Communications Plan
Source: Literacy Volunteers of America – Roanoke Valley
Literacy Volunteers of America Roanoke Valley
Communications Plan
for fiscal year 2002-2003
September 2002
Situation – Literacy Volunteers of America - Roanoke Valley (LVA-RV) helps adults in need learn life
skills to succeed. The organization needs volunteer tutors, learners and funding.
Volunteers – LVA-RV needs to approximately double the number of active volunteer tutors from
approximately 100 to 200. This will address the current backlog of more than 80 learners waiting to be
matched with tutors along with the new learners who are expected to request our services.
Learners –
Basic Literacy - It is estimated that 25 percent of the adults in the city of Roanoke are functionally
illiterate. Currently LVA-RV has approximately 45 basic literacy learners. LVA-RV needs to reach
people in need and inform them of the free services offered by LVA-RV.
English for Speakers of Other Languages (ESOL) – There are about 70 active ESOL learners in the
LVA-RV program with approximately 60 ESOL learners waiting. The number of ESOL learners is
rising dramatically. For example in 2001/2002, LVA served 129 percent more ESOL learners than in the
previous year. The number of ESOL learners is almost double the number of Basic Literacy learners
while just five years ago these numbers were reversed.
Funding – We need to identify new sources of funding because approximately $23,000 in state funding,
which comprises approximately 13 percent of the LVA-RV budget, could be at risk in 2003. State
funding for adult education could be lumped into a general education funding pool making it likely that
program funding could be cut as early as the 2003/04 budget. In addition, the final installment of the
$25,000 annual contribution from Landmark Communications Foundation expires in December 2002.
Public Relations Committee – [list committee chair and members here]
Plan objectives –
1. Create a clear identity for LVA-RV by using key messages in all communications.
2. Communicate the services of LVA-RV.
3. Develop a strategy to help LVA-RV achieve its mission and goals.
Key messages –
1. Literacy Volunteers helps adults in need learn life skills to succeed.
2. Literacy Volunteers needs volunteer tutors, learners and funding.
3. Since 1985, Literacy Volunteers has helped more than 2,000 Roanoke Valley residents learn
basic life skills.
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Literacy Volunteers of America – Roanoke Valley (Long-Term) Goals –
For more information see Literacy Volunteers of America – Roanoke Valley Vision Statement and LongTerm Goals, June 12, 2002.
1. To build and maintain corporate relationships which will support our vision.
These relationships will provide the following resources:
tutors, funding, board members, learners
We will cultivate an average of 1 major corporate relationship each year.
2. To strengthen our network of volunteer tutors.
We will solicit tutors from various arenas, such as churches, retirement centers, and service
organizations. We will complement tutor recruitment with a comprehensive tutor retention plan.
We will add 80 new volunteer tutors each year.
70% of new tutors will remain in the program 6 months after their first match.
3. To increase the number of board members to 20.
In expanding board membership, we will strive to maintain a diverse group of individuals,
including an adult learner.
4. To provide adequate resources to maintain a professional staff that will fulfill our longterm goals and vision.
5. To develop and support an annual strategic planning process.
6. To maintain a budget that fully supports the programs that are necessary to meet the
demand for services.
Key Audiences – LVA-RV communications focus on reaching the general public in the Roanoke
Valley, volunteer tutors, volunteers who are not tutors, learners, media, library patrons and staff,
corporate leaders, civic leaders, civic groups, church leaders, United Way, elected officials, foundations,
and state agencies which provide funding, as well as local agencies which often give learner referrals.
Demographics of selected key audiences – * based on statistics from 2001-02 program year
Volunteer tutors - The majority of tutors are college educated, Caucasian, female and over 45 years old.
The majority of tutors are working full-time, although retirees make a significant contribution. They are
referred to LVA-RV by a friend or family, newspaper ads or television. Other volunteers often refer
tutors to LVA-RV.
Learners –
Basic Literacy Learners – The majority of basic literacy learners are Caucasian, male, from 25–59 years
old, do not have a high school diploma and work full-time. Friends, family and agencies referred most
basic literacy learners to LVA-RV.
ESOL Learners – The majority of ESOL learners are Asian or Hispanic, female, 25-44 years old, and
work full-time. Nearly half have some college education. Friends, family and other learners referred
most ESOL learners to LVA-RV.
Note: TV, libraries, and newspapers are the 3rd, 4th, and 5th, respectively, most frequently cited sources
of referral overall (volunteers and learners)
Contributors –
Funding sources include state (Virginia Department of Education - Office of Adult Education and
Literacy) and local government sources, foundation sources, individuals, corporations, civic and church
groups and United Way designations.
Key elected officials –
LVA-RV works closely with the following local elected officials: Sen. John Edwards and Del. Vic
Thomas. In addition LVA-RV joins with others across the state to bring the concerns of literacy
programs to the attention of the members of the Senate Education and Health Committee and the House
Education Committee:
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Senate Education and Health Committee: Senator Warren Barry (37), chair, and Senators John
Chichester (28), Richard Saslaw (35), Benjamin Lambert (9), Edward Houck (17), Louise Lucas (18),
Russell Potts (27), Janet Howell (32), Frederick Quayle (13), Stephen Martin (11), Stephen Newman
(23), John Edwards (21), William Bolling (4), Frank Ruff (15), and Mary Margaret Whipple (31).
House Education Committee: James Dillard (41) chair, and Delegates Robert Tata (85), James O’Brien
(40), Phillip Hamilton (93), Steven Landes (25), John S. Reid (72), Thomas M. Bolvin (43), Richard H.
Black (32), Melanie L. Rapp (96), Robert B. Bell (58), William R. Janis (56), Scott Lingamfelter (31),
Thomas Davis Rust (86), Gary A. Reese (67), Charles W. Carrico (5), Paul Councill (75), Mitchell Van
Yahres (57), Mary T. Christian (92), Robert D. Hull (38), Karen Darner (49), Flora Davis Crittenden
(95), and Benny Keister (6).
State and Local agencies – LVA-RV receives referrals from state and local agencies including Roanoke
City Adult Basic Education, city and county libraries, Rescue Mission, Total Action Against Poverty
(TAP), Refugee and Immigration Services, Virginia Employment Commission, 5th District Employment
and Training Consortium, Department of Social Services, Department of Rehabilitation Services,
Virginia Western Community College, Blue Ridge Independent Living Center, Blue Ridge Community
Services, CHIP, Even Start, Court Community Corrections, Goodwill Industries, DePaul Family
Services, Presbyterian Community Center, Shenandoah Recovery Center, Roanoke Housing Authority,
Higera House, Green Thumb, Family Services, Mt. Regis Center, and the Roanoke City Health
Department.
Strategies –
In order to establish LVA-RV as a provider of critical service that benefits the Roanoke Valley, the
LVA-RV board, staff, tutors and learners must deliver a consistent message to all of the key audiences
identified above. The public relations committee will define tools (media outlets, community groups,
etc.) that target people who are likely to volunteer, become a learner or make a contribution.
LVA-RV should focus its communications efforts on activities that will result in recruiting ESOL
volunteer tutors, basic-literacy learners and funding. It is not necessary to focus LVA-RV recruitment
communications on ESOL learners because they appear to find LVA-RV through family or friends.
All LVA-RV communications should include the three key messages:
1. Literacy Volunteers helps adults in need learn life skills to succeed.
2. Literacy Volunteers needs volunteer tutors, learners and funding.
3. Since 1985, Literacy Volunteers has helped more than 2,000 Roanoke Valley residents learn
basic life skills.
Tools –
Advertising, press releases, community presentations, letters, community trade shows, literacy events
(Annual LVA-RV Book Sale, Incredible Reading Rally, International Literacy Day, ESOL Pot Luck,
LVA-RV cookout), Wordsworth newsletter (volunteers and donors), e-mail lists for civic/service
groups, posters, billboards, and web pages.
Communications Plan Timeline –
September
Plan approved by committee
October 9
Plan presented to LVA Board and
approved
November
Evaluate communications tools for
consistency, create new tools where
necessary
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November
PR committee identify tools to deliver
messages to selected audiences
January
Kick off identity campaign for LVA
JanuaryApril
Assess learner, tutor and funding trends
for impact
July
Assess year-end results for plan impact
2003 LVA Identity Campaign – Activities
Audience
Communication Responsible Target
Party
Date
General public
TV
advertisements
PR chair,
E.D.
JanuaryApril
Civic Groups
Presentations to
– groups
identified by
committee -
PR chair,
E.D.
Year-round
Tutors/Learners/ Wordsworth
Donors
Newsletter
E.D.
Published
end of Feb.,
April, June,
Aug., Oct.,
and Dec.
Invite officials
to ESOL
Potluck/ cook
book event
Invitation to
elected officials
E.D.
Prior to
February 23
ESOL
Potluck/cook
book
News
Release/Media
calls
PR chair
Prior to
February 23
ESOL Potluck
Event
ESOL
Coordinator
February 23
Incredible
Reading Rally
publicity
News
Release/media
calls
PR chair,
E.D.
Prior to
dates of
IRR in
March/April
Incredible
Reading Rally
Event
PR chair,
E.D.
March/April
Local Colors
Recruitment
ESOL
May 18
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Completed
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booth
coordinator
Book Sale
Pre-event
publicity
PR chair,
E.D.
Prior to
May 31
Book Sale
Event
Book Sale
Co-chairs
May 31June1
International
Literacy Day
Pre-event
publicity
PR chair,
E.D.
Prior to
Sept. 8
International
Literacy Day
David LaMotte
Concert
E.D.
September
8
12-04.Communications Plan PP
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