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Hands of HopePublic Relations Campaign Plan Book

“Hands of Hope Cares for Kids”

Camryn JonesApril 29, 2016

Dr. Kucia

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Introduction

Hands of Hope is a nonprofit pediatric neurological center located in Clinton,

Mississippi. Kolby and Sydney Sisson founded the organization to help children from birth to

age 18 with neurological disorders whose families cannot afford treatment; the Sissons want to

offer hope to the less fortunate and allow their patients to enjoy their childhoods.

Kolby is an alumnus of Mississippi College, where he studied public relations. Sydney, a

physical therapist at Methodist Rehabilitation Center, is also a Mississippi College graduate.

The Sissons developed the idea for Hands of Hope after Sydney served at Kenny Rogers

Children’s Center in Sikeston, Missouri for three years. The Center opened in 1973, and country

singer Kenny Rogers began supporting it in 1977 after he noticed the clinic’s contributions to the

community. Today, Kenny Rogers Children’s Center is a nonprofit neurological clinic that offers

cutting-edge therapy techniques to children.

Other pediatric neurological centers exist near Clinton. The University of Mississippi

Medical Center treats neurological disorders in children on a semi-nonprofit basis, and a clinic in

Ridgeland, Mississippi, requires patients’ families to pay out of pocket. Both clinics have waiting

lists for new patients.

Hands of Hope differs from its competitors. The Sissons’ center is a fully nonprofit

organization, and its focus is more specific than other clinics’ because it strictly treats

neurological disorders and not autism, sensory issues, or other conditions. Hands of Hope is also

the only clinic in the area to offer constraint-induced and low-vision therapies, neurological

development treatment, and driving specialists.

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Hands of Hope will have its grand opening on May 6, 2017. The center’s grand opening

celebration will include tours of the facility, inflatable slides, bounce houses, face painting, and

Chick-fil-A.

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Situation Analysis

Strengths:

Founders’ passion for pediatric neurology and

Nonprofit organization

High-quality treatment options that cannot be found at other clinics in the area

Building in Clinton with full staff.

Weaknesses:

$5,000 budget

No current patient base

Opportunities:

Only fully nonprofit pediatric neurology center in the Clinton area

Offers unique services to its patients

Located near Mississippi College’s Dyslexia Education and Evaluation Center, Blair E.

Batson Children’s Hospital, Mississippi School for the Blind, Mississippi School for the

Deaf, Magnolia Speech School, Hope Hollow, Camp Down Range, and The Mustard

Seed, Inc.

Continental’s recent decision to build a tire plant in Clinton,

Demographics:

o Largest segments of Clinton’s population are children under 18 years old and

adults ages 22-59, which are the target publics for Hands of Hope

Threats:

Competition from other local centers that treat children’s neurological disorders

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Doctors’ possible unwillingness to refer patients to Hands of Hope due to prior

connections with other clinics

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Objectives

Goal: Hands of Hope, a nonprofit pediatric neurology center, seeks to provide exceptional,

compassionate care to families in need.

Informational Objective: Increase awareness of Hands of Hope’s services by 20% before May 6,

2017.

Motivational Objective: Host a grand opening event on May 6, 2017, with 200 people in

attendance.

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Target Publics

Hands of Hope’s primary target public is parents or guardians with children who have

neurological disorders, specifically, those who live in Mississippi and Louisiana.

Grandparents of neurologically-disabled children in Mississippi and Louisiana are a

secondary public for Hands of Hope. Similar to parents, grandparents are also very invested in

the child’s wellbeing and will likely offer advice and help to find the best possible care for their

grandchild. However, unlike parents and guardians, grandparents do not make final decisions

about the child’s care.

Pediatric neurologists in Mississippi and Louisiana also constitute a secondary public.

The doctors who treat children’s neurological problems will choose which therapy facilities to

refer their patients to, so it is important that Hands of Hope targets them, as well.

Strategies

Raise awareness of Hands of Hope’s presence and high quality, not-for-profit services to

parents and grandparents of children with neurological disorders through social media,

traditional media, press releases, and public service announcements.

Inform pediatric neurologists of Hands of Hope’s unique services through face-to-face

meetings and brochures.

Promote Hands of Hope’s grand opening event through social media, earned media,

flyers, and public service announcements.

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Theme

Hands of Hope cares for kids.

Key Messages

To parents and guardians of children with neurological disorders: Hands of Hope wants

to provide your child with the highest-quality care available. The nonprofit center’s grand

opening event is the perfect time for your family to meet our staff and see what Hands of

Hope can do to improve your child’s life.

To grandparents of children with neurological disorders: Hands of Hope treats pediatric

neurological issues with care and compassion on a nonprofit basis. The grand opening

will offer family fun and an opportunity to experience what makes Hands of Hope an

exceptional children’s treatment center.

To pediatric neurologists: Hands of Hope treats pediatric neurological disorders in ways

that other centers in the region cannot. The facility will offer innovative treatment options

and a staff with advanced certifications rarely found elsewhere in order to give children

the best possible care.

Channels

Traditional media

o Television

o Radio

Social media

o Facebook

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Printed media

o Newspaper

o Fliers

o Brochures

Face to face

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Tactics

Tactic #1: Pre- and Post-Test Surveys- We will distribute surveys to determine how

aware pediatric neurologists and families of children with neurological disorders are of

Hands of Hope’s services before performing any other tactics. After the grand opening

event, we will distribute post-test surveys to determine the successfulness of the tactics.

This tactic will serve objective 1.

Tactic #2: Television Appearances- We will contact WAPT and WLBT to obtain time on

the air, preferably during the 7 a.m. news, when parents and grandparents are likely

watching. During our air time, a representative of Hands of Hope will discuss the center’s

services, ask viewers to “like” our Facebook page, and invite the public to our grand

opening event. This tactic will serve objectives 1 and 2.

Tactic #3: Facebook- We will maintain a well-curated Facebook account that will allow

parents and grandparents of children with neurological disorders, as well as the general

public, to learn more about Hands of Hope and promote our grand opening. The page will

share pictures of the facility, short biographies of staff members, and graphics that

remind followers about the grand opening event. This tactic will serve objectives 1 and 2.

Tactic #4: The Clinton Courier- We will create a press release that tells about Hands of

Hope’s upcoming grand opening and send it to The Clinton Courier at the beginning of

the last week of April. Many Clinton locals read this newspaper, so this tactic will serve

objectives 1 and 2.

Tactic #5: Invite the Mayor- We will send a letter to Phil Fisher, the mayor of Clinton,

inviting him to our grand opening. If Mayor Fisher attends, he will likely post a picture

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from the event on social media, where Clinton citizens will see it. This tactic will serve

objective 1.

Tactic #6: Radio Public Service Announcements- We will create public service

announcements about Hands of Hope’s presence in Clinton to send to local radio stations

that are popular among parents and grandparents, such as Mississippi Public

Broadcasting, Star 93.5, and Miss 103. This tactic will serve objective 1.

Tactic #7: Create Fliers- Hands of Hope will create fliers to distribute around the Clinton

area that advertise the grand opening. By leaving the fliers at popular businesses, we hope

to reach the maximum amount of people. This tactic will serve objectives 1 and 2.

Tactic #8: Create Brochures- We will create brochures that describe the high-quality

treatment options that Hands of Hope offers. We will distribute the brochures to pediatric

neurologists’ offices in Mississippi and Louisiana, both for the doctors themselves and

for their waiting rooms. This tactic will serve objective 1.

Tactic #9: Spring into Green Market- The Spring into Green Market is held on the second

Saturday in April each year in downtown Clinton; it is on the same day as the Caterpillar

Parade, which is a popular event for children and families. Hands of Hope will set up a

booth to distribute fliers and brochures to visitors and offer stickers for children. The

Market will be an ideal time to visit with Clinton families because it falls approximately

two weeks before Hands of Hope’s grand opening. This tactic will serve objectives 1 and

2.

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Budget

Note: Personnel costs will not be subtracted since this work will be done by students as part of a

class.

Item Total budget: $5,000.00

Print

o Surveys

Pre-test (200 x .20)……………………………………$40.00 $4,960.00

Post-test (200 x .20)…………………………………...$40.00 $4,920.00

o Fliers (500 x .20)……………………………………..………$100.00 $4,820.00

o Brochures (500 x .50)………………….……………………..$250.00 $4,570.00

Spring into Green Market

o Booth reservation……………………………………..………$20.00 $4,550.00

o Stickers (500 x .25)………………………………………….$125.00 $4,425.00

Grand Opening Event

o Tables and chairs…………………………………………...(in kind) $4,425.00

o Chick-fil-A………………………………………………….(in kind) $4,425.00

o Chips…………………………………………………….,…...$63.60 $4,361.40

o Drinks…………………………………………………….….$156.82 $4,204.58

o Napkins…………………………………………………….…$12.46 $4,192.12

o Ice…………………………………………………………..…$10.00 $4,182.12

o T-shirts (300 x 9.00)……………………………………….$2,700.00 $1,482.12

o Face paint……………………………………………………...$10.00 $1,472.12

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o Inflatable slides and bounce house………..………..……..…$385.00 $1,087.12

o Custom balloons………………………………………..……$134.98 $952.14

o Cake……………….………………………………………...$116.94 $835.20

o Wristbands……………………………………………………..$6.95 $828.25

Miscellaneous Expenses…………………………………………..……$500 $328.25

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Timeline

December January February March April MayDistribute pre-test survey

XXX

Maintain Facebook presence

XXX XXX XXX XXX XXX XXX

WAPT and WLBT

appearanceXXX XXX

The Clinton Courier XXX

Contact Mayor Phil

FisherXXX XXX

Invite local media to

grand opening

XXX XXX

Radio PSA XXX XXX XXX XXX XXXDistribute fliers to

local businesses

XXX

Distribute brochures

to pediatric neurologists

XXX

Prepare for Spring into

Green Market

XXX XXX

Spring into Green Market

XXX

Prepare for Grand

OpeningXXX XXX XXX XXX XXX

Grand Opening XXX

Distribute post-test survey XXX

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Evaluation XXX XXX XXX XXX XXX XXX

Timeline- Monthly Overview

December:

Distribute pre-test surveys to a random sample of families of children with neurological

disorders and pediatric neurologists in Mississippi and Louisiana

Post frequently on Hands of Hope’s Facebook page to raise public awareness and attract

possible clients

Print and distribute brochures to pediatric neurologists in Mississippi and Louisiana to

educate them about Hands of Hope’s services

Contact Funventures to reserve inflatable slide and bounce house

January:

Continue posting on Facebook to promote Hands of Hope

Create PSA to distribute to local radio stations

February:

Maintain Facebook presence

Distribute PSA to local radio stations

Reserve space at Spring into Green Market

Order stickers for Spring into Green Market

March:

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Maintain regular Facebook presence

Schedule appearances on WAPT and WLBT

Invite Mayor Phil Fisher to Hands of Hope’s grand opening event

Invite WAPT, WLBT, The Clarion-Ledger, and The Clinton Courier to attend grand

opening

Continue airing radio PSA

Create and distribute flyers about Hands of Hope’s grand opening to Clinton businesses

Contact First United Methodist Clinton for an in kind donation of tables and chairs

Contact Chick-fil-A to obtain an in kind donation of 225 chicken sandwiches

Have t-shirts printed for grand opening featuring Hands of Hope’s logo, along with

Chick-fil-A and First United Methodist Clinton’s logos in exchange for in kind donations

April:

Continue posting on Facebook

Send press release to The Clinton Courier

Continue airing radio PSA

Host booth at Spring into Green Market

Distribute fliers about grand opening and brochures about Hands of Hope’s services at

Spring into Green Market

Distribute stickers to children at Spring into Green Market

Order cake for grand opening

Send Mayor Fisher a reminder about the upcoming event

Send a reminder to WAPT, WLBT, The Clinton Courier, and The Clarion-Ledger

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Order customized balloons for grand opening

May:

Maintain Facebook presence; focus on promoting grand opening

Promote grand opening on WAPT and WLBT

Continue airing radio PSA

Purchase items for grand opening

Host grand opening event

Distribute post-test survey to a random sample of pediatric neurologists and families of

children with neurological disorders after grand opening event

Week before Grand Opening:

Purchase face paint

Continue promoting grand opening on Facebook

Week of Grand Opening:

Monday:

o Promote grand opening on Facebook

o Confirm bounce house and inflatable slide rental

o Confirm Chick-fil-A’s donation

o Confirm First United Methodist Clinton’s donation

Tuesday:

o Promote grand opening on Facebook

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o Begin collecting coolers for grand opening from staff

Wednesday:

o Promote grand opening on Facebook

o Discuss grand opening agenda with staff

Thursday:

o Promote grand opening on Facebook

o Purchase face paint, napkins, chips, and drinks

o Pick up tables and chairs

Friday:

o Promote grand opening on Facebook

o Set up tables and chairs

o Inflate balloons

Day of Grand Opening:

8:00 a.m.- Arrive at Hands of Hope

8:30 a.m.- Pick up cake

9:00 a.m.- Purchase ice and fill coolers with drinks

9:30 a.m.- Set up bounce house, inflatable slides, and face painting station

10:00 a.m.- Event begins; hand out wristbands and t-shirts as guests arrive

10:30 a.m.- Set out chips and napkins; pick up Chick-fil-A sandwiches

11:00 a.m.- Begin serving lunch

11:30 a.m.- Cut cake

12:00 p.m.- Kolby and Sydney Sisson thank guests

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12:15 p.m.- Tours of Hands of Hope facility begin

2:00 p.m.- Event ends

2:30 p.m.- Clean-up

Evaluation of Objectives

Objective 1: Increase awareness of Hands of Hope’s services by 20% before May 6, 2017.

To determine whether or not this objective was met, we will distribute pre- and post-test

surveys to gauge awareness of Hands of Hope among pediatric neurologists and families

of children with neurological disorders.

Objective 2: Host a grand opening event on May 6, 2017, with 200 people in attendance.

To determine whether or not this objective was met, we will give an armband to each

person upon arrival at the grand opening.

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Evaluation of Tactics

Tactic #1: Pre- and Post-Test Surveys- We will distribute 200 surveys to determine how aware

pediatric neurologists and families of children with neurological disorders are of Hands of

Hope’s services before performing any other tactics. After the grand opening event, we will

distribute 200 post-test surveys to determine the successfulness of the tactics. This tactic will

serve objective 1.

If 100 pre-test surveys and 100 post-test surveys are returned, this tactic will be

considered successful.

Tactic #2: Television Appearances- We will contact WAPT and WLBT to obtain time on the air,

preferably during the 7 a.m. news, when parents and grandparents are likely watching. During

our air time, a representative of Hands of Hope will discuss the center’s services, ask viewers to

“like” our Facebook page, and invite the public to our grand opening event. This tactic will serve

objectives 1 and 2.

If the number of “likes” on Hands of Hope’s Facebook page increases by more than 50

on the days of the on-air appearances, this tactic will be considered successful.

Tactic #3: Facebook- We will maintain a well-curated Facebook account that will allow parents

and grandparents of children with neurological disorders, as well as the general public, to learn

more about Hands of Hope and promote our grand opening. The page will share pictures of the

facility, short biographies of staff members, and graphics that remind followers about the grand

opening event. This tactic will serve objectives 1 and 2.

If the average number of interactions with Hands of Hope’s Facebook content increases

by 10% each week, this tactic will be considered successful.

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Tactic #4: The Clinton Courier- We will create a press release that tells about Hands of Hope’s

upcoming grand opening and send it to The Clinton Courier at the beginning of the last week of

April. Many Clinton locals read this newspaper, so this tactic will serve objectives 1 and 2.

If The Clinton Courier publishes our press release, this tactic will be considered

successful.

Tactic #5: Invite the Mayor- We will send a letter to Phil Fisher, the mayor of Clinton, inviting

him to our grand opening. If Mayor Fisher attends, he will likely post a picture from the event on

social media, where Clinton citizens will see it. This tactic will serve objective 1.

If Mayor Fisher attends our grand opening, this tactic will be considered successful.

Tactic #6: Radio Public Service Announcements- We will create public service announcements

about Hands of Hope’s presence in Clinton to send to local radio stations that are popular among

parents and grandparents, such as Mississippi Public Broadcasting, Star 93.5, and Miss 103. This

tactic will serve objective 1.

If the radio stations air our PSA, this tactic will be considered successful.

Tactic #7: Create Fliers- Hands of Hope will create fliers to distribute around the Clinton area

that advertise the grand opening. By leaving the fliers at popular businesses, we hope to reach the

maximum amount of people. This tactic will serve objectives 1 and 2.

If 50% of the total fliers left at Clinton businesses are taken by customers, this tactic will

be considered successful.

Tactic #8: Create Brochures- We will create brochures that describe the high-quality treatment

options that Hands of Hope offers. We will distribute the brochures to pediatric neurologists’

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offices in Mississippi and Louisiana, both for the doctors themselves and for their waiting rooms.

This tactic will serve objective 1.

If 20 people, either doctors or potential clients, contact Hands of Hope to learn more

about its services based on the brochure, this tactic will be considered successful.

Tactic #9: Spring into Green Market- The Spring into Green Market is held on the second

Saturday in April each year in downtown Clinton; it is on the same day as the Caterpillar Parade,

which is a popular event for children and families. Hands of Hope will set up a booth to

distribute fliers and brochures to visitors and offer stickers for children. The Market will be an

ideal time to visit with Clinton families because it falls approximately two weeks before Hands

of Hope’s grand opening. This tactic will serve objectives 1 and 2.

If 100 fliers and brochures and 300 stickers are distributed at the Spring into Green

Market, this tactic will be considered successful.

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Appendix A- Example of free t-shirt to be given away at the grand opening

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Appendix B- Example of Tactic #4

Hands of Hope

Contact: Camryn Jones FOR IMMEDIATE RELEASECell Phone: (228)217-9258Email: CCJones@mc.edu

HANDS OF HOPE TO HOLD GRAND OPENING

Event Will Feature Activities for Children and Tours of the Facility

April 24, 2017

Clinton, Miss.-- Hands of Hope, a nonprofit treatment center for children with neurological disorders, will host its grand opening at their new facility on East Northside Drive on Saturday, May 6, from 10 a.m. to 2 p.m.

Kolby Sisson, co-founder of Hands of Hope, said, “We hope that this will be a fun event for the community. We’ve worked hard to plan a great celebration that the whole family can enjoy, so I encourage everyone to come out and see the new building and spend an afternoon getting to know us.”

Hands of Hope’s free event will feature an inflatable slide, a bounce house, face painting. Guests will receive a complimentary Chick-fil-A sandwich for lunch and a free t-shirt. Staff will give tours of the center following lunch. All members of the community are invited to attend and learn about what makes Hands of Hope’s services unique.

For more information about this event, call Hands of Hope at 555-9876 or visit http://www.handsofhope.com/grandopening/.

Hands of Hope is a pediatric neurological nonprofit center located in Clinton, Mississippi. The center provides compassionate, high quality care and offers treatment options that cannot be found at other clinics in the Jackson area.

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Appendix C- Example of Tactic #3

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Appendix 4- Example of Sticker for Tactic #9

Hands of Hope Cares

for Kids