We Are the Power of O.NE Plan
Presented by MaverickPR
Faculty Adviser: Karen Weber [email protected] or [email protected] (402)415-5505
Director: Michelle Meisinger [email protected] (402) 699-4173
Account Executive & Photographer: Kimberly Bailey [email protected] (402) 416- 5460
Staff Members:
Angela Eastep [email protected] (402)880.5593
Andrea Neal [email protected] (402) 658.5822
Rachel Northrop [email protected] (712)789.0060
Jip Prapaisilapa [email protected] (314) 277.3895
Michelle Pickett [email protected] (402) 301.8139
Clients:
Sherri Buglewicz [email protected] (402) 926-9238 &
Lin Leahy [email protected](402) 214-6404
Situational Analysis:
Approximately 20 percent of children in Nebraska and western Iowa are at-risk for hunger, according to Food Bank for the Heartland (www.foodbankheartland.org). In fact, 15.9 percent of Nebraskans reported at least one time in the past 12 months when they did not have the means to buy enough food to feed their families. To help local families in need, The Power of O.NE, an organization dedicated to ending hunger in the greater Omaha area, has planned a record-breaking spaghetti feed on September 21, 2014 with all proceeds going to the Food Bank for the Heartland.
The vision of this group is to plan and execute a special event that brings the Omaha Metropolitan community together to ensure that no one in our city goes hungry for that day. The Power of O.NE will sell plates of spaghetti to those who can afford the $5 per plate price and will ask for donations for those who can pay more. Part of the fun is trying to set a Guinness World’s Record for the most people served in one meal, which must exceed 16,781 and be properly documented. The group is enlisting support from the business community to assist in procuring the necessary supplies and encouraging a massive volunteer effort to make this event a success. MaverickPR can help promote the event through well-planned and executed graphics, social media and media relations.
Challenges:
With approximately four months until the event, the group faces challenges in securing both the sites to hold the spaghetti dinners as well as enough volunteers to staff each site. With summer vacation approaching, it will be more difficult to reach the target audience of high school students within the community.
Opportunities:
Any success the event has in raising money to feed the hungry and drawing attention to this critical need is an opportunity not to be wasted. The sheer number of volunteers needed has the potential to draw the Omaha community closer together.
Target Audience:
• Omaha metro area high school students and their families • Omaha metro area school systems • Omaha metro area business and civic leaders • Omaha metro area church and nonprofit organizations
Goals:
• To create awareness about food insecure families and individuals in the Heartland. • To create a successful event that feeds up to 20,000 people in one day. • To break a Guinness World Record for the most plates of spaghetti served in one day.
Strategies:
• Assist in creating consistent brand identity for the event that best engages the target audiences. • Develop social media and media relation strategies that best reach the target audiences.
Objective 1: To secure a minimum of 500 volunteers.
Tactics:
• Create a flier to recruit volunteers. Deadline: June 10, 2014 (Andrea) Completed • Post flier on targeted Facebook pages and websites. Deadline: June 12, 2014 Complete • Write a fact sheet about key information to recruit volunteers. Deadline: June 10, 2014 (Rachel) Completed • Write news release seeking volunteers for the event. Deadline: June 12, 2014 (Michelle P.) Completed • Send news release to all metro area news outlets (newspaper, radio, TV). Deadline: June 17, 2014 (Kimberly) Completed • Create Facebook calendar and write status updates. Deadline: June 17, 2014 (Rachel) Complete • Post Facebook updates. Deadline: Begin June 24, 2014 Complete • Write script for 30-sec radio PSA. Deadline: June 24, 2014 (Trent) Complete • Record 30-sec PSA, Deadline: July 1, 2014 (MavRadio) (Karen) Complete • Pitch promotion on need for high school and college volunteers on KQCH 94.1 FM, KQKQ 98.5, KISO 96.1 FM, KXKT 103.7 FM. Deadline: Week of July 14, 2014 (Kimberly) Complete • Identity UNO, Creighton University, Grace University and MCC student groups to recruit for volunteers. Deadline: June 24, 2014 (Team) Complete • Contact targeted UNO, Creighton, Grace and MCC groups via social media platforms. Deadline: June 24, 2014 (Kimberly) Complete • Identity church youth groups to recruit for volunteers. Deadline: June 24, 2014 (Team) Complete • Pitch a story on the need for volunteers to Mike Kelly, Omaha World- Herald columnist. Deadline: Week of August 25, 2014 (Kimberly) Complete • Create a 1-minute YouTube video to promote need for volunteers and place on website. Deadline: July 8, 2014 (Jip, Angela & Michelle P. and Kimberly) Complete • Create 6-8 additional Facebook posts for page with volunteer Youtube video attached. Deadline: July 29, 2014 (Michelle P. and Rachel) Complete • Write news story for Gateway “Back-to-School” issue on need for volunteers. Deadline: July 22, 2014 (Angela) Complete
Objective 2: To secure media coverage from at least 5 local media outlets to help promote the spaghetti feed and help boost attendance to 20,000.
Tactics:
• Create flier as invitation for the public to attend the event. Deadline: June 24, 2014 (Andrea) Complete • Post flier on targeted community calendars, Facebook pages and websites. Deadline: June 24, 2014 (Kimberly) Complete • Write script for 30-sec radio PSA. Deadline July 1, 2014 (Trent) Complete • Record PSA. Deadline: July 8, 2014 (MavRadio) Complete • Write script for 1-minute Youtube video for the Godfather. Deadline: July 29, 2014 (Team) Complete • Create 1-minute Youtube video to promote the event and post on website. Deadline: July 8, 2014 (Jip, Kimberly & Michelle P) Complete • Write news release to promote the event. Deadline: July 31, 2014 (Rachel) Complete • Send news release to all metro area news outlets (newspaper, radio, TV). Deadline: Week of August 21, 2014 (Kimberly) Complete • Pitch appearance on WOWT’s “Mom’s Everyday” with Pat Persaud. Deadline: August 11, 2014 (Kimberly) Complete • Pitch appearance on KMTV’s “Morning Blend.” Deadline: August 11, 2014 (Kimberly) Complete • Pitch appearance on to discuss hunger in the Heartland to KETV’s “Chronicle.” Deadline: August 11, 2014 (Kimberly) Complete • Pitch promotion and attendance to the event on KIOS NPR 91.5 FM, KEZO 92.3 FM, KZKX 96.9 FM, KGOR 99.9 FM, KFAB 1110 AM. Deadline: Week of September 2, 2014 (Kimberly) Complete • Send promotional materials to other local agencies the provide services to food insecure families and individuals such as Together Inc., Salvation Army, Maverick Food Pantry, ConAgra Foods Foundation. Deadline: August 12, 2014 (Kimberly) Complete • Send media advisory to targeted outlets in the metro. Deadline: September 18, 2014 (Kimberly) Complete
Creative Services: (graphic design, photography, audio and video) $25.00 per hour (10) $250.00
Social Media: (Facebook and Twitter calendar and status updates) $15.00 per hour (10) = $150.00
Media Relations: (calendar of events, news release, news alert and media pitches) $15.00 per hour (8) = $120.00
MaverickPR Fee Estimate: 50% Non-profit discount = $520.00
Evaluation:
• Track number of volunteers. • Track number of spaghetti dinners sold. • Track number of attendees at all locations. • Track number of Facebook likes. • Track number of media impressions.