Divine Hearts, Healthy Starts | Newviews Connects

The Background

In the spirit of the winter season, Newviews Connects recognized the profound impact of gift-giving and compassion, particularly in times of increasing economic challenges. As the cost of living continues to rise, the residents of Richmond find themselves disproportionately affected, heightening the need for community-focused initiatives that not only provide relief but also foster long-term resilience. With this backdrop, our initiative aimed not only to meet the immediate needs of the community but to also showcase the comprehensive resources offered by Sentara Community Care Center.

To effectively manage and measure the impact of our efforts, we introduced a check-in form for all participants. This form was crucial for collecting data, allowing Sentara's team to track attendance and evaluate the services most in demand. This data collection was instrumental in optimizing our resources and tailoring services to meet the specific needs of the community, thereby enhancing the effectiveness of our outreach.

Project Type

Experiential Marketing
Event Management
Digital Ad Campaign
Grassroots Marketing & PR
Social Storytelling
Copywriting
Photography
Organic Social Media Campaign
Creative Direction

Our efforts were significantly bolstered by strategic partnerships with local chapters of national organizations, specifically the Beta Gamma Lambda Chapter of Alpha Phi Alpha Fraternity, Inc., and the Iota Sigma Chapter of Sigma Gamma Rho Sorority, Inc. These partnerships were pivotal in the success of our clothing drive, as both organizations brought not only a significant amount of donated clothing but also a dedicated network of volunteers. Their members actively participated in the collection, sorting, and distribution of garments, ensuring a wide variety of clothing was available for men, women, and children of all ages.

The involvement of these respected organizations not only increased the volume of donations and resources but also lent credibility and visibility to the initiative, drawing more community members to participate and benefit from the services provided. This collaboration exemplifies how harnessing the strengths and networks of community organizations can lead to a more substantial and lasting impact, addressing the multifaceted needs of individuals and families during challenging times.

The Goals:
Serve the community.
Provide Holistic Services.
Connect.

PR and Outreach: Engaging School Social Workers

A critical component of our PR and outreach strategy for the "Divine Hearts, Healthy Starts" initiative was to engage directly with school social workers, leveraging their unique position within the educational system to reach populations most in need. Social workers in schools are often at the frontline of family and student needs, making them ideal partners for disseminating information about community support resources effectively.

Targeted Schools

Our outreach focused on a select group of schools within the Richmond area known for their commitment to supporting underprivileged families.

These schools included:

John Rolfe Middle School
Varina Elementary School
Mehfoud Elementary School
Virginia Randolph Education Center
Donahoe Elementary School
Laburnum Elementary School
Wilder Middle School
Highland Springs High School

Each of these schools was chosen based on the demographics of their student populations and the known needs of their communities. We provided the social workers at these schools with detailed information packets about the "Divine Hearts, Healthy Starts" initiative. These packets included flyers, FAQs, and detailed descriptions of the available resources at the Sentara Community Care Center.

Communication Strategy:

We held informational sessions with the social workers a few weeks prior to the launch of the initiative. During these sessions, we explained the scope of the project, the types of resources available, and how families could benefit from participating. We also equipped social workers with contact information for our team, so they could easily reach out with any questions or for additional support.

The social workers were instrumental in identifying families who would most benefit from the initiative and in encouraging them to visit the Community Care Center. They distributed the informational flyers to families, posted them on school notice boards, and some even discussed the initiative during parent-teacher meetings to ensure wide visibility.

By incorporating school social workers into our outreach strategy, we ensured that our message reached the heart of the communities most in need, making our initiative more accessible and effective in meeting the holistic needs of families during the winter season.

Local Media Outreach

An essential aspect of our PR and outreach strategy was to ensure that the success and impact of the "Divine Hearts, Healthy Starts" initiative were widely recognized and shared through local media outlets. Effective media engagement not only helps to amplify the reach of our initiatives but also encourages community participation and support. Our goal was to attract attention to the comprehensive resources provided by the Sentara Community Care Center and to inspire other communities to adopt similar initiatives.

Channel 12, picked up the story and featured it throughout the weekend. Their coverage included interviews with our CEO, Tyrone Nelson Jr , and video of participants showcasing the direct impact of the initiative on the community. The recurring weekend slots ensured that the story reached a broad audience, including those who might not typically be engaged with weekday news.

Engaging Local Media

To maximize exposure, we proactively reached out to local media with a well-crafted press release that highlighted the initiative's goals, the number of families served, and the partnership with Divine Nine organizations. We emphasized the holistic approach of the initiative, providing not just clothing but also food and health resources, which were particularly compelling story angles for the winter season.

Media Coverage Success

Our efforts were met with positive responses, leading to significant coverage from prominent local media:

The Henrico Citizen:

Channel 12

The media coverage not only boosted the visibility of the "Divine Hearts, Healthy Starts" initiative but also played a crucial role in demonstrating the tangible benefits of community and health service integration. This success in media outreach contributed significantly to the overall success of the initiative, drawing more community members to participate and access the resources available at the Community Care Center.

The Citizen ran a short article on the initiative. The piece highlighted the collaborative efforts with Divine Nine organizations and detailed the services provided at the Sentara Community Care Center. This article helped raise awareness among local residents and potential donors about the impact of the initiative.

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Leveraging Local
Community Partnerships

Richmond is a city built on the foundation of strong partnerships and community collaboration. For the "Divine Hearts, Healthy Starts" initiative, we strategically engaged various organizations and influential elected officials to maximize our outreach and impact. Their support was crucial in amplifying our message and ensuring the initiative reached deep into the heart of the community.

Organizations

We collaborated with a diverse array of local organizations that have established trust and communication channels within the community:

Richmond Redevelopment Housing Authority: Distributed flyers to all housing residents, ensuring that families in need received information directly.
Sixth Mount Zion Baptist Church: Helped distribute flyers during their Friday Feeding of the Community, reaching a wide audience at a central community event.
Speaking Spirit Ministries: Sent out the flyer as an email and text blast to all congregations
Richmond Creative Counseling: helped disseminate information through their networks, enhancing our reach to diverse community groups.
Hope’s Promises Crisis Mental Health Center and Hope Pharmacy: These health-focused entities provided vital support by informing their service users about the available resources.
Partnership for the Future, Henrico Police Athletic League, and Varina High School Basketball: These groups shared information with young people and their families, leveraging sports and educational networks for broader outreach.
Richmond Public Schools: Placed flyers in the community corner of schools, directly reaching families physically and online.
Statement Models Agency: helped disseminate information through their networks, enhancing our reach to diverse community groups.
Henrico County Government: Played a role in spreading the word, they had it posted on the Outreach and Engagement Bulletin Board and it was shared with their Prevention team to print copies for each of their Connect Program sites. They also sent out to the agenda to the Multicultural/Faith Leader Call list.

Elected Officials
Elected officials with strong community ties also championed our initiative, adding credibility and a broader reach:

Rev. Supervisor Tyrone Nelson Sr.: Actively promoted the initiative in community meetings and through social media.
Senator Lashrecse Aird: Supported the initiative at the state level and visibility.
Rev. Supervisor Roscoe D. Cooper III and City Project Manager Troy Kershaw: Both were instrumental in facilitating city-level support and logistics.
Mayor Levar Stoney: Endorsed the initiative, mentioning it on social channels.
Sheriff Alisa Gregory: Helped disseminate information through the sheriff’s department networks, reaching a wide demographic

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These partnerships were not just about spreading the word; they were about embedding our initiative within the fabric of Richmond’s communal resources. By uniting these diverse voices, we ensured that "Divine Hearts, Healthy Starts" was not just seen as an outreach project but as a community movement backed by a broad spectrum of Richmond's civic and social leaders. This collective effort was key to the successful engagement and participation of the community, further strengthening the bond between Sentara and the people it serves.

Strategic Paid
Media Campaign

To further amplify the reach and effectiveness of the "Divine Hearts, Healthy Starts" initiative, we implemented a targeted paid media campaign. This campaign was meticulously planned to focus on specific zip codes within Richmond & Henrico, prioritizing areas where the need was greatest and where Sentara's resources could make the most significant impact. Our objective was not only to inform the community about the resources available but also to drive substantial physical traffic to the Sentara Community Care Center during the initiative.

Campaign Strategy

The paid media campaign utilized video ads, which are highly engaging and effective in conveying emotive content and detailed information quickly. We developed two distinct video ads to run as part of a split test, allowing us to evaluate which ad resonated more with our target audience and provided the best return on investment.

Split Testing Methodology

Ad A focused on the emotional appeal of community support during the winter, highlighting personal testimonials from individuals and families who had previously benefited from the initiative. This ad aimed to connect on an emotional level, showing the direct impact of the initiative on community members' lives.

Ad B emphasized the breadth of available services at the Sentara Community Care Center, including the clothing distribution, food pantry access, and health resources. This ad was designed to inform the audience about the comprehensive support they could receive by participating.

Both ads were strategically disseminated through social media platforms, and other digital channels that allow geo-targeting by zip code. This ensured that our message was seen by the most relevant audiences, maximizing engagement and participation.

Analyzing Results

Throughout the campaign, we closely monitored the performance metrics of both ads, including view rates, click-through rates, and subsequent visits to the initiative's landing page. This data helped us identify which ad was more effective in engaging the target demographic and driving traffic to the event. Adjustments were made in real-time to allocate more resources to the better-performing ad, ensuring optimal use of the advertising budget.

The split testing not only provided us with valuable insights into our audience's preferences and behaviors but also ensured that we maximized the impact of every dollar spent in our media buy. This strategic approach contributed significantly to the success of the initiative, as evidenced by the increased number of participants and heightened community engagement during the event. By combining detailed data analysis with creative content delivery, we ensured that the "Divine Hearts, Healthy Starts" initiative reached and resonated with those who needed it most.

Viewership
Breakdown
By Views

Inclusive Outreach
Engaging Spanish Speaking Communities

Recognizing the diverse linguistic needs of our community, we ensured that our outreach efforts for the "Divine Hearts, Healthy Starts" initiative were inclusive and accessible to all residents, including Spanish-speaking community members. To effectively communicate with and engage this important demographic, we took proactive steps to include Spanish-language materials and support.

Spanish Language Flyers

Understanding that effective communication is key to successful community engagement, we designed and distributed Spanish-language flyers alongside our English materials. These flyers provided detailed information about the initiative, including the types of resources available, event dates, and location details. The flyers were specifically targeted to neighborhoods with a high percentage of Spanish-speaking residents, ensuring that these communities were well-informed and felt welcomed to participate.

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Bilingual Staff Engagement

To further support our Spanish-speaking participants, we made sure to have bilingual staff from Newviews present at the event. These team members were not only fluent in Spanish but also culturally competent, enabling them to effectively communicate and connect with participants. This presence was crucial in ensuring that all community members felt comfortable and could easily access the resources provided.Bilingual staff helped explain the services at the Sentara Community Care Center, assisted with the check-in process, and guided participants through the clothing distribution setup. They also answered questions and provided additional information about ongoing support available beyond the initiative, ensuring that the participants fully understood and could take advantage of all resources.

Elevating the Donation Experience

In the final stages of our preparation for the "Divine Hearts, Healthy Starts" initiative, a crucial element was ensuring that the clothes provided to the community were not merely handed out but were presented in a way that dignified the recipients and enhanced their experience. Our CEO, Tyrone Nelson Jr., was adamant that this initiative should reflect a genuine and heartfelt engagement with the community. He emphasized that the clothes should not only be donated but also meticulously cleaned, dried, and pressed. This approach was about transforming the typical image of charitable clothing donations from rummaging through bins of worn garments to a true shopping experience where even used clothes appeared new and carefully curated.

Ensuring Quality and Dignity

The process involved several critical steps:

Sorting and Inspection: Each item of clothing was thoroughly inspected to ensure it met our quality standards. Only items that were in good condition and free of major wear and tear were selected for the next steps.
Cleaning: All selected garments were professionally cleaned. This step was vital not only for hygiene but also to ensure that each piece was fresh and presentable, eliminating any odors and stains that can often be associated with used clothing.
Pressing and Presentation: After cleaning, clothes were carefully pressed and presented on hangers or neatly folded, much like what one would expect in a retail environment. This presentation was crucial in transforming the distribution area into a welcoming and respectful shopping environment.

Creating a Genuine Shopping Experience

To further elevate the experience, the setup of the distribution area was designed to mimic a store rather than a giveaway. Clothes were organized by type, size, and gender, displayed on racks and tables, with clear signage to guide participants through different sections. Volunteers acted as personal shoppers, assisting participants in finding items that suited their needs and preferences, and providing a level of customer service that one would expect in a retail setting.

Impact on the Community

This meticulous attention to detail in the presentation of clothes had a profound impact on the participants. It not only provided them with necessary items but did so in a manner that respected their dignity and made them feel valued. The initiative, through these efforts, conveyed a powerful message: the community deserves quality and care regardless of circumstances. Tyrone Nelson Jr.’s vision ensured that the experience was not just about meeting physical needs but also about nurturing the community's spirit by showing that they are truly cared for.

This thoughtful approach exemplified our organization's commitment to going beyond basic charity—by ensuring that every interaction with the community is infused with respect, dignity, and genuine care.

Elevating the Donation Experience

During the "Divine Hearts, Healthy Starts" initiative, we were conscious of the fact that community members might be waiting outside in the cold as they participated in the event. To ensure that everyone's experience was as comfortable and welcoming as possible, we took the additional step of providing complimentary hot chocolate to all attendees.

Warm Welcome

Set up at a welcoming station near the entrance, hot chocolate was made available to everyone as they arrived and while they waited. This simple gesture of warmth was not just about physical comfort, but also about creating a nurturing and hospitable atmosphere. The presence of hot chocolate helped transform the waiting experience into a more enjoyable and communal moment, where community members could gather, share warmth, and feel cared for.

Staff and Volunteer Interaction

Our staff and volunteers were on hand at the hot chocolate station, serving drinks, greeting attendees with smiles, and using the opportunity to engage with the community. This interaction not only helped in making the attendees feel valued but also allowed our team to discuss other services and activities available during the event.

Community Feedback

The response to this thoughtful addition was overwhelmingly positive, with many participants expressing gratitude for the considerate arrangement. It served as a reminder that small acts of kindness could significantly enhance the community’s experience and perception of an event.

This thoughtful provision of hot chocolate exemplified our initiative's overall approach: to meet community needs holistically and with empathy. It underscored our commitment to not just provide resources but also to create an environment of warmth, care, and community spirit.

Reflecting on Success
and Looking Forward

The remarkable success of the "Divine Hearts, Healthy Starts" initiative has been a testament to the power of thoughtful planning, community collaboration, and an unwavering commitment to dignity and respect. Through strategic partnerships with local organizations and officials, targeted media campaigns, and meticulous attention to detail in the presentation of donated goods, we have not only met the immediate needs of over 280 community members but have also fostered a deeper connection between Sentara and the communities it serves.

Celebrating Achievements

The initiative's achievements are manifold:

Engaging over 97 families and 280 Community Members directly through resources and support.
Effective use of media and school networks to reach deep into the community.
Elevating the experience of clothing donations to provide a dignified, respectful, and enjoyable shopping experience.
Demonstrating a successful model of integrated community service that can be replicated in other contexts.

These successes have not only provided essential resources to those in need but have also strengthened the fabric of our community, building trust and goodwill that extends beyond the duration of the initiative.

Impactful Testimonials - Bus Stop

At the conclusion of our clothing distribution drive, we faced a decision: close the doors promptly as planned, or give a few more minutes in case there were stragglers. Choosing the latter, we opted for a 'soft close,' allowing the event to wind down naturally. This decision proved to be profoundly impactful. As we began to tidy up, to our astonishment, a group of about 25-30 individuals arrived. Despite the late hour, these determined visitors had walked over a mile from the nearest bus stop to reach us. Their effort to get to the event was not just a testament to their need but also a vivid illustration of the vital role our center plays in the community.

Their stories, shared amidst piles of clothing they gratefully sorted through, were a powerful reminder of the real impact our efforts can have. It’s moments like these that reinforce our commitment to serving and inspire us to keep our doors open, always a bit longer, for those who may still be on their way.

Future Endeavors

Encouraged by the positive outcomes and the overwhelming community response, we are excited to explore additional ways to expand and enhance our efforts. The insights gained from this initiative will inform future projects, allowing us to refine our strategies and engage even more effectively with the community. We are committed to maintaining the high standards set by this initiative, ensuring that all future endeavors continue to prioritize the dignity and respect of our participants.

Looking ahead, we plan to extend the reach of our initiatives to include more services and to address other critical needs within the community. By continuing to work closely with our partners and leveraging the strong foundation we have built, we aim to introduce more comprehensive programs that encompass health, education, and economic empowerment.

The enthusiasm and support from the community, our partners, and our dedicated team are driving us forward. We are inspired to keep this momentum going, building on our achievements to make an even greater impact in the future. As we plan for upcoming initiatives, we remain committed to our mission of enriching lives and empowering communities, ensuring that each step we take is a step towards a healthier, more vibrant Richmond.