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Campaign for Glenwood, Inc. The Autism and Behavioral Health Center of Alabama
 

Campaign for Glenwood, Inc. The Autism and Behavioral Health Center of Alabama

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This campaign was created as a class assignment at The University of Alabama in Fall 2009 on behalf of Glenwood, Inc. The Autism and Behavioral Health Center of Alabama.

This campaign was created as a class assignment at The University of Alabama in Fall 2009 on behalf of Glenwood, Inc. The Autism and Behavioral Health Center of Alabama.

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    Campaign for Glenwood, Inc. The Autism and Behavioral Health Center of Alabama Campaign for Glenwood, Inc. The Autism and Behavioral Health Center of Alabama Presentation Transcript

    • G Add Title Here Glenwood i The Autism & Behavioral Health Center of Alabama
    • G Table of Contents Design justification ............................................................................................. 1 Design Justification Summary .............................................................................................................. 2 Glenwood is devoted to helping indi- Secondary research ............................................................................................. 3 viduals reach their full potential and Primary research ................................................................................................. 5 be productive members of society. By Primary data results ........................................................................................... 6 providing services and training, individu- Situation analysis ................................................................................................ 7 als learn the life and professional skills SWOT and core problems statement ............................................................. 8 they need to flourish and thrive. Each skill is a building block for achievement Goals and objectives .......................................................................................... 9 and success. We recognize Glenwood’s Key publics overview ...................................................................................... 10 unique offerings in the continuum of Core facts .......................................................................................................... 11 care that focuses completely on individu- Messages, strategies, tactics als. We conceptualized a modern feel of General public .................................................................................... 12 Glenwood’s image to illustrate these ser- State policymakers ............................................................................ 17 vices. The block design through out this Families and people with autism .................................................... 20 proposal represents the services, skills and care that Glenwood offers to each Educators ........................................................................................... 25 individual. The Glenwood “G” in Vivaldi Calendar ............................................................................................................. 29 script is used to represent Glenwood Budget ................................................................................................................ 31 because it is more easily recognized than Evaluation .......................................................................................................... 33 the traditional logo by the general public. Appendix ........................................................................................................... 34 1
    • G Summary Glenwood Glenwood self-identifies as the “best In order to achieve this goal, it is impera- kept secret” in Alabama, as it touches the tive that the general public understands lives of more than 7,000 individuals and families affected by autism. Glenwood the impact of autism in society. Once the general public understands how autism Glenwood’s has an enormous opportunity to share affects children, adults and families, mission is “to increase its story further and impact thousands Glenwood can work to break down the more. Glenwood has the opportunity to general public’s barriers and increase increase awareness of the organization as a leader in autism services, which will awareness on a local and national level. awareness naturally increase the number of clients There is also a remarkable opportunity of the organization it can serve, as well as the number of do- nors, grants, volunteers and community in digital media to engage and inform many of the target audiences. By using as a leader in supporters. social media tools to engage with clients, advocates and supporters, Glenwood can autism services” Glenwood’s mission over the past year spread its mission and information about has been to increase public awareness autism, potentially benefitting thousands about autism and become a nationally of individuals on a daily basis – nation- recognized organization. ally and worldwide. 2
    • G Background Secondary Research Throughout the country, the number Glenwood has been a part of the Bir- up to six months for a child to receive a of children diagnosed with autism is mingham community for 35 years and proper test, which requires several hours. increasing at an alarming rate. One in strives to provide hope and compassion Autism is a lifelong disorder, thus mak- 100 children will be diagnosed with the through the integrity of its facilities. ing early childhood diagnosis critical. It disorder, and the rise of the now national is imperative that parents recognize the epidemic has resulted in the increased In order to successfully communicate the symptoms and have their child tested as need for specialized care and educational awareness of autism, Glenwood’s target soon as possible. facilities. The rise in occurrences of audiences must understand the effects autism in Alabama is undeniable. Ac- on those who are diagnosed with the cording to Easter Seals, Alabama children disorder, beginning with children. Chil- “ Alabama children with autism ages 3-21 who had received special education services had risen from dren diagnosed with autism demonstrate numerous characteristics that influence with autism ages 3-21 849 in 2000 to 2,737 in 2009. their behavior within social settings such who had received special education as restricted, repetitive and stereotyped Glenwood Inc., The Autism and Be- patterns of interests. Children who suf- services had risen from havioral Health Center of Alabama, has successfully provided intimate care and fer from autism often lack the ability to appropriately respond to social cues, and 849 in 2000 education for individuals diagnosed their lack of normal social interaction to 2,737 in 2009 .” with autism, as well as support for their leads to isolation. Though it is vital that parents, siblings and relatives. autism is diagnosed early on, it can take - Easter Seals 3
    • G Background Secondary Research Though some individuals diagnosed It is also crucial to understand the envi- The resulting Alabama Interagency Au- with autism have high functionality, it is ronment of other organizations and non- tism Coordinating Council with the Ala- undeniable that many people with autism profits operating or working in Alabama bama Department of Mental Health and need specialized care throughout child- that may affect both potential clients and Retardation developed a long-term plan hood and adult life. donors of Glenwood. for a comprehensive and coordinated statewide system of care for individuals Recognizing autism as a national epi- Because these organizations are mostly with autism spectrum disorder. demic has led to the development of volunteer-driven from the same poten- numerous specialized services including tial bases of volunteers and donors that early diagnoses, care centers, education Glenwood may seek, there is heightened during childhood and post school age, competition for resources and attention “Many people with autism therapy and accommodations for autistic of families and others affected by autism. adults. The increase of these services allows The Alabama Autism task force, estab- lished by Governor Bob Riley in 2008, need specialized individuals with autism to make positive examined the diagnosis and treatment care throughout childhood adult life.” advancements, but there is still an enor- of individuals with autism and reports mous need for more of these services. its findings and recommendations to the and state legislature. 4
    • G Research Primary Research Methodology The initial assessment of Glenwood’s Research was conducted among the gen- situation indicated that the organization eral public to determine Glenwood’s cur- primarily needs assistance with raising rent position in the community. The sur- awareness of the organization and the vey was given randomly to 98 people and services it provides. It was necessary to featured 19 questions. These questions conduct research to assess a benchmark will help accurately assess and address level of awareness for Glenwood and also Glenwood’s potential opportunities and analyze the effectiveness of its current threats. This method of research will also communication tactics and strategies. allow for effective analysis to determine successful methods to communicate with current and potential publics. Whois Glenwood ? 5
    • G Background Data Results • Nearly half of respondents were 18-25; the rest of the participants were equally distributed • • 45 percent of respondents are not comfortable donating online Almost all participants know “only18% recognized • Three out of five respondents were female what autism is; only 72 percent know the common signs Glenwood’s name” • 95 percent were Caucasian • Three out of five have a • Almost all had at least a high connection to someone with autism school education • Internet is the main source of • 89 percent were Alabama information and entertainment 3 residents for this audiencce • One-third of respondents had a combined house- • The Glenwood logo only has a four percent recognition rate “ out of 5 hold income of $100,000+ • Only 18 percent recognized have a • 43 percent were single Glenwood’s name connection • Half of participants have children to someone with autism” • 87 percent indicated they contribute to nonprofit organizations • 65 percent prefer donating small amounts over time 6
    • G Situation Analysis Situation Analysis Glenwood Inc., The Autism and Behav- Glenwood aspires to be a nationally One of Glenwood’s strengths – being ioral Health Center of Alabama serves a known organization and leader in autism, an established organization that is well unique need in the community, provid- yet has not achieved brand positioning regarded and grounded in tradition – is ing services for people affected by autism in the local nor statewide community. also a key challenge. By maintaining a and severe behavioral health needs. The organization appears unaware of the strong dedication to tradition, Glenwood Because it primarily serves clients who needs and expectations of the publics may face difficulties in competing with are often members of Medicare and Med- who seek to interact and contribute to its the numerous sister organizations on icaid programs, Glenwood relies heavily mission, while minimizing its efforts of both a state and local level. on volunteers and contributions from the outreach to various communities. community. Glenwood’s lack of understanding of the Glenwood can successfully reposition potential of investment in Web technolo- However, Glenwood has a skewed self- itself, increase strategic activities and gies, such as a strong Web and social perception of its organization, which become nationally known by enhanc- media presence, may alienate a younger affects the prospective results of both ing cohesion internally and externally and technologically savvy potential internal and external efforts to promote through the maximization of established donor base. The skewed self-perception awareness of the mission of the organiza- communication channels. and unwillingness to update its brand tion and to raise funds to support the or promote brand awareness could also mission. result in a dwindling donor population. 7
    • G Situation Analysis Core Problem/Opportunity SWOT By enhancing cohesion internally and Strengths : Opportunities: externally through maximizing existing • Strong and varied services available • Positioning as brand leader locally communication channels, Glenwood can • Well-established in the community and statewide promote brand recognition and success- • Commitment to clients • Enter digital environment with fully position itself as a leader in provid- strategic approach ing services for autism on the local, state and potentially national level. Weaknesses: Threats: • Skewed self-perception • Numerous statewide autism • Unaware of needs and expectations agencies (competition for resources of those who seek interaction with and volunteers) Glenwood • Lack of Web presence • Lack of understanding of digital tech- nology potential 8
    • G Goals and Objectives Goal Objectives Glenwood’s goal is to increase awareness 1. To raise awareness of Glenwood of the organization locally and statewide Inc., The Autism and Behavioral by enhancing existing relationships and Health Center of Alabama, among building relationships with the commu- 300,000 people of the general public nity, without affecting support for other by April 2011. organizations by emphasizing the unique 2. To obtain 500 more “Autism Heroes” offerings of Glenwood Inc. and donations to support Glenwood’s mission by October 2011. 3. To increase knowledge of autism and its signs and symptoms among 250,000 people of the general public by October 2011 4. To improve perception of Glenwood’s relationship with key publics by increasing online interactions to a minimum of 5 per week by November 2010. 9
    • G Key P ublics Overview Four publics have been chosen for this campaign that align with the objectives Families of people with autism are appre- ciative of Glenwood’s support in their ev- 1. General public to enhance existing relationships and eryday lives, and they want to give back. to build stronger relationships in new Providing families with an opportunity publics and communities. Most of the to get involved will fulfill their desire to 2. State policymakers general public is unaware of Glenwood; participate in the fight against autism, however, they are the most likely to get all while contributing to Glenwood’s involved and donate micro-amounts with minimal persuasion after becom- mission. Additionally, they will naturally promote Glenwood via word-of-mouth 3. Families and people ing aware of Glenwood’s services and within the autism community. Finally, with autism the needs within the community. State future educators are highly likely to take policymakers may be aware of Glenwood on a cause to which they can commit re- on a general level, but need further infor- mation to raise their awareness of Glen- sources and time. Autism and Glenwood can become that cause if these students 4. Educators wood’s services that benefit residents are provided resources and tools on how of Alabama. They will be important to to get involved. assist in promoting events in their local communities, while leading Glenwood’s mission in the state legislature. 10
    • G C ore Facts Core Facts Autism and related disabilities are severely Glenwood is a nonprofit organization Glenwood is committed to research and is a handicapping, neurological disorders which incorporated in 1974 for the purpose of member of a scientific research community begin at birth or by age 3 and affect multiple educating and treating individuals diagnosed affiliated with the University of Alabama areas of development. They are developmen- with autism, emotional disturbances and at Birmingham that includes physicians, tal disabilities that typically involve delays mental illnesses. Glenwood is devoted to scientists, clinicians, Glenwood staff and and impairment in social skills, language helping individuals reach their full potential Glenwood Board members. and behavior. Autism is a spectrum disorder, and be productive members of society. meaning it affects people differently. One in 100 children is diagnosed with Through state-of-the-art training for person- autism. Because there is no cure and the There is no known cause of autism and nel, collaboration with nationally renowned cause is unknown, education and the vital related disorders. Until the cause of autism is clinicians and linkages with academic health services that Glenwood provides are the only determined, Glenwood must focus its efforts centers for clinical care and research, Glen- way to combat autism. on providing research-based interventions wood assures the highest quality services for children faced with these disorders. to consumers and families in the state and Glenwood’s services are supported by com- region. munity donations that go directly toward Glenwood leads the state in providing funding Glenwood’s mission to provide be- behavioral health care and educational The treatment, education and welfare of each havioral health care and educational services. services that are responsive and complimen- individual are important, and they should be tary to a continuum of care for persons with based on best-practice concepts. unique mental health disorders. One in 100 children is diagnosed with autism. 11
    • G General P ublic General Public Primary Messages The general public is a broad audience of Autism can shatter life as you know it. local communities and neighboring areas Education and knowledge are your only surrounding Birmingham that can be tools. Get informed. easily influenced and reached through mass media. They are mostly unfamil- Pecans have a purpose. Your gift will iar with Glenwood, but are inclined to make a difference. support and donate to issues that could potentially touch their families. These communities should be reached with a message or story that is personal and highlights the changes that autism brings for the entire family. 12
    • G General P ublic Secondary Messages Glenwood holiday pecans raise funds The Allan Cott School was the first that are essential for the operation of school established in Alabama to offer Glenwood’s programs and services for educational and therapeutic services to children, adolescents, adults and families children with autism. with autism and behavioral and mental health disorders. Enjoy fresh pecans and delicious pecan- flavored coffees from Glenwood and Glenwood, The Autism and Behavioral know that you are providing opportuni- Health Center of Alabama, is a 501(c)3 ties for people with autism and mental, nonprofit that uses the proceeds from emotional and behavioral disorders. Each this sale to benefit all of its 20 plus pro- year, people like you help Glenwood grams and services including residential fulfill its mission by purchasing pecans, and housing, family support services, coffees and gift items during its annual diagnosis and assessment, educational sale. services and therapeutic services. More than 30 years ago, Glenwood’s Hol- iday Pecan Sale began as a fundraising effort to benefit the Allan Cott School, Glenwood’s founding program. 13
    • G General P ublic Raise awareness through a mass media autism awareness campaign during autism awareness month. Tactics • Pitch an autism awareness story to • Promote a YouTube video contest for print, TV and radio each week during groups of children (two or more) to cre- autism awareness month ate a one-minute video about the impor- tance of autism awareness – winners of • Discuss the Autism Hero Campaign in the video contest have the opportunity every pitch and interview to serve as Glenwood Advocates for the next year • Prepare PowerPoint presentations on autism for junior board members to present at other civic and social organiza- tions • Provide a fact sheet on autism in Ala- bama • Visitors tour Glenwood campus and meet clients on Autism Awareness Day 14
    • G General P ublic Streamline Glenwood communications to present a unified message and brand identity to the public. Tactics • Redesign the magazine/newsletter • Redevelop the design and information on the poster boards that Glenwood uses during presentations • Build a PowerPoint template for all external Glenwood presentations • Redesign the Glenwood brochure • Create one-pagers that correlate with the services illustrated in the Glenwood booklet series • Redesign the Glenwood bumper sticker Glenwood Brochure 15
    • G General P ublic Improve communication for fundraising initiatives to more effectively share Glenwood’s messages with intended audiences. Tactics • Have clients create artwork for schools that partner with Glenwood • Design new artwork to make buckets stand out in the store • Develop banners for Southern Family Markets (two total) • Redesign pecan Web site • Include a letter in pecan buckets about how to stay connected and get involved with Glenwood 16
    • G State Policymakers State Policymakers Primary Message Members of the state legislature and Policymakers are one of the key players other state government positions affect in affecting system changes for people legislation that help people with autism with autism. You don’t just change laws – at school, at work and in their daily lives. you change lives. How are you doing it? Many policy makers have previously worked with overall access to medical care and may be persuaded to be spokes- persons for Glenwood initiatives to improve access for people with autism and behavioral health concerns. The legislators that already have a strong tie with the cause can be leveraged to increase the number of prominent figures that will associate themselves publicly with Glenwood and the autism cause. It is important to make sure that they receive and achieve media and general recognition for their efforts. 17
    • G State Policymakers Secondary Messages Legislators play an important role by sup- porting legislation that helps people with autism in schools and in the workplace. Your job impacts thousands of people with autism and their families statewide. How are you helping? You can play a larger role by stepping up and advocating loudly on behalf of people with autism. Support Glenwood and legislation that is beneficial for people with autism. 18
    • G State Policymakers Involve policymakers in spokesperson campaigns to increase awareness and attention. Tactics • Initiate a spokesperson campaign that provides a media kit for each policymak- er’s office and set up a media campaign in his or her district or area of representa- tion • Develop a recognition program for policymakers who promote the autism cause and enact legislation and policy that makes a significant change in the lives of people with autism • Bring forth autism awareness legisla- tion on a yearly basis, including resolu- tions for Autism Awareness Month • Petition policymakers to support im- portant autism legislation that supports Glenwood’s mission 19
    • G Families and People with Autism Families and People with Autism Primary Message The families of people with autism live You didn’t have a choice about autism. day in and day out with the diagnosis. You do have a choice about state-of-the- Their lives have been changed drastically art behavioral health care and education and organizations like Glenwood help by services. You can choose Glenwood. providing support and resources. They are highly motivated to the cause and understand the need for education and advocacy among the general public. They “You can choose want to get involved as champions and leaders for local movements. Glenwood needs to make sure they have the oppor- tunity and tools to stay involved and give them the channels to demonstrate their passion and motivate the local communi- ties. Glenwood.”   20
    • G Families and People with Autism Secondary Message Appendix I: Updated content weekly & suggestions of content for multiple audiences You know that autism impacts one in 100 children because it impacts you and your Sample audiences Sample content family every day. There may be no known Parents 101 Autism for parents First things first cure for autism yet, but there is education Next steps and services that can help you and your Fast forward – future steps Glenwood services family. Resources Siblings 101 Autism for siblings Friends 101 Autism for friends Teachers 101 Autism for Teachers Point to teacher resource center Glenwood resources Additionally: 1. Add links from Connections articles – at least one per week. Can be from previous issues 2. Announce new issues of Connections magazine 3. Post questions or polls to followers – can begin including poll results on site or in a mini-section of magazine; can also be used to get questions for an ask the expert column 4. Repost relevant posts from followers with links to interesting articles – aim for at least 3 per week 5. Respond promptly to anyone who tweets to the account (1 day is goal) Appendix J: Sample guidelines for social media audit 1. Audit should be similar to this document, thoroughly researching the autism online environment and other resources for families and people with autism 2. It should include a list of celebrities, families, patients, advocates, doctors/care providers, etc 3. It should be a tiered list by local, state, and national locations 4. It should include a brief summary of the person's background/connection with autism 21
    • G Families and People with Autism Engage people and families of people with autism through digital technology. Tactics • Use Twitter to engage with people • Link from Web site to all social media through @replies and @mentions to profiles (i.e. links to Facebook, Twitter build discussions about issues related to and YouTube icons on all pages in a con- Glenwood and autism sistent location) • Begin strategically following people and other organizations on Twitter who talk about autism • Retweet (“RT”) key pieces of informa- tion and news to establish Glenwood as a key information provider in the autism field • Pose questions to followers and provide information from Glenwood or other Web sites as references and to pro- mote general awareness and knowledge of Glenwood 22
    • G Families and People with Autism Engage people who are known advocates of autism through blogger and social media outreach to form partnerships with Glenwood. Tactics • Conduct a social media audit of autism • Introduce Glenwood to these key Appendix C: Sample people to follow on Twitter to determine key opinion leaders online, opinion leaders and request feedback on including doctors, celebrities, fam- various initiatives and programs ily members, people with autism and anyone related to autism who is engaging in various social media sites and tools – include local, state and national key opinion leaders • Build a media list of key opinion lead- ers and stay up-to-date on the niches that concern them in order to effectively target these leaders when promoting Glenwood events or information • Retweet and share key content from key opinion leaders that is relevant to the online audience 23
    • G Families and People with Autism Use the Internet to become a well-known resource for people and families with autism. Tactics • Use hash tags and a synonymous tag- ging system across Twitter, Facebook, YouTube, the Web site, blogs and other online tools to increase search engine optimization for Glenwood • Enhance the navigation capabilities and design of the Glenwood Web site • Increase the updates to the Glenwood Web site by updating or adding new con- tent to the Web site once a week • Provide tips and information for fami- lies, educators and public servants who interact with people with autism 24
    • G C urrent and Future Educators Current and Future Educators Primary Message Students preparing to work in education You will be leaders in the classroom and are likely to be involved in organizations educational system as champions on be- that will introduce them to K-12 issues half of students with autism. Glenwood and needs regarding special education. wants to help prepare you and provide They are currently a strong source of resources to make your jobs easier. volunteers and are likely to become more involved as they enter the classrooms and school systems that have children affected by autism. They may not be aware of Glenwood, but they are likely to be easily persuaded to raise aware- ness and funds for Glenwood and to be lifelong champions. Current educators are on the front lines and understand the issues facing the classroom. They should be given an opportunity to be recognized for their work and support of children and families with autism. 25
    • G C urrent and Future Educators Secondary Messages The rise in occurrences of autism in Alabama is undeniable. According to Easter Seals, Alabama children with “Autism is not autism ages 3-21 who received special an issue that will go away...” education services had risen from 849 in 2000 to 2,737 in 2009. This only cites students who receive special educa- tion and does not accurately represent the number of children with autism in Alabama. Teachers will be the first to face this rise in the numbers of autism cases. Autism is not an issue that will go away, so it is important to be adequately prepared when you enter the classroom. Glenwood can help you help your stu- dents. 26
    • G C urrent and Future Educators Prepare students and educators for the challenges they may face with autism in the classroom. Tactics • Create modules or informational guides for educators on how autism affects students in the classroom • Develop summer workshop or training and certification program for teaching students with autism • Develop webinars and podcasts about working with students with autism. 27
    • G C urrent and Future Educators Recognize current educators helping people with autism in the school systems Tactics • Develop “Autism Champion” program to recognize educators who are class- room champions • Engage current champions and other teachers who work with students with autism to develop best practices for Alabama schools 28
    • G C alendar October 2010 November 2010 December 2010 January 2011 February 2011 March 2011 April 2011 May 2011 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4 W1 W2 W3 W4 Key Public General Public Strategy mass media autism awareness campaign Tactics Media kit for local print, TV, radio Discuss autism hero campaign in media appearances Power point presentation on autism & Glenwood Fact sheet on autism in Alabama Posters introducing YouTube video contest for area schools & clubs YouTube video contest Strategy streamline general Glenwood communications Tactics New magazine/newsletter design New presentation boards Power point presentation template for all external Glenwood presentations New Glenwood brochure New Glenwood booklet series One-pagers of Glenwood services Glenwood bumper sticker Strategy Improve fundraising communications Tactics Client-created artwork for Glenwood partner schools New artwork for Glenwood pecan buckets New Glenwood banners for stores Redesign pecan brochure Redesign pecan Web site letter in pecan buckets about Glenwood & autism Key Public State policy makers Strategy Spokesperson campaign Tactics Media kit for each participants office to send out Pitch letter for all state policy makers News release announcing partnerships Plaque/framed certificate for each participant Propose autism awareness legislation Pitch policy makers on autism legislation 29
    • G C alendar October 2010 November 2010 December 2010 January 2011 February 2011 March 2011 April 2011 May 2011 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4 W1 W2 W3 W4 Key Public Families and people with autism Strategy Engage through digital technology Tactics Twitter engagement Strategic following on Twitter Retweets Provide info on Glenwood on Facebook and Twitter Create badge of all social media profiles for Web site Strategy Blogger/social media outreach Tactics Social media audit Media list Shared content online Glenwood outreach/blog pitches Strategy Use Internet to promote wealth of Glenwood resources Tactics Use hashtags/tags to enhance searchability New Glenwood Web site Update to Glenwood Web site minimum once a week Post information for multiple audiences on all sites Key Public Future and current educators Strategy Prepare students & educators for autism in the classroom Tactics Online informational guide for teachers Summer workshop Informational flyers Invitations Strategy Recognize current educators Tactics Autism champion program Informational flyers Nomination form Award letter to champions 1-day forum for select teachers to develop best-practices Invitation Agenda 30
    • G Budget Detail Per Item Cost Total Projected Sponsored Credit Actual Projected Key Public General Public Strategy Mass media autism awareness campaign Tactics Media kit for local print, TV, radio 10 folders @ 2.75/ea $2.75 $27.50 $0.00 $27.50 Fact sheet on autism in Alabama 10 @ .02/ea $0.02 $0.20 $0.00 $0.20 Glenwood brochure 10 @ .075/ea $.075 $0.00 $0.00 $0.00 Glenwood fact sheet 10 @ .02/ea $0.02 $0.20 $0.00 $0.20 News release 10 @ .02/ea $0.02 $0.20 $0.00 $0.20 Media brief on Autism Awareness month 10 @ .02/ea $0.02 $0.20 $0.00 $0.20 Fact sheet on Autism Hero campaign 10 @ .02/ea $0.02 $0.20 $0.00 $0.20 Discuss autism hero campaign in media appearances no cost $0.00 $0.00 $0.00 $0.00 Power point presentation on autism & Glenwood Prepared by Glenwood $0.00 $0.00 $0.00 $0.00 Fact sheet on autism in Alabama 500 @ .02/ea $0.02 $10.00 $0.00 $10.00 Posters introducing YouTube video contest for area schools & clubs 50 @ 1.0/ea $1.00 $50.00 $0.00 $50.00 Strategy Subtotal: $3.95 $88.50 $0.00 $88.50 Strategy Streamline general Glenwood communications Tactics New magazine/newsletter design no cost – UA Campaigns class $0.00 $0.00 $0.00 $0.00 New presentation boards 4 @ $30/ea $30.00 $120.00 $0.00 $120.00 Power point presentation template for all external Glenwood presentations no cost – UA Campaigns class $0.00 $0.00 $0.00 $0.00 New Glenwood brochure 5,000 @ .075/ea $.075 $375.00 $0.00 $375.00 One-pagers of Glenwood services 750 (250 ea) @ .2 ea $0.20 $150.00 $0.00 $150.00 Glenwood bumper sticker 100 @ 1.25/ea $1.25 $125.00 $0.00 $125.00 Strategy Subtotal: $31.53 $770.00 $0.00 $770.00 Strategy Improve fundraising communications Tactics Client-created artwork for Glenwood Frames (24 @ 2.7/ea) $2.70 $65.00 $0.00 $65.00 New artwork for Glenwood pecan buckets no cost – UA Campaigns class $0.00 $0.00 $0.00 $0.00 New Glenwood banners for stores no cost – UA Campaigns class $0.00 $0.00 $0.00 $0.00 Redesign pecan brochure no cost – UA Campaigns class $0.00 $0.00 $0.00 $0.00 Redesign pecan Web site Donated by Rob Clark Design $1,525.00 $1,525.00 $1,525.00 $0.00 Letter in pecan buckets about Glenwood & autism no cost – UA Campaigns class $0.00 $0.00 $0.00 $0.00 Strategy Subtotal: $1,527.70 $1,590.00 $1,525.00 $65.00 31
    • G Budget Detail Per Item Cost Total Projected Sponsored Credit Actual Projected Key Public State policy makers Strategy Spokesperson campaign Tactics Media kit for each participants office to send out 140 @ 3.25/ea $3.25 $455.00 $0.00 $455.00 Pitch letter for all state policy makers 140 @ .02/ea $.02 $2.80 $0.00 $2.80 News release announcing partnerships 140 @ .02/ea $.02 $2.80 $0.00 $2.80 Plaque/framed certificate for each participant 140 @ .02/ea $.02 $2.80 $0.00 $2.80 Propose autism awareness legislation no cost $0.00 $0.00 $0.00 $0.00 Pitch policy makers on autism legislation no cost $0.00 $0.00 $0.00 $0.00 Strategy Subtotal: $3.31 $463.40 $0.00 $463.40 Key Public Families and people with autism Strategy Engage through digital technology Tactics Twitter engagement no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Strategic following on Twitter no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Retweets no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Provide info on Glenwood on Facebook and Twitter no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Create badge of all social media profiles for Web site no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Strategy Subtotal: $0.00 $0.00 $0.00 $0.00 Strategy Blogger/social media outreach Tactics Social media audit no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Media list no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Shared content online no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Glenwood outreach/blog pitches no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Strategy Subtotal: $0.00 $0.00 $0.00 $0.00 Strategy Use Internet to promote wealth of Glenwood resources Tactics Use hashtags/tags to enhance searchability no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 New Glenwood Web site Design by Rob Clark Design $1,625.00 $1,625.00 $1,625.00 $0.00 Update to Glenwood Web site minimum once a week no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Post information for multiple audiences on all sites no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Strategy Subtotal: $1,625.00 $1,625.00 $1,625.00 $0.00 32
    • G Budget Detail Per Item Cost Total Projected Sponsored Credit Actual Projected Key Public Future and current educators Strategy Prepare students & educators for autism in the classroom Tactics Online informational guide for teachers no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Summer workshop Informational flyers 100 @ .02/ea $0.02 $2.00 $0.00 $2.00 Email invitations to teachers no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Agenda 100 @ .02/ea $0.02 $2.00 $0.00 $2.00 Power point printout/notes 100 @ 1.00/ea $1.00 $100.00 $0.00 $100.00 Questionnaire/feedback forms 100 @ .02/ea $0.02 $2.00 $0.00 $2.00 Snacks Panera Bread $.50 $50.00 $0.00 $50.00 Drinks Panera Bread $.35 $35.00 $0.00 $35.00 Lunch Panera Bread $6.00 $600.00 $0.00 $600.00 Certification 100 @ .25/ea $0.25 $25.00 $0.00 $25.00 Strategy Subtotal: $8.16 $816.00 $0.00 $816.00 Strategy Recognize current educators Tactics Autism champion program Informational flyers 100 @ .20/ea $0.20 $20.00 $0.00 $20.00 Nomination form 75 @ .02/ea $0.02 $1.50 $0.00 $1.50 Award letter to champions 50 @ .02/ea $0.02 $1.00 $0.00 $1.00 Certificate 50 @ .25/ea $0.25 $12.50 $0.00 $12.50 1/2-day forum for select teachers to develop best-practices Invitation 25 @ .02/ea $0.02 $.50 $0.00 $.50 Agenda 25 @ .02/ea $0.02 $.50 $0.00 $.50 Worksheet 25 @ .02/ea $0.02 $.50 $0.00 $.50 Feedback form 25 @ .02/ea $0.02 $.50 $0.00 $.50 Snacks Panera Bread $2.00 $50.00 $0.00 $50.00 Drinks Panera Bread $.40 $10.00 $0.00 $10.00 Strategy Subtotal: $2.97 $97.00 $0.00 $97.00 Total Projected: $2,299.90 33
    • G Evaluation Criteria Tools 1. Promote awareness of Glenwood Inc. 1. Glenwood staff will keep track of 3. A follow-up survey with pecan buy- among 300,000 people by October mass media coverage to estimate ers who have been re-exposed to the 2011 exposure of Glenwood’s message. message can partially measure mes- Although this doesn’t measure mes- sage penetration. Also, a poll of the 2. Increase of 500 Autism Heroes by sage penetration, it will measure general public asking individuals to October 2011 awareness of Glenwood’s name and recognize what the symptoms of au- its services. In addition, a follow-up tism are will measure the retention of 3. Increase awareness of autism and its survey should be sent out to pe- the autism signs messaging. Presenta- signs and symptoms among 250,000 can buyers and put out among the tions to audiences by Glenwood staff in the general public by October general public to gauge the increase and junior board members can also 2011 in awareness from the established be reviewed to measure participation benchmarks. and audience recall. 4. Increase online interactions to 5 per week by November 2010 2. Records should be kept of the num- 4. Records kept of the number of ber of Autism Heroes. Glenwood tweets, Facebook messages/posts, will also track the general donations YouTube videos and other output received for Glenwood through tra- messages by Glenwood staff. These ditional fundraising activities. will then be tracked in addition to re- sponses and the follow-up comments Glenwood staff provides. 34
    • G Appendix Audience: General Public 35 Glenwood Fact Sheet Autism Hero Fact Sheet for Autism Awareness Month for Autism Awareness Month
    • G Appendix Audience: General Public 36 Autism in Alabama Fact Sheet for Autism Awareness Month
    • G Appendix Audience: General Public Invitation to Tour Glenwood Art Program Information Letter 37
    • G Appendix Audience: General Public Glenwood Brochure 38
    • G Appendix Audience: General Public Glenwood’s Power Point Template Glenwood’s One-Pager 39
    • G Appendix Audience: General Public Glenwood Presentation Boards 40
    • G Appendix Audience: General Public Glenwood Bumper Sticker Glenwood Pecan Bucket 41
    • G Appendix Audience: General Public Glenwood Web Site Pecans with a Purpose Web Site 42
    • G Appendix Audience: General Public Pecans With a Purpose Banner Letter for Pecan Buckets 43
    • G Appendix Audience: State Policymakers Autism in Alabama Fact Sheet Autism Information for Legislation in Alabama 44
    • G Appendix Audience: State Policymakers Autism in Alabama Fact Sheet News Release 45
    • G Appendix Audience: State Policymakers Autism Information for Legislation in Alabama 46
    • G Appendix Audience: Families and People with Autism Sample Page of Social Media Audit Sample Page of Social Media Tactics 47
    • G Appendix Audience: Educators Summer Workshop Autism Champion Information Sheet 48
    • G Appendix Audience: Educators Champion Invitation Letter Webinar Resource Center 49
    • G C ampaign Group Account Executive Editor Dana Lewis Kayla Gail Anthony Creative Team Research Team Javier Arenas Christen Jarratt Molly Chambers Kelvin Jones 50