Public Relations Campaign for the Latin American Youth Center

1. Public Relations Campaign for the Latin American Youth Center Presented by Jess Stone, Maria Piessis, Ami Patel December 4, 2008

2. The Latin American Youth Center is a multicultural community-based organization that supports youth and their families in their determination to live, work, and study with dignity, hope, and joy. • Volunteer Program Overview and Structure • The LAYC after-school mentoring program is geared toward bi-lingual and non-English proficient students. The program meets 3 days a week from 3:30 to 5:30 pm throughout the school year. • In the first hour trained volunteers offer tutoring and homework assistance • The second hour is for educational enrichment activities and workshops

3. Project Overview After auditing the current LAYC communication strategy, we observed that although many of their efforts are well-intentioned, they do not use their resources and outreach to their full potential. We, as Jam Consultants, have formulated a workable plan that can be implemented beginning in summer of 2009. We have suggested specific strategies that will lead to a more successful volunteer program. Our plan will extend through the academic year, concluding with evaluation at the end of the 2010 spring semester.

4. Challenges • Literature and website are not engaging • Better publicity • video • No ready-to-go volunteer recruitment kit (movie, slideshow) • Not enough volunteers • Lack of resources • Understaffed • Lack of organization • More structured volunteer training

5. Goals and Objectives to inform...local universities, students, and teaching organizations about the LAYC and their volunteer opportunities - Establish mailing list of 250 people for monthly e-mail newsletter - Create an engaging video/slideshow, an informative brochure, and a eye-catching flyer for presentations - To have at least 1 publicized community outreach event in the fall semester

6. Goals and Objectives to persuade...students to volunteer at the LAYC - Establish a “LAYC Campus Representative” at each DC university each school year - Conduct at least 1 class presentation at 5 DC universities each semester - Create partnerships with 5 DC universities that will lead to the implementation a 1-credit volunteer program

7. Goals and Objectives to increase.…student volunteer participation at LAYC - To gain 30 new volunteers each semester - To retain a minimum of 10 volunteers from the fall to spring semester - Create structured framework for an intensive weekend-long training program

8. Target Audience Primary: Potential college-aged volunteers Secondary: Local university professors, coordinators, and program directors of clubs, organizations, and volunteer programs Tertiary: Local public and media

9. Partnerships • Local Universities • -American University • -George Washington University • -Georgetown University • -Howard University • -Catholic University • -University of the District of Columbia • -University of Maryland • Community Service Offices • Spanish Language Departments • Education Departments • Career Centers • Latino Clubs and Organizations • University media and local media

10. Strategies • Hire a communications intern - Stipend or college credit • Create more engaging recruitment materials - Slideshows/videos, fliers, brochures • Designate a “LAYC Campus Rep” at each DC university • Training program development - Making sure each volunteer is actually ready to take on tutoring responsibilities and is comfortable in the setting • Altruistic output - Community event that the students can gain community service hours for • Incentives - Monthly raffles for volunteers, appreciation parties, etc. • Other recruitment outlets - Volunteer fraternities, churches, community meetings, radio, newspaper, metro, career centers… • Keeping ties with volunteers - Monthly email updates, social gatherings, outings, etc.

11. University Outreach • One-credit volunteer program - Spanish or Education Department -Program entails 40 hours of on-site volunteer work per credit hour during a semester. Students attend seminars and discussions for a better understanding of the Hispanic culture, and are expected to keep a journal and write a final paper. • LAYC Campus Representative - Semester-long position -Representative acts as liaison between LAYC and their campus community. The student gives class presentations and distributes outreach materials. • Communications intern - Semester-long position -Manages the online communication outlets, including Facebook and MySpace. Campus representatives report to the intern who schedules class presentations.

12. New Media and Internet • Social Networking Sites (Facebook and Myspace) - Increase usability and make the sites more interactive. A forum should be implemented to generate ideas for events and obtain feedback. It should also be a mode of recruitment, or direct marketing. • Website upgrade (LAYC-DC.ORG) - The site should be more interactive with links to videos, photos and forums. An application page should be added where one can download a volunteer application. An events calendar would allow the public and participants alike to know the schedule of enrichment activities per week. The site should be more informative and engaging overall. • E-newsletter - A monthly newsletter sent out to the LAYC mailing list. The newsletter should include an events calendar, photo blogs, articles, volunteer journal entries, and links for feedback forums.

13. ROPE • R: • - Informational interview with After-School Program Coordinator Larissa Jackson on November 6 at Woodrow Wilson H.S. • - Researched LAYC’s current online communication outlets including their website, Facebook and YouTube.com • - Created a list of possible contacts • - Researched comparable programs, like DC Reads • O: • - Established measurable objectives with the overall goal of gaining more volunteers

14. ROPE • P: • - Specific tactics for integrating LAYC into university programs, updating web publicity, strengthen outreach materials, and improve communication strategy • E: • - SurveyMonkey.com evaluations • -Volunteer evaluation, training • -Student evaluation • -Campus rep evaluation • -Coordinator evaluation • - Volunteer statistics evaluation

15. Evaluation http://www.surveymonkey.com/s.aspx?sm=KeysoQbyGJpFybzE_2blR5AA_3d_3d

16. Timeline: Fall 2009 July - Create materials, contact appropriate people to carry out creation of materials - Establish “Campus Reps” through contacting prior volunteers and other contacts August - Train campus rep - Conduct class presentations - Begin implementation of monthly e-newsletter September - Confirm volunteer schedules - Weekend training session - Commence program October - Continue establishing new enrichment activities - Host community service event November - Begin volunteer outreach for spring semester December - Online volunteer evaluation - Evaluation of volunteer statistics - Update campus reps and contact lists

17. Timeline: Spring 2010 January/February - Adjust program and recruitment as necessary according to volunteer evaluations - Class presentations - Confirm volunteer schedules - Weekend training program - Begin program March/April - Continue establishing new enrichment activities - Host community service event May/June - Online volunteer evaluation - Evaluation of volunteer statistics - LAYC employee meeting to evaluate the program

18. We, as Jam Consultants, created this PR Campaign to increase volunteer recruitment and enhance awareness for the Latin American Youth Center. We hope that LAYC implements our campaign and sees significant results. For more information please contact Jam Consultants: 1200 Wisconsin Ave. NW Suite 250 Washington, D.C. 20007 202-555-4596 info@jamconsultants.com