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The Legal Aid Society of Southwest Ohio


(513) 241-9400
215 E. 9th Street
Cincinnati, OH 45202

Memo
To: Bill Brewer
From: Emmy Silverman
Date: October 9, 2016
Re: Immigration Awareness Plan

Summary
I am providing you with a plan to create greater awareness for your
immigration services. It is my hope that these communications tactics
will effectively target the right consumers and provide greater reach
and awareness for people in need of the services. In the end, your
organization will help more people in the Southwest Ohio region with
their immigration needs.

Problem Statement
There is little awareness for the Legal Aid Society of Southwest Ohios
immigration services therefore; many people in this region are not
receiving the help they need.

Research

Formal, Primary
o Online Survey
A survey was administered via email to a random sample
of 300 people who have used the Legal Aid Society of

Southwest Ohios services within the past two years to


determine what services they use the most.
A survey was administered via email to a random sample
of 100 people who have used the Legal Aid Society of
Southwest Ohios immigration services within the past
two years to determine their household income, how they
heard of the Society and how the services have helped
them.
A survey was administered via email to a random sample
of 300 immigrants in the Southwest Ohio region to
determine where they come from and their awareness of
the Society.
Informal, Primary
o Interviews
We conducted one-on-one interviews of five
immigrants in the Southwest Ohio region to determine
how we can reach them and what sort of help they
need.
We conducted one-on-one interviews of five
immigrants in the Southwest Ohio region who have
used the Societys immigration services to determine
how the services have helped them thus far and what
further help they need.
Informal, Secondary
o Content Analysis
We analyzed the content of three different Ohio legal
service companies websites to determine what type
of services they have and how many people use their
immigration services.

Key Findings

34 percent of people who have used the Legal Aid Society of


Southwest Ohios services within the past two years have used it for
help with children and families.
Less than 10 percent of people who have used the Legal Aid Society
of Southwest Ohios services within the past two years have used it
for immigration services.
86 percent of respondents to the online survey said they found the
Legal Aid Society of Southwest Ohios services to be extremely
helpful for their needs.

52 percent of people who have used the Legal Aid Society of


Southwest Ohios services within the past two years make below
$10,000 annually.
Six percent of immigrants in the Southwest Ohio region are Hispanic
and only one percent of this population is aware of the Legal Aid
Society of Southwest Ohios services.
The respondents of the interviews said that most of the immigrants
in the Southwest Ohio region use social media as their primary form
of gathering information and many of them need help with finding
and sustaining jobs.
About two percent of similar companies total clients use their
immigration services.

Publics

Primary
o Hispanic families in the Southwest Ohio region who make less
than $10,000 annually and have not used the Legal Aid
Society of Southwest Ohio.
Secondary
o Hispanic families in the Southwest Ohio region who make less
than $10,000 annually and have used the Legal Aid Society
of Southwest Ohios services within the past two years.
Our research findings show that this demographic
makes up about six percent of the Legal Aid Society of
Southwest Ohios customers.

Goals

The goal of our plan is to generate greater awareness and use of


the Legal Aid Society of Southwest Ohios immigration services.

Objectives

To increase awareness and use of the Legal Aid Society of


Southwest Ohios immigration services from one to ten percent
amongst Hispanic families in the South West Ohio region that make
less than $10,000 annually and have not heard of the Legal Aid
Society of Southwest Ohio in a six-month period.
To increase the use of the immigration services amongst Hispanic
families in the Southwest Ohio region who make less than $10,000

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annually and have used the Legal Aid Society of Southwest Ohios
services within the past two years from 10 to 20 percent in a sixmonth period.

Strategies
To demonstrate the many benefits and the ease of using the Legal

Aid Society of Southwest Ohios immigration services in order to


raise awareness and build a strong community of immigrants in the
Southwest Ohio region.

Key Message
The Legal Aid Society of Southwest Ohios immigration services are
aimed at making the transition process of immigrants in the
Southwest Ohio region into America as easy and fulfilling as
possible.

Tactics
The overall goal of these tactics is to use the people who have already
seeked help from the Legal Aid Society of Southwest Ohios
immigration services to reach out to the immigrants in the area who
are in need of help, tell them about the services and build a strong
community of immigrants in Southwest Ohio.

#WhyLegalAid Campaign
o Hire a Hubspot Certified Social Media Consultant to run the
#WhyLegalAid campaign.
Post video testimonials on Facebook of Hispanic
immigrants in the Southwest Ohio region who have used
the Legal Aid Society of Southwest Ohios immigration
services talking about how the society has helped them
and describing their lives before and after they got help.
Release one every other week for 6 months.

Have Hispanic immigrants in the Southwest Ohio region


who have used the Legal Aid Society of Southwest
Ohios immigration services post about why they are
glad they used the services on Twitter using the
hashtag #WhyLegalAid.
Community Meetings
o Hold a community meeting of Hispanic families in the
Southwest Ohio region who make less than $10,000 annually
once a month. These meetings will serve to bring together
this population in connection in order to form a community.
They will be held in local churches.
There will be speakers who talk about the services and
their experience with them as well as representatives
from the Legal Aid Society of Southwest Ohio.
Encourage people who have already used the
immigration services invite people in this community
who have not with incentive (For example, everyone
who brings a guest gets entered into a raffle to win a
Kroger gift card).
Advertise the meetings via Facebook and Twitter.
These will take place at the community center in
Hamilton, Ohio.

Direct Mail
o We will have people who have already used the services write

letters about the services and how it has helped them to


Hispanic families in the Southwest Ohio region who make less
than $10,000 annually in the community encouraging them to
come to a meeting and gain help from the Legal Aid Society of
Southwest Ohio.
o These letters will help encourage a connection between the
members of this community and a desire to help each other
receive support from the Legal Aid Society of Southwest Ohio.
We will send these out three times to 100 people each
time.
Print Advertisement
o The advertisements will have pictures of Hispanic immigrants
with a quote about how the Legal Aid Society of Southwest
Ohio has helped them.
o We will post two billboards, and 100 posters around the
Southwest Ohio region.
Newspaper Advertisements

o We will post quarter-page newspaper ads in the local

newspapers of the Southwest Ohio region.


o Similarly to the direct mail, the newspaper advertisements will
be written by people who have already used the services.
They will write about how the Society has helped them. There
will be a photo of the writer.
o We will do one advertisement in five papers each month.

Timeline
The total campaign will last six months May 2017 October 2017.
May 6, 2017
Launch #WhyLegalAid campaign. (Videos will post every other
Sunday at 12 pm)
May 15, 2017
Post the first billboard and the first 50 posters around the Southwest
Ohio region
May 23, 2017
First Community Meeting from 6 to 8 pm
May 24, 2017
First newspaper advertisement
June 1, 2017
Send out the first round of direct mail
June 13, 2017
Community Meeting from 6 to 8 pm
June 24, 2017
Second newspaper advertisement
July 18, 2017
Community Meeting from 6 to 8 pm
July 24, 2017
Third newspaper advertisement
August 15, 2017

Community Meeting from 6 to 8 pm

August 22, 2017


Send out the second round of direct mail
August 24, 2017
Fourth newspaper advertisement
August 30, 2017
Stop the first billboard
September 5, 2017
Post the second billboard and 50 posters around the Southwest Ohio
region
September 24, 2017
Fifth newspaper advertisement
September 26, 2017
Community Meeting from 6 to 8 pm
September 27, 2017
Send out the third round of direct mail
October 24, 2017
Community Meeting from 6 to 8 pm
October 25, 2017
Sixth newspaper advertisement
October 28, 2017
End #WhyLegalAid campaign
October 30, 2017
Stop the second billboard

Budget
Product
Hubspot Consultant
#WhyLegalAid Videos

Price Per
Unit
$130,000.00
$50.00

Quantity

Subtotal

1
12

$130,000.00
$600.00

8
Billboards
Posters
Speakers
Community
Center/Church
Direct Mail
Newspaper
advertisements

$11,000.00
$2.00
$100.00
$200.00

2
100
6
6

$22,000.00
$200.00
$600.00
$1,200.00

$2.00
$100

300
30

$600.00
$3,000.00

Campaign
Total:

$158,200.00

Evaluation

Social Media Evaluation


o We will evaluate the number of likes, shares and comments on
the #WhyLegalAid videos.
o We will evaluate the number of times the hashtag
#WhyLegalAid is used over the six-month period.
Community Meeting Evaluation
o We will evaluate the number of people who come to each
meeting.
o We will evaluate the number of people who sign up for Legal
Aid immigration services at the end of each meeting.
Direct Mail Evaluation
o We will evaluate the number of people who came to the
meetings due to receiving direct mail.
Billboard/Poster Evaluation
o We will evaluate the number of people who visited the Legal
Aid Society of Southwest Ohios website due to seeing a
billboard or poster by having a quick questionnaire pop-up
upon entering the website.
Newspaper Advertisement Evaluation
o We will evaluate the number of people who visited the Legal
Aid Society of Southwest Ohios website due to seeing a print
ad by having a quick questionnaire pop-up upon entering the
website.
Repeat Online Survey
o We will send a survey via email to a random sample of 600
immigrants in the Southwest Ohio region their awareness of
the Society and if they have used the aid or gone to a
meeting.

I look forward to speaking with you to review this plan.