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Oct-15 Nov-15 Dec-15Aug-15 Sep-15

CalendarApr-15 May-15 Jun-15 Jul-15Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15

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.

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

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 child

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)

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 field

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

Tact

ic

2.3 Invite PGA students, AmeriCorps staff, and

parents to be guest bloggers for the website

Stra

teg

y 3

Initiate low-cost digital advertising plan

to boost social media engagement and

website traffic

Tact

ic

3.1

Create Facebook ad plan and boost specific posts

to drive traffic back to website

Tact

ic

3.2 Apply for Google AdWords nonprofit grant and

create account

Tact

ic

3.2.

1 Test keywords related to college access in Atlanta

for SEO optimization

Tact

ic

3.2.

2

Develop separate ad campaigns for general

program awareness, special events, and soliciting

donors

Tact

ic

3.3 Launch TV ad targeting through Twitter

Tact

ic

3.3.

1 Identify list of shows for each key public

Tact

ic

3.3.

2 Create specific content for each ad group and post

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 audience

Tact

ic

3..3

.4

Develop reporting Excel sheet and evaluation

checklist for each campaign

Stra

tegy

4

Brand Project GRAD through traditional

advertising to reach older key publics

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.

Tact

ic

4.2

Place advertisements on MARTA trains and at

strategic bus stops throughout PGA communities

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

Tact

ic

4.4

Place PSAs on popular morning shows such as

the Tom Joyner Morning Show

Stra

tegy

5

Increase program outreach and

communications efforts to reach Spanish-

speaking families in the same low-

income communities

Tact

ic

5.1

Create section on website with translated

brochure, fact sheet, and registration materials

Tact

ic

5.2 Place translated advertisement on MARTA trains

and at strategic bus stops.

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

Stra

teg

y 6 Establish a social media plan to increase

everyday web visibility

Tact

ic

6.1 Write social media policy for PGA staff

Tact

ic 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)

Stra

teg

y 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

Tact

ic

7.2

Distribute event invites with social media profiles

and specific event hash tags for optimal

engagement

Tact

ic

7.3

Create messaging guide with tips for staff

managing profiles during events.

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

Tact

ic

8.2

Host a monthly mixer in Atlanta to meet with

current and alumni students and their friends

and family

Tact

ic

8.3

Host one hour speaker’s bureau similar to TED

Talks in PGA schools using scholarship recipients

as key speakers

Stra

tegy

9

Highlight and showcase GRAD through

strategic public relations to reach APS

stakeholders and corporate donors

Tact

ic 9

.1Develop media list of print and online reporters

and bloggers who focus on education, nonprofits,

and community news in metropolitan Atlanta

Tact

ic

9.2

Develop press releases templates for signature

events

Tact

ic

9.2.

2 Pitch stories prior to major events

Tact

ic

9.3

Create and electronically distribute the “State of

GRAD” report preceding APS board meetings

Tact

ic 9

.4 Invite APS superintendent and board members

for luncheon once a year at the end of the school

year, following graduations

Tact

ic

9.5

Write open letter to APS to be placed on website

and pitched to local publications proceeding each

school year

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

Tact

ic

10.1

Update “Results” section of website making it

more interactive and showcasing personal stories

Tact

ic

10.2 Create a promotional video showing GRAD in the

community

Tact

ic 1

0.3 Develop sponsorship kit to be sent electronically

including a video message from the Executive

Director and an infographic showing GRAD’s

impact.

Tact

ic

10.4 Email quarterly report

Tact

ic

10.5

Develop promotional packages for each signature

event with donor cards to solicit financial support

Tact

ic

10.6 Produce annual report

Tact

ic

10.6

.1

Launch free Issuu.com profile and post report

digitally to share