The Julian Center Advertising Campaign

The Julian Center

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Who we are “Education Redefined.” It is Ball State University’s claim to fame – that students do more than listen to lectures and study from textbooks. They work collaboratively on projects that expand their knowledge learned in the classroom, and they make a difference in the communities around them. Ball State University recognizes that today’s young people are the future of our community, our country, and our world, and provides its students with practical opportunities to live outside of themselves.

Cre8 Agency sees The Julian Center as a non-profit of the future – one that will instill a lifelong change in its clients, that will inspire other non-profits, and that will create a lasting impression on the community it represents. It has been an honor for us, as students, to have had the opportunity to work with The Julian Center and to be a part of its history.

This project represents four or more years of learning for students in Ball State University’s advertising program. We have created this campaign with a foundation of education and understanding, and have used research, creativity, and strategy as building blocks to expand upon it.

“One of the marvelous things about community is that it enables us to welcome and help people in a way we couldn’t as individuals. When we pool our strength and share the work and responsibility, we can welcome many people, even those in deep distress, and perhaps help them find self-confidence and inner healing.”

-Jean Vanier, author of “Community and Growth”

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contents team

Account Ryan Bonnell Julie Floran Kayla Green

Jeff Hardesty Kim Knapp

Jessica Sharp Kayla Green

Julie Floran Kim Knapp

Research Creative

Emily Gazda David Hoffman Stephanie Wiser Laura Bayard

Bridget Funk Tim Hartwick Christopher Rios Michael Stark

Media Kayla Burk Stephanie Alles

Aaron Tutts

IBP/Public Relations Shelby Jacobs Andrew Robinson Montana Knapp Christine Talhelm Tasha Bates

Executive Summary Situation Analysis Research Audience Analysis Objectives/Strategy Big Idea Advertising

3 5 7 13 18 19 21

Public Relations Donations Thrifty Threads Events Rebranding Media Recommendations

33 35 37 39 45 49 53

Book

Kayla Green Tim Hartwick

Michael Stark

Keynote Jeff Hardesty

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*team lead

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Executive Summary Domestic abuse. Human trafficking. They are not words that you hear commonly as a passerby during most everyday conversations. When Cre8 first learned that The Julian Center was to be our client for this semester, we felt so uninformed about these topics. It was hard to know where to start. If we, as college students, knew little about domestic abuse and virtually nothing about human trafficking, how were we supposed to develop a complete advertising campaign about them?

Four months later, we can proudly say that we figured it out. We realized that our lack of information was not due to our own sheltered lifestyles. Rather, we learned that there is little information available about human trafficking, and even less on male abuse. We live in a society that does not welcome the fact that there are people that experience both of these tragedies. Our primary research suggested that we were not alone in being under informed, and that there was a huge need for public awareness of both of these issues.

We are pleased to present you with an integrated advertising campaign – one that incorporates advertisements, events, a donation plan, and social media recommendations, along with much more. A solid plan of media recommendations will help to tie it all together. While this book contains a great amount of information that will rejuvenate The Julian Center’s brand, raise awareness of it and its services, and create knowledge of the issues it is fighting against, this project represents much more. It signifies a continued fight against real problems that affect

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What We Have Created: Our campaign focuses on the varying needs between the general public and those who are victims of human trafficking and domestic abuse against males. While The Julian Center has a variety of services available to both men and women, men know little about the services available to them. We saw this as a huge opportunity for The Julian Center. However, the creative concepts for our campaign are flexible, and can target male and female domestic abuse victims, as well as labor and sex trafficking victims.

In addition to our advertising campaign, we saw additional opportunities available for events.

The Julian Center already has two well-established events, and we felt that adding a few more possibilities could increase awareness to an extended group of people. Volunteers and community partnerships will ease the planning process for these, making increased donations and awareness a huge benefit with a small cost.

To tie up of the loose ends, we have developed several additional assets for The Julian Center. Our media team has researched potential media placement options and collaborated them into a plan. The Julian Center already has a strong social media presence, but our recommendations will boost your page followings and interaction. We freshened the look of The Julian Center brand and developed new versions of your branding collateral and information, which can be taken to counseling centers in Indianapolis. Lastly, we have provided several overall objectives to solidify the campaign and leave the audience with a positive lasting impression about The Julian Center.

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Situation Analysis strengths

The Julian Center has many identifiable strengths including, a website that is full of information, great use of social media, community support, high quality and large number of services.

They are respected in their industry, recognized nationally, and provide services to the Hispanic demographic.

weaknesses

The Julian Center has weaknesses as well including an unpredictable budget, a somewhat inconsistent brand image, low public awareness of male abuse and human trafficking, and a website geared primarily towards women.

opportunities The Julian Center has a considerable amount of opportunities.

The potential of Thrifty Threads can increase immensely, an intern program will help with extra work and earn The Julian Center recognition among local colleges/universities, and more relevant media placements will be beneficial.

threats

As a non-profit, the Julian Center faces some uncontrollable circumstances. These might include a poor economic situation, rival awareness campaigns, stereotypes, and a language barrier with some victims.

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Situation Analysis The Julian Center has been nationally recognized as a model organiztion The Julian Center boasts a 37 year history of supporting victims of domestic violence, sexual assault, and other crises. Its mission is “to provide the services victims need to recover and build a life absent of abuse.” It also employs outreach programs to educate the community on issues of domestic violence. The Julian Center provides numerous services to cover all steps of the journey to be free from domestic abuse.

The Julian Center has been nationally recognized as a model organization for communities who wish to increase support for domestic violence victims.

It is best known as a domestic abuse shelter for women and children, but it also provides services to male victims of domestic violence and human trafficking victims.

For male domestic violence victims, The Julian Center provides off site housing for 96 men. Those who do not choose to stay in that housing can still benefit from other services offered, such as counseling.

“Since 2006, The Julian Center has been the service coordinator for victims of human trafficking in Indianapolis and surrounding counties.” The Julian Center works with Exodus Refugee Immigration Inc., Indianapolis Metropolitan Police Department, and other law enforcement. It also helps in the process of prosecution of traffickers; they protect victims and work to prevent trafficking in Indiana.

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secondary research Domestic abuse occurs when a person in an intimate relationship tries to dominate or control their significant other, and both men and women can be victims. Abusers may use fear, guilt, shame, or intimidation to maintain control. Abuse often escalates from threats to actual physical violence. It can also be verbal, involve financial control, and/or extreme jealousy to the point of not allowing the other person to see anyone outside the relationship, and this emotional abuse can be just as damaging as physical abuse for victims.

Domestic abuse occurs in heterosexual and homosexual relationships.

Typically, society sees men as the abusers and women as the victims, but women are becoming just as likely to perpetrate domestic violence as men.

Society fails to acknowledge male abuse because it is often a relatively taboo subject, but in reality, 1 in 7 males in Indiana will be victims of abuse compared to 1 in 4 women (Julian Center). Because of the fact that men are less likely to report domestic abuse, this statistical difference could actually be less, demonstrating the male domestic abuse is just as serious as domestic abuse against females.

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demo graph ics:

male abuse 15 percent of gay men who had lived with a male partner reported being victimized by that partner.

Victims of homosexual abuse suffer from the additional threat of being “outted� by their partner.

When the abuser is female, the male is more likely to be assaulted with a weapon.

Only 1-2 percent of men assaulted by female partners are likely to report the abuse to police or an outside agency.

Men are more likely to be victims of emotional abuse than women.

It is impossible to categorize one type of man who is more likely to be a victim of abuse because male domestic abuse is underreported. Just like domestic abuse against women, male domestic abuse can happen to anyone – it is not limited to any one age, race/ethnicity, or economic status. Immigrant communities are even less likely to report abuse because victims may fear the legal consequences if they are not U.S. citizens more than the abuse itself.

1 in 7

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Human trafficking

secondary research sex trafficking:

Human trafficking is the transportation, recruitment, or harboring of a person through threats, force, coercion, abduction, fraud or deception. It is also when someone exploits another person in exchange for payment or personal benefit. U.S. federal law defines victims as children and adults forced into the sex trade or labor trafficking against their will. Human Trafficking is modern-day slavery.

Asians and Hispanics represent the highest demographic for both sex trafficking and labor trafficking.

40%

OF SEX TRAFFIC VICTIMS WERE AFRICAN-AMERICAN

Sex trafficking in the U.S. is defined as a commercial sex act induced by force, fraud, or coercion, or sex acts in which the individual that is induced to perform sex has not reached the age of 18. It includes commercial sexual exploitation of children and adults. It is commonly found in prostitution, online escort services, brothels, and “massage parlors.”

Traffickers often recruit victims by providing false advertisement or promises, such as modeling agencies, travel agencies, and employment companies from newspapers.

However, there are also cases of abduction involving force, but no coercion. While it is commonly perceived that sex trafficking primarily occurs overseas, it happens in the United States too. In 2011, 83 percent of sex trafficking victims in the U.S. were identified as U.S. citizens (Bureau of Justice Statistics).

labor trafficking: Labor trafficking occurs when individuals perform labor or services through the use of force, fraud, or coercion. It includes situations of debt bondage (repayment of loans or borrowed money through labor), forced labor (usually involves threats), and involuntary child labor.

In the United States, labor trafficking is often found in “mom and pop” operations, farms, and factories.

26%

were caucasion 8

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primary research

human trafficking

Rationale

Survey results

In order to appropriately gauge the awareness and thoughts of the central Indiana public, we sought to develop an online survey and to learn words that the public associates with abuse against men and human trafficking.

While this research produced some unforeseen insights, many of our results further supported the findings from our secondary research.

Of our 478 survey respondents, 9 said that they have been or have known someone who has been a victim of sex trafficking and 8 have been or have known someone who has been a victim of labor trafficking. While this is not a large amount, it could suggest that people are unaware of human trafficking in locations near them. In fact, 223 respondents ranked Indiana as below average compared to other states’ reports of human trafficking, when in reality, Indiana is considered above average.

Our online survey determined public awareness on both human trafficking and abuse against men on the basis of responses from 478 participants. The survey asked whether anyone knew or had been a victim of human trafficking. The respondents were largely unaware of where it happens and to whom it happens. These findings are important because they support the need for our campaign’s objectives. We were happy to learn that 27.9 percent of our respondents were familiar with the Julian Center.

“which of these are true about sex trafficking in the United States?”

“which of these are true about labor trafficking in the United States?”

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human trafficking Word Association

When asked, “What do you think when you hear ‘human trafficking’?” the first response was usually related to young girls being sold or forced into sex slavery. Many participants also said it happened in foreign countries, but did not mention the United States very often.

Adults tended to have a broad sense of human trafficking, recognizing that it happens both domestically and overseas. People age 1825 often answered that it happens in foreign countries. Some people were not even sure what human trafficking is, and labor trafficking rarely mentioned. These conversations demonstrated a strong need to disspell some myths about human trafficking and to create awareness that it happens in the United States -- even in Indiana.

primary research

Sex trafficking Word Association foreign countries Kidnapped Girls Young women Kids What is it?

Prostitution Slavery shipping Underage Women Rape Disgusting

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primary research word association Our research using the word association boards for male abuse suggested that public awareness about male abuse is low. We found that people age 18-25 and adults older than 25 years old tended to have different reactions. Those 25 and older often reacted with a joke aimed at their significant other, were unsure how to answer the question, or acknowledged its existence but recognized that it is underreported. People 18-25 were more likely to say it did not exist at all, that they never really thought about it, or that they assume it does exist and people just do not talk about it.

male abuse

Did not know it was a problem Gay men Not a problem Domestic abuse/ violence Do not think about it Rare Crazy girlfriend/wife

Verbal Doesn’t happen often Never hear about it not talked about Rape Happens, but Don’t hear about it Mental

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male abuse

primary research

survey results Of the 478 survey participants, 185 of them were men. Thirty-three men admitted to having been in an abusive relationship, which equates to approximately 1 in 6.

This number is surprisingly consistent with the general population. Of all of our respondents, 37.7 percent chose 1 in 7 as the number of men who would be victims of abuse in their lifetime. Of the other three choices, 36 percent chose 1 in 20 men.

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Audience analysis

male abuse

“She’s not abusive all the time. Sometimes she’s nice.”

The primary reason that men do not report domestic abuse is due to a cultural bias against them as victims of domestic abuse. Society sees women as the victims of domestic abuse and men as perpetrators, which creates an emotional barrier for many victims because they fear ridicule or disbelief. Many times, men may not even be aware that they are being abused. Even if they suspect it, much like any abusive relationship, their partners may be able to convince them that it is not abuse or that the situation will get better. Other reasons that may prevent reports of male domestic abuse are that victims may have

male domestic abuse are that victims may have nowhere else to go, have children to look after, or fear embarrassment. It is important to inform victims that male domestic abuse does happen, to educate them on what is considered abuse, and to let them know that it is okay to report it.

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male abuse

audience analysis

“Men are too tough to be victims of abuse. They can only be perpetrators.”

Many citizens of the state of Indiana are unaware that male domestic abuse is an issue, which demonstrates an opportunity for The Julian Center to make a change in this mindset. These citizens either do not believe that domestic abuse against males happens, view men as too “tough” to be abused, or think that this form of abuse is acceptable on some level because it is thought to be less serious. It is important for the public to realize that anyone can be a victim of domestic abuse; it is not limited to gender, sexuality, income, or race. Our campaign will educate the public and create awareness in order to make sure that the community understands the signs of domestic abuse against men, the severity of the issue, and their roles in preventing it.

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Audience analysis

Human trafficking

“Something felt wrong, but I was afraid to say anything.�

Human trafficking is one of the fastest growing crimes, but it is very hard to detect. Many people do not even know what human trafficking is, and others think it only happens overseas. People do not typically see another person being trafficked, and do not recognize the signs pointing toward a trafficking situation even if they see it. Someone might also be afraid to report something suspicious just because they are unsure of what is really going on. Our campaign will alert Indiana residents that human trafficking happens here and will educate them about common signs and situations in which human trafficking occurs in order to encourage them to report it.

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Human trafficking

audience analysis

“I need a way to get out…

But where would I go?”

Human trafficking victims are hard to identify and even harder to reach. Victims are often isolated or constantly being watched by their abusers, have they been blackmailed or threatened to be blackmailed, and are from unstable, vulnerable, or low-income environments. Well-placed advertisements and consistent messaging will alert some victims that they are in an abusive situation, that there is somewhere to go, and that they may be able to take action on their own. Ultimately, our campaign seeks to let them to know that their community is trying to help.

Victims are often afraid to report or escape their situation, so they need the public’s support.

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Audience analysis According to the United States Census Bureau report in 2010, the Indianapolis city area reported themselves as fitting into the following races: Caucasian (61.8%), African-American (27.5%), American Indian and Alaskan Native (0.3%), Asian (2.1%), and Hispanic & Latino (9.4%). Approximately three percent of people identified themselves as multi-racial. From 2006 to 2010, the United States Census Bureau reported 8.1 percent of Indianapolis citizens were foreign-born, and 11.5 percent reported having spoken a language other than English at home.

This data stressed the importance of creating Spanish-language executions, delivering in-language advertisements on Spanishlanguage media vehicles, and putting placements around the city to reach all small segments of this diverse audience

Diverse Population

In the 2010 United States Census, 78 percent of same-sex couple households identified as white, African American (8%), Latino/a (9%), Asian/Native Hawaiian or other Pacific Islander (2%), American Indian/ 60 percent of labor trafficking victims were Hispanic, and 17 percent were Asian (Bureau of Labor Statistics).

40 percent of sex trafficking victims were African-American, and 26 percent were Caucasian (Bureau of Labor Statistics).

In 2011, sixty-seven percent of confirmed labor trafficking cases included undocumented aliens, while 28 percent were documented non-citizens (Bureau of Labor Statistics).

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Objectives Educate

Because the issues of domestic abuse against males and human trafficking are not commonly discussed in our society in Indiana, it is important to educate the public about them. To do this, we will use surprising statistics to grab readers’ attention. By raising awareness of these issues, the public can learn to recognize the signs of human trafficking and domestic abuse and can learn how they can help prevent it.

Support

Victims can be dealing with a variety of situations, can come from a variety of backgrounds, and may be at different levels of recognizing the abuse in their lives. However, they do have one thing in common – that The Julian Center supports them and is there to help. Our campaign will reach the victims through a powerful message with which they can identify. We hope to encourage them to seek help at The Julian Center.

Rebrand

While The Julian Center has a clear purpose, established history, and a variety of services, we felt that the brand did not present your strengths as well as it could. To improve this, we developed a consistent look for all of your branding efforts. This rebranding consists of curves that resemble your logo and a bright color palette.

Donate

Because The Julian Center is a non-profit that thrives solely off of donations, it is crucial that the organization have a well-developed plan on raising these funds. To do this, we have developed several strategies and events. Each of these will double as methods of increasing donations as well as raising overall awareness of The Julian Center and its services.

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Don’t hide itseek help Victims of abuse wear a mask of uncertainty, doubt, and fear to conceal their struggle. For some, society tells them that this is how it has to be. By knowing that a solution exists and pursuing the existence of help, these victims will shed their mask and find the freedom they deserve.

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Our primary and secondary research showed that domestic abuse against males and human trafficking are two vastly under-reported issues, and the fact that there are so few publicized reports means that many people in Indiana either do not acknowledge the seriousness of the situation, or simply do not think it happens here. Our research showed that a surprising number of people had not heard of domestic abuse against males, and that human trafficking was primarily thought of as an international issue.

Because there was such a gap of information with these two subjects, we realized that it was vitally important to educate the public to create awareness. A better understanding of these issues can not only help the victims in that the public better understand and accept their problem, but in the case of human trafficking, awareness could help push legislation that could combat the problem at a state and national level. In addition, because society is still uneducated about these subjects, we felt that The Julian Center needed to reach out to the victims directly to address the “here and now” aspect of their struggles, because public awareness and acceptance takes much more time.

Since we were dealing with an overall lack of knowledge of these subjects, it was important to use methods to educate the public that would be both relatable and approachable.

Because of this, we decided against fear appeals that use graphic imagery. Although such methods can be effective, we found that it is difficult to determine whether a fear appeal is, in essence, “too scary.” Furthermore, we wanted to tell a story with these advertisements.

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Print visual statistic Because human trafficking is primarily thought of as an international issue, we felt that using visual statistics would be effective because numbers about the issue within the United States are shocking.

We wanted to go beyond the statistics in order to reinforce the seriousness of the issue by showing that they represent real people with real struggles. To do this, our concept puts a face behind the numbers. The faces of the men, women, and children are not battered or bruised; rather, they are presented in a way that causes them to have no emotion, staring into the eyes of the viewer. The approach was chosen because it is often difficult to spot victims of domestic abuse.

Not all domestic abuse is visible, and many of these victims make an effort to hide their struggle.

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Print mask concept Because society often does not acknowledge men as victims of abuse and does not see their problem as something real, one of our objectives is to show The Julian Center as a voice of compassion for all victims of abuse. Many victims of abuse ignore their problem or keep it from others because they fear ridicule or being considered “less of a man.” Some may not know that they are in an abusive situation because not all abuse is physical. This is The Julian Center’s opportunity to use a sympathetic and understanding tone to let victims know that help is out there, and that someone is there to listen to their problem.

Once this had all come together in our research, we created the concept of “Don’t Hide It. Seek Help.” This striking visual portrays a man or a woman with hands covering his or her face, but his or her face is still visible. The idea behind this is that victims of abuse are hiding their struggle (Don’t hide it), but are still trying to find an answer to their problem (Seek help). By using this type of messaging, The Julian Center is able to create a direct link of understanding with the victim, while society is still in the process of gaining awareness to be more accepting.

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Concept testing Description We tested two advertisements through an online survey and obtained 236 responses. The first advertisement shown was the mask concept for male domestic abuse, and the second advertisement was the statistics concept for human trafficking. The results produced evidence that both concepts inspired the response that we intended.

The results for the mask concept proved that the advertisement would be successful and meet the campaign’s objectives.

Most respondents said it would catch their attention and would interest them. This is important because it means that this concept accomplishes the first goal of any successful advertisement. Readers are more likely to stop to read the full text to find out what the advertisement is about.

While the results for the human trafficking concept show that women were more strongly affected by this advertisement than men, this may be due to the common belief that human trafficking typically involves women; therefore, men are not as concerned. The human trafficking advertisement produced a wide range of emotions, and these feelings are what will lead our audience to awareness and inspire them to take action.

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The average age OF a victim of sex slavery

HOLDING IT IN HURTS THE MOST

People say age is just a number, but when the average age of someone victimized by sex slavery is 12, it’s not just a number; it’s a serious problem. Every year, hundreds of thousands of men, women, and children are taken from their homes and forced into slavery. A human trafficker does not discriminate; they will take

don’t hide it. seek help.

anyone that can make them a proot. It’s easy to think that it only happens half way around the world, but it happens in every country and every state in the U.S., including Indiana. Indianapolis is nearly equivalent to

Society tells you time and time again that your problem isn’t real, that men can’t be victims of abuse. But you are a victim. Hurtful words, physical attacks, or the loss of control over certain aspects of your life are reason enough to seek help. The Julian Center believes that abuse can happen to anyone, and has a variety of services such as counseling, temporary housing, and legal help to aid victims of abuse in getting their lives back together. Don’t hide it any longer, call the Julian Center today and nd the freedom you deserve.

that of Las Vegas, a city known for prostitution, in the frequency of sex trafficking crimes. By reporting suspicious activity, you could be the voice for these victims, and your call could help save a life.

317-920-9320 juliancenter.org

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broadcast

“People say it doesn’t happen, but I see it.”

“Don’t hide it. Seek help”

Tv

The concept for the PSA is similar to the mask concept used in our other advertising.

A male victim of domestic abuse tells his story about how society does not recognize his problem. A society that is uninformed ultimately is hiding these victims. By educating the public about the issue, The Julian Center supports victims as they become more comfortable facing their abusive situation.

“Society says...”

“...time and time again...”

“...that my problem isn’t real.

That I can’t be the victim.”

“I feel the pain, I hear the words...”

“...and I am forced to wear this mask..”

“I am a man, and I am a victim of domestic abuse”

Crowd noises fade in.

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radio Julian Center PSA Radio Script (Crowd noise in background, gradually fades out) Voice Over: “Society says, time and time again, that my problem isn’t real, that I can’t be a victim.

People say it doesn’t happen, but I see it.

I feel the pain, I hear the words and I’m forced to wear this mask.

I am a man, and I am a victim of domestic abuse.

Don’t hide it. Seek help.

Call the Julian Center and 317-941-2200.

Or visit us at 2011 North Meridian Street.”

(Crowd noise fade in)

broadcast

radio stations airing julian center We used similar aspects of the television PSA for our radio execution.

Instead of hands to represent society, we have included ambient noise of city streets and crowds. This represents the victim feeling lost in the crowd. This PSA is relatable to the general audience because they can see domestic abuse victims in their everyday lives.

89.1FM WSPM & 90.9FM WSQM 91.1FM WIRE 94.3FM WIFE 99.7FM WHSW 810 AM/107.1FM WSYW

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digital

We will use the Google Ad Network to publish banner advertisements. This network places advertisements on websites that appropriately fit its target.

In turn, this will create many impressions because the audience is more likely to pay attention to the advertisement. The executions above use the visual statistic concept to catch the readers’ attention. Because the nature of these advertisements is surprising and can be read quickly, they will be effective online due to the short attention span of typical online audiences.

An e-blast is an easy, inexpensive way to communicate with a specific target audience. Successful e-blasts should have minimal body copy and a visually appealing layout to encourage readers to view the entire email. The template for the e-blast should be consistent each time, with content changing each time with varying subjects. E-blast topics can include event promotions, asking for donations, and volunteer recruitment. The e-blast that we created has a jewel-tone color scheme, empty space along the sides to guide readers’ eyes down the copy, and a curve that contains The Julian Center’s contact information.

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direct mail Direct mail is known to be a reliable way to reach both groups and individuals in order to gauge an immediate response.

Because of this, we felt that a direct mail campaign would be appropriate in order to encourage people to donate. This direct mail campaign will be much easier than most other pieces of our campaign to evaluate success.

The Julian Center’s direct mail piece will use the visual statistic concept in order to grab a reader’s attention as they pull it out of their mailbox. This campaign will occur in a series, in which a different statistic about domestic abuse in Indiana will be used each time the mail is sent out. The back of the mail piece will tell potential donors specifically how certain dollar amounts will help domestic abuse victims at The Julian Center. By using a sliding donation scale illustrated on the back, the effectiveness of urging the receiver to donate is strengthened by the fact that they can know where their money is going. In addition, the direct mail addresses growing concerns about identity theft, because online donations are through a secure service. These direct mail pieces will be sent out through existing mail channels to past donors and to new prospective donors.

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out of home

billboard bold, eye catching, and quickly impactful Outdoor advertisements are a high-impact, costeffective medium that can grab our attention like no other form of advertising. They are delivered continuously as they reach out to thousands of people on a daily basis, while still targeting a specific audience according to location. By using 5’x11’ outdoor vinyl signs from Keyes Outdoor Advertising, we are able to reach our local target and spread awareness in a variety of locations throughout Indianapolis. At a one-time production cost of $200 per vinyl sign and $50 a month to display the signs in Indianapolis, this is an extremely cost effective way to reach out to victims.

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bus stop wraps

out of home

Create buzz around the indianapolis area While any type of transit advertising is known to be effective and eye catching, bus shelters offer an additional perk. They have the ability to catch people when they are bored and waiting for the bus, allowing your advertisement to reach audiences who have time to read it uninterrupted and to have better ROI. With a creative concept and an unexpected placement, The Julian Center should find everyone looking, reading, and remembering this advertisement.

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Public Relations Social Media Rationale

Our main objectives for Facebook are to increase the number of page “likes,� to increase interactions, to promote events, to demonstrate community involvement, and to encourage donations. To meet these objectives, we recommend that The Julian Center create a tone that is appropriate and approachable to victims, write posts that encourage conversation, and share information about a variety of aspects of The Julian Center. Including more photos, links, and videos will make your page more interactive. Doing this also will push events, encourage people to donate, and improve relationships with community partners.

Although tweets are shorter than Facebook posts, they serve as a good method to interact with followers about human trafficking and domestic abuse statistics, events from The Julian Center, and to promote donations. To get more followers, we recommend retweeting other accounts, interacting with people who tweet at you, and tweeting at Indianapolis residents, local college students, and Indianapolis accounts.

To encourage people to engage with and retweet your account, you should try to include photos, links, and videos.

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The main objectives for any YouTube channel are to increase the numbers of subscribers and video views. In order to do this, we recommend beginning by making multiple playlists that focus on one aspect of The Julian Center’s services. For example, playlists could include victim stories, event promotions, PSAs, how to volunteer and donate, Thrifty Threads, and informational videos about human trafficking and domestic abuse. Videos should be added more frequently and can be produced by a team of volunteers or an intern. Video comments on the YouTube channel should be monitored and responded to appropriately. In order to encourage video views, newly added videos and the channel’s link should be promoted on other social media sites.

LinkedIn is a professional network that allows companies and individuals to create a profile and connect with experts in their network and industry. The Julian Center should create a profile in order to establish credibility and awareness of its mission, cause, company information, and social media and website URLs. It also gives others a chance to support your cause by adding your page to the organizations that they care about. This will allow The Julian Center to build a network of partners and supporters, and to stay on the top of their minds. By following organizations that support a similar cause, The Julian Center can see how they support the causes and create new partnerships. Sharing updates, articles, and important announcements will keep the page active.

Amazon.com features a Wish List function that allows individuals and organizations to develop a profile of items that they wish to receive as gifts or donations. While The Julian Center encourages online monetary donations through its website, it does not have many options available to people who want to meet immediate client needs. The creation and implementation of an Amazon Wish List for The Julian Center ensures that you will get exactly what you hope to receive. By creating a simple, convenient, and secure way to donate, The Julian Center can expand its potential donor pool.

The Julian Center donors can use this Wish List to choose one or more items to purchase and send quickly and safely.

In order to help The Julian Center get started on its Amazon Wish List, Cre8 has established a Wish List based off of requested items from your website.

The items added have been classified into several groups – Art Therapy, Christmas, Christmas for Children/Infants, Clothing, Toiletries, and Urgent Needs. These items can be purchased and shipped directly to The Julian Center.

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Donations

art therapy sales

obective

To raise money and awareness for The Julian Center by selling art made by art therapy participants at local coffee shops.

strategy

At the end of each semester and school year, many school supplies are thrown away. During this time of year, large donation boxes will be set up at local primary, middle, and high schools, as well as on college campuses. The Julian Center will encourage students to donate his or her backpacks and unwanted school supplies. These backpacks and supplies will be given to the children and survivors from The Julian Center that are or will be attending school.

To best establish this fundraiser, The Julian Center should contact local coffee shops to obtain agreements to participate in this event and to set up dates and times. These events can be promoted on social media, and coffee shop owners can encourage their employees to spread the word about the event.

During the event, paintings can be displayed along the walls of the coffee shops. We recommend that the paintings be on display and available for sale over the course of one month.

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stuff a backpack drive

donations

obective

To acquire backpacks and unused or gently used school supplies for children and student survivors at The Julian Center.

strategy

At the end of each semester and school year, many school supplies are thrown away. During this time of year, large donation boxes will be set up at local primary, middle, and high schools, as well as on college campuses. The Julian Center will encourage students to donate his or her backpacks and unwanted school supplies. These backpacks and supplies will be given to the children and survivors from The Julian Center that are or will be attending school.

Two giant backpack donation boxes will be set up near the main offices at primary, middle, and high schools. They also will be placed on college campuses in student centers and on the first floor of the dormitories. Backpacks, school supplies, and other school-related items may be donated. The Stuff A Backpack Drive will take place for the last two weeks of school at each location. Due to schools ending at different times, The Julian Center should plan to drop off boxes at the end of April and pick them up in early June for the Spring semester and should drop them off in late November and pick them up in mid-December for the Fall semester. Schools should be contacted in advance in order to agree to participate in the drive.

The drive can be promoted through posters at the schools and letters sent home to the student’s parents and school staff.

Volunteers at The Julian Center will be responsible for delivering and picking up the boxes, as well as distributing the donations.

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Thrfty Threads

Strategy

Thrifty Threads, a thrift store promoted as a part of The Julian Center, was another opportunity to increase donations to domestic abuse victims. It is an important asset to The Julian Center because it serves as a channel for donations of clothing and furniture that go directly to victims that are currently staying at or being rehabilitated at the center. One of the benefits that The Julian Center has through Thrifty Threads is local impact. When someone donates to Thrifty Threads, their donation has a direct, positive effect on their local community.

Based on our observations and direct questioning of workers at the organization, we identified the strong need for additional gently used clothing, especially for children. In addition, we discovered an additional need for large furniture and appliances to help with apartment placement for victims.

To raise more awareness of Thrifty Threads, as well as increase donations, we created posters and direct mail. We chose to convey Thrifty Threads’ needs and to urge the readers to consider it as a place to donate the next time they have unneeded items.

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Direct Mail

Posters reach a broad audience, and this medium is crucial for reaching members of the general public who are unaware of both Thrifty Threads and The Julian Center. These pieces contain a brief summary of Thrifty Threads, a summary of why they need donations, and a list of items that are needed most. In addition, these pieces include a section about how to donate time by volunteering at the store.

Direct mail is effective medium because reaches the intended audience and contains a request for an immediate response. We designed a direct mail piece for Thrifty Threads that contains similar, condensed content as the posters. This direct mail emphasizes how many victims the center serves every year, as well as the items needed for donations. This should create a sense of urgency with the reader, in hopes that they will be encouraged to donate immediately.

To properly manage items needed by the families the Julian Center serves, our donation center also functions as a thrift store called Thrifty Threads.

Our mission: helping victims reestablish their lives.

Julian Center

Thrifty Threads

Your in-kind donations allow victims to start over and live a life free of abuse.

children

Winter Furniture Shoes

s to start tions allow victim Your in-kind dona free of abuse. over and live a life

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86TH ST Half Priced Books

Northbrook Shopping Center

DITCH ST.

We gratefully accept donations of gently used clothing for men, women and children along with household goods including linens, furniture, books, toys, and small appliances.*high need for childrens clothes.

to giv e bac k.

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We depend on community support to help the more than 5,500 victims we serve each year.

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1501 West 86th Indianapolis, IN 46260

Thrifty Threads

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rday Monday - Satu 10 a.m. - 6 p.m.

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Nothing to donate?

We are always looking for volunteers!

Monday - Saturday, 10 a.m. - 6 p.m.

Sunday, closed.

1501 West 86th Street Indianapolis, IN 46260

www.juliancenter.org

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ibp events

#Stopthebox

landscape photo of event To represent the concept of human trafficking, a human-sized wooden shipping crate was placed on the Ball State University campus in order to draw real-time engagement with students and faculty. The crate was be placed in a populated area where it was unexpected and out of place. Students and faculty were curious and engaged with it. In order to make this idea spread virally on any university campus, we relied on smart phones and social media, particularly Twitter, to spread the word about this campaign. During our campaign, we received coverage from three Ball State University student media outlets: The Daily News, NewsLink Indiana, WCRD 93.9 FM radio.

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Through this three-day campaign, we reached: 5,392 Twitter accounts 124 followers 287 Twitter mentions We developed a website to raise awareness about human trafficking in Indiana so that students and faculty could learn more about the issue. The website was reached after our audience scanned a QR code on business cards, which were distributed on campus during the campaign.

1,400 website hits that came up on mobile phones as a result of the QR code

over 20,000 impressions 40 Final Book.indd 41

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ibp events

julian jog

The Julian Jog is a 5K race that will be held in order to raise money and to increase awareness of domestic abuse. The goal is to get 500 or more Indiana residents to register and participate in the Julian Jog, while creating awareness for domestic violence. This event will take place in October, which is Domestic Violence Awareness Month.

This 5K race is a good way to become more involved externally within the community. By instituting this race, The Julian Center will have the opportunity to expand knowledge of its name, causes, and services, as it will be promoted throughout the city. This event also provides opportunities for The Julian Center to develop partnerships with other businesses and organizations in the Indianapolis area.

location

We recommend reserving space at Fort Harrison State Park in Indianapolis for the Julian Jog. This park can hold up to approximately 600 runners, and is located only 20 minutes northeast

time The Julian Jog should take place during the month of October, which is Domestic Abuse Awareness Month. This connection will help establish The Julian Center with its cause.

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Run for a cause

Run for a

Second chance

Run for

hope

Pre-Event Before the event, The Julian Center will have to recruit volunteers from local colleges and organizations, establish partnerships and donations with other Indianapolis businesses, and obtain all required materials for the event. It will be important that The Julian Center reserve the park far in advance. Promotional materials and media placements will need to be produced and planned several months in advance. Event promotion should begin several weeks before the event, so that people can register. Registration can occur at the event, but pre-registration can take place online or in person at supermarkets, college campuses, and fitness clubs.

During Event FORT Harrison State Park 5830 NORTH Post ROAD

Indianapolis

october 20, 2013

Registration: 8:45 am Race starts at10:00 am PROCEEDS BENEFIT THE JULIAN CENTER www.juliancenter.org

On the day of the event, volunteers will be responsible for setting up the track and other parts of event grounds. While the runners are participating in the race, viewers will have the opportunity to go to tables sponsored by The Julian Center, listen to a DJ, and donate non-perishable food items, clothing, school supplies, and toys.

Post-Event

After the race, an awards ceremony will take place. The Julian Center should thank runners and sponsors for coming to the event, and should remind them that they have just helped to make a difference in the lives of the people at The Julian Center. Volunteers will clean up the race grounds. Within two weeks of the event, The Julian Center should send follow-up thank you emails to all sponsors, partners, and race participants.

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ibp events

Bar restroom campaign

As we researched who is most vulnerable to abusive situations, we found that there is a strong relationship between alcohol consumption and domestic abuse. In order to combat this, we felt that an awareness campaign about domestic abuse to occur in places where alcohol is consumed was critical to reaching abusers and victims. To do this, we have planned to place posters about domestic abuse in bathrooms at bars. This should encourage people to recognize signs of abuse and to take action against it.

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Objective

To create awareness of domestic violence in areas of high alcohol usage.

Strategy

Since men and women can be victims of domestic violence, and abuse frequently occurs during or after alcohol consumption, bar venues are good locations to spread awareness. Because bathrooms are high traffic areas, the audience will be engaged and will consequently evaluate their post-drinking behaviors. This cost-effective poster campaign will reaches both sexes and will catch them off guard with a message that is powerful, direct, and memorable.

tactics

The Julian Center should contact popular bars in Indianapolis to obtain permission to hang posters in their bathrooms. Campaign posters about domestic abuse will be placed at eye level above urinals and in bathroom stalls in men and women’s bathrooms at bars in the Indianapolis area.

rationale

The Julian Center’s logo and number will be on the poster, which will generate awareness for the center. Poster viewers will learn to recognize signs of domestic abuse, some specifically related to alcohol consumption.

This awareness may help people recognize that: They are being abused and should seek help.

They are perpetrators of domestic violence and should stop.

They more than likely know someone who fits one of the two previous categories and should get help.

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Rebranding ReBranding

Importance of a Consistent Brand Image The Julian Center’s current brand image was a solid foundation to expand upon. While each separate element has it’s own complete image, when compared to other marketing materials the brand image is a bit inconsistent. It is important to have a consistent brand image because that first impression is directly related to the authority and trustworthiness of a company. Therefore, The Julian Center was rebranded and the marketing materials received a makeover in order to bolster a professional, cohesive brand image. A new color scheme, type family and style were fashioned to complete the new brand image. Combining these elements will help create a strong brand image for The Julian Center.

It is critical for a nonprofit organization to understand the importance of maintaining a strong brand, and how that image lives within the minds of your audience. Lack of clarity and a cohesive image is usually the result of the absence of a core brand image that connects with the intended audience. A brand image serves social, emotional, and functional needs. It is more than selling a product or service; it is selling an experience.

The community needs to have a connection to the brand in a manner than evokes the desire to help the brand and organization thrive. In order to promote this connection, a brand must establish the value of its mission while also displaying its personality. Most importantly, the brand must do so in a manner that utilizes clear, consistent messaging.

2

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COLOR Type Style

A color scheme was developed to compliment the new brand image.

An orange, pink, purple, green, and yellow color scheme was taken from common colors that The Julian Center currently uses. The colors were muted to a more jewel-tone scheme to reflect the severity of the issues handled by The Julian Center.

TYPE FACE

The type, font size, and headlines are consistent throughout the rebranding. “Avenir Book” was selected for the new copy writing.

Avenir is a clean sans serif font that is easy to read. The new headline font, called “Aller,” follows Avenir’s simple, sans serif look and feel but is a little bit more graphic and bold

Subtle curves can be found throughout the new rebranded image. The curves were developed to emulate the curves of the ‘J’ found in The Julian Center’s logo. Although different sizes and colors, the curves guide the reader’s eye across the page and promote a cohesive image.

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ReBranding Rebranding Brochures

With so many informational brochures available for clients, The Julian Center needed a consistent method to manage the information. A color scheme was developed to help organize the brochures by general topic. The content of the brochures was formatted in an easy-to-read manner. Graphics and bolded facts were added to break up text-heavy brochures. Each brochure features the same layout and components to ensure a consistent look.

Media Kit

A successful media kit provides vital information to news outlets in a manner that entices journalists to read each part. The Julian Center’s previous media kit relayed important information in a well-written manner.

To build upon this strong foundation, the content of the media kit was placed in a rebranded template.

The design of the media kit was created to reflect the design of the brochures. This goal was met by using the same color scheme and subtle curves throughout the document.

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internship Packet Because The Julian Center is a non-profit that thrives off of the work of volunteers, one way to increase the quantity of volunteers is to offer internships. The Julian Center benefits from having interns because they serve as additional people to aid in various functions at The Julian Center, and interns benefit from obtaining real world experience. In order to simplify the recruitment process for the internship program, we have developed an internship packet that outlines important details of each internship offered. This internship packet will be distributed to college campus career centers in central Indiana and be posted on the website. The internships can be promoted through social media.

The Julian Center Internship Packet

counselling centers

With its tradition of quality services and its updated branding, The Julian Center will continue to stay top of mind among counseling centers that refer victims for additional help. By partnering with counseling centers that offer services for issues outside of domestic abuse, these partners can refer domestic abuse and human trafficking victims to The Julian Center for a larger variety of services that fit your needs. In order to do this, The Julian Center can begin by distributing its branding materials, such as brochures and referral cards, to the counseling centers.

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PRINT

MEDIA Newspapers

Magazines

Newspapers are an ideal way to capture your targeted, local audience. We recommend the Indianapolis Recorder and local college newspapers in the surrounding Indianapolis suburbs.

The Indianapolis Recorder has a special edition on July 18th, 2013 that features the Black Expo, a large event in Indianapolis, which could be an ideal time to target victims. Inserts can also be placed in The Indianapolis Recorder during awareness months and the months coinciding with The Julian Center events at a low cost in order to put The Julian Center at top of mind during these times. As for local college newspapers, through our research we found most college students are uninformed about The Julian Center, so this is a direct medium that can raise awareness to the younger, college demographic.

In order to raise awareness during Human Trafficking Awareness month and Domestic Abuse Awareness month, as well as attract attention to The Julian Center’s events, advertisements should be placed in print. Magazines have a high pass-along rate, and will consequently allow your advertisement to be seen by multiple people per copy. We recommend the Indianapolis-based popular culture news magazine, NUVO, because it reaches a wide audience of our target with its weekly circulation of 40,000 copies. We also recommend After 40, as The Julian Center can target its main audience for donations and to become new attendees at its events.

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Television

Broadcast

Newspapers are an ideal way to capture your targeted, local audience. We recommend the Indianapolis Recorder and local college newspapers in the surrounding Indianapolis suburbs. The Indianapolis Recorder has a special edition on July 18th, 2013 that features the Black Expo, a large event in Indianapolis, which could be an ideal time to target victims. Inserts can also be placed in The Indianapolis Recorder during awareness months and the months coinciding with The Julian Center events at a low cost in order to put The Julian Center at top of mind during these times. As for local college newspapers, through our research we found most college students are uninformed about The Julian Center, so this is a direct medium that can raise awareness to the younger, college demographic.

radio

Radio is a powerful medium due to its strong local emphasis and direct targeting.

The stations included in our plan have the highest listenership of local 25-54 year olds, a considerable segment of our target. A radio PSA will compliment other media to raise awareness of The Julian Center. We recommend the PSAs to be placed in March and December, as well as May through September, coinciding with The Julian Center’s events and other Indianapolis area events that will attract large crowds. From 101.9 FM WKLU, K-Love, Christian Contemporary radio, we were able to secure 200 free radio PSA spots for The Julian Center. These spots will occur for two-week periods during every quarter. We also recommend purchasing spots on 91.1FM WIRE Adult Contemporary, 94.3FM WIFE Country, 99.7FM Adult Contemporary, 810AM/101.7FM WSYW Latino radio and 89.1 WSPM Catholic Radio Indy (along with complimentary matching spots on sister station WSQM), in order to reach our diverse, local audience.

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MEDIA

Online

Internet

Social Media

Although the Internet’s primary users are 18-29 year olds, older audiences are increasingly being drawn to explore it. We chose this medium for its broad reach and multicultural usage. While the Internet offers a variety of advertising options, one perk of using this medium is that there are also free options as earned and owned media. Buying advertisements year round can help to continually raise awareness and to promote events. Using free social media tactics to support public relations and events strategies will increase impressions of your brand name in a cost-efficient manner. As a non-profit, The Julian Center is eligible for free advertising up to a value of $10,000 per month on Google AdWords, which will target users in central Indiana who are searching for relevant key terms. This free text advertising will be supporting with buying image advertising through the Google Display Network. A $300 monthly budget on the Google Display Network allows us to place ads on websites that are relevant to The Julian Center, showing our ads to those who are most likely to be interested.

Through this network, we also will be able to manage and track our results throughout the course of the campaign.

Social media is a fast-growing, interactive communication tool, and is currently the most popular online activity. Through social media, we are able to very specifically select a specifically local target market. While social media is already a wonderful free tool, spending a little bit of money on it can be a big help in promotion and spreading awareness. Paying to promote tweets twice a year during Human Trafficking and Domestic Violence Awareness months will help to spread awareness and potentially help The Julian Center gain followers on Twitter.

Likewise, Facebook has a larger audience and is somewhat more interactive than Twitter. For a low cost, we can promote about 80 posts on Facebook per year, which will bring The Julian Center into newsfeeds across Indiana, bringing the possibility for more likes on its Facebook page.

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Budget

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Recommendations In August, we entered this project with little knowledge about human trafficking and domestic abuse against males. It is now December, and we can proudly say that we have met our goal: to complete the plan for a successful advertising campaign for The Julian Center. Though we expanded our own awareness on these issues, improved our skills in advertising strategy and design, and grew as a team, this campaign has become so much more than that. We proudly represent 22 new family members and allies to The Julian Center, and hope that the knowledge we have obtained this semester is only multiplied in the Indianapolis area throughout the course of our campaign.

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Evaluate

Eliminate

Collaborate

PICTURE

In order to appropriately monitor the campaign’s success, we recommend that The Julian Center conduct pre- and post-campaign surveys to see how awareness of the organization, as well as of human trafficking and male domestic abuse increases. To do this, we suggest taking a survey to various downtown areas to obtain responses from a variety of people of differing sexes, incomes, and ethnicities. Online surveys are an easy way to obtain more responses, but if pushed through The Julian Center’s social media, results could be biased.

One challenge that surrounds the issue of domestic abuse is that society does not typically acknowledge men as victims. The Julian Center currently is mostly seen as a center of resources for female victims of domestic abuse. In order to welcome more male victims of domestic abuse, we recommend beginning by eliminating any examples of gender bias in your social media and website. Make sure to include words such as “men,” “his,” and “him,” instead of limiting copy to female-specific words such as “women,” and “her.”

Although advertising and events can be expensive to plan, one way to cut the costs is to develop corporate partnerships with other local organizations and companies. This will help you to increase recurring donations, as well as one-time donations for events. Getting professional companies such as doctors, dentists, and lawyers to offer reduced-rate or free services to victims of domestic abuse could be very helpful. Other places that we recommend include print shops, media companies, city parks and recreation, and churches.

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