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Secondary Research Report

Client: Gemeinschaft Home

Agency: Bright Ideas Communications

Kristen Whitney: Account Executive

Matthew Jones: Research Director

Garrett Pelto: Assistant Research & Client Relations Director

Kara Redmond: Media & Issues Director

Emma Williams: Programming & Creative Director

Public Relations Campaigns, Professor Meganck

18 September 2018
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Table of Contents

Executive Summary ……………………………………………… 3

Company Background …………………………………………… 3

Industry/Market Analysis ……………………………………….. 4

Public Environment ……………………………………………… 5

Publics Analysis ………………………………………………….. 7

SWOT Analysis ………………………………………………..… 9

Conclusion & Suggestions for Future Research ……………….. 10

References ………………………………………………………… 11
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Executive Summary

Gemeinschaft Home (GH) is a 501(c)(3) non-profit organization that focuses on the

Therapeutic Community model as an approach to acclimate formerly incarcerated people back
into productive community life. GH offers two programs, their Residential Program and their
Day Reporting Center. GH is largest housing program for formerly incarcerated individuals in
the state of Virginia. GH is also the only organization in the state that utilizes an intensive
therapy/counseling program. The organization has a small staff compared to the number of
residents they serve making volunteers and interns important to GH.
GH lacks a strong media presence and former negative attention has potentially harmed
the nonprofit’s reputation within the community. Community members may be unaware of the
modern, proactive actions GH has taken to improve their organization, and many in the
Harrisonburg area are unaware of Gemeinschaft completely.
The main goals of a communication campaign on behalf of GH are to educate the public
about the work that goes on at the organization and engender support from the community,
especially amongst millennial aged individuals.

Company Background

In June of 1985, GH was launched in Harrisonburg, Virginia by three young, hopeful

individuals who were previously involved in prison ministry. Previously students at Eastern
Mennonite University in Harrisonburg, Virginia, the soon to be founders of a non-profit
organization, lived in a home together they intentionally called Gemeinschaft, meaning
‘community’ in German (Gemeinschaft Home, 2018). One of the co-founders, Barry Hart,
bought the house and opened its doors to previously incarcerated individuals as a safe
environment for their transition out of prison and into the real world (Jenner 2014). In its
founding years, the organization housed three to four individuals, all who were chosen based on
their previous relationships with the co-founders of the home. After a years of remodeling and
buying additional properties, GH currently has the capacity to house 44 residents (Jenner 2014).
In 1998, in collaboration with the Department of Corrections, GH adopted what the non-
profit is now known for, the Therapeutic Community model. Instead of focusing on the home
itself, Gemeinschaft places importance on establishing and discussing values for its residents,
such as mutual self-help, peers as role models, and work as therapy. The organization focuses on
the recovery and transition for previously incarcerated individuals, providing them with the tools
they need for productive and healthy living (Gemeinschaft Home, 2018).
In the early days of GH, despite the residents having their own individual day jobs, all
residents made it a goal that at the end of every day, they would eat a meal together. This simple
yet comforting tradition set the foundation for Gemeinschaft’s overall goal of providing an
environment of mutual respect, shared responsibility, and mentorship (Jenner 2014).
Gemeinschaft’s goal is to provide residents with more than just a place to go after being
incarcerated. The non-profit organization strives to equip its residents with what they need to be
successful in the future, as well as aid them emotionally with struggles such as addiction,
depression or post-traumatic stress disorder through therapy and counseling. At GH, the overall
goal is to create a sense of empathy and understanding toward previously incarcerated
individuals who might not have the means, resources, or tools to succeed upon being released
from prison (Gemeinschaft Home, 2018).
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GH is made up of 18 staff members who serve as program managers, residence life

coordinators, facilities manager, food manager, shift supervisors and other support. As a non-
profit, Gemeinschaft also relies on volunteers who have the opportunity to get involved as
interns, mentors, drivers or teachers. GH offers residents two different programs: the Residential
Program and the Day Reporting Center (Gemeinschaft Home, 2018). Gemeinschaft’s re-entry
program is regulated by the Virginia Department of Corrections as a resident program for non-
violent, non-sexual (ex) offenders, who are males. The non-profit works very closely with court
services, probation officers, attorneys as well as behavioral health organizations and offices in
Virginia. Gemeinschaft’s residents receive full-time room and board for a minimum of 90 days
and must complete mandatory counseling sessions as well as actively seek or find an
employment opportunity during their stay. In addition to these requirements, residents must help
with daily chores and maintenance around the home while observing all house rules, including
curfews and a zero tolerance alcohol/drug policy (Gemeinschaft Home, 2018).
Gemeinschaft’s other program, the Day Reporting Center, offers an alternative to prison
for both men and women who are in the pre- or post- trial process of their cases. Participants in
this program are able to hold a job, be with their families, and fulfill other obligations while
completing the program that provides them with their needed services. The Day Reporting
Program lasts 90 days and participants are provided with both structure and supervision, which
are adjusted based on their level of need and the nature of their charges. Program requirements
include but are not limited to drug screens, case management, group/individual counseling
sessions, and referrals to human services agencies (Gemeinschaft Home, 2018).
Currently, GH utilizes social media, newsletters, outreach events and their organization’s
website to communicate with current or potential donors, volunteers, community members and
students. Gemeinschaft’s overall goal is to raise awareness to both their organization but also
their residents and the situations they are in (Gemeinschaft Home, 2018). Gemeinschaft Home
strives to inform community members that previously incarcerated individuals are often released
from prison with little to no resources, which in turn harms their chances of staying out of prison
and experiencing a smooth, healthy and productive transition out of prison. One of GH’s
successful public relations events included a concert in collaboration with James Madison
University’s Fine Arts Department; the university hosted a performance where stories and songs
were done by Gemeinschaft Home residents. The concert was a large success as many students
and community residents of Harrisonburg came out to support Gemeinschaft. Currently
Gemeinschaft’s goal with public relations is to improve their social media presence in order to
reach more students and young millennials, for both volunteer, donation and awareness purposes
(Gemeinschaft Home, 2018).

Industry/Market Analysis

Gemeinschaft Home belongs to the social work industry. Gemeinschaft is a nonprofit

organization, that provides temporary housing and employment opportunities for formerly
incarcerated males, while using innovative therapeutic services to help non-violent offenders
transition back into a healthy lifestyle (Gemeinschaft, 2018). Barry Hart and other founders had
personal experiences with the prison structure, which aided in the success of GH’s program.
Sharon Ringgold is currently the director and Chief Executive officer of Gemeinschaft and
oversees a staff of 18 (Gemeinschaft, 2018).
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Regionally based in Harrisonburg, VA, Gemeinschaft offers the largest housing program
in the state (Gemeinschaft, 2018). The organization only accepts residents who were non-
violent, non-sexual offenders, and were imprisoned for more minor charges, such as drug
possession or financial fraud. GH is also the only housing program to have received training in
Decision Points, which is “a cognitive-based program that develops cognitive skills and uses
cognitive restructuring” in order to make residents aware of specific behaviors that could lead
them to reoffend (Fitzgerald, 2018).
GH is recognized as a successful residential reentry program and has housed former
inmates from across the United States and around the world. For example, Eastern Mennonite
University conducted a study regarding the success rate of former residents remaining out of
prison, and found that those who “completed a stay at Gemeinschaft were significantly less
likely to be re-arrested, convicted or incarcerated than offenders who completed therapeutic pre-
release programs in prison,” (EMU, 2014). Gemeinschaft fosters the development of regional
networks among its partners. Their mission of therapeutic service and positive growth has led to
the development of relationships with a number of local organizations, such as Strength in Peers,
Valley Justice Coalition, Harrisonburg-Rockingham Community Services Board, and local food
pantries and churches.
Although GH offers a comprehensive program to break the cycle of recidivism, the
organization is surrounded by a number of other temporary housing associations for the formerly
incarcerated. The most significant competition to GH is other housing programs in Virginia, such
as, Adult Alternative Program, Piedmont House, and Bridge Ministry. There are similar and
more well-known organizations like GH which leads to competition over donations and
confusion among the public as to which place should receive their attention.
There have been some recent regulation and proposed legislation changes that could
affect GH and its industry. The First Step Act, which is a proposed prison reform bill, allows
(ex)offenders to partake in “more rehabilitative programs, by letting them get earned time credits
that allow them to be released early to halfway houses or home confinement,” (Lopez, 2018).
This could solve the issue of prison overcrowding, and possibly reduce the chances of
recidivism. Additionally, there have been no recent political situation changes related to GH. The
organization has grown larger over the past decade, expanding the amount of residential room
available as well as the number of staff members they employ. Because of this, the Virginia
Department of Corrections has secured a sizable amount of funds, and created the Day Reporting
Center, to assist GH in its expansion.

Public Environment

Gemeinschaft, like many other non-profit organizations, relies on community interest and
involvement. In order to understand GH’s connection with the community online, metrics for the
organization’s social media were examined. On Facebook, their most active social media site, the
organization has 353 likes and 350 followers. On Twitter they have nine followers, follow ten
users and have a total of seven tweets. On Instagram, they have 86 followers, follow 18 users and
have a total of eight posts. Hence these low statistics and number of followers, they do not have
much engagement from the community on majority of social media posts.
Aside from Gemeinschaft’s online presence, they are not that well-known in the
community. Unfortunately, in 1996 GH did receive negative publicity following the murder of
the director, Ernie James. It was well-documented in a Washington Post article by Frank Ahrens
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(1997). After this horrific event, Gemeinschaft had to remodel their internal organization
structure for better services for their residents and tried to reestablish themselves in the
community as a reliable, safe reentry program. Following this event, the older and middle-aged
community of Harrisonburg, Virginia have a reinforced stigma toward formerly incarcerated
individuals and subsequently question the value and safety of Gemeinschaft Home. Millennials
tend to be more empathetic to GH's residents after learning about the personal situations of the
residents themselves, but are not usually familiar with their services unless they are directly
impacted by incarceration and the justice system.
In addition to focusing on GH's improvement as a community reentry program and
distancing themselves from the negative publicity in 1996, GH ceased communication with local
media unless Sharon Ringgold, the house director, was ensured of the positivity of the article.
Therefore there is not much coverage of Gemeinschaft in the media since the tragedy that hit the
organization in 1996. Common themes present in the little coverage of GH that exists is largly
about residents’ success after leaving the home, GH services to residents, GH events or
legislation that may affect GH. Since most communication ceased with local media,
Gemeinschaft has a tab on their website for recent news regarding GH (Gemeinschaft Home,
2018). The stories on this tab typically focus on a resident living at GH or recently graduated,
new case manager hires and events with the organization in the community like the music project
with JMU students (Gemeinschaft Home, 2018).
In addition to their own coverage, there has been some notable coverage by local media.
In 2014, Eastern Mennonite University published an article talking about the history of GH and
its future saying, “there’ve been other ups and downs… but the trajectory of late has been
strong” (Kara, 2014). Following this optimistic tone, in 2015, WHSV covered some positive
legislation news for Gemeinschaft (Powell). The article describes the voting and approval
process of the Day Reporting Program (Powell, 2016). This program had to be approved by
Harrisonburg City and Rockingham County councils before being implemented.
In 2016 GH was covered in a Bridgewater College news release in which a sociology
professor from Bridgewater and a Harrisonburg Rockingham Page (HRP) Reentry Council
member, Tim Brazill, emphasizes the importance of reentry programs such as Gemeinschaft
(Bridgewater College). He was quoted saying, “The goal is always to ‘disrupt the cycle’ and
prevent recidivism” (Bridgewater College, 2016). Also in 2016, the Daily News Record
published an article about Japanese law officials who came to learn about the transitional
therapeutic program and how they might implement the program in Japan’s justice system
(Reynolds).
While most coverage was positive, a few articles had negative tones toward GH. The first
being the aforementioned Washington Post article, “The Secrets in the Briefcase”, which details
the Ernie James murder investigation (Ahrens, 1997). Aside from that coverage, it is mainly
legislation articles that affect Gemeinschaft. For example, the “Gemeinschaft Bill” on WHSV,
explains a bill proposed by Senator Mark Obenshain which “requires the State Department of
Corrections to notify local governments” and “local law enforcement” on inmates that plan to
live at Gemeinschaft Home (2007). Similar to the “Gemeinschaft Bill”, WHSV covered a Tim
Kaine cut to the Department of Corrections in 2008, where GH gets majority of its funding
(Hyland).
Lastly, and most recent negatively toned coverage, was of a small fire that occurred at
Gemeinschaft Home (Clark, 2017). The fire was due to a “heater in a bedroom doorway to draw
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out bedbugs in the room” (Clark, 2017). While there is negative news about bed bugs at GH, the
fire was contained and no one was injured.

Publics Analysis

The publics of concern to Gemeinschaft Home will be discussed in terms of consumers,

enablers, limiters, producers, intercessory, and target publics.

Consumers:
According to the Virginia Department of Corrections, there were 29,790 offenders
incarcerated in Virginia as of January, 2018 (VADOC, 2018). Of those incarcerated in Virginia,
8,159 offenders were located in the Western District, the district that includes Rockingham
county and Harrisonburg (VADOC, 2018).
This public is expected to be difficult to reach due to the regulation of contact with
people who are currently incarcerated. Additionally, negative societal stigma is expected to
increase difficulty in identifying and communicating with populations with substance abuse
issues. Given the difficulty to reach and the restricted agency of individuals within this public,
they are less than ideal targets for the limited public relations efforts deployable by this
campaign.

Producers:
GH employs 18 members of staff counting both full-time and part-time employees. GH
supports nearly 50 residents and operates a Day Reporting Program (DRP) for non-residents
participants. Employees are highly valued members of the organization and any communication
with this public should reflect this. Additionally, some members of staff are former residents of
GH. This gives them a unique insight into the organization and may be a source of material for
the campaign. Given the small number of paid staff, volunteers and interns are important publics
related to GH.

Limiters:
GH has, at times, been the target of open public opposition. Mark Obenshain has drafted
multiple pieces of legislation related to the regulation of GH and has criticized GH in the press
according to one source (Finnegan, 2007). This may represent a challenge for image
management efforts during this campaign.
Immediate neighbors may oppose GH’s existence in their neighborhood and may be a
barrier to the growth and expansion of GH. A 2018 study by AP-NORC found there to be a
significant social stigma surrounding people with drug addiction ( 2018). There might also be a
fear that an organization like Gemeinschaft could lower the property value for those with
property in a nearby as a study published in Land Economics found a statistically significant
reduction in home value for properties within sight, or 200 feet of a group home (Colwell et al,
2000).

Enablers:
Media has impacted the reputation of GH in the past as referenced the above sections
relating to the Washington Post and other negative articles. Negative exposure from the past has
potentially damaged the image of GH in the eyes of some community members and care should
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be taken when communicating with this public as per the request of Executive Director
Ringgold. However, the average American spends 369 hours per day consuming traditional
media so the value of this public should not be unutilized given the opportunity (EMarketer,
2007).
GH's Community Residential Program (CRP) is regulated by the Virginia Department of
Corrections. As well,GH collaborates closely with local court services, attorneys, probation
officers, and counselors working inside the prison system to place individuals into the CRP.
These individuals are likely well educated and largely control the flow of customers through GH.
Outspoken allies for GH include the Valley Justice Coalition and the Zehr Institute for
Restorative Justice. The Valley Justice Coalition, “is made up of residents of Rockingham
County, the City of Harrisonburg and adjacent areas who are concerned about justice reforms in
our community and in the commonwealth,” (Barrows). And their mission is to, “engage in
reducing incarceration and recidivism through public education, policy advocacy, coalition
building, and grassroots organizing,” (Barrows). This organization is currently working to repeal
the Gemeinschaft House bill.
The Zehr Institute for Restorative Justice, “advocates for restorative justice as a social
movement, and is also a convener of spaces where knowledge about restorative justice practices
and programs can be shared among practitioners and learners, by facilitating conversations and
cultivating connections through activities such as conferences, webinars and both in-person and
online courses,” (About the Institute). Zehr has worked directly with GH in the past and has a
platform to communicate to a wide audience.

Intercessory:
Possible opinion leaders for GH include former residents of GH that have found success
as well as local community leaders that are affable to the organization. These opinion leaders
have the potential to be sources of content for campaign materials and spokespeople for the
organization. Howard Zehr is also an opinion leader for this organization. He operates a
restorative justice blog and is a professor at EMU. He is well regarded and respected within his
field as demonstrated by his seven honors form various organizations. Other opinion leaders may
include faculty at JMU, Bridgwater, or EMU as well as local supportive community leaders.

Target Publics:
Our first target public is college students within the area, particularly students at JMU.
This target public is made up almost entirely of millennials given the mean age of degree seeking
undergraduate students at JMU is 20 (Office of Institutional Research, 2017). Millennials are set
to become the most educated generation in history as they have the highest share in modern
history of 18- to 24-year-olds in this enrolled in college at almost 40% (Pew, 2010). Millenials
are also less religious than their predecessors as one-quarter of this generation say “I’m not
affiliated” or “I have no formal association with religion” (Pew, 2010). Additionally, this
generation identify strongly with technology and say it makes generation “unique,” and leading
adopters of new technologies (Pew, 2010). As opposite as millenials are to past generation, when
asked about, “... what they want to do as they get older, they have very conventional answers.
They say, I want to have a balanced life. I want to be a good citizen and a good neighbor,” (Pew,
2010).
College students make up a large portion of the Harrisonburg community. The
undergraduate population of students at JMU as of fall of 2018 is 20,798 (Facts and Figures,
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2018). This public represents the most available public for communication efforts and have a lot
to offer GH in terms of community service, volunteering, internships, service learning, and in the
long term, potential donations. According to Cone Millennial Cause Study in 2006, 61 percent of
millenials want to make a difference in the world and feel that others should join them in civic-
minded pursuits (Pew, 2010). The study also found that millennials are placing heavy
significance on corporate philanthropy and social awareness (Pew, 2010). The top 3 social media
sites by usage for this public are as follows: Facebook, YouTube, and Instagram (Statista, 2017).
Middle-aged community members are also a target public because they are the generation
to most likely have negative perceptions of GH so it’s important to educate them as well and
hopefully change any negative perception on the organization. The middle-aged community
members more likely to be financial donors than our the other target public as they have more
income adding to their value as a public.
This target public is mostly within the Generation X cohort. Those that fall under
Generation X or Baby Boomers are usually more skeptical of things and more resistant to change
(Cone, Inc. 2006). Generation X generally have more conservative views than millennials but
more liberal views than baby boomers (Taylor et al, 2014). They are described as self-reliant and
are also a smaller cohort than the generation before or after them (Taylor et al, 2014). The top 3
social media sites by usage for this public are as follows: Facebook, YouTube, and Twitter
(Statista, 2017).

SWOT Analysis: Gemeinschaft Home

Helpful Harmful

Internal Strengths: Weaknesses:

- Experienced Staff
- Focused on Therapeutic
Community Model
- Develops Individualized
case plans
- Day Reporting Center
(Includes women)
- Powerful narratives and
storytelling potential
- Allies interested in
legislation reform
- Small Staff
- Lack of social media presence
- Director opposes media attention
- Lack of access to records for
concrete evaluative purposes
- Ratio of staff to customers
- Website need updating
- Lack of media kit
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External Opportunities: Threats:

- Access to JMU and EMU
- Various organizational
support from charity
- Notable former residents
(“Success Stories”)
- Interest and need for
expansion in services
- Potential for expanding
partnerships with
community (Relationships
with employers)
- Status as 501(c) 3
- Lack of positive attention
- Past negative media attention
- Political opposition
- Lack of overall public awareness
- Hostile community members
- Reliance on various regulators for
continuation of organizational
existence

Conclusion & Suggestions for Future Research

A combination of challenges and opportunities are present for Gemeinschaft House’s

public image. GH’s focus on the Therapeutic Community Model and their commitment to their
residents sets them apart from the various other similar organizations. They have attained
recognition in the past for their efforts on behalf of the community, however, a complicated
history may have tarnished their reputation in the eyes of some community members.
GH have access to valuable allies including other non-profit organizations, and perhaps
most importantly, access to a vast population of young people that are most likely unaware of
any previous negative attention the organization may have received.
Gemeinschaft’s mission is to ensure a safe transition for its residents into a healthy
community life. The key to the success of a public relations campaign for GH will be in
harmonizing a message across various platforms that educates people about the organization and
its residents as well as galvanizing support within the community for their efforts.
Primary research in the form of a survey would be most beneficial to a public relations
campaign given the organization’s goals. This survey would take the form of a 25 item
questionnaire. Collection of demographic data as well as measurements of awareness and
attitudes towards GM and their efforts would be measured using Likert-scale-type questions.
Additionally, a survey would allow for simple testing of education levels about the
organization’s area of business in order to establish what type of information is lacking from the
public sphere. Filtering questions could be used to segment the results from the two differing
target publics. Quantitative analysis would be used to interpret results and inform campaign
efforts.
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