East Bay Coalition for the Homeless - Roger Williams University
East Bay Coalition for the Homeless - Roger Williams University East Bay Coalition for the Homeless - Roger Williams University
Public Service Announcements (PSAs) Goals 1. Create and raise awareness 2. Tell the EBCH “story” 3. Connect and engage with current and potential donors 4. Facilitate fundraising Why PSAs 1. Low Cost 2. Can often find an ad agency that will create them pro-bono PSA Guidelines 1. PSAs usually are created for 15, 30, 60 or 90-seconds 2. PSAs are aired for free – but can be pitched to media outlets 3. See Appendix G for a template and word length suggestions Press Conferences Goals 1. Create and raise awareness 2. Tell the EBCH “story” 3. Create buzz 4. Facilitate fundraising Why Press Conferences 1. A very public way to make major announcements 2. Generate excitement and gain news coverage Press Conferences Guidelines & Strategies 1. Only schedule a press conference when the announcement is truly newsworthy 2. Prepare press kits with information about the EBCH and information directly relevant to the announcement. Press kits are distributed to press conference attendees. 3. See Appendices H & I for Press Conference and Press Kit suggestions. 35
RIPTA Advertising A program of “interior bus” advertising is available and might be a good place for information about the EBCH. Potential clients as well as potential donors ride the bus. The EBCH may be able to secure sponsors for these ads if the sponsors were also identified on the posters. The program is coordinated through Direct Media (www.directmediausa.com). 36
- Page 1 and 2: EAST BAY COALITION FOR THE HOMELESS
- Page 3 and 4: CPC Project Disclaimer: The reader
- Page 5 and 6: Table of Contents Executive Summary
- Page 7 and 8: Project Goals & Objectives Client R
- Page 9 and 10: Fall 2012 Baseline Board Survey See
- Page 11 and 12: Situation Analysis Organizational A
- Page 13 and 14: Competitive Analysis: Internet Acce
- Page 15 and 16: Competitive Analysis: Social Media
- Page 17 and 18: Competitive Analysis: Differential
- Page 19 and 20: SWOT Analysis Strengths 1. Staff’
- Page 21 and 22: Positioning Strategy There are a nu
- Page 23 and 24: Logo The existing logo, while recog
- Page 25 and 26: Additional Messaging Under the “O
- Page 27 and 28: Communication Objectives, Strategie
- Page 29 and 30: Blogging Blogs provide a voice for
- Page 31 and 32: Facebook Guidelines & Strategies 1.
- Page 33 and 34: LinkedIn LinkedIn can help the EBCH
- Page 35 and 36: Youtube/Vimeo Short videos provide
- Page 37 and 38: Press Releases/Media Advisories/New
- Page 39: Suggested Events 1. Walk-together:
- Page 43 and 44: Donor Premiums There are a number o
- Page 45 and 46: Sample Executions Sample Business C
- Page 47 and 48: EAST BAY COALITION FOR THE HOMELESS
- Page 49 and 50: Campaign Evaluation What to Track W
- Page 51 and 52: Appendix A Fall 2012 Research Repor
- Page 53 and 54: Executive Summary This report discu
- Page 55 and 56: Research Process Research Objective
- Page 57 and 58: Findings and Analysis Statistical A
- Page 59 and 60: If you were not on the EBCH board,
- Page 61 and 62: If you were asked to describe the E
- Page 63 and 64: If the EBCH did not exist, what wou
- Page 65 and 66: EBCAP Board Responses: Again, messa
- Page 67 and 68: The spread of the ratings is presen
- Page 69 and 70: C. How the Relationship with the EB
- Page 71 and 72: Board Survey 66
- Page 73 and 74: THESE ARE QUESTIONS FOR EBCH BOARD
- Page 75 and 76: ALL RESPONDENTS SEE THE REMAINING Q
- Page 77 and 78: ALL9 * Listed below are four potent
- Page 79 and 80: ALL14 How effective is each of thes
- Page 81 and 82: Appendix B December 13, 2012, EBCH
- Page 83 and 84: You would continue to advocate for
- Page 85 and 86: How many events per year... Should
- Page 87 and 88: Differentiating Characteristics •
- Page 89 and 90: Appendix C Spring 2013 Research Res
RIPTA Advertising<br />
A program of “interior bus” advertising is available and might be a good place <strong>for</strong> in<strong>for</strong>mation about <strong>the</strong> EBCH.<br />
Potential clients as well as potential donors ride <strong>the</strong> bus.<br />
The EBCH may be able to secure sponsors <strong>for</strong> <strong>the</strong>se ads if <strong>the</strong> sponsors were also identified on <strong>the</strong> posters.<br />
The program is coordinated through Direct Media (www.directmediausa.com).<br />
36
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