3. TABLE OF CONTENTS
Background 2
Campaign Overview 3
Strategy 1: Program Development 4
Tactic A: Early-Stage Sessions 4
Tactic B: Parkinson’s Postcard 7
Tactic C: Program Catalog 9
Strategy 2: Events Outreach 10
Tactic A: Posing with Parkinson’s 10
Tactic B: Pucks for Parkinson’s 12
Tactic C: Drink at Geva 14
Tactic D: Snowflake Gala 15
Strategy 3: Social Media Expansion 17
Tactic A: People of Parkinson’s 17
Tactic B: Posting Schedule 17
Additional Recommendation 18
Appendix 19
2
4. BACKGROUND
National Parkinson Foundation Greater Rochester (NPFGR) is the only not-for-profit organization in
the area dedicated to providing support, education, programs and events to increase awareness
and understanding of Parkinson’s disease.
Current status:
● Programs and events include Moving Day, symposium, Parkinson’s Cafe, boxing classes and
caregivers lunch meetings
● Distribution list of 1,000 addresses and 700 emails
● Sporadic social media activity
SITUATIONAL ANALYSIS
Strengths
No competitors in GR area
Passionate and knowledgeable board
Growing community support
Local media support
National affiliation
Current events/programming
Support groups
Informational website
Weaknesses
No GR-specific social media
Awareness
Limited resources
No annual appeal fundraiser
Upcoming name change
Opportunities
Upcoming name change
No competitors in GR area
Passionate board
Growing community support
Social media
Media support
National affiliation
Current events/programming
Widespread audience (4,000 in GR)
Caregivers, family, friends
Med caregivers
Threats
Current Parkinson’s stigma
Other GR nonprofit organizations
3
5. OVERVIEW
Goal
Increase awareness by establishing a clear brand that the community associates with the support
of those affected by Parkinson’s disease.
Objective
Increase awareness of National Parkinson Foundation programs and services among patients,
caregivers and community members in the Greater Rochester area. This will be measured by an
increase in attendance at events and programs. Our goal is to see a 40% attendance increase.
Measurement
40% increase in event and program attendance
● Educational: 35 to 49
● Symposium: 300 to 420
● Moving Day: 500 to 700
Strategies
1. Program Development
2. Event Outreach
3. Social Media Expansion
Key Messages
● Live your best possible life.
● With treatment and support, people with Parkinson’s disease
remain capable of living happy and fulfilling lives.
Target Audiences
● Parkinson’s patients
- Average age at diagnosis: 62
- Men are 1.5x more likely to have Parkinson’s
● Caregivers
- Lay caregivers
● 66% are women
● Typically married and employed, average age is 49
- Medical caregivers
● 1,430 medical professionals in Rochester
4
6. STRATEGY 1: PROGRAM DEVELOPMENT
Tactic A: Early-Stage Sessions
We suggest that NPFGR starts an Early-Stage Sessions program. This free program would meet
bi-weekly for 10 weeks (five times total) for two hours and would run twice a year. Each week
would feature a different topic discussion relevant to recently diagnosed or early-stage patients and
their caregivers. The five topics we suggest are The Basics of Parkinson’s Disease, Living With the
Diagnosis, Future Planning, Medications and Research, and Staying Independent.
Topics in Depth
● The Basics of Parkinson’s Disease
This session should go into detail about what Parkinson’s disease is, including the diagnosis
itself, symptoms, causes, progression and coping with the diagnosis. Our recommended speaker
for this topic is Dr. Michelle Burack, a local neurologist on the NPFGR board who already speaks
about similar topics.
● Living With the Disease
Topics discussed during this session should include managing your PD (such as building a
healthcare team), finding the right doctor, exercise, nutrition and complementary therapies. Our
recommended speaker for this topic is anyone who specializes in movement disorders in the
neurology department at UR Medicine.
● Future Planning
Topics discussed during this session should include finding financial assistance (grants), tips and
resources for legal issues, and employment concerns. Our recommended speakers for this topic
are Tom Barlett of Cobblestone Capital Advisors, Steve Modica Esq. of Modica Law Firm, and
Kristin Jonsson Esq. of Pellittiere & Jonsson. These three speak about these topics in the
Parkinson’s Education series; for this program, they should focus their information on the early
stages of the disease.
● Medications and Research
Topics discussed during this session should include managing your medications, prescription
medications, over-the-counter medications, surgical treatments, clinical trials, the PD pipeline
and what’s new in Parkinson’s research. Our recommended speaker is Dr. Michelle Burack, a
local neurologist who is on the board for NPFGR and already speaks about similar topics.
● Staying Independent
Topics discussed during this session should include safety at home, going to the hospital, service
dogs, driving, traveling, going out to dinner and support groups. Our recommended speaker is
anyone who specializes in movement disorders in the neurology department at UR Medicine.
5
7. DIGITAL INVITATION
To be distributed to mailing list and on social media
See Appendix A for Calendar Outreach List & Appendix B for Calendar Listing
6
10. This is a small, business card-like document that provides fast facts about Parkinson’s disease and
points to NPFGR’s resources. These facts will be “unchanging,” minimizing the work necessary for
distributing replenishments of the materials. Unlike a brochure, which is a lot of information on one
document with facts that need to be updated periodically, this will be a small document that does
not have to be updated, just replenished when medical diagnosers run out. These materials will be
designed to be handed to Parkinson’s patients and their caregivers at the point of diagnosis, then
lead them to the website for more details about the disease and the programs NPFGR offers.
Goal
Generate awareness among newly diagnosed patients and caregivers by directing them to online
resources.
Target Audience
● Recently diagnosed Parkinson’s patients
● Parkinson’s patient caregivers
Who will execute/How many people will it require?
1-3 committee members or volunteers will contact medical caregivers and distribute info cards.
They will also check in periodically (2-5 times a year) to check on supplies and survey whether they
work.
Executional Barriers
● Not enough volunteers to distribute
● Doctors don’t give out at diagnosis
Solutions/Alternative Opportunities
To solve problematic volunteer efforts, NPFGR can encourage volunteerism through incentive. If
someone helps the foundation, after so many logged hours, they would receive a gift card. If this
continues to be a problem, members of the foundation could set up rotational shifts for the board
of directors to go out and supply these cards themselves.
To solve the barrier of doctors not giving out these cards after diagnosing, NPFGR could set up
their own miniature booths in the doctors’ offices sporadically with the permission of whoever owns
or runs the practice. This could allow face-to-face interactions with patients who have just been
diagnosed, as well.
9
12. Tactic C: Program Catalog
A program catalog would list all events and programs for the year. It should be given out by
doctors to their patients on the same distribution list as the Parkinson’s postcard. The print budget
can be found in Appendix I.
11
14. STRATEGY 2: EVENTS OUTREACH
Tactic A: Posing With Parkinson’s
National Parkinson Foundation Greater Rochester will partner with Breathe Yoga in Greece for a
benefit class. The yoga studio will sponsor a yoga class from which all proceeds will go to NPFGR.
The yoga studio and NPFGR will promote the event on social channels, inviting the Rochester
community to participate.
Goal
Primarily, raise awareness for National Parkinson Foundation Greater Rochester and the services it
provides, getting the Rochester community talking about the organization and driving web traffic.
The second goal is to benefit those with Parkinson’s disease through yoga practice.
Target Audience
● Parkinson patients
● Caregivers
● Community members
Executional Requirements
● Contact the yoga studio
- Breathe Yoga Studio in Greece, NY
- 585.248.9070
● Confirm partnership
● Set a date for the event
● Create a graphic for the event with dates, times, how it will benefit, etc.
● Media kit for the event
● Begin promoting event on social media channels and website
Who will execute/How many people will it require?
This should be executed by one person from National Parkinson Foundation Greater Rochester and
one person from the partnering yoga studio.
Solutions/Alternative Opportunities
Further explain how a partnership for this event would benefit their business and their impact on
the community. If this doesn’t work, try a different yoga studio.
Options:
● TRU Yoga Studio: 585.568.7856
● Breathe Yoga, Pittsford Village: 585.248.9070
● Breathe Yoga, East Ave: 585.248.9070
● Breathe Yoga, College Town: 585.248.9070
● Breathe Yoga, Webster: 585.248.9070
*NOTE: These are the same contact number, so ask specifically about a location.
● Mindful Body Pilates and Yoga: 585.242.9642
● Molly’s Yoga Corner on Monroe: 585.202.1347
Benefits of yoga:
● Improve balance and coordination
● Improve muscle stiffness by deep stretching
● Ease an anxious mind
● Deep breaths can better control tremors
13
15. Article from American Parkinson’s Disease Association: apdaparkinson.org/yoga-parkinsons
Yoga Visibly Reduces Tremors and Improves the Steadiness of Gait
By Renee Le Verrier, RYT
● According to the National Institutes of Health, which evaluates the use of complementary and
alternative medicine every five years as part of its National Health Interview Survey, yoga is
among the leading alternative therapies in the United States.
Breathing: How Yoga can help control Parkinson’s Tremors
● According to the Parkinson’s Research Foundation, “Controlling your breath (Pranayama) helps
in moments of panic, such as feet sticking to the ground when walking.”
Direct-Mail Invitation
14
16. Digital Invitation
See Appendix A for Calendar Outreach List & Appendix C for Calendar Listing
Tactic B: Pucks for Parkinson’s
National Parkinson Foundation Greater Rochester will purchase or ask for a donation of tickets from
the Rochester Americans hockey team. Those who have completed early registration for Moving
Day will be entered into a raffle to win these tickets for free. For the four home games in April,
NPFGR will run intermission promotional activities. The games will be promoted through social
media, email and direct mail to followers and those whose contact information is available from
previous moving days.
Goal
Increase awareness and incentivize early registration for Moving Day.
Target Audience
● Past Moving Day participants/teams
● Parkinson’s patients
- Men 45-70
● Caregivers
Executional Requirements
● Amerks outreach
- Buy tickets, agree to promoting NPFGR at intermission for home games in April
- Email: amerks.com/page/contactus
- Main Address: Rochester Americans Hockey Club
One War Memorial Square
Rochester, NY 14614
P. 585.454.5335
F. 585.454.3954
● Recruit volunteers for April games
15
17. Intermission & Promotions
The intermission promotion will consist of four events that will benefit NPFGR through donations
and awareness, as well as generate good PR for the Rochester Americans organization.
● 50/50
At entrances and throughout the stadium, people attending the game will have the chance to
purchase a $5 ticket that enters them into the 50/50 raffle. The winning ticket will receive half of
the money collected from tickets, while the other half is donated to National Parkinson
Foundation Greater Rochester.
● Chuck-a-Puck
Each puck (or other object) will cost $3. During an intermission, each contestant will throw the
puck onto the ice and try and get it into the center ice faceoff dot. The person closest to the
middle will win half of the money, while the other half will be donated to National Parkinson
Foundation Greater Rochester.
● Find the Prize
Trying to find a prize while blindfolded at center ice, led by directions from the audience. This
activity brings people together and is very entertaining for participants and the audience.
● Score-O
A contestant at center ice with a puck and a hockey stick is given one shot into the net through
a cutout board. If they make it, they will receive a gift card and the Rochester Americans
organization will donate a certain amount of money to National Parkinson Foundation Greater
Rochester.
Digital Invitation
16
19. Tactic C: Drink at Geva
Each season, National Parkinson Foundation Greater Rochester will hold an awareness fundraiser at
Geva Theatre, where patrons will receive a complimentary beverage at Godot’s Bar (Geva’s bar).
Volunteers at a table in the lobby will collect donations and provide information to the community
about the programs and services the organization provides for patients and caregivers. Upon
collection of the $5 donation, volunteers will give the donor a blue ribbon to indicate that they can
receive a complimentary beverage. NPFGR will also provide 1-2 guest bartenders who will serve the
beverages and collect donations at the bar. This program will be held for one performance night
each season (four times a year).
Goal
Fundraise and raise awareness for NPFGR.
Target Audience
● Community members
● Number of tickets sold at Geva per year: 125,033
Who to Contact at Geva:
Christopher Mannelli
Executive Director
Administrative Offices: 585.232.1366
Email: gevatalk@gevatheatre.org
Digital Content
18
20. Tactic D: Snowflake Gala 2018
The Snowflake Gala will be a fundraising night no one will want to miss. Guests will be invited to
purchase either a VIP ticket, which includes perks such as a special showing at the Rochester
Museum & Science Center Planetarium, or regular admission ticket, which includes a delicious
dinner and dancing at RMSC. At the event, there will be several other ways to raise funds, including
raffles and auctions. The theme of the event will focus on the individuality of those diagnosed with
Parkinson’s, like a snowflake, but also on the strength of community, like a beautiful snowfall.
Goal
Raise awareness and funds by hosting a memorable and elegant annual gala.
Target
● Community members
● Patients
● Caregivers
● Medical professionals
Executional Requirements
What do we need to do?
● Contact the Rochester Museum & Science Center
- 657 East Ave., Rochester, NY 14607
- Hospitality Services, 585.697.1943
● Contact several local businesses for sponsorship
● Design paper save-the-date and invitations to be sent to mailing list
● Create a webpage for people to purchase tickets or make a secure donation
● Promote the event across all media platforms
Who will execute/How many people will it require?
The gala will have to be executed by several different people. It is recommended that NPFGR reach
out to an expert in the event planning field to execute a successful and memorable event for years
to come.
Budget located in Appendix I
19
21. GALA 2018 CONCEPT
EVENT POSITIONING
Unique. Special. Beautiful. A single snowflake is an intricate pattern, unlike any other. Those
affected by Parkinson’s disease are very much like snowflakes—all different, all resilient. National
Parkinson Foundation of Greater Rochester provides the support and care for each snowflake to
flourish.
As guests enter the gala, they are greeted by a cool ambiance that instantly relaxes them and sets
the tone for a night of tranquility. Large screens display slowly falling snowflakes intermingled with
photos of doctors, caregivers and those diagnosed with Parkinson’s, creating a vision of both
individuality and community.
See Appendix E for Sample Press Release and Appendix F for Snowflake Gala Details Descriptions
20
22. STRATEGY 3: SOCIAL MEDIA EXPANSION
Tactic A: People of Parkinson’s Campaign
The People of Parkinson’s social media campaign will be similar to that of Humans of New York. The
campaign will be executed through the NPFGR Facebook and Twitter channels, and all posts will
live on the NPFGR website under a separate tab labeled People of Parkinson’s. Each post will
feature a patient living with Parkinson’s, a family member or close friend of a patient living with
Parkinson’s, a caregiver of a patient living with Parkinson’s or a doctor.
Goal
Create an open channel for awareness, promotion and discussion between the Greater Rochester
community and National Parkinson Foundation Greater Rochester.
Executional Requirements
● Create Facebook page
● Post schedule
● Post regularly
Tactic B: Posting Schedule
Located in Appendix G
People of Parkinson’s
campaign
Photo and quotation Every other Friday
Schedule of
programs/events
Graphic: What’s coming this
month?
First of every month
#MoveItMonday Inspirational quotes/advice/
articles about staying active
Every Monday
21
31. Appendix E: Snowflake Gala Press Release
PRESS RELEASE
National Parkinson Foundation of Greater Rochester
Announces Inaugural Snowflake Gala
Rochester, N.Y., [MONTH DAY YEAR] — National Parkinson Foundation Greater Rochester
invites the community to join its inaugural fundraising event, the Snowflake Gala. Like a snowflake,
each diagnosis of Parkinson’s disease is slightly different. This event is a celebration of the beauty
and strength of those affected by the disease.
The Snowflake Gala will take place at [7:30 p.m. Thursday, Feb. 22, 2018,] at the Rochester
Museum & Science Center. Event tickets are available for [$75]. A limited number of VIP tickets will
be available for [$100] and include a private show at the Strasenburgh Planetarium, a free drink in
a souvenir glass and more.
[Foundation Board President Dennis Whitney] will speak at the event on behalf of the organization.
“Our goal is to educate the community on what it really means to have Parkinson’s disease,”
[Whitney] said. “When the weight of Parkinson’s knocks you down, we will be there to pick you
back up. Our foundation’s focus is to provide as much support as possible in the face of this
disease.”
Upon arrival, guests will be transported into a winter wonderland. As they browse the auction and
raffle items, gourmet hors d’oeuvres and a cash bar will be available. For dinner, guests will sit
down for a delicious buffet. After dinner, guests will dance the night away among the remarkable
exhibits throughout the museum.
Proceeds from the event will benefit the Rochester chapter’s efforts to ensure the community has
access to information and support in the face of Parkinson’s disease. Through educational seminars
and weekly support groups, NPFGR is a central hub for all those affected by the disease.
For more information on National Parkinson Foundation Greater Rochester’s Snowflake Gala and to
purchase event tickets, visit [WEBSITE].
About the National Parkinson Foundation Greater Rochester:
A local branch under the umbrella of the national chapter, National Parkinson Foundation Greater
Rochester supports those diagnosed with Parkinson’s disease, as well as their caregivers. Primarily
a volunteer-run organization, it sponsors and assists with educational and recreational programs
that encourage people to become involved in the Parkinson’s community.
###
30
32. Appendix F: Snowflake Gala Detail Description
Tactic Description
The Snowflake Gala will be a fundraising night no one will want to miss. Guests will be invited to
purchase either VIP (which includes perks like a special showing at the RSMC Planetarium) or
regular admission ticket, which includes a delicious dinner and dancing at the Rochester Museum &
Science Center. There will be several other ways to raise funds at the event, including raffles and
auctions. The event’s theme will focus on the individuality of those diagnosed with Parkinson’s, like
a snowflake, but also on the strength of community, like a beautiful snowfall.
Executional Requirements
We would need to plan the event in coordination with the Rochester Museum & Science Center, a
unique location that sets the Snowflake Gala apart from other local benefit galas.
● Contact the Rochester Museum & Science Center
- 657 East Ave., Rochester, NY 14607
- Hospitality Services, 585.697.1943
● Contact several local businesses for sponsorship
● Design paper save-the-date and invitations to be sent out to mailing list
● Create a webpage for people to purchase tickets or make a secure donation
● Promote the event across all media platforms
● Decide on catering package, see RSMC website for list of catering contacts
rmsc.org/science-museum/programs-and-events/item/102-catering
● Decide on entertainment: live band, DJ or other form of show
The gala will have to be executed by several different people. The board would focus primarily on
outreach to the community for sponsorship and raffle/auction donation. It is recommended that
NPFGR use an expert in the event planning field to execute a successful and memorable gala for
years to come.
Executional Barriers
The biggest conflict with this event will be the budget. NPFGR will need to be flexible with several
aspects, such as venue, entertainment and food/beverages, to keep everything within budget.
Solutions/Alternative Opportunities
NPFGR should decide if it wants an open budget (the entire budget is flexible and funds can be
moved from one expense to another) or a fixed budget (every expense is individually planned out
and cannot exceed the planned amount). From there, various aspects of the event experience can
be changed to accommodate the budget. A less expensive venue may involve moving the event
date to the summer and hosting the gala outside. A less expensive food plan might include pasta
instead of meat. A less expensive beverage plan might include a cash bar instead of open bar.
31
33. Appendix G: Social Media Posting Schedule
Weekly Posts
People of Parkinson’s
Campaign
Photo and quotation Every other Friday
Schedule of
programs/events
Graphic: What is coming
this month?
First of every month
#MoveItMonday Inspirational quotes/advice/
articles about staying active
Every Monday
February
February 1 Schedule of workshops/events
February 3 People of Parkinson’s
February 6 #MoveItMonday
February 13 #MoveItMonday
February 14 Valentine’s Day—Love Your Caregiver
February 15 Schedule of workshops/event
February 17 People of Parkinson’s
February 20 #MoveItMonday
February 27 #MoveItMonday
March
March 1 Schedule of workshops/events
March 3 Caregiver Appreciation Day
March 4 Pucks for Parkinson’s general information and tickets revealed
March 6 #MoveItMonday
March 8 Pucks for Parkinson’s: Reminder and information
March 10 People of Parkinson’s
March 11 Reminder for registration and intermission list
March 13 #MoveItMonday
March 15 Schedule of workshops/events
March 18 Pucks for Parkinson’s: reminder to register and reveal other
prizes
32
34. March 20 #MoveItMonday
March 22 Puck for Parkinson’s: reminder to register and information
regarding Moving Day
March 24 People of Parkinson’s
March 27 #MoveItMonday
March 29 Pucks for Parkinson’s: final reminders and on the 31st reveal
who won what prizes
March 30 National Doctor’s Day
March 30 Pucks for Parkinson’s: final reminders and on the 31st reveal
who won what prizes
March 31 Pucks for Parkinson’s: final reminders and on the 31st reveal
who won what prizes
April
April 1 Schedule of workshops/events
April 2 Announce PD Awareness Month
April 3 #MoveItMonday
April 5 Did you know? Fun fact about PD
April 7 People of Parkinson’s
April 7 Pucks for Parkinson’s—Amerks home game
April 8 Pucks for Parkinson’s—Amerks home game
April 10 #MoveItMonday
April 12 Did you know? Fun fact about PD
April 12 Pucks for Parkinson’s—Amerks home game
April 14 Pucks for Parkinson’s—Amerks home game
April 17 #MoveItMonday
April 19 Did you know? Fun fact about PD
April 21 People of Parkinson’s
April 24 #MoveItMonday
April 26 Did you know? Fun fact about PD
May
May 1 Schedule of workshops/events
33
35. May 1 #MoveItMonday
May 2 Announce National Physical Fitness and Sports Month
May 3 Exercise that benefits PD
May 5 People of Parkinson’s
May 8 #MoveItMonday
May 10 Exercise that benefits PD
May 15 #MoveItMonday
May 16 Schedule of workshops/events
May 17 Exercise that benefits PD
May 19 People of Parkinson’s
May 22 #MoveItMonday
May 24 Exercise that benefits PD
May 29 #MoveItMonday
May 31 Exercise that benefits PD
June
June 1 Schedule of workshops/events
June 2 People of Parkinson’s
June 5 #MoveItMonday
June 7 National Running Day
June 12 #MoveItMonday
June 14 Schedule of workshops/events
June 16 People of Parkinson’s
June 18 Father’s Day
June 19 #MoveItMonday
June 26 #MoveItMonday
June 30 People of Parkinson’s
July
July 1 Schedule of workshops/events
July 3 #MoveItMonday
34
36. July 4 Independence Day
July 10 #MoveItMonday
July 12 Schedule of workshops/events
July 14 People of Parkinson’s
July 17 #MoveItMonday
July 24 #MoveItMonday
July 28 People of Parkinson’s
July 31 #MoveItMonday
35
37. Appendix H: People of Parkinson’s Sample Content
People of Parkinson’s: Interview 1
Taken from Evan Dawson’s “Connections: How Rochester is Becoming a Parkinson's-Friendly
Community” podcast on WXXI
wxxinews.org/post/connections-how-rochester-becoming-parkinsons-friendly-community
Excerpts from Flo Dorsey, living with Parkinson’s
“Before I was diagnosed, I would quilt all the time. I believe it’s the mind, along with my husband’s
encouragement, that allows me to continue doing hobbies like this. I wear paperweights on my
gloves to help my hands from shaking, and it makes it hard, but I always hear Bill in my head
saying ‘Do not give up,’ and I do it.”
“I have had so much support in the past five years. I find support in the community and especially
at the National Parkinson Foundation Greater Rochester. Above that, I have the most amazing
support from my husband and caregiver, Bill. I have been very lucky to have him.”
“I was diagnosed with Parkinson’s disease five years ago. Since then, I’ve struggled to accept it. I
didn’t know what Parkinson’s disease was, how it would affect me or how long I had to live. I did
research in the library to find out what would happen to me.”
“It has taken its toll on me, but I remain positive. I am fatigued, my ability to smell had declined, I
deal with anxiety and depression, I have muscle stiffness and tremors, and my voice has become
quieter.”
“I have found that staying active, both physically and socially, has helped my progress. I bike
10-15 miles every day and it makes me feel so much better right after. Through the hard times, I
still have that zest for life. Bill and I have a long time to go, and a lot to do together in that time.”
36
38. Appendix I: Budget
Print Budget
Item Price per print Amount to print Total price
Program catalog 0.1833333333 1500 275
Awareness card 0.09583333333 1200 115
Yoga promo pieces 0.28 250 70
Total print budget 460
*Price based on quotes from Patrick Printing
Gala Budget
37
