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I Am My Brother’s Keeper Public Relations Campaign Spring 2011

Amy Barton. Ashley Bowling. Maggie Daley. Lauren Schuster.


College of Liberal Arts 217 Tichenor Hall Auburn University Auburn, AL 36849

Dear Ms. Smith, We greatly appreciate the opportunity to work with you and I Am My Brother’s Keeper on this campaign. We would like to thank you for your patience and willingness to work with four different schedules. We hope that our campaign helps IAMBK establish itself in the community and achieve its goal of recruiting more volunteers, donors and participants. We are confident that our recommendations and tactics will help your organization grow and we hope that you will keep us informed of those improvements as they occur. Again, we thank you for your patience and for this opportunity to sharpen our public relation skills. We have definitely learned a lot while working on this campaign and it was such a great experience. We wish you the best of luck in the future! Thank you!

Amy Barton (205) 427-1585 aeb0001@auburn.edu

Ashley Bowling (703) 498-3048 aeb0003@auburn.edu

Maggie Daley (256) 777-9959 mkd0002@auburn.edu

Lauren Schuster (256) 656-1688 las0001@auburn.edu

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Table of Contents Executive Summary Introduction Research Client Analysis Situational Analysis Publics Analysis Planning Implementation Print Press Releases Email Press Releases Brochure Postcard Logo Redesign Letter to Car Dealers Facebook Twitter IMPACT Project Website Recommendations Contact Lists Evaluation Appendix Appendix A Appendix B Appendix C Appendix D

4 6 8 8 13 17 20 23 23 31 35 36 37 38 39 43 47 48 49 58 60 60 61 62 63

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Executive Summary Public Relations Campaigns is a capstone course in which students illustrate their knowledge and understanding of major coursework to create a public relations campaign. Students form groups and are assigned a client to work with for the entire semester to develop a campaign. According to the syllabus, the goal of the course is to have students apply the public relations processes to a problem or opportunity of a real client and develop a complete communication plan to address that problem or opportunity. I Am My Brother’s Keeper (IAMBK) was assigned to group members Amy Barton, Ashley Bowling, Maggie Daley and Lauren Schuster by their professor, Dr. Lauren Smith. IAMBK is a nonprofit organization that helps underprivileged families in Lee and Macon counties thrive in their homes, schools and communities. IAMBK is still developing in the community and hopes to gain more donor support in order to increase and strengthen their programs and services. IAMBK wants more people to know about the organization so they can utilize its programs and services. As the organization continues to grow, IAMBK needs more volunteers to keep the organization running. After analyzing the organization’s current situation and future needs, the group decided an awareness campaign would be the best strategy for IAMBK. IAMBK is not well known in the community, so an awareness campaign provides an opportunity to create a strong, positive reputation. The campaign will increase awareness for all of IAMBK’s target publics, including donors, volunteers and participants. After conducting research and analyzing the organization’s strengths and weaknesses, the group developed an awareness campaign composed of print materials, social media tactics and 4


community outreach. The group redesigned the logo and brochure to give the organization a new perspective within the community. The group also recommended changes to IAMBK’s current website in order to improve the design and enhance the viewer’s perception of the organization.

The group hopes this awareness campaign will help IAMBK grow closer to their goal of an annual budget of $200,000. The group wants to gain enough donor support to strengthen the organization’s programs and services. The group believes an increased awareness will bring in more volunteers and participants to utilize what the organization has to offer.

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Introduction Mission The mission of IAMBK is to provide family and youth services in Lee and Macon counties that enable disadvantaged and minority members to become self-supportive and thrive in their homes, schools and communities. IAMBK targets low-income, single parent, and special needs families with low levels of education. The organization is designed to help participants develop morals, character and skills for the workforce. As well as increase their education levels, promote their physical health and discover and nurture their talents.

About IAMBK IAMBK was established in 2006 as a 501(c)(3) organization, which means that any and all donations made are tax-deductible.

IAMBK’s programs and services include performing arts, literacy, clothing, resource and referral, on-site feeding, physical fitness, counseling and work force development. Comprehensive services are offered, in collaboration with other agencies, as a response to challenging encounters that disadvantaged families face each day.

Currently, IAMBK has a staff of more than 40 volunteers. Some of those volunteers have a history of working with at-risk youth and families. Volunteers have worked with children who have been suspended from or dropped out of school, arrested, come from single parent and drug infested environments or left at home alone.

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Programs IAMBK’s services are divided into five main programs: Leap for the Stars Academic Tutoring, Restoration Social Services, Work to EXCEL Career Development, BOUNCE Physical Fitness and The Elect Performing Arts.

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Research Client Analysis Campaign Opportunities IAMBK is in need of transportation, facilities, volunteers and awareness within the community. Our efforts are going to focus on fundraising and creating a well known, positive reputation. The group will propose ideas through print materials, logo redesign, social media and website recommendations.

Organizational History IAMBK was established in 2006 by a professor at Tuskegee University who identified several needs in the Tuskegee and Loachapoka areas. It was observed that these areas have a large percentage of low-income, single parent and special needs families who are struggling. The mission is to provide family and youth services that enable disadvantaged and minority members to become self-supportive and thrive in their homes, schools, and communities. The organization is designed to help participants develop morals, character and skills for the workforce. As well as increase their education levels, promote their physical health, and discover and nurture their talents. The time spent in the organization’s five-year existence has been devoted to developing the perfect mission, building capacity and recruiting board members. Therefore, no major milestones have been met yet.

Organizational Goals As stated above, IAMBK’s overall objective is for disadvantaged and minority members in Lee and Macon counties to have the knowledge and means to support themselves and prosper in all

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aspects of life. IAMBK offers five programs, each focusing on one fundamental aspect of living this prosperous lifestyle:

Leap for the Stars Academic Tutoring Program is a literacy program designed to improve academic skills among disadvantaged youth and families and help them to succeed in school. The services include one-on-one assistance with academic subjects using hands-on-applications, typing and computer skills, mentoring, book distributions and read-a-louds.

Restoration Social Services Program is designed to help meet basic needs of low-income youth and families through direct service delivery and connections with other service organizations. Services include the provision of food, clothing, assistance with service applications and income taxes, therapy, counseling and classes on money management, parenting, communication and relationship building.

Work to EXCEL Career Development Program is designed to help youth and adults discover their job interests, talents, and skills, gain experience working in various job settings through partnerships with local employers. Participants learn to successfully complete job applications manually and on-line, write cover letters and resumes, learn professional job etiquette and acquire skills that could lead to entrepreneurship.

BOUNCE Physical Fitness Program is designed to provide low-income youth and families with opportunities to engage in physical activities that promote good health. Services include team sports, cheerleading, tennis, track, fitness classes for youth and adults, distribution of health information and health screenings.

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The Elect Performing Arts Program is designed to provide youth with opportunities to engage in creative self-expression. This program includes classes and performances in dance, film, theatre and music.

Organization’s Perception IAMBK is a new organization that has only been active for one year. They are not well known in the community. The reputation they do have is positive, but only with the families who participate in their programs. Those who participate in the organization are appreciative and feel the organization is an incredible opportunity that can make a difference in their children’s and families’ lives.

From the survey the group conducted in the Opelika area, approximately 10 percent of the community was aware of the organization. Of the 10 percent, none had knowledge of the organization or its programs and service. A detailed description of this survey can be found in the Appendix.

Public Relations Efforts Previous- There were no previous public relations efforts implemented by the organization, as it has only been active for one year. Current- The current public relations efforts include the printing and distribution of brochures, visits to low-income housing in Lee and Macon counties to raise awareness about the service, outreach to potential donors for grants and food and a benefit event in February.

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Practitioner’s Perception of Needs The group believes IAMBK is in need of an increased awareness within the community in hopes to create a positive reputation and gain more volunteers. The group hopes the increased awareness aids in the garnering of funds for the organization. Because of this, the group will create materials IAMBK can use for many different purposes to increase the organization’s funds. The group feels that they should particularly focus on funding adequate transportation for their participants.

Organization’s Perception of Needs The organization needs a facility to house all of the services and activities that IAMBK provides. The organization needs fundraising for many reasons, such as transportation costs, construction of the new facility and programs and services for the families. The organization would eventually like to have a $200,000 annual budget; therefore, current and future fundraising efforts need to be more successful than in the past. The organization also has a need for more volunteers for dance and theatre classes, as well as tutors for the children. As more services are added to the program, the need for volunteers will increase.

Organizational Culture The organization has a staff of more than 40 volunteers with diverse ethnicities and backgrounds. Volunteers come from the surrounding communities Auburn University.

The organization’s participants are at-risk youth and families from Lee and Macon counties. The children range from preschool to 12th grade, and now adults are participating in the job readiness

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program. The participants come from low-income, single parent and special needs families with low levels of education. Some of the children have difficulties succeeding in an educational setting. The organization wants to create a motivating environment that participants enjoy.

The campaign needs to include public relations efforts to reach underprivileged families and potential volunteers. The families who participate in the organization do not have much access to technology; therefore, a more traditional public relations approach will be most effective in reaching them.

Organization’s Budget There is no budget for this campaign. The organization hopes to get as many donations and community support as possible to cover campaign expenses. The goal is to eventually have an annual budget of $200,000.

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Situational Analysis Organization’s major publics The group hopes to increase awareness of this organization to all members of the community, specifically our three main publics: potential donors, volunteers and participants. Without donors, the organization would struggle to provide funding for the five programs IAMBK offers. Without volunteers, there would be no one to perform the activities that are included in the programs. And obviously, without participants there would be no one that could benefit from the donations of both time and money.

Publics’ attitude toward the organization The few publics that are currently aware of the organization have responded positively and understand they are contributing to a great cause. The group believes that an increase in awareness will create a greater response and attitude towards IAMBK’s efforts.

Effectiveness of past communication strategies with publics The group feels that IAMBK’s past communication strategies were not effective. First, there have only been two ways in which this organization has attempted to communicate with the community: a website and a brochure. Both of these outlets need to be updated to appeal to all of the major publics. The most important addition that both the website and brochure need is information to educate the publics about the issue. This might include statistics, real life stories, etc. Second, the group believes that IAMBK needs to utilize several other communication outlets in order to reach its publics, with the most important one being social media.

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Publics’ awareness and knowledge of the organization The current donors and volunteers have a general awareness of poverty, single parent families, unemployment, low academic performance and high illiteracy rates. However, they’re not up close and personal with the issues. They do not realize how many children in the community are not challenged or motivated to be successful and therefore settle for delinquency. The organization has current participants, but there are several more they want to reach and help. Outside of the organization’s current publics, there is little to no awareness of the issue or the organization.

Publics’ involvement with the organization The organization currently has some volunteers, participants and donors, but it has not reached its full potential. Those that are involved in IAMBK have a positive response and continue to be active. There are still many publics that need to be informed of the organization.

Appropriate tactics to inform the publics Potential donors and volunteers need to be informed of local statistics emphasizing the need to help low-income families. It would be beneficial to hear testimonies of participants who have benefited from the services IAMBK provides and how the organization has made a positive impact in their life. The organization could reach these publics through communication vehicles such as social media, special events and print pieces.

Potential participants will need to be reached in a different way. Most of these families do not have access to technology and will have to be informed using traditional public relations

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methods, such as face-to-face. They need to know that IAMBK is accessible to them and what it can do for their families.

Situation opportunities IAMBK can take advantage of the local resources available in the community such as Auburn University. The organization has the opportunity to collaborate with programs and students to raise money, create awareness and gain volunteers. The board members of IAMBK have many political, religious, professional and academic connections as well. The situation presents an opportunity to create a campaign that will center on increasing awareness and funding. From creating brochures, fliers and newsletters to publishing articles and videos, IAMBK is open to all ideas and suggestions. The group will use our public relations knowledge and resources to prepare the most efficient ways to work toward their goals and needs.

Organizational strengths IAMBK is a relatively new organization that is mission driven. They have great communication within their organization through their regular board meetings. The members are innovative and have gathered a large number of volunteers. They have formed partnerships with other agencies and organizations. IAMBK also has a strong understanding of the target population and a good focus on the needs of the community.

Organizational weaknesses IAMBK is a new organization that is not well known. They have limited funding, transportation and space. They have many volunteers, but not full-time employees or committees that can

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continuously work on specific needs.

Organizational opportunities IAMBK has the opportunity to become a well known organization with a positive reputation. With increased awareness and funding, the organization will be better able to provide services to a wider audience. Our specific strategy is to discover the best ways to reach the organization’s publics and how to effectively communicate with them.

Organizational threats IAMBK has no direct threats. Insufficient funds would be a potential threat to the upkeep of the organization. Other nonprofit organizations that require donations and volunteers could be a threat in taking away possible donations and volunteers from IAMBK.

Public relations goals IAMBK has two main goals for this public relations campaign. The organization needs to increase awareness of its cause and services within the community. The organization also must raise funds for the continued activities of IAMBK. Fundraising opportunities must be multiplied in order to receive the maximum amount of donations from a larger pool of donors.

Public relations objective The overall objective of the campaign is to increase awareness in Lee and Macon county communities, including donors, volunteers and potential program participants, by 50 percent.

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Publics Analysis Publics IAMBK’s three main publics are potential donors, volunteers and participants who can benefit from IAMBK’s services. The cooperation and involvement of these three groups will help IAMBK accomplish its main objectives.

Organization’s image and reputation IAMBK does not have an established image or reputation. Due to the positive feedback from participants, it has the potential to acquire a positive reputation in the community. Once awareness and involvement increase there will be more opportunities to develop a positive image.

Publics’ attitude toward organization The few publics that are currently aware of the organization have responded positively and understand they are contributing to a great cause. The group believes that an increase in awareness will create a greater response and attitude towards IAMBK’s efforts.

Effectiveness of communication strategies with publics The effectiveness of the strategies they have chosen to communicate with the publics are traditional and limited. Many of them require the initial contact to be made by the publics rather than the organization.

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Publics’ awareness of the organization and the issue The volunteers, donors and participants know that IAMBK is need of fundraising and awareness based on the limited facility space, lack of transportation and the potential it has to expand.

Publics’ involvement with the organization and the issue Staff members help raise money for the organization by working concessions at the Auburn University football games. They also contribute by driving participants to and from their homes to activities.

How the publics receive information about the organization and the issue Publics currently receive information from the website www.iambkinc.org, brochures, word of mouth and by contacting through email and phone.

Effectiveness of previous public relations efforts toward the publics IAMBK has not made any public relations efforts due to the fact that it has only been active for one year.

Goals of our campaign The group has two main goals for this campaign. The first goal is to increase our publics’ awareness of IAMBK’s mission and the services they provide. The group also wants to raise a significant amount of money in order to maintain these services.

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Objectives of our campaign The group would like to see $1000 come in from donors, whether that be monetary donations or donations of goods and services. The group would also like to attract at least 15 new volunteers.

Appropriate tactics to inform publics Potential donors and volunteers need to be informed of local statistics emphasizing the need to help low-income families. It would be beneficial to hear testimonies from those who benefit from the organization, and specifically how their efforts are helping to make a difference. The organization could reach these publics through communication vehicles such as social media, special events and print pieces.

Potential participants will need to be reached in a different way. Most of these families do not have access to technology and will have to be informed using traditional public relations methods, such as face-to-face. They need to know that IAMBK is accessible to them and what it can do for their families.

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Planning Goals IAMBK’s overall goal is to garner enough donor support to have an annual budget of $200,000. They will use this money to build an all encompassing facility, provide salary pay for staff members and improve the impact and efficiency of the organization’s programs and services. Some additional goals include providing organizational transportation to participants and increase volunteers. With increased funds, IAMBK will have the opportunity to extend their services to a larger audience.

Objectives, Strategies and Tactics Objective 1: To increase the awareness of IAMBK to its target publics Strategy: Provide materials IAMBK can use to increase awareness among its target publics of donors, volunteers and participants Tactic: Create press releases IAMBK can use for its publics, including an informational press release, a donor press release and a volunteer press release. There will be a print and email version of each press release Tactic: Create a press release for IAMBK’s May event Tactic: Create a new brochure targeted toward donors and volunteers Tactic: Create a postcard targeted toward participants Tactic: Provide names and contact information of businesses, organizations, programs and media IAMBK could send or bring materials about the organization

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Objective 2: To redesign IAMBK’s logo Strategy: Create a new logo for the organization that publics will instantly recognize when seen and know it is IAMBK’s logo Tactic: Design and provide a new logo for IAMBK to be put on all the organization’s materials

Objective 3: To get a van donated for IAMBK’s transportation needs Strategy: Contact local car dealerships to ask if a vehicle could be donated Tactic: Write a letter that IAMBK can send to local car dealerships Tactic: Provide names and contact information of local car dealerships

Objective 4: To establish a social media presence for IAMBK Strategy: Create a Facebook and Twitter page for IAMBK Tactic: Setup Facebook and Twitter pages for IAMBK and provide all account information so it can be changed to the appropriate individual Tactic: Provide a detailed tutorial of how the pages work, the components that make up the pages and give ideas of what should be posted to them

Objective 5: To make IAMBK an Auburn University IMPACT project Strategy: Apply to become one of IMPACT’s project sites for the next school year Tactic: Provide information on how to apply to become a project site

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Objective 6: To improve IAMBK’s current website Strategy: Improve the aesthetics and readability of the website to enhance viewer’s perception of the organization Tactic: Provide suggestions to make to the website so it can be improved without having to create an entirely new website

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Informational Press Release

P.O. Box 769 Auburn, AL 36832 (334) 728-0309 www.iambkinc.org

FOR IMMEDIATE RELEASE

Contact Information: Dr. Trellis Smith Executive Director (334) 728-0309 iambk@ymail.com

Nonprofit organization reaches out to low-income families I Am My Brother’s Keeper helps underprivileged families in Lee and Macon counties thrive in their homes, schools and communities. AUBURN, Ala. – I Am My Brother’s Keeper (IAMBK) is a developing organization dedicated to providing services to disadvantaged and minority members in Lee and Macon county communities that will lead to a thriving lifestyle. IAMBK offers five programs each focusing on one fundamental aspect of a prosperous lifestyle: developing skills for the workforce, moral and character development, academic advancement, self expression in the arts and physical fitness. These programs are tailored to educate children of all ages and adults as well. “Most people in this area don’t understand how many children in their own community are not challenged or motivated to be successful,” said Trellis Smith, Executive Director of IAMBK. “As a result, these children settle for delinquency. It is our goal to end this cycle and help these children and adults reach their full potential.” IAMBK was established in 2006 by a professor at Tuskegee University who identified several needs in the Tuskegee and Loachapoka areas. It was observed that these areas have a -more23


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large percentage of low-income, single parent and special needs families who are struggling to become self-supportive and succeed in their homes, schools and communities. IAMBK is a 501(c)(3) nonprofit organization. If you would like to make a tax-deductible donation or volunteer, call (334) 728-0309 or visit www.iambkinc.org for more information. ###

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Donor Press Release

P.O. Box 769 Auburn, AL 36832 (334) 728-0309 www.iambkinc.org

FOR IMMEDIATE RELEASE

FOR MORE INFORMATION, CONTACT: Dr. Trellis Smith Executive Director (334) 728-0309 iambk@ymail.com

Support underprivileged families in the Auburn/Opelika community How you can help low-income families in Lee and Macon counties thrive in their homes, schools and community. AUBURN, Ala. - I Am My Brother’s Keeper (IAMBK) is a nonprofit organization benefiting underprivileged families in Lee and Macon counties. IAMBK is devoted to helping at-risk youths and disadvantaged families by providing support and knowledge to increase their chances of succeeding and maintaining a positive life style. As IAMBK continues to grow, so does the need for support of its programs and services. IAMBK is looking to expand to a larger facility that will house all services and is in need of a stable means of transportation. Any form of donation would be beneficial to ensuring the future success of IAMBK. IAMBK is a 501 (c)(3) nonprofit organization and all donations are tax-deductible and can be submitted through the mail. If you have any questions about the organization or your donation, please call (334) 728-0309 or visit www.iambkinc.org for more information. IAMBK was established in 2006 by a professor at Tuskegee University who identified several needs in the Tuskegee and Loachapoka areas. It was observed that these areas have a -more-

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large percentage of low-income, single parent and special needs families who are struggling to become self-supportive and succeed in their homes, schools and communities. ###

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Volunteer Press Release

P.O. Box 769 Auburn, AL 36832 (334) 728-0309 www.iambkinc.org

FOR IMMEDIATE RELEASE

FOR MORE INFORMATION, CONTACT: Dr. Trellis Smith Executive Director (334) 728-0309 iambk@ymail.com

Volunteer opportunity working with underprivileged families Support low-income families in your community thrive in their homes, schools and communities by volunteering with I Am My Brother’s Keeper AUBURN, Ala. - I Am My Brother’s Keeper (IAMBK) is a nonprofit organization benefiting underprivileged families in Lee and Macon counties. IAMBK is devoted to helping at-risk youths and disadvantaged families by providing support and knowledge to increase their chances of succeeding and maintaining a positive life style. There are an unlimited amount of volunteer opportunities to help with activities and events. IAMBK provides services that include performing arts, literacy, clothing, resource and referral, on-site feeding, physical fitness, counseling and work force development. The organization has a large staff of volunteers with histories of working with at-risk youth and families. IAMBK is always looking for volunteers of all ages and experiences to assist with their programs and services. For those who are interested in volunteering with the organization, please call (334) 728-0309 or visit www.iambkinc.org for more information. IAMBK was established in 2006 by a professor at Tuskegee University who identified several needs in the Tuskegee and Loachapoka areas. It was observed that these areas have a -more27


Page 2 of 2 large percentage of low-income, single parent and special needs families who are struggling to become self-supportive and succeed in their homes, schools and communities. ###

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May Event Press Release

P.O. Box 769 Auburn, AL 36832 (334) 728-0309 www.iambkinc.org

FOR IMMEDIATE RELEASE

FOR MORE INFORMATION, CONTACT: Dr. Trellis Smith Executive Director (334) 728-0309 iambk@ymail.com

We Invite You to I Am My Brother’s Keeper’s “End-of-the-Year Blast” AUBURN, Ala. – I Am My Brother’s Keeper (IAMBK) would like to invite everyone in the local community to its “End-of-the-Year Blast” on Friday, May 20, at 6:00 p.m. The event will be held at the Boykin Community Center located at 400 Boykin St. in Auburn and there will be awards, special giveaways and refreshments to all who attend. IAMBK students will perform dancing and acting routines and several special guests are scheduled to make an appearance as well. IAMBK is a nonprofit organization benefiting underprivileged families in Lee and Macon counties. IAMBK is devoted to helping at-risk youths and disadvantaged families by providing support and knowledge to increase their chances of succeeding and maintaining a positive life style. Executive Director Trellis Smith is excited about the growth of the organization. “We have had a great year and we really want to celebrate the achievements and progress of those involved in our program,” Smith said. “These programs mean so much to the participants and -more-

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Page 2 of 2 their families and we want to thank everyone who has made the success of this organization possible.� IAMBK was established in 2006 by a professor at Tuskegee University who identified several needs in the Tuskegee and Loachapoka areas. It was observed that these areas have a large percentage of low-income, single parent and special needs families who are struggling to become self-supportive and succeed in their homes, schools and communities. ###

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Informational Email Press Release

[Date] Nonprofit organization reaches out to low-income families AUBURN, Ala. – I Am My Brother’s Keeper (IAMBK) is a developing organization dedicated to providing services to disadvantaged and minority members in Lee and Macon county communities that will lead to a thriving lifestyle. IAMBK offers five programs each focusing on one fundamental aspect of a prosperous lifestyle: developing skills for the workforce, moral and character development, academic advancement, self expression in the arts and physical fitness. These programs are tailored to educate children of all ages and adults as well. “Most people in this area don’t understand how many children in their own community are not challenged or motivated to be successful,” said Trellis Smith, Executive Director of IAMBK. “As a result, these children settle for delinquency. It is our goal to end this cycle and help these children and adults reach their full potential.” IAMBK was established in 2006 by a professor at Tuskegee University who identified several needs in the Tuskegee and Loachapoka areas. It was observed that these areas have a large percentage of low-income, single parent and special needs families who are struggling to become self-supportive and succeed in their homes, schools and communities. IAMBK is a 501(c)(3) nonprofit organization. If you would like to make a tax-deductible donation or volunteer, call (334) 728-0309 or visit www.iambkinc.org for more information. Contact Dr. Trellis Smith Executive Director (334) 728-0309 iambk@ymail.com

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Donor Email Press Release

[Date] Support underprivileged families in the Auburn/Opelika community AUBURN, Ala. - I Am My Brother’s Keeper (IAMBK) is a nonprofit organization benefiting underprivileged families in Lee and Macon counties. IAMBK is devoted to helping at-risk youths and disadvantaged families by providing support and knowledge to increase their chances of succeeding and maintaining a positive life style. As IAMBK continues to grow, so does the need for support of its programs and services. IAMBK is looking to expand to a larger facility that will house all services and is in need of a stable means of transportation. Any form of donation would be beneficial to ensuring the future success of IAMBK. IAMBK is a 501 (c)(3) nonprofit organization and all donations are tax-deductible and can be submitted through the mail. If you have any questions about the organization or your donation, please call (334) 728-0309 or visit www.iambkinc.org for more information. IAMBK was established in 2006 by a professor at Tuskegee University who identified several needs in the Tuskegee and Loachapoka areas. It was observed that these areas have a large percentage of low-income, single parent and special needs families who are struggling to become self-supportive and succeed in their homes, schools and communities. Contact Dr. Trellis Smith Executive Director (334) #728-0309 iambk@ymail.com

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Volunteer Email Press Release

[Date] Volunteer opportunity working with underprivileged families AUBURN, Ala. - I Am My Brother’s Keeper (IAMBK) is a nonprofit organization benefiting underprivileged families in Lee and Macon counties. IAMBK is devoted to helping at-risk youths and disadvantaged families by providing support and knowledge to increase their chances of succeeding and maintaining a positive life style. There are an unlimited amount of volunteer opportunities to help with activities and events. IAMBK provides services that include performing arts, literacy, clothing, resource and referral, on-site feeding, physical fitness, counseling, and work force development. The organization has a large staff of volunteers with histories of working with at-risk youth and families. IAMBK is always looking for volunteers of all ages and experiences to assist with their programs and services. For those who are interested in volunteering with the organization, please call (334) 728-0309 or visit www.iambkinc.org for more information. IAMBK was established in 2006 by a professor at Tuskegee University who identified several needs in the Tuskegee and Loachapoka areas. It was observed that these areas have a large percentage of low-income, single parent and special needs families who are struggling to become self-supportive and succeed in their homes, schools and communities. Contact Dr. Trellis Smith Executive Director (334) 728-0309 iambk@ymail.com

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May Event Email Press Release

[Date] We Invite You to I Am My Brother’s Keeper’s “End-of-the-Year Blast” AUBURN, Ala. – I Am My Brother’s Keeper (IAMBK) would like to invite everyone in the local community to its “End-of-the-Year Blast” on Friday, May 20, at 6:00 p.m. The event will be held at the Boykin Community Center located at 400 Boykin St. in Auburn and there will be awards, special giveaways and refreshments to all who attend. IAMBK students will perform dancing and acting routines and several special guests are scheduled to make an appearance as well. IAMBK is a nonprofit organization benefiting underprivileged families in Lee and Macon counties. IAMBK is devoted to helping at-risk youths and disadvantaged families by providing support and knowledge to increase their chances of succeeding and maintaining a positive life style. Executive Director Trellis Smith is excited about the growth of the organization. “We have had a great year and we really want to celebrate the achievements and progress of those involved in our program,” Smith said. “These programs mean so much to the participants and their families and we want to thank everyone who has made the success of this organization possible.” IAMBK was established in 2006 by a professor at Tuskegee University who identified several needs in the Tuskegee and Loachapoka areas. It was observed that these areas have a large percentage of low-income, single parent and special needs families who are struggling to become self-supportive and succeed in their homes, schools and communities. Contact Dr. Trellis Smith Executive Director (334) 728-0309 iambk@ymail.com

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Brochure

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Postcard for participants

Front

Back

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Logo Redesign As part of our campaign, the group redesigned IAMBK’s logo. The group wanted to make the logo something simple that would be easily recognizable by the organization’s target publics. When people see the logo, the group wants them to instantly think of the organization. The group chose to focus on the organization’s abbreviation, IAMBK, in the logo instead of the full name because it is short and easy to remember. IAMBK can use this new logo on all their documents, promotional materials, print materials, website and social media sites.

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Letter to Car Dealers

P.O. Box 769 Auburn, AL 36832 (334) 728-0309 www.iambkinc.org

[Date] [Owner] [Business] [Address] Dear [Owner], I Am My Brother’s Keeper (IAMBK) is a nonprofit organization with a mission to provide services to low-income families in Lee and Macon counties to become self-supportive and thrive in their homes, schools and communities. IAMBK helps these families develop morals, build character, acquire skills for the workforce, increase their education, maintain their physical health and discover and nurture their talents. As IAMBK continues to grow, so does the need for support of its programs and services. Providing transportation is an essential element to the success of the organization. Volunteers use their personal vehicles to provide transportation with little to no reimbursement. We would like to ask you if there are any vehicles [business] no longer uses that could be donated to the organization. We understand this is a large request, but please keep in mind that these families have no means of transportation. The limited budget IAMBK has is used to support the services and programs they provide to the underprivileged participants. There is no additional funding that can be accommodated to purchase a vehicle. It is an essential need to help this organization grow and succeed. Established in 2006, IAMBK is a 501 (c)(3) nonprofit organization and all donations are tax-deductible. If you have any questions about your donation or the organization, please feel free to contact me at (334) 728-0309 or iambk@ymail.com. Thank you for your support for IAMBK and making a difference in the lives of those less fortunate than us.

Sincerely,

Dr. Trellis Smith Executive Director, I Am My Brother’s Keeper 38


This is a screenshot of your Facebook page: (Facebook page: http://www.facebook.com/pages/Auburn-AL/I-Am-MyBrothers-Keeper/190266651017096)

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What is Facebook and how to effectively use it for your organization: What is Facebook: Facebook is a social networking service and website. Users of the site may create a personal profile, add other users as friends, and exchange messages, including automatic notifications when they update their profile. Additionally, users may join common interest user groups, organized by workplace, school or college, or other characteristics.

How to login onto your Facebook: Go to www.facebook.com Enter e-mail address: Account is currently under the e-mail address maggiedaley@gmail.com See below how to change the e-mail address Enter password: Current password is iammybrotherskeeper See below how to change the password Click “Log in” button How to change account’s email address: Once you’re logged in, click the “Account” button in top right corner Click “Account Settings” from drop-down menu You will be in the “Account Setting” section, and the third option on the page will be email Type the email address you want to change it to, and click “Change Contact E-mail” at the bottom of the page How to change account’s password: Once you’re logged in, click the “Account” button in the top right corner Click “Account Settings” from drop-down menu You will be in the “Account Settings” section, and the fourth option on the page will be password Type in the current password, iammybrotherskeeper Type in the new password Type in the new password again to verify Click “Change Password”

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What to do on Facebook: Post updated news about IAMBK Next to “Share” on the News Feed, click “Status”; This is where an update would be posted Create events and send invitations to IAMBK’s friends To create an event, click on “Events” on the left side of the screen Select “Create an event” Enter in the necessary information and add a picture Click “Create event” The next screen asks if you would like to update those you “like” IAMBK on the event. Click “Send”. This invites all your friends to the event. Post pictures and videos of participants, volunteers and events Click “Photos” on the left side of the screen Click “Upload Photos” or “Upload Videos” Inform your followers of what IAMBK is in the “Information” box On the page, click “Info” on the left side and click “Edit Info” Interact with those IAMBK followers by asking questions on the page’s wall Next to “Share” on the News Feed, click “Question”. This is where you can ask your followers specific questions

How often to update Facebook: IAMBK should (at the minimum) post an update at least once a day. The more activity on the page, the more effective it will be. Every time a new event is scheduled for the organization, it needs to be posted on the Facebook page. The group also encourages you to post several pictures and videos- anything to spark interest in your followers.

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For the most part, Facebook is pretty self-explanatory. Below, however, are a few key terms that might need a little more explanation:

News Feed

News Feeds highlight what's happening in your social circles on Facebook. News Feeds are posted to pages for all to see.

Page

A page is a Facebook site intended for and created by artists, musical groups, celebrities, businesses, brands and similar entities (not individuals). You can add pages to your own personal profile to show your friends what you care about. Only the official representative of an artist or business can create and make changes to a page.

Wall

A featured section inside a Facebook page. It's a space on every page that allows friends and users themselves to post messages for all to see.

Admin

An admin is a person who's in charge of a group. When you create a group, you will automatically be listed as both an admin and the group's creator. Admins can invite people to join the group, appoint other admins, and edit group information and content. They can also remove members and other admins.

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This is a screenshot of your Twitter profile: (Twitter page: http://www.twitter.com/IAMBKinc)

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What is Twitter and how to effectively use it for your organization: What is Twitter: Twitter is a real-time information network that connects you to the latest information about what you find interesting. Find the accounts you find most compelling and follow their conversations. Twitter keeps your followers updated on your organization and allows them to engage in conversation in return. Twitter is a micro-blogging site, which means your can only post messages containing 140 characters or less. How to post on Twitter: One you’re logged in, you will see your home page (Detailed login information is provided below) You type your tweet in the “What’s happening?” box (Remember, your tweet can only be 140 characters long)

Click “Tweet” button Your tweet is now posted How often to post on Twitter: IAMBK should tweet at least once a day, three times at the most. In order for your Twitter to be effective and build followers, you must consistently tweet, but don’t bombard your followers with unimportant information What to post on Twitter: News and updates about IAMBK Upcoming events Requests for volunteers for programs or events Thank donors and volunteers for their help Pictures and videos of the participants, programs and events To post pictures to Twitter, you must do so through a third-party site called TwitPic. This is how you login to TwitPic and post pictures: Go to http://www.twitpic.com At the top right corner, click “Sign in with Twitter”

Sign in with your Twitter account information Click “Upload photo or video” Click “Browse” to find the image on your computer

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Once you post a picture to the site, it will automatically post to your Twitter account Create a Social Media position: Twitter is a great way to promote IAMBK, but it can be confusing and time consuming. The group recommends creating a social media position for a volunteer or intern. Find someone who can learn Twitter and commit to keeping it updated on a daily basis. How to login to your Twitter: Go to http://www.twitter.com Click “Sign in” button on top right hand corner Enter e-mail address or username: o Account is currently under the email address maggiedaley@gmail.com See below how to change the email address Username is IAMBKinc Enter password: o Current password is iammybrotherskeeper o See below how to change the password Click “Log in” button How to change account’s email address: Once you’re logged in, click the “IAMBKinc” button in top right corner Click “Settings” from drop-down menu You will be in the “Account” section, and the third option on the page will be email Type the email address you want to change it to, and click “Save” at the bottom of the page A confirmation email will be sent to the new email address. How to change account’s password: Once you’re logged in, click the “IAMBKinc” button in the top right corner Click “Settings” from drop-down menu You will be in the “Account” section; select the second “Password” icon on the top of the page Type in the current password, iammybrotherskeeper Type in the new password Type in the new password again to verify Click “Change”

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Twitter Lingo Twitter has a unique vocabulary. Below you will see commonly used Twitter terms and their meaning:

Tweet- a message posted on Twitter containing 140 characters or less. Tweets are what your followers see on their timeline. Timeline- a real-time list of Tweets from those you follow, which will appear on your home page. @- If you want to Tweet “at” someone, type the @ symbol and then their username into the Tweet. Follow- to subscribe to someone’s Tweets or updates on the site. You can follow someone by clicking the “Follow” button on their profile. Their Tweets will be displayed on your timeline. Follower- another Twitter user who is following you and subscribed to your Tweets. Your Tweets will be displayed on their timeline. Retweet- forwarding another user’s Tweet to all of your followers. To retweet, hover over a Tweet and click the retweet link below the message. Favorite- marks a Tweet as one of your favorites, which can be done by clicking the yellow star next to the message. People do this when they like a Tweet and want to save it for later. Hashtags (#)- the # symbol, called a hashtag, is used to mark keywords or topics in a Tweet. People use the hashtag symbol to categorize their Tweets to show more easily in Twitter search. These can be used anywhere in a Tweet and are often connected with Trending Topics. Trending Topics- a subject algorithmically determined to be one of the most popular on Twitter at the moment. Trending topics are displayed on the sidebar on the right of your homepage.

For a complete list of Twitter terms, visit http://support.twitter.com/entries/166337-the-twitterglossary.

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Make IAMBK an Auburn University IMPACT Project IMPACT is Auburn University’s central resource for volunteer opportunities and community service. IMPACT provides students the opportunity to volunteer throughout the week at different project sites. There is no weekly commitment required- students just come and volunteer when they can.

IMPACT currently has13 different community service agencies in the Auburn/Opelika community. Project sites have a designated day and time that IMPACT brings volunteers to the organization. IMPACT is looking for new project sites for the 2011-2012 school year. To find out how to make IAMBK an IMAPCT project, contact the IMPACT advisor Tim King. His contact information can be found below.

Tim King, IMPACT Advisor Auburn University Student Center Suite 32489 (334) 844-4978 timking@auburn.edu

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Website Recommendations Below are recommendation’s for IAMBK’s current website. These are suggestions to improve the aesthetics and readability of the website to enhance the viewer’s perception of the organization:

Change logo to redesigned logo Change colors Make the background, sidebar and content section all different colors. Use a solid color or design It is easier to read dark writing on a white background Use pictures of actual program participants Add links to Facebook and Twitter at bottom of all pages Narrow the tabs in the sidebar down to these sections. Here are suggestions for those sections: Home Include upcoming events Move mission and vision statements into this section About IAMBK Move history into this section Programs and Services Add community dinner information Make the food application a PDF or Word document that opens in a new window Shorten the descriptions of programs (don’t be repetitive) Include dates and times of programs Who we are Include list of board members and staff Add pictures and a brief autobiography of board members Supporters Include donors and partners Make the listed businesses live links to their websites Press Turn articles into PDFs and have them open in a new tab Testimonials Add testimonials from participants who have benefited from IAMBK’s programs and services Contact us

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Contact Lists The group created several contact lists to help IAMBK distribute their materials and reach their target publics. The group provided the appropriate names and contact information of individuals, businesses and organizations the group thinks will be most beneficial to reach out to and send materials about IAMBK. On the following pages, you will find contact information for: Auburn University Local businesses and organizations Auburn city, Opelika city, Lee County and Macon County schools Local media Local used car dealers

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Auburn University Human Development and Family Studies College of Human Sciences 203 Spidle Hall Joe F. Pittman, Interim Head (334) 844-3242 pittmjf@auburn.edu

Psychology College of Liberal Arts 226 Thach Barry R. Burkhart, Department Chair (334) 844-6476 burkhbr@auburn.edu

Nutrition, Dietetics and Hospitality Management College of Human Sciences 328 Spidle Hall Dr. Martin O’Neill, Department Head (334) 844-3264, oneilm1@auburn.edu

Theatre College of Liberal Arts 211 Telfair Peet Theatre Dan LaRocque, Department Chair (334) 844-6618 larocdj@auburn.edu

Special Education, Rehabilitation and Counseling College of Education 2084 Haley Center E. Davis Martin, Department Head (334) 844-7685 martiev@auburn.edu Curriculum and Teaching College of Education 5040 Haley Center Nancy H. Berry, Department Head (334) 844-4434 nhb0002@auburn.edu Sociology, Anthropology and Social Work College of Liberal Arts 7030 Haley Center L. Allen Furr, Department Chair (334) 844-5018 laf0014@auburn.edu Social Work Club College of Liberal Arts 7030 Haley Center Ki Seroka, Faculty Advisor (334) 844-5014 serokcm@auburn.edu

Theatre- Dance College of Liberal Arts 211 Telfair Peet Theatre Adrienne Wilson, Assistant Professor (334) 844-4748 amp0001@auburn.edu Auburn Alumni Center 317 S College St. Auburn, AL 36849 (334) 844-2586 Auburn University Career Development Services 303 Mary Martin Hall Auburn, AL 36849 (334) 844-4744 Auburn University Office of Diversity and Multicultural Affairs 381 Mell St. Auburn, Alabama 36849 (334) 844-4184 Auburn University SGA 3130 Auburn University Student Center Auburn, AL 36849 (334) 844-4240

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Local Businesses and Organizations Auburn Parks and Recreation 307 S Dean Road Auburn, AL 36830 (334) 501-2930 Auburn/Opelika Tourism Bureau 714 E Glenn Ave. Auburn, AL 36830 (334) 887-8747 Opelika City Hall 204 S 7th St. Opelika, AL 36801 (334) 705-5136 Opelika Post Office 500 S 7th St. Opelika, AL 36830 (334) 745-3561 Auburn Post Office 300 Opelika Road Auburn, AL 36830 (334) 821-3754 Auburn Public Library 749 E Thach Ave. Auburn, AL 36830 (334) 501-3190

Opelika Public Library: Lewis Cooper Junior Memorial Library 200 S 6th St. Opelika, AL 36801 (334) 705-5380 Opelika Chamber of Commerce 601 Ave. A Opelika, AL 36801 (334) 745-4861 The Tuskegee Human and Civil Rights Multicultural Center 104 S Elm St. Tuskegee, AL 36083 (334) 724-0800 Tuskegee University 1200 W Montgomery Road Tuskegee Inst, AL 36088 (334) 727-8011 City of Macon: Public Library 302 S Main St .A Tuskegee, AL 36083 (334) 727-5192 Shorter Town Hall 2521 Old Federal Road Shorter, AL 36075 (334) 727-9192

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Auburn City Schools Auburn High School 405 S Dean Road Auburn, AL 36830 (334) 887-4970 Principal: Dr. Todd Freeman

Ogletree Elementary School 737 Ogletree Road Auburn, AL 36830 (334) 887-4920 Principal: Dr. Mary Anna Martin-Smith

Auburn Junior High School East Samford Ave. Auburn, AL 36830 (334) 887-1960 Principal: Dr. Jason Wright

Richland Elementary School 770 Yarbourgh Farms Blvd. Auburn, AL36830 (334) 887-1980 Principal: Debbie Smith

J.F. Drake Middle School 655 Spencer Ave. Auburn, AL 36832 (334) 887-1940 Principal: Debbie Beebe

Wrights Mill Road Elementary School 807 Wrights Mill Road Auburn, AL 36830 (334) 887-1990 Principal: Lynda Tremaine

Cary Woods Elementary School 715 Sanders St. Auburn, AL 36830 (334) 887-4940 Principal: Debbie Brooks

Yarbrough Elementary School 1555 N Donahue Drive Auburn, AL 36830 (334) 887-1970 Principal: Pete Forster

Dean Read Elementary School 335 S Dean Road Auburn, AL 36830 (334)887-4900 Principal: Jackie Greenwood

Auburn Early Education Center 721 E University Drive Auburn, AL 36830 (334) 887-4950 Principal: Janet Johnson

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Opelika City Schools Opelika High School 1700 Layfayette Parkway Opelika, AL 36801 (334) 745-9715 Principal: Stan Cox

Northside Intermediate School 601 N 5th Ave. Opelika, AL 36801 (334) 745-9731 Principal: Chris Dark

Opelika Middle School 1206 Denson Drive Opelika, AL 36801 (334) 745-9726 Principal: Farrell Seymore

Southview Primary School 2712 Marvin Parkway Opelika, AL 36801 Phone: (334) 745-9711 Principal: Laura Hartley

West Forest Intermediate School 2801 Waverly Parkway Opelika, AL 36801 (334) 745-9737 Principal: Brad Hunter

Jeter Primary School 700 Jeter Ave. Opelika, AL 36801 (334) 745-9723 Principal: Jeanie Miller

Morris Avenue Intermediate School 8 Morris Ave. Opelika, AL 36801 (334) 745-9734 Principal: Nino Mason

Carver Primary School 307 Carver Ave. Opelika, AL 36801 (334) 745-9712 Principal: Clarence Magee

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Lee County Schools Beauregard Elementary School 300 Lee Road 431 Opelika, AL 36804 (334) 745-2972 Principal: Kathie Ledbetter

Sanford Middle School 1500 Lee Road 11 Opelika, AL 36804 (334) 745-5023 Principal: Michelle Rutherford

Beauregard High School 7343 Alabama Highway 51 Opelika, AL 36804 (334) 745-5916 Principal: Richard Brown

Smiths Station Elementary School 171 Lee Road 728 Smiths Station, AL 36877 (334) 448-4422 Principal: Paul Kohler

Beulah Elementary School 4737 Lee Road 270 Valley, AL 36854 (334) 745-5028 Principal: Weldon Parkman

Smiths Station High School 1100 Lee Road 298 Smiths Station, AL 36877 (334) 298-0999 Principal: Jason Yohn

Beulah High School 4848 Lee Road 270 Valley, AL 36854 (334) 745-5010 Principal: Jerry Southwell

Smiths Station Intermediate School 80 Lee Road 926 Smiths Station, AL 36877 (334) 298-8370 Principal: Kimberly Thomas

Loachapoka Elementary School 685 Lee Road 061 Loachapoka, AL 36865 (334) 887-8066 Principal: Mary Ross

Smiths Station Primary School 150 Lee Road 295 Smiths Station, AL 36877 (334)298-6089 Principal: Kathy Henderson

Loachapoka High School 685 Lee Road 61 Loachapoka, AL 36865 (334) 887-8038 Principal: Jim Wilkerson

Wacoochee Junior High School 125 Lee Road 254 Salem, AL 36874 (334) 745-3062 Principal: Rick Harris

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Macon County Schools Booker T. Washington High School 3803 W Martin Luther King Highway Tuskegee, AL 36083 (334) 727-0073 Principal: Mason McDade Jr. D.C. Wolfe School 4450 Cross Keys Road Shorter, AL 36075 (334) 727-1641 Principle: Rosemary White George Washington Carver 303 Union Springs Highway Tuskegee, AL 36083 (334) 727-2700 Principal: Melissa Williams Lewis Adams 303 Union Springs Highway Tuskegee, AL 36083 (334) 727-6640 Principal: Mae Dorris Williams Notasulga High School 500 E Main St. Notasulga, AL 36866 (334) 257-3510 Principal: Brelinda Sullen Tuskegee Institute Middle School 1809 Franklin Road Tuskegee Institute, AL 36088 (334) 727-2580 Principal: Lonzo Bullie Tuskegee Public School 101 E Price St. Tuskegee, AL 36083 (334) 727-3222 Principal: Joseph Ashberry

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Local Media Newspapers:

TV Stations:

Opelika-Auburn News P.O. Box 2208 Opelika, AL 36803-2208 (334) 749-6271

Columbus WJSP TV 28 (PBS) 260 14th St. NW Atlanta, GA 30318 (404) 685-2400

Tuskegee News 103 S Main St. Tuskegee, AL 36083 (334) 727-3020

Columbus WLGA TV 66 (CW) 1800 Pepperell Parkway Opelika, AL 36801 (334)745-0066

The Auburn Plainsmen 255 Heisman Drive, Suite 1111 Auburn, AL 36849 (334)844-9108

Columbus WLTZ TV 38 (NBC) 6140 Buena Vista Road Columbus, GA 31907 (706)561-3838

The Corner News 117 N College St. P.O. Box 3240 Auburn, AL 36830 (334) 821-7150

Columbus WRBL TV 3 (CBS) 1350 13th Ave. Columbus, GA 31901 (706) 323-3333 Columbus WTVM TV 9 (ABC) PO Box 1848 Columbus, GA 31902 (706) 494-5400

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Local Used Car Dealers Glynn Smith Chevrolet Buick GMC 600 Columbus Parkway Opelika, AL 36801 (866) 780-0639

Matt Cannon Motors 1810 Lee Road 42 Opelika, AL 36804 (334) 705-8000

Gentry & Ware Motor Company 3906 Pepperell Parkway Opelika, AL 36801 (334) 749-1286

Knight Rides 101 N 11th St. Opelika, AL 36801 (334) 742-0755

Motormax of Auburn 621 Columbus Parkway Opelika, AL 36801 (334) 749-7991

Arwood Auto Sales 3603 Pepperell Parkway Opelika, AL 36801 (334) 737-3995

John Gunter Motors 2012 Marvyn Parkway Opelika, AL 36804 (334) 705-0463

American Pride Motors 2085 County Road 43 N Opelika, AL 36804 (334) 727-6707

Realtech Auto Sales, Inc. 111 S Ninth St. Opelika, AL 36801 (334) 787-9559

Discount Auto Mart 1103 Opelika Road Auburn, AL 36830 (334) 501-8454

Puckett Motors 300 S Seventh St. Opelika, AL 36801

Airport Motors, Inc. 1777 E Glenn Ave. Auburn, AL 36830 (334) 826-7555

Herring Automotive, Inc. 408 Clanton St. Opelika, AL 36801 (334) 705-0600 T R Motors 504 S Sixth St. Opelika, AL 36801 (334) 741-1000 Countryside Motors 4639 Al Highway 51 Opelika, AL 36804 (334) 745-0021

Value Ride Used Cars 1336 Opelika Road Auburn, AL 36830 (334) 501-6969 Hyundai of Auburn Pre-Owned Super Center 1057 Opelika Road Auburn AL 36830 (334) 821-7990 Hiett Automotive 960 Opelika Road Auburn, AL 36830 (334) 209-9500


Evaluation Objective 1: To increase the awareness of IAMBK to its target publics The effectiveness of this objective can be measured by surveying the volunteers, donors and participants who respond to this campaign. It is important to create a different survey for each of these publics in order to receive specific information. Each survey can be found in the appendix.

Objective 2: To redesign IAMBK’s logo Our objective was to create a new logo for the organization that publics will instantly recognize when seen. The success of this objective can be measured by whether the organization receives positive feedback and recognition of the new logo.

Objective 3:To get a van donated for IAMBK’s transportation needs IAMBK is in need of organizational transportation. The group suggests that IAMBK reach out to local car dealerships to ask if a vehicle could be donated. The group included a letter to be sent to dealerships as well as a list of used car dealerships in the Auburn/Opelika area. This objective can be measured by the feedback from various dealerships and the donation of a vehicle or other services.

Objective 4: To establish a social media presence for IAMBK In order to establish a social media presence for IAMBK, the group created a Facebook and Twitter page for IAMBK. The success of this objective can be measured by the

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number of followers, retweets and mentions on Twitter. It can be measured by the weekly page updates that detail number of likes, page views and traffic.

Objective 5: To make IAMBK an Auburn University IMPACT project The group would like to gain volunteers for IAMBK by having the organization apply to become one of IMPACT’s project sites for the next school year. The success of this objective can be measured by the success of the request to be considered as a project. The group included contact information for the IMPACT advisor, who is also the Office of Community Service coordinator.

Objective 6: To improve IAMBK’s current website The group feels that improving the aesthetics and readability of the website would enhance viewer’s perception of the organization. In order to do this, the group included a list of suggestions that we feel would benefit the website and the organization as a whole. To measure the success of the improved website, the group recommends creating a Google Analytics account, a program that allows IAMBK to measure the traffic on its website. Visit www.google.com/analytics for more information about this program. If the traffic improves and those who visit the site spend more time browsing the pages, the objective has been successful.

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Appendix Appendix A Awareness Survey The group conducted a survey in the Opelika, Ala., area to determine the level of awareness of IAMBK within the community. The group surveyed people of all ages, gender and ethnicity. The group asked people one or two questions: Have you ever heard of the organization, I Am My Brother’s Keeper? If they said yes, then: Do you know anything about the organization? Of the people surveyed, 10 percent were aware of IAMBK. Out of that 10 percent, none had any knowledge of the organization and the programs and services it provides. The survey provides of benchmark and the current awareness of IAMBK within the community.

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Appendix B Surveys for Donors Please take a few minutes to complete this brief survey. 1. How did you hear about IAMBK?

2. What would you like to see IAMBK do with your donation?

3. Why did you choose to donate to IAMBK?

4. What interests you about IAMBK?

5. How does our organization compare to others like it?

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Appendix C Survey for Volunteers Please take a few moments to complete this brief survey. 1. How did you hear about IAMBK?

2. What do you feel you can contribute to our organization?

3. What interests you about IAMBK?

4. What would make you feel like your volunteer work was a pleasant experience?

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Appendix D Survey for Participants Please take a few moments to complete this brief survey. 1. How did you hear about IAMBK?

2. What was the most beneficial aspect of IAMBK to you/your children/your family?

3. Is there an area that our organization needs to improve in?

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IAMBK PR Campaign  

Public relations campaign developed for I Am My Brother's Keeper (IAMBK). IAMBK is a nonprofit organization that provides programs and servi...