Five Quaker Street Communications

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• Five Quaker Street Communications

Located in Philadelphia, PA
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Our Public Relations Firm
Five Quaker Street is a newly formed advocacy
group whose main concern is to uphold
Philadelphians in a positive light, while
preserving the ethics, honesty, and integrity
that the original founders of Philadelphia, the
Quakers, believed in as well.
We uphold all of the standards named in the
PRSAs Code of Ethics
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What We Can Do For You

• Send out press releases on all events possible
• Design special events that support a political
  endeavor
• Improve your image with your key audiences
• Research each of your key audiences for a better
  understanding of what they are looking for
• Efficiently target your key audiences
• Advise and counsel on issues dealing with the
  media
• Create a positive, two-way communication flow
  with the media

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Your Current Opportunity
With your mayoral term nearing its end, there
are a multitude of opportunities open to you.
Past interviews have you stating an interest in
running for Congress and we, at Five Quaker
Street Communications, are interested in making
that happen. To remain a public figure after an
office term is over requires a positive and
healthy relationship with local media sources.
Our PR firm can aid in holding special events and
press conferences to keep you in the media
spotlight. With our PR firm by your side, you can
confidently support certain issues and reject
others. WHYY Interview
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Our Goals and Objectives
You have been given the opportunity to appear on
the highly-rated show, Sesame Street where you
can propose a new website plan for the city
through a dialogue with Elmo and cast. An updated
site can help to increase Philadelphias
communication with you. Offering your services
and aid to the newly elected mayor can help to
keep you involved in the issues in Philadelphia
while showing your consideration One issue that
should be addressed is the lack of availability
your team has had for the media. We hope to
change that, answering questions and being very
responsive towards the media. We would like to
portray you as a family oriented figure as well
by involving your wife in certain press
conferences and interviews. Finally, you will be
teaching political science for a semester at
Temple University this Spring. We would like to
promote this as your first career began with
teaching and we want to show you going back you
your educational roots.
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Situation Analysis - SWOT
The Opportunity John Street now has the ability
to follow another career path or continue in the
political field (i.e. Congress and/ or
teaching). Profile of Target Audiences Research
what they want and what they like in John
Streets policies and career choices (i.e.
students find it appealing that Street will be
teaching. Know the New Trends/ political ideas
that are taking way. (i.e. gay marriage)
Analysis of Opportunities What is available and
likely for John Street after mayoral term? (i.e.
politics, teaching, authoring) Competitive
Environment Who will be publicly against any
choices that Street makes? (i.e. Republicans,
Nutter)
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The New Website
With your time in office nearing its end, passing
large political bills will be difficult.
Revamping the city website would be a much more
feasible task.
Revamping the website will allow for city
residents to become more active as the site will
be an interactive place where residents could
discuss certain issues and inform city officials,
including yourself, of issues that might not be
known otherwise.
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Honorable Mayor for a Day
To influence the Philadelphia students to become
active within the political field, an annual
scholarship fund will be created. Available for
students from grades 6 to 12, there are five
winners. First place receives a 5,000
scholarship, sweatshirt, plaque, and the ability
to follow John Street throughout the day. Runners
up will receive a 500 scholarship and
sweatshirt. The scholarship will be due by
September 30th and a winner will be announced by
November 1st. The winners will be awarded at a
sit-down dinner ceremony to take place within
City Hall where media outlets and target
audiences will be invited to award the students.
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Future Career Moves
Whether you choose to continue a career in
education or politics, you will still be a
Philadelphia figurehead.
Five Quaker Street Communications wants to help
further your vocation with honest and responsible
public relations.
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The Action Plan

• How we going to accomplish our set of goals
• We will set our goals one at a time, beginning
  with the renovation of the Philadelphia website
  and the content on the website.
• We will gather both formal and informal
  information through surveys, interviews, content
  analysis, focus groups, document searches,
  observation, and self-analysis's on what would
  make the site user-friendly and attractive.
• We will attempt to influence the media on your
  upcoming stances through press releases, video
  news releases, and press conferences. We will
  give the media your view and always have an
  employee available for an interview/ questioning.
• We will want to have a positive media image of
  John Street and a better government website.
• We will want the city residents to support
  Streets goal of revamping the website and think
  of Street in a positive light.

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The Budget
1. Out-of-pocket expenses (for postage, photo and
slide duplications, long-distance phone charges,
Federal Express, etc.) should range from to
6,000). By the way, one of the best ways to
evaluate a new agency relationship is by
regularly auditing the monthly long distance
phone charges. Have the agency provide you with
copies of the long distance bills for the first
four months. If you have budgeted 50 hours per
month for media relations and your long distance
phone charges are not averaging 150 to 250 per
month, there's a good chance those media
relations calls aren't being made! 2. Press
releases are the building blocks of any PR
program and a typical two-page release requires
between five and 10 hours of creative time to
write and distribute to appropriate media.
Distribution costs, assuming the release will be
mailed to 100 media outlets, should not exceed
500. 3. the Internet, fax-on-demand servers are
streamlining the way companies communicate with
editors and customers. If you're interested in a
fax-on-demand server but are discouraged by the
high hardware and programming costs, some PR
firms offer turnkey, 800-number, fax-on-demand
servers. Budget about 10 hours of creative time
to program the server, plus 250 in out-of-pocket
expenses. Depending upon volume, fax transmission
charges will range from 85 cents per minute to
1.20 per minute. The costs of uploading
additional documents should be billed at the
agency's hourly rate. 4. Media Coaching for Naomi
Street 3000. 5. Sweat shirts 250 6. Prize money
(Honorable Mayor) 7000. 7. Special Event cost
for the dinner ceremony for Honorary Scholarship
winners 5000. 8. Video News Release Hard Copy
(10-250.00) Jeffrey Markowitzs
(Productions)30secspot (11,000) 10 years of
experience covering The White House, The
Pentagon, Capitol Hill, and numerous other global
geographic centers of political influence have
resulted in awards and distinctions such as Photo
of the Year for Time Magazine, Photo of the Year
for US News and World Report, and the World Press
Association. 9. In September 2007, the U.S.
Federal Communications Commission issued two
notices of apparent liability, announcing its
intention to fine Comcast Corporation 4000 for
each of its regional cable channel CN8s five
undisclosed VNR broadcasts that were documented
in the Center for Media and Democracy's "Still
Not the News" report, for a total of 20,000. 10.
Jerseys for John and Naomi 1000 11.Web design
12,000
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The Final Analysis
Once our plan is in place, we will conduct a
content analysis to scientifically measure the
amount of times you, the client, were mentioned
within a two week time frame. Then, we will
analyze how well our PR plan worked through
random sampling of target audiences and focus
groups. We will work out charts with easy to read
reactions. If a change is necessary, one will be
immediately implemented.
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Thank you for your time, and we hope you choose
Five Quaker Street Communications.
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Work Cited Image Sources
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http//images.jupiterimages.com/common/detail/62/5
2/23125262.jpg
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iewImages k2d17A4AD9FDB9CF1934A2752006EF5F0 ED
FF00508F8E679CE45A5397277B4DC33E
http//www.1stmarinedivisionassociation.org/reunio
ns/2007/ Phila20City20Hall.jpg
http//www.phila.gov/health/units/ams/Asbestos_Pro
gram_Guide/ams_seal_2.jpg
http//jcharts.sourceforge.net/samples/images/samp
les/pie/pieChart.jpg
http//www.aperfectworld.org/clipart/symbols/check
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http//www.gophila.com/assets/dmt/images/1.Philade
lphiaSkylin-B.KriG.jpg
http//philadelphia.about.com/library/gallery/2000
mummers28.jpg
http//archimedes.galilei.com/stlcofcc/blogimages/
johnstreet.jpg
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Work Cited Written Sources

• http//abcnews.go.com/US/wireStory?id3886807
• http//abcnews.go.com/US/wireStory?id3401628
• http//abcnews.go.com/US/wireStory?id3178431
• http//abcnews.go.com/US/wireStory?id3139915
• http//abcnews.go.com/US/wireStory?id3069436
• http//abcnews.go.com/US/wireStory?id2931977
• http//abcnews.go.com/WNT/story?id2249450
• http//www.phila.gov/mayor/
• http//www.ctv.ca/servlet/ArticleNews/story/CTVNew
  s/20070629/iphone_mayor_070629?s_nameno_ads
• http//www.time.com/time/magazine/article/0,9171,1
  050284,00.html

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Press Release

• Contact Fred Galloway FOR IMMEDIATE
  RELEASE
• Tel. [phone]
• E-mail sandman15_at_excite.com
• 11/01/2007
• Mayor John Street will be taking his website plan
  to the Muppets for final approval.
• Philadelphia, PA Mayor John Street announced
  today that he has plans to say farewell to the
  city in person with what he calls his Taking
  it to the Streets campaign. In an effort to make
  the city technologically up-to-date before the
  next mayor is sworn-in, Street will work with
  technology experts from Hoover Web Design one
  of Americas leading web design firm to revamp
  what he calls the citys now out-of-date-website.
  
• Street plans to kick off his campaign on
  WHYY-TVs Sesame Street where he is scheduled
  to appear on an upcoming show with Kermit the
  Frog singing, It Aint Easy Being Green. The
  spot will show Street, being booed by some of the
  characters on the show after making a speech.
  After the song and a pep talk from Kermit the
  Frog, Street will announce his new website plans.
  
• Street feels a better constructed website will
  bring the city of Philadelphia up to a higher
  standard, stated Joe Grace, Acting Director of
  Communications for the city. The Sesame Street
  spot came at just the right time. He has been
  interested in doing the show for some time. He
  just wasnt able to until now. Streets first
  career was as a public school teacher. He is
  still passionate about it, Grace said.
• In the following weeks, Street and the webmasters
  plan to make appearances around the city to spend
  some quality time with the citizens of
  Philadelphia. The mayor feels by visiting some of
  the cities many businesses, hotels, schools,
  churches, and restaurants, along with sport
  venues, concert halls, museums, civic
  organizations, and the local media, he can better
  facilitate a more enhanced flow of information to
  visitors and local residence.
• Street feels obligated to serve the publics best
  interests until the very end of his term, and he
  wants to continue to be available to the next
  mayor and the city, even after he leaves mayoral
  office.
• To set up an interview, please contact Joe Grace
  at [phone]
• Five Quaker Street is a newly formed advocacy
  group whose main concern is to uphold
  Philadelphians in a positive light, while
  preserving the ethics, honesty, and integrity
  that the original founders of Philadelphia, the
  Quakers, believed in as well.