Page 1

be

co

me

PO

af

rie

ST

nd

of

UP

the

!

fe n

ce


“The Roosters is an opportunity for men to get a fresh start with new invigorating friends. The idea to form The Roosters took shape when sharp executives decided to bring together men who would make a difference in the community.�- The Daily Pilot


PO

ST

ROOSTERS FOUNDATION ORANGE COUNTY

THE TEAM Lauren Borba Clarissa DeMarquez John Pierce Lawrence Stevens Rachel Tilghman Emily Voogt

UP

!


TABLE OF CONTENTS Direct Mail 22 Posters 23 Newsletter 24 Brochure 25 PSA Script 26 Spokesperson Bio 27 News Release 28 Feature Article 29 30 10 Media Alert 31 11 Media Pitch 32 12 Press Kit Cover Letter 13 14 Part Three Appendix 34-39 15 Primary Research 40-45 16 Trend Research Literature Analysis 46-47 Bibliography 48-49 18 19 The Roosters while seemly plural is the all encom20 passing name for the social and charity organization 21 made up of 100 professional men of diverse backgrounds

Executive Summary 1 Client Fact Sheet 2 Introduction 3 Background Information 4 SWOT Analysis 5 Situation Analysis 6-7 Part One The Plan Key Publics Goals and Objectives Strategies and Tactics Communication Confirmation Table Calendar Budget Evaluation Part Two Communication Materials Logo Redesign Brand Identity Guide Website Social Media

in the Orange County Area. Members refer to themselves as the Roosters. The differentiation should be noted when analyzing the content of this campaign. The Roosters – the organization – singular the Roosters – the members – plural


EXECUTIVE SUMMARY Background:

The Roosters is a social and charity organization made up of 100 professional men of diverse backgrounds in the Orange County Area. The Roosters were founded on February 16, 1977. For 35 years, they have been assisting children within the Orange County community, while creating fellowship.

POST UP! Goal:

To create awareness of Roosters purpose in the Orange County community by highlighting past achievements and future goals.

Key Publics: 1. 2. 3. 4. 5. 6.

Orange County charities supporting young children Children in need in Orange County Past members Current members Potential members Current donors

7. 8. 9. 10. 11. 12.

Previous charities Current charities Potential donors Potential sponsors Potential volunteers Potential business corporations

Tagline:

POST UP! become a

friend of the fence

Main Objectives:

Strategies & Tactics

o To raise awareness and gain recognition for The Roosters among local Orange County community members and corporations, in order to raise funds and therefore be able to distribute more grants. o To better unite the 100 Roosters members over one common goal: helping children in Orange County. To aide in combating old attitudes that focus on social activities over philanthropic responsibilities. o To re-establish The Roosters as an elite yet approachable brand to attract new potential businesses to become donors.

Motivate current and potential Roosters members to actively participate in activities, events, and spreading knowledge of the foundation’s purpose and future goals.

Budget: $4,650 (Post Up!)

1


CLIENT FACT SHEET Mission:

Board of Directors:

The Roosters is an organization that stands for friendship, fellowship, charity and good times. It stands for busy, worldly men who take the time to give those less fortunate a helping hand. It stands for warmth, strength and shared laughter.

There are 9 board members. The executive board is made up of the President, Vice President and treasurer, and the other 6 board members are Directors. There is a Charity Chair Director, Social Director, Crow Newsletter Director, Membership Director and Major Event Co-Chairs. The entire board meets the second Tuesday of every month.

Organization: The organization consists of 100 dedicated men who have diverse backgrounds in the Orange County area. A board of directors oversees Roosters with President Randy Fine in charge. There is also off-board chairmanships involved with the food drive and food and wine celebration.

Programs: The Roosters are a pass through non-profit and social organization. Through charity events, they are able to support many local Orange County non-profits. Their signature events are the “OC Food and Wine Celebration” black tie dinner and gala hosted every April and a food drive that feeds over 32,000 people every December. They also host golf tournaments and other fundraisers throughout the year.

Operations: The entire organization meets the second Thursday of every month at a luncheon, where the board communication information to the members. Once every month, there is either a social event or a service/charity fundraiser.

Services: Orange County area non-profit organizations that primarily focus on support children ages 18 and under may apply for grants from the Roosters. These grants can range from $5,000 to $50,000 and are given out every quarter at various Rooster events.

FACTS •

2

• • •

The Friendly Center received their largest ever grant of $50,000 from the Roosters in 2009. The average age of membership is 52. On average, The Roosters raise $300,000 a year. The members are entirely volunteer based. There is one paid employee, an outside event coordinator.


INTRODUCTION Become a friend of the Roosters Fence Foundation and protect disadvantaged children from the threats in our own backyard. Each charitable organization supported by Roosters Foundation acts as a fence post. This fence blocks out the hardships disadvantaged children face. As The Roosters organization grows, so does the fence. Typically, roosters perch atop a fence and the members of The Roosters act as guides watching over this fence. A goal of the Roosters Foundation is to create awareness of The Roosters’ purpose in the Orange County community by re-branding the organization as well as highlighting past achievements and future goals. A key public of this campaign are previous and current charities that The Roosters partner with. The Roosters aim to raising money while working with other organizations to help disadvantaged children in Orange County. They also are interested in connecting with more of the Orange County community and media to enhance reputation of the charity and gain prominence within the Orange County. The issue is supporting other charitable organizations while maintaining their own identity. As a solution The Roosters give grants to charities that reflect their values and mission. These charities are aligned with The Roosters and are a continuation of what they stand for. As a fellow non-profit, The Roosters relies on the charities they give to in order to spread awareness about their efforts in Orange County. They depend on the nonprofits to implement the aid they are distributing and to directly make a difference in the lives underprivileged children. Working together to help children in Orange County: I am a Friend of the Fence. Another key public of the Post Up campaign are potential sponsors. Gaining partnerships with businesses and organizations that share similar altruistic values, as well as have a reputation that would benefit the positioning of the Roosters Foundation. The issue is building relationships and earning the support of potential sponsors that have national or local name recognition. If resolved, the Roosters Foundation could catapult its own name into the spotlight. Through making necessary connections The Roosters can bridge the gap and acquire the kind of awareness it deserves. The Roosters are continually looking to expand its sphere of influence and impact in the community. With a strong brand reputation, the Roosters can more effectively achieve its goals with the support of the right sponsors that dovetail their mission. Support the Roosters and their mission to lend a helping hand to underprivileged children in Orange County: become a Friend of the Fence.

3


BACKGROUND INFORMATION Founded on February 16, 1977, The Roosters is a social and charity organization made up of 100 professional men of diverse backgrounds in the Orange County Area. For 35 years, they have been assisting children within the Orange County community, while creating fellowship. The Roosters is not only a social organization, but a group of dedicated men striving to help disadvantaged children in the Orange County area. The men involved in Roosters Foundation are active and close, which is reflected in their successful charitable efforts. The competition is minimal because there are few organizations with the same qualities. With this idea, The Roosters has a huge opportunity to create awareness and focus on its true purpose rather than any potential competitors. From its beginnings 1974 to 1977, the social and charity activities continuously increased to such proportions that someone suggested that they incorporate as a Mutual Benefit Corporation, similar to a college fraternity. This would limit liability and allow certain tax deductions. They got the name Roosters from the English word for Chanteclair. The name was adopted and Roosters was incorporated on February 16, 1977. The Roosters are a very unique foundation in the sense that they are a 501-c-3 tax-exempt charity that benefits other charities. They have never been faced with any legal problems or issues. Their membership is always at ninety or higher. Although they have a high number of members, The Roosters sometimes struggle with getting all their members to actively participate and volunteer. Only thirty percent of Rooster members consistently are involved in volunteering, hold positions or head charitable events. At the beginning of Roosters existence, they did many charitable activities but there was more of an emphasis on the social aspect of the organization. Today, Roosters’ emphasis has changed. Although they do identify themselves as a social organization, they place charity and giving back as its first and foremost priority. They used to solely give grants to children’s charities. Now they have two types of grants that they give, the second being focused on education. Some details have changed over the years but Roosters still has the same goal, to assist and make a difference in the lives of children in Orange County.

4


SWOT ANALYSIS

Core Opportunity: If The Roosters does not re-brand and reposition its organization they won’t be able to capitalize on the donations and media attention vital to propel their organization forward.

Strengths:

Weaknesses:

Connections/Networks, Social atmosphere, Commitment to service and their community, programming, grant distribution

Lack of marketing materials, outdated website, poor media communications, no social media strategies

Opportunities:

Threats:

Most successful social/ charitable organization in Southern California, build partnerships with more charities, gain local sponsors, receive media attention and press coverage

Cutting out the middleman (direct donations), organizational apathy, other non-profits

5


SITUATION ANALYSIS In 2011, The Roosters raised $300,000 for their partnering charities (see next page). The Roosters host several events that appeal to various audiences as well as make a significant impact in the Orange County community. Success lies in their ability to attract donors from all walks of life. Recently, The Roosters held their third annual Golfing for Kids charity event. Beginning with a luncheon, the outing offers golfing inclusive golfing packages and a helicopter ball drop contest. In this contest individually sponsored balls are dropped from a helicopter around a designated pin. The first ball in the hole or closest to the hole wins the $1,000 grand prize. The Golfing for Kids program brings in many Orange County donors and raises a large amount for local charities. One of The Roosters’ cornerstone events is their Annual Holiday Food Drive, which fed 32,000 children and families in the Orange County area in 2011. Targeting corporate sponsors and involving local community members and volunteers makes this event an annual success. Lastly, The Roosters partner up with local wineries to put on Passport to Wine, a food and wine celebration at the Old Ranch Country Club. This charity effort brings a different echelon of philanthropists together giving them an experience that accumulates a large final contribution to the aggregate distributed to The Roosters’ beneficiaries.

6


SITUATION ANALYSIS Various Clients Served: Breast Cancer Angels is to provide financial and emotional assistance for women and their families as they are going through breast cancer treatment.

CAST (Child Abuse Services Team) utilizes Prevention Center advocates to work with victims of child abuse on adjusting to a normal state of being.

R.E.A.C.H. Youth Foundation is to respond, educate, assist, challenge, and help youth and parents by providing programs and services to strengthen their overall health and well being

Kristie’s Foundation provides assistance, support and cherished moments to critically ill children and their families. Fristers provides support to teen moms and their children.

Roosters Foundation Food Drive providing meals to over 32,000 homeless and displaced children and their families throughout Orange County over the holidays. Wish Upon A Cure. The Foundation is named for David Campbell, a red-headed little boy, who, at 3.5 years old, died from a disease called Leigh’s Syndrome. Leigh’s Syndrome affects the important areas of the brain that control breathing, eyesight, appetite, blood pressure, and the ability to walk.

Art 4 Kids supplies art materials for children in distress Crime Survivors is committed to serving the community by being an advocate and resource for crime victims and their families. Olive Crest is dedicated to preventing child abuse, to treating and educating atrisk children, and to preserving the family

Western Youth Services is a community-based nonprofit agency dedicated to redefining mental health. In existence for more than 35 years, WYS has served more Child Abuse Prevention Center is the county’s leading organization focused excluthan 200,000 children and families in Orange County. sively on the prevention of child abuse. Grandma’s House of Hope is designed to provide services, programs and affordable housing to under serve and under privilege persons in Orange County. Oralingua School for the Hearing Impaired To immerse children who are deaf and hard of hearing in a language-rich environChild Share has found foster or adoptive families for over 2,400 abused, abanment that promotes listening skills, spoken language, problem solving and social doned and neglected children. interaction while supporting their families who share those goals. Friendly Center is a comprehensive family and community resource center dedicated to improving the lives of children, adults, and seniors by helping them move California Children’s Rehabilitation Foundation toward self-sufficiency through immediate aid and a variety of educational and life Improving the quality of lives of children and their families with rehabilitative needs. skill programs.

7


PO

ST

ROOSTERS FOUNDATION ORANGE COUNTY

THE PLAN PART ONE

UP

!


KEY PUBLICS Charities Working with Children in Orange County These charitable organizations offer assistance to disadvantaged children in Orange County, which is The Roosters’ primary concern and focus. This key public is important because it helps foster the direct impact with the community. The Roosters’ goal is attainable with the commitment to these charities. This key public is already giving and serving in the community and therefore aware of the issues disadvantaged children face. Partnership with The Roosters is mutually beneficial and should be considered for the future. These charitable organizations offer assistance to disadvantaged children in Orange County, which is The Roosters’ primary concern and focus. This key public is important because it helps foster the direct impact with the community. The Roosters’ goal is attainable with the commitment to these charities. This key public is already giving and serving in the community and therefore aware of the issues disadvantaged children face. Partnership with The Roosters is mutually beneficial and should be considered for the future. Self-Interest: With increased funding comes increased aide for these groups. Connecting with The Roosters helps connect with more of the general public and enhance reputation of the charity, more prominence within the Orange County community. Influentials: Supporters, volunteers or employees, community leaders, donors are influence these not for profit organizations.

Disadvantaged Children in Orange County This key public is the reason for Rooster’s involvement in the Orange County community. Not only are children in Orange County hungry, but they are also dealing with other mental, emotional and physical disabilities. Although The Roosters initially started as a social unit having fun together, it has evolved into an organization with 100 men dedicated to helping children in Orange County. This key public is crucial to reach because children in Orange County should understand that The Roosters is a special organization that genuinely cares for every child. Demonstration of this commitment is seen in their philanthropic work from its golf tournament, which raises money to the Christmas food drive that directly gives back during the Holiday season. Self-Interest: To find the best care and help from charities and organizations in Orange County. Children in need in OC have issues that can be alleviated with aide from The Roosters. Influentials: This public relies on parents, donors and volunteers to receive as much help as possible.

Potential Sponsors The Roosters has found success through its various charity events, in a large part due to their ability to build community partnerships. An example of this can be seen through its partnership with Gelson’s supermarket at their Annual Food Drive. A few opportunities for The Roosters can be indentified with its Golfing for Kids tournament. There are a lot of companies related to the golf world that would make ideal partners or sponsors for The Roosters. As for The Roosters’ Annual Food and Wine celebration, community outreach can be greatly improved to include local restaurants and wineries. Self Interest: A partnership with The Roosters not only does the community good, but it is a great public relations and community outreach opportunity for the potential sponsors. Influentials: Current corporate, community and personal sponsors are all influential to these potential groups, as well as current Roosters’, their families, and personal connections.

10


GOALS & OBJECTIVES Goal To raise awareness and gain recognition for The Roosters among local Orange County community members and corporations, in order to raise funds and therefore be able to distribute more grants. Objectives 1. 2. 3. 4. 5. 6.

Create two or more pieces of literature to provide to media writers for 2013. Gain acknowledgment in four or more Orange County business journals. Receive media coverage in three or more news publications in Orange County for Rooster’s Annual Food Drive by the beginning of December. Encourage at least 30 members to become citizen journalists, spread Roosters’ message through their personal social media accounts and personal networks by December 16, 2012. Identify a creative outlet for packaging information. This should be something out of the box that no other non-profit has, and will require a creative brainstorming session. This should be available by January 2013. Create a total kit, that includes both the creative outlet and informational brochure, while adding an inter active and immediate response component to the packaging by December 6, 2012.

11


STRATEGIES & TACTICS Strategies Motivate current and potential Roosters members to actively participate in activities, events, and spreading knowledge of the foundation’s purpose and future goals.

Tactics 1) 2) 3)

12

Develop and enforce rules or guidelines for required member participation. Hold mandatory monthly dinners or luncheons at members’ houses or restaurants to brain storm ideas, speak opinions, and fully understand where the organization is going. Require engaging attendance and assistance for members to at least half of Roosters annual events.


COMMUNICATION CONFRIMATION TABLE KEY PUBLIC SELF INTEREST

Previous and current charities

New charities and donors

Raising money for the organization, working together to help disadvantaged children in Orange County, connect with more of the general public and enhance reputation of the charity, more prominence within the Orange County community

Gaining partnerships with businesses and organizations that share similar altruistic values, as well as have a reputation that would benefit the positioning of The Roosters.

PRIMARY MESSAGES

INFLUENTIALS

I am a Friend of the Fence.

Charity CEOs, Orange County Donors, Members with connections to charities and causes.

Post Up! Become a Friend of the Fence

Orange County businesses, businesses with headquarters located in Orange County, business owners, entrepreneurs, OC socialites and donors

OBJECTIVES

Expand the involvement with local Orange County charities.

Attract new donors who are passionate about partnering with The Roosters.

STRATEGIES

TACTICS & TOOLS

Focus on a member to charity contact. Create more meaningful relationships and ways for members and charities to interact. Solidify our place as the “first responder” a charity turns to

oHave each member actively adopt a charity. oHave the charities categorized by type. oCreate support groups for the members to share about what they’re doing with each of their charities. oHave rewards and incentives to members with the most contact. oCreate more information for the charities about what the Roosters do.

Develop a creative PR that better describes and embodies the purpose of the Roosters. Gain attention and notoriety in the Orange County community, attract the attention of local businesses.

oHost a meet and greet event for potential donors. oCreate better marketing materials with information and clean, creative design. oHave monthly mailers to solicit new donations. oMail brochure

13


STRATEGIES & TACTICS CALENDAR

12 10 14


COMMUNICATION CONFRIMATION TABLE BUDGET

13 11 15


EVALUATION Objective 1: Receive media coverage in three or more news publications in Orange County for Roosters Annual Food Drive before event - December 16, 2012. • • • • • •

Create media coverage recap of Roosters Annual Food Drive 2011 Encourage members to become citizen journalists, spread Roosters’ message through their personal social media accounts and personal networks by December 16, 2012. Track media outreach for Roosters Annual Food Drive 2012 Record all media hits before and after Roosters Annual Food Drive 2012 Submit PSA’s to local radio and news stations starting on Dec. 1 and running up until the event on Dec. 16 Contact the OC Register to try to get news coverage before and at the food drive.

Objective 2: Unite the 100 Roosters men by having one common goal of helping children in Orange County. • • •

16

Maintain a Facebook group with all 100 members involved. This will include everyone in Roosters and make them feel apart of something beneficial. Have three brainstorming sessions to include the volunteers when it comes to decision-making of potential events that Roosters might be interested in partaking in. Require all members to be involved in Roosters philanthropic activities, along with an outreach to one local charity or community member.


PO

ST

UP

ROOSTERS FOUNDATION ORANGE COUNTY

COMMUNICATION MATERIALS PART TWO

!


CALENDAR STRATEGIES LOGO REDESIGN & TACTICS These new logos were designed for the re-branding of The Roosters Foundation. The rooster graphic remains the same, but is now paired with a new color palette and font scheme.

ROOSTERS FOUNDATION ORANGE COUNTY

ROOSTERS

The color green was preserved with the addition of color orange in hopes of reinforcing its identity and relationship with the Orange County community. The primary font that used for “Roosters� is modern no. 2. The aim was for it to capture the professionalism and class that is associated with The Roosters, while the color scheme gives the logo a sense of welcoming and accessibility.

12 10 18


COMMUNICATION CONFRIMATION TABLE BRAND IDENTITYBUDGET GUIDE

P PPPP pp p pp

RRRRR

rrr rr

R R RRR r r r r r

13 11 19


CALENDAR & TACTICS STRATEGIES WEBSITE

ROOSTERS FOUNDATION ORANGE COUNTY

ABOUT US OUR CHARITIES MEMBERSHIP EVENTS NEWSROOM DONATE

PO

ST

UP

become a friend of the fence

and protect the children in your backyard

Orange County Charity for Disadvantaged Youth The Roosters is a charity and social organization, consisting of 100 professional men, with diverse backgrounds, from the greater Orange County area of Southern California. Each year, we raise hundreds of thousands of dollars for disadvantaged children.

12 10 20

DONATE NOW and help feed a hungry child in Orange County

!

The new website will include a welcoming and easy-to-use interface with a focus on the mission and purpose of The Roosters Foundation. The navigation tabs will be consolidated to the following sections: about us, our charities, membership, events, newsroom,and donate. In addition, the Post Up! campaign will be integrated on to the landing page.


COMMUNICATION CONFRIMATION TABLE SOCIALBUDGET MEDIA Today, social media is one of the most effective ways to reach out to the public. We advise the Rosters to initially focus on Facebook, Twitter and LinkedIn in order to grow and gain public and media attention. Twitter - - -

Follow local influential journalists, community leaders and other charities Provide followers with a live feed of tweets during events Use as a platform to educate the public on the positive change the Roosters are creating in Orange County

LinkedIn - Use members’ already established professional networks to build credibility in the community - Create a professional account for the Roosters so members can link to the page

Facebook - Increase frequency of posts and activity - Post content, update statuses or share photos at least - Post images of members at meetings, socials and community events - Post pictures and testimonials from volunteers - Post print materials and information about upcoming events - Highlight a member of the week featuring a member who goes above and beyond the average participation levels

13 11 21


CALENDAR STRATEGIES DIRECT MAIL& TACTICS A postcard will be sent out to zip codes in Orange County inviting individuals to attend The Roosters Backyard BBQ community event. This communication effort is intended to launch and establish awareness for the Post Up! campaign.

ROOSTERS FOUNDATION ORANGE COUNTY

POST UP!

become a friend of the fence Join us at our community

Backyard BBQ Sunday, March 3rd

2pm

proceeds will benefit disadvantaged children in your backyard

to RSVP : email roostersOC@gmail.com for more info: visit roostersfoundation.org

12 10 22

The Roosters Foundation 222 Michelson Suite 300 Irvine, CA 92612


COMMUNICATION CONFRIMATION TABLE BUDGET POSTER This advertisement will be used to promote The Rooster’s Annual Food Drive. Its main purpose is to build awareness for the event, targeting families and community members who could potentially get involved. The advertisement will be shared through out Orange County in local businesses, community centers, coffee shops, and grocery stores.

GIVE the GIFT SECOND HARVEST

FOOD BANK

ROOSTERS

ANNUAL FOOD DRIVE 2012

Dec 16

of a HOLIDAY MEAL!

9am-1pm

help spread holiday joy in the orange county community! www.roostersfoundation.org

13 11 23


CALENDAR & TACTICS STRATEGIES NEWSLETTER THE CROW

Volume 35 Dec 2012

35 years of friendship & community service

What a year The Roosters have had! a message from the president

A newsletter will be produced monthly and sent out to active members, families, and community partners, including charities.

As members of this great organization you should be proud of your accomplishments. Here are a few to share with friends and associates who are looking to be a part of something that makes a huge difference in their own community: -Over 85% of the monies raised by Roosters go to grants that support children at risk or in need. -Our Food Drive and Mobil Pantry will feed over 30,000 people this year and in the first quarter of 2013. -The Mobil Pantry will be a staple of the Roosters for years to come and feed people not only during the holidays, but during the year, when charitable giving does not have a holiday surrounding it. -Our inaugural year of the Education Fund granted $100,000 to qualified charities in Orange County. These grants touched nearly 2,000 chil-

continued on pg 2...

This Issue: Message from the President, pg 1 Mark your December calendar, pg 2 Annual Food Drive Info, pg 3

Roosters Creed An organization that stands for friendship, fellowship, charity and good times. It stands for busy, worldly men who take the time to give those less fortunate a helping hand. It stands for warmth,

Mission Statement To facilitate and encourage lifelong friendships while performing charitable works on behalf of children in need.

ROOSTERS FOUNDATION ORANGE COUNTY

12 10 24


COMMUNICATION CONFRIMATION TABLE BROCHURE BUDGET

POST UP!

ROOSTERS

become a friend of the fence

Become a friend of the Roosters Fence Foundation and protect disadvantaged children from the threats in our own backyard. Each charitable organization supported by Roosters Foundation acts as a fence post. This fence blocks out the hardships disadvantaged children face. As The Roosters organization grows, so does the fence.

FOUNDATION ORANGE COUNTY

Who We Are

ROOSTERS

Orange County Charity for Disadvantaged Youth The Roosters is a charity and social

222 Michelson Suite 300 Irvine, CA 92612 Office:714-637-3064 Cell: 714 345 0714

organization, consisting of 100 professional men, with diverse back-

www.roostersfoundation.org

Mission Statement

A brochure will be created to provide information on The Roosters Foundation coinciding with the Post Up! Campaign. The brochure will be targeted towards potential charities and sponsors.

To facilitate and encourage lifelong friendships while performing charitable works on behalf of children in need.

grounds, from the greater Orange County area of Southern California. Each year, we raise hundreds of thousands of dollars for disadvantaged children. February 2011 marked the 34th year that the Roosters have been active in philanthropy and outstanding community service.

Creed An organization that stands for friendship, fellowship, charity and good times. It stands for busy, worldly men who take the time to give those less fortunate a helping hand. It stands for warmth, strength and shared laughter.

Charities

some of our partnering charities R.E.A.C.H. Youth Foundation Wish Upon A Cure Friendly Center Child SHARE Kristie’s Foundation Art 4 Kids Olive Crest

www.roostersfoundation.org

13 11 25


CALENDAR & TACTICS STRATEGIES P.S.A. Use: IMMEDIATE Radio: 25 seconds Agency: The Roosters Title: “Holiday Food Drive 2012” The Roosters’ annual Holiday Food Drive will be held on December 16, 2012 from 8 am to 1 pm. The Roosters, Second Harvest Food Bank and 250 community volunteers will pack over 4,000 boxes loaded with turkeys, sundry food items and toys which will be distributed to families throughout Orange County. Go online to http://roostersfoundation.org/food/ to contribute to the cause, which benefits children and families in your backyard.

The campaign will highlight The Roosters upcoming Annual Holiday Food Drive in order raise awareness of the contributions The Roosters make in Orange County as well as encourage community members to get involved and become a friend of the fence.

12 10 26


COMMUNICATION CONFRIMATION TABLE SPOKESPERSON BUDGET BIO With a focus on strengthening the relationship between The Roosters and the Orange County community, it is crucial that The Roosters have a spokesperson leading the way. As President of The Roosters, Randy Fine is the man for the job. Randy brings a strong charismatic face to the organization that is necessary if it hopes to build awareness and gain recognition. The spokesperson bio will be included in the press kit in order to provide the meida with more nformation. Randy Fine, President As the current president and member for many years, Randy Fine is the perfect spokesperson and brand representative for The Roosters. With a B.A. in Political Science from UC Santa Barbara, a post Graduate degree from the London Academy of Music and Dramatic Art, and a Graduate degree in Law from Western Sate University. His educational background and ambition lead the way into his successful career. Randy has experience in a variety of professional fields such as business management, budget and finance, sales operation and planning, account management, client relations, training and development and others. Starting off as a entrepreneur in a family business he continued his career path with a variety of different businesses before opening his own Tele Communications firm which he is now the president of. Over the years Randy has been recognized and nominated for several business awards and accolades. He also has an extensive background in volunteer service and charity involvement. Randy’s combination of business and foundation experience makes him the quintessential spokesperson for The Roosters. He represents everything The Roosters are and hope to be as they continue to grow in the future.

13 11 27


CALENDAR STRATEGIES NEWS RELEASE & TACTICS

ROOSTERS FOUNDATION ORANGE COUNTY

POST UP! friends of the fence

222 Michelson Suite 300 Irvine, CA 92612 Office:714-637-3064 Cell: 714 345 0714

FOR IMMEDIATE RELEASE Irvine, Calif.- The Roosters of Orange County will host their annual Food Drive on Dec. 16, 2012 from 8 a.m. to 1 p.m. at Second Harvest Food Bank. With the help of spouses, children, grandchildren and 250 community volunteers, the Roosters will pack over 4,000 boxes loaded with turkeys and sundry food items plus toys for the children. Each box will feed a family of 8 and delivered to needy families throughout Orange County. “When we lift the spirit of a family, it is our hope that this will help in the process of becoming a productive member of society and lend in a joyous celebration of life,” said Randy Fine, President of The Roosters. “It is our hope that the box of food donated by the Roosters will renew a family’s spirit during the holiday season.” This year, The Roosters will coordinate its efforts with 40 different non-profit agencies that will pick up and distribute the food boxes to those less fortunate during the holiday season. For over 32 years, The Roosters have been reaching out to those less fortunate. Last year, they packed 3,500 boxes of food, and donated them to local area organizations, including, The Salvation Army, local Boys and Girls Clubs, and area churches. The Roosters host three major charity events each year and give thousands in grants back to local Orange County non-profits. They host a golf tournament every fall and a wine event in the spring. There is a special focus on giving on organizations in Orange County that help children under the age of 18. The Roosters accepts donations for their food drive on their website. To volunteer or find other ways to help, visit http://roostersfoundation.org/food/. ###

12 10 28


COMMUNICATION CONFRIMATION TABLE FEATURE ARTICLE BUDGET

OC’S BEST-KEPT ‘PHILANTHROPIC’ SECRET

nity through their philanthropic Irvine-based philanthropic organization is devoted to benefiting endeavors. While the Rooster’s charitable efforts have managed to local charities that work with needy and at-risk children. stay under the radar, the Roosters The Roosters Foundation of This September the Roosters plan to create more awareness for Orange County isn’t chicken hosted their 3rd annual Golfing their cause. about raising money. A group For Kids event driving in of 100 professional men, The $17,000 towards their annual “We’ve never been concerned with Roosters hold annual charity grant fund. One of the highrecognition or media attention, events that raise awareness lights of the fundraiser inbut we realize that it might be and bring in donations for lo- cluded a Helicopter Ball Drop. time to create a buzz for The cal Orange County non-prof- Participants purchased golf Rooster’s if we hope to better enballs that were dropped from gage the community, said Randy its that focus on outreach to a helicopter and the person underprivileged youth. In Fine, President of the Roosters whose ball found its way in the Foundation.” July, at their Second Annuhole won a $1,000 dollars. al Food Bank, the Roosters awarded over $135,000 to 16 For more information on the local charities. The beneficia- The Rooster’s success, in large Roosters Foundation, go to roostpart, is due to their ability to ries included Laura’s House, ersfoundation.org secure sponsors, build partnerProject Cuddle, and the ships and involve the commuFriendly Center.

13 11 29


CALENDAR STRATEGIES MEDIA ALERT& TACTICS

ROOSTERS FOUNDATION ORANGE COUNTY

POST UP! friends of the fence

222 Michelson Suite 300 Irvine, CA 92612 Office:714-637-3064 Cell: 714 345 0714

FOR IMMEDIATE RELEASE: WHO: The Roosters will host an annual food drive on 16 December for children in need in Orange County.

October 24, 2012

WHAT: The Roosters with the help of spouses, children, grandchildren and 250 community volunteers, will pack over 4,000 boxes loaded with turkeys, sundry food items and toys for the children of Orange County. Each box will feed a family of 8 and will be delivered to needy families throughout Orange County. WHERE: The Second Harvest Food Bank of Orange County 8014 Marine Way, Irvine, CA 92618 WHEN: Sunday, December 16, 2012. 8:00 am – 1:00 pm WHY: For over 32 years, The Roosters have been reaching out to those less fortunate. The Roosters Foundation coordinates its efforts with 40 different non-profit agencies that will pick up and distribute the food boxes to those less fortunate during the holiday season. The box of food donated by The Roosters will renew a family’s spirit during the holiday season. This will help in the process of becoming a productive member of society and lend in a joyous celebration of life. MEDIA INTERVIEWS: To schedule media interviews after the event, please contact Jon Giberson at 714-637-3064 or jgiberson@callaccounting.com

12 10 30


COMMUNICATION CONFRIMATION TABLE MEDIA BUDGET PITCH

ROOSTERS FOUNDATION ORANGE COUNTY

POST UP! friends of the fence

222 Michelson Suite 300 Irvine, CA 92612 Office:714-637-3064 Cell: 714 345 0714

Subject Line: The Roosters: Feeding Orange County Children During This Holiday Season Dear Editor, I represent The Roosters of Orange County, a unique non-profit social organization comprised of 100 men whose mission is to help disadvantaged children in Orange County. The Roosters is one the highest “per capita” charity organizations in Orange County - 100 men raising 250,000 dollars to distribute to local charities. The Roosters is hosting its annual food drive 8 am to 1 pm at Second Harvest Food Bank in Irvine on December 16, 2012. During the food drive, thousands of boxes of food and other items will be packed and distributed to several local charities, including Blind Children’s Learning Center, Boys & Girls Club of Anaheim and of Tustin, Salvation Army, and many more. I hope you can support The Roosters by featuring the Annual Food Drive in your news publication. The event is ideal for photos and videos. The link below offers additional information on the 2012 event, as well as photos from last year’s food drive. Please let me know if you need additional information. The Roosters’ Annual Food Drive 2012: http://roostersfoundation.org/food/ For more information on The Roosters, please feel free to visit these additional websites or contact Food Drive Chairman, Jon Giberson, at jgiberson@ callaccounting.com or 714-637-3064: All the best,

13 11 31


CALENDAR STRATEGIES PRESS KIT COVER & TACTICS LETTER

ROOSTERS FOUNDATION ORANGE COUNTY

POST UP! friends of the fence

222 Michelson Suite 300 Irvine, CA 92612 Office:714-637-3064 Cell: 714 345 0714

Dear Community Partner: The Roosters, a non-profit charitable organization, is comprised of professional businessmen that donate to disadvantaged and at risk children by supporting public and private programs. The Roosters has been active in philanthropy for 34-years and were honored by the Orange County Board of Supervisors, the California State Senate, United States Congress, and the Governor of California for “outstanding� community service. Our goals are: o o o o

To provide aid and assistance to disadvantaged children in Orange County. To partner with local not for profits to better serve the community. To raise funds for this cause with the help of local businesses and donors. To provide a social environment that is collaborative and productive for members.

This packet you have received will inform you on the programs and benefits that The Roosters can provide with partnership. Enclosed you will find a detailed brochure describing our organization and its benefits. If you would like more information please call 714-637-3064, or email RoostersOC@ gmail.com. Sincerely, Randy Fine President, The Roosters

12 10 32


PO

ST

ROOSTERS FOUNDATION ORANGE COUNTY

APPENDIX PART THREE

UP

!


CALENDAR STRATEGIES PRIMARY RESEARCH & TACTICS Interview with President Randy Fine What is the current state of Rooster’s Foundation (membership, upcoming events/fundraisers, future plans, etc.) What characteristics of your company do you feel make it unique? How do you differentiate yourself from other social and non-profit organizations?

Membership varies from year to year but Roosters are always at 90 men or higher. Currently, their membership is at 97 men. The Roosters do not have a cap at 100 but they usually do not exceed that. Roosters do not want to be seen as elitist but they are a unique group of professional men who have passions for friendship, service, charity and fellowship. When welcoming new members, the Roosters look for men who have the time and passion to give back and serve others in their community. The Roosters face the same problem that most organizations have which is member involvement. Only a small group of members serve on the board of directors, take leadership positions for charity events and volunteer to work at Rooster events not just attend. Only thirty percent of Rooster members actively participate while the other seventy percent is only occasionally involved and attends events primarily for the social aspect. Every second Thursday of the month, the Roosters gather at Gulliver’s restaurant by John Wayne Airport for a luncheon. Other monthly activities include a board of directors meeting and a social event. The Roosters also have seasonal events such as an annual golf tournament, holiday food drive, a family holiday Sunday brunch, a wine and food celebration, a black tie affair and more. Roosters is a non-profit pass through charity, meaning they gather donations and raise funds to then give grants to other non-profits in Orange County. When giving grants, Roosters looks for charities that meet several stipulations. They give to charities that are 501-c-3 non-profits specifically benefiting children and that are not nationally funded. For many of their grants recipients, Roosters is their only or main source of funding. Roosters looks to be a “big fish in a small pond” and therefore make a big difference in Orange County.

12 10 34


COMMUNICATION CONFRIMATION TABLE PRIMARY RESEARCH BUDGET Interview with President Randy Fine What public relations or marketing activities do you currently do? How effective do you feel that your marketing/ pr plan has been up until this point? Do you utilize social media?

A big priority for the Roosters is to step up their public relations and marketing activities. They have a newsletter called The Crow. It goes out to members, newspapers, donors and honorary and past members. Roosters admitted that their public relations and marketing efforts are lacking and want to take action to increase their activity. They do utilize social media on occasion. A member’s wife manages their Facebook account. They also have videos posted on YouTube. However, they struggle to bring public attention to their resources.

In what ways do you hope to further develop the Rooster’s public relations and marketing efforts?

A big priority for the Roosters is to step up their public relations and marketing activities. They have a newsletter called The Crow. It goes out to members, newspapers, donors and honorary and past members. Roosters admitted that their public relations and marketing efforts are lacking and want to take action to increase their activity. They do utilize social media on occasion. A member’s wife manages their Facebook account. They also have videos posted on YouTube. However, they struggle to bring public attention to their resources.

What percentage of your income comes from those who pay for services? How do you receive and distribute donations, grants and other services?

The Roosters income comes from many different sources. Their fundraising events are the where a large sum of their funds comes from, especially the Black Tie event. Members are also contributors. They mostly target outside independent business people and companies. Approximately seventy-five percent of the Roosters funds come from outside sources.

13 11 35


CALENDAR STRATEGIES PRIMARY RESEARCH & TACTICS Interview with President Randy Fine What are the primary challenges that the Rooster’s Foundation is facing right now? Currently, the Roosters are trying to overcome several challenges. One challenge is the economy. With the state of the economy people have less of a disposable income; therefore they give less or not at all. However, they are seeing upwards trends within the past several years. They also have found themselves trying to think of innovative ideas to compete and set themselves apart from other non-profit foundations in Orange County. Orange County is a relatively small community with many non-profits trying to raise money and make a difference. After seeing the success of their Black Tie event and Food and Wine Celebration, other charities have adopted similar ideas. This makes it difficult for the Roosters to attract more attendees and donors. Another challenge the Roosters are working towards defeating is infiltrating the corporate market. There are a plethora of local Orange County corporations that the Roosters want to partner with such as Oakley, Quicksilver, Billabong and others.

12 10 36


COMMUNICATION CONFRIMATION TABLE PRIMARY RESEARCH BUDGET Interview with Board of Director, Vice President Jeff Scheibner Jeff is the vice president of Rooster’s Foundation. In terms of the current status of Rooster’s Foundation, Jeff believes membership is okay. In the 90’s, membership could go all the way to 110 men. He states that Rooster’s Foundation differentiates itself from other social and non-profit organizations by being unique. This is because the foundation is more “social” than most organizations. There are genuine friendships among Rooster’s members. Jeff believes that Rooster’s Foundation is a true “pass through”. With this comment, he explains that 98 percent of money raised goes to charities it supports. In addition, Jeff touched on the fact that there is one person who is paid a nominal salary for her charity event coordination. Jeff thinks the strengths of Rooster’s Foundation are the contacts and those that really care. He believes the weakness of Rooster’s is the 70/30 rule. This rule means 30 percent of the organization doing all the work. In terms of the current public relations and marketing for Rooster’s Foundation, Jeff explains there is not much going on. He says this is why Rooster’s needs Chapman’s assistance. He addresses there is not much social media for the organization. Also, the general public does not recognize the goal of Rooster’s Foundation. He explains Rooster’s Foundation needs to be the organization that people say, “That’s the guys that really give back to the community and they really support Orange County children”. Jeff hopes to develop a brochure to hand out to the public. He says the organization would love to be in the popular periodicals that reach corporate businesses, such as the OC Business Journal. The only downfall of the OC Business Journal is advertising is very expensive and Rooster’s Foundation cannot do that. Most of all, Jeff believes the organization needs ideas that are not expensive since it is a non-profit and the money raised is going to the children of Orange County. Jeff explains Rooster’s receives and distributes donations through its events. He points out the silent and live auctions. In addition, he says the organization accepts grant forms to be qualified by its charity committee. Rooster’s Foundation distributes the money to charities in various ways. Jeff says Rooster’s recently had a luncheon and gave money to over a dozen charities approved. Jeff wishes Rooster’s had publicity for the event.

13 11 37


CALENDAR STRATEGIES PRIMARY RESEARCH & TACTICS Interview with Board of Director, Secretary John Hinson John is the secretary and treasurer for Rooster’s Foundation. Jeff believes the challenges Rooster’s faces are how to make the events better quality and how to obtain greater participation and publicity. He wants to get more people involved and make businesses knowledgeable of Rooster’s Foundation. In terms of the organization’s biggest threat, John explains the threat as competition from other charities mimicking Rooster’s culinary event. This event involves competing for the chef’s attention and Rooster’s needs to stand out. On the other hand, John thinks the biggest opportunity is the corporate market. The corporate market includes companies needing to make charitable contributions to reduce taxable income. He explains Rooster’s needs to approach them in a viable way. In order to gain media attention, John says this is why Rooster’s needs Chapman’s help. He thinks Rooster’s Foundation cannot afford 5,000 dollars a month for a media “blitz” by a professional public relations company. Rooster’s needs help in a less obvious way. John believes there must be avenues. John explains the aspect that should be exploited most is how Rooster’s was the highest “per capita” charity a couple years ago. This scenario was important because it was less than 100 men garnering 250,000 dollars to give away. John wants the key message to be spread throughout the general public. This particular key message is in the Rooster’s Foundation creed. John stands by the fact that Rooster’s is a group of independent men giving to those less fortunate.

12 10 38


COMMUNICATION CONFRIMATION TABLE PRIMARY RESEARCH BUDGET Interview with Board of Director, Public Relations Chair Steven Smith Steven is the current public relations chair for Rooster’s Foundation. He believes the effectiveness of this year’s public relations has been mediocre. This is his first venture to a large market exposure. Steven has written articles to numerous Orange County lifestyle magazines and has had several articles printed. Unfortunately, he does not have the knowledge base to use electronic media. He still uses yellow tablets to write. Steven jokes and says he has evolved from stone. He developed a prototype brochure and presented it to the Board of Directors last month. Furthermore, Steven explains he had no clear indication on what Rooster’s wanted next. For the last golf tournament event, he sent out 100 letters. The list ranged from OC Business Journal, corporations, executives, real estate companies, attorneys, Orange County car dealerships, and “small businesses”. The list was composed of contact information and documentation saved by Rooster’s Foundation. Steven says that three organizations responded with raffle items for the gold tournament event. In all, Steven thinks he was not successful with this type of communication because he could not even generate a letter of “no”.

13 11 39


CALENDAR STRATEGIES TREND RESEARCH & TACTICS Orange County Orange County does not have any organizations similar to that of The Roosters. While United Way of Orange County does mobilize its members in a similar way, it does not have an exclusive membership process like The Roosters. Much of The Roosters’ success is attributed to its ability to maintain a loyal and active membership. With an organization of 100 members, Roosters are able to stay more connected and are given the opportunity to take more ownership over their philanthropic events, auctions and fundraisers, and service projects. In Orange County there are numerous organizations that address community issues related to underprivileged youth, 18 years and younger. However, The Roosters stands alone in the way it solely works with other non-profit organizations that serve underprivileged youth. Orange County is home to numerous philanthropists who make yearly donations to various non-profits. The rend shows that more and more philanthropist are collaborating on projects to make more of an impact. The Roosters membership is made up of many of these local philanthropists. What is so attractive about an organization like The Roosters is that its members get to see where there money goes and the actual difference it makes in their local community. These trends present the opportunity to focus on building relationships with local donors and sponsors that are particular about where there money is donated too. Since The Roosters works with local non-profits, partners are able to see the difference their philanthropic efforts are making. As a leader in the non-profit sector, The Roosters has the complete package to create a very effective awareness campaign.

12 10 40


COMMUNICATION CONFRIMATION TABLE TREND RESEARCH BUDGET California A plethora of non-profit organizations helping children under the age of 18 exist in California, few similar to The Roosters. The significant trends in research were primarily donations and recruiting volunteers for non-profit organizations helping children in California. In addition, it’s a popular trend for groups to raise funds by hosting charity events. The majority of service and social organizations in California selectively choose new members. The Water Buffalo Club, located in Los Angeles, seemed to relate the most to The Roosters, however, The Roosters is unique because it’s also a social organization for men. Not only does Roosters Foundation support charities assisting children in need, but the organization is also a social group in Orange County.

13 11 41


CALENDAR STRATEGIES TREND RESEARCH & TACTICS National The best example of a national non-profit organization for males that operated as a “pass-through� organization, or a non-profit that raises funds for other non-profits, was a fraternity. Most national fraternities have one main cause that they fundraise for and support, but then local chapters are allowed to raise funds for an organization of their choice in a local capacity. Some fraternities, like Beta Theta Pi, do not have a nationally recognized non-profit that they fundraise for, and they allow local chapters to pick which organizations they would like to give to. Therefore, they are very much like The Roosters Foundation if it were to have a national reach. The Roosters Foundation is also similar to fraternities in their selective member criteria, and in that it is a social organization run by volunteer positions. The main difference between national pass through organizations and The Roosters Foundations is size and alumnae base. The Roosters do not have an alumnae base because it’s a life-time club with the average age of its members at 52 years old. The recruitment process is limited because only 100 members may be in the organization at a time, so it is based solely on word of mouth. Fraternities and larger national non-profits have a huge advantage in that recruiting serves as a PR tool for their organizations, especially relation to name recognition and involvement opportunities. However, the Roosters are on par in the trends of types of events held, and they manage to fundraise a higher per member capita than most organizations of its type.

12 10 42


COMMUNICATION CONFRIMATION TABLE TREND RESEARCH BUDGET Trade Journals There are a small number of trade journals in the niche market of philanthropy and fundraising. The publications that do exist are subscription based and not accessible online. In the trade journals that are easily accessible The Roosters have yet to be mentioned. Most of the publications discuss best practices for running a successful nonprofit. The trend across all publications seems to be the importance of social media in promoting their foundations. Leadership and management are consistent themes, but the views on these subjects are varied. Some emphasize leadership as empowering others, while others focus on the need for management.

13 11 43


CALENDAR STRATEGIES TREND RESEARCH & TACTICS International Several other non-profits that have similar values and missions as The Roosters were discovered, while conducting research of international non-profits that benefit children specifically or other non-profits. Most of the organizations either are non-profits that act as middleman to help other non-profits or they focus on helping children by providing food or the means for an education. Becoming a donor or volunteer was the most popular and most encouraged way to get involved with these organization. Especially with international organizations, monetary donations from non-profits, trusts or individuals are the most common way of contributing. Although non-profits that require membership were found, The Roosters separates its self by being a social and charitable non-profit with only a hundred male members.

12 10 44


COMMUNICATION CONFRIMATION TABLE TREND RESEARCH BUDGET Social Media National not for profits, have a great deal more social media than The Roosters. The Roosters has a Facebook page with limited promotions and a Youtube channel with only one video. Other organizations, such as Feeding America and the Second Harvest Food Bank, have huge followings because of how much social media they use via Twitter and Facebook. The Roosters can stand above the crowd by utilizing Pinterest to capture moments such as packaging boxes for hungry children in Orange County.

13 11 45


CALENDAR ANALYSIS STRATEGIES LITERATURE & TACTICS Through research of the Roosters’ literature, we discovered a lot about The Roosters as a charity organization but also as a social group. We also found interesting information about their image they convey to the public and how they currently appeal to the community. They base their prestige on the awards and accolades it has received, the amount of monetary funds they raise each year, the number of charities they distribute grants to, their outstanding service in the community and the quality of their members. All of these elements contribute to the impact they make on the Orange County area. Although the content and information in their literature is very informative, it is a little out dated and lacking spark. We suggest they improve their literature by making it stand out more by incorporating more attention grabbing details. The Roosters are a social and charity organization made up of 100 professional men of diverse backgrounds in the Orange County Area. The Roosters were incorporated on February 16, 1977. The main purpose and goal of the organization is to assist the children of the community, while creating fellowship. The Roosters are a charity corporation that provides cost effective and efficient ways of fundraising with marketing advice and support from local children’s charities and community groups. They have consistently been recognized for outstanding service in the community. The Roosters position themselves as a unique organization that helps provide for other charities in the community by awarding grants to various children’s charities and by hosting community events such as their annual Holiday Food Drive. They are an organization that stands for a friendship, fellowship, charity and a good time. They do make it clear that along with being a charitable foundation, they are also a social organization. They describe them selves as “a rare blend of high-performance people- an interesting vital group that is exciting to associate with. They emphasize values such as warmth, laughter, strength, fellowship, service and global citizenship. This projects the image to the public that they are a group of elite men who enjoy socializing and giving to the community.

12 10 46


COMMUNICATIONLITERATURE CONFRIMATION TABLE ANALYSIS BUDGET Members of The Roosters suggest and recommend organizations in the community to receive grant applications. Each year they continue to raise more and more money resulting in them being able to give more grants. Some of the organizations they support include ART4KIDS. Inc, the Boys and Girls Club of Buena Park, California Youth Services, the Friendly Center, Laura’s House, Project Hope Alliance of Orange, Second Harvest Mobile Pantry and many more. They pride themselves on being to support other charities that are also making a difference in the Orange County Area. Their mission is to continuously donate hundreds of thousands of dollars to small local children’s organizations. They rightfully boast about the widespread media recognition they have received from the Orange County Board of Supervisors, the State of California and the United States Congress as one of the foremost men’s charity organizations in the United States. This once again promotes their elite status and their reputation. Although The Roosters’ members are donors, a large majority of their funds come from the events they hold, such as the Orange County, Food and Wine Celebration, Golfing for Kids- Charity Golf Tournament and the Holiday Food Drive. All their events create a lively atmosphere by combining social activities with charitable events. The materials we reviewed such as pamphlets, brochures and the website are educational and informative but also very simple and plain. The website properly describes the organization, its members, the charities it supports, and the events they sponsor. However there is very little color on the website besides a green strip at the top of the page in The Roosters’ signature color. Their other literature lacks color and attention grabbing accents. There are a few pictures and videos but it seems outdated. They could benefit from sprucing up not only their website, brochures, pamphlet and other printed materials but also their image. The Roosters are an elite group of men with connections and a passion for service. They should emphasize their class and passion in a more modern and current way. Therefore, appealing to a younger crowd to become members and volunteers.

13 11 47


CALENDAR & TACTICS STRATEGIES BIBILIOGRAPHY 1. “NEW COMMUNITY OF PHILANTHROPISTS EMERGE AT ORANGE COUNTY UNITED WAY.” Newsletter Signup. N.p., n.d. Web. 12 Sept. 2012. <http://www.unitedwayoc.org/new-community-philanthropists-emerge-orange-county-united-way>. 2. http://www.so-phis.org/ 3. Rotary Club of Irvine. Irvine Rotary Club, n.d. Web. <http://www.irvinerotary.org/>. http://www.irvinerotary.org/announcements/ciscas-annual-beach-party 4. Rotary Club of Irvine. Irvine Rotary Club, n.d. Web. <http://www.irvinerotary.org/>. 5. “Water Buffalo Club.” Water Buffalo Club. N.p., n.d. Web. <http://waterbuffaloclub.com/index. php?page=Home>. 6. “Variety Children’s Charity of Northern California.” Children’s Charity of Northern California. Variety Childrens Charity, n.d. Web. <http://www.varietync.org/how-to-help>. 7. “Kiwanis Club of Irvine - Irvine, CA - Community Organization.” Kiwanis Club of Irvine. N.p., n.d. Web. <http:// www.facebook.com/IrvineKiwanis>. 8. http://www.betathetapi.org/ 9. http://www.wegive.org/globals/how.asp 10. http://www.nicindy.org/ 11. http://www.delts.org/ 12. Nonprofit Quarterly. 10 September 2012. Web. <http://www.nonprofitquarterly.org/> 13. The Nonprofit Times. 10 September 2012. Web. <http://www.thenonprofittimes.com/managementtips> 14. The Chronicle of Philanthropy. 10 September 2102. Web. <http://www.thenonprofittimes.com/managementtips>

12 10 48


STRATEGIES & TACTICS CALENDAR BIBILIOGRAPHY 15. Charities Aid Foundation N.p., n.d. Web. <http://www.cafaustralia.org.au/>. 16. Philanthropy Australia Inc.- Philanthropy Australia Http://www.philanthropy.org.au/. N.p., n.d. Web. 17. The Charlie Perkins Trust for Children and Students “The Charlie Perkins Trust.” The Charlie Perkins Trust. N.p., n.d. Web. 11 Sept. 2012. <http://www.perkinstrust. com.au/>. 18. “HEIFER HELPS IN TIMES OF CRISIS.” Donate Animals to Poor Countries. N.p., n.d. Web. 11 Sept. 2012. <http://www.heifer.org/?msource=KK1F110074>. Heifer International 19. “Children’s Health Initiative of Orange County” N.p., n.d. Web. http://www.facebook.com/pages/Childrens-Health-Initiative-of-Orange-County/124172564296512 20. “Feed the Children.” N.p., n.d. Web. http://www.facebook.com/feedthechildren 21. “Feeding America.” N.p., n.d. Web. http://www.facebook.com/FeedingAmerica 22. “Second Harvest Food Bank of Orange County.” N.p., n.d. Web. http://www.facebook.com/SecondHarvestFoodBank

49

Public Relations Campaign  

An external public relations campaign for The Roosters Foundation.

Read more
Read more
Similar to
Popular now
Just for you