Campaign Proposal

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World Relief High Point

Genesis Inc.

Campaign Proposal

“High Point Humans”

High Point University

Molly McCarthy, Matthew Gahrmann, Clay Farrell, Amanda Landry, Maria Schur, Jason

Squatriglia

CAMPAIGN PROPOSAL OVERVIEW: WORLD RELIEF HIGH POINT GENESIS INC !2

Table of Contents

Part 1 Situation Analysis 3 ...............................................................................................................1.Organization Background 3 .......................................................................................................Another event they are trying to promote is the Community Garden. World Relief has a plot of land where they intend to have refugees come and plant food and all sorts of flowers and plants. They also want more community engagement and recognition for this event. 4 ..............History of World Relief: 4 ..............................................................................................................2. Audience (Stakeholder) Analysis 5 ...........................................................................................3. Competitor Analysis 6 ...............................................................................................................4.Media Coverage Analysis 6 .......................................................................................................5. SWOT Analysis 8 ......................................................................................................................6. SWOT Recommendations 9 ....................................................................................................

2. Primary Research 13 ...................................................................................................................1. Research Questions: 13 ..........................................................................................................2. Survey Method Sampling: 13 ...................................................................................................3. Survey 14 .................................................................................................................................

3. Goals/Objectives and Target Audiences 19 ..................................................................................1. Overall Campaign Goals 19 .....................................................................................................2. Campaign Objectives: 19 .........................................................................................................3. Target Audiences: 19 ................................................................................................................4. Rationale for proposed objectives: 23 ......................................................................................

4. Key Message Development 24 ....................................................................................................1. New Logo and Slogan for Client Branding 25 .............................................................................

2. Social Media Strategies 26 .......................................................................................................3. Website Suggestions: 27 .........................................................................................................4. Print Material: 30 .....................................................................................................................5. Radio PSA 31 ...........................................................................................................................

5. Campaign Strategies 32 ...............................................................................................................1. Timeline 32 ...............................................................................................................................2. Media Relation Plan 35 ............................................................................................................3. Promotional Items: Stickers and brochures to be passed out by refugees at events and farmers markets as well as church events 40 ..............................................................................4. PR Strategy 43 ........................................................................................................................

Summary 45.....................................................................................................................................


Part 1 Situation Analysis

1.Organization Background

World Relief High Point Background: • World Relief High Point is a non-profit organization in High Point North

Carolina that seeks to empower the community to serve the vulnerable through refugee resettlement and anti-human trafficking programs.

• World Relief High Point strives to provide opportunities for Churches, groups, families, and individuals to be the hands and feet of Jesus to those refugees and victims of human trafficking who are in great need of love and acceptance.

• The mission of World Relief High Point is to empower the local church to serve the most vulnerable. World Relief envisions the most vulnerable people transformed economically, socially and spiritually.

The World Relief High Point offices are very much focused around church based practices. For instance, they mentioned that their ultimate mission was to “empower the local church to serve the most vulnerable”. According to the brochure “World Relief exists to unleash the Church to fulfill its call to do justice, love mercy, and walk in humility.” There are four main ways that people can get involved in World Relief. The “welcome team” meets the incoming refugees at the airport and is responsible for getting them get off the plane, locating their bags and transporting them to their new homes. The “home makeover team” is responsible for setting up the refugees new home. They may also be responsible for being at the residence when the refugees show up in order to familiarize them with all the new their new living quarters. The home makeover team may also stop in every once in awhile especially during the first couple of weeks to help with anything related to the housing. The “friendship partner” is assigned to be family partners and befriend their assigned new refugee. The friendship partner is supposed to show them around the surrounding area and introduce them to new people. They may also help with finding the refugee a job. The “good neighbor team” is a group of 4-12 people that are assigned to essentially help with any of the previous jobs and the resettlement process.

After listening to World Relief High Point’s presentation we have come to some conclusions and also created some goals that would be in their best interest. The main goal they


want to accomplish is to expand the popularity in the community and to expand their brand and marketing campaign to the surrounding area. World Refugee Day is held on June 20th and is held to recognize refugees on a global level. Last year they held an event where people came out to a local park where refugees and local residents came out and played games and ate food in celebration of the refugees living in the area. They are planning to hold a similar event this year but they would like more people from the community to come to the event.

Another event they are trying to promote is the Community Garden. World Relief has a plot of land where they intend to have refugees come and plant food and all sorts of flowers and plants. They also want more community engagement and recognition for this event.

History of World Relief:

• Formed in 1979 • Settled over 250,000 refugees in the U.S. • World Relief High Point typically resettles 400 to 450 refugees in the High Point

and Winston-Salem area each year • “Our job is to make them self-sufficient within 90 days” • North Carolina’s largest resettlement agency

Who is a refugee? • Someone who has been forced to flee his or her country because of persecution,

war or violence

Who isn’t a refugee? • Someone who chooses to live elsewhere • An illegal immigrant

Goals: ✓Replant lives of refugees ✓Provide legal services to immigrants ✓Respond to the injustice of human trafficking

Values: • The example of Jesus: Follow Jesus by Living holy, humble, and honest lives

individually and corporately


• The Local Church as a primary agent of bringing peace, justice, and love to a broken world. People whether staff, volunteers, client beneficiaries, donors, and partners, as important actors in bringing peace, love, and justice.

• Excellence/Continuous Improvement: Following best practices and standards in a manner that is sustainable to the community from a spiritual, social, and economic perspective.

• Empowerment Seek to catalyze a movement of worldwide volunteers to multiply impact

• Prayer as the priority and foundation to accomplishing our mission

2.

Audience (Stakeholder) Analysis

Key stakeholders: • Local government • The worldwide church • Local churches that World Relief refugee’s attend and World Relief works most closely

with • Mission agencies • Other Non Government Organization’s • Business community in the surrounding area

Participants: • Refugees • Families of Refugees • Friends of Refugees • Volunteers – anyone willing in the local community • Community Residents • Church-goers


• Interns • Community Leaders (Pastors, Non Profit Leaders, Church Affiliates) • Boy Scouts and Girl Scouts (potentially in the future)

Partner Organizations: • Local churches • http://www.churchangel.com/WEBNC/highpoint.htm list of Churches by denomination

(constantly changing due to refugees having varying religions)

3. Competitor Analysis

World Relief High Point does not have any competitors in terms of their field, as they are the only Resettlement Agency in the High Point area. The "competition" would only really be in terms of the yearly fundraising windows. United Way has a hold on most fundraising efforts in this area according to World Relief High Point.

A possible competitor related to this campaign is the other vendors at the Farmers Market. They may potentially grab attention and business away from the World Relief High Point booth.

We also identified the following non-profits in High Point that may be competing for volunteers or donations from people who care about similar causes:

Human Services: Arc of High Point Neighborhood Centers: Macedonia Family Resource Center

4.Media Coverage Analysis

The organization resorts to social media for media coverage. In the past they haven’t used paid media due to the cost and not having a budget. Also, many forms of their media aren’t kept up with and don’t appeal to the masses. They also have not used PSA’s before so many of their media efforts have fallen behind. Please see the media recommendations section for our opinion.

http://www.churchangel.com/WEBNC/highpoint.htm


5. SWOT Analysis


6. SWOT Recommendations

Based on the SWOT analysis we conducted we have some suggestions:


We realize that World Relief High Point has a very minimal budget so we came up with

an idea to raise community engagement and support at a very minimal cost. The Piedmont Triad

Farmers Market has hundreds of customers each week. Our plan is to set up a booth for World

Relief High Point. Each week a refugee will take over serving food at the booth from their native

homelands. If this is not possible, than a craft item or personalized item that is native to their

home area can be featured. During the week leading up to the farmer’s market a social media

post will send out that details of who will be serving along with his or her story of where they

came from and what they are doing in the triad community now. We believe by telling their story

people will feel more attached to the individual and be more likely to tell others and donate to the

cause. Included with the post should be a picture of the refugee in their new Triad environment.

This plan will also address the negative stigma towards refugees. Most people in the surrounding

community aren’t aware how many refugees live among us. We hope through the social media

posts and the social interactions created through the farmer’s market people will realize that

refugees do live among us and are an essential to the fabric of the community.

Another threat we came up with was the potential for negative news coverage towards

refugees possibly having a negative impact on the way World Relief High Point is perceived.

Our plan for this to have someone at World Relief High Point comment on any overwhelmingly

negative news about refugees on social media that direct that person to an article explaining the

refugee process as well as the links for who the social media and an invitation to meet local

refugee’s at events. People will appreciate someone who is in the refugee business commenting

on any negative news articles that are published on refugees.


Another threat that we addressed is competing refugee agencies. After extensive research

we found that there are no other refugee centers in High Point so there is no immediate threat.

That being said World Refugee High Point should be on the look out for any refugee centers that

pop up in the area.


7. References

UNHCR: The UN Refugee Agency - United Kingdom. (2014). Retrieved February 04, 2016,

. from http://www.unhcr.org.uk/about-us/key-facts-and-figures.html

Poster (2016). What We Do.

Client meeting (2016). Welcome to World Relief.


2. Primary Research

1. Research Questions:

1a. How are currently utilized media activities reaching the target audience effectively? 2a. Is the community open to expanding their horizons and attending community and refugee joint events as well as helping in the lives of refugees?

2. Survey Method Sampling:

How Many Participants? As many as we can get to take the survey from finalization of the survey until June 1, 2016. The primary research methods that will be used are online surveys and offline surveys. The surveys will be used to gather information about the current patterns of community involvement and awareness. The study will be collected at local churches that refugees attend. If refugees are willing they can administer them and if not a member from World Relief can administer at his or her local church. The time frame will allow time to analyze the findings of the surveys before launch at the June 20th World Refugee Day. The target audiences for primary research in the High Point community are church or family oriented people, people who are involved in non-profit organizations and long-term service providers.


3. Survey

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Signature: _______________________________________ D ate: _________________

Print Name: ___________________________________


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World Relief High Point Survey:

1. Gender: Male: Female:

2. Race/Ethnicity: White: African American: Hispanic: Other:

3. Age: 18-24: 25-34: 35-44: 45-54: 55-64: 65 or older:

4. Religious Affiliation: Christian: Protestant: Baptist: Methodist: Roman Catholic: Other: I prefer not to answer:

5. Annual Household Income: Less than 25,000: 25,001 - 50,000: 50,001 - 75,000: 75,001 - 100,000: more than 100,000:

6. Education Attainment: No high school diploma: High school: Some college: College diploma (Associates degree):


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College diploma (Bachelors degree): College + (Masters, PHD, etc.):

7. Would you consider yourself family oriented? Strongly Disagree: Disagree: Neutral: Agree: Strongly Agree:

8. Please indicate which social media platform you use: Instagram: Facebook: Twitter: Pintrest: SnapChat: Youtube: Amazon: Vimeo: Other: I do not use social media:

9. Are you aware of the amount of refugee’s that move to the piedmont triad area each year? Not aware: Some what aware: Aware: Very aware:

10. Have you ever met a refugee who lives in the Piedmont Triad area? Yes: No: I’m not sure:

11. Have you every heard of the organization World Relief High Point? Yes: No: I’m not sure:

12. Would you be willing to attend a World Relief High Point event to welcome refugee’s to the community? No, I would not: I probably wouldn’t:


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I probably would: I absolutely would:

13. Would you be willing to try new foods at a new World Relief food stand at the Farmer’s Market? No: Maybe: Yes: I didn’t know there was a Farmer’s Market around here:

14. Would you be willing to work, participate, or contribute, to a community garden for everyone? No I would not: I probably wouldn’t: I probably would: I absolutely would:

15. Would you be willing to follow a “Humans of New York” type social media page which offers true stories about the refugee’s who have traveled, and now live in the Piedmont Triad Area? No: Maybe: Yes: I do not use social media:


3. Goals/Objectives and Target Audiences

1. Overall Campaign Goals

Increase awareness by promoting a favorable reputation and attitude of World Relief within the public and business community

Increase the public and business communities involvement in World Relief High Point in general and, more specifically during World Relief scheduled events

2. Campaign Objectives:

Increase community awareness of the World Relief organization, and their refugees, measured by 30% within the next year.

Promote favorable attitude towards refugee’s living in the Piedmont Triad Community measured by 25% within the next year.

Increase community involvement with World Relief at scheduled event attendance measured by 25% within the next year.

Increase social media presence on designated World Relief pages measured by 25% in amount of likes and followers within the next year.

3. Target Audiences:

Target Market: — Church focused — Family oriented — People drawn to social justice — Employees — People involved in non-profit organizations — Long-term service providers — Public community — Business owners

The target audiences in the High Point community are church or family oriented people, people who are involved in non-profit organizations and long-term service providers. The key messages


to communicate to the identified audiences are that World Relief would like to increase community awareness of their organization and their refugees, as well as promote a favorable reputation and attitude within both the public and business community. World Relief would also like to increase the public and business communities involvement during scheduled community events.

The target audiences can be recruited through social media outlets reaching the High Point community, as well as through local churches and community events such as farmers markets. Social media is an effective way to recruit the target audiences because it can reach a large amount of the population for no cost. Updating and posting on social media websites such as Facebook or Twitter can be useful in reaching each of the target audiences. Community events are a good way for the client to represent itself and network with other groups, develop relationships with other community members, and recruit volunteers for their organization. World Relief High Point is very involved in the church community, which will also help spread awareness and increase involvement with that target audience.

We have created a general persona for the type of person we are reaching out to that meets out qualifications: Healthy, happy, family oriented, middle aged, church going, dedicated to helping others and a general good willed person likely with a family and many friends. They are active on technology and love to connect with others.


BACKGROUND

Title : Healthcare Analyst Organization Size : large Industry : healthcare

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LEARNING

Favorite Blogs / Publications : womens weekly Social Networks / Associations : Many local are Churches and non profits

JOB ROLE

Reports To : manager Team : patients Responsibilities : manage people and help with healthcare plans

Job Measurement : team productivity Tools :


organization

CHALLENGES helping everyone

! GOALS make people happy and healthy

! PREFERENCE How they like to be reached: social media, phone, Facebook Do they research vendors online? yes


4. Rationale for proposed objectives:

We believe based on the goals of World Relief, the objectives we set are obtainable from our one-year launch date of June 20, 2016. This allows time for survey collection, necessary preparations including delegation of social media management roles, verification with refugees for willingness to participant, and time to reach out and meet the required deadlines for scheduling.

Based on their current status, these are realistic goals because they are only raising most number by an average engagement of about 25%. By infiltrating local churches and farmers markets, we believe that the way we also will be directing people back to social media to follow the stories of the refugees they met will hold engagement. Furthermore, new refugee features stories will continue to hold follower’s interests and attendance at events.


4. Key Message Development


1. New Logo and Slogan for Client Branding

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2. Social Media Strategies

Instagram – Follow more people and businesses in the community. Start by following any existing refugee accounts that are known. Reach out to past refugees to inquire about their accounts. From there ask them to ask those who have personally helped them adjust to the area follow the accounts and so on. Another great way to do this is by following those who have liked your posts and have followed your account. Also follow businesses and community leaders you think may be interested in supporting WRHP such as church leaders and active church members. Other non profits are worthy of following and also reach out to area churches to see if they have a frequent member list that could be contacted or an announcement could be made at the service. If you are engaging with other people on social media, they will be more likely to engage back. In the bio page, include links to other social media forms. Post pictures and videos telling people how they can get involved. Share stories of refugees, their families, as well as volunteers and how their journey with World Relief has bettered their lives. Such as the stories shared in the WRHP brochure and website on the video. Relate Instagram post and direct users to the Facebook page that will host the main “High Point Humans” stories. If possible, tag people in pictures. That way people can see and learn more about the people involved with WRHP. Add locations on your pictures. That way people can see where events are happening. Try to post at least once a week. The more presence you have, the better.

Twitter – Retweet other World Relief posts. In the bio page, include links to other social media forms. Create polls to get follower feedback. These polls could consist of questions such as: Do you know where WRHP is? Would you be interested in attending ____ event?

Pinterest – Add more pins to each board. Follow more people in the community/refugees/volunteers. In the bio page, include links to other social media forms.

Vimeo – Increase followers and follow more people. Upload more videos and share them on other social media forms so people will know this account exists.


Like/follow more pages and groups.

Amazon – The last time the site was used was in 2013 – check it more regularly. Some of the items are “unavailable”. Be sure to update. Add more items to the list. There are so many options on Amazon! Give people plenty of options!

Facebook – Ask employees/refugees/volunteers to write reviews and rate WRHP as well as community partners at churches and attendees of events such as World Refugee Day. In the bio page, include links to other social media forms Create polls to get follower feedback. These polls could consist of questions such as: Do you know where WRHP is? Would you be interested in attending ____ event? 4. Direct all other forms of social media and website back to the Facebook page and host full articles on Facebook.

3. Website Suggestions:

“Follow a Refugee – High Point Humans Campaign”

Since World Relief of High is very focused on gaining the public’s interest in refugees, we believe it is important to give the general public interesting stories and a weekly refugee to follow. This will be the same refugee featured at the farmers market and their “story” of their journey here will be highlighted. This will engage the public in the lives of refugees, creating a personalized story for each refugee. Due to the fact that refugees are from different countries and cultures, many aspects about them and their lives are unknown. By creating a story or thread of features on each refugee to follow their story of adoption to the community, people will hopefully be more engaged in that person’s life. Good idea – include specific action plans.

We recommend that World Relief High Point create the campaign like an interactive blog that both refugees and volunteers post on as well as employees at World Relief High Point, and therefore host it on Facebook. Our vision of the blog is an interactive story that people can follow for every new refugee. For example, a staff member of World Relief would create the blog and start off by telling everyone about the refugee. This could include but not be limited to where they are from, their name, favorite activities, favorite foods, a unique fact about them, what they are most excited about, and so on. After that, the volunteer teams could post on the


blog updating the status of the refugee’s trip. From the point of arrival here, the refugee could do their best to post if they are capable. If they aren’t, a volunteer that is helping them adjust could teach them and show them how to post. This would also help those not familiar with technology get acclimated. The blog can be the first piece of a “follow a refugee” feature on the main page but also continued on as an update on the success in that refugee’s life, adding to our 4th improvement of success stories.

Improvement 2: Success Stories

Our final improvement for the website is the completion of our follow a refugee series in that those refugees that may have had entrepreneurial spirit and blossomed in the surrounding area would be featured in a special success story area on the website. We want to take it a step further and create videos for each of these refugees that each can have his or her own tab. Then we can also have a success story of the year that is celebrated at the Refugee Day and further recognized yearly.


4. Print Material:


5. Radio PSA

https://soundcloud.com/motomatt618/wrhp

Title: Humans of High Point Campaign PSA Client/Sponsor: World Relief High Point Length: 30 seconds Air Dates: May 31st SFX: Michael Jackson “We Are The World”

Woman (Amanda): EVERY YEAR OVER 19

MILLION MEN, WOMEN, AND

CHILDREN ARE FORCED TO

FLEE THEIR HOMES UNDER

THREAT OF PERSECUTION,

CONFLICT, AND VIOLENCE.

Man (Clay): WHO ARE THESE PEOPLE?

Woman (Amanda): THESE ARE YOUR

NEIGBHBORS, CLASSMATES,

AND CO-WORKERS.

Man (Clay): HOW CAN WE HELP?

https://soundcloud.com/motomatt618/wrhp


Woman (Amanda): JOIN WORLD RELIEF HIGH

POINT ON SATURDAY, JUNE

20TH TO CELEBRATE WORLD

REFUGEE DAY AT

WASHINGTON TERRACE PARK.

Man (Clay): WELL SEE YOU THERE

BECAUSE WE KNOW YOU CARE.

*Permission needed for song licensing. Song provided for example purposes only.

5. Campaign Strategies

1. Timeline

Proposed Campaign Timeline & Budget All new and returning farmers, non-farmers and concession vendors must fill out a 2016 vendor application and meet with Market Management prior to renting space in 2016.

Now

_____ Begin passing out surveys at local churches _____ Send out press releases _____ Contact refugees who will be featured _____ Reach out to secure spot for PSA and time

May 5th _____ Schedule a meeting with management _____ Complete 2016 Vendor Application _____ Invoices for seed, fertilizer, plugs, soil, pots, etc. _____ All produce growers – FSA 578 forms for all produce you are growing and selling _____ Plans for any signage to be used. You must display the farm name and location _____ Produce Only. If selling for another grower, completed application for that grower.

May 8th

_____ Organic Certification _____ Pesticide Free Verification


_____ GAP Certification _____ Nursery License _____ Kitchen Inspection _____ Acidified Food License

May 12th

_____ Application to sell Sourwood or NC Honey _____ Poultry and Meat Handlers License _____ Do you have liability insurance to cover your selling area and/or product? _____ Forklift Operators Certification _____ Any other information or certification you may provide

June 1st

_____ Collect Surveys together at World Relief and analyze _____ Print Stickers and promotional items _____ Ensure first featured refugee has story ready

June 20th

_____ World Refugee Day – Announce weekly farmers markets and Humans of High Point Campaign

June 25th _____ Community Garden Day

Weekly _____ Farmers Markets and High Point Humans

*All non-farmers & concession vendors must submit the aforementioned by May 31st

To contact the market manager, please email Rick Cecil at [email protected].

All other inquiries can me made to: Robert G. Shaw (Piedmont Triad Farmers Market)

2914 Sandy Ridge Road Colfax, NC 27235

Phone: (336)-605-9157 Fax: (336)-605-9401


FARMERS AREA*

Farmers Area I “A” ………………………………………… $20.00 “B” …………………………………………… $10.00

“C” ………………………………………… $6.00 Farmers Area II “A” ………………………………………… $20.00

“B” ………………………………………… $10.00 Restocking Fee …………………………………………….... $6.00

Electrical ……………………………….$1.00/$2.00 per item per day Out-of-State Sellers……………………………………….Double Fees

*The minimum daily rental rate is $20.00

ENCLOSED RETAIL BUILDING Space Rental ……………………………………………………$20.00

Electrical …………………………… $1.00/$2.00 per item per day

DELIVERY FEES: To Wholesale Building, Retail Building and Garden Center:

All vehicles delivering 0 - 100 packages ………………… $6.00 All vehicles delivering more than 100 packages …………. $10.00

Storage/Use Fees: Upon availability and Mgt. approval ..$5.00 per 200 sq. ft. per day Non-Farmer Vendors (Crafters, Baked Good Sellers, etc.) …………... $35.00

Forklift permit ………………………….. $50.00mo./$350.00 annual Off –Season rate: “A” space will be $15.00 Jan. 1-Mar.31

Farmers Areas and Market Shoppes FINAL DEADLINE: MAY 31ST

For information regarding the farmers areas, please contact: Robert Smothers - [email protected]

All other press inquiries can be made to: Bobbie Hanner - [email protected]

For more information, visit: http://www.ncagr.gov/markets/facilities/markets/triad/sell.htm http://www.ncfarmfresh.com/FarmMarketDisplay.asp?FarmID=674 http://www.ncagr.gov/markets/facilities/markets/triad/promos.htm

http://www.ncagr.gov/markets/facilities/markets/triad/sell.htm

http://www.ncfarmfresh.com/FarmMarketDisplay.asp?FarmID=674

http://www.ncagr.gov/markets/facilities/markets/triad/promos.htm


2. Media Relation Plan

FOR IMMEDIATE RELEASE Kill Date: June 20, 2017

Contact Tafie Webb, Volunteer Coordination Specialist (336) 887-9007 x113 March 24, 2016

World Relief of High Point to join forces for building of Community Garden

In an effort to bring the local community and recently relocated Refugee’s together, World Relief of High Point is thrilled to announce the addition of a parcel of land for a Community Garden. With the help of the local community, this can be a flourishing area where refugee’s introduce native plants from their previous area to the High Point community as well as teach community member’s unique skills regarding gardening applications in various terrains.

WHO: World Relief of High Point


WHAT: A continuous transformation of a donated parcel of land into a thriving community garden dependent on the efforts of new members to the High Point Community as refugees and current community members.

WHERE: Washington Terrace Park, 101 Gordon Street, High Point, North Carolina, 27260

WHEN: 10 a.m. to 4 p.m., Monday June 25, 2016.

WHY: World Relief of High Point is expanding to meet the demanding needs of refugee relocation. With another office recently opened in Winston-Salem, World Refugee Day will kick off the will be used as an exciting time to celebrate new accomplishments as well as launch the “High Point Humans” campaign and this event will also be announced as the next community event to get involved. The importance of building a greater community bond between refugees can only be accomplished through physical interaction. Refugees will provide their expertise not usual to community members in High Point regarding international gardening skills that can be applied to their own lives as well as cooking tips and tricks. Without the support of the community it would only be a refugee garden, rather than a place where all come together.

For more information contact Tafie Webb, Volunteer Coordinator Specialist, World Relief of High Point, at the above number, or by e-mail: [email protected].

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FOR IMMEDIATE RELEASE Kill Date: June 20, 2016

Contact Tafie Webb, Volunteer Coordination Specialist (336) 887-9007 x113 March 24, 2016

World Relief of High Point to celebrate and host World Refugee Day

In an effort to bring the local community and recently relocated Refugee’s together, = World Relief of High Point is thrilled to announce the annual hosting of World Refugee Day. The day is dedicated to welcoming those forced to flee his or her country because of persecution, war or violence into a new beginning. Join World Relief to welcome these strong individuals, interact


with unique cultures, and speak with Refugee’s about their experiences. Additionally, Refugee’s will be displaying and providing special items native from his or her previous location. More so, interactive games such as soccer will be played and Refugees may even teach others new native games. The new social media initiative “High Point Humans” will be announced as well as corresponding events to follow in High Point.

WHO: World Relief of High Point

WHAT: An afternoon event highlighting the exciting addition of new members to the High Point Community and their participation in a soon to be announced upcoming list of events and social media campaign.

WHERE: Washington Terrace Park, 101 Gordon Street, High Point, North Carolina, 27260

WHEN: 12 p.m. to 4 p.m., Monday June 20, 2016.

WHY: World Relief of High Point is expanding to meet the demanding needs of the refugee relocation. With another office recently opened in Winston-Salem, World Refugee Day will be used as an exciting time to celebrate new accomplishments as well as launch the “High Point Humans” campaign and coinciding events. The importance of building a greater community understanding of refugee’s can only be accomplished through physical interaction. Refugees will provide their expertise not usual to community members in High Point regarding international cooking and games as well. Future never before accomplished refugee held events will be announced on a schedule basis as well as refugees providing the community unique insight and items from their native home areas.

For more information contact Tafie Webb, Volunteer Coordinator Specialist, World Relief of High Point, at the above number, or by e-mail: [email protected].

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3. Promotional Items: Stickers and brochures to be passed out by refugees at events and farmers markets as well as church events


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4. PR Strategy

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Summary

After our first meeting we came away with a few key points. We realized that World Relief High

Point was struggling with community engagement and participation in events. We also noted that

World Relief High Point has a very small budget. Our goal was to create a campaign that not

only captures the attention of the surrounding community but does it with minimal spending. We

believe that we not only accomplished our goal but also designed a campaign that will help you

gain popularity within the community while also make money to put back into helping refugees.

Introducing the High Point Humans Campaign:

The main goal of this campaign is to connect the High Point community and the refugees

living in High Point along with making them aware of World Relief High Point.

Our idea is centered around using the Piedmont Triad Farmers Market as a way to reach the

surrounding community. We want to have a different refugee each week cook food for the

farmer’s market from their native homeland. If not possible, they will make items or feature

something from the native area such as a craft or teaching lessons. In the week leading up to the

farmer’s market the refugee that is taking over the booth will have his or her story posted along

with what he or she is making that week. We will also have brochures saying “Who am I” at the

farmer’s market booth as an invitation to visit World Relief High Point’s Facebook page to read

the refugees story for that week. With hundreds of people visiting the farmer’s market each day


we believe that this is the best way to reach as many people as possible at minimal cost. It also

gives the refugees a way to give back to the community.

Campaign Proposal

Documents

Transcript of Campaign Proposal