Media Relations Plan for The Navigation Center

Matteo Bacchi & Wanda Barquin

Magnificat Corporate Social Match

4

• Homeless• Celebrities• Politicians• Lawmakers• Social Workers• Local Civil Servants• Potential Donors/Partners• Media

Major NewspapersCelebrity JournalistsHuman Interest Reporters

KEY PUBLICS

Potential Cities Factors included:

● Highest # Homeless ● % of Chronically Homeless● % of children <18

Washington D.C. &

Baltimore

New York

Los Angeles

San Diego

MESSAGE

Only facility developed by the community that provides families shelter and offers longer-lasting solutions.

The Navigation Center is fully backed by community leaders, city officials and politicians in San Francisco, one of the cities with the highest number of homeless in the country.

MESSAGE

MEDIA STRATEGY

Advocacy-based events to allow the homeless, members of the community & the press to interact

Celebrity EventsTown Hall meetingsVolunteer Programs

TACTICS: Channel Mix

Volunteer Events

Celebrities Influencers

MediaOutreach

Social Media

ParksChurches

Town Hall Meetings

Movie ScreeningOne-on-one Meet & Greet

Press RoomMedia Pitches

Videos Blogosphere

KPIs

Volunteer Events

Celebrities Influencers

MediaOutreach

Social Media

#Attendees #Volunteers#PPL Served#Registrants

#Ambassadors

#Attendees#Influencers

Media Coverage #Celebrity Sightings

#ReportersTone Discussions

#Articles Published Social Media Metrics

#Log-ins/dayWebsite Traffic

Content AnalysisReach/Impressions

Avg. Time Logged-In#Fans/Hits/RT/Shares