Heart at Home Campaign by People United - Public Relations - Case Study Example

Heart at Home Campaign (Name) (University) Heart at Home Campaign Public Relations Plan Overview Heart at Home Campaign by People United is aimed towards promoting kindness through encouraging exchange of gifts across the entire globe and creating a joyful and positive mood over the holiday season. From our research entailing the expert view of professional psychologists, we determined that people need to feel that they belong and that they are valued. From giving, people also gain the feeling of happiness. From this assessment, we came up with the initiative to rekindle the act of giving from communities to the global avenue in order to reach as many individuals as possible in the world. We recognize the complex nature of organizing a nationwide campaign therefore we shall limit our campaign to England, specifically in Bristol, Leeds, Liverpool and Portsmouth. We however hope that through intensive media activities the campaign will reach further regions than the ones we have planned to conduct the campaign. The campaign will take place three days from the 26th to the 28th of December, 2016. We came up with the idea of homemade gifts due to their personal touch that gives more value to the act. Additionally, People United invests in the arts to create positive change thus making of homemade gifts will involve an art experience. The gifts will include homemade food, clothes, and quilts made from different pieces of clothes and sewn together by a group of people, wooden items, drawings, carved items, homemade frames among others. Fresh produce will additionally be gifted especially in close communities. The goals of the campaign involve raising awareness and reminders on giving not only to the less fortunate but also to one other. The objective is thus to engineer positive social change. The other goals are to make homemade gifts for exchange and to spread and renew the act of giving across the entire globe. We intend to raise funds for the three day event which will involve sporting, visiting and picnicking activities. To further help in meeting of our campaign objectives, we will use various media to communicate on the Heart at Home Campaign. The interactive media will be used extensively as it is currently the fastest and generates responses that trend enough to make the campaign widely known. We also intend to give a press release on the campaign that will be aired across different audio and visual media. Goals of the Campaign To raise the awareness on the importance of giving and instill again the act of exchange of gifts across the United Kingdom To make homemade gifts for exchange for different individuals such as food, clothes and other gifts compiled at home To send the message of giving across the globe through the use of media especially interactive media which is bound to get more responses and spread the act of giving across all regions Target Audience To make the campaign run smoothly, we will use different communities such as the school communities, the religious communities, homes for the elderly, children and the less fortunate and hospitals. A categorization of these audiences will help in making the exchange easier and that every individual targeted receives a gift. The communities have registers of names that will make the process of gift distribution easier. The target audiences are therefore: School communities in Bristol and Leeds such as: Henbury School, Oasis Academy, The Limes Nursery and Cathedral Primary school in Bristol, Cardinal Heenan Catholic High School and White Laith Primary school in Leed and Portsmouth High School and Beacon View Primary Academy in Portsmouth Religious communities: Portsmouth Anglican Cathedral, Woodsland Christian Center in Bristol, Leeds Grand Mosque and Liverpool Ganesh Temple Hospital communities including Broadgreen Hospital in Liverpool and Queen Alexander Hospital in Portsmouth Pelham Grove Care Home in Liverpool, Royal Liverpool Seamens Orphan Institution and Meadow House in Portsmouth Heart at Home 3 Day Activities The following activities will take place in the four separate regions at the Heart at Home event Day One: Visiting Portsmouth High School and Beacon View Primary Academy in Portsmouth and Portsmouth Anglican Cathedral will visit at Queen Alexander Hospital in Portsmouth and Meadow House in Portsmouth. The school community will give gifts including homemade foods as recommended for the patients in the hospital. With the help of nurses and other aides, the patients and the elderly will also be involved in the making of simple gifts to exchange with their fellow patients and the children from the school as well. Day Two: Team Building and Sporting Cardinal Heenan Catholic High School, White Laith Primary school in Leeds together with faithful from the Leeds Grand Mosque will be involved in a football match for both the girls and the boys from the school communities and the religious communities. There will also be indoor games such as chess and monopoly for the grownups from the mosque and the teachers from the schools. Following the friendly games there will be the exchange of gifts from the different attendees of the event. Day Three: Picnicking Henbury School, Oasis Academy, The Limes Nursery and Cathedral Primary school in Bristol will visit at Woodsland Christian Center for a picnic with homemade food made by individuals from the church. The exchange of gifts will take place during the picnic. The different schools will perform songs as prepared for the picnics. To ensure that all individuals get gifts, the names of the church individuals will be given to the children beforehand while they make their gifts in their art classes. They will address the gifts to specific names given. Most of the church members offered to provide food which will also be packaged separately so that the attendees can take them home after the picnic. Target Media A comprehensive national wide media relation strategy will work to increase further public awareness with the target audience about the key aims and objectives of the People United organization to assist in keeping messages top in mind. In that case, the following media relations will be included in the campaign. 1.) Communication resources toolkits- The organization will develop a package of materials with topics and sample news release or factsheets with crucial statistics. 2.) The public service announcement (PSAs)-The organization will produce PSAs which will be distributed national wide. These tools are important as they do not require amount of capital 3.) Featured articles and blogs- The organization will prepare articles and blogs for distribution to local and national magazines and newspapers. The considerations will be in human interest stories to support the key messages. Articles will also be prepared in ethnic media, area publication and organizations related newspaper. 4.) News conferences – There will be news conferences conducted to share information of value to the general public and that of significant interest. 5.) Mass media advertising- Even though the organization has been advertising, the conventional mass media will be of high importance. The organization will set campaign vehicles that will serve as cornerstones of the advertising mix. Press Release FOR IMMEDIATE RELEASE; CONTACT: PEOPLE UNITED Contact person: Henry James Call: +4401227811800 Address; Canterbury Innovation Center, University Way Canterbury Registered Charity No. 1126729 Company Limited by Guarantee  No. 5905050 Heart at Home Campaign London, 26th December 2016 On December 26th2016 the People United organization will hold the Heart at Home campaign with the aim of giving a public awareness of our work of spreading kindness among people. The campaign will start officially in the city of London where it will be initiated by our chairman. All stake holders are required to attend the function to achieve our objectives of releasing the intended messages to the public. Our key objectives include making sure that the values of the organization will be met national wide. The organizationintends to make sure that all interested groups in the nation are aware of our existence where kindness and caring will be spread across the nation. The organization has three main goals which include raising awareness of the need of kindness across the country and to provide the home made gifts for exchange among different individuals such as cloths, food and other related significant items. In addition, the organization tends to accomplish the above key objective by use of interactive media. Our target audience will be different communities such as school communities, hospital communities, religious communities and charity care homes. The major activities for the events are distributed in three days where the first day will be communities visiting, team building and sporting on the second day and picnicking on the third day. About The People United The people Unitedwas founded in the year 2006 by Tom Andrew within aim that arts and culture has a practical and important function to help our society to develop. The organization is based in Canterbury Innovation Centre on the Campus University of Kent. This is an independent organization registered charity number 1126729. Budget Allocation   Day 1 (Visitations) Day 2 (Picnic and Camping ) Day 3 (Sporting Events) TOTAL Event         Travel Expenses - - - - Barners 1,000.00 - - 1,000.00 Camp Site Facilitation - 500.00 - 500.00 Meal Cost 800.00 - - 800.00 Visitations ang Gift hampers         Mobilisation Cost 800.00 - - 800.00         - Sporting Event         Sports Ground facilitation - - 400.00 600.00 Event Cost - - 1,389.00 1,490.00   1 Month Prior - Media & Communication     Radio Ads 350.00   310.00 Newspaper Ads 200.00   200.00 Website 100.00   100.00 Press Events 200.00   200.00 Social Media -   - Miscaleneous 1,000.00   1,000.00 TOTAL EXPENSES 3,450.00 500.00 1,789.00 7,000.00 References Berkleycenter.georgetown.edu. (2016). How to Write a Non-Profit Press Release. [online] Available at: https://berkleycenter.georgetown.edu/essays/how-to-write-a-non-profit-press-release [Accessed 19 Dec. 2016]. Peopleunited.org.uk. (2016). Who We Are | People United. [online] Available at: http://peopleunited.org.uk/who-we-are/ [Accessed 19 Dec. 2016]. The team, E. (2016). 10 Great Examples of Charity Marketing – Epic Presence. [online] Epic Presence. Available at: http://epicpresence.com/charity-marketing/ [Accessed 19 Dec. 2016]. Read More