StrategicCommunicationsPlan
January 14, 2011
Meghan Adair & Andrew Miller

Page 1
Table of Contents
Overview
 Executive Summary ………………………………………………………………………Page 2
Background
 History ………………………………………………………………………………………….Page 3
 CurrentMission ……………………………………………………………………………Page 4
 OrganizationalGoals …………………………………………………………………….Page 4
Situation Analysis
 Vision ………………………………………………………………………………………….. Page 4
 Suggested Vision ………………………………………………………………………….Page 5
 Comparable Providers ………………………………………………………………….Page 5
 SWOTAnalysis ……………………………………………………………………………..Page 7
 SWOTActions ………………………………………………………………………………Page 8
Communications Strategy
 Suggested Mission ……………………………………………………………………….Page 8
 Strategy ………………………………………………………………………………………. Page 8
 Objectives …………………………………………………………………………………… Page 8
 Positioning …………………………………………………………………………………..Page 9
 Target Audiences ………………………………………………………………………… Page 9
 Tactics …………………………………………………………………………………………. Page10
 Tentative Timeline ………………………………………………………………………. Page11

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Overview
Executive Summary
Kids on Campus is an organization offering afterschool and summer programs to at-risk
students and families throughout Athens County. The organization is committed to providing
students with educational, nutritional, and recreational opportunities. Through these
opportunities, students are exposed to services and experiences that would not normally be
available to them. Kids on Campus is driven by a desire to change the lives of disadvantaged
students and give them an opportunity to succeed in life.
Kids on Campus is located in Athens, OH and operates out of Ohio University. The organization
is a community partnership involving a wide range of individuals and organizations, including
the Trimble, Athens, and Federal Hocking school districts, Athens County Department of Job
and Family Services, Learn and Serve America, and many others. Providing services and
staffing, Kids on Campus has developed a longstanding reputation throughout the community
as a provider of social good. To better serve students and families of Athens County, Kids on
Campus is committed to the following goals:
 Provide academic support for at-risk and underserved student populations.
 Offer healthy nutritional options for children living in disadvantaged situations.
 Supply recreational opportunities to children that encourage healthy living practices.
Recently, Kids on Campus has undergone structural changes that have subsequently refocused
the organization’s vision and message. To address these changes a strategic communications
plan has been created. The plan will promote a consistent public message using community
presentations, brochures, press releases, and updated applications to explain the organizational
goals, mission, and programs of Kids on Campus to students, families, and administrators.
Additionally, the plan will adhere to three primary objectives. These objectives include:
 Inform students, families, and administrators about the organizational goals, mission, and
programs related to Kids on Campus through presentations, press releases, and brochures.
 Create a consistent message through uniform language used in all Kids on Campus
communication materials.
 Develop an application that is easy to understand and accessible to the public.
The development and implementation of this strategic communications plan will help develop a
consistent public message for Kids on Campus and increases access for the students and
families of Athens County. Kids on Campus will be continually known in relevant circles outside
Ohio University as a socially and culturally responsive organization that provides at-risk
students with opportunities for success.

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Background
History
Kids on Campus began in 1996 as a summer program designed to feed, teach, stimulate, and
entertain marginalized and/or underserved children of Athens County. As Kids on Campus grew,
the organization received the Patricia Wright-Stover endowment and was presented with the
USDA’s National Sunshine Award for the most innovative summer food program serving special
populations. Despite this growing popularity, the organization faced significant funding cuts in
2001. These cuts resulted in a discontinuation of after school services and a significant
reduction in summer service duration.
The following year, a grant from Lego injected new life into Kids on Campus. Lego’s summer
robotics program, offered students an opportunity to build, create, and imagine complex
systems using simple technological tools. Though Kids on Campus typically offered free
enrollment for participants, the organization was forced to charge fees on a sliding scale due to
budgetary losses. Luckily, the organization saved some summer costs when the Kroger
Company of Athens donated all the breakfast and snack food for that summer. In 2003
Alexander Local School District received a $300,000 grant to fund the after school program as a
part of a 3.6 million 21st century grant. While Kids on Campus continued to face budget cuts,
JPMorgan Chase donated an unexpected $90,000 to the program in 2006 and Kids on Campus
expanded to The Plains Elementary in 2008.
During the summer of 2010, Kids on Campus student participants completed “Fun And Service
Together.” This program, geared for 6th-9th grade students, required each participant to
complete 100 hours of service. Once the hours had been earned, a $500 credit was awarded to
the participant’s higher education goal. Participants from low-income, rural Appalachian
communities directed their service toward wildlife habitats, archeological and historic sites, and
parks and recreation facilities. The program emphasized teamwork, leadership, critical thinking
skills, and community involvement.
Though the 1st-6th grade program did not meet on campus in the summer of 2010, the
program continued on the “elementary campus,” a more familiar and comfortable environment
for the participants. The “Be Bold” program helped students acquire the knowledge and
motivation needed to make positive decisions about healthy eating habits and physical
activity. Additionally, students took field trips on Fridays and worked with community
members, agencies, and others providing educational programming for children.
Kids on Campus has faced many challenges over its brief life. However, the organization
continues to offer educational, nutritional, and recreational opportunities to participants. The
organization brings together educational institutions, businesses, agencies, and community
members to aid in the governance, implementation, and evaluation of the Kids on Campus

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programs. Recently Kids on Campus partnered with College of Health Sciences and Professions
at Ohio University. This partnership has helped both organizations better serve the
marginalized and/or underserved children and families of Athens County.
Current Mission
Kids on Campus is a rural partnership that empowers underserved, at-risk children and their
families in the realization of their full potential through educational, nutritional and
recreational opportunities.
Guiding the organization are the beliefs that every child has the potential to succeed, education
is the key to the future, and a supportive home and community environment is essential to
achieving educational and social potential. –Kids on Campus 2010
Organizational Goals
To better serve students and families, Kids on Campus will:
 Provide academic support for at-risk and underserved student populations.
 Offer healthy nutritional options for children living in disadvantaged situations.
 Supply recreational opportunities to children that encourage healthy living practices.
Situation Analysis
Vision
To help craft a common vision for Kids on Campus, the advisory board held a visioning session on
October 13, 2010. Dr. Judith Millesen of Ohio University spoke with the board and conducted a
brainstorming session to generate directional goals for Kids on Campus. Randy Leite, the Interim
Dean for the College of Health Sciences and Professions at Ohio University, was present during this
session and offered a series of suggestions. His suggestions we discussed and integrated into the
vision of Kids on Campus. The results of the visioning session established key visions for the future
of Kids on Campus.
Family Level Interactions
Kids on Campus will expand its outreach to families. Family involvement and parent helpers will
provide a supportive network for students attending programs. Additionally, Kid on Campus
administrators will seek out families for their opinions and assistance in developing the
organization.
Outreach to Volunteers

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Kids on Campus students will interact with a variety of volunteers. Elderly citizens will be
approached to work on projects and share in recreational activities. Students will benefit from
these interactions as they will learn from the diverse volunteers of Athens County.
Localized Programs
Kids on Campus will strive to become a greater a part of the community and not just a division
of Ohio University. Kids on Campus will use local schools to house summer and after school
programs in order to increase community involvement and boost participation. Localized
programs will bring in more students as parents are more familiar with their local schools. Also,
transportation to local schools may be easier for parents to accommodate.
Healthy Lifestyles
Athens community members are taking part in a grassroots effort to control of their health
through a new initiative called Live Healthy Appalachia. Kids on Campus will honor the mission
of Live Healthy Appalachia and improve the health and well-being of individuals and
organizations in the Appalachian region.
Suggested Vision
“By providing localized programs that encourage family level interactions, healthy living styles,
and outreach to the community; Kids on Campus helps at-risk children and their families realize
their full potential through educational, nutritional and recreational opportunities.”
Comparable Providers
Kids on Campus is a learning environment focused on active participation and academic
collaboration. Though this service once operated with a sliding payment scale, Kids on Campus
has historically provided area students with a free service. In Athens County there have been
few organizations offering a free educational experience like Kids on Campus. While the
breadth and scope of the summer services provided by Kids on Campus is unmatched by local
providers, some programs draw much need grant dollars away from Kids on Campus.
With exception to the Paper Circle Group, no other providers in Athens County offer a
completely free summer programs to area students. Payment required summer camps and
programs for elementary students are abundant in Athens County and include: West
Elementary’s Science Camp, Raccoon Creek’s Summer Camp, and The Dairy Barn’s Summer Art
Camp. For secondary students, Athens Middle and High schools offer summer classes, but do
not provide students with the same nutritional or recreational opportunities as provided by
Kids on Campus.
After school opportunities for area students are limited within Athens County. Kids on Campus
is the only provider of free on-site after school programming for elementary and secondary
students. The Athens County Public Library does provide a free after school program at its few

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branches. However, the program does not begin immediately after school and does not reach
across to all libraries.
Paper Circle
Nelsonville, OH
Paper Circle’s “Circle Round the Square” program began in the summer of 2005 in response to
the lack of art education for students in the Nelsonville York City School District. The summer
program provides area students with hands-on experiences designed to introduce them to a
wide range of arts activities. In 2008 Paper Circle added enrichment activities to address
nutrition and recreation of students. Proving to be a success, the program has grown each year
in participation and programming. In 2010 Paper Circle worked as full partners with the
Nelsonville York City School District in providing a free six week, all day summer program titled
“Summer Circle.” The goal of this program remains to help children develop creative skills,
improve their self-esteem, and foster friendships and group interaction through the creative
process of making art. The program is based on four principles: learn, create, accomplish, and
be recognized. – Retrieved from http://www.papercircle.org
Raccoon Creek
Athens, OH
Since the inception of a watershed project in Raccoon Creek, education has been a main
focus. Over the past decade educational programs have been developed by watershed staff
and partners to engage and educate watershed residents, students, recreational users, and
local and regional organizations. Watershed education and outreach efforts are critical to make
and keep water quality improvements. Many opportunities exist for working with the Raccoon
Creek Partnership to do class presentations, field trips, monitoring days, and science fair
projects for k-12 students. Topics covered often include: acid mine drainage formation and
treatment, understanding watersheds and water quality, and the aquatic life of Raccoon
Creek. – Retrieved from http://www.raccooncreek.org
The Dairy Barn Arts Center
Athens, OH
The Dairy Barn offers educational outreach programs to the community year round for
individuals of all ages and abilities. These programs include: Artists in Schools, classes and
workshops, gallery tours, and the summer art camp. The summer art program has been in
operation since 1996 that has evolved into a quality visual arts program. Campers learn painting,
drawing, printmaking, collage, hand-building and wheel-throwing ceramics, papermaking,
mask-making, fabric dyeing, beading, and design. Additionally, the program offers diverse
components of integrated disciplines throughout the theme weeks. Art history is included in
the program and raises student awareness of art from other cultures using a bilingual approach.
The Dairy Barn’s programs teach environmentally friendly practices and expose students to
integrated subjects that couple science and art. – Retrieved from http://www.dairybarn.org

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SWOT Analysis
Kids on Campus must operate under a variety of different environments. Internal and external
environmental forces steer the organization and influence its objective course. Internal
environmental factors showcase the organization’s strengths and weaknesses, while external
factors expose opportunities and threats. A SWOT (Strengths, Weaknesses, Opportunities
Threats) analysis provides an overview of the organizational dynamics of Kids on Campus. These
dynamics include: Assets, prospects, flaws, potential threats, and controllable or uncontrollable
externalities. Below are the strengths, weaknesses, opportunities, and threats which influence
Kids on Campus.
Strengths Weaknesses
- Community involvement through advisory
board.
-Positive community values and goals.
-Easily accessible website.
-Longstanding reputation.
-Grant-writing experience.
-Supportive leadership from College of Health
Sciences and Professions.
-Free services to at-risk children.
-Strong Community Support Network.
-Existing staff is motivated and inspired.
-Inconsistency of funding.
-Limited outreach of program.
-Absence of organizational slogan.
-Limited transportation capacity.
-Inconsistent message to the public.
-Clarity of organizational vision.
-Inconsistent perceptions of advisory board
members.
Opportunities Threats
- Large volunteer network.
-New funding possibilities.
-New program sites.
-Voinovich School collaboration.
-Supportive University partners.
-Increased community support.
-Greater exposure and collaboration offered by
Advisory Board.
-Loss of grant funding.
-Budget cuts at University level.
-Decreased enrollment of students.
-Inconsistency of public perception.
-Program discontinuation due to decreased
funding capacity.
-Limited duration due to decreased funding
capacity.
Kids on Campus falls into a unique niche. Providing educational, nutritional, and recreational
services to students throughout Athens County, Kids on Campus strives to improve the lives of
at-risk students and their families. Diverging from the comparable providers, Kids on Campus
offers preferential enrollment to students and families experiencing financial hardships. Despite
the many positive attributes of the organization, in order to address the weakness and threats
outlined in the SWOT analysis, Kids on Campus must take the following actions…

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SWOT Actions
Action 1: Kids on Campus must create a consistent message through uniform language (e.g.
vision, mission, brochures, press releases, etc).
Action 2: Kids on Campus must clarify their intent and organizational goals to the public and
community stakeholders.
Action 3: Kids on Campus must expand their outreach by providing improved access and
understanding of application process.
Communications Strategy
Suggested Mission
In order to develop a concise communications strategy for Kids on Campus, a proper mission
statement must first be established. Pervious mission statements for the organization have
been vague and lengthy. The mission statement should delineate what the organization will
do, who it will do it for, and how it will achieve program objectives. The statement should be
clear and concise as it is often the only element people will read about the organization. A
suggested mission statement update for Kids on Campus is represented below. This statement
will be used throughout the communications strategy and assist in shaping the overall plan.
“Through a rural partnership empowering underserved, at-risk children and their families, Kids
on Campus provides educational, nutritional, and recreational opportunities to help students
succeed in school and in life.”
Strategy
Promote a consistent public message using community presentations, brochures, press
releases, and updated applications to explain the organizational goals, mission, and programs of
Kids on Campus to students, families, and administrators.
Objectives
1) Inform students, families, and administrators about the organizational goals, mission,
and programs related to Kids on Campus through presentations, press releases, and
brochures.
2) Create a consistent message through uniform language used in all Kids on Campus
communication materials.
3) Develop an application that is easy to understand and accessible to the public.

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Positioning
Kids on Campus will be regarded by target audiences as the principle K-12 provider of summer
and after school programs in Athens County. Families and community stakeholders will identify
Kids on Campus as a safe venue offering kids educational, nutritional, and recreational
opportunities. Administrators and teachers will recognize increased access for students in
underserved communities through simplified application processes. Kids on Campus will be
known in relevant circles outside Ohio University as a socially and culturally responsive
organization that provides at-risk students with opportunities for success.
Target Audiences
Audience A: At-Risk Students and Families
Demographics Psychographics
 Families with children attending a
participating public school in Athens County.
 Marginalized and underserved students and
families.
 Families experiencing financial stress.
 Families who want healthy food choices for
their children.
 Disadvantaged families who want their
children to succeed where they may not
have.
 Students who are interested in fun
afterschool and summer programs.
Audience B: Principals and Administrators
Demographics Psychographics
 Principals of disadvantaged school districts.
 Administrators involved in developing
afterschool and summer programs.
 Principals and administrators that employ
teachers living in rural Appalachia.
 Principles wanting to provide students with
healthy summer options.
 Administrators striving to improve the lives
of students and families in Appalachia.
 Principals and administrators who were
raised in of Athens County.
 Principals and administrators who have
children in the public school system.
Audience C: Stakeholders
Demographics Psychographics
 Current and former residents of Athens
County.
 Business owners in Athens County.
 Educators in Athens County.
 Non-profits of Southern Ohio and rural
Appalachia.
 Government officials.
 People who want to better the lives of
children “like them.”
 People looking to make a difference from
the most basic level.
 People who have a desire and the
capabilities to improve Southeast Ohio.
 Those whose careers depend on the success
of children in rural Appalachia.

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Tactics
To fulfill the positioning statement and serve the target audiences, Kids on Campus must
develop tactics that carry out the communications strategy and objectives. Each tactic relates
to a communications objective and demonstrates how it will benefit the organization. Specific
details and examples for each tactic can be found in the rationale section of the grid below.
Tactic Rationale
1) Road Show Presentations Developing a series of presentation for the organization,
the “Road Show” will inform students, families, and
administrators about the organizational goals, mission, and
programs related to Kids on Campus. The Road Show will
develop a consistent message while containing three
content models addressing the objectives of each target
audience. The presentations will encourage greater
participation and donations to Kids on Campus.
2) Handouts/Brochures Producing and distributing informational brochures will
inform target audiences of the organizational goals,
mission, and programs related to Kids on Campus. The
brochures will encourage greater participation and direct
students and families to the enrollment applications.
Additionally, the brochure will contain information relating
to the Kid on Campus Road Show dates and presentations.
3) Updated Application Updating the Kids on Campus application will offer
students and families an easier, more accessible way to
enroll in the afterschool and summer programs. The
update will include: Reformatting, language revisions,
table-tents, and video assistance.
4) Advertisements Advertisements for Kids on Campus will promote the
summer programs and Road Show presentation dates.
Press releases, flyers, table-tents, and word-of-mouth will
highlight the updated application procedure and the
summer programs offered.
5) Branding Guidelines Through the use of an agreed upon phases, fonts, and color
choices, the Kids on Campus staff and advisory board will
be able to create documents using uniform language and
styling. Branding guidelines will promote a consistent
message and image for the organization.

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Tentative Timeline
Month Events
January 13 – MeetwithKidson Campus Director.
14 – Complete GanttChart.
14 – Complete StrategicCommunicationsPlan.
14 – Complete SMARTgoals.
18 – PresentStrategicCommunicationsPlantoKidsonCampusstaff.
19 – BegindevelopingKidsonCampus“RoadShow”PowerPointpresentationsfor
administrators,students,andparents.
19 – KidsonCampusAdvisoryBoardmeeting.
February 1 – ProgressbriefingwithKidsonCampusstaff.
2 – BegindevelopingKidsonCampushandout/brochure forparents.
9 – CollaborationwithCOAD:WorkshopwithDr.Paul Young.
14 – Beginrevisionsof KidsonCampussummerapplication.
15 – ProgressbriefingwithKidsonCampusstaff.
16 – Complete KidsonCampushandout/brochure.
21 – Begin“Friendsof KidsonCampus”PowerPointpresentationforthe “Friendsof Kids
on Campus”reception.
25 – Complete all PowerPointpresentations.
28 – Begininitial advertisementsforKidsonCampussummerprogram.
March 1 – ProgressbriefingwithKidsonCampusstaff.
2 – “Friendsof Kidson Campus”reception.
7 – Complete revisions of KidsonCampussummerapplication
15 – Complete initialadvertisements.
15 – ProgressbriefingwithKidsonCampusstaff.
31 – MeetwithKidson CampusDirector.
April 4 – Beginscriptdevelopmentfor“RoadShow”presentations.
5 – ProgressbriefingwithKidsonCampusstaff.
11 – Beginfinal KidsonCampussummeradvertisements.
19 – ProgressbriefingwithKidsonCampusstaff.
29 – Complete finalKidsonCampussummeradvertisements.
TBD – Conduct“Road Show”for administrators,students,andparents.
May 3 – ProgressbriefingwithKidsonCampusstaff todiscusssuccessesandfailuresof “Road
Show”series.
June TBD – ProgressbriefingwithKidsonCampusstaff.
3 – Capstone presentationforMPA students.