Final Draft Report

Spring 2011 Public Relations Workshop

Client Report

For

22nd Annual Systems Unlimited Golf Classic

Instructor……………………………………………………………………Dr. Petya Eckler

Creative Team Account Executive……………........…………..……….Kelli Sullens

Research Team Account Executive………………………..……..Andrew Monroe

Creative Team…………………………………....…………………...…......….Devin Grask

Clara Hogan

Zac Lampe

Leah McClure

Brian Stewart

Lauren Wretman

Research Team……………………..…………………………………………. Sam Driscoll

Janessa Hageman

Colleen Kennedy

Mike Lauren

Amy Tiffany

Travis Varner

Table of Contents

Executive Summary…………..………………………………………………………………………………….1

SWOT Analysis………………………..……………………………………………………………………………2

Competitor Analysis…………..………………………………………………………………………..……..…4

Target Audiences………..………………………………………………………………………………..………6

Secondary Research on Target Audiences…………………………………….………………….........7

Primary Research on Target Audiences…………….………………………….………………….…..11

Secondary Audience…………….……………………………………………………………….…………….13

Social Media ……………..……….………………………………………………………………….……….…..16

Goals and Objectives……….…………………………………………………………………………..……...18

Strategies and Tactics……………………..…………………………………………………………….…….19

Messages and Themes…………….……………………………………………………………….…...…….25

Creative .…….…………………………………………………...…………………………………………..…….28

Monitoring and Evaluation………………………………………………………………………………….

Appendix……………………………………………………………………………………………………….…..32

Executive Summary

About Systems Unlimited

Systems Unlimited, Inc. is a non-profit organization that has provided services to adults and children with disabilities, mental health needs, and other challenges throughout Eastern Iowa for the past 40 years. Services include supported living, employment services, a day program, and remedial and therapy services. The organization serves over 1,000 children, adults and families in 45 cities and towns in Eastern Iowa, generating over $13.7 million in revenue per year.

Problem Statement

Recently, Systems Unlimited has found it difficult to maintain and expand participation and sponsorship in its biggest annual fundraiser, the Golf Classic. Past participants are aging out of the tournament and Systems is looking to expand the tournament involvement to new businesses and individuals.

OverviewThis year (2011) is the 22nd annual Golf Classic for Systems Unlimited. The Golf Classic is held at Pleasant Valley Golf Course on May 9. In the past, it has been an “internal” event with little to no publicity. Systems Unlimited counted on repeat participants to fill sponsorship positions and teams.This strategic plan recommends research-based strategies, tactics, messages and themes, whose overall goals are to increase awareness, participation and sponsorship in the Golf Classic and other Systems Unlimited fundraising events. The recommendations are based on primary and secondary research of the target audiences that have been identified: local businesses and “baby-boomer golfers.” The research showed that Systems Unlimited’s good cause and the fun experience of golfing were the main draws to the event between both target audiences. Therefore, the overall theme focused on fun and the charitable cause of the event. As a part of this theme, two messages were developed: “Fore! A good cause” and “Play. Sponsor. Donate.” The proposed strategies include promotion through local media, placing promotional materials in local businesses, using social media to foster relationships with target audiences, increasing exposure of participating businesses, emphasizing the social aspect of the game, and creating a monthly newsletter for participants. The creative team developed a poster, an informational card, a Facebook page, an event brochure, display boards, and table centerpieces for the Golf Classic event.

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SWOT Analysis

Systems Unlimited can grow its golf tournament by maximizing its multiple internal strengths and the external opportunities and minimizing its internal weaknesses and external threats.

Strengths

The Golf Classic has been occurring for 22 years, longer than any other Golf Classic in the area, and has established long-term support from local businesses.

Systems Unlimited holds other events throughout the year, which can be used to further publicize and establish the overall brand awareness. The more knowledge the community has about Systems Unlimited, the more likely they are to participate in its various events.

Systems Unlimited provides a unique range of services in the local community and can use the importance and impact of its service to generate interest in fundraising.

Weaknesses

Typical participants in the annual Golf Classic are aging and may no longer be interested in participating.

Many local community members are unsure of the purpose or mission of Systems Unlimited. Many local community members are unaware that Systems Unlimited has a golf outing. The Systems Unlimited Golf Classic has no designated logo, and the name of the event is

generic. Brand awareness for the services the organization provides cannot be derived from its name “Systems Unlimited.”

Opportunities

Iowa City residents are welcoming to nonprofits. Five out of seven interviewees participate regularly in an annual golf charity.

This charity golf event has very good timing — it is the second of the season. Because the SUI Golf Classic is early in the season, golfers are eager to get out and participate and are not burnt out yet, as could be the case later in the year.

There are 8,007 small businesses in Johnson County, which gives Systems Unlimited an opportunity to receive sponsorship from many more companies.

Systems Unlimited can grow on the Internet because the primary target audience is engaged in web-based communication.

Businesses strive to be socially responsible and are looking for new ways to donate and get tax credits.

Systems Unlimited’s secondary audience is baby boomers; they are 15.9% of Iowa City’s residents.

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Threats

An increasing number of nonprofit fundraisers are occurring through the University of Iowa and Iowa City. There are over eight golfing events throughout the golfing season starting April 29 and run until mid-September. This causes high competition for the same donors and participants.

A variety of fundraising events occur throughout the summer outside of the golfing sector, further increasing the competition among charitable organizations in the Iowa City area.

Many (60%) businesses nationwide have cut their annual donations by 10% due to the recession. This weakens Systems Unlimited’s opportunity to gain new sponsorships and participation.

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Competitor Analysis

At least eight other charity golf events occur in Iowa City. These events serve as direct competition that can draw away participation from the Systems Unlimited Golf Classic. Below are the descriptions of several golf events in the area. For a calendar of their dates, see the appendix.

I-Envision Uptown Bill's Golf OutingThis event occurred on April 29, 2011 at Brown Deer Golf Club. I-Envision is the University of Iowa’s Entrepreneurship Club, and targets students and faculty. Student participation is $60, faculty participation is $70, and general public participation is $80. Other sponsorship opportunities are available.http://tippie.uiowa.edu/ienvision/index.html

Fareway/MDA Golf ClassicNo information available

University of Iowa Children’s Hospital OpenThis event occurs on June 3, 2011 at Brown Deer Golf Club. Entrance fee is $1,500 per team or $375 per person, and is 80% tax deductible. This event has the most organized website and also provides a more competitive environment than the other fundraisers. The event includes up to a $10,000 prize and a gift pack for each golfer with a $100 gift card and a free putter. Food is provided by Panera Bread Bakery-Café and Texas Roadhouse.http://www.uichildrenshospitalopen.com/golf/university-of-iowa-childrens-hospital-open/

Fore the House Golf Outing (Ronald McDonald House)This event occurs on June 13, 2011 at Finkbine Golf Course. Sponsor opportunities range from $250 to $3,500. Individual registration is $150. Information regarding sponsorship and participation is available online. http://www.rmhciowacity.org/pages/fore_the_house_golfing_event

Romanowski/Regina VIP Golf ClassicThis event occurs on June 20, 2011 at Pleasant Valley Golf Course. Sponsorship opportunities range from $100 to $1,000, and a foursome is $500. Food and raffle prizes are included.http://www.regina.pvt.k12.ia.us/files/2011%20Brochure%20(1).pdf

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Lion’s Club Golf OutingThis event occurs July 11, 2011 at Finkbine Golf Course. The entrance fee is $125 per person, or $500 as a team. Sponsorship opportunities include $500 hole sponsors, $100 sign sponsors, and various “achievement sponsors.” These sponsors include multiple $250 sponsors for longest men’s and women’s drive, closest to the pin, and longest put. The event includes other prize opportunities including a free car for a hole-in-one on one of the 13th hole.www.iowalions.org

Glenn Roberts Elks/Iowa City Hospice Golf ClassicThis event occurs on August 1, 2011 at Elks Lodge #590. Participation costs $300 per team. Information about participation/sponsorship is not available online. www.iowacityhospice.org

City Carton Children’s Cancer Golf TournamentThis event occurs on August 9, 2011 at Brown Deer Golf Club. Sponsor opportunities range from $650 to $6,000. Last year, over 160 golfers participated. http://www.citycarton.com/CCRGolf2011_SponsorshipInformationForWeb.pdf

Systems Unlimited is priced higher for participation than the other charitable golf tournaments in the area. Sponsorships pricing is very similar to its competitors. Systems Unlimited is the second golf outing of the year, with the first golf outing being two-three weeks earlier.

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Target Audiences

Primary Target Audience

The Golf Classic’s primary target audience is local businesses. Information provided by Systems Unlimited indicates that the majority of teams and VIP, tournament, regular, and hole sponsorships come through local businesses. The $125 player fee is usually funded by local businesses that organize teams of four. Informing local businesses/organizations about the Systems Unlimited Golf Classic can establish a group acknowledgement of the event within the workplace, start the conversation about team participation or company sponsorship, and maintain the relationship between Systems Unlimited and these local businesses/ organizations.

Secondary Target Audience

The Golf Classic’s secondary target audience is men and women over the age of 40 who golf, or “baby-boomer golfers” from the Iowa City area (this target audience primarily consists of baby-boomers, but it extends to those slightly younger as well). Secondary research indicates that the average golfer is 39-40 year old. This secondary audience supplements the primary audience, because many local businesses are owned and operated by baby boomers. “Baby-boomer golfers” have both skill and interest in the fundraiser with past golfing experience and more financial stability, which makes participation possible. Many of these people have important decision-making positions in local businesses and organizations, and can influence participation from the primary audience.

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Target Audiences – Secondary Research

By Janessa Hageman & Amy Tiffany

Primary Audience

The primary target audience for the Golf Classic is businesses in the Iowa City area.

Socio-demographics

Businesses likely to donate have annual profits of $75,000 and higher.1 In 2007, Iowa had over 37,000 businesses with five to nine employees. In Johnson County there are 8,007 small businesses.2

The three largest industries in Johnson County are retail trade, health care and social assistance, and accommodation and food services.3 These industries have the highest revenue, payroll, and largest number of employees. Therefore, these industries fit the characteristics of businesses possibly interested in participation, and also because golf is the sport of choice for corporate America.

Businesses part of the Iowa City Golf Association may be important to approach for sponsorship. These include Hy-Vee, Farmers & Merchants Savings Bank, AW, Welt, Ambrisco Insurance Inc., Iowa City/Coralville Area Convention & Visitors Bureau, Simmons Perrine and Moyer Bergmann, HJR Financial Group, S & E Electric Inc., Overhead Door, Goodfellow Printing, Taylor Made, and Sports Authority.4 These groups have varied products and services - banks, financial groups, law firms, printing services, a grocery store, and sport industries. Therefore, there is no trend in what types of businesses participate in charity golf tournaments.

Psychographics

Businesses strive to be seen as socially responsible. Getting involved in the community is important to establish their presence.

It is important for businesses to cut taxes, and making donations is tax deductible.5

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60% of businesses nationwide cut their annual donations to various events and programs by 10% in the last year, which may be a challenge for sponsorship.6

Reasons for Participation

Companies endorse, participate, and donate to charities to improve their brand recognition, provide positive image connotations, and boost their overall company brand.7

Companies are driven to participate if there is an incentive, whether tax related or reward related through raffles, prizes or cash prizes for participation.8

Secondary Audience

The secondary target audience is men and women 40 years and older, who enjoy golf, referenced as baby boomers in this report. Here we expand the standard definition of baby boomers, which traditionally includes people aged 46 to 64.9

Socio-demographics

The secondary target audience includes men and women 40 years of age and older, who are married and with children. The average age of a golfer is 39-4010 and the average income is $80,000.11 In 2007, the median income in Iowa City was $54,841, which shows that golfers tend to have income above the local median.12 Of all golfers, 85% are college educated with a bachelor’s degree13 and 90% are homeowners.14 Iowa City has a population of 131,005, and 47% of residents have earned a bachelor’s degree or higher.15 The most common professions for golfers are executive positions in business, law or local heads of departments.16 The occasional golfer will play 1-7 rounds a year, whereas a core golfer will play 8-24 times a year.17

Psychographics

Golfers have a large discretionary income due to their middle-to-upper-class social standing. They spend more money on luxury items compared to those who do not golf. For example, golfers spend an average of $311 on golf apparel a year.18

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57% of golfers have eaten at a fine dining restaurant in the past year, 45% have attended spectator events, and 77% drink at least once a month.19

35% of area golfers are paid members of at least one of the area golf courses.20

Reasons for Participation

Business people, golfers, and baby boomers have an emotional desire to help others. They want to see that their money is making a difference.21

Baby boomers are innovators and early adopters. They like to be involved in the community.

People who volunteer value relationships and like to spend time with family and friends. They have busy lifestyles, and married couples happen to volunteer more.22

Friends and family of those associated with SUI would be motivated to participate because of emotional ties to the people served by the organization and SUI as a whole. People with family members or friends with disabilities currently not associated with SUI may be more inclined to participate.

Opinion Leaders within Primary and Secondary Audiences

Formal opinion leaders are those in elected or appointed positions, such as elected public officials or individuals chosen to head unions, special-interest groups, and non-profit organizations. Informal opinion leaders are those individuals who are not in elected or appointed positions, but can influence others because of personal characteristics such as charisma or assertiveness.

The following is a list of identified formal and informal opinion leaders, who could be contacted about participation. Many individuals are also owners, managers or CEOs who would be responsible for making the decision to participate on a company level or to be sponsors in the event. The benefit of approaching opinion leaders is that they can spread the message among the people they influence and thus exponentially increase the reach of a message and its effectiveness.

University of Iowa faculty/departments

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REACH Program faculty members: Dennis C. Harper and Jo Hendrickson Iowa head men’s golf coach: Mark Hankins Assistant Iowa men’s golf coach: Tyler Stith Iowa head women’s golf coach: Kelly Crawford

Iowa City Golf Association executive members

President: Craig SchroederVice President: Josh Schamberger Secretary: Brad Goodfellow Treasurer: Jack Zimmerman Members: Matt Adam, Doug Fredericks, Tim Hawkins, Terry Hockom, Jon Huinker, Jeff Maske, Chad McCarty, Sean McCarty, Bob Muller, Ed Schmucker, and Jay Strunk

Iowa Golf Association executive members in Urbandale, Iowa

Executive Director: Bill Dickens Assistant Executive Director: Chad Pitts Director of Member Services: Jason BjorklundManager of Member Services and Women’s Golf: Noel Treibel

Iowa City Area Chamber of Commerce executive board members

Stacey Cyphert, Charlie Funk, Bruce Guither, Patricia Heiden, Nancy Quelhorst and Craig Willis

Media Outlets to Reach Formal and Informal Opinion Leaders

Local newspapers: Daily Iowan, Press-Citizen, Cedar Rapids Gazette, Des Moines Daily Register, The Business Corridor Journal, and accompanying websitesLocal TV/Radio stations: KCRG, 800 KXIC “Home of the Hawks”

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Target Audiences – Primary Research

Primary Audience

By Sam Driscoll & Mike Lauren

The research team conducted in-depth interviews with local businesses that have sponsored the Golf Classic in the past. The goal of the interviews was to find out why businesses chose to sponsor the Golf Classic in the past and what drives them to participate in charity events in general. Past sponsors from the Iowa City and Cedar Rapids areas were contacted and interviewed by telephone or e-mail. The following businesses and persons were interviewed:

A&J Associates: Victor Amoroso Jr., president City Carton Recycling: Andy Ockenfels, owner Goodwill of the Heartland: Dana Engelbert, vice president of marketing US Bank: Julie Nieland, banker Freeman Lock and Alarm: Michell Freeman, owner Hawkeye Harley Davidson: Jesse Bruss, manager T+K Roofing: Kurt Tjelmeland, executive vice president VSP Engineering: Bob Simmering, owner AW Welt Ambrisco: Dave Winegarden, development team Iowa Community Credit Union: Jean Knepper, vice president director of public relations Knutson Construction: Darin Knapp, general manager Optimist Club Iowa City: Tim Sullivan, president

General Findings

Businesses have been involved with Systems Unlimited for a wide range of time. Some businesses have supported the tournament since its start 22 years ago, while others have done it only within the last two years. Overall, 83% (10 businesses) said they had been sponsoring within the last 10 years.

Half of the respondents said they learned about the Golf Classic by being business partners with Systems Unlimited, while two respondents, Freeman Lock and Alarm and A&J Associates PC, said they learned about the golf tournament through a mailing campaign several years ago. In addition, around a quarter of respondents said they were on the board of directors for Systems Unlimited.

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The number of other charities each small business participated in varied greatly. A&J Associates and City Carton Recycling participated in two and five golf tournaments respectively. Other businesses, such as Hawkeye Harley Davidson, said they sponsored or donated to over 100 charities, while US Bank responded with two to three dozen.

A third of the businesses said they had employees with mental disabilities working with them, while two thirds did not.

Good cause and good organization stood out as key phrases during the interviews. Two thirds of the businesses said those were the reasons they participated.

Benefits from Participating

Several benefits from involvement with the Systems Unlimited golf tournament were identified. As state above, two thirds of businesses said they liked that everything was for a good cause or a good-hearted organization. In addition two businesses responded that they enjoyed golf, and another two said that they were business partners with Systems Unlimited in some capacity. In addition, one business said they hoped to increase visibility in Eastern Iowa by participating.

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Secondary Audience

By Colleen Kennedy & Travis Varner

The research team interviewed in depth seven local golfers between the ages of 36 and 64. Interviews were conducted via telephone or in-person. Topics included level of golf participation, previous charity golfing involvement, local media use and others.

Three interviewees played 30 to 40 rounds of golf a year, or approximately once a week during the golf season. Three played 15 to 20 rounds of golf a year. Five of the golfers participated in one or two charity golf tournaments a year.

None had participated in the Systems Unlimited Golf Classic previously. Four of the participants (57%) were unaware of Systems Unlimited’s purpose or mission. The other three (43%) knew that Systems Unlimited helps individuals with disabilities. Six (86%) were unaware that Systems Unlimited hosts a charity golf tournament. Details about each participant are below.

Gary, 59, public relations science editor for the University of Iowa

Gary plays about 15 rounds of golf annually. He plays in two charity golf events a year and is an avid media consumer. He is more inclined to participate if the price is right, the cause is identified, and the tournament is well organized. He will not participate if wait times between holes are too long.

Barb, 41, outreach consultant for ACT

Barb plays five rounds annually. She does not play in charity golf tournaments because of a busy home life and not enough free time. She would be more likely to participate if friends were involved, and she watches the local news occasionally.

Tim, 52, construction worker

Tim plays an estimated 40 rounds annually. Two of those are charity events. He participates if he has a heavy interest in the cause. He is competitive and a heavy local media consumer, using KCRG, Cedar Rapids Gazette, The Daily Iowan, and the Press-Citizen for news.

Rich, 51, vice president of The University of Iowa Foundation

Rich plays 30 rounds per year; two of those are charity events. He participates if he has a business relationship with sponsors involved. He likes structured golf tournaments and is highly motivated by friends’ participation. He reads news exclusively in print.

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Jim, 64, retired

Jim plays about 18 rounds of golf annually, with six of those being for charity. He likes to participate if the charity tournament is affordable and if his friends are participating. He consumes a lot of local media.

John, 66, professor at the University of Iowa business school

John plays 20 rounds of golf annually with none of those being for charity. Barriers to participation are timing constraints and cost, preferring to give money to charities directly. He tends to only consume print media.

Dave, 36, sales consultant

Dave plays 35 rounds annually with one being for charity. A friendly competitive atmosphere with good food gives him reason to participate. High event costs are a barrier for him. He consumes little news through local media.

Benefits from Participation

The main reason the interviewees chose to participate in charity golf events was the cause or organization hosting the event. Six of the golfers were more likely to participate in a tournament hosted by an organization they already supported. Another reason for involvement was the cause the organization represented. Extensive explanation of the cause is welcomed, as the participants want to know how their money positively impacts the organization.

“If price is reasonable and the cause is plausible for donation, then I’m usually content with offering some donation.” — Gary

“There’s so many around here, you could play in a lot of them, but I play because of the sponsors.” — Rich

“If the event is for a cause that’s close to my heart, I would play.” — Barb

“It’s great getting to help a good cause while playing the sport I love.” — Dave

“If the organization shows how the funds being raised are put to use, I would be inclined to participate or donate.” — Tim

Smaller crowds and smaller contests such as “the longest drive,” “best ball,” and raffles also facilitated participation. A social atmosphere was critical, as they enjoyed meeting the people

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running the event. Friends and coworkers facilitated participation more than any other variable: five people (71%) said that friends or coworkers encourage participation.

“If you can play with folks you know and like, it is so much fun.” — Barb

“If a friend of mine that I like to play golf with says he is participating, I would play in the event.” — Rich

“If three or four guys I knew said they wanted to play, that’s the most important thing.” — Jim

“It makes for a much more enjoyable experience if you can play with friends.” — Tim

Barriers for Participation

A common dislike about charity golf participation amongst the sources was their disorganization. A discombobulated tournament promotes a chaotic atmosphere and slows the speed of the game. Four of the seven interviewees (57%) were frustrated with previous tournaments’ slow pace of play.

“If it takes a while to tee off and there is a lot of waiting around at each hole, it is frustrating.” — Tim

“Speed of play is generally slow.” — Dave

“I just want an organized, fluid event promoting a fun atmosphere.” — Gary

Another common barrier for participation was having little free time to dedicate to playing in another charity golf tournament. Five people (71%) said lack of free time deters their involvement. In addition, three people (43%) said the cost of the event deters their involvement.

“Usually the timing is bad and charity golf tournaments tend to be expensive.” — John

“I’ll play up to a certain amount, but after a certain amount, I don’t want to play anymore.” — Jim

“A busy schedule deters me from playing more often.” — Barb

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Social Media for Caregiving Organizations

Although the use of social media may seem most applicable to retail/commercial businesses directly selling to consumers, many caregiving facilities are already using different types of social media. Social media presents an opportunity for caregiving organizations to expand their public relations strategy, build loyalty among supporters, collaborate with similar organizations or crowdsource ideas, network, fundraise, attract new members and even lobby lawmakers.23 A major challenge to using social media to its fullest potential is the fact that caregiving organizations must comply with the Health Insurance Portability and Accountability Act (HIPPA) regulations that protect the privacy and confidentiality of the people they serve. Therefore, the research team examined the current use of social media by hospitals nationwide, which abide by the same HIPPA rules as Systems Unlimited. Facebook and Twitter dominated the social media landscape and are discussed in detail below.

Facebook

The evaluation of several hospitals in and out of state showed that they were actively posting on their own wall from multiple times a day to once a week. Systems Unlimited may not need daily updates, but a weekly post could help generate interest and brand recognition within Iowa City and keep community members engaged.

PostsPosts included linking to relevant news sources, stories about patients, rankings of the hospitals, research related to health/caregivers, raffles and prizes, photos of recent events, “caregiver of the day,” event notifications, seminars, new technology, services the hospital provides, awareness videos, and stories from satellite caregiving facilities. Many posts were from outside sources and were educational in nature. Systems Unlimited could use outside sources for posts on days when nothing special happens. The most consistent trend in the posts is that they occurred frequently. However, the content of the posts was quite varied. Regularly generating content, with topic areas like these, will help to develop an identity and purpose for Systems Unlimited that is visible to the general public. Under HIPAA, Systems Unlimited may not disclose names or faces of its clients in posts without permission. However, Systems Unlimited can encourage posts from its clients’ family on Systems Unlimited wall. That information may not be edited.

CommentingOne of the most useful tools exhibited by hospitals using Facebook was the option to comment. Virtually all comments the research team found were positive and allowed for

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those who benefitted from the hospitals to give feedback. Giving viewers the opportunity to “Like” posts is important as well. The combination of these Facebook activities not only allows for two-way communication and engagement, but also increases the posts’ visibility. The more interaction a post receives, the more likely others are to view it via their news feed page, or via a friend’s page.

Twitter

Many of the hospitals replicated posts from their Facebook pages onto their Twitter pages. However, more of the posts came in the form of links to other webpages. In general, however, Twitter simply provides another medium to reach the local and online health communities with content similar to Facebook. One unique opportunity from Twitter is “re-tweeting” posts from other caregivers who have posted relevant information. This can make the task of regularly updating easier when original content is not available. Re-tweeting a few posts a week and subsequently providing original content helps to maintain engagement during the whole week, so that viewers will be more likely to see the original content. Once again, frequency is a major trend and a major factor in a user’s popularity, with updates equally and even more frequent than on Facebook. One reason for that is the more dynamic nature of Twitter compared to Facebook.

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Goals and Objectives

Key Strategies and Tactics

Strategy

Promote the Golf Classic through local and online media outlets.

Tactics

Send press releases about the Golf Classic to local media such as Daily Iowan, Press-Citizen, Cedar Rapids Gazette, Des Moines Daily Register, The Business Corridor Journal.

Collaborate with local television and radio stations for free placement of promotional materials. The following local TV stations present opportunities for such collaboration.

ICPL- Iowa City Public Library. Located in downtown Iowa City, the public library serves as an information center for Iowa City and much of Eastern Iowa. The library offers classes, seminars as well as The Library Channel, which airs educational programs targeted at patrons of the library. In order to receive this channel one has to have Mediacom as their service provider.

IPTV- Iowa Public Television. It serves the entire state of Iowa and has an average weekly viewership of over one million. The channel mirrors PBS in that it airs mainly educational shows with pledge drives interspersed throughout their programming schedule.

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PATV- Public Access Television. The stated mission is to allow diversity of community communication. Local citizens can use the technology provided by PATV to make and edit their own programs. Anyone who uses PATV’s equipment or their own can then broadcast their program on Channel 18 in Iowa City.

UITV- University of Iowa Television. It provides educational programming to the University campus, Iowa City, Coralville, Cedar Rapids and other surrounding communities. Programs aired on UITV are generally related to the University whether they relate to lectures, classes or DITV.

Mediacom Newsleaders – it provides programming to every state which Mediacom serves. The programming found there is suited mainly to the local area in which it is being aired. These can be anything from high school sports to local political forums. The closest channel is located in Cedar Rapids.

Invite the channels above, news channels KCRG, KWWL, KGAN, and radio station KXIC “Home of the Hawks” to the event as an opportunity for a news story.

Use online media such as e-mail, list-servs, community online newsletters, Facebook and Twitter.

Press releases and PSA’s should be relevant to the primary audience, and provide contact information along with the ways that the Golf Classic can benefit a local business (exposure, positive image, networking, for a good cause).

Strategy

Promote directly to local businesses through online and offline channels.

Tactics

Launch a poster campaign (see promotional materials) that will be placed in local businesses whose main customer base is the secondary target audience.

Maximize the effectiveness of the poster campaign by placing accompanying information cards in those same businesses.

Emphasize how donations affect the lives of the Systems Unlimited’s clients. Promotional materials should convey how participating in a charity positively affects their brand recognition in the community and positive image connotations for their company.

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Utilize University of Iowa facilities to display posters and distribute informational cards in mailboxes of faculty. Many professors fall within the secondary target audience, and are very giving when it comes to financial aid for charities.

Utilize golf businesses and golf clubs in the local area to put up posters. Golf courses include Finkbine, Brown Deer, Elks Lodge, and Pleasant Valley. Golf businesses include Golf USA, Golfzilla, Play it Again Sports, and Scheels.

Once businesses have confirmed participation, their place of business can be used to place promotional materials to spread knowledge of the event and allow local businesses to showcase their participation.

Ask major employers in the area such as Proctor and Gamble, Oral B, ACT, Rockwell Collins (Cedar Rapids), Aegon (Cedar Rapids), as well as any others Systems Unlimited feels comfortable with to display promotional materials.

Directly engaging small businesses in the area is another inexpensive and effective way to promote the Golf Classic. Many businesses provide email contact information, a free way to send them information about the event. The direct delivery of promotional material such as posters and information cards can be done for free, excluding price for production of promotional materials, and allows for a face-to-face opportunity to actively engage the recipient business.

Of these resources, speaking at a Chamber of Commerce meeting, utilizing the University of Iowa’s list-serv email, and utilizing Facebook and Twitter all provide free primary resources of promotion. Facebook and Twitter are used more frequently amongst a younger demographic than baby boomers and those working in small businesses, although baby boomers are becoming increasingly involved in social media use. Because of this, using social media, as well as the U of I’s list-serv program could provide a free method to help engage the University community with the Golf Classic.

Strategy

Utilize social media to create relationships with target audiences

Tactics

Build relationships with Facebook and Twitter users from the Iowa City/Coralville area who are baby boomers (secondary target audience). Use testimonials by SUI clients to show how donations are used and to show the human face of the organization. Promote any raffles, prizes, cash prizes, and tax-deductible options if those users of the secondary audience are employees of local target businesses.

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“Friending” other caregiving facilities and “re-tweeting” information from those organizations can help to provide filler information during days when original content is not available.

“Friend” all past sponsors, participants and supporters as a way to build an online network.

Link all online material together. Link the Twitter account to the Facebook page and the main website, and do the same for each new online resource that is created. Make sure that contact information is available in every medium.

Provide information that focuses on disability and related health issues and not directly on Systems Unlimited. This will help position the organization as a resource for disability-related information, which will expand its profile.

Send email blasts to businesses and individuals who opted into receiving more electronic information. These emails should be as personalized as possible, depending on the number of recipients who will receive them. Creating high importance emails prior to fundraising events will catch recipients’ attention. It’s extremely important to use this tool sparingly to avoid the perception of Systems Unlimited notifications as “junk mail.” However, personalizing, using sparingly, providing valuable information, and thanking recipients will help to maintain legitimacy.

Strategy

Increase exposure and promotion for participating businesses.

Tactics

Move “Thank You to Our Sponsors” section on the homepage of Systems Unlimited’s website, update Twitter and Facebook pages with a “Thank You” section.

Send a personal thank-you to sponsors with photos of them from the event. Create a certificate of participation that sponsors can hang in places of business. Hire an event photographer. A photographer will increase the amount of visual

material that can be used by Systems Unlimited and participating teams (for sponsors’ personal use), provide photos that can be posted through social media, provide photos for future promotional materials and help to produce a press release or story pitch for The Press-Citizen or The Daily Iowan. If unable to hire a photographer, contact Paul Jensen, Internship and Placement Coordinator to publicize the opportunity among photography students at the School of Journalism.

Provide information about the sponsors and a letter encouraging the support of these sponsors’ services/products to clients of Systems Unlimited. This could come as an individual letter or part of a newsletter. This letter could provide information about

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the sponsors’ services, contact information, and information on how sponsors directly help the lives of those receiving care.

Create a “Sponsor of the Month” section in newsletters sent out. This section should include a brief summary of the Golf Classic sponsor and its services, possibly a profile of an employee or group of employees, and an attribution to the business’s contribution to Systems Unlimited.

Strategy

Emphasize the social element of the Golf Classic

Tactics

As the Golf Classic nears, send reminder emails showing current participating businesses to businesses that have not yet decided to play or sponsor. Showing participating businesses will increase familiarity of the event, increase exposure and a positive image for participating businesses and show the social opportunities of interacting with other local businesses.

In promotional materials, provide a testimonial about a positive experience for an inexperienced golfer at the event. This will encourage those who aren’t good at golfing to participate.

Provide raffle opportunities for referrals to other businesses. Allow participants to produce a personalized invitation to friends, CC the invitation to Systems Unlimited, and receive an additional entry into a raffle for each invitation sent out.

Once participation is confirmed, request information about the level of golfing skill for each group. Place the best groups earliest in the event to keep the pace of play fast for better golfers. Slower groups will play later, and won’t feel pressured to play quicker.

Strategy

Create monthly newsletter about SUI for participants

Tactics

Use the exit survey to allow participants to provide contact information after the Golf Classic. This information is given up voluntarily, doesn’t go beyond Systems Unlimited, and will not be abused.

Provide information about upcoming events, such as the Wine Gala.

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Ask for short feedback responses to develop new fundraisers. One update could ask “What type of fundraiser would you like to see from us in the future?”

When upcoming events aren’t necessary to address, create short (500 words) articles about the delegation of fundraiser money. Topics can include:

New expansion of Systems Unlimited’s Iowa City center (e.g., new additions to the outdoor area)

Paper shredding business, Jumpy Monkey Interviews with Systems Unlimited staff Provide an opportunity for a testimonial written by someone who receives

services from Systems Unlimited

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Recommended Messages and Themes

It is important to establish a key message and theme throughout a project to maintain consistency and increase recognition. Systems Unlimited aims to promote the idea of a fun way to give back. Through primary and secondary research, the team established that the secondary target audience (golfer baby boomers) is interested in having a good time while participating in a charitable event. The primary research suggests that golfers will be more likely to participate and donate if there is a fun experience involved with the donation.

Overall theme: Fun, and for a charitable cause

This theme encompasses the two most important factors that will determine participation, based on the primary and secondary research. By promoting that the event is fun, more workers in local businesses will be inclined to request participation from their employer. The charitable aspect is important to many individuals and companies will respond to fundraisers that they know are directly funding programs that help people with disabilities.

Message 1: Fore! (A good cause)

This message corresponds with the “Play. Sponsor. Donate.” message along with the overall theme of the event. Fore! implies the idea of fun related to golf, while the “good cause” part shows the fundraising goal of the event. This catchy slogan emphasizes the two aspects of charity golf that were found to be most important in the research: fun and a worthy cause. The stickiness of this message will resonate in the minds of the target audiences and remind those interested to sign up for the cause. The image of the teed up golf ball is consistent with the message and reinforces the idea of fun within the fundraiser and builds brand recognition.

Message 2: Play. Sponsor. Donate.

The purpose of the event is to gain participants who would play golf, gain sponsorships and donations. This message fits in the overall theme of having fun for a good cause.

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“Play” represents the fun of the event, while “sponsor” and “donate” signify the true purpose of the event — fundraising. These action verbs also encompass all possible desired responses to the campaign. These three points — play, sponsor, donate — call the recipient to action and are supplemented by contact and registration information on the promotional materials.

Brand Awareness

Systems Unlimited should implement a universal logo for all events and promotions. This will not only help establish Systems Unlimited’s brand and boost recognition, but will help possible donors associate their brand with a purpose of giving back. The name “Systems Unlimited” does not give a picture to donors of an organization whose main interest is helping the disabled. Having a universal logo will help those unaware of Systems Unlimited to make a connection with their brand and cause. It will also help clear up confusion that might stem from two different logos, as is currently the case.

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Recommended Monitoring & Evaluation

Google Analytics

Google Analytics is a free software program offered by Google which allows a business to monitor a business’s marketing campaign, email campaign as well as online and offline campaigns. Other features offered by this software include multimedia tracking, customized reporting and in-depth data visualization. In addition to make its software more accessible clients and customers can develop and submit apps for Google Analytics which include an iPhone app and search tools. At the moment several dozen apps are available for use by Google Analytics customers.

Google also offers a set-up and help center to maintain its product. Customers who continue to use this software include The Huffington Post, Re/Max and Costco.

Google Alerts

Google Alerts provides email updates on various topics that someone may choose to sign up for. Google then sends an update based on news and web results that change as time goes on. These topics may range from a news story, or event to an industry or sports figure.

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Exit Survey

An exit survey for those participating in the Golf Classic event can evaluate the promotional materials and provide the first step in future relationship building. The survey will help evaluate the best promotional strategies to reach event participants. The survey will also allow Systems Unlimited to obtain participants’ e-mail addresses along with opt-in and opt-out options for e-mail updates. By obtaining this information, Systems Unlimited will be able to update donors and participants on upcoming events and find out their interest in other events throughout the year. The survey gives room for additional comments/suggestions about the overall event.

The section below should be stapled to the front of the opinion survey to allow participants to provide contact information separate from their opinions.

Exit Survey for Golfers

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Systems Unlimited would love to stay in touch with you and keep you updated about future events.

Name: _______________________________

Email: _______________________________

Thank you for completing the survey!

Exit Survey for Golfers

1) What is your relationship with Systems Unlimited?

2) How did you hear about the tournament?

3) What did you like best about the tournament?

4) What did you like least about the tournament? How could it be improved?

5) What other Systems Unlimited events did you know about prior to today, if any?

6) Did you learn about other Systems Unlimited events at this Golf Classic?

Yes No

If so, what events? _____________________________________________

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7) Do you plan to participate in the tournament again next year?

Yes

No

Don’t know

It depends. On what? ______________________________________________

8) What social networking sites do you use (EX: Facebook, Twitter, LinkedIn, etc.)?

Please list sites (if any): Frequency of use:

9) What local media outlets do you get your news from?Newspapers:

a. Iowa City Press-Citizenb. The Daily Iowanc. Cedar Rapids Gazetted. The Des Moines Daily Registere. The Business Corridor Generalf. Other ____________

Television:

a. KCRG (ABC affiliate)b. KWWL ((NBC affiliate) c. KGAN (CBS affiliate) d. KFXA (Fox affiliate) e. Other ____________

Radio:

a. 800 KXIC “Home of the Hawks”b. 89.7 A.M. KRUIc. 91.7 F.M. KSUId. 910 A.M. WSUIe. 102.9 F.M. KZIA

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f. Other ______________

CreativePoster

The creative team designed and pre-tested five posters promoting the Golf Classic. This opportunity lead the members of the team to receive large amounts of feedback from 12 local businesses about the overall design, information and layout of the posters. See the appendix for details. After the pre-testing research was conducted, Systems Unlimited viewed the collected feedback and chose one poster for the campaign. This poster was chosen because of the overall visual appearance, ease of reading and information content.

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Informational Card

The informational card was created by the creative team to accompany the posters at local businesses. As found in the pre-test research, businesses felt that those looking at the posters would like to have something to take with them afterwards as a reminder. Therefore, the creative team developed an informational card that people interested in the tournament can take home and use as a reminder to register. The card also featured the two messages of the tournament.

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Display Boards

The creative team designed three display boards after research suggested that target audiences wanted to learn more about Systems Unlimited causes and events. Each board has different informational purpose that allows donors to learn more about Systems Unlimited and to promote other Systems Unlimited Events.

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Golf Classic Brochure

The creative team produced the brochure on the request of Systems Unlimited. The brochure is visually appealing and informative to participants in the event. The brochure informs those playing in the classic on the event itself, sponsorship and additional information about Systems Unlimited and their other events and donation opportunities.

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Social Media

Based on discussions with Systems Unlimited and research, the creative team created a Facebook page about the Golf Classic. A Facebook page will better establish a relationship with target audiences and the community. A Facebook page also allows for two-way communication between audiences and Systems Unlimited.

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Appendix

Budget for Centerpiece Display

Table Cloths – 12 –$50 (Aero Rental, Wal-Mart)

Bowl/jar – 8 – $30-$50

- Aero Rental – 16 in tall 16 in square glass vase - $5 a day

- Hurricane vase - $3 a day

- 5.5 inch tall square glass vase - $1.30 a day

- 8 inch tall square glass vase - $1.50 a day

- 12 inch tall square glass vase - $1.70 a day

Coffee – 8 – (Free)

Sand – 50 lb bag for $3 (Menards)

Golf balls – from the course, range balls

Golf tees – bag of a few hundred - $10 (Wal-Mart)

Balloons – bag of 50 - $7 (Wal-Mart, Aero Rental)

Confetti – 1 jar - $4 (Hobby Lobby)

Wine bottles – 20 – (Free from Bread Garden)

Wire card holders – 12 -$30 (Joann Fabric, Hobby Lobby, Wal-Mart) http://www.wirecardholders.com/

Ribbon – 5 spools - $12 (Hobby Lobby or Joann Fabrics)

Helium machine- 1 - $12.50 (Aero rental)

- Medium Helium Tank Product Code 210-3

Total: around $180

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Poster Test

The creative team developed five posters to promote the Golf Classic. These are preliminary mock-ups, as the team has not yet purchased the stock photos used in some of the designs, pending final approval. The businesses were asked to comment on elements of design, visual aspects, pros/cons, necessary improvements, weaknesses, and/or any thoughts about the posters.

The creative team went to local businesses to gauge employees' opinions on the designs. They visited New Pioneer Co-op, Wig and Pen, Cold Stone, Aerie, Play It Again Sports, Carlos O'Kellys, Infinity Skin Care & Spa, Riverside Casino, Eddie Bauer, Hills Bank, Mondo’s Saloon, Bread Garden Market, and Monica's. Included are various designs for Systems Unlimited to select a final poster, and the input from local businesses will help to aid you in the final decision. As mentioned, the designs are preliminary and all can be changed or modified. 

Most Liked Elements/Aspects of Poster 1:

Lighter, brighter Coloring Simplicity Not overwhelming

Eye pleasing Graphics/colors Way it reads Can tell what it’s about

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The photo Eye catching Clear, easy to read Not an overload of info

Good description Unique-looking The slogan

Least Liked Elements/Aspects of Poster 1: The text was a little small for

older people to read Red writing on blue

background was hard to read Looks like a gloomy, scary

day

The place/location of the event needs to be bigger

Might not be enough information

Most Liked Elements/Aspects of Poster 2: The photo Makes people think of spring Easy to understand

The size of the picture Liked the golf ball on the tee

Least Liked Elements/Aspects of Poster 2: The text is hard to read next

to the logo Hard to read the red on blue

Right side of poster seems heavy/cluttered

Make the “22nd year” bigger

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**Note: Please see attached PDF of this poster; the white box is actually in the shape of a golf ball, but did not import correctly**

Most Liked Elements/Aspects of Poster 3: Text was large enough to

read Direct/ Straight forward

information Eye catching Description of Systems

Unlimited

Clear Easy to read Liked the writing in the golf

ball The colors are attractive The big text is clear

Least Liked Elements/Aspects of Poster 3: The colors don’t go well

together Too dark, needs to be

brighter

Can’t tell it’s for a golf outing right away

Not eye catching for a golfer Full description for Systems

needed

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Most Liked Elements/Aspects of Poster 4: It’s simple Clean

Clear Easy to read

Least Liked Elements/Aspects of Poster 4: The photo isn’t as cool as the

other posters No description of Systems

Unlimited Not a fan of the golf bag

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Most Liked Elements/Aspects of Poster 5: Good mix of photo and text Eye catching Good information about the

organization

Simple Clean Liked the layout Simple golf ball and tee

Least Liked Elements/Aspects of Poster 5:

Too much white space Small text Boring

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General Questions for Businesses

What are questions that you have after reading the posters?

How to sign up? Contact information What does the money from the event go towards? What’s the format of the tournament? What is included with the price? When is the deadline to sign up? How many people can be on a team? Group pricing?

Do you think employees will stop and read these posters if they are hung on the wall?

Yes, eye catching and colorful Yes, if text was bigger Yes, they are easy to read Yes, it will draw golfer’s attention

What other promotional materials can prompt you to form a team from the business

A card to take with you with all of the information on it to remember when, where, etc.

A brochure with a deeper explanation would be helpful Something to take with them A brochure An info sheet for the company A handout for employees if the company wants to sponsor them Registration forms available next to the poster A promotional card to take with you

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Golfer Interviews

1) How many rounds of golf do you play each year?

Jim: 18

Rich: Probably about 30

Tim: About every weekend, so I would estimate the total to be around 35-40 rounds a

year depending on the weather and my schedule.

Barb: 5

Dave: 1-2 per week whenever weather permits.

Gary: 15

John: Oh, I would say around 20 each year

2) How many charity golf events do you participate in each year?

Jim: None this year, half a dozen in the past.

Rich: Once or twice a summer

Tim: Usually two a year

Barb: None, lives are busy with two small kids and a husband in graduate school.

Dave: One per year

Gary: One or two probably

John: Probably none.

3) Why do you participate in these charity golf events?

Jim: It was a good fundraiser to contribute money to.

Rich: Usually because of the cause, the organization that is sponsoring the event.

There’s so many around here, you could play in a lot of them, but I play because of

the sponsors.

Tim: If it’s for an organization I’m interested in and I feel it supports a good cause.

It’s also fun to do them every year and see my friends and the other players during

those specific events.

Dave: Get to help a good cause, while playing the sport I love.

Gary: Different reasons, my friends may want to get a team together. If the price is

reasonable and the cause is plausible for donation, then I’m usually content with

offering some donation.

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John: Usually the timing is bad and charity golf events tend to be expensive and in

general I prefer to give my money to charities directly.

4) What specifically do you like about the charity golf events you’ve attended?

Jim: I liked getting out to play, the people that I knew that I played with, it was with

guys I knew, and giving money.

Rich: A), that they are well organized, that they run smoothly. I’m not looking to

spend 5 or 6 hours out playing golf when it should be done in 4 or 4 ½ hours and B),

that they are not over crowded. Some of them are overcrowded; some take 5 hours,

and then that it’s at a good course.

Tim: When there are fun contests such as longest drive, or a raffle with prizes. Those

aren’t the main reason for playing, but it makes the event go by faster and having

more incentives helps the players feel more invested in the charity aspect of the event.

Dave: Hole contests, meeting new people, lunch/banquet, meeting people who benefit

from the charity outing.

Gary: The good people that are involved, creating a laid back atmosphere that

everyone is comfortable with. I want people to be competitive, but not be unpleasant.

Many charity golf events promote this behavior. The cause and hearing about where

your dollars are going also makes me happy with participation in say x-event.

5) What do you dislike about them?

Jim: Nothing really.

Rich: Well organized, not overcrowded, good course, not too long.

Tim: When they are disorganized. If it takes awhile to tee off, and there is a lot of

waiting around at each hole, it’s frustrating. When all the players start off at the same

hole, it can get really backed up and it takes away from some of the fun.

Dave: Speed of play is generally slow, but it is expected.

Gary: I want them organized and I want them to hold a little bit of competitiveness.

Winning the tournament is not what it is about, but I don’t like waiting for a really

long time as a foursome in front of me takes a really long time to get in the cup. I just

want an organized, fluid event promoting a fun atmosphere.

6) What would drive you to join another charity golf event?

Jim: Probably the first thing would be playing with people I know. I’m not excited

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about playing with people I don’t know. So, if three or four guys I knew said they

wanted to play, that’s the most important thing. Affordability—I’ll play up to a

certain amount, but after a certain amount I don’t want to play anymore.

Rich: Often times it would come down to if I have a friend that’s playing and would

call me and ask to join, that usually would be how I would pick one that I normally

wouldn’t do on the own. People who are committed to it, would invite others.

Tim: I’d be motivated to join if a specific organization I’m already involved in invited

me to attend. If it were for a cause who made their message clear and showed how the

funds being raised would be put to use, I would also be inclined to participate and

donate.

Barb: If the event were a cause close to my heart, and if it had an option for childcare/

children’s activities that would give my kids a safe place to be. Also, if it was a best

ball tournament because this kind of tournament results in a more care-free

atmosphere since you are with a team.

Dave: Working for a business that sponsors charity outings and also knowing

someone who is involved with the outings.

Gary: The cause, the cost, the location, and the weekend it falls under.

7) What would deter you from joining another charity golf event?

Jim: Price, not playing with people I know.

Rich: Time usually

Tim: If it was just a random organization I didn’t care about, I don’t think I’d be

interested.

Barb: Busy lives

Dave: It can be tough to pay to participate in the event.

Gary: If it is very disorganized or if they don’t properly explain to me the benefit of

my donation. Most don’t fall under these two categories.

8) Do others such as golf teammates, friends, or co-workers influence your decision

to participate in charity golf events?

Jim: Yes.

Rich: Yes, if a friend of mine that I like to play golf with says he is, I would play in

the event. I’m likely that that would certainly influence me to play.

Tim: They don’t have a huge impact, but I have been invited to play by friends and

co-workers in the past. It’s a more enjoyable experience when playing with friends, 52

and has been a good way to learn about some charity organizations.

Barb: Yes, if you can play with folks you know and like, it is so much fun. Best ball

tournament are the best because even if you haven’t played lately, you can still have

fun, contribute and not feel stupid.

Dave: Yes, I’ve participated in the Ronald McDonald House Charities Golf Outing

because my brother is very involved with the organization and introduced me to the

golf outing.

Gary: Yes they have a very strong pull. You tend to golf in foursomes, so those other

three individuals need to be people you get along with.

John: Honestly I have no idea.

9) What do you know about Systems Unlimited?

Jim: I think it’s something for challenged people, but I don’t know that for a fact, it’s

some organization for challenged people.

Rich: I just know in a general sense the services that it would provide, handicap

adults I believe.

Tim: I’ve heard the name, but I’m not sure what the company did.

Barb: Nothing.

Dave: Organization in the area that helps people with disabilities. I don’t know

exactly what they do, I just know they help their patients with things they have

trouble doing on a daily basis.

Gary: I have heard of them, not quite sure what they do.

John: They worked with the handicapped. I also know they work with Good Will.

10) Are you aware of the Systems Unlimited annual Golf Classic?

Jim: No.

Rich: Yes, I’ve seen it advertised—I’m guessing in the newspaper.

Tim: No.

Barb: No.

Dave: I am not.

Gary: I was not.

John: I am not.

11) Which local media outlets do you use on a typical day?  Ask for specific

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papers, radio stations, etc.

Jim: Gazette, Fox local or national, CNN, mostly national news services,

hawkeyereport.com

Rich: Press-Citizen and the Gazette for newspapers, KCRG for TV.

Tim: The Daily Iowan, the Des Moines Register, KCRG News, KRNA, KKRQ,

KDAT

Barb: Mix 96.5, KCRG TV for news

Dave: Cedar Rapids Gazette, Iowa City Press Citizen, KCRG 9

Gary: Cedar Rapids Gazette, fyi (a UI publication geared towards faculty and staff),

and sometimes the Daily Iowan. I also tend to watch KCRG.

John: I read the Press Citizen every day and on occasion the DI.

Small Business Interviews

1) When did you participate as a sponsor in the Systems Unlimited Golf Classic?

A&J Associates: A&J has been a hole sponsor since Systems Unlimited started the

golf tournament.

City Carton Recycling: Past 10+ years.

Goodwill of the Heartland: The last two years, 2009 and 2010.

Freeman Lock and Alarm: We sponsored the event from 2004 to 2007.

Hawkeye Harley Davidson: We have been participating since 2006.

T&K Roofing: 2009, 2010

US Bank: From 2007 to 2010.

VSP Engineering: I was on the committee for the tournament for about four years. I

stopped being on the committee around 2007.

AW Welt: For at least 10 years I’ve known about Systems.

Knutson Construction: Since 2007.

Optimist Club: Since 2008.

UI Community Credit Union: Let’s see, we have been doing it for about ten years.

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2) How did you learn about the Systems Unlimited Golf Classic?

A&J Associates: A&J was part of the design team on the new facility, and we were

told of the golf tourney though that association.

City Carton Recycling: They worked with my brother Maurice Jr 40 years ago. I

worked on the business advisory board past 10+ years.

Goodwill of the Heartland: Due to the invitation of Andy Ockenfels (President of

City Carton Recycling). The Ockenfels are a large supporter of Systems and

Goodwill.

Freeman Lock and Alarm: We used to do a lot of work for Systems Unlimited. We

installed the fire alarms at all of their homes and facilities.

Hawkeye Harley Davidson: I’m not sure but since I took over we have been doing it

every year.

T&K Roofing: We were told to visit Systems Unlimited Golf Classic website from a

friend that works for a company that sponsors the tournament.

US Bank: I don’ t remember specifically because I started here six months ago. After

your explanation of this golf event, I think the reason we learned about this event is

probably through a mailing campaign. We receive emails and mail from many charity

outlets.

VSP Engineering: I was on the board for Systems Unlimited, so I learned about the

Classic almost immediately when I became affiliated with Systems.

AW Welt: I was on the board of directors. I was the president of the board for six

years from 2002-2008. They are also a business client of our office.

Knutson Construction: We first found out about the golf outing through a mailing list

from Systems Unlimited.

Optimist Club: One of our employees had a relative in the Systems Unlimited

program.

UICC: Pretty much we’ve had a relationship with SUI Golf Classic because they are

an employee group. Select employee groups, relationships serve their employees from

the Credit union, natural match to sponsor as a give back.

3) What is your relationship with Systems Unlimited?A&J Associates: A&J was part of the design team on the new facility, and we were told of the golf tourney though that association.City Carton Recycling: Worked on business advisory board. Company purchases recyclable material from them.

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Goodwill of the Heartland: Goodwill of the Heartland is a sister agency and serves many of the same individuals.Freeman Lock and Alarm: Our relationship is that we were business partners with Systems Unlimited.Hawkeye Harley Davidson: Our only relationship is that we sponsor the golf course.T&K Roofing: Hole sponsor for the 2009, 2010 golf outing to help support their organization.US Bank: We were one of their sponsors from 2007-2010.VSP Engineering: Being on the board of directors was my relationship. The board is an oversight group that is responsible for the operations of the corporation. As a member we get assigned committees to work on. I was on the golf committee.AW Welt: I think I answered that previously, but my relationship is just longstanding and very strong. I support a group that is dedicated to helping those that don’ t have life as easy as us. Knutson Construction: We have supported their organization since 2007 and participate in their annual golf classic.Optimist Club: We both serve the people of the Iowa City community, and we have been participating in their golf classic for 3 years.UICC: As a financial cooperative, we’re a little different from other financial institutions in the area, in the past we could only serve different employee groups, like ACT, etc., but we’ve changed and we are now community credit union. This way we were able to gather, a little bit, of a give back to help support some of their projects.

4) Why does your business participate in this event?A&J Associates: We like to golf and this has been a very good client for A&J. We wanted to help Systems out their fund raising event.City Carton Recycling: To help provide financial funding and build community relations/support.Goodwill of the Heartland: Due to their relationship of being a sister agency with Systems and the relationship the President Jeff Nock has with Andy Ockenfels.Freeman Lock and Alarm: We participated in the golf classic because it’s a really good cause that we believe in.Hawkeye Harley Davidson: We participate in the golf classic because it’s a good cause.T&K Roofing: Systems Unlimited is a local organization that helps many people in the area with disabilities. This gives T+K Roofing a chance to help a good cause and become active in the community.US Bank: We participate in many, many events every year. Money tends to be distributed from corporate offices and in terms of a local reason; I can’t give you an answer. Usually we decide based on the cause and what it is for. I don’t know the

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specific criteria we look at, but as long as the cause is consistent with your beliefs, we tend to be very generous.VSP Engineering: We work with Systems because I’ve had a pre-existing relationship with the company and know someone that is deeply helped by the organization. I have a one of a kind of respect for Systems and we have always tried to be involved supporting them. At some level we will probably be a team like we have been in the past. We’ve been working with them for as far as I can remember. I don’ t know the sponsorship my company can afford specifically, but we will be helping in some fashion.AW Welt: Continuing from my previous answer, it is just a good organization. We support a lot of the community, but Systems stands out to us specifically. Their work with adults and children with development disabilities is so outstanding. Systems is made up of a foundation of good management possessing good people. We also look to see if we have a business relationship with them to decide if we will be involved in their events. Although we do have a business relationship with Systems, we would participate regardless because of my past with them. Knuston Construction: We are both local organizations, and Systems Unlimited does a lot for the Iowa City community. We try and do everything we can to help support their organization.Optimist Club: Systems Unlimited is a local organization similar to ours, as we are both non-profit and our goals are similar in helping families and those in need in Iowa City.UICC: Giving back—I think there are two reasons that you could list. When we determine, not just systems golf tourney, how our organization works, two main things we consider ask for sponsor/donation. How does it affect our membership, we serve over 80,000 people across Eastern Iowa. We want to reap some of the members of that sponsorship. Visibility that it brings to the credit union, we still are a business. That’s one additional thing, visibility; they’ll have our name as a hole, credit union, might send golfers towards the event.

5) How many other local/area charity events is your business involved with?

A&J Associates: Two other golf fundraising events.

City Carton Recycling: 5 within Iowa City area.

Goodwill of the Heartland: We rarely participate in fundraising with other agencies

due to being a non-profit ourselves.

Freeman Lock and Alarm: None.

Hawkeye Harley Davidson: We donate small items to at least 100 charities every year

but with larger events I would say we participate in only 10 or so.

T&K Roofing: Sponsor several events at local high schools, such as DECA and other

school organizations.

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US Bank: I have no idea, this branch alone I would guess between two to three dozen.

VSP Engineering: This is the only one.

AW Welt: 10.

Knutson Construction: The Systems Unlimited Golf Classic is one of four charity

events we partake in annually.

Optimist Club: We participate in all of the Systems Unlimited fundraising events.

UICC: Golf events-there are a lot of fundraisers in the Iowa City area, there must be

at least 10 to 15 in the summer especially, so we might sponsor possibly up to 10 to

15. We might be a hole sponsor or sponsor a golf team, entertaining clients. Overall

donation budget usually give out $150,000-175,000, (so depends how far this money

goes over the year for giving to charities/sponsoring events).

6) Do you have people with physical and mental disabilities working in your

business?

A&J Associates: No.

City Carton Recycling: 4 Team members in our Cedar Rapids City Carton Recycling

facility have been clients of Goodwill and now hired on as full time Team members

of CCR.

Goodwill of the Heartland: Yes.

Freeman Lock and Alarm: No.

Hawkeye Harley Davidson: No.

T&K Roofing: No.

US Bank: Not that I’m aware of.

VSP Engineering: No.

AW Welt: Yes.

Knutson Construction: No.

Optimist Club: Yes.

UICC: We have in the past; we had one employee work here for 15 years who had a

disability, but none right now. In my opinion, I would say this is not why we sponsor.

We sponsor more for community visibility and our relationship with SUI as our

clients at UICC as a way to give back and helping them out by sponsoring the Golf

Classic.

7) If the business dropped off—Why did your business stop participating?

Freeman Lock and Alarm: I can’t talk about it. I’m not sure why we don’t participate 58

anymore but all I can say it that we wouldn’t do it.

UICC: We are sponsoring it, not sure exactly what we’re doing, if not a golf team, a

hole, not sure yet.

59

Footnotes

60

1 Brooks, Arthur C. "A Nation of Givers — The American, A Magazine of Ideas." Business, Economics, Culture, and More — The American, A Magazine of Ideas. http://www.american.com/archive/2008/march-april-magazine-contents/a-nation-of-givers (accessed Feb. 16, 2011). Brooks. Arthur C.2 "State & County Quick Facts." U.S. Census Bureau. Nov. 9 2010. http://quickfacts.census.gov/qfd/states/19/19103.html (accessed Feb. 14, 2011).3 “State & County Quick Facts.”4 “2010 Iowa City Golf Association Sponsors.” Iowa City Golf Association. 2011. http://www.iowacitygolf.com (accessed Apr. 19, 2011).5 Brooks, Arthur C6 Chronicle of Philanthropy. http://www.philanthrophy.com (accessed Feb. 14, 2011)7 Brooks, Arthur C.8 Ibid9 “Baby Boomer.” Dictionary.com. 2011. http://dictionary.reference.com/browse/baby+boomer (accessed May 2, 2011).10“Golfer Demographics.” OnCart: Target Golfers Precisely. 2004. http://www.oncartwest.com/pdfs/demographics.pdf (accessed Feb. 14, 2011).11 “Golfer Profile.” Tee to Green Guides. 2001. http://teetogreenguides.com/golferdemographics.html (accessed Feb. 14, 2011).12 "State & County Quick Facts."13 "Golfer Demographics." Ad in the Hole. 2010. 14 Feb 2011. http://www.aithusa.com/golfer-demographics.html (accessed 14 Feb. 2011).14 “Golfer Profile.”15 “State & County Quick Facts.”16 “Golfer Profile.”17 Ibid.18 “Golfer Demographics.”19 Ibid.20 Iowa City Golf Association. 2011. http://www.iowacitygolf.com (accessed Apr. 19, 2011)21 Bitter, Lori. “Baby Boomers Emerging as the New Social Media Mavens.” CNBC. 2010. http://www.cnbc.com/id/35318009/Bitter_Baby_Boomers_Emerging_as_the_New_Social_Media_Mavens (accessed Feb. 15, 2011).22 Dolnicar. Sara. “What Moves Which Volunteers to Donate Their Time?” University of Wollongong. 2007. http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1391&context=commpapers (accessed Feb. 13, 2011).23 Kagan, M. “What is social media? One year later.” Slideshare. 2009. http://www.slideshare.net/mzkagan/what-is-social-media-2005829 (accessed Apr. 15, 2011).