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Clara White Mission

Clara White Mission

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Published by Carolyn Eberhart

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Published by: Carolyn Eberhart on Dec 04, 2013
Copyright:Attribution Non-commercial


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Clara White Mission Campaign
Presented by:
Brittney Darner, Carolyn Eberhart, Angie Grab, Christine McFaul, Chantelle Williams, Chelsea Yanochik
The Executive Summary:
 Our campaign plans to give the Clara White Mission the best tactics possible to raise awareness of its organization within the community, and to move those people to action. Our mission is to gain more volunteers and more corporate sponsorships. Our campaign will be targeting three main audiences: corporate organizations, University of North Florida students and affluent households with more than $100,000 yearly income. A documentary will be created in order to educate audiences on the history of Clara White and the mission. Sweet by Holly will be hosting baking classes, which will be free for CWM culinary students and $20 for general admission, proceeds going to the Clara White Foundation. These baking classes will help expand the Clara White Mission due to the fact it do not have the funding or time to train its students in baking. We will also be hosting a black tie
event: Clara’s Cupid Mixer in February, which is where the documentary will be premiered.
 Local media such as radio, television and newspaper will be used in this campaign. The Sunrise Agency will be using these forms of media to raise awareness and promote our events and documentary. We will also be using social media such as Facebook, Twitter and Instagram.
Since the Clara White Mission’s social media presence
is not very prominent due to a lack of updates, followers, and likes, we will consistently update Facebook, Twitter, Instagram and blogs
with information and pictures about our events. These actions will increase the Mission’s social
media presence, which will result in more motivated action.
Traditional forms of media will also be used to spread the Clara White Mission’s
message to a wider audience. Sunrise Agency will compose press releases, as well as pitch to local news stations, magazines, and newspapers about our events and movie. We will also have informational booths set up at UNF market days, as well as the Riverside Arts Market, where we will have volunteer sign up sheets and informational packets. We will also have the trailer for the documentary playing at these booths.
Sunrise Agency Description:
Sunrise Agency was started in 1995, by a group of Vitamin D loving Floridians who all shared a passion for public relations. What began as a small firm with only 11 associates grew to a nationally recognized firm with over 30 locations. Our Jacksonville staff has been specially trained in public relations services such as: Social media management, reputation restoration, spokesperson training, special events, leadership and corporate communications. By choosing
Sunrise Agency, you are choosing a team that not only wants what’s best for you, but what can
urther the community through your company’s mission.
Mission Statement:
 Recognized as one of the top 10 public relations firms in the nation, Sunrise Agency is committed to a personal, results-
oriented approach. We do not simply strive to meet our client’s
objectives; we go above and beyond with the intent of exceeding every expectation. We offer an informed, media-savvy staff in an informal yet professional working environment that encourages and rewards creativity, insight, teamwork and enthusiasm. As a trusted extension of your organization, Sunrise Agency will produce results that directly and positively
impact our clients’
 business. Let us shine a light on your company!
Client Background:
The mission statement of the Clara White Mission is “To prevent and reduce
homelessness through advocacy, housing, job training and employment, all accomplished through our partnerships within the community." This organization has existed for more than 100 years and was founded in 1904 by a former slave named Clara White. The mission began when Clara White would feed her hungry neighbors from her two-room house on Clay Street. Her daughter, Eartha White, began to take over the mission work. She obtained ownership of the old Globe Theatre Building on West Ashley Street and dedicated it to her mother Clara. During the Great Depression, the mission served as the headquarters for the Works Progress Administration arts and sewing projects. During World War II, soldiers away from home lived on the m
ission’s upper
floors. Eartha provided rooms to released prisoners, and the homeless. She not only gave them a  place to sleep, but also fed, taught and helped them find jobs. The Clara White Mission offers meals for the hungry and traditional housing for the homeless. It provides hope and a way out of misery from life on the streets. The mission provides food and housing, as well as vocational programs to put people to work. Their goal is to restore those in need to meaningful dignified lives in the community. The Clara White Mis
sion’s "soup
kitchen" service provides hot meals to the general homeless population seven days a week and the  program serves 400-500 persons daily.
The mission’s niche in the community is that it is more than just a homeless shelter; it
offers educational programs for residents. The mission is known for having an excellent culinary and janitorial program. The culinary program introduces students to the history of cooking and services, basic food preparation, menu development and culinary math. Students also learn commercial cooking/services and front and back of the house skills through caterings and special events. With this hands-on program, students will be able to secure entry to mid-level employment in the food service/hospitality industry upon graduation. The Janitorial program provides students with hands-on training in commercial cleaning, academic and practicum aspects, in addition to providing customer relations and management skill development.
Situation Analysis:
The Clara White Mission is an organization that has given thousands of Jacksonville residents a second chance. At Sunrise Agency, it is our mission to give you the awareness, corporate sponsorships and volunteer base you deserve. After conducting research, we discovered that the problem is not that people do not want to donate, volunteer or attend events. They simply are not aware of these options. We have chosen UNF students, local business and affluent members of Jacksonville as publics to substantially increase awareness, corporate sponsorships and the volunteer base. The largest problems we have found are the lack of awareness among young people, an aging donor base and minimal social media activity. Thankfully, at Sunrise Agency our specialties will solve all of these issues. During our campaign, we plan to spread awareness by creating a strong presence at UNF Market Days and Art Walk. We will also plan a black tie affair to attract new, affluent supporters. Finally, our social media experts will revamp your accounts. We are going to post often, increase followership and most importantly, increase engagement.

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