virginia area.
area.
Autism Society of America DC Chapter
Georgetown University Center for
Child & Human Development Empowered Parenting
research Assistants
Lollipop Kids Foundation
National Institute of Health
Trainees Our Kids
Arc of DC Inc.
7. How to Reach our Primary
& Secondary Publics?
NBC4 WTOP
FOX5 WNEW
WUSA9
ABC7
DC Urban Mom and Dads YouTube
Adventures in Autism
A Parent in Silverspring
Autism Community
8. Key Messages
Reach
Primary & Secondary Publics!
“ Where children
“Where parents
with autism
empower parents”
grow.”
“ Where every child
has a talent and a
future.”
9. Strategy A -Press
Release “Mother of Autistic
Son Sues DC School
System & Starts Nonprofit
Organization”
12. Strategy D- Create a “DC
Autism Parents”
Channel
Tactics
Registered DC autism parents through the
YouTube Nonprofit program online video
community. (Process takes 30 days)
Temporarily set up through personal
YouTube account.
Subscribe to Autism Related YouTube
Channels to build up potential publics and
stakeholder
Created three promo videos using key
messages to promote donating to DCAP:
-“Where parents empower parents”
-“Where children with autism grow”
- “Where every child has a talent and a
future.”
(Go to Kent State University personal
website to see links)
13. Strategy E- DC Autism Parents
Website Reformatted to
promote Press Releases &
Social Media Activity
Tactics
Use homepage of DCAP as
promotional tool for all organization
events.
Links leading to the FB and
Twitter pages were placed at the
top of the homepage.
PDF files of press releases of
various annual events were also
listed on the homepage.
Registered DCAP website to DC
Cares for recruitment of
Volunteers.
Key message “where parents
empower parents” is placed at the
top of the webpage.
14. Timeline of PR Plan
January February
Day 24 created Facebook & Twitter Page. Day 17 solicited local news reporters, news
focused radio stations with press releases of
founders story.
Day 24 changed the format of website to
promote donation efforts. Day 11 secured a free event space for
fundraiser in May.
Day 13 competed for a nonprofit sponsorship
by the Art. Inst. of Washington by creating a
press release on founders story
Day 19 targeted local and national Autism
bloggers.
Day 25 created a DCAP YouTube channel.
15. Budget
Print Online &
Advertisement Broadcast Website New Media
s Media Advertising
Production Costs: $0 Production -Post upcoming DCAP
events on autism - DC Autism
Costs: $0 bloggers sites.| Free Parents
-Craigslist’s posting for YouTube
communication -Radio PSA’s -Press Releases of channel | Free
volunteers.| Free promoting upcoming events on
buddies program DCAP website.| Free
-Press Release to local & donations.|
news stations and -Changes to website|
Free Free
News Radio stations |
Free -FB solicitations to -FB & Twitter
reporters | Free volunteers Ads to
George Mason Univ.
and Trinity Univ. | Free
16. Web Hits on DC
Autism Parents
MONTHLY TOTAL HITS
-December 569
START OF PR CAMPAIGN
- January 990 an increase of 34 hits per day.
-February 24, there was a total of 807 hits for the month. With an average
of 34 hits per-day the total for February is 977.
VARIABLES: DAILY HITS PER-DAY IN FEBURARY SPIKED!
February 19: 32-hits
February 20: 31-hits
February 21: 47-hits
February 22: 54-hits
February 23: 52-hits
February 24: 74-hits
17. Results from
Managed to accomplish measurable
objective of having over 40-
followers.
Reaching over 300-people on a
weekly basis.
Prominent Publics & Possible
Stakeholders from Facebook
Fan Page:
M&L Special Needs Planning
President
Autism Teaching Strategies
President
18. Results from
Retweets from followers mentioning DCAP events and promoting services
offered our constantly going up.
DCAP surpassed measurable goal of 40 followers with73.
Five DC residence followers are now in DCAP’s communication database.
Prominent Publics & Possible Stakeholders from Twitter Fan Page:
Chief Science Officer of Autism Speaks
Inventor of the IPAD Close2HomeApp for children living with autism.
Executive Vice President of Autism Speaks
21. Stakeholders
Gained & Sponsorship
Stakeholders Sponsorship for a
Gained fundraising event
Lounge 201: agreed to Selected charity for a
give DC Autism Parents fashion event on April
a free event space for 28, 2012. Expected to
their 1 st annual receive $2,000 in
fundraiser. donations.
The Ar t Institute of
Washington.
Blacq-Lux Studio’s