https://www.scribd.

com/doc/249319573/Final-MC-4313-Portfolio

MC 4313 Portfolio
Kelly Kling, 2014

Table of Contents:
Paws Shelter and Humane Society Strategic Communication
Plan Proposal: pg. 2-15
Paws Shelter and Humane Society Media Kit: pg. 16-27
Community Action Inc. of Central Texas Strategic
Communication Plan Proposal: pg. 28-47
Community Action Inc. of Central Texas Press Release: pg. 48
Community Action Inc. of Central Texas Fact Sheet: pg. 49
Resume: pg. 50
Cover Letter: pg. 51

PAWS Shelter and Humane Society

Strategic Communication Plan Proposal

Executive Summary
Every year, millions of animals enter animal shelters in the United States. Of the roughly 8 million
animals that enter a shelter in a year, roughly 6 million are euthanized. It is the goal of the PAWS Shelter
and Humane Society, a Texas no-kill shelter, to save as many animals as possible from this fate. In order
to accomplish this goal, PAWS must raise awareness of the importance of adoption from and donations
to the organization. Without this awareness, services the PAWS Shelter and Humane Society offers such
as adoption, spaying/neutering and animal education that would not be possible.
Our goal for the strategic communication plan is to help PAWS by a) raising awareness of the
importance of considering adoption when choosing a pet, and b) raising awareness of the importance of
donations to PAWS as it is a non-profit that needs funds in order to continue providing its array of pet
services.

Statement of the Problem/Opportunity

The PAWS Shelter and Humane Society in Kyle, Texas is a no-kill shelter that shares a goal with many nokill shelters across the country: decreasing the number of pets euthanized yearly in the United States. As
a no-kill shelter, PAWS faces a steadily increasing capacity strain. The organization is currently in the
process of raising funds to expand with a new facility that will be known as the Hill Country Shelter.
PAWS faces a lack of advertisement for adoption, necessary donations and volunteers needed in order
to accomplish its goals for the Hill Country Shelter and its mission in general. Through promotion of this
organization and its worthy cause, we hope to gain recognition of adoption as an option for those
looking to expand their families with pets and raise part of the funds necessary for the Hill Country
Shelter to start strong.

Situational Analysis
The PAWS Shelter and Humane Society has been in business since the late 1980s and has been a reliable
no-kill shelter since its opening. This organization does not just help place animals into their forever
homes; it assists with adoption information, spaying and neutering, fostering and many other services.
Since PAWS is a no-kill shelter, however, it is often difficult to meet capacity demands. That is why
opening the Hill Country Shelter is such an important opportunity for this organization. Expenses for the
Hill Country Shelter will include, but are not limited to, the following basic needs:

Site grading/storm water prevention: $20,000

Septic ad Sanitation: $80,000
Water well/storage: $30,000
Rain water capture: $40,000
Site electric service: $15,000
Roadway/parking ad walking surface: $35,000
Native landscaping: $15,000

Overall awareness of PAWS and its causes could be improved. First, its name does cause some confusion
because it is similar to that of The Humane Society of the United States. Many have not heard about this
specific shelter. Next, the organizations website lacks a clear mission statement. If more awareness of
this organization and its cause could be raised, we could promote adoption and fostering in addition to
promoting volunteer and donation opportunities for the new shelter.

SWOT Analysis
Strengths

Positive organization history

No-kill shelter
Easily-navigable website
Dedicated employees
Wide variety of available pets

Weaknesses

Opportunities

Varying social media promotion

College student interest
Proximity to Texas State University
campus
Assistance from public relations
student at Texas State University
Promises of New Shelter

No clear, easy-to-find mission

statement on website
Lack of representation in local
media
Lack of a brand to distinguish the
organization from other similar
agencies
Need for funding, volunteers for
new shelter

Threats

Other shelters in surrounding

areas
Lack of advertisement about
volunteer/donation

Background Research
Archives:
http://pawsshelter.org/thank-you-for-amplifying-paws/

For archives, there is record of a campaign from 2013 called Ready, Set, Amplify on the PAWS
website. The campaign apparently helped PAWS to receive 117 donations totaling $8,325. All of
the people and organizations that donated are listed. The list of those who donated is valuable
information because some of them would likely donate to PAWS again.

Mass Media:
https://star.txstate.edu/node/84

For mass media, there is an April 2013 article from The University Star about the way PAWS gets
funding and a dog from the shelter that found a home. This article contains very useful
information for public relations because it displays the organizations good deeds and the need
for donations in order to keep them going.

Internet:
http://www.yelp.com/biz/paws-shelter-and-humane-society-kyle

For internet information, there is a PAWS review page on Yelp. Yelp provides the location and
phone number of the business as well as a link to the organizations webpage. There are also
several varying reviews about peoples experiences with this shelter. This is important
information for the organization because employees can see what customers have said and can
possibly gain information on what they need to improve.

Case Studies:

No case studies are available at this time.

Government Sources:
http://www.humanesociety.org/animal_community/resources/qa/common_questions_on_shelters.htm
l

This government resource provides larger-scale information for the Kyle PAWS shelter. This is
the website of The Humane Society of the United States. The page contains commonly asked
questions about animal shelters. This could potentially be valuable information for the PAWS
shelter in Kyle because it could possibly expose some common misconceptions about animal
shelters and adoption.

Audiences/Key Publics
This project has an array of target audiences with the main audiences being anyone interested in adding
pets to their families and those who generally care about animal welfare that would be likely to
volunteer or donate. Target audiences include:
Families with children
Couples
College students
Former adopters
Past volunteers and donators

Primary Research
We have conducted a survey regarding the publics knowledge of the PAWS Shelter and Humane
Society, euthanasia, and adoption as well as interest in adoption. Nine females and three males
responded to the survey. The survey consisted of entirely open-ended questions, including the
demographic questions, as we wanted participants to feel that they could answer as much or as a little
as they believed necessary. At times, this made drawing conclusions difficult, but it helped participants
feel comfortable with being completely honest in the survey.

Research Conclusions
As represented by Figure 1 in the Appendix, most participants had at least SOME prior knowledge of the
importance of adoption, but its importance is still something that could be more emphasized by the
organization in the future. Those that did have a lot of prior knowledge had recently or somewhat
recently gone through the process, but it is important that those who have not gone through the
process know what it entails so that they can consider it for pet ownership. Further promotion of the
shelter should include adoption statistics and process information.
As represented by Figure 2 in the Appendix, all participants had at least SOME prior knowledge of
euthanasia in the United States. Still, it is important that PAWS keep promoting itself as a no-kill shelter
so the public is aware that PAWS does not participate in this practice and attempts to keep as many
animals alive and safe as possible.
As represented by Figure 3 in the Appendix, most participants had at least SOME prior knowledge of the
PAWS Shelter and Humane Society, but most did not know much about the organizations services
beyond adoption. In the future, PAWS needs promotion of its other available pet services and the fact

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that volunteers and donations make them possible. PAWS can tie in information of the services it offers
and the services it wishes to offer with information about the necessity for the new Hill Country Shelter.
As represented by Figure 4 in the Appendix, most of the participants currently have NO interest in
adopting. If awareness could be raised through social media of the shelters capacity strain, needs, and
goals as well as of the dire situations of some of PAWS animals, we could possibly change this fact. As
the participants ages range from 20 to 26, social media would likely be the best place to target them.
There appears to be a trend of females having more general knowledge of this topic than males, but
since only three males participated in this survey, we cannot accurately make that conclusion at this
time.

Overarching Campaign Proposal

Strategic Communication Goal
The PAWS Shelter and Humane Societys overall strategic communication goal is to spread awareness of
the importance of adoption for saving the lives of animals by opening the new Hill Country Shelter to
extend its animal services beyond what it currently offers.

Theme
Developing opportunities for spreading adoption awareness and the new PAWS facility

Key Messages

The PAWS Shelter and Humane Society is a no-kill shelter and promotes lifelong wellness and
happiness of less fortunate animals.
The PAWS Shelter and Humane Society is in constant need of donations and volunteers in order
to keep doing what it does for the animals.
The new Hill Country Shelter will open many new doors for the organization and make it easier
to keep promoting adoption as the best option!

Communication Channels
Social Media:
Facebook
Twitter
Pinterest

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Web:
Website
http://communityaction.com/
Electronic Media/TV:
KEYE Austin, CBS Affiliate
KVUE Austin, ABC Affiliate
KXAN Austin, NBC Affiliate
Electronic Media/Radio:
KTSW 89.9 Indie
KLBJ 93.7 Classic Rock
KUTX 98.9 Adult Alternative
Print Media:
The University Star
The Mercury
The Record
Austin American Statesman
Daily Tribune
The Austin Chronicle
The Daily Texan
Austin Daily Herald
Non-Media:
Fliers

Objectives, Strategies, Tactics, Logistics, Opinion Leaders

Objective 1: To educate the public on the importance of considering adoption from the PAWS

Shelter and Humane Society as an option for pet ownership.

Evaluation: A minimum of three people learning something about the PAWS Shelter and Humane
Society services that they did not previously know of.
Strategy: Promotion of the shelter and its services through various media.
Tactics/Activities:

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Produce and distribute a flier that promotes adoption and the shelter
Use social media to promote specific animals in need of consideration at the shelter
Create and distribute a feature story relevant to adoption and the shelters other services and
share it on social media
Create a blog and use it to share stories about heart-warming adoption success stories that
would not have been possible without PAWS services

Objective 2: To acquire donations to the PAWS Shelter and Humane Society in order to fund the building
of the new Hill Country Shelter.
Evaluation: A minimum of three people donating to the shelter
Strategy: Promotion of the organization and its needs for the new facility through various media
Tactics/Activities:

Use social media to promote events and opportunities to volunteer or donate to the shelter
Provide easily-accessible links on social media channels to the organizations volunteer and
donation webpage
Use collateral materials and news materials to outline the needs and the goals of the new Hill
Country Shelter

Logistics:

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Expenses:

Posters, Fliers Printing by Texas State University Public Relations Team

Newsletter feature story No expenses
Press Release No expenses
Social Media posts No expenses
Blog No expenses

Staff:

Texas State University Public Relations student, Kelly Kling

Timeline:

Now through December 12th, 2014

Government Opinion Leaders

U.S. Representatives:

Lloyd Dogget (Caldwell/Hays)

Michael McCaul (Fayette/Lee)
Blake Farnthold (Caldwell)
John Carter (Williamson)
Michael T. McCaul (Bastrop)

U.S. Senators:

Ted Cruz
John Cornyn

Texas State Representatives:

Lois Kolkhorst (Fayette)

Tim Kleinshmidt (Caldwell/Austin)
Bill Flores (Lee)
Marsha Farney (Williamson)
Larry Gonzales (Williamson)
Tony Dale (Williamson)
Tim Kleinschmidt (Bastrop)

Texas State Senators:

Glenn Hegar (Fayette/Katy)

Judith Zaffirini (Caldwell)
Charles Schwertner (Georgetown)

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Kirk Watson (Bastrop)

Texas Mayors:

Lee Leffingwell (Austin)

Daniel Guerrero (San Marcos)
Barron Casteel ( New Braunfels)
Todd Webster (Kyle)

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Appendix
Survey
Demographic Questions:
Age
Race
Gender
General location
Student status
Number of immediate family members
Qualitative and Quantitative Questions:

Have you ever heard about the PAWS Shelter and Humane Society?
If yes, do you know what services are offered by the organization?
If no, would you be interested in learning more about the shelter?
Are you interested in getting a new pet?
What do you know about adoption?
Did you know that thousands of animals are euthanized at kill shelters every year?
Would you be likely to consider adoption as an option for obtaining your next dog or
cat?

Detailed Survey Results

Figure 1-Knowledge of Adoption:
7
6
5
4
3
2
1
0
No Prior
Knowledge

Some Prior
Knowledge

A lot of Prior
Knowledge

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Figure 2-Knowledge of Euthanasia:
10
9
8
7
6
5
4
3
2
1
0
No Prior
Knowledge

Some Prior
Knowledge

A lot of Prior
Knowledge

Figure 3-Knowledge of PAWS Shelter and Humane Society:

7
6
5
4
3
2
1
0
No Prior
Knowledge

Some Prior
Knowledge

Figure 4-Current Interest in Adopting:

A lot of Prior
Knowledge

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7
6
5
4
3
2
1
0
No Interest

Some Interest

A lot of Interest

Age Range of Participants:

20-26

Races Listed by Participants:

White, Caucasian, Hispanic, Native American, Mixed, Biracial, Human

Gender Identification of Participants:

9 female, 3 male

General Locations Listed by Participants:

San Marcos, TX, Kingwood, TX, New Braunfels, TX

Student Statuses Listed by Participants:

Full-time, Sophomore, Recently Graduated, Senior, Not Active, Graduated in May 2014

Range of Participant Immediate Family Member Size:

2-10

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PAWS Shelter and Humane Society

Media Kit
Table of Contents:
Blog Post: pg. 17
Press Release: pg. 18
News Story: pg. 19
Feature Story: pg. 20-21
Backgrounder: pg. 22-23
Fact Sheet: pg. 24
Flier: pg. 25
Social Media Followings: pg. 26
Video Link: pg. 27

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Every year, approximately 7.6 million animals enter shelters (aspca.org).

What becomes of the animals? Only 26% of animals are returned to their
owners if they end up sheltered by accident. Some animals stay in shelters for
way longer than they should have to. Sometimes, humans are their only hope.
This is why I urge everyone in the market for a new pet to consider adoption!
Adopted pets can make loyal, loving companions if given that second chance.
As someone who has adopted a dog of the often-chastised bully breed
persuasion, I can honestly say that I have never had a better and more loving
companion in my life. Others have had similar experiences. Check out this story
about an elderly pit finding her forever home!
The PAWS Shelter and Humane Society located in Kyle, TX is a
no-kill shelter that has many dogs and cats of varying breeds and age ranges, so
those in the market for a companion are sure to find what theyre looking for.
Rescued pets can provide that unconditional love that everyone longs for in a
companion.

Image from: nokillcolumbiamo.org

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Contact: Kelly Kling

FOR IMMEDIATE RELEASE

Phone: 225-721-3927

No-kill shelter has wide variety of dogs, cats for adoption

San Marcos, TXThe PAWS Shelter and Humane Society in Kyle has dogs and cats of all ages
available for adoption.
Pet adoption is popular among college students, and Texas State students can acquire a
new companion through the PAWS Shelter and Humane Society just 15 minutes away from
campus. The shelter has puppies, kittens, dogs and cats of varying breeds awaiting adoption.
Adoption prices vary between animals. The first step in the process is to fill out the
adoption application form that can be found on the PAWS website. Potential adopters must
provide demographic, desired pet, past pet and family information.
Those interested in adopting a pet can view available dogs and cats on the website. Pet
pages provide photos and their ages, sexes, sizes, breeds, availabilities and temperaments
among other need-to-know facts.
For more information on pet adoption from PAWS, interested parties can contact the
shelter at 512-268-1611.

###

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Dogs Viper and Piper enter local no-kill shelter in need of

forever homes
By Kelly Kling
SAN MARCOS, TX The PAWS Shelter and Humane Society in Kyle, Texas has dogs and cats of
varying breeds available for adoption and has recently taken in Viper and Piper, Great Pyrenees and
shepherd mixes that need homes.
For those interested in adopting a pet, the PAWS Shelter and Humane Society is an option for dogs
and cats. The available animals vary in sizes, ages, colors, breeds and prices. Sometimes the shelter
takes in animal siblings, as it did with Viper and Piper.
Viper and Piper are six months old and have been at PAWS since Sept. 2. They are large puppies
that are white with some light brown spots. Both puppies are available for adoption and cost $175 each.
Viper and Piper are just two of the large-breed dogs currently at PAWS that are available for
adoption on-site. Robbie, a Labrador retriever and hound mix, is available for adoption from the shelter
as well. Robbie is 1 year and eight months old and has no listed adoption price at this time.
Adopting a big puppy from a shelter is one of the best decisions Ive ever made, said Andrea Pee,
Texas State graduate and owner of an adopted English mastiff. Dutch (the English mastiff) has been the
best pet Ive ever had. Hes like a giant pillow.
Though PAWS currently houses multiple large-breed dogs, it is also the temporary home to some
small-breed dogs. Canelo and Sophie are two chihuahua mixes available for adoption at PAWS. Canelo is
2 years and five months old, Sophie is 3 years and three months old, and each dog costs $140 to adopt.
For more information on these and other adoptable animals at the PAWS Shelter and Humane
Society, interested parties can visit the organizations website: pawsshelter.org.

Viper

Piper

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The PAWS Shelter and Humane Society dedicates attention to

finding permanent homes for dogs, cats
By Kelly Kling
The PAWS Shelter and Humane society in Kyle, Texas is a no-kill shelter that is committed to
helping stray and surrendered dogs and cats of all ages and breeds find loving forever homes
to decrease the number of yearly euthanizations in the United States.
Shelters across the country face the issue of capacity strain because, according to the Humane
Society of the United States, an estimated 6-8 million animals are cared for by shelters each
year. Because animals are steadily moving through shelters, 3-4 million animals are euthanized
each year.
The PAWS Shelter and Humane Society takes its task of decreasing the yearly number of
euthanized animals a step further than just being a no-kill shelter. When people adopt dogs and
cats from PAWS, they are required to sign contracts stating that if they should no longer want
their pets, they will return them to PAWS instead of surrendering them to kill-shelters.
I dont know why people wouldnt take us up on that, said Kirsten Peek, PAWS adoption
counselor.
The former owner of Freckles, a former PAWS cat, signed this contract in order to adopt her
from the shelter when she was a kitten. However, five years later, Freckles was surrendered to
a kill-shelter in Arlington. She was in line to be euthanized before the kill-shelter attempted to
find out if she belonged to someone else.
They scanned her for a microchip and saw she came from us, Peek said. They called us and
told us we had four days to retrieve her, or theyd have to kill her.
The PAWS employees immediately took action to attempt to get Freckles back to the no-kill
shelter. Staff members reached out to the organizations volunteer community and presented
the opportunity to make the trip to Arlington to retrieve Freckles.
Several people came forward and volunteered to make the eight-hour roundtrip to save her,
Peek said.
After a volunteer traveled to Arlington to get Freckles and transport her back to PAWS, Peek
placed her in a new home.
I adopted her out to a new family, Peek said. A real forever family this time, hopefully!

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Another way PAWS helps to keep stray animals off of the streets and out of kill-shelters is
fostering. In addition to adoption counseling, Peek fosters kittens and puppies. Fosters can take
care of animals temporarily until they are placed in permanent homes.
I sit in on the interviews of the animals I foster to make sure that the potential future owners
are good fits, Peek said. My first foster puppy was very hard to part with, but I was glad that I
could help him find his forever family.
Peek has cared for 25 animals since she became a foster. She and other PAWS employees have
helped to place some of the animals in loving homes, but others have not been as fortunate.
Someone dumped a bucket of 24-hour old kittens outside of the shelter in the middle of the
night, Peek said. I was their foster, but being without their mother, I had to bottle-feed them.
Unfortunately, they didnt make it.
It is possible that the kittens Peek worked with had fading kitten syndrome, a condition that can
lead to the sudden death of infant kittens. Peek and other PAWS employees know how to spot
this syndrome and take action to attempt to save the kittens.
Its basically what we would call the cause of the death of a kitten that suddenly has symptoms
such as temperature loss, Peek said. This is especially common when kittens are without their
mothers. Young kittens sometimes are just too weak to survive without them, no matter how
well their fosters take care of them.
Even though animal lives are sometimes lost, Peek and the other employees of PAWS attempt
to do whatever they can to find solutions to the problems animals come into the shelter with.
As a no-kill shelter, PAWSs mission is to ensure that every animal is safe and happy until it finds
a forever home. Peek is passionate about animals and loves working to decrease the number
of innocent animals that end up in unfortunate situations.
I feel like as sad as working in animal rescue can be, it's one of the most fulfilling things I've
ever done, Peek said. Each of my coworkers and volunteers cares deeply for the animals and
it's inspiring to see how hard we all work to save lives contrasted with the carelessness of those
who put them in danger.
Peek said she feels as though the animals lives truly begin at adoption. That is why she works in
the field she does.
The most rewarding part is watching the animals I have fostered, adopted out, or spent any
amount of time with escape the trauma of shelter life and go on to live happily-ever-after in
their forever homes, Peek said.

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Who We Are
PAWS Shelter and Humane Society is a nonprofit no-kill animal shelter located in Kyle.
The PAWS shelter offers low-cost adoption of dogs and cats of varying breeds, sizes, and ages.
PAWS also offers information about spaying and neutering; Emancipet, a low-cost spaying and
neutering and vaccination mobile clinic visits PAWS twice a month and provides these services.
Other services PAWS offers include help with rehoming pets and adoption education, and
PAWS also connects interested parties to resources for dog training and pet boarding. PAWS
relies on donations and volunteers to keep offering these services to the public. As a non-profit,
it is important to advertise these opportunities.

History
The creators of the PAWS Shelter and Humane Society opened the doors of the
organization almost a quarter century ago, and it was originally the county shelter for Buda. The
creators wanted to care for as many stray and abandoned animals of Hays County and Central
Texas as possible. The organization has worked its way from just caring for these animals to
offering the array of services it does today. The organizations goal is to decrease the number of
animals being euthanized in our country.

Issue At Hand
Hundreds of innocent animals are still euthanized every day in the United States.
Adoption is the best way to decrease this number. Many people are unaware that adoption is
an easy and safe process, and that is why it may not be considered. Breeders and puppy mill

23

puppies sold in pet stores are still being considered as options for new family pets while pets at
shelters are also capable of fitting families needs.
PAWS faces a constantly-growing capacity strain, and a generous PAWS supporter has
donated 39 acres of land on which to build a larger facility. The future Hill Country shelter will
be located on Highway 165 between Dripping Springs and Blanco. PAWS hopes to further
expand its services with this shelter; the future goals include having walking trails, a memorial
garden, individual dog runs and training fields. PAWS will need the following funds for basic
water and electric needs for the new shelter:

Site grading/storm water prevention: $20,000

Septic ad Sanitation: $80,000
Water well/storage: $30,000
Rain water capture: $40,000
Site electric service: $15,000
Roadway/parking ad walking surface: $35,000
Native landscaping: $15,000

As with all other PAWS activities and functions, donations and volunteering will contribute to
making these goals a reality.

Conclusion
On behalf of the PAWS Shelter and Humane Society, I would like to thank you for taking
the time to read about our organization. Anyone interested in learning more about the PAWS
Shelter and Humane Society and its services can visit our website: pawsshelter.org.

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Fact Sheet
PAWS Shelter and Humane Society
500 FM 150 East
Kyle, Texas 78640
512-268-1611

Kelly Kling
PR Manager
225-721-3927

The PAWS Shelter and Humane Society

- The PAWS Shelter and Humane Society is a no-kill animal shelter organization that can
assist with the following:
o Animal adoptions
o Adoption education
o Spaying/neutering education
Animals Available at PAWS
- PAWS has dogs and cats of varying breeds available for adoption.
How to View Adoptable Animals
- Interested parties can view adoptable animals by visiting the shelter in Kyle, Texas,
visiting one of the sponsored adoption Petsmart locations in San Marcos or Austin and
viewing the photos and descriptions of the animals on the PAWS website.
Donate
- PAWS would not be able to provide the best possible care for its animals without the
help of donations. Donations fund a range of animal services including:
o Micro-chipping
o Spaying and neutering
o Vaccinations
o Flea and heartworm prevention
-

Those interested in donating can also donate animal beds or vehicles.

Website
- The easiest way to view adoptable animals and learn more about services offered is to
visit the PAWS Shelter and Humane Society website: pawsshelter.org.

25

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Social Media
Facebook:
Paws Shelter & Humane Society
- https://www.facebook.com/pawsshelter
The Humane Society of the United States
- https://www.facebook.com/humanesociety
Austin Humane Society
- https://www.facebook.com/austinhumanesociety
Humane Society International
- https://www.facebook.com/hsiglobal
Instagram:
Paws Shelter & Humane Society
- @pawsshelter
PAWS ANIMAL WELFARE SOCIETY
- @PAWS_ANIMAL_SHELTER
Humane Society Central Texas
- @thehumanesocietyofcentraltexas

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Video Link
https://www.youtube.com/watch?v=O8yxLrKjueY&feature=youtu.be
Script Treatment:
Video will consist of Pixie, a rescue dog, doing tricks: sit, shake, jump, turn around, etc.
-

Different angels for each trick

Setting will be grassy outside area for optimal lighting.

-

Short B-roll of setting/walking Pixie

Tablet-quality camera will be used.

Kellys Voice: SIT. SHAKE. JUMP. TURN AROUND. GIVE ME LOVE!
Cut to Kelly: They will learn tricks, and you will learn to love them more than you ever thought
possible. If youre looking for a lifelong, lovable companion, visit the PAWS Shelter and Humane
Society today!

Shooting Script:
Video:
AERIEL view of Pixie
Camera CUTS between tricks
Grass provides bright background.
CUT to Kellys speech.
Audio:
(natural sounds of the outdoors)
-

Go for louder natural sound at the beginning

(natural sounds of Pixie)

Kellys Voice: SIT. SHAKE. JUMP. TURN AROUND. GIVE ME LOVE!
Cut to Kelly: They will learn tricks, and you will learn to love them more than you ever thought
possible. If youre looking for a lifelong, lovable companion, visit the PAWS Shelter and Humane
Society today!

28

Community Action Inc. of Central Texas

Strategic Communication Proposal
Texas State University
Dec. 3, 2014
Lindsey Byrnes, Danielle Cisneros, Kelsey Copeland, Brittnie Curtis,
Janelle Engelbrecht, Jessica Fleet, Lisa Ghera, Christi Jackson, Taylor Kelly, Kelly Kling,
Maggie Leyenberger, Paitra Pleasant, Jonathan Rodriguez, Mackenzie Steger,
Paige Vaughn, Lacey Vest.
Advisor: Emily A. Ehmer

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Executive Summary
PRIMARY RESEARCH WILL BE COLLECTED IN JANUARY 2015

Statement of the Problem/Opportunity

Community Action Inc. of Central Texas is faced with the lack of a brand for the agency, limited
awareness of its programs and services and a lack of broad community financial support. At the same
time, the organization is embarking on an exciting period of growth in which it is possible to better
position the agency, to promote its programs and to gain financial support for a capital campaign to
build a new facility in partnership with other nonprofit organizations.

Situational Analysis
Community Action Inc. of Central Texas has remained a staple in area during the past 50 years by
meeting early childhood and adult education needs, health and senior services, job training and utility
financial assistance. During its tenure, Community Action Inc. has grown in its reach and serves 11
counties in Central Texas. The recent growth has afforded the organization an opportunity to take the
next step to serve the community by partnering with other nonprofit organizations in order to be
housed together under one roof in a new facility.
Still, a lack of awareness about Community Action Inc. of Central Texas is the result of several factors.
First, the organizations commonly-used name contributes to confusion about its brand. Because many
Community Action Agencies were established through the Economic Opportunity Act in 1964, confusion
about the Central Texas organization remains. Next, Community Action Inc. is often primarily associated
with the San Marcos-Hays County area despite the fact that the organization serves 11 counties and has
facilities throughout Central Texas. Finally, some of the organizations own employees identify
themselves as employees of Head Start or other programs rather than as employees of Community
Action Inc. A lack of awareness about Community Action Inc. of Central Texas in the 11-county area
stems from these same misperceptions with a result that the organization does not have a
distinguishable brand.
The good news is that there are prime opportunities to raise awareness about Community Action Inc. of
Central Texas. The long history of the organization and its ability to remain solvent during economic
downturns is commendable. Community Action Inc.s commitment to serving a large number of
communities in Central Texas is another opportunity for growth not only in awareness but also to raise
financial and volunteer support for the organization. Finally, more opportunities exist in the area of
branding and promoting Community Action Inc. of Central Texas through social media, electronic media
and print media.

30

SWOT Analysis
Strengths

Solid financial footing

Long history of the organization
Few competitors
Established newsletter
Partnerships with other
organizations
Clients who appreciate the
organization
Wide geographic area of potential
audiences and potential
supporters

Weaknesses

Opportunities

Social media, electronic media and

print media in a wide geographic
area
Large area for audience, donor and
media support
Proximity to Texas State University
campus
Assistance from public relations
students at Texas State University
New management at San Marcos
Record
Google ads

Name of the organization

Lack of social media and other
media awareness
Lack of audience awareness of the
organization outside Hays County
Lack of employee awareness of its
own brand
Lack of a brand to distinguish the
organization from other similar
agencies
Need for funding for capital
campaign for building

Threats

Leadership slow to change

Politics and controversial issues
make it a necessity to be politically
correct about some topics
Bureaucratic tendencies typical of
government-related agencies
Other agencies may receive
broader support in other counties
if this organization does not step
up to the plate

31

Background Research
Community Action Inc. of Central Texas

Client Archives
Community Action Inc. of Central Texas is currently celebrating its fiftieth anniversary as a non-profit
organization. Community Action Inc.s website has the phrase Developing Opportunities as the tag line
underneath the name of the organization. The phrase sums up the purpose of the organization.
Underneath is a link that explains the agency is celebrating its 50th anniversary of the War on Poverty.
The website has different sections for all of the different services the agency provides including adult
education, Head Start, utility assistance, senior citizen services, primary health services, and job
training.. The website is organized into sections including: About Us, Services, Stories, and News and
Events. The About Us tab links you to a page where the agency explains is mission, which is to develop
opportunities. It also lists the organizations objectives, with one objective to ensure that all low-income
men, women and children have access to health care. The About Us tab also provides links to the
board of directors, the service area, an organizational chart that shows the ranks of employees, and
what working with Community Action Inc. means.
Our clients mission is to develop opportunities and for people and communities to realize their
potential. The agency offers many services including adult education, Head Start, a variety of health
services, family planning and services for senior citizens. The adult education services assist low-income
adults with the ability to receive a degree. These services include General Education Development
(GED), English as a Second Language (ESL) classes and job training. Head Start is a program that focuses
on early-childhood students and their ability to learn, grow and succeed. In fact, there is a flyer on the
agencys website that provides information about eligibility and services. The health services range from
prescription help to health screening. Additionally, the family planning services provides birth control,
pregnancy testing and other check-ups. Lastly, The senior services provide senior citizens with
opportunities to pursue mutual interests and participate in recreational activities that enhance quality
of life, support independence and encourage continued involvement in and with the community.
Community Action of Central Texas Inc. also is also active in the social media department. The agency
has a Twitter, Facebook and Instagram. The organizations Twitter handle is @CommActionInc which
is updated daily. The tweets mostly contain information pertaining to health, education and community
services. So far the agency has produced 57 tweets, following 89 accounts and has 39 followers.
As for Instagram, the agency does not have many pictures posted because they have not been on
Instagram very long. The agencys Instagram account on has 12 followers, so that number should
definitely increase throughout the duration of this campaign. The Instagram seems very consistent with

32
their brand, promoting the opportunities they present for people to reach their potential. They have a
graphic with their phrase One Family. One Agency an example of what their agency can do for
people. Their latest Instagram post is a picture of a senior man with a teddy bear that he received at
Community Action Inc.

Mass Media
1. http://www.statesman.com/gallery/lifestyles/agustina-mandujano/gCGBx/#4160956
This article from the Austin American Statesman is about a woman named Augustina
Mandujano who has breast cancer. The article discusses her daily struggles, her family life and
her journey as she fights against breast cancer. In October 2013 she received her second

33

2.

3.

4.

5.

mastectomy and hysterectomy, and has still not been able to work. She now relies on the help
of family as well as from Community Action of Central Texas Inc. This article definitely shines a
positive light on the organization and shows the little ways in which they give back to the
community.
http://smmercury.com/2008/06/29/from-community-action-inc-fans-can-hurt-not-help-inextreme-heat/
Community Action Inc. has had an impact on the San Marcos community for years.. This article
was written during the summer of 2008 when Texas citizens were suffering from the heat.
Efforts to beat the heat had serious consequences, but Community Action Inc. stepped in and
assisted low-income families with their utility bills.
http://smmercury.com/2012/06/05/komen-grant-funds-community-action-cancer-program/
In 2012 Community Action Inc. was allotted almost $200,000 to their cancer program from the
Susan G. Komen for the Cure Foundation. The organization assists women who have been
diagnosed with breast cancer by helping them through the health care system. This grant allows
the organization to help three other surrounding counties as well.
http://www.statesman.com/news/lifestyles/health/free-mammogram-resources-1/nRg4f/.
The article lists free local mammogram resources. Community Action Inc. of Central Texas Breast
Cancer Team is listed second. The article states that the team provides education, screening,
diagnosis, case management and more. This is definitely a positive mass media reference to the
agency.
http://www.statesman.com/news/lifestyles/season-for-caring-your-giving-changedlives/nWNgt/
An article from the Austin American-Statesman is titled, Season for Caring: Your giving changed
lives. The story talks about a woman affected by a charity hosted by the paper. It states that
Community Action of Central Texas Inc. is the agency that nominated the woman for assistance
and was attempting to help her find a new mobile home through donations. This is another
positive reference about the company found in mass media.

Case Studies
The Ronald McDonald House Charities for New Mexico Case Study is similar to our clients work because
they are providing programs for families who have ill children with resources that are needed. Primary
programs include a respite room in the hospital, and a house near the hospital that offers overnight
lodging, meals, laundry and much more. Volunteers put on these programs. The volunteers would also
help run the Family Home that is near hospitals where the kids are sick. Some of their duties include:
front desk, housekeeping, and also fundraising ideas to keep the program running. This case study is
similar to the work of our client because it is a non-profit that focuses on the well being of the
community.
(http://www.reimaginingservice.org/sites/default/files/Ronald_McDonald%20Case%20Story_Final.pdf)

34

Internet Sources
The Internet turned up very little about Community Action, Inc. of Central Texas. The only Internet
sources that appeared are newspaper articles, one from 2012 and one from 2014. A sole external social
media post on twitter, occurred in August from Susan G. Komen Austin office about being a community
supporter for the 2014 Hope for the Cure. Supporting another nonprofit is good press, so there is a small
online presence and its good that negative press is absent.
On the website for the Texas Association of Community Action Agencies (tacaa.org), there is a page that
lists the community action agencies in Texas in alphabetical order by headquarter city. Community
Action Inc. of Central Texas is on this list and a link to their website is provided. This is positive for the
organization because it means that Internet searchers have more opportunities to find their website.
Also, we could get ideas from the websites of other community action organizations listed.

Government Sources
A fifteen-member volunteer board of directors governs Community Action Inc. Five members are
publicly-elected officials or their designees. Five are representatives of low-income communities, and
five represent the private sector. Today CAI employs 247 individuals and has an operating budget of
over eleven million dollars.
Community Action, Inc. opened its first Head Start program (one of the first in the nation) in the
community of Kyle in Hays County in the summer in 1965. Since that time, it has grown into a large
integrated health, education, and human services agency that provides a multitude of services across 11
counties in Central Texas. It now operates 14 federal government funded Head Start and Early Head
Start centers in Hays and Caldwell counties. This program is a multi-faceted partnership involving the
federal government, Community Action Agencies, local education resources in Texas, social service and
health organizations. Some of the funding for the agencies comes from the government and much more
comes from donations. Utilizing volunteers is especially important to Head Start because each hour
volunteered for the program counts as $9.00 toward their nonfederal monetary goal. Just one individual
who volunteers for two hours each week can raise $432 in one semester.
San Marcos Electric Utility plan provides assistance to income-qualified families, elderly on a fixed
income, or disabled on a fixed income. The plan is funded by the City of San Marcos. Note that it is
intended only for San Marcos Electric Utility customers.
In 2009, the Texas Department of Housing and Community Affairs (TDHCA) announced a $50,000 award
to help a San Marcos-based nonprofit organization offer an innovative program that will help the areas
low-income residents transition toward greater self-sufficiency.

35
The American Recovery and Reinvestment Act (ARRA) of 2009 commonly referred to as the stimulus
package through the federal Community Services Block Grant (CSBG) Program, previously funded the
program. However, all ARRA block grant services were to be provided on or before September 30, 2010.
Under ARRA guidelines, Community Action Inc.s funding for this initiative ended. The award is under
TDHCAs CSBG Program and represents a portion of the states annual allocation from the federal
government. The department set aside this funding specifically to ensure the continuation of 11 highly
regarded projects previously funded under ARRA CSBG, including the job training program offered by
Community Action Inc. of Hays, Caldwell and Blanco Counties.
Community Action Inc. is a 501(c)3, which means it is a public charity. It receives a substantial portion of
its revenue from the general public or from government. In order to remain a public charity (and not a
private foundation), a 501(c)(3) must obtain at least one third of its donated revenue from a fairly broad
base of public support. Public support can be from individuals, companies and/or other public charities.
Donations to public charities can be tax deductible to the individual donor up to 50 percent of the
donors income. Corporate limits are generally 10 percent. In addition, public charities must maintain a
governing body that is mostly made up of unrelated individuals.
In its 2011 session, the Texas Legislature cut the states family planning program by two-thirds.
Community Action Inc. of Central Texas lost all state funding, causing family planning clinics in Round
Rock and Elgin to close. Now the remaining two clinics in Lockhart and San Marcos are in a precarious
financial situation because they rely almost entirely on funds from the Womens Health Program.

University/Scientific Studies
1. http://libproxy.txstate.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&
db=bth&AN=35052627&site=eds-live&scope=sit
In the Texas State library database there is a study about how a small businesss human
resource department can influence the growth of a particular company. The article
investigated how business growth can increase as a result of proper training and employee
relations within the company. This isnt specific to human services businesses or non-profit
organizations; however, I think the conclusions and studies from this article can be
generalized to a client such as ours because I think all of the findings can be related back to
our client and how good employee relations and training can better the organization.
2. http://libproxy.txstate.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&
db=bth&AN=79301958&site=eds-live&scope=site
Additionally, this article looks at multi-tier system in human services and the different
ways human service organizations and non-profits can collaborate with other groups to
increase their chances of funding and buzz about themselves. The article explains how
important it is for human services to collaborate with others in order to survive and be
beneficial.
3. http://www.prsa.org/Intelligence/PRJournal/Documents/2014WrightHinson.pdf

36
This study, found on the Public Relations Society of America's website under the Public
Relations Journal, Vol. 8, No. 2., discusses how social media is changing the way public
relations is practiced. It found that Twitter and Facebook are the most accessed new
medium for public relations. It also found there is more support for using blogs and other
new emerging social media to strengthen a company's public relations practice. Actively
using various social media can enhance our client's public relations.

Audiences/Key Publics/Opinion Leaders

Community Action, Inc. of Central Texas has a variety of audiences and key publics that will be targeted
in the three objectives that will be established for this project. The project will focus on opinion leaders
such as current and potential donors, business owners, media reporters and editors, government
officials and leaders of other nonprofit agencies. In addition to the above opinion leaders, other key
publics are clients, employees, staff, volunteers and the community at large.

Clients
Employees/Staff
Current donors
Volunteers
Business owners in 11-county area
Media
Government officials
Leaders of other nonprofit organizations
Public

Primary Research
TO BE COMPLETED JANUARY 2015

37

Research Conclusions
TO BE COMPLETED JANUARY 2015

Overarching Campaign Proposal

Strategic Communication Goal
Community Action Inc. of Central Texas overall strategic communication goal is to be an organization
that is widely recognized and visible in the Central Texas area for services that include: early and adult
education, job training, health and senior services, and utility financial assistance.

Theme
Developing opportunities

Key Messages

Community Action Inc. of Central Texas develops opportunities for people and communities
Community Action Inc. of Central Texas encourages people to realize their potential
Community Action Inc. of Central Texas is one family, one agency

Communication Channels
Social Media
Facebook
Twitter
Pinterest
Web
Website
http://communityaction.com/

38
Electronic Media/TV
KEYE Austin, CBS Affiliate
KVUE Austin, ABC Affiliate
KXAN Austin, NBC Affiliate
Electronic Media/Radio
KTSW 89.9 Indie
KLBJ 93.7 Classic Rock
KNCT 91.3 Easy Listening
KUTX 98.9 Adult Alternative
Print Media
The University Star
The Mercury
The Record
Community Impact
Austin American Statesman
Hays Free Press
Llano County Journal
Daily Tribune
The Austin Chronicle
The Daily Texan
Austin Daily Herald
Non-Media
Fliers
Posters

Objectives, Strategies, Tactics, Logistics

Objective 1. To bring together 100 staff members, employees and community members in order to
recognize Community Action Inc. of Central Texas, its staff, employees and volunteers for their 50 years
of service to the organization and to the Central Texas community.
Evaluation: A minimum of 100 attendees, including staff, volunteers and community members, attend
the event. Attendance will be counted by the organizations representatives.
Strategy: Community Action Inc. of Central Texas hosts an All Staff Day / Community Picnic
Tactics/Activities:

39

Produce and distribute a video that communicates Community Action Inc. of Central Texas
mission to help people realize their full potential.
Design and distribute posters that promote All-Staff Day near relevant places (ex. Schools,
health care facilities, other non-profit organizations, etc.).
Use Twitter, Facebook and Instagram to promote the event using hashtags and links effectively.
Compose a media release and distribute it to area newspapers, television stations and radio
stations.
Send an informative email to staff, community members, local-businesses and other non-profits.
Create and distribute a feature story relevant to the event and include it in the newsletter and
email.
Design and distribute invitations to key opinion leaders and government officials in San Marcos
and surrounding communities.

Logistics
Expenses:

Video Camera and editing donated by Texas State University Public Relations Team
Posters, Fliers Printing by Texas State University Public Relations Team
Newsletter feature story No expenses
Press Release No expenses
List Serve Invitations No expenses
Social Media posts No expenses

Staff:

Community Action Inc. of Central Texas Staff, Employees, Volunteers and Texas State
University Public Relations Team

Timeline:

Now through October 25, 2014

Objective 2: Raise $3,500 from potential donors for programs and gain community awareness for
Community Action Inc. of Central Texas.
Evaluation- Reaching the $3,500 goal.
Strategy: Planning and hosting a crawfish boil
Tactics/Activities

40

Use Twitter, Facebook and Instagram to promote the event using hashtags and links effectively.
Design and distribute posters that promote the crawfish boil near relevant places (ex. schools,
health care facilities, other non-profit organizations, etc.).
Host pool tournament
Media
o Radio, Commercial, advertising the crawfish boil
o Create Press release or press release kit (spices and bibs with advertising on it)
o Use Twitter, Facebook and Instagram to promote the event using hashtags and links
effectively.
Donors
o Direct mailing campaign- email, telephone calls
o Use Twitter, Facebook and Instagram to promote the event using hashtags and links
effectively.
o Design and distribute posters that promote the crawfish boil near relevant places (ex.
schools, health care facilities, other non-profit organizations, etc.).

Logistics
Expenses:

Posters, Fliers Printing by Texas State University Public Relations Team

Press Release No expenses
Press kit Printing and spices expenses
List Serve Invitations No expenses
Social Media posts No expenses

Staff:

Community Action Inc. of Central Texas Staff, Employees, Volunteers and Texas State
University Public Relations Team

Timeline:

Now through March 21, 2015

Objective 3: To raise funds from potential supporters to build a new facility that houses Community
Action Inc. and three other related organizations.
Strategy 1: To inform the media about the capital campaign in order to reach potential donors
Tactics/Activities

Press release
Use Twitter, Facebook and Instagram to promote the event using hashtags and links effectively.
Produce and distribute a video that communicates Community Action Inc. of Central Texas
mission to help people realize their full potential.

41

Email list serve

Logistics
Expenses:

Video Created by Texas State University Public Relations Team

Press Release No expenses
List Serve Emails No expenses
Social Media posts No expenses

Staff:

Community Action Inc. of Central Texas Staff, Employees, Volunteers and Texas State
University Public Relations Team

Timeline:

Now through June 2015

Strategy 2: To educate the public about the capital campaign

Tactics/Activities

Generate and distribute literature (informative pamphlet or PDF, newsletter)

Participate in local charity events
Host fundraising events to generate awareness
Press release
Social media posts about campaign
Tweak informative video to cater to public
Add a donate button to their website so anyone can donate money with one click

Logistics
Expenses:

Video Created by Texas State University Public Relations Team

Press Release No expenses
Literature No expenses
Social Media posts No expenses

Staff:

Community Action Inc. of Central Texas Staff, Employees, Volunteers and Texas State
University Public Relations Team

Timeline:

Now through June 2015

42
Strategy 3: To inform potential and current donors or sponsors about the need for funds through a
comprehensive capital campaign
Tactics/Activities

Direct mail solicitation (for current donors)

Email list serve
Social Media
Have the Executive Director speak at internal and external events, radio shows, put a face to the
name
Coordinate a luncheon for all four organizations to come together
Tweak informative video to cater to donors
Start a crowdfunding campaign
Add a donate button to their website so anyone can donate money with one click
Create Pinterest boards for various programs offered and brand image

Logistics
Expenses:

Video Created by Texas State University Public Relations Team

Press Release No expenses
List Serve Emails No expenses
Social Media posts No expenses
Luncheon Expenses for Community Action Inc.

Staff:

Community Action Inc. of Central Texas Staff, Employees, Volunteers and Texas State
University Public Relations Team

Timeline:

Now through June 2015

GOVERNMENT OPINION LEADERS

U.S. Representatives

Lloyd Dogget (Caldwell/Hays)

Michael McCaul (Fayette/Lee)
Blake Farnthold (Caldwell)
John Carter (Williamson)
Michael T. McCaul (Bastrop)

43
U.S. Senators

Ted Cruz
John Cornyn

Texas State Representatives

Lois Kolkhorst (Fayette)

Tim Kleinshmidt (Caldwell/Austin)
Bill Flores (Lee)
Marsha Farney (Williamson)
Larry Gonzales (Williamson)
Tony Dale (Williamson)
Tim Kleinschmidt (Bastrop)

Texas State Senators

Glenn Hegar (Fayette/Katy)

Judith Zaffirini (Caldwell)
Charles Schwertner (Georgetown)
Kirk Watson (Bastrop)

Texas Mayors

Lee Leffingwell (Austin)

Daniel Guerrero (San Marcos)
Barron Casteel ( New Braunfels)
Todd Webster (Kyle)

44

Appendix
Community Action Inc. of Central Texas Survey

1. Have you heard of Community Action Inc. of Central Texas? Please choose one answer only.
a. Yes
b. No
2. Based on the name of this organization, what type of services and programs do you think the
agency offers to the community?
___________________________________________________________________________
_________
3. Can you name a program that is a part of this organization?
a. Yes
b. No
c. Please list program(s) ______________________________________________________
4. If yes, how would you rate the value of this program(s) to the community?
Please circle only one with 1 being no value at all and 5 being great value.
No valueLimited value

Some value

Above average value

Great value

5. Are you aware of Community Action Inc. of Central Texass annual crawfish boil at Zelicks
Icehouse?
a. Yes
b. No
6. If so, do you plan on attending?
a. Yes
b. No

7. Would you be interested in an alternative meal other than crawfish?

a. Yes
b. No
c. If Yes, please list an entre preference_____________________________________

45

8. Would you be willing to pay more for your pound of crawfish at the boil if the additional cost
was a donation to Community Action Inc. of Central Texas?
a. Yes
b. No
c. Undecided
9. What activities would you be interested in participating in at Community Action Inc. of Central
Texas crawfish boil at Zelicks Icehouse? Please circle all activities in which you and your guests
would participate:
a. Pool tournament
b. Live music
c. Raffles
d. Silent auction
e. Cake walk
f. Games for children
10. On a scale of 1-5, how likely are you to donate to fund a new facility that would house
Community Action Inc. of Central Texas and three other nonprofit organizations with 1 being not
at all and 5 being definitely. Please circle one only.
Not at all

Maybe

Somewhat Likely Very Likely

Definitely

11. Do you think a new building would help Community Action Inc. of Central Texas better serve the
community? Please choose one only.
a. Yes
b. No
c. Undecided
Why or why not?_____________________________________________________________

12. Would you be willing to be contacted by email after completion of this survey?
a. Yes
b. No
c. If yes, please print your email address:____________________________________

46
Please circle or fill in the following information:

Age range
Please circle only one of the following:
o
o
o
o
o

18 years of age or under

19 25,
26 35
36 50
50 and over

Ethnicity
Please circle only one of the following:
o
o
o
o
o
o

African American
Asian,
Caucasian
Hispanic
Native American
If other, please
identify______________________________________________________

County of residence
Please circle only one of the following:
o
o
o
o
o
o
o
o
o
o

Bastrop
Blanco
Burnet
Caldwell
Fayette
Gonzalez
Hays
Lee
Llano
Williamson

Your gender:
o

________________________

The number of people in your household:

47

________________________

Your highest level of education you have achieved. Please circle only one of the following:
o
o
o
o
o

Primary
Secondary,
Some college
College graduate
Post graduate

Your
occupation____________________________________________________________________________
__

Are you a student?

o
o

Yes
No

Thank you for participating in Community Action Inc. of Central Texas Survey. We appreciate your input!

Please contact us at cbelver@communityaction.com if you would like more information about

Community Action Inc. of Central Texas, or if you have questions about our survey.

48

Contact: Texas State University Public Relations Team

FOR IMMEDIATE RELEASE

Phone: 225-721-3927

Local community action organization to hold third fundraiser crawfish boil

By Kelly Kling
San Marcos, TXTo celebrate its 50th year of service, Community Action Inc. of Central Texas
will hold a fundraising crawfish boil in March 2015.
Community Action Inc. of Central Texas is an organization located in San Marcos that is
dedicated to helping people of all ages in the community. The organizations mission is to help people of
the community realize their potential through services such as head start education, adult education,
utility assistance and primary healthcare services.
The crawfish boil, which will be held March 5, 2015 from 4-7 p.m., will be the third annual event
of its kind. Attendees will be able to enjoy a plate of crawfish, corn and potatoes for a minimum
donation of $10 to the organization. The crawfish boil will be held at Zelicks, an indoor and outdoor bar
on Hopkins Street.
I think good food is a great way to get people to donate to such a worthy cause, said Jessica
Fleet, Texas State University public relations student. I am looking forward to supporting this
organization.
For more information on Community Action Inc. of Central Texas, the upcoming crawfish boil
and opportunities to donate and volunteer, visit the organizations website: communityaction.com.
Links to the organizations Twitter, Instagram and Facebook are available in the upper right corner of the
website. Interested parties can also contact the organizations central office directly at 512-392-1161.

###

49

Fact Sheet
Community Action Inc. of Central Texas
101 Uhland Road, Suite 107
San Marcos, TX 78666

Texas State University Public Relations Team

PR Manager
225-721-3927

Community Action Inc. of Central Texas

- Community Action Inc. of Central Texas is a non-profit organization dedicated to helping
the people of our community, from children to adults. Services provided by the
organization include, but are not limited to:
o Adult education
o Head-start education
o Senior citizen services
o Primary health services
o Family planning services
o Prescription assistance
- Mission: Community Action develops opportunities for people and communities to
reach their potential.
- In 2015, Community Action Inc. of Central Texas will celebrate 50 years of service to the
community.
Website
- Those interested in Community Action Inc. of Central Texass services, success stories,
careers, events and more can visit the organizations website: communityaction.com.
- Ten success stories are available for interested parties to read on the organizations
website under the Success Stories tab.
- Links to the organizations Twitter, Instagram and Facebook pages are provided in the
top right corner of the website.
Volunteer and Donate
- Volunteers and donations help Community Action Inc. of Central Texas to continue
providing its services to the people of our community. Interested parties can acquire
information on helping out under the Give Back tab on the organizations website.
Contact
- To speak directly with a member of the Central Action Inc. of Central Texas team, call
the organizations central office at 512-392-1161.
- Executive Director: Carole M. Belver

50

Kelly Kling
1111 Avalon Avenue Apt. 2213
San Marcos, TX 78666
knk11@txstate.edu
225-721-3927

OBJECTIVE
My objective is to obtain employment with an organization in which I can utilize my excellent writing,
editing, and communication skills.

EXPERIENCE
Student Learning Assistance Center, Writing Tutor Aug. 2013-Present
-

As a writing tutor at Texas States Student Learning Assistance Center, I help students with
grammar, organization of ideas, and citations in many types of academic papers. My experience
tutoring has strengthened my ability to communicate with many types of people.

Beckhams Cube: Overcoming Anxiety and Depression, Contributing Editor April 2013-Sept. 2014
-

As the contributing editor for Beckhams Cube: Overcoming Anxiety and Depression, I helped the
author, Michael Beckham, with a variety of tasks. I edited the book for grammar and helped
Michael organize and title the chapters. I gained valuable experience editing in a professional
setting through this project.

The University Star, Copy Desk Chief Assistant/Copy Editor Sept. 2012-May 2014
-

As a copy editor and the assistant to the Copy Desk Chief for The University Star, I edited stories
for factual accuracy and grammatical correctness according to the Associated Press Stylebook,
as well as the local style of the newspaper. My experience as a copy editor has strengthened my
group cooperation skills as well as my writing and editing skills.

EDUCATION
Texas State University C/O 2015
Major/Minor: Public Relations/Sociology and Writing

RELEVANT COLLEGE STUDIES AND SKILLS

Courses: Visual Communication, Professional Writing, Rhetoric Writing, Writing for Mass Media, Writing
for Public Relations, Media Law, Fundamentals of Digital and Online Media, Public Relations Research
Methods
Skills: I am outgoing and excellent at working with many different types of people. My writing and
editing skills are natural and have been tailored to the world of media by my college studies and
experiences.

HONORS, AWARDS, AND MEMBERSHIPS

Bobcat Bond Peer Mentor, Sept. 2014-Present
Acceptance into Texas State University Honors College, Sept. 2014
Acceptance into International Deans List Society, Sept. 2014
Texas State Womens Choir, Aug. 2012-May 2013

51

Kelly Kling
1111 Avalon Avenue

225-721-3927

San Marcos, TX 78666

knk11@txstate.edu

October 29, 2014

To whom it may concern,

My name is Kelly Kling, and I am a student at Texas State University. I will graduate with a Bachelors of
Science in Public Relations with minors in writing and sociology in May of 2015. I am very interested in
obtaining an editing position with Austin Monthly upon graduation.
Throughout my undergraduate career, I have acquired a great deal of experience that has contributed to
my editing skills. I was a copy editor for The University Star for two years, during which time I wrote
headlines for stories and edited them for grammar and factual accuracy. I have also been a writing tutor
at Texas States Student Learning Assistance Center for fourteen months, and my job entails helping
students organize a vast array of writing assignments and assisting them with grammar and flow.
In addition to my jobs, from April of 2013 to September of 2014, I was the contributing editor for my
former professor Michael Beckhams book, Beckhams Cube: Overcoming Anxiety and Depression. I
edited the book for grammar and helped Michael organize and title the chapters. This project provided
me with experience editing in a professional setting, and I am able to do so efficiently while meeting any
necessary deadlines.
I am confident that my education and experience will make me a valuable part of the Austin Monthly
team. I work well with others and have excellent writing and communication skills. I will take any
opportunity with enthusiasm, which I believe is a vital part of being a team in such a fast-paced city.
Thank you for taking the time to read my letter. I can be reached at 225-721-3927; I hope to hear from
you soon.

Sincerely,

Kelly Kling