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greenroots communications

greenroots communications May 2nd, 2012

Ryan Groves Chief Executive Officer Wishing Well: Water for the World 2501 East Memorial Road Oklahoma City, OK 73013 Dear Mr. Groves: Greenroots Communications is a public relations firm comprised of five senior students at the University of Central Oklahoma. We are pleased to present this campus involvement and awareness campaign for Wishing Well. We created a new image to target opinion leaders among college students to increase campus involvement and raise awareness about Wishing Well and the water crisis. Greenroots Communications understands the gravity of the water crisis and appreciates Wishing Well’s efforts to educate young adults on the importance of the water crisis going on in the world today. Thank you for the opportunity to work with Wishing Well and its staff to help make a change in the world. Sincerely,

Jordan Scott Kristen Cordis Tessa Burris Account Executive Research Director Production Director

Rachel Prince Britney Morris Creative Director Editor

The Team Jordan Scott Account Executive

Kristen Cordis Research Director

Tessa Burris Production Director

Rachel Prince Creative Director

Britney Morris Editor

greenroots communication

Table of Content Situation Analysis



Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Messaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Tactics and Timing . . . . . . . . . . . . . . . . . . . . . . . . 20 Budget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Evaluation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 Appendix A. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 Appendix B. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

Situation Analysis

greenroots communications

Situation Analysis The Company:

Wishing Well: Water for the World is a registered non-profit based in the Oklahoma City

metropolitan area. They are based on the concept that giving $1 a day would provide clean drinking water to those in need in the developing world for an entire year. Founded in 2006, Wishing Well began as a small student organization focused on using the power of creativity and community to combat the water crisis. Since the start of Wishing Well, President and CEO Ryan Groves has aimed to inspire local communities to unlock their creative potential to change the world. Wishing Well wants to explore the power of humanity’s only limitless resource—the power of ideas. One key distinction between Wishing Well and other waterrelated nonprofits is the former’s emphasis on working with college students.

The Crisis: Currently, there are 1 billion people across the world living without access to clean water. Eighty percent of diseases in the world are caused by waterborne illnesses.

The Target Audience: Greenroots’ targeted audience for this campaign will be among current college students and their opinion leaders at universities located in and around Wishing Well’s headquarters of Oklahoma City. Current college students come from a wide range of demographics and psychographics—making their lifestyle habits unique. They are always on the move. They are always looking to improve their lives and the lives of others around them. As the reach of social media continues to expand, this generation continues growing right alongside it. The impact of social media has made the world a smaller place. Research also confirmed that word-of-mouth is one of the most prevelant channels of communication for the target market- they trust their friends and want to be in the know. Greenroots Communications believes that these are critical components in reaching our target audience with information about the water crisis—and more specifically, about Wishing Well. Based on research, Greenroots Communications has uncovered several areas where Wishing Well can make lasting improvements and overcome barriers that they have faced in the past years. The barriers include: a general lack of awareness about Wishing Well and the water crisis itself and inconsistent campus involvement and sustainability.


SWOT: Strengths: •Philanthropic cause that appeals to people’s hearts •Knowledgeable staff •Concept of $1 is easily understood and achievable among target audiences

•Grassroots following. Greenroots included the grassroots following into the strengths because it is a unique component that has kept Wishing Well going strong from the beginning, and deserves recognition according to Groves.

Weaknesses: •Limited reach capabilities in terms of college communities and partnership opportunities •Lack of internal structure in regards to staff and employee contributions

•Inconsistencies among business partners and volunteers in that they don’t always follow through •Lack of centralized support for student communities •Fragmented web presence

Opportunities: •Expand web presence (social media, website, blogging) •Expand awareness of the water crisis and Wishing Well •Infrastructure growth for Wishing Well so they can have more support staff •Potential for student communities growth Threats:

•Non-profit competitor market. Examples of competitors include Charity Water, who is better-funded, and Water is Life that is better known in the Oklahoma City market

•The current economic austerity

•Lack of knowledge and awareness of the water crisis. •Indifference to the cause among targeted audiences


Wishing Well’s mission statement is to empower communities to use their creative gifts to transform the lives of those in the developing world by bringing healing to those in need of clean drinking water. Greenroots’ campaign will reinforce Wishing Well’s presence in the non-profit sector, increase campus involvement, and drive home the importance of the water crisis as a whole as it relates to current college students in the surrounding states of Oklahoma.



greenroots communications

Research Primary:

Greenroots Communications created and distributed a survey that sought the following information about our target market: •What type events are they most likely to attend? •How do they find out about these events? •If attending these events helps them feel more involved with the organization and campus life? Based on 86 completed survey’s by our target market Greenroots found the following insights:

•52.9% of those surveyed found out about events on campus through social media. Word of mouth came in second as the preferred method with total of 27.1%. •35.3% of those surveyed are most likely to attend sporting events put on by student organizations such as flag football, basketball or softball. Events centered around nonprofits or “causes” came in second with 25.9%. •When asked what time they are most likely to attend an event an overwhelming 55.3% said night (7:00 p.m. – 10:00 p.m.) and 25.9% said evening (4:00 p.m. – 6:00 p.m.) would be the most convenient. •94.1% of those surveyed would rather attend an event on campus. •75% of those surveyed believed that attending student organizations events made them feel actively involved in their campus community.

When asked if being involved in student organizations made them feel more connected to the university Greenroots got the following insights:

“Yes, as long as the events provide meaning and purpose. It is important that the events allow for an individual to feel like they are giving back to a cause or that they are meeting new people that can either be networking connections or future friends!”

“Although it has been a long time since I have attended an event on campus, I enjoy them. They usually make me feel like I am doing something for the community.”

“Yes, you have the ability to meet new people and interact with people of the same interest. Most people who enjoy a student activity/organization will tend to go back and become increasingly involved.”

“No. Most of the time, I attend student organizations because I am required to by a teacher. Living off campus, I do not feel involved with the campus, and view college strictly as going to class to learn and then get my degree.”


In addition to the survey Greenroots conducted a focus group with members of our target market. We set the following goals for the focus group: •Gauge what types of events students enjoy.

•What student organization structure would work best for students?

•How to best communicate and connect with college students.

•Gauge their thoughts on this generation and issues facing it.

The results only furthered our suspicion that college students enjoy being active on campus but face barriers such as an overloaded schedule and being unaware of the opportunities available. The participants stated they were more likely to attend events because they had a friend going or a friend was directly involved in putting the event on. Otherwise, they did not know when activities were happening and they do not often seek out the information.

“It’s always up to us to find out what events or groups are on campus. If they made it easier for us to find out what’s going on, that would help.” – Focus Group Participant.

It was clear that the participants enjoyed the activities that allowed them to interact and meet new people during the event. Examples were given such as concerts, recreational events such as “Wake up Wantland” (UCO’s welcome week event) and comedy nights. When asked about volunteering the participants had a very positive response. More than half of the participants were actively volunteering or had volunteered recently in the community.

“I don’t want to be a part of something that’s more about grades or whatever. I want to do more nonprofit and fun stuff [on campus].” –Focus Group Participant.

Greenroots noted that the participants collectively thought that being active in student organizations to build a resume was common; but when asked later regarding volunteer projects on resume’s they thought it would be selfish of an individual to have those motives.

“People don’t necessarily understand what giving back is. They talk about the good feelings that you get.” – Focus Group Participant.

Participants expressed concern over trust and accountability of nonprofits. They believed if they spent enough time with the members of a non-profit they would feel more comfortable giving their time and monetary donations. When asked what would help grow trust the participants suggested a monetary tracking device. The group added that this is would be even more necessary for non-profits that helped those outside of their community or even country. “Being able to track your dollar would be the coolest thing ever.” – Focus Group Participant.


When asked to elaborate what else would cause them not to volunteer participants stated that time commitment is one of the biggest barriers. Projects that were most appealing to them were ones that they could do in a day and see the results immediately.

“I’m not really a patience person. I want to see the results in front of me.” -Focus Group Participant.

Participants wanted to volunteer with those that needed their help the most at that very moment. When asked what they believed to be the biggest barrier facing this generation the group collectively agreed with the first response given – information overload. They thought that the constant flow of information only aids in the feeling of being overwhelmed even if you are not currently involved in many activities. Greenroots Communications conducted interviews with Wishing Well’s Executive Director Ryan Groves and with Univeristy of Central Oklahoma’s Director of Student Organizations Nathan Foster. Through these interviews Greenroots Communications was able further gage our clients needs and better understand barriers facing new student organizations. The interview with Groves covered a variety of information such as current Wishing Well campus support, merchandising campus communities and initiating new campus communities. Based on this interview Greenroots Communications decided on the following tactics to improve campus community relations:

•Semester newsletters to keep the campuses engaged and informed.

•Campus community kits to equip new student groups.

•Provide preplanned events and other resources for the communities.

The interview with Foster provided Greenroots with the insight that Wishing Well was not the only organization facing retention rate problems. Foster sited the biggest obstacle for organizations as member apathy and participation. “I like to encourage each of our organizations to continue trying new methods of getting their members engaged and to communicate those methods that they find to other organizations.” Foster explained that UCO has a fairly unique process for new student organizations. The student association has to approve each new organization. This process has recently been added to the new online site that allows for anyone to create a organization and then begin the process of becoming approved. Foster recommends anyone interested in beginning an organization to first contact the student organization officer


Secondary: Greenroots Communications utilized numerous scholarly articles to aid in our understanding of the relationships with non-profits and universities and how these partnerships can face challenges but provide benefits for both parties. An article written by Crystal S. Aschenbrener (Aschenbrener, C. S. (2010). Can Establishing Partnerships between College Campuses & Non-pofit Organizations Be Mutually Beneficial? South Dakota: Contemporary Rural Social Work) elaborated on the positve relationship between non-profits and universities. Ashenbrener sited the Bureau of Labor Statistics of the U.S. Department of Labor stating that “About 61.8 million people, or 26.4 percent of the population, volunteered through or for an organization at least once between September 2007 and September 2008” (United States Department of Labor, 2008, p. 1). She went on to explain the importance of “renewable resources.” This concept generated from nonprofits common fault in not utilizing the volunteer’s time correctly or their inability to properly communicate with their volunteers. It is vital that non-profits are able to properly communicate the expected commitment to their volunteers so that they are able to reduce their turnover rate. The article also suggested the partnership of non-profits with university class work. These relationships can be beneficial as long as the non-profit considers the following:

•Able to provide a list of short term and long term needs to be met.

•Consider the amount of students involved in the project.

•The possible negative associations a student may have with a “mandatory” project.

The article spoke to the specific benefits a student may find in partnering with a non-profit. Due to the lack of funding and amount of staff at non-profits many students may find professional experiences and promote professional values to those students who may soon beginning their careers. In addition, non-profits provide excellent networking opportunities through fellow volunteers as well as those who sit on the board of directors. Aschenbrener continued to expand on the non-profits opportunity to work with the upcoming generation to instill within them their values and the understanding of the benefits of volunteering. These connections can lead to interns who may provide the needed support to assist in keeping the non-profit active and on track to meeting their goals. Other resources utilized were Student Guide to Starting a College Club or Organization produced by universities outside of the University of Central Oklahoma. These provided Greenroots with insights into the processes and possible barriers facing new organizations. The guides utilized were produced by Aultman College ((Fehlman, B. (2010). Student Guide to Starting a College Club or Organization. Aultman College Student Life) and The Westminister Campus (Reeves, A. (2007). Handbook for Starting a Student Club. Westminster Campus).


This infomration led us to design our community start up kits to insure that the needed information would be provided. The guide provides the information on the following topics:

•Benefits to students active on campus

•A check list on becoming a new organization

•Suggestions on how to recruit for new members

•Steps to planning a successful event

•Rules and regulations regarding fundraising

•Frequently Asked Questions

•Assistance with PR and Advertising for student organizations

All of these insights, both primary and secondary led Greenroots to form a public relations campaign to further Wishing Wells presence through campus communities.



greenroots communications

Objectives Objective 1: To increase the number of campus communities in Oklahoma and the surrounding states from four to eight by August 2013.

Objective 2: To increase awareness of the water crisis among current college students by 20 percent by August 2013, versus levels at the start of the campaign.



greenroots communications

Strategy Overall strategy: Greenroots overall strategy is to target opinion leaders among college students to increase campus involvement and raise awareness about Wishing Well and the water crisis. First, it is important to reiterate that current college students are Greenroots targeted audience. Their unique lifestyles make their media consumption habits consistently inconsistent. They receive news and awareness from both non-traditional and traditional media outlets. The students also rely heavily on social media, and word-of-mouth from various opinion leaders and community influencers. Knowing this, Greenroots wants to use three overarching themes to drive the message home with the intended audiences.

Social Media: Greenroots recognizes the impact social media has on the targeted audiences and to respond, Greenroots suggests Wishing Well look into a service that allows a user to access, monitor, and post to all or select social media outlets, all from one convenient site, rather than having to access each one individually. One specific service that Greenroots recommends using is HootSuite, a free or paid service that allows you to connect each one of your social media accounts for easy access all at once. Choosing the free service allows you to connect up to 5 social media profiles and 2 RSS feeds. The paid version, which is $5.99 per month, would allow for unlimited social media profiles, as well as analytic information from each of the social media outlets and an archive of all tweets from Twitter. It also allows for one additional “team member� to help manage these accounts. With this service, Wishing Well will be able to keep each one of the social media outlets updated with up to date information without the hassle of having to log in to each site individually. This not only save time, but it will also make sure that you’re reaching every possible bit of your target market in the case that you might post on one outlet, but not the other. In addition, HooteSuite allows for users to plan updates months in advance. Wishing Well would be able to save time with pre-written tweets and updates about upcoming events and news regarding the water crisis.


Based on research, Greenroots created events aimed at capitalizing on the impact word-ofmouth communications has on the target audience. All events are designed to generate buzz and educate, empower, and engage the target audiences.

Educate: One key message Greenroots wants target audiences to grasp is the urgency of the water crisis itself. Close to one billion people live without access to clean water. That is more than three times the entire population of the United States. Imagine if every citizen living in the United States (times three) were facing a problem with potable water. Greenroots wants to educate the prospects about the water crisis. All EDUCATE events are designed to increase awareness about the water crisis and invite students to further increase each individuals knowledge about Wishing Well.

Empower: Another key message that Greenroots wants to showcase through this campaign is the power of a united college group. Successful campaigns in the past show that student movements need no more than to just be told that whatever is set out to accomplish can be accomplished. Greenroots wants to empower the student groups across the United States by reminding them of their own creative potential and skills. All EMPOWER events will be staged by individual student groups based on what they see as a fit for their universities, but based on suggestions and creative support from Wishing Well.

Engage: After educating and empowering current college students, it is important that Wishing Well maintains campus partnerships and stays engaged with their student community groups. Sustainability is critical and attainable through the ideas presented in this campaign. All ENGAGE events are designed to create buzz and keep the Wishing Well name in the forefront of students minds.



greenroots communications

Messaging Key Messages: Wishing Well works to empower college students to use their creative gifts to help combat the water crisis. Greeenroots will establish these core messages as a result of this campaign: •At Wishing Well, the objective is to unlock creative potential among individuals and use their gifts in ways that draw awareness and change in regards to the water crisis. •The ideas of college students are limitless and powerful. Together, Wishing Well and college students can make a substantial difference in the lives of those without the basic need of clean drinking water. •By engaging with Wishing Well, college students will be able to make a lasting impression on their campuses through their efforts and activities at those universities.

Audience Specific Messages: •To potential faculty/staff advisors: Helping students develop skills for the professional side of life is one thing—but to work alongside them in activities that go beyond the workplace is something more. By being available to students as an advisor to their campus communities, faculty and staff members will have a deeper appreciation for their university and its students. •To potential college campus community members: Being a student at a university gives students a responsibility in and of itself. By stepping into a the position of leadership that a campus community would entail, these students will develop a higher sense of humanitarianism and team building skills that will enrich their lives well past their years at their university.

Activity Specific Messages: •“E” events: (ENGAGE, EDUCATE, and EMPOWER) During all “E” events, campus communities will distinguish themselves from other campus organization groups by engaging students in unexpected ways, while relating the seriousness of the water crisis. •ENGAGE: The “All-Campus Water Fight” event in September of Greenroots campaign year will initiate Wishing Well’s presence on the university by interacting with student groups in fun and exciting ways that create a spirit of involvement to be carried throughout the remainder of the semester. Greenroots other ENGAGE event, “Dive-In Movie Night,” scheduled for January of the campaign year, will reignite students about Wishing Well’s presence on their campuses as students are just returning to campus from holiday break. As Wishing Well is dedicated to using creativity and community-inspired events, both of these ENGAGE events embody this due to their uniqueness.


Activity Specific Messages Continued: •EDUCATE: Wishing Well has dedicated its purpose to educating local communities about the water crisis and funding water projects in the developing world. All EDUCATE events will address the issues of the water crisis in ways that resonate with local campus communities. Facts are hard to ignore, such as—a child dies every 20 seconds due to a water-related illness. Currently, one billion people lack access to clean drinking water. It takes less than $1 a day to get clean drinking water for someone for an entire year. •EMPOWER: Wishing Well began as a humbled college student group. Therefore, Wishing Well believes in the power of these campus communities starting something on their own. All EMPOWER events are designed to place the power in the hands of each individual community group. These groups know what’s best for their communities and Wishing Well is leaving this activity up to their discretion—pending company approvals. •Wishing Well Summer Summit: Taking place during the summer of Greenroots campaign year, this summit will allot time for campus community members to gain insights into how other groups are working on their campuses. This creates an opportunity for feedback over the previous semester successes and failures and for idea sharing for the upcoming school years. These summits will create cohesion as the communities join together to collect their thoughts and ideas as they approach the upcoming school year.


Tactics & Timing

greenroots communications

Tactics & Timing The following events are recommended for the 2012-2013 time frame. August: •Launch social media: update Twitter, blogs, Facebook, and the website with updated information for communities to reference and engage. Greenroots recommends that Wishing Well utilize HooteSuite. •Welcome back newsletter: send out to current communities to excite them for the coming semester. •Begin conversation with target universities to gauge interest in establishing Wishing Well communities on their campuses. Send out informational packets to the targeted universities student affairs departments (will be continued monthly throughout the year). •Wishing Well interns and/or community members (from other schools) travel to local target universities to participate in welcome week activities. •Contact University Relations and student media sources at target campuses to announce the new student organization.

September: •ENGAGE Event: “All-Campus Water Fight” to promote the universities Wishing Well campus communities

The campus communities will plan and promote an all-campus water fight to bring awareness to Wishing Well. Members of the community will hang up and pass out flyers prior to the ENGAGE event. Using social media to promote the event will also be beneficial.

The campus communities will provide buckets, water guns, water balloons, and Slip N’ Slides for students to use for the water fight. Individuals will be allowed to bring their own water toys (guns, balloons, slides) to contribute to the event. Informational tables will be set up at the event site and members will actively speak to participants about Wishing Well throughout the evening.

•Remind communities through email blasts to utilize promotional materials. •Begin booking Wishing Well employees and interns for EDUCATE events on campuses. This will involve a member of the Wishing Well team coming to the college campuses and participating in the EDUCATE event described in November.


October: •Mid-term check-in: halfway through semesters, check in with Wishing Well advisors and executive boards for status of their communities. Wishing Well will provide support and aid when/where needed. •Encourage Wishing Well communities through soical media updates to participate in their universities homecoming activities.

November: •EDUCATE Event: Wishing Well employees or interns host an informational night about how Wishing Well is working to solve the water crisis.

This event focuses on Wishing Well employees traveling to the different college campus communities to share the message about the water crisis and educate those individuals that know nothing about the problem. Prior to the EDUCATE event, campus communities will pass out flyers and get the word out on campus that a member of Wishing Well will be there sharing their story, information about Wishing Well, as well as information on how to get involved.

On the day of the event, the Wishing Well employee(s) that have traveled to the campus will spend the day on campus handing out flyers and promotional items to encourage students to attend the event later that evening. The event will be held on campus and refreshments will be served.

December: •Urge Wishing Well communities to host a “Library Blitz” during dead week. The blitz will be designed for the communities to hand out water bottles with Wishing Well information to students studying for finals. •Please note that many of the spring activities mirror those in the fall because Greenroots wants Wishing Well to maintain a known name on campuses throughout the year. It is important that new students at the universities are educated on Wishing Well and returning students continue to be involved.

January: •Begin conversation and outreach with a new group of target universities to form a relationship and gauge interest in establishing Wishing Well communities on their campuses. Informational packets will be sent to the universities student affair departments, which will be continued monthly throughout the year. •Welcome Back Newsletter: send out to current communities to excite them for the coming semester. •Wishing Well interns and/or community members from local schools travel to target universities to participate in welcome week activities.


February: •ENGAGE Event: “Dive-in Movie” - promote university Wishing Well campus community Campus communities will plan a dive-in movie evening where they will rent out the campus pool (if a campus does not have a pool, a local indoor pool will be used). A movie will be shown on a projector screen that has been set up and concession like refreshments will be served. Members of the campus communities will be in attendance to talk to those attending the event and answer any questions they may have. Research confirmed that university Student Affairs department often have equipment available for student ogranizations to rent for free. The budget reflects the cost for universities that do not have this option available.

Prior to the event, the campus communities will hand out flyers for the dive-in event that will tell the location, time, and details.

March: •EMPOWER Event: “Tell One Tell All” - student members of university campus community will go out in the city to promote Wishing Well and educate about the water crisis.

Each university will team up with a local organization that they feel will be beneficial in empowering the public. The hope in this event is that people outside of the campus can learn more about Wishing Well.

By telling one person about the water crisis, an individual is doing their part in helping. Word of the water crisis will be spread throughout the city and become more well-known and individuals will start to become active. •Mid-term check-in: halfway through the semester check in with Wishing Well advisors and executive boards for status of their communities. Wishing Well will provide support and aid when/where needed.

April: •Secure contact information of returning Wishing Well executive board members. These addresses and contacts will be used for newsletters the following semester and additional information that may need to be sent to the campus communities by Wishing Well. •Wishing Well Summer Summit: Registration begins

The summit will be an event put on by Wishing Well that will allow for the leaders and advisors of all campus communities to come together. The summit will allow the communities to exchange ideas, learn more about what they can do for the water crisis, and prepare for the following year. A university will host the retreat and lunch and T-shirts will be provided. See Appendix B for details on how to register.


May: •Registration ends for Wishing Well Summer Summit

June: •“Social Media Blitz” for upcoming Wishing Well Summit

July: •Wishing Well Summit



greenroots communications

Budget Campaign Expenses Posters- 250 @ $1.75 each Map of targeted campuses Website domain- $12.50/mo Informational packets- 50 @ $5 each 1 3rd party vendor benchmark survey total:

$ 450 $ 5 $ 150/yr $ 250 $ 15,000 $ 15,855

Community Kits- (25 Kits)

Informational video 2 $ 40 Flyer/Press releases templates 3 $ 6.50 Contact info $ 6.50 Fact sheets $ 6.50 FAQS $ 6.50 Advisor criteria sheet $ 6.50 Calendar $ 6.50 Community guidelines $ 6.50 total: $ 85.50

Travel Expenses

Airline- 3 trips 4 $ 2,000 Hotel $ 500 Taxies $ 200 total: $ 2,700

Event Expenses Water Fight Event

Buckets (10) $ 20 Water guns (20) $ 200 Water balloons (1350) $ 18 Flyers 100 @.75 $ 75 Slip N’ Slides 4@$40 $ 160 total: $ 475

Library Blitz Event

Water bottles (1000) $ 100 Labels (1000) $ 10 total: $ 110 Dive-In Movie Event Projection screen ‘33 rental $ 800 Pool rental for 3 hours $ 300 Movie $ 20 Supplies for concession stand (water, chips, $ 200 candy, etc.) 5 lifeguards on staff for 3 hours $ 150 Flyers 100 @ .75 $ 75 total:


$ 1,545

Wishing Well Summit

Conference room $ 100 Food/Drinks $ 250 Miscellaneous materials $ 50 T-Shirt give-a-ways $ 250 $ 650

Total Expenses $ 21,420.50 6 Wishing Well Actual Expense 5 $ 18,640.50 1 Survey to measure the awareness of the water crisis before the campaign begins. 2 Information video will be provided by Wishing Well. 3 Templates will be provided and each college community will be responsible for printing. 4

Three trips are scheduled to Texas A&M in College Station, University of Missouri in Columbia, Missouriand the University of Colorado in Boulder, Colorado. 5 Each event will be sponsored by the community not Wishing Well, this is just an estimate on how much each event should cost for the college community. The Wishing Well actual expense is what they will provide for the communities and for the campaign. 6 Please not that liability insurance will be needed for large Wishing Well events; however estimates for that are not included in the budget.


Evaluation Methods

greenroots communications

Evaluation Methods Objective 1: To increase the number of campus communities in Oklahoma and the surrounding states from four to eight by August 2013.

Evaluation Plan: During a midterm check in, ommunities will email a list of active

members and actives that they excuted. Wishing Well will evaluate the status of the campus communities to determine their success to date. By doing this, Wishing Well can give feedback to the communities and provide helpful tips to enhance the program. At the Wishing Well summit in July, the members of the executive boards will evaluate their successes and failures to date, and revise plans accordingly so they can continue to increase the number of Wishing Well campus communities. Please note that this plan is deliberately designed to evaluate the success of the campus expansion efforts in August 2013, despite the turnover of students that is likely to occur from August 2012 to August 2013. Greenroots wants each campus to be able to monitor sustainability even through the turnover rates of students.

Objective 2: To increase awareness of the water crisis among current college students by 20 percent by August 2013, versus levels at the start of the campaign.

Evaluation Plan: Wishing Well, through a third-party vendor, will conduct a pre-campaign

benchmark survey to determine water crisis awareness among current college students. Please note that the targeted percentage increase in awareness for this goal is subject to change based on results of pre-campaign survey. A post-survey will be conducted in August 2013 to evaluate whether Wishing Well has met the objective. Greenroots realizes that the cost to execute this evaluation method could be extremely high, and therefore not feasible for Wishing Well at this time. If so, alternate evaluation methods would be needed.


Appendix A

greenroots communications

Research Citations Primary: Foster, N. (2012, April 4). Coordinator of UCO Student Organizations. (R. Prince, Interviewer) Focus Group Survey

Secondary: Aschenbrener, C. S. (2010). Can Establishing Partnerships between College Campuses & Nonpofit Organizations Be Mutually Beneficial? South Dakota: Contemporary Rural Social Work. Fehlman, B. (2010). Student Guide to Starting a College Club or Organization. Aultman College Student Life. Jeffrey Milem, M. C. (2005). Making Diversity Work on Campus: A Researc Based Perspective. Association American Colleges and Universities. Kezar, A. J. (2001). Understanding and Facilitating Organizational Change in the 21st Century: Recent Research and Conceptualizations. San Francisco : Jossey-Bas A Wiley Company. Reeves, A. (2007). Handbook for Starting a Student Club. Westminster Campus


Interview Questions 1. What are the steps to becoming a student organization at UCO? 2. Did UCO develop their own guidelines or where these modeled off of another university? 3. What do you think are the biggest challenges facing student organizations? 4. What advice would you give a new student organization?


Focus Group Questions Goals of the focus group: •Gauge what kind of events students enjoy •What student organization structure would work best for students? •How to best communicate and connect with college students •Gauge their thoughts on this generation and issues facing it. 1. Ice breaker question: 2. (3-4mins) What has been your favorite event on campus? (If they are unable to think of one – ask what type of event would they want to see on campus?) 3. (3-4mins) What type of student organization/ group would you most likely join? 4. (2-3mins)What type of organization do think is most beneficial to you and the campus? (i.e social, major related or nonprofit) 5. (5-6mins) What type of volunteer work have you all participated in? What made chose to volunteer with these nonprofits? 6. (3-4mins) What type of volunteer opportunities are available to UCO? (Are students aware of the Volunteer Service Learning Center (VSLC) and the type of programs they offer students?) 7. (2-3mins)How much time would you be able/willing to give to a student organization? What factors go into this decision? 8. (2-4mins) How do you think this generation is different from others? 9. (3-4mins) How do you think this generation becomes inspired? 10. (3-4mins) What do you think the biggest global crisis facing this generation? Follow up question – what do you know about the water crisis? Total of 26 – 36 minutes


Survey Questions The purpose of this survey is to figure out what types of students are involved with what type of student organizations with a certain cause/mission attached to them. 1. Age 2. Gender 3. Type of Student4. Class 5. What medium do you hear about student organizations? 6. What types of events thrown by student groups are you most likely to attend? 7. Are you more likely to attend a student organization event during your class hours or “after� hours? 8. How many student organization events have you attended during last semester? 9. Do attending student org. events make you feel actively involved with your campus community? 10. Are you more likely to attend student organization events that are on campus or off campus?


Survey Findings


Appendix B

greenroots communications

Community Kit Community Guidelines: Wishing Well is so excited that you are interested in starting a Community! When beginning a Community there are a few guidelines that we ask you and your community to follow as you are representing Wishing Well. 1. Educate yourself on the water crisis! We want you to be our local expert in your community and it is vital that you can communicate this crisis correctly. 2. Recruit everyone and anyone you know! Once a community has begun you must begin to bring in those who can continue the organization in years to come. Wishing Well Communities are vital to our success in solving the water crisis and we want your community to play a major roll in this effort. 3. Be prepared to implement the “The Three E Events� if we can assist you with any of these please let us know. 4. When using the official Wishing Well logo please be conscious of what you are putting it on. You are representing an organization as a whole and we want to have a positive image in your community! 5. Be aware of the time commitment. We promise that it will be more than worth it but we want you to know that it will take a commitment from you! 6. Wishing Well has a summer retreat every summer for Wishing Well Community Executive Board members and we want you there! Dates are TBA and will be announced on the Wishing Well website.


Community Kit Advisor Guidelines: Wishing Well recommends the to utilize the following guidelines, that may go beyond your universities requirements, when selecting your communities advisor. This individual will be a vital resource, especially during your first year, and it is important that they have a passion for the position. 1. Do not merely ask a faculty/staff member to be an advisor for their signature. Explain the purpose of Wishing Well and the time commitment that your community will need. This individual should be your biggest supporter! Make them as passionate about the solving the water crisis as you are. 2. Examine their class load/schedule to evaluate whether they will be able to fully support your communities needs. Many Universities require an advisor to be present during evening activities on campus – ensure that the advisor is aware and willing to attend. 3.They should be your advocate: chose someone who will promote your Wishing Well community among fellow faculty and staff as well as in the classroom!


Community Kit Campus Community Events: September: ENGAGE Event – All-Campus Water Fight An all-campus water fight will be held during the month of September to bring students together to kick off the school year and promote the Wishing Well campus community. Buckets, water guns, water balloons, and Slip N’ Slides will be provided by the communities for students to participate in the water fight, but all students are encouraged to bring personal water toys as well. This event is a great way to spark an interest in the minds of students and faculty members to become interested in the water crisis and become involved in the community.

November: EDUCATE Event – Wishing Well Informational Night A spokesperson from the Wishing Well team (either an employee or intern) will host an informational night on campus to better educate students and faculty. This presentation will include the individual speaking about Wishing Well and the water crisis, as well as providing statistics and examples about the everyday struggle. On the day of the event, the Wishing Well spokesperson will be on campus to hand out flyers and promote the presentation.

February: ENGAGE Event – Dive-In Movie The second ENGAGE event will be held during the month of February to start off the spring semester. The dive-in movie is a great way to have fun and get students interested and involved with Wishing Well. The campus communities will provide a screen and movie to watch in the pool on campus (or local community pool), as well as snacks. Members and faculty advisor will be there to share information about Wishing Well and talk to individuals throughout the evening. The engage events are a great way to meet new people and spread the word on the water crisis.

March: EMPOWER Event – Tell One Tell All This event gives the campus communities an opportunity to reach out to their surrounding city and be creative on how to get more individuals involved in Wishing Well and the water crisis. With this, the campus community is encouraged to be creative and partner with one of the local organizations to come up with an event. By getting the outside community involved, the campus communities will be doing their part in spreading the word about the water crisis and empowering others to do the same.


Community Kit 2013 Wishing Well Summit: Wishing Well is excited to announce the first annual 2013 Wishing Well Summer Summit. This event that will bring together all campus community leaders and faculty advisors for a day full of information and idea sharing. The leaders of Wishing Well, as well as a few guest speakers, will be there to talk about the company and provide a great deal of information. There will also be workshops to better educate all of the leaders and provide handouts and brochures with information to take back to the other members of the each campus community. Open discussions will take place for ideas to be exchanged and new ideas to be formulated. All are expected to be in professional attire and come with information on the 2012-2013 Wishing Well campus community year. TO REGISTER: visit the Wishing Well website The website allows everyone to either register online or print off the form and email directly to the Wishing Well offices. Please register as soon as possible to reserve a spot at the 2013 Wishing Well Summer Summit.


Community Kit 2013 Wishing Well Summit Agenda 9 a.m. – Check in 10 a.m. – Welcome address by Ryan Groves 10:35 a.m. – Guest speakers from well established not for profit organizations 12:00 p.m. – Lunch break 1:00 – 3:00 p.m. – Workshops

•Additional handouts will be provided at check-in that will go into further detail on workshops, the rooms, and times.

Room #1

Wishing Well – This workshop is designed to provide faculty advisors and campus community members with a more in depth understanding of Wishing Well. An update on the year will be provided and any questions will be encouraged to be asked.

Room #2

Study of Developing Countries – A speaker will talk about developing countries and the areas of the world that are battling the water crisis. At risk countries will be discussed.

Room #3

2012-2013 Water Crisis Statistics – This is a workshop designed to provide an overview of the current water crisis situation and what the efforts are improving. It will provide individuals a clearer picture of what the efforts are doing.

3 p.m. – Open discussion 4 p.m. – Closing address by Ryan Groves 4:30 p.m. – Additional questions 5:00 p.m. – End of 2013 Wishing Well Summer Summit


Community Kit

Company Overview: Wishing Well: Water for the World is an Oklahoma City based 501(c) 3. Founded in 2006, Wishing Well focuses on using creativity to bring clean water to those in the developing parts of the world. CEO Ryan Groves began Wishing Well in 2006 as a small student organization at Oklahoma Christian University whose purpose was to raise awareness about the water crisis. After travelling to Africa himself in 2008, Groves set out to establish Wishing Well in the nonprofit sector and enhance the group’s role in fighting against the crisis. Wishing Well has the business model that giving $1 will give someone clean water for an entire year. Through a partnership with a sister company, Water4, Wishing Well’s primary focus is to raise funds and awareness about the water crisis as a whole.

The Mission: There are currently one billion people living without access to clean water. Wishing Well’s mission is: To empower communities to use their creative gifts to transform the lives of those in the developing world by bringing healing to those in need of clean drinking water.

The Communities: What sets Wishing Well apart from other water charities is their emphasis among college campuses. Wishing Well has campus communities set up at Yale, the University of Oklahoma, Abilene Christian University, and at Oklahoma Christian University. These communities are encouraged to host events and activities on their campuses to engage students with the Wishing Well group. Events have ranged from rooftop concerts to art shows to water walk events.

The Wells: Wishing Well has successfully funded clean water projects in nine different countries resulting in a direct impact on the lives of more than 35,000 men, women, and children. Their primary areas of focus are in subSaharan Africa. The first well project was completed in Addis Ababa, Ethiopia in 2008. Other countries assisted include Kenya, Uganda, Rwanda, and Haiti.


Community Kit

New Campus Community Questions and Answers 1. How can I start a Wishing Well Community on my campus?

A: [Insert Company Response.]

2. When I need to contact Wishing Well, who should I contact?

A: [Insert Company Response.]

3. Is there a way that people can help besides donating money?

A: [Insert Company Response]

4. Can our advisors be adjunct faculty or just staff members?

A: [Insert Company Response]

5. When our campus group wants to throw an event, will Wishing Well help fund the event or do we raise the funds ourselves?

A: [Insert Company Response.]

6. Can our campus go with Wishing Well to build a well?

A: [Insert Company Response.]

For additional information contact us: E: A: 2501 E. Memorial, Edmond Okla. 73013 P: 1.405.521.2711 H: Mon-Thurs 8-5, Fri-Sat 8-12


Community Kit

FOR IMMEDIATE RELEASE [TEMPLATE] [Name of University] Group partners with Non-Profit Student group is formed to help bring clean water to those who need it

[Insert Dateline]— [University Name] begins a student group that will assist an Oklahoma City based non-profit in bringing clean water to the developing world. There are currently one billion people living without access to clean drinking water around the world. Unclean water causes 80 percent of the world’s diseases and claims thousands of lives every year. Close to 4,500 children die daily from parasites and disease from a lack of clean drinking water. Wishing Well: Water for the World was founded in 2006 by Ryan Groves after he travelled to sub-Saharan Africa and saw firsthand accounts of how the water crisis impacted its people. The organization itself began as a student group and grew to 501(c)3 status. Wishing Well’s vision is to use creativity and community support to raise funds for well projects. They have successfully changed the lives of more than 35,000 people in nine different countries as a result of their clean water projects. By agreeing to start a Wishing Well community on campus, this group will be responsible for several ‘E’ events throughout the semester. These events include a water fight, a dive-in movie night, and other educational events geared towards enlightening [University’s campus/students] about the water crisis. ** **[Greenroots recommends the community starters use this template to write their own press release to send to their campus newspapers. Include details of what students initiated the founding of this community and include quotes from its members. Additional information regarding Wishing Well or the water crisis can be obtained during community establishment conversations with Wishing Well.]


Community Kit Flyers for Community


There are  currently  one  billion  people  living  without  access  to  clean  water.  Wishing  Well’s   mission  is:     To  empower  communities  to  use  their  creative  gifts  to  transform  the  lives  of  those  in  the   developing  world  by  bringing  healing  to  those  in  need  of  clean  drinking  water.    


Community Kit Flyers for Community


A child dies every 20 seconds

80% of all diseases come from contaminated water sources. 70% of the worldâ&#x20AC;&#x2122;s freshwater supply is devoted to agriculture

Nearly 4 million die every year due to waterborne illnesses 1 billion people live without access to clean drinking water

More than 50% of the worldâ&#x20AC;&#x2122;s well projects fail after the first year. A 5 minute shower in America uses more water than someone living in Africa uses in a whole day

2.5 billion gallons of water are used daily to water all the golf courses in the world

The average water weight carried by women & children totals 50 lbs.

Wishing Well: Water for the World

<Name of University> Wishing Well is a student group that will assist and Oklahoma City based non-profit in bringing clean water to the developing world. Wishing Wellâ&#x20AC;&#x2122;s vision is to use creativity and community support to raise funds for well projects. Learn more about the water crisis and Wishing Well at the next meeting. <University Name> :

<Where> <When>


Community Kit Flyers for Community





There are  currently  one  billion  people  living  without  access  to  clean  water.  Wishing  Well’s  mission  is:       To  empower  communities  to  use  their  creative  gifts  to  transform  the  lives  of  those  in  the  developing   world  by  bringing  healing  to  those  in  need  of  clean  drinking  water.    


Community Kit Logos for Community


Greenroots Communications  

Public Relations Campaign for Wishing Well

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