Public Relations Campaigns - Senior Capstone

1. We’re All In The Same Boat!
California Inclusive Sailing
1

2. California Inclusive Sailing
We’re All In The Same Boat!
2016 Public Relations Campaign
By: Torrie White, Rose Ramseth,
Courtney Hummel,Addy Eveslage,
Josh Zakaria

3. Introduction
4 Introduction
6 Client Fact Sheet
7 Executive Summary
Part I: Campaign Plan
10 Background
12 Situation Analysis
15 Core Problem & Opportunity
16 Goals & Objectives
17 Campaign Theme
18 Key Publics
20 Messaging Themes
24 Strategies & Tactics
28 Communications Table
30 Calendar
32 Budget
33 Evaluation
Part II: Communication Tactics
36 Press Kit
37 Event Invite & Thank You
38 Website Homepage
40 Instagram
41 Spokesperson Bio
42 News Release
43 Special Event Email Alert
46 Facebook Critique
Part III: Appendix
50 Original Research
53 Surveys
55 Publics
56 Research Bibliography
Table of Contents
3

4. Introduction
California Inclusive Sailing (CIS) is a nonprofit organization based in Newport Beach,
California that provides the opportunity for people with disabilities and veterans to experience
the recreational sport of sailing. The organization was started in 2015 by Steve Bender and has
since worked to give this unique experience of sailing to as many people as possible.
Two of the biggest challenges that CIS faces are the lack of volunteers within the
organization followed by a low participation rate. However, these problems are not mutually
exclusive as the lack of volunteers directly affects the amount of participants the organization can
accommodate. This public relations campaign hopes to create an opportunity for this organization
to expand its participation and level of interaction by targeting both prospective volunteers and
participants.
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5. 5

6. Client Fact Sheet
Contact
Steve Bender
steve@stevebender.net
949-391-SAIL
Mission
California Inclusive Sailing is a unique organization
providing an opportunity for people with disabilities and
veterans to experience the immersive,
team-oriented sport of sailing in accessible sailboats.
Organization
The organization is led by a small board of directors. The
leader of the program is Steve Bender, CEO and founder
of California Inclusive Sailing. Christian Buhl serves as the
secretary and Fernanda Castelo serves as president.
Services
The program aims to take participants on the water every
week and expose the participants to basic guidelines and
safety procedures associated with the sport of sailing. The
program creates an atmosphere of potential healing and
happiness for each participant.
Hours
California Inclusive Sailing is not run on an hourly basis, but
instead is based on staff and volunteer availability.
Participants sign up for time slots based on times that the
boats are available.
Facility
California Inclusive Sailing is located right on the water in
Newport Harbor where the boats are stored. The vessels are
kept out of the water until they are needed, therefore making
it extremely important to appropriately schedule outings.
Volunteers
The organization relies on volunteers to take the boat out
and help participants enjoy their day. Volunteers are crucial
to preparing the boats before they go out and docking them
once they return, but the volunteers must be trained to sail
the specialized accessible boats.
Funding
The organization’s funding comes from a few main sources.
One big source is the Sunrise Rotary Club, led by President
Steve Bender. The organization also receives a few large
personal donations from individuals. These donations were
used to purchase the two boats and the local Rotary club
continues to support the organization.
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7. California Inclusive Sailing is a Newport Beach nonprofit organization that aims to give those with disabilities the
opportunity to learn and experience something new with a day on the water. CIS uses accessible sailboats to provide unique
experiences to Special Olympic athletes, veterans, and many more.
Core Problem
CIS is a new nonprofit organization and is not well known in Orange County. Without increased support and interest from the
community, CIS will not be able to expand. If CIS does not increase visibility and volunteer participation, then it will be unable to
continue growing and in turn, no longer improve the lives of veterans and the disabled.
Core Goal
The campaign focuses on helping CIS gain more awareness in the community to recruit more volunteers, participants, and its
first business sponsors. Additionally, it intends to strengthen the impact of the organization.
1) To increase the number of CIS volunteers to help meet the needs of disabled individuals and veterans of orange county.
2) Increase the amount of participants proportionally to the amount of volunteers the organization is able to recruit.
Executive Summary
Key Strategies
1) Demonstrate to potential volunteers their ability to help stabilize
and grow California Inclusive Sailing as an individualized experience
and beneficial nonprofit organization to individuals with disabilities
and make them want to get involved on a regular basis.
2)Convey to current and potential businesses that their role as a
sponsor is vital to the growth and stability of California Inclusive
Sailing, and encourage the businesses to become sponsors to
experience mutual benefits.
3) Inform veterans’ groups of the opportunities that California
Inclusive Sailing provides for their mental and physical health and
to encourage them to participate in the organization.
Target Publics
- Orange County high school and college sailing clubs
- Local veteran organizations
- Local disabled individuals and their families
- Local businesses in Newport Beach
Theme
We’re All In The Same Boat!
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9. PART I:
Campaign Plan
9

10. Background
For centuries, individuals experiencing physical or mental disabilities faced an uphill battle to receive
appropriate treatment and inclusion in society. While today there are numerous programs and services
dedicated to people with disabilities, in the 1900’s, they were ostracized in society and denied many basic rights.
Significant progress began in 1943 when the Soldiers Rehabilitation Act of 1918 was amended to include
people with disabilities to receive benefits of training and financial services. In 1968, the Architectural Barriers
Act was passed, requiring all federal buildings to be accessible by individuals with physical disabilities. More
significant progress occurred during the seventies, when three more acts were passed granting increased
support to people with disabilities through education and community involvement.
In 1968 the first Special Olympics was held, stemming from a summer camp held in a backyard. This was
the first national organization to provide extracurricular activities for individuals with disabilities. The Special
Olympics continued to flourish and the organization spread around the world. It helped pave the way for other
organizations and nonprofits dedicated to bettering the lives of people with disabilities.
10

11. In 2015, the Special Olympics were held in Los Angeles
and the thousands of athletes from all around the world were
housed in Southern California. While Bender was researching
what facilities he would need to host the athletes, he discovered
something dear to his heart was missing from the games. He
found that sailing in Southern California was removed from the
games in 2008 due to budget cuts. Bender was disheartened
that the athletes could not experience one of his own passions
and the joy of sailing. From there, he decided to bring sailing
back to Newport Beach and created CIS.
Today, there is a variety of organizations dedicated for those with physical or mental disabilities.
However, CIS stands out from its competitors as it is the only organization dedicated to creating unique
sailing experiences. Organizations that are competitors of CIS include the Special Olympics, Best Day
Foundation and Achieve Tahoe. These organizations are well developed and in further stages than CIS.
However, issues they face are keeping up with the social media world and keeping their brand relevant to
their publics. For smaller organizations, donations and volunteers are also commonly faced issues.
11

12. California Inclusive Sailing’s focus is working with the Special Olympics, veterans’ support groups, and others with
disabilities to provide unique sailing experiences. The goal of the organization is to give those with disabilities a taste
of what it feels like to sail and enjoy a day on the water. For many individuals with physical disabilities, being out on the
water can be therapeutic and help relieve physical pain. As a new organization, CIS is still attempting to reach its various
target audiences, but in the last year they served 250 people, including 95 children and parents, 70 disabled sailors,
and 55 disabled veterans.
CIS has a budget of $80,000 per year as it costs approximately $250 to take the boat out and the skippers are
paid $25 per hour. The process of preparing the boat, the ride on the water, and cleaning up the boat takes about 4
hours, a challenge in itself. It receives most of its money from the Sunrise Rotary Club, but also has various other
donors. Many of these donors and sponsors evolved with the help of the Sunrise Rotary Club and private connections.
While CIS is still a new organization, there are a lot of directions they can, and want, to take. Bender noted the
organization is open to partnerships and expanding the groups who can participate, but he especially wants to involve
more Orange County veterans, as they have limited opportunities available to them in the area. As the OC Register said,
“The men and women who nearly gave all protecting our country have been routinely neglected.” CIS seeks to fix this
problem and help improve veterans’ well-being. It is beneficial for CIS to reach veterans to participate as Orange County
is a popular home for this audience. While there are far greater problems facing veterans, CIS can bring them a sense of
happiness from sailing the waters of Newport Beach.
Situtation Analysis
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13. According to an article in the Huffington Post, “Embracing peo-
ple with disabilities—as employees, consumers, and through
philanthropic efforts—is not only the right thing to do, it’s the smart
thing to do.” As the general awareness of the disabled grows, this is the
perfect time for the development of CIS. The organization is creating an
environment where those with disabilities will feel included in the
Newport Beach sailing community, which enriches the entire local
population.
CIS still faces many challenges as a new organization. It cannot
expand its client base until it recruits more volunteers and a boat
handler to help facilitate days on the water. Additionally, it is losing a
major board member, which will definitely affect the organization’s
ability to provide services to a large amount of people. In the future,
the board members are open to the possibility of recruiting business
sponsors for days on the water or sailing equipment. CIS continues to
build a strong connection in the Orange County community, but there
is potential to spread throughout all of California. Overall, CIS has the
potential to make a footprint on an untouched need throughout Orange
County and eventually statewide.
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15. Core Problem & Opportunity
If California Inclusive Sailing does not
increase visibility and volunteer
participation, then it will be unable to
continue growing and in turn, no longer
improve the lives of veterans and the
disabled.
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16. Goals & Objectives
To increase the number of CIS volunteers to help meet needs of disabled
individuals and veterans of Orange County.
- By March 2017, hire a part-time boat keeper to train new volunteers and establish a training session every other
month for new volunteers.
- Establish at least 10 sponsorships with prominent Newport Beach businesses by the end of 2017.
- Ask existing volunteers to each invite 5 potential new skipper volunteers to attend an introductory event by April
2017.
- By July 2017 increase the number of volunteers by 20.
- Hire two interns by February 2017 to directly manage social media, scheduling of boats, and other tasks.
- Increase Facebook followers from 380 to 1,000 by December 2017.
Increase the amount of participants proportionally to the amount of
volunteers we are able to recruit.
- By the end of 2017 increase number of non-veteran participants by 250 people.
- Secure a partnership with 5 veteran organizations in Orange County to recruit 250 veteran participants by the end
of 2017.
- Secure partnership with 12 or more rotary clubs by the end of 2017.
- Create a high quality video capturing a day on the water by April 2017.
- Invite 100 group leaders or teachers to come to an open house in Spring 2017 to encourage their organization to
participate.
- Host a networking event by June 2017 for potential participants, such as Special Olympic families.
#1
#2
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17. Campaign Theme
Tagline: We’re All In The Same Boat!
Theme:
Color Pallete:
Fonts: Logo:
Red Navy White
Music For Empty
Apartments
Daydreamer
Abadi MT Condensed
The campaign theme of “We’re All In The Same Boat” plays with the idea of inclusivity and
ensuring people of all abilities are able to participate in the wonderful sailing. The goal of the
campaign is to increase awareness of California Inclusive Sailing while simultaneously increasing
the amount of participants and volunteers.
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18. Key Publics
Orange County
college and high
school sailing club
members
Local Newport
Beach businesses
Veteran focused
organizations
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19. 1. Orange County college and high school sailing club members
In the Orange County area, there are many opportunities to find experienced sailors. There are two main audiences CIS can use to search for volunteers
and engagement. These groups are colleges and high school sailing teams. There are seven colleges in the area that have sailing teams, including Orange Coast
College, Saddleback College, Cal State Long Beach, Long Beach City College, UC Irvine, USC and Chapman. There are four local high school sailing teams including
Corona Del Mar High School, Newport Harbor High School, Sage Hill High School and Mater Dei High School.These sailing teams are the perfect demographic to
reach as CIS needs consistent volunteers. For the teams, it is a way to give back to the community by volunteering for an activity they are passionate about. It also
is a resume booster and an extremely rewarding experience for anyone involved.
Self-interests: Raising awareness, community service, participation in something they love, resume builder, social responsibility
Influentials: School teachers/staff/administrators, other sailing communities, other high schools, other universities, peers, social media influencer
2. Local businesses in Newport Beach
This public is meant to increase California Inclusive Sailing’s donor and sponsorship pool and can ultimately raise awareness in the community. Companies
in Newport Beach want to have a social impact and it is the community’s culture to contribute towards philanthropic organizations as they have the resources to
do so. Local businesses can benefit CIS as they are knowledgeable about the community and have resources to sponsor events, boats, equipment, or outings.
Additionally, Bender is a familiar face to many local businesses as he is involved in the Sunrise Rotary Club and other organizations in the area. Not only will this
key public help CIS financially, they can also raise awareness to the community through their clients and customers.
Self-Interests: Bringing in new business, reputation within the community, marketing and advertising opportunities, corporate and social responsibility, building
business to business connections
Influentials: Community leaders, business leaders, customers/clients, past participants, Steve Bender
3. Orange County Veteran focused organizations
Unfortunately, in the Orange County area, the programs dedicated to providing new experiences to veterans are few and far between, but that only helps
inspire CIS. There are a couple veterans’ organization within the area that would be fantastic places to reach out and collaborate, such as the Orange County
Veterans Initiative and Veterans First. Veterans are a public that Bender would like to include so collaborating with these veterans’ programs to get members out
on the water and involved would be one of the main goals of reaching out to this specific public. This public can expand California Inclusive Sailing to be a larger
organization as it is an untapped public within the Orange County area. Additionally, many veterans may want to participate in a new and therapeutic experience,
such as sailing out on the water.
Self Interests: Marketing and advertising opportunities, expanded clientele, potential partnerships, potential physical and psychological healing for their own
clientele
Influentials: Veterans, community leaders, other similar organizations, veteran’s doctors/therapists, veteran’s family members
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20. Messaging Themes
Key Public: Orange County college
and high school sailing club
members
Self Interest
As people with an existing passion and knowledge of sailing,
they want to give back to the community by helping others
enjoy the sport while simultaneously building their resume.
Issues/Problems
While it takes time out of their schedule to volunteer, CIS
cannot operate without their help. This would leave disabled
individuals and veterans without the ability to experience the
joy of sailing.
Solution
CIS creates the unique opportunity for disabled people to
experience the joy of sailing through accessible sailboats.
Appeal
CIS wants to continue to change the lives of disabled
people and veterans, but the organization needs help.
CIS needs volunteers with sailing experience to continue
to grow and bring joy to the disabled.
Theme
Join the team because we’re all in the same boat!
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21. Messaging Themes
Key Public: Local Newport Beach
businesses
Self Interest
They have the opportunity to create a mutually beneficial
partnership with CIS by becoming a sponsor while
simultaneously promoting their company and fulfilling
corporate social responsibility.
Issues/Problems
CIS cannot continue to grow and help more lives of those in
need without the sponsorships of local businesses.
Solution
CIS is new to the community and wants to continue to
make an impression as it grows in Orange County. By
sponsoring CIS, the sponsors can provide unique
experiences to disabled individuals and veterans while
being recognized in the community.
Make the Appeal
These businesses have the opportunity to be one of the
first business sponsors of CIS.
Conclusion
Support the team because we’re all in the same boat!
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22. Messaging Themes
Key Public: Veteran focused
organizations
Self Interest
These organizations have the opportunity to get veterans
involved in an activity that will help transition them back into
society and offer potential physical and mental healing.
Issues/Problems
There are not enough veterans’ programs in Orange
County working to transition them back into society and
provide them with productive programs.
Solution
CIS provides experience unlike any other for veterans, as
they get the opportunity to potentially experience emotional
and physical healing by using accessible sailboats.
Make the appeal
CIS needs increased participation in the
organization to spread the word and grow. Come
enjoy a day on the water with CIS.
Conclusion
Let CIS serve you because we’re all in the same
boat!
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23. 23

24. Strategies & Tactics
Demonstrate to potential volunteers their ability to help stabilize and grow CIS as an
individualized experience and beneficial nonprofit organization for the members of the
disabled community and encourage them to get involved on a regular basis.
Tactics:
1) Send Fernanda Castelo (CIS president who has a physical disability) to local college and high school sailing clubs to speak
about her own experiences, tell stories of how CIS has helped her and many other individuals, and how these students can
continue the trend.
2) Invite current volunteers to bring 5 potential new volunteers to a Sunset & Sail event as a recruiting opportunity.
3) Create a professional “A Day on the Water” video documenting a trip on the boat and showcasing the joy of the participants
while sailing to show potential volunteers the amazing opportunities CIS offers.
a) In this version of the video, include a testimonial from a volunteer about why they are involved and their
experiences of working with CIS.
4) Offer incentives for sailing clubs or teams who recruit at least 25% of their members to attend a training session.
a) Incentives can be anything from In N Out truck, pizza lunch, or free CIS hats.
Strategy 1:
Strategy 2: Demonstrate to current and potential businesses that their role as a sponsor is vital to the growth and
stability of CIS, and encourage the businesses to become sponsors to experience mutual benefits.
Tactics:
1) Send press kits with information about sponsorships and the organization.
a) Bender is extremely well connected within Orange County and this campaign will use his personal connections to
contact local businesses.
b) Welcome pamphlet explaining CIS and its goals
c) Fact sheet
d) Free baseball CIS cap for business executives
e) Sponsorship and partnership opportunities with different levels of sponsorships
i) Example: life jacket sponsor, sail sponsor, day trip sponsor, etc.
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25. Strategy 3: Inform veterans’ groups of the opportunities that CIS provides for their mental and physical health
and to encourage them to participate in the organization.
Tactics:
1) Host booths at multiple 2017 Veterans’ Day events throughout Orange County that include a giveaway (baseball hat),
pamphlets, and possibly past families/participants/volunteers to speak to those who visit.
a) Brea: Veterans’ Day Celebration
b) Costa Mesa: Community Celebration
c) Fullerton: Veterans’ Day Parade
2) Develop a more user-friendly website with up-to-date information including links to
a) How to participate, how to donate, how to volunteer
b) Facts about the organization
c) Testimonials
d) Gallery of pictures and video
3) Create a professional “A Day on the Water” video documenting a trip on the boat and showcasing the joy the participants
experience while sailing to show potential volunteers the amazing opportunities CIS offers.
a) In this version of the video, include a testimonial from a veteran who has participated in CIS to talk about how their
life was affected by this experience.
2) Bender personally visits 20 Rotary clubs around the state to talk about CIS and describe how they can help the progress of
the organization.
3) Create a professional “A Day on the Water” video documenting a trip on the boat and showcasing the joy the participants
experience while sailing to show potential volunteers the opportunities CIS offers.
a) In this version of the video, include a testimonial from Bender about the creation of CIS and how businesses could
benefit from being involved.
25

27. Strategies & Tactics
Pre Event Tactics:
1) Hold event at Back Bay Bistro for 100 people.
2) Send an informational email to existing volunteers encouraging them to volunteer at the event.
3) Mail personalized invitations to local businesses to attend.
4) Have past participants provide a list of 15 contacts each that would be interested in attending the event. This list could include
potential participants or volunteers.
5) Mail invitations to the new list of contacts.
6) Mail invitations to high school and college sailing teams’ coaches.
7) Email media alerts and pitch letters to key media outlets, such as the Orange County Register.
During Event Tactics:
1) Hold silent auction with donated items for guests to bid on before dinner.
2) Take groups out on short boat rides in the harbor to show them the accessible boats and demonstrate how they are used.
3) After the boat rides and silent auction closes, serve dinner to all guests.
4) During dinner, present an introduction about CIS from Bender, testimonial stories from Castelo, and another participant or
volunteer.
5) Show “A Day on the Water” video.
6) Provide brochures and information on how to donate/volunteer in the future at each table.
Post Event Tactics:
1) Mail thank you cards to all volunteers.
2) Mail thank you cards and brochure to all participants.
Big Idea: Host Sunset & Sail Event
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28. Communication Table
Key Public Self-Interests Primary
Messages
Influentials
High School and
College Sailing
Club Members
Newport Beach
Businesses
Orange County
Veteran
Focused
Organizations
Already passionate and knowledgeable
about sailing, giving back to the
community while enjoying the activity,
resume builder.
Simultaneously promote their company
while fulfilling corporate social
responsibility.
Join the team because we’re all
in the same boat!
School teachers/staff/ad-
ministrators, other sailing
communities, other high
schools, other universities,
peers, social media
influencers
Join the team because we’re all
in the same boat!
Community leaders,
business leaders in
communities, customers /
clients, past participants,
Steve Bender
Get involved in an organization that will
help them transition back into society
and offer potential physical and mental
healing.
Let us serve you because
we’re all in the same boat.
Veterans, community
leaders, other similar
organizations, veterans’
doctors/therapists,
veterans’ family members
Communication Confirmation Table
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29. Objectives Strategies Tactics
Increase the number of
volunteers by 20 and
establish training
sessions every other
month by July 2017.
Demonstrate potential volunteers’ ability
to help stabilize and grow CIS and
encourage them to get consistently
involved.
-Castelo will visit schools
-Invite potential volunteers to Sunset & Sail event
-Create a volunteer focused promotional video
- Offer incentives for sailing clubs or teams to attend a training
Establish at least 10
sponsorships with
prominent Newport
Beach business by the
end of 2017.
Demonstrate that local businesses’ role
as a sponsor is vital to the growth and
stability of CIS while encouraging
potential businesses to become sponsors.
- Send mailers of kits with information about sponsorships to
local businesses.
- Bender will visit 20 Rotary clubs around the state
- Create a sponsor focused promotional video
Secure a partnership with
5 veterans
organizations in Orange
County to recruit 250
veteran participants by
the end of 2017.
Inform veteran groups that CIS provides
mental and physical healing and
encourage them to participate.
- Host booths at multiple local 2017 Veterans’ Day events
- Develop a more user-friendly website with up-to-date
information including links on
- Create a veteran focused promotional video
29

30. Calendar
January
January 3: Create CIS Instagram account and
update CIS website
January 10: Upgrade CIS Facebook with
up-to-date information
January 17: Send press kits to local
businesses and revised press kits to local
media
January 24: Start to send Bender to other
rotary clubs
March
March 6: Ask existing volunteers to each
invite 5 potential new skipper volunteers to
attend an introductory event by April 2017
March 13: Hire a part-time boat keeper
who will train new volunteers and establish a
training session every other month for new
volunteers.
March 20: Film “Day on the Water” video
March 27: Send invite for Sunset & Sail event
April
April 3: Send press release and special event
media alert to press
April 10: Collect names of potential new
skippers from the volunteers and send them
an email about introductory event in May
April 17: Send follow up press release and
special event media alert to press
April 30: Sunset and Sail event
February
February 6: Castelo starts high school and
college tour to recruit sailing club volunteers/
interns every other month
February 13: Hire two interns from high
school and college tours to directly manage
social media, scheduling of boats, and other
administrative tasks
February 20: Hire videographer to create
“Day on the Water” video in March (Use
Chapman student to reduce cost)
February 27: Interns create 3 month plan of
Facebook and Instagram posts
30

31. May
May 1: Send thank you notes for Sunset and
Sail event
May 8: Hold introductory event for potential
new skippers/volunteers at CIS office with light
food provided
May 15: Interns create new 3 month plan of
planned Facebook and Instagram posts
May 22: Interns/Bender update website and
Facebook with Sunset and Sail event photos
June
June 6: Invite new volunteers/skippers to
training session the following week
June 13: Host training session for all new
volunteers/skippers
June 20: Ask all new volunteers to engage on
the Facebook and Instagram page and invite
20 other friends on Facebook to “like” the
page
July
July 3: Create sailing schedule for months
until December. Email calendar to volunteers
and have them fill in availability
September
September 11: Plan Veteran’s Day event
October
October 9: Send Veteran’s Day event invites
via email
October 30: Send follow up and reminder
email about Veteran’s Day event
November
November 11: Host Veteran’s Day event
November 15: Send follow up email from
Veterans’ Day event for potential new
participants
November 20: Send sailing schedule to
veterans interested in participating and
encourage them to “like” the Facebook page
and invite other friends to “like” the page
December
December 1: Increase Facebook followers
from 380 to 1,000 by December 2017. Have
at least 10 sponsorships with Newport Beach
businesses by end of 2017
31

32. Budget
Communication Tactics
Fernanda visiting schools (start with
5 schools)
Steve visiting Rotary clubs
Creating three versions of “Day on
the Water” video (Chapman student
for discount)
Incentives for sail teams to bring
volunteers to trainings (5 schools)
Press Kits (30)
Wooden boxes with CIS logo ($9.13 x 30)
CIS baseball hats ($2.00 x 30)
Life preserver keychains ($2.00 x 30)
Boat whistles ($2.00 x 30)
CIS Flash drive ($5 x 30)
(Contains brochure, press release, fact
sheet, videos, news article, photos, social
media links)
Printing
Welcome letter ($2.30 x 30)
Sponsor information ($2.30 x 30)
Distribution (shipping costs = $10 x 30)
$100
$0
$200
$500
$274
$60
$60
$60
$150
$69
$69
$300
Booths at Veterans’ Day events
Brochures (cost already accounted for)
Swag ($66.67 x 30)
Website
Written in-house
Photographer fee (Use Chapman
student for discount)
Graphic designer fee
Social media
Instagram
Facebook
Brochures ($2.82 x 500)
Media alert
Written in-house
Distribute via email
Media Pitch
Written in-house
Distribute via email
Press Release
Write in-house
Distribute via email
Communication Tactics Total:
$0
$0
$0
$300
$200
$0
$0
$177
$0
$0
$0
$0
$0
$0
$2,719
Invitations
Printing ($1.88 x 150)
Envelopes (included in above)
Distribution (stamps = $2 x 150)
Decorations
CIS Banner
Tabletop decorations (anchors, boats,
CIS labeling)
Venue
Back Bay Bistro - Full Buy Out
Food included
Brochures at event
Written in-house
Photographer fee (student
photographer)
Graphic Designer Fee
Printing - based on quantity
Boat rides at event
Cost of taking boat out
Thank you cards
Printing & Envelopes ($1.88x150)
Distribution (stamps = $.50 x 150)
Special Event Total
$282.50
$0
$75
$100
$200
$1,500
$0
$0
$500
$200
$250
$250
$282.50
$75
$3,715
Special Event
32

33. Evaluation
Objective: Increase number of volunteers by 20 by July 2017.
Evaluation Tactics:
- Survey college and high school sailing teams to see original interest in volunteering in the first 2 months of campaign.
- Track interest 3 months prior through sign ups at events and booths (such as the Sunset & Sail event).
- Keep track of number of volunteer sign-ups each month.
- Make sure volunteers re-register every month so there is an accurate count of how many volunteers are active.
- Utilize a schedule to keep track and be aware of how many volunteers are actively going out.
Objective: Increase the amount of participants proportionally to the amount of volun-
teers we are able to recruit by October 2017.
Evaluation Tactics:
- Utilize online database to keep track of participants, when they go out, and how often.
- Utilize old records and mailing lists to ensure past participants are accounted for.
- New participants sign waivers for liability and evaluation purposes.
- All new interested participants register for a mailing list to monitor potential interest.
Objective:Increase Facebook followers from 380 to 1,000 by December 2017.
Evaluation Tactics:
- Track the Facebook page traffic one month prior to beginning objective.
- Track the Facebook followers each month from January to December 2017.
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35. PART II:
Communication
Tactics
35

36. Press Kit
The press kit will keep with the nautical theme to further emphasize CIS branding. This kit will be sent to local businesses with
the purpose of introducing CIS as well as encouraging a sponsorship. With this kit, the goal will be to entice local businesses to
donate and sponsor the organization due to the fun swag and an immense amount of information.
- Comes in a wooden box with a CIS logo
- “Welcome to California Inclusive Sailing” letter
- Information on becoming a CIS sponsor
- Baseball hat with CIS logo
- Key chain with life preserver
- Boat whistle
- Boat shaped flash drive
- Informational brochure on CIS
- Press release/news article
- Fact sheet
- Videos
- Photos
- Social media links
36

37. Event Invite & Thank You
37

38. Website Homepage
Website Redesign: CISail.org Home Page
Key public: Participants, participant’s parents, volunteers, future volunteers, media, businesses, potential donors, current
donors
Action desired from publics: To learn more about CIS, donate, sign up to participate or volunteer, read past articles
written about CIS, look at photos and videos, visit their social media sites, and overall to just create a general interest with
CIS.
How website ties to the key public’s self interest: This website will be the main resource for all of the publics to
refer to when wanting to find any information about the organization. The new re-designed website will make it much easier
for users to navigate and find necessary information.
Overriding message/theme: Nautical, bright, inclusive.
Primary messages: California Inclusive Sailing’s mission is to share the love for sailing with people of all abilities. Sailing
encourages independence and boosts quality of life and happiness!
Photos/Graphics: The website will have it’s own section to showcase a gallery of photos from sailing outings and events.
In addition, there will be photos throughout the whole website to make it visually appealing.
Slogan: “We’re all in the same boat!”
Production deadline: February 2017
38

39. 39

40. Instagram
The pictures need to be both
welcoming and aesthetically pleasing.
These elements will help improve
general interaction on the page and lead
to a higher level of engagement from
those who are interested in the
organization. We suggest followers use
the hashtag #allinthesameboat, tag CIS
in the pictures they take, and overall
engage with the account. The photos will
not only be welcoming for visitors but will
also show what the organization
represents.
40

41. Spokesperson Bio
Steve Bender- Founder and CEO of California Inclusive Sailing
Steve Bender is a philanthropic mastermind, bringing success and prosperity to everything he puts his mind to.
Based in Newport Beach, California, Bender has founded many nonprofit organizations throughout his lifetime, including
International Bacchus Society “Doc in a Box,” The Cleft Project, The Oral Hygiene Initiative and Steve’s Vision.
Additionally, he has a background in real estate and as the founder and CEO Newport Beach Real Estate, has helped to sell
homes around the Newport Beach area.
As a man who consistently seeks to make the world a better place, it comes as little surprise that Bender has received many
awards for his work, including the California Assembly Certificate of Recognition, Service Award for Chairing the Newport
Beach Host Town in the 2015 Special Olympics World Games, the Service Above Self Award and the Daily Pilot Community &
Clubs Hall of Fame.
Bender also enjoys being the president of the Newport Beach Sunrise Rotary Club. Bender makes time to give back to the
world and his accomplishments demonstrate his unique passion for helping others.
41

42. News Release
Specific media to receive information: Orange County Register, ABC7, OC Weekly, Orange County Business Journal, Coast Maga-
zine, Orange Coast Magazine, Associated Press Orange County, KTLA, KCBS-TV, local high school and college media (newspapers, radio
stations, news stations)
NEWPORT BEACH, CALIFORNIA-- Local nonprofit, California Inclusive Sailing, created by businessman Steve Bender, hosts a Sunset &
Sail event in Newport Beach, California for local businesses as potential sponsors and volunteers to learn about the organization.
The Sunset & Sail event will take place on April 30 at 6 p.m. at Back Bay Bistro. The night will include a silent auction, boat rides on the
accessible sailboats, and a dinner. Fernanda Castelo, president of California Inclusive Sailing, will give an informative presentation about
the organization and how it has personally impacted her life as a paraplegic sailor.
California Inclusive Sailing is looking for sponsors to host days on the water or provide necessary sailing equipment. There are multiple
levels of sponsorships available to local businesses. Interested businesses are welcome to attend the Sunset & Sail event to learn more
about the organization and how this can help their business.
Volunteers are needed as the organization expands. Those with prior sailing experience who are interested in volunteering with California
Inclusive Sailing as a boat skipper are invited to the event too.
California Inclusive Sailing was founded in 2015 to create a unique experience of sailing in accessible boats for Special Olympic athletes.
In the last year, the organization served 250 participants and now includes disabled veterans. The organization owns two accessible
sailboats, but wants to expand to more.
To attend the event, you must RSVP at welcome@cisail.org.
42

43. Special Event Alert Email
Who: California Inclusive Sailing, an organization that allows people with various disabilities as well as veterans the opportunity to
experience the wonderful recreational activity of sailing
What: First annual Sunset & Sail event. The event includes a silent auction, boat rides on the accessible sailboats, and a dinner.
Fernanda Castelo, president of CIS, will give an informative presentation about the organization and how it has personally impacted her
life.
When: April 30 at 6 p.m.
Where: Back Bay Bistro (1131 Back Bay Dr, Newport Beach, CA 92660)
Why: To raise awareness of California Inclusive Sailing as an organization and gain local business sponsors, volunteers, and
additional participants.
DETAILS: Contact welcome@cisail.com for more information regarding the event.
What could be better than a day on the water that concludes with a nice dinner? California Inclusive Sailing, an organization that
provides people with disabilities the opportunity to sail, will be hosting the first annual Sunset & Sail event on April 30 at 6 p.m. at Back
Bay Bistro. The event includes a silent auction, boat rides on the accessible sailboats, and a dinner. Fernanda Castelo, president of
California Inclusive Sailing, will give an informative presentation about the organization and how it has personally impacted her life.
The California Inclusive Sailing organization is an initiative that gives people with disabilities as well as veterans the opportunity to
experience the recreational activity of sailing through utilizing accessible boats that accommodate people with an array of disabilities.
If this sounds like something you may be interested in, you are more than welcome to come out for the night and cover the event.
If you plan on attending please RSVP with welcome@CIS.com. Thank you so much for your time and I hope to see you there!
Best,
Steve Bender
CEO and founder of California Inclusive Sailing
43

44. Media Pitch Email
Todd Harmonson
Orange County Register
tharmonson@ocregister.com
Subject line: Sail away into the sunset with California Inclusive Sailing
It has often been said that sailing is a spiritual experience to which nothing can compare. However, before an organization like
California Inclusive Sailing came along, this unique experience was limited to people without disabilities. California Inclusive Sailing aims to
provide an opportunity for people with disabilities to experience sailing firsthand.
The organization accomplishes this by utilizing accessible boats to accommodate people with disabilities. However, California
Inclusive Sailing is looking for help. We need volunteers to help facilitate the trips and sponsors to host days on the water or sailing
equipment, such as life preservers, sails, etc. There are multiple levels of sponsorships available to local businesses. We also want to
expand our organization to more participants, individuals with disabilities, and veterans.
As the organization continues to grow we could use your help in spreading the word about California Inclusive Sailing and bring
awareness to potential new participants, volunteers, and sponsors. We would love for you to attend our first Sunset & Sail event on April
30 at 6 p.m. that includes a silent auction, boat rides on the accessible sailboats, and a dinner. Fernanda Castelo, president of California
Inclusive Sailing, will give an informative presentation about the organization and how it has personally impacted her life as a paraplegic.
Please RSVP to welcome@CIS.com and also feel free to contact us with any further questions. Thank you again for your time!
Best,
Steve Bender
CEO and Founder of California Inclusive Sailing
44

45. While CIS already has a good Facebook page, it still has a lot of room for improvement. It already has 376 likes on the page,
which is a lot considering the organization just began a year ago and does not have a solid foundation of participants or volunteers.
Their “about” section has all the necessary information for someone to learn what the organization does. It includes a small description
along with contact information, their address, a link to their website, their mission statement, when they were founded, and even offers a
section to donate. They have a great cover photo showing the two sailboats out in Newport harbor, both with the CIS sails which have the
handicapped logo on them. The cover photo is the first thing that people see when going on a Facebook page, and this is a great first
impression of what their organization does. Their profile picture is of their logo, which is very basic and could use improvement.
Facebook Critique
While they are posting regularly on the page, the posts are often
vague and not engaging with no call to action, which results in most of them
having no likes or comments. They post things such as links to articles about
them or relevant to them, Rotary club event information, pictures from
sailing outings, and other relevant news about disabled athletes, etc. While
this makes sense to be posted on their Facebook page, the descriptions that
go along with the posts are too vague and are not encouraging any type
of response or call to action. For example, this post to the right showcases
pictures of a group that was taken out on the sailboats.
While it is important to post pictures of the groups that go out, added
to the end of this post could say something to encourage action to be
taken like: “Want to join in on the fun with CIS? We are always looking for more
volunteers and participants! Visit cisail.org for more information.”
45

46. Here is another sample post from their page which is
congratulating the Australian Sailing Team who won two gold medals in
the paralympic games. As you can see the caption simply says
“Congratulations Team Australia!”
Posts like this one could be easily improved and would receive
more attention and likes if there was simply more context added to the
post. A suggested improvement would be saying something like:
“Congratulations to the Australian Sailing Team who won two
gold medals in the Paralympic Games in Rio! While they may not be
from our home country, we are still supportive and proud of them
because here at CIS we believe that we’re all in the same boat! Looking
to experience a day out on the water on one of our accessible
sailboats? Check out www.cisail.org to find out how you can get
involved!”
Facebook Critique
Another idea is adding personal testimonies to engage different audiences. A great way to set this up would be introducing the
many different people involved with CIS to give an overall understanding of how it works and operates. These types of posts could be
called “meet the team” posts. The posts would also include a photo of that person and could be posted twice a month. Here are two
sample posts (these posts are made-up and the photos have been taken from the CIS Facebook page):
46

47. “Meet Don Harper! He is one of our amazing volunteer skippers.
Don grew up in Newport Beach and has been sailing since he was
15. His favorite part of volunteering is seeing the joy in everyone’s
faces while they are out on the sailboat. When he’s not out sailing,
Don enjoys going to concerts and spending time with his family. We
are so thankful for our dedicated skippers like Don. CIS would not
be possible without amazing and generous people like him!!”
Facebook Critique
Lastly, while their Facebook page includes some of the videos that they’ve created when out on the water, they are not very good
quality. We want to have a professional video made that better represents the full experience when out on the water sailing with CIS. This
will also be a great addition to the Facebook page, and should be a main focal point of the page. It could be re-posted or boosted every
couple months or when there has been a large increase in followers. This would bring the video to the attention of the new followers
which will help them get a better idea of what CIS is and does.
“Meet Ben Johnson. He has been sailing with us since January 2015.
Ben experiences cerebral palsy, but when he is out on the water, he
says he is able to feel calm and peaceful and his symptoms are greatly
reduced. His favorite part about sailing is being a part of a team. When
he’s not out on the water, he loves watching movies with his family.”
47

49. PART III:
Appendix
49

50. Original Research
While we had difficulties finding people to interview, survey, and create focus groups, as it is still a small and
developing nonprofit, we were effective and interviewed with Bender and Castelo.
From all of our research efforts, the most important thing we learned was from Castelo. She told us of her
experiences as a disabled sailor and how sailing has had large impact on her life as a paraplegic. Being on the water
allows Castelo to use her body in a way that she is unable to on land. More importantly CIS allows her to get out of her
wheelchair, giving her a sense of freedom. Overall, this information from Fernanda helps us understand from a first
hand perspective of how impactful CIS can be for people with disabilities. It has helped us to better understand how to
serve our key publics.
Our interview with Bender helped us understand CIS’s short term and long term goals and how CIS came to be in
the first place. It was inspiring to talk to Bender about how he is so successful with his numerous nonprofit efforts and
all of his visions for the future. Overall, despite having a lack of turnout for research, we were still able to collect quality
information from our two interviews.
50

51. Interview with Founder - Steve Bender
As a Newport Beach local, Steve Bender has made a great impact on his community through his participation in Rotary clubs and
his various philanthropic ventures. His most recent work has been creating CIS based in Newport Beach. It was through his work with
hosting Special Olympic athletes in Newport Beach which he discovered the need for a special sailing program. Joining forces with fellow
rotarian, Berkeley Green and friend, Christian Buhl, the trio purchased the first CIS accessible sailboat in August of 2015.
Since then the nonprofit has grown, having taken around 250 participants sailing in the now two boats owned by the organization. As
each boat costs $40,000, Bender plans on implementing a slow and steady growth to the number of boats in his fleet. Since only six
people can fit in a boat, more boats are essential for the nonprofit to grow. Bender plans to expand the organization up the Pacific Coast
to Northern California, implementing sailboat racing as he goes.
When asked about the organization’s biggest needs, Bender identified two things: sponsors and volunteers. The CIS current
donor base is very small. Sponsors are needed to purchase more boats and to afford the costs of taking out each boat. Before the
organization can continue growing, volunteer skippers are needed. More trips onto the water cannot be possible with only the eight
skippers that they currently have.
The current participants in CIS have found out about the organization through Rotary clubs and the Special Olympics. As the
organization is still small, Bender has not needed to reach out to other groups to draw participants. Not able to identify any
organizations considered direct competition, there are unlimited opportunities for this organization to broaden.
For this campaign, Bender identified specific things he would love to accomplish in addition to the goals of the campaign.
Unhappy with the current CIS website, Bender would love for a new one to be created. For smoother operations, Bender also mentioned
the website should allow users to make online donations and to book sailing times conveniently online. He also showed an interest in our
group pitching to different media outlets including newspapers and magazines to spread the word about CIS and to target the audiences
to meet his goals.
The one thing Bender stressed as most important to the organization was that it is inclusive to everyone. He wants to be able to
bring joy and happiness to anyone who would like to try an adventure on the water. He has seen the impact sailing has made on so many
lives and would not want to limit that to only a selective group. Bender strives to answer the question: how do I help the most number of
people, spending the least amount of money? This question is something that we aim to help him answer with our public relations
campaign.
51

52. Interview with President - Fernanda Castelo
Talking on the phone with the President of CIS, Fernanda Castelo, was an extremely eye-opening and beneficial experience.
Castelo became a part of CIS through her own research as a disabled sailor as she was researching about inclusive and accessible boats.
She then came in contact with Berkeley Green, the creator of CIS’s boats, and from there met Bender. While she was once a dancer at
Disneyland, an accident left Castelo physically disabled and in a wheelchair. Four years ago, sailing became her new passion as it has
become her way to “dance on water.” Castelo is a great storyteller, and painted an amazing picture for us in all the ways that sailing can
help someone experiencing a disability. While dance has always been her lifelong passion, she wanted something that would allow her the
same grace and movement and also allow her to compete. When she discovered that she could sail, she immediately noticed that it
stimulated all of her senses. She said, “Water makes our bodies react to the movement, which doesn’t happen on land. On water, your
body is reactive to its own instincts. You’re adapting to the conditions around you - to then dance with, partner with, and move with. When
this happens, there’s no sense of fear.” She believes that the experiences she feels on water, are not the interactions that she feels on
land. In addition, after she sails, it helps to relax her body for multiple days which allows her to lay off her typical medications. She
believes sailing is a “wholesome experience,” in which she wants everyone to benefit. The other aspect of sailing that she loves is being
a part of a team. She is the helm on the sailboat which means that she is the driver. This position has given her a sense of responsibility,
rather than dependency, which she usually feels as a person with a disability. Castelo calls herself a “doer” and sailing allows her to have
control over the environment, which she feels most people with disabilities don’t have when they’re on land.
Castelo has many goals for the future of CIS. Her main goal involves partnering with local colleges and high schools to create a
program for students to volunteer or intern to keep CIS up and running and eventually grow. She believes using the term “intern” will
help create incentive for the students since they could receive college credit and have it as a resume booster. Besides having volunteers
and interns to help with sailing, she would love a public relations intern, and even an environmental studies intern to teach the
participants while they are out on the water. Another goal includes developing some form of equipment, that could be used and put into
any traditional sailboat which would transform it into a fully inclusive sailboat. She believes having the technology like this will also help
the organization grow and to be more inclusive since it would not limit the types of boat or sailing they can do. In the long run, she would
love to have CIS host their own regatta, since there are only five regattas that are specifically for people with disabilities in the country.
One of the last things Castelo said was that a dream of hers is to have one of their participants with a disability take their family out on
the water sailing. This is a vision that motivates her through CIS.
52

53. Survey for Potential Student Volunteers
Survey Questions:
1. How many years of sailing or nautical experience do you have?
2. Would you be open to volunteer work that involves sailing?
3. How much time do you currently spend on the water?
4. What kind of causes or organizations have you volunteered with in the past?
5. Do you have a part time job?
6. Between school, jobs, and social activities, do you think you’d be able to dedicate weekends to volunteer work?
7. If so, how many weekends out of the month?
8. Given the information you’ve received about CIS, does this seem like an organization you’d like to be involved with?
Survey Objectives:
The objectives of the survey was to collect specific data on potential volunteers and see how inclined or able they would be to volunteer
in the future. Questions mainly focussed on two areas, availability and experience. The availability questions were set forth to gauge the
willingness and available times of potential volunteers. The others questions were geared towards finding out what the general level of
experience among the audience.
Survey Execution and Results:
Unfortunately, the survey did not go as planned. We blasted the survey to the Chapman Rowing team, Orange County Rowing Association,
and the Long Beach Sailing Club. We also posted the survey on the Chapman Sailing club page. However in the end, nobody participated.
Survey
53

54. Survey for Past Participants
Survey Questions:
1. Have you or a family member ever participated in a sailing outing at CIS?
2. How did you hear about CIS?
3. What made you inclined to participate?
4. What did you find most appealing about this program?
5. Was there anything you were disappointed with in this program?
6. How can we improve the program?
7. What programs similar to this have you or your family member participated with in the past?
8. What did you like about these programs?
9. What did you dislike about these programs?
10. What other social media pages or groups do you follow with similar interests to CIS? (i.e. the Special Olympics Facebook)
Survey Objectives:
The objective of the survey was to get an overall feel of how past participants and families have responded to what CIS has offered.
Additionally, we hoped to find what other similar organizations participants and families of the disabled enjoyed and why they
participated. For the survey, we originally asked Bender to post it on the CIS Facebook page. However, no one responded to the survey
on the Facebook page and he prompted individual responses. Unfortunately, only one person ended up responding.
Survey Execution and Results:
Only one person answered the survey: Castelo. She found the organization through being friends with Bender and Green. She thinks we
can improve CIS by access lifts for mobility impaired participants. Through the survey we also found two other similar programs:
Challenged Sailors of San Diego and Bay Area Association of Disabled Sailors in San Francisco. She liked these other programs because
it was sailing in different conditions, but did not like the boats they were using.
Survey
54

55. Preliminary Identification of Publics
Current skippers in the program
Orange County college and high school sailing club members (Chapman, OCC, Santiago Canyon, UC Irvine, Fullerton)
Retired sailors
Sunrise Rotary Club members
Special Olympics donors in Orange County
Special Olympics volunteers in Orange County
Local businesses in Newport Beach
Current sponsors
Current donors
Parents of children with disabilities
High school clubs and organizations dealing with disabilities
Past CIS participants
Special Olympics past participants
Special Olympics current participants
Disabled veterans
Disabled past sailors
School programming for people with disabilities
School teachers for people with disabilities
Program volunteers for people with disabilities
Sibling of people with disabilities
Vans US Open sponsor
Veteran-focused organization volunteers
Veterans’ families
Publics
55

56. “2015 Special Olympics World Summer Games.” Wikipedia. Wikimedia Foundation, n.d. Web. 25 Sept. 2016. <https://en.wikipedia.org/
wiki/2015_Special_Olympics_World_Summer_Games>.
“At a Crossroads - Serving Our Veterans,” OC Register, September 11, 2016. <http://www.ocregister.com/articles/painful-728501-fifteen-
ago.html>
Bender, Steve, CEO and founder, September 22, 2016.
Castelo, Fernanda, President, September 22, 2016.
“Is Disability Finally Having Its Moment,” Huffington Post, September 9, 26, 2016.
<http://www.huffingtonpost.com/randy-rutta/is-disability-finally-hav_b_12126154.html>
Caroline Leedom. “Local Resident Brings Inclusive Sailing to Newport.” Newport Beach Indy 17 June 2016: n.p.
“History.” Special Olympics. N.p., 2015. Web. 25 Sept. 2016. <http://www.specialolympics.org/Sections/What_We_Do/Our_History.aspx>.
“Special Needs History.” Special Needs Alliance Comments. N.p., n.d. Web. 25 Sept. 2016. <http://www.specialneedsalliance.org/spe-
cial-needs-history/>.
Research Bibliography
56

57. Thank You!
57