Professional Documents
Culture Documents
Memo
To: Bill Brewer
From: Emmy Silverman
Date: October 9, 2016
Re: Immigration Awareness Plan
Summary
I am providing you with a plan to create greater awareness for your
immigration services. It is my hope that these communications tactics
will effectively target the right consumers and provide greater reach
and awareness for people in need of the services. In the end, your
organization will help more people in the Southwest Ohio region with
their immigration needs.
Problem Statement
There is little awareness for the Legal Aid Society of Southwest Ohios
immigration services therefore; many people in this region are not
receiving the help they need.
Research
Formal, Primary
o Online Survey
A survey was administered via email to a random sample
of 300 people who have used the Legal Aid Society of
Key Findings
Publics
Primary
o Hispanic families in the Southwest Ohio region who make less
than $10,000 annually and have not used the Legal Aid
Society of Southwest Ohio.
Secondary
o Hispanic families in the Southwest Ohio region who make less
than $10,000 annually and have used the Legal Aid Society
of Southwest Ohios services within the past two years.
Our research findings show that this demographic
makes up about six percent of the Legal Aid Society of
Southwest Ohios customers.
Goals
Objectives
4
annually and have used the Legal Aid Society of Southwest Ohios
services within the past two years from 10 to 20 percent in a sixmonth period.
Strategies
To demonstrate the many benefits and the ease of using the Legal
Key Message
The Legal Aid Society of Southwest Ohios immigration services are
aimed at making the transition process of immigrants in the
Southwest Ohio region into America as easy and fulfilling as
possible.
Tactics
The overall goal of these tactics is to use the people who have already
seeked help from the Legal Aid Society of Southwest Ohios
immigration services to reach out to the immigrants in the area who
are in need of help, tell them about the services and build a strong
community of immigrants in Southwest Ohio.
#WhyLegalAid Campaign
o Hire a Hubspot Certified Social Media Consultant to run the
#WhyLegalAid campaign.
Post video testimonials on Facebook of Hispanic
immigrants in the Southwest Ohio region who have used
the Legal Aid Society of Southwest Ohios immigration
services talking about how the society has helped them
and describing their lives before and after they got help.
Release one every other week for 6 months.
Direct Mail
o We will have people who have already used the services write
Timeline
The total campaign will last six months May 2017 October 2017.
May 6, 2017
Launch #WhyLegalAid campaign. (Videos will post every other
Sunday at 12 pm)
May 15, 2017
Post the first billboard and the first 50 posters around the Southwest
Ohio region
May 23, 2017
First Community Meeting from 6 to 8 pm
May 24, 2017
First newspaper advertisement
June 1, 2017
Send out the first round of direct mail
June 13, 2017
Community Meeting from 6 to 8 pm
June 24, 2017
Second newspaper advertisement
July 18, 2017
Community Meeting from 6 to 8 pm
July 24, 2017
Third newspaper advertisement
August 15, 2017
Budget
Product
Hubspot Consultant
#WhyLegalAid Videos
Price Per
Unit
$130,000.00
$50.00
Quantity
Subtotal
1
12
$130,000.00
$600.00
8
Billboards
Posters
Speakers
Community
Center/Church
Direct Mail
Newspaper
advertisements
$11,000.00
$2.00
$100.00
$200.00
2
100
6
6
$22,000.00
$200.00
$600.00
$1,200.00
$2.00
$100
300
30
$600.00
$3,000.00
Campaign
Total:
$158,200.00
Evaluation