Campaign Book Final (Int)

APR 433: Public Relations Campaigns
ymbi
agency
ymbi
agency
Young Minds, Big Ideas Agency
Alex Mashburn Haley Scanlan Erin Waits Louanne Elliott Rebecca Howard Kelly Watson Chase Eley
APR 433: Public Relations Campaigns Dr. Kenon A. Brown
Executive Summary
YMBI Agency was presented with a unique opportunity to work with United Cancer Survivors of America Inc. (UCSA), a 501 (c)(3) nonprofit based in Hoover, Ala. YMBI began this process by conducting a thorough situation analysis of UCSA and its two previous organizations, Students of Survivors (SOS) and Athletes Kickin Cancer (AKC), which are now scholarship programs within UCSA. Because of UCSAs competitive advantage over other nonprofits, YMBI found that the organization has a huge opportunity for expansion. In order to grow into a nationally recognized nonprofit, UCSA must develop strategic ways to build awareness and create sustaining fundraising initiatives to develop strong relationships within its local community. Upon coming to this conclusion, YMBI constructed two strategic goals for this campaign. The first goal was to increase awareness and establish a positive perception of UCSA and its new brand identity in Tuscaloosa and Jefferson counties. The second goal was to create a sustaining fundraising initiative for UCSA in Tuscaloosa and Jefferson counties. YMBI accomplished these goals in Tuscaloosa by implementing Break Habits, Beat Cancer 2013, a short-term campaign that took place the week before the University of Alabamas spring break. Through awareness tables, various bar events and a donation incentive program focused on a theme of cancer prevention and awareness, YMBI raised $1,055 for UCSA. Break Habits, Beat Cancer 2013 also generated 11,827 social media impressions in just nine days. In order to assist UCSA in accomplishing its goals in the Jefferson County area, YMBI created a longterm campaign called Expanding UCSAs Foundation for the Future. This campaign targets college students; high school parents, faculty and administration; and local businesses and allows UCSA to build a strong foundation in its local community. Through various print, face-to-face and online tactics that YMBI has created for the organizations use, YMBI believes that UCSA can develop lasting relationships with these target audiences in Jefferson County and raise funds in preparation for its future expansion.
T a b l e
Overview Client Background
o f
Introduction
4 4 5
Situation Analysis
8 11 11 12 15
18 18 20
Problem Statement
Objective One
Strategy, Tactics, Evaluation
Agency Profile
Objective Two
Goals Audience Profile
Strategy, Tactics, Evaluation
chapter one:
introduction
Primary Research Summary
chapter three:
break habits, beat cancer 2013
chapter two:
campaign focus
C o n t e n t s
Introduction Mission Statement
22 23 24 28 30
Implementation Budget
34 35 36 37
Reference List
A-1 B-1 C-1 D-1 E-1 E-14 F-1 G-1
College Students
Objectives, Strategy, Tactics, Evaluation
Proposed Long-Term Budget
Demographics
Media Outlets Short-Term Campaign Timetable

Primary Research Instrument
High School Adminstration, Faculty & Parents
Long-Term Campaign Timetable Local Businesses

Short-Term Tactics Long-Term Tactics
chapter five: chapter four:

expanding UCSAs foundation for the future campaign logistics
Evaluation Research instruments Campaign Contact Information
appendices
Chapter One
Introduction
Overview
In Public Relations Campaigns (APR 433), students are given the opportunity to work with a real client in implementing a short-term campaign and developing a long-term campaign for the organizations target audiences. By having the opportunity to implement an actual campaign, students obtain valuable experience and insight into the research, planning and development of public relations strategy. This semester, two student agencies are working with United Cancer Survivors of America Inc. (UCSA), a unique nonprofit based in Hoover, Ala. Patricia Lee is the founder and president of UCSA and can be contacted by phone at 205-790-0366 or by email at LeeMarketing08@gmail.com.
Client Background
UCSA was founded on Dec. 1, 2012, by Patricia Lee and is based in Hoover, Ala. This new nonprofit is a union of Lees two previous organizations, Athletes Kickin Cancer (AKC) and Students of Survivors (SOS), which are now scholarship programs under the umbrella of UCSA. AKC was founded in March 2006 by Patricia Lee and is based in Hoover, Ala. The mission of the AKC scholarship program is to provide college scholarships for senior high school athletes who have fought cancer and undergone cancer treatment while still competing in sports. The program is open to all 50 states and provides at least one scholarship per year. AKCs scholarship is called the Champion of Life scholarship, and the minimum amount awarded to the recipient is $1,000. AKC also provides monetary gifts to the winners of its Inspiration Award and Athletes of the Month. SOS is a byproduct of Patricia Lees AKC scholarship program and is also open to all 50 states. Lee founded SOS to provide scholarships for children whose parents have survived cancer. According to the SOS website, these parents have been hit financially with the costs of treatment and medical bills. Consequently, many do not have the means to send their children to college. SOS awards one scholarship per year to a student whose parent has fought cancer sometime during the students four years of high school. Along with the $1,000 scholarship, the recipients family is also awarded matching funds to assist with medical bills and expenses.
Introduction
Agency Profile
Ambitious, innovative, driven. YMBI is an agency focused on extending all the dynamic characteristics that young public relations professionals possess to benefit every tactic, every campaign, every client. We are a group of young minds who consistently formulate and execute big ideas. Each member of YMBI Agency exhibits a unique set of skills and mindsets that allows us to efficiently approach and resolve every problem from the research stage all the way to a camaigns completion and evaluation.
Agency Profile
Alex Mashburn Agency Leader Alex Mashburn will graduate in May 2013 with a Bachelor of Arts in Communication. She is majoring in public relations while pursuing minors in consumer sciences and computing technology and applications. Alex is a member of the University of Alabama (UA) PRSSA executive board and serves as an account executive for the on-campus public relations firm, Capstone Agency. Through these and other roles, she has developed strong leadership skills and a passion for public relations. Alex is the agency leader of YMBI Agency and oversees its day-to-day operations as well as assists in research, planning, implementation and evaluation. Haley Scanlan Research Director Haley Scanlan will graduate in May 2013 with a Bachelor of Arts in Communication. She is majoring in public relations while pursuing a minor in general business. Haley has been working as the assistant professor to Dr. Stanley E. Jones in the UA Aerospace and Engineering Department since May 2012. In this position, she has had the opportunity to participate in many research experiments to determine the best course of action to reach an outcome. Haley serves as the research director of YMBI Agency and has worked to evaluate results to help determine several aspects of the campaign. Erin Waits Creative Director Erin Waits will graduate in May 2013 with a Bachelor of Arts in Communication. She is majoring in public relations and pursuing a minor in English. Erin has been working as the assistant to the director of special programs of the UA System since August 2012. In this position, she has had the opportunity to participate in the research and development of various marketing and community relations programs. She is also a member of and writes for the UA PRSSA newsletter committee. Erin is the creative director of YMBI Agency and creates and designs campaign materials such as the campaign proposal, campaign book and the agencys identity system. Rebecca Howard Media Relations Coordinator Rebecca Howard will graduate in May 2013 with a Bachelor of Arts in Communication. She is majoring in public relations while pursuing a minor in art history. Rebecca is currently the campus representative for PINK by Victorias Secret, the top loungewear brand in the country. As a campus rep, she conducts regional market research and implements branding events and media campaigns to raise awareness and excitement about the brand. Rebecca works as media relations coordinator for YMBI Agency and coordinates any and all print and broadcast media efforts.
Chase Eley Special Events Coordinator Chase Eley will graduate in May 2013 with a Bachelor of Arts in Communication. He is majoring in public relations while pursuing a minor in computer sciences. Along with participating in many research initiatives and campaigns, Chase worked as a team leader while developing a communication plan alongside the Autism Society of Alabama in 2012. After graduation in May, Chase will be attending law school in Birmingham at Samford University, Cumberland School of Law in hopes of earning his JD. Chase serves as the special events coordinator for YMBI Agency and plans, schedules and coordinates all special events for YMBIs short-term campaign. Louanne Elliot Social Media Coordinator Louanne Elliott will graduate in May 2013 with a Bachelor of Arts in Communication. She is majoring in public relations while pursuing a minor in English. Throughout college, Louanne has assisted the Alabama International Justice Mission leadership team as advertising coordinator. In this position, she has arranged and evaluated publicity efforts by creating fliers and press releases and conducting surveys. In fall 2012, she also created media kits and campaign plans for the Autism Society of Alabama. Louanne is the social media coordinator for YMBI Agency and has worked to develop a strong digital presence. Kelly Watson Director of Public Relations Kelly Watson will graduate in May 2013 with a Bachelor of Arts in Communication. She is majoring in public relations while pursuing a minor in business management. Kelly currently serves as co-captain of the ESPNU Campus Crew, a student marketing group focused on increasing awareness and excitement of ESPNU on campus through social media, event planning and on-site premium distribution. Kelly has also worked with a variety of student organizations on campus, specifically within the communication realm, such as the Student Government Association, Student Recreation Center and Pi Beta Phi sorority. Kelly serves as the director of public relations and special events assistant.
Chapter Two
Campaign Focus
Situation Analysis
Internal Environment Structure Lee is the founder and president of UCSA. In Dec. 2012, Lee decided to merge her two previous organizations, AKC and SOS, into UCSA at the suggestion of last semesters campaign winner. Throughout her career, she has retained much of the same staff. The contact lists for AKC and SOS are almost identical and can be found on both of the organizations websites. For AKC, Lee was president, and Share Norville was vice president. Alex Avram was vice president, public relations director and in charge of Athlete of the Month. Kelly Donovan was administrative manager. The structure altered slightly when SOS emerged. Kelly Donovans title changed to operations manager, and Alex Avram gave up some responsibilities to be solely in charge of public relations. A new member, Rob Avram, was also added to the staff as concert participant and manager. According to the UCSA website, the structure changed yet again when the two organizations merged. Donovans title was changed back to administrative manager. It is crucial to observe these changes in structure because if the organization continues to struggle to establish itself internally, it will be unable to establish itself externally and accomplish its goals. UCSAs structure is interesting in the sense that it is, for the most part, comprised of a family. Rob and Alex Avram are the children of founder Patricia Lee. This aspect can be used to the organizations advantage. Performance While there is much passion and drive behind UCSA, there is room for improvement. Lee possesses much credibility not only with her experience in establishing a nonprofit but also by winning the 2005 American Cancer Society Life Inspiration Award for the state of Alabama. Her passion is illustrated through her work, accomplishments and in the way she wishes to help everyone affected by cancer. According to the UCSA website, Lee not only wishes to reach all parties affected by cancer but also all 50 states. Her ultimate goal is to award two scholarships per state each year. However, all donors, except for one from Orlando, Fla., are from the state of Alabama. For Lee to accomplish this goal, it is crucial to gain involvement from a wider variety of states. Niche UCSA has more than one competitive advantage. The first is that the founder has conquered cancer herself. To key publics, this makes Lee and her organization more approachable, relatable and credible. Since Lee has shared in the suffering of those affected by cancer, she also longs to share in their hope. Another competitive advantage is that the organization awards two different scholarships. This targets different audiences, and therefore, UCSA garners more attention. According to Lee, there is no other scholarship out there like the SOS scholarship. The fact that Lees children work for her is another competitive advantage and shows that Lee values the importance of family.
Campaign Focus
Internal Impediments In order for UCSA to operate at its highest efficiency, additional employees are needed. Each staff member needs a specific job, not just a title. An increase in staff would also help in reaching all 50 states with scholarships as UCSA could allocate duties to more employees. In addition, the organization needs to honor the merger of AKC and SOS internally. On the UCSA website, there should only be a scholarship tab linked to a description of the two awards instead of having three different websites. By calling each scholarship a program with titles of old organizations, audiences could get confused. External Environment Supporters According to the AKC website, past sponsors include Doug Bell Communications, Concord Financial Group (Birmingham, Ala.) and Mesothelioma Center (Orlando, Fla.). According to the SOS website, past sponsors include Bruce Office Supply (Birmingham, Ala.), El Gringo Restaurant (Birmingham, Ala.), Mesothelioma Center (Orlando, Fla.), Megan Davis Salon (Hoover, Ala.), The Stewart Organization (Birmingham, Ala.), Starbucks (Lakeshore, Ala.) and Wined Down (Hoover, Ala.). WorkPlay Theatre, located in Birmingham, Ala., is also an ongoing sponsor and the venue for the SOS Music Fest. Competition In the Birmingham area, there are other nonprofits that benefit cancer survivors and are competing with UCSA. The American Cancer Society has a branch in Birmingham and a Facebook following of 597. The American Cancer Society Junior Executive Board of Birmingham (JEB) also hosts a fundraising event at WorkPlay Theatre called Black Out Cancer. Since the Black Out Cancer event was created in 2003, JEB has raised close to $600,000, according to acsevents.org. Birmingham news anchor Brenda Ladun also hosted her 8th Annual Brenda Ladun 5K/1 Mile Conquer Cancer Run on March 3, 2012. According to komenncalabama.org, the Komen North Central Alabama Affiliate was formed in 1994. In 2012, they held the 21st Annual Susan G. Komen North Central Alabama Race for the Cure. Susan G. Komen for the Cure is a national nonprofit that has invested almost $2 billion working to end breast cancer. External Impediments Some external impediments include the recent name change, the poor economic situation, and competition from other cancer organizations. UCSA is also geographically limited to the state of Alabama; however, UCSA would like to expand to other states. Although most of the sponsors are from Alabama, where the organization is based, most scholarship recipients have come from other states. The 2012 SOS scholarship winner Alicia Ducett is from Georgetown, Ky. Past Athletes Kickin Cancer scholarship winners have come from Pennsylvania, Colorado and Alabama.
Campaign Focus
Public Perception With the new merger of AKC and SOS, UCSA lacks awareness and a positive perception of its new identity and scholarship programs. Although UCSA has its own website, there is a lack of communication opportunities with its target audiences through the website. There is no contact form, and the site only provides the email addresses for the organizations staff. To build a positive perception of its organization, UCSA must communicate with its target audiences in an efficient and timely manner. At the present time, UCSAs website only serves as an information hub; however, it must become interactive to build a sustaining donor and volunteer base. UCSAs Facebook page currently has 67 likes. For UCSA to achieve its goal of becoming a nationally recognized nonprofit, it must obtain a much larger following on social media since its target audiences use social media on a daily basis. The comments posted on its Facebook page are only from the organizations staff, so there is a lack of interaction and engagement between followers and the organization. The SOS Facebook page has 53 likes, and the AKC Facebook page has 66 likes. There are few posts by people outside of the organizations on both sites; however, all of the posts about both organizations are positive. There are no other social media accounts for the three organizations. To avoid confusion of its target audiences, UCSA must consolidate its Facebook accounts into one account to allow for efficient and effective communication.
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Campaign Focus
Problem Statement
As a result of its recent merger, UCSA lacks the necessary awareness, internal staffing and funding needed to reach its ultimate goal of national expansion. To reach this goal, UCSA must first develop strong relationships, donor and volunteer bases, and fundraising initiatives locally before expanding statewide, regionally and nationally.
Goals
The goals of YMBIs campaign are:
To establish awareness and a positive perception of UCSA and its new brand identity in Tuscaloosa and Jefferson counties.
By establishing awareness and a positive perception of UCSA and its new brand identity, UCSA will be taking the first step toward its goal of national expansion. Increasing awareness is especially important to the availability of funding for scholarships, donors and sponsors for UCSA in the future. According to our research, only 22 percent of our target audiences are aware of UCSA and its recent merger. Due to its recent merger, UCSA needs to ensure consistency in its new brand identity in order to increase potential donors and sponsors awareness of the organization and to guarantee positive public perception of its scholarship programs.
To create a sustaining fundraising initiative for UCSA in Tuscaloosa and Jefferson counties.
A sustaining fundraising initiative is vital to the growth and success of UCSA and its scholarship programs. Currently, donations are lacking which has caused the organization to be unable to reach its goals. A long-term, sustaining fundraising initiative would empower UCSA to expand internally and externally, thus allowing it to examine more ways to promote its cause and scholarships.
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Campaign Focus
Audience Profile
UCSAs primary goals are to gain awareness and create sustaining fundraising initiatives. Achieving these goals will increase the availability and funding of scholarships to high school seniors and their families who have fought and overcome the battle against cancer. To assist UCSA in achieving these goals, it is crucial to focus on publics that are accessible and have the willingness and ability to make donations. College Students College students are an important public that will help raise awareness of UCSA in Tuscaloosa and Jefferson counties. UA reached a record-high enrollment in fall 2012, with 33,602 students attending the Capstone. According to UAs website, in the 2011-2012 academic year, more than 26,000 students completed approximately 1,121,341 hours of community service with more than 183 community partners. In addition to this statistic, there were an estimated 11,000 students who participated in service learning courses led by faculty members from every college on the UA campus. This commitment to helping others and dedication to higher education relates to UCSAs purpose and YMBIs goal to gain awareness and raise funds for the organization. According to the Journal of Advertising Research, college students are considered to be trendsetters. It also found that college students believe they are expected to attain a high standard of living after graduating college. Current college students make up a portion of Generation Y, also known as the Millennial Generation, as they were born between the early 1980s and the early 2000s. According to a study by the American Psychology Association (APA), Generation Y is considered to be the most stressed generation currently living in the world. This study also concluded that over half of millennials said that stress had kept them awake at night during the last month. According to the APAs study, stress plays a large role in medical problems such as obesity, diabetes and cardiac arrest. According to Strategic Planning for Public Relations, members of Generation Y use the Internet frequently; however, they do not necessarily visit websites of the organizations and brands that they like. They also do not read newspapers often but do listen to the radio. In general, college students receive information via social media and through their friends and family. According to our primary research, 96 percent of students at UA use social networking two or more times per week as a source of news and information. In past campaigns classes, student agencies have interacted with college students through fundraisers, such as bar nights and raffles, to benefit Lees previous organization, AKC and SOS. Although the student agencies have raised money for these organizations, survey responses from UA students indicate that less than 30 percent have heard of AKC, SOS or UCSA prior to completing the survey.
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Campaign Focus
Based on our research of college students, it is important to target this audience for our short-term campaign in order to meet UCSAs short-term goals. Members of YMBI Agency identify with college students and have a close connection with the college community, making targeting this audience less difficult. According to research, current college students have vast experience in volunteering in the community and value higher education. Research also indicates that college students are among some of the most stressed individuals in the world, which can lead to serious health conditions. YMBIs campaign will use this information to not only spread awareness about UCSA but to also help college students reduce their amount of stress by promoting both physical and mental health. High School Parents, Faculty and Administration High school parents, faculty and administration within the Tuscaloosa and Jefferson County school systems are a vital audience to focus on for building awareness and fundraising initiatives for UCSA. Both school systems are known for providing education rooted in community development and effectively providing for the diverse needs of all learners. According to our research, 94 percent of high school parents, faculty and administration believe that nonprofits are important to Jefferson and Tuscaloosa counties, and 88 percent support high school athletics. The values of this particular audience connect to the driving force behind UCSA. However, only 31 percent of this audience has heard of UCSA. This presents a unique opportunity to implement strong awareness campaigns that could develop into sustaining fundraising initiatives for the organization. Most studies report that nine out of 10 people know someone who has had cancer or have had it themselves. Based on YMBIs primary research, 80 percent of high school parents, faculty and administration are more likely to donate to an organization when they have a personal connection to the cause. This audience also has a stronger tendency to donate to a cause that provides relief to higher education costs and supports students affected by cancer in some way. High school parents, faculty and administration also have a closer connection to the potential scholarship applicants than most audiences due to the nature of this demographic. By targeting high school parents, faculty and administration, there is the potential for sustaining fundraising initiatives to consistently provide funding for scholarships on a yearly basis for UCSA.
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Campaign Focus
Audience Profile
Local Businesses According to our primary research, local businesses have a high regard for nonprofits in Jefferson and Tuscaloosa counties and believe they are beneficial to the community. Our research also indicates that this audience donates more frequently and in larger amounts to nonprofits than any of the other audiences surveyed. Many businesses prefer to partner with local nonprofits to promote and raise money for a worthy cause. According to Harvard Business Review, nonprofits and businesses have a long history of collaboration, and both can benefit from forming an alliance. Effective collaborations between nonprofits and businesses are characterized by clear purpose, mission congruency, effective communication and deep reciprocal commitment. According to Forbes magazine, Tuscaloosa is ranked in the top 60 Best Small Places for Business and Careers in America and is ranked in the top 5 in Americas Hardest Working Cities. This indicates the potential for a mutually beneficial partnership between UCSA and a local business. A solid partnership between UCSA and a local business has the potential to increase awareness and funding of the organization. Businesses in Jefferson and Tuscaloosa counties communicate heavily through social media with their stakeholders. The use of social media among local businesses will allow more online interaction and engagement between the nonprofit and its stakeholders.
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Campaign Focus
In order to assess our target publics knowledge of UCSA and their perceptions of fundraising, nonprofits, attitudes, beliefs and media habits, YMBI Agency, in collaboration with Yellow Hammer PR, created and distributed a survey to three target audiences: college students, local businesses, and high school parents, faculty and administration. The questionnaire was primarily distributed online with a few intercept questionnaires completed. There were 141 respondents who completed the questionnaire. There were 36 males (25.5 percent) and 103 females (73 percent). The majority of respondents was Caucasian (127 respondents, 90.1 percent) and was between the ages of 19 and 24 (77 respondents, 54.6 percent). College Students: 69 respondents 13 respondents (18.8 percent) have heard of UCSA, and 8 respondents (11.6 percent) have heard of AKC or SOS. 58 respondents (84 percent) believe that nonprofit organizations are important to Jefferson and Tuscaloosa counties. 53 respondents (79 percent) would prefer to donate through special events; 34 respondents (51 percent) would prefer an online donation. 56 respondents (81 percent) would most likely donate to a nonprofit if they had a personal connection to the cause; 28 respondents (41 percent) would most likely donate to a nonprofit if they sponsored a participant involved in the program. 25 respondents (36 percent) are willing to donate $1-$50 annually; 22 respondents (32 percent) are willing to donate $51-$100 annually. 40 respondents (60 percent) support high school athletics. 61 respondents (90 percent) enjoy attending musical events. 59 respondents (87 percent) enjoy attending sporting events; 57 (84 percent) respondents enjoy outdoor activities. 66 respondents (96 percent) use social networking two or more times per week as a source of news and information; 63 respondents (91 percent) use websites two or more times per week as a source of news and information; 57 respondents (84 percent) use friends, family and peers two or more times per week as sources of news and information. 48 respondents (71 percent) consume alcoholic beverages at special events. 43 respondents (63 percent) are aware of the cost of cancer treatment. 31 respondents (45 percent) actively seek information about cancer prevention and awareness. 67 respondents (99 percent) use Facebook; 54 respondents (79 percent) use Twitter; 54 respondents (79 percent) use YouTube; 50 respondents (74 percent) use Instagram; 49 respondents (72 percent) use Pinterest.
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Campaign Focus
High school Parents/Faculty/Administration: 16 respondents 5 respondents (31 percent) have heard of UCSA, and 2 respondents (13 percent) have heard of AKC or SOS. 15 respondents (94 percent) believe that nonprofit organizations are important to Jefferson and Tuscaloosa counties. 6 respondents (38 percent) donate to nonprofits several times a year. 10 respondents (63 percent) would prefer to donate through special events; 9 respondents (56 percent) would prefer donating through religious organizations. 12 respondents(80 percent) are encouraged to donate if they have a personal connection to the cause; 7 respondents (47 percent) are encouraged by deductions on their taxes. 14 respondents (88 percent) support high school athletics. 12 respondents (75 percent) enjoy attending sporting events; 13 respondents (81 percent) enjoy outdoor activities. 13 respondents (81 percent) use email two or more times per week as their source of news and information; 12 respondents (75 percent) use websites two or more times per week as their source of news and information; 12 respondents (75 percent) use friends, peers and family members two or more times per week as their source of news and information; 10 respondents (63 percent) use radio two or more times per week as their source of news and information. 9 respondents (56 percent) use social media two or more times per week as a source of news and information. 11 respondents (85 percent) use Facebook; 8 respondents (62 percent) use YouTube; 7 respondents (54 percent) use Twitter.
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Campaign Focus
Local Businesses: 20 respondents identified themselves as businesses owners or managers 8 respondents (40 percent) have heard of UCSA, and 5 respondents (25 percent) have heard of AKC or SOS. 19 respondents (95 percent) believe that nonprofit organizations are important to Jefferson and Tuscaloosa counties. 10 respondents (50 percent) donate to nonprofits several times a year. 6 respondents (29 percent) are willing to donate $151-$200 annually. 14 respondents (70 percent) would prefer to donate through special events. 16 respondents (80 percent) support high school athletics. 12 respondents (75 percent) enjoy attending sporting events; 13 respondents (81 percent) enjoy outdoor activities. 19 respondents (90 percent) use websites two or more times per week as a source of news and information; 16 respondents (76 percent) use email two or more times per week as a source of news and information. 14 respondents (70 percent) use social media two or more times per week as a source of news and information. 15 respondents (100 percent) follow nonprofit organizations on Facebook; 7 respondents (47 percent) follow nonprofit organization on Twitter. 18 respondents (100 percent) use Facebook; 13 respondents (72 percent) use Twitter; 11 respondents (61 percent) use YouTube; 8 respondents (44 percent) use LinkedIn; 8 respondents (44 percent) use Pinterest.
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Chapter Three
Break Habits, Beat Cancer 2013

Introduction
For the short-term campaign, YMBI chose to target college students in Tuscaloosa County. According to our research, only 18 percent of college students in Tuscaloosa County are aware of UCSA, and only 13 percent are aware of Lees previous organizations. To increase awareness of UCSA among this target audience, YMBI strategically set up awareness tables in areas of high traffic on campus. Because 45 percent of college students in Tuscaloosa County actively seek information about cancer prevention and awareness, general information about UCSA, as well as information regarding cancer prevention through healthy diet and exercise, were provided to students the week before spring break. To raise funds for UCSA, YMBI created a donation incentive program in which students could donate to receive a chance to win prize packages related to our campaign theme.
Objective 1: To increase awareness of UCSA among 750 college students in Tuscaloosa County by April 5, 2013.
Strategy:
According to our research, only 18 percent of college students are aware of UCSA, and only 13 percent are aware of Lees previous organizations, AKC and SOS. Based off these research findings, it was imperative that YMBI Agency create an awareness campaign to not only generate recognition of the recent merger of AKC and SOS into UCSA but to create a positive perception of the organization and its scholarship programs. In addition, research revealed that 84 percent of college students use friends, family and peers two or more times per week as sources of news and information. Based on this statistic, YMBI Agency utilized face-to-face communication to endorse UCSA by word-of-mouth. YMBI Agency accomplished this by setting up awareness tables at high traffic areas including a UA gymnastics meet and two locations on campus to generate awareness. Our research also indicated that 96 percent of college students use social networking two or more times per week as a source of news and information. In addition, survey results indicated that 99 percent of college students use Facebook, and 79 percent use Twitter. Based on these statistics, YMBI Agency used social and digital media to work in conjunction with awareness tables.
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When a student visited an awareness table, he or she was given the opportunity to log onto their preferred social networking site, such as Facebook or Twitter, and like, follow or mention UCSA. As a further incentive to do this, YMBI Agency provided promotional materials to students, donated by the Microsoft campus representative. Implementation began the week prior to the University of Alabamas spring break. According to our research, 45 percent of college students actively seek information about cancer prevention and awareness. To further generate awareness of UCSA and to provide vital information regarding cancer prevention to college students, YMBI Agency provided materials such as brochures and push cards at awareness tables (See Appendix E-1-E-4). A flash website was also created to disseminate this information (See Appendix E-6). Because it was the week before Spring Break, these materials promoted cancer prevention through healthy diet and exercise.
Tactic 1: Gained awareness of UCSA through the use of brochures and pushcards that contained information about UCSA and its social networking accounts, which were distributed at awareness tables. (See Appendix E-1-E-3)
cer prevention through brochures. (See Appendix E-4)
Tactic 2: Advocated healthy diet and exercise as well as can-
Tactic 3: Created a flash website that included information regarding UCSA, YMBI Agency, cancer prevention, healthy diet and exercise, and a donation page to inspire convenient donations while also promoting the fundraising events. (See Appendix E-5)
cer prevention through multiple blog posts that appeared on the campaigns flash website. (See Appendix E-6)
Tactic 4: Raised awareness of healthy diet, exercise and can-
Tactic 5: Developed a social media plan to promote the donation incentive program, awareness tables
and UCSA. (See Appendix E-7-E-9)
Evaluation
By disseminating tactics both in person at events and through social media, our awareness objective was exceeded. A total of 583 people were given information through face-to-face communication at the awareness tables set up at all events during implementation week. According to Google Analytics, 35 unique visitors went to the campaigns flash website. YMBI Agency also used campaign-themed Twitter and Facebook event accounts that were tracked by Twitonomy, which revealed that we generated 11,827 social media impressions.

Objective 2: To raise $1,000 for UCSA from college students in Tuscaloosa County by April 5, 2013.
Strategy:
In order to assist UCSA in reaching its goals, YMBI Agency developed donation-based events and programs to raise funds to contribute to the nonprofits internal and external costs. According to our research, 79 percent of college students prefer to donate to nonprofit organizations through special events. Based on these statistics, YMBI Agency assumed that by organizing donation-based events and programs that involved sporting events, the objective of raising $1,000 could be reached. YMBI Agencys fundraising campaign was centered on a donation-based event that encouraged donations from college students for the chance to win a male or female spring break prize package. Local businesses donated merchandise, gift cards and other items to be included within the prize packages, so all donations directly benefited UCSA. The fundraising campaign was called Break Habits, Beat Cancer 2013 and promoted cancer prevention and awareness through healthy diet and exercise. According to our research, 36 percent of college students are willing to donate between $1 and $50 annually to nonprofit organizations. By making a donation of $5, a student had the chance to win a spring break prize package while they learned how they could reduce their risk for cancer through healthy diet and exercise. By providing this information, YMBI emphasized UCSAs message of conquering cancer and recognizing those who have done so. According to our research, 81 percent of college students would most likely donate to a nonprofit if they had a personal connection to the cause. Many students have been indirectly touched by cancer and were more willing to donate since UCSAs message of conquering cancer was emphasized in these materials. This fundraising event was held at awareness tables located at a UA gymnastics meet, the Ferguson Center and the Student Recreation Center. Because 51 percent of college students who completed the survey said they preferred to donate online, they had the opportunity to log on to YMBI Agencys flash website and make a donation to receive a ticket online using PayPal. Students also donated cash at the tables. At the end of implementation, YMBI Agency drew one male and one female name as winners of the prize packages.
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To launch implementation of Break Habits, Break Cancer 2013, YMBI Agency hosted a kickoff event at the Houndstooth, a local bar that is frequented by college students in Tuscaloosa. According to YMBIs research, 71 percent of college students consumed alcoholic beverages at special events. Based on this statistic, having an event at a local bar was the most effective way to raise awareness of the donation-based event and also serve as a supplemental fundraising event. At the bar event, YMBI Agency set up a donation/awareness table where college students had the opportunity to make a donation to receive a ticket to win a prize package and were also given information regarding UCSA, healthy diet and exercise, and cancer prevention. To close the campaign, YMBI Agency held an event called Party for a Purpose at Moes BBQ featuring the band Mother Funk. Moes donated 30 percent of the door cover charge.
Tactic 6: Created fliers to promote fundraising events that were distributed via Facebook and Twitter and strategically placed in various locations on campus such as the Ferguson Center. (See Appendix E-10-E-11) Tactic 7: Raised funds for UCSA by creating a ticket attached to the bottom of a push card that also
included information about UCSAs social media accounts. (See Appendix E-12)
Tactic 8: Promoted the fundraising events and ticket sales through Facebook and Twitter. On
Facebook, the fundraising events and ticket sales were promoted through visual fliers. On Twitter, the fundraising events and ticket sales were promoted by using hashtags and tweeting about events, healthy diet and exercise and cancer prevention tips for college students preparing for spring break. (See Appendix E-13)
Evaluation
By having a donation-based incentive program and hosting two events, YMBI Agency raised a substantial amount of money for UCSA. A total of 133 donation tickets were sold. The Houndstooth donated $150 after the launch party, and $240 was raised from Party for a Purpose at Moes BBQ. All three fundraisers raised a total of $1,055, exceeding YMBIs objective.
21
Chapter Four
Expanding UCSAs Foundation for the Future

Introduction
To solidify UCSAs mission to provide scholarships and assistance to high school students and their families through its scholarship programs, YMBI proposes that the organization alter its mission statement to effectively describe UCSAs purpose. This will allow its staff members to easily and accurately portray the organization, and assist UCSA in forming a unified identity to be used in communication materials and face-to-face meetings. To fund UCSAs existing scholarship programs and future expansion, the organization must maintain a sustaining fundraising initiative. Although college students are not currently targeted by UCSA, YMBI believes that this target audience can become an essential source of support and funding. Because 79 percent of college students prefer to donate through special events, YMBI proposes that UCSA target college students through student organizations by developing an annual fundraising event and proposing that student organizations create similar events to increase awareness and funding for the organization. Since UCSAs mission is to provide support and assistance to high school students and their families, high school parents, faculty and administration should be a recurring audience for the organization. Because 65 percent of high school parents, faculty and administration believe that face-to-face communication is the most credible source of information, YMBI proposes that UCSA meet directly with this target audience and provide information about its mission and scholarship opportunities through Lees personal experience with cancer. For UCSA to reach its goals, a long-term, sustaining partnership with a successful local business is essential. By arranging meetings with local business owners and marketing associates, UCSA can pitch partnership plans to local businesses that will increase funding and awareness for the organization and create goodwill and a positive brand identity for the businesses. Because of the similar backgrounds of both clients in the spring 2013 Public Relations Campaigns class, YMBI also proposes a partnership between UCSA and My Monogram Closet to reach a greater audience. By collaborating to develop a cancer awareness product line, UCSA and My Monogram Closet can raise funds and awareness of both organizations in a positive and innovative way.
22

Mission Statement
In order to solidify UCSAs mission to provide scholarships to high school students through its scholarship programs, UCSA must have a concise and effective mission statement. According to the organizations website, UCSAs existing mission statement is, A very unique nonprofit which not only provides college scholarships but also, additional funding to the cancer surviving parent of the scholarship winner. We have two programs; Students of Survivors and Athletes Kickin Cancer. We are open to all 50 United States. One winner is selected annually for each program. However, it is our ultimate goal to award two scholarships per state annually with giving the additional financial award to the cancer surviving parent of the SOS winner. Although this statement contains vital information about the organization, UCSAs mission statement should be a short, concise statement that can be easily read and understood by members of the organizations target audience. Establishing a mission statement that is short, concise and effectively describes UCSAs purpose and mission will also allow staff members to more easily and accurately portray the organization. This will also assist UCSA in forming a unified identity and can be used in communication materials and face-to-face meetings to increase awareness and fundraising for the organization. YMBI proposes the following new mission statement for UCSA:
To provide college scholarships and additional assistance to
enrich the lives of those who have survived and been affected by cancer.
This mission statement does not include information about UCSAs specific scholarship programs as does the current mission statement; however, it describes the main purpose of UCSA and is easy to remember. Once someone hears this mission statement and is interested in the cause, they can then research more about either the Athletes Kickin Cancer and or Students of Survivors scholarship programs. Having a clear message of purpose and intent is vital to building relationships with donors, staff, scholarship recipients and volunteers.
23

College Students Objective 1: Increase awareness of UCSA to 3,000 college students in Tuscaloosa and Jefferson counties by May 31, 2014. Objective Two: Raise $3,000 for UCSA by creating an annual fundraising program for college students in Tuscaloosa and Jefferson counties by May 31, 2014. Strategy:
College students, aged 18-24, make up a generation called the millennials. According to the Pew Research Center, nearly 57 percent of millennials say that they have worked with a nonprofit in the past 12 months. Also, according to our research, 36 percent of college students are willing to donate $1$50 annually. Therefore, UCSA needs an annual fundraising initiative in order to receive donations from this audience more effectively and efficiently. Because 79 percent of college students prefer to donate through special events, YMBI plans to create a sustaining fundraising initiative for college students. By building strong relationships with student organizations on campuses in Tuscaloosa and Jefferson counties, UCSA can increase awareness of the organization and its scholarships, generate a positive perception and increase its funding. According to our research, only 18 percent of college students in our target areas are aware of UCSA. By partnering with college students through student organizations and helping them implement their own short-term fundraising and awareness campaigns, UCSA can increase awareness among this target audience. Many universities and colleges are located in Tuscaloosa and Jefferson counties, including Shelton State Community College, Stillman College, University of Alabama, University of Alabama at Birmingham, Samford University, Birmingham Southern University and Jefferson State College. Therefore, YMBI will seek partnerships with student organizations within these colleges by creating informational materials to pitch the partnership to the various groups. Ideal student organizations to pitch this partnership to include Greek organizations, health awareness and promotion groups, intramural sports teams and honor societies looking for community service. Because 99 percent of college students use Facebook, according to our research, YMBI will pitch partnerships to the various student organizations through the organizations Facebook page and to their organization leader. In addition, follow up phone calls will be made and direct mail letters will be sent because our research shows that most college students believe that social media is not a credible source. YMBI will compile a contact list of potential organizations who might be interested in helping UCSA, so this strategy can be easily implemented by UCSAs internal staff in the future (See Appendix G-1-G-4). After identifying groups that would be willing to develop a campaign to benefit UCSA, YMBI can provide the necessary materials, including a communication packet and a social media plan for them to use to develop their own unique events, initiatives and tactics (See Appendix E-15-E-19).

By utilizing previously created tactics and suggesting established partnerships with local businesses that have donated materials for previous fundraisers, students can easily implement their own campaigns without much assistance from UCSA. Many organizations already have fundraisers in place and often look for organizations to donate their time and money to helping. For example, many fraternities at the University of Alabama hold crawfish boils in the spring for a philanthropy of their choice. By providing information directly to fraternity and sorority presidents, UCSA provides an easy opportunity for partnerships in events similar to this example. In addition to providing the communication packet and sample social media plan, YMBI will pitch specific events to the partnering organizations that would encourage other college students to learn about UCSA. For example, because 71 percent of college students consume alcohol at special events, a bar crawl in the Birmingham area will be pitched to the student organizations as a sample fundraising event (See Appendix E-14). Because 76 percent of local business owners use email, bar owners would be asked to participate via email (See Appendix E-17). The participating bars will be asked to take donations at the door and when tabs are closed. Print materials about UCSA would be placed throughout the participating bars to encourage donations and increase awareness (See Appendix E-16). Local bands would be asked to play at the participating bars in support of UCSA and to provide entertainment to the bar patrons. Because 99 percent of college students use Facebook and 79 percent use Twitter, digital fliers could also be created to promote the bar crawl (See Appendix E-18). In addition, print fliers could be placed throughout college campuses in the Jefferson County area (See Appendix E-15). In addition to pitching to student organizations to hold their own fundraisers, YMBI will organize an annual sustaining fundraiser for these organizations. Based on our research, 87 percent of college students enjoy attending sporting events, 84 percent enjoy outdoor activities, and 71 percent consume alcoholic beverages at special events. These statistics lead to the assumption that at least $3,000 can be raised annually by implementing a team-based volleyball tournament. In order to incorporate college students in both Jefferson and Tuscaloosa counties, the tournament will be held at an outdoor venue in Birmingham. Students will be encouraged to register a team of 6-10 at a $25 entry fee. In addition, we will strategically set up a partnership with Jim N Nicks because of a previously established connection with their marketing director, as well as knowledge of Jim N Nicks existing philanthropy efforts. We will ask them to provide food and alcohol (in moderation) for the event, which will be sold to the participants and fans (See Appendix E-21). Because alcohol is being offered, transportation will also be provided to and from each college that has a team. As the tournament gains popularity each year, awareness of UCSA and donations for the organization will increase. In order to find teams to participate in the volleyball tournament, YMBI will pitch the event to various college student organizations at several campuses in Tuscaloosa and Birmingham (See Appendix E-25). Because 84 percent of college students receive their news through word-of-mouth, event fliers will be emailed directly to student organization leaders so it can be disseminated to the other members (See Appendix E-20). In addition, fliers will be sent directly to the organizations Facebook, Twitter, and other social networking accounts, because 96 percent of college students identified social media websites as their most used news source. We will also encourage registered teams to share via social media that they are participating in the event in order to reach their friends.

College Students Tactic 1: Develop a pitch email describing fundraising opportunities and information about UCSA to be distributed to student organizations and their leaders through their Facebook accounts and email addresses. (See Appendix E-14) For the Communication Packet: Tactic 2: Design sample fliers promoting the bar crawl and other events to be placed in popular places
on college campuses. (See Appendix E-15)
Tactic 3: Create push cards to be placed in participating bars during the bar crawl event to raise awareness of UCSA. (See Appendix E-16) Tactic 4: Develop a pitch email to send to bar owners in the Jefferson County area asking them to
participate in the bar crawl, explaining the importance of UCSA. (See Appendix E-17)
Tactic 5: Create digital fliers to promote the bar crawl through Facebook and Twitter. (See Appendix
E-18) Appendix E-19)
Tactic 6: Create a sample social media plan for student organizations to use for their campaigns. (See For the Volleyball Tournament: Tactic 7: Design digital fliers to promote the event through Facebook and to email
to student organization leaders. (See Appendix E-20)
Tactic 8: Create a pitch letter to provide to Jim N Nicks in person asking for
sponsorship and explaining the benefits of doing so. (See Appendix E-21)
Tactic 9: Write a formal letter to an outdoor venue asking for permission to hold the volleyball tournament. (See Appendix E-22) Tactic 10: Write a pitch letter to a charter bus company asking for a discount for transportation of the
teams from Birmingham and Tuscaloosa colleges. (See Appendix E-23)
Tactic 11: Create a to-do list for the planning and execution of the event. (See Appendix E-24) Tactic 12: Design registration packets for the teams that include sign up sheets, information about
UCSA and event details. (See Appendix E-25-E-27)
Tactic 13: Design a certificate for the winning team. (See Appendix E-28)
supplying tables, paper products, sports equipment, volunteers and other necessary items. (See Appendix E-29)
Tactic 14: Create pitch emails to send to local businesses asking them to sponsor the event by
26

Evaluation
UCSA should keep track of how many college student organizations show interest in holding individual fundraisers and how many actually agree to do so. In addition, UCSA should keep in touch with the organizations that hold fundraisers by inquiring how many people attended each event, how many social media hits the organization got, how many print materials were handed out, and how much money was raised. Noting how many organizations agree to do repeat fundraisers is also a significant evaluation tool. The success of the volleyball tournament should be gauged primarily by how many people participated. This includes the number of people who played, volunteered or donated materials to aid UCSA in the event. Second, the number of people the digital fliers reach should be kept track of through a social media statistics website such as HootSuite. Lastly, the amount of money raised through entry fees, food and alcohol is a strong indicator for the success of the event and ultimately the objective.
27

High School Parents, Faculty and Administration Objective: Increase awareness of UCSA among high school parents, faculty and administration in Jefferson County to 60 percent by May 31, 2014. Strategy:
Only 31 percent of high school administration, faculty and parents in Jefferson County is aware of UCSA. Based on this statistic, YMBI Agency believes that the organization should focus on increasing awareness of UCSA locally to build a strong foundation before expanding outward. Although only 31 percent of this target audience is aware of UCSA, research revealed that 80 percent of high school parents, faculty and administration are willing to donate money if they have a personal connection to the cause. Therefore, YMBI Agency proposes that UCSA directly provide information about its scholarship programs to Jefferson County high schools to increase awareness of the organization and its scholarship programs. According to YMBIs research, 75 percent of this target audience gets information about fundraising opportunities through word-of-mouth. If UCSA can increase awareness of its scholarship programs to this target audience, then there is an increased likelihood that high school parents, faculty and administration in Jefferson County will increase awareness of the organization within the community through positive word-of-mouth. According to YMBIs research, 65 percent of high school administration, faculty and parents believe that face-to-face communication is the most credible source of information. By creating informational packets about UCSA and its scholarship programs that are hand-delivered to high school administration, UCSA can increase awareness amongst this target audience most effectively (See Appendix E-30-E-32). Based on this statistic, YMBI Agency also proposes that UCSA CEO and founder Patricia Lee arrange speaking engagements with local high schools to increase credibility of UCSA and awareness among this target audience.
Tactic 1: Create a UCSA fact sheet to include in information packet to provide the high schools with general information about the nonprofit and its scholarships. (See Appendix E-30) Tactic 2: Design a UCSA contact push card with all of the nonprofits social media accounts, website,
URL, email address and phone number. (See Appendix E-31)
Tactic 3: Create a formal letter to high school administration from the founder, Patricia Lee, explaining the scholarship eligibility, application process and the nonprofits background to be included in the information packet. In addition, the letter will contain a request to speak about her experience with cancer to parents, faculty and administration. (See Appendix E-32) Tactic 4: Create an email from UCSA inviting parents, faculty and staff to nominate children who may
be eligible for the available scholarships to be disseminated through email. (See Appendix E-33)

Tactic 5: Design a UCSA-themed magnet with the schools varsity football schedule to give to parents.
(See Appendix E-34)
Tactic 6: Write a formal letter to parents detailing UCSA and its scholarship programs to go along with magnets to be sent home with students. (See Appendix E-35) Tactic 7: Develop an outline of talking points to provide to Ms. Lee for potential speeches she will give
to high school parents, faculty and administration. (See Appendix E-36)
Evaluation
By sending information home with parents and requesting meetings with faculty and administration,, UCSA should be able to reach many high schools in the Jefferson County area. UCSA should keep track of the number of meetings administration agrees to schedule, a head count of people who attend the meetings, and how many magnets/letters are sent home to parents. Ultimately, the number of scholarship applicants and nomination letters is the greatest indicator of the success of this objective.
29

Local Businesses Objective 1: Establish a long-term, sustaining partnership with a business headquartered in Birmingham, Ala. by May 31, 2014. Strategy:
In order to increase awareness of UCSA and its scholarship programs and present the opportunity for fundraising initiatives, it is crucial that UCSA form partnerships with businesses located in Birmingham, Ala. According to YMBI Agencys research, 95 percent of businesses in Jefferson County believe that nonprofits are important to their communities, and there are many businesses in the city of Birmingham and surrounding areas, increasing UCSAs chances of forming a partnership. Research also revealed that 50 percent of local businesses in Jefferson County donate to nonprofits several times a year. To assist the organization in building a strong foundation locally before focusing on reaching its ultimate goal of national expansion,YMBI Agency believes that UCSA should seek partnerships with businesses located in Birmingham, Ala. Since UCSA is also headquartered in Hoover, Ala., seeking a partnerships with businesses in Birmingham would also be the most accessible for the nonprofit. In a Fox Business News article, Mary Rosenbaum explains that according to a 2010 study conducted by Cone Inc., 90 percent of consumers want to know what cause a business supports, and 79 percent of consumers would switch to a brand associated with a good cause. Thus, YMBI Agency will choose three businesses for UCSA to contact regarding its desire to create a partnership. These businesses will be chosen based on the alignment of their existing philanthropic efforts with UCSAs cause; however, new businesses who could benefit from a partnership with a local nonprofit to increase awareness and reach its target demographic will also be considered. According to an article written by Danielle Sonnenberg on TheStreet.com, a leading digital financial media company, corporate sponsors you depend on for funding are primarily interested in what you can do for them. In order to successfully create a partnership with a business, Sonnenberg explains that nonprofits should seek long-term partnerships that align with the companys existing goals and mission. YMBI will create a proposal packet for UCSA President Patricia Lee and/or Director of Public Relations Alex Avram to present to business owners or managers in face-to-face meetings (See Appendix E-45-E-48). According to Sonnenberg, it is best to leave the businesses with printed materials while utilizing face-to-face communication about the benefits of a partnership. This could lead to further awareness of the nonprofit, possible fundraising through donations, and, most importantly, the possibility of a long-term, sustaining partnership. As Rosenbaum also pointed out, donating or contributing to a local cause is also beneficial for businesses, so materials will focus on how the partnership will benefit the business as well as UCSA.
30

scholarship programs and requests a meeting to discuss the possibility and benefits of sponsorship. (See Appendix E-37-E-39) pitch letter to businesses. (See Appendix E-40)
Tactic 1: Develop a pitch letter to send to businesses that provides information about UCSA and its
Tactic 2: Create a fact sheet about UCSA, its mission, and scholarship programs to be included with Tactic 3: Develop talking points to be used during follow-up telephone call to businesses, confirming receipt of pitch letter and fact sheet and requesting a meeting to discuss the possibilities and benefits of sponsorship. (See Appendix E-41) Tactic 4: Develop a follow-up email to send to businesses, confirming receipt of pitch letter and fact
sheet and requesting a meeting to discuss the possibilities and benefits of sponsorship. (See Appendix E-42-E-44)
Tactic 5: Develop a proposal letter that outlines the mutual benefits and different options for
sponsorship to leave with businesses after face-to-face meetings. (See Appendix E 45-E-47)
Tactic 6: Create an information sheet that contains the options for sponsorship in a two-tier model to leave with businesses after face-to-face meetings. (See Appendix E-48) Tactic 7: Develop talking points to be used during face-to-face meetings with businesses.
(See Appendix E-49)
Tactic 8: Develop a thank you letter to send to businesses after meeting. (See Appendix E-50-E-52) Evaluation
By strategically targeting local businesses and tailoring tactics to each, UCSA should be able to form at least one partnership with a business in Birmingham. Evaluating this objective will be simple. Keeping track of the number of meetings with businesses, and ultimately how many go forward with the partnership are the key indicators.
31

Local Businesses Objective 2: Raise $750 through an annual partnership with Southern Charm Monogramming Co. by utilizing consumers in Tuscaloosa and Clark counties by May 31, 2014. Strategy:
In order to increase funds for both organizations, a partnership between Southern Charm Monogramming Co. (SCMC) and UCSA will be formed in honor of both founders cancer survival backgrounds. According to the previously mentioned Fox Business News article, 79 percent of consumers said they would switch to a brand that is associated with a good cause, and 83 percent said they wish more of the products and services they purchase and retailers they use would support good causes. Based on these statistics, SCMC will develop a cancer awareness line of monogrammed products to support UCSA. Because of SCMC founder Ashley Taubes battle with pancreatic cancer in 2012, the partnership will be promoted throughout the month of November, Pancreatic Cancer Awareness Month. During this month, 20 percent of the sales from the cancer awareness line will go directly to UCSA. The products will be sold on the SCMC website and on UCSAs Charity Auction Bay to reach both of the organizations supporters effectively. Because our research shows that most of the target audiences use email as a source of news and information, an email blast will also be sent to supporters of both organizations announcing the partnership and the campaign (See Appendix E-58). The collaboration will be introduced and promoted through an Im Thankful digital media campaign. This promotion will communicate a message that SCMC and UCSA are partners in supporting cancer survivors. A blog will be created that will feature stories of cancer survivors of various ages and various types of cancer (See Appendix E-53-E-55). Past UCSA scholarship recipients will be asked to share their stories in order to maintain positive relationships. The blog will also provide information about both organizations and pictures of the partnership line. YMBI has also created a social media plan for UCSA to follow to disseminate information about the partnership and sale through digital fliers placed on Facebook (See Appendix E-59).The hash tag #ImThankful will be used across social media platforms throughout the promotion. According to Blue Ribbon Consulting, the agency who represents SCMC, research shows that 66 percent of mothers use the radio two or more times a week as a source of news and information. In addition, 71 percent find radio to be a credible source of news and information. These statistics reveal that it would be beneficial for SCMC and UCSA to run a radio news release for the Im Thankful campaign, as mothers are a target audience for both organizations (See Appendix E-60).
32

Tactic 1: Create a blog to feature cancer survivor stories during the month of November to promote the #ImThankful campaign and the cancer awareness product line. (See Appendix E-53-E-55) Tactic 2: Create digital fliers to be disseminated via Facebook to promote the partnership and sale.
(See Appendix E-56-E-57)
the partnership. (See Appendix E-58)
Tactic 3: Develop an email blast to send to current supporters of SCMC and UCSA, notifying them of Tactic 4: Develop a social media campaign using the Im Thankful theme to share survival
stories and promote the partnership through Facebook. (See Appendix E-59)
Tactic 5: Create a radio PSA to be aired on strategic radio stations to encourage sales and
awareness of the partnership. (See Appendix E-60)
Evaluation
In order to measure the success of the partnership with SCMC, UCSA should keep track of how many unique views the Im Thankful blog receives using Wordpress analytics. In addition, Twitonomy should be used to see how many people the social media campaign reached to gauge awareness. Most importantly, the total amount of revenue that the partnership line generates should be used to determine if the objective was reached.
33
Chapter Five
Implementation Budget
Publix Gift Card Unit Price Quantity 25.00 2 Subtotal 25.00 Tax 0.00 Total 50.00
Publix $50.00
Target $21.78
Target Towel
Unit Price Quantity 19.99 1
Subtotal 19.99
Tax 1.79
Total 21.78
Weebly Flash Website
Unit Price Quantity 9.75 1
Subtotal 9.75
Tax 1.86
Total 22.56
Crimson Copies Unit Price Quantity Brochures 0.50 50 Push Cards 0.39 150 Kinkos Fliers 0.69 30
Subtotal 29.50 58.50 20.70
Tax 2.65 5.26 1.86
Total 32.15 63.76 22.56
Printing $118.47
Budget Total $200
34
Proposed Long-Term Budget

Thrasher Brothers Unit Price Quantity Subtotal Bus (56 people) 800 1 1,600
Office Supplies $23.13

Walmart 8x11 Winners Certificate Frame Thank You Cards - 50ct Unit Price Quantity Subtotal 1 1 1 21.99 6.14 8.00 6.14 8.00
Manila Clasp Envelope - 100 per box 21.99
Stamps $23.00 Magnets $36.30

VistaPrint Magnets
USPS Stamps
Unit Price Quantity Subtotal 0.46 50 23.00
Unit Price Quantity Subtotal 0.18 200 36.30
Printing $261.29
Kinkos Pitch Packet: College Student Organizations Pitch Packet: Local Businesses Pitch Packet: High School Administration Winners Certificate Push Cards Fliers
Unit Price 4.50 3.50 4.00 0.89 0.59 0.69
Quantity 10 3 20 1 200 10
Subtotal 45.00 10.50 80.00 .89 118.00 6.90
Budget Subtotal $1,956.72
Tax $176.10
Budget Total $2,132.80
35
Short-Term Campaign Timetable

January
2013
February
January 14: YMBI Agency was formed. 16: Group meeting to begin initial research 18: Group meeting to analyze secondary research 23: Group meeting to plan primary research 28: Initial client meeting February 1: Primary research proposal turned in 4: Finalized questionnaire and target audiences 8: Launched questionnaire 18: Analyzed results from questionnaire 20: Met to complete campaign proposal 22: Objectives and strategies were decided 24: Met with business owners to plan prize packages
March
26: Campaign update meeting 28: Met with bar owners and venue managers
March 2: Finalized awareness table locations and began developing tactics 6: Met to finalize prize packages and critique tactics 8: Finalized tactics 10: Launched flash website 12: Submitted initial blogs to flash website 14: Group meeting to finalize campaign details 15: Campaign launch event at The Houndstooth; social media efforts began 16: Met as a group to evaluate; blogged about event 18: Awareness table event at the University Recreation Center; met as a group to evaluate and blog about event 19: Awareness table event at the Ferguson Center, Day One 20: Awareness table event at the Ferguson Center, Day Two; blogged about event 21: Final awareness table event at the University Recreation Center; met as a group to evaluate and blog about events 22: Drew names of prize package winners; wrote the evaluation for the fundraisers
36
Long-Term Campaign Timetable

Week 1: Update mission statement on website and Facebook.
June
Week 2: Contact local outdoor venues via email to reserve outdoor space for volleyball tournament. Week 3: Contact charter bus company for volleyball tournament to ask for discounted cost of services. Week 4: Begin pitching to local businesses about partnership. Week 1: Begin contacting student organizations via email to tell them about volleyball tournament.
August
Week 2: Finalize volleyball tournament venue. Week 3: Send pitch emails to student organizations describing fundraising opportunities at targeted colleges. Week 4: Contact Ashley Taube of Southern Charm Monogramming Co. requesting partnership in November
2013
November July
Week 1: Order magnets to distribute to high school parents. Week 2: Follow up with businesses about partnership opportunities. Week 3: Schedule meetings with businesses about partnership. Week 4: Send thank you cards to any businesses that agreed to have meetings. Week 1: Update Facebook cover photo to advertise partnership with Southern Charm Monogramming Co and begin blogging. Disseminate digital fliers. Week 2: Contact scholarship recipients for survivor stories in blog and release PSA. Week 3: Continue blogging for partnership campaign. Week 4: Wrap up partnership campaign.
37
Long-Term Campaign Timetable

Week 1: Evaluate the success of the partnership with Southern Charm Monogramming Co. Week 2: Follow up with student organizations regarding volleyball tournament and fundraisers. Week 3: Keep promoting fundraisers with college student organizations. Week 4: Pitch to new businesses about partnership opportunities.
April
December February
Week 1: Secure volunteers to act as referees for the volleyball tournament. Week 2: Finalize transportation schedule with charter bus company. Week 3: Determine volleyball tournament bracket.
Week 1: Hold the volleyball tournament. Week 2: Evaluate the success of the volleyball tournament. Week 3: Send thank you notes to all who participated in the volleyball tournament.
2014
January
Week 4: Secure volunteers for setup and event.
Week 1: Purchase any necessary items that may not have been donated for the volleyball tournament. Week 2: Send reminder emails to student organizations about date, location, time and fees for volleyball tournament. Week 3: Disseminate information about volunteer opportunities for the volleyball tournament via Facebook. Week 4: Finalize registration and bracket schedule for volleyball tournament.
Week 1: Mail registration packets to student organizations that have expressed interest in participating in the volleyball tournament. Week 2: Continuing meeting with high school administration. Week 3: Follow up with businesses about partnership opportunities. Week 4: Continue promoting volleyball event.
March
Week 1: Evaluate success of partnerships with local businesses. Week 2: Send thank you notes to student organizations who held fundraisers. Week 3: Evaluate success of student organizations fundraising efforts.
May
38
Appendices
Reference List
http://millionvoicesagency.wordpress.com/ http://www.tuscaloosanews.com/article/20121115/news12/121119863 http://www.prweb.com/releases/2008/10/prweb1525534.htm https://www.facebook.com/StudentsOfSurvivorsInc/timeline http://www.workplay.com http://acsevents.org http://komenncalabama.org http://quickfacts.census.gov/qfd/states/01/0177256.html http://factfinder2.census.gov/bkmk/table/1.0/en/ACS/11_5YR/DP02/1600000US0177256 http://www.onlinetuscaloosa.com/media.html http://www.mondotimes.com/1/world/us/1/56 www.theplanetweekly.com http://www.dchsystem.com/body.cfm?xyzpdqabc=0&id=36918&action=list http://tuscaloosaweb.com/media/ http://www.apr.org/about-us https://www.facebook.com/americancancersocietybirmingham?ref=ts&fref=ts http://main.acsevents.org/site/TR/CommunityFundraisingPages/CFPFY10Mid-South?sid=105703&type=fr_informational&pg=informational&fr_id=26322 https://www.facebook.com/events/196533257112088/ http://ww5.komen.org/AboutUs/AboutUs.html http://www.ua.edu/quickfacts/know.html http://www.apa.org/news/press/releases/stress/2012/generations.aspx http://www.huffingtonpost.com/arianna-huffington/millennials-stress_b_2718986.html http://www.tcss.net http://www.jefcoed.com http://www.cancer.org/cancer/cancerbasics/questions-people-ask-about-cancer http://hbswk.hbs.edu/item/2489.html http://www.forbes.com/pictures/eemh45egmjj/5-tuscaloosa-ala/ http://www.forbes.com/places/al/tuscaloosa/ http://smallbusiness.foxbusiness.com/marketing-sales/2012/01/31/philanthropy-and-small-business-win-win-situation/ http://www.thestreet.com/story/10392717/3/how-to-get-sponsorship-for-your-nonprofit.html
A-1
Demographics for Tuscaloosa & Jefferson Counties

Tuscaloosa County According to the 2011 U.S. Census Bureau, Tuscaloosa has a population of 91,605, making it the fifth largest city in Alabama. The female population accounts for approximately 51.9 percent, and the male population accounts for 49.1 percent. In 2010, Tuscaloosa consisted of 53.8 percent Caucasian, 41.5 percent African American, 3 percent Hispanic and 1.8 percent Asian. According to the U.S. Census Bureaus 2007-2011 American Community Survey 5-Year Estimates, there were 71,818 people, aged 18 and over; 59,564 people, aged 21 and over; 11,173 people, aged 62 and over; and 9,486 people, aged 65 and older in Tuscaloosa. There were 17,373 family households and 14,611 nonfamily households. The average household size was 2.54, and the average family size was 3.31. The population of residents aged 16 and over, who was employed, was 74,075. The median household income was $34,359, and the mean household income was $54,033. Race: White: 67.3% Black: 30% Hispanic/Latino: 3.1% Asian: 1.3% American Indian and Alaska Native: 0.3% White (Not Hispanic): 64.6% Person reporting two or more races: 1% Jefferson County According to the 2011 U.S. Census Bureau, Jefferson County has a population of 658,931 residents. The female population accounts for 52.7 percent, and the male population accounts for 47.3 percent. In 2011, the Jefferson County population consisted of 54.7 percent Caucasian, 42.3 percent African American, 4 percent Hispanic and 1.5 percent Asian. There were 170,207 family households, and the average persons per household was 2.48. According to the U.S. Census Bureaus 2007-2011 American Community Survey 5-Year Estimates, there were 502,252 people, aged 18 and over; 475,515 people, aged 21 and over; 104,316 people, aged 62 and over; and 86,037 people, aged 65 and older in Jefferson County. There were 170,207 family households, and the average persons per household were 2.48. In 2011, the median household income was $58,813. Race: White: 54.7% Black: 42.3% Hispanic/Latino: 4.0% Asian: 1.5% American Indian and Alaska Native: 0.4% White (Not Hispanic): 51.4%
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Media Outlets for Tuscaloosa & Jefferson Counties

Tuscaloosa County Print Media According to TuscaloosaWeb.com, Tuscaloosas major daily newspaper is The Tuscaloosa News. Tuscaloosa Magazine and Tidesports.com are also affiliated with the newspaper. The Birmingham metro areas major newspaper is The Birmingham News. Also serving the Tuscaloosa community is The Crimson White (CW), UAs student-operated newspaper. The CW is published four times per week during the academic year and weekly during the summer. Normally, 15,000 copies are distributed per publication of the CW. Along with newspapers distributed throughout the Tuscaloosa and Birmingham area, there is also a variety of magazines. These magazines include Alabama Heritage Magazine, Birmingham Magazine and Birmingham Business Journal. Southern Progress is also based out of Birmingham, Ala., and distributes Southern Living, Cooking Light, Health, Sunset and Coastal Living. Broadcast Media & Radio Tuscaloosa is part of the Birmingham-Tuscaloosa-Anniston television market, which is the 40th largest in the nation. All major networks have a presence in the market. The television stations serving the Birmingham-Tuscaloosa-Anniston area are ABC 33/40-TV, FOX 6 WBRC-TV, CBS-42 WIAT-TV and NBC-13 WVTM-TV. UA also operates WVUA7-TV and WVUA-FM 90.7 The Capstone from its College of Communication and Information Sciences. Alabama Public Radio (APR), the states largest public radio network, is also based out of Tuscaloosa, Ala., and is operated by UA. Alabama Public Radio serves the western half of the state of Alabama including Tuscaloosa, parts of the Birmingham metro, and portions of west and central Alabama. Clear Channel Communications and Cumulus Media Networks both own and operate a number of the radio stations throughout the Tuscaloosa-Birmingham area as well. Jefferson County Print Media According to Alabama Media Group, The Birmingham News is Alabamas largest newspaper. It retains the largest media reach in the Birmingham Metro area, reaching over 439,000 readers each week. The Wednesday edition of The Birmingham News features six subregional sections named East, Hoover, North, Shelby, South and West that cover news stories from their corresponding areas. The North Jefferson News is a newspaper based in Gardendale, which is published every Wednesday and has a circulation of 3,000. The papers coverage area includes Gardendale, Fultondale, Morris, Kimberly, Thafford, Bagley, Corner and Hayden. Other publications similar to The North Jefferson News include The Leeds News and The Western Star (Bessemer). Another form of print media in Jefferson County is Birmingham Magazine. According to the magazines media kit, the readers of Birmingham Magazine are mostly affluent and college-educated. In 2011, Scarborough Research discovered that 79 percent of Birmingham Magazines readers have attended college, and the median household income is $89,000.
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Demographics for Tuscaloosa & Jefferson Counties

Broadcast Media and Radio Similar to Tuscaloosa County, Jefferson County is also part of the Birmingham-Anniston-Tuscaloosa television market, which is the nations 40th largest. All major networks have a presence in the market. The television stations serving the Birmingham-Tuscaloosa-Anniston area are ABC 33/40-TV, FOX 6 WBRC-TV, CBS-42 WIAT-TV and NBC-13 WVTM-TV. Over 45 radio stations serve the Jefferson County market, claiming the nations 56th largest radio market. Major broadcasting companies who own stations in this market are Clear Channel, Cox Radio, Citadel Broadcasting and Crawford Broadcasting. The Rick and Bubba Show, which is syndicated to over 25 stations primarily in the Southeast, plays on Jefferson Countys WZZK-FM. Jefferson County is also home to WJOX, which is syndicated and carried nationwide on Sirius digital radio. The worlds largest Catholic media outlet and largest religious network of any kind, EWTN (Eternal World Television Network), operates in Jefferson County, broadcasting to approximately 150 million homes worldwide. WZGX (1450 AM) operates within Bessemer and broadcasts Spanish language programming and music aimed at the growing Hispanic population of Jefferson County. It also broadcasts high school football games on Friday night.
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Outside panels of UCSA brochures
Short-Term Tactics
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Inside panels of UCSA brochures
Inside of Brochures
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UCSA pushcard
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Outside panels of BHBC13 brochures
Inside panels of BHBC13 brochures
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BHBC13 flash website
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Sample BHBC13 blog post
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BHBC13 Social Media Plan
Agency: Young Minds, Big Ideas Agency (YMBI) Client: United Cancer Survivors of America, Inc. Campaign Goals 1. To establish awareness and a positive perception of UCSA, Inc. and its new brand identity in Tuscaloosa and Jefferson counties. 2. To raise funds for UCSA and its scholarship programs. 3. To raise awareness of cancer while promoting healthy habits to college students the week before spring break. Target Audiences College Students Social Media Platforms 1. Facebook 2. Twitter 3. Wordpress 4. Pinterest Month: March Events and Promotions 1. Gymnastics Meet Awareness Table 2. Spring Break Prize Package raffle 3. Motivation Monday, Turn it up Tuesday, Wellness Wednesday, Tone it up Thursday awareness tables 4. Break Habits, Beat Cancer Kickoff Party at Houndstooth on March 16, 2013 5. Party for a Purpose at Moes BBQ on March 21, 2013 Key Themes and Messages 1. Healthy lifestyle choices today can help prevent cancer tomorrow. 2. Donate $5 to UCSA for your chance to win a Spring Break Prize Package from YMBI. 3. Promote cancer fighting foods and healthy exercising. 4. Promote events that will raise funds for UCSA.
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Sample Messages Platform #1: Twitter 1. Is that dessert tempting you? Dont cave! Try a glass of Silk Soy Chocolate Milk instead! 2. Its #MotivationMonday and only 6 days away from SB13! Stay motivated. Youre almost there 3. Everyone check out our prize packages you can win on our website. Bhbc2013.com 4. Apples, green tea, coffee, blueberries, whole grains #CancerFightingFoods 5. Come see us at the gymnastics meet tomorrow night to learn more about #UCSA! Platform #2: Facebook 1. Post flier of our weekly events 2. Post flier of BHBC Kickoff Party 3. Post flier of Party for a Purpose 4. Post link to website 5. Post link to blog Platform #3: Pinterest 1. Motivation Monday board included inspirational quotes about staying healthy. 2. Turn it Up Tuesday board included songs to listen to on Spring Break. 3. Wellness Wednesday board was comprised of healthy recipes and cancer fighting foods. 4. Tone it up Thursday board included work out and exercise tips. 5. Skin Care board was comprised of sunscreen home remedies and facts about skin cancer. 6. Beat Cancer board consisted of public figures that had battled cancer and inspirational quotes about overcoming cancer. 7. Little Victories was a board dedicated to recipes for sweets since everyone needs to reward themselves after a great work out. Platform #4: Wordpress 1. Blog about YMBI and our goal in promoting UCSA 2. Blog informing people about seeing us at the gymnastics meet. 3. Blog about eating disorders. 4. Blog about how to fix a healthier plate. 5. Blog about the work out craze from a mans perspective. Schedule Posts to each platform began March 11, 2013 in order to get the word out about BHBC and garner followers for our campaign. The week that was dedicated to building an audience consisted of 3 to 4 Tweets a day and roughly 1 blog post a day. Posts were scheduled to take place mostly between 9 a.m. and 3 p.m. According to online research, this was the time frame in which most people were likely to not only check their social media, but also interact with it (i.e. click, favorite, like, retweet, etc.) During implementation week, which began March 18, 2013, 3 to 4 Tweets were sent out a day and two blogs were posted per day. Fliers were posted on our Facebook event page in order to promote our events. Our Pinterest page was also launched during implementation week. The Pinterest consisted of 7 boards that were created to inform our audience of how to stay healthy and prevent cancer.
BHBC13 Social Media Plan
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Sample Facebook posts and tweets
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BHBC13 Print Event Fliers
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BHBC13 Print Event Fliers
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BHBC13 Donation Ticket
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BHBC13 Digital Event Flier
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Pitch Email to Student Organizations
To: Student Organizations From: Alex Avram <PR@UnitedCancerSurvivorsofAmerica.org> Subject: Philanthropy/Volunteer Opportunity Dear President [Name], My name is Alex Avram, and I am the director of public relations for United Cancer Survivors of America Inc. (UCSA). United Cancer Survivors of America (UCSA) is a unique 501(c)(3) nonprofit located in Hoover, Ala., and our mission is to provide college scholarships and assistance to enrich the lives of those who have survived or been affected by cancer. To achieve this, UCSA awards two scholarships per year through its Athletes Kickin Cancer and Students of Survivors scholarship programs. Through the Athletes Kickin Cancer scholarship program, UCSA awards a $1,000 scholarship to one high school senior that has battled cancer during his or her four years of high school while competing in a sport. Through the Students of Survivors scholarship program, UCSA awards a $1,000 scholarship to one high school senior whose parent has battled and survived cancer sometime during the students four years of high school. In addition, this program provides $1,000 in matching funds to assist the recipients family with medical costs. There are many different opportunities to raise awareness and funds for UCSA, and we would like to give your organization the opportunity to hold its own fundraiser to support UCSA. If this sounds like something your organization would be interested in doing or are currently looking for an organization to hold a fundraising event for, please contact me, and I can send you more information about UCSA and an information packet to help you plan your event. Please let me know if you have any questions or concerns, and I would be happy to assist you in any way that I can. Thank you for your time, and I hope you will consider holding a fundraising event to benefit a wonderful, local cause. Sincerely,
Public Relations Coordinator United Cancer Survivors of America, Inc. To learn more about UCSA, visit www.unitedcancersurvivorsofamerica.org. Stay connected with UCSA: United Cancer Survivors of America Inc.
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The University of Alabama at Birmingham presents
Birminghams Five Points South
benefitting
Saturday, June 1, 2013 8 p.m. - 2 a.m. Pick up your wrist band and drink card at Mellow Mushroom and start the crawl! Make sure to get your free drink and check out drink specials at all of these great locations: Mellow Mushroom Pizza Blue Money Lounge World of Beer Daves Pub The J. Clyde Innisfree Basecamp The Saloon
Tickets available for purchase at the door for $40 or in advance for $35 at unitedcancersurvivorsofamerica.org
Sample Event Flier for Student Organizations
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to provide college scholarships and additional assistance to enrich the lives of those who have survived and been a ected by cancer.
United Cancer Survivors of America Inc. is a 501(c)(3) nonpro t based out of Hoover, Ala. UCSA Inc. was created in Dec. 2012 by Patricia Lee and is a merger of Lees two previous organizations, Athletes Kickin Cancer and Students of Survivors. United Cancer Survivors of America (UCSA) awards one high school student athelete per year
The Champion of Life recipient receives a
$1,000
scholarship to go toward tuition, books or expenses at the college of their choice.
the Champion of Life Scholarship

for battling cancer while competing in sports.
Back
If you would like to volunteer to help with one of our events of would like to hold a fundraising event for UCSA, please contact UCSA at Volunteers@UnitedCancerSurvivorsof America.org.
United Cancer Survivors of America (UCSA) awards
the Students of Survivors (SOS) Scholarship

to a high school senior whose parent has battled cancer sometime during the students four years of high school.
The SOS Scholarship recipient is awarded a $1000 scholarship for tuition, books or expenses to the college of their choice. The recipients parent is also awarded matching funds to assist with medical bills and treatment costs.
Ports of Call
1. Mellow Mushroom Pizza - Pirate Rum Runner 2. Blue Money Lounge - Blue Monkey shot 3. World of Beer - draft beer 4. Daves Pub - Jack Sparrows tea 6. Innisfree - Bootlegger shot 7. Basecamp - well drink 8. The Saloon - baby bomb 5. The J. Clyde - The Pacific Manhattan
Tweet @UCSA #PiratePubCrawl to receive $1 off your drink at these locations
Front
Sample Event Puschard for Student Organizations
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To: Local Bar Owners From: [Student Organization] Subject: UCSA Bar Crawl Dear [Bar Owner Name], My name is [Insert Student Org. Name Contact], and I am the [Officer Name] for [Student Organization Name] and would like to tell you about a wonderful nonprofit organization and how [Bar Name] can help in enriching the lives of those who have survived or been affected by cancer. United Cancer Survivors of America (UCSA) is a 501(c)(3) nonprofit located in Hoover, Ala., and their mission is to provide college scholarships and assistance to enrich the lives of those who have survived or been affected by cancer. To achieve this, UCSA awards two $1,000 scholarships per year through its Athletes Kickin Cancer and Students of Survivors scholarship programs. In order to raise awareness of UCSA, [Student Organization Name] is organizing a bar crawl that will take place on Friday, March 5. In order to make this bar crawl successful, we need the help of local bar owners like you. Would you be willing to allow your bar to be a venue for this event? Before the bar crawl, posters and push cards will be provided to place inside of each participating bar. All advertising and promotion for the event would be taken care of by [Student Organization Name] members and volunteers. The only thing we ask of bar staff is to ask for donations when guests close their tab. Please let me know if you would be willing to participate in this event. If you have any questions or concerns, please let me know. I can also be reached by phone at (205) 555-5555. Thank you for your time, and I hope you will consider participating in this event benefitting a wonderful, local cause. Kind Regards, [Signature] [Student Organization Name] [Phone Number] [Email Address] To learn more about UCSA, visit www.unitedcancersurvivorsofamerica.org.
Sample Pitch Email to Local Businesses for Student Organizations
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The University of Alabama at Birmingham presents
Birminghams Five Points South
benefitting
Saturday, June 1, 2013

8 p.m. - 2 a.m. Pick up your wrist band and drink card at Mellow Mushroom and start the crawl! Make sure to get your free drink and check out drink specials at all of these great locations: Mellow Mushroom Pizza Blue Money Lounge World of Beer Daves Pub The J. Clyde Innisfree Basecamp The Saloon
Tickets available for purchase at the door for $40 or in advance for $35 at unitedcancersurvivorsofamerica.org
Sample Digital Event Flier for Student Organizations
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Sample Social Media Plan for Student Organizations
Campaign Goals 1. To establish awareness and a positive perception of UCSA Inc. and its new brand identity in Tuscaloosa and Jefferson counties. 2. To raise funds for UCSA and its scholarship programs. Target Audiences College Students Social Media Platforms 1. Facebook 2. Twitter Month: March Events and Promotions 1. Pirate Pub Crawl Key Themes and Messages 1. Describe UCSA and its scholarship programs. 2. Promote Pirate Pub Crawl and the bars it will be held at. 3. Promote ticket sales and drink specials. Sample Messages Platform #1:Twitter 1. Only one week until the Pirate Pub Crawl. Purchase your tickets today! #UCSA 2. Tonight is the night! Pick up your wristband at Mellow Mushroom at 8 p.m. to start the pub crawl. #UCSA 3. Learn more about UCSA here: www.unitedcancersurvivorsofamerica.org. 4. Mellow Mushroom, Daves Pub, Basecamp, The Saloon #PiratePubCrawl #UCSA 5. Support @UABSGA and #UCSA. Buy your ticket to the 2013 Pirate Pub Crawl today! Platform #2: Facebook 1. Post flier promoting Pirate Pub Crawl. 2. Post link to UCSA website. 3. Post link to Twitter page. 4. Post pictures of people at the event while it is taking place. 5. Post a thank you to all who participated in the event. Schedule April 1-6: Begin tweeting from UAB SGA account and create a Facebook Page for the Pirate Pub Crawl. April 7-13: Promote ticket sales and general information about UCSA on Twitter and Facebook. April 14-20: Provide details about the event, as well as posting digital fliers. April 21-May 1: Heavy promotional push for the event. Live tweet pictures during the event. May 2: Announce how much money the event raised for UCSA and thank everyone who participated.
Long-Term Tactics
Digital Flier for Volleyball Tournament
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Pitch Letter to Jim N Nicks
October 4, 2013 Agatha Pihakis, Local Store Marketer Jim N Nicks BBQ 3755 Corporate Woods Drive Vestavia Hills, AL 35242 Dear Ms. Pihakis, My name is Patricia Lee, and I am the founder of United Cancer Survivors of America Inc. (UCSA). I would like to commend your business for consistently giving back to the community and setting an example of servant leadership. As someone who operates a nonprofit organization, I am inspired by the amount of assistance Jim N Nicks offers communities around Alabama. United Cancer Survivors of America (UCSA) is a 501(c)(3) nonprofit located in Hoover, Ala., and our mission is to provide college scholarships and assistance to enrich the lives of those who have survived or been affected by cancer. To achieve this, UCSA awards two scholarships per year through its Athletes Kickin Cancer and Students of Survivors scholarship programs. Please see attached fact sheet for more information about UCSA and its scholarship programs. In order to raise awareness of UCSA, we are hosting an outdoor volleyball tournament in Birmingham that will take place on April 5, 2014. College students from both Jefferson and Tuscaloosa counties will be participating, and since so many college students love eating Jim N Nicks, we were hoping you would help us in this opportunity to raise money for a wonderful cause. By assisting UCSA in this fundraising event, Jim N Nicks would have the opportunity for engagement with its young customers and to sustain positive relationships with the nonprofit community. All advertising and promotion for the event would be taken care of by UCSA staff and volunteers. If you would be willing to assist us with this fundraising event or have any questions or concerns, please contact me at 205-790-0366 or by email at Founder@UnitedCancerSurvivorsofAmerica.org. Thank you for your time, and I hope you will consider participating in this event to further enrich the lives of those who have survived or been affected by cancer. Kind Regards,
Patricia Lee
Patricia Lee UCSA Founder & CEO
Long-Term Tactics
Pitch Letter to Tournament Venue
August 3, 2013 Berkley Squires Homewood Parks and Recreation 1632 Oxmoor Road Homewood, Alabama 35209 Dear Mr. Squires, My name is Alex Avram, and I am the director of public relations for United Cancer Survivors of America Inc. (UCSA). UCSA is a unique 501(c)(3) nonprofit based out of Hoover, Ala., that offers two scholarships per year to a high school student athlete who has survived cancer and a student whose parent(s) has survived cancer. UCSAs goal is to become a nationally recognized nonprofit, but first, we must establish strong roots in the state of Alabama. In order to raise awareness of UCSA, we are organizing an outdoor volleyball tournament. To make this event possible, we want to ask your permission for the tournament to be held at one of Homewood Parks and Recreations facilities. UCSA will be responsible for providing the equipment needed to host a volleyball tournament. Please let me know if you would be willing to help us make this charitable event a reality. If you have any questions or concerns, please let me know. I can also be reached by phone at (205) 555-5555. Thank you for your time, and I hope you will consider this opportunity to benefit a wonderful, local cause. Sincerely,
Alex Avram
Director of Public Relations United Cancer Survivors of America Inc. (UCSA) (205) 555-5555
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Pitch Letter to Bus Company
March 1, 2014 Thrasher Brothers Trailways P.O. Box 320068 Birmingham, AL 35232 Dear Mr. Thomas, My name is Alex Avram, and I am the director for public relations for United Cancer Survivors of America Inc. (UCSA). UCSA is a unique 501(c)(3) nonprofit based out of Hoover, Ala., that offers two scholarships per year to a high school student athlete who has survived cancer and a student whose parent(s) has survived cancer. UCSAs goal is to become a nationally recognized nonprofit, but first, we must establish strong roots in the state of Alabama. To achieve our goals, UCSA needs help from a dependable charter bus company like Thrasher Brothers Trailways. On April 10, UCSA is holding a volleyball tournament for college students to raise funds for the organization and its scholarship programs. To make this happen, we need reliable transportation for students participating in the event from colleges in the Birmingham and Tuscaloosa areas. Would you be willing to give us a discount for your services, so we could make this event happen? If Thrasher Brothers Trailways decides to contribute to UCSA, your businesss kindness will be recognized on any documents and signage that we use to promote the event. Also, any type of donation is tax deductible for the 2014 fiscal year. UCSA is an incredible organization that needs your help to provide college scholarships and assistance to enrich the lives of those who have survived and been affected by cancer. Thank you for your time and consideration, and we hope to hear from you soon. Sincerely,
Alex Avram
Director of Public Relations United Cancer Survivors of America Inc. (UCSA) PR@unitedcancersurvivorsofamerica.org
Long-Term Tactics
To Do List: Volleyball Tournament
3-6 Months before Event: __ Contact Homewood Parks and Recreation Berkely Squires, Director berkley.squires@homewoodal.org 205-877-8668 __ Reserve outdoor space __ Contact Jim N Nicks for food/drink sponsorship __ Contact bus transportation systems __ Contact local businesses for sponsorships __ Follow up with local venues and businesses via telephone after 1-3 business days if not able to reach them on the first try. __ Complete contracts __ Contact student organizations at colleges/universities in Jefferson and Tuscaloosa counties __ Send informational e-mails and messages to student organizations through social media 1-3 Months before Event: __ Secure volunteers to act as referees (depending on amount of teams registered) __ Secure volunteers for set up and clean up crew __ Determine volleyball tournament bracket __ Purchase any necessary items that may not have been donated (volleyball nets, extra large beach volleyballs, etc) __ Distribute and collect registration information and money from each team 1-3 Weeks before Event: __ Set up volleyball tournament bracket and decide tournament structure (single elimination, double elimination) (dependant on amount of teams registered) __ Finalize registration __ Finalize bracket schedule Day before the Event: __ Set up volleyball nets __ Label volleyball courts (Court 1, Court 2, etc) __ Rehearse logistics of tournament with volunteers Day of Event: __ Set up registration and information table __ Set up music system __ Clearly display Master Bracket in a visible area __ Take pictures and video of event __ Clean up and put space back to normal
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Registration Packet - Pitch Letter
providing college scholarships and additional assistance to enrich the lives of those who have survived and been affected by cancer.
January 18, 2014 Dear Friends, Each day, people across the world are diagnosed with cancer. I want to personally thank you for choosing to support United Cancer Survivors of America as we work towards providing college scholarships and additional funds to those who have survived and are affected by cancer. We began this volleyball tournament as a unique event to bring together college students from across central Alabama and raise awareness about our cause. I would like to extend a big thank-you to all of our teams, team members, sponsors and volunteers for taking the time and being a part of the 2014 UCSA Intercollegiate Volleyball Tournament. In this packet you will find a team roster, member information sheets, and general information about this event: Please complete the forms and submit them by April 4, 2014. You can mail them to 123 Main St., Birmingham, Ala. 12345 or by e-mail to PR@ UnitedCancerSurvivorsofAmerica.org. Thank you again for all of your support and we look forward to seeing you this April!
Patricia Lee Founder-President founder@UnitedCancerSurvivorsofAmerica.org Share Norville Vice President VP@UnitedCancerSurvivorsofAmerica.org Kelley Donovan Administrative Manager Admin@UnitedCancerSurvivorsofAmerica.org Alex Avram Public Relations Director PR@UnitedCancerSurvivorsofAmerica.org Rob Avram Marketing and Concert Events Director Rob@UnitedCancerSurvivorsofAmerica.org
Patricia Lee Founder-President, United Cancer Survivors of America

For more information about United Cancer Survivors of America, please go to UnitedCancerSurvivorsofAmerica.org or visit our Facebook page
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Registration Packet - Sign-Up Sheet
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Registration Packet - Information Sheet
West Homewood Park 1632 Oxmoor Road Homewood, Ala (205) 877-8668 homewoodparks.com
Before April 14th:

- Make sure to turn in your teams registration pack and entry fee by April 4th. - Find us on Facebook to keep up with news and information about UCSA and the volleyball tournament. - Invite your family and friends to come watch!
On April 14th:
- Check-in for the tournament begins at 10:30a.m. at the checkin table. Your shuttle will be dropping your team off directly in front of the table. - The First Aid station is located to the right of the main bathrooms behind the check-in table. For an emergency, please dial 9-1-1. - Food and drinks (both alcoholic and non-alcoholic) will be sold at the event. - Things you may want to bring with you: lawn chairs, lawn blankets, water, snacks, sunscreen, athletic shoes. - If you have any questions or need assistance, please locate any of our volunteers wearing the lime green tournament t-shirts.
Fundraising Competition:
- Each team has the opportunity to rasie additional money for United Cancer Survivors of America. The team that raises the most money before April 13, 2014, receives complementary food and non-alcoholic beverages the day of the the tournament. - Get Creative! How you choose to raise your money is completely up to you! We encourage you to get out in the community and reach out to your family and friends for this event.
Transportation:
- Because alcoholic beverages are being served at this event, transportation is included in the entry fee. Upon receiving your information pack, we will contact your team leader and confirm a time and location at your schools campus for you to be picked up by our shuttle. It is your responsibility to be at the pick-up location on time the day of the event. - The shuttle to take you back to your campus will pick you up from West Homewood Park at 4:45p.m. in front of the check-in table.
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Tournament Winner Certificate
Congratulations!
United Cancer Survivors of America, Inc.
formally presents
as the official winner of the 2013 United Cancer Survivors of America Volleyball Tournalment
Patricia Lee, Founder
on this date
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Pitch Email to Local Businesses
To: Local Businesses From: Alex Avram <PR@UnitedCancerSurvivorsofAmerica.org> Subject: United Cancer Survivors of America Inc. (UCSA) Dear [Insert Business Owner/Manager Name], My name is Alex Avram, and I am the director of public relations for United Cancer Survivors of America Inc. (UCSA). UCSA is a unique 501(c)(3) nonprofit based out of Hoover, Ala., that offers two scholarships per year to a high school student athlete who has survived cancer and a student whose parent(s) has survived cancer. UCSAs goal is to become a nationally recognized nonprofit; however, we must first establish strong roots locally. To assist UCSA in establishing strong roots locally and raising funds for existing scholarship programs, we need help from local businesses in Birmingham. On April 5, 2014, we are holding a volleyball tournament for Tuscaloosa and Jefferson County college students. For this event to be successful, UCSA needs local businesses to donate tables, paper products, volunteers, and various other items for this event. If your business would like to participate in assisting UCSA with this event, please contact me by email at PR@UnitedCancerSurvivorsofAmerica.org. Your businesss kindness will be recognized on any documents and signage that we use to promote the event, and any type of donation is tax deductible for the 2014 fiscal year. UCSA is an incredible organization that needs your help to enrich the lives of those who have survived or been affected by cancer. Thank you for your time and consideration, and we hope to hear from you soon. Kind Regards,
Director of Public Relations United Cancer Survivors of America Inc. (UCSA) PR@unitedcancersurvivorsofamerica.org The mission of UCSA is to provide college scholarships and additional assistance to enrich the lives of those who have survived and been affected by cancer. To learn more, visit www.unitedcancersurvivorsofamerica.org. Stay connected with UCSA: United Cancer Survivors of America Inc.
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Long-Term Tactics
Fact Sheet to High School Administration and Faculty
United Cancer Survivors of America Fact Sheet Athletes Kickin Cancer Scholarship Program Through the Athletes Kickin Cancer scholarship program, UCSA awards a $1,000 scholarship to one high school senior that has battled cancer during his or her four years of high school while competing in a sport and will pursue that sport in college. A student must be nominated by his or her high school coach. The nomination letter must include the following: 1. A general history of the athlete as he/she relates to the team and the impact he or she has had on the team and you as a coach. 2. The athlete's specific type of cancer, a general overview of treatments, and his/her present health status. 3. Any additional comments or information about the athlete that the coach would like to share as to why they deserve the scholarship. 4. The college the athlete will be attending. Past recipients include Caley Goodman, University of North Alabama 2006; Clint Blevins, Snead State Junior College 2007; and Davasha Manier, Hesston College 2012. Students of Survivors Scholarship Program Through the Students of Survivors scholarship program, UCSA awards a $1,000 scholarship to one high school senior whose parent(s) has battled and survived cancer sometime during the students four years of high school. UCSA also awards $1,000 to the recipients family to assist with medical bills, expenses, and costs of treatment. The criteria are, as follows: 1. Student must be a high school senior and provide documented proof of college acceptance for the following fall after graduation. 2. Student must have a parent who has battled and survived cancer sometime during the student's four years of high school. 3. Student must provide a letter of nomination written by a teacher from their senior year of high school. The teacher must send their letter of nomination directly from their school email address and must let us know the name of the college the student plans to attend. 4. The parent(s) of student must be willing and able to provide proof of annual income under $100,000. Past recipients include Alicia Duccett, Georgetown University 2012
For more information, please contact: Alex Avram Director of Public Relations PR@UnitedCancerSurvivorsofAmerica.org
Patricia Lee Founder & CEO Founder@UnitedCancerSurvivorsofAmerica.org
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UCSA Puschard to High School Administration and Faculty
Long-Term Tactics
Our mission is to provide college scholarships and additional assistance to enrich the lives of those who have survived and been affected by cancer.
T o learn more about UCSA, please visit our website: www.unitedcancersurvivorsofamerica.org Like us on F acebook to recieve weekly updates: www.facebook.com/unitedcancersurvivorsofamericainc Support UCSA by selling your items on our auction website: www.charityauctionbay.com
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Pitch Letter to High School Administration and Faculty
Long-Term Tactics
August 1, 2013 [Principal Name] [High School Name] [Address] [City, State, Zip] Dear [High School Principal/Guidance Counselor], United Cancer Survivors of America (UCSA) is a nonprofit based out of Hoover, Ala., that provides college scholarships and additional assistance to enrich the lives of those who have survived or been affected by cancer. UCSA was founded in December 2012 and is a merger of my two previous nonprofits, Athletes Kickin Cancer and Students of Survivors, which now function as scholarship programs within UCSA. In most instances, if a child or parent has undergone cancer treatment, then there is limited funding available for the childs college education because of the financial stress of existing medical costs and expenses. These extenuating circumstances make the otherwise joyful experience of a childs college acceptance a worrisome time for both the child and parent(s). This is a feeling that I have experienced firsthand as I am a three-time cancer survivor and have sent both of my children to college. Through the Athletes Kickin Cancer and Students of Survivors scholarship programs, UCSA takes a small portion of that financial stress off of the child and parent by providing financial assistance in the form of scholarships and matching funds to cancer-surviving parents. You will find a fact sheet attached that includes information about the eligibility, application process and past recipients of both scholarships. I would like to arrange a meeting with you to sit down and discuss UCSA and its scholarship programs and the possibility of speaking to your schools faculty, staff and parents at the next PTA mee ting. If you would like to talk more about UCSA and possibly schedule a meeting in the next month, please contact me at 205-790-0366 or by email at Founder@UnitedCancerSurvivorsofAmerica.org. Thank you for your time, and I look forward to hearing from you. Kind Regards,
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Long-Term Tactics
Pitch Email to High School Parents
To: Jefferson County High School Parents From: Patricia Lee <Founder@UnitedCancerSurvivorsofAmerica.org> Subject: Scholarship Opportunity Dear Jefferson County High School Parents, United Cancer Survivors of America Inc. (UCSA) is actively seeking high school students who have survived or been affected by cancer to apply for the Athletes Kickin Cancer and Students of Survivors scholarship programs. Through the Athletes Kickin Cancer scholarship program, UCSA awards a $1,000 scholarship to one high school senior that has battled cancer during his or her four years of high school while competing in a sport and will pursue that sport in college. Through the Students of Survivors scholarship program, UCSA awards a $1,000 scholarship to one high school senior whose parent has battled and survived cancer sometime during the students four years of high school. In addition, this program provides $1,000 in matching funds to assist the recipients family with medical costs. For information on how to apply for each scholarship, please visit http://www.unitedcancersurvivorsofamerica.org or contact UCSA Founder and CEO Patricia Lee at founder@unitedcancersurvivorsofamerica.org. Kind Regards,
Founder and CEO United Cancer Survivors of America Inc. (UCSA) 205-790-0366 Founder@UnitedCancerSurvivorsofAmerica.org Stay connected with UCSA: United Cancer Survivors of America Inc.
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Long-Term Tactics
Pinson Valley High School

Learning Today to Lead Tomorrow
Time
7 p.m. 7 p.m. 7 p.m. 7 p.m. 7 p.m. 7 p.m. 7 p.m.
2013 Varsity Football Schedule

Date
August 24 August 31 September 7 September 21 September 28 October 5 October 12
Opponent
Hewitt Trussville Oneonta Mortimer Jordan Walker Hayden Clay-Chalkville Center Point
Where
Home Home Home Away Away Home Away
T o learn more about UCSA, please visit our website: www.unitedcancersurvivorsofamerica.org Like us on F acebook to recieve weekly updates: www.facebook.com/ unitedcancersurvivorsofamericainc Support UCSA by selling your items on our auction website: www.charityauctionbay.com
Go Indians!
Magnet for High School Parents
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Long-Term Tactics
Letter to High School Parents
August 1, 2014
Dear [Insert High School Name Here] Parents, United Cancer Survivors of America (UCSA) is a nonprofit based out of Hoover, Ala., that provides college scholarships and additional assistance to enrich the lives of those who have survived or been affected by cancer. UCSA awards two scholarships per year through its Athletes Kickin Cancer and Students of Survivors scholarship programs. Through the Athletes Kickin Cancer scholarship program, UCSA awards a $1,000 scholarship to one high school senior that has battled cancer during his or her four years of high school while competing in a sport and will pursue that sport in college. Through the Students of Survivors scholarship program, UCSA awards a $1,000 scholarship to one high school senior whose parent has battled and survived cancer sometime during the students four years of high school. In addition, this program provides $1,000 in matching funds to assist the recipients family with medical costs. A magnet with the 2014 [Insert High School Name Here] varsity football schedule is attached to this letter. On this magnet, you will also find information about UCSA including our website and how to like us on Facebook. We invite you to use the information provided to learn more about past scholarship winners, the scholarship application process, and how you can contribute to UCSA through donations or volunteering. Good luck to the [Insert High School Name Here] football team this football season. Go [Mascot]! Sincerely,
Director of Public Relations United Cancer Survivors of America Inc. (UCSA) PR@unitedcancersurvivorsofamerica.org
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Long-Term Tactics
Talking Points for Speaking Engagements at High Schools
Talking Points for Speaking Engagement High Schools 1. 2. 3. 4. 5. 6. 7. 8. 9. Personal introduction and a description of personal experience with cancer. Founded UCSA because of personal experience with being a three-time cancer survivor and sending two children to college. Explain UCSAs mission and how the nonprofit works to provide college scholarships and assistance to enrich the lives of those who have survived or been affected by cancer. Explain Athletes Kickin Cancer and Students of Survivors scholarship programs. Explain how to donate, nominate scholarship applicants, volunteer at events. Promote CharityAuctionBay and the November partnership with Southern Charm Monogramming. Explain how to find more information by logging on to the UCSA website and Facebook page. Close with one particular scholarship recipients story and how UCSA affected his or her life. Thank you and any questions?
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Long-Term Tactics
Pitch Letter to Local Business (Express Oil Change)
June 17, 2013 Garland Quinn, Associate Marketing Manager Express Oil Change & Service Center [Address] [City, State, Zip] Dear Ms. Quinn, United Cancer Survivors of America (UCSA) is a nonprofit located in Hoover, Ala., and our mission is to provide college scholarships and assistance to enrich the lives of those who have survived or been affected by cancer. To achieve this, UCSA awards two scholarships per year through its Athletes Kickin Cancer and Students of Survivors scholarship programs. Through the Athletes Kickin Cancer scholarship program, UCSA awards a $1,000 scholarship to one high school senior that has battled cancer during his or her four years of high school while competing in a sport. Through the Students of Survivors scholarship program, UCSA awards a $1,000 scholarship to one high school senior whose parent has battled and survived cancer sometime during the students four years of high school. In addition, this program provides $1,000 in matching funds to assist the recipients family with medical costs. Currently, UCSA only awards one scholarship per year through each of its programs. The ultimate goal of our organization is to annually award one scholarship per program to residents in all 50 states. To reach this goal, it would require a considerable amount of funding, community involvement and increased awareness. UCSA is reaching out to you and your business to ask if you would assist us in becoming one step closer to reaching our ultimate goal by becoming a UCSA sponsor. By engaging, your business will help raise funds to achieve our goal, build employee morale and show customers that your establishment enjoys giving back to the community. Ultimately, your business will assist us in further enriching the lives of those who have survived and been affected by cancer. Attached to this letter you will find a fact sheet further explaining the mission of UCSA. When youve had a chance to look these materials over, please contact us at 205-790-0366. We are looking forward to the opportunities in store for your establishment as well as our organization. Thank you for your time and consideration. Sincerely,
Patricia Lee
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Long-Term Tactics
Pitch Letter to Local Business (FLIP burger boutique)
[Date] Sara Davis, PR & Sales Manager FLIP burger boutique-Corporate 1587 Howell Mill Road Atlanta, GA 30318 Dear Ms. Davis, United Cancer Survivors of America (UCSA) is a nonprofit located in Hoover, Ala., and our mission is to provide college scholarships and assistance to enrich the lives of those who have survived or been affected by cancer. To achieve this, UCSA awards two scholarships per year through its Athletes Kickin Cancer and Students of Survivors scholarship programs. Through the Athletes Kickin Cancer scholarship program, UCSA awards a $1,000 scholarship to one high school senior that has battled cancer during his or her four years of high school while competing in a sport. Through the Students of Survivors scholarship program, UCSA awards a $1,000 scholarship to one high school senior whose parent has battled and survived cancer sometime during the students four years of high school. In addition, this program provides $1,000 in matching funds to assist the recipients family with medical costs. Currently, UCSA only awards one scholarship per year through each of its programs. The ultimate goal of our organization is to annually award one scholarship per program to residents in all 50 states. To reach this goal, it would require a considerable amount of funding, community involvement and increased awareness. UCSA is reaching out to you and your business to ask if you would assist us in becoming one step closer to reaching our ultimate goal by becoming a UCSA sponsor. By engaging, your business will help raise funds to achieve our goal, build employee morale and show customers that your establishment enjoys giving back to the community. Ultimately, your business will assist us in further enriching the lives of those who have survived and been affected by cancer. Attached to this letter you will find a fact sheet further explaining the mission of UCSA. When youve had a chance to look these materials over, please contact us at 205-790-0366. We are looking forward to the opportunities in store for your establishment as well as our organization. Thank you for your time and consideration. Sincerely,
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Pitch Letter to Local Business (The Trak Shak)
Long-Term Tactics
[Date] Jeff Martinez The Trak Shak 2839 18th Street South Homewood, AL 35209 Dear Mr. Martinez, United Cancer Survivors of America (UCSA) is a nonprofit located in Hoover, Ala., and our mission is to provide college scholarships and assistance to enrich the lives of those who have survived or been affected by cancer. To achieve this, UCSA awards two scholarships per year through its Athletes Kickin Cancer and Students of Survivors scholarship programs. Through the Athletes Kickin Cancer scholarship program, UCSA awards a $1,000 scholarship to one high school senior that has battled cancer during his or her four years of high school while competing in a sport. Through the Students of Survivors scholarship program, UCSA awards a $1,000 scholarship to one high school senior whose parent has battled and survived cancer sometime during the students four years of high school. In addition, this program provides $1,000 in matching funds to assist the recipients family with medical costs. Currently, UCSA only awards one scholarship per year through each of its programs. The ultimate goal of our organization is to annually award one scholarship per program to residents in all 50 states. To reach this goal, it would require a considerable amount of funding, community involvement and increased awareness. UCSA is reaching out to you and your business to ask if you would assist us in becoming one step closer to reaching our ultimate goal by becoming a UCSA sponsor. By engaging, your business will help raise funds to achieve our goal, build employee morale and show customers that your establishment enjoys giving back to the community. Ultimately, your business will assist us in further enriching the lives of those who have survived and been affected by cancer. Attached to this letter you will find a fact sheet further explaining the mission of UCSA. When youve had a chance to look these materials over, please contact us at 205-790-0366. We are looking forward to the opportunities in store for your establishment as well as our organization. Thank you for your time and consideration. Sincerely,
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Long-Term Tactics
Fact Sheet for Local Businesses
United Cancer Survivors of America Fact Sheet United Cancer Survivors of America Inc. (UCSA) is a unique 501(c)(3) nonprofit based out of Hoover, Ala., and serves all 50 states in the U.S. UCSAs mission is to provide college scholarships and additional assistance to enrich the lives of those who have survived and been affected by cancer. UCSA was created in December 2012 by Patricia Lee and is a merger of Lees two previous nonprofit organizations, Athletes Kickin Cancer (AKC) and Students of Survivors (SOS). UCSA CEO and founder Patricia Lee is a three-time cancer survivor of and has battled and survived a neuroblastoma, a uterine tumor, and stage 3C breast cancer. Lee was also the 2005 American Cancer Society Life Inspiration Award winner for the state of Alabama. Lees two previous nonprofit organizations now function as scholarship programs beneath the UCSA organization. Through the Athletes Kickin Cancer scholarship program, UCSA awards a $1,000 scholarship to one high school senior athlete who has battled and survived cancer sometime during the students four years of high school and plans to pursue a sport in college. Through the Students of Survivors scholarship program, UCSA awards a $1,000 scholarship to one high school senior whose parent(s) has battled and survived cancer sometime during the students four years of high school. What differentiates UCSA from other nonprofit organizations that award scholarships to those who have survived or been affected by cancer is UCSAs award of matching funds to the Students of Survivors scholarship recipients family to assist with medical bills, expenses , and costs of treatment. UCSA hosts an annual fundraising event each year in the spring called the SOS Music Fest at Workplay Theater in Birmingham, Ala.
For more information, please contact: Alex Avram Director of Public Relations Phone # PR@UnitedCancerSurvivorsofAmerica.org Patricia Lee CEO & Founder Phone # Founder@UnitedCancerSurvivorsofAmerica.org
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Follow-Up Phone Call Talking Points for Local Businesses
Long-Term Tactics
Express Oil Change Follow- up Phone Call Talking Points 1. My name is Patricia Lee, and I am calling to verify that you received a package from United Cancer Survivors of America regarding business sponsorship. 2. This package explained the benefits of acting as a sponsor for UCSA as well as information about our organization. 3. If you would like to team up with us, I would love to meet with you in person to discuss further details. 4. Do you have any questions for me now? 5. Thank you for your willingness to meet up with me! I look forward to meeting you and discussing possibilities. 6. (Voicemail: This is Patricia Lee from United Cancer Survivors of America verifying that you received a package from us discussing potential sponsorship status. If you are interested, please contact us at 205790-0366. I look forward to hearing from you.)
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Follow-Up Email (Express Oil Change)
Long-Term Tactics
To: Garland Quinn <gquinn@expressoil.com> From: Patricia Lee <Founder@UnitedCancerSurvivorsofAmerica.org> Dear Ms. Quinn, United Cancer Survivors of America is contacting you to verify if you received our package discussing potential sponsorship status. The packet presented the benefits of acting as a sponsor for UCSA and consisted of a letter requesting a meeting to discuss the possibility of Express Oil Change & Service Centers sponsorship of UCSA and a fact sheet about our organization. If you did not receive our packet, please let me know, and I will ensure that it gets sent to you as soon as possible. I would love to meet with you to discuss the mutual benefits and options for sponsorship. Please call me at 205-790-0366 to set up a meeting time and location or email me at Founder@UnitedCancerSurvivorsofAmerica.org. Thank you for your time and consideration. I look forward to hearing from you.
Founder and CEO United Cancer Survivors of America Inc. (UCSA) 205-790-0366 Founder@UnitedCancerSurvivorsofAmerica.org
Stay connected with UCSA: United Cancer Survivors of America Inc.
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Follow-Up Email (FLIP burger boutique)
Long-Term Tactics
To: Sara Davis <sara.davis@flipburgerboutique.com> From: Patricia Lee <Founder@UnitedCancerSurvivorsofAmerica.org> Dear Ms. Davis, United Cancer Survivors of America is contacting you to verify whether or not you received our package discussing potential sponsorship status. The packet presented the benefits of acting as a sponsor for UCSA and consisted of a letter requesting a meeting to discuss the possibility of FLIP burger boutiques sponsorship of UCSA and a fact sheet about our organization. If you did not receive our packet, please let me know, and I will ensure that it gets sent to you as soon as possible. I would love to meet with you to discuss the mutual benefits and options for sponsorship. Please call me at 205-790-0366 to set up a meeting time and location or email me at Founder@UnitedCancerSurvivorsofAmerica.org. Thank you for your time and consideration. I look forward to hearing from you.
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Long-Term Tactics
Follow-Up Email (The Trak Shak)
To: Jeff Martinez <jeff@trakshak.com> From: Patricia Lee <Founder@UnitedCancerSurvivorsofAmerica.org> Dear Mr. Martinez, United Cancer Survivors of America is contacting you to verify whether or not you received our package discussing potential sponsorship status. The packet presented the benefits of acting as a sponsor for UCSA and consisted of a letter requesting a meeting to discuss the possibility of The Trak Shaks sponsorship of UCSA and a fact sheet about our organization. If you did not receive our packet, please let me know, and I will ensure that it gets sent to you as soon as possible. I would love to meet with you to discuss the mutual benefits and options for sponsorship. Please call me at 205-790-0366 to set up a meeting time and location or email me at Founder@UnitedCancerSurvivorsofAmerica.org. Thank you for your time and consideration. I look forward to hearing from you.
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Proposal Letter (Express Oil Change)
Long-Term Tactics
[Date] Garland Quinn, Associate Marketing Manager Express Oil Change & Service Center [Address] [City, State, Zip] Dear Ms. Quinn, United Cancer Survivors of America Inc. (UCSA) is requesting a partnership with Express Oil Change & Service Center to increase funding for the organizations scholarship programs and additional assistance offered to enrich the lives of those who have survived or been affected by cancer. In our efforts to increase our funding, UCSA is focusing primarily on the Jefferson County area and more specifically on Birmingham. UCSA is based out of Hoover, Ala. and would like to plant strong roots in its local community before branching out statewide and regionally. Although UCSA has awarded scholarships and additional assistance outside of its local community in the past, UCSA needs to build a strong foundation locally with donors, volunteers and scholarship applicants. A partnership with an established business in the Birmingham area, such as Express Oil Change & Service Center, would allow UCSA to reach its goals and provide opportunities for joint awareness and fundraising efforts. Attached to this letter is a sheet that provides information regarding the tiers of sponsorship available to assist UCSA in increasing funding. Within the first tier of sponsorship, your company has the option to make a one-time or annual donation or host a one-time or annual fundraising event with a portion of proceeds benefiting UCSA. Within the second tier of sponsorship, your company has the option to become an official UCSA annual sponsor. Whether your company decides to contribute to UCSA on a one-time or annual basis, your assistance will allow UCSA to further enrich the lives of those who have survived or been affected by cancer. Thank you for taking time out of your day to meet with me regarding a possible partnership between Express Oil Change & Service Center and United Cancer Survivors of America. When youve had a chance to look over the above-mentioned information sheet and other materials, please contact me at 205-790-0366 or by email at Founder@UnitedCancerSurvivorsofAmerica.org. We are looking forward to the opportunities in store for your establishment as well as our organization. Thank you for your time and consideration. Sincerely,
Patricia Lee
Patricia Lee UCSA CEO and Founder
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Long-Term Tactics
Proposal Letter (FLIP burger)
[Date] Sara Davis, PR & Sales Manager FLIP burger boutique-Corporate 1587 Howell Mill Road Atlanta, GA 30318 Dear Ms. Davis, United Cancer Survivors of America Inc. (UCSA) is requesting a partnership with FLIP burger boutique-Birmingham to increase funding for the organizations scholarship programs and additional assistance offered to enrich the lives of those who have survived or been affected by cancer. In our efforts to increase our funding, UCSA is focusing primarily on the Jefferson County area and more specifically on Birmingham. UCSA is based out of Hoover, Ala. and would like to plant strong roots in its local community before branching out statewide and regionally. Although UCSA has awarded scholarships and additional assistance outside of its local community in the past, UCSA needs to build a strong foundation locally with donors, volunteers and scholarship applicants. A partnership with an established business in the Birmingham area, such as FLIP burger boutique-Birmingham, would allow UCSA to reach its goals and provide opportunities for joint awareness and fundraising efforts. Attached to this letter is a sheet that provides information regarding the tiers of sponsorship available to assist UCSA in increasing funding. Within the first tier of sponsorship, your company has the option to make a one-time or annual donation or host a one-time or annual fundraising event with a portion of proceeds benefiting UCSA. Within the second tier of sponsorship, your company has the option to become an official UCSA annual sponsor. Whether your company decides to contribute to UCSA on a one-time or annual basis, your assistance will allow UCSA to further enrich the lives of those who have survived or been affected by cancer. Thank you for taking time out of your day to meet with me regarding a possible partnership between FLIP burger boutique-Birmingham and United Cancer Survivors of America. When youve had a chance to look over the above-mentioned information sheet and other materials, please contact me at 205-790-0366 or by email at Founder@UnitedCancerSurvivorsofAmerica.org. We are looking forward to the opportunities in store for your establishment as well as our organization. Thank you for your time and consideration. Sincerely,
Patricia Lee
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Long-Term Tactics
Proposal Letter (The Trak Shak)
[Date] Jeff Martinez The Trak Shak 2839 18th Street South Homewood, AL 35209 Dear Mr. Martinez, United Cancer Survivors of America Inc. (UCSA) is requesting a partnership with The Trak Shak to increase funding for the organizations scholarship programs and additional assistance offered to enrich the lives of those who have survived or been affected by cancer. In our efforts to increase our funding, UCSA is focusing primarily on the Jefferson County area and more specifically on Birmingham. UCSA is based out of Hoover, Ala. and would like to plant strong roots in its local community before branching out statewide and regionally. Although UCSA has awarded scholarships and additional assistance outside of its local community in the past, UCSA needs to build a strong foundation locally with donors, volunteers and scholarship applicants. A partnership with an established business in the Birmingham area, such as The Trak Shak, would allow UCSA to reach its goals and provide opportunities for joint awareness and fundraising efforts. Attached to this letter is a sheet that provides information regarding the tiers of sponsorship available to assist UCSA in increasing funding. Within the first tier of sponsorship, your company has the option to make a one-time or annual donation or host a one-time or annual fundraising event with a portion of proceeds benefiting UCSA. Within the second tier of sponsorship, your company has the option to become an official UCSA annual sponsor. Whether your company decides to contribute to UCSA on a one-time or annual basis, your assistance will allow UCSA to further enrich the lives of those who have survived or been affected by cancer. Thank you for taking time out of your day to meet with me regarding a possible partnership between The Trak Shak and United Cancer Survivors of America. When youve had a chance to look over the above-mentioned information sheet and other materials, please contact me at 205-790-0366 or by email at Founder@UnitedCancerSurvivorsofAmerica.org. We are looking forward to the opportunities in store for your establishment as well as our organization. Thank you for your time and consideration. Sincerely,
Patricia Lee
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Long-Term Tactics
Information Sheet - Sponsorship
Because United Cancer Survivors of America is a 501(c)(3) nonprofit, all donations would be tax exempt. Tier 1: One-Time or Annual Donations/In-House Events At this tier, your company would have the option to contribute a one-time or annual direct donation to UCSA. To assist UCSA in expanding its scholarship offerings, Tier 1 provides the following options: Your company can make a one-time donation to assist in funding one of the scholarships for the corresponding year. Your company would be recognized for its generosity and donation on the UCSA website and communication materials. Your company can make an annual donation to contribute and sustain one scholarship per year. This annual donation could be contributed to UCSA in numerous ways and at the discretion of your company. Your company can create a one-time (or annual) event to assist in funding one of the scholarships for the corresponding year. Your company would be recognized for its generosity and donation on the UCSA website and communication materials.
Sponsorship Program Tiers
Tier 2: Annual Sponsorship/Partnership At this tier, your company would become an official UCSA sponsor and partner for all special events and scholarship efforts. To help sustain UCSAs events and scholarship efforts, Tier 2 provides the following options: Your company can become an annual UCSA sponsor and partner for all special events and scholarship efforts. This would include becoming an annual sponsor of UCSAs existing SOS Music Fest held at Workplay Theater in Birmingham, Ala., each year and any other special events that UCSA holds throughout the year. Through this annual sponsorship, your company would receive recognition as an official corporate sponsor. One-time donation to help fund one (1) scholarship for that year Annual donation to help sustain one (1) scholarship per year One-time event to help fund one (1) scholarship for that year Annual event to help sustain one (1) scholarship per year Official UCSA sponsor Sponsor all special events (i.e. SOS Music Fest) Assist in helping UCSA to grow and extend scholarship efforts through fundraising, sponsorships and volunteer efforts
Tier 1: One-Time or Annual Donations/In-House Events
Tier 2: Annual Sponsorship/Partnership
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Talking Points for Meetings with Local Businesses
Long-Term Tactics
Talking Points for Meeting with Local Businesses 1. Personal introduction and a description personal experience with cancer. 2. UCSA is a nonprofit located in Hoover, Ala. 3. Explain UCSAs mission and how the nonprofit works to provide college scholarships and assistance to enrich the lives of those who have survived or been affected by cancer. 4. Explain Athletes Kickin Cancer and Students of Survivors scholarship programs. 5. Explain how UCSA could reach it goal of annually awarding one scholarship per program to residents in all 50 states. 6. Explain how the business itself could benefit (build employee morale, greater philanthropic reputation within community). 7. Go over levels of partnership sheet and give examples of past/current fundraisers. 8. Thank you and any questions?
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Thank You Letter (Express Oil Change)
Long-Term Tactics
[Date] Garland Quinn, Associate Marketing Manager Express Oil Change & Service Center [Address] [City, State, Zip] Dear Ms. Quinn, Thank you for taking the time out of your busy day to meet with me on [Date.] I enjoyed telling you more about United Cancer Survivors of America Inc. (UCSA) and discussing possible partnership opportunities. I strongly believe a partnership between FLIP burger boutique and UCSA would be a mutually beneficially relationship. Express Oil Change & Service Center would allow UCSA to reach its fundraising goals while UCSA would help build Express Oils philanthropic reputation in its community. This could lead to heightened buzz for both parties. Reaching Birmingham citizens through strong fundraising initiatives will eventually lead to more customers for Express Oil and a heightened opportunity for UCSA to give a greater number of scholarships. Again, thank you for meeting with me and I hope to be talking with you soon about a partnership. I have attached another copy of the sheet that details the tiers or sponsorship. Please let me know if you need any further details or have questions. I would be happy to speak with you by phone at 205-790-0366 or by email at Founder@UnitedCancerSurvivorsofAmerica.org. Thank you for your time and consideration. Sincerely,
Patricia Lee
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Thank You Letter (FLIP burger)
[Date] Sara Davis, PR & Sales Manager FLIP burger boutique-Corporate 1587 Howell Mill Road Atlanta, GA 30318 Dear Ms. Davis, Thank you for taking the time out of your busy day to meet with me on [Date.] I enjoyed telling you more about United Cancer Survivors of America Inc. (UCSA) and discussing possible partnership opportunities. I strongly believe a partnership between FLIP burger boutique and UCSA would be a mutually beneficially relationship. FLIP burger boutique would allow UCSA to reach its fundraising goals while UCSA would help build FLIP Birminghams philanthropic reputation in its community. This could lead to heightened buzz for both parties. Reaching Birmingham citizens through strong fundraising initiatives will eventually lead to more customers for FLIP and a heightened opportunity for UCSA to give a greater number of scholarships. Again, thank you for meeting with me and I hope to be talking with you soon about a partnership. I have attached another copy of the sheet that details the tiers or sponsorship. Please let me know if you need any further details or have questions. I would be happy to speak with you by phone at 205-790-0366 or by email at Founder@UnitedCancerSurvivorsofAmerica.org. Thank you for your time and consideration. Sincerely,
Patricia Lee
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Thank You Letter (The Trak Shak)
[Date] Jeff Martinez The Trak Shak 2839 18th Street South Homewood, AL 35209 Dear Mr. Martinez, Thank you for taking the time out of your busy day to meet with me on [Date.] I enjoyed telling you more about United Cancer Survivors of America Inc. (UCSA) and discussing possible partnership opportunities. I strongly believe a partnership between The Trak Shak and UCSA would be a mutually beneficially relationship. The Trak Shak would allow UCSA to reach its fundraising goals while UCSA would help build FLIP Birminghams philanthropic reputation in its community. This could lead to heightened buzz for both parties. Reaching Birmingham citizens through strong fundraising initiatives will eventually lead to more customers for The Trak Shak and a heightened opportunity for UCSA to give a greater number of scholarships. Again, thank you for meeting with me and I hope to be talking with you soon about a partnership. I have attached another copy of the sheet that details the tiers or sponsorship. Please let me know if you need any further details or have questions. I would be happy to speak with you by phone at 205-790-0366 or by email at Founder@UnitedCancerSurvivorsofAmerica.org. Thank you for your time and consideration. Sincerely,
Patricia Lee
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Im Thankful Blog
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Im Thankful Blog
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Im Thankful Blog
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is for Pancreatic Cancer.
Visit CharityAuctionBay.com in November to purchase purple ribbon items from Southern Charm Monogramming Co. for Pancreatic Cancer Awareness Month.
20% of proceeds will benefit United Cancer Survivors of America Inc.
Tell us what you're thankful for this November.

thankfulsurvivor.wordpress.com
#imthankful
UN
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A MERICA
Digital Fliers for Partnership
E-56
Long-Term Tactics
P
25% of proceeds will benefit United Cancer Survivors of America Inc.
is for Pancreatic Cancer.
Visit CharityAuctionBay.com in November to purchase purple ribbon items from Southern Charm Monogramming Co. for Pancreatic Cancer Awareness Month.
UN
D TE
CA
NCER SUR
VI
VO
R
S

OF
A MERICA
#imthankful
Digital Fliers for Partnership
E-57
Long-Term Tactics
UN
IT
ED
CA
NCER SUR V
IV
OR
OF
A MERICA
invites you to
Support Cancer Survivors

During the month of November, visit to receive 10% off your purchase for Pancreatic Cancer Awareness Month.
southerncharmmonogram.com
nonprofit based in Hoover, Ala. that awards college scholarships and additional assistance to those who have survived or been affected by cancer.
20% of the proceeds from this sale will directly benefit UCSA, a 501(c)(3)
Visit to learn more about the Im Thankful campaign that will feature real stories of cancer survivors of various ages and various types of cancer. These stories will also be featured on the social media sites of both Southern Charm Monogramming Co. and UCSA.

#imthankful
United Cancer Survivors of America Southern Charm Monogramming Co.
Email Blast
E-58
Long-Term Tactics
Social Media Plan

Campaign Goals To raise funds for UCSA and its scholarship programs. Target Audiences College Students High School Mothers Social Media Platforms Facebook November Events & Promotions Southern Charm Monogramming Co. Pancreatic Cancer Awareness Sale Key Themes & Messages UCSA and Southern Charm Monogramming Co. are partners in supporting cancer survivors. Im Thankful for survival. Survivors stories of various ages and types of cancer Samples Messages Platform #1: Facebook During November, UCSA is pairing with Southern Charm Monogramming Co. for Pancreatic Cancer Awareness Month. Visit http://SouthernCharmMonogram.com and receive 10 percent off of your purchase. Twenty percent of proceeds will directly benefit UCSA. During November, visit http://CharityAuctionBay.com and purchase products from Southern Charm Monogramming Co. Twenty percent of proceeds will directly benefit UCSA. During November, visit http://thankfulsurvivor.wordpress.com to read cancer survivors stories. This week, read Patricias amazing story of strength and survival. Be thankful for today! Tell us what youre thankful for this November by using the #imthankful. Visit http://thankfulsurvivor.wordpress.com to read cancer survivors stories of how they are thankful for survival. Im thankful for life today! Schedule: November 1-8: Promote the Southern Charm Monogramming Co. sale on SouthernCharmMonogram.com and CharityAuctionBay.com. November 9-16: Post email blast and digital fliers on Facebook to promote sale. November 17-24: Ask Facebook users to post what they are thankful for, using the #imthankful and to visit the Im Thankful blog. November 25-30: Announce how much money UCSA raised through the Southern Charm Monogramming Co. sale and thank those who bought products.
E-59
Long-Term Tactics
Radio PSA (:10-:15) Join the movement and tell us what you are thankful for this November by using the hashtag #ImThankful. Check out Southern Charm Monogramming Co. and United Cancer Survivors of America on Facebook and see how together they are raising money to celebrate all the survivors and those affected by cancer this holiday. Today, Im thankful for life.
(:15) This November, receive 10 percent off of your Southern Charm Monogramming purchase and 20 percent of the proceeds will be donated to United Cancer Survivors of America. This year, Im thankful for life. Use the hashtag #ImThankful to tell us your story and for more information, follow United Cancer Survivors of America and Southern Charm Monogramming Co. on Facebook.
(:25) This November, Im thankful for life. Together with Southern Charm Monogramming Co., United Cancer Survivors of America is giving thanks to all of you who are giving hope to survivors and those affected by cancer. This month, receive 10 percent off your Southern Charm Monogramming purchase and 20 percent of the proceeds are given to United Cancer Survivors of America. Use the hashtag #ImThankful to tell us what you are thankful for. For more information, follow UCSA and Southern Charm Monogramming Co. on Facebook.
Radio News Release
E-60
Evaluation Research Instruments

Short-Term
F-1
Evaluation Research Instruments

Short-Term
F-2
Campaign Contact Information

Bars and Restaurants
Jim N Nicks 305 21st Avenue Tuscaloosa, AL 35401 (205) 637-2977 Blue Monkey Lounge 1318 Cobb Lane Birmingham, AL 35205 (205) 933-9222 Tin Roof 2709 7th Ave. South Birmingham, AL 35233 (205) 323-4356 Avondale Brewing Company 201 41st Street South Birmingham, AL 35222 (205) 777-5456 Rogue Tavern 2312 2nd Ave N, Birmingham, AL 35203 (205) 202-4151 University of Alabama (cont.) Alabama Greek Missions alabamagreekmissions@gmail.com Panhellenic Association alabamapanhellenic@gmail.com Bama Cru (Campus Crusade for Christ) alabamacru@gmail.com Bama Students for Life bsfl2012@gmail.com Baptist Campus Ministries bcm@bama.ua.edu Blackburn Institute blackburninstitute@sa.ua.edu Blount Student Organization blountstudentorganization@gmail.com Blue Key Honor Society bluekeyua@gmail.com Cardinal Key Honor Society CardinalKeyUA@gmail.com Circle K International ua@alabama.circlek.org Roteract International tuscaloosarotaractclub@gmail.com St. Jude Collegiate Executive Board llgreen1@crimson.ua.edu Dance Marathon uadmforthekids@gmail.com Student Initiative for Success arbuchanan1@crimson.ua.edu
Student Organizations
Shelton State Community College The American Red Cross Club RedCrossBucs@gmail.com Stillman College Community Outreach 205-366-8919 University of Alabama Academic Honor Council academichonorcouncil@gmail.com Collegiate Entrepreneur Organization AlabamaCEO1@gmail.com
G-1

University of Alabama (cont.) United bamaunited@gmail.com Student Government Association jataylor3@crimson.ua.edu 205-348-2742 University of Alabama at Birmingham Students for a Healthier Community gdp92@uab.edu Circle K International sabiha@uab.edu Campus Civitan Club dtucker@uab.edu Freshman Forum laurenbb@uab.edu Undergraduate Student Government Association ajones90@uab.edu Samford University Student Government Association 205-726-2868 sga@samford.edu Interfraternity Council, National Pan-Hellenic Council, Panhellenic Council greeklife@samford.edu Birmingham Southern University Omicron Delta Kappa vott@bsc.edu Order of Omega kloporto@bsc.edu Birmingham Southern University (cont.) Mortar Board acottril@bsc.edu Presidents Service Team (PST) lmccurdy@bsc.edu Southern Ambassadors jwaters@bsc.edu Students Offering Support (SOS) jpeevy@bsc.edu Panhellenic Council cjgillil@bsc.edu Interfraternity Council tbweber@bsc.edu Jefferson State Community College Alpha Beta Chi Child Development Student Club (205) 856-7821 hseagle@jeffstateonline.com Student Government Association (205) 283-2713 cmking@jeffstateonline.com Phi Theta Kappa (205) 856-6019 arford@jeffstateonline.com Students in Free Enterprise (205) 856-7860 ttodd@jeffstateonline.com
Park Venues
Homewood Parks and Recreation 1632 Oxmoor Road Homewood, AL 35209 (205) 332-6700
G-2

Park Venues (cont.)
Tuscaloosa County Park and Recreation Authority 614 Greensboro Avenue Tuscaloosa, Alabama 35401 Veterans Park Valleydale Road Hoover, AL 35242 205-444-7500 Jefferson County Mountain Brook High School 3650 Bethune Drive Mountain Brook, AL 35223 (205) 414-3800 Spain Park High School 4700 Jaguar Drive Hoover, AL 35242 (205) 439-1400 Briarwood High School 6255 Cahaba Valley Rd Birmingham, AL (205) 776-5900 Hoover High School 1000 Buccaneer Dr Hoover, AL 35244 (205) 439-1200 Vestavia High School 2235 Lime Rock Road Vestavia Hills, Alabama 35216 (205) 402-5250
High Schools
Tuscaloosa County: Tuscaloosa County High School 12500 Wildcat Drive Northport, AL 35475 (205) 342-2670 Northridge High School 2901 Northridge Road Tuscaloosa, AL 35406 (205) 759-3590 Hillcrest High School 300 Patriot Parkway Tuscaloosa, AL 35405 (205) 342-2800 Alabama Christian Academy 2300 Veterans Memorial Parkway Tuscaloosa, AL 35404 (205) 553-596 Tuscaloosa Academy 420 Rice Valley Road North Tuscaloosa, AL 35406 (205) 758-4462
Bus System
Thrasher Brothers Trailways 6400 1st Avenue South Birmingham, AL 35212 (205) 591-8811
Local Businesses
Agatha Pihakis Local Store Marketer Jim N Nicks BBQ 3755 Corporate Wood Drive Vestavia Hills, AL 35242 agathap@jimnnicks.com
G-3

Local Businesses (cont.)
Sara Davis, PR & Sales Manager FLIP burger boutique-Corporate 1587 Howell Mill Road Atlanta, GA 30318 sara.davis@flipburgerboutique.com (770)710-4157 Garland Quinn, Marketing Manager Express Oil Change & Service Center 1880 Southpark Drive Birmingham, AL 35244 gquinn@expressoil.com (205) 397-1172 Jeff Martinez The Trak Shak 2839 18th Street South Homewood, AL 35209 jeff@trakshak.com
G-4

Campaign Book Final (Int)

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APR 433: Public Relations Campaigns

Young Minds, Big Ideas Agency

Strategy, Tactics, Evaluation

Goals Audience Profile

Strategy, Tactics, Evaluation

Primary Research Summary

A-1 B-1 C-1 D-1 E-1 E-14 F-1 G-1

Proposed Long-Term Budget

Media Outlets Short-Term Campaign Timetable

High School Adminstration, Faculty & Parents

Objectives, Strategy, Tactics, Evaluation

Long-Term Campaign Timetable Local Businesses

Short-Term Tactics Long-Term Tactics

chapter five: chapter four:

Evaluation Research instruments Campaign Contact Information

Break Habits, Beat Cancer 2013

Break Habits, Beat Cancer 2013

Tactic 2: Advocated healthy diet and exercise as well as can-

Tactic 4: Raised awareness of healthy diet, exercise and can-

Break Habits, Beat Cancer 2013

Break Habits, Beat Cancer 2013

Expanding UCSAs Foundation for the Future

Expanding UCSAs Foundation for the Future

To provide college scholarships and additional assistance to

Expanding UCSAs Foundation for the Future

Expanding UCSAs Foundation for the Future

Expanding UCSAs Foundation for the Future

Expanding UCSAs Foundation for the Future

Expanding UCSAs Foundation for the Future

Expanding UCSAs Foundation for the Future

Expanding UCSAs Foundation for the Future

Expanding UCSAs Foundation for the Future

Expanding UCSAs Foundation for the Future

Expanding UCSAs Foundation for the Future

the partnership. (See Appendix E-58)

Unit Price Quantity 19.99 1

Weebly Flash Website

Unit Price Quantity 9.75 1

Subtotal 29.50 58.50 20.70

Tax 2.65 5.26 1.86

Total 32.15 63.76 22.56

Budget Total $200

Proposed Long-Term Budget

Office Supplies $23.13

Manila Clasp Envelope - 100 per box 21.99

Stamps $23.00 Magnets $36.30

Unit Price Quantity Subtotal 0.46 50 23.00

Unit Price Quantity Subtotal 0.18 200 36.30

Unit Price 4.50 3.50 4.00 0.89 0.59 0.69

Subtotal 45.00 10.50 80.00 .89 118.00 6.90

Budget Subtotal $1,956.72

Budget Total $2,132.80

Short-Term Campaign Timetable

Long-Term Campaign Timetable

Long-Term Campaign Timetable

Week 4: Secure volunteers for setup and event.

Demographics for Tuscaloosa & Jefferson Counties

Media Outlets for Tuscaloosa & Jefferson Counties

Demographics for Tuscaloosa & Jefferson Counties

Primary Research Instrument

Primary Research Instrument

Primary Research Instrument