PGA Staff External Budget Human ResourcesNotes

Per Item

CostQuantity Total Projected

Stra

tegy

Showcase Project GRAD in the

communities and not just through the

schools, making it easier for parents and

students to participate in the programs.

$1,600.00

Tact

ic 1

.1

Host Saturday seminars/meet and greets in

apartment and community recreation centers that

are located around the GRAD schools to

familiarize parents/guardians with services and

staff x

16 hours

staff

time/ongoin

g $ -

Tact

ic 1

.2

Create hands-on curriculum and produce take-

home packets for parents for 11th and 12th grade

students educating them on test schedules, state

graduation requirements, and how GRAD’s

services can help their childx x $4 200 $ 800.00

Tact

ic

1.3

Develop brochures for parents of 9th and 10th

grade students introducing them to GRAD and

general college access requirements. (see

appendix)x

x$4 200 $ 800.00

Stra

tegy

2

Highlight PGA’s everyday work and

success stories by focusing on content

creation for both traditional and digital

communications materials $ -

Tact

ic

2.1

Produce webinar for PGA and AmeriCorps staff on

the how-to’s of creating content in the fieldx 0

8 hours staff

time $ -

Tact

ic 2

.2

Initiate contests through Facebook and other

social media platforms with calls for photos,

videos, and essays from students and families

impacted by PGA x 0

1 hour staff

time $ -

Tact

ic

2.3Invite PGA students, AmeriCorps staff, and

parents to be guest bloggers for the website x 0 $ -

use free subscription to Camtasia or

related product

use free Facebook app Wishpond

use free public community space

estimated cost to print packet

$4/ea., will also post online

estimated ocst per brochure $4,will

also post online

Stra

tegy

3

Initiate low-cost digital advertising plan

to boost social media engagement and

website traffic $ 490.00

Tact

ic 3

.1Create Facebook ad plan and boost specific posts

to drive traffic back to website

x

varies

(ongoing for

12 months) $ 240.00

Tact

ic

3.2

Apply for Google AdWords nonprofit grant and

create accountx

1 hour staff

time $ -

Tact

ic

3.2.

1

Test keywords related to college access in Atlanta

for SEO optimizationx varies $ -

Tact

ic

3.2.

2

Develop separate ad campaigns for general

program awareness, special events, and soliciting

donors x varies $ -

Tact

ic

3.3 Launch TV ad targeting through Twitter

x

8 hours staff

time $ 250.00

Tact

ic

3.3.

1Identify list of shows for each key public

x

4 hours staff

time $ -

Tact

ic

3.3.

2Create specific content for each ad group and post

x varies $ -

Tact

ic 3

.3.3

Utilize free online analytic tools such as Simply

Measured and Twitter’s own reports to evaluate

the effectiveness of the posts and how to better

engage with the targeted audiencex varies

Tact

ic

3..3

.4

Develop reporting Excel sheet and evaluation

checklist for each campaignx

low-cost spending plan of

$20/month ($5/week)

free nonprofit grant giving

approximately $4 in ad spending/day

low-cost spending plan of

$50/month (during peak event

months of August-Oct., Jan., and

May)

monthly reporting

Stra

tegy

4

Brand Project GRAD through traditional

advertising to reach older key publics $ 200.00

Tact

ic 4

.1

Leave behind informational flyers at apartment

front offices and senior citizen community centers

such as the Harriett G. Darnell Multi-Purpose

Facility. x x 0 1,000 $ 200.00

Tact

ic

4.2

Place advertisements on MARTA trains and at

strategic bus stops throughout PGA communitiesx x TBD

Tact

ic 4

.3

Place advertisements in local family magazines

and free community newsletters found at public

venues such as local libraries and recreation

centers x x TBD

Tact

ic

4.4

Place PSAs on popular morning shows such as the

Tom Joyner Morning Showx x TBD

Stra

tegy

5

Increase program outreach and

communications efforts to reach Spanish-

speaking families in the same low-income

communities $ 300.00

Tact

ic

5.1

Create section on website with translated

brochure, fact sheet, and registration materialsx

16 hour staff

time $ -

Tact

ic

5.2

Place translated advertisement on MARTA trains

and at strategic bus stops.x x TBD

Tact

ic 5

.3

Leave behind translated print materials with

ESOL instructors and workforce counselors in

PGA schools to be shared with parents/guardians

of Spanish-speaking students x $4 75 $ 300.00

Stra

tegy

6

Establish a social media plan to increase

everyday web visibility $ -

estimated print cost per flyer $.20

in-house production using free tools

such as Powerpoint, Piktochart

estimated print cost per brochure $4

Tact

ic

6.1 Write social media policy for PGA staff

x

3 hours staff

time $ - Ta

ctic

6.2

Develop social media messaging template to be

used for all profiles, specifying content to use on a

particular day with suggested topics and keywords

to attract the target audience. (see appendix) x

4 hours staff

time $ -

Stra

tegy

7

Increase event awareness by leveraging

digital media $ -

Tact

ic

7.1

Plan social media campaigns to promote all

signature events that include post-event

evaluation x varies $ -

Tact

ic

7.2

Distribute event invites with social media profiles

and specific event hash tags for optimal

engagement x $ -

Tact

ic

7.3

Create messaging guide with tips for staff

managing profiles during events.x

8 hours staff

time $ -

Stra

tegy

8

Engage and enable current PGA

scholarship recipients and alumni to

become program ambassadors for PGA

through their own networks $ -

Tact

ic 8

.1

Send an e-newsletter announcing ambassador

program registration and continue to send the

publication monthly with current PGA news and

content that they can share with friends and

family x varies TBD

Tact

ic

8.2

Host a monthly mixer in Atlanta to meet with

current and alumni students and their friends and

family x varies TBD

Tact

ic

8.3

Host one hour speaker’s bureau similar to TED

Talks in PGA schools using scholarship recipients

as key speakers X varies TBD

distribute online

use free services such as Sprout

Social, Hootsuite, and Simply

Measured

use existing email service

use free community space

Stra

tegy

9Highlight and showcase GRAD through

strategic public relations to reach APS

stakeholders and corporate donors $ 500.00

Tact

ic 9

.1Develop media list of print and online reporters

and bloggers who focus on education, nonprofits,

and community news in metropolitan Atlanta x varies $ -

Tact

ic

9.2

Develop press releases templates for signature

eventsx

8 hours staff

time $ -

Tact

ic

9.2.

2Pitch stories prior to major events

x varies $ -

Tact

ic 9

.3Create and electronically distribute the “State of

GRAD” report preceding APS board meetingsx

8 hours staff

time $ -

Tact

ic 9

.4

Invite APS superintendent and board members for

luncheon once a year at the end of the school year,

following graduationsx varies $ 500.00

Tact

ic

9.5

Write open letter to APS to be placed on website

and pitched to local publications proceeding each

school year x

4 hours staff

time $ -

Stra

tegy

10

Seek corporate donations and event

sponsorship by reinforcing the positive

impact of GRAD programs in the schools

and how it contributes to a stronger

community and workforce $ 800.00

Tact

ic

10.1

Update “Results” section of website making it

more interactive and showcasing personal storiesx

8 hours staff

time $ -

Tact

ic

10.2

Create a promotional video showing GRAD in the

communityx

16 hours

staff time $ -

in-house production using Windows

Movie Maker

in-house production using

Powerpoint

catering estimate $500, send e-vite

package

Tact

ic 1

0.3Develop sponsorship kit to be sent electronically

including a video message from the Executive

Director and an infographic showing GRAD’s

impact. x

16 hours

staff time $ -

Tact

ic

10.4

Email quarterly report

x

6 hours staff

time $ -

Tact

ic

10.5

Develop promotional packages for each signature

event with donor cards to solicit financial supportx varies $ 400.00

Tact

ic

10.6

Produce annual report

x x varies $ 400.00

Tact

ic

10.6

.1

Launch free Issuu.com profile and post report

digitally to sharex

1 hour staff

time

out-house graphic design estimated

at $400, publish for free on

Issuu.com profile

send via Outlook or existing free

email service with link to kit on

Issuu.com profile

send via Outlook or existing free

email service with link to kit on free

Issuu.com profile

graphic design estimates at $400

(Nicholas Murphy)

$ 2,600.00