Brandisha Braddy, China Hemphill,Gerri Marroquin, Kellyn CrumptonUniversity of West GeorgiaPublic Relations Campaigns Course

Dr. Jennifer AllenCherokee Rose Writing Project1601 Maple Street, Education Annex,Carrollton, Georgia 30118

Dear Dr. Allen,

We would like to thank you for allowing us the opportunity to work with you and the Cherokee Rose Writing Project. From what we have heard from the participants, the Cherokee Rose Writing Project is truly an innovative and unparalleled experience. To ensure that this organization continues to inspire and push the boundaries of writing curriculum, we have created a campaign that will raise awareness about CRWP.

Our campaign, titled “Who is Cherokee Rose?” provides a way for CRWP to reach multiple audiences in order to increase awareness about the organization. In support of reaching this goal, we have included many deliverables which you all can use at your convenience. We hope that what we have created for the organization truly reflects the experience that you all have worked so hard to create.

We have included ways of evaluating the success of this campaign and we hope that the results are satisfactory. Our team has worked very hard to create a campaign that you will be proud of. We would like to thank you again for the effort you have made in order to help us complete this campaign.

Sincerely,

The “Girl Power” Campaign Group

Executive Summary

The Cherokee Rose Writing project began in the summer of 2007 on the Campus of the University of West Georgia. Through their Summer Institute and other exciting programs, CRWP is quickly becoming recognized for their innovative teaching methods and high standards of excellence. Even though CRWP is a great program, they don’t have a large presence in the community.

We developed a campaign that will help CRWP gain a presence on social media. We constructed two testimonial videos, one which will be used at their National Writing Conference, the other will be used to promote via facebook as well as other platforms they may use. We developed graphics, social post and a press release to help promote their annual Summer Institute program.

We segmented our audiences into two categories, internal and external. Internal audiences are educators who currently teach in the West Georgia area who have been through the program. External audiences would be attendees at the National Writing Conference and potential new educators who are interested in advancing literacy in their curriculum.

Vision and Mission Statement

Vision:

To bring teachers together to talk,read, study and hopefully influences writing instruction for students in the West Georgia area.

Mission Statement:

Cherokee Rose Writing Project aims to create a mass of educators who are striving to shift the culture of writing, and provide students with authentic reasons to write. In the future, the Cherokee Rose Writing Project would like to expand and continue its work by increasing the number of teachers in attendance at the invitational Summer Writing Institutes.

One Page Business Plan

Name: Cherokee Rose Writing ProjectDirector: Dr. Jennifer AllenAddress: 601 Maple Street - Education Annex

Carrollton, Georgia 30118Phone Number: 678-839-6563Website: http://www.westga.edu/cherokeerose

SUMMARY: The Cherokee Rose Writing Project began in the summer of 2007 on the campus of the University of West Georgia. During one month of the summer, they hold an intensive workshop during which teachers came together to talk, to read and to study in the hopes of influencing the writing capabilities for students in the West Georgia area.

MISSION: Cherokee Rose Writing Project aims to create a mass of educators who are striving to shift the culture of writing, and provide students with authentic reasons to write. In the future, the Cherokee Rose Writing Project would like to expand and continue its work by increasing the number of teachers in attendance at their invitational summer writing institutes, which gives teachers the professional development to teach other teachers about writing. VISION: To bring teachers together to talk, to read, to study, and to hopefully influence writing instruction for students in the West Georgia area. GOALS/OBJECTIVES: For the Cherokee Rose Writing Project to have an effect on community awareness, specifically to increase attention about their events by increasing the number of applicants by 20% for their Summer 2017 Institute.

REPUTATION: From the research, the Cherokee Rose Writing Project has a positive reputation towards its audience. This organization is known for professional teaching, and providing new teaching strategies to teachers to implement in their classrooms. Teachers praise Cherokee Rose Writing Project as the reason why their students writing test scores have increased, and their impact on the writing skills of first through 12th grade students.

PUBLIC RELATIONS STRATEGIES: The internal audience of Cherokee Rose Writing Project are educators who currently attend the workshops. The external audience are potential new educators who want to advance literacy in their curriculum. To reach and engage with both the internal and external audiences, we will create a testimonial video, interviewing teachers who have attended workshops such as CRWP’s summer institute. Teachers will be asked a set of questions to get insight into their experiences about Cherokee Rose and how the project has impacted their students and school. This video will promote the workshops, and by the teachers’

testimonies the external audience will be influenced to attend, while the internal audience will understand how the workshops have impacted their own and other schools. SWOT:

Strengths:Social Media Presence

● Their use of Facebook is the best way to reach other teachers from the community to share any events and news.

Located on Campus● Audience has easy access to the

directors of CRWP, and the resources they provide.

Weaknesses:Lack of awareness

● Aside from the local teachers who are involved with CRWP, many do not know the professional teaching the project provides, hiding the great work and results that comes from the project.

Lack of various social media platforms● With Facebook being the only social

media site CRWP uses, this limits the information that can be given to current and potential audiences.

Opportunities:Expand social media presence

● By using other social media accounts, CRWP will have the chance to provide new teaching strategies and promote events in a different way that may be more appealing to their audiences. They will also be able to reach more potential audiences.

Improve graphics● By using high quality graphics and

photographs, CRWP will have a better response on social media accounts by receiving more likes and shares.

Threats:Lack of response from others

● The lack of response from others may show that they do not have a big presence or influence on the local teachers and their teaching strategies.

Very specific audiences● By only targeting the West Georgia

area, this limits the attendance to events. CRWP is also only reaching the same local teachers, and not impacting new teachers and schools.

Research and Theories

Research:● What social media platform do most teachers use? While conducting our interviews

with various teachers and principals, the consensus was that Facebook was the most popular form of social media for teachers because it allows the teachers to have a lot of

privacy. Teachers can adjust the privacy settings based on what they find appropriate. According to a report on The Journal, social media is a worrying subject for teachers. The article states that only 17 percent of respondents have connected with their students via social media (Bolkan). On one hand, teachers want to have good relationships with students and teachers and social media can help encourage those positive relationships. On the other hand, the relationship between teachers and students/parents through social media can be seen as inappropriate. The report also states that teachers mainly use Facebook for personal use and use Twitter for educational tools (Bolkan). Teachers can encourage students and parents to follow them on twitter because of the social tools that are available on that particular platform.

● What social media platform is most effective for small organizations? The best social media platform for small businesses are Facebook, Twitter, Instagram, Google +, Pinterest and LinkedIn. Facebook because it's the most evenly-distributed demographic of any platform (Scherer). The way Facebook is set up now, it's easy to segment a target audience. Monitoring the traffic flow and advertising has become easier as well. Twitter, more than any other platform, is inextricably tied to in-the-moment developments (Scherer). Twitter is the place where small businesses can interact instantly with their audiences. Instagram is a image-friendly sight, this would be a great tool for businesses such as restaurants, fashion, technology, etc. Google+ is ideal for content sharing (Scherer). Google + is used for Technology and Engineering businesses. Pinterest is mainly used by women. Businesses that would benefit by using it would be fashion retail, jewelers, home hardware stores (DIY) , etc.(Scherer) All professionals should use LinkedIn to maintain a presence. It is a good outlet for bloggers, freelance marketers, and journalists to make sure their work is up-to-date.

Theory 1:● Framing: This concept is related to the agenda-setting. Agenda-setting allows messages

to flow through the media which impacts how they are “framed”. The research explains the usage of social media allows teachers to establish relationships with parents, students and other teachers. Content published on social media can be framed as educational/professional or unprofessional. The viewer can usually perceive that information in the way it is published. Facebook and LinkedIn are great examples of framing because they explain that how user designs themselves on their profile will be how others perceive them.

Theory 2:

● Selective Process Theory: The concept of people generally seeking out information that is aligned with their own values. Teachers value the education of their students, and can use social media to gain more information about new ways to teach a specific topic. Through social media, teachers can showcase the results of their teachings and the strategies they used, which helps other teachers in deciding if they want to take the same approach. Teachers can also discover new resources that are available to them. Those who may be struggling in finding the necessary help to be successful in the classroom can rely on teachers from around the world to discuss these resources, the pros and cons about them, and how those resources compare to others.Teachers can also decide to only dedicate their Facebook or other social media accounts strictly to their teachings. In this case, teachers select to only showcase their work and their students’ work, instead of sharing any personal information.

8 Program Planning Steps

1. Situation- Cherokee Rose Writing Project has a small media presence, media content, and image. They lack a massive following and audience views through social outlets such as Facebook. They create monthly content for both their Wordpress and their Blogspot site.

2. Objectives- For the Cherokee Rose Writing Project to have an effect on community awareness, specifically to increase attention about their events by increasing the number of applicants by 20% for their Summer 2017 Institute.

3. Audience- Internal Audiences would be educators who currently teach in the West Georgia area. Local counties that are CRWP is working with are Carroll, Coweta, Douglas, and Heard. External Audiences would be attendees at the National Writing Conference (NWC) and potential new educators in the western Georgia area who want to advance literacy in their curriculum.

4. Strategies & Tactics - Sit down with advisors to discuss the needs of the Cherokee Rose Writing Project.

Strategie 1:Testimonial Videos● Tactic one- Send out invite to participants ● Tactic two- Conduct Interviews● Tactic 3: Prepare Final video

Strategie 2: Who is CRWP?● Tactic 1:Develop an informative Press Release● Tactic 2: Create a social media flight for the Summer Institute● Tactic 3: Recreate Organization’s Logo

6. Calendar/Timeline- The first draft video will be shown to our clients on the week of November 7th- 13th during a meeting we will have with them. The final draft will be provided November 14th. The NWP conference is scheduled on November 17th and our goal is to be able to provide our clients with these videos to prove that their workshop has made a difference in the school’s curriculum.

7. Budget- The budget for this campaign is a total of $520. This budget will be distributed to the promotion of the Summer Institute 2017 through flyers, newspaper advertisements, videography, and social media promotional posts.

8. Evaluation- Feedback from the conference (Develop a feedback form to use at the conference.) Track views on various social media platforms (Develop a tracking form for the client.)

Summer Institute 2017 Budget

The total budget for our campaign for the Cherokee Rose Writing Project is $520. To promote the Summer Institute 2017, Cherokee Rose can use the various promotional tools: flyers, highlight video, newspaper ads, Facebook promotions. Cherokee Rose will be able to use the various resources on campus such as Pub and Print and The West Georgian. A total of 200 8.5”x11” flyers, for $120, will be distributed throughout campus as well the local schools around the West Georgia area. A ⅛ page newspaper advertisement, for $75, will be placed in The West Georgian to promote the Summer Institute 2017 to campus and students.

On social media, Cherokee Rose can promote the Summer Institute 2017 by promoting the “Summer Institute Is Back!” graphic post. By promoting the post on Facebook, the graphic will reach an estimated 1,000. A highlight video for social media will be created by hiring a freelance videographer for a $300 premium.

Flyers Pub and Print 8.5" x 11" .60 ¢ x 200= $120

Newspaper Ad The West Georgian ⅛ Page $75.00

Post Promotion Facebook Summer Institute Post $5.00 x 5= $25

Highlight Video Freelance $300 (Premium)

Total: $520

ACTION PLAN:

Item Description Who Due By: 8 Step Planning Outline Girl Power 10/25Action Plan Draft Girl Power 10/25Research Summary Develop Girl Power 10/27Contact Interviewees Set up interviews Girl Power 10/27Interviews Complete Interviews Girl Power 11/4Build Video Meet with Video Assistant Girl Power 11/8Complete Video Complete Draft Girl Power 11/10Pitch Video Show Video to CRWP Girl Power 11/11Company Logo Present to Group Gerri 11/11Press Release Present to Group Kellyn 11/11Create Graphics Present to Group China 11/11

Social Media Flight Present to Group Brandisha 11/11Social Media Videos Present to Group Gerri 11/11Final Touches Finish Final Draft Video Girl Power 11/11-13Build Video 2 Meet with Video Assistant Girl Power 11/14Complete Video Complete Draft #2 Girl Power 11/15Produce PPT PPT Draft Girl Power 11/15Pitch Video #2 Show Video #2 to CWRP Girl Power 11/16Implementation Plan Discussion with CWRP Girl Power 11/16Evaluation Method Discussion with CWRP Girl Power 11/16Complete Campaign Wrap-Up Girl Power 11/16Class Run Through Presentation Prep Girl Power 11/17Final Touches Make any adjustments Girl Power 11/20-29Final Run Through Presentation Prep Girl Power 11/29Present Campaign Final Presentation Girl Power 12/1

The Cherokee Rose Writing Project1601 Maple Street - Education Annex, Carrollton, Georgia 30118Phone: 678-839-6559

PRESS RELEASE

For Immediate ReleaseFor more information Contact:

The Cherokee Rose Writing Project

Phone: 678-839-6559Fax: 678-839-6063Email: crwp@westga.eduWebsite: https://www.westga.edu/academics/education/ecse/cherokee-rose.php

Cherokee Rose Writing Project Upcoming EventAn invitation to attend the 2017 Cherokee Rose Summer Institute

Carrollton, Georgia- Cherokee Rose Writing Project (CRWP) is hosting their annual Summer Institute.

CRWP began this innovative process back in 2007. Each June, they hold a month long workshop that requires both teachers and administrators to work together to influence the writing instruction and standards in their school. Their goal is to bring high-quality professional development programs to the teachers of Western Georgia.

The Summer Institute involves a small amount of teachers and the principal. The idea is that the participants will take what they have learned back to their school and relay the message to other teachers. It is a highly recommended and recognized program that allows schools to reinvent their writing curriculum.

CRWP accepts applications to join the summer institute and proceeds to contact the school that they feel would benefit most from the program for the current year. If interested, applications can be found on the CRWP website.

###Social Media Flights

Facebook:

1. Enjoy writing but can’t find the time to do it? Come out the Summer Institute with the Cherokee Rose Writing Project! Tap into that hidden passion for writing! #GoWriteWin

2. The Summer Institute is back! Coming June 2017! Stay tune for more details. #GoWriteWin

3. The countdown has begun, two weeks until our annual Summer Institute Expo! Below are detail how to sign up! Hurry you don’t want to miss this! #GoWriteWin

4. Want to share your experience at the Summer Institute, use the hashtag #GoWriteWin with your Facebook post!

5. Check out our new Logo! Tells us what you think by using the hashtag #GoWriteWin

New Logo and Seal:

Old Logo:

Cherokee Rose Writing Project Evaluation

When evaluating the effectiveness of the campaign, the Cherokee Rose Writing Project needs to compare:

● Message Exposure (via media placement): Track the increase of activity on their social media posts.

● Audience Participation: Track the amount of applicants last year versus this year. In addition, CRWP can have the participants complete a Google Forum for audience feedback to ask the participants about their experience. They can use some of the responses as testimonials to use for the next summer institute.