Community Action Inc.

of Central Texas
Strategic Communication Plan Proposal

Executive Summary
TO BE COMPLETED AFTER PRIMARY RESEARCH IS COLLECTED

Statement of the Problem/Opportunity

Community Action Inc. of Central Texas is faced with the lack of a brand for the agency, limited
awareness of its programs and services and a lack of broad community financial support. At the same
time, the organization is embarking on an exciting period of growth in which it is possible to better
position the agency, to promote its programs and to gain financial support for a capital campaign to
build a new facility in partnership with other nonprofit organizations.

Situational Analysis
Community Action Inc. of Central Texas has remained a staple in area during the past 50 years by
meeting early childhood and adult education needs, health and senior services, job training and utility
financial assistance. During its tenure, Community Action Inc. has grown in its reach and serves 11
counties in Central Texas. The recent growth has afforded the organization an opportunity to take the
next step to serve the community by partnering with other nonprofit organizations in order to be
housed together under one roof in a new facility.
Still, a lack of awareness about Community Action Inc. of Central Texas is the result of several factors.
First, the organizations commonly-used name contributes to confusion about its brand. Because many
Community Action Agencies were established through the Economic Opportunity Act in 1964, confusion
about the Central Texas organization remains. Next, Community Action Inc. is often primarily associated
with the San Marcos-Hays County area despite the fact that the organization serves 11 counties and has
facilities throughout Central Texas. Finally, some of the organizations own employees identify
themselves as employees of Head Start or other programs rather than as employees of Community
Action Inc. A lack of awareness about Community Action Inc. of Central Texas in the 11-county area

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stems from these same misperceptions with a result that the organization does not have a
distinguishable brand.
The good news is that there are prime opportunities to raise awareness about Community Action Inc. of
Central Texas. The long history of the organization and its ability to remain solvent during economic
downturns is commendable. Community Action Inc.s commitment to serving a large number of
communities in Central Texas is another opportunity for growth not only in awareness but also to raise
financial and volunteer support for the organization. Finally, more opportunities exist in the area of
branding and promoting Community Action Inc. of Central Texas through social media, electronic media
and print media.

SWOT Analysis
Strengths

Solid financial footing

Long history of the organization
Few competitors
Established newsletter
Partnerships with other
organizations
Clients who appreciate the
organization
Wide geographic area of potential
audiences and potential
supporters

Weaknesses

Opportunities

Social media, electronic media and

print media in a wide geographic
area
Large area for audience, donor and
media support
Proximity to Texas State University
campus
Assistance from public relations
students at Texas State University
New management at San Marcos
Record
Google ads

Name of the organization

Lack of social media and other
media awareness
Lack of audience awareness of the
organization outside Hays County
Lack of employee awareness of its
own brand
Lack of a brand to distinguish the
organization from other similar
agencies
Need for funding for capital
campaign for building

Threats

Leadership slow to change

Politics and controversial issues
make it a necessity to be politically
correct about some topics
Bureaucratic tendencies typical of
government-related agencies
Other agencies may receive
broader support in other counties
if this organization does not step
up to the plate

Background Research
Community Action Inc. of Central Texas

Client Archives
Community Action Inc. of Central Texas is currently celebrating its fiftieth anniversary as a non-profit
organization. Community Action Inc.s website has the phrase Developing Opportunities as the tag line
underneath the name of the organization. The phrase sums up the purpose of the organization.
Underneath is a link that explains the agency is celebrating its 50th anniversary of the War on Poverty.
The website has different sections for all of the different services the agency provides including adult
education, Head Start, utility assistance, senior citizen services, primary health services, and job
training.. The website is organized into sections including: About Us, Services, Stories, and News and
Events. The About Us tab links you to a page where the agency explains is mission, which is to develop
opportunities. It also lists the organizations objectives, with one objective to ensure that all low-income
men, women and children have access to health care. The About Us tab also provides links to the
board of directors, the service area, an organizational chart that shows the ranks of employees, and
what working with Community Action Inc. means.
Our clients mission is to develop opportunities and for people and communities to realize their
potential. The agency offers many services including adult education, Head Start, a variety of health
services, family planning and services for senior citizens. The adult education services assist low-income
adults with the ability to receive a degree. These services include General Education Development
(GED), English as a Second Language (ESL) classes and job training. Head Start is a program that focuses
on early-childhood students and their ability to learn, grow and succeed. In fact, there is a flyer on the
agencys website that provides information about eligibility and services. The health services range from
prescription help to health screening. Additionally, the family planning services provides birth control,
pregnancy testing and other check-ups. Lastly, The senior services provide senior citizens with
opportunities to pursue mutual interests and participate in recreational activities that enhance quality
of life, support independence and encourage continued involvement in and with the community.
Community Action of Central Texas Inc. also is also active in the social media department. The agency
has a Twitter, Facebook and Instagram. The organizations Twitter handle is @CommActionInc which
is updated daily. The tweets mostly contain information pertaining to health, education and community
services. So far the agency has produced 57 tweets, following 89 accounts and has 39 followers.

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As for Instagram, the agency does not have many pictures posted because they have not been on
Instagram very long. The agencys Instagram account on has 12 followers, so that number should
definitely increase throughout the duration of this campaign. The Instagram seems very consistent with
their brand, promoting the opportunities they present for people to reach their potential. They have a
graphic with their phrase One Family. One Agency an example of what their agency can do for
people. Their latest Instagram post is a picture of a senior man with a teddy bear that he received at
Community Action Inc.

Mass Media
1. http://www.statesman.com/gallery/lifestyles/agustina-mandujano/gCGBx/#4160956

2.

3.

4.

5.

This article from the Austin American Statesman is about a woman named Augustina
Mandujano who has breast cancer. The article discusses her daily struggles, her family life and
her journey as she fights against breast cancer. In October 2013 she received her second
mastectomy and hysterectomy, and has still not been able to work. She now relies on the help
of family as well as from Community Action of Central Texas Inc. This article definitely shines a
positive light on the organization and shows the little ways in which they give back to the
community.
http://smmercury.com/2008/06/29/from-community-action-inc-fans-can-hurt-not-help-inextreme-heat/
Community Action Inc. has had an impact on the San Marcos community for years.. This article
was written during the summer of 2008 when Texas citizens were suffering from the heat.
Efforts to beat the heat had serious consequences, but Community Action Inc. stepped in and
assisted low-income families with their utility bills.
http://smmercury.com/2012/06/05/komen-grant-funds-community-action-cancer-program/
In 2012 Community Action Inc. was allotted almost $200,000 to their cancer program from the
Susan G. Komen for the Cure Foundation. The organization assists women who have been
diagnosed with breast cancer by helping them through the health care system. This grant allows
the organization to help three other surrounding counties as well.
http://www.statesman.com/news/lifestyles/health/free-mammogram-resources-1/nRg4f/.
The article lists free local mammogram resources. Community Action Inc. of Central Texas Breast
Cancer Team is listed second. The article states that the team provides education, screening,
diagnosis, case management and more. This is definitely a positive mass media reference to the
agency.
http://www.statesman.com/news/lifestyles/season-for-caring-your-giving-changedlives/nWNgt/
An article from the Austin American-Statesman is titled, Season for Caring: Your giving changed
lives. The story talks about a woman affected by a charity hosted by the paper. It states that
Community Action of Central Texas Inc. is the agency that nominated the woman for assistance
and was attempting to help her find a new mobile home through donations. This is another
positive reference about the company found in mass media.

Case Studies
The Ronald McDonald House Charities for New Mexico Case Study is similar to our clients work because
they are providing programs for families who have ill children with resources that are needed. Primary
programs include a respite room in the hospital, and a house near the hospital that offers overnight
lodging, meals, laundry and much more. Volunteers put on these programs. The volunteers would also
help run the Family Home that is near hospitals where the kids are sick. Some of their duties include:
front desk, housekeeping, and also fundraising ideas to keep the program running. This case study is
similar to the work of our client because it is a non-profit that focuses on the well being of the

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community.
(http://www.reimaginingservice.org/sites/default/files/Ronald_McDonald%20Case%20Story_Final.pdf)

Internet Sources
The Internet turned up very little about Community Action, Inc. of Central Texas. The only Internet
sources that appeared are newspaper articles, one from 2012 and one from 2014. A sole external social
media post on twitter, occurred in August from Susan G. Komen Austin office about being a community
supporter for the 2014 Hope for the Cure. Supporting another nonprofit is good press, so there is a small
online presence and its good that negative press is absent.
On the website for the Texas Association of Community Action Agencies (tacaa.org), there is a page that
lists the community action agencies in Texas in alphabetical order by headquarter city. Community
Action Inc. of Central Texas is on this list and a link to their website is provided. This is positive for the
organization because it means that Internet searchers have more opportunities to find their website.
Also, we could get ideas from the websites of other community action organizations listed.

Government Sources
A fifteen-member volunteer board of directors governs Community Action Inc. Five members are
publicly-elected officials or their designees. Five are representatives of low-income communities, and
five represent the private sector. Today CAI employs 247 individuals and has an operating budget of
over eleven million dollars.
Community Action, Inc. opened its first Head Start program (one of the first in the nation) in the
community of Kyle in Hays County in the summer in 1965. Since that time, it has grown into a large
integrated health, education, and human services agency that provides a multitude of services across 11
counties in Central Texas. It now operates 14 federal government funded Head Start and Early Head
Start centers in Hays and Caldwell counties. This program is a multi-faceted partnership involving the
federal government, Community Action Agencies, local education resources in Texas, social service and
health organizations. Some of the funding for the agencies comes from the government and much more
comes from donations. Utilizing volunteers is especially important to Head Start because each hour
volunteered for the program counts as $9.00 toward their nonfederal monetary goal. Just one individual
who volunteers for two hours each week can raise $432 in one semester.
San Marcos Electric Utility plan provides assistance to income-qualified families, elderly on a fixed
income, or disabled on a fixed income. The plan is funded by the City of San Marcos. Note that it is
intended only for San Marcos Electric Utility customers.

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In 2009, the Texas Department of Housing and Community Affairs (TDHCA) announced a $50,000 award
to help a San Marcos-based nonprofit organization offer an innovative program that will help the areas
low-income residents transition toward greater self-sufficiency.
The American Recovery and Reinvestment Act (ARRA) of 2009 commonly referred to as the stimulus
package through the federal Community Services Block Grant (CSBG) Program, previously funded the
program. However, all ARRA block grant services were to be provided on or before September 30, 2010.
Under ARRA guidelines, Community Action Inc.s funding for this initiative ended. The award is under
TDHCAs CSBG Program and represents a portion of the states annual allocation from the federal
government. The department set aside this funding specifically to ensure the continuation of 11 highly
regarded projects previously funded under ARRA CSBG, including the job training program offered by
Community Action Inc. of Hays, Caldwell and Blanco Counties.
Community Action Inc. is a 501(c)3, which means it is a public charity. It receives a substantial portion of
its revenue from the general public or from government. In order to remain a public charity (and not a
private foundation), a 501(c)(3) must obtain at least one third of its donated revenue from a fairly broad
base of public support. Public support can be from individuals, companies and/or other public charities.
Donations to public charities can be tax deductible to the individual donor up to 50 percent of the
donors income. Corporate limits are generally 10 percent. In addition, public charities must maintain a
governing body that is mostly made up of unrelated individuals.
In its 2011 session, the Texas Legislature cut the states family planning program by two-thirds.
Community Action Inc. of Central Texas lost all state funding, causing family planning clinics in Round
Rock and Elgin to close. Now the remaining two clinics in Lockhart and San Marcos are in a precarious
financial situation because they rely almost entirely on funds from the Womens Health Program.

University/Scientific Studies
1. http://libproxy.txstate.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&
db=bth&AN=35052627&site=eds-live&scope=sit
In the Texas State library database there is a study about how a small businesss human
resource department can influence the growth of a particular company. The article
investigated how business growth can increase as a result of proper training and employee
relations within the company. This isnt specific to human services businesses or non-profit
organizations; however, I think the conclusions and studies from this article can be
generalized to a client such as ours because I think all of the findings can be related back to
our client and how good employee relations and training can better the organization.
2. http://libproxy.txstate.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&
db=bth&AN=79301958&site=eds-live&scope=site
Additionally, this article looks at multi-tier system in human services and the different
ways human service organizations and non-profits can collaborate with other groups to

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increase their chances of funding and buzz about themselves. The article explains how
important it is for human services to collaborate with others in order to survive and be
beneficial.
3. http://www.prsa.org/Intelligence/PRJournal/Documents/2014WrightHinson.pdf
This study, found on the Public Relations Society of America's website under the Public
Relations Journal, Vol. 8, No. 2., discusses how social media is changing the way public
relations is practiced. It found that Twitter and Facebook are the most accessed new
medium for public relations. It also found there is more support for using blogs and other
new emerging social media to strengthen a company's public relations practice. Actively
using various social media can enhance our client's public relations.

Audiences/Key Publics/Opinion Leaders

Community Action, Inc. of Central Texas has a variety of audiences and key publics that will be targeted
in the three objectives that will be established for this project. The project will focus on opinion leaders
such as current and potential donors, business owners, media reporters and editors, government
officials and leaders of other nonprofit agencies. In addition to the above opinion leaders, other key
publics are clients, employees, staff, volunteers and the community at large.

Clients
Employees/Staff
Current donors
Volunteers
Business owners in 11-county area
Media
Government officials
Leaders of other nonprofit organizations
Public

Primary Research
TO BE COMPLETED LATER

Research Conclusions

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TO BE COMPLETED AFTER PRIMARY RESEARCH IS COMPLETED

Overarching Campaign Proposal

Strategic Communication Goal
Community Action Inc. of Central Texas overall strategic communication goal is to be an organization
that is widely recognized and visible in the Central Texas area for services that include: early and adult
education, job training, health and senior services, and utility financial assistance.

Theme
Developing opportunities

Key Messages
Community Action Inc. of Central Texas develops opportunities for people and communities
Community Action Inc. of Central Texas encourages people to realize their potential
Community Action Inc. of Central Texas is one family, one agency

Communication Channels
Social Media
Facebook
Twitter
Pinterest
Web
Website
http://communityaction.com/
Electronic Media/TV
KEYE Austin, CBS Affiliate

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KVUE Austin, ABC Affiliate
KXAN Austin, NBC Affiliate
Electronic Media/Radio
KTSW 89.9 Indie
KLBJ 93.7 Classic Rock
KNCT 91.3 Easy Listening
KUTX 98.9 Adult Alternative
Print Media
The University Star
The Mercury
The Record
Community Impact
Austin American Statesman
Hays Free Press
Llano County Journal
Daily Tribune
The Austin Chronicle
The Daily Texan
Austin Daily Herald
Non-Media
Fliers
Posters

Objectives, Strategies, Tactics, Logistics

Objective 1. To bring together 100 staff members, employees and community members in order to
recognize Community Action Inc. of Central Texas, its staff, employees and volunteers for their 50 years
of service to the organization and to the Central Texas community.
Evaluation: A minimum of 100 attendees, including staff, volunteers and community members, attend
the event. Attendance will be counted by the organizations representatives.
Strategy: Community Action Inc. of Central Texas hosts an All Staff Day / Community Picnic
Tactics/Activities:

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Produce and distribute a video that communicates Community Action Inc. of Central Texas
mission to help people realize their full potential.
Design and distribute posters that promote All-Staff Day near relevant places (ex. Schools,
health care facilities, other non-profit organizations, etc.).
Use Twitter, Facebook and Instagram to promote the event using hashtags and links effectively.
Compose a media release and distribute it to area newspapers, television stations and radio
stations.
Send an informative email to staff, community members, local-businesses and other non-profits.
Create and distribute a feature story relevant to the event and include it in the newsletter and
email.
Design and distribute invitations to key opinion leaders and government officials in San Marcos
and surrounding communities.

Logistics
Expenses:

Video Camera and editing donated by Texas State University Public Relations Team
Posters, Fliers Printing by Texas State University Public Relations Team
Newsletter feature story No expenses
Press Release No expenses
List Serve Invitations No expenses
Social Media posts No expenses

Staff:

Community Action Inc. of Central Texas Staff, Employees, Volunteers and Texas State
University Public Relations Team

Timeline:

Now through October 25, 2014

Objective 2: Raise $3,500 from potential donors for programs and gain community awareness for
Community Action Inc. of Central Texas.
Evaluation- Reaching the $3,500 goal.
Strategy: Planning and hosting a crawfish boil
Tactics/Activities

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Use Twitter, Facebook and Instagram to promote the event using hashtags and links effectively.
Design and distribute posters that promote the crawfish boil near relevant places (ex. schools,
health care facilities, other non-profit organizations, etc.).
Host pool tournament
Media
o Radio, Commercial, advertising the crawfish boil
o Create Press release or press release kit (spices and bibs with advertising on it)
o Use Twitter, Facebook and Instagram to promote the event using hashtags and links
effectively.
Donors
o Direct mailing campaign- email, telephone calls
o Use Twitter, Facebook and Instagram to promote the event using hashtags and links
effectively.
o Design and distribute posters that promote the crawfish boil near relevant places (ex.
schools, health care facilities, other non-profit organizations, etc.).

Logistics
Expenses:

Posters, Fliers Printing by Texas State University Public Relations Team

Press Release No expenses
Press kit Printing and spices expenses
List Serve Invitations No expenses
Social Media posts No expenses

Staff:

Community Action Inc. of Central Texas Staff, Employees, Volunteers and Texas State
University Public Relations Team

Timeline:

Now through March 21, 2015

Objective 3: To raise funds from potential supporters to build a new facility that houses Community
Action Inc. and three other related organizations.
Strategy 1: To inform the media about the capital campaign in order to reach potential donors
Tactics/Activities

Press release
Use Twitter, Facebook and Instagram to promote the event using hashtags and links effectively.
Produce and distribute a video that communicates Community Action Inc. of Central Texas
mission to help people realize their full potential.

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Email list serve

Logistics
Expenses:

Video Created by Texas State University Public Relations Team

Press Release No expenses
List Serve Emails No expenses
Social Media posts No expenses

Staff:

Community Action Inc. of Central Texas Staff, Employees, Volunteers and Texas State
University Public Relations Team

Timeline:

Now through June 2015

Strategy 2: To educate the public about the capital campaign

Tactics/Activities

Generate and distribute literature (informative pamphlet or PDF, newsletter)

Participate in local charity events
Host fundraising events to generate awareness
Press release
Social media posts about campaign
Tweak informative video to cater to public
Add a donate button to their website so anyone can donate money with one click

Logistics
Expenses:

Video Created by Texas State University Public Relations Team

Press Release No expenses
Literature No expenses
Social Media posts No expenses

Staff:

Community Action Inc. of Central Texas Staff, Employees, Volunteers and Texas State
University Public Relations Team

Timeline:

Now through June 2015

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Strategy 3: To inform potential and current donors or sponsors about the need for funds through a
comprehensive capital campaign
Tactics/Activities

Direct mail solicitation (for current donors)

Email list serve
Social Media
Have the Executive Director speak at internal and external events, radio shows, put a face to the
name
Coordinate a luncheon for all four organizations to come together
Tweak informative video to cater to donors
Start a crowdfunding campaign
Add a donate button to their website so anyone can donate money with one click
Create Pinterest boards for various programs offered and brand image

Logistics
Expenses:

Video Created by Texas State University Public Relations Team

Press Release No expenses
List Serve Emails No expenses
Social Media posts No expenses
Luncheon Expenses for Community Action Inc.

Staff:

Community Action Inc. of Central Texas Staff, Employees, Volunteers and Texas State
University Public Relations Team

Timeline:

Now through June 2015

GOVERNMENT OPINION LEADERS

U.S. Representatives

Lloyd Dogget (Caldwell/Hays)

Michael McCaul (Fayette/Lee)
Blake Farnthold (Caldwell)
John Carter (Williamson)
Michael T. McCaul (Bastrop)

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U.S. Senators

Ted Cruz
John Cornyn

Texas State Representatives

Lois Kolkhorst (Fayette)

Tim Kleinshmidt (Caldwell/Austin)
Bill Flores (Lee)
Marsha Farney (Williamson)
Larry Gonzales (Williamson)
Tony Dale (Williamson)
Tim Kleinschmidt (Bastrop)

Texas State Senators

Glenn Hegar (Fayette/Katy)

Judith Zaffirini (Caldwell)
Charles Schwertner (Georgetown)
Kirk Watson (Bastrop)

Texas Mayors

Lee Leffingwell (Austin)

Daniel Guerrero (San Marcos)
Barron Casteel ( New Braunfels)
Todd Webster (Kyle)