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Chapman University
Vanessa Banuelos
Crystal Chou
Audrey Marshall
Nicole Riedman
Kate Westervelt
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Table of Contents
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Introduction..........................................................................................................................4
Client Fact Sheet..................................................................................................................6
Executive Summary.............................................................................................................7
PART I: Campaign Plan....................................................................................................8
Background..........................................................................................................................9
Situation Analysis...............................................................................................................11
Core Problem/Opportunity..................................................................................................13
Goals and Objectives..........................................................................................................14
Key Publics.........................................................................................................................15
Message Strategies.............................................................................................................19
Strategies and Tactics.........................................................................................................21
Communication Confirmation Table..................................................................................24
Calendar.............................................................................................................................29
Budget................................................................................................................................34
Evaluation Criteria and Tools.............................................................................................36
Recommendations for Future Client Actions.....................................................................38
PART II: Support Materials and PR Tools....................................................................39
Copy Outline: Billboard.....................................................................................................40
Billboard............................................................................................................................42
Copy Outline: Brochure.....................................................................................................44
Brochure.............................................................................................................................47
Business Card.....................................................................................................................49
Copy Outline: Direct-mail Postcard...................................................................................50
Direct-mail Postcard..........................................................................................................53
Copy Outline: Fact Sheet...................................................................................................55
Fact Sheet...........................................................................................................................57
Copy Outline: Feature Release..........................................................................................58
Feature Release..................................................................................................................61
Invitation............................................................................................................................64
Copy Outline: Newsletter...................................................................................................65
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Newsletter..........................................................................................................................68
Copy Outline: News Release.............................................................................................72
News Release.....................................................................................................................75
Copy Outline: Pitch Letter.................................................................................................77
Pitch Letter.........................................................................................................................80
Copy Outline: Public Service Announcement...................................................................82
Public Service Announcement...........................................................................................85
Copy Outline: Special Event..............................................................................................87
Special Event.....................................................................................................................91
Appendix...........................................................................................................................92
Mission Statement..............................................................................................................93
Research Summary.............................................................................................................95
Preliminary Identification of Publics ................................................................................96
Preliminary Identification of Resources.............................................................................97
Research Bibliography.......................................................................................................98
Hands&Hearts
Introduction
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Hands & Hearts for Arts is a not-for-profit organization founded in 2000 by Dr. Ana
Jimenez-Hami in the Orange County city of Santa Ana. Originally called Orange County
Childrens Therapeutic Arts Center, Hands & Hearts for Arts was created to offer various art programs as therapy to children with special needs, health, mental, and emotional
problems. Families within the community recognized the value of HHA and were willing to donate their time and service to help the organization develop. The organization
has since grown to offer services to all children and have a number of after-school art
programs from painting and dance to performing arts. The mission of Hands & Hearts
for Arts is to empower youth and their families, including those with special needs or
who are at risk, to reach their fullest potential through comprehensive multicultural and
multilingual art-based programs. This mission has been carried out in numerous success
stories of children that have grown into well-rounded successful adults.
Grant restrictions, lack of professional volunteers, and donor decline are constant concerns for Hands & Hearts for Arts. It relies heavily on donors and grants to keep the programs running and the current state of the economy has caused unease about the future.
HHAs clientele is growing rapidly, subsequently creating the need for more space. A
larger building is on the horizon, which may be acquisitioned for less because of the recent real estate crisis. A fundraiser is in the near future to help raise awareness of the centers activities, as well as creating excitement within the community of Orange County.
A childrens place to create evolved as the theme for our campaign because Hands &
Hearts for Arts main focus is the children. Families and donors are key in facilitating
the changes desired for the children and for the center, however, children are the heart of
what HHA is all about. We targeted families because they are the ones who get involved
and help reinforce the new behaviors their children learn while at the center. Donors
make it possible for children to continue to grow and prosper through generous donations
of goods and services. They pick up where government funding has left off.
We recommended a name change from Orange County Childrens Therapeutic Arts Center to Hands & Hearts for Arts for several reasons. Initially, we thought the organization
was focused on helping children with special needs because of the word therapeutic in
Hands&Hearts
Introduction (cont.)
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the title. While this is part of the centers client base, they have grown to offer services to
all children and we thought their name should reflect that expansion. This will also help
them receive a larger variety of government grants. Updating the centers logo and promotional materials to reflect a more current, lively representation of the centers mission
and services was on our list of public relations efforts. Our new logo has been implemented throughout this campaign to illustrate the change desired by the client.
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Mission
Organization
Facility
Programs
Services
Hours of
Operation
Participants HHA serves over 1,00 students and their families on a yearly basis.
Fee
Determined on an individual basis.
Schedule
Volunteers Varies from month to month. The center welcomes volunteers and can
always use help. Most volunteers are family members of students or college interns.
Board of
Dr. Anaida Colon-Muniz: Chapman University, Education Professor, CA
Directors
Assoc. of Bilingual Education; Felipe Heras: Parent Representative, DPS
President, Document Processing Solutions Inc.; Lesly Seaby: Marriage
and Family Therapist; Dr. Ana Jimenez-Hami: OCCTAC, Founder & Executive Director, Chapman University, Part-time faculty School of Education; Silvia Rosa Hernandez: Parent Representative, SEIU Service Employees International Union; Nilo E. Lipiz: Santa Ana College, Dean of
Instruction & Student Services; Maria Garcia: Santa Ana Unified School
District; Donna Smith: Visual Artist; Luisa Ruiz: Santa Ana College, Student Services; Vinicio Lopez: Santa Ana College, Adult Education.
"TheheHE CHILDREN'S PLACE TO CREATE
Hands&Hearts
Executive Summary
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Hands & Hearts for Arts is an Orange County based nonprofit organization that focuses
on the development of children through art. Founded in 2000 by Dr. Ana Jimenez-Hami,
HHAs strives to empower youth and their families, including those with special needs or
who are at risk, to reach their fullest potential through comprehensive multicultural and
multilingual art-based programs. Its tagline, The childrens place to create reflects the
importance placed on allowing children to grow and explore their talents in a safe place.
Goal: To increase financial support while reshaping Hands & Hearts for Arts reputation
into one that serves all children, not just special needs children.
Objectives:
Change the name of the organization so that it properly reflects its service.
To successfully purchase a new facility in the heart of Santa Ana.
To increase the amount of philanthropic support.
Hire administrative staff by April 1, 2009 for the new facility
Create new publications, like brochures and flyers.
Gain new family participants.
Gain even more press and publicity through reporters and press releases
Key Publics:
All children within the Orange County community.
Parents and families of children within the Orange County community.
Current and potential donors.
Strategy: Raise awareness with current, past and potential donors about current events at
HHA, as well as information on how they can contribute to the organization.
Hold a large event with performances and exhibitions by the children of
HHA that will inspire potential donors and current donors to donate.
Meet with potential corporations to suggest purchasing the building for
HHA, or to contribute a significant part in purchasing the building.
Have donation information available at all times at the check-in counter.
Strategy: Raise awareness of the existence of HHA with low-income, ethnic minority
parents and the media.
Continue issuing press releases of current HHAs news to major local
newspapers in Orange County, as well as local Spanish print media.
Keep an updated list of events on the HHA Web site and blog.
Host a special fundraising event for the children, their families and donors.
Total Budget for Campaign: $3,920
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Background
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The use of art for therapeutic means first appeared in Austria in 1900 through the art
educator Franz Cizek who focused on the expression of children through art. Art therapy
was applied to those with mental health problems in 1922 through Hans Prinzhorn, who
published, Artistry of the Mentally Ill (Gates 109). However, it was not until the 1930s
that the United States first began to take notice of the field of art therapy (Agell 8). Margaret Naumburg, an American educator, advocated the use of art therapy over psychotherapy in treating patients and established the practice as a discipline in the United States
(Cane). In 1942, Adrian Hill coined the phrase art therapy as he turned to his art in his
recovery from tuberculosis (Gates 109). Hill later developed institutional support for art
therapy as a profession (Hogan 28). Judith Aron Rubin published the leading textbook
on childrens art therapy in 1978, which continues to serve as the premier reference for
art therapists (Rubin). Founded in 1969, the American Art Therapy Association today
represents approximately 4500 members nationwide (American).
The field of art therapy continues to flourish around the world today. It appears in various disciplines, including programs for Alzheimers patients, children, war veterans, and
those suffering emotional traumas or other emotional difficulties (Farooqui). As reported
in NPR, Eduardo Carrillo released a documentary in 2003, Little Voices, which uses
childrens art as a form of therapy to expose their perspective on the war in Columbia (Ellis).
Orange County hospitals began incorporating art therapy into their programs in 2002,
although other organizations in the area utilized art as therapy earlier (Liddane). In 1988,
the Alzheimers Organization started its Memories in the Making Arts Program which
allows patients with brain disorders to elicit memories through art (Lewis).
Founded in 2000 as the Orange County Childrens Therapeutic Arts Center by Dr. Ana
Jimenez-Hami through grant funds, the now Hands & Hearts for Arts was created to
offer various art programs as therapy to children with special needs, health, mental, and
emotional problems (Orange). The organization was well received by the community as
demonstrated through the willingness of parents to bring their special needs children to
the program. Hands & Hearts for Arts first offered arts and music classes free of charge,
and later instituted music therapy programs.
"TheheHE CHILDREN'S PLACE TO CREATE
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At least a dozen other organizations in the Orange and Los Angeles counties provide
similar services to Hands & Hearts for Arts. Los Angeles The Art of Elysium has a
long list of well-known celebrities attached to its name and hosts more events. Laguna
Niguels Art and Creativity for Healing and Los Angeles Free Arts for Abused Children
provide almost the exact services as Hands & Hearts for Arts, with Free Arts being one of
the centers longest-running competitors, being established in 1977. The VH1 Save the
Music Foundation, based in Los Angeles, poses a high threat to Hands & Hearts for Arts
because of its widespread recognition across the nation.
Clearly, Hands & Hearts for Arts faces a long list of competition throughout Southern
California, but distinguishes itself from its competitors by being the first therapeutic arts
center in Orange County to offer comprehensive multicultural and bilingual curriculum
and arts programs.
According to USA Today, approximately 37 percent of all United States hospitals offer alternative treatments, including music and art therapy (Gill). This displays a trend
toward patient-centered care that focuses on the mind and spiritual needs of the patient,
as opposed to only the physical.
However, on Sept. 10, 2008, the Task Force on Community Preventative Services reported that some therapies, including art, play, and drug therapies, were not proven to be
effective in reducing depressive, anxiety, or post-traumatic stress disorders (Many). This
could negatively affect a patients tendency to pursue art therapy as a treatment. For example, the future of the organization remains at threat in its ability to acquire or maintain
members or funds. Businesses may not want to invest in the organization because of the
declared decline in effectiveness as art therapy, a fundamental aspect of Hands & Hearts
for Arts. As a result, the center may not be able to sustain its services due to a lack of
funds to bankroll the programs.
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Hands&Hearts
Situation Analysis
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Today Hands & Hearts for Arts is a year-round collection of art and therapy programs
that is dedicated to bringing change to their community. Their focus is helping children
and their families from all walks of life to prosper and lead more successful and fulfilled
lives. HHA is proud to offer diverse programs of painting, dance, music, drawing, sculpting, performing arts and education. While most programs in our geographic area concentrate on one area of art, our center teaches an array of arts for children with various
needs. We not only accommodate children with special needs, but also typical children
and at-risk children as well. It is important for different types of children to learn from
each other (Jimenez).
Founded in 2000, HHA serves over 1,000 children from in and around the Santa Ana
area. Programs for the entire family cost as little as 30 dollars per month or if the family cannot afford the fee, we encourage them to volunteer their time in exchange for our
services. It is important for the parents to get involved in what their children are doing
(Jimenez). HHA also partners with the local schools to provide after school programs
and art classes. Aside from government grants, partnerships with public schools are a
major source of income for the center.
One issue that HHA faces is a need for more professional volunteers. They are in desperate need of marketing help (Jimenez). They also need to update everything from
brochures and flyers, to our name (Jimenez). The word therapeutic in the name of the
organization prevents them from receiving grants for performing arts because the government assumes that they are a not-for-profit focused only on children with special needs.
While they did start out with that focus, they have grown in the last eight years to encompass all children and their name should reflect that evolution.
Another concern for all not-for-profits is the economy. Despite a host of troubling economic signals, charitable giving rose slightly last year, according to estimates from the
Giving USA Foundation. But there are signs that those trends could give way to a decline
this year (Strom).
The banks are failing fast. But more interestingly the people are withdrawing their
money from Banks and keeping it home. Wachovia finally went down. Citibank is forced
"TheheHE CHILDREN'S PLACE TO CREATE
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by the Feds to take over the North Carolina bank as a caretaker of a failed bank (Jamna).
This is causing a decline in charitable donations among the middle class. Also, the families that attend HHA are tightening their belts because of this recent economic slump so
they are not able to pays their dues to the center.
HHA also needs more space. They have reached capacity in the building they are renting
and are in the market for a larger facility. They need a fundraising committee to organize an event so that they are able to buy a larger building. They need to find a way to
become known outside of Orange County and reach generous contributors that believe in
the changes we are making (Jimenez). There is a need for more media and event coverage so the organization can get noticed.
12
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Core Problem/Opportunity
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If Hands & Hearts for Arts does not raise awareness as an organization that serves normal
and at-risk children in addition to the special needs children it currently serves, it will
fail to acquire necessary operational funding for non-therapeutic programs and for future
physical expansion.
13
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Goal:
To increase financial support while reshaping Hands & Hearts for Arts reputation into
one that serves all children, not just special needs children. We wish to expand awareness
of everything Hands & Hearts for Arts has to offer Orange County families.
Objectives:
Change the name of the organization so that it properly reflects its service
by the end of November 2008
To successfully purchase a new facility in the heart of Santa Ana by Jan. 1
2009
To increase the amount of philanthropic support by 25% by the opening of
the new facility
Hire administrative staff by April 1, 2009 for the new facility
Create new publications that accurately display the full potential of the
new Hands & Hearts for Arts facility by spring of 2009
Gain new family participants, from average, at risk and special needs
families. An increase of 20% by August 1, 2009
Gain even more press and publicity through reporters and press releases
by Jan. 1, 2009 for the start of the New Year and new facility
14
Key Publics
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Influentials: Children, other families served, staff, teachers, employers, school board,
local government officials, church leaders, donors, extended family, therapists and healthcare professionals.
Key public: Local college students
This public is of interest because they have some interest in working for nonprofit organizations, or more specifically in arts therapy or with special needs children. This public
looks for organizations that will be of help to their future, either by providing work experience or means of volunteerism. This public has fluctuating conceptions of the nonprofit
industry and can be useful to the future of the center if provided a positive experience.
This public is credible because it is able to communicate with children on personal levels
because similar to siblings in age. This public can serve as mentors to children, both in
school and life. This public works well in group atmospheres, encouraging cohesiveness
with staff and generation of fresh ideas.
Self-interests: Job opportunities within Hands & Hearts, volunteering, self-fulfillment,
experience with children, hands-on learning, teaching aspect, business aspect, and networking.
Influentials: Professors, guidance counselors, internship advisors, family, friends, and
industry leader such as therapists, artists, or philanthropists.
Key public: Local artists
This public is vital to this campaign because it includes leaders, teachers and professionals in the arts industry. In addition, this public constantly looks to establish stronger
community ties and to find potential donors, which the Hands & Hearts can provide. This
public has seen the cut backs affecting arts education in public schools and wants to keep
arts opportunities available for children. This public would aid the center through teaching, fundraising, and donating time. This public can readily share its experiences and art
pieces, establishing credibility among the children and families served in the center. This
public has the potential to produce inspirational heroes and adult mentors for children at
Hands & Hearts for Arts.
"TheheHE CHILDREN'S PLACE TO CREATE
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18
Message Strategies
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Strategy: Inform potential donors about the benefits of giving to Hands & Hearts for
Arts.
Compile and research a list of potential corporate donors based in the local
Orange County area.
Schedule meetings with the presidents or executives of potential corporate
donors.
Send pitch letters to president or administrative members of potential
corporate donors of why they should support Hands & Hearts for Arts
and how their donation can benefit not only Hands & Hearts for Arts, but
them as well.
Send brochures to potential corporate donors.
Send packages of information, including a well-developed fact sheet, to
potential corporate donors.
Strategy: Encourage current donors to continue giving to Hands & Hearts for Arts.
Hold a donors event honoring all current donors.
Send out thank you cards and certificates of recognition made by the chil-
dren, thanking past donors for donating. This will also include an envelope
for the option of donating more.
Send out a monthly newsletter of recent and future events and the progress
of Hands & Hearts for Arts to all past donors with an envelope attached to
donate more.
Strategy: Raise awareness of the existence of Hands & Hearts for Arts with low-income,
ethnic minority parents.
Continue issuing press releases of current Hands & Hearts for Arts news to
major local newspapers in Orange County, as well as local Spanish print
media.
Encourage families currently served to bring in new families by word-
of-mouth by hosting a Bring a Friend day and holding more per
formances and showcases done by the children.
Hold free entrance events that involve the local community.
Keep an updated list of events on the Hands & Hearts for Arts Web site
and blog.
"TheheHE CHILDREN'S PLACE TO CREATE
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Update the Hands & Hearts for Arts Web site and blog to be more user-
friendly.
Run PSA on local networks, specifically major Orange County networks
such as KOCE as well as Spanish-speaking networks, informing the public
about the existence of Hands & Hearts for Arts and available programs.
Create a billboard informing the public about programs available at Hands
& Hearts for Arts.
Strategy: Recruit English and Spanish-speaking volunteers from outside of the organization as well as from within.
Contact local colleges and universities and offer internship opportunities.
Contact art-interest clubs and organizations at local colleges, universities,
and high schools and coordinate volunteer events.
Contact ethnic-interest clubs and organizations at local colleges, universi-
ties, and high schools and coordinate volunteer events.
Create volunteer sign-up sheets available at the check-in counter.
Strategy: Recruit English and Spanish-speaking teachers and administrative members in
the local Orange County community.
Contact local colleges and universities and inform them about the exis-
tence of Hands & Hearts for Arts and recruit for potential teachers and
administrative members.
Create interest within current interns and volunteers to work for Hands &
Hearts for Arts full-time.
Create empathy within current families to inspire them to work for Hands
& Hearts for Arts full-time.
Place employment ads in the local newspapers and online job search Web
sites, i.e. craisgslist and monster.
Strategy: Raise awareness with current, past and potential donors about current events at
Hands & Hearts for Arts, as well as information on how they can contribute to the organization.
Hold a large event with performances and exhibitions by the children of
Hands & Hearts for Arts that will inspire potential donors and current
donors to donate.
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Objectives
1. Raise
awareness
of existence.
Strategies
Influentials
24
-Issue press
releases to English, Spanish,
and Vietnameselanguage print,
television, and
radio media.
-Word of mouth
through fundraising and
recruiting.
-Hold local, free
entrance events.
-Update news
and events on
blog and Web
site.
- Make blog
user-friendly to
communicate
-Run PSAs on
local television
networks aimed
at minority
families
-Create
bilboard.
Tactics
for
AR TS
Hands&Hearts
Objectives
1. Inform
potential
donors
about
benefits of
giving.
Strategies
Sister or parent
company, competitors in the
philanthropy
niche, community leaders, local government
officials, school
boards, parents,
employees,
children.
Influentials
25
-Research and
develop list
of potential
donors.
-Schedule
meeting with
executives of
companies.
-Send pitch letter, brochure,
and media kit,
including fact
sheet.
Tactics
for
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Hands&Hearts
Objectives
1. Encourage to use
services
and to give
back to organization
(monetarily or with
time).
Strategies
Influentials
26
-Host event
honoring all
parents.
-Thank you
cards and
certificates of
recognition for
hard working
parents.
-Include envelope for future
donations.
-Mail out
monthly newsletter of recent/
future
Tactics
for
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Hands&Hearts
Objectives
1. Publicize
personal
growth
and career
opportunities.
Strategies
Professors,
guidance
counselors,
internship advisors, family,
friends, leaders
in teaching,
therapy, or arts
industries.
Influentials
27
-Contact
colleges for
internship
opportunities
available.
-Contact artinterest dubs
and organizations; host
coordinator
event.
-Create volunteer signup sheets
available at
the check-in
counter.
Tactics
for
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Hands&Hearts
Objectives
1. Gain
interest
in teaching and/or
volunteering at the
center.
Strategies
Friends, school
board, local
government officials, donors,
industry leaders, teachers,
family, own
children, young
students.
Influentials
28
-Contact local
schools, businesses, galleries, studio for
recruitment.
-Create interest
and empathy
from mailings
and phone
calls.
Tactics
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Calendar
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The whole calendar that we have designed for Hands & Hearts for Arts is planned around
our Special Event, to take place on Saturday, March 21, 2009. The News Release is to
contact media concerning the occurrence of the event, and will be sent to local mediums
two weeks before the event. The direct mail piece is sent to families currently served and
will inform them of our decision to change the organization name. The brochure and fact
sheet will be started on immediately, so that our name change is consistent throughout
all literature that is available for pick-up at our center, and also be ready and avilable at
our special event. The pitch letter will be used after the event, as we plan to increase our
donor list through the event. Planning for the special event will begin in January, two and
a half months prior to the event, allowing ample time to make all the preparations needed
for the day of.
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Calendar (cont.)
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for
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Calendar (cont.)
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Calendar (cont.)
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Calendar (cont.)
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Budget
for
Item Description
Press Release
Write in-house
Distribute via E-mail
Translation services
(Spanish/Vietnamese)
Subtotal
E-mail blasts (with news updates)
Distribution
Subtotal
Postcard (direct-mail)
5x7, four color, high gloss printing
Postage
Subtotal
Pitch letter distribution
Write in-house
Distribute via E-mail
Subtotal
Brochure (direct-mail)
8.5x11, tri-fold, four color printing
Postage
Write in-house
Translation services (Spanish)
Student photographer fee/expenses
Student graphic designers fee
Subtotal
Fact sheet (in media kit)
Distribute via E-mail
Subtotal
Special Event (75 guests)
Hand-delivered invitations in
envelopes (4x6, bi-fold, four-color
printing)
0
0
$100/hour
$0
$0
$300
$300
N/A
$0
$0
500
500
$0.14
$0.42
$70
$210
$280
N/A
N/A
0
0
$0
$0
$0
750
500
N/A
2
1
1
$0.19
$0.42
0
$100/hour
$250
$250
$140
$210
$0
$200
$250
$250
$1050
N/A
$0
$0
250
$0.40
$100
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Budget (cont.)
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Item Description
Location (center facility)
Save the Date E-mail
Sound system rental, with operator
Food and refreshments
o
Donated baked goods
o
Appetizers/light food
o
Refreshments (soft drinks,
water, lemonade)
Rental equipment
o
Round tables
o
Chairs
o
Linens
o
Glasses
o
Flatware
Volunteer photographer
Special Guest: Local artist
Decorations (by children,
volunteers)
Follow-up thank you cards
o
4x6, bi-fold, four color
printing
o
Postage
Subtotal
Quantity
1
250
1
Total Estimate
$0
$0
$1000
20
75
75
0
$5
$1
$0
$400
$100
10
80
10
80
80
1
1
N/A
$10
$3
$10
$0.25
$2/setting
Donated
Donated
Donated
$100
$240
$100
$20
$160
$0
$0
$0
75
$0.67
$50
75
$0.27
$20
$2290
$3920
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Objective 1: Change the name of the organization so that it properly reflects its service
by the end of December 2008.
Evaluation tools:
Create an awareness survey of the organization and the services it provides
now. Distribute this on January 1, 2009. Compare that survey to a survey
done on April 1, 2009 once the name has been changed.
It is important to include services in the survey to ensure that people un-
derstand what the newly-named organization does.
Objective 2: To successfully create awareness of the need for a new facility in the heart
of Santa Ana by February 1, 2009.
Evaluation tools:
Conduct surveys from December 10, 2008 through January 10, 2009 that
depict the awareness level of the people on the need for a new facility.
On April 1, 2009 send out a second survey that will show the awareness
level of the community, for a new facility after efforts have been made to
inform the community.
Objective 3: To increase the amount of philanthropic support by 25% by the opening of
the new facility.
Evaluation tools:
Create a spread sheet to keep track of the money being raised by philan-
thropists for the 2008 year. Compare it to the amount of financial support
brought in from 2007.
Create a second spread sheet at the end of 2009 that compares 2008 phil-
anthropic money raised to the 2008 year, and so on until the actual
opening day.
Objective 4: Create awareness of the need to hire administrative staff by April 1, 2009
for the new facility.
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Evaluation tools:
Conduct a survey on December 10, 2008 that depicts how aware the com-
munity is of the need for an administrative staff within the organization.
After months of awareness tactics are complete, take another survey on
February 10, 2009 that will tell whether the communitys awareness levels
of the need for new administration have gone up.
Objective 5: Create new publications that accurately display the full potential of the new
Hands & Hearts for Arts facility by spring of 2009.
Evaluation tools:
Host focus groups on January 5, 2009 that will review the layout and con-
tent of newly designed publications such as brochures and fliers.
Send out mail surveys on February 5, 2009 with a packet of the newly
designed publications. These surveys will reflect the communitys opinion
on the new publications.
Objective 6: Increase new family participants, from average, at risk and special needs
families, 20% by August 1, 2009.
Evaluation tools:
Create entry surveys that will measure the total number of new partici-
pants by their key demographic.
Generate graphs and charts that will help visualize the expansion of new
participants.
Objective 7: Gain even more press and publicity through reporters and press releases by
Jan. 1, 2009 for the start of the New Year and new facility.
Evaluation tools:
Collect news clippings, reports and feature coverage and compare the total
number to the previous year.
Create a revised press contact list by December 31, 2008 and compare it to
the contact list from the previous year.
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In addition to the suggestions outlined in the campaign, we suggest the following future
additional actions for Hands & Hearts for Arts.
Hiring more administration to lessen the strain upon the centers directors.
An assistant for Dr. Ana Jimenez-Hami would allow more time for the
centers director to network with other Orange County philanthroic
groups and sponsors.
Hosting an annual fundraiser
Consistently updating all of the organizations publications
Sending out monthly digital newsletters to current donors which would
include children success stories, news, and other updates from the center.
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Hand & Hearts for Arts will create a billboard that will target parents within the Orange
County area. The secondary public will be children. The main tagline is Future Picasso. Next to the copy is a young boy with a bright, ear-to-ear smile. The message implies
that our programs help kids achieve greatness in the arts.
The action we are trying to create is that parents will sign up for the programs Hand &
Hearts for Arts provides. Also, we want our second public, the children, to ask their parents to sign them up. We will instill in them a desire to achieve and take part in the arts.
The billboard, or billboards, if we choose to continue use in the future, will hold a strong
message that communicates to the parents self-interests. Parents tend to want their child
to grow and excel in all areas of life. Our billboard communicates that Hand & Hearts for
Arts will meet that desire. It even suggests that our programs will go above and beyond
the call of duty. Hand & Hearts for Arts is not just an after school program, its where any
child can expand their creativity. This message appeals to the parents self-interest.
The primary message states that each child will flourish within our programs. The billboard projects the idea that all kids are welcomed and they will expand on their given
abilities, no matter what they might be.
The other primary message is for parents to sign up. On the billboard is a web address
that can be used as a way for parents to get their children involved. Billboards must
remain simply, the fewer the words the more straight forward the message. Drivers only
have a second or two to see, read and comprehend the message. Instead of saying the
who, what and where to signing up, we simply placed a link to get all the information.
This also creates a little bit of curiosity and parents are bound to visit the site just to gain
more info.
The layout is simply but speaks volumes. The color scheme is black and white with a
dash of color on our logo only.
Hand & Hearts for Arts will aim to have the new billboard up by January 1, in time to
start the New Year and move into our new building. Again, by posting the billboards
at the start of the New Year, we gain one step more towards increasing our enrollment
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number and donations. Placement of the billboard will be off the 22 freeway coming into
Santa Ana, where the new and old facilities are located.
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Key public: The brochure is intended to target potential Hands & Hearts for Arts donors,
including local businesses.
Secondary publics: It will also provide basic background information regarding Hands
& Hearts for Arts for local college students and artists who may be willing to donate their
time.
Action desired from public(s): The main action desired from potential donors to the
organization is the donation of funds, volunteer efforts, or the proposal of sponsorship
opportunities.
How that action ties to the key publics self-interest: The potential donors will be
interested in donating either funds, in-kind donations, volunteer support, or the proposal
of sponsorship opportunities to gain visibility in the community as a philanthropic business and community leader and gain a favorable perception from nonprofit leaders and
the community.
Primary message: Hands & Hearts for Arts is a credible, professional, and established
childrens arts organization in Orange County.
Secondary messages:
Mission statement and vision
Brief overview of history of the organization
List of programs offered
Benefits of the organization to the community
Primary message: Hands & Hearts for Arts has built connections with established and
respected organizations in the community.
Secondary messages:
List of past and current donors and partnering organizations
Testimonials/quotes from past and current donors and volunteers
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Primary message: Hands & Hearts for Arts is open to forming new relationships with
local businesses and volunteers.
Secondary messages:
Brief overview of how businesses/volunteers can get involved or
make a donation
Contact information
Third-party influentials and how they will be used: Testimonies and quotes from past/
current donors to Hands & Hearts for Arts as well as those from children and parents
involved in the organization will be used to build confidence in the worth of the organization in the minds of the potential donors and volunteers.
Proposed cover title and cover copy: The Hands & Hearts for Arts title as well as the
theme of the childrens place to create, and the copy, help to create colorful lives,
will be on the cover of the brochure.
Proposed cover photos/art: The Hands & Hearts for Arts logo and photo of a child enjoy himself at the center will decorate the cover of the brochure.
Method and timing of distribution: The brochures will be designed as direct-mail
pieces and mailed to local businesses, including past, current, and potential donors, in
Orange County during the start of the new fiscal year, which begins on Jan. 1, 2009. The
brochures will also be part of a counter display at the reception desk of the center for current volunteers and parents starting in December. Bundles of brochures will be distributed to local colleges and art studios during the start of the new school term, beginning at
the end of January.
Brochure size and paper: The brochure will be printed on both sides of 8.5 x 11 paper
in a landscape orientation and tri-folded. The paper stock will be high quality, with a
glossy finish.
Print quantity and number of colors: 750 four-color brochures will be printed.
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Other art to be used (other than cover): Photos of children utilizing and participating
the various programs of the center will be included, as well as pieces of art created by
children in the center.
Timeline/deadline: January 15, 2008
46
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47
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Through sponsorships donations of funds, inkind donations, or volunteer support, Hands
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How to Help
Hands&Hearts
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Business Card
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2215 N. Broadway
Santa Ana, CA 92607
(714) 547-5468
handsandheartsforarts.org
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We have the opportunity to work with several aspiring artists in the Or-
ange County community that would love to mentor children at Hands &
Hearts for Arts.
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Other art to be used (other than cover): Picture of the new building, picture of an interacting class, picture of recent fundraiser, picture of involved parents or volunteers.
Timeline/deadline: Must be mailed by January 23, 2009.
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Direct-mail Postcard
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For the past eight years, you have been our inspiration to
create positive programs for children in Orange County.
Your support and volunteerism has made us focus on what
is important, providing a safe and welcoming environment
for every child that uses our services.
(714) 547-5468
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Method and timing of distribution: The fact sheet will be distributed immediately to
various businesses and organizations throughout Orange County and the surrounding
area. The fact sheets will be distributed on Dec. 1, just in time for the holiday season to
begin and the New Year to arrive, when businesses are more apt to donate. The fact sheets
will come in the form of media kits, involving various art tools which will deliver an
artistic feel to the overall message.
Follow-up: Thank you cards, along with a newly designed brochure, will be sent out to
all donors for their support.
Finished size and paper weight: Typical 8 x 11 on nice quality paper. Cream color
with some form of childrens art on it. Heavier than regular paper.
Print quantity and number of colors: Hundreds will be printed and colors will be black
and white with just logo color variation. A four color print.
Timeline/deadline: For Dec. 1. release to increase donations for the new facility and
other expanding opportunities. Deadline will be before the new doors open. Once the new
facility is up and running the fact sheet will be changed to meet the facility information.
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Upcoming Events
Who We Serve
Where Do Donations Go
Programs We Offer
Our Goal
Fact Sheet
Hands and Hearts for Arts
2215 N. Broadway
Santa Ana, CA 92607
Phone: (714) 547 5468
Hands & Hearts for Arts, formally Orange County
Childrens Therapeutic Arts Center, was founded in 2000
by Dr. Ana Jimenez, to provide a nonprofit organization
that combined therapy and arts to help children expand
their creativity.
Hands & Hearts for Arts was formerly
known as OCCTAC but is no longer limited to just
therapeutic arts. The organization hosts children from all
walks of life, not just special needs and at risk children.
Secondly, Hands & Hearts for Arts is in the process of a
purchasing a larger facility in Santa Ana to accommodate
the growing numbers of children.
Hands & Hearts for Arts serves over 1,000 children
and youth per year. We serve surrounding Orange County
families, youth and young adults.
Any donation, whether it is financial, of your time or of
your resources, goes directly into the childrens program
funding, facility maintenance, and top notch faculty and
staff.
Hands & Hearts for Arts offers a wide variety of programs ranging from dance classes such as hip hop, to
painting, technology, music, and performing arts. It is
through generous donations that we are able to offer such
a wide variety of creative activities.
To empower youth through artistic training, and building
self-esteem, confidence and leadership in a nurturing and
creative environment.
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Specific media to receive story: Orange County Register, Los Angeles Times, OC Family, Orange Coast Magazine, Aliso Laguna News, Balboa Beacon, Beach Cities Style,
The Capistrano Dispatcher, Coast Magazine, Garden Grove Journal, Huntington Beach
News, Ladera Times, Laguna Beach Coastline Pilot, Laguna Beach Independent, Laguna
Journal, Location 3, Metro Evening News, OC Metro, Orange County Voice, San Clemente Times, and San Clemente Journal.
Follow-up with media: Phone and telephone confirmation of receiving pitch letter and
story. Observe comments on Web site article and letters to the editor.
Timeline/deadline: Story must run by the third week of January 2009 because it will be
coincidental with the mailing of our direct-mail piece, which highlights the name change
to Hand & Hearts for Arts.
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Dr. Jimenez-Hami reminded me that I had talent that far exceeded the arts, and OCSHA
will help me reach my goals of graduating from college and starting a career.
Today, Rivera is studying psychology at Chapman University in Orange, Calif. on an academic scholarship. A visit to Olive Crest, an organization that provides services and care
to abused women and children in Santa Ana, sparked Riveras interest in the field.
I have never taken my experiences at Hands & Hearts for granted, said Rivera. I teach
four classes a week, piano and music theory. The center is so much more than a learning
center, it is a family, she said. Its not unusual to see parents, including my mom, cook
for a fundraiser. We take care of each other and share in the memories the kids make on a
daily basis.
Rivera is an inspiration to the community of Hands & Hearts for Arts, said Jimenez-Hami.
Martha is a beautiful example of every childs capabilities through a healthy arts education, said Jimenez-Hami. She is proof that regardless or race, class, or health, art is an
expression of life and living.
Seeing her in the community, with a passion to help others at the expense of her free
time makes me proud that Hands & Hearts is a dynamic environment, she continued.
We can never stop giving.
Hands & Hearts for Arts, formerly the Orange County Childrens Therapeutic ARTS Center, is a Santa Ana-based non-profit organization that combines the arts, academics, and
creative therapies in afterschool programs for children of all backgrounds. Founded in
2001, the center has served over 1,000 children, working off the generosity of volunteers,
grants and private donations.
In addition to her busy schedule, Rivera is an active participant in the choir and church of
Our Lady of Guadalupe Roman Catholic Church. Her work in the church further developed her interest in public service.
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I planned on serving as a missionary for one year, said Rivera. Despite the knowledge
I have acquired in school and church, witnessing poverty and violence will strengthen me
and give me the wisdom to help those who need someone to turn to.
Above Riveras bed hangs a bird created out of wire, a piece of sentimental art and
thanks.
Whatever the future has in store for me, Im ready, said Rivera. The possibilities are
endless. Whether it be working for the United Nations or Hands & Hearts for Arts, I
know I will always be a thankful person.
For more information on Hands & Hearts for Arts, please visit www.handsandheartsforarts.org or call (714) 547-5468.
-Words: 669
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Featured child create sympathy with the current and past donors, and
makes aware the good that the center is for the children. They will
then want to give to the center, so that the children can continue to benefit
from the center, and feel good about it.
Calendar of events current and past donors are made aware of the up-
coming events, encouraged to attend them, and to see what the center has
to offer. This will make them want to donate to the center so that they can
benefit from the self-reassurance of giving to a good cause.
Regular programs offered this lets current and past donors know what
kind of programs are offered at the center and the need for more
programs and space as the center is growing. They will the donate
to provide for more teachers and a bigger building the means for children
to learn in a more efficient and fun environment.
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hibitor -- with local offices in Tustin -who read about the center in an OC
Register article last month.
The exhibitor, Coastal International,
installs booths at trade conventions
and works with Michael Musical Instruments, based in Brazil. The companies work together every year
at the NAMM Show in Anaheim, a
massive music-merchant exhibit, and
store loads of instruments locally
after the show ends in January.
The instruments are displayed at the
show. Afterward, typically, they are
stored until sold. These just didnt sell.
In This Issue
Hills Donation
(this page)
Thriller
(page 2)
Featured Student
(page 2)
Featured Art
(page 3)
Programs Offered
(page 3)
Calendar of Events
(page 4)
Bob Hill of Coastal International reads a thank you poster made by the children at
the center. Photo courtesy of The Orange County Register.
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PAGE 2
ArtsWatch
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ArtsWatch
PAGE 3
Programs We Offer
Programs programs programs
Days days
Days days
Days days
Days days
Days days
Days days
Days days
Days days
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PAGE 4
ArtsWatch
Calendar of Events
Event event event
Date
Date
Date
Date
Date
Date
Date
Date
Date
Date
Date
Date
Date
Date
Date
Date
Date
Date
Date
Date
Date
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Key public: Current, past, and potential donors in the local Orange County community
Secondary publics: Current families served at the center, and potential families that can
benefit from the programs offered
Action desired from public(s): Current past, and potential donors The story will create
empathy within the key public and inspire them to give and donate to the cause. Current
and potential families The story will inspire the secondary publics to take part in an effort to revive the arts.
How that action ties to the key publics self-interest: The key public donating and giving to the cause will make them feel like they have done something good in the world.
The secondary publics will be able to participate in a spreading of the arts, and allow their
children to get great arts education at a welcoming organization.
News hook: Hands & Hearts for Arts is holding a special event to fundraise for a new
building.
Proposed headline: Hands & Hearts for Arts Plans for a New Building
Proposed lead: Hands & Hearts for Arts is hosting a special event in order to fundraise
to acquire a new building.
Primary message: Hands & Hearts for Arts is holding an event to raise money in order
to acquire a new building to offer its programs
Secondary messages:
Date and time of event: Saturday, January 24, 2009 at 1 p.m.
Venue of event: Current center
The event will include childrens performances, an art show, a couple of
guest speakers and a speech by Dr. Ana Jimenez.
Snacks and refreshments will be served at this event.
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Primary message: The center is currently growing fast and needs a bigger space to offer
their programs.
Secondary messages:
Quote from Dr. Ana Jimenez describing the current condition of their
meeting area.
Statistics demonstrating the rapid growth of the center
How many rooms are available for the children to learn in and the number
of classes and meetings that go on every day
Primary message: Hands & Hearts for Arts is fundraising to acquire a new building for
their center.
Secondary messages:
Prospective, past and current donors will be invited to attend the event
The guest artist will be donating art that will be auctioned off at this event.
All proceeds will benefit the acquisition of the new building.
A table will be set up at the event with informed representatives for inter-
ested donors to get more information or to donate.
Third-party influentials and how they will be used: A local well-known artist will be
invited to speak at the event. Dr. Ana Jimenez will be speaking at the event, and will also
be quoted in the release
Proposed photos/figures/art: A photograph of the children performing at the event.
Method and timing of distribution: E-mail news release two weeks before the event
Specific media to receive release: Local Orange County and Los Angeles County newspapers, magazines, and broadcast TV news stations.
Follow-up with media: Call mediums that release has been sent to and re-pitch the story
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Timeline/deadline: Press release written three weeks before the event. Press release
proofread, edited, and sent to mediums two weeks before the event, which will take place
on Saturday, March 21, 2009.
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of the local community, in hopes to receive significant donations that will help them in
their objective. Prominent Mexican artist Rubin Ortiz-Torres donated pieces of his own
art to be put up for auction, and will also be speaking at this event. All proceeds from the
auction will go towards fundraising efforts.
###
For more information on this event, please contact Ana Jimenez at (714) 547-5468 or
reception@occtac.org.
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Key public: Potential donors and volunteers for Hands & Hearts for Arts
Secondary publics: Low-income, ethnic minority parents in Orange County, who may
not be aware of the benefits of the center
Action desired from public(s): The targeted publics should become aware of the services and benefits of Hands & Hearts for Arts be inspired to become involved with the
organization through donations, in-kind donations, or volunteer support.
How that action ties to the key publics self interest: Local businesses and volunteers
will want to become involved with the organization because of its contributions to the
well-being of the community and because it offers the businesses a chance to increase
their visibility in the community as philanthropic companies.
News hook: Local businesses support and encourage the artistic growth of the youth in
the community and value the center as a contributing organization to the wellbeing of the
community. Their donations and support help to fund the growth of Hands & Hearts for
Arts.
Story headline: Local businesses help to raise a creative and educated youth in the
community
Story lead: Hands & Hearts for Arts will host an interactive event for local businesses on
Jan. 24, at 2 p.m. The donations received at the event will help to fund the centers new
building which will better accommodate the variety of programs offered.
Primary message: Hands & Hearts for Arts provides beneficial services to the community as a learning and therapeutic environment for youth and their families, that schools
today can not offer.
Secondary messages:
Quote from 10-year-old member, Leslie Ramirez, who reflects that budget
cuts at her school have eliminated the available art and music classes, and
that she can now receive these programs at Hands & Hearts for Arts
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Primary message: Involvement in the programs at Hands & Hearts for Arts has contributed to an increase in the academic success of its members and their families.
Secondary messages:
Anecdote concerning 10-year-old member, Leslie Ramirez, who improved
her grades from Cs to As since participating in the centers programs.
She has improved her focus and ability to interact with fellow students and
decreased her tendency to get into trouble
Anecdote concerning Daniel Alvarez, parent of 6-year-old Elsa, an autistic
student of the center, who has seen an improvement in the ability of her
daughter to perform everyday tasks. The center has also allowed
him to take computer classes to learn Microsoft programs, which
will improve his resume.
Primary message: Hands & Hearts has built strong relationships with schools and businesses in the community, who acknowledge the need for an improvement in the centers
facilities.
Secondary messages:
List of partnering schools and organizations with Hands & Hearts for Arts
Reference to Fieldstead & Company as a current partnered/supporting busi
nesses
Quote from Dr. Raymond R. Ross, former chairman of youth services for
Kiwanis Club of Santa Ana, who supports the centers programs and the
benefits they provide to the community, but acknowledges the centers
expansion and its need for more support and room
Quote from Veronica Solares, volunteer member of the Parents Commit
tee, who mentioned that the current building in which the center operates
has reached capacity.
Third-party influentials and how they will be used: Testimonials and quotes from past
donors or volunteers and from parents of children who attend the center will be used to
provide a human face to the center and make it more personable. The testimonials will
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add credibility to Hands & Hearts for Arts as an established and contributing organization
in the community.
Proposed photos/figures/art to accompany story: Photos of children participating in
the organizations programs (painting, playing instruments, etc.); photo of volunteers
interacting with children at the center
Method and timing of distribution: Pitch letter will be emailed and mailed to media
sources, depending on their preference, at the beginning of January with the intention that
the story be published by the end of January or start of February, which coincides with
the start of the fiscal year and new school term.
Specific media to receive pitch: Local Orange County newspapers, including the Orange
County Register and the Los Angeles Times (Life, Local, and Business sections) and
other smaller newspapers, OC Family, Orange County community newsletters, local radio
stations
Follow-up with media: The pitch letter will be followed with a phone call notifying the
media contact of the letters arrival. Interviews with current volunteers and donors and
participating families will be offered to the media contacts.
Timeline/deadline: February 28, 2009
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We hope that you are interested in this story and are able to attend the event. For your
convenience, we have included some background materials on Hands & Hearts for Arts
and a brochure detailing our programs. If you choose to cover the story, be sure to bring
a photographer as there will be valuable photo opportunities. Children from the center
will sing and their artwork will be auctioned off. Please feel free to contact me for more
information. Thank you for your consideration. We look forward to having you as a
guest at our event.
Sincerely,
Dr. Ana Jimenez-Hami
Founder and Executive Director
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Primary message: Donations and volunteers are always welcomed and appreciated.
The center in understaffed and needs more volunteers to participate and organize various
activities.
Secondary messages:
Dr. Ana Jimenez will explain that the center runs primarily off grants,
donations and volunteers.
At the current time, the center is hoping to acquire a new, larger building
because the programs are expanding and so are the number of families that
come to the center.
The montage will also show volunteers interacting with the children so
potential volunteers can see how much fun it is to work with the different
children at the center.
Primary message: Community involvement is vital, both in community business,
schools, and parents. When the community gets involved, thats when we build strength
within each other.
Secondary messages:
In the PSA, we will show a wall with plaques of past and present donors
and businesses that support the center.
Dr. Jimenez will discuss the after school programs available and special
tutoring for all subjects, not just art.
Also shown in the montage will be children interacting with their parents
at the center, showing them drawings or taking a bow after a dramatic
performance.
Third-party influentials and how they will be used: There will be testimonials available on the website, which viewers will be directed to. When they clique on about us,
there will be a link of past donors and their quotes. I dont want to include it in the PSA
because it will be too much. I want to focus on the children and showing what the center
is about.
Production format and length: Video recording, 120 seconds.
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Production quantity: We will make about 20 copies to send out to the various channels.
We may be able to use email to transmit the video instead of making copies.
Specific media to receive spot: Local Orange County news stations, Los Angeles news
stations, San Diego news stations, public access channels and it will be posted on the
website.
Follow-up with media: Will call each news stations that we sent the PSA and follow-up,
answering any questions they may have and find out if they are interested in doing a story
on the center or putting our video on their news program.
Timeline/Deadline: January 14, 2009
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Opens with a montage of children dancing and playing instruments for 25 seconds. The
montage is accompanied by soft guitar music and a voice over.
Voiceover
Hands & Hearts for the Arts is an Orange County based not-for-profit organization dedicated to education, empowerment and therapy of children from many different walks of
life. HHA has many programs from infant and toddler early start to after school programs in music, visual arts and dance. As a not-for-profit, HHA has limited resources
welcomes donors and volunteers. These children love to express themselves at the center
and any help is greatly appreciated.
Interview with Dr. Ana Jimenez-Hami, president and founder for about 35 seconds.
Dr. Jimenez-Hami
Hello. My name is Dr. Ana Jimenez-Hami, founder of Hands & Hearts for Arts. I founded this organization in 2000 I the hopes of making a difference in my community. So
many children need after school programs because their parents need to work to support
their families. Hands & Hearts for the Arts gives the children in the Orange County community a place to go after school where they can get help with homework and learn valuable skills. They are also exposed to many arts programs, which have been cut by our
local public schools. It is my belief that adding art into a childs education helps them to
become well-rounded successful individuals. We make a difference at HHA, and you can
to.
A shot of about 50 children in front of HHA waving at the camera and saying in unison,
Art for life!
EXT. HHA
50 children stand in front of HHA
Children
Art for Life!
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Primary message: Keeping the community educated and well-rounded is a primary goal
of Hands and Hearts for Arts. The children are just as important a part of our community
as anyone else.
Secondary messages:
The childrens art that they have created will also be auctioned off with
proceeds benefiting the acquisition of the new building.
This sends the message that the childrens is just as valuable as Ruben
Ortiz-Torress and their contributions to the center are valuable.
This helps build their self-esteem and sense of responsibility to their cen
ter and their community.
Primary message: A new building is needed to facilitate expanding programs and more
children. As more schools cut their art programs, the more children come there are that
come to the center.
Secondary messages:
There will be a meet and greet with the potential donors and the children
and their families. Here, donors will be able to make direct contact with
the children and ask them questions.
There will also be a short performance by the children in the performing
arts and dance programs. This will help make them more likely to donate
because they will be able to see first and how excited these children get
about art and what it means to them.
Third-party influentials and how they will be used: During the meet and greet with
the children and their families, parents will have an opportunity to express their feelings
about the center and how it has influenced their childs life.
Decorations/signage: There will be a banner that says Art for Life at the entrance of
the center. The children will do most of the decorating, lining the walls with their artwork, some of which will be auctioned off. There will be cookies and cakes and coffee
and tea for the donors and families.
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Invitation list: The OC Register will be invited to cover the story. Ruben Ortiz-Torres,
prominent Mexican artist, is the keynote speaker. General invitations will include potential and current private donors, local business owners, and families of the children.
Collateral materials and means of distribution: We will mail formal invitations to current donors, local business owners and the keynote speaker. We will call the media and
send them a feature release announcing the event. General invitations will be given out
as flyers at the center.
Event management checklist:
Before the event:
Determine the goals and objectives
Identify the date and time
Identify location
Identify keynote speaker
Create budget
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Timeline/deadline: The invitations will be mailed out at the end of January 2009. The
media will be contacted about the event at the end of February 2009. We will arrange for
the keynote speaker in December 2008.
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The event also featured Dr. Ana Jimenez-Hami, founder and president of Hands & Hearts
for Arts as the emcee for the afternoon. Dr. Jimenez-Hami founded Hands & Hearts for
Arts in 2000 with her mission being to give children every opportunity that they deserved. I wanted to make the community a better place and where that starts is with our
children, said Dr. Jimenez-Hami.
An auction of the childrens art, as well as a generously donated piece by Ortiz-Torres,
was the highlight of the event. The children got up on stage to display their art as it was
being auctioned off to the highest bidder. At the end of the afternoon, HHA successfully
raised over $10,000, which Dr. Jimenez says will go towards a new building and expanding the current programs.
Hands & Hearts for Arts focuses on children with special needs, at-risk youth and typical
children. It has many programs including preschool programs, after school music, visual
arts, dance, expressive art therapy and performing arts. It also provides programs for
literacy, homework support and family counseling.
For more information on Hands & Hearts for Arts or to make a donation, please contact
Dr. Ana Jimenez-Hami at (714) 547-5648 or go to www.handsandheartsforarts.org.
"TheheHE CHILDREN'S PLACE TO CREATE
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APPENDIX
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Revised Mission:
Our mission is to empower youth and their families, including those with special needs or
who are at risk, to reach their fullest potential through comprehensive multicultural and
multilingual art-based programs.
Our approach is to integrate the arts with education and therapeutic resources and services that allow children to realize their full potential.
Hands & Hearts for Arts is the first therapeutic arts center in Orange County to offer a
comprehensive multicultural and bilingual arts curriculum and therapeutics programs.
These are specifically designed for children with needs and at-risk youth of ethnically and
linguistically diverse backgrounds.
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The combined research interviews of the group were very telling for Hands & Hearts for
Arts. There was a great deal of consistency in the opinions of various publics in terms
of where the center needs to improve and why it is important to the community of Santa
Ana. Universally, it was agreed that the center has played an invaluable roll in its community and expanding its services is a necessity.
Expansion, not only of the literal space, but of the programs, is high on the list of priorities. Since its inception, the center has grown from helping special needs children, to
serving typical children and at-risk youth. Presently, the center targets children, ages four
to seven and the administration, donors and parents would like to see more programs for
older children.
A new building is also on the forefront. Dr. Ana Jimenez-Hami, founder, would like to
relocate the center to a larger building in the artists district of Santa Ana, which will help
enable the program expansion mentioned previously. To enable the acquisition of this
new building, they will need more funds. This requires fundraising, marketing and PR
efforts, which the center also requires.
This leads me to the lack of administration. Dr. Jimenez-Hami told our group that the
lack of administration is due to grant restrictions. Many grants will pay for teachers
salaries, but not for administrative salaries. This results in Dr. Jimenez-Hami wearing
many hats within the organization.
Marion Renk-Rosenthal, a member of HHA board of directors, stressed the need for
increased technological communication strategies. Most staff members and volunteers
at HHA are not technologically educated and suggest classes will help with computer literacy. Better websites, blogs and general exposure will help them maintain relationships
and create increased visibility outside the Santa Ana community.
Finally, the name of the organization needs to be updated. It was appropriate when the
center began in 2000, but services have expanded and the name should reflect that transformation. This will help the organization receive more grants and funding as well as let
the community know of their expanded services.
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