Hope Phones Plan

Transcript

HOPE PHONES PLAN Alexander, Courtot, Leeman and Smith SITUATION ANALYSIS During the summer of 2008 Josh Nesbit, then a senior at Stanford University studying Human Biology and International Health and Bioethics, used a donated laptop, 100 recycled cell phones, and a copy of FrontlineSMS software to set up an SMS-based communications network for St. Gabriel’s Hospital in rural Malawi and its Community Health Workers (CHWs). The network allowed the hospital to respond to requests for emergency medical care, track patients, record HIV and tuberculosis drug adherence, stay updated on patient status, mobilize remote communities for outreach testing, provide instant drug dosage/ usage information, and connect HIV/AIDS support group members. After just six months 150 patients at the rural hospitals in Malawi had received emergency care, community health workers had saved 1,000 hours of travel time which they used to visit more patients, the number of people being treated for Tuberculosis doubled, and the hospital saved $3,500 worth of fuel, which was used to purchase medication for patients. This trip was the birth of Frontline:SMS Medic, a nonprofit organization with a mission of advancing healthcare networks in under-served communities using innovative, appropriate mobile technologies. The centerpiece of its system is Frontline:SMS, a free, open-source software platform that enables largescale, two-way text messaging using only a laptop, a GSM modem, and inexpensive cell phones. We are extending the Frontline:SMS platform to enable better patient management, electronic medical records via the cell phone, cheap mobile diagnostics and mapping of health services. The main fundraising effort for Frontline:SMS Medic is HOPE PHONES. HOPE PHONES, similarly to Fronline:SMS Medic, helps community health workers connect distant patients to a medical clinic. A $10 cell phone will give 50 families access to emergency medical care, health information, transport services, and clinic resources. Donated phones are sent to a recycling center and given a value. This value is used to purchase appropriate, usable cell phones for community health workers at the medical clinics. The average donated phone in the US will allow us to purchase 2-3 cell phones for clinics. Frontline:SMS Medic and HOPE PHONES have sent the global development world abuzz via blogs, social media forums, and conventions. Though Fronline:SMS Medic and HOPE PHONES have received some increase in media attention because of its involvement with disaster relief in the wake of the earthquake in Haiti, there is still an incredible opportunity for public awareness in the media. For the purpose of this plan we will focus on the ability of HOPE PHONES as an accessible organization to generate public awareness and increased donations for Frontline:SMS Medic. Around the world, there are more than 2.4 billion cell phone users — and more than 1,000 new customers are added every minute (as of July 2006). The U.S. alone discards about 500,000 phones every day. If HOPE PHONES was able to collect and recycle just 1 percent of discarded phones in the US, Frontline:SMS Medic could provide 1 million community healthcare workers with mobile phones. Even better, increased partnerships could help to provide better healthcare for 50 million people in under-served communities. In order to achieve these successes Frontline:SMS Medic and HOPE PHONES need to launch a collaborative public relations effort that engages its audiences fully through grassroots campaigns, corporate and community partnerships, hands-on learning opportunities about the organization and heavy media attention. The following plan will lay out the strategic efforts we will use to achieve our mission of advancing healthcare networks in under-served communities. GOAL For HOPE PHONES to be increasing its mobile handset donations through greater public awareness. Alexander, Courtot, Leeman, Smith 2 TARGET AUDIENCES OFF-THE-HIP DONORS “On average, a person in the United States buys a new cell phone every 18 months, in Europe every 15 months — and in Japan every nine months,” (Fonebak). HOPE PHONES identifies recently used mobile phones as “off-the-hip.” These phones are the most valuable to HOPE PHONES recycling efforts and provides it with the opportunity to purchase more new phones for the Frontline:SMS Medic project. In the U.S., mobile phone use has risen from 340,000 subscribers in 1985 to over 175 million today. However, it is estimated that 148 million mobile phones will become obsolete or discarded every year and over 700 million mobile phones will be stockpiled in U.S. homes. College students, community organizations, and high school students will all be considered Off-the-Hip donors. COLLEGE STUDENTS The mobile phone is a “must” for college students to keep in contact with friends and family. Approximately 57.5 percent of college students are on family mobile phone bills and don’t pay the bills themselves. Additionally, college campuses are flourishing with students involving themselves in political, social and globally active organizations such as HOPE PHONES. The average college student is involved with a number of on campus organizations. George Washington University in Washington, D.C. has more than 350 student organizations on campus, 92 of which are service oriented. Students’ high drive to participate in service coupled with the fact that the average person in the U.S. purchases a new mobile phone every 18 months provides a great opportunity for HOPE PHONES activism and involvement on college campuses. COMMUNITY ORGANIZATIONS In the U.S. there are 122,356 libraries and an estimated 268,254 places of worship for various denominations. Although there is no definite answer to the number of public recreation facilities in the U.S., there are 2,686 YMCA’s or Young Men’s Christian Associations. The YMCA promotes and inspires life-long development for children, adults and families through programs that build healthy spirit, mind, and body for all. The YMCA achieves this through a broad range of activities that serve a community rich in racial, religious, ethnic, and economic diversity. The YMCA, along with other public recreation centers, libraries and places of worship have high attendance by community members and easy accessibility as donation spots for HOPE PHONES. HIGH SCHOOL STUDENTS Teens carry cell phones to have access to friends, family, and current events. In 2009, 66 percent of adolescents ages 8-18 used a cell phone regularly and 57 percent of teens said having a cell phone was key to their social life. Teens, especially social and involved high school students, are an untapped, sizeable market. They use cell phones in their daily lives and consider it an imperative accessory. High school students are also obsessed with obtaining the latest and most up-to-date technology, meaning they purchase new phones often and have old phones that can be utilized. Instead of letting these old phones collect dust in the back of a dresser drawer, HOPE PHONES can give high school students an easy, accessible way to be rid of their old phones, while giving them the sense they are making a difference. Alexander, Courtot, Leeman, Smith 3 PARTNERS CORPORATE U.S. charitable giving was estimated to be $307.65 billion in 2008, despite growing economic strain. Corporations and corporate foundations contribute 18 percent of total philanthropic giving, a number that is on the rise. Around 50 percent of corporations expect to increase their charitable giving each year. We intend to target corporations not only in order to be the recipient of these contributions, but to build successful partnerships that will spread our message. By partnering with these corporations we can establish a mutually beneficial relationship that will provide social responsibility for them and increased awareness for us. We plan to target those partners that not only have the ability to help our cause but that also possess an enthusiasm for philanthropy. MOBILE SERVICE PROVIDERS Verizon Wireless has the most customers of any wireless provider, serving over 91.2 million customers. It is the global leader in wireless service with a long history of good corporate citizenship. The Verizon Foundation is an initiative to “forge partnerships and focus on social issues that impact customers, employees and communities in the areas of education, safety, literacy and health.” The foundation gave nearly $68 million to nonprofit organizations in 2008. We will focus on building a partnership with Verizon Wireless not only because of its commitment to social issues, but because of its “new every two” program which allows its customers to exchange their phone for a newer model every two years. We hope by building a partnership with Verizon we can encourage its wireless customers to donate their old phones to the HOPE PHONES program every time they reach that two year mark. HEALTHCARE SERVICE PROVIDERS More than 80% of adults over the age of 18 made a doctor’s visit in the last year. More than 65 percent of these people made more than one visit to the doctor’s office, many making more than five. The vast majority of adults have access to a doctor’s office and make frequent trips. It is imperative HOPE PHONES take advantage of these frequented places and set-up donation stations so that people see the HOPE PHONES logo in a trusted location, establishing brand trust, and can easily find a donation station when running errands, such as going to a doctor’s appointment. MEDIA Since its inception, Frontline:SMS Medic and HOPE PHONES have received some national media attention through outlets such as CNN, TIME Magazine, and social media. However, there is a large opportunity in broadcast with news stations ABC, CBS, and NBC that have between 6.5 million and 10 million viewers per week. Local media will be more affective in raising awareness about community initiatives involving HOPE PHONES such as High School, College and Community Alliance efforts which will be discussed in detail later in the plan. Initially we will focus our media efforts in the greater Washington, D.C. area because HOPE PHONES is headquartered here. Frontline:SMS is the first organization of its kind. With its global reach it has the potential to affect millions more people than it does currently. A main source of attention for Frontline:SMS Medic and HOPE PHONES are social media outlets such as Facebook, Twitter and blogs focused on global development and health. These outlets have the opportunity to be expanded upon with more frequent updates and a better use of two-way communication. Alexander, Courtot, Leeman, Smith 4 OBJECTIVE 1 (OFF-THE-HIP DONORS) To increase HOPE PHONES Off-the-Hip donations by 1,000 phones per month on average. CAMPUS ALLIANCE STRATEGY We will utilize the enthusiasm and social consciousness of college students to raise awareness about HOPE PHONES on campuses throughout the U.S. By tapping into this resource HOPE PHONES will increase its fundraising potential dramatically in a relatively short amount of time. HOPE PHONES Ambassadors, traveling representatives of the organization, will help establish chapters of HOPE PHONES Campus Alliances and will oversee their quarterly progress. TACTICS Establish HOPE PHONES Campus Alliances by sending HOPE PHONES Ambassadors to campus involvement centers. HOPE PHONES Ambassadors will recruit HOPE PHONES Campus Alliance members and be responsible for oversight of the programs. HOPE PHONES Campus Alliances will use tactics such as: - literature distribution, - events, - presentations to other student organizations and - passing out branded gear. HOPE PHONES Campus Alliances will facilitate a yearly inter-collegiate competition called “HOPE PHONES Face-Off.” The Alliances will reach out to campus communities and encourage them to donate old phones at donation stations and at an event held specifically for the “HOPE PHONES Face-Off.” We are relying on the students’ desire to be involved and school spirit to foster the success of the “HOPE PHONES Face-Off.” - Each Campus Alliance chapter will plan an event for the kick-off of the “HOPE PHONES Face-Off.” Attendees will be encouraged to bring old phones to the event in exchange for participation. This could include, but is not limited to, concerts, theater events, athletic events and other fun activities. While we will encourage the Campus Alliances to utilize their creativity when promoting HOPE PHONES, HOPE PHONES Ambassadors will have to approve all activities that are held under the HOPE PHONES name and Alliances will have to adhere to a HOPE PHONES representation agree ment. HIGH SCHOOL ALLIANCE STRATEGY High School students are some of the most active mobile phone users and tend to be the most careless with their belongings. This provides an opportunity for HOPE PHONES to collect broken or unwanted mobile phones from high school students. High school students also are usually highly involved and competitive. We will utilize these characteristics to increase donations from teens. Alexander, Courtot, Leeman, Smith 5 TACTICS Much like the collegiate “HOPE PHONES Face-Off,” high schools will also have the opportunity to participate in a regional competition. - HOPE PHONES Ambassadors will reach out to high school administrators to ask for permission to involve each school’s students with HOPE PHONES. Ambassadors will do this by contacting them through letters of invitation to participate in the “HOPE PHONES Face-Off.” If requested, Ambas sadors will make presentations to administration detailing the organization, its efforts, and what the competition would include. The initial test market for the competition will take place in Washington, D.C. - After gaining support from school administration, HOPE PHONES Ambassadors will make presentations to each school explaining the HOPE PHONES mission. This will include showing students the “Hip-to-Hand” video and getting them excited about competing with rival schools in a regional, charitable phone drive. HOPE PHONES Ambassadors selected to give these presentations will be engaging and will possess a personality that is both empowering and interesting to young people. The “HOPE PHONES Face-Off” will begin immediately following this presentation. - HOPE PHONES donation stations will be set up in each school and counted on a weekly basis with results being posted on a website dedicated to the competition. At the end of the month-long competition, the school with the most phones collected will win performance at their prom by the Black Eyed Peas, a popular hip hop group with a reputation for their social consciousness. We will establish a HOPE PHONES donation station in high schools to encourage donations beyond the “HOPE PHONES Face-Off.” These donation stations will be present year-round. COMMUNITY ALLIANCE STRATEGY HOPE PHONES will target families by reaching out to community organizations for partnership. We will set up “HOPE PHONES Donation Stations” and provide information to community members by utilizing public facilities such as libraries, recreation centers and places of worship. By making HOPE PHONES Donation Stations accessible and in-sight we will make the donation process easier; thus increasing the number of donations HOPE PHONES receives. TACTICS HOPE PHONES will establish donation stations throughout communities in recreation facilities, places of worship and libraries. To initiate these alliances, Ambassadors will contact officials through letters of invitation to participate in HOPE PHONES initiatives. If requested. Ambassadors will make presentations to officials detailing the organization, its efforts and what the alliances would include. The initial test market for the alliances will take place in Washington D.C. We will utilize Community Alliances as a source for information dissemination. HOPE PHONES will leave various forms of brand material with Community Alliances’ donation stations. Material will include HOPE PHONES brochures detailing the organization and its efforts, stickers with the HOPE PHONES logo and posters that will be hung in Community Alliances. Alexander, Courtot, Leeman, Smith 6 ASSESSMENT - Count number of campuses actively participating in the competition in comparison with the number of campuses invited to participate. Determine why campuses chose not to participate in HOPE PHONES Campus Alliances through a short survey sent to campus involvement offices. - Keep a list of names and email addresses of students recruited to the HOPE PHONES Campus Alliances. Tally the number of students who actively participate in events opposed to those who are on the email list. - Count the number of phones donated by each campus alliance. - Evaluate the event for the “HOPE PHONES Face-Off” by counting the number of attendees. - Count the number of attendees to any and all HOPE PHONES presentations done by HOPE PHONES Ambassadors. - Count the amount of branded swag distributed throughout campus. - Count the number of high schools actively participating in the competition in comparison with the number of schools invited to participate. - Count the number of attendees to any and all HOPE PHONES presentations done by HOPE PHONES Ambassadors. - Monitor the locations and number of donations collected at donation stations in participating high schools. - Count the number of donations received from each high school on a weekly basis. - Count the amount of branded swag distributed to high school students. - Count the number of attendees to any and all HOPE PHONEs presentations done by HOPE PHONES Ambassadors. - Monitor the number of donations collected from donation stations in each community. OBJECTIVE 2 (PARTNERS) To increase HOPE PHONES monthly donations by 1,000 per month on average through professional partnerships. CORPORATE PARTNERSHIP STRATEGY Corporate giving, including grants from corporate foundations, totaled 13.8 billion in 2007. This gives HOPE PHONES an opportunity to build partnerships with corporations that have the means to help the organization succeed. We will build relationships with corporate sponsors through persuasive communication and the establishment of a mutually beneficial relationship. By creating a presence in the corporate world, HOPE PHONES will have an opportunity to be a recipient of corporate charitable giving. TACTICS Establish a corporate partnership with FEDEX/Kinkos. - A partnership between FEDEX/Kinkos will be the start of the “Minimal Effort. Maximum Hope.” Campaign. We will rely on FEDEX/Kinkos to set up donation stations in-store and be the official printer of HOPE PHONES Brand Material. FEDEX/Kinkos customers who donate to HOPE PHONES at a FEDEX/Kinkos donation station will receive a coupon for a discount off their next transaction with FEDEX/Kinkos. - We will ask FEDEX to put HOPE PHONES and FEDEX/Kinkos partnership stickers on all of its Flat Rate boxes for a one-month period, thus boosting the presence of the HOPE PHONES logo and endorsing the partnership between the two entities. The stickers will sport the “Minimal Effort. Maxi mum Hope.” slogan. Alexander, Courtot, Leeman, Smith 7 Establish a corporate partnership with Asurion, a mobile phone insurance company. Asurion customers send in broken phones in order to receive new phones. - Encourage Asurion to donate 10 percent of the broken phones it receives to HOPE PHONES. - Employees at Asurion will be encouraged to collect phone donations for HOPE PHONES. We will suggest to Asurion that for every 10 phones donated the employees will receive an incentive, such as parking privileges or recognition programs. MOBILE SERVICE PROVIDERS PARTNERSHIP STRATEGY We plan to create a partnership with Verizon Wireless in order to benefit from its widespread presence and large customer base of 91.2 million in the U.S. This provides HOPE PHONES with the opportunity to encourage Verizon’s customer base to donate phones. Additionally, Verizon has an outstanding history of corporate citizenship with its Verizon Foundation which provides nonprofit organizations the opportunity to apply for grants. HOPE PHONES is an eligible recipient of one of these grants based on its involvement in health; a main tenet in the Verizon Foundation’s initiatives. TACTICS HOPE PHONES will establish a partnership with Verizon Wireless through communications between HOPE PHONES’ founder, Josh Nesbit, and Verizon. - We will announce the partnership between Verizon Wireless and HOPE PHONES at the Verizon Center in Washington, D.C. during halftime at a Washington Wizards basketball game. - As a result of our partnership, HOPE PHONES will create specific information for Verizon to include in-store, and in both paper and online billing. Online customers will see an announcement about the partnership between the two entities. This will also inform customers of discounts they will receive in celebration of the partnership. Additionally, paper bills will include similar information. - In celebration of the partnership between HOPE PHONES and Verizon Wireless, customers will be offered discounts when they donate old phones to HOPE PHONES, or for trading in their old phone for an upgrade. - In a branding effort, HOPE PHONES will collaborate with Verizon to create phone accessories specific to Verizon phones that will include the HOPE PHONES logo. The accessories will include HOPE PHONES phone charms and HOPE PHONES phone skins. The Verizon Foundation, an effort by Verizon Wireless that is committed to social issues, offers nonprofit organizations the opportunity to receive grant funding. HOPE PHONES is eligible to be a recipient of such funding due to its work in Africa and with community health initiatives. HOPE PHONES will apply to receive a grant from its corporate partner, Verizon Wireless. HEALTHCARE SERVICES PARTNERSHIP STRATEGY We will partner with local healthcare service providers to establish a connection between Frontline:SMS Medic and persons concerned with healthcare. HOPE PHONES will set up donation stations within hospitals, doctor’s offices and corporate healthcare offices that will allow for a greater awareness of the organization and increased donations. This will give persons concerned with issues of global healthcare an opportunity to become involved. 8 Alexander, Courtot, Leeman, Smith TACTICS HOPE PHONES will create a partnership with The Johns Hopkins Hospital, one of the nation’s most prominent teaching hospitals. This will give HOPE PHONES access to health care workers, students and those interested in health issues. The Johns Hopkins Hospital services our test market of the greater Washington DC area as it is located in nearby Baltimore, MD. - HOPE PHONES donation stations will be set up in The Johns Hopkins Hospital and its affiliated doc tor’s offices, along with Brand Material such as informational brochures and posters. Doctors will be provided with stickers to distribute to patients. Send HOPE PHONES Ambassadors to teaching hospitals throughout the U.S., starting with The Johns Hopkins Hospital, to give informative presentations about FrontLine:SMS Medic and HOPE PHONES. Attendees will be asked ahead of time to bring old phones to donate. At the conclusion of the presentation the “Hip-to-Hand” video will be shown and the phones will be collected. Employees at partnering healthcare services organizations will be encouraged to collect phone donations for HOPE PHONES. We will suggest to the employers that for every 10 phones donated the employees will receive an incentive, such as parking privileges or recognition programs. BRAND REPRESENTATION STRATEGY We want people to recognize the HOPE PHONES logo, especially those who are potential Off-theHip donors. To do this we will implement branding tactics to make the HOPE PHONES name and logo more visible. The purpose of our branding efforts will be to become a recognized household logo, thus increasing the number of phone donations HOPE PHONES receives. TACTICS HOPE PHONES will create gear and swag including: - T-shirts, - Posters, - Stickers and - Phone accessories. *HOPE PHONES stickers and phone accessories will be produced with the help of corporate partners. - Create a partnership with American Apparel, a t-shirt outfitter that also focuses on social issues, to purchase wholesale t-shirts at discounted rates. The t-shirts will be branded with the HOPE PHONES name and logo. These will be made available to the public on the HOPE PHONES website, but will also be used as an advertising tool for HOPE PHONES Alliances. They will be consistent in style, but each individual alliance chapter will have an opportunity to customize the t-shirts with their organization’s name. - HOPE PHONES Campus Alliances will distribute various forms of HOPE PHONES gear and swag that will be financed partially through their own chapter’s fundraising efforts and also with the help of HOPE PHONES. The “Hip-to-Hand” campaign will show potential donors the life of HOPE PHONE from their hip, through the recycling process, and to the hand of a healthcare worker in an underserved community. We will use this campaign to show donors exactly where their efforts are going. It will also be enacted in different areas of our plan. Alexander, Courtot, Leeman, Smith 9 ASSESSMENT OBJECTIVE 3 (MEDIA) - Count the number of donations received by the FEDEX/Kinko’s and Asurion partnerships to gauge efficiency. - Count the amount of Brand Material created and distributed by the FEDEX/Kinko’s partnership. - Count the stickers distributed on FEDEX Flat-Rate boxes, to see how visible the HOPE PHONES logo is in a one-month period. - Gather the recorded attendance information for the halftime presentation at the Washington Wizard’s game. - Count the number of Verizon customers reached by the advertisements sent out in individual bills. - Count the number of hits to the Verizon website dedicated to the partnership and collection effort. - Count the number of Verizon customers donating old phones to HOPE PHONES. - Calculate the proceeds received from the sales of HOPE PHONES phone accessories. - Count the amount of Brand Material distributed in The John Hopkins Hospital and affiliated doctor’s offices. - Count the number of donation stations in The John Hopkins Hospital and affiliated doctor’s offices as well as the donations received at each donation station on a weekly basis. - Count the number of attendees to any and all Hope Phone presentations done by HOPE PHONES Ambassadors and the number of phones received at these events. - Count the amount of Brand Material distributed to community members. - Calculate the sales of HOPE PHONES gear purchased through its website. - Count the amount of gear and swag distributed by alliances. To garner 100,000 media impressions through consistent communication with media outlets. TRADITIONAL MEDIA STRATEGY TACTICS Currently HOPE PHONES does not seek media attention for itself through traditional outlets. By communicating more frequently with print and broadcast media, HOPE PHONES will generate greater public interest. This will assist in gaining awareness about the organization and in receiving more donations for HOPE PHONES To create rapport with media outlets we will send a pitch about the HOPE PHONES story. In accompaniment we will include a HOPE PHONES donation envelope to encourage the media personnel to donate their old phones and a DVD of the “Hip-to-Hand” video. We want media personnel to feel personally connected to the program. We will send out press releases to national media outlets announcing partnerships created between HOPE PHONES and various organizations. We hope this will generate positive impressions of HOPE PHONES and its partnering organizations. Send press kits tailored to individual DC area media to announce the start of “HOPE PHONES FaceOff” for both the high school and college competitions. In general, press kits might include: - Backgrounder on HOPE PHONES and FrontlineSMS, - Press Release on Face-off competitions, - Branded swag and - DVD of the “Hip-to-Hand” video. Send press kits to college campus media outlets to announce “HOPE PHONES Face-off ,” which will include: - Backgrounder on HOPE PHONES and FrontlineSMS, - Press Release on Face-off competitions, - Branded swag and - DVD of the “Hip-to-Hand” video. Alexander, Courtot, Leeman, Smith 10 SOCIAL MEDIA STRATEGY Although HOPE PHONES has a presence through several social media outlets such as Twitter, Facebook and the founder’s personal blog, more consistent communication would create a greater buzz in the social media world. This would also assist in networking and building relationships with organizations that already have a large online presence. We can then utilize these relationships to gain a bigger presence ourselves and aid HOPE PHONES in its development as it strives to become a more prominent organization. TACTICS Social media press release directing audience to organization’s Facebook, Twitter, blog, homepage, as well as video “Life of a Hope Phone,” photos of people affected by HOPE PHONES, information about partnerships and HOPE PHONE sponsors. Enhance HOPE PHONES fanbase on organization’s Facebook Fan page, as well as followers on Twitter page. Create Facebook and Twitter pages exclusively for high school and college competitions so that groups can keep track of their standing Update Facebook and Twitter pages more frequently Begin HOPE PHONES Blog Encourage student HOPE PHONES alliances to create Facebook groups dedicated to their fundraising efforts Create links to organization social media sites and blog on HOPE PHONES homepage ASSESSMENT - Count the number of media impressions on a national and local level and evaluate the quality of those impressions. - Count the number of donations collected by media personnel. - Count interaction on HOPE PHONES’ Facebook fan page using analytics. This will include number of fans, wall posts, “likes” and comments. Also, noting the quality of interaction will allow us to know the engagement of those visiting the HOPE PHONES page. Once Click Through Rate (CTR) and Engagement Rate (ETR) is made available, it can be used to provide a measure of content appearing in fans’ Facebook News Feed. If a user clicks on a user’s post, it will be counted as Stream CTR. If a user “likes” or comments on a post it will be counted in the Stream ETR. We can analyze the media consumption on HOPE PHONES’ Facebook page, which includes photos and video plays. The “Reviews” and discussions board applications can also be used to allow users to review the organization and launch topics of conversation surrounding HOPE PHONES. Finally, Facebook allows us to gauge the demographic of our audience as it gives us a direct link. This information can be compared to the involvement of audiences prior to the launch of the plan. - Count the number of followers on the HOPE PHONES Twitter page and compare to the amount of fans prior to the implementation of this plan. - Monitor Twitter responses including tweets, replies, direct messages, and hash tag use. Count positive, negative, and neutral responses. - Monitor the updating of all organization social media pages to ensure frequent updates. - Keep track of any comments posted to the organization’s blog to determine the involvement of audiences with HOPE PHONES’ message and to gauge their interest in HOPE PHONES. - Track social media press release downloads and monitor media use of information dissemi¬nated through the release. - Count Youtube video views and monitor video comments. Alexander, Courtot, Leeman, Smith 11 TIMELINE Mid March 2011 - Secure ALL Corporate Partnerships Late March 2011 - Press releases and media kits distributed - Donation materials sent to media outlets - Social media press release distributed - Create/update all social media pages associated with the organization - Secure participating high schools, and colleges, for the Face-off competition through communication with high school principals and University Campus Involvement Centers. (High school competition will end in the first week of May, as prom is usually held in the second week, college competition will end in Mid May) - Facilitate HOPE PHONES Ambassador Presentations at high schools and universities. -Begin the production and distribution of swag through corporate partners. Early April 2011 - Establish high school and college Facebook and Twitter pages dedicated to the competition. - April 2nd- Verizon and HOPE PHONES partnership announced at Half Time at Washington Wizards vs. Chicago Game. - Stickers on FEDEX/Kinko’s flat rate shipping boxes will begin April 10th and run until May 10th. - Set up donation stations at participating high Schools and colleges - Set up donation stations at all corporate partnerships and media outlets that wish to participate. - Begin advertising and distributing swag to high school and college students - Establish student organization alliance at college campus and begin recruiting members. - Establish Community Alliances and distributors and begin setting up donation stations throughout participating communities. Mid April 2011 - Advertising will go up in all Verizon stores. Late April 2011 - Verizon customers will be receive HOPE PHONES information in their April bill - Verizon HOPE PHONES accessories will become available online and in-stores. Early May 2011 - End high school and college competitions and count donations to determine winner. - 2nd Week of May - Prom concert held with Black Eyed Peas. Alexander, Courtot, Leeman, Smith 12 BUDGET (PER YEAR) Travel budget for HOPE PHONES ambassadors: 30 x $300 per flight (on average) = $9000 + 3600 miles driven x .50 per mile = $1800 + 30 hotel rooms x $150 per night = $4500 + $10,000 miscellaneous travel costs $25,300 in travel costs Marketing: Letters sent to potential donors 5,000 letters x $109.95 (per 250 letters) = T-shirts 1500 t-shirts x $1.29 per shirt = Posters 2500 posters x $0.16 per poster = Donation stations 2500 x $5 per station = Stickers 10,000 x $0.011 DVDs 1000 DVD x $1.19 per DVD = Total travel + Total marketing = $2199 $1935 $399.95 $1250 $112.20 $1190 $7086.15 $32,386.15 - GRANTS/FUNDING RECEIVED TOTAL BUDGET NECESSARY Alexander, Courtot, Leeman, Smith 13 Alexander, Courtot, Leeman, Smith 14