MEDIA & PARTNER KIT
A Community Solution to a
Community Challenge
Community Challenge
Everything a partner organization, clinic, or reporter needs to talk about The ROCk accurately and in our own words. Approved messaging, the facts with their sources, the reels, carousels, email template and logo pack, six ready-to-post graphics in feed and story sizes, and drop-in copy for every channel you run.
HOW TO USE THIS KIT
1
Start with the messaging
The mission, vision, and values are ICS language and should not be reworded. The boilerplate paragraphs are written to be pasted straight into a release, grant narrative, or newsletter.
2
Use the sourced numbers
Every figure in this kit carries its source. Cite it the way it appears here, and check the fact sheet for the ones marked as pending confirmation before you publish.
3
Download the graphic
SVG keeps the text editable in Canva, Illustrator, or Figma. PNG is the file to upload straight to Facebook, Instagram, LinkedIn, or Nextdoor.
4
Copy the caption and alt text
Every graphic ships with a matching caption and a written alt-text line. Paste the alt text into the platform’s image description field — do not let the platform generate it.
Assets to download
Reels, carousels, the email template, and the logo pack
The facts, with sources
Cite these as written
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Approved messaging
ICS language — use it verbatim
OUR MISSION
Working with volunteers and community groups, we have provided safe shelter, life stabilizing services, and pathways to stability and permanent housing for individuals experiencing homelessness for over 15 years.
OUR VISION
To offer hope and a safe place for those who are homeless or vulnerable with the greatest need as they overcome adversity.
What we stand for
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How to write about people
Say “guests.” People who use The ROCk are guests, not clients, cases, or the homeless. Every person experiencing homelessness is someone’s neighbor.
Person first. “A person experiencing homelessness,” not “a homeless person.” Housing status is a circumstance, not an identity.
Never ask people to earn care. Avoid any framing that sorts guests into deserving and undeserving, or that makes services sound conditional.
The ROCk, styled exactly that way. Capital R, capital O, capital C, lowercase k. On first mention, spell out the full name: The ROCk (the Resource and Opportunity Center).
Say what it is, not what it is not. It is a purpose-built facility bringing shelter, a Day Center, and services under one roof. “More than a place to sleep” is the framing, not “just a shelter.”
Dignified Imagery Policy. No photographs or descriptions of identifiable guests without written consent, and no imagery of encampments.
The six graphics
1080×1080 feed post and 1080×1920 story, both included
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CAPTION — FACEBOOK / INSTAGRAM
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ALT TEXT
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Copy for every channel
Drop-in text, written to be pasted without editing
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SOURCES AND LINKS
Homeless count of over 500 individuals: Santa Fe Mayor's Homelessness Summit Resource Guide. The two-to-four-times range: analysis by the New Mexico Department of Health.
Emergency shelter bed counts: City of Santa Fe.
Homelessness and poverty ranked first among issues Santa Fe voters want their elected officials to solve: recent poll of Santa Fe voters — pollster and date to be confirmed.
Volunteer figure, mission, vision, values, and operating plans: Interfaith Community Services, {{ siteUrl }}.
The ROCk is a pre-opening project. Operating details described here are plans and are subject to change. Verify every figure against the current source before reuse.