1. Strategies
Media Kit
Because our main focus is the implementation of the Kendrick Fincher Program in
elementary schools throughout the state of Arkansas, we are directing a lot of our
efforts towards how we can effectively reach and convince public school decision
makers that the program is a worthy investment of their time and money. In order
to do so, our plan is to create and send media kits to district officials of Northwest
Arkansas schools and other recommended areas.
The purpose of the media kit is not only to create awareness of our program, but
also to inform and create a need for hydration education in the mind of our target
customers. We recommend that the media kit include:
 About the program
 Story behind the foundation
 Testimonials (if available) or other related stories
 Statistical information about hydration and heat illness prevention in the
form of infographics
 Program overview
 Highlight other events put on by the foundation
 Basic contact information
 Pricing
Along with the media kit, we will also include a complete program as a way for them
to look over its content before they purchase the program, along with supporting
materials such as water bottles.
Selling
While sending the kit is an easy and effective way to reach out to potential clients,
meeting with them is even more effective. Meeting with everyone doesn’t seem
feasible, but it is recommended for our most sought after clients and as many others
as possible.
Web
In order to get our target audience more involved, we are recommending that there
is a section of the organization’s website that will provide information geared
towards school officials interested in our program. This is a specific link we will be
able to recommend in our media kit. It is also a way for school officials who have not
been sent a kit, to receive valuable information concerning the Bee Hydrated
program, and request a kit if they are interested in purchasing it for their schools.
Other Recommendations
We recommend that the program offer more things than just activities and
information. One way to get kids, teachers, and coaches involved with hydration
education is designing some kind of contest that can be held between various grades
and/or classroom. An example of this is distributing water bottles to each student

2. and having them drink a certain amount each day while they are in school. Each kid
that drinks at least the recommended amount of water for that day will earn a point
for his or her class. Once the contest is over, the class or grade with the most points
will get a small reward such as a pizza party.
Another recommendation that we have is to get involved at school related events to
help raise awareness among students, teachers, and their families. Events such as
field day and fun runs are ideal for this because they are outdoors and provide an
opportunity to set up a booth and distribute supporting materials promoting our
program and organization.

3. Audience
Since the Kendrick Fincher Foundation was founded and continues most of
its efforts in Northwest Arkansas, our target market is comprised of school districts
throughout the area, along with a few other major school districts in the state. We
chose to focus on school districts in NWA not only because of the foundations
current involvement, but also because they are more likely to adopt the program
into their schools due to the background story’s relevancy. Our decision to include
other school districts was based on size and accessibility, and because we saw it as a
way for the program to expand and grow.
The public school districts that we have chosen to reach out to includes, but
is not limited to: Bentonville, Conway, Fayetteville, Farmington, Ft, Smith, Little
Rock, Pea Ridge, Rogers, Siloam Springs, and Springdale.

4. Evaluation
In order to determine our amount of success in raising awareness of our
program and increasing the number of sales to elementary schools, we recommend
running a pre and post awareness test and plan to measure our rate of investment
(ROI). The following formulas will be used:
Efficiency of Communication Dollars =
Advertising Dollars/Numbers of Schools Reached
Effectiveness of Communication =
Number of schools aware/Number of schools that adopted the program
There are also many other ways that our efforts can be measured. One of
these is looking at statistics of the Kendrick Foundation website before and after
introducing the program to our audience. Such statistics such as overall views, time
spent by users on our website, and tracking which parts of the site have the most
traffic will be important in this analysis. If our recommendation of creating a web
page designed specifically for educators looking into adopting the program is
carried out, its traffic will be a very useful tool in measuring success. Another way
that success can be measured is attendance at related events, and the amount of
supporting materials distributed at those events.