SABVI OF LANCASTER ABBREVIATED CAMPAIGN PLAN
Of
Consumer Evaluation
Research Agency (CERA)
[Matt Wambold, Amelia Guydish, Karla Roberts,
Kelly Donahue, Monica Newman]
Millersville University of Pennsylvania
Public Relations Issues (COMM 415.01)
Dr. Jennifer F. Wood
Introduction:
The Susquehanna Association for the Blind and Vision Impaired, or SABVI, is a non-profit
organization operating in the Susquehanna Valley that assists people with visual impediments. SABVI
offers social networking, medical equipment and assistance, and programs designed to help their clients
maintain autonomy and independence with their handicap. The organization has been in operation since
1927, and has been certified through the International Organization for Standardization (ISO).
Situational Analysis
SABVI had expressed a wish to know how frequently their clients use their services. The organization also
wished to know how aware their current clients were of the full range of services offered. SABVI also
desired to know the perceived level of courtesy and professionalism of their service representatives. The
promptness of service, the courtesy of the representative, and whether or not all needs of the client were
met were point of particular interest. SABVI also desired to know if their clients were working with any
other organizations that worked with the vision impaired, and the likelihood of the clients contacting
SABVI should their vision needs change. Lastly, SABVI wished to know how likely clients would be to
refer their family members and friends to them should they also have visual handicaps.
To this end, CERA performed survey research on SABVI clients in the Lancaster area. The research
consisted of a short telephone survey utilizing a questionnaire as the data collection tool. After the research
had been completed, CERA identified several areas of interest in the data. While the original experimental
population had contained 1,200 people, the ending tabulation of participants showed that only 363 clients,
or 30% of the experimental population, participated in the survey. The reasoning behind this ranged from
disconnected phone lines to wrong numbers to clients being deceased. Additionally, it was found that the
majority of clients interviewed were 65 years old or older, denoting a major concentration in the
experimental population. Lastly, the majority of people interviewed remarked that they felt SABVI and its
representatives were both courteous and timely in their services.
Campaign Goals
1.
2.
3.
To build and maintain open communication channels between SABVI and its clients
To raise the level of participation in SABVI clients under the age of 65
To maintain and improve SABVI’s standard of service and courtesy
SABVI of Lancaster Campaign
CERA, 2 of <?>
Key Publics
Several Key publics were identified during the research stage pertinent to the overall goals of this
campaign. In terms of external publics, a broad group of the entire Lancaster clientele can be seen as a key
public, holding that communication with these individuals is needed to complete the first goal. This group
could be subdivided to yield another key public, this one being clients under the age of 65. As this
demographic is considered a minority in the overall population of SABVI clients, they are subject to a
reduced voice and are less likely to participate in the programs SABVI provides.
As for internal publics, the representatives and other teaching staff can be seen as a key public. The
reasoning behind this is that these educators are the ones who interact with clients, and have been rated by
the clients as providing excellent service. This level of proficiency must be maintained and improved upon
for the sake of the third objective. Additionally, the clerical staff of SABVI are a target internal public. The
reasoning for this is that, if constant communication with clients is to be kept, these individuals will be the
ones most directly involved in this.
Campaign Theme & Key Messages
This campaign will be entitled “There for You.” The primary focus behind this campaign will be to stress
the empathetic nature of the organization as well as focus on their desire to maintain an excellent rapport
with its clientele. The campaign will focus on improving interaction with clients and keeping data
concerning clients up to date. The campaign will also seek to improve participation and membership in
demographics under the age of 65. Finally, the campaign will seek to exemplify the service provided by its
representatives, as well as inform the public that SABVI will seek to improve the service it provides
through the input of the clients.
Ideally, the key messages will pertain to the creation and maintaining of strong SABVI/client relationships.
The theme of this campaign, “There for You”, exemplifies the relationship that SABVI will build and
maintain with its clients. With regards to the maintaining of strong communication with the whole client
population, SABVI will be “there for” its clients, keeping in touch and checking in to ensure that
everything is all right. Regarding the under 65 demographics, SABVI will take a more active role in
discovering what would interest them and providing programs that would encourage them to participate. In
this respect, SABVI will be “there for” these other groups, showing them that their voice is not lost.
Finally, with the maintaining and improvement of services provided, SABVI will be “there for” its clients,
ensuring that they will provide the services they need and work to constantly improve their already
excellent customer service.
This particular campaign will run for one year. This will ensure that the data collected is representative of
client participation throughout the entire calendar year. Additionally one year will provide enough time to
update contact data for SABVI, as well as create and implement school-based information presentations
during at least two parts of the academic year. Additionally, a year will provide enough feedback
concerning representative and educator performance to know if standards have been maintained, and even
improved. Finally, by allowing the campaign to run the full course of a year, programs for the under 65 age
demographics will be able to take advantage of the shifting seasons and holiday events.
SABVI of Lancaster Campaign
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Objectives, Message Strategies, Tactics, and Output Evaluation
_____________________________________________________________________________________________________________________ ___________________________________________________________________________________________________
GOAL: TO BUILD AND MAINTAIN OPEN COMMUNICATION CHANNELS BETWEEN SABVI AND ITS
CLIENTS
___________________________________________________________________________________________________________________________________________________________________________________________________ _____________________
Objective 1: Update client information and keep it current
Message strategy A: Communicate with clients and ensure contact information is valid
Tactic 1: Commit staff and resources to calling clients and verifying information
Output/Tactic Evaluation: Verifying that all contact data on clients is up to date
Tactic 2: After initial check, calling clients every month to ensure that contact data is still
up to date
Output/Tactic Evaluation: Verifying that data originally collected is still valid, or if data
has changed, that the client’s contact data has been changed accordingly.
Message strategy B: Ensure that clients lost from the system (e.g.: deceased, line disconnected, no
longer participating) are removed from the system promptly
Tactic 1: Remove contact information of clients who no longer actively participate
Output/Tactic Evaluation: Contact information reflects clients who actively participate in
SABVI programs
Tactic 2: If clients request to be removed from calling list/ programs, politely ask for
reasoning
Output/Tactic Evaluation: Data from clients that request removal from system, which can
be used to improve overall interaction with clients
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GOAL: TO RAISE THE LEVEL OF PARTICIPATION IN SABVI CLIENTS UNDER THE AGE OF 65
_____________________________________________________________________________________________________________________________ ___________________________________________________________________________________________
Objective 1: Increase membership of age groups under 65 years old
Message strategy A: Increase visibility of SABVI to desired age groups
Tactic 1: Information presentation in local school target towards preteen/teen age groups
Output/Tactic Evaluation: Survey presented at the end of presentation, as well as any
marked increase in membership in denoted areas
Tactic 2: Set up a kiosk/ informational booth in a local mall/high traffic area with chance
to fill out contact information forms
Output/Tactic Evaluation: Increased membership in client groups under 65, contact
information sheets
Objective 2: Increase number of provided programs that appeal to age groups under 65 years old
Message strategy A: Research what programs clients from desired demographics would enjoy
Tactic 1: Conduct telephone survey asking specified clients what programs they would
enjoy
Output/Tactic Evaluation: Questionnaire data acquired from survey
Tactic 2: Transmit possible program data over South Central Audio Network, encourage
response from clients
Output/Tactic Evaluation: Input gathered from clients
Message strategy B: Implement programs that clients from under 65 age group would enjoy
Tactic 1: Test run some programs (i.e.: trips to Franklin Institute, Philadelphia Zoo, ect.)
Output/Tactic Evaluation: Short intercept survey of participants
Tactic 2: Once test run have been made, implement highest ranking programs
Output/Tactic Evaluation: Survey of those participating, general data so to number of
participants
_____________________________________________________________________________________________________________________________ ___________________________________________________________________________________________
SABVI of Lancaster Campaign
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_____________________________________________________________________________________________________________________________ ___________________________________________________________________________________________
GOAL: TO MAINTAIN AND IMPROVE SABVI’S STANDARD OF SERVICE AND COURTESY
_____________________________________________________________________________________________________________________________ ___________________________________________________________________________________________
Objective 1: Establish the perceived level of courtesy and service
Message strategy A: Create a baseline of service and courtesy
Tactic 1: Have clients answer questions pertaining to levels of service and courtesy at the
end of all sessions through questionnaires/verbal responses
Output/Tactic Evaluation: Questionnaire data acquired from participating clients
Tactic 2: Request monthly reviews of data on representative performance from active
clients
Output/Tactic Evaluation: Review from clients; can possibly included in monthly checkup (see Goal 1, Objective 1)
Objective 2: Monitor levels of courtesy and service for positive and negative change
Message strategy A: Evaluate individual educator/representative performance
Tactic 1: Have every client specify representative providing service during evaluations
Output/Tactic Evaluation: Data from clients pertaining to each representative
Tactic 2: Reference data provided by clients against established baseline for
representative
Output/Tactic Evaluation: Variances in performance will be monitored to ensure quality
control
Message strategy B: Ensure baseline is kept or improved upon
Tactic 1: Require refreshers for representatives to ensure they are kept up to date on
services and the instruction therein
Output/Tactic Evaluation: Quality of service provided by representatives is measured
against baseline
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Campaign Timetable
In this year-long campaign, several tactics will be used with varying timetables. With regards to the tactics
used in Goal #1, the majority of those tactics will be used year round. This is to ensure that the data on
clients is kept as up to data as possible. Regarding Goal#2, the in-school educational presentations will be
limited to the constraints of the academic year. The tactics pertaining to public presentations and the
generation of possible programs will be run during the full year so as to receive feedback concerning
seasonal activities. For Goal #3, the tactics will be run year-long. With the need to establish and monitor a
baseline of customer satisfaction and representative courtesy, data must be collected throughout the full
year to ensure the most accurate data possible.
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Jan
Feb
March April
May
June
July
Aug,
Sept.
Tactics
Data Collection
Follow-Up Collection
Data Removal
Removal rationale
Information Presentation
Information Booths
Telephone Survey
SCAN Transmission
Program Tests
Program Implementation
Representative Reviews
Monthly Reviews
Representative Data
Baseline Check
Refreshers
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SABVI of Lancaster Campaign
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Campaign Budget
Table 1.1
Narrative Budget By Activities
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Program Costs
Administrative Costs
Total Costs
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Plan Activity
#1 Informational Presentation
$1,500 x 2
$0
$ 3,000
#2 Informational Booths
$2,500 x 4
$0
$ 10,000
#3 Service Refreshers
$1,000 x 12
$0
$ 12,000
#4 Under 65 Programs
$ 2,500x 11
$0
$ 27,500
____________
________________
_________
Program Costs
Administrative Costs
Total Cost
____________
________________
_________
$ 55,000
$0
$52,500
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Activity 1
Informational Presentation- Presentation given in local schools to raise awareness about
SABVI. Given twice a year
Activity 2
Informational Booths- Kiosks set up in local malls to give out information and allow for
sign up of new members. Done four times a year
Activity 3
Service Refreshers- Mandatory programs to ensure that representatives are up to data ton
programs they are teaching. Implemented 11 times a year
Activity 4
Under 65 Programs- Programs designed to increase interest in SABVI among clients
under age of 65. To be implemented year round.
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SABVI of Lancaster Campaign
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Evaluation Methods/Conclusions
In this section, discuss your output and outcome evaluation. Then you may begin by stating that “each
output evaluation is outlined with its corresponding tactic.” After that you may discuss your outcome
(which are equivalent to your goals) evaluation. You may simply write them as statements.
OUTPUTS EVALUATION:
Each output’s evaluation is outlined with its corresponding tactic within the plan. The outputs for Goal #1
are measured entirely through the use of surveys and the compiling of data concerning clients. For Goal #2,
the data is more geared towards an increase in participation. The outputs for the programs geared towards
clients under 65 utilize a simple questionnaire to collect data concerning the effectiveness of the program.
For Output #3, the use of survey data and questionnaires is vital to collecting data concerning the
performance of SABVI representatives. Feedback from the clients who were served by those
representatives is key to maintaining that level of professionalism and knowing where to improve.
OUTCOMES EVALUATION:
Recommendation 1: To evaluate the opening and maintenance of SABVI/client relations, it is
recommended that data be procured from the clients concerning their current contact information. The
information provided by this method will indicate any changes in residence, phone number, or state of
wellbeing (deceased, disconnected, ect.).
Recommendation 2: To evaluate the increasing of SABVI visibility among clients under 65 years old, it is
recommended that SABVI engage in information distribution and research concerning appealing programs.
By collecting data on desired programs, we will find out what clients from these particular age ranges
desire in terms of a program. By implementing this data and recording the responses to the programs, it will
provide information that tells us specifically what clients under the age of 65 want to see offered through
SABVI.
Recommendation3: To evaluate the maintenance of professionalism and courtesy among SABVI
representatives, it is recommended that we (a) create a baseline level of perceived professionalism and (b)
work towards maintaining and improving the level of professionalism and courtesy. These methods will
provide us with information to determine if the representatives are performing their duties in a professional
and courteous manner.
SAMPLES: See Attached Appendices