Client Background

Egleston Childrens Health Care System and Scottish Rite Medical Center came together to form Childrens Healthcare of Atlanta in 1998. Caring for more than half a million patients each year, Childrens is the largest pediatric provider in Georgia and has also been recognized as one of the largest pediatric systems in the country. Childrens Healthcare of Atlanta developed a single priority and that was children and families. In 2006, Childrens assumed responsibility for managing all services at Hughes Spalding Childrens Hospital, which eventually grew into three more hospitals and 17 neighborhood locations (http://www.choa.org/About-Childrens/ChildrensHistory). These neighbor facilities include the Marcus Autism Center, four Immediate Care Centers and facilities that offer primary care, sports medicine, rehabilitation and surgical services (http://www.choa.org/about-childrens). All of these actions were taken to better meet the needs of the community. At Childrens the leadership roles fall under three different categories. The first category is the Senior Leadership Team. The members of the Senior Leadership Team are responsible for all activities of the organization, ensuring that Childrens is staying true to its mission, vision and values, and developing and executing a strategy for doing so (http://www.choa.org/AboutChildrens/Leadership-Teams). The Senior Leadership Team was implemented to help Childrens stay true to its mission and if there is ever a time when the vision of Childrens gets off track, this team will be there to strategize a way to bring the vision back. The second group of leadership offered at Childrens is the Board of Trustees. The board of trustees is considered the governing body of Childrens. The board of trustees is made up by voluntary community leaders who share a commitment to serving the community by enhancing the lives of children (http://www.choa.org/About-Childrens/Leadership-Teams). The third group of leadership

offered at Childrens is the Foundation Board of Trustees. The Foundation Board of Trustees is considered the governing body of the Childrens Foundation. The Foundation Board of Trustees dedicates themselves to bringing hope and happiness to children by raising money and using volunteers in support of our pediatric healthcare system (http://www.choa.org/AboutChildrens/Leadership-Teams). Enhancing the lives of children through excellence in patient care, research and education is what Childrens strives for. The treatments offered at Childrens range from a minor injury to chemotherapy treatments. Whether it is a minor injury or chemotherapy each child is treated with the best and more serious care. The mission at Childrens is to enhance the lives of children through excellence in patient care, research and education. Childrens vision is to transform pediatric healthcare and be the leading voice for the health of Georgias children (http://www.choa.org/About-Childrens). Childrens key values: IntegrityBeing honest, ethical and committed to all we do Respect Appreciating all people, work and ideas NurturingFostering the care, growth and development of the individual ExcellenceDelivering the highest level of care and service TeamworkWorking together to achieve our goals (http://www.choa.org/About-Childrens)

SWOT Analysis
Strengths: Childrens is unique due to its excellence in patient care, research and education. Approximately one hundred and fifty doctors, which is more than any other hospital in Georgia, are included among the nations best doctors as listed by Best Doctors in America. Not only does Childrens have some of the best doctors in America but is also the pediatric physicianteaching site for Emory University School of Medicine and Morehouse School of Medicine. Childrens is unique due to the wide variety of services they offer. The services offered range from clinical services working with cardiology, radiology, sports medicine and surgery to support services such as child life, gift shops, social work and volunteers. It doesnt stop there; Childrens also offers conditions or procedure services such as working with children with asthma, ear tubes, liver failure and X-rays. The services offered at Childrens are abundant. The efforts at Childrens have been noticed through many awards and recognitions. Parents magazine and U.S. News & World Report have recognized Childrens expertise and ranked them as one of the top pediatric hospitals in the country. Fortune magazine has included Childrens on its elite list of 100 Best Companies to Work For for five consecutive years (http://www.choa.org/About-Childrens/Awards-and-Recognition). Weaknesses: Community outreach is a weakness that Childrens struggles with. Often times there is the misconception that Childrens only treats young children. Childrens is recognized for their care for young children and teens. With an increase in community outreach small misconceptions like this could be avoided. Young moms are a public that should be addressed more than it has previously been

done. These moms are young and might not be familiar with the best childrens hospital in their community. This public should be more formally targeted because many of these young moms are left wondering where to take their child when they are ill due to the fact that information has not be properly available for them. Childrens Healthcare of Atlanta needs to increase awareness among mothers with young children, new mothers and also increase media coverage. The new products and services offered within Childrens often times goes unnoticed due to the lack of media coverage. Increasing media coverage would help reach out to all audiences, especially young moms, who watch TV or are constantly searching the web. It will better inform all of Childrens publics. Opportunity: The current opportunity is to increase awareness of Childrens Healthcare of Atlanta. From increasing awareness of Childrens, publics such as moms with young children and young moms will become better informed about what Childrens has to offer and more likely bring their children there when they are ill or injured. As a young mom, their awareness and involvement of Childrens may vary depending on how much research they have done or the influential figures in their life. It is likely that these young moms do not have any opinions about Childrens because they are uninformed about what Childrens can offer them and their family. Reaching out to young moms could potentially benefit Childrens as well as these young moms looking for a reliable and safe place to take their children when they are ill. Threats: Other local childrens hospitals and other hospitals in general may pose a threat because they are competition to Childrens. Young moms are a public that must be dealt with in a delicate manner. Reaching out to young moms must be done in a sensitive and non-judgmental way. If

these young moms feel like they are being targeted for being young they might interpret Childrens reaching out as a way of considering them uneducated and these emotions could lead them to shut Childrens out completely. In order to successfully reach out to young moms, it must be done in a neutral way so these young moms feel like this information is being delivered to all mothers. The best way to prevent these issues is through increasing awareness through media coverage. This generation, most teenagers to young adults are consistently on the Internet searching, updating on Twitter or Facebook or blogging. Increasing media coverage through mediums that these young moms use on a daily basis could prevent any issues that could stem from messages seeming to be judgmental as well as reach out and comfort these young moms by providing them with answers to questions and valuable information.

Intended Publics:

1. Young moms 2. Media 3. Moms with young children 4. Potential pediatricians

Specific Goals and Objectives

Goal 1: To increase awareness of Childrens Healthcare of Atlanta Objective 1: To increase awareness among young moms and new mothers of CHOAs services by 25% by January 2012. Tactic 1: Website revisions Tactic 2: Fact sheet about CHOA services Tactic 3: Facebook and Twitter updates and engagement Tactic 4: Feature story and pitch of child who came to CHOA and got better Tactic 5: Brochure Tactic 6: Host event- Concert for a Cure Objective 2: Increase media coverage of CHOA by 5 substantive stories by January 2012. Tactic 1: Website revisions Tactic 2: Host event- Concert for a Cure Tactic 3: Create and pitch press release about event Tactic 4: Facebook and Twitter updates and engagement Tactic 5: Feature outline and pitch about child who came to CHOA and got better Tactic 6: Fact sheet about CHOA services

Planning Grid

Goals Goal 1 Objectives

1. To increase awareness of Childrens Healthcare of Atlanta. 1. To increase awareness among young moms and new mothers of CHOAs services by 25% by March 2012. 2. Increase media coverage of CHOA by 5 substantive stories by March 2012. Objective 1 1. Website revisions 2. Fact sheet about CHOA services 3. Facebook and Twitter updates and engagement Objective 2 1. Website revisions 2. Host event- Concert for a cure 3. Create and pitch press release about event

Goal 1 Tactics* 4. Feature story and pitch of child who came to CHOA and got better 5. Brochure 6. Host event- Concert for a Cure Strategic Messages 4. Facebook and Twitter updates and engagement 5. Feature outline and pitch about child who came to CHOA and got better 6. Fact sheet about CHOA services

Childrens Healthcare of Atlanta strives to help enhance the lives of children through outstanding patient care and services.

Measuring the Effectiveness of Each Tactic

Tactic Website revisions post ideas Fact sheet about CHOA services left out after reading Facebook and Twitter updates engagement Feature story and pitch of a child who came to CHOA and got better Brochure Host event and how Create and pitch press release about event Feature outline and pitch about child who came to CHOA and got better

Measurement Survey asking if people like the new revisions better and offer comment box for them to Survey with questions regarding all information given in the fact sheet, ask if anything was or if you are left with more questions it. Use website tracking (bit.ly) to track how many and people are clicking on each site, what time of day and what articles or links Survey asking peoples feelings about the feature story Focus group guide asking what we need to improve or what is good about the brochure Send out a survey after the event asking what people liked and disliked about the event to make it better for next time Focus group guide discussing the strengths and weaknesses about the press release Survey asking peoples thoughts on the feature a outline. Allow a comment box so the respondents can provide their personal feedback.

Plan of action

April: 4/4/11-12/31/11: Begin the planning process for event held in January 2012 July 2011: Week of 4/4/11: Website revisions Week of 4/11/11: Public survey about website Week of 4/18/11: Additions or subtractions to website based on survey July 2011: Week of 4/4/11: Facebook and Twitter updates and engagement Week of 4/11: Using bit.ly track how many people are clicking and what theyre clicking Week of 4/18/11: Review all bit.ly recordings and reevaluate social media for the future based on these recordings September 2011: Week of 5/5/11: Fact sheet about CHOA services Week of 5/12/11: Public survey about fact sheet Week of 5/19/11: Review survey answers and record for future fact sheets October: Week of 10/3/11: Feature story and pitch of a child who came to CHOA and got better Week of 10/10/11: Survey about peoples feelings about the feature story Week of 10/17/11: Review survey and take notes for future feature stories October: Week of 10/17/11: Feature outline and pitch of a child who came to CHOA and got better Week of 10/24/11: Follow up on feature outline and note any corrections for next time November: Week of 11/7/11: Create and pitch press release about event Week of 11/14/11: Follow up on press release December: Week of 12/5/11: Create brochure with children of CHOA and Christmas Week of 12/12/11: Revise and make any corrections to the brochure Week of 12/19/11: Mail brochure to local families in the community January: Week of 1/1/12: Finish up all planning all last minute details for event 1/20/12: Event takes place

Description of Event

Concert for a Cure will kick off 2012! Concert for a Cure will be a concert held for all children and families in the Atlanta area, including all of the children that are at Childrens Healthcare of Atlanta. The concert will be free to the public but all proceeds will be donated towards Childrens equipment and any renovations for 2012. Families and children are encouraged to get there early because once the room cafeteria is full; we are required to close the event due to safety precautions. The purpose of the event is to bring all children in the Atlanta area together to enjoy and sing to the popular artist, Justin Bieber. The concert will be held at Childrens Healthcare of Atlanta in the cafeteria area. There will be food provided for the children, both healthy and a few sweets. The theme will consist of bright colorful decorations including balloons; beach balls and CHOA designed shakers. We will hand out informational pamphlets with all information related to Childrens services and patient care. There will also be sheets set up around the food for parents to add their email addresses to receive monthly information from Childrens. This concert is striving to bring a smile to all childrens faces and allow them to have a night to forget about their illness and be a kid! Dates for Planning: Planning Evaluation Event Date: January 20, 2012 Goals: To increase awareness of Childrens Healthcare of Atlanta. Objectives: To increase awareness among young moms and new mothers of CHOAs services by 25% by March 2012. Increase media coverage of CHOA by 5 substantive stories by March 2012. To collect more than 1,000 new email addresses by the end of the event. To raise more than $100,000 in donations. To recruit at least 25 volunteers. Begins 4/4/11 1/20/12 Ends 1/20/12 3/5/12

Event Plan

Tasks/Steps Responsibility 1) Acquire Volunteer 1 permission from Childrens on April 4th. Acquire any necessary permits. 2) Book band for Volunteer 2 concert. 3) Rent stage equipment 4) Arrange for stage set-up.

Task materials and requirements Permit paperwork Necessary signatures Permit payment Pay deposit Obtain phone numbers for the band. Call the band. Arrange for the band to sign contracts Research and rent necessary equipment Payment for equipment Hire workers Assign worker tasks Manage workers during stage set up Pay workers Select and pay for rentals Oversee decoration set up Write, edit and pitch press release Pitch feature Write, edit and distribute fact sheet to local print and broadcast media Update website and social media Write, edit, print and assemble press kits Order treat bags and goodies with logo for the media Print and pass out press credentials Answer press inquiries Facilitate interviews during event Update Twitter and Facebook throughout event Record and upload digital video of the event Collect stories for blog Arrange interviews with the performer, survivors and organization members Serve as liaison between Childrens representatives and organization. Oversee security, Childrens relations and clean up.

Do By 4/4/11

5) Oversee decorations. 6) Plan and execute pre-concert media strategy.

7) Plan and execute media relations on day of event.

Volunteer 1 Volunteer 3 Volunteer 1 Volunteer 1, Volunteer 4, Volunteer 5, Volunteer 6, Volunteer 7 Volunteer 1, Volunteer 4, Volunteer 5, Volunteer 7

5/4/11

9/19/11 8/8/11

8/22/11 11/7/11

12/19/11

8) Work with Childrens to make sure it has appropriate security, bathrooms, cleanup personnel.

Volunteer 8

1/2/12

Tasks/Steps 9) Develop performance schedule and communicate with performer. 10) Set up and run backstage and VIP area.

Responsibility Volunteer 2

11) Oversee event production.

Volunteer 9, Volunteer 10, Volunteer 11, Volunteer 12 Volunteer 1, Volunteer 13 Volunteer 14

Task materials and requirements Work with the band to coordinate performance times Pay the band Collect the band rider Arrange for performer hotel and travel. Purchase requests from the band rider Set up back stage and VIP area and furniture rental Make sure the performer is happy Make sure VIPs (donors, volunteers, survivors) get to meet the performer Hire event technicians, stage hands and outside production company Serve as a liaison between production company and PR team before and during event Rent tents and tables for vendor and information booths Solicit vendors and invite local research and cancer organizations Capture and record event for organization (via Twitter, Facebook, digital video camera) Interview attendees and the performer Be on-call to assist where needed Write, edit and design survey/donation mailer cards for event Work with printer to be sure they are printed and arrive on time Arrange for volunteers to pass out cards Oversee distribution at event Oversee entire cafeteria clean-up Everyone make sure their particular areas are cleaned up, rentals are taken away. Participate in de-brief meeting to discuss strengths and weaknesses of event Analyze surveys returned as mailers. Scan media for coverage. Keep clippings and videos of coverage. Assemble and file event records.

Do By 11/7/11

1/20/12

1/20/12

12) Coordinate vendors.

11/7/11

13) Report on event for the organization. (Inhouse event reporter) 14) Create and distribute survey and donor cards.

Volunteer 6, Volunteer 15 Volunteer 13

1/20/12

12/12/11

15) Oversee clean up. 16) Evaluate effectiveness of event.

Volunteer 15 Everyone

1/20/12

1/23/12

Detailed Event Timeline

Time 8:00am 8:30am 9:00am Task Arrive at Childrens General event meeting Set up press table Set up VIP table Set up vendor booths Oversee stage set-up Lunch break Greet bands Responsibility Everyone Everyone Volunteer 1, Volunteer 2, Volunteer 3, Volunteer 4 Volunteer 5, Volunteer 6, Volunteer 7, Volunteer 8 Volunteer 9, Volunteer 10 Volunteer 11, Volunteer 12 Everyone Volunteer 13, Volunteer 14 Volunteer 15, Volunteer 1 Location Childrens Healthcare of Atlanta Childrens cafeteria Press tent, back of cafeteria VIP table, front right side of cafeteria Vendor row, outside of cafeteria Stage area Cafeteria VIP table VIP table and throughout cafeteria

11:30am 12:30pm

Oversee cafeteria preparations 6:00pm EVENT START 11:00pm EVENT END Clean-up

11:30pm

Everyone, including clean up crew

Clean up cafeteria

Budget
Tactic Item Performer (includes rider items) Performer accommodations and travel Press takeaways Stage Production company (includes stage hands and technicians) Table rental Decoration rental Event employees Cost $2,000,00 0 $5,000 $500 $100,000 $50,000 $500 $5,000 $5,000 Tactic Total Concert Total

Concert

$2,169,000 $2,175,500

Mailers

Design Printing Postage and Mailing

$2,000 $3,500 $1,000

$6,500

Media to Pitch: Atlanta Journal Constitution Atlanta Parent Online Haute Living Magazine Atlanta Magazine Atlanta Kids.net In-house Coverage: Volunteer 6 and volunteer 15 will report on the event for Childrens. They will capture and record the event using digital video cameras. They will also report the event via Twitter and Facebook through uploading pictures and posting recent updates. Event Evaluation: The event will be evaluated based on how many people attend, if our goal of $100,000 of donations is met, if we collect at least 1,000 email addresses, recruit 25 volunteers and if we increase awareness by March 2012. After collecting all of these results and data, I will conduct a meeting with all of the volunteers and myself to evaluate the concert based on all of the results

and create a new plan filled with new improvements for a future fundraiser.

Michael Joseph, publisher of Atlanta Journal Constitution 404-526-5889 mjoseph@ajc.com Hi Joseph, Want to make a difference in a childs life? Childrens Healthcare of Atlanta is proud to host their first annual Concert for a Cure on Jan. 20, 2012. Concert for a Cure will feature the young popular artist, Justin Bieber. The concert will take place in the cafeteria at Childrens Healthcare of Atlanta. The Atlanta Journal Constitution is a trusted source for information for Childrens Healthcare of Atlanta. Your readers will be interested in the story because many of your readers are part of a family or have their own family. Concert for a Cure will be held for all children and families in the Atlanta area in efforts to support all previous patients and current patients at the hospital. The concert will be free to the public but all proceeds will go toward new equipment for the hospital and any upcoming renovations for 2012. I am asking you to publicize this event in the paper to help people in the Atlanta area become aware of Concert for a Cure. The more people that are in attendance the more successful the concert will be. A full press release is below with more information. I will follow up with you next week, but please let me know if you have any questions or concerns. Thanks, Katie OLaughlin

For Immediate Release Concert for a Cure will Kick off 2012 This concert is striving to bring a smile to all childrens faces and allow them to have a night to forget about their illness and just be a kid. ATLANTA, Ga. (Nov. 17, 2011)Childrens Healthcare of Atlanta is proud to host their first annual Concert for a Cure on Jan. 20, 2012. Concert for a Cure will feature the young popular artist, Justin Bieber. The concert will take place in the cafeteria at Childrens Healthcare of Atlanta. The concert will be held for all children and families in the Atlanta area in efforts to support all previous patients and current patients at the hospital. The concert will be free to the public but all proceeds will go toward new equipment for the hospital and any upcoming renovations for 2012. Vanessa Smith, director of fundraising events at Childrens Healthcare of Atlanta said, We are expecting full attendance because of the popular young pop artist, so families and children are encouraged to arrive early. There will be food provided for the children, healthy snacks and lets not forget about a few sugary treats, Smith said. We want this event to demonstrate our mission by bringing all previous and current patients together and of course to see smiles to all of the childrens faces. Hired workers dressed in brightly colored outfits will greet families and children. These workers will be handing out informational pamphlets with all information related to services and patient care offered at Childrens Healthcare of Atlanta. There will also be sheets set up around the food tables that allow parents to sign up to receive monthly information emails from Childrens Healthcare of Atlanta. While witnessing the laughs and smiles on your childs face, the informational pamphlet allows you to learn about the services Childrens Healthcare of Atlanta has provided or can provide for your child in the event of an illness or injury, said Michelle Robinson, volunteer with fundraising events for the hospital. Concert for a Cure will allow your children to temporarily forget about what tomorrow may bring and laugh and sing along to a young popular artist.

-moreAbout Childrens Healthcare of Atlanta Childrens Healthcare of Atlanta, one of the leading pediatric healthcare systems in the country, is a non-profit organization that benefits from the generous philanthropic and volunteer support of our community. Childrens is nationally recognized for excellence in cancer, cardiac, neonatal, orthopedic and transplant care, as well as in many other pediatric specialties. Child magazine ranks Childrens as one of the top 10 childrens hospitals nationwide and Childrens is among U.S. News & World Reports top pediatric hospitals. To learn more about Childrens Healthcare of Atlanta, visit http://www.choa.org or call 404-250- KIDS. ### Contact: Katie OLaughlin, director of public relations Childrens Healthcare of Atlanta 678-577-9443 http://www.choa.org News Outlets: Atlanta Journal Constitution Atlanta Parent Online Haute Living Magazine Atlanta Living Magazine Atlanta Kids.net

MEDIA CONTACT: CHILDRENS HEALTHCARE OF ATLANTA FACT SHEET Mission: The mission at Childrens is to enhance the lives of children through excellence in patient care, research and education. Childrens vision is to transform pediatric healthcare and be the leading voice for the health of Georgias children. Goals: Programs: How to get involved: Focus Areas: Location: Website: Phone:

Keyword Research and Search Engine Optimized Web Copy

Client Website Pages to Revise 1) Home Page 2) Events 3) Jobs Potential Keywords Healthcare jobs Childrens hospital Hospital jobs Childrens Healthcare of Atlanta Kids events

Local Monthly Searches 201,000 246,000 550,00 2,900 74,000

Global Monthly Searches 301,000 301,000 823,000 3,600 90,5000

Page name

Title tag (66 letters max) Childrens Healthcare of Atlanta

Home Page

Meta Keyword(s) description tag (160 letters max) Learn more Childrens information Healthcare of about why Atlanta Childrens Healthcare of Atlanta is one of the leading pediatric hospitals in the country.

Images and links

Page copy

Multiple smiling children of many ethnicities

Childrens Healthcare of Atlanta is one of the leading pediatric hospitals in the country. Childrens Healthcare of Atlanta offers a variety of services for all children. As you walk into Childrens Healthcare of Atlanta, you will be welcomed with open arms. Your child will feel safe and get the best treatment at our hospital, Childrens Healthcare of Atlanta. We hire the most experienced and qualified employees at Childrens Healthcare of Atlanta to provide your child with the best

Events

Kids Events at Childrens Hospital in Atlanta

Find out more about our events at our Childrens Hospital in Atlanta

Kids Events

Images from previous events with children and other adults Link to the different events

treatments. Not only do the employees at Childrens Healthcare of Atlanta offer the best treatment to the children but also to the families and parents of these children. As a parent at Childrens Healthcare of Atlanta, you will always be informed by the doctors and nurses each step of the way to recovery. Childrens Healthcare of Atlanta is recognized for the excellent staff provided and the care that is provided to children. Want to find out more about the events for kids at Childrens Healthcare of Atlanta? At Childrens Healthcare of Atlanta, we support the fundraising for kids events to help bring the community together and find smiles on the childrens faces. There are also many different kids events held throughout the year to help benefit Childrens Healthcare of Atlanta. There are ways to donate money to these kids events or attend the kids events. You can help by hosting your own kids event, volunteering at the kids events or event auction donations for kids. There are even more opportunities offered to

help support Childrens Healthcare of Atlanta. Jobs Jobs at Childrens Healthcare of Atlanta Find out more information about potential jobs with Childrens Healthcare of Atlanta Healthcare Jobs Images of current employees Links to different applications for each job