Project Hope Alliance: Unlock Tomorrow's Potential

U n lo ck To m o rrow ’s P ot e n t i a l CAMPAIGN BY: Jessica Braslow and Ranggin Hedayat

Table of Contents Executive Summary........................3 Fact Sheet........................5

Part 1: Campaign Plan • • • • • • • • • • • •

Background........................9 Situation Analysis........................11 Core Problem........................13 Goals and Objectives........................15 Key Publics ........................17 Theme........................19 Message Strategies........................21 Strategies and Tactics........................25 Communication Confirmation Table........................29 Calendar........................31 Budget........................33 Evaluation Criteria & Tactics........................35

“You need money to live, you need money to get food, money is important...but not as important as love” -Marc, Age 8

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Part 2: Communication Tactics

News Release........................39 Feature Article........................41 Social Media Site........................43 Media Pitch Email........................45 Radio Pitch........................47 Sposkperson Bio........................49

Part 3: Appendix

Board Member Interview........................53 Visiting 214........................55 Focus Groups........................57 Survey Analysis........................61 Research Bibliography........................63

“I would like to have my own room one day...be one of those kids that know what it feels like” -Marc, Age 8

Executive Summary

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The desire to help others is what drives Project Hope Alliance, an organization that is devoted

to helping families who have been displaced from their homes. An organization that came from humble beginnings, Project Hope Alliance now helps hundreds of children whose families now live in temporary housing.

Homelessness in Orange County is a problem that continues to rise, with numbers ever increasing.

Project Hope Alliance’s mission is to aid those in need, to help bring the community together to help those who belong to it, and to find a way to give these families and children the best possible chance for success. In short, there is no better goal than trying to unlock tomorrow’s potential.

Core Problem: • If Project Hope Alliance does not raise at least 20% more awareness for both the homeless situation in Orange County as well as for their own organization, the organization will be unable to obtain more donations, and in turn will have difficulty increasing supplies, resources and programs.

Core Objectives: • The core objective of Project Hope Alliance is to increase awareness in the Newport-Mesa community, raising the topic as one of integral importance for those not only who live in the area, but for the school system as well. Raising awareness will not only ideally increase donations, but also the number of volunteers and advocates fighting for this cause.

Fact Sheet

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Project Hope Alliance 1954 Placentina Avene, Suite 202 // Costa Mesa, CA 92627

FACT SHEET Contact: Susi Eckelmann Programs and Outreach Coordinator (949) 722-7863 susan@projecthopealliance.org

Mission:

The Project Hope Alliance (PHA) stands to end family homelessness through excellent education and financial support. The programs funded by the PHA aspire to eliminate the barriers homeless children face and stop them from attending school.

Organization:

A board of directors manage PHA operations. This non-profit, service provider is led by Executive Director Hayes Drumwright along with eleven employees.

Programs:

Project Hope Alliance partners with the schools of homeless children in the Orange County region to ensure consistent student attendance, improved grades and increased social confidence. For fifty (50) weeks a year, following the academic day, PHA has funded the students of Skyview Elementary participation in the Boys and Girls Club where they participate in valuable life-skills programs, fitness activities, and academic assistance in the computer lab as well as all other Club programs available to the general membership. The Family Stability Program (FSP) aims to improve the lives and wellbeing of homeless and at-risk families in Orange County. The FSP supports them in either obtaining or keeping their housing; additionally, the FSP allows families to stay in a secure place with their kids and making sure they go to school.

Services:

Project Hope Alliance provides homeless children with valuable life lessons that build character and sparks confidence into their lives. Project Hope Alliance involves themselves into the child's life by mentoring them with positive reinforcement concerning grades and social life. Children are also provided safe, dependable transportation from their motels and shelter programs to school each morning and home from the after school program each evening. Additionally, PHA provides family assistance in emergency situations including rental assistance, utility assistance, grocery store gift cards, the operation of a food pantry as well as the dissemination of new socks, underwear and toiletries when needed.

Hours:

Project Hope Alliance is a 24 hour facility.

Volunteers:

Project Hope Alliance needs more volunteers to help with social media, management, web development and much more! You can chose to volunteer on a regular basis or for special occasions and onetime events.

Donate:

Our families are in dire need and often have to choose between paying for rent or paying for food. Let's make them not make that decision. They would be grateful for the following: gift cards, food (non-perishable), toiletries and financial contributions.

Part One: Campaign Plan

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Background

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H

omelessness has existed in American society since the founding of our nation. However, in recent years there has been an increase in homelessness resulting from two major issues; a shortage of affordable housing coincided with an increase of poverty. Founded in 1989, Project Hope Alliance is a nonprofit organization that provides financial stability and educational programs to help end the cycle of family homelessness. It not only addresses the immediate needs of those affected, such as clothing, food, books, rides to school, rent, and hygiene items, but also helps families obtain financial independence.

One of Project Hope Alliance’s major goals is to aid families in their transitions from homelessness to selfsufficiency. This provides stable living environments for children to achieve academic success. The organization focuses on helping at-risk children gain confidence in their academics and realize their full potential. They’re dreams can be within reach.

In the world of non-profits there really are no competitors, however, other organizations in Orange County such as Boys and Girls Club and Boys Hope, Girls Hope solely focus on donations rather than attempting to fix the problems at their core. These organizations have established professional credibility through social media, branding, and coordinating with local school districts to promote their programs. One way Project Hope Alliance can increase their awareness is through active social media presence and media relations. With the ever increasing need for homelessness awareness, targeting school districts, parents, and volunteers in Orange County will benefit Project Hope’s efforts.

“The organization focuses on helping at-risk children gain confidence”

Situation Analysis “Our mission is to instill a value of education in order to end the cycle of homelessness and poverty by providing resources that will help at-risk families reach self-sufficiency and financial stability� -Jennifer Friend, CEO 11

Project Hope Alliance is dedicated to making sure homeless children do not face any disadvantages when it

comes to their education. Homelessness not only affects their physical and emotional health, but also their cognitive development. These issues need to be addressed before it is too late. PHA provides resources to help the homeless slowly become self-sufficient and financially stable. That is why Project Hope Alliance provides an Education Program to ensure future success.The organization hopes to partner with local schools to ensure attendance and to instill a value of education in order to end the cycle of homelessness and poverty.

Project Hope Alliance also has a Family Stability Program (FSP). With this Program they hope to decrease homelessness and create self-sufficiency. The families of the children they serve in the Education Program are able to receive help as well. “The Program assists homeless and at-risk families in either obtaining (in the context of a Housing First model) or keeping their housing and allowing them to stay in a stable situation and their kids to remain in school.� FSP also provides family aid in emergency situations offering rental and utility assistance, groceries, clothing and toiletries when necessary.

The nonprofit organization was founded in 1989, and has grown dramatically over time. They have served over 1,200 children and families in the past year. These families are in the low-income bracket in the Orange County area.

The clients they serve are children ages 18 and under, however, their families also become clients as well.

Being located in the Orange County area provides many opportunities for PHA. Several opportunities that have presented include partnering with different businesses and educational institutions in the Newport-Mesa area.

The increasing number of companies working to promote local causes has allowed PHA to present to even more demographics of people. Additionally, many families have begun to encourage their children to volunteer in the area so as to promote awareness of some of the less glamorous aspects of Orange County. This provides a whole new dimension of volunteering.

Core Problem I

f Project Hope Alliance does not boost regional awareness and differentiate itself from surrounding nonprofits who aid homeless children, then the organization will be unable to position itself as an influential nonprofit, and in turn will have difficulty increasing volunteers, donors, and ultimately decreasing the number of homeless children around Orange County.

“28,000 homeless youth in Orange County�

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Goals AND Objectives “39 percent of the homeless population are young people under 18�

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Raise Awareness of Homeless Issue in Orange County, California for Target

Audience (age 27-57)

A: Maintain financial independence retention rate for current clients (90%) B: Increase social media followings by 25% by Jan. 1, 2014 C: Host an open house and invite at least three local mom bloggers by Jan. 1, 2014 D: Present demonstration on housing at three educational institutions by April, 2014

Gain one new regional partners/sponsorships (3rd party)

A: Obtain a spot in Knott’s Berry Farm for 214 sq. ft. display by Jan. 1, 2014 B: Gain one sponsor to help host 214 Day special event PHA awareness concert at Knott’s Berry Farm by Jan. 1, 2014 C: Enlist the aid of at least one local church to hlep provide donations that will help cover daily overhead costs by Jan. 1, 2014 D: Partner with Diversity and Equity at least one academic institution by Jan. 1, 2014 E. Obtain corporate partnership with local reltailer which offers consumers donation access for PHA by Jan. 1, 2014

Raise influence and awareness of organization on social media

A. Increase followers on social media sites by 25% by Jan. 1, 2014 B. Increase social media posts by 35% by Jan. 1, 2014 C. Host one networking event by Dec. 20, 2013 to increase volunteer participation and boost social media numbers/influence D. Create interactive photo-sharing campaign for PHA’s Facebook account by January, 2014

Key Publics Key Public: 18-24 year old Volunteers living in Orange County • Self-Interests: volunteer credits, building relationships, helping others, becoming better citizens, resume fillers • Influencers: parents, school teachers, other students

“50 percent of our PHA students are two full school years behind in their academics” -Jennifer Friend, CEO

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Key Public: Middle Class Families in Orange County with Children ($50k-$80k/year)

• Self-Interests: providing for their family, establishing a healthy community for their children, giving back to teach values, increase value of local school system, maintaining healthy family life, setting impression for peers and children.

• Influencers: Educators and administrators at children’s schools, children, children’s friends, peers, fellow neighbors, co-workers, extended family.

Key Public: Orange County School Districts and Faculty

• Self-Interests: free tutoring, free rides to school, educational stimulation through Educational Program, close academic gaps, consistent student attendance, enhance student selfesteem, instill value of education, assisting families obtain and/or keep housing (Family Stability Program), stable situation so kids can remain in school • Influentials: Orange County school district staff, teachers,administrators, Orange County Department of Education, community leaders, other parents, extended family members

Theme Goal: To raise awareness of homeless youth in Orange County by inspiring homeless children to help recognize their full potential

“7 out of every 10 homeless children change schools two or more times per year�

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“Unlocking Tomorrow’s Potential”

Message Strategies

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Key Public 1: 18-24 year old Volunteers Living in Orange County Identify self-interests: • You want to actively support and promote awareness for many social issues impacting your area. You have the time and availability to give back to the community and promote awareness.

Present the issue/problem: • With Project Hope Alliance’s lack of awareness you may not realize the amount of homeless children that could benefit from your volunteer help. If you can look past the homeless stereotypes you can help them see their potential and work towards a positive future.

Present the nonprofit as a solution: • Since Project Hope Alliance centralizes their objective around the support of the "younger generation", 18-24 year old volunteers offer homeless children a relatable source of mentorship; ultimately, the bond between young volunteers (i.e., 18-24 year olds) and homeless children promotes an uncommon opportunity of genuine human connection, which in the end can positively affect both parties mutually.

Make the appeal: • This is a topic that matters to them because it is a growing trend in their demographic to get involved with philanthropic organizations. From Honors societies to Greek organizations at local schools, there is a social push for community involvement. Additionally, assisting with this kind of organization may assist any requirements their social or academic institutions may require. Lastly, involvement in the community will provide an element to the resumes of those preparing to leave college or grad school.

Conclude: Volunteer to unlock tomorrow’s potential.

MESSAGE STRATEGIES Key Public 2: Middle Class Families in Orange County with Children Identify self-interests: • As the primary audience for spreading and attaining awareness, you benefit the most from this campaign.

This new-found awareness is what socially responsible parents are looking for, for their children to grow into socially aware young adults.

Present the issue/problem: • Project Hope Alliance has a lack of presence among middle class Orange County families. Homeless families are not much different than you. We need your help to change the way people view homelessness.

Present the nonprofit as a solution: • Project Hope Alliance works directly in the community and actively engages with homeless children in hopes to minimize children with little or no chance of socioeconomic survival. middle class families with children have the ability to recognize that in order for society to function effectively, a strong middle class must be developed.

Make the appeal: • Parents who also get involved will gain social status in their own respective communities for their dedication to serving others. Between the chance to set an example for their children, the opportunity to help their kids explore their community, and to gain respect for their work, middle class families with children have much to gain through working with Project Hope Alliance.

Conclude: Help a family unlock tomorrow’s potential.

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Key Public 3: Orange County School Districts and Faculty Identify self-interests: • You are the most aware of the homeless situation in Orange County. You have daily interactions with many of the homeless children, and are often the ones to report each child or recommend them to a program in the area. You are also able to impact and reach out to those, parents and other students, who are not as aware of the homeless situation. Project Hope Alliance would be able to get a larger grasp on those who are those who aren’t aware of the situation and can target them directly.

Present the issue/problem: • Project Hope Alliance is not visible enough with the Orange County school districts. We need you to refer homeless children to us so we can help them instead of ignoring their situation. We want you to be aware of the organizations education program. We can work hand in hand to make sure these children are able to attend school everyday and get the education they deserve.

Present the nonprofit as a solution: • District and faculty members situated around the Orange County area benefit immensely from the selfless duty Project Hope Alliance tries to promote. Homeless children throughout the Southern California public school district endure living situations so deplorable that simple tasks such as studying or researching are nearly impossible for the student to achieve. Project Hope Alliance aids school employees in several critical areas which establish a more effective and safer environment for all students: improved grades and study habits, enhanced social interaction with adults and classmates, emotional and psychological growth and development, athletic engagement and improved college acceptance rate.

Make the appeal: • The Orange County school districts and faculty have much to gain from working with Project Hope Alliance. One of the first and foremost is service for the community. Many middle schools and high schools require that students gain service or community hours, so it is a valuable resource for administrators and teachers to have on hand.

Additionally, students in their school districts likely suffer from homelessness, so to address the problem at large is to help remedy it in the academic setting (especially like things with families switching districts every month or so).

Conclude: Influence tomorrow’s potential.

Strategies AND Tactics Public: 18-24 year old Volunteers Living in Orange County Strategy 1: Influencing young adults around the Orange County area to volunteer for Project Hope Alliance by building issue awareness and incentives.

Tactics: • PHA will offer college students volunteer hour(s) for each hour they work in their tutoring programs • PHA will begin touring several colleges in the OC area and request faculty permission to announce volunteer opportunities to students.

• Create call to action posts on social media sites asking followers to like/retweet to be entered in a raffle for a chance to win concert tickets • Partner with local college and university Freshman Year Programming and Orientation, exposing new students to ways to get directly involved right away by hosting a display during Orientation Week.

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Strategies AND Tactics Public: Middle Class Families in Orange County with Children Strategy 2: • Instill an emotional and cohesively accurate understanding with middle class families in regards to the seriousness of child homelessness and the consequential impact it has on society, aiming to encourage middle class families to actively and productively promote child homelessness as a genuine socio-economic problem.

Tactics: • PHA will set up it’s 214 sq. ft. motel model in each OC school district (Santa Ana, Fullerton and Anaheim to start), for families to tour and gain a deeper understanding of child homelessness in their area.

• Instill pre-advertisement visuals and facts billboards/posters about child homelessness throughout the Orange County area.

• Host an Open House event at PHA offices and invite local families, mom blogger and media to get a better sense of the organization’s mission, environment and programs. Hand out information kits so that the families leave with a much better understanding than when they walked in.

• Create displays in grocery stores with a list of items that these families struggle to afford, engaging their sense of responsibility. At the displays, informational cards and pamphlets can be made available, outlining how these families can get involved.

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Public: Orange County School Districts and Faculty Strategy 3: • Help influential decision makers, such as school district superintendents, principals, and teachers become aware of the issue and get involved with the organization to increase local support and build awareness.

Tactics: • PHA will hold bi-annual information sessions for school district superintendents, principals, teachers and the community to keep them informed and up-to-date on the latest statistics, efforts, and programs involving the homeless situation.

• Host an exclusive, invite-only PHA Luncheon for all the superintendents, principals, and teachers in OC in order to make our presence known, inform the guests and build one-on-one relationships.

• Incorporate educational trainings on awareness and how to address the topic in class for all faculty before going into each academic year.

Communication Table “Families comprise nearly 40 percent of all who are homeless�

Key Public

Self-Interests

18-24 year-olds in Orange County

University service requirements, volunteer hours for college applications, give back to the community

Influentials

Peers, teachers, family, school administration, roommates, social groups, organizations, celebrities, co-workers, employers

Objectives

Increase social media followings by 25% by Feb. 2014 Raise awareness of volunteer opportunity to 25% of key public

by Feb. 2014

Influenc the Ora volunte by build incentiv

Setting positive examples for family and neighborhood, to be able to reach out and help the Middle class homeless in their families with children in Orange neighborhoods, to help County raise awareness

Neighbors, Peers, children's teachers, extended family, PTA, coworkers, employers, friends

Host an open house and invite at least 3 mom bloggers by Dec 2013, Raise awareness of volunteer and tutoring opportunities by Feb. 2014

Instill a accurate middle the seri homeles consequ society, class fam product homeles econom

Orange County school districts and faculty

Student body, parents, enrolled teachers, donors, administrators, friends, family, coworkers, employers, Orange County Board of Education

Raise awareness by hosting an open house night for the Orange County school district staff and administrators by Dec. 2013, Raise awareness of tutoring opportunities by Dec. 2013

Help in such as superin teacher and get organiz support

Consistent student enrollment, help refer homeless students

wings

eer public

vite at ec

4

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“Nationally, 72 percent of homeless children perform below grade level in spelling” Strategy

Tactics/Tools

1.PHA will offer college students volunteer hour(s) for each hour they work in offered tutoring programs 2. PHA will begin touring several colleges in the OC area and request faculty permission to announce volunteer opportunities to students.

3. Create call to action posts on social media sites asking followers to Influencing young adults around like/retweet to be entered in a raffle for a chance to win concert tickets the Orange County area to volunteer for Project Hope Alliance 4. Partner with local college and university Freshman Year Programming and Orientation, exposing new students to ways to get directly involved right away by building issue awareness and incentives. by hosting a display during Orientation Week 1. PHA will set up it’s 214 sq. ft. motel model in each OC school district (Santa Ana, Fullerton and Anaheim to start), for families to tour and gain a deeper understanding of child homelessness in their area.

Instill an emotional and cohesively 2. Instill pre-advertisement visuals and fact billboards/posters about child homelessness throughout the Orange County area. accurate understanding with middle class families in regards to 3. Host an open house event at PHA offices and invite local families, mom bloggers, and media to get a better sense of the organization’s mission, the seriousness of child environment, and programs. Hand out information kits so the families leave homelessness and the with information in hand, and online addresses to get in contact with the consequential impact it has on society, aiming to encourage middle organization (call to action).

4. Create displays for grocery stores with a list of items that these families class families to actively and struggle to afford, engaging their sense of responsibility. At the displays, productively promote child informational cards and pamphlets can be made available, outlining how these homelessness as a genuine socioeconomic problem. families can get involved.

1. PHA will hold bi-annual information sessions for school district superintendents, principals, teachers, and the community to keep them informed and up-to-date on the latest statistics, efforts, and programs Help influential decision makers, involving the homeless situation. such as school district 2. Host an exclusive, invite-only PHA Luncheon for all the superintendents, superintendents, principals, and teachers become aware of the issue principals, and teachers in OC to make our presence known, inform the guests, and build one-on-one relationships with future clients/partners. and get involved with the 3. Incorporate educational trainings on awareness and how to address the organization to increase local support and build awareness. topic in class for all faculty before entering each academic year.

Message

Volunteer to unlock tomorrow's potential

Help a family unlock tomorrow's potential

Influence tomorrow's potential

Calendar

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“You don’t have to be around people that you don’t want to be around. I’m not the smartest or the coolest kid or anything...I don’t like being like that, I can be myself and people like me already” -Marc, Age 8

Budget

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Item Description

Quantity

Cost per Unit

Total Cost Estimate

Communication Tactics: Newsletter – four pages, two color ● Writer’s fee (written in-house) ● Photographer’s fee and expenses ● Graphic designer’s fee ● Printing – base on quantity 3000 Email blasts (to encourage visits to website) ● Distribution News release ● Write in-house ● Via email ● Wire service fee (wide distribution) Feature Story – 1,000-2,000 words ● Writer’s fee (in-house) Print Advertisement ● Writer’s fee (written in-house) ● Photographer’s fee and expenses ● Graphic designer’s fee Radio – 15, 30 or 60 second ● Produced – script plus professional announcer Media alert distribution ● Via email Pitch letter distribution ● Via email

0

.20 0

0 500 750 600 0

0 0 0

0 0 0 500

0

0

0

0 500 1,000 1,000

0

0

0

0

Special Event: Videographer – half day rate Photographer – two hours Music ● Young the Giant, Gwen Stefani (No Doubt), Dave Matthews, Aquabats, (any of these bands will donate services) ● Musician hotel rooms (comped rooms) Decorations ● Banners 3 Sound system, with operator (comped by bands) ● Microphone, speakers “214” T-Shirts (GIveaway) 100

500 250 0

0

0

0

330 0

990 0

5.57

557

_________________________________________________________________ Total

$7,147

Evaluation Criteria Raise Awareness of Homelessness in Orange County for Target Audience (age 27-57)

Evaluation Tactics: • PHA will set up it’s 214 sq. ft motel model in each OC school district (Santa Ana, Fullterton and Anaheim), for families to tour and gain a deeper understanding of child homelessness in their area.

• Create call to action posts on social media sites asking for followers to like/retweet to be entered in a raffle for a chance to win concert tickets • Create displays in grocery stores with a list of items that families struggle to afford, engaging their sense of responsibility. Informational cards and pamphlets will be available outlining how these families can get involved.

These grassroots tactics offer targeted audiences to be hands on with the information they are given. A

majority of these options are call-to-action and require them to either go online and look at the website, or go to the 214 motel model.We would track how many people in each district have attended the 214 motel model, and depending on increases or decreases we would adjust the outreach tactics. If increased we would continue on with the plan at hand, if there are decreases we would push more on the social media side, or target alternative groups.

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Gain One New Regional Partner/Sponsorship (3rd party)

Evaluation Tactics: • Obtain a spot in Knott’s Berry Farm for the 214 sq. ft. display/concert by February 14, 2014 • Hold a benefit concert for 214 Day with local bands

By gaining a well known regional partner Project Hope Alliance will become a well known entity on a much

larger scale. As well, by holding this concert, attendees will become aware of the issues presented and in turn could potentially spread mass awareness through their own social media handles. In turn homelessness awareness will spread regionally and/or nationally potentially bringing in new donors, volunteers and activists.

Raise Influence and Awareness of Organization on Social Media Evaluation Tactics: • Track online hits to Project Hope Alliance page • Track links to homeless programs through the PHA website • Track Twitter presence through hashtags and follower requests

Tracking online hits allows us to see whether our efforts on social media and other outlets are reaching the

targeted audience. If the hits to various programs through the PHA website increase it will demonstrate that we are hitting our correct audiences and can continue down the same path. On the other hand if there is a no increase or a decline that means we need to re-adjust our outreach attempts either pushing more on the social media side, or targeting new audiences.

Part Two: Communication Tactics

News Release

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FOR IMMEDIATE RELEASE: ORANGE, Calif., Oct. 23, 2013.-- The Orange County based non-profit organization, Project Hope Alliance, who serves the local homeless population, is bringing its 214 sq. foot installation project to Knott’s Berry Farm on Feb 14, 2013.

The 214 Sq. Foot project is an immersive installation that reflects on the experience of homeless persons living in low budget motels around the Orange County area. The installation is a 214 sq. foot staged motel room including typical motel furniture, as well as objects reflecting on personal belongings of a composite family.

There will be personal narratives of motel-life and a showing of the Alexandra Pelosi documentary titled, “The Motel Kids of Orange County.” Opening reception and a homeless fact conversation starts at 4:00 p.m. Executive Director of Project Hope Alliance, Jennifer Friend, will later share her personal motel-life story.

For more information on Project Hope Alliance and the 214 Sq. Foot project, please visit www.projecthopealliance.org.

Team Project Hope Alliance looks forward to seeing you at Knott’s Berry Farm for the 214 Sq. Foot installation project and gaining your help to stop homelessness in Orange County’s youth! ### Key public: 18-24 year old volunteers living in Orange County.

Secondary publics (audiences), if any: Middle class families with children located in Orange County.

Feature Article Project Hope Alliance Helps Make Motel Living a Harsh Reality

It is hard to imagine anyone in Orange County struggling to make a living.

An installation of a 214 square foot motel room was displayed inside of St. Andrew’s Presbyterian Church. Project Hope Alliance utilized funds to seek out the help of Luke and Christine Hegel-Cantarella of the Claire Trevor School of the Arts at UC Irvine to help create a 214 square foot model of a motel room. This display is an exact replica of the rooms where homeless families find shelter. The temporary art installation is build to help people in Orange County understand that not everyone in the area lives in luxury. People all over the city are crammed inside of small motel rooms very similar to the replica.

The exhibit is set up in a way which makes it seem as if it were occupied long term by a family. The purpose of this event is to help the organization raise awareness for the homeless. Project Hope Alliance wants to show the people of Orange County understand that homelessness exists in their neighborhoods and should not be ignored.

Visitors of the event first notice the welcome mat outside which fails to do much welcoming. It reads, “This motel is prohibited by local law from renting or otherwise providing any room to any persons for thirty (30) or more days.” This shows how very temporary these homes can be for the homeless. This is the exact reason why so many homeless children are constantly forced to change schools and fall behind in their education. Upon stepping inside, the viewer immediately feels how crammed the space is. In the corner to the right is a small mattress where several children sleep on.

One foot away from the mattress is the one bed in the motel room, which is most likely for the parents of the family. There

are no separate rooms or walls between each person's space.

There is no personal privacy at all. To echo this, on the bathroom wallpaper, it reads, “You get no privacy.” Just like this there are other statements all over the room like, “You know how the economy is going down? We’re not feeling it because we’re already there.” There is also a recording of small children playing in the background. These things bring a sense of reality to the situation. It is truly difficult to survive in such an environment.

The family must find creative ways to use the space, like stacking bins of clothes in a corner or piling up canned foods on a counter.

However temporary the space may be, there is a sense that the family is trying to make it feel like a home. Sports trophies, school projects, and diagrams can be found on the walls and dressers.

“You never know what a child is facing,” said Jessica Friend, the executive director of Project Hope Alliance, “We’re trying to get across the fact that children who are homeless face a myriad of obstacles in their daily life.” Friend knows exactly what these children are going through as she grew up in Orange County motels with her family. She has first-hand experience, and really understands what these children are going through. Friend is determined to make a difference in their lives.

The display does a great job of helping people get a sense of understanding. The real-life replica puts things into perspective and brings homelessness to life. Instead of preaching and trying to capture people’s attention through words, they are able to directly show them the harsh conditions. It shows how hard it can be to succeed in life when dealing with such circumstances.

Project Hope Alliance hopes to help homeless children reach their potential through education.

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Social Media Site “Project Hope Alliance has a great Facebook presence. The site is regularly updated with posts and interactions with its over 1,800 followers. This trend needs to be repeated throughout other social media sites including Twitter, LinkedIn, and Google+, which are lacking in comparison� -Susi Eckelmann, Programs and Outreach Coordinator

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Media Pitch Email

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Subject Line: Knott’s Berry Farm pairs with non-profit for benefit concert

Contact Contact Contact Contact ________,

Each night there are roughly 28,000 homeless children sleeping in the Orange County area, while roughly 10,000 people wander the parks of Knott’s Berry Farm.

The Los Angeles Times Sunday edition would be greatly beneficial to raising awareness about the homeless situation in Orange County.

Project Hope Alliance, in conjunction with Knott’s Berry Farm, will be hosting 214 Day on February 14th, 2014. The park will feature a 214 square foot walk through replica of how roughly 28,000 homeless/motel children live each day.

We would be greatly appreciative if you could write an article about raising homeless awareness in Orange County and our upcoming Knott’s Berry Farm display I have attached our press kit below. If you are interested and would like to speak with someone for more information, please contact me at your earliest convenience.

I look forward to hearing from you about this opportunity.

Best,

Susi Eckelmann Programs & Outreach Coordinator 949-722-7863 susan@projecthopealliance.org

Radio Spot

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“

One out of every six students in Orange County are living in poverty and struggling tremendously to keep up in school and avoid dropping out. That is why Project Hope Alliance is observing February 14th, thats 2/14, as “National Homelessness Awareness Day” in Orange County. Project Hope Alliance is planning a benefit concert, including an installation of a 214 sq. ft. motel room model that can be seen at Knott’s Berry Far in Buena Park, Ca. to celebrate this important day. Join with family, friends, and neighbors in making National Homelessness Awareness Day a year-round event. Call (949)-722-7824 to find out how you can show your support in Orange County all year long. Homeless children have nothing left to lose, but their potential. After all, our children are the futrue, and the future is in our hands

”

Spokesperson Bio

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Spokesperson Bio Jennifer Friend, Executive Director jennifer@projecthopealliance.org In January 2013, business legislator and outspoken philanthropist, Jennifer Friend, was chosen as Executive Director of the Orange County 501c(3) nonprofit organization Project Hope Alliance (PHA).

“There are 28,000 homeless kids in Orange County,” Friend said. “We would like to have the ability to make education accessible to every child in Orange County.”

Friend, who officially begins her new work in January 2013, knows all too real how homelessness affects an individual and their families; the successful lawyer and partner at Selman Breitman LLP, spent most of her middle and high school years going back and forth from oceanfront homes to motels.

“We either lived on the oceanfront or we lived in a motel,” Friend said. “It was pretty drastic… economically schizophrenic. That’s the only way I can describe it.”

Despite her family's socioeconomic hardship, her loving and hard-working parents strived Jennifer to peruse her education, regardless of her troubling living arrangements as an adolescent; bounded by Friend's strong family relationship, she and all three of her young brothers prospered in school and went to be successful in their own respective careers.

Realizing the difficulty her own economic instability had caused, Friend pledged to never endure such hardship in her adult life.

The fears of her difficult past motivated her in such a way that failure was never an option; however, the last few years of her life upside down. "I wasn’t happy just perusing stability," Friend said. "It was hollow".

Initially, in the Spring of 2010, she struggled with the decision to join PHA because she worried it would be too much for her dad to handle since he had a sense of shame associated with it and she didn’t want to put him in a bad light.

“Being vulnerable is not something that I’ve ever enjoyed being,” Friend continued. “And this was basically me putting my biggest point of vulnerability in front of people who were in my new world, who didn’t know anything about my past.”

As time proceeded, between her work with PHA and her father's abrupt passing, she started to deal with her past.

“Everything was really brought to the light and I started realizing that instead of this part of my life being my most shameful moment, it could actually be the most powerful tool used to be able to help others,” Friend said.

Reluctant and possessed with tiredness anxiety, Friend perused accepting the position as Executive Director of PHA and felt that working with the nonprofit group was what she was meant to do.

“My fear almost prevented me from doing what I feel I was called to do,” she said, “but I’m really glad it didn’t.”

For the first time in her life, she feels like she truly is herself and who she was always meant to be.

Her past, present and future all make her who she truly is. She’s the kid in the motel, she’s the determined lawyer and she’s the person who wants to change the world.

And through Project Hope she is helping change the world in her own way.

Part Three: Appendix 55

Board Member Interview Susi Ecklemann How do you measure awareness?

• We build in community response to whatever campaign we do. For example our current campaign around the 214 sq. ft model, solicits a response that promotes people to think about how small that number is. We usually get our responses from email.

What are your strengths and weaknesses?

• Our biggest obstical is how the public views the homeless. The sterotypes are difficult to get around. The homeless are no longer just the drunk, junkies on the street, many are families and even more are children.

Another is how do we demonstrate what we do (photos, videos, etc.) without jeopardizing the dignity of children/ families affected.

What do you want/need from us?

• We want to reach out to a newer, younger audience. We want to build awareness around the issue of homelessness who have probably no idea how many people in Orange County are affected by homelessness. We also need to gain attention from volunteers as we are expanding over the next couple of months.

What are your core values?

• We have highly value the dignity of families and children in our programs. We don’t want to be “showing them off” in ways that show how good we’re doing. We don’t want the families to feel like they are charity cases, just those who need a little extra help. For example during Christmas time, we buy the presents but have the parents wrap them and give them to their children so they can give something to their children without feeling as though its a hand out. We also strongly believe in sustainability in terms of ending the cycle of homelessness.

We want to get the younger members of our programs to a place where they have the tools to be successful and independant. We also want the community to be engaged, and part of the fight to end homelessness.

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What is PHA’s Story?

• Project Hope was founded in 1989 when Anne Robinson, a school teacher noticed that motel children were coming to school but that kids were dropping out every month. She found out thta the students were motel children and were changing school districts every month because their housing situation was also changing every month. After her discovery she started teaching out of the back of her car and such a huge number of people came that the First Presbyterian Church opened their doors and soon became a “vigilanty chuch.” Not long after the Department of Education said they would open up a site for this massive group of students.

Obstacles, and how does PHA help get past them?

• Our most difficult obstacle is trying to explain what its like to live in a motel room every day. So to counter it, we built a 214 sq. ft. display that shows just how difficult it is to live in a motel room, and we’ve had a lot of positive feedback from the display.

How successful is the program?

• We have over a 90% success rate. We track how financially independent the familes are after their six month honeymoon stage. If they required help on rent or bills more than two times over this time period we consider it a failure. We figure it is better to keep a family stable in a “non-house” rather than moving between living environments the children. This year we had 32 successful families, our most ever!

Who are your Competitors?

• There really aren’t “competitors.” Often agencies work together to find the right fit and programs for each client. We tend to get a lot of referrals from younger couples with children and we also refer out with other agencies for cases we aren’t prepared for such as the mentally vulnerable. In house, we have child advocates, IEP education plans, family stability plans, pro-bono lawyers, and we are one of two agencies that offer rapid rehousing.

Who do you work with: • We work strongly with Project Dignity and the Illumination Foundation.

Fees for PHA? • We don’t ask for any fees, nor do we charge volunteers to do work for us.

Visiting the 214 sq. ft Model

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214 sq. ft. Motel Replica Display at St. Andrew’s Presbyterian Church - October 2, 2013

The event I attended was the 214 sq. ft. in partnership with St. Andrew’s Presbyterian Church. Project Hope Alliance utilized funds to seek out the help of Luke and Christine Hegel-Cantarella of the Claire Trevor School of the Arts at UC Irvine to help create a 214 square foot installation of a motel room. This display is an exact replica of the motel rooms that homeless families find shelter

in. The temporary art installation is build to help people in Orange County understand that not everyone in the area lives in luxury.

People all over the city are crammed inside of small motel rooms very similar to the replica. The exhibit is set up in a way which makes it seem as if it were occupied long term. The purpose of this event was to raise awareness. There was no fundraising involved but sharing their story is just as important. Project Hope Alliance’s goal is to make the people of Orange County understand that right next to them homelessness exists and their conditions are difficult.

Visitors first notice the welcome mat outside which fails to do much welcoming. It reads “This motel is prohibited by local law from renting or otherwise providing any room to any persons for thirty (30) or more days.” This shows how very temporary these homes can be for the homeless. This is the exact reason why so many homeless children are constantly forced to change schools and fall behind in their education. Upon stepping inside, the viewer immediately feels how crammed the space is. In the corner to the right is a small mattress where several children sleep on. One foot away from the mattress is the one bed in the motel room which is probably for the parents of the family. There are no separate rooms or walls between each person’s space. There is no personal privacy at all. To echo this, on the bathroom wallpaper, it reads “You get no privacy.” Just like this there are other statements all over the room like, “You know how the economy is going down? We’re not feeling it because we’re already there.” There is also a recording of small children playing in the background. These things bring a sense of reality to the situation. It is truly difficult to survive in such an environment. The family must find creative ways to use the space, like stacking bins of clothes in a corner or piling up canned foods on a counter. However temporary the space may be, there is a sense that the family is trying to make it feel like a home. Sports trophies, school projects, and diagrams can be found on the walls and dressers.

This event that goes on for a whole week at each location, does a great job of helping people get a sense of understanding.

The real-life replica puts things into perspective and brings homelessness to life. At times classes of students would come to visit the replica. Other times, people in the community would take a look. I think this event is very successful. Instead of preaching and trying to capture people’s attention through speeches and words, they are able to directly show them the harsh conditions. I do think it was a success because of the large crowds that gathered around the model motel room. It definitely helped raise awareness for the organization.

Public relations used during this event was mainly social media. They post hours and locations of the event on their Facebook page. They also send electronic emails and newsletters to current volunteers and donors. Project Hope also reaches out to some news reporters. They could improve such efforts and draw a larger crowd by sending out a press release or personally sending letter invitations to bloggers and potential donors/volunteers in order to branch out and reach more people.

Focus Group All Live currently live in Orange, CA 10 Participants (5 Men, 5 Women) Location: Chapman University Athletic Training Room on October 7, 2013.

Corrine-21, Simi Valley, CA Lauren- 21, Big Bear, CA Hallie-20, Samammish, WA John- 22, Orange, CA Casey-19, St. Louis, MO Morgan- 20, Los Angeles Mark- 23, Irvine, CA Gary- 20, Los Angeles Nicole- 21,Chicago, IL Andy- 23, Orange, CA This demographic is the up and coming audience to help volunteer their time and efforts to nonprofits. Students are looking to be involved and helping out the community especially involving nonprofits. Chapman University is a prime location for Project Hope Alliance and with the strict guidelines for anonymity within the organization, this demographic is old enough to know the importance of the issue and respect it. This demographic’s thoughts and support can have a huge affect on the organization’s social media following and letting people know about the organization.

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1. What are your thoughts on homelessness in Orange County? How big of an issue do you think it is? Do you think a nonprofit involving homeless children is useful in the Orange County area?

• Compared to other large areas like LA and Chicago, I think homelessness is not comparable.

• We live in an area with many wealthy people and well established homes, it is hard to believe that homelessness would be a huge area for this specific area.

• I dont think homelessness is a huge issue for Orange specifically, but there are other areas like Santa Ana that probably increase the percentage of homeless people around Orange County.

• Compared to place like skid row and other big cities around the US, I find it extremely unlikely that homelessness is even comparable in Orange County.

• Like many people said, a nonprofit that benefits underprivileged children can be used anywhere in the US, but there are many other places where their help is even more so needed.

2. With anonymity as an issue, how can this PHA put on events around the area without exposing the children’s identity, but still impact the college age students and influence them to volunteer?

• Collecting phones from volunteers • Hire children actors to put on skits for special events at schools • Have someone who was helped by the organization and is now an adult tell their story if they are willing to and talk about the great successes.

• Use the “hotel room” display around all different universities around the area, not only would you get tons of students interested in the organization, you would have kids informing their parents and families about the issues of homelessness because it would be so impacting.

• Also emphasizing how local the organization is, college students would be up for coming to any events that the organization puts on with just a little bit of on campus advertising. Possibly handing out the CD of the little boy’s story for kids to stick in their computers and get a better understanding of what the organization is about and meeting a child from the program.

3. What resources do you feel are most important in bettering a homeless child’s quality of life?

• It is best to create mental stability within the child and provide them with a solid education through schooling.

• Although books, food, and a home are extremely important for the children, it is best to focus on an education especially being that PHA focuses on the future aspects of the children’s lives.

• Making sure the child is living in a stable environment, because even if you provide them with food, an education, and school supplies, none of that matters once they are back with their families at home if it involves a negative environment.

• Providing kids with an area to study and be educated because this in all will better their future.

• I would have to disagree and say that food and shelter are most important because all though people want to better their futures, in order for them to learn, they need to be healthy and stable, and that comes with proper meals and care.

Focus Group 4. After hearing about Project Hope Alliance and issues involving homelessness in OC, Would you be willing to volunteer for the organization and why/ or why not?

• As students we are always looking for volunteer work, and if can involve helping another human rather than just the environment I am more for it.

• It is ideal for us as students to increase resume work and by helping out a child in need, I can feel better about myself and what I have done in the process.

• If I knew beforehand the extent of help needed around the Orange County area for homeless children, I would have already had a few volunteer years under my belt.

• This organization makes you realize that homeless people aren’t just the ones sitting on the corner begging for money, they are people that surround us every day and thats what I find so intriguing.

• We are in an area surrounded with universities, and although the organization is hesitant on allowing people around our age to help due to strict rules of anonymity, I think our generation is becoming much more aware and mature about these issues and are willing to get out there and better someones future. I think most people now a days are looking for a way to pay it forward.

• We can be caring towards them and make sure education is put into affect, but also understand that these kids want to have fun.

• The only thing stopping us from volunteering would be our strict schedules with school and such. It would have nothing to do with not believing in the organization, but I would hate to attend one event and meet a kid who I really enjoyed getting to know and then never seeing them again.

5. What do you think are the qualifications of being homeless?

• I consider people who are homeless to live out in the streets without a roof over their head and little to no income to support themselves or their families.

• Anyone who is living in a motel or less and has little to no income and is deeply struggling with supporting themselves and their family.

• I know I am wrong in saying that the people sitting on the street corner begging for money are the true homeless people because I know there are hundreds of people walking beside me on a daily basis who do fit the qualifications of being homeless and We can tell by their physicality’s. I think by definition, homelessness is someone living in a hotel, shelter, or streets and cant provide themselves with a someone stable living situation with food and such.

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“By targeting this group, we had hopes of gaining insight on what it would take to reach the college community effectively. We wanted to know their knowledge on homelessness around the area, what interests them about the organization itself, ideas, and events that would gain their attention for volunteering, and who they believed homeless people to be�

-Susi Eckelmann, Programs and Outreach Coordinator

SURVEY ANALYSIS • Survey consisted of polling 50 participants living in the Orange County, Long Beach, Santa Ana, and CA Metro area with 32 total responses.

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Key Findings

After conducting a survey channeled through the greater Los Angeles district, there’s several

disconcerting patterns about the level of awareness the public has regarding child homelessness. Most importantly, there is a strong misconception among the public about the level of seriousness child homelessness has in the community. With 47 percent of participants having seen homeless children only every now and then in their everyday life, this can strongly be attributed to the fact that many homeless families either live with relatives, friends or in motels; however, just because homeless children are not seen in the public eye does not mean they aren’t suffering psychologically or physically.

The misunderstanding of child homelessness is once again supported through another survey question: How many homeless children do you believe live in Orange County?

With the majority of participants (i.e.,34 percent) believing that only 5,000 to 10,000 homeless children live in the OC, shows that most of the public is off by a huge margin of 10,000. If Orange County residents knew the actual number (i.e., 20,000+) of homeless children, possibly more residents would chose to donate to nonprofit organizations associated with homelessness.

Research Bibliography Almahrek, Adam. "Orange County's Nonprofit Investigative News Agency."

Voice of OC. 2 Aug. 2013. Web. 11 Sept. 2013. <http://www.voiceofoc.org/ oc_central/article_afb841a4-ff6e-11e2-9074-0019bb2963f4.html>.

Bricca, Anni. "My Teen: Homeless Children In Search of Smart Adults." The Huffington Post. TheHuffingtonPost.com, 06 Sept. 2013. Web. 11 Sept. 2013.

"Capitol and California." The Sacramento Bee. N.p., n.d. Web. 11 Sept. 2013 "City Mayors: Hunger and Homelessness in American Cities." City Mayors: Hunger and Homelessness in American Cities. City Mayors Society, 26 Dec. 2012. Web. 11 Sept. 2013. <http://www.citymayors.com/features/uscity_poverty.html>.

"Homeless Families Crowd San Diego Shelters." Homeless Families Crowd San Diego Shelters. N.p., n.d. Web. 11 Sept.2013.

Kaufmann, Greg. "California Works to Pass a Homeless Bill of Rights." BillMoyerscom. Moyers & Company, 5 May 2013. Web. 11 Sept. 2013.<http://billmoyers.com/2013/05/05/california-works-topass-a-homeless-bill-of-rights/>.

"Project Hope Alliance." Projecthopeallianceorg. Project Hope Alliance, n.d. Web. 11 Sept. 2013. <http://www.projecthopealliance. org>.

Fletcher, Jaimee L. "Kids Get Help Picking out Presents for Parents." The Orange County Register 2 Dec. 2009: n. pag. The Orange County Register. Web. 11 Sept. 2013. <http://www.ocregister.com/articles/children-222115-anthony-gift. html>.

Rickerts, Jessica. "Underprivileged Children to Receive Free Bikes | Giving Children Hope." Giving Children Hope RSS. N.p., 09 May 2013. Web. 11 Sept. 2013. <http://gchope.org/underprivileged-children-to-receive-free-bikes/>.

Giraud, Jean-Michel. "State Of Hcommunitiesin America 2013 Unveiled By NAEH."The Huffington Post. TheHuffingtonPost.com, 19 Apr. 2013. Web. 11 Sept. 2013.

"TOP 10 Community and Non-Profit Organizations in Orange County CA Âť The Prime Buyer's Report." The Prime Buyer's Report.

American Discovery Publishing, 15 Jan. 2013. Web. 11 Sept. 2013. <http://www.primebuyersreport.org/ca/orange-county-community-and-non-profit-organizations.html>.

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"Who Are the Poor?" Community Action Partnership of Orange County. Web. 11 Sept. 2013. <http://www.capoc.org/awareness>.

"Surf Legend Machado Hangs Ten for Stand Up for Kids." La Prensa San Diego. N.p., n.d. Web. 11 Sep. 2013.

"13th Annual Big Brothers Big Sisters of Orange County Mardi Gras Masquerade." The OC Register. Web. 11 Sept. 2013. <http:// events.ocregister.com/anaheim_ca/events/show/33590694313th-annual-big-brothers-big-sisters-of-orange-county-mardi-grasmasquerade>.

"Unemployment Rates for States." U.S. Bureau of Labor Statistics. U.S. Bureau of Labor Statistics, 19 Aug. 2013. Web. 11 Sept. 2013. <http://www.bls.gov/web/laus/laumstrk.htm>.

16, Shan Li August. "California Adds 38,100 Jobs in July, but Jobless Rate Rises to 8.7%." Los Angeles Times. Los Angeles Times, 16 Aug. 2013. Web. 11 Sept. 2013.<http://www.latimes.com/business/money/la-fi-mo-california-jobs-report-20130815,0,2319177. story>.

McPhearson, Heather. "Local Eateries Participate in September's Share Our Strength's No Kid Hungry Campaign." OrlandoSentinel. com. N.p., 10 Sept. 2013. Web. 11 Sept. 2013.

"NFHA Urges United States Department of the Treasury and New York Housing Finance Agencies to Expand Housing Opportunity Through the Low-Income Housing Tax Credit Program -" RealEstateRama RSS. RealEstateRama, 21 Aug. 2013. Web. 11 Sept. 2013.

"Offering Women, Children a Helping Hand." Huntington Beach Independent. N.p., 16 May 2013. Web. 11 Sept. 2013.

"Stand Up For Kids in the News." StandUp For Kids. N.p., n.d. Web. 11 Sept. 2013 "State of Homelessness in America 2011." National Alliance to End Homelessness:. National Alliance to End Homelessness, 11 Jan. 2011. Web. 11 Sept. 2013.<http://www.endhomelessness.org/library/entry/state-of-homelessness-in-america-2011>.

"United Friends Of The Children To Honor Rob Friedman, Wendy Smith Meyer, Ph.D." The Beverly Hills Courier The Latest Beverly Hills News RSS2. N.p., n.d. Web. 11 Sept. 2013.

THANK YOU! Project Hope Alliance

Chapman University

Susi Eckelmann

Christopher Trela

Programs and Outreach Coordinator

Adjunct Professor of Public Relations and Advertising Dodge College of Film and Media Arts