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! ! ! ! ! ! ! ! !

! Gretchen!Cundiff! Professional Work Portfolio !

gcundiff@elon.edu!


Press
Releases



FOR IMMEDIATE RELEASE Media Contacts: Angi Wesson 336-819-6911 awesson@trone.com ! OLD NORTH STATE COUNCIL BOY SCOUTS OF AMERICA PRESENTS 2013 WHITNEY M. YOUNG SERVICE AWARD! Local community members and Hayes-Taylor YMCA receive recognition! ! High Point, NC—October 31, 2013—!The Old North State Council chapter of the Boy Scouts of America presented its 2013 Whitney M. Young Service Award to five recipients on October 25, 2013 in Greensboro, N.C. Frank Mickens, Co-Anchor of WFMY News 2, presided over the ceremony, and Coach Cy Alexander, the head men’s basketball coach at North Carolina A&T University, served as guest speaker.! ! The Whitney M. Young Service Award recognizes individuals and organizations for their involvement in the development and implementation of programs that benefit youth from rural or low-income urban backgrounds. June Valdes, Clay Hemric, Tony Phifer, Roy Carroll II, and Hayes-Taylor YMCA were the 2013 honorees.! ! “The recipients of the Whitney M. Young Service Award have contributed to the betterment of youth served by the Old North State Council’s community outreach initiative,” said Rodney Carpenter, Scout Executive and CEO of the Old North State Council. “We are proud of all that they do for our youth and community.”! ! Serving as a children’s advocate all her life, Valdes mentored children throughout the Greensboro community while volunteering on numerous boards and commissions. She was instrumental in growing the Boy Scout Scoutreach program and recruiting volunteers in the late 1980s and 1990s. Hemric was chosen to head the Litigation Section of the North Carolina Bar Association after practicing 20 years as an attorney. He is also a longtime board member of the council and helped form the Soccer and Scouting program in Burlington. Phifer serves as a Police Recruiter for the Greensboro Police Department and has mentored students in the Guilford County Schools. He is Scoutmaster for Troop 441 and a member of the Eagle Scout Project Review Board for the Guilford District. Carroll II founded one of North Carolina’s premier real estate development firms and is committed to supporting diabetes research. He has donated parking for local troops to raise money at Greensboro Grasshoppers games and has spoken at numerous Scouting events.! ! The final recipient of the 2013 Whitney M. Young Service Award was the YMCA’s oldest facility in Greensboro, Hayes-Taylor. While breaking down barriers and building up the youth community, this YMCA has sponsored both a Cub Scout Pack and Boy Scout Troop. HayesTaylor has hosted numerous training and Scouting events over the years as well.! ! About the Boy Scouts of America! The Boy Scouts of America provides the nation’s foremost youth program of character development and values-based leadership training, which helps young people be “Prepared. For Life.™” The Scouting organization comprises 2.7 million youth members between the ages of 7 and 21 and more than a million volunteers in nearly 300 local councils throughout the


United States and its territories. For more information on the Boy Scouts of America, please visit www.scouting.org.! !

!


Media Contact: AK Brinson ak@rlfcommunications.com (336) 830-9265

AmericasMart Atlanta: #W3-508

Buzz Bags conversation pillows to debut at International Gift & Home Furnishings Market in Atlanta •••••••••• Get Buzzed with these tossable banter bags that bring a new meaning to “throw pillows”

Greensboro, N.C. (June 25, 2012) – Looking for a way to interject when the gossipy group gets a little too gritty? Want your best friend to stop being a buzz kill? Keep the banter under control or stir up some fun without saying a word with Buzz Bags, the gift industry’s most entertaining conversation starter. Produced by BB buzz, Buzz Bags are set to make their big debut at this year’s Atlanta International Gift & Home Furnishings Market from July 13-17. So what’s all the buzz about? Buzz Bags are not your ordinary throw pillows. The tossable 2.5” x 2.5” polyester bean bags with witty phrases like “Silence is Golden”, “True but Rude”, “Lighten Up” and “TMI!” Perfect for the party hostess or social butterfly, these quirky conversation pieces come in packs of six so users can literally toss around their emotions. “Buzz Bags have become the life of my parties, family functions, business meetings…anywhere there’s group of people and candid conversations,” said BB buzz president and founder Beth Boulton. The concept originated when Boulton was chatting with friends and noted how many funny things

were said. She found herself adding non-verbal exclamation points into the conversation by tossing small nearby items across the room. “I needed little pillows to throw,” she remembers, “and thus the sewing machine came out and Buzz Bags were born.” Flaunting vibrant, sassy shades of purple, pink, orange and turquoise, Buzz Bags are not just for tossing. They’re also great home accessories to add a trendy pop of color to any living space, table setting or dorm room. “I am thrilled to premiere Buzz Bags at one of the largest wholesale home and gift shows in the world,” said Boulton. “The Atlanta International Gift & Home Furnishings Market is the perfect place to launch such a fun and funky product with the opportunity for international exposure.” These entertaining party additions will create a buzz at AmericasMart Building 2, Floor 3, Booth #508. Buzz Bags will retail for $24.99/set of 6; wholesale cost is $12.50/set of 6. For more information, visit www.BuzzBags.net.

About Buzz Bags/BB buzz BB buzz is a specialty gifts line that produces quirky, nontraditional items for use in and outside the home that are perfect for the party hostess or social butterfly. In 2012, Beth Boulton, BB buzz founder and president, launched the company out of Boulton Creative based in Greensboro, N.C. Its latest product, Buzz Bags, will debut at the Atlanta International Gift & Home Furnishings Market, July 13-17. For more information, visit www.BuzzBags.net.


Contact:
 Caroline
Nobles
 (336)
553‐1804
 cnobles@rlfcommunications.com
 
 
 SMITH
MOORE
LEATHERWOOD
RECEIVES
RANKINGS
IN
2012
CHAMBERS
GUIDE
 
 CHARLOTTE,
N.C.
(June
27,
2012)
–
Twenty
Smith
Moore
Leatherwood
attorneys
earned
recognition
in
 the
2012
Chambers
USA
Guide
by
Chambers
and
Partners,
publisher
of
the
world’s
leading
guides
to
the
 legal
profession.
Smith
Moore
Leatherwood
also
received
rankings
across
key
practice
areas,
including
 recognition
in
North
Carolina
and
South
Carolina
for
its
work
in
Corporate/Mergers
&
Acquisitions;
 Litigation:
General
Commercial;
and
Real
Estate.
Additionally,
the
firm
was
recognized
in
North
Carolina
 for
its
experience
in
the
following
practice
areas:
Environment;
Labor
&
Employment;
and
Real
Estate:
 Zoning/Land
Use.
The
firm’s
Georgia
office
received
rankings
in
the
Healthcare
practice
area.

 In
its
13th
year
of
publication,
the
Chambers
USA
Guide
is
an
annual
ranking
of
leading
lawyers
and
law
 firms
in
the
United
States.
Results
are
obtained
through
hours
of
research
and
thousands
of
interviews
 with
clients
and
lawyers,
with
greater
weight
given
to
the
views
of
clients.
The
qualities
on
which
the
 rankings
are
assessed
include
technical
legal
ability,
professional
conduct,
client
service,
commercial
 astuteness,
diligence,
commitment
and
other
qualities
highly
valued
by
clients.
 Two
attorneys
from
the
firm’s
Greensboro
office
received
Chambers’
highest
ranking,
Band
1,
for
North
 Carolina
lawyers
in
their
respective
practice
areas
for
the
sixth
consecutive
year
–
Charles
E.
Melvin,
Jr.,
 Real
Estate:
Zoning/Land
Use
and
Stephen
W.
Earp,
Environment.
In
addition,
two
attorneys
from
the
 firm’s
Charlotte
office,
Robert
R.
Marcus
and
Jonathan
Heyl,
made
their
first
appearance
on
the
 ranking’s
list
in
the
Litigation:
General
Commercial
practice
area.

 Sixteen
other
Smith
Moore
Leatherwood
attorneys,
from
the
offices
in
North
Carolina,
South
Carolina
 and
Georgia,
were
recognized
in
their
state
and
practice
area:
 E.
Kent
Auberry,
Corporate/Mergers
&
Acquisitions,
Greensboro,
N.C.;
 Brian
Byrd,
Real
Estate,
Greensboro,
N.C.;
 Alan
W.
Duncan,
Litigation:
General
Commercial,
Greensboro,
N.C.;
 Martin
N.
Erwin,
Labor
&
Employment,
Greensboro,
N.C.;


‐‐more‐‐
 
 



Page
2
—
Smith
Moore
Leatherwood
Receives
Rankings
in
2012
Chambers
Guide
 
 Steven
E.
Farrar,
Litigation:
General
Commercial,
Greenville,
S.C.;
 Richard
L.
Few
Jr.,
Corporate/Mergers
&
Acquisitions,
Greenville,
S.C.;

 Michael
J.
Giese,
Litigation:
General
Commercial,
Greenville,
S.C.;


 Barry
S.
Herrin,
Healthcare,
Atlanta,
Ga.;
 Stephen
E.
Klee,
Real
Estate,
Greensboro,
N.C.;

 Ramona
Cunningham
O'Bryant,
Environment,
Greensboro,
N.C.;
 George
J.
Oliver,
Labor
&
Employment,
Raleigh,
N.C.;

 Marvin
Quattlebaum,
Real
Estate,
Greenville,
S.C.;
 Larry
B.
Sitton,
Litigation:
General
Commercial,
Charlotte,
N.C.;

 Julianna
C.
Theall,
Labor
&
Employment,
Greensboro,
N.C.;
 Tobin
N.
Watt,
Healthcare,
Atlanta,
Ga.;
 Fred
M.
Wood
Jr.,
Litigation:
General
Commercial,
Charlotte,
N.C.
 For
more
information
about
Chambers
and
Partners
research
and
ranking
methodology,
visit
 www.chambersandpartners.com.
 About
Smith
Moore
Leatherwood
LLP


Smith
Moore
Leatherwood
LLP
manages
complex
legal
issues
for
regional,
national
and
 international
clients.

With
seven
offices
and
more
than
180
attorneys
across
North
Carolina,
 South
Carolina
and
Georgia,
the
firm’s
core
practice
areas
are
focused
on
litigation,
health
care,
 labor
&
employment,
real
estate
and
corporate
law.
For
more
information
about
the
firm
and
 its
attorneys,
visit
www.smithmoorelaw.com.
 ###



Contact: Caroline Nobles (336) 553-1804 cnobles@rlfcommunications.com SMITH MOORE LEATHERWOOD ATTORNEY NAMED PRESIDENT-ELECT OF THE NORTH CAROLINA BAR ASSOCIATION Appointment reflects Alan Duncan’s commitment to litigation practice and education GREENSBORO, N.C. (July 18, 2012)—Alan W. Duncan, a partner in Smith Moore Leatherwood’s Greensboro office, was recently named president-elect of the North Carolina Bar Association (NCBA) for 2012-2013. He accepted his nomination on June 23 at the NCBA’s annual meeting in Wilmington, N.C. With more than 15,000 members, the North Carolina Bar Association is the state’s largest voluntary organization, which provides services, such as continuing legal education programs, to attorneys. Last year, Duncan was honored as the recipient of the Advocate’s Award at the annual meeting of the NCBA Litigation Section and also received the NCBA’s Citizen Lawyer Award in 2007 for his service to the community. From 2004-2007, Duncan served on the NCBA’s Board of Governors and also chaired the NCBA’s Litigation Section and its Trial Practice Curriculum Committee. “We are very proud of Alan for his long-standing dedication to the NCBA and congratulate him on this well-deserved honor,” said Kent Auberry, partner in charge of the firm’s Greensboro office. “The strong leadership experience and over 30-year commitment to the legal profession that Alan will bring as president-elect will continue to enhance the association’s mission and values.” Duncan has substantial trial and appellate experience with cases in both the North Carolina state and federal courts, as well as other jurisdictions. His trial experience includes intellectual property and antitrust issues, business and commercial cases, media and communication law, insurance and reinsurance disputes, catastrophic injury cases, aviation issues and professional malpractice actions. Duncan also served as past president of the North Carolina Association of Defense Attorneys and is a fellow of the American College of Trial Lawyers. “I am incredibly humbled at the opportunity to serve as the North Carolina Bar Association president in 2013,” said Duncan of his appointment. “The North Carolina Bar Association has been an important part of my career, and I look forward to continuing to build upon the outreach and support the association offers so many North Carolina attorneys.”

-more



Page 2 – Smith Moore Leatherwood Attorney Named President-Elect of the NCBA Duncan is greatly involved with the Guilford County community and has served on the Guilford County Board of Education since 2000 and has been the board chair for the last 10 years. He is a two-time recipient of the Algernon Sydney Sullivan Award, presented through the Sullivan Foundation in recognition of service to others and service to the community. Earlier this year, Duncan also received the “Unsung Hero” award from the Joseph M. Bryan Foundation, honoring his dedication to the community. Duncan received his bachelor’s degree from Davidson College in 1976 and his juris doctor from Vanderbilt University Law School in 1979. About Smith Moore Leatherwood LLP Smith Moore Leatherwood LLP manages complex legal issues for regional, national and international clients. With seven offices and more than 180 attorneys across North Carolina, South Carolina and Georgia, the firm’s core practice areas are focused on litigation, health care, labor & employment, real estate and corporate law. For more information about the firm and its attorneys, visit www.smithmoorelaw.com. ###


Contact: Caroline Nobles (336) 553-1804 cnobles@rlfcommunications.com SMITH MOORE LEATHERWOOD ATTORNEY RECEIVES ROBINSON O. EVERETT PROFESSIONALISM AWARD Patti Ramseur recognized by Young Lawyers Division of the North Carolina Bar Association GREENSBORO, N.C. (July 30, 2012)—Patti Ramseur, a partner in Smith Moore Leatherwood’s Greensboro office, recently received the Robinson O. Everett Professionalism Award at the North Carolina Bar Association’s (NCBA) annual meeting on June 23 in Wilmington, N.C. The Young Lawyers Division (YLD) of the NCBA presented her with the award named in honor of Judge Everett, a Duke law professor and former Chief Justice of the United States Court of Appeals for the Armed Forces. The award honors a young attorney who demonstrates professional commitment through active involvement in local, state and national bar associations. “I am truly honored to receive this award, especially from the YLD, which is made up extremely active and service-minded members,” said Ramseur. “I have been very fortunate to be surrounded by great mentors, both within my firm and the NCBA, who consistently demonstrated professionalism and took the time to mentor regarding substantive issues and the many other challenges of practicing law.” Since 1999, Ramseur has been actively involved in the NCBA, and has held various leadership positions in the Association. When part of the YLD, she served as the chair of various committees, a division director, secretary, chair-elect, and ultimately, chair of the division from 2008-09. She has served as Chair of the NCBA Young Lawyer Initiatives Task Force since 2010 and previously served on the NCBA’s Citizen Lawyer Task Force, Nomination Committee, Strategic Planning & Emerging Trends Committee and various other committees. Under Ramseur’s leadership, the YLD expanded the Wills for Heroes clinics, implemented the American Bar Association YLD’s signature project regarding domestic violence among teens, and implemented a USERRA Mediation/Ombudsmen project to recruit and train young lawyers to serve as mediators for disputes arising between members of the National Guard or Reserve and employers, in addition to a number of other projects to benefit the public and the profession. “We congratulate Patti on the recognition of her dedicated service and commitment to the NCBA,” said Kent Auberry, Partner In Charge of the firm’s Greensboro office. “She has demonstrated the utmost professionalism through her notable leadership accomplishments in the NCBA and our firm and is very deserving of the award.” -more
 



Page 2 –Smith Moore Leatherwood Attorney Receives Everett Professionalism Award 
 Ramseur leads Smith Moore Leatherwood’s labor and employment practice group and is a member of the firm’s civil litigation group. Within the firm, she oversees the litigation associate training program for the Greensboro office. Her practice includes a full range of counseling and litigation for employers as well as general civil litigation. Ramseur is a member of the Greensboro Bar Association, Guilford Inn of Court and the American Bar Association. Last year, she was selected by Law & Politics Magazine for inclusion in North Carolina Super Lawyers–Rising Stars Edition. In 2010, she received the Triad Business Journal’s “Top 40 Under 40” award and was named a Legal Elite in the Young Guns category by Business North Carolina. Ramseur received her bachelor’s degree from North Carolina State University in 1996 and her juris doctor from Wake Forest University School of Law in 1999. About Smith Moore Leatherwood LLP Smith Moore Leatherwood LLP manages complex legal issues for regional, national and international clients. With seven offices and more than 180 attorneys across North Carolina, South Carolina and Georgia, the firm’s core practice areas are focused on litigation, health care, labor & employment, real estate and corporate law. For more information about the firm and its attorneys, visit www.smithmoorelaw.com. ###


 



Contact: Caroline Nobles (336) 553-1804 cnobles@rlfcommunications.com

SMITH MOORE LEATHERWOOD ATTORNEY REAPPOINTED CHAIR OF THE NORTH CAROLINA STATE BAR’S BOARD OF LEGAL SPECIALIZATION Jeri Whitfield will continue board service for an additional three years GREENSBORO, N.C. (August 14, 2012)—Jeri Whitfield, an attorney in Smith Moore Leatherwood’s Greensboro office, was recently reappointed chair of the North Carolina State Bar’s (NCSB) Board of Legal Specialization at the NCSB Council’s quarterly business meeting in July. The Board of Legal Specialization was created to certify attorneys who excel as legal specialists in their designated practice areas. Whitfield received her board certification in workers’ compensation law in 2000 and is currently one of more than 800 certified specialists in N.C. For the past six years, she has served on the Board, which is one of only 18 state legal certification programs in the nation. “We commend Jeri for her long-standing service and commitment to the North Carolina State Bar and believe that her expertise and leadership will continue to enhance the Board of Legal Specialization,” said Kent Auberry, Partner In Charge of the firm’s Greensboro office. “Through her work as chair, she has emphasized the importance of legal specialization and its benefits for both practicing attorneys and their clients.” The North Carolina State Bar’s specialist certification aims to provie the public with information to enable the public to select attorneys with proficieny in specific practice areas and to encourage attorneys to continue their legal education and improve competency. The Board of Legal Specialization is responsible for: setting exam standards, ensuring the exams are valid and reliable, as well as overseeing ten specialty committees and the annual awards luncheon. Whitfield has considerable experience in litigating complex occupational disease claims before the North Carolina Industrial Commission and appellate courts. Her civil practice includes handling toxic tort and asbestos-related litigation and premises liability claims before the trial and appellate courts. She has been a speaker at various continuing legal education seminars and for various industry groups regarding workers' compensation topics.

-more



Page 2 – Smith Moore Leatherwood Attorney Reappointed Chair of the North Carolina State Bar’s Board of Legal Specialization Whitfield received her bachelor’s degree, with honors, from Cornell University in 1972. She attended Duke University School of Law and George Washington University School of Law, receiving her juris doctor, with honors, in 1977. About Smith Moore Leatherwood LLP Smith Moore Leatherwood LLP manages complex legal issues for regional, national and international clients. With seven offices and more than 180 attorneys across North Carolina, South Carolina and Georgia, the firm’s core practice areas are focused on litigation, health care, labor & employment, real estate and corporate law. For more information about the firm and its attorneys, visit www.smithmoorelaw.com. ###


Contact: Caroline Nobles (336) 553-1804 cnobles@rlfcommunications.com 
 
 SMITH MOORE LEATHERW OOD ATTORNEY RECEIVES PR O BONO SERVICE AW ARD Dr. John Zimmer recognized by the Council for Children’s Rights for his work with advocacy program CHARLOTTE, N.C. (September 10, 2012) – Dr. John Zimmer, an associate attorney in Smith Moore Leatherwood’s Charlotte office, was recently named as the 2012 recipient of the Council for Children’s Rights’ (CFCR) Pro Bono Service Award. The annual award recognizes one volunteer attorney for his/her pro bono work on behalf of the Charlotte-based nonprofit organization. The CFCR will recognize Dr. Zimmer at its awards ceremony on Sept. 11. “As a father, helping children in our community through the Custody Advocacy Program has been extremely rewarding,” said Dr. Zimmer. “The advocacy program’s staff and its volunteers offer a valued perspective to courts seeking the best possible resolution for youth at the center of custody battles. I am honored by this recognition.” For the three years, Dr. Zimmer has served children in need through the CFCR’s Custody Advocacy Program (CAP), one of the Council’s four core programs. The CAP is a nationally recognized model that relies on advocacy teams appointed by Mecklenburg County Family Court Judges to resolve cases inside or outside the courtroom. As a volunteer attorney, Dr. Zimmer works alongside a CAP staff attorney and a volunteer custody advocate to protect the welfare of children in high-conflict custody cases. At Smith Moore Leatherwood, Dr. Zimmer focuses his practice on various patent-related matters including patent prosecution and counseling regarding various technologies. He primarily advises clients in the chemicals and materials science areas and has co-authored 13 papers appearing in peer-reviewed scientific journals. He received his bachelor’s degree from Washington & Lee University in 2000, his doctorate in chemistry from Massachusetts Institute of Technology in 2006 and his juris doctor from University of South Carolina School of Law in 2009. About Smith Moore Leatherwood LLP Smith Moore Leatherwood LLP manages complex legal issues for regional, national and international clients. With seven offices and more than 180 attorneys across North Carolina, ‐‐more‐‐
 
 



Page
2
—
Smith
Moore
Leatherwood
Attorney
Receives
Pro
Bono
Service
Award
 
 South Carolina and Georgia, the firm’s core practice areas are focused on litigation, health care, labor & employment, real estate and corporate law. For more information about the firm and its attorneys, visit www.smithmoorelaw.com. ###


Greensboro News & Record Media Coverage 
 



News
Ar,cles



C a m p us K i t ch e n ’s "St o p H u n ger N o w " a H o m eco m i n g success Organizers say the volunteers who packaged meals on Oct. 22 set new school records for how many mouths will eventually be fed around the world.

More than 150 students, faculty, staff and alumni joined together over Homecoming weekend to “Stop Hunger Now” (http://www.stophungernow.org/site/PageServer) by packaging more than 30,000 highprotein, dehydrated rice-soy meals to be distributed around the world.

The annual Homecoming event set a new record for the number of meals packaged during the twohour span: 30,720. The bags will provide international hunger relief through the Stop Hunger Now organization.

“I personally felt empowered by Stop Hunger Now because I felt like it was the simplest thing I could do in the whole process, but the minimum effort on my part results in someone eating for a week,” said sophomore Lizzie Harkey.

Campus Kitchen at Elon University spearheaded the project under the direction of staff member Holly Anderson, Campus Kitchen program coordinator, and student coordinators of Campus Kitchen Educational Programming, juniors Catherine Bell and Lindsay Swenson.

Various student organizations volunteered along with Laurie Lambert, an active supporter of Campus Kitchen on Elon’s campus and wife of President Leo M. Lambert. Jana Lynn Patterson, assistant vice president for Student Life, made opening remarks and thanked the volunteers for their time and effort.

WSOE 89.3 FM provided musical entertainment while a gong was banged for every 1,000th meal packaged to keep up the energy of volunteers throughout the morning. Students were also encouraged to reflect back on their service experience by signing a banner stating, “Why do you care about hunger?”

“Stop Hunger Now was a great way to serve the global community, and a lot of fun. The entire time you feel so engaged with the process and feel as though you're making a real positive impact on people's lives,” said sophomore Julia Okada. “I truly felt like I was making a difference with just a few

hours out of my time.”

- Written by Elon University students Gretchen Cundiff and Aeriel Hall


Hundreds attend National Hunger and Homelessness Awareness Week event More than 230 students, faculty, staff and community members gathered in LaRose Digital Theatre Tuesday, Nov. 15 for the second annual Faces of Homelessness Speaker’s Bureau with the National Coalition for the Homeless. The Kernodle Center for Service Learning and Community Engagement and the Truitt Center for Religious and Spiritual Life co-sponsored this cultural event.

Three panelists and one staff member from the coalition shared their personal experiences and expertise on the issues of hunger and homelessness. These stories resonated with the audience and urged them to confront the causes of poverty in our community. The panel informed audience members about the prevalence of this problem, as over 3.5 million Americans experience homelessness each year, according to the National Coalition for the Homeless.

“Faces of Homelessness changed my perspective and educated me about an issue that we should all be aware of," said freshman Jasmine Turner. "I fought back tears the entire time. As cliché as it sounds, the panel ignited a fire in me to want to continue to research and work towards ending poverty in this country and around the world."

She added, "I was so inspired by the speakers and appreciated them sharing their story with all of us. It was an excellent program and one of my favorite events so far this year!”

The panel was one of several events held in recognition of National Hunger and Homelessness Awareness Week, which runs Nov. 14-18. The Campus Kitchen at Elon University organized campus involvement throughout the week in a nationwide effort to promote education, action and awareness about hunger and homelessness. Sophomores Jordan Only and Leigh Iler and senior Aeriel Hall, Campus Kitchen Educational Programming Team, coordinated this year’s NHHAW.

In addition to the panel, the team collaborated with Allied Churches and Loaves and Fishes to provide designated volunteer opportunities for students during NHHAW. In partnership with SUBLive and the Kernodle Center for Service Learning and Community Engagement, NHHAW will present a Benefit Concert featuring Nicholas Agrawal and Twisted Measure on Friday, Nov. 18 at 8 p.m. in McKinnon Hall. Admission to the concert is free, but attendees are strongly encouraged to bring a Thanksgiving food item to be donated to Allied Churches as part of the weeklong Turkeypalooza Food Drive.

Students are also reminded to stop by the NHHAW Moseley table and pick up an orange awareness hours of mytheir time.” ribbonout to show support for this cause. by Aeriel Hall, Student

- Written by Elon University students Gretchen Cundiff and Aeriel Hall Top Headlines

Last Updated - 11/17/2011

Email Author


Incoming students help community through Pre-Serve program Several students in the Class of 2016 spent a week on campus learning about different volunteer opportunities at Elon. The Kernodle Center for Service Learning and Community Engagement welcomed 14 incoming students for its annual Pre-Serve program, one of Elon’s First-Year Summer Experience opportunities. Over the course of six days in June, students took part in several community service projects spearheaded by Pre-Serve student coordinators. The week included team-building activities on Elon’s Challenge Course, followed by “icebreakers” to learn more about each other before settling into campus housing for the week. Several Elon staff members led the student volunteers in service projects that involved working at the Conservator’s Center in Mebane, N.C.; building a house with Habitat for Humanity; serving meals at Allied Churches; working at Elon’s Loy Farm; and assisting with a field day at Mayco Bigelow. "Throughout the week, we worked to introduce service opportunities that can be continued when the students return in the fall along with learning about different social issues that coincided with the service we performed," said Betsy Carroll, one of the student coordinators. First-Year Summer Experience programs help new students transition into the Elon University community by introducing them to fellow classmates, faculty, and staff through a variety of social, recreational or service activities both on and offcampus. The goal of the Pre-Serve program is for students to learn about important social issues and how service can be used as a tool for personal growth and community building. This summer enrichment opportunity attracts first-year students who are passionate about service and hope to immerse themselves in college volunteerism. Participants also enjoyed fun outings with visits to downtown Graham, N.C.; exploring Lake Macintosh; and enjoying a dinner with Elon President Emeritus J. Earl Danieley. The program ended June 29 with students reflecting on their service experiences and learning how they can volunteer through the Kernodle Center. For more information about the Pre-Serve program, contact Evan Small at esmall@elon.edu or call 336-278-7250.



Students examine rural poverty, sustainability over Fall Break Twenty-two Elon University students spent Fall Break on service trips to rural areas of North Carolina. Twenty-two Elon University students spent Oct. 12-15 participating in service trips to rural areas of North Carolina where they were exposed to the elements of nature through community service. The Kernodle Center for Service Learning and Community Engagement sponsored two trips through its Alternative Breaks program that examined environmental issues at Turtle Island Preserve and rural poverty in the Appalachian Mountains. On the Turtle Island trip, participants were introduced to sustainable living at an environmental preserve and education center located near Boone, N.C. The site challenges visitors to distance themselves from modern conveniences, with no electricity or plumbing, by living strictly off the land. Participants worked outside all day, harvested their own food, prepared firewood and took care of livestock. The Appalachian Mountain service trip enabled students to learn about rural poverty and environmental issues in western North Carolina. Participants assisted in building a house with Habitat for Humanity and explored Asheville, N.C. Student trip leaders also coordinated activities in the local community that provided students with unique service-learning projects. Organizers said domestic service trips help students gain a renewed appreciation for the natural world and a better understanding of pressing social issues in North Carolina. “The friendships and positive attitudes that were cultivated throughout the trip inspired everyone to keep working hard during the day and to have meaningful and thoughtful reflections as we talked about our service at night around the campfire,� said Turtle Island trip coordinator Lauren Hoerr. The trips are two of 10 domestic and international service trips offered throughout the year to Elon students through the Kernodle Center. For more information on these or other service trips, or for general information on how to serve in local communities, contact Evan Small at esmall@elon.edu or call 336-278-7250. 


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NCCEOForum Twitter 
 
 
 
 


Tweets


Buzz Bags Twitter

Tweets


Fact
Sheets




Media Contact: AK Brinson ak@rlfcommunications.com (336) 830-9265

AmericasMart Atlanta: #W3-508

Buzz Bags by BB buzz Fact Sheet Buzz Bags are not your ordinary throw pillows – these 2.5” x 2.5” bean bags come in packs of six and feature bold, witty phrases so you can literally toss around your emotions during social gatherings, family functions or even business meetings.

Sassy expressions, such as “Silence is Golden”, “True but Rude”, “Lighten Up” and “TMI!” adorn vibrant shades of purple, pink, orange and turquoise fabric.

Perfect for hostess gifts, girls’ night out, bachelorette parties, happy hours…anywhere there’s group of people and candid conversations.

Buzz Bags make great home accessories to add a trendy pop of color to any living space, table setting or dorm room.

“Buzz” and Nice Buzz Bags, as well as customizable options, are coming soon.

Buzz Bags retail for $24.99/set of 6; wholesale cost is $12.50/set of 6. Available for purchase at www.BBbuzz.net or via email at orders@BBbuzz.net

To become a reseller of BB buzz, llc, manufacturer of Buzz Bags, email wholesale@BBbuzz.net or call (336) 373-1980.

Remember, USE CAUTION WHEN YOU’RE TOSSIN!

Made in China using polyester Not safe for children under age 3.

About Buzz Bags/BB buzz BB buzz is a specialty gifts line that produces quirky, nontraditional items for use in and outside the home that are perfect for the party hostess or social butterfly. In 2012, Beth Boulton, BB buzz founder and president, launched the company out of Boulton Creative based in Greensboro, N.C. Its latest product, Buzz Bags, will debut at the Atlanta International Gift & Home Furnishings Market, July 13-17. For more information, visit www.BuzzBags.net.


The Cottage at Blakey- Premier Assisted Living

FAQs for Volunteers What is The Cottage at Blakey? ! It is an assisted living memory care unit serving 16 residents with various degrees of dementia. This residential community offers 24-hour service and assistance to provide a comfortable, safe lifestyle for residents. The Cottage was established to help families, who are no longer able to act as caretakers, provide a homelike living environment for their loved ones. Where is the facility located? ! The Cottage is centrally located in Elon, N.C., a quaint community of 6,500 residents and home to Elon University. Students have easy access to volunteer opportunities at The Cottage, which is in close proximity to campus. Who is eligible to volunteer? ! Anyone who is comfortable working with dementia residents and has the ability to empathize with them is encouraged to volunteer. Volunteers should enjoy participating in activities, such as reading, walking, playing games and singing, which keep residents as physically and mentally active as possible. Why should I volunteer? ! Volunteering creates a mutually beneficial experience for students and residents alike while learning about each other’s lives. As individuals age, they especially value one-on-one interaction with younger generations. Volunteers reassure residents that they are important and have not been forgotten by showing them additional support and affection. Are groups able to volunteer? ! Yes, groups are welcome at The Cottage to assist with daily activities, holiday celebrations, birthday parties and other special events throughout the year. The facility can accommodate volunteer groups of up to 20 people. How can I start volunteering? ! Contact Debbie Warner, Resident Care Coordinator, at 336-506-1501 or !"#$%&$#''(&)*''#+&,-#(**.)*/0to receive more information.

501 Blakey Hall Lane ! Elon, NC 27244 ! Phone: 336-506-1500 ! www.bhhamlet.com

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Native'Advertising:'Where'User'Experience'Reigns'on'Social'and'Mobile'Platforms' What%do%The%Wall%Street%Journal,%Washington%Post,%New%York%Times%and%Forbes%have%in%common% besides%serving%as%news%sources?%They’ve%all%adopted%native%advertising.%So%what%exactly%is%this%emerging% online%advertising%method?%Native%advertising%is%described%as%a%form%of%paid%media%where%the%ad% experience%follows%the%natural%form%and%function%of%the%user%experience%in%which%it%is%placed.%

% Often%without%recognizing%it,%Internet%users%may%come%across%websites%or%social%media%platforms% incorporating%sponsored%content%that%matches%the%look%and%feel%of%the%context.%Authenticity,%added% customer%value%and%consistency%are%just%a%few%of%native%advertising’s%goals.%Advertisers%adopt%this% approach%when%trying%to%make%paid%ads%feel%less%invasive,%thus%increasing%the%likelihood%of%user% engagement%with%the%sponsored%content.%% Native%advertising%is%essentially%the%digital%descendant%of%print%advertorials,%and%it%takes%on%many%forms:%% publisherKproduced%brand%content,%brandKproduced%content%and%content%marketing.%Native%ad%formats% include%promoted%videos,%articles,%music,%images%and%social%media%content.%More%specifically,%it%involves% SEO;%promoted%tweets,%trends%and%accounts%on%Twitter;%sponsored%Facebook%stories;%and%promoted% Tumblr%posts.%%


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dating%app,%Tinder.%This%caught%real%users%by%surprise%when%an%automated%messageK%“tuneKin%to%PROJECT% this%Tuesday”K%appeared%if%they%indicated%interest%in%its%character%profiles.% % % % % % % % % % % This%campaign%raises%the%question%of%where%to%draw%the%line%when%native%ads%become%overly%pushy%or% promotional.%Brands%need%to%weigh%the%pros%and%cons%of%this%advertising%approach%before%potentially% luring%audiences%in%or%pushing%them%away.% Keep%in%mindK%the%best%native%advertising%creates%quality%content%that%is%nonintrusive,%correctly%targeted,% transparent%and%contextually%relevant%to%what%is%already%displayed%on%the%user’s%screen.%Native%ads% should%also%be%specifically%labeled%as%such,%to%build%consumers’%trust%so%they%can%distinguish%between% paid%advertising%versus%publisher%editorial%content.% To%learn%more%about%native%advertising,%check%out%the%Interactive%Advertising%Bureau’s%“Native% Advertising%Playbook.”%

Tags:%native%advertising,%content%marketing,%social%media% Sources:%Sharethrough,%Poynter,%CNBC% http://cnb.cx/LEl9wn% http://bit.ly/1bMChan% http://bit.ly/1m7QI2l% %


Media
Pitches



Gretchen Cundiff <gcundiff@elon.edu>

FW: Buzz Bags- bold, funky conversational pillows- the perfect holiday gift 1 message Gretchen Cundiff <gcundiff@rlfcommunications.com> To: "gcundiff@elon.edu" <gcundiff@elon.edu>

Thu, Aug 2, 2012 at 3:49 PM

From: Gretchen Cundiff Sent: Wednesday, August 01, 2012 10:47 AM To: papte@giftshopmag.com Subject: Buzz Bags- bold, funky conversational pillows- the perfect holiday gift Hi Poornima,

I’m writing on behalf of Buzz Bags, the gift industry’s quirkiest new product. With the holiday season just around the corner, I wanted to send you some product information to be considered for inclusion in the Stocking Stuffers feature. Add a dash of personality to your gift-giving this holiday season with Buzz Bags, created by BB buzz. Buzz Bags are not your ordinary throw pillows – these 2.5” x 2.5” tossable conversation pillows come in packs of six and feature bold, witty phrases so users can keep the banter under control or stir up some fun without saying a word during social gatherings, family functions or even business meetings. Sassy expressions, such as “True but Rude,” “Silence is Golden,” and “TMI!” adorn vibrant shades of purple, pink, orange and turquoise fabric, that can add a trendy punch of color to any living space as a fun home accessory. Buzz Bags are perfect for hostess gifts, girls’ nights out, bachelorette parties, happy hours…anywhere there are groups of people and candid conversations. Currently, “party girl” and “sassy” themed Buzz Bags are available, but additional product variations and customizable options are coming soon. Buzz Bag products are ideal presents for friends, family and co-workers, and they make for entertaining stocking stuffers and Secret Santa surprises. Buzz Bags are available for purchase at www.BBbuzz.net or via email at orders@BBbuzz.net. High-res product images are attached, and I’m happy to send along additional information or product samples at your request. Thanks for your consideration, and I look forward to hearing from you soon. Cheers!

Gretchen Cundiff 336.553.1800 gcundiff@rlfcommunications.com

3 attachments


Gretchen Cundiff <gcundiff@elon.edu>

FW: Buzz Bags- bold, funky conversational pillows- the perfect gift and decorative accessory 1 message Gretchen Cundiff <gcundiff@rlfcommunications.com> To: "gcundiff@elon.edu" <gcundiff@elon.edu>

Thu, Aug 2, 2012 at 3:53 PM

From: Gretchen Cundiff Sent: Monday, July 09, 2012 2:59 PM To: btyre@giftshopmag.com Subject: Buzz Bags- bold, funky conversational pillows- the perfect gift and decorative accessory

Hi Becky, I wanted to pass along some information about a quirky new product to be considered for editorial coverage in the fall issue of GIFT SHOP Magazine. If you need to add some sass to a cocktail party – or just keep friends and family members entertained – you can now do this without even saying a word. Stir up some fun by tossing around a Buzz Bag by BB buzz, llc at your next social gathering. Buzz Bags, the gift industry’s most entertaining conversation starter, are tiny, colorful pillows with witty phrases like “True but Rude,” “Silence is Golden,” and “TMI!” These 2.5” x 2.5” polyester-filled bean bags come in packs of six and can even add a trendy punch of purple, pink, turquoise or orange to any living space as a fun home accessory. “Buzz Bags have become the life of my parties, family functions, business meetings…anywhere there’s a group of people and candid conversation,” said BB buzz President and Founder Beth Boulton. Also, Buzz Bags are set to make their big debut at this year’s Atlanta International Gift & Home Furnishings Market from July 13-17. These entertaining party additions will create a buzz at AmericasMart Building 2, Floor 3, Booth #508. Buzz Bags will retail for $24.99/set of 6. Product images are included below, and I’m happy to send additional information at your request. For the latest updates, check out Buzz Bags online and follow them on Twitter.

Thanks and I look forward to hearing from you, Gretchen Cundiff For Buzz Bags


Templatesâ&#x20AC;Š


! ! ! The Cottage at Blakey 501 Blakey Hall Lane Elon, NC 27244 Phone: 336-506-1500 www.bhhamlet.com

October 14, 2011 Dear [INSERT VOLUNTEER FIRST NAME], On behalf of The Cottage at Blakey, I would like to personally thank you for contributing your time to our facility. Elon University students bring positive energy and create a lively atmosphere for residents to enjoy one-on-one interaction with younger generations. Your special talents and skills as a volunteer benefit residents intellectually by engaging them in various artistic and recreational activities. Although many caretakers are unable to visit their loved ones on a regular basis, volunteers are able to fill that void by building close relationships with residents. Residents enjoy seeing a familiar face and feel special when volunteers read, walk, play games, sing or talk with them. By assisting residents with their personal needs and showing them the attention they deserve, volunteers truly make a difference in their lives. I hope you valued this service experience and will continue to volunteer at our facility in the future because your efforts are greatly appreciated. There are several volunteer opportunities available year-round for student groups or individuals to assist residents. I encourage you to invite your peers to accompany you on your next visit to the facility; we always welcome additional help. Once again, thank you for volunteering at The Cottage at Blakey, and I look forward to seeing you again soon. Sincerely,

Debbie Warner Resident Care Coordinator Phone: 336-506-1501 Email: "#$%&'%$(()'*+(($,'-.$)++/*+0!

!"


Design
Work



About the Kernodle Center The Kernodle Center for Service Learning and Community Engagement engages students, faculty, staff and community partners in service that benefits the university and its surrounding community. The Kernodle Center houses Elon Volunteers!, a student-led program offering a range of volunteer activities; coordinates Elonâ&#x20AC;&#x2122;s signature academic service-learning programs and courses; and sponsors alternative break service trips.

Mission The Kernodle Center for Service Learning and Community Engagement at Elon University, in partnership with local and international communities, advances student learning, leadership and citizenship to prepare students for lives of active community engagement within a complex and changing world. This preparation is grounded in an ethic of service that appreciates multiple perspectives, creates opportunities that are affirming and empowering to all, and responds to the needs of our diverse communities.

Goals

t Educate students through curricular and co-curricular experiences encompassing direct service, indirect service and advocacy. t Create and support collaborative and sustainable relationships between faculty, staff, students and community partners. t Encourage personal responsibility and a deeper understanding of societal issues. t Foster creative solutions to social concerns and identified community needs. t Build student leadership, community capacity and faculty and staff engagement.


I am continually impressed with Elon student’s dedication to helping others. They have worked in partnership with faculty and staff to create a campus culture that is committed to serving locally in Burlington, throughout the US, and abroad. This campus ethos was immediately evident on move-in day when hundreds of pounds of schools supplies were collected in donation boxes set up near residence halls. These supplies were sent to school children in war torn Helmond Province, Afghanistan as well as homeless children at Burlington area schools. Students’ service in the local community included tutoring children, volunteering to aid the elderly, assisting persons with disabilities, and raising funds to donate to charities. Elon students even engaged in service during their time off from school helping to address issues such as hunger and homelessness, affordable housing, disaster relief, and rural poverty while serving during their fall and spring breaks. All of this would not be possible without the world-class faculty and staff of Elon University. Faculty and staff members embraced the value of students learning in-and-out of the classroom offering over 50 service learning courses and traveling, locally and internationally, to serve as advisors for service projects. Through it all the Kernodle Center for Service Learning and Community Engagement’s staff kept the focus on student learning and developing mutually beneficial partnerships in the community, thus maintaining Elon University’s place as a leader in service learning and community engagement.

Dr. G. Smith Jackson

Vice President & Dean of Student Life

The mission statements of Elon University and the Kernodle Center for Service Learning and Community Engagement reflect the strong values of our campus and its commitment to community service, which are hallmarks of an Elon education. On behalf of the Kernodle Center, I am happy to report that once again the number of service hours performed by Elon students exceeded 100,000 in 2011-2012. These hours represent a commitment to our communities—locally, nationally, and globally. The Kernodle Center and its campus and community partners are dedicated to serving as community advocates, providing service to meet those needs, and reflecting on these experiences in a manner that demonstrates personal and community change. Our goal is that our students’ experiences with service build a personal ethos of community engagement, advocacy and servant leadership beyond their time at Elon. We recognize that we are all partners in this journey, and I would personally like to express my thanks, admiration and appreciation for our devoted students, faculty and staff who have served our communities. I would also invite all who read this to continue to engage with the Kernodle Center and to reaffirm your lifelong commitment to service and community engagement.

Dr. Jana Lynn Patterson

Assistant Vice President for Student Life


At Elon, service is a way of Life Service is a core value at Elon, and is one of the five Elon Experiences. Service is conducted through sports teams, fraternities and sororities, and a variety of student organizations on campus. Everywhere you look, service is being done at Elon!

In 2011-2012, 2,693 Elon students completed 101,189 hours of service.

Spotlight on Service

“I absolutely love working with EV! because of the service opportunities, atmosphere of the office and attitudes of those within the programs.” – Jessica Elizondo, senior

110

More than 120

students served as EV! leaders

students went on 10 alternative break trips

Snapshots of 25 Years ‘88 Elon College Habitat for Humanity chapter is chartered.

‘05-’06

Elon sends five service trips to Bay St. Louis, MS to provide Hurricane Katrina relief.

‘90

Elon Volunteers! (EV!) forms as part of the Chaplain’s Office.

‘05-’06

‘94-95

First year of the Service Learning Community.

Elon receives money from the Charles A. Frueauff Foundation to develop two new programs: Community Partnership Initative Grants and LINCS.

‘06-’07

Elon is named as one of the top three universities nationwide in the inaugural President’s Higher Education Community Service Honor Roll.


26,429 hours completed through 52 Academic Service Learning courses Service Learning Faculty Scholars 2011-2012

â&#x20AC;&#x153;Service learning is so important inside and outside the classroom to personal development, and EV! provides Elon students with ample opportunities to learn.â&#x20AC;? â&#x20AC;&#x201C;Rachel Stanley, senior

Community Parternship Initiative Grant Recipients 2011-2012 tSophie Adamson, French tBill Andrews, Physical Therapy Education tLucinda Austin, Communications tJoan Barnatt, Education tAlexa Darby, Psychology tAmanda Gallagher, Communications tMartin Kamela, Physics tDoug Kass, Communications tJulie Lellis, Communications tMax Negin, Communications tRebecca Olmedo, Spanish tToddie Peters, Religious Studies tRebecca Pope-Ruark, English tBeth Warner, Human Services Studies

â&#x20AC;&#x2DC;97

Center for Service-Learning receives endowment gift from the Kernodle family to name the center in honor of John Robert Kernodle, Jr.

tPeter Felten, History tJulie Lellis, Communications tBuffy Longmire-Avital, Psychology tMax Negin, Communications tToddie Peters, Religious Studies tAmanda Sturgill, Communications tJennifer Uno, Biology

17,960 hours completed by graduate school students Awards & Recognition 2011-2012 t"NFSJDBO3FE$SPTT(PMEFO)FBSU"XBSEGPS&7#MPPE%SJWFT t1SFTJEFOUT)JHIFS&EVDBUJPO$PNNVOJUZ4FSWJDF"XBSE t0VUTUBOEJOH4FSWJDFUP4UVEFOUT.BSZ-FJHI'SJFS t4UVEFOU0SHBOJ[BUJPO.FNCFSPGUIF:FBS"OESFX4PNFST t%S+&BSM%BOJFMFZ-FBEFSTIJQ"XBSE,BUJF,FOOFZ t8BSE'BNJMZ-FBSOJOHJO"DUJPO"XBSE,FWJO-ZODI t/FXNBO$JWJD'FMMPX8JMM#SVNNFUU

3,886 pounds of food donated through CKEU

â&#x20AC;&#x2DC;01-â&#x20AC;&#x2122;02

North Carolina Campus Compact forms at Elon.

â&#x20AC;&#x2DC;03-â&#x20AC;&#x2122;04 Pam Kiser named first Kernodle Center Faculty Development Fellow for Academic Service-Learning.

â&#x20AC;&#x2DC;08-â&#x20AC;&#x2122;09

â&#x20AC;&#x2DC;09-â&#x20AC;&#x2122;10

â&#x20AC;&#x2DC;12-â&#x20AC;&#x2122;13

Elon is named one of five recipients of The Washington Centerâ&#x20AC;&#x2122;s inaugural Higher Education Civic Engagement Award.

The Elon University Campus Kitchen is founded.

KCSLCE celebrates its 25th anniversary


Kernodle Center Staff

Mary Morrison, Director

Libby Otos, Program Assistant

KCSLCE Advisory Committee Mary Leigh Frier Denlinger, Associate Director

Steve Caldwell, Campus Kitchens Program Coordinator

t Linda Allison - Assistant Director, Alamance County Department of Social Services t Brooke Barnett - Senior Fellow and Advisor to the President and Professor of Communications t David Cooper - Dean, School of Education and Professor of Education

Tammy Cobb, Assistant Director of Community Partnerships

Pam Kiser, Faculty Fellow for Academic Service-Learning

t Peter Felten - Assistant Provost, Director of the Center for the Advancement of Teaching and Learning and Associate Professor of History t Sharon Hodge - Associate Professor of Marketing and Chair of the Department of Marketing and Entrepreneurship t Laurie Lambert - Community Volunteer

Evan Small, Special Programs Coordinator

2999 Campus Box Elon, NC 27244

Bud Warner, Faculty Development Fellow

t Deborah Long - Director of the Elon Academy and Professor of Education

t Steve Mencarini - Director of the Center for Leadership t Jason Springer - Assistant Director of Academic Advising and Director PG&MPO t Jeff Stein - Chief of Staff, Senior Advisor to the President, Secretary to the Board of Trustees & Assistant Professor of English t Eric Townsend - Director of Elon University News Bureau t Rans Triplett - Executive Director, The American Red Cross â&#x20AC;&#x201C; Piedmont Carolina Chapter t Tom Vecchione - Executive Director of Career Services t Mary Wise - Assistant Vice President of Academic Affairs and Associate Professor of Communications t Lynn Wright -Kernodle Associate Executive Director/ Director of the Teachers Institute North Carolina Humanities Council


Contact Us! Academic Service Learning: asl@elon.edu AIDS Awareness: sgac@elon.edu Allied Churches: alliedchurches@elon.edu Alternative Break Trips: trips@elon.edu America Reads: americareads@elon.edu Amnesty International: amnesty@elon.edu Avalon: avalon@elon.edu Best Buddies: bestbuddies@elon.edu Blood Drives: blooddrive@elon.edu Boys and Girls Club: bgc@elon.edu Burlington Housing Authority: bha@elon.edu Campus Kitchen: campuskitchen@elon.edu Cummings High School: chs@elon.edu EU-Cert: cert@elon.edu EV! Coaches: evcoaches@elon.edu Family Abuse Services: fas@elon.edu Invisible Children: invisiblechildren@elon.edu Kopper Top: koppertop@elon.edu LINCS: lincs@elon.edu Linking Generations: adoptagrand@elon.edu Loaves and Fishes: loaves@elon.edu Lunch Buddies: lunchbuddies@elon.edu National Hunger and Homelessness Awareness Week: hhaw@elon.edu OxFam: oxfam@elon.edu Positive Attitude Youth Center: payc@elon.edu SAFE Rides: saferides@elon.edu Service Learning Community: slcommunity@elon.edu S.H.A.R.E: share@elon.edu Sierra Club: green@elon.edu Special Olympics: specialolympics@elon.edu Stop Hunger Now: campuskitchen@elon.edu

The

Kernodle Center

Service Learning and Community Engagement for

hip Leaders

Commun

ity

For general info: elonvols@elon.edu Looking for Additional Volunteer Opportunities? Visit E-net or the Kernodle Center website, www.elon.edu/service, for current and future volunteer opportunities and other resources.

Moseley 230 336-278-7250 elonvols@elon.edu www.elon.edu/service

Email elonvols@elon.edu to sign up to receive the EV! Weekly email


“How wonderful it is that nobody need wait a single moment before starting to improve the world.” - Anne Frank

PROGRAMS Academic Service Learning: Community work connecting classroom learning with societal issues. America Reads: Improve reading and math skills of youth by tutoring at local schools. Avalon: Assist and support a community of refugee adults and children. Best Buddies: Form friendships with students with intellectual and developmental disabilities. Campus Kitchen: Collect unused and unserved food and deliver meals to community members in need. EU-CERT: Receive training in emergency preparedness and response. EV! Coaches: Coach and assist youth sports teams. Linking Generations: Volunteer for individual or group activities at local senior facilities. Lunch Buddies: Build relationships with elementary school students. Safe Rides: Volunteer to offer transportation to students on weekends. Service Learning Community: Live in a residential living-learning community focused on service. S.H.A.R.E.: Improve the lives of animals at local shelters through fundraising and volunteer efforts.

ALTERNATIVE BREAKS The Kernodle Center sponsors domestic and international service trips during the fall, spring, and summer breaks. These trips give students an opportunity to address a range of social issues: hunger, education, homelessness, disaster relief, and the environment. Past destinations include: the Appalachian region, Washington D.C., Atlanta, New Orleans, Jamaica, Cambodia, Malawi, Dominican Republic, Honduras, Mexico, and Morocco.

PUBLIC RELATIONS TEAM PR students promote the Kernodle Center’s programs, events, and service opportunities across Elon’s campus through advertisements and social media.

EVENTS Blood Drives: Volunteer at Red Cross blood drives or donate blood. National Hunger and Homelessness Awareness Week: Raise awareness about the local and national issues of hunger and homelessness. Poverty Simulation: Teach others about the impact of poverty. Special Olympics: Assist Special Olympics athletes during their specific sporting events. Stop Hunger Now: Provide meals for those in need worldwide.

AWARENESS AIDS Awareness: Organize efforts to raise awareness about HIV/AIDS locally and globally. Amnesty International: Join a worldwide movement to campaign for universal human rights. Invisible Children: Raise awareness and funds to help educate former child soldiers of Northern Uganda. OxFam: Find solutions to global poverty, hunger, and social injustice. Sierra Club: Protect the planet through environmental advocacy.

LINCS: Leaders in Collaborative Service Allied Churches: Empower the hungry and homeless. Boys and Girls Club: Tutor youth after school. Burlington Housing Authority: Work one-onone with students after school. Cummings High School: Tutor during and after school. Family Abuse Services: Support women and children who are victims of domestic violence. Kopper Top: Help with horse care and riding lessons for people with disabilities. Loaves and Fishes: Stock and pack food for those in need locally. Positive Attitude Youth Center: Tutor and assist with recreational activities after school.


Campaigns




A Strategic Communications campaign for Tristanâ&#x20AC;&#x2122;s Quest Submitted in partial fulfillment of the requirements for Com 452, Spring 2012

CELTIC COMMUNIC TIONS Rebecca Ashland, Kierstin Coatney, Gretchen Cundiff, Alexandra Johnston, Katie Yahner


Table of Contents

• Introduction 1 • Team Bios 2 • Background and Current Situation 3 • Secondary Research 6 • Primary Research 12 • Goals and Objectives 24 • Strategies and Tactics 26 • Evaluation 35 • Budget 38 • Timeline 41 • Calendar 45 • Conclusion 51 • Appendices 52


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INTRODUCTION: Tristan’s Quest, Inc. is a 501©3 nonprofit organization located in Greensboro, N.C. It was founded in 1999 and is dedicated to serving children with emotional/behavioral issues and their families. Our team at Celtic Communications has compiled a strategic campaign for Tristan’s Quest that incorporates a creative concept emphasizing the importance of children’s mental health. Our strategies and tactics will enable Tristan’s Quest to attract new donors and expand its marketing efforts. They will also help to educate the community about the organization’s social services and educational programs. Our proposal will assist Dr. Jean Allen, the executive director of Tristan’s Quest, in building brand recognition to raise awareness of the organization and connect with its target audiences through various communication channels. Our team is composed of five Strategic Communication majors at Elon University, who have various professional and academic experiences in the public relations field. Using the skills and knowledge acquired from these experiences, we have created a campaign that addresses the needs of Tristan’s Quest in a strategic way.

1


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TEAM BIOS: Rebecca Ashland is currently a junior majoring in Strategic Communications with a minor in Digital Art at Elon University. As a Creative Coordinator at Live Oak Communications, she has gained valuable experience working with eight professional clients and creating materials for them. She has also been able to serve on campus organizations through Creative Resolutions by creating promotional material. Rebecca hopes to gain more experience through internships in the future and by participating in the Bridges to Los Angeles program upon graduation.

Kierstin Coatney is a senior Strategic Communications major with minors in Music and Italian Studies. She started her public relations career as an intern at JDS Public Relations in Los Angeles, C.A. At JDS, she was able to explore the fields of publicity and talent management at a boutique entertainment agency. This experience led to her current internship at RLF Communications in Greensboro, N.C. RLF has given her the opportunity to understand corporate public relations. Kierstin is looking forward to graduating in May and hopes to secure a position in entertainment public relations in New York City or Los Angeles.

Gretchen Cundiff began her communications career as a PR assistant at Goodwill Industries in Greensboro, N.C. followed by PR internships in Richmond, Va. at The Faison School for Autism, Broderick Communications, LLC and the National Kidney Foundation. She gained valuable experience while serving as a PR Liaison for Elon University’s Campus Kitchen chapter. Gretchen also worked as an Account Executive at Live Oak Communications, where she managed client accounts for the Durham Arts Council and oversaw a promotional campaign for Elon’s Greek Life Office. This summer, Gretchen looks forward to interning at RLF Communications in Greensboro. Alexandra Johnston has held various creative positions through her career as an Elon undergrad in accordance with her Strategic Communications major and Art minor. She has worked with the graphic design team at Kansas City Public Television, film and television casting director Gillian Reynolds in Dublin, Ireland and concluded her internship experience as the digital photo editor at Martha Stewart Living Omnimedia. In her time at Elon, she initiated the fashion column at the student newspaper, The Pendulum, served on the inaugural advertising team for a student produced sports show and served four semesters at Live Oak Communications, two as Creative Director. In May, she will be moving to New York City to pursue a career in photo production.

Kathleen Yahner is a junior at Elon University where she is studying Dance Performance and Choreography and Strategic Communications with a focus in Photojournalism. She is a member of the Elon Dance Company and the Public Relations Chair of DanceWorks, Elon’s student-run dance organization. Kathleen interned with Parsons Dance in New York City and worked as a communications consultant for Alamance County Public Libraries and the North Carolina Therapeutic Riding Center.

2


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BACKGROUND / CURRENT SITUATION: Background and Composition Dr. Jean Allen and her husband, Richard Allen, founded Tristan’s Quest in June of 1999 in honor of their son, Tristan. For sixteen years, Tristan and his family struggled with his bipolar disorder and depression, which caused extreme and sometimes violent mood swings. Tristan’s mood swings and suicidal thoughts became so severe that he had to be institutionalized. He died after six days in the facility when five staff personnel improperly restrained him. With over 30 years of experience working with special needs children, Dr. Jean is an advocate for children’s mental health awareness within the community. Richard Allen currently serves as the coordinator for program logistics and tutoring, while Ellison Hargis, a child developmentalist, assists Dr. Jean in providing education and support for families trying to cope with their children’s conditions. Additional programming support comes from six interns who are students at local colleges and universities in the Triad region. In addition to maintaining strong relationships with students in the community, Tristan’s Quest relies on its board of directors to provide guidance and further the mission and values of the organization. Ten individuals were invited to serve on the board; these individuals include business associates, parents of students who use Tristan’s Quest’s services and health professionals. Dr. Lucas, a pediatrician, serves as the board chair, while Richard Allen acts as secretary. Currently, Tristan’s Quest relies mainly on the support of families and friends of the children it serves. Additional donations are received during the annual golf tournament held in the fall. Every year, this tournament is Tristan’s Quest’s largest fundraising event. The organization has also applied and received several grants over the years, but it competes against almost 500 other organizations for these funds. Furthermore, the economic downturn has limited sources of government funding that Tristan’s Quest has relied on in the past. Relevant Publics Tristan’s Quest serves children and adolescents with emotional/behavioral challenges and their families from six different counties in North Carolina: Guilford, Alamance, Rockingham, Forsyth, Randolph and Davie. The nonprofit works with children who have various types and severities of diagnoses, including ADHD, Asperger’s Syndrome, Autism, SPD, depression and anxiety. Families are a public deemed important for this campaign, specifically parents with children that have emotional/behavioral challenges. It is important to reach out to these families, as there is not another organization comparable to Tristan’s Quest in the area. Other important publics to keep in mind are hospital staff, doctors, nurses, and other health care professionals, psychologists, psychiatrists and therapists because they often refer clients to Tristan’s Quest. Competitive Frame Tristan’s Quest is a developmental center that helps children with emotional/behavioral challenges. Through its programs, Tristan’s Quest works to enhance children’s self esteem and provide emotional empowerment to children with mental challenges. It is important to note that Tristan’s Quest is the only organization providing these types of programs for special needs children in the Greater Greensboro area, thus its competitive frame is rather small. Although there may be some indirect competition with psychologists, psychiatrists and/or therapists, 3


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Tristan’s Quest does not provide typical counseling sessions. Thus, these medical professionals often refer clients to Tristan’s Quest, making them key publics. Current Position Tristan’s Quest works with children from six counties in North Carolina. Families who have children with special needs may be struggling with how best to care for them; Tristan’s Quest provides assistance for these families. The organization has created developmental programs that work on overcoming a child’s challenges through understanding the child’s gifts and talents. In addition, the organization collaborates with nine colleges in the local community to enable students to intern while gaining educational and professional experience. The community places Tristan’s Quest in high esteem, and the organization is known for the invaluable work it does. Tristan’s Quest receives referrals mainly by word-of-mouth, which attributes to the community’s high regard for the organization. Referrals are also received from public and private schools, preschools, daycares and various health care professionals. All of Tristan’s Quest’s programs have been created due to needs recognized through community requests, focus groups or phone calls with parents. Dr. Jean is passionate about Tristan’s Quest and was named Mental Health Professional of the Year (2011) by the Greensboro Mental Health Association. Because of its unique programs, Tristan’s Quest does not currently have any direct competitors in the area. The organization is constantly working to serve its clients to the best of its ability and to provide programs that will help the children throughout their lives. It has created a number programs that not only benefit children with special needs, but also support the families and siblings of these children. Tristan’s Quest currently has the only program doing social skills work with preschoolers in the area. Another important thing to note is the affordability of Tristan’s Quest. Although there are no full scholarships offered for children participating in the programs, the organization has never turned away a family due to a lack of financial resources. Direction Our campaign for Tristan’s Quest presents numerous opportunities for us to address our client’s current problems and propose solutions to these challenges. Some key challenges for Tristan’s Quest include insufficient funding for its programs and a lack of general awareness within the local community. Limited funding is a huge challenge for Tristan’s Quest. For example, its SKIP program (Support for Kids of Incarcerated Parents) received national acclaim for its establishment of support groups for elementary school children whose parents are in prison. The program kept the children connected with their incarcerated parent by allowing them to either write or draw something for their parent each week. A volunteer from Tristan’s Quest worked with the school social worker or a counselor to co-facilitate the SKIP group together. Two years ago, the SKIP Initiative served 150 children in 24 elementary schools, and last year it served 100 children in 14 schools. However, this once successful program no longer has the government funding necessary for its continuation. Even though family and community members have contributed individual donations to Tristan’s Quest, there has yet to be a source of consistent financial support. While our client generates roughly $175,000 in annual revenue, this amount is not enough to sustain or enhance Tristan’s Quest’s operations. Examining additional sources of potential financial support, 4


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proposing new fundraising initiatives and increasing the extent of individual donations are several of our campaign goals. Another challenge Tristan’s Quest faces is a lack of public awareness of its existence and its corresponding services. Families in the Triad region often say that they wish they had known earlier about the existence of this facility because its programs provide invaluable resources and support for special needs children. Currently, Tristan’s Quest relies mainly on word-of-mouth referrals to attract new clients. Tristan’s Quest needs to work on raising awareness in order to reach out to the greatest number of children in need. We propose expanding Tristan’s Quest’s marketing efforts using a variety of communication channels to target potential clients. The allocated budget for this campaign, ranging from $4,300 to $9,000, would allow for the creation of a realistic, cost-effective proposal that our client could implement. Vision Dr. Jean expressed, above all, her interest in promoting Tristan’s Quest as a unique organization with an exceptional contribution to its clients and the community. She wanted to differentiate Tristan’s Quest from therapy or other organizations, while emphasizing socialization with equal importance. General awareness of Tristan’s Quest needs to be increased not only for potential clients but also to bring in additional sources of funding. While the organization wants to continue to increase its client base, funding currently will not support new clients. If Tristan’s Quest receives too many new clients that cannot be served by its modest budget, Dr. Jean fears she will have to begin turning away clients. Dr. Jean would like to increase Tristan’s Quest’s grant and donation funding to allow for an increase in clientele. Dr. Jean also mentioned she would like to hire a full-time volunteer or another paid staff member, which would be possible with a larger budget. Dr. Jean expressed our role as primarily twofold. She expects us to raise awareness of the uniqueness of the organization while also proposing ways to increase funding. The client also mentioned the stigma associated with children’s mental health. Our team wants to find a way to make children’s mental health more “warm and fuzzy,” in hopes that Tristan’s Quest’s cause will appeal to a greater number of donors. Dr. Jean mentioned using social media, making modifications to the current website and producing printed promotional materials as possible ways to address these issues. She seemed open to any reasonable recommendations our team could make within specified budget limitations.

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SECONDARY RESEARCH: Executive Summary Research revealed that our target audience - families with special needs children who have emotional, behavioral or learning disabilities - are often unaware of the different diagnosis and intervention options available to treat these mental health issues. Fundraising is a difficult point for many nonprofit organizations because the majority of donations come from consistent donors and those personally affected by the organization. We found that social media is an excellent tool for nonprofit organizations to utilize in order to raise awareness and increase donations. We determined that few nonprofits have any concept of using social media strategically, which leaves them in search of an online purpose when creating postings. Therefore, it is important for nonprofits to not only target donors on their website, but to target the media as well. Statement of the Secondary Research Objective Through our secondary research, we wanted to better understand the issues associated with mental health disorders and how families and their children are impacted. We also analyzed the existing strategies and tactics of comparable organizations that successfully implemented media relations tactics and raised public awareness. The secondary research was divided into the following sections: an overview of children’s mental health information, the importance of early intervention, the benefits of social and emotional training, social thinking, an analysis of social media usage and website content of other organizations, May as Mental Health Month, media coverage of Tristan’s Quest and other fundraising strategies. Sources of Information and Method Sources of information included: scholarly journal databases, Tristan’s Quest’s website, other nonprofit websites, medical resource websites, Google searches, Facebook and Twitter. Analyzing the information required compiling it from various sources and pulling together the facts most relevant to our cause. Our team has interpreted the findings for the client and discussed relevant implications. Findings The Importance of Children’s Mental Health/Early Intervention: The prevalence of children’s mental health disorders often goes unreported despite the fact that it is a serious issue that personally affects the overall emotional stability and well-being of an individual. Roughly one in six (17%) children under the age of 18 in the United States have a developmental or behavioral disability such as autism, an intellectual disability or ADHD. According to the Department of Health and Human Services, an estimated two-thirds of all young people with mental health problems fail to have their condition diagnosed before starting school. By not intervening early, time that could have been used for treatment may instead have allowed the child’s mental condition to worsen. A study by the U.S. Department of Health and Human Services found that one in 10 schoolchildren have some form of a learning disability, and as many as one in 10 young people have an anxiety disorder. Clinical depression is an issue that affects as many as one in every 33 children and one in eight adolescents. The Center for Disease Control and early childhood 6


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professionals agree that the earlier children receive appropriate assessment and intervention, the more that can be done to help them reach their full potential. The Benefits of Social & Emotional Learning (SEL): Social and emotional learning is a process for helping children to develop the fundamental skills necessary for their social and emotional development. These skills include the ability to identify and understand one’s own feelings; accurately read and comprehend emotional states in others; manage strong emotions and expressions in a constructive manner; regulate one’s own behavior; develop empathy for others and establish and sustain relationships (National Institute for Early Education Research). These skills help to promote positive behaviors starting before the child enters kindergarten and extending into adulthood. If these skills are not developed, it can result in problems later in life. SEL promotes academic success, health and well-being while also preventing alcohol and drug use, violence, truancy and bullying. It also helps children become good communicators, cooperative members of a team and effective leaders. Training has proved to be effective in improving children’s social-emotional skills, attitudes about self and others, and social interactions (CASEL). The Role of Social Thinking in Childhood Development: Social thinking is a theory that views social skills as being dynamic and situational. They cannot be taught and replicated, but rather the skills evolve from one’s thinking about how they want to be perceived (Social Thinking). According to Michelle Garcia Winner, “social thinking is what we do when we interact with people; we think about them. And how we think about people affects how we behave toward them, which in turn affects how others respond to us, which in turn affects our own emotions.” We are constantly analyzing the thoughts, emotions and intentions of those around us. Social thinking is an intuitive process, and we develop the skills from birth by learning and observing social information to know how best to respond. For some individuals, this process is not natural (Social Thinking). Today, there are many treatment programs whose strategies share common traits and analyze the thinking behind being social. These strategies include teaching individuals how their social minds work; why they and others react and respond the way they do; how their behaviors affect those around them; how behaviors affect their own emotions; and how their responses and relationships with others extend across different social contexts (Social Thinking). For individuals undergoing treatment, the objectives of these strategies include the ability to recognize the different levels of their own and others’ social minds and navigate their behaviors for more rewarding social outcomes. These include considering how others perceive and respond to behaviors and learn to adapt to the people and situations around them across different contexts (Social Thinking). The Impact of a Nonprofit’s Social Media Presence and Website Content: The Internet is an incredible tool utilized by nonprofits as it is inexpensive, straightforward and provides access to the public at large (Kenix, 2008). Nonprofits, in particular, can benefit from adopting a social media strategy into their promotional agenda because they often have funding limitations (Lindley, 2010). Social media also has great potential to inspire fundraising and donations for nonprofit organizations (Livingston, 2009). An example of this potential lies with Charity: Water, a 7


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nonprofit that raised $250,000 in one night through the use of a social media campaign on Twestival, “a Twitter-based series of more than 200 concurrent networked fundraising events” (Livingston, 2009). The startup nonprofit aimed to “show people, not tell” them of the issue involving unsafe drinking water across the world through the use of videos on the web. The company also dedicates 100% of its public donations to building wells in areas with unsafe drinking water. There is currently no social media “dominant voice” for charitable giving, as philanthropy and social media are still at an early phase of coexistence. Research shows that the most high-dollar donors that participate in social media philanthropic activity are between the ages of 30 and 49. This donor interest only applies if the information provided by the nonprofit is a trusted source that shows community-oriented participation (Livingston, 2009). Because information on the Internet oftentimes lacks credibility, it is important for nonprofits to establish an Internet presence with credible standards. However, a survey of journalists showed that they regard most nonprofit sites to be more credible sources of information than business websites (Kenix, 2008). Therefore, it is important for nonprofits to view their websites in terms of not only their publics but also as a form of media relations. A recent study found that while 82% of nonprofit websites targeted donors on their front page with a donor button, only 23% of websites made any effort to attract media attention (Ingenhoff, 2009). Currently, there has been little to no research evaluating the perceptions of those who create the social media strategy and content for nonprofits. There appears to be miscommunication within nonprofit organizations between those implementing the Internet and social media strategies and those creating the organizational goals. Focus groups have shown that many nonprofit practitioners saw the Internet as a valuable tool for nonprofits, but they felt that the current needs of their organization were too pressing to make a web investment at this point (Kendix, 2008). Recognizing May as Mental Health Month and Media Coverage of Tristan’s Quest: May was established in 1949 as Mental Health Month to raise awareness for mental health conditions and well-being for all ages. Last year’s mental health month focused on young people, which roughly affects 20% of America’s youth (Mental Health America). Tristan’s Quest has not received prominent media presence for almost a decade. While it received significant attention, including a CBS 60 Minutes special during the founding of the organization, it has received little attention since then. Published articles have focused on highlighting individual members of the organization (such as community awards to Dr. Jean) rather than Tristan’s Quest as a whole. The Significance of Fundraising: Most comparable organizations we came across in our research used traditional fundraising methods such as a “donate now” page on their website, direct mail to consistent donors and annual fundraising events. Silent auctions and yard sales are other popular forms of fundraising for these nonprofits. The audience for these fundraising events is typically the local community, as well as those who have been impacted by the cause that the organization serves. Application / Interpretation This information is beneficial in discovering the strengths and weaknesses of Tristan’s Quest in order to create a campaign that will raise awareness and increase funding for the 8


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organization. This research examined issues related to mental health and social thinking, nonprofits’ usage of social media and the effects of social media on nonprofit organizations. The Importance of Children’s Mental Health/Early Intervention: Research has shown the importance of understanding specific techniques that help children cope with depression, anxiety and self-esteem issues. Through the use of social skills instruction, anger management techniques and behavior analysis, children are given the tools to understand and manage their mental health. It is important for Tristan’s Quest and comparable nonprofits to recognize the importance of early intervention through the use of social skills instruction, anger management and behavioral analysis. Tristan’s Quest needs to educate the greater Greensboro community on the importance of early intervention when dealing with children’s mental health issues. The Benefits of Social & Emotional Learning (SEL): Research establishes that SEL training is an important treatment technique in the development of a child. Without this set of skills, children may have social/behavioral issues in the future. It is important for nonprofits like Tristan’s Quest to be aware of this treatment technique while working to create the best possible programs for its clients. While Tristan’s Quest already has a number of successful programs, it is important for the nonprofit to be aware of the latest research in the world of children’s mental health so that it can successfully assess all of its options when treating the children. The Role of Social Thinking in Childhood Development: Research has proven that social thinking will help us gain a better understanding of what the children in programs at Tristan’s Quest experience in their daily lives. This information is another way of looking at childhood development in children with mental illnesses. It is necessary for Tristan’s Quest to be aware of the existence of this research while it is creating new treatment programs and adjusting its current programs. Having knowledge of the treatment programs at other organizations will also allow Tristan’s Quest to assess its current strengths and weaknesses, helping the organization create the best possible programs. The Impact of a Nonprofit’s Social Media Presence and Website Content: Research on this topic shows that social media is an important tool for nonprofits to utilize in order to help raise awareness and increase funding for its cause. This is an area that Tristan’s Quest could utilize more effectively as it could increase awareness for the organization at very little cost. It is important for nonprofits to not only address potential donors on their website, but to also make their website media-friendly in order to garner media attention and form relationships with journalists. While social media and website structure is important, the credibility of the information is far more important in order to encourage donors and journalists alike to trust the organization. Recognizing May as Mental Health Month and Media Coverage of Tristan’s Quest: While we found little research backing May as Mental Health Month and only a small amount of media coverage, we have discovered that this is an area that Tristan’s Quest needs to concentrate some of its efforts. 9


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Tristan’s Quest should concentrate some of its promotional efforts on informing the community that May is Mental Health Month in order to gain community recognition of the importance of celebrating good mental health. These promotional efforts could be simple mentions of May as Mental Health Month in a newsletter, tweets on its Twitter account or flyers discussing the importance of children’s mental health and reminding people that May is Mental Health Month. Tristan’s Quest should consider targeting local media outlets to bring attention to not only the organization but also the issue of children’s mental health. The Significance of Fundraising: This information will be helpful when considering ways to raise funds for Tristan’s Quest. We found that many nonprofit organizations rely on traditional fundraising methods but have not thought outside the box in terms of creative ways to increase donations. Therefore, we have an opportunity to surprise our audience and change the way they think about fundraising. Based on secondary research from similar organizations, we will come up with the best ways to reach Tristan’s Quest’s target audience. Our findings show that traditional fundraising methods work well when targeting individuals who have given in the past or are somehow affected by the organization. Now, we can move past typical fundraising techniques and focus on ways to target audiences that are not currently donating to Tristan’s Quest, such as foundations, community members and medical professionals. We will decide which publics to focus on through primary research. Sources: Scholarly Journals: • Ingenhoff, Diana and Martina A. Koelling. “The potential of Web sites as a relationship building tool for charitable fundraising NPOs.” Public Relations Review 35.1 (2009): 6673. EBSCOHost. Online. • Kenix, Linda Jean. “Nonprofit Organizations’ Perceptions and Uses of the Internet.” Television & New Media 9.5 (2008): 407-428. EBSCOHost. Online • Lindley, Curtis, Carrie Edwards, Kristen L. Fraser, Sheryl Gudelsky, Jenny Holmquist, Kristen Thornton, and Kaye D. Sweetser. “Adoption of social media for public relations by nonprofit organizations.” Public Relations Review 36.1 (2010): 90-92. EBSCOHost. Online. • Livingston, Geoff. “High-Dollar Nonprofit Donors Would Embrace Social Media.” Journal of New Communications Research 4.1 (2009): 87-94. EBSCOHost. Online. • Satchell, Christine and Marcus Foth. “The Re-creation of Identity in Digital Environments and the Potential Benefits for Non-Profit and Community Organisations.” 3CMedia: Journal of Community, Citizen’s & Third Sector Media & Communication 4 (2008): 16-27. ESBCOHost. Online. Nonprofit Websites: • Achievement Centers for Children- www.achievementcenters.org • Activate Good- www.activategood.org • AWAKE- www.awakecacenter.org • FAVOR- www.favor-ct.org • Child Development Centers Inc.- www.cdcenters.org • Early Intervention Center- www.earlyinterventioncenter.org • Early Signs of Autism- www.earlysignsofautism.com 10


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Lekotek- www.lekotek.org Oregon Health & Science University – The Child Development & Rehabilitation Center- www.ohsu.edu/cdrc Tristan’s Quest- www.tristansquest.com Young Minds- www.youngminds.org.uk

Other Websites: • Mental Health America- www.mentalhealthamerica.net/go/may • My Child Without Limits: Autism- www.mychildwithoutlimits.org/?page=autism • American Academy of Child & Adolescent Psychiatry- Children With Learning Disabilities- www.aacap.org • Texas Department of State Health Services- National Children's Mental Health Week and National Children's Mental Health Awareness Daywww.dshs.state.tx.us/mhsa/awareness/childrensmhweek.shtm • Social Thinking- www.socialthinking.com/what-is-social-thinking/introduction • National Institute for Early Education Research- www.nieer.org • CASEL- www.casel.org/why-it-matters/benefits-of-sel/ News articles: • CBS 60 Minutes follow upwww.cbsnews.com/stories/1999/06/16/60II/main51110.shtml • Incident report in local newspaper- Mount Airy News

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PRIMARY RESEARCH: Executive Summary We conducted primary research consisting of phone interviews and case studies of websites of other nonprofit organizations to determine the strengths and weaknesses of their communication strategies. We found ways to engage donors and target audiences through fundraisers, creative marketing strategies and materials, social media, and partnerships with local and national organizations. The interviews and website assessments revealed that there are many tactics Tristan’s Quest could use to enhance its online presence, such as promoting fundraising events on its Facebook page or tweeting daily facts about children’s mental health on its Twitter account. We noted the best way for Tristan’s Quest to reach out to new donors and increase community awareness is through the implementation of strategies and tactics used successfully by other nonprofits, including keeping a record of the time periods that certain donors give money to the organization and reaching out to current donors with an e-newsletter that keeps them informed. We also compiled a list of potential donors, sponsors and partnerships for Tristan’s Quest. Statement of the Primary Research Objective Through primary research, we hoped to discern what other mental health centers are doing well to promote their causes by examining their websites and conducting phone interviews. Our goal was to find examples of organizations that engage target audiences efficiently, communicate with donors effectively and maintain a strong social media presence. Research Questions We based our research on the following questions: 1. What are centers across the country doing to effectively communicate with audiences? 2. How are centers effectively utilizing social media to achieve their organizational goals? 3. How are centers connecting with potential donors and keeping current donors engaged? a. What types of businesses/individuals are these centers targeting as donors? !!!!!!"#!!!How have organizations focused their fundraising efforts to support their cause? !!! !!!!!!$#!!!How are other organizations presenting the issue of mental health and advocating for !!!!!!!!!!!!increased awareness? In conducting research, we concentrated our efforts on examining the websites of nonprofits comparable to Tristan’s Quest. We assessed these websites based on donor relations, community outreach, fundraising initiatives, marketing materials, social media engagement and potential partnerships. After selecting the websites with the information most relevant to our campaign, we contacted several employees at these organizations to discuss fundraising and social media efforts. Finding the answers to these questions will help us select strategies and tactics that have successfully been implemented by other nonprofits similar to Tristan’s Quest. Furthermore, examining comparable organizations will help us gain a better understanding of the forms of communication that are most and least effective in reaching our target audience and attracting donors.

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Method & Analysis We conducted initial research by evaluating the websites and social media presence of approximately 25 nonprofit organizations, children’s health centers and/or mental health organizations across the country. Our goal was to learn how these organizations have successfully communicated with their target audiences, connected with donors and garnered media attention. We focused more specifically on 11 organizations whose donor relations, fundraising, social media and media relations tactics could provide valuable insight for Tristan’s Quest. We also examined how these organizations have formed partnerships within their respective communities. We either spoke directly with employees at the following organizations or conducted extensive case studies of their websites. • • • • • • • • • • •

National Federation of Families for Children’s Mental Health The St. Baldrick’s Foundation Substance Abuse and Mental Health Services Administration Behavioral Health Services Aurora Mental Health Center Kitsap Mental Health Services Marillac Be Early NC Howard Brown Health Center Achievement Centers for Children The New England Center for Children

We also contacted Dr. Jean to determine the organizations that Tristan’s Quest currently maintains a partnership with or has collaborated with in the past. She supplied us with a list of corporations and/or local businesses that have contributed funds to support Tristan’s Quest. This included a list of foundational grants that Tristan’s Quest has received as well (Refer to Appendix A for specific donor, partnership and grant information). Furthermore, we identified potential donors, sponsors and partnerships that Tristan’s Quest could pursue based on businesses’ current philanthropic endeavours and/or support of other mental health centers or nonprofit organizations (Refer to Appendix A). Findings National Federation of Families for Children’s Mental Health The National Federation of Families for Children’s Mental Health (NFFCMH) is a national family-run organization that currently has more than 120 chapters and state organizations across the country. Its focus is on children and youth with emotional, behavioral and mental health needs, as well as providing support for families. Website Analysis: While NFFCMH does not have the most appealing website of all of the organizations we examined, it is informational and well organized. It features a video from a fundraising event on its homepage, helping users to become more familiar with its cause. A link to its Facebook page also appears on its home page. Other headings on its website include tabs that explain the organization’s background, a place to donate money or volunteer, future conferences and events, and a link to the organization’s blog. The website is user-friendly, and information about the 13


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nonprofit is easily accessible. Marketing Efforts: NFFCMH has created several marketing materials to help promote its organization on a national level. These materials include a poster for Mental Health Awareness Week, which the organization celebrates the first week in May, and taglines to help make the organization more memorable and recognizable. Individuals can also buy green ribbons, which are sold on the NFFCMH’s website for .25 cents apiece, to help raise awareness for mental health. Partnerships: The NFFCMH’s partnerships include Mental Health America, the American Academy of Child and Adolescent Psychiatry, Parents Magazine, Hunter Boot, and the Substance Abuse and Mental Health Services Administration. The St. Baldrick’s Foundation St. Baldrick’s is the world’s largest volunteer-run fundraising program for pediatric cancer research. It also funds more research grants than any organization in the U.S., aside from the federal government. It is most well-known for its nationwide head-shaving events that are designed to raise awareness and funds for childhood cancer research. Website Analysis: The St. Baldrick’s Foundation has an uplifting, informative website that is user-friendly and appealing. On the homepage, it has a slideshow of pictures with children currently undergoing treatment for pediatric cancer, along with their names, ages and type of cancer. Also, its home page includes a progress report for fundraising efforts in the last two years, showing its users how much money has been raised and how many attendees have participated. This is informative for donors, as they can see that their donations are going toward a worthy cause. Along the bottom of the homepage are buttons linking to all of its various social media pages, including Facebook, Twitter, YouTube, Flickr and LinkedIn, along with some featured sponsors of the organization. Further exploration of its website leads to a list of donors, a press kit, ways to get involved, an annual report, testimonials from cancer survivors and photos. Donor Relations: St. Baldrick’s target audience includes primarily Americans with average household incomes who are able to donate between $5 and $1,000 toward pediatric cancer research. Other audiences the organization targets include parents with children who are battling or have battled pediatric cancer and medical health professionals across the country. The organization also includes a list of donors on its website, including individual supporters, business supporters, and organizational and foundation supporters. Marketing Efforts: Its marketing efforts include social media, volunteer celebrity endorsers at its headshaving events, PSA campaigns, placing “dynamic cancer stories” in the media, press releases, selling t-shirts and an online press kit. These materials not only raise awareness but also help to create transparency for the organization, allowing people to understand what St. Baldrick’s does, while also encouraging visitors to get involved. 14


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Fundraisers: The organization was founded on March 17, 2000, when three reinsurance executives decided to turn their company’s annual St. Patrick’s Day party into a head-shaving benefit for children with cancer. At this event, they were able to raise over $104,000. Currently, St. Baldrick’s hosts nation-wide head-shaving events where men and women of all ages sit side-byside and have their heads shaved in an effort to raise money and awareness for pediatric cancer. Social Media: The organization has a large social media presence with a Facebook page that currently has 47,465 likes. St. Baldrick’s allows people to post about the organization’s events on its wall, which helps to promote interaction and engagement on its page. St. Baldrick’s also has 4,490 Twitter followers, and it posts on Twitter very frequently. Other social media presences include accounts on Flickr, LinkedIn and YouTube. Getting Involved: Aside from donating or participating in its head-shaving events, St. Baldrick’s dedicated a section of its website to other ways people can get involved. The heading, titled, “Other Ways To Help,” included “Join the St. Baldrick’s Rally Team,” “Give a Matching Gift,” “Make a Tribute or Memorial Gift,” “Donate through the Combined Federal Campaign,” “Shop & Sell on Ebay,” “Give a Gift of Stock,” “Volunteer at the St. Baldrick’s Office,” “Donate Goods or Services” and “Run a Half Marathon with St. Baldrick’s and the Rally Foundation for Childhood Cancer Research.” This lengthy list provides ways for people to get involved in the organization without donating large sums of money or participating in the organization’s head-shaving events. Substance Abuse and Mental Health Services Administration The Substance Abuse and Mental Health Services Administration (SAMHSA) aims to reduce the effect of mental and behavioral disorders on America’s communities through improving the lives of those living with these disorders. Since its founding in 1992, it has done a great deal of research in addition to providing services to the citizens of Maryland. Partnerships: SAMHSA recently announced a partnership with the National Suicide Prevention Lifeline, as well as Facebook, which shows a creative use of not only social media but also collaboration with organizations that have similar goals. Social Media: From SAMHSA’s website, we observed that it has a good grasp of social media. The organization has a very comprehensive Twitter that not only updates followers on the organization’s news but also about what is occurring in the mental health world. SAMHSA has the ability to share all of the information on its website on Twitter, Facebook, LinkedIn or via email. Behavioral Health Services Behavioral Health Services is a nonprofit organization serving the residents of southern California. BHS provides transitional housing for those struggling with substance abuse, as well as counseling and education for individuals affected by mental illness. 15


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Donor Relations: The “Donate” page on the Behavioral Health Services’ website is quite different from other nonprofit’s websites. It tells the visitor how much of each dollar donated will go towards client services. It also includes a breakdown of what the organization can do with donated funds. For example, “$45 will pay for a group therapy session” and “$95 provides transportation for medical, psychiatric and job search appointments for a month” (bhs-inc.org). Along the side of this page, there are links to success stories of clients and testimonials from current volunteers. Partnerships: The Behavioral Health Services’ website has a link for companies interested in becoming corporate sponsors to contact the organization and set up a meeting. There is also a page that allows companies interested in partnering with Behavioral Health Services to contact the organization. Aurora Mental Health Center The Aurora Mental Health Center is a private, nonprofit mental health organization located in Aurora, Colo. that serves people with a wide range of mental health needs. Its goal is to promote mental health awareness and enable people to live their lives to the fullest by treating those affected by mental illness. Marketing Efforts: The organization has a seasonal newsletter, which helps keep families, donors and community members informed of relevant mental health issues, news and events in the community. A copy of the newsletter can be requested via email or traditional mail. The Aurora Mental Health Center also has brochures available in English and Spanish. Examples of the different brochure categories include a school brochure, child & family services, children’s mental health and mental health first aid. Using the tagline, “Mental Health is Health,” the nonprofit runs PSAs that feature Jeannie Ritter, the First Lady of Colorado. The website includes four video testimonials of people whose lives have been changed by the services that Aurora Mental Health Center provides. Fundraisers: The organization hosts a golf tournament every year, entitled Aurora Vistas Foundation Annual Golf Tournament. The tournament is designed to help raise funds to provide mental health treatment and innovative programs to children and families within the community, especially those who cannot pay for the necessary treatment. The tournament includes a continental breakfast, a morning on the green and a barbeque lunch filled with prizes, awards and a silent auction. Contact information for registration or sponsorship of the event is listed right on Aurora’s website. Community Outreach: On Aurora’s website, there is a resources link to a library and information center containing articles on featured topics such as family and relationship issues and childhood mental disorders and illnesses. The center also provides an events link. Mental Health First Aid is a 12-hour certification course that helps communities better understand mental illness and respond to psychiatric emergencies. It trains people to provide initial assistance to a person 16


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showing signs of mental illness or in a mental crisis until the appropriate professional help is available. The website encourages educators, school administrators, human resource professionals, church members, nurses, police, firefighters, first responders, policymakers, social workers, friends and family of individuals with mental illness and caring citizens to attend. Under the resources tab, its website also includes mental health tips, mental health links and a mental health dictionary. Kitsap Mental Health Services Kitsap Mental Health Services (KMHS) is a private, nonprofit community mental health center that provides both mental health and behavioral health care services to children, families, adults and seniors in Bremerton, Wash. Donor Relations: The Silver Rose Society recognizes those who are KMHS’s most devoted and consistent supporters. Membership is based on consistent giving and/or long-time service to KMHS. Platinum Rose members of the Silver Rose Society are those who have arranged to make a future gift through their wills or estate plans. Marketing Efforts: The organization sends out a seasonal newsletter called “Happenings” that is also featured on its website. The newsletter includes a letter from Executive Director Joe Roszak, information about community news and KMHS updates. Partnerships: Since 1993, KMHS has worked with the Kitsap County Health District to provide a school-based health clinic at the Spectrum Alternative School in Kingston. KMHS collaborates with Early Head Start, Head Start/ECEAP (Early Childhood Education & Assistance Program) and Kitsap Community Resources to provide mental health consultation to classroom teachers and family advocates. KMHS and the local school district’s special education directors contribute funds to support the Madrona Day Treatment program for children and youth with severe emotional and behavioral problems. Community Outreach: Its website includes a “Journeys of Recovery” tab, which highlights client successes. “Journeys of Recovery” was launched in 2004, and it praises KMHS clients who have reached a high point in recovery. The individuals have agreed to show their faces and tell their stories about confronting the stigma of mental illness. Marillac Marillac is a school, hospital and extra curricular programs facility serving the greater Kansas City area. It offers both residential and acute care options for children dealing with mental health issues from autism and ADHD, to severe depression and social inhibitions. Donor Relations: Every child that walks through Marillac’s doors receives an individualized plan, and the organization chooses to take the same approach with its donors. The team designates each donor a category and assigns him or her a time or times each year that they will be contacted. If 17


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Marillac knows that the donor will only respond to the holiday giving campaign, it will only contact them during the holidays. Most of its referrals are by word-of-mouth, so Marillac tries to get its team out of the office as much as possible to recruit potential clients. Fundraising: Each year, Marillac hosts three to four major events to attract new donors and often partners with other Kansas City organizations such as the KC Autism Society. Using this tactic, the larger organization, i.e., KC Autism Society, can organize and promote the event, while all proceeds benefit Marillac. Another community partner is Gordan Biersch, a restaurant located downtown. Marillac partners with the restaurant to host an event that invites all of Gordan Bierschâ&#x20AC;&#x2122;s constituents and introduces them to Marillacâ&#x20AC;&#x2122;s cause while providing opportunities to become potential donors. Social Media: Marillac focuses on what it does well and on making improvements where necessary. Its donor page allows potential donors to choose between different donation plans, such as a memorial, yearly or one time donation. It also offers potential donors the opportunity to participate in the Target Give Back to Schools program by designating Marillac as their school of choice. Its Facebook and Twitter pages are updated regularly with facts and articles about mental health. These pages also include promotional announcements about events in the area benefiting Marillac. Community Outreach: Marillac recognized and admitted to experiencing similar difficulties in presenting the issue of mental health to the donor community. Throughout the years, it found that the best approach was educating the community about mental health. Its speakers make sure to acknowledge that people in the audience are affected by mental health in various extremes. Since it is not appropriate to have children accompany them for these speeches, the Marillac representatives do their best to share the stories of the children themselves. Marillac recognizes that mental health is a very sensitive issue. As a result, its donor database is smaller than many other nonprofits in the area. The team, however, tries to promote the organization as much as possible by running PSAs at local movie theaters to inform the community about its services. Be Early NC Be Early NC is a campaign sponsored by the North Carolina Infant-Toddler program. Marketing Efforts: Since it deals with children, but also with a sensitive subject (slowly developing children), Be Early has to tread carefully on how it presents the issue. It created a campaign around a cute graphic bee design. The text is short and sweet but communicates its message in a creative way. The web design was then carried into print and other digital materials for distribution in the community. The designs are eye-catching and age appropriate, but still serious enough to show parents the warning signs of underdevelopment. Howard Brown Health Center The Howard Brown Health Center, located in Chicago, specializes in providing support, counseling and medical care for members of the LGBTQ community, including those with 18


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HIV/AIDS. In October 2010, a financial crisis threatened to shut down the center if it did not raise $500,000 in 50 days. The organization posed the campaign as a countdown of 50 days to save Howard Brown as a way to express the urgency of the situation to donors. Social Media: During the campaign, it posted weekly online updates and continually sent out news releases to local and relevant media sources including both LGBTQ centered and general news sources. The urgency of the campaign attracted the attention of many news sources. Facebook also increased media attention with a matching pledge for each new fan. Within a week, Howard Brown had reached its goal and added almost 10,000 new fans and a pool of new potential donors. However, perhaps the most powerful part of the campaign was the ‘50 stories in 50 days’ video segments broadcast on YouTube throughout its duration. The videos centered on Howard Brown success stories and were eventually sent out as mailers to donors. The videos were not especially high quality or high in production cost; they simply told the stories. In addition, the videos page features a ‘donate now’ button for easy contributions. Achievement Centers for Children The Achievement Centers for Children, located in Cleveland, Ohio, is a nonprofit organization that provides support, services and programs that help children with a wide range of physical, emotional, neurological or developmental disabilities achieve their full potential. Marketing Efforts: Targeted newsletters are mailed seasonally to families of children who participate in specific programs and to current and/or potential donors or sponsors. These individuals on the mailing list receive e-newsletters in a PDF format with the same information. Also, an annual report, which lists corporate sponsors, community partnerships and individual/business donations is included on the Achievement Centers for Children’s website. Fundraisers: The Achievement Centers for Children hosts several annual fundraising events that raise thousands of dollars to support its programs and services through local businesses and national corporate sponsorship. Community members are encouraged to attend these events and consider donating money or volunteering. The most successful fundraising event is the Sparkle, Shimmer & Shine Gala, a black tie affair that features a cocktail reception, catered dinner, a silent and live auction, and a raffle. Media Relations: The Achievement Centers for Children has formed a close relationship with local media contacts in the Cleveland area by pitching potential human interest stories to newspapers, news channels and radio stations. Audiences have been impacted by the personal accounts of children who have benefited from the its programs and services. Also, fundraising events have been promoted through print, radio and television advertisements and featured in several calendar of events listings on websites and in publications.

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Social Media: The Achievement Centers for Children has utilized social media through a variety of outlets including Facebook, Wordpress, Flickr and YouTube. Its Facebook page is regularly updated several times a week with the latest news about upcoming Achievement Center fundraising events, employee accomplishments and programs initiatives. The organization also maintains its own YouTube channel, with over 30 video uploads about children’s mental health success stories that have been viewed by 20,000 people. The New England Center for Children The New England Center for Children (NECC) is a private, nonprofit autism research education center located in Boston, Mass. It is dedicated to transforming the lives of children with autism worldwide through education, research and technology. Partnership Building: The NECC has formed some unique partnerships with local retailers who donate a percentage of sales to support the organization. Programs including the Stop and Shop’s A+ School Rewards and Box Tops for Education have generated thousands of dollars in contributions to the NECC. Ebay’s Sell for Charity program has enabled sellers to pledge to donate any portion, from 10-100 %, of the final selling price of their items to the NECC. Fundraising Initiatives: The NECC organizes and participates in a number of annual fundraising events that are open to all community members and are key to raising funds and awareness of its cause. Its main fundraising event, A Night of Music, consists of musical performances, an auction, dinner and a dance, all supporting the NECC’s Annual Fund. Application / Interpretation Research shows that donor relations, marketing initiatives, fundraising efforts, media relations, community involvement and social media are very important parts of raising funds and awareness for a nonprofit. These are areas that Tristan’s Quest needs to examine closer in order to effectively increase its donor base and raise awareness within surrounding communities. Recommendations for Website Redesign Several organizations’ websites featured design concepts or interactive features that could serve as a model for Tristan’s Quest’s website. It might be useful for Tristan’s Quest to model its “Donate Now” page after that of the Behavioral Health Services, which includes a list of contributions and how they were allocated to support specific programs. Aurora Mental Health Center has a list available with the contributions and grants received from individuals, corporations and foundations. This allows potential donors to see who is currently supporting the organization financially and encourages others to get involved. Aurora has also established its credibility and transparency by including its annual report on its website. Tristan’s Quest should consider adding a donor list to its website to show who made contributions and supplied grants in addition to creating an annual report. St. Baldrick’s has a section dedicated to other ways people can become involved with the organization. Tristan’s Quest could incorporate a section like this on its website to invite people from the community to help out in different ways by volunteering at the organization, buying supplies for the classroom or donating money to sponsor events. Also, linking success stories or 20


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client testimonials to the “Donate Now” page may make donors more inclined to donate to the organization. Tristan’s Quest’s website currently does not provide any personal stories of the children and families it has assisted, and this is one component that it should consider adding. Recommendations for Enhancing Social Media Usage Tristan’s Quest should look to how the Substance Abuse and Mental Health Services Administration is using social media in order to utilize a more aggressive social media presence, thus raising awareness for the organization. This organization’s website includes a button that allows viewers to share any information on the website or blog via Facebook, LinkedIn, Twitter, etc. This could be beneficial for Tristan’s Quest to enable visitors to share information from its website via social media. Recommendations for Expanding Marketing Efforts Other organizations have utilized their marketing tactics effectively and garnered the attention of community members by inspiring individuals to donate to their cause. The National Federation of Families for Children’s Mental Health currently sells green ribbons for people to wear at .25 cents apiece. These ribbons represent mental health awareness and encourage people to acknowledge the importance of mental health. This is an inexpensive idea that Tristan’s Quest could look into implementing to raise awareness of its services. These ribbons could be sold to local organizations, companies and schools. Aurora Mental Health Center sends out a seasonal newsletter to stay connected with families, donors and community members and update them about upcoming fundraising events. Kitsap Mental Health Services also publishes a newsletter containing a letter from its executive director. Tristan’s Quest should consider including a letter from Dr. Jean if a newsletter was created for the organization. The Achievement Centers for Children formed close media relations with print and broadcast news outlets in the Cleveland area by compiling press releases or PSA’s for promotional purposes. Tristan’s Quest could utilize these tactics to increase the number of media impressions made in the greater Greensboro community. Recommendations for Raising Awareness of Mental Health The National Federation of Families for Children’s Mental Health celebrates Mental Health Week, the first week in May, and the organization has created posters to place around the country to help raise awareness for this week. This is one creative concept that Tristan’s Quest could consider when promoting May as Mental Health Month. NFFCMH has also created several taglines for its organization that are memorable and distinctive. This is something that could help Tristan’s Quest become more well known within the local community. Aurora Mental Health Center’s website provides resources about mental health including statistics, resource guides and FAQ sheets. Tristan’s Quest may want to incorporate a Mental Health 101 section on its website to help advocate and raise awareness about mental health. Also, the Be Early campaign is a great example of how to take an abstract idea that is not easy to convey or fun to talk about and make it easily accessible to both parents and the community. Tristan’s Quest could attempt to convey issues of mental health in the same way. Recommendations for Forming Partnerships Tristan’s Quest could benefit from attaching its cause to pre-existing events like Marillac does with Gordan Biersch or the KC Autism Society. One interesting tactical idea is the donated 21


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PSA spots before movies at AMC. If Tristan’s Quest could partner with local movie theaters, it could use the advertising space to educate parents, children and the community about mental health and its importance. Recommendations for Enhancing Fundraising Efforts The Howard Brown Lifeline campaign is a realistic start for Tristan’s Quest because an idea like that could potentially allow the organization to obtain major donations in a short period of time. Tristan’s Quest could think of a fundraising effort as a ‘promotion’ and limit the number of days people have to donate in order to give it the sense of urgency people need to actually commit to donate. It would also enhance the likelihood of the media to pick up on the donation campaign. Instead of it being a long-term venture with media coverage spread out over months or years, a short push campaign could enable all types of media to cover the issue at once. This would educate the most people in the least amount of time. Tristan’s Quest could also adopt the ‘50 stories in 50 days’ idea presented by Howard Brown. Instead of having the children tell their stories (which depending on their level of communication might not be possible), it would be great to have parents or staff talk through a child’s journey with accompanying images of that child. The National Federation of Families for Children’s Mental Health’s website also enables businesses that wish to sponsor particular fundraising events easy access to downloadable PDFs that list sponsorship opportunities. There is a separate link to additional information on its four fundraising events, which enable individuals to register online for volunteering opportunities. Potential Sponsors/Partnerships Hospitals: Hospitals provide invaluable medical services to thousands of community members every year. We feel that these organizations may be interested in partnering with Tristan’s Quest to sponsor a mental health event or provide financial support to sustain its current programs. Tristan’s Quest already has been in contact with health practitioners from some of these medical facilities and would be able to foster a mutually beneficial relationship with them. By communicating with these hospitals on a regular basis and keeping them up-to-date on its latest mental health practices, Tristan’s Quest can establish itself as a potential referral source for their patients. Arts/Entertainment Venues: The art and entertainment venues that we identified as potential partners would mainly serve to advertise the issue of mental health and Tristan’s Quest. For example, to raise more awareness of the issue of mental health, an advertisement for Tristan’s Quest could air before a movie. This could attract potential clients and donors. Partnering with the children’s museums would include having discounted group ticket sales or a special day to recognize mental health. For Tristan’s Quest, it would be a way to increase awareness about the organization, and the museums would receive more business. Restaurants: Restaurants as potential donors can take a variety of avenues. First off, many restaurants have grant programs that support children’s health organizations. This would be a direct monetary or consumable donation to help offset Tristan’s Quest’s operation costs. Secondly, restaurants are often willing to sponsor profit shares, where a portion of the proceeds on any 22


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given night go to support the nonprofit organization. Finally, as shown through the Marillac research, partnerships with restaurants for community events can yield not only monetary donations but also new base of potential future donors for Tristan’s Quest. Nonprofit/Mental Health Organizations: Nonprofit and mental health organizations are good potential partners for Tristan’s Quest because they have similar goals and missions. Partnering with other nonprofits and mental health organizations is a way to spread awareness of Tristan’s Quest, as well as publicly support%&' mental and behavioral health. Partnering with more well-known mental health organizations will make relevant publics aware of its presence and services. Many of these organizations already have a stable financial backing and could serve as model programs for Tristan’s Quest in the future. Corporations: Using corporations that are recognizable will help get Tristan’s Quest’s name out in the community, raise awareness for the nonprofit and help to increase its funding. This would make them good partners for Tristan’s Quest while also providing philanthropy for the corporations. Limitations While the research we obtained provided some valuable insights for Tristan’s Quest, not all the information would be applicable to the organization based on size, budget and target audience. Several of the tactics mentioned above were utilized by larger, more established organizations that have substantial funding and an extensive donor base. In the future, Tristan’s Quest may consider certain marketing approaches or fundraising initiatives that would not necessarily be feasible at this time.

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GOALS AND OBJECTIVES: GOAL: Increase awareness of Tristan’s Quest’s services in the greater Greensboro community A focus group and interviews with other nonprofit employees revealed that there is a need to create awareness of Tristan’s Quest within the local community. It is important for the nonprofit to increase awareness of its existence so that it can help a greater number of children. Case studies showed examples of ways in which similar nonprofits raised awareness within their communities. It is also important for Tristan’s Quest to reach out to the media. Media impressions will create awareness for Tristan’s Quest’s name and cause within the community, therefore increasing its credibility as an organization to its clientele and donor base. • Objective 1: To obtain at least five new clients by fall 2013 • Objective 2: To achieve 200 media impressions weekly by fall 2013 To measure the success of our first goal, we will determine how many new clients Tristan’s Quest has obtained since the implementation of our campaign. In order to increase Tristan’s Quest’s media exposure, we will track how many times it has been covered in the media. GOAL: Educate the greater Greensboro community about the prevalence and importance of children’s mental health issues Community surveys and client supplied information revealed that the majority of the greater Greensboro community knows little about the issues surrounding mental health. Even those who are educated about mental health are rarely aware of the importance of early intervention for these children. Case studies supplied examples of similar mental health organizations that made it a priority to educate the community about these issues before promoting themselves as a solution to these challenges. One of the case studies also recognized the need to make mental health more accessible, more “warm and fuzzy,” to the community by ensuring that everyone had basic knowledge about these issues. • Objective 1: To implement a new monthly community education workshop focusing on art therapy by fall 2013 • Objective 2: To increase the number of partnerships with local community organizations by 5 percent by fall 2013 In order to evaluate the success of our second goal, we will determine whether or not the monthly art therapy workshops have gone into effect by the determined date. We will also examine the number of partnerships that Tristan’s Quest has formed in the local community from our campaign’s start and end dates. GOAL: Expand Tristan’s Quest’s fundraising efforts and donor relations initiatives One challenge that Tristan’s Quest faces is its lack of funding to sustain and improve its current programs that serve children with mental health disorders. Through our primary research, we determined that corporate giving, either through donations or event sponsorships, could provide a large share of the philanthropic support Tristan’s Quest receives each year. Thus, we propose that Tristan’s Quest increase the number of corporate sponsorships it has formed to help enhance its fundraising efforts. The organization has relied on financial support from grants and individual donations in the past, and we encourage Tristan’s Quest to make efforts to expand its 24


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donor base. Furthermore, we believe that Tristan’s Quest could financially benefit from organizing another fundraising event that would promote community participation. • Objective 1: To increase the number of individual donors by 5 percent by fall 2013 • Objective 2: To increase the number of corporate sponsorships by 10 percent by fall 2013 In order to measure the success of our third goal, we will track the number of individual donations that have been made to Tristan’s Quest over the course of our campaign and compare it to that of previous years. For corporate sponsorships, we will also evaluate the number of new funding sources that have been acquired in comparison to before the implementation of our campaign. GOAL: Enhance Tristan’s Quest’s current website and implement more targeted social media tactics A focus group with Tristan’s Quest’s stakeholders revealed a need to improve its website. Tristan’s Quest understands the importance of having a well-designed website with information and resources to provide for its publics. Case studies gave examples of other nonprofit organizations that have excellent websites and contain valuable information and links for their publics. Tristan’s Quest currently has a Twitter and Facebook, but these are not being utilized to their full potential. Social media used strategically can effectively raise awareness for Tristan’s Quest. Case studies from similar nonprofit organizations have shown that using social media can successfully educate the public about mental health. • Objective 1: To increase Facebook fans by 25 percent by January 2013 • Objective 2: To increase Twitter followers by 20 percent by January 2013 • Objective 3: To increase weekly website hits by 15 percent by fall 2013 Finally, to measure the effectiveness of our social media efforts, we will examine the number of additional Facebook fans and Twitter followers that have been acquired and evaluate their online engagement using Google Analytics. In addition, we will track the current number of weekly hits that Tristan’s Quest’s website receives and compare it to its hits after our campaign’s implementation.

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STRATEGY AND TACTICS: Executive Summary This campaign is designed to raise awareness of Tristan’s Quest, increase public knowledge of children’s mental health, implement more targeted social media efforts and expand current sources of funding, partnerships and sponsorships for the organization. Our “Picture Their Future” campaign connects the mission of Tristan’s Quest, “making children’s mental health a priority,” to creativity, goal setting and achievement. An image of a Polaroid will thread through all of our creative materials, tying them to our overarching concept, “creating a positive image of children’s mental health.” Our idea is that Tristan’s Quest allows children to start fresh with a blank canvas on which they may paint whatever they please. In turn, the children will leave Tristan’s Quest with a brighter future. Publics Addressed The audiences that this campaign will target include: • Children with mental health issues • Parents of children with mental health issues • Community members • Donors o Corporate o Individual • Medical professionals o Psychologists o Psychiatrists o Therapists o Hospital staff o Pediatricians Tristan’s Quest’s main audiences are the children with mental health issues and their parents. For the purpose of this campaign, we will focus on community members and donors because it is crucial to raise awareness of Tristan’s Quest’s impact on children’s mental health. We believe that educating the community about the issues surrounding children’s mental health will help to counter the negative stigmas associated with it. From our initial meeting with Dr. Jean, she expressed the need to expand Tristan’s Quest’s donor base by appealing to both corporations and individuals. More donations will allow the organization to sustain its current programs and potentially serve more children in the future. Currently, Tristan’s Quest receives most of its donations from individuals, but we believe that reaching out to local corporations would also be beneficial. We will utilize medical professionals as a resource because they serve as a referral base for Tristan’s Quest’s clients and educate patients about children’s mental health. It is important that the organization maintain solid relationships with these individuals because they act as credible references and can speak well on behalf of Tristan’s Quest. Creative Concept The creative concept for this campaign features the tagline and theme, “Picture Their Future: Creating a Positive Image of Children’s Mental Health.” The theme was inspired by Tristan’s Quest’s emphasis on using art therapy to help children develop through creativity and 26


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expressing themselves in an enriching way. The campaign plans to prominently feature different forms of imagery including painting, photography and other crafts. Tentatively, the campaign logo will be a polaroid style photograph featuring both text and Tristan’s Quest’s logo. This polaroid ‘frame’ will then be used to house other imagery within the campaign materials. For example, one frame might include an image of children instead of the text and one might include a child’s artwork. In addition to the imagery, the campaign text will feature art related terms such as “A Snapshot of Mental Health” to provide updates about current mental health statistics, “Portraits of Mental Health” to feature children’s successes and the analogy of children being works of art that take time and patience to cultivate into masterpieces. Ideas incorporated into this campaign include: ! Encouraging children to express themselves through the arts ! The importance of art therapy and Tristan’s Quest’s services ! Ensuring intervention to achieve success in the future ! Looking to community leaders to inspire excitement towards the future ! Instilling a sense of lifelong appreciation for the arts These apply differently for each of the targeted publics. Audience

!!!!!!!!!!!!!Message

Children with mental health issues

Parents of children with mental health issues Community members

Donors

Medical professionals

Emphasize expression through the arts and their ability to look to community leaders for inspiration and a lifelong appreciation for the arts Emphasize the importance of understanding the warning signs of mental health issues and intervening early

Focus on the importance of the issue of mental health and its impact on society, what services Tristan’s Quest provides (particularly art therapy) to serve children with mental health issues and its ability to make a difference in these children’s lives Focus on educating audiences about mental health issues, the importance of Tristan’s Quest and rates of success through its programming by creating a positive image of a child’s future Show how art therapy and other programs can be successful and how early intervention can provide brighter futures for children with mental health issues

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I. MEASURING SOCIAL MEDIA ENGAGEMENT Strategy We are proposing to focus primarily on the strategic use of social media as one of our main campaign strategies. We are going to measure the engagement levels of Tristan’s Quest’s current social media outlets and work with the nonprofit to increase viewer engagement. We will expand upon Tristan’s Quest’s current social media platforms and integrate new social media platforms into our plan that will increase awareness of Tristan’s Quest online. Through strategic usage of these social media outlets, we are hoping to reach our goals of increasing awareness of Tristan’s Quest as an organization as well as educating the greater Greensboro community about the prevalence and importance of children’s mental health issues. Tactics • Facebook Page • Twitter Account • Hootsuite • LinkedIn • Website Updates • Search Engine Optimization Facebook !!!!!Facebook is a popular social media platform that Tristan’s Quest has already incorporated into its promotional strategy. Although it maintains a Facebook presence, the organization is not updating the information frequently, thus limiting user interaction and engagement. Facebook can be used to provide people with information regarding Tristan’s Quest as an organization, while also educating them on the importance of children’s mental health. It can also help promote upcoming fundraising events. We are proposing that Tristan’s Quest post more targeted information on its Facebook page such as client success stories and updates on upcoming events and fundraisers. Tristan’s Quest should also “like” comparable local nonprofit organizations and national mental health organizations on Facebook (Refer to Appendix B). In turn, people who are fans of these pages will also be exposed to Tristan’s Quest. Twitter Twitter is a social media platform that needs to be utilized to provide people with information regarding Tristan’s Quest’s services and to educate the community. We believe it would be helpful for Tristan’s Quest to tweet a mental health “fact of the day” that could be sent out on a daily schedule. We have compiled a list of websites that post relevant facts and mental health news for this purpose. We have also created a list of other organizations that might be beneficial for Tristan’s Quest to follow on Twitter. In this way, Tristan’s Quest can connect itself with these other organizations, possibly gain new followers and see how other comparable organizations are using Twitter to promote their causes (Refer to Appendix B). Hootsuite Hootsuite will allow Tristan’s Quest to manage multiple social media sites at the same time, thus making its social media efforts more efficient and consistent. The usage of Hootsuite would allow updates on Facebook and Twitter to be synchronized simultaneously. It also enables its users to plan updates on a scheduling system so that Tristan’s Quest’s staff can plan ahead on 28


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days when they have more free time available. LinkedIn We propose that Tristan’s Quest create a LinkedIn company profile to establish its credibility as a nonprofit mental health organization. This resource would provide an overview of the company and make it more accessible for public viewing. LinkedIn is also a great way to network with other nonprofits and similar organizations by following companies. Individuals can recommend Tristan’s Quest on its page and connect with employees as well. Live Twitter and Facebook feeds can also be streamed on its LinkedIn page to generate up-to-date content about Tristan’s Quest. This tactic would help establish brand awareness for the organization. Website Updates We are proposing several suggestions for Tristan’s Quest’s website reconstruction. First, we believe it would be beneficial to include success stories on its website if Tristan’s Quest could find clients whose parents are willing to share their stories. Along this same theme, posting videos and pictures from past fundraising events will inspire future donors and increase attendance at Tristan’s Quest’s events. It would also be beneficial for Tristan’s Quest to create a “FAQs” section on its website, which would include facts about the organization and relevant mental health statistics. This section could include links to other comparable organizations and news websites that discuss mental health issues and the importance of children’s mental health awareness. Furthermore, this section could provide PDFs of Tristan’s Quest’s various promotional materials such as brochures, posters, a copy of its updated e-newsletter and recent press releases. It is important to point out the various awards that Tristan’s Quest and Dr. Jean have received over the years. These awards give the organization further credibility and help it stand out against organizations offering similar services. Including a list of current donors on its website will allow its publics to see who is donating to the organization and will encourage future individual and corporate donors. Other potential ideas for website improvement could include a photo or video tour of Tristan’s Quest’s facility, interviews with its staff, a calendar of upcoming events and a wish list of supplies that people could buy for the organization, such as arts and crafts supplies for the children. Search Engine Optimization Utilizing SEO will enable Tristan’s Quest to establish a more visible presence when web browsers type keywords into a search engine. By appearing higher up on the search results list, individuals are more likely to visit Tristan’s Quest’s website. In turn, the organization needs to edit its website content and HTML coding to incorporate popular search terms for people inquiring about children’s mental health. Popular keywords that Tristan’s Quest’s target audiences may search include “mental health services,” “children’s mental health,” “North Carolina mental health centers,” “treating children’s mental health,” etc. Also, cross linking between pages on its website will increase the number of search results that direct back to Tristan’s Quest. Ultimately, these tactics will improve Tristan’s Quest’s prominence in search results and increase website traffic. Key Messages The key messages we are hoping to convey with the Tristan’s Quest’s social media viewers are the importance of children’s mental health through posts discussing mental health 29


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facts and the reasons that early intervention is important for children with mental illnesses. We would also like viewers to be able to obtain information about Tristan’s Quest’s upcoming events, such as fundraisers. II. EDUCATING THE COMMUNITY ABOUT MENTAL HEALTH Strategy We propose creating a new fundraising event to raise awareness of Tristan’s Quest while educating the greater Greensboro community about the importance of children’s mental health. The “Green Ribbon Race” will celebrate May as Mental Health Month and spark dialogue about children’s mental health while raising funds to support Tristan’s Quest. The event will be held Saturday, May 11, 2013, in conjunction with National Children’s Mental Health Awareness Week, held the first week in May. This event will work to change the stigma behind mental health and increase public awareness of the challenges that children with mental health issues and their families face. Description The event will be held at Hester Park, located roughly six miles from Tristan’s Quest. The race will be a 5K (3.1 miles) beginning and ending on the park’s fitness trail. The route will loop twice around the park, and water stations will be available for racers every half mile. Potential sponsorships that Tristan’s Quest should look into for this event include Omega Sports and RBC Bank. There will also be a 100 yd dash, “Trot for Tots,” which encourages participation by children of all ages. Participants and event attendees will be given the opportunity to speak with Dr. Jean in a private “ask the expert” session in order to gain a better understanding of the importance of children’s mental health. In addition, a featured speaker will discuss the importance of mental health at the beginning of the event. If possible, we are hoping to recruit an athlete who has dealt with mental health issues, possibly a Greensboro Grasshopper. An Art and Awareness Banquet will conclude the race and feature a cookout and awards ceremony held at a rented shelter at Hester Park. Children’s artwork will also be on display and available for purchase at the event, with all proceeds benefiting Tristan’s Quest. Our hope is that local restaurants will donate food for the cookout and supply rewards for the race winners, such as gift cards or prize baskets. We will incorporate an online registration link for participants to register for the race in advance. If runners sign-up before April 30, 2013, the entry fee will be $25 and include a t-shirt. After this date and leading up to the day of the race, registration will cost $30 in addition to receiving a t-shirt. The t-shirt, which will feature a design drawn by a child at Tristan’s Quest, will also be available for sale at the event. Finally, the entire event will be filmed in order to raise awareness for the organization in the future. Tristan’s Quest could use parts of the filmed event on its website or upload video clips to Facebook to promote upcoming fundraising events. Tactics • • •

Twitter and Facebook E-newsletter Poster 30


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Press Releases SAMHSA Event Posting Selling Green Ribbons eBay Giving Works

Twitter and Facebook Twitter and Facebook can be used specifically to promote the Green Ribbon Race fundraiser. People will not attend the event if they are not aware of it. Utilizing Twitter and Facebook as promotional tools will allow Tristan’s Quest to connect with audiences it may not be able to reach through printed promotional materials. The event can also be promoted by inviting Tristan’s Quest’s fans to “attend” the Green Ribbon Race through a virtual invitation on Facebook (Refer to Appendix K). Using these platforms in a strategic, organized way will allow Tristan’s Quest to not only inform its audiences about the upcoming event, but also convey to the community the importance of children’s mental health issues. E-newsletter Furthermore, we are proposing that Tristan’s Quest create an e-newsletter using Constant Contact, a virtual marketing tool, which will help promote the organization as well as the upcoming Green Ribbon Race (Refer to Appendix I). This will be sent out on the second Monday of every month. Tristan’s Quest can use the virtual newsletter to inform its contacts about events that will be happening at the fundraiser, to recruit volunteers to help run the event, to highlight successful sponsorships and to keep people actively interested in the cause. Poster A poster should also be created for the Green Ribbon Race that can be distributed in local businesses, libraries, restaurants, churches, family centers and medical centers throughout the community (Refer to Appendices C, L). While advertising for the fundraiser, the posters will also include Tristan’s Quest’s name and logo, thus informing the community of its existence. Press Releases Press releases should be distributed to local media contacts, informing them of updates regarding the Green Ribbon Race (Refer to Appendices C, F). By including the media in its planning process, Tristan’s Quest will be able to inform a greater number of people within the local community about its upcoming fundraiser. We are proposing that Tristan’s Quest also hire a public relations or marketing intern to help with the creation of all of these necessary promotional materials. SAMHSA Event Posting The Substance Abuse and Mental Health Services Administration sparked the creation of National Children’s Mental Health Awareness Day as its key strategy for the Caring for Every Child’s Mental Health campaign. This initiative invites mental health organizations nationwide to promote their efforts in recognition of this day to help raise awareness of children’s mental health. Organizations can post fundraising events that celebrate children’s mental health under a social marketing tools section on SAMHSA’s community partner web page. Tristan’s Quest’s Green Ribbon Race can receive extensive web exposure by submitting a pledge form stating how this community event addresses children’s mental health. This tactic would enable Tristan’s Quest to share its plans with the community and collaborate with other organizations in 31


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supporting Awareness Day. A link to the Green Ribbon Race’s promotional materials can be included in this listing as well (Refer to Appendix D). Selling Green Ribbons Another tactic we are proposing is that Tristan’s Quest sell green ribbons at its Green Ribbon Race fundraiser. The ribbons stand for mental health awareness. Participants and attendees will be able to purchase the ribbons for $.50 a piece at a booth set up at the event. In this way, Tristan’s Quest can help raise awareness for mental health while also making a small profit off of the ribbon sales. Every cent counts! eBay Giving Works Tristan’s Quest could utilize eBay Giving Works, an online component of eBay, to further its fundraising efforts. Any eBay seller that is in good standing with the site can designate a nonprofit organization to receive a portion of the proceeds of any sale made on his/her eBay store. For example, as a seller, you might list a signed baseball in your eBay shop. You would then designate that a certain percentage of the sale go directly to Tristan’s Quest. The buyer of your product can see a nonprofit ribbon featured on that item as well as a brief description of what the organization does and how the money may be used. When a seller posts an item for sale to benefit the nonprofit, that organization is notified and allowed to review or cancel the sale of the item in the event that it reflects poorly on the organization. After the sale has been made, a direct method of payment is established, such as PayPal, and the organization receives sale proceeds. Tristan’s Quest could make this option available to potential donors and existing families by promoting this fundraising opportunity on its Facebook, Twitter and website. Key Messages The key messages we are hoping to convey to the greater Greensboro community include the importance of children’s mental health and the unique services that Tristan’s Quest offers for children with mental health issues. We are also hoping to inform the community of the need for donations and funding in order to continue running all of the programs that Tristan’s Quest currently offers its clients. III. MAKING AN IMPACT THROUGH ART THERAPY Strategy We propose that Tristan’s Quest partner with a local nonprofit organization, ArtQuest, to host a monthly “Art Smart” workshop to be held at ArtQuest’s headquarters. Both nonprofits would benefit from a partnership such as this one (Refer to Appendix E for a pitch letter to ArtQuest). ArtQuest’s art studio, located inside the Green Hill Center for NC Art, will enable children to express their creativity through designated monthly art projects. Tristan’s Quest will be able to form a connection with both current and potential clients and other community members whose children would benefit from this form of art therapy. Especially in the mental health world, art is a way to help build self-confidence and inspire learning and creativity. Description A different local artist affected by mental health issues will volunteer to teach an “Art 32


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Smart” workshop each month, with each session having a unique art project focus. While the event will be open to the community, clients at Tristan’s Quest will be encouraged to attend. There will be a general event fee, and although most proceeds will go towards the purchasing of art supplies, both ArtQuest and Tristan’s Quest will receive a portion of the event proceeds. Tristan’s Quest will also be responsible for purchasing the gift cards used to thank the artist teaching the workshop. The workshop will be held at ArtQuest, allowing Tristan’s Quest’s children and families to decide for themselves whether or not they would feel comfortable attending the event. Again, this will raise community awareness of Tristan’s Quest and children’s mental health. Throughout the event, students will be encouraged to talk about their feelings through their artwork, initiating conversations between all ages. This workshop will help foster discussion about young children’s social-emotional health. The art activities will promote the positive development of young children and create an awareness of the many entities working to enrich their overall wellbeing. Tactics • • • •

Art Therapy Definition Informational Brochure Children’s Artwork Flyers

Art Therapy Definition Art therapy is “the therapeutic use of art making, within a professional relationship, by people who experience illness, trauma, or challenges in living, and by people who seek personal development. Through creating art and reflecting on the art products and processes, people can increase awareness of self and others, cope with symptoms, stress, and traumatic experiences; enhance cognitive abilities and enjoy the life-affirming pleasure of making art” (The American Art Therapy Association, Inc.). Through art therapy, the children of Tristan’s Quest can work through their behavioral/emotional challenges while bonding with local community members. Informational Brochure Informational brochures about Tristan’s Quest will be created and distributed at the “Art Smart” workshop, as well as in local schools, businesses and medical facilities (Refer to Appendix J). It will include general information about Tristan’s Quest’s services and programs that benefit children with mental health issues and offer advice for their families. This brochure will also be available on Tristan’s Quest’s website through a downloadable PDF. Children’s Artwork We are also hoping that ArtQuest would be willing to display Tristan’s Quest’s clients’ artwork at its organization to help raise awareness for children’s mental health and to promote Tristan’s Quest. Children and families who attend ArtQuest will thus be exposed to Tristan’s Quest, its mission and the work that it does. This would provide a great opportunity for other community members to utilize Tristan’s Quest’s resources or support the organization in other ways, such as through donations.

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Flyers Finally, flyers will be handed out at local schools to advertise for the “Art Smart” workshop. ArtQuest currently offers an Artists-In-The-Schools program in conjunction with Guilford County Schools, which brings working artists to fourth grade classrooms for informative talks and demonstrations with students. We have created a list of all Guilford County middle schools and high schools where the flyers could be distributed (Refer to Appendices C, M). This will encourage interaction between Tristan’s Quest’s clients and other students their age. Key Messages The “Art Smart” workshop will be a fun way for Tristan’s Quest’s clients to interact with surrounding community members through fun, hands-on art projects. These projects will allow the children to discuss their feelings through the artwork, while helping to build self-esteem and promote creativity. The workshop will also help Tristan’s Quest to further promote its name and services in the community through its partnership with ArtQuest. Obstacles There are several key obstacles in this campaign. The first involves time management in implementing a strategic social media campaign. As there are currently only two full-time workers at Tristan’s Quest, this may involve substantial time and effort on Dr. Jean and Ellison’s behalf. To avoid this obstacle, we propose hiring a social media or marketing intern to review all social media messages before they are published online. We also suggest that Dr. Jean and Ellison be briefly trained on how to use social media strategically through some form of online tutorial, such as Bulldog Reporter - webinars. These webinars usually have a fee, but a greater understanding of strategy would dramatically increase the benefits of social media. Another similar obstacle is whether or not the organization has the manpower to take on another fundraiser, specifically the Green Ribbon Race. In this particular case, volunteers can play a major role in planning and orchestrating event logistics and can provide additional assistance to Tristan’s Quest’s staff members. Volunteers, who are willing to donate their time to ensure that these fundraising events are successful, can also recruit their friends or family members to help out as well. Another foreseeable obstacle comes with our proposed “Art Smart” workshop strategy and collaboration with ArtQuest. If ArtQuest does not want to partner with Tristan’s Quest, we will have to revise this strategy and the tactics involved. We would need to look into other organizations willing to partner with Tristan’s Quest. Overall, in terms of gaining more donors, especially corporate based donors, Tristan’s Quest may have difficulty connecting with national organizations, as it is a small, local organization. To overcome this issue, partnerships can be formed with leaders in the mental health world who represent both community and national organizations.

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EVALUATION: Social Media Engagement In order to measure the success of our social media campaign, we recommend evaluating its effectiveness based on increased awareness of Tristan’s Quest within the local community and an increased level of interaction and engagement on its various social media outlets. We recommend specifically using Hootsuite to measure engagement, media traffic and reach. A public relations or social media intern should be responsible for tracking social media efforts for Tristan’s Quest, with Dr. Jean reviewing results on a weekly basis. This will be used to gauge whether or not our proposed tactics have been successful in helping the organization implement more targeted social media strategies and increase awareness online for Tristan’s Quest. Facebook: We propose using Hootsuite as a measurement tool for Facebook. Through Hootsuite, Tristan’s Quest will be able to track online mentions of the organization and analyze its social media traffic. Hootsuite will also allow Tristan’s Quest to count the number of shares its posts receive, while also tracking the number of comments, likes and mentions. We suggest that Tristan’s Quest monitor its Facebook data on a weekly basis to track whether or not the tactics it is implementing, such as constant tweets and mental health related content, are engaging the audience or whether these tactics should be altered. The data should be placed in an Excel spreadsheet, outlining the number of content shares, impressions, comments, likes and organization mentions. In this way, Tristan’s Quest will also be able to keep track of whether its social media traffic increases during the implementation of this campaign, and specifically during and after events. Twitter: We also recommend Hootsuite as a data measurement tool for Twitter, as it can keep data organized between the two social media outlets with the use of one simple tool. Data collection will consist of of tracking the number of Twitter mentions Tristan’s Quest receives, retweets of “facts of the day” and the number of new followers the organization receives on a weekly basis. As stated previously, we suggest that Tristan’s Quest create an Excel spreadsheet dedicated to tracking information specifically on Twitter to see what information the organization’s followers are relating to and how to better engage the audience. Website Enhancement Although our team is not directly involved in the re-design of Tristan’s Quest website, the promotion and increased usefulness of the site is an integral part of the “Picture Their Future” campaign. Current monitoring of the site includes tracking the number of daily site visits, top downloads from the site and the place of origin of most visitors. While this tracking has been helpful, it has shown little targeted information surrounding major promotions or events. To further expand upon this work, we propose taking a more targeted approach to website tracking through Google Analytics on the last day of each month. Leading up to, during and after a major event, such as the Green Ribbon Race, the website content containing event information should be analyzed. This will illustrate whether the placement of the event information is effective and how many unique hits that specific section is receiving. By adding web content relevant to future fundraising events, website tracking will be more reflective of promotional success. 35


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In addition to event specific analysis, Tristan’s Quest should monitor the length of time spent on the site and the click through rate of each visitor. For example, we recommend seeing if a visitor views the site for two minutes to look at the Green Ribbon Race information and then leaves or if he or she clicks through to another page about mental health awareness, Tristan’s Quest’s services or workshops at ArtQuest. This will help evaluate the overall layout and user interface of the site by monitoring the most frequented sections of the site. Tristan’s Quest will also be able to see where its hits are routing from: Facebook, blogs, Twitter, etc., to determine which of its media outlets are most successful at driving web traffic. Green Ribbon Race In order to gauge the Green Ribbon Race’s effectiveness of raising awareness for Tristan’s Quest and informing the greater Greensboro community about the importance of children’s mental health, we recommend using several methods of evaluation. Recording the number of people who attend the inaugural Green Ribbon Race will serve as a benchmark for future fundraising events. Participants will register online and check-in at a welcome booth, run by volunteers, before the race begins. Green ribbons, honoring mental health awareness, will also be sold at this table to raise additional funds for Tristan’s Quest. The sum of the ribbon sale funds will be held separate from other donations received prior to or at the event to determine the effectiveness of ribbon sales. To increase Tristan’s Quest’s media exposure, we recommend disseminating press releases to local media groups about the Green Ribbon Race and then tracking how many times it is covered in the media. A public relations intern should handle media relations and compare inputs versus outputs by maintaining a file of media clips. Media impressions will range in terms of publication, tone, length and content. At the end of the race, participants will be asked to complete a printed survey evaluating the event and providing feedback for potential changes or improvements that could be made (Refer to Appendix G). The final survey question will ask participants if they are interested in subscribing to Tristan’s Quest’s e-newsletter. The intern could track how many individuals signup to receive the newsletter during and after the race to determine the event’s effectiveness in establishing interest in the nonprofit. Art Smart Workshop We propose keeping a record of the number of Art Smart Workshop attendees each month on an Excel spreadsheet. From this record, Tristan’s Quest will be able to assess whether the workshop has helped to raise awareness of children’s mental health within the community. This record will monitor monthly changes in the number of attendees, with the goal being to increase the number of attendees each month. We also recommend measuring social media engagement as a way to further evaluate the effectiveness of the Art Smart Workshops. The number of media impressions received and workshop mentions online will help Tristan’s Quest evaluate awareness of the workshop within the community and the satisfaction levels of recent attendees. The public relations or social media intern should be responsible for tracking social media before, during and after the workshops. The intern will follow discussions regarding the Art Smart Workshops on Facebook and Twitter to see how the audience related to the workshop and whether there are future improvements to consider. An increase in media impressions and social media engagement around the time of workshops will not only increase awareness of the program, but also general awareness of Tristan’s Quest and the importance of children’s mental health. 36


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In addition, we propose that attendees fill out a survey form distributed at the end of each workshop (Refer to Appendix G). The survey will help Tristan’s Quest receive feedback about the strengths and weaknesses of the workshop. From the survey, Tristan’s Quest will also be able to determine how many attendees are new or returning. Donor Relations In order to evaluate our efforts to expand Tristan’s Quest’s donor relations, we suggest that the organization look at financial indicators, such as the amount of donations, before and after the campaign in relation to the number of donations received and the number of new donors. This can be tracked online by monitoring the number of donations received via PayPal or eBay Giving Works and manually in the office for donations received in the mail. We also propose that Tristan’s Quest tracks the frequency of giving and note any patterns that may appear. For example, if certain people only donate during the holidays or after charity events, Tristan’s Quest should specifically target these groups during that time frame. These evaluation strategies will allow the organization not only to track the donations acquired, but also what type of individuals or corporations are donating and how they choose to do so.

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BUDGET:

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BUDGET CONTINUED:

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BUDGET CONTINUED:

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TIMELINE: August 2012 • August 1: Contact Art Quest about partnership for Art Smart workshop Set up Google Analytics account • August 2-3: Disseminate Art Smart press releases to media contacts • August 3: Activate LinkedIn account • August 6-10: Begin contacting local artists about speaking at Art Smart workshops • August 13: Send out first e-newsletter • August 13-17: Begin printing and hanging up Art Smart workshop flyers • August 20-24: Begin printing and displaying Tristan’s Quest posters and brochures • August 27: Set up Hootsuite account • August 29: Purchase art supplies for Art Smart workshop • August 31: Print Art Smart workshop surveys September 2012 • September 1: Hold first Art Smart workshop- distribute survey / Evaluate Hootsuite report • September 3: Begin Tweeting "Fact of the Day" / Post pictures from Art Smart workshop • September 6-7: Disseminate Art Smart press releases to media contacts • September 8: Evaluate Hootsuite report • September 10: Send out e-newsletter focusing on Art Smart workshops • September 10-14: Hang up Art Smart workshop flyers • September 15: Evaluate Hootsuite report • September 22: Evaluate Hootsuite report • September 29: Evaluate Hootsuite report • September 30: Google Analytics evaluation / Media impression evaluation October 2012 • October 6: Art Smart workshop- distribute surveys / Evaluate Hootsuite report • October 8: Post pictures from Art Smart workshop • October 11-12: Disseminate Art Smart press releases to media contacts • October 13: Evaluate Hootsuite report • October 15: Send out e-newsletter • October 15-19: Hang up Art Smart workshop flyers • October 20: Evaluate Hootsuite report • October 27: Evaluate Hootsuite report • October 31: Google Analytics evaluation / Media impression evaluation November 2012 • November 3: Art Smart workshop- distribute surveys / Evaluate Hootsuite report • November 5: Post pictures from Art Smart workshop • November 8-9: Disseminate Art Smart press releases to media contacts • November 10: Evaluate Hootsuite report • November 12: Send out e-newsletter focusing on eBay Giving Works • November 17: Evaluate Hootsuite report • November 18-24: Promote eBay Giving Works • November 19-23: Hang up Art Smart workshop flyers • November 24: Evaluate Hootsuite report 41


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• November 30: Google Analytics evaluation / Media impression evaluation December 2012 • December 1: Art Smart workshop- distribute surveys / Evaluate Hootsuite report • December 3: Post pictures from Art Smart workshop • December 6-7: Disseminate Art Smart press releases to media contacts • December 8: Evaluate Hootsuite report • December 10: Send out e-newsletter • December 15: Evaluate Hootsuite report • December 17-21: Hang up Art Smart workshop flyers • December 22: Evaluate Hootsuite report • December 29: Evaluate Hootsuite report • December 31: Google Analytics evaluation / Media impression evaluation January 2013 • January 4: Contact Greensboro Grasshopper to speak at Green Ribbon Race • January 5: Art Smart workshop- distribute surveys / Evaluate Hootsuite report • January 7: Post pictures from Art Smart workshop • January 10-11: Disseminate Art Smart press releases to media contacts • January 12: Evaluate Hootsuite report • January 14: Send out e-newsletter • January 14-18: Begin contacting potential sponsors for Green Ribbon Race • January 19: Evaluate Hootsuite report • January 21-25: Hang up Art Smart workshop flyers • January 26: Evaluate Hootsuite report • January 28: Reserve the Hester Park shelter for Green Ribbon Race • January 31: Google Analytics evaluation / Media impression evaluation February 2013 • February 2: Art Smart workshop- distribute surveys / Evaluate Hootsuite report • February 4: Post pictures from Art Smart workshop • February 7-8: Disseminate Art Smart press releases to media contacts • February 9: Evaluate Hootsuite report • February 11: Send out e-newsletter introducing Green Ribbon Race • February 16: Evaluate Hootsuite report • February 18-22: Hang up Art Smart workshop flyers • February 23: Evaluate Hootsuite report • February 26: Fill out pledge form to promote Green Ribbon Race (SAMHSA’s website) • February 28: Google Analytics evaluation / Media impression evaluation March 2013 • March 2: Art Smart workshop- distribute surveys / Evaluate Hootsuite report • March 4: Post pictures from Art Smart workshop • March 7-8: Disseminate Art Smart press releases to media contacts • March 9: Evaluate Hootsuite report • March 11: Online registration for Green Ribbon Race begins Send out e-newsletter with e-invites for Green Ribbon Race • March 16: Evaluate Hootsuite report 42


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March 18-22: Hang up Art Smart workshop flyers March 23: Evaluate Hootsuite report March 25-29: Ask for food/supply donations from local vendors for GR!Race March 30: Evaluate Hootsuite report March 31: Google Analytics evaluation / Media impression evaluation

April 2013 • April 1: Create Green Ribbon Race Facebook event • April 1-5: Begin printing and hanging up Green Ribbon Race flyers • April 5: Order green ribbons & safety pins • April 6: Art Smart workshop- distribute surveys / Evaluate Hootsuite report • April 8: Send out e-newsletter featuring Green Ribbon Race Post pictures from Art Smart workshop • April 9: Order Green Ribbon Race t-shirts • April 11-12: Disseminate Art Smart press releases to media contacts • April 13: Evaluate Hootsuite report • April 15: Reserve tables & chairs for Art and Awareness Banquet • April 16: Order awards for race winners • April 18-19: Disseminate Green Ribbon Race press releases to media contacts • April 20: Evaluate Hootsuite report • April 22-26: Hang up Art Smart workshop flyers • April 27: Evaluate Hootsuite report • April 29: Purchase decorations for Art and Awareness Banquet • April 30: Last day to register online for Green Ribbon Race for $25 entry fee Google Analytics evaluation / Media impression evaluation May 2013 • May 1-3: Finalize all race logistics • May 3: Follow-up with media about Green Ribbon Race • May 4: Art Smart workshop- distribute surveys / Evaluate Hootsuite report • May 5-11: National Children’s Mental Health Awareness Week Social Media focus on NCMHAW & Green Ribbon Race • May 6: Post pictures from Art Smart workshop Send out email reminders to pre-registered racers • May 9-10: Disseminate Art Smart press releases to media contacts • May 10: Print Green Ribbon Race surveys • May 11: Host Green Ribbon Race- distribute surveys / Evaluate Hootsuite report • May 13: Send out e-newsletter with recap of Green Ribbon Race Upload videos and photos from Green Ribbon Race • May 14-17: Follow-up with media contacts Write and mail thank you’s to race participants, sponsors, donors, etc. • May 18: Evaluate Hootsuite report • May 20-24: Hang up Art Smart workshop flyers • May 25: Evaluate Hootsuite report • May 31: Google Analytics evaluation / Media impression evaluation June 2013 • June 1: Art Smart workshop- distribute surveys / Evaluate Hootsuite report 43


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June 3: Post pictures from Art Smart workshop June 6-7: Disseminate Art Smart press releases to media contacts June 8: Evaluate Hootsuite report June 10: Send out e-newsletter with fundraising statistics June 15: Evaluate Hootsuite report June 17-21: Hang up Art Smart workshop flyers June 22: Evaluate Hootsuite report June 29: Evaluate Hootsuite report June 30: Google Analytics evaluation / Media impression evaluation

July 2013 • July 6: Art Smart workshop- distribute surveys / Evaluate Hootsuite report • July 8: Send out e-newsletter / Post pictures from Art Smart workshop • July 11-12: Disseminate Art Smart press releases to media contacts • July 13: Evaluate Hootsuite report • July 20: Evaluate Hootsuite report • July 22-26: Hang up Art Smart workshop flyers • July 27: Evaluate Hootsuite report • July 29-30: Begin contacting new Art Smart speakers • July 31: Google Analytics evaluation / Media impression evaluation Ongoing: • Tweet “Fact of the Day” daily • Update Facebook page as necessary with most relevant information, upcoming events, Tristan’s Quest news, etc. • Update LinkedIn with latest Tristan’s Quest achievements and media coverage • Restock art supplies as needed for Art Smart workshops • Posts on social media asking for feedback following Art Smart workshops

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CONCLUSION: Our “Picture Their Future” campaign emphasizes Tristan’s Quest’s mission of “making children’s mental health a priority” through our creative concept using Polaroid photos. We have incorporated Tristan’s Quest’s current logo into a black and white image with the text, “creating a positive image of children’s mental health.” Our goal is to change the stigma associated with mental health by communicating a message that embraces Tristan’s Quest’s ABC’s: “acknowledge the strengths; believe in potential; conquer the challenges.” In order to reach audiences and enhance brand awareness of Tristan’s Quest, we have proposed several goals and objectives that coincide with our strategies and tactics. By creating the Green Ribbon Race and Art Smart workshops, these events will spark community participation and increase funds to sustain Tristan’s Quest’s educational programs. An increase in online engagement, by implementing more targeted social media tactics and updating the website, will keep the community informed about Tristan’s Quest latest initiatives. Expanding marketing efforts beyond word of mouth, by disseminating press releases and creating promotional materials, will form a greater connection with potential clients, donors, sponsors and advocates. By implementing our strategic campaign, Tristan’s Quest will be able to achieve success through changing the actions, attitudes and awareness of its target audiences. This will be reflected by a potential increase in the number of individual and corporate donors, a more educated public on the misrepresentation of children’s mental health, and a heightened awareness of Tristan’s Quest’s programs and services. In turn, Tristan’s Quest will establish its credibility as an invaluable service provider that will continue to make a difference in the lives of special needs children and their families.

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Appendices Appendix A: TQ Supporters – Past and Present Potential sponsors/partnerships Appendix B: Sample Tweets List of organizations to follow/”like” Appendix C: Local libraries Guilford Country schools Local Media contacts Appendix D: SAMHSA event posting Appendix E: ArtQuest pitch letter Appendix F: Art Smart Workshop press release Green Ribbon Race press release Appendix G: Art Smart Workshop survey questions Green Ribbon Race survey questions Appendix H: TQ LinkedIn Profile content Appendix I: TQ Constant Contact Newsletter example Appendix J: TQ Brochure Appendix K: Green Ribbon Race Facebook Event Appendix L: Green Ribbon Race poster Appendix M: Art Smart Workshop flyer !!!!!!!!!!!!!!!!!!!!!!()!*+,-%.+/!012+, 52


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APPENDIX A TQ Supporters Past and Present: The following foundations have supported Tristan’s Quest through grants over the years: American Psychiatric Foundation Cemala Foundation Community Foundation of Greater Greensboro Darden Foundation Tannenbaum Sternberger Foundation 21st Century Dell Foundation Weaver Foundation The Future Fund of Greater Greensboro The Dillard Fund Guilford County Community Collaborative Food Lion Foundation International Paper Foundation Junior League of High Point Medical Alliance Foundation Kate B. Reynolds Foundation Kids ‘N’ Community Foundation Kiwanis Club of Greensboro Nat Greene Kiwanis Club Quota Club, International Sheetz Foundation Shire Pharmaceuticals Walmart Foundation Sam’s Club Mary Lynn Richardson Foundation Theresa Foundation David and Claudia Reich Family Fund Moses Cone – Wesley Long Community Health Foundation The following is a list of partnerships that Tristan’s Quest has formed: Fairway Outdoor Advertising Food Lion Clinton Press Guilford County Schools MATCH Program Coca-Cola Krispy Kreme McDonald’s Harris Teeter Walgreens These orgs have sponsored the Yamamori Ltd Annual Golf Tournament the past 3 years: Cornerstone Healthcare Carolina Bank Natty Greene’s Flow Mini Cooper East Coast Recovery Farm Bureau Insurance BB&T Country Wide Loans Modern Automotive Allen Tate Realtors Chicago Title Insurance Tom Chitty and Associates Association Management Group Triad Business Builders Midcarolina Bank Greens Street Entertainment Fox Cleaners Wachovia Jeff Thigpen Registrar of Deeds VF Corporation Moses Cone Behavioral Health Shire Pharmaceuticals Sweet Basil’s Alamance Regional Medical Center American Partners Federal Credit Union Investors Title Insurance Company Morehead United Methodist Church TCNK, Inc. Partnership Property Management Roberson, Haworth, and Reese Wellington Advisers Yamamori Ltd Jewelers Dr. Kathleen Lucas and Dr. Larry Ransom Biscuitville Lisa Weeks and Lori Boldt PI Properties Booth Harrington & Johns of NC Universal Leather The Taylor, Benson, & Omohundro Families The Picon Family 53


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APPENDIX A Potential sponsors/partnerships: Local Hospitals: Alamance Regional Medical Center Brenner Children’s Hospital Medical Park Hospital High Point Regional Health System Moses Cone Health System Moses Cone Behavioral Health Center Wake Forest University Baptist Medical Center Amos Cottage Rehabilitation Hospital for Children

Forsyth Medical Center Novant Health North Carolina Baptist Hospitals, Inc Kindred Hospital Randolph Hospital Wesley Long Hospital Women’s Hospital of Greensboro

Arts/Entertainment Venues: Regal Greensboro Grande Stadium 16 Sedgefield Crossing Cinemas $1.00 Carmike 18 – Greensboro The Natural Science Center of Greensboro Triad Lanes Bowling Alley Gate City Lanes Bowling Alley

Carousel Grande Cinema 15 Cinemark Brassfield Cinema 10 The Greensboro Children's Museum Triad Lanes Bowling Alley AMF Bowling Alley

Restaurants: Bojangles Hams Chipotle

Hardees Applebee's LM Restaurants

Nonprofit/Mental Health Organizations: Blue Cross Blue Shield of NC United Way Autism Society of NC

YMCA Dominion Foundation National Institute on Mental Health

Corporations: First Citizens Bank Bank of America Foundation Target Foundation Champion Sports Wear Omega Sports The Fresh Market Johnson & Johnson

RBC Wells Fargo Foundation Genworth Financial Soffees Shoes Labcorp Koury Corporation

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APPENDIX B Sample Tweets: Twitter “Facts of the Day” • One in five children has a diagnosable mental disorder – http://www.nccp.org/publications/pdf/text_687.pdf

Early identification and treatment is of vital importance. By getting people the treatment they need early, recovery is possible. – http://www.nami.org/gtsTemplate.cfm?Section=Newsroom&Template=/ContentManage ment/ContentDisplay.cfm&ContentID=31161 Mental Illness: Myths vs. Facts –

Celebrate National Children’s Mental Health Awareness Week! –

• •

Children’s Mental Health Resource List: http://www.mentalhealthamerica.net/go/children “For too long we have swept the problems of mental illness under the carpet... and hoped that they would go away.” – Richard J. Codey Check out this great website on children’s mental health disorders, sponsored by the U.S. National Library of Medicine and National Institutes of Health –

http://www.whatadifference.samhsa.gov/learn.asp?nav=nav01_1&content=1_1_myt hsfacts http://ffcmh.org/2012/01/national-children’s-mental-health-awareness-week/

http://www.nlm.nih.gov/medlineplus/childmentalhealth.html • •

Around 20% of the world's children and adolescents are estimated to have mental disorders or problems (The World Health Organization) “All ages are susceptible to mental illness, but the young and the old are especially vulnerable.” – The National Alliance on Mental Illness

Mental Health Information Tweets • Do you know the signs? Check out the Minnesota Association for Children’s Mental Health’s fact sheets: http://www.macmh.org/publications/fact_sheets/fact_sheets.php • Did you know half of mental health disorders start before age 14, according to the World Health Organization? Click here for more facts: http://www.who.int/features/factfiles/mental_health/mental_health_facts/en/index.html • Getting ready for back to school? Click here to find valuable information on how to help children make the most of it: http://www.mentalhealthamerica.net/farcry/go/information/get-info/children-s-mentalhealth/back-to-school--homepage • Not all children develop at the same rate. Check out the AACAP’s Facts for Families here: http://www.aacap.org/cs/root/facts_for_families/facts_for_families • One in 10 children have a mental health issue. Two in 10 have a problem severe enough to interfere with everyday life. (National Institute of Mental Health) • Adolescents with mental health problems have the lowest rates of employment. • As many as 50% of children with ADHD are never diagnosed. (CDC) • Adolescents with mental health problems have the highest rates of high school dropouts. • What can a child this mental health disorders achieve? Check out the possibilities presented in the CMHO’s video: http://www.youtube.com/watch?v=bbOTV_ujri4 • How do you get help if you think your child has a mental health issue? Watch this video to learn more: http://www.youtube.com/watch?v=l9eIilX4xZc 55


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Appendix B Sample Tweets Continued: Videos • • • • • • • • • •

“Change Your View.” http://www.youtube.com/watch?v=bbOTV_ujri4 First-hand account of mental health stigmas. http://www.youtube.com/watch?v=F2r8aXyCO5Q&feature=related Great video on mental health stigmas. http://www.youtube.com/watch?v=XcEYkPtBeKY&feature=related Understanding Mental Illness. http://www.youtube.com/watch?v=l7eKfTw0MOk&feature=related The Fragile Balance. http://www.youtube.com/watch?v=aVvS4enBIyo Maybe Tristan’s Quest should do this too! http://www.youtube.com/watch?v=Up9XFJMmys Amazing study on children’s mental health. http://www.youtube.com/watch?v=hOrR6CpRLCw Great anti-label PSA. http://www.youtube.com/watch?v=738ZDj-Xru8&feature=related What does recovery mean to you? http://www.youtube.com/watch?v=pmzBSWSXRYA What will you do for your Mental Health Day? http://www.youtube.com/watch?v=xyjyhpZkpuA&feature=related

Green Ribbon Race • Show your support for National Children’s Mental Health Awareness Month by wearing a green ribbon TODAY! • Register online for our upcoming Green Ribbon Race on May 11 at Hester Park. You won’t want to miss it! (include link) • National Children’s Mental Health Awareness Week begins TODAY. Help us raise awareness by wearing a green ribbon to honor these children! • Don’t forget to sign up to participate in the Green Ribbon Race. Registration is only $25 and includes a t-shirt, post-race banquet and much more! (include link) • TODAY is the big day! We hope to see you at Hester Park for the Green Ribbon Race! Check-in begins at 9 a.m., and the race starts at 10 a.m. • Want to hear a Greensboro Grasshopper speak about the importance of children’s mental health? Attend the Green Ribbon Race at Hester Park TODAY! • Are you an avid runner or dedicated walker? Want to support our efforts to improve the lives of children with mental health issues? Sign up for the Green Ribbon Race TODAY! (include link) • TODAY is the last day to register online for the Green Ribbon Race! Participants can still sign-up at the event itself by arriving at 9 a.m. and paying a $30 entry fee. (include link) • Don’t forget to bring your tennis shoes and wear your green ribbon at our inaugural Green Ribbon Race TOMORROW! We look forward to seeing you at Hester Park for check-in at 9 a.m. • Invite your friends, family and co-workers to attend the Green Ribbon Race kick-off at 10 a.m. on May 11 at Hester Park! All proceeds support our efforts to improve children’s mental health.

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APPENDIX B Sample Tweets Continued: Art Smart Workshop • Come out to the Art Smart workshop this Saturday at ArtQuest with local artist William Mangum! • Did you attend this month’s Art Smart workshop? Let us know what you learned! #ArtSmart • Join local artist William Mangum at the Art Smart workshop this Saturday at ArtQuest to create a piece of art! • Join us the first Saturday of every month at ArtQuest to attend an art class featuring a local artist! • Have you ever made a miniature clay sculpture? Come to the Art Smart workshop this Saturday and create one! • Our Art Smart workshop was featured in The News and Record (link). Read and find out more about what the workshop offers! • Calling all artists! The first Art Smart workshop is on Saturday, Sept. 1, 2012. • Saturday’s Art Smart workshop was a success! If you were not able to join us, be sure to attend next time! • A child from Tristan’s Quest created this clay sculpture! (link) Post pictures with your creations from the workshop! #ArtSmart • Art Smart workshop attendees: What has been your favorite workshop? #ArtSmart List of other organizations to follow!/!like Twitter • • • • • • • • • • • • • • • • •

Mental Health NIMH - @NIMHgov AACAP - @AACAP Bring Change to Mind @bc2m Child Mind Institute - @CHildMindDotOrg CAMH Foundation - @endstigma CAMH - @CAMHnews Child-Psych.org - @ChildPsychology Mental Help Net - @MentalHelpNet DHS Childrens MH - @childrensmh TheMHS - @themhsorg MIAWCanada - @MIAWCanada NoStigmas - @NoStigmas End The Stigma - @EndTheStigma Mental Health America - @MentalHealthAm SCC Mental Health - @SCCMentalHealth MNT Mental Health - @mnt_mentalhealt Autismspeaks - @autismspeaks

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APPENDIX C Local Libraries • Blanche Benjamin Branch Library • Glenwood Branch • Greensboro Public Library • Guilford College Branch • Mcgirt-Horton Branch Library • Southwest Branch Library • Vance H. Chavis Lifelong Learning Center Guildford County Schools High Schools • T. Wingate Andrews High School, High Point • James B. Dudley High School, Greensboro • Eastern Guilford High School, Gibsonville • Grimsley High School, Greensboro • GTCC Middle College High School, Jamestown • Guilford County Middle College High School, Greensboro • Guilford Early College High, Greensboro • High Point Central High School, High Point • Northeast Guilford High School, McLeansville • Northern Guilford High School, Greensboro • Northwest Guilford High School, Greensboro • Walter Hines Page Senior High School, Greensboro • Ragsdale High School, Jamestown • Ben L. Smith High School, Greensboro • Southeast Guilford High School, Greensboro • Southern Guilford High School, Greensboro • Southwest Guilford High School, High Point • Western Guilford High School, Greensboro • • • • • • • • •

Guilford County Middle Schools Allen Jay Middle School Brown Summit Center Ferndale Middle School Jackson Middle School Kernodle Middle School Laurin Welborn Middle School Mendenhall Middle School Northwest Guilford Middle Southeast Guilford Middle School

Aycock Middle School Eastern Middle School Guilford Middle School Jamestown Middle School Kiser Middle School Lincoln Academy Northeast Guilford Middle Otis L Hairston Senior Middle School

Media Contacts • News & Record (336) 373-7000 • WFMY-CBS 2 (336) 379-9369 • News 14 Carolina (336) 856-9497 • Triangle.com 58


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APPENDIX D SAMHSA Event Posting: Join Tristan’s Quest, a Greensboro, N.C. 501 (c)(3) nonprofit organization, in recognizing National Children’s Mental Health Awareness Week by attending our inaugural Green Ribbon Race. What: 5K (3.1 mile) run/walk Where: Hester Park- Greensboro, N.C. When: May 11, 2013 Check-in: 9-10 a.m. Race kick-off: 10 a.m. Art and Awareness Banquet and awards ceremony: 11:30 a.m. Why: Support Tristan’s Quest in our efforts to serve children with mental health issues and their families through our educational programs and family services. Who: All community members are invited to attend or participate in the race and celebration afterwards. Registration Information: • Online registration for the Green Ribbon Race begins March 11. • Register before April 30 for a $25 fee, which includes a t-shirt, complimentary food and drinks at our post-race banquet and much more. • $30 registration fee to sign-up at the race. Event Highlights: • A baseball player from the Greensboro Grasshoppers will talk about the importance of children’s mental health. • Dr. Jean Allen, the executive director of Tristan’s Quest, will host a Q&A session on children’s mental health treatment. • Children of all ages are encouraged to participate in the “Trot for Tots,” a 100 yd. dash. Awards: • The post-race awards ceremony and banquet will be held at Pavilion 1 in Hester Park. • The top male and female overall finishers and the top three male and female finishers in each age division will receive awards. Other Details: • Green Ribbons will be sold at the race in recognition of May as Mental Health. • Children’s artwork from Tristan’s Quest will also be on display and available for purchase during the banquet. • We welcome donations, which can be made at the race or online. • We are also looking for potential sponsors to help fund the event and volunteers to assist at the race. Please contact Dr. Jean Allen if interested. For more information, please visit our website, www.tristansquest.com, call our office, (336) 547-7460, or email Dr. Jean Allen, drjean@triad.rr.com. 59


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APPENDIX E ArtQuest pitch letter:

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APPENDIX F Art Smart Workshop press release:

News Release FOR IMMEDIATE RELEASE !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!FOR MORE INFORMATION, CONTACT: 34'. 1, 2015 !!!Dr. Jean Allen Executive Director (336) 547-7460

drjean@triad.rr.com

Local nonprofits partner to host monthly ‘Art Smart Workshop’ - Tristan’s Quest and ArtQuest create art therapy workshop for children with mental health issues – GREENSBORO, N.C. - 34'. 1, 2015 – Two nonprofits from the greater Greensboro area, Tristan’s Quest and ArtQuest, have partnered to create a monthly workshop focused on improving the lives of children with mental health issues through art. The workshop will be held on the first Saturday of every month, beginning on Sept. 1, 2012. The Art Smart workshop, held at ArtQuest’s studio inside the Green Hill Center for NC Art, will be open to the public. “ArtQuest has formed a mutually beneficial partnership with us by helping to create this workshop,” said Dr. Jean, executive director of Tristan’s Quest. “We are so grateful for the amazing opportunity the ‘Art Smart Workshop’ has created for children struggling with mental health issues.” Participants will be challenged with art projects to be completed during the workshop, while under the direction of a local artist. The hope is that the special needs children will benefit from this form of art therapy, while also forming connections with community members. “Art inspires creativity, allowing children to express themselves using visual communication,” said Ellison Hargis, a child developmentalist at Tristan’s Quest. “Our hope is that this workshop will help the children build self confidence, while also emphasizing the importance of children’s mental health within the community.” The Art Smart workshop will cost $25 per session and proceeds will be split between the two nonprofits.

ABOUT TRISTAN’S QUEST: Tristan’s Quest is a 501©3 nonprofit organization located in Greensboro, North Carolina that is dedicated to serving children with emotional/behavioral issues and their families. It provides many social services and educational programs. The executive director, Dr. Jean, has over 30 years of experience working with special needs children and is an advocate for children’s mental health awareness within the community. For more information, visit www.tristansquest.com.

ABOUT ARTQUEST: Within the exhibition galleries of Green Hill Center is ArtQuest, a permanent hands-on art studio. This studio provides the perfect setting for families, school groups and other organizations to immerse themselves in the world of art and creativity. After a quick tour of the space, visitors set off on an adventure of their own exploring clay, paint, weaving, collage, books and more. ArtQuest accommodates children of all ages. For more information, please visit www.greenhillcenter.org.

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APPENDIX F Green Ribbon Race press release:

News Release FOR IMMEDIATE RELEASE 67&. 1, 2018

FOR MORE INFORMATION, CONTACT: !!!!!!!Dr. Jean Allen Executive Director (336) 547-7460

drjean@triad.rr.com

Local nonprofit, Tristan’s Quest, to host Green Ribbon 5k - Race to celebrate National Children’s Mental Health Awareness Week –

GREENSBORO, N.C. - Jan. 1, 2018 – Tristan’s Quest, a local nonprofit dedicated to improving the lives of children with emotional, behavioral, social and academic challenges is hosting a 3 mile race to raise awareness for the importance of children’s mental health. The Green Ribbon Race will be held at 10 a.m. on Saturday, May 11, 2013. The race will be held in conjunction with National Children’s Mental Health Awareness Week, celebrated the first week in May. It is designed to raise money to cover some the costly services Tristan’s Quest provides for children with mental health issues within the greater Greensboro area and surrounding communities. “Children are the most important thing in the world to us,” said Dr. Jean, executive director of Tristan’s Quest. “Therefore, we strive to help them in every possible way. Every child deserves the chance to become the best person he or she can be.” The race will feature a speaker from the Greensboro Grasshoppers, free “ask the expert” sessions will Dr. Jean to discuss mental health awareness, t-shirts, children’s artwork available for purchase, an awards ceremony for the race winners and an Art and Awareness Banquet catered by local restaurants to conclude the race. The entry fee is $25 for online registration, or $30 the day of the race. Upon registration, the participant will receive a race package, including a t-shirt commemorating the event. The Green Ribbon Race will be held at Hester Park, located roughly six miles from Tristan’s Quest. The race will be a 5K (3.1 miles) beginning and ending on the park’s fitness trail. There will also be a 100-yard dash, “Trot for Tots,” encouraging participation from children of all ages. ABOUT TRISTAN’S QUEST: Tristan’s Quest is a 501©3 nonprofit organization located in Greensboro, North Carolina that is dedicated to serving children with emotional/behavioral issues and their families. It provides many social services and educational programs. The executive director, Dr. Jean, has over 30 years of experience working with special needs children and is an advocate for children’s mental health awareness within the community. ### 62


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APPENDIX G Art Smart Workshop survey questions: o

o

o

o

o

o

o

How did you hear about the workshop? ! Social media ! Website ! Word-of-mouth ! Flyers ! Media coverage ! Saw advertisement at Art Quest ! Other Have you attended an Art Smart workshop before? ! Yes ! No Are you or a family member a client at Tristanâ&#x20AC;&#x2122;s Quest? ! Yes ! No ! Unsure Do you feel that art therapy is an effective way to treat childrenâ&#x20AC;&#x2122;s mental health? ! Yes ! No ! Unsure Did the speaker enhance your experience at the workshop? ! Yes ! No ! Unsure Do you know of any local artists who may be interested in leading an Art Smart workshop? ! Yes- please provide contact info ! No Would you recommend the workshop to others? ! Yes ! No ! Unsure

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APPENDIX G Green Ribbon Race survey questions: o

o

o

o

o

o

o

o

How did you hear about the event? ! Social media ! Website ! Word-of-mouth ! Flyers ! Media coverage ! Other Are you or a family member a client at Tristan’s Quest? ! Yes ! No ! Unsure Do you know what the green ribbon symbolizes? ! Yes ! No ! Unsure Did you participate in the 5k? ! Yes ! No Did you attend the “Ask the Expert” session with Dr. Jean? ! Yes ! No Did you contribute any money to support the event? ! Yes ! No After attending the event, do you feel you have a better understanding of the importance of children’s mental health? ! Yes ! No ! Unsure Would you like to sign up to receive our monthly e-newsletter? ! Yes- please include email address ! No

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APPENDIX H TQ LinkedIn Profile body copy:

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APPENDIX J TQ Brochure (front and back):

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APPENDIX J TQ Brochure (inside):

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APPENDIX K Green Ribbon Race Facebook event:

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APPENDIX L Green Ribbon Race Poster:

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APPENDIX M Art Smart Workshop flyer:

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APPENDIX M TQ Services flyer:

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