Social media strategy for DC Autism Parents: -As a result of the strategy DCAP was featured on ABC7 Harris' Heroes segment.

2. Situation Analysis

DCAP is in need of funding to continue services for the autistic
children involved in the program.

DCAP lacks a comprehensive communication campaign that
would provide the organization steady volunteers.

The possible obstacles to my project are engaging parents to
participate.

3. Goal
 Formulate a strategic plan that
that helps increase donations
for DC Autism Parents.

4. Measurable
Objectives
 To create a and page by January 24.
To change the format of the DC Autism Parents website by January
24, to promote &
.
To have over 40 followers on and by February
24.
February 25 create a DCAP channel to use for soliciting
donations.

5. Target Audience
Primary Target Secondary Target
Publics Public
 Parents with autistic children in  Volunteers in the D.C. Maryland and
the D.C., Maryland and Virginia Virginia area.
area.
 Autism Society of America DC Chapter
 Georgetown University Center for
Child & Human Development  Empowered Parenting
research Assistants
 Lollipop Kids Foundation
 National Institute of Health
Trainees  Our Kids
 Arc of DC Inc.

6. Stakeholders

7. How to Reach our Primary
& Secondary Publics?
NBC4 WTOP
FOX5 WNEW
WUSA9
ABC7
DC Urban Mom and Dads YouTube
Adventures in Autism
A Parent in Silverspring
Autism Community

8. Key Messages
Reach
Primary & Secondary Publics!
“ Where children
“Where parents
with autism
empower parents”
grow.”
“ Where every child
has a talent and a
future.”

9. Strategy A -Press
Release “Mother of Autistic
Son Sues DC School
System & Starts Nonprofit
Organization”

10. Strategy B-Press Release “DC
Autism Buddies Programs
Teach Independence”

11. Strategy C-Create a DC
Autism Parents Facebook and
Twitter page

12. Strategy D- Create a “DC
Autism Parents”
Channel
Tactics
 Registered DC autism parents through the
YouTube Nonprofit program online video
community. (Process takes 30 days)
Temporarily set up through personal
YouTube account.
Subscribe to Autism Related YouTube
Channels to build up potential publics and
stakeholder
Created three promo videos using key
messages to promote donating to DCAP:
-“Where parents empower parents”
-“Where children with autism grow”
- “Where every child has a talent and a
future.”
(Go to Kent State University personal
website to see links)

13. Strategy E- DC Autism Parents
Website Reformatted to
promote Press Releases &
Social Media Activity
Tactics
Use homepage of DCAP as
promotional tool for all organization
events.
Links leading to the FB and
Twitter pages were placed at the
top of the homepage.
PDF files of press releases of
various annual events were also
listed on the homepage.
Registered DCAP website to DC
Cares for recruitment of
Volunteers.
Key message “where parents
empower parents” is placed at the
top of the webpage.

14. Timeline of PR Plan
January February
 Day 24 created Facebook & Twitter Page.  Day 17 solicited local news reporters, news
focused radio stations with press releases of
founders story.
 Day 24 changed the format of website to
promote donation efforts.  Day 11 secured a free event space for
fundraiser in May.
 Day 13 competed for a nonprofit sponsorship
by the Art. Inst. of Washington by creating a
press release on founders story
 Day 19 targeted local and national Autism
bloggers.
 Day 25 created a DCAP YouTube channel.

15. Budget
Print Online &
Advertisement Broadcast Website New Media
s Media Advertising
 Production Costs: $0  Production -Post upcoming DCAP
events on autism - DC Autism
Costs: $0 bloggers sites.| Free Parents
-Craigslist’s posting for YouTube
communication -Radio PSA’s -Press Releases of channel | Free
volunteers.| Free promoting upcoming events on
buddies program DCAP website.| Free
-Press Release to local & donations.|
news stations and -Changes to website|
Free Free
News Radio stations |
Free -FB solicitations to -FB & Twitter
reporters | Free volunteers Ads to
George Mason Univ.
and Trinity Univ. | Free

16. Web Hits on DC
Autism Parents
 MONTHLY TOTAL HITS
-December 569
START OF PR CAMPAIGN
- January 990 an increase of 34 hits per day.
-February 24, there was a total of 807 hits for the month. With an average
of 34 hits per-day the total for February is 977.
VARIABLES: DAILY HITS PER-DAY IN FEBURARY SPIKED!
February 19: 32-hits
February 20: 31-hits
February 21: 47-hits
February 22: 54-hits
February 23: 52-hits
February 24: 74-hits

17. Results from
 Managed to accomplish measurable
objective of having over 40-
followers.
 Reaching over 300-people on a
weekly basis.
Prominent Publics & Possible
Stakeholders from Facebook
Fan Page:
 M&L Special Needs Planning
President
 Autism Teaching Strategies
President

18. Results from
 Retweets from followers mentioning DCAP events and promoting services
offered our constantly going up.
 DCAP surpassed measurable goal of 40 followers with73.
 Five DC residence followers are now in DCAP’s communication database.
Prominent Publics & Possible Stakeholders from Twitter Fan Page:
 Chief Science Officer of Autism Speaks
 Inventor of the IPAD Close2HomeApp for children living with autism.
 Executive Vice President of Autism Speaks

19. Feedback from
Connecting with Examples of Successful our “Follow Back
Followers! Twitter Interaction! Autism Week”!

20. Local Publication
Coverage!

21. Stakeholders
Gained & Sponsorship
Stakeholders Sponsorship for a
Gained fundraising event
Lounge 201: agreed to Selected charity for a
give DC Autism Parents fashion event on April
a free event space for 28, 2012. Expected to
their 1 st annual receive $2,000 in
fundraiser. donations.
The Ar t Institute of
Washington.
Blacq-Lux Studio’s