To increase opportunities for blind and low vision people of all ages.
1.) To increase attendance of center-based training programs for senior citizens by 25% within 3 months.
Goal- The Blind Industries and Services of Maryland public relations campaign goal is: “to increase opportunities for blind and low vision people of all ages.” This goal is broad but references a specific challenge and the opportunity that the organization has to overcome it. The goal is appropriate because it reflects the organization’s main goal and purpose to serve the blind community.
Objective- The BISM campaign objective is: “To increase attendance of center-based training programs for senior citizens by 25% within 3 months.” This objective is reasonable and appropriate for a PR campaign because it fits all six criteria of a good objective. The objective is realistic and short and simple, specifying an increase in attendance to an already established program at the organization. It supports the client’s goals to assist the blind community. It specifies a public, specifically blind or low vision senior citizens. It specifies a change in that public with an increase of 25% attendance. It specifies a time of accomplishment, specifically three months. Finally, the objective operationalizes the public, change, and time and has a clearly defined and measurable outcome by which to evaluate to success of the campaign.