Page 18 - 2024-2029 UP Strategic Plan draft

Goal #1: Hone Urban Pathways’ Brand & Message
Hone Urban Pathways’ brand and message to communicate its platforms,
priorities and policies in ways that are clear, coherent, consistent, continuing,

and compelling to multiple stakeholder groups.

Goal #2: Disrupt Discriminatory Practices
Affiliate with prestigious partners to improve brand recognition, reputation, and

skills.

Goal # 3: Influence Public Policy
Inform and influence public policy and government officials in order to benefit
people in need of housing and services, and to benefit human services workers'

pay and working conditions.

Examples of Desired Outcomes

❖ Clear and consistent messaging. □ Number of invitations for speakers,
❖ Attract and retain top talent. presentations at conferences and
❖ Visibility across the community for events.
our work and contributions. □ Number of articles, blogs and other
❖ UP has support from within the publicity (e.g., public interest stories
communities we serve (non- and other earned media).
industry partners such as schools, □ Number of publications and citations.
churches, and other local □ Number of social media following.
stakeholders). □ Number of key leadership roles in
❖ Influence others about the facts, organizations that influence public
policies, and issues that affect the policy.
people we serve and our services. □ Number of consultations by leaders
❖ UP is a visible and respected on human services issues.
advocate for DEI and anti-racism. □ Number of presentations at
❖ Maintain solid relations with media conferences and other forums.
and social media publicity. □ Percentage (%) of consumers/tenants
❖ Maintain a positive brand and staff who provide positive
awareness/name recognition, feedback.
reputation and credibility among
policy makers, potential funders,
partners, clients, employees, etc....

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