Ksu Care Center Public Relations Campaign Book

Table of Contents
Executive Summary
.2
Secondary Research Findings
.6
SWOT Analysis
.2
Problem Statement
..28
Key Publics
.28
Goals and Objectives
...
Key Message and Tagline
..
Strategies and Tactics
..
Public Relations Campaign for KSU CARE Center
Executive Summary
Key Publics Addressed:

The primary publics addressed in this campaign are students at Kennesaw State
University, which includes homeless students, the general student body and student
organizations, faculty & staff and donors. The secondary publics of this campaign include
partners, influencers and volunteers.
Campaign Goals and Objectives:

Goal: To increase awareness about the KSU CARE Center.
Objective: To develop at least six new partnerships with student organizations,
sponsors, donors, or community organizations by August 31, 2016.
Objective: To create a sustainable network of volunteers, enabling the KSU
CARE Center to have four people per volunteer opportunity by January 1, 2016.
Objective: To increase awareness about KSU CARE Centers services among
KSU students and staff by 100 percent by August 31, 2016.
Objective: To increase Facebook and Twitter followers among key publics by

100 percent by August 31, 2016.
Objective: To increase traffic to the KSU CARE website by 15 percent by

August 31, 2016.
Key Message:
The KSU Campus Awareness, Resource & Empowerment (CARE) Center provides aid
to homeless students or students in need. Through partnerships, donations and community
support, the organization is able to provide clothing, food, temporary shelter, case management,
and scholarship and employment opportunities. The KSU CARE Center feels no student should
have to worry about finding a place to sleep or eat while pursuing a higher education. In addition
to providing the basic essentials, the KSU CARE Center tends to the psychological needs of
homeless students and students at-risk of becoming homeless. It is the KSU CARE Centers
mission to raise awareness, reduce the stigma and to be a leader for social justice and change by
ending homelessness on the KSU campus. The Center provide assistance today for the leaders of
tomorrow.
Tag Line:
Because we CARE.
Summary of Proposed Strategies:

The strategies proposed for this campaign include developing new partnerships on and
off campus by creating an ambassador program, partner contact lists, brochures, writing pitch
letters, press releases and fact sheets, doing a KSU Inform challenge and presenting information
to Greek Life. Another strategy includes developing an on-campus branding and volunteer
campaign to increase awareness of the CARE center. Tactics include on-campus recruitment
stands, informative emails to KSU students and staff, participating in freshman and transfer
orientation activities, canned food drive competitions, creating CARE Center representative
positions, a press release and classroom presentations by a CARE Center Ambassador. Finally,
we propose a strategy to improve the CARE Centers online presence by improving the
Facebook and Twitter content, curating a blog using an editorial calendar, hosting contests on
social media, advertising the Centers online presence around campus via informational fliers
and having a social media scavenger hunt.
Overall Cost of Proposed Strategies:

The overall cost of this campaign is $1526.94.
General Campaign Timeframe:

August 1, 2015 - August 1, 2016
SECONDARY RESEARCH FINDINGS

Client Background
The Kennesaw State University (KSU) Campus Awareness, Resource & Empowerment
Center (CARE Center), launched in 2008, offers support to help students dealing with
homelessness, food insecurity and those who have been or are currently in foster care. The
CARE Center does this by providing case management, food, clothing and emergency shelter for
those in need. The center has four main goals. It serves as the single point of access for
addressing many physiological and safety needs of homelessness and for those at risk of
becoming homeless, empowers students to meet their daily living needs, engages the KSU
campus and surrounding communities in stigma reduction campaigns regarding homelessness of
higher education students and offers both on and off campus resources and service options
(CARE Center).
The CARE Center heavily relies on donations, and has a donation-based collection
program called The Owls Closet. Through this program, food, clothing, toiletries and other
basic necessities are collected for KSU students in need. The center partners with local
consignment shops, such as Ecologie, to help fulfill the clothing and footwear needs of these
students. The center collects clothing items to give to consignment shops, which, in turn,
provides clothing and footwear for the students referred there by the CARE Center.
The Center also partners with the Staff Senate to operate the Feed the Future Program.
This food pantry program provides students struggling with access to food the option of
receiving donated canned goods. The Center provides two need-based scholarships to students
who receive their services: The Homelessness Awareness 20/1/1 Endowed Scholarship and the
Dr. Bruce Thomason Memorial Scholarship.
The Director of the CARE Center is Marcy Stidum, and there is little information on the
size of the organization or the leadership structure. The CARE Center is a nonprofit organization
funded by Kennesaw State University (CARE Center).
Communication Audit
The KSU CARE website was reviewed and assessed for its strengths and weakness. Below are
the results from the assessment.
Website
Summary of Clients Communication Strengths and Weaknesses

When an individual initially searches for the CARE Center on the Kennesaw State
University website, he or she is taken to the CARE Center website. On the first page one can find
what CARE stands for, as well as what the center is designed to do. The website provides a list
of links of how to donate money and tangible items along with a link to volunteer with the
CARE Center. It gives contact information, as well as links to News and Notes and various
social media outlets.

credentials or the work that she has been doing with the center

Easily accessible links to social media outlets on main page.
Easily accessible links to donate funds and items.
Easily accessible links to volunteer at the CARE Center.
List of eligibility and requirements for the CARE Center applic
List of care items needed and locations of collection bins.

Information about scholarship resources.
In-depth Homelessness Awareness Week information.

Not clear about partnerships.
Lack of visual elements throughout the website.
CARE Center easily gets lost within the larger Kennesaw SSS web

Creating a more modern website layout
Add a FAQ Page
Add more visuals
Place general info about Owls Closet on home page
Provide information or a link to the Feed the Future program

Make a more legible campus map associated with collection bins
Rename the funding resources tab
Move emergency shelter under a different tab
Instead of This Years HAW Schedule use actual year. Ex: 2015
Change the layout of the steering committee because it looks copied and pasted.
Add information on the HAW Scholarship Fund also, should be under
scholarship information.
Revamp "What Participation Looks Like" info, possibly include it in Details You
Need To Know
Add more in-depth information about Case Management More use of everyday
language
Under the CARE tab on the SSS website: Nothing is explained about the Owls
Closet.
Add general outside information about Marcy Stidum.
Suggestions of How to Improve Website
A few suggestions for the homepage of the website are to distinguish what the listed
organizations are and to make sure it is known that the Center partners with these organizations.
Only list the contact information in a single location on the homepage. Otherwise, it looks
redundant. The various tabs also seem redundant (e.g. Case Management, Owls Closet,
Funding Resources, etc.). The top of the website is a great place to keep those tabs because it is
easy to find, and it eliminates using extra space unnecessarily. The location of the social media
icons could be better positioned on the page, and the layout of the website could be renovated so
that it looks more modern. Under the CARE Centers drop down menu on the Counseling and
Psychological Services tab, there is no information on the Owls Closet. It gives a small detail
about Marcy Stidum as a member of the Homelessness Awareness Week (HAW) planning
committee, but it does not actually give any information concerning HAW Week. The statement
seemed out of place because it was said right after the Owls Closet section. It could also be
helpful to change Funding Resources to Financial Resources, but it is not necessary.
Under the Owl Closets tab, there is information of locations for the campus collection
bins, but the campus map associated with it is hard to read. It should either be removed and a list
of where the bins are located should be added or a new map should be designed to better see
where the locations are. The Emergency Shelter information should be moved to under the Case
Management tab because it does not have enough information to have its own tab. Under the
HAW tab, the Steering Committee information looks copied and pasted. The layout of that could
be changed to improve the look of it. The Donate to HAW Scholarship Fund should be moved
under the Scholarship information within Funding Resources. More pictures and design elements
need to be added to the website as well.
Lastly, the website needs more information on Marcy Stidum. It helps to get to know
who is running the resource center, what makes her credible and to showcase all of the tough
work that has put into the program.
The KSU CARE Facebook account was reviewed and assessed for its strengths and weakness.
Below are the results from the assessment.
Facebook https://www.facebook.com/KSUCARECENTER
Strengths:
The Facebook posts are equipped with appropriate numbers of hashtags and links.
Posts of KSU CARE events are made consistently throughout the school year.
Photos are posted to create visual aesthetics
The location, contact information and brief information of the CARE Center are
easily accessible via the About Tab.
Weaknesses:
More visual content needs to be posted.
The page has 351 total likes. The median for most KSU department or
organization likes is 500 or more. Oregon State University Human Services
Resource Center - a competing resource center - has about 600 likes.
The hours of operation are missing from the About Tab.
The cover photo is 2 weeks outdated.
There is no real idea of what the center does through Facebook.
Suggestions:
Become a more interactive Facebook page - Connect with the fans of the page.
Create an FAQ page that answers all of the questions about the CARE Center.
Link back to the website in every post and utilize hashtags more
Use more descriptive words to give a better understanding in Facebook
posts-paint a picture with the words
Post 2-3 times per week on the inner workings of the center
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Create a social media contest that requires participants to subscribe to the

Youtube channel
The KSU CARE Twitter account was reviewed and assessed for its strengths and weakness.
Twitter https://twitter.com/ksucarecenter @KSUCARECENTER
Fast Facts:
Joined May 2010
254 Tweets-- Average of 7 Tweets per year
Following 125 people
77 followers
Description: Campus Awareness, Resource & Empowerment Center (CARE) is
designed to offer support for students dealing with homelessness or who are
at-risk.
Strengths:
Thanking organizations and individuals for their donations
Found out they had a Pinterest board because of twitter
Many interesting news articles about homelessness
Much more active tweeting during Homelessness Awareness Week 2013
Weaknesses:
Only sent out six tweets leading up to Homelessness Awareness Week 2014
which had the potential to be a big event
Most followers are other organizations
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Suggestions:
Become more interactive
If the event is on Facebook, it should be on Twitter
Look into Hootsuite to plan out social media
The KSU CARE YouTube account was reviewed and assessed for its strengths and weakness.
Youtube https://www.youtube.com/channel/UCckkBb57dDoawIywxCYuS3A
Strengths:
There are no strengths could be identified for this communication platform
Weaknesses:
The last video was posted 9 months ago
No information about the center on the Youtube channel
There are link functions on the Youtube cover photo that can link back to all the
centers social media platforms.
Subscriber Count: 0
Suggestions:
Post a video for each event, even if its short. This will allow people to keep up
with the CARE Centers events.
On the About section of the Youtube channel, more information needs to be
added about the CARE Center, including contact information, website
information and a brief description of what the center is and what it stands for.
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For the videos that are uploaded---a creative and appealing thumbnail for the
videos.
Create social media contest that requires participants to subscribe to the Youtube
channel
The KSU CARE Pinterest account was reviewed and assessed for its strengths and weakness.
Pinterest https://www.pinterest.com/KSUCPS/
Strengths:
Good platform to have access to because many students access Pinterest on a
daily basis.
Weaknesses:
Only knew of its existence because of the link on Twitter
Only 8 boards
8 Followers, 1 following
Suggestions:
Make the board about the organization
Pin event pictures
Pin videos
Pin website info
Pin news articles
Summary of Clients Communication Strengths and Weaknesses
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After viewing the CARE Centers social media platforms, it is clear that the
organization has a good base of platforms to begin using. The CARE enter has its strengths in
its easily accessible online platforms. Most of the platforms (except Pinterest) are linked to the
main website. The main weakness of the CARE Center is its inactivity online and many things
being outdated.
Suggestions of How to Improve Platforms
Be more interactive
Add more Pictures
Add more Videos
Comment on others posts
Make sure all information is up-to-date

Events
Competitions
Operations/ Logistics
Look into Hootsuite type account/platform in order to better plan out social
media
All platforms can be seen at once and can be compared/contrasted
Analysis of Similar Organizations

Human Services Resource Center - Oregon State University
The Human Service Resource Center (HSRC) at Oregon State University is an
organization that helps students suffering from food insecurity, homelessness and lower income
issues. The HSRC focuses on outreach initiatives and educating the students to help lessen the
burden of poverty, homelessness and hunger. The HSRC is like the CARE Center in that it helps
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students struggling with problems that can affect their everyday life and education. Both
organizations provide great resources, such as a food pantry, money for rent and an outside
referral if they cannot provide the specific items (Human Services Resource Center, n.d.).
Strengths:
FAQ Page that allows students to gain more information on questions they may
have after hours.
The website gives a large amount of information for students about what they do,
who they help and who to contact.
They have resources available like how to apply for food stamps, who to contact
if you may be evicted and information on how to save money.
They retweet a lot of articles posted by people in the community. This can boost
awareness of the organization and provides third party endorsements.
It is a member of the College and University Food Bank Alliance---a group that
supports and helps food banks in schools
YouTube videos showcase the things people go through like homelessness and
poverty
Live chats about how to start a food pantry
Outside contacts for other issues students may experience outside of HRSCs
capabilities
Weaknesses:
Not active on social media during the summer
Pantry is only open twice a month
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Misspellings on website
Twitter and blog dont link to anything
Suggestions for CARE:
Implement an FAQ page
Provide outside resources for students beyond what CARE can do
Provide a better way to contact the CARE Center in an emergency
Share more information on the website about what the center does
Be more active on social media by retweeting other organizations
National Association for the Education of Homeless Children and Youth
The National Association for the Education of Homeless Children and Youth (NAEHCY)
is a professional organization that looks to help homeless youth meet their educational needs
(Higher Education, n.d.). Similar to the KSU CARE Center, NAEHCY looks for ways to help
homeless youth achieve their potential. The CARE Center and NAEHCY strive to give students
who are homeless or at risk of being homeless the resources they need to succeed.
The NAEHCYs communication focuses on giving homeless students the information
they need about financial and legislative procedures. The website offers various resources
including a podcast, email updates and helpful links. The NAEHCY resources focus on helping
young people understand how to use FAFSA, which provides college students with financial aid,
so they can receive as much fiscal help as possible (Higher Education, n.d.). This could be
something the CARE Center could do by providing FAFSA help and even Georgia legislation
help to KSU students. The NAEHCY is a national organization so it can have limited
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knowledge about the legislation of certain states that the CARE Center would be more familiar
with.
NAEHCY uses Twitter, Facebook and YouTube to interact via social media. The
NAEHCY Twitter account has 797 followers. The account is successful at retweeting and
sharing other organizations information and articles with important information for homeless
youths and donors. This draws people in and makes the account more interactive.
The NAEHCY Facebook page has 2,528 likes. The page has information about
NAEHCY, homeless student success stories and facts on homelessness. One post shared to the
Facebook page from WashingtonPost.com on April 21 showed an inside look into homeless
peoples lives and how wrong homeless stereotypes were. This post received 39 likes and 61
shares. When people see a personal side to an organization and its cause, it creates a stronger
reaction than facts do.
NAEHCYs website and social media have strong financial and legal information.
NAEHCY also gives instant information access through email updates and a helpline. The only
weakness is that NAEHCY is a tool for students to use, but it does not provide assistance to help
students with resources they might need such as how to find affordable housing, jobs or personal
needs. The organization strictly focuses on FAFSA and other legal avenues the students can
take, which limits the help it can provide.
The CARE Center should share more legal and financial-aid information. The Center
could also use more interactive, informative sharing on social media to get more user interest.
Email updates could also be sent out to let people know any new information about the Center,
events, and available resources or needed donations.
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Strengths:
Gives immediate information access through email updates, podcasts and helpline
Easy to use hyperlink system that allows users to easily access helpful
information
Focuses on trying to get user interaction on social media by sharing important
information for homeless youths and donors
Weaknesses:
Can only provide national help, does not know the details of local legislation
NAEHCY is a tool for students to use but it does not provide assistance to help
students with actual resources they might need such as how to find affordable
housing, jobs or personal needs.
Suggestions for CARE:
More user interaction based social media such as; sharing other organizations
information, humanize homelessness and share facts
CARE can also share information about FAFSA and how students can get the
most financial-aid possible, while focusing on local legislation and resources
CARE can use the hyperlink system NAEHCY employees, so students can easily
recognize what information they need and instantly access it
Analysis Of Media Coverage
When searching Care Center Kennesaw State I came across 52,400 results. None of
which on the first few home pages had to do with the actual KSU CARE Center. When searching
Marcy Stidum CARE I got one result. The article dated Nov. 27 2014 from wabe.com, and it is
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a radio station website. After digging, I did find a YouTube channel online, but none of the
videos had over 100 views. Also, we examined the coverage that KSU has given the CARE
Center and found an article in the KSU Sentinel about the CARE Center's involvement in
Homelessness Awareness Week. The article discusses how the CARE Center is responsible for
setting up Homelessness Awareness Week and the organizations that they partnered with such as
Family Promise of Cobb County, Must Ministries and The Center for Family Resources. When
searching on KSU's Talon webpage we found a recent article dated Jan. 15, 2015 about the
founding of Homelessness Awareness Week and the sleep out scenario that students volunteer

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SWOT ANALYSIS
Strengths:
The CARE Center is the only organization on the campus of Kennesaw State that
provides care for students that are homeless or are at risk of becoming homeless. Being
the only organization on campus that assists homeless students, they receive all of the
donations and resources.
The CARE Center has an incredibly large platform of students to utilize for developing a
strong social media presence on campus and in the public. The center will be able to
make their social media presence grow and help students learn about what all the CARE
Center does. It also allows students who want to get involved a better opportunity to do
so.
The CARE Center offers two scholarships to KSU students: The Homeless Awareness
20/4/1 Endowed Scholarship and the Dr. Bruce Thompson Memorial Scholarship (CARE
Center). This is a strength because it allows an outlet of funding for students who might
not be able to pay for their education.
The CARE Center collects clothing and toiletries through The Owls Closet and
distributes the goods to homeless students or students that are close to being homeless
(CARE Center). They accept donations from students and the public. The Owl's Closet
might be the only way some students get clothing and toiletries.
The CARE Center provides emergency shelter to students who need it. In a desperate or
tragic time, the CARE Center can assist students by providing them shelter.
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The CARE Center has a large number of social media outlets that are already set up.
This is a strength because they already have an established online presence and
familiarity with social media, which allows them to continue to build on their existing
platform.
Weaknesses:
The CARE Center does have several social media sites, however, they are not well
maintained. This is a weakness because the lack of content on these sites does not present
the information needed to create a strong relationship with their publics.
The CARE Center has access to on-campus resources, such as web design students, to
help build and maintain websites. Although they do take advantage of some assistance,
they fail to fully utilize the potential help that is available.
The CARE Center does use volunteers to execute their programs to help students, but the
availability of volunteers varies, making work inconsistent.
Although The CARE Center does have a website, the lack of maintenance for
distribution of current information on the site makes it confusing for visitors.
Reorganizing the presentation of the CARE Centers website could allow easy usage for
their publics, resulting in greater visitation.
The CARE Center hosts several events on campus throughout the year in order to target
student awareness, however, these events are not well publicized. A large majority of
students are unaware of the events and are unaware that they are hosted by the CARE
Center.
21
The CARE Center has partnerships with companies such as Second Life, however, there
are on-campus partnerships that are not being used such as club or Greek life. Partnering
with on-campus programs will help increase the amount of goods and services the CARE
Center can provide.
Opportunities:
According to FAFSA, over 58,000 students indicated that they were homeless, and
needed help from the government (Gross, 2013). Homelessness is on the rise due to an
increase in economic shortfalls and lack of jobs. Due to the rise in homelessness, there is
increasing awareness of the issue of homeless students. The increased awareness of
homeless students presents an opportunity for the CARE Center to solicit more
aggressively for donations to its mission of helping homeless KSU students with essential
resources such as food, clothing, career help and academic assistance.
Business collaboration is important to companies such as CVS. Its motto is building

healthier communities, protecting the planet, and creating economic opportunities, (CVS
Health). This is an important opportunity because there is an increase in corporate social
responsibility for business owners to reach deep into their pockets to give to an
organization such as the KSU CARE Center.
Since the CARE Center has helped students at KSU, there is an opportunity for students
to become spokespersons for the Center. This opportunity is crucial because
word-of-mouth can help the CARE Center increase awareness about what they do to help
students at KSU and in the surrounding community.
22
Recruitment of volunteers is needed for the CARE Center for giving knowledge about the
Center to business leaders around Cobb County. It is essential because volunteers can
visit KSU classrooms to discuss the CARE Center and why the Center is important,
which would provide students with a better knowledge of what the center does, and they
could offer some pro bono work.
Financial resources are needed for the Center to thrive because the Center could write
grants to local and federal agencies to gain financial support from educational agencies,
which would result in more resources. Financial resources are ongoing because the
government is always giving grants for those who are eligible.
Partnerships with student organizations such as Greek organizations can be essential to
the Centers success as well. It will give the Center free publicity through the help and
support of Greek organizations.
Threats:
The CARE Center offers case management for students in need. This involves helping
students financially in areas such as, housing, employment, and educational support. This
poses the integrity of the recipient as a potential threat to the CARE Centers reputation.
The Center must do a background check of the recipient, making sure they are not
involved in any illegal or unacceptable behavior. For example, if the CARE Center
recommends a recipient for employment, or even for a scholarship and that recipient does
not take the responsibilities required for such a status seriously, then that would reflect
poorly on the CARE Centers reputation in addition to the recipients.
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The CARE Center is a donation-based organization that operates on the generosity of

others. With donations being given from multiple different sources, accountability of
documentation is needed. If funds are unorganized or falsely documented, the CARE
Center will lose opportunity and potentially may not be able to fund the resources being
offered.
The CARE Center would be in jeopardy if a consistent amount of income is not made to
support the services offered. Not having a sustainable amount of financial infusion could
be a threat to the Center. There must be a set plan of profitably that leads to growth of the
organization.
Similar organizations in Kennesaw and other surrounding areas are a potential threat to
the CARE Center. Other charities in the area are also competing for generous donations
of stakeholders. These competitors must be taken into consideration.
If people hold a negative opinion towards homelessness, this could pose as a threat
because they would not be willing to donate or give their time to help.
Another potential threat to the CARE Center is the lack of advocacy. Without the support
of donations and the generosity of the public, the Center could be at risk of not being able
to provide services to those in need. This explains why the CARE Center must strengthen
awareness of its services.
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PROBLEM STATEMENT
The primary obstacle facing the CARE Center is the lack of student awareness. The
majority of students at KSU are not knowledgeable of what the CARE Center has to offer, which
prevents the Center from meeting its goal of serving all Kennesaw State students in need. The
main issues leading to the current situation of the CARE Center is the lack of clear and
compelling messaging about its services and low visibility of its communication efforts. A
resolution to the issues could help the CARE Center become more involved with the student
body and create an organization that better meets their goals and the needs of students.
LIST OF KEY PUBLICS

1. Students
Homeless students (primary, active/inactive, internal/external)
Individual students (primary, active/inactive, internal/external)
Student organizations (primary, inactive, external)
Greek Life
KSU athletics
Student Government
Other student organizations
2. Faculty & Staff (primary, active/inactive, internal/external)
Donors
3.
Corporate sponsors (primary, active/inactive, external)
Individual donors (primary, active/inactive, external)

Wealthy donors (primary, active/inactive, external)
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4. Partners
Similar organizations (secondary, inactive, external)
Current community partners (secondary, active, internal)
5. Influencers
Social media thought leaders (secondary, inactive, external)
Traditional media (secondary, active/inactive, external)
Campus media (secondary, active/inactive, external)
6. Volunteers (secondary, active, internal)
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GOALS AND OBJECTIVES

Goal
To increase awareness about the KSU CARE Center.
Objectives
To develop at least six new partnerships with student organizations, sponsors,
donors, or community organizations by August 31, 2016.
To create a sustainable network of volunteers, enabling the KSU CARE Center to
have four people per volunteer opportunity by January 1, 2016.
To increase awareness about KSU CARE Centers services among KSU students
and staff by 100 percent by August 31, 2016.
To increase Facebook and Twitter followers among key publics by 100 percent
by August 31, 2016.
To increase traffic to the KSU CARE website by 15 percent by August 31, 2016.
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KEY MESSAGE AND TAGLINE

Key Message
The KSU Campus Awareness, Resource & Empowerment (CARE) Center provides aid
to homeless students or students in need. Through partnerships, donations and community
support, our organization is able to provide clothing, food, temporary shelter, case management,
and scholarship and employment opportunities. The KSU CARE Center feels no student should
have to worry about finding a place to sleep or eat while pursuing a higher education. In addition
to providing the basic essentials, the KSU CARE Center tends to the psychological needs of
homeless and students at-risk of becoming homeless. It is the KSU CARE Centers mission to
raise awareness, reduce the stigma, and to be a leader for social justice and change by ending
homelessness on the KSU campus. We provide assistance today for the leaders of tomorrow.
Tag Line
Because we CARE.
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STRATEGIES AND TACTICS

Strategy 1: Develop more partnerships on and off campus to increase awareness and
donations to the KSU Care Center.
Description: Our team recommends the client reach out to organizations on and off campus in
order to gain more volunteers, donations, and more recognition within the community. The
organization can do this by reaching out to individual organizations, creating an ambassador
program, and having ready-made materials for organizations to view.
Objectives addressed:
To develop at least six new partnerships with student organizations, sponsors, donors and
community organizations by Aug. 31, 2016.
To increase awareness about KSU CARE Centers services among KSU students and
staff by 100 percent by Aug. 31, 2016.
Key Publics:
Donors, sponsors, influencers, partners
Tactics
Tactic 1: Ambassador Program
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Create an organizational representative program that allows people of a club, group or

organization to act as ambassadors for the CARE Center. This would create a way for students or
people in the community to play a role as a spokesperson for the CARE Center and be able to
transfer information to their group of peers. This would create awareness about the Center and
what it can do to help.
(Prototype included: Description of and application for ambassador position)
Tactic 2: Partner Contact List

Create a list of potential partners who can help the CARE Center be recognized in the Atlanta
community and who can promote the association among their peers. Partnerships can increase
CARE Centers awareness, donations and volunteers among our community.
(Prototype included: list of potential partners)
Tactic 3: CARE Center Brochure

Use a brochure to inform other organizations on campus about what the CARE Center does and
how to partner with the CARE Center. The brochure would be a great way to reach out and show
organizations and their members about how they could partner with the CARE Center as well as
spreading information about what the CARE Center needs help with.
(Prototype included: Brochure)
Tactic 4: Greek Life Presentation
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Present all possible partnering options to the Office of Fraternity and Sorority life and the four
fraternity and sorority councils. These organizations can help with multiple opportunities such as
donating and volunteering. By presenting to each individual council and the office as a whole,
we can reach out to a large audience.
(Prototype included: PowerPoint Presentation for sororities and fraternity councils, PowerPoint
Presentation for Office of Fraternity and Sorority Life)
Tactic 5: Pitch Letters to Potential Partners

Sending pitch letters can be a creative way to inform and engage the KSU CARE Centers key
publics. Spreading awareness among student organizations, similar organizations, donors,
sponsors and influencers can be achieved through the pitch letters personal, yet professional
approach. The pitch letters will be sent to other on-campus organizations, potential sponsors,
potential donors and similar organizations within our community.
(Prototype included: Five standardized pitch letters to the listed key publics)
Tactic 6: KSU Inform Challenge

Connecting with faculty and staff members by creating a Fall or Spring Cleaning Challenge,
where departments would bring in things they would like to donate to the CARE Center and the
department with the most items would be recognized in three different categories: monetary
donations, clothing donations and food donations. The challenge would encourage faculty and
staff to reach out to the community as well as to their students to help provide donations to give
as well. All KSU faculty and staff will receive a KSU Inform as well as information about the
31
CARE Center, who the Center helps, resources the Center offers and the Centers contact
information.
(Prototype included: KSU Inform post, flyers, and contest rules/theme/timeline for
implementation)
Tactic 7: Fact Sheet and Press Releases to Key Publics

The press release and fact sheet will inform a broad spectrum of key publics about the needs and
wants of KSUs CARE Center, while adding credit to the organization through third party
endorsements. The goal of a press release is to create awareness and motivate our key publics
(student organizations, potential sponsors, potential donors and similar organizations within the
community) to act. The press release will describe the strong service the CARE Center already is
doing and encourage our key publics as well as the greater Atlanta area to donate and volunteer.
(Prototype included: 1 fact sheet and 1 general press release)
Development of Partnerships Timeline

Tactic
Task
Due Date
Staffing
August
Press Release
Review the press release to make

sure the information is still
accurate
August 1
Marcy
CARE Ambassador
Program
Brainstorm what is wanted of

ambassadors and what we are
looking for in candidates.
August 1
Marcy/Kendall
32
CARE Ambassador
Program
Create an application sheet for

candidates. This includes what is
expected of them and asks what
they can bring to the table.
August 1
Kendall
CARE Ambassador
Program
Review the application sheet to

ensure everything is accurate.
August 1
Marcy
Fact Sheet
Review fact sheet to make sure all August 1

information is accurate
Marcy
Greek Life
Presentation
Review Powerpoint Presentation

and set up dates to present
Marcy/Intern
KSU Inform
Presentation
Review presentation and make sure August 1

all budgets are accurate
Marcy
CARE Ambassador
Program
Place applications around campus. August 2

Have people standing around
campus during class changes to
pass out application.
Intern/Volunteer
Press Release
Pitch press release
August 12
Marcy
Fact Sheet
Distribute fact sheet
August 12
Marcy/Intern/
Volunteer
CARE Ambassador
Program
Collect all applications and review August 13

them for top candidates. Schedule
interviews for candidates
Marcy/Intern
Pitch Letters
Review pitch letters to on-campus August 14

organizations
Marcy/Intern
Pitch Letters
Review pitch letters to donors
August 14
Marcy/Intern
Pitch Letters
Review pitch letters to sponsors
August 14
Marcy/Intern
Pitch Letters
Review pitch letters to similar

organizations
August 14
Marcy/Intern
CARE Ambassador
Program
Hold interviews for those

interested in the program
August 15
Marcy
CARE Ambassador
Program
Contact ambassadors to let them

know they have been selected
August 16
Intern
August 1
33
CARE Ambassador
Program
Hold first meeting with

August 18
ambassadors on what they are
expected to do for the school year.
Give them the updates on what is
going on with the organization and
how they are expected to relay
information and why it is
important.
Marcy
KSU Inform
Presentation
Send presentation out to potential

partners
Intern
Greek Life
Presentation
Present PowerPoints to Office of August 28

Fraternity and Sorority Life, and
each individual Fraternity/Sorority
Council
Marcy/Intern
Greek Life
Presentation
Follow up with interested parties

by email
August 31
Marcy/Intern
Pitch Letters
Send pitch letters to on-campus

organizations
August 31
Marcy/Intern
Pitch Letters
Send pitch letters to donors
August 31
Marcy/Intern
Pitch Letters
Send pitch letters to sponsors
August 31
Marcy/Intern
Pitch Letters
Send pitch letters to similar

organizations
August 31
Marcy/Intern
Partners List
Creation of the
partners/donors/sponsors contacts
list
August 31
Marcy/Intern
August 20
September
CARE Ambassador
Program
Have monthly meeting with

ambassadors on information to
relay.
September 1
Marcy
Greek Life
Presentation
Follow up with interested parties

by email
September 7
Marcy/Intern
Greek Life
Presentation
Update Excel sheet monthly with

names, donations, participation,
etc. from Greek affiliations
September 30 Intern
34
Partners List
Add monthly 2 potential contacts

in the partners list
September 30 Intern
October
CARE Ambassador
Program
Have monthly meeting with

ambassadors
October 1
Marcy
Greek Life
Presentation

October 30
Intern
Partners List

October 30
Intern
November
CARE Ambassador
Program
Monthly meeting with ambassadors November 1
Marcy
Partners list
Update Excel sheet four times a

year with names, phone numbers,
emails, addresses, to make sure it
still accurate
November 1
Intern
Greek Life
Presentation

November 30 Intern
Partners List

November 30 Intern
December
CARE Ambassador
Program
Monthly meeting with ambassadors December 1
Greek Life
Presentation

December 28 Intern
Partners List

December 28 Intern
Marcy
35
January
Partners List

January 29
Intern
Greek Life
Presentation

January 29
Intern
February
CARE Ambassador
Program
Monthly meeting
February 1
Marcy
Partners List

year with names, phone
numbers, emails, addresses, to
make sure it still accurate
February 1
Intern
Clothing Drive
Review and Confirm Prototype
February 24
Marcy
Clothing Drive
Contact Owl Radio about

promotions
February 24
Marcy/Intern
Clothing Drive
Begin Social Media/Website

Promotions
February 29
Marcy/Intern
Greek Life
Presentation

February 29
Intern
Partners List

February 29
Intern
March
CARE Ambassador
Program
Monthly meeting with ambassadors March 1
Marcy
Clothing Drive
Owl Radio Promotion
March 8
Marcy, 2
volunteers
Clothing Drive
Clothing Drive
March 9 - 23
Marcy, 5
volunteers
36
Clothing Drive
Announce Winner
March 25
Marcy
Clothing Drive
Winners Breakfast
March 30
Marcy, 3
volunteers
Greek Life
Presentation

March 31
Intern
Partners List

March 31
Intern
April
CARE Ambassador
Program
Monthly meeting
April 1
Marcy
Partners List

year with names, phone
numbers, emails, addresses, to
make sure it still accurate
April 1
Intern
Greek Life
Presentation

April 29
Intern
Partners List

April 29
Intern
May 1
Marcy
May
CARE Ambassador
Program
Monthly meeting: get feedback

from group to improve for next
year
CARE Ambassador
Program
Review requirements for next year. May 1

Figure out from feedback what
needs to change to the program to
make it more efficient. Make these
changes to application.
Marcy/Intern
Partners List

still accurate
Intern
May 1
37
Greek Life
Presentation

May 31
Intern
Partners List

May 31
Intern
June
Greek Life
Presentation

June 30
Intern
Partners List

June 30
Intern
July
Greek Life
Presentation

July 29
Intern
Partners List

July 29
Intern
August
CARE Ambassador
Program
Complete new applications to be

ready to put out
August 1
Intern
Partners List

still accurate
August 1
Intern
CARE Ambassador
Program
Place applications around campus August 20

and have them being passed out
around campus
Interns/Voluntee
rs
Greek Life
Presentation

Intern
August 31
38
Partners List

August 31
Intern
CARE Ambassador
Program
Review applications and set up

interviews for ambassador
selection.
August 31
Marcy/Intern
Partnership Strategy Budget

Tactic
Item
Cost
Tactic Total
Greek Life
Presentation
Writing, editing and pitching

PowerPoint to Greek Life Office and
Fraternity and Sorority Councils
$0
$0
Fact Sheet
Writing, editing and printing fact

sheet
$0
$0
Press Release
Research
$0
$0
Writing & editing press release
$0
Pitching the press release to news

media
$0
Writing and editing applications for

the program.
$0
Ambassador
Program
$100
$100
Printing 150 applications (black and

white) to pass out
Pitch Letters
Writing, editing, and sending pitch

letters to on-campus organizations &
donors
$0
$0
39
Pitch Letters
$0
$0
Clothing Drive Creating, editing and printing 250

fliers.
$135
$135
Clothing Drive Prize: Departmental Breakfast
$650
$650
Partners
Creating, updating and adding

partners/donors/sponsors contact list
$0
$0
Creating, editing and updating

PowerPoint
$0
$0
Contact List
KSU Inform
Presentation
Writing, editing, and sending pitch

letters to similar organizations &
sponsors
Strategy Total
$885
40
Strategy 2: Develop an on-campus branding and volunteer recruitment campaign to

increase awareness of the KSU CARE Center
Description: The KSU CARE Center needs to raise awareness of its organization among staff
and students. In order for the CARE Center to be successful it needs the school to be involved.
There are several opportunities for the CARE Center to raise awareness such as brochures,
recruitment booths, email blasts and participating in student orientation.
Objectives addressed:
To create a sustainable network of volunteers, enabling the KSU CARE Center to have 4
people per volunteer opportunity by Jan. 1, 2016.
To increase awareness about the KSU CARE Centers services among students and staff
by 100 percent by Aug. 31, 2016.
To increase Facebook and Twitter followers among key publics by 100 percent by Aug.
31, 2016.
To increase traffic to the KSU CARE website by 15 percent by Aug. 31, 2016.
Key publics reached:
Students, faculty & staff, campus media
Tactics
Tactic 1: Create a brochure for the CARE Center
41
The CARE Center should distribute a brochure to KSU staff and students throughout the school
year. The brochure will briefly explain what the CARE Center does, how people can contribute
and volunteer, where it is located and the services it provides. This brochure should be passed
out in front of The Commons during lunch hours when traffic is at its highest.
(Prototype included: CARE Center brochure)
Tactic 2: Set up CARE recruitment stand on campus
During the fall and spring semesters, CARE will set up a recruitment stand so that students can
sign up to volunteer and receive services while they are on campus. Setting up this stand will
help increase awareness and volunteers because students will be able to get a visual of what
CARE is about, and ask direct questions to current interns.
(Prototype included: event plan for booth and location)
Tactic 3: Send out informative email updates to the KSU students and staff
Many students receive information about Kennesaw and events the school is hosting through
emails. The CARE Center should send out emails that include: current updates about the CARE
Center, donations it may need, volunteer opportunities, contest, events, etc. This will make
students not only more aware of the CARE Center but also more active participants.
(Prototype included: introductory email that says everything the CARE Center does and how
students can help and email schedule with ideas for content)
Tactic 4: Participate in Freshmen and Transfer Orientation Activities
Organizations and departments have the ability to gain great exposure at the Freshmen and
Transfer student orientations. These take place in the summer months and are the incoming
42
students first introductions to on campus departments. There are two ways to advertise the
CARE Center to students: breakout sessions and the block party. A representative can speak to
students in these sessions. At the block party, a table is set up for all the students to come around
and get information on different departments/organizations on campus.
(Prototype Included: A PowerPoint presentation will be included to show during breakout
sessions. These will include fast facts about the CARE Center)
Tactic 5: Making a Press Release for the CARE Center
A press release will help spread word of the KSU CARE Center and potentially bring in new
volunteers. Creating a press release is a vital tool and can tremendously help to promote an
organization. It will help improve the brand image of the KSU CARE Center by reaching out to
specific organizations on campus, potential volunteers and potential future investors. The press
release would get sent out to local newspaper like The Sentinel, for example.
(Prototype included: KSU CARE Center press release and pitch letter.)
Tactic 6: Presentation by CARE Center Ambassador
In order to spread the word about what the CARE Center has to offer and its volunteer
opportunities, the CARE Center needs to have one person go into various classrooms during the
first week of every semester to show a short presentation about the CARE Center. This person
will provide all contact and social media of the CARE Center so that students can sign up to
volunteer. (Prototype Included: A PowerPoint presentation for the ambassador to show.)
Tactic 7: Canned food drive competition
On campus groups, including other departments, provide a large pool of potential donors. It is
the thought that the client should have a food drive competition with on-campus signage and
43
brochures promoting the competition to help stock the soon-to-be expanded Owls Closet.
Having a prize for the organization or department with the largest donation amount could
motivate energy from those on campus to support the competition. One prize suggestion is
providing a pizza party. Pizzas can be received at a heavily discounted rate from local chains or
for free for a tax write off.
(Prototype Included: Promotional posters and email blast to on campus organizations and
departments.)
Tactic 8: Create KSU CARE representative positions
Many on campus organizations have positions available to students to be a liaison between that
organization and their own organization. Groups such as Relay for Life, KSU PanHellenic and
Dance Marathon utilize these positions to have their representatives attend meetings and pass
information along to their chapters. These representatives will help increase awareness for the
organizations as well as increase volunteer participation by encouraging other chapter members
to volunteer.
(Prototype included: A brochure providing all information for the representative program)
On-Campus Branding and Volunteer Recruitment Strategy Timeline
Due Date
Begin implementing email content
August 3
44
Email
calendar
Ambassador
PowerPoint
Review and edit prototype
August 3
Marcy
Contact teachers, ask permission to

present in classrooms
August 4
Volunteer
Confirm approved classrooms
August 10
Volunteer
CARE Center
General
Information
Brochure
August 10
Marcy/Intern
Print brochure
August 11
Marcy/Intern
Ambassador
PowerPoint
Implement PowerPoint
August 17
Marcy/Intern/
Volunteer
CARE Center
General
Information
Brochure
Distribute brochure in front of The

Commons during lunch hours
August 19
2 Volunteers
September
Informative
Email

calendar
September 1
Pitch for Press

Release
September 1
Marcy/Intern
Email pitch letters to campus and

local media
September 1
Marcy/Intern
Representative
Position
Brochure
September 8
Marcy/Intern
Print brochure
September 8
Marcy/Intern
Contact Greek chapter presidents to

schedule a time to visit meeting and
distribute brochure
September 9
Marcy/Intern
September 9
Marcy/Intern
CARE
Recruitment
Marcy/
Volunteer
45
Stand
Schedule and reserve a place and

time for stand
September 10
Marcy/Intern
Prepare all materials for booth
September 10-11
Marcy/Intern/3
Volunteers
Set up stand on campus
September 15
3 Volunteers
October
Informative
Email

calendar
October 1
Intern
Canned Food
Drive Email
October 1
Marcy
Send out email blast to all KSU

students, faculty and staff
October 1
Marcy
Send out email blast reminder
October 15
Intern
Reassess and print brochure
October 19
Intern

October 21
2 Volunteers
CARE Center
General
Information
Brochure
November
Informative
Email

calendar
November 2
Marcy/Intern
Canned Food
Drive Email
Send out last email blast reminder
November 9
Marcy/Intern
December 1
Marcy/Intern
December
Informative
Email

calendar
January
46
Informative
Email

calendar
January 11
Marcy/Intern
Ambassador
PowerPoint
January 11
Marcy
Contact teachers, ask permission to

present in classroom
January 12
Volunteer
Representative
Position
Brochure
January 13
Marcy/Intern
Contact Greek chapter presidents

(that were not visited last semester)
to schedule a time to visit and
distribute brochure
January 13
Marcy/Intern
Ambassador
PowerPoint
Implement PowerPoint
January 19
Marcy/Intern/
Volunteer
February
Informative
Email

calendar
February 1
Marcy/Intern
CARE Center
General
Information
Brochure
February 8
Marcy/Intern

February 10
2 Volunteers
March
Informative
Email

calendar
March 1
Marcy/Intern
CARE
Recruitment
Stand
Schedule and reserve a place and

time for stand
March 7
Marcy/Intern
Prepare all materials for booth
March 7-8
Marcy/Intern/3
Volunteers
Setup stand on campus
March 14
3 Volunteers
47

CARE Center


April 1
April 11

April 13
2 Volunteers

May 2
Review, update and approve

orientation PowerPoint prototype
May 30

June 1
Begin implementing orientation

June 1
July 1

August 1
August 12
August 17
2 Volunteers

CARE Center

48
On-Campus Branding and Volunteer Recruitment Strategy

CARE Center General

Information Brochure

$0
Black and white

Tactic Total
$95.99
$0

Color printing (100
$95.99
copies at Staples)
Distribution of
$0

CARE Center
Tables, chairs and
Recruitment Stand
display items
Volunteers to work
$0
$0
$0

Event plan for
$0
49
Informative Email
Writing, editing,
Updates (introductory
and sending
$0
$0
email)
Orientation PowerPoint
PowerPoint design
$0
Presentation
$0
Press Release (pitch
Writing, editing,
$0
$0
letter)
and pitching
CARE Center
PowerPoint design
$0
$0
Presentation
$0
Canned Food Drive Email
Writing, editing,
$0
$0
Blast
and sending
CARE Center
Design
$0
$95.99
Black and white
$0
Ambassador PowerPoint
Representative Positions
Brochure
$0
print
Color print (100
$95.99
copies at Staples)
Strategy Total
$191.98
50
Strategy 3: Improve the online presence of the CARE Center.

Description: The CARE Center needs to regularly post engaging content on social media. This
content can include relevant images, videos, blogs and contests. For example, the CARE Center
can have a Photo of the Week contest across all social media platforms where winners can win
swag bags from one of its sponsors.
Objectives Addressed:
To increase awareness about KSU CARE Centers services among KSU students and
staff by 100 percent by Aug. 31, 2016.
To increase Facebook and Twitter followers among key publics by 100 percent by Aug.
31, 2016.
To increase traffic to the KSU CARE website by 15 percent by Aug. 31, 2016.
Key publics reached:

Students, faculty and staff, donors, sponsors, partners, influencers and volunteers.
Tactics
Tactic 1: To improve the CARE Centers Facebook page

Improve the CARE Centers Facebook page by regularly posting updates to the page. The
content can include pictures, weekly updates, inspirational quotes, volunteer opportunities, facts
51
and statistics and a list of what items the CARE Center needs most. For example, the Center
could start a We need Wednesday!. Every Wednesday post to the Center Facebook account
what items are needed or volunteer events that need help the most. This way students will know
what events are coming up that need more volunteers and what items are most needed for that
week.
(Prototype included: Facebook content calendar)
Tactic 2: Blog content calendar

Create a blog that is easy-to-read and caters to college students. The blog should be released the
first Wednesday of each month at 10:30 a.m. The blog should be organized and provide timely
information. The blog also needs to have the Twitter and Facebook URL at the end of each post.
(Prototype included: Blog and content calendar)
Tactic 3: To launch a microsite for events

Creating a microsite that contains information for upcoming events such as, the camp-out event
for Homeless Awareness Week hosted by the CARE Center will increase awareness about the
CARE Center. The microsite should contain vital information on the events and be easy to
navigate so that site viewers can quickly find the information.
(Prototype included: microsite layout with content for Homeless Awareness Week)
Tactic 4: To host a contest via social media
Hosting a Photo of the Week social media contest allows the Center to interact with key
publics and to present the brand in a fun and exciting manner. Create rules and identify prizes
52
before the contest begins. Contacting some of the sponsors to see if they can assist with
providing prizes is also a good way to motivate sponsors to act.
(Prototype included: contest rules/instructions and possible prizes)
Tactic 5: To improve the CARE Centers Twitter account
Use an app such as Hootsuite to schedule weekly tweets to be sent out. The Center can set up an
account with it, and it allows you to pre-program when and how often tweets will be sent out
from the CARE Center. This will not only allow the Center to stay relevant on social media, but
keep the community and students updated on what is happening with the CARE Center. Tweets
can be directly linked to any of the organizations other social media accounts. Scheduled tweets
will also allow people to interact with the CARE Center on a weekly basis. Creative hashtags
and slogans can follow up every tweet to have a commonality among all the tweets.
(Prototype included: Twitter content calendar)
Tactic 6: Social media campaign flyer
A social media campaign flyer would help promote all platforms of social media for the CARE
Center. The flyers would draw the attention of students on campus and present an opportunity to
get involved in the organization. In order to do so, flyers would be placed in populated areas
throughout campus. The flyers are to display a hashtag that presents a word or phrase used to
advertise the CARE Centers social media accounts. Creating these flyers would help students
learn about social media accounts and the organization and potentially enhance followers and
involvement.
(Prototype included: Campaign flyer and instructions for flyer distribution)
Tactic 7: Social media scavenger hunt
53
This event can be done at on-campus events such as Owl Prowl and freshmen orientation. The
general concept is that there are three to four items that people will find or activities they will do
(i.e. take a selfie with Scrappy) around campus or the immediate area. They then take a photo
and post it to Twitter using the relevant hashtag and tagging the CARE Centers Twitter account.
Those participating must be following the CARE Centers Twitter account to receive a prize.
Once the person has completed all items he or she returns to the booth to show a volunteer his or
her post, and they can collect an item. This item may come in the form of a T-shirt, water bottle
or drawstring backpack. Not only will this generate new followers, but it will spread awareness
to the CARE Centers Twitter feed. Because this may require a budget, it would be an
opportunity to collaborate with a larger group such as Greek Life.
(Prototype included: Scavenger Hunt rules and directions)
54
Increase Online Presence Strategy Timeline

Due Date

Calendar
Implement weekly Twitter calendar
August 1
Implement weekly Facebook calendar
August 1
Blog Content Writing monthly Blog- Topic

Calendar
August 1
Social Media

Communicate with social media team about

themed hashtags, and phrases
August 1
Social Media

Contact Greek Life Organizations about

potential collaboration during Owl Prowl
August 1
Social Media

Review Social Media contest prototype and

launch contest (Photo of the month)
August 1
Social Media

Brainstorm designs for three different flyers

that can be alternated throughout the fall

August 2
Blog content
Topic: Welcome Back to School

Description: This blog focuses on setting goals
for the semester. Gain Volunteer experience
from the CARE Center, making a positive
impact on others. Include CARE Center
information on volunteer experience and
assistance with time management skills.
August 3
Social Media

Review campaign flyer prototypes for

appropriateness and accurate content
August 10

Calendar
55
Social Media

Create flyer using, for example, Indesign (free

on KSU campus)
August 15
Social Media

Edit flyers
August 20
Microsite for

Review prototype and update HAW

August 20
Social Media

Get the flyers approved by KSU campus

posting policy. Visit
for
approval information
August 25
Social Media

Choose Photo of the Month winner
August 28
Social Media

Print flyers (either on or off campus depending August 29

on budget) and hang where instructed

Calendar
September 1
Social Media

Post 8 copies of flyer prototype #1 throughout

September 1
Implement weekly Facebook calendar.
September 1
Publish microsite for HAW so students have

access to information
September 2
Blog Content Topic: Football Season has begun,

Homecoming, now what?
Description: This month focuses on KSU
starting a new Football team and how it
impacts students across campus. This month
September 3

Calendar
Microsite for
HAW
56
should feature asking for donations to benefit

the CARE Center.
Social Media

September 25

Calendar
Implement weekly Twitter calendar.
October 1
Social Media


October 1
Blog Content Topic: Dont Stress, Its just midterms, You

October 3
can do it!
Description: This month focuses on midterms
and talking with professors. The Counseling
and Psychological services provide information
to stressing and approaching professors. Here
is a link to

Social Media

Set up and execute Social Media Scavenger

Hunt at Owl Prowl
October 10
Social Media

October 30

Calendar
November 1

Calendar
November 1
57
Social Media


November 1
Blog Content Topic: Homelessness Awareness Week

Description: This month is to educate, inform
and create awareness of homelessness in the
KSU community. This blog will feature
information about HAW events and resources
CARE Center provides.
November 3
Microsite for
HAW
Write thank-you post for all who participated

in HAW
November 16
Social Media

November 20

Calendar
December 1

Calendar
December 1
Social Media


December 1
Blog Content Topic: Season of Giving

December 3
Description: This month is all about the season
of giving. If you are in need please visit the
CARE Center for food and clothes for the cold,
winter month.

Calendar
January 1
58
January 1
Blog Content Topic: Looking into the Future

Description: This month focuses on the New
Year, ready for spring semester and Financial
Aid applications are online for next school
year. Need help planning for career seek
Counseling and Psychological services help.
January 2
Social Media

January 29

Calendar

Calendar
February 1

Calendar
February 1
Social Media


February 1
Blog Content Topic: A perfect date night, watching Netflix at February 2

Description: This blog focuses on Valentines
Day, Money saving tips if you are in a
relationship and if you are not then learn how
stay in love with yourself. If you are not
coping well with being alone for Valentines
Day please visit Counseling and Psychological

Social Media

February 26
59

Calendar
March 1

Calendar
March 1
Social Media


March 1
Blog Content Topic: AHHH, Its Midterms month

March 2
Description: This month focuses on midterms
and how to deal with stress? Should you drop a
class or stay in the class. If you are in need of
assistance for time management or stress
please visit Counseling and Psychological
center for help on time management.
Social Media

March 25
April 1
April 1

April 1
April 2

Calendar

Calendar
Social Media

Blog Content Topic: National Donation Month

Description: This month is all about giving.
You can donate non-perishable items and
gently used clothes to the CARE Center for
students who are in need.
60
Social Media

April 29
May 1
May 1
Social Media


May 1
Blog content
Topic: You finally did it, You are graduating! May 2

Description: This month focuses on graduating
and career choices. This month features career
tips for the CARE Center and ways to get an

Social Media

May 27
June 1
June 1
Social Media


June 1
Blog content
Summer school has begun, How to

survive 2,4,8 week courses?
This blog focuses on summer
school, while giving fresh new ways for time
management, stress level, still enjoying the
sun. This month should also include resources
June 2

Calendar

Calendar

Calendar

Calendar
61
that the CARE Center can give students are in

need of assistance.

Calendar
July 1
July 1
Social Media


July 1
Blog content
Vacation and Finding Internship for Fall July 2

This blog focuses on a quick
staycation and finding an internship for the fall
semester. If you are in need of intern assistance
please contact Counseling and Psychological

Calendar

Calendar
August 1
August 1
Begin working on updates for HAW
August 1
Social Media

Begin brainstorming for three new flyer

designs
August 1
Social Media

Review Social Media contest prototype and

launch contest (Photo of the month)
August 1
August 1

Calendar

Blog Content Begin brainstorming new topics for the school

Marcy
62
Blog Content New Blog post- Welcome back Owls. Can

August 3
cover same material from last year but focus on
career goals.
Online Strategy Budget

Creating campaign flyers and placing

them around campus to promote student
involvement on social media platforms.
.49 per
color copy
$40.00 for
100

8 copies
per month

Calendar
Creating monthly Blog post
$0
$0

for HAW
Creating and keeping up with microsite for

Homeless Awareness Week
*Optional website upgrade for domain
$4.08 per

$48.96
$48.96

Calendar
Weekly Tweets
$0
$0
Prizes (Sunglasses and Water bottles)
$150 for
100 water

$211 for
150
$361
63

Photo of

Creating a Photo of the Week contest across

social media
$0
$0

Calendar
Weekly posts
$0
$0
Strategy Total
$449.96
64

Description of Recommended Evaluative

Evaluation Timing
Resources Required
Objective 1: To develop at least six new partnerships with student organizations,

sponsors, donors, or community organizations by August 31, 2016
To evaluate the success in meeting this
objective, the client should review how many
partnerships CARE has on August 31, 2016.
The client can do this by reviewing how
many organizations agreed to partnership
with CARE through email confirmation and

The client will

complete this within a
year and then will
determine whether or
not CARE has at least
six new partnerships.
Evaluating the success of this objective can

The client will
be achieved by contacting partnerships to
complete this task on
confirm it. The client will then evaluate the
August 31, 2016.
current and future benefits of the partnership.
To complete this
evaluation metric,
the organization will
use emails and

To complete this
metric, the
organization will use
the phone to contact
current partnerships.
Objective 2: To create a sustainable network of volunteers, enabling the KSU CARE

Center to have four people per volunteer opportunity by January 1, 2016.
objective, the client should create an email
log of students to come into the office to
volunteer for CARE. If at least four people
per volunteer opportunity are available by
January 1, 2016 the objective is deemed

The client should

begin this by setting
up a volunteer log in
office and keeping
this information

To complete this
evaluation metric,
the client will need to
invest in a volunteer
log binder.
The client should go through emails to count

how many students agreed to be a volunteer
for CARE.
The client will go

through their email
lists on January 1,
2016.
The client will use

their email accounts
to count how many
volunteers agreed to
65
participate in the last

Objective 3: To increase awareness about KSU CARE Centers services among KSU
students and staff by 100 percent by August 31, 2016.
objective, the client should email an active
Survey Monkey link through the university
email system. The survey could potentially
be comprised of yes or no questions with
information about the CARE Center and
homeless college population facts.
The survey link

should be sent out one
week after drop/add
has completed for the
fall semester and
again at the beginning
of spring semester.
Sending out a survey
mid campaign will
gauge the
effectiveness of the
campaign. It is
recommended to send
out the final survey
the first week of May
2016 before summer
semester begins.
To complete this
evaluation metric,
the client will need
time, a membership
on Survey Monkey
and a member to
create the survey and
email blast.
A potential measure of achievement could be

recording the number of people who visit the
CARE center office on campus. Have the
current intern record the number of visitors
each day for a week and then recount after
the campaign has ran to see if there is an
increase in foot traffic to the office
During the first month

of school, have the
current intern record
those who visits the
CARE Center office.
The second to last
week of April 2016
May 2016 record
again those visiting
the CARE office
To complete this
evaluation metric,
the client will need a
semester long intern
and notebook to
record those who
visit the CARE

Objective 4: To increase Facebook and Twitter followers among key publics by 100
percent by August 31, 2016.
objective, the client should take a count of
Evaluate the current

number of Facebook
To complete this
evaluation metric,
66
the current Facebook and Twitter followers

and re-evaluate the followers on both
platforms at the end of the time period.
likes and Twitter

followers one week
prior to the launch of
a campaign.
Re-evaluate the likes
and followers one
week after the
campaign has ended.
the client will need

intern to check social
media and record the
data in a notebook.

Objective 5: To increase traffic to the KSU CARE website by 15
by August 31, 2016.

Check the website
monitor to record how
many visitors have
been on the website
48 hours before
beginning the
objective. Once the
objective has ended,
approximately 48
hours, recount the
website traffic and
measure the

To complete this
evaluation anyone
with master access to
the website will be
able to monitor the


objective, the client should incorporate an
interactive survey on the website. The
question could change weekly and be a true
or false question that allows users to interact.
The use of an online

question that changes
weekly can be
measured by
evaluating how many
people answer the

To complete this
evaluation anyone
with master access to
the website will be
able to add a survey
question weekly.

objective, the client should have a hidden
ticker to measure the traffic on the website.
67

C.A.R.E. Center. (n.d.). Retrieved June 8, 2015.
C.A.R.E. Center. (2015). Retrieved from.
C.A.R.E. Center. (n.d.). Retrieved June 13, 2015, from http://s
CVS Health. (n.d.). 2013 Corporate Social Responsibility Reort. Retrieved June 11, 2015, from
CVS:
Dillon, T., Garrison, K., Graham, J., Grosenick, B., Hall, M., Powers, E., et al. (n.d.). Secondary
Research Team Section.
Ellis, B. (2013). Help for homeless college students. CNN Money. Retrieved from

Georgia Colleges Try to Help Homeless Students. (n.d). Retrieved July 7, 2015.

Gross, L. (2013, October 21). College campuses see rise in homeless students. Retrieved June
11, 2015, from USA Today:
68
Higher Education. (n.d.). Retrieved June 4, 2015, from
Human Services Resource Center. (n.d.). Retrieved June 7, 2015.

Homeless Students grow anxious as semester comes to an end. (n.d). Retrieved July 7, 2015.

No Place for these Students to call home. (n.d). Retrieved July 7, 2015.

69

Ksu Care Center Public Relations Campaign Book

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Table of Contents

Secondary Research Findings

Goals and Objectives

Key Message and Tagline

Strategies and Tactics

Public Relations Campaign for KSU CARE Center

Key Publics Addressed:

Campaign Goals and Objectives:

Objective: To increase Facebook and Twitter followers among key publics by

Objective: To increase traffic to the KSU CARE website by 15 percent by

Public Relations Campaign for KSU CARE Center

Summary of Proposed Strategies:

Public Relations Campaign for KSU CARE Center

Overall Cost of Proposed Strategies:

General Campaign Timeframe:

Public Relations Campaign for KSU CARE Center

SECONDARY RESEARCH FINDINGS

Public Relations Campaign for KSU CARE Center

Summary of Clients Communication Strengths and Weaknesses

Public Relations Campaign for KSU CARE Center

List of care items needed and locations of collection bins.

Public Relations Campaign for KSU CARE Center

Provide information or a link to the Feed the Future program

Public Relations Campaign for KSU CARE Center

Public Relations Campaign for KSU CARE Center

Public Relations Campaign for KSU CARE Center

Create a social media contest that requires participants to subscribe to the

Public Relations Campaign for KSU CARE Center

Public Relations Campaign for KSU CARE Center

Public Relations Campaign for KSU CARE Center

Make sure all information is up-to-date

Analysis of Similar Organizations

Public Relations Campaign for KSU CARE Center

Public Relations Campaign for KSU CARE Center

Public Relations Campaign for KSU CARE Center

Public Relations Campaign for KSU CARE Center

Public Relations Campaign for KSU CARE Center

Public Relations Campaign for KSU CARE Center

Public Relations Campaign for KSU CARE Center

Public Relations Campaign for KSU CARE Center

Business collaboration is important to companies such as CVS. Its motto is building

Public Relations Campaign for KSU CARE Center

Public Relations Campaign for KSU CARE Center

The CARE Center is a donation-based organization that operates on the generosity of

Public Relations Campaign for KSU CARE Center

LIST OF KEY PUBLICS

Corporate sponsors (primary, active/inactive, external)

Individual donors (primary, active/inactive, external)

Public Relations Campaign for KSU CARE Center

Public Relations Campaign for KSU CARE Center

GOALS AND OBJECTIVES

To increase awareness about the KSU CARE Center.

Public Relations Campaign for KSU CARE Center

KEY MESSAGE AND TAGLINE

Public Relations Campaign for KSU CARE Center

STRATEGIES AND TACTICS

Tactic 1: Ambassador Program

Public Relations Campaign for KSU CARE Center

Create an organizational representative program that allows people of a club, group or

Tactic 2: Partner Contact List

Tactic 3: CARE Center Brochure

Tactic 4: Greek Life Presentation

Public Relations Campaign for KSU CARE Center