g r o w with our family tree




                 2010 Public Relations Campaign
Jewish Family Service of Orange County




         Jewish Family Service
           of Orange County
    g r o w with our...
Jewish Family Service of Orange County


Table of Contents
           Introduction
                           Introduction...
Jewish Family Service of Orange County




                          Introduction
Introduction                                                                    Jewish Family Service of Orange County


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Jewish Family Service of Orange County                                                                         Introductio...
Introduction                                                                 Jewish Family Service of Orange County


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Jewish Family Service of Orange County




                                         Campaign
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Campaign Plan                                                               Jewish Family Service of Orange County


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Jewish Family Service of Orange County                                                                     Campaign Plan

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Campaign Plan                                                               Jewish Family Service of Orange County


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Jewish Family Service of Orange County                                                                    Campaign Plan


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Campaign Plan                                                               Jewish Family Service of Orange County


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Jewish Family Service of Orange County                                                                   Campaign Plan


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Campaign Plan                                                                 Jewish Family Service of Orange County


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Jewish Family Service of Orange County                                                                                    ...
Campaign Plan                                                                                 Jewish Family Service of Ora...
Jewish Family Service of Orange County                                                                                 Cam...
Campaign Plan                                                               Jewish Family Service of Orange County


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Jewish Family Service of Orange County                                                                   Campaign Plan


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Jewish Family Service of Orange County




       Media
     Relation
        Tools




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Jewish Family Service of Orange County                                                           Media Relations Tools


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Media Relations Tools                                                         Jewish Family Service of Orange County


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Jewish Family Service of Orange County                                                             Media Relations Tools

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Media Relations Tools                                                       Jewish Family Service of Orange County


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Jewish Family Service of Orange County                                                              Media Relations Tools
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Media Relations Tools                                                         Jewish Family Service of Orange County


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Jewish Family Service of Orange County                                                           Media Relations Tools


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Media Relations Tools                                                         Jewish Family Service of Orange County


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Jewish Family Service of Orange County                                                              Media Relations Tools
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Media Relations Tools                                                      Jewish Family Service of Orange County


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Jewish Family Service of Orange County                                                            Media Relations Tools


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Media Relations Tools                                                          Jewish Family Service of Orange County


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Jewish Family Service of Orange County                                                            Media Relations Tools


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Media Relations Tools                                                           Jewish Family Service of Orange County


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Jewish Family Service of Orange County                                                                       Media Relatio...
Media Relations Tools                                                                     Jewish Family Service of Orange ...
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
Jewish Family Services of Orange County public relations program
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Jewish Family Services of Orange County public relations program

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Public relations program for an Orange County non-profit that provides social services to individuals in need.

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Jewish Family Services of Orange County public relations program

  1. 1. g r o w with our family tree 2010 Public Relations Campaign
  2. 2. Jewish Family Service of Orange County Jewish Family Service of Orange County g r o w with our family tree 2010 Public Relations Campaign Laura Hantke Sivonna Haas Kim Galbraith Janelle Maluenda Philia Pak
  3. 3. Jewish Family Service of Orange County Table of Contents Introduction Introduction 1 Client Fact Sheet 2 Executive Summary 3 Campaign Plan Background 5 Situation Analysis 6 Core Problems and 7 Goals/Objectives Key Public Profiles 8 Campaign Themes/Messages 10 Strategies and Tactics 11 Communication Table 12 Calendar 13 Budget 14 Evaluation Criteria/Tools 15 Media Relations Tools News Release Outline 18 News Release 20 Feature Release Outline 21 Feature Release 22 Staged Media Alert Outline 25 Staged Media Alert 26 Media Pitch Email Outline 27 Media Pitch Email 29 Public Service Announcement 30 Spokesperson Biography 31 Blog 32 Website 34 Direct Mail 39 Brochure 41 Social Media - Facebook 43 Social Media - Twitter 44 Social Media - YouTube 45 Newsletter 46 Appendix Mission Statement 49 Research Summary 50 Bibliography 53
  4. 4. Jewish Family Service of Orange County Introduction
  5. 5. Introduction Jewish Family Service of Orange County Introduction Jewish Family Service Orange County is a non-profit organization that was founded in 1966. Its original mission was to help Jewish immigrants resettle in America, but today it offers older adult services, counseling, support groups, financial empowerment coaching, and case management services. JFSOC strives to create a loving, family environment where the individual can learn to successfully manage life’s challenges. JFSOC differs from similar organizations in that it offers an unparalleled level of individualization. The organization is committed to giving its clients whatever they need to thrive, and its employees understand that will be different from person to person. In this way, JFSOC is more like being in the care of a family member than the care of an organization. JFSOC is undoubtedly a wonderful organization. The problem? Many members of its key publics don’t know that. In fact, our research showed that many potential donors and volunteers don’t understand what older adult services are; they think that this phrase implies medical care for ailing seniors. This lack of information affects the whole organization; if the public doesn’t under- stand exactly what JFSOC does, potential new clients won’t know to seek help from the organiza- tion, and potential volunteers and new donors won’t see the incentives to give their time and money. Even current donors may close their wallets if they aren’t reminded what this organization does and why it is worthwhile. So how to clarify JFSOC’s services and inform the public that it offers individualized, loving care? When we saw JFSOC’s new logo, the answer came to us: Jewish Family Service Orange County is your family tree. Donors are the roots of the organization, volunteers and staff are the branches that reach out to others, and the clients are invited to find shelter in the shade. We then decided to rename JFSOC’s services, to tie in the family tree theme, communicate just what the services are, and add a bit of flair. Older Adult Services became “Seniors Branching Out,” counseling became “Roots,” financial empowerment services became “Gaining Green,” special needs commission became “Special Seeds,” Jewish big friends/little friends became “Trees and Sprouts,” and women forward became “Full Bloom.” Because the older adult services are JFSOC’s most popular services, we decided to make that offering the focus of much of our campaign activities. However, our website, blog, and fact sheet are all generalized materials that encompass the organization as a whole. Our final recommendation, which has been worked into the budget, is for JFSOC to take on college interns. Specifically, the organization should look for students with skills in website design, photography, writing, and social media. Taking on interns both creates a presence in the college community—which is rife with potential volunteers—and significantly cuts the cost of the cam- paign. 1
  6. 6. Jewish Family Service of Orange County Introduction CLIENT FACT SHEET Jewish Family Service of Orange County 1 Federation Way, Suite 220, Irvine, CA 92603-0174 Contact: Alan Zamosky (949) 435-3460 ex. 357 alan@jfsoc.org Mission: To strengthen and empower families and individuals in Orange County, to successfully manage life’s challenges. Organization: Executive Director: Alan Zamosky Number of staff: 5 fulltime, 8 part time Marketing Committee: 9 volunteers Facility: Tarbut V’Torah School 1 Federation Way, Suite 220, Irvine, CA 92603-0174 Program/Services: JFSOC offers many programs and services including: senior adult services which are designed to promote and enhance the health and well being of the senior community, counseling and support groups, a healing center for people who need emotional support, volunteer opportunities, special needs commission, special events, information and assistance, and financial empowerment. Hours: Monday through Thursday, 8:00 a.m. to 5:00 p.m. Friday, 8:00 a.m. to 1:00 p.m. Counseling is available on Tuesday and Wednesday evenings. Visitors: Approximately 7,200 people per year in all of its programs. Volunteers: JFSOC relies on volunteers to support its programs. Opportunities include: • Jewish Big Friends/Little Friends- be a positive role model and mentor to a Little Friend • Bikur Cholim- visiting those who are ill. • Friendly Visiting & Senior Advocacy- visitations to individuals in-home or in facilities. Spend an hour a week with someone who is isolated and alone. • Project Caring- group visitations and programming of Jewish content in retirement and skilled nursing facilities. • Mitzvah Projects- community service projects for adults, teenagers, especially for bar and bat mitzvah and high school youth. • Hospice/Bereavement- provides comfort and support to the Jewish terminally ill and their families. Training provided by Jewish Family Service and Vitas Healthcare • Employer/Job Bank Associate/Intern - Identify Jewish business people in the community for the purpose of creating a job bank for JFS clients. • Be a mentor and provide positive life experience skills and friendship to individuals in the Women Forward/3 Steps to Independence programs. 2
  7. 7. Introduction Jewish Family Service of Orange County Executive Summary About Jewish Family Service of Orange County: JFSOC is an Orange County based non-profit that works to create a stable environment for individuals in need, regardless of their race, ethnicity, religion or age. By creating a network of trained staff and volunteers, Orange County residents can come to JFSOC during the most difficult stages of life to seek assistance; with the assurance they will be embraced with open arms and given the tools they need to grow and succeed. Problem: JFSOC offers a variety of services but struggles to clearly communicate these services to donor, volunteer and client audiences, thus limiting the organization’s ability to reach new heights. Campaign Goal: This campaign will portray a more caring and appealing brand to JFSOC audiences, while redefin- ing services and creating an exciting event to leverage media coverage and general JFSOC awareness throughout the community. Audiences: Orange County Synagogues, Orange County Jewish business professionals, older adult caregivers Tagline: Grow with our family tree. Objectives: Overall this campaign will be considered effective if it increases the number of volunteers by 30% by July 2011, establishes 1 business partnership, maintains 85% continued donor support and gains 40 potential donor relationships by December 2011 and increases client enrollment by 30% in 15% of JFSOC programs and services. Strategies: To increase awareness of JFSOC, the campaign strategies will position JFSOC intern/volunteer program as an opportunity to put practical skills to use while contributing to the growth and development of individuals in need. It will also utilize social and traditional media as well as personalized materials to create a transparent image that donors can access at his/her leisure to better understand the impact JFSOC has on individuals’ lives and finally utilize general and event related outreach to redirect individuals to the JFSOC website and gain understanding of the ser- vices offered Tactics: The campaign will create an interactive an accessible online presence for JFSOC using various social media outlets; host ‘Seniors Branching Out: Make Like a Tree and Leaf’ event and use event to leverage media coverage; partner with synagogues, schools and community centers to offer services and create volunteer/internship programs; reconnect with donor base using personalized materials. Budget: Proposed budget without interns is $7,575. The budget is reduced to $1,575 with an internship program, which are mostly event related costs. 3
  8. 8. Jewish Family Service of Orange County Campaign Plan 4
  9. 9. Campaign Plan Jewish Family Service of Orange County Background Jewish Family Service of Orange County has humble roots that began with the simple goal of helping those who were in need. Throughout the organization’s growth, it has helped many people in various stages of life and has served as a haven for many in the Orange County community. JFSOC is dedicated to changing lives through counseling services and support groups, many of which are done on an individual basis. However, counseling services are just one part of JFSOC’s helping tree. The most popular of JFSOC’s programs is its Older Adult Services. This program allows senior citizens to socialize and interact with the local community by providing a public transportation system via bus called Silver Streak. Though this may seem like a typical service, it was not always so common a couple centuries ago. It was not until the 1700s when it was finally recognized that children were key to an aging indi- vidual’s survival. While parents were aging, children were moving away to get jobs and raise their own families. Soon, these aging relatives began to realize that they needed assistance and that they could no longer be completely independent. In a response to this growing concern, many nonprofit organizations began building old age homes. However, these still only provided homes and not any medical care or attention. Although many of the children could not afford to have private nurses care for their aging parents, home care services were also growing at the time and were able to aid in supplying poorer individuals with appropriate care (NY Senior Info). Between the 1700s and 1900s, the numbers of people living to an elder age greatly increased and by 1930 the average life expectancy increased by 10 years. (Miami Herald). As the increase of senior citi- zens steadily continues so do the demands of service from JFSOC. The market trend shows that there will be a dramatic increase in the elderly population once the baby boomer generation ages. This will mean there will be a higher demand for Older Adult Services but JFSOC may not have enough supplies to respond effectively. JFSOC formed in 1966 in the city of Garden Grove. The organization moved to several locations before settling into its current office in Irvine. The purpose of the organization originally was to help resettle Jewish and Russian immigrant families in the U.S. They do not offer resettlement ser- vices any longer but have branched out into other areas of service such as bereavement support and women empowerment. It has always been and always will be, JFSOC’s goal to help individuals successfully manage life’s challenges. In this economic climate, the biggest problem that most service based non-profit organizations face is the proper funds to not only implement their services but to promote them as well. There are many other non-profits within the area that compete with JFSOC and Charities of Orange County is one that is also faith based and offers the same kind of services and counseling pro- grams to the local community. Institute on Aging is another competitor that JFSOC has in California because they concentrate their whole organization on elderly care while JFSOC spreads itself over a hodgepodge of programs and services. Youth Family Services is another Orange County based non-profit that offers counseling services and support groups for struggling families and for those coping with harsh financial times. Despite these factors, it is vital to focus on the present time and what can be done to further improve the visibility of JFSOC today. 5
  10. 10. Jewish Family Service of Orange County Campaign Plan Situation Analysis Today Jewish Family Service of Orange County is dedicated to providing very personal and meaningful services to people of not only Jewish but also many other faiths. JFSOC clearly explains this through their current mission statement, which says that their goal is to “strengthen and empower families and individuals to successfully manage life’s challenges.” Although JFSOC has a strong tie to its Jewish roots, doors are open to any person of any religion or even no religion. One idea JFSOC is proud of and really adheres by is its ability to offer personalized services. It is a very compassionate organization that is genuinely concerned for each person it serves. JFSOC makes an effort to stay connected with each of their clients because once you are a part of their family tree, you only become extended branch of the tree and not just another fallen and forgotten leaf. The organization’s focus today includes many types of services including: counseling and sup- port groups, volunteering opportunities, financial empowerment, information and assistance for everyday “survival” problems, and older adult services. JFSOC has also recently added a program focusing on special needs to support individuals and families with disabilities. The older adult services program is designed to promote and enhance the health, well-being, social connections, and independence of senior adults in Orange County. It offers a wide range of services to help senior adults live safely in their own homes for as long as possible. The program also includes a support system, care management and more. One issue JFSOC wants to enhance is its outreach to volunteers as well as the reenergizing of donors. JFSOC is also in the process of redesigning its logo, and altering its mission statement and website. JFSOC wants to strengthen its social media, and overall enhance its image to gain support and recognition within the community. 6
  11. 11. Campaign Plan Jewish Family Service of Orange County Core Problem and Goals/Objectives Key Problem: If Jewish Family Service of Orange County does not effectively publicize the positive impact it has on the local Jewish and broader community to potential donors, low-income families, synagogues, volunteers and senior citizens, it will risk losing current donors, potential clients and the ability to attract new donors. Goal: To rebrand JFSOC to project a clear and distinct image as a provider of highly personalized services to individuals and their families. Objectives: •Update current mission statement by the end of June 2010. •Create one new brochure for each service program by the end of November 2010. •Design one newsletter for general public by the end of November 2010. •Create one tagline for the organization by the end of May 2010. Goal: To reenergize the current donor base through publicity and use of various social media. Objectives: •To increase publicity on JFSOC’s services by suggesting eight articles by the end of 2011 through local print and online media. •To host an event by June 2011 that will be covered by two local news channels, two local Jewish specific publications and five influential blogs. •To effectively manage a Twitter account to communicate with at least 100 donors in the form of “followers” by December 2011. •To reach at least three Re-Tweets a week by donors through Twitter by December 2011. •To create a JFSOC employee blog that will be updated three times a week, gain a reader ship of 20 views per day and receive one comment a week from readers by December 2011. •To encourage four clients to share testimonials by October 2011. •Utilize social media to upload informational flyers and brochures to 50 local community websites, profiles and groups. Goal: To increase JFS’ involvement in the Orange County Jewish community in order to attract more volunteers. Objective: •To establish a connection with at least 30% of all the synagogues in Orange County by December 2011. •To position a JFS employee as a spokesperson to visit three high schools, two universities and three community colleges to speak on the importance of community service and ‘tzedakaah’ by February 2011. •To increase awareness and interest in Silver Streak by distributing 200 brochures/flyers among the local Jewish and older adult community by June 2011. •Establish a partnership with a for-profit organization to offer incentives to attract 10 new volunteers per month by April 2011. 7
  12. 12. Jewish Family Service of Orange County Campaign Plan Key Public Profiles Key Public: Orange County Synagogues This public encompasses the congregations of the various Synagogues and Chabad Jewish Cen- ters in Orange County, of which there are at least 20. This public offers opportunities to find both donors and volunteers. The Jewish faith preaches the concept of Mitzvah, or good deeds, which could motivate members of the congregation to become involved with Jewish Family Service of Or- ange County. JFSOC has an opportunity to enter into partnerships with these synagogues. It would be valuable to promote JFSOC’s services amongst the congregation using e-mail blasts or newslet- ters handed out at services, which could both bring in donors and volunteers and inform potential clients about JFSOC’s mission. There is also an opportunity to reach out to the synagogues’ youth. Some are affiliated with the national organization United Synagogue Youth (USY,) and some are not. Many have programs for children from grades 8-12. By reaching out to this public and appeal- ing to their concept of good deeds, (and potentially offering them a way to complete their high school’s required number of community service hours,) JFSOC could bring in long-term volunteers for the senior visitation program. Self-interests: Those who practice the Jewish faith are expected to perform Mitzvah which is a term used to describe an act of human kindness. It would be personally self-fulfilling for the person to give Mitzvah through JFSOC, which may have provided service for their synagogue and fellow community members so essentially, the cycle of kindness goes in full circles. They give a little and JFSOC gives a little. Influentials: The Rabbi/ prominent congregation members, youth group leaders (for the younger volunteers.) Key Public: Orange County Jewish BusinessProfessionals This public is significant because businesses are common places for prospective or current do- nors. Business and organizations often search for non-profit organizations they can donate to for their own benefit. By becoming involved with a non-profit organization, businesses are able to increase their credibility and enhance their brand. Businesses usually get involved by giving dona- tions and may even be interested in becoming volunteers. Most even have a budget set aside for philanthropic and non-profit donations. Self-Interests: Fulfillment of Mitzvah, boost brand recognition, gain visibility in the local commu- nity that could create more profit for their business, and being able to connect with the success stories of the previous clients of JFSOC. Influentials: Exective directors (CEO, CFO, VP and etc) and business employees. When one employ- ee sees another doing a good deed, others feel obligated or inspired to follow. 8
  13. 13. Campaign Plan Jewish Family Service of Orange County Key Public Profiles - continued Key Publics: Adult Caregivers Caregivers are people who take care of older adults, often grandparents, parents, spouses or other older relatives. Caregivers may help with food shopping, cooking, house cleaning, paying bills, giving medicine, hygiene, providing company or emotional support, and social activities. Being a caregiver is an around the clock job and is very stressful. Though it is rewarding connect- ing to a member of the elderly community the words responsibility, guilt, fear, even anxiety can be associated with the role of caregiver. It is a daunting task to care for someone older than oneself, especially if mental disorders are involved. Caregivers would be attracted to JFSOC because of the benefits of the Silver Streak program for the elderly community. Self interests: Caregivers need alternatives for elderly relatives that will provide needed social experiences without leaving a caregiver with a feeling of guilt for handing his/her loved one off to a stranger. They need to know that a program will be enjoyable and safe. They also have to be assured that they can enjoy a few hours of respite and relaxation while grandpa is out meeting others and seeing the world. Influentials: Fellow family members, Family Caregiver Alliance, doctors, religious leaders, nursing home staff, parents, educators. Key Publics: Volunteers This key public is vital to driving already established services. After speaking with key members within JFSOC, it is apparent that this key public is representative of the growth of key services. “Silver Streak” the elder transport initiative has dedicated and paid drivers, but in order to move forward with the service more volunteer time is desperately needed to fill in gaps. Drivers must be screened for DMV as well as a thorough background check, which may dissuade many volunteers from supporting the effort. Other volunteers for key services are needed within the organization. Key volunteers would bring knowledge of employment issues as well as how to develop strategies to empower existing as well as potential clients. Volunteers serve as the backbone of JFSOC in that there contribution of time, energy and re- sources supplement the already existing services within JFSOC. Self-interests: Volunteers yearn to feel a part of the community as well as to provide valuable service to those that are less represented or less able to do these things for themselves. They also may be required to perform a certain amount of volunteer hours and JFSOC can be the outlet to do so. Influentials: Rabbis of various local congregations, senor service in the community, gerontologists, elder care facility workers, volunteer organizations, OCTA 9
  14. 14. Jewish Family Service of Orange County Campaign Plan Campaign Theme/Message Campaign Theme: Grow With Our Family Tree Key Public: Volunteers: Orange County Synagogues Self Interest: As a leader of thought in the Orange County Jewish community, you are continually searching for service opportunities to present to your members who are seeking ways to carry out the Jewish calling to act kindly to fellow humans in the name of God. Present issue: The universal understanding of “Mitzvah” has led to the creation of numerous Jewish service organizations; you struggle to choose JFSOC among the others you are aware of. Present non-profit as a solution: JFSOC offers unique volunteer experiences that encourage you to put your professional skills to use while helping individuals in true need of family, emotional support or simply social interaction. Make appeal: After just a few short hours, you will leave the JFSOC headquarters with the assurance that you have secured the successful future of your fellow Orange County Jewish community mem- ber; you never know when you will be in need of such support in the years to come. Adapted theme: Branch out to those who need a helping hand. Key Public: Donors: Orange County Jewish Business Professionals Self Interest: As an entrepreneur whose successful business provides income for families across Orange County, you are concerned with what ventures you invest your valuable time in, and how profitable they will be for you and your employees. Present issue: The spiraling economy has put the need for business involvement with non-profits on the fast track. Many non-profits request for you to donate your services or funding. Though you want to do good, you also want to connect with a group that will create opportunities to expand business, meet great hires and new clients to be more profitable. Present non-profit as a solution: Partnering with JFSOC will help you develop equally beneficial relationships with a family of like minded people, while promoting high, transparent standards of ethics and business integrity. Make appeal: By donating your well earned money through JFSOC, you will be able to see the fruits of your labor in a way you never thought possible - through the success stories of JFSOC clients. Adapted theme: Be the root of our community through your contribution to JFSOC. Key Public: Potential Clients: Adult Caregivers Self Interest: You are a loving family member of an adult in need, you seek Present issue: You seek alternatives for elderly relatives that will provide social experiences without feeling guilt for handing him/her off to a stranger. Present non-profit as a solution: JFSOC has been an integral part of the Orange County service community for the past forty-four years and has always believed in holding clients’ hand through all stages and hurdles of life. Make appeal: Enjoy a few hours of respite and relaxation while your loved one is out exploring the world under the care of people who love him. Adapted theme: Stand under the shade of our love and become a part of our family tree. 10
  15. 15. Campaign Plan Jewish Family Service of Orange County Strategies and Tactics Strategy: Clarify JFSOC’ services in the minds of potential clients. Tactics: •Rename services so they are simple and easily understood by the public. (i.e. Change ‘Bereavement counseling’ to ‘Grief counseling’) •Create a new slogan/tagline that clients can easily remember and that also further reflects JFSOC’s mission. •Create new eye-catching informational brochures explaining each service that is offered. •Edit and re-design website to make it easy to navigate and aesthetically pleasing for users. •Host and publicize special Silver Streak event called, Seniors Branching Out, to promote JFSOC Older Adult Services in the local community. Strategy: Reenergize past donor community by showing them how their contribution is being posi- tively used within JFSOC. Tactics: •Create direct mail piece or “invitation” to send out to donors. It will contain information on the Seniors Branching Out event and a break down on how every dollar is being spent within the organization. •Create a blog about client testimonials to show how JFSOC has improved lives for countless individuals. •Make a video of a success story to put on YouTube that can be linked on the blog for donors to view. •Explain specifically what their money can get for the organization. (i.e. $25 donation = pays for 8 seniors to be driven to play bingo once a week) •Send hand written and personal thank you notes to each donor. Strategy: Attract new donors by convincing them JFSOC is a worthwhile organization. Tactics: •Run human-interest stories in local community media and online blogs to grab the attention of the donor through heartfelt testimonials. •Contact local media to run a 45 second PSA about JFSOC. •Utilize social media to reach out to young professionals. •Set up a booth at a Jewish Community Center to hand out informational brochures describing JFSOC services and also feature testimonials from past clients. •Distribute donor informational pamphlets at local synagogues around Jewish holiday seasons. Strategy: Recruit volunteers by projecting JFSOC as a safe haven that is filled with hope and inspiration and emphasizing that volunteering is fun and worthwhile. Tactics: •Post personal blog posts by volunteers, explaining their experiences volunteering at JFSOC. •Post live tweets from events that volunteers attend. •Contact Jewish social groups and clubs at local colleges to let them know of our volunteer programs in case they are looking for philanthropic work to participate in. •Create a fun brochure showing pictures of volunteers in action and quotes from past volunteers on how rewarding the experience was. •Create a PSA showing volunteer opportunities for YouTube and local media outlets. 11
  16. 16. Jewish Family Service of Orange County Campaign Plan Communication Confirmation Table Key Public Self Interests In uential Objectives Strategies Tactics Primary Message Volunteers: OC Encourage spiritual Rabbis, leadership, Increase number Position JFSOC Website, Press Extend your branches to Synagogues growth in the hearts members, family, of volunteers by intern/volunteer Room, EPK, Flier, those in need of members friends 30% program as an Brochure, Build a community opportunity to put Tables at outside where fellow Jewish practical skills to locations to pass people feel valued, use while out materials safe and comfortable contributing to the growth and Ensure a bright and development of Direct mail piece, prosperous future for individuals in inviting to the temple need. contribute to Donors: OC Jewish Create networking Executive staff, Establish 5 Utilize social andWebsite, Blog, Be the root of our family Business opportunities to peers, CEOs, business traditional media Twitter, Facebook, tree Professionals expand business, government partnerships as well as YouTube meet great hires and officials, rabbis, personalized clients and be more family materials to create profitable a transparent Develop equally Confirm 85% Media placement, image that donors beneficial continued donor pitch, alert, feature can access at relationships with support by story, his/her leisure to like minded Jewish better understand professionals Promote high Create 40 Donor thank you standards of business potential donor package integrity by relationships encouraging Jewish ethical teachings Potential Clients: Social alternatives for Medical staff, older Increase client Utilize general and Website, blog, Stand under our shade OC Adult elderly relatives that adult, family, enrollment by 30% event related brochure, tabling of love and compassion Caregivers will provide needed friends, fellow in 15% of JFSOC outreach to social experiences caregivers programs and redirect without leaving services individuals to the caregiver with a JFSOC website and feeling of guilt gain Assurance Senior survey, understanding of programming will be senior invitations, the services enjoyable and safe offered The ability to enjoy a few hours of respite and relaxation 12
  17. 17. Campaign Plan Jewish Family Service of Orange County Calendar 2010 August September October November December Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Fall Internship Program Post job X Select interviewees X Interview candidates X X First Day X Introduce Assignments X Social Media Blog X Twitter X Facebook X YouTube X Website X Pages X Sections X Copy X X X Images X X Links X X Launch Site X X X Press Materials PSA X EPK X Releases X Annual Report X Executive Bio X Boilerplate X High resolution pictures X X General Flier X X Brochure X X X 2011 January February March April May Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Spring Internship Program Post job X Select interviewees X Interview candidates X First Day X Introduce Assignments X Senior Survey X X Confirm locations X Direct Mail X X Confirm volunteers X X X X Confirm partners X X X X Confirm donations X X X X Media Pitches X X X X Media Alert X EVENT! X Feature Story X Donor Thank you package X 13
  18. 18. Jewish Family Service of Orange County Campaign Plan Budget Flyers Cost Adjusted Cost* Design (In-house) $0 $0 Printing (300) $50 $50 Brochure Design (In-house) $0 $0 Photographer $1,000 $0 Copy Writing (In-house) $0 $0 Printing (250) $200 $200 Postage $50 $50 E-mail Blasts Copy Writing (In-house) $0 $0 Website Design (In-house) $0 $0 Copy Writing (In-house) $0 $0 Photographer $1,000 $0 News Release Copy Writing (In-house) $0 $0 Distributed via e-mail $0 $0 Social Media Set-up $0 $0 Upkeep $0 $0 Special Event Media Alert Copy Writing (In-house) $0 $0 Distributed via e-mail $0 $0 Media Pitch Letter Copy Writing (In-house) $0 $0 Distributed via e-mail $0 $0 Spokesperson Bio Copy Writing (In-house) $0 $0 PSA (Radio) Script Writing $500 $0 Feature Story Writer’s fee $2,500 $0 Special Event Print Surveys (200) $30 $30 Invitations (150 at $3) $450 $450 Lunch for 30 $450 $0 Museum Admission (30) $300 $0 Disposal Digital Cameras (30) $450 $450 Photographer, 2 hours $250 $0 Family Photo Prints, 8x10 (30) $120 $120 Gasoline $200 $200 Thank You Cards $25 $25 Totals Cost Adjusted Cost* $7,575 $1,575 *Adjusted price reflects the use of interns and the receipt of in-kind donations. 14
  19. 19. Campaign Plan Jewish Family Service of Orange County Evaluation Criteria and Tools Objective 1: To increase publicity on JFSOC’s services by suggesting eight articles by the end of 2011 through local print and online media. Evaluation Tools: •Gather data of previous media hits from 2009 and input data into an Excel sheet with name of publication, date of publication and a photocopy (if possible) of the publication. •Marketing committee will each set up a Google News Alert for JFSOC in January 2011 so when a story or article is ever published online, mentioning JFSOC, they will be alerted via email either on a monthly or weekly basis. Objective 2: To effectively manage current Twitter account to communicate with at least 100 donors in the form of “followers” by December 2011. Evaluation Tools: •Set up a Hootsuite (a social media tracking tool) account by January 2011 to manage mentioned tweets, follower’s tweets and to track the increase of followers. •Review number of followers by December 2011. Objective 3: To create a JFSOC employee blog that will be updated three times a week, gain a readership of 20 views per day and receive one comment a week from readers by December 2011. Evaluation Tools: •Set up a Google Analytics, a web analysis tool, account by January 2011 to track how many visits are made to the page and to analyze from what location and what time most visits come from. •Create an excel sheet documenting amount of visitors at the end of every month until December 2011. Objective 4: To establish a connection with at least 30% of all the synagogues in Orange County by December 2011. Evaluation Tools: •Create a thorough contact list of all the synagogues in Orange County by January 2011. •After sending emails or phone calls to each by March 2011, keep track of which ones respond on an excel sheet until November 2011. 15
  20. 20. Jewish Family Service of Orange County Campaign Plan Evaluation Criteria and Tools - continued Objective 5: Utilize social media to upload informational flyers and brochures to 50 local community web sites, profiles and groups. Evaluation Tools: •Utilize Flickr, Twitter, Facebook and PR Log to upload promotional materials. •Create a new spreadsheet template to track which flyers and brochures are uploaded to which sites and include the web address and date by January 2011. •Set up Google Alerts, an email alert sent when a certain key word is found on a news article, for JFSOC to track any coverage it might have gained through social media by January 2011. Objective 6: To increase awareness and interest in Silver Streak by distributing 200 brochures/flyers among the local Jewish and older adult community by June 2011 Evaluation Tools: •Take inventory check of how many current flyers there are about Silver Streak and compare that to the amount there originally was to find the number distributed. If the original number cannot be found then try to backtrack at what locations these flyers were distributed at (informational sessions, in the office, at senior centers, synagogues etc.) to get a rough estimate of how many may have been distributed between January-December 2010. •In January 2011, pre-plan at which locations and events these flyers/brochures will be distributed. Once a thorough list is made, allot a certain amount of flyers for each. Extras will be used within the office. Objective 7: Establish a partnership with a for-profit organization to offer incentives to attract 10 new volunteers per month by April 2011. Evaluation Tools: •Create a list of previous partnerships with local organizations, if any by December 2010. •Create a list of all Orange County for-profit organizations and divide by industry (i.e. restaurants, hotels, retail and etc.) by February 2011. •Choose organization to partner with by April 2011 and use social media to promote this partnership and attract volunteers. 16
  21. 21. Jewish Family Service of Orange County Media Relation Tools 17
  22. 22. Jewish Family Service of Orange County Media Relations Tools News Release Outline Key public: Potential donors and volunteers for JFSOC. Secondary publics: Potential new clients for JFSOC. Action desired from public(s): For donors and volunteers: to give their money and time to the organization, thus ensuring that our programs continue into the future. For potential clients, we want them to feel comfort- able coming to JFS for help should they need it. How does this action tie to the key public’s self interest? The news release, which concerns JFS’s “Make Like a Tree and Leaf” event, will convince poten- tial and current donors and volunteers that our cause is worthwhile and makes a difference in the seniors’ lives. Thus, they will be motivated to carry out the Jewish tradition of mitzvah by support- ing our organization. Overriding message/theme: Our event lets seniors have fun and make connections in a loving, social environment. Primary messages: Primary Message #1: This event is new and is one of the many ways JFSOC is revamping its programming to better serve its clients. How will you support the primary message? (data, facts, testimonials, etc.)? Quotes from the JFS CEO describing the rarity of this type of event (there hasn’t been one since the organization’s founding 44 years ago,) and discussing other future plans for the senior socialization services programs. Primary Message #2 “Make Like a Tree and Leaf,” is a fun event for both volunteers and the seniors who attend it. How will you support the primary message? (data, facts, testimonials, etc.)? Testimonials/quotes from at least one senior planning to attend and at least one volunteer, preferably a volunteer photographer. Primary Message #3 This event, along with JFS’s other senior socialization services, can really make a positive difference in a senior’s life. How will you support the primary message? (data, facts, testimonials, etc.)? Testimonials from current senior JFS clients. 18
  23. 23. Media Relations Tools Jewish Family Service of Orange County News Release Outline - Continued Describe photos/graphics: Because the event will not have occurred as of press time, we would be unable to include a photo of the event. However, a photo of, say, a senior woman looking excited while filling out her survey would be a good visual to include. (Note: this photo doesn’t exist yet; we would have to take it ourselves.) Third-party influentials: As listed above, testimonials and quotes will be used throughout to bring a touch of humanity/life to the story and add credibility to our cause. They will also help to clarify exactly what “senior socialization services” are, as many potential donors and volunteers don’t know. Slogan or tagline: Seniors Branching Out—“Make Like a Tree and Leaf.” Production deadline: This release will be sent out 2-3 weeks before the event, so the media and potential attendees have time to clear their availability for the event. Specific media to receive information: OC Register, ocjewishlife.com, jewishjournal.com, Orange County Jewish Life Magazine, newsletters for surrounding synagogues. Proposed follow-up with media, if any: A short, follow-up story after the event, heavy on visuals, to follow up and tie it all together. 19
  24. 24. Jewish Family Service of Orange County Media Relations Tools News Release Jewish Family Service Orange County 1 Federation Way, Suite 220 Irvine, Calif. 92603 www.jfsoc.org Contact: Kerri Gee 949-435-3460 For immediate release JFSOC Invites Seniors to “Make Like a Tree and Leaf” IRVINE, CALIF.—Jewish Family Service Orange County announces its first “Make Like a Tree and Leaf,” event, a fun-filled day trip for 30 of JFSOC’s seniors. The event will be held on Saturday, May 28 from 9am to 2pm. Participants will meet at the Samueli Jewish Campus, where they will board Silver Streak buses, senior transportation vehicles sponsored by JFSOC. The buses will take them to three different locations. Destinations will be determined via a survey distributed to 100 JFSOC senior clients, and may include an art museum, shopping in Laguna Beach, or a trip to a local farmer’s market. Lunch will be provided courtesy of Sarducci’s Capistrano Depot, a south Orange County Italian restaurant, according to JFSOC CEO Alan Zamosky. “I filled out my survey last week,” said Abigail Green, who uses JFSOC’s Silver Streak transporta- tion program. “I’m hoping I get picked to go on the trip. I’d love to go see an art museum.” The day will end with a return trip to the Hillel Jewish Campus, where participants will meet up with their family members and loved ones. Photography volunteers will be on-hand to take profes- sional photos of the families, as well as a portrait of the JFSOC family, including staff, clients, and volunteers. Alicia Horne, a volunteer from Chapman University, says she is excited to see the effect this event will have on the senior attendees. “I’ve been volunteering with JFSOC for about a year now as a friendly visitor for the seniors, and I can say from experience that these events do so much to raise their spirits,” she said. “Just getting them out of the house and socializing can do wonders.” The “Make Like a Tree and Leaf” event is just one element of JFSOC’s plan to reenergize its senior programming, according to Zamosky. “We’re really focusing on streamlining and improving our current programs,” Zamosky said. “We’ve always been proud of the work we do here, but it’s time to refresh our offerings, and this event is our first step.” Jewish Family Service Orange County, founded in 1966, is a nonprofit organization that offers senior socialization services, bereavement counseling, support groups, financial empowerment assistance, and case management. JFSOC strives to create a loving, family environment where the individual can grow and thrive. For more information, please visit www.jfsoc.org. 20
  25. 25. Media Relations Tools Jewish Family Service of Orange County Feature Release Outline Key publics: Media outlets, newspapers, community news, editors, magazine Secondary publics: Donors, volunteers, clients (all secondary publics are potential and current) Action desired from publics: Donations, volunteer support, client referrals Publics’ self interests: Need to be involved in community, need to feel invested in an organization that provides a valuable service, need to be personally involved in helping the lives of others. Primary messages: Primary Message #1: JFSOC offers services that help to better the lives of the community. JFSOC sees the potential in all people regardless of their situation. JFSOC provides hope to the seemingly hopeless. Primary Message #2: Support for the primary messages will come in the form of a client testimonial whose life has been impacted by the services and the people at JFSOC. Describe photos/graphics: Photo of client in everyday activities, photos of where he was before JFSOC became involved in his life. Third-party Influentials: JFSOC case managers and staff. 21
  26. 26. Jewish Family Service of Orange County Media Relations Tools Feature Release Restoring life IRVINE, CALIF. - His head hangs low and you can just barely make out the tears welling up in his eyes as he wrings his hands searching for words that match the emotion coursing through him. He tilts his head back and his blue weathered eyes glint with moisture as the dam breaks and the tears begin to fall down his face and across the gleaming smile. Jerry Rush lets out a halfhearted smile sitting with his back pressed against the chair his work shirt still pressed at the edges but showing a days worth of honest work. The calloused hands flat- tening out the dirty work pants that are marked by his toil. But the smile alongside the tears say what he can’t. He sits up and steadies himself. “I go to bed at night and can’t wait to get up the next day,” he says. “Everyday is a gift and I’m not wasting any of them.” Four years ago Rush called an alleyway in downtown Santa Ana home and everyday brought a quest for escape into a world laced with alcohol and drugs. He was a shadow of the man he had been in years prior dragged down by a series of events that he was not equipped to handle on his own. He ended up turning to Jewish Family Service of Orange County and found a respite there and people who were dedicated to bringing his life back into focus. “Jerry was just one of those cases that when you looked at him you saw the potential but get- ting people to see that for themselves is the real struggle,” said Nancy Alameh, case manager at JFSOC. But before he found JFSOC Rush had to find the bottom first. “ I had a family, a wife and a daughter. A good job and a home that I did yard work on every Sat- urday morning,” Rush said. Then it fell apart. Rush lost his job as a manager of a car restoration garage and he struggled to find steady work. He began to drink, at first to dull the impact then to just feel numb to it all. “I became a fixture in the bar and I began to look forward to getting up and finding that first glass of escape,” he said. It began with a trip to the bar in the evening after his 5-year old daughter was in bed for the night once or twice a week. Rush would tell his wife he needed to walk but she knew where he was going. Then it began to be every night with the unemployment checks and his wife’s job as a day care teacher keeping the family afloat. His nights began spilling into mornings and he would wake up hung over the next morning in his car - his cell phone a reminder of the pain and worry at home when he didn’t call or return for the night. “I don’t blame her for leaving, but at first I did. Now I see I gave her no choice,” Rush explains. After almost a year of never knowing when and where he was his wife packed her and her 22
  27. 27. Media Relations Tools Jewish Family Service of Orange County Feature Release - continued daughter’s things and left. She moved in with her mother 80 miles away and stopped returning his phone calls when the alcohol destroyed their communication. The house went next after the unemployment stopped. Rush simply stopped opening the mail and the checks stopped coming in. His spiral continued until two years later he was pan handling and combing the streets looking for the next chemical to take away his pain. The alcohol led to drugs and he found solace at the end of a pipe filled with crystal meth. “I felt invincible when I was high and I didn’t care whom I hurt to get the next round of that feel- ing,” he said. It was standing in a line for food at a soup kitchen in Costa Mesa that the first wake up call hit him. His quest for escape the day before had not been especially fruitful and he was feeling the burn to find his next fix but the hunger pains had started when the drugs began to wear off. Look- ing around he began to see families in the street and instead of remembering his own family lost in the haze a couple years before he began to feel greed for what they had. A bicycle he could pawn, a basket of clothes he could barter with. Money in their pockets for the laundromat just down the way. He remembers telling himself that it was right there for his taking and he deserved to have what he needed. He even got so bold as to walk up to a woman and her two young children and begin to reach for their cart. And that’s when it struck him. He pulled his hand back and tried to smile but the damage was done. The woman grabbed her daughter and yelled to her son to hold onto the cart as she quickly crossed the street as traffic poured down it. Rush left the area and never returned ashamed at where he had almost gone. He said he felt the pang of guilt and sat for two days in an alleyway in Santa Ana before he drug himself to a shelter for food. But it was not the final wake up call. A month later he lay drunk and high in his own feces and urine in the gutter behind a strip mall. A storekeeper called 911 when Rush didn’t respond to repeated attempts to get him to wake up. Two days later he awoke at the Western Regional Medi- cal Center. That was the wake up call he needed. The nurse found him crying in his bed, Rush said it was the first tears he had let go in more than two years, and they came out in torrents. She talked to him and he found that the haze of alco- hol and drugs weren’t there anymore to protect him. It all came rushing out. She referred him to JFSOC in Irvine. In part because she felt it was away from the “sphere of influence” in Santa Ana. He called from the hospital and a case manager came to visit him. His burn for the drugs and alcohol making normal conversation now difficult, but the drive he had to leave the haze was fight- ing the urge down. A week after the stay in the hospital he was in a hotel room that JFSOC had found for him. He went to their offices and set up counseling and worked with the employment development manager. “They had every avenue covered, from a place to stay to how to get clothes and where to wash 23
  28. 28. Jewish Family Service of Orange County Media Relations Tools Feature Release - continued them, absolutely everything,” Rush said. “Jerry is the reason we do what we do,” said Alan Zamosky CEO of JFSOC. “Nothing can compare to having someone turn their lives around and then reach back and remember where he was and who is still there.” Rush has taken on the role of returning the kindness by sharing his story and how putting faith in others ultimately led him back to finding the faith he once had in himself. Back to the man sitting in the booth in the diner in Costa Mesa, four years removed from the alley in Santa Ana, Rush with tears still streaming down his face and across the smile looks at the other diners. He doesn’t wipe the tears away and he explains he’s not ashamed; he’s just a man. He is hu- man with faults and weaknesses and for him that’s OK he said. He spent a year under the protective wing of JFSOC and can tell a story about everyone he came across in his time there. “He brings tears of joy to me every time I see him and that’s worth all the work together, he wasn’t an easy guy to keep on track but once he was you knew it was going to stick,” said Alameh. “I fell off the wagon more than once and they would just dust me off and put me back upright and send me back out,” Rush said, “ eventually I didn’t anymore and then the pieces began to click for me.” He got a job as a mechanic at an auto body shop, and calls an apartment in Tustin home. He even has a cat that his daughter found on one of his weekends that he has visitation. He has a bank ac- count with a savings and a car that he put back together from the brink of the scrap yard. He likens it to his own life. “When I go to work and I put together a car that was broken it’s all I need as a reminder,” he said. “Every life needs to be fixed at times and every person is worthy of that chance. Every person.” 24
  29. 29. Media Relations Tools Jewish Family Service of Orange County Staged Event Media Alert Outline Key Public: Local Media (COAST magazine, OC Metro, OC Register, 944, OC Life, OC Business Journal, Orangecounty.com, OC Family magazine, OC Jewish Life) Action desired from publics: To be featured in local media outlets. How does this action tie to the key public’s self interest? Human interest stories always draw reader attention to articles and an event like this is something that warms the heart and draws attention towards a non-profit that may not be well known but does amazing deeds. Overriding message/theme: Seniors Branching Out incorporates the theme of the organization and emphasizes the social factor of the event. Primary Messages: Primary Message #1: This is the first time this event will be happening, but it plans on being an annual event from now on. How will you support the primary message? (data, facts, testimonials, etc.)? A quote from CEO of JFSOC exclaiming how there hasn’t been an event like this at JFS since its founding 44 years ago. Primary Message #2: Wouldn’t you want your grandma or grandpa to have at least one day of fun? How will you support the primary message? (data, facts, testimonials, etc.)? Not many elderly people have the health to drive themselves to places so their social life tends to sit on the back burner. A testimonial statement from a client of Silver Streak can explain how JFS has changed that. Describe photos/graphics: Photographs will be taken by volunteer professionals at the culmination of the event, and will serve as keepsakes for the participants and their families. They will be taken as family portraits to emphasize the “grow with our family tree” theme of JFSOC. Third-party influentials: A quote will be used as the beginning introduction to the media alert to draw the atten tion of the journalist or editor. Slogan or tagline: Seniors Branching Out – Make like a tree and leaf! Production Deadline: May 28, 2011 25
  30. 30. Jewish Family Service of Orange County Media Relations Tools Staged Event Media Alert JEWISH FAMILY SERVICE OF ORANGE COUNTY HELP SENIORS BRANCH OUT IN FIRST ANNUAL SILVER STREAK BUS FIELD TRIP Senior Citizens experience a full day of fun and social activities, sponsored by JFSOC’s popular senior transportation program. Saturday, May 28, 2011 9am-2pm 1 Federation Way, Suite 220 Irvine, Calif. 92603-0174 WHAT: Jewish Family Service of Orange County is proud to be initiating its first annual “Seniors Branching Out” program for its clients who normally do not get to be out and about as often as they would like. This event will start at JFSOC’s offices in Irvine and buses sponsored by the organization’s Silver Streak transportation program will take 30 seniors around Orange County to destinations such as an art museum, the beach and a local farmer’s market. Lunch will be provided courtesy of the Sarducci’s Capistrano Depot, a south Orange County Italian restaurant. The day will end with a return trip to the Hillel Jewish Campus, where participants will be greeted by their family members and loved ones. Volunteer photographers will be on-hand to take profes- sional portraits of the families as a keepsake for the event. Portraits will also be taken of the JFSOC family including staff, clients and volunteers. WHEN: Saturday, May 28, 2011 9am-2pm WHERE: 1 Federation Way, Irvine, Calif. 92603-0174 WHO: Jewish Family Service Orange County, founded in 1966, is a nonprofit organization that offers senior socialization services, bereavement counseling, support groups, financial empow- erment assistance, and case management. JFSOC strives to create a loving, family environment where the individual can grow and thrive. For more information, please visit www.jfsoc.org. CONTACT: Kerri Gee (949) 435-3460 Marketing Director 26
  31. 31. Media Relations Tools Jewish Family Service of Orange County Media Pitch Email Outline Key public (audience): OC Register, 944, Riviera, OC Metro, OC Family, COAST, OC Business Journal, UCI weekly newspaper Action desired from public(s): To publish a news story about JFSOC Silver Streak transportation program. n How does this action tie to the key public’s self interest? This would be a human-interest story that gives an opportunity for their readers to poten tially relate to and to just enjoy reading. PrimaryMessages: Primary Message #1: Silver Streak is a way for senior adults to get out in the world and enjoy life like everyone else. How will you support the primary message? (data, facts, testimonials, etc.)? Explain where Silver Streak can take people (market, doctor’s appointments, to see family, etc.) and how it impacts their lives. Primary Message #2: The Silver Streak program at JFSOC provides transportation to various places to seniors who are unable to drive themselves. How will you support the primary message? (data, facts, testimonials, etc.)? Provide information regarding how many senior adults cannot drive, but need help getting to various places and appointments. Testimonial: Give examples of senior’s experiences on the Silver Streak, and provide quotes presenting their gratitude. 27
  32. 32. Jewish Family Service of Orange County Media Relations Tools Media Pitch Email Outline - continued Primary Message #3: Volunteers are always appreciated to help seniors get where they need to go, connect with friends, be social, and enjoy life. How will you support the primary message? (data, facts, testimonials, etc.)? Show that seniors can live life they way they want to because JFSOC’s Silver Streak program volunteers. Get quotes from volunteers about how rewarding and enjoyable their experience is. Describe photos/graphics: Photos could include actual clients of JFSOC riding the Silver Streak with smiles on their faces and excitement in their eyes. Third-party influentials: Testimonials and quotes from people who have experienced the Silver Streak would be very influential, and could be used as promotion for future Silver Streak riders, because they would show potential riders the positive experience Silver Streak provides. Personal stories illustrating a day full of fun and adventure would definitely spark a potential client’s interest. Slogan or tagline: “Seniors Branching Out” Production deadline: Ongoing story, many testimonials would be appreciated and encouraged for attracting new people. Specific media to receive information: Local media for example: OC Register, 944, Riviera, OC Metro, OC Family, COAST, OC Business Journal, UCI weekly newspaper Proposed follow-up with media, if any: Follow-up emails, thank you letters, emails providing further information and/or answer ing specific questions 28
  33. 33. Media Relations Tools Jewish Family Service of Orange County Media Pitch - E-mail Subject Line: Seniors Branching Out in Orange County Bryan Miller miller@ocregister.com Dear Bryan, To follow up with your recent article about Orange County’s need for older adult events and social activities, I would like to invite you to attend one of the biggest senior events this Spring. Jewish Family Services of Orange County are teaming up with Sarducci’s Capistrano Depot and the Laguna Playhouse to send senior citizens on a wild scavenger hunt throughout the county. 30 participants will fill two busses and venture throughout the town, participating in social activities. Each partici- pant will be provided one video camera and be tasked with creating videos of specific tasks. The hunt will end at JFSOC headquarters in Irvine, where 165 family members be waiting to cheer them on to the finish. Maryanne Photography has donated services and will be taking family por- traits; each senior will receive one complimentary framed 8X10. What: JFSOC Make Like a Tree and Leaf Senior Scavenger Hunt Where: 1 Federation Way, Irvine CA (Click here for directions) When: May 28, 2011 9 a.m. – 2 p.m. Please see our electronic press kit for more information I will be in touch later today to see if you have any questions or to arrange an interview with the CEO Alan Zamosky. (He’s been featured here and here for his excellence in non-profit work throughout Orange County!) Sincerely, Sivonna Haas JFSOC Marketing 29
  34. 34. Jewish Family Service of Orange County Media Relations Tools PSA - Script for radio Alan Zamosky: “Hello, my name is Alan Zamosky and I am CEO of the Jewish Family Service of Orange County. Here at JFSOC we are dedicated to extending out branches and growing our family tree. When the unexpected happens, we are here to provide a shade of love, protection and compassion for you to stand under. Ever since 1966 we have been providing the local community with the sup- port they need during the most difficult times of their life. Whether it be a single mother looking for that shoulder to lean on, or a son learning to cope with the loss of his father – we are provide invaluable support through one on one counseling and personalized programs. Join our family and be the roots of our tree by contributing to this organization that never stops branching out. Call us at: 949-435-3460 or visit our web site at www.jfsoc.com.” 30
  35. 35. Media Relations Tools Jewish Family Service of Orange County Spokesperson Biography Loving Her Life of Service for a Family of Services: Spotlight on Marcia Marcinko, Director of Volunteers and Community Outreach, Jewish Family Service of Orange County Marcia Marcinko is Jewish Family Service of Orange County’s recruitment guru. She manages over 80 volunteers from four different recruitment centers across Orange County. Marcia screens volunteer drivers for the Silver Streak senior citizen ride share program and works to expand the campaigns to larger audiences. Silver Streak is JFSOC’s free older adult transportation program created thanks to a grant award- ed by the Orange County Transportation Authority. With the Silver Streak, Orange County’s senior citizen population can travel, socialize, run errands and explore the city while under the care of trained and trusted volunteer drivers; this program is offered at no cost to riders or caregivers. It is just one of the many services JFSOC offers to Orange County citizens, as a way to develop a family of support for any one in need. Almost 30 years ago Marcia began working at JFSOC as a secretary. She was attracted to JFSOC because of the non-profit’s emphasis on caring for others without judgment. Creating a family of support to help nourish those in need resonated with Marcia. As a mother of three young children in grade school, Marcia worked tirelessly to earn a living for her family while continuing to support her local Jewish community. Her hard work and inviting personality moved her up in the ranks and with time Marcia became the leader that she is today. Marcia became known in the community as a resource for volunteer recruitment. She was brought in board as an assistant director of Homework House, an organization that offers free tutoring to “at-risk” school children in Orange County. Marcia works around the clock to connect volunteers to her two organizations. A woman of God and a lover of children, Marcia is out to improve the world around her. Her goal is to invite as many individuals as possible to share the joy and fulfillment she experiences when she volunteers to serve others. Marcia would be honored if you would join her Saturday, May 28, 2011, from 9 a.m. to 2 p.m. to volunteer for the Seniors Branching Out: Make Like a Tree and Leaf senior treasure hunt. Visit jfsoc.org for details or email marcia@jfsoc.org. 31
  36. 36. Jewish Family Service of Orange County Media Relations Tools Blog Our Family Tree A Look Into JFSOC Posted February 2, 2011 About Us JFSOC is an Irvine-based non- Evelyn’s Story profit that offers senior social- ization services, counseling, Hello, my name is Evelyn P., and I’m a part of the JFSOC family bereavement support groups, tree. I’m not a client, and I don’t work at the organization. But I owe and case management. them everything. Click Here to Visit Our Website My mother, pictured at left, became a widow in 2005 after my father, her husband of 60 years, died of a stroke. She was, to say Followers the least, heartbroken. Over the next few months, I saw my mother become more and more reclusive. My father had been her world, and without him it was like she didn’t know what to do with her time. She began sleeping in later and going to bed earlier. She hardly left the house, she hardly smiled. Within a year I saw my once vibrant, energetic mother become listless and distant. I knew I needed Blog Archive to get her help, but I didn’t know who to turn to. q2011 (6) uJanuary (4) That’s when a friend from my synagogue told me about qFebruary (2) Jewish Family Service Orange County. The employees there really took Not Just a Secretary an interest in my mother; they talked her one-on-one and figured out Evelyn’s Story exactly what she needed to start feeling like herself again, including bereavement counseling. They also got her riding the Silver Streak, a bus that took her to her doctor’s appointments, the grocery store, and wherever else she needed to go. She began talking to the other riders and going to social events. JFSOC became a regular part of my moth- er’s life. Slowly, I began to see her reemerge from her grief and become the woman she was. My mother passed away in 2008. At her memorial service, I was touched at how many people from JFSOC showed up. Friends, Silver Streak drivers, even the receptionists at JFSOC’s office were there. They shared fond, loving memories of my mother, and it really sank in how much a part of the JFSOC family she had become. She died the happy, outgoing woman I always knew her to be, and it was thanks to JFSOC. I have since kept in touch with many of my mother’s friends from JFSOC. I’ve never used their services myself, yet these incredible people continue to reach out to me and make sure I’m okay. I can’t put into words how much it has meant to me that my mother—and I— could become a part of this wonderful family tree. 32
  37. 37. Media Relations Tools Jewish Family Service of Orange County Blog - continued Our Family Tree A Look Into JFSOC About Us Posted April 30, 2011 JFSOC is an Irvine-based non- Make Like a Tree profit that offers senior social- ization services, counseling, Hey there! I’m Greg; I’m a photography student at bereavement support groups, Chapman University and a member of our Hillel organi- and case management. zation. Yesterday I volunteered at JFSOC’s first annual “Make Like a Tree and Leaf,” event. In case you haven’t heard about it, let me fill you in: JFSOC sent out a sur- Followers vey to over a hundred senior citizens, asking them their favorite places to go. Once they had their answers, JFSOC picked 30 seniors for a dream day. They filled two buses and took these incredible seniors to a museum, a farm- er’s market, and out for lunch. I tagged along to the museum, where I met this amazing woman named Catherine. She used to be a high school art teacher, but she’s been retired for 20 years. She walked me around and taught me about each of the pieces. Blog Archive While we were walking she told me that she hadn’t been out of the q2011 (6) house much lately and had been re- uJanuary (4) ally lonely, and that she felt like this uFebruary (5) event was a turning point for her. uMarch (4) Seeing her face as she got to expe- qApril (5) rience something she loves--and Time for Change watching her make new friends- Silver Streak Stories -was an experience I will never Roger’s Story forget. Day of Service Pics Make Like a Tree After the museum, lunch, and the farmer’s market, we headed back to the Samueli Jewish Campus. JFSOC had invited all of the seniors’ families to the campus for professional-quality family photos. There was even a “JFSOC Family Photo,” for those who didn’t have loved ones present. I was actually there as a volunteer photographer, so I set up my equipment and helped pose the families in front of backdrops. The shots came out beautifully, if I say so myself! I’m so excited to send them out to all of the families, and I’m even more exited to do this again next year. 33

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