Marketing
In 2019 TLM’s marketing plan included maintaining social media profile presence, distributing a quarterly newsletter, implementing more brand consistency, a logo refresh, a website re-fresh, and continuing to get coverage promoting The Last Mile.
Social Media
A social media schedule was implemented to coincide with company events, non-profit events like #GivingTuesday and announcements of major policy changes like the First Step Act to co-promote TLM’s work. We promoted #GivingTuesday on social media, raising over $12,000 matched 100% by Stand Together. Social media was implemented during each event including Facebook live, and other social videos and postings. Social media engagement and followers grew up to 75% during this period.
Email Marketing
Launching Labs worked with TLM to create an email newsletter template to be distributed 4-6 times per year. Distributed using MailChimp and sent to an existing email list the emails had an improvement on open rate and a click through rate.
Marketing Materials
The Last Mile was in need of several new marketing materials and graphics to use for events, expansion and promotions. We worked with different departments to create the best graphics possible.
Website Updating and Maintenance
Working with the TLM IT team, Launching Labs helped with updates and website maintenance to bring the website current into 2020.
Branding Update: New logo, new favicon, updated colors, more partner logos
Contact Forms: Update to forms and contact information
Focus areas, stories & media: Updates to focus areas to include new expansion, more student, volunteer, and partner stories, and updated media
Public Relations
Public Relations, Research and Media Relations
The Last Mile was covered in print, radio, and television throughout 2019 including CNN, Fox News at Indiana Women’s Prison, CBS This Morning at Mabel Basset CC in Oklahoma, CNBC, and Forbes. In 2018-2019 Launching Labs promoted and organized 15 events in 5 states at 7 prison facilities including ribbon cuttings, graduations, and State and Federal Government visits. Launching Labs’ PR & Media tasks included:
- Write news releases
- Interview and prepare students for media
- Interface between governor’s communications office and media
- Media relations and liaison between grantors, TLM and the government offices
- Interview inmates for stories and class selection
- Write and provide media training for students
Project Managment
TLM PROGRAM EXPANSION
From 2018 to 2019 Launching Labs helped expand The Last Mile programs. Working with The Last Mile executives, Departments of Corrections and state Governor’s, new classes were launched in 4 new states, creating 8 new classrooms. Launching Labs intensive planning and organization, marketing materials creation, public relations, and event planning made these launches successful.
EXPANSION EVENTS
Launching Labs was integral in the building of relationships with grantors and government officials in Indiana, Oklahoma, Kansas, and Michigan. We connected the Indiana DOC and grantors Next Level (Indiana Government), Simon Family, Kansas DOC and the Kansas Government, Michigan DOC and grantors Google.org. Event guests at classroom launches included MC Hammer, Sway Calloway, Governor Holcomb of Indiana, Governor Stitt of Oklahoma, Mayor Jermaine Wilson of Leavenworth Kansas, Lt. Governor Garlin Gilchrest, Sirius XM, and TLM founders.
Launching Labs planned and managed the events. Our team created and sourced marketing materials, step and repeat banners, event invitations, and signage. We worked with both The Last Mile and the grantors like Chan Zuckerberg, and google.org to write, approve and promote news releases and materials. We promoted on social media with all the complications of in-prison communications.
Business Consulting
Business Organization – Set up video classroom training in all facilities, including call sheets, working with instructors on plans
Program Manager role creation
To manage the interface between TLM, the in-prison classrooms, and the government contacts we helped develop a new position called Program Manager (Now two positions: Classroom Operations Manager and Remote Instruction Manager) to work directly with classroom facilitators. We developed regular check-ins with all 17 facilitators, monitored email and Slack communications, administered a weekly report to the classrooms, escalated software and hardware issues to the TLM IT department, and monitored release dates for students. Once the position was running smoothly, the position was turned over to TLM for the job to run internally.
The Last Mile Remote Instruction
In Q2 2019 TLM started developing the Remote Instruction program to communicate with each classroom for one hour a week on a Google Hangout.
Launching Labs planned and executed the program by providing outside guidance, developing and managing systems, procedures, call reports, and post-call feedback. To help better track the Remote Instructions, we created a Call Sheet Template and attended and mediated over 80 Remote Instruction sessions in the first 6 months of the program. The program started with 5 and evolved to 17 classrooms by year-end.
