Undergraduate PR Portfolio Highlighting Internship and Coursework Samples

Undergraduate PR Portfolio
Bachelor of Communication–Public Relations
Mount Royal University, 2011–2015
emily nachtigall

Table of Contents
Published Work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Vital Signs Report
Spur Magazine Editorial
Rotary Ignites Newsletter Insert
The Reflector Magazine, Guest Columnist
Internships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
The Calgary Foundation – Communications Intern
Backgrounders
Donor Letters
Event Planning & Evaluation
Feature Articles
Social Media
The Calgary Flames Foundation – Coordinator Intern
News Releases
Grant Letter
NHL Foundation Award Nomination Letter
Bachelor of Communication – Public Relations . . . . . . . . . . . . . . . . . 3
Communications Plans
Event Plan
News Releases
Graphic Design
Undergraduate Thesis Poster
Earls Restaurant – Marketing Manager . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Social Media
Graphic Design

Executive Summary
The following undergraduate portfolio is a representation of the skills I have gained
pursuing my Bachelor of Communication in Public Relations from Mount Royal University, work as
the in-store marketing and social media coordinator at Earls Restaurant, my two internships with
the Calgary Foundation and the charitable arm of the Calgary Flames Hockey Club, the Flames
Foundation for Life. This portfolio is divided into four parts: published work, pieces of work from
my internships, work I have produced for public relations classes and social media samples from
my previous role at Earls Restaurant.
The second part of this portfolio highlights my internships with the Calgary Foundation as the
organization’s communications intern and my role as the coordinator intern for community
investment and charitable foundations for the Calgary Flames Hockey Club. These experiences
allowed me to grow my skills immensely in the areas of publication writing, social media, event
planning, high-level editing and media relations that are illustrated in the following pages.
The third section of this portfolio presents finished products from three years of public relations
studies at Mount Royal University. Through my education I have gained skills in writing press
releases, feature articles, and comprehensive communication plans. A variety of project samples
that were completed for class assignments are present, including a social media strategy created
for Pacekids Society that is being used today by the organization and a volunteer and recruitment
strategy for the Literacy for Life Foundation, also being utilized today. The last section contains a
poster that summarizes my undergraduate thesis on community investment in professional sports.
The fourth section of my portfolio showcases the marketing work I have done as the in-store
marketing and social media manager at Earls 16th Avenue, including screenshots of social media
work and graphic design examples that I have produced using InDesign. This section is a small
representation of my marketing skills through the Earls 16th Avenue Facebook, Instagram, and
Twitter pages. I was solely responsible for each of these corporate social media accounts and
routinely create with innovative content. The“graphic design”section illustrates two posters
created with Adobe InDesign as visual marketing collateral for the restaurant.
This portfolio embodies my experiences throughout my undergraduate career, my internships and
the specialized communications skills I have gained along the way. I am passionate about the
public relations industry and look forward to gaining new knowledge in the field and contributing
my abilities to communications efforts.

Published Work
Vital Signs Report Biographies
Fall 2014 Spur Magazine Editorial
The Reflector, Guest Columnist
Rotary Club of Calgary Newsletter Insert

Project Background
The Vital Signs report is a citizen survey conducted annually by The Calgary Foundation that
assigns grades to seven areas critical to quality of life in Calgary – living standards,
populations, environment, education, arts, citizen engagement and wellness. Published as an
insert in the Calgary Herald in October, the survey measures the overall vitality of the city,
indicates current and emerging issues in the community and profiles nonprofit organizations
that are striving to make a difference. The report reaches over 70,000 Calgarians through the
Calgary Herald.
Partners
To produce and publish the report The Foundation partners with a research firm, The Praxis
Group, to administer the survey and to collect, synthesize and determine common themes to
be published in the report. An external research consultant is also hired to identify common
trends and current statistics such as poverty, housing and safety. Juice creative inc. is the
creative partner for the survey that produces and publishes the report.
My Role
For the Vital Signs report I was involved in research synthesis, editing and writing. My main
role for this project was acting as the communications liaison for the Vital Signs photo shoot
on August 5 – coordinating and confirming representatives from seven different charities to
attend, creating call sheets and helping run the photo shoot in collaboration with my
supervisor and Juice creative. I wrote and drafted descriptive pieces to be used in the report
profiling each charity and assisted in the editing of other written materials. I prepared research
documents for each team meeting to narrow down statistics and figures to be used in the
report. I also played a large role in promoting the Vital Signs survey on Twitter, where I
engaged many citizens, local nonprofit organizations and influencial Twitter personalities like
Mayor Nenshi to retweet and spread the word. I also created a model release form to gain
consent from all photoshoot participants for legal reasons.
Published Work
Calgary’s 2014 Vital Signs Report, The Calgary Foundation

Published Work

3 THINGS TO CELEBRATE
1 High standard of living
and average income
2 Abundance of
opportunity
3 Support systems are
available to improve
financial well-being
3 THINGS TO IMPROVE
1 Income disparity between
highest and lowest
income brackets
2 Affordable housing
options
3 Services that support
transition from poverty
to workforce
STORY INTRO HERE
Eloise Kenny of The Calgary Food Bank xxx
Vital SignS
Citizen SurVey
yearly gradeS:
B+
B B B+ B
2010
2011
2012
2013
2014
LivingStandards
After suffering multiple strokes, that left him partially
paralyzed, Carl Taylor struggled to find an accessible and
affordable place to live. Accessible Housing’s Foundation Place
residence gave Carl a safe place to call home and a sense of
belonging. Carl is grateful for the compassion and care he
receives and is proud of the independence he has achieved.
For over 40 years, Accessible Housing has assisted Calgarians
living in vulnerable positions. In their belief that everyone
deserves a home, they plan to assist 180 Calgarians attain
accessible housing in the next year.
ahscalgary.ca
Living Standards
Accessible Housing Society
STORY INTRO HERE
Name Here of Company Name quatus ditatiscia quunda con cum
recaestrum fugit utempossimus exeria etur? Hillaborum aut quiaspe raecae
periorionse nonse provitias molo exerum harum, iumquat debitat uritatem
quodipis et laccus re veritia inullat ibusam ipitassinus alic te enis nonsequias
ex explam id ut estrum iust,
and average income
2 Abundance of
opportunity
3 THINGS TO IMPROVE
highest and lowest
income brackets
options
to workforce
Vital SignS
Citizen SurVey
yearly gradeS:
B+
B B B+ B
2010
2011
2012
2013
2014
Thriving
Populations
Thriving Populations
Jewish Family Service Calgary
After immigrating to Calgary from Israel 12 years ago, Raisa
Goyham felt lost and frightened. Through their Older Adult
Services program, Jewish Family Services Calgary provided
Raisa with housing that helped her transition into the Calgary and
Jewish communities where she now volunteers with many Jewish
associations. Raisa is thankful for the support services that have
allowed her to be active in her community. Jewish Family
Services creates a place for seniors to feel supported and valued in by
offering programs that promote healthy aging and self-sufficiency.
jfsc.org
STORY INTRO HERE
Connor Smith rempore rrovid Calgary Arts Department cupiduciis nam
reperio restrum explaccum nes estis aut idest vellati doluptatias aut volut ad
et volore que la essinihit maios del ipsam, quid ea doluptatem quam sus ad
quam, imet faceper natur, et aut vendita tatesto omnis. Conet landamusam
rempore rrovid estio te eos et ut molecta cupiduciis nam reperio restrum
explaccum nes estis aut idest vellati doluptatias aut volut ad et volore que.
and average income
2 Abundance of
opportunity
3 THINGS TO IMPROVE
highest and lowest
income brackets
options
to workforce
Vital SignS
Citizen SurVey
yearly gradeS:
B+
B B B+ B
2010
2011
2012
2013
2014
Community
Connections
Growing up in Guyana, Abbas Mancey was always aware
of the male-dominant society which helped shape his
belief in the equality of men and women. As a member of the
volunteer-lead group Men Action Network Calfary, Abbas is
passionate about helping men and boys understand the
significant role they play to prevent domestic violence. Through
presentations and hosting of community events, the group
reflects an ethno-cultural range of members committed
to promoting non-violence as a legacy for future generations.
mancalgary.weebly.com
Community Connections
Men Action Network Calgary
Published Work

Published Work
STORY INTRO HERE
Eloise Kenny of The Calgary Food Bank quatus ditatiscia quunda con cum
recaestrum fugit utempossimus exeria etur? Hillaborum aut quiaspe raecae
periorionse nonse provitias molo exerum harum, iumquat debitat uritatem
quodipis et laccus re veritia inullat ibusam ipitassinus alic te enis nonsequias ex
explam id ut estrum iust, officiet eos eos eos veliqua tumenda ndipsum laborep
raeceaq uiatio. Inverori conet maxim isit accae laut voloritas.. ulparit verchilis
sim ut doloremporem doluptur, nonsequ untion nisto blab iducia.
and average income
2 Abundance of
opportunity
3 THINGS TO IMPROVE
highest and lowest
income brackets
options
to workforce
Vital SignS
Citizen SurVey
yearly gradeS:
B+
B B B+ B
2010
2011
2012
2013
2014
Wellness
Wellness
Wellspring Calgary
After losing her father to cancer, Patti Morris helped create
Wellspring Calgary. As Executive Director, Patti and her team
provide a unique home environment that offers a holistic approach to
those dealing with cancer. Since 2007, Wellspring helps individuals,
families and friends coping with a cancer diagnosis through
innovative non-medical therapy including cancer survivor peer
support, yoga meditative sessions and financial counseling services.
wellspringcalgary.com
and average income
2 Abundance of
opportunity
3 THINGS TO IMPROVE
highest and lowest
income brackets
options
to workforce
STORY INTRO HERE
Connor Smith rempore rrovid Calgary Arts Department cupiduciis nam
reperio restrum explaccum nes estis aut idest vellati doluptatias aut volut ad
et volore que la essinihit maios del ipsam, quid ea doluptatem quam sus ad
quam, imet faceper natur, et aut vendita tatesto omnis. Conet landamusam
rempore rrovid estio te eos et ut molecta cupiduciis nam reperio restrum
explaccum nes estis aut idest vellati doluptatias aut volut ad et volore que.
Vital SignS
Citizen SurVey
yearly gradeS:
B+
B B B+ B
2010
2011
2012
2013
2014
LifelongLearning
Lifelong Learning
Calgary Reads
John Kelly is an avid young laugher, learner and leader at Calgary Reads.
At just four years old, John is already practicing his reading at preschool
and at home with his parents. Knowing that the first five years are
crucial to a child’s brain development, Calgary Reads equips parents
withthetoolstheyneedtogrowsuccessfulreaders.Tosupportchildren
in developing a passion for reading, Calgary Reads understands that
parentsplayalargeroleinhelpingchildrenlearntoreadandreadtolearn.
calgaryreads.com
Environment
STORY INTRO HERE
Name Here of Company Name quatus ditatiscia
quunda con cum recaestrum fugit utempossimus
exeria etur? Hillaborum aut quiaspe raecae
periorionse nonse provitias molo exerum harum,
iumquat debitat uritatem quodipis et laccus
re veritia inullat ibusam ipitassinus alic te enis
nonsequias ex explam id ut estrum iust,
12%
30%
82%
SIMAXIMAGNIS 1,268
UDAERUMQUO 1,100
EVEL SUS DOLORPO 800
ILLACCUM NATEN 600
QUID MAXIMUS 1,117
Sustainability
Vital SignS
Citizen SurVey
yearly gradeS:
B+
B B B+ B
2010
2011
2012
2013
2014
Environment
Ghost River Rediscovery Society
As a young camper at Ghost River Rediscovery’s youth camps,
William Kahnapace showed great potential as a
mentor. Now a youth volunteer for the organization, William
shares his passion for the outdoors through cultural outdoor
education and Aboriginal teachings to younger campers. From
educational hikes to traditional Aboriginal teachings,
campers learn about nature. By sharing the wisdom of elders in
the community, Ghost River Rediscovery helps youth connect with
natureandrediscovertheimportanceofconservingtheenvironment.
ghostriverrediscovery.com

Published Work
InvestYYC.com
GRASSROOTS INSPIRED GRANTS
7,000PEOPLE
23,000VOTES
167PROJECTS
1,200GRANTS
153ART ORGANIZATIONS
7,912EVENTS
2.3MATTENDED
Vital SignS
Citizen SurVey
yearly gradeS:
C
B B B+ B
2010
2011
2012
2013
2014
Arts
Haysam Kadri is a director, fight choreographer, university
theatre instructor and classically trained actor. As Artistic
Producer of The Shakespeare Company, Haysam
creates inventive performances that make Shakespeare
entertaining and accessible to all Calgarians. Plays like
Othello and As You Like It are performed with culturally relevant
themes in a way that engage a younger audience in the art of
Shakespeare. Through a range of outreach programs that focus
on the classics, Haysam nurtures and cultivates the talents of
emerging artists by offering performances, workshops and classes.
shakespearecompany.com
Arts
Shakespeare Company

Published Work
Fall 2014 Spur Magazine Issue Editorial, The Calgary Foundation
As I reflect on summer and fall this year in the city, I remember the vibrant festivals and all the
citizens hitting the street to join in the fun. These past months have been such a great example of what it
means to come together as a community. That is the encompassing purpose of The Calgary Foundation –
a gathering place for community connections to grow.
The Calgary Foundation is a collection of thousands of unique people and organizations who
share the vision of a vibrant, healthy city. The following pages take a look at these individuals,
organizations and groups of thoughtful citizens taking leadership to make that vision happen. Throughout
this issue you will see local business owners who generously gave to The Foundation’s Flood Fund,
profiled in the “Next Generation” section. Inspiring stories of The Foundation’s donors, volunteers and
board members that all strive to enrich our city and the surrounding areas in unique ways. We are
privileged at The Foundation to have board members like Walter Hossli – former executive director of
Momentum and long-‐standing donors and inspirational leaders like Lou MacEachern.

We are always looking for opportunities to discuss bold, innovative ways to move forward in
addressing the emerging needs of our community. In this issue you will find organizations doing just that
– engaging in social enterprise as a new and innovative form of fund-‐raising. These stories of cutting edge
philanthropy include organizations like Kids Cancer Care Foundation of Alberta and Camp Kindle that the
organization publically rents, helping fund the organization. The Calgary Progressive Lifestyles Foundation
launched their Cookies on the Go program, a bakery that employs clients and helps fund their unique
programs empowering adults with disabilities.
Supporting influential projects, groups and people is what we’re all about at The Calgary
Foundation – captured through unique stories of impact in this fourth issue of Spur. As this memorable
summer comes to an end I am excited to see the great people of our city inspire change and remarkable
projects set in motion.
I hope you enjoy the fourth issue of Spur magazine and find the stories of the people and
organizations that make our city a better place as inspiring as I do. The Calgary Foundation impacts every
corner of our city and surrounding areas. As always, we’d love to hear from you; email us at
info@thecalgaryfoundation.org, or call 403-‐802-‐7700.

Eva
Friesen

President & CEO

MRU graduate returns to receive award
October 5, 2012
Emily Nachtigall
Guest Columnist
On Sept. 20, I, along with other students,
faculty and staff, got the honour of hearing
Colleen Abdoulah speak about her time at Mount
Royal and her life journeys that have made her
a successful business woman and inspiring role
model.
Abdoulah is the CEO of a major cable company
called Wide Open West (WOW) and the only
female CEO to lead a top five-cable company.
She was in town to receive a Lifetime
Distinguished Achievement Award at MRU’s
annual Legacy Awards.
She is an inspirational speaker and storyteller
who keeps you hanging on to her every word.
Instead of the traditional dry speech followed by
questions from the audience, Abdoulah had us
howling in our chairs as she told us her
adventures from growing up in small town
Saskatchewan to how she has become an
accomplished business woman.
She explained how having a passion ignites your
road to success, even if you have to try out a few
different projects along the way to find it.
“You might not find your passion right away, but
you will find it eventually,”she said.
Abdoulah channels her passion into both her
career and charitable causes that are close to
her heart. Working for her family’s restaurant,
Abdoulah said she learned how to work hard
from a young age.
Abdoulah was then promoted to the project
manager for the grand opening of Calaway Park
after telling the CEO of the company how she
would run the campaign in a board meeting in
front of the whole company.
“I guess I struggle with boundaries,”she joked
while telling the story,“I’ve since seen a
therapist.”
The company’s manager gave her the job on the
spot despite her young age and lack of
experience due to her passion and drive for the
theme park.
Abdoulah also channels her passion into
helping others whenever she can, donating thirty
per cent of her own income annually to charity.
Helping others who are less fortunate is a value
she said her family modeled for her and one she
holds on to today.
At a relatively young age, Abdoulah moved to
the states to pursue her career path. Although
she has since resided in the states, adopting a
daughter who she has raised there, she still
considers herself a Canadian at heart.
“It is part of me, my soul,”Abdoulah said.“I love
the Canadian people, my family history and the
memories, the beauty of the country, the pace
and size of the population. I try to get back at
least once a year.”
When asked what advice she would give to
Mount Royal students, she replied that students
should take any opportunity you can get in the
workforce, and to have faith in yourself in the
process.
“It is all about enjoying the moment you are in;
being good to others no matter what, because
life is short and things can be circular,”she said.
“What you give comes back to you. I believe
that. I have learned we are not what we do – we
are much more than that. We cannot lose
ourselves in our work.”
The Reflector, Mount Royal University - Feature Article
Published Work

Published Work
The Reflector, Mount Royal University - Feature Article

The Rotary Club of Calgary - Newsletter Insert
Published Work
Rotary

Ignites

The
Rotary
Club
of

Calgary
has
an

incredible
story
to

share
with
Calgarians.

We
want
to
tell
it
in
a

way
that
reflects
what

Rotary
stands
for,

how
we’re
different

and
why
it
matters
to

inspire
current
and

potential
members
to

enjoy
another
100

years
of
fellowship

and
service.

What

In
2011,
Rotary
International
embarked
on
a
multiyear
initiative
to

strengthen
the
Rotary
image
to
motivate,
engage,
and
inspire

current
and
prospective
members,
donors,
partners
and
staff.

Following
in
Rotary
International’s
footsteps,
The
Rotary
Club
of

Calgary,
Downtown
Club
has
launched
Rotary
Ignites
to
tell
our

story
in
a
compelling
way
that
positions
the
club
as
the
top

service
club
in
Calgary
that
inspires
membership
and
confidence

from
the
community.

Why

According
to
the
2014
membership
statistics
report,
membership

numbers
have
dropped
by
49
members
since
2011.

And

demographics
reveal
that
almost
half
of
members
are
over
65
and

have
served
for
over
20
years.
Rotary
Ignites
will
provide
a

strategy
to
engage,
retain
and
recruit
members
to
the
club.

Who

A
committee
of
experienced
Rotarians
from
the
Downtown
Club

chaired
by
Paul
McIntyre
Royston,
communications
director,
will

determine
the
best
firm
to
help
the
club
implement
Rotary
Ignites.

How

Three
local
firms
have
been
chosen
to
present
to
the
Rotary

Ignites
committee
based
on
their
extensive
marketing
and

communications
experience
with
clients
working
for
both
the

corporate
and
non-‐profit
sectors.

When

By
the
end
of
May
the
Rotary
Ignites
committee
will
submit
a

recommendation
to
the
board
for
final
approval.

“Service

Above
Self”

The Calgary Foundation
Backgrounders
Donor Letters
Event Planning
Feature Articles
Social Media
Communications Intern

Nature Conservancy of Canada
Contact Title
Larry Simpson Associate Regional Vice President, Alberta

Phone Email
403 617 1253 larry.simpson@natureconservatory.ca
Website
www.natureconservancy.ca
Current Projects
The Waldron Conservation Project, composed primarily of native habitat, is an area of incredible diversity, rich
history and spectacular scenery known as the Cowboy Trail. The project aims to protect the headwaters of
critical streams and rivers for the entire Canadian Prairies, which provide water for millions of Canadians and
countless wildlife species.
History with The Calgary Foundation
Received $1,000,000 in March 2014 to help fund the Waldron Project to purchase a conservation easement
on the largest block of deeded land located along Highway 22 in the eastern slopes of Southern Alberta.
Vision
The Nature Conservancy of Canada (NCC) protects areas of natural diversity for their intrinsic value and for
the benefit of our children and those after them. (www.natureconservancy.ca)
Mission
The Nature Conservancy of Canada will lead, innovate and use creativity in the conservation of Canada's
natural heritage. We will secure important natural areas through their purchase, donation or other
mechanisms, and then manage these properties for the long term. (www.natureconservancy.ca)
History
Founded in the early 1960s, Nature Conservancy of Canada started was formed by a small group of
individuals who launched a program to take direct, private action to protect natural spaces and promote
conservation. (www.natureconservancy.ca)
Fall 2014 Spur Magazine - Backgrounders for Redpoint Media

Western Sky Land Trust
Contact Title
Ellen Magidson Outreach Coordinator
Phone Email
403 268 4825 emagidson@westernskylandtrust.ca
Website
www.westernskylandtrust.ca
Current Projects
The Bow and Beyond Initiative was created in 2010 as an ongoing signature program to conserve the Bow
River by contacting every landowner along the river from Calgary to Siksika First Nations Reserve. Now in
the second phase, the Bow and Beyond Initiative is reaching out to landowners upstream of Calgary.
Western Sky Land Trust has received grants in the past and has just recently gone through our Spring 2014
community grants cycle.
Vision
Western Sky’s vision is to achieve a significant and measurable conservation impact in Southern Alberta.
(www.westernskylandtrust.ca)
Mission
Western Sky’s mission is to conserve open and natural landscapes that have important natural,
agricultural, scenic, recreational and heritage values. (www.westernskylandtrust.ca)
History
Western Sky was created in the fall of 2004 at the request of Calgary region landowners and the general
public who were concerned about the rate at which treasured landscapes were being lost. Forming an
alliance with these landowners, and like-mind conservation organizations, private citizens, government
and corporate partners, Western Sky began to conserve open space and natural areas in southern Alberta,
particularly within the Calgary region. (www.westernskylandtrust.ca)

Glenbow Ranch Park Foundation
Contact Title
Susan de Caen Executive Director
Phone Email
403 829 7362 susan.decaen@grpf.ca
Website
www.grpf.ca
Current Projects
Glenbow Ranch Park Foundation is throwing its annual Run at the Ranch on July 19 as part of the
organization’s Parks Day celebrations. Through a partnership between 5 Peaks Adventures, Glenbow
Ranch Park Foundation (GRPF), and the Rotary Club of Cochrane, the run is returning in a different
format. The Riversong Run at the Ranch will be part of the 5 Peaks trail running series and will offer
running distances for everyone.
Glenbow Ranch Park Foundation has received grants from The Calgary Foundation in the past.
Vision
Our Vision is Glenbow Ranch Provincial Park as a gem of green space integrated with and protected
from urban development, supported by strong community ties and volunteer commitment and
enhanced by good practices of environmental and cultural stewardship; and a place where children and
adults can learn about Alberta’s dynamic ecosystems and rich cultural past. Our values of community,
environment and education guide our actions. (www.grpf.ca)
Mission
To make Glenbow Ranch Provincial Park a great North American urban park. The design and
construction of pathways and features, volunteer coordination, and educational program delivery will
ensure full integration with the surrounding lands and people, and the protection of this great legacy.
(www.grpf.ca)
History
The Glenbow Ranch Park Foundation was established in 2008 as a partner in the development of
Glenbow Ranch Provincial Park with the Alberta Government. The Harvie Family, whose generous
donation helped establish Glenbow Ranch Provincial Park, and our Foundation C.E.O. Andy Crooks are
co-leading the development of this great legacy. (www.grpf.ca)

May 2014 Fund Statement Cover Letter
The Calgary Foundation!
Dear%Friend%of%The%Foundation,%
%
Enclosed)is)your)fund)statement)to)March)31,)2014.))%
Your%generosity%along%with%support%from%our%donors,%partners,%community%organizations%and%volunteers%
contributed%to%another%successful%year%for%The%Calgary%Foundation%in%helping%Calgarians%build%a%strong%
and%resilient%community.%
)
Year<End)Unaudited)Results)for)April)1,)2013)–)March)31,)2014)
$46.5)million%in%new%gifts%
$34.9)million%granted%to%758)charitable)organizations)
52)new)Funds)
$739.6)million%asset%base%
Primary%endowment%portfolio%@%10%year%return%of%X%%(benchmark)X%)%
%
2013% marked% a% unique% year% for%
The% Calgary% Foundation% in% the%
wake% of% the% Southern% Alberta%
floods% last% June.% With% your% help,%
The% Foundation% established% the%
Flood%Rebuilding%Fund%to%support%
long@term% recovery% efforts% in% the%
province’s%hardest%hit%areas.%As%a%
Fundholder,% your% confidence% and%
continued% support% allowed% The%
Foundation%to%grow%this%Fund%and%
serve% the% needs% of% the%
community.%
%
Thanks% to% your% generosity% we%
have% received% an% astounding% $9)
million)in)donations%which%have%supported%over%90)local)charities%with%$6.2)million)in)grants.%The%Flood%
Rebuilding% Fund% continues% to% support% initiatives% that% strengthen% community% spirit,% rebuild% gathering%
places% and% enhance% resiliency.% The% Fund% is% accepting% applications% on% an% ongoing% basis% through% our%
website.%
%
The%Foundation%is%committed%to%going%green%and%encourages%you%to%use%our%online%Fund%management%
program%DonorCentral.%Please%find%enclosed%a%post%card%with%details%on%how%to%sign%up%for%DonorCentral%
and%have%access%to%your%Fund%at%any%time.%
%
Thank%you%again%for%your%commitment%to%supporting%the%Calgary%community.%I%invite%you%to%contact%
me%directly%with%any%questions%at%(403)%802@7705%or%efriesen@thecalgaryfoundation.org.%
%
Sincerely,%%
%
Eva)Friesen))
President%%&%CEO%
%

!
Dear%Friend%of%the%Foundation,%
!
This past year was marked by tremendous generosity as The Calgary Foundation
and local donors worked together to support our community in the wake of the
Southern Alberta floods. Thanks to your contributions along with the help of over
2,800 other donors, The Calgary Foundation’s Flood Rebuilding Fund was able to
aid long-term recovery efforts in some of the province’s hardest hit areas.
The Fund continues to offer support for programs that restore community spirit,
rebuild public places and enhance civic resiliency. The Fund is accepting
applications on an ongoing basis.
Your generosity has had a lasting positive impact on our communities. We thank you
for your commitment and continued support of The Calgary Foundation.
I invite you to contact me directly with any questions at (403) 802-7705 or
efriesen@thecalgaryfoundation.org.
Sincerely,
Eva Friesen,
President & CEO
To see a full list of the
charities that your donations
supported, visit our website
and download the full Flood
Rebuilding Fund document or if
you would like a copy mailed to
you please contact
XXXXXXXXXXXX at (403) 802 –
XXXX.
!
The Calgary and area community rallied and the generosity has been inspiring.
The Foundation received an astounding $9 million in donations to the Flood
Fund, which has resulted in $6.2 million in grants supporting over 90 local
charitable organizations.
!
Floor Rebuilding Fund letter to Donors

Community Knowledge Centre
The Calgary Foundation recently launched a website called the Community Knowledge
Centre (CKC) – an online portal that showcases local charity profiles to inform, inspire and
connect citizens, donors, media and policy makers to the needs in the community. All
local registered charitable organizations are welcome to create a profile on the CKC website
and to attend a story telling workshop free of charge. The Calgary Foundation hosts specialized
story-telling workshops to help organizations tell their stories in an authentic and inspiring way.
Event Planning, Outreach & Recruitment
Throughout my internship I had the ongoing responsibility of organizing past workshop rsvp
lists for The Foundation’s records and handling the workshop registration for the September
23 workshop on the event website, Eventbrite. I also worked on an outreach and recruitment
project to encourage more local charities to attend the upcoming workshop which required
continuous cross-referencing of previous rsvp lists while engaging new audiences. This project
has included utilizing The Foundation’s various granting contact lists and sending email
invitations to the upcoming workshop.
Workshop Advisor
I acted as a workshop advisor at the May 29 workshop, helping local charity representatives
better tell their organizations’stories through writing exercises and editing.
Research & Evaluation
Research of the effectiveness of the CKC workshops was also a part of my role. I compiled survey
responses given to participants after the May 29 workshop, picking out common themes and the
percentage of respondents who thought the workshop was helpful. I combined social media
feedback into this piece along with the numerical values of how many people attended and
signed up for CKC following the workshop.
Community Knowledge Center Event Planning & Evaluation

Community Knowledge Center Event Planning &Evaluation

Community Knowledge Center Event Planning & Evaluation

As Co-Chair of the Silver Springs
Botanical Garden project, Duncan and
his team recently added a new addition,
the Labyrinth Garden - which has over a
kilometre of pathways, arbours, garden
beds and planters for the entire
community to enjoy.
The Botanical Garden and the
Labyrinth Garden have become famous
within city limits, with visitors from all
over to see Calgary’s largest ornamental
garden complex.
As a community leader, Duncan is a true example of how an inspirational idea and
hard work can result in a beautiful space that the entire community can use.
Silver Springs Botanical Garden
Duncan Badger
Website Feature Articles - Canadian Local Hero Feature
Tweet by Community Foundations of Canada:

Currently working as the communications
advisor at the University of Calgary, Julie
spends her free time volunteering with a
variety of nonprofit community
organizations.
She is actively involved with Honens,
TEDxYYC, Aboriginal Awareness Week
Calgary and The Calgary Foundation’s
Jane’s Walk.
As an instigator and facilitator of the
Confluence Jane’s Walk, Julie engaged a
team of artists, poets, storytellers, youth,
monks and yogis to design an exploratory
walk experience along Calgary’s Bow River.
Walk participants were led through
participatory art installations and collabora-
tions on the theme of 'confluence' over the
duration of the two-hour walk.
Julie is an inspiring example of community leadership by contributing her creativity
and passion to important community projects within Calgary at any chance she gets.
Jane’s Walk Leader
Julie Phillips

Working at the Calgary Dream Centre as
the organization’s corporate
development manager, Christopher gives
back to the Calgary community by
helping transform the lives of men facing
addiction and other life obstacles. The
Calgary Dream Centre provides recovery
programs, life skill training and other
supportive services to help integrate
disadvantaged men back into their
communities.
In the wake of the Southern Alberta floods
last June, Christopher stepped up as a
community hero by facilitating $55,000 in
donations that the Calgary Dream Centre
received directly to individuals displaced
by the flood on the Siksika reserve,
Calgary and High River.
The Calgary Dream Centre quickly became a gathering place for volunteers, where
Christopher and his team connected over 1,000 volunteers to help clear debris for
thousands of Calgarians impacted by the disaster.
Christopher is a true example of how the contributions of passion and generosity
have lasting positive impacts on Canadian communities.
Calgary Dream Centre
Christopher Primeau

Social Media
Twitter
Facebook
LinkedIn

Social Media
One of my main roles during my internship was social media management of The
Foundation’s Twitter, Facebook and LinkedIn accounts. I was responsible for
generating content, researching nonprofit news and engaging with The Foundation’s
followers on a daily basis. Key messaging was a large role in managing the social
media platforms by constructing tweets for The Foundations different audiences
including donors, media, citizens, partners and grant recipients. Social media is a voice
for The Foundation to engage with their publics and a way to be viewed as a thought
leader in the philanthropic community.
Twitter
Used to engage in two-way conversations with key publics
including media, thought leaders and citizens.
Facebook
Used for longer key messages including news articles, reports,
and updates on The Foundation’s initiatives.
LinkedIn
LinkedIn was created in late July, 2014 as an outlet for The
Foundation to attract future employees and connect to a larger
audience.
Social Media Management

www.facebook.com/TheCalgaryFoundation
Twitter

May 2014
www.twitter.com/CalgFoundation

June 2014

July 2014

May 2014

June 2014

July 2014 Continued

www.linkedin.com/the-calgary-foundation

Calgary Flames Foundation
News Releases
Grant Letters
NHL Foundation Award Letter
Coordinator Intern

34th
Annual Calgary Flames vs. Townsend Tigers
Wheelchair Hockey Game
For Immediate Release
Friday, November 14, 2014
Calgary, AB - In their 34th attempt to defeat the mighty Townsend Tigers of the Alberta Children’s
Hospital, the Calgary Flames are hoping to edge their way to their first victory in the annual
wheelchair hockey game on Monday, November 17th, 2014.
The media are invited to attend the wheelchair hockey game which will take place on the lower
level of the Alberta Children’s Hospital in the Ed Whalen Memorial Gym.
Who: Calgary Flames vs The Townsend Tigers
What: 34th Annual Flames vs. Townsend Tigers Wheelchair Hockey Game
When: Monday, November 17th, 2014
Time: 1:40 p.m. (2nd period of game)
Where: Alberta Children’s Hospital
2888 Shaganappi Trail NW
Ed Whalen Memorial Gym
Please park in the Visitors Parkade. Take main elevators by the cafeteria down to LL. Turn left
and go to the end of the hallway. Turn left again at the Gordon Townsend School. Alberta
Children’s Hospital Foundation staff will guide you to the Ed Whalen Memorial Gym.
The Flames versus Tigers tradition began in 1981 and despite their defeats in the gym, the
Flames are still winners at the Alberta Children’s Hospital. The Flames Foundation for Life and
the Rotary Clubs of Calgary teamed up to donate $2.5 million to help build Alberta’s first hospice
facility for children. Right next door to the Alberta Children’s Hospital, Rotary/Flames House helps
families who are in need of respite and palliative care.
IMPORTANT NOTES:
·
The game will consist of two short periods. For patient privacy/security reasons, no video
recording or pictures will be permitted during the first period of the game. Your
cooperation is appreciated.
·
This is a private event. We would appreciate it if you could please refrain from releasing
info to the public until after the game concludes.
For more information contact:
Peter Hanlon Sarah Hood
Vice-President, Communications Community Relations Coordinator
(403) 777-3684 (403) 571-9711
phanlon@calgaryflames.com shood@calgaryflames.com

-30-
www.calgaryflames.com

CALGARY FLAMES IGNITED IN THE COMMUNITY
Wednesday, November 19th
Calgary, AB - The Calgary Flames are committed both on and off the ice. Through the following
programs and events, Flames players give back in support of the community this season.
• TJ Brodie has aligned with Cystic Fibrosis Canada for his program, TJ Brodie – Skate in Strides.
Custom skate guards created by Brodie are sold for $20 at Fanattic stores.
• Matt Stajan is the Flames Ambassador for the Alberta Children’s Hospital this season, where he
volunteers with his wife Katie and personally donates a set of season’s tickets to be given to
hospital patients, families and volunteers. This season, the Stajans have created the Emerson
Stajan Foundation in memory of their son, which benefits the NICU at the Foothills Hospital and
the Alberta Children’s Hospital.
• Mikael Backlund has aligned with the ALS Society of Alberta, an organization that he and his
girlfriend are passionate for. Backlund will act as a spokesperson for the organization, attend
events and promote the ALS Society’s cause.
• KPMG donates $100 per point accumulated by both Backlund and Stajan to The ALS Society of
Alberta and The Emerson Stajan Foundation – a total of $300 directed to each charity for each
point earned.
• Curtis Glencross hosted the third annual Glencross Invitational Charity Roughstock Event in
Red Deer, Alberta this August. Glencross, along with his family and friends organize all aspects
of the event and have raised over $750,000 since the first event.
• Mark Giordano and his wife Lauren have created a new initiative to kick off the season - the
Team Gio Project. This project chooses three Calgary schools over the next three years to be
funded by the Giordano’s and matched by the Flames Foundation for Life.
• Joe Colborne recently created Colborne’s Forces Presented by Packer’s Plus – a program that
donates a pair of season’s tickets to a member of the Canadian Armed Forces.
The Flames Foundation for Life matches each player’s donations up to $25,000. Through various
initiatives, the Calgary Flames Hockey Club and its charitable arm; the Flames Foundation for Life,
continue to touch the lives of thousands of people through its commitment to education, medical
research, health, amateur sports and recreation.
Beyond the above personal commitments, all Flames players continue to be actively involved in team
fundraisers and community programs such as Pond Hockey by Enmax Energy, Flames Fest, Flames
Celebrity Charity Golf Classic, Flames Ambassador Celebrity Charity Poker Tournament, Reading…Give
it a Shot literacy program and many more community appearances through the Flames Foundation for
Life and Community Relations programming.
-30-
For information contact:
Vice-President, Communications Coordinator, Community Relations
(403) 777-3684 (403) 571-9711

FLAMES BETTER HALVES KICK OFF HOLIDAY INITIATIVES
Friday, November 21
Calgary, AB – On December 2 and 6, the Flames Better Halves – the significant others of the Flames –
will host two holiday fundraising initiatives through the Flames Foundation for Life benefitting The
Shoebox Project and the Sheldon Kennedy Child Advocacy Centre.
At the December 2 game against the Arizona Coyotes, Flames fans are asked to bring an unwrapped
shoebox filled with women’s personal necessities such as perfume, gift cards and lotion to be donated
through The Shoebox Project. These shoeboxes will help to make a difference in the lives of women
seeking a safe haven at the Calgary YMCA this holiday season.
The Flames Better Halves will be collecting shoeboxes on the concourse as well as donating shoeboxes
of their own. For each fan who donates a shoebox, their name will be entered into a raffle for a chance to
win great Calgary Flames prizes. Fans are also encouraged to make a donation to The Shoebox Project
which will go towards the future creation of shoeboxes. Find out more at shoeboxproject.com.
On December 6, the Flames Better Halves will once again be on the concourse encouraging fans to
purchase raffle tickets for holiday wreaths custom-designed by players and their significant others,
benefitting the Sheldon Kennedy Child Advocacy Centre.
These one-of-a-kind wreaths, decorated with autographs and hockey pucks, can be won at booths on the
concourse by purchasing raffle tickets from the Flames Better Halves. Tickets are on sale for one for $20
or three for $50. Proceeds raised will be gifted to the Sheldon Kennedy Child Advocacy Centre which
offers hope, help and healing to youth and their families who have experienced child abuse. Find out
more at sheldonkennedycac.ca.
The Flames Better Halves and the Flames players will make their annual holiday visit to the Alberta
Children’s Hospital and will be decorating the Rotary Flames House for the holidays. In addition to their
holiday initiatives, the Better Halves give back to the community through volunteer work and an annual
fundraiser. For this year’s fundraiser, the Better Halves have come together to host A Night Under the
Stars – with Matt and Katie Stajan, where funds will be directed to the Foothills NICU through the
Emerson Stajan Foundation. Find out more at flames.nhl.com/club/page.htm?id=101918.
- 30 -
For information, please contact:
Vice President, Communications Community Relations Supervisor
(403) 777-3684 (403) 571-9711
phanlon@calgaryflames.com shood@calgaryflames.com
www.calgaryflames.com

FLAMES FOUNDATION FOR LIFE ANNOUNCES COMMUNITY
SUPPORT OF OVER $2.3 MILLION LAST SEASON
Calgary, AB – The Flames Foundation for Life is proud to announce over $2.3 million in donations were
distributed last year in support of health and wellness, amateur and grassroots sports and education
programs and initiatives.
Every season the Flames Foundation for Life support the University of Calgary, Mount Royal University
and SAIT hockey programs and award Harley Hotchkiss scholarships. The Foundation makes hockey
more accessible through the Flames EvenStrength program with Hockey Calgary, the HEROS program,
and supports Calgary’s AJHL and CWHL teams. In addition to these contributions, $103,000 was gifted to
support amateur and grassroots sports through the Flames 50-50 program.
In response to the 2013 Southern Alberta floods, $1 million was donated to the Canadian Red Cross in
support of flood relief and rebuilding efforts. The Foundation’s commitment to amateur and grassroots
sports is paired with a long term commitment to health and wellness initiatives, including a $1 million
commitment to the Kids Cancer Care Foundation’s Camp Kindle and the Rotary Flames House along with
education initiatives such as Flames@School website, the Flames YMCA Grade 6 Membership Program
and the Reading…Give it a Shot! literacy program.
Along with supporting annual commitments to the above programs, the Flames Foundation for Life issues
grants to CRA registered charities in support of health and wellness, amateur and grassroots sports and
educational programming.
OVER $2.3 Million DISTRIBUTED IN TOTAL IN SUPPORT OF SOUTHERN ALBERTA
The Flames Foundation for Life was created over 30 years ago when the Flames were brought to Calgary
with the mission of improving the lives of Southern Albertans through support of health and wellness,
education and amateur and grassroots programs.
-30-
For information, please contact:
Peter Hanlon Sean Kelso
Vice President, Communications Director, Media Relations & Communications
(403) 777-3684 (403) 777-1387
phanlon@calgaryflames.com skelso@calgaryflames.com
www.calgaryflames.com/foundation

May
14,
2015

Grant
Recipient

123
Main
Street
SW

Calgary,
AB

Dear
Ms.
Smith,

As
previously
discussed,
enclosed
is
a
cheque
for
$_______
from
the
Flames
Foundation
for
Life

in
support
of
your
organization.

We
are
proud
supporters
of
your
organization
and
the
work
you
do
help
fund
the
important

programs
that
help
youth
across
Canada.
Thank
you
for
your
ongoing
commitment
to

strengthening
our
community.

The
Flames
Foundation
for
Life
continues
to
touch
the
lives
of
thousands
of
people
through
its

commitment
to
education,
health
and
wellness
and
amateur
sports
and
recreation
in
Southern

Alberta
communities.
For
over
30
years
the
Flames
Foundation
for
Life
has
invested
over
$30

million
back
into
the
community
by
supporting
organizations
like
yours
who
do
such

tremendous
work
to
improve
the
lives
of
Calgarians
and
Southern
Albertans.

Best
Wishes,

Candice
Goudie

Executive
Director,
Charitable
Foundations
|
Community
Investment

Calgary
Sports
and
Entertainment
Group

403-‐777-‐3689
|
cgoudie@calgaryflames.com
Grant Letter Example
Flames Foundation for Life

NHL Foundation Letter
Nomination of Mark Giordano for 2015 NHL Foundation Award
To
Whom
It
May
Concern,

Over
the
past
two
years,
I
have
had
the
privilege
of
working
with
Mark
Giordano.
Mark
has
always
been
an
exceptional

hockey
player,
inspirational
teammate,
and
most
importantly,
an
ambassador
of
his
community.

Mark
is
a
proven
leader
both
on
and
off
the
ice.
Taking
the
Flames
through
a
major
transition
period,
he
has
shown
the

power
of
true
leadership
and
set
the
bar
high
for
the
team’s
community
presence.
Mark
embodies
everything
it
means

to
be
a
community
ambassador
through
the
launch
of
his
own
charitable
program
and
his
continued
involvement
with

the
Flames
charitable
arm,
The
Flames
Foundation
for
Life.

In
the
last
few
years
Mark
has
achieved
greatness
in
his
hockey
career.
He
continues
to
lead
the
team
to
success,
not

only
through
his
guidance,
but
also
through
his
individual
performance.
One
of
the
greatest
aspects
of
Mark’s
character

is
how
dedicated
he
has
remained
to
investing
in
causes
he
believes
in
to
help
strengthen
his
community.

Prior
to
the
2014/15
season,
Mark
and
his
wife
Lauren
created
the
Team
Giordano
program
in
partnership
with
the

Calgary
Board
of
Education
to
mentor,
inspire
and
educate
students
based
on
principles
that
he
believes
are
the
keys
to

success
in
all
walks
of
life.
Donating
funding
to
three
Calgary
schools,
this
program
provides
new
gym
equipment,

computers,
and
a
mentorship
program
ran
by
Mark
and
Lauren
to
be
available
for
all
students.

In
2011,
Mark
launched
the
5-‐for-‐5
program
through
Habitat
for
Humanity.
Mark
and
Lauren
act
as
spokespeople
for
the

organization,
and
consistently
donate
funds
that
are
matched
by
the
Flames
Foundation
for
Life.
The
5-‐for-‐5
program

aimed
to
build
five
homes
for
Habitat
for
Humanity,
one
in
Calgary,
and
four
in
Africa
and
Asia.

Giordano’s
modest
style
of
leadership
has
acted
as
an
undercurrent
for
the
Calgary
Flames
as
a
whole,
encouraging
each

player
to
contribute
to
the
team
and
to
give
back
to
the
community
they
call
home.
He
is
always
quick
to
credit
his

teammates
for
his
successes
and
to
stress
the
importance
of
teamwork
any
chance
he
gets.

It
is
with
great
pride
that
I
recommend
Mark
for
the
2014/15 NHL
Foundation
Player
Award.
Without
a
doubt,
Mark

consistently
demonstrates
perseverance,
dedication
and
teamwork
required
by
the
game
both
on
the
ice
and
in
his
own

life.
Mark`s
unwavering
commitment
to
his
team,
launch
of
his
own
charitable
program
and
support
of
the
Flames

Foundation
for
Life
all
combine
to
make
him
worthy
of
this
award
as
an
ambassador
of
the
Calgary
community.

Sincerely,

Brian
Burke

President
of
Hockey
Operations

Calgary
Flames
Hockey
Club

Bachelor of Communication
Communications Plans
Event Plan
News Releases
Graphic Design
Public Relations Student

Literacy for Life Foundation
Community Service Learning Project, September-December 2014
Strategic Communications Plan
Volunteer Recruitment & Attainment
COMM 4860 - 001
Lisa Copeland, Alyssa Briggs,
Trent Warner, Emily Nachtigall
Prepared for: Allison MacKenzieDecember 2014

The following is a strategic communications plan targeted toward the recruitment and retention
of volunteers at the Literacy for Life Foundation. Literacy for Life is a non-profit, charitable
organization that seeks to improve literacy rates across the M.D. of Foothills. This plan was
commissioned to provide an analysis of Literacy for Life’s current communications environment
and give insight into what the organization can do to become a leader in volunteerism.
Research conducted draws attention to Literacy for Life’s current demographic, environment,
communications practice, implications and issues. This has allowed for thoughtful selection of
appropriate communications strategies to help successfully manage issues, and achieve goals
and objectives. The goals of this strategic plan are to increase volunteer recruitment and
retention in the coming year, leading toward a large volunteer database for Literacy For Life’s
major 2015 event, the Grate Grown-up Spelling Bee.
The strategy and approach used for Literacy for Life’s recruitment and retention campaign
provides a solid framework for the specific tactics employed to execute the campaign, and will
help to make the campaign successful. Literacy for Life’s recruitment and retention campaign
will use both proactive public relations strategies from Smith (2013) and best practices for v
olunteer recruitment taken from two award-winning CPRS case studies dealing with volunteer
recruitment. Moving forward, this triangulated approach will use specific communications
tactics to successfully execute the strategies outlines above.
Key messages have been composed and written to appeal to the interests of both potential and
current volunteers. These key messages are worded in a way that will resonate with the target
audience, and encourage them to participate in this rewarding volunteer experience. These
messages have also incorporated the idea of skill-based volunteerism, giving the target audience
confidence in the idea that they will be completing work that they are passionate about.
After carefully selecting the communications approach and message strategies, five key tactics
have been selected to help the organization reach its goals and objectives. These tactics include
the creation of volunteer handouts outlining the benefits of volunteerism within Literacy for
Life, school outreach programs, a promotional video, heightened attention toward traditional
media focus, and an improved volunteer advertisement for community databases. These tactics
are meant to move the organization to action, and are paired with a schedule of implementation
and budget.
Lastly, this strategic plan will outline the means by which the results will be evaluated. This will
allow for current perceptions to be measured, via specific outputs and outcomes. Evaluation
methods will allow for the organization to analyze the extent to which goals and objectives have
been met regarding volunteer retention and recruitment for the 2015 season.

Environmental Analysis
The third area researched included an in-depth analysis of the internal and external
environment at LFLF. LFLF’s strengths and weaknesses were determined by looking at
information gathered from meetings with staff at the organization, as well as researching
other non-profit organizations in the area. The internal analysis showed that LFLF has a small
working team, which is challenging because staff have many duties and cannot commit
wholly to the communications function. Although LFLF has a small working team, the
organization is able to thrive due to a variety of skills and backgrounds. LFLF has a board of
governance, which includes a member with a communications background. The external
analysis showed that LFLF faces both strengths and weaknesses resulted from the
organization being located in a small town. The strengths include being able to use
word-of-mouth as an effective form of communication. The weaknesses include having a
large amount of competition for volunteers in the community.
An analysis of current strengths, weaknesses, opportunities and threats (SWOT) facing
Literacy for Life was completed. For a detailed explanation regarding this analysis, please
refer to appendix D.

As a result of research regarding target audience, current communication collateral, the environment,
trends in volunteerism, strategy and case study analysis, these following recommendations are
suggested to position LFLF as a leader in volunteerism within the M.D. of Foothills:
• Involve community members in all aspects of the organization
• Use word-of-mouth and interpersonal communication to communicate with the community
• Utilize existing volunteers to recruit new volunteers from their personal networks
• Create events where LFLF can interact with community members and they can be introduced to the
organization
• Create opportunities for community members to trial LFLF’s services
• Utilize physical volunteer sign-up forms at community events and gatherings
• Interact with the community on social media and limit social media to two outlets
• Survey current volunteers to determine areas for improvement and volunteer motivations
• Leverage existing local media partnerships
• Create unique content for media to increase LFLF’s messaging
Current Volunteers
• Current volunteers have had a positive experience with the organization and its staff, but are ready
to move on to other experiences or are looking to downgrade their time commitments with the
organization. In recommending others to volunteer, they see Literacy for Life’s continued success
and help it achieve sustainability while minimizing their personal commitment.
Potential Volunteers
• Literacy for Life provides volunteers with ongoing training, intergenerational opportunities and
flexibility while also providing them with the joy of giving back to the community.

Task Management Goal: To develop a tailored volunteer experience that increases the
recruitment of volunteers.
Objectives
• Awareness – To have an effect on the awareness of LFLF as providing a rewarding volunteer
experience. Specifically, to maximize comprehension around the benefits of volunteering with
potential volunteers from 45 to 60 per cent by January of 2015.
• Acceptance – To have an effect on the acceptance that LFLF provides rewarding volunteer
experiences. Specifically to increase acceptance with potential volunteers from 30 to 40 per
cent from January to April 2015.
• Action – To have an effect on the action of potential volunteers in the M.D. of Foothills.
Specifically, to increase the number of volunteers with LFLF from 15 to 25 people from April to
July 2015.
Relationship Goal: To create an immersive and rewarding volunteer experience that
retains existing volunteers.
Objectives
• Awareness – To have an effect on the awareness of the impact that volunteerism at LFLF has
on the community. Specifically, to generate awareness with current volunteers from 75 to 85
per cent by January of 2015.
• Acceptance – To have an effect on the acceptance of LFLF as a leader in volunteer
opportunities. Specifically, to reinforce attitudes with current volunteers about the positive
experience provided from 20 to 28 per cent from January to April 2015.
• Action – To have an effect on the action of current volunteers to volunteer with LFLF again in
2015. Specifically, to retain 50 per cent of the current volunteer database by July 2015.
A positioning statement allows for an organization to seperate itself from competitors. In
addition to specific key messaging, a positioning statement should be implemented into the
communications material to showcase LFLF’s competitive edge as a non-profit deserving of
volunteers. The positioning statement is as follows:
LFLF offers a wide range of meaningful volunteer opportunities to community
members in the M.D. of Foothills.

To effectively recruit and retain volunteers, strategic messaging must be implemented into LFLF’s
communication materials. Using processes from Smith, heuristics, and case studies, specific
messaging is recommended to motivate volunteer action. Two specific audiences have been
identified as the main stakeholders in retaining and recruiting volunteers. This includes both
potential and current volunteers.
Key Messaging
Current Volunteers:
1. Your volunteerism has made a difference in the community, and your skills have directly impacted
those who are working to improve their literacy.
Proof Points:
• The 2014 Grate Groan Up Spelling Bee raised over $27,000 for literacy programs
• Funds are used to provide free literacy programs for community members
2. Volunteer duties have been enhanced for the 2015 season to implement skill-based volunteering,
allowing you to work in the areas that interest you the most
• LFLF has volunteer positions related to communications, accounting, art and design
• A commitee organizes the event, and each volunteer is assigned a task that is most
meaningful to them. Leadership roles are available
3. Engaging in consistent volunteerism with Literacy for Life is an excellent addition to your resume,
and we are committed to providing you with work that will aid in your professional and personal
development
• The majority of employers see consistent volunteerism as an asset
• Members of the media, as well as corporate sponsors, attend our events which offers the
ability for our volunteers to network. with other professionals
Potential Volunteers:
1. Literacy for Life provides a fulfilling volunteer experience that positively impacts the community.
Proof Points:
• $27,000 was raised at last year’s Grate Groan Up Spelling Bee, which is allocated toward the
enhancement and implementation of effective literacy programs
• Volunteers are able to personally connect with clients at LFLF
2. By volunteering at Literacy for Life, you can implement your existing knowledge while adding to
your current skillset.
• The event organizing commitees allow you to choose the task that resonates with you
• Learning coach positions are available, allowing you to gain teaching skills
3. Volunteering with Literacy for Life provides you with the ability to spark new relationships with
community members that can be of both a personal and professional benefit
• A variety of corporate organizations participate in the Grate Groan Up Spelling Bee, giving
our volunteers the ability to network both personally and professionally
• Volunteers are involved in each aspect of the organization, meaning that they are personally
able to communicate with clients in order to make a larger impact in the community

With scarce resources both in terms of personnel hours and funding, LFLF’s budget for
communications is tight: LFLF has been given an initial time budget of 27 hours, to be followed
by eight to ten hours monthly. The overall financing required for the project will be $192.50.
Because of this, the proposed budget has been created in such a way that it can be scaled
down to fit LFLF’s resources as they fluctuate over time. The following budget utilizes Smith’s
concept of objective-based budgeting where the organization will utilize its resources to
implement the tactics integral to achieving its objectives (2013, p.321). To achieve LFLF’s
objectives stated previously, this budget model uses tactics according to resource availability.
The budget is broken down based on the five major tactics discussed previously. Within each
section, costs considered include personnel, production, distribution and materials. The full
budget can be seen in appendix F.
Program evaluation is one of the most important steps of a strategic communications plan. Through
evaluation, LFLF will be able to measure its progress in reaching the established objectives and
make changes as necessary before the plan’s end. In the table below, formative evaluation refers
to baseline measurements made so that degree of change can be measured. Midpoint evaluation
refers to evaluation that will occur through the plan’s implementation to ensure it is working as
intended. Finally, the summative evaluation refers to the final evaluation at the completion of the
plan’s implementation.

Pacekids Society
Social media marketing presents Pacekids with an opportunity to expand and communicate
to its key publics in an efficient and cost-effective way. The implementation of a YouTube channel
represents a new platform for Pacekids to reach its organizational goals and develop its current
social media platforms. The dynamic and fluid nature of social media requires the employment of
content guidelines, policies and an overall well-defined strategy.
With a clear strategy in place, Pacekids will be able to effectively increase channel
subscriptions, video views, as well as drive traffic between existing social media outlets and toward
the organization’s home page. Ultimately, the implementation of this new platform will work to
increase Pacekids’online presence as a premier treatment centre for children with special needs.
Pacekids can only achieve the stated goals if a target audience is clearly defined. Social
media success heavily relies on the ability to communicate with the proper publics in an effective
way. Targeting the information seeking audience of families with special needs children and
educating them with the proper information on Pacekids’therapeutic programs will ultimately
increase traffic towards the platform.
If implemented properly, Pacekids can utilize YouTube in the following ways:
• Provide links to Pacekids’website as well as current social media outlets
• Encourage current Facebook and Twitter followers to subscribe to channel
• Increase subscription rate with consistent and relevant uploads
• Illustrate Pacekids’mission statement effectively through child success stories
• Highlight Pacekids’milestone and promotional events
• Effectively communicate with key audience to promote Pacekids and increase program sign-up
rates
Community Service Learning Project - February 2014
YouTube
CommunicationsPlan
EXECUTIVESUMMARY
The target audience for the Pacekids Programs’YouTube channel portion of the awareness and
recruitment campaign is potential families with disabled children who could benefit from the
services provided by Pacekids. Potential families are currently an aware public who recognize
their situation and understand that potential agencies that can provide assistance exist within the
city. Many of these members of the key public get referred to agencies from social workers,
physicians and other gatekeepers in the community.
TARGETAUDIENCE

Action Priority Details Frequency Time
Increase
video views
1
Post videos with key
words, promote
videos on web page
& social media
Continuous 30 mins
Encourage Channel
Subscriptions
1
Viewers will be
inclined to subscribe
to channel when
interesting
videos are posted
regularly
Continuous 30 mins
Develop video
content plan
1
Decide on posting
schedule (weekly,
monthly, when
applicable, etc.)
One time 1 hour
Promote channel via
existing social
media outlets
1
Leverage videos
through promotion
on Twitter &
Facebook when new
content is added
Continuous 1 - 2 hours
• Video Sharing - 1-2 hrs / week
• Provide links to Pacekids’website as well as current social media outlets
• Encourage current Facebook and Twitter followers to subscribe to channel
• Increase subscription rate with consistent and relevant uploads
• Illustrate Pacekids’mission statement effectively through child success stories
• Highlight Pacekids’milestone and promotional events
• Effectively communicate with key audience to promote Pacekids and increase program sign-up
rates
ACTIONPLAN
YOUTUBECHANNELGOALS
SOCIALMEDIASTRATEGY
For the social media strategy, our team will implement an organizational media tactic in the
form of an interactive social media YouTube channel. This YouTube channel will be used to interact
with Pacekids’key publics. Videos posted to the channel will help to reinforce the Pacekids
know-how and expertise to drive its key publics to action. The channel also aims to drive traffic
towards other existing Pacekids social media platforms and its website. Through the integration of
Pacekids’web links, key messages and information, the YouTube channel aims to increase
awareness, acceptance, and drive action towards Pacekids’therapeutic programs. YouTube
provides the capability to interact with key publics in an entertaining and impactful way.

INTEGRATION
The following points provide suggestions of how to properly and effectively integrate YouTube into
Pacekids’existing social media outlets on an ongoing basis.
1. Begin by deciding how often to make posts from Pacekids social media outlets.
• Tweets, Facebook posts and YouTube videos should be updated regularly in order to provide
new and relevant content.
• Develop a content plan.
• Will Pacekids be posting high-quality material once per month, or shorter informational bits on a
weekly basis? • Likely, Pacekids will want to be consistent with a theme of heartfelt videos.
2. Be prepared to capture special moments on film at any given time.
• Have a camera handy in case something video-worthy happens unexpectedly.
• Take opportunities to interview anyone visiting the Pacekids facility who as a story.
• At events, begin filming even if nothing particular is happening. These videos can be used as
fillers and transitional shots in future videos.
• The idea is to be prepared to capture content that can be used later.
3. Create an abundance of footage.
• It is a good idea to capture an amount of footage that can be edited into numerous clips.
4. Review resources and examine content.
• What content does Pacekids already possess which can be used for future videos?
• Who is available both internally (employees) and externally (parents or donors) for speaking
roles in videos?
• Create separate videos which highlight each of Pacekids’programs individually.
5. Promote YouTube videos via Twitter, Facebook, and main Pacekids website
• Tweet about new videos.
• Post them to Facebook.
• Post them to any blogs regarding Pacekids.
• Send completed videos out with press releases to bloggers so they have an opportunity to
learn more about Pacekids.
In order to strategically evaluate the success of the YouTube content, views and video
comments will be taken into account. If a specific video gains a significantly higher number of
views than others, then that type of content will be deemed most effective. YouTube has a
monitoring program built into its design in order to measure views and feedback. This allows for
accurate measurements to be analyzed when evaluating the success of the channel.
Through an ongoing content analysis of the channel, it is possible to disseminate messages
and analyze the effectiveness of the content. Additionally, the size of the audience can be
reported and feedback can be given either by comments, or by one-on-one interviews with
parents who have been exposed to the YouTube content.
The final evaluation will be used by Pacekids to decide how it can allow the channel to be
sustainable over a longer time frame. By providing specific measurements regarding the reach of
the channel, Pacekids will be able to decide which type of content is the most effective.
KEYMETRICS

Fortress Mountain Ski Resort
Social Media Analysis & Strategy - November 2013
Strengths
• Facebook presence (0ver 1,000 likes)
• Close proximity to the city
• New added winter activities to attract new audiences (igloo building,
snow shoeing, ice climbing wall)
• Transportation services provided to get skiers up to the lodge, and to
the ski shop
• Evaluate every skier’s abilities and a ski run plan
Weaknesses
• 6 years of on-going construction (not currently open)
• Not communicating end construction dates to skiers
• Snow Cat Skiing limits clientele to a very small niche audience
• Renovations and construction are costly
• Twitter page lacks original content, is just simple linked to Facebook
feed
Opportunities
• Reach out to advanced skiers that would appreciate a less crowded ski
hill with more channelling runs
• Promotion of tourism for Alberta and skiing
• Strong relationship with Travel Alberta
• Market to other types of skiers other than advanced
• Building relationships with surrounding ski hills through cross promotion
Threats
• People gravitating to other ski hills
• Competition with other ski hills
• Not as recognized as other major ski hills
• $450 for Snow Cat Skiing per individual
• Weather (road conditions)
• Gas prices (people having to drive)
SWOT Analysis
Social Media Analysis
Fortress Mountain is currently active on Facebook, Twitter and Youtube, and their website
links directly to each of these platforms. Their Facebook page posts a lot of photos of cat skiing and
talks about snowfall, but more emphasis should be put on when they are planning to reopen the hill
and updates of the construction process. Their Twitter feed is just a repeat of all of their Facebook
posts with links back to their page. They should post more original content rather than repeating
everything they already stated on other platforms, and should also interact with their followers to
increase engagement. There are no replies to followers or retweets, and the automated Facebook
posts show that they do not put any effort into their Twitter page, it is just simply there as another
social media platform to be on and is not looked after. Their Youtube channel only has 6 videos, 4 of
which are just copies of Travel Alberta’s“Remember to Breathe”campaign, so there is only 2 videos
with original content. Nothing has been posted for the past year. Their website is poorly designed
and appears that is has not been updated for quite some time.

Social Media Strategy
As once loved ski hill by many Calgarians and others from surrounding areas, the new
Fortress Mountain will attract its former skiers as a new and improved ski hill to enjoy with friends
and family. The new Fortress Mountain ski hill will provide services and activities to a variety of
skiers from advanced skiers to families. Both Snow Cat Skiing for advanced skiers, regular skiing
including Blue, Green, and a variety of Black Diamond runs will be available, which will appeal
to a wide variety of audiences and potential new customers and position Fortress Mountain as a
direct competitor among the elite ski hills in the Alberta area. The social and digital media
strategy for the re-opening of Fortress Mountain will incorporate all of these key audiences by
creating and disseminating the overall message of Fortress Mountain as a multipurpose ski hill to
be used by all skiers.
Social Media Tactics - Awareness Building
Facebook
• To drive awareness partnering with a retail ski and snowboarding company
• Using Facebook to create two-way communication with guests. Inviting them to like
the page, comment, post pictures
• Facebook will be used to let people know what types of activities we offer in addition
to skiing and snowboarding
• Facebook will be used to launch contests
Instagram
• Using Instagram to post photos of our runs and the beautiful scenery
• Use Instagram to allow guests to post the pictures they capture throughout the day
• Contests through Instagram by using certain hashtags on photos taken at the hill
• Using Instagram video to capture events and skiers on the hill
• Using Instagram to showcase staff and regular skiers
Twitter
• Twitter will be used to post information about weather conditions
• Updates on current information about anything going on at Fortress Mountain
• Countdown to the opening of the ski hill
• Posting information about any special offers
• Posting any information about current promotions and contest
YouTube channel
• Guests can post their own videos of people skiing and snowboarding on the hill
• Targeted videos for the advanced skiers of skiers and snowboarders going off jumps
and doing tricks

Event Plan Assignment
2014 ICAA 2014 AGM Brief - April 2014

September 16, 2012
For immediate release
NEWS RELEASE
MRU Graduate turned major CEO re-visits Mount Royal
CALGARY – September 16 – On Thursday, September 20, Colleen Abdoulah
will be on campus at Mount Royal University (MRU) to receive the Liftetime
Achievement Award at MRU’s annual Legacy Awards. Abdoulah graduated from
MRU in 1979 with a degree in public relations.
Today she is an accomplished businessperson, being the first woman to run
one of a top five cable-operating company in the U.S. As the CEO of cable, Internet
and telephone company, Wide Open West (WOW), Abdoulah lead the company to
earn 14 J.D. Power and Associates awards for customer satisfaction. She is also a
humanitarian who strives to help others by actively engaging as a board member on
non-profit organization the Rocky Mountain Children’s Law Center and also by
donating 30 per cent of her own income to charity.
Abdoulah’s immense achievements in her business career and the positive
impact she has had on others through her charity work and donation make her more
than deserving of the Lifetime Achievement Award.
“I am thrilled to be coming back to see the University – to speak ... and to have
fun at the awards ceremony. I am crazy excited to have my family and friends
with me at the event as well. I just feel like I can’t say thank you enough for my
blessings. I am very fortunate,”said Abdoulah.
Abdoulah is a remarkable role model for the students of MRU by showcasing
the rewards of compassion and hard work. From 11 a.m. until noon on Thursday
Abdoulah will be present in EA1031 to speak with students and faculty.
For more information, please contact:
Emily Nachtigall
Second year Public Relations student, MRU
1 403 828 6362, enach144@mymru.ca
-30-

Canadian Public Relations Research Foundation
January 28, 2013
NEWS RELEASE
Former editor of Calgary Journal speaks of the future in media relations
TORONTO – January 28 – The Canadian Public Relations Research
Foundation (CPRRF) held their tenth annual media relations conference this past
Saturday, Jan. 26, uniting professionals working in the media for conversation about
the future of media relations in their fields.
Christine Ramos, one of the key speakers at the conference provided a vision
of the future of media relations through the lens of a journalist and editor. Ramos is
a former writer, section editor, and co-editor and chief for the Calgary Journal who is
now working as a technical freelance writer.
The importance of online presence through social media in the future of media
relations was a topic of discussion.“Breaking the news has become a race between
civilian journalists, bloggers and other news sources,”said Ramos,“there are so
many platforms and people communicating messages that it becomes more
competitive, and these social media spheres will only continue to grow in size and
importance.”
Ramos explained that in the midst of this social media revolution, media
relations professionals need to remember that“People are you’re best tool.
Establishing a sense personability, some type of connection besides the fact that PR
and journalists are making a business transaction in the form of trading information.”
Over 500 influential people in the Canadian media community attend the CPRF
media relations conference every year to strengthen relationships between public
relations professionals and journalists, with the goal of providing truth to Canadians
through the media.
The CPRRF was founded in 1987 in Toronto by a group of public relations
professionals in order to strengthen the Canadian communications community by
providing a foundation of knowledge of the profession.
For more information, please contact:
Emily Nachtigall, Media Relations DIrector
1 416 738 9944, emilynachtigall@CPRRF.org

-30-

Motor Geniuses
February 22, 2013
NEWS RELEASE
MG announces recall on Canadian MG and Catillac Vehicles
 
OTTAWA – MG Canada will be holding a press conference to announce a
recall Tuesday, April 2, for 22,000 2013 MG Sedona and Catillac Escapade models.
The models are at risk of rolling away because of a broken lock in the steering
column or a faulty parking break, confirmed by the Canadian Vehicle Safety
Administration. 
“Our main concern is the safety of our customers,”said MG’s CEO Bob Smith.
“You can trust we are taking this issue very seriously and are taking all precautions
to ensure the safety of our customers is not compromised in the future.”
The recall process will begin on April 3, testing each vehicle for both possible
defective parts and replacing the pieces if necessary. Owners will be supplied with
rental car service or public transport aid while vehicles are being fixed.
MG was founded in 1908 and is Canada’s oldest and largest car company.
Employing over 23,000 Canadians, MG is committed to providing customers with
the best-made vehicles in Canada. For more information visit www.mg.ca or contact
your local dealership.
For more information, contact:
Emily Nachtigall, Media Relations Director
613-987-3949
enachtigall@mg.ca
-30-

Design Project
Alberta Adventure Guide - April 2014

Undergraduate Thesis
The Ethics of CSR In Professional Sport:
An Analysis of Professional Hockey CSR Programs

THE ETHICS OF CSR IN PROFESSIONAL SPORT:
An Analysis of Professional Hockey CSR Programs
To what extent do CSR campaigns
need to reflect organizational culture
in professional sports?
RESEARCH Q:
VS.
HITMEN FIGHT CANCER TEAM GIORDANO
IMPLICATIONS:
• high media scrutiny = high expectations of community involvment
• atheletes = brand ambassadors of campaigns & public figures
• social media = atheletes online actions affect CSR campaigns
Hitmen Fight
Cancer Campaign
• School outreach program launched by Calgary
Flames captain, Mark Giordano & his wife
• Promotes physical fitness, academics, healthy
lifestyles, leadership development, community
involvement & positive behavior in local schools
• Includes a mentorship program integrated with
the core success factors in hockey to help kids
• Aligns with the mission of the Calgary Flames
organization: “to ensure that the team would
have a positive impact on the quality of life in
Southern Alberta”
• partnership with Canadian Breast Cancer
Foundation for 7 years
• annual home game at the end of October is
main support (Breast Cancer awareness month)
• Hitmen players wear the original jersey of the
team, pink jerseys that are auctioned off after
• Original jerseys are not pink in colour because
to support breast cancer, this evolved after
• Organization is at risk for being accused of
“pink-washing” due to male-dominated internal
structure in management & team aspects
PINK-WASHING:
CASE ANALYSISCSR IN THE PROFESSIONAL SPORT INDUSTRY
“A company or organization that claims to care
about breast cancer by promoting a pink ribbon
product, but at the same time produces, makes
or sells products that are linked to the disease
”
CONCLUSIONS:
• Current literature suggests that successful
CSR programs reflect internal culture and
that ethics need to be woven into the cultural
fabric of the organization that flows through
the values of every employee
RECOMMENDATIONS:
Due to the male-dominated internal structure of
professional hockey teams and the link between
feminist activism and breast cancer support results in
an increased possibility for sports teams to be accused
of pink-washing.
• Awareness of pink washing as a public relations
threat for professional sports teams engaging in
breast cancer support
• The need for internal culture, values and mission
to be integrated into CSR programs
Team Giordano
Program

Earls Restaurant
Facebook
Twitter
Instagram
Graphic Design
Marketing Manager

Social Media Work
www.facebook.com/Earls16thAve

Social Media Work
www.instagram.com/earls16thave

Social Media Work
www.twitter.com/Earls16thAve

Graphic Design
Earls Social Media Poster - March 2013
Follow
@Earls16thAve
www.facebook.com/
Earls16thAve
@Earls16thAve
Us . . .

Graphic Design
Event Poster & Table Cards - December 2013
A Gatsby New
Years Eve
at Earls 16th Avenue
Featured Drinks
White Peach Bellini - $5
Earls Old Fashioned - $10
Whiskey Smash - $ 7.75

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