clara white final

8/13/2019 Clara White FINAL

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Clara White Mission Campaign

Presented by:

Brittney Darner, Carolyn Eberhart, Angie Grab, Christine McFaul, ChantelleWilliams, Chelsea Yanochik


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The Executive Summary:

Our campaign plans to give the Clara White Mission the best tactics possible to raiseawareness of their organization within the community, and to move those people to action. Ourmission is to gain more volunteers and more corporate sponsorships. Our campaign will be

targeting three main audiences: Corporate organizations, University of North Florida students andaffluent households with more than $100,000 yearly income.Local media such as radio, television and newspaper will be used in this campaign. The

Sunrise Agency will be using these forms of media to raise awareness and promote our eventsand documentary. We will also be using social media such as Facebook, Twitter and Instagram.Since the Clara White Missions social media presence is not very prominent due toa lack ofupdates, followers, and likes, we will consistently update Facebook, Twitter, Instagram and blogswith information and pictures about our events. These actions will increase the Missions socialmedia presence, which will result in more motivated action.

Traditional forms of media will also be used to spread the Clara White Missionsmessage to a wider audience. Sunrise Agency will compose press releases, as well as pitch tolocal news stations, magazines, and newspapers about our events and movie. We will also have

informational booths set up at UNF market days, as well as the Riverside Arts Market, where wewill have volunteer sign up sheets and informational packets. We will also have the trailer for thedocumentary playing at these booths.

A documentary will be created in order to educate audiences on the history of ClaraWhite and the mission. Sweet by Holly will be hosting baking classes, which will be free forCWM culinary students and $20 for general admission, proceeds going to the Clara WhiteFoundation. These baking classes will help expand the Clara White Mission due to the fact theydo not have the funding or time to train their students in baking. We will also be hosting a blacktie event: Claras Cupid Mixer in February, which is where the documentary will be premiered.

Sunrise Agency Description:Sunrise Agency was started in 1995, by a group of Vitamin D loving Floridians who allshared a passion for public relations. What began as a small firm with only 11 associates grew toa nationally recognized firm with over 30 locations. Our Jacksonville staff has been speciallytrained in public relations services such as: Social media management, reputation restoration,spokesperson training, special events, leadership and corporate communications. By choosing

Sunrise Agency, you are choosing a team that not only wants whats best for you, but what canfurther the community through your companys mission.

Brief history of our associates:

Carolyn Eberhart: Campaign DirectorWith over 20 years of experience, Carolyn knows how to get the job done. After working in

London, England with some of the top public relations executives in the world, Carolyn decidedto move to warmer weather and sandy beaches. Here, she has brought her powerhouse ideas andaward-winning strategies to Jacksonville.

Brittney Darner: Account ExecutiveBrittney Darner began her public relations journey in a small town in South Carolina, only

to discover that her career had only just begun. After having a nationally recognized campaign forAmazon under her belt, Brittney was offered to move to Jacksonville and use her skills for


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Sunrise Agency. A volunteer activist, Brittney has a heart for non-profits, and is on the board forthe Juvenile Diabetes Association.

Chelsea Yanochik: Event PlannerAfter spending the first 10 years of her career planning weddings, Chelsea realized hertalents were better suited for the public relations field. She started working for Sunrise Agency in2005, and has single-handedly planned multiple events a year that attract thousands of attendees.You need streamers? She is your girl.

Chantelle Williams: Director of Client Engagement

Chantelle graduated from Duke with a plan to become a college professor. However, aftertaking a public relations job in Washington D.C. Chantelle proved to be better suited for thecommunications field. Doubling the firms client base in a year, Chantelle moved to Jacksonvilleand became a part of the Sunrise team. She now not only brings in new clients, but also maintains

relationships and connections.

Christine McFaul: Social Media SpecialistChristine graduated from the University of North Florida where she had moved on to

work for Facebook for three years as a promotional marketing specialist. Christine joined SunriseAgency team in 2012 and has increased social media awareness substantially. Christine is wellnoted for her knowledge in emerging media technology and has specific qualifications withInstagram and Vine.

Angie Grab: Director of International Public AffairsAfter college, Angie began working as an international flight attendant for several years.

She settled in her native country of Poland to work for a PR agency where she worked

with multiple top companies across Europe and Asia. She returned to the states to work forSunrise Agency when her old friend Christine recruited her to work with the Jacksonville team.Angie now works with international affairs and plans to expand the agency to new clients acrossthe globe.

Mission Statement:Recognized as one of the top 10 public relations firms in the nation, Sunrise Agency is

committed to a personal, results-oriented approach. We do not simply strive to meet our clientsobjectives; we go above and beyond with the intent of exceeding every expectation. We offer aninformed, media-savvy staff in an informal yet professional working environment that encouragesand rewards creativity, insight, teamwork and enthusiasm. As a trusted extension of yourorganization, Sunrise Agency will produce results that directly and positively impact our clientsbusiness. Let us shine a light on your company!


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Client Background:

The mission statement of the Clara White Mission is To prevent and reducehomelessness through advocacy, housing, job training and employment, all accomplished throughour partnerships within the community".This organization has existed for more than 100 years

and was founded in 1904 by a former slave named Clara White. The mission began when ClaraWhite would feed her hungry neighbors from her two-room house on Clay Street. Her daughter,Eartha White, began to take over the mission work. She obtained ownership of the old GlobeTheatre Building on West Ashley Street and dedicated it to her mother Clara. During the GreatDepression, the mission served as the headquarters for the Works Progress Administration artsand sewing projects. During World War II, soldiers away from home lived on the missions upperfloors. Eartha provided rooms to released prisoners, and the homeless. She not only gave them aplace to sleep, but also fed, taught and helped them find jobs.

The Clara White Mission offers meals for the hungry and traditional housing for thehomeless. They provide hope and a way out of misery from life on the streets. The missionprovides food and housing, as well as vocational programs to put people to work. Their goal is torestore those in need to meaningful dignified lives in the community. The Clara White Missions

"soup kitchen" service provides hot meals to the general homeless population seven days a weekand the program serves 400-500 persons daily.The missions niche in the community is that it is more than just a homeless shelter; it

offers educational programs for residents. The mission is known for having an excellent culinaryand janitorial program.

The culinary program introduces students to the history of cooking and services, basicfood preparation, menu development and culinary math. Students also learn commercialcooking/services and front and back of the house skills through caterings and special events. Withthis hands-on program, students will be able to secure entry to mid-level employment in the foodservice/hospitality industry upon graduation.

The Janitorial program provides students with hands-on training in commercial cleaning,academic and practicum aspects, in addition to providing customer relations and management

skill development.

Situation Analysis:

The Clara White Mission is an organization that has given thousands of Jacksonvilleresidents a second chance. At Sunrise Agency, it is our mission to give you the awareness,corporate sponsorships and volunteer base you deserve. After conducting research, we discoveredthat the problem is not that people do not want to donate, volunteer or attend events. They simplyare not aware of these options. We have chosen UNF students, local business and affluentmembers of Jacksonville as publics to substantially increase awareness, corporate sponsorshipsand the volunteer base.

The largest problems we have found are the lack of awareness among young people, anaging donor base and minimal social media activity. Thankfully, at Sunrise Agency ourspecialties will solve all of these issues. During our campaign, we plan to spread awareness bycreating a strong presence at UNF Market Days and Art Walk. We will also plan a black tie affairto attract new, affluent supporters. Finally, our social media experts will revamp your accounts.We are going to post often, increase followership and most importantly, increase engagement.Sunrise Agency is trilled to cater to your specific needs and more importantly, help the ClaraWhite Mission.


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SWOT Analysis:

Strengths

Provides food, teaches life skills

More than 100 years operating Slave roots Meals for hungry, transitional housing for homeless, vocational programs to put people to

work

Feeding program 7 days/ week Culinary arts and janitorial services education programs Housing program- works to move to permanent and independent living within 24 months Claras at the Cathedral- training caf Ashley Street Catering White Harvest Farms-provide fresh food in food desert areas for homeless, low-

income veterans

Famer market, greenhouse, educational facility, new museum Daily breakfast, gardening, museum assistant- volunteer opportunities Online donation giving available Informational website Graduation rate of missions education program 90 percent Quality events Social Media presence- Flickr, Facebook, Twitter Feeds more than 10,000 men, women, children Jacksonvillesonly veteran drop-in daily center (support center for homeless vets) Local Non-profit Drop off center (clothes, first aid, books)

Weaknesses Not enough awareness of causes No baking classes for culinary school Targeted to military vets, excludes others Facebook not active Low followership on Twitter Aging donor base

Opportunities

Gain more awareness Increase donors/ sponsors/ partners Return volunteers Planned giving

Government grants Gain more media coverage Increase volunteers Grow in order to help more people Target non-veterans Bigger social media presence Mobile app Mobile giving

Threats


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Funding decreases Decreased volunteers Lowered sponsors Low event turn out

Poor economy (less giving, funding) Budget issues Scandals within organization Natural disasters Bad press Competing organizations Competing needs

Secondary Research:

The Clara White Mission has been able to positively impact so many lives throughdedicated volunteers and affluent donors. The Clara White Mission takes approximately $500,000

a year to run, and feeds over 10,000 homeless men, women and children a year. Every day, 300 to400 meals are given out.The Annual Miracle on Ashley Street is one of the Missions most successful events,

bringing the entire community together to raise contributions for the work of the Clara WhiteMission. Over the past 16 years, this event has raised over $550,000 to eliminate homelessness.In past events, the Clara White Mission raised $45,000 and provided lunch to more than 1,500community supporters and guests.

The Clara White Missions Facebook page is not very active, with only 66 likes and thelast update on Dec. 1, 2011. The Twitter page is more active, with updates every few days and304 followers. However, the updates are not consistent and the tweets lack hash tags, whichprevents them from trending in the social media world.

Sunrise Agency conducted secondary research in order to gain a better understanding of

how the Clara White Mission is different from the Sulzbacher Center. This in turn helps SunriseAgency conduct a better campaign plan for the Annual Miracle on Ashley Street and to observetheir social media presence.

One big difference between the Clara White Mission and the Sulzbacher Center is how itwas founded. The Sulzbacher Center was founded in 1995 by a group of philanthropists andbusinessmen in Florida, as opposed to the Clara White Mission, which was founded in 1904 byformer slaves. Also, the Clara White Mission has the only veteran Drop Day Center that helpshomeless veterans. So, although the services they provide are very similar, The Clara WhiteMission has always put a strong emphasis on the need to support our veterans.

Primary Research:In order to gain a better understanding of how the community and our target audiences

view the Clara White Mission, Sunrise Agency will conduct pre- and post- campaign surveys. Inorder to specifically research our target audiences, we will hold focus groups for UNF students,local businesses and affluent community members with a household income of more than$100,000 a year. We will ask questions regarding their knowledge of the Clara White Missionbefore and after, as well as their responses towards volunteering locally. We will also use theirinput to deduce how well the documentary will be received by the public before the premiere.

One such focus group was conducted on the target audience, UNF students. From this welearned that one in five students have heard of the Clara White Mission, and have a clear


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understanding of what they do for the community. The focus group also showed that three in fivestudents believe homelessness should be considered one of the top three community-basedproblems in Jacksonville. Four in five students believe crime is one of the top three local issues.Two in five students are engaged in some sort of volunteerism on a regular basis, and overall the

students said that more recognition and community improvement would draw them to give moreof their time to volunteer causes. Finally, two in five students watch documentaries regularly,spanning from one a month to fifteen a month.

We also attended the Clara White event, Pearls and Cufflinks, on Nov. 9, 2013. From thisexperience we gathered a lot of information about the sponsors of the Clara White Mission,volunteers, board members, and general supporters. We deduced that the attendees of such eventsare proactive in community involvement, and were happy to spend $100 per ticket. There wasalso a silent auction, where attendees could bid on expensive baskets donated by sponsors.Finally, we noticed a large African-American community at the event.

Overall Campaign Goal:

Develop a public relations campaign that will increase Jacksonvillessupport for the Clara White

Mission, financially and volunteer based.

Objectives:

1. To increase awareness of the Annual Miracle on Ashley Street event by 30 percentby April 30, 2014.

a. Tactics: To increase awareness of this event, we aim to increase local mediaattention (television, print, Internet) and also host a community event that willbenefit and promote the Miracle on Ashley Street event

i. Thread of Love Documentary: Mike Anderson, a local filmmaker,agreed to create a documentary about Clara and Eartha Whites life forfree due to his support of the cause. Once the film is shown, Andersonwill own the rights to the movie and can pitch to local film outlets, such

as PBS. We plan to premiere this at the black tie event and show themovie trailer at volunteer tables and booths. He has already reached adeal with Netflix to show the movie under the Documentary section.

ii. Traditional local Media: Our group will release press releases to localnewspapers and news stations. We strive to book appearances onmorning news segments and land feature stories.

iii. Cupcake event:This will take place at the Clara White Mission indowntown Jacksonville. Sweet by Holly owner and Cupcake Warswinner, Holly Wilder, will teach guests how to make and decoratecupcakes. This event will be free for the Clara White culinary students,but $20 for the general public. There will be donation jars and flierspromoting the Ashley Street event.

iv. Internet presence: Since the Facebook hasnt been updated since 2011,we will get that page up to date and add pictures about the mission andevents. We will take over the Twitter and tweet more frequently withhashtags and in turn, gain more followers. Instagram is another importantsocial media tool we would implement. Our group will also create a blogwebsite to give information about the organization, post pictures andpromote future events.

2. To garner more corporate sponsorships by 25 percent by April 30, 2014.


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a. Tactics: To increase corporate sponsorships we are going to contact businesses

in Jacksonville, host an upscale event and use current CWM mailing lists.i. Contact local business:We will compile a list of local businesses in a

five-mile radius of the mission and send a letter containing information

about the mission, Claras Cupid Mixer and the Ashley Street event. Theletter will have an option to send back a donation, buy a company tablefor the event or attend with his or her own guests. These letters will alsohave social media accounts on them in an effort to increase morefollowers.

ii. Premiere Party Claras Cupid Mixer:This event will be premieringthe Thread of Love Documentary, as well as provide catered food byClara White culinary students. This will be an upscale, black tie affairwith wine tasting costing $100 a seat or $1,000 per table.

iii. Contact past and current donors:We will use the mailing list ofdonors to send event invitations as well as an extra envelope to send adonation back. These invitations will also include social media accounts

and website information so they can follow the accounts or donateonline.

3. To increase volunteers by 40 percent by April 30, 2014.a. Tactics: To increase volunteers, Sunrise Agency will do a volunteer contest and

host community booths and tables.i. UNF Greek Life volunteer contest: This contest will be among the

sororities and fraternities at the University of North Florida. They willcompete among each other to see which group can volunteer the mosthours at the Clara White Mission and events. The winner will receivetickets to the cupcake event and a catered lunch by Clara White Culinarystudents.

ii. Volunteer sign-up booth: This booth will be at Art Walk in Riversideonce a month, starting in February. There will be information about theorganization as well as prizes to those who sign up to volunteer andprovide his or her contact information

iii. Volunteer sign-up table: This table will be at UNF Market Days forfour Wednesdays in a row, starting in April. They can sign up tovolunteer at the mission or during events. Students will receive prizes forproviding their contact information and signing up to volunteer.

Key Publics/ Audience Analysis:

According to Demographics Now and Experian Database

a. Local Businesses: Sunrise Agency will use local businesses as a target audience because weintend to create more corporate sponsorships.Demographics: We will target 1,000 businesses in 32202, the same zip code as the Clara WhiteMission such as:

First Florida Credit Union Ritz Theatre and Museum Community First Credit Union of Florida Museum of Contemporary Art Jacksonville Hyatt Regency Jacksonville Regency


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Barnett Jewelers Located in zip code 32202 17,230 employees 1,067 businesses Top three are: Service (603)

Finance, Insurance and Real Estate (109)Retail Trade (101)

Psychographics:

Increase profits Maintain positive employee relations Positive customer satisfaction Increase stock value Positive community impact Increased company growth Giving back to community

b. UNF students: We are targeting these residents because they value volunteering and oftenneed hours for scholarship and graduation purposes. They also would be interested in thecupcake event and can follow CWM social media accounts.

Demographics: We will use UNFs zip code, 32224 to determine demographics for studentsbecause most students either live on campus or within the area.

Psychographics: 37.9 percent of people (14,779) in 32224 belong to the Singles and StartersExperian group

Most are on their own, starting to build independent lives in apartments with otheryoung singles

Self-described workaholics, share a desire to move up in status Generation Y Aspirational Liberal views

In 2011- 36,745 residents

12.7 percent are 20-24 years old, which is 4,786people.

Median age is 30.5.

44.9 percent renter occupied housing units

Almost 75 percent are either one person perhousehold or two people per household.

80 percent white and 8.9 percent black.

42.5 percent earn $0-$49,999 annually

61.3 percent are employed

Most have entry-level positions in service jobs

34.6 percent have never been married

23.1 percent have some college, 28.7 have abachelors degree


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Progressive attitudes Active leisure Fashion- conscious Digitally influenced Use Internet for communication and entertainment

c. Affluent members of Jacksonville area($100,000+ average household income). We pickedthis audience because they are active donors and can afford to attend high-end events

Demographics: For this group, we will use zip codes 32081, 32082, 32223 and 32259(every Duval and St. John County zip code with $100,000+ average income)

80 percent are 50 to 65 years old 27.6 percent earn $100,000 to $150,000+ annually 77.7 percent are owner occupied housing units 88.6 percent are white, 6.4 percent are black 61.9 percent own two+ vehicles 54.2 percent are married, spouse present 26.8 percent have a bachelors degree, 12.4 percent graduate degree

Psychographics: The highest Experian mosaic is Blue Sky Boomers

Laid-back baby boomers Empty-nesters Conservative Investors Outdoor Activities Pragmatic Shoppers Traditional family values Active in clubs and volunteering Novel digital users Digital media newcomers Becoming increasingly comfortable with the Internet Desktop computers, dial-up access

Key Messages:

Our tagline would be: Every person gets a meal, every person can heal.This tagline explores what it means to give a person much more than just food, but to give themhope. Our message strategy is to emphasize the selfless nature of the Clara White Mission, andhow much impact their services do in the lives of our homeless community. On a morespecialized level, Sunrise Agency has pinpointed the self-interests of our target audiences, as well

as the moral appeal of the cause. Local Businesses: A lot of businesses look for ways to spread good PR about their

corporation, one such outlet of doing so is by sponsoring non-profit events. This is atactic often used by businesses to promote their company as well as support a good cause.One example would be an event hosted by Child Cancer Fund on Nov. 10, 2013, wherethe restaurant BJs sponsored and prepared food.

UNF students: Many students, especially Greek members and students in an internship,are required to have a certain number of volunteer hours. Also, by showing the


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Budget:

EventsClaras Cupid Wine Mixer

Total Price: $7,747.14

Ponte Vedra Inn and Club

Price: $4,000

Wine:

Quantity: 300 bottlesPrice: $2,000

Food:

Price: $500 (food will be prepared by Clara White chefs)

Thread of Love Documentary:Price: $500

Projector Rental:

Price: $399

Decorations: (http://www.eventdecordirect.com/)Table Centerpieces:

Quantity: 30 @ .99Price: $29.70

King Table Skirt:

Quantity: 1 @ $152.24Price: $152.24

Backdrop Lights:Quantity: 6 @ $27.70Price: $166.20

Sweet by Holly Baking Class

Total Price: $1,422.80

Sweet by Holly Staff:Price: $500

Cupcakes/Cupcake Supplies:

Quantity: 20 dozen

Price: $660

Rentable Cupcake Stands:

Quantity: 10 @ $25 eachPrice: $250(http://www.sweetbyholly.com/Sweet_Price_List.pdf)

Streamers:

Quantity: 20 @ .64 centsPrice: $12.80


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UNF Volunteer Competition

Total Price: $717

UNF Market Day Booth:Quantity: Four weeks @ $30Price: $120(http://www.unf.edu/studentunion/Room_Pricing.aspx)

Riverside Arts Market Booth:

Quantity: Four monthsPrice: Free

Banner Display:

Quantity: Three @ $199 eachPrice: $597(http://www.4imprint.com/product/8922-32/Economy-Retractor-Banner-Display-32)

Tickets for Winners:

Price: Free

Marketing Items

Total Price: $2,502

Flyers:

Quantity: 10,000Price: $395(http://www.taradel.com/bulkprinting)

Pens:Quantity: 500Price: $170(http://www.4imprint.com/product/6551/Javelin-Pen)

Tote Bags:

Quantity: 300Price: $429(http://www.4imprint.com/product/106836-1513/Value-Grocery-Tote-15-x-13)

Tumblers:

Quantity: 200Price: $708(http://www.4imprint.com/product/105869-16/Spirit-Tumbler-16-oz.)

Mailing Costs:Quantity: 1,000 local businessesPrice: $800

Total Costs: $12,388.94

Agency Fee:$8,000


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Total Used: $20,388.94Remaining: $4,611.06

(We will use the remaining budget to buy airtime on local news stations to spread awareness)

Evaluation:

After the campaign, we will hold focus groups with our target audiences to see how wellthey received the media efforts and events. We will also keep track of how many people attendedthe events, and compare them to the attendance rates of previous Clara White Mission events.The number of volunteers is another way we will determine how successful our campaign was.Sunrise Agency will do this by comparing the number of volunteers before and after thecampaign. Finally, we will look at social media awareness. We will determine the number oflikes, follows, and reposts since the campaign began. Sunrise Agency is confident that we willachieve the results you desire!


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Works Cited

"Bulk Printing." Www.taradel.com. Taradel, LLC, 2013. Web. 12 Nov. 2013

"Clara White Mission." Clara White Mission - Jacksonville, FL. Clara White Mission, 2013.Web. 12 Oct. 2013.

"DemographicsNow." Gale Cengage Libraries. Gale, 2013. Web. 12 Oct. 2013.

"Economy Retractor Banner Display." Www.4imprint.com. 4imprint Inc., 2013. Web. 12 Oct.2013.

Experian Database. N.p., 2013. Web. 10 Nov. 2013.

"Javelin Pen." Www.4imprint.com. 4imprint Inc., 2013. Web. 12 Oct. 2013.

"Market Days." Www.unf.edu. University of North Florida, 2013. Web. 12 Nov. 2013.

"Nonprofits." Www.riversideartsmarket.com . Riverside Arts Market, 2013. Web. 8 Nov. 2013.

Nurse, Ann. "The Story of the Clara White Mission." Yahoo Contributor Network.Www.voices.yahoo.com, 30 Aug. 2011. Web. 12 Oct. 2013.

"Sulzbacher Center The Way Home." Www.sulzbachercenter.org. Sulzbacher Center, 2013.Web. 12 Nov. 2013.

"Sweet! Price Sheet." Www.sweetbyholly.com. Sweet by Holly, 2013. Web. 10 Nov. 2013.

The Inn and Club." Www.pontevedra.com. Ponte Vedra Beach Resorts, 2013. Web. 12 Nov.2013.

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