VentureKids Festivals

Public Relations Plan

 Table of Contents
Introduction
Organizational Overview 3
Mission Statement 3
Strategic Initiatives 3
Personnel
Supporters 3-5
Staff 5
Board of Directors 6
Memberships 7
Programs and Activities
Programs 8
Activities 8
Social Enterprises 8-9
Problem(s) to be Addressed 9
Purpose of PR Plan 9

Fact Finding and Feedback

Situation Analysis 10-11
Additional Research
Competitor Analysis 11-12
Digital Communications Audit 12-13
Media Relations Audit 13-15
Social Media Audit 15

Goals and Objectives

Goals 16
Objectives 16

Planning and Programming

Target Publics 17
Event Dates 17
Key Messages 18
Branding 18

Tactics and Tools

Special Events 19-21
Face-to-Face 21-24
Internet and Social Media 24-28
Publications 29-30
Media Relations 31-33

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 Introduction
Organizational Overview
Established in 2001 as Western Pennsylvania Outfitters and now known as Venture Outdoors, this prominent
local non-profit organization prides itself on being able to connect everyone to the outdoors. Opening its South
Side offices in 2011, Venture Outdoors remains committed to providing quality outdoor recreational and
educational programs regardless of socio-economic or physical limitations.

Additional information can be found by visiting the Venture Outdoors website or reviewing the 2010 Annual
Report.

Mission
Connecting people to the outdoors. By encouraging everyone to participate in outdoor recreational activities,
Venture Outdoors promotes the Pittsburgh region's unique natural amenities, highlights its excellent quality of
life, fosters a greater appreciation for the environment, inspires an active lifestyle, and creates a shared sense of
community.

Strategic Initiatives
Venture Outdoors seeks to create a sense of community and deeper appreciation for the regions natural
amenities as well as encourage healthy lifestyle choices among the residents and visitors of western
Pennsylvania. Priorities include:
Improving wellness and self-esteem of participants through physical activity and social interaction.
Providing experiential learning opportunities to all, especially underserved and inactive youth and their
families.
Developing environmentally-conscious outdoor skills.
Fostering greater appreciation of nature.
Promoting the regions vibrant natural amenities and robust history to residents and visitors alike.

Supporters
Venture Outdoors exists because of the generous support of the entire community. There are hundreds of
individuals, families, organizations and corporations that help Venture Outdoors to function and provide quality
programs and exciting events throughout the year. Below is a list of sponsors, sustaining members and donors
who make Venture Outdoors possible:

Grant Support
Alcoa Foundation Amshel Charitable Foundation Anonymous
The Buhl Foundation Dominion Foundation The Grable Foundation
Heinz Endowments Highmark Blue Cross Blue Shield McCune Foundation
Richard King Mellon Foundation Henry John Simonds Foundation Three Rivers Regatta
Kate Svitek Memorial Foundation

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Sponsors
Bike PGH
Clif BarClimb
Enduring Light Photography
Golden Triangle Bike Rental
Mon Valley Ski Club
Pittsburgh Cultural Trust
REI
Seven Springs Mountain Resort
Vecenie's Distributing Company
Willi's Ski and Snowboard
YMCA Camp Soles
Lifetime Sustaining Members
Tony & Edith Delserone & Family
Pathfinders Circle Members
Erik Lingren
Roseanne Silva & Family
Trustee Members
Erik & Rebecca Agostoni & Family
Josh Meeder
Gus & Sarah Schroeder
Kevin Thomson
Steward Members
Bruce Amshel
Donna Bour & Ross Thibault
Len Evans & Family
Nanci Goldberg
Greg & Becky Jarold & Family
Michael & Louise Malakoff
Wesley & Palmer Posvar
Hayley & Thad Scott-Davis & Family
Joe Triebsch
Ranger Members
George & Mary Kay Adams & Family
David Bennett
Dan & Kristi Bonacci & Family
Ian Brown & Jodie Minor
Russellyn Carruth & Bernard Goldstein
Charleen Chu & Tim Oury & Family
Mike & Geralyn DeFelice & Family
Lauri Fink & Kevin Barletta
Michael Gallo & Liz Healy & Family
Amanda Gribble
Marian Gumina & John Luper
Harry Hochheiser & Judith Yanowitz
Bike MS
NorthEast End Food Co-op
Exkursion Outfitters
Habitat Solutions
OTB Bicycle Caf
Pittsburgh Ski Club
Renaissance Pittsburgh Hotel
Straub Beer
Whole Foods
WQED
Clark & Arlene Lingren
Stephen Plut & Family
John Brady & Linda Eastman
Mark & Tina Nowak & Family
Mark Susany
Neil Resnick, Susan Greenspan & Family
Barry & Diane Balliet
David Carr & Anne Jane Gray
Larry Gioia
Rob Henning & Alison Hipwell & Fynn
Jennifer & Todd Kilgore
Suzy & Sam McIntosh & Family
Kathy Risko & Mike Horvath
Mary Jo Serrino & Daniel Kramer
Norma Artman & Callum Price
Diane & David Blancett-Maddock
Sean & Robyn Brady & Family
Barbara Carpenter & Michael Miller
David Cohen & Family
Judd Crosby
Rick & Cindy Etling
Mary Gallagher & Joyce Hart
Ed Gerstenhaber & Dana Spiardi
Katie Griffin
Joe Harkiewicz
John & Dr. Diane Inserra & Family
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Camp Kon-o-Kwee
Emotion Kayaks
GoApe
Island Firearm & Tackle
PA DCNR
Pittsburgh Tech Council
Rubinoff and Co.
SurfSUP
Wilderness Voyageurs
WYEP
Lazar Palnick & Susanne Gollin
Frank & Anastasia Schiller
Maureen Kennedy & Family
Darlene Schiller
Lou & Kathleen Testoni
Todd Becker & Jen Szoszorek
Susan & Bill Cercone
Jean-Luc & Lynn Glorieux
Jessica Hodgins
Drew Lessard & Erin Clymer
Todd Owens & Jami Rutherford
The Rubinoff Company
Stephanie Studenski
Amanda Beamon & Family
Hank & Mary Jane Bohl
Jennifer Brown
Cyrus Erickson
Abby Corbin
Don Drolet
Janis Fink
Bonnie Gillis
William & Sally Getty
Richard Grimes & Family
Deb Hauser
Tom & Angela Isaac & Family
Joel & Alice Johnston & Family Charles King Dave & Amy Korman & Family
Erik Kulick William Lawrence Beth Lazzara & Bill Goodrich
Nancy Levine Tom Littlefield & Family Kathleen Lokay & Family
Ed & Bonnie Lukee Chuck Lynn Narinder & Sharon Malhotra
Mary Lynn Marsico & Family Mary McFadden Allison McGee
Barbara & Bill McGrath Nancy McKee Julie & Leo Meier
Karen & Richard Miller David & Julia Murray & Family Jeremy Nuehart
David & Michelle & Rosalie Panasiuk Lindsay Patross Lorry & Bob Perkins & Family
Susan Peterson & Stefan Frembgen R. Mark Plumb & Family Linda Powell
Irene Povlish & Irving Lowe & Family Robert Randolph Ellen Redinbaugh
Stephen Robinson Mike & Anne Schiller Mary Shaw & Roy Weil & Family
MJ Shaw Marty Silverman Justin Simms
Hannah Snyder Mary & Henry Snyder Shelia & Steve Stagnitta
Chris Steffy & Linda Zang Orville Steininger Mark Sullivan & Family
Carol Tabas & Family Pauline Taylor-Raiff & Family Geoff & Jane Tolley & Family
Joe & Pat Veilleux & Family Sara Walfoort Rob & Dr. Jessica Walters
Kristina & Bill Watts & Family Annette & Bob Werner & Family Joe West & Family
Robert & Christine Weyant & Family Kathy & Robert Will & Family Carol & Tina Wojton
Mila & Scott Yochum Kathleen McCauley & Andrew Washburn

Staff
The Venture Outdoors staff is comprised of individuals with a wide range of backgrounds. All staff members
have extensive experience in the field of environmental groups, fundraising and nonprofit organizations.

Vanessa Bashur Donna Bour

Kayak Pittsburgh Coordinator Development Manager and VO Festival Coordinator
Sherry Buckham Maureen Coyle
Operations Administrator Director of Program Development and Management
Liz Fager Ben Feder
Program Administrator Director of Finance and Operations
Katy Getsie Adriane Harrison
Group Programs Coordinator Grants and Human Resources Coordinator
Heather Kenner Nik Brown
Customer Support Specialist Public Programs Coordinator
Jim Smith Ivy Steinberg
Events and Projects Administrator Membership Coordinator
Geoff Stillson Jenn Strang
Interim Executive Director Marketing Director
Rob Walters Lora Woodward
Membership Director Program Director

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Board of Directors
Executive Committee
Christopher M. Frye Drew Lessard
Board Chair Treasurer
Shareholder, Steidl and Steinberg, P.C. US Product Manager, Direct Energy
Richard Bartley Todd Owens
Secretary Immediate Past Board Chair
Attorney, Michael Baker Corporation Partner, Vantagen
George Adams Geoffrey Tolley
Partner at Schneider Downs & Co Inc Chief Creative Officer, Chemistry Communications

Directors
L. Todd Becker Abby Corbin
Food Packaging Team Leader, NOVA Chemicals Director of Budgets and Strategy Peoples Gas
Jennifer Hawkins Alice Johnston
Sports Marketing Director, Visit Pittsburgh Attorney, Obermayer Rebmann Maxwell & Hippel LLP
Lindsay Patross Kathy Risko
Consultant Associate Director, CONNECT
Joe West Jonathan Kersting
Business Development, Mike Albert Fleet Solutions Director, Visibility Initiatives, PGH Technology Council
Committee Members
Erik Agostino Josh Meeder
VP, Compensation, Benefits & Staffing, Crown Castle Co-Founder, Center of Harmony
Dave Panasiuk Michael Ressler
Founder/CEO, Dave's Music Mine CEO & Founder, StatEasy
Kara Rutowski Mark Sullivan
Executive Director, The Early Learning Institute Controller, K&I Sheet Metal, Inc.
Mike Wojcik
Attorney, Thorp Reed

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Memberships
Membership dues help Venture Outdoors to continually offer the high-quality experiences that participants
have come to expect, as well as to continue to strive to achieve its mission within western Pennsylvania. Venture
Outdoors offers tax-deductible memberships that lasts for at least 12 months and are up for renewal on one of
three dates: January 1, May 1 or September 1.

Basic Memberships
Each member receives all of the benefits such as $5 off the first hour at any Kayak Pittsburgh location; discounts
of up to 50% on Venture Outdoors activities; invitations to FREE members-only events; access to a network of
'Merchant Discounts' with various businesses and organizations; online activity registration and store access; a
Venture Outdoors bumper sticker; subscriptions to e-news; and a program schedule printed three times per
year. The organization offers family, dual, individual, and senior or student memberships at varying prices:

Family Membership - $50

Benefits of membership for everyone at a residence
This membership level includes one free admission to a Tyke Hike and one $20 public program pass.

Dual Membership - $35

Benefits of membership for two individuals

Individual Membership - $25

Benefits of membership for one individual

Senior or Student - $15

Benefits of membership for one individual

Sustaining Memberships
These memberships are considered a further investment in the mission of Venture Outdoors. Each membership
includes standard benefits, such as monthly invitations to FREE Sustaining Members programs; and two 1-hour
rental passes for Kayak Pittsburgh. Sustaining memberships also offer additional benefits depending on the
level:

Pathfinder's Circle Membership - $1,000

This membership level includes 2 Banff Mountain Film Festival tickets and the option to set up a Youth
Scholarship.

Trustee Membership - $500

This membership level includes 2 Banff Mountain Film Festival tickets.

Steward Membership - $250

This membership level includes 2 Banff Mountain Film Festival tickets.

Ranger Membership - $125

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Programs and Activities

Though Venture Outdoors is a membership-supported organization, the public programs and rental concessions
are open to everyone, regardless of their status as members or non-members. This organization offers over 500
public programs each year, including but not limited to kayaking, hiking, biking, snowshoeing, fly fishing, cross
country skiing, and geocaching trips.

Programs
Venture Outdoors hosts individual, family, community, group and public activities for all ages and skill levels at
various local, city, county and state parks around the region, such as North Park, Oakland, Allegheny Commons,
Boyce Park, etc.

Group Programs
Various group programs are offered to over 4,000 people each year. These programs are conducted at the
beginner level and are two to three hours in duration. Popular group programs include kayaking, geocaching
hikes, cruiser biking, fishing, climbing wall, and Venture Outdoors variety trips.

Family Programs
Venture Outdoors offers different hikes and activities for families, especially those with young children. Tyke
Hikes, for example, are offered twice each week and geared towards children up to eight years old, as a fun,
easy nature walk.

Activities
Many of the Venture Outdoors events are recurring and primarily take place between Wednesday and Sunday
with various start times. The cost of events will vary and Venture Outdoors members are often offered
discounts. Sometimes events are themed in accordance to the season, such as the Fall Foliage Ride in October
and a Candy Cane Walk in December. Food, beverages and/or history are often incorporated into the activity.
Activities sponsored by Venture Outdoors include but are not limited to:
Doggie Day Trek Beginner Paddle
Autumn Leaf Walk Allegheny Cemetery Walk
Nature Photography Walk New Moon Hike
Neighborhood Night Hike PA Craft Beer Tasting Hike
Coco and Cookie Adventure Historic Brownsville Walk

Social Enterprises
This nonprofit organization operates two social enterprises Kayak Pittsburgh and Climb Pittsburgh in addition
to their programs and services.

Kayak Pittsburgh
Kayak Pittsburgh is a project of Venture Outdoors with locations on the North Shore and at North Park. All
participants are given basic safety and paddling instruction. Additionally, everyone signs a risk acknowledgment
form and minors under 18 must have a parent/guardian sign the risk form.

Kayak Pittsburgh also offers bike rentals at both scenic locations. Adult bicycles are available for hourly and daily
rental at both the North Shore and North Park locations. The bike rental schedule is subject to change
throughout the season.

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Climb Pittsburgh
Climb Pittsburgh is a project of Venture Outdoors in which trained staff bring a 24-foot portable climbing wall to
community festivals, neighborhood events or other public gatherings Climb Pittsburgh takes care of
transportation and all equipment so participants only need to take care of the climbing.

Climbing is not just a fun and physical activity. It also helps to bring people together, build trust, improve
concentration and increase self-esteem. The climbing wall is a natural gathering place at events that leaves a
lasting impression on all who summit.

Problem to be addressed
Due to limited resources and the fact that Venture Outdoors is going through a transition period, this nonprofit
organization seeks to improve communications with its target audiences and further promote the annual Family
Outdoors Festival event. Venture Outdoors hosts this event to bring FREE outdoor fun to families in underserved
neighborhoods in the Pittsburgh area. The Family Outdoors Festival features beginner activities for the whole
family such as kayaking, biking, geocaching, climbing, Tyke Hikes and crafts.

Venture Outdoors hosted the Family Outdoors Festival on the afternoon of August 31, 2013, at Allegheny
Commons - West Park on the North Side. Attendees had the chance to scale the climbing wall, paddle a kayak on
Lake Elizabeth, use a GPS unit to find secret treasures, and bike around the park during this four-hour event.
Food, music and dancing was also offered.

Though the Family Outdoors Festival is a recurring event, attendance at the festival has declined in recent years.
This could be due to a change in locations, varying number of events each year, mediocre planning and/or little
to no promotion. Venture Outdoors is anticipating receive a grant from PNC that will enable the organization to
expand this festival into a series of four events to be hosted in multiple locations throughout the year.

Purpose of PR Plan
Knowing the attendance has declined and the festival may become a series of events, the primary purpose of
this public relations plan will be to raise awareness of the Family Outdoor Festival among underserved children
and families within the Pittsburgh community in an effort to educate these target publics about Venture
Outdoors and the joys of participating in healthy outdoors activities.

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 Fact Finding and Feedback

Situation Analysis
Strengths
Offer a variety of activities in which to participate
No direct competitors
PNC as the lead sponsor
Various communications
o E-blasts, newsletters, social media, etc.
Family Outdoor Festival is FREE
Location is noticeable and accessible
Members, staff and volunteers are dedicated and enthusiastic
Has established good social media presence
o Good Facebook page.
Content from constituents
o Plenty of posts on blogs, videos, photos, etc.
Strong returning vendor at the festivals
Has a website
Offer incentives at the festival
Young, well known organization

Weaknesses
Too many social media accounts for different parts of the organization
Not engaged and the content is difficult to find
Content not organized
No help from the Board
Staff turnover
Identity crisis
Lack of staffing
o Only 8 full-time and 13 part-time employees
Nothing to keep visitors at the events
o Lack of food, water, etc.
Poor website
No cohesive branding

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Opportunities
YouTube page to organize videos
Evaluation
o Find out how people heard of the event, if they are reaching target audience
o Learn from feedback
Open to change
Utilize Board as sponsors
PNC targeted events/programs for unprivileged children
Other nonprofits
Reach parents
Gain volunteers
o College students, churches and other groups
Target a variety of people
o Gyms, churches, senior center, community centers, daycares

Threats
Weather the day of the event(s)
Dont know the target audience
Date of event(s)
For-profit competitors
o LL Bean, Dicks Sporting Goods, / Nonprofits- Bike Pittsburgh, Friends of Riverfront
Board member apathy
People wanting to stay indoors
Location and lack of transportation
Other community events

Additional Research
Competitors
There are numerous other organizations who offer similar activities and programming for youth in the
community. These organizations all work jointly to provide activities and educational services to the community,
but it is important to separate Venture Outdoor programs so that more people are involved with this
organization. Some of the competitors include:

Sustainable Pittsburgh
This organization believes that engaging more individuals in outdoor recreation contributes to a regions
sustainability by improving the health of its residents, bolstering the economy, engendering a sense of
environmental stewardship, and attracting and retaining talent

Three Rivers Rowing Association

Every year, Three Rivers Rowing Association sponsors several major rowing events for rowers of all ages and
affiliations.

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Bike Pittsburgh
Pittsburghs future is built on an active transportation network that safely connects people to professional,
commercial, recreational, and cultural destinations. Residents, commuters, and visitors experience the unique
topography and neighborhoods while navigating the city by bike and on foot.

The Conservation Association

SCA provides college and high school-aged members with hands-on conservation service opportunities in
virtually every field imaginable, from tracking grizzlies through the Tetons to restoring desert ecosystems and
teaching environmental education at Washington, D.C.s Urban Tree House.

Digital Communications Audit

A communications audit was conducted to look closely at what Venture Outdoors looks like to the general public
when they digitally search for the organization. The results are as follows:

Google Search
While researching Venture Outdoors on Google, the home page of the official website is what comes up first,
which is a good thing. The second site is Venture Outdoors Kayak Pittsburgh page. The next item is a web site
that offers innovative floating devices for fisherman and small boat enthusiasts a program not affiliated with
the organization. The site for this is www.ventureoutdoors.net, not www.ventureoutdoors.org. The fourth site
to appear on Google is the official Facebook page for Venture Outdoors where they have 5,055 likes, 28 people
talking about them, and 136 people checked in. Next is the Allegheny County Pennsylvania site that simply
states other park activities and refers users to follow links to the Venture Outdoors Official site. The sixth site is
Yelp, which shows six reviews for Venture Outdoors that were all positive four to five star reviews.

Website
Venture Outdoors website can be found at www.ventureoutdoors.org. Overall, the site design is basic using
blue and green throughout, reminiscent of green grass and blue sky that is frequently incorporated into the
logo.

The main page features upcoming events, a large icon directing the user to donate, link to contact the
organization by email, member log-in area and a listing of their programs with a brief description of each.
Although the site design is straight-forward, the content of the site is rich, providing the user all the information
needed to learn about the organization.

The user can access various information through the tabs near the top of the page for the activities calendar,
membership information, blog, FAQs, about info, opportunities and a members tab.

Blog
A link to the company blog can be found at the top of the Venture Outdoors homepage. This part of the site is
divided into what appears to be the most recent posts at the top of the page followed by sub-categories that
feature Public Programs, Family Programs, Inside the Organization and North Region. In each section, the stories
align with the mission statement of the organization and talk about outdoor activities that have happened or
will happen in the Pittsburgh area.

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Public Programs
Within this category, there are postings about events that Venture Outdoors has either collaborated on or
helped to organize. These events or programs were open to the public.

Family Programs
This category of postings included stories about events centered on children and families.

Inside the Organization

Inside VO is a section dedicated to the employees of Venture Outdoors, their families and members. These
postings talk about events held at the offices, excursions the staff takes part in, and contests. This section is the
most useful and seems to be the one that has the most postings.

North Region
The North Region is comprised of counties north of Pittsburgh and Allegheny County. These postings center on
Beaver, Butler and Lawrence counties. The majority of the stories follow the same theme as the other postings:
outdoor activities.

Overall, the blog gives meaningful posts and makes a large number of them. However, the site is lacking any
interaction with the public. There are areas for comments, but almost all of the posts have no commenting or
any requests for interaction. Also, the majority of the posts are outdated. The last posts are from June and July
2013.

Media Relations Audit

Press Releases
Venture Outdoors has been active in developing press materials in the past. The following list includes the title
and overview of some past press releases:
VO to propel conservation efforts
Venture Outdoors will launch their Environmental Catalyst Program, a movement to use their portable
climbing walls, kayaks, hiking trips, bike tours, and even snowshoe outings to showcase environmental
efforts in the region.
Leadership training that fits your schedule
Weve extracted key elements from our outdoor leadership weekend and broken them down into three
modules. Each module focuses on developing a specific set of leadership skills and is designed for a
more general audience. Anyone can register, not just those with outdoor or environmental interests.
Fishing season extended for enthusiastic angler
Fishing season wasnt cut short for Chet Tabas and the Venture Outdoors TriAnglers, but it could have
been. The season was destined to end prematurely due to lack of funding. However, thanks to a
generous donation from his mother, Carol Tabas, the season continued until September 30. She has also
provided some funding for next season.
Cyclists raise money to close gap in GAP
Venture Outdoors (VO), a local non-profit organization, led a group of 15 cyclists on a 318-mile trip from
Washington, DC to Pittsburgh, Pennsylvania. Participants on the 8-day bike tour helped raise $500 to
close the gap between McKeesport and Pittsburgh along the Great Allegheny Passage (GAP).

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 Free family outdoors festival to be held at Mellon Park
A free Family Outdoors Festival will be held Saturday, July 25 at Mellon Park as part of the Venture
Outdoors Family and Community Programs Initiative, which includes a series of free festivals held
throughout the city this season.
Get climbing, Pittsburgh
Starting this summer, Climb Pittsburgh, a project of Venture Outdoors, has set up a temporary home for
their rock climbing wall on Pittsburghs North Side, allowing groups and individuals many opportunities
to try this exciting sport.
Free family festival to be held at Frick Park
A free Family Outdoors Festival will be held Saturday, June 20 at Frick Park as the first of three similar
events to be held throughout the city as part of the Venture Outdoors Family and Community Program
Initiative.
Free kayaking at Lake Elizabeth sponsored by NRG
On Saturday, June 6, youth and families will be the beneficiaries of money raised by a teen-led Ultimate
Frisbee tournament held during Global Youth Service Day, by taking part in free kayaking at Allegheny
Commons, Lake Elizabeth.
Beyond bikes day celebrated with free cycling event
A free family bike extravaganza, Beyond Bikes Day, will offer introduction to cycling through rides led by
the Pittsburgh Major Taylor Cycling Club. Bike safety inspections will be provided by Bike Pittsburgh and
Free Ride Youth Programs.
Peddle, paddle, Peduto
This summer, Venture Outdoors and Councilman William Peduto have joined forces to create a unique
new opportunity for people to hike, bike, and kayak through Pittsburgh, while also learning about
riverfront development, civic design, architecture, urban design, and the environment.

Media Coverage
Despite an active development of press releases, Venture Outdoors was sporadically mentioned in the news. A
search showed the following story placements:
Community Calendars
The Sports section the Trib lists upcoming outdoor events, including hiking tours led by Venture
Outdoors. Similarly, the PG lists Venture Outdoors events on their calendars.
o Outdoors notices: Sept. 1, 2013
o Outdoor notices: Sept. 16, 2013

Bird hikes a prime way to enjoy nature by Karen Price

Published on Saturday, September 14, 2013, Pittsburgh Tribune Review
An article in the sports section of the Trib mentioned Venture Outdoors. In the story about Bird hikes,
the writer lists several of Venture Outdoors fall activities that appear to be taken straight out of a press
release.

Adventure time: Venture Outdoors would like you to step outside and play by John Hayes
Published on May 15, 2008, Pittsburgh Post-Gazette
A 2008 article in the PG heralded the start of Venture Outdoors. The article did a good job branding the
organization as a social organization and outdoor activity group that offers it all, calling it a clearing
house for outdoor recreational opportunities. Venture Outdoors manager Rob Walters is quoted and
seemed well prepared to deliver the appropriate talking points.

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 Biking: Weekend rides celebrate Pittsburgh spots, history by Larry Walsh
Published on August 22, 2009, Pittsburgh Post-Gazette
VO got some press in 2009 for their connection to BikeFest, which they led in collaboration with
Pittsburgh History & Landmarks Foundation, Perkins Eastman and the Urban Redevelopment Authority.

Social Media Audit

Facebook
Venture Outdoors has a Facebook account with 5,018 Likes as of September 24, 2013. The organization seems to
post at least once a day, occasionally more than once. However, there are also a few lulls between posts, mostly
due to weekends. Although Venture Outdoors has a lot of Likes, the posted content does not seem to encourage
conversation and/or interaction among target audiences. The majority of status updates do not have any
comments or likes on them and the last time someone wrote on the wall was four months ago.

The logo is used as the Profile photo and an image of a large crowd of kayakers by the point is the cover photo.
There are a few other cover photos, all of which are good quality images and well suited for a cover image.
There did not appear to be any links to Kayak Pittsburgh Facebook Page or a Climb Pittsburgh Facebook Page.

Kayak Pittsburgh has its own Facebook page that is not quite as popular as Venture Outdoors page. Kayak
Pittsburgh only has 1,113 Likes and they do not have daily postings. A Facebook Page for Climb Pittsburgh could
not be found.

Twitter
Venture Outdoors Twitter handle is @VentureOutdoors. There are a total of 6,257 tweets, 6,044 followers, and
are following 1,477 people. The profile picture is the logo.

Venture Outdoors is good about posting several times a week. There are often posts about events with an effort
to get followers involved by asking questions such as: what is your favorite food truck?
There are also many photos and videos from events; the organization often retweets followers and offers
coupons, specials, and contests.

YouTube
Venture Outdoors has a variety of videos that include content such as event overviews, interviews, promos and
amateur footage. However, the videos are posted by various sources and are scattered throughout YouTube and
Vimeo by different channel authors. Here are some examples:

http://www.youtube.com/watch?v=dHhgChXlWME
http://www.youtube.com/watch?v=VmAoXdeDH4I
https://vimeo.com/71608959
http://www.youtube.com/watch?v=86dV_JKO9AA

The only video that appears to be endorsed by Venture Outdoors is on the website under the blog tab.
Although there is a streaming featured video, it is discreet on the side of the page. The website is confusing with
a considerable amount of content.

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 Goals and Objectives

Public Relations Goal

To raise awareness of the four Family Outdoor Festival (renamed the Venture Kids Festivals) events among
underserved children and families within the Pittsburgh community in an effort to educate these target publics
about Venture Outdoors.

Objectives
Special Events
To create and promote four successful VentureKids events throughout 2014. The events will take place in the
North, South, East and West areas of Pittsburgh.

Face-to-Face
To meet with community members and leaders directly to effectively disseminate information about Venture
Outdoors and to promote the four VentureKids Festivals. The goal is to increase attendance at the Venture Kids
Festival in all areas by 25% through information directly reaching the hands of those who can attend or
encourage those in the target demographic to attend.

Internet and Social Media

To create a social media plan that increases the number of new followers by 250 on all platforms over the first
year of the plan. The goal is to have 50 new Facebook and Twitter followers; 50 new subscribers on YouTube;
and 50 initial followers on Instagram.

Publications
To develop publications that will ultimately reach multiple audiences across the Pittsburgh region; distribute 250
flyers for each of the targeted events; and collect 25 testimonials at each of the four VentureKids Festivals.

Media Relations
To create a media plan with a goal of two stories placed in two local papers in each of the four specific areas
where the events are being held during the month of each event.

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 Planning and Programming
Target Publics
Since its inception, Venture Outdoors has made it a priority to provide for underserved populations such as
children, low income families and service veterans. The natural amenities of the western Pennsylvania region
offer endless possibilities but, for many, there may be financial and even physical barriers that limit participation
in outdoor recreation and educational programs. The audiences that will be targeted for promotion of the
Family Outdoor Festival events are:

Primary Audiences
Children
o Ages 0 13 years old - toddlers through middle school aged children
Low income families
o Mothers
o Places where these audiences frequent in the community, such as facilities, YMCA, community
centers, girls and boy scouts, elementary and middle schools, churches, NPOs geared towards
families, libraries, etc.

Secondary Audiences
Grandparents
Media
o With a beat or audience that caters to the other primary audiences

Geographic Areas
There will be four events held across four geographic areas to reach children in all four corners of the Pittsburgh
region. Several neighborhoods were researched based on location, size and access to public transportation.
Below are event location options based on the identified geographic areas:

AREA Neighborhood(s) Potential Event Location(s)

EAST Point Breeze and East Liberty Highland Park, Mellon Park, OR Shakespeare Giant Eagle
WEST Hill District Schenley Park, Shop n Save on Center, Hill House, Zoo
NORTH Millvale or West View/Bellevue Elliott Park, West View Shopping Center
SOUTH South Hills and Beechview Dormont Park and Pool, Brooklyn Memorial Park

Event Dates
The following dates and locations are recommended for consideration for the 2014 Family Outdoor Festival
events:
Sunday, April 27 at Elliott Park in Millvale
Saturday, June 14 at the Pittsburgh Zoo & PPG Aquarium parking lot near Highland Park
Sunday, August 24 at the Dormont Pool near Beechview/South Hills
Saturday, October 4 at the ShopNSave parking lot in the Hill District

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Key Messages
The following list of buzz words should be incorporated into key messages and written content for the
VentureKids Festivals. These words are not only descriptive of the events but will also grab the attention of the
target audiences.

Key Words
Fitness Outdoors FREE Activities Family Fun
Skills Education Safe Healthy Arts & Crafts Social

We also identified the following highlights. These points could also be used to interest and inform target
audiences about the events.

Other Highlights
Accessible and local event close to public transportation
Opportunity to get outdoors, to learn, to grow, etc.
All-inclusive event for fun things
Easy activity for parents
Push to website for more information (even though access to computers may be limited)

Branding
The team developed several ideas for names of the new festivals that focused on the themes of outdoors, family
and fitness. These ideas included:
Venture Day Pittsburgh Outdoor Party (POP)
Venture Possible Free Family Fun Outdoor Festival
VO Day Free Family Fun Fitness Festival
F4 Festival F4 Outdoors
Venture Yourself Outdoors

During the course of the developing this public relations strategy, Venture Outdoors has begun to develop
branding all family and children related events under the umbrella of VentureKids. This brand and corresponding
logo should be incorporated into the new event name VentureKids Festivals and promotions.

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 Tactics and Tools
The following public relations strategies were selected for this plan based on the needs expressed by Venture
Outdoors and research completed.

Special Events
Venture Outdoors is planning four family-friendly events throughout the year to promote the organization to
traditionally underserved populations. The goal of the Festivals is to encourage healthy activity, well-being, and
environmental consciousness through participation and interaction with the outdoors. In the past, similar
festivals hosted by Venture Outdoors have experienced issues engaging the target population and sufficiently
promoting the values of the organization.

The VentureKids Festival takes a community-based approach in order to drive up participation and localize the
attendance. Each of the four events is planned in different parts of Pittsburgh so children in all areas can
participate; these events will have a theme that is suitable for the season and appropriate to the venue.

Spring Festival
During the April event in Millvale, Venture Outdoors can set up the rock climbing wall for children to use. Since
this is the first event, all children and participants will receive some form of a punch card to use at all four
events. Children who attend all four events will be entered into a prize raffle and the winners will be announced
at the October event. The winners of the raffle could win tickets to a sporting event in Pittsburgh, Venture
Outdoors merchandise, or discounts on Venture Outdoor activities and membership. The April festival should
also invite local vendors to provide healthy food and drinks during the event. Previous festivals were met with
complaints when there was no food and drinks available. The collaboration with the Market Square Farmers
Market (see kick-off event information on page 20) could be utilized to secure these vendors.

Early Summer Festival

Junes event will be located near Highland Park in the Pittsburgh Zoo parking lot. Through a suggested
partnership with the Pittsburgh Zoo, those who attend the VentureKids Festival may receive reduced admission
to the zoo. This will help draw zoo visitors to the festival, and vice-versa. This festival will feature a Run like an
animal relay race that will teach young children to imitate the running style of different animals. The zoo
connection will also be elaborated upon by featuring signs at the Venture outdoor activities that link them to the
animals. For example, the climbing wall will feature a sign that explains the best climbers of the animal kingdom.

Late Summer Festival

Augusts event location will be the Dormont Pool. This location was chosen because of its large, open area and
access to a pool. This presents possibilities of engaging children in outdoor water activities. The pool is large
enough that Venture Outdoors can bring kayaks to teach children how to boat. Other summertime activities will
also take place such as potato sack races, sprinkler activities, and relay-type competitions.

Autumn Festival
The October event in the Hill District will have a fall/Halloween theme. Again, the rock climbing wall will be
available. Children in attendance will have the opportunity to have their faces painted, carve pumpkins, and also
participate in a fall related scavenger hunt. The festival could also feature a hay bale maze.

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Pre-Festival Events
Several pre-events will also take place to encourage participation and to publicize the four VentureKids Festivals.
The primary purpose of the pre-events is to simultaneously raise awareness of Festivals while also placing a
premium on promoting the very next event. The pre-events were also created to be minimally demanding to the
volunteers and staff at Venture Outdoors; they are intended to make the maximum impact with the least
demand on the nonprofits resources.

Kickoff Event on Saturday, April 5

To kick off the VentureKids Festival season, it is recommended that one large pre-event be organized for early
April in Market Square in downtown Pittsburgh. Market Square is a central location to all four of the Festivals.
The population of businesspeople that could encounter the Venture Outdoors pre-event on a weekday in
Market Square is likely to be one that has children and grandchildren within the target demographic. The
Market Square Farmers Market is held on Thursdays and Saturdays beginning in early April. It is always
extremely well attended, gets a lot of foot traffic, and attracts patrons that are well suited to spread information
about the VentureKids Festivals.

For the past four years, the Market Square Farmers Market has partnered with another non-profit, Dogwood
Arts, in late march/early April for the Chalk Walk. This event has been extremely well attended due to this
collaboration. Venture Outdoors should similarly partner with the Market Square Farmers Market to hold a
successful kickoff event. Venture Outdoors can transport its climbing wall and activity booths and set up
amongst the vendors. The farmers market and Venture Outdoors share many objectives in their mission,
promoting healthy lifestyles and an appreciation for the outdoors. The busy venue is a perfect place to distribute
promotional materials and information about the VentureKids Festival to those walking by or watching friends
and loved ones climb the rock wall.

The kickoff event also creates the opportunity to draw in the media. In order to create buzz and give the media
something to cover, Venture Outdoors should dress several of their rock climbing instructors in superhero
costumes and stage a climbing race up the rock wall in Market Square. Loud theatrical music can be used to
capture the attention of the crowd. Once the characters reach the top of the wall, they can release a banner
that that reveals the four dates and locations of the upcoming VentureKids Festivals and includes the web
address, Twitter handle with an event hashtag and the URL for the Facebook page.

Existing Pittsburgh Area Events

It is recommended that Venture Outdoors set up vendor tables at existing Pittsburgh events that cater to
outdoor enthusiasts and families. The following events have been targeted for a pre-event promotion:

Pittsburgh Marathon May 4, 2014

Susan G. Komen Race for the Cure May 11, 2014
Dollar Bank Three Rivers Arts Festival June 6-15, 2014
Pittsburgh Three Rivers Regatta July 2014
The Great Race September 28, 2014
Pittsburgh Pirates Kids Day at the Park July 20, 2014

At these events, photos and videos from the previous festivals can be shown and fliers can be given out
advertising the upcoming festival. Both races in May present a great opportunity to build up excitement for the
second VentureKids Festival. The Great Race offers the same opportunity to promote the final festival in
October. The Pirates game on July 20 is a Sunday kids day at PNC Park. Venture Outdoors can work with the

20
Pirates organization to add some activities to the regular kids day events such as setting up the rock climbing
wall. Venture Outdoors will also hand out materials about upcoming events to participants. The children who
plan to run the bases at the stadium should be given Venture Outdoors t-shirts to wear in advance. Venture
Outdoors can also inquire about getting its name displayed on the scoreboard to generate more publicity. This
event will help spread information about third festival in October.

Face to Face
Reaching out to meet community members face to face will increase awareness of Venture Outdoor festivals
and spark interest in Venture Outdoors as an organization. Creating a team of individuals that can become the
face of the Venture Outdoors brand will become a form of advertising and promotional strategy. The following
strategies will aid Venture Outdoors in its face to face communication efforts.

Venture Outdoors Street Team

It is recommended that Venture Outdoors create a Street Team consisting of interns, employees, board
members and volunteers to engage the public in a personable and energetic way. The Street Team will be
recognizable as they wear specific Venture Outdoors/Venture Kids Festival shirts and colors. The Street Team
will distribute information and promotional items relating to the VentureKids Festival at other Venture Outdoors
sponsored events. The Street Team will also be present at large, popular Pittsburgh events.

There are several events in the Pittsburgh area that would be a great opportunity to target those who might be
interested in the VentureKids Festivals. The Street Team will have a presence at all of these occasions, making
the group a known and distinct entity.

Since the Venture Kids Festivals take place in locations throughout the city, it is recommended that the Street
Team attend events in locations in downtown Pittsburgh as well as areas where the festivals will be held. This
will allow the Street Team to interact with thousands of people because many events are Pittsburgh traditions
and heavily attended. Many popular events that are held in downtown Pittsburgh occur April through October.

The Street Team will debut at the kick-off event at Market Square. In addition to appearing at the events listed
on page 20 for special events, it is also recommended the Street Team also have a presence at the following
events:
Pittsburgh Pirates Charity 5K (April)
Steelers Kick Off Ribfest (August)
Mario Lemieux Foundation 6.6K Run and Family Walk (September/October)

At these events, the Pittsburgh community will consistently see the Venture Outdoor presence and will be
reminded about the VentureKids Festivals. It is extremely important to make a contact with Pittsburgh residents,
with the maximum amount of people reached at major city events.

It is also recommended that the Street Team attend smaller community events. The goal is to attend at least one
non-Venture Outdoors event in the targeted areas to promote the VentureKids Festivals. At these events, the
Street Team can set up an interactive booth or table in the area, pass out official fliers and involve children and
their families in activities. It is also recommended that the Street Team bring the climbing wall to draw people to
Venture Outdoors Street Team activities.

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It is difficult to recommend events for specific communities for 2014 due to the fact that community event
calendars are not yet available. Below are the websites for calendars for the selected areas to monitor upcoming
events as they become available in 2014:

Millvale: http://www.millvalepa.com/events Dormont: http://www.boro.dormont.pa.us/

Highland Park: http://pittsburghzoo.com/ Hill District: http://pittsburghpa.gov/

Community Partnerships
Representatives of Venture Outdoors should meet with leaders and directors of local youth establishments to
discuss sponsoring events and activities to engage the youth targeted for the VentureKids Festivals. Activities
should also be held at local elementary and middle schools during events such as Track and Field Day or in
special assemblies. Venture Outdoors can draw attention to students for the VentureKids Festival and interact
with the children to make them excited for the specific event in their area. The student body can participate in
games that encourage physical activity, have an interactive attraction such as the climbing wall, and learn about
Venture Outdoors message with coloring sheets. Fliers should be distributed to children and parents to attend
the VentureKids Festivals.

Representatives can also make presentations to school leaders. Local directors, principals, teachers and other
staff will be asked to encourage the children to participate in sports and outdoor living during the Family
Festivals.

The school districts that should be targeted include Keystone Oaks, Shaler Area, Fox Chapel, Riverview, Penn
Hills, and Pittsburgh Public- all located in communities where the VentureKids Festivals will take place. After
making contact with the relevant districts, Venture Outdoors can determine which schools to work with on
assemblies and presentation.

If the organizations offer Field Days in the spring, that would be a good opportunity for the Street Team to make
contact with students and their families, organizing outdoor activities to highlight Venture Outdoor events that
will be taking place at the Festivals.

It is also suggested that Venture Outdoors work with other local youth organizations to develop programs. This
would include the YMCA of Greater Pittsburgh, and Boys and Girls Clubs of Western Pennsylvania. Venture
Outdoors should contact the main marketing department of these organizations and propose working with the
various branches. Contact information for primary representatives and several area locations are listed on the
next page.

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YMCA
Marketing Department:
Deb Moore Ellsworth
Vice President
Marketing and Communications

Area Branches:
Allegheny YMCA Centre Avenue YMCA Cloverleaf YMCA
600 West North Avenue 2621 Centre Avenue 425 Bliss Drive
Pittsburgh, PA 15212 Pittsburgh, PA 15219 Pittsburgh, PA 15236
412-321-8594 412-621-1762 412-653-7115

Collegiate YMCA Delmont YMCA East Suburban Family YMCA

311 Bellefield Hall 6750 Hollywood Boulevard 2200 Route 286
Pittsburgh, PA 15260 Delmont, PA 15626 Pittsburgh, PA 15239
412-648-7960 724-468-0390 724-327-4667

Hazelwood YMCA Homewood-Brushton YMCA McKeesport YMCA

4713 Chatsworth Avenue 7140 Bennet Street 604 Evans Avenue
Pittsburgh, PA 15207 Pittsburgh, PA 15208 McKeesport, PA 15132
412-421-5648 412-243-2900 412-672-9622

North Boroughs YMCA Penn Hills YMCA PNC YMCA

629 Lincoln Avenue 11817 Frankstown Road 236 Fifth Avenue
Pittsburgh, PA 15202 Pittsburgh, PA 15235 Pittsburgh, PA 15222
412-761-1227 412-795-2600 412-471-9622

PNC YMCA at U.S. Steel Tower South Hills YMCA Thelma Lovette YMCA
600 Grant Street, Concourse Level 51 McMurray Road 2114 Centre Avenue
Pittsburgh , PA 15219 Pittsburgh, PA 15241 Pittsburgh, PA 15219
412-745-9622 412-833-5600 412-315-0990

Western Area YMCA Wilmerding YMCA The Y at Yester Square

195 Montour Run Road Memorial Field 700 George F. Young Drive
Coraopolis, PA 15108 Wilmerding, PA 15148 McKeesport, PA 15132
412-787-9622 412-823-9000 412-673-6942 ext. 211

Boys and Girls Clubs

Administrative Offices:
Mike Hepler
President & C.E.O.
m_hepler@bgcwpa.org
5432 Butler Street
Pittsburgh, PA 15201-3096
Phone: (412)782-5710

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Area Branches:
CARNEGIE BOYS & GIRLS CLUB DUQUESNE-WEST MIFFLIN BOYS & GIRLS CLUB
630 Washington Ave. 29 North 3rd Street
Carnegie, PA 15106 Duquesne, PA 15110
P: (412) 276-3151 F: (412) 276-3117 P: (412) 466-8262 F: (412) 466-2179

ESTELLE S. CAMPBELL BOYS & GIRLS CLUB LaROSA BOYS & GIRLS CLUB OF McKEESPORT
4600 Butler Street 901 Ravine Street
Pittsburgh, PA 15201 McKeesport, PA 15132
P: (412) 682-4013 F: (412) 682-0241 P: (412) 678-7070 F: (412) 678-1180

NORTHERN AREA BOYS & GIRLS CLUB SHADYSIDE BOYS & GIRLS CLUB
500 Farragut Street 6 Brownell Place
Pittsburgh, PA 15209 Pittsburgh, PA 15232
P: (412)821-5779 F: (412)821-4561 P: (412) 681-8575 F: (412) 681-4885

STO-KEN-ROX BOYS & GIRLS CLUB WILKINSBURG BOYS & GIRLS CLUB
Willow & Deweyville Road 813 South Avenue
McKees Rocks, PA 15136 Pittsburgh, PA 15221
P: (412) 771-0428 F: (412) 771-3718 P: (412) 242-1211 F: (412) 242-4743

WALNUT AVENUE BOYS & GIRLS CLUB

938 Chesnut Street
Duquesne, PA 15110
P: (412) 466-3626 F: (412) 346-0216

Reaching the community though these face to face strategies will aid dramatically in increasing attendance to
the VentureKids Festivals.

Internet and Social Media

In todays world, the use of social media and other web base technologies are not only useful in getting
messaging out, but also imperative to an organizations success. Venture Outdoors should promote the
VentureKids Festivals via social media sites and their website.

Website
The blog area of the website is the best place to promote the VentureKids Festivals. It should be used to tell
stories, recap the events, and offer other resources concerning Venture Outdoors. The blog can follow the
storylines provided by the media relations plan.

A splash page about the Venture Kids Festival events should be created and incorporated separate from the
website. This page will resemble the look and feel of the fliers that will be distributed and will also link back to
the website for more information. This page will contain the date, time, location and other information that will
be on the fliers for each event. This splash page will be linked to all social media posts involving the festivals.

24
The website will also include links to all of the social media that Venture Outdoors uses to encourage visitors to
follow and like the social media pages. Also, there will be a section that will include an online media kit that is
referenced in the media relations section.

Social Media
Incorporating social media into an event not only offers free advertising, but it opens the avenues for feedback
from the public and encourages more engagement. Social media will not only be used to supplement the
VentureKids Festivals, but should be used during and after the events as well.

It is recommended that the following social networking sites be utilized to promote the Festivals: Facebook,
FourSquare, Instagram, Twitter, Vimeo, and YouTube. The YouTube, Instagram and FourSquare accounts will
need to be created by Venture Outdoors.

All posts on social media should keep the Venture Outdoors mission in mind. Posts should pertain to the
outdoors; this can include articles about hiking, kayaking, biking, etc. The social media sites should also promote
new programs, interesting happenings, and most importantly it should promote the VentureKids Festivals.

Facebook
While Venture Outdoors already has an active Facebook page, it needs to be updated. The recommendation is
to engage the public more often in order to keep them involved in the brand. The Facebook page will be used to
remind fans and to promote the VentureKids Festival events. The posts should follow the proposed timeline in
order to gain the most impact.

Apps
Apps on Facebook are found at the top of a profile underneath the profile picture. Facebook provides several
apps, such as photos, about me, and others. It is suggested that apps be added that link to Instagram, Twitter,
YouTube and the Venture Outdoors website. The addition of apps that can be created via ShortStack and would
not only allow for better brand participation, but can be actively used to receive feedback at events, like the
VentureKids Festival. An app can be created that will allow Facebook followers to sign up for email updates. This
tab would also act as an email distribution list that ShortStack formulates. These apps are easy to create from
templates that are found on the ShortStack site. Another suggestion is an app that would be used for pre-
registration and collection of feedback for each VentureKids Festival event.

Event Pages
An event page should be created to promote each specific VentureKids Festival and its unique activities. Each
event page must be created at least two weeks prior to the event. This will allow those who plan on attending to
RSVP for the event. This will also assist in estimating the number of anticipated participants. Each event page
will contain information about the festivals location, what will be at the festival, and how to pre-register.

Pre-Registration
Creating an app on ShortStack will allow for those planning on attending the event to pre-register. This app will
ask basic information, name of attendees, ages of children and an email address in order to send future
materials to. Those who pre-register will be eligible to win prizes at the festival as well. This also will act as a way
to gather names and email addresses for mailing lists that can be used for future events and activities.

25
Foursquare
This site will need to be created before the festivals and will be the cornerstone of the social media presence at
these events. Checking in at the event, checking in at activities, and visiting the social media booths will provide
a means for kids to collect stamps towards the VentureKids Passport (see the Publications section for more
details). The check-ins will need to be set up prior to each festival and edited according to the location and what
events and booths will be there. While the FourSquare is being created for these specific events, Venture
Outdoors is encouraged to use this site at different events throughout the year.

Instagram
Venture Outdoors does not currently have an Instagram page, but it should be developed for the VentureKids
Festivals. People love taking pictures, especially when they are outside and taking part in fun activities.
Launching the Instagram page and the VentureKids Festivals will go together. Using Instagram to promote on
Facebook and Twitter should encourage followers who are already interested in the outdoors and the mission of
Venture Outdoors. Initial posts would come from staff that work for Venture Outdoors and should be photos
that promote the mission, i.e. photos from hikes, events, etc. Once a following is established, reposts of others
photos will add to content.

Launching the VentureKids Festival

The VentureKids Festival will launch on Instagram through a secret, reveal type launch, using the hashtags
#WhatsVentureKids, #DoYouVenture, and #VentureOutdoors. The initial post will be just a corner of the new
VentureKids Festival logo. The posts to follow will reveal more of the logo and will ask for participation from the
followers to guess what will be revealed. The timeline below explains the sequence of posts.

Instagram Timeline:

26
Twitter
Like Facebook, there is already a Twitter account for Venture Outdoors that is lacking posts and updated
information. The site needs to be maintained and follow the proposed timeline when promoting the Venture
Kids Festival events. More information about Twitter at the event is under the Tweet-Tweet Trail.

Vimeo and YouTube

Venture Outdoors should create a YouTube Channel to organize and streamline the existing video online
content, to host new video content, and to control all video content in one place. All of the videos uploaded to
YouTube will be streamed on the website, Facebook and Twitter.

Existing Videos from past Venture Outdoors Festivals

Venture Outdoors will use their channel to stream existing media that is already on YouTube to promote all four
of the VentureKids Festivals. There is ample amateur video content from past Venture Outdoors festivals
available online. This video content is free and not being utilized. Many of these videos are well made, have
interviews, show activities and illustrate the fun experience of a Venture Outdoors festival from the perspective
of an attendee. This is a great, free resource for promotion. Chosen videos can be streamed from YouTube on
their website, Facebook and Twitter prior to the event for promotion.

Example: http://www.youtube.com/watch?v=mn_sJ2kaSLw

Amateur Video Contest

The YouTube Channel will be used to host an amateur video contest to promote each festival event. The
purpose of the video contests is to engage the social media community and to create additional likes and
followers. The contest will ask the online community to submit videos about nature and outdoor adventures in
four themed contests. Ideas for themes are: April flowers, June Kayaking time lapse, August River Rafting,
October Autumn Colors.

The contest will be cross-promoted on Facebook and Twitter. The winner of the contest will be determined by
Facebook likes and will be awarded a Venture Outdoors activity. This contest will also be promoted at local
colleges and universities that have graphic design, video production and photography programs including Point
Park University, The Art Institute, and Carnegie Mellon. Others may be added to the list as the contest grows.

Social Media Strategies at VentureKids Festivals

During the VentureKids Festival, there will be booths created that will not only allow the participants to learn
about the social media that Venture Outdoors uses, but it will also give them another activity to do at the
events. These booths will be themed towards the social media network and an outdoor activity. At each booth,
there will be a Venture Outdoor staff member that will have access to these sites for those who do not have a
smartphone or internet access. The booths will act as check-ins; each participant will receive a passport at
registration along with a brief explanation of how the booths work. Participants will be asked to use the
FourSquare mobile check-in app to make sure they have successfully been to every booth. With check-ins and
the completion of the task, participants will receive a social media stamp that will get them closer to their
VentureKids Badge.

There will be two different social media booths at each festival: one for Facebook and one for Twitter. Each
booth will have a different theme that relates to getting people to follow Venture Outdoors pages and to
educate them about outdoors in a different way. The booths are:

27
Face Paint My Facebook Booth
At this booth, participants can have their faces painted by a member of the Venture Outdoor staff who will act
as an artist and social media expert. The participants will be able to get their face painted while receiving a short
social media lesson about Facebook. After they have completed the check-in on FourSquare, they will have their
photo taken and have it posted on the Venture Outdoors Facebook page. They will also learn how they can visit
the Facebook page after the event and offer feedback via the comment app that will be installed on the page.

Tweet-Tweet Trail Booth

After participants check-in on FourSquare, they will learn a little more about Twitter and its use. There will be a
Venture Outdoors staff member at the booth who will act as the social media liaison. If someone does not have
smartphone, the staff member can post on their behalf. This booth will include information about birds that are
native to the area of the festival. Each participant will have to look at photos of birds that can be found at that
festival site and then asked to choose a bird to look for during that day. If they find one, they will be asked to
tweet it using the hashtag #TweetTweet. Whoever participates will be automatically entered into a contest to
get half-off a family event held by Venture Outdoors (i.e. family hike, kayak lesson, etc.). The winner will be
chosen at random by a member of the Venture Outdoors staff and will be announced at the end of the day at
the festival and on Twitter.

Timeline
This timeline can be used to guide the posts for each event on the various social networking sites, except for
Instagram which has its own timeline mentioned above. This timeline is specific to the first event, but can be
modified for the other events as well. It is important to not only promote the VentureKids Festival, but to also
engage the public with other information as well. Answering questions and talking to the public is important at
all times, especially when it comes time for the events.

Facebook, Twitter, YouTube/Vimeo Timeline:

28
Publications

Publications should be utilized in order to better promote the four VentureKids Festivals throughout the year.
The following suggestions detail specific ideas that not only work to promote the events, but could be used to
teach children how to safely replicate these activities under the supervision of an adult after the events have
ended.

Pre-Event Flier
A flier will be created promoting all events beginning with the kickoff event in Market Square. The fliers will also
be distributed by the Venture Outdoors street team at pre-designated events. The fliers will be printed with
black text on colored paper and include the name of event, time, location, public transportation route(s), and
the fact that it is a free event. This flier will also feature childrens activities like a word search including words
that are essential to Venture Outdoors, such as hiking and kayaking. This flier will also contain a coloring contest
where children can color a picture of the Venture Outdoor logo and bring the flier to one of the four
VentureKids Festival to receive a prize. The prize can be an item donated by a sponsor.

Events and/or locations to distribute the pre-event/general fliers in the Downtown area:
Pittsburgh Marathon Venture Outdoors Offices
Pittsburgh Childrens Museum National Aviary
Kids Day Sundays at PNC Park Pittsburgh Kids Marathon
Three Rivers Arts Festival Three Rivers Regatta
Walk Now for Autism Walk Susan G. Komen Walk
The Great Race

Film Festival Flier

This flier will be distributed by the Street Team at the Venture Outdoors Banff Mountain Film Festival on
Saturday, April 5-6. This flier will be a colored postcard with limited text and will read: Follow Joe to the
VentureKids Festival. It will feature the Venture Outdoors logo and website.

Dollar Bank also sponsors a Cinema in the Park event. The Venture Outdoors Street Team will distribute the
same film festival flier at these locations. Those locations are as follows:
Brookline Memorial Park Flagstaff Hill in Schenley Park Highland Park
Riverview Park West End/Elliott Overlook

General Flier
A general flier will have the common goal of informing the target audience about the Venture Outdoors event in
their area. These fliers will have a universal background, preferably of a Pittsburgh park, but will feature varying
information depending on where it is to be distributed.

The following information will be displayed on each of the four general fliers: the date and time of the event, the
exact location of the event, an explanation of nearby parking as well as information of public transportation in
the area (ie. Red Line/Blue Line, Dormont Junction, Willow Stop, Bus #41, #47.) It should be clearly stated on the
flier that this event is meant as a kid friendly/community event and is entirely free to the public.

In order to achieve a high success rate for each event, the pre-event and general fliers should also be distributed
at each of the locations in highly populated areas near the predetermined event locations including:

29
Millvale
Calvary United Methodist Church Pittsburgh Presbytery Mt. Carmel Baptist Church
Dougs Market St. Peters Parish

Near the Pittsburgh Zoo

Whole Foods Trader Joes Food Co-Op
Big Brothers, Big Sisters Salvation Army Carnegie Library
Sojourner House

Hill District
Shop N Save The Hill House YMCA
UPMC Mercy Hospital Macedonia Baptist Church Carnegie Library
Oak Hill Apartments Bedford Hill Homes Crawford Square

Dormont
Market on Broadway: IGA Kuhns Market Beechview United Presbyterian
Holy Trinity Lutheran Church Dormont Library Community Message Boards

VentureKids Passport
Each child attending the festival will receive an outdoor passport. The passport will be an 8x11 page paper with
the title VentureKids Passport. It will be brown and have a rugged outdoor look to it, and there will be a place
for children to write their name at the top. Each activity featured at the event will have a section on the
passport, including a spot for Facebook, Twitter and Instagram booth check-ins. Each section will provide
information about the activity, fun facts, safety tips and information on how the child can complete the activity
outside of the festival through the supervision of an adult. Once children have completed each activity and
shown it to a Venture Outdoors staff member in a designated area, they will receive a button/pin that states,
Im a Venture Kid.

Testimonials
One of the most powerful tools a nonprofit organization has at its disposal are its members. These are the
people who come to the events, partake in any offered activities, and believe in the organizations mission. One
of the best ways to entice new members to join and to increase attendance is to utilize the success stories the
organization has had in the past. People are more likely to listen to someone who has enjoyed a particular event
than to someone who is just promoting a service or event as an employee.

The testimonials used by Venture Outdoors could range from someone who attended an event last year and
decided to purchase a family membership or perhaps a child who attended the Family Outdoor Festival last year
and had a great time. Depending on the size of the testimonial or quotes received, they could be used on the
Venture Outdoors website, future publications or event fliers and social media. The proper gathering and use of
these quotes could last far beyond the lifetime of one single event. Therefore, it is absolutely imperative for
Venture Outdoors to collect both written and verbal feedback in order to use these quotes for future
publications. These testimonials should be collected via feedback forms distributed at each of the four
VentureKids Festivals by the Venture Outdoors street team.

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Media Relations
Media Relations is a vital aspect of planning and executing a special event such as the VentureKids Festivals.
Media relations promotion should be specialized to each events location and activities.

Kick-Off Event
All media on the media list will be contacted to promote the kick-off event. Media relations will send this story
pitch out in the first round of press kits that are sent to the media.

Spring Into Fun - This pitch will focus on getting the medias attention for the VentureKids Festival
Kickoff Event. It will showcase the activities that are going to be at the kickoff event, including the
spectacle of costumed super heroes climbing the rock wall to reveal the banner announcing the
KidVenture Festival dates, times and locations.

April Event
This event will celebrate the warm weather. Media relations will capitalize on the importance of getting
outdoors after being cooped up indoors during the winter months. Families will be able to burn off the
childrens extra energy from staying primarily indoors during the winter months. Information will be sent to any
and all community calendars in the form of a media advisory. This is an easy and free way to help publicize the
event. Specific pitches that will be sent to select media are as follows:

Extra Energy - The pitch will focus on specific activities, rock climbing and a scavenger hunt. The storys
focus should be on the positives of getting families outdoors and active during the spring season.
Outdoor Families - This pitch will focus on how the festival can get families outside and active during the
springtime.

June Event
The June VentureKids Festival will take place in the Pittsburgh Zoo & PPG Aquarium parking lot. Just because
school is out, it doesnt mean kids have to stop learning. This can mean learning how to climb a rock wall, biking
on trails, or getting to know some of the educational staff and animals at the Zoo. Venture Outdoors can show
kids and family how to have fun in a different way that gets kids active and moving and still encourages them to
explore and learn new things. In addition to this, attendees of the event can enjoy a family movie after dark.
Specific pitches that will be sent to select media are as follows:

Zoo Adventure - This pitch will focus on kids getting outside after school. It will showcase the event at
the Zoo and will incorporate the kids being able to interact with the educational aspect of the Zoo and
the animals at the zoo.
All Day Adventure - This pitch will focus on getting the kids to spend the whole day outside learning and
ending the day with a movie in the park. It will showcase how there is a movie at the end of the day that
the whole family will be able to enjoy.

August Event
The August VentureKids Festival event will end the summer with one last outdoor fun festival before heading
back to school. The focus of the stories for this event would be about kids burning off all the extra energy they
have at the end of the summer and taking advantage of the August weather. Venture Outdoors will encourage
the kids to keep active even during school by getting them outdoors. This is a great opportunity for kids to
reconnect with friends that they havent seen all summer. This would also be a great opportunity to get families

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together before the hectic school year starts and before it turns into winter. In addition to pitching this story as
Back to School VentureKids Festival, the stories will be submitted to all community calendars. Specific pitches
that will be sent to select media are as follows:

Kid Olympics - Venture Outdoors will pitch this story idea to local sports editors. This would showcase
the different activities at the festival.
Teaching Teamwork - This story will focus on how to be part of team in order to complete a certain task,
such as a water balloon toss. This would also be another story for the sports editors and those media
that focus on reaching the parents of kids.
New Skills - This story pitch will focus on the kids learning a new skill while at the festival. The kids will
be able to learn to kayak so a focus will be on the techniques used to kayak and the rules follow to be
able to do this on their own.

October Event
The October VentureKids Festival event will take place in the Hill Districts Shop n Save parking lot. This event
and will celebrate the upcoming holidays of Halloween and Thanksgiving by showing children how to have fun
and be active in the fall and winter months. Venture Outdoors will encourage children to learn the history of
their neighborhood as well as surrounding neighborhoods, while exercising safety precautions. The VentureKids
Festival will show kids how to enjoy outside sports in the fall encouraging safety first. Specific pitches that will be
sent to select media are as follows:

Venture Pumpkin Patch - This story will focus on inviting families out to come carve a pumpkin and
celebrate the fall season with activities before the cold winter weather sets in and people want to stay
indoors.
Venture Maze - This story will focus on inviting families out to enjoy festivities and the hay bale maze,
and an obstacle course.
Venture Face Paint - This story will focus on inviting families getting out to enjoy the outdoors and face
paint.

Press Kit
A press kit should be developed before the events and contain the contact information of who the press should
contact if they have further questions. This includes names, phone numbers, and email addresses. The press kit
should include:

Company backgrounder explaining what Venture Outdoors does, when the organization started in 2001,
the mission, etc.
Biographical information about the founder, the importance of the organization and why it is unique
and stands out.
Schedule of events about Venture Outdoors and the four festivals.
Testimonials from Venture Outdoors members who have truly enjoyed their experiences.
Photos from previous festivals with people enjoying the Venture Outdoors experience.

As each VentureKids Festival approaches, the appropriate press releases for each of the events will be included
in the press kit. The releases will coincide with the story pitches for each event. The press release will include
themes for the upcoming events distinct locations, how the event positively impacts the community, benefits of
attending the VentureKids Festival, including accessible options for transportation, and free activities.

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Media List
Print Outlets
Pittsburgh Parent: calendarinfo@pittsburghparent.com
editor@pittsburghparent.com
Pittsburgh City Paper: cpotter@steelcitymedia.com (editor)
Trib Total Media: dconti@tribweb.com
gbrown@tribweb.com
Stephanie Hacke- shacke@tribweb.com
Post Gazette: eblazina@post-gazette.com
arodriguez@post-gazette.com
health@postgazette.com
localnews@post-gazette.com
Pittsburgh Magazine: bbenson@pittsburghmagazine.com
Northside Chronicle: editor@thenorthsidechronicle.com
North Hills Monthly: mmfisher@northhillsmonthly.com
InCommunity Magazine: tina@incommunitymagazines.com
Across Ross: rcook@acrossross.com (Richard Cook)
Butler Eagle: ksmith@butlereagle.com
Gateway Newspapers: lifestyles@gatewaynewspapers.com (Bob Weible)
Shaler Website: webmaster@shaler.org (For website calendar posting)
Penn-Franklin News: news@penn-franklin.com

Television Outlets
WTAE-ABC: wbell@hearst.com
WPXI-NBC: amarcinkiewicz@wpxi.com
assignments@wpxi.com
KDKA-CBS: aradbord@kdka.com

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