2010 Public Relations Campaign Scoop Public Relations The University of Hartford
April 26, 2010
Scoop Public Relations University of Hartford
Lindsay Jaffe (551) 404-4899 Ljaffe@hartford.edu Danielle Palmer Tara Johnson
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April 26, 2010 Paige Rasid, Marketing and Operations Manager Mike Scricca, Membership Director The Connecticut Technology Council 222 Pitkin Street, Suite 113 East Hartford, CT 06108 Dear Ms. Rasid and Mr. Scricca: Enclosed is a copy of Scoop Public Relations proposed campaign for the Connecticut Technology Council. Scoop Public Relations is certain that our proposed campaign will help you to achieve your ultimate goal of increasing participation for the Technology Leadership Fly-In event and the Women of Innovation Awards event. Scoop Public Relations has developed multiple ideas that we feel would be extremely beneficial to your organization. For instance, in order to increase participation for the Connecticut Technology Council’s Women of Innovation Awards event, one idea we propose is adding an award category for the teachers who have played an integral part in furthering student’s technology education and who nominate students for the Women of Innovations Award Scholarship. We also propose that you list the availability of the student scholarships that you provide on different online scholarships websites such as finaid.org. Also, in order to increase participation for the Technology Leadership Fly-In event, one idea we propose is sponsoring a contest for technology companies in order to provide additional incentive to attend the event. In addition to the other ideas mentioned within this proposal, we are confident that our tactics will create increased participation from individuals within the field of technology. On behalf of Scoop Public Relations, we want to thank you for your time and assistance in creating this campaign and furthering our educational experience. Your commitment to furthering technology legislation and recognizing the importance of learning about technology is a project we are proud to support. If you have any questions, please feel free to contact Lindsay Jaffe at Ljaffe@hartford.edu. Sincerely, Lindsay Jaffe Scoop Public Relations University of Hartford
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Table of Contents Position Statement……………………………...…4 Situation Analysis……………………………...….5 Challenges………………………………………….6 Goal 1………………………………………………7 Objective 1-2 Goal 2……………………………………….………9 Objective 1 Goal 3………………………………………………11 Objective 1 Timeline & Gantt Chart…………………………..12 Budget…………………………………………..….17
Appendix I: Technology Leadership Fly-In Information Kit Cover Letter………………………………………19 Brochure…………………………………………..20 Press Release……………………………………...22 Invitation Contest Form……………………….…23
Appendix II: Women of Innovation Information Kit Cover Letter……………………………………...26 Flyer………………………………………………27
Appendix III: Website Mock Women of Innovation Landing Page…………………………………….29 Mock Technology Leadership Fly-In Landing Page…………………………….30
Appendix IV: Academics Fastweb.com Form…………………….………...32 Schloarships.com Form…………………….…...33 Curriculum Director Contact Information………………….…………34
Appendix V: Government Personnel Information Mailing List Service Information…….….……..36 E-blast Surveys………………….….……………37 3
Position Statement The Connecticut Technology Council is a statewide association of technology oriented companies and institutions, providing leadership in areas of policy advocacy, community building and assistance for growing companies. It is a member of the Technology Councils of North America. Speaking for over 2,000 companies that employ some 200,000 residents, the Connecticut Technology Council seeks to provide a strong and urgent voice in support of the creation of a culture of innovation. To encourage this, they host two annual events: the Technology Leadership Fly-In and the Women of Innovation Awards. Ultimately, the Connecticut Technology Council would like increased participation and interest of these two events from professional women, Connecticut technology companies and Connecticut schools. The purpose of the Connecticut Technology Council, is to position Connecticut as a leader in idea creation, workforce preparation, entrepreneurial aptitude, early stage risk capital availability and providing on-going support and mentoring to high potential firms. The Connecticut Technology Council does face certain challenges, but many opportunities exist for their events to be more successful and pivotal in the growth of technology and innovation.
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Situational Analysis The Connecticut Technology Council, is a statewide association of technology orientated companies and institutions. The Connecticut Technology Council provides leadership in areas of policy advocacy, community building and assistance for growing companies. According to the Connecticut Technology Council, their overall mission is to build an interactive community of innovators and supporters that can help create a thriving economy, job growth and a global reputation for entrepreneurial support in the Connecticut area. Along with the independent services that they provide, the Connecticut Technology Council is a smaller member of the Technology Councils of North America. There are multiple ways in which the Connecticut Technology Council tries to achieve their overall goals of advocacy, community and assistance. One method that the organization utilizes, are the special annual events they hold which are meant to attract Connecticut technology leaders. These events are the Technology Leader Fly-In event and the Women of Innovation Awards dinner. The third annual Technology Leader Fly-In event is meant to bring the Connecticut technology community to Washington D.C. in order to help impact legislation through Connecticut delegation. Their group usually consists of five to twenty CEO’s or governmentrelations personnel from different technology companies. The Connecticut Technology Council utilizes multiple recruitment opportunities in order to attract people to the Fly-In event including the distribution of flyers, sending out email-blasts, and direct mailing. The sixth annual Women of Innovation Awards event is where professional women of technology are honored, as well as students at both the high school and higher education level for their studies and accomplishments. Typically, 400-600 people attend the event and in order to attract people to the Women of Innovation awards, the Connecticut Technology Council relies heavily on email-blasts and e-newsletters as well as postcard mailings. The Connecticut Technology Council would like to expand their outreach to better access individuals involved in technology and public policy on various levels of the professional technology industry, as well as reach out to many different educational channels such as high schools to make the existence of their scholarship known and put more to use for young women aspiring to continue education in the technology industry.
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Challenges In the past, the Connecticut Technology Council has had some success by using their current recruiting tools, but in order to increase participation they need help in building on those previous efforts. Their current methods include using flyers, sending out email-blasts, and direct mailings. Instead of just relying on these recruiting tools, the Connecticut Technology Council should update their recruiting techniques to include communication outlets like social media. The Connecticut Technology Council relies heavily on their email-blast method, which has not proven to be too successful in drawing in their target audience. The Connecticut Technology Council also rarely receives media coverage. The lack of media coverage they receive also hinders their efforts in increasing interest and participation in the technology community. For the past Women of Innovation events, local companies have not seemed very interested in taking advantage of the opportunity to nominate a candidate. Some companies are simply not aware of the opportunity and benefits of getting involved in the event. If more sponsors and schools were aware of the Women of Innovation Awards event, the number of nominations and involvement from individuals in the technology field would increase. The Fly-In event also has not generated many participants. The main reason for this is also the lack of information concerning the event, and motivation to participate from government personnel and other employees in technology companies.
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Goal 1: To increase the interest and involvement throughout the Connecticut technology community beyond the 2,000 companies and 200,000 residents that the Connecticut Technology Council already influence. In order to achieve this goal, the Connecticut Technology Council must help technology companies become more aware of the benefits available to them through participating in the Fly-In Event and the Women of Innovation Awards. Objective 1: To increase participation of government-relations personnel from Connecticut technology companies from the 15-20 that currently participate in the Fly-In event to 200 participants over the next four years averaging 45 additional participants each year. Strategy 1: Recruitment for Participation Tactic 1: Create surveys which will be e-blasted to 2,500 different technology companies in the Connecticut area to find out which of their personnel deals most with public policy in order to establish contact between the Connecticut Technology Council and other government-relation personnel involved in technology legislation. $0.00 Tactic 2: Purchase a mailing list from USADATA to expand contacts in the science and technology industries. $ 50.05 Tactic 3: Create an information kit for the Technology Leadership Fly-In event that will be distributed to all local and state wide companies involved in the technology industry which include event information, contact information, invitations, brochures and pamphlets about the event, sign-up forms. $TBD (dependent on your choice of recipients) Tactic 4: Promote the Fly-In contest that will be offered to all participants as they register for the event. The contest is to include two tickets to the TECNA dinner and an Earth, Wind & Fire contest. $92.80 Total cost of Objective 1: $142.85
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Objective 2: To increase participation of women leadership groups and the participation of women in Connecticut technology companies in order to double the amount of nominations by the time of the 2011 Women of Innovation awards, which increases the number of nominees by 30. Strategy 1: Recruitment for Nomination Tactic 1: Create an information kit for the Women of Innovation Awards dinner to distribute to all local and state wide companies and women leadership groups involved in the technology industry or furthering women achievement. This kit includes event information, contact information, invitations, brochures and pamphlets about the event, nomination forms, and a “Where are they now?� section that shares success stories of past award winners. $TBD (dependent on your choice of recipients) Total cost of Objective 2: $TBD
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Goal 2: To increase the interest and involvement in different technology oriented programs throughout Connecticut for high schools and higher education programs by creating more effective online communication outlets, developing social networking and distributing information for high school and higher degree program advisors. Objective 1: Increase student participation in the Women of Innovation Awards Dinner within high school and high education programs by 30 students over the next two years to reach a consistent goal of 40 -50 student nominees a year. Strategy 1: Scholarship Listings Tactic 1: Complete scholarship registrations online with complete scholarship information on websites starting with fastweb.com and scholarships.com. $0.00 Strategy 2: Website Addition Tactic 1: Prompt student usage of the Connecticut Technology Council’s website by contacting Fathom.net to design a landing page geared toward students. The landing page will be created in order for high school and higher education students to find out more information about the Women of Innovation event, access details about the benefits of the event, and read highlights about past winners and where they are now. $800.00 Tactic 2: Promoting the Fly-In event and making information and sign up more easily accessible through an additional landing page. This page will include registration sheets and event programs/agendas. $800.00 Tactic 3: Link landing page to Connecticut Technology Council social media websites, and focus emphasis of social networking to Twitter.com and Facebook.com due to the fact that students are more likely to use Twitter.com and Facebook.com for their social networking needs. $0.00 Strategy 4: Social Networking for Event Participation Tactic 1: Reduce social networking to sites so that the main focus is given to Twitter.com and Facebook.com. Flickr.com should only be featured adjacent to annual events. In addition, the time spent on maintaining Ning.com and Youtube.com does not seem to be worth the effort due to lack of recognition by viewers. Although those social networking sites would target an older demographic and could be used for the Fly-In event, at the moment we believe that the Connecticut Technology Council should focus first on social networking sites targeted toward individuals like students and revisit Ning.com and Youtube.com at a later time. $0.00 Tactic 2: Link Connecticut Technology Council’s Twitter.com page to its Facebook.com profile in order to alert students on one site to visit the other social networking site. $0.00 Strategy 5: Academic Relationships Tactic 1: Distribute Women of Innovation recruitment information kit (where are they now, nomination applications, event pamphlets/brochures, and scholarship information) to curriculum directors in different Connecticut educational districts in order to increase word of mouth awareness about event throughout education system and to provide another incentive for teachers to nominate students. $TBD (included in aforementioned distribution costs) Tactic 2: Provide the option for students to nominate a female or male teacher for 9
the Women of Innovation Awards event. This would create good publicity for not only the schools involved but the event itself while increasing participation from students and teachers. Another packet to nominate teachers would be created and a link to nominate could also be put on the student landing page. $0.00 Total Cost for Objective 1: $800.00
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Goal 3: To develop strong relationships with different media outlets in order to expand coverage for the Connecticut Technology Council and their annual events. By utilizing different media outlets, the Connecticut Technology Council will be able to gain the exposure needed to gain more participation for its Women of Innovation awards and Fly-In event. Objective 1: To gain major media coverage in Connecticut of the Connecticut Technology Council’s annual events on at least three major television stations, two major radio shows and three major newspapers by October 31 2010. Strategy 1: Major Media Coverage Tactic 1: Create a media kit for major Connecticut newspapers, television and radio stations to receive. This media kit includes a press release, agendas, event invitations and testimonials written by past finalists and scholarship winners. $0.00 Tactic 2: Develop a press release for the Connecticut Technology Council to distribute to the Hartford Courant, the Connecticut Post, the New Haven Register and the New London Day, News Channel 8 and Eyewitness News Channel 3and WTIC News and Talk (1080) radio station two weeks prior to both the Women of Innovations Awards Dinner and the Technology Fly-In event. $0.00 Tactic 3: Develop a press release for the Connecticut Technology Council to distribute after not only the Women of Innovation Awards dinner but also the Technology Fly-In event. For the Fly-In event, the press release included provides information about the people attending, the purpose of the event and the technology legislation being addressed in Washington. $0.00 Tactic 4: Schedule press conferences before Women of Innovation awards with consenting scholarship winners, award recipients and company CEO’s regarding their experience related to the events and the benefits they have received. $0.00 Tactic 5: The Connecticut Technology Council’s administrative employees should write up quarterly opinion-editorials discussing their opinions on the technology industry and the latest developments in technology legislation. $0.00 Total Cost for Objective 1: $0.00
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Timeline and Progress Tracking Report Goal 1 Objective 1: To increase participation of government-relations personnel from Connecticut technology companies from the 15-20 that currently participate in the Fly-In event to 200 participants over the next four years averaging to 45 additional participants each year. Tactic
Scheduled Date of Completion
Create and distribute surveys to different technology companies
Monday June 21, 2010
USADATA mailing list
Monday May 10, 2010
Fly- In information kit
Monday June 21, 2010
CTC Fly-In contest
Monday January 31, 2011
Completed
Notes
Completed
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Objective 2: To increase participation of women leadership groups and the participation of women in Connecticut technology companies in order to double the amount of nominations by the time of the 2011 Women of Innovation awards, which increases the number of nominees by 30. Tactic
Scheduled Date of Completion
Create information kit for Women of Innovation awards event
Monday June 21, 2010
Women interest groups
Monday June 28, 2010
Completed
Notes
Completed
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Timeline and Progress Tracking Report Goal 2 Objective 1: Increase student participation in the Women of Innovation Awards Dinner within high school and high education programs by 30 students over the next two years to reach a consistent goal of 40 -50 student nominees a year. Tactic
Scheduled Date of Completion
Complete scholarship registrations
Thursday July 1, 2010
WOI Landing page
Monday August 2 , 2010
Fly-In landing page
Monday August 2, 2010
Link CTC website to CTC social networking pages
Wednesday June 30, 2010
Create CTC Facebook.com profile
Monday May 31, 2010
Completed
Notes
Emphasize activity on Monday May 31, 2010 Twitter.com and Facebook.com profiles Link Facebook.com and Twitter.com account to one another
Monday May 31, 2010
Develop Women of Monday June 28, 2010 Completed Innovation recruitment information kit Student/teacher nomination forms
Monday June 28, 2010 Completed
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Timeline and Progress Tracking Report Goal 3 Objective 1: To gain major media coverage in Connecticut of the Connecticut Technology Council’s annual events on at least three major television stations, two major radio shows and three major newspapers by October 31 2010. Tactic
Scheduled Date of Completion
Completed
Create media kit
Monday June 28, 2010
Completed
Develop press release to distribute prior to annual events
Monday June 28, 2010
Completed
Develop press release to distribute after CTC Fly-In event
Monday June 28, 2010
Completed
Schedule press conference after Women of Innovation awards event
Thursday January 20, 2011
Opinion editorials written by administrative employees
Monday June 14, 2010
Notes
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Budget Recruitment Surveys $0.00 Fly-In Information Kit $TBD Women of Innovation Information Kit $TBD Contest: $92.80 Mailing List $50.05 Women Interest Groups $0.00 Student/Teacher Nomination Forms $0.00 Media Media Kit $TBD Pre Press Release $0.00 Post Press $0.00 Press Conference $0.00 Opinion Editorials $0.00 Internet Landing pages $1,600.00 Social Networking Collaboration Scholarship Listings $0.00
$0.00
Social Networking Emphasized Face and Twitter Activity Facebook and Twitter Collaboration
$0.00 $0.00
Total Cost: $1742.85
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Table of Contents Appendix I: Technology Leadership Fly-In Information Kit
Cover Letter………………………...……19 Brochure……………………………...…..20 Press Release……………………………..22 Invitation Contest Form…………...……..23
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222 Pitkin Street, Suite 113 East Hartford, CT 06108 | 860.289.0878 | Info@ct.org
DATE: NAME: ADDRESS: ADDRESS: Dear XXXX: Enclosed in this information kit is material to help promote the growth of one of our technology innovation events, the Technology Leadership Fly-In Event to Washington D.C. The Technology Leader Fly-In event, which is coming into its third annual year, is meant to bring the Connecticut technology community to Washington D.C. in order to help impact legislation through Connecticut delegation. Their group usually consists of five to twenty CEO’s or government-relations personnel from different technology companies. At the event there are opportunities to meet with legislators and administration leaders to discuss policy initiatives that most affect the technology industry. Such policies include R&D tax credits, visa and patent reform, STEM education and job outreach to disadvantaged cultures and regions. For more information please feel free to contact us through our website or by telephone at (860)289-0878. Best Regards, XXXX Connecticut Technology Council
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FOR IMMEDIATE RELEASE Contact Information: Michael Scricca Connecticut Technology Council (860) 289-0878 ext. 334; mscricca@ct.org Jenny Smith Pita Communications (860) 293-0157, ext. 25; jenny@pitacomm.com The Connecticut Technology Council’s Success with the 2010 Fly-In Event HARTFORD, CT. – The third annual Technology Leadership Fly-In event was held June 17th 2010. This event was meant to bring the Connecticut technology community to Washington D.C. in order to help impact legislation through Connecticut delegation. Their group usually consists of five to twenty CEO’s or government-relations personnel from different technology companies, and this year their team consisted of XXX. All funds support TECNA and its efforts to lead the Technology Agenda. At the event these lucky Connecticut students were given the opportunity to meet with legislators and administration leaders to discuss policy initiatives that affect mostly the technology industry. Such policies included R&D tax credits, visa and patent reform, STEM education and job outreach to disadvantaged cultures and regions. The technology industry is always transforming throughout this technologically advanced world and is crucial to make sure there is still economic success. TECNA focuses its strategies to positively engage congress, the administration, states and companies. Examples of a government official who was very inspirational and especially focused on technology this year were XXX About the Connecticut Technology Council The Connecticut Technology Council (www.ct.org) is the state’s industry association for the 22
technology sector. CTC’s mission is to “connect people, ideas and opportunities to the global technology and innovation community.” CTC provides members with business assistance and specialized programs, in addition to promoting and supporting public policies that position Connecticut to have a globally recognized “culture of innovation” that helps attract great ideas and entrepreneurs to in turn develop new jobs and wealth for the state.
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CT C Pr esen t s… A fun filled weekend of wining, dining, t echnology and ent er t ainment in Washingt on DC for you and a guest !
CONTEST: Prizes include:
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2 tickets to the Tech America Dinner on June 17, 2010 2 tickets to an Earth, Wind, & Fire Concert on June 18, 2010
What is the fly-in event? The third annual Technology Leadership Fly-In event is being held June 17th 2010. This event brings the Connecticut technology community to Washington D.C. in order to help impact legislation through Connecticut delegation. Connecticut’s group typically consists of five to twenty CEO’s or government-relations personnel from different technology companies. How to Register… To view the full list of criteria and see how you can register please visit CTC’s Website, www.ct.org. Follow the link that reads “DC Contest” and you will be connected to the contest rules and regulations page where you can enter to win!
Please contact Mike Scricca at (860) 289-0878, ext. 334 or mscricca@ct.org with questions regarding the contest or if you have any other questions.
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Appendix II: Women of Innovation Information Kit
Cover Letter……………………………26 Flyer………………..…………………..27
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222 Pitkin Street, Suite 113 East Hartford, CT 06108 | 860.289.0878 | Info@ct.org
DATE: NAME: ADDRESS: ADDRESS: Dear XXXX: Enclosed in this information kit is material to help promote the growth of one of our technology innovation events, The Women of Innovation Awards Dinner. The Women of Innovation Awards, now approaching its seventh year, is a program that gathers the Connecticut technology community to recognize women in the workforce who are innovators, role models and leaders in the technology, science and engineering fields. Students at both the high school and college levels are also honored for their study accomplishments. The Women of Innovation Awards Diner has a lot to offer young women involved in technology and innovation. Scholarships are awarded to qualifying students as Youth Innovation and Leadership Category winners that range in amount. The distributions of such scholarships are dependent on the nominees’ academic achievement, innovation and creativity, leadership and decision to pursue a career in a science or technology profession. With your support, the Connecticut Technology Council hopes to build the technology community within Connecticut. For more information on making a nomination for an innovation award or scholarship please feel free to contact us through our website, or by telephone at (860)289-0878. Best Regards, XXXX Connecticut Technology Council
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Mark Your Calendars! The seventh annual WOI will be on January 21, 2011.
“A Celebration of Connecticut’s Outstanding Women in Science and Technology” To register, make a donation, learn how to nominate a candidate, or for general questions about corporate sponsorship/ other donations for the annual WOI please visit our new landing page at www.womenofinnovation.com
To view the full list of criteria, please visit CTC’s Web site, www.ct.org. Please contact Mike Scricca at (860) 289-0878, ext. 334 or mscricca@ct.org with questions regarding the program or awards dinner. 27
Table of Contents Appendix III: Website
Mock Women of Innovation Landing Page……………………………29 Mock Technology Leadership Fly-In Landing Page……………...……..30
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Mock Women of Innovation Landing Page
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Mock Technology Leadership Fly-In Landing Page
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Table of Contents Appendix IV: Social Media
Fastweb.com Form……………………………32 Scholarships.com Form…………...…………..33 Curriculum Director Contact Information…………………………..34
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Curriculum Director Contact Information
Address: Curriculum Resource Center 1 School Ridge Road Danbury, CT 06811 Contact: Harry Rosvally Position: K-8 District Science Coordinator Telephone: 203-797-4794 Email: rosvah@danbury.k12.ct.us
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Fastweb.com Form
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Scholarships.com Form
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Table of Contents Appendix V: Government Personnel Information
Mailing List Service Information…..………36 E-blast Surveys……………………………..37
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Mailing List Service Information
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E-blast Survey Questions
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Which of your employees could be considered government-personnel?
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Would your organization be interested in joining the Connecticut Technology Council for our Fly-In event?
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Would your employees be interested in joining the Connecticut Technology Council for our Fly-In event if they had a chance to meet with Washington legislators?
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What public policy is most important to your organization?
Thank you so much for your time!
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