Campaign Proposal

Introduction
Someone To Tell It To, a faith-based organization with headquarters in Harrisburg, Pa., provides
a caring response to private questions of the heart through compassionate listening. Michael
Gingerich, M.Div, and Thomas Kaden, M.Div, founded Someone to Tell It To in 2012. Their
pastoral training and personal experiences with compassionate, intentional listening drove them
to create this unique nonprofit. Gingerich, Kaden, and other compassionate listeners meet clients
in coffee shops, churches, and even in homes to offer companionship, a listening ear, and
connection for lonely individuals. The company also sends representatives to high-stress work
environments--such as hospitals and emergency responders--to reduce stress and burnout among
employees.

Although STTIT started out with a local client base, the organizations resources continue to
expand, and it now has the ability to reach those who hurt, have questions, or just need someone
to tell it to in every corner of the world, on a personal and corporate level.

Situational Analysis
With its unique purpose, broad reach, consistent social media presence, and strong client base,
Someone To Tell It To has a bright future. However, the organization lacks the financial and
personnel resources at present to achieve optimal success. First, STTIT needs to better
understand its various audiences or publics, both actual and potential, to better target
communication and, where appropriate, follow-up. Second, its print communication,
website/blog, and social media need revision for clarity and focus as well as a more strategic
approach with regard to content and frequency of communication. This will also allow for
expansion into new organizational partnerships and a wider network of individuals in need.
Finally, the organization has a need for better metrics for evaluating the success of those
strategies.
To identify, confirm, and address STTITs strengths, weaknesses, and growth opportunities, the
Messiah College Public Relations Campaign team will collaborate with STTITs leadership to
conduct extensive research through the following tools:
Secondary research with similar organizations and best practice resources
Audience identification, segmentation and analysis
Communication Audit (online, social media, and print)
Focus groups with past storytellers and volunteers
Surveys with potential church and organizational partners
Fundraising strategy analysis

Based on research findings, the PR Campaign team will revise and develop communication tools
and strategies as well as metrics for evaluating their effectiveness. Although ideas for these tools
and strategies are included in this proposal, they are subject to change depending on research
results.

Part 1: Research Proposal

Through extensive research, the PR Campaign team will provide a comprehensive understanding
of Someone To Tell It Tos current communication practices and potential areas of growth.
Overall, the results of these research efforts will equip our team to enhance the organizations
communication and empower it in its mission.

Objective 1: Analyze STTITs current communciation strategies and methods

Strategies
Examine communication trends and best practices through secondary research
Analyze communication methods of competitors and partners
Determine popular and relevant social media hashtags
Examine websites and social media of similar companies for content and
organization comparison
Identify and segment target audiences
Identify active audiences on social media and in other communication areas
Determine post categories that receive the most engagement
Determine other audiences that regularly engage in communication with
STTIT
Segment audiences into identified categories
Conduct interviews with two audiences to ascertain their experiences with,
attitudes and opinions toward, and understanding of STTIT and its mission
Past storytellers (post-client)
Volunteers
Administer surveys with potential church and business partners to determine
awareness and interest
Conduct communication and social media audit
Hold focus groups with three audiences
Group viewing of video for feedback and analysis purposes
Present selection of social media posts to analyze group response
 Using pre-tested interview protocol questions, determine groups
awareness of and familiarity with the organization
Analyze Someone To Tell It Tos current online presence
Analyze how Someone To Tell It To uses each social channel and which
platform is most effective
Analyze frequency, engagement and timing of social posts
Analyze website for content, visuals, navigation, and engagement
potential
Evaluate cohesiveness of Someone To Tell It Tos online branding and
voice (social and website)
Audit print material
Analyze content, visuals, and effectiveness for target audiences

Objective 2: Analyze STTITs service and partnership expansion possibilities with churches and
businesses or other organizations
Strategies
In collaboration with STTIT, identify target churches and organizations to survey
Using pre-tested survey questions, research churches and organizations to determine
awareness of STTIT and interest in potential partnership or training programs

Objective 3: Analyze STTITs current fundraising practices

Strategies
Research fundraising strategies
Secondary research
Other organizations donor relation strategies
Other organizations fundraising campaign strategies
Interview past donors
Determine donor motivations
Request feedback for future fundraising efforts

Part 2: Communication Plans, Products and Implementation Strategies

Introduction
Based on research findings, the PR Campaign Team proposes the following communication and
implementation strategies. These are subject to change.

Objective 1: Enhance and capitalize on social media opportunities and tools

Strategies
Based on the research results, the PR Campaign team will create a consistent, logical flow across
all channels through strategies, calendars, and plans for posting.
Develop content plans for social media
Establish social media campaigns and themes
Use storyteller experiences for social media
Develop calendar plan
 Post on social media at least three times a week
Utilize Hootsuite
Provide plans and calendars for social media
Create consistency across all platforms
Detail specific voice and tone for all social media content
Create new accounts with the same username across all platforms
Determine effective hashtags
Establish ongoing measurement program using a variety of metrics
Establish a communication specialist position to run social media/communication
Full-time position or internship opportunity
Develop job description/job manual

Objective 2: Revise and enhance online communication opportunities and strategies

Strategies
Based on the research, the PR Campaign Team will revise the website to make it more user-
friendly and create a biweekly blog to easily share the mission of the organization.
Website
Propose website designs/layouts
Develop new copywriting as seen fit
Categorizing tabs/information more logically
Rewrite mission statement
Create engaging promotional video content
Online Newsletter
Include Story of the Month
Provide updates
State fundraising needs
Blog
Update storyteller experiences for blog
Update and establish new frequencies and content schedule
Establish metrics to evaluate effectiveness of blog and website

Objective 3: Revise and/or create new printed materials

Strategies
Based on the research, the PR Campaign team will to create printed materials that clearly share
the mission of the organization to aid in awareness, promotion, and fundraising.
Awareness/Promotion
Update current materials and develop new ones as seen fit
Propose printed material designs/layouts
Seek out churches and businesses to send printed materials to
Develop concise packet of handouts
 Establish mechanisms for evaluation and regular updating
Fundraising
Propose a follow-up program for past storytellers
Deliver a monthly newsletter out to donors
Determine methods for evaluating donor relationships

Objective 4: Develop an effective storyteller follow-up program

Strategies
Collect contact information
Name, mailing address, phone number
Request feedback regarding storyteller experiences
Ask for donations
Invite to promotional events and maintain relationships
Invite to promotional events
Provide newsletter subscription

Objective 5: Create and implement an outreach program to expand services and partnerships
Strategies
Awareness and Fundraising
For churches/businesses
Ask churches/businesses to announce/post STTIT needs
Reach out to larger businesses
Partner with employers to provide compassionate listening services
for a fee
Propose recommendations for ongoing church and business relationship evaluation

Objective 6: Support STTITs events/panels

Strategies
5th Annual Gathering- Oct 5th
Provide volunteer support
Increase Ticket Sales by 20%
Increase book sales by 15%
Analyze effectiveness of event
Advertise event on website
Sell STTIT merchandise
NLA Conference support (if time allows)