Campaign for Glenwood, Inc.

G Add Title Here

Glenwood i
The Autism & Behavioral Health
Center of Alabama

G Table of Contents
Design justification ............................................................................................. 1 Design Justification
Summary .............................................................................................................. 2
Glenwood is devoted to helping indi-
Secondary research ............................................................................................. 3 viduals reach their full potential and
Primary research ................................................................................................. 5 be productive members of society. By
Primary data results ........................................................................................... 6 providing services and training, individu-
Situation analysis ................................................................................................ 7 als learn the life and professional skills
SWOT and core problems statement ............................................................. 8 they need to flourish and thrive. Each
skill is a building block for achievement
Goals and objectives .......................................................................................... 9
and success. We recognize Glenwood’s
Key publics overview ...................................................................................... 10 unique offerings in the continuum of
Core facts .......................................................................................................... 11 care that focuses completely on individu-
Messages, strategies, tactics als. We conceptualized a modern feel of
General public .................................................................................... 12 Glenwood’s image to illustrate these ser-
State policymakers ............................................................................ 17 vices. The block design through out this
Families and people with autism .................................................... 20 proposal represents the services, skills
and care that Glenwood offers to each
Educators ........................................................................................... 25
individual. The Glenwood “G” in Vivaldi
Calendar ............................................................................................................. 29 script is used to represent Glenwood
Budget ................................................................................................................ 31 because it is more easily recognized than
Evaluation .......................................................................................................... 33 the traditional logo by the general public.
Appendix ........................................................................................................... 34

1

G Summary
Glenwood
Glenwood self-identifies as the “best In order to achieve this goal, it is impera-
kept secret” in Alabama, as it touches the tive that the general public understands
lives of more than 7,000 individuals and
families affected by autism. Glenwood
the impact of autism in society. Once the
general public understands how autism Glenwood’s
has an enormous opportunity to share affects children, adults and families, mission is
“to increase
its story further and impact thousands Glenwood can work to break down the
more. Glenwood has the opportunity to general public’s barriers and increase
increase awareness of the organization
as a leader in autism services, which will
awareness on a local and national level. awareness
naturally increase the number of clients There is also a remarkable opportunity of the organization
it can serve, as well as the number of do-
nors, grants, volunteers and community
in digital media to engage and inform
many of the target audiences. By using
as a leader in
supporters. social media tools to engage with clients,
advocates and supporters, Glenwood can autism services”
Glenwood’s mission over the past year spread its mission and information about
has been to increase public awareness autism, potentially benefitting thousands
about autism and become a nationally of individuals on a daily basis – nation-
recognized organization. ally and worldwide.

2

G Background
Secondary Research
Throughout the country, the number Glenwood has been a part of the Bir- up to six months for a child to receive a
of children diagnosed with autism is mingham community for 35 years and proper test, which requires several hours.
increasing at an alarming rate. One in strives to provide hope and compassion Autism is a lifelong disorder, thus mak-
100 children will be diagnosed with the through the integrity of its facilities. ing early childhood diagnosis critical. It
disorder, and the rise of the now national is imperative that parents recognize the
epidemic has resulted in the increased In order to successfully communicate the symptoms and have their child tested as
need for specialized care and educational awareness of autism, Glenwood’s target soon as possible.
facilities. The rise in occurrences of audiences must understand the effects
autism in Alabama is undeniable. Ac- on those who are diagnosed with the
cording to Easter Seals, Alabama children disorder, beginning with children. Chil- “ Alabama children
with autism ages 3-21 who had received
special education services had risen from
dren diagnosed with autism demonstrate
numerous characteristics that influence with autism ages 3-21
849 in 2000 to 2,737 in 2009. their behavior within social settings such who had received special education
as restricted, repetitive and stereotyped
Glenwood Inc., The Autism and Be- patterns of interests. Children who suf- services had risen from
havioral Health Center of Alabama, has
successfully provided intimate care and
fer from autism often lack the ability to
appropriately respond to social cues, and
849 in 2000
education for individuals diagnosed their lack of normal social interaction to 2,737 in 2009 .”
with autism, as well as support for their leads to isolation. Though it is vital that
parents, siblings and relatives. autism is diagnosed early on, it can take - Easter Seals

3

G Background
Secondary Research
Though some individuals diagnosed It is also crucial to understand the envi- The resulting Alabama Interagency Au-
with autism have high functionality, it is ronment of other organizations and non- tism Coordinating Council with the Ala-
undeniable that many people with autism profits operating or working in Alabama bama Department of Mental Health and
need specialized care throughout child- that may affect both potential clients and Retardation developed a long-term plan
hood and adult life. donors of Glenwood. for a comprehensive and coordinated
statewide system of care for individuals
Recognizing autism as a national epi- Because these organizations are mostly with autism spectrum disorder.
demic has led to the development of volunteer-driven from the same poten-
numerous specialized services including tial bases of volunteers and donors that
early diagnoses, care centers, education Glenwood may seek, there is heightened
during childhood and post school age, competition for resources and attention

“Many people with autism
therapy and accommodations for autistic of families and others affected by autism.
adults.

The increase of these services allows
The Alabama Autism task force, estab-
lished by Governor Bob Riley in 2008, need specialized
individuals with autism to make positive examined the diagnosis and treatment care throughout childhood
adult life.”
advancements, but there is still an enor- of individuals with autism and reports
mous need for more of these services. its findings and recommendations to the and
state legislature.

4

G Research
Primary Research Methodology
The initial assessment of Glenwood’s Research was conducted among the gen-
situation indicated that the organization eral public to determine Glenwood’s cur-
primarily needs assistance with raising rent position in the community. The sur-
awareness of the organization and the vey was given randomly to 98 people and
services it provides. It was necessary to featured 19 questions. These questions
conduct research to assess a benchmark will help accurately assess and address
level of awareness for Glenwood and also Glenwood’s potential opportunities and
analyze the effectiveness of its current threats. This method of research will also
communication tactics and strategies. allow for effective analysis to determine
successful methods to communicate with
current and potential publics.

Whois
Glenwood ?
5

G Background
Data Results
• Nearly half of respondents were
18-25; the rest of the participants
were equally distributed
•

•
45 percent of respondents are
not comfortable donating online
Almost all participants know
“only18%
recognized
• Three out of five respondents
were female
what autism is; only 72 percent
know the common signs Glenwood’s name”
• 95 percent were Caucasian • Three out of five have a
• Almost all had at least a high connection to someone with autism
school education • Internet is the main source of
• 89 percent were Alabama information and entertainment

3
residents for this audiencce
• One-third of respondents
had a combined house-
• The Glenwood logo only has a
four percent recognition rate
“ out of 5
hold income of $100,000+ • Only 18 percent recognized have a
• 43 percent were single Glenwood’s name connection
• Half of participants have children
to someone
with autism”
• 87 percent indicated they
contribute to nonprofit
organizations
• 65 percent prefer donating small
amounts over time

6

G Situation Analysis
Situation Analysis
Glenwood Inc., The Autism and Behav- Glenwood aspires to be a nationally One of Glenwood’s strengths – being
ioral Health Center of Alabama serves a known organization and leader in autism, an established organization that is well
unique need in the community, provid- yet has not achieved brand positioning regarded and grounded in tradition – is
ing services for people affected by autism in the local nor statewide community. also a key challenge. By maintaining a
and severe behavioral health needs. The organization appears unaware of the strong dedication to tradition, Glenwood
Because it primarily serves clients who needs and expectations of the publics may face difficulties in competing with
are often members of Medicare and Med- who seek to interact and contribute to its the numerous sister organizations on
icaid programs, Glenwood relies heavily mission, while minimizing its efforts of both a state and local level.
on volunteers and contributions from the outreach to various communities.
community. Glenwood’s lack of understanding of the
Glenwood can successfully reposition potential of investment in Web technolo-
However, Glenwood has a skewed self- itself, increase strategic activities and gies, such as a strong Web and social
perception of its organization, which become nationally known by enhanc- media presence, may alienate a younger
affects the prospective results of both ing cohesion internally and externally and technologically savvy potential
internal and external efforts to promote through the maximization of established donor base. The skewed self-perception
awareness of the mission of the organiza- communication channels. and unwillingness to update its brand
tion and to raise funds to support the or promote brand awareness could also
mission. result in a dwindling donor population.

7

G Situation Analysis
Core Problem/Opportunity SWOT
By enhancing cohesion internally and Strengths : Opportunities:
externally through maximizing existing • Strong and varied services available • Positioning as brand leader locally
communication channels, Glenwood can • Well-established in the community and statewide
promote brand recognition and success- • Commitment to clients • Enter digital environment with
fully position itself as a leader in provid- strategic approach
ing services for autism on the local, state
and potentially national level. Weaknesses: Threats:
• Skewed self-perception • Numerous statewide autism
• Unaware of needs and expectations agencies (competition for resources
of those who seek interaction with and volunteers)
Glenwood • Lack of Web presence
• Lack of understanding of digital tech-
nology potential

8

G Goals and Objectives
Goal Objectives
Glenwood’s goal is to increase awareness 1. To raise awareness of Glenwood
of the organization locally and statewide Inc., The Autism and Behavioral
by enhancing existing relationships and Health Center of Alabama, among
building relationships with the commu- 300,000 people of the general public
nity, without affecting support for other by April 2011.
organizations by emphasizing the unique
2. To obtain 500 more “Autism Heroes”
offerings of Glenwood Inc.
and donations to support
Glenwood’s mission by October
2011.
3. To increase knowledge of autism
and its signs and symptoms
among 250,000 people of the
general public by October 2011
4. To improve perception of
Glenwood’s relationship with key
publics by increasing online
interactions to a minimum of 5
per week by November 2010.

9

G Key P ublics
Overview
Four publics have been chosen for this
campaign that align with the objectives
Families of people with autism are appre-
ciative of Glenwood’s support in their ev-
1. General public
to enhance existing relationships and eryday lives, and they want to give back.
to build stronger relationships in new Providing families with an opportunity
publics and communities. Most of the to get involved will fulfill their desire to 2. State policymakers
general public is unaware of Glenwood; participate in the fight against autism,
however, they are the most likely to get all while contributing to Glenwood’s
involved and donate micro-amounts
with minimal persuasion after becom-
mission. Additionally, they will naturally
promote Glenwood via word-of-mouth
3. Families and people
ing aware of Glenwood’s services and within the autism community. Finally, with autism
the needs within the community. State future educators are highly likely to take
policymakers may be aware of Glenwood on a cause to which they can commit re-
on a general level, but need further infor-
mation to raise their awareness of Glen-
sources and time. Autism and Glenwood
can become that cause if these students
4. Educators
wood’s services that benefit residents are provided resources and tools on how
of Alabama. They will be important to to get involved.
assist in promoting events in their local
communities, while leading Glenwood’s
mission in the state legislature.

10

G C ore Facts
Core Facts
Autism and related disabilities are severely Glenwood is a nonprofit organization Glenwood is committed to research and is a
handicapping, neurological disorders which incorporated in 1974 for the purpose of member of a scientific research community
begin at birth or by age 3 and affect multiple educating and treating individuals diagnosed affiliated with the University of Alabama
areas of development. They are developmen- with autism, emotional disturbances and at Birmingham that includes physicians,
tal disabilities that typically involve delays mental illnesses. Glenwood is devoted to scientists, clinicians, Glenwood staff and
and impairment in social skills, language helping individuals reach their full potential Glenwood Board members.
and behavior. Autism is a spectrum disorder, and be productive members of society.
meaning it affects people differently. One in 100 children is diagnosed with
Through state-of-the-art training for person- autism. Because there is no cure and the
There is no known cause of autism and nel, collaboration with nationally renowned cause is unknown, education and the vital
related disorders. Until the cause of autism is clinicians and linkages with academic health services that Glenwood provides are the only
determined, Glenwood must focus its efforts centers for clinical care and research, Glen- way to combat autism.
on providing research-based interventions wood assures the highest quality services
for children faced with these disorders. to consumers and families in the state and Glenwood’s services are supported by com-
region. munity donations that go directly toward
Glenwood leads the state in providing funding Glenwood’s mission to provide be-
behavioral health care and educational The treatment, education and welfare of each havioral health care and educational services.
services that are responsive and complimen- individual are important, and they should be
tary to a continuum of care for persons with based on best-practice concepts.
unique mental health disorders.

One in 100 children is diagnosed with autism. 11

G General P ublic
General Public Primary Messages
The general public is a broad audience of Autism can shatter life as you know it.
local communities and neighboring areas Education and knowledge are your only
surrounding Birmingham that can be tools. Get informed.
easily influenced and reached through
mass media. They are mostly unfamil- Pecans have a purpose. Your gift will
iar with Glenwood, but are inclined to make a difference.
support and donate to issues that could
potentially touch their families. These
communities should be reached with
a message or story that is personal and
highlights the changes that autism brings
for the entire family.

12

G General P ublic
Secondary Messages
Glenwood holiday pecans raise funds The Allan Cott School was the first
that are essential for the operation of school established in Alabama to offer
Glenwood’s programs and services for educational and therapeutic services to
children, adolescents, adults and families children with autism.
with autism and behavioral and mental
health disorders. Enjoy fresh pecans and delicious pecan-
flavored coffees from Glenwood and
Glenwood, The Autism and Behavioral know that you are providing opportuni-
Health Center of Alabama, is a 501(c)3 ties for people with autism and mental,
nonprofit that uses the proceeds from emotional and behavioral disorders. Each
this sale to benefit all of its 20 plus pro- year, people like you help Glenwood
grams and services including residential fulfill its mission by purchasing pecans,
and housing, family support services, coffees and gift items during its annual
diagnosis and assessment, educational sale.
services and therapeutic services.

More than 30 years ago, Glenwood’s Hol-
iday Pecan Sale began as a fundraising
effort to benefit the Allan Cott School,
Glenwood’s founding program.

13

G General P ublic
Raise awareness through a mass media autism awareness campaign during autism awareness month.
Tactics
• Pitch an autism awareness story to • Promote a YouTube video contest for
print, TV and radio each week during groups of children (two or more) to cre-
autism awareness month ate a one-minute video about the impor-
tance of autism awareness – winners of
• Discuss the Autism Hero Campaign in the video contest have the opportunity
every pitch and interview to serve as Glenwood Advocates for the
next year
• Prepare PowerPoint presentations on
autism for junior board members to
present at other civic and social organiza-
tions

• Provide a fact sheet on autism in Ala-
bama

• Visitors tour Glenwood campus and
meet clients on Autism Awareness Day

14

G General P ublic
Streamline Glenwood communications to present a unified message and brand identity to the public.
Tactics
• Redesign the magazine/newsletter

• Redevelop the design and information
on the poster boards that Glenwood uses
during presentations

• Build a PowerPoint template for all
external Glenwood presentations

• Redesign the Glenwood brochure

• Create one-pagers that correlate with
the services illustrated in the Glenwood
booklet series

• Redesign the Glenwood bumper
sticker

Glenwood Brochure

15

G General P ublic
Improve communication for fundraising initiatives to more effectively share Glenwood’s messages with intended audiences.
Tactics
• Have clients create artwork for schools
that partner with Glenwood

• Design new artwork to make buckets
stand out in the store

• Develop banners for Southern Family
Markets (two total)

• Redesign pecan Web site

• Include a letter in pecan buckets about
how to stay connected and get involved
with Glenwood

16

G State Policymakers
State Policymakers Primary Message
Members of the state legislature and Policymakers are one of the key players
other state government positions affect in affecting system changes for people
legislation that help people with autism with autism. You don’t just change laws –
at school, at work and in their daily lives. you change lives. How are you doing it?
Many policy makers have previously
worked with overall access to medical
care and may be persuaded to be spokes-
persons for Glenwood initiatives to
improve access for people with autism
and behavioral health concerns.

The legislators that already have a strong
tie with the cause can be leveraged to
increase the number of prominent figures
that will associate themselves publicly
with Glenwood and the autism cause.
It is important to make sure that they
receive and achieve media and general
recognition for their efforts.

17

Secondary Messages
Legislators play an important role by sup-
porting legislation that helps people with
autism in schools and in the workplace.

Your job impacts thousands of people
with autism and their families statewide.
How are you helping?

You can play a larger role by stepping
up and advocating loudly on behalf of
people with autism. Support Glenwood
and legislation that is beneficial for
people with autism.

18

Involve policymakers in spokesperson campaigns to increase awareness and attention.
Tactics
• Initiate a spokesperson campaign that
provides a media kit for each policymak-
er’s office and set up a media campaign
in his or her district or area of representa-
tion

• Develop a recognition program for
policymakers who promote the autism
cause and enact legislation and policy
that makes a significant change in the
lives of people with autism

• Bring forth autism awareness legisla-
tion on a yearly basis, including resolu-
tions for Autism Awareness Month

• Petition policymakers to support im-
portant autism legislation that supports
Glenwood’s mission

19

G Families and People with Autism
Families and People with Autism Primary Message
The families of people with autism live You didn’t have a choice about autism.
day in and day out with the diagnosis. You do have a choice about state-of-the-
Their lives have been changed drastically art behavioral health care and education
and organizations like Glenwood help by services. You can choose Glenwood.
providing support and resources. They
are highly motivated to the cause and
understand the need for education and
advocacy among the general public. They
“You can
choose
want to get involved as champions and
leaders for local movements. Glenwood
needs to make sure they have the oppor-
tunity and tools to stay involved and give
them the channels to demonstrate their
passion and motivate the local communi-
ties.
Glenwood.”

20

Secondary Message Appendix I: Updated content weekly & suggestions of content for multiple audiences

You know that autism impacts one in 100
children because it impacts you and your Sample audiences Sample content
family every day. There may be no known Parents 101 Autism for parents
First things first
cure for autism yet, but there is education Next steps
and services that can help you and your Fast forward – future steps
Glenwood services
family.
Resources
Siblings 101 Autism for siblings
Friends 101 Autism for friends
Teachers 101 Autism for Teachers
Point to teacher resource center
Glenwood resources

Additionally:
1. Add links from Connections articles – at least one per week. Can be from previous issues
2. Announce new issues of Connections magazine
3. Post questions or polls to followers – can begin including poll results on site or in a mini-section of
magazine; can also be used to get questions for an ask the expert column
4. Repost relevant posts from followers with links to interesting articles – aim for at least 3 per week
5. Respond promptly to anyone who tweets to the account (1 day is goal)

Appendix J: Sample guidelines for social media audit

1. Audit should be similar to this document, thoroughly researching the autism online environment and
other resources for families and people with autism
2. It should include a list of celebrities, families, patients, advocates, doctors/care providers, etc
3. It should be a tiered list by local, state, and national locations
4. It should include a brief summary of the person's background/connection with autism
21

Engage people and families of people with autism through digital technology.
Tactics
• Use Twitter to engage with people • Link from Web site to all social media
through @replies and @mentions to profiles (i.e. links to Facebook, Twitter
build discussions about issues related to and YouTube icons on all pages in a con-
Glenwood and autism sistent location)

• Begin strategically following people
and other organizations on Twitter who
talk about autism

• Retweet (“RT”) key pieces of informa-
tion and news to establish Glenwood as
a key information provider in the autism
field

• Pose questions to followers and
provide information from Glenwood or
other Web sites as references and to pro-
mote general awareness and knowledge
of Glenwood

22

Engage people who are known advocates of autism through blogger and social media outreach to form partnerships with Glenwood.
Tactics
• Conduct a social media audit of autism • Introduce Glenwood to these key Appendix C: Sample people to follow on Twitter
to determine key opinion leaders online, opinion leaders and request feedback on
including doctors, celebrities, fam- various initiatives and programs
ily members, people with autism and
anyone related to autism who is engaging
in various social media sites and tools
– include local, state and national key
opinion leaders

• Build a media list of key opinion lead-
ers and stay up-to-date on the niches
that concern them in order to effectively
target these leaders when promoting
Glenwood events or information

• Retweet and share key content from
key opinion leaders that is relevant to the
online audience

23

Use the Internet to become a well-known resource for people and families with autism.
Tactics
• Use hash tags and a synonymous tag-
ging system across Twitter, Facebook,
YouTube, the Web site, blogs and other
online tools to increase search engine
optimization for Glenwood

• Enhance the navigation capabilities
and design of the Glenwood Web site

• Increase the updates to the Glenwood
Web site by updating or adding new con-
tent to the Web site once a week

• Provide tips and information for fami-
lies, educators and public servants who
interact with people with autism

24

G C urrent and Future Educators
Current and Future Educators Primary Message
Students preparing to work in education You will be leaders in the classroom and
are likely to be involved in organizations educational system as champions on be-
that will introduce them to K-12 issues half of students with autism. Glenwood
and needs regarding special education. wants to help prepare you and provide
They are currently a strong source of resources to make your jobs easier.
volunteers and are likely to become more
involved as they enter the classrooms and
school systems that have children
affected by autism. They may not be
aware of Glenwood, but they are likely
to be easily persuaded to raise aware-
ness and funds for Glenwood and to be
lifelong champions. Current educators
are on the front lines and understand the
issues facing the classroom. They should
be given an opportunity to be recognized
for their work and support of children
and families with autism.

25

Secondary Messages
The rise in occurrences of autism in
Alabama is undeniable. According to
Easter Seals, Alabama children with “Autism is not
autism ages 3-21 who received special
an issue that
will go away...”
education services had risen from 849
in 2000 to 2,737 in 2009. This only cites
students who receive special educa-
tion and does not accurately represent
the number of children with autism in
Alabama.

Teachers will be the first to face this rise
in the numbers of autism cases. Autism is
not an issue that will go away, so it is
important to be adequately prepared
when you enter the classroom.

Glenwood can help you help your stu-
dents.

26

Prepare students and educators for the challenges they may face with autism in the classroom.
Tactics
• Create modules or informational
guides for educators on how autism
affects students in the classroom

• Develop summer workshop or training
and certification program for teaching
students with autism

• Develop webinars and podcasts about
working with students with autism.

27

G C
urrent and Future Educators
Recognize current educators helping people with autism in the school systems
Tactics
• Develop “Autism Champion” program
to recognize educators who are class-
room champions

• Engage current champions and other
teachers who work with students with
autism to develop best practices for
Alabama schools

28

G C alendar
October 2010 November 2010 December 2010 January 2011 February 2011 March 2011 April 2011 May 2011
W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4 W1 W2 W3 W4
Key Public General Public
Strategy mass media autism awareness campaign
Tactics Media kit for local print, TV, radio
Discuss autism hero campaign in media appearances
Power point presentation on autism & Glenwood
Fact sheet on autism in Alabama
Posters introducing YouTube video contest for area schools & clubs
YouTube video contest
Strategy streamline general Glenwood communications
Tactics New magazine/newsletter design
New presentation boards
Power point presentation template for all external Glenwood presentations
New Glenwood brochure
New Glenwood booklet series
One-pagers of Glenwood services
Glenwood bumper sticker
Strategy Improve fundraising communications
Tactics Client-created artwork for Glenwood partner schools
New artwork for Glenwood pecan buckets
New Glenwood banners for stores
Redesign pecan brochure
Redesign pecan Web site
letter in pecan buckets about Glenwood & autism
Key Public State policy makers
Strategy Spokesperson campaign
Tactics Media kit for each participants office to send out
Pitch letter for all state policy makers
News release announcing partnerships
Plaque/framed certificate for each participant
Propose autism awareness legislation
Pitch policy makers on autism legislation

29

G C alendar
October 2010 November 2010 December 2010 January 2011 February 2011 March 2011 April 2011 May 2011
W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4 W1 W2 W3 W4

Key Public Families and people with autism
Strategy Engage through digital technology
Tactics Twitter engagement
Strategic following on Twitter
Retweets
Provide info on Glenwood on Facebook and Twitter
Create badge of all social media profiles for Web site
Strategy Blogger/social media outreach
Tactics Social media audit
Media list
Shared content online
Glenwood outreach/blog pitches
Strategy Use Internet to promote wealth of Glenwood resources
Tactics Use hashtags/tags to enhance searchability
New Glenwood Web site
Update to Glenwood Web site minimum once a week
Post information for multiple audiences on all sites
Key Public Future and current educators
Strategy Prepare students & educators for autism in the classroom
Tactics Online informational guide for teachers
Summer workshop
Informational flyers
Invitations
Strategy Recognize current educators
Tactics Autism champion program
Informational flyers
Nomination form
Award letter to champions
1-day forum for select teachers to develop best-practices
Invitation
Agenda

30

G Budget
Detail Per Item Cost Total Projected Sponsored Credit Actual Projected
Key Public General Public
Strategy Mass media autism awareness campaign
Tactics Media kit for local print, TV, radio 10 folders @ 2.75/ea $2.75 $27.50 $0.00 $27.50
Fact sheet on autism in Alabama 10 @ .02/ea $0.02 $0.20 $0.00 $0.20
Glenwood brochure 10 @ .075/ea $.075 $0.00 $0.00 $0.00
Glenwood fact sheet 10 @ .02/ea $0.02 $0.20 $0.00 $0.20
News release 10 @ .02/ea $0.02 $0.20 $0.00 $0.20
Media brief on Autism Awareness month 10 @ .02/ea $0.02 $0.20 $0.00 $0.20
Fact sheet on Autism Hero campaign 10 @ .02/ea $0.02 $0.20 $0.00 $0.20
Discuss autism hero campaign in media appearances no cost $0.00 $0.00 $0.00 $0.00
Power point presentation on autism & Glenwood Prepared by Glenwood $0.00 $0.00 $0.00 $0.00
Fact sheet on autism in Alabama 500 @ .02/ea $0.02 $10.00 $0.00 $10.00
Posters introducing YouTube video contest for area schools & clubs 50 @ 1.0/ea $1.00 $50.00 $0.00 $50.00
Strategy Subtotal: $3.95 $88.50 $0.00 $88.50
Strategy Streamline general Glenwood communications
Tactics New magazine/newsletter design no cost – UA Campaigns class $0.00 $0.00 $0.00 $0.00
New presentation boards 4 @ $30/ea $30.00 $120.00 $0.00 $120.00
Power point presentation template for all external Glenwood presentations no cost – UA Campaigns class $0.00 $0.00 $0.00 $0.00
New Glenwood brochure 5,000 @ .075/ea $.075 $375.00 $0.00 $375.00
One-pagers of Glenwood services 750 (250 ea) @ .2 ea $0.20 $150.00 $0.00 $150.00
Glenwood bumper sticker 100 @ 1.25/ea $1.25 $125.00 $0.00 $125.00
Strategy Improve fundraising communications
Tactics Client-created artwork for Glenwood Frames (24 @ 2.7/ea) $2.70 $65.00 $0.00 $65.00
New artwork for Glenwood pecan buckets no cost – UA Campaigns class $0.00 $0.00 $0.00 $0.00
New Glenwood banners for stores no cost – UA Campaigns class $0.00 $0.00 $0.00 $0.00
Redesign pecan brochure no cost – UA Campaigns class $0.00 $0.00 $0.00 $0.00
Redesign pecan Web site Donated by Rob Clark Design $1,525.00 $1,525.00 $1,525.00 $0.00
Letter in pecan buckets about Glenwood & autism no cost – UA Campaigns class $0.00 $0.00 $0.00 $0.00
Strategy Subtotal: $1,527.70 $1,590.00 $1,525.00 $65.00

31

G Budget
Key Public State policy makers
Strategy Spokesperson campaign
Tactics Media kit for each participants office to send out 140 @ 3.25/ea $3.25 $455.00 $0.00 $455.00
Pitch letter for all state policy makers 140 @ .02/ea $.02 $2.80 $0.00 $2.80
News release announcing partnerships 140 @ .02/ea $.02 $2.80 $0.00 $2.80
Plaque/framed certificate for each participant 140 @ .02/ea $.02 $2.80 $0.00 $2.80
Propose autism awareness legislation no cost $0.00 $0.00 $0.00 $0.00
Pitch policy makers on autism legislation no cost $0.00 $0.00 $0.00 $0.00
Key Public Families and people with autism
Strategy Engage through digital technology
Tactics Twitter engagement no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00
Strategic following on Twitter no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00
Retweets no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00
Provide info on Glenwood on Facebook and Twitter no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00
Create badge of all social media profiles for Web site no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00
Strategy Blogger/social media outreach
Tactics Social media audit no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00
Media list no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00
Shared content online no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00
Glenwood outreach/blog pitches no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00
Strategy Use Internet to promote wealth of Glenwood resources
Tactics Use hashtags/tags to enhance searchability no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00
New Glenwood Web site Design by Rob Clark Design $1,625.00 $1,625.00 $1,625.00 $0.00
Update to Glenwood Web site minimum once a week no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00
Post information for multiple audiences on all sites no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00
Strategy Subtotal: $1,625.00 $1,625.00 $1,625.00 $0.00

32

G Budget
Key Public Future and current educators
Strategy Prepare students & educators for autism in the classroom
Tactics Online informational guide for teachers no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00
Summer workshop
Informational flyers 100 @ .02/ea $0.02 $2.00 $0.00 $2.00
Email invitations to teachers no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00
Agenda 100 @ .02/ea $0.02 $2.00 $0.00 $2.00
Power point printout/notes 100 @ 1.00/ea $1.00 $100.00 $0.00 $100.00
Questionnaire/feedback forms 100 @ .02/ea $0.02 $2.00 $0.00 $2.00
Snacks Panera Bread $.50 $50.00 $0.00 $50.00
Drinks Panera Bread $.35 $35.00 $0.00 $35.00
Lunch Panera Bread $6.00 $600.00 $0.00 $600.00
Certification 100 @ .25/ea $0.25 $25.00 $0.00 $25.00
Strategy Recognize current educators
Tactics Autism champion program
Informational flyers 100 @ .20/ea $0.20 $20.00 $0.00 $20.00
Nomination form 75 @ .02/ea $0.02 $1.50 $0.00 $1.50
Award letter to champions 50 @ .02/ea $0.02 $1.00 $0.00 $1.00
Certificate 50 @ .25/ea $0.25 $12.50 $0.00 $12.50
1/2-day forum for select teachers to develop best-practices
Invitation 25 @ .02/ea $0.02 $.50 $0.00 $.50
Agenda 25 @ .02/ea $0.02 $.50 $0.00 $.50
Worksheet 25 @ .02/ea $0.02 $.50 $0.00 $.50
Feedback form 25 @ .02/ea $0.02 $.50 $0.00 $.50
Snacks Panera Bread $2.00 $50.00 $0.00 $50.00
Drinks Panera Bread $.40 $10.00 $0.00 $10.00

Total Projected: $2,299.90

33

G Evaluation
Criteria Tools
1. Promote awareness of Glenwood Inc. 1. Glenwood staff will keep track of 3. A follow-up survey with pecan buy-
among 300,000 people by October mass media coverage to estimate ers who have been re-exposed to the
2011 exposure of Glenwood’s message. message can partially measure mes-
Although this doesn’t measure message penetration. Also, a poll of the
2. Increase of 500 Autism Heroes by sage penetration, it will measure general public asking individuals to
October 2011 awareness of Glenwood’s name and recognize what the symptoms of au-
its services. In addition, a follow-up tism are will measure the retention of
3. Increase awareness of autism and its survey should be sent out to pe- the autism signs messaging. Presenta-
signs and symptoms among 250,000 can buyers and put out among the tions to audiences by Glenwood staff
in the general public by October general public to gauge the increase and junior board members can also
2011 in awareness from the established be reviewed to measure participation
benchmarks. and audience recall.
4. Increase online interactions to 5 per
week by November 2010 2. Records should be kept of the num- 4. Records kept of the number of
ber of Autism Heroes. Glenwood tweets, Facebook messages/posts,
will also track the general donations YouTube videos and other output
received for Glenwood through tra- messages by Glenwood staff. These
ditional fundraising activities. will then be tracked in addition to re-
sponses and the follow-up comments
Glenwood staff provides.

34

G Appendix
Audience: General Public

35
Glenwood Fact Sheet Autism Hero Fact Sheet
for Autism Awareness Month for Autism Awareness Month

G Appendix

36
Autism in Alabama Fact Sheet
for Autism Awareness Month

G Appendix

Invitation to Tour Glenwood Art Program Information Letter 37

G Appendix

Glenwood Brochure
38

G Appendix

Glenwood’s Power Point
Template Glenwood’s One-Pager 39

G Appendix

Glenwood Presentation Boards
40

G Appendix

Glenwood Bumper Sticker

Glenwood Pecan Bucket

41

G Appendix

Glenwood Web Site Pecans with a Purpose Web Site

42

G Appendix

Pecans With a Purpose Banner Letter for Pecan Buckets
43

G Appendix
Audience: State Policymakers

Autism in Alabama Fact Sheet Autism Information for Legislation in Alabama 44

G Appendix

Autism in Alabama Fact Sheet News Release 45

G Appendix

Autism Information for Legislation in Alabama 46

G Appendix
Audience: Families and People with Autism

Sample Page of Social Media Audit Sample Page of Social Media Tactics 47

G Appendix
Audience: Educators

Summer Workshop Autism Champion Information Sheet 48

G Appendix
Audience: Educators

Champion Invitation Letter Webinar Resource Center 49

G C ampaign Group

Account Executive Editor
Dana Lewis Kayla Gail Anthony

Creative Team Research Team
Javier Arenas Christen Jarratt
Molly Chambers Kelvin Jones

50

Campaign for Glenwood, Inc.

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie Campaign for Glenwood, Inc.

Ähnlich wie Campaign for Glenwood, Inc. (20)

Campaign for Glenwood, Inc.