Michelle + Niewald gic Strate
tion
Co
nica mmu
Hello there. I’m Michelle. I’m a junior Marketing: PR and Advertising major at Stephens College. Even as an undergrad, I already have extensive industry experience under my belt. As the traffic manager and account executive for Creative Ink, the only student-run marketing firm in Missouri, I juggle account services for several clients each semester all while maintaining the progress of all creative teams. I am also a social media intern for the fabulous online magazine College Lifestyles, and I just wrapped up an incredible summer marketing/graphic design position at Axis Promotions in New York City. I’m currently searching for my next big challenge.
? y h p o hilos
My p
Ideate, innovate and create with passion. Repeat.
ng i t i r W c i g t a Str Missouri Citizens for the Arts Audrey Webb Child Study Center Stephens College Admissions Creative Ink Website Everyone Eats Food Bank
Missouri Citizens for the Arts Using case study states such as Arizona and Minnesota, it is clear that there are a few things they are doing that we are not. Specifically: 1. Extensive use of social media a. Each state posts on Facebook frequently (3-4 times per week). Activity includes upcoming arts events throughout the states, news articles about various topics, such as funding cuts, why the arts are important, etc., celebrity endorsement facts, and lobbying/session updates. Going back, posts become more frequent right before and during congressional session. b. Twitter does not generate as big of a following as Facebook. However, it is still an appropriate output for information. Tweets are posted more frequently than
Facebook updates, sometimes averaging 2-3 tweets per day. Tweets are less interactive than Facebook and include more statistics. c. Blogs are an option, but not necessary. 2. Website Design a. MCA’s graphic design is beautiful and thoughtfully laid out, but Minnesota’s is more accessible. It features clickable boxes that link to educational components, including “Join Now” and “Advocacy 101” to simplify the experience for the consumer. Accessibility is key to increasing numbers of supporters. In addition to the educational and event driven brochures and new branding materials (business cards, letterhead and envelopes), the following represent
marketing and media tactics that will best advertise MCA and increase awareness for the arts. 1. Social Media Plan: Facebook and Twitter a. Post to Facebook and Twitter during peak hours. According to the marketing agency Ogilvy + Mather, the peak times for social media are on Saturdays and Sundays, whereas weekend posts get approx. 69% more interaction (Ogilvy + Mather, 2012). Facebook posts should include more personal posts as to connect with the audience, like statistics and the potential damage that cut funding can do, while Twitter should include more instant updates, such as photo updates during lobbying and hashtag elements that followers can engage in to build awareness on the web.
i. Include graphic design elements to both Facebook and Twitter accounts. This includes a cover photo for Facebook and background for Twitter that stick closely with the MCA brand. b. Personal stories The most effective way to reach out to new donors is through personal stories. Inviting current donors, former Missouri Fine Arts Academy students and art students/teachers to film a testimony and post it to Facebook and Twitter during time intervals appropriate for you. 2. Public Service Announcements a. MCA, with the assistance of Creative Ink, will develop a PSA for local radio stations to play throughout the state of Missouri. St. Louis, Kansas City, Columbia and Jefferson City have the highest traffic, so the most people will hear a PSA in these cities. They can be
played frequently before session begins and continue throughout months. Since air time is donated, PSA’s can be developed for very little cost. A 20-30 second PSA will be best, meaning it will consist of 4075 words. i. The best way to monitor success of the PSA is by calling listeners to action, such as by inviting them to visit the website and “Join now!” ii. Stephens College also has access to CAT TV and many theatre students, so filming a PSA is also a strong idea. Lastly, there are several ways to implement the new media plan: 1. Hootsuite a. Hootsuite is the simplest and most common way to synchronize social media accounts. The free version offers use with up to five social profiles,
free quick reports that offer Google Analytics, message scheduling and two RSS/Atom Feeds. This way, posts can be made during free time and scheduled on HootSuite for peak hours and important upcoming dates and events. b. Reports will help monitor the success of marketing plans. If Google reports low traffic during some hours, posting times can be reevaluated and improved upon. Also, it will show which site draws the most followers. Posts should frequently include direct links to the “Join Now” and advocacy sections of the website; this will help make the website more accessible. 2. Campaigning for PSA’s a. Prerecording a PSA will be easy, but even if MCA decides to have DJs read it aloud, we must draft a letter requesting the reading/playing of the Public Service
Announcement. The letter will include the cause and importance of MCA along with the copy or recording. It is best to send out letters to many stations, as some may choose not to support the cause. b. If MCA chooses to go the television route, the same process will carry for sending the PSA to television stations.
Missouri Citizens for the Arts P.O. Box 10026 Columbia, MO 65205 Return Service Requested
At the end of each week, measure the new social media following. Create a survey to be placed as an ad on the website asking visitors to say how they were referred to the site. If one measure is proving unsuccesful, reevaluations can be made.
Missouri C i tizens for the Arts
Keeping the arts
ALIVE
W e d o n’ t a l w a y s k n o w w h a t t he e n v i ronm e n t will b e at t he l e g i sl a t u r e . One thing we do know is that elected officials need to be aware that you, their constituent, believe that the arts are important. Missouri Citizens for the Arts is the only s t a te w i d e o rg a n i z a t i o n t h a t re p re s e n t s t h e w h o l e o f M i s s o u r i ’s a r t s i n d u s t r y.
Membership Brochure
Missouri Citizens for the Arts MCA HONORARY CHAIRPERSON First Lady Georganne Nixon 2012-2013 BOARD OFFICERS Carol Gregg, President Teresa Fankhauser, Vice President Kate Poss, Treasurer Susan Schmelzer, Secretary
Company Letterhead
REGIONAL VICE PRESIDENTS Harlan Brownlee, Kansas City Michael Gaines, Northeast Alison Schieber, Northwest Lori Ann Kinder, Southeast Leah Hamilton, Southwest Kate Poss, St. Louis Stacey Morse, St. Louis BOARD OF DIRECTORS Barb Berendzen, Kirksville Sharon Beshore, Joplin Harlan Brownlee, Kansas City Marsha Campbell, Kansas City Patricia Churchill, Jefferson City Drue Duncan, Columbia Barb Enneking, St. Louis Teresa Fankhauser, St. Joseph Michael Gaines, Hannibal Dr. Robert Gifford, Cape Girardeau Carol Gregg, Chillicothe Marie Nau Hunter, Columbia Leah Hamilton, Southwest Marianne Kilroy, Kansas City Lori Ann Kinder, Cape Girardeau Jill McGuire, St. Louis Stacey Morse, Chesterfield Daniel Pfeifer, Kansas City Kelly Lamb Pollock, St. Louis Kate Poss, St. Louis Claudia Sands, Rolla Jeff Sandquist, Rolla Melissa Scott, Springfield Alison Schieber, St. Joseph Susan Schmelzer, Kansas City Cynthia Siebert, Kansas City W. Scott Swain, Columbia Greg Swarens, Kansas City Deedra Von Fange Kutney, Farmington MCA EDUCATION FUND ADVISORY COUNCIL Dr. Dixie Kohn Franklin F. Wallis Barney White LEGISLATIVE CONSULTANT Kyna Iman EXECUTIVE DIRECTOR Sarah Skaggs
P.O Box 10026 Columbia, MO 65205
M i s s o u r i Ci t i ze n s fo r t he A r t s 573-222-0278
www.mo4arts.org advocates@mo4arts.org
Audrey Webb Child Study Center This is an excerpt explaining media buying for a small private school. There are more publications listed in actual project.
Best Value: Columbia Daily Tribune
Ads can run either every other week for a month or for a 2-4 weeks in a month on more days. Running large ads in more months will cut down on overall costs, giving the best value of any Columbia publication. Black and white is best for recognizability and affordability. This is another simple way to cut down costs without compromising the brand. The Tribune offers frequency discounts as well (25 percent vs. single run). Tribune Recommendations
Run in January, July, August and September throughout the years to
acquire most traffic to the school. Appeal Factor: Inside Columbia Magazine
Run smaller ads in most important months with emphasis on special edition months: November, January, April (parent special edition), May or September. Inside Columbia Recommendations
This magazine is more expensive to run ads in, but will grab a different demographic than the Tribune. It is definitely worth while, but since budget is a restriction, it may not grab the best overall visibility.
Creative Ink Website Copy Featured Project Since we cannot give our designers and reps a standing ovation all of the time, we decided to dedicate an entire section to some amazing projects. So applaud away... and don’t hold back. Meet the Team When ambition meets dedication, beautiful things like Creative Ink are born. Click here to learn more about our outstanding team of marketing rockstars. Ad for Applying Do the terms “client intake” and “brainstorming sessions” send chills of excitement down your spine? If so, Creative Ink may be the place for you. Apply to join for fall 2013 today.
What’s on Our Minds? In Creative Ink, nothing sparks our interest quite like a brand new marketing hashtag. Consider this our gift to the world wide web. You’re welcome. Professional Tips Contrary to Burrows, Weinstock and Gilbert, succeeding in business (or any other career) actually has a lot to do with trying, including hard work, sweat and those “AHA!” moments of clarity. Here we have compiled a list of our favorite professional tips. Trust us...this is what we live for!
Everyone Eats Food Bank Communications Plan
Background: Everyone Eats Food Bank has been the most successful food bank in the area for the past 20 years. Everyone Eats serves approximately 100,000 meals each year and is generally very successful in gaining food donations. It holds a strong reputation as a charitable contributor to community life. United Way, a donator of corporate gifts and food, is the main source of funding. However, this year has been quite rough on Everyone Eats. Food scarcity has never been a problem, but there is a shortage of food and this winter is forecasted to be worse than ever. Goal: The goal of this public relations plan
is to increase philanthropy within the community and alter the perceptions of Everyone Eats Food Bank. Many believe that one homeless people use the bank, but this is a mere misconception. We will strategically educate community members while raising donations for the food bank, giving a measurable outcome off success. Furthermore, this plan will act as precedent for possible future shortcomings. Audiences: Community members, including leaders Local media-Newspapers, radio, television Past contributors Possible contributors Churches and youth groups
Parent Teacher Association Boy Scouts of America Girl Scouts of America Local shelters Local school district (K-12) Local businesses Research: According to food bank director Brenda DiCarlo, food banks often see a drop-off in donations after the holiday season. This lull, however, has come especially early this year (DiCarlo, 2011). For one in every six people in the U.S., hunger is an extreme reality (Feeding America). Average people use food banks that others would not expect because poverty is so easily concealable in today’s society (Feeding America).
Community Support Advocates, or CSA, reports that community support and involvement empowers individuals and boosts morale (Team CSA, 2008) Objectives: •Build awareness of the disparity in food donations within three months of the campaign’s launch. •Increase community support by 25% measured by the amount of volunteers coming in and number of food donations •Have a sufficient amount of food with the required nutritional value by November 1. Strategies/Key Messages •For 20 years, Everyone Eats Food Bank has been this county’s premiere supplier of food donations to the needy. •Our organization facilitates philanthropic
spirit and shows a dedication to our mantra: Everyone Eats. •No one deserves to go hungry for even one day. Everyone Eats prevents this from happening, one mouth at a time. •Everyone Eats depends on private grants and consumer donations to keep feeding the needy. •We are passionate about our cause and will not stop until we can ensure that we have enough food to help community members through the harsh winter season. •The food bank boosts community involvement and even teaches the younger generation the value of helping others. •A simple food donation will feed a family in danger of going hungry. Tactics/Implementation:
Volunteers/Potential Donors
Brochures on the benefits of helping with Everyone Eats will be put in grocery bags at the grocery store as a reminder. Local businesses will receive these as well. Door hangers will be given out to community members to show their support. Schools
Newsletters will be handed out to students and their parents. Speakers from Everyone Eats will attend PTA meetings and school assemblies. Incentives for students, such as pizza parties, etc., will be given to those who can raise the most amount of money or food donations. These tactics will encompass the general public. Everyone Eats will send out a
newsletter to schools so that younger students can take them home to their parents and hopefully donate food. This will include the benefits of helping and explain why the cause is so important. Increasing donors and volunteers is crucial to the success of the food bank this winter. Brochures and newsletters will inform parents, students, and other school members of the disparity and encourage them to get involved however they possibly can. Boy Scouts/Girl Scouts
Send out information to troop leaders. Encourage these groups to volunteer and hold food drives. It can be a contest among troops. Either way, scouts will get special patches for their work.
Community Leaders and Members
The support of community leaders is crucial to the success of this plan. Therefore, we must strategically align ourselves with important officials. The number one way of achieving support is by simply keeping communication lines open. Everyone Eats will send out weekly newsletters to community officials and those community members who sign up for them. They will be sent out every Saturday until the end of October. They will include information about misconceptions of food banks, a calendar until the end of the food drive, statistics on where the food bank is in the process of reaching goals, and information about how to get involved.
Near the middle of the campaign, Everyone Eats will sponsor a fundraising gala. This will include live and silent auctions, donations from businesses, and will be a chance for the community to collaborate as one. It will show that Everyone Eats truly appreciates each member and group in the community.
such as newspaper, news and radio. Ask for help getting the word out to the community. Press Releases will be sent to local papers. Press conferences will be held once a month. Media Day-introduce plan to the community from CEO of Everyone Eats.
Suggested Individuals to Reach Out To: Superintendent of the school district Mayor Owners of local businesses Municipal councilor Firefighters Chief of Police Boy Scout Troop Leaders Local judges Media Schedule meetings with the local media,
By involving the media and key members of the community, Everyone Eats is increasing publicity of the cause. This will be helpful in two ways: it will help the food bank and help the image of the community. Timeframe of the plan Our strategic communication plan will not just stop after the beginning of the journey. Throughout the three
month campaign, we will keep sending updates of milestones, including money earned, number of food donations, new volunteers, and new proponents of the cause.
meetings will follow a relatively strict agenda to be time efficient. We will also invite a new influential community member every week to receive feedback from.
Miscellaneous Tactics Communications Evaluation There is really no good in doing anything without checking the status of tactics. Therefore, every two weeks, we will review the process and evaluate what has and has not been successful. This will leave room for improvement.
Evaluation The overall success of the campaign will depend mostly on the achievement of the first set of our goals. The amount of food donated and number of volunteers will act as a tangible measure of success. We will send follow up surveys, scaled-response, to two different groups. One will be to those who volunteered and donated, and the second will be to random households. The first will help the food bank evaluate their tactics and outreach, whereas the second will help our PR company evaluate our tactics and learn for the future.
Weekly Team Meetings Every week, the PR team will meet with members of the food bank to set new goals, review communications, and reevaluate upcoming strategies. These
n
ig s e D c phi
Gra
Lost in the Wild Stephens Life Magazine Design ALS Awareness Map
h
ld i eW
Los
t n i t
e f i L ign s n e Des h p ne e t S azi g a M
w A S AL
s s e n e r a
p a M
ALS: The 1.Start
ide
-Lou Gherig
te Gu
mple
A Co
“You have to get knocked down to realize how people really feel about you. I’ve realized that more than ever lately. I might have had a tough break, but I have an awful lot to live for."
The Journey 2.
Brain
Be on the lookout. 3.
nal Sig
Most report not being able to lift their right arm as the
first symptom.
e erv
N
Other symptoms
include thickness of speech, twitching and cramping of muscles, difficulty breathing, impaired ability to swallow, difficulty projecting the voice, impaired use of arms and legs, and consistent muscle strain o r we a k n e s s t h ro u g h o u t certain areas of the body.
For 10-15% of diagnoses,
Too weak to complete
patients get a false positive. They are told they have ALS, but, in the end, another disease or condition is discovered to be the real problem.
The labyrinth is a symbol for the connection between conscious thought and unconscious intent.
Start
In an actual labyrinth, there is one way in and one way out. It is the journey inside that counts. ALS patients face the same fate. At this moment, there is no cure for ALS and no effetive treatment. In fact, the causes are not entirely known either. Diagnosis is a death wish; it is not a question of “if,” but rather of “when.” This is a reality for too many.
Ti Quiz
me
a. Contagious. b. Predictable. c. Genetic. ALS is none of the above.
Because of the unique nature of the disease, there is no way to detect the progression or generational inheritance. It is not a communicable disease, so simply being in the same room as a victim will not infect you or anyone else.
It can happen to anyone You can’t guess how or when it will strike. Some come quickly others are virtually undetectable, While not every case is terrible, every case will result in death. Studies show that there are some drugs that can slow the progression, but in the end, the same fate will meet every victim.
Labyrinth Colleqgues
Neighbors
Family
Friends
People fighting ALS find themselves in a battle between giving up and having hope. For some, they are able to live up to 43 years. Others do not even survive the first year. ALS affects more than just the holder. It affects families, friends and communities. But we will not give up. We will not let those who have lost die in vain. We will keep on fighting until there’s a cure, because all we have is our hope in what the future holds.
Lou Gherig’s Diseae. Motor Neuron Disease. ALS. Slice it any way you want.
but what is it?
Amyothropic lateral sclerosis (ALS), often referred to as “Lou Gherig’s Disease,” is a progressive neurodegenerative disease that affects nerve cells in the brain and the spinal cord. Motor neurons reach from the brain to the spinal cord and from the spinal cord to the muscles throughout the body.
Types of Nerves Hearing
Vision
Motion
Sensation
The progressive degeneration of the motor neurons in ALS eventually leads to their death. When the motor neurons die, the ability of the brain to initiate and control muscle movement is lost. With voluntary muscle action progressively affected, patients in the later stages of the disease may become totally paralyzed.
-ALS Association
how does it happen? The nerves that are affected when you have ALS are the motor neurons that provide voluntary movements and muscle power. Examples of voluntary movements are your making the effort to reach for the phone or step off a curb; these actions are controlled by the muscles in the arms and legs.
For
instance,
What do
k Quic s Stat
The Creator of Sesame Street Stephen Hawking
Lou Gherig
all have in common?
45
Median age of those diagnosed with ALS
Two in every 100,000 people worldwide are diagnosed each year.
Sesame St.
All had ALS.
50% of patients die within the first two years of diagnosis.
Healthy
vs.
Atrophied
ALS is a double edged sword. On one hand, it is a terrible thing that there is no definite information on the disease. We don’t know what causes it or any effective treatment. On the other hand, there is still much awareness to be raised for it. Each cause represents an individual case study. The costs are high, but are well worth it. As the disease progresses through the years, we don’t know what effects will come to light. There are still so many unanswered questions. But despite all these things,
You can help. Don’t let another life go unsaved. Make a contribution today. www.als.org/donate
ALS Fund
$
Thank you. I’m so glad you viewed my stuff. I love sharing my work with others :) I’ve got a few other things hanging around my Issuu page. Check em out! You’d really make me happy. And who knows, maybe you’ll see something else that sparks your interest that you didn’t see here. C’mon, I’m only human.
Any
? s n o i t ques
E. niewaldm@gmail.com T. @mniewald FB. Michelle Niewald LI: Michelle Niewald Dad would kill my if I put my phone number on here.