Thought Leadership Campaign

Family Promise of Clinton County

Rahel GuerreroJenna HochNaomi KataokaRebecca NearyKatie RogersDominique Witteck

Engage an organization’s most influential constituents.

Motivate them to believe and internalize the message.

Use own influence to educate and engage their audience.

Differs from traditional public relations campaigns.

What are thought leaders?

There is a need for greater thought leadership on the plight of people without homes in Clinton County.

There ought to be awareness of the stresses, challenges and suffering of people without homes.

Community organizations and members ought to be taking greater action to alleviate the stresses, challenges and suffering of people without homes.

What do our thought leaders need to know?

People without homes are invisible because they are put up in welfare motels and are not on the streets in Clinton County.

Clinton County boasts 71 religious congregations with over 62,000 members.

There are 8 school districts and 7 private schools in Clinton County that serve over 12,000 school-aged children.

Clinton County has 15 big employers.

Some important facts about Clinton County, NY

Spiritual Leaders

Community and Business Leaders

School PTAs and Private School Boards

Who will this campaign reach?

Spiritual leaders have direct influence on their adherents because they:

Shape values Change attitudes Provide guidance regarding social

issues Combined, these spiritual leaders are in

contact with a large portion of the population of Clinton County.

Spiritual Leaders

Community and business leaders provide more than volunteers.

They are active in the community and are in contact with a large portion of the population.

Community and Business Leaders

School PTAs and private school boards have direct involvement with parents and teachers in Clinton County.

They… champion causes. help channel a community vision. educate the community through various

means.

School PTAs

Thought leaders will become engaged in

and feel responsible for alleviating the stresses, challenges and suffering faced by people without homes in Clinton County.

Only when thought leaders become engaged, feel responsible and involve their constituents will the community be more inclined to take productive and positive action to help people without homes.

What is the goal of the campaign?

More places of worship will open their doors to people without homes in Clinton County.

Identify ways big employers can donate more to people without homes in Clinton County.

Educate more community organizations about the stresses, challenges and suffering in order to involve them in helping people without homes.

Increase the number of volunteers from community and spiritual organizations.

What can be done to reach this goal?

Spiritual leaders, community organizations and school PTAs will believe, understand, and internalize the message and place it on their social action agendas and programs. They will then convey the message in a compassionate, urgent manner.

What approach should Family Promise use?

Writing news releases Producing audio news releases Developing print PSAs Producing radio PSAs Blogging (Facebook) Podcasting Preparing op-ed pieces

Campaign Tactics

Before members of the community can help people without homes in Clinton County, they need to feel empowered and compelled to do so.

Who is in a position to do this?

◦ This campaign will motivate thought leaders to understand the stresses, challenges and suffering of people without homes in Clinton County.

What is the idea behind the message?

Thank you, Maureen Bradish, and board members of Family Promise of Clinton County for your attention and the opportunity to produce this campaign!  

Thank You