Goal: Be seen as experts in the field of ending homelessness: Become the “go to resource.”
Related Objectives:
- Baseline: click through rates; number of new unique visitors; number of hits on resource splash page, click through rates from landing page to resource splash page
- Baseline: Number of lunch and learns requested on ending homelessness
- Number of media inquiries
- Number of strategic media hits specifically relating to expertise on subject (e.g., op/eds, features; interviews)
- Increase number of speaking engagements for team by XX% for WPG presentations. Increase number of off-campaign speaking engagements.
- WPG presentations in 2007: Vince Matulionis 9; Lauren McGowan: 3; Patrick 3.
- Baseline: off-campaign speaking engagements (align with Homelessness teams’ logic model).
Related Strategies:
- Create easy access to key resource materials on Web site for audiences beyond donors (e.g., media, county and city governments, other partners, etc.).
- Conduct and highlight original research in key marcom and PR materials.
- Identify opportunities for Vince and other OOR team members to be seen and heard with more audiences outside of WPG campaigns.
- Work with Communications Manager to identify tactics to increase strategic speaking opportunities for WPG campaigns and other types of targeted engagements (e.g., Chambers of Commerce, etc.).
GOAL:
B. Grow awareness of community impact results (moving community level indicators, e.g., The One Night Count, success stories such as 1811) with the media, partners, donors and staff.
Related Objectives:
- Identify and implement/develop or refine cross-functional communications and sharing of homeless information with internal teams (e.g., All Staff Trainings, UIN postings, presentations at all staff meetings, — others that need to be identified or developed).
- Increase following for OOR e-mails and public policy alerts/updates, and action around same, by XX% on e-mail subscriptions and XX% on public policy alerts/call to action requests.
- Baseline: number of Lunch and Learns on homelessness conducted.
- Increase number of speaking engagements for team by XX% (TBD from last year’s numbers/requested from L. Fleming)
Related Strategies (short-term):
- Broaden definition around how we convey results/success projects/investments to donors, the media, volunteers, etc.
- Coordinate timing on media and current events and provide relevant info to PR Manager at least two months in advance of any media needs so that he can coordinate with other PR efforts.
- Identify and/or develop/refine opportunities for sharing information via cross-functional internal teams.
Related Strategies (long-term):
- Identify and refine pre-existing marketing materials to align with updated messaging and objectives related to this goal.
- Broaden definition around how we convey results/success projects/investments to donors, the media, volunteers, etc.