Final Report
April 30, 2014
Executive Summary
b▪l▪u▪e▪s▪t▪o▪n▪e , The Student Public Relations Firm at UWG, has been honored to
have the Center for Civil and Human Rights as our inaugural client during the Spring 2014
semester. We have worked with LaTasha Smith, Director of Communications, and other staff
members on multiple projects including a communications audit of existing media and public
communication, grand opening recommendations, Tribute Journal strategy and template
development, and a college and high school campaign plan tied to the Center's Tile Campaign.
While projects continued to evolve and change over the semester, we discovered that
there were themes and opportunities that remained constant:
1. As a new, national social justice museum creating a strong first impression is
extremely important. The Center's focus on rebranding prior to the opening is perfect timing.
2. Social media is going to play a critical role in both public and media communication.
While the Center's current social media is in its initial stages, it needs to quickly evolve to meet
the levels of social media usage by target audiences, particularly the younger audiences who
are fully engaged with these media forms.
3. More traditional forms of media will need to be reinforced and circulated via social
media and online resources such as the Center’s website and online newsroom.
4. Engagement with opinion leaders who are champions of various social justice efforts
is both a desirable and necessary effort going forward. In order to engage with industry,
political and entertainment leaders, further research and development of an engagement plan
is required.
We believe that a focus on these key themes and opportunities during the first critical
months of the Center's existence will help create successful communication between the
Center and its publics resulting in a thriving museum for the city of Atlanta and beyond.
Social Justice Issues
Gender
Equality
Education
Health
Care
Poverty
Hunger
Child
Welfare
Human
Trafficking
Immigration
Marriage
Equality
Dr. T Randhal Morris, APR and Bluestone team
Spring 2014
Harriett Andrews
Kia Leach
Quita Bussie
Kiayah Muse
Thomas Champagne
Tori Nance
Briana Crawford
Tammy Parrett
Sydney Deen
Yanna Releford
Cyra Higgins
Jamie Schlageter
Stephanie Kecskes
Katherine Baskin
Megan Morris
Melissa Martin
Table of Contents
Communications Audit................................................................................................................................. 4
Press Kit Research ..................................................................................................................................... 5
Press Kit Summary ................................................................................................................................ 6
Online Newsroom Research...................................................................................................................... 9
Online Newsroom Summary ............................................................................................................... 10
Website Research ................................................................................................................................... 13
Website Summary............................................................................................................................... 14
Social Media Research ............................................................................................................................ 17
Social Media Summary ....................................................................................................................... 18
Social Media Samples ......................................................................................................................... 22
Tile Campaign ............................................................................................................................................. 23
Executive Summary ................................................................................................................................. 24
Research Summary ................................................................................................................................. 25
Tactic Overview ....................................................................................................................................... 27
High School Tactic Implementation ........................................................................................................ 28
Implementation Materials .................................................................................................................. 29
University Benefit Walk Overview .......................................................................................................... 32
Implementation Materials .................................................................................................................. 33
Community Overview ............................................................................................................................. 37
Logistics ................................................................................................................................................... 38
Certificate ................................................................................................................................................ 40
Contact List.............................................................................................................................................. 41
Tribute Journal ........................................................................................................................................... 43
Tribute Journal Summary ........................................................................................................................ 44
Templates................................................................................................................................................ 46
Communications Audit
4
Social Media Research
17
Social Media Summary
We found all social media links on the museum’s website, which was great. However,
not all links are functional. Using the SWOT (Strength, Weakness, Opportunities and Threat)
analysis formula, we categorized our research. The Center for Civil and Human Rights has done
a great job at having multiple social media outlets. Facebook and Twitter are well utilized and
post are made multiple times a week about what NCCHR is doing.
NCCHR has multiple areas that could be enhanced within each of the social media
outlets. First, the same username should be used for each one to make it easy for audiences to
find, remember and use. The link on the home site for Youtube does not work properly. Flickr is
not as popular as it was years ago for photos and should be replaced with Instagram. The use of
Pinterest is not strong, it lacks followers and pins. Posts should be increased or the account
deleted.
After the museum’s opening, the client should use social media sites for promotions and
updates. Using YouTube, NCCHR can upload videos of opening day and customers enjoying the
different exhibits. Facebook can be used for updates and to create special event pages. Twitter
can also be used for updates and quick promotions. Hash tag photos of opening day, events,
promotions and staff would give Center staff ample content for multiple posts and updates
each day.
Social media offers many opportunities to engage with opinion leaders. By following
social media posts of influentials and responding to them, the Center can start conversations
with people with whom they do not currently have relationships. Examples include Tennessee
Coach Pat Summit who advocates for women's equal rights and Alzheimer's awareness and
actress Ellen Page, an advocate for marriage equality, women's rights, and an end to the
military dictatorship in Burma.
18
SWOT Analysis
•Each account is set up
with a different
username. This can
become confusing for
followers.
•NCCHR has multiple
social media portals and
regularly posts museum
updates on their
Facebook and Twitter
pages.
•NCCHR has the
opportunity to create a
consistent digital
footprint. They can
create an online
following of the
millenial generation.
S
W
O
T
•Without a strong
social media presence,
NCCHR can potentially
fail to get their
message to millenial
generation.
19
8 Step Planning Process
Situation: NCCHR social media lacks strong audience following. NCCHR’s social media
networks are not being used to their full potential.
Objectives: To increase NCCHR’s followers and increase social network use. To develop
social media sophistication.
Audience: Young adults, Families and Professionals
Strategies: Update social sites with planning information, opening day countdown and
promotions. Use “3 Levels of Social Media” as a guide to developing a dynamic program.
Tactics: Use related hashtags and relative content on Instagram, Facebook, Twitter and
Youtube.
Calendar/Timeline: All sites should be updated daily. YouTube is different due to the
type of content and should be updated twice a month.
Budget Evaluation: No budget is necessary for the use of social media, however, a
budget should be established for outside vendors to monitor usage and content and for
staff to update sites and respond to posts and comments.
3 Levels of Social Media (inspired by Arby’s model)
Level 1: ESTABLISHING YOUR PRESENCE
1. Building your community
2. Consistent presences
3. Editorial content
Level 2: CONTENT/PROGRAMS
1. Differentiating / making company unique
2. Consumer or audience centric
3. Issue oriented
Level 3: CONTINUAL MONITORING and RESPONSE
1. Watching the conversations
a. Company mentions (@’s)
b. Company opportunities (ex., Pharrell’s Hat looking like Arby’s hat)
2. Real time marketing (monitoring and responding and real time)
3. Relevant content
20
Recommendations
Facebook
 Current events generate more buzz and conversations
o i.e. Ellen Page coming out about her sexual orientation, Pharrell announcing on
The Ellen Degeneres Show that he is pro-marriage equality and equal rights for
women.
Twitter
 Up-to-the-minute posts, quick facts or updates relating to the center or its mission and
vision.
o i.e. Black History Month/ Latin History Month “#didja” quotes,
o “ Did you know that today marks the 20th anniversary of the assassination of…
#didja”
o “Did you know that 30 years ago Latin Americans could not…..#didja”
o “Did you know that the center’s grand opening is only a month away?
#WhosEXCITED”
 Short, sweet and to the point with only 140 characters.
InstaGram
 Quotes or facts relating to social justice issues. Include eye-catching graphics and
attention grabbing conversation starter quotes. Relevant pictures of influential
members or key players involved either with the center or related to the current topic at
hand.
Pinterest
 Similar to the presence on Instagram. Include links to the centers website as well as
other associated websites
YouTube
 Include videos and/or news footage from previous civil rights or social justice events
o i.e. Four little girls killed in Birmingham church bombing; include links to videos
on other social media sites.
21
Tile Campaign
23
Executive Summary
The goal of the Tile Campaign is to increase awareness of the opportunity as well as
donations. As of early 2014, 500 tiles were sold with a goal of 2000 tiles prior to the opening of
the museum.
Other expressed needs included “creative marketing efforts to reach millennials, raffles
and contest”. After researching the issue, developing programs for Atlanta Public High Schools
and large universities/colleges in Atlanta appeared to be a significant opportunity.
To aim the campaign towards high school students, NCCHR should use social media. By
using a photo contest involving hashtags and content, high school students could directly
contribute to the campaign. Students and staff members can contribute to the campaign. The
contribution would be used to purchase a tile in the school’s name.
To aim the campaign towards the college/university community, NCCHR should
implement a community involvement event. A prototype campaign for the college market has
been developed and is included in this report. College/university communities have multiple
student organizations. Campuses often host benefit targeted events and the walk would inspire
donors to support the museum. By getting organizations and the community involved, funds
will be raised to purchase a large tile in the school’s name.
If the center would like to get purchases made by Evan, Rachel and Claudia, they would
need to use direct marketing tactics. NCCHR would need to contact different groups in the city
to inform them on NCCHR and the Tile Campaign. Using tile sized flyers at stores and banks will
also get the attention of target group.
24
Research
Initial Communication Overview:
The Bluestone PR Management team had an initial meeting with Latasha Smith in
January 2014. Smith expressed significant concern for The Tile Campaign. The campaign
should be done with a sense of urgency. Smith would like reach millennial with creative
marketing efforts and involve raffles and contest.
On February 17, 2014, Natalia Barreto contacted the firm with an update on the
campaign. Barreto informed the firm that 500 tiles had been purchased. Barreto also
told Bluestone that NCCHR would like to have 2000 tiles purchased by March 31, 2014.
This being said, Bluestone would need to develop a campaign plan that will market to
millennials including raffles and contest to sell 1500 tiles by March 31, 2014.
Archival Research:
The Center would like to increase purchased tiles from millennials. The museum would
also like to incorporate raffles and contest to help with the campaign’s promotion.
Mass Media Sources:
Searching for media on the client’s campaign was fairly easy. Multiple local blogs shared
positive feedback about the campaign.
Historical Research and Case Studies:
In our research, we found one particular case that can relate to the Tile Campaign.
Kimberly-Clark launched U by Kotex, to change the minds of women’s health of
millennials. U by Kotex’s, The Declaration of Real Talk campaign, increased the
company’s share from 8% to 20%, which was a first in over a decade. The company did
so with unique product design, partnerships, web driven marketing, targeted print, TV
and online advertising, direct-to- consumer online communications, extensive consumer
sampling and retail in-store support.
23
We also found that WONKA invited 13-18 year olds, to participate in an art contest. The
art contest was aimed towards the Latino community. The organization reached the
group by mun 2, a Latin youth cable network. The contest was judged by celebrities and
offered prizes.
Other Research:
We researched the feedback on millennials or Generation Y. We found that those born
in the late 1980s- early 2000s are in the millennial group. In our research we found a lot
of negative feedback. Most of our findings called millennials "more civically and
politically disengaged, more focused on materialistic values, and less concerned about
helping the larger community than were GenX (born 1962-1981) and Baby Boomers
(born 1946 to about 1961) at the same ages,". Although, this information was proven
through studies, it was actually found that millenials are more open to gay rights and
equal rights for minorities. Along with this millennials are self-expressive and tend to fall
into the liberal spectrum.
In millennial social media participation research, we found that the majority would
rather text, use Facebook than read a newspaper. They gather all information from the
internet and are oblivious to traditional marketing.
Target Public:
Primary target publics are millennials from the community. Secondary target publics
would be the donors from researched categories; Evan, Rachel and Claudia.
26
Tactics Overview
Our focus on this project is the implementation of a contest/raffle that invites millennials to
purchase tiles. We will also create an online marketing campaign. To reach their goal of 2000
tiles, the museum will need to sell 1500 tiles within the next six weeks. The team came up with
many ideas that should be implemented as soon as possible. We took NCCHR’s need of
marketing to millennials and contest/raffles with case study research to develop a few ideas.
NCCHR should contact head staff of targeted audience through direct email and phone. The
events held will raise money for targets tile purchase along with museum awareness. Rewards
for participation will serve as an incentive. Based on research, millennials are open to gay and
rights and equal rights for minorities. Using this information, we used this as a structure for
events held by schools.
The events will add traffic to NCCHR’s online profiles and website. The online traffic will come
from direct participants. The online marketing campaign will spread knowledge of NCCHR in
general. This tactic helps connect with the millennials that are not in school, but are still
connected with social media.
27
High School Tactics: Atlanta Public School System
Implementation
NCCHR will develop an online photo contest. After contacting high schools, NCCHR
will launch #ISupport. The student and/or staff member will pay $2 to participate and will be
given a special code generated using an online source. The money raised from each school will
go directly to a dedicated tile. 5 winners will be chosen, 1st place wins discount ticket to National
Center for Human Rights, Braves game ticket and a T-shirt. The runner ups will win a T-shirt.
(Rules in Appendix)
Objective:
To increase awareness and raise money for NCCHR and the Tiles Campaign by using social
media tactics.
High School:
NCCHR will go into APS High Schools
 The New Schools at Carver
 Benjamin E. Mays High School
 Maynard Jackson High School
 Therrell High School
 Washington High School
 South Atlanta High School
 Grady High School
 North Atlanta High School
28
High Schools Tactics: Atlanta Public School System:
Implementation Materials
Rules
1. Contest participant must attend or be employed by a selected high school in the state of
Georgia.
2. Must be a donor.
3. To be a candidate for the 1st place prize, you must use #ISupport followed by a caption
about your image and how you support civil and human rights.
4. Photo limit 1 with hashtag, not including photos in a collage.
5. Uploaded content shall not include; nudity, offensive language or images.
6. Uploaded content must include #ISupport, @RightsCTR, #TileCampaign and your given
code.
7. Content must be uploaded to the wall on the #ISupport Contest event page and Instagram.
Release Form
I hereby give permission to The Center for Civil and Human Rights to use my uploaded content.
I understand that the photos and content will be used for public view.
I agree to participate in this contest without financial remuneration, and I understand that this
releases Center for Civil and Human Rights from any future claims, as well as from any liability,
arising from the use of the said photos and content.
Name of Student: ________________________________________
Instagram Name:
Facebook Name:
Address: _________________________________________________________________
City, State, ZIP: ____________________________________________________________
Signature of parent or guardian (if under 18): _____________________________________
Date: _________________
29
Sample codes have been generated.
ouJr3wKq
KcdpwK1l
eVjdaKhM
C6zKUKi1
sXEDp9jW
pwLeKj5I
NLyk0Lem
KkVBiiRN
74EHJxUk
S7BSH15k
oQxLWFfN
K1hUuViS
OvYLnMz2
Random codes can be generated using http://www.randomcodegenerator.com/ . You can get 250
codes for free. NCCHR could also purchase an account, which gives an unlimited amount of
codes.
30
Photo Contest Facebook Event Page
31
Benefit Walk-College/University
Overview
At participating universities and colleges, student organizations will host a walk dedicated to
NCCHR’s monthly theme. The student organizations will raise money that will go towards a tile
in the name of the school. They will raise money for the tiles with the money’s raised for a
walker registration fee of $20 or a group of 3 or more $15 per person. After signing up and
paying the participant will receive a raffle ticket and if the ticket is chosen the winner will
receive a T-shirt.
Objective:
To increase collegiate community awareness by
College/University Student Organizations:
NCCHR will campaign towards large universities/colleges in Atlanta:
Georgia State University
Georgia Institute of Technology
*Morehouse College
*Spelman University
Agnes Scott College
32
Implementation Materials
Name of event:
Target audience:
Purpose:
Outcome:
Description:
Publicity:
Planning Time:
A.B.C. Benefit Walk (Tentative Title)
University students
To raise money for the Tile Campaign and spread
knowledge of the Center for Civil and Human Rights.
Student organizations will purchase a tile and participate in
the walk.
The “A. B. C. Walk”, Anything But Clothes, will serve as the
theme of the walk. Before the walk event the organizations
would have purchased a tile in their organization name. The
walk will begin at the Coliseum. At the starting location,
Latasha and Natalia will speak. The end of the walk will be
the athletic complex, where gifts will be handed out and a
photo booth.

Sent out an email to key organizations asking if they
want to get involved.

Tabling info table

Instagram #’s NCCHR to post photos of costume ideas,
event reminders and participants can post pics of their
ideas and progress

Posted flyers on bulletin boards 3-1 week(s) in
advance.
Five weeks
33
Proposed Event Date: April 12, 2014 11:00 AM-1PM Check starts at 10:00 AM
Week One 3/9-3/15
o Contact Auxiliary Services/Coliseum and discuss the event set location
o Email organizations
o Work on poster design
o Conference call
 Set event date
Week Two 3/16-3/22
o Discuss gift bag ideas
o Talk to photo booth company
o Develop press release
o Talk with Wolf Radio
Week Three 3/23-3/29
o Send press release to The West Georgian
o Follow up with photo booth company
o Table
o Send costume ideas to organizations
Week Four 3/30-4/5
o Put up posters
o Get gift bag items
Week Five 4/6-4/11
o Make gift bags
o Gather refreshments
o Follow up with vendors
o Email reminders of the event date and schedule
April 12- Event Day
o Early morning set up
o Set up a table near the door with sign in sheet, waiver forms, pens, raffle tickets, water
o Set up end of walk station
o Have table with gift bags
o Have table with refreshments
34
T-Shirt Design
Walk For
Equality Rights
35
University Name:
Participant Information:
First Name:
Street Address:
City:
Phone:
Last Name:
Email:
State:
M.I.
Zip:
If registering as a group, please list group members or team name below
T-shirt size:
Emergency Contact Information
Name:
Phone:
Preferred Hospital:
Waiver:
I, for myself or as parent or guardian, hereby assume all the risks and hazards incidental to the
conduct of the activities. I understand that no insurance coverage is provided by the walk
coordinators and sponsors. I assume all risks associated with walking including but not limited to,
falls, contact with other participants, the effects of the weather, including high heat and/or
humidity, the conditions of the road and track on the course, all such risks being known and
appreciated by me. I further give permission for proper emergency care to be rendered to myself or
child, The walk will take place rain or shine. In the event of extreme weather conditions or some
other unforeseen act that may prohibit the walk, all fees are nonrefundable. Having read this
release and knowing these facts and in consideration of your accepting my entry, I, for myself and
anyone entitled to act in my behalf waive and release my university/college, The Center for Civil
and Human Rights and all other sponsors of the race, or any other persons assisting with the race,
from all claims and liabilities of any kind arising out of my participation in the race even though the
liability may arise out of negligence or carelessness on the part of the persons referred to in this
waiver. I also give permission for the free use of my name and/or pictures in broadcasts, telecasts,
newspaper, posters, advertising, social media, etc. for any future event given by one of the
organizations and entities associated with the event. I understand that the entry fees are
nonrefundable.
Name:
Signature:
Date:
36
Community Overview
We also had more suggestions on marketing the campaign. In order to reach your target
audience; Evan, Rachel, and Claudia, the museum could place tile sized flyers at partnering
stores.
For example: At the check-out lines at Home Depot and bank tellers at SunTrust, Bank of
America and Wells Fargo, there could be flyers in the tile shape with the mock design with
purchasing info.
The museum can also try package deals. World of Coca-Cola and The Georgia Aquarium have
package deals where if you go to one location you get a discount ticket at the other. Center for
Civil and Human Rights could do this and have an option for donations on the tickets.
NCCHR could also try contacting various groups in Atlanta using telephone, direct email or mail
to inform them on the Tile Campaign and civil and human rights. By doing this, NCCHR would
increase group tile purchases.
Objective:
To increase awareness by distributing NCCHR marketing materials.
37
Logistics
Staffing
CCHR marketing staff and other staff members who are applicable will implement the
campaign plan.
Projected Expenses
Item
NCCHR Ticket
T-shirt
Raffle Tickets
Human Rights Info
Generated Codes
Registration Forms
Description
Discounted ticket for
prize
T-shirts will be given out
to contest and raffle
winners
-
Quote/Estimate 1
Ticket price unknown
%20 off
Custom Ink $315 for
11 shirts
Info comes from inhouse. Material should
already be printed
The code pricing is free
for 250 but the amount
needed depends on the
information given by
schools
The forms that walk
participants will sign at
various schools
Free
Dollar Tree 1 pack of
250ct $1 plus tax
Limit amount to
purchase per
transaction 24
100 for unlimited
codes
Free
38
Chart 2: Gantt Chart
Task
Create
Packets
Setup social
network
accounts
Description
Assigned Feb.27 March3 March7 March14 March28 April
4
packets include needed
NNCHR
information, rules/guideline, Staff 1
registration forms, raffle
tickets, etc.
CCHR should have an
NCCHR
Instagram and Facebook
Staff 2
group page for online
contest
Email/ call school zone
NCHR
superintendents and college Staff 3
head of student activities.
Contact
targeted
school
administration
Send packets NCCHR will send material
to schools
packets to high
schools/universities/colleges
Develop TT-shirt design should be
shirt Design
developed that relates to
Tile Campaign
Secure tickets NCCHR will have the ticket
prizes in office.
Order Shirts
Shirts to be ordered from
vendor
Pick winners After receiving packets
from school all staff will
choose raffle & contest
winners
Prizes
Tickets and T-shirts will be
/Certificates
sent to winners with thank
Distributed
you letters
Events taken
place, Tiles
purchased,
Prizes
distributed
NCHR
Staff 1
NCHR
Staff 3
NCHR
Staff 2
NCCHR
Staff3
ALL
STAFF
NCCHR
Staff1
ALL
STAFF
39
Certificate
40
Contact List
Atlanta Public School Principals and Leaders
Benjamin E. Mays
Dr. Tyronne Smith-Principal
3450 Benjamin E. Mays Dr., SW 30331
(404) 802-5100
Therrell High School
Ms. Shelly Powell- Principal
(404)802-5355
Washington High School
Dr. Charcia Nichols- Principal
(404)802-4604
The New Schools at Carver
Ms. Marcene Thornton -Principal Early College (404)802-4405
Dr. Marvin Pryor –Principal
School of the Arts (404)802-4415
Ms. Yvette Williams-Principal School of Health Sciences & Research (404)802-4420
Mr. Jason Stamper -Principal School of Technology (404) 802-4410
South Atlanta High School
Mr. Jarod Scott- Principal School of Computer Animation & Design (404) 802-5034
Dr. Patricia Ford -Principal School of Health & Medical Sciences (404) 802-5025
Ms. Charlotte Davis -Principal School of Law & Social Justice (404) 802-5045
Grady High School
Dr. Vincent Murray
(404) 802-3001
Maynard Jackson High School
Ms. Stephanie Johnson
(404) 802-5200
Douglas High School
Dr. Eldrick Horton
(404) 802-3100
North Atlanta High School
Dr. Howard (Gene) Taylor
(404)802-4700
41
Colleges and Universities
Georgia State University
(404) 413-1580
Georgia Institute of Technology
Kelly Cross - Student Organizations & Leadership Coordinator
Kelly.cross@vpss.gatech.edu
Morehouse College
Kevin R. Booker - Associate Dean of Student Life
Archer Hall 114
(404) 653-7893 kbooker@morehouse.edu
Spelmam College
Kimberly M. Ferguson- Dean of Students
(404) 270-5133 kfergu15@spelman.edu
Agnes Scott College
(404)471-5879
University of West Georgia
Chris A. Geiger-Director
(678) 839-6526 cgeiger@westga.edu
Contact information targeting “Evan, Rachel and Claudia”.
Non-Profit Organizations
Georgia center for non-profits
Tom Zimmerman
(678)916-3090
Tzimmerman@gch.org
Atlanta Groups and Events
Atlanta Gender Explorations
President Ember
ember@ember-style.com
42