You are on page 1of 42

EXECUTIVE SUMMARY Our client All the Arts for All the Kids Foundation, is a non-profit organization that

provides arts education to kindergarten through eighth-grade students in the Fullerton School District. The foundation funds art lessons in the form of music, dance, theatre and visual arts. All the Arts for All the Kids Foundation raise a significant portion of their funds by holding an art auction every year called Pins, Pots and Possibilities. Our firm has undertaken the responsibility of creating favorable publicity and awareness of the foundation and the event itself. The main purposes Diligence PR has created this campaign is because of the potential reduced government funding of arts education in public schools. Diligence PR has recognized these threats and has designed a specific campaign to satisfy the needs of our client. The All the Arts for All the Kids Foundation seeks to provide schools with the essential and necessary rights of arts education that every child should possess. Along with the co-efforts of Diligence PR and the Foundation, we aim to fulfill these aspirations. Diligence Public Relations has created two different approaches to reach our goals of publicity and awareness. First, is a media based approach that entailed creating several articles that targeted specific demographics within Orange County and the greater Fullerton area. This included: press releases, feature articles, media alerts, and press kits. Our second effort is a grassroots approach, which consisted of solicitation packets and pre/post surveys. The media pieces were sent to news outlets such as the Orange County Register, The Daily Titan, Orange Coast Magazine and several blogging sites. The

purpose of our grassroots efforts such as the solicitation packets, were aimed at businesses in downtown Fullerton because of the locality of the event and this area is location of the main operation of the Foundation. These packets were used to obtain potential donors and sponsors for the Foundation and the event. The pre/post surveys measured the awareness of the event and foundation. Overall our Public Relations efforts were a success. Through our media articles and grassroots efforts we were able to accomplish our goal of raising awareness and publishing key items in valuable OC news outlets. With a small team, Diligence PR has been able to expand awareness through door-to-door solicitations and produce a full public relations campaign. Our campaign was created, implemented and evaluated in a short time of four months. Diligence PR fulfilled aspirations of the campaign to help the All the Arts for All the Kids Foundation so they can continue its mission to provide essential arts education to children.

INTRODUCTION The following introduction information was gathered from www.allthearts.org and through extensive interviews of Lauralyn Eschner and Marsha Judd, co-founders of All the Arts for All the Kids Foundation.

All the Arts for All the Kids Foundation is a non-profit organization seeking to provide arts education to kindergarten through eighth-grade students in the Fullerton School District. All the Arts for All the Kids Foundation provides this arts education in the form of in class arts lessons, mobile Learning Activity Buses (Arts LAB) and teacher grants for art projects.

All the Arts for All the Kids Foundation is unique among local arts education programs because of the comprehensive nature of its arts lessons. Currently All the Arts for All the Kids Foundation funds 24 arts lessons for every kindergarten through sixth-grade student in the Fullerton School District. This program m includes six lessons from each discipline of music, theater, dance and visual arts. Additionally these lessons are taught by professional artists donating their time to the cause of arts education.

All the Arts for All the Kids Foundation also fund the Learning Activity Bus (Arts LAB) program which converts school busses into traveling arts education learning stations. Two Arts LABs are currently deployed in the Fullerton School District, a

theatre Arts LAB, a video production Arts LAB, and a third music Arts LAB will be joining the convoy this year.

All the Arts for All the Kids Foundation contributes to arts education in the seventh and eighth grades by funding arts grants for teachers in the Fullerton School District. This service is designed to support arts education projects and provide the funding to make them possible.

All the Arts for All the Kids Foundation relies on community support to generate the financial resources to make all of these programs possible. One way that All the Arts for All the Kids Foundation raises money for its cause is through the annual Pins, Pots and Possibilities art auction. This year marks the 15th year of the Pins, Pots and Possibilities event. Money raised through this event in combination with public funding and private donations provide the aggregate financial resources needed to fund comprehensive arts education in the Fullerton School District.

All the Arts for All the Kids Foundation and the quality of its services potentially is directly affected by changes to the level of public funds allocated to arts education in the Fullerton School District. In recent years the availability of these funds has been in question. In response to this trend All the Arts for All the Kids Foundation is seeking to generate greater support amongst non-government funding.

All the Arts for All the Kids Foundation asserts the position that a comprehensive arts education is a right for all children and this right should not be hindered by a lack of funding. In this spirit, All the Arts for All the Kids Foundation is partnering with Diligence Public Relations to create awareness of the arts education services that All the Arts for All the Kids Foundation provides, the impact of these services, and the need for community support to ensure stable funding for arts education in the Fullerton School District amongst the threat of unstable public funds.

PROBLEM STATEMENT The most significant problem in respect to continuing the success of All the Arts for All the Kids Foundation is the potential of government funding being cut from arts education in the Fullerton School District. Such cuts would undermine the goals of All the Arts for All the Kids Foundation to maintain and expand their comprehensive arts education program. The public relations campaign executed by Diligence Public Relations for All the Arts for All the Kids Foundation expands public awareness of the Foundation, the arts education services they provide, and the need for continuing contributions.

SITUATIONAL ANALYSIS

Internal Environment:

All the Arts for All the Kids Foundation is a grassroots non-profit organization dedicated to providing comprehensive arts education to children within the Fullerton School District. The organization thrives on the efforts of volunteers and the donations of generous financial supporters and artists. The funding for All the Arts for All the Kids Foundation is dependent on government funding, private donations and the revenue from an annual fundraiser Pins, Pots and Possibilities. Unstable public funding is one of the largest weaknesses to All the Arts

for All the Kids Foundation. Part of the organizations goals is to stabilize funding through increased private donations and a movement away from dependence on public funds.

External Environment

External support for this organization is traditionally very strong among local publics. All the Arts for All the Kids Foundation has dependable private donors and strong supporters of its arts education cause. Threats to the organization exist in the form of a slow economy reducing both public funds and philanthropic dollars to financially support the organization. Other threats also exist in the form of competing non-profit organizations and other public services seeking to gain an allotment of limited public funds.

Public Perception

Visibility: All the Arts for all the Kids Foundation has high local visibility through being published in local newspapers such as OC register, Fullerton Observer and Fullerton News Tribune. The tone of previously published media content about All the Arts for All the Kids is positive and supportive. There is room for increased visibility outside of the Fullerton and the Orange County community. Reputation: Among its aware and active publics, All the Arts for All the Kids Foundation has an indisputable reputation as a leader of arts education.

POSITION STATEMENT:

All the Arts for All the Kids Foundation seeks to place itself at the forefront of peoples minds by generating awareness for the organization, the arts education services it provides, the impact of these services, and the need for community support to continue these services- essentially positioning All the Arts for All the Kids Foundation as a most favorable non-profit organization to financially support.

WORK STATEMENT RESEARCH Consisted of three major facets: Creating a media list for All the Arts for All the kids foundation began with local publications and identifying the audience that we would like to reach. The list of publics include; educators on all levels (primary school teachers, college professors for the local community college and university), major benefactors of the foundation, artist and collectors, parents, and the general public. Research was conducted by visiting websites of the following publications; Orange County Register, Los Angeles Times, The Fullerton Observer, and The Daily Titan. Diligence Public Relations researched the city of Fullerton to better understand the demographics. We visited the official City of Fullerton web page (www.cityoffullerton.com). Diligence PR found that among the major employers in the city, many of them were related to education. The educational institutions included California State University, Fullerton, Fullerton Unified School District, and Fullerton College. With this in mind, our group felt that it was important to get our client in a local publication. In order to better understand the importance of why All the Arts for All the Kids Foundation is so passionate about their cause, Diligence researched the many effects that arts education has on childrens brains. We conducted our research online through many databases and found articles such as:

The Arts in Education which gave a important information on No Child Left behind, published at (http://content.epnet.com.lib-proxy.fullerton.edu/pdf18)

Critical Evidence: How the Arts Benefit Student Achievement which gave numerous statistics proving the importance of arts education, published at (http://www.aep-arts.org/files/research/Critical%20Evidence.pdf)

Americans For The Arts: Harris Poll This poll showed how important people view arts education. (http://www.AmericansForTheArts.org/news/press/2005/2005_06_13b.asp)

Making Music, Reaching Readers which showed how reading music stimulates brain waves helping a childs reading proficiency (http://p8331metalib.calstate.edu.lib-proxy.fullerton.edu/exlibris/metalib/m4_3/tmp/vir0123.exl)

A data based model to predict postsecondary educational attainment of low socioeconomic status students which showed effects of academic expectations on the students ( http://p8331metalib.calstate.edu.libproxy.fullerton.edu/exlibris/metalib/). These articles all provided us with research proving that arts education has a significant and vital impact on a childs brain in a learning environment. Please see Appendix L for all above articles.

PLANNING

Public Relations Goal: Diligence Public Relations team sought to expand positive awareness of All the Arts for All the Kids Foundation among our key publics.

KEY MESSAGES:

The arts are crucial to the development of children.

All the Arts for All the Kids Foundation provides comprehensive arts education to students in the Fullerton School District.

All the Arts for All the Kids Foundations success is made possible by continued community support.

TARGET PUBLICS: Donors

Were a key public to our organization because they provided the funding to the foundation and its comprehensive arts education program. This target public included

private individuals, community businesses and organizations.

Private Individuals

Parents: Were a key target public because their children benefitted from All the Arts for All the Kids Foundation. Parents had stake in the organization because the Foundation offered higher learning through art that increased student performance. Parents included key publics who were aware and unaware of the Foundation.

Socioeconomics: Parents ranged from all backgrounds including educated and uneducated with low to high incomes.

Media channels for parents included major newspapers, local newspapers, school district publications, a variety of magazines from assorted interests, cable and non cable television news outlets.

Philanthropists: Wealthy people who wanted to see their money put towards a worthy cause. Philanthropists tailored their donations according to their special interests.

Socioeconomics: Upper class and educated.

Media Outlets included major newspapers, financial publications such as Wall Street Journal, various magazines, television news outlets and publications specific to their trade or profession. Philanthropists are more active in seeking

information independently when compared to other publics.

Community Leaders: Community leaders ranged from school principals, politicians and presidents of active community organizations such as the Rotary Foundation. Creating a public image that was associated with community activism motivated the community leaders.

Media materials included a variety of news publications, political publications, local publications, and newsletters.

Socioeconomics: Middle class and above.

Community Organizations:

These organizations had specific mission statements, which will dictate where they place their charitable dollar. For example, The mission of The Rotary Foundation is to enable Rotarians to advance world understanding, goodwill, and peace through the improvement of health, the support of education, and the alleviation of poverty. (http://www.rotary.org/en/AboutUs/TheRotaryFoundation/Pages/ridefault.aspx)

The motivation in supporting All the Arts for All the Kids Foundation for organizations similar to the Rotary Foundation was the fulfillment of their unique mission statement.

Community Businesses:

Local community businesses had a stake in All the Arts for All the Kids Foundation similar to community organizations. These businesses promoted goodwill in the community and therefore created a relationship with their customers through a good public image. Community businesses raged from restaurants, chiropractic offices, yoga studios, hardware stores, and furniture stores. Their motivations were advertising and public relations, helping the potential for more store business.

Socioeconomics: Local businesses tended to be smaller with little to no budget for advertising. They did however have a special interest in donating to non-profit organizations for tax write off purposes.

Art Community:

Artists were a key public as they donated art to the Pins, Pots and Possibilities Event, instructed students in art lessons and brought world-class talent to the organizations arts programs. Through our public relation campaign we promoted the reputation of All the Arts for All the Kids and Pins, Pots and Possibilities in order attract even more artists recognition and support for the Foundation.

General Public:

They were a key public because this group allowed for the expansion of knowledge and attitudes about All the Arts for All the Kids Foundation into previously unaware publics.

GOALS AND OBJECTIVES Public Relations Goal: Diligence Public Relations team sought to expand positive awareness of All the Arts for All the Kids Foundation among our key publics.

Objective 1: To increase positive awareness of All the Arts for All the Kids among a mass sample of our key publics. Specifically to have strategic information about All the Arts for All the kids Foundation published in 10 local media outlets by December 1, 2008.

Strategy Developed media materials highlighting the newsworthiness of this years Pins, Pots and Possibilities event and exploited the characteristics of local controlled and uncontrolled media.

Controlled media: Strategies for publication and increasing awareness.

Controlled media allowed for control over messages, content, timing, presentation, and tone of the media materials produced for publication. (Smith, 157) Essentially, controlled media allowed for specific messages to be created and to be delivered to our key publics exactly as we designed the messages. Two relevant controlled media outlets were the publishing of feature articles and community calendar postings. Our strategy for gaining publication of these media materials was to create angles about the Pins, Pots and Possibilities event that were tailored to human interest, proximity and impact. The Pins, Pots and Possibilities event was to be used as a strategy in pursuit of postings in community or arts calendars that created the opportunity for another controlled message.

Beyond the strategies outlined to gain publication of controlled media materials, there was also strategy as to what the content and the messages of these controlled communications would be. To advance the objectives and goals of this campaign every key talking point was imbedded within each feature article and calendar posting. This strategy maximized the probability that materials about All the Arts for All the Kids Foundation was published in a controlled context. Ensuring our key messages were presented in these media materials advanced our awareness goals and objectives.

Tactic Feature Article Stories

Multi-generational story: The Dahl family has donated art to Pins, Pots and Possibilities for three generations. Pins, Pots and Possibilities has been around for 15 years and along with the events legacy is a story about a family that has three generations participating in the auction.

Marsha Judd profile: An in-depth feature article on the talented local artist, community activist, devout teacher and leader in arts education illustrated the labor of love that the Foundation thrives on. This interview tied in the people behind the scenes of the Foundation to the community at large.

Pins, Pots and Possibilities: This year's Pins, Pots and Possibilities event provided the opportunity to highlight the artists and patrons who made this event possible. The event also showcased the importance of donations to the All the Arts for All the Kids Foundation. Lastly, Pins, Pots and Possibilities displayed how arts education benefits Fullertons children and the community at large.

Characteristics: Proximity, broad audience, appealed to human interest.

Tools: Media list (appendix)

Evaluation: Press clippings and content analysis measured the number of articles published as well as evaluated the presence of our three talking points in each published article. Published articles were given a score relevant to the number of talking points they communicated.

Tactic 2 Uncontrolled media: Press Kit, Media Alerts, Press Release Strategy Uncontrolled media was characterized by the involvement of press and reporters to develop stories about All the Arts for All the Kids Foundation with limited control over the content of the final message. The strategy related to this type of media was first to establish newsworthiness through the Pins, Pots and Possibilities event, second to pitch our key talking points, and finally to invite media outlets to the Pins, Pots and Possibilities event. This was accomplished through the cretion of press kits (appendix__), media alerts, and press releases.

To promote this newsworthiness, the Pins, Pots and Possibilities event was used to pitch elements of action, consequence, effect, fame, prominence, proximity, and unusualness.

Elements of action pertaining to Pins, Pots and Possibilities included community support in the form of donated time, money and art. The programs that All the Arts for All the Kids Foundation provides for the students also presented a newsworthy angle that Diligence Public Relation included in its media tactics.

Newsworthiness of consequence spoke to the results All the Arts for All the Kids Foundation produces in arts education and in developing young minds.

Fame related to the celebrated artists who were featured at the Pins, Pots and Possibilities event.

Prominence entails the reputation of the event among artists and the prominence of All the Arts for All the Kids Foundation in the Fullerton community.

Proximity appealed to local media outlets. Finally, unusualness is relevant in the unique nature of the All the Arts for All the Kids Foundation, being that it is the only program that provides every K-6 child in the district with a comprehensive arts education. The very unique Learning Activity Bus (Arts LAB) was unveiled at the Pins, Pots and Possibilities event, and is a first for the school district.

Strategically appealing to elements of newsworthiness through our Pins Pots and Possibilities event and including our key talking points in these appeals increased the

likelihood that stories were published about All the Arts for All the Kids Foundation. Diligence Public Relations advance our goals and objectives through the inclusion of our key talking points.

Evaluation: In order to measure message exposure press clippings of published materials were to be collected and content analysis was to be measured both by the number of published materials and the presence of our three talking points within each article.

Objective 2: To increase the positive awareness of All the Arts for All the Kids Foundation among a specific targeted sample of our key publics, specifically to measure increased awareness in 20 local businesses/potential donors by December 1, 2008.

Strategy: We identified specific community businesses with parallel characteristics to known donating businesses. Once these businesses were identified, Diligence Public Relations began to approach them as solicitors for All the Arts for All the Kids Foundation. Specifically, donations that could be auctioned off at the Pins Pots and Possibilities event were solicited. The strategy behind these solicitations was to incorporate our key talking points into our presentations. This ensured that awareness of All the Arts for All the Kids Foundation and the key messages related to this campaign were established within the targeted businesses. This also provided an opportunity to create personal contact with individuals, extend invitations to the Pins Pots and Possibilities event, and

generally promote All the Arts for All the Kids Foundation as a local organization that creates positive impacts on the community.

Tactic: Solicitation packet and presentations

Solicitation packages included the following materials (See appendix ___) FAQ (specific verbiage used at clients request) Fact Sheet (specific verbiage used at clients request) Press Release Schedule of Events All the Arts for All the Kids Foundation Brochure (created by the Foundation) Pins Pots and Possibilities Invitation (created by the Foundation)

Solicitation Presentations included the following key talking points:

The arts are crucial to the development of children.

All the Arts for All the Kids Foundation provides comprehensive arts education to students in the Fullerton School District.

All the Arts for All the Kids Foundations success is made possible by continued community support.

Tools: Parallel Business List

Known Donors

Potential Fullerton Donors

APPLEBEES ALBERTSONS BARNES & NOBLE BEN & JERRYS ICE CREAM BIKRAM YOGA MUSEUM OF WESTERN HERITAGE BREA CURTIS THEATER CHOMP BROWNSTONE CAF HIDALGO CAF CAMELOT GOLFLAND CAYOTE HILLS GOLF COURSE THE CELLAR CLASSIC WINES OF CALIFORNIA

TGIF RALPHS BORDERS BASKIN ROBBINS YOGA TREE STUDIO FULLERTON MUSEUM CENTER MAVERICK THEATER HANA SUSHI OLD SPAGHETTI FACTORY STEAMERS CAF GOLFERS PARADISE FULLERTON GOLF COURSE THE MELTING POT LA CRUMBRE WINE TASTING

DICK BLICK ART MATERIALS CM SCHOOL SUPPLY ADVANTAGE SLASE AND MARKET COPY GROUP CRANE ARCHITECTURAL GROUP LACMA LA FITNESS LA MIRADA THAETER OF PA BRIAN TORRES DESIGN LUX SALON MIMIS CAF LUCKY FIND ANTIQUES

ARDVARK TEACHER SUPPLIES ALLSTATE INSURANCE OMNY COPY WAREHOUSE BRECHTEL ARCHITECT MOCA 24 HOUR FITNESS PREFORMING ARTS CENTER CSUF HAYDEN DESIGN UNITY SALON KNOWLWOOD BRICK BASEMENT

Evaluation:

A four point scale of message acceptance was used to measure the success of our solicitation presentations: 4= Donation. After hearing our key messages and reviewing our solicitation packet awareness of All the Arts for All the Kids Foundation, its cause, its impact, and its need for community support elicits a donation. Positive awareness established.

3= Information request. After hearing the key messages associated to this campaign a business agrees or requests to accept and review our solicitation package to become

more familiar with All the Arts for All the Kids Foundation, its cause, its impact and its need for community support. Awareness is established.

2= Key Messages. Completed presentation of key messages. Cursory awareness of All the Arts for All the Kids Foundation is established.

1=Busy, no interest. Presentation is unsuccessful in presenting our key messages. No awareness established.

Budget: There was no budget allocated for the execution of this public relations campaign. Diligence Public Relations donated their work pro-bono including time and travel. Fullerton School District, the district in which All the Arts for All the Kids Foundation is a member of, provides its services at no cost.

Timeline: 2008 September 15 Client letter of agreement September 15-30 Research -Write public relations plan. September 30- October 3 Solicitations October 3- October 13 Pre Campaign Awareness Surveys

October 6-18 Press Kit Delivery (pre event): Press releases Media alerts Calendar events Artist bios October 18 -Event: Pins, Pots and Possibilities October 19-26-Feature Articles Delivery (post event) -Post Campaign Awareness Surveys. October 27- December 1-Campaign evaluation. EXECUTION Solicitation packets were assembled in order to raise awareness among surrounding businesses and collect donations from participating businesses. Solicitation packets included; a fact sheet, timeline of the event, Pins, Pots and Possibilities, a solicitation pitch letter, FAQ, event flyer, and a donation form. *some items contain specific verbiage at the request of the client (See appendix_) The assembled packets were presented to local businesses in order to raise awareness about the Pins, Pots and Possibilities event, the All the Arts for All the Kids Foundation and the importance of arts education in the classroom. Business cards were collected in order to track the businesses that were contacted. (See Appendix_) Questionnaires were designed using the textbook: Marketing Essentials. The design was based on a scoring system that measured awareness and attitudes. The

awareness that was measured included; arts education programs in the Fullerton School District grades K through six, the All the Arts for All the Kids Foundation, and the art auction Pins, Pots and Possibilities. The attitudes that were measured included the importance of art education is to the academic success of students and the importance of private donations for funding the art education programs. (See appendix _ ) Execution of press kit consisted of creating a media alert, press release, company biography, and a schedule of the Pins, Pots, and Possibilities event. The media alert contained a quick breakdown with information about the event describing who, what, where, when and why. The media alert included a visual illustration from the client. The press release in the press kit supplied further detailed information about the foundation and the art auction. The company biography included a brief description of the All the Arts for All the Kids Foundation. The biography explained what the foundation provides and why arts education is important for the development of the whole child. (See press kit in appendix __) Five press kits were assembled and mailed two weeks before the All the Arts for All the Kids Foundations 15th annual art auction Pins, Pots and Possibilities. The five publications that were chosen to be mailed included; The Orange County Register, The Los Angeles Times, The Fullerton Observer, ABC7 Broadcast Center, and KTLA-TV. Both ABC7 and KTLA-TV were both directed to the North Orange County Community News Desk. These media outlets were chosen to receive a press kit because of the audience they reach. Our key publics identified in the situation analysis not only included the Fullerton community, but also included the surrounding area. The client requested coverage both inside and outside of the community. (See Appendix__ for

media list) Press releases were emailed simultaneously with the press kits. (See appendix_) In addition to the press release, a follow-up media alert was sent one week before the event to all contacts on the media list. (See appendix_) In addition to the media kits, press releases and media alerts, submissions to event calendars were made to the following; OCnowEvents@cox.com, agrenda@orangecoastmagazine.com, http://events.ocregister.com, and http://www.dailypilot.com/calendar/submit/. Event information was submitted including what artists were going to be there, if food was being offered, admission price, what time the event started and ended and who was hosting the benefit. (See Appendix_ ) The weekend before the event, Communications Manager, Nicole Grodesky, visited the Daily Titan and met with the assistant editor and pitched a story idea on Marsha Judd, co-founder of All the Arts for All the Kids Foundation and founder of the art auction, Pins, Pots and Possibilities. The pitch was well received. After the event a feature article was written by Nicole Grodesky and submitted along with photos of the event also produced by Grodesky. The article hit front page of the Daily Titan on October 20, 2008. This article was also posted on the Cal State Fullerton Daily Titan web site including pictures and full text. (See Appendix_) Press clippings were gathered after the event. In addition to The Daily Titan article, an article was discovered in the Orange County Register titled Music Bus Gearing Up For Tuneful Travels. The article contained newsworthy information that was included in the media alert issued to the press prior to the event, Pins, Pots and Possibilities. This article was also posted on the Orange County Register website with

a different title, Music Bus Almost Ready For Tuneful Travels, but including same text and pictures. (See Appendix_) After the clients event, Pins, Pots and Possibilities, additional feature articles were written by Diligence team members, Pricilla Colmenero and Krystal Rosado. Two blogs were created in order to publish the articles. A Blog was created on OCmoms.com. OCmoms.com is a supplement to the online edition to the Orange County Register. The blog was created in order to reach a latent public that was identified in our situation analysis. The second blog was created using blogger. This blog was created for the client to use as for immediate stakeholders and stake seekers as away to stay in the minds of publics that are invested. (See Appendix__ ) There were a total of three articles written. The articles include an article written by Nicole Grodesky about Marsha Judd and the Pin auction, Colmeneros article on music in the classroom, and Rosados article on three generations of artist connected to the Pin auction. (See Appendix_) Grodeskys article targeted the audience at California State University, Fullerton. The audience was identified in our situation analysis as publics associated with philanthropy and major benefactors. These publics were identified as key publics and were targeted to raise awareness. Colmeneros article was focused on the All the Arts for All the Kids programs in the school. She focused her story around a specific music teacher. She observed the teacher and the children participating in the arts program. The article was created in order to pitch to local newspapers and magazines. Publics identified to target with this

article include our latent publics identified as teachers, parents and publics that support art in the classroom. Additional publics to target were major donors and benefactors. This audience was chosen to target because they are stakeholders and are essential to the future of the foundation. The article was published on the All the Arts for All the Kids blog page on blogger in order to stay in the minds of the foundations key publics. The second article written by Rosado featured a story surround three generations who participate in the art auction, Pins, Pots and Possibilities. The article was published on OCmoms.com and the All the Arts for All the Kids blog page on blogger. This article was created to highlight the community involvement surrounding the art auction. This article was created with the idea that everyone can be involved in the event and there are no age limits. A pitch to Ceramics Daily was made online to the editor. An email was received describing further action required by Diligence. Due to time constraints further action was not taken. (See pitch letter and response in Appendix__) Upon the clients request, a collage of photographs (hot sheet) from the art auction, Pins, Pots and Possibilities was created. The hot sheet highlighted all the activities that took place at the event including; ticket sales, the live auction, the silent auction, raffle tickets, the drum circle, the music bus and key participants at the event. The hot sheet was posted on the All the Arts for All the Kids Foundations blog created by the Diligence PR group. The hot sheet posting included a special thanks to the artists that donated and all the people who support the foundation. The hot sheet was posted on the blogger site, which targeted our key publics who were identified in our situation analysis. (See Appendix _ )

Diligence Public Relations conducted interviews with Lauralyn Eschner, President of All the Arts for All the Kids Foundation, and Marsha Judd, Co-Founder of the organization. These interviews were conducted through email and were used by the Diligence team to gain a better understanding of the organizations background. Questions included information about the original founders of the organization, the first artists pin auction and how the foundation has evolved over the years. (See Appendix_ ) Obstacles that were encountered consisted of the time constraints surrounding the deadline for donations. A letter of agreement was signed leaving the team with seventeen days to conduct research, develop a strategic public relations plan complete with our solicitation packets. The time constraints were resolved by splitting up into teams of two, and work was delegated based on availability of each team member. An additional obstacle encountered was uncooperative businesses. The obstacle pertaining to uncooperative businesses was resolved by taking the opportunity to discuss key talking points in line with our goals in the strategic plan to raise awareness. There was an obstacle encountered with fitting all the newsworthy information onto one page for the media alert. The obstacle was resolved by deleting less important information and resizing the illustration that was incorporated into the media alert. The most significant obstacle that the Diligence team encountered was the major economic downturn. The obstacle was resolved by suggesting to business owners to donate a gift certificate, coupon or gift card to attract returning business.

Team Member Duties Krystle Rosado As the Communications Manager, Krystle Rosado was responsible for a variety tasks to keep relations between the media, sponsors and the client lucrative. In the beginning of our endeavors for the All the Arts for All the Kids foundation, the group and Rosado put together solicitation packets to hand out to potential sponsors who may wish to donate to the Pins, Pots and Possibilities art auction. This included brochures, flyers, business cards and contact information. Another responsibility was to survey businesses in surrounding downtown Fullerton to ask if they are familiar with the All the Arts for All the Kids foundation. Rosado and Priscilla Colmenero accumulated a total of 13 pre-event surveys. These surveys were later used to calculate the awareness generated by the non-profit organization. Rosados biggest responsibility was to interview different artists who have been involved with the non-profit organization to create a feature article. This feature article entitled Multi-Generations of Art, was intended for publicity purposes to highlight the Pins, Pots and Possibilities event and of course the organization itself.

Melanie Getman Administrative Director duties: Acted as a liaison between Diligence Public Relations and All the Arts for All the Kids Foundation. Made contact with president, Lauralyn Eschner, in person, on the phone or through email regularly. Had regular meetings with co-founder, Marsha Judd, every Tuesday/Thursday. Provided constant reminders to Diligence associates about meetings, assignment deadlines and article

publishing. Getman was part of the street team that hit downtown Fullerton spreading the word through solicitation packets, acquired donations for the event, Pins, Pots and Possibilities, and conducted post evaluative surveys. Getman gathered a list of volunteers to work at the event, Pins, Pots and Possibilities, volunteered working as a cashier for the auction sales and asked for email contacts from the guests during the event. Lastly, she contributed in writing the plan developing the target publics and situational analysis.

Priscilla Colmenero Colmenero is the Arts Director for Diligence Public Relations within this semester; Colmenero has contributed her talents and ideas in various forms. She helped to collaborate on their clients PR plan and has written press releases and new releases for their clients organization. She has helped with some of the photography artwork that had to be done for their clients live auction event, Pins, Pots, and Possibilities. Colmenero also helped some of her group members in getting donations and advertisements for their client. And along with helping to create Diligence Public Relations survey questions, she also completed all of the pre-surveys in Downtown Fullerton area. Last but not least, Priscilla observed one of the All the Arts for All the Kids music lessons at Beechwood Elementary and wrote a feature article on it.

Holly Cobb Event Director, Holly Cobb, assisted in coordinating all events conducted by Diligence Public Relations. This included locating business in the Downtown Fullerton

area to target with solicitation packets and surveys. She volunteered at the event, Pins Pots and Possibilities and conducted interviews with local artists and philanthropists. Cobb contributed multiple hours planning the background of the Diligence Public Relations campaign, focusing on the research and situational analysis. Cobb participated in writing and editing the survey including all taking points created by Diligence Public Relations. She was also part of the street team that hit Downtown Fullerton visiting a total of 62 businesses.

Jonathan Barba Executive Director Jonathan Barba was the figurehead of the Diligence Public Relations team. He worked efficiently and effectively with the group developing the PR plan that was presented to the client. He was in charge of developing the goals, objectives, strategies, tools and tactics. Barba also delegated tasks to other team members making sure all deliverables were completed on time and contained the three main talking points. He was part of the street team that delivered solicitation presentations in Downtown Fullerton and also surveyed local businesses in the area.

EVALUATION

The public relations goal established by Dilligence Public Relations and All the Arts for All the Kids Foundation was to expand positive awareness of All the Arts for All the Kids Foundation among our key publics, specifically those publics which are likely to donate to the organization. This goal was set with the awareness of potential funding shortfalls for the All the Arts for All the Kids Foundation due to statewide budget deficits. Through a media and grassroots public relations campaign, Diligence Public Relations sought to bolster local support of the Foundation, and position All the Arts for All the Kids Foundation within the awareness of its likely donating publics.

In pursuit of our first campaign objective - To increase positive awareness of All the Arts for All the Kids among a mass sample of our key publics; specifically to have strategic information about All the Arts for All the kids Foundation published in 10 local media outlets by December 1, 2008- All the Arts for All the Kids Foundation was promoted through a media campaign that generated 11 published media materials in newspapers, blogs, and online calendars. These publications included the OC Register, the front page of California State University, Fullertons newspaper The Daily Titan, and Orange Coast Calendar. Overall, five of the published articles included all three of the campaigns key messages and another four contained two of these key messages. These figures reflect that the campaigns goal of increasing awareness about All the Arts for All the Kids Foundation and was successful. Please see appendix

for a summary of published articles and the number of key talking points each article included. (Appendix___)

The campaign was successful in achieving its second objective of bolstering local support through our grass roots campaign of soliciting local businesses for contributions while simultaneously fostering positive awareness of All the Arts for All the Kids Foundation through person direct contact.

A four-point scale of message acceptance was used to measure the success of our solicitation presentations:

4= Donation. After hearing our key messages and reviewing our solicitation packet awareness of All the Arts for All the Kids Foundation, its cause, its impact, and its need for community support elicits a donation. Positive awareness established.

3= Information request. After hearing the key messages associated to this campaign a business agrees or requests to accept and review our solicitation package to become more familiar with All the Arts for All the Kids Foundation, its cause, its impact and its need for community support. Awareness is established.

2= Key Messages. Completed presentation of key messages. Cursory awareness of All the Arts for All the Kids Foundation is established.

1=Busy, No interest. Presentation is unsuccessful in presenting our key messages. No awareness established.

Solicitation presentations were delivered to the following local Fullerton businesses, and their respective level of awareness from the presentation is listed below.

1. Frucci Yogurt- 1 2. Wahoos- 2 3. Caf Hidalgo- 3 4. Stadium Tavern- 3 5. Lollicup- 3 6. David Fox Special Tees- 3 7. Yoga Tree Studio- 4 8. Hibbleton Art Gallery- 2 9. Zings- 1 10. Revolucion- 4 11. Brannigans- 4 12. Roman Cocina- 4 13. Anilisa14. Frutti Gelato Caf- 2 15. Fullerton Community Bank- 4 16. Bobs Ace Hardware- 3 17. Florentines- 4

18. Starbucks Coffee- 1 19. Spadra- 1 20. Rialto Caf- 3 21. Knowlwood- 1

This four-point scale was meant to measure the success of our solicitation presentations by the level of awareness that we created in local businesses. We achieved our goal of presenting to 20 local businesses.

We found that these solicitation packets were very well received and many organizations were more than happy to donate for this wonderful cause. Most importantly, all of our key talking points were presented to the majority of each of these organizations. Everyone whom we spoke with, whether they made the choice to donate or not, became aware not only of the Pins, Pots and Possibilities event, but of the All the Arts for All the Kids Foundation as well. This awareness will pave the way for All the Arts for All the Kids Foundation in the years to come and will create increased inclination for businesses to donate in the future.

A pre and post campaign survey of awareness related to All the Arts for All the Kids Foundation was implemented to measure awareness changes in the community. The survey measured awareness of the following topics: All the Arts for All the Kids Foundation name recognition, awareness of the Pins, Pots and Possibilities event, awareness of the positive impact of arts education on student development, awareness

of the presence of comprehensive arts education within the Fullerton School District, and awareness of the need of community support to continue a comprehensive arts education in the Fullerton School District. Kevin Nicholas, a UCLA Statistics Graduate Student, offered his time to Diligence Public Relations and All the Arts for All the Kids Foundation, pro bono. He created a statistical analysis of our survey results that showed, the trends of significant decreases of unawareness (72.7% of pre-campaign sample to 41.4% post-campaign sample as well as significant increases in the somewhat aware and aware [categories] lend themselves to the conclusion that the impact of Diligence Public Relations campaign is practically significant. (See Appendix _ for full report). Diligence Public Relations was fortunate in the fact that All the Arts for All the Kids Foundation did not have expenses for the materials we were responsible for. Since the Foundation is part of the Fullerton Unified School District, all material such as printing, paper, postage, etc was available at no cost. All the Arts for All the Kids had generous donors who volunteer their services, such as graphic design, food, and equipment at no cost to the Foundation. Our timeline for our campaign was relatively simple and easy to follow. This allowed for no deviations from the original timeline. We should have included a timeline in the beginning of when to send out press releases and pitch letters for organizational purposes, but not having one did not hinder us from this obstacle.

ACCUMULATED HOURS OF DILIGENCE PUBLIC RELATIONS

Team Member Nicole Grodesky Melanie Getman Jonathan Barba Holly Cobb Pricilla Colmenero Krystal Rosado

Billable Hours 30 41 40 42 23 20

Non-Billable Hours 16 32 25 30 23 16 46 73 65 72 46 36

Total

Total Diligence Hours: 338 When Diligence accounts for their 338 working hours combined with 11 published media materials, 21 solicitation presentations, an increase in Pins, Pots, and Possibilities event turnout by 150 people, allows Diligence Public Relations to call their campaign for All the Arts for All the Kids Foundation a success in increasing awareness. Diligence Public Relations is supported in their conclusions by a positive pre/post campaign survey analysis.

CONCLUSION

Diligence Public Relations ran a broadly successful campaign. We proved to generate an increased awareness of All the Arts for All the Kids Foundation. We were able to generate a higher attendance at the Foundations main fund raising event, Pins, Pots and Possibilities by 150 guests as compared to last year. Our survey results prove to have increases an awareness of the Foundation throughout the community. The main problems that we encountered mostly were due to our publics financial staus. Due to the current state of the economy, many businesses we spoke with were not in the position to donate their services to Pins, Pots and Possibilities. We also dealt with conflicting schedules, as any group of six people would expect to encounter. Diligence PR handled this obstacle by making sure we communicated nonstop via email and phone. Due to the hard work and tedious efforts the Foundation, along with each team member, was willing to put forth, Diligence was able to run a smooth and effective public relations campaign for All the Arts for All the Kids Foundation. All the Arts for All the Kids Foundation is a foundation that continues to grow each year. If Diligence PR were to be a partner with the Foundation again next year, actions can be taken to create a more robust public relations campaign. Diligence Public Relations would seek to compile a more comprehensive list of all donators who have contributed in the past to aid us in seeking future donations. We would also target larger publications, seeking national coverage of the Pins Pots and Possibilities event. The event, Pins, Pots and Possibilities is a well-known event throughout the

community, but Diligence would seek to create a comprehensive contact list of people who attend the event each year. This contact list would be used to alert attendees of new information as well as keep the Foundation in their minds throughout the year as opposed to the time of year for the event. Diligence Public Relations teams is humbled by the vast amount of information we learned about the practice of public relations throughout the course of this campaign. As a student public relations firm Diligence Public Relations worked effectively in creating and executing a campaign for All the Arts for All the Kids Foundation. While our organization made significant progress in establishing precedent for future public relations campaigns within, the firm has also identified that All the Arts for All the Kids Foundation would benefit greatly from ongoing public relations efforts. In anticipating future growth, and preparing for potential financial shortcomings, an ongoing or reoccurring public relations campaign would better position All the Arts for All the Kids Foundation to remain a remarkable leader of comprehensive arts education in the Fullerton School District. While focusing on local and broad publics, like our campaign has done, All the Arts for All the Kids Foundation will be able to motivate its local base while expanding their unique program into unaware publics. In conclusion the application of public relations tactics proved to be an effective tool for increasing awareness of All the Arts for All the Kids Foundation and our firm recommends that our client continue to pursue public relations as a cost effective promotion of support for their organization.

Citations Smith, Ronald D. (2005). Strategic Planning for Public Relations. New Jersey: Lawrence Erlbaum Associates, Inc.

Judd, Marsha. (2008, September). Personal Interview.

Eschner, Lauralyn. (2008, October). Personal Interview.

All the Arts for All for All the Kids Foundations website provided the comprehensive information used in writing this public relations plan. (www.allthearts.org).