Jean Dean Reading is Fundamental Campaign Proposal

April 29, 2010 Jean Dean Reading is Fundamental 1105 Fitzpatrick Ave Opelika, AL 36801 Dear Mrs. Cathy Gafford, We would like to present you our campaign for increased participation, funding and awareness by motorcycle enthusiasts throughout Alabama. We have design a detailed proposal that can be implemented easily and cost effectively in order to benefit Jean Dean RIF’s Truel Watts Ride to Read Poker Run. We are confident that the execution of our campaign will result increased participation, funding and awareness for the event. Thank you for letting us work with you to develop this campaign. If you have any questions, do not hesitate to call any of us at anytime. War Eagle! Kelly Young Elizabeth Mahaney (404) 358-5706 (334) 221-9394 [email protected] [email protected] Kelsey Ware (256) 797-8849 [email protected]

Table of Contents Statement of Principles…………………………………………………………………………1 Executive Summary………………………..…………………………………………………...2 Situation Analysis………………………………………...……………………………………..3 Summary of Research…………………………………………………….…………….....…13 Primary Strategic Recommendations......…………………………………….………….....17 Secondary Strategies…………….……………………………...……...………………...….23 Limitations…………………………………………..……………………………………….…28 Evaluation Methods………………………………………………………………………..….29 Conclusion…………………………………………………..………...……………………….32 Bibliography…………………………………………………..…………………………….….33 Appendix A – Budget……………………………………………….………………………...34 Appendix B – Calendar……………………………………………………………........……35 Appendix C – Potential Participant Survey………………………………………………....36 Appendix D – Potential Participant Survey Results……….……………......……….…….37 Appendix E – Public Service Announcement…………………………….………..….……38 Appendix F – Promotional Flier………………………………………….…...…………..….39 Appendix G – Registration Form……………………………………………...…………..…40 Appendix H – Donation Box Sign………………………………………………..…………..41 Appendix I – PowerPoint Presentation…………...…………………………….....………..42 Appendix J – Save the Date Fact Sheet………………………………………………...….43 Appendix K – Press Release I (Prior)………………………………...……..………...……44 Appendix L – Press Release II (After)…………………………………………….………...45 Appendix M – Auburn University Intern Coordination Contact Information….………….46 Appendix N – Participant Comment Card……………………………………..……………47 Appendix O – Program of Events……………………………………………….…...…...…48 Appendix P – Save the Date Postcard…………………………………………………...…49 Appendix Q – Sponsor Thank-You Banner………………………………………...…..…..50 Appendix R – T-shirt Design with Sponsor Logos…………………………………...….…51 Appendix S – Sponsor Thank-You Letter……………………………………...........….….52 Appendix T – Sponsor Comment Card………………………………………………….….53 Appendix U – Previous Event Materials………………………………………………….…54 Appendix V – Media Contact Information……………………………...……..…………….55 Appendix W – Contact Information…..……………………………………………………...56 **All files created on the computer (i.e. PowerPoint Presentations, all promotional materials, etc.) are burned onto the CDs in the back of this book.

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Statement of principles

Our mission is to develop an effective campaign for the Jean Dean Reading Is Fundamental Truel Watts Ride to Read Poker Run using skills acquired during the terms of our undergraduate education and knowledge acquired by working closely with our client, accomplishing tasks in a timely manner. We believe that as a team, we are a group of people with a full set of complementary skills required to complete this mission. We have worked together to create a campaign that if implemented will benefit JDRIF and the poker run. We have worked in accordance with the PRSA code of ethics to conduct ourselves in a professional and ethical manner.

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Executive Summary

Jean Dean Reading is Fundamental (JDRIF) can benefit from this proposal by increasing the funds generated by the event and the overall awareness of the Truel Watts Ride to Read Poker Run, and by increasing the overall awareness of the organization’s mission. Results from a survey conducted to gain information about the opinions and actions of motorcycle enthusiasts helped shape the direction and tactics of this campaign. A survey tailored to discover attitudes of motorcycle enthusiasts towards poker runs was designed and conducted to guide the path this campaign suggests be taken. After looking at past promotional materials, it was decided that redesigning these materials would make a significant impact on the communication of key messages related to the event. Analysis of the data revealed benefits in these three areas:

(1) Participation. An increase in participation will greatly impact the amount of revenue generated by the Truel Watts Ride to Read Poker Run. A large percentage of the tactics have been designed solely with this in mind.

(2) Attitudes. By developing positive attitudes towards JDRIF and the Truel Watts Ride to Read Poker Run, volunteers and supporters are more likely to participate in future years. Suggestions have been made to increase and maintain already formed positive attitudes towards the organization and event.

(3) Donations. A large amount of the revenue generated by the event comes from

support in the form of sponsorships. Because businesses and sponsors donate to many charities in the area, it is important they feel their contributions are giving back to the community and going towards a cause that they believe in. Following this proposal and listening to feedback will insure that sponsors are likely to donate again in the future.

On the basis of research findings and public relations knowledge it is recommend that JDRIF use the tactics designed to improve the Truel Watts Ride to Read Poker Run and increase the overall awareness of the mission of JDRIF.

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Situation Analysis Client Analysis Internal Environment History Reading Is Fundamental, Inc. (RIF) is the oldest children's literacy organization in the United States. It is a nationwide nonprofit organization which brings children and books together to help young people acquire the habit of reading. Children who are read to, then read themselves, and grow up to be adults who can read. RIF does more than help local sponsors distribute books to children; it develops a better-educated, more informed public. From its headquarters in Washington, D.C., RIF supports more than 5,500 programs serving 5 million children in the U.S., Puerto Rico, Guam and the Virgin Islands. RIF serves young people from pre-school through high school, from all economic and social backgrounds. Project sponsors include local, nonprofit groups such as parent-teacher associations, Kiwanis Clubs, and public agencies, such as schools and libraries. RIF negotiates substantial discounts from more than 150 book publishers and distributors. Sponsoring groups select and purchase the books and administer the program in their communities. A local program makes reading exciting and allows children to choose books to take home, to read and to keep, without cost to the children or their families. Jean Dean Reading Is Fundamental (JDRIF) was founded in December 1990 by Alabama Kiwanis Gov. Joe Dean, as a part of the Kiwanis International Young Children Priority One Project. The program is named after Joe Dean’s wife, Jean Torbert Dean, who passed away in 1990. Carleton Hunley donated the warehouse space needed to operate, and the organization operated from that small space through 2004. Through the generosity of the community and many members of the Opelika and Auburn Kiwanis Clubs, JDRIF acquired its own building in Opelika in 2005. JDRIF is the largest Reading Is Fundamental project in the United States serving pre-schoolers. It serves 26,000 at-risk young children (primarily infants through 5 year olds) in every county in Alabama through a total of 550 sites.

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Performance JDRIF overall performs well in the aspect of how many children they are able to reach with books. However, it is not always the most organized organization because it works on such a limited budget mainly with help from volunteers, as a nonprofit. One highlight that showcases JDRIF's performance is it is the largest RIF project in the country serving at-risk children ages 0 to 5, in each county in Alabama. One niche or specialty that separates JDRIF from other nonprofits in the Opelika-Auburn area is it is known for being the largest chapter of RIF in the country. Competition is still great in the Opelika-Auburn area for fundraising and volunteers. Although there is no open or clear opposition to JDRIF, the competition from other nonprofits in the area is considerable. Since JDRIF is sponsored by the local Kiwanis club, many people might not think JDRIF struggles like other nonprofits with its limited budget. Structure and Resources Mission The central mission of JDRIF is “to put quality, age-appropriate books into the hands and homes of at-risk young children before they start kindergarten.” It is a project of the Alabama Kiwanis Foundation, operating with the help of volunteers and donations. Code of Ethics “JDRIF works in the best interest of its at-risk children. All communication efforts are made with the highest regard for honesty, integrity, accuracy and timeliness. We respect the intellectual property rights of others and acknowledge the sources of information obtained from others. We deal fairly with at-risk children and other clients—in the past, present and potential future—including the safeguarding of confidences and privacy rights. We follow all government regulations and policies to maintain good standing as a nonprofit organization.'' (www.jeandeanrif.org) Budget There is no budget set aside for public relations efforts. This nonprofit organization operates solely off of funds generated from fundraisers and grants. The maximum amount JDRIF wishes to spend on public relations efforts for this event is $300, but would like to minimize the amount as much as possible as this money is subtracted from the total profits of the event. The purpose of this campaign is to help raise awareness for the event in June, the Truel Watts Ride to Read Poker Run (an ideal budget for the public relations efforts related to this campaign can be found in Appendix A). Last year, money was spent on event programs, T-shirts and promotional materials, and food was donated by Outback Steakhouse. The registration fee was $25 and that price included a T-shirt. It would be beneficial if the registration fee were increased by a small amount, but not enough to deter possible riders from entering the race.

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Communication Other communication resources that are readily available include the Web site, the director, contacts in the Opelika-Auburn area (newspapers, radio stations, local businesses, etc.) and access to the Digital Resource Lab in the Ralph B. Draughon Library at Auburn University to produce any resources that help publicize JDRIF and the Ride to Read. Cathy Gafford, the director of JDRIF, welcomes any and all public relations help we are able to provide. Since Gafford is running a one-woman show at the center, she is in charge of any and all public relations activities. Any suggestions or support we can offer to JDRIF will only benefit the organization and help to ease some of Gafford's workload. Our client is extremely excited to see what our campaign brings forth to increase PR activities. Internal Impediments Gafford is extremely supportive of any public relations activities. While we have not met with the board of directors, we hope they will be supportive as well. She is willing to try new ideas within this campaign. There is no apparent opposition to any criticism or help given to better JDRIF's public relations program or publicity. Public Perception Overall, Reading Is Fundamental (RIF) is a well known nation-wide program established by the Alabama Kiwanis Foundation. It is the oldest and largest children and family non-profit organization in the United States. Because of this, RIF is able to serve 4.4 million children with 15 million new or used books each year. While this is a large number, the organization can do better. Local RIF clubs need to become stronger and better known. JDRIF is well known only to a select group of people who are involved with children and live in or around the Opelika-Auburn area. Many citizens of Lee County do not know what the organization is, what it does, or how they can help. Because JDRIF is not recognized by a broader audience within the area, it is not receiving the potential level of benefits that the community could provide. JDRIF has a positive reputation because they have helped thousands of children in the fight against illiteracy. Teachers, parents and the children being provided with books to read truly appreciate the help and donations. While their reputation is not negative, it is not as positive as it could be. Gafford, the program director said, “There is nothing to dislike about this program!” Anyone who knows of the organization and has the means to help gladly gives their resources and genuinely wants to see improvements made in the literacy of young children. The public’s perception has changed over the years as JDRIF’s warehouse has physically become more visible. Previously its warehouse was located in a back room of another business because they did not have to pay rent, which allowed money to be spent on more important items such as books. As the program continued to grow and

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needed more space, JDRIF changed its location. The new warehouse is located on Fitzpatrick Avenue, in downtown Opelika. This is a huge advantage because people pass by and are able to put a name with a face. This has helped increase JDRIF’s presence in the community. Instead of being a small program, they have grown to be a much larger organization. It is assumed the people of Alabama believe that JDRIF has good intentions and that its focus is important and needed in the community. Actions can now be taken to make the organization even better than it already is. Improvements could be made, especially within the public relations department of the organization, in order to enhance its reputation. Our campaign would like to create awareness of the Truel Watts Ride to Read Poker Run. By increasing the awareness of one fundraising event it could expand the organization’s reputation as a whole. We are on the same page with the client in that they would like to improve their reputation by getting their name out to as many publics as possible. JDRIF would like to get more volunteers into its facilities, gain more participants at the fundraising events and receive more donations through an increased number of sponsorships and participants. Reputation JDRIF provides books to at-risk children to help promote literacy at a young age. The community, teachers, families and the children being helped generally perceive JDRIF’s services and products as a necessary part in aiding education. Recipients thoroughly enjoy the help and appreciate all of JDRIF’s efforts. The organization is generally perceived as beneficial and has a positive impact on the people it serves. Gafford is extremely satisfied with the program’s reputation as it stands today. Over the last three years the organization’s reputation has improved. More people are donating books and contributing funds despite the economy. JDRIF has also received grant money contributing to the success of the program. They also started the Truel Watts Ride to Read Poker Run to increase participation in and awareness of the organization. Every year the program increases and improves, but changes can still be made in the public relations department.

External Environment Competition While there are no other nonprofits that function to serve underprivileged children in hopes to improve literacy, other nonprofits are the major competition when it comes to funding. Because there are many different nonprofit organizations in the Opelika-Auburn area, businesses often reach their limit in donations before JDRIF can make it on to their lists. The Lee County Literacy Coalition exists to serve the public school system, and provides services that differ from those of JDRIF. This organization is the only one in

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Lee County that serves a similar purpose to JDRIF, and is the closest competition in terms of key publics. The Lee County Literacy Coalition provides tutoring services to Lee County, Ala. Citizens, while JDRIF provides age appropriate books to young, at-risk children all over the state.

Opposition There is no significant opposition to JDRIF. The community and sponsors are supportive in giving their time and resources to support the program, and JDRIF has good relations with local media contacts. External Impediments The Opelika-Auburn area has endured slight economic depression but still manages to impressively grow residentially and economically. Opelika-Auburn is the sixth fastest growing Metropolitan Statistical Area and is ranked as one of “America’s 50 Hottest Cities for Business Expansions and Relocations” (www.opelika.org). New businesses are moving into the area, providing optimal sources for funding. Difficulties faced in the external environment spring from a lack of public relations practices. Awareness is one of the main challenges facing JDRIF. The awareness challenge springs from a lack funding allocated to public relations. An increase of awareness could increase donors to further increase the number of books being supplied to underprivileged children. The current state of the U.S. economy serves as a large external impediment as well. While times are economically challenging, the American public has become more frugal with regard to charities and monetary donations. JDRIF is able to continue to provide new and used books to children, but the giving potential could be even greater if the economy was in better condition. Reputation People who are aware of JDRIF in the Opelika-Auburn community are receptive and supportive of the organization and its purpose. JDRIF is positively perceived and community members and businesses are active in donating time and resources to the organization. The accurate perception of the services JDRIF provides to underprivileged children enables the program to maintain a positive reputation, with enthusiastic donors and volunteers. Because there is no set budget put aside for public relations and publicity activities, the JDRIF name is not as widely known as it could be. By moving into a new building, the community was able to more easily recognize the presence of JDRIF in the Opelika-Auburn area. Gafford is pleased with the reputation that JDRIF has established in the area. She would like to improve public relations efforts to reinforce the already positive reputation established, and she hopes to build upon these efforts in the future.

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Publics Analysis Major Publics Major publics for Jean Dean Reading is Fundamental include the children they serve and their parents, schools and teachers, volunteers, donors and sponsors, the Kiwanis Club, and the board of directors. Children, parents, schools and teachers are benefactors of the program and are the main publics who serve as customers. They maintain positive attitudes about the organization and often send thank-you letters and other appreciative notes. Volunteers produce the service while donors and sponsors provide the financial and material support that allows for the service to reach the intended recipients. JDRIF is fortunate to have many loyal volunteers and supporters with great attitudes and willing hearts. The Opelika Kiwanis Club helps to promote the organization and various fundraising efforts. Kiwanis clubs are helpful and dedicated to the cause of Reading Is Fundamental. The board of directors serve as a source of guidance and support to the director and program in general. Many members who serve on the board donate their time and talents to assist the organization, and show their dedication to JDRIF by continuing to serve on the board. Key Publics Key publics for the Truel Watts Ride to Read Poker Run include motorcycle enthusiasts, highly involved RIF supporters and community sponsors. Motorcyclists are a key public of the poker run because Truel Watts was a motorcycle rider and volunteered much of his time to RIF. Watts started the poker run to combine his hobby with his passion in order to give back to children in the community, and the tradition has continued today. Big Swamp Harley Davidson of Opelika hosts the event at its store location and helps to promote the event to its customers, motorcycle enthusiasts. RIF supporters and sponsors are constantly involved in promoting the organization and events, and have opportunities to spread the word around the city and state. JDRIF has positive relationships with all of the key publics and is viewed in a positive light by the publics. Limiters Competitors in the Opelika-Auburn area are other nonprofit organizations seeking to raise money around the same time of year. The Lee County Literacy Coalition (LCLC) serves a different purpose in the same fight to end illiteracy, but is not considered a

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competitor. The LCLC offers free one-on-one tutoring to residents of Lee County, Ala., while JDRIF provides age appropriate books to young, at-risk children across the state. JDRIF does not have any opponents in the area that we are aware of. Competitors for donations have the ability to slow the program down, because they are taking away possible available funding and contributions. Due to the economy, organizations are searching for more funding than usual, and this has increased the level of competition between limiters in Lee County. While the economy may improve, there will always be nonprofits looking for help and funding, and it will continue to be a challenge to compete for funds. Intercessory Publics Intercessory publics include local media contacts from Opelika-Auburn News, radio stations, the JDRIF Web site and church leaders. Opelika-Auburn News and various radio contacts are important intercessory publics because they have the ability and tools to spread word of the event, message and mission of the organization to key publics. It is likely that these organizations will speak on behalf of JDRIF because positive relationships already exist. The JDRIF Web site is a reference tool for people to confirm upcoming events and details on how to get involved. Church leaders serve as informal opinion leaders in the community and are important in carrying the message of JDRIF to their members. Opinion Leaders Government officials would serve as formal opinion leaders and are an ideal intercessory public, but it is unsure how opinionated and willing they will be to speak on behalf of the cause. An identified vocal activist is the director, Cathy Gafford. She travels around Alabama to speak on behalf of JDRIF and to spread the message about the fight against illiteracy. Aware Public Local government officials are an aware public for JDRIF because they recognize the organization and issue, but are not organized to discuss or act on it directly. Apathetic Public College and high school students may serve as apathetic publics because they are aware of the issue and are either unable to act or are not motivated enough to act. Other people who serve as apathetic publics include people who hear about the organization and event, but do not actively volunteer their time or contribute monetarily.

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Analysis of the Situation Background on the Issue We are setting out to modify an existing communication program of JDRIF. The cause of the situation springs from the organization's budget constraints which prevent the hiring of extra help for fundraising efforts. Therefore, the director of the organization is doing most of the work for the poker run by herself. There is no dispute that this is the cause of the situation. Since JDRIF first began there have been few people consistently helping to run the organization. The situation does involve the organization’s relationship with another group. The Big Swamp Harley Davidson store creates few constraints to the poker run, and are mostly helpful to JDRIF. The Facts: Gafford does most of the fundraising efforts by herself, as well as all of the other aspects involved in producing the poker run. In general, JDRIF has increased the amount of proceeds from the poker run each year by $500. The first year they raised $3,000, the next $3,500 and last year they raised $4,000. The amount of money earned from each event is not enough to expand the communication department of the organization, which would allow the size of the poker run to increase. Overall, the director is too over worked and overwhelmed to effectively and efficiently direct the poker run to benefit JDRIF to its fullest potential. Consequences of the Situation Opportunities The event is extremely important to the organization and its mission as this is one of the main fundraising opportunities for JDRIF. The central mission of JDRIF is "to put quality, age-appropriate books into the hands and homes of at-risk young children before they start kindergarten." It is a project of the Alabama Kiwanis Foundation, operating with the help of volunteers, fundraising and donations. It is imperative the situation has an overwhelming response as this is the main fundraising opportunity for JDRIF. Without support from the local community and from other supporters, JDRIF cannot be as successful as it has been in the last three years. The event is a one day event, but planning will begin months beforehand (see Appendix

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B). The poker run will begin mid-morning and will also include lunch and a few other fun activities for attendees that do not directly participate in the poker run. The organization itself is affected by the event, as it is one of the main fundraising opportunities for JDRIF. JDRIF is majorly supported by grant money and fundraising efforts. The students and families served by the organization benefit greatly from the help and support from JDRIF's donations and volunteers. JDRIF has the potential to grow and increase donations made available due to the fundraising opportunities from the Truel Watts Ride to Read Poker Run. Without the proceeds from this event, JDRIF would struggle to continue bringing the same number and quality of books to encourage literacy in the state of Alabama. Obstacles We consider this situation to be a fantastic opportunity for JDRIF. One major obstacle is recruiting people to attend the event. However, the situation is philanthropic and has been held the previous three years. We hope to have returning poker run participants as well as new attendees to help build Jean Dean Reading is Fundamental to the highest potential. Another obstacle faced is gaining donations from sponsors in the community. Other nonprofit organizations are struggling for funding as well, and businesses are only able to donate so much money for charitable causes. Because the Big Swamp Harley Davidson store is hosting the event, it deters other potential motorcycle companies from sponsoring the event, eliminating possible donors. The partnership with Big Swamp Harley Davidson also serves as an obstacle because of the layout of the location. The size and space provided is used for motorcycle games, and there is not a family-friendly area for the addition of kid-friendly activities. Additional activities to involve the entire family could increase money donated to JDRIF. Publicity for the event is another obstacle. Resources are not being used effectively and efficiently for public relations efforts, and this is hindering the possible amount of participants. The lack of staff working solely for JDRIF is also an obstacle for the event. Because Gafford has to focus on all aspects of the organization, from coordinating volunteers to delivering books, she is stretched thin and the amount of time spent on the event is less than it could be. Resolution of the Situation Information gained through research efforts will help us to resolve the situation in the best way possible. By finding out more information about our target publics, we will be

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able to generate more participation in and revenue from the poker run. This event is high on Gafford's priority list, as it is one of two major fundraising events for JDRIF. By finding out what potential sponsors and participants expect from their participation in the poker run, we hope to produce an event that is mutually beneficial to all parties. We want businesses, volunteers and participants to feel appreciated and noteworthy, and to feel a sense of accomplishment as their time and money are going to a great cause. We also want participants to enjoy themselves during the event so that they will be more likely to participate in years to come. By developing an event which produces mutually beneficial relationships and feelings, we hope to develop a sense of loyalty with donors and participants, to develop a base of supporters from which to grow the event in years to come. JDRIF is committed to the poker run, but it is also one among many on its list of concerns and things to do. Gafford is forced to split her time between administrative tasks, coordinating volunteers, and coordinating the poker run as well as a fall fundraising event, the Run to Read. It would be in her best interest to hire an intern to assist her in implementing fundraising plans, and is open to all ideas to improve the event. Increasing donations and participation means an increase in the operating budget of the organization, which is critical to the mission of the organization to provide books to underprivileged children. In the next few years, we suggest to improve the poker run by having a pre-set date around the same time each year to establish consistency and a group of followers for the event. Also ensuring continuous sponsors in the area would be helpful to build relationships within the community for the organization.

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Summary of Research Theory When developing an approach to this campaign proposal, we researched many different theories used in public relations practices and decided the diffusion theory is most applicable to the Truel Watts Ride to Read Poker Run. The diffusion theory uses mass media to saturate individuals in target audiences, then encourages discussion between those individual to further communicate the message. Elements of the diffusion theory include innovation, communication channels, time and social system (Dozier). For this campaign, the innovation is the message being communicated: the Truel Watts Ride to Read Poker Run is a great, well-organized event and the proceeds are going to a meaningful cause; therefore, they should be willing and wanting to participate in any way they can. Communication channels being used are the media, word of mouth and promotional materials. Over time, the message is communicated through the channels, and the message is spread through individuals who continue conversing about the message, eventually accepting or rejecting the communicated message. Survey We developed a survey (Appendix C) to gain more information about our key public, motorcycle enthusiasts. Keeping our overall goals and objectives in mind, we asked questions that would help further the campaign towards reaching these goals. Purpose We created a survey to discover how motorcycle enthusiasts gain information, where they shop, and how often they participate in poker runs. The information gathered from the survey will tell where communication efforts need to be emphasized, which age groups to target, and how much potential participants are willing to spend on a poker run. The questions in the survey are all geared towards gathering information that can be used to increase participation and funds generated by the poker run. Design The survey was designed to gather important information in a short amount of time. By limiting the survey to eight questions, the survey is able to be easily completed in two minutes or less. The survey contains closed-ended questions. “The advantages of closed ended questions include the ease of compiling the results and the ability to

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produce cross tabulations. Cross tabulations are the division of research results by demographic and psychographic categories” (Bobbitt and Sullivan, 56). Our close-ended questions were both demographic questions (age and gender) and substantive questions because one answer could be "Other" which gave room for expressed opinions. The survey contained two dichotomous (yes or no) questions. If the respondent answered 'yes', we asked that they explain their 'yes' answer by providing more information in the blank. The rest of the questions were multiple-choice. We decided against the Likert scale or Barometer Scale questions because we wanted to keep the survey short and at a low level of difficulty. Having two dichotomous questions and the rest short multiple-choice questions, it was not an intimidating survey to the participants that we approached at Big Swamp Harley Davidson. An e-mail survey may have been more efficient and received a better response, but that was not an option considering it is difficult to locate e-mail addresses for bikers, as there is no database for biker groups/clubs. Participants The survey is designed specifically for the key public of the poker run: motorcycle enthusiasts. For this survey, participants were shoppers at the Big Swamp Harley Davidson store, a major sponsor of the event. The location was chosen as a central location where many motorcyclists spend their time on Saturdays, shopping and conversing with fellow motorcycle enthusiasts. We contacted Cindy McCarty, one of the managers, who was extremely helpful in assisting us. McCarty asked us to come between 11 a.m. and 1 p.m. on Saturday, March 6, 2010. The riders came in waves and Big Swamp was having a promotional day which was very beneficial to our survey. We only had a few customers refuse the survey. However, McCarty had given us Harley Davidson items to give in a small bag as a thank-you for participating which was a great incentive. Procedure We created the survey by brainstorming some information that would be useful in the development of the campaign. We asked questions pertinent to achieving the overall goals to increase participation in the poker run and to increase the funds generated by the event. Selecting eight questions, two concerned with demographics (dichotomous), the survey is brief and easy to complete in a timely manner. All questions are multiple choice, with some opportunities to fill in the blanks and provide more information. However, some participants chose not to fill in the blank for more information when they answered 'other' or 'yes'.

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When trying to identify a group of motorcycle enthusiasts to survey, we contacted a member of a local Christian biking club and the management at Big Swamp Harley Davidson. We were unable to connect with the Christian biking club, but fortunately Big Swamp manager McCarty responded to our communication attempts. After speaking with McCarty, we designated a time to survey Big Swamp customers, on Saturday, March 6, 2010, from 11 a.m. until 1 p.m. McCarty was extremely helpful on the phone and willing to do anything necessary to assist us with gathering information. By giving an intercept survey, we were able to gain feedback from riders since we were in person, as well as promote our event in June. While at Big Swamp, we sat at a small table at the entrance of the store. When customers entered, we explained what the survey was for and asked if they would be willing to participate. Most customers were helpful, and only a handful declined the invitation to participate. McCarty provided Big Swamp Harley Davidson koozies and notepads to offer customers who were willing to participate. Overall, participants seemed friendly and interested in the poker run. Administering the survey in person was beneficial to our campaign as we helped promote the event. Looking back, it may have been helpful to have additional informational and promotional materials about JDRIF and the Truel Watts Ride to Read Poker Run that participants could take with them.

Results The results gained from the completed surveys proved to be helpful in the development of this campaign. The motorcyclists that participated in the survey provided some key information that allowed us to develop tactics we feel certain will improve the upcoming poker run. The survey results indicated that participants would be willing to pay more to participate. Approximately 59 percent of participants selected that they would pay from $25-$35, 18 percent would pay between $35 and $45, and 22.7 percent would pay from $45 to $55. We recommend that the price to participate steadily be increased over the next several years, rising from $25 to $40. Most participants selected that they would be willing to pay an extra $5 for T-shirts, raffle tickets and food. Currently, T-shirts and food are included in the registration fee of $25. If JDRIF were to charge an additional $5 per item, the funds generated could increase significantly. If the auction of donated items were to be replaced by a raffle, the survey results indicated that participants would be willing to pay extra to be entered in a raffle drawing. The auction at the poker run has worked well in the past, but if there were to be a shortage in donated items, a raffle may be used instead. Approximately 68 percent of riders surveyed are not involved in a biking club, leaving the other 32 percent to be biking club members. This indicates that efforts should not primarily be focused on communicating about and promoting the event through biking clubs. The majority of riders learn about biking events through different motorcycle

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stores in the area, therefore promotion efforts should be focused on informing employees and posting flyers to reach the largest amount of motorcycle enthusiasts. The next most popular place survey participants learn about biking events is through the Internet. Bike clubs and radio announcements came in close behind the Internet as places to learn about biking events. Other means of biking event communication included friends, driving by events, and magazines. When asked how many times a year they participate in poker events, 40 percent selected multiple times a year. One fourth of survey participants ride in poker runs once a year and another fourth ride in a poker run every chance they get. Only 10 percent participate in a poker run once every few years. Forty-five percent of the participants were between the ages of 46 and 55, 27 percent were between the ages of 36 and 45, 18 percent fell between the ages of 26 and 35, and 9 percent between 56 and 65. No participants were 65 years of age or older. The gender distribution of survey participants was almost equal, with 55 percent male participants and 45 percent female participants.

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Primary strategic recommendations

Goals to be Addressed

1. To increase funds generated by the Truel Watts Ride to Read Poker Run

2. To increase awareness of the Truel Watts Ride to Read Poker Run

3. To increase the overall visibility of Jean Dean Reading Is Fundamental

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Campaign objectives and tactics

Objective 1: To have an effect on action, specifically to increase by 10 percent by June 13,

2010 the number of participants in the Truel Watts Ride to Read Poker Run. Strategy 1: Motivate motorcycle enthusiasts to attend the Truel Watts Ride to Read Poker Run and help them understand that they are supporting a great cause. Rationale: When participants feel appreciated and know that their contribution is going towards a great cause, they are more likely to enjoy the event and return to participate in future years. We have heard that when one person has a positive experience with an organization or activity, they are likely to tell four people about their experience. Personal testimonies create awareness and can generate hype for future events.

Tactic 1: Develop a public service announcement. (Appendix E) This will allow audiences of radio stations around the Opelika-Auburn area to continually hear about the event on a daily basis creating awareness. A public service announcement is an affordable and efficient way to reach audiences in a timely manner. Radio stations that survey participants indicated are a major source of information will be highly targeted, while touching on other stations to saturate all audiences.

Tactic 2: Develop a new promotional flier for the Ride to Read. (Appendix F) A flier designed with the most important information displayed prominently will help inform all publics of the event. The current promotional flier is wordy and does not clearly communicate the event, cause, date and time, and other information that is crucial for prospective participants and volunteers to know. Fliers will be displayed at the venue for several months leading up to the event, and strategically displayed by local sponsors, restaurants, community bulletin boards.

Tactic 3: Develop a registration form. (Appendix G) A new registration form with more options to participate will allow in an increase of revenue generated by the poker run. Allowing riders to buy as many poker hands as they would like, rather than limiting them to two at a minimum, could increase the total fundraising amount. Registration forms will be available at the venue, Big Swamp Harley Davidson of Opelika, the JDRIF warehouse and their Web site, as well as at the sponsoring businesses who are willing to distribute them.

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Tactic 4: Establish and create an attractive donation box to collect children's books. (Appendix H) The donation box will allow volunteers, sponsors and riders to contribute books, as well as monetary gifts. By giving a physical donation, participants have a visible reassurance that their donations are being put to good use. This will give participants a feeling of accomplishment and warmth, and reminds them of the children they are helping and the cause behind the event.

Tactic 5: Generate a PowerPoint presentation. (Appendix I) The PowerPoint presentation will be helpful to show exactly what the JDRIF organization does for the community. It will help put a face with the name of the organization.This will increase awareness of the program and the event, increasing participation in the event.

Tactic 6: Send out a save-the-date fact sheet to media outlets. (Appendix J) A save-the-date fact sheet should be sent to media outlets to remind the publics to save the date for the event. This should generally be sent out three months prior to the event. Tactic 7: Send out a press releases in a timely manner. (Appendix K) A press release should be distributed to local news, TV and radio stations 10 days before the poker run. Tactic 8: Send out a follow-up press release to recap the event. (Appendix L) A final news release could be given out after the Ride to Read to establish credibility and trust in the community. The final release will recap the success of the event, including the amount of money raised, the number of participants, and the sponsors who donated their time and goods.

Tactic 9: Hire an intern to help organize the Truel Watts Ride to Read Poker Run. (Appendix M) Interns are easily accessible in the Opelika-Auburn area, as many students are looking to earn college credit in order to graduate. The intern could help ease some of the pressure and time constraints of the program director, and would be capable of assisting in the distribution of information to media and organizing meetings with different publics. An intern to assist in coordinating fundraising events for JDRIF would aid in the success and growth of the events. Tactic 10: Promote the event through use of free Web site services. The survey research indicates that Web sites are the second most used means of communication to learn about motorcycle events. Web sites such as www.lightningcustoms.com, www.motorcyclemonster.com, www.motorcycleevents.com, will add events to the calendars on the sites for free. These sites should be utilized to promote the event on the Internet, reaching more potential participants.

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Strategy 2: Encourage motorcycle enthusiasts to continue to come back and support JDRIF's Truel Watts Ride to Read Poker Run each year.

Rationale: When participants are enjoying themselves and feel appreciated, they are likely to participate in future events. By making an effort to find out what they enjoyed, disliked and what they think needs to be improved upon, they will feel important and useful to the success of the future events. If their feedback is taken into consideration in future planning efforts, they are likely to take note, be appreciative and more enthusiastic towards the event and the cause behind the event.

Tactic 1: Give a comment card to participants of the event to gain feedback for future JDRIF events. (Appendix N) Creating a short comment card for feedback, in order to instill a feeling of appreciation and need in participants, will be useful to organizing future events and making them more successful. It gives a voice to participants, makes them feel valued, and if their feedback is considered, makes it more likely that they will participate in future events. Tactic 2: Design a program of events. (Appendix O) A program of events that is informative and precise will allow participants to be knowledgeable of the events going on throughout the day. There will be an insert with the directions for the route of the poker run. The logos of sponsors will be included on the back of the program so participants know exactly who supports the Truel Watts Ride to Read Poker Run. By eliminating confusion with the program of events, participants will feel that the event is well organized and will be more likely to participate in the future.

Tactic 3: Send out save-the-date postcards to remind past participants of the upcoming event. (Appendix P) By keeping a database of past participants, they can specifically be targeted in future years when planning the Ride to Read Poker Run. Save-the-date postcards will serve as a reminder that the event is coming up, and they can save the date on their calendars.

Objective 2:

To have an effect on acceptance by volunteers and supporters, specifically to increase positive attitudes by June 13, 2010, about the Truel Watts Ride to Read Poker Run. Strategy 1: Encourage active JDRIF supporters and volunteers to participate behind the scenes to produce a high quality event. Rationale: When people feel they are giving back to the community, they feel better about themselves and are likely to volunteer again in the future. If they have a positive experience, they will likely return to volunteer

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for the same organization, building on the volunteer base for JDRIF. Repeat volunteers are likely to climb the organizational ladder and donate more time to expand upon and better the event they are coordinating. Tactic 1: Speak with local civil organizations. Meeting and speaking with local organizations will help spread awareness of the event and the cause. Speaking with organizations who already support JDRIF, such as the Kiwanis Club, would help establish a presence, serve as a way to thank the organization and generate positive feelings amongst the organizations. The PowerPoint presentation should be shown at meetings, and the speaker could ask for volunteers and participants. This is a good way to promote the event as well as the organization’s mission to help at-risk children. Tactic 2: Establish and create an attractive donation box to collect children's books for literacy. (Appendix H) These could be placed at schools, in the community and most importantly at the event. This will provide a way for volunteers to donate more than their time, and feel more involved in the organization. By giving a physical donation, volunteers may feel more appreciated and feel that they are making more of a difference, rather than solely donating their time and efforts in the production of the event. Tactic 3: Hire an intern to help with the Ride to Read. Interns are easily accessible in the Opelika-Auburn area, as many students are looking to earn college credit in order to graduate. The intern could help easy some of the pressure and time constraints of the program director, and help in coordinating and directing volunteers for the event, as well as the day of the event. It is a good way for the interns to assist JDRIF and get firsthand experience working with a client in the workplace. Tactic 4: Organize a volunteer appreciation meeting. When volunteers are appreciated, they are more likely to have feelings of good will towards the organization with which they volunteered for. By having a follow-up meeting, it shows volunteers how much JDRIF appreciates the time and effort spent to make the event successful, making volunteers more likely to volunteer in the future and recruit more volunteers. The meeting will be brief, and the director will personally thank them for their time and celebrate the success of the event

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Objective 3:

To have an effect on awareness, specifically to increase by 10 percent by June

13, 2010, the amount of donations given by sponsors.

Strategy 1: Convince supporters that the mission and goal of JDRIF's Truel Watts Ride to Read Poker Run is important and a major priority to be support by the community. Rationale: Because businesses and sponsors donate to many charities in the area, it is important that they feel that their contributions are giving back to the community and going towards a cause which they believe in. Helping fund a project that stays local helps to build your reputation and credibility in the area in which you live and work. Tactic 1: Create a thank-you banner (Appendix Q) to represent each of the sponsors contributing to the poker run. Make sure each sponsor company logo is placed on the banner for name recognition. The banner should then be placed in an obvious location so participants, volunteers and all other people at the event can see it. Tactic 2: Place sponsor logos on event T-shirt. (Appendix R) Make sure to include the band and caterer logos on the T-shirt. This will create publicity for JDRIF, its sponsors and the band. Contributors need to feel appreciated and that their contributions were worth while. By placing their name on the back of the T-shirt, sponsors will receive credit for their efforts. Positive relationships are vital for the success of the event. Helping each other benefits each organization in different ways and reflects back on the core mission to help at-risk children in need of books. Tactic 3: Develop a thank-you letter for sponsors. (Appendix S) The letter needs to include how much they personally donated and it should also include how much total money was raised from the Truel Watts Ride to Read Poker Run. A personalized thank-you letter to each donor will help to display how much JDRIF appreciates their sponsors, making it more likely for them to donate again in the future. Tactic 4: Create a comment card for sponsors to fill out following the event. (Appendix T) By providing sponsors with an opportunity to share their opinions, they are more likely to feel valued and appreciated. Feedback from sponsors will also allow JDRIF to improve upon showing their appreciation towards sponsors of the event.

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Secondary strategies Message Source Spokesperson 1: Cathy Dean Gafford Credibility Cathy Dean Gafford, director of Jean Dean Reading Is Fundamental could be a possible spokesperson for the Truel Watts Ride to Read Poker Run. Gafford is a credible source of information on the organization and each of the fundraising events they host. She has worked for the program since it first began and has seen JDRIF grow throughout the past 11 years. Charisma Gafford is charismatic and extremely passionate about her contributions to and help with the organization. We consider Gafford to be an expert on the message. Though she is an expert in this field, she can also relate to her audience. She is a woman who cares about her community and wants to make a difference just like many other individuals who volunteer with JDRIF. She articulates the organization’s message and main goals clearly and effectively. Gafford is able to present herself as well as the organization’s objectives in any setting by tailoring her presentations to each audience. Control When Gafford speaks she enunciates clearly, speaks calmly and with authority. She is a trustworthy individual and speaks truthfully about all aspects of JDRIF and the poker run. Gafford is a moral person and follows all the legal implications related to nonprofit work. She is willing and able to investigate audiences to extend her reach for fundraising events; however, she is limited by time constraints. Spokesperson 2: Sylvia Watts Credibility Sylvia Watts, wife of Truel Watts, is another possible spokesperson for the poker run. Watts’ husband was motivated by his passion for motorcycle riding and the desire to impact at-risk children in his community to begin the Ride to Read Poker Run. Watts helped design and get the event started to help benefit JDRIF. Even though her husband passed away she is still involved with the event and volunteers with the organization.

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Charisma Watts is a credible spokesperson for the event because she can tell her personal story to individuals and clubs as a tool to motivate participation in the poker run. She is well known and a trusted individual by JDRIF. Watts has the ability to speak calmly, yet passionately about the event. The source is available to the organization and is more than willing to help JDRIF grow. Control Watts is a similar source to the audience because they want to help fight illiteracy in Alabama. Watts is an attractive source to the audience as she has a personal tie to the cause. Spokesperson 3: JDRIF Intern Credibility The intern is a third possible spokesperson for this event. It is hoped that the intern will be considered an expert on motorcycle enthusiasts and on JDRIF after spending some time with the organization. While organizing all aspects of the poker run the intern will learn valuable information he/she may be able to share with an audience. Charisma The audience may not be aware of the credentials of the intern because he/she is a new asset to the organization. The audience can be informed of the efforts and contributions the intern has made to the event. When hiring an intern, Gafford should look for someone who can enunciate clearly, is reassuring, can speak calmly and is charismatic. The source should be able to speak truthfully and independently about the event because they are helping organize all parts of the event down to the smallest details. The source is available to the organization. Control This source does not have power over the audience. The intern may, however, be looked to for information and to guidance before and during the event. The intern would have the ability to investigate the audience, which is key in finding more event participants. The intern will be able to reward motorcycle enthusiasts and volunteers with prizes for contributions to JDRIF. The intern should work closely with Gafford to learn all facts about the organization so they can be presented correctly.

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Message Appeal Key Message The key message to convey to our publics is that the Truel Watts Ride to Read Poker Run is a great, well-organized event and the proceeds are going to a meaningful cause, therefore, they should be willing and wanting to participate in any way they can. Rational Appeal This message makes a rational appeal because not only is it easy to get involved, but it is a fun and entertaining event. It makes sense for participants to register, for businesses to sponsor, and for volunteers to volunteer, because they will be enjoying themselves while helping a worthy cause. Audience interest, as proven by survey research completed, is high for the event, and prospective motorcycle enthusiasts are willing to donate time and money to the cause and mission of JDRIF. Emotional Appeal Our message appeals to emotions because children are the driving force behind the cause. The mission of JDRIF is “to put quality, age-appropriate books into the hands and homes of at-risk young children before they start kindergarten.” By participating in the poker run, sponsors, motorcyclists and volunteers are all giving their money to a program that fights against childhood illiteracy. By putting books into the hands of young children, they are giving those children a priceless gift, the gift of literacy. Participating in the event will make our publics feel better about themselves, knowing they are brightening the future of children who otherwise may not be presented with the chance to learn how to read before they start kindergarten.

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Verbal and Nonverbal Communication Verbal Communication Our message presents one point of view: that the Truel Watts Ride to Read Poker Run is a great event in which everyone able should want to participate, because it is supported by a meaningful cause. Our message is reiterated throughout the entire campaign in all of the promotional materials and communication efforts. We believe our publics will find presented messages clear and understandable because all of our materials speak with one clear voice. Materials presented in this proposal are visually and verbally consistent. No contradictory messages are presented to confuse our client or audience. The name of the event, Truel Watts Ride to Read Poker Run, is both memborable and descriptive of the event. Truel Watts was a passionate motorcyclist who loved to help the Reading Is Fundamental organization. Watts was known and loved by many, and many members of our key public recognize his name in association with this event. ''Ride to Read'' is a catchy part of the event name, and serves as an indicator of the purpose of the event. It signals a vision of children and charity, signifying to key publics the overall mission of JDRIF. We would hope our client and publics find the messages presented ethical and honest. All messages contained within this proposal are intended to and should always be presented in an ethical manner. Verbal communication comes to play in our tactics through the Public Service Announcement, meetings with local and civic organizations, and all communication made between JDRIF and its publics. The language used in tactics is respectful and appreciative of everyone involved with the event in one point or another. Nonverbal Communication Graphics and colors used in the campaign are forms of nonverbal communication. The JDRIF Truel Watts Ride to Read Poker Run logo is consistently used from year to year to represent the event on T-shirts, promotional materials and letterhead. All printed materials are black and white, in an effort to keep printing costs to a minimum. We use a bright orange to simulate the colors used by Harley Davidson. This color scheme will help attract motorcyclists, who will recognize the colors on fliers and T-shirts and automatically make the inference that this event is geared towards them.

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We suggest that all ink used be black, and printed on orange paper and orange T-shirts. Wordy documents may be printed on white paper to lower the difficulty of reading. In previous years, the color of the T-shirt has changed annually, but to keep the theme motorcycle geared, we suggest different shades of orange be used rather than completely changing the color scheme. The Web site plays a role in nonverbal communication for the campaign. The Web site needs to be updated in advance (refer to Appendix B) with pertinent information about the poker run. If the site were updated regularly, it could serve as another outlet for participants to learn about the event. The registration and sponsorship forms should be available via the site to increase possible avenues of particpation and revenue.

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Limitations One major limitation for this campaign is the lack of a substantial budget. Jean Dean Reading Is Fundamental is a nonprofit organization and has limited funds to work with in the production and promotion of the Truel Watts Ride to Read Poker Run. The lack of budget forces JDRIF to rely upon outside assistance for sponsorship and donations of food, printing, paper, media, prizes, T-shirts, postage, and everything associated with this event. Due to printing costs, all promotional materials must be printed in black ink. Another limitation is the available technology to produce attractive and eye catching promotional materials. Materials produced must be in a format that is compatible with Microsoft Word 97. Everything produced must be editable in this format, making it difficult to produce high quality materials. If JDRIF hires an Auburn University intern, this limitation would greatly be reduced because the intern would have access to the Adobe Creative Suite in the Digital Resource Lab at the Auburn University Ralph B. Draughon Library. Though there is only one computer available at the JDRIF warehouse, the intern would have the ability to do a majority of the work either from home on his/her own computer or on campus at one of the many computer labs and/or libraries. Staffing also serves as a large limitation to the execution of this campaign. JDRIF Director Cathy Gafford has a committee for the event, but the lack of regular meeting times hinders the amount of involvement and assistance in completing tasks to produce a successful event. Event preparations need to be started well in advance of the event, and roles need to be assigned to each committee member. An intern would help to organize and coordinate committee meetings, as well as assist in the workload and to direct volunteers, making the event and preparation more efficient.

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Evaluation Methods Objective 1: Increase Participation The success of the completion of tactics used to increase participation in the Truel Watts Ride to Read Poker Run will be measured by the physical number of participants who appear on June 12, 2010 to participate in the poker run. The effectiveness of the public service announcement (Appendix E) will be measured in terms of the potential audience reached. This number will be determined by the number of radio stations that play the announcement, then number of times it is played by each station, and the number of people in those audiences. Effectiveness of the promotional flier (Appendix F) will be measured by the number of locations in which the flier is posted, the traffic flow through the locations and exposure to any potential audiences. This number will be determined by the approximate number of people who frequent the stores, restaurants, and other locations where the fliers will be displayed. The effectiveness of the donation box for children’s books (Appendix H) in increasing participation will be measured by the number of books collected, as well as the attitudes of the participants as reflected on the comment cards (Appendix N). Participants and volunteers will be asked if they feel that their participation in other ways than registering and physically riding in the poker run is appreciated and effective in helping JDRIF accomplish their mission. The save-the-date fact sheet (Appendix J) and press releases (Appendix K & L) will be measured in effectiveness by the number of people reached. They will be distributed throughout Alabama, and the amount of media coverage will be an indication of effective releases. The number of media who mention or cover the event and the number of people in their audiences will determine the effectiveness of the written and distributed press releases. The participants will be asked to complete the participant comment card (Appendix N) answering questions such as: how they heard about the event, if they enjoyed the event, if they felt informed about the order of events, if they felt the event was well organized, if they will be likely to participate in this event in future years and if they would encourage their friends to participate in future JDRIF events as well. The effectiveness of the program of events (Appendix O) that includes directions for the poker run route will be determined by the responses on the participant comment card (Appendix N), and the general ease with which the participants find the locations along the route.

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The success of participant satisfaction will be measured by the number of repeat participants in next year’s event. Their satisfaction with the event will not only be measured by responses on the comment cards, but also by the physical action of their participation in following years. To aid as a reminder of the event, the effectiveness of the Save the Date postcards (Appendix P) will also be measured by the response rate of completed registration and participation by the recipients of the cards. The effectiveness of an intern will be measured by the amount of tactics completed in a timely manner, overall increasing the number of participants in the Truel Watts Ride to Read Poker Run. The effectiveness of the intern can also be determined by the increase the overall of organization of the event, as well as the (ideal) reduction of Gafford's workload and stress level of. Gafford will be able to use the results of the evaluation to determine things that need to be changed, as well as things that need to be kept the same, for future poker runs. This information will build annually, each year making the next poker run more successful for JDRIF. Objective 2: Acceptance and Attitude The effectiveness of speaking with local civil organizations can be evaluated by measuring the positive attitudes of different organizations' members. Questions will be asked at the end of each meeting reguarding the presentation and JDRIF's mission and cause. A sign-up sheet will be passed around for volunteers to participate in the poker run. The sign-up sheet will measure acceptance of JDRIF's goals and people who desire to help the cause. The donation boxes (Appendix H) will be a place for people to show interest by contributing in a way other than money. This shows participant and volunteer feedback by showing positive acceptance of JDRIF's purpose to serve at-risk children ages 0-5. The success and contributions of an intern is a way to measure acceptance. The intern will have a positive attitude about the job and the poker run because he/she will see what will be accomplished and how all of his/her hard work paid off helping the cause. He/she will be able to provide feedback and insight which may improve the event in future years. An appreciation meeting will be crucial to gain feedback from event volunteers. The meeting will make the volunteers feel they truly made a difference and that their involvement was necessary in order to make the event a success. There will be opportunties to gauge their positive attitudes by having a question and answer session for face-to-face feedback. Information gained will help Gafford in the future by making sure the volunteers are being used the most effectively and efficiently before and during the poker run.

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objective 3: Increase Awareness

To convince possible sponors to support the poker run, Gafford must make an effort to meet with leaders and top organizations in the community. By gaining their trust and support, the event will increase sponsorship and at the same time, increase awareness of the event. The effectiveness of the thank-you banner (Appendix Q) can be measured by the location and visability to the participants and sponsors that are at the event. By showing our appreciation to our gracious sponsors we create a healthy relationship with partners in the community that will want to help sponsor again year after year. A thank-you banner will be painted prior to the event and will list the sponsors on the banner. By placing logos of the sponsors on the T-shirts (Appendix R) for participants, those in attendance at the event and the participants will be able to see the logos which will create additional awareness for our sponsors. This too will be measured by the effectiveness of its visability by those in attendance. There is also an option for any persons in attendance or for participants to buy an extra T-shirt at the event; if the T-shirt is worn repeatedly others will see the sponsor logos on the T-shirt and this will create not only awareness of the sponsor, but positive community relations as well. By sending out thank-you letters to our sponsors (Appendix S) and community partners, we will create awareness of a good public image that is reliable and one of an organization that a company would want to work with again. To measure the effectiveness of the sponsor comment cards (Appendix T) we will measure the immediate feedback from the answers on the comment cards. Measuring awareness of the sponsor comment cards will be determined by how many are completed and evaluated. Taking sponsors thoughts, concerns, and suggestions will help increase awareness with sponsors and participants for the next year or event. The questions on the comment cards will gauge whether or not the sponsors feel as though their donations are appreciated, measuring the effectiveness of the banner, logos placed on T-shirts, and the thank-you letter.

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Conclusion The Jean Dean Reading Is Fundamental Truel Watts Ride to Read Poker Run can benefit greatly by implementing the strategies and tactics suggested in this campaign proposal. We believe the implementation of this campaign will increase funds generated by the event as well as the overall awareness of the event, and improve the overall awareness of the JDRIF’s mission. Tactics were created based on results of a survey conducted to gain information about the opinions and actions of motorcycle enthusiasts. The tactics aim to maximize the number of participants at the event, increase the number of satisfied event sponsors, and to have a positive effect on the attitudes of volunteers towards the event. Implementation of this campaign will allow JDRIF to build and expand upon prior years’ events, keeping record of what works and what does not. The poker run has the potential to grow from year to year, and this campaign will assist in the development and betterment of future events. On the basis of the research findings and our public relations knowledge, it is recommend that JDRIF use the tactics designed to improve the Truel Watts Ride to Read Poker Run and increase the overall awareness of the mission of JDRIF.

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Bibliography

Bobbitt, R., & Sullivan, R. (2009). Developing the Public Relations Campaign: A Team Based Approach. Boston, MA: Pearson Education, Inc.

Dozier, D. (1990). The Innovation of Research in Public Relations Practice: Review of a

Program of Studies. Public Relations Research Annual, 23. Retrieved from Communication & Mass Media Complete database.

Ingenuity, Inc. (2010, March 12). Business at a Glance. Retrieved from the Opelika

Economic Development website: http://www.opelika.org/Default.asp?ID=326 Jean Dean Reading is Fundamental. (2010, April 14). Jean Dean Reading is

Fundamental website: http://www.jeandeanrif.org Leathers, D., & Eaves, M. (2008). Successful Nonverbal Communication: Principles and

Applications. Boston, MA: Pearson Education, Inc.

Jean Dean RIF Truel Watts Ride to Read Poker Run Page 1/1

Public Service Announcement 24 daysPromo Flier 53 daysSponsorship Form 77 daysRegistration Form 43 daysBook Donation Box 10 daysPowerPoint Presentation 96 daysSave the Date FAQ 57 daysPress Release 1 9 hrsFinal Press Release 9 hrsHire Intern 87 daysParticipant Comment Card 9 hrsProgram of Events 9 hrsSend 'Save the Date' Postcards 9 hrsSpeak to local organizations 116 daysVolunteer Appreciation Meeting 1.5 hrsCreate Thank You Banner 1 daySponsor Thank You Letter 9 hrsSponsor Comment Card 9 hrsWeb site Promotions 117 days

Name Duration % Assigned January 2010 February 2010 March 2010 April 2010 May 2010 June 2010 July 20101 3 10 17 24 31 7 14 21 28 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25

Public Service Announcement

Promo Flier

Sponsorship Form

Registration Form

Book Donation Box

PowerPoint Presentation

Save the Date FAQ

Press Release 1

Final Press Release

Hire Intern

Participant Comment Card

Program of Events

Send 'Save the Date' Postcards

Speak to local organizations

Volunteer Appreciation Meeting

Create Thank You Banner

Sponsor Thank You Letter

Sponsor Comment Card

Web site Promotions

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Potential Participant Survey Results

Survey Results How much would you be willing to pay to participate in a poker run?

13 o $25-$35 4 o $35-$45 5 o $45-$55

 Would you be willing to pay $5 extra for: (check all that apply)

19 o T-shirt 11 o Raffle tickets 13 o Food

 Are you a member of a biking club?

7 o Yes 15 o No

How often do you participate in poker runs? 2 o Once every few years 5 o Once a year 8 o Multiple times a year 5 o Every chance I get 2 N/A

 How do you find out about biking events? (check all that apply)

5 o Radio 6 o Bike Club 16 o Motorcycle Store 7 o Internet 4 o Other: (2) friends, driving by, magazines

 Where do you shop for motorcycle accessories? (check all that apply)

22 o Motorcycle shops (Harley Davidson, Yamaha, etc.) 7 o Websites (please specify: eBay, Dennis Kirk) 2 o Superstores (Wal-Mart) 0 o Other___________________

Please select your age group: 0 o 25 and under 4 o 26-35 6 o 36-45

10 o 46-55 2 o 56-65 0 o 65 and over

Please select your gender:

11 o Male 9 o Female

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Jean Dean

Reading Is Fundamental P.O. Box 848 Opelika, AL

(334) 749-5631 www.jeandeanrif.org

Page 1 of 2 June 6-11, 2010 60 seconds

SOUND: MOTORCYCLE ENGINE REVVING UP _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ ANNOUNCER: Do you want to have a great time while helping Alabama’s youth learn to

read?

MAN: Well who wouldn’t? But how can I do that?

ANNOUNCER: Well, this Saturday at the Big Swamp Harley Davidson in Opelika at 9

a.m. is the Jean Dean Reading is Fundamental annual Ride to Read Poker

Run where Motorcycle riders can enjoy a day of riding in the

Auburn/Opelika area while collecting cards toward a poker hand. At the

end of the ride, the rider with the winning hand will win the grand prize!

And all the proceeds go to continuing the work of Jean Dean RIF, an

!"#$%&'($)*+),&-.&$/0)*+)1.%&'%)*2)3$($456).)7,8)9.:'5)8;;5<;%$=$;&))

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organization that provides at-risk young children more than 75,000 books

to more that 25,000 at-risk young children across Alabama each year.

Page 2 of 2

MAN: Wow! How do I sign up?

ANNOUNCER: To participate or make a donation, visit www.jeandeanrif.org and click

the “Ride to Read” link. A $35 donation covers one poker hand, a T-shirt

and lunch, $40 covers three poker hands, a T-shirt and lunch and $15

covers a passenger, who will also receive a T-shirt and lunch.

MAN: I’ll see you there!

SOUND: MOTORCYCLE ENGINE FADING OUT _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

END )

                                                   Jean Dean RIF is the largest RIF project in the nation serving pre-schoolers. Each year over 25,000 at-risk young children receive 3 books

each through this partnership of volunteers. For most of these children RIF books are the FIRST and ONLY books in their homes!

Thanks in advance for helping kids get books!! *Liability  Release-­‐  In  signing  this  form  I  acknowledge  this  is  a  high  risk  event  and  release  Kiwanis  (including  Jean  Dean  RIF/Kiwanis),  Big  Swamp  Harley-­‐Davidson,  all  event  sponsors  and  their  Officers,  agents,  employees  and  sponsors  from  any  and  all  damages,  claims,  demands,  costs,  or  expenses  relating  to  injury  of  any  persons  or  any  property  which  I  sustain  or  which  I  may  cause  by  reason  of  participating  in,  or  in  connection  with  this  event.    *Covenant  not  to  sue  and  waiver  of  subrogation-­‐  I  further  agree  that  I  will  never  sue  Kiwanis  (including  Jean  Dean  RIF/Kiwanis),  and  Big  Swamp  Harley-­‐Davidson,  nor  any  event  sponsor,  for  any  injury  or  damage  I  suffer  or  cause,  which  whether  known  now  or  which  may  develop  in  the  future.    *I  expressly  agree  to  indemnify  and  hold  Kiwanis  (including  Jean  Dean  RIF/Kiwanis)  and  Big  Swamp  Harley-­‐Davidson,  and  all  event  sponsors,  harmless  from  any  liability  whatsoever,  including  court  costs  and  attorneys  fees  arising  with  Respect  to  such  actions.    I  also  am  waiving  the  rights  of  recovery  from  Kiwanis  (including  Jean  Dean  RIF/Kiwanis)  and  Big  Swamp  Harley-­‐Davidson,  and  all  event  sponsors  from  any  insurance  carrier  for  any  claims  they  may  pay  on  my  behalf.    *I  further  state  that  I  have,  and  will  maintain  liability  insurance  on  the  bike  I  will  use  in  this  event.    *I  signify  by  signature  that  I  have  read  and  understand  the  agreements  and  will  abide  by  all  rules  of  Kiwanis  (including  Jean  Dean  RIF/Kiwanis)  and  Big  Swamp  Harley-­‐Davidson.  -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐  

Truel Watts Ride To Read Poker Run June 12, 2010  

REGISTRATION FORM

Mail this form & your check payable to Jean Dean RIF, PO Box 848, Opelika, AL 36803-0848    _____ $35 enclosed for one bike registration includes one hand of poker T-shirt size: _______ _____ $15 passenger registration enclosed Extra T-shirt size: _______ _____ $5 per additional poker hand _____ $5 for extra T-shirt **Deduct -$5 for each person if registering before May 24

_____ TOTAL AMOUNT ENCLOSED Name of Biker: ________________________ Name of Passenger: _________________________ Address: ________________________________________________________________________ City: ____________________ State: ________ Zip: __________ Phone: ( ) ____________ E-mail address: ____________________________________ Signature:__________________________ Passenger Signature: __________________________  

JEAN DEAN RIFBOOK DROP OFF

THANK YOU FOR SUPPORTING CHILDREN’S LITERACY!

4/26/10 

1 

Jean Dean  Reading Is Fundamental

Children need books in their homes to learn how to read.

Our Mission:

To put quality, age appropriate books into the hands and homes of at-risk young children

before they start kindergarten

About Jean Dean RIF

•  Cooperative effort of Kiwanians and other “friends of Kiwanis and at-risk young children”

•  Founded in 1991

•  Started by Alabama Kiwanis Gov. Joe Dean (’90-’91), as a part of the Kiwanis International Young Chlidren (0-5): Priority One Project

•  The project is named after Joe Dean’s wife, Jean Torbert Dean, who passed away in 1990

Jean Dean RIF Quick Facts:

•  Provides more than 75,000 quality, age-appropriate books to more than 25,000 at-risk young children in Head Starts, Even Starts, state sponsored daycares and early intervention sites in every county in Alabama every year

•  Made an in-kind donation since ‘91 of more than $9 million to programs served

•  Largest RIF project in the nation serving pre-schoolers

4/26/10 

2 

Jean Dean RIF Makes a Difference

The main benefits of projects are: 1.  Important people coming into the centers

and showing children they care about them and reading

2.  Putting books in the homes allows family literacy

3.  The in-kind donation greatly increases other benefits available to the children and families served

What You Can Do to Help Jean Dean RIF

 Volunteer to read to the kids at book distributions

 Conduct a fund raiser to help provide books

 Encourage an organization you are a member of to help support Jean Dean RIF with volunteers and funding

 Volunteer at the Jean Dean RIF warehouse packing books or organizing

Jean Dean RIF Annual Main Event

•  Each year Jean Dean RIF partners with Big Swamp Harley Davidson for Truel Watts Ride to Read poker run

•  Ride to Read is named after Kiwanis member Truel Watts, long time supporter of Jean Dean RIF and an active motorcyclist

Jean Dean RIF Contact

•  Cathy Dean Gafford, Director – 1105 Fitzpatrick Avenue, Opelika, AL – 334-749-5631

•  www.jeandeanrif.org

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)Jean Dean

Reading Is Fundamental P.O. Box 848 Opelika, AL

(334) 749-5631

News Release FOR IMMEDIATE RELEASE June 5, 2010

FOR MORE INFORMATION, CONTACT: Cathy Dean Gafford

Executive Director Office: (334) 749-5631

Fax: (334) 741-0510 [email protected]

JEAN DEAN RIF HOSTS 4TH ANNUAL RIDE TO READ

The 2010 Truel Watts Ride to Read Poker Run is scheduled for June 12 and will benefit

Jean Dean Rif in Opelika, Ala. Proceeds from the event will help provide books to more than

25,000 kids this year, 90 percent of whom don’t have another book in their home.

“The Poker Run encourages motorcycle riders to use their hobby for good, while having

fun in the process,” said Cathy Gafford, Jean Dean RIF’s Executive Director.

During the Poker Run, participants will visit five stations; each sponsored by a local

business, and draw a playing card at each. The rider with the best poker hand at the final stop

will win a grand prize. This year’s prize, donated by Big Swamp Harley-Davidson, will be a

leather jacket.

- More -

The Poker Run will begin at Big Swamp Harley-Davidson, 1201 Fox Run Parkway in

Opelika, at 9 a.m. with registration. The first bike will leave at 9:30 on its way to the first stop

and the last rider is expected to arrive back at Big Swamp at 1 p.m.

During the event, Outback Steakhouse will be catering lunch. Riders will also be able to

participate in a silent auction, enjoy bike games and take advantage of discounts at Big Swamp.

To participate or make a donation, visit www.jeandeanrif.org and clicking the “Ride to

Read” link. A $35 donation covers one poker hand, a t-shirt and lunch, $5 will cover each

additional poker hand, $15 covers a passenger and lunch and an extra T-shirt will cost $8.

Registration before May 24, 2010, will allow riders to deduct $5 from the total cost of the event.

RIF’s Ride to Read was begun by RIF Advisory Board member, Truel Watts. After his

death, the event was renamed the Truel Watts Ride to Read to honor the Past Kiwanis Governor.

Now held annually in Opelika, Advisory Board member Sylvia Watts assists with the event.

Jean Dean RIF is the largest RIF project in the nation and provides more than 75,000

books to more than 25,000 at-risk young children in Head Starts, Even Starts, state sponsored

daycares and early intervention sites across Alabama each year. Jean Dean RIF was started in

1990 by Cathy Dean Gafford, Director of Jean Dean RIF, and her father, Joe Dean, as a part of

the Kiwanis International Young Children (0-5): Priority One Project and is named in honor of

Dean’s wife, Jean Torbert Dean.

###

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)Jean Dean

Reading Is Fundamental P.O. Box 848 Opelika, AL

(334) 749-5631

News Release FOR IMMEDIATE RELEASE June 5, 2010

FOR MORE INFORMATION, CONTACT: Cathy Dean Gafford

Executive Director Office: (334) 749-5631

Fax: (334) 741-0510 [email protected]

RIDE TO READ EVENT RAISES $5,000 FOR JEAN DEAN RIF

The 2010 Truel Watts Ride to Read Poker Run is held annually to benefit Auburn’s Jean

Dean Reading is Fundamental (RIF). This year’s event brought in a record breaking amount of

money for the organization that provides books to at-risk preschoolers.

On June 12, motorcycle riders came to Auburn from across the state and surrounding

areas to participate in a 60 mile poker run, which began at Big Swamp Harley Davidson and

traveled to Chewacla State Park, Lee County Lake and Shelton Fireworks. The riders also

enjoyed a lunch at Big Swamp provided by Outback Steakhouse.

Also during the event, a silent auction was held. Several items, including a four day trip

to Panama City Beach, were auctioned off. All the proceeds will go to continuing Jean Dean

RIF’s work.

- More -

Jean Dean RIF’s Ride to Read 2 – 2 – 2 )

)

Sponsors of the event included Davis-Dyar, Flowers Baking Company, M&M Trucking,

Opelika-Auburn News and Thompson Carriers, among others.

Volunteers from the Kiwanis Clubs of Opelika, Auburn and Greater Auburn, Circle K

groups from Auburn University and Southern Union Community College, Xi Beta Iota chapter

of Beta Sigma Phi, the Opelika-Auburn News and other local organizations helped with the

event.

RIF’s Ride to Read was begun by RIF Advisory Board member, Truel Watts. After his

death, the event was renamed the Truel Watts Ride to Read to honor the Past Kiwanis Governor.

Now held annually in Opelika, Advisory Board member Sylvia Watts assists with the event.

Jean Dean RIF is the largest RIF project in the nation and provides more than 75,000

books to more than 25,000 at-risk young children in Head Starts, Even Starts, state sponsored

daycares and early intervention sites across Alabama each year. Jean Dean RIF was started in

1990 by Cathy Dean Gafford, Director of Jean Dean RIF, and her father, Joe Dean, as a part of

the Kiwanis International Young Children (0-5): Priority One Project and is named in honor of

Dean’s wife, Jean Torbert Dean.

###

Auburn university intern coordination contact

information Dr. Susan Waters - Associate Professor (334) 844-2768 [email protected] Terri Knight - Graduate Teaching Assistant [email protected] Dr. Brigitta Brunner – Associate Professor (334) 844-2755 [email protected] Ric Smith - Internship Coordinator (334) 844-2757 [email protected]

Save the date...

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THANK YOU FOR SUPPORTING

JEAN DEAN READING IS FUNDAMENTAL!

WITHOUT YOUR HELP,WE WOULD NOT BE SUCCESSFUL!

Objective 3, Strategy 1, Tactic 3              

Jean Dean Reading is Fundamental P.O. Box 848

Opelika, AL 36803-0848   

 June 16, 2010  1201 Fox Run Parkway Opelika, AL  36801‐5908   Dear Cindy McCarty:  On behalf of Jean Dean Reading is Fundamental, I would like to thank you for being a chrome sponsor of the Truel Watts Ride to Read Poker Run. Your commitment to helping the fight against illiteracy in our community is sincerely appreciated.  Each year, Jean Dean Reading is Fundamental continues to put quality, age‐appropriate books into the hands and homes of at‐risk young children before they start kindergarten. Jean Dean RIF provides more than 75,000 quality books to more than 25,000 at‐risk young children in every county in Alabama, every year.   With the help of donations from supporters such as you, we will continue to see improvements in literacy rates across the state of Alabama.   Thanks again for your generous support of our efforts to fight against illiteracy.   Best wishes,   Cathy Gafford Director, Jean Dean Reading is Fundamental    

Thank you for sponsoring the Truel Watts Ride to Read Poker Run!

The event could not have been a success without your support. We would appreciate it if you could take a few minutes to answer the following questions so that we may better serve you in the future.

Do you feel that you received an appropriate amount of recognition for your donation and support?Yes No

Do you feel that you are appreciated by Jean Dean Reading is Fundamental?Yes No

Do you feel that your donation is appreciated by Jean Dean Reading is Fundamental?Yes No

Do you feel informed of the cause to which you are donating to?Yes No

Do you agree with the mission and purpose of JDRIF?Yes No

Would you be likely to sponsor the Truel Watts Ride to Read Poker Run in future years?Yes No

Do you have any comments and/or suggestions on how we can improve our event and sponsorships?If so, please comment here:__________________________________________________________________________________________________________________________________________________________________________________________________________________________

We deeply appreciate your continued support. Thank you for taking the time to fill out this card. Sincerely, Jean Dean RIF

Media Contacts Major Media Contacts in Alabama Members: Alabama Broadcasters Association-Sharon Tinsley [email protected] Alabama Public TV - Lori Cummings [email protected] Alabama Republican Party [email protected] Alabama State University--Karen Brown [email protected] Alabama State University--Marcus Hyles [email protected] Alabama State University--News Director--Shed Johnson [email protected] Associated Press - Ben Evans [email protected] Associated Press - Bob Johnson [email protected] Associated Press - Desiree Hunter [email protected] Associated Press - Jay Reeves [email protected] Associated Press - Karen Weaver [email protected] Associated Press - Montgomery [email protected] Associated Press - Phil Rawls [email protected] Associated Press Atlanta South Regional Office [email protected] Bessemer - The Western Tribune [email protected] Birmingham - Reuters - Peggy Gargis [email protected] Birmingham ABC 33/40 [email protected] Birmingham Fox 6- News Tip [email protected] Birmingham NBC 13 - Newstip [email protected] Birmingham NBC 13 - Roy Wood [email protected] Birmingham NBC 13 - Shannon Delcambre [email protected] Birmingham News - Bob Blalock [email protected] Birmingham News - Chuck Dean [email protected] Birmingham News - Dave White [email protected] Birmingham News - Dave White [email protected] Birmingham News - Dave White2 [email protected] Birmingham News - Kim Chandler [email protected] Birmingham News - Kim Chandler [email protected] Birmingham News - Maria Leech [email protected] Birmingham News - Martin [email protected] Birmingham News - Phil Pierce [email protected] Birmingham News - Sherri Goodman [email protected] Birmingham News-Mary Orndorff [email protected] Birmingham WIAT CBS 42 [email protected] Bloomberg - Kathleen Edwards [email protected] Bond Buyer Daily [email protected] [email protected] [email protected] Decatur Daily - MJ Ellington [email protected] Decatur Daily - MJ Ellington [email protected] Dothan Eagle - Kendall Clinton [email protected] Dothan WDHN - Ken Curtis [email protected] Dothan WTVY - Reginald Jones [email protected] Governor's Press Office [email protected] Governor's Website [email protected] Huntsville News Wire [email protected] Huntsville Times - Bob Lowry [email protected] Huntsville Times - John Ehinger [email protected] Huntsville WAAY Newsroom [email protected] Huntsville WHNT TV - Claire Aiello [email protected]

Lauren Bethune [email protected] Media General - Amy Dominello [email protected] Metro Networks - David Perry [email protected] Mobile Press Register [email protected] Mobile Press Register - George Altman [email protected] Mobile Press Register - George Talbot [email protected] Mobile Press Register- Steve Joynt [email protected] Mobile Press-Register - Brian Lyman [email protected] Mobile WKRG - Pat Peterson [email protected] Montgomery Advertiser - Jenn Rowell [email protected] Montgomery Advertiser - Jill Nolin [email protected] Montgomery Advertiser - Ken Hare [email protected] Montgomery Advertiser

[email protected] Montgomery Advertiser - Markeshia Ricks [email protected] Montgomery Advertiser - Rick Harmon [email protected] Montgomery Advertiser - S. Kitchen [email protected] Montgomery Advertiser - Scott Johnson [email protected] Montgomery Advertiser - Wanda Lloyd [email protected] Montgomery WAKA - Adam Thomas [email protected] Montgomery WAKA - Becky Hoyt [email protected] Montgomery WAKA - Gabe Moore [email protected] Montgomery WAKA - Krystal Littlefield [email protected] Montgomery WNCF ABC32 [email protected] Montgomery WSFA - Bob Howell [email protected] Montgomery WSFA - Daniel Curtis [email protected] Montgomery WSFA - Desmond Wingard [email protected] Montgomery WSFA - Jennifer Oravet [email protected] Montgomery WSFA - Mark Bullock [email protected] Montgomery WSFA- Vince Hodges [email protected] Montgomery WSFA--Eileen Jones [email protected] Montgomery WVAS - Jackie Amis [email protected] Montgomery WVAS - Tana Jackson Shealey [email protected] National Public Radio - Russell Lewis [email protected] NY Times Regional Newspapers [email protected] Pam Segars-Morris [email protected] Photos - AL.com [email protected] Raycom Media [email protected] Reuters - Melinda Dickinson [email protected] Reuters - Verna Gates [email protected] The Alabama Baptist--Managing Editor--Jennifer Rash [email protected] The Alabama Baptist--Sondra Washington [email protected] Montgomery Area Media Contacts Members: Associated Press - Bob Johnson [email protected] Associated Press - Montgomery [email protected] Associated Press - Phil Rawls [email protected] Associated Press Atlanta South Regional Office [email protected] Governor's Press Office [email protected] Governor's Website [email protected] Ken Hare--Montgomery Advertiser [email protected] Millbrook Independent-newsroom [email protected]

Montgomery - WHHY [email protected] Montgomery - WLWI [email protected] Montgomery - WNZZ [email protected] Montgomery Advertiser - Letters [email protected] Montgomery Advertiser - Jenn Rowell [email protected] Montgomery Advertiser - Jill Nolin [email protected] Montgomery Advertiser - Kym Klass [email protected] Montgomery Advertiser - Markeshia Ricks [email protected] Montgomery Advertiser - Marty Roney [email protected] Montgomery Advertiser - Rick Harmon [email protected] Montgomery Advertiser - S. Kitchen [email protected] Montgomery Advertiser - Scott Johnson [email protected] Montgomery Advertiser - Wanda Lloyd [email protected] Montgomery- Clear Channel Radio [email protected] Montgomery WACV - Bob Jackson [email protected] Montgomery WAKA - Adam Thomas [email protected] Montgomery WAKA - Becky Hoyt [email protected] Montgomery WAKA - Danielle Fortner [email protected] Montgomery WAKA - Gabe Moore [email protected] Montgomery WAKA - Krystal Littlefield [email protected] Montgomery WAKA - Marcus Cooper [email protected] Montgomery WAKA - News Dir. [email protected] Montgomery WAKA - Stephanie Terrell [email protected] Montgomery WBAM - Bob Jackson [email protected] Montgomery WJWZ - Bob Jackson [email protected] Montgomery WMRK - Bob Jackson [email protected] Montgomery WMSP - Program Director [email protected] Montgomery WNCF ABC32 [email protected] Montgomery WQKS - Bob Jackson [email protected] Montgomery WSFA - Bob Howell [email protected] Montgomery WSFA - Daniel Curtis [email protected] Montgomery WSFA - Desmond Wingard [email protected] Montgomery WSFA - Eileen Jones [email protected] Montgomery WSFA - Jeff Harrison [email protected] Montgomery WSFA - Jennifer Oravet [email protected] Montgomery WSFA - Kim Hendrix [email protected] Montgomery WSFA - Mark Bullock [email protected] Montgomery WSFA - Sally Pitts [email protected] Montgomery WSFA - Valorie Lawson [email protected] Montgomery WSFA--AM Executive Producer--Bethany Wales [email protected] Montgomery WSFA-Assignment Manager--Vince hodges [email protected] Montgomery WSFA--News Director--Scott Duff [email protected] Montgomery WSFA--Today in Alabama Producer--Matt Stanley [email protected] Montgomery WSFA--Today in Alabama Staff [email protected] Montgomery WSFA--WSFA.COM Producer--John Shryock [email protected] Montgomery WVAS - Jackie Amis [email protected] Montgomery WVAS - Tana Jackson Shealey [email protected] Prattville Progress [email protected] River Region's Gazette [email protected] Troy University - Student Newspaper [email protected] Troy WTJB - Fred Azbell [email protected] TroyUniversity - Aaron Taylor [email protected] Wetumpka Herald - David Goodwin [email protected] Wetumpka Herald - Kevin Taylor [email protected] Wetumpka Herald - Kim Price [email protected] Wetumpka Herald - Peggy Blackburn [email protected]

Wetumpka Herald-newsroom [email protected] Columbus/Auburn Area Media Contacts Members: Associated Press - Montgomery [email protected] Associated Press Atlanta South Regional Office [email protected] Auburn Plainsman - Editor [email protected] Auburn Plainsman - Natalee Wade [email protected] Auburn Plainsman - News [email protected] Auburn WANI - Andy Burcham [email protected] Auburn WANI - Tracy Ledbetter [email protected] Auburn WAUD [email protected] Auburn WEGL [email protected] Columbus Ledger-Enquirer Erin Simpson [email protected] Columbus WRBL - Anthony Weaver [email protected] Columbus WRBL - Ashley Ball [email protected] Columbus WRBL - Kelly O'Connell [email protected] Columbus WRBL - News [email protected] Columbus WRBL - Tiffany Simmons [email protected] Columbus WTVM - Elizabeth White [email protected] Columbus WTVM - News [email protected] Columbus WTVM - News Tip [email protected] Governor's Press Office [email protected] Governor's Website [email protected] Metrosource - Don Dornberg [email protected] Mike Hubbard [email protected] Opelika-Auburn News [email protected] Opelika-Auburn News - Amy Weaver [email protected] Opelika-Auburn News - Editors [email protected] Opelika-Auburn News - Jamie Lakin [email protected] Opelika-Auburn News - Katie Stallcup [email protected] Opelika-Auburn News [email protected] Radio Station Contacts in Alabama Members: Abbeville – WIZB [email protected] Alabama Public Radio - Montgomery [email protected] Alabama Public Radio - Tuscaloosa [email protected] Albertville – WQSB [email protected] Albertville - XBK AM [email protected] Andalusia - WAAO FM [email protected] Annistion - WDNG 1450 [email protected] Anniston – WGRW [email protected] Anniston - WHMA [email protected] Anniston WJXS - Kenny Callahan [email protected] Arab - WAFN [email protected] Arab - WRAB [email protected] Arab – WWGC [email protected] Attalla - KXX FM [email protected] Auburn – WAUD [email protected] Auburn - WEGL [email protected] Baldwin Co. Radio [email protected]

Birmingham - COX Radio - Julius White [email protected] Birmingham - COX Radio - Reginald Greene [email protected] Birmingham - WERC [email protected] Birmingham - WERC [email protected] Birmingham – WJLD [email protected] Birmingham - WJOX [email protected] Birmingham - WSPZ AM [email protected] Birmingham - WZZK [email protected] Birmingham Cox Radio Urban [email protected] Birmingham MetroSource Radio News [email protected] Birmingham WERC 960 AM - News Director [email protected] Birmingham WERC AM 960 [email protected] Birmingham- WERC-AM [email protected] Birmingham- WPSB-AM [email protected] Birmingham ZZK [email protected] Brent/ Centreville- WBIB-AM [email protected] Brewton - WEBJ [email protected] Brookwood - WRTR [email protected] Centre – WEIS [email protected] Crestview - WXEI [email protected] Cullman - WKUL [email protected] Daleville - WLDA [email protected] Decatur - WDRM [email protected] Decatur - WRSA [email protected] Destin - WNWF [email protected] Dothan – WDJR [email protected] Dothan – WDYF [email protected] Dothan - WOOF AM [email protected] Dothan - WOOF FM [email protected] Dothan - WOOF FM [email protected] Dothan - WTVY [email protected] Dothan- WWNT-AM [email protected] Eutaw - WQZZ [email protected] Fairhope - WZEW [email protected] Fayette – WLDX [email protected] Florence – WQLT [email protected] Florence - WYTK [email protected] Florence- WBCF-AM [email protected] Florence- WYTK-FM [email protected] Foley- WHEP-AM [email protected] Fort Walton Beach – WFTW [email protected] Fort Walton Beach – WKSM [email protected] Fort Walton Beach - WZNS [email protected] Gadsden - WAAX [email protected] Gadsden - WAAX AM [email protected] Gadsden - WTBB [email protected] Glenco – WGMZ [email protected] Greenville - WKXN [email protected] Greenville - WQZX [email protected] Greenville- WGYV-AM [email protected] Guntersville – WGSV [email protected] Homewood - WBPT [email protected] Huntsville - WEUP [email protected] Huntsville - WJAB [email protected] Huntsville - WVNN [email protected] Kay - WVSM [email protected]

Madison- WBHP-AM [email protected] Madison- WHOS-AM [email protected] Marianna – WJNF [email protected] Marianna – WTYS [email protected] [email protected] [email protected] Milton - WEBY [email protected] Milton - WXBM [email protected] Minette - WNSP [email protected] Mobile - Clear Channel Radio [email protected] Mobile - WABB Chris Michaels [email protected] Mobile - WKSJ [email protected] Mobile - WMDB [email protected] Mobile - WNSP [email protected] Mobile WBHY AM, FM [email protected] Mobile- WDLT-AM [email protected] Mobile- WNSP-FM [email protected] Mobile- WPMI-AM [email protected] Montgomery - WACV [email protected] Montgomery - WHHY [email protected] Montgomery - WLWI [email protected] Montgomery - WLWI-AM [email protected] Montgomery - WNZZ [email protected] Montgomery - WQKS [email protected] Montgomery- Clear Channel Radio- Taylor Bryant [email protected] Montgomery- WACV-AM [email protected] Moody - WURL [email protected] Moulton - WEUP [email protected] Niceville - WNCV [email protected] Northport- WMFT-FM [email protected] Opp - WAMI [email protected] Opp - WOPP [email protected] Oxford - WANA [email protected] Oxford - WTDR [email protected] Ozark - WRJM FM - Operations Manager [email protected] Ozark- WRJM-FM [email protected] Pensacola - WJLQ [email protected] Pensacola - WMEZ [email protected] Pensacola - WPCS [email protected] Pensacola - WUWF [email protected] Pensacola - WYCT [email protected] Robertsdale - WNSI AM [email protected] Selma - WHBB [email protected] Sheffield - WBTG [email protected] Sheffield WYEA AM [email protected] Sylacauga- WFEB-AM [email protected] Tallasee-WTLS-AM [email protected] Tallassee Radio WACQ/WQSI [email protected] Thomasville - WJDB [email protected] Trinity - WWSB [email protected] Troy - WRWA [email protected] Troy- WTBF-AM [email protected] Tullahoma - WHRP [email protected] Tuscaloosa - WTBC [email protected] Tuscaloosa - WTUG [email protected] Tuscaloosa-WTBC-AM [email protected] Tuscumbia – WLAY [email protected]

Tuscumbia - WZZA [email protected] Valley Head - WQRX [email protected] Vernon - WVSA [email protected] Warrior - WBHK [email protected] Winfield - WKXM [email protected]

Contact List

Dr. Susan Waters - Associate Professor (334) 844-2768 [email protected] Terri Knight - Graduate Teaching Assistant [email protected] Kelly Young (404) 358-5706 [email protected] Kelsey Ware (256) 797-8849 [email protected] Elizabeth Mahaney (334) 221-9394 [email protected]