Public Relations Campaign Plan by The Dean's List Online Portfolios

PUBLIC RELATIONS CAMPAIGN PLAN Connor Siegel ! PR Communications ! The University of Georgia ! Fall 2014

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Situation Statement 4 History Current Standings Structure PR Activities Target Audiences Problem/Opportunity 12 Objectives and Research 15 Action Plan 20 Press Release 23 Fact Sheet 25 Feature Pitch Letter 29 Feature Release 34 PSA 37 Speech 43 Special Event Memo 47 Website Memo 50 Newsletter Critique 54 Interview Preparation

! I. Situation Statement !! History ! Established Children’s Healthcare of Atlanta was started in 1998 when Egleston Children’s Health Care System and Scottish Rite Medical Center came together to form Children’s Healthcare of Atlanta.

Children’s Healthcare of Atlanta is a not-for-profit hospital system that specializes in pediatric healthcare, research and education. Its three hospitals, Children’s Healthcare of Atlanta at Egleston, Hughes Spalding and Scottish Rite, together, manage more than 850,000 patient visits a year. Children’s also operates close to 25 health care facilities in the metro Atlanta area. Children’s at Egleston, known for its pediatric services in cardiology, oncology, neonatal, orthopedics, rehabilitation, organ transplant and general surgery, is Georgia’s first Level 1 Pediatric Trauma Center.

Core Values The Children’s Healthcare of Atlanta purpose is to make kids better today and healthier tomorrow. The system places high emphasis on the following values: care about people; passionate about kids and dedicated to all-better.

Children’s Healthcare of Atlanta is “dedicated to all better.” Whether treating a toddler in an emergency or supporting a teen through chemotherapy treatments, the system is dedicated to the care of each patient. It’s through teamwork at every level of Children’s Healthcare of Atlanta and with the families that it is able to achieve excellence in pediatric care.

! Product/Service Children’s Healthcare of Atlanta specializes in treating children with all types of illnesses. The organization believes that children are not just small adults. The child belongs in a children’s hospital where he or she can get a specialized diagnosis, treatment, equipment and support. Pediatric doctors, nurses and specialists who understand these differences should care for children.

! Current Standing: Children’s Healthcare of Atlanta provides world-class care to its patients in more than 30 pediatric specialties. Children’s Healthcare is a model for other pediatric hospitals. It has the crucial components of quality care and it is committed to keeping patients feel secure by providing the same standard of care in each facility by ensuring that there is effective communication among patients, parents and caregivers.

Physicians at Children’s Healthcare Patients from birth to age 21 receive care from more than 1,700 physicians within the Children’s Healthcare of Atlanta network. Patients and families will see care coordination, convenient scheduling, locations with several specialties and the elimination of duplication of personal information.

What sets Children’s Healthcare of Atlanta apart from competitors: Patients get well faster when their families surround them. That’s why Children’s provides facilities, activities and support that focus on developmental, spiritual and emotional needs of children and their families. It treats the whole child—and the whole family—by tending to their mental, developmental, spiritual and emotional needs.

Executive Staffing Donna W. Hyland: President and CEO Rex Adams: COO Ruth Fowler: CFO Patrick Frias, M.D.: Chief Physician Officer Ron Frieson: Chief Public Policy Officer Eugene A. Hayes III: President, Foundation Linda Matzigkeit: Chief Administrative Officer Daniel Salinas, M.D.: Chief Medical Officer

Community Affairs Children’s has a long tradition of community involvement. From employee volunteer efforts to investing in community outreach, the system’s commitment to the communities it serves goes beyond its role as Georgia’s leading pediatric health care provider. It strives to reach outside its walls to improve health care outcomes for children in the surrounding neighborhoods. Community outreach liaisons develop partnerships with key community stakeholders and support the Children’s Outpatient Network with community outreach activities. The system works to develop community engagement plans that create recognition and acceptance for Children’s Healthcare as the area’s premier pediatric healthcare provider.

Community affairs includes developing relationships with local governments, corporate employers, school systems, donors, volunteers and patient families for the purpose of linking Children’s services and programs to the communities they serve. Children’s Healthcare of Atlanta believes in empowering volunteers to create fundraisers that support the mission and goals of Children’s Healthcare of Atlanta.

Competition Although Children’s Healthcare of Atlanta is the largest pediatric hospital network in Georgia, its main competition is Emory Healthcare, Inc., Piedmont Hospital, Inc. and Grady Health System.

PR/Communication Activities Personnel Patty Turlington Gregory: Manager Chrissie Gallentine: Public Relations Coordinator Heather Kirksey: Public Relations Coordinator Carrie Edwards: Public Relations Coordinator Robin Appelbaum: Public Relations Manager for Wellness Laura McGee: Public Relations Coordinator

Hear their story Children’s Healthcare of Atlanta creates an influential blog that features miracle stories, children who are being cured, inspirational stories and encouraging ways to get involved through volunteer opportunities.

Be inspired: www.dedicatedtoallbetter.org

Community Outreach Events: Camp Breathe Easy: Children’s Healthcare of Atlanta plans and provides education at Camp Breathe Easy, a weeklong residential camp for children aged 7-13 with asthma.

Dance Marathons: This event is truly “for the kids” and takes place at universities across the nation in order to fundraise for Children’s Healthcare of Atlanta. University students will stand for 24 hours to honor countless children who spend days, weeks and even years in the hospital.

Mini Marathons: These are four-hour versions of dance marathons. The marathons consist of music, dancing, games, competitions, free food and, most importantly, stories from actual Children’s Healthcare of Atlanta families. These are great opportunities for students in high schools to come together toward a common cause of raising money for the kids.

Project S.A.V.E: Project S.A.V.E was created to educate school systems and doctors about pediatric sudden cardiac arrest. The program goes into schools and educates teachers, parents and students about the warning signs and precautions they should take in case a child falls into cardiac arrest.

Miracle Marathon: Miracle Marathon is a 27.2-day virtual fundraising campaign in which participants run, walk, dance or achieve forward motion for one mile per day at his or her leisure to benefit Children’s Healthcare of Atlanta. The final 1.2 miles will be completed as a group, no matter where the individual is in the world; all participants will start their last 1.2 miles at the same time, from his or her home in order to provide unity within one body for one cause.

Target Audiences: Primary Target Audience: The primary target audience is the Children’s Healthcare of Atlanta Public Relations and Communications staff because it is the staff who carries out the functions of getting its mission, values and support out to the community.

Secondary Target Audience: The secondary audience is the local community surrounding Children’s Healthcare of Atlanta. This is the secondary target audience because members of the community are going to be the fundraisers and supporters of Children’s Healthcare of Atlanta.

Specific Problem and Opportunity Problem The economy has been worsening over the past eight years, and the influx of donations for Children’s Healthcare of Atlanta has been decreasing slightly. As more people have hard times making ends meet, they are less likely to give generously to a program such as Children’s Healthcare of Atlanta. However, Millennials show a philanthropic mindset and desire to make a difference rather than earning an excess of money. According to “The Economist” article on How Generation X and Millennials are transforming charitable giving, these two generations have an increasingly global mindset, an active engagement in giving, and a strong desire to have a measureable and enduring impact. A new generation of financiers is uniting a passion for investing with an intense desire to transform the world for the better” http://www.economistinsights.com/analysis/portraits-young-philanthropists

Opportunity Focus upon Millennials and tap into the market of inspiring college students to create fundraisers for Children’s Healthcare of Atlanta in their universities. UGA Miracle fundraised over $500,000 for the kids, a popular phrase within Children’s Healthcare of Atlanta. If Children’s Healthcare of Atlanta implements research as to why The University of Georgia is so successful in fundraising then Children’s can inspire new philanthropies at competing universities in order to receive more donations.

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Objectives*and*Research**

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Goals and Objectives

Goal 1: Create new partnerships with Georgia universities and colleges. a.

Objective 1: To increase partnerships with Georgia colleges and

universities from three to six within one year.

Objective 2: To help current Georgia universities (Georgia Institute of

Technology, The University of Georgia and Kennesaw State University) to increase their donations by 25 percent by the end of the current school year.

Goal 2: Increase donations to Childrenâ&#x20AC;&#x2122;s Healthcare of Atlanta a.

Objective 1: To increase donations received from previous fiscal year by 10 percent by the end of the current fiscal year.

Objective 2: To establish a new callathon that utilizes college students to call potential donors. The goal is to raise $250,000 in one year.

III. Research For this campaign, primary research must be conducted in order to focus on a group of specific colleges and universities. Childrenâ&#x20AC;&#x2122;s Healthcare of Atlanta will need to conduct Interest surveys among Georgia universities to gauge how many students would be willing to plan a Dance Marathon.

The universities that Children’s Healthcare of Atlanta will conduct interest surveys: Georgia Southern University, Georgia Perimeter College, Valdosta State University, University of West Georgia, Georgia Regents University, Georgia Gwinnett College and Columbus State University.

The surveys will be administered in person at central locations of each major university with the goal of surveying more than 500 people in one week’s worth of conducting interviews. The research will then be used to analyze which schools will potentially make the greatest financial impact on Children’s Healthcare of Atlanta.

After determining which three universities are most willing to support Children’s Healthcare of Atlanta, the research team will then begin conducting interviews to compile executive teams to create those universities first Dance Marathon events.

Once the Dance Marathons have been established within the new universities, the staff will conduct internal research to see which areas Children’s Healthcare of Atlanta are in need new specialists in order to further hold ground in the market for healing children from all types of diseases.

After figuring out which specialists are needed, researchers will conduct a national search for the top physicians who have the most widespread and innovative practices for healing children with aforementioned specializations.

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Action'Plan'

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IV.

Strategies and Tactics

Strategy 1: After completing research, set up an effective executive board that will strategize, plan, promote and execute the first Dance Marathon for each of the three universities selected.

a) Tactic 1: Promote application process through fliers, social media networking, club meetings and guerrilla marketing tactics in order to have a wide variety of interested students who will lead a successful plan.

b) Tactic 2: Train the new executive boards to conduct their own interview process in order to set up committees.

Strategy 2: Inspire students in each university selected to network and come to Dance Marathon or raise money.

a) Tactic 1: Host a philanthropic event that features some of the Children’s Healthcare of Atlanta families who need the donations to help pay for their bill to inspire students to donate and register for their school’s first Dance Marathon.

b) Tactic 2: Create an informative and inspirational video highlighting campus heroes and historic buildings and utilize the universities’ mission statements to inspire students to reach their full potential as miracle makers by partnering with Children’s Healthcare of Atlanta. Strive to get this video sent on the undergraduate listserv.

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V.## Evaluation# Goal#1:#Create#new#partnerships#with#universities# and#colleges# a) Objective!1:!To!increase!partnerships!with!Georgia!colleges!and!universities! from!three!to!six!within!one!year.!# !

! Evaluation:!The!evaluation!for!this!objective!is!very!clear!and!simple…!was! the!goal!successful!or!did!the!goal!fall!short?!This!goal!can!be!measured! numerically!by!seeing!if!Children’s!Healthcare!of!Atlanta!successfully! created!3!new!partnerships!with!Georgia!colleges!and!universities.!! !

b) Objective!2:"!To!help!current!Georgia!universities!(Georgia!Institute!of! Technology,!The!University!of!Georgia!and!Kennesaw!State!University)!to! increase!its!donations!given!by!25!percent!by!the!end!of!the!school!year.!! ! Evaluation:!In!order!to!evaluate!whether!this!objective!was!successful,! Children’s!Healthcare!of!Atlanta!would!need!to!do!research!to!determine!how! much!each!aforementioned!university!raised!the!prior!year!and!then!raise! that!donation!total!to!25!percent!more.!If!each!school!raised!25!percent!more! than!it!did!the!prior!year,!then!it!is!successful.!! !

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# # Goal#2:#Increase#Donations#to#Children’s#Healthcare# of#Atlanta## # a) Objective!1:!To!increase!donations!received!by!10!percent!within!the!end!of! the!fiscal!year.!# # Evaluation:!In!order!to!evaluate!this!objective,!Children’s!Healthcare!of! Atlanta!will!need!to!look!at!the!previous!fiscal!year’s!budget!and!calculate! how!many!donations!they!received!in!total.!It!then!needs!to!calculate!what! 10!percent!more!appears!to!be!and!assess!whether!it!has!reached!this! objective.!! ! b) To!utilize!donations!to!hire!5!new!doctors!that!specializes!in!unmet!areas!of! need!within!Children’s!Healthcare!of!Atlanta!hospital!networks!within!one! year.! ! Evaluation:!After!one!year,!Children’s!Healthcare!of!Atlanta!needs!to!look!at! its!staffing!and!see!if!it!hired!five!new!specialists!and!has!fulfilled!unmet!needs!in! those!areas.!!

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VI.$Budget$ !! ! Tactic$

Items$

Number$

Surveys!

Space!Rental!

Surveys! Campus! Representatives! to!do!research! Promotional! Video! Interviews!

Fliers! !

Table! Space! Paper,!ink! Employees!

Dance! Marathon!! Dance! Marathon! ! !

1500! 10!

Videographer! !

Interviewers!

25!

Speakers,! Space!Rental! Hotels!for! inspiration! families!to! stay.! !

15!

Cost$Per$ Item$ $25!

Total$

$0.04! $10!per! hour!(10! hours)!! $100!

$60! $1000!

$75!

$100!

$10!per! $1250! hour!for!5! hours! $500! $500! $125!at! the! Holiday! Inn!! !

$1875! ! Total:! $4860!

Timetable: Tactic

Jan Feb

March April

May

June

July

Aug

Sept

Oct

Nov

Dec

Survey colleges Choose which colleges to create DM Interview Exec Promote DM ($$) 1st dance marathon ! ! ! !

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xx!

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Press%Release%

FOR RELEASE ON: September 26, 2014 Connor Siegel Children’s Healthcare of Atlanta Public Relations Practitioner 770-855-2017 csiegel1@uga.edu Children’s Healthcare of Atlanta Opens New Hospital in Cobb County ATLANTA, Ga.– Starting Friday, Children’s Healthcare of Atlanta will begin treating patients at its neighborhood location at The Marietta Square in Marietta, Ga. The new, 25,000- square-foot space is Children’s northernmost location and provides outpatient services, including immediate care, rehabilitation, sports medicine, orthotics and prosthetics, X-ray and laboratory services. The location is also home to pediatric specialist for disability rehabilitation and speech pathology therapist. With 110,000 pediatric residents, expansion into Cobb County was a natural fit for Children’s, which is already one of the largest pediatric providers in the United States. Children’s Healthcare of Cobb County is one of 18 neighborhood locations in the Children’s system. Located off Cobb Parkway, the new location will also serve families in Cherokee, Fulton, Douglas, Paulding and Clayton counties. “Whether you’re the parent of a collegiate athlete or a baby with whooping cough, you’ll find staff Children’s Healthcare of Cobb with years of training and age-based treatments to treat all ranges of pediatric health issues,” said Lisa Richard, manager of clinical operations at Children’s Healthcare of Cobb County. -more-

New Hospital in Cobb Page 2 From physicians and technologists who have a multitude of pediatric training to child-sized machinery and new technology like the STARscanner to treat young patients with in utero complications. Children’s Healthcare of Cobb is located at 800 Cobb Parkway in Suite 900 of The Cobb Parkway Building. Walk-in patients are welcome from 11 a.m. to 9 p.m. all week. For more information visit www.choa.org/cobb or call 404-785-3100.

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To be distributed to the Atlanta Journal-Constitution

About the Organization

Children’s Healthcare of Atlanta, a not-for-profit organization, is committed to enhancing the lives of children through excellence in patient care, research and education. Managing more than half a million patient visits annually at three hospital’s and 17 neighborhood locations, Children’s is one of the largest clinical care providers for children in the country. Children’s offers access to more than 30 pediatric specialties and is ranked among the top children’s hospitals by U.S News & World Report. With generous philanthropic and volunteer support, Children’s has made an impact in the lives of children in Georgia, the United States and throughout the world. Visit www.choa.org for more information.

Client'Fact'Sheet' ' Company Profile for Children’s Healthcare of Atlanta: Lifesaving work is happening at Children’s Healthcare of Atlanta—from heart transplants to surgeries to remove brain tumors. Children’s is the largest pediatric provider in Georgia. In 2013, Children’s Healthcare of Atlanta treated children from all 159 Georgia counties. !

Company:!!

Children’s'Healthcare'of'Atlanta'

Headquarters!Address:!

5455'Meridian'Dr.' Atlanta,'GA'30342'

Main Telephone:

404-785-8330

Type of Organization:

Nonprofit company

Industry:

Hospital and Health Care

Key Executives:

President and CEO: Donna Hyland COO: Rex Adams

Number!of!Employees!

6,616

Statistics in 2013:

860,849 patient visits 25,758 hospital admissions 37,995 surgical procedures

Public Relations Contact:

Connor Siegel 770-855-2017 csiegel1@uga.edu!

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Feature'Pitch'Letter''

Memo To: Victoria Hicks From: Connor Siegel Date: Oct. 3, 2014 Subject: Feature Story Pitch—Children’s Healthcare of Atlanta New Partnership!! ! Dear!Ms.!Victoria!Hicks:! Children’s!Healthcare!of!Atlanta!has!an!exciting!opportunity!in!the!coming!weeks!that!you! will!definitely!be!interested!in!covering.!Children’s!Healthcare!of!Atlanta!is!researching! which!colleges!in!the!Georgia!University!System!have!the!most!potential!to!host!a! successful!Dance!Marathon,!in!order!to!create!three!new!partnerships!between!Dance! Marathon!and!the!chosen!university.!! ! Dance!Marathon!is!a!24Hhour!event!in!which!college!students!dance!and!stand!for!24!hours! straight!in!order!to!honor!the!children!who!spend!countless!hours!in!the!hospital.! Currently,!Dance!Marathon!within!the!state!of!Georgia!raises!over!$600,000!for!Children’s! Healthcare!of!Atlanta,!and!that!is!currently!with!only!three!partnerships.!After!conducting! research!to!see!which!universities!are!most!suitable!to!host!a!Dance!Marathon,!Children’s! Healthcare!of!Atlanta!aspires!to!double!the!amount!of!money!raised!in!comparison!to!the! prior!year.!!

! You!can!schedule!interview!appointments!with!Becca!Brown!(UGA!campus!representative)! by!emailing!her!at!beccab@uga.edu.!More!details!regarding!the!story!and!photographs!are! available!by!request.!!

! Sincerely, Connor Siegel Public Relations Director, Children’s Healthcare of Atlanta 770-855-2017 csiegel1@uga.edu

2620$Satellite$Blvd$NW$ Duluth,$GA.$30445$404:785:8000$

Oct.$3,$2014$ Victoria$Hicks,$Editor$$ The$Atlanta$Journal:Constitution$$ 223$Perimeter$Center$Parkway$ Atlanta,$GA.$30346$ $ Dear$Mrs.$Hicks:$

Children’s$Healthcare$of$Atlanta$has$an$exciting$opportunity$in$the$coming$weeks$that$you$ will$definitely$be$interested$in$covering.$Children’s$Healthcare$of$Atlanta$is$researching$ which$colleges$in$the$Georgia$University$System$have$the$most$potential$to$host$a$ successful$Dance$Marathon,$in$order$to$create$three$new$partnerships$between$Dance$ Marathon$and$the$chosen$universities.$$ $ Dance$Marathon$is$a$24:hour$event$in$which$college$students$dance$and$stand$for$24$hours$ straight$in$order$to$honor$the$children$who$spend$countless$hours$in$the$hospital.$Dance$ Marathon$within$the$state$of$Georgia$raises$more$than$$600,000$for$Children’s$Healthcare$ of$Atlanta,$and$that$is$with$only$three$partnerships.$After$conducting$research$to$see$which$ universities$are$most$suitable$to$host$a$Dance$Marathon,$Children’s$Healthcare$of$Atlanta$ aspires$to$double$the$amount$of$money$raised$in$comparison$to$the$prior$year.$$ $ A$feature$story$could$focus$upon$Children’s$Healthcare$of$Atlanta$pitting$all$Georgia$ colleges$against$one$another$in$competition$to$be$one$of$three$colleges$selected$to$host$a$ Dance$Marathon.$Children’s$Healthcare$of$Atlanta$will$conduct$surveys$to$gauge$interest$ among$the$students$and,$once$the$surveys$have$been$analyzed,$interviews$will$be$ conducted$to$see$which$colleges$will$be$most$successful$in$hosting$a$Dance$Marathon.$$$ $ Children’s$Healthcare$of$Atlanta$will$be$hosting$a$philanthropic$event$that$spotlights$ different$patient$families$who$have$been$greatly$impacted$by$Dance$Marathon$at$each$of$ the$three$universities$selected.$This$event$will$hopefully$inspire$students$at$the$selected$ universities$and$encourage$them$to$fundraise$and$sign$up$to$become$miracle$makers.$ :more:$

This$is$an$exciting$opportunity$for$Childrenâ&#x20AC;&#x2122;s$Healthcare$of$Atlanta$and$the$network$of$ colleges$and$universities$in$Georgia$because$it$empowers$college$students$to$connect$to$a$ real$cause$and$also$bring$a$sense$of$pride$to$the$local$universities.$$ $ You$can$schedule$interview$appointments$with$Becca$Brown$(UGA$campus$representative)$ by$emailing$her$at$beccab@uga.edu.$More$details$regarding$the$story$and$photographs$are$ available$by$request.$$ $ Sincerely,$ $ Connor$Siegel$ Public$Relations$Director,$Childrenâ&#x20AC;&#x2122;s$Healthcare$of$Atlanta$$ 770:855:2017$

! Sincerely, Connor Siegel Public Relations Director, Children’s Healthcare of Atlanta 770-855-2017 csiegel1@uga.edu

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Feature'Release'

& FOR IMMEDIATE RELEASE Connor Siegel Public Relations Director of Children’s Healthcare of Atlanta 770-855-2017 csiegel1@uga.edu The Sight Beyond Blindness: A Miracle by Children’s Healthcare of Atlanta Personality Profile of UGA Miracle and Children’s Healthcare of Atlanta Patient: Logan Setzer

ATHENS, Ga. – In 2007, Logan Setzer was just like any other 11-year-old boy. He loved sports, cartoons and riding his bike with neighborhood friends. However, one day Setzer’s life was flipped upside down as headaches and spontaneous vomiting began in May 2007.

On July 29, 2007, a CT scan revealed a brain tumor, and Logan was in surgery five hours later to relieve pressure on his brain. The neurosurgeon explained that the tumor was benign, which at first seemed to be positive news. However, Setzer soon learned that his tumor was in an extremely dangerous place. The tumor was located where the hypothalamus, pituitary gland and optic nerves cross paths. Two months later on August 3, Logan was admitted into Children’s Healthcare of Atlanta to have a six-hour surgery (partial resection) to remove half of the tumor. The calcified half was to be removed through radiation treatment. In September 2007, Setzer had another surgery to insert a shunt to keep the spinal fluid circulating properly in his body rather than seeping out through the surgical cracks in his skull, which caused a lump on his head. Logan Setzer’s humor never ceased as he named the lump Mr. Jiggly because he could see the liquid jiggle when he shook his head.

Sight Beyond Blindness

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Page 2 Doctors delayed radiation because they agreed that they needed to observe what happened to Loganâ&#x20AC;&#x2122;s vision before doing radiation on his optic nerves. Unfortunately, the optic nerves atrophied, and Setzer was pronounced as legally visually impaired. He had no vision in his left eye, no peripheral vision in his right eye and was left with 20/200 eyesight.

Radiation finally began soon after the diagnosis, but new cysts were forming from the remaining tumor. Setzer underwent a fourth surgery on Halloween in 2007. This surgery removed the remaining tumor and which foreshadowed to the Setzer family all of the childhood experiences that Logan could lose due to the extensive amount of treatments to come. By December 2007, Logan had completed 31 radiation treatments.

Now that Setzer is technically in remission, he is learning to live a new way of life by being visually impaired and overcoming many other biological changes.

Setzer can now only see with one quarter of his right eye. The brain tumor changed Loganâ&#x20AC;&#x2122;s personality and has forever altered his physical appearance. He suffers from lifelong obesity, narcolepsy, cognitive deficits, impaired processing speed, emotional outburst, anxiety, transitioning issues, social deficits, obsessive-compulsive disorder and complete hormone dysfunction.

Sight Beyond Blindness

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Page 3

Logan is now 15, takes 23 pills a day, one growth hormone shot and learns in small group special education classes at Pope High School in Marietta, Ga. However, the story does not end here. Setzer is a genuinely faithful young man who finds joy through all his pain.

Logan has two loving parents who constantly provide support and encourage independence. Logan also has a huge supporter in his younger brother, Dylan, who last year raised more than $3000 during a high school fundraiser. He continued to show his support for his older brother by shaving his head completely bald.

Logan inspires every person that he meets because he never complains. He believes that God has a plan and he trusts Him completely with his life. Logan never questions why anything is happening to him and takes the challenges in stride.

The only negative thing Logan talks about is how he hates his brain. Logan has an eating disorder that causes his brain to tell him he is starving when he is actually full. However, this challenge does not hold him back.

Logan teaches people there is no such thing as limitations when you put your mind to your actions. Although he is legally visually impaired, he relies on his faith to have spiritual sight.

Sight Beyond Blindness

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Page 4 â&#x20AC;&#x153;I am truly physically blind, but I am not spiritually blind. Christ is a lamp to my feet and a light to my path.â&#x20AC;? ### To be distributed to the Athens Banner-Herald

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Public'Service'Announcement'

! Contact:!Connor!Siegel! Children’s!Healthcare!of!Atlanta! 1405!Clifton!Road!NE! Atlanta,!GA!30322! 404A785A6400! csiegel1@uga.edu! ! Start!Date:!Oct.!24,!2014! Kill!Date:!Nov.!10,!2014! ! SUPERHERO(( ( PUBLIC(SERVICE(ANNOUNCEMNT(( ( :60( !! IMAGINE!A!SUPERHERO.!YOU!ARE!PROBABLY!THINKING!OF!THE!STEREOTYPICAL! SUPERMAN,!BATMAN!AND!THE!HULK.!HOWEVER,!THERE!IS!A!NEW!TYPE!OF! SUPERHERO…!YOU.!(START!HOSPITAL!LIFE!MACHINE!BEEPING).!In!2013,!CHILDREN’S! HEALTHCARE!OF!ATLANTA!HAD!25,758!HOSPITAL!ADMISSIONS.!!LIFESAVING!WORK!IS! HAPPENING—FROM!HEART!TRANSPLANTS!TO!SURGERIES!TO!REMOVING!BRAIN! TURMORS,!CHILDREN’S!HEALTHCARE!OF!ATLANTA!DOES!IT!ALL.!WE!ARE!DEDICATED!TO! “ALL!BETTER”!BUT!WE!NEED!YOU!TO!BECOME!PARTNERS!WITH!CHILDREN’S! HEALTHCARE!OF!ATLANTA!AND!BE!A!SUPERHERO!FOR!A!CHILD!TODAY.!DONATE!TODAY! ONLINE!!BY!!GOING!TO!<DONATIONS!.!CHILDRENS!AA!MIRACLE!–!NETWORK!AA!HOSPITALS!! AA!ORG!>!WE!CARE!ABOUT!PEOPLE,!PASSIONATE!ABOUT!KIDS,!AND!DEDICATED!TO!!ALL! BETTER.!CHILDREN’S!HEALTHCARE!OF!ATLANTA…!BE!A!SUPERHERO…!DONATE!TODAY.!! ( ( ( ( (

( Contact:!Connor!Siegel! Children’s!Healthcare!of!Atlanta! 1405!Clifton!Road!NE! Atlanta,!GA!30322! 404A785A6400! csiegel1@uga.edu! ! Start!Date:!Oct.!24,!2014! Kill!Date:!Nov.!10,!2014! ! PUBLIC(SERVICE(ANNOUNCEMENT(( ( CHILDREN’S(MIRACLE(NETWORK(GENERAL(ANNOUNCEMENT(( ! ! ! :30!! ! EVERY!CHILD!DESERVES!HOPE!AND!HEALING…!SPECIALIZED!CARE.!170!HOSPITALS! STRONG.!THERE’S!ONE!NEAR!YOU.!THEY!ALL!NEED!YOUR!SUPPORT.!CHILDREN’S! MIRACLE!NETWORK!HOSPITALS.!HELPING!LOCAL!KIDS.!!DONATE!TODAY!ONLINE!!BY!! GOING!TO!<DONATIONS!.!CHILDRENS!AA!MIRACLE!–!NETWORK!AA!HOSPITALS!!AA!ORG!>! HELP!US!BE!COMMITTED!TO!“ALL!BETTER”!!

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Special(Event(Speech(

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National Convention Speech:

Speech to be given at the 2015 annual leaders conference for Children’s Miracle Network Hospitals

This speech is to take place at 3:30 p.m. on the last day of the conference before all attendees return home. The regional director of Dance Marathon, Taylor Dietrich, will deliver the speech. The speech will take place in the conference room in front of the nation’s Dance Marathon and Children’s Miracle Network Hospitals staff.

The purpose of this speech is to inspire leaders to remember why they dream, how they dream and how to encourage others to dream alongside of them. This speech is designed to unite all leaders across the nation under the principal message of “For The Kids”.

The expected attendance is more than 500 students, staff and volunteers with the major focal audience being college students.

Let’s Make Miracles Good morning, world changers. I am so humbled and honored to stand before you today as your southeast manager. It is not the work that I have done that put me in this position but rather the hearts and work ethic that you bestow in front of me each and every day. Throughout our childhoods, we are told to follow our dreams. We spent countless hours staring off into space dreaming unimaginable dreams that the world constantly told us were impossible. As we grew up, our dreams became visions, our visions became our passions, our passions became our plans, and our plans become our reality. In 1983, dreamers created a vision, a plan, a purpose. This vision would change lives for years to come, one child at a time. In 1983, Children’s Miracle Network Hospitals was birthed into life. The founders created a mission that declares, “We increase funds and awareness for local children’s hospitals” From there, the founders created a vision… – simple, short, but flawless: “Together, we save kids’ lives.” Don’t miss this. Listen carefully. Together, we save lives. Since 1983, Children’s Miracle Network Hospitals has raised more than

billion, sometimes just one dollar at a time, for 170 children’s hospitals across the United States and Canada. As we sit here gathered for this rally, take a moment to learn from one another. Each person in this room has a story that is comprised of successes and failures, joys and sufferings, celebrations and mourning. One thing that we all have in common is that we all have a heart and that we all love. I believe that we get so caught up in this life

focusing on our differences when in reality we should be focused upon what unites us as a human race: the ability to love. One of the best lessons I ever learned is that people do not buy what you do, but rather why you do it. Listen to that again. People do not buy what you do, but why you do it. Hear me clearly, friends. We can post on social media asking people to donate to our cause; we can apathetically stand with signs, and maybe we will get a few dollars here and there. Or we can do exactly what the world says we shouldn’t. Open your hearts, be transparent, share your heart, express emotion, and essentially tell people why you care about Children’s Miracle Network Hospital. Sure, we have fun phrases and fliers that garner attention, but it’s the heart of the matter that is important. The most beautiful thing about each of you is your heart and your story. The same is true with every person in this world today. Our whole purpose during this conference is to empower you to empower others so that we can empower the kids. You are worth more than a number. You are worth more than a dollar sign. Your story, your heart, your drive and your passions are what carry this organization. Tell people about this cause, the children and the hospital, in order to inspire them to partner with you in helping children find “all better, “touch their hearts. Tell them the direct impact that they have had on your life. Tell each person in your life what exactly he or she has done to alter your life and how it wouldn’t be the same without him or her.

Every child deserves a lifetime. Every child deserves a family. Every child deserves to have a childhood full of laughter. Let me tell you a quick story about the healing walls within one of our Childrenâ&#x20AC;&#x2122;s Miracle Network Hospitals, CHOA. Recently, CHOA opened up a new floor dedicated to robotic rehabilitation. As I walked into the room, I saw a little girl enduring strenuous physical therapy. However, when I looked upon her face, she was grinning ear to ear as she was finally about to walk again. She erupted into laughter as the hospital staff transformed rehabilitation into a game of tag. The sound of a child laughing is one of the most beautiful sounds. That is why we are here today. We are here to celebrate life. We are here to celebrate laughter. We are here to celebrate the 32 million patient visits every year as most leave healed. I want you to know that you are valued. You are cared about. You are a world changer. You have a special impact that no one other single person can have on this world. You are a champion. Students, as we wrap things up this morning, I want you to remember one thing. Glory, glory to your story, glory, glory to their story, and glory, glory to our story. As we head back to our respective campuses, remember your importance and your self worth. This world would NOT be the same without you here. Go back to your schools and shake the foundations of your campus with your hearts. Put your hearts on the table and inspire others to do the same. Letâ&#x20AC;&#x2122;s all grab hands and realize that we may not have it together, but together, we have it all. Go and continue to make miracles.

Bibliography http://choa.org/About-Childrens Personal interview with Taylor Dietrich, Dance Marathon Director Personal interview with Becca Brown, executive board for UGA Miracle

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Special(Event(Memo(

Memo To: Victoria Hicks From: Connor Siegel Date: Dec. 6, 2014 Subject: Special Event Proposal Dear Ms. Victoria Hicks: Childrenâ&#x20AC;&#x2122;s Miracle Network Hospitals could benefit from holding a special event next June. The calendar has a fitting available date. Below is more information about the event.

The Event The special event will be called the 2015 Dance Marathon Leadership Conference. It will take place at The University of Georgia in order to inspire other universities and colleges to perform at the level that UGA does. The conference will begin on July 25, at 10 a.m. The conference will end around 1 p.m. on July 27.

The event is going to consist of breakout sessions, training sessions, groupthink groups, and large group meetings with keynote speakers. The purpose of this event is to train, inspire and empower a new breed of eager leaders to increase their fundraising efforts on their campus. The collaborative environment will allow students from across the country to share ideas on past successful campaigns.

According to testimonies from the former leadership conferences, lives have been changed and dreams have been born. Most of the dreams that were originally inspired from the conferences came to fruition the following year. For example, The University of Georgia instituted the first ever $100 day challenge. The goal was $34,000 and they ended up raising more than $68,000 in exactly 24 hours.

Children’s Miracle Network Hospitals and Dance Marathon planners desperately need a new conference to generate more passion. This conference is the ideal opportunity for campuses across the nation to gather “For The Kids!”

Logistics The facilities and supplies needed will be the following: The University of Georgia’s Grand Ball Room in the Tate Student Center, study rooms in the Miller Learning Center, sound system, video camera, 3000 chairs, 500 dormitory rooms and tables.

Even though you will not need to request any permits, someone will need to contact The University of Georgia facilities management team in order to rent out the aforementioned spaces.

There will be no need for sponsorships; however, I believe it would be extremely beneficial to have the Dance Marathon and the Children’s Miracle Network Hospitals logos throughout the event. I also think that it would be important to have different patient stories posted on the wall through professional pictures and posters. There will be no need for prizes during the event; however, it would be great to award the top 10 Dance Marathons with a plaque to show them that their efforts are appreciated.

The planning committee should consist of the regional managers of Dance Marathon: Brit Davis, Blair Janis, Taylor Dietrich, Briana Willcockson, Elyse Meardon and Zac Johnson. Each regional manager can invite the leaders from the universities that they oversee as well as connect with the families from each region. The committee should meet once a month, every month until the conference.

Promotion: The conference will not need a ton of promotion because the target audiences are members who are already heavily involved in Dance Marathon and fundraisers for Children’s Miracle Network Hospitals. Each regional director would need to personally

contact the executive boards from each university under their jurisdiction. The majority of promotion will by personal invitation.

Calendar: Attached is a proposed event-planning calendar. Upon approval of this special event proposal, a specific budget will be developed and submitted. Summary: The 2015 Dance Marathon Leadership Conference will take place July 25-27 at The University of Georgia. The purpose of the event is to inspire, empower and create new dreams. This will provide a multitude of inspiration for the leaders who make Dance Marathons possible and the collaborative environment will encourage leaders from across different universities to improve upon their current successes. I will wait for a response by January 1, 2015 and upon approval will develop a budget for consideration.

Date%

Task%

Personnel%

1#1#2015!

First!planning!meeting,!contact! DM!regional!directors! UGA!reservations.!!

2#1#2015!

Create!a!list!of!keynote!

DM!regional!directors!

speakers!and!inspiration! families! 3#1#2015!

Create!Itinerary!for!conference! DM!regional!directors!! and!send!invitations!

4#1#2015!

Separate!the!RSVPs!into!3!

DM!regional!directors!!

categories!and!personally!call! those!who!have!yet!to!respond.!! 4#25#2015!

Confirm!keynote!speakers,!

DM!regional!directors!

breakout!session!leaders,!and! inspiration!families! 5#10#2015!

Create!pamphlets!and!order!

DM!regional!directors!!

the!plaques!for!successful! Dance!Marathons! 6#1#2015!

Print!pamphlets,!organize!

DM!regional!directors!!

information!into!folders! 6#15#2015!

Finalize!the!guest!list!and!send!

DM!regional!directors!!

formal!invitations!with! finalized!itinerary!and!! 6#25#2015!

Create!nametags,!assign!rooms!

DM!regional!directors!

within!dormitories!! 7#1#2015!

Assign!welcome!teams,!map!

DM!regional!directors!

out!rooms!for!breakout! sessions.! 7#25#2015!

Event!begins!

ALL!ATENDEES!!

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Website'Recommendation'Memo'

Memo To: Victoria Hicks From: Connor Siegel Date: Oct. 3, 2014 Subject: Feature Story Pitch—Children’s Healthcare of Atlanta New Partnership!! ! Dear!Ms.!Victoria!Hicks:! After!detailed!analysis!of!the!Children’s!Healthcare!of!Atlanta!website,!blog!and!social! media!profiles,!it!has!been!concluded!that!the!company!has!a!very!strong!Facebook,! Twitter,!Instagram!and!website.!! ! The!appearance!of!all!social!media!and!websites!would!rank!on!our!analysis!scale!as!a!5,!for! excellent.!The!words!are!very!easy!to!read,!the!website!is!engaging,!and!the!overall!brand! for!Children’s!Healthcare!of!Atlanta!appears!all!throughout!the!website.!The!content!across! all!platforms!of!social!media!has!the!same!voice,!which!is!critical!to!running!an!effective! media!campaign.!! ! The!website!has!a!very!easy!route!of!navigating!through!different!pages.!For!example,!the! user!can!easily!access!the!different!locations!within!the!Children’s!Healthcare!of!Atlanta! network,!read!the!mission!statement,!access!the!blog,!find!ways!to!volunteer!and!much! more.!Overall,!the!website!is!a!5!on!the!effective!scale!(1J5).! ! The!website!is!extremely!appropriate!across!all!platforms.!The!social!media!and!blog! platforms!allow!readers!to!become!inspired!about!partnering!with!the!hospital.!We!love!the! spotlights!on!certain!pediatric!patients!and!the!simplicity!of!the!information,!which!resorts! back!to!the!purpose!that!this!hospital!is!“For!The!Kids!”!! ! The!audiences!for!this!site!are!parents!of!future!and!current!patients.!The!secondary! audiences!are!philanthropists!who!desire!to!become!involved!with!Children’s!Healthcare!of! Atlanta.!!The!information!is!extremely!current!which!allows!volunteers!and!philanthropists! to!obtain!the!most!up!to!date!information!on!how!to!become!involved.!!

The!graphics!and!animation!are!used!extremely!appropriately.!The!multimedia,!graphics! and!photographs!all!serve!their!purposes.!Children’s!Healthcare!of!Atlanta!utilizes!multiple! graphs,!charts!and!posters!to!teach!different!healthy!practices.!The!website!also!provides! glimpses!into!the!daily!lives!of!the!children!who!are!treated.!One!of!the!mission!statements! is!to!simply!“champion!children!back!to!health”!and!your!social!media!platforms!give!a! multitude!of!insight!into!those!practices.!! ! The!embedded!video!links!download!almost!immediately!and!the!hyperlinks!to!other! websites!and!information!load!fast!as!well.!!! ! The!writing!is!in!the!proper!AP!style!and!there!are!no!grammatical!or!spelling!errors!that! can!be!seen!currently.!The!language!is!simple!which!!goes!back!to!the!mission!of!working! for!children.!!

! Sincerely, Connor Siegel Public Relations Director, Children’s Healthcare of Atlanta 770-855-2017 csiegel1@uga.edu

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Newsletter(Recommendation((

Memo! To:! ! Chrissie!Gallentine! From:!!! Connor!Siegel! Date:!! ! Nov.!15,!2014! Subject:!! Newsletter!Proposal! ! Children’s!Healthcare!of!Atlanta!would!greatly!benefit!from!having!a!monthly! newsletter!in!order!to!unlock!fundraising!potential.!The!newsletter!would!create! innovative!ways!and!updates!for!philanthropists!to!learn!new!ways!to!raise!money.!! ! Purpose!and!Target!Audience:! !

The!intent!of!the!newsletter!is!to!encourage!subscribers!to!utilize!innovative!

ideas!in!order!to!increase!fundraising!efforts!for!Children’s!Healthcare!of!Atlanta.!It! is!vital!for!CHOA!to!not!only!inform!but!to!inspire!philanthropists!to!lead!events!that! will!bring!money!in!for!Children’s!Healthcare!of!Atlanta.!! !

The!brochure!will!provide!highlights!of!former!successful!fundraising!

campaigns!and!have!very!simple!lists!that!will!evoke!action!out!of!potential! philanthropists.!! !

The!target!audience!includes!CHOA’s!past!donors,!event!planners!and!

fundraisers!who!have!previously!helped!the!organization!in!the!past.!This!target! audience!includes!students!who!participate!in!dance!marathon!across!major! universities.!! ! Content:! !

The!front!page!will!contain!the!Children’s!Healthcare!of!Atlanta!logo,!title,!an!

image!and!website!link.!The!first!page!will!include!a!feature!story!about!a!recent! successful!fundraising!effort.!The!second!page!will!include!fun!and!interesting!ideas! to!inspire!fundraising!efforts.!The!third!page!will!include!an!update!on!the!amount! of!money!raised!by!Children’s!Healthcare!of!Atlanta.!The!fourth!page!will!include! information!about!events!that!Children’s!Healthcare!of!Atlanta!sponsors.!! ! PmoreP!!

Design!and!Layout:! !

The!newsletter!will!be!a!colorful!newsletter!full!of!images,!stories!and!

inspiration!that!will!engage!and!interest!the!reader.!The!newsletter!will!be!printed! on!standard!8.5!inches!tall!by!11!inches!wide!paper!stock.!It!will!be!printed!in!color! on!white!paper.!The!type!will!be!Times!New!Roman!and!the!Children’s!Healthcare!of! Atlanta!logo!will!be!used!on!each!page!in!the!upper!left!corner.!Photographs!will! highlight!successful!philanthropy!but!also!stories!about!how!Children’s!Healthcare! of!Atlanta!has!positively!impacted!children’s!lives.!The!color!theme!will!match!the! logo!with!a!green,!red!and!blue!color!scheme.!Information!will!be!displayed!in! bulleted!lists!and!descriptive!paragraphs.!! !

The mission of this newsletter is to provide you with ideas, opportunities and motivation stories to help you in reaching your fundraising goals. Here at Childrenâ&#x20AC;&#x2122;s Healthcare of Atlanta we believe in empowering you to reach your goals and to serve as an advocate for you. www.choa.org

Thompson!Ritter!is!an!181year1old!student!athlete!who!has!a! remarkable!story!of!recovery.!At!Thompsonâ&#x20AC;&#x2122;s!sports!physical,!doctors! thought!he!had!scoliosis,!!but!found!out!that!his!diagnosis!was!much! more!serious.!Thompson!had!a!tumor!on!his!back!from!T11T9.!He!lost! his!ability!to!walk!!due!to!neurological!problems!from!the!surgery.!He! had!two!goals!in!mind1!to!walk!again!and!to!play!baseball.!After!one! week!of!his!surgery,!!he!began!walking!and!played!baseball!the! following!spring.!Thompson!is!a!living!miracle!who!is!now!a!starting! pitcher!for!his!high!school!baseball!team.!He!is!now!a!UGA!Miracle! representative!and!inspires!many!students!to!fundraise!each!day.!!

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Interview)Preparation)

Interview Preparation To. Taylor Dietrich From: Connor Siegel Date: Nov. 21, 2014 Content The local television station just called and would like to feature Children’s Healthcare of Atlanta and Dance Marathon in a series on local nonprofits. The six-minute interview will be at 6:00 p.m. live Friday, Nov. 28, 2014. Below are information and possible questions and answers, which will be helpful to be familiar with for the interview. The interview will provide viewers with a little information about your background, history of Children’s Healthcare of Atlanta and Dance Marathon partnership, and how the money invested is directly beneficial for the families. Attire Please remember that you are representing Children’s Healthcare of Atlanta and Dance Marathon so your appearance is extremely important. For this particular interview, the goal is to look professional but also approachable so that you can encourage new partnerships and donors to join hands with CHOA and DM. Please wear a long black skirt, with a CHOA colored blouse (green, blue or red), with black high heels and black leggings. Please wear your CHOA name tag on the left side of your chest. Please make sure to have all clothing dry cleaned and ironed prior to Friday. Please shower before the interview and arrive without makeup, as the show will provide hair and makeup for you prior to going on air. Behavior Please arrive to the station no later than 5:15 p.m. to find out where you need to be and to relax in a new environment. Please be friendly to all employees as the station uses people in smaller roles to prescreen interviewees before going on air. Please do not chew gum, cross your legs, or fold your arms. Please look relaxed but enthusiastic about this cause. Speak from your heart and not your mind. Remember that the goal is help people learn about CHOA and DM and to instill passion in their hearts for this cause.

Objectives This is a great opportunity to bring in new believers of CHOA and DM. We want to use this interview to instill compassion, hope, love and belief into this organization. This is free advertising so please make sure you are vulnerable and transparent about everything Children’s Healthcare of Atlanta and Dance Marathon believes and practices. A. To tell the story about Children’ Healthcare of Atlanta, our three locations, and what set this hospital apart from other hospitals. B. To garner interest in the hospital and create interest and love for the company so that we can increase our donations through our story. C. To broadcast different patients' stories so that viewers can feel attached and tied to a worthy cause. Interview prep: Q. What exactly is Dance Marathon and what is the connection with CHOA? A. Dance Marathon is a nationwide movement involving college and high school students at more than 250 schools across the country, all raising money for the Children’s Miracle Network Hospital in their community – in our case, Children’s Healthcare of Atlanta. The students spend a year raising funds and interacting with children’s hospital patients and families. The year finishes with a 12- to 40-hour-long event where the students stay on their feet through dancing, games and entertainment in celebration of the total amount raised that year. Q. Why does everyone stand the whole time? A. “We dance for those who can’t. It is this solidarity to—and connection with—the cause that makes Dance Marathon an event unlike any other. Q. So what is your position, and why are you here today? A. My position is the Dance Marathon manager, and it is my goal to serve as a liaison between Children’s Miracle Network Hospitals and the schools. I help organize and plan family days, which allow the students to directly connect with the families to hear their stories so they are more connected to the cause. I am here today to share more about our story, our dreams and our passions in order to hopefully inspire more people to believe in this organization. Q. Where exactly does the money go? A. 100 percent of the proceeds go to the Children’ Miracle Network Hospitals in that university or school’s local area. The hospitals never turn away a patient. The hospitals are committed to restoring a childhood regardless of the diagnosis. Children’s Healthcare of Atlanta is the most specialized hospital in the

country for pediatric services. 100 percent of the funds go directly toward new equipment, patient fees, rehabilitation camps and many more services. Q. Will you tell us about a child whose life has been directly impacted by CHOA and Dance Marathon? A. Mr. and Mrs. Setzer have two sons, Dylan and Logan. Both are incredibly bright young men who absolutely love the Lord. At one point in Logan’s life, he kept suffering from massive headaches that seemed crippling. After a few doctor appointments, the family learned that their precious son was diagnosed with Brain cancer. The cancer transformed sweet Logan and changed his personality, eating habits, and left him with only 10 percent vision. However, he walks in joy and freedom from his disease. CHOA has inspired him to walk in that joy and to show people the love that he has for life. Q. What local universities have a Dance Marathon, and which are the most successful/? A. The University of Georgia, Georgia Tech, Emory University and Kennesaw State University all have successful Dance Marathons that directly benefit the three hospitals in Children’s Healthcare of Atlanta. The University of Georgia raised more than $507,000 last year alone. Q. Does the Dance Marathon money collected by each school go to Children’s Healthcare of Atlanta? A. Yes. Specifically, it goes directly to the CIRU, which is CHOA’s rehabilitation center. Q What is one thing you want everyone to know about Children’s Healthcare of Atlanta? A. We are dedicated to “all better.” Every child deserves to have a childhood; every child deserves to feel loved. Children deserve to go back home, and, when he or she is not at home, to feel at home. We cannot do what we do without your help. Consider partnering with us and make a donation to Children’s Healthcare of Atlanta. Empower us, so we can empower them.