UGA Miracle Media Kit by Brian Baker

Media Kit April 2015

Izabella Zucker Espina - W - 12:20

Table of Contents Memo …………………………………………….……………2 Fact Sheet: What is UGA Miracle? …………….……..…......5 Fact Sheet: What is Children’s Healthcare of Atlanta? …..….8 Backgrounder: A Walk Through 20 Years ……..…….........11 Impact Statement: Why Our Funds Matter ………..………13 Persuasive Letter ............................................................15 Announcement News Release: Making the Miracle ..........17 Media List .......................................................................20 Feature Story: Giving “Normal” Back ……….…..………….23 Social Media Promotion Copy ……………………………26

To: UGA Miracle Public Relations Chair From: Izabella Zucker Date: April 27, 2015 Subject: UGA Miracle Media Kit The media kit for UGA Miracle will focus on the year-long recruitment efforts of the organization. The core aims of this campaign are to expand upon UGA Miracle’s wellknown reputation on campus, break from the stereotype of a large organization that only caters to Greeks, and to ensure that every potential member feels as valued as they truly are. Goal: Strengthen UGA Miracle’s reputation as the best philanthropy on campus. • Objective: To increase number of participants enrolled in the new member “Making the Miracle” program by 75 percent (compare numbers in September 2015 to September 2014). Goal: Reposition UGA Miracle as inclusive, rather than exclusively for Greek life students. • Objective: To increase registration among non-Greek life students by 35 percent (compare numbers in February 2016 to February 2015). Goal: Empower every member of UGA Miracle to reach his or her fullest potential. • Objective: To challenge every member to exceed his or her fundraising goal by 25 percent by the end of Dance Marathon 2016. To accomplish these goals, the follow key messages will be embedded throughout the entire media kit: 1. 2. 3. 4.

UGA Miracle treats you as more than a number. You will become family as a part of UGA Miracle. You will positively impact a child’s life through UGA Miracle. You’ll never have more fun reaching your fullest potential.

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Each piece of the media kit will showcase at least one of these key messages and contribute to the realization of the aforementioned goals. •

Fact Sheet 1: What is UGA Miracle? o All key messages o This will work to erode the exclusivity stigma that is attached to UGA Miracle’s name by detailing what the organization is truly about. It will also bolster UGA Miracle’s reputation.

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Fact Sheet 2: What is Children’s Healthcare of Atlanta? o Key message 3 and 4 o This will allow audiences to learn more about the cause and make relevant personal connections to the hospitals that UGA Miracle benefits, thus deepening their connection to the organization. Backgrounder: A Walk Through 20 Years o Key message 1, 2 and 4 o UGA Miracle just celebrated its 20th year on campus. This piece will highlight the historic accomplishments of the organization and will ensure that UGA Miracle is even more reputable and respected. Impact Statement: Why Our Funds Matter o Key message 3 o This piece will detail the specific equipment and medical services that UGA Miracle’s funds have provided over the years. The statistics will shine in this piece and motivate members to give their all to the cause. Persuasive Letter: It’s Possible, With You o Key message 3 and 4 o This message will aim to ignite the potential within UGA Miracle’s members and empower them to exceed their set fundraising goals. This will unify the organization. Announcement News Release: Making the Miracle o All key messages o This will inform audiences of UGA Miracle’s specialized program for new members. The Making the Miracle program aims to accomplish all three outlined goals.

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Media List o Key message 1, 2 and 4 o The strategic targeting to specific media outlets will ensure that UGA Miracle’s recruitment efforts are spread through the most influential and appropriate channels. Feature Newsletter Story: You Give Kids Normal Back o Key message 3 o This piece will showcase the Ritter family’s story. Thompson Ritter, 18, has spent months at Children’s Healthcare of Atlanta and has been a “Miracle child” for several years. Ritter’s story is one that resonates with a wide audience and will contribute to the realization of all three goals. Anyone can buy into the cause when it benefits families like Thompson’s. Social Media Promotion Copy o All key messages o This week of Facebook posts will be implemented in the high-energy awareness week leading up to the first Making the Miracle session.

The media kit will educate new and potential members of UGA Miracle and engage them in the cause, Children’s Healthcare of Atlanta. It will echo UGA Miracle’s core values of compassion, integrity, excellence and fun. I look forward to making 2015-2016 UGA Miracle’s most successful year to date! Sincerely,

Izabella Zucker izucker@uga.edu

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Fact Sheet

What is UGA Miracle? By definition, UGA Miracle is a student-run nonprofit organization that benefits Children’s Healthcare of Atlanta, a branch of Children’s Miracle Network Hospitals nationwide. It serves as the official philanthropy for Greek life at the University of Georgia. What is really is, is a family. UGA Miracle operates as a family in the way that it returns “normal” and happiness back to families who may not always have it. In the way that it provides a loving and empowering community to every single member. In the way that it unites the campus toward its cause. In the way that it serves a greater purpose together than it ever could alone. This organization is nothing without the family that lives throughout its entirety. History: Since 1995, UGA Miracle has donated $4.7 million to CHOA and consistently exceeded expectations for what a group of college students can accomplish for their community. In 2008, the organization changed its name from “Dance Marathon at UGA” to “UGA Miracle,” catalyzing a successful campus re-brand. In the last three years, UGA has experienced exponential financial growth, raising more than $346,000 in 2013, $507,000 in 2014, and $683,000 this past February. Membership has steadily increased each year, climbing to more than 1,600 members this past year. Mission: The mission of UGA Miracle unifies the organization and guides every goal, decision and action. It keeps every member focused on its true purpose– saving kids’ lives and impacting the community. Three pillars uphold its mission: •

To Champion Our Families: Each year, UGA Miracle sponsors more than 60 families who have fought, or are still fighting, life-threatening battles at Children’s Healthcare of Atlanta. UGA Miracle is dedicated to serving these families through unyielding compassion, support and encouragement.

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To Support Our Hospital: Financially, UGA Miracle’s funds benefit the Comprehensive Inpatient Rehabilitation Unit at Scottish Rite Hospital of CHOA. Furthermore, the organization provides emotional support to the patients and staff of the CIRU through weekly visits. -more-

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To Engage Our Campus: Relationships power the organization. UGA Miracle provides meaningful experiences and friendships to every student, faculty member and local businessperson, so that it may empower its community toward a common cause.

Values: The values of UGA Miracle serve as the foundation of the organization’s unique culture. They provide the depth, the “how,” to the mission statement. They center and ground every member. •

Compassion: We are an organization rooted in selflessness. We serve others with the utmost love and understanding.

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Excellence: We reject complacency. We work with passion or not at all. We dream big, mobilize our vision, and exceed expectations.

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Integrity: We do what is right, not what is easy. We operate byway of honesty, transparency and authenticity. We reflect CHOA and the University of Georgia with the utmost positive image.

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Fun: We make history and we have an absolute blast doing it. Our time together as an organization is spent enjoying one another’s company and harvesting the joy that comes with working toward a common cause.

Dance Marathon: Dance Marathon, a 24-hour event held at the Tate Student Center each February, serves as the annual capstone event that celebrates the organization’s efforts to support CHOA. During this dynamic event, attendees hear Miracle families share their stories on stage, enjoy performance acts, group activities (like running on the field in Sanford Stadium!) and participate in fundraising challenges. Opportunities for Student Involvement: UGA Miracle offers a variety of ways to get involved that meet every student’s desired level of commitment. There’s a home for everyone in the UGA Miracle family. •

Making the Miracle: This specialized program is designed for new members of the organization. This weekly program educates, excites and empowers our members while they find their niche within our organization. -more-

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Miracle Maker: This capacity offers the most flexibility. Members may come to as many or as few events as they’d like and have a fundraising goal of $300.

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Committee Member: UGA Miracle offers 11 committees that entail a wide range of responsibilities. These members have an increased level of leadership and commitment and a fundraising goal of $400.

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Committee Lead: This unique position works closely with the Executive Board to be influential in the tone and activities of their committees. These tirelessly passionate members have a fundraising goal of $500.

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Color Group Captain: Captains work with the Campus Relations team to engage and equip Miracle Makers to know more fully what UGA Miracle is as an organization and a family. Their fundraising goal is $750.

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Executive Board: The highest level of commitment, Executive Board members devote their all to this cause. Organizational strategies are planned, developed and mobilized from this position to provide an unforgettable experience for every member of the organization. Board members have a minimum fundraising goal of $1,000.

Contact: Executive Director, Izabella Zucker- izabellazucker@gmail.com Public Relations Chair, Emily Giglio- emily.giglio17@gmail.com ugamiracle@gmail.com 153 Tate Student Center Athens, GA 30602 UGA Miracle is a 501(c)(3) qualified organization.

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Fact Sheet

What is Children’s Healthcare of Atlanta? Children’s Healthcare Atlanta, a network of nonprofit children’s medical facilities, is the largest pediatric healthcare provider in the state of Georgia and one of the largest clinical care providers in the country. It is also the largest Medicaid provider in the state, with more than 55 percent of its patients Medicaid-insured. CHOA’s patients range from pre-mature infants through 21-year olds, treating everything from broken bones to complex cancers to life threatening heart conditions. Not once has CHOA turned a patient away due a family’s inability to pay and every child receives the same quality of care. In fact, they don’t even ask for paperwork until the patient has seen a doctor and been treated. CHOA holds a strong passion to ensure that all children– and their entire family– have access to the specialized care they need. History: In 1915, CHOA began with 20 hospital beds in two cottages in Decatur, Georgia. In 1998, Egleston Children’s Healthcare System and Scottish Rite Medical Center merged to form Children’s Healthcare of Atlanta with a single priority of familycentered care. In 1999, Hope and Will, the colorful boy and girl logo, came to life as a representation of the hopeful attitude and strong will of the entire CHOA family. In 2006, CHOA adopted Hughes Spalding Children’s Hospital. Now, one century later, CHOA services three outstanding hospitals, 20 neighborhood locations and more than 850,000 patient visits per year. Mission: To make kids better today and healthier tomorrow. Vision: Best care…healthier kids. Values: Care about people, passionate about kids, dedicated to better. Locations: Children’s Healthcare of Atlanta offers facilities across the state of Georgia. It services three main hospitals: Children’s at Egleston, Children’s at Scottish Rite and Children’s at Hughes Spalding. It also maintains more than 20 neighborhood locations throughout metro Atlanta to make their services more convenient for families. These facilities include the Marcus Autism Center, five Urgent Care centers and facilities that offer primary care, sports medicine, rehabilitation and surgical services.

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Comprehensive Inpatient Rehabilitation Unit: The CIRU at Scottish Rite Hospital addresses patientsâ&#x20AC;&#x2122; needs after traumatic and life-altering injury or illness and is one of the largest inpatient rehabilitation facilities in the country with 28 staffed beds. Patients recover from a variety of issues such as brain injuries, spinal cord injuries, cardiac complications, burns and more. Services include physical and occupational therapy, speech-language pathology, audiology, physiatry, music therapy, advanced technology and robotic rehabilitation, adaptive sports, vocational rehabilitation, counseling and more. Employees: 8,700+ Volunteers: 6,500+ Physicians: 1,800 Patients: 365,000+ from all 159 counties in Georgia and beyond Patient visits: 877,000+ Emergency department visits: 220,000+ Staffed beds: 532 Active Research Studies: 7,000 in 28 specialty areas Community benefit: $146 million in 2014 Cost to operate CHOA per day: $2.5 million Key Executives: Donna Hyland, President and CEO of CHOA Ruth Fowler, CFO Allana Cummings, CIO Patrick Frias, COO

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Contact: Children’s at Egleston 404-785-6000 1405 Clifton Road NE Atlanta, GA 30322 Children’s at Scottish Rite 404-785-5252 1001 Johnson Ferry Road NE Atlanta, GA 30342 Children’s at Hughes Spalding 404-785-9500 35 Jesse Hill Jr. Drive SE Atlanta, GA 30303 Children’s Office Park 404-785-4483 1600 Tullie Circle NE Atlanta, GA 30329

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Backgrounder

A Walk Through 20 Years Since its inaugural year on campus in 1995, UGA Miracle has been shaping the Athens and surrounding communities through its tireless and passionate pursuit to serve Children’s Healthcare of Atlanta. While our numbers and reach have grown, we remain true to whom we are– a family that provides a loving and empowering community to every member. We empower the dreamers and equip the doers to make the most of their college experience by positively impacting the life of a child. The Early Years In the spring of 1995, Children’s Miracle Network Hospitals approached the University of Georgia’s Greek Life Office to establish a Dance Marathon program at the school. In its inaugural year, Dance Marathon at UGA raised more than $20,000 with less than 300 members. By 1998, the organization climbed to a fundraising total of more than $55,000. Just one year later, the group hit six figures and raised $100,000. Rising Success The rapid growth continued for the next two years, with Dance Marathon at UGA breaking $150,000 in 2001. In 2002, the organization won the Student Organization Achievement and Recognition Award for Outstanding Campus Event for its outstanding Dance Marathon. Just two years later, the group broke $200,000 and brought home its second Outstanding Campus Event award. By 2006, Dance Marathon at UGA broke $250,000 and received its first Organization of the Year Award. At the national Dance Marathon Leadership Conference that summer, Dance Marathon at UGA was nationally recognized for its exceptional letter writing campaign. The momentum continued to shatter records year after year and saw the organization break $300,000 by 2007. New Name, Same Cause By 2008, the organization had outgrown its name and began the search for a more all-encompassing title. Thus, UGA Miracle was born. The re-brand sought to expand the organization’s horizon– and other’s perceptions– beyond just Dance Marathon. At this point in its history, UGA Miracle officially championed 28 Miracle families and moved its operations to UGA’s new Tate Student Center.

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Even amidst the nation’s severe economic crisis, a new financial reporting system and thus, a reduced fundraising total, the group brought home two more Organization of the Year awards in 2010 and 2011.This widespread success solidified the strength of the Miracle family and its commitment to operating as more than just a number. At this time of maturity, the Miracle family grew to more than 1,000 members. Upward and Onward The financial spark was re-ignited in 2012 when the fundraising total jumped $100,000 to more than $321,000. Alumni became a priority with the establishment of the Alumni Connection, extending the Miracle family long past graduation. The national recognition continued as the group took home two awards at DMLC for most improved Dance Marathon and best website, also winning Outstanding Service to the Community at UGA’s SOAR awards. In 2013 the organization had grown to champion 40 Miracle families, more than 1,200 members, and received two more national awards at DMLC. The following year saw unprecedented growth– a whopping $507,000 fundraising total. The fall of 2014 invited large institutional change with the establishment of Making the Miracle, an educational program for new members. The combination of this innovative program, 64 Miracle families, and more than 1,600 members led the organization to its highest fundraising total yet– $683,000 raised by February 2015. After 20 years, UGA Miracle has proudly spent 500 hours at Dance Marathon and raised more than $4.7 million for Children’s Healthcare of Atlanta. No other student organization at UGA holds such an impressive record. Looking Forward Now embarking on its 21st year on campus, UGA Miracle holds a wealth of accomplishments to be proud of, but even more to look forward to. A specialized program for underclassmen is underway, record high goals have been set, and a national re-brand has sparked a new era for the organization. Through it all, the mission and values of the organization remain true. Whether unified as 16 or unified as 1,6000, our commitment to CHOA, our families and one another stands unfaltering. As our numbers rise, so do other’s expectations– and we are more equipped than ever to exceed them.

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Impact Statement

Why Our Funds Matter The Issue Children are different than adults. They need specialized care, adapted technologies and modified medicines. They require specially trained doctors, nurses, counselors– a full team who can understand their perspective and empathize with the entire family. Every child deserves this specialized, equal treatment no matter what. Children’s Healthcare of Atlanta provides quality care to every single patient who walks through their doors, regardless of a family’s financial circumstance. To provide such a service, Children’s relies heavily on donations to sustain their operations and continue saving kids’ lives. While Children’s provides exceptional service throughout the entire span of a child’s medical treatment, not every family returns back to a 100 percent normal daily life. Their lives may be riddled with lingering medical conditions, deficiencies or therapies. UGA Miracle expands CHOA’s care by partnering with families long past doctors visits. UGA Miracle is committed not only to every hospital admission, but to every soccer game, swim meet and birthday party for years to come. The Action Over the years, UGA Miracle has had the privilege of working tirelessly to serve the Comprehensive Inpatient Rehabilitation Unit of CHOA and ensuring that its patients receive the highest quality of care possible. Foremost, UGA Miracle is a fundraising organization. We fundraise on a variety of platforms, but focus mostly on individual members’ fundraising totals. Depending on the level of involvement, individuals set personal fundraising goals and are constantly challenged and encouraged to exceed them. Nearly 75 percent of our grand fundraising total is raised by individual members. In February 2015, the median committee member’s fundraising total was $550, our highest record yet. Significant fundraising efforts are made through our special events, which include a fall benefit concert at the Georgia Theatre, a tour of sorority and fraternity homes down Milledge Avenue, a 5k race through campus and more. This past year, UGA Miracle’s special events raised more than $30,000. UGA Miracle also pursues corporate sponsorships and fundraisers with local high schools located in the Athens and Atlanta areas, which brought in an impressive $35,000 this past year. In total, UGA Miracle raised more than $683,000– a record-breaking total– for CHOA during the 2014-2015 school year. -more-

While its financial track record is impressive, UGA Miracle believes in more than just a number. We support our hospital not just financially, but by spreading awareness for the medical services of CHOA throughout our entire campus. We support our hospital by proliferating joy and positivity to its patients and staff each time we visit the hospital. We support our cause by adopting Miracle families as our own, giving up our Friday and Saturday nights to attend birthday parties and school plays– not because we have to, but because we want to. The Impact UGA Miracle has provided countless enhancements to the CIRU at Scottish Rite and beyond. Our impact has grown so significantly that Children’s now factors in UGA Miracle’s donations into their annual budget. They hold so much confidence in this group of college students that they comfortably rely on our funds to run their hospital. Thanks to this year’s efforts, UGA Miracle has proudly provided the CIRU with a new addition to its fleet of medical transport vans, which provide safe, comfortable transit for its patients. Patient rooms now feature state-of-the-art lift systems above patients’ beds that allow for more comfortable transitions in and out of bed. Our funds support CHOA’s annual Rehab Reunion, where past and current patients of the CIRU gather in the fall to celebrate all they have accomplished in their recovery. Our efforts also fund Camp Crazy Legs, an overnight summer camp for children with Spina Bifida. In addition to impacting our generation of children and teens, UGA Miracle impacts future generations of doctors. Our funds support CHOA’s Physiatry Fellowship, a training program for rehabilitation physicians. This rare program relies on our abundant support, as there are less than 150 pediatric rehabilitation physicians in the country. Children’s Healthcare of Atlanta estimates that it costs approximately $25,000 to save a child’s life. This means that in its 20 years of existence and $4.7 million raised, UGA Miracle has saved 188 children’s lives. There is no ceiling on our potential as an organization, and thus no limit to what we can achieve for our cause. With a passion as fervent as ours, the miracles are simply limitless.

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Persuasive Letter Dear Miracle Maker, Right now, there’s a world waiting to tell you that you can’t. You’ve got cerebral palsy so you can’t play soccer. You’ve got Down’s syndrome so you can’t be a model. You’re just a college student, you can’t make that big of an impact. Today, I invite you to make a lifelong promise to yourself: never accept another “I can’t.” Know in every fiber of your being that you not only can, but you are. You are enough. You are capable. You will exceed any expectation cast upon you. Simply by joining UGA Miracle, you’ve already taken a monumental leap toward something big. It’s bigger than you and it’s bigger than this campus. By joining this family, you are bettering another’s. Childhoods have been restored because of you. Many point to you, me and the organization we serve and tell us that we can’t. We can’t possibly beat last year’s fundraising total of $683,000. We certainly can’t do so in less than one year. What we’re trying to achieve is what many label impossible. I’m here to tell you that it is. That we can. That we are. But none of this can be accomplished alone. UGA Miracle needs you now more than ever. We need your tenacity, your passion, your selfless drive. Today, I invite you to accept this challenge: reexamine your fundraising goal and raise it until you almost think, “I can’t.” Raise it to the point where others vocalize their skepticism. Let your dreams trigger their doubts. Most of all let your conviction topple their disbelief. Raising your fundraising total has never been easier. UGA Miracle boasts an unwavering support system ready to equip you with the tools you need and the encouragement you deserve. The best part is, you can start right now. That cup of coffee you bought at Jittery Joe’s this morning? Brew a cup at home and donate that $3 to your (or a friend’s) total. That Friday night you spent with Netflix? Spend it downtown canning with a group of friends. Heck, put down this letter, pick up the phone and call your parents to tell them how you’re so passionate about our cause that you just upped your fundraising goal. They’ll be too proud to keep their checkbooks to themselves. -more-

We are the only ones who can limit our potential. We’re also the only ones who can unleash it. For a more thorough fundraising guide, visit www.ugamiracle.org/fundraising. We’re not guaranteeing that fundraising will be easy. Nothing worthwhile ever is. But can you imagine a world where everyone accepts what’s easiest? What’s expected? Could you imagine a hospital where doctors tell their patients that they’re hopeless? That their illnesses define their capabilities? That they just simply…can’t? What’s worse than saying those words is believing them. If at any moment you begin to feel that you can’t, that the expectations are beyond your reach, take a step back and remember what you’re a part of. You’re a part of an organization that returns childhoods back to families, that dreams boldly, that constantly redefines what is possible from a group of college students. You, right now, are shaping a world that may never again tell a child, “You can’t.” What greater purpose exists than that? For the Kids,

Izabella Zucker Executive Director, UGA Miracle ugamiracle@gmail.com

UGA Miracle Benefitting Children’s Healthcare of Atlanta 153 Tate Student Center – Athens, Georgia 30602 NEWS RELEASE FOR IMMEDIATE RELEASE April 27, 2015

Contact: Emily Giglio Public Relations Chair, UGA Miracle 706-206-8708 emily.giglio17@gmail.com

UGA Miracle unveils new and improved Making the Miracle ATHENS, Ga.– The future has never looked brighter for prospective members of UGA Miracle1. Earlier this week, the organization unveiled plans for its sophomore year of Making the Miracle2, a new member educational program set to begin early next fall. UGA Miracle genuinely wants what is best for every student at the University of Georgia, whether they find their home in the Miracle family or another’s. Making the Miracle is a byproduct of such intent. The three-week program grants students the opportunity to test drive being a member of UGA Miracle before fully committing. They gain an in-depth, holistic look at the organization– what it is, what it does and how it does it– before they’re even asked to pay the $20 membership fee. It is UGA Miracle’s vision that every member who completes the program finds his or her niche within the organization. No other group on campus provides such a welcoming, non-committal environment for new members.

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“Last year, we took a leap of faith implementing this brand new program,” said Ryan Garrahan, co-founder of Making the Miracle. “We were blown away by the volume and positive reception.” This year’s Making the Miracle promises an improved, more all-encompassing experience. New members can look forward to connecting with Miracle families and Children’s Healthcare of Atlanta3 staff, while also networking with Athens business professionals and UGA faculty. Members will learn practical skills and gain valuable leadership development that they can apply both within and beyond Miracle. In addition an enhanced curriculum, the new program offers some major structural changes for the organization moving forward. “We’d like to extend the program to last not just three weeks, but all the way up to Dance Marathon,” said Alex Reinecke, Director of Making the Miracle. “Our members are the most excited and engaged when they’re in this program. It’d be a disservice to them to cut it short.” In the past, new members have faced two choices for involvement: apply for a committee or remain a Miracle Maker. Due to increased competitiveness and higher retention rates, fewer and fewer new members receive the opportunity to serve on a committee as an underclassman. For years, this meant hundreds of members with enormous motivation but no outlet to unleash it.

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That changes this year. Finally, members seeking to learn, give and do more can enjoy an institution where their passions and abilities will flourish. After the initial three weeks, members can choose to further their involvement by applying for a committee or continuing with weekly Making the Miracle sessions. They can also choose to remain a Miracle Maker, the least intensive and most flexible level of involvement. Prospective members can mark their calendars for Sept. 9 at 6:30 p.m., the debut session of Making the Miracle. Until then, learn more about the program by visiting www.ugamiracle.org/makingthemiracle.

Appendix: 1- www.ugamiracle.org 2- www.ugamiracle/org/makingthemiracle 3- http://www.choa.org

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Media List UGA Miracle’s goals of strengthening its brand recognition and reputation, diversifying its recruitment efforts and empowering its members are all accomplished on campus. Thus, the campaign’s messages are best proliferated to a variety of student organizations through campus and local media outlets. Publication The Chapel Bell

Category Newsletter

Contact Name Jessie Blaeser

Contact Info jblaeser@uga.edu 770-455-2345

Grady Newsource

Digital News

Kynlea Brantley

Broadcast The Red & Black

Newspaper

brantleyk@uga.edu 678-443-1097

Nicole Hartin

nicole.hartin@gmail.com 706-356-8923

UGA Today

Online newspaper

Stan Jackson

sjackson3@gmail.com 706-878-4434

UGA Alumni

Blog

Meredith Johnson

Association

mgurley@uga.edu Johnson: 404-814-8820 Office: 706-542-2251

Why The Chapel Bell? TCB is a positive press publication at UGA. Its mission is to create and distribute a campus-wide publication that inspires students toward action and promotes positive ideas on campus and beyond. By focusing on the accomplishments of students, faculty and community leaders, TCB’s content empowers students to reach their full potential and enact positive change. Its mission aligns seamlessly with the mission of UGA Miracle’s campaign. Why Jessie? Jessie covered Dance Marathon in February 2014 and already has established connections to our cause. Continual pieces on UGA Miracle could serve as a progress report, an ongoing series that follows our journey as an organization year after year.

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Why Grady Newsource? Grady Newsource is a student news organization within Grady College. As a fellow student organization on campus, coverage of UGA Miracle would further UGA Miracle’s mission of engaging the campus by creating a mutually beneficial relationship. Grady Newsource reports across the state of Georgia, but devotes a specific segment to UGA News. Why Kynlea Brantley? Kynlea reported on Dance Marathon this past February, a piece that Grady Newsource featured as a top story. The article covered Dance Marathon and several Miracle family stories. –––––––––––––––––––––––––––––––––––––––– Why The Red & Black? The Red & Black is an independent nonprofit organization and circulates the largest college newspaper in Georgia. It allots a specific segment to student organizations on UGA’s campus. Why Nicole Hartin? Nicole covered Dance Marathon 2015 at the end of February. For years, The Red & Black has published UGA Miracle’s progress as an organization. The organizations’ long-standing relationship is an asset to UGA Miracle as it expands its reach across campus. –––––––––––––––––––––––––––––––––––––––– Why UGA Today? UGA Today is a publication on behalf of the Public Affairs News Service Office of UGA. It devotes specific attention to university events, honors and awards, and UGA news. Its content reaches students and faculty through its website, www.news.uga.edu, and through UGA Student Affairs’ website and email listserv. -more-

Why Stan Jackson? Stan covered UGA Miracle’s most recent year of accomplishments in late February. He also covered the Student Organization Achievement and Recognition Awards, where UGA Miracle received an award for best organizational collaboration. –––––––––––––––––––––––––––––––––––––––– Why the UGA Alumni Association? The UGA Alumni Association supports the academic excellence, best interests and traditions of the university and its more than 283,000 alumni worldwide. While the blog spotlights the successes of alumni beyond UGA, it also highlights major accomplishments and changes happening at the university. Alumni of not only UGA but of UGA Miracle would benefit from knowing how the organization has grown and shaped their campus. Why Meredith Johnson? The UGA Alumni Association has never published a blog post about UGA Miracle. Meredith Johnson currently serves as the Executive Director of the UGA Alumni Association and could direct UGA Miracle’s public relations team to a more specific contact. This untapped outlet will enhance UGA Miracle’s reputation as a successful and established organization. Reading about the organization’s impressive and historic accomplishments would evoke pride from any UGA alumnus. A relationship with the UGA Alumni Association would add a new dimension to UGA Miracle’s mission of engaging the campus.

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Feature

Giving Normal Back As a quad-sport high school athlete, Thompson Ritter understood the word “routine.” Alarm clock. Practice. School bus. Class. Practice. Homework. Repeat. When it came time for his annual physical, the routine shifted when doctors diagnosed him with scoliosis. This minor setback didn’t keep Thompson out of the game. Sports were his ultimate motivation, and nothing could knock him off the pitcher’s mound. But then the pain got worse. Thompson’s parents brought him to the doctors at Children’s at Scottish Rite in November 2010. “The pain he felt was out of proportion to what we typically see with scoliosis,” said Dennis P. Devito, M.D., Pediatric Orthopaedic Surgeon. “The pain Thompson was experiencing was a red flag.” An MRI revealed a massive tumor– more than 12 inches– along Thompson’s spinal cord. He was immediately admitted to Scottish Rite where Dr. Barun Brahma performed a nine-hour surgery to remove 90 percent of the tumor. Due to the tumor’s colossal size, the surgery’s risk lied in the potential neurological problems that could be caused by damage during the operation. -more-

When he woke up, Thompson temporarily lost feeling in his right leg and was unable to walk. Doctors told Thompson that he would eventually regain his ability after many weeks of intensive therapy. Seven days later, Thompson walked out of the hospital. He played baseball that spring. “The first time that I walked I only took three, four or give steps, but to them, and to me, that was a big accomplishment,” said Thompson of his initial recovery. Thompson underwent an additional corrective surgery one year later and once again returned to the diamond that spring. It wasn’t until two years later, in May of 2013, that he faced another strike. Another MRI revealed what no one wanted to see– the tumor had grown back to its original size. Dr. Brahma performed two intensive surgeries, just four days apart, to successfully remove the entire tumor. “They had done their job with the surgery,” said Thompson. “And it was time for me to do my job.” Following surgery, Thompson spent a month in the Comprehensive Rehabilitation Unit of Scottish Rite, completing hours of physical therapy a day. “Every day I wanted to go to rehab. Physical therapy was my way to play in the hospital,” said Thompson. “They work miracles up there on that third floor,” said Jennifer Ritter, Thompson’s mother. -more-

It was on that third floor where Thompson first learned of UGA Miracle, the largest annual donor to the CIRU. Jennifer contacted UGA Miracle about how to get involved and the entire Ritter family soon became a part of the organization. Today, you can find Thompson on the track, on the course, on the free throw line and of course, on the pitcher’s mound. You can also find him and his family at every single UGA Miracle event. “I think of UGA as my home because of UGA Miracle,” said Thompson, who is awaiting his decision from UGA admissions. “The CIRU gave so much to me. I want to help kids get back to the things they love.” Thompson plans to return to CHOA, but this time, he won’t be a patient. His experiences at the hospital have influenced him to pursue a career as a physician’s assistant in pediatric sports medicine. For now, Thompson enjoys life as the starting left-handed pitcher for George Walton Academy’s varsity baseball team. He’s back on the diamond and back in the routine. Thompson’s father, Charles, puts it best. “You [UGA Miracle] give families normal back. To a family with a story like ours, normal is nothing less than extraordinary.”

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Social Media Promotion Copy Social media remains a highly valuable tool for reaching the market of college students. UGA Miracle plans to ignite campus via social media in order to: • Spread awareness for UGA Miracle and its Making the Miracle program • Prompt action to attend a Making the Miracle session The week leading up to the first Making the Miracle session will feature a daily Facebook post that stirs excitement for the year’s new and improved program. The first session will take place on a Wednesday, so the campaign will begin on a Wednesday.

Wednesday–

We’re officially one week away from Making the Miracle! We can’t wait to meet each of you, and neither can our top-secret guest speaker. Guess who? *This post generates buzz for Making the Miracle by hinting that an important guest speaker will be in attendance. This message originates via social media but reverberates via word of mouth. The post will feature a link to the Making the Miracle event page where followers can read more detailed, in-depth information about the program. Thursday–

#TBT to when Making the Miracle wasn’t a thing. Say what? Check out our latest blog post and read why alum Jenny Grifenhagen wishes she was in your shoes. *Hint: She didn’t have Making the Miracle. (link to blog post– www.ugamiracle.org/blog) *This post attracts Web traffic to the UGA Miracle blog, increasing follower’s knowledge of the organization. It also promotes Making the Miracle in a trustworthy, third-party form. -more-

Friday–

Fun fact: Children’s Healthcare of Atlanta estimates that it costs $25,000 to save a child’s life. That means in our 20 years on campus, we’ve saved 188 children’s lives. Talk about weekend inspiration! *This post utilizes simple and powerful numbers to demonstrate the magnitude of UGA Miracle. Its aim to is reassure current and prospective members that this cause is worthy of their dedication. A fun fact seemed appropriate for a Friday, as students have checked out for the weekend and don’t want to be reminded of events coming up the next week. Saturday–

It’s Saturday in Athens! Be sure to stop by our tailgate in front of the Student Learning Center and hang out with our precious families! #GoDawgs #GoKids

*Saturdays are slow for social media, especially in a college town during football season. This simple post offers subtle brand awareness by inviting followers to a casual tailgate before the day’s game.

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Sunday–

It’s Sunday fun day in the Miracle office! Our program directors are hard at work preparing for an epic first Making the Miracle session. What do you most want to see at Wednesday’s meeting?

*Social media tracking evidence proves that Sunday evenings are an opportune time to remind college students of the week’s upcoming events. This post takes advantage of such timing and actively engages the follower by asking them what they’re looking for out of their experience with Making the Miracle. Monday–

We’re proud to support Children’s Healthcare of Atlanta, where motivation manifests in all kinds of forms. What’s your #MondayMotivation? (share recent post from CHOA)

*This post aims to spark a conversation about what motivates UGA Miracle members on their Monday. This post spreads awareness and information about the cause that UGA Miracle serves.

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Tuesday–

We’re so excited for tomorrow’s Making the Miracle we couldn’t help but break out our bouncy slide. Stop by Tate Plaza until 4 p.m. today to hang with us and celebrate #MTM Eve!

*This post immediately grabs the reader’s eye and draws attention. The post embodies UGA Miracle’s value of fun and promotes Making the Miracle in a way that truly fits the organization’s character. It not only promotes the event by including a hyperlink in it’s content, but it prompts readers to receive face-to-face promotion by stopping by the awareness day on campus. Double promotion! It also creates the hash tag, #MTM, so followers can see what others are saying about the program.

Outcome This week of highly intentional campaigning for Making the Miracle will lead to a more successful turnout in both quality and quantity. Followers will have heard of the program and will physically attend the session. More importantly, these followers will be excited to be there. They will have heard from an alumnus about how lucky they are to have a unique and specialized program to meet their needs. They will have rumored

about the esteemed guest speaker. They will have offered their input for the content of the program, creating a sense of ownership and value. They will have read up on the amazing therapies at CHOA. They will have slid down a giant bouncy slide because thatâ&#x20AC;&#x2122;s the type of stunt UGA Miracle pulls. UGA Miracle should maximize social media as valuable, free bridge between the organization and its audience.

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