Fatima Family Center Communication Plan

Fatima Family Center Page 1

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Introduction/Credentials

Double-Whammy Communications – a full service communications agency providing expertise

and strategic execution in the areas of advertising and public relations.

Meet your team:

o Jordan Burress

Graduated from the E.W. Scripps School of Journalism at Ohio University in

2003 with a Bachelor's degree in journalism. Since then, he has worked at IMI

Talent Management in promotions, the City of Cleveland Heights in public

relations and at Hawken School in media and public relations and advertising. He

currently works as a freelance writer and as the Coordinator of E-Philanthropy at

Cleveland State University, where he is responsible for electronic constituent

engagement and building a strategic electronic communications plan for

university advancement.

Related Course Work

Media Strategy and Planning

Public Relations and Media Management

Principles of Marketing

Communication Theory

o Stephanie Dowd

Graduated from Marietta College in May of 2008 with a a Bachelor's of Arts and

Science degree with Advertising and Public Relations as her major with a minor

in Sports Management. Currently working towards a Master's Degree in

Communications Management from John Carroll University, Stephanie is the

graduate assistant for the JCU women‟s basketball team. Her internship in the

promotions department at the Lake County Captains brings her the experience,

skill and knowledge needed to strive in the communications‟ field.

Related Course Work

Public Relations Writing

Special Events and Promotions

Organizational Management


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o Katie Fink

A first year graduate student, Katie graduated from Mercyhurst College with a

Bachelor‟s degree majoring in Marketing, Advertising, and Public Relations. She

has worked with various companies throughout Erie, Pennsylvania to create

marketing and promotional plans.

Related Course Work

Business Policy and Strategy

Marketing Management

Advertising and Promotions

Communications Campaigns

o Nick Giallourakis –

Nick is a first-year graduate assistant at John Carroll in the Communications

Department. He graduated from at Mercyhurst College with a Bachelor's of Arts

degree, a Communications major and a minor in Marketing.

Related Course work

Consumer Behavior

Public Relation Techniques

Media Promotions

Sales Management

o Veronika Korner

Veronika graduated in 2005 with a Master‟s degree in Hungarian Literature and

Grammar and a Bachelor‟s degree in Communications (Budapest, Hungary).

Currently she is a graduate student with major in Communications Management

at John Carroll University. Previously she worked as a PR assistant for an outdoor

media company.

Related Course Work

Media Strategy and Planning

Public Relations (Budapest, Hungary)

Public Relations Campaigns


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o Michael Krieger

Pursuing a Master‟s in Communications Management at John Carroll, Michael

graduated from Ohio Wesleyan in 2006 with a Bachelor‟s degree in Journalism.

Currently, he works remotely for a teaching recruiting agency based in London.

He previously worked as an assistant baseball coach for Case Western Reserve

University. One of his main duties was to provide content and publish a

newsletter. The newsletter is distributed to over 400 alumni. In turn, those alumni

donated over $65, 000 to the CWRU baseball program last year.

Relevant Course Work


Marketing Management

Editing

Media Strategy & Planning

o Brooke McCann

A 2006 alumna from John Carroll University, Brooke graduated with a Bachelor‟s

degree in Communications. She currently is the graduate assistant in the Sports

Information Department at JCU. Brooke will be completing her Master‟s in

Communications Management in May of 2009. Her previous work includes;

communications intern for Susan G Komen for the Cure Northeast Ohio, reporter

for the Mount Vernon News in Mount Vernon, Ohio, special projects intern at

WEWS News Channel 5 in Cleveland, Ohio and volunteering for Relay for Life,

Race for the Cure and the Greater Cleveland Hunger Network.

Related Course Work

Public Relations and Media Strategy


Strategic Human Resource Management

Leadership and Managerial Skills

Background/Assignment

On September 23, 2008, Double-Whammy Communications met with LeJean Ray-McNair,

Barry Withers, and Mansfield Frazier at the Fatima Family Center. This meeting provided

varying perspectives about the Fatima Family Center and the Hough neighborhood. The D-W

Communications team left the meeting a little overwhelmed, but excited and enthusiastic to get

started. The following list describes the needs and hopes of the Fatima Family Center as were

proposed during the meeting and request for proposal.

o Create a feasible communication plan for the Fatima Family Center.


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o Assist in the ongoing communications between all generations, providing information

and bridging the gap between different audiences who have various needs.

o Create a plan with strategies and tactics that will keep the lines of communication open.

o Develop a newsletter for distribution in the Hough neighborhood.

o Develop an analysis of the Center, including: target audiences, other nearby non-profit

organizations, the political position and other relevant topics for discussion.

o Assist the Fatima Family Center in creating neighborhood cohesiveness and pride.

Executive Summary

Following our visit to the Fatima Family Center, we wanted to research more about Hough and

the surrounding neighborhoods. We looked at the history of Hough, the relevance of the name

Fatima and other topics discussed during our meeting. The following information is a quick

snapshot of the research we gathered and summarized:

The Fatima Family Center

The Fatima Family Center was established by Catholic Charities and the Diocese

of Cleveland in 1973. The Center began as an outreach ministry of Our Lady of

Fatima Church. The Fatima Family Center is an intergenerational non-profit

organization that serves the Ward 7, Hough neighborhood and provides programs

and service to the community. LaJean Ray-McNair is the Fatima Director of the

Center, who coordinates the programs and collaborates with the other agencies in

the neighborhood. Along with programs and services, the Fatima Family Center

prides itself on having the only automated teller machine (ATM) in Hough. The

facility is a great place for families especially in the colder months when everyone

gathers around the wood-burning fire.

The Fatima Family Center services include Head Start, afterschool sessions,

tutoring, athletics, summer camp, college tours, emergency and transitional

services, health counseling, legal services, pre-employment initiatives, health,

education, and recreational activities for older adults.

The Awareness and Perception of the Hough Neighborhood


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Ward 7 Council

Ward 7 Councilwoman Fannie M. Lewis served on Cleveland City

Council from January 1980 to August 2008.

She supported the Cleveland Resident Employment law, which requires

construction projects receiving $100,000 or more from city funds employ

people who live in the city to work on those projects (Cleveland City

Council).

Councilwoman Lewis supervised the investment of $90 million into

neighborhoods. She was also a key player in a case upheld by the U.S.

Supreme Court regarding the use of student vouchers. The court ruled that

student vouchers could be used by the Cleveland Municipal School

students to attend private schools in the community (Cleveland City

Council).

Lewis died in August of 2008 leaving an open seat in Cleveland City

Council. The seat was appointed to Stephanie Howse after it was

announced that Lewis privately wanted Howse to replace her (McRae,

2008).

In a special election on Tuesday, November 18, 2008, the residence voted

T.J. Dow to serve as the councilperson for Ward 7. An attorney for the

felony division of the Cuyahoga County prosecutor‟s office, Dow

proposed more programs for seniors and youths and the need to attract

more business to the Hough neighborhood during his campaign. He has a

law degree from Cleveland State University and worked as an intern under

Ward 10 Councilman Roosevelt Coats while attending CSU (Baird, 2008).

Hough Neighborhood

Continuing our research, we looked for impressions of the Hough neighborhood.

We read about the Hough Riots, the effects and perceptions.

The Hough Riots took place in the summer of 1966. The developments in

the Hough Neighborhood were spawned from a local establishment‟s

unwillingness to provide a glass of water to an African-American. Blocks

of homes were destroyed due to arson, while four individuals lost their

lives. Over 2,000 National Guardsmen had to be called in to help put an

end to the riots. The neighborhood experienced many white dwellers

fleeting to the suburbs, and economic opportunity did not improve. The

Hough Riots have left the neighborhood branded as an area for individuals

of the lowest socio-economic status even though the neighborhood has

seen the development of shopping centers and middle-class apartments

recently.


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The 2000 Census of Population and Housing, Northern Ohio Data and Information

Service Maxine Goodman Levin College of Urban Affairs Cleveland State

University indicates:

The Hough Neighborhood Demographics

Total Population: 16,294

Caucasian: 361

African American: 15,702

Male: 7,520

Female: 8,774

Age:

15-24: 377

25-34: 932

35-44: 1,407

45-54: 1,255

55-64: 894

65-74: 1,112

75-84: 586

85+: 129

Household Income:

Total Households=6,692

Total Families=3,589

Family Median Income: $20,770

Family Mean Income: $29,316

Caucasian Family Median Income: $48,889

African American Family Median Income: $20,302

Value of Housing Units:

Total Housing Units=8,408

Total Median Value: $60,608

Total Mean Value: $82,326

Caucasian Owner Median Value: $ 127,206

Caucasian Owner Mean Value: $ 146,123

African American Owner Median Value: $ 58,165

African American Owner Mean Value: $ 78,666


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Organizations available to the community

University Circle (UCI) - Non-profit organizations

Cleveland Music School Settlement

Cleveland Botanical Gardens

Cleveland Institute of Music

Friends of Cleveland Schools

Cleveland Institute of Art

Cleveland Children‟s Museum

Cleveland Municipal School District (CMSD)

East High School

John Hay

MLK High School

John Raper Elementary

John D. Rockefeller

Giddings Elementary

Other

Cleveland Clinic Health Systems Main Hospital

Cuyahoga Co. Juvenile Court

Social Service organizations

Local Police forces (5th

District Police Dept)

LaJean discussed with D-W Communications, the resources the Fatima Family

Center uses and those still needed. Below are a few service providers. These are

community organizations that help residents share information to serve families and

provide safety programs and community events:

Neighborhood Emergency Preparedness Initiative (NEPI) North East Ohio Neighborhood Health Services (NEON) in partnership with the

City of Cleveland uses NEPI to promote emergency preparedness at the

neighborhood level, particularly in areas where at-risk youth can be exposed to

neighborhood health and safety, life saving information, leadership, community

service, governance, and career development all under the auspices of homeland

security. (4KIDS Endowment Foundation, 2006)


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The Willson Charter School A new standard for excellence for middle school urban youth, this safe and secure

state-of-the-art facility will offer an array of life, entrepreneurial, and college

preparatory learning modules supported by a youth leadership and enterprise

development vision. (4KIDS Endowment Foundation, 2006)

Agora Performance Technology Institute The Agora Vision is to offer aspiring professionals an opportunity for careers

behind the scenes of the entertainment industry, including production

management, light and audio-visual operation, and stage management for live

performance. Students will learn from industry professionals while

simultaneously working on a variety of live performances and stage projects.

(4KIDS Endowment Foundation, 2006)

One concept raised during the meeting was the idea of community investing for the Hough

neighborhood. D-W Communications looked into community investing and development

and how this concept works in other neighborhoods.

Community Investing vs. Community Development

Community Investing is a person or group of people investing in a community

through their business. Their goal is to make money and still help the community

where their business is located. (Giallourakis, 2008)

We spoke with Mark Heller, Vice President of Fodor Companies, about his

experience with community investing. He applied and received a grant from the

city of which his store is located to help rebuild the face of his store. The city

wants buildings to look good and not rundown. Heller is also providing jobs for

the people in the city to help rebuild the face of his store. In return, Heller gets

40% of the cost back. It is a win-win for both the community for the look of the

buildings and providing jobs, as well as saving money for Heller and making his

store look brand new (Heller, 2008).

As for individual investing, a person within the Hough community can go through

a credit union and receive a loan to help them pay for a house or help with a

business. All individuals must be approved to ensure they can re-pay the loan.

(Giallourakis, 2008)

Community development can be a non-profit approach or an investment for a

company. There are community development corporations (CDC) all across the

United States. These CDCs‟ are located within neighborhoods to help bring in

jobs, help receive approval for grants for education and housing (Giallourakis,

2008).

Hough has a CDC called Consortium Economic Community Development

(CCED). The "Hough Initiative" is mainly to help families buy homes and

improve education within the Hough community. CCED is currently working


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with a group called 4Kids (Based in Cleveland) and a Georgia closing firm called

Morris-Hardwick-Schneider to help locate vacant foreclosed homes and give back

to the community at a much lower price (Reuters, 2008).

Executive Summary Works Cited

4KIDS Endowment Foundation. (2006). Economic Development. Retrieved October

2008, from My 4KIDS Foundation: http://www.my4kidsfoundation.org/

Cleveland City Council. (n.d.). Celebration of life: a tribute to the honorable Fannie M. Lewis .

Retrieved October 2008, from Cleveland City Council:

http://www.clevelandcitycouncil.org/Home/CelebrationofLife/tabid/554/Default.aspx

Giallourakis, H. (2008, October). Community investment versus community

development. (N. Giallourakis, Interviewer)

Heller, M. (2008, October). Community investment versus community development. (N.

Giallourakis, Interviewer)

Reuters, T. (2008, January 21). Reuters. Retrieved October 2008, from Business Wire:

http://www.reuters.com/article/idUS171007+21-Jan-2008+BW20080121

Goal

To create awareness of the Fatima Family Center in the community of Hough.

Objective

To increase participation in the Fatima programs and volunteering for the Center.

Positioning

On May 13, 1917, the Fatima legacy was born. The Virgin Mary, Mother of Jesus

appears to three shepherd children in Fatima, Portugal. She became known as Lady of Fatima.

Thousands of people flocked to Fatima in the ensuing months, drawn by reports of visions and

miracles.


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Lady of Fatima became a symbol of hope and courage to anyone who believes in her.

Team Fatima brings with it the same meaning with an understanding of the vision the Fatima

Family Center holds. The figure, Lady of Fatima, brought awareness to the people on how to be

saved in a way that they would never have understood without her. Team Fatima will also bring

awareness to residents of Hough that it is okay to believe in the Fatima Family Center and be

apart of something special. It does not matter what faith or beliefs one has, as long as they

understand the vision and promise that the Fatima Family is trying to achieve within the

community; to help one another unconditionally.

Lady of Fatima became a symbol of hope and to help encourage people to help others not

for recognition but because it is the right thing to do. Team Fatima‟s concept will do just that for

the Fatima Family Center.

Platform

To preserve the future of the Hough neighborhood, the Fatima Family Center fosters individual

and community growth by providing opportunity and stability through diverse programming.

Target Audience

o Residents of the Hough neighborhood

The strategies of this communications plan target the residents of the Hough

neighborhood from the youth to the elderly and inspiring both men and women.

While the target audience may be broad, the intergenerational concept is

perceived as necessary to reach the Fatima Family Centers‟ goals and objections.

D-W Communications has taken into consideration the marketing challenges of

inspiring all ages and gender with the same message and belief. We have created

some stepping stones into a plan that manages communications to all groups

residing in the Hough neighborhood. The target audience is diverse, therefore; the

messages and vehicles delivering the communication also need to be diversified.

As you will notice, our strategies incorporate everyone in the community, but we

have allowed room for Fatima Family Center to vary their audience under the

same strategy.


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Strategies

o Team Fatima

Vision and awareness are just two attributes that Team Fatima will bring to the

Fatima Family Center. The concept of Team Fatima is to create awareness to the

residents Hough that all ages are welcome to the Fatima Family Center. Team

Fatima will reach out to families that need a helping hand by showing how

powerful the Fatima message is when words are put into actions.

o Fatima Friendly

Fatima Friendly is a program focused on sending out communication and helpful

tips of safety and protection in the community. Fatima Friendly will be offered to

the entire community and welcomes all willing members and participants.

o Newsletter: Fatima Focus

The Fatima Focus is a monthly community newsletter made by/for Hough

residents. The purpose of the newsletter is to provide information about special

events that are going on in Hough and to reach out to the members of the

neighborhood in order to keep them engaged and involved. The Fatima Focus is a

great tool in creating new energy and thinking about how to make a better future

for everyone.

The newsletter focuses on issues that are relevant and interesting to the residents

of Hough regardless of their age. All audiences are going to find something

interesting in the Fatima Focus. By reading the Fatima Focus residents have the

opportunity to share their stories and opinions.

The Fatima Focus will be distributed monthly at drop box locations in the Fatima

Family Center, as well as local churches, schools and businesses. Members of

Team Fatima will volunteer to distribute the newsletters to the specified locations,

where they then can be picked up by any community member.

o 13th

of Every Month

The story of our Lady of Fatima began on May 13, 1917 and we want to bring a

connection of this date to the Fatima Family Center. Bringing the community

together on the 13th

of every month is a great opportunity to increase participation

with Team Fatima. Providing consistency through a monthly event is way to

deliver a reputation of strength, stability, and promise. Events on the 13th

of every


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month can be easily executed and topics can be planned months ahead of time.

This is cost-effective and gets the community involved each month with the

Fatima Family Center.

o The Playbook

The Playbook is a book containing wisdom and knowledge contributed by

neighborhood residents and compiled by the Family Fatima Center. This “what I

have learned” book will create an intergenerational connection between the

residents of Hough. This book will offer the best advice because they truly are

life’s lessons, learned and lived!

o tF Rewards Program

The Team Fatima Rewards Program will look to promote positive behavior and

participation within the Fatima Community through positive reinforcement and

incentives.

Tactics

o Team Fatima

Team Fatima will help younger generations strive in their schools and homes,

while older generations can help teach the younger class in ways that the kids

would not be able to find on their own.

o Fatima Friendly

The type of programs that will be offered will consist of a series of safety

workshops and training sessions, community forms, meetings and outreach

services. Fatima Friendly will look to work in conjunction with the local law

enforcement in an effort to have the most knowledge and safety possible for our

community.

o Fatima Focus

The Fatima Focus can also be used as form of promotion. The newsletter is being

written by Team Fatima member and other volunteers, which means that the

Fatima Family Center has the ability to decide what appears in each edition.

Some of the main features of the Fatima Focus will include:

A front page news story covering a major community topic or

highlight


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tF Spotlight which covers individuals from Team Fatima who have

made a positive impact or contribution to the Fatima Family

Center, and/or community of Hough

tF Honor Roll which will honor and celebrate area middle and high

school students for their academic achievements

Dear LaJean will be a question and answer article, giving the

opportunity to people in the community to ask LaJean any

questions

Fatima Family Recipe will feature a recipe every month

contributed by someone from Team Fatima

Fatima Friendly Tips will provide safety tips featured from the

Fatima Friendly program

Upcoming events and calendar will list the upcoming events from

the Center and the local area for the coming month so the

community is aware

o 13th

of Every Month

These events can offer various types of events that can include town hall

discussions, speakers, celebrations, socials, teen night and other topics. The

events might not target the same audience every month, but soon the community

will remember that on the 13th

the Fatima Center will hold an event. Information

about the event on the 13th

of the month can appear in the newsletter, in the

Fatima Family Center bulletin board and other promotional ideas can be executed

to inform the community of the topic that particular month. In May, the Fatima

Family Center already is involved in a Parade, but this month is a great

opportunity for Team Fatima to demonstrate the vision, hope and promise that the

Center brings to the community.

o The Playbook

The local community can contribute advice and guidance to The Playbook by

submitting their thoughts to the Fatima Family Center. These words of wisdom

are then assembled by the Fatima Family Center into a book containing several


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different topics such as education, family and friends. The Playbook can be sold

as a fundraiser for Team Fatima and can be updated and redistributed yearly.

o Team Fatima Rewards Program

Each Team Fatima member will receive a punch card. The card will have 12

boxes to be punched out when a Team Fatima member accomplishes something

on the suggested tF checklist.

It is suggested to keep punch cards in a folder, or filing case. Team Fatima

members can easily pick them up for use in the building, and store them before

they leave. When Team Fatima members reach 12 punches or full capacity on

their tF Reward Card, they will receive one of the following special items as an

initial reward.

Ex. initial reward for a fully punched tF Rewards Card, t-shirt, buttons, notebook,

pens, pencils, colored pencils, book

Participants with their cards filled will then be entered into larger drawing for the

month. Three names will be drawn, and the winners will be awarded larger

prizes. i.e. gift certificate to Subway, gift certificate to a local grocer, Cleveland

Cavalier tickets. The drawing will take place on the 13th

of each month.

The winner of the largest prize or drawing will be featured in the tF Spotlight

section of the Fatima Focus newsletter for their achievements leading up to the

drawing.

Suggested benchmarks for tF Checklist:

To be displayed in the Fatima Family Center

Reward Act

2 punches Bring new friend to the Center, receive „A‟ on

report card

1 punch Attendance at Fatima Family Center Program,

unselfish deed e.g. hold door, clean up properly,

receive „B‟ on report card, grade improvement from

D to above


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Promotions

o Sidewalk graffiti

The graffiti promotion allows Team Fatima members to utilize their artistic

abilities, while promoting community-building activities.

Chalk drawing, or chalk stenciling, is ideally suited for neighborhood sidewalks

and student areas, where the stencils or messages typically last for a couple of

days, weather permitting. The promotion has the ability to create a buzz through

its unique presentation, infusion of colors. Most importantly, it will draw visibility

to the Team Fatima brand and the Center‟s programming. It is an activity Team

Fatima members can take ownership of while developing their creative intuition.

Finally, the use of graffiti as a promotion would allow Team Fatima to run a large

sidewalk graffiti contest for neighborhood residents once a year.

o Cross Promotions

The cross-business promotional concept will allow business within and outside of

the Hough neighborhood to help and see what Fatima is all about. Working with

different companies allows various access points for community members. An

example of a cross-business promotion would be “Team Fatima and the

Cleveland Browns sponsor "Hams for Fams" which the Cleveland Browns donate

hams to Team Fatima families that cannot afford a Christmas dinner this year.

This could become an annual event and a relationship builder with local

businesses and organizations. Relationships such as this can create job

opportunities or internships for the residents of Hough.

o Flyers

Flyers are an easy and fun way to help promote any event going on at the Fatima

Family Center. They are an inexpensive, quick and easy way to distribute a

message to the community. Flyers can be posted in almost any location whether

it is a church, classrooms, the Fatima Center hallways, or even in bathrooms.

This could also be an after school activity with students to help them with spelling

and creativity skills.

o Word of Mouth

Word of mouth marketing is a great tool for the Fatima Family Center because it

passes information easily from person to person. People who talk with friends of

the Fatima Family Center can receive subject matter on programs and services.

The Fatima Family Center employees and volunteers can talk about upcoming

events and generate buzz. By supplying a topic of conversation, the Fatima

Family Center is creating a cost efficient, user-friendly form of marketing. Also,


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because of the personal nature of the communications between individuals, it is

believed that information communicated is more likely to be heard and retained.

o Fatima Focus

The Fatima Focus can also be used as form of promotion. The newsletter is

written by Team Fatima member, which means that the Fatima Family Center has

the ability to decide what appears in each edition. There are several ways that the

newsletter can be used as a promotional tool. First, the Fatima Focus writing

staff can contribute articles about upcoming events and promotions that the

community needs to know about. Also, any upcoming events can be displayed on

the newsletter‟s monthly calendar.