Community Action Inc. of Central Texas Strategic Communication Proposal

Texas State UniversityDec. 3, 2014

Lindsey Byrnes, Danielle Cisneros, Kelsey Copeland, Brittnie Curtis, Janelle Engelbrecht, Jessica Fleet, Lisa Ghera, Christi Jackson, Taylor Kelly, Kelly Kling,

Maggie Leyenberger, Paitra Pleasant, Jonathan Rodriguez, Mackenzie Steger, Paige Vaughn, Lacey Vest.Advisor: Emily A. Ehmer

Community Action Inc. of Central Texas

Strategic Communication Plan Proposal

Executive Summary

PRIMARY RESEARCH WILL BE COLLECTED IN JANUARY 2015

Statement of the Problem/Opportunity

Community Action Inc. of Central Texas is faced with the lack of a brand for the agency, limited awareness of its programs and services and a lack of broad community financial support. At the same time, the organization is embarking on an exciting period of growth in which it is possible to better position the agency, to promote its programs and to gain financial support for a capital campaign to build a new facility in partnership with other nonprofit organizations.

Situational Analysis

Community Action Inc. of Central Texas has remained a staple in area during the past 50 years by meeting early childhood and adult education needs, health and senior services, job training and utility financial assistance. During its tenure, Community Action Inc. has grown in its reach and serves 11 counties in Central Texas. The recent growth has afforded the organization an opportunity to take the next step to serve the community by partnering with other nonprofit organizations in order to be housed together under one roof in a new facility.

Still, a lack of awareness about Community Action Inc. of Central Texas is the result of several factors. First, the organization’s commonly-used name contributes to confusion about its brand. Because many Community Action Agencies were established through the Economic Opportunity Act in 1964, confusion about the Central Texas organization remains. Next, Community Action Inc. is often primarily associated with the San Marcos-Hays County area despite the fact that the organization serves 11 counties and has facilities throughout Central Texas. Finally, some of the organization’s own employees identify themselves as employees of Head Start or other programs rather than as employees of Community Action Inc. A lack of awareness about Community Action Inc. of Central Texas in the 11-county area

2

stems from these same misperceptions with a result that the organization does not have a distinguishable brand.

The good news is that there are prime opportunities to raise awareness about Community Action Inc. of Central Texas. The long history of the organization and its ability to remain solvent during economic downturns is commendable. Community Action Inc.’s commitment to serving a large number of communities in Central Texas is another opportunity for growth not only in awareness but also to raise financial and volunteer support for the organization. Finally, more opportunities exist in the area of branding and promoting Community Action Inc. of Central Texas through social media, electronic media and print media.

3

SWOT Analysis

Strengths

Solid financial footing Long history of the organization Few competitors Established newsletter Partnerships with other

organizations Clients who appreciate the

organization Wide geographic area of potential

audiences and potential supporters

Weaknesses

Name of the organization Lack of social media and other

media awareness Lack of audience awareness of the

organization outside Hays County Lack of employee awareness of its

own brand Lack of a brand to distinguish the

organization from other similar agencies

Need for funding for capital campaign for building

Opportunities

Social media, electronic media and print media in a wide geographic area

Large area for audience, donor and media support

Proximity to Texas State University campus

Assistance from public relations students at Texas State University

New management at San Marcos Record

Google ads

Threats

Leadership slow to change Politics and controversial issues

make it a necessity to be politically correct about some topics

Bureaucratic tendencies typical of government-related agencies

Other agencies may receive broader support in other counties if this organization does not step up to the plate

4

Background Research

Community Action Inc. of Central Texas

Client Archives

Community Action Inc. of Central Texas is currently celebrating its fiftieth anniversary as a non-profit organization. Community Action Inc.’s website has the phrase “Developing Opportunities” as the tag line underneath the name of the organization. The phrase sums up the purpose of the organization. Underneath is a link that explains the agency is celebrating its 50th anniversary of the “War on Poverty.” The website has different sections for all of the different services the agency provides including adult education, Head Start, utility assistance, senior citizen services, primary health services, and job training.. The website is organized into sections including: About Us, Services, Stories, and News and Events. The “About Us” tab links you to a page where the agency explains is mission, which is to develop opportunities. It also lists the organization’s objectives, with one objective to ensure that all low-income men, women and children have access to health care. The “About Us” tab also provides links to the board of directors, the service area, an organizational chart that shows the ranks of employees, and what working with Community Action Inc. means.

Our client’s mission is to develop opportunities and for people and communities to realize their potential. The agency offers many services including adult education, Head Start, a variety of health services, family planning and services for senior citizens. The adult education services assist low-income adults with the ability to receive a degree. These services include General Education Development (GED), English as a Second Language (ESL) classes and job training. Head Start is a program that focuses on early-childhood students and their ability to learn, grow and succeed. In fact, there is a flyer on the agency’s website that provides information about eligibility and services. The health services range from prescription help to health screening. Additionally, the family planning services provides birth control, pregnancy testing and other check-ups. Lastly, The senior services provide senior citizens with opportunities to pursue mutual interests and participate in recreational activities that enhance quality of life, support independence and encourage continued involvement in and with the community.

Community Action of Central Texas Inc. also is also active in the social media department. The agency has a Twitter, Facebook and Instagram. The organization’s Twitter handle is “@CommActionInc” which is updated daily. The tweets mostly contain information pertaining to health, education and community services. So far the agency has produced 57 tweets, following 89 accounts and has 39 followers.

As for Instagram, the agency does not have many pictures posted because they have not been on Instagram very long. The agency’s Instagram account on has 12 followers, so that number should definitely increase throughout the duration of this campaign. The Instagram seems very consistent with

5

their brand, promoting the opportunities they present for people to reach their potential. They have a graphic with their phrase “One Family. One Agency” – an example of what their agency can do for people. Their latest Instagram post is a picture of a senior man with a teddy bear that he received at Community Action Inc.

Mass Media

1. http://www.statesman.com/gallery/lifestyles/agustina-mandujano/gCGBx/#4160956

This article from the Austin American Statesman is about a woman named Augustina Mandujano who has breast cancer. The article discusses her daily struggles, her family life and her journey as she fights against breast cancer. In October 2013 she received her second

6

mastectomy and hysterectomy, and has still not been able to work. She now relies on the help of family as well as from Community Action of Central Texas Inc. This article definitely shines a positive light on the organization and shows the little ways in which they give back to the community.

2. http://smmercury.com/2008/06/29/from-community-action-inc-fans-can-hurt-not-help-in- extreme-heat/Community Action Inc. has had an impact on the San Marcos community for years.. This article was written during the summer of 2008 when Texas citizens were suffering from the heat. Efforts to “beat the heat” had serious consequences, but Community Action Inc. stepped in and assisted low-income families with their utility bills.

3. http://smmercury.com/2012/06/05/komen-grant-funds-community-action-cancer-program/ In 2012 Community Action Inc. was allotted almost $200,000 to their cancer program from the Susan G. Komen for the Cure Foundation. The organization assists women who have been diagnosed with breast cancer by helping them through the health care system. This grant allows the organization to help three other surrounding counties as well.

4. http://www.statesman.com/news/lifestyles/health/free-mammogram-resources-1/nRg4f/ .The article lists free local mammogram resources. Community Action Inc. of Central Texas Breast Cancer Team is listed second. The article states that the team provides education, screening, diagnosis, case management and more. This is definitely a positive mass media reference to the agency.

5. http://www.statesman.com/news/lifestyles/season-for-caring-your-giving-changed-lives/ nWNgt/An article from the Austin American-Statesman is titled, “Season for Caring: Your giving changed lives.” The story talks about a woman affected by a charity hosted by the paper. It states that Community Action of Central Texas Inc. is the agency that nominated the woman for assistance and was attempting to help her find a new mobile home through donations. This is another positive reference about the company found in mass media.

Case Studies

The Ronald McDonald House Charities for New Mexico Case Study is similar to our client’s work because they are providing programs for families who have ill children with resources that are needed. Primary programs include a respite room in the hospital, and a house near the hospital that offers overnight lodging, meals, laundry and much more. Volunteers put on these programs. The volunteers would also help run the Family Home that is near hospitals where the kids are sick. Some of their duties include: front desk, housekeeping, and also fundraising ideas to keep the program running. This case study is similar to the work of our client because it is a non-profit that focuses on the well being of the community. (http://www.reimaginingservice.org/sites/default/files/Ronald_McDonald%20Case%20Story_Final.pdf)

7

Internet Sources

The Internet turned up very little about Community Action, Inc. of Central Texas. The only Internet sources that appeared are newspaper articles, one from 2012 and one from 2014. A sole external social media post on twitter, occurred in August from Susan G. Komen Austin office about being a community supporter for the 2014 Hope for the Cure. Supporting another nonprofit is good press, so there is a small online presence and it’s good that negative press is absent.

On the website for the Texas Association of Community Action Agencies (tacaa.org), there is a page that lists the community action agencies in Texas in alphabetical order by headquarter city. Community Action Inc. of Central Texas is on this list and a link to their website is provided. This is positive for the organization because it means that Internet searchers have more opportunities to find their website. Also, we could get ideas from the websites of other community action organizations listed.

Government Sources

A fifteen-member volunteer board of directors governs Community Action Inc. Five members are publicly-elected officials or their designees. Five are representatives of low-income communities, and five represent the private sector. Today CAI employs 247 individuals and has an operating budget of over eleven million dollars.

Community Action, Inc. opened its first Head Start program (one of the first in the nation) in the community of Kyle in Hays County in the summer in 1965. Since that time, it has grown into a large integrated health, education, and human services agency that provides a multitude of services across 11 counties in Central Texas. It now operates 14 federal government funded Head Start and Early Head Start centers in Hays and Caldwell counties. This program is a multi-faceted partnership involving the federal government, Community Action Agencies, local education resources in Texas, social service and health organizations. Some of the funding for the agencies comes from the government and much more comes from donations. Utilizing volunteers is especially important to Head Start because each hour volunteered for the program counts as $9.00 toward their nonfederal monetary goal. Just one individual who volunteers for two hours each week can raise $432 in one semester.

San Marcos Electric Utility plan provides assistance to income-qualified families, elderly on a fixed income, or disabled on a fixed income. The plan is funded by the City of San Marcos. Note that it is intended only for San Marcos Electric Utility customers.

In 2009, the Texas Department of Housing and Community Affairs (TDHCA) announced a $50,000 award to help a San Marcos-based nonprofit organization offer an innovative program that will help the area’s low-income residents transition toward greater self-sufficiency.

8

The American Recovery and Reinvestment Act (ARRA) of 2009 – commonly referred to as the stimulus package – through the federal Community Services Block Grant (CSBG) Program, previously funded the program. However, all ARRA block grant services were to be provided on or before September 30, 2010. Under ARRA guidelines, Community Action Inc.’s funding for this initiative ended. The award is under TDHCA’s CSBG Program and represents a portion of the state’s annual allocation from the federal government. The department set aside this funding specifically to ensure the continuation of 11 highly regarded projects previously funded under ARRA CSBG, including the job training program offered by Community Action Inc. of Hays, Caldwell and Blanco Counties.

Community Action Inc. is a 501(c)3, which means it is a public charity. It receives a substantial portion of its revenue from the general public or from government. In order to remain a public charity (and not a private foundation), a 501(c)(3) must obtain at least one third of its donated revenue from a fairly broad base of public support. Public support can be from individuals, companies and/or other public charities. Donations to public charities can be tax deductible to the individual donor up to 50 percent of the donor’s income. Corporate limits are generally 10 percent. In addition, public charities must maintain a governing body that is mostly made up of unrelated individuals.

In its 2011 session, the Texas Legislature cut the state’s family planning program by two-thirds. Community Action Inc. of Central Texas lost all state funding, causing family planning clinics in Round Rock and Elgin to close. Now the remaining two clinics in Lockhart and San Marcos are in a precarious financial situation because they rely almost entirely on funds from the Women’s Health Program.

University/Scientific Studies

1. http://libproxy.txstate.edu/login?url=http://search.ebscohost.com/login.aspx? direct=true&db=bth&AN=35052627&site=eds-live&scope=sitIn the Texas State library database there is a study about how a small business’s human resource department can influence the growth of a particular company. The article investigated how business growth can increase as a result of proper training and employee relations within the company. This isn’t specific to human services businesses or non-profit organizations; however, I think the conclusions and studies from this article can be generalized to a client such as ours because I think all of the findings can be related back to our client and how good employee relations and training can better the organization.

2. http://libproxy.txstate.edu/login?url=http://search.ebscohost.com/login.aspx? direct=true&db=bth&AN=79301958&site=eds-live&scope=siteAdditionally, this article looks at “multi-tier system” in human services and the different ways human service organizations and non-profits can collaborate with other groups to increase their chances of funding and buzz about themselves. The article explains how important it is for human services to collaborate with others in order to survive and be beneficial.

3. http://www.prsa.org/Intelligence/PRJournal/Documents/2014WrightHinson.pdf

9

This study, found on the Public Relations Society of America's website under the Public Relations Journal, Vol. 8, No. 2., discusses how social media is changing the way public relations is practiced. It found that Twitter and Facebook are the most accessed new medium for public relations. It also found there is more support for using blogs and other new emerging social media to strengthen a company's public relations practice. Actively using various social media can enhance our client's public relations.

Audiences/Key Publics/Opinion Leaders

Community Action, Inc. of Central Texas has a variety of audiences and key publics that will be targeted in the three objectives that will be established for this project. The project will focus on opinion leaders such as current and potential donors, business owners, media reporters and editors, government officials and leaders of other nonprofit agencies. In addition to the above opinion leaders, other key publics are clients, employees, staff, volunteers and the community at large.

Clients Employees/Staff Current donors Volunteers Business owners in 11-county area Media Government officials Leaders of other nonprofit organizations Public

Primary Research

TO BE COMPLETED JANUARY 2015

10

Research Conclusions

TO BE COMPLETED JANUARY 2015

Overarching Campaign Proposal

Strategic Communication GoalCommunity Action Inc. of Central Texas’ overall strategic communication goal is to be an organization that is widely recognized and visible in the Central Texas area for services that include: early and adult education, job training, health and senior services, and utility financial assistance.

ThemeDeveloping opportunities

Key Messages Community Action Inc. of Central Texas develops opportunities for people and communities Community Action Inc. of Central Texas encourages people to realize their potential Community Action Inc. of Central Texas is one family, one agency

Communication Channels

Social MediaFacebookTwitterPinterest

11

WebWebsitehttp://communityaction.com/

Electronic Media/TVKEYE – Austin, CBS AffiliateKVUE – Austin, ABC AffiliateKXAN – Austin, NBC Affiliate

Electronic Media/RadioKTSW 89.9 – IndieKLBJ 93.7 – Classic RockKNCT 91.3 – Easy ListeningKUTX 98.9 – Adult Alternative

Print MediaThe University StarThe MercuryThe RecordCommunity ImpactAustin American StatesmanHays Free PressLlano County Journal Daily Tribune The Austin ChronicleThe Daily TexanAustin Daily Herald

Non-MediaFliersPosters

Objectives, Strategies, Tactics, Logistics

Objective 1. To bring together 100 staff members, employees and community members in order to recognize Community Action Inc. of Central Texas, its staff, employees and volunteers for their 50 years of service to the organization and to the Central Texas community.

Evaluation: A minimum of 100 attendees, including staff, volunteers and community members, attend the event. Attendance will be counted by the organization’s representatives.

12

Strategy: Community Action Inc. of Central Texas hosts an All Staff Day / Community Picnic

Tactics/Activities:

Produce and distribute a video that communicates Community Action Inc. of Central Texas’ mission to help people realize their full potential.

Design and distribute posters that promote All-Staff Day near relevant places (ex. Schools, health care facilities, other non-profit organizations, etc.).

Use Twitter, Facebook and Instagram to promote the event using hashtags and links effectively. Compose a media release and distribute it to area newspapers, television stations and radio

stations. Send an informative email to staff, community members, local-businesses and other non-profits. Create and distribute a feature story relevant to the event and include it in the newsletter and

email. Design and distribute invitations to key opinion leaders and government officials in San Marcos

and surrounding communities.

Logistics

Expenses:

Video – Camera and editing donated by Texas State University Public Relations Team Posters, Fliers – Printing by Texas State University Public Relations Team Newsletter feature story – No expenses Press Release – No expenses List Serve Invitations – No expenses Social Media posts – No expenses

Staff: Community Action Inc. of Central Texas Staff, Employees, Volunteers and Texas State University Public Relations Team

Timeline: Now through October 25, 2014

Objective 2: Raise $3,500 from potential donors for programs and gain community awareness for Community Action Inc. of Central Texas.

Evaluation- Reaching the $3,500 goal.

Strategy: Planning and hosting a crawfish boil

Tactics/Activities

13

Use Twitter, Facebook and Instagram to promote the event using hashtags and links effectively. Design and distribute posters that promote the crawfish boil near relevant places (ex. schools,

health care facilities, other non-profit organizations, etc.). Host pool tournament Media

o Radio, Commercial, advertising the crawfish boilo Create Press release or press release kit (spices and bibs with advertising on it)o Use Twitter, Facebook and Instagram to promote the event using hashtags and links

effectively. Donors

o Direct mailing campaign- email, telephone callso Use Twitter, Facebook and Instagram to promote the event using hashtags and links

effectively.o Design and distribute posters that promote the crawfish boil near relevant places (ex.

schools, health care facilities, other non-profit organizations, etc.).

Logistics

Expenses:

Posters, Fliers – Printing by Texas State University Public Relations Team Press Release – No expenses Press kit – Printing and spices expenses List Serve Invitations – No expenses Social Media posts – No expenses

Staff: Community Action Inc. of Central Texas Staff, Employees, Volunteers and Texas State University Public Relations Team

Timeline: Now through March 21, 2015

Objective 3: To raise funds from potential supporters to build a new facility that houses Community Action Inc. and three other related organizations.

Strategy 1: To inform the media about the capital campaign in order to reach potential donorsTactics/Activities

Press release Use Twitter, Facebook and Instagram to promote the event using hashtags and links effectively. Produce and distribute a video that communicates Community Action Inc. of Central Texas’

mission to help people realize their full potential.

14

Email list serve

Logistics

Expenses:

Video – Created by Texas State University Public Relations Team Press Release – No expenses List Serve Emails – No expenses Social Media posts – No expenses

Staff: Community Action Inc. of Central Texas Staff, Employees, Volunteers and Texas State University Public Relations Team

Timeline: Now through June 2015

Strategy 2: To educate the public about the capital campaignTactics/Activities

Generate and distribute literature (informative pamphlet or PDF, newsletter) Participate in local charity events Host fundraising events to generate awareness Press release Social media posts about campaign Tweak informative video to cater to public Add a “donate” button to their website so anyone can donate money with one click

Logistics

Expenses:

Video – Created by Texas State University Public Relations Team Press Release – No expenses Literature – No expenses Social Media posts – No expenses

Staff: Community Action Inc. of Central Texas Staff, Employees, Volunteers and Texas State University Public Relations Team

Timeline: Now through June 2015

15

Strategy 3: To inform potential and current donors or sponsors about the need for funds through a comprehensive capital campaignTactics/Activities

Direct mail solicitation (for current donors) Email list serve Social Media Have the Executive Director speak at internal and external events, radio shows, put a face to the

name Coordinate a luncheon for all four organizations to come together Tweak informative video to cater to donors Start a crowdfunding campaign Add a “donate” button to their website so anyone can donate money with one click Create Pinterest boards for various programs offered and brand image

Logistics

Expenses:

Video – Created by Texas State University Public Relations Team Press Release – No expenses List Serve Emails – No expenses Social Media posts – No expenses Luncheon – Expenses for Community Action Inc.

Staff: Community Action Inc. of Central Texas Staff, Employees, Volunteers and Texas State University Public Relations Team

Timeline: Now through June 2015

GOVERNMENT OPINION LEADERS

U.S. Representatives

Lloyd Dogget (Caldwell/Hays) Michael McCaul (Fayette/Lee) Blake Farnthold (Caldwell) John Carter (Williamson) Michael T. McCaul (Bastrop)

16

U.S. Senators

Ted Cruz John Cornyn

Texas State Representatives

Lois Kolkhorst (Fayette) Tim Kleinshmidt (Caldwell/Austin) Bill Flores (Lee) Marsha Farney (Williamson) Larry Gonzales (Williamson) Tony Dale (Williamson) Tim Kleinschmidt (Bastrop)

Texas State Senators

Glenn Hegar (Fayette/Katy) Judith Zaffirini (Caldwell) Charles Schwertner (Georgetown) Kirk Watson (Bastrop)

Texas Mayors

Lee Leffingwell (Austin) Daniel Guerrero (San Marcos) Barron Casteel ( New Braunfels) Todd Webster (Kyle)

17