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Hope Institute of Uganda, Inc.

- Janesville, WI
Public Relations Plan

Introduction
The Hope Institute of Uganda (HIU) is a non-profit organization that helps provide
educational and economic opportunities to citizens in Uganda. The Hope Institute of Uganda

also provides a medical services program to enable the poor and ill to access much needed
medical care.
The Jinja Jewelry Fair Trade Gift Shop is a branch of the Hope Institute of Uganda that
provides a view of the African Culture along with selling jewelry made by the women of
Uganda. The jewelry is made from recycled paper, seeds, and stones.
This non-profit organization was officially founded in April of 2008.

Overview of Hope Institute of Uganda Public Relations Plan


We have several objectives we would like to reach to improve The Hope Institute of
Uganda and Jinja Jewelry. First, we want to rebrand the Hope Institute and Jinja Jewelry into
one name/brand within the next year. Second, we want foot traffic to increase in the Jinja
Jewelry Fair Trade Gift Shop and sales to increase by ten percent. Third, we are looking at
increasing social media traffic by 25 percent in the next six months starting on June 1st, 2015.
Finally, we want to increase the amount of volunteers by fifteen percent. By doing this we hope
to improve your nonprofit organization by making it more successful as a whole.

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Public Relations Plan

SWOT Assessment:
Strengths:
The Hope Institute of Uganda has a great message about helping children receive
education. Also, the company is unlike other companies and HIU can use its uniqueness
to market to customers.
Weaknesses:
HIU has a major lack of publicity and funding. Although the company has a store front
right off a main road in a busy town,
HIU lacks funding to compete with other non-profits on a larger scale.
Opportunities:
HIU has the opportunity to become an extremely successful and profitable company by
the use of its unique message and desirable products. Although the market for this type of
jewelry and products is small, the opportunity for success is large because very few
companies have this one-of-a-kind product with a heartfelt message.
Threats:
The company Beads 4 Life is the biggest competitor in this unique market. They have
more publicity and funding than the HIU and at the current time, Beads 4 Life is the
biggest threat to The Hope Institute of Uganda.

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Public Relations Plan

Target Audiences/ Publics:


Product Line Audiences:
Crafters
o Craft fairs are a great way to get your jewelry line out. Craft fairs can be
anywhere from a craft fair at church, to a craft fair at a local high school.
Looking into smaller craft shops may also be an option to bring more awareness
to your product and get crafters interested instead of just the purchaser.
Women
o Women are great to target because they wear jewelry. (at least most of them)
Word of mouth between women will be great because women love to talk about
items they like.
Grade School Age Girls
o This audience is great because the jewelry appeals to all ages. The school age
girls will be able to wear these items and they will be unique pieces many of their
friends will not have.
College Age Girls
o This audience is great for fashion and design. College girls will be great with
volunteer work as well.
College Age Guys
o Targeting college age guys will help with finding volunteers to help with
College Involvement Fairs
o This is a great way for you to get college students involved. This can help with
selling your product, as well as finding volunteers to help you within the
organization. Many individuals will walk through here, so make sure your booth
would stand out.
Local Fests and Fairs
o This would be a great location to show many different types of individuals your
product. Some large fairs where you could have a table set up would be at the
Wisconsin State Fair and Walworth County Fair. Both have booths where people
showcase unique items they are looking to sell. There are items from jewelry, hot
tubs, make up, and fair t-shirts.
Institute Audiences
Volunteer Organizations
o Organizations like the Lion's Club, Kiwanis, local churches, and others are always
looking for new ways to help their community.
College Involvement Fairs
o This is a great way for you to get college students involved. This can help with
selling your product, as well as finding volunteers to help you within the
organization. Many individuals will walk through here, so make sure your booth
would stand out.
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Public Relations Plan

College Organizations
o College organizations are always looking for new ways to get involved in their
community.
College Students
o College Students will be great for helping make tiny improvements and keeping
your organization up to date. They may take on further projects with your
institute or help me volunteer opportunities.

Medical Audiences
Professional Medical Associations
o American Chronic Pain Association
o American Medical Association
Both of these associations have a newsletter that reaches out to extremely
large audiences of medical and pharmaceutical professionals who could
potentially contribute supplies and their time.
Medical Journals
o Many medical journals would be glad to feature volunteer opportunities for their
readers.

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Public Relations Plan

Media Outlets to contact:


Newspapers
Royal Purple (Gale Directory of Publications and Broadcast Media, 151st ed., 2015)
UW - Whitewater
800 W Main St.
Whitewater, WI 53190-1790 USA
rp@uww.eduhttp://www.royalpurplenews.com
Phone: (262)472-1234.
Collegiate newspaper. Founded: 1901. Frequency: Weekly (Wed.) during spring and fall
semesters. Available by subscription. Accepts advertising.
Janesville Gazette
(Gale Directory of Publications and Broadcast Media, 151st ed., 2015)
Bliss Communications Inc.
1 S Parker Dr.
Janesville, WI 53545-3928 USA
newsroom@gazettextra.comhttp://www.gazetteextra.com
Phone: (608)755-8267.Fax: (608)755-8349.
General newspaper. Founded: 1845. Frequency: Daily (eve.). Key Personnel: Scott Angus,
Editor. Accepts advertising.
Beloit Daily News, 149 State Street, Beloit, Wisconsin 53511
Phone Number: 608-365-8811, General Email: news@beloitdailynews.com
Advertising Email: advertising@beloitdailynews.com
Milwaukee Journal Sentinel
Main phone number: 414-224-2000, Circulation, Customer Service:
414-224-2222 or 800-759-6397, To buy a classified ad: 414-224-2121
To buy a display ad: 414-224-2498
David Ledlie, Sr. Director--Marketing
414-224-2954, david.ledlie@jrn.com
Kelly Wood, Vice President--Circulation Audience & Customer Care
414-224-2898, kwood@journalsentinel.com
Television Stations
NBC15
615 Forward Drive Madison, Wisconsin 53711 Business: 608-274-1515 Newsroom: Phone
Number: 608-274-1500

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Public Relations Plan

WKOW 27
5727 Tokay Blvd., Madison, WI 53719, Switchboard: 608-274-1234, Newsroom: 608-273-2727
News Director; Ed Reams: ereams@wkow.com

Radio Stations
WJVL 99.9
P.O. Box 5001
Janesville, WI 53547-5001
1 South Parker Drive, Janesville, WI 53547
Business Phone: 608-752-7895
Evening Host/Promotions Coordinator: Chet Daniels, Phone: 608-755-8320
Email: chester@wjvl.com
Magic 98.1
730 Rayovac Drive
Madison, WI 53711, Magic Studio Lines
Local: (608) 321-0098
General Sales Manager: john.hunt@mwfbg.net
Phone Number: 608-441-3624
Local Opportunities
Janesville Farmers Market, Inc. PO Box 8252, Janesville, WI 53548
Phone Number: (608) 289-9292, board@janesvillefarmersmarket.com
manager@janesvillefarmersmarket.com
Dane County Farmers Market, 2 E Main St, Madison, WI 53703
Phone number: (608) 455-1999, Market Manager: Bill Lubing
Phone Number: (608) 455-1999, bill@dcfm.org
Milwaukee Garden District Farmers' Market, W Norwich St, Milwaukee, WI 53207
gardendistrictfarmersmarket.com
Phone number: (414) 379-2450
Contact page: http://www.gardendistrictfarmersmarket.com/contact-us/

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Public Relations Plan

Medical Journals
International Journal of Health Geographics
BioMed Central Ltd. , 236 Gray's Inn Rd., Fl. 6, 34-42 Cleveland St.
London WC1X 8HL, United Kingdom
info@biomedcentral.comhttp://www.ij-healthgeographics.com/home
Phone: 44-20-31922000.Fax: 44-20-31922010.
Online journal covering the application of geographic information systems and science in public
health, healthcare, health services, and health resources. Key Personnel: Dr. Richard E. Hoskins,
Board Member; Dr. Maged N. Kamel Boulos, Editor-in-Chief; Prof. Ewart R. Carson, Board
Member. ISSN: 1476-072X. Available by subscription. Accepts advertising.
Physicians Life
Address: 6900 Grove Rd, Thorofare, NJ 08086
Phone: 856-848-9005 Fax: 856-848-6091
PERSONNEL
ADV Michael Sanders, Acct Mgr, P: 312-348-1203, E-mail m.sanders@jamesgelliott.com
ADV Corrin Doherty, Acct Mgr, P: 917-421-9076, E-mail c.doherty@jamesgelliott.com
ADV Leslie Palmer, Acct Mgr, P: 248-227-1051, E-mail l.palmer@jamesgelliott.com
PHYSICIANS' LIFE consists of articles about escapism, epicurean delights, and
unique travel spots along with features on business, money and tech.
Articles strive to uplift and inform about a balanced lifestyle, with a mix of
useful and interesting information for physicians.
Circulation: 341,000.

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Public Relations Plan

Resources to Contact
Janesville
"Business after Fives"
Local Janesville Business Organization
http://www.forwardjanesville.com/WhatWeDo/Events/BusinessAfterFives.aspx

University of Wisconsin - Whitewater


Association of IT Professionals
UWW Chapter
aitp@uww.edu
Possible student group resource to use for any IT needs
Association of Computer Machinery Women in Computing
UWW Chapter
acmwomen@uww.edu
Possible student group resource to use for any IT needs
Professor Andy Ciganek
Project Management Professor
UW Whitewater
ciganeka@uww.edu
Every semester Professor Ciganek has a project management class that looks to help local
sponsors with projects that the sponsor brings forward.
Professor Christina Outlay
Project Management Professor
UW Whitewater
outlayc@uww.edu
Every semester Professor Outlay has a project management class that looks to help local
sponsors with projects that the sponsor brings forward.
PRSSA
UWW Chapter
prssa@uww.edu
Possible student group resource for ongoing public relations needs
UW-Whitewater African Student Association
President Mariam Kone
Konerm@uww.edu
Possible group to work with and collaborate with on events and fundraising.
UW-Whitewater
Black Student Union
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Public Relations Plan

uwwbsu@uww.edu
Possible group to work with and collaborate with on events and fundraising.
UWWTV
Jim Mead
meadj@uww.edu
(262) 472-5659
Capable of assisting with providing a professional quality scripted video message and possibly
advertisements.
Other Wisconsin Universities
Marquette University African Student Association
Current President Anna Ogunkunle
Anna.Ogunkunle@mu.edu
This chapter or the African Student Association is very involved and also sponsors AFAHYE
which would be good to participate in have included whole e-board
Marquette University African Student Association
2015-2016 President Anwuri Osademe
Anwuri.Osademe@mu.edu

Marquette University African Student Association


Vice President Taylor Bland
Taylor.Bland@mu.edu
Ivy Awino Marquette
Alum Clear channel media and entertainment Milwaukee.
Ivy.awino@gmail.com
Individual from Kenya who is very involved with the African Community in Milwaukee
UW-Madison
Madison African Student Association
President ABISAYO ARIWOOLA
Abisayo.Ariwoola@wisc.edu
Possible group to work with and collaborate with on events and fundraising
UW-Milwaukee
African Student Association
Public contact: Ali Yusuf
aliyusuf@uwm.edu
Possible group to work with and collaborate with on events and fundraising
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Public Relations Plan

Northern Illinois University


African Student Alliance
President Yannick Koua
z1647288@students.niu.edu
Possible group to work with and collaborate with on events and fundraising

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Public Relations Plan

Public Relation Tactics


Store Rebranding
As a small company with limited resources the Hope institute should have a unified focus
for any public relations efforts or advertising that they do to most efficiently use their resources.
However, the Hope Institute is splitting its focus. Branding the cause as the Hope Institute of
Uganda, Inc. and the sales for the Hope Institute as Jinja Fair Trade Gift Shop. This entails
creating materials for both the store and the institute as well as maintaining Facebook pages and
website for both entities. We would suggest that a rebranding of the store would be the best
utilization of their resources.
Example Logo:

The logo shown above is our suggestion for the rebranding of the store, it would unify the
institute and store in constituents and potential customers minds. In addition, having the motto
of the institute shown gives the idea that it is not merely just a store. It is a store from which the
sales go to legitimate cause that helps change lives. In addition, removing gift from the title
creates a better association in the mind of customers as gift shops usually entail expensive
trinkets that one buys to benefit a company and not individuals in need.
Custom Product Message Cards
Custom cards that explain the mission of the products being sold that also the name of the
individual who made it and a brief description of how the product was created and how the profit
will be used as well as including a QR code for information and donations. This will allow
customers to interact more with the mission of the company while shopping as well as when they
the take the product home they will have a constant reminder of the life they are impacting.
Website Update
Social Media Update
Facebook:
o Make one Facebook page rebranded with the new name.
o Market the medical volunteer opportunities and store through
o Have one administrator in charge of maintaining the page
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Public Relations Plan

o Keep everything updated at least one post a day


o Possibly maintained by a student intern, please see the PR intern section
Instagram:
o Great stories are often told through pictures
o Instagram is growing quickly and has over 150 million followers
o Numerous Non-Profits use this outlet (Doctors without borders, Unicef, Feed
America)
o Allows followers to keep up with volunteers travels and experiences
o Must be updated constantly to have a strong presence
o PR intern would be phenomenal for using this media
LinkedIn:
o Create a business page for reaching out to medical professionals and other
nonprofit organizations for ideas and volunteer recruitment
o Over 332 million users to market to on the site
o Able to connect with other professionals and recruit possible interns
o Avenue to connect with organizations for any future events and fundraisers
Twitter:
o Over 288 million users
o Able to make quick updates when traveling or any stories that need to be told
immediately
o Has a strong presence
o Get stories to journalists and media outlets quickly
o Great way to connect quickly and instantly with everyone
Blog:
o An interactive blog will be a great way to tell the story, it will allow viewers to
instantly ask questions and feel like they are a part of the missions.
o You will be able to share videos and pictures also almost functions as a website
o Blogs are easy to create and use
o Easily promoted through other social media platforms
o Does not cost money to create one
Bloggers
are becoming the new journalists
o Easily
customizable
Video Update
Working with UWWTV Hope Institute of Uganda has an opportunity to create a
professional level video for display in the store, at events and on their social media pages.
A video should not be a primary focus as it will not create a great deal of media outreach
It has a special niche as an attention getter
Localize & Build Community
Become more involved with events within the community rather than
distant trade shows
Build a local community support group

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Public Relations Plan

Build local connections by participating in local fairs, fests, farmers


markets, and other community events within the greater Janesville,
Madison, Milwaukee, and Beloit areas.
Become a well-recognized organization that the community invests
itself into by continuously participating in these events to build
recognition.
Utilization of University Students
College students are a free resource that any business can utilize as
students are looking for ways to build their resume.
College students
PR Intern
Overseen by UWW professor sponsor and organization, receives a joint letter of
recommendation upon satisfactory completion of school year internship
Taste of Uganda
Generate foot traffic by serving Ugandan foods
Use the attention from the Taste of Uganda event to share the HIU message and promote
product sales and donations to medical and education causes

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Public Relations Plan

Public Relations Evaluation Plan


Criteria
Increased social media traffic by 25% in the 6 months after June 1st
Increased foot traffic in Jinja Jewelry Fair Trade Gift Shop and sales by 10%
Rebranded Jinja Jewelry and Hope Institute into one name/brand within the next year
Increased the amount of volunteers by 15%
Reached two Major Medical Publications within 6 months

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Public Relations Materials

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Hope Institute of Uganda

NEWS
RELEASE
55 S River St, Janesville, WI 53548
Phone: (608) 314-3950
http://www.hopeinstituteuganda.org/
Contact: Luke Warmke
Email: warmkels20@uww.edu

For Immediate Release


April. 9, 2015

Hope Institute of Uganda to put on Out of Africa event


Janesville, Wis. The Hope Institute of Uganda is putting on a free event called Out of
Africa at Blackhawk Technical College on Saturday, October 11. Out of Africa is a yearly
event thats goal is to raise awareness for The Hope Institute of Uganda as well as raising
awareness of African culture in Janesville. This event offers guest a chance to try African foods,
listen to traditional African music and stories, see a fashion show and even includes a safari
treasure hunt for children. There will also be a bucket raffle and a stand selling fair trade Jinja
Jewelry to raise funds to send back to Uganda. All funds are used to support St. Francis Hospital
in Baluba, Uganda as well as providing 17 Ugandan students with scholarships.
Out of Africa will take place at Blackhawk Technical College located at 6004 S.
County Road G, in Janesville Wisconsin. The event is being held on Saturday, October 11 from

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Public Relations Plan

1-4pm in the North Commons Room. This event is free to the public and will provide a unique
cultural experience for anyone attending.
The idea for The Hope Institute of Uganda was thought of in 2006 by Joy Ngobi with the
intentions of creating and providing jobs for disadvantaged women in Uganda. The Hope
Institute of Uganda is a Wisconsin 501 (c) (3) nonprofit organization thats goal is to raise money
to send back to Uganda for medical supplies and scholarships of orphan Ugandan students. They
also own and operate the Jinja Fair Trade Gift Shop that works with local Ugandan artisans
and provides them with employment opportunities by making handmade jewelry out of local
products such as recycled paper.
Mission Statement
The Hope Institute of Uganda exists to Change generations, one life at a time by bringing hope
through economic opportunities and education. We are a faith based non-profit that works with
people from all walks of life irrespective of race, social status, color, religion. Our membership
is comprised of ordinary men and women from many diverse backgrounds. We are based in
Janesville, Wisconsin and have ongoing projects in Jinja Uganda. The Hope Institute of Uganda
exists to form partnerships with groups and individuals around the world that helps the most
marginalized, at risk communities, achieve their potential. Vulnerable communities are those
people living in extreme poverty, lack basic medical care, adequate food, education and lack any
opportunities for encouragement in life to reach their full potential. Our Mission is thus not only
to provide basic, vocational educational and economic opportunities, greater health care to the
marginalized in Uganda but also have a local impact in the Rock county, Wisconsin. To learn

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more about The Hope Institute of Uganda go to http://www.hopeinstituteuganda.org/ or contact


Gideon Ngobi at the Jinja Fair Trade Gift Shop at (608) 314-3950.
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