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UndergradPRPortfolioDec2015

This editorial for Spur Magazine discusses the author's reflections on summer and fall in Calgary, remembering the vibrant festivals and community events. It highlights the generosity of Calgarians through donations to The Calgary Foundation that support local charities and community initiatives. The author is optimistic about the future of the city and its continued growth as a cultural hub thanks to engaged citizens and organizations making a difference.

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Undergraduate PR Portfolio Bachelor of Communication–Public Relations Mount Royal University, 2011–2015 emily nachtigall
Table of Contents Published Work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Vital Signs Report Spur Magazine Editorial Rotary Ignites Newsletter Insert The Reflector Magazine, Guest Columnist Internships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 The Calgary Foundation – Communications Intern Backgrounders Donor Letters Event Planning & Evaluation Feature Articles Social Media The Calgary Flames Foundation – Coordinator Intern News Releases Grant Letter NHL Foundation Award Nomination Letter Bachelor of Communication – Public Relations . . . . . . . . . . . . . . . . . 3 Communications Plans Event Plan News Releases Graphic Design Undergraduate Thesis Poster Earls Restaurant – Marketing Manager . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Social Media Graphic Design
Executive Summary The following undergraduate portfolio is a representation of the skills I have gained pursuing my Bachelor of Communication in Public Relations from Mount Royal University, work as the in-store marketing and social media coordinator at Earls Restaurant, my two internships with the Calgary Foundation and the charitable arm of the Calgary Flames Hockey Club, the Flames Foundation for Life. This portfolio is divided into four parts: published work, pieces of work from my internships, work I have produced for public relations classes and social media samples from my previous role at Earls Restaurant. The second part of this portfolio highlights my internships with the Calgary Foundation as the organization’s communications intern and my role as the coordinator intern for community investment and charitable foundations for the Calgary Flames Hockey Club. These experiences allowed me to grow my skills immensely in the areas of publication writing, social media, event planning, high-level editing and media relations that are illustrated in the following pages. The third section of this portfolio presents finished products from three years of public relations studies at Mount Royal University. Through my education I have gained skills in writing press releases, feature articles, and comprehensive communication plans. A variety of project samples that were completed for class assignments are present, including a social media strategy created for Pacekids Society that is being used today by the organization and a volunteer and recruitment strategy for the Literacy for Life Foundation, also being utilized today. The last section contains a poster that summarizes my undergraduate thesis on community investment in professional sports. The fourth section of my portfolio showcases the marketing work I have done as the in-store marketing and social media manager at Earls 16th Avenue, including screenshots of social media work and graphic design examples that I have produced using InDesign. This section is a small representation of my marketing skills through the Earls 16th Avenue Facebook, Instagram, and Twitter pages. I was solely responsible for each of these corporate social media accounts and routinely create with innovative content. The“graphic design”section illustrates two posters created with Adobe InDesign as visual marketing collateral for the restaurant. This portfolio embodies my experiences throughout my undergraduate career, my internships and the specialized communications skills I have gained along the way. I am passionate about the public relations industry and look forward to gaining new knowledge in the field and contributing my abilities to communications efforts.
Published Work Vital Signs Report Biographies Fall 2014 Spur Magazine Editorial The Reflector, Guest Columnist Rotary Club of Calgary Newsletter Insert
Project Background The Vital Signs report is a citizen survey conducted annually by The Calgary Foundation that assigns grades to seven areas critical to quality of life in Calgary – living standards, populations, environment, education, arts, citizen engagement and wellness. Published as an insert in the Calgary Herald in October, the survey measures the overall vitality of the city, indicates current and emerging issues in the community and profiles nonprofit organizations that are striving to make a difference. The report reaches over 70,000 Calgarians through the Calgary Herald. Partners To produce and publish the report The Foundation partners with a research firm, The Praxis Group, to administer the survey and to collect, synthesize and determine common themes to be published in the report. An external research consultant is also hired to identify common trends and current statistics such as poverty, housing and safety. Juice creative inc. is the creative partner for the survey that produces and publishes the report. My Role For the Vital Signs report I was involved in research synthesis, editing and writing. My main role for this project was acting as the communications liaison for the Vital Signs photo shoot on August 5 – coordinating and confirming representatives from seven different charities to attend, creating call sheets and helping run the photo shoot in collaboration with my supervisor and Juice creative. I wrote and drafted descriptive pieces to be used in the report profiling each charity and assisted in the editing of other written materials. I prepared research documents for each team meeting to narrow down statistics and figures to be used in the report. I also played a large role in promoting the Vital Signs survey on Twitter, where I engaged many citizens, local nonprofit organizations and influencial Twitter personalities like Mayor Nenshi to retweet and spread the word. I also created a model release form to gain consent from all photoshoot participants for legal reasons. Published Work Calgary’s 2014 Vital Signs Report, The Calgary Foundation
Published Work Calgary’s 2014 Vital Signs Report, The Calgary Foundation
3 THINGS TO CELEBRATE 1 High standard of living and average income 2 Abundance of opportunity 3 Support systems are available to improve financial well-being 3 THINGS TO IMPROVE 1 Income disparity between highest and lowest income brackets 2 Affordable housing options 3 Services that support transition from poverty to workforce STORY INTRO HERE Eloise Kenny of The Calgary Food Bank xxx Vital SignS Citizen SurVey yearly gradeS: B+ B B B+ B 2010 2011 2012 2013 2014 LivingStandards After suffering multiple strokes, that left him partially paralyzed, Carl Taylor struggled to find an accessible and affordable place to live. Accessible Housing’s Foundation Place residence gave Carl a safe place to call home and a sense of belonging. Carl is grateful for the compassion and care he receives and is proud of the independence he has achieved. For over 40 years, Accessible Housing has assisted Calgarians living in vulnerable positions. In their belief that everyone deserves a home, they plan to assist 180 Calgarians attain accessible housing in the next year. ahscalgary.ca Living Standards Accessible Housing Society STORY INTRO HERE Name Here of Company Name quatus ditatiscia quunda con cum recaestrum fugit utempossimus exeria etur? Hillaborum aut quiaspe raecae periorionse nonse provitias molo exerum harum, iumquat debitat uritatem quodipis et laccus re veritia inullat ibusam ipitassinus alic te enis nonsequias ex explam id ut estrum iust, 3 THINGS TO CELEBRATE 1 High standard of living and average income 2 Abundance of opportunity 3 Support systems are available to improve financial well-being 3 THINGS TO IMPROVE 1 Income disparity between highest and lowest income brackets 2 Affordable housing options 3 Services that support transition from poverty to workforce Vital SignS Citizen SurVey yearly gradeS: B+ B B B+ B 2010 2011 2012 2013 2014 Thriving Populations Thriving Populations Jewish Family Service Calgary After immigrating to Calgary from Israel 12 years ago, Raisa Goyham felt lost and frightened. Through their Older Adult Services program, Jewish Family Services Calgary provided Raisa with housing that helped her transition into the Calgary and Jewish communities where she now volunteers with many Jewish associations. Raisa is thankful for the support services that have allowed her to be active in her community. Jewish Family Services creates a place for seniors to feel supported and valued in by offering programs that promote healthy aging and self-sufficiency. jfsc.org STORY INTRO HERE Connor Smith rempore rrovid Calgary Arts Department cupiduciis nam reperio restrum explaccum nes estis aut idest vellati doluptatias aut volut ad et volore que la essinihit maios del ipsam, quid ea doluptatem quam sus ad quam, imet faceper natur, et aut vendita tatesto omnis. Conet landamusam rempore rrovid estio te eos et ut molecta cupiduciis nam reperio restrum explaccum nes estis aut idest vellati doluptatias aut volut ad et volore que. 3 THINGS TO CELEBRATE 1 High standard of living and average income 2 Abundance of opportunity 3 Support systems are available to improve financial well-being 3 THINGS TO IMPROVE 1 Income disparity between highest and lowest income brackets 2 Affordable housing options 3 Services that support transition from poverty to workforce Vital SignS Citizen SurVey yearly gradeS: B+ B B B+ B 2010 2011 2012 2013 2014 Community Connections Growing up in Guyana, Abbas Mancey was always aware of the male-dominant society which helped shape his belief in the equality of men and women. As a member of the volunteer-lead group Men Action Network Calfary, Abbas is passionate about helping men and boys understand the significant role they play to prevent domestic violence. Through presentations and hosting of community events, the group reflects an ethno-cultural range of members committed to promoting non-violence as a legacy for future generations. mancalgary.weebly.com Community Connections Men Action Network Calgary Published Work Calgary’s 2014 Vital Signs Report, The Calgary Foundation
Published Work Calgary’s 2014 Vital Signs Report, The Calgary Foundation STORY INTRO HERE Eloise Kenny of The Calgary Food Bank quatus ditatiscia quunda con cum recaestrum fugit utempossimus exeria etur? Hillaborum aut quiaspe raecae periorionse nonse provitias molo exerum harum, iumquat debitat uritatem quodipis et laccus re veritia inullat ibusam ipitassinus alic te enis nonsequias ex explam id ut estrum iust, officiet eos eos eos veliqua tumenda ndipsum laborep raeceaq uiatio. Inverori conet maxim isit accae laut voloritas.. ulparit verchilis sim ut doloremporem doluptur, nonsequ untion nisto blab iducia. 3 THINGS TO CELEBRATE 1 High standard of living and average income 2 Abundance of opportunity 3 Support systems are available to improve financial well-being 3 THINGS TO IMPROVE 1 Income disparity between highest and lowest income brackets 2 Affordable housing options 3 Services that support transition from poverty to workforce Vital SignS Citizen SurVey yearly gradeS: B+ B B B+ B 2010 2011 2012 2013 2014 Wellness Wellness Wellspring Calgary After losing her father to cancer, Patti Morris helped create Wellspring Calgary. As Executive Director, Patti and her team provide a unique home environment that offers a holistic approach to those dealing with cancer. Since 2007, Wellspring helps individuals, families and friends coping with a cancer diagnosis through innovative non-medical therapy including cancer survivor peer support, yoga meditative sessions and financial counseling services. wellspringcalgary.com 3 THINGS TO CELEBRATE 1 High standard of living and average income 2 Abundance of opportunity 3 Support systems are available to improve financial well-being 3 THINGS TO IMPROVE 1 Income disparity between highest and lowest income brackets 2 Affordable housing options 3 Services that support transition from poverty to workforce STORY INTRO HERE Connor Smith rempore rrovid Calgary Arts Department cupiduciis nam reperio restrum explaccum nes estis aut idest vellati doluptatias aut volut ad et volore que la essinihit maios del ipsam, quid ea doluptatem quam sus ad quam, imet faceper natur, et aut vendita tatesto omnis. Conet landamusam rempore rrovid estio te eos et ut molecta cupiduciis nam reperio restrum explaccum nes estis aut idest vellati doluptatias aut volut ad et volore que. Vital SignS Citizen SurVey yearly gradeS: B+ B B B+ B 2010 2011 2012 2013 2014 LifelongLearning Lifelong Learning Calgary Reads John Kelly is an avid young laugher, learner and leader at Calgary Reads. At just four years old, John is already practicing his reading at preschool and at home with his parents. Knowing that the first five years are crucial to a child’s brain development, Calgary Reads equips parents withthetoolstheyneedtogrowsuccessfulreaders.Tosupportchildren in developing a passion for reading, Calgary Reads understands that parentsplayalargeroleinhelpingchildrenlearntoreadandreadtolearn. calgaryreads.com Environment STORY INTRO HERE Name Here of Company Name quatus ditatiscia quunda con cum recaestrum fugit utempossimus exeria etur? Hillaborum aut quiaspe raecae periorionse nonse provitias molo exerum harum, iumquat debitat uritatem quodipis et laccus re veritia inullat ibusam ipitassinus alic te enis nonsequias ex explam id ut estrum iust, 12% 30% 82% SIMAXIMAGNIS 1,268 UDAERUMQUO 1,100 EVEL SUS DOLORPO 800 ILLACCUM NATEN 600 QUID MAXIMUS 1,117 Sustainability Vital SignS Citizen SurVey yearly gradeS: B+ B B B+ B 2010 2011 2012 2013 2014 Environment Ghost River Rediscovery Society As a young camper at Ghost River Rediscovery’s youth camps, William Kahnapace showed great potential as a mentor. Now a youth volunteer for the organization, William shares his passion for the outdoors through cultural outdoor education and Aboriginal teachings to younger campers. From educational hikes to traditional Aboriginal teachings, campers learn about nature. By sharing the wisdom of elders in the community, Ghost River Rediscovery helps youth connect with natureandrediscovertheimportanceofconservingtheenvironment. ghostriverrediscovery.com
Published Work Calgary’s 2014 Vital Signs Report, The Calgary Foundation InvestYYC.com GRASSROOTS INSPIRED GRANTS 7,000PEOPLE 23,000VOTES 167PROJECTS 1,200GRANTS 153ART ORGANIZATIONS 7,912EVENTS 2.3MATTENDED Vital SignS Citizen SurVey yearly gradeS: C B B B+ B 2010 2011 2012 2013 2014 Arts Haysam Kadri is a director, fight choreographer, university theatre instructor and classically trained actor. As Artistic Producer of The Shakespeare Company, Haysam creates inventive performances that make Shakespeare entertaining and accessible to all Calgarians. Plays like Othello and As You Like It are performed with culturally relevant themes in a way that engage a younger audience in the art of Shakespeare. Through a range of outreach programs that focus on the classics, Haysam nurtures and cultivates the talents of emerging artists by offering performances, workshops and classes. shakespearecompany.com Arts Shakespeare Company
Published Work Fall 2014 Spur Magazine Issue Editorial, The Calgary Foundation As  I  reflect  on  summer  and  fall  this  year  in  the  city,  I  remember  the  vibrant  festivals  and  all  the   citizens  hitting  the  street  to  join  in  the  fun.  These  past  months  have  been  such  a  great  example  of  what  it   means  to  come  together  as  a  community.  That  is  the  encompassing  purpose  of  The  Calgary  Foundation  –   a  gathering  place  for  community  connections  to  grow.   The  Calgary  Foundation  is  a  collection  of  thousands  of  unique  people  and  organizations  who   share  the  vision  of  a  vibrant,  healthy  city.  The  following  pages  take  a  look  at  these  individuals,   organizations  and  groups  of  thoughtful  citizens  taking  leadership  to  make  that  vision  happen.  Throughout   this  issue  you  will  see  local  business  owners  who  generously  gave  to  The  Foundation’s  Flood  Fund,   profiled  in  the  “Next  Generation”  section.  Inspiring  stories  of  The  Foundation’s  donors,  volunteers  and   board  members  that  all  strive  to  enrich  our  city  and  the  surrounding  areas  in  unique  ways.  We  are   privileged  at  The  Foundation  to  have  board  members  like  Walter  Hossli  –  former  executive  director  of   Momentum  and  long-­‐standing  donors  and  inspirational  leaders  like  Lou  MacEachern.   We  are  always  looking  for  opportunities  to  discuss  bold,  innovative  ways  to  move  forward  in   addressing  the  emerging  needs  of  our  community.  In  this  issue  you  will  find  organizations  doing  just  that   –  engaging  in  social  enterprise  as  a  new  and  innovative  form  of  fund-­‐raising.  These  stories  of  cutting  edge   philanthropy  include  organizations  like  Kids  Cancer  Care  Foundation  of  Alberta  and  Camp  Kindle  that  the   organization  publically  rents,  helping  fund  the  organization.  The  Calgary  Progressive  Lifestyles  Foundation   launched  their  Cookies  on  the  Go  program,  a  bakery  that  employs  clients  and  helps  fund  their  unique   programs  empowering  adults  with  disabilities.     Supporting  influential  projects,  groups  and  people  is  what  we’re  all  about  at  The  Calgary   Foundation  –  captured  through  unique  stories  of  impact  in  this  fourth  issue  of  Spur.  As  this  memorable   summer  comes  to  an  end  I  am  excited  to  see  the  great  people  of  our  city  inspire  change  and  remarkable   projects  set  in  motion.   I  hope  you  enjoy  the  fourth  issue  of  Spur  magazine  and  find  the  stories  of  the  people  and   organizations  that  make  our  city  a  better  place  as  inspiring  as  I  do.  The  Calgary  Foundation  impacts  every   corner  of  our  city  and  surrounding  areas.  As  always,  we’d  love  to  hear  from  you;  email  us  at   info@thecalgaryfoundation.org,  or  call  403-­‐802-­‐7700.     Eva  Friesen     President    &  CEO    
MRU graduate returns to receive award October 5, 2012 Emily Nachtigall Guest Columnist On Sept. 20, I, along with other students, faculty and staff, got the honour of hearing Colleen Abdoulah speak about her time at Mount Royal and her life journeys that have made her a successful business woman and inspiring role model. Abdoulah is the CEO of a major cable company called Wide Open West (WOW) and the only female CEO to lead a top five-cable company. She was in town to receive a Lifetime Distinguished Achievement Award at MRU’s annual Legacy Awards. She is an inspirational speaker and storyteller who keeps you hanging on to her every word. Instead of the traditional dry speech followed by questions from the audience, Abdoulah had us howling in our chairs as she told us her adventures from growing up in small town Saskatchewan to how she has become an accomplished business woman. She explained how having a passion ignites your road to success, even if you have to try out a few different projects along the way to find it. “You might not find your passion right away, but you will find it eventually,”she said. Abdoulah channels her passion into both her career and charitable causes that are close to her heart. Working for her family’s restaurant, Abdoulah said she learned how to work hard from a young age. Abdoulah was then promoted to the project manager for the grand opening of Calaway Park after telling the CEO of the company how she would run the campaign in a board meeting in front of the whole company. “I guess I struggle with boundaries,”she joked while telling the story,“I’ve since seen a therapist.” The company’s manager gave her the job on the spot despite her young age and lack of experience due to her passion and drive for the theme park. Abdoulah also channels her passion into helping others whenever she can, donating thirty per cent of her own income annually to charity. Helping others who are less fortunate is a value she said her family modeled for her and one she holds on to today. At a relatively young age, Abdoulah moved to the states to pursue her career path. Although she has since resided in the states, adopting a daughter who she has raised there, she still considers herself a Canadian at heart. “It is part of me, my soul,”Abdoulah said.“I love the Canadian people, my family history and the memories, the beauty of the country, the pace and size of the population. I try to get back at least once a year.” When asked what advice she would give to Mount Royal students, she replied that students should take any opportunity you can get in the workforce, and to have faith in yourself in the process. “It is all about enjoying the moment you are in; being good to others no matter what, because life is short and things can be circular,”she said. “What you give comes back to you. I believe that. I have learned we are not what we do – we are much more than that. We cannot lose ourselves in our work.” The Reflector, Mount Royal University - Feature Article Published Work
Published Work The Reflector, Mount Royal University - Feature Article
The Rotary Club of Calgary - Newsletter Insert Published Work Rotary   Ignites     The   Rotary   Club   of   Calgary   has   an   incredible   story   to   share  with  Calgarians.     We  want  to  tell  it  in  a   way  that  reflects  what   Rotary   stands   for,   how   we’re   different   and  why  it  matters  to   inspire   current   and   potential   members   to   enjoy   another   100   years   of   fellowship   and  service.                     What   In  2011,  Rotary  International  embarked  on  a  multiyear  initiative  to   strengthen   the   Rotary   image   to   motivate,   engage,   and   inspire   current  and  prospective  members,  donors,  partners  and  staff.     Following   in   Rotary   International’s   footsteps,   The   Rotary   Club   of   Calgary,   Downtown   Club   has   launched   Rotary   Ignites   to   tell   our   story   in   a   compelling   way   that   positions   the   club   as   the   top   service  club  in  Calgary  that  inspires  membership  and  confidence   from  the  community.   Why   According  to  the  2014  membership  statistics  report,  membership   numbers   have   dropped   by   49   members   since   2011.     And   demographics  reveal  that  almost  half  of  members  are  over  65  and   have   served   for   over   20   years.   Rotary   Ignites   will   provide   a   strategy  to  engage,  retain  and  recruit  members  to  the  club.   Who   A  committee  of  experienced  Rotarians  from  the  Downtown  Club   chaired  by  Paul  McIntyre  Royston,  communications  director,  will   determine  the  best  firm  to  help  the  club  implement  Rotary  Ignites.     How     Three   local   firms   have   been   chosen   to   present   to   the   Rotary   Ignites   committee   based   on   their   extensive   marketing   and   communications   experience   with   clients   working   for   both   the   corporate  and  non-­‐profit  sectors.     When   By   the   end   of   May   the   Rotary   Ignites   committee   will   submit   a   recommendation  to  the  board  for  final  approval.   “Service   Above Self”  
The Calgary Foundation Backgrounders Donor Letters Event Planning Feature Articles Social Media Communications Intern
Nature Conservancy of Canada Contact Title Larry Simpson Associate Regional Vice President, Alberta Phone Email 403 617 1253 larry.simpson@natureconservatory.ca Website www.natureconservancy.ca Current Projects The Waldron Conservation Project, composed primarily of native habitat, is an area of incredible diversity, rich history and spectacular scenery known as the Cowboy Trail. The project aims to protect the headwaters of critical streams and rivers for the entire Canadian Prairies, which provide water for millions of Canadians and countless wildlife species. History with The Calgary Foundation Received $1,000,000 in March 2014 to help fund the Waldron Project to purchase a conservation easement on the largest block of deeded land located along Highway 22 in the eastern slopes of Southern Alberta. Vision The Nature Conservancy of Canada (NCC) protects areas of natural diversity for their intrinsic value and for the benefit of our children and those after them. (www.natureconservancy.ca) Mission The Nature Conservancy of Canada will lead, innovate and use creativity in the conservation of Canada's natural heritage. We will secure important natural areas through their purchase, donation or other mechanisms, and then manage these properties for the long term. (www.natureconservancy.ca) History Founded in the early 1960s, Nature Conservancy of Canada started was formed by a small group of individuals who launched a program to take direct, private action to protect natural spaces and promote conservation. (www.natureconservancy.ca) Fall 2014 Spur Magazine - Backgrounders for Redpoint Media The Calgary Foundation
Fall 2014 Spur Magazine - Backgrounders for Redpoint Media The Calgary Foundation Western Sky Land Trust Contact Title Ellen Magidson Outreach Coordinator Phone Email 403 268 4825 emagidson@westernskylandtrust.ca Website www.westernskylandtrust.ca Current Projects The Bow and Beyond Initiative was created in 2010 as an ongoing signature program to conserve the Bow River by contacting every landowner along the river from Calgary to Siksika First Nations Reserve. Now in the second phase, the Bow and Beyond Initiative is reaching out to landowners upstream of Calgary. History with The Calgary Foundation Western Sky Land Trust has received grants in the past and has just recently gone through our Spring 2014 community grants cycle. Vision Western Sky’s vision is to achieve a significant and measurable conservation impact in Southern Alberta. (www.westernskylandtrust.ca) Mission Western Sky’s mission is to conserve open and natural landscapes that have important natural, agricultural, scenic, recreational and heritage values. (www.westernskylandtrust.ca) History Western Sky was created in the fall of 2004 at the request of Calgary region landowners and the general public who were concerned about the rate at which treasured landscapes were being lost. Forming an alliance with these landowners, and like-mind conservation organizations, private citizens, government and corporate partners, Western Sky began to conserve open space and natural areas in southern Alberta, particularly within the Calgary region. (www.westernskylandtrust.ca)
Fall 2014 Spur Magazine - Backgrounders for Redpoint Media The Calgary Foundation Glenbow Ranch Park Foundation Contact Title Susan de Caen Executive Director Phone Email 403 829 7362 susan.decaen@grpf.ca Website www.grpf.ca Current Projects Glenbow Ranch Park Foundation is throwing its annual Run at the Ranch on July 19 as part of the organization’s Parks Day celebrations. Through a partnership between 5 Peaks Adventures, Glenbow Ranch Park Foundation (GRPF), and the Rotary Club of Cochrane, the run is returning in a different format. The Riversong Run at the Ranch will be part of the 5 Peaks trail running series and will offer running distances for everyone. History with The Calgary Foundation Glenbow Ranch Park Foundation has received grants from The Calgary Foundation in the past. Vision Our Vision is Glenbow Ranch Provincial Park as a gem of green space integrated with and protected from urban development, supported by strong community ties and volunteer commitment and enhanced by good practices of environmental and cultural stewardship; and a place where children and adults can learn about Alberta’s dynamic ecosystems and rich cultural past. Our values of community, environment and education guide our actions. (www.grpf.ca) Mission To make Glenbow Ranch Provincial Park a great North American urban park. The design and construction of pathways and features, volunteer coordination, and educational program delivery will ensure full integration with the surrounding lands and people, and the protection of this great legacy. (www.grpf.ca) History The Glenbow Ranch Park Foundation was established in 2008 as a partner in the development of Glenbow Ranch Provincial Park with the Alberta Government. The Harvie Family, whose generous donation helped establish Glenbow Ranch Provincial Park, and our Foundation C.E.O. Andy Crooks are co-leading the development of this great legacy. (www.grpf.ca)
Donor Letters
May 2014 Fund Statement Cover Letter The Calgary Foundation! Dear%Friend%of%The%Foundation,% % Enclosed)is)your)fund)statement)to)March)31,)2014.))% Your%generosity%along%with%support%from%our%donors,%partners,%community%organizations%and%volunteers% contributed%to%another%successful%year%for%The%Calgary%Foundation%in%helping%Calgarians%build%a%strong% and%resilient%community.% ) Year<End)Unaudited)Results)for)April)1,)2013)–)March)31,)2014) $46.5)million%in%new%gifts% $34.9)million%granted%to%758)charitable)organizations) 52)new)Funds) $739.6)million%asset%base% Primary%endowment%portfolio%@%10%year%return%of%X%%(benchmark)X%)% % 2013% marked% a% unique% year% for% The% Calgary% Foundation% in% the% wake% of% the% Southern% Alberta% floods% last% June.% With% your% help,% The% Foundation% established% the% Flood%Rebuilding%Fund%to%support% long@term% recovery% efforts% in% the% province’s%hardest%hit%areas.%As%a% Fundholder,% your% confidence% and% continued% support% allowed% The% Foundation%to%grow%this%Fund%and% serve% the% needs% of% the% community.% % Thanks% to% your% generosity% we% have% received% an% astounding% $9) million)in)donations%which%have%supported%over%90)local)charities%with%$6.2)million)in)grants.%The%Flood% Rebuilding% Fund% continues% to% support% initiatives% that% strengthen% community% spirit,% rebuild% gathering% places% and% enhance% resiliency.% The% Fund% is% accepting% applications% on% an% ongoing% basis% through% our% website.% % The%Foundation%is%committed%to%going%green%and%encourages%you%to%use%our%online%Fund%management% program%DonorCentral.%Please%find%enclosed%a%post%card%with%details%on%how%to%sign%up%for%DonorCentral% and%have%access%to%your%Fund%at%any%time.% % Thank%you%again%for%your%commitment%to%supporting%the%Calgary%community.%I%invite%you%to%contact% me%directly%with%any%questions%at%(403)%802@7705%or%efriesen@thecalgaryfoundation.org.% % Sincerely,%% % Eva)Friesen)) President%%&%CEO% %
! Dear%Friend%of%the%Foundation,% ! This past year was marked by tremendous generosity as The Calgary Foundation and local donors worked together to support our community in the wake of the Southern Alberta floods. Thanks to your contributions along with the help of over 2,800 other donors, The Calgary Foundation’s Flood Rebuilding Fund was able to aid long-term recovery efforts in some of the province’s hardest hit areas. The Fund continues to offer support for programs that restore community spirit, rebuild public places and enhance civic resiliency. The Fund is accepting applications on an ongoing basis. Your generosity has had a lasting positive impact on our communities. We thank you for your commitment and continued support of The Calgary Foundation. I invite you to contact me directly with any questions at (403) 802-7705 or efriesen@thecalgaryfoundation.org. Sincerely, Eva Friesen, President & CEO To see a full list of the charities that your donations supported, visit our website and download the full Flood Rebuilding Fund document or if you would like a copy mailed to you please contact XXXXXXXXXXXX at (403) 802 – XXXX. ! The Calgary and area community rallied and the generosity has been inspiring. The Foundation received an astounding $9 million in donations to the Flood Fund, which has resulted in $6.2 million in grants supporting over 90 local charitable organizations. ! Floor Rebuilding Fund letter to Donors The Calgary Foundation
Event Planning & Evaluation
Community Knowledge Centre The Calgary Foundation recently launched a website called the Community Knowledge Centre (CKC) – an online portal that showcases local charity profiles to inform, inspire and connect citizens, donors, media and policy makers to the needs in the community. All local registered charitable organizations are welcome to create a profile on the CKC website and to attend a story telling workshop free of charge. The Calgary Foundation hosts specialized story-telling workshops to help organizations tell their stories in an authentic and inspiring way. Event Planning, Outreach & Recruitment Throughout my internship I had the ongoing responsibility of organizing past workshop rsvp lists for The Foundation’s records and handling the workshop registration for the September 23 workshop on the event website, Eventbrite. I also worked on an outreach and recruitment project to encourage more local charities to attend the upcoming workshop which required continuous cross-referencing of previous rsvp lists while engaging new audiences. This project has included utilizing The Foundation’s various granting contact lists and sending email invitations to the upcoming workshop. Workshop Advisor I acted as a workshop advisor at the May 29 workshop, helping local charity representatives better tell their organizations’stories through writing exercises and editing. Research & Evaluation Research of the effectiveness of the CKC workshops was also a part of my role. I compiled survey responses given to participants after the May 29 workshop, picking out common themes and the percentage of respondents who thought the workshop was helpful. I combined social media feedback into this piece along with the numerical values of how many people attended and signed up for CKC following the workshop. Community Knowledge Center Event Planning & Evaluation The Calgary Foundation
Community Knowledge Center Event Planning &Evaluation The Calgary Foundation
Community Knowledge Center Event Planning & Evaluation The Calgary Foundation
Feature Articles
As Co-Chair of the Silver Springs Botanical Garden project, Duncan and his team recently added a new addition, the Labyrinth Garden - which has over a kilometre of pathways, arbours, garden beds and planters for the entire community to enjoy. The Botanical Garden and the Labyrinth Garden have become famous within city limits, with visitors from all over to see Calgary’s largest ornamental garden complex. As a community leader, Duncan is a true example of how an inspirational idea and hard work can result in a beautiful space that the entire community can use. Silver Springs Botanical Garden Duncan Badger Website Feature Articles - Canadian Local Hero Feature The Calgary Foundation Tweet by Community Foundations of Canada:
Website Feature Articles - Canadian Local Hero Feature The Calgary Foundation Currently working as the communications advisor at the University of Calgary, Julie spends her free time volunteering with a variety of nonprofit community organizations. She is actively involved with Honens, TEDxYYC, Aboriginal Awareness Week Calgary and The Calgary Foundation’s Jane’s Walk. As an instigator and facilitator of the Confluence Jane’s Walk, Julie engaged a team of artists, poets, storytellers, youth, monks and yogis to design an exploratory walk experience along Calgary’s Bow River. Walk participants were led through participatory art installations and collabora- tions on the theme of 'confluence' over the duration of the two-hour walk. Julie is an inspiring example of community leadership by contributing her creativity and passion to important community projects within Calgary at any chance she gets. Jane’s Walk Leader Julie Phillips
Working at the Calgary Dream Centre as the organization’s corporate development manager, Christopher gives back to the Calgary community by helping transform the lives of men facing addiction and other life obstacles. The Calgary Dream Centre provides recovery programs, life skill training and other supportive services to help integrate disadvantaged men back into their communities. In the wake of the Southern Alberta floods last June, Christopher stepped up as a community hero by facilitating $55,000 in donations that the Calgary Dream Centre received directly to individuals displaced by the flood on the Siksika reserve, Calgary and High River. The Calgary Dream Centre quickly became a gathering place for volunteers, where Christopher and his team connected over 1,000 volunteers to help clear debris for thousands of Calgarians impacted by the disaster. Christopher is a true example of how the contributions of passion and generosity have lasting positive impacts on Canadian communities. Website Feature Articles - Canadian Local Hero Feature The Calgary Foundation Calgary Dream Centre Christopher Primeau
Social Media Twitter Facebook LinkedIn
Social Media One of my main roles during my internship was social media management of The Foundation’s Twitter, Facebook and LinkedIn accounts. I was responsible for generating content, researching nonprofit news and engaging with The Foundation’s followers on a daily basis. Key messaging was a large role in managing the social media platforms by constructing tweets for The Foundations different audiences including donors, media, citizens, partners and grant recipients. Social media is a voice for The Foundation to engage with their publics and a way to be viewed as a thought leader in the philanthropic community. Twitter Used to engage in two-way conversations with key publics including media, thought leaders and citizens. Facebook Used for longer key messages including news articles, reports, and updates on The Foundation’s initiatives. LinkedIn LinkedIn was created in late July, 2014 as an outlet for The Foundation to attract future employees and connect to a larger audience. The Calgary Foundation Social Media Management
www.facebook.com/TheCalgaryFoundation Twitter
May 2014 www.twitter.com/CalgFoundation
Twitter
www.twitter.com/CalgFoundation June 2014
July 2014 www.twitter.com/CalgFoundation
Facebook
www.facebook.com/TheCalgaryFoundation May 2014
June 2014 www.facebook.com/TheCalgaryFoundation
July 2014 Continued www.facebook.com/TheCalgaryFoundation
LinkedIn
www.linkedin.com/the-calgary-foundation
Calgary Flames Foundation News Releases Grant Letters NHL Foundation Award Letter Coordinator Intern
News Releases
34th Annual Calgary Flames vs. Townsend Tigers Wheelchair Hockey Game For Immediate Release Friday, November 14, 2014 Calgary, AB - In their 34th attempt to defeat the mighty Townsend Tigers of the Alberta Children’s Hospital, the Calgary Flames are hoping to edge their way to their first victory in the annual wheelchair hockey game on Monday, November 17th, 2014. The media are invited to attend the wheelchair hockey game which will take place on the lower level of the Alberta Children’s Hospital in the Ed Whalen Memorial Gym. Who: Calgary Flames vs The Townsend Tigers What: 34th Annual Flames vs. Townsend Tigers Wheelchair Hockey Game When: Monday, November 17th, 2014 Time: 1:40 p.m. (2nd period of game) Where: Alberta Children’s Hospital 2888 Shaganappi Trail NW Ed Whalen Memorial Gym Please park in the Visitors Parkade. Take main elevators by the cafeteria down to LL. Turn left and go to the end of the hallway. Turn left again at the Gordon Townsend School. Alberta Children’s Hospital Foundation staff will guide you to the Ed Whalen Memorial Gym. The Flames versus Tigers tradition began in 1981 and despite their defeats in the gym, the Flames are still winners at the Alberta Children’s Hospital. The Flames Foundation for Life and the Rotary Clubs of Calgary teamed up to donate $2.5 million to help build Alberta’s first hospice facility for children. Right next door to the Alberta Children’s Hospital, Rotary/Flames House helps families who are in need of respite and palliative care. IMPORTANT NOTES: · The game will consist of two short periods. For patient privacy/security reasons, no video recording or pictures will be permitted during the first period of the game. Your cooperation is appreciated. · This is a private event. We would appreciate it if you could please refrain from releasing info to the public until after the game concludes. For more information contact: Peter Hanlon Sarah Hood Vice-President, Communications Community Relations Coordinator (403) 777-3684 (403) 571-9711 phanlon@calgaryflames.com shood@calgaryflames.com     -30- www.calgaryflames.com
CALGARY FLAMES IGNITED IN THE COMMUNITY For Immediate Release Wednesday, November 19th Calgary, AB - The Calgary Flames are committed both on and off the ice. Through the following programs and events, Flames players give back in support of the community this season. • TJ Brodie has aligned with Cystic Fibrosis Canada for his program, TJ Brodie – Skate in Strides. Custom skate guards created by Brodie are sold for $20 at Fanattic stores. • Matt Stajan is the Flames Ambassador for the Alberta Children’s Hospital this season, where he volunteers with his wife Katie and personally donates a set of season’s tickets to be given to hospital patients, families and volunteers. This season, the Stajans have created the Emerson Stajan Foundation in memory of their son, which benefits the NICU at the Foothills Hospital and the Alberta Children’s Hospital. • Mikael Backlund has aligned with the ALS Society of Alberta, an organization that he and his girlfriend are passionate for. Backlund will act as a spokesperson for the organization, attend events and promote the ALS Society’s cause. • KPMG donates $100 per point accumulated by both Backlund and Stajan to The ALS Society of Alberta and The Emerson Stajan Foundation – a total of $300 directed to each charity for each point earned. • Curtis Glencross hosted the third annual Glencross Invitational Charity Roughstock Event in Red Deer, Alberta this August. Glencross, along with his family and friends organize all aspects of the event and have raised over $750,000 since the first event. • Mark Giordano and his wife Lauren have created a new initiative to kick off the season - the Team Gio Project. This project chooses three Calgary schools over the next three years to be funded by the Giordano’s and matched by the Flames Foundation for Life. • Joe Colborne recently created Colborne’s Forces Presented by Packer’s Plus – a program that donates a pair of season’s tickets to a member of the Canadian Armed Forces. The Flames Foundation for Life matches each player’s donations up to $25,000. Through various initiatives, the Calgary Flames Hockey Club and its charitable arm; the Flames Foundation for Life, continue to touch the lives of thousands of people through its commitment to education, medical research, health, amateur sports and recreation. Beyond the above personal commitments, all Flames players continue to be actively involved in team fundraisers and community programs such as Pond Hockey by Enmax Energy, Flames Fest, Flames Celebrity Charity Golf Classic, Flames Ambassador Celebrity Charity Poker Tournament, Reading…Give it a Shot literacy program and many more community appearances through the Flames Foundation for Life and Community Relations programming. -30- For information contact: Peter Hanlon Sarah Hood Vice-President, Communications Coordinator, Community Relations (403) 777-3684 (403) 571-9711
FLAMES BETTER HALVES KICK OFF HOLIDAY INITIATIVES For Immediate Release Friday, November 21 Calgary, AB – On December 2 and 6, the Flames Better Halves – the significant others of the Flames – will host two holiday fundraising initiatives through the Flames Foundation for Life benefitting The Shoebox Project and the Sheldon Kennedy Child Advocacy Centre. At the December 2 game against the Arizona Coyotes, Flames fans are asked to bring an unwrapped shoebox filled with women’s personal necessities such as perfume, gift cards and lotion to be donated through The Shoebox Project. These shoeboxes will help to make a difference in the lives of women seeking a safe haven at the Calgary YMCA this holiday season. The Flames Better Halves will be collecting shoeboxes on the concourse as well as donating shoeboxes of their own. For each fan who donates a shoebox, their name will be entered into a raffle for a chance to win great Calgary Flames prizes. Fans are also encouraged to make a donation to The Shoebox Project which will go towards the future creation of shoeboxes. Find out more at shoeboxproject.com. On December 6, the Flames Better Halves will once again be on the concourse encouraging fans to purchase raffle tickets for holiday wreaths custom-designed by players and their significant others, benefitting the Sheldon Kennedy Child Advocacy Centre. These one-of-a-kind wreaths, decorated with autographs and hockey pucks, can be won at booths on the concourse by purchasing raffle tickets from the Flames Better Halves. Tickets are on sale for one for $20 or three for $50. Proceeds raised will be gifted to the Sheldon Kennedy Child Advocacy Centre which offers hope, help and healing to youth and their families who have experienced child abuse. Find out more at sheldonkennedycac.ca. The Flames Better Halves and the Flames players will make their annual holiday visit to the Alberta Children’s Hospital and will be decorating the Rotary Flames House for the holidays. In addition to their holiday initiatives, the Better Halves give back to the community through volunteer work and an annual fundraiser. For this year’s fundraiser, the Better Halves have come together to host A Night Under the Stars – with Matt and Katie Stajan, where funds will be directed to the Foothills NICU through the Emerson Stajan Foundation. Find out more at flames.nhl.com/club/page.htm?id=101918. - 30 - For information, please contact: Peter Hanlon Sarah Hood Vice President, Communications Community Relations Supervisor (403) 777-3684 (403) 571-9711 phanlon@calgaryflames.com shood@calgaryflames.com www.calgaryflames.com
FLAMES FOUNDATION FOR LIFE ANNOUNCES COMMUNITY SUPPORT OF OVER $2.3 MILLION LAST SEASON Calgary, AB – The Flames Foundation for Life is proud to announce over $2.3 million in donations were distributed last year in support of health and wellness, amateur and grassroots sports and education programs and initiatives. Every season the Flames Foundation for Life support the University of Calgary, Mount Royal University and SAIT hockey programs and award Harley Hotchkiss scholarships. The Foundation makes hockey more accessible through the Flames EvenStrength program with Hockey Calgary, the HEROS program, and supports Calgary’s AJHL and CWHL teams. In addition to these contributions, $103,000 was gifted to support amateur and grassroots sports through the Flames 50-50 program. In response to the 2013 Southern Alberta floods, $1 million was donated to the Canadian Red Cross in support of flood relief and rebuilding efforts. The Foundation’s commitment to amateur and grassroots sports is paired with a long term commitment to health and wellness initiatives, including a $1 million commitment to the Kids Cancer Care Foundation’s Camp Kindle and the Rotary Flames House along with education initiatives such as Flames@School website, the Flames YMCA Grade 6 Membership Program and the Reading…Give it a Shot! literacy program. Along with supporting annual commitments to the above programs, the Flames Foundation for Life issues grants to CRA registered charities in support of health and wellness, amateur and grassroots sports and educational programming. OVER $2.3 Million DISTRIBUTED IN TOTAL IN SUPPORT OF SOUTHERN ALBERTA The Flames Foundation for Life was created over 30 years ago when the Flames were brought to Calgary with the mission of improving the lives of Southern Albertans through support of health and wellness, education and amateur and grassroots programs. -30- For information, please contact: Peter Hanlon Sean Kelso Vice President, Communications Director, Media Relations & Communications (403) 777-3684 (403) 777-1387 phanlon@calgaryflames.com skelso@calgaryflames.com www.calgaryflames.com/foundation
Grant Letter
        May  14,  2015     Grant  Recipient   123  Main  Street  SW   Calgary,  AB     Dear  Ms.  Smith,     As  previously  discussed,  enclosed  is  a  cheque  for  $_______  from  the  Flames  Foundation  for  Life   in  support  of  your  organization.       We  are  proud  supporters  of  your  organization  and  the  work  you  do  help  fund  the  important   programs  that  help  youth  across  Canada.  Thank  you  for  your  ongoing  commitment  to   strengthening  our  community.     The  Flames  Foundation  for  Life  continues  to  touch  the  lives  of  thousands  of  people  through  its   commitment  to  education,  health  and  wellness  and  amateur  sports  and  recreation  in  Southern   Alberta  communities.  For  over  30  years  the  Flames  Foundation  for  Life  has  invested  over  $30   million  back  into  the  community  by  supporting  organizations  like  yours  who  do  such   tremendous  work  to  improve  the  lives  of  Calgarians  and  Southern  Albertans.     Best  Wishes,   Candice  Goudie   Executive  Director,  Charitable  Foundations  |  Community  Investment   Calgary  Sports  and  Entertainment  Group   403-­‐777-­‐3689  |  cgoudie@calgaryflames.com Grant Letter Example Flames Foundation for Life
NHL Foundation Letter
NHL Foundation Letter Nomination of Mark Giordano for 2015 NHL Foundation Award To  Whom  It  May  Concern,     Over  the  past  two  years,  I  have  had  the  privilege  of  working  with  Mark  Giordano.  Mark  has  always  been  an  exceptional   hockey  player,  inspirational  teammate,  and  most  importantly,  an  ambassador  of  his  community.     Mark  is  a  proven  leader  both  on  and  off  the  ice.  Taking  the  Flames  through  a  major  transition  period,  he  has  shown  the   power  of  true  leadership  and  set  the  bar  high  for  the  team’s  community  presence.  Mark  embodies  everything  it  means   to  be  a  community  ambassador  through  the  launch  of  his  own  charitable  program  and  his  continued  involvement  with   the  Flames  charitable  arm,  The  Flames  Foundation  for  Life.     In  the  last  few  years  Mark  has  achieved  greatness  in  his  hockey  career.  He  continues  to  lead  the  team  to  success,  not   only  through  his  guidance,  but  also  through  his  individual  performance.  One  of  the  greatest  aspects  of  Mark’s  character   is  how  dedicated  he  has  remained  to  investing  in  causes  he  believes  in  to  help  strengthen  his  community.     Prior  to  the  2014/15  season,  Mark  and  his  wife  Lauren  created  the  Team  Giordano  program  in  partnership  with  the   Calgary  Board  of  Education  to  mentor,  inspire  and  educate  students  based  on  principles  that  he  believes  are  the  keys  to   success  in  all  walks  of  life.  Donating  funding  to  three  Calgary  schools,  this  program  provides  new  gym  equipment,   computers,  and  a  mentorship  program  ran  by  Mark  and  Lauren  to  be  available  for  all  students.   In  2011,  Mark  launched  the  5-­‐for-­‐5  program  through  Habitat  for  Humanity.  Mark  and  Lauren  act  as  spokespeople  for  the   organization,  and  consistently  donate  funds  that  are  matched  by  the  Flames  Foundation  for  Life.  The  5-­‐for-­‐5  program   aimed  to  build  five  homes  for  Habitat  for  Humanity,  one  in  Calgary,  and  four  in  Africa  and  Asia.       Giordano’s  modest  style  of  leadership  has  acted  as  an  undercurrent  for  the  Calgary  Flames  as  a  whole,  encouraging  each   player  to  contribute  to  the  team  and  to  give  back  to  the  community  they  call  home.  He  is  always  quick  to  credit  his   teammates  for  his  successes  and  to  stress  the  importance  of  teamwork  any  chance  he  gets.     It  is  with  great  pride  that  I  recommend  Mark  for  the  2014/15 NHL  Foundation  Player  Award.  Without  a  doubt,  Mark   consistently  demonstrates  perseverance,  dedication  and  teamwork  required  by  the  game  both  on  the  ice  and  in  his  own   life.  Mark`s  unwavering  commitment  to  his  team,  launch  of  his  own  charitable  program  and  support  of  the  Flames   Foundation  for  Life  all  combine  to  make  him  worthy  of  this  award  as  an  ambassador  of  the  Calgary  community.   Sincerely,       Brian  Burke   President  of  Hockey  Operations     Calgary  Flames  Hockey  Club  
Bachelor of Communication Communications Plans Event Plan News Releases Graphic Design Public Relations Student
Communication Plans
Literacy for Life Foundation Community Service Learning Project, September-December 2014 Strategic Communications Plan Volunteer Recruitment & Attainment COMM 4860 - 001 Lisa Copeland, Alyssa Briggs, Trent Warner, Emily Nachtigall Prepared for: Allison MacKenzieDecember 2014
The following is a strategic communications plan targeted toward the recruitment and retention of volunteers at the Literacy for Life Foundation. Literacy for Life is a non-profit, charitable organization that seeks to improve literacy rates across the M.D. of Foothills. This plan was commissioned to provide an analysis of Literacy for Life’s current communications environment and give insight into what the organization can do to become a leader in volunteerism. Research conducted draws attention to Literacy for Life’s current demographic, environment, communications practice, implications and issues. This has allowed for thoughtful selection of appropriate communications strategies to help successfully manage issues, and achieve goals and objectives. The goals of this strategic plan are to increase volunteer recruitment and retention in the coming year, leading toward a large volunteer database for Literacy For Life’s major 2015 event, the Grate Grown-up Spelling Bee. The strategy and approach used for Literacy for Life’s recruitment and retention campaign provides a solid framework for the specific tactics employed to execute the campaign, and will help to make the campaign successful. Literacy for Life’s recruitment and retention campaign will use both proactive public relations strategies from Smith (2013) and best practices for v olunteer recruitment taken from two award-winning CPRS case studies dealing with volunteer recruitment. Moving forward, this triangulated approach will use specific communications tactics to successfully execute the strategies outlines above. Key messages have been composed and written to appeal to the interests of both potential and current volunteers. These key messages are worded in a way that will resonate with the target audience, and encourage them to participate in this rewarding volunteer experience. These messages have also incorporated the idea of skill-based volunteerism, giving the target audience confidence in the idea that they will be completing work that they are passionate about. After carefully selecting the communications approach and message strategies, five key tactics have been selected to help the organization reach its goals and objectives. These tactics include the creation of volunteer handouts outlining the benefits of volunteerism within Literacy for Life, school outreach programs, a promotional video, heightened attention toward traditional media focus, and an improved volunteer advertisement for community databases. These tactics are meant to move the organization to action, and are paired with a schedule of implementation and budget. Lastly, this strategic plan will outline the means by which the results will be evaluated. This will allow for current perceptions to be measured, via specific outputs and outcomes. Evaluation methods will allow for the organization to analyze the extent to which goals and objectives have been met regarding volunteer retention and recruitment for the 2015 season.
Environmental Analysis The third area researched included an in-depth analysis of the internal and external environment at LFLF. LFLF’s strengths and weaknesses were determined by looking at information gathered from meetings with staff at the organization, as well as researching other non-profit organizations in the area. The internal analysis showed that LFLF has a small working team, which is challenging because staff have many duties and cannot commit wholly to the communications function. Although LFLF has a small working team, the organization is able to thrive due to a variety of skills and backgrounds. LFLF has a board of governance, which includes a member with a communications background. The external analysis showed that LFLF faces both strengths and weaknesses result- ed from the organization being located in a small town. The strengths include being able to use word-of-mouth as an effective form of communication. The weaknesses include having a large amount of competition for volunteers in the community. An analysis of current strengths, weaknesses, opportunities and threats (SWOT) facing Literacy for Life was completed. For a detailed explanation regarding this analysis, please refer to appendix D.
As a result of research regarding target audience, current communication collateral, the environment, trends in volunteerism, strategy and case study analysis, these following recommendations are suggested to position LFLF as a leader in volunteerism within the M.D. of Foothills: • Involve community members in all aspects of the organization • Use word-of-mouth and interpersonal communication to communicate with the community • Utilize existing volunteers to recruit new volunteers from their personal networks • Create events where LFLF can interact with community members and they can be introduced to the organization • Create opportunities for community members to trial LFLF’s services • Utilize physical volunteer sign-up forms at community events and gatherings • Interact with the community on social media and limit social media to two outlets • Survey current volunteers to determine areas for improvement and volunteer motivations • Leverage existing local media partnerships • Create unique content for media to increase LFLF’s messaging Current Volunteers • Current volunteers have had a positive experience with the organization and its staff, but are ready to move on to other experiences or are looking to downgrade their time commitments with the organization. In recommending others to volunteer, they see Literacy for Life’s continued success and help it achieve sustainability while minimizing their personal commitment. Potential Volunteers • Literacy for Life provides volunteers with ongoing training, intergenerational opportunities and flexibility while also providing them with the joy of giving back to the community.
Task Management Goal: To develop a tailored volunteer experience that increases the recruitment of volunteers. Objectives • Awareness – To have an effect on the awareness of LFLF as providing a rewarding volunteer experience. Specifically, to maximize comprehension around the benefits of volunteering with potential volunteers from 45 to 60 per cent by January of 2015. • Acceptance – To have an effect on the acceptance that LFLF provides rewarding volunteer experiences. Specifically to increase acceptance with potential volunteers from 30 to 40 per cent from January to April 2015. • Action – To have an effect on the action of potential volunteers in the M.D. of Foothills. Specifically, to increase the number of volunteers with LFLF from 15 to 25 people from April to July 2015. Relationship Goal: To create an immersive and rewarding volunteer experience that retains existing volunteers. Objectives • Awareness – To have an effect on the awareness of the impact that volunteerism at LFLF has on the community. Specifically, to generate awareness with current volunteers from 75 to 85 per cent by January of 2015. • Acceptance – To have an effect on the acceptance of LFLF as a leader in volunteer opportunities. Specifically, to reinforce attitudes with current volunteers about the positive experience provided from 20 to 28 per cent from January to April 2015. • Action – To have an effect on the action of current volunteers to volunteer with LFLF again in 2015. Specifically, to retain 50 per cent of the current volunteer database by July 2015. A positioning statement allows for an organization to seperate itself from competitors. In addition to specific key messaging, a positioning statement should be implemented into the communications material to showcase LFLF’s competitive edge as a non-profit deserving of volunteers. The positioning statement is as follows: LFLF offers a wide range of meaningful volunteer opportunities to community members in the M.D. of Foothills.
To effectively recruit and retain volunteers, strategic messaging must be implemented into LFLF’s communication materials. Using processes from Smith, heuristics, and case studies, specific messaging is recommended to motivate volunteer action. Two specific audiences have been identified as the main stakeholders in retaining and recruiting volunteers. This includes both potential and current volunteers. Key Messaging Current Volunteers: 1. Your volunteerism has made a difference in the community, and your skills have directly impacted those who are working to improve their literacy. Proof Points: • The 2014 Grate Groan Up Spelling Bee raised over $27,000 for literacy programs • Funds are used to provide free literacy programs for community members 2. Volunteer duties have been enhanced for the 2015 season to implement skill-based volunteering, allowing you to work in the areas that interest you the most • LFLF has volunteer positions related to communications, accounting, art and design • A commitee organizes the event, and each volunteer is assigned a task that is most meaningful to them. Leadership roles are available 3. Engaging in consistent volunteerism with Literacy for Life is an excellent addition to your resume, and we are committed to providing you with work that will aid in your professional and personal development • The majority of employers see consistent volunteerism as an asset • Members of the media, as well as corporate sponsors, attend our events which offers the ability for our volunteers to network. with other professionals Potential Volunteers: 1. Literacy for Life provides a fulfilling volunteer experience that positively impacts the community. Proof Points: • $27,000 was raised at last year’s Grate Groan Up Spelling Bee, which is allocated toward the enhancement and implementation of effective literacy programs • Volunteers are able to personally connect with clients at LFLF 2. By volunteering at Literacy for Life, you can implement your existing knowledge while adding to your current skillset. • The event organizing commitees allow you to choose the task that resonates with you • Learning coach positions are available, allowing you to gain teaching skills 3. Volunteering with Literacy for Life provides you with the ability to spark new relationships with community members that can be of both a personal and professional benefit • A variety of corporate organizations participate in the Grate Groan Up Spelling Bee, giving our volunteers the ability to network both personally and professionally • Volunteers are involved in each aspect of the organization, meaning that they are personally able to communicate with clients in order to make a larger impact in the community
With scarce resources both in terms of personnel hours and funding, LFLF’s budget for communications is tight: LFLF has been given an initial time budget of 27 hours, to be followed by eight to ten hours monthly. The overall financing required for the project will be $192.50. Because of this, the proposed budget has been created in such a way that it can be scaled down to fit LFLF’s resources as they fluctuate over time. The following budget utilizes Smith’s concept of objective-based budgeting where the organization will utilize its resources to implement the tactics integral to achieving its objectives (2013, p.321). To achieve LFLF’s objectives stated previously, this budget model uses tactics according to resource availability. The budget is broken down based on the five major tactics discussed previously. Within each section, costs considered include personnel, production, distribution and materials. The full budget can be seen in appendix F. Program evaluation is one of the most important steps of a strategic communications plan. Through evaluation, LFLF will be able to measure its progress in reaching the established objectives and make changes as necessary before the plan’s end. In the table below, formative evaluation refers to baseline measurements made so that degree of change can be measured. Midpoint evaluation refers to evaluation that will occur through the plan’s implementation to ensure it is working as intended. Finally, the summative evaluation refers to the final evaluation at the completion of the plan’s implementation.
Pacekids Society Social media marketing presents Pacekids with an opportunity to expand and communicate to its key publics in an efficient and cost-effective way. The implementation of a YouTube channel represents a new platform for Pacekids to reach its organizational goals and develop its current social media platforms. The dynamic and fluid nature of social media requires the employment of content guidelines, policies and an overall well-defined strategy. With a clear strategy in place, Pacekids will be able to effectively increase channel subscriptions, video views, as well as drive traffic between existing social media outlets and toward the organization’s home page. Ultimately, the implementation of this new platform will work to increase Pacekids’online presence as a premier treatment centre for children with special needs. Pacekids can only achieve the stated goals if a target audience is clearly defined. Social media success heavily relies on the ability to communicate with the proper publics in an effective way. Targeting the information seeking audience of families with special needs children and educating them with the proper information on Pacekids’therapeutic programs will ultimately increase traffic towards the platform. If implemented properly, Pacekids can utilize YouTube in the following ways: • Provide links to Pacekids’website as well as current social media outlets • Encourage current Facebook and Twitter followers to subscribe to channel • Increase subscription rate with consistent and relevant uploads • Illustrate Pacekids’mission statement effectively through child success stories • Highlight Pacekids’milestone and promotional events • Effectively communicate with key audience to promote Pacekids and increase program sign-up rates Community Service Learning Project - February 2014 YouTube CommunicationsPlan EXECUTIVESUMMARY The target audience for the Pacekids Programs’YouTube channel portion of the awareness and recruitment campaign is potential families with disabled children who could benefit from the services provided by Pacekids. Potential families are currently an aware public who recognize their situation and understand that potential agencies that can provide assistance exist within the city. Many of these members of the key public get referred to agencies from social workers, physicians and other gatekeepers in the community. TARGETAUDIENCE
Action Priority Details Frequency Time Increase video views 1 Post videos with key words, promote videos on web page & social media Continuous 30 mins Encourage Channel Subscriptions 1 Viewers will be inclined to subscribe to channel when interesting videos are posted regularly Continuous 30 mins Develop video content plan 1 Decide on posting schedule (weekly, monthly, when applicable, etc.) One time 1 hour Promote channel via existing social media outlets 1 Leverage videos through promotion on Twitter & Facebook when new content is added Continuous 1 - 2 hours • Video Sharing - 1-2 hrs / week • Provide links to Pacekids’website as well as current social media outlets • Encourage current Facebook and Twitter followers to subscribe to channel • Increase subscription rate with consistent and relevant uploads • Illustrate Pacekids’mission statement effectively through child success stories • Highlight Pacekids’milestone and promotional events • Effectively communicate with key audience to promote Pacekids and increase program sign-up rates ACTIONPLAN YOUTUBECHANNELGOALS SOCIALMEDIASTRATEGY For the social media strategy, our team will implement an organizational media tactic in the form of an interactive social media YouTube channel. This YouTube channel will be used to interact with Pacekids’key publics. Videos posted to the channel will help to reinforce the Pacekids know-how and expertise to drive its key publics to action. The channel also aims to drive traffic towards other existing Pacekids social media platforms and its website. Through the integration of Pacekids’web links, key messages and information, the YouTube channel aims to increase awareness, acceptance, and drive action towards Pacekids’therapeutic programs. YouTube provides the capability to interact with key publics in an entertaining and impactful way.
INTEGRATION The following points provide suggestions of how to properly and effectively integrate YouTube into Pacekids’existing social media outlets on an ongoing basis. 1. Begin by deciding how often to make posts from Pacekids social media outlets. • Tweets, Facebook posts and YouTube videos should be updated regularly in order to provide new and relevant content. • Develop a content plan. • Will Pacekids be posting high-quality material once per month, or shorter informational bits on a weekly basis? • Likely, Pacekids will want to be consistent with a theme of heartfelt videos. 2. Be prepared to capture special moments on film at any given time. • Have a camera handy in case something video-worthy happens unexpectedly. • Take opportunities to interview anyone visiting the Pacekids facility who as a story. • At events, begin filming even if nothing particular is happening. These videos can be used as fillers and transitional shots in future videos. • The idea is to be prepared to capture content that can be used later. 3. Create an abundance of footage. • It is a good idea to capture an amount of footage that can be edited into numerous clips. 4. Review resources and examine content. • What content does Pacekids already possess which can be used for future videos? • Who is available both internally (employees) and externally (parents or donors) for speaking roles in videos? • Create separate videos which highlight each of Pacekids’programs individually. 5. Promote YouTube videos via Twitter, Facebook, and main Pacekids website • Tweet about new videos. • Post them to Facebook. • Post them to any blogs regarding Pacekids. • Send completed videos out with press releases to bloggers so they have an opportunity to learn more about Pacekids. In order to strategically evaluate the success of the YouTube content, views and video comments will be taken into account. If a specific video gains a significantly higher number of views than others, then that type of content will be deemed most effective. YouTube has a monitoring program built into its design in order to measure views and feedback. This allows for accurate measurements to be analyzed when evaluating the success of the channel. Through an ongoing content analysis of the channel, it is possible to disseminate messages and analyze the effectiveness of the content. Additionally, the size of the audience can be reported and feedback can be given either by comments, or by one-on-one interviews with parents who have been exposed to the YouTube content. The final evaluation will be used by Pacekids to decide how it can allow the channel to be sustainable over a longer time frame. By providing specific measurements regarding the reach of the channel, Pacekids will be able to decide which type of content is the most effective. KEYMETRICS
Fortress Mountain Ski Resort Social Media Analysis & Strategy - November 2013 Strengths • Facebook presence (0ver 1,000 likes) • Close proximity to the city • New added winter activities to attract new audiences (igloo building, snow shoeing, ice climbing wall) • Transportation services provided to get skiers up to the lodge, and to the ski shop • Evaluate every skier’s abilities and a ski run plan Weaknesses • 6 years of on-going construction (not currently open) • Not communicating end construction dates to skiers • Snow Cat Skiing limits clientele to a very small niche audience • Renovations and construction are costly • Twitter page lacks original content, is just simple linked to Facebook feed Opportunities • Reach out to advanced skiers that would appreciate a less crowded ski hill with more channelling runs • Promotion of tourism for Alberta and skiing • Strong relationship with Travel Alberta • Market to other types of skiers other than advanced • Building relationships with surrounding ski hills through cross promotion Threats • People gravitating to other ski hills • Competition with other ski hills • Not as recognized as other major ski hills • $450 for Snow Cat Skiing per individual • Weather (road conditions) • Gas prices (people having to drive) SWOT Analysis Social Media Analysis Fortress Mountain is currently active on Facebook, Twitter and Youtube, and their website links directly to each of these platforms. Their Facebook page posts a lot of photos of cat skiing and talks about snowfall, but more emphasis should be put on when they are planning to reopen the hill and updates of the construction process. Their Twitter feed is just a repeat of all of their Facebook posts with links back to their page. They should post more original content rather than repeating everything they already stated on other platforms, and should also interact with their followers to increase engagement. There are no replies to followers or retweets, and the automated Facebook posts show that they do not put any effort into their Twitter page, it is just simply there as another social media platform to be on and is not looked after. Their Youtube channel only has 6 videos, 4 of which are just copies of Travel Alberta’s“Remember to Breathe”campaign, so there is only 2 videos with original content. Nothing has been posted for the past year. Their website is poorly designed and appears that is has not been updated for quite some time.
Social Media Strategy As once loved ski hill by many Calgarians and others from surrounding areas, the new Fortress Mountain will attract its former skiers as a new and improved ski hill to enjoy with friends and family. The new Fortress Mountain ski hill will provide services and activities to a variety of skiers from advanced skiers to families. Both Snow Cat Skiing for advanced skiers, regular skiing including Blue, Green, and a variety of Black Diamond runs will be available, which will appeal to a wide variety of audiences and potential new customers and position Fortress Mountain as a direct competitor among the elite ski hills in the Alberta area. The social and digital media strategy for the re-opening of Fortress Mountain will incorporate all of these key audiences by creating and disseminating the overall message of Fortress Mountain as a multipurpose ski hill to be used by all skiers. Social Media Tactics - Awareness Building Facebook • To drive awareness partnering with a retail ski and snowboarding company • Using Facebook to create two-way communication with guests. Inviting them to like the page, comment, post pictures • Facebook will be used to let people know what types of activities we offer in addition to skiing and snowboarding • Facebook will be used to launch contests Instagram • Using Instagram to post photos of our runs and the beautiful scenery • Use Instagram to allow guests to post the pictures they capture throughout the day • Contests through Instagram by using certain hashtags on photos taken at the hill • Using Instagram video to capture events and skiers on the hill • Using Instagram to showcase staff and regular skiers Twitter • Twitter will be used to post information about weather conditions • Updates on current information about anything going on at Fortress Mountain • Countdown to the opening of the ski hill • Posting information about any special offers • Posting any information about current promotions and contest YouTube channel • Guests can post their own videos of people skiing and snowboarding on the hill • Targeted videos for the advanced skiers of skiers and snowboarders going off jumps and doing tricks
Event Plan
Event Plan Assignment 2014 ICAA 2014 AGM Brief - April 2014
Event Plan Assignment 2014 ICAA 2014 AGM Brief - April 2014
Event Plan Assignment 2014 ICAA 2014 AGM Brief - April 2014
Event Plan Assignment 2014 ICAA 2014 AGM Brief - April 2014
Event Plan Assignment 2014 ICAA 2014 AGM Brief - April 2014
News Releases
September 16, 2012 For immediate release NEWS RELEASE MRU Graduate turned major CEO re-visits Mount Royal CALGARY – September 16 – On Thursday, September 20, Colleen Abdoulah will be on campus at Mount Royal University (MRU) to receive the Liftetime Achievement Award at MRU’s annual Legacy Awards. Abdoulah graduated from MRU in 1979 with a degree in public relations. Today she is an accomplished businessperson, being the first woman to run one of a top five cable-operating company in the U.S. As the CEO of cable, Internet and telephone company, Wide Open West (WOW), Abdoulah lead the company to earn 14 J.D. Power and Associates awards for customer satisfaction. She is also a humanitarian who strives to help others by actively engaging as a board member on non-profit organization the Rocky Mountain Children’s Law Center and also by donating 30 per cent of her own income to charity. Abdoulah’s immense achievements in her business career and the positive impact she has had on others through her charity work and donation make her more than deserving of the Lifetime Achievement Award. “I am thrilled to be coming back to see the University – to speak ... and to have fun at the awards ceremony. I am crazy excited to have my family and friends with me at the event as well. I just feel like I can’t say thank you enough for my blessings. I am very fortunate,”said Abdoulah. Abdoulah is a remarkable role model for the students of MRU by showcasing the rewards of compassion and hard work. From 11 a.m. until noon on Thursday Abdoulah will be present in EA1031 to speak with students and faculty. For more information, please contact: Emily Nachtigall Second year Public Relations student, MRU 1 403 828 6362, enach144@mymru.ca -30-
Canadian Public Relations Research Foundation January 28, 2013 For immediate release NEWS RELEASE Former editor of Calgary Journal speaks of the future in media relations TORONTO – January 28 – The Canadian Public Relations Research Foundation (CPRRF) held their tenth annual media relations conference this past Saturday, Jan. 26, uniting professionals working in the media for conversation about the future of media relations in their fields. Christine Ramos, one of the key speakers at the conference provided a vision of the future of media relations through the lens of a journalist and editor. Ramos is a former writer, section editor, and co-editor and chief for the Calgary Journal who is now working as a technical freelance writer. The importance of online presence through social media in the future of media relations was a topic of discussion.“Breaking the news has become a race between civilian journalists, bloggers and other news sources,”said Ramos,“there are so many platforms and people communicating messages that it becomes more competitive, and these social media spheres will only continue to grow in size and importance.” Ramos explained that in the midst of this social media revolution, media relations professionals need to remember that“People are you’re best tool. Establishing a sense personability, some type of connection besides the fact that PR and journalists are making a business transaction in the form of trading information.” Over 500 influential people in the Canadian media community attend the CPRF media relations conference every year to strengthen relationships between public relations professionals and journalists, with the goal of providing truth to Canadians through the media. The CPRRF was founded in 1987 in Toronto by a group of public relations professionals in order to strengthen the Canadian communications community by providing a foundation of knowledge of the profession. For more information, please contact: Emily Nachtigall, Media Relations DIrector 1 416 738 9944, emilynachtigall@CPRRF.org -30-
Motor Geniuses February 22, 2013 For immediate release NEWS RELEASE MG announces recall on Canadian MG and Catillac Vehicles 
 OTTAWA – MG Canada will be holding a press conference to announce a recall Tuesday, April 2, for 22,000 2013 MG Sedona and Catillac Escapade models. The models are at risk of rolling away because of a broken lock in the steering column or a faulty parking break, confirmed by the Canadian Vehicle Safety Administration.
 “Our main concern is the safety of our customers,”said MG’s CEO Bob Smith. “You can trust we are taking this issue very seriously and are taking all precautions to ensure the safety of our customers is not compromised in the future.” The recall process will begin on April 3, testing each vehicle for both possible defective parts and replacing the pieces if necessary. Owners will be supplied with rental car service or public transport aid while vehicles are being fixed. MG was founded in 1908 and is Canada’s oldest and largest car company. Employing over 23,000 Canadians, MG is committed to providing customers with the best-made vehicles in Canada. For more information visit www.mg.ca or contact your local dealership. For more information, contact: Emily Nachtigall, Media Relations Director 613-987-3949 enachtigall@mg.ca -30-
Graphic Design
Design Project Alberta Adventure Guide - April 2014
Design Project Alberta Adventure Guide - April 2014
Design Project Alberta Adventure Guide - April 2014
Design Project Alberta Adventure Guide - April 2014
Undergraduate Thesis The Ethics of CSR In Professional Sport: An Analysis of Professional Hockey CSR Programs
THE ETHICS OF CSR IN PROFESSIONAL SPORT: An Analysis of Professional Hockey CSR Programs To what extent do CSR campaigns need to reflect organizational culture in professional sports? RESEARCH Q: VS. HITMEN FIGHT CANCER TEAM GIORDANO IMPLICATIONS: • high media scrutiny = high expectations of community involvment • atheletes = brand ambassadors of campaigns & public figures • social media = atheletes online actions affect CSR campaigns Hitmen Fight Cancer Campaign • School outreach program launched by Calgary Flames captain, Mark Giordano & his wife • Promotes physical fitness, academics, healthy lifestyles, leadership development, community involvement & positive behavior in local schools • Includes a mentorship program integrated with the core success factors in hockey to help kids • Aligns with the mission of the Calgary Flames organization: “to ensure that the team would have a positive impact on the quality of life in Southern Alberta” • partnership with Canadian Breast Cancer Foundation for 7 years • annual home game at the end of October is main support (Breast Cancer awareness month) • Hitmen players wear the original jersey of the team, pink jerseys that are auctioned off after • Original jerseys are not pink in colour because to support breast cancer, this evolved after • Organization is at risk for being accused of “pink-washing” due to male-dominated internal structure in management & team aspects PINK-WASHING: CASE ANALYSISCSR IN THE PROFESSIONAL SPORT INDUSTRY “A company or organization that claims to care about breast cancer by promoting a pink ribbon product, but at the same time produces, makes or sells products that are linked to the disease ” CONCLUSIONS: • Current literature suggests that successful CSR programs reflect internal culture and that ethics need to be woven into the cultural fabric of the organization that flows through the values of every employee RECOMMENDATIONS: Due to the male-dominated internal structure of professional hockey teams and the link between feminist activism and breast cancer support results in an increased possibility for sports teams to be accused of pink-washing. • Awareness of pink washing as a public relations threat for professional sports teams engaging in breast cancer support • The need for internal culture, values and mission to be integrated into CSR programs Team Giordano Program
Earls Restaurant Facebook Twitter Instagram Graphic Design Marketing Manager
Social Media Work www.facebook.com/Earls16thAve
Social Media Work www.instagram.com/earls16thave
Social Media Work www.twitter.com/Earls16thAve
Graphic Design
Graphic Design Earls Social Media Poster - March 2013 Follow @Earls16thAve www.facebook.com/ Earls16thAve @Earls16thAve Us . . .
Graphic Design Event Poster & Table Cards - December 2013 A Gatsby New Years Eve at Earls 16th Avenue Featured Drinks White Peach Bellini - $5 Earls Old Fashioned - $10 Whiskey Smash - $ 7.75

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UndergradPRPortfolioDec2015

  • 1.
    Undergraduate PR Portfolio Bachelorof Communication–Public Relations Mount Royal University, 2011–2015 emily nachtigall
  • 2.
    Table of Contents PublishedWork . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Vital Signs Report Spur Magazine Editorial Rotary Ignites Newsletter Insert The Reflector Magazine, Guest Columnist Internships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 The Calgary Foundation – Communications Intern Backgrounders Donor Letters Event Planning & Evaluation Feature Articles Social Media The Calgary Flames Foundation – Coordinator Intern News Releases Grant Letter NHL Foundation Award Nomination Letter Bachelor of Communication – Public Relations . . . . . . . . . . . . . . . . . 3 Communications Plans Event Plan News Releases Graphic Design Undergraduate Thesis Poster Earls Restaurant – Marketing Manager . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Social Media Graphic Design
  • 3.
    Executive Summary Thefollowing undergraduate portfolio is a representation of the skills I have gained pursuing my Bachelor of Communication in Public Relations from Mount Royal University, work as the in-store marketing and social media coordinator at Earls Restaurant, my two internships with the Calgary Foundation and the charitable arm of the Calgary Flames Hockey Club, the Flames Foundation for Life. This portfolio is divided into four parts: published work, pieces of work from my internships, work I have produced for public relations classes and social media samples from my previous role at Earls Restaurant. The second part of this portfolio highlights my internships with the Calgary Foundation as the organization’s communications intern and my role as the coordinator intern for community investment and charitable foundations for the Calgary Flames Hockey Club. These experiences allowed me to grow my skills immensely in the areas of publication writing, social media, event planning, high-level editing and media relations that are illustrated in the following pages. The third section of this portfolio presents finished products from three years of public relations studies at Mount Royal University. Through my education I have gained skills in writing press releases, feature articles, and comprehensive communication plans. A variety of project samples that were completed for class assignments are present, including a social media strategy created for Pacekids Society that is being used today by the organization and a volunteer and recruitment strategy for the Literacy for Life Foundation, also being utilized today. The last section contains a poster that summarizes my undergraduate thesis on community investment in professional sports. The fourth section of my portfolio showcases the marketing work I have done as the in-store marketing and social media manager at Earls 16th Avenue, including screenshots of social media work and graphic design examples that I have produced using InDesign. This section is a small representation of my marketing skills through the Earls 16th Avenue Facebook, Instagram, and Twitter pages. I was solely responsible for each of these corporate social media accounts and routinely create with innovative content. The“graphic design”section illustrates two posters created with Adobe InDesign as visual marketing collateral for the restaurant. This portfolio embodies my experiences throughout my undergraduate career, my internships and the specialized communications skills I have gained along the way. I am passionate about the public relations industry and look forward to gaining new knowledge in the field and contributing my abilities to communications efforts.
  • 4.
    Published Work Vital SignsReport Biographies Fall 2014 Spur Magazine Editorial The Reflector, Guest Columnist Rotary Club of Calgary Newsletter Insert
  • 5.
    Project Background The VitalSigns report is a citizen survey conducted annually by The Calgary Foundation that assigns grades to seven areas critical to quality of life in Calgary – living standards, populations, environment, education, arts, citizen engagement and wellness. Published as an insert in the Calgary Herald in October, the survey measures the overall vitality of the city, indicates current and emerging issues in the community and profiles nonprofit organizations that are striving to make a difference. The report reaches over 70,000 Calgarians through the Calgary Herald. Partners To produce and publish the report The Foundation partners with a research firm, The Praxis Group, to administer the survey and to collect, synthesize and determine common themes to be published in the report. An external research consultant is also hired to identify common trends and current statistics such as poverty, housing and safety. Juice creative inc. is the creative partner for the survey that produces and publishes the report. My Role For the Vital Signs report I was involved in research synthesis, editing and writing. My main role for this project was acting as the communications liaison for the Vital Signs photo shoot on August 5 – coordinating and confirming representatives from seven different charities to attend, creating call sheets and helping run the photo shoot in collaboration with my supervisor and Juice creative. I wrote and drafted descriptive pieces to be used in the report profiling each charity and assisted in the editing of other written materials. I prepared research documents for each team meeting to narrow down statistics and figures to be used in the report. I also played a large role in promoting the Vital Signs survey on Twitter, where I engaged many citizens, local nonprofit organizations and influencial Twitter personalities like Mayor Nenshi to retweet and spread the word. I also created a model release form to gain consent from all photoshoot participants for legal reasons. Published Work Calgary’s 2014 Vital Signs Report, The Calgary Foundation
  • 6.
    Published Work Calgary’s 2014Vital Signs Report, The Calgary Foundation
  • 7.
    3 THINGS TOCELEBRATE 1 High standard of living and average income 2 Abundance of opportunity 3 Support systems are available to improve financial well-being 3 THINGS TO IMPROVE 1 Income disparity between highest and lowest income brackets 2 Affordable housing options 3 Services that support transition from poverty to workforce STORY INTRO HERE Eloise Kenny of The Calgary Food Bank xxx Vital SignS Citizen SurVey yearly gradeS: B+ B B B+ B 2010 2011 2012 2013 2014 LivingStandards After suffering multiple strokes, that left him partially paralyzed, Carl Taylor struggled to find an accessible and affordable place to live. Accessible Housing’s Foundation Place residence gave Carl a safe place to call home and a sense of belonging. Carl is grateful for the compassion and care he receives and is proud of the independence he has achieved. For over 40 years, Accessible Housing has assisted Calgarians living in vulnerable positions. In their belief that everyone deserves a home, they plan to assist 180 Calgarians attain accessible housing in the next year. ahscalgary.ca Living Standards Accessible Housing Society STORY INTRO HERE Name Here of Company Name quatus ditatiscia quunda con cum recaestrum fugit utempossimus exeria etur? Hillaborum aut quiaspe raecae periorionse nonse provitias molo exerum harum, iumquat debitat uritatem quodipis et laccus re veritia inullat ibusam ipitassinus alic te enis nonsequias ex explam id ut estrum iust, 3 THINGS TO CELEBRATE 1 High standard of living and average income 2 Abundance of opportunity 3 Support systems are available to improve financial well-being 3 THINGS TO IMPROVE 1 Income disparity between highest and lowest income brackets 2 Affordable housing options 3 Services that support transition from poverty to workforce Vital SignS Citizen SurVey yearly gradeS: B+ B B B+ B 2010 2011 2012 2013 2014 Thriving Populations Thriving Populations Jewish Family Service Calgary After immigrating to Calgary from Israel 12 years ago, Raisa Goyham felt lost and frightened. Through their Older Adult Services program, Jewish Family Services Calgary provided Raisa with housing that helped her transition into the Calgary and Jewish communities where she now volunteers with many Jewish associations. Raisa is thankful for the support services that have allowed her to be active in her community. Jewish Family Services creates a place for seniors to feel supported and valued in by offering programs that promote healthy aging and self-sufficiency. jfsc.org STORY INTRO HERE Connor Smith rempore rrovid Calgary Arts Department cupiduciis nam reperio restrum explaccum nes estis aut idest vellati doluptatias aut volut ad et volore que la essinihit maios del ipsam, quid ea doluptatem quam sus ad quam, imet faceper natur, et aut vendita tatesto omnis. Conet landamusam rempore rrovid estio te eos et ut molecta cupiduciis nam reperio restrum explaccum nes estis aut idest vellati doluptatias aut volut ad et volore que. 3 THINGS TO CELEBRATE 1 High standard of living and average income 2 Abundance of opportunity 3 Support systems are available to improve financial well-being 3 THINGS TO IMPROVE 1 Income disparity between highest and lowest income brackets 2 Affordable housing options 3 Services that support transition from poverty to workforce Vital SignS Citizen SurVey yearly gradeS: B+ B B B+ B 2010 2011 2012 2013 2014 Community Connections Growing up in Guyana, Abbas Mancey was always aware of the male-dominant society which helped shape his belief in the equality of men and women. As a member of the volunteer-lead group Men Action Network Calfary, Abbas is passionate about helping men and boys understand the significant role they play to prevent domestic violence. Through presentations and hosting of community events, the group reflects an ethno-cultural range of members committed to promoting non-violence as a legacy for future generations. mancalgary.weebly.com Community Connections Men Action Network Calgary Published Work Calgary’s 2014 Vital Signs Report, The Calgary Foundation
  • 8.
    Published Work Calgary’s 2014Vital Signs Report, The Calgary Foundation STORY INTRO HERE Eloise Kenny of The Calgary Food Bank quatus ditatiscia quunda con cum recaestrum fugit utempossimus exeria etur? Hillaborum aut quiaspe raecae periorionse nonse provitias molo exerum harum, iumquat debitat uritatem quodipis et laccus re veritia inullat ibusam ipitassinus alic te enis nonsequias ex explam id ut estrum iust, officiet eos eos eos veliqua tumenda ndipsum laborep raeceaq uiatio. Inverori conet maxim isit accae laut voloritas.. ulparit verchilis sim ut doloremporem doluptur, nonsequ untion nisto blab iducia. 3 THINGS TO CELEBRATE 1 High standard of living and average income 2 Abundance of opportunity 3 Support systems are available to improve financial well-being 3 THINGS TO IMPROVE 1 Income disparity between highest and lowest income brackets 2 Affordable housing options 3 Services that support transition from poverty to workforce Vital SignS Citizen SurVey yearly gradeS: B+ B B B+ B 2010 2011 2012 2013 2014 Wellness Wellness Wellspring Calgary After losing her father to cancer, Patti Morris helped create Wellspring Calgary. As Executive Director, Patti and her team provide a unique home environment that offers a holistic approach to those dealing with cancer. Since 2007, Wellspring helps individuals, families and friends coping with a cancer diagnosis through innovative non-medical therapy including cancer survivor peer support, yoga meditative sessions and financial counseling services. wellspringcalgary.com 3 THINGS TO CELEBRATE 1 High standard of living and average income 2 Abundance of opportunity 3 Support systems are available to improve financial well-being 3 THINGS TO IMPROVE 1 Income disparity between highest and lowest income brackets 2 Affordable housing options 3 Services that support transition from poverty to workforce STORY INTRO HERE Connor Smith rempore rrovid Calgary Arts Department cupiduciis nam reperio restrum explaccum nes estis aut idest vellati doluptatias aut volut ad et volore que la essinihit maios del ipsam, quid ea doluptatem quam sus ad quam, imet faceper natur, et aut vendita tatesto omnis. Conet landamusam rempore rrovid estio te eos et ut molecta cupiduciis nam reperio restrum explaccum nes estis aut idest vellati doluptatias aut volut ad et volore que. Vital SignS Citizen SurVey yearly gradeS: B+ B B B+ B 2010 2011 2012 2013 2014 LifelongLearning Lifelong Learning Calgary Reads John Kelly is an avid young laugher, learner and leader at Calgary Reads. At just four years old, John is already practicing his reading at preschool and at home with his parents. Knowing that the first five years are crucial to a child’s brain development, Calgary Reads equips parents withthetoolstheyneedtogrowsuccessfulreaders.Tosupportchildren in developing a passion for reading, Calgary Reads understands that parentsplayalargeroleinhelpingchildrenlearntoreadandreadtolearn. calgaryreads.com Environment STORY INTRO HERE Name Here of Company Name quatus ditatiscia quunda con cum recaestrum fugit utempossimus exeria etur? Hillaborum aut quiaspe raecae periorionse nonse provitias molo exerum harum, iumquat debitat uritatem quodipis et laccus re veritia inullat ibusam ipitassinus alic te enis nonsequias ex explam id ut estrum iust, 12% 30% 82% SIMAXIMAGNIS 1,268 UDAERUMQUO 1,100 EVEL SUS DOLORPO 800 ILLACCUM NATEN 600 QUID MAXIMUS 1,117 Sustainability Vital SignS Citizen SurVey yearly gradeS: B+ B B B+ B 2010 2011 2012 2013 2014 Environment Ghost River Rediscovery Society As a young camper at Ghost River Rediscovery’s youth camps, William Kahnapace showed great potential as a mentor. Now a youth volunteer for the organization, William shares his passion for the outdoors through cultural outdoor education and Aboriginal teachings to younger campers. From educational hikes to traditional Aboriginal teachings, campers learn about nature. By sharing the wisdom of elders in the community, Ghost River Rediscovery helps youth connect with natureandrediscovertheimportanceofconservingtheenvironment. ghostriverrediscovery.com
  • 9.
    Published Work Calgary’s 2014Vital Signs Report, The Calgary Foundation InvestYYC.com GRASSROOTS INSPIRED GRANTS 7,000PEOPLE 23,000VOTES 167PROJECTS 1,200GRANTS 153ART ORGANIZATIONS 7,912EVENTS 2.3MATTENDED Vital SignS Citizen SurVey yearly gradeS: C B B B+ B 2010 2011 2012 2013 2014 Arts Haysam Kadri is a director, fight choreographer, university theatre instructor and classically trained actor. As Artistic Producer of The Shakespeare Company, Haysam creates inventive performances that make Shakespeare entertaining and accessible to all Calgarians. Plays like Othello and As You Like It are performed with culturally relevant themes in a way that engage a younger audience in the art of Shakespeare. Through a range of outreach programs that focus on the classics, Haysam nurtures and cultivates the talents of emerging artists by offering performances, workshops and classes. shakespearecompany.com Arts Shakespeare Company
  • 10.
    Published Work Fall 2014Spur Magazine Issue Editorial, The Calgary Foundation As  I  reflect  on  summer  and  fall  this  year  in  the  city,  I  remember  the  vibrant  festivals  and  all  the   citizens  hitting  the  street  to  join  in  the  fun.  These  past  months  have  been  such  a  great  example  of  what  it   means  to  come  together  as  a  community.  That  is  the  encompassing  purpose  of  The  Calgary  Foundation  –   a  gathering  place  for  community  connections  to  grow.   The  Calgary  Foundation  is  a  collection  of  thousands  of  unique  people  and  organizations  who   share  the  vision  of  a  vibrant,  healthy  city.  The  following  pages  take  a  look  at  these  individuals,   organizations  and  groups  of  thoughtful  citizens  taking  leadership  to  make  that  vision  happen.  Throughout   this  issue  you  will  see  local  business  owners  who  generously  gave  to  The  Foundation’s  Flood  Fund,   profiled  in  the  “Next  Generation”  section.  Inspiring  stories  of  The  Foundation’s  donors,  volunteers  and   board  members  that  all  strive  to  enrich  our  city  and  the  surrounding  areas  in  unique  ways.  We  are   privileged  at  The  Foundation  to  have  board  members  like  Walter  Hossli  –  former  executive  director  of   Momentum  and  long-­‐standing  donors  and  inspirational  leaders  like  Lou  MacEachern.   We  are  always  looking  for  opportunities  to  discuss  bold,  innovative  ways  to  move  forward  in   addressing  the  emerging  needs  of  our  community.  In  this  issue  you  will  find  organizations  doing  just  that   –  engaging  in  social  enterprise  as  a  new  and  innovative  form  of  fund-­‐raising.  These  stories  of  cutting  edge   philanthropy  include  organizations  like  Kids  Cancer  Care  Foundation  of  Alberta  and  Camp  Kindle  that  the   organization  publically  rents,  helping  fund  the  organization.  The  Calgary  Progressive  Lifestyles  Foundation   launched  their  Cookies  on  the  Go  program,  a  bakery  that  employs  clients  and  helps  fund  their  unique   programs  empowering  adults  with  disabilities.     Supporting  influential  projects,  groups  and  people  is  what  we’re  all  about  at  The  Calgary   Foundation  –  captured  through  unique  stories  of  impact  in  this  fourth  issue  of  Spur.  As  this  memorable   summer  comes  to  an  end  I  am  excited  to  see  the  great  people  of  our  city  inspire  change  and  remarkable   projects  set  in  motion.   I  hope  you  enjoy  the  fourth  issue  of  Spur  magazine  and  find  the  stories  of  the  people  and   organizations  that  make  our  city  a  better  place  as  inspiring  as  I  do.  The  Calgary  Foundation  impacts  every   corner  of  our  city  and  surrounding  areas.  As  always,  we’d  love  to  hear  from  you;  email  us  at   info@thecalgaryfoundation.org,  or  call  403-­‐802-­‐7700.     Eva  Friesen     President    &  CEO    
  • 11.
    MRU graduate returnsto receive award October 5, 2012 Emily Nachtigall Guest Columnist On Sept. 20, I, along with other students, faculty and staff, got the honour of hearing Colleen Abdoulah speak about her time at Mount Royal and her life journeys that have made her a successful business woman and inspiring role model. Abdoulah is the CEO of a major cable company called Wide Open West (WOW) and the only female CEO to lead a top five-cable company. She was in town to receive a Lifetime Distinguished Achievement Award at MRU’s annual Legacy Awards. She is an inspirational speaker and storyteller who keeps you hanging on to her every word. Instead of the traditional dry speech followed by questions from the audience, Abdoulah had us howling in our chairs as she told us her adventures from growing up in small town Saskatchewan to how she has become an accomplished business woman. She explained how having a passion ignites your road to success, even if you have to try out a few different projects along the way to find it. “You might not find your passion right away, but you will find it eventually,”she said. Abdoulah channels her passion into both her career and charitable causes that are close to her heart. Working for her family’s restaurant, Abdoulah said she learned how to work hard from a young age. Abdoulah was then promoted to the project manager for the grand opening of Calaway Park after telling the CEO of the company how she would run the campaign in a board meeting in front of the whole company. “I guess I struggle with boundaries,”she joked while telling the story,“I’ve since seen a therapist.” The company’s manager gave her the job on the spot despite her young age and lack of experience due to her passion and drive for the theme park. Abdoulah also channels her passion into helping others whenever she can, donating thirty per cent of her own income annually to charity. Helping others who are less fortunate is a value she said her family modeled for her and one she holds on to today. At a relatively young age, Abdoulah moved to the states to pursue her career path. Although she has since resided in the states, adopting a daughter who she has raised there, she still considers herself a Canadian at heart. “It is part of me, my soul,”Abdoulah said.“I love the Canadian people, my family history and the memories, the beauty of the country, the pace and size of the population. I try to get back at least once a year.” When asked what advice she would give to Mount Royal students, she replied that students should take any opportunity you can get in the workforce, and to have faith in yourself in the process. “It is all about enjoying the moment you are in; being good to others no matter what, because life is short and things can be circular,”she said. “What you give comes back to you. I believe that. I have learned we are not what we do – we are much more than that. We cannot lose ourselves in our work.” The Reflector, Mount Royal University - Feature Article Published Work
  • 12.
    Published Work The Reflector,Mount Royal University - Feature Article
  • 13.
    The Rotary Clubof Calgary - Newsletter Insert Published Work Rotary   Ignites     The   Rotary   Club   of   Calgary   has   an   incredible   story   to   share  with  Calgarians.     We  want  to  tell  it  in  a   way  that  reflects  what   Rotary   stands   for,   how   we’re   different   and  why  it  matters  to   inspire   current   and   potential   members   to   enjoy   another   100   years   of   fellowship   and  service.                     What   In  2011,  Rotary  International  embarked  on  a  multiyear  initiative  to   strengthen   the   Rotary   image   to   motivate,   engage,   and   inspire   current  and  prospective  members,  donors,  partners  and  staff.     Following   in   Rotary   International’s   footsteps,   The   Rotary   Club   of   Calgary,   Downtown   Club   has   launched   Rotary   Ignites   to   tell   our   story   in   a   compelling   way   that   positions   the   club   as   the   top   service  club  in  Calgary  that  inspires  membership  and  confidence   from  the  community.   Why   According  to  the  2014  membership  statistics  report,  membership   numbers   have   dropped   by   49   members   since   2011.     And   demographics  reveal  that  almost  half  of  members  are  over  65  and   have   served   for   over   20   years.   Rotary   Ignites   will   provide   a   strategy  to  engage,  retain  and  recruit  members  to  the  club.   Who   A  committee  of  experienced  Rotarians  from  the  Downtown  Club   chaired  by  Paul  McIntyre  Royston,  communications  director,  will   determine  the  best  firm  to  help  the  club  implement  Rotary  Ignites.     How     Three   local   firms   have   been   chosen   to   present   to   the   Rotary   Ignites   committee   based   on   their   extensive   marketing   and   communications   experience   with   clients   working   for   both   the   corporate  and  non-­‐profit  sectors.     When   By   the   end   of   May   the   Rotary   Ignites   committee   will   submit   a   recommendation  to  the  board  for  final  approval.   “Service   Above Self”  
  • 14.
    The Calgary Foundation Backgrounders DonorLetters Event Planning Feature Articles Social Media Communications Intern
  • 15.
    Nature Conservancy ofCanada Contact Title Larry Simpson Associate Regional Vice President, Alberta Phone Email 403 617 1253 larry.simpson@natureconservatory.ca Website www.natureconservancy.ca Current Projects The Waldron Conservation Project, composed primarily of native habitat, is an area of incredible diversity, rich history and spectacular scenery known as the Cowboy Trail. The project aims to protect the headwaters of critical streams and rivers for the entire Canadian Prairies, which provide water for millions of Canadians and countless wildlife species. History with The Calgary Foundation Received $1,000,000 in March 2014 to help fund the Waldron Project to purchase a conservation easement on the largest block of deeded land located along Highway 22 in the eastern slopes of Southern Alberta. Vision The Nature Conservancy of Canada (NCC) protects areas of natural diversity for their intrinsic value and for the benefit of our children and those after them. (www.natureconservancy.ca) Mission The Nature Conservancy of Canada will lead, innovate and use creativity in the conservation of Canada's natural heritage. We will secure important natural areas through their purchase, donation or other mechanisms, and then manage these properties for the long term. (www.natureconservancy.ca) History Founded in the early 1960s, Nature Conservancy of Canada started was formed by a small group of individuals who launched a program to take direct, private action to protect natural spaces and promote conservation. (www.natureconservancy.ca) Fall 2014 Spur Magazine - Backgrounders for Redpoint Media The Calgary Foundation
  • 16.
    Fall 2014 SpurMagazine - Backgrounders for Redpoint Media The Calgary Foundation Western Sky Land Trust Contact Title Ellen Magidson Outreach Coordinator Phone Email 403 268 4825 emagidson@westernskylandtrust.ca Website www.westernskylandtrust.ca Current Projects The Bow and Beyond Initiative was created in 2010 as an ongoing signature program to conserve the Bow River by contacting every landowner along the river from Calgary to Siksika First Nations Reserve. Now in the second phase, the Bow and Beyond Initiative is reaching out to landowners upstream of Calgary. History with The Calgary Foundation Western Sky Land Trust has received grants in the past and has just recently gone through our Spring 2014 community grants cycle. Vision Western Sky’s vision is to achieve a significant and measurable conservation impact in Southern Alberta. (www.westernskylandtrust.ca) Mission Western Sky’s mission is to conserve open and natural landscapes that have important natural, agricultural, scenic, recreational and heritage values. (www.westernskylandtrust.ca) History Western Sky was created in the fall of 2004 at the request of Calgary region landowners and the general public who were concerned about the rate at which treasured landscapes were being lost. Forming an alliance with these landowners, and like-mind conservation organizations, private citizens, government and corporate partners, Western Sky began to conserve open space and natural areas in southern Alberta, particularly within the Calgary region. (www.westernskylandtrust.ca)
  • 17.
    Fall 2014 SpurMagazine - Backgrounders for Redpoint Media The Calgary Foundation Glenbow Ranch Park Foundation Contact Title Susan de Caen Executive Director Phone Email 403 829 7362 susan.decaen@grpf.ca Website www.grpf.ca Current Projects Glenbow Ranch Park Foundation is throwing its annual Run at the Ranch on July 19 as part of the organization’s Parks Day celebrations. Through a partnership between 5 Peaks Adventures, Glenbow Ranch Park Foundation (GRPF), and the Rotary Club of Cochrane, the run is returning in a different format. The Riversong Run at the Ranch will be part of the 5 Peaks trail running series and will offer running distances for everyone. History with The Calgary Foundation Glenbow Ranch Park Foundation has received grants from The Calgary Foundation in the past. Vision Our Vision is Glenbow Ranch Provincial Park as a gem of green space integrated with and protected from urban development, supported by strong community ties and volunteer commitment and enhanced by good practices of environmental and cultural stewardship; and a place where children and adults can learn about Alberta’s dynamic ecosystems and rich cultural past. Our values of community, environment and education guide our actions. (www.grpf.ca) Mission To make Glenbow Ranch Provincial Park a great North American urban park. The design and construction of pathways and features, volunteer coordination, and educational program delivery will ensure full integration with the surrounding lands and people, and the protection of this great legacy. (www.grpf.ca) History The Glenbow Ranch Park Foundation was established in 2008 as a partner in the development of Glenbow Ranch Provincial Park with the Alberta Government. The Harvie Family, whose generous donation helped establish Glenbow Ranch Provincial Park, and our Foundation C.E.O. Andy Crooks are co-leading the development of this great legacy. (www.grpf.ca)
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    May 2014 FundStatement Cover Letter The Calgary Foundation! Dear%Friend%of%The%Foundation,% % Enclosed)is)your)fund)statement)to)March)31,)2014.))% Your%generosity%along%with%support%from%our%donors,%partners,%community%organizations%and%volunteers% contributed%to%another%successful%year%for%The%Calgary%Foundation%in%helping%Calgarians%build%a%strong% and%resilient%community.% ) Year<End)Unaudited)Results)for)April)1,)2013)–)March)31,)2014) $46.5)million%in%new%gifts% $34.9)million%granted%to%758)charitable)organizations) 52)new)Funds) $739.6)million%asset%base% Primary%endowment%portfolio%@%10%year%return%of%X%%(benchmark)X%)% % 2013% marked% a% unique% year% for% The% Calgary% Foundation% in% the% wake% of% the% Southern% Alberta% floods% last% June.% With% your% help,% The% Foundation% established% the% Flood%Rebuilding%Fund%to%support% long@term% recovery% efforts% in% the% province’s%hardest%hit%areas.%As%a% Fundholder,% your% confidence% and% continued% support% allowed% The% Foundation%to%grow%this%Fund%and% serve% the% needs% of% the% community.% % Thanks% to% your% generosity% we% have% received% an% astounding% $9) million)in)donations%which%have%supported%over%90)local)charities%with%$6.2)million)in)grants.%The%Flood% Rebuilding% Fund% continues% to% support% initiatives% that% strengthen% community% spirit,% rebuild% gathering% places% and% enhance% resiliency.% The% Fund% is% accepting% applications% on% an% ongoing% basis% through% our% website.% % The%Foundation%is%committed%to%going%green%and%encourages%you%to%use%our%online%Fund%management% program%DonorCentral.%Please%find%enclosed%a%post%card%with%details%on%how%to%sign%up%for%DonorCentral% and%have%access%to%your%Fund%at%any%time.% % Thank%you%again%for%your%commitment%to%supporting%the%Calgary%community.%I%invite%you%to%contact% me%directly%with%any%questions%at%(403)%802@7705%or%efriesen@thecalgaryfoundation.org.% % Sincerely,%% % Eva)Friesen)) President%%&%CEO% %
  • 20.
    ! Dear%Friend%of%the%Foundation,% ! This past yearwas marked by tremendous generosity as The Calgary Foundation and local donors worked together to support our community in the wake of the Southern Alberta floods. Thanks to your contributions along with the help of over 2,800 other donors, The Calgary Foundation’s Flood Rebuilding Fund was able to aid long-term recovery efforts in some of the province’s hardest hit areas. The Fund continues to offer support for programs that restore community spirit, rebuild public places and enhance civic resiliency. The Fund is accepting applications on an ongoing basis. Your generosity has had a lasting positive impact on our communities. We thank you for your commitment and continued support of The Calgary Foundation. I invite you to contact me directly with any questions at (403) 802-7705 or efriesen@thecalgaryfoundation.org. Sincerely, Eva Friesen, President & CEO To see a full list of the charities that your donations supported, visit our website and download the full Flood Rebuilding Fund document or if you would like a copy mailed to you please contact XXXXXXXXXXXX at (403) 802 – XXXX. ! The Calgary and area community rallied and the generosity has been inspiring. The Foundation received an astounding $9 million in donations to the Flood Fund, which has resulted in $6.2 million in grants supporting over 90 local charitable organizations. ! Floor Rebuilding Fund letter to Donors The Calgary Foundation
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    Event Planning &Evaluation
  • 22.
    Community Knowledge Centre TheCalgary Foundation recently launched a website called the Community Knowledge Centre (CKC) – an online portal that showcases local charity profiles to inform, inspire and connect citizens, donors, media and policy makers to the needs in the community. All local registered charitable organizations are welcome to create a profile on the CKC website and to attend a story telling workshop free of charge. The Calgary Foundation hosts specialized story-telling workshops to help organizations tell their stories in an authentic and inspiring way. Event Planning, Outreach & Recruitment Throughout my internship I had the ongoing responsibility of organizing past workshop rsvp lists for The Foundation’s records and handling the workshop registration for the September 23 workshop on the event website, Eventbrite. I also worked on an outreach and recruitment project to encourage more local charities to attend the upcoming workshop which required continuous cross-referencing of previous rsvp lists while engaging new audiences. This project has included utilizing The Foundation’s various granting contact lists and sending email invitations to the upcoming workshop. Workshop Advisor I acted as a workshop advisor at the May 29 workshop, helping local charity representatives better tell their organizations’stories through writing exercises and editing. Research & Evaluation Research of the effectiveness of the CKC workshops was also a part of my role. I compiled survey responses given to participants after the May 29 workshop, picking out common themes and the percentage of respondents who thought the workshop was helpful. I combined social media feedback into this piece along with the numerical values of how many people attended and signed up for CKC following the workshop. Community Knowledge Center Event Planning & Evaluation The Calgary Foundation
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    Community Knowledge CenterEvent Planning &Evaluation The Calgary Foundation
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    Community Knowledge CenterEvent Planning & Evaluation The Calgary Foundation
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    As Co-Chair ofthe Silver Springs Botanical Garden project, Duncan and his team recently added a new addition, the Labyrinth Garden - which has over a kilometre of pathways, arbours, garden beds and planters for the entire community to enjoy. The Botanical Garden and the Labyrinth Garden have become famous within city limits, with visitors from all over to see Calgary’s largest ornamental garden complex. As a community leader, Duncan is a true example of how an inspirational idea and hard work can result in a beautiful space that the entire community can use. Silver Springs Botanical Garden Duncan Badger Website Feature Articles - Canadian Local Hero Feature The Calgary Foundation Tweet by Community Foundations of Canada:
  • 27.
    Website Feature Articles- Canadian Local Hero Feature The Calgary Foundation Currently working as the communications advisor at the University of Calgary, Julie spends her free time volunteering with a variety of nonprofit community organizations. She is actively involved with Honens, TEDxYYC, Aboriginal Awareness Week Calgary and The Calgary Foundation’s Jane’s Walk. As an instigator and facilitator of the Confluence Jane’s Walk, Julie engaged a team of artists, poets, storytellers, youth, monks and yogis to design an exploratory walk experience along Calgary’s Bow River. Walk participants were led through participatory art installations and collabora- tions on the theme of 'confluence' over the duration of the two-hour walk. Julie is an inspiring example of community leadership by contributing her creativity and passion to important community projects within Calgary at any chance she gets. Jane’s Walk Leader Julie Phillips
  • 28.
    Working at theCalgary Dream Centre as the organization’s corporate development manager, Christopher gives back to the Calgary community by helping transform the lives of men facing addiction and other life obstacles. The Calgary Dream Centre provides recovery programs, life skill training and other supportive services to help integrate disadvantaged men back into their communities. In the wake of the Southern Alberta floods last June, Christopher stepped up as a community hero by facilitating $55,000 in donations that the Calgary Dream Centre received directly to individuals displaced by the flood on the Siksika reserve, Calgary and High River. The Calgary Dream Centre quickly became a gathering place for volunteers, where Christopher and his team connected over 1,000 volunteers to help clear debris for thousands of Calgarians impacted by the disaster. Christopher is a true example of how the contributions of passion and generosity have lasting positive impacts on Canadian communities. Website Feature Articles - Canadian Local Hero Feature The Calgary Foundation Calgary Dream Centre Christopher Primeau
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    Social Media One ofmy main roles during my internship was social media management of The Foundation’s Twitter, Facebook and LinkedIn accounts. I was responsible for generating content, researching nonprofit news and engaging with The Foundation’s followers on a daily basis. Key messaging was a large role in managing the social media platforms by constructing tweets for The Foundations different audiences including donors, media, citizens, partners and grant recipients. Social media is a voice for The Foundation to engage with their publics and a way to be viewed as a thought leader in the philanthropic community. Twitter Used to engage in two-way conversations with key publics including media, thought leaders and citizens. Facebook Used for longer key messages including news articles, reports, and updates on The Foundation’s initiatives. LinkedIn LinkedIn was created in late July, 2014 as an outlet for The Foundation to attract future employees and connect to a larger audience. The Calgary Foundation Social Media Management
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    Calgary Flames Foundation NewsReleases Grant Letters NHL Foundation Award Letter Coordinator Intern
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    34th Annual Calgary Flamesvs. Townsend Tigers Wheelchair Hockey Game For Immediate Release Friday, November 14, 2014 Calgary, AB - In their 34th attempt to defeat the mighty Townsend Tigers of the Alberta Children’s Hospital, the Calgary Flames are hoping to edge their way to their first victory in the annual wheelchair hockey game on Monday, November 17th, 2014. The media are invited to attend the wheelchair hockey game which will take place on the lower level of the Alberta Children’s Hospital in the Ed Whalen Memorial Gym. Who: Calgary Flames vs The Townsend Tigers What: 34th Annual Flames vs. Townsend Tigers Wheelchair Hockey Game When: Monday, November 17th, 2014 Time: 1:40 p.m. (2nd period of game) Where: Alberta Children’s Hospital 2888 Shaganappi Trail NW Ed Whalen Memorial Gym Please park in the Visitors Parkade. Take main elevators by the cafeteria down to LL. Turn left and go to the end of the hallway. Turn left again at the Gordon Townsend School. Alberta Children’s Hospital Foundation staff will guide you to the Ed Whalen Memorial Gym. The Flames versus Tigers tradition began in 1981 and despite their defeats in the gym, the Flames are still winners at the Alberta Children’s Hospital. The Flames Foundation for Life and the Rotary Clubs of Calgary teamed up to donate $2.5 million to help build Alberta’s first hospice facility for children. Right next door to the Alberta Children’s Hospital, Rotary/Flames House helps families who are in need of respite and palliative care. IMPORTANT NOTES: · The game will consist of two short periods. For patient privacy/security reasons, no video recording or pictures will be permitted during the first period of the game. Your cooperation is appreciated. · This is a private event. We would appreciate it if you could please refrain from releasing info to the public until after the game concludes. For more information contact: Peter Hanlon Sarah Hood Vice-President, Communications Community Relations Coordinator (403) 777-3684 (403) 571-9711 phanlon@calgaryflames.com shood@calgaryflames.com     -30- www.calgaryflames.com
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    CALGARY FLAMES IGNITEDIN THE COMMUNITY For Immediate Release Wednesday, November 19th Calgary, AB - The Calgary Flames are committed both on and off the ice. Through the following programs and events, Flames players give back in support of the community this season. • TJ Brodie has aligned with Cystic Fibrosis Canada for his program, TJ Brodie – Skate in Strides. Custom skate guards created by Brodie are sold for $20 at Fanattic stores. • Matt Stajan is the Flames Ambassador for the Alberta Children’s Hospital this season, where he volunteers with his wife Katie and personally donates a set of season’s tickets to be given to hospital patients, families and volunteers. This season, the Stajans have created the Emerson Stajan Foundation in memory of their son, which benefits the NICU at the Foothills Hospital and the Alberta Children’s Hospital. • Mikael Backlund has aligned with the ALS Society of Alberta, an organization that he and his girlfriend are passionate for. Backlund will act as a spokesperson for the organization, attend events and promote the ALS Society’s cause. • KPMG donates $100 per point accumulated by both Backlund and Stajan to The ALS Society of Alberta and The Emerson Stajan Foundation – a total of $300 directed to each charity for each point earned. • Curtis Glencross hosted the third annual Glencross Invitational Charity Roughstock Event in Red Deer, Alberta this August. Glencross, along with his family and friends organize all aspects of the event and have raised over $750,000 since the first event. • Mark Giordano and his wife Lauren have created a new initiative to kick off the season - the Team Gio Project. This project chooses three Calgary schools over the next three years to be funded by the Giordano’s and matched by the Flames Foundation for Life. • Joe Colborne recently created Colborne’s Forces Presented by Packer’s Plus – a program that donates a pair of season’s tickets to a member of the Canadian Armed Forces. The Flames Foundation for Life matches each player’s donations up to $25,000. Through various initiatives, the Calgary Flames Hockey Club and its charitable arm; the Flames Foundation for Life, continue to touch the lives of thousands of people through its commitment to education, medical research, health, amateur sports and recreation. Beyond the above personal commitments, all Flames players continue to be actively involved in team fundraisers and community programs such as Pond Hockey by Enmax Energy, Flames Fest, Flames Celebrity Charity Golf Classic, Flames Ambassador Celebrity Charity Poker Tournament, Reading…Give it a Shot literacy program and many more community appearances through the Flames Foundation for Life and Community Relations programming. -30- For information contact: Peter Hanlon Sarah Hood Vice-President, Communications Coordinator, Community Relations (403) 777-3684 (403) 571-9711
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    FLAMES BETTER HALVESKICK OFF HOLIDAY INITIATIVES For Immediate Release Friday, November 21 Calgary, AB – On December 2 and 6, the Flames Better Halves – the significant others of the Flames – will host two holiday fundraising initiatives through the Flames Foundation for Life benefitting The Shoebox Project and the Sheldon Kennedy Child Advocacy Centre. At the December 2 game against the Arizona Coyotes, Flames fans are asked to bring an unwrapped shoebox filled with women’s personal necessities such as perfume, gift cards and lotion to be donated through The Shoebox Project. These shoeboxes will help to make a difference in the lives of women seeking a safe haven at the Calgary YMCA this holiday season. The Flames Better Halves will be collecting shoeboxes on the concourse as well as donating shoeboxes of their own. For each fan who donates a shoebox, their name will be entered into a raffle for a chance to win great Calgary Flames prizes. Fans are also encouraged to make a donation to The Shoebox Project which will go towards the future creation of shoeboxes. Find out more at shoeboxproject.com. On December 6, the Flames Better Halves will once again be on the concourse encouraging fans to purchase raffle tickets for holiday wreaths custom-designed by players and their significant others, benefitting the Sheldon Kennedy Child Advocacy Centre. These one-of-a-kind wreaths, decorated with autographs and hockey pucks, can be won at booths on the concourse by purchasing raffle tickets from the Flames Better Halves. Tickets are on sale for one for $20 or three for $50. Proceeds raised will be gifted to the Sheldon Kennedy Child Advocacy Centre which offers hope, help and healing to youth and their families who have experienced child abuse. Find out more at sheldonkennedycac.ca. The Flames Better Halves and the Flames players will make their annual holiday visit to the Alberta Children’s Hospital and will be decorating the Rotary Flames House for the holidays. In addition to their holiday initiatives, the Better Halves give back to the community through volunteer work and an annual fundraiser. For this year’s fundraiser, the Better Halves have come together to host A Night Under the Stars – with Matt and Katie Stajan, where funds will be directed to the Foothills NICU through the Emerson Stajan Foundation. Find out more at flames.nhl.com/club/page.htm?id=101918. - 30 - For information, please contact: Peter Hanlon Sarah Hood Vice President, Communications Community Relations Supervisor (403) 777-3684 (403) 571-9711 phanlon@calgaryflames.com shood@calgaryflames.com www.calgaryflames.com
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    FLAMES FOUNDATION FORLIFE ANNOUNCES COMMUNITY SUPPORT OF OVER $2.3 MILLION LAST SEASON Calgary, AB – The Flames Foundation for Life is proud to announce over $2.3 million in donations were distributed last year in support of health and wellness, amateur and grassroots sports and education programs and initiatives. Every season the Flames Foundation for Life support the University of Calgary, Mount Royal University and SAIT hockey programs and award Harley Hotchkiss scholarships. The Foundation makes hockey more accessible through the Flames EvenStrength program with Hockey Calgary, the HEROS program, and supports Calgary’s AJHL and CWHL teams. In addition to these contributions, $103,000 was gifted to support amateur and grassroots sports through the Flames 50-50 program. In response to the 2013 Southern Alberta floods, $1 million was donated to the Canadian Red Cross in support of flood relief and rebuilding efforts. The Foundation’s commitment to amateur and grassroots sports is paired with a long term commitment to health and wellness initiatives, including a $1 million commitment to the Kids Cancer Care Foundation’s Camp Kindle and the Rotary Flames House along with education initiatives such as Flames@School website, the Flames YMCA Grade 6 Membership Program and the Reading…Give it a Shot! literacy program. Along with supporting annual commitments to the above programs, the Flames Foundation for Life issues grants to CRA registered charities in support of health and wellness, amateur and grassroots sports and educational programming. OVER $2.3 Million DISTRIBUTED IN TOTAL IN SUPPORT OF SOUTHERN ALBERTA The Flames Foundation for Life was created over 30 years ago when the Flames were brought to Calgary with the mission of improving the lives of Southern Albertans through support of health and wellness, education and amateur and grassroots programs. -30- For information, please contact: Peter Hanlon Sean Kelso Vice President, Communications Director, Media Relations & Communications (403) 777-3684 (403) 777-1387 phanlon@calgaryflames.com skelso@calgaryflames.com www.calgaryflames.com/foundation
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            May  14,  2015     Grant  Recipient   123  Main  Street  SW   Calgary,  AB     Dear  Ms.  Smith,     As  previously  discussed,  enclosed  is  a  cheque  for  $_______  from  the  Flames  Foundation  for  Life   in  support  of  your  organization.       We  are  proud  supporters  of  your  organization  and  the  work  you  do  help  fund  the  important   programs  that  help  youth  across  Canada.  Thank  you  for  your  ongoing  commitment  to   strengthening  our  community.     The  Flames  Foundation  for  Life  continues  to  touch  the  lives  of  thousands  of  people  through  its   commitment  to  education,  health  and  wellness  and  amateur  sports  and  recreation  in  Southern   Alberta  communities.  For  over  30  years  the  Flames  Foundation  for  Life  has  invested  over  $30   million  back  into  the  community  by  supporting  organizations  like  yours  who  do  such   tremendous  work  to  improve  the  lives  of  Calgarians  and  Southern  Albertans.     Best  Wishes,   Candice  Goudie   Executive  Director,  Charitable  Foundations  |  Community  Investment   Calgary  Sports  and  Entertainment  Group   403-­‐777-­‐3689  |  cgoudie@calgaryflames.com Grant Letter Example Flames Foundation for Life
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    NHL Foundation Letter Nominationof Mark Giordano for 2015 NHL Foundation Award To  Whom  It  May  Concern,     Over  the  past  two  years,  I  have  had  the  privilege  of  working  with  Mark  Giordano.  Mark  has  always  been  an  exceptional   hockey  player,  inspirational  teammate,  and  most  importantly,  an  ambassador  of  his  community.     Mark  is  a  proven  leader  both  on  and  off  the  ice.  Taking  the  Flames  through  a  major  transition  period,  he  has  shown  the   power  of  true  leadership  and  set  the  bar  high  for  the  team’s  community  presence.  Mark  embodies  everything  it  means   to  be  a  community  ambassador  through  the  launch  of  his  own  charitable  program  and  his  continued  involvement  with   the  Flames  charitable  arm,  The  Flames  Foundation  for  Life.     In  the  last  few  years  Mark  has  achieved  greatness  in  his  hockey  career.  He  continues  to  lead  the  team  to  success,  not   only  through  his  guidance,  but  also  through  his  individual  performance.  One  of  the  greatest  aspects  of  Mark’s  character   is  how  dedicated  he  has  remained  to  investing  in  causes  he  believes  in  to  help  strengthen  his  community.     Prior  to  the  2014/15  season,  Mark  and  his  wife  Lauren  created  the  Team  Giordano  program  in  partnership  with  the   Calgary  Board  of  Education  to  mentor,  inspire  and  educate  students  based  on  principles  that  he  believes  are  the  keys  to   success  in  all  walks  of  life.  Donating  funding  to  three  Calgary  schools,  this  program  provides  new  gym  equipment,   computers,  and  a  mentorship  program  ran  by  Mark  and  Lauren  to  be  available  for  all  students.   In  2011,  Mark  launched  the  5-­‐for-­‐5  program  through  Habitat  for  Humanity.  Mark  and  Lauren  act  as  spokespeople  for  the   organization,  and  consistently  donate  funds  that  are  matched  by  the  Flames  Foundation  for  Life.  The  5-­‐for-­‐5  program   aimed  to  build  five  homes  for  Habitat  for  Humanity,  one  in  Calgary,  and  four  in  Africa  and  Asia.       Giordano’s  modest  style  of  leadership  has  acted  as  an  undercurrent  for  the  Calgary  Flames  as  a  whole,  encouraging  each   player  to  contribute  to  the  team  and  to  give  back  to  the  community  they  call  home.  He  is  always  quick  to  credit  his   teammates  for  his  successes  and  to  stress  the  importance  of  teamwork  any  chance  he  gets.     It  is  with  great  pride  that  I  recommend  Mark  for  the  2014/15 NHL  Foundation  Player  Award.  Without  a  doubt,  Mark   consistently  demonstrates  perseverance,  dedication  and  teamwork  required  by  the  game  both  on  the  ice  and  in  his  own   life.  Mark`s  unwavering  commitment  to  his  team,  launch  of  his  own  charitable  program  and  support  of  the  Flames   Foundation  for  Life  all  combine  to  make  him  worthy  of  this  award  as  an  ambassador  of  the  Calgary  community.   Sincerely,       Brian  Burke   President  of  Hockey  Operations     Calgary  Flames  Hockey  Club  
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    Bachelor of Communication CommunicationsPlans Event Plan News Releases Graphic Design Public Relations Student
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    Literacy for LifeFoundation Community Service Learning Project, September-December 2014 Strategic Communications Plan Volunteer Recruitment & Attainment COMM 4860 - 001 Lisa Copeland, Alyssa Briggs, Trent Warner, Emily Nachtigall Prepared for: Allison MacKenzieDecember 2014
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    The following isa strategic communications plan targeted toward the recruitment and retention of volunteers at the Literacy for Life Foundation. Literacy for Life is a non-profit, charitable organization that seeks to improve literacy rates across the M.D. of Foothills. This plan was commissioned to provide an analysis of Literacy for Life’s current communications environment and give insight into what the organization can do to become a leader in volunteerism. Research conducted draws attention to Literacy for Life’s current demographic, environment, communications practice, implications and issues. This has allowed for thoughtful selection of appropriate communications strategies to help successfully manage issues, and achieve goals and objectives. The goals of this strategic plan are to increase volunteer recruitment and retention in the coming year, leading toward a large volunteer database for Literacy For Life’s major 2015 event, the Grate Grown-up Spelling Bee. The strategy and approach used for Literacy for Life’s recruitment and retention campaign provides a solid framework for the specific tactics employed to execute the campaign, and will help to make the campaign successful. Literacy for Life’s recruitment and retention campaign will use both proactive public relations strategies from Smith (2013) and best practices for v olunteer recruitment taken from two award-winning CPRS case studies dealing with volunteer recruitment. Moving forward, this triangulated approach will use specific communications tactics to successfully execute the strategies outlines above. Key messages have been composed and written to appeal to the interests of both potential and current volunteers. These key messages are worded in a way that will resonate with the target audience, and encourage them to participate in this rewarding volunteer experience. These messages have also incorporated the idea of skill-based volunteerism, giving the target audience confidence in the idea that they will be completing work that they are passionate about. After carefully selecting the communications approach and message strategies, five key tactics have been selected to help the organization reach its goals and objectives. These tactics include the creation of volunteer handouts outlining the benefits of volunteerism within Literacy for Life, school outreach programs, a promotional video, heightened attention toward traditional media focus, and an improved volunteer advertisement for community databases. These tactics are meant to move the organization to action, and are paired with a schedule of implementation and budget. Lastly, this strategic plan will outline the means by which the results will be evaluated. This will allow for current perceptions to be measured, via specific outputs and outcomes. Evaluation methods will allow for the organization to analyze the extent to which goals and objectives have been met regarding volunteer retention and recruitment for the 2015 season.
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    Environmental Analysis The thirdarea researched included an in-depth analysis of the internal and external environment at LFLF. LFLF’s strengths and weaknesses were determined by looking at information gathered from meetings with staff at the organization, as well as researching other non-profit organizations in the area. The internal analysis showed that LFLF has a small working team, which is challenging because staff have many duties and cannot commit wholly to the communications function. Although LFLF has a small working team, the organization is able to thrive due to a variety of skills and backgrounds. LFLF has a board of governance, which includes a member with a communications background. The external analysis showed that LFLF faces both strengths and weaknesses result- ed from the organization being located in a small town. The strengths include being able to use word-of-mouth as an effective form of communication. The weaknesses include having a large amount of competition for volunteers in the community. An analysis of current strengths, weaknesses, opportunities and threats (SWOT) facing Literacy for Life was completed. For a detailed explanation regarding this analysis, please refer to appendix D.
  • 57.
    As a resultof research regarding target audience, current communication collateral, the environment, trends in volunteerism, strategy and case study analysis, these following recommendations are suggested to position LFLF as a leader in volunteerism within the M.D. of Foothills: • Involve community members in all aspects of the organization • Use word-of-mouth and interpersonal communication to communicate with the community • Utilize existing volunteers to recruit new volunteers from their personal networks • Create events where LFLF can interact with community members and they can be introduced to the organization • Create opportunities for community members to trial LFLF’s services • Utilize physical volunteer sign-up forms at community events and gatherings • Interact with the community on social media and limit social media to two outlets • Survey current volunteers to determine areas for improvement and volunteer motivations • Leverage existing local media partnerships • Create unique content for media to increase LFLF’s messaging Current Volunteers • Current volunteers have had a positive experience with the organization and its staff, but are ready to move on to other experiences or are looking to downgrade their time commitments with the organization. In recommending others to volunteer, they see Literacy for Life’s continued success and help it achieve sustainability while minimizing their personal commitment. Potential Volunteers • Literacy for Life provides volunteers with ongoing training, intergenerational opportunities and flexibility while also providing them with the joy of giving back to the community.
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    Task Management Goal:To develop a tailored volunteer experience that increases the recruitment of volunteers. Objectives • Awareness – To have an effect on the awareness of LFLF as providing a rewarding volunteer experience. Specifically, to maximize comprehension around the benefits of volunteering with potential volunteers from 45 to 60 per cent by January of 2015. • Acceptance – To have an effect on the acceptance that LFLF provides rewarding volunteer experiences. Specifically to increase acceptance with potential volunteers from 30 to 40 per cent from January to April 2015. • Action – To have an effect on the action of potential volunteers in the M.D. of Foothills. Specifically, to increase the number of volunteers with LFLF from 15 to 25 people from April to July 2015. Relationship Goal: To create an immersive and rewarding volunteer experience that retains existing volunteers. Objectives • Awareness – To have an effect on the awareness of the impact that volunteerism at LFLF has on the community. Specifically, to generate awareness with current volunteers from 75 to 85 per cent by January of 2015. • Acceptance – To have an effect on the acceptance of LFLF as a leader in volunteer opportunities. Specifically, to reinforce attitudes with current volunteers about the positive experience provided from 20 to 28 per cent from January to April 2015. • Action – To have an effect on the action of current volunteers to volunteer with LFLF again in 2015. Specifically, to retain 50 per cent of the current volunteer database by July 2015. A positioning statement allows for an organization to seperate itself from competitors. In addition to specific key messaging, a positioning statement should be implemented into the communications material to showcase LFLF’s competitive edge as a non-profit deserving of volunteers. The positioning statement is as follows: LFLF offers a wide range of meaningful volunteer opportunities to community members in the M.D. of Foothills.
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    To effectively recruitand retain volunteers, strategic messaging must be implemented into LFLF’s communication materials. Using processes from Smith, heuristics, and case studies, specific messaging is recommended to motivate volunteer action. Two specific audiences have been identified as the main stakeholders in retaining and recruiting volunteers. This includes both potential and current volunteers. Key Messaging Current Volunteers: 1. Your volunteerism has made a difference in the community, and your skills have directly impacted those who are working to improve their literacy. Proof Points: • The 2014 Grate Groan Up Spelling Bee raised over $27,000 for literacy programs • Funds are used to provide free literacy programs for community members 2. Volunteer duties have been enhanced for the 2015 season to implement skill-based volunteering, allowing you to work in the areas that interest you the most • LFLF has volunteer positions related to communications, accounting, art and design • A commitee organizes the event, and each volunteer is assigned a task that is most meaningful to them. Leadership roles are available 3. Engaging in consistent volunteerism with Literacy for Life is an excellent addition to your resume, and we are committed to providing you with work that will aid in your professional and personal development • The majority of employers see consistent volunteerism as an asset • Members of the media, as well as corporate sponsors, attend our events which offers the ability for our volunteers to network. with other professionals Potential Volunteers: 1. Literacy for Life provides a fulfilling volunteer experience that positively impacts the community. Proof Points: • $27,000 was raised at last year’s Grate Groan Up Spelling Bee, which is allocated toward the enhancement and implementation of effective literacy programs • Volunteers are able to personally connect with clients at LFLF 2. By volunteering at Literacy for Life, you can implement your existing knowledge while adding to your current skillset. • The event organizing commitees allow you to choose the task that resonates with you • Learning coach positions are available, allowing you to gain teaching skills 3. Volunteering with Literacy for Life provides you with the ability to spark new relationships with community members that can be of both a personal and professional benefit • A variety of corporate organizations participate in the Grate Groan Up Spelling Bee, giving our volunteers the ability to network both personally and professionally • Volunteers are involved in each aspect of the organization, meaning that they are personally able to communicate with clients in order to make a larger impact in the community
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    With scarce resourcesboth in terms of personnel hours and funding, LFLF’s budget for communications is tight: LFLF has been given an initial time budget of 27 hours, to be followed by eight to ten hours monthly. The overall financing required for the project will be $192.50. Because of this, the proposed budget has been created in such a way that it can be scaled down to fit LFLF’s resources as they fluctuate over time. The following budget utilizes Smith’s concept of objective-based budgeting where the organization will utilize its resources to implement the tactics integral to achieving its objectives (2013, p.321). To achieve LFLF’s objectives stated previously, this budget model uses tactics according to resource availability. The budget is broken down based on the five major tactics discussed previously. Within each section, costs considered include personnel, production, distribution and materials. The full budget can be seen in appendix F. Program evaluation is one of the most important steps of a strategic communications plan. Through evaluation, LFLF will be able to measure its progress in reaching the established objectives and make changes as necessary before the plan’s end. In the table below, formative evaluation refers to baseline measurements made so that degree of change can be measured. Midpoint evaluation refers to evaluation that will occur through the plan’s implementation to ensure it is working as intended. Finally, the summative evaluation refers to the final evaluation at the completion of the plan’s implementation.
  • 61.
    Pacekids Society Socialmedia marketing presents Pacekids with an opportunity to expand and communicate to its key publics in an efficient and cost-effective way. The implementation of a YouTube channel represents a new platform for Pacekids to reach its organizational goals and develop its current social media platforms. The dynamic and fluid nature of social media requires the employment of content guidelines, policies and an overall well-defined strategy. With a clear strategy in place, Pacekids will be able to effectively increase channel subscriptions, video views, as well as drive traffic between existing social media outlets and toward the organization’s home page. Ultimately, the implementation of this new platform will work to increase Pacekids’online presence as a premier treatment centre for children with special needs. Pacekids can only achieve the stated goals if a target audience is clearly defined. Social media success heavily relies on the ability to communicate with the proper publics in an effective way. Targeting the information seeking audience of families with special needs children and educating them with the proper information on Pacekids’therapeutic programs will ultimately increase traffic towards the platform. If implemented properly, Pacekids can utilize YouTube in the following ways: • Provide links to Pacekids’website as well as current social media outlets • Encourage current Facebook and Twitter followers to subscribe to channel • Increase subscription rate with consistent and relevant uploads • Illustrate Pacekids’mission statement effectively through child success stories • Highlight Pacekids’milestone and promotional events • Effectively communicate with key audience to promote Pacekids and increase program sign-up rates Community Service Learning Project - February 2014 YouTube CommunicationsPlan EXECUTIVESUMMARY The target audience for the Pacekids Programs’YouTube channel portion of the awareness and recruitment campaign is potential families with disabled children who could benefit from the services provided by Pacekids. Potential families are currently an aware public who recognize their situation and understand that potential agencies that can provide assistance exist within the city. Many of these members of the key public get referred to agencies from social workers, physicians and other gatekeepers in the community. TARGETAUDIENCE
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    Action Priority DetailsFrequency Time Increase video views 1 Post videos with key words, promote videos on web page & social media Continuous 30 mins Encourage Channel Subscriptions 1 Viewers will be inclined to subscribe to channel when interesting videos are posted regularly Continuous 30 mins Develop video content plan 1 Decide on posting schedule (weekly, monthly, when applicable, etc.) One time 1 hour Promote channel via existing social media outlets 1 Leverage videos through promotion on Twitter & Facebook when new content is added Continuous 1 - 2 hours • Video Sharing - 1-2 hrs / week • Provide links to Pacekids’website as well as current social media outlets • Encourage current Facebook and Twitter followers to subscribe to channel • Increase subscription rate with consistent and relevant uploads • Illustrate Pacekids’mission statement effectively through child success stories • Highlight Pacekids’milestone and promotional events • Effectively communicate with key audience to promote Pacekids and increase program sign-up rates ACTIONPLAN YOUTUBECHANNELGOALS SOCIALMEDIASTRATEGY For the social media strategy, our team will implement an organizational media tactic in the form of an interactive social media YouTube channel. This YouTube channel will be used to interact with Pacekids’key publics. Videos posted to the channel will help to reinforce the Pacekids know-how and expertise to drive its key publics to action. The channel also aims to drive traffic towards other existing Pacekids social media platforms and its website. Through the integration of Pacekids’web links, key messages and information, the YouTube channel aims to increase awareness, acceptance, and drive action towards Pacekids’therapeutic programs. YouTube provides the capability to interact with key publics in an entertaining and impactful way.
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    INTEGRATION The following pointsprovide suggestions of how to properly and effectively integrate YouTube into Pacekids’existing social media outlets on an ongoing basis. 1. Begin by deciding how often to make posts from Pacekids social media outlets. • Tweets, Facebook posts and YouTube videos should be updated regularly in order to provide new and relevant content. • Develop a content plan. • Will Pacekids be posting high-quality material once per month, or shorter informational bits on a weekly basis? • Likely, Pacekids will want to be consistent with a theme of heartfelt videos. 2. Be prepared to capture special moments on film at any given time. • Have a camera handy in case something video-worthy happens unexpectedly. • Take opportunities to interview anyone visiting the Pacekids facility who as a story. • At events, begin filming even if nothing particular is happening. These videos can be used as fillers and transitional shots in future videos. • The idea is to be prepared to capture content that can be used later. 3. Create an abundance of footage. • It is a good idea to capture an amount of footage that can be edited into numerous clips. 4. Review resources and examine content. • What content does Pacekids already possess which can be used for future videos? • Who is available both internally (employees) and externally (parents or donors) for speaking roles in videos? • Create separate videos which highlight each of Pacekids’programs individually. 5. Promote YouTube videos via Twitter, Facebook, and main Pacekids website • Tweet about new videos. • Post them to Facebook. • Post them to any blogs regarding Pacekids. • Send completed videos out with press releases to bloggers so they have an opportunity to learn more about Pacekids. In order to strategically evaluate the success of the YouTube content, views and video comments will be taken into account. If a specific video gains a significantly higher number of views than others, then that type of content will be deemed most effective. YouTube has a monitoring program built into its design in order to measure views and feedback. This allows for accurate measurements to be analyzed when evaluating the success of the channel. Through an ongoing content analysis of the channel, it is possible to disseminate messages and analyze the effectiveness of the content. Additionally, the size of the audience can be reported and feedback can be given either by comments, or by one-on-one interviews with parents who have been exposed to the YouTube content. The final evaluation will be used by Pacekids to decide how it can allow the channel to be sustainable over a longer time frame. By providing specific measurements regarding the reach of the channel, Pacekids will be able to decide which type of content is the most effective. KEYMETRICS
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    Fortress Mountain SkiResort Social Media Analysis & Strategy - November 2013 Strengths • Facebook presence (0ver 1,000 likes) • Close proximity to the city • New added winter activities to attract new audiences (igloo building, snow shoeing, ice climbing wall) • Transportation services provided to get skiers up to the lodge, and to the ski shop • Evaluate every skier’s abilities and a ski run plan Weaknesses • 6 years of on-going construction (not currently open) • Not communicating end construction dates to skiers • Snow Cat Skiing limits clientele to a very small niche audience • Renovations and construction are costly • Twitter page lacks original content, is just simple linked to Facebook feed Opportunities • Reach out to advanced skiers that would appreciate a less crowded ski hill with more channelling runs • Promotion of tourism for Alberta and skiing • Strong relationship with Travel Alberta • Market to other types of skiers other than advanced • Building relationships with surrounding ski hills through cross promotion Threats • People gravitating to other ski hills • Competition with other ski hills • Not as recognized as other major ski hills • $450 for Snow Cat Skiing per individual • Weather (road conditions) • Gas prices (people having to drive) SWOT Analysis Social Media Analysis Fortress Mountain is currently active on Facebook, Twitter and Youtube, and their website links directly to each of these platforms. Their Facebook page posts a lot of photos of cat skiing and talks about snowfall, but more emphasis should be put on when they are planning to reopen the hill and updates of the construction process. Their Twitter feed is just a repeat of all of their Facebook posts with links back to their page. They should post more original content rather than repeating everything they already stated on other platforms, and should also interact with their followers to increase engagement. There are no replies to followers or retweets, and the automated Facebook posts show that they do not put any effort into their Twitter page, it is just simply there as another social media platform to be on and is not looked after. Their Youtube channel only has 6 videos, 4 of which are just copies of Travel Alberta’s“Remember to Breathe”campaign, so there is only 2 videos with original content. Nothing has been posted for the past year. Their website is poorly designed and appears that is has not been updated for quite some time.
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    Social Media Strategy As once loved ski hill by many Calgarians and others from surrounding areas, the new Fortress Mountain will attract its former skiers as a new and improved ski hill to enjoy with friends and family. The new Fortress Mountain ski hill will provide services and activities to a variety of skiers from advanced skiers to families. Both Snow Cat Skiing for advanced skiers, regular skiing including Blue, Green, and a variety of Black Diamond runs will be available, which will appeal to a wide variety of audiences and potential new customers and position Fortress Mountain as a direct competitor among the elite ski hills in the Alberta area. The social and digital media strategy for the re-opening of Fortress Mountain will incorporate all of these key audiences by creating and disseminating the overall message of Fortress Mountain as a multipurpose ski hill to be used by all skiers. Social Media Tactics - Awareness Building Facebook • To drive awareness partnering with a retail ski and snowboarding company • Using Facebook to create two-way communication with guests. Inviting them to like the page, comment, post pictures • Facebook will be used to let people know what types of activities we offer in addition to skiing and snowboarding • Facebook will be used to launch contests Instagram • Using Instagram to post photos of our runs and the beautiful scenery • Use Instagram to allow guests to post the pictures they capture throughout the day • Contests through Instagram by using certain hashtags on photos taken at the hill • Using Instagram video to capture events and skiers on the hill • Using Instagram to showcase staff and regular skiers Twitter • Twitter will be used to post information about weather conditions • Updates on current information about anything going on at Fortress Mountain • Countdown to the opening of the ski hill • Posting information about any special offers • Posting any information about current promotions and contest YouTube channel • Guests can post their own videos of people skiing and snowboarding on the hill • Targeted videos for the advanced skiers of skiers and snowboarders going off jumps and doing tricks
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    Event Plan Assignment 2014ICAA 2014 AGM Brief - April 2014
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    Event Plan Assignment 2014ICAA 2014 AGM Brief - April 2014
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    Event Plan Assignment 2014ICAA 2014 AGM Brief - April 2014
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    Event Plan Assignment 2014ICAA 2014 AGM Brief - April 2014
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    Event Plan Assignment 2014ICAA 2014 AGM Brief - April 2014
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    September 16, 2012 Forimmediate release NEWS RELEASE MRU Graduate turned major CEO re-visits Mount Royal CALGARY – September 16 – On Thursday, September 20, Colleen Abdoulah will be on campus at Mount Royal University (MRU) to receive the Liftetime Achievement Award at MRU’s annual Legacy Awards. Abdoulah graduated from MRU in 1979 with a degree in public relations. Today she is an accomplished businessperson, being the first woman to run one of a top five cable-operating company in the U.S. As the CEO of cable, Internet and telephone company, Wide Open West (WOW), Abdoulah lead the company to earn 14 J.D. Power and Associates awards for customer satisfaction. She is also a humanitarian who strives to help others by actively engaging as a board member on non-profit organization the Rocky Mountain Children’s Law Center and also by donating 30 per cent of her own income to charity. Abdoulah’s immense achievements in her business career and the positive impact she has had on others through her charity work and donation make her more than deserving of the Lifetime Achievement Award. “I am thrilled to be coming back to see the University – to speak ... and to have fun at the awards ceremony. I am crazy excited to have my family and friends with me at the event as well. I just feel like I can’t say thank you enough for my blessings. I am very fortunate,”said Abdoulah. Abdoulah is a remarkable role model for the students of MRU by showcasing the rewards of compassion and hard work. From 11 a.m. until noon on Thursday Abdoulah will be present in EA1031 to speak with students and faculty. For more information, please contact: Emily Nachtigall Second year Public Relations student, MRU 1 403 828 6362, enach144@mymru.ca -30-
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    Canadian Public RelationsResearch Foundation January 28, 2013 For immediate release NEWS RELEASE Former editor of Calgary Journal speaks of the future in media relations TORONTO – January 28 – The Canadian Public Relations Research Foundation (CPRRF) held their tenth annual media relations conference this past Saturday, Jan. 26, uniting professionals working in the media for conversation about the future of media relations in their fields. Christine Ramos, one of the key speakers at the conference provided a vision of the future of media relations through the lens of a journalist and editor. Ramos is a former writer, section editor, and co-editor and chief for the Calgary Journal who is now working as a technical freelance writer. The importance of online presence through social media in the future of media relations was a topic of discussion.“Breaking the news has become a race between civilian journalists, bloggers and other news sources,”said Ramos,“there are so many platforms and people communicating messages that it becomes more competitive, and these social media spheres will only continue to grow in size and importance.” Ramos explained that in the midst of this social media revolution, media relations professionals need to remember that“People are you’re best tool. Establishing a sense personability, some type of connection besides the fact that PR and journalists are making a business transaction in the form of trading information.” Over 500 influential people in the Canadian media community attend the CPRF media relations conference every year to strengthen relationships between public relations professionals and journalists, with the goal of providing truth to Canadians through the media. The CPRRF was founded in 1987 in Toronto by a group of public relations professionals in order to strengthen the Canadian communications community by providing a foundation of knowledge of the profession. For more information, please contact: Emily Nachtigall, Media Relations DIrector 1 416 738 9944, emilynachtigall@CPRRF.org -30-
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    Motor Geniuses February 22,2013 For immediate release NEWS RELEASE MG announces recall on Canadian MG and Catillac Vehicles 
 OTTAWA – MG Canada will be holding a press conference to announce a recall Tuesday, April 2, for 22,000 2013 MG Sedona and Catillac Escapade models. The models are at risk of rolling away because of a broken lock in the steering column or a faulty parking break, confirmed by the Canadian Vehicle Safety Administration.
 “Our main concern is the safety of our customers,”said MG’s CEO Bob Smith. “You can trust we are taking this issue very seriously and are taking all precautions to ensure the safety of our customers is not compromised in the future.” The recall process will begin on April 3, testing each vehicle for both possible defective parts and replacing the pieces if necessary. Owners will be supplied with rental car service or public transport aid while vehicles are being fixed. MG was founded in 1908 and is Canada’s oldest and largest car company. Employing over 23,000 Canadians, MG is committed to providing customers with the best-made vehicles in Canada. For more information visit www.mg.ca or contact your local dealership. For more information, contact: Emily Nachtigall, Media Relations Director 613-987-3949 enachtigall@mg.ca -30-
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    Undergraduate Thesis The Ethicsof CSR In Professional Sport: An Analysis of Professional Hockey CSR Programs
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    THE ETHICS OFCSR IN PROFESSIONAL SPORT: An Analysis of Professional Hockey CSR Programs To what extent do CSR campaigns need to reflect organizational culture in professional sports? RESEARCH Q: VS. HITMEN FIGHT CANCER TEAM GIORDANO IMPLICATIONS: • high media scrutiny = high expectations of community involvment • atheletes = brand ambassadors of campaigns & public figures • social media = atheletes online actions affect CSR campaigns Hitmen Fight Cancer Campaign • School outreach program launched by Calgary Flames captain, Mark Giordano & his wife • Promotes physical fitness, academics, healthy lifestyles, leadership development, community involvement & positive behavior in local schools • Includes a mentorship program integrated with the core success factors in hockey to help kids • Aligns with the mission of the Calgary Flames organization: “to ensure that the team would have a positive impact on the quality of life in Southern Alberta” • partnership with Canadian Breast Cancer Foundation for 7 years • annual home game at the end of October is main support (Breast Cancer awareness month) • Hitmen players wear the original jersey of the team, pink jerseys that are auctioned off after • Original jerseys are not pink in colour because to support breast cancer, this evolved after • Organization is at risk for being accused of “pink-washing” due to male-dominated internal structure in management & team aspects PINK-WASHING: CASE ANALYSISCSR IN THE PROFESSIONAL SPORT INDUSTRY “A company or organization that claims to care about breast cancer by promoting a pink ribbon product, but at the same time produces, makes or sells products that are linked to the disease ” CONCLUSIONS: • Current literature suggests that successful CSR programs reflect internal culture and that ethics need to be woven into the cultural fabric of the organization that flows through the values of every employee RECOMMENDATIONS: Due to the male-dominated internal structure of professional hockey teams and the link between feminist activism and breast cancer support results in an increased possibility for sports teams to be accused of pink-washing. • Awareness of pink washing as a public relations threat for professional sports teams engaging in breast cancer support • The need for internal culture, values and mission to be integrated into CSR programs Team Giordano Program
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    Earls Restaurant Facebook Twitter Instagram Graphic Design Marketing Manager
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    Graphic Design Earls SocialMedia Poster - March 2013 Follow @Earls16thAve www.facebook.com/ Earls16thAve @Earls16thAve Us . . .
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    Graphic Design Event Poster& Table Cards - December 2013 A Gatsby New Years Eve at Earls 16th Avenue Featured Drinks White Peach Bellini - $5 Earls Old Fashioned - $10 Whiskey Smash - $ 7.75