Plan Book

Presents the 2014 Public Relations Campaign for

About PRecision Communications:Always on Point

We strive for excellence. Everything we do is done with significant care and

consideration for our client.

Always Prompt Everything we do is done in a timely manner. Our client comes first, and we meet the

deadline, always.

Always Precise All of our work is done

meticulously and diligently. We want our work to be as

effective as possible.

Communications TeamWriting Team

PresentationTeam

Research TeamMedia/Budget Team

Executive Team Graphics Team

Meet the Team

Kyle Johnston, Chelsea Newman, and Chelsea Bladen

DAnthony Davezan, Lyndsey Misenar, Bronwyn Knight, and Jordan Brawer

Katelyn Griffith, Courtney Althoff, Kelsey Callanan, Hana Ashchi, and Mackenzie Hanna

Kaylie Dieterle, Maddie Lamb and Courtney CraigGeorgia Compton and Angie GrabKayla Kubart and Juliano SchibeciChantelle Williams and Ellie Strube

Table of ContentsExecutive Letter

Organizational Profile History of Wealth Watchers About Wealth Watchers Wealth Watchers Workshops Competitors Donors/Sponsors

Research Secondary Research Target Audience Primary Research Focus Group SWOT

Campaign Overview Overall Campaign Goal Timeline Campaign Events

Page 6

Page 8Page 9Page 10Page 11Page 12


Page 27Page 28Page 30

Problem Statement Strategies Objectives & Tactics

Creative Strategy Magazine Ads Promotional Materials Media list Press Kit Storyboard

Budget Proposals

Survey

Evaluations

Acknowledgements

Page 32Page 33Page 34


Page 52

Page 56

Page 60

Page 62

Executive Letter To Ed Gaston and all employees at Wealth Watchers Inc.:

On the behalf of PRecision Communications, I would like to express my gratitude for the opportunity we were given. It means so much to us that you would give us this amazing opportunity to impact not only your company, but the lives of North Florida residents. We have never been given a task like this before and who knows when we may have the chance to do something like this again. The campaign has allowed each of us to gain important insights on being financially prepared for all of our futures. We have built a campaign with several dimensions that we hope will build brand awareness and establish new relationships for Wealth Watchers Inc. Our group has designed several advertising and writing materials to draw the public to the organization. We want the public to be as enthusiastic about financial safety just as you are passionate about helping them with their financial situations. With great pleasure I present to you, Key To Wealth, a public relations campaign created for your specific needs.

Chelsea Newman Campaign Director

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Organizational Profile 7

History of Wealth Watchers

Headquartered in Northeast Florida, Wealth Watchers Inc. offers services throughout the state of Florida, and in Southeast and Southwest Georgia. Wealth Watchers Inc.

offers homebuyer education workshops,

homeownership training and foreclosure

counseling. The organization also sells homes at affordable prices.

According to the Wealth Watchers Inc. website, Wealth Watchers Inc. is a HUD-certified housing-counseling organization, which was established as a nonprofit 501 (c)(3) organization in December 2001. It began with a group of financial services professionals who believed that education was the basis for homeowners financial success as well as maintaining economic stability within the community.

Building Wealth for Future Generations

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About Wealth Watchers

Wealth Watchers Inc. is based in North Florida and has services available throughout the State. Wealth Watchers is a HUD certified Housing Counseling and Community Development organization developed as a nonprofit 501(3) in December 2001 as a result of a series of meetings of local Financial Services Professionals.

The staff of Wealth Watchers Inc. is committed to providing cyclical approach to building wealth amongst Florida citizens.

Wealth Watchers Inc. recognizes that homeownership is the main vehicle for building wealth among many citizens; therefore, Wealth Watchers Inc. positioned itself to be a viable resource for citizens pursuing homeownership opportunities and those who were in jeopardy of losing their home due to foreclosure.

Wealth Watchers Inc. is committed to: The promotion of home ownership for new homebuyers The preservation of home ownership for vulnerable homeowners The stabilization of transitional families The revitalization of distressed neighborhoods The expansion of small business development opportunities The promotion of financial education

Wealth Watchers Inc. Mission

The mission of Wealth Watchers Inc. is to build strong communities by expanding the knowledge and understanding of the importance of basic finance and accumulation of wealth for low-to-moderate income

individuals.

Providing lending and education achieve this mission as well as neighboring stabilization, community revitalization

strategies and small business services to clients.

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Wealth Watchers Programs

Home Buying Education Class

These eight-hour classes takes future home buyers deeper into the planning of buying their new home. They provide the opportunity to develop a savings plan for down payment and closing costs, make a comprehensive assessment of income and expenses, and teach money-management skills. Completion of the eight-hour course satisfies the requirement for many down-payment assistance programs offered by participating lenders.

Home Buying Education Counseling

For future homeowners, Wealth Watchers offers private counseling sessions with a HUD Certified Housing Counselor. In these sessions, the counselor and client will discuss home ownership goals and a specific action plan to reach successful home ownership.

Foreclosure Prevention Counseling

For homeowners, a one-on-one counseling on foreclosure prevention is offered for those who are experiencing a financial hardship and having difficulty meeting their mortgage payment obligations. The counselors of Wealth Watchers provide useful advice to help homeowners understand all of the available options to help them remain in their home as well as the appropriate way to get out of their home and avoid foreclosure, if need be.

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Competitors

Wealth Watchers competitors in Jacksonville include (but are not limited to), Operation New Hope, Northwest Jacksonville Community Development Corporation, Metro North Community Development Corporation, Grace and Truth Development Corporation and more. All of the organizations listed have Facebook pages and Twitter accounts. Most of these accounts have low numbers of followers, subscribers and likes. There are very little mentions in the news, shares, likes, etc. for most of these organizations, except Operation New Hope. Operation New Hope is nationally recognized, has a large social media presence, easy to navigate website, multiple endorsements and numerous mentions in the news.

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Wealth Watchers recieves most of its funding from HUD along with Fannie Mae.

Wealth Watchers has also been able to partner with other local businesses such as:Publix, Lowes, Home Depot and Wells Fargo.

Donors/Sponsors

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Research 13

Secondary Research 81.2 percent of Jacksonville residents are living in the same house for one year or more (2008-2012) Home ownership rate (2008-2012): 62.4 percent Median value of owner occupied housing units (2008-2012): $157,200 Median household income (2008-2012): $48,143 Housing units in 2010: 366, 273 Single family detached housing makes up 61.09 percent of Jacksonville housing. Many of the Jacksonville houses were built in the 70s and 80s, 28.67 percent of homes were built between 1940 and 1969, and 20.03 percent were built in 2000 or later.

According to RealtyTrac, a foreclosure tracking firm, the mortgage crisis hit Florida particularly hard in 2008. During that time, Florida ranked fourth in the nation in foreclosures. In Duval County alone, 1,036 homes were foreclosed in June 2008.

As of 2013, Floridas average foreclosure rate was 24 percent, according to RealtyTrac. Floridas foreclosure rate is higher than the national average, which is 9 percent. Florida now ranks among the top three states for the most foreclosures.

The above map breaks down the state of Florida into counties. The color coding on the map displays brief foreclosure information. Light green insinuates less foreclosures and dark green represents more foreclosures. Duval County is closer to dark green, and is noted for a high risk of foreclosures, according to RealtyTrac.

Foreclosure in Florida

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According to the United States Department of Veterans Affairs, as of 2011 the United States and Puerto Rico include more than 21.5 million veterans. The median age of male veterans is about 64 years old. The median age for female veterans is about 49 years old.

The largest segment of male veterans served during the Vietnam Era (August 1964 to April 1975), while the largest segment of female veterans served on the Gulf War II (September 2001 or later).

According to the United States Department of Veterans Affairs, as of September 2013 more than 1.5 million veterans live in Florida, including 166,222 females and more than 1.3 million males.

According to the United States Department of Veterans Affairs, Florida is among the top 4 states with the most veterans. As of 2012 California, Florida, New York and Texas include 50,000 or more veterans each.

As of 2012, Florida has more counties than any other state with a high concentration of veterans.

Duval County ranks among the top counties in Florida with the most veterans.

According to DemographicsNow, suburban homes be-came a popular choice for young veterans and their fam-ilies following World War II. Between 1950 and 1960, a steady influx of veterans settled into family-style homes in modest neighborhoods around the United States.

More than half of this group is older than 65 and retired living off of midscale incomes.

Most of these individuals have lived at their current residence for more than 25 years.

Military Veterans in Florida

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Individuals with low to moderate incomes:

Individuals with low to moderate income, nicknamed Struggling Societies, are the second most popular group of people amongst Jacksonville. This group is defined as middle-aged, downscale singles and divorced individuals in transition; a majority of these individuals are renters because they have been restricted from homeownership due to their income level. They live in neglected neighborhoods, aging apartments and dilapidated homes. Most will admit that they are not financially knowledgeable and they distrust banks; therefore they usually pay with cash, debit cards, or money orders. This group values convenience over all other qualities and generally prefers local companies to national chains. Their consumer characteristics vary greatly, which makes them relatively difficult to target in the marketplace. These individuals still rely on traditional media, such as TV, radio and newspaper for their main source of information, but are also usually responsive to Internet ads.

Seniors in college, recently graduated college students:

College seniors and recent graduates, nicknamed Singles and Starters, typically live their life on the go; they receive the majority of their information and entertainment on mobile devices and keep a constant online presence. The Internet is their main source of information. Advertisers typically have a hard time connecting with this group through traditional media. When it comes to housing, a large amount of these individuals are renting and more than two-thirds have lived at their current address for less than three years. This group is concerned about what the future holds. They are constantly striving to find better rent, better transportation and ways to make their lives easier.

Active Duty Veterans:

With a high concentration of veterans and active military in Florida, these highly mobile, and often single-family house-

holds are an important audience to target. Educational achievement of these veterans is often below average and

very few of these households can afford the down payment on a home. They are likely to shop at discount department stores

and dont often purchase consumer gadgets. A large margin of active military and veterans say their military service

experience influences the decisions they make in their daily lives, and that they seek to buy from businesses that offer a military discount over those that dont. These military mem-bers typically distrust banks and choose to use cash or money order to pay bills. With their on-the-move lifestyle, they are twice as likely than the average American to access the In-ternet on their phone, and also very likely to open to online advertising. Attention these militants receive with tailored

marketing messages is usually appreciated.

Target Audience

** All psychographics information came from DemographicsNow

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PRecision Communications PR firm conducted a survey to evaluate Wealth Watchers presence and brand recognition throughout the Jacksonville, Fla. community. We issued 418 surveys throughout Jacksonville, focusing on our target audiences prevalent areas including Downtown, Northside, Eastside and Westside Jacksonville. The survey was designed to help better understand the targeted transitioners attitudes and opinions towards subjects such as financial counseling and personal spending.

The survey also addressed respondents current financial status, how they budget, and where they currently receive financial information. Participants were also asked to list specific media outlets

Primary Research

they use most in an effort to determine the most effective advertisement placement. Analyzing the results of this survey helped us better characterize our target audience as well understand their spending behaviors, opinions and lifestyles.

The average respondent was between the ages of 19 and 25, single, and working full-time. Out of 418 respondents 67 percent of those surveyed were Caucasian; 60 percent female, 40 percent male, and most reside in the west, south, or beach areas of Jacksonville, Fla. The majority of respondents make less than $25,000 a year and 9 percent are veterans.

Understanding the Target Audience

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The majority of respondents had little to no awareness of Wealth Watchers. Of the individuals surveyed, 89 percent had not heard of Wealth Watchers. More than 68 percent of respondents thought the organization specialized in investment services, 14 percent said retirement planning, 9 percent said foreclosure avoidance assistance and 8 percent chose home-buying education.

When it comes to the competition, 384 of the 418 respondents have heard of at least one of the competitor; 90 percent of those 384 have heard of Habitat for Humanity, the most well-known nonprofit organization this group was familiar with.

The survey measured the brand image of Wealth Watchers and overall knowledge of financial counseling by asking questions related to both subjects.

Those members of the group that do receive financial advice said they typically go to the internet and their family for answers. If participants were to go to a financial counseling program for advice, most seemed to want to know how it was going to benefit them.

Understanding the Target Audience continued...

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Focus Group A: Military Experience

Images, web content and radio were well perceived and regarded as highly motivational. Participants expressed being more susceptible to seek financial counseling in any communication tactic that was found to be either relatable or familiar. Positive imagery and comforting tones in verbal messages were strongly preferred over high energy and fast paced alternatives.

When it came to the ads, focus group participants liked the fact that they embodied the idea that you can never be too young or old to start planning for the future. The group was also in an agreement that the ads portrayed the message that Wealth Watchers builds wealth for future generations and provides security for families and children. Majority agreed that adding the word financial to the ads would increase the overall understanding of the ad messages. The group participants were more

attracted to the images that were less literal and had a deeper meaning than just the straightforward picture.

I like how its done here, where you see still part of her in the house, in the background. Its like a transition, like youre moving into that future, youre moving into that house.

Most participants thought the target audiences for the ads were clear and that if minor changes were made regarding the picture and color quality, there was potential for strong brand recognition through the ads. In regards to social media, respondents felt that the flow of the current Facebook page could be easier to follow.

Needs to be easier. Eye catching for the intended audiences.

The active website was seen as user-friendly amongst the group, but that there were definitely room for improvements. Website is very easy to navigate but tabs may not be completely representative of what services are offered.

The group overall supported the improvements made for the potential website. They saw the addition of the pictures of the employees on the contact page as a positive change that made them feel as they knew who they were putting their financial trust in.

Its good to have a biography. Its good to have a history of how long they have been there.

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Focus Group B: Low to Moderate Income, Recently Graduated and College SeniorsParticipants found the imagery to be much more compelling than written text and verbal messages. Participants preferred a simplicity in layout and verbal message and a basic color scheme that would create brand recognition for the organization. Overall the group did not have a basic understanding of who Wealth Watchers Inc. is or what they do and noted that awareness should be the primary objective.

Participants were more attracted to the straight to the point ads that had clear message, as opposed to fighting through busy text. They also wanted to see a bigger logo to make it clear who the ad was about.

More Wealth Watchers logo, so it can be seen better. Less text overall.

The group appreciated that the ads targeted a more family oriented audience. They felt that the message being conveyed through the ads was that there are numerous options to financial help and that the ads reciprocated the idea of building the future. However, participants did not feel that the ads built enough brand recognition and they wanted the use of colors to emphasize brand identity through the colors and pictures.

When it came to social media, this group saw the Facebook posts as being slightly unclear about the services offered by Wealth Watchers, and felt that the posts were targeting a very specific audience.

Give more detail about services offered to specific target population.

When comparing the active website to the potential changes, the group was very receptive to the addition of the pictures and biographies of the employees. They felt it would make them more comfortable getting information and reaching out for help when they had an idea of what to expect.

I like having the picture there to know who Im talking to.

In comparison of the radio and television ad, this group was more attracted to the radio. Participants noted that they liked the friendly, yet informative voice.

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Have you heard of Wealth Watchers?

Of the individuals surveyed, 89 percent had not heard of Wealth Watchers. Out of the 44 respondents who had heard of Wealth Watchers, 18 of them were between 19 and 25. Only 9 of them were between 26 and 33, 10 individuals were between 34 and 40, and 7 were 41 or older. Wealth Watchers needs to put an emphasis on brand recognitions and spreading awareness and familiarity.Of the 44 respondents who have heard of Wealth Watchers, 61 percent say it was through word of mouth, 18 percent said the internet, 12 percent said brochures, 10 percent TV and 10 percent magazine.

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Where have you heard of Wealth Watchers

What services do you think Wealth Watchers provides?

When asked what services they think are offered when they hear Wealth Watchers 68 percent of respondents chose investment services, 14 percent said retirement planning and only 9 percent said foreclosure avoidance assistance and 8 percent home buying education.

Of the 44 respondents who have heard of Wealth Watchers, 61 percent say it was through word of mouth, 18 percent said the internet, 12 percent said brochures, 10 percent TV and 10 percent magazine.

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When it comes to the competition, 384 of the 418 respondents have heard of at least one of the competitors. 90 percent of those 384 have heard of Habitat for Humanity, 37 percent knew of Jacksonville Urban League, and 17 percent knew of Family Foundations. 16 percent had heard of Jacksonville Legal Aid, Inc. and only 10 percent knew of Neighborhood Assistance Corp. of America.

Which of the following nonprofit organizations have you heard of?

Where do you seek financial advice?

When asked how often they have received financial advice in the past year, 44 percent of participants answered that they have not received any. 25 percent said twice a year, and the numbers decrease rapidly after that, with 15 percent answering quarterly, 9 percent said twice a month, 6 percent answered weekly, and only 2 percent said daily.

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SWOT Analysis

StrengthsJacksonville is the largest city in the state

Wealth Watchers offers its services statewide

Large budget available for spending on public relations work

State funding

Federal funding

Provides a wide range of services

Staff is experienced in the nonprofit sector

Counsels people through informational, hands-on workshops

Weaknesses

Lack of identity and community awareness

Lack of website maintenance

Social media platforms are weak Low involvement in the community

There is only one office location

Limited number of bilingual staff

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Opportunities

Increased foreclosures in Jacksonville

Can expand office locations

Opportunities with national partners

Potential for new sponsors, partnerships and customers

Social media presence

Establish an internship program

Increasing need for affordable housing

Media coverage

Advertisement/ promotional work

Participating in One Spark

Threats

Competition

Reduction in funding

Not enough community support

Clients may be ashamed

Potential for bad media coverage

Budget issues/reduction in funding

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Campaign Overview 26

The Merriam-Webster dictionary defines a key as usually a metal instrument by which the bolt of a lock is turned. The answer to financial stability needs to be unlocked. Wealth Watchers Inc. strives to help families not only with their financial situation, but also with purchasing a home. For this campaign, a simple key represents much more than a metal instrument.

Generally, a key unlocks a door. That door can be to your home, to your goals, and even to your future. The campaign theme for this book and presentation is Key to Wealth. The Wealth Watchers Inc. organization is that specific key that you need to unlock and improve your financial situation. Our campaign has allowed for the word key to mean both an object that can unlock doors and also represent strategic ideas that can improve ones financial situations.

A metal key is not simple, it is complex. A simple key is filled with hope, love and above all family.

Overall Campaign Goal

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Timeline for the Campaign

May June July August September October November

Start distributing promotional items for Veterans day promotion and breaking ground of Oakland Commons September 1, 2014

Launch bus wraps July 7, 2014

Launch Wealth Watchers campaign Begin social media May 1, 2014 Submit press kits to major media outlets May 5, 2014

Launch billboard advertisements June 1, 2014

Launch radio and TV advertisements October 6, 2014 Launch print

advertisements (newspaper/mag) August 1, 2014 Young professionals mixer event for college graduates August

Wealth Watchers Campaign Timeline Silent Auction benefiting veterans - November 8, 2014 Veterans day holiday - November 11, 2014

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December January February March April May

One Spark April 15, 2015 Community Development week April 21-26, 2015

Toy drive at various churches for families and Veterans December 6, 2014

Submit payment and information to Folio Weekly to be featured in their One Spark issue January 1, 2015

End of Campaign Evaluation May 1, 2015

End of toy drive February 6, 2015

E newsletter for One Spark March 15, 2015

Feature in One Spark creator gallery Folio Weekly April 15, 2015

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Campaign EventsCollege Graduates Mixer (August 1,2014)

Representatives from Wealth Watchers current sponsors will be invited as well as other employers throughout Jacksonville. This event is designed to give recent grads a chance to meet and mingle with future employers and help graduates begin taking a step in the right direction towards their future. This event will potentially be held on August 1, 2014 at a venue in Town Center shopping center. This event will is a networking opportunity for recently graduated individuals.

Silent Auction benefiting Veterans (November 8, 2014)

This event was designed to create a stronger relationship with the military community in Jacksonville. Wealth Watchers will hold a

silent auction benefiting Veterans currently living in Jacksonville. The event will potentially be held on November 8, 2015 in downtown Jacksonville. The auction will create brand recognition for veterans throughout the Jacksonville community and generate a stronger bond with veterans needing Wealth Watchers services.

Toy Drive ( December 6, 2014- February 6, 2015)

This event is to create a positive relationship between Wealth Watchers and families within north Florida. By conducting a Toy Drive, Wealth Watchers will gain positive media coverage and generate brand awareness throughout the Northeast Florida community. The Toy Drive will begin December 6, 2014 and end February 6, 2015. Various churches

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throughout the community will be designated drop offs for new and gently loved toys. The toys will then be distributed to families in need throughout the Jacksonville community. This event will allow Jacksonville residents a chance to give back in their community with the help of Wealth Watchers.

One Spark (April 15, 2015)

Wealth Watchers presence at One Spark 2015 is a wonderful opportunity for individuals to learn about Wealth Watchers mission and services. Promotional items, employees and other information collateral will be distributed to spread awareness of Wealth Watchers. One Spark is a great opportunity to connect with individuals living in Jacksonville that have never heard about Wealth Watchers.

Community Development Week (April 21-26, 2015)

National Community Development week begins April 21st and ends April 26th. During this week, locally responsive programs for making communities better places to live and work are encouraged to make an impact in their community. This is a prime opportunity for Wealth Watchers to spread awareness throughout the community. During this week of our campaign guerilla-marketing tactics will be employed. Fake money trees will be placed in prolific, urban areas around Jacksonville. The money trees will feature bills with Wealth Watchers logo and encourage passerby participants to visit Wealth Watcher website, sign up for classes

and events.

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Problem Statement W ealth Watchers Inc. struggles for a sustainable brand recognition and audience. Although a small population is aware of Wealth Watcher Inc., there needs to be a significant awareness among the greater Jacksonville community in order for the organization to thrive.

A solution to gain a larger audience and brand recognition is to create a media press kit with specific materials to help with this. These materials include targeted advertisements that are relatable to people within the Jacksonville community. These advertisements include radio ads, as well as televised and print advertisements. Other recognizable materials include social media posts, a stronger online presence feature stories, press releases and special events geared towards the specified target audience.

By developing proper advertisements and active social mediums, Wealth Watchers Inc. will gain brand recognition, which will ultimately build a strong foundation within Jacksonville, and improve the financial state of Northeast Florida citizens.

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Become a household name by creating awareness throughout the community through positive media coverage, strategic message placement and social media.

Build a credible online presence by keeping up with online platforms frequently with new information.

Build beneficial relationships with the media through consistent, although non-intrusive contact.

Establish brand recognition and generate more awareness in Florida (specifically Jacksonville) by putting out more tangibles including newspaper articles, press releases and ad placements.

Create events geared towards drawing in our target audiences and making them aware of Wealth Watchers services.

Strategies

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Objectives & Tactics

Objective #1: Increase target audiences awareness of organization and its mission by 15 percent by the end of the campaign.

Tactics: -Update brochures, fliers and postcards and distribute collateral at all events to inform target audiences of Wealth Watchers mission and the services that they provide.

Objective #2: Drive a minimum of 1,000 individuals to the Wealth Watchers website between the beginning and the end of our campaign.

Tactics: -Update all social media platforms frequently to drive target audiences to special events and website to build a credible online presence and keep target audiences informed of upcoming events.

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Objective #3: Generate 500 likes on Facebook and 150 followers on Twitter between the beginning and the end of our campaign.

Tactics: -Advertisements will also include website address and social media accounts to increase name recognition and increase likes and followers on social media accounts.

Objective #4: Introduce 344 new families into the Wealth Watchers service program by the end of our campaign.

Tactics: - Create print, radio, video advertisements, billboards and bus wraps for Wealth Watchers designed to raise awareness about Wealth Watchers.- Advertisements will be distributed and strategically placed to drive individuals to seek Wealth Watchers professional help.

Objective #5: Establish name recognition in Jacksonville, so that at least 1 in every 10,000 of individuals has heard of Wealth Watchers by the end of our campaign and understands what they do.

Tactics: - Create a press kit for Wealth Watchers designed to raise media awareness throughout the campaign.- Distribute press kit to local media outlets to increase the amount of positive media coverage and brand awareness in Jacksonville.- Hold special events throughout the year, that cater to each of our target audiences, to boost name recognition and give Jacksonville a better understanding of Wealth Watchers mission and services.

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Creative Strategy 36

With Wealth Watchers help, this family was able to learn what steps to take in order to manage their finances while purchasing their new home. As this young mother and her husband prepare for the day, they think about how grateful they are that Wealth Watchers was there.

Wealth Watchers: The key to building financial stability for young and upcoming families.

Create a better future with Wealth Watchers. Multiple classes available. For more information visit www.wealthwatchersfl.com

A Family.A Foundation. A Fresh Start.

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A Student. A Leader.

A Go-getter.

With Wealth Watchers help, this recent college graduate was able to take courses on learning how to secure a new home for herself before she turned 25.

Wealth Watchers: The key to generating financial

security for young adults.


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With Wealth Watchers help, she saw her veteran father learn how to stay financially secure while making the transition from the battlefield into his new home. She now knows anything is possible.

Wealth Watchers: The key to building financial dreams for future generations.


A Daughter. A Dreamer. A Believer.

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Promotional Materials

Wealth Watchers

BUILDING WEALTH FOR

FUTURE GENERATIONS

Air Fresheners Key Chains Tote Bags

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Phone: (904)-265-4736 Fax: (904) 265-1408

Address: 1225 W. Beaver Street, Suite 110, Jacksonville Florida 32204

Wealthwatchersfl.com

Wealth Watchers Educational

Classes

Wealth Watchers Inc. strives to help as many people as they can with all their finan-cial needs. By offering these classes the hope that they will be able to prevent any issues with their home buying or foreclosure experiences.

Experience

WEALTH WATCHERS

Building Wealth For Future Generations

Outside of Brochure Inside of Brochure

Begin your journey to home ownership by par-ticipating in a one on one counseling session with a HUD Certified Housing Counselor. Buy-ing a home is one of the biggest decisions a family will make. Being prepared for home ownership and making a good purchase deci-sion is essential for you and your familys fu-ture.

In a one-on-one session, the counselor and you will discuss your home ownership goals, The counselor will create an individual action plan with specific steps to reach the goal of success-ful home ownership. Your action plan will in-clude:

Comprehensive assessment of income and expenses Review of balances and monthly payments to creditors Money-management skills for homeowners Development of a savings plan for down pay-ment and closing costs.

Classes Offered

Wealth Watchers is a Housing and Urban De-velopment (HUD) Certified Housing Counsel-ing Agency serving Northeast Florida as well as Southeast and Southwest Georgia. Wealth Watchers services include a landlord and ten-ants-rights workshop for renters.

For potential homebuyers, Wealth Watchers also offer one-on-one counseling and group homebuyer-education courses. The eight-hour homebuyer-education course satisfies the re-quirement for down-payment assistance through the City of Jacksonvilles Headstart to Homeownership program, theState of Floridas Housing Finance Corporation and various oth-er down-payment assistance programs offered by participating lenders.

Wealth Watchers provides foreclosure preven-tion counseling for homeowners who are expe-riencing a financial hardship that makes it diffi-cult to meet their mortgage payments obliga-tion. Wealth Watchers foreclosure-mitigation counselors help homeowners understand all the available options to help them remain in their homes or when appropriate the liquida-tion options to gracefully exit and avoid fore-closure.

Homebuyer Education Foreclosure Prevention Housing Program

Wealth Watchers is a Certified Housing Devel-opment Organization (CHDO) dedicated to providing communities with the highest quality of housing opportunities. Wealth Watchers believes that one of the keys to a viable community is having housing options that are affordable, well built, energy efficient and conducive to a healthy environment. Wealth Watchers offers many di-verse types of housing, including:

Affordable single- and multifamily rentals New construction for homeownership Renovation for homeownership Whether through ownership or rental, housing is far more than just a roof over your head. A home is the place where people live their lives, raise their children, share time with their loved ones, enjoy the company of friends and build their dreams. Stable housing is the beginning of many other positive outcomes in peoples lives because it makes an impact on their optimism and educational outcomes while enhancing stabil-ity.

Carrie Davis, President of Wealth Watchers Inc. States Wealth Watchers is committed to working with residents and other stakeholders to help build communities where citizens can live, work, play and receive a good educate their children. Therefore it is imperative that all communities have access to jobs that pay living wages, quality and affordable housing,

recreational space and good schools.

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OUR TEAM IS COMMITTED TOBuilding Wealth for Future Generations

P: 904-265-4736WEALTHWATCHERSFL.COM

FinancialAssistance Courses

HOMEBUYER EDUCATION

FORCLOSURE PREVENTION

POST-GRAD FINANCES

BUSINESS DEVELOPMENT

FINANCIAL STABILITY

Flyers for Wealth

Watchers Workshops

Thank You www.wealthwatchersfl.com | tel: 904 - 265 - 4736 | fax: 904 - 265 - 19081225 W. Beaver Street, Suite 110, Jacksonville Florida 32204

Front of Thank You Card Back of Thank You Card

A Family. A Foundation. A Fresh Start.Wealth Watchers: The key to building financial stability for young and upcoming families.


A Family. A Foundation. A Fresh Start.Wealth Watchers: The key to building financial stability for young and upcoming families.


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Wealth Watchers: The key to generating financial security for young adults.

For more information visit www.wealthwatchersfl.com

A Student. A Leader. A Go-getter.

Bus Wrap Sample

Billboard Sample

Media ListPrint media outlets: Florida Times Union and Folio Weekly

Radio media outlets: FM WAPE 95.1 (WAPE, Cox Radio), FM RadioNOW 97.9 (WNWW, Clear Channel Comm.), FM WQIK 99.1 (WQUIK, Clear Channel Comm.), FM The Beat 93.3 (WJBT, Clear Channel Comm.), FM Gator Country 99.9 (WGNE, Renda Broadcasting) and FM X 102.9 (WXXJ, Cox Radio)

Television media outlets: WJXX First Coast News (ABC), WTLV (NBC), WAWS (FOX), WTEV (CBS) Digital media outlets: Jacksonville.com, Facebook and Twitter

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FOR IMMEDIATE RELEASE 3-3-14

WEALTH WATCHERS IS HOSTING HOUSING PERSERVATION EVENT

WHAT: Wealth Watchers Mortgage Help Center Network in Partnership with Fannie Mae is

hosting a Housing Prevention Event March 8, 2014

WHEN: From 9:00 AM to 1:00 PM Location: 1225 W. Beaver St, Jacksonville, FL 32204

WHY: To help families who are having foreclosure and/or mortgage issues. This event

could possibly help qualify you for lower mortgage payments and participants may qualify

for programs that could assist them with their mortgage payments.

WHERE: 1225 W. Beaver St, Jacksonville, FL 32204

CONTACT: (904) 674-6700 or (888)-317-9119

Media Alert

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FACT SHEET

Wealth Watchers Inc. 1225 W. Beaver Street, Suite 110 Jacksonville Florida 32204 Overview Established in 2001, Wealth Watchers is a HUD certified Housing Counseling and Community Development organization formed as a nonprofit 501 (c) (3). The formation of Wealth Watchers Inc. was in result of several meeting of local Financial Service Professionals, who believed that education was the foundation of economic stability, community and financial success. Wealth Watchers is based in North Florida was services available all around Florida.

Mission

Wealth Watchers Inc. has a direct mission to build viable communities by expanding the knowledge of low-to-moderate income individuals for the purpose of understanding the importance of basic financing skills and establishing wealth. Wealth Watchers achieves this by providing education, neighborhood stabilization, community revitalization strategies and small business services.

Vision

Empowering individuals and families to achieve their goals, with a measure of significant control over the process as it goes on.

Values

1. Dealing respectfully and compassionately with the people and organizations we serve for the benefit of our community.

2. Being good stewards for our communitys resources. 3. Being an inspiring, optimistic organization that will always be open to new ideas and

innovative ways of being successful. 4. Being an organization that people can count and deliver and go through with their

promises.

Service Offerings

1. Foreclosure Information: Wealth Watchers provides foreclosure prevention counseling for homeowners who are experiencing a financial hardship that makes it difficult to meet their mortgage payments. Foreclosure-mitigation counselors help homeowners understand all the available options to help them remain in their homes or when appropriate, to leave and avoid foreclosure.

2. Homebuyer Education: A counselor will discuss homeownership goals with their clients including specific steps that will help them reach their goals. An action plan will include:

a. Comprehensive assessment of income and expenses. b. Review of balances and monthly payments c. Money-management skills d. Development of a savings plan

Fact Sheet

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Communication Major Interns

AGENCY DESCRIPTION: Wealth Watchers Inc. is a nonprofit organization located in the Jacksonville area targeting audiences that need financial coaching and help with transitioning into homes. Wealth Watchers Inc. mission is to build viable communities by expanding the knowledge of low-to-moderate income individuals for the purpose of understanding the importance of basic financing skills and establishing wealth. Wealth Watchers Inc. services include providing education, neighborhood stabilization, community revitalization strategies and small business services.

INTERN RESPOSIBILITIES: Under the supervision of the Program Coordinator, the intern will participate in designing and implementing an evaluation of the Healthy Start program. Specific tasks are given below. ! Keep up with affiliated social media. ! Write and edit press releases or other written materials. ! Conduct interviews and focus groups with clients to help the clientele grow. ! Sit with the Program Coordinator to brainstorm ideas and strategies that will help

advertise the financial classes and other services provided by Wealth Watchers Inc.

EDUCATIONAL BACKGROUND Junior or Senior. Must be doing this internship for class credit. Communications, Public Relations, Journalism or Advertising Major preferred. PREFERRED SKILLS

! Excellent oral and written communication skills, with ability to communicate with

diverse populations ! Professional demeanor ! Experience using Microsoft Word, Excel, PowerPoint ! Knowledgeable about social media outlets (Facebook, Twitter) ! Well organized with attention to detail and ability to carry out tasks independently ! Knowledge of AP Style ! Ability to meet deadlines

SCHEDULE Minimum commitment: 190 hours over a minimum of 12 weeks, beginning Spring 2015. Flexible schedule of 15-20 hours per week, some tasks may be able to be performed outside of the office. COMPENSATION This is an unpaid internship. You will be receiving college credits. CONTACT Email resume to: [email protected]

Internship Packet Information

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Press ReleaseWealth Watchers Inc. 1225 W. Beaver Street, Suite 110, Jacksonville, FL 32204

CONTACT FOR IMMEDIATE RELEASE

Chantelle Williams

904-868-0487

[email protected]

Veterans Will Have a Place They Can Call Home

Jacksonville,Fla.- Feb. 22, 2014 - In December 2014, the C.B. Dailey Villas, a veteran housing

community, will be open to all veterans who are making transitions from battleground to home

ground.

The $3.4 million C.B. Dailey Villas will be constructed within the heart of Jacksonville

in the established Eastside neighborhood at 1055 East 1st Street, less than one mile from the

river. This housing will provide 24 permanent homes for veterans, accommodating to their

needs with one bedroom, one bathroom units. There will also be other amenities such as Wi-fi,

fenced parking, community parks, a community room and full-functioning appliances.

This wonderful housing was influenced by Rev. Dr. Charles B. Dailey (Aug. 9, 1927-

Dec. 22, 2004). He served as the Pastor of the First Baptist Church in Oakland for 47 years. He

dedicated his life to helping others within his community. Under his influence, Dr. Dailey and

his church created the first African-American credit union in the Southeast. He also developed

housing for senior citizens and new single family residents, building more than 23 houses on the

Eastside helping low and moderate-income families. He will always be remembered for

what he contributed to the community, and his legacy will live on through the C.B Dailey Villas.

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Radio PSA

RADIO PSA

Length: 0:30

Subject: Homebuyer Education Classes

Date of Use: Winter 2014 (more detailed date to be announced)

Voice: ARE YOU LOOKING TO PURCHASE A HOME, BUT YOURE NOT SURE WHAT

STEPS TO TAKE? WEALTH WATCHERS CAN HELP. WITH ONE-ON-ONE

COUNSELING, YOU WILL DEVELOP A BLUEPRINT FOR ALL YOUR HOME BUYING

NEEDS. YOUR COUNSELOR WILL CREATE AN ACTION PLAN SPECIFICALLY FOR

YOU THAT WILL INCLUDE AN ASSESSMENT OF YOUR CURRENT EXPENSES; AN

OVERVIEW OF CREDIT TRANSACTIONS, YOUR CURRENT BALANCES AND EVEN A

FOUNDATION FOR A PERSONAL SAVINGS PLAN. FOR MORE INFORMATION, VISIT

WEALTH WATCHERS WEBSITE WEALTH WATCHERS F-L DOT COM. WEALTH

WATCHERS: THE KEY TO BUILDING WEALTH FOR FUTURE GENERATIONS.

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Storyboard

Video: Image of a front door with key hole/lock and handle show-ing. Text appears Wealth Watch-ers is the KEY toSFX: Instrumental version of Treasure by Bruno Mars

SFX: Song continues soft in back-groundVideo: A childs hands hold a play house keyMVO: My key to fun. (Young girl)

SFX: Song continues soft in backgroundVideo: A new set of male hands are shown holding a house key.MVO: My key to my future. (Teenage male)

SFX: Song continues soft in backgroundVideo: A new set of female hands are shown holding a house key.MVO: My key to my financial stability. (Adult female)

SFX: Song continues soft in backgroundVideo: A new set of female hands are shown holding a house key.MVO: My key to my financial stability. (Young adult female)

SFX: Song continues soft in backgroundVideo: A new set of an older male hands are shown holding a house key.MVO: My key to strength. (Older male)

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Storyboard continued...

SFX: Song continues soft in backgroundVideo: A set of an older male hands are shown holding a house key.MVO: My key to success. (Older male)

SFX: Song slowly begins to fade out.Video: A hand is opening the front door to a home and website is shownMVO: Let Wealth Watchers open every financial door for you. For more information visit wealthwatchersfl.com. Wealth Watchers: The Key to building wealth for future generations.

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Budget Proposals 51

Blueprint Level Item Quantity Source Price Detail

Collateral MaterialsPostage Stamps 500 $245 100 stamps=$49Invitations 500 FedEx $300 250 invites=$149.99Key Chains 300 4imprint.com $489 Air Fresheners 250 branders.com $280 Totes 100 discountmugs.com $139 Posters 20 FedEx $400 Flyers 500 FedEx $695 Thank You Cards 500 FedEx $300 250 invites=$149.99

Total $2,848

EventsKaluby's Banquet Ballroom 1 hour Southside/Baymeadows $195 BB's Call for Availability San Marco TBDFriday Musicale L'Engle Hall 4 hours Riverside $400 Pinwheel Sandwiches 120 people Publix $279.96 Fruit & Cheese Platters 120 people Publix $239.96 Cutlery $30 One Spark Registration Fee $40

Total $990

AdvertisementsPrint Ad

12(full runs weekdays) Florida Times Union $997.52 Veterans 4(full run charity ads)Young Upcoming Families 6(full run charity ads)College Graduates 2(full run holiday ads)

3(10" weekly runs) Nassau County Record $122.93 Veterans 1(26 runs in week)College Graduates 1(13 runs in week)Young Upcoming Families 1(13 runs in week)

8(1/4 page color) Campus Voice (FSCJ) $1,800 Young Upcoming Families 2(1/4 page)College Graduates 4(1/4 page)Veterans 2(1/4 page)

Television AdTelevision PSA 30 seconds 0

Radio AdWealth Watchers video 12(60 seconds) Folio Weekly $420 Wealth Watchers 6(30 seconds) $120 Radio PSA 30 seconds 0

Outdoor AdBillboards 7(31 or more showings per day) Clear Channel $1,750 Bus Wrap 1(4-week tailight ad 21x72) Chris Cusimano Direct Media Inc, $16,454 Total $21,664

CAMPAIGN TOTAL $25,502

$24,938 Blueprint

Much of the budget will be allocated towards advertisements. It includes special

events in diverse areas of Jacksonville. Print and radio ads will be dispersed

through media outlets such as Florida Times Union (311,308 daily readers) and

Folio Weekly (140,000 readers).

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Foundation LevelItem Quantity Source Price Detail


Total $2,848

EventsKaluby's Banquet Ballroom 1 hour Southside/Baymeadows $195 BB's Call for Availability San Marco TBDFriday Musicale L'Engle Hall 4 hours Riverside $400 Pinwheel Sandwiches 120 people Publix $279.96 Fruit & Cheese Platters 120 people Publix $239.96 Cutlery $30 One Spark Registration Fee $40

Total $990

AdvertisementsPrint Ad

12(full runs weekdays) Florida Times Union $997.52 Veterans 4(full run charity ads)Young Upcoming Families 6(full run charity ads)College Graduates 2(full run holiday ads)




Radio AdWealth Watchers video 12(60 seconds) Folio Weekly $420 Wealth Watchers 6(30 seconds) $120 Radio PSA 30 seconds 0



$26,292 Foundation

This level of the budget includes all of the advertising and promotions as the previous level. Additionally, the space reserved for our special events were lengthened

and more advertisement spots were purchased to reach all of our audiences.

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Home LevelItem Quantity Source Price Detail


Total $3,526

EventsKaluby's Banquet Ballroom 3 hours Southside/Baymeadows $585 BB's Call for Availability San Marco TBDFriday Musicale L'Engle Hall 4 hours Riverside $400 Pinwheel Sandwiches 120 people Publix $279.96 Fruit & Cheese Platters 120 people Publix $239.96 Cutlery $30 One Spark Registration Fee $40

Total $990

AdvertisingPrint Ad

20(full runs weekdays) Florida Times Union $1,713.84 Veterans 6(full run charity ads)Young Upcoming Families 8(full run charity ads)College Graduates 6(full run holiday ads)


1(26 runs in week)



Radio AdWealth Watchers video 12(60 seconds) Folio Weekly $420 Wealth Watchers 6(30 seconds) $120 Radio PSA 0



$42,699 Home

Our highest level of the budget is intended to maximize Wealth Watchers exposure. We have added a tremendous increase in

advertisements, for example purchasing two taillight bus wraps which will almost double

our outreach not to mention tripling our digital advertising image by purchasing three

banner ads on Jacksonville.com.

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Survey 55

Number_______

This survey is being conducted by students enrolled in a public relations class at the University of North Florida. We are attempting to gain insight into the opinions of Florida residents regarding their financial state and the effectiveness of nonprofit financial services. You may stop this survey at any time. We appreciate your participation.

1. In the past year, how often have you sought financial advice?a) Dailyb) Weeklyc) Twice a monthd) Quarterlye) Twice a yearf) I have not sought financial advice

2. Which of the following sources do you use for financial counseling (Check all that apply)__Banks __Credit unions__Classes__Independent financial planning services__Family and/ or friends__Online resources__Other (please list) :____________________________________________________________________________3. Do you think you could benefit from financial advice?a) Yesb) No

4. Would you attend a workshop on financial advice?a) Yesb) Noc) Dont know

5. If you answer no, would an incentive change your mind?a) Yesb) No 6. Which of the following factors has the most potential to prevent you from attending a financial advice workshop?a) Cost b) Lack of timec) Location/ convenience d) I do not need financial advicee) Other (please list) :____________________________________________________________________________

7. Do you create a budget to help you plan for your expenses?a) Yesb) No

8. How closely do you stick to your budget?

a) Very closelyb) Somewhat closelyc) Not that closelyd) Not at all

9. How many credit cards do you have?a) 1b) 2c) 3-5d) 6 or moree) I do not have any credit cardsf) I do not know how many credit cards I have

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10. How much do you owe on your credit card(s)?a) Zerob) Less than $1,000c) $1,000- $3,000d) $3,001 - $5,000e) $5,001 - $7,000f) $7,001- $9,000g) More than $9,000

11. How much do you currently owe in student loans?a) Zerob) Less than $1,000c) $1,000- $3,000d) $3,001 - $5,000e) $5,001 - $7,000f) $7,001- $9,000g) More than $9,000

12. How much other debt do you have (car loan, bank loan, etc., but not including credit cards and student loans)?a) Zerob) Less than $1,000c) $1,000- $3,000d) $3,001 - $5,000e) $5,001 - $7,000f) $7,001- $9,000g) More than $9,000

13. How difficult do you feel it would be to eliminate your debt?a) Extremely difficultb) Very difficultc) Moderately difficultd) Somewhat difficulte) Not difficult at all

14. Have you ever been at risk of foreclosure?a) Yesb) No

15. How comfortable are you in seeking financial advice? a) Very comfortable b) Somewhat comfortablec) Not comfortabled) Very uncomfortable 16. How trusting are you in the capability of professionals to help improve your current financial state?a) Very Trustingb) Somewhat Trustingc) Not Very Trustingd) Not Trusting At All

17. What are the top two types of media you use most frequently? (Please only check your top two.)__T.V__Magazine__Newspaper__Radio__Internet __Other (please list):______________________________________

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18. List your 3 most listened to radio stations with your most listened to station first.

1. _____________ 2. __________ 3. __________

19. List your 3 most watched television stations with your most watched channel first.

1. _____________ 2. __________ 3. __________

20. List your top 3 news sources in order of most utilized to least utilized.

1. _____________ 2. __________ 3. __________

21. What type of advertising do you most respond to?a) TVb) Magazinec) Billboardd) Brochuree) Radiof) Social media 22. Have you ever heard of Wealth Watchers?a) Yesb) No

23. If so, where have you seen or heard of Wealth Watchers? (Check all that apply)__T.V__Magazine__Newspaper__Internet__Brochure__Word of mouth

__Other (please list):____________________________________________________________________________

24. How informed are you on what services Wealth Watchers provides?a) I havent heard of Wealth Watchersb) I have heard of it but have no knowledge of Wealth Watchers servicesc) Im slightly informed of Wealth Watchers servicesd) Im moderately informed of Wealth Watchers servicese) Im very informed of Wealth Watchers services25. When you hear Wealth Watchers what service(s) do you think it offers? a. Investment servicesb. Homebuyer educationc. Retirement planningd. Foreclosure avoidance assistance

26. Which of the following nonprofit organizations have you heard of? (Check all that apply)__ Family Foundations__ Habitat for Humanity of Jacksonville__ Jacksonville Urban League__ Neighborhood Assistance Corporation of America (NACA)__ Jacksonville Area Legal Aid, Inc.

Please tell us about yourself:

27. What is your gender?a) Maleb) Female

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28. How old are you?a) 18 or youngerb) 19-26 yearsc) 26-33 yearsd) 34-40 years e) 41 or older

29. What is your ethnicity?a) Caucasianb) African Americanc) Pacific Islanderd) Asiane) Hispanicf) Native Americang) Other (please list):______________________________________30. What is your marital status?a) Singleb) Married c) Divorcedd) Widowed

31. What is your employment status?a) Full-timeb) Part-timec) Seasonald) Unemployede) Not seeking employment

32. Are you a veteran?a) Yesb) No

33. What was your annual income?a) Less than $25,000b) $25,000 to $34,999c) $35,000 to $49,999d) $50,000 or more

34. What is your highest completed level of education?a) Less than high schoolb) GEDc) High school Diploma d) Two-year Degreee) Four-year Degreef) Masters/ Doctorateg) Post-doctorate

35. What city do you live in currently (if Jacksonville, please also list the sub-area).____________________________________

36. Do you currently, or have you ever, owned a home?a) Yesb) No

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Evaluation Low to Middle Income FamiliesThis campaign is created to make Wealth Watchers a household name and raise awareness and understanding to the low to middle income families of Jacksonville, Fla. and other surrounding areas that struggle with foreclosure.

VeteransDue to the high number of homelessness in veterans returning from active duty, creating awareness within this community is important and will be beneficial to both parties.

College-Aged Students and Young ProfessionalsAs a rising group of individuals into home-ownership, this target audience will benefit from the awareness of Wealth Watchers to prepare for the future and learn as much as possible about home ownership, buyer education and foreclosure prevention.

MediaThe media is an anchor outlet in which we feel will be able to get our message out to the Jacksonville area and will be a large component in raising awareness of this campaign. Through distribution of a press kit to local media outlets that our target audiences favor and ad placements, radio announcements and video announcements that contain specific messages that are tailored to each audience will be distributed throughout the media. This will establish better brand recognition and generate more awareness in Florida (specifically Jacksonville) and by putting out more tangibles including newspaper articles, press releases and ad placements. This campaign aims to build and establish beneficial relationships with the media through consistent, non-intrusive contact.

Goals/ObjectivesThis campaign is designed to increase the target audience awareness and its mission by 15 percent by the end of the campaign. The goal is to introduce 344 new families into the Wealth Watchers service program by the end of the campaign, as well as establish name recognition in Jacksonville so that at least 1 in every 10,000 individuals has heard of the organization by the end of the campaign. This campaign also includes events geared towards drawing in our target audiences and making them aware of Wealth Watchers services. Our objective is to drive a minimum of 1,000 individuals to the Wealth Watchers website between the beginning and end of the campaign, as well as increase social media presence with an additional 500 likes on Facebook and 150 followers on Twitter.

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Acknowledgements

PRecision Communications would like to give a special thanks to all the individuals and organizations who have served as sponsors to our public relations campaign.

Tim Gill & Quinton Harris of Bank of EnglandFarhad Jaberi of Rosinas Pizza & Italian Bistro

Juliano Schibeci of Librettos Pizzeria & Italian KitchenSean Ferguson of UNF Graphic Design Program

Dr. Stephynie PerkinsWealth Watchers Inc.

Printing provided by:

Digital Press, Inc.

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Building Wealth for Future Generations

Plan Book

Documents

Transcript of Plan Book