Fatima Family Center Communication Plan

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Introduction/Credentials
Double-Whammy Communications – a full service communications agency providing expertise
and strategic execution in the areas of advertising and public relations.
Meet your team:
o Jordan Burress

 Graduated from the E.W. Scripps School of Journalism at Ohio University in
2003 with a Bachelor's degree in journalism. Since then, he has worked at IMI
Talent Management in promotions, the City of Cleveland Heights in public
relations and at Hawken School in media and public relations and advertising. He
currently works as a freelance writer and as the Coordinator of E-Philanthropy at
Cleveland State University, where he is responsible for electronic constituent
engagement and building a strategic electronic communications plan for
university advancement.

 Related Course Work
 Media Strategy and Planning
 Public Relations and Media Management
 Principles of Marketing
 Communication Theory

o Stephanie Dowd

 Graduated from Marietta College in May of 2008 with a a Bachelor's of Arts and
Science degree with Advertising and Public Relations as her major with a minor
in Sports Management. Currently working towards a Master's Degree in
Communications Management from John Carroll University, Stephanie is the
graduate assistant for the JCU women‟s basketball team. Her internship in the
promotions department at the Lake County Captains brings her the experience,
skill and knowledge needed to strive in the communications‟ field.

 Public Relations Writing
 Special Events and Promotions
 Organizational Management

Fatima Family Center Page 1

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o Katie Fink

 A first year graduate student, Katie graduated from Mercyhurst College with a
Bachelor‟s degree majoring in Marketing, Advertising, and Public Relations. She
has worked with various companies throughout Erie, Pennsylvania to create
marketing and promotional plans.

 Business Policy and Strategy
 Marketing Management
 Advertising and Promotions
 Communications Campaigns

o Nick Giallourakis –

 Nick is a first-year graduate assistant at John Carroll in the Communications
Department. He graduated from at Mercyhurst College with a Bachelor's of Arts
degree, a Communications major and a minor in Marketing.

 Related Course work
 Consumer Behavior
 Public Relation Techniques
 Media Promotions
 Sales Management

o Veronika Korner

 Veronika graduated in 2005 with a Master‟s degree in Hungarian Literature and
Grammar and a Bachelor‟s degree in Communications (Budapest, Hungary).
Currently she is a graduate student with major in Communications Management
at John Carroll University. Previously she worked as a PR assistant for an outdoor
media company.

 Media Strategy and Planning
 Public Relations (Budapest, Hungary)
 Public Relations Campaigns


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o Michael Krieger

 Pursuing a Master‟s in Communications Management at John Carroll, Michael
graduated from Ohio Wesleyan in 2006 with a Bachelor‟s degree in Journalism.
Currently, he works remotely for a teaching recruiting agency based in London.
He previously worked as an assistant baseball coach for Case Western Reserve
University. One of his main duties was to provide content and publish a
newsletter. The newsletter is distributed to over 400 alumni. In turn, those alumni
donated over $65, 000 to the CWRU baseball program last year.

 Relevant Course Work
 Marketing Management
 Editing
 Media Strategy & Planning

o Brooke McCann

 A 2006 alumna from John Carroll University, Brooke graduated with a Bachelor‟s
degree in Communications. She currently is the graduate assistant in the Sports
Information Department at JCU. Brooke will be completing her Master‟s in
Communications Management in May of 2009. Her previous work includes;
communications intern for Susan G Komen for the Cure Northeast Ohio, reporter
for the Mount Vernon News in Mount Vernon, Ohio, special projects intern at
WEWS News Channel 5 in Cleveland, Ohio and volunteering for Relay for Life,
Race for the Cure and the Greater Cleveland Hunger Network.

 Public Relations and Media Strategy
 Strategic Human Resource Management
 Leadership and Managerial Skills

Background/Assignment
On September 23, 2008, Double-Whammy Communications met with LeJean Ray-McNair,
Barry Withers, and Mansfield Frazier at the Fatima Family Center. This meeting provided
varying perspectives about the Fatima Family Center and the Hough neighborhood. The D-W
Communications team left the meeting a little overwhelmed, but excited and enthusiastic to get
started. The following list describes the needs and hopes of the Fatima Family Center as were
proposed during the meeting and request for proposal.
o Create a feasible communication plan for the Fatima Family Center.


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o Assist in the ongoing communications between all generations, providing information

and bridging the gap between different audiences who have various needs.

o Create a plan with strategies and tactics that will keep the lines of communication open.

o Develop a newsletter for distribution in the Hough neighborhood.

o Develop an analysis of the Center, including: target audiences, other nearby non-profit

organizations, the political position and other relevant topics for discussion.

o Assist the Fatima Family Center in creating neighborhood cohesiveness and pride.

Executive Summary
Following our visit to the Fatima Family Center, we wanted to research more about Hough and
the surrounding neighborhoods. We looked at the history of Hough, the relevance of the name
Fatima and other topics discussed during our meeting. The following information is a quick
snapshot of the research we gathered and summarized:

 The Fatima Family Center

 The Fatima Family Center was established by Catholic Charities and the Diocese
of Cleveland in 1973. The Center began as an outreach ministry of Our Lady of
Fatima Church. The Fatima Family Center is an intergenerational non-profit
organization that serves the Ward 7, Hough neighborhood and provides programs
and service to the community. LaJean Ray-McNair is the Fatima Director of the
Center, who coordinates the programs and collaborates with the other agencies in
the neighborhood. Along with programs and services, the Fatima Family Center
prides itself on having the only automated teller machine (ATM) in Hough. The
facility is a great place for families especially in the colder months when everyone
gathers around the wood-burning fire.

 The Fatima Family Center services include Head Start, afterschool sessions,
tutoring, athletics, summer camp, college tours, emergency and transitional
services, health counseling, legal services, pre-employment initiatives, health,
education, and recreational activities for older adults.

 The Awareness and Perception of the Hough Neighborhood


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 Ward 7 Council

 Ward 7 Councilwoman Fannie M. Lewis served on Cleveland City
Council from January 1980 to August 2008.
 She supported the Cleveland Resident Employment law, which requires
construction projects receiving $100,000 or more from city funds employ
people who live in the city to work on those projects (Cleveland City
Council).
 Councilwoman Lewis supervised the investment of $90 million into
neighborhoods. She was also a key player in a case upheld by the U.S.
Supreme Court regarding the use of student vouchers. The court ruled that
student vouchers could be used by the Cleveland Municipal School
students to attend private schools in the community (Cleveland City
Council).
 Lewis died in August of 2008 leaving an open seat in Cleveland City
Council. The seat was appointed to Stephanie Howse after it was
announced that Lewis privately wanted Howse to replace her (McRae,
2008).
 In a special election on Tuesday, November 18, 2008, the residence voted
T.J. Dow to serve as the councilperson for Ward 7. An attorney for the
felony division of the Cuyahoga County prosecutor‟s office, Dow
proposed more programs for seniors and youths and the need to attract
more business to the Hough neighborhood during his campaign. He has a
law degree from Cleveland State University and worked as an intern under
Ward 10 Councilman Roosevelt Coats while attending CSU (Baird, 2008).
 Hough Neighborhood
Continuing our research, we looked for impressions of the Hough neighborhood.
We read about the Hough Riots, the effects and perceptions.
 The Hough Riots took place in the summer of 1966. The developments in
the Hough Neighborhood were spawned from a local establishment‟s
unwillingness to provide a glass of water to an African-American. Blocks
of homes were destroyed due to arson, while four individuals lost their
lives. Over 2,000 National Guardsmen had to be called in to help put an
end to the riots. The neighborhood experienced many white dwellers
fleeting to the suburbs, and economic opportunity did not improve. The
Hough Riots have left the neighborhood branded as an area for individuals
of the lowest socio-economic status even though the neighborhood has
seen the development of shopping centers and middle-class apartments
recently.


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 The 2000 Census of Population and Housing, Northern Ohio Data and Information
Service Maxine Goodman Levin College of Urban Affairs Cleveland State
University indicates:
 The Hough Neighborhood Demographics

 Total Population: 16,294
 Caucasian: 361
 African American: 15,702
 Male: 7,520
 Female: 8,774
 Age:
 15-24: 377
 25-34: 932
 35-44: 1,407
 45-54: 1,255
 55-64: 894
 65-74: 1,112
 75-84: 586
 85+: 129

 Household Income:
 Total Households=6,692
 Total Families=3,589
 Family Median Income: $20,770
 Family Mean Income: $29,316
 Caucasian Family Median Income: $48,889
 African American Family Median Income: $20,302

 Value of Housing Units:
 Total Housing Units=8,408
 Total Median Value: $60,608
 Total Mean Value: $82,326
 Caucasian Owner Median Value: $ 127,206
 Caucasian Owner Mean Value: $ 146,123
 African American Owner Median Value: $ 58,165
 African American Owner Mean Value: $ 78,666


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 Organizations available to the community
 University Circle (UCI) - Non-profit organizations

 Cleveland Music School Settlement
 Cleveland Botanical Gardens
 Cleveland Institute of Music
 Friends of Cleveland Schools
 Cleveland Institute of Art
 Cleveland Children‟s Museum

 Cleveland Municipal School District (CMSD)

 East High School
 John Hay
 MLK High School
 John Raper Elementary
 John D. Rockefeller
 Giddings Elementary

 Other

 Cleveland Clinic Health Systems Main Hospital
 Cuyahoga Co. Juvenile Court
 Social Service organizations
 Local Police forces (5th District Police Dept)

 LaJean discussed with D-W Communications, the resources the Fatima Family
Center uses and those still needed. Below are a few service providers. These are
community organizations that help residents share information to serve families and
provide safety programs and community events:

 Neighborhood Emergency Preparedness Initiative (NEPI)
North East Ohio Neighborhood Health Services (NEON) in partnership with the
City of Cleveland uses NEPI to promote emergency preparedness at the
neighborhood level, particularly in areas where at-risk youth can be exposed to
neighborhood health and safety, life saving information, leadership, community
service, governance, and career development all under the auspices of homeland
security. (4KIDS Endowment Foundation, 2006)


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 The Willson Charter School
A new standard for excellence for middle school urban youth, this safe and secure
state-of-the-art facility will offer an array of life, entrepreneurial, and college
preparatory learning modules supported by a youth leadership and enterprise
development vision. (4KIDS Endowment Foundation, 2006)
 Agora Performance Technology Institute
The Agora Vision is to offer aspiring professionals an opportunity for careers
behind the scenes of the entertainment industry, including production
management, light and audio-visual operation, and stage management for live
performance. Students will learn from industry professionals while
simultaneously working on a variety of live performances and stage projects.
(4KIDS Endowment Foundation, 2006)

One concept raised during the meeting was the idea of community investing for the Hough
neighborhood. D-W Communications looked into community investing and development
and how this concept works in other neighborhoods.

 Community Investing vs. Community Development

 Community Investing is a person or group of people investing in a community
through their business. Their goal is to make money and still help the community
where their business is located. (Giallourakis, 2008)
 We spoke with Mark Heller, Vice President of Fodor Companies, about his
experience with community investing. He applied and received a grant from the
city of which his store is located to help rebuild the face of his store. The city
wants buildings to look good and not rundown. Heller is also providing jobs for
the people in the city to help rebuild the face of his store. In return, Heller gets
40% of the cost back. It is a win-win for both the community for the look of the
buildings and providing jobs, as well as saving money for Heller and making his
store look brand new (Heller, 2008).
 As for individual investing, a person within the Hough community can go through
a credit union and receive a loan to help them pay for a house or help with a
business. All individuals must be approved to ensure they can re-pay the loan.
(Giallourakis, 2008)
 Community development can be a non-profit approach or an investment for a
company. There are community development corporations (CDC) all across the
United States. These CDCs‟ are located within neighborhoods to help bring in
jobs, help receive approval for grants for education and housing (Giallourakis,
2008).
 Hough has a CDC called Consortium Economic Community Development
(CCED). The quot;Hough Initiativequot; is mainly to help families buy homes and
improve education within the Hough community. CCED is currently working

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with a group called 4Kids (Based in Cleveland) and a Georgia closing firm called
Morris-Hardwick-Schneider to help locate vacant foreclosed homes and give back
to the community at a much lower price (Reuters, 2008).

Executive Summary Works Cited
4KIDS Endowment Foundation. (2006). Economic Development. Retrieved October
2008, from My 4KIDS Foundation: http://www.my4kidsfoundation.org/

Cleveland City Council. (n.d.). Celebration of life: a tribute to the honorable Fannie M. Lewis .
Retrieved October 2008, from Cleveland City Council:
http://www.clevelandcitycouncil.org/Home/CelebrationofLife/tabid/554/Default.aspx

Giallourakis, H. (2008, October). Community investment versus community
development. (N. Giallourakis, Interviewer)

Heller, M. (2008, October). Community investment versus community development. (N.
Giallourakis, Interviewer)

Reuters, T. (2008, January 21). Reuters. Retrieved October 2008, from Business Wire:
http://www.reuters.com/article/idUS171007+21-Jan-2008+BW20080121

Goal
To create awareness of the Fatima Family Center in the community of Hough.

Objective
To increase participation in the Fatima programs and volunteering for the Center.

Positioning
On May 13, 1917, the Fatima legacy was born. The Virgin Mary, Mother of Jesus
appears to three shepherd children in Fatima, Portugal. She became known as Lady of Fatima.
Thousands of people flocked to Fatima in the ensuing months, drawn by reports of visions and
miracles.


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Lady of Fatima became a symbol of hope and courage to anyone who believes in her.
Team Fatima brings with it the same meaning with an understanding of the vision the Fatima
Family Center holds. The figure, Lady of Fatima, brought awareness to the people on how to be
saved in a way that they would never have understood without her. Team Fatima will also bring
awareness to residents of Hough that it is okay to believe in the Fatima Family Center and be
apart of something special. It does not matter what faith or beliefs one has, as long as they
understand the vision and promise that the Fatima Family is trying to achieve within the
community; to help one another unconditionally.

Lady of Fatima became a symbol of hope and to help encourage people to help others not
for recognition but because it is the right thing to do. Team Fatima‟s concept will do just that for
the Fatima Family Center.

Platform
To preserve the future of the Hough neighborhood, the Fatima Family Center fosters individual
and community growth by providing opportunity and stability through diverse programming.

Target Audience
o Residents of the Hough neighborhood

 The strategies of this communications plan target the residents of the Hough
neighborhood from the youth to the elderly and inspiring both men and women.
While the target audience may be broad, the intergenerational concept is
perceived as necessary to reach the Fatima Family Centers‟ goals and objections.
D-W Communications has taken into consideration the marketing challenges of
inspiring all ages and gender with the same message and belief. We have created
some stepping stones into a plan that manages communications to all groups
residing in the Hough neighborhood. The target audience is diverse, therefore; the
messages and vehicles delivering the communication also need to be diversified.
As you will notice, our strategies incorporate everyone in the community, but we
have allowed room for Fatima Family Center to vary their audience under the
same strategy.


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Strategies
o Team Fatima

 Vision and awareness are just two attributes that Team Fatima will bring to the
Fatima Family Center. The concept of Team Fatima is to create awareness to the
residents Hough that all ages are welcome to the Fatima Family Center. Team
Fatima will reach out to families that need a helping hand by showing how
powerful the Fatima message is when words are put into actions.

o Fatima Friendly

 Fatima Friendly is a program focused on sending out communication and helpful
tips of safety and protection in the community. Fatima Friendly will be offered to
the entire community and welcomes all willing members and participants.

o Newsletter: Fatima Focus

 The Fatima Focus is a monthly community newsletter made by/for Hough
residents. The purpose of the newsletter is to provide information about special
events that are going on in Hough and to reach out to the members of the
neighborhood in order to keep them engaged and involved. The Fatima Focus is a
great tool in creating new energy and thinking about how to make a better future
for everyone.

 The newsletter focuses on issues that are relevant and interesting to the residents
of Hough regardless of their age. All audiences are going to find something
interesting in the Fatima Focus. By reading the Fatima Focus residents have the
opportunity to share their stories and opinions.

 The Fatima Focus will be distributed monthly at drop box locations in the Fatima
Family Center, as well as local churches, schools and businesses. Members of
Team Fatima will volunteer to distribute the newsletters to the specified locations,
where they then can be picked up by any community member.

o 13th of Every Month

 The story of our Lady of Fatima began on May 13, 1917 and we want to bring a
connection of this date to the Fatima Family Center. Bringing the community
together on the 13th of every month is a great opportunity to increase participation
with Team Fatima. Providing consistency through a monthly event is way to
deliver a reputation of strength, stability, and promise. Events on the 13th of every

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month can be easily executed and topics can be planned months ahead of time.
This is cost-effective and gets the community involved each month with the
Fatima Family Center.

o The Playbook

 The Playbook is a book containing wisdom and knowledge contributed by
neighborhood residents and compiled by the Family Fatima Center. This “what I
have learned” book will create an intergenerational connection between the
residents of Hough. This book will offer the best advice because they truly are
life’s lessons, learned and lived!

o tF Rewards Program

 The Team Fatima Rewards Program will look to promote positive behavior and
participation within the Fatima Community through positive reinforcement and
incentives.

Tactics
o Team Fatima

 Team Fatima will help younger generations strive in their schools and homes,
while older generations can help teach the younger class in ways that the kids
would not be able to find on their own.

o Fatima Friendly

 The type of programs that will be offered will consist of a series of safety
workshops and training sessions, community forms, meetings and outreach
services. Fatima Friendly will look to work in conjunction with the local law
enforcement in an effort to have the most knowledge and safety possible for our
community.

o Fatima Focus

 The Fatima Focus can also be used as form of promotion. The newsletter is being
written by Team Fatima member and other volunteers, which means that the
Fatima Family Center has the ability to decide what appears in each edition.
Some of the main features of the Fatima Focus will include:

 A front page news story covering a major community topic or
highlight

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 tF Spotlight which covers individuals from Team Fatima who have
made a positive impact or contribution to the Fatima Family
Center, and/or community of Hough

 tF Honor Roll which will honor and celebrate area middle and high
school students for their academic achievements

 Dear LaJean will be a question and answer article, giving the
opportunity to people in the community to ask LaJean any
questions

 Fatima Family Recipe will feature a recipe every month
contributed by someone from Team Fatima

 Fatima Friendly Tips will provide safety tips featured from the
Fatima Friendly program

 Upcoming events and calendar will list the upcoming events from
the Center and the local area for the coming month so the
community is aware

o 13th of Every Month

 These events can offer various types of events that can include town hall
discussions, speakers, celebrations, socials, teen night and other topics. The
events might not target the same audience every month, but soon the community
will remember that on the 13th the Fatima Center will hold an event. Information
about the event on the 13th of the month can appear in the newsletter, in the
Fatima Family Center bulletin board and other promotional ideas can be executed
to inform the community of the topic that particular month. In May, the Fatima
Family Center already is involved in a Parade, but this month is a great
opportunity for Team Fatima to demonstrate the vision, hope and promise that the
Center brings to the community.

o The Playbook

 The local community can contribute advice and guidance to The Playbook by
submitting their thoughts to the Fatima Family Center. These words of wisdom
are then assembled by the Fatima Family Center into a book containing several


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different topics such as education, family and friends. The Playbook can be sold
as a fundraiser for Team Fatima and can be updated and redistributed yearly.

o Team Fatima Rewards Program

 Each Team Fatima member will receive a punch card. The card will have 12
boxes to be punched out when a Team Fatima member accomplishes something
on the suggested tF checklist.

 It is suggested to keep punch cards in a folder, or filing case. Team Fatima
members can easily pick them up for use in the building, and store them before
they leave. When Team Fatima members reach 12 punches or full capacity on
their tF Reward Card, they will receive one of the following special items as an
initial reward.

 Ex. initial reward for a fully punched tF Rewards Card, t-shirt, buttons, notebook,
pens, pencils, colored pencils, book

 Participants with their cards filled will then be entered into larger drawing for the
month. Three names will be drawn, and the winners will be awarded larger
prizes. i.e. gift certificate to Subway, gift certificate to a local grocer, Cleveland
Cavalier tickets. The drawing will take place on the 13th of each month.

 The winner of the largest prize or drawing will be featured in the tF Spotlight
section of the Fatima Focus newsletter for their achievements leading up to the
drawing.

Suggested benchmarks for tF Checklist:
To be displayed in the Fatima Family Center
Reward Act
Bring new friend to the Center, receive „A‟ on
2 punches
report card
1 punch Attendance at Fatima Family Center Program,
unselfish deed e.g. hold door, clean up properly,
receive „B‟ on report card, grade improvement from
D to above


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Promotions
o Sidewalk graffiti

 The graffiti promotion allows Team Fatima members to utilize their artistic
abilities, while promoting community-building activities.

 Chalk drawing, or chalk stenciling, is ideally suited for neighborhood sidewalks
and student areas, where the stencils or messages typically last for a couple of
days, weather permitting. The promotion has the ability to create a buzz through
its unique presentation, infusion of colors. Most importantly, it will draw visibility
to the Team Fatima brand and the Center‟s programming. It is an activity Team
Fatima members can take ownership of while developing their creative intuition.

 Finally, the use of graffiti as a promotion would allow Team Fatima to run a large
sidewalk graffiti contest for neighborhood residents once a year.

o Cross Promotions

 The cross-business promotional concept will allow business within and outside of
the Hough neighborhood to help and see what Fatima is all about. Working with
different companies allows various access points for community members. An
example of a cross-business promotion would be “Team Fatima and the
Cleveland Browns sponsor quot;Hams for Famsquot; which the Cleveland Browns donate
hams to Team Fatima families that cannot afford a Christmas dinner this year.
This could become an annual event and a relationship builder with local
businesses and organizations. Relationships such as this can create job
opportunities or internships for the residents of Hough.

o Flyers

 Flyers are an easy and fun way to help promote any event going on at the Fatima
Family Center. They are an inexpensive, quick and easy way to distribute a
message to the community. Flyers can be posted in almost any location whether
it is a church, classrooms, the Fatima Center hallways, or even in bathrooms.
This could also be an after school activity with students to help them with spelling
and creativity skills.

o Word of Mouth

 Word of mouth marketing is a great tool for the Fatima Family Center because it
passes information easily from person to person. People who talk with friends of
the Fatima Family Center can receive subject matter on programs and services.
The Fatima Family Center employees and volunteers can talk about upcoming
events and generate buzz. By supplying a topic of conversation, the Fatima
Family Center is creating a cost efficient, user-friendly form of marketing. Also,


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because of the personal nature of the communications between individuals, it is
believed that information communicated is more likely to be heard and retained.

o Fatima Focus

 The Fatima Focus can also be used as form of promotion. The newsletter is
written by Team Fatima member, which means that the Fatima Family Center has
the ability to decide what appears in each edition. There are several ways that the
newsletter can be used as a promotional tool. First, the Fatima Focus writing
staff can contribute articles about upcoming events and promotions that the
community needs to know about. Also, any upcoming events can be displayed on
the newsletter‟s monthly calendar.


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