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Hello. I was hoping that you would be able to assist me with this weeks assignment. I have attached the assignment and requirements, chapters and the Long Lake Community Center Background, Last Years Strategic Communication Plan, and the Job Placement Services Research Data presentation. Thank you
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BSCOM/480: Applied Communication Capstone
Week 1 – Apply: Summative Assessment: Communication Plan Analysis
Textbook
Shires, J. (2021). Applied communication capstone. MyEducator.
Course Tools
MyEducator™
You are the newly hired communications manager at the Long Lake Community Center (LLCC).
The center offers multiple services to the community, including a food bank, mental
health services, social services, and job placement services. Recent data shows that Job
Placement Services are grossly underused and under supported, with a decrease in the number
of clients it serves and the number of volunteers who support it. The problem, the board
concluded, was the current strategic communication plan (SCP), written by the previous
communications manager. You are expected to analyze the research and identify what went
wrong.
The material you prepare this week will support your final SCP due in Week 5. You will have an
opportunity to adjust your plan with feedback from your instructor each week.
Analyze the following resources:
• Long Lake Community Center Background to learn more about the community center’s
services and role in the community.
• Job Placement Services Research Data presentation to learn about the primary and
secondary audiences your communication plan will need to reach.
• Last Year’s Strategic Communication Plan to review the previous communications
manager’s plan which may help inform your work and identify the weaknesses of the
plan.
Note: Long Lake Community Center case study used with permission from MyEducator.
Write a 250- to 350-word email to the director of the community center as you begin to draft
your SCP.
Complete the following in your email:
• Summarize relevant information about the organization and the situation to be
addressed by the new SCP.
• Identify the priority audience segments you will target.
•
•
•
Identify the 3 largest weaknesses you found in your analysis of last year’s SCP. Relate
where the recommendations appear to contradict the research data.
Develop 3 recommendations to shift direction and achieve greater job placement
services utilization.
Support your recommendations with data and provide a rationale for each. Be sure to
clearly indicate how your recommendations support the community center’s goals.
Format your citations and references according to APA guidelines.
BSCOM/480 v2
Last Year’s Strategic Communication Plan
Introduction
The Long Lake Community Center (LLCC) was founded in 1977 with the mission to serve the members of
Long Lake and surrounding neighborhoods. The LLCC initially was a meeting place for civic groups and
an educational resource for parents with school-aged children. In 1981, LLCC joined in with local faith
communities and began distributing food to area families in need. LLCC started by serving 20 families a
week and by 1990 had grown to serving 200 families a week. In 1995, LLCC expanded by offering mental
health services. Licensed clinical social workers who live locally provided services pro bono. The mental
health services served around five clients per week. By 2010, the service had expanded to 10
psychologists and psychiatrists, providing a total of 40 hours per week of counseling services for reduced
fees, 15 licensed clinical social workers providing 90 hours per week of counseling services, and 135
clients being served per week.
In 1995, LLCC started hosting social service agencies to help individuals sign up for unemployment,
Medicare and Medicaid, food stamps, and Women, Infants, and Children (WIC) programs. By 2010, LLCC
was seeing an average of 200 individuals per week visiting the center to utilize the service. Funding was
provided by individual donors, corporate donors, public–private partnerships, and grants.
In 2019, the LLCC Board of Directors, in the face of rising unemployment, voted to expand to include Job
Placement Services. The new service is to provide résumé help, hold mock interviews, offer advice about
how to conduct a job search, offer skills refresher courses, and provide a place for local businesses to
interview potential candidates. Job Placement Services served 1,000 individuals during its first year and
the board anticipates that it will see an increase of at least 15% for 2020.
Analysis and Research
Situation Analysis
Unemployment rates are high in the communities served by LLCC.
Unemployment Rates in the Communities Served by LLCC
Race/Eth
nicity
Age 18–
19
Age 20–
24
Age 25–
34
Age 35–
44
Age 45–
54
Age 55–
64
Age 65+
White
Male
Black or
African
American
Male
17.10%
11.90%
8.80%
5.70%
5.40%
6.10%
6.30%
27.00%
25.50%
14.30%
12.10%
8.80%
11%
11%
Hispanic
or Latino
Male
24.40%
13.30%
11.30%
7.40%
7%
11.00%
9.70%
Asian or
Asian
American
Male
26.30%
19.30%
9.50%
4.40%
9.10%
11.50%
13.40%
Copyright 2023 by MyEducator. Reprinted with permission.
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White
Female
Black or
African
American
Female
14.60%
13.30%
9.10%
6.70%
7.20%
7.50%
9.40%
19.60%
23.40%
14.70%
8.50%
10.50%
10.80%
10.70%
Hispanic
or Latina
Female
16.40%
15.30%
10.10%
7.40%
7.90%
8.30%
9.80%
Asian or
Asian
American
Female
28.90%
19.60%
11.20%
9.00%
10.20%
11.80%
13.90%
Black or African American males and females 18–24, Hispanic/Latinx males and females 18–24, and
Asian or Asian American males and females 18–24 are populations with the most people who are
unemployed. Black or African American males and females 25–44 are also populations with people who
are unemployed.
The population in the LLCC communities is nearly 100,000 people divided into the following demographic
categories:
•
•
•
•
•
•
•
White: 49.44%
Black or African American: 30.12%
Hispanic or Latinx: 10.94%
Asian ancestry or Asian American: 6.44%
Two or more races/ethnicities: 2.73%
Native American: 0.30%
Native Hawaiian or Pacific Islander: 0.03%
Females make up 51.4 percent of the population while males make up the remaining 48.6 percent. The
age distribution shows that 35% of the population is between 20 and 39 years old.
Age Distribution of Communities Served by LLCC
Percentage of
Population
Age Range
0–9
11%
10–19
11%
20-29
18%
30–39
17%
40–49
12%
50–59
60–69
12%
70–79
6%
80+
3%
10%
Educational attainment for the region shows that 38.4% have a high school education or less while 28.4
percent have an associate or bachelor’s degree. Educational attainment is a long-term problem. Once we
get the job placement service established, we may want to look into starting a GED assistance program
and offering community college courses on-site.
Copyright 2023 by MyEducator. Reprinted with permission.
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Education Level of Communities Served by LLCC
Education Level
Percentage of Population
Less Than 9th Grade
7.82%
9th to 12th Grade
7.64%
High School Graduate
22.89%
Some College
17.58%
Associate Degree
5.67%
Bachelor’s Degree
22.74%
15.65%
Graduate Degree
People who identify as Hispanic/Latinx and Black or African Americans are the groups most likely to have
less than a high school education. White males and females are the groups that have the highest level of
education attainment.
Individuals With Less Than a High School Education
Race/Ethnicity
Percentage of
Males
Percentage of
Female
White
4.9%
5.8%
Black or African
American
18.1%
15.40%
Hispanic or
Latino
10.8%
14.1%
37.4%
35.3%
38.4%
35.4%
Asian or Asian
American
Other/NonHispanic
White males and females and Asian or Asian American males and females have similar numbers in
attainment of a bachelor’s degree while fewer Black or African American males and females and
Hispanic/Latinx males and females have a bachelor’s degree.
Individuals With a Bachelor’s Degree
Race/Ethnicity
Percentage of
Males
Percentage of
Female
White
59.8%
60.6%
Black or African
American
16.8%
21.4%
Hispanic or Latinx
60%
58.2%
Asian or Asian
American
12.8%
16.1%
Other/NonHispanic
13.8%
18.3%
Copyright 2023 by MyEducator. Reprinted with permission.
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Educational attainment directly ties into median income and the federal poverty threshold. People who
have attained a high school degree or less account for 49.2% of those with incomes below the federal
poverty threshold. White people and Asian Americans or people of Asian ancestry, who have the highest
levels of educational attainment, have the highest median salaries. People who identify as Hispanic or
Latinx and Black or African Americans are more likely to have incomes below the federal poverty
threshold while people who are White are least likely.
Income of Individuals
Race/Ethnicity
Income
Non-Hispanic
White
$75.4K
All White
$66.6K
Asian or Asian
American
$60.7K
All
$50.4K
Mixed
$50.3K
Hispanic or Latinx
$43.5K
Other
$41.9K
Hawaiian Native
$41.3K
Native American
$37.4K
Black or African
American
$30.2k
Less Than High
School
28.84%
High School
20.35%
Some College
15.99%
Bachelor’s or
Greater
6.50%
Individuals With Incomes Below the Federal Poverty Threshold by
Educational Attainment
Education Level
Percentage of
Population
Less Than High
School
28.84%
High School
20.35%
Copyright 2023 by MyEducator. Reprinted with permission.
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Some College
15.99%
Bachelor’s or
Greater
6.50%
Individuals With Incomes Below the Federal Poverty Threshold by Ethnicity
Race/Ethnicity
Percentage of
Population
Black or African
American
30.69%
Hispanic or Latinx
19.69%
White
9.29%
Other
20.61%
Asian or Asian
American
Multiple
Races/Ethnicities
18.91%
18.02%
Native American
19.01%
Hawaiian Native
23.81%
Not surprisingly, employment status correlates strongly with incomes below the federal poverty threshold.
Females who are unemployed are the group most likely to have incomes below the federal poverty
threshold while males who are unemployed are close. Those who are employed are very unlikely to find
themselves with incomes below the federal poverty threshold.
Employment Status
Gender
Percentage of
Population
Female
Unemployed
43.31%
Male Unemployed
35.40%
Female Employed
9.38%
Male Employed
6.76%
The decline in employment levels has hit regional industries. Leisure and entertainment services have the
highest rates of unemployment, which affects around 8% of the LLCC region’s economy. Transportation
and utilities also have high rates of unemployment, but they affect a small part of the region. Construction
has a 7.1% unemployment rate but accounts for roughly 3% of the economy. Wholesale sales, which
accounts for 8% of the region, also is seeing rising unemployment.
Copyright 2023 by MyEducator. Reprinted with permission.
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Industries and Percentage of Unemployment in Regional Economy
Table shows unemployment data from pie chart.
Industry
Percentage of
Unemployment
Real Estate
14%
Manufacturing
12%
Finance and
Insurance
10%
Professional
Services
10%
Government
8%
Wholesale
8%
Health Care
7%
Retail
5%
T&L
4%
Copyright 2023 by MyEducator. Reprinted with permission.
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Construction
3%
Administration
4%
Information
4%
Accommodation,
Leisure, and
Hospitality
3%
Management
2%
Other Services
2%
Education
2%
Utilities
1%
Entertainment
1%
Copyright 2023 by MyEducator. Reprinted with permission.
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Problems
There are some problems that we can point out from this data:
1.
2.
3.
4.
5.
6.
7.
Unemployment rates across each demographic are high.
Unemployment is higher for younger population and for Black or African American and
Hispanic/Latinx populations.
Prior to rising unemployment, incomes below the federal poverty threshold was an issue.
Increased unemployment will lead to more individuals with incomes below the federal poverty
threshold.
Median income for the Black or African American and Hispanic/Latinx populations are below the
overall median.
Educational attainment is lower for the Black and African American and Hispanic/Latinx
populations.
Those with less education have a higher likelihood of being unemployed and having incomes
below the federal poverty threshold.
The main problem is unemployment, which leads to incomes below the federal poverty threshold.
Increasing employment should help to raise the median income and lift families out of the federal poverty
threshold.
PESTLE Analysis
As part of the situational analysis, LLCC conducted a PESTLE study to look at the overall environment of
our region.
Political Factors
•
•
•
Economy is in recession so funding from the state and federal governments may be limited
Effects of increased unemployment is nationwide, so pressure will be on Congress to do
something
Officials up for re-election will want to be seen as proposing legislation to help with
unemployment benefits/job training
Economic Factors
•
•
•
•
See above charts for unemployment and federal poverty threshold rates
Reduced business revenue may result in reduced monetary and in-kind donations
Increased layoffs due to reduced revenue give less opportunity for job shadowing, internships,
and job placement
More people will need services
Social Factors
•
•
•
•
•
More strain on household budgets will lead to more household stress
Increased needs for mental health and social services programs
Increased demand on food banks
Lower social-economic groups will be unable to move to where open jobs are located
Possible increase in social unrest
Technological Factors
•
More human resource and job application functions moved online
Copyright 2023 by MyEducator. Reprinted with permission.
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•
Increased need for access to computers and internet
Legal Factors
•
•
•
Possible increase in theft of food
Possible increase in grey market cash-paying jobs
Increased scrutiny of immigration status
Environmental Factors
•
None
Conclusions from PESTLE
1.
2.
3.
4.
5.
People in LLCC region will need a wider range of services.
More people may need to update their technological skills to search and apply for jobs.
More people will need access to technological infrastructure.
Possible loss of donations to LLCC with the declining economy.
Increased possibility of social disruptions.
Priority Audience
Unemployment rates are the highest among young Black or African Americans, Asian Americans or
people of Asian ancestry, and people who identify as Hispanic/Latinx. However, are these the groups that
need services the most? Let us set up some criteria for whom we should target.
•
•
•
•
Primary wage earners for their families: We want to keep families out of the federal poverty
threshold. Therefore, it makes sense to try and reach those who are likely to need the income to
support children.
Relatively high rate of unemployment: Those with the highest rates of unemployment tend to be
younger and lower education attainment. Therefore, they will be best served by job training
services. Since we are not offering any kind of formal training, we will not be providing the
services the younger members of our community need. We will be better served by targeting
those areas that fulfill other criteria than by relying strictly on statistics.
Employed in industries with high current unemployment: The areas hardest hit by unemployment
are leisure and hospitality, transportation and utilities, information, construction, and business and
professional services. These are fields that tend to employ those in the 35- to 44-year-old groups
and not those in the 18- to 24-year-old age group. Therefore, we should target our messaging to
those in the former age group.
Make use of other LLCC services: It will be easiest to draw in those who are already familiar with
or utilize other LLCC services. Therefore, we should focus on transitioning these community
members to a new service.
Usage of LLCC Services by Age Group (January 2018–January 2019)
Age Group
Food Bank
Mental Health
Services
Social Services
18–20
5.1%
4.2%
8.1%
21–24
10.2%
9.3%
14.3%
Copyright 2023 by MyEducator. Reprinted with permission.
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25–34
31.8%
12.2%
16.2%
35–44
28.1%
25.9%
12.1%
45–55
12.1%
34.2%
22.1%
55–64
7.1%
11.2%
20.2%
65+
5.0%
3.1%
6.9%
Relative high risk of having incomes below the federal poverty threshold: The age group of 25–44 is 21%.
Therefore, if we target this age group, we will be able to lift a significant percentage of the population
above the federal poverty threshold.
Individuals With Incomes Below the Federal Poverty Threshold by Age
Age
Percentage of
Population
Under 18 years
16.2%
18 to 24 years
15.0%
25 to 34 years
10.9%
35 to 44 years
10.1%
45 to 54 years
8.4%
55 to 59 years
9.7%
60 to 64 years
10.8%
65 years and over
9.7%
Ranking of Unemployment Rates by Race/Ethnicity and Age
Higher Rate of Unemployment, Ranked from High to Low
Males (Race/Ethnicity and
Age)
Black or African American, 18–
19
Females (Race/Ethnicity and
Age)
Asian or Asian American, 18–
19
Asian or Asian American, 18–
19
Black or African American, 20–
24
Black or African American, 20–
24
Black or African American, 18–
19
Hispanic/Latino, 18–19
Asian or Asian American, 20–
24
Asian or Asian American, 20–
24
Hispanic/Latina, 18–19
White, 18–19
Hispanic/Latina, 20–24
Copyright 2023 by MyEducator. Reprinted with permission.
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Black or African American, 25–
34
White, 18–19
Asian or Asian American, 65+
Black or African American, 25–
34
Hispanic/Latino, 20–24
Asian or Asian American, 65+
Black or African American, 35–
44
White, 20–24
Lower Rate of Unemployment, Ranked from High to Low
Males (Race/Ethnicity and
Age)
Females (Race/Ethnicity and
Age)
White, 20–24
Asian or Asian American, 55–
64
Asian or Asian American, 55–
64
Asian or Asian American, 25–
34
Hispanic/Latino, 25–34
Black or African American, 55–
64
Black or African American, 55–
64
Black or African American, 65+
Black or African American, 65+
Black or African American, 45–
54
Hispanic/Latino, 55–64
Asian or Asian American, 45–
54
Hispanic/Latino 65+
Hispanic/Latina, 25–34
Asian or Asian American, 25–
34
Hispanic/Latina, 65+
Asian or Asian American, 55–
64
White, 65+
White, 25–34
White, 25–34
Black or African American, 45–
54
White, 35–44
Based upon our research, we propose to create the following as the priority audience segment:
Unemployed White males 25–44, Black or African American males and females 25–44, and
Hispanic/Latino males 25–44 with a high school diploma or less.
There may be some confusion as to why we chose this priority audience segment. White males who are
25–44 years old and are unemployed find themselves at a crossroads. They need updated skills to be
competitive in the job market. This group lacks access to the tools and resources they need to get back
into the job market. This group tends to be the main source of income for their families. This age group
also tends to make use of LLCC services. The quicker we can get members of this demographic back
Copyright 2023 by MyEducator. Reprinted with permission.
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into the workforce the more likely we can keep their families’ from having household income below the
federal poverty threshold.
Black or African American males and females who are 25–44 years old and are unemployed find
themselves in similar situations. Educational attainment for these demographics is low and these
community members have less access to resources and tools needed for a job search. We can provide
skills courses, which should make the members of this demographic more attractive in the job market.
Working with our industry partners, we may be able to do some limited job shadowing. These
demographics are likely to already have incomes below the federal poverty threshold. The sooner we are
able to transfer their knowledge into skills, the more opportunities they will have in the job market.
Hispanic/Latino males who are 25–44 years old and are unemployed have a slightly different set of
problems. This group tends to be hired for seasonal jobs that have no future potential for growth. Like the
other groups, this group needs to develop more job skills to be marketable. They can complete skills
courses at LLCC and do some limited job shadowing. This group also utilizes other LLCC services, so we
can easily transition them to the new services.
Audience Analysis
We have conducted an audience analysis of our priority audience segment. Our findings are as follows:
All groups are concerned about their families. White males and Black or African American males and
females expressed they feel anxiety over having lost their jobs. All men in the priority audience segments
have an interest in sports. Hispanic/Latino men and Black or African American women list religion as
important to them. All groups expressed similar sentiments in wanting to be in control of their lives and
they feel that it is something hard to accomplish.
The channels of communication for the priority audience are somewhat diverse. All groups have a
preference for getting information from Facebook. All males express a preference for cable. Black or
African American males and females and Hispanic/Latino males are open to receiving information
through text messages. White males, Black or African American females, and Hispanic/Latino males all
use radio for information. Black or African American males and females use YouTube to gather
information.
Secondary
Audience
Media
Preferences
Message
Preferences
Information
Needs
Concerns and
Issues
Resistance Points
White
Females,
age 25–44
Radio,
Facebook,
Newsletters,
SMS
Time away from
family, finding time,
times programs
offered
SMS,
YouTube,
Instagram,
TikTok,
Facebook
Services
offered,
children’s
services,
childcare, skills
improvement
Job training
programs,
educational
opportunities,
job shadowing
Children,
children’s
education,
planning for
future
Black or
African
American
Males, age
18–24
Focused,
short
messages,
informative,
targeted on
family
Short
messages,
entertaining,
shareable,
Targeted to
interests
Getting first job,
unemployment,
meeting financial
needs
Programs not in field
of interest, education
not needed, worried
about low-paying
jobs
Copyright 2023 by MyEducator. Reprinted with permission.
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Black or
African
American
Females,
age 18–24
SMS,
Instagram,
TikTok
Facebook,
YouTube
Short
messages,
entertaining,
informative,
targeted to
culture,
shareable
Job training
programs,
educational
opportunities,
job shadowing
Meeting financial
needs, getting
first job, deadend jobs
Day/times programs
offered, length of
time to complete
programs, job will be
unsatisfying, unsure
of goals
Hispanic or
Latino
Males, age
18–24
SMS,
Instagram,
TikTok,
YouTube
Entertaining,
Spanish text,
memes,
brief,
targeted to
culture
SMS,
Instagram,
TikTok
Facebook,
YouTube
Short
messages,
entertaining,
informative,
targeted to
culture,
shareable
Getting first job,
meeting financial
needs,
Being selfsufficient,
maintaining
reputation
Meeting financial
needs, getting
first job, selfsufficient
Programs not in field
of interest, education
not needed, worried
about low-paying
jobs, unsure if job is
needed
Hispanic or
Latino
Females,
age 18–24
Educational
programs, job
training
programs, job
shadowing,
career
counseling
Job training
programs,
educational
opportunities,
job shadowing
Amount of time to
complete program,
costs, unsure what
education will lead
to, programs not in
field of interest
The main channels for communication are Facebook and Twitter. Targeted messages can be sent
through text messages, radio, and YouTube videos. Additionally, buying spots during cable sports
programming will help us reach males. We should also repurpose YouTube videos to air on local
television stations in the area to expand the priority audience segment.
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Social Media Channels of Communication
Level
Channel
Reason
Primary
Facebook
Listed by all demographics as
a media preference
Primary
Twitter
Roughly the same
functionality as Facebook
Secondary
Text messages
Target messages to three of
the demographic groups
Secondary
Radio
Buying spots on adult
contemporary radio will help
to reach audience
Secondary
YouTube
African Americans list this as
a media preference
Program Analysis
SWOT Analysis
Here are the results of the SWOT analysis:
Strengths
•
•
•
•
•
•
•
•
•
Center is well connected in the community
Committed volunteer corps
Large number of community partners
Partnerships with nonprofits and productive businesses
Serving a larger number of community members
Professionalism
Community outreach
Reputation
Strong board support
Weaknesses
•
•
•
•
•
Not all programs are equally healthy
Poor advertising of all services—limited to newspapers, radio, and television PSAs
Not many activities outside of Center
Budgets do not support growing programs (Food Bank)
Outreach is not targeted to groups who need it most
Opportunities
•
•
•
•
•
Growing partnerships
Increased community service
Word-of-mouth advertising
Social media promotion
Integration of services
Copyright 2023 by MyEducator. Reprinted with permission.
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Threats
•
•
•
•
•
•
•
Rising unemployment
Partner businesses not hiring entry-level positions
Decreasing donations
Decreasing community funding
Number of clients rise to unsustainable levels
Decline in volunteers
Lack of strategic communication plan
Discussion of SWOT Findings
LLCC is strong when it comes to partnerships with a good reputation in the region. Our professionalism
and dedicated staff and volunteers allow us to provide a great deal of services in the community.
However, we have poor advertising and our programs tend to rely on word-of-mouth. Our programs could
be more efficient in reaching groups needing our services. Not all of our programs have enough funding
and have started to show some decline.
We have the opportunity to integrate services and become a “one stop shop” where clients get many of
their needs addressed. We have growing partnerships with community nonprofits and business, which
has led to increased services. Our partnerships give us many outlets where we can advertise the service
to the priority audience segment. The threats to LLCC are many. Funding from donors is decreasing as is
the number of volunteers. The decrease is very problematic since volunteers are important in
administering services. While donations and volunteers dwindle, the need for services has increased.
What is needed is a strategic communication plan for the whole of LLCC.
Conclusions Drawn from SWOT
Partnerships and relationships with businesses are strong. Overall, our reputation is strong. However, we
are not doing a particularly good job in advertising (1) our programs, (2) what good we have
accomplished, or (3) what projects we are currently working on. While we are identifying priority
audiences, our message to the community seems inconsistent and we are not reaching the correct
priority audience segments. This could be due to not having a center-wide strategic communication plan.
We have a professional staff and volunteer crew that helps us to provide service to the community. Costs
are increasing while donations are going down, which will lead to a financial crunch. While LLCC
programs have funding issues and we have declining volunteers, LLCC is still strong enough to begin a
job placement program.
In short, LLCC is committed to starting the job placement service and has the necessary staffing to
conduct it. The job placement service is a project that the board has enthusiastically supported and the
board is the driving force behind implementing it. Funding will need to be drawn from increased donations
and reduction in the budgets of the other services offered by the LLCC. Staff is professional and has the
expertise to implement the service and the strategic communication plan. Volunteers may need to be
reassigned from other services to help us get the message out to the priority audience segment about the
service. All in all, LLCC will have the resources necessary to successfully start the service and achieve
the strategic communication plan.
Goal Statement
Our goal statement needs to be based upon the problem statement: “The main problem is
unemployment, which leads to having incomes below the federal poverty threshold. Increasing
employment should help to raise median income and lift families’ household incomes above the federal
poverty threshold.”
The goal statement is as follows: To increase the number of individuals in our priority audience segment
(unemployed White males 25–44, Black or African American males and females 25–44, and
Copyright 2023 by MyEducator. Reprinted with permission.
Last Year’s Strategic Communication Plan
BSCOM/480 v2
Page 16 of 20
Hispanic/Latino males 25–44) utilizing the Long Lake Community Center job placement services to 1,200
individuals per year by the end of December 2021.
We will count “utilizing job placement services” as a visit that involves the individual using at least one of
the following:
•
•
•
•
•
•
•
Job placement with local industry partners
Career counseling services
Career brainstorming services
Résumé writing help
Job search help
Job skills refresher courses
Clothing bank for professional wear
Utilization Benchmarks for the Job Placement Service in 1 Year
Mont
h
Janu
ary
Febr
uary
Marc
h
April
May
June
July
Augu
st
Sept
embe
r
Octo
ber
Nove
mber
Dece
mber
numb
er of
visits
each
mont
h
cumu
lative
visits
25
50
100
150
125
75
75
125
150
150
100
75
25
75
175
325
450
525
600
725
875
1025
1125
1200
The top line of numbers is the number of visits each month. The bottom line of numbers is the cumulative
visits.
January and February are set at a low level because these two months will be right after the strategic
communication program begins. Since we will not have the plan fully in place, those two months will have
fewer visits. March and April will build, but we will begin to see a decline in visits from May to August due
to the summer lag. September and October will increase while the holiday months will cause fewer
individuals to use the job placement services. Added together, the timeline gets us to the goal.
Partners
Internal Partners
Our internal partners will be the agency staff:
•
•
•
•
•
•
•
•
Program Director
Program Manager
Communications Office
Donor Affairs
Visual Effects
Social Media Department
Accounting
Volunteers
Copyright 2023 by MyEducator. Reprinted with permission.
Last Year’s Strategic Communication Plan
BSCOM/480 v2
Page 17 of 20
•
Office Staff
Everyone will be assigned a task to complete during the course of the strategic communication plan.
External Partners
Our external partners will involve the following businesses and offices
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
State job placement service
Local office for Department of Health and Human Services
Local office for Department of Family Services
St. Joseph Catholic Church
First Baptist Church
St. Paul Lutheran Church
First Street Bank
Johnson’s Building Maintenance
Schwab Investment Services
The Gap
Christo’s Fine Dining
Johnson Contracting
NRM Insurance Company
We Create Media
Penny’s
Each of the partners will bring something different to the team. The local churches will provide
announcements to their congregations. The Department of Health and Human Services and the
Department of Family Services will help to identify programs that can help our priority audience segments.
The state job placement center will send job postings, as they become available, that we can push out to
members of the priority audience segment. The businesses will either work with us in placing candidates
or provide in-kind donations. For example, We Create Media will provide low-cost video production
facilities. Penny’s will provide us with clothing for the clothing bank.
Communication Theory
The theory which will underpin our objectives, strategies, and tactics is Cognitive Dissonance. As we can
see from the audience analysis, our priority audience segment members already say they feel they are in
a state of dissonance. There is a break between how they see themselves (strong, in control, good
reputation, taking care of family) and their actual state (unemployed, needing help). We need to offer
objectives, strategies, tactics, and messages that return the priority audience segment members back to
a state of consonance. Consonance, we wi
