PERFECT
![]()
Ourmissionistoassistclientsin achievingtheirmostchallenging marketingandcommunicationgoals. Inadditiontoofferingstrategicadvice, originalsolutionsandresponsive services,we workhardtodeliverthehighest standardsofexpertiseandexperience. Throughouragency,wewillsetdown theperfectrootsforfutureandcurrent communicationprojectsforevery client.
Ourclientsandtheirgoalsareour numberonepriority.Weseekto achievethosegoalsbyperfectinga planthatisuniqueforeveryclientand theirneeds.Alongwithhelpingour clientsmeettheirgoals,westriveto assistclientsinmaintainagreat relationship withtheirpublicsandupholdinga reputationthatmatchestheircore values.
Black #0000 00
White #ffffff
Timeline………….........…………………………………..……………………….……….14-15
ContentCalendar…………………………………………………………………..…16-18
TheRiversideArtsAcademyisathriving,comprehensiveartscoachingprogram thatofferschildrenandyouthinRiversideaninspirationalandcreativearts educationasavehicleforcommunitytransformation.WhatmakesRAAso specialcomparedtoothernon-profitorganizationsisthattheyareheretoserve thecommunitywithagreaterpurpose.Studieshaveshownthatthroughlearning music,studentsboosttheirIQ,focus,andpersistence.Students'cognitivefunction andacademicsalsoimprovewithlearningmusic.RAAisgreatatmakingthis connectionbetweenmusicandoverallsuccessfortheirstudents.Withthe opportunitythroughRAA,studentsareabletohaveachancetosucceed.RAA hasreceivedvariousawardsincludingthe2016CPRSCommunityCampion Award,the2020DowntownRiversidePartnershipArtsandCultureAwardandwas thesemifinalistforthe2022AmericanPrizeinArtsEducation(RiversideArts Academy,2023).
Underthecreativedirectionof“FoundingPresidentColletteLee,thisawardwinningprogramoffersover50hoursofweeklyarteducationindisciplines includingstrings,band,mariachi,orchestra,andpercussion,tomorethan2,000 childreneachyear.TheRiversideYouthOrchestra,RiversideHonorBand,Riverside Children'sChoir,andRiversideJuvenilMariachiallperformatprominentevents andshowsintheareaastheorganization'sflagshipensembles.Eventsand locationsthatthebandsandchoirsareinvitedtoincludemusicfestivalsand colleges.StudentsalsoperforminRAAspringconcertsandeventsaroundthe CityofRiversidesuchasthepopularTamaleFestival(RiversideArtsAcademy, 2023). Inordertoalterthecourseofthelivesofunderprivilegedchildrenbetween theagesof4and17,RiversideArtsAcademyopensthedoorsforchildrenand adolescentstoconnectwiththearts,specificallymusic.
RAAmakesaconcertedefforttohelpchildrensucceedfromkindergarten throughhighschoolgraduationandaimstocreateanetworkofreceptive familiesandcollaborativecommunityrelationshipstoadvancetheRAAMission. TheRiversideArtsAcademyoffersafterschoolmusicinstructionatschoolsinthe RiversideUnifiedSchoolDistrictandAlvordUnifiedSchoolDistrict.RAAalso providesSaturdayandafterschoolmusicinstructionattheCesarChavez CommunityCenter.AspartofRAA’spartnershipwiththeRiversideUnifiedSchool District,RUSDcoversthetuitionfortheirstudentsinselectprograms.Students whoreceiveascholarshiphaveaccesstofreemusicinstructionandmusical instruments.
RAA encouragesthestudentstocontinuetheirmusiceducationbyrequiring studentsintheprogramwhoarealsoinRUSDschoolstobeconcurrently enrolledintheirschoolsmusicprogram(RiversideArtsAcademy,2023).
InfluentialcommunityleadersfromavarietyofsectorsmakeupRAA's communityboard,whichactivelyandsupportivelyinfluencestheprogram. TheseleaderscomefromtheAlvordUnifiedSchoolDistrict,CaliforniaBaptist University,CaliforniaUniversityofSanBernardino,theCityofRiverside,LaSierra University,LatinoNetwork,RiversideCityCollege,RiversideFireDepartment, RiversideParksandRecreation,RiversidePoliceDepartment,andRiverside UnifiedSchoolDistrict,amongothers(RiversideArtsAcademy,2023).The organizationhasvariousinstructorsincludingMaestroGeneMoonwho,asof fall2018,hasheldthepositionofMusicDirector.
Nonprofitorganizationsarevitalforacommunityandtheyprovideameansfor drawingpublicattentiontosocietalissues.Theyarespecificallyputinplaceto helpcommunitiesoverpasscertainissues,whichinturnpromotesawareness forthoseissues.RAAhasbeengreatwiththecommunitybyservingand partneringwithgrocerystoresamongstothercompaniesaswell.RAAhas beensuccessfulinhelpingmanystudentsinRiversidethroughtheir scholarships.AccordingtoRiversideArtsAcademyalmosteverystudent enrollediscurrentlyreceivingsometypeofscholarshipwithintheprogram.
RAAcontinuestohaveanimpactonstudentsofallagesandleavesalasting impressiononthesestudents'lives.Withthecontinuingsupportofthe community,RiversideArtsAcademyisandwillcontinuetobealeadingnonprofitorganizationinthearea.
Riverside Arts Academy currently serves a large population of bilingual students. Many of these students come from monolingual households, the primary language being spanish. While the number is large, the organization struggles to communicate with this audience. In early investigation it was noted that the main website of the organization does not have an option for Spanish translation or a redirect to a Spanish version of the organization's website. While google does provide an option to translate the website to spanish, many mistakes were noted. While these mistakes were small, it creates a disconnect between the organization and their audience. Furthermore, the option to translate with google is difficult to find and causes the relationship building to primarily feel one sided. RAA also has an absence of social media posts in spanish. On Instagram @riversideartsacademy has a total of 1,175 posts since June 28, 2016 up to February 10, 2023. Out of the 1,175 posts 6 were in spanish. A similar problem was found on the organization's Facebook. Twitter was found to be the most consistent in spanish posting with posts occasionally including spanish versions of english digital flyers. Physical fliers numbers are low in both languages. With the majority of enrolled students coming from lowincome families, internet access is a concern. Lack of physical fliers heightens the risk of important information being missed by these audiences. Riverside Arts Academy faces the situation of losing or creating a rift between the organization and this audience.
As mentioned before, it is shown that more than half of the enrolled students of Riverside Arts Academy are bilingual students. Riverside Arts Academy is a non-profit that has a greater goal than just educating students with music. RAA is dedicated to teaching students music to help increase their educational success in the future. Numerous studies have shown improvement in the success of students through the teaching of playing instruments. It is crucial for the staff and organization to be able to communicate with the students and parents involved. A great reason behind this is so the parents and students can understand the purpose and the meaning of this program along with other important information such as events, schedules and program rules. While the staff helps to try to achieve this goal, with many being bilingual themselves, the outreach to the community could be improved. Riverside Arts Academy could do better when attempting to reach the bilingual community audience. Since this organization is based out of Riverside, a known monolingual community, there is a great opportunity to reach out to everyone. The bilingual conversation must be displayed more through the organization so parents know they can bring their children here and feel understood.
If RAA does not include any information in Spanish, their message will not get out there and more than half of their audience will not understand what is being offered. RAA caters to a large population of Spanish speaking people, therefore, RAA has the potential of losing that population if there is a barrier between communication. Despite the fact that English is the language that is used the most in the United States, more and more individuals are learning other languages or speak another language entirely. Having bilingual communication demonstrates to potential enrollers that RAA is aware of what's going on in the area and provides a favorable impression because there is an effort being put into communicating with this audience. Without it, RAA may not be able to communicate with these groups and may even lose some participants or deter new potential enrollments. The number of enrollments has the chance to increase if RAA has a bilingual member available, any information on the website in Spanish, or fliers in Spanish because there will be no language barrier and the potential enrollee can get their questions answered. This is crucial because RAA wants to help more children, but some people may be prevented from being helped by a language barrier.
Thereisalarge audienceof bilingual/monolingu alcommunity
We’vehadsuccess storiesthroughthe program Theyarefocusedon theirmission
Wehaveachanceto growouraudience Wecanmakeour communityfeel heardtotheir language
Positivepressor mediacoverage Informationclearly delivered
Theorganizationis lackingin advertising/marketin gtowardsthe bilingualcommunity Ourwebsiteis translatedthrough googletranslate Confusingwebsite design
Havinganothernonprofitthatmeets theirneedsandhave abetter communicationto the bilingual/monolingu alcommunity Ifthecurrent stakeholdersdecide iftheydon’tfeellike thenonprofitis respectingthe languagebarrier Negativepressor mediacoverage
Riverside Arts Academy’s audience is largely made up of Spanish speaking bilingual and monolingual parents and students. By introducing Spanish translations to their content and utilizing advertisements aimed at the Spanish-speaking community Riverside Arts Academy has the opportunity to build its relationship with the bilingual and monolingual community.
PRIMARYAUDIENCE:
BilingualstudentsandparentsoftheRiversideArtsAcademycommunityarethe primaryaudiences.PredominantlySpanishspeakersthathavechildreninthe RiversideCountyareawhoaretryingtogettheirchildreninvolvedinarts.These studentsaremainlyinprimaryschoolandgoallthewaythroughhighschool,but mostareelementaryschoolchildren.Theyalsoarebothfemaleandmale studentsandparents.RiversideArtsAcademyisalsoreachingmanyfirstgenerationstudentsfromSpanish-speakingfamiliesintheirprogram.Students whoenjoylearningaboutnewhobbiessuchasplayinganinstrumentorart. Familiesarelow-incomeormiddle-classcitizens.
SECONDARYAUDIENCE:
ThesecondaryaudienceforRAAistheSpanish-speakingcommunityofRiverside thatdoesnothavekidsintheRUSDdistrictbutknowspeoplewhodo.Thisissuper importantbecausethekidsintheareacouldbeapossibilityofmoreenrollment downtheline.AnothersecondaryaudiencecouldbethewholeSpanish-speaking community,andit'ssuperimportantthattheyareconsideredbecause,asanonprofit,theyneedtobeconcisewiththeiraudience.
MarginalAudience:ThemarginalaudienceforRAAisthecommunityofRiverside. RAAisallaboutreachingouttostudentsandchangingtheirlivesforthebetter. Gettinginvolvedinthisorganizationatayoungagewillimpactthesestudentsin thelongrun.Thiswillreachthecommunitymarginallybecausewhatthesekids arelearningthroughmusicnowwillonlyexpandforgreateropportunitiesinthe futureandovertheyears.RAAismorethanjustshowingkidshowtoplay instruments.Itisaboutmusic'slastingeffectsonthebrain'scognitive development.ThechangesthatRAAismakingtodayinonekid'slifecangreatly impactthefutureofRiverside.
RiversideArtsAcademyshouldaimtoreachmonolingualparentswholiveinthe Riversidearea.RAAserveschildrenages4through17whoattendRiversideUnified SchoolDistrictschools.AlargemajorityofthispopulationspeaksSpanishand English,withthehousehold'sprimarylanguagebeingSpanish.Focusingonthis audiencewillallowRiversideArtsAcademytospreadawarenessaboutthe organizationandreachitsgoalofimprovingcommunicationwithRiverside's bilingualandmonolingualpopulation.Byimprovingcommunicationwiththis community,RAAwillalsobuildabetterrelationshipwiththem. AUDIENCE
CONTINUED
GOAL #1:
INCREASE AWARENESS OF RAA WITHIN THE SPANISH SPEAKING COMMUNITY OF RIVERSIDE
OBJECTIVE:
DEPLOY 30 POSTS ON INSTAGRAM AND FACEBOOK
OBJECTIVE:
CREATE AND DEPLOY 3 DIFFERENT FLYERS
GOAL # 2:
INCREASE ENROLLMENT OF SPANISH SPEAKERS
OBJECTIVE:
INCREASE LATINO ENROLLMENT BY 10%
InordertohelpimprovecommunicationwiththeSpanish-speaking communityofRiverside,InstagramandFacebookpostsandstorieswillbe utilized.AllflyersandpostswillbecreatedonCanva.Acalendarwillbe createdonHootsuiteandinthiscampaigntokeepaconsistentposting schedulethatalignswithtimesinwhichfollowersarethemostactive.Thiswill alsoensurethatthe30postsobjectiveismet.Toensurethatthepostsare identifiable,colorsandfontswillbeconsistentwithallothergroupsandposts alreadyexistingonRAAsocialmedia.Thelogowillalsobeapartofallsocial mediaposts.
Tuesday'spostswillbededicatedtohighlightingdifferentprogramsthat RAAoffersandotherinformationabouttheorganizationinSpanish.These postswillhelpcommunicateRAA'spurposetotheSpanish-speaking communityandincreaseoverallawarenessabouttheprogram.Thisincreased awarenesswillleadtoincreasedenrollmentofLatinxstudents.Fridaypostswill beusedtospreadawarenessabouteventsandorotherthingshappeningin classes.AllthesepostswillbeinSpanish.
FlyersinSpanishwillbecreatedtospreadawarenessaboutRiverside ArtsAcademy.Threedifferentflyers,oneofwhichwillbeaboutregistration informationandanotherdedicatedtotheSummermusicprogram.These flyerswillbemadetopostaroundHispanicgrocerystoresandotherareas withahighSpanish-speakingpopulation.Whiletheintentionoftheseflyersis tobeinphysicalpaperformat,digitalflyerswillbeavailabletosendoutwith PeachjarthroughtheRiversideUnifiedSchoolDistrict.
PostonFacebookNewsFeed
PostonFacebookStories
PostsonInstagramNewsfeed
PostonInstagramStories
Createflyersforevents
Useandcreatehashtag#RAA#iLoveRiverside#iLoveRiversideParks
#RivCoNOW#WeareRAA
Week1
Week2
Week3
Week4
Week5
Week6
CompileResearch
MONDAY:PostaboutCesarChavezCommunityCenter(SeeAppendixB)
TUESDAY:UtilizeCanvatomaketemplatesforthepostsoftheweek
WEDNESDAY:Postaboutupcomingevents/importantinfoeg:SummerMusicCamp(SeeAppendixDandF)
THURSDAY:PostFacebookStoryspotlightingadirector/staff(SeeAppendixA)
FRIDAY:Create/Modifyaflyerforthefollowingweek(SeeAppendixE)
SATURDAY:CheckAnalyticsonIG/Facebook/Hootsuite
MONDAY:PostaboutMariachiJuvenildeRiverside,(SeeAppendixC)
TUESDAY:UtilizeCanvatomaketemplatesforthepostsoftheweek
WEDNESDAY:Postaboutupcomingevents/importantinfoeg:InstrumentDrive(SeeAppendixDandF)
THURSDAY:PostFacebookStoryspotlightingadirector/staff(SeeAppendixA)
FRIDAY:PostaFlyer(PeachjarandInPerson)(SeeAppendixE)
SATURDAY:CheckAnalyticsonIG/Facebook/Hootsuite
MONDAY:RAASaturdayChoirPost(SeeAppendixC)
TUESDAY:UtilizeCanvatomaketemplatesforthepostsoftheweek
WEDNESDAY:Postaboutupcomingevents/importantinfoeg:Performance(SeeAppendixDandF)
THURSDAY:PostFacebookStoryspotlightingadirector/staff(SeeAppendixA)
FRIDAY:Create/Modifyaflyerforthefollowingweek(SeeAppendixE)
SATURDAY:CheckAnalyticsonIG/Facebook/Hootsuite
MONDAY:PremierBand,ConcertBand,HonorBand(SeeAppendixC)
TUESDAY:UtilizeCanvatomaketemplatesforthepostsoftheweek
WEDNESDAY:Postaboutupcomingevents/importantinfo(SeeAppendixDandF)
THURSDAY:PostFacebookStoryspotlightingadirector/staff(SeeAppendixA)
FRIDAY:PostaFlyer(PeachjarandInPerson)(SeeAppendixE)
SATURDAY:CheckAnalyticsonIG/Facebook/Hootsuite
MONDAY:PremierStrings,ConcertStrings,HonorStrings,Percussion(SeeAppendixC)
TUESDAY:UtilizeCanvatomaketemplatesforthepostsoftheweek
WEDNESDAY:Postaboutupcomingevents/importantinfo(SeeAppendixDandF)
THURSDAY:PostFacebookStoryspotlightingadirector/staff (SeeAppendixA)
FRIDAY:Create/Modifyaflyerforthefollowingweek(SeeAppendixE)
SATURDAY:CheckAnalyticsonIG/Facebook/Hootsuite
Week7
MONDAY:HighgroveElementarySchoolPost(SeeAppendixB)
TUESDAY:UtilizeCanvatomaketemplatesforthepostsoftheweek
WEDNESDAY:Postaboutupcomingevents/importantinfo(SeeAppendixDandF)
THURSDAY:PostFacebookStoryspotlightingadirector/staff(SeeAppendixA)
FRIDAY:PostaFlyer(PeachjarandInPerson)(SeeAppendixE)
SATURDAY:CheckAnalyticsonIG/Facebook/Hootsuite
MONDAY:LongfellowElementarySchoolPost(SeeAppendixB)
TUESDAY:UtilizeCanvatomaketemplatesforthepostsoftheweek
WEDNESDAY:Postaboutupcomingevents/importantinfo(SeeAppendixDandF)
Week8
THURSDAY:PostFacebookStoryspotlightingadirector/staff(SeeAppendixA)
FRIDAY:Create/Modifyaflyerforthefollowingweek(SeeAppendixE)
SATURDAY:CheckAnalyticsonIG/Facebook/Hootsuite
MONDAY:BryantElementarySchoolPost(SeeAppendixB)
TUESDAY:UtilizeCanvatomaketemplatesforthepostsoftheweek
WEDNESDAY:Postaboutupcomingevents/importantinfo(SeeAppendixDandF)
Week9
THURSDAY:PostFacebookStoryspotlightingadirector/staff(SeeAppendixA)
FRIDAY:PostaFlyer(PeachjarandInPerson)(SeeAppendixE)
SATURDAY:CheckAnalyticsonIG/Facebook/Hootsuite
MONDAY:FoothillElementarySchoolPost(SeeAppendixB)
TUESDAY:UtilizeCanvatomaketemplatesforthepostsoftheweek
WEDNESDAY:Postaboutupcomingevents/importantinfo(SeeAppendixDandF)
Week10
THURSDAY:PostFacebookStoryspotlightingadirector/staff(SeeAppendixA)
FRIDAY:Create/Modifyaflyerforthefollowingweek(SeeAppendixE)
SATURDAY:CheckAnalyticsonIG/Facebook/Hootsuite
MONDAY:PatriciaBeattyElementarySchoolPost(SeeAppendixB)
TUESDAY:UtilizeCanvatomaketemplatesforthepostsoftheweek
WEDNESDAY:Postaboutupcomingevents/importantinfo(SeeAppendixDandF)
Week11
THURSDAY:PostFacebookStoryspotlightingadirector/staff(SeeAppendixA)
FRIDAY:PostaFlyer(PeachjarandInPerson)(SeeAppendixE)
SATURDAY:CheckAnalyticsonIG/Facebook/Hootsuite
Week12
EvaluationWeekWeek2 Monday Tuesday Wednesday Thursday Friday Saturday
Post about Cesar Chavez Communi tyCenter
Postabout upcomingevents eg:Summer MusicCamp
Post about Cesar Chavez Communi tyCenter
Postabout upcomingevents eg:Summer MusicCamp
PostFacebook Story spotlightinga director
CheckAnalyticson IG/Facebook/Hootsu ite
CheckAnalyticson IG/Facebook/Hootsu ite
Instagra m
Postabout Mariachi Juvenilde Riverside
Postabout upcomingevents eg:Instrument Drive
Faceboo k
Postabout Mariachi Juvenilde Riverside
Postabout upcomingevents eg:Instrument Drive
PostFacebook Story spotlightinga director
CheckAnalyticson IG/Facebook/Hootsui te
CheckAnalyticson IG/Facebook/Hootsui te
Week4 Monday Tuesday Wednesday Thursday Friday Saturday
Instagra m RAA Saturday ChoirPost
Postabout upcomingevents eg:Performance
CheckAnalyticson IG/Facebook/Hootsui te
Faceboo k RAA Saturday ChoirPost
Postabout upcomingevents eg:Performance
PostFacebook Story spotlightinga director
CheckAnalyticson IG/Facebook/Hootsui te Week5 Monday Tuesday Wednesday Thursday Friday Saturday
Instagra m
Post Premier Band, Concert Band,Honor Band
Postabout upcomingevents/ importantinfo
Faceboo k
Post Premier Band, Concert Band,Honor Band
Postabout upcomingevents/ importantinfo
PostFacebook Story spotlightinga director
CheckAnalyticson IG/Facebook/Hootsui te
CheckAnalyticson IG/Facebook/Hootsui te
Instagra m
PostPremier Strings, Concert Strings,Honor Strings, Percussion
Postabout upcomingevents/ importantinfo
CheckAnalyticson IG/Facebook/Hootsui te
Faceboo k
PostPremier Strings, Concert Strings,Honor Strings, Percussion
Instagra m Highgrove Elementary SchoolPost
Faceboo k Highgrove Elementary SchoolPost
Postabout upcomingevents/ importantinfo
PostFacebook Story spotlightinga director
CheckAnalyticson IG/Facebook/Hootsui te
Postabout upcomingevents/ importantinfo
Postabout upcomingevents/ importantinfo
PostFacebook Story spotlightinga director
CheckAnalyticson IG/Facebook/Hootsui te
CheckAnalyticson IG/Facebook/Hootsui te
Week8 Monday Tuesday Wednesday Thursday Friday Saturday
Instagra m Longfellow Elementary SchoolPost
Postabout upcomingevents/ importantinfo
CheckAnalyticson IG/Facebook/Hootsui te
Faceboo k Longfellow Elementary SchoolPost
Postabout upcomingevents/ importantinfo
PostFacebook Story spotlightinga director
CheckAnalyticson IG/Facebook/Hootsui te Week9 Monday Tuesday Wednesday Thursday Friday Saturday
Instagra m Bryant Elementary SchoolPost
Faceboo k Bryant Elementary SchoolPost
Postabout upcomingevents/ importantinfo
Postabout upcomingevents/ importantinfo
PostFacebook Story spotlightinga director
CheckAnalyticson IG/Facebook/Hootsui te
CheckAnalyticson IG/Facebook/Hootsui te
Every Saturday, social media analytics will be tracked to see progress with how many interactions the platforms are getting. Each week analytics will be evaluated to see how much closer or farther the platform has gotten from our goal of hitting a 10% increase in shares. The primary source of evaluation will be tracking Instagram and Facebook analytics. Instagram will utilize hashtags, promote new followers, and have theme weeks with three posts during the week. The amount of hashtag usage will track progress increased during the campaign and the increased shares on the platform. Each post will be evaluated to ensure that the platform is getting the engagement the organizations want to achieve. Three posts on Instagram and two posts on Facebook weekly will ensure that Riverside Arts Academy remains active and will ensure that the 50-post goal is met.
Facebook will be used to engage an audience of Hispanic parents residing in Riverside County by ensuring that the type of promotion is suitable to that audience. Through Instagram, the audience Riverside Arts Academy seeks to engage the parents and potential students. Instagram posts will be evaluated by the number of shares and comments they receive. Shares and comments will be monitored to reach the 20% share increase and track overall platform engagement. Hashtag usage will also be monitored on Instagram. Weekly follower-of-the-week reposts will be posted to raise hashtag usage to 20 people. Through the campaign, all goals should be met based on the level of engagement of both platforms, Instagram and Facebook.
About.RiversideArtsAcademy.(n.d.).
RetrievedFebruary19,2023,from https://riversideartsacademy.com/about/ Bringingtheartstoriverside'schildren.
RiversideArtsAcademy.(2022,September1).
RetrievedMarch1,2023,from https://riversideartsacademy.com/
RiversideArtsAcademyMusicclasses.
RiversideArtsAcademy.(n.d.).Retrieved March1,2023,from https://riversideartsacademy.com/raamp/