Jordan Johnson
Class 670
Project 5
Slide 1: Welcome members of the National Museum of African American History and Culture.
My name is Jordan Johnson, and I am Senior Account Executive for Parabolic Communications.
Today we will present our plan to support your goal to increase the number of volunteers for
one of the museum’s important transcriptions projects, the Freedman’s Bureau Papers.
Slide 2: This plan presents how we can provide a communications plan to reach more potential
volunteers through multiple channels and thus bringing in more transcribing volunteers. The
goal is to increase the public participation in the transcription of the Freedman's Bureau
Papers by 40% by the end of 2022. This will also be the marking of the 150th year since the
creation of the Freedman's Bureau in 1872.
Slide 3: The steps we will be taking to accomplish this goal is to hire a Communications
Company to create a Strategic Communications Plan to work with the museum to create social
events and activities to increase our volunteer applications. This will also include developing a
multi-media campaign to reach more than 100 million people globally.
Slide 4: These steps will support the Museum’s goals and objectives by applying global
campaigning techniques to target a larger pool of potential volunteers. Currently the museum
treats the FBP project as a side project, managed by museum employees as a volunteer.
Currently, most of the events the museum currently partakes in for transcribing have been left
to the companies that partner with the museum for their private volunteer options. We are
also suggesting the museum provide two incentives that can be amplified in our global
campaign. (1) offer a certification program for transcriptionist in partnership with training
companies like Udemy and (2) offer a 20% discount coupon on all NMAAHC merchandise and
food at the museum
Slide 5: For the development of the multi-media campaign, we will be leveraging the social
media platforms that the museum currently has (such as Facebook, Twitter, YouTube, etc.) to
create a messaging campaign. This will include videos, photos, and testimonials. By amplifying
the messages on these channels, we should be able to increase followship up to 20%.
Slide 6: We will also partner with several companies specializing in genealogy services such as
[Link] and transcription services such as Udemy to promote the certification program or
provide training for volunteers that are new to the skill.
Slide 7: For the Project Management Office, we will establish a small PMO (1.5 people) to
develop and implement the campaign. They will not be requiring office space as they will be
working remotely. The team will also only need to visit the museum, when necessary, but it is
not mandatory. We believe this project can be completed with $100,000.
Slide 8: We believe this global campaign can begin as early as July 1 as most of the Strategic
Plan can be completed in less than 2 weeks from today and launch at the beginning of July. We
believe this global campaign will last 70 days. If you include the start-up time for the PMO (20
days) and the global campaign, the project can be completed in 90 days.