VETS4LIFE PR PLAN
EXECUTIVE SUMMARY
No one brings up the fact that 20 percent of the vets who served in Iraq and Afghanistan suffer from either major depression or post-traumatic stress disorder. In fact, 19.5 percent of vets in these two categories have experienced a traumatic brain injury. Every single day 22 veterans commit suicide because they cannot handle the stresses of their illness, from serving. This needs to end. Vets4Life is trying to stop this. Vets4Life purpose is to help combat the ever-growing epidemic of veterans' suicide rates and help these hero transition into civilian life. Austin Leffel, who is 27 years old, founded Vets4Life in February of 2015. Leffel has served two tours in the Marines.
Vets4Life aspires to decrease the strain of post deployment transitioning for veterans by providing access to essential, supportive, and resourceful referral services to minimize veterans’ adjustment difficulties and reduce their sense of isolation. Empower veterans to overcome post deployment obstacles by assisting transitioning veterans in establishing and maintaining a sense of mental, emotional, and physical wellbeing, and dignity. Vets4Life seeks, targets, and develops sustainable government, private, and corporate resources that will provide essential supportive resources that will serve as building blocks and avenues to enrich the quality of life for veterans. Any other activities that may surface to meet the special needs and comes within the perimeters of public and charitable purposes.
In order for all of these goals to be met, a solid public relations strategy needs to be implemented. Vets4Life is a non-profit that currently has 5 employees. In addition, there is only three platforms of social media established; Twitter, Instagram, and Facebook. Currently Vets4Life has 1,300 followers between all three social media platforms combined. This is a good start considering the size of the business. We would like to do three things; increase revenue, spread awareness, and develop partnerships with other businesses.
Who Are We?
Situation Analysis (SWOT)
Strengths
Has started to establish a following in Fort Collins, Colorado on social media; 1,300 followers (as of today).
Employees are extremely motivated and passionate about helping veterans.
Weaknesses
There is no established website for Vets4Life.
Not a large staff, all employees are students and/or have other jobs.
Does not have a steady/ stable stream of revenue.
Opportunities
Colorado State University has many veterans who are students and would possibly be willing to participate or need services from Vets4Life.
Threats
There have been cases of other non-profits that aspire to help veterans that have been found to commit fraud and have set a bad reputation for other nonprofits with the same intentions.
If expansion needs to occur, Vets4Life may not be able to afford added expenses such as; employment salaries and overhead fees.
Objectives & Audience
What Are Our Goals and Who Are We Reaching?
Increase revenue by 80% by June of 2018.
Generate 1 million media impressions by December 2017.
Partner with 4 other Colorado companies for events by August 2018.
Generate an “iconic” brand that is easily identifiable.
Audience
The primary target audience of Vets4Life are veterans that are returning home from serving in any branches of the military. This includes veterans of all ages that are needing mental, physical, and/or professional support. Those who are transitioning into civilian life make up a large mass of the veterans we support but, veterans who are homeless or have been in need of mental help also make up part of our audience. Vet4Life needs to make connections with the families of veterans as well. Having a strong support system that is grounded is a large component of veterans’ success in transitioning into civilian lifestyle.
Another key audience that Vets4Life is trying to reach is other Colorado business that support veterans’ well being. These businesses could provide third-party endorsement of Vets4Life’s mission.
Strategies
What Is Our Game Plan?
Connect with other Colorado businesses and have them understand Vets4Life’s mission to help support veterans and promote mental health.
Expand media platforms and create posts that are consistent that develop a brand name as well as increase our media engagements.
Increase revenue through partnership events, donations, and merchandise.
Tactics
Arrange for employees to reach out to Cyclebar, Torchy’s Tacos, Pure Bar, CorePower Yoga, Fuzzy’s Tacos, Buffalo Wild Wings, Chipotle, and Cold Stone Creamery. We will pitch the idea of doing a 50% of proceeds night for Vets4Life.
Vets4Life will agree to do all the promotion for the proceeds nights on their social media. This allows the partnering companies to get publicity and marketing for helping a non-profit.
Vets4Life needs to establish a website that provides contacts, about, resources, and merchandising link. Selling shirts, sweatpants, hoodies, hats, and socks with different Vets4Life designs will allow our audience to show their support while still receiving something tangible in return.
Social media posts need to have a consistent campaign theme. Making sure that all posts go out the same time on all platforms (Twitter, Instagram, and Facebook) with the same hashtag #Vets4Life.
Give free merchandise to veterans that Austin Leffel has already helped and have them blog/post about Vets4Life.
Vets4Life on Instagram has created an immense amount of traffic. I started this page in November of 2016 and only a short 6 months later the page has accumulated 816 followers. Promotional posts are spent on the page as well. The analytics for Instagram also allow for users with similar interests to follow our page easier and in turn we can engage with them more frequently.
Behind The Scenes with Our Team
Adding an about section to the social media plans allows the audience to see the human side to this professional organization. Non profit organizations sometime struggle with adding personal touches to their public relations plans. Since all three of these individuals all contribute to Vets4Life in their own way, it is important to highlight their skills and why Vets4Life matters to each of them.
Austin Leffel
Founder & CEO
Austin Leffel, who is 27 years old, founded Vets4Life in February of 2015. Leffel has served two tours in the Marines. He now is receiving his undergraduates degree at Colorado State University in health & wellness as well as business administration. Leffel states, "I started Vets4Life so that other veterans can receive the support they need when transitioning to a civilian lifestyle. Veterans mental health is also at the top of Vets4Life's priority".
Ashley Wiens
Head of Marketing
Ashley Wiens is Austin Leffel's long term best friend and runs the marketing for Vets4Life. She graduated from Colorado State University in 2012 and currently lives in Fort Collins, Colorado. Her passions include fitness competitions and spending as much time in the outdoors as possible. Ashely commented, "I love working for Vets4Life because it allows me to give back to the heroes that put their lives on the line to protect my freedom".
David Wiens
Event Organizer
Father of Ashley Wiens, David is a veteran of the United States Air Force. He is now retired and loves spending his free time golfing and spending time in the mountains. David stated, "Now that I have free time, it is great to focus on the veterans who have recently returned home. Being able to connect the community and have everyone engage in events is a humbling experience. Seeing the faces of the vets family members and their appreciation is also extremely wonderful".
Having a strong website that is easy to navigate is one of the most vital assets for Vets4Life's success. Here users are able to easily see the services that Vets4Life has for veterans. They are also able to contact the non-profit and share their story with them. There is also a direct link to other social media sites that Vets4Life has. One thing that will be added to the site is a merchandise section and donations section where a revenue will be able to stream from. Currently we are waiting on the official government paperwork to go through so that the non-profit can legally take donations and sell merchandise.
Evaluation
In order to evaluate if all objectives were met answer these following questions:
Did 1 million people interact with Vets4Life on social media platforms? Did we generate new followers, comments, likes, mentions?
Were at least 4 partnerships created with other businesses in Fort Collins?
Was there an increase in revenue?
establish networking connections and help Vets4Life contact veterans directly. Implementing this strategic PR plan will uplift Vets4Life brand, revenue, and ability to help veterans as well as promote mental health.
How Will This All Work?
Conclusion
This public relations plan is tailored specifically for Vets4Life. Our goal is for the company to grow and expand while being able to reach more veterans. 22 veterans commit suicide everyday and millions need support while returning home. Vets4Life is a non profit that needs to be known about. Merchandise will allow branding and promote awareness as well as create another stream of revenue. Engaging with the public through social media and events at local “famous” businesses is the best and fastest way to reach our target audience and gain support. Visiting the local VA’s will establish networking connections and help Vets4Life contact veterans directly. Implementing this strategic PR plan will uplift Vets4Life brand, revenue, and ability to help veterans as well as promote mental health.