December 4, 2014
SUNY Plattsburgh PRE 314 PR Campaign
Presenters: Lisa Scivolette and Fred Hoefer
PR Team Members:
Jennifer Gioia, Henry Rambalde, Marissa St. Laurent,
Reggie Williams, Lisa Scivolette, Fred Hoefer,
Santiago Loja, and Trudy-Ann Evans
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Index
Introduction………………………………………………………………………………………3
SWOT Analysis…………………………………………………………………………………..4
Key Messages………………………………………………………………………………….4-5
Target Audience & Talking Points……………………………………………………………….5
Campaign Goal…………………………………………………………………………………...6
Objective 1……………………………………………………………………………………….6
Strategy 1……………………………………………………………………..…………………..6
Audience……………………………………………………………………...…..………………6
Tactics……………………………………………………………………...……………………..
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Strategy 2………………………………………………………………………............................6
Audience………………………………………………………………………………………….6
Tactics…………………………………………………………………………………………….
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Objective 2……………………………………………………………………………………….6
Strategy…………………………………………………………………………………………...6
Audience………………………………………………………………………………………….7
Tactics…………………………………………………………………………………………….
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Objective 3……………………………………………………………………………………….7
Strategy…………………………………………………………………………………………...7
Audience………………………………………………………………………………………….7
Tactics…………………………………………………………………………………………….
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Objective 4……………………………………………………………………………………….7
Strategy…………………………………………………………………………………………...7
Audience………………………………………………………………………………………….7
Tactics…………………………………………………………………………………………….
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Objective 5……………………………………………………………………………………….7
Strategy…………………………………………………………………………………………...7
Audience………………………………………………………………………………………….8
Tactics…………………………………………………………………………………………….
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Objective 6……………………………………………………………………………………….8
Strategy 1………………………………………………………………………............................8
Audience………………………………………………………………………………………….8
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Tactics…………………………………………………………………………………………….
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Strategy 2………………………………………………………………………............................8
Audience………………………………………………………………………………………….8
Tactics…………………………………………………………………………………………….
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Timeline…………………………………………………………………………………………..9
Conclusion……………………………………………………………………………................10
Introduction
We know that a weakness of the Ted K. Center is the lack of community involvement.
While the center is beneficial to the city of Plattsburgh, most people outside of the Plattsburgh
Housing Authority will still be left asking, “Well, why should I care? What’s in it for me?” No
matter how many open houses we plan or posters and videos we make, this will always be the
relevant question. If we can’t get the community to come to the Ted K. Center, the Ted K.
Center needs to go to the community.
In order to raise funds for the Ted K. Center, we must increase awareness and show how
the center enhances the community. We believe that our plan will help the Ted K. Center do
both at once. Our campaign revolves around “The Million Can Redemption Plan,” an event that
will recycle over 1 million redeemable beverage containers. Capitalizing on Earth Day (April
22nd), the Ted K. Center will be collecting cans from the community throughout the month of
April. By recycling 1 million aluminum cans instead of creating new ones out of raw materials,
this event will save around 225,050 kWh of electricity (enough to power the average home for
7,709 days), 636.6 barrels of oil, and 160.8 cubic yards of landfill space.
This event will improve the environment, enhance our community, and help an
underfunded nonprofit program that benefits children. Collecting one million cans conveys a
positive image for Clinton County as a whole, which will be great publicity for the Ted K.
Center and the event’s partners and sponsors. It will put the Ted K. Center and Plattsburgh on
the map.
One million cans may seem unreachable, but through research, we’ve concluded that 1
million redeemable cans and bottles are sold in Clinton County weekly. Northern Cakes
Redemption Center alone redeems around 1.2 million cans and bottles monthly. This means that
collecting 1 million cans in a month, which is equivalent to $50,000, is a feasible task.
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SWOT Analysis
Strengths
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No cost to the Ted K. Center
Monetary gains from can redemption
Build awareness of Ted K. by giving back to the community
Recycling is a current and relevant message for businesses and organizations
Support from people, groups, and organizations who need community service hours is
plentiful
The project is attainable
Weaknesses
-
Logistics are going to be a challenge
Recycling overall is not a novel or motivating message
Opportunities
-
Creation of lasting relations with partners and sponsors
Media attention drawn to Ted K. Center, sponsoring businesses, and Plattsburgh
Potential community involvement is available in many different forms
Threats
-
Outcry from other other organizations who collect cans and bottles for profit
Issues with janitors at SUNY Plattsburgh who collect office cans and bottles
People trying to steal donated cans for own monetary gain
Claims from redemption centers that event is cutting into their profits
Key Messages
The Million Can Plan will improve the health environment, enhance our community, and help
fund the Ted K. Center, a nonprofit program that benefits children who live within the PHA.
To celebrate Earth Day, the Ted K. Center plans to host “The Million Can Plan” to recycle over
1,000,000 redeemable beverage cans. Taking on a challenge like this is unprecedented within
our community and it will bring the community together as a whole.
The Million Can Plan teaches the children at the Ted K Center the importance of being
environmentally conscious, while encouraging them to be more active within their community
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The money that will be raised will go towards getting these children a safe and reliable form of
transportation so they can be more active and engaged in the community in the future
Target Audiences & Talking Points
Local businesses
Your name would be attached to an amazing feat of collecting one million cans and cause for
Earth Day. Further, it’s beneficial to the community and the Ted K. Center.
News outlets and publications in Clinton County/ADK area
The Ted K. Center is going above and beyond to make sure that Clinton County is being
environmentally friendly. Collecting one million cans conveys a positive image for Clinton
County as a whole.
SUNY Plattsburgh
This amazing feat of collecting one million cans reflects a positive image on the school and
gives students a whole new avenue to give back to the community. It’s part of the SUNY
strategic plan of community involvement.
Philanthropic/environmental organizations
(Kiwanis, Rotary, Cornell Cooperative Extension Clinton County)
By recycling a million cans instead of creating new ones, we are saving 225,050 kWh of
electricity (that's enough to power the average home for 7,709 days), 636.6 barrels of oil, and
160.8 cubic yards of landfill space.
The Ted K. Center is building a better community by providing a fun, safe place for children in
the Plattsburgh Housing Authority to learn and play.
Local schools
This amazing feat of collecting one million cans reflects a positive image on the school and
gives students a whole new avenue to give back to the community.
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Campaign Goal
Raise $20,000 to buy a van for the Ted K. Center by May 2015.
Objective 1: Collect 300,000 cans and bottles ($15,000) by May 2015.
Strategy: Conduct a face-to-face campaign.
Audience: local businesses, local organizations, SUNY Plattsburgh, Clinton Community
College, elementary/high schools, community members
Tactics:
- Create calendar of organizational meetings in Plattsburgh and ask for 5 minutes at each
meeting.
- Make road show of presentations to local business, organizations, and community groups.
- Create a cute, fun, and funny one-minute video to let people know what we’re doing.
- Partner SUNY students with Ted Kids for presentations.
Strategy: Run a social media campaign.
Audience: Prominent community members who are active online, SUNY Plattsburgh students,
Clinton Community College students
Tactics:
- Use video as an educational and promotional tool on social media.
- Keep Facebook updated.
- Create a Twitter to keep community updated and request can pick-ups.
Objective 2: Get 25 businesses to donate their cans by May 2015.
Strategy: Conduct a face-to-face campaign at local businesses.
Audience: Local businesses who use cans and bottles
Tactics:
- Present event plan to businesses.
- Explain how businesses and organizations can get involved (monetary sponsorship,
donating cans, providing drop-off place for cans, etc.).
- Give out posters or stickers for businesses who are participating to show they care.
Objective 3: Gain participation of 30 SUNY Plattsburgh groups by April 2015.
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Strategy: Coordinate a can and bottle collection competition in which the group that donates
the most cans will win a prize.
Audience: SUNY Plattsburgh clubs and organizations
Tactics:
- Create guidelines and sign-up sheets for groups.
- Promote through social media and quarter sheets.
- Contact potential sponsors willing to give out prizes for winning group.
- Give prizes out to group that donates the most cans.
Objective 4: Gain participation of 10 local schools by April 2015.
Strategy: Coordinate a can and bottle collection competition in which the grade that donates the
most cans/bottles in each school will win a prize.
Audience: Local elementary/high schools
Tactics:
- Reach out to schools through principals and superintendents to explain challenge and ask
for participation.
- Attend school board meetings and show video.
- Explain educational benefit for children and reputational benefit for school.
- Offer Common Core lesson plan based on the Million Can Redemption Plan.
- Contact potential sponsors willing to provide supplies for pizza/ice cream party to winning
group.
- Give prizes out to grades who donate the most cans.
Objective 5: Get $4,000 from sponsored local businesses and organizations by March 2015.
Strategy: Secure sponsorship from local businesses and organizations through a face-to-face
campaign.
Audiences: Local businesses and organizations
Tactics:
- Create sponsorship kit.
- Contact local businesses.
- Visit businesses and pass out sponsorship kits.
- Provide posters or stickers for businesses who are participating to show they care.
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Objective 6: Raise $1,000 through “guestimate” contest by May 2015.
Strategy: Organize a contest in which people buy tickets to guess how many cans we
will collect by the end of the drive. The closest guess will win a prize.
Audience: SUNY Plattsburgh students and faculty, community members
Tactics:
- Contact retailers who are willing to provide gift cards/products or 50/50 or cash prize for
closest guess.
- Sell guess entries for $1.
- Contact winner of contest at the end of the can drive.
Objective 7: Gain seven media hits, including one national, by May 2015.
Strategy: Run a traditional media campaign.
Audience: Journalists and editors of local, regional, and national publications.
Tactics:
- Write press releases.
- Send out 150 press releases. (WPTZ, Hall Communications Group, Press Republican,
environmental publications, etc.)
Strategy: Have a radio station be on location and have event at drop-off site during Earth Day.
Audience: Local radio stations
Tactics:
- Call radio stations to ask for participation.
- Find location to send station.
- Promote their involvement through social media.
- Include updates throughout the day.
- Partner with advertisers.
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Timeline
January
- Make Ted K Video for Presentations
-Continue research on developing Roadshow in regard to scheduling meetings
-Finalize partnership plans with Casella/Tomra and any other big sponsors
February
-Start Roadshow and begin getting the word out about the Million Can Plan
-Send out press releases about the Million Can Plan to major media Outlets
-Begin Social Media Campaign
March
-By the first week in March, finalize all sponsorships
-Continue reaching out to local business and organizations on Roadshow
April
-Begin Can Drive
-Reach out to Hall Communication to see if they will participate in the Million Can Plan on
Earth Day
-By the end of April, collect all cans for the can drive
May
-Evaluate
Conclusion
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This event will increase community awareness and participation, show that the Ted K.
Center is good for the community, and raise money without cutting into the center’s funding.
The scale of this campaign is so ambitious that it is sure to produce local, regional and hopefully
even national media attention. To ensure success of this event, we envision several levels of
community participation including engaging local businesses, the SUNY Plattsburgh
community, elementary and high schools, and the Plattsburgh community.
All proceeds will be going to the Ted K. Center, a youth center that provides a safe
learning environment for children who live in the Plattsburgh Housing Authority. This van will
broaden the children’s experiences and opportunities by transporting them to places they would
otherwise not have the chance to visit, and in turn, build character today for a brighter
community tomorrow.
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