OUTREACH PROGRAM

DEFINITION

Outreach can be described as using a specific message to communicate between your

group and the public for mutual benefit. Creating and implementing a basic outreach plan
for your parents’ group will help you create awareness, recruit members, and gain
resources. This step-by-step guide is intended to be used as a tool to help you create
your own outreach plan.

STEP 1: DEFINE YOUR GOALS AND OBJECTIVES

Goals should be unique to your group and are general statements that express a broad
focus. They may include increasing membership, gaining community recognition, or
encouraging action among your neighbors. Objectives should be more specific and
measurable (for example, increasing membership by 20% in the next six months).

STEP 2: IDENTIFY YOUR TARGET(S)

Your target audience is the group of people you want to reach. You should break them
down into small groups so that you can create a message that will resonate specifically
with each group. Remember to be inclusive of all loving families (you will create multiple
target groups). Some criteria for defining your target audience may include age,
parental status, LGBTQ people of color, transgender parents, geographic location, etc.
Use your mission statement to help define the key groups you wish to reach.

STEP 3: CREATE YOUR MESSAGE

After understanding who your target group is, you can craft a message designed to
achieve your objective(s). The message should be attention-grabbing, specific, and tied
directly to something your target audience values (for example: Joining the XYZ Group
will help you gain access to legal counsel regarding same-sex couples).

Keep in mind that not everyone has access to the same things. The key is to meet each
target group where they’re already at. Different messages (and messengers) will be
relevant to different groups (i.e. lower-income people often do not have access to the
internet; place flyers where lower income and/or urban parents spend time, such as a
Laundromat or park).
Make sure you provide means for your target audience to receive additional information;
through a telephone number, website, or meeting time/place (remember that not
everyone may have access to a telephone or computer)

STEP 4: PACKAGE YOUR MESSAGE

You've determined your objective, assessed the target group, and created the message.
Now, it's time to determine the best packaging for the message. Packaging can have
many forms, including flyers, a script using a phone tree, and an op-ed or advertisement
in a local paper. Brainstorm with the rest of the group about what form you want your
message to take. Keep in mind the resources that you may already have available (for
example, someone in the group may work at a place that will provide discounts for
photocopying). Here are some questions to consider:
• What is most cost-effective?
• Do you have existing resources to create it?
• Is it understandable and accessible to your target?
• Will it accomplish the objective?
• Does it capture attention?

Once you’ve decided what format will be best, decide as a group how best to prepare
your message and get it out. Set deadlines for each task to be completed.

STEP 5: DISTRIBUTE YOUR MESSAGE

Once your message has been produced according to your group’s needs, it’s time to get
the word out. Depending on how your message has been packaged, there are a variety of
ways to distribute it. Take a close look at the level of time, resources, and work required
for distributing the message. Who is going to hang flyers? Is your phone tree prepared?
Have you received permission to hang posters in public places?

After engaging your audience and exposing them to your message, you can provide more
information. It's wise, however, to let them know first what their direct benefits will
be. (Studies show that positive messages tend to be more effective in changing people's
habits than negative ones).

STEP 6: YOUR OUTREACH PLAN Take a second look at your notes. Use this space to
create your outreach plan.
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STEP 7: EVALUATE YOUR PLAN

By evaluating your outreach plan at the end of it, you can determine what worked or did
not work, and what adjustments need to be made for the future. There are many
different tools to assess your plan. Some messages will have obvious ways to measure
results. For example, if you used the outreach plan to organize a winter coat drive, the
number of coats you got back is an evident way to determine how successful you were).
Talk with your group about how your results compare to your objective, how they think
people responded to your message, and what needs to change to make it more effective.

Source: http://www.orgwise.ca/sites/osi.ocasi.org.stage/files/resources/A%20Step
%20by%20Step%20Guide%20to%20Creating%20an%20Outreach%20Plan.pdf
ORGANIZE AN OUTREACH FOR THE CLASS

STEP 1: DEFINE YOUR GOALS AND OBJECTIVES

Goals:
.To provide a quality, well-rounded education that prepares the student for
professional work.
.To train individuals in the highest ethical standards of the Massage
Therapy field.
.To train individuals in the highest ethical standards of the Massage
Therapy.
.To encourage individuals in developing the skills required to becoming a
successful Massage Therapist.
.To provide individual attention and instruction as needed by the student.
.To serve the community through outreach programs that educate the
public regarding the benefits of Massage and Skin Care.

Objectives:
.The objective of this program is to educate students to be therapists with
critical thinking skills.
.Provide a strong foundation in human functioning, the Massage Therapy
program introduces students to a variety of soft tissue manipulation
techniques for treating stress, pain and other physical conditions and
disorders.
.Students develop the specialized knowledge, skills, and judgment needed
for conducting a systematic client assessment, formulating a comprehensive
and clinical impression, and for developing a specific treatment plan.
.The program emphasizes respect for clients and facilitates the student’s
growth as a health care professional.

STEP 2: IDENTIFY YOUR TARGET(S)

The target is the staff of Tudor Manor in 200 Sandstone Drive, Okotoks, Alberta
T1S 1R1 with a goal to serve the community through outreach programs that educate the
public regarding the benefits of Massage.
STEP 3: CREATE YOUR MESSAGE

COLLABORATION?
Human Resource Department
Tudor Manor
Okotoks, Alberta T1S 1R1

Dear Erin,

Hope you don’t mind me reaching out, my name is Ryan Torrente and I am contacting you
in behalf of East West College, Massage Therapy Department. You might have heard of
us before, but if not, we are one of the leading schools that cater Massage Therapy
course.

I’ll cut right to the chase because I don’t want to waste your time. Currently, I am along
with the 2nd Year Class of Massage Therapy composed of 10 students are conducting an
outreach program and hoping for your company to collaborate. This program will aid us in
the development of the character and personal development as well as provide care and
education of the importance of Massage Therapy to your staffs.

Please let me know what you think and if you have any other suggestions, I’d love to hear
them. :)

Thanks!

RYAN TORREENTE
Outreach Program Leader
STEP 4: PACKAGE YOUR MESSAGE

STEP 5: DISTRIBUTE YOUR MESSAGE

Social media outreach is one of the best ways to form new relationships, increase
engagement and get more eyes on your content. Executing a successful outreach
campaign can be difficult, tedious and even frustrating sometimes. But the results you
can get from it make your efforts more than worth it.

What is Social Media Outreach?

Social media outreach is the process of using social networks like Facebook, Twitter and
LinkedIn to raise awareness for your brand, content, or to build new relationships.
Unfortunately some marketers use social media outreach as an opportunity to spam
influencers. Instead of trying to build genuine, mutually beneficial relationships, they
make it transactional. Sending dozens or hundreds of direct message to people you’ve
never interacted with and asking them to share your blog post isn’t outreach. It’s spam.
We’re going to show you how to do social media outreach without spamming or annoying
your audience.

Should You Use a Business or Personal Account?

Is it okay to reach out to people from your brand’s social media accounts, or should you
have someone from your marketing team handle social media outreach?

A lot of brands put social media outreach in the hands of their social media or
community manager. The advantage of this approach is it makes your campaigns feel
more personal. Instead of being contacted by Widgets Inc., prospects are approached
by Jim, who works for Widgets Inc.
An advantage of using your brand profiles for social media outreach is it seems more
official, particularly if your company is well known. You might be quicker to respond to
the official Nike Twitter account than someone claiming to work for Nike.
STEP 6: YOUR OUTREACH PLAN Take a second look at your notes. Use this space to
create your outreach plan.

STEP 7: EVALUATE YOUR PLAN

Strict Health and Safety Protocols are in place – there is a Risk Assessment Screening of Clients –
masks are required to be worn.

Massage students at the International Academy gain valuable hands-on experience in our on-

site teaching clinic that offers massage to members of the public and from supervised

participation in many types of off-site activities and events.

This training module is designed for the practical application of theoretical, academic, and

technical studies, in a supervised environment.

The International Academy’s program incorporates over 414 hours of on-site and off-site,

Registered Massage Therapist (R.M.T.) supervised, clinical work with the general public.