Communications

464

PublicRelationsProposal
PreparedforLGBTCenterOCApril11,2016

PublicRelationsProposal

ElsaEmbler
ErikaJasper
KimberlyPeregrina
TomohiroUeda

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TableofContents

1. Research
..3
a.

SituationAnalysis.3
i. PESTAnalysis....3
ii. SWOTAnalysis ..4
iii. ProblemStatement.4
b. AnalysisofKeyAudiences..5
i. Demographics.5
ii. Psychographics..6
iii. Influencers&SelfInterests.7

2. WorkStatement
...9
a.

Planning..9
i. GoalsandObjectives.9
ii. KeyMessagesforKeyAudiences...9
b. Implementation..9
i. Strategies&Tactics...9
c. Evaluation12
i. KeyPerformanceIndicators(KPIs)...12
ii. EvaluationTools...12
iii. AnticipatedResults..12

3. Qualifications
..13
a.

TeamMembersDuties&Backgrounds..13

4. Appendix
...14
a. SamplesofProposedDeliverables.14
b. References....15

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1.Research
SituationAnalysis

Political,Economic,SocialandTechnological(PEST)Considerations

Political:
Economic:
Electionyear,gettingelectedofficialstospeakout
Limitedfundingforthecentermakesproviding
onLGBTissuescouldbebeneficial
resourcesachallenge
Alreadysomepoliciesinplacebutarentoften
Youngpublicsinneedofresourcesmaynothave
enforced(SethsLaw,StudentEqualEducationAct)
themeanstoseekservices(transportation,abilityto
leaveanunsupportivefamily)
LGBTIndividualsmakelessmoneythanthe
generalpopulationonaverage20

39%makelessthan$30,000/year
39%makebetween$30,00074999/year
20%make$75,000/year(comparedto34%
ofgeneralpopulation)
Social:
OCisrelativelyconservative,peopleassumethere
wontbeaLGBTCenter
NorealhomelesssheltersinOC
LackofunderstandingofLGBTcommunity,
especiallyamongtransgenderindividuals
Institutionsdontknowhowtoprovide
affirmingservice(hospitals,employers,etc)
SantaAnaranked59outof100onthe2015
MunicipalEqualityIndex(MEI)whichmeasures
acceptancelevelsofLGBTcommunitiesbycity23

LongBeach,LAandSanDiegoscored100
SantaAnaisevenbelownationalaverage
andtiedwithGardenGroveforlowest
rankingcityinOC
IrvineranksthehighestinOCwithascore
of79

Technological:
IncreasingnumberofmillennialsareonFacebook
andothersocialmediaoutlets,LGBTCenterOC
shouldusethistoreachtheirkeypublics
88%ofmillennialsgetnewsfromFacebook6
90%ofmillennialsusesocialmedia6

millennialsaretwiceaslikelytoturntoGooglefor
advice,6

LGBTCenterOCshouldutilizeSEO
Factorsdrivingmillennialstowebsites/social
media13

goodgraphics
brief,wellwrittencontent
contentiseasytounderstand
reliable,unbiasedandaccurateinformation
multipleviewpoints
respectedauthors/brands
mobilecontent
Millennialsshowa30%increaseinusingsocial
mediaasasourceofinformationfromtheprevious
generation6

55%ofLGBTadultshaveusedsocialmediato
meetnewfriends(highestrateingaymen69%)20

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Strengths,Weaknesses,OpportunitiesandThreats(SWOT)Analysis

Strengths:
SecondoldestLGBTcenterinthecountry
Partnershipswithlocalschools,policedepartments,
thecityofSantaAnaandotherorganizations
TrustedandreputableamongLGBTmemberswho
arealreadyawareofthecenter
615followersonInstagram,3,855likeson
Facebook,448followersonTwitter(alreadyquitea
strongfollowing,butcontent&consistencycouldbe
improved)
PartnershipwithRagemagazinecouldleadto
increasedexposureamongtargetpublics
CenteronFourthculturalcentercaterstowider
audience

Weaknesses:
Lackoffunding
LackofawarenessamongLGBTcommunitythat
thecenterexistsandhasprograms
NoconcentratedLGBTareainOClikeinLAand
LongBeach
Strongamountofsocialmediafollowers,butcould
useupdateandimprovement
infrequentpostingonInstagramandTwitter
Blogonwebsiteisntfrequentlyupdated,
postsarentsharedthroughFacebookor
Twitter

Opportunities:
Threats:
Leveragereputationtoraiseawarenessamong
Lackofsocialmediapresencecouldbeareason
targetpublics
forlowfunding/awareness
Revampsocialmediastrategytoincrease
Lackoftraditionalmediapresence(hardlyany
followersandgainstrongerpresence
mediaimpressions)
Usesocialmediaasaplatformtoinformpeopleof
NoOCcitygotaperfectscoreof100onthe2015
theirprogramsandinteractwiththecommunity
MEI(arecord47citiesscored100includingLong
Socialmediacouldalsobeusedtoreach
Beach,LA,SanDiego,SanFranciscoandSan
youththatmaynothavephysicalaccessto
Jose)23

thecenter
Irvine79
SinceLGBTcommunityinOCiswidely
Orange71
dispersed,theonlinepresenceisan
HuntingtonBeach62
importantunifyingfactor
Anaheim61
Pitchstoriestolocalmediatoincreasevisibilityof
SantaAna59(lowestscore)
audienceswhomaynotknowtheresacenter
GardenGrove59
Createnewpartnershipstobroadenreach
Utilizeexistingpartnershipstoincrease
awarenessreachmorepeople
Reachouttopublicfigures(localcelebrities,elected
officials)topromote/speakforLGBTCenterOC
UseCenteronFourthtoattractaudiencesother
thanclientsinneedofservices(donors,allies,etc.)

ProblemStatement:
LGBTCenterOChasbeenatrustedandreputableresourceinthecommunitysinceitsopeningin1983,however,visibility
andfundingneedsimprovement.LGBTCenterOCshouldleveragetheirpositive,longstandingreputationtoraiseawareness
amongkeypublicsaboutexistingresourcesandthefactthattheyarethegotoresourceforOrangeCountysLGBT
community.

AnalysisofKeyAudience
Demographics:

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1. LGBTYouth

19%to29%ofgayandlesbianstudentsand18%to28%ofbisexualstudentshaveexperienceddating
violence1

14%to31%ofgayandlesbianstudentsand17%to32%ofbisexualstudentshadbeenforcedtohavesexual
intercourseatsomepointintheirlives2

17isthemedianageatwhichpeopleknowforsuretheyareLGBT20

Medianageatwhichtheyshareitwithafriend/familymemberis20

2. LGBTAdults(millennialandolder)

ThehighestpercentageofU.SadultsidentifiedthemselvesasLGBTinWashington,D.C3

52%haveattendedanLGBTprideevent20

39%saytheybelongtoanLGBTorganization20

55%ofLGBTadultshavemetnewLGBTfriendsthroughonline/socialnetworkingsites20

Gaymenarethemostlikelyat69%
43%haverevealedsexualorientationonsocialnetworkingsite20

39%makelessthan$30,000/year(comparedto28%ofthegeneralpopulation)20

39%make$30,00075,000/year(comparedto35%ofgeneralpopulation)20

20%make$75,000+/year(comparedto34%ofgeneralpopulation)20

3. FamiliesofLGBTindividuals

In2013,6millionAmericanchildrenandadultshaveanLGBTparent11

Samesexcouplesaremorelikelythandifferentsexcouplestoraiseanadoptedorfosterchild
In2011,19%ofthesamesexcoupleswereraisingchildrenundertheagesof1811

Thesedatasuggeststhatcurrentlythereareapproximately125,000samesexcouplesraising220,000
children
SamesexparentingismorecommonintheSouth,wheremorethanaquarterofsamesexcouplesareraising
children11

ChildrearingamongsamesexcouplesishigheramongAfricansAmericans,LatinoandAmerican
Indian/AlaskanNativesandloweramongAsianandPacificIslanders11

40%ofAfricanAmericansamesexcouples,28%ofLatino,24%ofAmericanIndian/AlaskanNative,12%of
AsianPacificIslanderand16%Whitesamesexcoupleshavechildrenundertheageof1811

4. Allies/Donors

In2010,$70millionwenttotheLGBTcommunity12

Herearethetop10funderstotheLGBTcommunity
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

ArcusFoundation$14.6million
GillFoundation$10million
VanguardCharitableEndowmentProgram$6.1million
EvelynandWalterHaas,Jr.Fund$5.9million
OpenSocietyFoundations$4.2million
FordFoundation$4million
AstreaLesbianFoundationforJustice$3.6million
ProteusFund$3.4million
TidesFoundation$2.1million
AmericanJewishWorldServiceDonorAdvisedFund$1.9million

5. Transgenderclients

InastudybyNationalCenterforTransgenderEqualityandtheNationalGayandLesbianTaskForce,71%of
transgenderpeoplesaidtheyhidtheirgenderorgendertotransitiontoavoiddiscrimination.27

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SocialSecurityAdministrationstartedin1936,135,367peoplehavechangedtheirnametooneoftheopposite
genderand30,006hasalsochangedtheirsex.27

OfAmericanswhoparticipatedinthe2010census,89,667hadchangedtheirnamesand21,833hadchanged
theirsex.27

Ofthe135,367transgenderpeoplewhohadchangedtheirname,65%weretransgendermenand53%were
transgenderwomen.27

About700,000transgenderpeopleliveintheU.S4
Notalltransgenderpeoplehavereceivedsurgeryoranymedicalintervention5

Psychographics:

1. LGBTYouth

AccordingtotheCDC,mostlesbian,gay,bisexual,transgenderandquestioningyoutharehappyandthrive
duringadolescentyears6
However,someLGBTQyoutharemorelikelythantheirhetereosexualpeerstoexperiencedifficulties
intheirlivesandschoolenvironments,suchasviolence

YounggayandbisexualmaleshavedisproportionatelyhighratesofHIVrates,syphilisandotherSTDs7

LGBTyoutharemorelikelythanheterosexualyouthtoreporthighlevelsofbullyingandsubstanceuse8
LGBTyoutharetwotothreetimesmorelikelythanotheryouthintheUnitedStatestoattemptsuicide9

2. LGBTAdults(millennialandolder)

59%ofallLGBTadultswhohavetoldtheirmothersaidtheexperiencewasadifficultoneand65%ofthose
whotoldtheirfathersaidthesame10

92%ofLGBTadultssawsocietyashavingbecomemoreacceptingoverthelastdecade11

39%saytheyvebeenrejectedbyafamilymember/closefriendatsomepointintheirlives20

21%saytheyvebeentreatedunfairlybyanemployer20

29%saidtheyhadfeltunwelcomedataplaceofworshiporreligiousorganizationatsomepointintheirlife1

LGBTpopulationismoreliberal,democratic,lessreligious,lesshappywiththeirlivesandmoresatisfiedwith
thegeneraldirectionofthecountry20

56%sayitsimportanttomaintainLGBTneighborhoods/barswhile41%saytheywillbecomelessimportant
overtime20

3. FamiliesofLGBTindividuals

19%saidthey
wouldbeveryupset
iftheylearnedtheirchildwasgayorlesbian1

2
35%ofAmericansdonotlikethefactthatmoregaysandlesbiansareraisingchildren

4. Allies/Donors

Manywellknowncompanies,suchasApple,Starbucks,Nike,Google,MIcrosoftandFacebookpubliclysupport
LGBTcauses.

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5. Transgenderclients

10
Only1122%ofAmericanspersonallyknowsomeonewhoistransgender

62%haveexperienceddepression10

Thereisaround78%oftransgenderandgendernonconformingemployeeswhohaveexperiencedharassment,
mistreatment,ordiscriminationonthejob10

41%haveattemptedsuicide10

26%reportedusingdrugsoralcoholtocopewithdiscrimination10

15%oftranspeopleliveinpoverty10

28%

oftranspeoplepostponeseekingmedicalcareduetofearofbias10

Duringthe2010U.S.Census,whenaskedtoidentifytheirsex,51%ofthepopulationselected"female"and
49%selected"male"10

Influencers&SelfInterests

ElectedOfficials

RonGalperin
ToddGloria(SanDiegoCityCouncilPresident)
SenatorDianneFeinstein(Democrat)andBarbaraBoxer(Democrat)
RepresentativesLorettaSanchez(Democrat)
Supportsmarriageequality
EqualityCaliforniaPACs(note:*indicatestheyreontheboardofdirectors)
RichardPoppen(Chair)*
JerryBloom*
AndreaCasalett*
BethCollinsBurgard*
BillDelvac*
ClarissaFilgioun
JoeGregorich
BoeHayward*
LloydLevine
SusanMcCabe*
NancySutley*
DavidTsai*
AndreasMeyer*(exofficio)

Celebrities
EllenDegeneres
thefaceofLGBTAmerica24

ConsideredoneofthemostinfluentialLGBTcelebrities
JussieSmollett
BreakstarofthehitdramaEmpire.16

RevealedheisgayduringabackstageinterviewwithEllenDeGeneresinMarch2015.16

ActivistforBlackAIDSInstitute17

EllenPage
Cameoutasgayabouttwoyearsago
Recentlystarredinamovieaboutasamesexcouplestrugglingforequalrightsandlegalrecognitioni

WandaSykes
Comedianandactress18

AfterCaliforniasProposition8passedintheNovember2008election,banningsamesexmarriage,
shedecidedtolendhercelebritytothecauseofmarriageequality.18

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ThefirstopenlygaypersontoperformattheannualWhiteHouseCorrespondentsAssociationDinner.
18

LaverneCox
FirstAfricanAmericantransgenderwomentoappearonAmericanrealityTV.19

Laverneisarenownedspeakerandhastakenherempoweringmessageofmovingbeyondgender
expectationstolivemoreauthenticallyalloverthecountry.
19

19
SpokeatCalStateFullertonin2015.
SarahSilverman
PerformedinMay2015withSiaatLAsLGBTCentersAnEveningwithWomenevent25

Feminist,democrat.SherecentlypostedavideosupportingBernieSandersandgotalotofattention
forit
CaitlynJenner
Formerolympicmedalist,BruceJenner
TVpersonalitywithherownTVshow,cameoutasatransgenderwomanin2015

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2.WorkStatement
Planning
GoalsandObjectives
1.
2.
3.
4.
5.
6.

RaiseawarenessofLGBTCenterOCandhowitsmanyservicesareabeneficialassettothecommunity.
FosterastrongonlinepresencetobroadenthereachofLGBTCenterOCandincreaseeventattendance.
IncreasefundingtoLGBTCenterOCbyraisingawarenessofitsexistenceandstressingitsimportancewithinthe
community.
LeveragetrustedreputationtopositionthecenterasthehubofinformationandresourcesfortheLGBTcommunityin
OrangeCounty.
Fosterstrongrelationshipswithdonorsandallies,namelywomen,toencourageinvolvement.
BecomearesourceforlocalmediaonLGBTQissues.

KeyMessagesforKeyAudiences

PrimaryAudiences
1.

2.

3.

LGBTYouth
TheLGBTCenterOCisasafeplacetoconnectwithsupportiveandlikemindedpeople.
LGBTCenterOChasimportanteducationalandhealthresourcestoimproveoverallwellbeing.
TheLGBTCenterOCsupportsyouthwithidentitydevelopmentandleadershipskills.
LGBTAdults
LGBTCenterOCoffersavarietyofservicesinasafeandaffirmingenvironment.
CenteronFourthandLGBTCenterOCprovideawelcomingcommunitywithengagingevents.
TransgenderClients
TheLGBTCenterOCoffersaffirming,qualitytransitioningprogramsthatpromoteproperandsafepractices,
oftenatreducedprices.
TheLGBTCenterOCoffersprogramstohelpTransgenderindividualsliveproperandhealthylives.

SecondaryAudiences
4.

5.

FamiliesofLGBTIndividuals
TheLGBTCenterOCofferssupportforfamilymembersofLGBTindividualstohelpthemacceptandcopewith
theirsituationinapositiveway.
TheLGBTCenterOCprovidesfamilieswitheducationalresourcestohelpthemsupporttheirLGBTfamily
membersandlovedones.
AlliesandDonors
TheLGBTCenterOCoffersvitalresourcestoacommunityinneedandrequiresdonationsandcontributionsto
continuetheseprograms.
TheLGBTCenterOCiscommittedtobuildingstrongerrelationshipswithnewworkingpartnersand
organizationstobringthecentertheresourcestheyneed.

Implementation
StrategiesandTactics

Strategy1:IncreasevisibilityofLGBTCenterOCanditsservicessuchastransprogramming,
legalclinics,theglamcloset,counselingandsupportgroupsamongLGBT

membersandalliesthroughmediarelationsandstrategicsocialmediause.

Postregularlytosocialmediaoutletsaboutservicesoffered,especiallyconcerningspecialevents(EX:during
transprideevent,promoteglamclosetandphotographeventtolivetweetandpromotethroughsocialmedia)
PromoteeventsatCenteronFourththroughsocialmediaplatforms(artexhibits,specialevents,etc)
Compilemediacontactlistoflocalwriters/reporterswhocovertopicsrelevanttoLGBTCenterOC
Pitchstoriestolocalmedia(OCRegisterhasalreadycoveredLGBTtopicsinthepast)

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Possiblestoryideas:

Policingpartnership
Progressonschoolpolicysuchasgenderneutralbathrooms
Testimonials/humanintereststoriesfrompastclientswhohavebenefitedfromLGBTCenter
OCsprograms
Pitchstoriestoinfluentiallocalbloggerswhocoverrelevanttopics
PartnerwithschoolstoreachyouthwhomaynotbeabletotraveltoLGBTCenterOC(lackofresources,
supportathome)
EnsureresourcesareavailableatLGBTcentersatschool(GSA,etc)
PostaboutLGBTCenterOCeventsatthesecenters
Offerworkshops/supportgroupsonsiteoratalocationneartheschool(anonymitymaybeimportantto
youthstrugglingwithidentityandacceptance,somemaynotfeelcomfortablegoingtoaneventatthe
school,perhapsasupporthotlineoremailaddresswhereanonymousquestionscanbeanswered
wouldworkwellforthisgroup)
Distributecondomswithlogo/LGBTCenterOCinfotoschools(universityhealthcenters,atspecialevents)
Idea:
postmysteryboxesinstrategicareasaroundOCwithLGBTCenterOCcondomsinside
Localartistscoulddecoratetheboxesortheycouldbesimpleblackboxeswithopenmesignson
them
Wouldhavetocheckwiththecityaboutwhere/ifboxescanbeposted.Aimforplacesthatattracttarget
publics(outsideLGBTCenterOCorCenteronFourthtostartwith)
Getvideo/writtentestimonialsfrompeoplewhohavebeenhelpedbyLGBTCenterOCservices
Emotionalappealtotargetpublics(donorsandpotentialclients)
and
wouldmakeagoodstorypitchfor
localmedia/blogsandsocialmediacontent

Strategy2:Strengthenonlinepresencethroughstrategicsocialmediausetobroadenreach
andincreaseeventattendance.

CreatesocialmediacountdowntoeventssuchastheIndigoBallonInstagram,FacebookandTwitter
Eachday/weekmakeapostsayinghowmuchtimeisleftwithinformationonhowtogetticketsor
participate
Possiblyofferincentivesuchacontestwhereparticipantsareenteredtowinapairoffreetickets(Ex:
participantspostaboutLGBTCenterOCandgetthemostlikes,etc.)
Sharepostsfromlikeminded,noncompetitiveorganizationstosocialmediaaccounts(possiblereturninthe
future)
Createongoingengagingsocialmediacontests
FeaturedLGBTmemberofthemonth,peoplecansubmitnomineesorLGBTCenterOCcanfeature
prominentmembers
Createsocialmediacalendartoensureconsistentandstrategicpostingacrossallplatforms
Utilizenationalholidays/days/appreciationmonthstostaycurrentandrelevantwithpostings
Monitormediaandupdatecalendaroftentoensurecurrenttrendsarebeingfollowedandused
toLGBTCenterOCsadvantage(EX:bigdevelopmentinTransprogramming,LGBTHistory
MonthinOctober,WomensHistoryMonthinMarch(forfutureeffortssinceMarchisalready
over),billspassedaffectingthecommunity,etc)
Takepartintrendsonsocialmediatostayrelevant
MancrushMonday#mcm(couldfeaturerelevantceleb,member,etc)
TransformationTuesday(couldfeaturetestimonialsofclientswhoarewillingto/wanttoshare
story
WomancrushWednesday#wcw
ThrowbackThursday#tbt(couldpostphotosfromprevioussuccessfulevent)
FlashbackFriday#fbf
Createownsocialmediatrends/hashtags
TransTuesday(promoteevents,servicesorinspiring/successfultransindividuals)
Sharepostsacrossallsocialmediaplatformstoensurelargestpossibleaudienceisreached(someInstagram
usersdonthavetwitter,someFacebookusersdonthaveInstagram,etc.)
However,ifpostsarespecifictoasocialmediaoutlet,keepitthere

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Hootsuitecanbeusedasatooltoshareacrossmultipleplatformsandensurecontentispostedat
hightraffictimes

Strategy3:IncreasefundingtoLGBTCenterOCbyraisingawarenessofitsexistenceand

stressingitsimportancewithinthecommunity.

Invitelocalcelebrities(localtoOCorSouthernCalifornia)tospeak/performatLGBTCenterOCeventsand/or
promotethecenter
EllenDeGeneres(thefaceofLGBTAmerica24
,haspageonwebsitewithseveraloptionstosubmit
storiesandideasorrequestmoney/contributions/featuresonhershow)
EllenPage
SarahSilverman(moresuggestionsunderInfluencersandSelfInterests
Inviteinfluentialelectedofficialstospeakatevents
ContactPrideOCaboutpossiblepartnershiptoincreasevisibility
HaveapresenceattheireventsuchasboothsorLGBTCenterOCsponsoredactivities/events
TheycouldpossiblyparticipatewiththeLGBTCenterOCsTransPrideevent
Partnerwithorganizationsthatreachtargetpublics(cafes,artcenters,culturalhubs,LGBTorganizationsat
schools,etc)tocrosspromoteLGBTCenterOCanditsservices
CafesoftenhavecommunitybulletinboardswhereLGBTCenterOCcouldpostflyers/promosfor
events
Cafesoftendisplaylocalartistswork.LGBTCenterOCcouldtapintothatandofferCenteronFourth
asavenueforartiststodisplaywork
Localbusinessesmaybeopentohavespecialdayswhereapercentageoftheirsalesgotosupport
LGBTCenterOCwhichwouldgiveanopportunityforsocialmediapromotionandfundraising
Hostcombinedeventswithlocalbusinesses(offerthemaboothatTransPrideorotherLGBTCenter
OCeventsandgetapossiblereturninthefuture)
Emanateanyamounthelpsattitudetoencourageasmanydonationsaspossiblenomatterhowsmall

Strategy4:Fosterstrongrelationshipswithdonorsandallies,specificallywomen,togetthem
moreinvolved.

Invitetargetaudiencestoevents,suchaskaraokeandbowlingnight.
Sendpromotionallettersoremailstoaboutupcomingevents
Researchlocalorganizationsthatfocusonwomen
Hostcollaborationeventssuchasfundraisingandspecialevents
Pitchtomediaoutletsthatarefocusedonwomenandrelevantissues
Shareandrepostonlinecontentfromthirdpartyorganizationsthatfeatureswomen
CreaterelevantsocialmediacontenttoattractwomenorganizationstocrosspromoteOCLGBTCentersposts
Listlocalwomencentersfromcollegecampusesandbuildrelationstohelppromotethecentersevents
Participateintheireventsthatarealsohappening
GiveanyadditionalinformationonLGBTCenterOCtopassoutatlocalcampuses

Strategy5:LeverageexpertiseandreputationtobecomearesourceforlocalmediaonLGBTQ
issues

Identifymediacontacts(reporters,journalists,bloggers,etc)thatcoverLGBTrelevanttopicsandfosterongoing
relationships(seestrategy1formediacontactlist)
InitialemailtointroducetheorganizationasaninformationalexpertonLGBTissues,explainthat
LGBTCenterOCiswillingtocommentonorprovideinformation/resourcestoreporterstohelpwith
stories
ThiswillprovidetheopportunitytogivealocalangletonationalnewsissuesandmakeLGBTCenter
OCvisibletothecommunity
Reportersoftenjumpattheopportunitytoturnanationalnewsissueintoalocalstory
CreatesystemwithinLGBTCenterOCfornewsmonitoringandcontactingmedia(someonemonitors
national/localnewsdealingwithLGBTissuessotimelyactioncanbetakingincontactingreportersto
getinvolvedinapossiblestory.KeepsLGBTCenterOCrelevantandontopofsocialtrends/current
events)

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Evaluation
KeyPerformanceIndicators
1.

Trafficincrease
towebsite(monitorweeklyactivity)

2.

Clickthrurates
(socialmediaandblogposts)

3.

Conversionrates
(trackratesthroughoutcampaignandattheend)

4.

Increaseinsocialmediafollowers
(afterspecialeventsandoverallincreaseaftercampaign)

5.

Contentperformance
(analyzetoneofmediaclippings)

6. Numberofmediaimpressions
(monitorthroughoutcampaign,compareendresultwithbenchmark)
7. Eventattendance
(increaseinratescomparedtopastsimilarevents)

EvaluationTools

1.

GoogleAnalytics
toanalyzewhichtacticsdrivethemosttraffic/conversions,seewhatpeoplearemost
interestedinonthewebsiteandidentifystrengths/weaknessesofthewebsite

2.

GoogleAlerts
totrackmediacoverage

3.

HowSociable
totracksocialmediapresence/buzz

4.

Attendance
totracknumberofattendees(RSVPaheadoftimeanddayoftheevent)

5.

Facebook
engagementpagesforreach

6.

Twitonomy
totracktwitterfollowersandengagement

7.

Profnet
toseewhatmediaoutletsaresearchingforinformationLGBTCenterOChasandprovideapointof
contact

AnticipatedResults

1.

Trafficincreasetowebsite

2.

Increaseinclickthrurates(socialmediaandblogposts)

3.

Increaseinsocialmediafollowers

4. Increaseineventattendance
5.

Buildrelationshipswithnewpartnersandorganizations

6. Increasemediaimpressions
7.

Increasedonations

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3.Qualifications
TeamMembersDutiesandBackgrounds
ElsaEmbler
Iama21yearoldpublicrelationsstudentatCaliforniaStateUniversityFullerton.Ihaveprevious
experienceasanaccountcoordinatorforastudentrunpublicrelationsfirmatmyschoolcalledTitanPR.
Ihavealsoworkedasaneditorialinternatalocalnewspaper.Forthisproject,Iconductedsecondary
researchandgatheredinformationonkeyaudiences.Ialsohelpedcrafttheoverallobjectivesforthis
campaignaswellasthestrategiesandtacticsusedtoaccomplishthem.Iwasalsoresponsiblefor
consolidatingandorganizingallinformationandideasandputtingthemtogetherintothisproposal.

ErikaJasper
IamapublicrelationsstudentatCaliforniaStateUniversity,Fullerton.Ihavehadexperienceinterning
atWarnerMusicGroupintheRadioPromotionandMarketingdepartment.ForthisproposalIhelped
conductsecondaryresearchandgatheredinformationfortheSWOTanalysis.Ialsoassistedwith
developingstrategies,objectives,tacticsandcreatedapressreleasethatwouldbesuitableforthis
campaign.

KimberlyPeregrina
Iama22yearoldpublicrelationsstudentatCaliforniaStateUniversity,Fullertonandsoontobean
alumnathisspring2016.Ihavepriorinternshipexperiencewithpublicrelationsanddigitalmarketing.I
amcurrentlyinterningatWarnerMusicGroupinthedigitalmarketingdepartment.

TomohiroUeda

Iama27yearoldpublicrelationsstudentatCaliforniaStateUniversity,Fullerton.Iamcurrently
interningatInkDirectcorpasamarketingcoordinator.Forthisproposal,Ihelpedconductresearch
andgatheredinformationonkeyaudiences.Ialsoassistedwithdevelopingstrategiesandtactics.

4.Appendix

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SamplesofProposedDeliverables
1.

SampleInstagrampostsforcountdowntotheIndigoBall(canbesharedtoFacebook/Twitter)

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References
1.

2.
3.

4.
5.

6.

7.

8.

9.

10.

11.

12.

13.

14.
15.

16.
17.

18.

19.

Drake,B.(2013,June25).HowLGBTadultsseesocietyandhowthepublicseesthem.RetrievedMarch21,2016,
from
http://www.pewresearch.org/facttank/2013/06/25/howlgbtadultsseesocietyandhowthepublicseesthe
m/

LGBTYouth.(2014,November12).RetrievedMarch21,2016,from
http://www.cdc.gov/lgbthealth/youth.ht
m

HealthRisksAmongSexualMinorityYouth.(2015,September01).RetrievedMarch24,2016,from
http://www.cdc.gov/healthyyouth/disparities/smy.htm

LGBTYouth.(2014,November12).RetrievedMarch24,2016,from
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