Team

Gloria Trinidad, University of Arkansas

Mallory Ham, Freed-Hardeman UniversityJulie Coppedge, Abilene Christian University

Sara Eisen, Rutgers University

Positioning: Overview• Private, non-profit organization that

provides 24-hour emergency residential care

• Children are able to stay for 45 days within a 6-month period.

Positioning: Services

Services Provided: • Emergency care• On-site counseling• On-site school• Expanding Horizons

ResearchAbuse in Northwest Arkansas:• Washington and Benton counties– 3rd and 4th highest

number of incidences• May 2012 -- 85 cases, a monthly record-high• 12% of the states children in foster care in 2012

Target Audiences

• Employees• Volunteers• Current donors• Community members• Students• Churches• External stakeholders• Media• Opinion leaders and elected officials

Overall Goal

Use effective communication to increase both awareness and

funding for Children’s Shelter X to yield internal and external growth.

Strategy: Social Media

Improve communication through social media to:

• Maintain a presence on current platforms• Increase generation of original content• Expand Children's Shelter social reach

Strategy: Internal

Manage and maximize internal communication by:• Creating sense of advocacy in employees and

volunteers• Enhance communication capabilities through

increased staffing

Strategy: External

Create and communicate messages that:• Raise awareness of services provided by the

Children's Shelter• Build positive relationships • Encourage community to give

Key Messages

Children’s Shelter X is a secure, safe environment for children while providing them with a sense of comfort and

support they have never experienced.

Key Messages

Children’s Shelter X is the only children's shelter within 300

miles that provides services to children from infants to age 17

who are victims of violence, neglect, and abuse.

Key Messages Children’s Shelter X is only

provided 20% of funding from the state, whereas 80% must

come from donors. This funding enables CSX to provide a safe

haven to 550 children each year.

Tactic: Staffing• Advertise for an unpaid marketing and community

relations intern to assist Director of Marketing

Tactic: Talking Tour• Invite local journalists for personal tour of the shelter• Position Children's Shelter X as a hidden resource

providing safe haven for kids

Tactic: Social Media• Improve communication with followers

and reach out to new audiences using:o Facebooko Twittero Pinteresto Instagram

Social Media: FacebookCurrent Page• 4,353 "likes"

o 26% increase from March 2012• 111 talking about this page

Tactics• In the next year, increase "likes" by 35% (about

5,800) • Generate 2-3 original posts each week, including

pictures• Tag relevant organizations in posts

Social Media: TwitterCurrent Page• 278 tweets• 112 followers• 145 following

Tactics• Generate 10 original tweets a month

• #transformationtuesday• #throwbackthursday

• Retweet at least 1-2 tweets from other organizations, donors, employees or people

• Follow 150-200 more organizations• Mention and tag organizations in tweets

Social Media: PinterestStructure• Develop boards to emphasize the unique qualities of

the Children's Shelter • Education/classes• Field trips• Outstanding community members• Exceptional employees• Fundraising events• Child abuse prevention

Expand network• Repin other relevant pins • Advertise Pinterest on other social media (without

linking)

Social Media: InstagramFree mobile app for photo sharing and social community engagement.

o Offers untraditional visual appealo Increase exposure, engagemento Stimulate emotion

Suggested content categories:

• Emotional link to kids

• Branding

• Sponsors/Donors/Employees/Volunteers

• Event promotions

• Facility

• Education

MeasurementsAnalyze the amount of social media involvement:Facebook• Interactions the Children's Shelter page

Twitter• Whether or not there was a gain in followers• How many retweets and favorites received

Pinterest• How many repins

Instagram• Whether or not a following was received• How many comments and favorites received

Additional Measurements• Analyze use of mobile donations• Track visits to the Children’s Shelter X website

Additional Ideas• Develop general crisis plan and train all

employees/volunteers• Amp up social presence with National Child Abuse

Prevention Month