Campaign Book for the Chronic Disease Coalition
Group Project for J454: Public Relations Campaigns

Goal:
The goal of this project was to create a comprehensive public relations campaign for the Chronic Disease Coalition (CDC), a nonprofit organization that advocates for the rights of individuals with chronic illnesses. The campaign aimed to increase the number of ambassador applications and story bank submissions, ultimately expanding the CDC's reach and influence in advocating for patient rights and policy changes.

Project Contents:
The campaign book includes the following key sections:

1. Issue Background and Client Research: Overview of chronic diseases, the CDC’s mission, and its advocacy work, along with a scan of the organization’s environment, competition, and media presence.

2. Situation Analysis: Detailed SWOT analysis identifying strengths, weaknesses, opportunities, and threats faced by the CDC, including external factors affecting the organization, such as economic, political, social, and technological influences.

3. Key Publics and Stakeholders: Identification of primary stakeholders, such as chronic disease patients, family members, and current CDC ambassadors, along with barriers to reaching these groups and motivating factors for their engagement.

4. Goals, Objectives, Strategies, and Tactics: Defined campaign goals, including specific, measurable objectives like gaining 10 patient ambassadors and acquiring 25 story bank submissions. Strategies included targeted outreach through emails, social media, and leveraging current ambassadors' networks.

5. Messaging and Communication: Developed primary and secondary messages tailored to each key public, focusing on community support, advocacy, and the importance of sharing personal stories to drive change.

6. Timetable, Resources, and Budget: Provided a detailed schedule for campaign activities and a breakdown of costs for social media promotions, content creation, and email marketing.

7. Evaluation: Outlined metrics for assessing campaign effectiveness, including tracking ambassador applications, social media engagement, and story bank submissions.

8. Deliverables: Included templates for emails, social media content, and promotional materials to support campaign execution.

Outcome:
The public relations campaign provided a strategic framework for the Chronic Disease Coalition to increase engagement from both patients and non-patient advocates. By leveraging existing networks and enhancing social media efforts, the campaign aimed to expand the CDC’s ambassador program and amplify patient stories, helping to drive policy changes and advocate for chronic disease patients more effectively. The campaign was designed to be cost-effective and impactful, providing sustainable growth opportunities for the organization.