Theory: Two-Step

Step 1: Through the dissemination of tactical and promotional material, we hope to notify

South Indy residents of the mission of the South Indy Quality of Life Plan allowing them to

recognize the benefits of the cause. We also hope to connect with local large businesses and

local media in an effort to convince them to utilize the term SoIndy in reference to South Indy

within their messaging.

Step 2: Once these key publics have become aware and have begun to support the

organizational plan (using the term SoIndy), they will then continue to spread the word

through multiple mediums. Their advocacy will then peak interest in additional audiences,

generating a domino effect of awareness to the organization.