COMPANY BACKGROUNDER

Veritas Soup Kitchen is not just a free meal center. It is a shelter. It is a guidance program. It is a place for education. We are a nonprofit organization driven by the human desire to see others thrive. Every person who walks through out doors is welcomed with a fresh meal. However, we offer ourselves as resources to ensure that our visitors leave with more hope, less hunger. Our program focuses on three basic human needs: food, friendship, and a future. We are lucky to have an abundance of volunteers who, around the clock, are more than happy to cook, clean, converse, and guide to fulfill each of these needs. As the first threedimensional soup kitchen, we hope to be pioneers for the rest of the worlds major cities. At Veritas Soup Kitchen, we focus on educating through goodwill. Our cooks are mothers, fathers, friends, uncles, and friendshowever, we also utilize another unique method. Three times a week, we invite high school culinary students from surrounding areas into our kitchens. There, the students are still able to learn about the art of cooking from their teachers while using our state-of-the-art equipment while learning valuable skills and lessons that cannot be taught in any recipe book. They are exposed to a world of humanitarianism, compassion, and humility. While we offer delicious meals free of charge to those who need it, we also provide clean bed and showers. Our 8,000 square foot facility is not only a kitchen and restaurant, but a 24-hour shelter. We offer 100 beds for those who need it. We house ten separate restrooms with private showers.

Finally, Veritas Soup Kitchen follows through with providing hope for the future through our career guidance program. We have partnerships with over 50 local businesses, both corporate and small, to guide the unemployed through the process of securing a job. We find our visitors the best match based on history, personality, and interests. We monitor them for the following year to ensure both sides are happy and treated fairly. There are currently over 7,000 homeless persons in the city of Boston. We believe hard work and kindness can accomplish anything, including vanishing this number. We believe in more hope, less hunger. !!!!!" " " " " " " " " " " " " " 1%'22".$),+/,-" 4'%+"5+" 6:;<8"7;79=>:?" C'%+D+AEFB'GF""

#$%"&$%'"()*$%&+,($)-" " .$),+/,"+,".0('),-" " 3'%+"3+" " " 67778"77797777" " @'%+A@'%(,+2B/$&"" "

MEDIA COVERAGE ANALYSIS

Soup kitchens seem to have difficulty in getting media coverage. Because they are so common and often times modest, they fall into the same old soup kitchen category with each other. Searching the term soup kitchen on Google does not provide many riveting results. The most common result seems to be a call to action, asking readers to volunteer to serve meals on holidays. Another popular result is if there is controversy at the soup kitchennegative press. It appears that the soup kitchen must have a unique feature to gain significant exposure on media. This coordinates well with Veritas Soup Kitchen, as it is not just another soup kitchen, but because it has three different dimensions as well as a long list of benefits it offers to the community. !

INDUSTRY COMPETITIVE ANALYSIS

Soup kitchens in Boston do not seem to get much recognition unless it offers a unique trait. For example, the Haley House Soup Kitchen in Roxbury, MA tends to get a bit more coverage than other soup kitchens because it also has its own nonprofit business. The Haley House Bakery Caf contributes all of its profits directly to the soup kitchen. Because it incorporates a business element with the nonprofit, it gains media attention for its innovation. Another well-known resource is Rosies Place in the South End of Boston. Rosies Place is unique for its exclusivity to womenit is a homeless shelter, place for education, and meal distribution center for strictly females. Both places receive positive media mentions, particularly on social media and other online sources such as Yelp. !

! !

! !

PR Plan: November 18, 2013

SWOT Analysis
Strengths
Largest soup kitchen in Boston Free of charge Nonprofit organization Central location No religious affiliation Sufficient financial resources due to wealthy donors and national recognition Large team with skills in business and marketing Career guidance program available to those who seek more than meals Provides volunteer opportunities for those who need hours A firsthand experience opportunity for culinary students at Quincy High School, West Roxbury High School, and Hingham High School

Weaknesses
There will always be more demand than supply High costs to operate No religious affiliation

Opportunities
Well educated, enthusiastic community eager to volunteer and help High loyalty within those who are assisted Segments and appearances on local and national broadcast programs Grand opening aligns with holiday season, creating opportunities for special events Focus on sustainability Inquiries from surrounding businesses and restaurants who wish to help Future internship programs

Threats
Potential loss of interest within donors Staff may grow tired of being unpaid Visitors who may be dangerous or violent towards self or others Availability may not motivate the assisted to seek jobs and guidance, but rather to become dependent Mediocre or low engagement with media

! !

! !

PR Plan: November 18, 2013

GOALS
1. Attract a constant influx of committed volunteers to keep the organization operating 2. Drive awareness of the organization to those in need of assistance 3. Secure jobs for at least 50% of those who visit the soup kitchen !

! !

! !

PR Plan: November 18, 2013

AUDIENCE
1. Print media (newspapers, magazines, online news) Large number of local and national printed publications with significant circulations Useful for recruiting donors and supporters Best medium for presenting financial figures Useful for reaching specific audiences particularly for donations and volunteers through specialized publications Wide availability due to little to no cost of publications results in increasing awareness to those in need of assistance 2. Social media Useful for call to action to enlist volunteers and donations Useful for creating buzz about special events or occurrences Useful for garnering attention from celebrities and big names 3. Broadcast television media Most popular source of news Best way to include visual components, especially those to evoke emotion Useful way to garner maximum exposure to donors, volunteers, and those in need of assistance 4. Broadcast radio media Useful for reaching specialized and segmented audiences Advantageous for exposure to mass numbers of listeners in wide range of locations

PR Plan: November 18, 2013

OBJECTIVES
1. To be featured in The Boston Globe, Boston Herald, Boston.com, and Boston Common Magazine to call volunteers and donors to action by December 15, 2013. Targets: 15% increase in number of volunteers $20,000.00 value of donations (food/cash donations) 2. To be featured in The New York Times, USA Today, Wall Street Journal, CNN.com to call volunteers and donors to action by January 20, 2014. Targets: 20% increase in number of volunteers $35,000.00 value of donations (food/cash donations) 3. To have spokesperson be interviewed on WCVB, CBS Boston, FOX 25, WHDH, and NECN to increase awareness of the organization for those needing assistance as well as volunteers and donors by March 25, 2014. Targets: 35% increase in number of volunteers $55,000.00 value of donations (food/cash donations) 4. To broadcast call to actions and advertisements on KISS 108, JAMN 94.5, Magic 106.7, AMP Radio 103.3, MIX 104.1, and WBZ Newsradio 1030 to maximize awareness and interest by March 25, 2014. Targets: In conjunction with Objective 3 5. To secure jobs for 50% of unemployed regular visitors by May 28, 2014. 6. To offer English as a Second Language (ESL) and basic reading/writing courses by February 28, 2014. 7. To enlist two additional local high schools with culinary programs (for a total of five) to provide services by April 25, 2014.

PR Plan: November 18, 2013

STRATEGY & TACTICS
STRATEGY: More hope, less hunger. Create and execute a controlled media campaign to introduce then increase the awareness and support of Veritas Soup Kitchen to the city of Boston through the use of engaging and creative content on various media outlets. TACTICS: 1. Grand opening ceremony November 28, 2013Thanksgiving Day, 12:30 P.M. to 3:30 P.M. Special guests: Mayor Thomas Menino and Boston Red Sox players Shane Victorino, Dustin Pedroia, and David Ortiz. o Opening remarks by Mayor Thomas Menino o Red Sox players will assist in serving first meals to visitors Special performance by Quincy High School senior class chorus and jazz band at 12:40 P.M, 1:40 P.M, and 3:00 P.M. Story idea: Mayor Menino and Red Sox Stars Welcome Veritas Soup Kitchen, A Three-Dimensional Soup Kitchen 2. Special eventa fundraiser New Years gala December 31, 2013New Years Eve, 8 P.M. to 2 A.M. at Isabella Stewart Gardner Museum Special guests: Mayor Thomas Menino, Mayor-Elect Martin Walsh, Boston Symphony o Opening remarks by Mayor-Elect Martin Walsh, closing remarks by Mayor Thomas Menino o Performances by Boston Symphony throughout the evening Story idea: Bostons A-List Attends a Fundraiser Gala to Benefit the Hubs First Three-Dimensional Soup Kitchen 3. Press releases AP style press releases for both of the major events described above to The Boston Globe, Boston Herald, Boston Common Magazine, Improper Bostonian, Boston.com, and WickedLocal.com to increase exposure to potential donors, volunteers, and those in need at no cost to us. 4. Newsletter Bimonthly email blasts, seasonal printed newsletter (four times a year) o Email blasts aimed at donors and volunteers Features on those who have taken advantage of the job guidance program and have found success

o Example story idea: Peter Fox, homeless for 13 months, finds employment at local Walgreens after coordinating with Veritas Soup Kitchen. Features on extraordinary volunteers, or volunteers with past background similar to those who come in for assistance o Example story idea: Judy Gemini, 61 years old, recalls teenage years and says her past homelessness is now what motivates her to volunteer weekly at Veritas Soup Kitchen 5. Radio Public Service Announcements (PSA) 30 seconds in length To persuade listeners to end poverty by donating and volunteering Broadcasted on: o KISS 108, JAMN 94.5, Magic 106.7, AMP Radio 103.3, MIX 104.1, and WBZ Newsradio 1030 Holiday PSA (November 30, 2013 through January 2, 2014), Winter PSA (January 15 through February 15, 2014), Spring PSA (March 1 through May 1, 2014) STORY IDEAS: 1. Mayor Menino and Red Sox Stars Welcome Veritas Soup Kitchen, A ThreeDimensional Soup Kitchen 2. Bostons A-List Attends a Fundraiser Gala to Benefit the Hubs First ThreeDimensional Soup Kitchen 3. Peter Fox, homeless for 13 months, finds employment at local Walgreens after coordinating with Veritas Soup Kitchen 4. Judy Gemini, 61 years old, recalls teenage years and says her past homelessness is now what motivates her to volunteer weekly at Veritas Soup Kitchen 5. Veritas Soup Kitchen stays open throughout the holiday season to provide warm meals and beds for the homeless

PR Plan: November 18, 2013

TIMELINE
November 2013 November 1st Campaign begins November 2nd Send out media advisory for the grand opening ceremony November 3rd Send radio PSAs to stations to start on the 30th November 15th Have all RSVPs collected, send first email newsletter blast November 21st Start countdown on social media platforms November 28th Grand opening ceremony November 29th Send out press release to local media November 30th Send press kits and recordings to media who missed the ceremony, send second email newsletter blast, start of holiday radio PSA December 2013 December 4th Upload virtual tour video of soup kitchen on website December 10th Have all RSVPs collected for the New Years fundraiser gala December 15th Send email newsletter blast December 23rd Send press release to local media about Christmas event December 25th Christmas special event December 26th Send out press kits and recordings to media who missed the Christmas event December 27th Send out media advisory for the New Years fundraiser gala December 30th Send email newsletter blast December 31st New Years fundraiser gala January 2014 January 2nd Send out press release to local media January 3rd Sent press kits and recordings to media who missed the ceremony, send radio winter PSAs to stations to start on the 15th January 15th Send email newsletter blast, Winter radio PSAs to start January 19th Send press releases to local media about donation goals January 30th Send email newsletter blast February 2014 February 15th Send email newsletter blast February 18th Mail winter newsletter to subscribers February 20th Send spring radio PSAS to stations to start on March 1st February 27th Send press releases to local media about installment of education programs February 28th Send email newsletter blast

March 2014 March 1st Spring radio PSAs to start March 15th Send email newsletter blast March 20th Send press releases to local broadcast media about donation goals March 30th Send email newsletter blast April 2014 April 15th Send email newsletter blast April 24th Send press releases to local media about the addition of two local high school culinary programs who volunteer services at Veritas Soup Kitchen April 30th Send email newsletter blast May 2014 May 15th Send email newsletter blast May 16th Mail spring newsletter to subscribers May 27th Send press release about the number of jobs secured for the unemployed May 30th Send email newsletter blast !

PR Plan: November 18, 2013

BUDGET Total for 6 months: $100,000.00
! SPECIAL EVENTS: 1. Grand opening ceremony at Veritas Soup Kitchen Budget: $15,000.00 2. Christmas event at Veritas Soup Kitchen Budget: $2,000.00 3. New Years fundraiser gala at Isabella Stewart Gardner Museum Budget: $50,000.00 ! MEDIA: PSAs on local radio stations o Cost: Free Features on local broadcast and print media o Cost: Free Twitter o Cost: Free Facebook page o Cost: Free Instagram o Cost: Free Email newsletter o Cost: Free Seasonal print newsletter o Budget: $2,000.00 per season (twice in 6-month period) On-site interviews by local broadcast/print media o Budget: $50.00 per interview (goal: five in 6-month period) " Total = $250.00 ! MISCELLANEOUS: Contingencies o 10% = $10,000.00

TOTAL: $81,250.00 Remaining Amount: $18,750.00

PR Plan: November 18, 2013

EVALUATION Objective 1: To be featured in The Boston Globe, Boston Herald, Boston.com, and
Boston Common Magazine to call volunteers and donors to action by December 15, 2013. Targets: 15% increase in number of volunteers $20,000.00 value of donations (food/cash donations) Objective 2: To be featured in The New York Times, USA Today, Wall Street Journal, CNN.com to call volunteers and donors to action by January 20, 2014. Targets: 20% increase in number of volunteers $35,000.00 value of donations (food/cash donations) Objective 3: To have spokesperson be interviewed on WCVB, CBS Boston, FOX 25, WHDH, and NECN to increase awareness of the organization for those needing assistance as well as volunteers and donors by March 25, 2014. Targets: 35% increase in number of volunteers $55,000.00 value of donations (food/cash donations) Objective 4: To broadcast call to actions and advertisements on KISS 108, JAMN 94.5, Magic 106.7, AMP Radio 103.3, MIX 104.1, and WBZ Newsradio 1030 to maximize awareness and interest by March 25, 2014. Targets: In conjunction with Objective 3 Evaluation: We will need to successfully pitch to the above publications as well as inviting respective reporters to our grand ceremony event. We will keep constant track of the number of volunteers by their application forms and contact information. We will have a number count of volunteers on the first day of our campaign (November 1, 2013) and compare this number to that on December 15, 2013 to measure the increase. We will also have an inventory of donated items by day on which each item was donated to measure the amount we receive. We will also have a separate bank account solely for monetary donations with a database that tells us how much each donor has given. Using these informational reports will allow us to quantitatively measure the increase/decrease in our volunteers and donations. We will continue these measurements on every goal date to find the differences.

Objective 5: To secure jobs for 50% of unemployed regular visitors by May 28, 2014. Evaluation: We will be keeping a database of visitors to Veritas Soup Kitchenthose
who come in for a meal, shelter, or education will be required to fill out an informational form on their first day then continue to sign in at every visit. Through this tactic, we will

be able to measure the number of visitors. When a visitor seeks a job, we will set up appointments with the counselors at the career guidance office, with whom the visitor will have to provide information about him or herself. We will continue to monitor progress through a partnership with the employer, allowing us to quantitatively measure the number of our visitors who have acquire jobs.

Objective 6: To offer English as a Second Language (ESL) and basic reading/writing

courses by February 28, 2014. Evaluation: We will seek volunteer teachers then implement the courses by the written date. We will start with one course in each subject. We will send press releases about these additions at the start of March.

Objective 7: To enlist two additional local high schools with culinary programs (for a
total of five) to provide services by April 25, 2014. Evaluation: Although we already have partnerships with Quincy High School, West Roxbury High School, and Hingham High School, we will open the opportunity for two additional partnerships with local high schools with culinary programs who are interested after media exposure. We will begin an application process, evaluate the candidates, then choose two additional high schools to partner with starting in Fall 2014.

Topic Fact Sheet: Yera Ha, Version 1, November 18, 2013

VERITAS SOUP KITCHEN FACT SHEET

Veritas Soup Kitchen What it does Acts as a shelter for sleep and showers, provides meals to those who cannot afford to eat, offers a career guidance program, through which the unemployed can seek and secure jobs appropriate for their skill level. Homeless shelter, soup kitchen, career guidance program, volunteer opportunity, basic education courses, culinary program for high school students. Heated home-like environment for the homeless, healthy, warm meals for the impoverished, clean showers to benefit well-being, expert guidance on basic level-entry jobs, education for those who need it, unique culinary education and volunteer opportunities. The homeless, the unemployed, the impoverished, anyone who seeks support, high school students, anyone with free time, anyone who wishes to make a difference in their city. Nonprofit organization N/A For anyone in need. None #####

Features

Benefits

Who its for

What can you do with it? Selected Customers Platforms Pricing

Spokesperson Bio: Yera Ha, Version 1, November 18, 2013

JAMIE AGUALOT CEO of Veritas Soup Kitchen

Jamie Agualot was homeless for a bit over three years as a young adult. After escaping her abuse-ridden home, Jamie made her way to Boston, the city she had dreamt of living in since she was a child. She had graduated high school at the top of her class with offers to attend several Ivy League schools, but found herself living on the streets instead. After working several grueling jobs, taking advantage of the few resources offered to the homeless, and finding luck in meeting some kind, intelligent, and wellconnected people, Jamie rebuilt her life in the Hub. It has been several decades now and she has earned more than enough for a comfortable lifestyle. However, Jamie refuses to sit back. A setter of high goals, she is on a mission to completely abolish homelessness in the city that gave her ample opportunity when she had nothing. Jamie Agualot earned a bachelors degree in psychology at Harvard and a dual masters degree in both business and social work at Harvard Graduate School at the age of 28. Since then, she has been nationally acclaimed for her autobiography as well as her expertise on psychology. She is a locally recognized face as she is often featured as a columnist in The Boston Globe while also being known for being one of the citys most gracious philanthropists. #####

FOR IMMEDIATE RELEASE

Contact at Veritas: Yera Ha (617) 555-5555 yeraha@veritas.com Press Contact: Vera La (617) 555-5556 verala@veritas.com

VERITAS SOUP KITCHEN TO OPEN ON NOVEMBER 28

Veritas Soup Kitchen, A Three-Dimensional Soup Kitchen, Homeless Shelter, And Career Guidance Program, To Open On November 28, 2013 With Special Guests Mayor Menino and Red Sox Players
BOSTON, MASS. November 18, 2013 Veritas Soup Kitchen, a threedimensional soup kitchen with a free meal center, homeless shelter, and a career guidance program, will hold its grand opening ceremony on Thanksgiving Day, November 28, 2013 from 12:30 P.M. to 3:30 P.M with special guests Mayor Thomas Menino and Boston Red Sox players Shane Victorino, Dustin Pedroia, and David Ortiz. The event is open to the public and is free of charge. The soup kitchen is located at 60 Washington Street in Downtown Crossing. Veritas Soup Kitchen is a two-story, 8,000 square foot facility with a full-size, state-of-the-art kitchen, 100 beds, and 10 separate restrooms with private showers. It is open 24 hours a day and is secured by volunteer guards. The soup kitchen is a nonprofit organization founded and led by well-known Boston philanthropist, Jamie Agualot, age 43. The organization is completely donation and volunteer operated.

-- MORE --

The lunch hours at the soup kitchen are managed three times a week by local high school culinary programs. Quincy High School, West Roxbury High School, and Hingham High School participate in the hands-on, volunteer credit program. The other meals are prepared and served by local volunteers of all ages. The career guidance program is managed by volunteer social workers. Veritas Soup Kitchen has partnerships with over fifty local businesses, both small and corporate, to secure jobs for those who are unemployed. The candidates must fill out applications to find the best fit. Veritas Soup Kitchen monitors the newly employed for a years time to ensure satisfaction between both parties.

#####