Clara White Mission Campaign

Presented by:

Brittney Darner, Carolyn Eberhart, Angie Grab, Christine McFaul, Chantelle Williams, Chelsea Yanochik

The Executive Summary:Our campaign plans to give the Clara White Mission the best tactics possible to raise

awareness of their organization within the community, and to move those people to action. Our mission is to gain more volunteers and more corporate sponsorships. Our campaign will be targeting three main audiences: corporate organizations, University of North Florida students and affluent households with more than $100,000 yearly income.

Local media such as radio, television and newspaper will be used in this campaign. The Sunrise Agency will be using these forms of media to raise awareness of our events and our documentary. We will also be using social media such as Facebook and Twitter and Instagram. Since the Clara White Mission’s social media presence is not very prominent due to lack of updates, followers, and likes, we will be constantly updating Facebook and tweeting about our events and documentary. These actions will increase the Mission’s social media presence, which will result in more motivated action.

Traditional forms of media will also be used to spread the Clara White Mission’s message to a wider audience. Sunrise Agency will compose press releases, as well as pitch to local news stations, magazines, and newspapers about our events and movie. We will also have informational booths set up at UNF market days, as well as the Riverside Arts Market, where we will have volunteer sign up sheets and informational packets. We will also have the trailer for the documentary playing at these booths.

A documentary will be created in order to educate audiences on the history of Clara White and what the Clara White Mission does. Sweet by Holly will be hosting baking classes, which will be free for culinary students and $20 for general admission, proceeds going to the Clara White Foundation. These baking classes will help expand the Clara White Mission due to the fact they do not have the funding or time to train their students in baking. We will also be hosting a black tie event: Clara’s Cupid Mixer in February, which is where the documentary will be premiered.

Sunrise Agency Description: Sunrise Agency was started in 1995, by a group of Vitamin D loving Floridians who all

shared a passion for Public Relations. What began as a small firm with only 11 associates grew to a nationally recognized firm with over 30 locations. Our Jacksonville staff has been specially trained in Public Relations services such as: Social media management, reputation restoration, spokesperson training, special events, leadership, and corporate communications. By choosing Sunrise Agency, you are choosing a team that not only wants what’s best for you, but what can help further the community through your company’s mission.

Brief history of our associates:

Carolyn Eberhart: Campaign Director With over 20 years of experience, this Buffalo Bills fan knows how to get the job done.

After working in London, England with some of the top Public Relations executives in the world, Carolyn decided to move to warmer weather and sandy beaches. Here, she has brought her powerhouse ideas and award-winning strategies to Jacksonville.

Brittney Darner: Account Executive Brittney Darner began her Public Relations journey in a small town in South Carolina,

only to discover that her career had only just begun. After having a nationally recognized

campaign for Amazon under her belt, Brittney was offered to move to Jacksonville and use her skills for Sunrise Agency. A volunteer activist, Brittney has a heart for non-profits, and is on the board for the Juvenile Diabetes Association.

Chelsea Yanochik: Event PlannerAfter spending the first 10 years of her career planning weddings, Chelsea realized her

talents were better suited for the Public Relations field. She started working for Sunrise Agency in 2005, and since has single-handedly planned multiple events a year that attract thousands of attendees. You need streamers? She is your girl.

Chantelle Williams: Director of Client EngagementChantelle graduated from Duke with a plan to become a college professor. However, after

taking a Public Relations job in Washington D.C. Chantelle proved to be better suited to the communications field. Doubling the firm’s client base in a year, Chantelle moved to Jacksonville and became a part of the Sunrise team. She now not only brings in new clients, but also maintains relationships and connections.

Christine McFaul: Social Media Specialist Christine graduated from the University of North Florida where she had moved on to

work for Facebook for three years as a promotional marketing specialist. Christine joined Sunrise Agency team in 2012 and has increased social media awareness substantially. Christine is well noted for her knowledge in emerging media technology and has specific qualifications with Instagram and Vine.

Angie Grab: Director of International Public AffairsAfter college, Angie began working as an international flight attendant for several years.

She settled in her native country of Poland to work for a PR agency where she worked with multiple top companies across Europe and Asia. She returned to the states to work for Sunrise Agency when her old friend Christine recruited her to work with the Jacksonville team. Angie now works with international affairs and works to expand the agency to new clients across borders.

Mission Statement: Recognized as one of the top 10 public relations firms in the nation, Sunrise Agency is

committed to a personal, results-oriented approach. We do not simply strive to meet our client’s objectives; we go above and beyond with the intent of exceeding every expectation. We offer an informed, media-savvy staff in an informal yet professional working environment that encourages and rewards creativity, insight, teamwork and enthusiasm. As a trusted extension of your organization, Sunrise Agency will produce results that directly and positively impact our clients’ business. Let us shine a light on your company! 

Client Background:

The Clara White Mission has existed for more than 100 years and was founded in 1904 by a former slave named Clara White. The mission began when Clara White used to feed her hungry neighbors from her two-room house on Clay Street. Her daughter, Eartha White, began to take over the mission work. She obtained ownership of the old Globe Theatre Building on West Ashley Street and dedicated it to her mother Clara. During the Great Depression, the mission served as the headquarters for the Works Progress Administration arts and sewing projects. During the WWII, soldiers away from home lived in on the Mission’s upper floors. Eartha provided rooms to released prisoners, and the homeless. She provided them a place to sleep, but also fed, taught and helped them find jobs.

Clara White’s mission offers meals for the hungry and traditional housing for the homeless. They offer a way of hope and a way out of misery from life on the streets. The mission provides food and housing, but also offers vocational programs to put people to work. Their goal is to restore those in need to meaningful dignified lives in the community. The Clara White Mission’s "soup kitchen" service provides hot meals to the general homeless population seven days a week and the program serves 400-500 persons daily.

The mission’s niche in the community is that it is more than just a homeless shelter; it offers educational programs for residents. The mission is known for having an excellent culinary and janitorial program.

The culinary program introduces students to the history of cooking and services, basic food preparation, menu development and culinary math. Students also learn commercial cooking/services and front and back of the house skills through caterings and special events. With this hands-on program, students will be able to secure entry to mid-level employment in the food service/hospitality industry upon graduation.

The Janitorial program provides students with hands-on training in commercial cleaning, academic and practicum aspects, in addition to providing customer relations and management skill development.

Situation Analysis:The Clara White Mission is an organization that has been around for over 100 years and

is dedicated to serving the needs of the less fortunate in the community. The mission offers food, housing and vocational programs to put people to work. In order to continue serving the community and the homeless, the Clara White Mission wants to increase awareness of the organization as well as the annual fundraising event, Miracle on Ashley Street. Sunrise Agency plans on increasing the number of volunteers and corporate sponsors through various tactics.

Sunrise Agency would like to propose that the Clara White Mission premieres a film based on the life of Clara White at the Annual Miracle on Ashley Street event. The campaign will use the many channels and activities that the Clara White Mission already has in place as well as advertising, social media, and publicly to deliver a series of coordinated brand messages to promote this event to the Jacksonville community. This message will attract a younger audience and bring greater brand recognition to the Clara White mission. The core of our product is passion and connections. We are going to build a brand community in various ways by creating partnerships with local businesses.

SWOT Analysis:Strengths

• Provides food, teaches life skills• More than 100 years operating• Slave roots• Meals for hungry, transitional housing for homeless, vocational programs to put people to

work• Feeding program 7 days/ week• Culinary arts and janitorial services education programs• Housing program- works to move to permanent and independent living within 24 months• Clara’s at the Cathedral- training café• Ashley Street Catering• White Harvest Farms- provide fresh food in “food desert” areas for homeless, low-

income veterans • Famer market, greenhouse, educational facility, new museum• Daily breakfast, gardening, museum assistant- volunteer opportunities• Online donation giving available• Informational website• Graduation rate of missions education program 90 percent• Quality events • Social Media presence- Flickr, Facebook, Twitter • Feeds more than 10,000 men, women, children• Jacksonville’s only veteran drop-in daily center (support center for homeless vets)• Local• Non-profit• Drop off center (clothes, first aid, books)

Weaknesses• Not enough awareness of causes• No baking classes for culinary school• Targeted to military vets, excludes others• Facebook not active• Low followership on Twitter• Aging donor base

Opportunities• Gain more awareness• Increase donors/ sponsors/ partners• Return volunteers • Planned giving• Government grants • Gain more media coverage• Increase volunteers • Grow in order to help more people • Target non-veterans• Bigger social media presence • Mobile app• Mobile giving

Threats• Funding decreases• Decreased volunteers• Lowered sponsors• Low event turn out

• Poor economy (less giving, funding)• Budget issues • Scandals within organization• Natural disasters• Bad press• Competing organizations• Competing needs

Secondary Research: Sunrise Agency conducted secondary research in order to gain a better understanding of

how the Clara White Mission is different from the Sulzbacher Center. This in turn helps Sunrise Agency conduct a better campaign plan for the Annual Miracle on Ashley Street and to observe their social media presence.

One big difference between the Clara White Mission and the Sulzbacher Center is how it was founded. The Sulzbacher Center was founded in 1995 by a group of philanthropists and businessmen in Florida, as opposed to the Clara White Mission which was founded in 1904 by former slaves, Clara and Eartha White. Also, the Clara White Mission has the only veteran Drop Day Center that helps homeless veterans. So, although the services they provide are very similar, The Clara White Mission has always put a strong emphasis on the need to support our veterans.

The Clara White Mission has been able to positively impact so many people’s lives through dedicated volunteers and affluent donors. The Clara White Mission takes approximately $500,000 a year to run, and feeds over 10,000 homeless men, women and children a year. Every day, 300-400 meals are given out.

The Annual Miracle on Ashley Street is one of the Mission’s most successful events, bringing the entire community together to raise contributions for the work of the Clara White Mission. Over the past 16 years, this event has raised over $550,000 to eliminate homelessness. In past events, the Clara White Mission raised $45,000 and provided lunch to more than 1,500 community supporters and guests.

The Clara White Mission’s Facebook page is not very active, with only 66 likes and the last update on Dec. 1, 2011. The Twitter page is more active, with updates every few days and 304 followers. However, the updates are not consistent and the tweets lack hash tags, which prevents them from trending in the social media world.

Primary Research: In order to gather a better understanding of how the community and our target audiences

view the Clara White Mission, Sunrise Agency will conduct pre- and post- campaign surveys. In order to specifically research our target audiences, we will hold focus groups for UNF students, local businesses, and affluent community members with a household income of more than $100,000 a year. We will ask questions regarding their knowledge of Clara White Mission before and after, as well as their responses towards volunteering locally. We will also use their input to deduce how well the documentary will be received by the public before the premiere.

One such focus group was conducted on the target audience, UNF students. From this we learned that one in five students have heard of the Clara White Mission, and have a clear understanding of what they do for the community. The focus group also showed that three in five students believe homelessness should be considered one of the top three community-based problems in Jacksonville. Four in five students believe crime is one of the top three local issues. Two in five students are engaged in some sort of volunteerism on a regular basis, and overall the

students said that more recognition and community improvement would draw them to give more of their time to volunteer causes. Finally, two in five students watch documentaries regularly, spanning from one a month to fifteen a month.

We also attended the Clara White event, Pearls and Cufflinks, on Nov. 9, 2013. From this experience we gathered a lot of information about the sponsors of the Clara White Mission, volunteers, board members, and general supporters. We deduced that the attendees of such events are proactive in community involvement, and were happy to spend $100 per ticket. There was also a silent auction, where attendees could bid on expensive baskets donated by sponsors. Finally, we noticed a large African-American community at the event.

Overall Campaign Goal:Develop a Public Relations campaign that will increase Jacksonville support for the Clara White Mission, financially and volunteer based.

Objectives:1. To increase awareness of the Annual Miracle on Ashley Street event by 30 percent

by April 30, 2014.a. Tactics: To increase awareness of this event, we aim to increase local media

attention (television, print, Internet) and also host a community event that will benefit and promote the Miracle on Ashley Street event

i. Thread of Love Documentary: Mike Anderson, a local filmmaker, agreed to create a documentary about Clara and Eartha White’s life for free due to his support of the cause. Once the film is shown, Anderson will own the rights to the movie and can pitch to local film outlets, such as PBS. We plan to premiere this at the mixer and then show the movie trailer at volunteer tables and booths. He has already reached a deal with Netflix to show the movie under the “Documentary” section.

ii. Traditional local Media: Our group will release press releases to local newspapers and news stations. We strive to book appearances on morning news segments and land feature stories.

iii. Cupcake event: This will take place at the Clara White Mission in downtown Jacksonville. Sweet by Holly owner and Cupcake Wars winner, Holly Wilder, will come and teach guests how to make cupcakes and the guests will be able to decorate the cupcakes however they would like. This event will be free for the Clara White culinary students, but $20 for the general public. There will be donation jars and fliers promoting the Ashley Street event.

iv. Internet presence: Since the Facebook hasn’t been updated since 2011; we will get that page up to date and add pictures about the mission and events. We will take over the Twitter and tweet more frequently and in turn, gain more followers. Instagram is another important social media tool we would implement. Our group will also create a blog website to give information about the organization, post pictures and promote future events.

2. To garner more corporate sponsorships by 25 percent by April 30, 2014.a. Tactics: To increase corporate sponsorships we are going to host an upscale

event, contact businesses in Jacksonville and use current CWM mailing lists. i. Contact local business: We will compile a list of local businesses in a

20-mile radius of the mission and send them a letter containing

information about the mission, Clara’s Cupid Mixer and the Ashley Street event. The letter will have an option to send back a donation, buy a company table for the event or attend with his or her own guests. These letters will also have social media accounts on them in an effort to increase more followers.

ii. Premiere Party Clara’s Cupid Mixer: This event will be premiering the Thread of Love Documentary, as well as provide catered food by the Clara White culinary students. This will be an upscale, black tie affair with wine tasting costing $100 a seat or $1,000 per table.

iii. Contact past and current donors: We will use the mailing list of donors to send them event invitations as well as an extra envelope to send a donation back. These invitations will also include social media accounts and website information so they can follow the accounts or donate online.

3. To increase volunteers by 40 percent by April 30, 2014. a. Tactics: To increase volunteers, Sunrise Agency will do a volunteer contest and

community booths and tables. i. UNF Greek Life volunteer contest: This will be among the sororities

and fraternities at the University of North Florida. They will compete among each other to see which group can volunteer the most hours at the Clara White Mission and events. The winner will receive tickets to the cupcake event and a catered lunch by the Clara White Culinary students.

ii. Volunteer sign-up booth: This booth will be at Art Walk in Riverside once a month, starting in February. There will be information about the organization as well as prizes to those who sign up to volunteer and provide his or her contact information

iii. Volunteer sign-up table: This table will be at UNF Market Days for four Wednesdays in a row, starting in April. They can sign up to volunteer at the mission or during events. Students will receive prizes for providing their contact information and signing up to volunteer.

Key Publics/ Audience Analysis:According to Demographics Now and Experian Database

a. Local Businesses: Sunrise Agency will use local businesses as a target audience because we intend to create more corporate sponsorships.Demographics: We will target 1,000 businesses in 32202, the same zip code as the Clara White Mission such as:

First Florida Credit Union Ritz Theatre and Museum Community First Credit Union of Florida Museum of Contemporary Art Jacksonville Hyatt Regency Jacksonville Regency Barnett Jewelers Located in zip code 32202 17,230 employees 1,067 businesses Top three are: Service (603)

Finance, Insurance and Real Estate (109)Retail Trade (101)

Psychographics: Increase profits Maintain positive employee relations Positive customer satisfaction Increase stock value Positive community impact Increased company growth Giving back to community

b. UNF students: We are targeting these residents because they value volunteering and often need hours for scholarship and graduation purposes. They also would be interested in the cupcake event and can follow CWM social media accounts.

Demographics: We will use UNF’s zip code, 32224 to determine demographics for students because most students either live on campus or within the area.

Psychographics: 37.9 percent of people (14,779) in 32224 belong to the “Singles and Starters” Experian group

Most are on their own, starting to build independent lives in apartments with other young singles

Self-described workaholics, share a desire to move up in status Generation Y Aspirational Liberal views Progressive attitudes Active leisure Fashion- conscious Digitally influenced Use Internet for communication and entertainment

In 2011- 36,745 residents 12.7 percent are 20-24 years old, which is 4,786

people. Median age is 30.5. 44.9 percent renter occupied housing units Almost 75 percent are either one person per

household or two people per household. 80 percent white and 8.9 percent black. 42.5 percent earn $0-$49,999 annually 61.3 percent are employed Most have entry-level positions in service jobs 34.6 percent have never been married 23.1 percent have some college, 28.7 have a

bachelor’s degree

c. Affluent members of Jacksonville area ($100,000+ average household income). We picked this audience because they are active donors and can afford to attend high-end events

Demographics: For this group, we will use zip codes 32081, 32082, 32223 and 32259

(every Duval and St. John County zip code with $100,000+ average income) 80 percent are 50 to 65 years old 27.6 percent earn $100,000 to $150,000+ annually 77.7 percent are owner occupied housing units 88.6 percent are white, 6.4 percent are black 61.9 percent own two+ vehicles 54.2 percent are married, spouse present 26.8 percent have a bachelor’s degree, 12.4 percent graduate degree

Psychographics: The highest Experian mosaic is “Blue Sky Boomers” Laid-back baby boomers Empty-nesters Conservative Investors Outdoor Activities Pragmatic Shoppers Traditional family values Active in clubs and volunteering Novel digital users Digital media newcomers Becoming increasingly comfortable with the Internet Desktop computers, dial-up access

Key Messages:Our tagline would be: “Every person gets a meal, every person can heal.” This tagline explores what it means to give a person much more than just food, but to give them hope. Our message strategy is to emphasize the selfless nature of the Clara White Mission, and how much impact their services do in the lives of our homeless community. On a more specialized level, Sunrise Agency has pinpointed the self-interests of our target audiences, as well as the moral appeal of the cause.

Local Businesses: A lot of businesses look for ways to spread good PR about their corporation, one such outlet of doing so is by sponsoring non-profit events. This is a tactic often used by businesses to promote their company as well as support a good cause. One example would be an event hosted by Child Cancer Fund on Nov. 10, 2013, where the restaurant BJ’s sponsored and prepared food.

UNF students: Many students, especially Greek members and students in an internship, are required to have a certain number of volunteer hours. Also, by showing the documentary as a class requirement or extra credit, students will be more knowledgeable and in turn motivated to act for the cause.

Over $100,000 Yearly Income: Many affluent community members enjoy attending non-profit events. Partly because it is a good cause, and also because a lot of networking goes on at these events. By enticing these members with the possibility of more connections, affluent members will be more likely to spend their money on CWM events.

Calendar: Clara’s Cupid Wine Mixer: February 9th, 2014UNF Volunteer Competition: February 2014- May 2014 UNF Market Day’s: April 2014- May 2014Riverside Arts Market Booths: February 2014- May 2014Sweet by Holly Baking Class: April 6th, 2014

Budget:

EventsClara’s Cupid Wine MixerTotal Price: $7,747.14

Ponte Vedra Inn and ClubPrice: $4,000

Wine: Quantity: 300 bottles Price: $2,000

Food:Price: $500 (food will be prepared by Clara White chefs)

“Thread of Love” Documentary:Price: $500

Projector Rental:Price: $399

Decorations: (http://www.eventdecordirect.com/) Table Centerpieces: Quantity: 30 @ .99Price: $29.70

King Table Skirt: Quantity: 1 @ $152.24Price: $152.24

Backdrop Lights:Quantity: 6 @ $27.70Price: $166.20

Sweet by Holly Baking ClassTotal Price: $1,422.80

Sweet by Holly Staff: Price: $500

Cupcakes/Cupcake Supplies:Quantity: 20 dozen Price: $660

Rentable Cupcake Stands: Quantity: 10 @ $25 eachPrice: $250(http://www.sweetbyholly.com/Sweet_Price_List.pdf)

Streamers: Quantity: 20 @ .64 cents Price: $12.80

UNF Volunteer CompetitionTotal Price: $717

UNF Market Day Booth: Quantity: Four weeks @ $30Price: $120(http://www.unf.edu/studentunion/Room_Pricing.aspx)

Riverside Arts Market Booth:Quantity: Four monthsPrice: Free

Banner Display: Quantity: Three @ $199 eachPrice: $597(http://www.4imprint.com/product/8922-32/Economy-Retractor-Banner-Display-32) Tickets for Winners:Price: Free

Marketing Items Total Price: $2,502

Flyers: Quantity: 10,000Price: $395(http://www.taradel.com/bulkprinting)

Pens: Quantity: 500Price: $170(http://www.4imprint.com/product/6551/Javelin-Pen)

Tote Bags:Quantity: 300Price: $429 (http://www.4imprint.com/product/106836-1513/Value-Grocery-Tote-15-x-13)

Tumblers: Quantity: 200Price: $708(http://www.4imprint.com/product/105869-16/Spirit-Tumbler-16-oz.)

Mailing Costs: Quantity: 1,000 local businesses Price: $800

Total Costs: $12,388.94

Agency Fee: $8,000

Total Used: $20,388.94 Remaining: $4,611.06

(We will use the remaining budget to buy airtime on local news stations to spread awareness)

Evaluation: After the campaign, we will hold focus groups with our target audiences to see how well

they received the media efforts and events. We will also keep track of how many attended all the events, and compare them to the attendance rates of previous Clara White Mission events. The number of volunteers is another way we will determine how successful our campaign was. Sunrise Agency will do this by comparing the number of volunteers before and after the campaign. Finally, we will look at social media awareness. We will determine the number of likes, follows, and reposts since the campaign began.

Works Cited

"Bulk Printing." Www.taradel.com. Taradel, LLC, 2013. Web. 12 Nov. 2013

"Clara White Mission." Clara White Mission - Jacksonville, FL. Clara White Mission, 2013. Web. 12 Oct. 2013.

"DemographicsNow." Gale Cengage Libraries. Gale, 2013. Web. 12 Oct. 2013.

"Economy Retractor Banner Display." Www.4imprint.com. 4imprint Inc., 2013. Web. 12 Oct. 2013.

Experian Database. N.p., 2013. Web. 10 Nov. 2013.

"Javelin Pen." Www.4imprint.com. 4imprint Inc., 2013. Web. 12 Oct. 2013.

"Market Days." Www.unf.edu. University of North Florida, 2013. Web. 12 Nov. 2013.

"Nonprofits." Www.riversideartsmarket.com. Riverside Arts Market, 2013. Web. 8 Nov. 2013.

Nurse, Ann. "The Story of the Clara White Mission." Yahoo Contributor Network. Www.voices.yahoo.com, 30 Aug. 2011. Web. 12 Oct. 2013.

"Sulzbacher Center The Way Home." Www.sulzbachercenter.org. Sulzbacher Center, 2013. Web. 12 Nov. 2013.

"Sweet! Price Sheet." Www.sweetbyholly.com. Sweet by Holly, 2013. Web. 10 Nov. 2013.

“The Inn and Club." Www.pontevedra.com. Ponte Vedra Beach Resorts, 2013. Web. 12 Nov. 2013.