“Let them be a part of the experience” Gameday for Heroes National Campaign Kellie Camuso Carrie Gordon Rebecca Lakin Abigail McInnish Michelle Wilder
Table of Contents Executive Summary………………………………………………………………………………………...3 Introduction…………………………………………………………………………………………...…….4 Research…………………………………………………………………………………………………….5 Planning…………………………………………………………………………………………………...19 Implementation……………………………………………………………………………………………23 Media Kit—Overview……………………………………………………………………………24 Media Kit- News Release………………………………………………………………..25 Media Kit –Backgrounder………………………………………………………………..26 Media Kit –Pitch Letter………………………………………………………………….27 Media Kit –Frequently Asked Questions………………………………………………...28 Media Kit–Public Service Announcement……………………………………………....29 Sponsorship Overview……………………………………………………………………………30 Pitch Letter for Potential Sponsors………………………………………………………31 Sponsorship Levels………………………………………………………………………32 Local Chapter Overview………………………………………………………………………….33 Celebrity Endorsers……………………………………………………………………………….34 Materials Overview……………………………………………………………………………….37 Brochure………………………………………………………………………………….38 Business Card…………………………………………………………………………….40 Postcard…………………………………………………………………………………..41 T-shirt…………………………………………………………………………………….42 Social Media Overview…………………………………………………………………………...43 Facebook Guidelines…………………………………………….……………………….45 Twitter Guidelines……………………………………………………………………….49 Design Overview…………………………………………………………………………………52 Evaluation…………………………………………………………………………………………………54 Appendix…………………………………………………………………………………………………A-1 Sources..………………………………………………………………………………………………...A-60
Executive Summary The PRCM group consisted of Kellie Camuso, Carrie Gordon, Rebecca Lakin, Abigail McInnish and Michelle Wilder. This campaign is for Gameday for Heroes, a non-profit organization that provides collegiate athletic tickets to military members and their families. The organization is hoping to expand; therefore, this campaignâ€™s purpose is to generate national awareness. In order to generate national awareness, the PRCM group has provided an extensive campaign, complete with research, planning and implementation materials. The research stage compares Gameday for Heroes to similar organizations and analyzes the client, target audience and situation. This section also provides analyses of how other non-profit organizations expanded from a local to national platform. The planning section includes details about how the PRCM group outlined the campaign using objectives, tactics and strategies. It also includes a SWOT (Strength Weakness Opportunity Threat) analysis, in which the PRCM group took a weaknessopportunity approach. The implementation section features a media kit that should be distributed to media outlets and potential sponsors, a new website, corporate sponsors and guidelines for utilizing social media. In order to expand Gameday for Heroes to a national level, the organization must streamline all components of the campaign. Having a logo and a slogan that the PRCM group created will help to brand the organization and encourage national exposure. Without a recognizable or streamlined brand, the organization will be unable to expand nationally.
Introduction The primary purpose of Gameday for Heroes is to provide military members and their families with collegiate tickets to athletic events. Gameday for Heroes is a 501(c) (3) non-profit organization, meaning all donations are tax deductible. Gameday for Heroes depends solely on ticket and monetary donations. Because of financial constraints of a new organization, the PRCM group carefully crafted a campaign that could be implemented at a low-cost. The PRCM group decided the campaign should be an awareness campaign. Therefore, most of the campaign is focused on gaining attention from a wide array of media outlets such as social media, local/national media and word-of-mouth. The group formed goals using objectives for the campaign and used tactics and strategies to accomplish those goals. The goals, strategies and tactics were developed to measure the effectiveness of the campaign and for long-term future use by the client. An extensive media kit was also created for Gameday for Heroes. The media kit includes a new logo and tagline, along with a press release, backgrounder, pitch letter, brochure and public service announcement. The group compiled a media distribution list for all media kits to be sent.
Purpose of Research The research for this campaign was secondary. The PRCM group researched similar non-profit organizations and organizations that have gone from a local to national level. The group also focused on corporations that might be interested in sponsoring Gameday for Heroes. It was conducted via the Internet. The group used the research to compare Gameday for Heroes with similar organizations. The purpose of this research was to help Gameday for Heroes lay the foundation for becoming a national organization by looking at the successes of other non-profit organizations. In addition, the PRCM group obtained background information on Gameday for Heroes from the director, Jana Tarleton. The group also obtained information from Matt Davis, a member of the Auburn Athletic Department.
Research Similar Organizations Veteran Tickets Foundation is sponsored by veterans and seeks to provide tickets to events to active duty military and other veterans. This organization is not restricted to athletic tickets, but provides concert, theater and other special event tickets. The organization also allows family members to attend the events with the military members. The website for Veteran Tickets Foundations is http://www.vettix.org (“About us, Veteran Tickets Foundation”). Tickets for Troops is an organization in England that provides event tickets to military members. The organization provides a variety of event tickets, not just athletic events. It also has patrons such as famous singers, professional athletes and spouses of government officials. The patrons provide recognizable faces/names to the organization, which gives the organization more attention nationally. The website is http://www.ticketsfortroops.org.uk/ (“About us, Tickets for Troops”). The USO provides a variety of services to military members. While it does not necessarily provide athletic tickets, it does offer services to military such as entertainment, care packages and access to the comforts of home. Its mission is similar to Gameday for Heroes, in that it seeks to provide a service to military members, but is on a much larger scale. The website is http://www.uso.org/. The organization and its website provides an example of how to effectively brand a non-profit organization (“About us, USO”).
Local to National
Make-a-Wish Foundation started at the local level in Phoenix, Ariz. The organization had granted eight wishes when it received national recognition from “NBC Magazine.” The exposure from the magazine led to the national campaign of Make-a-Wish. The organization went on to create chapters around the country to provide wishes to children everywhere, not just in Phoenix. The chapters allowed the organization to function at the national level. The website is www.wish.org (“The first wish”). Susan G. Komen for the Cure started as a project by Nancy G. Brinker as a promise to her sister, Susan, to do everything in her power to end breast cancer. Now, the organization has become the global leader of the breast cancer movement, having invested nearly $1.5 billion since its inception in 1982. It is also the world’s largest grassroots network of breast cancer survivors and activists. The website is http://ww5.komen.org/default.aspx (“About us, Susan G. Komen for the Cure”). *A complete list of websites featured in the research section can be found in Appendix A-60.
Positive Highlights to Incorporate into Gameday for Heroes By researching similar organizations and organizations that started locally and became national, Gameday for Heroes has successful examples to draw ideas from. The organization has no direct competition, but can learn from organizations that give tickets to military members as subprojects. Some things to incorporate from those organizations include developing chapters around the country so it is less overwhelming for the Columbus, Ga., location. This can be done through other alumni clubs, service clubs (i.e. Rotary or Kiwanis) and other philanthropic organizations. These are easy to reach and can at least provide information about the local community. Another idea would be to allow family members of the military to attend the games
with them, just as Veteran Tickets Foundation does. One thing Tickets for Troops does is to incorporate familiar faces with the organization. Gameday for Heroes could contact professional athletes for support of the organization.
Directory of Schools A list of schools has been provided in order to give Gameday for Heroes a foundation in which to decide where to establish a chapter or an idea of what schools may be interested in participating in Gameday for Heroes. The schools listed in Appendix A-11 are the top football, basketball and baseball schools in the country and their conferences. The PRCM group would recommend mainly focusing on Big 12, Big 10 and SEC schools for football since they are the top football schools. The PRCM group recommends all athletic events for the SEC, because it excels in each sport (“Football Champions”). For the ACC and Big East, the PRCM group recommends Gameday for Heroes concentrate on basketball tickets.
Client Analysis Client:
Gameday for Heroes national campaign
Jana Tarleton â€“ Director
Problem/Opportunity the Campaign will Address The PRCM group needs to raise awareness for Gameday for Heroes. The opportunity is to take a realistic concept and turn it into a national campaign. Part of the problem and opportunity is that the organization is very localized and focused solely on Auburn athletics. Our goal is to take this local program and allow it to have national recognition with other colleges and universities. The client also targets military members, rather than media, ticket holders or universities. When the client does approach universities, athletic departments are contacted first instead of reaching out to the community and local media. The ideal objective is for the athletic departments and universities to contact the organization after it has gained media attention. In order to gain that media attention, local media outlets should be approached first.
Organizational History/Purpose Tigers for Heroes began as an Auburn alumni club community service project in 2009. When the organization received recognition as a not-for-profit 501 (c) (3) organization, which allows the tickets it receives to be tax deductible, the name was changed to Gameday for Heroes. It was the idea of one of the members who knew active military who wanted to attend games, but couldnâ€™t afford tickets. The purpose of Gameday for Heroes is to provide athletic event tickets to members of the military and their families.
Organizational Goals The goals of Gameday for Heroes are to provide a game day experience to members of the military through the use of tickets to athletic events, increase monetary and ticket donations, create local chapters through service clubs such as Rotary Club, Kiwanis and Civitan that can be implemented nationwide and receive exposure in national media outlets.
Client’s Definition of the Issue The client seeks national recognition of the Gameday for Heroes program with colleges, universities and media recognizing the program. The client sees the issue as an opportunity to expand the awareness of the organization and to give back to more members of the military.
Overview of Previous and Current Public Relations Efforts The organization has attempted outreach through Facebook, SEC athletic departments and hanging a sign on game days at Auburn University during tailgating events. There is also a nationally recognized video played at every military base, but it only features Auburn athletics.
How Effective Public Relations Efforts Have Been The Facebook campaign has 400 group members as of Feb. 3, 2011, and has active members who post on the wall frequently. SEC schools have been reluctant to participate in the program, due to high volumes of community service requests. The sign hung on game day is not as visible as it could be, as it is located behind Tiger Walk activities. The video played on military bases has generated interest in getting tickets and contacting the client, but it’s not generating ticket or monetary donations.
Team’s View of Organizational and Public Relations Needs The team thinks it is necessary to change the appearance of the organization because it is too locally focused. In order to take the campaign to the national level, it is necessary to focus on broader areas than Auburn and the Fort Benning military base. The campaign must be streamlined to have a more national focus, such as changing the color scheme and logo to more patriotic colors. The focus should be more on local media outlets and bloggers rather than athletic departments and military bases. The team thinks reaching smaller levels of media will lead to more coverage and eventually reach a national audience. The organization needs to create a seamless campaign, which includes social media, website, news releases and other campaign materials.
Client’s View on Public Relations Needs The only need the client sees is to create a national campaign, and sees the main channel of communication as directly reaching athletic departments and military bases.
Public Relations Role in the Organization Public relations creates awareness of Gameday for Heroes as well as collecting ticket donations. It is vital to the organization because it is helping build a community of support around Gameday for Heroes. Public relations efforts are also encouraging discussion which will lead to media attention.
Organization’s Culture Gameday for Heroes incorporates support for military and is full of the Auburn spirit. The client has close ties with the university and the organization was started by an Auburn alumni club in Columbus/Phenix City.
Culture’s Impact on Campaign The culture of the organization limits the effectiveness of the national campaign because it is specific to one school. The feeling of strong support for the military should remain, but there should be a neutral school affiliation.
Resources (Budget) for Public Relations and the Issue The public relations campaign will be a grassroots effort with little monetary resources. The resources available include personal contacts, social media, the website and word-of-mouth. The issue with having little monetary resources is being unable to print mass amounts of fliers, brochures and other printing needs. As the organization gains more funds from monetary donations, printing expenses will no longer be an issue.
The Situation: The main issue for Gameday for Heroes is that the organization desires to create a national campaign. Originally, the focus was on Auburn athletic events and regional soldiers, but now it is hoped to expand to a national level and provide tickets to more soldiers. The cause of the situation is the desire for growth and national exposure. The campaign’s goal is for the situation of creating a national campaign to affect media, donors, soldiers and universities and colleges. It’s an opportunity to grow the organization beyond the local community.
History: The organization began as Tigers for Heroes in 2009 as an Auburn alumni club service project, and has since become Gameday for Heroes for a more fluid switch to a national organization. In December 2010 it was granted its not-for-profit 501 (c)(3), which allows the tickets and donations to be tax deductible.
Relationships: The organization’s relationships involve soldiers, media, universities/colleges and ticket holders. Currently they have established a positive relationship with soldiers and Auburn’s athletic department. The organization also works to establish and maintain relationships with donors.
Mission: The mission is to provide athletic tickets to soldiers. The situation is directly related to the mission because going national will allow the opportunity to provide more tickets to more soldiers. Jana Tarleton is passionate and dedicated to her idea. She also has personal contacts that could encourage growth of the organization. In a country founded on freedom, military members are respected and supported, which makes people more likely to support this cause.
Research: The organization has sought to expand regionally, but has not yet approached the national market. They need to benchmark more about how other organizations have gone from a local level to a national level.
Internal Environment Communication Resources: The resources include personal contacts, news releases, pitch letters, bloggers, social media and school networks. The organization is exceptionally supportive of public relations efforts and is open to new ideas to expand the campaign nationally.
Organizationâ€™s Service: The service is to provide athletic tickets to soldiers. The situation is directly related to the mission because going national will allow the opportunity to provide more tickets to more soldiers. Quality of the service is determined by quantity â€“ how many tickets are donated, where games are/quality of opponents (i.e. rivalry games, conference games.) The quality of the service has improved since it started in 2009. They have received not-for-profit status and have reached more schools and provide more tickets. The benefit of the service is that it provides soldiers the opportunity to relax and enjoy a game day experience. The disadvantage is that there are little monetary resources to provide travel expenses. The organization hopes to receive more monetary and ticket donations.
External Environment Competitive Environment: There are no direct competitors, but there are other organizations that help military receive tickets as side projects. There is competition with athletic departments, because they seek to make money by selling tickets. The athletic departments get numerous
requests from non-profit organizations and their objective is to make money themselves. Other non-profits are competing for the same attention from athletic departments. Competitive organizations have a national campaign and are more likely to gain the attention from athletic departments. The other competitors are more established, which allows them more attention and resources from donors, athletic departments and media.
Reputation: The people that do know about them like them, but they don’t have a large following. The organization hopes to obtain a positive reputation by growing nationally and sending more soldiers to games.
Resistance: Athletic departments are resistant because there is no national campaign in place for the organization. Ticket vendors might be resistant because they want a profit from ticket sales (Stub Hub). However, other organizations have been successful with generating support for similar causes.
SWOT Analysis Strengths Opportunities
Passion for mission of the organization Strong idea that many people will support
Weaknesses • • •
Passion for Auburn University limits contacts with other schools and hinders national potential
Lack the infrastructure for a national campaign Not utilizing social media and online resources effectively Targeting the wrong audiences (i.e. soldiers and athletic departments instead of donors and local media) Lack exposure and reputation Athletic departments are reluctant to support a non-national campaign Lack the staff to handle a successful campaign
For this campaign, the PRCM group is focusing on weaknesses and turning them into opportunities for the organization. Many of the weaknesses come from being a new organization. Gameday for Heroes has potential to overcome the weaknesses presented and utilize a national campaign. The weaknesses can be overcome by utilizing social media, targeting the correct audiences, seeking exposure and creating a positive reputation.
Publics Analysis Target Publics The target publics are athletic departments, military members, media outlets and potential donors.
Organization’s Reputation The organization doesn’t have an established reputation since it is a fairly new organization. Auburn’s athletic department is aware of Gameday for Heroes and is starting to support it now that it is becoming a national campaign. Military members, especially those on Fort Benning’s base, are also aware of the organization. A video has been played across the country on military bases to build awareness. Potential donors are not as aware as military members and Auburn’s athletic department because donors haven’t been targeted as thoroughly as the other publics.
Attitudes Toward Organization Athletic departments are resistant because the organization is not as established as other nonprofit organizations. They will more than likely be more supportive of the organization when it’s more established as a national campaign. Military members are supportive of the organization because they are the recipients of the donated tickets. Potential donors are not aware of the organization, but if they did, it is our opinion that they would be supportive because they would be giving back to military members.
Past Communication Strategies The director’s affiliation with one school has limited the effectiveness of the message and has pushed away potential supporters, particularly athletic departments. The video played on military bases has been effective to an extent by informing military of the organization, but they are not the target that needs to be reached to expand Gameday for Heroes, because they need more ticket donations not recipients of tickets.
Preferred Messages The publics prefer factual and idealistic messages. The idea of helping someone that fights for your rights and the facts of how to help donate. The publics prefer both logical and emotional messages, because it is emotional to help others, especially military members, and it’s logical because you can get a tax deduction for donating tickets.
Benefits for Publics Donating tickets or money allows tax deduction for donors as well as a way to give back to the military members who serve the country. For military members, the benefit is getting to attend a collegiate athletic event for free.
Planning Strategies The PRCM group chose to adopt a weakness-opportunity strategy because most for the weaknesses stem from being a new organization. The need for awareness is one of the biggest weaknesses that can be turned into an opportunity. By looking at the organization’s weaknesses, the group can help Gameday for Heroes mature into a national campaign.
Client Goals The client’s goal is to transform Gameday for Heroes into a national level campaign and eventually be featured on major media networks. The client also wants to offer as many athletic tickets to military members as possible. She is constantly striving for more awareness in order to provide more tickets.
Key Publics and Messages The key publics that have been selected are potential ticket/monetary donors, alumni groups, local media, national media, individual schools, service project groups (chapters across the country) and bloggers. The main focus is going to be on bloggers, alumni groups and service project groups. The more supporters of the organization can lead to more donors and recognition of the individual schools and national media. Those publics are going to be indirectly reached. The key messages are to “Donate tickets,” “Give back to those who have given” and “Let them be a part of the experience.” The organization’s positioning in the market is to provide a service rather than competing with other non-profits. The uniqueness is that it is one of the only
organizations that solely provides athletic tickets to active military members and wounded soldiers. While many organizations provide tickets as a sub-service, Gameday for Heroes devotes all of its time and resources to this service.
Campaign Goals The goal of this campaign is to transform a local community service project into a national campaign by creating awareness of the organization. The PRCM group hopes to create a seamless campaign that could be implemented in numerous universities and colleges across the country.
Objectives, Strategies and Tactics Objective 1: To inform the target publics of the organization through modern and traditional platforms; to generate word of mouth and general awareness about the organization. Tactic 1: Create Twitter presence through followers, engagement and active usage in a period of six months. Tactic 2: Redirect existing Facebook group page members to â€œlikeâ€? the Gameday for Heroes fan page and accumulating more attention to the organization by posting more meaningful statuses and generating human interest. Tactic 3: Provide interested parties with brochures, mail-outs and a media kit including a news release, feature story, biography, fact sheet, backgrounder and frequently asked questions.
Tactic 4: Increase awareness of the organization on game days by providing military family members with Gameday for Heroes T-shirts and requesting the military members to wear either their uniform or T-shirt. Tactic 5: Recruit potential â€œcelebrityâ€? endorsers (i.e. former athletes, coaches, sports personnel, military members, etc.) to speak on behalf of the organization. Create promotional videos including the endorsers so target audiences can relate a familiar face with the organization.
Objective 2: To create corporate sponsorships to fund the organization nationally. Tactic 1: To create a media kit, including a corporate sponsor letter that can be distributed to potential sponsors. The letter will be sent to corporations Gameday for Heroes thinks can best support the organization. Tactic 2: Inform the Gameday for Heroes staff to follow up with relevant contacts at the corporations. If there are chapters, the individual chapters will contact the corporations in the general area of the chapter.
Objective 3: To gain support, two-way communication and interest among the smaller media outlets and larger outlets as the organization expands. Tactic 1: Provide pitch letters and news releases to smaller outlets around colleges and universities. These outlets include student newspapers, radio stations, television stations, magazines, alumni publications and bloggers.
Tactic 2: Have media kits prepared and staff members available to speak on behalf of the organization. Tactic 3: Have Gameday for Heroes follow up with the media outlets to ensure reception of pitch letter and news release and provide a gentle reminder of the organization. Follow-up should be conducted one week after initial communication.
Objective 4: To create partnerships with other organizations and service groups around the country that would function as chapters of Gameday for Heroes. Tactic 1: Contact service clubs near colleges and universities that can serve a similar function as the Auburn alumni club does for the organization now. Suggestions for service clubs include Rotary Club, Kiwanis, Lions Club, Civitan Club, tourism bureaus, chambers of commerce, junior service clubs (Key Club, Leo Club, Rotary Ambassadors) and local alumni groups of the particular universities (i.e. a group near Duke University to serve the local area and military bases nearby). Tactic 2: Establish contact through the Gameday for Heroes website, media kit, social media and personal contacts. Tactic 3: Book local speaking engagements with organizations to create general awareness to spread throughout the national organization. Have the director of Gameday for Heroes speak at local meetings of the service organizations. As the organization grows, new members can help in this process.â€Š
Implementation Overview This section includes a variety of methods for implementing a campaign. The first section is a media kit that can be used nationally. The PRCM group also created a section based on sponsorships. This includes a list of contact information for potential sponsors, a pitch letter and levels of sponsorship. The third section focuses on contacting local alumni groups and civic organizations to create local chapters of Gameday for Heroes. This section includes a list of alumni groups and a pitch letter to send to those organizations (See Appendix A-3). The next section is compiled of materials used to implement a campaign. It includes a brochure, business card, postcard and a T-shirt. The fifth section is social media, which includes information on Facebook and Twitter. The last section is a new Gameday for Heroes website that has been implemented for a national campaign.
Media Kit Overview The following is a media kit to be distributed to both members of the press as well as potential corporate sponsors. The media kit features a press release, pitch letter, backgrounder, frequently asked questions, public service announcement and brochure. The media kit provides extensive information about Gameday for Heroes that the media can utilize to write articles and stories, which creates awareness for the organization.
Let Them Be a Part of the Experience 331 Cascade Rd. Columbus, GA 31904 706-888-0981
News Release FOR IMMEDIATE RELEASE
FOR MORE INFORMATION, CONTACT: Jana Tarleton Director & Founder 706-888-0981 firstname.lastname@example.org
“Gameday” offers opportunity to give back [ANYWHERE] – Each day Americans wake up in a land of freedom made possible by the men and women who serve in the military. These members sacrifice their lives to ensure the freedom and lifestyle of citizens. Providing these men and women with a relaxing experience is a small testament to their gift of freedom. “Gameday for Heroes,” a non- profit organization, provides the opportunity for military members “to be a part of the experience.” Through ticket and monetary donations the organization is able to provide a change of scenery and a work-free day filled with sporting events and school tradition. “Being able to give these service men and women a break and some time to enjoy themselves, is the greatest gift,” said Jana Tarleton, director and founder of “Gameday for Heroes.” “It is the least we can do for those who give the ultimate sacrifice.” To donate to “Gameday for Heroes” visit their website at www.gamedayforheroes.org or call at 706-888-0981. ###
Let Them Be a Part of the Experience 331 Cascade Rd. Columbus, GA 31904 706-888-0981
Gameday for Heroes Backgrounder Gameday for Heroes began as a service project for the Auburn University alumni club of Columbus/Phenix City. The club began the project as a way to give back to soldiers in their local community. The members soon realized the project has potential to grow and have a national reach. The organization was initially named Tigers for Heroes, which provided tickets to Auburn athletic events. The name was changed to Gameday for Heroes when the program began expanding beyond Auburn University. The mission of Gameday for Heroes is to provide collegiate athletic tickets to military members and their families. The program supports members in all branches of the military and seeks to provide tickets from universities and colleges around the country. The organization accepts both monetary and ticket donations, all of which are tax deductible. Gameday for Heroes does have its 501 (c) (3) status as a non- profit organization. Interested service organizations or groups can start a local chapter of Gameday for Heroes. Corporate sponsorships are also available and levels of sponsorships can be viewed at www.gamedayforheroes.com or by requesting a media kit. Contact:
Jana Tarleton (706) 888-0981 email@example.com
Let Them Be a Part of the Experience 331 Cascade Rd. Columbus, GA 31904 706-888-0981 March 10, 2011 Nancy Wykle Editor The Herald-Sun 2828 Picket Road Durham, NC 27705 Dear Nancy Wykle: Each day Americans wake up in a land of freedom made possible by the men and women who serve in the military. These members sacrifice their lives to ensure the freedom and lifestyle of citizens. Providing these men and women with a relaxing experience is a small testament to their gift of freedom. “Gameday for Heroes,” a non- profit organization, provides the opportunity for military members “to be a part of the experience.” Through ticket and monetary donations the organization is able to provide a change of scenery and a work-free day filled with sporting events and school tradition. We think this story would be ideal for The Herald-Sun because of your recent a “Gameday for Heroes” chapter has recently been established in your area. We think your readership could become actively involved in the organization to support military members in the Durham area. Included with this letter is a copy of our media kit. Speakers on behalf of our organization are available for interviews at your convenience. Previous recipients of our service are also available for contact. We will call to confirm your interest in this story on March 22. We will be available for any questions you may have at that time. Sincerely, Jana Tarleton Director and Founder
Let Them Be a Part of the Experience 331 Cascade Rd. Columbus, GA 31904 706-888-0981
Gameday for Heroes
Frequently Asked Questions
What is the purpose of Gameday for Heroes? Gameday for Heroes seeks to provide collegiate athletic tickets to members of the military and their families. These soldiers dedicate their lives to protecting the country and this provides an opportunity to give back. How do I donate to Gameday for Heroes? Gameday for Heroes accepts monetary and ticket donations through its website www.gamedayforheroes.com or by calling (706) 888-0981. How do I become a corporate sponsor for Gameday for Heroes? Gameday for Heroes accepts and encourages corporate sponsorship. There are three levels of sponsorship: Platinum, Gold and Silver. To find out more about this opportunity visit the Gameday for Heroes website at www.gamedayforheroes.com or request a media kit. How do I request a media kit? Media kits are available for members of the press as well as interested parties. Kits can be requested by contacting the organization at (706) 888-0981. How can I become a part of Gameday for Heroes? Gameday for Heroes seeks to spread its influence by partnering with local chapters across the country. The organization accepts both existing service organizations and those wishing to start a new chapter. Information about our chapters and how to start one is available at www.gamedayforheroes.com.
Let Them Be a Part of the Experience 331 Cascade Rd. Columbus, GA 31904 706-888-0981
Public Service Announcement FOR IMMEDIATE RELEASE
FOR MORE INFORMATION, CONTACT: Jana Tarleton Director & Founder 706-888-0981 firstname.lastname@example.org
Gameday for Heroes PSA: 30-Second Spot Looking for a way to give back to those that give the ultimate sacrifice by serving in our military? Gameday for Heroes, a non-profit organization that provides collegiate athletic tickets to members of the military and their families, is accepting ticket and monetary donations for upcoming sporting events in your area [When you know the specific area or university, insert the name here]. To donate to Gameday for Heroes, visit their website at www.gamedayforheroes.com [If there is a local chapter, insert their contact information here or use yours]. ###
Sponsorship Overview In order to implement a national campaign, corporate sponsorships are important aspects to have for a non-profit organization to succeed. The PRCM group composed a pitch letter to send potential corporate sponsorships that can be used as a guideline for how Gameday for Heroes should contact potential corporate sponsors. The PRCM group has also included a guideline for sponsorship levels, which will give potential corporate sponsors different options as to how to donate. These levels provide certain benefits to organizations that donate the specified amount of money. In order to implement a national campaign, the PRCM group has provided a list of organizations the group believes could be potential corporate sponsors for Gameday for Heroes. The list is a compilation of corporations that sponsor organizations similar to Gameday for Heroes such as Wounded Warrior Project and the USO. A list of corporate sponsors, which provides contact information for the company as well as a description of the company, can be viewed in Appendix A-3.
Let Them Be a Part of the Experience 331 Cascade Rd. Columbus, GA 31904 706-888-0981
Make a difference in a soldier’s life Dear [Recipient's Name]: We need your help to support those who have risked their lives fighting for our country. The mission of Gameday for Heroes is to provide U.S. Military who were wounded or injured in combat action and active duty military personnel with free tickets to collegiate sporting events. By participating as a sponsor, your organization will benefit from extended exposure through media campaigns and promotional efforts directed toward the supporters of Gameday for Heroes. For a small donation, you will receive exposure to this segment of your target audience. Gameday for Heroes is also a 501 (c)(3) non-profit organization; therefore, all donations are taxdeductible. We have three levels of sponsorship packages, as detailed in the enclosed sponsorship commitment form. You can select the level of participation that best meets your needs, and be secure in the knowledge that your sponsorship fee will be used to help Gameday for Heroes. We are counting on your support and will be happy to answer any questions you may have. Please return your sponsorship commitment form in the enclosed envelope. Thank you in advance for your willingness to support the efforts of Gameday for Heroes and make a difference in the lives of those who risk everything.
[Your Name Here] [Position]
Corporate Sponsorships Your company can help change the lives of those who risk their life to protect our country by partnering with Gameday for Heroes. There are numerous opportunities for your company to get involved.
Platinum Partner Sponsor Platinum Partner Sponsors receive the following benefits: • • • • • •
Official partner of Gameday for Heroes Premier logo placement and link on partners page of gamedayforheroes.com Press release announcing Gameday for Heroes Platinum Partner Sponsorship Gameday for Heroes plaque and certificate of appreciation Company logo featured on brochures/mailing cards Brand prominence in all media promotions INVESTMENT: $10,000+
Gold Sponsor Gold Sponsors receive the following benefits: • • • •
Logo and link on partners page of gamedayforheroes.com Press release announcing Gameday for Heroes Gold Partner Sponsorship Gameday for Heroes trophy and a certificate of appreciation Brand prominence in all media promotions INVESTMENT: $5,000
Silver Sponsor Silver Sponsors receive the following benefits: • • •
Company listing on partners page of gamedayforheroes.com Certificate of appreciation Personal thank you letter
Local Chapters Since the organization started as a local service project, the PRCM group thinks similar service groups such as Civitan, Rotary or Kiwanis could communicate more effectively within their areas, rather than Gameday for Heroes attempting to contact target publics from the headquarters located in Columbus, Ga. When contacting groups such as Civitan, Rotary or Kiwanis, often times the information listed on their websites only displays their meeting locations. To get individual club’s contact information Gameday for Heroes should call the number listed on the sites, which are listed below. The PRCM group suggests first deciding where Gameday for Heroes wants to start a chapter and then calling the local service clubs in that area. To avoid an overwhelming number of calls, the organization should set monthly goals of contacting a certain number of service groups. •
Rotary Club: http://www.rotary.org/en/aboutus/sitetools/clublocator/pages/ridefault.aspx
Kiwanis Club: http://sites.kiwanis.org/Kiwanis/en/MembershipInterest/FindAClub.aspx
Public Relations Society of America: http://www.prsa.org/Network/Chapters/Find/
*See Appendix A-9 for an example survey to measure the effectiveness of the local chapters’ success and to help gauge media. *See Appendix A-3 for a list of alumni contact information. Alumni are potential contacts for establishing a local chapter.
Endorsers In order to properly utilize endorsers, it would be the responsibility of the individual chapters in the communities to contact their local celebrities and request support of Gameday for Heroes. Each chapter would select one or more people to endorse Gameday for Heroes. The celebrities could participate in a short video explaining why members of the community should donate tickets and help support the organization. The video would be shown around the community as well as posted to the Gameday for Heroes website. After the creation of the video, the chapters will conduct a short survey to evaluate the effectiveness of it. This will help other chapters improve their celebrity videos.
Celebrity Endorsers Guidelines The ideal local celebrity would be someone with a sports background that can easily relate to Gameday for Heroes as well as relate to the audience. It would also be beneficial for the celebrity to have a connection with the military (whether he or she serves or someone close to him or her has/is serving). When choosing a celebrity endorser, make sure he or she is someone that the community can easily relate to. The endorsers do not necessarily have to be star athletes, but opinion leaders that can help the organization gain support and recognition. The celebrity should be well spoken and know how to address an audience.
Remember: These are only suggestions. The chapters will know their communities the best, and will be able to determine who they think will benefit and help the organization gain support.
Video Guidelines When making the video with the local celebrity, the following questions should be asked: •
Why did you decide to endorse Gameday for Heroes?
Why should others want to donate tickets and support this organization?
What makes this organization different from other non-profit organizations?
What does this organization mean to you?
Get the local celebrity to explain the process of how a person can donate tickets or money to the organization.
Add any additional questions that will gain support for Gameday for Heroes.
Survey Guidelines When creating the evaluation survey, ask the following questions on a 1-5 scale with 1 being strongly disagree and 5 being strongly agree. Also, ask a couple of open-ended questions. •
How effective was the video at getting your attention?
How effective was the video at increasing your desire to donate to Gameday for Heroes?
Was the celebrity a good representation of the organization?
Was the celebrity a good representation for the community?
Would you be interested in learning more about the organization?
How would you suggest getting the attention of the community?
What local celebrity would you like to see supporting this organization?
*See Appendix A-16 for an example of this survey.
Example of National Endorser (for a local Oklahoma Chapter) Sam Bradford was the quarterback of the Oklahoma Sooners, and in 2008 he became the second sophomore (Tim Tebow being the other one) to win the Heisman Trophy. Bradford was the first overall pick of the 2010 NFL draft and now plays for the St. Louis Rams. He is an excellent choice for a celebrity endorser because he is well known among the communities in Oklahoma. Bradford does not have a military background, but is an icon to the Oklahoma football community and would easily be able to relate to many of the potential donors for Gameday for Heroes. Bradford has also received national recognition.
Note: This example is of a college football player; however, local chapters may choose a celebrity of any sport or no sport at all.
Materials Overview In order to implement a national campaign, the PRCM group has created numerous documents for Gameday for Heroes to utilize. The materials include: a brochure, postcard, business card and T-shirt designs. The PRCM group thinks these materials will be helpful when spreading the word about the organization. These materials need to be distributed to other chapters as well as soldiers. The brochure, business card and postcard can be included in a media kit to provide extra information about the organization. These materials should also be distributed to chapters around the country as well as to any person interested in Gameday for Heroes. The T-shirts were designed in order to promote the organization at games around the country. These shirts should be worn by the soldiers (if not in uniform), their family and friends and any person involved in the local chapters. These T-shirts will provide an opportunity to market the organization to many people.
What is Gameday for Heroes?
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About Us: Gameday for Heroes, a 501 (c) (3) nonprofit organization, provides the opportunity for military members “to be a part of the experience.” Through ticket and monetary donations the organization is able to provide a change of scenery and a work-free day filled with sporting events and school tradition.
Our Mission: Our mission is to provide U.S. Military who were wounded, or injured in combat action, and active duty military personnel with free tickets to collegiate sporting events
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Mailing Address: Gameday for Heroes Headquarters 331 Cascade Drive Columbus, GA 31904 E-mail: email@example.com Website: www.gamedayforheroes.com
Our Story: Gameday for Heroes started as a service project for the Auburn University Alumni Club of Columbus, Ga. One of our club members became aware of soldiers that would like to attend Auburn football games, but were unable to afford tickets. This realization led to Gameday for Heroes and our members welcomed the opportunity to give back to the troops. The organization was orginally named “Tigers for Heroes,” but we soon realized this project could go beyond our area and benefit troops around the country. Gameday for Heroes continues to serve the Columbus area, but the program is expanding.
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How to donate: Show your support for the men and women protecting your freedom by monetary and ticket donations.
Donate unused tickets: Tickets donated throughout the season will be given to wounded and/or active duty soldiers. We accept collegiate level tickets for:
Their Story: Every day American soilders dedicate their lives to preserving the freedom of their fellow Americans. They deserve our support and the opportunity to have a game day experience. Show your support by donating tickets or creating your own chapter. This is the least we can do to show our troops how much we care about them. Our troops need to know that we support and appreciate the sacrifices they make for us, our families, and our future.
• Football • Basketball • Baseball Tickets If you would like to donate tickets, please contact us at firstname.lastname@example.org with your information.
Make a monetary donation: Your donations will be used to purchase tickets to sporting events and support this worthy cause. To make a monetary donation, please fill out the form below and mail your donation to: 331 Cascade Road Columbus, GA 31904 -orvisit www.gamedayforheroes.com
Organization (if applicable):_______________________________ Name:________________________________________________ Phone:___________________ E-mail: ______________________ Mailing Address:________________________________________ City:__________________State:______ Zip code:_____________ Donation Type:
“Let them be a part of the Experience”
I would like to make a one-time donation of $_____________ I would like to make monthly donations for the next 12 months in the amount of $__________ *Please make checks payable to Gameday for Heroes
Social Media Overview It is essential for Gameday for Heroes to understand the importance of social media, especially for an organization trying to gain national awareness. The organization should utilize social technologies, such as Facebook and Twitter, every day to promote the organization. Social media is significant because it allows an organization to increase awareness at a relatively low cost. When using social media, it is important to make sure “influencers” see information about Gameday for Heroes because these “influencers” will have the ability to reach a large audience. In order to get the organization started in implementing social media, the PRCM group has compiled a list of “influencers” to follow on Facebook and Twitter. These “influencers” include talk show hosts, bloggers and celebrities. The PRCM group set up a Facebook page for Gameday for Heroes. This page is set up for people to “like” the organization and be able to interact on the wall and in discussions. The PRCM group has imported pictures from Gameday for Heroes events, and it is important for the client to keep these pictures up-to-date with the most recent event. The PRCM group suggests the client post updates in the “What’s on your mind?” box at least once per day. These updates can include information about games coming up, new sponsors, asking for donations, or it can even be as simple as “Have a great day!” Remember, interaction is the key to social media. The PRCM group provided examples of possible updates on page 46. These updates/statuses can also be used for “tweets.” As mentioned, Twitter is an important social media tool to implement when creating awareness of an organization. The goal of Twitter is to “tweet” about the organization as much as possible. The organization should “tweet” potential sponsors and influencers about Gameday for Heroes.
The PRCM group has provided a list of people to “follow” on Twitter on page 51. The PRCM group has provided examples of possible “tweets” on page 49. These “tweets” can also be used on the organization’s Facebook page. When using social media, it is important to keep in mind that the organization’s objective is interaction. It is essential to increase the number of “followers” on Twitter and to increase the number of people to “like” status updates on Facebook. This is done by using social media sites and getting feedback from the organization’s members or followers.
Facebook Why Gameday for Heroes should be on Facebook? To gain more exposure, Gameday for Heroes should improve and maintain relationships with military members and potential donors.
Group versus Page A page is more functional for a business because it allows more flexibility in use. It allows the administrator to view Facebook as the organization. Also, pages are allowed to create custom URLs. When posting through a page, administrators have more freedom in targeting their audience. An advantage of pages is that Facebook will provide administrators with page insights, which are helpful to evaluate the progress of a page and track community involvement on posts. Pages also have support for applications and promotional widgets, which allow administrators to customize their page and advertise it. Groups are more effective for sending bulk messages and event invitations. Groups are best with “invite only” and groups that have membership restrictions (O’Neill). In summary, the PRCM group would recommend creating a Facebook fan page (“20 awesome Facebook fan pages”). See Appendix A-17 for a screenshot.
Post Guidelines Determine what kind of posts Gameday for Heroes wants to include on its page. Some categories include: compliments, conversation starters, questions, post encouragements or links. Always respond to fan comments as Gameday for Heroes. This shows that Gameday for Heroes is engaging in conversation and not talking at fans. With anyone being able to comment on the
page, determine what Gameday for Heroes will consider appropriate posts. For example, two fans could get in a college rivalry debate on a status. If a comment is deemed inappropriate, delete the comment. In the page settings, administrators can set the level of acceptable language for post. Post photos from every event and game attended by Gameday for Heroes. Two strategies Gameday for Heroes can take with photos: 1. Encourage the military service men and women to post their own photos and videos from their Gameday for Heroes experience to the page. 2. Have Gameday for Heroes post photos and encourage fans to tag themselves. This could help drive people back to the page and website. Facebook Questions is a product/feature of Facebook that allows page owners to ask their fans questions that will appear in news feeds. The right question can increases the page’s exposure because each fan response appears on more news feeds. Gameday for Heroes could create questions that ask people what they think is the all-time greatest college game (“Facebook guide book”).
Example posts: Have you been to a game through Gameday for Heroes? Gameday for Heroes sent six military members and their families to the Duke Basketball game today! Give back to soldiers in your area by donating tickets to Gameday for Heroes at www.gamedayforheroes.com
@Indiana University, thank you for hosting five soldiers at the Indiana vs. Purdue game! @USO Have you checked out our latest video of our troops at the @Indiana University vs. @Purdue University game?
Examples of company pages: http://www.facebook.com/communitycoffeecompany http://www.facebook.com/ecycler http://www.facebook.com/makeawish http://www.facebook.com/ecycler
What Pages Gameday for Heroes should “Like” http://www.facebook.com/wwpinc.fans (Wounded Warriors) http://www.facebook.com/USarmy http://www.facebook.com/USNavy http://www.facebook.com/marinecorps http://www.facebook.com/UScoastguard http://www.facebook.com/USairforce
Promoting the Page Gameday for Heroes should encourage people to “like” the fan page. The PRCM group recommends making a “Like Our New Page” event for group members.
Facebook Myth: Build it and They Will Come Having a Facebook page will not instantly gain Gameday for Heroes more exposure. It requires
Gameday for Heroes to be an active participant, which means being friendly, providing quality content and encouraging discussion. With Facebook’s targeted and low-cost advertising, an initial push for “likes” with highly targeted ads to people who already “like” college sports pages and military organizations could be beneficial. Facebook ads come in two forms – pay for click-through and pay by impressions. For increasing general awareness, pay for impressions will expose the ad to more people. People rarely search for products and organizations to “like,” so organizations have to find ways to appear in their news feeds (Chafkin).
Twitter Tweet Guidelines Brevity and consistency are essential to Twitter. It’s the social media for those on the go, which requires messages to be short (fewer than 140 characters). If Gameday for Heroes wants to share a link, bit.ly is a URL compressor so Gameday for Heroes won’t have to waste characters on URLs. Tweet often. Many Tweeters un-follow those who rarely tweet because they are not adding value to their tweet stream. Use Twitter to talk to followers and fellow tweeters. Spend time talking about Gameday for Heroes, but spend as much time talking with followers and the people Gameday for Heroes follows. If someone tweets about Gameday for Heroes, be sure to respond within an appropriate amount of time. Show followers that Gameday for Heroes cares by following back the ones that are tweeting about Gameday for Heroes. Retweeting is a way of showing that the tweet is liked. With that said, no one wants to follow someone who only retweets, so the organization should have original content (Twitter guide book). A hashtag is a feature that brings organizations to Twitter. They are used to designate topics and spread information. They can also be used to track a topic on Twitter. Hashtags are denoted with a “#” (Twitter help center: what are hashtags symbols?). For more information on Twitter, visit http://mashable.com/guidebook/twitter/.
Gameday for Heroes sent six military members and their families to the Duke Basketball game today! #gamedayforheroes #supportourtroops Give back to soldiers in your area by donating tickets to Gameday for Heroes at www.gamedayforheroes.com #ticketsfortroops @IndianaUniv, thank you for hosting five soldiers at the Indiana vs. Purdue game! #hoosiers #gamedayforheroes @the_USO Have you checked out our latest video of our troops at the @IndianaUniv vs. Purdue game? #gamedayforheroes #militarysupport
Examples of good use of Twitter: http://twitter.com/makeawish http://twitter.com/wwpinc http://twitter.com/americancancer http://twitter.com/createthegood http://twitter.com/sharestrength http://twitter.com/thelampnyc
Building a Following Search for people associated with Gameday for Heroes and follow them. Also get involved in a discussion, which means two things: 1.) Get involved with current hashtag discussions and 2.) Reply to people/organizations Gameday for Heroes follows that have the audience it wants to reach. If the response tweets are relevant and interesting, they will reply, which will show up on their followers feed. Also, encourage the followers of Gameday for Heroes to retweet. When someone is speaking at events on the behalf of Gameday for Heroes, remind the speaker to mention Twitter and that can help gain Gameday for Heroes loyal followers.
Who to Follow Bleacherreport Brownuniversity CNN PR DepofDefence DepVetAffairs Dukeblueplanet DukeChroncile ESPN
Fcanews IndianaUNIV IUBloomington militaryChannel Ohiou PRSA Rickandbubba The_USO
Thenationalguard UFlorida Uiowa Unimiami USArmy USMC USNAVY
For more to follow, visit http://wefollow.com/twitter/sports or http://wefollow.com/twitter/nonprofit.
Helpful Twitter Resources Twellow.com is the Twitter yellow pages for industry experts and people to follow. Ping.fm is a free service that allows users to update all social media at once. Hasdictionary.com is a service that allows users to look up hashtags and that will also allow users to define and add hashtags.
Design Overview As a part of the PRCM group's plan to streamline Gameday for Heroes, the logo and website were redesigned to allow for expansion beyond the Auburn area.
The logo is a ticket design over an American flag, so that when someone sees the logo they intermediately understand what Gameday for Heroes represents. The ticket is a common theme throughout the campaign to visually drive the organization's mission. It can be seen on the business card design, the Facebook landing page and the Twitter background. The main colors of the design are red, white and blue. The PRCM group used these colors because they represent the American patriotic spirit and move beyond branding Gameday for Heroes with any particular school's team colors.
In addition to the logo, the PRCM group added a mission phrase to streamline the national campaign of "Let Them be a Part of the Experience." This slogan is a play on the National Guard's tag line of "Be a Part of the Action."
The website redesign is based on a simple navigation system and clean design to help improve communication with site visitors. The information is laid out in a way that the PRCM group thinks potential donors will want to access information. Again, the colors used throughout the website are red, white and blue to give the site a patriotic feel. The website features a section dedicated to telling the soldiers' stories and why Gameday for Heroes is a program worth supporting.
Although the previous website included a guestbook feature, the PRCM group thought Facebook would better serve as the guestbook for Gameday for Heroes to build a community. Facebook would allow Gameday for Heroes to show the entire community that it responds to posts. The redesign does include a form for site visitors to leave comments and feedback for Gameday for Heroes, but the posts are not public like the current guestbook. This will give the organization more control over the content that appears on its website.
Evaluation Objective 1: To inform the target publics of the organization through modern and traditional platforms; to generate word of mouth and general awareness about the organization. Twitter The effectiveness of Twitter is measured by the amount of engagement Gameday for Heroes has, based on the number of followers, number of mentions, responses to the organization’s “tweets.” (See Implementation pages 49-51). Facebook The effectiveness of Facebook is measured by the amount of engagement Gameday for Heroes has, based on the numbers of “likes” on the fan page and the accumulation of more attention to the organization by posting more meaningful statuses and generating human interest. With a Facebook company page, Facebook will send a report (either weekly or daily) that measures engagement (See Implementation pages 45-48). Media Kit The effectiveness of the media kit is measured by the number of articles, news stories, blog posts and radio/television mentions about the organization. To measure the effectiveness of media kits, the organization must monitor media outlets on a regular basis. A method of performing media monitoring is by setting up Google Alerts. Google Alerts is a content monitoring service that automatically notifies users when new content from news, web, blogs, video and discussion groups matches a set of search terms selected by the user.
Pertaining to Twitter, Facebook and media exposure, Gameday for Heroes should acknowledge the quality of the content, in order to ensure a positive reputation. (See Implementation pages 24-29)
T-shirts Wearing T-shirts can be effective if they generate exposure and conversation at the athletic events attended. The shirts can also be worn outside of events, which can generate exposure of the organization outside of athletic events. There is no concrete way to measure the effectiveness of this particular tactic (See Implementation page 42). Endorsement The measurement of an endorsement such as a promotional video is how much attention it draws to the organization and how many views it receives. The endorsement is more effective if the endorser is relatable to the organization and the community, which could be measured by a survey (See Implementation pages 34-36).
Objective 2: To create corporate sponsorships to fund the organization nationally. Media Kit The measurement of effectiveness of a corporate sponsor media kit is by the quality and quantity of sponsors. Quality and quantity measure how much monetary support each organization provides and the actual number of sponsors the organization obtains.
Objective 3: To gain support, two-way communication and interest among the smaller media outlets and larger outlets as the organization expands.
Media Outlets The effectiveness of providing pitch letters and news releases is measured by the number of stories the media outlets run and if the exposure is positive toward the organization.
Objective 4: To create partnerships with other organizations and service groups around the country that would function as chapters of Gameday for Heroes. Service Clubs The effectiveness of creating service club support nationally is measured by the number of chapters interested and the amount of support the individual chapters generate for Gameday for Heroes. Speaking Engagements The effectiveness of booking speaking engagements for the organization nationally is measured by the number of speakers booked and if, following the speaking engagement, the audience members become involved with the organization by donations or by creating a chapter.
Limitations of the Campaign A limitation of the Gameday for Heroes national campaign is that the organization is small and localized; therefore, it is more difficult to create awareness with such a small following. Another limitation is that other organizations are trying to accomplish the same goal. While there are no direct competitors for Gameday for Heroes, there are still organizations vying for media attention and national recognition. If the campaign becomes successful and the staff doesnâ€™t expand, it could become too overwhelming to handle increased donations and not being able to distribute those tickets. Also, having limited resources is a challenge to Gameday for Heroes. If the
organization expands, it will become less of a constraint. The campaign can be difficult to measure, considering that the organization is trying to gauge media mentions and word-of-mouth on a national level. However, just because there is word-of-mouth and media attention doesn’t mean people will act upon it and donate. Recognition is not the only goal.
Measuring Campaign Success Two-year period The campaign as a whole can be viewed as successful in several ways. One way is if Gameday for Heroes gains 10 to 15 partnering colleges or universities through chapters or other service organizations over a two-year period. Another measurement of success is if it gains a corporate sponsor such as FedEx or Coca-Cola. Another way is to increase ticket and monetary donations by 50 percent each year. For example, if 400 military members were sent to athletic events this year, in two years it would need to increase to 900.
Research Methods/Tools The PRCM group has included a survey that can be conducted via Survey Monkey nationwide through the chapters with whom it partners. The chapters can distribute the surveys to community members and alumni groups of universities in the area. By distributing surveys to these groups, Gameday for Heroes is targeting people who are most likely to donate, but it is also a random sample since the results will be from a variety of age groups, genders, ethnic backgrounds and socioeconomic status. Another research method is the weekly or monthly engagement updates Facebook will send Gameday for Heroes administrators. For Twitter, there are a number of methods to measure engagement. For example, Twitterfall or Twazzup can measure keywords mentioned in a tweet. When resources increase and the organization’s awareness becomes national, Radian6 can be used to measure all social media mentions. Widgets
such as the River of News and the Conversation Cloud can measure how often keywords are mentioned, the sentiment (positive, negative) of the mentions, and they display what people are saying about the organization.
Data Collection Surveys about organization awareness and engagement should be collected once a year by a new organization. After the organization has established nationally, surveys can be conducted every other year. Facebook, Twitter and Radian6 mentions should be monitored daily or at least weekly so that Gameday for Heroes can respond to mentions and engage with its audience. Problems with collecting data can be anticipated because people do not always respond to surveys unless it is important to the audience polled. If chapters are not established, this could become a daunting task. The chapters allow people in the local area to distribute the surveys, so people in that area are more likely to respond. Conversation mining takes time; thus, if the social media sites are neglected, they will be ineffective.
Table of Contents Appendix Account Information……………………………………………………………………………………A-2 Alumni Contact Information……………………………………………………………………………A-3 Chapters Survey…………………………………………………………………………………………A-9 Schools Directory………………………………………………………………………………….…...A-11 Evaluation Survey………………………………………………………………………………………A-16 Facebook Screen Shot………………………………………………………………………….….……A-17 Letterhead………………………………………………………………………………………………A-18 Media Contact Information……………………………………………………………………..….…..A-19 Sponsorship Contact Information………………………………………………………………..…..…A-35 Twitter Screen Shot……………………………………………………………………………….……A-47 Website Screen Shots……………………………………………………………………………...……A-48 Website List………………………………………………………………………………………….…A-60 Works Cited…………………………………………………………………………………………….A-61
Account Information for Social Media Pages Gmail/Flickr Account First: Jana Last: Tarleton Username: gamedayforheroes Password: 2010wareagle Security Question: How many campaign course groups did we have? Answer: 3 Birthday: 08/01/1990
Facebook Account Thereâ€™s no direct login. The PRCM group can make you an administrator of this page.
Twitter Account Name: Gameday for Heroes Username: gamedayheroes Account email: email@example.com Password: 2010wareagle
Alumni Contact Information
Alumni Contact Information Atlantic Coast Conference (ACC) Boston College
Boston College Alumni Association 825 Centre St. Newton, MA 02458-2527
Clemson Alumni Center 109 Daniel Drive Clemson, SC 29631-3006
Florida State University
FSU Alumni Association Alumni Center 1030 West Tennessee St. Tallahassee, Florida 32304-7719
University of Maryland
University of Maryland Alumni Association Samuel Riggs IV Alumni Center College Park, MD 20742-1521
North Carolina State
NC State Alumni Association Campus Box 7503 NC State University Raleigh, NC 27695-7503
Wake Forest University
Wake Forest Alumni Association Box 7227 Winston-Salem, NC 27109
Duke Alumni Association Forlines House 614 Chapel Drive Box 90572 Durham, NC 27708-0572
Georgia Tech Alumni Association 190 North Avenue Atlanta, Georgia 30313
Appendix Miami University
Newman Alumni Center 6200 San Amaro Drive Suite 200 Coral Gables, FL 33146
University North Carolina
George Watts Hill Alumni Center CB#9180, Stadium Drive P.O. Box 660 Chapel Hill, NC 27514-0660
University of Virginia
University of Virginia Alumni Association P.O. Box 400314 Charlottesville, VA 22904
Virginia Tech Alumni Association Holtzman Alumni Center (0102) 901 Price's Fork Road Blacksburg, VA 24061
Big 12 University of Iowa
One West Park Road 100 Levitt Center Iowa City, IA 52242-1797
Unviersity of Kansas
KU Alumni Association 1266 Oread Ave. Lawrence. KS 66045
Baylor Alumni Association One Bear Place #97116 Waco, Texas 76798
OU Alumni Association Oklahoma Memorial Union 900 Asp Ave. Suite 427 Norman, OK 73019-4051
Oklahoma State University
Oklahoma State University Alumni Association 201 ConocoPhillips OSU Alumni Center
Appendix Stillwater, OK 74078 Texas
Alumni Association of University of Texas 2110 San Jacinto Blvd. Austin, TX 78712
University of Missouri
University of Missouri Alumni Association 123 Reynolds Alumni Center Columbia, MO 65211
The Association of Former Students 505 George Bush Drive College Station, TX 77840-2918
Merket Alumni Center 17th and University PO Box 45001 Lubbock, TX 79409-5001
Nebraska Alumni Association 1520 R Street Lincoln, NE 68508-1651
Pac 10 Arizona
The University of Arizona Alumni Association Marvin D. “Swede” Johnson Building P.O. Box 210109 Tucson, AZ 85721-0109
ASU Alumni Association Old Main, 400 East Tyler Mall PO Box 873702 Tempe, AZ 85287-3702
Cal Alumni Association 1 Alumni House Berkeley, CA 94720-7520
UO Alumni Association
Appendix 1204 University of Oregon Eugene, OR 97403-1204 Oregon State
Oregon State University Alumni Association 204 CH2M HILL Alumni Center Corvallis, Oregon 97331
Stanford Alumni Association Frances C. Arrillaga Alumni Center 326 Galvez St. Stanford, CA 94305-6105
UCLA Alumni Association James West Alumni Center Box 951397 Los Angeles, CA 90095-1397
University of Southern California
USC Alumni Association Epstein Family Alumni Center 3607 Trousdale Parkway, TCC 305 Los Angeles, CA 90089-3106
University of Washington
UW Alumni Association Box 359508 Seattle, WA 98195-9508
WSU Alumni Association Lewis Alumni Centre PO Box 646150 Pullman, WA 99164-6150
Big Ten Illinois
Alice Campbell Alumni Center 601 South Lincoln Avenue Urbana, IL 61801
Virgil T. DeVault Alumni Center 1000 E. 17th St.
Appendix Bloomington, IN 47408-1521 Michigan
Alumni Association of the University of Michigan 200 Fletcher St. Ann Arbor, MI 48109-1007
Michigan State University Alumni Association 242 Spartan Way East Lansing, MI 48824
University of Minnesota Alumni Association, McNamara Alumni Center University of Minnesota Gateway 200 Oak Street SE, Suite 200 Minneapolis, MN 55455-2040
Northwestern Alumni Association 1800 Sheridan Road Evanston, IL 60208
Longaberger Alumni House 2200 Olentangy River Road Columbus, OH 43210-1035
Penn State Alumni Association Hintz Family Alumni Center University Park, PA 16802
Dick and Sandy Dauch Alumni Center 403 West Wood St. West Lafayette, IN 47907
Wisconsin Alumni Association 650 N. Lake St. Madison, WI 53706
Southeastern Conference Alabama
Alabama Alumni Association Box 861928
Appendix Tuscaloosa, Alabama 35486-0017 Tennessee
Tyson Alumni House 1609 Melrose Ave. Knoxville, TN 37996-3550
UGA Alumni Association Wray-Nicholson House 298 S. Hull St. Athens, GA 30602
Lod Cook Alumni Center 3838 West Lakeshore Drive Baton Rouge, LA 70808
Nancy Ingram Auburn Alumni Association 317 South College St. Auburn, AL 36849
Emerson Alumni Hall P.O. Box 14425 Gainesville, Florida 32604
Arkansas Alumni Association 491 N. Razorback Road Fayetteville, AR 72701
Triplett Alumni Center Room 172 University, MS 38677
King Alumni House 400 Rose St. Lexington, KY 40506-0119
Carolina Alumni Association 1600 Hampton Street Annex Suite 305 Columbia, SC 29208
Appendix Mississippi State
MSU Alumni Association Post Office Box AA One Hunter Henry Blvd. Mississippi State, MS 39762-5526
Example of Chapters Survey This survey is intended to help Gameday for Heroes gain knowledge about its target audience and help the organization measure the audienceâ€™s knowledge about the organization. Circle one: 1.) What is your gender? Male Female 2.) What is your ethnicity? White (Caucasian) African America Hispanic Asian Pacific American Indian Other 3.) What is your age? 18-25 26-33 34-41 42-49 50-57 58-65 66-73 Older than 73 4.) What is your yearly household income? Less than $30,000 $30,000-$60,000 $60,000-$90,000 $90,000-$120,000 $120,000-$150,000 More than $150,000 5.) Have you ever heard about the organization Gameday for Heroes? Yes No 6.) (If applicable) How did you learn about Gameday for Heroes?
7.) Would you be willing to learn more about Gameday for Heroes? Yes No 8.) Would you ever consider donating to Gameday for Heroes? Yes No 9.) If you were to donate to Gameday for Heroes, what would you donate? Money Tickets Both 10.) Would you ever consider volunteering for Gameday for Heroes? Yes No 11.) Additional Comments:
Directory of Schools
Directory of Schools Division I-A Teams ACC
Boston College Clemson Duke Florida State Georgia Tech Maryland Miami (FL) North Carolina North Carolina State Virginia Virginia Tech Wake Forest
Baylor Colorado Iowa State Kansas Kansas State Missouri Nebraska Oklahoma Oklahoma State Texas Texas A&M Texas Tech
Cincinnati Connecticut Louisville Pittsburgh Rutgers South Florida Syracuse West Virginia
Illinois Indiana Iowa Michigan Michigan State Minnesota Northwestern Ohio State Penn State Purdue Wisconsin
East Carolina Houston Marshall Memphis Rice Southern Methodist Southern Miss Tulane Tulsa UAB UCF UTEP
Army Navy Notre Dame
Akron Ball State Bowling Green Buffalo Central Michigan Eastern Michigan Kent State Miami (OH) Northern Illinois
Ohio Temple Toledo Western Michigan
Air Force Brigham Young Colorado State New Mexico San Diego State TCU UNLV Utah Wyoming
Arizona Arizona State California Oregon Oregon State Stanford UCLA USC Washington Washington State
Alabama Arkansas Auburn Florida Georgia Kentucky LSU Mississippi Mississippi State South Carolina Tennessee Vanderbilt
Arkansas State Florida Atlantic Florida International Louisiana-Lafayette Louisiana-Monroe Middle Tennessee North Texas Troy Western Kentucky
Boise State Fresno State Hawaii Idaho Louisiana Tech Nevada New Mexico State San Jose State Utah State
Top Football Schools and their Conferences 1.) Texas (Big 12) 2.) Notre Dame (IA Independent) 3.) Penn State (Big 10) 4.) Nebraska (Big 12) 5.) Alabama (SEC) 6.) Florida (SEC) 7.) LSU (SEC) 8.) Ohio (Big 12) 9.) Georgia (SEC) 10.) Oklahoma (Big 12) 11.) University of Michigan (Big 10) 12.) South Carolina (SEC)
Most Football National Champions 1.) 2.) 3.) 4.) 5.) 6.)
Notre Dame Alabama Ohio USC Trojans Oklahoma Sooners University of Miami
Highlights The above schools are the top football schools in the country and their conferences. We would mainly focus on Big 12, Big 10, and SEC schools for football; since they are the top football schools.
Top Basketball Schools with the Most Wins 1.) Kentucky 2.) North Carolina 3.) Kansas 4.) Duke 5.) Syracuse 6.) Temple 7.) St. Johnâ€™s 8.) UCLA 9.) Notre Dame 10.) Pennsylvania
Basketball Teams with the Most NCAA Championship 1.) 2.) 3.) 4.) 5.)
UCLA Kentucky Indiana and North Carolina Duke Kansas
Baseball Teams with the Most NCAA Championship Since the 90s 1.) 2.) 3.) 4.) 5.)
LSU Oregon State Miami (FL) Cal State Fullerton South Carolina (2010 winner)
Example of Evaluation Survey Answer the following questions based on your opinion of the Gameday for Heroes local celebrity video. 1.) How effective was the video at getting your attention? 1
2.) How effective was the video in increasing your desire to donate to Gameday for Heroes? 1
3.) Was the celebrity a good representation of Gameday for Heroes? 1
4.) Was the celebrity a good representation for the community? 1
5.) Would you be interested in learning more about the organization? 1
6.) How would you suggest getting the attention of a community in order to gain support for Gameday for Heroes?
7.) What local celebrity would you like to see supporting Gameday for Heroes (and Why)?
Let Them Be a Part of the Experience 331 Cascade Rd. Columbus, GA 31904 706-888-0981
Media Contact List
Media List The following is a list of media contacts. The list is not exhaustive, but lists major newspapers and television stations within the United States. This list of newspapers is from easymedialist.com. The site offers email addresses, mailing addresses and phone numbers of the editors for $98.45. The contact information can also be found by going to the newspapersâ€™ websites. The PRCM group recommends selecting an area Gameday for Heroes would like to reach and then using this list to find the best newspaper for that area. For example, if the organization wanted to send a press release about tickets to citizens of Alabama, the best newspaper choice would be either the Birmingham News or the Press Register, which are both listed below.
Wall Street Journal
New York Times
Los Angeles Times
New York Daily News
New York Post
San Jose Mercury News
Minneapolis Star Tribune
Dallas Morning News
Cleveland Plain Dealer
Debra Adams Simmons
Detroit Free Press
St. Petersburg Times
San Diego Union-Tribune
San Francisco Chronicle
St. Louis Post-Dispatch
Kansas City Star
St. Paul Pioneer Press
Milwaukee Journal Sentinel
Dennis R. Ryerson
Orange County Register
Mary J. Corey
Margaret M. Sullivan
Fort Worth Star-Telegram
Las Vegas Review-Journal
South Florida Sun-Sentinel
Bergen County Record
New Orleans Times-Picayune
San Antonio Express-News
Raleigh News & Observer
Memphis Commercial Appeal
Rochester Democrat and Chronicle
Asbury Park Press
Philadelphia Daily News
Salt Lake Tribune
Des Moines Register
Arlington Heights Daily Herald
Palm Beach Post
Grand Rapids Press
Dayton Daily News
Allentown Morning Call
Akron Beacon Journal
Knoxville News Sentinel
Arizona Daily Star
Los Angeles Daily News
Wisconsin State Journal (WSJ)
Delaware News Journal
Vero Beach Press Journal
Northwest Indiana Times
Tacoma News Tribune
Baton Rouge Advocate
Charleston Post and Courier
William E.N. Hawkins
White Plains Journal News
Intelligencer Journal-Lancaster New Era
Colorado Springs Gazette
South Carolina State
Chattanooga Times Free Press
J. Todd Foster
Long Beach Press-Telegram
New Haven Register
North County Times
Albany Times Union
El Paso Times
Contra Costa Times
Lincoln Journal Star
Worcester Telegram & Gazette
Torrance Daily Breeze
Ventura County Star
Daytona Beach News-Journal
Newport News Daily Press
This list of television station is from http://www.high-techproductions.com/u_s.htm. The list shows local television channels by state. The PRCM group recommends again selecting the state or area Gameday for Heroes would like to reach and then contacting the media outlets within the area. Individual contact information can be found by visiting the stationâ€™s website.
Birmingham WBRC 6 FOX
Omaha, KMTV 3 CBS
Birmingham WVTM 13 NBC
Omaha WOWT 6 NBC
Huntsville WAFF 48 NBC Huntsville WHJT 19 CBS
Mobile WJTC 44 UPN
Las Vegas KFBT 33 WB
Mobile WKRG 5 CBS
Las Vegas KLAS 8 CBS
Mobile WPMI 15 NBC
Las Vegas KUPN 21 UPN
Montgomery WAKA 8 CBS
Las Vegas KVBC 3 NBC
Montgomery WSFA 12
Las Vegas KVWB 21 WB Reno KOLO 8 ABC
Anchorage KTUU 2 NBC New Hampshire
A-25 Manchester WMUR ABC
Phoenix KPHO 5 CBS Pheonix KUSK 7
Phoenix KUTP UPN
Montclair WNJN PBS
Tucson KOLD 13
Newark WNET 13 PBS
Yuma KSWT 13 CBS
Teterboro WNJU 47
Tucson KVOA 4 NBC
Secaucus WWOR UPN
Fort Smith KHBS 40
Albuquerque KOB NBC
Jonesboro KAIT 8 ABC
Albuquerque KRQE CBS
Little Rock KARK 4 NBC
New Mexico KASA FOX
Little Rock KASN 38 UPN Little Rock KATV 7
Little Rock KLRT 16
Albany WNYT NBC Albany WXXA 23 FOX
Bakersfield KGET 17 NBC
Chico KHSL12 CBS
Fresno KJEO 47
Buffalo WKBW 7 ABC
Fresno KSEE 24 NBC
New York WABC ABC
Los Angeles KABC 7 ABC
New York WPIX 11 WB
Los Angeles KMEX 34
New York WCBS CBS2
Los Angeles KNBC 4 NBC
New York WNBC NBC
Los Angeles KTLA 5 IND
Plattsburgh WPTZ NBC
Palm Springs KESQ 3 ABC
Palm Springs KMIR 6 NBC
Schenectady WRGB 6 CBS
Redding KRCR 7
Sacramento KCRA 3
Syracuse WIXT 9
Sacramento KXTV 10 ABC
Syracuse WTVH - CBS
Salinas-Monterey KSBW 8
San Diego KFMB 8
San Diego KGTV 10 ABC
Watertown WWNY CBS
San Francisco KBHK 44 UPN
Watertown WWTI 50 ABC
San Francisco KGO 7 ABC San Francisco KPIX 5 CBS
San Francisco KTSF 26
Charlotte WBTV 13 CBS
San Jose KICU 36 IND
Charlotte WCNC 36 NBC
San Jose KNTV 11 ABC
San Mateo KCSM 60
Charlotte WJZY 46 UPN
Santa Rosa KFTY 50
Victorville KHIZ 64
Fayetteville WFAY FOX Greensboro WGHP 8 FOX
New Bren WCTI NBC
Colorado Springs KKTV 11 CBS
Raleigh WNCN NBC
Colorado Springs KOAA 5 NBC
Colorado Springs KXRM 21 FOX
Wilmington WECT 6 NBC
Denver KCNC 4 CBS
Denver KDVR 31 FOX
Winston-Salem WXLV ABC
Denver KMGH 7 Denver KUSA 9
North Dakota Fargo KXJB 4 CBS
Connecticut Hartford WFSB 3
New Britian WVIT 30 NBC
New Haven WTNH 8
Cincinnati WKRC 12 CBS Cincinnati WLWT 5 NBC
Cleveland WBNX Cleveland WEWS
District of Columbia
Washington WJLA 7 ABC
Washington WUSA 9 CBS
Columbus WCMH NBC Columbus WTTE
Ft. Lauderdale WDZL 39
Dayton WDTN ABC
Fort Myers WBBH 20 NBC
Dayton WKEF NBC
Fort Myers WEVU 7
Ft Myers WGCU 30
Steubenville WTOV NBC
Gainesville WCJB 20 ABC
Gainesville WUFT 5
Toledo WTVG ABC
Jacksonville WJXT 4
Toledo WNWO NBC
Jacksonville WJXX 25 ABC
Toledo WUPW FOX
Miami WBFS 33 UPN
Youngstown WFMJ 21 NBC
Miami WDZL 39
Youngstown WKBN CBS
Miami WFOR 4 CBS Miami WLRN 17 PBS
Miami WPLG 10 ABC
Oklahoma City KFOR NBC
Miami WPXM 35
Oklahoma City KOCB 34
Miami WSVN 7 FOX
Oklahoma City KOCO 5
Miami WTVJ 6 NBC
Oklahoma City KOKH FOX
Miami WPBS 2 PBS
Tulsa KOKI 23 FOX
Miami 23 UNI
Tulsa KTFO 41 UPN
Naples WZVN 26
Oklahoma City KWTV 9 CBS
Ocala WOGX 51 Fox Orlando WESH 2
Orlando WCPX 6 CBS
Eugene KEZI 9
Orlando WFTV 9 ABC
Eugene KMTR 16 NBC
Orlando WOFL 35 FOX
Eugene KVAL CBS
Orlando WRBW 6 UPN
Orlando WTGL 52
Medford KOBI 5 NBC
Pensacola WBQP 12
Pensacola WEAR 3 ABC
Portland KGW NBC
Pensacola WFGX 35
Portland KOIN CBS
Portland KPDX FOX
Tallahassee WTXL 27 ABC Tallahassee WTLH 49 FOX
Tampa WFTS 28
Tampa WFLA 8 NBC
Allentown WLVT 39 PBS
Tampa WTVT 13
Altoona WTAJ CBS
Tampa WTSP 10 CBS
Erie WSEE CBS
Vero Beach WWCI
W Palm Beach WFGC 61
Lancaster WGAL NBC
W Palm Beach WPTV 5
Philadelphia WCAU NBC
W Palm Beach WPEC 12
Philadelphia WHYY 12
W Palm Beach WXEL 42
Philadelphia WKYW CBS
W Palm Beach WFLX 29
W Palm Beach WPBF 25
Philadelphia WPVI Pittsburgh WTAE ABC
Augusta WAGT NBC
Augusta WRDW CBS
Augusta WJBF 6 ABC
Providence WJAR 10 NBC
Atlanta WAGA 5 FOX
Atlanta WGNX Atlanta WSB
Atlanta WXIA NBC
Charleston WCIV 4 ABC
Charleston WCSC 5 CBS
Macon WGXA 24 FOX
Charleston WTAT 24 FOX
Macon WPGA 58 ABC
Columbia WOLO 25 ABC
Florence WBTW CBS
Savannah WTOC South Dakota Hawaii
Sioux Falls KSFY ABC
Honolulu KHON FOX Honolulu KIKU
Honolulu KITV ABC
Johnson City WEMT 39
Boise KTRV 12 FOX
Kingsport WKPT ABC
Boise KTVB NBC
Knoxsville WATE 6
Idaho Falls KIDK CBS
Idaho Falls KIFI 8
Memphis WMC 5 Nashville WSMV NBC
Nashville WZTV 17 FOX
Chicago WFLD FOX
Nashville WTVF CBS
Chicago WGN Chicago WLS 7 ABC
Chicago WMAQ NBC
Abliene KTXS 12 ABC
Peoria WEEK 25 - NBC
Abilene KTAB CBS
Amarillo KFDA 10 CBS
Rockford WQRF 39 FOX
Rockford WREF 13
Springfield WICS 20 NBC
Austin KEYE CBS Austin KGBS 65
Austin KNVA IND
Evansville WEVV CBS
Austin KTBC 7 FOX
Evansville WFIE 14 NBC
Austin KXAN NBC
Fort Wayne WFFT 55
Fort Wayne WPTA
College Station KBXT
Indianapolis WISH CBS
Corpus Christi KRIS NBC
Dallas KPXD PAX
Indianapolis WXIN 59 FOX
South Bend WNDU 16 NBC
Dallas KTVT CBS
South Bend WSBT 22
Dallas KTXA UPN Dallas KXAS NBC
El Paso KINT26 UNI
Cedar Rapids KCRG 9
El Paso KTSM 9 NBC
Des Moines KCCI 8 CBS
El Paso KVIA 7 ABC
Sioux City KTIV NBC
Houston KHOU CBS
A-31 Houston KHTV 39 WB
Topeka WIBW 13 CBS
Houston KTMD 48
Wichita KAKE 10 ABC
Houston KTRK ABC
Wichita KCTU 55
Houston KTXH UPN
Wichita KSNW 3 NBC
Lubbock KAMC 28 Lubbock KLBK 13 CBS
Odessa KPEJ 24 FOX
Bowling Green WBKO ABC
Port Arthur KJAC 4 NBC
Lexington WLEX 18 NBC
San Antonio KABB 20 FOX
Lexington WTVQ 36
San Antonio KENS
Louisville WDRB 41 FOX
San Antonio KMOL
San Antonio KRRT UPN
Louisville WLKY 32
San Antonio KVDA Sherman KXII CBS
Tyler KETK 56
Alexandia WNTZ 48 FOX
Waco KWKT 44 FOX
Lake Charles KPLC
Waco KXXV ABC
Baton Rouge WBRZ Baton Rouge WGMB 44
Salt Lake City KJZZ UPN
Salt Lake City KSL 5
Salt Lake City KSTU FOX
Monroe KARD 14 FOX
Salt Lake City KTVX 4 ABC
New Orleans WDSU 6 NBC New Orleans WNOL 38
Appendix New Orleans WWL 4
A-32 Burlington WCAX
Shreveport KSLA CBS Shreveport KTBS ABC
Virginia Bristol WCYB NBC
Hampton Roads WAVY NBC
Harrisonburg WHSV 3 ABC
Bangor WABI CBS
Norfolk WVEC ABC
Portland WGME 13 CBS
Richmond WWBT 12 NBC
Portland WPXT 51 FOX
Presque Isle WAGM
Richmond WRLH 35 FOX Roanoke WDBJ
Maryland Baltimore WBAL NBC
Baltimore WBFF FOX
Kennewick KVEW ABC
Baltimore WJZ 13 CBS
Seattle KCPQ 13 FOX
Salisbury WBOC CBS
Seattle KING 5 NBC
Bluefield WVVA NBC
Boston WCVB ABC
Charleston WCHS ABC
Charleston WOWK 13
Huntington WSAZ NBC
Oak Hill WOAY ABC
Springfield WWLP NBC
Wheeling WTRF 7 CBS
Cadillac 9 WWTV CBS
Eau Claire WEAU 13 NBC
Cadillac WWUP 10 CBS
Green Bay WFRV
Detroit WDIV 4 NBC
Green Bay WLUK 11 FOX
La Crosse WKBT
Detroit WJBK 2 FOX
Madison WISC 3 CBS
Grand Rapids WOOD 8
Grand Rapids WXMI 17
Madison WMTV NBC
Kalamazoo WWMT 3 CBS
Milwaukee WDJT CBS
Transverse City WGTU
Wassau WAOW ABC
Cheyenne KGWN 5 CBS
Duluth KDLH Minneapolis KARE 11 Minneapolis WCCO CBS Minneapolis KMSP 9 UPN Rochester KTTC St. Paul KSTP 5 ABC
Mississippi Biloxi WLOX Jackson WAPT ABC
Appendix Jackson WDBD FOX Jackson WLBT NBC Natchez WNTZ 48 FOX
Missouri Cape Girardeau KBSI 23 Joplin KODE12 ABC Kansas City KCTV 5 Kansas City KMBC ABC Kansas City KSHB NBC Springfield KDEB 27 Springfield KOLR 10 CBS Springfield KSPR 33 ABC St. Louis KPLR WB
Montana Billings KTVQ CBS Billings KULR 8 NBC Missoula KECI 13 NBC Missoula KPAX 8 CBS
Sponsorship Contact Information
Corporate Sponsors: Description and Contact
Description of Company: American International Group, Inc. (AIG) is a leading international insurance organization with operations in more than 130 countries and jurisdictions. AIG companies serve commercial, institutional and individual customers through one of the most extensive worldwide propertycasualty networks of any insurer. In addition, AIG companies are leading providers of life insurance and retirement services in the United States. AIG common stock is listed on the New York Stock Exchange, as well as the stock exchanges in Ireland and Tokyo. Contact Information: Address: Charitable Donations 70 Pine Street 36th Floor New York, NY 10270 General Telephone: 212-770-7000
Contact: Edward Cloonan, Vice President, Corporate Affairs Phone: 212-770-7000 E-mail: firstname.lastname@example.org Contact: Jamie Godfrey, Associate Director Corporate Giving Email: email@example.com
Description of the Company: CSX’s principal operating company, CSX Transportation Inc., provides an important link to the transportation supply chain through its approximately 21,000 route-mile rail network, which serves major population centers in 23 states east of the Mississippi River, the District of Columbia and the Canadian provinces of Ontario and Quebec. Contact: Requests must be submitted via our on-line contribution request application. All requests are reviewed and processed on a quarterly basis by the Corporate Contributions Committee. Use this link: http://www.csx.com/index.cfm/responsibility/commitment-to-our-communities/ E-mail: firstname.lastname@example.org
Description of the Company: United Services Automobile Association (USAA) is a Fortune 500 financial services company offering banking, investing, and insurance to people and families that serve, or served, in the United States military. In 2009, there were 7.4 million members. USAA was founded in 1922 by a group of U.S. Army officers to self-insure each other when they were unable to secure auto insurance due to the perception that they were a high-risk group. USAA has since expanded to serve all members of the Armed Forces and all who served honorably in the US Armed Forces, as well as their families with property & casualty insurance, banking, life insurance, investment and financial planning products and services. Contact Information: 9800 Fredericksburg Road San Antonio, TX 78288
Description of the Company: Overstock.com is an online retailer offering a wide variety of high-quality, brand-name merchandise at discount prices, including bedding, home decor, appliances, watches, jewelry, electronics, sporting goods, clothing and shoes. We give customers an opportunity to shop for bargains conveniently, while offering manufacturers, distributors and other retailers an alternative sales channel. Contact: Investor Relations Contact: Kevin Moon Phone: (801) 947-3282 Fax: (801) 947-3149 email@example.com
Mailing Address Overstock.com 6350 South 3000 East Salt Lake City, UT 84121 Phone: (801) 947-3100
Board of Directors firstname.lastname@example.org
Description of the Company: Macy's is a U.S. chain of mid-to-high range department stores headquartered in Cincinnati, Ohio and New York, New York. In addition to its New York flagship store, the company has designated additional regional flagships in several other major urban centers and as of January 30, 2010 operates a total of 800 stores in the United States. Contact: Amy Kule Group Vice President, National Events & Partnership Marketing Macy's Parade & Entertainment Group 646-429-5263 To apply for corporate contributions apply here: http://www.macysinc.com/Community/corporate_contributions_and_event_sponsorships_instruc tions.aspx
Description of the Company: Raytheon Company is a major American military contractor and industrial corporation with core manufacturing concentrations in weapons and military and commercial electronics. It was previously involved in corporate and special-mission aircraft until early 2007. Raytheon is the world's largest producer of guided missiles. Contact: Raytheon Company Investor Relations 870 Winter Street Waltham, MA 02451-1449 email@example.com
Todd Ernst Vice President, Investor Relations 1-781-522-5141
Jim Singer Director, Investor Relations 1-781-522-5136
Description of the Company: U-Haul International, Inc. is a North American equipment rental company, based in Phoenix, Arizona, that has been in operation since 1945. The company was founded by Leonard Shoen in Ridgefield, Washington, who began it in the garage owned by his wife's family, and expanded through franchising with gas stations. Contact: Attention: Sponsorship 2727 North Central Avenue Phoenix, AZ 85004 Fax: 602-263-6772 Email: firstname.lastname@example.org
Description of the Company: Winn-Dixie Stores, Inc. is an American supermarket chain based in Jacksonville, Florida. Winn-Dixie has ranked number 24 in the 2010 "Top 75 North American Food Retailers" based on 2009 fiscal year estimated sales of $7.3 billion by Supermarket News.and was ranked the 43rd largest retailer in the United States based on 2006 revenues by Stores magazine. WinnDixie currently operates 485 stores in Florida, Alabama, Louisiana, Georgia, and Mississippi. The company has existed under its present name since 1955 and can date its roots back to 1925. Contact: Sponsorship Request Form: http://www.winndixie.com/Community/Donation_Request.asp
Description of the Company: JetBlue Airways Corporation is an American low-cost airline. Its main base is John F. Kennedy International Airport, also in Queens. Submit a proposal: http://www.jetblue.com/about/promotions/about_promoGetSpons.html
Description of the Company: The Call of Duty Endowment is a non-profit public benefit corporation which helps soldiers transition to civilian careers after their military service. The Call of Duty Endowment focuses its resources on assisting organizations that provide job placement and training to veterans, as well as engaging the media and public forums to raise awareness about the issue. Mailing Address: Call of Duty Endowment P.O. Box 9830 Arlington, VA 22219-1830
Description of the Company: CamelBak Products, LLC is an outdoors equipment company known primarily for its hydration products, such as hydration packs and water bottles. CamelBak is also a supplier of hydration packs, protective gear, and other products to the U.S. military and law enforcement agencies around the world. Contact: CamelBak Products, LLC. 2000 S. McDowell, Suite 200 Petaluma, CA 94954 Event Sponsorships: email@example.com
Description of the Company: Regions Financial Corporation is a publicly held company based in Birmingham, Alabama, USA, with the corporate headquarters at the Regions Center. A member of the S&P 100 Index, the company provides retail and commercial banking, trust, securities brokerage, mortgage and insurance products and services. Contact: Guidelines: http://www.regions.com/about_regions/sr_charitable_giving.rf
Description of the Company: MorganFranklin is a business and technology solutions company. We help clients identify and convert high-stakes financial, management, and IT challenges into value and progress. We are operations-focused and provide the expertise, resources, and project management skills required to turn strategy into results. Contact:â€Š Corporate Headquarters 1753 Pinnacle Drive Suite 1200 McLean, VA 22102 office: 703.564.7525 fax: 703.564.7526 http://www.morganfranklin.com/
Description of the Company: Bravo Company USA, Inc. is your source for parts, & tactical accessories for your AR-15, M16, M4 Carbine. AR15 Upper Receivers, M4 Barrels, Bolt Carriers http://www.bravocompanyusa.com/ Contact: Bravo Company USA, Inc., PO Box 341 Hartland, WI 53029-0341
Description of the Company: CB Richard Ellis Group, Inc. is a multinational real estate corporation based in Los Angeles in the United States. The company is widely considered to be the world's largest real estate services firm and currently manages 2.4 billion square feet of building space. In 2008, CBRE ranked 11th on the Business Week list of top 50 companies, 33rd on Fortune Magazine's 100 fastest growing companies, 29th on the IAOP Global Outsourcing Leaders list of 100, and 404th on the Fortune 500. Contact: Investor Relations Nick Kormeluk Senior Vice President, Investor Relations Los Angeles, CA Phone: 949-809-4308 E-mail: firstname.lastname@example.org
Description of the Company: Armag is the industry leader in manufacturing Arms, Ammunition & Explosive storage buildings for Military, Commercial clients & Law Enforcement. Contact:â€Š 300 Armag Avenue Bardstown, KY 40004 Tel: 502.348.3987 Fax: 502.348.4801 www.ArmagCorp.com
Description of the Company: Empower Processing is a full service provider of credit/debit card payment processing and related merchant services. As a registered ISO/MSP of HSBC Bank USA, we provide competitive rates, exceptional customer service, and superior responsiveness. Contact: Empower Processing 14340 Torrey Chase Blvd. Suite 170 Houston, Texas 77014
Telephone: 877-343-2450 Customer Service: 877-343-2449 Fax: 832-286-0403 Email: email@example.com
Description of the Company: INCAPX is designed help entrepreneurs and companies, of any size, advance their own growth and development in order to remain competitive in a global financial age by encouraging investments both inside and outside a country's boundaries. Financial globalization has not only resulted in the export of labor from rich to developing countries, but the export of technical competency and intellectual property between business communities. This has resulted in shifting the centers of financial innovation away from the Western and European markets with a focus more towards other financial opportunities throughout the many international financial communities. Contact: PO Box 330 120 Vineyard Road Cotuit, MA 02635 TEL: 508-958-5101 FAX: 508-420-1570 http://www.incapx.com/contact.cfm
Description of the Company: Intelligent Waves LLC is a registered Veteran Owned Small business that specializes in providing information technology (IT) and communications support to a wide variety of U.S. government customers. The company was founded in 2006 and has a proven track record as a provider of cleared, trained, high-quality IT. Contact: Intelligent Waves LLC 1900 Campus Commons Drive Suite 100 Reston,VA 20191
Tel: (703) 766-7999 Fax: (703) 766-6501
Description of the Company: AFL is an industry leader in providing fiber optic products, engineering expertise and integrated services to the telecommunications industry. Contact: For questions regarding grants, sponsorships, employee engagement, disaster relief, etc., please send an email to community@AFLtele.com.
Description of the Company: American Airlines, Inc. (AA) is the world's fourth-largest airline in passenger miles transported, passenger fleet size, and operating revenues. American Airlines is a subsidiary of the AMR Corporation and is headquartered in Fort Worth, Texas adjacent to its largest hub at Dallas/Fort Worth International Airport. American operates an extensive international and domestic network, with scheduled flights throughout North America, Latin and South America, Europe, Asia/Pacific and the Caribbean. Contact: http://www.aa-promo.com/communityGuidelines.do
Description of the Company: AT&T Inc. is the largest provider of fixed telephony in the United States, and also provides broadband and subscription television services. As of January 2011, AT&T is the largest provider of mobile telephony service in the United States, with over 95.5 million wireless customers, just ahead of Verizon Wireless' 94.1 million, and more than 210 million total customers. Contact: http://www.att.com/gen/corporate-citizenship?pid=6434
Description of the Company: BAE Systems plc is a British defense, security and aerospace company headquartered in Farnborough, Hampshire, United Kingdom, that has global interests, particularly in North America through its subsidiary BAE Systems Inc. BAE is the world's largest military contractor by sales revenue as of 2008. It was formed on 30 November 1999 by the 7.7 billion merger of two British companies, Marconi Electronic Systems (MES), the defence electronics and naval shipbuilding subsidiary of the General Electric Company plc (GEC), and aircraft, munitions and naval systems manufacturer British Aerospace (BAe). Contact: Public Affairs & Comunications Office BAE SYSTEMS North America 1601 Research Boulevard Rockville, Maryland 20850
Description of the Company: The Boeing Company is the world's leading aerospace company and the largest manufacturer of commercial jetliners and military aircraft combined. Additionally, Boeing designs and manufactures rotor-craft, electronic and defense systems, missiles, satellites, launch vehicles and advanced information and communication systems. Headquartered in Chicago, Boeing employs more than 158,000 people across the United States and in 70 countries. Contact: http://www.boeing.com/companyoffices/aboutus/sponsorship/index.html
Description of the Company: The Coca-Cola Company is a beverage retailer, manufacturer and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product CocaCola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves 1.6 billion servings each day. Contact: Industry and Consumer Affairs The Coca-Cola Company DUN 500 P.O. Box 1734 Atlanta, GA 30301 Additional information: http://www.thecocacolacompany.com/citizenship/application_guidelines.html
Description of the Company: Clear Channel Communications is the #1 radio station owner in the United States with more than 850 stations that reach 90 million listeners. In addition, they are one of the world's largest outdoor advertising companies. Since 2002, Clear Channel has helped generate awareness of the USO by sharing our message throughout their vast communications properties. Last year, Clear Channel provided in-kind media to the USO valued at more than $2.2 million. Clear channel also provides much-appreciated support for the USO Gala. Contact: Clear Channel 200 East Basse Road San Antonio, TX 78209 Phone 1-210-822-2828 (“Current corporate sponsors”) (“Worldwide Strategic Partners”)
Sources About us, Susan G. Komen for the Cure. (n.d.). Retrieved from http://ww5.komen.org/AboutUs/AboutUs.html About us, Tickets for Troops. (n.d.). Retrieved from http://www.ticketsfortroops.org.uk/aboutus.aspx About us, USO. (n.d.). Retrieved from http://www.uso.org/about-us.aspx About us, Veteran Tickets Foundation. (n.d.). Retrieved from http://www.vettix.org/aboutus.php Chafkin, Max. (2010, March 1). How to get customers on facebook and twitter. Inc. Magazine, Retrieved from http://www.inc.com/magazine/20100301/how-to-get-customers-on-facebookand-twitter.html â€Š
Current corporate sponsors. (n.d.). Retrieved from http://www.woundedwarriorproject.org/content/view/516/991/ Design studio. (n.d.). Retrieved from http://www.bluecotton.com/studio.html?target=175&garColor=1 Facebook guide book. (2011). Retrieved from http://mashable.com/guidebook/facebook/ Football Champions. (2011, February 22). NCAA Football Champions: Retrieved from http://www.bankrollsports.com/NCAA-football/champions.shtml Most Valuable Football Teams. (2011, February 22). NCAA Football: Retrieved from http://businesspundit.com/the-12-most-valuable-teams-in-ncaa-football/ NCAA College Football Teams. (2011, February 22). College Football Teams: Retrieved from http://espn.go.com/college-fooball/teams O'Neill, Nick. (2010, February 2). Facebook groups vs pages: the definitive guise. All Facebook, Retrieved from http://www.allfacebook.com/facebook-groups-pages-2010-02â€Š The first wish. (n.d.). Retrieved from http://www.wish.org/about/the_first_wish/inspiring_a_nation Twitter guide book. (2011). Retrieved from http://mashable.com/guidebook/twitter/ Twitter help center: what are hashtags symbols?. (2011). Retrieved from http://support.twitter.com/entries/49309-what-are-hashtags-symbols 20 awesome facebook fan pages. (2011, March). Inc. Magazine, Retrieved from http://www.inc.com/20-awesome-facebook-fan-pages-2011/index.html
Worldwide strategic partners. (n.d.). Retrieved from http://www.uso.org/Act-Now/Become-APartner/Corporate-Partners/Worldwide-Strategic-Partners.aspx
Websites:â€Š http://www.vettix.org http://www.ticketsfortroops.org.uk/ http://www.uso.org/ www.wish.org http://ww5.komen.org/default.aspx www.gamedayforheroes.org http://www.rotary.org/en/aboutus/sitetools/clublocator/pages/ridefault.aspx http://sites.kiwanis.org/Kiwanis/en/MembershipInterest/FindAClub.aspx http://civitaninternational.org/clubs/Sheet1_intldir_3_list.asp http://www.prsa.org/Network/Chapters/Find/ http://www.facebook.com/wwpinc.fans http://www.facebook.com/USarmy http://www.facebook.com/USNavy http://www.facebook.com/marinecorps http://www.facebook.com/UScoastguard http://www.facebook.com/USairforce http://twitter.com/makeawish http://twitter.com/wwpinc http://twitter.com/americancancer http://twitter.com/createthegood http://twitter.com/sharestrength
http://twitter.com/thelampnyc http://wefollow.com/twitter/sports www.twellow.com www.ping.fm www.hasdictionary.com
Published on Apr 20, 2011
This campaign was made for the non-profit organization, Gameday for Heroes. It was completed for the capstone course Public Relations Campai...