Strategic Communications Plan

Spring 2020

Situation

Background
In 2015, Jahmal Cole founded My Block My Hood My City in attempt to provide under-
resourced neighborhood with an awareness of the world and opportunities beyond the inner city.
Significantly, My Block My Hood My City facilitates custom experiences for organizations that
serve teenagers between the ages of 12-18, ultimately offering support structures and expanding
their perspective on life. The Explorer’s Program is where much of the magic happens. The
program serves as a vehicle to drive inspiration, ambition, and curiosity. Every month a group of
engrossed teenagers venture out on a city-wide exploration that focuses on STEM, Arts &
Culture, Citizenry & Volunteerism, Health, Community Development, Culinary Arts, and
Entrepreneurism. According to MBMHMC’S media kit, 89% of participants reported that
educational travel had a positive impact on their education and/or career. Regardless of the time
of year MBMHMC strives to provide children and families with hope through its initiatives. The
“Be Apart of the Light” initiative is no different. Last winter season, ambassadors and volunteers
decorated 400 poles and 100 homes with holiday lights, bows, ribbons, garland, and ornaments.
Participants traveled up to six miles, from 51st street to 103rd, to bring holiday spirit to Martin
Luther King Jr. Drive.
Situation Analysis

The South Side of Chicago is surged by persistent poverty, death, and violence; with
segregation as a leading cause. In order to serve as positive reinforcements and counteract a lack
of unity, specifically during Christmas, MBMHMC established Be A part of the Light to
promote hope and interconnectivity. In the past, the project has successfully carried out its goal
to decorate homes in the area, but the impact is limited due to the low engagement rate in
volunteerism. Moreover, through this new campaign MBMHMC wants to maximize the impact
of the Christmas block decoration by covering more ground. MBMHMC can increase volunteers
by leveraging their current, strong fan base from Instagram and Facebook.

Core Problem/Opportunity

The core problem of My Block My Hood My city is the ability to attract volunteers at a
higher rate to participate in Christmas block decorations.

Goal

The overall goal of this campaign is to increase increase volunteer signups for the MBMHMC’s
Christmas block decoration.

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Objectives

Objective 1:

Recruit 100 volunteers throughout the holiday season by Dec 16, 2020 to participate in
the MBMHMC Christmas Block Decoration – 2Be Apart of the Light.  

Audience
Demographic
The primary audience are millennials ranging from ages 18 to 35. This demographic
utilizes and prioritizes social media in their daily lives. This group is most important to the
turnout of the campaign. Taking advantage of millennial’s number one source of news and daily
interaction will increase the likelihood of public attention and engagement. This age group is
also targeted as the ideal age group to participate in the physical activity of decorating.
MBMHMC will focus on people of color that can relate and/or empathize with the adversities of
Chicago on the South Side of Chicago. Regardless of gender and socioeconomic status,
MBMHMC will encourage all of those that are in a position to lend a helping hand.

Geographic
The campaign is anticipated to directly engage residents of the South Side of Chicago.
However, the outreach could possibly spill over into other parts of Chicago, depending on if
content goes viral in all of Chicago, Illinois. Furthermore, a few face to face tactics will be
incorporated and will require convenient, local areas where people usually gather. For example,
grocery stores or popular venues.

Psychographic
Many of the tactics employed will appeal to Chicago natives’ interest in high profile
celebrities, politics, interactive social media challenges, and even music. Additionally, the
campaign will appeal to those that hold Chicago to high a regard and value community
engagement. Finally, those that are amused by Christmas traditions will be a main focus.

Strategy  

Convince millennials that by volunteering for MBMHMC’s Christmas block decoration

participants are fulfilling their commitment as Chicago natives to promote interconnectivity and
through seasonal cheer within their community.

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Key Messages

1. Christmas decorations make the holidays more joyous and complete for kids and
families 
2. Block decorations create a sense of community, love, and morale.
3. My Block My Hood My City encourages community involvement, fellowship,
and action.
4. 2Be Apart of the Light means to honor interconnectivity in Chicago.
5. 2Be Apart of the Light means to be invested in making Chicago unified and
hopeful.
6. 2Be Apart of the Light is more impactful than Be A Part of the Light.
7. MBMHMC embraces diverse customs of celebrating Christmas and Christmas
decorations 

8. My Block My Hood My City believes in helping uplift those less fortunate during
the holidays
9. Chicagoans upkeep and uplift the Chicago community by volunteering to
decorate. 
10. Social media can be used as a unique and collaborative effort to restore the
community this holiday season 

Tactics:

Objective 1: Recruit 100 volunteers throughout the holiday season by Dec 16, 2020 to participate
in the Christmas Block Decoration – 2Be Apart of the Light

Microsite: MBMHMC will create a microsite that concentrates the campaign’s most
important information and highlights including: the mission, testimonials, and how to join the
campaign.

Blog Post: MBMHMC will provide the audience with an exclusive opportunity to learn
more about Chance the Rapper and his efforts to further expand the 2Be Apart of the Light
campaign through his partnership with MBMHMC. (The blog post will be featured on the
microsite.)

Facebook Posts: Using the 2Be Apart of the Light hashtag, these posts will stimulate
conversations about Christmas in Chicago and highlight key messages, while actively
encouraging viewers to participate in the block decoration.

Sponsored Instagram Posts: Christmas themed Instagram posts will be posted from .. to
and will be sponsored by Pepsi.

Infographic: The infographic will effectively demonstrate various Christmas traditions

practiced around the world. This tactic will provide unique insight into how different cultures
exhibit their holiday spirit, while inspiring them to join the trend of decorating.

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 Banner Ads: MBMHMC will post a series of five ads to encourage viewers to sign up to
volunteer for the 2Be Apart of the Light block decoration.

Social Media Press Release: One press release will announce MBMHMC’s new
campaign and partnership with Chance the Rapper.

Podcast: MBMHMC will launch a podcast episode that features Mayor Lori Lightfoot
addressing the economic climate of Chicago during the holidays as well as her endorsement of
2Be Apart of the Light.

Program 1: MBMHMC ambassadors will produce a pop-up shop in front of a local,

popular Chicago grocery store that will present volunteer sign-up sheets, along with hot cocoa,
MBMHMC hoodies, and beanies.

Program 2: MBMHMC will host a panel discussion with Jahmal Cole who will facilitate
candid discourse with Mayor Lightfoot, Chance the Rapper, sponsors, and the audience about
life in Chicago and promoting 2Be A part of the Light.

Feature Story: MBMHMC CEO, Jahmal Coleman will earn a feature story by Chicago
Tribune that will highlight Coleman’s impact, leadership and upcoming initiatives with 2Be
Apart of the Light.

Social Media Video: MBMHMC will utilize IG Live to announce partnership with
Chance the Rapper along with where to find more information about the Christmas I Got
Muscles Like Superman Challenge Tik Tok challenge.

YouTube Video: A videographer will capture residents and young children within in the
community explain what it means 2Be A Part of the Light.

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Calendar

Objective 1
10/29/2020 Tactic Name Activity
Microsite Launch all content regarding the campaign excluding
the blog post

11/1/ 2020 Tactic Name Activity

Facebook Post Daily Facebook posts from 11/1 – 11/7 that include
caption and hashtags. Link to sign up provided on
posts: 2,3,5

Tactic Name Activity

11/2/2020 Podcast Hosts facilitate candid discourse with Mayor Lightfoot
about Chicago and her endorsement of the campaign

11/8/2020 Tactic Name Activity

Sponsored Daily Sponsored IG posts from 11/ 8 -11/25 to
Instagram Posts promote campaign

11/9/2020 Tactic Name Activity

Banner ad 1 Content promote 2Be A Part of the Light with
volunteer sign up encouragement

11/11/20 Tactic Name Activity

Blog post Blog posted on microsite that transcribes interview
with Chance the Rapper and contest reveal

11/13/2020 Tactic Name Activity

Social Media IG Live with Chance the Rapper to announce contest
Video and interacts with viewers encouraging volunteerism

11/16 Tactic Name Activity

Banner ad 2 Content promote 2Be A Part of the Light with
volunteer sign up encouragement

11/18/2020 Tactic Name Activity

Social media Press release will announce MBMHMC’s new
release campaign and partnership with Chance the Rapper

Tactic Name Activity

11/22/2020 Program 1 pop-up shop at local, popular grocery store that will
present volunteer sign-up sheets, along with hot cocoa,
MBMHMC hoodies, and beanies.

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11/23/2020 Tactic Name Activity
Infographic Demonstrate various Christmas traditions practiced
around the world and encourage neighborhood
decorations

11/25/2020 Tactic Name Activity

Banner ad 3 Content promote 2Be A Part of the Light with
volunteer sign up encouragement

12/1/2020 Tactic Name Activity

Facebook Posts Daily Facebook posts from 12/8 – 12/14 that include
caption and hashtags. Link to sign up provided on
posts: 2,3,5,6 7,

12/2/2020 Tactic Name Activity

YouTube Video Create content that captures residents and young
children within in the community explain what it
means 2Be A Part of the Light

12/4/2020 Tactic Name Activity

Banner ad 4 Send to Content promote 2Be A Part of the Light with
volunteer sign up encouragement Printer
12/5/ 2020 Tactic Name Activity
Program 2 Jahmal Cole facilitates discourse with Mayor
Lightfoot, Chance the Rapper, sponsors, and the
audience about life in Chicago and promotes 2Be A
part of the Light.

12/9/2020 Tactic Name Activity

Feature Story Highlight feature story earned by Chicago Tribune that
depicts Coleman’s impact, leadership and upcoming
initiatives with 2Be Apart of the Light.

12/15/2020 Tactic Name Activity

Banner ad 5 Content promote 2Be A Part of the Light with
volunteer sign up encouragement

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Budget
Objective 1: Recruit 100 volunteers throughout the holiday season by Dec 16, 2020 to
participate in the Christmas Block Decoration – 2Be Apart of the Light

Tactic Name Quantity Cost

Contingencies drivers 200

Banner Ads 5 150

Social Media Release 1 0

Facebook posts 14 0

Podcast 1 0

Sponsored / Promoted 20 1000

Instagram posts

Blog 1 0

Social Media Video 1 0

Feature Story 1 0

Infographic 1 100

Program 1 Set up table+ promotional 75

items

Program 2 1 venue 500

Refreshments 150

Celebrity appearances 50,000

4 gifts 50

Brand Ambassadors and 2 partnerships 1,000

Partnerships
3 ambassadors

Graphic Designer 1 500

Photographer 1 300

Videographer 275

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 Grand Total $54,300

Evaluation
Objective 1:

The objective of this campaign is to recruit 100 volunteers throughout the holiday season
by Dec. 16, 2020 to participate in My Block My Hood My City Christmas Block decoration. To
evaluate the results from the campaign, the data will be taken from social media interaction
analytics and the total number of volunteers. The number of volunteers that sign up will
determine the success and effectiveness of the campaign. Obviously, if 100 volunteers sign up
the objective was achieved. The organization will compare Be A Part of the Light’s number of
sign ups with 2Be A Part of the Light to assess if the campaign was effective and to what extent.