PR Campaigns Final Project by Jill Bledsoe

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!"#$%&'(&)'*+%*+,& !"#$%&'(&)'*+%*+,& Statement of Principles…………………………………………………………………………………………...…1! Situational Analysis…………………………………………………………………………………………………..2 Goals and Objectives…..…………………………………………………………………………………...…….3-4 Key Publics…………………………………………………………………………………………………………5-7 Research Overview…………………………………………………………………………………...…………8-11 Campaign Plan……………………………………………………………………………………...…………..12-14 Recommendations………………………………………………………………………………..………….…15-20 Communication Strategy…………………………………………………………………………..………………21 Schedule……………………………………………………………………………………………..………….…..22 Budget…………………………………………………………………………………………….……..………23-28 Evaluation Plan…………………………………………………………………………………………...……..….29 Appendix A- Calendar Template...………………………………………………………………….………...30-35 Appendix B- Press Release...………………………………………………………………………………..……36 Appendix C- Public Service Announcement…………………………………………………………………37-38 Appendix D- Spay and Neuter Fact Sheet………………………………………………………………….……39 Appendix E- LCHS Fact Sheet……………………………………………………………………………….…...40 Appendix F- Registration Form……………………………………………………………………….…………..41 Appendix G- Flyer…………………………………………………………………………………….………...42-43 Appendix H- Voting Form………………………………………………………………………….………………44 Appendix I- Widget………………………………………………………………………………….………….45-50 Appendix J- Flash Site…………………………………………………………………………………….…...51-53 Appendix K- Rules for Contest…………………………………………………………………………….……...54 Appendix L- Newsletter Article for Kick-off Event…………………………………………………….…………55 Appendix M- Newsletter Article for Calendar Sale…………………………………………………….………..56 Appendix N- Media Contact Sheet………………………………………………………………………..………57 Appendix O- Kick-off Contact Sheet………………………………………………………………………….…..58

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I. II. III. IV. V.

We will accurately assess the clientâ&#x20AC;&#x2122;s needs and develop a sufficient, affective public relations campaign. We will research the client and situation so that we can best execute a campaign accordingly. After researching, we will come up with a solution that will benefit the client in the greatest way. We will target the necessary publics by using key messages that will promote the common wealth of all parties involved. We will represent our client in an ethically sound manner and use the ideals and principles of the field of public relations while doing so.

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The LCHS is currently trying to raise money to build an on-site spay and neuter facility. This shelter will offer exclusive spay and neuter services to the animals at the shelter before they leave with their new owners. Currently, the pets are being transported to the Auburn University Veterinarian School for the spay and neuter procedures. This process is dangerous, because the transportation causes stress on the animals and allows the spread of diseases. The construction of an on-site facility has many benefits. It will eliminate the stress placed on the animals, because of transportation as well as cut down on the amount of diseases spread. The staff working at the spay and neuter facility will be vet school students from Auburn University. This will allow the students to get hands on practice and training. The LCHS needs to raise $200,000 to build the spay and neuter facility. They have raised roughly $160,000 through various donation programs like â&#x20AC;&#x2DC;Hour of Pay.â&#x20AC;&#x2122; They have hit a plateau and need a new program to get the remaining $30,000. The specific need that we will be addressing is formulating a campaign to spread awareness throughout Lee County. The campaign will be targeting the community to make them aware of the benefits a spay and neuter facility would bring to the area. The campaign will also include new opportunities for the community to get involved through donations and participation in various events. With the assistance of Stacee Strength, LCHS director of public relations and development, we feel development and implementation of our campaign will be a success. !

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When we approached the task of assigning objectives to our campaign, we came up with five types of objectives that will help LCHS obtain its ultimate goal of raising awareness for the need of a spay and neuter facility and encouraging people to donate to the construction. The five types of objectives we cover are terminal, intermediate, attitudinal, behavioral and informational. These terms are defined below: •

Terminal: The ultimate goal of the campaign

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Intermediate: A smaller goal that needs to be achieved to fulfill the terminal goal

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Attitudinal: An objective that strives to influence its target public’s attitude on a particular issue

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Behavioral: An objective that strives to steer its target public’s to perform a certain behavior

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Informational: An objective that strives to give a target public information on a certain issue

Our goals and objectives are stated as followed: 1. Terminal: To provide all animals within the Lee County Area with the ability to be spay and neutered in a safe and sterile environment. 2. Intermediate: To raise $200,000 for the construction of a spay and neuter facility through donations from the community.

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3. Informational: To inform the Lee County community of the need of the spay and neuter facility. 4. Attitudinal: To promote a positive feeling toward the spay and neuter facility through the Lee County area. 5. Behavioral: To encourage people to donate money to the construction of the spay and neuter facility.

There are two main points we feel that need to be addressed through our campaign. First is, the people of Lee County need to understand the importance and benefit the spay and neuter facility will have on their community and the over grown animal population. We fulfill this need through the informational and attitudinal objectives. The second main point deals with the need for the people of Lee County to understand that their help is needed to build this facility and without their monetary support the LCHS would not have the funds to build the facility. We fulfill this need through the behavioral objective. The intermediate and terminal goals can only be reached if the attitudinal, behavioral and information objectives are executed successfully first.

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With the overall goal of this campaign in mind, we have been able to target a key public. We believe that in order for this campaign to succeed, we must be specific in public targeting. This is why our single key public can be broken down into two smaller publics. One of the primary goals of the campaign is to raise the necessary amount of money in order to meet the $200,000 dollar goal set by the LCHS. In order to meet this and other goals, we believe that the campaign should focus on existing pet owners and animal lovers in the Lee County area. The idea is to focus on individuals who are more likely to give than others. In this case, pet owners in the area are more likely to give than residents without pets. Targeting pet owners in Lee County would be too vague. In order for this campaign to succeed, we need to better define whom we are trying to reach. For this reason, we have broken down our primary public into two smaller categories. The first can be described as an active public. An active public is one that is already engaged with an organization. For the LCHS, this would include county residents who are already aware of the need for the spay and neuter facility. It may also include those who have given to the LCHS in the past, receive the Paw Prints newsletter or have participated in past events. Our goal for this public is to create retention from the past donors and event participants. The second can be described as an aware public. An aware public is one that may be aware of the need for a spay and neuter facility, but might not know how to help

!"#$%&'()*+$ !"#$%&'()*+$ or have chosen not to in the past. Our goal for this public is to gain involvement and donations. Our campaignâ&#x20AC;&#x2122;s communication tactics will be designed with these publics in mind. We will utilize different mediums in order to reach the two. We believe that if we have a clear understanding of our public, the communication tactics we use will be as effective as possible. The tactics used will be outlined in the Communication Strategy section of this campaign book. The tactics will be detailed along with their correlating publics.

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Key Public: Pet owners and animal lovers in the Lee County area Public Types •

Active o Residents who are already engaged with the LCHS o Residents who understand the need for a spay and neuter facility o Residents who know how to make donations or contributions o Examples !

Residents that have given donations to the LCHS in the past

Residents that have participated in previous LCHS events

Residents that already receive LCHS publications and know how to make contributions

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Aware o Residents who may or may not be aware of the need for a spay and neuter facility o Residents who are not currently engaged with the LCHS o Residents who do not know how to make donations or contributions o Examples !

Pet owners or animal lovers in the county that have never donated to the LCHS

Residents that have not participated in previous LCHS events

Residents that do not receive LCHS publications and don’t know how to make a donation or contribution

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We decided through research that the Pet Pals Calendar would be the smartest and most profitable source of income for LCHS. We benchmarked other humane societies in Huntsville, Birmingham, Mobile and Montgomery to come to this conclusion. We personally contacted these humane societies and asked them questions regarding the success of their past calendars. Through this research, we discovered that past calendar sales were extremely profitable for them. Sales for their calendars averaged a profit of $30,000-$50,000 each year they attempted a calendar. The Internet was also a powerful source when we were conducting research. We used it as a tool to gather information and view other humane societiesâ&#x20AC;&#x2122; work. We also met with Stacee Strength to view previous projects that the LCHS has created to raise money for their organization. Through talking with Strength and the research we did through other humane societies, we all agreed upon the calendar as the most beneficial project for LCHS. When creating a template for the calendar, we observed older LCHS calendars and calendars from other humane societies like Birmingham and Montgomery. We created a template that we felt best displayed the pets and dates accurately, as well as the advertisements we will be allowing on each page. We also evaluated other factors that go into creating a photo contest. We gathered registration forms and rules from other humane societies to come up with our

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set of rules. All of these elements helped us created a photo contest and calendar that we feel will be successful for the LCHS.

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Mobile photo contest registration form and rules

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Birmingham photo contest registration form and rules

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Terminal Goal: 1. To provide all animals within the Lee County area the ability to be spayed and neutered in a safe and sterile environment. Intermediate Goals to reach key publics: 1. To raise money for the spay and neuter facility. â&#x20AC;˘

Objective 1 (Intermediate): To raise funds to reach the $200,000 needed for the construction of an on-site spay and neuter facility at LCHS. ! Strategy 1: Give the citizens of the Lee County community a fun and easy way to donate to LCHS. Tactic 1: Pet Pals Photo Contest and Calendar ! Strategy 2: Make the contest interactive and easy-to-use. Tactic 1: Widget Tactic 2: Flash site Tactic 3: Online registration form

2. To make citizens aware of the need of an on-site spay and neuter facility. â&#x20AC;˘

Objective 2 (Informational): To inform the Lee County community of the need of the on-site spay and neuter facility. ! Strategy 1: Provide the public with factual information on the benefits of spaying and neutering animals. Tactic 1: Fact sheet Tactic 2: Flyer !

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3. To generate a positive attitude toward the construction of the spay and neuter facility. â&#x20AC;˘

Objective 3 (Attitudinal): To promote a positive feeling toward the spay and neuter facility through the Lee County area. ! Strategy 1: Provide citizens with positive, factual information on spaying and neutering pets. Tactic 1: Fact sheet Tactic 2: Flyer

4. To move people into action to donate money toward the development of the spay and neuter facility. â&#x20AC;˘

Objective 4 (Behavioral): To encourage people to take action and donate money to the development and construction of the on-site spay and neuter facility. ! Strategy 1: Utilize mass media to make key publics aware of the Pet Pals Photo Contest. Tactic 1: PSA Tactic 2: Press Release Tactic 3: Fact sheet ! Strategy 2: Make it easy to participate in the Pet Pals Photo Contest Tactic 1: Widget

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Tactic 2: Flash site Tactic 3: Online registration form

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We have come up with several recommendations for the execution of our campaign plan. These recommendations include an article to go in the LCHS newsletter, creating flyers for the contest, updating the clientâ&#x20AC;&#x2122;s Web site, and creating a press release, public service announcement and fact sheets about the kick-off event and photo contest. Objective 1, Strategy 1, Tactic 1- Pet Pals Calendar After researching fundraising efforts of humane societies around the state of Alabama and talking through ideas with LCHS PR director Stacee Strength, we came up with our first tactic. Our objective is to help LCHS raise $200,000 for the development of an on-site spay and neuter facility. Our tactic to fulfill this objective is to set up a LCHS Pet Pals Photo contest and calendar. The LCHS will be able to make money off of both events and they will work handin-hand with one another. The photo contest will be set up where pet owners can submit a photo, registration form and entry fee to enter their pet in the contest. Owners can submit as many pets as they would like and can vote on their photo as many times as they would like. There are two levels of entry. The first is $10 which is to register one pet, and covers entry fee costs only. The second is $20 which covers the entry fee of one pet and also covers your first 15 votes. If pet owners would not like to take advantage of ,

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this offer, they can still make individual votes for their pets. The individual votes are $1 per vote. Again, owners are allowed to vote as many times as they would like. The pet receiving the most votes at the end of the contest will be featured on the front of the 2010 Pet Pals Calendar. The next 12 pets receiving the most votes will be the featured pets from January 2010 through December 2010. The calendars will be out for sale in October of 2010. The price per calendar will be left up to Stacee Strength and the fundraising committee at LCHS depending on how much was raised from the photo contest. Objective 1, Strategy 2, Tactic 1- Widget In order to make the photo contest fun and easy-to-use, we recommend embedding a widget into the LCHS’s current Web site. This widget will keep everything about the photo contest at the viewer’s fingertips. The home face of the widget will provide a countdown to the final day of voting on the pet photos. There are three tabs on the side of the widget. There is an “About” tab, which gives viewers a detailed summary of the photo contest and calendar. Next is the “Contact” tab. This tab will contain contact information and the LCHS number they can call with any questions about the contest. The third tab is the “Progress” tab. This tab will show how much money has been raised and how much more is needed to , ,

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reach the necessary $200,000. There will also be a link on the widget to the Flash site where they can view all photo submissions. Objective 1, Strategy 2, Tactic 2- Flash site Another way we recommend making the contest fun and easy-to-use is by utilizing a Flash site for the viewing of the pet photos. Through this site, people can look at all photos that have been submitted. This will be something exciting for pet owners to view and share with friends which may spur them to get in on the excitement. Objective 1, Strategy 2, Tactic 3- Online registration form The registration form that will be available at the LCHS will also be available in the form of a PDF file on the LCHS Web site. This registration form explains the photo contest and what the money is going toward. It also has a cut-off section at the bottom that participants can submit by mail or in person at the LCHS. Making the form available online makes it easy to print, fill out and have ready before they drop it off. This saves the participants time and makes them more likely to participate. Objective 2, Strategy 1, Tactic 1- Fact sheet In order to expect the community to want to help, the community must recognize the need for the on-site spay and neuter facility. The first tactic used to do this is by distributing a fact sheet with a press release that will be going to the media.

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This fact sheet will include the benefits of spaying and neutering pets. This will give the media factual information to distribute in the form of editorials, features or any other type story they may write about the photo contest. Objective 2, Strategy 1, Tactic 2- Flyer We also recommend the distribution of a flyer for people to take if they are interested in the photo contest or if they have already registered. One side of the flyer is completely devoted to facts about spaying and neutering pets. This will provide individuals with factual knowledge that they can distribute to family and friends. Objective 3, Strategy 1, Tactic 1- Fact Sheet In order to generate a positive attitude toward the construction of the spay and neuter facility, we suggest releasing fact sheets with positive information about the spay and neuter facility and its benefits. The problem LCHS has been facing is that many people do not know much about the benefits a facility would bring to the community and the animals. We feel this is a great way to put the information in their hands. Objective 3, Strategy 1, Tactic 2- Flyer The flyer will just serve as another way to get positive, factual information out to the public. This flyer will contain facts about the benefits of a spay and neuter facility along with key dates and information for the photo contest.

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Objective 4, Strategy 1, Tactic 1- PSA The final objective is to actually encourage people to take action and donate money through participating in the photo contest. In order for people to know about the event, some form of publicity must be used. The first form of publicity we recommend utilizing is recording a Public Service Announcement to be broadcast on local radio stations. This will notify the public of the upcoming contest, important dates and who to contact for more information. Objective 4, Strategy 1, Tactic 2- Press Release The press release will also be a form of publicity for the photo contest. This is just another way for LCHS to utilize the media and let both the active and aware publics know about the event. This gives the public multiple opportunities to hear about the upcoming deadlines and event. Objective 4, Strategy 1, Tactic 3- Fact sheets We recommend sending out fact sheets along with the press release. This will give the media more in-depth information on the benefits of a spay and neuter facility, as well as what LCHS is and what services they offer. The fact sheets will serve as another tool to make the public aware of LCHS, the photo contest and how their participation in the contest will make a difference in Lee County. This is an important part of gaining support and encouraging locals to take action and donate. !

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Objective 4, Strategy 2, Tactic 1- Widget Our final strategy in getting people to take action and donate is to make it as easy as possible to participate in the photo contest. Our first tactic in doing this is to embed the widget in LCHS’s current Web site. Once again this puts everything about the photo contest at the participant’s fingertips. Having everything available in one spot on the Web site keeps participants well-informed of the progress of the contest. We also believe that being able to see the monetary progress of the contest will encourage people to join in and donate also. Objective 4, Strategy 2, Tactic 2- Flash site The second tactic used for this strategy is the creation of a Flash site where the pet photos can be viewed. This site can also be embedded into LCHS’s current Web site. This is another way to keep the contest at the participants’ fingertips and gives them a place to bring friends and show them what is going on. The Flash site will also get them excited, as they will be looking at the photos and selecting their favorites. Once they have their favorites, they will want them to win and in turn vote on them.

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We designed a communication strategy in the form of a schedule for Stacee Strength and LCHS. LCHSâ&#x20AC;&#x2122;s busiest month is going to be May, where we plan to try and get the most accomplished. The first week of May is when an article in the LCHS Paw Prints Newsletter will go out to the public. The desired public is people who are subscribed to the newsletters in hope that they will become aware of the Pet Pals Calendar Contest and make other people aware as well. May 1, 2009, is when we will send out the press release for the Pet Pals Calendar Kick-Off. We want Lee County pet owners to be our main target. Secondly, we will also send out a PSA about the kick-off on May 1. The widget we have created for the LCHS web site will be published on the website on June 6, 2009. The function of the widget is to remind the contestants of the time span they have to enter their pet photo in to the Pet Pals Calendar contest. It will act as a countdown until the last day photos can be submitted. Lastly, we are going to place the flash site we have created on the LCHS web site as well on June 6. The flash site will contain all of the pictures of the pets that are being submitted for the contest. Contestants will be able to go online and find the picture they submitted and look at other pictures that people have submitted as well. !

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Below is a schedule to help ensure adequate time for completing each task of the campaign.

Date

Task

May 1, 2009

Place registration forms at front desk of LCHS

May 1, 2009

Send out press releases

May 1, 2009

Send out PSA

May Newsletter

Place article in newsletter about photo contest

May 16, 2009

Pet Pals Photo Contest kick-off event

June 6, 2009

Deadline for photo and registration submissions

June 10, 2009

Voting begins

July 24, 2009

Voting ends

August 7, 2009

Finalize template

August 10, 2009

Send template to printer

November Newsletter

Place article in newsletter about calendar sale

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Kick-off Event Price List for Food •

Chick-fil-A (334) 826-7630 Large Nugget Tray (200 nuggets): $62.50

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Chappy’s Deli (334) 821-7220 Sandwich Tray (10-13 people): $51.00 (suggestion: get 4 trays)

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McAllister’s Deli (334) 502-0101 Sandwich Tray (16-20 people): $105.00 (comes with chips and pickles)

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Sam’s Club (334) 821-0121 Cookie Tray (72 cookies): $17.87

Suggestions: We suggest getting the nugget tray from Chick-fil-A and the cookie tray from Sam’s Club. It will be the most food for the least amount of money. And since this is during the morning, people would probably prefer a light snack. Drinks should also be provided, and two liter Coke or Pepsi products can be picked up at any grocery store for around the same price. Drinks are about $2 a piece, and we suggest getting at least 10 of varying flavors. Total: $100.37 Food: $80.37 (before tax) Drinks: $20

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11x17 gloss calendar with color: • 200 copies= $1,627.70 • 400 copies= $2,612.76 8 ! x 11 Registration forms with color • 200 copies= $108.88 • 400 copies= $172.23

*Stacee Strength specified that this is usually the printing company LCHS utilizes.

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!"#$%#$&'()*&+%' ! 687 North Dean Road Auburn, AL 36830 Phone: 334-502-3456 Fax: 334-502-3461 www.craftmaster.com

Estimate Stacee Strength/ Jill Bledsoe Lee County Humane Society 1140 Ware Drive Auburn, AL 36832 Phone: 334-821-3222/ 251-513-2311 Email: stacee@leecountyhumane.org / bledslj@auburn.edu Description:

April 21, 2009 Estimate # Issue #

14878 34002

Pet Photo Calendar 9 x 12, 28 vs 32 pages plus cover Disk Furnished

Proofs:

Blueline Digital Color Proof

Paper:

100# Gloss Cover 80# Gloss Text

Ink:

Side 1:4 Color Process Inks Side 2:4 Color Process Inks

Bindery:

Folder Saddlestitcher Pack in Cartons Delivery

F.O.B. point: Auburn

Quantity 250 500 1,000 _____________________________________________________________________________ Price: 28 page plus cover $2,821.00 $2,902.00 $3,312.00 32 page plus cover $2,921.00 $3,002.00 $3,412.00 Terms: NET 30 DAYS 10% over/under quantity acceptable. Signature will be viewed as a Purchase Order. 4% surcharge on all credit card orders. Above pricing does NOT reflect any applicable taxes. This estimate is based on the current cost of paper. Note: this price is subject to change based on the prevailing cost of paper when the order is actually placed.

__________________________ Accepted by:

___________________________ Michelle Pettey

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Our terminal goal is to provide all animals within the Lee County Area the ability to be spay and neutered in a safe and sterile environment. If our campaign achieves this goal we will have done our job effectively. The completion of the terminal objective will be gauged by the completion of the intermediate, attitudinal, informational and behavioral objectives listed below: •

Intermediate: To raise $200,000 for the construction of a spay and neuter facility through donations from the community by.

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Informational: To inform the Lee County community of the need of the spay and neuter facility.

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Attitudinal: To promote a positive feeling toward the spay and neuter facility through the Lee County area.

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Behavioral: To encourage people to donate money to the construction of the spay and neuter facility.

The LCHS needs to raise roughly $30,000 so that they can start and complete construction of the spay and neuter facility. Our campaign hopes to raise that money, but will be considered successful if we can raise at least half of that money. The attitudinal and informational objectives will be judged based on the completion of the behavioral objectives as it is gauged by people’s donation to the fund for the construction of the facility.

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!"#$%&'(($% !"#$%&'(($% Stacee Strength Director of Public Relations & Development Lee County Humane Society 334-821-3222

Lee County Humane Society Fact Sheet

•

The Lee County Humane Society is a 501 (c)(3) organization located in Auburn, AL

•

Formed in 1974 to rescue stray and unwanted animals in Lee County

•

Partners with the cities of Auburn and Opelika as well as Lee County to house stray and unwanted animals

•

Provides adoptions services, educational programs and community awareness

•

An open admission facility serving Lee County residents

!"#$%&'(($% !"#$%&'(($% Stacee Strength Director of Public Relations & Development Lee County Humane Society 334-821-3222

Lee County Humane Society Fact Sheet

•

The Lee County Humane Society is a 501 (c)(3) organization located in Auburn, AL

•

Formed in 1974 to rescue stray and unwanted animals in Lee County

•

Partners with the cities of Auburn and Opelika as well as Lee County to house stray and unwanted animals

•

Provides adoptions services, educational programs and community awareness

•

An open admission facility serving Lee County residents

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This is the poster card-size flyer to be handed out at the kick-off and and at other voting locations. Front of flyer: Key dates and contest rules

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Back of flyer: Fact sheet about spaying and neutering pets

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These forms are strictly for voting, not registering for the photo contest.

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Widget Tutorial

The Widget is designed with Lee County residents in mind. It will update them on the status of the fundraiser or how much money has been raised. It will also remind them how many days are left to vote for a pet. The first thing that you will want to with this widget is to edit a few attributes. Go to www.sproutbuilder.com. In the top-right hand corner there is a login field. The e-mail you will use is "woowill@auburn.edu" and the password is "petpals2010". Once you log on, click on "Launch Sprout Builder". On the left hand column, click on the widget titled "LCHS Sprout". This will launch the widget editor. Please do not edit my personal sprout below it. Login: woowill@auburn.edu Password: petpals2010 The reason that I am using my account is because I am a student. Sprout Builder will soon not be free to the public unless you are a student. I would hate it if this widget were unusable because of this. I think that you will find editing this widget fairly easy. We have made this Widget to help you with this campaign. Please feel free to edit anything on in that you see fit. Now we need to edit the actual widget.

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On the homepage of the widget, there is counter that is counting down the days until voting ends. When you launch this widget, you will want to adjust the counter accordingly. All you have to do is click on the counter (circled in red). A menu for the attributes of the counter will appear in the bottom-right hand corner of your screen. Under the "component properties" menu (circled in green), simply find the "End Date" property (circled in blue) and choose the day that voting will end. Once it has been properly adjusted, be sure to save the widget by clicking the save button in the top-right hand corner.

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Next, click on the master pages tab on the bottom toolbar (circled in red). Then click on the bottom link button titles "View Photo Submissions" (circled in blue). You will then enter the url of the Petpals Calendar Web Gallery where pet photos can be viewed. Do this under the links and â&#x20AC;&#x153;tracking menuâ&#x20AC;? in the bottom right hand corner (circled in green). Preview the widget and test the link. Once everything works, be sure to save your progress.

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Finally, on the Progress page, you need to update the progress bar reflecting the monetary value of contributions made. This can be done in a similar fashion as the steps previously mentioned. Click on the progress page (circled in red). Next, click on the ChipIn box (circled in blue). Finally edit the appropriate fields such as goal, end date and Money Raised. You will want to edit the "offline $ raised"(circled in green) to reflect how much is made. Once this has been adjusted appropriately previews to double check your changes and then save.

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Now that you are done editing the Widget, you can now save and publish it. Do this by clicking the “Publish” button in the top right hand corner. Our Widget is now ready. A page will appear telling us “Your Sprout is Ready”. On the right hand side of the screen, there will be a black box containing numerous ways to share the Widget. We are going to copy the embed code. Click the small copy button towards the bottom right of the black box. You can now past this code into the LCHS website’s html code wherever you see fitting. Once you have done this, the Widget should then appear on the site.

Note: You do not have to embed the Widget again when you edit it. It will automatically update for you.

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Pet Pals Calendar Photo Gallery Webpage Tutorial

This web page will display submitted photos for the calendar. This tutorial will walk you through the creation process of this page. First you need to install the Picasa software. It can be found on the compact disc provided in this book. Once Picasa has been installed, you need to place all of the submitted photos in one folder. Place the folder in an easy place to get to like your Desktop. Title the folder with what will appear on the page. A good example would be "2010 Pet Pals Calendar Photos". It doesn't matter what you decide on, just make sure it is a good title for the page. It is very important that you rename all of the photos to the names of that pet. This how they will appear on the webpage. Once you have created this folder, you need to add the "LCHS Photo Gallery Web Template" folder to the Picasa web template folder. This can be done by going to "My Computer" from your desktop and then clicking on the "C" hard drive. Then open the "Program Files" folder. Find the "Google" folder and open it. Next open the "Picasa 3" folder. After that, open the "Web" folder. Finally, open up the "template" folder. Now you need to place the "LCHS Photo Gallery Web Template" folder in the "Template" folder. The "LCHS Photo Gallery Web Template" can also be found on the provided disc. & &

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Once the folder has been placed, you can then close the windo!" We now need to launch Picasa. Once Picasa is running, you should notice that it has automatically imported your pictures from your computer. On the left hand side of the screen, find the "2010 Pet Pals Calendar Photos" we created earlier. Click on the folder in the left hand menu. Be sure not to select just a single photo. We don't want to make a webpage of just one pet. Once you have the folder selected click on the "Folder" button at the top of the screen. Then choose "Export As HTML Page". Choose to export the picture at 640 pixels and then give the webpage a name. I suggest that it be "2010 Pet Pals Calendar Photo Submissions". You can now save it to an easy to access location such as the desktop. You have now created an interactive webpage of all photo submissions. This created folder can now be uploaded with the rest of your web content. ! !

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Submission and Voting Schedule: -All photos must be received before or on June 6, 2009. -Voting begins June 10, 2009 and runs through July 24, 2009. Contest Rules: 1. There are two entry levels: -$10 per photo (entry fee only) -$20 per photo (entry fee plus 15 votes) 2. There is no limit to the number of photos you can submit. 3. Each entry requires a separate entry form and entry fee. 4. There is no limit to the number of times you can vote on a photo. 5. How to enter: -Print and complete entry form from the website or pick up an entry form at the LCHS -Submit entry fee -Email a high-resolution* photo or mail to: LCHS Pet Pals Calendar Photo Contest 1140 Ware Drive Auburn, AL 36832 6. Entries must be received before or on June 6, 2009. 7. By entering this contest you give LCHS the permission to use your photograph or copies for any and all purposes. 8. Photographs will not be returned 9. Photos should not have any people in them; pets only. Disclaimer: Please do not submit distasteful photos, photos with people, or photos with advertising. LCHS reserves the right to refuse any photos submitted. Any professional photos must include signed permission from the photographer to be printed. *Digital photos should be in JPG format and at minimum, the equivalent of an 8"x10" print. Do not send in a Word document.

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We are proud to announce that we are bringing back the Lee County Humane Society Pet Pals calendar this year. We are having a kick-off event for the calendar on Saturday May 16, 2009, at 10 a.m. at the LCHS. Bring your pet and your family for a fun morning of excitement as we get this calendar competition started off right. We are offering a one-day discount on the registration fee. The regular registration for one pet $10, but for this one-day registration will be only $8. Also the premiere package will be discounted as well, being $18 for registration plus 15 votes for your pet, normally costing $20 after the kick-off event. Just bring an 8x10 photo or a high-resolution photo on a disc of your pet to turn in for the competition and your registration fee. Donâ&#x20AC;&#x2122;t worry about bringing a completed registration form because they will be provided at the event. This event will be fun for the whole family. Flip Flop Foto will be there to take portraits of your family and your pet. These pictures will be available on www.flipflopfoto.com the following week for you to purchase. This family portrait will be valued for years, and you will want to take advantage of this opportunity. We hope that this year will be our best calendar yet. So come out and help us celebrate the return of this competition and improve the chance of your pet being featured in our Pet Pals 2010 calendar. !

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After all the voting and competition, the 2010 Pet Pals Calendars are finally in! Pick up your calendar today at The Lee County Humane Society or at PetCo. The calendars are filled with fun pictures of some of the most adorable pets of Lee County. The calendars are (insert dollar amount here), and the calendar sales will go towards the construction of the spay and neuter facility. So stop in and pick up one for your home or office today!

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For the written Press Release •

•

Opelika-Auburn Newspaper o Web site: www.OANow.com o Phone: (334) 749-6271 o E-Mail: editors@oanow.com The Plainsman o Web site: www.theplainsman.com o Phone: (334) 844-4130! o E-Mail: mail@theplainsman.com

For the Public Service Announcement •

Quantum of Auburn Radio Group o Stations Included ! Mix 96.7 ! Kicker FM (WKKR 97.7) ! The Bull 109.9 Contact: John Bodiford ! ! ! !

Market Manager john.bodiford@qantumofauburn.com Phone: 334-745-4656 Ext 302 Fax: 334-745-2067

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Photography for the kick-off event •

Flip Flop Foto o Phone: (334) 737-1474 o Web site: www.flipflopfoto.com

Food for the kick-off event • • • •

Chick-fil-A o Phone: (334) 826-7630 Chappy’s Deli o Phone: (334) 821-7220 McAllister’s Deli o Phone: (334) 502-0101 Sam’s Club o Phone: (334) 821-0121