Literacy Project Foundation - Public Relations Campaign by Dodge College

Literacy Project Foundation

Oh, the Places Theyâ&#x20AC;&#x2122;ll Go!

Campaign By: Breanna Fleckenstein | Whitney Finn | Blake Levy | Aileen Yoon | Sabrina Stanley-Katz

Table of Contents

Introduction................................................................4 Client Fact Sheet........................................................5 Executive Summary.....................................................6 New Branding.............................................................7

Part I: Campaign Plan

Background and Situation Analysis.......................9-10 Core Problem/Opportunity.......................................11 SWOT.......................................................................11 Goals and Objectives...............................................12 Key Publics................................................................13 Theme.......................................................................14 Messages..................................................................15 Strategies & Tactics.............................................16-21 Communication Confirmation Table...................22-23 Calendar...............................................................24-25 Budget......................................................................26 Evaluation Criteria & Tactics.....................................27

Part II: Communications Tactics

News Release...........................................................29 Feature Article..........................................................30 Social Media Site .....................................................31 Special Event Media Alert........................................32 Media Pitch Email.....................................................33 Spokesperson Bio....................................................34 Press Kit....................................................................35 Direct Mail................................................................36 Poster........................................................................37 Newsletter.................................................................38

Part III: Appendix

Original Research................................................40-48 Preliminary Identification of Publics.........................49 Detailed Budget..................................................50-53 Calendar..............................................................54-57 Bibliography........................................................58-59

Introduction What is the Literacy Project Foundation?

Founded in 2009, the Literacy Project Foundation serves thousands of elementary-aged children per year in and around the Orange County area. The organization’s focus is to aid these students in becoming literate youth, confident in their phonetic and reading skills, in order to allow for a brighter future. It trains educators to work with small groups of young children by use of a literacy game called “Get Set, Read!” co-developed by the Regents of the University of California. The organization’s mission is to enable at-risk and disadvantaged youth to increase their reading skill levels and the goals of the foundation are to enable these children to become self-sufficient, productive and contributing members of society.

Core Problem & Opportunity

The Literacy Project Foundation’s core problems are a lack of visibility, awareness and funding. The foundation’s opportunities include differentiating itself from other educational nonprofits and securing beneficial relations with donors, school officials and other partnerships.

Key Publics: Donors, School Influentials and Low-Income Families Key publics were chosen based on the need for awareness for the organization. With donor funding, the Literacy Project Foundation can continue to bring their programs to classrooms and provide a supplement to teaching students how to read. School influentials are also very important because their support can ensure that the Literacy Project Foundation has a place in schools. With their support the organization can also reach out to other school districts and achieve their goal of becoming nationally recognized. Low-income families are an important target because they are the ones benefitting directly from the organization’s services. Low income students are the voices of our future and they need the extra resources to help them succeed. The Literacy Project Foundation can provide the resources to help these students and, in turn, raise awareness about the effects of illiteracy in today’s generation.

Why “Oh, the Places They’ll Go!”? The “Oh, the Places They’ll Go!” campaign was born from a simple idea: these students are the future workers of Orange County and the United States. Dr. Seuss’ cherished book series helped and continues to help inspire young children to develop a love for reading, something the Literacy Project Foundation strives to accomplish, which is why our campaign theme uses the well-known phrase. Because where they’ll be in the future is important to the well-being of society.

Future Action In a joint vision with the leaders of the Literacy Project Foundation, we recommend the Literacy Project Foundation expand and ultimately become national. This campaign will serve as a stepping stone by creating more awareness in the Orange County and Los Angeles areas in hopes of assisting towards future national awareness.

Client Fact Sheet Literacy Project Foundation Mission: To enable at-risk and disadvantaged youth to increase their reading skill levels. Goals: The foundation’s goals are to enable these children to become self-sufficient, productive and contributing members of our society. • Access and enhance key phonics skills amongst struggling readers; • Promote learning in a fun, social and interactive environment; • Use proven methods to maximize the learning experience; • Develop increased self-confidence; and • Lead to self-sufficiency and economic success. Organization: The foundation is overseen by a staff of three; President & CEO Sue Tucker, Program Coordinator Kimberly Vig and Multimedia Marketing Manager Danielle Drucker. The foundation is supported by a nine-member Board of Directors and six-member National Board of Advisors, all involved in various industries such as higher education, medicine and government. Endorsements: Daniel G. Aldrich III Ph.D. of the University of California, former California Secretary of Education David Long, Ph.D and the County Superintendent of Schools William M. Habermehl. Facility: The office sits in a small suite along the Pacific Coastal Highway in Newport Beach, Calif. This location acts as the organization’s three staff members’ work space. Multiple school districts throughout Orange and Los Angeles Counties house the more hands-on operations of the foundation’s programs, interacting with young students in classroom environments. The Literacy Project Foundation is deeply rooted in two schools in particular; the El Sol Science and Arts Academy in Santa Ana and Anaheim Achieves in Anaheim. Programs: The foundation uses a literacy and phonetics game called “Get Set, Read” co-developed by the Regents of the University of California and The International Literacy Project to aid children in improving their literacy skills. Teachers are hired to guide them in using the game and advancing in the program. The card game assesses basic literacy skills, enhances valuable phonetic skills and promotes a learning culture that is both fun and social. Services: Provides in-school literacy programs by certified teachers, supplementing skills learned in the classroom. 3334 East Coast Highway, Suite 177 Corona del Mar, CA 92625 T: 949-721-1319 | F: 949-721-1779 literacyprojectfoundation.org

Executive Summary Core Problem & Opportunity

If the Literacy Project Foundation does not boost its visibility, differentiate itself from other educational nonprofits and adjust the program model to encourage volunteerism, then it will lose its ability to secure beneficial relations with donors, schools and other partnerships in order to expand.

Campaign Goals

• To increase the Literacy Project Foundation’s visibility among influentials in the Orange County and Los Angeles County school districts. • To encourage more donors to take an interest in helping the Literacy Project Foundation succeed.

Core Objectives

• Establish at least one additional partnership with a prominent educationally-focused nonprofit in Orange County (such as THINK Together or Pretend City) by December 2013. • Invite a minimum of two Orange County reporters and two Orange County bloggers to cover one Literacy Project Foundation class session by March 2013. • Re-vamp the website so it provides more information for possible donors, including an online donation form, a more thorough history and overall summary of the foundation and program, and an easier-to-navigate format by March 2013. • Develop relationships with at least ten local libraries around the Orange County area to host various educational events beginning in June 2013. Local potential donors will be invited to lead these programs in an effort to inspire their donations.

Core Strategies

Our core strategies include convincing potential donors that the Literacy Project Foundation is a credible and worthwhile cause to be involved with, by use of relationship building tactics. In addition, through information sessions, media coverage, and networking events, in order to raise awareness about the organization, another strategy is to secure endorsements from members of the Orange County and Los Angeles County school districts. Finally, through community outreach, we wish to reach out to at least 20% of local families in order to build positive relationships with them and encourage them to spread the word about the Literacy Project Foundation’s programs.

Theme: “Oh, the Places They’ll Go!”

Budget:

$7,100

New Branding Logo:

Literacy Project Foundation

Why?

Book Bug New Mascot

After thorough analysis of the Literacy Project Foundation’s print and online materials, and comparison to similar organizations, it was clear the foundation’s logo and overall design concept were outof-date. We wanted to keep the overall color scheme similar to the foundation’s original design, thus continued the use of blue and yellow, but added orange as well. The more vibrant concept makes the Literacy Project Foundation much more visually appealing, current and child-friendly. Using this new theme, we also redesigned and modernized the organization’s logo, creating the idea of a mascot, “the Book Bug,” to represent the organization. The bug is featured standing atop two books, with the stance and appearance of a superhero. Creating such a memorable icon for the Literacy Project Foundation makes the brand much more recognizable to both children and adults.

Part I Campaign Plan

Background The history of literacy dates back to ancient and medieval times when it was confined to a small, elite class. Some of the members of the elite were illiterate, but lower classes did not have the opportunity to be educated because it was a distinguishing mark of the higher class. Illiteracy was also apparent among different ethnicities then, as it is now. Problems faced by literacy nonprofit organizations include trying to personalize education for those who learn differently and finding a pattern and trying to close the gap in education between different ethnicities. Language barriers can setback organizations when it comes to connecting with people in need, making it hard to teach them how to read. Competition from other nonprofit organizations not related to literacy can also serve as a problem because consumers and volunteers may focus their efforts on those nonprofits. Â There are many other organizations trying to accomplish a similar goal as the Literacy Project Foundation. For example, Reading is Fundamental targets schools, shelters, community centers, and various other locations to reach out to the public. This industry is wide enough to provide an array of opportunities and target audiences, such as donors to provide financial support and adult volunteers to help with each organizationâ&#x20AC;&#x2122;s mission to combat illiteracy. Although the gap between ethnicities can serve as an issue, it can be an opportunity to target certain racial groups in order to improve their literacy rates on a local and national scale. There is also much room for creativity in teaching students because most organizations are working with school-aged children. The Literacy Project Foundation was founded in January of 2009 by current President Sue Tucker. The main issues the Literacy Project Foundation faces are under-staffing, lack of funding and overall lack of awareness. Even with these issues, the organization has a great foundation to work off of. It has been successful because of its rapid growth over the last four years, which is very impressive because the majority of nonprofits need 10 or more years to experience the kind of growth and recognition the Literacy Project Foundation has already accomplished. It was founded with the goal of enabling at-risk and disadvantaged youth to increase their reading skills.

Situation Analysis The Literacy Project Foundation’s goal is to help young, Orange County students become literate, providing participants with brighter futures. The organization initially offered in-school and afterschool programs, but now only offers in-school programs. It works to train educators to teach the students in small groups of six children with a card game co-developed by the Regents of California. The foundation wants to target specific markets with low literacy rates, provide cost-effective learning methods, to be comprehensive and user friendly, to instill a positive learning experience, to prove master teachers as specialized administrators of its reading program, to provide pre- and posttesting, and to increase reading fluency and phonetic skills by a minimum of 50% proficiency. Founded in 2009, the Literacy Project Foundation serves thousands of elementary school-aged children per year in and around the Orange County area. The organization primarily serves the Latino/ Hispanic community, with over 50% of its students representing this demographic. It partners with local school districts to provide its programs to at-risk students, and major sources of its income are from government and private grants along with corporate donations. The Literacy Project Foundation’s program is completely free for the students it serves, while the teachers who work with the students are trained by the foundation and are then paid from donations and grants the program receives. The best way to describe the Literacy Project Foundation’s program is to label it as a card game. The students use these phonic cards in a card game like “War” to learn what a specific letter is and the sound it makes. While it is a very interactive way for the students to learn their phonic skills, it poses a challenge in that it is a bit one-dimensional because the same game is used in every session. It would be helpful to the organization if it diversified its program and offered additional learning tools. The fact that there is only one program limits the children’s success to only learning inside the classroom with a teacher present and does not empower the children to continue literacy training outside the classroom while at home. The Literacy Project Foundation would like to expand to more schools in more school districts to increase its reach, but needs to raise awareness of the importance of the foundation’s program in order to do so. It also needs to continue to raise funds, especially from corporate donors, as this is a major source of its income already, and the nonprofit would like to see this continue long into the future.

Core Problem & Opportunity If the Literacy Project Foundation does not boost its visibility, differentiate itself from other educational nonprofits and adjust the program model to encourage volunteerism, then it will lose its ability to secure beneficial relations with donors, schools and other partnerships in order to expand.

Goals & Objectives Goal #1 To increase the Literacy Project Foundation’s visibility among influentials in the Orange County school district.

Objectives 1. Invite a minimum of two Orange County reporters and two Orange County bloggers to cover one Literacy Project Foundation class session by March 2013. 2. Secure a dual interview with Sue Tucker and Mark Victor Hansen in the Orange County Register and the Los Angeles Times by May 2013. 3. Invite Al Mijares, Ph.D., Orange County Superintendent of Schools, to participate in one Literacy Project Foundation class session by February 2013. 4. Host one luncheon for principals and English/Language Arts teachers from each elementary school in Orange County by June 2013. 5. Establish at least one additional partnership with a prominent educationally-focused nonprofit in Orange County (such as THINK Together or Pretend City) by December 2013.

Goal #2

To encourage more donors to take an interest in helping the Literacy Project Foundation succeed.

Objectives

1. Secure at least one corporate sponsor to donate a minimum of $20,000 by August 2013. 2. Revamp the website so it provides more information for possible donors, including an online donation form, a more thorough history and overall summary of the foundation and program, and an easier-to-navigate format by March 2013. 3. Develop relationships with at least ten local libraries around the Orange County area to host various educational events beginning in June 2013. Local potential donors will be invited to lead these programs in an effort to inspire their donations. 4. Create a mentorship program that pairs corporate executives with the Literacy Project Foundation’s students by July 2013. 5. Partner with Pretend City to host an event that attracts media and potential donors at the end of July 2013, increasing their awareness of the organizations and creating an opportunity to experience each nonprofit’s programs alongside the children they serve.

Key Publics Current and Potential Donors

School District Influentials

Self-interests: Social responsibility, community, tax relief, favorable perception from community, future of community by betterment of younger generationsâ&#x20AC;&#x2122; skills and abilities Influentials: Literacy Project Foundation leaders, government officials, other donors, school district leaders/ representatives, community leaders, principals, teachers, peers/competition

Self- Interests: A favorable perception from parents whose children are enrolled in the program, affordable alternative to their own education sessions, more welleducated children, overall higher test scores for the counties Influentials: Orange Unified School District leaders, parents, teachers, donors

Low-Income Families

Self-interests: Their children, spreading awareness of the organization to help raise funds for it in order to keep the program running for their children and others, finding comfort in bonding with families and other students who are experiencing similar difficulties Influentials: Their childrenâ&#x20AC;&#x2122;s teachers, school officials, other struggling families, family friends and extended family members, the children themselves

Theme & Messaging Overall Theme: Oh, the Places They’ll Go! The Literacy Project Foundation has taken on the role of equipping children with adequate literacy skills to secure their futures and expand the places they’ll go. As the next generation of contributing members of society, it is important that today’s generation support them in achieving literacy. Using this campaign theme, we hope to convey this message. The phrase used was derived from Dr. Seuss’ book title, “Oh, the Places You’ll Go!” The book tells the story of a young boy who learns he can accomplish anything he sets his mind to, which is what we would like to communicate throughout this campaign. The strategy to tie the foundation with such a popular book series lends itself to future campaign themes in which the organization can capitalize on other children’s books.

Current & Potential Donors

Like all nonprofits, the Literacy Project Foundation faces the hardships of gaining funds to continue its programs. Many factors have contributed to this, including the state of the economy, a lack of awareness of the foundation and the various competition that are more established than this four-year-old nonprofit. While the economy has been and still is in a tough spot, the Literacy Project Foundation is a worthwhile nonprofit to become involved with. Its programs to improve the literacy rates of children in various cities will secure the futures of said cities. The Literacy Project Foundation is a credible nonprofit with a sustainable future in addressing literacy as not just a local issue, but a national and global issue. In order to provide high-quality literacy education to young readers and to make these children’s dreams come true, the Literacy Project Foundation needs more donors. Donate today to help secure a child’s future.

School District Influentials in the Orange & Los Angeles Counties

The Orange and Los Angeles County areas both have high populations of at-risk children who are in need of literacy support. The children’s success and well-being depends highly on their ability to read and perform other literacy-related tasks. The Literacy Project Foundation has professionally trained teachers who are utilized as specialized administrators of its reading program. These teachers can successfully lead the at-risk students to bridge the gap of their illiteracy issues. They will not only engage and provide support to these students, but will also mentor them in an individualized manner through small-group sessions. In order to provide a successful foundation for these children’s lives, the Literacy Project Foundation needs the school districts’ support. These districts can help bring awareness to the cause, providing help to the students while at the same time creating an overall more positive image of their district.

Orange County / Los Angeles County Low-Income Families With Young Children (Grades K-6)

The children in these families are at risk for illiteracy because they do not have the means to contribute to their children’s education outside of the classroom. It is obvious that these children are not getting the attention they need and deserve to grow in their literacy and need extra help in order to do so. The Literacy Project Foundation can help these children develop literacy skills that will help guide them to success for the rest of their lives. The foundation will engage with these children in a school setting through an interactive and fun game, which can help motivate them to continue reading and learning outside of the classroom. The Literacy Project Foundation needs advocates like these families who are in the heart of illiteracy issues with their children. The families can spread awareness about the organization through grassroots efforts and other measures in order to boost its visibility throughout both Orange and Los Angeles Counties. Without this high awareness of the foundation, it will be unable to continue providing support to these at-risk children.

Strategies & Tactics Donors Strategy: Convince all potential donors that the Literacy Project Foundation is a credible, sustainable, and worthwhile cause to be involved with through the implementation of relationshipbuilding tactics.

Update the Literacy Project Foundation’s “at-aglance” statistics to ensure the potential donors understand the importance of the foundation and the difference the foundation will make in the lives of the children it serves.

For potential corporate donors: Mail a “donor kit” to Orange County and Los Angeles corporations that includes a child’s “what I want to be when I grow up” statement, Dr. Seuss’ book “Oh, The Places You’ll Go!,” and an invitation to a 30-minute informational screening.

Host a screening of the Literacy Project Foundation’s 30-minute informational spot about its program and about the devastating problem of illiteracy throughout the world.

Dr. Seuss-like pop-up book. The left side can have a picture of a child reading a book, which will lead him or her on a “path” to college, and what he/she wants to do when he/she grows up. On the lower third of the page there can be a message describing how their donation would make a difference. A Dr. Seuss-themed video using the characters and background of his book with real examples and messages to demonstrate what the Literacy Project Foundation is doing and how it can make a difference in a memorable, exciting and kid-friendly way.

In addition to the 30-minute screening, the Literacy Project Foundation can host a kick-off event or gala with the “Oh, The Places They’ll Go!” theme. A possible location for this event would be at “The Hangar” Orange County Fairgrounds where the event space will be transformed to a Dr. Seuss land. This event will appeal to the emotional side of being young and having dreams and aspirations in order to motivate the donors to give back and help others succeed. Invite current and potential donors to attend an event hosted jointly by the Literacy Project Foundation and Pretend City, including a new literacy station (set up as a library - themed “Oh, The Places They’ll Go!”) in which donors can see their funds in action and children expanding their literacy skills.

School District Influentials Strategy: Secure endorsements from members of the Orange County and Los Angeles school districts.

Host a school district information session (one for Orange County and one for Los Angeles school districts) screening the 30-minute video previously mentioned.

Invite key influentials in Southern California education to a regionspecific conference, informing them about the reality of illiteracy statistics affecting Southern California school districts. During this conference, primary school educators will be asked to pledge to spread awareness of the foundation and will be provided with materials to share with their district, school and studentsâ&#x20AC;&#x2122; families. This conference will also provide an opportunity for those in attendance to be educated about the Get Set, Read game used in the program.

Secure published articles in Southern California education journals, newsletters, and/or related magazines.

Attend an annual educatorâ&#x20AC;&#x2122;s conference in Southern California to present the Literacy Project Foundation as a solution to the illiteracy problems in Southern California school districts.

Low-Income Families Strategy: Reach out to at least 20% of Orange County and Los Angeles County families, to spread the word about Literacy Project Foundationâ&#x20AC;&#x2122;s programs.

Community Outreach: To gain positive awareness within the community and relations with children and families outside just the school environment in Orange and LA Counties.

1. Active in community book fairs/farmer’s markets 2. Host children’s book readings in local libraries 3. Summer book series in the park (reading/theatre) 4. Pro-bono ad in community papers/newsletters/pamphlets

Create a Literacy Project Foundation mascot, the Book Bug, to better relate to the children of these families.

Pledged primary school educators will distribute Literacy Project Foundation materials to students to be taken home and given to legal guardians, giving the option of in-school or after-school literacy programs.

Invite families to attend an event hosted jointly by the Literacy Project Foundation and Pretend City, including a new literacy station (set up as a library - themed “Oh, the Places They’ll Go!”), in which families can see how the program positively impacts the children it serves.

Communication Confirmation Table Primary Message

Self - Interest

•Social responsibility •Donate to help secure a childs future •Philanthropic work Current & Potential donors

Influentials •Other donors (peers), teachers, volunteers, schools, the economy

•Favorable perception from community •Desire to improve education •Tax write-offs

School district influentials in the Orange County and Los Angeles County areas

•A favorable perception from parents •Better educated children •Overall higher test scores

Orange County and Los Angeles County low-income families with young children

•Quality, affordable education for child •Child’s well-being

•The foundation needs the school districts’ support to help children get off to a good start – help by building awareness and featuring the program creating a more positive image for the district

•Donors, potential donors, volunteers, parents, teachers, California School Board Association

•Need for family/parent •Other parents, advocates to spread aware- teachers, school disness about the organizatrict influentials tion and maintain efforts to eliminate illiteracy in the home environment, too

Objectives •Increase awareness •Re-vamp website •Mentorship program •Secure corporate sponsor •Event with Pretend City •Relationships with local libraries

•Invite reporters and bloggers to cover program •Secure dual interview with Sue Tucker and Mark Victor Hansen •Invite Superintendent of Schools to participate in program •Host luncheon for elementary principals and teachers •Partnerships with educationfocused nonprofits

•Increase participation from families and their children in the Literacy Project Foundation’s programs

Strategies •Convince potential donors that the foundation is a credible, sustainable and worthwhile cause to be involved with

Tactics •Update website to clarify needs •Donor Kit •Host a screening of informational spot •Host kickoff event/gala •Joint event with Pretend City

•Secure endorsements from members of the Orange County and Los Angeles school districts

•Host an information session screening a 30-minute informational video •Invite influentials in the education industry of Southern California share the realities of illiteracy •Secure published articles in education journals, newsletters, and/or magazines •Attend an annual educator’s conference to present the foundation’s solution to the illiteracy problems in school districts

•Reach out to at least 20% of Orange County and Los Angeles families to spread the word about program

•Community Outreach: gain positive awareness within the community and relations with children and families outside the school environment. •Host children’s book readings in libraries and parks •Pro-bono ad in community papers •Create a mascot for the organization, the Book Bug, recognizable to children •Pledged primary school educators will distribute organization materials to students to be taken home to families •Invite families to attend event hosted jointly by the Literacy Project Foundation and Pretend City

Calendar December ‘12 - May ‘13 December ‘12

Kick-Off: pre-production planning, send out save-the-dates & secure location Donor Kit: gather materials, write copy, gather photographs & design graphics Family Packet: gather materials & write copy

January ‘13

Donor Kit: print & ship Family Packet: photos, design, print & ship Website: copy, photos, design Social Media: copy, photos, design Email Blasts: copy, photos, design PSA Screening: pre-production plan, location Campaign Kick-off: rentals, catering, decor, send invitations

February ‘13 Website: launch Social Media: launch Email Blasts: send News Release: copy, send Media Pitch: copy, send Book Bug Mascot: graphics, launch Campaign Kick-off: production setup, event Pretend City: pre-production plan Summer Series: pre-production plan, location, send save-the-dates

April ‘13

PSA Screening: rentals, catering, send invitations Summer Series: send invitations, rentals, catering, decor

March ‘13

PSA Screening: decor, send save-the-dates Pretend City: send save-the-dates

May ‘13

30 Min. PSA: production & edit Pretend City: rentals, catering, decor, send invitations Book Reading: pre-production plan, location Summer Series: production setup, event Dist. Luncheon: pre-production setup, event

June ‘13 - October ‘13 June ‘13

July ‘13

Media Advisory: copy & send Feature Story: copy & publish date PSA Screening: production setup, event Pro-bono ad: copy District Conference: pre-production plan, locaSpokesperson Bio: copy & publish tion, rental items Pretend City: production setup, event Book Reading: send save-the-dates District Conference: catering, decor, send saveSummer Series: production setup, event the-dates, send invitations District Luncheon: location, rental, catering, Book Reading: rental, catering, decor decor, send save-the-dates Summer Series: production setup, event

August ‘13

Pro-bono ad: photo, graphics, publish 30 Min PSA Bio: air date District Conference: production setup, event Book Reading: send invitations, event District Luncheon: send invitations

September ‘13 Book Reading: production setup, event

October ‘13 District Luncheon: production setup, event

*See Appendix for detailed calendar

Budget Donor kit..............................

Media advisory...................... $0

Family information packet....

Book Bug mascot..................

Website revamp....................

Spokesperson bio.................. $0

Social media revamp............

PSA screening....................

Email blasts..........................

Campaign kick-off event...

News releases...................... $0 Pretend City event............. Feature stories..................... $0 School District conference... Pro-bono print ad................

Childrenâ&#x20AC;&#x2122;s book readings.....

30-minute PSA..................... $0 Summer book series............. Media email pitch................ $0 School District luncheon...... Budget Total: $7,100

< $500 < $5,000 < $1,000

< $10,000

*See Appendix for detailed budget

Evaluation Criteria & Tools Objective 1.

Increase the unique visitors to Literacy Project Foundation’s website by 20%. This will be done by re-vamping the website so it provides more information for possible donors, including an online donation form, a more thorough history and overall summary of the foundation and program, and an easier-to-navigate format by March 2013.

Tools

1. Take screenshots of current website and additional screenshots after adding information targeted to donors to compare the updates and see where else the website can be improved. Comparison should occur in March 2013. 2. Create a registration form in which the Literacy Project Foundation will ask website visitors what interests them about the organization and to provide more information about themselves. Track the number of potential donors who sign up with this form for two months after website re-vamp to project an increase in the number of donors for 2013. This evaluation tactic with also benefit the foundation in tracking other audiences as well. 3. Track the number of website visits to the existing website for three months prior to launching the new website: December 2012 through February 2013. 4. Track the number of website visits to the new website for three months after launching the new website: March 2013 through June 2013.

Objective 2.

Partner with Pretend City to host an event that attracts media and potential donors at the end of July 2013, increasing their awareness of the organizations and creating an opportunity to experience each nonprofit’s programs alongside the children they serve.

Tools

1. Attract a minimum of 20 members of the media, 15 current donors, 30 potential donors and 60 families to attend the event. 2. Record the number of media clippings regarding the event during a 6 week window before and after the Pretend City event, in order to estimate the number of impressions in Orange & Los Angeles Counties. 3. Conduct a minimum of 20 exit surveys with families in attendance to establish the impact made throughout the key public. 4. Conduct a minimum of 15 exit surveys with donors/potential donors in attendance to establish the impact made throughout the key public.

Objective 3.

Create a mentorship program pairing corporate executives with the Literacy Project Foundation’s students by July 2013.

Tools

1. Conduct pre- and post-interviews with corporate executives participating in the mentorship program to gauge the impact on involvement and personal investment with the Literacy Project Foundation and changes seen in the children worked with on an individual basis. 2. Conduct pre-and post-interviews with children involved in the mentorship program to gauge growth over the course of the mentorship. 3. Measure the amount of media coverage of the foundation for three months prior to this mentorship program and throughout the duration of the mentorship program in order to gain a better understanding of how this type of program enhances the foundation’s image among the community. The media coverage will begin in May 2013 and will last throughout the mentorship partnering. 4. Conduct focus group surveys with members and businesses of the community to gauge their thought about and interest in the mentorship program. These surveys should be conducted after the program has already been established for a couple of months (around September 2013).

Part II

Communications Tactics

News Release Literacy Project Foundation Literacy Project Foundation Launches “Oh, the Places You’ll Go!” Campaign ORANGE, Calif. — Today, the Literacy Project Foundation, a children’s literacy nonprofit in Southern California, is launching “Oh, the Places They’ll Go!,” a forward awareness campaign to focus a spotlight on children’s literacy. The campaign aims to inspire donations, awareness, and child literacy through galas, luncheons, and conferences in the upcoming months. In 2012, the organization worked in 6 districts throughout the Orange Country area and it plans on increasing this number rapidly. Access to education continues to be a struggle, yet the Literacy Project Foundation is dedicated to reaching out to students and is committed to each student’s success. Many children do not have the basic resources for learning. Consider this: • There are six million students in the California school system and 25% of those students are unable to perform basic reading skills. • There is a correlation between illiteracy and income at least in individual economic terms, in that literacy has payoffs and is a worthwhile investment. As the literacy rate doubles, so doubles the per capita income. • To determine how many prison beds will be needed in future years, some states actually base part of their projection on how well current elementary students are performing on reading tests. • 85% of juvenile offenders have problems reading. • 50% of adults cannot read a book written at an eighth grade level. • 45 million are functionally illiterate and read below a 5th grade level. • 44% of American adults do not read a book in a year. • Illiteracy costs American taxpayers an estimated $20 billion each year. • School dropouts cost our nation $240 billion in social service expenditures and lost tax revenues. The Literacy Project Foundation continues to fight for the success of every student. Through this campaign, people will become more aware of its services and the benefits it provides to at-risk students. Educators will be given valuable tools and resources to help the children meet their literacy goals and educational aspirations. It is our goal at the Literacy Project Foundation to raise awareness of the illiteracy problem in America and around the globe and to expand nationally in order to increase literacy rates among these deserving and driven children. 3334 East Coast Highway, Suite 177 Corona del Mar, CA 92625 T: 949-721-1319 | F: 949-721-1779 literacyprojectfoundation.org

Feature Article Story time in local Orange County Park by Whitney Finn

June 11, 2013 - The Literacy Project Foundation has kicked off its summer series of ‘Children’s Stories in the Park’ with readings by local, world-renowned author Mark Victor Hansen. From June to August, the Literacy Project Foundation will host children’s book readings at Hart Park in Orange, Calif. the second and fourth Saturday of each month. Local authors and celebrities are lined up to participate, including Nickelodeon star Jennette McCurdy of iCarly, Chicka Chicka Boom Boom author John Archambault, and three special Disney princess guests Cinderella, Aurora of ‘Sleeping Beauty’ and Tiana of ‘Princess & the Frog.’ The foundation hopes to establish a summer tradition for Orange County families throughout the series. Hansen, author of the ‘Chicken Soup for the Soul’ series, helped the foundation launch the series last Saturday, attracting an audience as children and parents trickled in to listen. “This cause holds a special place in my heart,” said Hansen, “I’m more than happy to help and work with these children and families.” The Literacy Project Foundation seeks to eliminate illiteracy and

enable at-risk and disadvantaged youth to increase their reading skill levels by use of the “Get Set, Read!” literacy and phonetics game co-developed by the Regents of the University of California.

continually practice and if they’re not getting that attention at home, hopefully we can help.” The organization launched a new campaign to help bring awareness to the issue of illiteracy that

Pre- and post-program test results show obvious growth in skill levels among young students participating in the Literacy Project Foundation’s Children enjoying the summer series at Hart Park in Orange, Calif. program throughout Orange and it hopes to help eradicate locally, LA County elementary schools. but ultimately nationally as well. Program graduates receive a Campaign events continue into certificate of completion, along the fall as it strives to raise funds to with increased confidence in their continue the program and expand classroom environment. into more Southern California school districts. “We hope this book series gets local families excited about reading For more information, or to make a together and acts as a reminder to donation, visit www.literacyprojectwork on literacy skills even during foundation.org. the summer vacation from school,” said Literacy Project Foundation Founder and President Sue Tucker. “This is a critical time for young readers, it’s vital that these children

Facebook Re-Vamp

Media Alert Literacy Project Foundation ***MEDIA ADVISORY*** FOR IMMEDIATE RELEASE August 1, 2013 Contact: Kimberly Vig Program Coordinator The Literacy Project Foundation kim@literacyprojectfoundation.org GALA TO FUND LITERACY PROGRAMS WHO: Annual gala to be hosted by the Literacy Project Foundation WHAT: The Literacy Project Foundation will host its annual gala in order to bring together the local community and encourage donors to fund its programs to increase literacy within schools. This year, the gala will be Dr. Seuss themed in honor of the late childrenâ&#x20AC;&#x2122;s book author and to inspire others to help children reach their dreams and aspirations through proper education. The event will feature guest speakers from the California Board of Education as well as teachers from the Orange County and Los Angeles County School Districts. Dinner will be provided and there will be a silent auction featuring prizes from Marriott hotels, ABC, Disneyland, and many more. WHEN: Saturday, September 28, 2013 from 5:00 p.m. to 9:00 p.m. Check in: 5:00 p.m. Dinner: 6:00 p.m. WHERE: The Hangar, Orange County Fairgrounds. 100 Fair Dr., Costa Mesa, CA 92626 WHY: As a nonprofit organization, the Literacy Project Foundation strives to create educational literacy programs for schools in the Orange County and Los Angeles County school districts. Without funding, they are not able to help as many children and schools and continue to improve literacy rates locally, and will not be able to reach their goals of expanding their programs nationally. Note to media: Personal interviews (on and off camera) may be done prior to the event start time. To sign up to interview, please contact kim@literacyprojectfoundation.org and note that you are a member of the media. 3334 East Coast Highway, Suite 177 Corona del Mar, CA 92625 T: 949-721-1319 | F: 949-721-1779 literacyprojectfoundation.org

Media Pitch Email Subject: Literacy Project Foundation Launches “Oh, the Places They’ll Go” Campaign to Stop the Illiteracy Epidemic Hi Mike: Illiteracy is a growing epidemic in the United States, with 45 million Americans functionally illiterate and unable read above a fifth grade level. To help promote awareness of the illiteracy epidemic, the Orange County-based Literacy Project Foundation has launched a new campaign called “Oh, the Places They’ll Go!” The campaign aims to increase public awareness of the Literacy Project Foundation and its literacy programs currently in place at local grade schools. Mark Hansen, author of the Chicken Noodle Soup for the Soul series, is an advocate for literacy in schools, and was a guest speaker at the foundation’s annual gala event. Hansen is available for interviews concerning the Literacy Project Foundation and the programs involved. Let me know if you’d like to speak to Mr. Hansen, or Literacy Project Foundation founder Sue Tucker. For more information on the “Oh, the Places They’ll Go!” campaign, visit literacyprojectfoundation. com and/or read the attached news release. Thank you for your time, Danielle Drucker Multimedia Marketing Manager

Spokesperson Bio Literacy Project Foundation

Since graduating Magna Cum Laude from Cal State University, Fullerton with a bachelor’s degree from the School of Human Services and Community Development, Literacy Project Foundation President and CEO Sue Tucker has dedicated her professional talents toward raising illiteracy awareness. She has been awarded the “1998 Honorary Service Award” by the California Congress of Parents, Teachers & Students, Inc. and continues to shed light on the importance of literacy throughout the Orange and Los Angeles Counties. In 2009, Tucker founded the Literacy Project Foundation as a way to continue serving the community.

Though a lifelong philanthropist, Tucker has also made impressive strides in her professional career as the founder of OC Public Relations (OCPR). The company began in 1996 with a focus in media relations, special event publicity and planning, cause marketing and recent additions related to social media. It continues to produce impressive results for local accounts and has become a leading PR firm in assisting charities. The Orange County native brings 25 years of nonprofit executive management experience to these efforts allowing the firm to retain its high profile. Tucker has been able to serve the Orange County community in a variety of other ways as well, including acting as a journalist and founding Orange Coast Magazine’s Master Calendar of Orange County in 2000. She has taken on the role as editor and developed the publication into the main source for local charity event listings and is now known across the states for her calendaring system. In 2001, Tucker’s work earned her the “Business Woman of Distinction Award” from the American Business Women’s Association. Despite her thorough involvement in various facets throughout the area, Tucker allows for careful attention and passion to be dedicated to the Literacy Project Foundation. The foundation focuses on assisting at-risk youth in the classroom environment with the help of accredited teachers who find importance in the cause. The program uses a phonetic and reading skill game called “Ready, Set, Read!” co-developed by The Regents of the University of California. While the foundation is small, its results are proven. Tucker hopes to see the program expand to a national level in the near future.

3334 East Coast Highway, Suite 177 Corona del Mar, CA 92625 T: 949-721-1319 | F: 949-721-1779 literacyprojectfoundation.org

Press Kit About the Press Kit

This press kit will be sent to press in the Orange County and Los Angeles County areas and will regard the organization’s campaign kick-off gala to be held in the fourth week of February 2013. The press will be invited to attend for free in order to learn more about the organization and its plans for the future.

Press Kit Design

All information in the press kit will be contained in a yellow children’s backpack, preferably embellished with the Literacy Project Foundation’s logo.

Colors & Design Theme Examples

Press Kit Contents

1. A pop-up book detailing a child’s literacy growth throughout the foundation’s program, especially mentioning the following: • At El Sol Science and Art Academy, 17 second graders who graduated from the Literacy Project Foundation’s literacy program in February 2012 were able to increase their reading skill levels by an average of 50%. 2. A letter from Mark Victor Hansen honing in on the importance of the foundation for the state of California. 3. Real elementary school photos of the key leaders at the foundation (Sue Tucker, Danielle Drucker, Kimberly Vig) with their biographies and contact information on the back of the photos. 4. Note cards displaying statistics of illiteracy in California, especially mentioning the following statistics from our research: • 40-50% of adults in the United States are functionally illiterate. In California, 24% of all adults are considered to be at the lowest literacy level. • Specifically in Orange County, the illiteracy rates drop to 8.9%, with the highest concentration of illiteracy among male and female Hispanics. • Illiteracy has effects on many areas of an individual’s life. For example, it is estimated that 33% of school-aged children in California will not complete high school, that 57% of students will fail the California Standards Test in English, and that of six million students in the California school system, 25% are unable to demonstrate basic reading skills. The need for literacy foundations is proven even further when looking at the increase in literacy rates from 1990-2004: there was only a 0.5% increase in these rates among developed countries, such as the United States. 5. A checklist of the new events and resources the Literacy Project Foundation will install in 2013, including the following: • Pretend City partnership event(s) • Children’s book readings at local libraries • Summer Book Series in the Park • Expanded reach in various school districts • And finally, an invitation to attend the campaign kick-off gala

Direct Mail

Poster

Newsletter

Part III Appendix

Original Research Interview with Client Executive

Overall, our meeting with the Literacy Project Foundation’s PR Director and Program Coordinator, Danielle Drucker and Kimberly Vig respectively, was very helpful for us to gain insight into the Literacy Project Foundation’s public relations needs. We were actually somewhat surprised that the public relations needs are so large for this organization because it seems to be so well represented throughout its website, social media sites and media coverage among other public relations aspects. The main points we learned from this meeting are that the Literacy Project Foundation’s public relations goals, as of now, center in continuing to raise funds and awareness about the organization. In order to do so, we realize the importance of understanding the Literacy Project Foundation’s key publics, but through our interview we found that Ms. Drucker and Ms. Vig didn’t quite realize the importance of outlining key publics for the foundation. Another side goal the Literacy Project Foundation mentioned for the next 90 days would be to secure national media coverage for an article done with Mark Victor Hansen, the author of the “Chicken Soup for the Soul” series and the keynote speaker at the Literacy Project Foundation’s luncheon on Sept. 27, 2012. Our team can work toward creating a plan the foundation can put into action in the near future to accomplish this goal. In reaching the general public to raise awareness of the foundation, we feel it is important to highlight the fact that the Literacy Project Foundation truly is needed in the Orange County area, with Latinos representing greater than 50% of the students the organization serves. It may be helpful to hone in on the fact that the organization came about because of the lack of government funding for the ever-important issue of literacy among young children. To reach corporate donors, we feel the Literacy Project Foundation should be a bit more transparent in actively teaching potential donors what the program is all about, including a tutorial on exactly how the game they use helps the children learn. It may also be interesting to incorporate a “secure your company’s future by securing theirs” theme to hone in on the fact that these students are the future workers of Orange County and the United States. Perhaps part of this portion of the campaign could include a corporate donor “sponsoring” one or a few students and acting as the students’ mentors throughout their time in school. In conclusion, we walked away from the meeting with a better understanding of just how much the Literacy Project Foundation needs our group’s help to focus its public relations efforts and we’re excited to move forward with the campaign.

Interviews 1. What is your involvement with the Literacy Project Foundation? I am currently an intern with the organization. I’ve been working with them since August 2012. My job as an intern varies daily, but an ongoing responsibility is managing the Facebook and Pinterest accounts. My job is to post weekly updates on the Facebook page regarding what’s going on in the organization and community. I also worked closely with Kimberly to plan the foundation’s “What Dreams Are Made Of” luncheon earlier in the semester. 2. What do you believe are the main strengths and weaknesses of the foundation? In my opinion, I believe the Literacy Project Foundation has many strengths that contribute to their success. First, it is a small company with a lot of close personal relationships, making it easy to get to know the three women behind it and see their passion. Additionally, Kimberly hand picks all the teachers that teach the “Get Set, Read!” program in schools. It’s an extremely personalized experience and they make sure they are sending the best teachers into the classroom. The weakness of the foundation would be their external awareness. As of now, it has a phenomenal support system, but I believe there’s a lot of opportunity for growth. Using social media and events, it is slowly becoming a more recognized philanthropy. 3. Where do you see the Literacy Project Foundation in 5 years? In the next five years, I can definitely see the organization expanding and continuing their mission to fight illiteracy. Every year the luncheons attract more and more philanthropists and I believe it’s only going to continue to do so. The program will continue gaining more support, as well as expanding to more and more schools in the Orange County area. 4. In terms of PR, do you think the current strategies have been successful? why or why not? I believe our current PR strategies have worked in the past, but need some adjustment. We are currently working on a social media reform and have been building a plan to reach more people. We have all the tools of Facebook, Twitter, Pinterest, and various social outreach programs, it’s just a matter of keeping up with it which is difficult for a smaller business. Yet, with our new plan we are going to try and appeal to the public more and keep them informed by creating a timeline of posts we can refer to weekly in order to create more of a formula. We are learning more and more about our followers everyday through Facebook demographics. 5. What do you enjoy most about working with the foundation? In all honesty, I’ve really enjoyed working with such a small organization. It has been very beneficial for me and my public relations knowledge. They have also allowed me the chance to showcase what I know, as well as taking the time to teach me. I’ve never worked on the PR side of a nonprofit so it has given me a broader perspective of how PR can be used. In addition, I’ve met a lot of influential philanthropists in the Orange County area, which has been eye opening. There are so many great causes out there and I can confidently say I think the Literacy Project Foundation is making a difference in our community and is one of those great causes.

Focus Groups Children’s Education Volunteers Focus Group Location: Residence Hall Participants: 5 females, 2 males Ages: 1 – 18 years old, 2 – 19 years old, 3 – 20 years old, 1 – 21 years old Hometown: 6 – California, 1 – Hawaii Believe there is a Literacy Problem in our community? 5 – yes, 2 – no Involvement level (in regards to volunteering for children with literacy problems) 4 – very involved, 2 – somewhat involved, 1 – not involved Interest level (in an educational field) – 3 – very interested, 2 – somewhat interested, 2 – not interested What was your experience like volunteering with children? What did you learn from it?

“I used to volunteer at the Boys & Girls club where I helped kids with homework. I learned that you have to be very patient with them in terms of learning and communication. I also worked with children with autism when I went to the University of San Francisco. Again my patience was challenged, but I learned to work with their different mindset to help them learn.” “I’ve tutored elementary aged students through The Reading Clinic and also The Friendly Center. I found that you must be patient and flexible when working with children. Each child is going to learn and respond differently, so it takes time to find the best method for him or her. I also realized that even if you don’t know it, as an older person, you have an enormous impact on them. They will copy what you say and do, and feed off the energy and attitude that you give. That’s why it’s important to be on your best behavior, with a positive attitude, when working with children.” “I used to volunteer at day camps and I found that you need to be patient and understanding with kids. They get frustrated when they can’t accomplish or do something, especially when other kids can do it. You need to help them calm down and personalize their method of learning.” “I tutored and watched elementary school children through Chapman. I learned that not only do you have to be patient, but you also have to have fun with what you do. They aren’t going to like learning or reading if it’s something they struggle with, so you have to make it fun and exciting without them realizing it.”

Did you have any exposure to problems with literacy during your time volunteering? Why do you think it is or isn’t prevalent?

“No, I didn’t really have that much exposure with illiteracy. I haven’t seen it too much in

43 our community, but I do think it is prevalent in other places because of lack of resources.” “I did when I was a teacher’s assistant at Sunday school. Each of the children was at a different reading level in English and in Hebrew, which made it challenging. I think it’s prevalent because they aren’t given the support they need, especially those who are learning two languages. Sometimes it’s harder for them to pick up on both.” “I had some exposure during my time, especially because I worked with kids from lower income areas. I think it’s prevalent in those areas because they don’t have the resources or time from their parents to help them.” “I wasn’t really exposed to too many problems with literacy, but some kids definitely did struggle. I think there are big learning curves among students, as hard as teachers try to prevent that. We have to accommodate that curve in order to help everyone succeed.”

How do you feel about illiteracy, whether it’s within children or adults? “I want to be an elementary school teacher so I can teach children how to read and write. I always felt that being literate is the best gift that I have and I want to give this opportunity to as many children as I can.” “I think it’s so sad that there are adults and children who are illiterate. I truly believe that they are being robbed of opportunities and a future if they don’t have the ability to read and write.” “Illiteracy in general is a horrible thing, not just because these people can’t read or write, but because they are missing out on probably one of my favorite past times. Reading is such a beautiful opportunity to leave reality and get thrown into a new place as a new face or character.” “I have always had strong feelings about the education system in our country. I believe that some sort of reform needs to take place because the unbalanced education levels are so extreme. I hope to see our nation do something about the illiteracy levels so they are not so prevalent.”

What do you suggest should be done to combat illiteracy? “I think there should be more volunteer programs where adults and children can come in and work with people of all ages and teach them how to read or write. Working with people hands-on almost always helps people so I think a volunteer program that targets anyone in the community would be a great way to combat illiteracy.” “We can’t ignore the problem because it will only increase over time. We need to link people with the right resources and go to those underdeveloped or struggling areas offering our

44 services.” “Schools should try and find more creative ways to teach children so they want to learn. Games are always fun or even prizes for students who achieve the most in terms of reading and comprehension.” “If we really are passionate about this issue then we, as volunteers, need to be proactive and volunteer our time to organizations to help with illiteracy. Illiterate children aren’t going to come to us for help, we have to find them.” “There should be programs for adults who are illiterate, especially in English. I don’t know how we will get them to come out (because they won’t understand a flyer), but maybe target those in diverse areas and go in person to look for illiterate people.”

Would you support (volunteer, donate, etc) a nonprofit organization like The Literacy Project Foundation (after briefing them about the organization)? Why or why not? “Absolutely! I think this is an important organization because illiteracy negatively affects the future generations. As cliché as that sounds, it’s the truth. If people of any age aren’t literate, then how can they move forward? It’s important to support organizations that grant people the opportunity to do something great with their lives.”

“Yes, I believe everyone should be able to read.”

“I would support an organization like this. The kids who are targeted by organizations like these are our future and I think it’s important for them to have the opportunity to be able to read and learn. “Yes, but I’d like to know their success rates and what exactly they are doing to help people learn how to read.” “I feel like they have a good idea and mission, but there needs to be a more unique concept that makes them stand out compared to any other nonprofit.”

Key Insights This group was targeted because of their interest or past experience volunteering with children and educational groups. College-age students were chosen because these students volunteer or have volunteered in order to help them gain experience for a future in education. We were interested in their knowledge of the literacy problem and their suggestions on how it can be combated. We also wanted to know how strongly they felt about this issue and whether or not they would want to volunteer at an organization like The Literacy Project Foundation. When asked about their experience working with children and what they learned about educating them, all the participants said patience is key. They believed that every student has a different learning style and speed, that’s why there is such a gap between those who excel and those who do poorly in terms of education. Most of the participants also said that they didn’t have too much of an issue with illiteracy in terms of where they volunteered and the area they were from. They think that location is a key factor, as well as economic standing, in terms of level of education. Most of them did say that there were always a couple students who struggled, however, showing that it’s not always about one’s background that defines the learning standard. Many students just simply learn a lot slower than others, so they need to have the attention from their parents or other educators. In terms of general illiteracy, the participants said they feel bad for those who are illiterate and believe that this is a big issue, especially in children. Most of them said that children are our future, so it’s important that they are given the opportunities to read and write properly. One participant even said that they are being robbed of their future if they don’t know how to read or write. There were various answers when asked what they can do to help combat illiteracy. Some said that volunteer programs were important, while others said that it’s up to the parents and educators to make sure to individualize education. Creativity, when it comes to teaching students how to read, was also suggested, as well as finding ways to target adults who are not proactive about finding the resources to learn to read. Overall, participants said that they would volunteer for an organization like the Literacy Project Foundation, but would need to learn more about their specific mission. A majority of the participants did not know about the foundation prior to the meeting, and those not interested in a career in education didn’t seem too excited about the organization because there was no uniqueness to it. However, they do think that this would be a great resource and opportunity to give to those struggling with literacy.

Survey The survey of 100 Chapman University students held two primary goals: to gage the awareness and impact of child literacy and to understand their viewpoint on who is responsible. Of the 100 responses from the survey; • 58% are between the ages of 17-20 and 34% are between the ages of 21-29 • 69% of respondents are female, 31% are male and 74% white • 87% responded saying that there is a literacy problem in the United States • 98% somewhat agree/strongly agree that elementary schools are responsible for child literacy • 26% disagree/strongly disagree that the federal government is responsible for helping students to read and write • When asked who is responsible for child literacy, we drew the following conclusions from those surveyed: 90% parents, 77% teacher, 79% school, 40% state, 36% federal government, 11% nonprofit • Overall 91% agree that child literacy is a problem The primary message of the campaign should focus on awareness and call for action. People are somewhat aware of child literacy, however we need to engage them and empower everyone to make a difference.

47 Age of Respondents

Gender

30+ Male 21-29 17-20

Female

Is there a Literacy problem in the US?

Are Elementary Schools Responsible? No

Yes

Have you heard of the Literacy Project Foundation?

Who is Responsible?

Yes Parents

School Teachers State Nonprofit Organizations

No Fed

Field Trip The Literacy Project Foundation held its “What Dreams are Made of” Annual Benefit Luncheon on September 27, 2012 at the Marconi Automotive Museum in Tustin, Calif. The location featured a stage for guest speakers, 18 tables with beautiful sunflower centerpieces and elaborate tableware; all surrounded by the museum’s $30 million collection of vintage cars. The nearly 130 donors, members of the media and corporate partners were in attendance, as well as five fifth grade students and Literacy Project Foundation program participants from a local elementary school. The students were accompanied by a role model who is a leader in the field each child wishes to pursue as a future career. The role models and students presented together after well-known author, Mark Victor Hansen of the “Chicken Soup for the Soul” series, gave his keynote address on his experience with illiteracy and the importance of working with children early on to improve their reading skills. After the elaborate 4-course meal, an auction raised over $15,000 and Disney was presented with the award of Corporate Partner of the Year and, in turn, provided each of the five students with a Disney pass for them and a guest. The event successfully met its goal of executing a successful public relations event and featuring a memorable keynote speaker to increase awareness and establish passion and a sense of urgency within the audience. The location was exciting and made for an interesting background for the event, though it seemed unclear how it held any connection to the foundation’s efforts. After thorough analysis of the busy wall displays, it became apparent that the museum supports children’s charities; a crucial detail that was easily missed. In the future more background should be given on why the particular location was chosen, conveying the foundation’s message even further. Overall the event was very impressive and well executed, though it seemed a bit rushed and I believe many guests would have liked to hear much more from CEO/President Sue Tucker and the importance she plays in the organization. In addition, it would be very effective to reflect on the foundation’s past, current standing and student results, as well as forecast its future. This allows donors and potential donors a way to measure the success and/or needs of the foundation and feel that their contribution is making a difference in a powerful program.

Preliminary Publics • Orange/LA County low-income families with young children (grades k-6) • Potential volunteers (high school/college students) • Donors (current & potential) • Teachers • Local early childhood development centers’ executive directors • Early development social programs and organization administrators • School district administrators • Principals • At-risk/disadvantaged families/parents in Orange/LA County • Head Start executive directors • Government literacy programs leadership • Orange/LA County school board members • Preschool administrators in Orange/LA County • Orange/LA County elected officials and staff • Librarians (public and school)

Budget Item Decription

Quantity

Cost Per Unit

Total Cost Estimate

Donor Outreach Donor Kit

Material costs 100 0.1 10 Writer’s fee In House 0 0 Photographer’s fee & expenses 1 for 2 hours $100/hr 200 Graphic designer’s fee 1 for 2 hours $100/hr 200 Printing & Shipping 100 0.65 65 475 Total

Family Outreach

Family Information Packet

Other Promotional Materials

Website re-vamp Writer’s fee In House 0 0 Photographer’s fee & expenses 1 for 2 hours $100/hr 200 Graphic designer’s fee 1 for 5 hours $100/hr 500 700 Total

Social Media Re-vamp

Writer’s fee In House 0 0 Photographer’s fee & expenses 1 for 1 hour $100/hr 100 Graphic designer’s fee 1 for 1 hour $100/hr 100 200 Total Email Blasts Writer’s fee In House 0 0 Photographer’s fee & expenses 1 for 2 hours $100/hr 200 Graphic designer’s fee 1 for 2 hours $100/hr 200 400 Total

Item Decription

Quantity

Cost Per Unit

Total Cost Estimate

News Releases Writer’s fee In House 0 0 0 Total

Feature Stories Writer’s fee

In House

Pro-Bono Print Advertisement

0 Total

Writer’s fee In House 0 0 Photographer’s fee & expenses 1 for 3 hours $100/hr 300 Graphic designer’s fee 1 for 3 hours $100/hr 300 600 Total 30-minute PSA Pro Bono 0 0 0 Total Media email pitch Writer’s fee In House 0 0 0 Total Media advisory Writer’s fee In House 0 0 0 Total

Creation of Book Bug Mascot

Graphic designer’s fee 1 for 2 hours $100/hr

Spokesperson Bio

Writer’s fee In House 0

Special Events

200

200 Total 0

0 Total

PSA Screening Tables & linens 5 of each 22 110 Chairs 50 5 250 Electrical Equipment Provided by Venue 0 0 Decorations 5 20 100 Possible sponsorship Food/Drinks 50 45 2250 for food Staff Volunteers 0 0 Location 1 2000 2000 Invitations 100 1 100 Save-the-dates 100 Via email 0 2560 Total with food sponsorship

Item Decription

Quantity

Cost Per Unit

Total Cost Estimate

Campaign Kick-Off Event

Tables/Linens 15 22 330 Chairs 150 5 750 Lighting/Sound 1 2000 2000 Decorations 20 20 400 Food/Drinks 150 70 10500 Staff 30 12 360 Location 1 9000 9000 Invitations 250 18 4500 Possible sponsorship for invitations Save-the-dates 250 10 2500 Possible sponsorship for save-the-dates Ticket Prices (Income) 150 100 15000 8340 Total with income and sponsorships

Pretend City Event

Food/Drinks 200 12 2400 Staff Volunteers 0 0 Tables 30 10 300 Chairs 120 3 360 Decorations 30 10 300 Invitations 200 9 1800 Save-the-dates 200 5 1000 Split w/Pretend City 3080 3080 Total after split w/Pretend City

School District Conference

Food/Drinks 40 15 600 Staff Volunteers 0 0 Tables 4 10 40 Chairs 40 3 120 Decorations - Posters 5 8 40 Electrical Equipment Provided by School 0 Invitations Via email 0 0 Save-the-dates Via email 0 0 800 Total

Childrenâ&#x20AC;&#x2122;s Book Readings

Drinks (Water) 150 1 150 Staff Volunteers 0 0 Tables Provided by Library 0 0

Item Decription

Quantity

Cost Per Unit

Total Cost Estimate

Chairs Provided by Library 0 0 Invitations 100 2 200 Save-the-dates 100 2 200 550 Total

Summer Book Series in the Park

Staff Volunteers 0 0 Tables 4 10 40 Chairs 40 3 120 Decorations 5 8 40 Invitations Via Email 0 0 Save-the-dates Via Email 0 0 200 Total School District Luncheon Food/Drinks 20 20 400 Staff Volunteers 0 0 Tables 2 10 20 Chairs 20 3 60 Decorations - posters, artwork, banners 5 8 40 Invitations Via Email 0 0 Save-the-dates Via Email 0 0 520 Total

$19,100

Total Budgeted Expenses

$12,000 Expected Donations/Sponsorships $7,100 Final Budget Total

, Month Week Donor Outreach Donor Kit Gather materials Write copy Gather photographs Design graphics Print & Ship Family Outreach Family information packet Gather materials Write copy Gather photographs Design graphics Print & Ship

Calendar

Other Promotional Materials Website revamp Write copy Gather photographs Design graphics Launch Social media revamp Write copy Gather photographs Design graphics Launch

Dec '12

x x

Jan '13

Feb '13

x x

Email blasts Write copy Gather photographs Design graphics Send out e-blasts

News releases Write copy Send out news releases

Feature stories Write copy Publishing date Pro-bono print advertisement Write copy Gather photographs Design graphics Publishing date 30-minute PSA Production Editing Air date Media email pitch Write copy Send out media pitch

Media advisory Write copy Send out media advisory Creation of Book Bug Mascot Design graphics Launch

Spokesperson Bio Write copy Publish bio Special Events PSA Screening (1st wk of June) Pre-production planning Secure location

March '13

April '13

55 2

April '13

May '13

June '13

July '13

x x

Aug '13

Sept '13

2 3 4

Oct '13

1 2

, Month Week Secure rental items Donor Outreach Secure food & drink Donor Kit Secure decorations Gather materials Send out save-the-dates Write out copy Send invitations Gather photographs Production setup Date of graphics event Design Print & Ship Campaign Kick-Off (4th wk of Feb) Pre-production planning Family Outreach Secure location Family information packet Secure rental items Gather materials Secure food & drink Write copy Secure decorations Gather photographs Send out save-the-dates Design graphics Send invitations Print &out Ship Production setup Date of event Other Promotional Materials Website revamp Pretend City Event (2nd wk of Jul) Write copy Pre-production planning Gather photographs Secure items Design rental graphics Secure Launch food & drink Secure decorations Send out save-the-dates Social media revamp Send out invitations Write copy Production setup Gather Date of photographs event Design graphics School LaunchDistrict Conference (2nd wk of Aug) Pre-production planning Email blasts Secure location Write copy Secure rental items Gather photographs Secure food & drink Design graphics Secure decorations Send out e-blasts Send out save-the-dates Send out invitations News releases Production setup Writeof copy Date event Send out news releases Children's Book Readings (4th wk of Sept) Feature storiesplanning Pre-production Write copy Secure location Publishing date Secure rental items Secure food & drink Pro-bono print advertisement Secure decorations Write out copy Send save-the-dates Gather photographs Send out invitations Production setup Design graphics Date of event Publishing date Summer Book Series in the Park (4th wk of May, PSA June, July) 30-minute Pre-production planning Production Secure Editing location Secure Air daterental items Secure food & drink Secure decorations Media email pitch Send save-the-dates Write out copy Send out out invitations media pitch Production setup Date(s) of event Media advisory School District Luncheon (2nd Wk in Write copy Oct) Send out media advisory Pre-production planning Secure location Creation of Book Bug Mascot Secure rental items Design graphics Secure Launch food & drink Secure decorations Send out save-the-dates Spokesperson Bio Send out invitations Write copy Production setup Publish bio Date of event

Special Events PSA Screening (1st wk of June) Pre-production planning Secure location

Dec '12

x x

Jan '13

Feb '13

March '13

x x

April '13

x x

x x x

x x x x x

x x

57 2 x

May '13

June '13

July '13

Aug '13

Sept '13

2 3 4

Oct '13

1 2

x x

x x x x

x x

x x x x

x x

x x x x

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Anonymous students. (2012, September 23). Personal interview.

“At A Glance.” World Literacy Foundation. Web. 11 September 2012. <http://www.worldliteracyfoundation.org/at-a-glance.html>. Blazehoff, Rusty. “Children’s Literacy Campaign Launches with a Fun Pass Video.” Laughing Squid. 20 April. 2012 <http://laughingsquid.com/childrens-literacy-campaign-launches-with-a-funpsa-music-video/>. “California Adult Literacy Statistics.” State Literary Resource Center of California. 1997: n. page. Web. 9 Sep. 2012. <http://www.literacynet.org/cgi-bin/hubiv/sra/sra.cgi>.

“Caliteracy.org.” Literacy Rate. N.p., n.d. Web. 24 Sept. 2012. <http://www.caliteracy.org/rates/>.

Cisneros, Theresa. “Literacy Project Foundation honors Anaheim students.” OC Register. 15 Jul 2012: n. page. Web. 9 Sep. 2012. <http://literacyprojectfoundation.org/uploads/pdf/oc-latino-link-071512.pdf>. “Declaration for the Right to Literacy – The Journey Continues.” Literacy Power Online. 2 Feb. 2011. <http://www.literacypowerline.com/declaration-for-the-right-to-literacy>.

Dr. Seuss. Oh, the Places You’ll Go!. New York, NY: Random House, 1990. Print.

Drucker, Danielle, and Kimberly Vig. Personal Interview. Sept. 17, 2012.

Dumitrache, Aline. “Chrysler Launches ‘Road to Literacy’ Facebook Campaign.” AutoEvolution. 24 April. 2011. Web. <http://www.autoevolution.com/news/chrysler-launches-road-to-literacy-facebook-campaign-34861. html>. “Facts About Children’s Literacy.” NEA. N.p., n.d. Web. 24 Sept. 2012. <http://www.nea.org/grants/13662. htm>. Hammer, Kate. “Global rate of adult literacy: 84 percent, but 775 million people still can’t read.” The Globe and Mail. 7 September 2012. Web. 11 September 2012. <http://www.theglobeandmail.com/news/world/ global-rate-of-adult-literacy-84-per-cent-but-775-million-people-still-cant-read/article4528932/>. “Launch of global campaign to target spiraling low literacy rates amongst the poor.” World Literacy Foundation. 4 April 2012. Web. 11 September 2012. <http://www.worldliteracyfoundation.org/Media/4-4-12. html>. “Literacy Project Foundation - Statistics.” Literacy Project Foundation - Statistics. N.p., n.d. Web. 24 Sept. 2012. <http://literacyprojectfoundation.org/community/statistics/>.

Literacy Project Foundation.” 2008: n. page. Web. 9 Sep. 2012. <http://literacyprojectfoundation.org >.

Merl, Jean. “Study Finds Rampant Illiteracy in L.A. County.” Los Angeles Times. 09 Sept 2004: n. page. Web. 9 Sep. 2012. <http://articles.latimes.com/2004/sep/09/local/me-literacy9>. Nguyen, Nora. “Door to Learning Opens Wider for Orange County’s Youngest Children.” THINK Together. 30 Aug 2012: n. page. Web. 9 Sep. 2012. <http://www.thinktogether.org/door-to-learning-opens-widerfor-orange-countys-youngest-children/>. “Peak literacy body calls upon Government to ‘wake up’: Illiteracy costing the global economy US $1.19 trillion each year.” World Literacy Foundation. 7 September 2012. Web. 11 September 2012. <http://www. worldliteracyfoundation.org/Media/7-9-12.html>. “Preschool programs--with literacy component--can narrow gaps.” Report on Literacy Programs 18.11 (2006): 85. Academic OneFile. Web. 12 Sep. 2012.

“Pretend City.” Pretend City Children’s Museum. Web. 8 October 2012. <http://pretendcity.org/>.

“Reach Out and Read Orange County (California).” Reach Out and Read. n.d. n.page. Web. 9 Sep. 2012. <http://www.reachoutandread.org/cgi-bin/oc.pl>. Risher, David. “World Literacy Day: Giving All Kids a Chance.” Huffington Post. 08 Sept 2012: n. page. Web. 9 Sep. 2012. <http://www.huffingtonpost.com/david-risher/world-literacy-day_b_1866059.html>. Rogers, R., & Elias, M. (2012). Stories selves: A critical discourse analysis ofyoung children’s literate identifications. SAGE Publications, 12(3), 259-292. doi: 10.1177/1468798411417370 Sheridan, M. P., & Rowsell, J. (2012). Design literacies: Learning and innovationin the digital age. Written Language & Literacy, 15(2), 282-286. Retrievedfrom <http://web.ebscohost.com.libproxy.chapman.edu/ehost/ detail?vid=3&hid=8&sid=99a00783-2ddc-4e3a-9ab6-dbee545be6e4@sessionmgr12&bdata=JkF1dGhUeXBlPWl wLHVpZCxjb29raWUsdXJsJnNpdGU9ZWhvc3QtbGl2ZQ=>. Stassel, Stephanie. “Los Angeles Times Holiday Campaign.” Los Angeles Times. 12 Nov 2003: n. page. Web. 9 Sep. 2012. <http://www.reachoutandread.org/newsroom/press_article.aspx?id=14>. Stellakis, N. (2012). Greek kindergarten teachers’ beliefs and practices in earlyliteracy. Literacy, 46(2), 6772. doi: 10.1111/j.1741-4369.2011.00573.x Trends in literacy. (1998). Retrieved from <http://www.wri.org/publication/content/8429.>. United Nations Educational, Scientific and Cultural Organization. Education. Literacy. Web. 11 September 2012. <http://www.unesco.org/new/en/education/themes/education-building-blocks/literacy/policy/>. Wagner, Daniel A. “Literacy.” Handbook of Cultural Developmental Science. 25 Mar 2009: n. page. Web. 9 Sep. 2012. <http://www.literacy.org/sites/literacy.org/files/publications/wagner_literacy_devscience_10.pdf>. “World Literacy Foundation forms partnership to bring thousands of e-books to the disadvantaged.” World Literacy Foundation. 29 June 2012. Web. 11 September 2012. <http://www.worldliteracyfoundation.org/ Media/29-6-12.html>. Disclaimer: The Literacy Project Foundation is responsible to get permission and rights associated with materials in this book, to include, but not limited to, the Book Bug and Dr. Seuss materials.

Oh, the Places Theyâ&#x20AC;&#x2122;ll Go!