1. Marie Otto
Fill Your Bucket List Foundation
919-307-7759
marie@fillyourbucket.org
PUBLIC RELATIONS PLAN
Situation Analysis: Fill Your Bucket List Foundation is a foundation created to support low income adults
with cancer by making a wish or dream come true. This plan specifically focuses on the April fundraiser,
the 2nd Annual Bucket Bash. As a new organization, it is important to increase awareness about the
foundation as well as increase attendance and donations at the Bucket Bash.
Campaign Objective: To increase general awareness about the organization in North Carolina; increase
attendance and fundraising at the 2nd Annual Bucket Bash
Target Audiences:
1. Local Media
2. Potential donors/attendees of the Bucket Bash
3. Potential wish recipients
Goals:
1. Have a feature story about Fill Your Bucket List Foundation in The News & Observer and the
UNC General Alumni Association’s “Carolina Alumni Review” by April 2016
2. Raise $100,000 in April 2016 at the Bucket Bash
3. Receive 200 wish nominations by May 2016
PR Strategy:
Association: Have Carol Folt attend the Bucket Bash in order to attract attention from the
University of North Carolina at Chapel Hill community and surrounding areas.
Awareness: Send a wish recipient to the 2016 Summer Olympics to raise international awareness
about the foundation.
Social Media: Dedicate more effort to increasing activity on primary social media platforms
(Facebook, Twitter, Instagram) to spread information about upcoming events, past and future wish
recipients and volunteer opportunities.
Tactics:
a. Send success stories and press releases to the office of Carol Folt to make sure she is aware of the
foundation and the Bucket Bash in April 2016.
b. Find a wish recipient who is interested in attending the 2016 Summer Olympics. Make sure we have
the budget to send them to the Olympics via increased attendance at the Bucket Bash. When the recipient
is chosen, have news stations cover the recipient by sending multiple news releases.
-MORE-
This writing sample was used in my previous internship with Fill Your Bucket List Foundation, a nonprofit that
sends adults with cancer on “bucket list” trips. After my first meeting with the founder and executive director of the
organization, I sent this PR Plan to them to establish goals for the April fundraiser that raised over $100,000.

2. PR PLAN/Page 2
Have a videographer accompany the recipient to Rio de Janeiro, Brazil in order to have good footage for
the news stations.
c. Increase frequency of social media posts each week. Facebook posts should be updated every 2-3 days,
Twitter every 1-2 days, and Instagram should have pictures uploaded 2 times per week.
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