Nicholls State University: NAACP. Campaign Proposal. Contact: Shelby King, Public Relations Consultant Phone: {555}

Transcription

1 Nicholls State University: NAACP Campaign Proposal Contact: Shelby King, Public Relations Consultant Phone: {555}

2 Client Background National Association for the Advancement of Colored People The National Association for the Advancement of Colored People (NAACP) was founded in in New York City by a group of white and black individuals. The initial purpose of the organization was to educate whites on the need and importance of racial equality. By 1920, the NAACP was the dominant civil rights organization in the country. Today, there are approximately 425,000 members of the organization. National Association for the Advancement of Colored People: Nicholls State University Chapter The Nicholls chapter of the NAACP currently has 32 active members. Client Problems: Lack of attendance, lack of diversity, and apathy. Campaign Objectives To increase active membership among minority students by 10% by December 31,2017. To increase active membership among non-minority students by 5% by December 31,2017. To increase social media following by 10% across all platforms by December 31,2017. Campaign Theme: Where there is unity, there is victory. Campaign Strategy The NAACP needs to form partnerships with a diverse group of student organizations on campus. To make people interested in joining, the NAACP needs to appeal to the opinion leaders on campus. Many Nicholls students are involved in Greek life. Those are the major opinion leaders to whom the NAACP should appeal. The NAACP could host mixers that would allow the organizations to mingle with each other. These events should be featured on all social media accounts for both organizations. This would show followers they are passionate about diversifying their organization. I envision a social media campaign including videos, pictures, graphics, etc. that emphasized the use of color and greyscale elements. All the visual elements in the campaign would follow the theme. Ultimately, this campaign will strive to break social norms by introducing the NAACP as a student organization promoting the advancement of students of all races.

3 Contact: Shelby King, Public Relations Consultant Phone: {555} NAACP Fast Facts The NAACP is the nation s oldest and largest civil rights organization. The mission of the NAACP is to ensure the political, educational, social, and economic equality of rights of all persons and to eliminate race-based discrimination. The vision of the NAACP is to ensure a society in which all individuals have equal rights without discrimination based on race. The NAACP was founded on February 12, 1909 by both white and black individuals. Guidelines for NAACP College Chapters include: o Membership is open to any student that is under the age of 25. o The chapter should focus on improving leadership skills that will manifest into an increased level of social and political activism. The Youth & College Division was created in Today there are more than 25,000 young people, under the age of 25, representing 700 Youth Councils, High School Chapters and College Chapters. The NAACP provides two different scholarships to outstanding students through the generous donations of their members. The Nicholls State University chapter has 32 active members.

4 Nicholls State NAACP Media Kit Press Release o STUDENT ORGANZATION TO INCREASE AND DIVERSIFY MEMBERSHIP Nicholls NAACP to host an event in celebration of World Day for Cultural Diversity for Dialogue and Development Feature Story o Current Nicholls NAACP President First in her family to Graduate College o Nicholls NAACP members donates clean drinking water to Flint, Michigan Fact Sheet Photos o Photos from World Day event o Photos from event where clean, drinking water was collected o Photos from other events where NAACP members were involved Logos and other Promotional Materials o NAACP logo o Nicholls logo o Fonts o Colors Biographies o Cornell William Brooks, NAACP President and CEO o Roslyn M. Brock, Chairman Emeritus of the National Board of Directors o Ja Realle Cannon, Nicholls NAACP President o Dr. David Whitney, Nicholls NAACP Faculty Advisor o Austin Marks, Nicholls NAACP s first Caucasian member Video Clips o World Day coverage o Clean, drinking water donation coverage o Video of NSU President graduation coverage Links to Social Media and Website o Facebook o Twitter o Instagram o National NAACP website o Nicholls NAACP website Contact Sheet Schedule of Events for the Spring 2017 Semester

5 NAACP President making her mark before graduation Current Nicholls State NAACP President will be the first in her family to Contact: Shelby King, Public Relations Consultant Cell: graduate from college. Ja Realle Cannon, Nicholls State University NAACP President, will graduate this spring, but this ceremony will mean much more than the completion of her college career. Cannon will be the first in her family to take that walk across the stage and receive her college diploma. Cannon was raised in New Orleans, Louisiana, by her mother and father along with her two brothers. Her mother was a receptionist by day and waitress by night. Her father worked on and off in the oil industry. Cannon explained that money was tight. She remembers arguments about bills and her parents constant worry about making ends meet. Her parents struggle was all the motivation Cannon needed to make a better life for herself. She knew that she wanted to make a difference, and to be somebody. She attended public elementary and high schools located in New Orleans. As the youngest child, she always looked up to her to older brothers for advice. Her eldest brother entered the work force right out of high school. Her middle brother enlisted in the army. Cannon really didn t know what direction to take after completing high school. Fascinated in learning, she began researching colleges so she could pursue her dream of becoming a doctor. She wanted to use her talents to help others. She toured the major Louisiana universities within Louisiana, but when she arrived on Nicholls State University s campus, she knew she was home. The next task was finding the money to pay for her dream education. She couldn t ask her parents, so she researched grants and scholarship opportunities. She found a scholarship offered by the NAACP.

6 Cannon was heavily involved with her high school s chapter. She applied and was awarded enough money to cover her first year at Nicholls. That fall, she dove right into her school work. She exceled in all her classes and was heavily involved in social organizations on campus. One of these organizations was the NSU NAACP. Cannon made it her personal goal to assist the NAACP with their mission of bringing equality to the Nicholls campus since the organization played such a tremendous role in her college career. After serving as an active member of the organization for three semesters, Cannon was nominated for president. She was surprised since there were other members involved longer than she had been, yet they chose her. She was shocked to learn that she had won by a unanimous vote. Cannon said, I felt beyond honored to be trusted with such a position, to be the voice of our organization. She ll graduate with a degree in Science this May. Cannon is making sure her last semester as president does is no forgotten. She is working to accomplish her biggest goal yet increasing the NAACP s membership by encouraging diversity in membership. The NAACP was actually founded by both white and black community leaders, Cannon explains, the name of the organization tends to turn away those that are not of color, but the mission of the organization is unity and providing equal opportunities for all races. Cannon is confident that the newly elected e-board, that will take over starting this summer, will continue her mission of inclusion. Cannon s parents say proud doesn t even begin to explain how we feel, she s accomplished so much in such a short time. Cannon will graduate with a Bachelor of Science on May 15, She will graduate with honors. She will receive the President s Medal of Excellence, the highest award a graduate from Nicholls can receive.

7 Contact Shelby King Cell {555} [Company ] Website FOR IMMEDIATE RELEASE STUDENT ORGANZATION TO INCREASE AND DIVERSIFY MEMBERSHIP Nicholls NAACP to host an event in celebration of World Day for Cultural Diversity for Dialogue and Development Thibodaux, LA, [Date] The Nicholls State University chapter of the National Association for the Advancement of Colored People (NAACP) will host an event celebrating World Day for Cultural Diversity for Dialogue and Development. Partnering with the Student Planning Organization (SPA), this event will be an official finals week activity. It will take place May 4, 2017 at 6:00pm in the Bowie Room, located inside the Donald G. Bollinger Memorial Student Union. The event will highlight the different cultures represented throughout the Nicholls student body. It will offer attendees signature food items, the option to dress in a country s traditional clothing, and an art exhibit. The NAACP is encouraging all students to attend. The NAACP represents growth and equality, regardless of race. We want to bring a sense of unity to the NSU campus by welcoming students of all races to join our organization. -Ja Realle Cannon President, NSU NAACP Public Relations Chair for the organization, Chelsea Jackson, implemented the following hashtags, #NSU4Change, #diversifynsunaacp, and #NSUNAACP that attendees should use prior to, during, and after the event when posting photos and other content on social media. The NSU NAACP is active on three social media platforms: Facebook-@Naacp Nicholls, Twitter-@NAACP_Nicholls, and Instagram-@nichollsnaacp. # # # The National Association for the Advancement of Colored People (NAACP) was founded in in New York City by a group of white and black individuals. The initial purpose of the organization was to educate whites on the need and importance of racial equality. Today, there are approximately 425,000 members of the organization. The Nicholls chapter of the NAACP currently has 32 active members.

8 Nicholls NAACP Social Media Suite Contact: Shelby King, Public Relations Consultant Phone: {555} Facebook I would recommend dedicating certain days of the week to a specific type of posting. Examples are as follows: o Monday NAACP Member of the Week/Month (if only done monthly, it would be posted on the first day of the month) Post would include a picture, major, classification, home-town, age, length of membership, and a short story as to why they were chosen for this award. #MemberoftheWeek (Month) o Wednesday What s Happenin Wednesday These postings would either promote events that being put on by the NAACP or by other organizations on campus. This would show the NAACP reaching out to other organizations on campus, attempting to build that diverse membership. #WHW Instagram The Instagram postings would follow the same the format as the daily postings to Facebook, but they would more graphic/photo heavy as opposed to text. o For the Monday postings, referring to the idea above, a picture of the person would be posted along with a short quote under the picture that briefly explained why the member decided to join the NAACP. Then the reader would be promoted to Visit the Facebook Page to learn more about this week s/month s member. o For the Wednesday postings, again referring to the idea above, Instagram s new sliding feature makes it easier than ever to post multiple, full size images at once. Most organizations make digital flyers that can be posted to social media to spread the word. Twitter While the daily postings would be shared to the NAACP Twitter account, when I think of twitter, I think of instant. So, I would propose to have a member of the organization constantly tweeting as the NSU NAACP. Tweeting random facts, events happening on campus, quick contests, etc. Creating one or two twitter specific hashtags that would only be used on this medium. The main goal is make sure that the postings are catered to the medium in which they are shared on Facebook postings would contain more body copy as opposed to an Instagram post that would require a more visual element or a Twitter posting that would need to be short and to the point.

9 VNR Script // Run Time: 1:03 Nicholls NAACP Welcomes Their First Caucasian Member Contact: Shelby King, PR Consultant Phone: Concept Highlight the first non-african American member to join the Nicholls NAACP chapter, Austin Marks. Show existing members of the organization and their thoughts on the inclusion of non-african American members. What the future holds for the Nicholls NAACP chapter. Video B-Roll of Austin Marks walking around Nicholls campus with SOT B-Roll of Austin filling out the NAACP membership application with SOT from NAACP Faculty Advisor. NAACP faculty advisor on Cam in his office Austin Marks on Cam sitting in Nicholls quad B-Roll of NAACP weekly meeting featuring Austin interacting with other members with SOT from various NAACP members (each SOT will fade into one another at good transition points). Austin Marks and NAACP President, Ja Realle Cannon, on Cam Audio I knew when I came to college that I wanted to make a difference. I wanted my name to be remembered long after I graduated. When Austin came to me and asked if he could join the NAACP, I was kind of shocked. It s not every day that a white student asks to be a member of a prominently African American organization. Besides being the NAACP faculty advisor, I teach a handful of English and Speech classes. Austin was an involved student and made sure he was a part of every class discussion. I took notice that he was that student who wanted to make the most of his college years. I didn t see it as that big of a deal when I decided to join the NAACP. I had done my research and discovered that both white and African American individuals created the organization, so I figured why not join? Austin took a chance and joined and now we can t imagine the organization without him. Austin is breaking the mold and that s the kind of members we need! He s showing the students of Nicholls what we are all about encouraging students of all races to better themselves. Cannon Since the NAACP has impacted my life so much, I wanted to make sure that after I left Nicholls that my legacy as president would be remembered. With Austin stepping up and being our first non-african American member, I know that my time as president will forever be talked about and it s all thanks to Austin. Marks So now I m asking all my fellow Colonels to stand up and be the change you want to see. Don t let something as small as skin color hold you back. Come check out our next meeting, April 3 at 4:30 in the ballroom.