Marketing Proposal 2011
CEO’S IMAGE We are more than statistics and numbers − Measure success in stories and individuals as well as in the statistics. − Creating statistics that are understood and are focused towards the general public. − Participants do not come into the program as numbers, but as individuals. We are a diverse, personable and intelligent organization. We are an organization made up of driven people who want to make a difference. W are a h We hub b off re-entry information i f i We are focused on the process, not just the results − How are we as successful as we are? − Make people care about our model.
CEO’S AUDIENCE: Who is our audience? Employers p y – Focusing on gaining new employers while keeping CEO fresh in the minds of older and current employers. – Materials for Employers: General Brochure, Employer Incentives Card Flyer (specified according to general industry) p and Parole Officers Participants – For the purpose of recruiting new participants, most materials are created with the tone that would be applicable towards potential participants and Parole Officers who would like to learn more about the program. – Materials for Participants and Parole Officers: General Brochure, Services Booklet, Referral Cards (explaining g in) the steps needed to enroll and describingg the necessary documents that are needed to be brought Donors – Being able to connect emotionally to individual funders is of utmost importance. Donor materials balance storytelling and personal accounts with statistics all while making the information accessible to the general public who may not have any prior knowledge in the criminal justice field. – Materials for Donors: General Brochure, Services Booklet, Quarterly Mailings Community/Other organizations – Community can mean several things. Whether we are discussing our geographic community, Criminal Justice community or the non-profit community we have a lot to learn and a lot to share. The marketing materials will help showcase the information we have gained and make us an innovative and inspiring organization in our field. – Materials for Community/Other organizations: General Brochure, Services Booklet, Quarterly Mailings Our Own Staff – As CEO grows, it is becoming more important to keep our own staff updated and informed. Internal newsletters and consistent e-mail blasts will be an important part of the marketing plan. – Materials for CEO staff: Quarterly newsletters, monthly email blasts, inspirational framed photos around the office.
ACCOMPLISHMENTS TO DATE
MARKETING MATERIALS 2010: General Brochure ↓ Cover
↑ Inside1 PRINT
MARKETING MATERIALS 2010: General Brochure Flips open
â†“ Inside2: Explaining the CEO Model
MARKETING MATERIALS 2010: EMPLOYER CARDS
CEO WEBSITE: Homepage
CEO WEBSITE: Addition of Blog
CEO WEBSITE: ANALYTICS
Visits almost doubled Pageviews increased by almost 500% The number of pages per visit increased by 160% Bounce rate decreased by 36%
CEO WEBSITE: What could still be improved
â€˘ Increase the h number b off new visitors ii (percentage only went up 8% since new site) â€˘ Search engine optimized
STILL TO COME… (FROM MARKETING PROPOSAL 2010)
MARKETING MATERIALS 2010: Services Booklet • The purpose of the Services Booklet is to go into more detail about the services provided by CEO. • The Services Booklet will be standard 8.5x11 books and a total of 24 pages. • The tone for the booklet is applicable towards audiences who want to learn more about CEO and d did not get allll the h information i f i they h needed d d from the General Brochure. PRINT
MARKETING MATERIALS 2010: Services Booklet
↓ First Spread after Table of Contents/Introduction
MARKETING MATERIALS 2010: Services Booklet ← Young Adults Program
← Post-Placement P t Pl t Services S i
CEO Academy →
MARKETING MATERIALS 2010: Quarterly Newsletter • The purpose of the Quarterly Newsletter is to constantly have fresh materials and to keep our audiences updated four times a year. y • The tone for the Quarterly Newsletter will overall have a personal and emotional tone. p The Quarterly Mailing will: 1 1.
B a series Be i off 4 (each ( h year)) that h will ill have h a similar i il feel f l andd look. l k 2.
3 3. 4.
Have a theme (Expansion, Retention, etc)
In the first year, year highlight two participants and one staff member. member
Include a “CEO by the Numbers,” highlighting statistics having to do with the theme of the mailing.
Be self-mailing. No envelope and include an envelope insert for donations. PRINT
MARKETING MATERIALS 2010: Quarterly Newsletter ← Cover (Theme of this example: Expansion) ↓ Inside Cover (Letter from CEO, Basic updates and news –all all pertaining to the theme)
MARKETING MATERIALS 2010: Quarterly Newsletter ← Participant P ti i t St Story and d Testimony + CEO Stats.
→ Participant story and Testimony + CEO Stats.
→ Staff Highlight, bio, and highlighting a department/ position within the organization.
MARKETING MATERIALS 2010: Quarterly Newsletter
↑ By the numbers. Showing statistics pertaining to the theme in a visually appealing way way.
→ Self-Mailer. Address and stamps go on the back. back
MARKETING MATERIALS 2010: Internal E-Newsletter • The purpose of the Internal E-Newsletter is to make sure all of CEO staff are kept up-to-date about the organization and keep the entire staff on the same page. p g • The Internal E-Newsletter will be a e-mail blast sent out monthly. monthly • The tone for the E-Newsletter will be casual, b professional. but f i l The Th E-Newsletter EN l will ill b be quick and to the point.
MARKETING MATERIALS 2010: Internal E-Newsletter Th IInternall E The E-Newsletter N l will ill di discuss: 1 Any 1. A generall successes and d updates d t (ex. ( In I the h News, N Expansion updates, Goals reached, etc)
2. New Employees/New Positions (keep the staff informed on any new positions so there is less confusion on staff roles)
3. Highlighting Staff (Show appreciation for staff members who have ggone above and beyond y that month))
4. Upcoming events or expected occurrences (Renovations in the h b building, ildi SStaff ff events, etc))
SALESFORCE AND MARKETING Archiving Presentations Taking the time to archive all the presentations and make the slides searchable and editable using Salesforceâ€™s C t t Library. Content Lib The Th Content C t t Library Lib also l has h version i control and is compatible with PowerPoint. Controlling a program that will allow all staff members to create presentations based on previously approved slides and information.
MARKETING PROPOSAL 2011
OUR FOCUS IN 2011 Web Presence – Increasing CEO’s web presence amongst donors, participants and the criminal justice community. – Increasing involvement in social media – Using the website as a way to evaluate our internet audience
Video campaigns – Using videos to engage CEO’s audiences
Internal Communication – Increasing newsletters and emails to keep the entire organization informed
Participants – Doing a better job of informing and recruiting participants before they enter the program – Keeping participants inspired, creating better materials for them as they go through the program p to extend to people p p returningg to their communities who – Allowingg our help may not have access to our program.
Upstate and National Offices – Staying on top of our other offices and the materials they receive – Gain a better understanding of specific needs and creating materials unique for each of the office.
GOALS FOR 2011 • Remove inconsistencies between offices • Show CEO not only as a successful organization, but as an innovative and collaborative one g • Become a word-of-mouth organization • Create a maintainable social media plan • Improve Impr iinternal t r l communication mm i ti • Reach out to major accounts and larger employers • Create materials for program use and marketing uses that can be replicated easily
ONLINE MARKETING: Goals • Being B i an organized i d andd extensive i form f off information. • Attract Att t our audience di to t the th website b it (via ( i other th CEO materials, search engines, social media sites, link partnerships blogging partnerships, blogging, etc) • Keeping our audience on our website, making other pages easily accessible and attractive for audiences to continue forward with. • Staying y g up p to date and relevant v • Expanding on the blog (aesthetically and content) • Keeping the blog organized • Adding videos and other multimedia
ONLINE MARKETING: Evaluation • Using the website to evaluate our internet audiences. • Finding information using non-evasive and simple surveys • Keeping track of website analytics. Creating more detailed analysis purposed for CEO specifically. • Using the evaluation results to customize the website for more specific audiences. WEB
RELEASED A PARTICIPANT STORYTELLING PROJECT
DEFINITION OF THE PROJECT A project focusing on individuals who go through the CEO program. The project allows these individuals to tell their story using different mediums as their voice. All profiles of these individuals and their stories will be on a cohesive page of the website. The first main step of the project is based upon the photography exhibition: Released.
GOALS OF THE PROJECT
Allow participants to voice their stories. Connect faces to the clients CEO helps. Participants can relate to success stories. Create emotional and meaningful stories. Build an interactive and live webpage. Generate more viewers to the new website. Show how CEO helps lives not just employment.
THE EXHIBIT The exhibit, Released, will be a way to bring participants, CEO staff, CEO supporters and the New York City community together in an event that recognizes the importance of overcoming obstacles that individuals face when they return home from prison or jail. The exhibit can be seen as a part of an active and continuing project in telling the stories of these individuals.
THE EXHIBIT Photography telling the story of individuals who have returned from prison/jail and have gone through the CEO program. Opening event for participants and staff. Opening event for staff, CEO supporters and general public. Spokenword night focusing on incarceration and related topics.
THE WEBSITE The websiteâ€™s main goal is to attract public attention and introduce CEO into the social media world. The site will feature interactive profiles that will allow people to: View slideshows with audio Ask the participant questions Read participantâ€™s blog entries Learn about how to hire a participant View photos the participants have taken
PART 1: PARTICIPANT PROFILES Documenting partipants as they go through the CEO program. Following the participant through readjustments in their homelife, as they search for employment and settling back into their communities. Photographing the participants through their experiences. Participants tell their story through different mediums: Voice recordings Basic Film Blog A few of the photos as well as stories, blog entries and tweets will be published a month prior to the photography exhibit to build awareness of the event.
PART 2: CAMERA PROJECT Give out 50 disposable cameras to CEO participants willing to commit to taking photos of their CEO experience and homelife in 27 exposures. Participants receive $25 worth of incentives once returning the cameras. Photos will be screened, edited and shown on the website and exhibit.
POST-EXHIBIT Continue to follow the individuals throughout their experiences in CEO and in their personal lives. Allow opportunities for these individuals to voice their stories and to help advocate for others like them. Recruit new and passionate participants to take part in the project.
ADDITIONAL Allow participants to blog about their experiences with CEO. Build community conversation through twitter, blog comments and other social media. Reach out to media Digital Annual Report
WHAT HAPPENS AFTER INCARCERATION?
CRISTIAN ORTEGA 19 YEARS OLD CONVICTED OF THIS ONE CHILD “maybe quote or other text”
ABOUT A photography project that gives a voice to the recently released.
A photography project that gives a voice to the recently released.
Individuals document their own lives.
BLOG Read participant’s stories.
IN A FLASH
RELEASED: WITH CONVICTION When individuals return home from incarceration, most of the time they don’t just return right back to their normal lives. Some are returning to a family they haven’t seen in 5 years, some of them are clean for the first time in a decade, others are working for the first time in their lives. In 2011, CEO reached out to individuals in the New York City region who have recently returned home from prison or jail.
RELEASED: IN A FLASH When individuals return home from incarceration, most of the time they don’t just return right back to their normal lives. Some are returning to a family they haven’t seen in 5 years, some of them are clean for the first time in a decade, others are working for the first time in their lives. In 2011, CEO reached out to individuals in the New York City region who have recently returned home from prison or jail.
THE EXHIBIT June 13-26th at CultureFix on 9 Clinton Street
CRISTIAN ORTEGA When individuals return home from incarceration, most of the time they don’t just return right back to their normal lives. Some are returning to a family they haven’t seen in 5 years, some of them are clean for the first time in a decade, others are working for the first time in their lives. In 2011, CEO reached out to individuals in the New York City region who have recently returned home from prison or jail.
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HOW CEO CAN HELP YOU
EXPOSURE When individuals return home from incarceration, most of the time they don’t just return right back to their normal lives. Some are returning to a family they haven’t seen in 5 years, some of them are clean for the first time in a decade, others are working for the first time in their lives. In 2011, CEO reached out to individuals in the New York City region who have recently returned home from prison or jail.
JOHN SANTIAGO BRONX, NY AGE: 30
COMMENTS (0) HIRE A CEO PARTICIPANT VIEW ALL
HOW CEO CAN HELP YOU
PLAN OF ACTION Find participants to participate in project To be photographed Write in our blog Photograph participants Plan opening night - for particpants Plan opening night - for general public Plan Spokenword night April: Receive photographs from participants (disposable cameras) May: Launch Site with limited stories May: Marketing for exhibit
MARKETING MATERIALS 2011: Social Media Plan Goal: To remain informed and connected to audiences including other organizations, donors, participants and the criminal justice community To be able to easily create â€œbuzzâ€? community. buzz when events or achievements occur.
Barriers: CEO has many different audiences that could be reached by social media. Being able to find a balance in our audiences and create materials and information that can be i interesting i to allll off our viewers. i CEO has lack of staff who have time to keep up with the social p g up p with social media takes time and energy. gy media site. Keeping Knowing how much we can realistically commit and being able to deliver consistently on this level will take trial and error to figure out. out WEB
MARKETING MATERIALS 2011: Social media • Using evaluated information to find out who is our social media audience. • Create conversation between CEO and audience by means of Released project and blog entries. • Use Facebook to link updates from our blog, send out general messages and join together networks. • Using Linked-In as a way to keep up and network with employers. p y • Use Twitter to update participants and staff about immediate events. WEB
MARKETING MATERIALS 2011: Social Media Plan 1 Blog 1. Bl 1. 2. 3.
Increase amount of blog entries and links Released (p (participant) p ) blogg entryy series Link blog to Facebook and Twitter
2. Facebook 1 1.
Create Facebook C F b k page with i h iindividual di id l pages ffor: the h R Released l d project, j donations, participants and employers.
3. Twitter 1. 2.
Introduce twitter to help market the Released project Use Twitter as a way to connect and have a conversation with other organizations g
MARKETING MATERIALS 2011: Blog 1.
Introduction of blog g series: Creatingg several series that can be either weeklyy or monthly. Attracts audiences to check back on a regular basis. Ensures regularity in blog posting. Examples include: Released Blogs (from participants), Hiring tips of the week, On the field (TJ updates), etc.
Better integration between Facebook and Twitter: Adding twitter feeds to the blog interface, making sure blog entries are posted on Facebook, and including comments and conversations for all.
More visuals: Improving blog design to include more visuals, photos and enhancements that make the blog look more interesting and lively.
MARKETING MATERIALS 2011: Facebook C Customized i dT Tabs: b 1.
Welcome: Brief information, abilityy to stayy in touch through g a sign-up g p form, CEO model that links back to webpage.
Employers: Information about hiring and incentives, a place to sign-up so a CEO representative can get in touch. touch
Participants: Information on CEO program and information on joining the program, a place to sign up if you are a participant who has found a job or if you are hoping to join CEO.
Donate: A donation page that is a replication of the donation page on the website. Donation page links back to Blackbaud.
MARKETING MATERIALS 2011: Twitter 1.
Basic tool of communication for similar organizations: Twitter is the best way to stay updated with other organizations. Following other organizations who share similar missions i i or h having i th these organizations i ti ffollow ll us, allow ll us to t keep k p track t k off news andd updates pd t with the other organizations and allows us to share information with them easily.
Possible barriers: Twitter is always in motion, speed in tweeting and keeping up with other tweets is necessary in order to properly utilize the platform. Quality control of tweets, since tweets are quick and short, constantly going through a chain of command to tweet will not be useful, it will be necessaryy to have one person p in charge g of tweetingg and it will be up p to their discretion to tweet.
Important note: We will not be targeting our Employer or Participant audience on this platform.
MARKETING MATERIALS 2011: CEO’s Facebook Page
MARKETING MATERIALS 2011: CEO’s Twitter
ONLINE MARKETING: Educational hub • Posting CEO videos to educate people about the program • Creating videos that discuss tips for getting a job when you have a criminal record • Resource guides that people with criminal convictions are able to view and use online • Posting links that will help people find out more about reentry
MARKETING MATERIALS 2011: The Annual Report • The Annual Report will focus on donors and a general audience. • The report will include the following: • Q&A with Mindy and David • CEO by the #s • Basic Model • Cost Benefit Analysis • Future plans • Financials/Foundations l/ d PRINT
MARKETING MATERIALS 2011: The Annual Report
MARKETING MATERIALS 2011: The Online Annual Report • The Online Annual Report • The report p will include the following: g • Q&A with Mindy and David • CEO b by the h # #s • Basic Model • Cost Benefit Analysis • Future plans • Financials/Foundations WEB
MARKETING MATERIALS 2011: Major Accounts Book • Booklet focusing on Major Account Executives/Larger Employers • Different voice than normal materials • Designed so a CEO employee can follow up
MARKETING MATERIALS 2011: Major Accounts Book
MARKETING MATERIALS 2011: Employer cards • A An extension t i on the th currentt employer pl cards. d • Focusing on more specific audiences • Includingg more information about CEO and our services (trainings) • Additional cards include: • Customer Service card (including our trainings) • Food Industry (including information about food handling certifications) • Warehouse (including d warehouse training) • Construction (including OSHA training) • Non Profits (discussing working with courts during TJ and other nonprofit organizations we work with) • Small Businesses • Cards C d tto refer f lloyall employers l tto Peter P t PRINT
PARTICIPANT MARKETING: Goals: To T create more materials i l for f participants i i to increase i recruitment i numbers, b success rates and retention.
For recruitment: • • •
Participant resource guides that will provide information for individuals about to be released from prison. This information is more dense since participants have more time to read. While there is an introduction for CEO, it is not geared directly for CEO participants, instead it makes them aware a are of CEO CEO’ss ser services ices and will ill encourage enco rage motivation moti ation to join the program once released.
For higher success rates: • • • •
Participant workbook will condense all papers and worksheets needed throughout the CEO program into one book. The workbook will add a sense of professionalism and responsibilities to the participant as they attend class and job coaching/developing sessions. The workbook will make replication in other offices easier with one set curriculum and keep all offices consistent. Addition of a portfolio to keep the workbook adds to the professionalism and seriousness that is involved during the interview and job searching process.
MARKETING PROPOSAL: Timeline APRIL-JUNE J • Released Project • Major Accounts Book JUNE-SEPTEMBER • Participant resource guide • LSE S Workbook kb k • Presentation Overhaul • Employer p y Cards • Services Booklet NOVEMBER-DECEMBER • Annual Report • Online Annual Report
MARKETING PROPOSAL: Released Project APRIL • Rl Released d photography h h and d production d i takes k place l • Disposable cameras are given out • Website begins development • Facebook and Twitter are set up • Fi profiles First fil are put up on website bi • Advertised via Facebook and Twitter • Begin reaching out to media sources • Save the dates are sent for the exhibit and opening MAY • First photography profiles are up • Push for media attention • I it ti Invitations for f openings i sentt outt • Marketing materials for exhibit and opening are made • Introduce blog entries from participants • Finish at least 8 participant profiles • P i i for Pricing f printing i ti andd framing f i JUNE • Curating, printing and framing finished by June 10th • E hibit installed Exhibit i t ll d June J 13th • Participant opening June 14th • Main opening June 16th • Exhibit taken down June 26th
Sneak peek Released: With Conviction
Sneak peek Released: With Conviction
Sneak peek Released: With Conviction
Sneak peek Released: With Conviction
MARKETING PROPOSAL: Expected Timeline (from 2010) JUNE • • • • • • • • • • • • • • •
Overhaul of all materials in all departments Initial meetings on Employer Cards and General Brochure Reach out to web design consultants Begin website restructuring Format template for Internal Newsletters
Finalize Employer Cards for print Fi liz General Finalize G r l Brochure Br h r fforr pri printt Decide on web design consultant/ Web site structure and architecture plan complete Send out first Internal Newsletter Decide themes and focus of the quarterly mailings Finalize information on eexpansion pansion and ne new offices offices.
Meet with departments to discuss use of Employer Cards and General Brochure Discuss and finalize Service Booklet information (program information, etc)
Website ready to launch Services Booklet printed
FY 2010 •
2010 will be used to establish the true need of each marketing piece. Through HelpDesk/Salesforce and general feedback, we will be able to gauge the need and success of the materials and perpetually re-evaluate the impact of all materials.
PROMOTIONAL ITEMS Promotional P ti l It Items will ill comprise i off a main i CEO gift bag. There will be heavier, metal pens and USB Flash Drives to g give out as part p of our executive gifts. • Spooner Mugs • Plastic Pens • Heavier, metal pens* p • USB Flash Drives* • Post-Its • Scratch pads • Mints • Gift bags
CEO WEBSITE: ANALYTICS (2010)
Out of the 14% or 168 people who found www.ceoworks.org through Search Engines 72% or 121 people found our site using some form of the phrase â€œCenter for Employment Opportunities (or CEO)â€?
70% of visitors do not visit i it more th than 1 page
1 minute 20 seconds The average length of time spent on the site.