The United Way of the Adirondack Region 2-1-1 Campaign

Final Presentation

Plattsburgh State Students raising awareness for the United Way of the Adirondack Region’s 2-1-1 service

Welcome

Publics Primary and Secondary Research Goal Key Message Objectives/ Strategies/ Tactics Impact/ Impressions

Publics

Clinton, Franklin, and Essex County Residents

College Students

CEF Residents Age Distribution Marital Status Housing Employment/

Income/ Assistance

Publics

College Students Financial StatusPhysical/Health StatusPsychological Status

Primary Research

Primary ResearchCEF Residents

Primary ResearchCollege Students

Secondary Research

Our Goal

To Increase the call volume of the 2-1-1 service by building awareness in the Adirondack region.

Key Message

“It’s EASY – It’s FREE. Call 2-1-1 to get the information for the help you need.”

Objectives, Strategies, Tactics

Objective 1

Strategy 1

Tactic 1 Tactic 2

Strategy 2

Tactic 1

Objective 1

Strategy 1

Tactic 1 Tactic 2

Strategy 2

Tactic 1

Objective 1

To build 2-1-1’s presence in the Adirondack Region; specifically to add 300 emails to Constant Contact by May 2011.

Implement an awareness/action campaign toward SUNY Plattsburgh’s students by utilizing on-campus events and other activities as ways to contact student residents.

Strategy 1

Collect student emails at campus events such as athletic games, African All White Event, Caribbean Pageant, Women’s Ethnicity and Sig Tau Stock.

Tactic 1

Tactic 2African All White Event

Caribbean Pageant

Women’s Ethnicity

Sig Tau Stock

College Suites

Implement an awareness campaign toward County residents by utilizing community groups and organizations.

Strategy 2

Tactic 1 Salvation Army Senior Citizen Center Plattsburgh Library Smooth Moves Cumberland 12 Temple Beth Israel First Presbyterian Church Trinity Episcopal Church First Assembly of God First Baptist Church Newman Center

Tactic 2 Salvation Army Senior Citizen Center Plattsburgh Library Smooth Moves Cumberland 12North Bowl“Meals on Wheels”Office of Aging Temple Beth Israel First Presbyterian Church Trinity Episcopal Church First Assembly of God First Baptist Church Newman Center

Event: Race for Stace Tactic 2 (cont.)

To increase awareness of the 2-1-1 information and referral service in the Adirondack region; specifically to educate County Residents and SUNY Plattsburgh about the services offered through 2-1-1, resulting in an increase of 1,000 calls by January 2012.

Objective 2

Create an awareness campaign at SUNY Plattsburgh and in the three counties by utilizing on-campus channels to educate students as well as county media outlets.

Strategy 1

Create posters for screensavers to be posted on all computers throughout campus.

Tactic 1

Kathy Snow PSA on “The Quake” and “WIRY.”

Tactic 2

Press Release to the Press Republican. Tactic 3

FOR IMMEDIATE RELEASE

To Whom It May Concern: The United Way Adirondack Region’s 2-1-1 Helpline is a free, confidential, multilingual service to assist the public to find the answers to a variety of Health and Human Services related questions. One can call or search this database about everything from basic needs like food, clothing and shelter, to disaster relief, volunteer opportunities, legal services, drug treatment, employment support, childcare, eldercare and more. With the recent flooding 2-1-1 is a beneficial service that can also help residents with the current disaster. The service is available twenty-four hours a day and can connect residents to the information they need in this time of crisis. Information such as food shelters, transportation, and disaster relief. The United Way of the Adirondack Region’s would greatly appreciate an article letting readers know about the 2-1-1 service and how this service can connect individuals to information on the help they need.

### Thank you, Kathleen M. SnowAdministrative CoordinatorUnited Way of the Adirondack Region, [email protected]

Tactic 3 (cont.)

Distributed on May 4, 2011

Implement a Social Media/Awareness campaign to educate residents and college students about 2-1-1.

Strategy 1

Increase likes on the United Way of the Adirondack Region’s Facebook page.

Tactic 1

Tactic 1 (cont.)Facebook Status Update Examples

“9 million people and rising suffer from depression in the United States, there is help available for those who do suffer from depression DIAL 2-1-1 TO BE CONNECTED WITH THE ASSISTANCE YOU DESERVE.” “1 out of every 4 women suffer from depression, life does get easier, you are not alone DIAL 2-1-1 TO BE CONNECTED WITH THE ASSISTANCE YOU DESERVE.”

“48.3% of Americans do not have a college education; don’t be a part of that statistic get yourself connected with the education you deserve. DIAL 2-1-1 and change your life around.”

“Can’t get your grades up, worried you are going to have to drop out of school, don’t worry anymore DIAL 2-1-1 TO BE CONNECTED WITH THE ASSISTANCE YOU DESERVE.”

Tactic 2United Way of the Adirondack Region’s link on the Friends of Plattsburgh page.

Create a twitter account for the Adirondack Region 2-1-1 and utilize the hash tag feature to gain followers and spread awareness about the referral service.

Tactic 3

Example TweetsTactic 3

“1 out of every 4 women suffer from depression. Help is available call 2-1-1 today to be connected #happyendings #agoodboyfriend would never hit you, talk down to you, or degrade you in anyway. 211 can help #loveisrespect, don’t let yourself become a victim, call 211 to be connected with help you deserve”

Campaign CalendarMarch 22nd – May 19th

Exceed the goal of collecting 300 emails. 5 flyers and 100 bookmarks distributed at Salvation Army 5 flyers and 30 bookmarks distributed at Senior Citizen Center 150 bookmarks distributed at Plattsburgh Library/ CEF bookmobile 1 flyer and 100 bookmarks distributed at Smooth Moves 1 flyer and 100 bookmarks distributed at Cumberland 12 2 flyers and 27 bookmarks distributed at Temple Beth Israel 2 flyers and 27 bookmarks distributed at First Presbyterian Church 2 flyers and 25 bookmarks distributed at Trinity Episcopal Church 2 flyers and 27 bookmarks distributed at First Assembly of God 2 flyers and 15 bookmarks distributed at First Baptist Church 2 flyers and 15 bookmarks distributed at Newman Center 70 bookmarks distributed at The Office of Aging 70 bookmarks distributed at “Meals on Wheels” 125 bookmarks distributed at Race for Stace

Impact/Impressions

Impact/Impressions (cont.)


Link on the Friends of Plattsburgh Page

143 Facebook likes

71 Twitter followers

Total number of Impressions: Constant Contact Impressions: 316 Bookmark/Flyer Impressions: 816 Social Media Impressions: 214 Screen Saver Impressions (From April 6- April 18):

11,234 Screen Saver Impressions (From April 19- May 2): 12,336

Total Impressions: 24,916


Hours worked per week: 6Number of weeks in a semester: 15Number of students: 8Average pay per hour: $50

Total: $36,000

If you paid us…

2-1-1 is a useful service for the people of the Adirondack Region. Additional copy outlines for more useful tactics are available in our report if you chose to implement them.

Thank You!

Conclusion

The United Way of the Adirondack Region 2-1-1 Campaign

Documents

Transcript of The United Way of the Adirondack Region 2-1-1 Campaign