Veterans Place of Washington Boulevard

Integrated Marketing Communications Plan

at Point Park University

April 19, 2016

TABLE OF CONTENTS

Introduction……………………………………………………………..... 1

Fact Finding + Feedback……………………………………………….. Communication Audit……………………………………………….. Social Media………………………………………………………

Competitive Analysis………………………………………………...

2 2 4 6

Surveys………………………………………………………………. I. Alumni Survey II. Program Veterans Survey III. Current Homeless Veterans Survey IV. Student Veterans at Point Park University Survey

8

Situational Analysis…………………………………………………. 12

Creative Brief…………………………………………………………….. 13

Planning + Programming……………………………………………….. Target Publics Key Messages

14

Tools + Tactics…………………………………………………………… I. Branding……………………………………………………..

Logo Color Scheme Graphics Standards Guide Stationery Set Exterior Signage Photography

II. Website……………………………………………………… Website Rewrite Website Graphic + Infographic Staff Bios

III. Social Media………………………………………………... Facebook Twitter Instagram Recommended Posting Schedule Social Media Tips

IV. Publications…………………………………………………. Brochure Promotional cards Case studies

V. Community Events…………………………………………. Large Events Brochure Events Giveaways

VI. Media Relations……………………………………………. Media List Press Releases

15 15 20 24 31 33 36

Attachments………………………………………………………………. 38

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INTRODUCTION

OVERVIEW Veterans Place of Washington Boulevard is an organization dedicated to ending homelessness among veterans in the Greater Pittsburgh Area. The organization helps facilitate the transition to a home and provide the tools veterans need to become engaged and empowered members of their communities.

MISSION To provide homeless veterans with an array of facilities and services that build long-term residential stability, employment, sobriety and self-determination. STRATEGIC INITIATIVES

● Educating the community on homeless veterans ● Creating awareness of Veterans Place of Washington Boulevard ● Informing the public on issues faced by homeless veterans ● Changing public opinion of homeless veterans

PROGRAMS Veterans Place assists homeless veterans through a number of programs and services.

Day Program Through their Homeless Veterans Day Program, Veterans Place serves those living on the streets or in shelters. A shuttle runs Monday through Friday and provides transportation for the veterans without the means to, visit the Service Center. The day program provides breakfast, lunch, clothing, case management, referrals, and other services. Additionally, Veterans Place allows provision for other transportation aid, such as shuttle service for medical appointments.

Transitional Housing Program The Transitional Housing Program at Veterans Place provides 48 veterans up to a 24-month stay in one of the townhouses on Washington Boulevard. The Transitional Program provides case management, recovery support, clothing, onsite food pantry, employment support, and additional services. The goal of this program is for the veteran to find permanent housing.

PURPOSE The purpose for conducting this plan is to gain insight not only on how to reach homeless veterans but how to convey to them that Veterans Place offers beneficial services where they can receive the help they need to move forward.

The integrated marketing communications plan outlines changes to online website and social media presence, as well as numerous creative deliverables that can be deployed at the decision of Veterans Place. This plan will allow Veterans Place to establish a recognizable brand and increase awareness and engagement with the target audience.

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FACT FINDING + FEEDBACK

COMMUNICATION AUDIT

The agency reviewed Veterans Place’s communication tools and tactics and found that the

organization had a website, Facebook, and Twitter account, but was not utilizing LinkedIn. These

tools are pertinent for networking and brand awareness.

A simple Google search for “veterans place” easily finds the organization’s website, along with its

social media, and related articles. This shows that Veterans Place is easily accessible on the

internet.

Brochures

Four brochures were presented by the client at the first meeting. These brochures cover

programs that Veterans Place has created for various audiences of veterans.

The “Save A Vet” brochure discusses the goals of Veterans Place and information on the

organization’s funding, and also urges the reader to donate.

The second brochure, “Homeless Veteran's Day Program,” describes one of the options for

veterans seeking assistance. This targets those interested in the Day Program. It discusses

the program’s goals and lists a shuttle schedule, which veterans can use to get to the

Washington Boulevard campus.

The brochure on transitional housing discusses the organization's “supportive and sober

living environment for up to 48 veterans,” those who are eligible, and various programs that

participating veterans.

The final brochure is a general organization brochure. This brochure includes bright pictures

includes the organization's current tagline, “Helping Vets Help Themselves”. This brochure

includes information on the day program, the transitional housing program, eligibility

requirements, community involvement, success rates, and a mission statement. Updated

contact information is included on all but the “Save A Vet” brochure.

Media Relations

a review of online articles about Veterans Place came from local news outlets included:

● A November 2015 news release from Carnegie Library’s online pressroom on an outreach event in conjunction with the Carnegie Library of Pittsburgh. They donated books, movies, and other materials to help the veterans in day programs.

● A Pittsburgh Post-Gazette published an article in September 2015 that focused on how Veterans Place focuses on helping veterans in ways that the Department of Veterans Affairs is not.

3

● In July of 2015, Trib Live published an article about deputy assistant secretary for policy at the Veterans Employment and Training Services Teresa Gerton’s visit to Veterans Place. She was interested in seeing how they provide housing, food, and other assistance.

● New Pittsburgh Courier published an article in December 2014 about Marlon Ferguson, the Executive Director of Veteran’s Place. Ferguson stated that they strive to provide “case management, recovery support, clothing, an on-site food pantry, employment support, and other services designed to build them toward self-sufficiency and successful independent living.”

Also worth mentioning is the announcement from Citizens Bank, WPXI-TV, Trib Total Media and Pittsburgh Cares which names Veterans Place of Washington Boulevard the recipient of the 2015 Champion in Action award for their role in “strengthening communities through veterans support.” Veterans Place received $35,000 from Citizens Bank, as well as volunteer support and promotional news coverage.

Website

A review of the home page of the website noted a simple layout that includes a quick overview of the website, photo of the staff, and basic navigation bar. Different pages listed on the site were an About Our Services page, a FAQ page, a Visit Our Facility page, a Contact Us page, and a Thanks page. Links to the Facebook and Twitter were also found here, along with information relating to Veterans Place’s programs, staff and business hours.

4

SOCIAL MEDIA

Facebook

The information on Facebook is mostly about Veterans Place’s location and hours with no

information relating to how to help and donate. The posts are sporadic, and the page has

530 likes.

5

Twitter

The Twitter page was extremely difficult to find. Upon further investigation, the page could

be found only if “VeteransPlacePgh” was typed. The link to Twitter on the website leads to

the Twitter homepage, and searches for “Veterans Place,” or “Veterans Place of Washington

Boulevard” yield no results about the Pittsburgh organization.

Like Facebook, the posts are sporadic with 137 followers.

6

COMPETITIVE ANALYSIS

A few organizations that are similar to Veterans Place were reviewed to consider the uniqueness of Veterans Place’s programs and offerings in the Pittsburgh area as well as how other organizations market themselves.

Shepherd’s Heart Veteran’s Home

Shepherd's Heart also serves homeless veterans with shuttles and life skills training. This organization offers transitional housing for homeless vets; their motto is “Leave no Veteran Behind,” which is displayed at the top of their red, white, and blue website.

The life skills training offered by this organization involves fifth year occupational therapy students at Duquesne university helping with things such as interview skills and computer training. There is no formal assessment or program that determines the readiness of an individual to leave the facility.

Overall, this site is organized, but is very content heavy, and could benefit from more photographs and other media to break up the words in order to make it easier to navigate and read through. The organization does not have a Twitter, and their Facebook has not been updated since 2014. They have no picture, mission statement, or any information about their organization. They have a few news stories listed on their website, but none have been written since 2013. They utilize video media on their website with two videos about a Veterans Day Breakfast and their shuttle van.

7

McVet McVet (Maryland Center for Vets Education) offers services to homeless veterans, including a day drop-in facility, emergency housing, and education and employment services. This organization’s site is well organized and laid out neatly; it includes information about their services and programs, as well as their social media pages, staff directory, and donate button. A “Mini Documentary” is featured on the front page of the site; this video explains a little about the Maryland Center for Vets Education.

The red, white, and blue color scheme on McVet.org appeals to veterans along with their organization mission and vision. Their two social media buttons link correctly to Facebook and Twitter. The buttons are huge and eye-catching, but they only post on Facebook about once a month and Twitter, not since February 2015.

Overall, this organization does a nice job of displaying the necessary information in a clean and organized way that appeals to the user and makes it easy to get around the site.

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SURVEYS

In order for Veterans Place of Washington Boulevard to properly reach the veterans that need their assistance, it was necessary to develop several surveys. These surveys asked basic questions about veterans' demographics, needed services, housing status, and preferred forms of communication, among other things.

The surveys were created on Surveymonkey and posted online. Links were sent to various groups of veterans who were asked to complete them on behalf of Veterans Place of Washington Boulevard.

Four surveys were developed for current homeless, alumni of Veterans Place, current participants in the program, and veterans groups at Point Park. These responses were tabulated and used to guide communications plan for Veterans Place.

I. Alumni Survey

A survey was developed for alumni of the Veterans Place program to assist the organization in developing its alumni program by learning information about the alumni’s involvement in the program, the best ways to get in contact with them now, and their overall opinion looking back on their stay in the program. These surveys were conducted in person by staff at Veterans Place; seven responses were collected. Among the respondents, six of them were male, ages 36+ and over half served in the Army.

Alumni of Veterans Place described the program as “helpful,” “supportive,” “inspirational,” and “self-empowering.” These words express a generally positive feeling relating to the organization that can be expressed in the deliverables and throughout the communications plan.

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The results of the survey for alumni of the Veterans Place program indicate that most respondents found the food pantry, housing program, and medical management services to be the most helpful. The majority of alumni noted that all the services offered in the program were very beneficial to them.

Most of the respondents were at Veterans Place for one to two years, and the majority did not seek assistance from other homeless veterans’ programs before finding Veterans Place. Phone calls are the preferred means of contact to the alumni, but most respondents also identified that they utilize Facebook and Twitter, so these tools are valuable for reaching this public as well.

(Attachment A: Alumni Survey and Results)

II. Program Veterans Survey

A survey was developed for alumni of the Veterans Place program to determine what these individuals think about the program thus far. A majority of the survey respondents served in the Army and Marines and were either 36-50 or 51+. Seventeen responses were collected and tabulated.

Determining how they heard about Veterans Place was important to find out the best way to reach those who do not know about the program. Also, learning how long they were homeless was central to determine how long it took them to come to Veterans Place. The best ways for Veterans Place to contact their public in the most efficient way possible, identification of what social media platforms were also part of the survey.

The results concluded that almost all of the veterans currently in the program are overwhelmingly positive about Veterans Place. A large number of survey participants heard of Veterans Place through a VA referral or word of mouth. Almost all veterans were homeless for less than one year before coming to Veterans Place. The social media platforms the veterans use were a little more spread out than the other parts of the survey. A majority of them use Facebook; LinkedIn was another popular choice, while a portion of them also use no social media at all.

(Attachment B: Program Veterans Survey and Results)

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III. Current Homeless Veterans Survey

A survey was developed for homeless veterans that are currently living on the streets of Pittsburgh. Members of the agency went out to do 1-on-1 interviews with current homeless individuals; thirty-five responses were collected.

This survey provides invaluable insight into the status of awareness of Veterans Place among the homeless population in the city, including the services that are most valuable to them, the services that they need the most, and the preferred means of contact for hearing about services.

The results of this survey indicate that most current homeless veterans are aware of Veterans Place. Of the 30 people surveyed, 21 had heard of the organization. Most people knew about the food pantry, meal services, and housing, but they did not know that Veterans Place offers life skills coaching, financial, or medical management services. Participants that knew about the organization indicated that they heard about it through a VA referral or by word of mouth.

Most participants served in the Army or Air Force, and were ages 36+. The majority of this group prefers to be contacted by email or one on one, and they utilize some social media tools, including Facebook and Twitter. The services indicated as most important were the food pantry, meal services, and housing program.

(Attachment C: Current Homeless Vets Survey and Results)

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IV. Student Veterans at Point Park University Survey

A survey for veterans groups at Point Park was developed and sent to the organization’s advisor with the hopes of collecting responses from their group to gain further insight. These groups were unresponsive, so students in the class reached out to veterans on campus that they knew to collect responses. Only four were collected, but more responses may come in if the advisor distributes the survey to any members of the group. Of the respondents, most of them were male ages 25-35.

This survey was distributed online to vets on campus to gain insight into the status of awareness of Veterans Place among this population. Information was collected about demographics, preferred means of communication, and services that are important to this group.

The majority of respondents have heard of Veterans Place, with only one person indicating that they had not heard of the organization. Among veterans at Point Park, case management, resume building, and meal services are the most important programs to this group. Financial management and employment opportunities were other popular responses.

None of the Point Park veterans have ever been homeless, but they believe case management, life skills coaching, and counseling to be the most beneficial to homeless veterans. This group prefers to be contacted through email, one on one, or through social media, including Facebook, Twitter, LinkedIn or Instagram.

(Attachment D: Student Veterans at Point Park University Survey and Results)

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SITUATION ANALYSIS

Research was conducted to determine the IMC needs of Veterans Place of Washington Boulevard. Included in this is a discussion of strengths, weaknesses, opportunities and threats.

SWOT

Strengths

I-VETS model More than just a shelter SEO – website can be easily found A variety of programs Online presence (website, Facebook, and

Twitter)

General brochure 2012 onsite employment events and financial

literacy workshops Established media connections Interns and volunteers Branding (new logo and tagline) Promotional bracelets

Weaknesses

No consistent events No advertising People may be unaware of what

they do Weak social media presence Outdated website Brochure not focused around

Veterans Place Promotional bracelets can be

confusing Branding is busy and not consistent Images not professional No volunteer recruitment

opportunities No media plan

Opportunities

Community events and fundraising Student internships and volunteers Improved media relations Visually catching signage Updated promotional bracelet use Additional promotional items Flyers Materials in schools/colleges Advertising (bus shelters) Volunteer recruitment Social media improvement Increased promotion Alumni case studies Cohesive branding Updated photo gallery Updated infographics and statistics

Threats

Limited budget Attempting to accomplish too much

at one time Limited staff Lack of expertise in marketing

communications Knowledge of where people find

Veterans Place No marketing research Competition for donations Competition for volunteers Broad demographics on target

audience Target audience is difficult to find

and reach

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CREATIVE BRIEF

Client: Veterans Place of Washington Boulevard

Project Overview:

This plan intends to establish a clean recognizable brand, raise awareness on the issue of homeless veterans, and create a comprehensive integrated marketing communications plan in order to help bolster the services that Veterans Place has to offer to homeless veterans.

Objectives:

1. Increase awareness of Veterans Place 2. Establish a consistent online presence 3. Increase program participants

Target Audience:

The audience for this plan is United States veterans who are currently homeless in the Greater Pittsburgh between the ages of 25-50, both male and female of varying economic and cultural backgrounds.

This audience is in need of assistance and is willing to put in the effort to empower themselves. This target can be reached by going out onto the streets and meeting them one-on-one, via online and social media presence, as well as printed media and community events.

Homeless veterans should know that Veterans Place is a program dedicated to helping veterans transition without compromising pride and encouraging personal growth and development. Offering more than a food pantry and a place to stay, Veterans Place is understanding and customizes programs to the individual’s needs.

Reasons to Believe in the Organization:

Veterans Place establishes an emotional, optimistic and empowering connection with each individual that they help. The patriotic tone and dedication to helping homeless veterans are key points in the organization.

Single Most Persuasive Idea:

“Helping Veterans Help Themselves”

Tone of the Work:

The plan calls for patriotic, optimistic and informational tones.

Calls-to-Action:

● Connect with social media ● Connect on the street with events ● Visit the facilities ● Donate to help veterans

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PLANNING + PROGRAMMING

TARGET PUBLICS

● Donors ● Alumni of Veterans Place ● Potential volunteers ● Veterans

o Currently serving o Currently homeless o Younger (25-35) o Older (36-50)

● Media ● Community ● Referrers ● Homeless shelters

KEY MESSAGES

Over the last several months the Point Park Agency has been working to improve the Veterans

Place on Washington Boulevard presence and marketing. This process created an all-inclusive

Integrated Marketing Campaign to help improve the look and feel of the organizations media

presence. This includes improved content for the website, a cohesive brand and graphic standards

guide, social media plan and improved brochures.

● Improve on the online presence; making it easier to find and easier to navigate. This includes

the website and social media, things that are imperative to running a successful organization.

● Create a cohesive brand

● Establish a friendly feeling and easily accessible information for veterans seeking help

through easy to follow brochures.

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TOOLS + TACTICS

BRANDING

Branding is an essential step to the creative process in the marketing of any business, company, or organization. Fluid and cohesive materials for any brand are essential for a brand’s overall success. Updated materials such as new brochures, signage, stationery sets, color schemes, and logos will give Veterans Place a cohesive image that the audience will be able to be very familiar with in a very short period of time.

LOGO

The various gradients and patterns in the current logo create a busy look in the overall image that causes the logo to be hard to read. When the existing logo is printed in a black and white format with the existing various gradients and patterns the logo is even harder to decipher.

Suggestions for improvement to the logo include:

● Addition of military symbols ● Make the house the center point of the logo and simplify it ● Include “Helping Vets Help Themselves” (current slogan) on certain forms of the logo

depending on what deliverable it will be used on. ● Delete:

○ The circular hill ○ Horizon line ○ Chimney ○ “EST. 1996”

EXAMPLES

If the current logo is to remain as the main logo, the addition of a new color scheme is suggested to add to the existing logo in various formats.

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COLOR SCHEMES

It is suggested that Veterans Place update the colors on the existing Veterans Place logo and various deliverables including signage, banners, informational cards, and brochures, and all materials. This will provide a more cohesive lasting impact on viewers. People will begin to associate the look, feel, colors, and brand with Veterans Place. Patriotic colors that have a warmer undertone will make an impression on both veterans and the public. By using these hues on the various deliverables, the audience will get a welcoming and inviting impression of Veterans Place just by viewing the various materials.

GRAPHIC STANDARDS GUIDE

The graphic standards guide ensures the fluency of the brand and provides guidance for anyone in the organization who is using the logo, colors and fonts. It includes things like proper and improper treatment of the logo. It also includes acceptable color values to ensure consistency and acceptable fonts to use in correspondence with the logo on all documentation, signage, and promotional materials. When producing promotional materials, it is imperative that the CMYK values are used for print and the RGB values for everything used on the web. If these values are not selected properly, the colors will be distorted and the consistency of the brand identity may be compensated.

(Attachment E: Graphic Standards Guide)

STATIONERY SET

It is suggested a new stationery set be developed to include the new logo and ensure consistency. The stationary set includes a new business card, letterheads, and envelope.

OBJECTIVES

● Develop new stationary system that is consistent with new branding

The design for the stationery set revolves around the current logo of Veterans Place of Washington Boulevard. The colors used in the stationery set complement the logo and are consistent with the other print materials proposed. This stationary set is important because it will solidify brand identity.

(Attachment F: Stationery Set – business cards, envelopes, letterhead)

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EXTERIOR SIGNAGE

OBJECTIVES

● Develop two new banners for brand consistency ● Update signage in the front of Veterans Place building to be consistent with the

updated branding

Front Street Sign

The current sign in front of the facility is hard to see when traveling past. It is recommended that the main sign displayed in front of the facility be redesigned. It is important to incorporate the organization’s logo on as many signs and print materials as possible so the public associates it to Veterans Place. An illuminated light-box or backlit sign featuring the logo will draw people in and be more noticeable from the street. The subtle glow will make the logo stand out, even at night and on cloudy days. It is also recommended that the height of the sign be raised by several feet so it is above eye level as drivers go up and down the hill. This will draw attention to the facility by those driving by.

Welcome Home Banner

The signs and banner that are located behind the Veterans Place facility are plain and lack any indication they were designed by the organization.

The signage in the back parking lot doesn’t include the organization’s logo or color scheme. The following banners replace or complement what is currently being utilized to give the facility a more consistent look.

This design is for a 3’ by 4’ vinyl banner or sign to be displayed in the parking lot in the back of the facility. The purpose of this sign is to offer veterans a “welcome home” when they arrive at the facility. This design is more engaging and colorful than the current “welcome home” sign that is displayed on the parking lot fence. This banner is also consistent in its color scheme and aesthetic as the other print materials. Most importantly, it incorporates the current logo for the organization. The estimated pricing quote for this welcome home banner is $97.

(Attachment G: Welcome Home Banner)

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General Banner

Currently, there is a general banner displayed near the facility’s back entrance. The banner is too crowded and includes many different fonts and colors. It is recommended that a new 6’ by 3’ vinyl banner be developed to be displayed on the back porch of the facility. It offers the same color and design scheme as the rest of the proposed print materials. This general banner also features the current logo and is simplistic in its design. The estimated pricing quote for this general banner is $126.

(Attachment H: General Banner)

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PHOTOGRAPHY It is important for Veterans Place to have updated photos for their various social media platforms as well as any signage such as flyers, stickers, and brochures.

Currently, there are limited photos on the website. The only photo is a structured and posed staff photo. On social media, the Facebook page has the staff photo, logo, a few miscellaneous photos, and photos from events held at Veterans Place.

While it is important to keep taking photos of events held at Veterans Place to upload regularly to Facebook, it is also important to have quality photos of the staff, the veterans, and the facility that encompass the message, mission statement, and the general feeling of Veterans Place. The addition of new photos will help Veterans Place look more professional and make the organization more recognizable and identifiable to the public and to homeless veterans.

PHOTO SHOOT RECOMMENDATIONS

● Positive impressions of Veterans Place such as: o A welcoming impression o A feeling of “family” o Happiness o Hope o A positive journey o Positive rehabilitation

● Candid shots ● Headshots of the staff that aren’t as posed or staged ● Headshots of the veterans ● Updated pictures of the living areas and the facility ● A group photo that includes the staff AND veterans ● Outside shots

Two team members completed a photo shoot on March 7, 2016. The shoot was guided by the prepared shot list. Photos of the facility, staff, and veterans were taken. Veterans Place will have complete access to these photos to use at their discretion. For example, the photos can be used on any signage, promotional materials, social media pages, and the website.

SAMPLE PHOTOS

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WEBSITE

It is important to have an effective website because it provides around the clock access to information about Veterans Place. It is also cost effective to update and convenient for users.

OBJECTIVES

● Design and organize the website to be more professional, user-friendly, and easy to navigate

Veterans Place is currently working on a redesign its website. The following are suggested changes to the website.

Homepage Overview http://www.veteransplace.org

● Quick overview of what the website is about ● Simple layout ● Photo of the staff ● Navigation bar is simple

o No drop down menu o Search bar below navigation o Twitter, Facebook buttons at top right of page o Same photo runs behind the website

About Our Services Page http://www.veteransplace.org/about-us

● Photo with detailed depiction of what they do at top of page ● Details about the year started and what programs they have to offer ● Simple layout

FAQ Page http://www.veteransplace.org/faq

● Simple layout ● Discusses eligibility requirements, how to become a resident, do they offer weekend

services, etc Visit Our Facility Page http://www.veteransplace.org/directions

● Map location of the facility by Bing ● Business Hours located ● Phone number and email

Contact Us Page http://www.veteransplace.org/contact-us

● List of all staff with emails, job position, and phone numbers ● Simple Layout

Thanks Page

● Page thanking clients, residents, staff, partnering organizations, etc ● Simple layout

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WEBSITE REWRITE

The following provides a proofread and streamlined version of the copy that appears on the Veteran's Place website. Each page of the website was reviewed and edited as needed to reduce redundant content, and ensure that all information is organized. Additionally, updated statistics and graphics for the website are provided.

ABOUT Veterans Place of Washington Boulevard, or "Veterans Place," is an organization dedicated to ending homelessness among veterans in the Pittsburgh region. Working in partnership with the VA Pittsburgh Healthcare System and other organizations, we help facilitate veterans' transition from Homeless to Home, and provide the tools needed to become engaged, valuable members of their communities. We provide both a weekly Day Program and a live-in Transitional Housing Program. Our Homeless veterans Day Program runs Monday through Friday between 8:00am to 4:00pm (0800 to 1600). We operate a shuttle that picks up veterans at shelters throughout Pittsburgh and transports them here to our Service Center where we provide food, clothing, case management, referrals, drug and alcohol counseling, and mental health services. We are also able to provide other transportation support, including shuttle service for medical appointments and access to other community resources. By leveraging our own services with a variety of community partners to serve our clients, this program operates as our front line of services and a gateway to other programs and resources all over the Pittsburgh region. Our Transitional Housing Program provides 48 Veterans up to a 24-month stay in one of our 13 townhouses on Washington Boulevard. Veterans in this program receive case management, recovery support, clothing, an on-site food pantry, employment support, and other services designed to lead them toward self-sufficiency and successful independent living, with the goal of permanent housing being central. Over 80-percent of our clients graduate successfully, one of the highest rates in the region. At Veterans Place, we provide homeless veterans with an array of facilities and services that build long-term residential stability, employment, sobriety and self-determination. Through our own services and those delivered through a variety of community partnerships, we strive to be a full-service agency for all homeless veterans. For more information about Veterans Place and our services, contact us at (412) 363-0500 or info@veteransplace.org.

PROGRAMMING Our programming is specific to each individual case, however there are many commonalities throughout the programming. We work in a specific three-phase program; each phase has been engineered for success of the vet. Some of the groups each vet will participate in include: financial management, recovery concepts, medication management, resume building, and life skills classes. Each class is taught by a specially certified instructor and is also catered to each person. Veterans Place is a drug and alcohol free program; any use of drugs or alcohol inside or outside the program can result in dismissal from Veterans Place. Random drug and alcohol testing will be performed at the discretion of both VA and Veterans Place staff.

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VETERANS PLACE HISTORY Veteran's Place of Washington Boulevard was founded in 1996 in Larimer, a neighborhood in the East End of Pittsburgh. We changed locations in 2004, to our current location on Washington Boulevard. When we moved to our new facility, we added a 48-bed Transitional Housing Program. We serve veterans living in Pittsburgh's emergency shelters and on the streets through our Homeless veterans Day Program. We started out and remain a nonprofit organization that strives to help veterans help themselves. For the past 20 years, we have helped veterans with housing, substance abuse, PTSD, finding work and any other issue that is preventing them from living the life they sought out for when they first joined the service.

WHAT WE PROVIDE [Graphics]

[Link to I-VETS page]

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WEBSITE GRAPHIC + INFOGRAPHIC New website graphics and infographics for the Veterans Place website are essential to providing easy to read, clear information to the target audience. The color and design of the previous graphics on the website make it hard for the audience to comprehend and easily read the valuable copy. OBJECTIVES

● Develop two graphics:

○ program graphic ○ 2015 statistics for day program graphic

● Upload website graphics to website and social media accounts to increase awareness By creating a clean template with a warmer, more patriotic color palette that is consistent with the new branding, the information on the graphics can reach the audience much more efficiently. The audience will be able to get a quick, but insightful, look into Veterans Place when the informational graphics on the website are clean and concise. The new graphic for programming separates the programs into three categories of services, support, and messages so they are easy to read and comprehend. This graphic can also be used on social media and publications to the public. (Attachment I: Website Graphic) It is also important that there are updated statistics and figures on the website. This can be accomplished with an infographic. Currently, statistics for 2012 are displayed on the website. With the current figures and statistics of the 2015 day program, website viewers will be able to get a clear and quick impression of all of the help that Veterans Place provides to homeless veterans. There can be more impact on the audience when viewing an infographic that is an image rather than just copy. This infographic displays the different individuals that Veterans Place helps in its day program including individuals who have suffered from anxiety, depression, and drug and alcohol abuse. It also shows the number of individuals who have accessed food stamps and other resources through the day program. (Attachment J: Infographic) STAFF BIOS Staff bios were developed that features a short article based on survey results sent to Veteran's Place staff. These bios add a personal touch that doesn't appear in the current Veterans Place website. These can be added to the website, used on social media, or as press releases. The current website only lists names and numbers, without providing much information. The staff bios are an important professional tool to provide a face and make a good impression on the person who is connecting through digital or print means. (Attachment K: Staff Bios)

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SOCIAL MEDIA

Veterans Place of Washington Boulevard should enhance their brand awareness through social media. With the growth of a social media presence, Veterans Place can reach veterans, donors and spread information. This plan will allow the organization to diversify social media posts and identify ideal posting times. The following contains recommendations on content and organization for the Veteran's Place social media feeds. Included is a schedule of posts and suggested posting times as well as suggestions for both original and shared content. This is important for future clients and donors along with finding new followers, which will ultimately get the Veterans Place name out into the community.

OBJECTIVES

● Establish a following on LinkedIn with a network of approximately 300 by the close of

2016 ● Increase likes on Facebook from 587 to approximately 1000 in 6 months ● Increase followers on Twitter from 199 to approximately 500 in 6 months ● Consistently update both participants and veterans on daily activities and events

according to the schedule ● Establish a professional voice and facilitate friendly and meaningful conversation

within the platforms

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FACEBOOK OVERVIEW

● 579 likes ● 2-14 likes on posts ● Posting is consistent

FACEBOOK RECOMMENDATIONS

● Always post with a picture. ● Tell stories – from volunteers, veterans and others who have been affected by Veterans

Place. ● Timing of posts – for more charts on times to post on different social media channels, go

here: http://coschedule.com/blog/best-times-to-post-on-social-media/. ● Direct users to website when appropriate. More links should be provided in the posts both on

the sidebar and in the posts Below is a list of accounts to like on Facebook. These accounts should be followed because they offer similar services to Veterans Place. By liking these accounts Veterans Place can connect with other organizations that offer similar services.

List of accounts to like:

Bethlehem Haven Proud Haven Northside Common Ministries University of Pittsburgh, Office of Veterans Services

VA Pittsburgh Healthcare System Stars and Stripes VFW – Veterans of Foreign Wars USA Vietnam Veterans Inc. Pittsburgh

26

TWITTER OVERVIEW

● 199 following ● 136 followers ● Icon photo and header should be consistent with all social media platforms ● Message in bio is clear ● Inconsistent posting

TWITTER RECOMMENDATIONS ● Always post with a picture. As they help tell stories ● Post case studies from veterans, volunteers, staff and others who have been affected by

Veterans Place of Washington Boulevard

● Post around 12pm or later in the evening. For more information and charts on when to post, go here: http://coschedule.com/blog/best-times-to-post-on-social-media/

● Use hashtags (#), best way to get your

tweet recognized. A simple hashtag like #pittsburgh will help anyone looking up Pittsburgh to see tweets

● Suggested hashtags: #veterans, #pittsburgh, #veteransplace, #pgh, #endhomelessness, #helpingvets

● Use Bit.ly to shorten any link that is too long. Go to bitly.com and copy and paste the link into the Shorten bar at the top and it instantly gives a shorter link to use

Below is a list of accounts to follow on Twitter. These accounts should be followed because they offer similar services to Veterans Place. By following these accounts Veterans Place can connect with other organizations that offer similar services.

List of accounts to follow:

@LightofLife @DeptVetAffairs @VAVetBenefits @PittVetServices @LRiddickESPN

@RecruitMilitary @VetRealEstate @WeSoldierOn @VFWHQ @CityPGH

@Pittsburgh_Job_ @ccveteransjobs @CVAOhio @BethlehemHaven @VAPittsburgh

27

INSTAGRAM RECOMMENDATIONS

Start an Instagram account to post photos Use Instagram to advertise events, promote volunteering, spread the word about programs,

service, community activities, etc.

Article 1 gives tips on how to get started on Instagram and how to utilize it in the best way for nonprofits. Below is a summarization of the top 4 tips.

1. Before anything else, you have to commit 2. Balance consistency and quality 3. Tell a story 4. Call your visitors to action

Reference: http://wiredimpact.com/blog/instagram-for-nonprofits/.

Article 2 shares the idea that Instagram can be a powerful and emotional tool for nonprofits. This infographic from the article which is pictured to the left lets nonprofits know who’s on it, how to use it and the best way to utilize the social channel.

Reference: http://mediacause.org/infographic-instagram-for-nonprofits/.

28

LINKEDIN RECCOMENDATIONS

LinkedIn accounts for the employees were located, however, no account for Veterans Place

existed. It would be very beneficial for the organization to create a separate LinkedIn page

so there is a base that the employees can link to their personal pages. Veterans Place can

also use this platform to update with current information for prospective volunteers or

employees.

Steps to create LinkedIn account:

1) Sign into your personal LinkedIn profile

2) Select the "Interests" tab on the top right

3) Select "Companies" from the drop down box

4) Select the yellow "Create" button

From this point, you will have to enter the Company name, your email address at Veterans

Place, and verify that you are an official representative of the company and have the right to

create the page.

Why having a LinkedIn Company Page is important:

● It allows LinkedIn members to learn about your business, brand, and job

opportunities.

● Any LinkedIn member can follow a Company Page.

● The LinkedIn website gives helpful information on how to post company updates,

connect with other businesses, and even measure analytics, among other features

that will be beneficial to Veterans Place.

29

RECOMMENDED POSTING SCHEDULE It is recommended that Veterans Place post at least twice a week on Twitter and approximately four times a week on Facebook. This schedule would be subject to change due to any Veterans Place special events or activities.

SUNDAY Facebook & Twitter: what’s going on this week (change wording to make the posts different)

MONDAY Facebook: what’s new at Veterans Place of Washington Boulevard.

TUESDAY Day off unless something special is happening.

WEDNESDAY Facebook post: veteran or staff spotlight

THURSDAY Twitter post: what’s going on at Veterans Place (behind the scenes)

FRIDAY Facebook: what happened this week - what’s happening this weekend

SATURDAY If weekend activity is happening post accordingly

SAMPLE POSTS

This is an example of a post for Sunday or Monday.

A sample post for Wednesday. It is a spotlight of a veteran that has shared his/her story. This is where the case studies can be showcased.

A sample of a post for Thursday. Give some behind the scenes information about what Veterans Place services can do for a veteran.

30

SOCIAL MEDIA TIPS The following are some tips on how to utilize your social accounts in the best way possible. The infographics below give tips for social media for nonprofits. Both infographics are provided by BufferSocial. For more information and tips go to: https://blog.bufferapp.com/social-media-non-profit.

31

PUBLICATIONS

BROCHURES Veterans Place currently has three brochures in circulation. These brochures have inconsistent wording, color usage, and do not encompass the warm and welcoming feeling that should be portrayed.

OBJECTIVES

Reduce the current number of brochures to two new pieces Use an easy-to-distribute brochure that can reach the targeted audiences in a convenient

manner

It is suggested that two new brochures be developed: one for the general public and for the target population of the veterans themselves. The purpose of creating these brochures is to achieve greater awareness of the services Veterans Place provides. Despite the fact that the research indicates the general public knows about Veterans Place, there is a significant percentage of the homeless population of veterans who could greatly benefit from learning about the services this organization provides.

The brochures will be used in places like the VA hospital and homeless shelters that cater to the homeless population. The brochures will open in gatefold style. The suggested colors in the new graphic standards manual and will wear a cover with a house on each panel so that it appears that the doors open to give it that welcoming feeling. On the top of the inside middle panel of the brochure will be the slogan of the company “helping vets help themselves.” This will keep branding consistent while also retaining that warm feeling that is being projected throughout the other pieces. The general brochure will not only inform the public about the services Veterans Place provides, but also about other opportunities available. One of the most important pieces of information in the brochure is about donating to Veterans Place. The brochure explains where donations go and why they are important as a way to receive more donations from the public. The other piece of this puzzle falls in line with volunteering. The brochure includes general volunteering and internship opportunities. This can be very appealing to college students who are looking to gain experience and also take their time and put it towards a beneficial cause. After reading the brochure, a potential volunteer should know about the types of services Veterans Place provides and how he or she would fit into the larger picture. The hopes for making a brochure geared towards the veteran population is that they will be able to learn about Veterans Place and understand what kind of services they offer. It is important that they realize that this is something they need to choose to do and not simply a place where they will continue to lead a detrimental lifestyle. The motto of Veterans Place is "Helping Vets Help Themselves," which is a key factor in making the veteran and organization relationship successful and worthwhile. Creating language that informs the veteran that they will be in a secure and safe environment but also have to put forth effort themselves, is the goal of creating this brochure.

32

Cost of Printing Brochures

(Attachment L: General Brochure) (Attachment M: Veteran's Brochure) PROMOTIONAL CARDS It is suggested that wallet-sized (4” by 3”) promotional cards be developed as a quick and convenient way to promote the services offered and the organization.

OBJECTIVES

Develop promotional cards to target fifty new veterans in the next twelve months Distribute promotional cards to staff members Distribute promotional cards to homeless veterans and the general community

The purpose is to attract more homeless veterans to Veterans Place and raise awareness for the organization among the homeless population. The cards will be distributed to homeless veterans on the streets and shared with businesses that cater to the homeless veteran population, such as the VA Hospital and local shelters. The cards will also be distributed at community events. There are three different versions to the front of the card that feature pictures of veterans from Veterans Place. These different designs show the diversity of the organization’s participants. The back of the card includes information about the organization’s mission, the programs and services offered, and contact information. The tone of the card’s message is meant to encourage and inspire veterans to seek help, instead of expressing disappointment or shame. The cards depict Veterans Place as a compassionate and understanding environment where veterans can hold their heads high and gain confidence again. (Attachment N: Promotional Cards) CASE STUDIES Case studies are an excellent way to tell Veterans Place story in a personal way. Several case studies were written on alumni and participants in the program. These can be used in media relations, handed out at events or shared in other ways to provide insight into the experiences people have had at Veterans Place.

Each case study examines the experiences of an alumni of the Veteran's Place program and provides insight into the experiences they had at Veteran's Place, lending insight into what works and doesn't work in the program and what things can be implemented in the future.

This will be helpful to Veterans Place to analyze the programs that have been most useful for participants and former participants. It will also allow Veterans Place to gain some insight on specific veteran experiences and any improvements they think may help. (Attachment O: Case Studies)

Size: 8.5 x 11 Stock: 100lb Gloss Text Inks: 4/4 full bleed Bindery: Tri-Fold

500 = $245 1000 = $395

33

COMMUNITY EVENTS

Community events are important ways to put a face with a name in order to reach possible clients and future volunteers. The team put together an easy guide to events, a list of things needed for the events, and a list of events in the Pittsburgh area. These events have been picked because of their popularity in the area or the relevance to Veterans Place.

OBJECTIVES

● Add approximately 100 new email addresses after every event ● Create opportunities to interact with current or future clients or participants

The events range from a table and a tent at an event, to parades and brochure events throughout the year. Each has a slightly different setup.

Large Events

Large events are those that a pop up tent and table are needed for. Each event will most likely have a charge and will require a reservation for the table. These larger events give Veterans Place the opportunity to have tee shirts, pens, water and other giveaway items (See grab bag), along with items to win from a prize wheel and military-style games (push up contest). This will get the public involved and the Veterans Place name out in the area. There are also opportunities for small raffle items and gift cards, that can either be donated or purchased for the event to draw people to the table.

Suggested Events:

Regatta July 3, 4, 5, 2016 Contact: through the website’s contact form http://www.yougottaregatta.com/

Light Up Night Friday, Nov. 18, 2016 Downtown http://www.downtownpittsburgh.com/holidays

Home & Garden Show MARCH 4–13, 2016; TBA 2017 David L. Lawrence Convention Center Contact: pgh.home@verizon.net http://www.pghhome.com/

Remodeling Expo TBA 2017 David L. Lawrence Convention Center Contact: info@homeshowcenter.com http://www.homeshowcenter.com/

Pittsburgh RV Show TBA 2017 David L. Lawrence Convention Center Contact: robyoung3@frontiernet.net http://www.pittrvshow.com/

Pittsburgh Arts Festival June 3 – 12, 2016 Point State Park http://www.3riversarts/

34

Parades & Smaller Events

This is a great way to engage the veterans (past clients and current clients). The needs for parades are easy with a banner and brochures to hand out.

City Bicentennial Celebration July 9, 2016 Bicentennial Parade & Celebration Contact: pgh200@pittsburghpa.gov http://pittsburghpa.gov/mayor/200-PGH/index.html

Veterans Day Parade Saturday before Veterans Day Contact: through Facebook page https://www.facebook.com/pittsburghveteransdayparade/

Brochure Events

This event is the easiest, and requires almost no planning at all. Brochure events are simply going to popular places in Pittsburgh on a nice day and handing out the new brochures and hot cards to the public. Instead of hanging fliers everywhere, make it a personal experience by going to Market Square, South Side, the Strip District, and other largely traveled areas and hand out brochures and promo cards. Talk to the people that frequent the area, they may be able to get the word out to a new group of people.

AT EACH EVENT

● Table cloth (with or without the logo printed on it) ● Prize Wheel ● Laptop/ tablet/ email sign-up sheet ● Energetic and excited employees or volunteers ● Literature (2 brochures and promo cards) ● Grab bags (any bag with the logo printed on it) with fliers, pens, stickers and the

bracelet. ● Push-ups for a tee shirt (or any military style games)

GIVEAWAYS

● Prizes (tee shirts ($141.08 for 36), pens ($330 for 500), bracelets (the red and black), Water Bottles ($470.00 for 500) and any gift cards (local fast food or coffee places)

(Attachment P: Photos of Giveaway Prizes)

35

Research shows that giveaways are very successful to an organization’s participation in an event. The organization’s message and personal interaction are more likely to be remembered.

POSSIBLE THINGS TO ACQUIRE

● Pop up tent ● Table

Parade Gear

● Banner for Parades ● Polo shirts for the staff (particularly for outside events, gives the look of being a

team and being organized) ($274.28 for 36)

Large Scale Items

These are “large ticket items”, to get the crowd or homeless population interested.

● Gift cards ● FitBit ● Bikes ● TVs

These items could be done in a raffle at an all-day event, (the gift cards could be put on the prize wheel)

36

MEDIA RELATIONS

It is recommended that Veterans Place utilize more media relations in order to communicate its messages. The more exposure Veterans Place has within the community, the more it will build and maintain relationships with the public. Although the media landscape is changing and transforming more and more to the digital side, both digital and traditional media relations remain important. Therefore, the media outlets selected have access and audiences in both landscapes. This will ultimately spread the message of Veterans Place to a larger, more diverse demographic.

SUGGESTED MEDIA INCLUDES WHIRL Magazine’s 13 Under 30: WHIRL is Western Pennsylvania’s Premier Lifestyle Magazine. WHIRL approaches most adults in their prime purchasing years, between the ages of 18-49. Most readers are business owners, professionals, and homemakers, both urban and suburban. They distribute 12 issues per year. WHIRL provides behind-the-scenes look at all Pittsburgh happenings. The 13 Under 30 issue takes place each March, showcasing 13 young professionals in the PGH area who are inspiring individuals, experts in their fields, and helping to evolve the professional landscape of Pittsburgh. Rob Hamilton, has been nominated to the 2017 13 Under 30 class; results will be announced on chosen finalists in early spring 2017.

Facts and figures of WHIRL Magazine’s paper circulation:

● Readership-144,000

● Press Run-25,000

● Newsstands-300 in Pittsburgh

● Distributed to guest rooms-5,000 in

Pittsburgh hotels

Facts and figures of WHIRL Magazine’s web publishing:

● Page views per month-120,000

● Visitors per month-39,000

● Followers and likes on social media;

● Twitter-20,000+

● Facebook-12,000+

● Instagram-4,100+

● Edible Social-11,000+

Pittsburgh Today Live: PGH Today Live is a broadcasting segment: CBS Pittsburgh, CBS Local Media, a division of CBS Radio Inc. Pittsburgh Today Live on KDKA is hosted by Kristine Sorensen. Viewership averages 20,000 households per show. Marlon Ferguson to schedule interview with Producer, Jill Neely. LOCAL Pittsburgh: www.local-pittsburgh.com Online local Pittsburgh magazine that averages 700-1,000+ hits per article. Initial contact has been made with Rachel McCarren, staff writer, to write article about Veterans Place. Comcast Newsmakers: Features news and information from Pennsylvania. Provides unique local news platform to showcase local, state, federal officials, as well as community leaders. Segments are aired both locally and nationally. Locally, features are produced in over 45 markets in 25 states. On Facebook, Comcast Newsmakers has 1,479 likes. Marlon Ferguson to schedule interview.

37

CURRENT MEDIA LIST + CONTACT PERSONNEL These media personnel have been contacted and are aware of Veterans Place want to schedule interviews ● Rachel McCarren, Local-Pittsburgh: Rachelmariemccarren@gmail.com ● Liz Petoniak, WHIRL Magazine: lpetoniak@whirlmagazine.com ● Jill Neely, Producer Pittsburgh’s Today Live: jneely@kdka.com ● Sally Wiggin, WTAE reporter: swiggin@gmail.com ● Pittsburgh TribLIVE: tribliving@tribweb.com (Attachment Q: Talking Points for Media Interviews) MEDIA LIST A list of media key to Veterans Place has been compiled. Pittsburgh media should be contacted to schedule additional interviews, promote events, etc. (Attachment R: Media List) PRESS RELEASES Press releases are a useful way to share information, as distribution is fairly inexpensive, and coverage will help boost Veterans Place's visibility in the local Pittsburgh region. It is suggested that Veterans Place distribute a press release monthly to help keep publics informed of the important events taking place at Veterans Place. (Attachment S: Press Releases)

38

ATTACHMENTS

1

SURVEY: Alumni of the Program at Veterans Place of Washington Boulevard

Students from Point Park University are developing a full integrated marketing communication

plan for Veterans Place in an effort to get the word out about the great things Veterans Place

has to offer. The purpose of this survey is to gather important information from both past and

present participants and about Veterans Place’s programs services and marketing. Answers will

be used to provide guidance on the best marketing approaches to various audiences. All

participants will remain anonymous.

Please complete the survey by March 11, 2016. Thank you.

1. Describe Veterans Place of Washington Boulevard in three words

_________________________________

_________________________________

_________________________________

2. Did you seek assistance from other homeless programs before going to Veterans

Place? If so, which programs did you seek assistance from? If not, skip this question.

_____________________________________________________________________

_____________________________________________________________________

3. What services at Veterans Place were the most important to you?

Please rank with 1 being the most important.

Food pantry

Meal services

Counseling

Case management

Housing

Employment opportunities

Resume building

Life skills coaching

Financial management

Medical management

Other:

Attachment A: Alumni Survey and Results

39

2

4. How satisfied were you with the services provided at Veterans Place?

Very Satisfied

Neutral Not

Satisfied N/A

Food panty

Meal services

Counseling

Case management

Housing

Employment opportunities

Resume building

Life skills coaching

Financial management

Medical management

1

1

1

1

1

1

1

1

1

1

2

2

2

2

2

2

2

2

2

2

3

3

3

3

3

3

3

3

3

3

4

4

4

4

4

4

4

4

4

4

5

5

5

5

5

5

5

5

5

5

0

0

0

0

0

0

0

0

0

0

5. How long were you at Veterans Place?

Less than 1 month

2 – 5 months

6 – 11 months

1 year – 2 years

Over 2 years

6. How do you prefer to be contacted about veteran’s issues? (check all that apply)

Email

One on one

Direct mail

Phone call

Text message

Social media

Other________________

Attachment A: Alumni Survey and Results

40

3

7. Which social media platform(s) do you use? (check all that apply)

Facebook

Twitter

LinkedIn

Instagram

None

Other:

8. What is your gender?

Male

Female

Other

9. What is your age?

18-24

25-35

36-50

51+

10. In which branch of the United States military did you serve? (check all that apply)

Army

Navy

Air Force

Marines

Coast Guard

Other ______________________

Attachment A: Alumni Survey and Results

41

Alumni of Veterans Place Survey Results

Question 1: Describe Veterans Place in three words

Question 2: Did you seek assistance from other homeless programs?

Question 3: What services at Veterans Place were the most important to you?

Attachment A: Alumni Survey and Results

42

Question 4: How satisfied were you with the services provided at Veterans Place?

Question 5: How long were you at Veterans Place?

Question 6: How do you prefer to be contacted about veteran’s issues?

Attachment A: Alumni Survey and Results

43

Question 7: Which social media platforms do you use?

Question 8: What is your gender

Question 9: Age

Question 10: In which branch of the United States military did you serve?

Attachment A: Alumni Survey and Results

44

1

SURVEY: Veterans Currently in the Program at Veterans Place of Washington Boulevard

Students from Point Park University are developing a full integrated marketing communication plan for

Veterans Place in an effort to determine the best marketing tools to get the word out about the great things

Veterans Place has to offer. The purpose of this survey is to gather important information from both past and

present participants of Veterans Place’s programs. Answers will be used to gain insight regarding opinions of

the programs’ success and general demographic statistics. All participants will remain anonymous.

Would you take a few minutes to complete the following survey.

Surveys should be completed and returned to by March 11, 2016.

1. Describe Veterans Place in three words:

1. _____________________________

2. _____________________________

3. _____________________________

2. How did you hear about Veterans Place? Please check all that apply.

a. Brochureb. Word of mouthc. Internetd. Social Servicese. Advertisingf. VA referralg. Other referral: ______________

3. Which of the following services from Veterans Placehave you utilized?

Please check all that apply.

Food pantry Meal services Counseling Case management Housing Employment opportunities Resume building Life skills coaching Financial management Medical management Other: ________________

4. Please rank the importance in order from1 through 10 of the services you receivefrom Veterans Place.

Food pantry

Meal services

Counseling

Case management

Housing

Employment opportunities

Resume building

Life skills coaching

Financial management

Medical management

Other: _________________

5. How long were you homeless before coming toVeterans Place?

a. Less than 1 yearb. 1 – 4 yearsc. 5 – 10 yearsd. Over 10 years

6. Were you in a shelter before comingto Veterans Place?

a. Yesb. No

Attachment B: Program Veterans Survey and Results

45

2

7. Please circle how satisfied you are with the services at Veterans Place on a scale of 1 through 5. Very

Satisfied Neutral

Not Satisfied

Have Not Used

Food panty

Meal services

Counseling

Case management

Housing

Employment opportunities

Resume building

Life skills coaching

Financial management

Medical management

1

1

1

1

1

1

1

1

1

1

2

2

2

2

2

2

2

2

2

2

3

3

3

3

3

3

3

3

3

3

4

4

4

4

4

4

4

4

4

4

5

5

5

5

5

5

5

5

5

5

0

0

0

0

0

0

0

0

0

0

8. In which branch of the United States military did you Served? Please check all that apply.

a. Army b. Navy c. Air Force d. Marines e. Coast Guard f. Other: _______________

9. How do you prefer to be contacted about Veterans Place or veteran’s issues? Please check all that apply.

Email One on one Direct mail Phone call Text message Social media Other: ____________________

10. Which social media platform do you use? Please check all that apply.

Facebook Twitter LinkedIn Instagram None Other: _________________

11. What is your gender?

a. Male b. Female c. Other

12. What is your age?

a. 18-24 b. 25-35 c. 36-50 d. 51+

Attachment B: Program Veterans Survey and Results

46

Veterans Currently in the Program Survey Results

Question 1: Describe Veterans Place in three words

Question 2: How did you hear about Veterans Place?

Attachment B: Program Veterans Survey and Results

47

Question 3: Which of the following services from Veterans Place have you utilized?

Question 4: Please rank the importance of the services you receive from Veterans Place

Question 5: How long were you homeless before coming to Veterans Place?

Question 6: Were you in a shelter before coming to Veterans Place?

Question 7: Please circle how stratified you are with the services at Veterans Place

Question 8: In which branch of the United States Military did you serve?

Question 9: How do you prefer to be contracted about Veterans Place or veteran’s issues?

Question 10: Which social media platform do you use?

Question 11: Gender

Question 12: Age

Attachment B: Program Veterans Survey and Results

48

SURVEY: Veterans Currently Homeless

I am a student at Point Park University. We are conducting a survey to gain insight regarding veterans in the Greater Pittsburgh Area. Information collected via this survey will be used to develop marketing and communication plan for Veterans Place of Washington Boulevard.

Can I ask you a few questions?

Qualifying Question: Are you a veteran?

If participant is not a veteran: thank you for your time. You are not qualified for this survey.

Veterans Place of Washington Boulevard, commonly referred to only as “Veterans Place,” is an organization

dedicated to ending homelessness among Veterans in the Pittsburgh region. By providing a program to help

veterans help themselves and working in partnership with the VA Pittsburgh and other organizations they help

facilitate Veterans’ transition from homeless to home, and provide the tools they need to become engaged,

valuable members of their community.

1. In which branch of the United States military didyou serve?

Check all that apply.

Army Navy Air Force Marines Coast Guard Other: ______________

2. Have you heard of Veterans Place before?If so, how did you hear about it?Check all that apply

If not, please skip to question #4

Brochure Word of mouth Internet Social Services Advertising VA referral Other: ______________

3. Do you know what services Veterans Place offers? Please check all that you are familiar with

Food pantry Meal services Counseling Case management Housing Employment opportunities Resume building Life skills coaching Financial management Medical management Other: ________________

4. What services are important to you?Please rank from 1 through 10.

Food pantry

Meal services

Counseling

Case management

Housing

Employment opportunities

Resume building

Life skills coaching

Financial management

Medical management

Other: _________________

Attachment C: Current Homeless Vets Survey and Results

49

2

Thank you for participating in this survey.

5. Please indicate how the beneficial the following services would be to you on a scale of 1 through 5. Most

Beneficial Neutral

Not Beneficial

Food panty

Meal services

Counseling

Case management

Housing

Employment opportunities

Resume building

Life skills coaching

Financial management

Medical management

1

1

1

1

1

1

1

1

1

1

2

2

2

2

2

2

2

2

2

2

3

3

3

3

3

3

3

3

3

3

4

4

4

4

4

4

4

4

4

4

5

5

5

5

5

5

5

5

5

5

6. How long have you been homeless? _____________________________ 7. How do you prefer to be contacted about veterans or homeless services? Please check all that apply.

Email One on one Direct mail Phone call Text message Social media Other: ____________________

8. Which, if any, social media platform do you use? Please check all that apply.

Facebook Twitter LinkedIn Instagram None Other: _________________

9. What is your gender?

Male Female Other

10. What is your age?

18-24 25-35 36-50 51+

Attachment C: Current Homeless Vets Survey and Results

50

Veterans Currently Homeless Survey Results

Question 1: In which branch of the United States military did you serve?

Question 2: Have you heard of Veterans Place before?

Question 3: Do you know what services Veterans Place offers?

Question 4: What services are important to you?

Question 5: Please indicate how beneficial the following services would be to you

Question 6: How long have you been homeless?

Attachment C: Current Homeless Vets Survey and Results

51

Question 7: How do you prefer to be contacted about veterans or homeless services?

Question 8: which, if any, social media platform do you use?

Question 9: Gender

Question 10: Age

Attachment C: Current Homeless Vets Survey and Results

52

1

SURVEY: Veterans Group at Point Park University

Students from Point Park University are developing a full integrated marketing communication

plan for Veterans Place in an effort to get the word out about the great things Veterans Place

has to offer. The purpose of this survey is to gather important information from both past and

present participants and about Veterans Place’s programs services and marketing. Answers will

be used to provide guidance on the best marketing approaches to various audiences. All

participants will remain anonymous.

Would you take a few minutes to complete this survey and return it by March 11, 2016?

Thank you.

1. Have you heard of Veterans Place of Washington Boulevard?

If so, how have you heard about it?

If not, skip this question.

Brochure

Word of mouth

Internet

Social Services

Advertising

VA referral

Other:

2. What veteran’s services are important to you?

Please rank from 1 through 10.

Food pantry

Meal services

Counseling

Case management

Housing

Employment opportunities

Resume building

Life skills coaching

Financial management

Medical management

Other:

Attachment D: Student Veterans at Point Park University Survey and Results

53

2

3. How the beneficial do you believe the following services are to a homeless veteran on

a scale of 1 through 5.

Very Beneficial

Neutral Not

Beneficial Food panty

Meal services

Counseling

Case management

Housing

Employment opportunities

Resume building

Life skills coaching

Financial management

Medical management

1

1

1

1

1

1

1

1

1

1

2

2

2

2

2

2

2

2

2

2

3

3

3

3

3

3

3

3

3

3

4

4

4

4

4

4

4

4

4

4

5

5

5

5

5

5

5

5

5

5

4. Have you ever received veteran services due to homelessness? If so, which ones did

you receive? (check all that apply) If not, please skip to question #6

Other: ________________

5. Please provide the name(s) of the facilities where you received these services.

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

Food pantry

Meal services

Counseling

Case management

Housing

Employment opportunities

Resume building

Life skills coaching

Financial management

Medical management

Attachment D: Student Veterans at Point Park University Survey and Results

54

3

6. How do you prefer to be contacted about veteran’s services? (check all that apply)

Email

One on One

Direct mail

Phone call

Text message

Social Media

Other________________

7. Which social media platform do you use? (check all that apply)

Facebook

Twitter

LinkedIn

Instagram

None

Other: _____________

8. What is your gender?

Male

Female

Other

9. What is your age?

18-24

25-35

36-50

51+

10. In which branch of the United states military have you served in? (check all that apply)

Army

Navy

Air Force

Marines

Coast Guard

Other: ___________

Attachment D: Student Veterans at Point Park University Survey and Results

55

000

Attachment D: Student Veterans at Point Park University Survey and Results

56

Attachment D: Student Veterans at Point Park University Survey and Results

57

Attachment D: Student Veterans at Point Park University Survey and Results

58

Veterans Place of Washington Blvd. Graphic Standards Guide

Attachment E: Graphic Standards Guide

59

The graphic standards ensures fluency within the brand. Having your publics be able to recognize your brand is essential to retaining fluidity within your program. It includes information on, the proper treatments of the logo, acceptable color values to ensure consistency, and acceptable fonts to use in correspondence with the logo on all documen-tation, signage, and promotional materials. When producing promotional materials, it is imperative that the CMYK values are used for print, and the RGB values for everything used on the web. If these values are not selected properly, the colors will be distorted and the consistency of the brand identity may be compromised.

The Importance OF Graphic Standards:

Color Theory:

The colors selected for the graphic standards were based on a few ideas. First is the im-portance of including a patriotic feeling throughout all materials. This is to ensure that the veterans can feel a sense of pride in their participation with this program.The second is the warmness and acceptance that is throughout the establishmant. Keeping these tones warmer rather than the typical vibrant red white and blue will raidate a sense of belonging throughout the materials.

Attachment E: Graphic Standards Guide

60

The logo is to appear exactly as displayed. with “x” amount of staging space between it and any text of other objects. This is important so that the logo remains read-able and adheres to the visual standards of the guide.

Staging space:

Colors:

The logo is to be used with correspon-dence of these colors in addition to the colors being used in the logo.

R: 79 C: 36G: 6 M: 97B: 26 Y: 79

K: 58

R: 59 C: 88G: 98 M: 43B: 97 Y: 57

K: 24

R: 147 C: 45G: 164 M: 28B: 210 Y: 1

K: 0

R: 37 C: 100G: 51 M: 87B: 88 Y: 38

K: 30

R: 91 C: 74G: 105 M: 58B: 142 Y: 24

K: 4

X

X X

X

X

Acceptable fonts to use with logo:

Arial Myriad ProMyriad Pro condensedMyriad pro condensed boldAbadi MT Condensed Extra Bold Abadi MT Condensed Light

Attachment E: Graphic Standards Guide

61

Proper/Improper Treatment:

Do not stretch:

Do not crop:

Do not tilt or change direction:

Attachment E: Graphic Standards Guide

62

Front of business card:

Back of business card (plain layout):

Back of business card (standard Veterans Place card):

Back of business card (example):

Letterhead option #1 (plain layout): Back of business card (example #1):

Attachment F: Stationery Set

63

Back of business card (general):

Letterhead option #2 (plain layout):

Back of business card (example #2):

Back of business card (example):

Attachment F: Stationery Set

64

Envelope:

Attachment F: Stationery Set

65

VETERANS PLACE

OF WASHINGTON BOULVEVARD

MARLON L. FERGUSON EXECUTIVE DIRECTOR

mlferguson@veteransplace.org

Dear insert name here,

Lorem ipsum dolor sit amet, donec morbi justo ultricies venenatis lectus metus, nunc velit vitae sed et, vel risus quam nulla, facilisis in mantes, quisque nulla lobortis. Velit at sit, sed nullam, diam libero,et, enim eras. Tartar lea fusee posuere, pede sed sed sed, facilisi orci donec, nam dictum mi vestibulum. ntesque iaculis nibh dis, eleifend arcu vitae aliquam quis ante, dui tempor dui, wisi justo ullamcorper Mallis neque bibendum erat, feugiat hac fringilla, consectetuer pellentesque mi suscipit.

Nulla suscipit, Vivamus lorem consectetuer duis, justo quam pellentesque sapien dis libero, congue sagittis dis, at ve Lorem at nisl. Non parturient egestas. Egestas duis pellentesque. Arcu porta risus, eu in nullam tellus, sollicitudin ridiculus risus egestas. Quam tempor lea orci lacinia faucibus eras, tempor iaculis, non pl atea wisi sed curabitur. Sapien mi lectus scelerisque wisi, dui maecenas tempor in ante.

Lorem consect, libero erat adipisicing erat amet, ipsum id ac lea dictum non vel. Adipiscing mauris vitae lea pellentes, id pede sapien sit adipiscing, tincidunt mauris mi vel phasellus doloribus, cupiditate faucibus tempor ha itasse, risus maecenas. Sed tellus, sociis sed eras, lacinia rutrum per id. Gravida vestibulum ut nibh au, est ullamcorper arcu, nam interdum suscipit dictum eleifend nam amet, penatibus non tempor quis tur. Lorem ipsum dolor sit amet, donec morbi justo ultricies venenatis lectus metus, nunc velit vitae sed eras et, vel risus quam nulla, facilisis in mantes, quisque nulla lobortis. Velit at sit, sed nullam, diam libero,et, enim eras. Tartar lea fusee posuere, pede sed sed sed, facilisi orci donec, nam dictum mi vestibulum.

Sincerely, Marlon Ferguson

Veterans Place of Washington Boulevard 412-363-0500 945 Washington Boulevard Pittsburgh, PA 15206

Attachment F: Stationery Set

66

Attachment F: Stationery Set

67

Attachment F: Stationery Set

68

Attachment G: Welcome Home Banner

69

Attachment H: General Banner

70

�VETERANS PLACE

@

MEALS

OF WASHINGTON BOULEVARD

We help veterans transition from I HOMELESS to HOME

by providing:

@

RECOVERY SUPPORT

@

PRIDE

CLOTHING MENTAL HEALTH SUPPORT RESPECT

GROCERIES EMPLOYMENT ASSISTANCE STABILITY

TRANSPORTATION FINANCIAL EDUCATION CAMARADERIE

PARTNER REFERRALS CASE MANAGEMENT SELF-SUFFICIENCY

In the 2015 Day Program, we helped:

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• Individuals helped who suffered from drug and alcohol abuse

e Individuals helped who suffered from depression

• Individuals helped who suffered from anxiety

Individuals provided with access to food stamps

• Individuals provided with access to clothes, toiletries, and other resources

Attachment I: Website Graphic

Attachment J: Infographic

71

SUBJECT NAME TITLE (ALUMNI/STAFF)

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed dapibus metus a odio eleifend euismod. Quisque eleifend quam quis mi efficitur, a consectetur nulla condimentum. Curabitur at lorem nunc. Duis semper ante tempor massa rhoncus efficitur ut hendrerit erat. Cras fringilla nunc nec eleifend gravida. Aenean id purus eu tellus dignissim cursus id varius metus. Sed accumsan sed sem eget vehicula. Ut lobortis est ut ex commodo, id volutpat nisi varius. Donec ut ante ut tortor suscipit egestas ut non nibh. Duis semper ullamcorper sollicitudin. Curabitur nisl magna, faucibus ut dui et, imperdiet semper odio. Sed malesuada leo ut ligula pharetra mattis. Morbi lacus odio, tincidunt id iaculis non, ultricies sit amet orci. Quisque sit amet velit quis sapien fermentum ultrices. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Quisque diam nulla, porta quis tortor non, tristique lobortis magna.

Mauris dignissim placerat semper. Pellentesque blandit pellentesque neque sed semper. Sed eget orci tempor neque faucibus suscipit. Donec id odio ut elit hendrerit auctor eget ut ante. Sed vitae sollicitudin metus, et tincidunt libero. Vestibulum in mauris in nibh hendrerit interdum non et metus. Cras et purus nisl. Fusce sed pulvinar metus. Maecenas tellus ligula, ultricies vel malesuada nec, interdum ac lorem. Etiam sed mauris eu augue maximus semper. Sed suscipit urna est, sed pretium nunc maximus a. Maecenas laoreet odio sit amet justo interdum, et luctus lectus mollis.

Etiam justo dui, posuere eget tristique laoreet, mattis vitae ligula. Pellentesque imperdiet nunc eget rutrum hendrerit. Praesent eget aliquet mi. Proin non felis sapien. Donec blandit eros mi, a aliquet lectus rutrum eget. Vivamus venenatis pharetra augue, sit amet dignissim neque eleifend vel. Suspendisse eu dui placerat, iaculis magna vitae, sagittis leo. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas.

Attachment K: Staff Bios

72

Bill Young Transitional Housing Care Manager

Bill has served 12 years in the USAR as a combat

engineer. He has always had a passion for serving his

country, and now through Veterans Place he is able to

continue serving a community greater than himself. He

is proud to be a part of the transition process for the

many veterans that cross his path and enjoys knowing

that he has a hand in helping veterans rebuild

themselves and their futures.

Attachment K: Staff Bios

73

Cathy Komorowski Case Manager

Cathy has worked in outpatient drug and alcohol/mental

health facilities for over 18 years. She has served many

populations, from inmates at the Allegheny County Jail to

the Western Penitentiary. Her uncles’ involvement in the

Army and Navy allowed for her natural transition to an

organization that helps veterans. She enjoys being able

to bring her own experiences to the table to try and help

veterans with their own struggles.

“Most people do not understand the transition from serving to

civilian life, and therefore do not understand the unique struggle

that our fellow countrymen and women go through. I enjoy

being of assistance to this deserving population.”

Attachment K: Staff Bios

74

Jesse Smith Emergency Medical Technician

Jesse is a volunteer firefighter and also a volunteer for

the Westmoreland County Animal Rescue Team. He

served in the Navy in Operation Iraqi Freedom; his uncle

is a retired Navy veteran, and his father, a retired Army

veteran. He hoped to see the world and make a better

life for himself when joining the military, and now he is

able to continue that desire through the work at

Veterans Place.

“The mission is on our minds daily and most important to

what we strive for as a team.”

Attachment K: Staff Bios

75

Lauren Mitchell Operations Assistant

While Lauren has not personally served, her ties with

the military are close to her heart; her grandfather and

brother-in-law are both veterans and two cousins of hers

are on active duty. For this reason, along with her

desire to help “an underserved population,” she was

attracted to Veterans Place. Her bachelor’s degree from

Temple University has allowed her to accept this

position, in which she assists the Director of Operations

and the Executive Director in day-to-day tasks and

long-term projects.

“Helping homeless veterans in the Pittsburgh area is helping the Pittsburgh

community as a whole.”

Attachment K: Staff Bios

76

Marlon Ferguson Executive Director

Marlon has experience with over 25 years in leadership

positions. After attending the University of Pittsburgh on

an athletic scholarship for basketball, Marlon enlisted in

the United States Navy for seven years. He completed

fire control training and Tomahawk Cruise Missile

Operator and Technician training. He led the All-Armed

Forces Basketball Team to compete in an international

championship during his service.

Marlon took over Veterans Place in 2013, allowing him to

execute his main belief in life: that our greatest gift is to

help others. Marlon established the “Helping Vets Help

Themselves” motto to illustrate his dedication to his

position and the work that his organization does for his

fellow brothers and sisters.

“Our team at Veterans Place is committed to providing the very

best to the veterans we serve and to each other.”

Attachment K: Staff Bios

77

Monica Robinson Finance Manager

Monica holds a Bachelor of Science degree in

Accounting and Business Information Systems. Since

1986, she has worked in accounting positions in a

variety of industries. Her father served in the Navy

during World War II, giving her a curiosity for helping the

homeless veteran population. She enjoys the

opportunity to put her excellent skills to good use for the

benefit of the organization.

“The mission is on our minds daily and most important to

what we strive for as a team.”

Attachment K: Staff Bios

78

Rob Hamilton Director of Operations

Rob’s involvement in the military, along with his

brothers’ involvement, has given him a passion for

helping fellow veterans. Rob has an extensive

background, serving in the Army National Guard as a

Military Police Officer and as a patrolling officer in Camp

Shelby Mississippi. Rob’s experience working in

diagnosis facilities has helped him prepare to assist in

human services, facilitating drug addiction, mental

health, and behavioral modification programs. He is also

excited about the transformation that Veterans Place

facilities is undergoing.

“We will never turn our backs on veterans, nor will we stop

being the voice for so many who can’t speak for themselves.”

Attachment K: Staff Bios

79

Veterans Place of Washing-ton Boulevard is a welcoming community where veterans are able to seek help and guidance from a qualified staff.

The homeless population in Pittsburgh is largely comprised of veterans, and our goal is for them to have a safe place where they can turn their lives around.

Our mission statement is tohelp “veterans help themselves” through innovatively teaching and guiding our veterans to live happier and healthier lives.

Many of our team members are vet-erans themselves. What better way to connect with this population than by having a common experience?

Get Involved!Veterans Place is a great place to volunteer your time. We offer experiences for stu-dents and comunity members seeking to donate their time.

Any qualified individual can organize a therapy work shop for our veterans for anything from art to music therapy. We’re always interested in implementing new and innovative programs to ensure the growth of our veterans.

We have a unique number of opportunities and services for each of our participants. Some of them include:

Overnight Accommodations

Free Meals

Community Programs

Job Interview Assistance

Life Planning Assistance

Rehabilitation Clinics

Creative Therapy

A Strong Support System

Helping Vets Help Themselves

Support Our Mission

Veterans Place is important to the Pittsburgh community and needs your

help to continue its services.

If you are interested in donating, volunteering, or want more

information, please visit our website

www.veteransplace.org

Our Services

Attachment L: General Brochure

80

Our Mission Veterans Place of Washing-ton Boulevard is a welcoming community where veterans can seek help and guidance from a qualified staff.

We find the notion of going from hero-status to on the streets a too common reality of serving in the military. We can alleviate this problem by offering our care and guid-ance to get veterans back on their feet.

Our motto may be simple, but its strength is mighty. Not every organization is dedicated to helping fix the issues facing their population. Veterans Place of Washington Boulevard is ready and will-ing to offer that support, but only if the veteran wants that support as well. We do not just offer a warm bed and hot meal, but also provide many more services that ultimately allow for veterans to experi-ence a quality life again.

We have a unique number of opportunities and services for each of our participants. Some of them include:

Overnight Accommodations

Free Meals

Community Programs

Job Interview Assistance

Life Planning Assistance

Rehabilitation Clinics

Creative Therapy

A Strong Support System

Helping Vets Help Themselves

Our Services

Many of our team members are veterans themselves. What better way to connect with this population than by having a common experience?

Attachment M: Veteran Brochure

81

We are Here to HelpFor more information, please visit our

website

www.veteransplace.org

Attachment M: Veteran Brochure

82

Attachment N: Promotional Cards

83

Attachment N: Promotional Cards

84

After being forced to let his home go, attempting suicide, and recovering from an alcohol addiction, a veteran of the Army describes the Veterans Place program as an opportunity, a blessing, and a savior.

Rodney Casterlow is a 60-year-old veteran who served on active duty starting in 1975. He was stationed in Korea, Germany, Oklahoma, Kentucky, New York and Massachusetts during his nine years in the Army.

After leaving the army, his addiction quickly took over his life and caused him to choose alcohol over everything else.

“I always had a house, but I was choosing alcohol over keeping up my house. I let the roof go until it was going to cost me $15,000 - $20,000 to fix it. They came and said they were going to condemn my house,” said Rodney.

He realized that he really needed help after a suicide attempt.

“I got drugs from someone. I got Oxycontin and Xanax and basically tried to kill myself, but I woke up,” said Rodney.

Shortly after, his home was torn down with all of his possessions inside.

“I left everything in my house, the TV, everything. I wasn’t worried about material stuff; I had to worry about my health,” said Rodney.

Before finding Veterans Place of Washington Boulevard, Rodney sought help for his addiction to alcohol at the Center for Treatment of Addictive Disorders (CTAD). This program helps veterans with addiction issues ranging from drugs and alcohol to prescribed medications and other substances.

“I was there for six months. Some people only stay for 28 days, but I knew if I left I would have gone out and bought a bottle the next day and I didn’t want that,” he said.

Rodney graduated from the CTAD program six months ago, and went straight into transitional housing at Veterans Place where he has lived for six months.

“I know a lot of veterans who told me to go to the VA but they set me up in transitional housing at Veterans Place,” said Rodney.

Rodney Casterlow

Attachment O: Case Studies

85

He describes a typical day at Veterans Place as an opportunity to give back to the community and better oneself through classes. He walks five miles a day, volunteers at a dog shelter, and enjoys going to Pittsburgh Pirates games.

He says the staff at Veterans Place are extremely helpful when it comes to job searching and resume building. He feels a strong connection with his EMT because he helps him with his medicine and overall health.

“The counselors here are good and honest. They don’t tell you what you want to here; they tell you what you need to know,” he said.

Rodney is passionate about cooking and is working as a chef at the William Penn Hotel. He has been sober for a year, and is mending relationships with his brothers and sisters. He plans to stay on this path and get more involved with his grandchildren.

“I thought I didn’t have a problem. When you have an addiction, you don’t see what everybody else sees,” he said.

Looking forward to his graduation from Veterans Place in 2017, Rodney was optimistic about his future. He feels that he is ready to get back out into the real world.

“When I get out of here, I’m going to get a pet,” he said.

He explains that Veterans Place has impacted him positively overall, and he views it as a blessing.

“Veterans Place will save your life if you really take advantage of it,” Rodney said. “I knew I needed it because I was drinking myself to death.”

Attachment O: Case Studies

86

Fred Blood is from Conneaut Ohio and served in the U.S. Army from 1988-1992. After moving to

Pittsburgh he completed rehab and enrolled in the Domiciliary Care Program at the VA Hospital in

Aspinwall, PA. The Domiciliary Program helped Fred gain information about Veterans Place. With that

information he knew Veterans Place was his first choice. He has now been at Veterans Place since

mid-December of 2015.

While at Veterans Place he has completed Phase 1 of his meetings and met with bank representatives

and is now signed up with Pittsburgh Cares. Fred also uses the food bank and attends library meetings

thanks to his case manager.

Being in contact with his case manager, Bill Young is important to him not only because they share a

love for Pearl Jam but because he doesn’t hang out too often at Veterans Place and that connection

helps him stay involved.

He keeps busy outside of Veterans Place by volunteering at the Carnegie Library, attending A.A.

meetings, and starting his new job. Just last month he landed a job at the Whitefield at Ace Hotel in

downtown Pittsburgh.

Thanks to Veterans Place Fred was able to build the foundation that he needed to become the man he

knew he could be.

Fred Blood

Attachment O: Case Studies

87

Mike Mehalko is an army veteran who served in active duty as an airborne medic. Sadly, his marriage

started to fall apart after his return from duty. His estranged wife falsely accused him of abuse on

multiple levels. He admits that he raised his voice on a few occasions, but that he would never harm

his wife or children.

When these false allegations of abuse were filed, Mike lost custody of his three daughters. After being

ejected from his home, losing the primary custody of his children, and having his bank accounts raided

by his estranged wife, Mike knew he needed help.

At 45, he was deemed homeless. He spent a week or so on a friend’s couch, followed by sleeping in

his car. He first sought the help of Veterans Place on October 4, 2015. He was able to visit the facility

just two days later when Cathy Komorowski, transitional housing case manager, called him in for an

interview. He was accepted into the program and eligible for housing on October 7.

Mike’s unfortunate experience is an example of how certain court systems tend to favor the protection

of women in most cases. More than 97% of spousal abuse charges are dropped each year in America’s

court system. However, for Mike, his battle has serious consequences; he is unable to see or speak to

his children without the presence of a designated court official.

“I need to deal with and grow from these issues. There have been times where I have a break with

reality; where I have truly felt despair and hopelessness. If it wasn’t for my kids, I am not sure I would

still be here,” he said.

Mike argues that his children need their father. One of his children suffers from selective mutism and

has trouble communicating in certain stressful situations due to the anxiety disorder, most likely brought

on by the current familial situation.

It hasn’t been a simple transition for Mike. Yet, things are certainly looking up. He has just landed a

new job in his field of nursing.

He is thankful for all that Veterans Place has given him; it gave him some time to get on his feet and

find some “breathing room”, as he describes it. He reflected that the housing has been the most

beneficial program. “I was in a bad place psychologically and emotionally,” Mike said. “Veterans Place

helped tremendously with getting me un-stuck.”

Mike Mehalko

Attachment O: Case Studies

88

Mike wishes to empower other male veterans and wants them to know it is okay to ask for assistance.

“Boys are conditioned to suck it up and be a provider, but I want to work on reversing this stigma,” he

said.

If Mike had to describe Veterans Place in three words, he would call it a place that is “supportive, caring,

and ultimately, inspiring.” He knows that with the help of Veterans Place, he will learn again just what

the service teaches; “you have to crawl before you walk, and accept that for now, you are in the crawl

space stage.”

Attachment O: Case Studies

89

When Chris Sekula, 32, completed his last tour in the U.S. Army, he found himself without a place to

call home. While studying for his second master’s degree, Chris managed to stay with his family in

order to save money.

“I didn’t consider myself homeless. I was living with my family at the time,” Chris said. “After I just got

out, I was planning my next move, going to school.”

However, suffering the economic decline, he struggled, like many others, to get by. Forced to quit

school due to financial difficulties, Chris focused on establishing a career. Things took a turn for the

worse when he ended up in the hospital. It was then, during his stay, case managers from Veterans

Place of Washington Boulevard visited Chris, giving him an application for the residential program.

“They interviewed me,” Chris recalled, “and thought that it would be a good place for me.”

Since entering the residential program in early June 2015, Chris has been able to utilize the

employment assistance that Veterans Place offers. Employment can be difficult to come by, and

Veterans Place has helped Chris secure jobs, including a temporary insurance agent position at

American Income Life.

“I had a number of sales jobs; the goal is always to get stable employment,” said Chris. “I think that is

kind of my turning point, especially now since I am getting calls and I recently had a temporary position.”

While Chris is currently between jobs, he stays hopeful. He details a typical day at Veterans Place,

which starts off with him rising early and checking the computer for any messages, including newly

posted jobs in the area. He also participates in the daily group activity.

Veterans Place has also helped Chris understand and obtain other veteran benefits that he was not

aware he was privileged to. There are a number services that were not expressively mentioned to him,

even though he was a veteran, such as benefits available to him from the VA.

“No one tells you these things,” Chris explains, “you kind of have to stumble upon them, and this

program helps.”

Chris Sekula

Attachment O: Case Studies

90

It was not until being in the program for a couple months that Chris came to the realization that important

information only spreads by word of mouth and there is little organized to help assist them. That is why

programs like Veterans Place are important.

“I realize that some have encountered hard times,” Chris comments on his willingness to help out other

veterans having difficulties in the future, “I have fostered good friendships, and due to circumstances,

some just get into a bad situation, and as long as they are trying, I’d be willing to help.”

Chris describes Veterans Place as an affordable, accessible and focused on community awareness. If

it was not for Veterans Place reaching out to Chris, the possibility of him stumbling upon this program

is unfortunately slim. And according to Chris, that should change. Veterans Place, to him, is an

important resource that is helping him succeed in life.

Attachment O: Case Studies

91

In February of 2013, Paul Musser, an Army Veteran, decided he wanted to get his life back on track. Struggling with drug addiction and dealing, the time came for Paul to become the father and person he’s always wanted to be, and Veterans Place was the right fit. Paul was in the Army from 1978 to 1982. He is strong-willed and in a good place until he eventually looked to dealing marijuana. Paul lived in Butler, PA for ten years, eventually losing touch with friends from his 12-step recovery program. He felt he was in a low place, but realized he needed to change to improve the relationship with his 26-year-old son. A unique part of Veterans Place that Paul particularly enjoyed was its staff. While he enjoyed the program’s adaptability, the staff was exceptional. “Marlon was awesome, and Sean Clackin, my case manager, went above and beyond what I expected. Not just for me, but for everyone.” Paul was able to find a lot of success within the program, in particular with volunteering. After his residency from 2013 to December of 2015, Paul put in over 1,500 hours of volunteer work within the organization. Even though he’s graduated from Veterans Place, he works part time as their technician. Paul is proud of his Mercy hospital internship and soon-to-be state certification that will help him find new employment once his time with Veterans Place comes to a close. He appreciates their efforts to get him ready to enter the workforce. “Veterans Place helped give me security while making these changes,” he said.

The experience of Veterans Place was a life-changing one. As Paul says, “There’s no simple solution to any person who comes in.” He recognizes that the mission of Veterans Place of “Helping Vets Help Themselves” is very important. When asked when he knew that the organization’s efforts were working, Paul replied, “I knew I would make it work.” The importance of the individual’s drive to change is just as important as the care provided.

The hope that more veterans in need will attend Veterans Place is in the core of this organization. Take it from Paul, who adored his time there that this is a great place to be. “The staff acts like they’re giving a hand up, not a hand out,” Paul says, illustrating why the hope to “empower” veterans is continuously a successful endeavor.

Paul Musser

Attachment O: Case Studies

92

Steve Piacenti is originally from Pittsburgh and previously served many years in the United States

Marine Corps. At 66 years old, Steve found himself homeless and struggling financially. His

circumstances left him unemployed and in need of counseling. He was also having a hard time getting

food and basic needs.

Luckily, four months ago Steve reached out to Veterans Place on Washington Boulevard and since

then things have certainly started to look up. Steve is currently taking part in the residency program at

Veterans Place.

Since he has been there, he has been in close contact with his case manager Cathy Komorowski. “The

staff at Veterans Place is great and very helpful,” he said. Steve feels very comfortable with Kathy and

believes she goes above and beyond for the program.

When Steve first moved to Veterans Place, he was so impressed with the immaculate condition of the

apartments and main building. He said, “Veterans Place has very nice facilities for us vets. There are

really good opportunities to take advantage of at the organization, like group therapy and food banks.”

He continues to reflect and be thankful for the amount of great experiences that he has had since

coming to Veterans Place because many homeless vets don’t have the same opportunities. The life

skills coaching and group discussions continue to serve as a healing mechanism for Steve as he starts

his search for employment.

With the assistance of Veterans Place, Steve is optimistic for his future success and independence.

Steve Piacenti

Attachment O: Case Studies

93

Jackie Richardson knows what it's like to need a helping hand. The struggle to afford a place to live

and take care of a family was real to her. With the guidance and support of those at Veterans Place of

Washington Boulevard, this struggle is one that she overcame.

Jackie, a New York native, is a Navy veteran. Her time spent in the service was centered on helping

others. As a drug and alcohol counselor, she worked with servicemen and servicewomen who

needed advice, guidance, and support. She recognizes that her work was important to those in need

and will tell you how important it was to her to give that help.

After she left the Navy, she continued this passion for helping people recover from hard times. In

New York, Jackie counseled drug and alcohol abuse victims. She also worked with domestic abuse

victims and was soon running an HIV program in New York's Westchester Medical Center. The work

she performed and the help she gave so many people was a rewarding and wonderful experience for

her.

But soon, Jackie needed some support herself.

With her typical, selfless love as the driver of decisions, she answered the call to help a family

member in Pittsburgh. Before she figured out if a move was in her best interest, Jackie picked up and

came to her new city.

Jackie struggled to find a job in Pittsburgh, as she didn't have a degree, and her limited savings was

quickly depleted. Before long, she was out of money, a job, and was evicted from her house.

Realizing that she needed to take care of herself as well as her family, Jackie decided to go back to

school. She paid a visit to the veterans office at the Community College of Allegheny County and

asked if they could give her some direction.

It was here that things began to look up for Jackie. The Veterans office at CCAC informed her about

a Transitional Housing program at Veterans Place of Washington Boulevard. They also gave her

information on a program that President Obama had put in place, which helped Veterans get funding

Jackie Richardson

Attachment O: Case Studies

94

for college for a year.

Soon, Jackie was in a house at Veterans Place and in the classroom at CCAC. She began to make

self-improvements and continued to work hard in her Human Services studies at school. Veterans

Place was a great environment for her to be in, although during her 2012-2014 stay, things were not

as developed as they are today.

"A lot of the work I did myself because they didn't have enough staff,“ she said. The place has

changed a lot in the year and a half since I've been there. Marlon has made a lot of changes and has

really brought it around. The foundation was there, but he was very aggressive in making changes."

"The veterans have to do work themselves," she said, adding that this is the same sentiment that the

organization expresses with its "Helping Vets help Themselves'" tagline.

Today, Jackie is in a much better place. She will be graduating from Geneva College in the fall with a

degree in Human Services. She also has been hard at work forming an alumni program at Veterans

Place, where she is currently interning. Her new program focuses on helping those in the program

realize that there is life beyond their current hardships if only they work for it and stay involved.

"A lot of people have graduated from the Veterans Place program and are out there," Jackie said. "I

want to show the people coming in the door that there are people who have made it to the other side.

I want to give back and create a positive network."

Veterans Place will always have a spot in Jackie’s life, and she in its.

"Veteran's place is a good place,” she said. “Marlon has a great staff; he's made a big difference. I

understand veterans and want to help them; I'll always be here."

Attachment O: Case Studies

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Attachment P: Photos of Giveaway Prizes

96

Attachment P: Photos of Giveaway Prizes

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Talking Points for Media Interviews

For general information or for any questions, please: Call us at: 412-363-0500

Visit our website at: www.veteransplace.org Or email us at: info@veteransplace.org

Who we are:

Our mission is to improve the lives of America’s homeless military Veterans

We help Veterans in the Pittsburgh area by offering supportive housing and services thatempower Veterans for recovery

We are partnered with the Veterans Administration and other organizations, to endhomelessness, one Veteran at a time

Our new mantra is “helping vets help themselves”

A couple points we want to make clear about our services:

We will not turn anyone away who is looking to seek help

The only requirement is that the Veteran has served at least ONE DAY in uniform

If the Veteran has served at least one day in the military, they are eligible for our services (withthe exception of a dishonorable discharge)

Services we provide:

Breakfast, lunch

Supportive services including job assistance, computer skills training, addiction recoveryassistance, and financial literacy training, among others

Monday through Friday, we have a shuttle service that picks Veterans up from the shelters inthe area

Any Veteran can come to our location on Washington Boulevard via shuttle that does routinemorning pickups at the following shelters:

o Shepherd’s Heart Fellowship (7:00 am)o Light of Life Rescue Mission (7:20 am)o Pleasant Valley Shelter (7:25 am)

East End Cooperative Ministry (8:00 am)o (approximate shuttle times)

Transitional Housing:

We offer a supportive and sober living environment for up to 48 Veterans at our campus onWashington Boulevard

We have 13 townhouses arranged with 48 single-room-occupancy units

Veterans are able to enjoy a sense of community and camaraderie

Interested in volunteering?

We’re always on the lookout for volunteers If you are interested, please contact us at volunteer@veteransplace.org or give us a call at 412-363-0500

Attachment Q: Talking Points for Media Interviews

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MEDIA LIST

Trib Live

503 Martindale Street, Pittsburgh, PA 15212

412-320-7872

Frank Craig (Editor)

– 412-320-7816

Jim Cuddy, Jr. (Managing Editor)

– 412-320-7830

Luis Fabregas (Deputy Managing

Editor)

– 412-320-7998

Rick Monti (Senior Deputy Managing

Editor)

– 412-380-5638

Mark Gruetze (Administrative Editor)

– 412-320-7838

Dirk W. Kaufman (Systems Editor)

– 412-380-5631

Carol Shrepler (Operations Manager)

– 412-320-7909

Monroeville Times Express

503 Martindale St Suite 250

412-320-7872

Rebecca Killian (East Bureau Chief)– 412-871-2321

South Hills Record

503 Martindale St. FL 3 Pittsburgh, PA 15212

412-321-6460

Bill Zlatos (Staff Reporter)

– 724-772-6353

Nafari Vanaski (Editor)

– 412-856-7400 x8669

Stephanie Hacke (Staff Reporter)

– 412-388-5818

Pittsburgh City Paper

Centre City Tower LP, 650 Smithfield St, Pittsburgh, PA 15222

412-316-3342

Charlie Deitch (Editor)–724-494-7977 orcharlie@charliedeitch.com

Pittsburgh Business Journal

412-481-6397 or Fax 412-481-9956

Pittsburgh Business Times

412-687-3747

Howard Burns (Editor)– 412-208-3812

WTAE TV News

Justin Antoniotti (News Director)– 412-920-9400

KDKA TV News

News Desk (request for press

release) – 412-920-9400 or

radionews@kdka.com

Marty Griffin (KDKA Investigative

contact)

– 412-920-9400

Melissa Wade (Public Events)

– 412-5752365 or mwade@kdka.com

Trina Orlando (KDKA Westmoreland

Bureau)

– 724-837-8567

WQED TV

412-622-1370

George Hazimonolis (Senior Director

of Corporate Communications)

– 412-622-1366

Attachment R: Media List

99