Campaign book

RW&B Communications
Client Presentation
April 26th, 2013

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Table of Contents:
Legalities………………………………………………………………………………………………………3-5
The Team………………………………………………………………………………………………………6-8
Situation Analysis……………………………………………………………………………………….9-12
Research Analysis……………………………………………………………………………………..13-19
Goals and Objectives…………………………………………………………………………………20-21
Messages and Audiences…………………………………………………………………………..22-24
Evaluations of Strategies and Tactics………………………………………………………..25-24
Monitoring Methods and Evaluations……………………………………………………….48-50
Brochure…………………………………………………………………………………………………..51-52

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Legalities:
THIS AGREEMENT is made on 4/26/13.
BETWEEN
1. RW&B Communications, (the Disclosing Party); and
2. Sisters Helping Sisters, (the Receiving Party),
collectively referred to as the Parties.
RECITALS
A. The Receiving Party understands that the Disclosing Party has disclosed or may
disclose information relating to source code, product designs, art, and other related
concepts, which to the extent previously, presently, or subsequently disclosed to the
Receiving Party is hereinafter referred to as Proprietary Information of the
Disclosing Party.
OPERATIVE PROVISIONS
1. In consideration of the disclosure of Proprietary Information by the Disclosing
Party, the Receiving Party hereby agrees: (i) to hold the Proprietary Information in
strict confidence and to take all reasonable precautions to protect such Proprietary
Information (including, without limitation, all precautions the Receiving Party
employs with respect to its own confidential materials), (ii) not to disclose any such
Proprietary Information or any information derived therefrom to any third person,
(iii) not to make any use whatsoever at any time of such Proprietary Information
except to evaluate internally its relationship with the Disclosing Party, and (iv) not to
copy or reverse engineer any such Proprietary Information. The Receiving Party
shall procure that its employees, agents and sub-contractors to whom Proprietary
Information is disclosed or who have access to Proprietary Information sign a
nondisclosure or similar agreement in content substantially similar to this
Agreement.
2. Without granting any right or license, the Disclosing Party agrees that the
foregoing shall not apply with respect to any information after five years following
the disclosure thereof or any information that the Receiving Party can document (i)
is or becomes (through no improper action or inaction by the Receiving Party or any
affiliate, agent, consultant or employee) generally available to the public, or (ii) was
in its possession or known by it prior to receipt from the Disclosing Party as
evidenced in writing, except to the extent that such information was unlawfully
appropriated, or (iii) was rightfully disclosed to it by a third party, or (iv) was

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independently developed without use of any Proprietary Information of the
Disclosing Party. The Receiving Party may make disclosures required by law or court
order provided the Receiving Party uses diligent reasonable efforts to limit
disclosure and has allowed the Disclosing Party to seek a protective order.
3. Immediately upon the written request by the Disclosing Party at any time, the
Receiving Party will return to the Disclosing Party all Proprietary Information and all
documents or media containing any such Proprietary Information and any and all
copies or extracts thereof, save that where such Proprietary Information is a form
incapable of return or has been copied or transcribed into another document, it shall
be destroyed or erased, as appropriate.
4. The Receiving Party understands that nothing herein (i) requires the disclosure of
any Proprietary Information or (ii) requires the Disclosing Party to proceed with any
transaction or relationship.
5. The Receiving Party further acknowledges and agrees that no representation or
warranty, express or implied, is or will be made, and no responsibility or liability is
or will be accepted by the Disclosing Party, or by any of its respective directors,
officers, employees, agents or advisers, as to, or in relation to, the accuracy of
completeness of any Proprietary Information made available to the Receiving Party
or its advisers; it is responsible for making its own evaluation of such Proprietary
Information.
6. The failure of either party to enforce its rights under this Agreement at any time
for any period shall not be construed as a waiver of such rights. If any part, term or
provision of this Agreement is held to be illegal or unenforceable neither the validity,
nor enforceability of the remainder of this Agreement shall be affected. Neither Party
shall assign or transfer all or any part of its rights under this Agreement without the
consent of the other Party. This Agreement may not be amended for any other
reason without the prior written agreement of both Parties. This Agreement
constitutes the entire understanding between the Parties relating to the subject
matter hereof unless any representation or warranty made about this Agreement
was made fraudulently and, save as may be expressly referred to or referenced
herein, supersedes all prior representations, writings, negotiations or
understandings with respect hereto.
7. This Agreement shall be governed by the laws of the jurisdiction in which the
Disclosing Party is located (or if the Disclosing Party is based in more than one
country, the country in which its headquarters are located) (the Territory) and the
parties agree to submit disputes arising out of or in connection with this Agreement
to the non-exclusive of the courts in the Territory.

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Sisters Helping Sisters Representative x___________________________ Date________
RW&B Communications Representative x___________________________ Date _______

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The Team
RW & B Communications consists of five communication
professionals with varying backgrounds and specialties.
They come together bringing their individual talents and
passions to form a special bond out of which grows truly
remarkable work. The team gets along extremely well
which forms a culture that is unmatched in other groups
and teams. They pride themselves on being different from
one another and cite this as the reason they are able to produce such high caliber
work. Early on in the creation of the team they decided to all put input into every
aspect of the campaign in order to provide a system of checks and balances to get the
best quality out of the team. It’s clear they like to have fun and even more so clear
that they are able to produce work of the highest quality.
Josh Wishnoff is founder and CEO of Deliberate
Communication Solutions LLC., a social media
marketing company based out of Bergen County,
New Jersey. A New Jersey native, Josh is a
communication specialist, with a love for all
things marketing, PR and advertising. He
graduated from Saddle River Day School in 2009
moving on to High Point University, where he
plans on graduating with a B.A in Strategic Communication and minor in
Entrepreneurship in May 2013. Josh interned with Peter Rabbit Organics in 2010
and was tasked with showing customer interest in a new product line within a
Fortune 500 distributor. During the assignment Peter Rabbit Organics achieved
record sales, and received the client’s business. He is also interning with R.O.S.
Therapy Systems of Greensboro, NC where he is assisting with a national product
launch, and is responsible for all of their highly effective social media outlets. Josh

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was responsible for strategizing for the campaign while assisting with research and
production as well.
Josh Pastore is a High Point University student
earning a B.A in Strategic Communication with a
minor in Entrepreneurship. In addition to his
academic studies he has intentionally participated
in programs that provided an opportunity to apply
strategic communication theories efficaciously into
business practice, from public relations and
marketing to interpersonal relations. To this end,
he is the Vice-President of the debate team, Treasurer of High Point University Model
United Nations, active in PRSSA and the entrepreneurship club at HPU as well as
having worked on a marketing campaign for the non-profit GO FAR's (Go Out For A
Run) most successful race event in the fall of 2012. As a self-motivated, responsible
and hardworking individual he embraces opportunities for making differences and
improvements in all my endeavors. Josh was responsible for research and
production of art work.
Kelsey Riggs is a senior at High Point University
where she is finishing her B.A in Strategic
Communication. She has interned with JDRF, where
she assisted in planning a kickoff luncheon and
created and distributed multiple direct mail
campaigns. She has held positions of Recruitment
Director and Sisterhood Chair of Phi Mu Sorority.
Kelsey brings a passion for organizational skills to

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the team and always has her eye on the long term goals in everything she does.
Kelsey took a leadership role in strategizing for this campaign as well as keeping the
tasks organized and timely.
Joanna Evans is a High Point University Strategic
Communications senior eager to establish her
professional presence in the PR and sports
organization world. Her advanced writing and
interpersonal capabilities are accompanied by a pure
passion for college and professional athletics. She
aspires to evolve her strategic communication
practices, with persistence and dedication, in a
progressive PR or sports organization. Her career objectives are centered on
becoming a part of an organization's team and adding an inspired competitive edge
that would translate into company, and personal skill, growth. Joanna took a role in
strategizing for the campaign as well as bringing a competitive edge to the team.
Lauren Holden is a senior finishing her B.A in
Strategic Communication at High Point University,
where she has been a Teacher’s Assistant in
Foundations of Strategic Communication where
she provided lesson plans and helped students
conceptualize the course material further. She is
from Baltimore, MD and she held the position of
Ritual Coordinator of Alpha Gamma Delta Sorority.
She has experience in social media in her position as a manager of a club lacrosse
organization. Lauren brought an artistic background to the campaign team in order
to create and implement numerous graphic design projects for the campaign.

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Situation Analysis
Client: Sisters Helping Sisters
Client’s Purpose: Enrich, Empower, Encourage.
Sisters Helping Sisters is a 501 (c) 3 nonprofit program that supports
individuals, families and communities by abetting with their capability to overcome
challenges in life, maintain a level of quality in their lives and to benefit from
opportunities. Sisters Helping Sisters first starts with a group of around 40 African
American seniors (around 60 years old) who get together once every other Tuesday.
Each week they have someone come in and help them facilitate a topic of discussion
for them to talk about and learn new things. This program is there for these women
to help each other learn and have a support system and they may have lost over the
years. Volunteers are needed to help facilitate conversations with these women, and
help drive the women who are not physically able any more. At this point that is all
that we have been able to observe about the client so far without meeting more of its
members. They do this by supporting one another throughout times of trial, laughter
during the good times, and give each other the ability to change perspective when
needed, to build healthy long lasting friendships.
Sisters Helping Sisters was first formed by a group of women who desired to
get together to learn about topics that interested them including things such as
health and personal development. Along the way, the program developed further to
include more members who enjoyed similar interests and gaining an additional
reliable support system. Community involvement, pulling more members into the
group, and raising funds for additional activities are now some key initiatives Sisters
Helping Sisters hopes to reach in the near future.
Past communication practices have been through word of mouth and little to
no technology mediums. Their competition are groups like the Women’s Center at
the YMCA but they personally do not consider them competition because the need is

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so great that the attitude is “the more the merrier.” The most urgent matter for
Sisters helping Sisters is diversifying their group and obtaining new facilitators.
Growing in size is not a tremendous concern because they can not grow beyond what
they can handle. Which is also one reason why competition is not a tremendous
threat. Our focus for our client is volunteers and participants.
There are many non-profit organizations that are similar to Sisters Helping
Sisters. Many organizations are about women helping other women. One of the main
industry trends that we found with many of these organizations is that they have a
foundation and are very active philanthropically. One organizations is called P.E.O
Sisterhood, a philanthropic organization where women celebrate womanhood. They
focus on things such as the advancement of women, education through grants,
scholarships, and loans. They also motivate women the achieve their goals and
aspirations. They have an excellent website where you can navigate and find out
more information. Their main focus on the website is the foundation where they give
out their scholarships
In addition to being there for one another these women also reach out to
others in the community. The WFMY News 2 station did a piece on these women in
their Local Heroes segment. These women are looked at as wonderful supporters in
each others lives and in the lives of other people in need. The women involved in
Sisters Helping Sisters will go out and visit elderly people who are in nursing homes
and they have made cards for them to enjoy. Just a little something for those people
to know that someone is thinking about them. Every June they also hold a big
fundraising event. So these women are not just sitting around chatting they are out
in the community actually getting things done.
SWOT Analysis:
Strengths:

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Very low cost budget – Sisters Helping Sisters only spends approximately
$2000 per year for all activities and bi-weekly meetings.
Communal Organization – The group works with local organizations to save
money and to be facilitators for their meetings.
Works with Journey Church and the library – Sisters Helping Sisters used
public facilities such as Journey Church and the library to hold their bi-weekly
meetings.
Weaknesses –
Has same facilitators – having Journey Church and the library as regular
facilitators is a strength but also a weakness. Sisters Helping Sisters would
like to use different facilitators to hold meetings.
Lack of diversification – Sisters Helping Sisters needs to diversify their
volunteers and participants.
Lack of donations – There is a need for donations as this limits the program.
Opportunities –
Volunteer Opportunities – Volunteering in the community is a wonderful
possibility, where they can benefit the community and themselves. Potential
volunteering can include knitting hats for the homeless, going to animal
shelters, or at Open Door Ministries, which is a Soup Kitchen.
Threats –
YMCA, Women’s Resource Center
Women’s Resource Center of Greensboro
o Both of these organizations are direct competition to Sisters Helping
Sisters. However they are not a threat as the need in the community is
so great and Sisters Helping Sisters cannot provide for everyone in
need.
Churches and faith organizations – Church’s and faith organizations are
indirect competition, as they do not solely provide support for senior women.
Key Issues and Implications:
Sisters Helping Sisters is a program of the non-profit organization that has a
lot of room to improve and make their organization better. First, they do not have
very good public awareness. Most of advertising is done by word of mouth. If there
were more awareness about this program many more women would possibly
consider joining. They also do not have very good communication and technology
mediums. They should consider to make a website and a possible way of
communicating through email or some sort of technology. These women do one big
fundraiser in June, but the should consider doing more fundraisers and getting

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involved with the community. If they find ways to be more involved it will get their
name more frequently recognized, which is great strategy for increasing awareness.
Another issue is that they also do not have a lot of funding. They should consider
getting sponsors or donations form local businesses. For example, getting a local
doctor from Doctors Express on Eastchester to speak with them about healthy
dieting or simple exercises that they can do safely. Every week they have their
meetings at different places and possibly outside at a local park when it gets nicer
outside. It would bring out diverse situations and would create excitement for many
of the women. They should also consider being more diverse. Many of the women
are African American. Inviting different ethnic women would help bring people
together and they would be able to share different experiences.
Overall, Sisters Helping Sisters has room for a lot of improvement, but it can
be done with a great strategic communication plan. Providing more ways to improve
their organization will make them stronger and will help these women become
everything that they want to be.

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Research Analysis
Research Question: The purpose of this research is to find which channels of
communication the direct competition; the YWCA Women’s Resource Center uses to
establish itself.
The YWCA Women’s Resource center is the direct competition for Sisters
Helping Sisters, here in High Point, North Carolina. The YWCA Women’s Resource
Center website is the top result on Google and Bing searches, when High Point or the
Triad region is searched along with. Their website is
www.ywcahp.com/ProgramWRC.htm, which is the link from the Google search. The
first thing on the web page is a printable brochure, which has all necessary
information for anyone interested in the Women’s Resource Center. Our campaign
will certainly utilize a printable brochure that will be added to the Sisters Helping
Sisters Guilford County Resource and Referral Center webpage. At the bottom of the
home page is a printable flyer that is highlighted in blue amongst black text. The
printable flyer is an easy way for people to print more information about the YWCA
Women’s Resource Center that can be used by anyone who wanted to take personal
initiative to share the organization. This is quite brilliant because they make it very
easy for anyone who is familiar or influenced with the organization who wants to
show the flyer to a friend or share with the general public. It’s also very easy for
someone to get the essence of the organization in a simple one-page flyer similar to
the brochure. This is another excellent exemplar, which our campaign strategy will
employ to advance Sisters Helping Sisters online presence to ease any interested
parties examination of the organization.
Surprisingly the link www.tgcrrc.org/sistershelpingsisters.html, which was
searched and obtained on Google, does not have a “contact us” section. As this
virtually being the only online presence Sisters Helping Sister has this has caused
some great concern. This was recognized when comparing the YWCA Women’s
Resource Centers webpage to Sister Helping Sisters. This certainly will be another

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addition resulting from surveying the Women’s Resource Centers Website. As time
eventually passes, the senior women who join Sister Helping Sisters will be more
technologically adept or their children will use online resources to find programs for
their mothers, which is why it is imperative that Sisters Helping Sisters must
improve it’s online presence. The YWWCA Women’s Resource Center webpage has
given inordinate insight of how to improve the Sisters Helping Sisters online
presence.
Research Question: The purpose of this secondary research is to determine
what communication campaigns are successful in other similar programs or
organizations to Sisters Helping Sisters.
A piece of useful secondary research was conducted by looking at the types of
campaigns that similar programs use. Before looking at other practices it was
imperative that the program be successful and caters to a similar market and offers
an overall similarity to ensure the results could be successful for our campaign. The
Compass Center for Women and Families based out of Chapel Hill, NC is a nonprofit
organization that’s mission is “Compass Center for Women and Families, created
from the merger on July 1, 2012, of Family Violence Prevention Center of Orange
County (founded in 2000) and The Women’s Center (founded in 1979), helps
individuals and families prevent and end domestic violence and become self-
sufficient. We provide domestic violence crisis services, career and financial
education, assistance with legal resources, and adolescent empowerment programs”
(http://compassctr.org/about-cc/)
Through researching their programs and outreach/communication programs
we will be able to create unique and exciting donor and volunteer drives. One such
idea derived from this research was to reach out to local businesses on behalf of
Sister’s Helping Sisters in order to institute workplace-giving campaigns. These
campaigns would allow local companies to match donations offered by employees to

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be used for transportation, hosting events and facilitators as well as any budget
items normally incurred by the program. As an incentive to the business, our team
would offer free exposure in the form of press releases documenting how much
money was raised, as well as the donations being tax exempt. These campaigns
would allow a centralized donor and volunteer system as opposed to our team
having to knock on every door in town looking for these assets. From an economic
standpoint this would save time and money for the client.
Another idea that came from this research is to set up accounts at donation
locations for used clothes and electronics. We would set up an account to be donated
to and the program would receive any proceeds. We would then draft press releases
notifying key publics of the creation of the donation sites as well as publicize the
information through the creation of other mediums such as a new website as well of
hard copy information such as pamphlets etc.
Research Question: The purpose of this research is to determine what
channels of communication are already in place with the target market of our final
campaign that would be suitable to reach our audience allowing for lower cost of
implementation.
The secondary research conducted in an effort to answer the above research
question returned results that largely focused on churches. The article by Lau,
McDaniel and Busenitz, Growth In Non-Profit Organizations: The Effects Of Leadership
And Marketing Communication in Churches. The authors propose that church growth
and related programs are primarily determined by two factors; the churches
marketing communication strategy and the strength of leadership. This is in turn
useful to our campaign because we now know that the strength of a church is
directly related to marketing communication, showing us that if we are able to
connect with successful congregations in the vicinity of Sisters Helping Sisters, we
are likely to gain good feedback. The channels that we know to be successful

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demonstrated through the results of this research will allow us to have more solid
results.
Research Question: The purpose of this research is to show how low budget
nonprofit programs can still make a difference in the lives of participants and
community members, even without the endless amounts of money, resources and
high-level management.
When thought the participates of Sisters Helping Sisters only have a budget of
around $2,000 a year they make the money stretch far all year and will sometimes
not even use all of it. The women work hard to keep the inner workings within their
group strong by leaning on one another and by having facilitators come in to help
educate them.
Because these women have such a strong drive for learning and for helping
others in the community this article helps us to learn how to help them to do this in a
more efficient way. Most of the women who are involved in Sisters Helping Sisters
are retired or getting close to that time, so thinking about saving all the money that
you can is always important. In this article we can learn how to educate these
women on how they could be getting tax exceptions from all the fund raising that
they are doing through Sisters Helping Sisters. Plus if they keep doing more it is
going to be something that they could benefit from.
In this article it shows us that organizations that stand apart from everyone
else are the ones that are working with places such as: universities, hospitals,
cultural institutions, and churches. The great thing about Sisters Helping Sisters is
that they are already working with certain churches. They work with the particular
churches that each participant is a member of and they reach out to any church that
they feel could use their help. As a part of our campaign we were looking to get these
women involved with working with High Point University. This article would be able
to help us to show us how that would be able to be possible and how we would be

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able to do those things in a better fashion. And as listed above we could learn about
being able to getting these women into helping out with other places. That would just
be even more recognition for their program.
Research Question: The purpose of this research is to see what ways Sisters
Helping Sister can improve its SEO compatibility and recognition through nonprofit
online search engines.
We found a non-profit database search called greatnonprofits.org.
Greatnonprofits.org is an excellent database website that allows users to search for
any non-profit organizations in specific areas by entering the city or the zip code. It
also allows users to write reviews and comments on how a specific program has
helped them and improved their lives. When searching this program on Google they
are at the top of the page. Using key words such as “non-profit women programs” or
“Great non-profits” will have this database show up at the top of the first page. I
searched for Sisters Helping Sisters in this database and it is not in the database. If
Sisters Helping Sisters could become apart of this database it would be great for
them. Not only would they be able to be searched, but also people would be able to
read reviews from women in the program and how Sisters Helping Sisters has
improved and empowered their lives. This would also help their search engine
optimization. Right now when you search “Sisters Helping Sisters” the program in
the Piedmont Triad area does not show up on the first page. It shows up on the
bottom of the second page and it is the link to the Guilford County Resource and
Referral Center website. We added a few more key words when searching in Google
such as “Sisters Helping Sisters High Point, NC” and “Sisters Helping Sisters Piedmont
Triad Area.” We found it interesting that Sisters Helping Sisters did not show up at all
on the first or second page at all.
There is an absence of this program overall in the media around the Piedmont
Triad area and on the Internet. Overall, by adding Sisters Helping Sisters to this non-
profit database website and other non-profit websites. It would help their overall

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search engine optimization and would make it easier for people to find out about the
program.
Research Question: The purpose of this research is to examine a successful
method of incorporating Sisters Helping Sisters volunteers to better establish the
public relations campaign and further benefit the organization as a whole.
This article is an example of how the Public Affairs Department of The Church
of Jesus Christ of Latter-day Saints implemented a valuable public relations
campaign to “increase positive worldwide public awareness of the church; the help
people better understand the church, its members, and beliefs; and to join with
others to build bridges of friendship and understanding” (Olsen 27). These goals are
extremely similar to the ones that Sisters Helping Sisters is seeking to accomplish.
Throughout the article, the steps taken toward these goals are elaborated and the
positive momentum seen from taking each step is reflected upon. The key strategies
seemed to be organizing the local network, training the volunteers, and preparing an
annual plan. Based on our campaign decision to center the focus of the campaign on
linking Sisters Helping Sisters with High Point University and getting Sisters Helping
Sisters members more involved with the events and activities that take place on
campus and are open to the public.
In terms of organizing a local network for Sisters Helping Sisters, High
Point University would be a tremendously helpful local resource where the
organization could take advantage of the series of campus events and activities. By
developing a connection between the organization and the university, there will be a
significant amount and range of enjoyable activities that could be added to the
Sisters Helping Sisters annual plan. They would be able to decide on which events
they’re most interested in attending as a group and from there we could set up a
university bus to pick the ladies up and transport them to and from the events. This
would require a handful of volunteers to assist in the organization of this process.
Based on the activities Sisters Helping Sisters members decide appeal to them most,

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an annual plan could be scheduled marking the dates and times of each event of
choice. The combination of building stronger community association and
appropriately increasing the organization’s activity regimen will be the foundation of
a successful public relations campaign, as well as increase general awareness about
Sisters Helping Sisters and their mission.
References
Poverty and Nonprofit Organizational Behavior, 64(2). (1990).
Lau, C. M., McDaniel, S. M., & Busenitz, L. (1993). Growth in non-profit organizations:
The effects of leadership and marketing communication in churches. Journal
of Managerial Issues, 5(3), 422-440.
Eliminating Racism Empowering Women. (n.d.). Retrieved February 17, 2013, from
Women’s Resource Center website:
http://www.ywcahp.com/ProgramWRC.htm
Greatnonprofits. (n.d.). Retrieved from http://greatnonprofits.org
Olsen, B. L. (1992). Developing a Non-Profit Public Relations Network. Public
Relations Quarterly, 37(1), 27-29.

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Goals and Objectives
Client Problems:
1. Sisters Helping Sisters problem is that they have had the same facilitator for
long time; limiting the topics they have been able to cover.
2. Sisters Helping Sisters second problem is that they don’t incorporate enough
new and exciting activities or programs that they would be interested in
attending.
Client Opportunities:
1. In regard to the first client problem, there is an opportunity to integrate a
number of different facilitators that would be able to enhance meeting topic
diversity.
2. In regard to the second client problem, planning and executing diverse and
interesting program activities would pose a valuable opportunity for
strengthening the overall program.
Goal:
To further enrich and educate the participants of Sisters Helping sisters by building
upon the program with inclusion of new facilitators and activities.
Objectives:
1) Output Objectives
Send one general information press release for recruiting facilitators to
appropriate community media outlets at the end of each month during
campaign.
Develop and maintain organization Facebook page to institute online
social media presence. Post relevant information every day, or as
frequently as possible, for the duration of the campaign beginning next
calendar year.
2) Outcome Objectives

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Increase confirmed potential facilitators by 1,500 percent to 15 facilitators
by the launch of the campaign next calendar year. (Currently 1 facilitator)
Complete scheduling, organization, and finalization of outside activities by
launch of the campaign.
Establish a stimulating bi-weekly schedule for the approaching year that
includes list of new potential facilitators, meeting topics, as well as activity
list by launch of campaign.
Have new facilitator and topic of interest for each of the planned
participant gatherings.
Draft a Sisters Helping Sisters brochure to distribute to appropriate
facilities such as doctors offices, hair salons, community centers etc…
3) Business Objectives
Dr. Palmer specified the objectives are gathering new facilitators and
seeking out activities that could be integrated into the next calendar year

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Messages and Audiences
Target Audiences
Audience Description Key Messages Suggested Media Tactics
Volunteers and
Facilitators
Facebook Page
Press Releases
Brochures
Social
Earned
Owned
Sisters Helping Sisters
Members
Schedule
Presentation
Owned
Organizational
Leadership
Sisters Helping Sisters Facebook Page:
https://www.facebook.com/pages/Sister-Helping-
Sisters/170955389724464
Important and beneficial to provide the Sisters Helping Sisters
organization with a social platform for potential volunteers and
facilitators to become more connected, as well as integrated, with the
organizational core message and opportunity for involvement.

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News Release
FOR IMMEDIATE RELEASE FOR MORE INFORMATION CONTACT:
Date TBA Janice Buxton
Founder
(336) 454 -1140
Sisters Helping Sisters in Need of Volunteers and Facilitators
Jamestown, NC (Date) – The Guildford County Resource and Referral Center
has an invaluable program called Sisters Helping Sisters for older women. As this
program is very successful in helping these women, they need new facilitators where
they can hold their bi-monthly meetings. These amazing women love to learn and
experience new things as well, so the group is looking for any volunteers who would
like to share their talents or knowledge of a topic with the group.
The Sisters Helping Sisters members support each other during times of trial
and laugh together during the good times. When change of perspective is needed,
they unite and refashion their outlook. All in all Sisters Helping Sisters form healthy
and long-lasting friendships that literally transform lives for the better of the
individuals and the community.
Sisters Helping Sisters mission is to support individuals, families and
communities by assisting them with enhancing their ability to overcome life’s
challenges, benefit from opportunities and maintain quality of life. Please contact
Janice Buxton to support this wonderful group at (336) 454 – 1140 or email her at
jbuxton@tgcrrc.org
###

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Evaluation of Strategies and Tactics
Facilitators:
We have a list of potential facilitators that will come to the meetings and
discuss certain topics for the women of Sisters Helping Sisters. These facilitators will
provide the program with an opportunity to keep the program diverse and
interesting. Al of the facilitators that we have selected will help the overall well being
of the women and will provide them with ways to better their lives. All of the media
channels that we have provided below will act as messages towards these potential
facilitators.
Health and Wellness:
Women’s Healthcare-
Michael T. McNamara, M.D.
High Point Regional Health Systems
336-882-7700
Eleanor Elaine Greene, M.D. MPH
Triad Women’s Health Center
336-841-6574
Physical Medicine and Rehabilitation-
Todd M. Reiter, M.D.
High Point Regional Health Systems
336-878-6042
Dentists-
Drs. Harris, Kwon, Garretson, Morrow
High Point Dentist – www.hpsmile.com
312 N Elm St  High Point  336- 884-4000
Mary Kay Beauty Consultants-
Kathryn Weaver (Mary Kay Beauty Consultant)
Mobile336-392-6708
Home 336-392-6708
Deborah Younts (Mary Kay Beauty Consultant)
Home336-746-5118
Mobile 336-596-1248

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Arts and Crafts:
Mad Platter
2921 Battleground Ave
Greensboro, NC 27408
336-540-9823
themadplatterpottery@gmail.com
Michael’s Arts and Crafts Store (craft classes)
1206 Bridford Pkwy, Ste C
Greensboro, NC 27407-2744
336-297-4015
Stampin’ Up Crafts
www.stampinup.com
(You can find a representative on their website)
From Art To Zebras
336-454-2091
3935 Brian Jordan Pl. Suite 109
High Point, NC 27265
Gate City Yarns
231 S Elm Street
Greensboro NC 27401
336-370-1233
Gardening:
Home Depot Gardening Club
2300 N. Main St.
Store Manager: Robert L. Jenkins
336-883-0500
Southern States
Store Manager: Jason M. Saunders
6199 Lake Brandt Rd.

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Soviero's Tri-County Garden Center & Feed
3818 N Main St High Point, NC 27265
336-885-3800
Financial Planning:
Finance Smart Choice Tax Service
336-268-8487 | Official Website 
2300 W Meadowview Rd, Greensboro, NC
Karen Sue Philbin *
1220 Eastchester Dr, Ste 109
High Point, NC 27265-3105
Phone: 336.882.7010
Fax: 336.882.7011
Triad Financial Advisors 
333 N. Greene Street
Suite 506  Greensboro, NC 27401 
336-230-0071
Education:
GTCC
Jesse Cross
Director of Admissions
336-334-4822 ext. 50125
Culinary:
The Stocked Pot Cooking School
381 Jonestown Rd
Winston Salem, NC 27104
(336) 499-5844
Keep It Healthy *
Elizabeth D Kirkpatrick MS RD LDN
1301 Carolina Street, Suite 111
Greensboro, NC 27401 
Phone: 336-337-7484
Fax: 336-245-1162

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Volunteer Opportunities:
Wishaven Animal Rescue and Rehabilitation
High Point, North Carolina 27262
336-259-0630
Open Door Ministries
400 N. Centennial Street
High Point, NC
336-885-019
High Point Regional Health System
601 North Elm Street
P.O. Box HP-5
336-878-6000, extension 2248
Bobbi Watkins, Volunteer Services Director
bwatkins@hprhs.com
Outside Activities:
Barberitos
1231 Eastchester Drive
Contact Number: (336) 884-1285
Giannos
Tex and Shirley’s
4005 Precision Way
Contact Number: (336)-882-4005
Dickey’s Barbecue Pit
5872 Samet Drive
Carolina’s Diner

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Jake’s Diner
4220 W Wendover Ave
Alex’s House
1223 N Main St.
Feeney’s
1589 Skeet Club Rd.
J and S Cafeteria
5835 Samet Drive
High Point, NC
Manager: Mike Cantrell
High Point Theatre
220 E Commerce Ave
Oak Hollow Park and Marina: Picnic/Outside Activity
-
Carolina Bingo
3718 Kivett Dr.
Jamestown, NC 27282
Fundraisers:

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Bake Off/ Bake Sale
- This event would be a fun way for Sisters Helping Sisters to have fun, fellowship,
and sisterhood while raising money for their program. Each member of Sisters
Helping Sisters would make a baked good or dessert and they would sell them to
others. There will also be a vote of whose baked good or dessert was the best.
Tentative Calendars:
◄ December ~ January 2014 ~ February ►
Sun Mon Tue Wed Thu Fri Sat
1 New Year's Day
Release Radio PSA
Release News
Release #1
2 3 4
5 6
Release News
Release #3
7
Keep It Healthy
Fac: Elizabeth D
Kirkpatrick
8 9 10 11
12 13 14
HPU Winter Choral
Concert
tentative
15 16 17 18
19 20 Martin Luther
King
21
Fellowship
Meeting
Fac: Janice
22 23 24 25
26 27 28 29 30 31 Notes:
More Holidays Calendars: February, March, April

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◄ January ~ February 2014 ~ March ►
1
2 Super Bowl /
Groundhog Day
3
Release News
Release #3
4
Gardening Club with
Home Depot
Fac: Robert L.
Jenkins
5 6 7 8
9 10
Release News
Release #2
11
Barberitos Percent
Night
12 13 14 Valentine's Day 15
16 17 Presidents'
Day
18
Fellowship Meeting
Fac: Janice
19 20 21 22
23 24 25 26 27 28 Notes:
More Holidays Calendars: Mar 2014, Apr 2014, May 2014
◄ February ~ March 2014 ~ April ►
1
2 3
Release News
Release #3
4
High Point Dentist
Fac: Dr. Harris
5 6 7 8

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◄ February ~ March 2014 ~ April ►
9 10 11
BINGO NIGHT
@ Carolina Bingo
12 13 14 15
16 17 St. Patrick's
Day
18
Fellowship Meeting
Fac: Janice
19 20 21 22
23 24 25 26 27 28 29
30 31
Release News
Release #3
Notes:
More Holidays Calendars: April, May, June
◄ March ~ April 2014 ~ May ►
1
Women’s Health
Fac: Michael T.
McNamara
Re-Release Radio
PSA
Re-Release NR #1
2 3 4 5
6 7 8
High Community
Theater
tentative
9 10 11 12

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◄ March ~ April 2014 ~ May ►
13 14 15 Tax Day
(Taxes Due)
16 17 18 Good Friday 19
20 Easter 21
Release News
Release #3
22 Earth Day
Southern States
Fac: Jason M.
Saunders
23 Administrative
Professionals
24 25 Arbor Day 26
27 28 29 30 Notes:
More Holidays Calendars: May 2014, Jun 2014, Jul 2014
◄ April ~ May 2014 ~ June ►
1 2 3
4 5
Release News
Release #3
6
Open Door
Ministries
Fac: TBA
7 8 9 10
11 Mother's Day 12 13
Picnic at Oak
Hollow Marina
Bring covered disk
14 15 16 17 Armed Forces
Day

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◄ April ~ May 2014 ~ June ►
18 19
Release News
Release #3
20
Gate City Yarns
(Knitting classes)
Fac: TBA
21 22 23 24
25 26 Memorial Day 27 28 29 30 31
More Holidays Calendars: June, July, August
◄ May ~ June 2014 ~ July ►
1 2
Release News
Release #3
3
Physical Medicine
and Rehabilitation
Fac: Todd M. Reiter
4 5 6 7
8 9 10 11 12 13 14 Flag Day
15 Father's Day 16 17
Middle of the Year
Reflection
Fac: Janice
18 19 20 21
22 23 24 25 26 27 28

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◄ May ~ June 2014 ~ July ►
29 30
Release News
Release #3
Notes:
More Holidays Calendars: Jul 2014, Aug 2014, Sep 2014
◄ June ~ July 2014 ~ August ►
1
The Stocked Pot
Cooking School
Fac: TBA
2 3 4 Independence
Day
5
6 7 8 9 10 11 12
13 14 15
Wishaven Animal
Rescue and Rehab
Fac: TBA
16 17 18 19
20 21 22
Visit Wishaven
Animal Shelter
23 24 25 26
27 28 29 30 31 Notes:
More Holidays Calendars: August, September, October

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◄ July ~ August 2014 ~ September ►
1
Re-Release Radio
PSA
Re-Release NR #1
2
3 4
Release News
Release #3
5
High Point Regional
Health Systems
Volunteers
Fac: TBA
6 7 8 9
10 11 12 13 14 15 16
17 18
Release News
Release #3
19
Continuing
Education
Fac: Jesse Cross
20 21 22 23
24 25 26 27 28 29 30
31 Notes:
More Holidays Calendars: Sep 2014, Oct 2014, Nov 2014
◄ August ~ September 2014 ~ October ►

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◄ August ~ September 2014 ~ October ►
1 Labor Day
Release News
Release #3
2
Financial Planning
Fac: Karen Sue
Philbin
3 4 5 6
7 8 9
Go to IDS cultural
enrichment series
on campus
Contact: Cassidy
Cloyed
10 11 12 13
14 15 16
Fellowship
Meeting
Fac: Janice
17 18 19 20
21 22 23 24 25 26 27
28 29 30 Notes:
More Holidays Calendars: October, November, December
◄ September ~ October 2014 ~ November ►
1 2 3 4

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◄ September ~ October 2014 ~ November ►
5 6
Release News
Release #3
7
Mary Kay Beauty
Consultant
Fac: Kathryn
Weaver
8 9 10 11
12 13 Columbus Day 14 15 16 17 18
19 20 21
Fellowship Meeting
Fac: Janice
22 23 24 25
26 27 28 29 30 31 Halloween
Go to Church for
Trunk and Treat
Notes:
More Holidays Calendars: Nov 2014, Dec 2014, Jan 2015
◄ October ~ November 2014 ~ December ►
1
2 3
Release News
Release #3
4 Election Day
Michael’s Arts and
Crafts Store (Craft
Classes)
Fac: TBA,
scheduled
employee
5 6 7 8

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◄ October ~ November 2014 ~ December ►
9 10 11 Veterans' Day
Go volunteer at
Open Door
Ministries Soup
Kitchen
12 13 14 15
16 17 18
Fellowship Meeting
Fac: Janice
19 20 21 22
23 24 25 26 27 Thanksgiving 28 29
30 Notes:
More Holidays Calendars: December, January, February
◄ November ~ December 2014 ~ January ►
1
Re-Release Radio
PSA
Re-Release NR #1
2
Michael’s Arts and
Crafts Store (Craft
Classes)
Fac: TBA,
scheduled
employee
3 4 5 6
7 8 9
Caroling for
Christmas
10 11 12 13

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◄ November ~ December 2014 ~ January ►
14 15 16
Fellowship Meeting
Fac: Janice
17 18 19 20
21 22 23 24 25 Christmas 26 27
28 29 30 31 Notes:
More Holidays Calendars: Jan 2015, Feb 2015, Mar 2015
Budget: While creating this campaign we kept in mind the fact that Sisters Helping
Sisters has a limited operating budget, thus we created a campaign that wouldn’t
require any additional monetary resources to complete the campaign. We contacted
and chose facilitators based on their willingness to help such a program with no
compensation. We also added outside activities to the calendar that would be free to
the program through donation of tickets and the like. Any “legwork” that is required
to carry out this campaign can easily be done in house by Janice Buxton or Pamela
Palmer. These activities consist of maintaining the Facebook page and distributing
press releases. The only work left to be done is putting these things into action, in
other words the research, compiling and creation has all been done by our team.to
various news media outlets which don’t require any money spent.

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Media List:
Outlet
Name
Media
Format
Type/Tactic Contact Information Contact
Name
(When
available)
Message
Type
Asheboro
Courier
Tribune
Newspaper Earned (336) 626-6140
news@courier-
tribune.com
Diane
Winnemuller
News
Release
Randolph
Guide
Newspaper Earned (336) 625-5576
news@randolphguide.com
Sandy Selvy News
Release
Greensboro
News and
Record
Newspaper Earned (336)373-7051
jeff.gauger@news-
record.com)
Jeff Gauger News
Release
High Point
Enterprise
Newspaper Earned 336.888.3543
mward@hpe.com
Megan Ward News
Release
WFMY
TV 2
TV Earned (336) 379-9369
news@wfmy.com
- News
Release
WGHP TV
8
TV Earned (336) 841-6397
news@wghp.com
- News
Release
WCWG
TV 20
TV Earned 336-307-4900
info@triadcw20.com
- News
Release
WXLV TV
45
TV Earned
336-722-4545
info@abc45.com
- News
Release
WFDD FM
88.5
Radio Earned 336-758-3083
wfdd@wfu.edu
- Radio
PSA
WSJS AM
600
Radio Earned (336) 777-3900
kfeltes@curtismedia.com
Kim Feltes Radio
PSA

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Radio PSA
Title: Sisters Helping Sisters?
Client: Sisters Helping Sisters
Length: 30 Seconds
Air Date: 12/15/13 – 1/1/14
###
SFX: Women laughing
(Establish then fade)
Announcer 1:
Announcer 2:
Announcer 1:
Announcer2:
Announcer 1:
Announcer 2:
Announcer 1:
Hey everyone out there we’re going to tell
you about a great organization that’s
mission is to enrich, empower and
encourage the lives of their members!
That’s right ladies this organization is the
one and only Sisters Helping Sisters. They
meet every other Tuesday and offer each
other fellowship and support.
And for all of you professionals out there
Sisters Helping Sisters is always looking for
new facilitators for their meetings in order
to educate the members.
That’s a great PR opportunity if I’ve ever
heard one!
1. Absolutely, now if you are interested in
joining the organization or becoming a
facilitator give Janice a call at (336) 454-
1140.
Give the good people that number one more
time.
Absolutely, that’s (336) 454-1140.

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News Release #1
Date TBA Dr. Pamela Palmer
Founder
(336) 454 -1140
Sisters Helping Sisters in Need of Volunteers and Facilitators
Jamestown, NC – The Guildford County Resource and Referral Center has an
invaluable program called Sisters Helping Sisters for older women. As this program
is very successful in helping these women, they need new facilitators where they can
hold their bi-monthly meetings. These amazing women love to learn and experience
new things as well, so the group is looking for any volunteers who would like to
share their talents or knowledge of a topic with the group.
The Sisters Helping Sisters members support each other during times of trial
and laugh together during the good times. When change of perspective is needed,
they unite and refashion their outlook. All in all, Sisters Helping Sisters form healthy
and long-lasting friendships that literally transform lives for the better of the
individuals and the community.
- More -

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jbuxton@tgcrrc.org
###

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News Release #2
Founder
(336) 454 -1140
Sisters Helping Sisters Holds Fundraising Event at Restaurant X
High Point, NC – Come meet and support the sisters from Sisters Helping
Sisters at Restaurant X. They are raising money and awareness for their group who
contributes so much for our community. The event will be on date TBA.
Sisters Helping Sisters is an exceptional program from the Guilford County
Resource and Referral Center in Jamestown, North Carolina. The sisters support
each other during times of trial and laugh together during the good times. When
change of perspective is needed, they unite and refashion their outlook. All in all,
Sisters Helping Sisters form healthy and long-lasting friendships that literally
transform lives for the better of the individuals and the community. Not only do
these women support each other but are regularly helping with community service
and work to collaboratively to make Guilford County a better place to live and grow
up.
-More-

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jbuxton@tgcrrc.org
###

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News Release #3
Founder
(336) 454 -1140
Facilitator X Collaborates With Sisters Helping Sisters
High Point, NC – The Guilford County Resource and Referral Center’s
astounding program Sisters Helping Sisters are doing Activity X with Facilitator X.
They are doing this on date X. The Sisters Helping Sisters members support each
other during times of trial and laugh together during the good times. When change of
perspective is needed, they unite and refashion their outlook. All in all, Sisters
Helping Sisters form healthy and long-lasting friendships that literally transform
lives for the better of the individuals and the community.
jbuxton@tgcrrc.org
###

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Monitoring Methods and Evaluations
Google Analytics – Google Alerts
- Use Google Analytics to track the reception of the press releases sent out
by the program. In order to do this you can set up a “Google Alert” to
notify you every time someone publishes something mentioning your
program using key words such as “Sisters Helping Sisters”.
Hootsuite
Use Hootsuite in order to track social mentions of the organization. Do this
by creating an account on www.hootsuite.com and load the program’s
Facebook into the account. Search for your program using the search
function at the top right hand side of the page. The more interaction (likes,
shares, comments etc.) the page receives the more successful the page is
doing. Strive to have at least 10 interactions a month and grow from there.

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Excel Spreadsheets
Use an excel spreadsheet to compile a list of facilitators in order track how
many you continue to sign up for future sessions. You can use this list to
keep track of contact information as well. Include topics to be covered in
this list as well. You can track the whole program from one list in order to
reduce clutter and confusion.

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Revisit the places where you have distributed brochures to see how many are
left and ask employees at that location about the activity surrounding the
brochures. When someone contacts the program you can also ask how he or
she found out about you in order to gauge the level of success of individual
referral approaches.

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