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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
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: [email protected]
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