WORLD HUNGER RELIEF, INC.
EXECUTIVE SUMMARY
World Hunger Relief, Inc. is a Christian organization committed to the alleviation of hunger. They work toward this goal by training and equipping individuals to work with communities in developing sustainable farming techniques, motivating people and communities to live a sustainable lifestyle and partnering with local and international sustainable development programs.
The purpose of the public relations campaign for World Hunger Relief, Inc. (WHRI) is to promote their Farm Camp that will take place this summer. Farm Camp occurs in the month of June and is designed to educate kids ages 4 to 13 on farming and gardening techniques. We hope that through our promotional efforts, we will be able to fill all of the Farm Camp spots by mid May. Our target audience for this campaign will be parents and gaurdians of children ages 4 to 13 who want to send their kids to summer camp. We want to reach out to those families that are interested in sending their children to a fun, outdoor camp. Farm Camp educates children in farming, gardening and healthy eating in a fun, efficient way.
Because this campaign is focused on WHRI’s Farm Camp, we will work on creating awareness of the camp throughout the community. We will do this through articles, flyers, mail-outs and use of social media. We will also design the camp logo and T-shirt.
Successfully completing our goals will involve promoting Farm Camp through various forms of traditional and digital media. In order to effectively spread the word about the camp, we will write an article for the Wacoan in the three months prior to the event. By doing this, we will generate more buzz among readers of the Wacoan, especially those with children. Additionally, we will write up a press release to reach a large amount of people within the McLennan County community. It will also be necessary to reach the more digital audiences through Facebook, Instagram and Twitter.
When preparing for the camp, we want to advertise in a way that will draw in children and parents alike. In the previous year, many parents loved the T-shirts designed for the camp, but were unable to purchase shirts for themselves because the demand from parents for T-shirts was not there in previous years. This year, our goal is to design a shirt that is suitable for children and adults. By researching design trends, creating options and sending out a survey to figure out which design is more popular, we can and will be prepared to offer shirts to both children and adults. Through research and surveys, we will make a t-shirt that is both affordable and desirable. We aim to sell enough T-shirts to generate a profit for WHRI.
Social media promotion will play a key part in creating awareness for Farm Camp. We will use Facebook, Instagram and Twitter, with a specific focus on Facebook to target the parents of potential participants. Additionally, we will write articles and newsletters for local magazines and newspapers as well as creating flyers and brochures to be passed out in schools.
Though not directly related to Farm Camp, we intend to add more schools to the school gardening program by advertising field trips, using previous farm camps as an incentive for schools to become involved, and through school visits where employees and interns of World Hunger Relief, Inc. can put on a kid-friendly show to explain why gardening is fun and beneficial.
To monitor this campaign, we will frequently view social media analytics to keep track of likes, comments and page visits. In addition, we will use surveys and ask participants how they heard about Farm Camp. This will help us realize what was successful for future promotional efforts.
