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| **WHY PROMOTE YOURWEED AND SEED STRATEGY**Promoting the Weedand Seed strategy in your community is often overlooked as you beginwork in a new neighborhoodor as you work on sustaining the efforts of a mature program.  Thereare many reasons thata promotional campaign is well worth your effort.  A promotional campaign:-  Encourages those who arealready working hard by giving them credit for this hard work;
-  Informs the communityabout the success of your program;
-  Sends a message to thecriminal element that your neighborhood will no longer tolerate criminalbehavior;
-  Informs those who holdthe purse-strings that Weed and Seed is worth their investment.
-  This manual offers simplesteps for marketing your Weed and Seed efforts.  It is offered asa starting point for a larger effort which you may want to undertake later. Since many advertising and public relations firms perform services on apro bono basis, you should contact local agencies to become a part of yourWeed and Seed effort.
And if you or your SteeringCommittee is unsure about the value of promoting your Weed and Seed program,simply ask yourself �Why not?� **WHAT SHOULD BEPROMOTED**Many Weed and Seedleaders often forget to let others know of the successful events takingplace in their states because they are either too busy trying to attractlocal residents and officials to the event, or they are unsure that theseevents are newsworthy.   For whatever the reason, event-coordinatorsshould remember - everything that you do is of interest to someone!
The following are examplesof information that should be shared with others: 
**�Success�** mayinclude the completion of a project such as a clean up of a drug houseor the opening of a truancy center.  It may be a program offered forthe first time in the community, the completion of a community survey. Anything that is a step away from standstill is a success! **Upcoming events**should be well publicized.  BUT don�t forget to publicize the resultsof these events.  For example, you may have placed fliers and signsabout an upcoming neighborhood clean-up in local grocery stores, newspapers,or on doorknobs for several weeks.  Follow this up with an articlein your local Weed and Seed newsletter (or in Weed and Seed In-Sites),saying how many people attended, how many garbage bags or dumpsters werefilled, and how the neighborhood looked afterward.  You could alsodistribute �Thank You� fliers with he same information, thanking the residentsfor their participation.  Publicizing the results encourages citizensto join in the next time an event is organized. **Support from communityleaders and government officials should be promoted**.  Let everyoneknow who is supporting your Weed and Seed initiative.  A statementfrom the Mayor, US Attorney, business or non-profit leaders or CommunityAssociation President can go a long way in encouraging others to join yourWeed and Seed effort. **Arrests and Prosecutions**arean integral part of the Weed and Seed strategy and the criminal elementin your neighborhood also reads papers and listens to the news.  Workwith your �Weeding� component to  publicize arrests and prosecutions,sending the message to lawbreakers that your neighborhood is no longertolerating criminal behavior.  This message is also a pat on the backfor the local police, federal investigative agencies, and prosecutors andhelps to maintain momentum..  Some sites report these arrests andprosecutions in their local Weed and Seed newsletters, Web sites, as wellas in news releases to local news media. 
**TARGETING THE WEEDAND SEED AUDIENCE**The most importantstep to take in promoting your Weed and Seed program or event is to decidewhat audience you want to respond to your promotion.  In other words,who will be reading or hearing this message? 
There are several audiencesthat you will want to target as you create a promotional strategy, suchas:-   Law Enforcement
-   Government Officials(local and state)
-   Neighborhood Residents,including faith-based groups
-   General Public includingyouth and senior groups
-   Business and thePrivate Sector
Each group responds tomessages differently.  All will ask the standard question, �What�sin it for me?�  It will be up to you to explain how the Weed and Seedprogram will benefit each audience.
Once you have targetedan audience, there are several other steps to take to insure that the messagesent is received and gets maximum response. 
**What�s in it forme?**For Weed and Seedresidents, the payoff may be increased safety (all residents),  recreationalactivities (youth); increased property values (homeowners); increased availabilityof jobs (job seekers); positive results from contributions (all contributors);decrease in crime (citizens, law enforcement, and local government officials);or after-school programs (working parents with children).  Once youunderstand what message your target audience will respond to you are betterable to communicate effectively. 
**What is the bestmedium for reaching this audience?**Be aware of what mediumyour target audience is most likely to see and hear.  For example,if the target audience speaks English as a second language, the promotionalmaterial may need to be written or spoken in their first language. Likewise, if there is a local neighborhood newsletter or paper, this mightbe the best medium for reaching adults.  High school students, however,might best be reached by a public service announcement on a popular radiostation. 
Practiced Weed andSeed sites have found it most practical to **create neighborhood brochuresand newsletters**.  These resources are crucial to �spreading theword� about Weed and Seed contributions to the welfare of the community. The same information can be mirrored on a Web site.  Conduct a Websearch for Weed and Seed and take notice what other sites are promoting. Many times, the local police department or city mayor�s office will maintaina Weed and Seed Web site for the community to reference, listing upcomingevents, volunteer opportunities, safe haven hours, etc.  Whether yoursite chooses to do a brochure, a newsletter, or a Web page...as long asthe information is made available to the public, that�s all that counts...fornow. 
**Where can this audiencebe best reached?**To insure maximumexposure for the promotion, you must go where the audience is!  Forexample, if you want to encourage high school students to participate ina gang prevention program, you will probably receive more response froma flyer distributed at a local high school or high school hangout thanfrom a flyer distributed at a local grocery store.  Likewise, if youonly distribute information to people who are already attending the SafeHaven, you will not be able to expect a large increase in attendance. Instead it might be more productive to enlist the help of those Safe Havenattendees to distribute the information to the entire neighborhood by walkingdoor-to-door. 
**Getting Started:**Create a list of individualsand businesses to target: this is best managed using database technologyor word processing software.  Organize this list by area (i.e. residents,non-profit organization, law enforcement, faith-based).  As your strategygrows you�ll be able to get an idea of where you should conduct more outreach. 
Outline what you wouldlike to include in your initial brochure/newsletter.  Is this an informationaltool introducing the community to the strategy/concept?  Or is itto be utilized as an �update� on progress, or an alert to upcoming events. Is there anyone in the area capable of laying it the newsletter? Does the local highschool have a journalism class or club?  Many siteshave utilized the talents of local students to create and layout newsletters. Be sure to have it reviewed by several people for quality assurance. 
**Distribution:**Starting with localbusinesses: give them the opportunity to learn about Weed and Seed andyour initiatives.  The people running a business in the target areaare very interested in improving the surrounding area.  It isn�t ahard sell!  However, these business owners will think that you wanta contribution of some kind and may brush you off on the spot. As an initialapproach to attracting the attention of the local business community, preparepromotional packages for distribution.  Pool resources from the cityand the neighborhood and create a package that can be mailed or hand deliveredto businesses in the area. These business targets will have the opportunityto review the materials at their leisure.  The next time you walkinto their place of business, bring with you a plastic window sign andask if they�d be willing to display the �We Support Weed and Seed� sign. This brings visibility to the community. Faith-based targeting:chances are that a large percentage of residents in the target area areaffiliated with a local church.  Ask the local churches if you canput informational pamphlets or brochures on a table for distribution. Also, some churches may be willing to insert the Weed and Seed logo intheir newsletter with a brief announcement. 
Leveraging Resources:printing costs are a major consideration for most Weed and Seed sites startinga promotions initiative.  We have learned from many of our sites thatbusinesses, schools, and even local post offices have been eager to helpby offering their resources.  In one site, representatives met withthe local post office and were apply to obtain a commitment for free deliveryof over 2,000 brochures in the target neighborhood.  Offer full recognitionand place on your newsletter the copy-shop�s logo, name, etc. 
Once you have targeteda good portion of your community residents and business owners, coordinatea �town meeting� and continue your promotion.  Don�t let too muchtime pass.  People are attracted to organization and much easier tomobilize when they see that the ball is rolling. 
The greatest thingto remember, the greater the number of partners, the faster your strategywill take off!  The foundation of the Weed and Seed strategy is collaboration. 
**There are two variationsof the official Weed and Seed logo:** 
(Left click on mouse to save any of these logo imagesto your hard drive) 
There is also an official DEFY logo:
  **Restrictions onUsing the Logo**This logo may onlybe used on materials produced by Officially Recognized Weed and Seed sites. The logo should not be altered in any way other than adding the city�sname beneath or above it.  For example, do not remove the words Weed& Seed and replace it with your city�s name.
The logo is usuallyprinted in green ink (PMS 348) but it is permissible to print it usingother shades of green.  The Executive Office for Weed and Seed (EOWS)asks that you use only green when using the logo.  Keeping the logouniform for all sites makes it a recognizable symbol. 
EOWS is frequentlyasked if a community which has not yet received Official Recognition canwear a Weed and Seed lapel pin or a Weed and Seed tee-shirt bearing thelogo.  The answer is yes, but a community should not print its owntee-shirts using the logo until receiving Official Recognition.  (Thisuse of the logo is much like the policy used by the Disney corporation:while you can purchase a tee-shirt with the Disney logo, it is not permissibleto put the Disney logo on any printed materials without their permission.) 
**When to use thelogo**EOWS encourages eachOfficially Recognized site to use the logo on all materials relating tothe Weed and Seed program or in which Weed and Seed grant funds are beingused.  This includes pamphlets, flyers, letterhead, business cards,signs, banners, billboards and generally any pertinent printed material. 
Camera-ready and electroniccopies of the logo may be requested without charge by contacting the In-SitesEditor at EOWS (202) 514-0709.  **Using the Weedand Seed Name**If you are implementingor beginning implementation of the Weed and Seed strategy, the name shouldbe used in conjunction with you efforts.  The following uses of thename are permissible: -  Operation Weed and Seed 
-  Weed and Seed
-  Weed & Seed
-  Weed �n� Seed
 It is also permissibleto refer to the program as �Weed and Seed Midtown,� or �Midtown's Weedand Seed Program,� for example.
The name should beused in news releases and all printed materials, including signs and banners,especially when Weed and Seed grant money has contributed to the effort. 
**UTILIZING THE SKILLSOF WEED AND SEED RESIDENTS**As your promotionalcampaign begins, your community, local residents and businesses can bethe key that opens doors.  Many residents and local businesses haveskills and experience that can greatly aid your efforts to promote theWeed and Seed program.  Some sites have hosted contests at local schoolsfor best newsletter title, layout, and concept. 
To learn what skillsand experience might be available in your neighborhood, do a survey ofskills, experience, and interest at the safe haven, in the schools, orat community meetings. 
**GENERAL PUBLIC INFORMATIONINITIATIVES**Publication of Weedand Seed In-Sites began in August of 1993 as an eight-page newsletter witha national yet small circulation.  In 1997 it was expanded to a 16page document  with a circulation of over 2,800.  Today, thenewsletter is taking the shape of a magazine with 24 pages in total and more attention to design and content.  In-Sites now reaches over 3,500readers. 
Publication of Weedand Seed Best Practices, the newest of EOWS�s ventures, the publicationbeen circulated to over 3,500 subscribers.  Best Practices will bepublished quarterly, highlighting several successful Weed and Seed strategiesand programs. 
Technical support isalso provided by EOWS staff to any site asking for help in publishing itsown newsletter or promotional materials.  The Weed and Seed logo issupplied upon request in camera-ready or electronic format and sites haverequested help in securing graphic design for local brochures.  Largeand small Weed and Seed banners are also available to borrow from EOWSfor use at events. EOWS� Website is alsoa valuable source of information for Weed and Seed supporters.  Thesite, www.ojp.usdoj.gov/eows, provides information on conferences, grantsfrom other agencies that may contribute to Weed and Seed Sites, and valuableinformation pertaining to EOWS and grant application processes.  
**SUBMITTINGTO WEED AND SEED IN-SITES** **Publication Dates**Weed and Seed In-Sites,the national newsletter that covers activities in all Weed and Seed sites,is usually published bi-monthly by EOWS.  EOWS seeks information fromall sites, whether the site is in the start-up stage of implementing astrategy or is already Officially Recognized and receiving funding fromEOWS. 
**When and How toSubmit Information**Articles should besubmitted via email to In-Sitesand photos mailed to EOWS.  If you are lacking email capability, sendthe article on a disk along with photos (if available).   TheIn-Sites staff tries to accommodate all submissions of articles that coverevents occurring in the previous 4 months.  Once the article is submittedvia email, you will receive notification from the Editor.  After aninitial review, the Editor will contact you for any clarification (therole of the Editor is to help you best highlight your featured event, thereforethe more information provided/submitted, the better). 
**What to Submit**Your site should submitany or all of the following: -  Original articles twopage, double spaced (500 words) on a topic of interest to Weed and Seedreaders (special events, projects, initiatives).  Longer articlesare preferred.
-  Articles that were writtenby residents, including youth or seniors in your site
-  Upcoming conferences orevents for the �Mark Your Calendar� section.
-  An article on a personwho has been instrumental in your Weed and Seed site.
-  Clips on �winners� inyour site - residents who have received local, state or national awards.
-  News stories about thesite that appeared in local newspapers.
Articles created by site-representativesare given first consideration.  Newsclips and press releases are transferredinto articles only when Insites staff resources permit.
**Submitting Pictures**Always send good pictures,black and white or color,  with clear contrast and identifiable faces.Close ups of individuals are better than distance shots of groups. Alwaysidentify the 5 W�s (described on the next page) for pictures as well. Include titles with the names of people that are in the photo. If you cansend more than one photo it is appreciated. Please indicate if you wouldlike the photo returned to you. 
**Digital Photos:**we are unable to use digital photos at this time for the newsletter. How to Submit articlesto In-Sites:ExecutiveOffice for Weed and Seed   
Or mail Wordperfectdiskette to: Attn: In-SitesEditor 810 SeventhStreet, NW  Washington,DC 20531 Phone: (202)616-1152 FAX: (202) 616-1159 
You Don�t Have to Bea Writer...If you�d rather havea root canal than write an article, take heart!  Just adhere to journalism�s�Five W�s:� 
WhoWhatWhereWhenWhy 
By identifying the5 W�s you are half way through the process of writing an article. 
**DEVELOPING A WEEDAND SEED NEWSLETTER**Many Weed and Seedsites have discovered the usefulness of publishing their own Weed and Seednewsletter or sponsoring a regular page in a local newsletter.  Alocal newsletter offers many advantages to implementing a Weed and Seedstrategy, such as:-   providing visibilityto the program 
-  providing informationabout upcoming events 
-  recognizing the contributionsof the Weed and Seed partners 
-  publicizing successesof the strategy thus far 
-  publicizing importantphone numbers, such as community police officers 
-  creating a job or trainingsituation for those who publish the newsletter 
**There are three basicareas to consider as you begin:**
Production is the mostdifficult aspect of publishing.  This area includes collecting informationon a regular basis, writing the articles, formatting the document intoa readable product, and printing or photocopying the newsletter. 
Distribution methodsfor your newsletter depends upon the size of the community and the methodsnormally used for convening the neighborhood.  Newsletters may bedelivered door-to-door, handed out at neighborhood meetings (which maynot cover the very people you would like to draw in), or mailed. Mailing requires further preparation of the newsletter. 
Funding depends onthe method chosen for Production and Distribution.  These areas may,however, be donated by different Weed and Seed partners.  For example,a local high school journalism class or vocational school may be willingto donate the writing and formatting stages of the newsletter; a localprint shop may be willing to donate printing.  Weed and Seed communityresidents may be willing to deliver the newsletter door to door, or itmay be distributed through the schools. For more informationor assistance on marketing your Weed and Seed site, please call EOWS at202-514-0709.                                                                                                        |
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