In the fall semester of 2017, I got to be a part of a lovely group of public relations students. Our assignment was to create a full PR campaign for our client, Trusted World. To start this off, we even created our own “PR Firm” called Elevate317. This comes from Colossians 3:17 where it says, “And whatever you do, whether in word or deed, do it all in the name of the Lord Jesus, giving thanks to God the Father through him.” Our aim was to ELEVATE our client to a whole new level while keeping God in the center of everything we do. That’s where we get the continual arrow throughout our logo and book design. To create this campaign, we did A LOT of research. This included secondary research, creating and evaluating surveys, doing in-depth interviews and holding two focus groups. And in the end, we’ve used EVERYTHING we’ve learned as PR students to create this campaign. While I did participate in the group research, when it came to finalizing our campaign, I focused more on the design of our campaign book. I won’t take full credit for the design… Pinterest helped HEAVILY! But this final book is totally inspired by our client, our campaign, and our hopes of a good grade! To finish it all off, we had the opportunity to present the campaign to our professor and he loved it. Many long hours, frustrated screaming, stress, several roadblocks, anxiety medication, snacks, and delirious dancing have gone into this campaign. Couldn’t have done it without the wonderful group that has become such great friends of mine.

1. Trusted World Campaign Proposal - Elevate317
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Trusted World
Brand Awareness Plan - Elevate317

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TABLE OF CONTENTS
Elevate 317
1120 N Ocoee St.
Cleveland, TN
37311
December 4, 2017
Michael Garret
CEO/Founder
Trusted World
906 W. McDermott Dr.
Suite 116-277
Allen, Texas 75013
Dear Trusted World,
We have enjoyed the opportunity to work alongside your organization this semester. It has been
an honor to serve an organization that seeks to help others. Nonprofits are especially close to each
one of our team members hearts.
The attached brand clarification plan is intended to clearly communicate your brand message to
your target audience. Brand clarification will be achieved through clarity, awareness and loyalty. The
intended result will be growth in not only monetary donations, but also passionate opinion leaders
and brand ambassadors to elevate your impact.
We would like to graciously thank you for the opportunity to assist your organization. Working
alongside Trusted World has better prepared our student firm for our futures ahead. We hope our
work will bring about the desired outcome.
Sincerely,
Elevate317

3. Trusted World Campaign Proposal - Elevate317
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Table of Contents
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8
Cover Letter
Table of Contents
Goals, Objectives, Strategies & Tactics
Audiences
6
4 Situational Analysis
Key Messages
10 Timeline
13 Budget
14 Evaluation
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Situational Analysis
Situational Analysis
Through communicating with Grant Kemp as well as gathering qualitative and quantitative research on the public’s
perceptions of Trusted World, Elevate317 has come to the conclusion that the primary need of Trusted World is brand
clarification.
Through our research, we discovered that our respondents did not understand Trusted World’s mission. In order for us to
help Trusted World’s target audience gain a better understanding of who they were as an organization, we decided to focus
on creating a clear and consistent message. Through creating a clear and consistent message, Trusted World will be able
to gain brand clarity, brand awareness, and brand loyalty.
From our research, we have developed a four-month plan to clarify Trusted World’s brad that Elevate317 is designating
as the foundational piece of this proposal. After the foundational piece is completed, Mark Vermilion and a communications
assistant will create an eight-month long campaign building on the foundational piece.
Our brand clarification plan will focus on four key areas: creating a clear and consistent message, developing national
awareness through social media platforms, building a larger team of financial supporters and creating a Trusted World
Ambassadors Program.
First, to achieve a clear and consistent message, Trusted World will utilize communication professionals to redesign the
website and create a social media playbook. The outcome will be an increased number of followers on social media platforms.
Secondly, Trusted World will develop a national social media platform through hiring professional content creators. Lastly,
we will create a Trusted World Ambassadors Program that will be included on the website and promoted on social media.
PROBLEM STATEMENT
Elevate317 will be addressing Trusted
World’s problems of brand clarity, brand
awareness and brand loyalty.
To gather qualitative research,
Elevate317 conducted two different
focus groups, one with a panel of
expertsintheareaofgraphicdesignand
online content, and one with a general
audience. Responses from both panels
regarding Trusted World’s website
reflected a distrusting audience toward
their messaging as well as confusion
towards their mission and programs.
If Trusted World does not address
the issues laid out in the problem
statement, it will result in a confused
target audience with no interest in
investing time or monetary means to
Trusted World as well as a restricted
brand from lack of awareness.
OPPORTUNITY STATEMENT
Elevate317 has the opportunity to cre-
ate Brand Ambassadors through the
formation of a Brand Ambassadors
program.
SWOT
STRENGTHS
1. Nonprofit Niche
The outward action is unlike any
other nonprofit.
2. Efficiency
The resources are personalized
with a targeted model.
3. Global Reach
The LongTermLove dedication
impacts local and international
needs.
4. Networking System
The web of connections stretches
from nonprofits to school systems to
government agencies.
5. Passionate
The organization functions through
passionate staff and volunteers.
WEAKNESSES
1. Awareness
The vision is not clearlyy
communicated through their
messaging strategies.
2. Website
The website needs to be
strategically updated and aligned
with their desired messaging. All
social media platforms need to be
added to the website.
3. Social Media
The messaging on all platforms
needs to be consistent, clear and
concise.
4. Monthly Donors
The monthly donor communication
needs to be established and
maintained.
5. Restricted
The national and international
involvement requires more
connections to people in local
communities willing to serve.
OPPORTUNITIES
1. Communication Visuals
The communication platforms could
benefit from increased visual content
produced by professionals.
2. Summarize Operations
The communication of operations
could profit from condensing into an
easy to understand message.
3. Consistent messaging strategy
The clear and consistent
messaging could result in a better
understanding from their desired
publics.
4. Better online platform
The use of online platforms could
provide better visual aids to the f
unctions of their organizations.
5. National Awareness
The local reach can expanded to
positively impact national needs.
THREATS
1. Confusing Model
The model lacks understanding
from their publics. People view them
as short-term rather than a long-term
model.
2. Lack of Support
The monetary and physical
donations could deplete through lack
of support.
3 Disaster Dependency
The services rely on locality of
disasters.
4 Lack of Diverse Audience
The age demographic lacks
diversity.
5. Unknown Mission Statement
The mission is unknown which will
result in lack of public involvement.

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Goals, Objectives,
Strategies &
Tactics
Goal 1: Create a clear and
consistent message on the Trusted
World website and social media
platforms.
Objective 1: Successfully redesign
the Trusted World website to bring
audience clarity by April 16, 2018.
Strategy 1: Utilize experts to
redesign the website.
Tactic 1: Mark Vermilion and a
communications assistant will
clarify the Trusted World brand.
Objective 2: Successfully create
an eight month long social media
playbook for Trusted World by April
6, 2018.
GOST
Goal 1: Messaging
1. 60.45 percent of survey
respondents stated that the first
place they go to learn more about
an organization that they plan on
giving to is the website.
2. 26.55 percent of survey
respondents stated that they don’t
typically donate to an organization
because they don’t know where
their money is going.
3. “I think you need to make sure
that if you’re doing something like
that [the website] you do it with
excellence so the website should
be user-friendly certainly if it’s
not, I’m usually not going to give it
much time trying to figure it out.”-
David Thacker, 51 from Florida.
Goal 2: National Social Media
Goal 2: Develop national social
media platforms.
Objective 1: Hire professional
content creators.
Strategy 1: Reach out to local
colleges to find a qualified intern.
Tactic 1: Hire a part time intern
with experience in social media
management.
Strategy 2: Locate a professional
videographer/photographer.
Tactic 1: Hire a qualified
photographer/videographer.
1. “What I’m noticing is there are no
photos that are professional quality
and you can tell from the Instagram
to the website and the Facebook
page, and what says a lot about
the organization is the photos and
that first page is the key. You’ve
got to hook people whether it’s
pictures or video.”- Dr. Jeff Salyer,
Director of Media Services at Lee
University.
2. “I don’t feel like this is a big
professional nonprofit. It just feels
like some people got together and
decided to put together a website”
- Dr. Andrea Phillips, Assistant
Professor of Public Relations at Lee
University.
3 “It [the website] also doesn’t
give the confidence to want to
give because I’ve seen spoof
sites that seem more authentic
than this, not to say that they are
not doing a good job but I think
a lot of marketing professionals
would say that your website is your
number one, especially if you’re
a nonprofit.” - Dr. Jeff Salyer,
Director of Media Services at Lee
University.
Research Highlight
Research Highlight
Strategy 1: Utilize experts to form
a social media plan for Trusted
World’s platforms.
Tactic 1: Mark Vermilion and a
communications assistant will
create the social media playbook.
Objective 3: Increase the number
of followers by 50 percent on all
social media platforms.
Strategy 1: Utilize cost effective
means of advertising and other
forms of promotion on social media
platforms.
Tactic 1: Promote events through
Facebook Boosting to reach a
targeted audience from a local to
international scale.
Tactic 2: Obtain opinion leaders to
broaden Trusted World’s reach and
credibility.
Facebook boosting is a wonderful
tool to target a very specific audience
from a local to an international scale.
Not only can you target their specific
location, but you can target the post
to show up in the news feeds of
people who have a certain income,
like certain nonprofit organizations,
have a certain amount of friends,
work in certain fields, have certain
religious beliefs or are a certain age.
It’s scary how specific you can get
with targeting your audience, but
can be so effective in getting your
message to those that would want to
see it the most.
Further Detail

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Goal 3: Build a larger team of
financial support.
Objective 1: Develop a monthly
supporter campaign, following the
theme of LongTermLove by April
13, 2018.
Strategy 1: Utilize a public
relations professional to create the
monthly supporter campaign.
Tactic 1: Assign Mark Vermilion
and communications assistants
to create a monthly supporter
campaign that will take place May
31, 2018 through December 31,
2018 (eight months).
Goal 3: More Financial Support
1. 41.81 percent of survey
respondents stated that they
continue to give up to one month
after a disaster fades.
2.66.10 percent of survey
respondents stated knowing
how the money is used would
encourage them to give monthly
donations to an organization.
3. 44.07 percent of survey
respondents prefer to give
monetary donations to disaster
relief.
4 “I’ve heard a lot of nasty things
that have happened with donating
towards disaster relief and I’m
not looking to make any pockets
larger for people who don’t need
the money, or big corporations. If
I knew and could see evidence,
and I don’t know exactly what and
felt like it was trustworthy evidence
that my money was going to help
people in need, then I would
absolutely be willing to give to
disaster relief.” - Courtney Kiger,
27 from North Carolina.
Goal 3: Create a Trusted World
Brand Ambassadors Program.
Objective 1: Add the Ambassadors
Program to the website by
February 16, 2018.
Strategy 1: Utilize a
communications professional
to establish the program and
formulate the materials.
Tactic 1: Assign Mark Vermilion
and communications assistant
to establish the Ambassadors
Program.
Objective 2: Establish a minimum
of five Brand Ambassadors by
March 5, 2018.
Strategy 1: Locate willing Brand
Ambassadors with a passion for
Trusted World.
Tactic 1: Assign Grant Kemp
to research, connect with and
designate Brand Ambassadors.
Goal 4: Brand Ambassadors
Research Highlight

8. 8
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Key Messages
Audiences
A. Campaign Theme: Clarifying brand awareness and loyalty.
- Meaning and significance: LongTermLove is a distinctive way
for Trusted World to emphasize that providing relief through
LongTermLove takes more than just emergency care. Driving
home that Trusted World is invested in total revitalization /
restoration.
- A strong social media presence will allow for Trusted World to
remain communicating even when the news outlets leave.
- This campaign is significant because we are clarifying our
communications of Trusted World to our donors.
- The LongTermLove campaign will appeal to our primary
audiences of 24-64-year-old females through gaining a clearer
understanding of Trusted World’s mission.
A. Targeted:
- 24-64-year-old’s.
B. Influencing:
- Those that are unaware of Trusted World and their mission.
- Those that have a heart to give and the monetary abilities to do
so.
- Other organizations that can utilize Trusted World’s mission.
- Potential interns with in-depth experience in communications that
could bring more to the board.
- Opinion leaders: police officers, school teachers, case workers,
counselors, etc
- Brand Ambassadors: Passionate individuals who combine their
enthusiasm with professional materials (hashtags, photos,
content, etc) to clarify the vision and message of Trusted World
Key
Messages

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B. Audience Messages:
- Audience: 24-64-year-old’s.
- Through clarifying Trusted World’s brand
messaging on website and social media
platforms, the audience will have a
better understanding of Trusted World’s
mission.
- We will accomplish these goals by
creating a clarified brand through the
website and social media.
Further Detail
A Brand Ambassador is a person who
is hired by an organization or company to
represent a brand in a positive light and by
doing so help to increase brand awareness
and sales. Our brand ambassador will let
students, their family and friends, their
community members and the online followers
know about TrustedWorld. Byrepresenting the
company, they can influence their networks to
become aware, participate with or even give
to Trusted World.

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2018 Timeline
9-14
- Mark Vermilion reconnect with Trusted World.
- Reach out to Texas Lutheran, Collin College,
Alberton University and other local colleges to find
possible interns.
15
- Begin working on the main layout of Trusted
World’s website (colors, logo, font, grammar).
- Begin brainstorming Brand Ambassadors Program.
22
- Mark Vermilion weekly check-in with Trusted
World. (Discuss possible opinion leaders and
Brand Ambassadors Program).
- Locate possible photographer/videographer in the
Allen, Texas area.
23-26
- Review “About” page on website.
29
- Mark Vermilion weekly check-in with Trusted World.
- Begin developing a monthly supporter campaign.
30-2
- Review services on website.
January February
21 5
- Mark Vermilion weekly check-in with Trusted
World.
- Discuss five possible Brand Ambassadors
Program candidates.
6-9
- Review Volunteer, Give and Needs pages on
website.
12
- Mark Vermilion weekly check-in with Trusted
World.
- Last day to hire photographer/videographer.
13-16
- Review Blog page on website.
- Complete Brand Ambassadors Program tab.
19
- Mark Vermilion weekly check-in with Trusted
World.
- Evaluate and interview internship candidates.
20-23
- Review Facebook.
- Go over Trusted World’s use of Facebook
Boosting.
26
- Mark Vermilion weekly check-in with Trusted
World.
- Implement updated photographer/videographer
content. Boosting.
27-2
- Review Facebook
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3March April
4
5
- Mark Vermilion weekly check-in with Trusted World.
- Latest date to select intern.
- Establish a minimum of five Brand Ambassadors.
5-9
- Review Instagram.
12
- Mark Vermilion weekly check-in with Trusted World.
- Implement updated photographer/videographer
content.
13-16
- Review Instagram.
19
- Mark Vermilion weekly check-in with Trusted World.
20-23
- Review Twitter.
26
- Mark Vermilion weekly check-in with Trusted World.
- Implement updated photographer/videographer
content.
27-30
- Create social media playbook.
- Locate and connect with opinion leaders.
2
- Mark Vermilion weekly check-in with Trusted
World.
- Schedule opinion leaders to promote Trusted
World at least once a week.
3-6
- Finish social media playbook.
9
- Mark Vermilion weekly check-in with Trusted
World.
- Begin training intern.
- Implement updated photographer/videgrapher
content.
10-13
- Finish monthly supporter campaign.
16
- Mark Vermilion weekly check-in with Trusted
World.
- Successfully redesign the Trusted World website
to bring audience clarity.

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TITLE PAGE

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Budget
___
Goal 1, Objective 1, Tactic 1
-Consultation by Mark Vermilion and communication assistant: Free.
Goal 1, Objective 2, Tactic 1
-Social media playbook by Mark Vermilion and communication assistant: Free.
Goal 1, Objective 3, Tactic 1
-Facebook Boosting: $15 a day to reach 1,500-3,900 people (estimated).
-Promote event for one week beforehand = $105 per event ($420 a month).
-Starting February 20, 2018 – December 25, 2018 = $4620.
(We are estimating Trusted World starting this budget after discussing
Facebook Boosting with Mark Vermilion and ending at the end of the eight-
month long campaign).
Goal 2, Objective 1, Tactic 1
-Intern: $400 stipend per month.
(Begin April 9, 2018 = $3600. Ending December, 31 2018).
Goal 2, Objective 1, Strategy 2, Tactic 1
-Photographer/Videographer: $150 per day.
(Estimate two days of work per week beginning February 12, 2018 – December
31, 2018 = $13,800).
Goal 3, Objective 1, Tactic 1
-Monthly supporter campaign created by Mark Vermilion and communication
assistant: Free.
Goal 4, Objective 1, Tactic 1
-Brand Ambassadors Program created by Mark Vermilion and communication
assistant: Free.
Goal 4, Objective 2, Tactic 1
-Brand Ambassadors: Free.
Total: $22,020 for the 2018 year.

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Evaluation
Evaluation
This section will be used to
measure the results of our
campaign and how it relates to
our objectives.
Goal 1: Create a clear and
consistent message on the
Trusted World website and
social media platforms.
Objective 1: Successfully
redesign the Trusted World
website to bring audience clarity
by April 16, 2018.
Impact: After Trusted World’s
website has been redesigned
(April 16, 2018), a post-survey
will be conducted measuring
the clarity of Trusted World’s
message based on the
renovated website and social
media. To gain these results,
Trusted World will use Survey
Monkey’s free survey services.
Objective 2: Successfully
create an eight month long
social media playbook for
Trusted World by April 6, 2018.
Impact: This playbook will
allow the social media manager
to have a guideline for creating
content to for eight months of
material.
Objective 3: Increase the
number of followers by 50
percent on all social media
platforms.
Impact: Trusted World will know
this was successful by doubling
their social media following from
311 accounts to a minimum of
622 accounts on Instagram.
Trusted World will know this
was successful by doubling
their social media following from
3,476 accounts to a minimum of
6,925 accounts on Facebook.
Goal 2: Develop national
social media platforms.
Objective 1: Hire professional
content creators.
Impact: Trusted World
can measure this by hiring
professional content creators.

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Goal 3: Build a larger team of financial
support.
Objective 1: Develop a monthly supporter
campaign by April 13, 2018.
Impact: Trusted World will have Mark Vermillion
develop a plan by April 13, 2018 and the intern
will implement the plan shortly thereafter. If
financial supporters increase, the goal was
accomplished.
Goal 4: Create a Trusted World Brand
Ambassadors Program.
Objective 1: Add the Ambassadors Program tab
to the website.
Impact: Trusted World’s website will have a
Brand Ambassadors tab on their website. On
this tab, influential leaders will talk about Trusted
World.
Objective 2: Establish a minimum of five Brand
Ambassadors by March 5, 2018.
Impact: Trusted World will locate and establish
five or more Brand Ambassadors whose platform
will provide an influential component to Trusted
World’s website and social media.

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