Strategic Communications Plan 2018

By: Zoe Zajac

Beyond Violence is a private, non-profit organization. Its mission

is to provide support and safety to victims of domestic violence
and sexual assault; eliminate personal and institutional violence;
and offer direct services, educational programming, systems
advocacy along with adult and child counseling. Beyond Violence
houses and supports victims along with bringing the community
together through education and special events.

Beyond Violence Strategy 1

Table of Contents

Objectives……………………………………………3-4

Key Publics…………………………………………..4

Recommended Tactics……………………....……….5-7

Timetable…………………………………………….8

Key Message Matrix…………………………………9

Beyond Violence Strategy 2

 OBJECTIVES
1. Update social media and communications involvement more in the next 6
months
2. Reach out to at least 5 local businesses or organizations to raise
awareness with possible victims of violence

3. Gain 10 new, local, regular donors in 2018

4. Raise awareness and coverage of upcoming 2018 events and the 2019
gala
5. Increase donations of household items in 2018 to avoid urgent situations at
the Beyond Violence Shelter.

1. Currently Beyond Violence runs an Instagram page, a Facebook

page, and has its own website. On these platforms they post and
communicate a few times per month. While these sites are updated
occasionally they are not given as much attention as they should.
Beyond Violence gains awareness and attendance at their events
through Facebook sharing. This is fairly successful, but the events
are the only aspects that gain attention.

2. Beyond Violence is involved with several of Berwick’s local

businesses and non-profit organizations, but they would like to reach
out further into the community. Donations are not the only thing that
Beyond Violence needs, even though it is important. They need to
include themselves in the local network of resources for victims of
violence.

3. Potential donors vary from local businesses and organizations to

citizens of Berwick who are looking to improve their community and
help those in need. Beyond Violence currently takes donations on
their website, through events, and donations of everyday products to
support those who need assistance from Beyond Violence’s shelter.

Beyond Violence Strategy 3

 4. In 2018 Beyond Violence’s annual gala sold the maximum capacity of
tickets available for their venue at the Berwick Golf Club. If more
people are interested in attending in this coming year they may have
to change the location in which it is held. We are going to strive for a
higher attendance so that more of the community can meet the
leaders at Beyond Violence and involve themselves with the cause.

5. In late 2017 and early 2018 Beyond Violence in Berwick were in dire
need of many household items for the shelter. These items included
laundry detergent, cleaning supplies, and paper products.
Preventative measures need to be taken to ensure that this crisis
situation doesn’t happen again,

KEY PUBLICS
1.
Local Victims of Violence

2.
Donors and potential volunteers

3.
Local businesses/organizations

4.
Local students/youth

5.
News Media

Beyond Violence Strategy 4

Recommended Tactics
1. Social Media—Staff members of Beyond Violence should begin
posting on social media (Facebook, Instagram, and Snapchat) at
least 5-6 times per week. It is important for the organization to
engage with the community online far more than they currently are. If
there is not a single person available to be the designated social
media representative, login information is to be shared with the
administrative staff and posts will be approved by Executive Director,
Jennifer Campbell. These general posts should include updates on
what is needed at the shelter, upcoming events, and updates on
Beyond Violence’s activity with the public and other organizations.

2. Community Relations—Beyond Violence is involved with many

organizations, but I believe that is would be very useful to make a link
between Beyond Violence and other local resources for victims of
violence/assault. Some of these organizations would include the
Berwick Hospital, Alley Medical Center, the YMCA, and counselors
within the Berwick Area School District. One tactic that Beyond
Violence can use to reach out to these organizations is sending out
copies of an updated brochure. This gives anyone who visits these
organizations information about Beyond Violence and encourages
them to contact Beyond Violence if it is trusted by organizations that
they already visit. Another tactic that should be implemented is
sharing our monthly newsletter with these organizations. While the
brochure gives general information and visual representation to its
readers, the newsletter would give recent updates and educate
workers at these organizations so that they can inform their
customers.

Beyond Violence Strategy 5

3. New Involvement—Beyond Violence has a close relationship with
many of its participants and volunteers. There are often
conversations and many interactions on Facebook between
administrative staff, the board, and participants in the community.
Through Facebook and physical interactions, a reward based
program can be started to encourage already active participants to
attend events run by Beyond Violence. Some ways that this can be
created is through recording names of regular participants and board
members. After this is done the names of new people that they bring
to events will be recorded. At the last event of the year there will be
an award (such as a gift basket) given to the person who brought the
most participants.

4. Geofilters—Many organizations use social media to publicize and

raise awareness about their events and activities. One method that is
easy, available, and very popular is using specially designed
geofilters at event locations. Beyond Violence should begin to use
this resource to raise interest and spread the word about events. The
design of the filter can be a collaboration by administrative staff. After
it is designed the soonest event that this tactic can be used on is
Women Rock Beyond Violence in June. If this tactic shows positive
results to attendance, social media mentions, and awareness of
Beyond Violence then it can be used for the rest of this years planned
events.

5. Information—Some people don’t understand exactly what Beyond

Violence does or exactly how much they contribute to the
neighborhood. To clarify any questions and inform the public about
this year’s activities an information session should be held in 2018.
This can be held in one of many locations in Berwick. One location
that would be convenient is the back room of the Berwick Brewing
Company. At this event there could be a Q&A held, updates on
activities and the schedule, and other group activities approved by
the Executive Director.

Beyond Violence Strategy 6

6. Reach Youth—Occasionally Beyond Violence makes visits to
different schools and school districts to educate about domestic
abuse and violence. While these information sessions briefly give
students access to the resources that are offered they do not facilitate
long term communication. Beyond Violence should begin a small
campaign geared toward involving students and youth in volunteering
and education about the cause. Social media use can help this with
people within the age range of 13-20 year olds. Other than this
activity in the upcoming year at least one event can be geared toward
younger participants or students. Anyone can be a victim of violence
and this can help connect victims with a support system and help
young people learn what it is to be involved in their community
organization.

Beyond Violence Strategy 7

Activity Timetable ‘18
MONTH TIMETABLE / Activity Description
June  Women Rock Beyond Violence charity concert
 Beyond Violence creates Snapchat to connect to
the community
 Administration will purchase and implement the
specially designed geofilter for Women Rock
Beyond Violence
 Increased social media posting tactic will begin its
process
 Administrative staff will begin contacting local
organizations to suggest sharing brochures/info
July  Short term analysis of whether the new social
media plan has had any effectiveness
 Distribute monthly newsletter

August  Back to school education/awareness session held

for youth
 Distribute monthly newsletter

September  Plan and hold information session/Q&A for adult

members of the community
 Emphasis on winter items and donations for holiday
season on social media and in newsletter
 Distribute monthly newsletter

October  Beyond Violence’s Candlelight Vigil will be held for

those effected by violence
 Beyond Violence will hold the 2018 Beer and Wine
Bingo
 Distribute monthly newsletter

November  Review the impact of the new social media plan

 Plan and organize reward for winner of new
participant program
 Distribute monthly newsletter

Beyond Violence Strategy 8

Public Key Message 1 Key Message 2 Key Message 3

Beyond Violence Beyond Violence Get involved with

Berwick offers a relies on Beyond
variety of donations from Violence’s
resources to the public. special events
assist victims of for a good
violence in the cause.
community.
Local Victims of Violence Beyond Violence Beyond Violence Join Beyond
offers support, is supported by Violence in
counseling, and the community to bringing the
resources to help those who community
anyone who has need to escape together and
been affected by violence. ending violence
violence. everywhere.
Donors/Volunteers Beyond Violence To keep Meet new people
Age: 25-50 is working to supporting and support
create a town victims of locals in need by
and community violence in our joining Beyond
where everyone community Violence for their
is safe. Beyond Violence many special,
depends on charity events.
donations from
local
contributors.
Businesses/Organizations Local residents Beyond Violence Beyond Violence
need a network is a private, non- is always looking
of resources to profit for event
thrive after organization. We sponsorship, so
experiencing rely almost fully that the
violence. on donations to community can
Beyond Violence be able to offer come together
is here to help. help to local and break the
victims. cycle of violence.
Students/Youth People can fall Beyond Beyond Violence
victim to Violence’s holds fun
violence and assistance activities every
abuse at any doesn’t cost year that are
age. Beyond anything for educational,
Violence is here victims. Help is entertaining, and
to support and truly provided by important for
counsel anyone those who bringing our
who may be in donate and neighborhood
need of support the together.
assistance cause.
during this
difficult time.

Beyond Violence Strategy 9

News Media Beyond Violence Beyond Violence Beyond Violence
is one of the is a private, non- offers people of
only non-profit profit all ages safe,
resource centers organization that healthy, and
in the area that is solely community
offers housing, supported by the building activities
assistance, and generosity of that support an
counseling to community amazing cause.
victims of members.
violence.

Beyond Violence Strategy 10