This document outlines a communication plan to raise awareness of the Evans Scholar Foundation scholarship in Southern Indiana. The plan has two main goals: increase Evans Scholars from Southern Indiana by 5 over two years and develop two new caddie programs. Strategies include visiting golf courses to promote caddie programs and high schools to inform potential candidates. The timeline details short-term goals over two years and long-term goals to continually evaluate and improve the plan. The document analyzes target audiences and how to effectively communicate the scholarship opportunities using persuasive techniques.

1. Western Golf Association: Evans Scholar Foundation
Increasing Participation of Southern IndianaCaddies
Jonathon Orr V-436 12/01/2014

2. Table of Contents
I. Project Summary................................................................................................................ 2
Goals
Objectives
Mission Statement
Target Audience
II. Elevator Speech.................................................................................................................. 4
Example
III. Communication Approaches .......................................................................................... 5
Audience Justification
Project Goals
Strategy #1
Strategy #2
Sample
IV. Time Line...........................................................................................................................10
Short-Term
Long-Term
Why Does this Even Matter?
V. Class Content.....................................................................................................................13
Exercise Summary
VI. Works Cited .......................................................................................................................14

3. WESTERN GOLF ASSOCIATION: EVANS SCHOLAR FOUNDATION - DECEMBER 2014 2
Project Summary
Goals
The goal of this plan to raise awareness and participation of the Evan Scholar Foundation to
potential candidates throughout Southern Indiana.
Objectives
 Visit golf courses around Indiana to gain traction and support for the creation of caddie
programs.
 Visit schools in communities surrounding golf courses with existing caddie programs.
 Revisit high schools who have access to newly created caddie programs.
Mission Statement
Founded in 1899, the Western Golf Association conducts world-class championships for
professional and amateur golfers, promotes the use of caddies and oversees the Evans Scholars
Foundation that awards college scholarships – including full tuition and housing – to caddies
with limited financial means.
Target Audience
The target audience for this communication plan are male and female high school students
located in Southern Indiana that are planning to attend college and potential caddies that are of
freshmen or sophomore standing located in Southern Indiana that are planning to attend college.

4. WESTERN GOLF ASSOCIATION: EVANS SCHOLAR FOUNDATION - DECEMBER 2014 3
The requirements for the scholarship includes at least two years of caddie experience,
outstanding character, great academics and proof of limited financial resources (“Who We Are”).
 Current Male and Female Caddies
o In high school standing
o That plan to attend an in state college
o With at least a B average GPA
o That demonstrate financial need
o Possess outstanding character, integrity, and leadership
o That live in Southern Indiana
 Potential Male and Female Caddies
o Be in freshman or sophomore high school standing or middle school (to earn
at least 2 years of experience)
o That plan to attend an in state college
o With at least a B average GPA
o That demonstrate financial need
o Possess outstanding character, integrity, and leadership
o That live in Southern Indiana
The secondary audience for this plan are parents of current caddies, parents of potential caddies,
teachers, principals, club professionals, caddie masters, and golf course managers. From my
personal experience I know that the influence of the secondary audience can be quite effective.
 Parents
 Teachers
 Principals

5. WESTERN GOLF ASSOCIATION: EVANS SCHOLAR FOUNDATION - DECEMBER 2014 4
 Golf Professionals of Southern Indiana Golf Courses
 Caddie Masters
 Managers of Southern Indiana Golf Courses
Elevator Speech
This elevator speech is intended to be used by the Evans Scholar Foundation when speaking to
potential caddies and candidates.
Example
What if I told you that you could attend a Big 10 University and graduate completely debt
free? What if I told you that you would be paid to earn a scholarship during the summer? If this
seems like a great opportunity to you, you could be eligible for the Chick Evans Caddie
Scholarship. The Evans Scholarship is a non-profit organization that strives to send deserving
caddies to college. Over 200 caddies are sent to 14 different scholarship houses across the
country every year. The requirements for this tremendous scholarship are simple: you must
caddie for at least 2 years, have a B high school average, demonstrate financial need, and possess
outstanding character.
The Evans Scholar Foundation is not just a scholarship, it’s an invaluable reward with
endless opportunities. After receiving the Evans Scholarship you will have the chance to network
with thousands of past alumni and multiple top 40 company executives. The scholarship will
connect you to the people who can further your career the most. Don’t let this opportunity slip
away!

6. WESTERN GOLF ASSOCIATION: EVANS SCHOLAR FOUNDATION - DECEMBER 2014 5
Southern Indiana caddies are in great demand. Your chances for earning this scholarship
have never been better! Contact your local golf course today for more information about how to
start caddying. If you are interested in applying for the scholarship you can visit the Western
Golf Associations website at WWW.wgaesf.org to apply online.
Communication Approaches
Audience Justification
The primary audience for this communication project are college bound high school
students. These students will be required to have at least 2 years of caddie experience before they
are eligible for the scholarship. To further narrow down our audience, we can say that unless the
student is already a caddie they must be a freshmen or sophomore. The scholarship selection
process takes upwards of 6 months; this makes it possible to become a caddie while you are a
sophomore and still be able to complete the application before the end of your junior year.
The caddies of Southern Indiana are extremely deserving candidates. According to a
poverty study performed by the Applied Research and Education Center at the University of
Southern Indiana, the poverty rate for Southern Indiana has risen by almost 60% from 2000 to
2010 (Bielman). This devastating statistic reveals the reality of this growing problem. I have
personally chosen to target this audience because of my firsthand knowledge and experience of
being a caddie from Southern Indiana. I can personally say that I am very fortunate for being
selected for this scholarship and I wish to extend this invaluable experience to more people from
my region.

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Project Goals
1. The first quantifiable goal of this project is to increase the amount of Southern Indiana
Evans Scholars by five in the timeframe of two years. This will result in a history of
helping a total of ten deserving caddies from Southern Indiana.
2. The second goal is to develop and create at least two new caddie programs south of
Indianapolis in two years.
Strategy #1
One approach to spread the awareness of the Chick Evans Caddie Scholarship in Indiana
is to increase the amount of caddie programs throughout the state. This will not only increase the
total amount of caddies in Indiana, it will increase the number of potential candidates as well.
This can be accomplished by visiting golf courses throughout the state and demonstrating to
them the benefits a caddy program can add to their course. This approach would be reaching the
secondary audience and is a way to penetrate the circles of communication as described by Bonk
in the book titles Strategic Communications for Nonprofits. The Evans Scholar Foundation will
need to strategically approach how they communicate their intentions to the golf course
managers. As can be expected, the golf courses will be hesitant about starting a program with the
risks and costs associated with it. A persuasive speech should rely on ethos, pathos, and logos to
sufficiently address all the benefits a caddie program could provide (Jones). I suggest that the
Western Golf Association appeal to the secondary audience (golf course managers) through
ethos by having the person presenting the information an Evans Scholar Green coat (employee)
or even a caddie from Southern Indiana. Appealing to the audience’s ethos will establish a
connection with them on a personal level and will help to build credibility just as Aristotle did
with his students (Jones). Next, the presentation must connect with the audience’s pathos or

8. WESTERN GOLF ASSOCIATION: EVANS SCHOLAR FOUNDATION - DECEMBER 2014 7
emotions. The best way to do this is to explain how the organization has helped send thousands
of deserving caddies to school all across the nation. I suggest that if a past Southern Indiana
Caddie is presenting that they tell their own personal story about receiving the scholarship and
how it has helped them. The connection the audience can make with example is that a problem
exists, it affects the community where I live, and that I can become a solution. Lastly, the
presentation must appeal to the audience’s logos by explaining the benefits the program will
have on their image. For example, implementing a program that offers deserving caddies a full-
ride scholarship to a major university will draw attention to not only the Evans Scholar
Foundation, but to the sponsoring course as well. The increased publicity can be quite beneficial
and could increase the number of players that choose to play at the course. This example uses a
mix of inductive and deductive reasoning (Jones). The Evans Scholar Foundation is good, our
course supports and sponsors them, therefore we are good (Jones).
Strategy #2
Another step to increase awareness and participation of the Chick Evans Caddie
Scholarship in Indiana is to reach out to potential candidates. This can be done by traveling to
high schools around Indiana to talk to potential candidates and potential caddies. The goal of this
step would be to simply educate potential applicants about the scholarship and the opportunities
it provides recipients. As mentioned above and quite possibly using the same examples, this
presentation must appeal to the audience’s pathos, ethos, and logos (Jones). The presenter must
also make their points “stick” with the audience. The reading titled Going Public… by Herbert
Simons and Jean Jones, mentions that a deliverable must contain six “sticky points” to be
effective. The first point is simplicity. I suggest that listing the requirements for the scholarship
and explaining how each item can be obtained and access will help to make the application
process more appealing. Next, the message must be unexpected. This can be accomplished by

9. WESTERN GOLF ASSOCIATION: EVANS SCHOLAR FOUNDATION - DECEMBER 2014 8
simply explaining how you can earn full-ride scholarship while being paid. The aspect of not
requiring large amounts of hard to achieve things makes the scholarship surprising and
interesting to people. The third point is that the ideas must be concrete. An example of this
would be to list the accomplishments past scholars have achieved such as jobs, awards, and
degrees. The Evans Scholar Foundation could also use the internally generated statistics
revolving around graduation percentages and GPA averages to establish that they represent an
educational institution. The fourth aspect is the message must be believable. I suggest that the
presenter tell a personal story about how the scholarship has affected their life and how they
were once in the same position as them. The fifth element is emotional. Again, this emotional
connection could be established by the presenter telling a personal story about their scholarship
experience. Lastly, the speech must contain stories. After the presenter tells his own personal
story they could go into further details about the incredible story behind the Evans Scholars
Foundation and how it was created. This approach not only targets the primary audience, it
targets the secondary audience as well. The goal of reaching the secondary audience is to reach
one of the innermost circles of communication, family and relatives (Bonk pg. 53). Educating the
parents of potential and current caddies will increase the chances that potential candidates follow
through with the application process (Bonk pg. 53). The process for analyzing and processing
these audiences is called audience mapping (Garnet pg. 42). This process includes immediate
audiences or the people who the message is designed for, the primary audience or caddies that
decide to apply for the scholarship, and the secondary audience who are the people who are
affected by the actions of the primary audience, such as parents (Garnet pg. 42). The very last
step in reaching this audience is providing a flyer or brochure with most important information
listed.

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Sample
Shown below is an example of what a flyer or brochure could communicate to potential
candidates and caddies.

11. WESTERN GOLF ASSOCIATION: EVANS SCHOLAR FOUNDATION - DECEMBER 2014 10
TimeLine
Short-Term
Year 1
2nd Quarter:
 Contact potential golf courses about caddie programs.
 Locate and contact schools surrounding golf courses with existing golf caddie programs.
3rd Quarter
 Tour Indiana visiting selected golf courses demonstrating the benefits of a caddie
program.
4th Quarter
 Visit schools surrounding golf courses with existing golf caddie programs to spread
awareness to high school students.
Midpoint Evaluation evaluating progress thus far.
Year 2
2nd Quarter
 Revisit golf courses to encourage growth and show support.
 Visit schools surrounding golf courses with newly implemented golf caddie programs.
3rd Quarter

12. WESTERN GOLF ASSOCIATION: EVANS SCHOLAR FOUNDATION - DECEMBER 2014 11
 Revisit a selected amount of high schools from last year.
4th Quarter
 Evaluate the number of Indiana applicants and number of newly created caddie programs
throughout the plan.
Long-Term
The long-term goal for this project is to inform potential candidates in Southern Indiana about
this invaluable opportunity and eventually transform Southern Indiana into another competitive
region for the Evans Scholarship.
Year 3
 Reevaluate the effectiveness of the communication plan.
 Make changes to communication plan.
 Establish and plan a new communication project.
 Implement newly designed plan.
Year 4
 Continue implementing new communication project.
 Evaluate effectiveness at the midpoint.
 Make necessary changes to plan and continue implementation.
Year 5
 Evaluate progress of past communication plans and decide whether to continue or to
focus efforts elsewhere.
Why Does this Even Matter?
The timelines expressed above, and the project in general, are an important asset to the Evans
Scholar Foundation for many reasons. One of the missions of the Evans Scholar Foundation is to
send deserving caddies to school. This project not only expresses how to reach them; it explains
how to effectively communicate and reach an extremely deserving audience. The timeline is

13. WESTERN GOLF ASSOCIATION: EVANS SCHOLAR FOUNDATION - DECEMBER 2014 12
important because it breaks the project down into an easy to follow, step-by-step, guide. The
timeline is useful to the Evans Scholars Foundation because it aids in the foundation’s goal of
sponsoring one thousand caddies all in the same year (“Who We Are”).

14. WESTERN GOLF ASSOCIATION: EVANS SCHOLAR FOUNDATION - DECEMBER 2014 13
Class Content
Exercise Summary
The communication project was an extremely important assignment for the class.
Creating a whole project focusing on something we care about allowed us to fully immerge
ourselves in a project that would otherwise be difficult. The project allowed me to test my own
knowledge about communication and reinforced what I already knew. It is very difficult to
understand and retain concepts without the hands-on experience of implementing them. The
project allowed me to do just that.
The project was helpful to realize how difficult and painstaking effective communication
can be. The project brought the concepts from just being words in books to being the framework
and complete focus of an operation. Understanding what audiences should be focused on and
how to decide on what medium to reach them through was only one of the important skills the
project has taught me. Analyzing how to make a persuasive and sticky message is skill that will
be beneficial in the future. The project was an excellent opportunity to create a technical plan
without getting into too much detail. The circumstances under the project allowed us to focus on
the purpose rather than getting caught up in the practicality or implementation of such a project.
Lastly, the project helped me to realize why I became a SPEA major. I now fully understand that
I care deeply about helping other people and classes like this are the tools SPEA provides me to
enable me to do just that.

15. WESTERN GOLF ASSOCIATION: EVANS SCHOLAR FOUNDATION - DECEMBER 2014 14
Works Cited
Works Cited
Beilman, Elizabeth. "Study: Poverty in Southern Indiana Increased by 59 Percent over 10 Years." News
and Tribune. N.p., 29 Oct. 2014. Web. 09 Dec. 2014.
<http://www.newsandtribune.com/news/study-poverty-in-southern-indiana-increased-by-
percent-over-years/article_da793f32-5f09-11e4-9b8b-93ec54ad047f.html>.
Bonk, Kathy. Strategic Communications for Nonprofits: A Step-by-step Guide to Working with the
Media. San Francisco: Jossey-Bass, 2008. Print.
Garnett, James L. "Applying a Strategic Model." Communicating for Results in Government. N.p.: n.p.,
n.d. 34-71. Print.
Jones, J. "Persuasion." Persuasion in Society. By H. Simmons. N.p.: n.p., n.d. 15-30. Print.
Simons, Herbert W. "Going Public: Delivering a Presentation That Persuades." Persuasion in Society.
N.p.: n.p., n.d. 271-317. Print.
"Who We Are." WGA-ESF. Western Golf Association, n.d. Web. 09 Dec. 2014.
<http://www.wgaesf.org/site/c.dwJTKiO0JgI8G/b.6021363/k.2457/Who_We_Are.htm>.