How To Make It in The Mitten Portfolio

Campaign by PRistine PR
RunningHead:HOWTOMAKEITINTHEMITTEN
TableofContents
Introduction
Page2
SWOTAnalysis
Page3
SituationAnalysis
Page7
GoalofCampaign
Page8
AudienceAnalysis
Page8
MessagingStrategies
Page8
SegmentationofMarket
Page9
TargetMarket
Page10
Positioning
Page10
Ad/PRPlan
Page10
(BigIdea,Objective,&Strategies)
CommunicationsPlan
Page11
(Tactics)
Calendar/TimeTable
Page23
Budget
Page24
Evaluation
Page25
References
Page26

HOWTOMAKEITINTHEMITTEN
AppendixA
Page27
AppendixB
Page28
AppendixC
Page29
AppendixD
Page30
AppendixE
Page31
AppendixF
Page32
(AdditionalContacts&
resources)

Introduction
PRistinePRhasbannedtogetherinordertocreateasuccessfulpublicrelationsand
communicationscampaignforthenonprofitorganization,JDRFMichiganGreatLakesWest
Chapter.InordertodeterminetheproblemJDRFiscurrentlyfacing,PRistinePRhasconducted
bothprimaryandsecondaryresearch.Inthatresearch,implicationshavebeenfoundintargeting
theproblemandfindinganeffectivesolutionthatwillhelpJDRFgrowanddevelopasthe
leadingnonprofitorganizationsolelyfundingtype1diabetes(T1D).Alongwiththeprimaryand
secondaryresearch,PRistinePRhaspinpointedtheSWOT(Strengths,Weaknesses,
Opportunities,andThreats)analysis,thecurrentsituationinwhichJDRFisin,andhasanalyzed
theorganizationstargetaudiences.
Fromtheseresources,acampaignhasbeendevisedinordertopromoteJDRFinthemost
efficientpossiblemannerbypositioningthemwellinthepubliceye.Thecampaignisdrivenby
theideaofgrowthwiththebigideaofJDRFbeingthecommunitys#1linktoinformation,
resources,andbreakthroughsinT1Dresearch.Forboththepublicrelationsandcommunications
campaigns,acalendar,budget,andevaluationhavebeenmadeinordertokeepeventsintact,
makesureJDRFisstayingwithinbudget,andtofigureoutthemethodsinwhichgrowthcanbe
calculatedthroughoutthedurationofthecampaign.Thiscampaigniscomposedofcarefully
thoughtoutstrategies,alongwithnumerousanalyzedtacticsthatwillprovetobethebestchoice
fortheJDRFMichiganGreatLakesWestchapterandthedirectioninwhichtheorganization
needstobemovingin.

SWOT:CommunicationsPlan
Strengths
TheleadingglobalorganizationfundingT1Dresearch
NationalofficehasaccesstostrongAd/PRtalent.
Walkandrideeventsareindustrysbestpractices
Strongandloyalvolunteerbase
Weaknesses
WeakrelationshipwithMichiganGreatLakesWestregionalmedia
LackoflocalityofJDRFbranding
Smallstaffofonlyfourpeople
LackingAd/PRskillsatalocallevel
JDRFMichiganGreatLakesWesthasaverylargeregiontocover,spreadingacrossWestern,
Northern,andSouthwesternMichigan,plustheentireUpperPeninsula.
LimitedbudgetforPRandAdvertising
JDRFdonorsandvolunteershaveflattened
Opportunities
T1Disanichemarketonly4%ofthepopulationisaffected.
Newtrendofsmartphones,computersandsocialmedia
Improvingeconomy
Philanthropiccommunity
GrowinggenerationofMillennialsintheworkforce
Threats

LackofpublicunderstandingandknowledgeofT1D
Theunemploymentrateisdownto5%Morepeopleworkinggiveslesstimetovolunteer
Lackofunderstandingthedifferencebetweentype1diabetesandtype2diabetes
Presidentialelectionin2016willmonopolizemedia
TheAmericanDiabetesAssociationisthemainDiabetesrelatedcompetition,butall
healthfocusednonprofitsarealsocompetition.
SWOTImplicationsandAnalysis
Strengthsvs.OpportunitiesLeverage
JDRFistheleadingorganizationtocommunicatewiththetype1diabetescommunity.The
MichiganGreatLakesWestchapterislocatedinoneoftheleadingphilanthropiccommunities
whichcreatesanopportunityfortheindustrysbestpractices,theOneWalkandRidetoCure,to
thriveunderastrongloyalvolunteerbase.WithaccesstostrongAd/PRtalentatanationallevel,
theMichiganGreatLakesWestchaptercanusetheresources,location,andindustrypracticesto
gainawarenessandpositionthemselvestothepublic.
Millennialsarethegrowinggenerationintheworkforce.OrganizationslikeJDRFhavean
opportunitytocapitalizeontheattitudesofthisgeneration.Millennialswanttochangetheworld
andtheywanttomakeadifference.JDRFsprimarymessageistocreateaworldwithoutT1D,
whichwillattractthisnewgenerationofpeopletotheorganization.
Thetrendofsmartphones,computersandsocialmediahaschangedthewayorganizations
engagetheirpublics.Utilizingsocialmediaplatformswillcreateanonlinecommunityand
anotherplacetofindandengagewiththebrandofJDRF.

Withanimprovingeconomy,andthechapterslocationinatopphilanthropiccommunity,
thisgivesthechaptertheopportunitytoengagewiththeirtargetaudiences.Peoplelookto
supportcausesthattheyidentifywith,whetheritisthroughvolunteeringordonation.JDRFhas
theaccesstostrongAdandPRtalenttohelpthemrepositionthemselvesinthemarket.
Weaknessvs.OpportunitiesConstraints
Type1diabetesisanichemarketandtheMichiganGreatLakesWestchaptersupportsthe
communitysurroundingWestern,Northern,SouthwesternMichiganandtheentireUpper
Peninsula.Withasmallstaffandlackofanadvertisingandpublicrelationsbudget,
communicatingthebrandacrossthislargeregionisdifficult.
WiththelackoflocalityoftheJDRFbrandtotheMichiganGreatLakesWestregion,donors
andvolunteershaveflattened.Thechapterislocatedinoneofthetopphilanthropiccommunities
intheUnitedStates,andbeinginanimprovingeconomypresentsanopportunitytoincreasethe
numberofdonorsandvolunteers.
AgrowinggenerationofMillennialsmeansagrowingchangeofhoworganizations
communicatewiththepublic.Millennialsusetechnologyandmediatoengagewitheachother,
theirfavoritebrands,andtokeepuponwhatishappeningaroundtheworld.Withaweak
relationshipwiththemediaandalackofsocialmediapresence,theMichiganGreatLakesWest
chapterisnotnoticedbythisnewgeneration.
Threatsvs.StrengthsWhereJDRFisvulnerable
EventhoughJDRFistheleadingtype1diabetesorganization,thereisalackofpublic
understandingoutsidepeoplealreadyaffiliatedwithJDRF.Withthelackofrecognitionbythe
public,Ad/PReffortsarebeinglookedoverbytheaudiences.

Type2diabetesismoreunderstoodbythepublic,whichcreatesconfusionbetweenthetwo
andwhatorganizations,liketheADA,helpwhichdisease.ButwithaccesstostrongAdandPR
talent,theMichiganGreatLakesWestchaptercansetthemselvesapartfromtype2diabetes.
Thereisastrongandloyalvolunteerbase,butwiththeunemploymentratedown,peoplewill
nothaveasmuchtimetovolunteer.
Weaknessesvs.ThreatsProblemsonradar
Withtheupcomingpresidentialelectionthemediawillbemonopolized,creatingachallenge
forthechaptertodeveloparelationshipwiththeregion'smedia.
ThepublicdoesnothaveasolidunderstandingofwhatJDRFisonalocallevel.Witha
lackinginternalAdandPRtalentandasmallbudgettohireoutside,thelocalityoftheMichigan
GreatLakesWestchapterwillcontinuetostruggle.
Intherecentyears,theMichiganGreatLakesWestchapterdonorsandvolunteerbasehave
flattened.Withthelackoflocalknowledgeofthechapter,donorsandvolunteerscansupport
theircompetitorsliketheADAandotherhealthnonprofitorganizations.

SituationAnalysis
TheJDRFMichiganGreatLakesWestchapterhashitastandstill.Asalocalchapterof
theinternationaltype1diabetes(T1D)researchfoundation,JDRF,theMichiganGreatLakes
Westchapterispresentedwithmanyopportunitiesandresources.ThechapterhashiredPRistine
PRtoassistwiththechallengesitiscurrentlyfacing.BeforePRistinePRcanmoveforward,the
agencyneedstoclearlydefinethesituationathandandhowtobestaddressit.
AfterspeakingwiththeexecutivedirectoroftheMichiganGreatLakesWestchapter,
concernsofthelocalchapterhavebeenpresented.Duetoalackofgrowthinrecentyears,the
chapterisconcernedwiththebrandsrelativityinthecommunity.Theirdonors,volunteersand
brandawarenesshavenotgrownoutsideofthepeoplewhohavebeeninvolvedforanumberof
years.Thismakesithardtoengagewithanewsetofpeopleandgrowasachapter.
Throughsecondaryandprimaryresearch,PRistinePRgatheredkeyfindings.Themain
keyfindingsfromsecondaryresearchwere:thefirstyearafterdiagnosisisthehardest,and
newlydiagnosedfamiliesarelookingforinformationonlineandanengagingsocialmedia
presenceiskey.Primaryresearchyieldedquantitativeandqualitativeresultsthroughsurveysand
interviews.Themainquantitativeresearchfindingswere:alackofunderstandingofwhatJDRF
isandtheirmission,peoplearewillingtodonatetimeandmoneyintoanorganizationthey
believein,andFacebookisthemostusedsocialmediawithinthetargetaudience.
ASWOTanalysiswasdonetoevaluateinternalandexternalinfluencesonapotential
campaign.PRistinePRwasabletocrossanalyzewheretheleverage,problems,constraintsand
vulnerabilitiesoccurwithintheorganizationandtheenvironment.TheMichiganGreatLakes
Westchapterislocatedinoneoftheleadingphilanthropiccommunitieswhichcreatesan

opportunityfortheindustrysbestpractices,theOneWalkandRidetoCure,tothriveundera
strongloyalvolunteerbase.WithaccesstostrongAdPRtalentatanationallevel,theMichigan
GreatLakesWestchaptercanusetheresources,location,andindustrypracticestogain
awarenessandpositionthemselvestothepublicastheir#1linktoresourcesandinformation.
GoalofCampaign
ThegoalofthiscampaignistopromotegrowthandbrandawarenessfortheJDRF
MichiganGreatLakesWestchapter.Inordertodothis,JDRFneedstoremainconsistentintheir
messaginganddemonstratetotheT1Dcommunitythattheyare,andalwayswillbe,your#1
link.BybeingtheleadingorganizationsolelyfundingT1Dresearch,JDRFisthecommunitys
#1supportsystem,linktoresources,information,andbreakthroughsinresearch.
AudienceDefinitionandAnalysis
Thetargetaudienceofacampaignisveryimportant.Targetingthecorrectaudiencewill
createsuccessfortheMichiganGreatLakesWestChapter.Thetargetaudiencewillbedefined
bydemographics,psychographics,andgeographics.Therewillalsobeafirstpersonnarrativeto
givebetterinsightintotheHowtoMakeitintheMittencampaign.Thekeypublicispeople
livingwithtype1diabetesintheKentCountyArea.
MessagingStrategies
JDRFsNationalbrandstandardshavebeencommunicatedtoPRistinePR.Theprimary
messagescommunicatedinclude:aworldwithouttype1diabetes,acceleratinglifechanging
breakthroughstocure,preventandtreatT1Danditscomplications,turningtype1intotypenone
andnodaysoff.AnoverallcohesivesecondarymessageofJDRFiswerehereforyou.Asthe

leadingT1Dresearchfoundation,JDRFworkshardtoincreasethequalityoflifeandgive
supporttopeoplewithintheT1Dcommunity.
SegmentationofMarket
Demographics
Thedemographicsofthiscampaignwillincludepeoplelivingwithtype1diabeteswith
theagerangeof2144yearsold.Ourresearchprovidedevidencesupportingourtargetaudience.
InKentCounty,NonHispanicWhites,ages2144yearoldswerethelargestpopulationwith
Diabetes.Also,theaudiencecouldhaveafamilymember,cousin,niece,nephew,etc.,diagnosed
withT1D.
Psychographics
Thepsychographicsforthecampaignareveryspecificandimportant.Type1diabetes
(T1D)isadiseasethataffectsalltypesofpeople.Forthiscampaign,theaudiencewillbe
lookingtogetinvolvedintheT1Dcommunity,eitherthroughvolunteeringordonations.They
couldbelookingforasupportsystemortryingtofindwheretheybelongintheT1Dcommunity.
Thereisalsothechancetheycouldhaveanewfamilyandoneoftheirchildrenhasbeen
diagnosedwithT1D,sotheywillbelookingforresourcesonwheretogofromthere.
Geographics
OurtargetaudiencewillfittheneedsoftheJDRFMichiganGreatLakesWestchapter.
Therefore,theaudiencewillresideinKentCounty,Michigan.
FirstPersonNarrative
Hi!MynameisMorganHillandIam22yearsold.IrecentlyjustgraduatedfromGrand
ValleyandIliveintheKentCountyareaofdowntownGrandRapids.IwasdiagnosedwithT1D

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whenIwas16andneverreallymetanyoneelselivingwithT1DwhileIwasinschool.Ihavea
busyworkschedulebutIamlookingtomeetnewpeopleintheareathatarealsolivingwith
T1DwhoIcanconnectwith.
TargetMarket
Newandexistingfamiliesconnectedtotype1diabetesinKentCountybetweentheage
rangeof2144yearsold.Oursecondaryresearchedprovedthatthisagerangewasthehighest
populationinKentCountylivingwithdiabetes.
Positioning
JDRFisthenumberoneleadingglobalorganizationfundingT1Dresearch.Thenonprofit
organizationprovidessupport,education,andresourceswhileconnectingfamilieswithT1D,
andneedstobeseenasthecommunitysnumberoneresource.Theorganizationspositioning
withintheeyesoftheT1Dcommunityshouldencourageconnectionsbetweenschools,hospitals,
medicalcenters,andfamiliesinefforttofindthecure.
AdvertisingandPublicRelationsPlan
BigIdea
JDRFisyour#1link.BylinkingJDRFNationaltotheMichiganGreatLakesWest
chapter,MichiganGreatLakesWestwilllinktoKentCounty.
Objective
IncreasebrandawarenessofJDRFMichiganGreatLakesWestby25%withinKent
County,withagesrangingfrom2144byDecember2016.

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CommunicationsPlan
Strategy1:ConnectwithKentCountyusingtheOneLinkataTimeeventtoreveal
JDRFsinitiativestoturntypeoneintotypenone.
Tactic1:T1Dfactsandstoriesonthebluepaperlinks
FortheOneLinkataTimeevent,365bluechainswillbemadeinordertosymbolize
theideathattherearenodaysoffwhenyouhaveT1D.Eachchainwillhaveeitherafactabout
T1D,orwillhaveshortpersonalstoriesthatpeoplecansharewithJDRFonsocialmediaabout
howT1DhasaffectedtheirlivesandthewaysinwhichJDRFhashelpedthem.Theselinkswill
bedisplayedintheRosaParksCircleindowntownGrandRapidsandpeoplewhowalkbywill
beencouragedtoreadthemtolearninformationinamoreinteractiveway.Anotherbenefitof
havingtheeventatRosaParksCircleisthatisrightoutsideWoodTVsstudio.Thiseventhas
anoverwhelmingsenseofsymbolism,beingthatthetacticitselfisabluecircle.Italso
symbolizesthelinksbetweenJDRFandthecommunity,aswelltheireffortstoturntypeoneto
typenonewithJDRFbeingthecommunitys#1toresourcesandinformation.Thiseventcanbe
replicatedineachofthecitiesinKentCounty,especiallyifitgetsthemediasattention.
Tactic2:JDRFinformationdesksateventtogathercontactinformation
EachtimeJDRFhoststhisevent,theywillsetupinformationdeskstogathercontact
informationfromnewpeoplewhoareinterestedinlearningmoreabouttheorganization.JDRF
willsendoutinternsorrepresentativesinordertomanthesedesksandengagewithpeopleinthe
communitytospeakwithandspreadmoreinformationaboutJDRFandtheirmissiontofinda
cure.TheseboothswillalsohaveinformationandSWAGprovidedbyJDRFsNationaloffice.

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Tactic3:Hey______!graphicsonFacebook
JDRFwillbepostingfunandpersonalizedmessagestomedicalsupplycompaniesthey
wouldliketoreachouttoforfuturedonations,eventpromotion,andsponsorships.These
messageswillappearaspersonalblurbstokeepincontactwithJDRFsoutsideresourcesin
ordertoincreasepostengagementandconnectionwithinthemedicalcommunity.Anexample
wouldbeHeySolara!Comehelpusturntype1totypenone:OneLinkataTime.Sharethis
withyourfriends.Thepostswillincludedate,time,andlocationwhereeventswillbeheldand
otherwaysinwhichthesecompaniescangetinvolvedandpotentiallysponsor.
Tactic4:SnapchatFilter
AmockupSnapchatfilterhasbeencreatedin
orderforJDRFtouse.Thefilterwillincludethechain
linksthatwillbeusedfortheOneLinkataTimeevent
andwillencouragethecommunityinthegeographicarea
toutilizethefilterforeventpromotionandawareness.
ThisfilterwillbeusedduringthemonthofNovemberin
ordertopromoteDiabetesAwarenessMonthandwill

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eludetothechainlinkevent.WhiletheparticipantsareatRosaParksCirclefortheevent,they
willbeabletotakefunandengagingphotoswiththeSnapchatfilter.Aninternwillbeableto
uploadthisfiletoSnapchatswebsite,andfollowthesimpleguidelineslistedonthesitetoset
thegeographicalperimeter.
Tactic4:OneLinkataTimeInvite
AninvitewillbesentouttoJDRFscurrentT1D
communityusingFacebookandemail.Theinvitewillgive
detailsabouttheOneLinkataTimeeventandwill
encouragepeopletoshareandrepostthisinformationtospread
thewordandinformtheirfriendstocomeaswell.Thisinvite
alsoreinforcestheideathatJDRFisyour#1link,andthe
organizationsefforttoconnectandengagewiththelocal
community.
Tactic6:Timelapsevideoofthedurationoftheevent
Atimelapsevideowillberecordedthroughouttheentireeventtoshowhowmuchtime
andeffortJDRFputstowardspreadingawarenessandpromotingtheirorganizationasavaluable
causetohelptheT1Dcommunity.Thevideowillshowtheconstructionofallofthepaperlinks,
thepeoplewhostopbytoreadthechainstolearnmoreinformation,andthosewhoengageand
participateintheevent.Afterthedayevent,thevideowillbeuploadedandpostedontoallof
JDRFsMichiganGreatLakesWestsocialmediapages,aswellassenttotheirnational
headquarters.Thehopeisthatthevideowillbespreadandshared,initiatingotherlocalchapters
topromotethiseventintheirarea.

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Tactic7:OneLinkataTimeEventBanner
Alargebannerhasbeendesignedtoattractpeoplepassingbytheeventdowntown.The
bannerwillhangovertheJDRFinformationdeskthatissetupbythelinkinstallationinRosa
ParksCircle.Walkingby,peoplewillbecuriousastowhatistakingplaceandwhythereisa
giantpaperchaininstalled.TheywillseeJDRFsnameandhopefullybecomemorefamiliar
withthebrandoncetheyengageandlearnmoreinformation.
Strategy2:Developrelationshipswiththemediatoeffectivelycommunicateongoing
primarymessagestothepublic.
Tactic1:MediaKit
Abackgrounder,FAQsheet,staffbios,traditionalpressreleases,mediacontactlist,
featurestory,andopedhavebeencreatedtopromotemediarelationsforJDRF.SeeappendixA.
Backgrounder:TheBackgrounderwaswrittentogivethemediaaquickunderstandingof
whatJDRFisaboutandwhattheirmissionis.
FAQSheet:TheFAQSheetwaswrittentoquicklyansweranyquestionsthemediamay
haveabouttype1diabetesandhowtogetinvolvedwithJDRF.

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StaffBios:Astaffbiogivesthejournalistaquickreferencetowhotheyarewritingabout
atJDRFMichiganGreatLakesWestChapter,sotheydonothavetowastetimelookingit
up.
TraditionalPressReleases:Atraditionalpressreleasewascreatedtoinformthemedia
aboutJDRFsOnewalk.Anotherpressreleasewascreatedtoannounceresearch
breakthroughsinordertoshowpeoplewheretheirdonationsgoandkeepthemupdated.A
thirdpressreleasewaswrittenontheOneLinkataTimeevent.
MediaContactList:AmediacontactlistwasmadeforJDRFtofulfilltheirmedianeeds.
Thedetailswillprimarilyconsistofhealthcare,lifestyle,fitness,diet/nutrition,and
communityengagementreportersontelevision,onlinenews,andtraditionalnews.The
newsassignmentdirectorswilldeliverthepitchestherightreporters.Thiswillcreatea
relationshipbetweenJDRFandthemediaandtheirpublicsbecauseitwillbepitched,
written,anddistributedtothecorrectaudience.
Featurestory:ThefeaturestorywillgiveamorepersonableoutlookonJDRFandthe
peopleithelps.ThestorycreatedforJDRFwillfeatureagirlandherfamilyandhowthey
havebeenaffectedbyJDRFresearcheffortsinapositiveway.Thiswillshowcasethe
breakthroughontheartificialpancreasandhowitchangedthelittlegirlslife.Afeature
storycanbeusedforotherpersonalstoriesaboutJDRF.
Oped(OpinionEditorial):AnopedwrittenbyPRistinePRwillprovideanexampleof
howaJDRFvolunteerwasinfluencedandhowshewouldliketoencouragevolunteering
tothepublic.

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Tactic2:Researchbreakthroughprocedureforthemedia
Aresearchbreakthroughprocedurehasbeendevelopedinordertodemonstratethemost
effectivewaystoreachouttothemediaforpublicityonbreakthroughsinT1Dresearchfora
cure.ThisstepbystepprotocolshowsJDRFtheexactwaysinwhichtoexecutesuchvaluable
informationtotheiraudiencesintheT1Dcommunityeffectively.Sincetherehasbeena
disconnectwiththemediainthepast,JDRFcanutilizethisprocedureeverytimethereisa
medicalbreakthrough,orifthereisimportantinformationthatneedstobeconveyedtothe
publicforeventsandresources.TheprocedurewillallowJDRFtoestablishthenecessary
relationshipswiththemedia,andallowsforimprovementsaftereachtrial.SeeappendixB.
Tactic3:LetsLinkUpGiftBags
SimilartotheBagsofHopeprogram,
JDRFwillbesendingoutLetsLinkUpgift
bagstoinvitethemedia,medicalsupply
companies,schools,andhospitalstojointhemin
thesearchforthecure.Thegiftbagswillinclude
contactlists,apersonalizedcardwithmore
information,andafuntreatsuchascookies.The
cardsinthebagswillreinforcetheideathatacure
canbefoundonelinkatatimethrough
connectionsandcommunityengagement,andalso
themessagethatJDRFisyour#1linktoresourcesandhelp.

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Strategy3:UtilizesocialmediatoestablishrelationshipsbetweenJDRFandtheonline
community.
Tactic1:Socialmediaintern
ItisimperativethatJDRFhiresasocialmediaintern.Withtherebeingasmallstaff,it
willbeextremelybeneficialtohireaninternthatspecializesinthefieldandhasajobdedicated
solelytomakingtheonlinepresenceasbestasitcanbe.Theinternneedstobeefficientwithall
socialmediaplatformsandshouldhaveanunderstandingofwhatismeanstohaveasocial
mediapresence.ThisinterncanfocusonboostingpostsonJDRFsFacebook,Instagram,and
Twitterpages,andwillengagewithothercompaniesandpeoplewhoposttothesites.This
personwillalsobeinchargeofspreadingthewordonlineaboutupcomingeventsandwillrelay
valuableinformationtotheT1Dcommunity.JDRFcaneasilypostthepositioninformationto
LakerJobsinordertofindapossibleinterninthearea.
Tactic2:12monthcontentcalendar
Puttingtogethera12monthevent/contentcalendarwillbevitaltospreadingawareness
andparticipationatevents.Withthiscalendarasaresource,theT1Dcommunity,sponsors,and
themediawillknowexactlywhateventsarecomingup,aswellaswhenandwheretheywillbe.
Thecalendarwillbeconstantlyupdatedthroughouttheyearbythesocialmediainternandwill
beyetanotherresourcefortheT1Dcommunitytorefertoformoreinformation.Thiswillalso
allowforstructuredpostingandutilizestheJDRFhashtagsandideasthatotherchaptersare
using.SeeappendixC.

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Tactic3:Shareusyourstoriesposts
Inordertoengagefurtherwiththeonlinecommunity,JDRFwillbeginShareusyour
storiesposts.ThesepostsonFacebook,Twitter,andInstagramwillinspirethoselivingwith
T1Dtopostandsharetheirownpersonalstories.Thesestoriescanincludethewaysinwhich
theycope,howtheyfoundoutabouttheirdisease,thewaysinwhichtheyhelpadvocateJDRF,
orevendailycookingrecipesorlifestyletipstosharetootherswiththesamecondition.The
postswillincludethehashtags#NoDaysOff,inordertoconveythatpeoplelivewithT1D365
daysoftheyear,and
#Type1toTypeNonetokeepin
alignmentwithJDRFsnational
messaging.
Tactic4:WelcomeEmail
SinceJDRFhastheopportunitytogain
referralsthroughtheirBagsofHope,itis
importanttocreateaconnectionwiththese
potentialmembers.Apersonalemailwillbe
individuallysenttoeachnewreferraltoshow
thatJDRFisandalwayswillbetheir#1link.The
emailswillbeaneasywaytolinkthenewly
diagnosedT1DcommunitytoallofJDRFs
onlineresourcesandwillpointthemintheright

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directionforalloftheirevents,outreachgroups,andmoreinformation.Thereferralswillinclude
messagessuchasHello,_____!WelcometoJDRF!Wearehereforyou.Letslinkupandturn
type1totypenone.LikeourFBpageformoreinformationorvisitouronlinewebsite.
Strategy4:PromoteeventstofurtherconnectrelationshipswiththeT1Dcommunity.
Tactic1:Monthlysocialmediapostsforcoffeemeetings
JDRFisencouragedtopostmonthlytosendtheirclientsremindersfortheircoffee
meetings.Thepostswillincludewhenandwherethecoffeemeetingswillbeheld,andwillserve
asalastminuteinvitationtotheeventifanyoneelsewouldliketojoin.

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Tactic2:TeamJDRFflyer
SinceJDRFalreadyhasawealthofeventsandavailablesignupsthroughtheirnational
website,morepromotionforthoseeventswillbeneededtogrowparticipationandbrand
awareness.Inordertodothis,JDRFwillbepostingmoreontheirchaptersFacebookpageto
promotetheTeamJDRFeventsandfundraisers.Foreventsthathavenotbeencreatedyet,the
T1Dcommunitywillalsobeencouragetostarttheirown.Theflyerwillhaveamessagelike,
Turnyourfavoritehobby,sport,oractivityintoafundraiser.JoinTEAMJDRForstartyour
own!Visit_______________tolearnmore.Moreimportantly,therewillalsobeflyers
displayedoutinpublicatgyms,schools,anduniversitiestoensurethatpeopleknowtheycan
joinTeamJDRF.Therearethetypesoflocationsthistargetaudiencewouldmostlikelybe.See
appendixD.
Strategy5:Establishrelationshipswithschools,hospitals,andhealthproviderstoconnect
themtoJDRFandtheirresearch.
Tactic1:CommunityRelationsIntern
LikehiringasocialmediainternwhoworksspecificallywithJDRFssocialmedia
presence,anotherinternisadvisedtobehiredtodistributeJDRFmaterials.Thisinternwould
workdirectlywithcommunicatingbetweenJDRFMichiganGreatLakesWestandJDRF
Nationalandwouldbeabletogetprintmaterials,information,andotherresourcesfromthe
nationalchapter.Thisinterncanbeutilizedinanumberofways,andcanalsobesentoutasa
representativeduringeventstoshareinformationwithpeoplewhoapproachthedesks.This

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personwillalsobeinchargeofdistributingJDRFsprintmaterialstoschools,hospitals,and
healthcentersintheareaandneighboringareaswithinKentCounty.
Tactic2:JDRFspeakersatschools,hospitals,andhealthcenters
Inordertotoestablishstrongerrelationshipswithschools,hospitals,andhealth
providers,JDRFstaffmembersandadvocateswillspeakateachlocation.Potentialspeakers
couldalsoincludecelebritieswhoadvocateforJDRF,professors,andnationalJDRF
representatives.Thecommunityrelationsinternwillbesettingupappointmentsandproviding
thesespeakerssoJDRFcanspreadinformationanddevelopamorepersonalandfacetoface
connectiondirectlytoschools,hospitals,andhealthcentersintheirlocalarea.

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Tactic3:OneLinkatatimeInvitesforschools
JustliketheOneLinkataTimeevent,JDRFwillinviteschoolstodothesameand
holdsuchevents.Theschoolscanadapttheideainwhateverwaytheyseefit,butkeeptheidea
thatJDRFistheir#1linktotype1diabeteshelpandresources.Thisisagreattactictocreate
engagementinschoolsinafunwaythatallofthestudentscanactivelyparticipateandlearn
moreinformationonthisdiseaseandJDRFsmissiontofindacure.Theideaistoengagewith
thetargetaudiencebytheirchildrenactivelylearningaboutT1Datschool.

Calendar/TimeTable
(SeeAppendixE)
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Budget

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Evaluation
Establishingandfollowingmeasurableobjectivesisthemostproductivewaytoevaluate
acampaign.Measurementsallowtheclienttoknowwhathasworkedandwhathasnotworked
throughoutthecourseofthecampaign,andwhetherornotithasbeensuccessfulor
unsuccessful.Inaddition,athoroughassessmentoftheobjectivesallowstheclienttomonitor
areasinneedofcontinuousimprovementoradjustments.
Objective1:IncreasebrandawarenessofJDRFMichiganGreatLakesWestby25%within
KentCounty,withagesrangingfrom2144byDecember2016.
Themosteffectivewaytoevaluatewhetherornottheobjectivehasbeenachievedisto
sendoutafinalsurvey.Thissurveywillasksimilarquestionstotheoriginalsurveyinprimary
research.ThepercentageofparticipantsknowledgeofJDRFwillbecomparedinordertoseeif
thereisa25%increaseofbrandawareness.
SocialmediaandJDRFswebsitetrafficwillbecriticalinmeasuringthisobjective.
PristinePRwillmonitorandcountthenumberofhitsorvisitstothewebsiteandsocialmedia
sites.Forexample,Facebookfriends/likes/shareswillbecounted,aswellasInstagramfollowers.
PristinePRwillnotethenumberofsharesandsocialengagementviapeopletweeting/retweeting
andsharingJDRFdata.
ThereareseveraltoolsthatcanbeusedtotrackJDRFfollowers.PristinePRwilluse
GoogleAlert.GoogleAlertwillsendanotificationtoJDRFeverytimeGoogleindexesapage
searchthathasinformationaboutJDRFintheGreatLakesWestMichiganChapter.PristinePR
willalsouseGoogleAnalytics,andthiswilldemonstrateJDRFsearchtrends,aswellasdevelop
effectivekeywordsforfindingJDRFandtype1diabetes.

26
References
BusinessCards.(n.d.).RetrievedDecember4,2015,from
http://www.vistaprint.com/gallery/IMkCAAABAAAAAAA=/standardbusine
sscards.aspx
BulkMediumBlueKraftPaperGiftBags,2ct.PacksatDollarTree.com.(n.d.).Retrieved
December4,2015,from
https://www.dollartree.com/partysupplies/giftwrapbagsaccessories/MediumBlueKraf
tPaperGiftBags2ctPacks/574c590c590p296274/index.pro
ColorFlyers.(n.d.).RetrievedDecember4,2015,from
http://www.vistaprint.com/search/colorflyerspromotionalflyersbusinessflyersvistapri
nt.aspx
CreatologyConstructionPaper,12"x18"(n.d.).RetrievedDecember4,2015,from
http://www.michaels.com/creatologyconstructionpaper12inx18in/M10625707.html?dw
var_M10625707_color=Assorted
CustomBanners.(n.d.).RetrievedDecember4,2015,from
http://www.staples.com/sbd/content/copyandprint/banners.html

27
AppendixA
MediaKit
(Seefollowing16pages)
JDRF Michigan Great Lakes West Backgrounder

On a national level, JDRF has one goal: to create a world without Type 1
Diabetes. On a local level, the Michigan Great Lakes West has a mission to improve
the lives of people and families within the region.
JDRF was founded in the Philadelphia area. Lee Ducat led the founding with a
group of local parents of children with Type 1 Diabetes, with a mission to raise
money for diabetes research. The first chapter was formed and was then known as
the Juvenile Diabetes Foundation. A second chapter was founded shortly thereafter
in Miami, Florida, followed by chapters in northern New Jersey and Washington, D.C.
The executive office is now in New York, New York and has chapters and branches
throughout the United States and six international affiliates.
The Michigan Great Lakes West chapter serves as a hub for JDRF information
and events in the local area. The chapter serves counties extending from Southwest
Michigan all the way to the Upper Peninsula. For more information on JDRF, please
visit http://jdrf.org/about/
Michigan Great Lakes West Chapter

Staff Bios
Stephanie Farmer
Development Manager, Kalamazoo & East Lansing Walk
248-936-1292
sfarmer@jdrf.org
Kim Monks
Sr. Development Manager, Gala/Ride
616-957-1838 ext. 1239
kmonks@jdrf.org
Elizabeth Pike
Office Manager
616-957-1838
epike@jdrf.org
Sam Tidwell
Executive Director
616-957-1838 ext. 1238
stidwell@jdrf.org
What is JDRF?
JDRF is the leading global organization funding type 1 diabetes (T1D)
research. JDRFs goal is to progressively remove the impact of T1D from peoples
lives until it achieves a world without T1D. JDRF collaborates with a wide range of
partners and is the only organization with the scientific resources, regulatory
influence, and a working plan to better treat, prevent, and eventually cure T1D.
FAQs
What is Type 1 Diabetes?
Type 1 Diabetes (T1D) is an autoimmune disease in which a persons pancreas
stops producing insulin, a hormone that enables people to get energy from
food. It happens when your bodys immune system attacks and destroys
insulin-producing cells in your pancreas, called beta cells.
Who does T1D affect?
T1D affects both children and adults. Now, around 85% of people living with
the disease are adults.
Is there a cure for T1D?
There is not a cure for T1D, but JDRF is driving research to improve the lives of
the T1D community and eventually have a world without the disease.
What is the funding for research going
toward?
JDRF has contributed over $1.9 billion
dollars to T1D research. In 2014, there was
$98 million dollars for research funding.
How can I get involved?

There are many opportunities to get
involved with JDRF. You can volunteer at
any of our events. You can also make a monetary donation to help fund
research. To learn more about getting involved, please visit http://jdrf.org.
Media Contact List

Daily Newspaper:
Grand Rapids Press
Sue Thoms
Health Reporter
169 Monroe Ave NW Ste 100
Grand Rapids Michigan, 49503-2632
Email: sthoms1@mlive.com
Phone: +1 (616) 222-5863
Fax: +1 (616) 222-5409
Thoms is a Health Reporter for the Grand Rapids (MI) Press covering Personal Health,
Fitness and Medical Technology. Contact her via e-mail.
Community Newspaper:
The Grand Rapids Times
Patricia Pulliam
Editor In Chief
2016 Eastern Ave SE
Grand Rapids Michigan, 49507
United States of America
Email: staff@grtimes.com
Phone: +1 (616) 245-8737
Fax: +1 (616) 245-1026
Contact by email
Television:
WZZM-TV
Amy Fox
News Assignment Editor
645 3 Mile Rd NW

Email: amyfox@wzzm13.com
Phone: +1 (616) 785-1313
Fax: +1 (616) 785-1301
Contact her via email
Fox is News Assignment Editor and is responsible for story assignment and crew allocation.
She also investigates and covers a wide range of news topics as a Reporter.
WOOD-TV
Aaron Lafferty
Assignment Editor (Night)
120 College Ave SE
aaron.lafferty@woodtv.com
Phone: +1 (616) 771-9633
Fax: +1 (616) 456-5755
Contact him via email
Lafferty is News Assignment Editor and is responsible for story assignment and crew
allocation.
WXMI-TV
Brook Blanton
News Director
3117 Plaza Dr NE
Email: bblanton@fox17online.com
Phone: +1 (616) 447-5105
Fax: +1 (616) 364-8506

He prefers to be contacted by e-mail
Blanton oversees the newsroom as News Director. He advises PR professionals, "Make it as
brief as possible and then shoot me an email follow up." He describes his pet peeve as
"Someone who is trying to chat or treats you like they know you."
WWMT-TV
Melissa Broderick
News Assignment Manager
590 W Maple St
Kalamazoo Michigan, 49008-1926
Email: melibrod@wwmt.com
Phone: +1 (269) 388-9339
Fax: +1 (269) 388-8322
Contact her via email
Broderick is in charge of the assignment desk as News Assignment Manager. She can be
contacted by e-mail. She accepts follow-up calls. In regards to pitching, she says, "Be very
detailed in the news releases that come across, regarding what the event is about, location,
time, contact name, a cell number is usually great or an e-mail address. Then usually a
follow-up call like the day or so before is nice." She adds, "I just don't like to be called a lot,
like everyday or you know, usually one follow-up call is enough."
WGVU-TV (PBS)
Patrick Center
News Director
301 Fulton St W
Email: centerp@gvsu.edu
Phone: +1 (616) 331-7223
Fax: +1 (616) 331-6625

Contact him via email
Center is News Director for WGVU-TV, WGVU-AM, WGVU-FM and WGVS-AM. He is also
Host and Producer of WGVU Midday and Newsmakers. Additionally, he is Host of West
Michigan Week.
Internet Media
Grand Rapids Press Online

Kate Nagengast
Managing Producer
169 Monroe Ave NW Ste 100
Email: knagengast@mlive.com
Phone: +1 (616) 222-5612
Fax: +1 (616) 222-5409
Contact via email
Nagengast is the Managing Producer overseeing Business, Entertainment and Health
coverage for the Grand Rapids (MI) Press. Contact her via e-mail.
The Rapidian
http://www.therapidian.org/node/add/storybank-idea
The Rapidian is a citizen journalism news source intended to increase the flow of local
news and information in the Grand Rapids community and its neighborhoods. JDRF can
personally pitch their press releases by clicking the link above.
NEWS RELEASE
Contact: Sam Tidwell
JDRF Michigan Great Lakes West Chapter Celebrates Type 1 Diabetes Community
The chapter and Grand Rapids will work together to turn Type 1 into Type None
GRAND RAPIDS, Mich., _________________- JDRF Michigan Great Lake West will turn Type 1
into Type None: One Link at a Time on the Blue Bridge in downtown Grand Rapids. The
event will be held on ________ from noon-4:00p.m.
JDRF has events like the One Walk and a Ride, but the One Link at a Time event will bring
people together to help turn Type 1 to Type None in Kent County.
How JDRF will turn Type 1 to Type None:
106 blue links representing number of years of the disease
Research information and stories printed on the links
Participants will come and rip a link off and reattach where they ripped it.
At the end there will be no links left, turning Type 1 into Type None.
JDRF information tables for interested parties to receive more information
JDRFs main goal is to one day have a world without type 1 diabetes and the One Link at a
Time even helps us visually show the public that it is possible if we work together, said
Sam Tidwell, Executive Director of JDRF Michigan Great Lakes West chapter. We must take
this disease one step at a time but we are all in it together.
If you are interested in helping turn Type 1 into Type None, please visit http://jdrf.org,
To learn more about JDRF, please visit the website and Facebook .
(more)
JDRF MICHIGAN GREAT LAKES WEST- 2

About JDRF: JDRF is the leading global organization funding type 1 diabetes (T1D)
research. The strength lies in the exclusive focus and singular influence on the worldwide
effort to end T1D. JDRF want to see a world without T1D and wants to change the reality of
the millions of people living with this disease. JDRF has funded nearly 2 billion dollars in
T1D research.
###
NEWS RELEASE
JDRF Michigan Great Lakes West Chapter Celebrates Type 1 Diabetes Community
The chapter and Grand Rapids will work together to turn Type 1 into Type None
GRAND RAPIDS, Mich., ______________ - JDRF Michigan Great Lake West will turn Type One
to Type None: One Link at a Time on the Blue Bridge in downtown Grand Rapids. The event
will be held on ________ from noon-5:00p.m.
One of the main goals of JDRF is to one day have a world without type 1 diabetes,
said Sam Tidwell, Executive Director of JDRF Michigan Great Lakes West chapter. The way
we can do this is by working together, between our chapter and the residents of Grand
Rapids and Kent County.
Type 1 diabetes affects a small portion of the United States but it affects them in a
big way. The One Link at a Time event will educate the public about type 1 diabetes and
will bring people together to create awareness of what JDRF can do for the type 1 diabetes
community in Kent County.
This is a great opportunity for newly diagnosed people, or new to the Kent County area,
said Tidwell, If you are feeling alone, JDRF is here to help.
If you are interested in helping JDRF Great Lakes West turn Type 1 into Type None please
visit http://jdrf.org for more information.
###
T1D research.
NEWS RELEASE
JDRFs Research Breakthrough Impacts Type 1 Diabetes Community

New finding on the artificial pancreas will help people living with the disease
GRAND RAPIDS, Mich., ___________- JDRF has found a way to provide people living with
Type 1 Diabetes an artificial pancreas. This breakthrough will make the pancreas available
to the Type 1 Diabetes community in ________.
This is a major break through for the Type 1 Diabetes community, said Stephen
Gitelman, M.D. of University of California San Francisco Benioff Childrens Hospital. This
will improve the lives of millions of people, so we are very excited to see where this will
take us.
The artificial pancreas will monitor glucose automatically, which will reduce the
manual monitor of blood sugar. The systems will be better at predicting blood sugar
changes and providing controlled doses of insulin to the recipient.
We hope that with this breakthrough, it will create a domino affect onto other
major breakthroughs, said Tidwell. Everyday we are closer and closer to finding a cure
for this disease.
To learn more about the artificial pancreas and other research projects done by JDRF,
please visit http://jdrf.org.
###
T1D research.
NEWS RELEASE
JDRF Annual One Walk Raises Awareness for Type 1 Diabetes

The One Walk is held every year to raise money and awareness to find a cure
GRAND RAPIDS, Mich., ______________- The annual JDRF One Walk will be held in Grand
Rapids on ____________. The event will start at ________ for the 1.5-mile long course.
Our walks are one of our best fundraising opportunities, said Sam Tidwell,
executive director of JDRF Michigan Great Lakes West Chapter, individuals, families and
business all contribute to make the event a success.
The Michigan Great Lakes West Chapter has around 1,500 walkers and help from a
number of volunteers. Last year, the One Walk raised $246,317.35 to put toward creating a
world without Type 1 Diabetes.
This chapter is so grateful for all the amazing people that support us and what we
do, said Tidwell. Without their support, we would not be able to provide the resources for
the people and families living with Type 1 Diabetes.
If you are interested in getting involved with JDRF One Walk, please visit
https://www2.jdrf.org/site/SPageServer/?pagename=walk_homepage. If you would like to
learn more about JDRF, please visit http://jdrf.org.
###
About JDRF One Walk: Each year, JDRF Walk brings together more than 900,000 people to
change the future for people living with type 1 diabetes (T1D) by raising money for
research. Many people who walk have T1D themselves, and many more are friends, family
or coworkers of someone challenged by this disease.
T1D research.
FEATURE RELEASE
A World Without One Type

GRAND RAPIDS, Mich., Nov. 3, 2015- Imagine a world where there are no types,
not a type two and especially not a type one. That is where Jenny Allen is going to
live.
I am the first person with an artificial pancreas and it has already changed
my life, beamed Jenny, pointing down to her abdomen.
Although she is not good as new, Jenny thinks that she is even better.
Diabetes is apart of her and she is happy to be in the type 1 diabetes community.
Even though she is only 14 years old, Jenny is wise beyond her years.
As she wipes a small tear from her eye, Jenny says: I know that this disease
does not only affect me, but if affects my whole family.
With the help of JDRF, life for Jenny and her family is going to change forever.
JDRF is the leading Type 1 Diabetes research foundation that helps people and
families living with T1D.
Allen knows the burden of living with T1D, having to monitor your glucose
levels can be painful and challenging. It can feel like a never-ending process filled
with constant worry.
But with the artificial pancreas, Jenny is able to have automated blood sugar
monitoring to create an easier lifestyle. With the technology, it drastically lowers the
disease related risks.
The scariest part of the disease is going to bed, says Jenny with a worried
look on her face, you never know if you are going to spike or drop and if you are
sleeping, you wont see it coming.
Jenny and her family have been apart of JDRF and the Michigan Great Lakes
West Chapter since her diagnosis at the age of four. The Allen family has
volunteered and contributed fundraising efforts to the organization.
My favorite event JDRF has is the walk, my whole family, friends and even
neighborhood get involved to help not only me, but the rest of the T1D community,
said Jenny with a huge smile on her face. It is a great effort and I really feel like I
make a different, maybe that is why I was chosen to get this pancreas.
(more)
One Type- 2
Jenny found out she was going to receive the artificial pancreas almost a year
ago, she was told at the JDRF chapter with her family and her doctors.
It was the greatest moment of my life and I will never forget what my family,
doctors and JDRF has done for me, said Jenny as she hugged her mother and father.
###

Oped
EveryoneShouldVolunteeratJDRF
GrandRapids,Mich.Volunteeringmutuallybenefitsbothpartiesinmorewaysthanyoumay
realize.AsanactivevolunteeratJDRF,myeyeshavebeenopeneduptoallthevaluesof
volunteeringinnonprofitorganizations.Notonlydoestheorganizationreceivethehelpthatthey
needtofunction,butthevolunteerreceivesselfworth,pride,andpersonalexperience.The
overwhelmingfeelingthatIreceiveaftervolunteeringatJDRF,isthatIamnottheonlyone
livingwiththisdisease.
Somemayarguethattheydonothavethetimetovolunteer.However,thatismerely
ignoranttosay.Considering,theamountoftimetheaveragepersonspendswatchingTVor
simplyjustwastingtime.TheBureauofLaborStatisticsdidareportonhowmuchtimepeople
spentonleisureactivities.
Ages15andover5.9hours(men)and5.2hours(women)
25to34yearolds4.3hours
35to44yearolds4.1hours
75yearoldsandup7.5hours
TheleisureactivitythatoccupiedthemajorityoftheirtimewaswatchingTV,roughly2.8hours
perday.
Conversely,itisencouragedtovolunteerregularlyaneasyhourortwoofvolunteering
isstillgreatlyappreciatedbyanorganization.Regardlessofyourage,getoutofthehouseand
giveyourcommunityasliceofyourtime.Theselfworthsomeonecangainfromvolunteeringis
muchgreaterthanthelosttimetheymayworryabout.AccordingtoUnitedWay,thereare
benefitsanindividualcangainfromvolunteeringthattheymaynotbeabletoreceiveelsewhere.
Volunteersmakeimportantnetworkingcontacts,learnnewskills,teachothersnewskills,
enhancetheirresumes,gainworkexperience,buildselfesteemandselfconfidence,improve
theirhealth,meetnewpeople,feelneededandvalued,andmakeadifferenceinsomeoneelses
life.
Personally,Ienjoythefeelingofaccomplishmentaftervolunteering.Itissuchagreat
feelingtoknowyouimpactedsomeoneslifeandhelpedthemovercomesomethingtheycould
nothavedoneontheirown.Nonprofitsneedhelpservingtheircausesthereforvolunteeringfor
oneenablestheorganizationtobetterservethecommunity.Volunteeringgivesmearefreshing
sensationofselfworth,energy,andoptimism.Itisalsoarejuvenatingfeelingtoconnectwith
otherpeoplelivingthesamedailystrugglesthatIam.Ifmorepeoplewouldconsider
volunteeringontheirsparetime,theworldwouldbeamuchbetterplace.
Nottomention,JDRFhasgreatopportunitiesfortheirvolunteers.Ihavemetsomany
amazingpeoplethatsharethesamepassiontofindthecureforType1Diabetes.Istrongly
encouragecitizensintheWestMichiganareatogetinvolvedwithJDRFMichiganGreatLakes
WestChapter,aswellasanyothervolunteeropportunitiesinthearea.Ifmyvoicecouldimpact
thenationasawhole,Iwouldencouragevolunteeringtoeveryone.Asavolunteer,youare
investinginthedevelopmentandfuturehealthofyourcommunity.Simplyput,givebacktoyour
community.
TonyaDabatezisastudentatGrandValleyStateUniversityandanactivevolunteeratJDRF
MichiganGreatLakesWestChapter,aswellasasupporterofcommunityvolunteeringin
general.DabatezwasengagedintheorganizationafterbeingdiagnosedwithT1Datanearly
ageof12yearsold.

28
AppendixB
ResearchBreakthroughProcedure
(Seefollowing1page)
1.
2.
3.
4.
5.
6.
7.
8.
9.
BreakthroughProcedureforMedia
GatherdetailedinformationfromJDRFNationalOffice.
ContactMGLWboardmembers.
Contactlocalmediausingprovidedmediacontactlisttoinformthemonthe
breakthroughandupcomingpressconference.
a. Removejargontocommunicateimportanceandcriticalimpact.
Contactstakeholders(hospitals,medicalsupplycompanies,researchinstitutions)to
informthemonthebreakthroughandtheupcomingpressconference.
Holdpressconference.
Givemediakittopressconferenceparticipants.
Followupwithmedia.
Setupmediaadvisoriesandnotificationstostayuptodateonwhoiscoveringthe
breakthrough.
Conductacasestudytoconsiderwhatworkedandwhatdidnotworkforfuturemedia
relations.

29
AppendixC
ContentCalendar
CONTENT CALENDAR
OVERVIEW & PURPOSE
This content calendar can be used as an outline to keep the social media intern on
track and creative with social media posts.
JANUARY
1. Coffee Meeting (and other outreach program) Posts
2. New Years Resolutions for T1D patients
3. Post about Ride to Cure Kick Off Party
4. #NoDaysOff
5. Member of the month post
6. #T1DLooksLikeMe
FEBRUARY
2. Valentines Recipes for T1D loved ones
3. #NoDaysOff
5. #T1DLooksLikeMe
MARCH
2. Post about Summit
3. #NoDaysOff
5. #T1DLooksLikeMe
APRIL
2. #NoDaysOff
4. Use Volunteer Match to set up volunteer recruitment for the Gala and post the
link online.
5. #T1DLooksLikeMe
MAY
2. Post about Gala
3. Post about Fifth Third River Bank Run
4. #NoDaysOff
6. #T1DLooksLikeMe
JUNE
2. #NoDaysOff
4. #T1DLooksLikeMe
JULY
2. #NoDaysOff
4. #T1DLooksLikeMe
AUGUST
2. Team JDRF flyer posts
3. #NoDaysOff
4. Use Volunteer Match to set up volunteer recruitment for One Walk and post the
link online.
5. #T1DLooksLikeMe
6. Post about One Walk coming up in GR
SEPTEMBER
2. #NoDaysOff
3. Post pictures and videos from One Walk in GR
4. Post about upcoming Metro Health Grand rapids Marathon
6. #T1DLooksLikeMe
OCTOBER
2. Flyer for One Link at a Time event
3. Tell followers to watch One Link at a Time event live using Periscope app.
4. Post pictures and videos from Metro Health Grand Rapids Marathon
5. Post time lapse video from One Link at a Time event
6. #NoDaysOff
7. #T1DLooksLikeMe
NOVEMBER
2. Diabetes Awareness Month posts
3. #NoDaysOff
4. #30DaysofT1D: Encourage followers to participate in 30 day Instagram
challenge
6. #T1DLooksLikeMe
DECEMBER
2. Post about Giving Tuesday and benefits of donating to JDRF.
3. #NoDaysOff
4. 12 Days of T1D: Facts and stories about T1D for the 12 days leading up to
Christmas
6. #T1DLooksLikeMe

30
AppendixD
TeamJDRFFlyer
(Seefollowing1page)

31
AppendixE
TimeTable
(Seefollowing1page)
JDRF Gantt Chart January 2016- December 2016

January
Objective 1
Strategy 1
"Hey ______!" Posts
JDRF info desks
Snapchat Filter
One Link at a Time Invites
Timelapse
Blue paper links
Banner
Strategy 2
Media Kit
Breakthrough Procedure
Gift bags
Strategy 3
Social Media Intern
Content Calendar
"Share us your stories" posts
Welcome Email
Strategy 4
Monthly Coffee Posts
Team JDRF flyers
Strategy 5
Speakers
PR intern
One Link at a Time School Invites
Key
P=Plan
E=Execute
M=Measure
February
March
April
May
June
July
August September October November December

32
AppendixF
AdditionalContactsandResources
ContactsandResources
Hospitals
MetroHealthSouthwest
(616)2527200
SusanWalls
Spectrum
**PleasecontactMarionDonahuebeforeusingSpectrumcontacts
AndreaHouseDiabetesProgramCoordinator
6162677047
Andrea.house@spectrumhealth.org
KarenVangoorWoltjerPracticeManager
6162678560
karen.vangoorwoltjer@spectrumhealth.org
MedicalSuppliers
NovoNordisk
LorleiBlackSeniorAccountExecutive
6167065074
Solara
ChrisBlackSeniorTerritoryManager
blackck@gmail.com
6167732900
HealthSystems
KentCountyHealthDepartment
BarbaraHawkinsPalmer
Barb.HawkinsPalmer@kentcountymi.gov
SchoolsinKentCounty
KentIntermediateSchoolDistrict
KatieMcClinticCommunication&MarketingAssistant
36523992399
katiemcclintic@kentisd.org
ComstockParkPublicSchool
CindyMcPherson
6162545016
mmcpherson@cppschools.com
ForestHillsPublicSchools
JannVanAirsdale
6164938660
jvanairsdale@fhps.net
EastGrandRapidsPublicSchools
PatriciaTemple
6162353535
ptemple@egrps.org
KentwoodPublicSchools
DeniseBabcock
6168711080
NorthviewPublicSchools
LindaBockheim
6163613444
lbockheim@nvps.net
GrandRapidsPublicSchools
JohnHelmholdt
6168192149
helmholdtj@grps.org
RockfordPublicSchool
LisaJacobs
6168636322
LowellPublicSchools
CarolynRocheleau
9786742053
crocheleau@lowell.k12.ma.us
ThornappleKelloggSchools
JulieMakarewicz
2697955578
CedarSpringsPublicSchools
TylerWolfe
6166969080
WaylandUnion
EileenChaffee
2697922254
chaffeee@wu.org
WyomingPublicSchool
SherlyAdams
accorsk@wyomingps.org
VolunteerDatabases
Volunteermatch.org
OurVolts.com
GVSUNonprofitVolunteers/NonprofitVolunteerandInternshipFair
MelissaBakerBoosamara
bakerbme@gvsu.edu
service@gvsu.edu
CalvinCollege
slc@calvin.edu
jbouman@calvin.edu
http://www.calvin.edu/slc/opportunities/post-opportunity.html
Davenport
volunteer.center@davenport.edu
Aquinas
EricBridge
bridgeri@aquinas.edu
volunteeraq@gmail.com
CornerstoneCollege
ashley.vandergeld@cornerstone.edu
EastGrandRapidsHighSchool
DanielleBeller|GuidanceCounselor
dbeller@egrps.org
CongressElementarySchoolNewsletter
BridgetCheney|Principle
cheneyb@grps.org
Shewouldliketohavepostingssenttoherbythe20thofeachmonthfor
theupcomingmonth.
DiabetesInfluencers
GretchenOtteTypeOneTypeHappy.com
Instagram:@typeonetypehappy
Email:gretchen@typeonetypehappy.com
OtherpopularT1DOnlineInfluencers
http://www.huffingtonpost.com/rivagreenberg/top10diabetesonlinein_
b_1096919.html

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Campaign by PRistine PR

JDRF Michigan Great Lakes West Backgrounder

Michigan Great Lakes West Chapter

How can I get involved?

Media Contact List

Grand Rapids Michigan, 49544-1601

Fax: +1 (616) 364-8506

Fax: +1 (616) 331-6625

Grand Rapids Press Online

Contact: Sam Tidwell

JDRF MICHIGAN GREAT LAKES WEST- 2

Contact: Sam Tidwell

Contact: Sam Tidwell

JDRFs Research Breakthrough Impacts Type 1 Diabetes Community

Contact: Sam Tidwell

JDRF Annual One Walk Raises Awareness for Type 1 Diabetes

Contact: Sam Tidwell

A World Without One Type

JDRF Gantt Chart January 2016- December 2016

August September October November December

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