Alzheimer’s Association Public Relations Plan Web viewAlzheimer’s Association Public Relations Plan. June 18, 2012. Alzheimer’s Association Public Relations Plan. June 18, 2012.

Alzheimer’s Association Public Relations Plan June 18, 2012

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Alzheimer’s Association Public Relations Plan

June 18

2012By Melissa Ohlemiller, Jessica Roethel and Amy Finke


Table of Contents

Executive Summary 3

Analyzing the Situations 3

Internal Environment……………………………………………………………………………………………………..6

Public perception……………………………………………………………………………………………………………7

SWOT Analysis 8

PEST Analysis………………………………………………………………………………………………………………..11

Competito Analysis….…………………………………………………………………………………………………..12

Analyzing the Publics 14

Goal and Objectives 17

Formulating Action and Response Strategies 18

Message Strategy

Tactics 19

Campaign Schedule 22

Budget26

Evaluation 28

References 30


Executive Summary

The Alzheimer’s Association is the leading non-profit health organization in Alzheimer’s

care and support. Their mission is to eliminate Alzheimer’s disease through

advancement of research; to provide and enhance care and support for all affected; and

to reduce the risk of dementia through the promotion of brain health. Alzheimer’s is the

sixth-leading cause of death in the country and the only cause of death among the top

10 in the United States that cannot be prevented, cured or even slowed. In Indiana

alone there are 120,000 individuals suffering from Alzheimer’s. The Alzheimer’s

Association works on a national and local level providing services in each community.

The organization started as the Alzheimer’s Association and Related Disorders

Association was established by community hospitals in 1982. The chapter affiliated with

the National Association in 1988, becoming the Alzheimer’s Association-Central Indiana

Chapter. Meanwhile they merged with the South Central Indiana Chapter which

included 14 counties, and also the Fort Wayne Alzheimer’s Support Groups. The

Association now serves 73 counties in Indiana, led by a volunteer directory staff of 24

and over 550 volunteers.

The Alzheimer’s Association-Central Indiana Chapter provides a variety of services

including support groups, education programs, and professional training. All programs

and services are made possible through contributions from individuals, corporations and


foundations. St Vincent Hospital is the major sponsor for this chapter, Anthem and

Sourwine as patron sponsors, and also various other local businesses contributed.

Our goals for this campaign are to increase coverage in the media, expand social media

networks, and increase awareness and attendance for the annual walk. Various tactics will

be used to inform the publics of the ongoing fight against Alzheimer’s to achieve

measurable results for goals.

Analyzing the Situation

The Alzheimer’s Association faces an opportunity as well as an obstacle. The

Alzheimer’s Association has an opportunity to use its strong messaging and brand

foundation to reach more donors and volunteers. This organization strives to not only

have enough funding for their support group programs but, in addition towards research

to put an end to the disease. According to Joanna Rosenthal Communication Director of

the Alzheimer’s Association, the problem is that not enough people know that the

organization exists and the services they can provide.

The Alzheimer’s Organization, which is staffed by 24 employees, is a non-profit and

relies solely on funding from grants, individual donors and fundraising events. In 2011

alone, there were 72,296 individuals provided with services such as the support groups,

the information and referral, care consultation and education programs. Most of their

expenditures in 2011 were spent in program services at $1,564,994. Payments for care

are estimates at $200 billion in the United States in 2012. An average person Medicare

payment for a patient with Alzheimer’s or Dementia is nearly three times higher than


those without this condition.

Most of the Alzheimer’s financial support comes from the fundraising events they hold

which, almost covers the amount they spend on programs each year. One event that

provides significant funding is their annual “Memory Walk” which provides them with

nearly sixty percent of the chapter’s revenue. In 2011, more than 7,000 individuals

participated in the 12 walks nationally and raised over $1.2 million. In Indiana alone,

there were 9 thousand participants and the walk in 2011 raised close to $1 million.

Other events that are done specifically in Indiana are the Blonde Vs. Brunettes powder-

puff football game which was brand new in 2011 and raised $15,000 and Alzstars which

is a group of 29 individuals who train together and finished the OneAmerica 500 Festival

Mini- Marathon and raised $13,000 dollars. They need to increase volunteers in order to

help spread the word about the foundation and about the events which, is where

utilizing a street team to pass out materials around locations around the city would be

beneficial for them.

This organization does a great deal with education and needs help promoting their

speaker’s bureau as well as getting stories placed in the news media. This non-profit

also provides emotional support to those that suffer from the disease as well as to the

care-givers. Some of the services the organization provide are group support for family

members and those that suffer from Alzheimer’s, educational programs, research and

multilingual information. This is s where the help of the media and social media would

help a great deal. They need to promote and keep their publics informed of what is


going on with the organization. The only way to do that is to interact and build more of a

relationship with the public. In general, this organization needs help with their

communication development.

One recent development would be a great focus for this campaign. In January 2011, the

National Alzheimer’s Project Act was enacted into federal law by Senator Evan Bayh.

NAPA is a strategic plan to combat Alzheimer’s disease on a nationally recognized

level. In Indiana there is a task force that was created by Mitch Daniels and this group

will deal with but, is not limited to diagnostic services, early-stage and early-onset

strategies, research, quality of care, workplace development, coverage of long term

care services, and public safety and law enforcement issues. This recent development

would shed new light on the subject in the community and help to further spread their

message. The national research plan is under construction but, this is a piece of news

that could be used with the media and social media. When the plan is finished, the

Alzheimer’s Association will be one step close to getting the Government to Fund a

National Research Program which would help to get all of the researchers on the same

page.

Internal Environment

Niche

Indiana Alzheimer’s Association is the leading voice for those that are in need of

support and suffering from dementia and Alzheimer’s. They not only provide


support for patients but, caregivers, medical professionals, researchers and

families of those that are affected by the disease.

Attitude of the Organization

This organization is a tool for the community and an open book as far as sharing

information. Their staff is well- informed and a great representation of what a

communications department should be in any organization.

Ethical base- This organization values their clients and the families. Everyone is

treated with dignity and respect and the support they deserve.

Public Perception

Visibility

o Easily visible on Google- top website to come up under searching for

Alzheimer’s.

o Have Facebook and Twitter

o Do not have a Blog page

o Do not have a YouTube channel

Reputation

o There are currently 846 people are fans on Facebook and 16,003

followers on Twitter

o Have the support of Evan Bayh and Indiana Governor Mitch Daniels as

well as Indiana Congressman Andre Carson


o The Alzheimer’s Association has been recognized in 2011 and 2012 as

the top large non-profit to work for and the number five in the top 50

non-profits overall by The NonProfit Times.

SWOT Analysis

In order to have a thorough understanding of Indy Humane, a Strengths, Weaknesses,

Opportunities and Threats (SWOT) analysis was performed. The analysis gives a

baseline of where the organization stands and what needs to be worked on to be more

successful.

Strengths

Some of the strengths of the organization include its reputation in Indianapolis, its

committed staff and the goods and services it provides to the public. Alzheimer’s

association has a group of 550 volunteers and committed staff that help with

fundraising, events, the help-line group meetings and educational events.

Another strength for this organization is the services they provide and how they target

and build relationships with the many target audiences this organization has. The

Indiana Alzheimer’s association provides services to those that are affected by

Alzheimer’s and dementia such as support groups, the help-line, educational resources,

research and fundraising for medical research. The organization has a good reputation

and is backed by the Governor of Indianapolis, Mitch Daniels.

The Alzheimer’s Association has a very detailed website that is extremely user friendly


and appeals to all of their various target audiences such as the caregivers, the families,

the doctors, the volunteers and those who are just seeking more information. This

organization is unique in that it tries to help with the emotional burden that is brought on

by this disease by providing the support and tools needed.

Weaknesses

In meeting with the communication director of Alzheimer’s Association, she expressed

that many individuals don’t know that the organization exists so, the organization needs

more recognition. There is a lot of room to build relationships with public and really

demonstrate what the organization stands for and the services they offer.

One communication weakness they have is the fact that the organization does not

utilize social media. Social media is a great way to communicate to the locals and let

them know about the various events going on with the organization as well, as to

develop more relationships with the community at a faster pace. This method is cost

effective and would broaden their market significantly if used often enough.

The other communication obstacle they have is making sure the public knows that their

annual walk is a fundraising event and not just an event to participate in. Their

communication with the public in the next few months needs to heavily emphasize on

fundraising and creating competition surrounding the walk.

Opportunities

Donors respond well to storytelling and heart-felt videos. This organization has a lot of

great stories that haven’t been told with a prominent media source. They tell heart-felt


stories at their events but they don’t have a “YouTube” channel and they don’t post

videos on their social media. More stories being told will be the perfect way to have the

public identify with this organization and want to get involved.

The Alzheimer’s Association is doing a better job with getting mentioned in the media

but, could be capitalizing on more opportunities with different publications and more

frequently.

Threats

One threat is the blackout period which is enforced by the United Way. The United Way

does not want any organization to fundraise from September first until November 13 th.

The Alzheimer’s Association has to be aware of that and plan their fundraising

activities accordingly.

Economically there is the fact that the general population is less likely to donate to non-

profits because, the economy is not great. The Alzheimer’s association needs to show

the need for their services and what they can do for potential donors and their future of

their families.

PEST Analysis

Political

- Uniform adult guardianship was addressed in House Bill 1055 and signed into action

by Gov. Mitch Daniels effective 7/1/2011


-Mitch Daniels re-commissioned the Governor’s Task Force on Alzheimer’s disease and

they will be responsible for creating a Alzheimer’s Disease state plan.

-House Bill 1001 maintained CHOICE funding at $48.8 million per year and did not limit

mental health drugs under Medicaid

-Senate Bill 331 provides several Medicaid eligibility look back provisions

-Senate Bill 461 has health care reform provisions

-Senate Bill 363 insured background checks for health care professionals

Economic

-Although Americans aged 65 and older have a higher economic status than the

previous generation they still average a lower income than the younger generations and

may face challenges affording healthcare

-High unemployment rates equal decreased donation dollars and can result in cuts in

funding

Social

-Impact of ‘baby boomers” (One in 8 Americans aged 65 or older has Alzheimer’s)

-Lifestyle factors that can increase risk of Alzheimer’s are smoking, depression, high

blood pressure, obesity and lack of exercise. It is estimated that over one million cases

worldwide could be prevented by curbing these risk factors.


Technological

-Innovation in imaging technology including CT and PET scans and also the recent

development of automated, highly reproducible volumetric imaging methods.

-Protein purification techniques and also gene sequencing are significant.

Competitor Analysis

Alzheimer’s & Dementia of Northern Indiana is a competitor to the Alzheimer’s

Association- Indiana Chapter for the overall services they provide. Alzheimer's Services

of Northern Indiana is a not-for-profit, charitable, tax-exempt organization dedicated to

family support, education, advocacy, and research into Alzheimer's disease and other

related dementias. Although the Alzheimer’s Association – Indiana Chapter serves over

73 counties here in Indiana, the Alzheimer’s & Dementia of Northern Indiana only

serves 11 counties. The Alzheimer’s & Dementia of Northern Indiana are, however,

associated with a larger organization fighting against dementia and Alzheimer’s, known

as the Alzheimer’s Foundation of America (AFA). AFA helps extends the reach in

audience for the Alzheimer’s & Dementia of Northern Indiana in that it unites more than

1,600 member organizations nationwide.

Services provided by the Alzheimer’s & Dementia of Northern Indiana includes toll-free

support line for emotional support, disease information, care giving tips and support,

and referral to local community services. This also includes the AFA’s Care Connection

program where free, weekly telephone support network offering caregivers disease

coaching, support, and national speakers. They offer support groups for the caregivers


and persons in early stages of dementia, focusing on support and education. They offer

a free monthly class that provides information and education regarding various aspects

of Alzheimer's disease and dementia, along with a care connection program where

meetings take place one-on-one with families to provide assessments, education, help

with problem-solving and linkage to appropriate community services. Workshops,

seminars and speakers’ bureaus provide and discuss topics such as disease

orientation, care giving skills, and coping strategies.

The Alzheimer’s & Dementia of Northern Indiana also provide scholarships through

AFA. One grant is up to $1,000 to families who are in need of respite services, and the

Sadie Mager Emergency grant provides a one-time grant of $500 for respite services.

All this information can be found through their website, newsletter, lending library (which

includes books, DVDs, pamphlets) and AFA’s Care ADvantage, a free quarterly

magazine for caregivers of people with Alzheimer's and related illnesses. They also

provide full-service days offering structured activities, socialization, health monitoring,

and safe and secure surroundings for physically or cognitively-impaired older adults

during the daytime. Although the Alzheimer’s & Dementia of Northern Indiana doesn’t

have any specific events, their associate AFA has annual events to raise awareness,

which includes the foundation's National Memory Screening Day and the National

Commemorative Candle Lighting, both of which are held in November. The AFA Quilt to

Remember is the nation's first dementia-related quilt that will continually grow in size

and travel the country to pay tribute to those affected by Alzheimer's disease.


Other competitors to the Alzheimer’s Association include any organization that deals

with other health-related issues, such as cancer, cardiovascular disease, or stroke. One

major competitor is the Susan G. Komen for the Cure of Central Indiana. Susan G.

Komen serves 21 counties in which it provides education, screenings, treatment

assistance, and survivor support. They also hold the largest single-day fundraising

event in Indiana. In 2011, there were nearly 38,000 race participants and 100

corporations came together to raise $2.6 million .Another competitor related to health is

the American Heart Association. They to provide for the Indianapolis area CPR & first

aid training, education materials, support, research, and the Indiana Heart Walk. Just

like the Alzheimer’s Association, they too are looking for support from future and current

donors and volunteers. Another competitor is the American Cancer Society is

nationwide, community-based, voluntary health organization that is dedicated to

eliminating cancer by prevention, research, education, advocacy and care. This

organization helps with patient support and encourages people to lead healthier

lifestyles with education.

Analyzing the Publics

Donors

Current donors must be informed as to how their contributions are helping and the goals

they are helping to achieve. By showing the progress the association is making due to

their contributions it encourages them to continue doing so in the future.

Past donors


The Alzheimer’s Association need to find out why former donors quit contributing and

what they can do to gain back their support. It is also important to show them the

advances being made and how their contributions would benefit the organization.

Researchers

Researchers are a fundamental part of the organization as they receive the grants and

inform the association of the medical information. They share their research and work

together to find the causes and a cure for Alzheimer’s disease, so it is important to keep

them informed of the ongoing changes and news in the organization.

Print and news media

The print and news media will help Indiana Alzheimer’s Association to promote their

organization and spread awareness of their cause. The media in this case would be a

great outlet to put events on community calendars and to send press releases to. The

media is also a great way to direct attention to a specific family that has used the

Indiana Alzheimer's Associations services directly. They currently get coverage by

channel 8 news in Indianapolis, but should expand to other local stations and

newspapers.

Volunteers

Volunteers are the individuals who contribute to the Alzheimer’s Association by donating

their time to the organization. Volunteer’s duties include advocacy, clerical work, and

fundraising, helping with health fairs, the helpline, special events, and the speaker’s


bureau and with support group facilitating. The organization currently has 550 active

volunteers.

Caregivers

Caregivers are those who work with Alzheimer’s or dementia related patients who may

or may not be well informed. Unlike professional caregivers, family-related caregivers

are important to the organization because they are less informed of the illness. The

Alzheimer’s Association-Indiana Chapter will help inform these family-related caregivers

become more knowledgeable about the illness. Both professional and family-related

caregivers will need to know the different ways of how to handle patients, such as

planning activities or assisting them with their daily routine, which will be beneficial to

the caregiver. It’s important for the caregiver to learn how to handle the many behaviors

of Alzheimer’s or dementia related patients. Lastly, caregivers need a way to cope with

the daily stresses they face when caretaking.

Children

Children are those people within the organization who may not know what Alzheimer’s

or dementia is. They are important to inform because of their lack of knowledge of what

Alzheimer’s and dementia is. It’s also important because children need to learn how to

cope and handle loved ones who may suffer from Alzheimer’s or dementia. Children

also need to be informed about their family history with the disease. From knowing their

family history, they may be able to watch out for any signs of the illness, or perhaps

even postpone it later in life.


Medical professional’s

Medical researchers are important to the organization because they are the ones

diagnosing patients with Alzheimer’s and/or dementia. They have to learn which

physical and functional changes are normal with aging and which are causes for

concern. They also run diagnostic tests that should be performed, along with giving their

patient the option of enrolling in a clinical trial that may improve his or her cognitive

function. Lastly, medical professionals need to have tips for a management strategy and

learn about medical and nonmedical options for addressing cognitive and behavioral

symptoms.

Goals and Objectives

Goal: To increase public exposure of organizational objectives.

Objectives

1) To increase the positive coverage of Alzheimer’s Association by the local media,

specifically to have 15 news mentions from news outlets.

2) To increase the use of social media, specifically to increase the number of

Facebook fans by 150 in a year from the campaign launch.

3) To increase the use of social media, specifically to increase the number of Twitter

75 followers in a year from the campaign launch


Goal: To increase public support of organizational objectives.

Objective

1) To increase the number of residents of Central Indiana that have heard of the

Alzheimer’s Association and are familiar with all of its services, specifically to increase

by 10 % within one year of the campaign launch

Goal: To increase public attendance at the Annual Walk through utilization of street

teams by placing materials in various businesses around Central Indiana.

Objectives

1) To increase the attendance at the Annual Walk by 10% compared to 2011 or 900

people total.

2) To increase the number of registrants through utilization of Street Teams; enroll 15

volunteers by the end of August

Message Strategy

The Alzheimer’s Association message strategy will play off emotions in order to

convince future donors and volunteers in investing both their time and money into the

organization. With public speaking events, the association will connect to those

volunteers and donors by using personal testimonies from those that have dealt with

dementia or Alzheimer’s within their family, as well as those who have used the

organization’s services. An example of this would be to have a son or daughter with a

parent suffering from Alzheimer’s or dementia come in and talk about the struggles of

the disease, and how the organization has helped. Testimonies like this will play a key


role in grabbing the hearts of those who can and can’t relate to dementia or Alzheimer’s

disease by showing how much the organization genuinely cares.

The organization also needs to be clear to the public about what they want to

achieve, which is a world without Alzheimer’s. In doing so, the organization provides the

public of free support, education and training, and advocacy in enhancing research.

Creating videos, which will include both personal testimonies and staff from the

organization, will be used on social media websites about the organization that will allow

the public to get a better understanding of the organization’s services. Within the video it

will explain both the benefits of volunteering and donating to the organization.

Another aspect the organization needs to emphasize on is fundraising. Street

teams should be wearing shirts with the Alzheimer’s Association name and logo on

them, or purple shirts representing the organization’s color. The street teams will

emphasize heavily on the Walk to End Alzheimer’s since this is the organization’s

biggest fundraising event.

As for visual support, the communications should always incorporate the logo of

the Alzheimer’s Association in everything they do. During media events, speakers

should be wearing purple shirts as well, which is the color used to represent the

Alzheimer’s Association.

Tactics

Interpersonal tactic

Interpersonal communication tactics are fundamental to the Alzheimer’s association and

in developing relationships with the public. To increase the public support and to form a


better connection with the media, an on-site tour would be utilized to invite the media in

and public. This on-site tour would highlight the attributes of the organization and allow

for the organization to really put a face with their name and staff. This tactic will also be

posted on YouTube.

Organizational Media

Street teams will be utilized to spread materials to the various businesses around

Central Indiana about the Annual Walk. The materials being left behind will include mail-

in registration forms for the walk, donation boxes, and posters. The volunteers will have

the opportunity to volunteer for the street teams in July. The street team announcement

will be posted on Twitter, Facebook, and e-mailed to all the current volunteer list as well

as announced at all of the upcoming volunteer functions. The street team will be an

opportunity to not only engage the public and encourage them to attend the walk but,

also to work with the volunteers and involve them with spreading the organization’s

message.

Social media such as Facebook, Blog, Twitter, and YouTube will be used to increase

general exposure to the Alzheimer’s association. This will create a prominent online

presence. Facebook will have staff features, videos of events, daily health tips about

prevention of Alzheimer’s and link to monthly blog. Facebook could be used to also

challenge the public to participate in challenges such as wearing purple during the

“World Alzheimer’s Month”. Facebook and YouTube will also post informative videos

that will be work for a variety of audiences. They even have a book that could be read

aloud as a video for children that don’t understand what Alzheimer’s is. Twitter will


provide articles related to the latest development in Alzheimer’s research and any other

local articles about the organization. The use of a YouTube channel will be a good

opportunity to develop the emotional relationship with the public. The public reading

about families is one thing but, even more of an emotional connection happens when

individuals get to tell their story on video. The channel would also be a great way to

interview the staff of the Alzheimer’s Association and show footage of the events. Blogs

would be a great way to utilize the idea of the experience through the client. The

organization could get a solid list of clients that would be willing to discuss their

experiences through their eyes. This would give the organization a new voice and would

also save the communication director time because, the client would write freely at least

once a month on their own time. The blog would be connected through Facebook as

well as Twitter.

A monthly e-newsletters will be another tactic and will have the most current update to

information going on with the organization. There will be one main topic for each month

to capture the interest of the subscribers. Having a human piece story about a local

family dealing with the daily struggle of Alzheimer’s maintains interest in the

organization and shows success in our mission. Along with the main topic the

newsletter, will include news and upcoming events throughout the organization, as well

as contact information for general inquiries. This will also be a great opportunity to give

the public up to date information on the National Research Plan that is being put

together.


News media

The news media will be contacted after having the media list updated for e-mail and

twitter accounts. The organization will work with the support groups and internally with

staff members to see if any of the clients are willing to tell their personal story and try to

find any newsworthy information. The goal is to pitch a story the media at least twice a

month to ensure that the organization is consistently in the public eye.

Campaign Schedule

January

1st: Begin blogging entries

3rd: Pitch stories to local media

5th: Create YouTube video to gain social media fans

15th: Send out monthly e-newsletter

24th: Pitch stories to local media

Daily: Update social media outlets (Facebook and Twitter)

February

1st:Blog entry #2





March

1st: Blog entry #3





30th: Quarterly progress report


April

1st: Blog entry #4


7th-May 7: Site tour the media- contacting media and preparations


15th -18th: Submit news fact sheets

21st-28th: Issue media kits



May

1st: Blog entry #5


15th: Send out monthly e-newsletters



June

1st; blog entry #6



5th: Create new YouTube video promoting walk





July

1st: Blog entry #7

3rd: Pitch news stories to local media

2nd:Start organizing street teams


24th: Pitch news stories to local media


August

Blog entry #8

3rd:Pitch stories to local media

6th-20th: Street teams get all material out




September

1st: Blog entry #9


7th:YouTube video for World Alzheimer’s month





Daily: Update social media outlets (Facebook and Twitter)- with more of a focus each

day on ways to involve the public with World Alzheimer’s month.

October

1st: blog entry # 10

3rd: Pitch stories to local news media-reminders for walk

14th: Attend walk

15th: Send out monthly e-newsletter and thank participants

24th: Pitch stories to local news media


November

1st: Blog entry #11

2nd: Special edition newsletter for Alzheimer’s Awareness Month

3rd: Pitch stories to local news media

5th: Youtube video for Alzheimer’s Awareness Month

10th: Pitch extra stories for Alzheimer’s awareness




December

1st: Blog entry #12


3rd: Pitch stories to local news media



30th: Quarterly/ year progress report


Budget

The budget for the year will total to $31,000 for all of the advertising, print, planning

development and video expertise. All of the costs for the annual walk advertising were

found from the Alzheimer’s Association budget. The print of the registration forms, the

posters and the use of the videographer was money that was donated from board

member Eric Easter who is the owner of Kittles and a long time supporter of the

organization. He was happy to help in our efforts to keep this campaign paper-less as

possible.

Tactic Description Cost

Press kit Online 0

Brochures- registration forms

5,000 pieces- full color Printing cost: $504

Fact Sheets Posters 2,500- full color Printing cost:$249

Press release 0

Pitch Letters 0

Social media 0

Site tours 0


Plan Development $100/hr – 21 hours

PR monthly retainer fee $750 x12=$9000

Media List Subscriptions $1000

Production sample costs Video production $1000

Photography Membership One year $2000

Billboards Annual Walk Advertising

$8900

TV advertising Annual Walk $10,000

Print advertising Annual Walk $4,500

Total amount spent: $39,253

Budget Outlook

AdvertisingPrintMisc.Video/ Photo

EvaluationIn order to get an accurate idea of the public support in Indiana, before the campaign starts, the organization will need to conduct a baseline survey of residents of Indiana, asking the volunteers to send out a online survey to their contact (sent out to at least 400 people) with permission asking three questions:


1. Have you heard of the organization2. If yes, what do they do?3. What is your zip code?

A quarterly survey will be done to see the progress from the baseline findings.

A before- and- after study would make the most sense for this plan because, the plan has measurable objectives. The idea of a before-and- after study is to observe and measure a public, expose the public to the tactics and measure the public again (Smith, 2009).

The quarter evaluations will measure the following:

Objectives

To increase the positive coverage of Alzheimer’s Association by the local media,

specifically to have 15 news mentions from news outlets.

To increase the use of social media, specifically to increase the number of

Facebook fans by 150 in a year from the campaign launch.

To increase the use of social media, specifically to increase the number of

Twitter 75 followers in a year from the campaign launch

To increase the number of residents of Central Indiana that have heard of the

Alzheimer’s Association and are familiar with all of its services, specifically to

increase by 10 % within one year of the campaign launch.

The following objectives will not be evaluated quarterly but at the time of the Annual

Walk in October 2012:

1) To increase the attendance at the Annual Walk by 10% compared to 2011 or 900

people total.


2) To increase the number of registrants through utilization of Street Teams; enroll 15

volunteers by the end of August

Works Cited


Alzheimers Association- Greater Indianapolis Chapter. Retrieved May 27, 2012

from www.alz.org/indiana

Alzheimers and Dementia Services. Retrieved June 16, 2012 from

http://www.alz-nic.org/prod/

Alzheimer’s Foundation of America. Retrived June 16, 2012 from http://www.alzfdn.org/

American Cancer Society. Retrieved June 16,2012 from http://www.cancer.org/

American Heart Association. Retrieved June 16, 2012 from

http://www.heart.org/HEARTORG/Affiliate/Indianapolis/Indiana/Home_UCM_MWA004_AffiliatePa

ge.jsp#

Coping with Alzheimers in Daily Life. Retrieved June 9, 2012 from www.webmd.com/alzheimers/guide/coping-daily-life

Smith, R.D. (2009). Strategic planning for public relations.(3rd ed.). New York: Routledge

Susan G. Komen for the Cure. Retieved June 16, 2012 from

http://www.komenindy.org/about/

http://www.heart.org/HEARTORG/Affiliate/Indianapolis/Indiana/Home_UCM_MWA004_AffiliatePa%0Age.jsp#



http://www.cancer.org/

http://www.alz-nic.org/prod/

Alzheimer’s Association Public Relations Plan Web viewAlzheimer’s Association Public Relations Plan. June 18, 2012. Alzheimer’s Association Public Relations Plan. June 18, 2012.

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