"Friends in Service Helping" PR Presentation

Public RelationsCampaign


Agenda •  Our Agency •  Situa/onal Analysis •  Objec/ves •  Strategies •  Target Audience •  Tac/cs •  Measurement & Evalua/on •  Timeline •  Budget •  Conclusion


Our Agency •  Ac/ve Reac/ons

–  Our mission

•  The Ac/ve Model –  Analyze –  Select –  Create –  Evaluate


Situational Analysis •  Compe/tors

–  Gadabout –  ADA Paratransit –  Family Care Giving –  Hospicare & Pallia/ve Care Service of Tompkins County


Situational Analysis •  Research

–  Long-‐term Health Care Needs Assessment of 2010 –  FISH Current Survey – Way2Go –  Addi/onal Suggested Survey


Need Graph


What’s Been Done So Far… •  Rare Coverage

–  Town Talk column of Ithaca Journal –  Significant results

•  Gadabout –  Ithaca Journal –  Volunteermatch.org –  Posi/ve exposure


SWOT •  Strengths

–  Reputa/on –  Low Commitment Required –  Personal Service –  Service Area –  CommiXed Staff and Volunteers –  Free Services

•  Weaknesses –  Reaching Clients –  Decreasing Volunteers –  Lack of Funds –  No Centralized –  Small Staff –  Transporta/on


SWOT

•  Opportuni/es –  Market Expansion –  Corporate Sponsorship –  Dona/ons –  Many Local Students –  Large Demand for Service –  Way2Go Recogni/on

•  Threats –  Compe/tors –  Low levels of Awareness –  Complimentary Services


Objectives •  To increase local awareness of its free services •  To reach volunteers, clients, and donators who can help, use, and contribute to the services


Strategies •  "Making Friends Since 1966”

–  Emphasize the rela/onship between driver and clients and the feeling of friendship that is created

•  Iden/fied 3 target audiences –  Clients –  Donators –  Volunteers


Target Audience •  Clients –  Senior Ci/zens –  Young Adults

•  18-‐25

–  Children •  Donors

–  Service League –  Tompkins County Trust Company – Women’s Community Building


Target Audience •  Donors (cont’)

–  Local College & University outreach –  Fundraisers

•  Volunteers –  Newly Re/red –  18 Years of Age –  Flexible Schedule – Minimal Commitment


Tactics •  Online

–  Revamp the website •  Increase overall website

–  “Request a Ride” •  Easy access to client informa/on

Ithaca Daily News Tompkins-‐co.org Theithacan.org Cornellsun.com



Tactics •  Print Media

–  Resona/on with target audience –  New and vibrant fliers –  Brochures –  Press Release

Ithaca Times Ithaca Journal Finger Lakes Community Newspaper Ithacan Cornell Chronicle Cornell Daily Sun Cornell Alumni Magazine Tompkins Weekly Life in Finger Lakes Magazine Ithaca Community News



Eleanor Carey (866)255-‐6545

[email protected]

hXp://webideaz.com/fish/ FOR IMMEDIATE RELEASE FRIENDS IN SERVICE HELPING IS LOOKING FOR HELP FROM THE COMMUNITY ITHACA, NY-‐-‐ January 1, 2010-‐-‐ The Ithaca chapter of Friends in Service Helping organiza/on is looking for volunteers, addi/onal clientele, and dona/ons from the local community. In the first half of, 2010 FISH volunteer drivers drove over 8,000 miles and served 300 clients all over Tompkins County. Their services are very important to a number of people however, the declining number of volunteer drivers is limi/ng the transporta/on they are able to provide. To find out more informa/on, to volunteer, or donate please call 1-‐866-‐255-‐6545. There are a number of volunteer opportuni/es available at FISH. They are looking for volunteer drivers to medical and health related appointments. They are also asked to select a minimum of two days per month to be on call for transporta/on. The service is available 8am to 5pm on Monday through Friday. Volunteers are expected to use their own personal vehicles and be prepared to pay for fuel costs. They should have a clean driving record and

knowledge of the Tompkins County area. In addi/on, FISH is looking for poten/al telephoner’s who would be responsible for transminng messages and establishing collegial rela/onships with FISH drivers. They are asked to volunteer a minimum of one day per month and should have access to a personal phone.

The Tompkins Long Term Care Council and Health Planning Council Unmet Needs Survey determined that transporta/on is the number one concern among people in need in Tompkins County. FISH is a non-‐profit organiza/on that provides transporta/on to individuals who need rides to and from appointments anywhere in Tompkins County. They are one of the six service agencies ranked as “high impact” in the county, and the growing demand

for the service is affec/ng the organiza/on greatly. Dona/ons are greatly appreciated, and are used for a number of func/on’s including fuel reimbursement and marke/ng material.

The growing demand for FISH transporta/on services are due to an expanding range of medical services offered in Tompkins County, the aging of the general popula/on, and the economic state of the na/on increasing pressure on a number of people. To request a ride from FISH please call 1-‐866-‐255-‐6546 with the following informa/on: name, address, phone number, name and address of medical/health service, and date and /me of appointment. About FISH: FISH, an acronym for Friends in Service Helping, is a non-‐profit organiza/on in Tompkins County. FISH volunteers provide free rides to Tompkins County residents in need to medical and health related services. All rides are smoke-‐free, private, confiden/al and comfortable. FISH primarily serves elderly ci/zens who may be frail or who no longer drive, and Tompkins County residents who have limited transporta/on op/ons and resources. FISH has been in Tompkins County since 1966 having been started by members of St John’s Episcopal Church.

Today FISH is non sectarian and is governed by a six member Board of Directors.


Tactics •  Radio

–  PSAs •  Free to non-‐profit agencies •  Great way to reach older audiences •  Cayuga Radio Group

WSQG 90.9 FM Binghamton’s Jazz & News Alterna/ve WICB 91.7 FM Ithaca College WVBR 93.5 FM Ithaca's Real Rock Sta/on WYXL 97.3 FM Lite FM 97.3 WQNY 103.7 FM Q Country WHCU 870AM (10-‐12pm) News Talk WTKO 1470 AM WTK Oldies WYBY 920 AM Bible Broadcas/ng Network MLNL 1000 AM Chris/an Radio WNYY 1470 AM Progressive Talk


Tactics •  Dona/ons

–  banks, grocery stores, medical loca/ons, insurance agencies, privately owned businesses •  increase awareness of services

•  Suggested areas: – Wegmans

•  (date of event, purpose, what is needed, copy of 501 (c), contact person)

–  Tops Market –  Cayuga Medical Center –  Tompkins Trust Co.


Potential Donators List


Tactics •  Local Events

–  Downtown Ithaca Alliance •  Chili Fest •  Apple Fest

–  This will… •  Increase Awareness •  Interac/on with poten/al clients, volunteers, and donators

–  GIAC Fes/val


•  Dona/ons –  Dona/on list for repeat donors

•  Website traffic –  Who is visi/ng, and what sec/ons

•  Survey –  Customer sa/sfac/on

•  Media Coverage –  Success of PSAs

•  Media Rela/ons –  Other media outlets

•  Rides –  How customers make appointments

Measurement and Evaluation


2011 Timeline

Jan Feb Mar Jun Apr May Dec Nov Oct Sept Aug Jul

Ithaca College Fundraiser Cornell University Fundraiser

Relaunch website Print promo/on Local Bank Outreach

GIAC Fes/val Nursing home outreach Begin Holiday promo/ons

Begin Holiday promo/ons Registra/on for grant informa/onal session

Local Physician Outreach


Budget •  Print Media -‐ $450

–  200 Flyers = $268.51 –  100 Postcards = $123.85 –  Lew over = $ 57.64


Thank You! •  Ques/ons… •  Comments… •  Sugges/ons…

Documents

"Friends in Service Helping" PR Presentation