Kaylyn, Katie, and Justin worked on a campaign called "Coloring the Cahaba" to connect Birmingham students to the Cahaba River Society's mission of protecting the Cahaba River. They exceeded their goals of increasing CRS's social media followers, selling artwork at an art event, receiving donations, and receiving art submissions from students. Over 100 students from 6 schools submitted 165 pieces of artwork. The art event raised $274 for CRS. They secured media coverage and donations from local businesses totaling over $600 in value. The campaign was successful in involving students in the Cahaba River and raising funds and awareness for CRS.

1. 1
1101
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Annual Report:5
Coloring the Cahaba Campaign6
2013-20147

2. 2
Contents8
I. Introduction ....................................................... Error! Bookmark not defined.39
II. Group Contract ..................................................................................................4-710
III. Individual Contracts11
A. Kaylyn Alexander……………………………………………………………8-1112
B. Katie Stewart…..……………………………………………………………12-1513
C. Justin Gilbert…..……………………………………………………………15-1814
IV. Coloring the Cahaba15
A. Outreach ……………………………………………………………………19-2016
B. Success …………………………………………………………………………2017
C. Failures ……….……………………………………………………………20-2118
V. Appendices………..……………………………………………………………..…22-4019
A. Justin Gilbert's Contributions………………………………………………...22-2320
B. Katie Stewart's Contributions………………………………………………...24-2821
C. Kaylyn Alexander's Contributions……………………………………………29-3522
D. Group Contributions………………………………………………………….36-4023

3. 3
I. Introduction24
25
Coloring the Cahaba is a campaign designed to connect Birmingham students from26
kindergarten to college to Cahaba River Society's (CRS) mission to protect the Cahaba27
River and its rich diversity of life. Coloring the Cahaba takes a creative visual approach to28
engage students in CRS's mission by asking our future generation of water stewards, "How29
does the Cahaba River color your world?" ASG Alliance asked students to submit artwork30
January-March 2014 based on this prompt. The submitted artwork was displayed and31
available for purchase at Coloring the Cahaba Art Fest on April 13, 2014.32
The campaign was an overall success and involved over 100 students in six33
different schools in Birmingham. A total of 165 drawings, paintings, photographs, 3D34
models and posters were submitted to CRS over the course of three months. ASG Alliance35
executed Coloring the Cahaba with a $0 budget and raised $274.00 for CRS at Coloring36
the Cahaba Art Fest. By the conclusion of the campaign in April, ASG Alliance achieved37
its primary goal to connect students in Birmingham with the Cahaba River. Students'38
artwork can be viewed in Coloring the Cahaba, a book that was donated to Birmingham39
Public Library – Central (BPL) at the conclusion of the campaign.40

4. 4
II. Group Contract41
42
Objective 1: To increase the number of social media followers on Facebook (923 to43
1,153) and Twitter (1,760 to 2,388) by 25%.44
ASG's Alliance to increase Facebook and Twitter followers by 25% will benefit the45
Coloring the Cahaba Campaign because these media outlets will be used to invite46
followers to the Coloring the Cahaba event and call for art submissions. Fulfilling this47
objective will also facilitate our goals to receive 50 art submissions because we will have a48
larger audience to promote to. A higher number of social media followers will increase49
exposure to CRS's posts relating to its mission, events and progress. This objective will50
reflect each student's ability to attract and retain a social media audience, promote events51
and encourage two-way symmetrical communication. Each member of ASG Alliance will52
contribute at least one hour per week to fulfill social media duties for a combined group53
total of three hours.54
Objective 1 Results:55
ASG Alliance exceeded its goal of increasing Facebook and Twitter followers by56
25%. CRS's Facebook now has 1,153 followers and CRS's Twitter has 2,395 followers57
(XIII-XV). Each member of ASG Alliance promoted the social media outlets by inviting58
friends, sharing and re-Tweeting CRS's posts along with tagging CRS in personal posts59
and Tweets. Increasing CRS's social media audience was largely successful; several60
students and teachers became involved with Coloring the Cahaba after learning about the61
campaign through CRS's Facebook posts and Twitter Tweets. ASG Alliance created a62
"Coloring the Cahaba Art Fest" event on Facebook and invited over 900 guests (XIV-XV).63
ASG Alliance created a Google Drive file of social media posts for CRS64

5. 5
(Appendices LI). Social media posts were divided into the following categories: events,65
species spotlights, trivia Tuesday, programs and other. Although the organization did not66
use 90% of the posts, Director of Development Monica Carmichael expressed gratitude for67
our efforts and told us, "Thank you for all of your contributions to the Google Drive68
document. I am sometimes unsure about what to post, and your suggested categories such69
as Trivia Tuesday gave me a great guide to work from." ASG Alliance managed the70
Coloring the Cahaba Art Fest Facebook event and publicized the event by posting a picture71
of a student's art submission each day leading to the event.72
73
Objective 2: To sell 35 pieces of artwork from the Coloring the Cahaba Campaign by74
April 13, 2014.75
ASG Alliance aims to sell 35 pieces of artwork during the Coloring the Cahaba76
Campaign. We will host an artwork competition on social media outlets Facebook and77
Twitter to determine the winner of the t-shirt design. We will showcase the artwork at a78
venue TBD. We will charge an admission fee to cover the rental space fee. The79
competition is an opportunity to get members involved and in tune with the Coloring the80
Cahaba Campaign. CRS will benefit from this objective by collecting proceeds from81
artwork sales. ASG Alliance will work a minimum of three hours per week to book a rental82
space; host an online artwork competition; organize the artwork showcase; and request83
sponsors.84
85
Objective 2 Results:86
ASG Alliance secured Friends Bookstore in the BPL as a venue for Coloring the87
Cahaba Art Fest where a total of 37 pieces of artwork were sold for a combined total of88
$274 . The venue space was donated, so no admission charge was issued. The t-shirt idea89

6. 6
was replaced by printing art submissions in a book (Appendices XL), which BPL and90
Phillips Academy (the school with the most art submissions) were awarded.91
92
Objective 3: To receive eight donations by March 31, 2014.93
ASG Alliance will seek donations from local businesses for Coloring the Cahaba. The94
donations will be used at the Coloring the Cahaba Art Fest. ASG Alliance will distribute a95
donation request letter to local businesses requesting cash donations, food, drinks and96
prizes for the art competition. Food and drink donations will benefit CRS by creating a97
larger appeal to Coloring the Cahaba Art Fest & Silent auction; in turn the number of event98
attendees will increase. Donated prizes, such as tickets to the McWane Science Center,99
provide an incentive for students to submit artwork. ASG Alliance will work a minimum100
of two hours per week to create and distribute donation letters, follow up with businesses,101
collect donations and distribute tax receipts.102
Objective 3 Results:103
Donation request letters were distributed to over thirty businesses (Appendices104
XXV). Receiving donations from local businesses was an overwhelming success. Belk,105
Whole Foods, Daylight Donuts, McWane Center, Birmingham Botanical Gardens, Sloss106
Furnace, Cahaba Brewing, Richard Joseph Salon-Spa, Whole Foods and Chick-Fil-A107
donated items for a collective value of over $600. Belk was the largest donor and108
contributed 20 KensieGirl t-shirts, Levi’s accessories, crayons and a $100 salon certificate109
for the event. Chick-Fil-A donated twelve free kid's meal vouchers and $5 gift cards;110
Whole Foods donated a fruit tray; and Daylight Donuts donated over 50 donuts. Donations111
were used as food for the event and prizes for kids who placed in the art competition at112
Coloring the Cahaba Art Fest.113
114

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Objective 4: To receive 50 art submissions from students in the Birmingham area by115
March 31, 2014.116
ASG Alliance will receive 50 submissions from K-12 students in the Birmingham117
area by March 31, 2014. We will research popular adolescent themes to persuade students118
of all ages to participate. We will meet with elementary teachers, art teachers and other119
staff that have participated in the Shane Hulsey CLEAN Education Program to collect120
artist submissions. This will demonstrate our ability to expand our network and build a121
large crowd for the artwork showcase. CRS will benefit from this objective by getting free122
publicity from posting event fliers at businesses that support the arts. ASG Alliance will123
work a minimum of two hours per week to distribute flyers, conduct research and contact124
parents.125
Objective 4 Results:126
ASG Alliance contacted over forty schools in the Birmingham metro area. The127
schools that participated were Helena Middle School, St. Frances Xavier School, Phillips128
Academy, University of Alabama at Birmingham, Pelham High School and Thompson129
Middle School. Justin received 30 submissions from kids at the Belk’s Kid Fest that130
attended schools in the Birmingham metropolitan area (Appendices IX). The overall total131
of submissions was 164. We tripled the amount of our original goal.132

8. 8
III. Individual Contracts133
A. Kaylyn Alexander134
Tactic 1: Contact 20 schools and involve at least 10 schools in the Birmingham135
area in the Coloring the Cahaba Campaign.136
I will meet with either teachers and/or administrators from at least ten schools in137
Birmingham. At these meetings I will ask if the school will participate in the Coloring138
the Cahaba Campaign by distributing letters to students explaining the campaign and139
requesting art submissions. I will also ask if I can post fliers around the school and140
whether the school is willing to collect submissions from its students until I can pick141
them up. Closer to the event I will ask to visit classrooms to promote the event and call142
for last-minute art submissions.143
Coloring the Cahaba will allow students, our future generation of water stewards, to144
come in contact with the organization's mission. I aim to have at least five submissions145
from each school to receive a minimum of 50 pieces of artwork. This goal can be used146
to assess my performance since it will demonstrate my ability to gain community147
participation in a campaign through outreach. I will spend two to three hours per week148
on this task.149
Tactic 1 Results:150
I reached my goal of contacting 20 schools in the Birmingham area including:151
Pelham High School, Glenwood Autism and Behavioral Health center, Alabama152
School of Fine Arts, Pizitz Middle School, Homewood Middle School, Irondale153
Middle School, Simmons Middle School, Oak Mountain Intermediate School, Shades154
Crest Elementary School, Inverness Elementary School, Riverchase Elementary155
School, Avondale Elementary School, Phillips Academy, Arrington Elementary156
School, Charles A. Brown Elementary School, Ernest F. Bush K-8 School, George W.157
Caver High School, Central Park Elementary School, Inglenook Elementary School,158

9. 9
Miles College and University of Alabama at Birmingham. Out of the 21 schools, the159
following 6 participated: Pelham High School, Phillips Academy, St. Frances Xavier160
School, University of Alabama at Birmingham, Helena Middle School and Thompson161
Middle School. The completion of this task required three hours of work per week.162
163
a. Tactic 2: Call for artwork submissions by creating and distributing a letter164
with an attached art submission form and distributing fliers.165
This task is vital to the campaign because it explains Coloring the Cahaba and calls for166
artwork submissions. The artwork will be available for purchase at the main event;167
100% of proceeds benefit CRS. I will distribute letters to teachers of at least ten168
Birmingham schools. I will distribute fliers in Birmingham schools and libraries,169
McWayne Center, Birmingham Museum of Art, Birmingham Children's Theatre,170
Forstall Art Center, Alabama Art Supply and Sloss Furnace. I hope that the fliers will171
increase the number of art submissions and spark publicity for the event. My172
performance can be evaluated as excellent if I receive at least 50 art submissions173
because it proves ability to target a public to become involved with the campaign. I174
will spend a minimum of two hours per week on this tactic.175
176
Tactic 2 Results:177
I asked students from 21 schools in Birmingham, "How does the Cahaba River178
color your world?" and distributed letters, artwork submission forms and fliers to their179
parents (Appendices XXVI). I additionally posted fliers in Birmingham libraries,180
McWane Center, Birmingham Children's Theatre, Alabama Art Supply and Sloss181
Furnace. Birmingham Museum of Art and Forstall Art Center do not allow posted182
fliers unless the event is organized internally, so I left fliers at the front desk of each183
business and invited staff members to attend. Over 150 art submissions were collected184

10. 10
as a result of this task. The completion of this task required two to three hours per185
week.186
187
b. Tactic 3: Promote the event and secure news articles by creating and188
distributing press releases.189
CRS will benefit from this tactic because it raises publicity for the art event. The190
more people who hear about the event, the more likely the attendance number will rise.191
A large attendance will likely increase the number of artwork sales. I plan to distribute192
press releases to local media (Birmingham News, Gadsden News, Homewood News,193
280 Living, Village Living, The Homewood Star, Kaleidoscope, AL.com, The Red194
Mountain Post, Weld, Birmingham Magazine and Birmingham Times). The number of195
articles published about the art event may be used to assess my performance.196
Achieving this task will demonstrate my ability to create positive media relations. I197
will devote one to two hours on this tactic per week.198
Tactic 3 Results:199
I secured four articles about Coloring the Cahaba after distributing press releases to200
Birmingham News, Gadsden News, Homewood News, 280 Living, Village Living, The201
Homewood Star, Kaleidoscope, AL.com, The Red Mountain Post, Weld, Birmingham202
Magazine and Birmingham Times (Appendices XXVIII). Two articles were published203
in the Kaleidoscope, one promoting the event and the other summarizing the event and204
its success. Nathan Prewitt from AL.com, Alabama Itica and Gerbong Artwork all205
published news stories on Coloring the Cahaba (Appendices XLVI-L). Alabama's NBC206
13 also shot the event and featured it on the 5 o'clock news (XXIX). The completion of207
this task required two hours of work per week.208
209

11. 11
Tactic 4: Create posts for CRS's Facebook and Twitter.210
CRS struggles to post creative material on its Facebook and Twitter page, so I have211
created a Google Drive file that organizes social media posts by the following212
categories: events, programs, species spotlights, trivia Tuesday and other. Director of213
Development Monica Carmichael will have access to the Drive file and choose posts214
for Facebook and Twitter. The posts will benefit CRS by promoting events and215
educating its public about programs, species and Cahaba River facts. The amount of216
posts Monica chooses to post, plus the number views and likes I receive on Facebook217
and the number of likes and re-Tweets I receive on Twitter, can be used to assess my218
student performance. My ability to increase social media involvement can be measured219
with Facebook analytics, and it will demonstrate my ability to establish an220
organization's social media identity and build relationships with its following. I will221
devote one to two hours on this tactic weekly.222
Tactic 4 Results:223
I created social media posts on a shared Google Drive file for CRS to use at its224
discretion. This decision was made because CRS only allows internal staff to manage225
social media. Although the organization did not use 90% of the posts, Director of226
Development Monica Carmichael expressed gratitude for our efforts and told us,227
"Thank you for all of your contributions to the Google Drive document. I am228
sometimes unsure about what to post, and your suggested categories such as Trivia229
Tuesday gave me a great guide to work from." ASG Alliance managed the Coloring230
the Cahaba Art Fest Facebook event and publicized the event by posting a picture of a231
student's art submission each day leading to the event (Appendices XXXII-XXXIX).232
The completion of this task required two hours of work per week.233
234
235

12. 12
B. Katie Stewart236
Tactic 1: To meet with five to ten venue owners to book a venue for the Coloring237
the Cahaba art event.238
I will email and call local venue businesses in the Birmingham area that are both239
well known and safe. The venue must be able to hold at least 200 people. If the venue240
owner is interested in the Coloring the Cahaba art event, I will set a time and date to241
meet with him or her. I will also show the owner the PowerPoint that I created based242
on the art event. Booking a venue will benefit the Cahaba River Society as it will be an243
important step towards planning the event, and this can create new possible donations244
and volunteers for the Cahaba River Society. I aim to have the venue booked by245
February 17th
. My performance will be based on my ability to gain a venue for the246
event. I will spend two to three hours per week on this provision247
Tactic 1 Results: ASG Alliance successfully booked a venue for the Coloring the248
Cahaba event. I contacted the owners to the following businesses: Birmingham Public249
Library, Railroad Park, Caldwell Park, Cahaba Brewery and Iron City. The original250
venue option failed through as our plan was to partner with Richard Joseph Salon’s251
event, Every Drop Matters. Unfortunately the owner of the salon declined our event252
last minute. Luckily Birmingham Public Library was more than happy for us to have253
our event at their Central location. The venue was booked on February 15th
.254
255
Tactic 2: To host an artwork competition on Facebook and Twitter.256
I will promote Coloring the Cahaba on the CRS’s Facebook and Twitter. I will257
update current followers about art submissions, rules, location and contact information.258
I will upload the art submissions to Facebook and Twitter. The Cahaba River Society’s259
followers will participate in the competition by clicking “like” on their favorite piece of260
art. The art submission that receives the most “likes” will be the winner of the art261

13. 13
contest. The art competition will encourage more people to “like” or “follow” CRS’s262
pages for event updates and other miscellaneous information. The more people who263
participate in the competition via social media, the more people will show up at the264
actual art event. Currently the Cahaba River Society has 923 fans on Facebook and265
2,299 followers on Twitter. My goal is to get the Cahaba River Society at least 1,110266
fans on Facebook and 3,000 followers on Twitter by March 25th
. My performance can267
be evaluated based on my media relations performance since I encourage the268
community to participate in the campaign. I will work on this five to six hours a week.269
Tactic 2 Results:270
The overall results were successful. Since we went a different route with how the271
winners were to be chosen, I did not upload the photos of the artwork to the Facebook272
page for “likers” to vote on their favorite art piece. However I promoted the art event273
fairly often on Facebook (Appendices XV-XVIII). The number of “likes” for the274
Cahaba River Society’s Facebook page surpassed my goal of receiving at least 1,110275
fans (Appendices XIII). The latest number of followers is 1,152. However Twitter was276
much more complicated. I did not meet my goal of getting the Cahaba River Society277
3,000 likes. Twitter originally had 2,299 followers and now they have 2,388 followers278
(Appendices XV). As for the event, the Facebook page had 32 RSVPs and at least 50279
people arrived.280
281
Tactic 3: To meet and talk with teachers at local Birmingham schools by February282
17th
about students submitting art for the Coloring Cahaba event.283
I will contact 10 to 15 local Birmingham schools about art submissions. I will meet284
with a school official (art teacher, school board, principal, etc.) to talk about the campaign285
more in-depth. If the school agrees to participate, I will show the faculty the PowerPoint286
presentation (Appendices XII) I created for the students. This is important to the Cahaba287

14. 14
River Society because the entire art event is based on art submissions from students. If the288
art event does not gain any submissions then ASG Alliance will not accomplish its goals289
for the Cahaba River Society. Also, the CRS will not gain any donations or possible290
volunteers, which is something CRS is in dire need of. I will be evaluated based on how291
many students participate in the art campaign. I am demonstrating publicity by using my292
PowerPoint presentation to the faculty and students. ASG Alliance is aiming for at least 50293
student art submissions. This will require three to five hours a week.294
Tactic 3 Results:295
The results were overwhelmingly successful. I reached out to Helena Middle296
School, Helena Elementary School, Sylacauga High School, Pinecrest Elementary School,297
Nicholas-Lawson Middle School, Indian Valley Elementary, Riverchase Elementary,298
Riverchase Middle School, Epic Elementary School, Glen Iris Elementary School and299
Ramsay High School – 11 total. It was a bit difficult to get in contact with a few schools,300
however ASG Alliance received a few calls back from teachers. My goal was to receive at301
least 50 submissions – the total of art submissions was 164. I kept the submissions302
organized based on school and grade; scanned the art pieces to the website Dropbox;303
purchased picture frames for photography submissions; and created and printed 160 bid304
sheets for the art pieces (Appendices XI).305
Tactic 4: To promote and distribute the art event by distributing fliers and handbills.306
I will promote the event via social media. I will also distribute fliers around the307
schools that are participating in the campaign, local businesses and college campuses. I308
will also inform people about the book that will be for sale. My evaluation will be based on309
how many people buy the book. My goal is to sell a minimum of three books. This will310
display my social media, publicity and marketing skills. The CRS will benefit by this since311
the book proceeds go toward the Cahaba River Society. I will work six or more hours a312

15. 15
week.313
Tactic 4 Results:314
The books were more expensive than ASG Alliance imagined, and it was harder to315
afford a set number of books since we did not receive any cash donations. ASG Alliance316
donated one book to both the Birmingham Public Library and Phillips Academy since they317
had the most art submissions. One person at the event bought a Coloring the Cahaba book318
for $25. However, as for promotion, I went to every building (not dorms) on UAB campus319
and distributed fliers on community boards, tables and taped the fliers on doors and in320
elevators. I went to local businesses in the Southside area and distributed fliers to the321
owners and employees. At the beginning of the campaign I received 100 fliers, and by the322
end of the flier I did not have any fliers. The handbills were distributed inside of books at323
the Birmingham Public Library. Coloring the Cahaba promotion also took place via social324
media. I promoted the event on yelp.com, 365Event, MyGreenBirmingham.com,325
BirminghamWeekly.com, AL.com, ABC33/40 website, Fox 6 website; and I contacted the326
publishers for Weld, My Town Birmingham and Birmingham Weekly.327
C. Justin Gilbert328
Tactic 1: Create flyers for Kaylyn Alexander and Katie Stewart to distribute for the329
Cahaba art event with an audience of no less than 50 people. This task will330
demonstrate my ability to strategically place advertising in relevant areas.331
a. Relevance to the Client’s Needs: This will generate awareness of the332
Cahaba River, The Cahaba River Society, and most importantly, generate333
interest and involvement in the art event, which will be measured by the334
number of submissions we get the week following the posting of the flyers.335
b. Man-Hours Required: Overall, between three hours.336

16. 16
c. Format: Graphic/Photoshop337
Tactic 1 Results:338
I successfully created flyers that were distributed at parent-teacher stores,339
restaurants, libraries, schools and art institutions all over the metropolitan340
Birmingham area (Appendices VI). I spent many hours editing the flyers to satisfy341
the desire of Monica Carmichael, Regina Ammon, Katie Stewart, Kaylyn342
Alexander and myself. I also dedicated a few days to driving all over the city to343
distribute them in relevant places with lots of daily foot traffic.344
345
b. Tactic 2: Create a radio spot to be aired on a Birmingham’s 107.3 and 107.3’s346
online radio station eight times a day. (That station heavily promotes non-347
profit promotion). This task will demonstrate my ability to advertise by using348
effective persuasion.349
a. Relevance to Client’s Needs: Promotion of the Cahaba River Society for350
potential donations and attendance of the Cahaba Art Event351
b. Man-Hours Required: Two hours (writing, recording, multiple takes, and352
post editing)353
c. Format: Audio/Logic 8 Software.354
Tactic 2 Results:355
I recorded a promotional voice recording that I submitted to radio station 107.3, but356
I never heard much response or enthusiasm from the broadcast director. Due to our357
advertising plan being more face-to-face and flyer based, the idea of radio promotion358
dissolved.359

17. 17
360
c. Tactic 3: Invite followers on Twitter to follow the Cahaba River Society’s361
page. This task will demonstrate my ability to interact with people through362
modern forms of communication by making them feel involved and important363
to the organization.364
a. Relevance to Client: Twitter is presented in a simple newsfeed format,365
which will be easy to deliver necessary details to followers/members about366
the Cahaba River Society and the Cahaba art event.367
b. Man-Hours Required: Two hours368
c. Format: Social Media369
Tactic 3 Results:370
Collecting followers on Twitter was an easy success because of Twitter’s371
interactivity and simplicity of sharing information in 140 characters.372
373
d. Tactic 4: Share Cahaba River Society’s page on Facebook with friends and374
friends of friends for a gain of 150 new followers. This task will demonstrate375
my ability to establish a proactive network for potential opportunities to join376
or participate in CRS activities.377
a. Relevance to Client: Facebook is presented in a more intimate forma,t378
which will provide more information about the Cahaba River Society to379
users. Facebook also has newsfeed format, which will easily deliver380
necessary details to likers/members about the Cahaba River Society and the381
Cahaba art event.382
b. Man-Hours Required: Two383
c. Format: Social Media384

18. 18
Tactic 4 Results:385
I shared Cahaba River Society’s Facebook page several times over the past four386
months and it gained over 250 new followers. I also created an Eventbrite page to387
supplement the Facebook page with a more formal format of the event details.388

19. 19
IV. Coloring the Cahaba389
A. Outreach390
Coloring the Cahaba involved outreach to schools, businesses and media in the391
community. ASG Alliance contacted over 40 schools via face-to-face meetings, phone392
calls and emails including: Pelham High School, Glenwood Autism and Behavioral393
Health Center, Alabama School of Fine Arts, Pizitz Middle School, Homewood Middle394
School, Irondale Middle School, Simmons Middle School, Oak Mountain Intermediate395
School, Shades Crest Elementary School, Inverness Elementary School, Riverchase396
Elementary School, Avondale Elementary School, Phillips Academy, Arrington397
Elementary School, Charles A. Brown Elementary School, Ernest F. Bush K-8 School,398
George W. Caver High School, Central Park Elementary School, Inglenook399
Elementary School, Miles College and University of Alabama at Birmingham. Of the400
schools contacted the following 6 participated: Pelham High School, Phillips401
Academy, St. Frances Xavier School, University of Alabama at Birmingham, Helena402
Middle School and Thompson Middle School. Outreach to schools was more403
successful if a teacher or school was already involved with CRS, such as Mrs.404
Shephard of Phillips Academy, wife of CRS's Board of Directors President Bob405
Shephard. ASG Alliance would have involved more schools with the campaign if406
outreach efforts were made prior to the spring semester so teachers could incorporate407
Coloring the Cahaba with their lesson plans.408
Outreach efforts also involved business and media relations. ASG Alliance sought409
donations from over 30 companies and received items from 18 companies, most of410
which are Birmingham-based. A donation request letter was distributed to businesses411
through face-to-face interactions or via email after a dialogue was established through412
a phone call. ASG Alliance distributed thank you letters to donors within a week of the413

20. 20
event. To establish media relations, a press release for Coloring the Cahaba was sent to414
Birmingham News, Gadsden News, Homewood News, 280 Living, Village Living, The415
Homewood Star, Kaleidoscope, AL.com, The Red Mountain Post, Weld, Birmingham416
Magazine and Birmingham Times. Two articles were published in the Kaleidoscope,417
one promoting the event and the other summarizing the event and its success. Nathan418
Prewitt from AL.com, Alabama Itico and Gerbong Artwork all published news stories419
on Coloring the Cahaba (XLVI-L). A camera crew from Alabama's NBC 13 showed up420
to the event and filmed a segment for 5 o'clock news on Sunday, April 13.421
B. Success422
ASG Alliance had many successes during the campaign. We received over 160 art423
submissions. The Coloring the Cahaba art event received food donations from Whole424
Foods and Daylight Donuts. Organizations that donated awards for winners included:425
Cahaba Brewery, Sloss Furnace, McWane Center, Belk’s, Chick-Fil-A and personal426
gifts. Coloring the Cahaba was included in an issue of UAB’s Kaleidoscope, front page427
on Al.com and the local news station NBC 13 came and recorded a segment about the428
event. ASG Alliance raised over $274 for the Cahaba River Society through the bids at429
the silent auction.430
C. Failures431
ASG Alliance's primary failure is not collecting the desired donation amount of432
$500. The lack of funds raised from the silent auction stems from the lack of433
communication between teachers, students, parents and us. Our communication with434
school faculty could have been stronger, but there was much stubbornness from435
teachers not willing to restructure their schedules and curriculums to make room for436
collecting art submissions, as well as parents with zero desire to do anything “extra”437
with their children or anything that involves spending money. The art fest and auction438

21. 21
concept also did not come across very clear to many students and parents, and having439
to pay for your own child’s artwork was a turnoff for some. If ASG Alliance had the440
opportunity to address this failure, we would have personally called participants' parent441
to invite them to the event. We called 25% of parents and emailed 100% of parents442
inviting them to the event. Most of the parents that we called showed up to the event443
and purchased artwork; if we had called 100% of parents, we would have had a better444
success of achieving this goal.445

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V. Appendices446
Justin Gilbert’s Contributions447
VI.448
Coloring the Cahaba Art Fest fliers and handbills449
VII.450
An example of the certificate for winners451

23. 23
VIII.452
Justin and Kaylyn received food donations from Whole Foods and Daily Donuts453
IX.454
Art submission Justin received from Darius Ridgel455
456
457
Organized and worked Belk Kid Fest to obtain art submissions458
459

24. 24
459
X. Katie Stewart’s Contributions:460
XI.461
An example of the auction sheets462
463
An example of a bid sheet464
465

25. 25
XII.466
PowerPoint presentation for teachers and administrators467
468
XIII.469
Facebook fans470
471
XIV.472
RSVPs to Coloring the Cahaba473
474
475
Twitter followers476

26. 26
XV.477
XVI.478
XVII. Promotion - Facebook479
XVIII.480
Promotion 2481

27. 27
XIX.482
Promotion 3483
484
XX.485
Promotion 4486
XXI.487
488
XXII. Promotion 5489

28. 28
XXIII.490
One of the many art submissions Katie received: Xavier Moore “Flamingo”491
492

29. 29
492
XXIV. Kaylyn Alexander’s Contributions:493
XXV.494
495
Donation letter request created by Kaylyn Alexander496
497
498

30. 30
498
XXVI. Letter of request for parents499
500
XXVII.501
Dual membership example502

31. 31
503
504
XXVIII. Press release505
506
507
XXIX.508
Kaylyn contacted Channel 13 for media coverage509

32. 32
XXX.510
XXXI. An art submission Kaylyn received511
512
XXXII.513
Promotion #1514
515
XXXIII.516
Promotion #2517

33. 33
XXXIV.518
Promotion #3519
520
XXXV.521
Promotion #4522
523
P524
XXXVI. Promotion #5525

34. 34
XXXVII.526
527
Promotion #6528
529
XXXVIII.530
Promotion #7531

35. 35
XXXIX.532
Promotion #8533
534
XL.535
536
Coloring the Cahaba book537
538

36. 36
538
XLI. Group Contributions:539
XLII.540
Art pieces for Coloring the Cahaba541
XLIII.542
During the event543
XLIV.544
Clean-up545
546

37. 37
XLV.547
Alabama Itico article548
549
550
XLVI. AL.com article551

38. 38
552
XLVII. Gerbong Artwork Article553
554
XLVIII.555
Kaleidoscope article556

39. 39
557
XLIX. Kaleidoscope article558
559
L.560
“Keep the Cahaba Clean for Goodness’ Sakes” by Chris McDuff561
The art piece that raised over $100562

40. 40
LI.563
564
"Cahaba River Society Social Media" shared Google Drive document565
566
LII.567
ASG Alliance during Coloring the Cahaba568