Hawaii Together
Communications Plan
Purposes for Hawaii Together:
· Improve integration between faith-based and social service communities to rapidly and efficiently meeting emotional, physical and spiritual needs in Hawaii’s Communities.
· Increase awareness among constituents of services available and opportunities to share with and care for each other
· Inspire ministry leaders, pastors and individual within separate faith communities to pray for, give to and participate in the needs of local communities.
· Improve morale and community spirit when key indicators show a decline or steep drop.
· Present a united front between state and local government leaders working together.
Objectives
Summary:
1. Define the list of achievable outcomes
2. Design and test a Faith-based/Social Service Cooperative Plan
3. Prepare and launch a Hawaii Together Communications Campaign
Funding Summary:
|
|
Basic Support |
Radio |
Leaflets |
Concert |
Total |
|
Cash |
$ 53,500 |
$ 43,000 |
$ 4,000 |
TBD |
$ 103,500 |
|
In-Kind |
$ 22,000 |
$ 110,500 |
$ 40,000 |
TBD |
$ 172,500 |
|
Total |
$ 75,500 |
$ 153,500 |
$ 44,000 |
TBD |
$ 276,000 |
Achievable Outcomes
in the Next 90 Days
Improve integration between faith-based and social service communities to rapidly and efficiently meet emotional, physical and spiritual needs in Hawaii’s Communities.
Increase awareness among constituents as to services available and opportunities to share with and care for each other.
Inspire ministry leaders, pastors and individuals within separate faith communities to pray for, give to, and participate in the needs of local communities.
Improve morale and community spirit when key indicators show a decline or steep drop.
Present a united front between state and local government leaders working together without an overt political edge or angle.
Forge a working partnership between Hawaii’s faith-based community, its social services providers and key players in government, education, industry, the funding community and industry willing and able to lend their aid. A suggested partnership process includes the following:
Create a communications plan that informs, inspires, educates and encourages.
Launch: Monday, January 7, 2002
Format: A 4-5 minute spot. Upbeat and timely, light on the preaching heavy on the story-telling and examples of helping. Create an original musical Intro and Out and tie in the subject form each show into the leaflet and column tactics.
Airings: All stations at the same time each Monday, with subsequent repeat airings of the same segment at different times on each island.
Host: Dan Chun. After first five episodes introduce new local “voices”, then guest celebrity voices.
Message: Each segment communicates hope, practical tools, and encouragement to act and pray.
Sponsor: After first airings, seek an exclusive business sponsor, perhaps a grocery store chain
Launch: Saturday, January 12, 2002
Format: Column of 500 words
Frequency: Every Saturday
Writer: Dan Chun
Message: Every column should amplify the Monday theme aired earlier that week on radio and in the leaflets
Placement: Op/Ed in the Advertiser and neighbor island papers
Grocery bag leaflets
Launch: Friday, December 14, 2001
Format: Leaflet size, 2-color, front & back, HT banner
Frequency: Every week. Leaflets arrive at grocery stores Thursday night for distribution Friday and Saturday
Host: No one host. The writer and editor build a base of contributors
Message: Practical tips, directions, how-to’s, advice, helpful websites,
Launch: February 2002
Format: Town Hall Style meetings to both listen to constituents and share information
Host: Local hosts, TV or radio personalities
Message: We want to hear your concerns and give answers
Timing: Each area has different needs and concerns, so
timing will be driven by locale
Launch: January, 2002
Format: Two-hour benefit concert featuring Hawaiian Artists
Host: Governor and Mayors
Message: Kickoff of Hawaii Together
Production: Local Celebrity Musicians, TV anchor host, Locally produced, Outdoor location
Cost: TBD
Launch: February, 2002
Format: 45 minute “school Assembly” program
Producer: TBD
Message: We need each other
Production: TBD
Cost; TBD
Staff:
Administrator ($2,500 x 3 months) $ 7,500
Contract writer ($6,000 x 3 months) $ 18,000
Subtotal $ 25,500
Counsel for 501(c)3 filing and audit $ 4,000
Agency Counsel ($6,000 x 3 months) $ 18,000
Summit Expenses ($1,000 x 5) $ 5,000*
Benchmarking and monitoring studies ($2,000 x 3 months) $ 6,000
Office:
Rent, Utilities, etc. $ 9,000
Equipment, desks, chair $ 3,000
Supplies, stationary, etc. $ 3,000
Meetings, meals, space, rentals $ 1,000
Recognition $ 1,000
Subtotal: $ 17,000*
Total $ 75,500
* Indicates an item that can be donated in-kind
Airtime ($7,000/ week x 4 weeks) $ 28,000[1]
Studio ($500/week x 6 weeks) $ 3,000
Initial production $ 6,000
Subtotal $ 29,000
Website support ($2,000 x 3 months) $ 6,000
Advertising to promote the spots
Ad artwork and discs $ 10,000
Ad buys ($12,000 x 3 months) $ 36,000
Grocery bag leaflets
Design $ 1,500*
Printing (200,000 x $.30) $ 60,000*
Shipping $ 3,000*
Subtotal $ 110,500
Total Radio $ 153,500
Copy editing ($200 x 4 weeks) $ 800
Design (2-color desktop $800 X 4 weeks) $ 3,200
Printing (100,000 x $.07 x 4 weeks) $ 28,000*
Shipping (xx stores x 4 weeks) $ 12,000*
Total Grocery Bags $ 44,000
* Indicates an item that can be donated in-kind
Addenda
Background:
September 11th shook America’s sense of security in ways not known since Pearl Harbor. A vulnerability to terrorist menaces in our cities and within our communities threatened to overtake the spirit of freedom most Americans assume, and disrupted life in ways that have not been fully felt. The timing of the shock sent financial markets -- already soft despite nine consecutive interest rate cuts, into a tailspin. Consumer spending that has been the engine of the largest economic expansion in US history hit the skids. A recession of two-to-four business quarters is expected, with a “soft bounce” of recovery for most sectors and regions. The recently released Index of Leading Economic Indicators (10/22/01 LEI) strongly suggests a recession through summer 2002 or longer.
Hawaii has begun to suffer the effects of slowed spending in several of its major industries, most noticeably Tourism -- and in all the allied industries that support it (hotels, restaurants, airlines, entertainment, land tours, charters, conferences and event planning). Unemployment has already taken a jump with new filings hitting record levels over the past three weeks. Statewide, a season of layoffs is expected to continue into Christmas. Fourth quarter tax revenue can expect to drop due to declining payrolls, declining sales tax revenue, and declining hotel tax income.
While declining tourism revenues grab some of the headlines, it’s only one of the factors adding fuel to a crisis in island morale:
In response to this crisis and in anticipation of needed capacity to manage fear and uncertainty, the Governor asked Susan Au Doyle and Dan Chun to co-chair a morale and community building committee for Hawaii. Its charge is simple and two-pronged: connect those in need with real help, and provide messages that encourage, heal and inspire hope.
Assumptions:
There are some givens that we understand as landmarks on an otherwise open canvas:
· The Governor does not want Hawaii Together to convey political messages or use political spokespeople.
· The Governor has asked Susan Au Doyle to lead the mustering of social service organization support and involvement and Rev. Dan Chun to lead the message generation portion. Each group will be working with teams, Dan’s being a small team of professional advisors drawn (based on expertise and compatibility) from industry, non-profit, and government sectors.
· State Government’s resources will be made available to achieve the plan, recognizing the give-and-take involved in a crisis and the competing priorities at any given moment.
· The Governor has committed to find the first $100,000 to launch this effort. He has further committed to convene and ask industry leaders, state workers, and media leaders for their help and donations to achieve the campaign’s results.
· The faith-based community is both diverse and potentially fractured. Rev. Chun’s leadership derives from his standing within the Evangelical Christian community. His role will of necessity need to straddle theological differences, seek for inclusion, while not undermining his position as a pastor and a Christian.