CAMPAIGN ASSIGNMENTTHE RANDOLPH FAMILY CRISIS CENTER CREATIVE CAMPAIGNPRESENTED AND PREPARED BY:IFFAT MAQSOODDATED: DECEMBER 16TH, 2015

THE RANDOLPH FAMILY CRISIS CENTER

• The RFCC is the only organization who is serving all the population on Randolph County.

• Randolph County Family Crisis Center provides a safe haven for families that have experienced domestic violence.

• RFCC ultimate goal is to transition these families into safe homes of their own.

• The Executive Director = Dare Spicer• Cecilia Gonzalez / Bilingual Case Manager• Sara Elizebeth West / Social Worker• Karen Garner / Office Manager

• Services: Emergency Shelter , Assistance with Protective Order & Court Advocacy, Rape Crisis Advocacy, Domestic Violence/Sexual Assault Support Groups, Children's Programs, BMAD Program (Mentoring), Parenting Classes, Family Advocacy/Case Management, Crisis/Therapeutic Counseling, Batterer's Intervention Program, Community Outreach, 24-Hours Crisis Line

THE RANDOLPH FAMILY CRISIS CENTER

• History:

• The Randolph County Family Crisis Center, Inc. (RFCC) began in 1978 as Randolph County Women's Aide, Inc. in response to a county-wide survey given to assess the incidence of domestic violence. 

• A few years later, in 1986, the Board of Directors concluded that the need to service the entire family unit, not just the woman, was imperative and in response the name was changed to Randolph County Family Crisis Center, Inc.

• Vision: Every person free from abuse.

• Mission: Our mission is to serve people in crisis from domestic and family violence, sexual assault and rape while working to eliminate these issues in our community.

SITUATIONAL ANALYSIS

 

Strengths Well-known organization to end domestic

violence nation wide.

Raise awareness and educate the public about domestic abuse and its effect.

Assist urban and rural shelters and programs at

the local, state, and regional levels.

Main contribution is on developing and sustaining ground- breaking public policy at the national level aimed at ending violence

 

Weaknesses Main focus is to create awareness

No local bounding, directly with the victims

More focus on policy making

No direct role  

 Strengths Largest searchable directory of domestic violence

services providers in United States. Simple, understandable and easy to intractable

website. On-line and mobile accessible website. On the home page, the site will educate you how to

leave the site, and clear all signs you’ve been there, so your abuser won’t find out you’ve been searching for a DV shelter.

DV forums and Chat rooms for victims to create social support for victims.

A list of state, national and global coalitions against domestic violence.

National Domestic Violence Hotline Several helpful articles The American overseas DV crisis center Digital presence on Twitter, Facebook, Google+,

LinkedIn, RSS Widgets In first five months helped 70,000 people

 Weaknesses Pod cast ink is not working Main focus is to create awareness No local bounding, directly with the victims More focus on policy making No direct role

DOMESTIC VIOLENCE NATIONAL STATISTICS:

• Every 9 seconds in the US, a woman is assaulted or beaten.

• 1 in 3 women and 1 in 4 men have been victims of [some form of] physical violence by an intimate partner within their lifetime.

• Rape: 1 in 5 women in the United States has been raped in their lifetime.

DOMESTIC VIOLENCE IN RANDOLPH COUNTY:

• In 2013, the Randolph County ranked # 1 in the state for recorded number of domestic violence clients seen, according to N.C. Council for women from 2011-2012, the most recent year reported.

• According to the same statics, the majority of clients who sought assistance from the center were between the age of 45-50 and female. In 2014, the majority of clients served are 72% Caucasian, followed by 15% African American and 13% Latinos.

RANDOLPH COUNTY POPULATION STATISTICS:

• According to the United Sates Census Bureau 2014, the total population of Randolph County is 142,778 which is the 1.44% of total population of North Carolina.

• Out of this 50.6% are female, 86.8% are white, 6.3% are black or African American.

• 54.5% population is between age of 18 to 65 years,

• 23.6% are under 18 years and 16.1% are above 65 years and above.

• The total housing unit are 61,242, out of which 73.8% is homeownership rate.

• The median house hold income is $41,208 and 78% population has high school diploma or higher.

DONORS ANALYSIS AND TARGET AUDIENCE:• All the donations are coming from Corporate Donors especially like Asheboro/Randolph Chamber of

Commerce, Randolph County Housing Coalition, local businesses and a church.

MEDIA COVERAGE ANALYSIS

 

Strengths Well-known name in Randolph county Have close ties with the business community All donations came from corporate donors All daily house hold items are provided by a church Vast Experience to help victims Caring, helping and understand the issues well

 

 

Weaknesses No community presence No Dorothy/Dave donors No youngsters volunteering engagement activities No digital presence Static website No video about the organization and its working Facebook page did not match with website Very less and infrequent events More victims and less resources even struggling

for the basic necessities. Organization is working on small donations from

businessmen from county and a church.

RANDOLPH FAMILY CRISIS CENTER SWOT ANALYSIS:

RANDOLPH FAMILY CRISIS CENTER SWOT ANALYSIS:  

Opportunities Randolph county is highest in domestic violence

incidence House hold units in county are 61,242 and

homeownership rate 73.8% * Average median household income $41,208 * More people who need help Can utilized local media outlets for awareness by

sending weekly or monthly press releases to the media

Partner with HPU Create awareness in Randolph County through

flayers, door hangers, posters Can involve local business to raise donations from

general public

 

 *US Census Bureau 2014

 

 

Threats Few supports and more victims Lack of community support at individual level Lack of digital presence Lack of initiatives Low awareness rate

 

RESEARCH

• RQ1. In which conditions usually victims reached to the center?

• RQ2. What are the biggest challenges center is facing right now?

• RQ3. Why the center needs the regular supplies of daily items?

• RQ4. Who is providing these regular house hold items to center right now?

• RQ5. Why not corporate donor support you to provide these things?

• RQ6. What is the message you want to give to the community through this campaign?

• RQ7. What is the allocated budget for us for this campaign?

• RQ8. When you want to launch this campaign?

RESEARCH

• Methodology:

• A qualitative research design that included 3 semi-structured and unstructured interviews and about my one and half year association with the Family Crisis Center, in Randolph County.

• Interviews were conducted with the 1 office manager and 2 case managers. Since all the interviews are in very friendly environment so only field notes was taken during these interviews.

• They are provide me the current brochures they are using to communicate about the domestic violence, sexual assault and RFCC.

• Findings:

MIND MAPPING

OBJECTIVES:

• Campaign Goal:

• Goal : To generate donations and awareness in the Randolph community for The Randolph Family Crisis Center against Domestic Violence and sexual Assault by June 2016 by 30%

• Proposed Deadline = The end of June, 2016

Campaign Objectives:• Output Objectives 1: To send brochure to county 20,000 residents, flayer in local

churches/grocery stores, door hangers in selected apartment complex, VNR in local TV stations, press release in local publication, in Asheboro, The Courier-Tribunal, etc.

• Proposed Deadline = Each month until the end of June, 2016

• Output Objective 2: To increase RFCC awareness in county, community events such as Walk for Happy and Healthy life with YMCA; selected Grocery store, residential apartments and churches “Little Things Matter” basket activity to collect household items as donation for shelter resident; Hope night will also be organized (One in April).

• Proposed Deadline = Each month until the end of June, 2016

Outcome Objectives: • Knowledge/Awareness Objective 1: To increase community awareness of RFCC among median

income group, families with owned home and rental apartment residents, students and their parents, and churches by 30%.

• Proposed Deadline = Each month until the end of June, 2016

• Knowledge/Awareness Objective 2: Increase overall awareness about Domestic violence, sexual assault, related topics such as its consequences, actions necessary to take to safe yourself, and efforts to happy and healthy life etc., among Randolph County residents by 30%.

• Proposed Deadline = Each month until the end of June, 2016

Outcome Objectives: • Attitude Objective 1: To promote favorable attitudes for RFCC among 50% of the community

member through print media and social media such as YouTube, Facebook, and Twitter.

• Proposed Deadline = Each month until the end of June, 2016

• Attitude Objective 1: To increase community members trust, confidence, and certainty for RFCC by 50% through print media and social media by sharing success stories and open, transparent donations use and information sharing.

• Proposed Deadline = Each month until the end of June, 2016

• Outcome Objectives: • Behavior Objective 1: To increase community members likeliness and willingness to RFCC

activities such as Walk for Happy and Healthy life with YMCA; “Little Things Matter” basket activity to collect household items as donation for shelter resident; Night of Hope For Happy and Healthy Life, by 30%.

• Proposed Deadline = Each month until the end of June, 2016

• Behavior Objective 2: To increase community members likeliness and willingness to visit RFCC website, Facebook page and twitter by making it more interactive, up-to-date contents, connect it with DomesticShelter.org by 30%.

• Proposed Deadline = Contents upgrade till middle of January 2016 and each month new information update until the end of June, 2016

• Business Objectives:

• Business Objective 1: It will be ensure that Randolph County community extend their support to help Domestic violence survivors towards happy and healthy life.

• Business Objective 2: It will also make sure to develop a group of Dorothy/Dave donors and volunteer and keep them intact by involving them in continuous activities, and appreciation for their support.

• Proposed Deadline = Each month until the end of June, 2016

STRATEGIES:

TARGET AUDIENCE:

• Dorothy the Donor

• Dave the Donor

• Young Volunteer

• Dorothy/Dave donors are Asheboro residents, owning a home or living in rental proprieties in Randolph County;

• with median income of $30,000 to $50,000;

• age between 18 to 60 years, white or Caucasian.

• The student and families will be focused as target audience and will be engaged in activities as bigger contributing factor towards helping survivors towards a happy and healthy life.

• Regarding the young volunteers male and female, age 14-18 years, living with their parents, parents own a home or apartment and looking for volunteering opportunities.

MESSAGE:

Slogan and Theme for Campaign:

Little Things Matter!

RATIONAL BEHIND SLOGAN:

• According to Fraser,Hite, & Sauer (1988), they conclude that

• “relative upper extreme, a moderate contribution seems paltry, relative to lower extreme , a moderate contribution seems generous”.

CAMPAIGN THEME:

• Overall the campaign them is to give realization to the community that “Little Things Matter”, such as a very little contribution such like bag of rolls of toilet paper, shampoo, conditioner, tooth paste etc., can contribute a lot for the residential of shelters and to give them the realization that there is no need to give bigger donations even small but regular help can make big impact.

• Simple and clear message will solve the major issue like lack of regular support for toiletries and household items for the center.

EMOTIONS THEME OF CAMPAIGN:

• The emotions which specifically will be focused through this campaign; self-efficacy as “you will not forget you neighbors at Randolph Family Crisis Center ;

• Compassion through events like walk, hope night;

• Fear by sharing the facts of incident of domestic violence in Randolph County;

• Hope that we can do something and change these victims life.

OWNED MEDIA:

• Brochure: will be act as an advertisement for RFCC and inform the public about the campaign and also encourage the community towards making donations. This brochure will be distributed in different business, churches as well as 20,000 houses and apartments via mail via InfoUsa mailing list in Randolph County. This will be our first effort to generate awareness about RFCC and ask for donations.

• Flayer: Flayer related to lunch of campaign and ask for help will be distributed through (specifically designed) flayer to local churches/ grocery stores will be placed.

• Poster: Poster will be placed in churches and selected grocery their organization log on it and with basket to ask for help.

BILL BOARD: Two Bill board will be placed on January 1st, 2016 and will be there till end of June 2016, one on US-64 and one in Downtown Asheboro will be placed.

Family Crisis Center is in Need for

your help for Household items for its

Residents in SHELTERS.

Little Things Matter!RFCC ultimate goal is to transition these families into safe homes of their own.

EARNED MEDIA:

An appeal through local media:

• An appeal to the community for help through our partner and helping hand The Currier-Tribune will be made in December and every month till June 2016.

Television VNR:

• The current video will be used to develop a television VNR and will seek help to make sure they run it in news. The local corporate community will us in this regard to approach local news channel such as WFMY TV 2 and WGHP TV 8, in Greensboro.

• Already shoot video A-roll and B-roll, will be used to develop VNR.

SOCIAL MEDIA:• Task 1: Take an initiative and make improvements in the website, make it more informative and

interactive for the victims, their friends/family/users. A link will be created through widget option available on domesticshelters.org and make available many related articles to RFCC website. Proposed Deadline = January 15th, 2016

• Task 2: Use the already developed video (Courtesy of HPU) about RFCC working, its very own success story and how community can help in continuation of these services. This will introduce RFCC to more people other than old friends and build noise thus generate lots of buzz in community and outside of it. Proposed Deadline = January 15th, 2016

• Task 3: New pages about RFCC on Instagram and Twitter will be developed by the IT staff of RFCC/Volunteer. Proposed Deadline = January 15th, 2016

• Task 4: An online forum on the website as “RandolphFCC family”, will be created with the objective of this forum should be to help victims to become survivors and to communicate in the recovery of domestic violence and sexual assaults. This forum also offers an active message board and chat room for victims and survivors. The IT staff of RFCC/ Professional help/ IT Volunteer easily do this. Proposed Deadline = January 15th, 2016

EVENTS:

“Little Thing Matters” Basket Activity:

• Grocery stores such as 2 Walmart, 4 Food Lion, 1 Aldi, 1 Lowes home improvements, 5 Dollar general, 1 Dollar tree, will be selected and “Little Thing Matters” basket and poster will be placed on cash registers and donations of household items will be gathers.

• The poster will be displayed in A4 Acrylic stand.

EVENTS:

“Little Thing Matters”, selected Churches:

The basket with poster and flayer specifically designed for churches will be placed in selected churches.

“Little Thing Matters”, Residential Apartment Activity:

Door hangers will be placed initially in month of December 2015, each week on every Monday, only in two residential apartment “Summers run” and “Madison Height” and a “Little Thing Matters” basket and poster will be placed in the office and donations of household items will be gathers. These Two apartment complex has the highest rent in the area so we will initially focused these apartments only.

Little Things Matter!

Door hanger:

In this month when you go for your grocery

shopping, please do not forget the residents at the Randolph Family Crisis Center’s shelters. Because they need your

little help for HOUSEHOLD ITEMS .

Together we can make:Every person free from abuse.

EVENTS:

• Walk for Happy and Healthy Life with YMCA:

• A Walk for Happy and Healthy Life with YMCA in the month of February, March and May will be arranged and donations of house hold supplies will be gather.

• Night of HOPE for Happy and Healthy Life:

• In the month of April in recognition of as sexual assault month, a night of HOPE FOR HAPPY AND HEALTHY LIFE will be arranged and donations all forms will be gathered.

EVENTS:

• Hope Team:

• At-lease 40 students from high school, 30 students from RCC and 30 students from YMCA will be selected and developed for volunteering services.

• In the month of February 2016, we will ask these 100 students to choose 5 families from their friends and neighbors; distribute flayer, door hangers and ask for donations whatever they can donate for “Little Things Matter!”, basket.

• All the donations from students will be gathered inside school in supervision of any selected school person and will be sent to RFCC office directly. In that way we can reach to 500 homes through these youngsters and can develop a regular support of donations for RFCC.

TEAM

HOPE

BUDGETING TABLEFROM DECEMBER 20TH 2015 TO JUNE 30TH, 2016

  Key Strategies Specifications Total Quantity Cost Total Projected

Cost

Sponsored

Credit

Actual Cost

1.  Brochure 8.5" x 11" , 3 panel folding.

Printed on 100 lb glossy.

20,000 20,000@$ 1568 $3136    

2.  Mailing Cost       $1280    

3.  Bill Board   1 @1200/120days/ 32 weeks

$2400    

4.  VNR   1 Free $0    

5.  Flyer 4.21" x 5.47" 107 x 139 mm 

1264 x 1642 pixels 

10,000 @$ 308.70 $308.70    

6. Basket 10 10 @10 $100    

7.  Poster 8*11100lb paper matt

50   $28.69    

8.  A4 Acrylic stand 50@$100 50 $100 $100    

9.  Door Hangers 3.5”*8.5”10pt cardstock matt

3000 $210 $210    

10.  Hope TeamBadges

  100 $22.58 $22.58     

11.  Article in Newspapers/Appeal     Free      

12.  Walk with Y   1 Free      

13.  Hope Night   1 Free      

  Grand Total       $7585.27    

CAMPAIGN TIMETABLE Planning

Launch/VNR

Brochure

Flayer in Churches & Grocery stores

Hope Team

Flayer in Churches & Grocery stores

Appeal/Article in Newspapers

Basket Activity

Door Hangers

Walk with Y

Basket Activity

Door Hangers

Hope Team

Flayer in Churches & Grocery stores

Appeal/Article in Newspapers

Basket Activity

Door Hangers

December 4, 2015 January 3, 2016 February 2, 2016 March 3, 2016 April 2, 2016 May 2, 2016 June 1, 2016

MONITORING AND EVALUATION• Monitoring Strategies:

• Survey: To have plan to monitor the effectiveness of our campaign by using survey questionnaire and survey will be conducted from selected residential apartments, Hope Team selected families, via mailing list as we planned to use to send brochures in the month of March 30th, 2016 and June 30th, 2016.

• Website Monitoring: Throughout the campaign period we will be tracking how many people are visiting the website. This monitoring will help us to assess the level of awareness our activities are creating.

• Attendance Monitoring: We will track the number of people who attend walk with YMCA, Hope Night events and Hope Team selected residents.

• Facebook Analysis:

• Progress report:

REFERENCES

• Center for relationship abuse awareness. Barriers to Leaving an Abusive Relationship. http://stoprelationshipabuse.org/educated/barriers-to-leaving-an-abusive-relationship

• Fraser, C., Hite, R. E., & Sauer, P. L. (1988). Increasing contributions in solicitation campaigns: The use of large and small anchor points. Journal of Consumer Research, 284-287.

• Lawrence A. Greenfeld et al. (1998). Violence by Intimates: Analysis of Data on Crimes by Current or Former Spouses, Boyfriends, and Girlfriends . Bureau of Justice Statistics Factbook. Washington DC: U.S. Department of Justice. NCJ #167237.

• Lovejoy, K., & Saxton, G. D. (2012). Information, community, and action: how nonprofit organizations use social media*. Journal of Computer Mediated Communication‐ , 17(3), 337-353.

• National Council for Women. Statistics. http://www.councilforwomen.nc.gov/stats.aspx

• National Intimate Partner and Sexual Violence Survey, 2010 Summary Report. National Center for Injury Prevention and Control, Division of Violence Prevention, Atlanta, GA, and Control of the Centers for Disease Control and Prevention.

• North Carolina Department of Justice. Domestic Violence Statistics. http://www.ncdoj.gov/Help-for-Victims/Domestic-Violence-Victims/Domestic-Violence-Statistics.aspx

THANK YOU