Communications Strategy Plan for North Shore Disability Resource

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					      Communications Strategy Plan for
North Shore Disability Resource Center (NSDRC)
     Public Service Awareness Campaign




                  Prepared by:

                   Kelly Parry
              Student ID: 300012377
                  604.931.1647



                  Prepared for:

                  Terri Smolar
               PRFU 470 Instructor
                                                                     Communications Strategy Plan for NSDRC
                                                                             Public Service Announcements


Table of Contents
Executive Summary ........................................................................................................ 1
Introduction ..................................................................................................................... 1
Background ..................................................................................................................... 2
The Strategic Focus ........................................................................................................ 3
Internal Audience ............................................................................................................ 5
Internal Budget ................................................................................................................ 6
Strategic Implementation................................................................................................. 7
Evaluation ....................................................................................................................... 8
Audience ......................................................................................................................... 9
Marketing Plan .............................................................................................................. 10
Media Relations Plan .................................................................................................... 12
Budget........................................................................................................................... 13
Time Line ...................................................................................................................... 14




Prepared by Kelly Parry                                                                                                           2
604.931.1647 kelly-parry@telus.net
                                                Communications Strategy Plan for NSDRC
                                                        Public Service Announcements


Executive Summary
       In April of 2004, the North Shore Disability Resource Centre (NSDRC) will gain
       the recognition as a quality conscious non-profit upon receiving approval from the
       Commission of Accreditation of Rehabilitation Facilities (CARF). The CARF
       certification, proves that the NSDRC is a leader in the care of people with
       disabilities and proves their procedures can have a positive impact the lives of
       infants, children and adults with disabilities.

       With the CARF “stamp of approval” the NSDRC moves further into the public’s
       eye as a credible, trustworthy and reliable advocate for people with disabilities.
       Now, with cuts in funding and on-going changes in government systems, the
       NSDRC faces it’s greatest challenge, to become an advocate for people with
       disabilities, not only for the North Shore, but for the entire province.


Introduction
       The plan proposes that the NSDRC take a leadership role in changing the public
       perception of the issues affecting the lives of people with disabilities. The wealth
       of knowledge that currently exists in the organization “corporate” memory, could
       be shared with other non-profits to build an umbrella of advocacy in the province
       of British Columbia.

       The NSDRC has supported and faced issues affecting people from “cradle to the
       grave” and is currently using it’s advocacy expertise, to help those under the care
       of the Ministry of Children and Family Development, BC Infant Development
       program and the general public. This wide basis of knowledge is the perfect
       foundation for the launch of a public awareness campaign to dispel some of the
       myths of people with disabilities. The vehicle that the NSDRC will use to carry
       this message is a strategic placement of public service announcements.

       Through the use of audio and video public service announcements (PSAS), the
       NSDRC is poised to launch TV and radio spots. Similar in nature to the ads
       produced by Mothers Against Drunk Driving and the recent Rethink Advertising
       campaign about the issues of sex trade workers, we believe the public is ready
       for more challenging media coverage and messages about the issues of people
       with disabilities.

       Research from the Ad Council of the United States, conclusively shows that that
       public service announcements are an effective means of communication and
       education, as they increase awareness, reinforce positive beliefs, intensify
       personal concern and move people to action. Although the media placement of


Prepared by Kelly Parry                                                                     1
604.931.1647 kelly-parry@telus.net
                                              Communications Strategy Plan for NSDRC
                                                      Public Service Announcements


       PSAs cannot be controlled, public service messages can still reach millions of
       British Columbians with a frequency sufficient to achieve measurable, concrete,
       and impressive results.

       The objective of the NSDRC public awareness campaign is to maintain a
       constant public awareness of the issues affecting people with disabilities. To
       start, a single 30-second radio spot, a 60-second TV spot and a 30-minute video
       will be produced test the validity of the claims of this communication plan. If
       successful, PSAs can then be expanded to different markets with different
       messages.

       All products developed as a result of this public awareness campaign will send
       the message of “NSDRC Working for a Community for Us All.”


Background
       The idea for creating PSAs to help raise the public awareness of the issues
       facing people with disabilities were inspired by two locally produced videos,
       Journey of Courage and Person to Person and the success of Mother Against
       Drunk Driving public awareness campaigns.

       Journey of Courage, produced by the BC Association for Community Living, is an
       educational video created in conjunction with the BC Association for Community
       Living, Canadian Association of Disability Communicators, Community Legal
       Association Society and the MS Division of BC. It was funded in part by, WCB,
       ICBC, BC Hydro and BC Ferries and written by Iris Communications. The video
       is also endorsed by the BCGEU.

       Person to Person, produced by the Employment Equity Group, is another
       education video created with the funding and support of the Office of the
       Ombudsman, BC Premier Advisory Council for People with Disabilities and
       various ministries in the BC government.

       Although different in focus, the public relations and public awareness campaigns
       created by Mothers Against Drunk Drivers are an excellent example of a mature
       organization stepping into the role of legal and personal advocate for people
       whose lives have changed as a result of drinking and driving. They model and
       effective TV and radio PSA campaign as well as the support of collateral
       materials for educational institutions and community groups.

       As a mature non-profit, this plan sees the NSDRC in a similar place of expertise
       process, experience and awareness to the Mother Against Drunk Driving


Prepared by Kelly Parry                                                                   2
604.931.1647 kelly-parry@telus.net
                                               Communications Strategy Plan for NSDRC
                                                       Public Service Announcements


       organization and able to lead a significant advocacy campaign for the needs of
       people with disabilities.


The Strategic Focus
       In order to produce the high quality PSAs that will attract media attention, the
       NSDRC needs to develop strategic relationships with advertising agencies that
       are willing to do either pro-bono work or work at a reduced rate. To help offset
       the cost of producing PSAs this plan will look into partnering with other non-
       profits that support the needs of people with disabilities. We will also look at
       corporations looking to develop a stronger community presence for funding and
       sponsorship.

       The NSDRC Board of Directors will be responsible for agreeing on potential
       sponsors and partnering agencies. Nominations for sponsors or agencies will be
       voted on at monthly meetings. Executive Directors, Liz Barnett and John
       Newman, will be responsible for meeting with ad agencies and networking with
       funding organizations.

       The NSDRC Communications Committee will head the creation and production
       of the all PSAs seeking approval from the Board of Directors. A new committee
       responsible for the distribution of PSAs should be formed.

       The listing below is from the Red Book Online for a brief search of possible
       partnerships for developing the PSA campaign.

       Co-operative Partnership Organizations
          • Opportunities for the Disabled Foundation
          • National Institute of Disability Management and Research (NIDMAR)
          • BC Association for Community Living
          • Canadian Association of Disability Communicators

       Co-operative Fundraising Partnerships
          • BC Therapeutic Riding Association
          • Disabled Sailing Association of BC
          • Disabled Skiers Association of BC
          • Community Legal Association
          • Major corporations such as BC Hyrdo, WCB




Prepared by Kelly Parry                                                                   3
604.931.1647 kelly-parry@telus.net
                                           Communications Strategy Plan for NSDRC
                                                   Public Service Announcements


       Media Partnerships
         • Canadian Community Newspaper Association
         • Independent Community Television Cooperative (ICTV)
             Community Media Education Society (CMES)
         • CJSF - 93.9 Cable FM (Burnaby)
         • North Shore News
         • Shaw Cable
         • Knowledge Network (KNOW TV) (Burnaby)

       Film Production
          • BC Film Commission (Vancouver)
          • BC Film Society (Vancouver)
          • Film Classification Office (Vancouver)
          • Moving Images Distribution (Vancouver)
          • North Shore Studio (North Vancouver)
          • Capilano College Film Studies Program
          • Vancouver Film School

       Public Showings/Focus Groups
         • Pacific Cinematheque Pacifique (PCP) (Vancouver)
         • Shaw TV: Cable 4
         • Valley West Studio (Surrey)
         • Vancouver Co-op Radio (Vancouver)
         • North Shore School District
         • North Community Centers




Prepared by Kelly Parry                                                        4
604.931.1647 kelly-parry@telus.net
                                                   Communications Strategy Plan for NSDRC
                                                           Public Service Announcements


Internal Audience
Audience                    Message                             Timing              Channel                  Evaluation
Board of Directors          PSAs will help to send message      Present at          PowerPoint               Majority vote on
                            of expertise to help secure         Monthly Board       Presentation             whether to proceed or
                            funding                             Meeting                                      not.
Communications              PSAs are worth the effort to help   Present at          PowerPoint               Majority vote on
Committee                   raise the profile of issues for     Monthly             Presentation             whether to proceed or
                            people with disabilities and        Communications                               not.
                            opportunities for funding.          Meeting

Program Managers            PSAs will help to educate your      Present at weekly   Oral presentation with   Number of program
                            clients on the goals of your        work team           notes                    managers willing to
                            program.                            meetings.                                    participate.
Union Employees             PSAs will include issues raised     Present at          TAKE NOTE staff          Follow ups at monthly
                            by union employees                  monthly staff       newsletter               staff meetings
                                                                meetings.
Non-union Employees         PSAs will explain your concerns     Present at          TAKE NOTE staff          Follow ups at monthly
                            about working with people with      monthly staff       newsletter               staff meetings
                            disabilities.                       team meetings.

People Receiving            PSAs will help outside              Present at          IMPACT external          Follow ups at monthly
Services                    organizations/society under your    monthly advisory    newsletter               advisory meetings
                            requirements.                       meetings
Family/Friends/Advocat      PSAs will help gain                 Present at          IMPACT external          Follow ups at monthly
es                          understanding for the issues of     monthly advisory    newsletter               advisory meetings to
                            families dealing with people with   meetings                                     discuss ideas, issues
                            disabilities.                                                                    or concerns.




Prepared by Kelly Parry                                                                         5
604.931.1647 kelly-parry@telus.net
                                                 Communications Strategy Plan for NSDRC
                                                         Public Service Announcements


Internal Budget
       According to the Ad Council of America projects that a typical budget for
       producing a series of PSAs is approximately 1.8 million over 3 years including
       production, evaluation, distribution, research, overhead (for any advertising
       company fees), and a monthly labour recovery fee. That equates to $600,000 per
       year.

       The investment of a corporate sponsor will help to generate a campaign worth
       millions in donated media value, not to mention the benefit of volunteers, help to
       cover these costs. Additional funds may be required for new media applications
       such at language translations, closed captioning and secondary target
       audiences.

       Using the Ad Council numbers above Below is an general outline of internal
       costs, potential sources of funding, and a list of potential in-kind contributions that
       may be possible to negotiate for a one year period at the cost of $600.000.


       Activity               Amount ($)    Description
       Research               25,000        Research feasibility and costs
       Development            25,000        Develop messages and storylines
       Planning               25,000        Media planning and marketing materials
       Fundraising            35,000        Fundraising research and application
       Networking             25,000        Travel and memberships costs
       Management             100,000       Project management costs.
       Production             50,000        Video and radio production
       Format                 50,000        Translation and optional mediums.
       Evaluation             25,000        Product testing and public focus groups.
       Distribution           30,000        Shipping and handling costs of video.
       Overhead               8,000         Costs for additional utilities.
       Equipment              67,000        Rental for video, facilities and recording
       Paid Advertising       135,000       Advertising in print and internet publications.




Prepared by Kelly Parry                                                                       6
604.931.1647 kelly-parry@telus.net
                                                   Communications Strategy Plan for NSDRC
                                                           Public Service Announcements


Strategic Implementation
       The following chart represents the process of creating PSAs. It is suggested that
       an interested party from the NSDRC act as a project manager to help support
       and coordinate all the efforts required.

        Stages         Description                                            Responsibility
        Partnership    Identify suitable partners to help produce PSAs        Board of Directors
        Building       such as other non-profits, government
                       representatives, and advertising agencies.
        Funding        Research foundations, corporate sponsors and           Project Manager
        research       government sources of funding. Seek out funding
                       for production costs and staffing costs.

        Application    Apply for funding, support staff, production costs     Project Manager
        process        with a focus on gaining funds to manage the
                       project.
        Creative       Work out messages and vehicles for delivering          Executive Director
        Concepts       messages. Suggest a 30-second radio spot, a 60-        and
                       second TV commercial and a 30-minute video.            Communications
                                                                              Committee
        Review         Review storyboards and key messages with all           Executive Director
        Drafts         NSDRC personnel, partners, sponsor and funders         or assigned
                       the messages and vehicles agreed upon for PSA          assistant.

        Approvals      Get in writing all approvals for agreed upon           Executive Director
                       messages, storyboards for all participating parties.   or assigned
                                                                              assistant.

        Production     Seek film and arts schools to help with production.    Communications
                       Offer summer work experience/internships to high       Committee
                       school or college students.


        Marketing      Define the marketing activities used to generate       Communications
                       interest in the PSAs/ Target energies on schools,      Committee
                       nursing programs, government agencies and
                       community groups that cater to infants, children,
                       teens, adults and seniors.

        Distribution   Create distribution lists with up to date contact      Project Manager
                       information. Define costs of shipping and handling
                       videos and other media.




Prepared by Kelly Parry                                                                         7
604.931.1647 kelly-parry@telus.net
                                                Communications Strategy Plan for NSDRC
                                                        Public Service Announcements


Evaluation
       There are multiple metrics, including pre- and post-launch tracking studies,
       fulfillment results (800# calls and unique website visitors), and other measures of
       success that can be used to track the impact of marketing and communications
       campaigns. As the project emerges, and for the final communications plan, there
       will a more concrete measure of performance. Some ideas from the Ad Council
       include:

       A formal communications check, during which a moderator presents creative
       concepts, typically before production, to small groups or individuals in the target
       audience at a focus group facility. This test provides rich information in an early
       stage, however it is qualitative data and should be used as a guide, not on a
       projective basis. Respondents should be screened and recruited to reflect the
       target audience for the campaign.

       An informal communications check, is performed in a natural setting, such as a
       school or public health facility, by a moderator who presents the creative and
       leads a discussion with the participants. Though this tests saves money, the
       quality of the sample can be questionable - there is no guarantee that
       participants are in the target audience since they are not screened.

       If time and cost allow there are formal quantitative tests study that exposes
       creative work, in rough cut or finished form, to a large sample of the target
       audience either with the use of a home VCR or at a theater setting. A battery of
       evaluative and diagnostic questions follow and a statistical report comparing
       answers to the normative data is generated. These tests are extremely thorough,
       but very expensive to perform.




Prepared by Kelly Parry                                                                      8
604.931.1647 kelly-parry@telus.net
                                              Communications Strategy Plan for NSDRC
                                                      Public Service Announcements


Audience

   Vehicle      Message              Description                                                    Audience
   TV           Learning to Care     A 60-second video spot with a short script about               Promoted by print but
                                     discrimination felt by people with disabilities.               marketed to TV
                                                                                                    stations
   TV           Changing How         A 60-minute video, with closed captioning, that showcases      Promoted by print but
                People Think         interviews people with a wide range of disabilities.           marketed to TV
                                                                                                    stations and
                                                                                                    education outlets
   Radio        Listening for        A 30-second radio PSA possibly featuring people with           Promoted by print
                Answers              hearing or speech barriers.                                    audience but
                                                                                                    marketed to radio
   Print        All themes above     A series of educational articles and editorials about issues   Educational
   Materials                         that create barriers for disabled people in the community.     Institutions, major
                                     Geared to trade/industry magazines and major publications.     government,
                                     Also includes all print materials. All articles will be        employment and
                                     reproduced in the NSDRC IMPACT newsletter that is              health care
                                     distributed to people receiving services, family, donors and   organizations
                                     advocates.                                                     (national and
                                                                                                    provincial).

   Website      All themes above     The website provide follow up information for the audience     All audiences and
                                     who heard or saw the video or audio PSA.                       stakeholders looking
                                     Provides a point of contact to order copies of the video for   for more information.
                                     educational or advocacy use.
                                     PDF copies of all collateral material will be available to
                                     assist media and interested parties.




Prepared by Kelly Parry                                                                 9
604.931.1647 kelly-parry@telus.net
                                                   Communications Strategy Plan for NSDRC
                                                           Public Service Announcements


Marketing Plan

Media Outlet                  Message/Action                    Timing              Channel                  Evaluation
National Newspapers           Disabilities: Learning to Care.   General             Prepared print           Feedback on articles
National Post                 Targets learning disabilities.    submissions or      materials that are       via email or
                              Audience encouraged visit         targeted to UN      appropriate to any       telephone.
                              website and order a video from    International Day   production calendar.     Hits on website
                              the NSDRC.                        of the Disabled     Collateral information   Number of videos
                                                                Dec 3               available from website   purchased.
                                                                                    for journalists.

Local Newspapers              Disabilities: Learning to Care.   General             Prepared print           Feedback on articles
VanNet Group                  Targets learning disabilities.    submissions or      materials that are       via email or
The Province                  Audience encouraged visit         targeted to UN      appropriate to any       telephone.
The Sun                       website and order a video from    International Day   production calendar.     Hits on website
Vancouver Courier             the NSDRC.                        of the Disabled     Collateral information   Number of videos
                                                                Dec 3               available from website   purchased.
                                                                                    for journalists.

National Magazines            Disabilities: Learning to Care.   General             Prepared print           Feedback on articles
Chatelaine                    Targets learning disabilities.    submissions or      materials that are       via email or
HomeMakers                    Audience encouraged visit         targeted to UN      appropriate to any       telephone.
McLean’s                      website and order a video from    International Day   production calendar.     Hits on website
Health Living Guide           the NSDRC.                        of the Disabled     Collateral information   Number of videos
                                                                Dec 3               available from website   purchased.
                                                                                    for journalists.




Prepared by Kelly Parry                                                                       10
604.931.1647 kelly-parry@telus.net
                                                   Communications Strategy Plan for NSDRC
                                                           Public Service Announcements



Media Outlet            Message/Action                     Timing                  Channel                  Evaluation
Local Magazines         Disabilities: Learning to Care.    General submissions     Prepared print           Feedback on articles
Shared Vision           Targets learning disabilities.     or targeted to UN       materials that are       via email or
Westcoast Families      Audience encouraged visit          International Day of    appropriate to any       telephone.
Urban Familes           website and order a video from     the Disabled Dec 3      production calendar.     Hits on website
Common Ground           the NSDRC.                                                 Collateral information   Number of videos
                                                                                   available from website   purchased.
                                                                                   for journalists.
Trade Magazines         Disabilities: Learning to Care.    General submissions     Prepared print           Feedback on articles
Nurseweek               Targets learning disabilities.     or targeted to UN       materials that are       via email or
Journal of Nursing      Audience encouraged visit          International Day of    appropriate to any       telephone.
HRMA                    website and order a video from     the Disabled Dec 3      production calendar.     Hits on website
                        the NSDRC.                                                 Collateral information   Number of videos
                                                                                   available from website   purchased.
                                                                                   for journalists.
National Radio          Disabilities: Listen to someone    General PSA             Taped copy and audio     Number of program
CBC                     who has one. Encourage to visit    program schedule or     broadcast.               managers willing to
                        NSDRC website for more             UN International Day                             participate.
                        information on hearing and         of the Disabled Dec 3
                        speech disabilities.
Local Radio             Disabilities: Listen to someone    General PSA             TAKE NOTE staff          Follow ups at monthly
Country                 who has one. Encourage to visit    program schedule or     newsletter               staff meetings to
Talk Radio              NSDRC website for more             UN International Day                             discuss ideas, issues
                        information.                       of the Disabled Dec 3                            or concerns.

National TV             PSAs will explain your concerns    Present at monthly      TAKE NOTE staff          Follow ups at monthly
CBC                     about working with people with     staff team meetings.    newsletter               staff meetings to
Global                  disabilities.                                                                       discuss ideas, issues
                                                                                                            or concerns.

Local Cable             PSAs will help outside             Present at monthly      IMPACT external          Follow ups at monthly
Shaw Cable              organizations/society under your   advisory meetings       newsletter               advisory meetings to
M Channel               requirements.                                                                       discuss ideas, issues
                                                                                                            or concerns.

Prepared by Kelly Parry                                                                      11
604.931.1647 kelly-parry@telus.net
                                                Communications Strategy Plan for NSDRC
                                                        Public Service Announcements


Media Relations Plan
       The following chart represents the process of creating PSAs. It is suggested that an interested party from the
       NSDRC act as a project manager to help support and coordinate all the efforts required.

        Events/Activity              Description                                                      Responsibility
        NSDRC Open House             Prepare and send press releases for major NSDRC events           Project Manager
                                     such as Open House, Scavenger Hunt. Ensure public viewing
                                     of video and radio PSA’s are shown.

        NSDRC CARF                   Prepare and send press releases for major NSDRC events,          Project Manager
        Celebration                  CARF celebration, Open House, Scavenger Hunt. Ensure
                                     public viewing of video and radio PSA’s are shown.

        Trade Shows                  Promote through press releases and tradeshow promotions the      Project Manager
                                     appearance of the NSDRC and the showing of video.

        Focus Groups                 Promote through press releases and paid advertising the need     Project Assistant
                                     for focus groups to test PSA video and audio messages.

        Public Viewings              Promote through press releases public viewings of video in       Project Assistant
                                     community centers, libraries and co-operate promotions with
                                     other association events.

        Public Inquiries             Answer general questions about the PSA messages from the         Project Assistant
                                     public.
        Corporate Inquires           Negotiation contact for organizations wanted to support PSA      Project Manager
                                     messages and programs.




Prepared by Kelly Parry                                                                12
604.931.1647 kelly-parry@telus.net
                                                 Communications Strategy Plan for NSDRC
                                                         Public Service Announcements


Budget
This is a general ballpark budget on the cost on preparing and producing the print, video
and radio PSA’s materials. This budget is presented as a tool for seeking partnerships
and fundraising.

   Project Manager        Full time contact for 12 months @ $2000/month        $   24,000

   Project Assistant      Part time contract for 6 months @ 1,000/month             6,000

   Script production      Full time writer for 6 months @ $1200/month               7,200

   Video Production       Filming and post-production $1,000 per finished          31,000
                          minute (30 minute video and 60 second video)

   Radio Production       Recording and post-production $600 per finished           1,800
                          minute (3 minute PSA)

   Marketing Costs        Producing collateral materials                            6,000

   Distribution Costs     Distributing direct mail and email campaigns             10,000

   Advertising Costs      Paid advertising and placements of PSA                   10,000

   Legal Costs            Consultation with lawyers and heath care                 15,000
                          professionals

   TOTAL                                                                     $ 175,800

       This budget only represents the costs it would take to produce each PSA one
       time only completely produced in house or with support from students and
       volunteers. It does not take into account the cost of running PSAs for an
       extended period of time. Those costs are outlined in the Strategic Focus earlier in
       this plan.




Prepared by Kelly Parry                                                                13
604.931.1647 kelly-parry@telus.net
                                                   Communications Strategy Plan for NSDRC
                                                           Public Service Announcements


Time Line
       The timeline is presented for planning use only and is sectioned off for a one-
       year project.

        Month Focus              Activities

        1-3       Feasibility   •    Determine production costs/quotes
                                •    Seek out funding for production and staffing
                                •    Determine out HR requirements
                                •    Market research
                                •    Apply for funding

        3-6       Production •       Research technical requirements of radio station and
                                     TV markets
                                •    Create concept and story lines
                                •    Hire students for support on production

        6-9       Interest      •    Develop trade, government, education and general
                                     interest databases
                                •    Write articles and get submission guidelines for
                                     launching print materials

        9-12      Marketing     •    Prepare website for marketing and ordering
                                •    Launch marketing campaigns
                                •    Track information for evaluation
                                •    Produce post-mortem report




Prepared by Kelly Parry                                                                     14
604.931.1647 kelly-parry@telus.net