Name: Harris Crime Prevention Services

Positioning statement: We get young people active in life. We work with young people to
develop their skills, character and leadership. We reduce and prevent crime by and against
young people and provide programs to suit all ages and lifestyles.

Internal External

Strengths Opportunities

 Collaborates with the police  Online donation strategies

department in targeting the youth
 High range of donors from corporate
to individual donors
 Wide range of community events
 Commercially sustainable, best
practice youth programs and activities
with over 65 clubs
 An extensive number of stakeholders
that share in the organization's goal,
mission and vision
 Develop community events that
involve the youth
 Potential sponsorship opportunities
that sustain the organization's
activities
 More awareness potential. The
organization can reach out to more
people
 Extending its goals and mission to
such issues as mental health makes
their activities more effective.

Weaknesses Threats

 It focuses on the youth, yet the scope  COVID-19 restrictions

of crime extends to all ages
 Lower conversion rates of
approximately 1500 at-risk youths
annually
 Difficulty in swift, effective
collaboration between clubs
jeopardizing goals due to varied
missions among clubs.
 The organization has over 100000
members across the states, yet they
only have 65 clubs making it
challenging to reach the target
population on a one-on-one basis.
 More school holidays increases crime
risk and prevalence among the youth
 Lower donations due to limited
fundraisers attributed to alterations in
the calendar of events
 Lesser activities by venue users and
leasers due to COVID-19 restrictions
and guidelines
 Negative image by at-risk youths due
to the organization’s association with
the police

 Inadequate presence in social media

Risk analysis:
The high impact of not hosting this year’s Nations of Origins with low probability that
stakeholders may be discouraged to support adequate sensitization
Threat identified for the communication plan:
Difficulty in hosting 2021 Nations of Origin during COVID-19 may discourage stakeholders
from supporting PCYC.

IA3
What is the issue? Doubts that PCYC NSW may have difficulty
in hosting this year’s Nations of Origin
Who are the actors?  NSW Police staff,
(Identify four publics)  Local Businesses

 PCYC staff

 Donors
What are the actors’ interests? 1) NSW Police departments are the
frontline in fighting crime in the
For each public
community. They use other methods
to counter crime but also opt for such
rehabilitation strategies as Nations of
Origin, a youth sensitization program
against crime, making them
significant players in matters of
crime.
2) Local businesses are not directly
affiliated to PCYC but sometimes
voluntarily take part in corporate
donations. Although indirectly, they
want this year’s event as it will
increase crime sensitization.
3) PCYC staffs are majorly concerned
about their health, especially during
COVID-19. They may not face the
pressure from stakeholders
concerning Nations of Origin but may
experience later impacts of not having
this year’s schedule of the event.
4) Donors continue to be part of the
PCYC projects during COVID-19 but
may be discouraged to make
contributions due to the event's failure
again this year.
In what arena do the actors meet?  NSW Police meet in the frequent
partnership meetings with PCYC
For each public
while NSW staff frequently
 interacting with PCYC staff during
rehabilitation activities of youths

 Local businesses are informed

through the website and adverts

 PCYC Staff are infirmed during a

staff meeting at individual clubs

 Donors are reached through email,

telephone and make donations
through the website.
What information moves the issue in this  NSW Police, as a step towards
arena? achieving their goal of crime
reduction among the youth, want the
For each public even to go on

 Local businesses are directly

concerned with the event but want
increased sensitization, especially
after the pandemic slowed down
achievements of this goal.

 PCYC Staff are variably partial about

the event going on, with most of them
wanting the Nations of Origin to be
hosted

 Donors want this event to go on as

planned.
What assets do the actors need to prevail NSW Police: Emails, Phone calls
in this arena?
Local Business: Emails, internet access,
For each public access to social media
PCYC Staff: Emails, Phone calls
Donors: Emails, phone calls, internet access
Communication To show support and full partnership with New South Wales Police and
goal - Task other stakeholders by hosting the Nations of Origins 2021 as a
reassurance to them that we are on the track of achieving goals including
crime prevention and control, especially during COVID-19.
Public one NSW Police

Approach and They are directly involved with the concern and the issue of crime
reasoning. prevention. They bring in board at-risk youth who are rehabilitated to
change their behaviours to ensure they do not re-offend. They prevent
future crimes in collaboration with PCYC by encouraging youths to
participate in community events that impact their behaviours.
Awareness To have 60% of the police department know that this year's Nations of
objective Origin will be scheduled in 7 days.
Strategy one: Internal Memo Tactic one: Compose an internal
memo to police precincts about
this year’s event
Strategy two: Interpersonal Tactic two: Inform police
interactions officers individually if PCYC
staff meet with them
Strategy three: Organizational Tactic three: Through their
head, send emails that informs
them that Nations of Origin will
go on as planned
Acceptance To ensure 80% awareness that Nations of Origin goes on as planned in
objective the next two weeks.
Strategy one: Organizational Tactic one: Rebrand this year's
Nations of Origin with
catchphrases
Strategy two: Individual emails Tactic two: Reach out to all
NSW officers who take part in
the event
Strategy three: Interpersonal Tactic three: Encourage NSW
officers to take part in the
scheduled event
Action objective
To ensure 100% awareness of officers knows of this year's Nations of
Origins event.
Strategy one: Organizational Tactic one: Paste posters in
NSW Police offices
Strategy two: Interpersonal Tactic two: Pose reminders
personally to officers about the
event
Strategy three: Advertising Tactic three: Use mass media
relevantly by reminding the
police officers about their role in
the event
Public two Local Business

Approach and Although they are not directly concerned with whether or not the event
reasoning. should go on or not, they play an important role aside from sharing the
interest in wanting crime reduction. They are sponsors of teams that take
part in the Nations of Origin. To them, it is a form of advertisements of
their businesses and a win-win because they also make this year's event a
success as well as reducing crime and empowering youth.
Awareness To ensure 50% of all corporate participants in Nations of Origin 2021
objective know that the event is scheduled later in the year.
Strategy one: Social Media Tactic one: Frequent and
strategic providence of
information on the event
Strategy two: Advertising Tactic two: Mass media
advertising about the event using
catchphrases
Strategy three: Research Tactic three: Conduct pre-event
analysis to determine which
businesses will take part in the
event
Acceptance Improve the existing number of businesses aware about Nations of
objective Origin with 20% in the following
Strategy one: Emails Tactic one: Send follow-up
emails to inform the already
knowing businesses and new
local businesses that do not know
about the event
Strategy two: Research Tactic two: Use the previous
research information to identify
those businesses that have not yet
been reached.
Strategy three: Advertisements Tactic three: Extend the
advertisement period as a
reminder
Action objective To ensure that every prospective business (100%) know about the
scheduled 2021 Nations of Origin.
Strategy one: Emails Tactic one: Reminder emails to
both businesses that took part in
previous years as well as new
ones
Strategy two: Advertisements Tactic two: Intensify the existing
ads with rebranded catchphrases
Strategy three: Evaluation Tactic three: Assess the number
of businesses that knows about
the event
Public three PCYC Staff

Approach and The staff are at the forefront of the organization’s mission to reduce crime
reasoning. and empower the youth to be active. They are not directly affected by the
happening of the 2021 Nations of Origin but will later face the impact of
increased crime rates in future if the event does not happen.
Awareness To make sure 100% of the staff know that the event will go on as
objective scheduled.
Strategy one: Emails Tactic one: Send personal emails
to staff informing them of the
plans
Strategy two: Interpersonal Tactic two: Encouraging staff to
tell their fellows
Strategy three: Organizational Tactic three: Compose another
memo that emphasizes the
scheduled event
Acceptance To ensure that 100% of staff are aware that the event goes on as planned
objective within the 7-14 days.
Strategy one: Organizational Tactic one: Rewrite the memo
informing the staff that the event
is still on
Strategy two: Evaluation Tactic two: Identify the staff that
are not aware of the
Strategy three: Interpersonal Tactic three: Promote friends to
tell their friends to ensure that the
whole staff knows about the event
Action objective To ensure that 100% of staff know the organizational calendar, including
the event.

Strategy one: Evaluation Tactic one: Through research,

evaluate if the information has
reached the whole staff
Strategy two: Email Tactic two: Send follow-up
emails to the staff
Strategy three: Organizational Tactic three: Through a memo,
confirm to the staff that the event
is still on.
Public four Donors

Approach and They are always in support of the organization’s goals, mission and vision.
reasoning. They are among the leading players and contribute to the organization
donations. They like such events as Nations of Origin, but it is was
jeopardized last year due to COVID-19. This year, the event happens, but
they are not sure, and thus, they should be assured lest they get
discouraged from taking part in the organization's activities.
Awareness To ensure 50% of the donors are informed of the event in one week.
objective
Strategy one: Emails Tactic one: Send individualized

Strategy two:
Interpersonal/Telephone
Strategy three: Advertisements
Acceptance To ensure 70% of the donors know about the event in 2 weeks.
objective
Strategy one: Interpersonal
Strategy two: Research
Strategy three: Evaluation
Action objective To make sure 100% of the donors are assured that the event will go on as
planned.
Strategy one: Evaluation
Strategy two: Emails/ Telephones
Strategy three: Advertisement
emails to donors informing them
that this year's Nations of Origin
2021 is scheduled later this year.
Tactic two: Contact the
prospective donors to confirm
their participation in the event
Tactic three: Put up mass media
ads, including television targeted
to donors encouraging them to
make their contributions
Tactic one: Contact new donors,
informing them of opportunities
to take part in this year's Nations
of Origin
Tactic two: Conduct research
objective to identifying donors
that have been reached out to and
those who have not.
Tactic three: Through research,
identify those that have not been
reached and make efforts to
achieve.
Tactic one: Conduct new
research and analysis to identify
more potential donors
Tactic two: Send emails to new
donors while following up with
the existing ones to confirm their
participation.
Tactic three: Initiate new ads
that have attractive catchphrases
to encourage the participation of
new donors.