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 their 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. 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 Missions 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 Missions social media presence, which will result in more motivated action. Traditional forms of media will also be used to spread the Clara White Missions 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. 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 they do not have the funding or time to train their students in baking. We will also be hosting a black tie event: Claras Cupid Mixer in February, which is where the documentary will be premiered.

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 whats best for you, but what can further the community through your companys mission. Brief history of our associates: Carolyn Eberhart: Campaign Director With over 20 years of experience, Carolyn knows how to get the job done. After working in London, England with some of the top public relations executives in the world, Carolyn decided to move to warmer weather and sandy beaches. Here, she has brought her powerhouse ideas and award-winning strategies to Jacksonville. Brittney Darner: Account Executive Brittney Darner began her public relations journey in a small town in South Carolina, only to discover that her career had only just begun. After having a nationally recognized campaign for Amazon under her belt, Brittney was offered to move to Jacksonville and use her skills for

Sunrise Agency. A volunteer activist, Brittney has a heart for non-profits, and is on the board for the Juvenile Diabetes Association.

Chelsea Yanochik: Event Planner After spending the first 10 years of her career planning weddings, Chelsea realized her talents were better suited for the public relations field. She started working for Sunrise Agency in 2005, and has single-handedly planned multiple events a year that attract thousands of attendees. You need streamers? She is your girl.

Chantelle Williams: Director of Client Engagement Chantelle graduated from Duke with a plan to become a college professor. However, after taking a public relations job in Washington D.C. Chantelle proved to be better suited for the communications field. Doubling the firms client base in a year, Chantelle moved to Jacksonville and became a part of the Sunrise team. She now not only brings in new clients, but also maintains relationships and connections. Christine McFaul: Social Media Specialist Christine graduated from the University of North Florida where she had moved on to work for Facebook for three years as a promotional marketing specialist. Christine joined Sunrise Agency team in 2012 and has increased social media awareness substantially. Christine is well noted for her knowledge in emerging media technology and has specific qualifications with Instagram and Vine. Angie Grab: Director of International Public Affairs After college, Angie began working as an international flight attendant for several years. She settled in her native country of Poland to work for a PR agency where she worked with multiple top companies across Europe and Asia. She returned to the states to work for Sunrise Agency when her old friend Christine recruited her to work with the Jacksonville team. Angie now works with international affairs and plans to expand the agency to new clients across the globe.

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 clients 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 missions 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. They provide 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 Missions "soup kitchen" service provides hot meals to the general homeless population seven days a week and the program serves 400-500 persons daily. The missions 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. Sunrise Agency is trilled to cater to your specific needs and more importantly, help the Clara White Mission.

SWOT Analysis: Strengths Provides food, teaches life skills More than 100 years operating Slave roots Meals for hungry, transitional housing for homeless, vocational programs to put people to work Feeding program 7 days/ week Culinary arts and janitorial services education programs Housing program- works to move to permanent and independent living within 24 months Claras at the Cathedral- training caf Ashley Street Catering White Harvest Farms- provide fresh food in food desert areas for homeless, lowincome veterans Famer market, greenhouse, educational facility, new museum Daily breakfast, gardening, museum assistant- volunteer opportunities Online donation giving available Informational website Graduation rate of missions education program 90 percent Quality events Social Media presence- Flickr, Facebook, Twitter Feeds more than 10,000 men, women, children Jacksonvilles only veteran drop-in daily center (support center for homeless vets) Local Non-profit Drop off center (clothes, first aid, books) Weaknesses Not enough awareness of causes No baking classes for culinary school Targeted to military vets, excludes others Facebook not active Low followership on Twitter Aging donor base Opportunities Gain more awareness Increase donors/ sponsors/ partners Return volunteers Planned giving Government grants Gain more media coverage Increase volunteers Grow in order to help more people Target non-veterans Bigger social media presence Mobile app Mobile giving Threats

Funding decreases Decreased volunteers Lowered sponsors Low event turn out Poor economy (less giving, funding) Budget issues Scandals within organization Natural disasters Bad press Competing organizations Competing needs

Secondary Research: The Clara White Mission has been able to positively impact so many lives through dedicated volunteers and affluent donors. The Clara White Mission takes approximately $500,000 a year to run, and feeds over 10,000 homeless men, women and children a year. Every day, 300 to 400 meals are given out. The Annual Miracle on Ashley Street is one of the Missions most successful events, bringing the entire community together to raise contributions for the work of the Clara White Mission. Over the past 16 years, this event has raised over $550,000 to eliminate homelessness. In past events, the Clara White Mission raised $45,000 and provided lunch to more than 1,500 community supporters and guests. The Clara White Missions Facebook page is not very active, with only 66 likes and the last update on Dec. 1, 2011. The Twitter page is more active, with updates every few days and 304 followers. However, the updates are not consistent and the tweets lack hash tags, which prevents them from trending in the social media world. Sunrise Agency conducted secondary research in order to gain a better understanding of how the Clara White Mission is different from the Sulzbacher Center. This in turn helps Sunrise Agency conduct a better campaign plan for the Annual Miracle on Ashley Street and to observe their social media presence. One big difference between the Clara White Mission and the Sulzbacher Center is how it was founded. The Sulzbacher Center was founded in 1995 by a group of philanthropists and businessmen in Florida, as opposed to the Clara White Mission, which was founded in 1904 by former slaves. Also, the Clara White Mission has the only veteran Drop Day Center that helps homeless veterans. So, although the services they provide are very similar, The Clara White Mission has always put a strong emphasis on the need to support our veterans.

Primary Research: In order to gain a better understanding of how the community and our target audiences view the Clara White Mission, Sunrise Agency will conduct pre- and post- campaign surveys. In order to specifically research our target audiences, we will hold focus groups for UNF students, local businesses and affluent community members with a household income of more than $100,000 a year. We will ask questions regarding their knowledge of the Clara White Mission before and after, as well as their responses towards volunteering locally. We will also use their input to deduce how well the documentary will be received by the public before the premiere. One such focus group was conducted on the target audience, UNF students. From this we learned that one in five students have heard of the Clara White Mission, and have a clear

understanding of what they do for the community. The focus group also showed that three in five students believe homelessness should be considered one of the top three community-based problems in Jacksonville. Four in five students believe crime is one of the top three local issues. Two in five students are engaged in some sort of volunteerism on a regular basis, and overall the students said that more recognition and community improvement would draw them to give more of their time to volunteer causes. Finally, two in five students watch documentaries regularly, spanning from one a month to fifteen a month. We also attended the Clara White event, Pearls and Cufflinks, on Nov. 9, 2013. From this experience we gathered a lot of information about the sponsors of the Clara White Mission, volunteers, board members, and general supporters. We deduced that the attendees of such events are proactive in community involvement, and were happy to spend $100 per ticket. There was also a silent auction, where attendees could bid on expensive baskets donated by sponsors. Finally, we noticed a large African-American community at the event. Overall Campaign Goal: Develop a public relations campaign that will increase Jacksonvilles support for the Clara White Mission, financially and volunteer based. Objectives: 1. To increase awareness of the Annual Miracle on Ashley Street event by 30 percent by April 30, 2014. a. Tactics: To increase awareness of this event, we aim to increase local media attention (television, print, Internet) and also host a community event that will benefit and promote the Miracle on Ashley Street event i. Thread of Love Documentary: Mike Anderson, a local filmmaker, agreed to create a documentary about Clara and Eartha Whites life for free due to his support of the cause. Once the film is shown, Anderson will own the rights to the movie and can pitch to local film outlets, such as PBS. We plan to premiere this at the black tie event and show the movie trailer at volunteer tables and booths. He has already reached a deal with Netflix to show the movie under the Documentary section. ii. Traditional local Media: Our group will release press releases to local newspapers and news stations. We strive to book appearances on morning news segments and land feature stories. iii. Cupcake event: This will take place at the Clara White Mission in downtown Jacksonville. Sweet by Holly owner and Cupcake Wars winner, Holly Wilder, will teach guests how to make and decorate cupcakes. This event will be free for the Clara White culinary students, but $20 for the general public. There will be donation jars and fliers promoting the Ashley Street event. iv. Internet presence: Since the Facebook hasnt been updated since 2011, we will get that page up to date and add pictures about the mission and events. We will take over the Twitter and tweet more frequently with hashtags and in turn, gain more followers. Instagram is another important social media tool we would implement. Our group will also create a blog website to give information about the organization, post pictures and promote future events. 2. To garner more corporate sponsorships by 25 percent by April 30, 2014.

a. Tactics: To increase corporate sponsorships we are going to contact businesses in Jacksonville, host an upscale event and use current CWM mailing lists. i. Contact local business: We will compile a list of local businesses in a five-mile radius of the mission and send a letter containing information about the mission, Claras Cupid Mixer and the Ashley Street event. The letter will have an option to send back a donation, buy a company table for the event or attend with his or her own guests. These letters will also have social media accounts on them in an effort to increase more followers. ii. Premiere Party Claras Cupid Mixer: This event will be premiering the Thread of Love Documentary, as well as provide catered food by Clara White culinary students. This will be an upscale, black tie affair with wine tasting costing $100 a seat or $1,000 per table. iii. Contact past and current donors: We will use the mailing list of donors to send event invitations as well as an extra envelope to send a donation back. These invitations will also include social media accounts and website information so they can follow the accounts or donate online. 3. To increase volunteers by 40 percent by April 30, 2014. a. Tactics: To increase volunteers, Sunrise Agency will do a volunteer contest and host community booths and tables. i. UNF Greek Life volunteer contest: This contest will be among the sororities and fraternities at the University of North Florida. They will compete among each other to see which group can volunteer the most hours at the Clara White Mission and events. The winner will receive tickets to the cupcake event and a catered lunch by Clara White Culinary students. ii. Volunteer sign-up booth: This booth will be at Art Walk in Riverside once a month, starting in February. There will be information about the organization as well as prizes to those who sign up to volunteer and provide his or her contact information iii. Volunteer sign-up table: This table will be at UNF Market Days for four Wednesdays in a row, starting in April. They can sign up to volunteer at the mission or during events. Students will receive prizes for providing their contact information and signing up to volunteer.

Key Publics/ Audience Analysis: According to Demographics Now and Experian Database a. Local Businesses: Sunrise Agency will use local businesses as a target audience because we intend to create more corporate sponsorships. Demographics: We will target 1,000 businesses in 32202, the same zip code as the Clara White Mission such as: First Florida Credit Union Ritz Theatre and Museum Community First Credit Union of Florida Museum of Contemporary Art Jacksonville Hyatt Regency Jacksonville Regency

Barnett Jewelers Located in zip code 32202 17,230 employees 1,067 businesses Top three are: Service (603) Finance, Insurance and Real Estate (109) Retail Trade (101) Psychographics: Increase profits Maintain positive employee relations Positive customer satisfaction Increase stock value Positive community impact Increased company growth Giving back to community UNF students: We are targeting these residents because they value volunteering and often need hours for scholarship and graduation purposes. They also would be interested in the cupcake event and can follow CWM social media accounts. Demographics: We will use UNFs zip code, 32224 to determine demographics for students because most students either live on campus or within the area. In 2011- 36,745 residents 12.7 percent are 20-24 years old, which is 4,786 people. Median age is 30.5. 44.9 percent renter occupied housing units Almost 75 percent are either one person per household or two people per household. 80 percent white and 8.9 percent black. 42.5 percent earn $0-$49,999 annually 61.3 percent are employed Most have entry-level positions in service jobs 34.6 percent have never been married 23.1 percent have some college, 28.7 have a bachelors degree

b.

Psychographics: 37.9 percent of people (14,779) in 32224 belong to the Singles and Starters Experian group Most are on their own, starting to build independent lives in apartments with other young singles Self-described workaholics, share a desire to move up in status Generation Y Aspirational Liberal views

Progressive attitudes Active leisure Fashion- conscious Digitally influenced Use Internet for communication and entertainment

c.

Affluent members of Jacksonville area ($100,000+ average household income). We picked this audience because they are active donors and can afford to attend high-end events

Demographics: For this group, we will use zip codes 32081, 32082, 32223 and 32259 (every Duval and St. John County zip code with $100,000+ average income) 80 percent are 50 to 65 years old 27.6 percent earn $100,000 to $150,000+ annually 77.7 percent are owner occupied housing units 88.6 percent are white, 6.4 percent are black 61.9 percent own two+ vehicles 54.2 percent are married, spouse present 26.8 percent have a bachelors degree, 12.4 percent graduate degree Psychographics: The highest Experian mosaic is Blue Sky Boomers Laid-back baby boomers Empty-nesters Conservative Investors Outdoor Activities Pragmatic Shoppers Traditional family values Active in clubs and volunteering Novel digital users Digital media newcomers Becoming increasingly comfortable with the Internet Desktop computers, dial-up access

Key Messages: Our tagline would be: Every person gets a meal, every person can heal. This tagline explores what it means to give a person much more than just food, but to give them hope. Our message strategy is to emphasize the selfless nature of the Clara White Mission, and how much impact their services do in the lives of our homeless community. On a more specialized level, Sunrise Agency has pinpointed the self-interests of our target audiences, as well as the moral appeal of the cause. Local Businesses: A lot of businesses look for ways to spread good PR about their corporation, one such outlet of doing so is by sponsoring non-profit events. This is a tactic often used by businesses to promote their company as well as support a good cause. One example would be an event hosted by Child Cancer Fund on Nov. 10, 2013, where the restaurant BJs sponsored and prepared food. UNF students: Many students, especially Greek members and students in an internship, are required to have a certain number of volunteer hours. Also, by showing the

documentary as a class requirement or extra credit, students will be more knowledgeable and in turn motivated to act for the cause. Over $100,000 Yearly Income: Many affluent community members enjoy attending non-profit events. Partly because it is a good cause, and also because a lot of networking goes on at these events. By enticing these members with the possibility of more connections, affluent members will be more likely to spend their money on CWM events.

Calendar: Claras Cupid Wine Mixer: February 9, 2014 UNF Volunteer Competition: February 2014- May 2014 UNF Market Days: April 2014- May 2014 Riverside Arts Market Booths: February 2014- May 2014 Sweet by Holly Baking Class: April 6, 2014 Annual Miracle on Ashley Street: May 2, 2014

Budget: Events
Claras Cupid Wine Mixer Total Price: $7,747.14 Ponte Vedra Inn and Club Price: $4,000 Wine: Quantity: 300 bottles Price: $2,000 Food: Price: $500 (food will be prepared by Clara White chefs) Thread of Love Documentary: Price: $500 Projector Rental: Price: $399 Decorations: (http://www.eventdecordirect.com/) Table Centerpieces: Quantity: 30 @ .99 Price: $29.70 King Table Skirt: Quantity: 1 @ $152.24 Price: $152.24 Backdrop Lights: Quantity: 6 @ $27.70 Price: $166.20

Sweet by Holly Baking Class Total Price: $1,422.80 Sweet by Holly Staff: Price: $500 Cupcakes/Cupcake Supplies: Quantity: 20 dozen Price: $660 Rentable Cupcake Stands: Quantity: 10 @ $25 each Price: $250 (http://www.sweetbyholly.com/Sweet_Price_List.pdf) Streamers: Quantity: 20 @ .64 cents Price: $12.80

UNF Volunteer Competition Total Price: $717 UNF Market Day Booth: Quantity: Four weeks @ $30 Price: $120 (http://www.unf.edu/studentunion/Room_Pricing.aspx) Riverside Arts Market Booth: Quantity: Four months Price: Free Banner Display: Quantity: Three @ $199 each Price: $597 (http://www.4imprint.com/product/8922-32/Economy-Retractor-Banner-Display-32) Tickets for Winners: Price: Free

Marketing Items Total Price: $2,502 Flyers: Quantity: 10,000 Price: $395 (http://www.taradel.com/bulkprinting) Pens: Quantity: 500 Price: $170 (http://www.4imprint.com/product/6551/Javelin-Pen) Tote Bags: Quantity: 300 Price: $429 (http://www.4imprint.com/product/106836-1513/Value-Grocery-Tote-15-x-13) Tumblers: Quantity: 200 Price: $708 (http://www.4imprint.com/product/105869-16/Spirit-Tumbler-16-oz.) Mailing Costs: Quantity: 1,000 local businesses Price: $800

Total Costs: $12,388.94 Agency Fee: $8,000

Total Used: $20,388.94 Remaining: $4,611.06

(We will use the remaining budget to buy airtime on local news stations to spread awareness)

Evaluation: After the campaign, we will hold focus groups with our target audiences to see how well they received the media efforts and events. We will also keep track of how many people attended the events, and compare them to the attendance rates of previous Clara White Mission events. The number of volunteers is another way we will determine how successful our campaign was. Sunrise Agency will do this by comparing the number of volunteers before and after the campaign. Finally, we will look at social media awareness. We will determine the number of likes, follows, and reposts since the campaign began. Sunrise Agency is confident that we will achieve the results you desire!

Works Cited "Bulk Printing." Www.taradel.com. Taradel, LLC, 2013. Web. 12 Nov. 2013 "Clara White Mission." Clara White Mission - Jacksonville, FL. Clara White Mission, 2013. Web. 12 Oct. 2013. "DemographicsNow." Gale Cengage Libraries. Gale, 2013. Web. 12 Oct. 2013. "Economy Retractor Banner Display." Www.4imprint.com. 4imprint Inc., 2013. Web. 12 Oct. 2013. Experian Database. N.p., 2013. Web. 10 Nov. 2013. "Javelin Pen." Www.4imprint.com. 4imprint Inc., 2013. Web. 12 Oct. 2013. "Market Days." Www.unf.edu. University of North Florida, 2013. Web. 12 Nov. 2013. "Nonprofits." Www.riversideartsmarket.com. Riverside Arts Market, 2013. Web. 8 Nov. 2013. Nurse, Ann. "The Story of the Clara White Mission." Yahoo Contributor Network. Www.voices.yahoo.com, 30 Aug. 2011. Web. 12 Oct. 2013. "Sulzbacher Center The Way Home." Www.sulzbachercenter.org. Sulzbacher Center, Web. 12 Nov. 2013. 2013.

"Sweet! Price Sheet." Www.sweetbyholly.com. Sweet by Holly, 2013. Web. 10 Nov. 2013. The Inn and Club." Www.pontevedra.com. Ponte Vedra Beach Resorts, 2013. Web. 12 Nov. 2013.