_____________ HOPE HAVEN ____________CAMPAIGNS 2015 Helping Hands Plan Book 2015 Helping Hands Passion. Commitment. Achievement. At Intuition PR we are committed to providing our client with the necessary tools to create strong, positive and lasting bonds within the community. We make each of our client’s passion our own because we realize their passion helps us achieve ours. With Passion and Commitment comes Achievment. 2 Professor Tulika Varma Campaign Director Dell Robinson Account Executive Jillian Washington Media Planners Michael McAdams Account Directors Kayla Nasr Celia Glassman Dell Robinson Event Coordinators Nichole Vanderpool Alexandra Smith Steven Geissler Writers & Editors Frankie Gross Budget Jennifer Butler Patrick Harrington Leslie Priddy Creatives Eli Rae Wilson Research & Strategy Intuition PR Team Kennerly Cotton Alicia Chirino 3 Letter From the Director On behalf of the Intuition PR team, I would like to thank Executive Director Anne Wall and the entire staff of Hope Haven Children’s Clinic and Family Center for providing us with the opportunity to create a strong public rela- tions campaign. We appreciate their willingness to work with us throughout the semester. Intuition PR is a group of fifteen hard-working and enthusiastic University of North Florida students who worked to create an effective campaign for friends at Hope Haven Children’s Clinic and Family Center. Through interviews and visits with the staff members and volunteers of Hope Haven, our team saw the dedication and passion that exuded from the Hope Haven family. We worked hard to construct a successful campaign while applying our learned knowledge of public relations and advertising. Not only have we benefitted from this experience, but we sincerely believe that Hope Haven will be able to take our ideas and apply them to their own helping to expand their reach, resources, and ultimately better serve their children. All the best, Dell Robinson Dell Robinson 4 Executive Summary Our aim is to grow Hope Haven in the Northeast Florida region to become the region’s number one organization for children and families with special needs. Our plan focuses on building awareness in the community, increasing funds and engaging the community on current programs. We will utilize social media outlets to capitalize on symmetrical communication. We will organize new events and improve existing events, build community relationships, and expand the annual Hope Haven budget. We want to make it easy to increase volunteer opportunities and become a Helping Hand to Hope Haven. 5 Table of Contents Research Background.............................................8 Hope Haven Staff....................................10 Orginization History.................................12 Client Services.........................................14 Competitors.............................................15 Financial Financial Position..............................16 Financial Figures...............................17 Survey Analysis........................................18 Key Findings......................................20 Stakeholder Analysis Primary Publics.................................22 Secondary Publics...........................23 Psychographics.......................................24 Demographics.........................................25 Problem Statement..................................26 SWOT.........................................................28 6 Table of Contents Goals & Objectives..............................................30 Campaign Tagline...............................................31 Goal 1 Objectives and Tactics....................32 Goal 2 Objectives and Tactics....................44 Goal 3 Objective and Tactic.......................49 Budget...................................................................50 Campaign Timeline.............................................52 Evaluation.............................................................56 Recommendation................................................60 Appendix..............................................................62 7 Client Background Hope Haven Children’s Clinic and Family Center is a nonprofit organization that serves the community of Jacksonville, offering affordable specialty services to families with young or adult children with educational, developmental and mental challenges. For the past 80 years, Hope Haven continues to respond to the needs and challenges of today’s generation as it serves over 5,000 families each year. 8 9 The Dedicated Staff of Hope Haven Hope Haven employs Joanne M. A. 55 full time and 35 part-time employees. Robertson Currently, Hope Have serves as chief has 20 volunteers, executive officer although that number of Hope Haven varies to more than 100 Children’s Clinic and when special events Family Center since take place or summer December 2013. camps are available. Anne Wall Director of Development of Hope Haven, for the past 18 years, oversees the communication efforts for Hope Haven. 10 Barbara Brutschy Director of Intake Services, has worked with Hope Haven for the past 20 years. Her role includes determining the client’s need and matching them to the appropriate services Hope Haven offers. Jenny Kobin Hope Haven board member and Vice President of Investor Relations specializes in strategic investor relations, media relations and corporate communications. 11 Organization History 1939 Hope Haven constructed a The new Hope Haven 20,000-square-foot facility at Children’s Hospital 4600 Beach Blvd. opened on Atlantic 1970s 1989 LATE 1800s Boulevard. Hope Haven Association Dr. Richard Skinner expanded goals was formed through and objectives of Hope Haven the efforts of the Duval Hospital to include diagnostic and County Tuberculosis As- treatment services to children with sociation. developmental, psychological, be- havioral and academic problems. 1980 The original Hope Haven Nemours Foundation pur- Children’s Hospital was chased Hope Haven Chil- established as a “preven- dren’s Hospital’s inpatient torium” for nutritionally services. Hope Haven be- and medically deprived gan focus on outpatient children. care. 1950 1926 Hope Haven expanded its 1991 facility to accommodate Renamed Hope Haven Chil- general care and treat- dren’s Clinic and Family Cen- ment of children. ter to incorporate expanded services into its mission. 12 Hope Haven’s Project Search began as an adult educa- 1996 tion and job training pro- The Down Syndrome Center gram. The inaugural class graduated in June 2009. opened at Hope Haven. 2005 Applied Behavioral Anal- AUGUST 2008 Children First in Divorce ysis (ABA) added to sup- (CFID) offered for port clients diagnosed divorcing and separat- with autism spectrum and ing parents. behavioral disorders. 1993 2002 MID 1990s The first Hope Haven Florida Alliance for Assistive Tech- Autism Spectrum Dis- nology and Services (FAAST), order (ASD) evaluation 2007 Technology Based Training for was administered. Independence (TBTI) – later re- Capital campaign raised named Hope Academy, Business $5 million to build a new and Employment Services Team 5,000-square-foot building (B.E.S.T.) were established. to accommodate growing needs for the community. 13 Client Services Learning Services Individual Academic Achievement Strategies Group and Individualized Tutoring Enrichment Activities/Academic Support Developmental (Evaluations, Individual Plans and Therapy) Occupational Therapy--- Play, Self-Care and School-Readiness Skills Physical Therapy Speech and Language Assistive Technology Behavioral Analysis Special Services Attention Deficit/Hyperactivity Disorder Mental Health Autism Professional Counseling Down Syndrome Children First in Divorce Young Adult with Challenges **Although Hope Haven is recognized for its excellent services and support it provides to its client, few people know of its existence 14 beyond the niche community it serves. Competitors 15 Financial Position The primary source of funding comes from contributions from donors, government grants and fundraising events. It is not expected that program service fees should be the primary source of revenue because Hope Haven is a nonprofit organization. Patient fees are marked at a low rate, which also includes Medicaid waivers. Unfortunately, for the past four years, Hope Haven’s expenditures exceed its revenue by approximately $360,000. 16 Expenses Salaries & Benefits $2,666,345.46 75% Travel $73,779.42 2% Insurance $56,313.29 2% Contract Services $204,221.34 6% Taxes/Licenses/Other $28,403.81 1% Other $37,300.82 1% Office Expense/Prof. Supplies $200,184.65 6% Occupancy $121,329.26 3% Depreciation $154,721.36 4% ________________________ Total Expenses 2014 $3,542,599.41 Revenue Public Support $562,772.00 18% Grants $768,133.00 24% Client Fees $738,834.00 23% Private Foundation/Corp Contribution $150,848.00 5% Hope Haven Foundation $776,208.00 24% Other $186,063.00 6% _________________________ Total Income 2014 $3,182,858.00 17 Survey Results An online survey was conducted for the campaign. The goal of the online survey was to understand how to communicate with the target audience. Online Survey The online survey was built on Qualtrics. Each question was tested and reviewed to avoid leading questions or bias. The survey method was chosen because of the effectiveness, administration and the ability to reach a large amount of people. Survey Results The online survey has 17 questions. The first five questions were based upon demographics and the rest were based on how the target audience