Client Background

Egleston Children’s Health Care System and Scottish Rite Medical Center came together

to form Children’s Healthcare of Atlanta in 1998. Caring for more than half a million patients

each year, Children’s is the largest pediatric provider in Georgia and has also been recognized as

one of the largest pediatric systems in the country. Children’s Healthcare of Atlanta developed a

single priority and that was children and families. In 2006, Children’s assumed responsibility for

managing all services at Hughes Spalding Children’s Hospital, which eventually grew into three

more hospitals and 17 neighborhood locations (http://www.choa.org/About-Childrens/Childrens-

History). These neighbor facilities include the Marcus Autism Center, four Immediate Care

Centers and facilities that offer primary care, sports medicine, rehabilitation and surgical services

(http://www.choa.org/about-childrens). All of these actions were taken to better meet the needs

of the community.

At Children’s the leadership roles fall under three different categories. The first category

is the Senior Leadership Team. The members of the Senior Leadership Team are responsible for

all activities of the organization, ensuring that Children’s is staying true to its mission, vision and

values, and developing and executing a strategy for doing so (http://www.choa.org/About-

Childrens/Leadership-Teams). The Senior Leadership Team was implemented to help Children’s

stay true to it’s mission and if there is ever a time when the vision of Children’s gets off track,

this team will be there to strategize a way to bring the vision back. The second group of

leadership offered at Children’s is the Board of Trustees. The board of trustees is considered the

governing body of Children’s. The board of trustees is made up by voluntary community leaders

who share a commitment to serving the community by enhancing the lives of children

(http://www.choa.org/About-Childrens/Leadership-Teams). The third group of leadership

offered at Children’s is the Foundation Board of Trustees. The Foundation Board of Trustees is

considered the governing body of the Children’s Foundation. The Foundation Board of Trustees

dedicates themselves to bringing hope and happiness to children by raising money and using

volunteers in support of our pediatric healthcare system

(http://www.choa.org/About-Childrens/Leadership-Teams).

Enhancing the lives of children through excellence in patient care, research and education

is what Children’s strives for. The treatments offered at Children’s range from a minor injury to

chemotherapy treatments. Whether it is a minor injury or chemotherapy each child is treated

with the best and more serious care.

The mission at Children’s is to enhance the lives of children through excellence in patient

care, research and education. Children’s vision is to transform pediatric healthcare and be the

leading voice for the health of Georgia’s children (http://www.choa.org/About-Childrens).

Children’s key values:

• Integrity—Being honest, ethical and committed to all we do

• Respect —Appreciating all people, work and ideas

• Nurturing—Fostering the care, growth and development of the individual

• Excellence—Delivering the highest level of care and service

• Teamwork—Working together to achieve our goals

(http://www.choa.org/About-Childrens)

SWOT Analysis

Strengths:

Children’s is unique due to its excellence in patient care, research and education.

Approximately one hundred and fifty doctors, which is more than any other hospital in Georgia,

are included among the nation’s best doctors as listed by Best Doctors in America®. Not only

does Children’s have some of the best doctors in America but is also the pediatric physician-

teaching site for Emory University School of Medicine and Morehouse School of Medicine.

Children’s is unique due to the wide variety of services they offer. The services offered range

from clinical services working with cardiology, radiology, sports medicine and surgery to

support services such as child life, gift shops, social work and volunteers. It doesn’t stop there;

Children’s also offers conditions or procedure services such as working with children with

asthma, ear tubes, liver failure and X-rays. The services offered at Children’s are abundant. The

efforts at Children’s have been noticed through many awards and recognitions. Parents

magazine and U.S. News & World Report have recognized Children’s expertise and ranked them

as one of the top pediatric hospitals in the country. Fortune magazine has included Children’s on

its elite list of “100 Best Companies to Work For” for five consecutive years

(http://www.choa.org/About-Childrens/Awards-and-Recognition).

Weaknesses:

Community outreach is a weakness that Children’s struggles with. Often times there is

the misconception that Children’s only treats young children. Children’s is recognized for their

care for young children and teens. With an increase in community outreach small misconceptions

like this could be avoided.

Young moms are a public that should be addressed more than it has previously been

done. These moms are young and might not be familiar with the best children’s hospital in their

community. This public should be more formally targeted because many of these young moms

are left wondering where to take their child when they are ill due to the fact that information has

not be properly available for them. Children’s Healthcare of Atlanta needs to increase awareness

among mothers with young children, new mothers and also increase media coverage. The new

products and services offered within Children’s often times goes unnoticed due to the lack of

media coverage. Increasing media coverage would help reach out to all audiences, especially

young moms, who watch TV or are constantly searching the web. It will better inform all of

Children’s publics.

Opportunity:

The current opportunity is to increase awareness of Children’s Healthcare of Atlanta.

From increasing awareness of Children’s, publics such as moms with young children and young

moms will become better informed about what Children’s has to offer and more likely bring their

children there when they are ill or injured. As a young mom, their awareness and involvement of

Children’s may vary depending on how much research they have done or the influential figures

in their life. It is likely that these young moms do not have any opinions about Children’s

because they are uninformed about what Children’s can offer them and their family. Reaching

out to young moms could potentially benefit Children’s as well as these young moms looking for

a reliable and safe place to take their children when they are ill.

Threats:

Other local children’s hospitals and other hospitals in general may pose a threat because

they are competition to Children’s. Young moms are a public that must be dealt with in a delicate

manner. Reaching out to young moms must be done in a sensitive and non-judgmental way. If

these young moms feel like they are being targeted for being young they might interpret

Children’s reaching out as a way of considering them uneducated and these emotions could lead

them to shut Children’s out completely. In order to successfully reach out to young moms, it

must be done in a “neutral” way so these young moms feel like this information is being

delivered to all mothers. The best way to prevent these issues is through increasing awareness

through media coverage. This generation, most teenagers to young adults are consistently on the

Internet searching, updating on Twitter or Facebook or blogging. Increasing media coverage

through mediums that these young moms use on a daily basis could prevent any issues that could

stem from messages seeming to be judgmental as well as reach out and comfort these young

moms by providing them with answers to questions and valuable information.

Intended Publics:

1. Young moms

2. Media

3. Moms with young children

4. Potential pediatricians

Specific Goals and Objectives

Goal 1: To increase awareness of Children’s Healthcare of Atlanta

Objective 1: To increase awareness among young moms and new mothers of CHOA’s services

by 25% by January 2012.

Tactic 1: Website revisions

Tactic 2: Fact sheet about CHOA services

Tactic 3: Facebook and Twitter updates and engagement

Tactic 4: Feature story and pitch of child who came to CHOA and got better

Tactic 5: Brochure

Tactic 6: Host event- Concert for a Cure

Objective 2: Increase media coverage of CHOA by 5 substantive stories by January 2012.

Tactic 1: Website revisions

Tactic 2: Host event- Concert for a Cure

Tactic 3: Create and pitch press release about event

Tactic 4: Facebook and Twitter updates and engagement

Tactic 5: Feature outline and pitch about child who came to CHOA and got better

Tactic 6: Fact sheet about CHOA services

Planning Grid

Goals 1. To increase awareness of Children’s Healthcare of Atlanta.

Goal 1 Objectives

1. To increase awareness among young moms and new mothers of CHOA’s services by 25% by March 2012.2. Increase media coverage of CHOA by 5 substantive stories by March 2012.

Goal 1 Tactics*

Objective 1 Objective 21. Website revisions 1. Website revisions

2. Fact sheet about CHOA services 2. Host event- Concert for a cure3. Facebook and Twitter updates and engagement

3. Create and pitch press release about event

4. Feature story and pitch of child who came to CHOA and got better

4. Facebook and Twitter updates and engagement

5. Brochure 5. Feature outline and pitch about child who came to CHOA and got better

6. Host event- Concert for a Cure 6. Fact sheet about CHOA services

Strategic MessagesChildren’s Healthcare of Atlanta strives to help enhance the lives of children through outstanding patient care and services.

Measuring the Effectiveness of Each Tactic

Tactic Measurement

Website revisions Survey asking if people like the new revisions better and offer comment box for them to

post ideas

Fact sheet about CHOA services Survey with questions regarding all information given in the fact sheet, ask if anything was

left out or if you are left with more questions after reading it.

Facebook and Twitter updates Use website tracking (bit.ly) to track how many and engagement people are clicking on each site, what time of day

and what articles or links

Feature story and pitch of a child who Survey asking peoples feelings about the feature came to CHOA and got better story

Brochure Focus group guide asking what we need to improve or what is good about the brochure

Host event Send out a survey after the event asking what people liked and disliked about the event

and how to make it better for next time

Create and pitch press release Focus group guide discussing the strengths and about event weaknesses about the press release

Feature outline and pitch about Survey asking peoples thoughts on the feature a child who came to CHOA and got better outline. Allow a comment box so the respondents

can provide their personal feedback.

Plan of action

April:4/4/11-12/31/11: Begin the planning process for event held in January 2012

July 2011:Week of 4/4/11: Website revisionsWeek of 4/11/11: Public survey about websiteWeek of 4/18/11: Additions or subtractions to website based on survey

July 2011:Week of 4/4/11: Facebook and Twitter updates and engagementWeek of 4/11: Using bit.ly track how many people are clicking and what they’re clickingWeek of 4/18/11: Review all bit.ly recordings and reevaluate social media for the future based on these recordings

September 2011: Week of 5/5/11: Fact sheet about CHOA services Week of 5/12/11: Public survey about fact sheetWeek of 5/19/11: Review survey answers and record for future fact sheets

October: Week of 10/3/11: Feature story and pitch of a child who came to CHOA and got betterWeek of 10/10/11: Survey about people’s feelings about the feature storyWeek of 10/17/11: Review survey and take notes for future feature stories

October:Week of 10/17/11: Feature outline and pitch of a child who came to CHOA and got betterWeek of 10/24/11: Follow up on feature outline and note any corrections for next time

November:Week of 11/7/11: Create and pitch press release about eventWeek of 11/14/11: Follow up on press release

December:Week of 12/5/11: Create brochure with children of CHOA and ChristmasWeek of 12/12/11: Revise and make any corrections to the brochure Week of 12/19/11: Mail brochure to local families in the community

January: Week of 1/1/12: Finish up all planning all last minute details for event1/20/12: Event takes place

Description of Event

Concert for a Cure will kick off 2012! Concert for a Cure will be a concert held for all children and families in the Atlanta area, including all of the children that are at Children’s Healthcare of Atlanta. The concert will be free to the public but all proceeds will be donated towards Children’s equipment and any renovations for 2012. Families and children are encouraged to get there early because once the room cafeteria is full; we are required to close the event due to safety precautions.

The purpose of the event is to bring all children in the Atlanta area together to enjoy and sing to the popular artist, Justin Bieber. The concert will be held at Children’s Healthcare of Atlanta in the cafeteria area. There will be food provided for the children, both healthy and a few sweets. The theme will consist of bright colorful decorations including balloons; beach balls and CHOA designed shakers. We will hand out informational pamphlets with all information related to Children’s services and patient care. There will also be sheets set up around the food for parents to add their email addresses to receive monthly information from Children’s. This concert is striving to bring a smile to all children’s faces and allow them to have a night to forget about their illness and be a kid!

Dates for Planning:

Begins EndsPlanning 4/4/11 1/20/12

Evaluation 1/20/12 3/5/12

Event Date:

January 20, 2012

Goals: To increase awareness of Children’s Healthcare of Atlanta.

Objectives: To increase awareness among young moms and new mothers of CHOA’s services by

25% by March 2012. Increase media coverage of CHOA by 5 substantive stories by March 2012. To collect more than 1,000 new email addresses by the end of the event. To raise more than $100,000 in donations. To recruit at least 25 volunteers.

Event Plan

Tasks/Steps Responsibility Task materials and requirements Do By1) Acquire permission from Children’s on April 4th. Acquire any necessary permits.

Volunteer 1 Permit paperwork Necessary signatures Permit payment Pay deposit

4/4/11

2) Book band for concert.

Volunteer 2 Obtain phone numbers for the band. Call the band. Arrange for the band to sign contracts

5/4/11

3) Rent stage equipment

Volunteer 1 Research and rent necessary equipment Payment for equipment

9/19/11

4) Arrange for stage set-up.

Volunteer 3 Hire workers Assign worker tasks Manage workers during stage set up Pay workers

8/8/11

5) Oversee decorations.

Volunteer 1 Select and pay for rentals Oversee decoration set up

8/22/11

6) Plan and execute pre-concert media strategy.

Volunteer 1, Volunteer 4, Volunteer 5, Volunteer 6, Volunteer 7

Write, edit and pitch press release Pitch feature Write, edit and distribute fact sheet to local

print and broadcast media Update website and social media

11/7/11

7) Plan and execute media relations on day of event.

Volunteer 1, Volunteer 4, Volunteer 5, Volunteer 7

Write, edit, print and assemble press kits Order treat bags and goodies with logo for

the media Print and pass out press credentials Answer press inquiries Facilitate interviews during event Update Twitter and Facebook throughout

event Record and upload digital video of the

event Collect stories for blog Arrange interviews with the performer,

survivors and organization members

12/19/11

8) Work with Children’s to make sure it has appropriate security, bathrooms, clean-up personnel.

Volunteer 8 Serve as liaison between Children’s representatives and organization.

Oversee security, Children’s relations and clean up.

1/2/12

9) Develop Volunteer 2 Work with the band to coordinate 11/7/11

Tasks/Steps Responsibility Task materials and requirements Do Byperformance schedule and communicate with performer.

performance times Pay the band Collect the band rider Arrange for performer hotel and travel.

10) Set up and run backstage and VIP area.

Volunteer 9, Volunteer 10, Volunteer 11, Volunteer 12

Purchase requests from the band rider Set up back stage and VIP area and

furniture rental Make sure the performer is happy Make sure VIPs (donors, volunteers,

survivors) get to meet the performer

1/20/12

11) Oversee event production.

Volunteer 1, Volunteer 13

Hire event technicians, stage hands and outside production company

Serve as a liaison between production company and PR team before and during event

1/20/12

12) Coordinate vendors.

Volunteer 14

Rent tents and tables for vendor and information booths

Solicit vendors and invite local research and cancer organizations

11/7/11

13) Report on event for the organization. (In-house event reporter)

Volunteer 6, Volunteer 15

Capture and record event for organization (via Twitter, Facebook, digital video camera)

Interview attendees and the performer Be on-call to assist where needed

1/20/12

14) Create and distribute survey and donor cards.

Volunteer 13

Write, edit and design survey/donation mailer cards for event

Work with printer to be sure they are printed and arrive on time

Arrange for volunteers to pass out cards Oversee distribution at event

12/12/11

15) Oversee clean up.

Volunteer 15

Oversee entire cafeteria clean-up Everyone make sure their particular areas

are cleaned up, rentals are taken away.

1/20/12

16) Evaluate effectiveness of event.

Everyone Participate in de-brief meeting to discuss strengths and weaknesses of event

Analyze surveys returned as mailers. Scan media for coverage. Keep clippings and videos of coverage. Assemble and file event records.

1/23/12

Detailed Event Timeline

Time Task Responsibility Location

8:00am Arrive at Children’s Everyone Children’s Healthcare of Atlanta

8:30am General event meeting Everyone Children’s cafeteria

9:00am Set up press table

Volunteer 1, Volunteer 2, Volunteer 3, Volunteer 4

Press tent, back of cafeteria

Set up VIP table

Volunteer 5, Volunteer 6, Volunteer 7, Volunteer 8

VIP table, front right side of cafeteria

Set up vendor booths

Volunteer 9, Volunteer 10

Vendor row, outside of cafeteria

Oversee stage set-up

Volunteer 11, Volunteer 12

Stage area

11:30am Lunch break Everyone Cafeteria

12:30pm Greet bands Volunteer 13, Volunteer 14

VIP table

Oversee cafeteria preparations

Volunteer 15, Volunteer 1

VIP table and throughout cafeteria

6:00pm – EVENT START

11:00pm – EVENT END

11:30pm Clean-up Everyone, including clean up crew

Clean up cafeteria

Budget

Tactic Item Cost Tactic Total Concert Total

Concert

Performer (includes rider items)

$2,000,000

$2,169,000

$2,175,500

Performer accommodations and travel

$5,000

Press takeaways $500Stage $100,000Production company (includes stage hands and technicians)

$50,000

Table rental $500Decoration rental $5,000Event employees $5,000

MailersDesign $2,000

$6,500Printing $3,500Postage and Mailing $1,000

Media to Pitch: Atlanta Journal Constitution Atlanta Parent Online Haute Living Magazine Atlanta Magazine Atlanta Kids.net

In-house Coverage:Volunteer 6 and volunteer 15 will report on the event for Children’s. They will capture and record the event using digital video cameras. They will also report the event via Twitter and Facebook through uploading pictures and posting recent updates.

Event Evaluation:The event will be evaluated based on how many people attend, if our goal of $100,000 of donations is met, if we collect at least 1,000 email addresses, recruit 25 volunteers and if we increase awareness by March 2012. After collecting all of these results and data, I will conduct a meeting with all of the volunteers and myself to evaluate the concert based on all of the results and create a new plan filled with new improvements for a future fundraiser.

Michael Joseph, publisher of Atlanta Journal Constitution404-526-5889mjoseph@ajc.com

Hi Joseph,

Want to make a difference in a child’s life?

Children’s Healthcare of Atlanta is proud to host their first annual Concert for a Cure on Jan. 20, 2012. Concert for a Cure will feature the young popular artist, Justin Bieber. The concert will take place in the cafeteria at Children’s Healthcare of Atlanta.

The Atlanta Journal Constitution is a trusted source for information for Children’s Healthcare of Atlanta. Your readers will be interested in the story because many of your readers are part of a family or have their own family.

Concert for a Cure will be held for all children and families in the Atlanta area in efforts to support all previous patients and current patients at the hospital. The concert will be free to the public but all proceeds will go toward new equipment for the hospital and any upcoming renovations for 2012.

I am asking you to publicize this event in the paper to help people in the Atlanta area become aware of Concert for a Cure. The more people that are in attendance the more successful the concert will be. A full press release is below with more information.

I will follow up with you next week, but please let me know if you have any questions or concerns.

Thanks,

Katie O’Laughlin

For Immediate Release

Concert for a Cure will Kick off 2012

This concert is striving to bring a smile to all children’s faces and allow them to have a night to forget about their illness and just be a kid.

ATLANTA, Ga. (Nov. 17, 2011)—Children’s Healthcare of Atlanta is proud to host their first annual Concert for a Cure on Jan. 20, 2012.

Concert for a Cure will feature the young popular artist, Justin Bieber. The concert will take place in the cafeteria at Children’s Healthcare of Atlanta. The concert will be held for all children and families in the Atlanta area in efforts to support all previous patients and current patients at the hospital. The concert will be free to the public but all proceeds will go toward new equipment for the hospital and any upcoming renovations for 2012.

Vanessa Smith, director of fundraising events at Children’s Healthcare of Atlanta said, “We are expecting full attendance because of the popular young pop artist, so families and children are encouraged to arrive early.”

“There will be food provided for the children, healthy snacks and lets not forget about a few sugary treats,” Smith said. “We want this event to demonstrate our mission by bringing all previous and current patients together and of course to see smiles to all of the children’s faces.”

Hired workers dressed in brightly colored outfits will greet families and children. These workers will be handing out informational pamphlets with all information related to services and patient care offered at Children’s Healthcare of Atlanta. There will also be sheets set up around the food tables that allow parents to sign up to receive monthly information emails from Children’s Healthcare of Atlanta.

“While witnessing the laughs and smiles on your child’s face, the informational pamphlet allows you to learn about the services Children’s Healthcare of Atlanta has provided or can provide for your child in the event of an illness or injury,” said Michelle Robinson, volunteer with fundraising events for the hospital.

Concert for a Cure will allow your children to temporarily forget about what tomorrow may bring and laugh and sing along to a young popular artist.

-more-

About Children’s Healthcare of Atlanta

Children’s Healthcare of Atlanta, one of the leading pediatric healthcare systems in the country, is a non-profit organization that benefits from the generous philanthropic and volunteer support of our community. Children’s is nationally recognized for excellence in cancer, cardiac, neonatal, orthopedic and transplant care, as well as in many other pediatric specialties. Child magazine ranks Children’s as one of the top 10 children’s hospitals nationwide and Children’s is among U.S. News & World Report’s top pediatric hospitals. To learn more about Children’s Healthcare of Atlanta, visit http://www.choa.org or call 404-250- KIDS.

###Contact:

Katie O’Laughlin, director of public relationsChildren’s Healthcare of Atlanta678-577-9443http://www.choa.org

News Outlets:

Atlanta Journal Constitution Atlanta Parent Online Haute Living Magazine Atlanta Living Magazine Atlanta Kids.net

MEDIA CONTACT:

CHILDREN’S HEALTHCARE OF ATLANTA FACT SHEET

Mission: The mission at Children’s is to enhance the lives of children through excellence in patient care, research and education. Children’s vision is to transform pediatric healthcare and be the leading voice for the health of Georgia’s children.

Goals:

Programs:

How to get involved:

Focus Areas:

Location:

Website:

Phone:

Keyword Research and Search Engine Optimized Web Copy

Client Website Pages to Revise1) Home Page2) Events3) Jobs

Potential Keywords Local Monthly Searches Global Monthly Searches

Healthcare jobs 201,000 301,000Children’s hospital 246,000 301,000Hospital jobs 550,00 823,000Children’s Healthcare of Atlanta 2,900 3,600

Kids events 74,000 90,5000

Page name

Title tag (66 letters

max)

Meta description

tag(160 letters

max)

Keyword(s) Images and links

Page copy

Home Page

Children’s Healthcare of Atlanta

Learn more information about why Children’s Healthcare of Atlanta is one of the leading pediatric hospitals in the country.

Children’s Healthcare of Atlanta

Multiple smiling children of many ethnicities

Children’s Healthcare of Atlanta is one of the leading pediatric hospitals in the country. Children’s Healthcare of Atlanta offers a variety of services for all children. As you walk into Children’s Healthcare of Atlanta, you will be welcomed with open arms. Your child will feel safe and get the best treatment at our hospital, Children’s Healthcare of Atlanta. We hire the most experienced and qualified employees at Children’s Healthcare of Atlanta to provide your child with the best treatments. Not only do the employees at Children’s Healthcare

of Atlanta offer the best treatment to the children but also to the families and parents of these children. As a parent at Children’s Healthcare of Atlanta, you will always be informed by the doctors and nurses each step of the way to recovery. Children’s Healthcare of Atlanta is recognized for the excellent staff provided and the care that is provided to children.

Events Kids Events at Children’s Hospital in Atlanta

Find out more about our events at our Children’s Hospital in Atlanta

Kids Events Images from previous events with children and other adults

Link to the different events

Want to find out more about the events for kids at Children’s Healthcare of Atlanta? At Children’s Healthcare of Atlanta, we support the fundraising for kid’s events to help bring the community together and find smiles on the children’s faces. There are also many different kids events held throughout the year to help benefit Children’s Healthcare of Atlanta. There are ways to donate money to these kid’s events or attend the kid’s events. You can help by hosting your own kid’s event, volunteering at the kids events or event auction donations for kids. There are even more opportunities offered to help support Children’s Healthcare of Atlanta.

Jobs Jobs at Children’s Healthcare of Atlanta

Find out more information about potential jobs with Children’s Healthcare of Atlanta

Healthcare Jobs

Images of current employees

Links to different applications for each job