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Table of Contents
I. Introduction
Organizational Overview 3
Mission Statement 3
What Does PA-CAP Provide 3
The Need for PA-CAP 3
The Purpose 3
II. Fact-Finding and Feedback
Initial Meeting 4
Initial Research 4
Website Review 5
Social Media Review 5
PA-CAP Survey 6
External Audit 6-10
Situation Analysis 11-12
III. Planning and Programming
Audiences 13
IMC Goal 13
IV. Tactics and Tools
Branding 14-15
Publications 16-18
Media Relations 19-20
Interactive 21-38
Special Events 39-43
Attachments 44
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I - Introduction
Organizational Overview
The Pennsylvania College Access Program (PA-CAP) is a 501(c) (3) non-profit statewide
educational workforce development outreach program, created in June 2000, to increase the
number of students attending college, business or technical schools.
Mission Statement
PA-CAP’s mission is two-fold: to assist individuals in entering and graduating from a
college, university, business or technical school in order to become a valuable component in
the changing labor pool; and to provide culturally relevant, comprehensive college
preparation information and assistance. Although open to the community, the program targets
students who are low income and the first in their family to attend postsecondary education
programs.
What Does PA-CAP Provide
The program serves students and the community who will be the first in their family to attend
college, are from families of limited income, are from areas or schools with low eligibility or
college participation rates, or are from secondary public, private and charter schools. In brief,
PA-CAP guides students through the application process for admission and financial aid by
helping them obtain financial resources for college.
The Need for PA-CAP
All high school students in Pennsylvania need professional guidance and support to complete a
post-secondary education. Unfortunately this support is not always readily available. As Dr.
Helen S. Faison, Former Pittsburgh Schools Superintendent & Director of the Pittsburgh
Teachers Institute stated, “[Although] all high schools in the Commonwealth of Pennsylvania are
required to provide professional services for their students, and in most instances the counselors
who provide these services are highly qualified. However, the large number of students assigned
to counselors due to budget constraints, makes it difficult for counselors to service all students
sufficiently. The counselor-student ratio in most schools makes it impossible for all students to
receive the help that is needed in a timely manner during a very critical time in their lives.”
The Purpose
The Pennsylvania College Access Program provides direct access to college preparatory services
to low-income high school seniors from financially disadvantaged districts throughout the
region. Eighty percent of these students are the first in their families to attend college. The
program operates through local high schools, where College Access Coordinators provide
comprehensive college readiness services including college and career awareness workshops,
individual advising, motivational speakers, and scholarship and financial aid assistance. The
College Access Program also helps schools develop their ability to provide comprehensive
college assistance and supports a “college going culture” that includes a college preparation
course sequence. The specialized services provided by the PA-CAP System are designed to
increase the likelihood of students successfully achieving a post-secondary education and guides
students through the admission and financial aid application processes.
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II - Fact-finding and Feedback
The Pennsylvania College Access Program is a proven success due to the student success stories
and positive reinforcement the program has received. As well as the company is doing, PA-CAP
struggles with brand identification, participation by donors, communication with donors, and
identification of new donor opportunities. The audience that the IMC plan will focus on is
potential and future donors and volunteers. The IMC plan will explain the tactics that can be
used to achieve new donors and to effectively communicate with current PA-CAP donors.
The first step to creating an effective and positive IMC plan is to research the company, in this
case PA-CAP, to find out the exact needs of the client. Through different formats of research,
Wood Street Communications was able to understand the needs of the client and discover its
competitors, its mission and its strengths, weaknesses, opportunities and threats as they pertain to
the communication efforts of PA-CAP.
Initial Meeting
On January 20, 2015, PA-CAP’s Executive Director Jeffery D. Woodard attended a meeting with
Wood Street Communications to provide information and insight into the PA-CAP organization.
Jeff is currently attempting to gain a stronger donor list in the near future. Currently, PA-CAP is
advertised primarily through word of mouth. Although this tactic has been positive, the client
realizes that to obtain more donors and students, it must focus on additional communication
efforts in order to reach a broader audience.
PA-CAP is seeking to have a stronger and more meaningful relationship with past, present and
future donors. All donors should know where their money is going and what positive effects their
support through solid communications programming.
Initial Research
Wood Street Communications researched and analyzed the current communication efforts at PA-
CAP through formal communication audit of its brochure, website, social media and other
communication platforms. A survey was also developed to analyze the current communication
efforts as seen by donors.
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Website Review
PA-CAP’s website is currently very simple yet hard to navigate. The photos on the website are
stock photos, which is not always negative but can be confusing to the average person because of
the lack of familiarity from the site. An updated donor list on the website would be beneficial.
One positive thing about the website is the section with statistics showcasing the good that PA-
CAP has provided. This section, although good, is scattered and not really shown in the best
layout possible.
Additional review and suggestions for improvement to the website can be found in the
Interactive section of the IMC plan.
Social Media Review
Currently, PA-CAP has a Facebook page, but there is no content present. There are no pictures
or likes on the Facebook page; there is a mention that PA-CAP is a company located in
Pittsburgh. PA-CAP does not have a Twitter account, however there are mentions of the
company in Governor Tom Corbett’s account. There are no accounts or connections for PA-CAP
on LinkedIn, YouTube or Flickr.
Additional review and suggestions for improvement to the social media sites can be found in the
Interactive section of the IMC plan.
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PA-CAP Survey
Surveys present a great opportunity to gain knowledge from target markets in order to lay the
foundation for future actions regarding a campaign and to make sensible decisions based on
analyzed results. It allows an agency to formulate questions and acquire the information needed
to properly execute a campaign. Wood Street Communications created a survey to ask donors
about their opinions on PA-CAP topics including communication, social media, its web
presence, and ways to improve overall communication.
Past donors will receive the survey as they are the major focus of the current strategic goals of
PA-CAP. The main goal of the survey is to acquire information regarding the opinions of donors
towards the communications aspects of PA-CAP. The results of the survey will be imperative in
confirming the recommendations made in this IMC campaign. (Attachment A: Donor Survey)
External Audit
Wood Street Communications also reviewed other CAP programs nationwide to determine the
effectiveness of their websites and to review their communication strategies. The assessments of
the three programs are as follows.
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District of Columbia College Access Program (DC - CAP) Competitor Analysis
DC-CAP’s website is very professional and appealing.
• The main page has a slideshow, alumni highlights, a thank you to donors, links to DC-
CAP’s Facebook and Twitter accounts, and a visible but unobtrusive donation button.
• The site offers a lot of easy to access information, breaking things down to About, High
school Students, College Students, Parents, News, Get Involved, Alpha Leadership,
Events, and Contact.
• The News section of the site offers media coverage, newsletters, press releases and more.
• The DC-CAP Facebook page posts frequently, has 12 reviews, and is even liked by
several pages such as Penn State, Trinity Washington University, and Virginia
Commonwealth University. Posts by the page link to useful articles and utilize hashtags.
DC-CAP even manages to properly use the profile picture and cover photo. The page has
2,600 likes and 70 people “were there.”
• The DC-CAP Twitter has 879 followers and 1,166 tweets. The account does a lot of
retweeting and doesn’t post much original content. It does, however, have 199 photos and
videos.
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Ohio College Access Network
The homepage has links to the following sections:
“The Network” - This leads to information about OCAN like the board of directors, the
staff, contributors, and the organization’s history.
“Methods”- This leads to information about the “need for college access”, methods used
to achieve the goals of the organization and current initiatives.
“Resources and Training”- This leads to information about how to join the organization
as a student counselor, training to be an “OCAN Counselor”, resources, and information
on tracking students.
“Member Service” - This provides a directory to those currently involved in the
organization.
“Get Involved” - This provides information on how to join and donate to the OCAN.
The webpage includes a revolving slideshow; this shows information about current programs
being carried out by the OCAN. Displayed under the slideshow is the organization’s mission
statement. Next to this is information about Upcoming News, and Upcoming Calendar events.
There is also a link to sign up for the organization’s newsletter, as well as links to Facebook,
Twitter, YouTube, and the University System of Ohio. Also included is the address for the
organization’s headquarters as well as phone and fax number.
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Oklahoma College Assistance Program – ocap.org
The site easily communicates its services to the reader. It’s easy to use and move around
throughout the site.
• In the College Access tab, there are links for different audiences, including students,
parents, counselors, partners, adult learners. This important to have to reach
numerous audiences, which is what PA-CAP wants to do.
• Similar to the College Access tab, the Money Management tab has different links for
different audiences and addresses ever circumstance that might be present. These
links include: high school students, college students, parents, consumers, campus
professionals, K-12 educators.
• Student Loan Repayment is another tab and just like the other tabs, it communicates
simply to students the options they have to repay their loans. This site does a great job
at communicating to all circumstances.
• In addition to their own services, the site also lists on the left side links to various
additional services from other sites.
• OCAP also offers their audience a tab to find publications and forms. The site lists its
partners, as well as up-to-date news about what they’re currently doing. It provides
an accurate and current About Us page.
• In addition to this, they also provide ways to get in contact with the organization. One
section they have is “Why Work With OCAP.”
• OCAP displays its social media presence, which is important because so many
students communication through social media and in addition to their traditional
forms of communication such as mail and phone, this offers another way to
communicate with an audience, which is one of the most if not the most important
service they can offer.
While content is almost always the most important factor in an organizations website, design
also is really important and OCAP does a great job as reaching various audiences through their
design and brand personality. The site is organized, and there are appropriate photos. The
graphics on the college access, money management, and student loan repayment tabs serve great
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purpose. This site would be easy for anyone to use. The colors used in the logo are appropriate
and appealing. It incorporates the state, name, and graduation cap nicely.
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Situation Analysis
After the initial research, Wood Street Communications developed an informational situation
analysis outlining the company’s ICM strengths, weaknesses, opportunities and threats.
Strengths
Success Stories / rates
Services people need
Connections with local high schools
Good word of mouth
Brochure, logo and website (basic tools established)
Strong board of directors
Connections with local businesses and mayor’s office
Connections with the media
Passionate and personable executive director
Good business plan
Weaknesses
No social media
Poor website
Lack of knowledge and use of technology
Media relations, no media placements
No brick and mortar
No staff
No advertising
No formalized PR
No IMC strategic plan
Personal branding through social media
No communication with former members
Opportunities
Workshops for students
Media relations
Improved website
Social media presence
Engage people in creative ways
Branding
Messaging
Brochure
Special event for anniversary
Success stories
Research
Database of current and former participants; donors
Community Donors
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Threats
Disorganization
Communication strategy
Inconsistent communication resulting in not getting point across with messaging
Competitors – NEED, Pittsburgh Promise
Relying on one communication tool – word of mouth
Not reaching target audience with current communication tools
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III - Planning and Programming
Based on the initial conversation with the client and the completed research, the following
audiences have been identified for the Pennsylvania College Access Program IMC Plan.
Primary Audience
• Donors – current, past and potential
• Volunteers
• Former students who have the potential to become donors and volunteers
Secondary Audiences
• Current students
• Potential students who could use the services
• Parents of students who need PA-CAP services
IMC Goal
To increase the number of participating donors and improve upon the relationship the
organization has with past, present and future donors.
The following IMC strategies were selected for this plan based on the needs expressed by PA-
CAP and the research completed.
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IV - Tactics and Tools
A. Branding
A company is most well-known for the image it creates for itself. Through various mediums,
PA-CAP can be seen as successful and resourceful by donors and students. By exuding this
image through branding tactics, PA-CAP will be able to gain a larger following and make a
name for itself through a well-defined and strategic logo, slogan, key messaging and brand
guide. PA-CAP will be rebranded in order to give the organization a new look that is young, bold
and eye-catching.
Branding Objectives
Create a new, bold image for PA-CAP that is instantly recognizable
Develop three brand components that are consistent across all communications materials,
in print and online
The following branding components are recommended:
Logo
A redesign will make the logo more noticeable and clean, and it will be effective on any type of
marketing and communications materials, both in print and online. The new colors will also be
used across all promotional materials.
The PA-CAP logo redesign gives the organization a bolder, younger look and feel. "PA-CAP" is
written in a large, noticeable font, with the full title "Pennsylvania College Access Program"
written out below. This design will include the organization's full name but establish "PA-CAP"
as its abbreviation. A graduation cap sits atop the letters, giving the logo a symbol instantly
recognizable with education, graduation and success.
The new color scheme of blue and black will make the logo stand out. The color blue is
associated with trust, dignity, intelligence and dependability, while black is associated with
strength and power. These colors will work together to portray an image that is dependable,
trustworthy and strong.
Slogan
The purpose of a new slogan is to sum up the mission of PA-CAP in a brief statement that can be
used across all promotional materials.
The new slogan, “Higher Education Within Reach,” is encouraging and full of possibility for
students who want to pursue higher education. The slogan is brief and simple, yet it conveys the
overall mission and vision of PA-CAP. The slogan should be included on all promotional
materials so there will be consistency across all materials.
Key Messages
Key messages will help to focus all promotional materials on the main points that need to be
shared with PA-CAP’s target audiences. Key messages are the top ideas and concepts that PA-
CAP communications materials (print and online) will promote to its target audiences, which
include donors, students and parents. These key points aim to send messages that clearly state the
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organization's purpose and goals to raise awareness and encourage action on the part of the target
audiences. The recommended key messages by audience are as follows:
General
The Pennsylvania College Access Program (PA-CAP) is a non-profit organization that
works to bring higher education within reach of students who need assistance filling out
college applications and financial aid forms. Learn more at www.pa-cap.org.
Donors
PA-CAP donors help make higher education a reality for students who might never have
thought college was an option. By supporting PA-CAP, donors make it possible for us to
assist thousands of Pennsylvania students looking to pursue higher education each year.
You can make a difference in the education of a student through a one-time donation or a
long-term giving plan. Visit our website (www.pa-cap.org) to become a PA-CAP donor.
Students & Parents
Filling out college applications and financial forms can be confusing and stressful. That's
why PA-CAP is here: We help students through the process of completing and submitting
important paperwork in order to make higher education a reality. Higher education is
within reach, and we're here to help you every step of the way. Visit www.pa-cap.org to
find out how to get involved in our program.
Brand Guide
A brand guide for PA-CAP will give instructions and guidelines for maintaining a consistent and
professional look across all types of communications and promotional materials. This document
will be helpful in defining appropriate logo usage, as well as colors and typefaces that are
appropriate for any PA-CAP materials. Adherence to these guidelines will help PA-CAP form a
unique look that is recognizable and consistent across multiple platforms. (Attachment B: Brand
Guide)
Branding Evaluation
Create a simple online survey to evaluate people's perceptions of the new logo and slogan
New logo, colors and slogan are included in all PA-CAP communication materials
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B. Publications
Publications are essential for any organization because they offer information in various forms
about the company, spread important information, and keep target audiences up-to-date and
informed. Publications can help raise awareness of PA-CAP, its mission and latest organizational
news. Regularly updated publications will provide target audiences with the information they
need to be well informed about everything that PA-CAP has to offer.
Publications Objectives
Develop three new publications to maintain communication with target audiences
Develop a template for gathering information on PA-CAP participant successes and
sharing it with key audiences
The following publications are recommended:
Brochure
PA-CAP needed to develop a new brochure that relays all the general information target
audiences need to know about the organization. A new brochure was developed that will garner
more of a following from both donors and students.
The brochure has information about PA-CAP’s mission, its team, funding and other fast facts. It
also contains information to direct donors to the website in order to learn more about how they
can help out financially or as volunteers. By directing readers to the website, the readers will
gain more in-depth information about PA-CAP. The brochure can be sent out by mail to donors
to reach them directly, and it can be distributed at the schools PA-CAP works with in the
community. (Attachment C: Brochure)
Success Stories
A success stories template has been created for PA-CAP to help promote the stories of PA-CAP
participants. Along with the brochure, newsletters and other publications pieces, the success
stories will help to highlight real students who were assisted by PA-CAP in order to help donors
realize the need to continue supporting this work.
The template is set up in a question and answer format, which makes for easy reading. It is easy
to insert the photo and information for each new success story subject. Included are several
stories in template form of past participants who were interviewed by Wood Street
Communications. (Attachment D: Success Story Template; Attachment E: Success Story
Sample)
E-Newsletter
An e-newsletter will allow PA-CAP to maintain continuous communication with all audiences,
from students to donors, in order to maintain relationships with those involved with the
organization. An e-newsletter template has been developed, which is brief and easy to read so
people can scan it quickly to get updated about what is happening with PA-CAP. Additionally,
people receiving the e-newsletter will have the opportunity to further connect with PA-CAP
through social media accounts and email.
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"The Grad Cap" is the name of a monthly e-newsletter recommended to PA-CAP that will share
the latest news, updates and other information about the organization. It will be sent to all of PA-
CAP's audiences, including current and past students, parents, donors and anyone else interested
in learning more about the organization. The content will be relevant to all audiences because it
provides a general overview of the organization and its various activities.
Each month, the latest organization news, updates, event details and photos will be shared, as
well as spotlight interviews on students and donors. The e-newsletter will be integrated into the
interactive campaign and distributed via email monthly. It will also be posted on the website.
(Attachment F: E-Newsletter Template; Attachment G: E-Newsletter Sample)
Guidelines for updating the monthly e-newsletter are as follows:
Each month, the e-newsletter template should be completed using Adobe InDesign.
The following sections should be updated with new content each month:
Page 1
Month and year (top right hand corner)
Bullet points of latest news
Article #1 headline and text
Photo with caption
Student spotlight interview with photo
Story #2 headline and text
Page 2
Month and year (top right hand corner)
Bullet points of upcoming events (include event details)
Donor spotlight interview with photo
Photo caption
Story #3 headline and text
To insert or edit text in InDesign, double-click on the text box to edit. Copy and paste text into
these boxes or type directly into them.
Save the InDesign document. (File, Save)
Export the document as a PDF.
When all information is inserted into the template, go to File, click Export.
Select Save as type… Adobe PDF (Interactive), click Save
A menu will pop up.
Make sure Pages is selected (not Spreads)
For Layout, select Single Page Continuous
JPEG Quality: High
Resolution: 300
Click OK
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Click OK again, and the PDF will be created
This PDF should be updated and attached to e-blasts sent out once per month.
Flyer
A new flyer will target prospective donors by giving them the information they need to support
PA-CAP.
A 8 ½ x 11 flyer has been developed to inform potential donors about PA-CAP, what it does, and
the donor’s role in the organization’s mission to help students pursue higher education. The flyer
is simple and easy to read, answering key questions a potential donor might have: What is PA-
CAP? Why donate? How can I help? The answers are straightforward and come from the key
messaging determined in the rebranding. Interested donors will be directed toward the PA-CAP
website to take the next steps toward donating.
This flyer should be distributed to local businesses and companies in the communities within the
school districts that PA-CAP serves, as well as mailed directly to potential donors. It is useful to
have on hand, along with the brochure, to distribute to potential donors at business-related
meetings, as appropriate. A PDF of the flyer will also be included on the website. (Attachment
H: Flyer)
Publications Evaluation
Measure the number of page views for online versions of publications posted to PA-CAP
website via the site's analytics
Distribute a survey to determine audiences' opinions of new PA-CAP publications via an
online service, such as Survey Monkey
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C. Media Relations
Media relations is important to gaining exposure for any organization. PA-CAP can use media
relations to reach out to media representatives, build relationships and encourage exposure for
the organization and the work it is doing in the community. Press releases, pitches and a media
list are included for reaching out to the media in order to gain coverage in local news outlets.
Media Relations Objectives
Develop an expanded media list with a variety of reporters at local media outlets
Increase PA-CAP's earned media coverage with a goal of three press releases distributed
to local media outlets over a period of six months
The following media relations strategies are recommended:
Media List
A media list has been created for PA-CAP to reach reporters and editors who can help get PA-
CAP’s message out to the public. The media list consists of relevant reporters who have covered
features, education and business for Pittsburgh area news outlets. These reporters are most likely
to be interested in covering PA-CAP stories. (Attachment I: Media List)
Press Releases
Press releases provide reporters with important information about upcoming events and other
relevant news to maximize an organization's publicity and earned media coverage. Three initial
press release ideas are proposed for PA-CAP to gain media coverage. Two sample press releases
have been created to serve as examples for upcoming releases.
The following press releases are proposed:
PA-CAP's 15th anniversary celebration and the work PA-CAP does for students in the
Pittsburgh area. This will be distributed to Pittsburgh area reporters who focus on
education and features. (Attachment J: Press Release 1)
PA-CAP's first workshop events, which are free and offer students important information
for completing paperwork for college applications. This will be distributed to Pittsburgh
reporters who write about education. (Attachment K: Press Release 2)
Student success stories of past PA-CAP participants who successfully completed college
and found jobs because of the program's assistance. These will be distributed to features
reporters from the students' hometowns. It is suggested that three releases be developed
and distributed in the next several months.
Email Pitches
Email pitches are an effective way to reach out to reporters directly in an effort to gain media
coverage. They can be tailored to specific reporters to appeal to that person and his or her
audience. It is recommended that an email pitch be developed for each press release that is
created and sent directly to a few relevant reporters.
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A sample email pitch is included that can serve as an example for future pitches. By following
this sample, pitches to reporters can effectively let local reporters know about PA-CAP-related
stories and why they should be covered by that news outlet. (Attachment L: Sample Email
Pitch)
Media Relations Evaluation
Measure the number of earned media mentions by keeping track of the number of PA-
CAP earned media mentions
Keep track of the number of responses from the media per press release/pitch to
determine effectiveness
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D. Interactive
It is important to maintain interactive tools to raise awareness among donors and participants. In
order to increase donors and donor participation, the website, social media pages, e-newsletters
and e-blasts must all keep the new branded feel
The interactive tools will support all other tactical objectives by driving traffic to social media
pages and the website, while encouraging participation from donors. It is recommended
interactive be used as a tool for the other tactics in order to build a unified brand and image to be
presented to donors.
Objectives
To acquire 200 unique visits on the webpage by January 1, 2016
To acquire 500 Facebook likes by January 1, 2016
To acquire 500 Twitter followers by January 1, 2016
To create at least 24 e-blasts in the next year
1. Website
A complete, interactive website is the first impression visitors will see when they research the
organization. The website will clearly portray what PA-CAP does while attracting donors to
learn more and feel good about their contributions. For PA-CAP, the website is a direct resource
to the donors and students who should be able to navigate to the social media sites while
registering for e-mails. The website should also be the main platform for accessing PA-CAP’s
every resource. All publications, print and online, will be directed back to the website in order to
form a solid communication connection for PA-CAP.
In order to target donors and students, the website needs a professional update. Currently it is
outdated, visually unappealing and difficult to navigate. The website must be concise and easy to
navigate. Making the website more modern will help attract visitors to the website. The
following suggestions should be considered.
Consolidate the TABS.
Currently, the website has nine tabs for users to click. Most professional websites have six to
eight tabs to organize information and keep audiences from becoming overwhelmed. A
suggestion for tabs includes:
• ABOUT
• THE TEAM
• MEMBERS AND SPONSORS
• STUDENTS
• NEWS
• DONATE
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• CONTACT US
• #HELLOFUTURE
Making a separate tab for MEMBERS AND SPONORS and DONATE will help make the
website more visible for donors and sponsors. Also, some of the links on the website are the
same as tabs, which keeps the user running around in circles on the site. For example, the NEWS
tab is the same as the “Latest News” link, which is located on the side of each page on the site.
Additionally, creating a tab for students will help them easily navigate to the information they
need in acquiring and completing FAFSA paperwork and scholarship links.
In order to attract more donors, sponsors and students, PA-CAP should place donate and social
media tabs above the original tabs of each page. This will help connect visitors to social media
and will make the contribution process more visible for donors and sponsors. The website will
have main tabs with sub tabs that make social media noticeable on the site. Having clear links
makes the website easier to navigate. After looking at another website (Green Building
Alliance), the setup should look like this:
Make the website more visual.
In order to keep the interest of users, websites are becoming more visual with pictures and audio.
PA-CAP should have a slideshow or rotating news feed on the homepage, MEMBERS AND
SPONORS and DONATE of all the current contributors of the non-profit. Underneath the
“Contact Us” tab, the page needs more color and a few photos. Underneath “The Team,” it is
suggested there be photos of the management team with a biographical description in order to
display a personal profile of each person. This adds a personal connection when donors and
sponsors are reviewing the website. Personal social media links underneath the bios should be
displayed in case the donors or sponsors want a casual, informal social media chat with the
management team. Also, under MEMBERS AND SPONORS, the donors and sponsors should
be displaying their brands as follows:
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Develop a place to submit e-mails on the website for e-blast campaigns.
A transparent outlet for e-mail subscriptions will keep donors and students up-to-date with new
information and upcoming news. This should be located at the bottom of each page of the
website. It could look like this:
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Create a blog tab.
In order to consolidate the tabs and to reflect a personal representation of PA-CAP, there should
be a blog tab. The blog will be a comprehensive, personal reflection of the non-profit
organization and will echo Mr. Woodard’s voice. His perspective will incorporate his personal
values with the organization’s values and lifestyles in order solidify and reflect his representation
with PA-CAP. Also, the blog will incorporate photos, success stories and donor profiles. The
blog will reflect PA-CAPs mission and vision. PA-CAP’s best connection with its publics is
word-of-mouth. Quotes from donors and sponsors can be published online.
A simple, creative hashtag will help connect PA-CAP’s social media platforms. The hashtag,
#hellofuture, relates to the organization’s slogan, “Higher Education Within Reach” because it
conveys the idea of positively moving forward with one’s life through education. It is simple,
straight-to-the-point while inviting and encouraging to the person using the hashtag. The blog
title will be #hellofuture because it will portray positive “moving forward” content, such as
success stories, event coverage, photos and quotes. Using the same hashtag as the name of the
blog will help strengthen and interconnect the social media platforms while reflecting the
mission and vision of the organization. It should be a visual presentation like this:
Update the content throughout each page of the website.
There are fragments, verb agreements, spellings errors and redundancies throughout the entire
website. The information on the website should be written professionally and be concise for the
readers. For example, there should be a hyphen in between PA-CAP every time it is used on the
website. Additionally, the MISSION and VISION could be reversed. Updating and correcting
the small things on the website can help make the website look more professional.
Incorporating the slogan, Higher Education Within Reach, will help with creative hashtags in
social media while repeating and reinforcing the mission and vision for PA-CAP. Underneath the
statistics tab, the information needs to be updated to PA-CAP’s 2015 assistance to individuals in
order to show the donors how big of an impact the non-profit has for prospective college
students. Underneath the photos tab, there is no context given to the yearbook photos, so
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displaying dates and quotes will add a personal touch and a connection to the donors and PA-
CAP applicants. These pictures will be displayed underneath the blog section of the website,
along with photos from PA-CAP events and sessions. Underneath “Contact Us,” PA-CAP should
have sub tabs that provide information on volunteering and mentor programs. In the “Donate”
tab, the placement of the address and the downloadable PA-CAP donation sheet should be
reorganized. Also, the “Contact Us” tab should have two contacts: one for donors and sponsors
and another for PA-CAP applicants. That way, prospective students have easy navigation and
access to scholarship links, FAFSA applications, checklists and personal scheduling so donors
and sponsors do not get confused.
Website Evaluation
In evaluating PA-CAP’s website, consumption refers to the content that its visitors will see and
consume when utilizing the website. Metrics such as page views will be an effective way to
evaluate the website’s pages. For quantitative purposes, the number of page views will
determine the popularity and demand of information on the website. The goal is to attain 1,000
page views within six months after PA-CAP’s new online presence is launched.
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2. Social Media
Facebook
Facebook is the most popular social media platform with 1.19 billion worldwide users and
growing — including 73% of the US adult population. Facebook also offers the most evenly-
distributed demographics of any platform – Facebook can greatly increase the reach of an
organization’s content. It is the best platform for increasing awareness of a brand. Facebook can
be targeted by basic demographics, job title, interests, familial status, etc. There has been a recent
decrease in the popularity of Facebook among teens, so the platform will better appeal to the
older demographic.
Figure 1 Facebook Page Admin View
Posts must be relevant, interesting, and concise. The page administrator must be responsive and
communicate like a person rather than a robot, answering every message sent to the page in a
timely manner. Responses should be polite, honest and helpful in order to answer every question
posed. Interact and ask users for input.
It is recommended that PA-CAP add its official Facebook address to all materials: emails,
websites, event registration pages, brochures, etc. Don’t overwhelm people with posts – find a
rhythm and be consistent. If fans want to learn about PA-CAP, they can always go to the
website, so use social media to engage on a more personal level. Ask questions to spark
conversation and activity on the page; posting questions receives double the engagement of non-
question posts. Also, use photos as posts with photos generate 120% more engagement than
simple text. Be short and concise as posts shorter than 250 characters have 60% more
engagement than longer posts. Consider posting mostly on Thursday and Friday as these days
have 18% better engagement than other days of the week. Post at least once a day so that the
page appears active and remains relevant in your followers’ newsfeeds.
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Sample timeline posts:
Inspirational pictures/quotes/memes: Provide quick and easy content to find and share,
useful for building engagement.
Figure 2 Ex. Inspirational Pictures/Quotes
PA-CAP news and updates: Facebook can serve as a quick and easy message board,
keeping people informed.
The history of PA-CAP: People will be interested to learn about PA-CAP and will feel a
greater connection with a company they understand.
Donor spotlight: Showing appreciation for the companies that support PA-CAP
encourages others to donate.
Student success stories and interviews: Success stories act as testimonials for the
effectiveness of PA-CAP.
Photos of students, events, PA-CAP staff, and volunteers: This puts a personal face on
the company.
Event flyers: Flyers are quick and easy to make but draw more attention than simple text.
Relevant articles and blog posts from other sources: These articles will keep followers
updated on recent developments in related fields, not just PA-CAP activities. For
example, “7 Common FAFSA Mistakes” from ED.gov.
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Figure 3 Ex. Relevant Articles
Related videos: Providing interesting and informative content is a good way to boost
engagement. For example, “Education Innovation in the Slums” by Charles Leadbeater
TED Talk.
Commencement Speeches: Find videos of popular commencement speeches by notable
figures and share them.
Figure 4 Ex. Commencement Speech
News and events from local colleges and surrounding area: Involve the community in
PA-CAP’s day-to-day life.
Internship/career opportunities: Keep people informed of job openings as a way to build
an audience.
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College application tips: Give brief pointers every now and then to spark interest.
Figure 5 Ex. College Application Tips
Scholarship opportunities: Build an audience by keeping PA-CAP’s goals front and
center.
Resume building advice: Provide useful information that helps people in their eventual
job searches.
Share content from local business and organizations: community involvement affirms
PA-CAP’s commitment to the area.
About Page
The Overview displays a Google map of the company’s location and website address. Page Info
contains: category, name, Facebook web address, start info, address, short description, mission,
founded, awards, products, phone, email, website. Notes features: articles that would be posted
under the website’s NEWS tab and students should be encouraged to post brief testimonials and
a star rating on the Reviews.
Figure 6 Ex. About
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Photos
Post pictures of staff and volunteers, students and their families, events, inspirational figures and
quotes, education related memes.
Figure 7 Ex. Photos
Videos
Post videos of staff and student interviews. Record and post footage of PA-CAP events. Curate
content, such as TED Talks, college campus tours, successful organization/study advice, tips for
writing applications, etc.
Figure 8 Ex. Videos
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How to use the Facebook Page
From the personal account on Facebook.com, access the PA-CAP page by clicking on the link
that says Pennsylvania College Access Program on the left hand sidebar under “PAGES.” This
will provide Admin Access to the page.
Facebook Evaluation
Use Facebook Insights to determine the best time of day to post, the best day of the week to post
and what type of content is most popular. It is important to note that the Facebook Insights tool is
constantly updated to reflect the page’s developments and any patterns that may form. So keep
checking back to keep in the loop.
Click on the gear wheel on the Facebook Fan Page and select “View Insights.”
This is the main Insights dashboard and here are the total number of likes (and whether this is
increasing or decreasing), the number of friends of fans available (this is the potential number of
people that can be reached), how many people are actively talking about the page as well as the
total weekly reach.
Likes: Click ‘Likes’ to see the demographics as well as the locations of fans as well as their age
groups.
Reach: How much of the content is actually reaching fans? Who is talking about the page? Are
any of the fans referring the page to others or sharing images with their friends?
The “Reach” section helps to see page views and unique visitor views (those who searched for
the page as opposed to clicking on the Facebook ad). Also view reach in terms of organic
searches, paid, and viral searches.
Talking About This: The “Talking About This” section can also provide valuable data about who
is talking about the page – this includes demographics and percentages of people in different age
groups.
Check-ins: “Check-ins” can be useful for companies that have a physical location. Fans that
‘check-in’ when they arrive at a business show their loyalty to the company in doing so.
Under the check-in section see the number of people who have checked in, where they live,
whether they are male or female etc.
Twitter
Twitter is the second-most recognized social media platform but the fourth in terms of usage
(18% of the U.S. population). Those who use Twitter use it more frequently than other platforms
(46% log in on a daily basis). Twitter users have a higher tendency to follow brands and they
keep up to date on current/trending events. Twitter users respond to offers, contests, and
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discounts. This means that Twitter provides PA-CAP an opportunity to reach and engage with
followers at a greater frequency than other social media platforms.
Figure 9 Twitter Account
Twitter is valuable for connecting with supporters, donors, and community members. Nonprofits
have been slow to utilize Twitter but PA-CAP stands to gain from engaging its audience with
tweets. A PA-CAP Twitter profile needs a complete bio section and a fitting avatar image.
Profile bios can only be 160 characters long but it needs to be accurate, exciting, targeted to
attract the right people, flattering, humanizing, and intriguing. PA-CAP can upload a bio image,
a header, and a background in order to capitalize on visuals.
Figure 10 Ex. People to Follow
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By researching and properly using hashtags for trending topics related to career search and
development PA-CAP can achieve maximum exposure. A hashtag gives followers a way to join
and expand the scope of the conversation. Photos and videos can also be shared through Twitter
(36% of all shared links on Twitter are Photos). Tweets should be current and timely, linking to
relevant information. PA-CAP can follow and retweet others, as well as acknowledge those who
make the effort to follow and share the company’s content. Finally PA-CAP has the option of
paying to promote Tweets for important announcements and special events so that more people
are capable of seeing them. Tweet several times a day, as you are comfortable. Do not Tweet
more than four times and hour so as not to overload followers.
Figure 11 Ex. Inspirational Quotes
Tweets should use the hashtag #hellofuture, along with a picture due to the high traffic rate on
posts with pictures versus posts without pictures. In Tweets linking to articles or blog posts about
networking use the hashtag #networking, for interviews use #interviews, etc.
Figure 12 Ex. Dedicated Hashtags
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A special hashtag should be created for each event sponsored by PA-CAP and events should be
live Tweeted with updates and feedback should be encouraged amongst participants. A Q&A
with people from PA-CAP or special guests from the event should occur on Twitter. Using a
designated hashtag such as #CAPchat for a Q&A will allow multiple people to engage in such a
discussion.
Figure 13 Ex. Twitter Chats
How to Use Twitter
Go to Twitter.com and click on the Log in box. Use the email attached to the account,
PennsylvaniaCAP@gmail.com, or the username @PA_CAP. The password is: “woodard2015”
Click on the box marked “Remember me” to avoid having to sign in every use. It is also
suggested to download the Twitter app to a smart phone to Tweet on the go.
Twitter Evaluation
The dashboard provides an overview of activity over the last 28 days. The major statistics it
provides are Impressions, Engagements, and Engagement Rate for each tweet and the trend for
those over time. See which Tweets produced user profile clicks and actual follows. At the top
right hand on the dashboard is an Export data button that will transfer all of the data to an Excel
spreadsheet. Provided is the actual text of each Tweet along with the timestamp coupled with all
of the engagement metrics.
LinkedIn
LinkedIn is the social network for professionals — 38% of internet users with an income of more
than $75,000 are on the platform. Coinciding with this are the percentage of users who are 35 or
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older (79%) and the percentage of employed Americans that use the platform (27%). People use
LinkedIn to check up on business partners, find jobs, and network (periodically rather than
regularly). The platform is highly influential in the job hunt for employers and applicants.
PA-CAP should develop a “Company” page on LinkedIn with updated information on the
organization. PA-CAP’s employees and supporters should connect with the staff member
responsible for managing the page and follow the page itself. The manager should join local
business and other local nonprofit groups in the area. PA-CAP can also sponsor its own group
for sharing and networking purposes. PA-CAP can use the “Questions” feature to connect with
LinkedIn members who are looking for information about career development. By using status
updates, PA-CAP can notify followers of relevant news once or twice a week. As with all other
forms of company controlled media, PA-CAP needs to market the LinkedIn page via website,
newsletter, brochures and other means.
LinkedIn Evaluation
Engagement % = Interactions + Clicks + Followers Acquired: In other words, of those who have
seen the update, how many are engaging with it? Look at updates with higher engagement rates,
note the type of content, targeting, date and time to optimize around what’s proven to work.
Demographics: From Seniority and Industry to Company Size and Function, this is how to get a
snapshot of who followers are in order to tailor the type of content shared and the tone used to
deliver it. It also helps figure out segments to target for Targeted Status Updates. The ability to
see how a page compares to competitors is most unique about LinkedIn Company Page
analytics. These metrics give me an easy way to see how PA-CAP is doing and what PA-CAP
should be striving for.
3. E-blasts
There is currently no consistent email communication with either donors or participants of the
organization. E-blasts are recommended to maintain consistent communication with PA-CAP’s
publics. Timely emails to donors and participants will create positive relationships, increase
donor participation, and keep donors up to date on current activities.
All email communications should maintain brand standards in order to be easily identified as a
PA-CAP email. Emails should contain links to PA-CAP’s website and social media pages. They
should also contain a link to sign up for monthly newsletters. Unlike the monthly newsletters,
e-blasts will be sent out monthly with regard to important dates for the two separate audiences,
students and donors. The first e-blasts will be an invitation to complete the donor survey; the
second will be a thank you to those who completed the survey. (Attachment M: Survey Invite
Blast; Attachment N: Survey Thank You)
Donor emails will be sent out around events like the anniversary dinner, workshops, and when
the website and social media pages are launched. (Attachment O: Social Media E-Blast;
Attachment P: Website E-Blast; Attachment Q: Newsletter Sign Up) Emails to donors should
thank them for their participation while encouraging them to continue to give back to PA-CAP.
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They should also tell donors how their contribution is helping the organization and other ways
they can contribute to PA-CAP.
Emails to participants will be sent as college-relevant dates are approaching, like deadlines for
submitting college applications, filing for FASFA, scholarship applications, and more.
Communication to participants will encourage the use of the services and the new workshops or
events. Creating a strong relationship with participants will hopefully help increase participation
as a donor after graduation.
Mail Chimp
Mail Chimp is an easy-to-use platform that will allow PA-CAP to keep separate email lists for
both publics. Mail Chimp offers various templates, options for scheduling posts, and allows users
to save multiple email campaigns.
A Mail Chimp account has been established and houses the sample e-blasts and mailing lists.
The username to login is pennsylvaniacap@gmail.com; the password is “Woodard2015!” both
the capital “W” and exclamation point are necessary.
The campaigns tab will hold separate e-blasts; campaigns for multiple email lists will be
unlocked once Mail Chimp is being used. To create a campaign select “Create Campaign” and
select the type of campaign, choose an email list, and enter the campaign information. Choose a
template and enter the content, logos and images that have already been saved to the account to
be used in every email. Preview and test every email by sending it to yourself first.
The templates tab holds a monthly newsletter template that can be used and edited with content
every month. The lists tab holds both email lists for students and donors.
E-blast Schedule
The following is a suggested time for E-blasts based on the audiences and events taking place
throughout the year.
May:
Donor – New social media, new website and Grad Cap, Crystal Jubilee invite (4)
Student – Creation of social media, website and Grad Cap, Crystal Jubilee invite (4)
June:
Donor – Crystal Jubilee thank you, highlights from event (2)
Student – Crystal Jubilee thank you, highlights from event (2)
July:
Donor – Volunteers needed for workshop (1)
Student – Workshop reminder (1)
August:
Donor – Feature donor and student success story (1)
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Student – College prep workshop invite (1)
September:
Donor – Workshop highlights (1)
Student – Workshop highlights (1)
October:
Donor – Workshop Volunteers (1)
Student – College application tips, (1)
November:
Donor – Feature donor and students success story (1)
Student – Workshop invite (1)
December:
Donor – Workshop highlights (1)
Student – Workshop highlights (1)
January:
Donor – Workshop Volunteers, annual report (2)
Student – FASFA tips, grant and scholarship reminder (2)
February:
Donor – Feature donor and students success story (1)
Student – Grant and scholarship deadlines, workshop invite (2)
March:
Donor – Workshop highlights (1)
Student – FASFA deadline, workshop invite (2)
April:
Donor - Feature donor and students success story (1)
Student – Summer internship tips (1)
E-blast Evaluation
Mail Chimp allows users to keep track of how many emails have been opened. After each e-
blast, check the metrics to establish an average open rate for e-blasts. Mail Chimp also allows
users to track the number of clicks from the emails to each social media page and to the website.
Check these metrics after each e-blast, especially after the website e-blast and social media e-
blast, to understand the success in generating traffic to the separate platforms.
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Platforms Not Included in This Plan
Instagram is one of the platforms considered for use by PA-CAP but decided against. Instagram
is an online mobile photo-sharing, video-sharing, and social networking service that enables its
users to take pictures and videos, and share them on a variety of social networking platforms,
such as Facebook, Twitter, Tumblr, and Flickr. According to businessinsider.com, Instagram is
“an attractive platform for many apparel, entertainment, and media brands focused on the 18 to
34-year-old age bracket” but this demographic does not further the goals outlined by this plan.
Another platform that was considered during the creation of this plan is Pinterest, a web and
mobile application company that operates an eponymous photo sharing website. Users can
upload, save, sort, and manage images — known as pins — and other media content (e.g. videos
and images) through collections known as pinboards. Pinterest acts as a personalized media
platform.
Given that Pennsylvania College Access Program wishes to reach out to potential donors and
sponsors through its marketing practices, these two platforms have been deemed unnecessary.
Interesting visual media is not the most important aspect to the success of PA-CAP and so
Facebook and Twitter can be used to share photos and videos in place of Instagram or Pinterest.
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E. Special Events
It is a common public relations tactic to hold dinners or other social gatherings with an
organization’s donors. This tactic is not only an easy and cost effective way of showing
appreciation for donors, but can also serve as a good way to broadcast the various success of the
organization as well as to encourage further donations.
In order to achieve the goal of increasing donations to the PA-CAP, it is recommended that PA-
CAP host nine events that will target different markets in order to raise awareness of PA-CAP,
increase involvement and encourage participation within the community.
By increasing participation and awareness of PA-CAP through these events, students are more
likely to get involved and increase in revenue seen through donations.
Special Events Objectives
To develop a 15th
anniversary gala to be held in June 2015
To develop and hold 4 workshops for students in the next 12 months
To develop and hold 4 student events in the next 12 months
15th Anniversary PA-CAP Crystal Jubilee
The main focus of the events will be to encourage donors to participate more in PA-CAP so they
will be engaged and feel compelled to give more to the organization. The central aspect of this
plan will be on a special anniversary event reserved for donors. It is suggested that this event,
called the PA-CAP Crystal Jubilee, take place on Monday, June 1, 2015 because that is the
actual anniversary date of the formation PA-CAP. A Crystal Jubilee is a formal name for a
fifteenth anniversary.
It is suggested that PA-CAP Crystal Jubilee be a black tie and red carpet type of event with
donors and sponsors invited. These individuals are accustomed to up-scale type of events and are
important to PA-CAP, so the donors should feel welcomed with an elegant event. Dinner and
drinks will be provided along with awards to donors who have made an impact on PA-CAP.
Former students will be invited to the event to speak about their experience and success stories
with PA-CAP. A cover charge of $50 should be paid in advance to help pay for the event.
Checks should be made payable to Pennsylvania College Access Program.
Donors will be invited through a direct mail invitation and a reminder e-mail sent a few days
before Jubilee (Attachment R: Direct Mail Invite). Both the direct mail invitation and e-mail
reminder will include all details about the event and encourage people to register. The invitation
will be mailed on May 1, one month prior to the event. The e-mail reminder will be sent two
weeks after the release of the invitation. To garner attention for PA-CAP’s fifteenth anniversary,
a press release will be sent to local media advertising the anniversary and how to donate to PA-
CAP. Once the event is over, thank you letters should be sent to all those who attended.
Below are two options for venues: Olive or Twist, located in Downtown Pittsburgh, and Phipps
Conservatory, located in Oakland. The Phipps Conservatory will make a better overall event
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because it fits the target of the donors better and it is a prestigious venue. The guests will also be
able to enjoy the weather with Phipps’ outdoor rooms and scenery.
Oliver Twist (The Lounge Upstairs)
Indoor event ($1,000-$5,000)
Oliver-Twist TOTAL: $1500 ($3,000 estimate)
Donor $50 a ticket
Food and beverage: $1,200
Friday & Saturday
VIP Room = $250 Room Rental
(Minimum food & beverage commitment for function is $500)
Entire Upstairs Lounge (Saturday Only) = $1000 Room Rental
(Exclusive rights to the upstairs lounge during the specified time period.)
For groups of 75 – 150
Minimum food & beverage commitment for function is $4000)
Sunday
Entire Upstairs Lounge = $750 Room Rental
(Exclusive rights to the upstairs lounge during the specified time period
For groups of 40 – 150
Minimum food & beverage commitment for function is $3000
**Minimum food & beverage commitment does not include tax & gratuity.
**Reservations may also be made for smaller groups not needing an entire space without
having specific food and beverage requirements.
Monday – Wednesday
Entire Upstairs Lounge = $300 Room Rental
(You will have exclusive rights to this room, unless otherwise arranged.)
(For groups of 25 – 150)
(Minimum food & beverage commitment for function is $1200)
Phipps Conservatory (Outdoor Garden)
$1,800 for 3 hours
200 people
Donor $50 a ticket
Add one hour for $900
Botany Hall
$250 for 2 hours (rather than adding the extra hour)
For the presentation: Seats 100 people
Phipps Garden Center
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2 rooms with outdoor patio and stage
$650 for 4 hours
Seats 100 people both rooms
20 6 ft tables and 100 chairs
Additional hours can be purchased for $150
Outdoor Garden
$1440 for 3 hour event of 250 people.
Seating for 250 people
Reception tents
Square tables and chairs that accommodate 200 seated with a dance floor
Italian style buffet
Phipps TOTAL: $4,940 to $6,690
Workshops
It is suggested to have several different workshops throughout the year to help students fill out
paperwork for college and to inform them about available resources. For example, how to apply
for colleges, career tests, and how to find and apply for scholarships (Ex: FAFSA).
The workshops will take place at schools, libraries and community centers and two times a year
(September 5 and October 3; January 2 and February 5). The workshops in September and
October will deal with applying for colleges, finding out students potential majors, and helping
determine best colleges based on the students interests. The workshops in January and February
will deal with financial aid, student scholarships, and FAFSA.
Donors and sponsors, along with PA-CAP employees, will be at the workshops helping students.
The workshops, which will be free to any student, will be held in select locations throughout the
city of Pittsburgh based on locations of previous and current PA-CAP work. Community centers,
schools and libraries in these locations would be the perfect venues.
To promote the workshops, there will be posts on social media (Facebook and Twitter)
describing when and where each one will be held. Also, flyers will be sent to various schools in
the areas around the workshop locations. These flyers will target senior students in each school
district. The flyers will give a quick rundown of the workshops as well as their locations and
times. They will also provide an explanation of why these workshops are important. Also, a press
release will be sent to local media to help advertise the event. (Attachment S: Work Shop Flyer)
The following are suggestions of possible locations to host workshops:
Pittsburgh Citiparks Community Recreation Centers
Ammon
2217 Bedford Avenue
(412) 255-2501
Brookline Recreation Center
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1400 Brookline Blvd
Pittsburgh, PA 15226
(412) 571-3222
North Hills Community Outreach
416 Lincoln Ave
Pittsburgh, PA 15209
(412) 408-3830
These venues were chosen due to their close location to areas that house the main target
demographic of under-privileged students. Further, the contact information for Pittsburgh
Citiparks as well as North Hills Community Outreach is provided as they oversee numerous
community centers throughout the city that could be utilized for these workshops. It is also
suggested to work with the managers of these community centers to post flyers advertising the
workshops to help better spread the word about them.
Student Events
Student events should be held during the year where students can learn about college and have
fun at the same time. Donors, sponsors and former students are welcome to attend the events,
help out, donate food, and provide prizes and games. Former students can interact with the
younger students and help explain to them the benefits of a college education. They can also help
to set up the various activities for the students. It is important to have these events to show
students that their education is just as important as having a sense of community with each other.
Showing this to the donors will make them want to become even more involved in PA-CAP in
the future. It will confirm that PA-CAP is something worth giving towards.
The first event will be on February 27. The theme for this event will be “Flashback February”.
The event will include old video games such as Dance Dance Revolution, Guitar Hero, and other
games from various past decades. Contests will be held around the videogames. There will also
be gift card prizes, raffle baskets, and other prizes donated by PA-CAP’s sponsors and donors.
The second event will be held on March 26. The theme for this event will be Trivia Night”.
Games and events will be based around team and single competitor contests where the
contestants will be asked trivia questions about college and popular culture. Prizes will again be
gift cards for various businesses like Starbucks and Chipotle. There will also be raffle baskets
with prizes donated by PA-CAP sponsors and donors.
The third event will be held on October 29. This will be an Autumn/Halloween themed event.
Apple cider, s’mores and other fall treats will be served. Games, music and prizes will all have
an Autumn Theme. Again, there will be gift card prizes and raffle baskets provided by donors
and sponsors.
The last event will be held on November 26 with the theme of “Don’t Forget the Lyrics”. This
will be a team and single competitor competition, with games aimed at memory. The standard
raffle baskets and gift card prizes will be provided by sponsors and donors.
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Sponsors of PA-CAP will be asked to provide food, prizes, and services to the student events.
For example, Giant Eagle can donate cookies to the student events and gift cards to several
restaurants as prizes during the events.
As is the case with the workshops, PA-CAP can garner attention to these events through sending
flyers to target schools and having flyers posted at the locations of these events. At the
workshops, students will be invited to these events. There will be flyers for both the student
events and workshops posted in the schools, libraries, and community centers that PA-CAP has
affiliations with. The flyers will also be published electronically and shared on PA-CAP’s
Facebook and Twitter page, website, and e-blasts. (Attachment T: Student Event Flyer)
