OVERVIEW
This communications plan was developed for a DC-based nonprofit that needed to increase its visibility. Research was at the core of this project to ensure effective, lasting results. Proposed solutions focus on stronger messaging, positioning, and targeting.
CLIENT:
District of Columbia
Forensic Nurse Examiners (DCFNE)
​
patient-centered forensic nursing care to survivors of sexual assault and domestic violence
PROBLEM
The organization's outreach primarily focused on its services:
"This is what we do;
this is how we can help you."
While this information is important, it is not always relatable. The message may be acknowledged, but not stored.*
As a medical nonprofit, missed connections mean missed opportunities to reach both potential donors and potential patients.
*
SOLUTION
DCFNE must create opportunities for people to connect with it, outside of needing its services.
STRATEGY:
IDEA:
1
Influence behavior by appealing to beliefs and values.
FOCUS:
Community
Empowerment
Education
2
MESSAGE:
We are all
in this together
3
Rather than focusing on
what the organization does,
focus on why the organization
does what it does.
]
TARGETS:
ages 24 to 38
ages 18 to 23
ages 13 to 17
IN ACTION
Spark conversations on social media through video content. Create a “people like me” reaction by letting targets be the faces of these videos.
ONLINE
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EVENTS
Meet them in person. Appeal to their desire to support charitable causes, plus their interest in community building.
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SCHOOLS
Universities and high schools offer reach.
University
Get the right messages out by providing social media content and working with university officials to build/send campus-wide emails.
​
Let students be involved by working with different departments to identify project opportunities (a graphic design contest, an art installation, a video project, etc.). Ultimately, this provides pro bono material.
High school
Establish a presence by making presentations, getting involved with sex education programs, and providing talking points to guide discussions.
Take things a step further by providing guardians with a downloadable guide to help navigate “the talk” at home.
