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CONSCIOUS COMMUNICATIONS

Presents to:

March 5, 2019 American Red Cross

Desert to the Sea Region 600 Parkcenter Drive

Santa Ana, CA 92705

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Table of Contents LetterofTransmittal.....................................................................3 ExecutiveSummary......................................................................4ConsciousCommunications................................................................5

MissionStatement................................................................5AboutOurTeam..................................................................6

AmericanRedCrossandSoundtheAlarmBackground.........................................7Research...............................................................................8

SWOTAnalysis...................................................................8PESTAnalysis....................................................................9

ProblemStatement.....................................................................10AudienceAnalysis.......................................................................11 PrimaryAudience...............................................................11 SecondaryAudience..............................................................12GoalsandObjectives....................................................................13 Strategies,TacticsandTools.......................................................13KeyMessages:PrimaryandSecondary.....................................................16EstimatedBudget.......................................................................17ProjectedCalendar.....................................................................18AnticipatedResults.....................................................................19CriteriaandMeasurements..............................................................19MemberDuties........................................................................20ReportingProcedures...................................................................21AdditionalQualifications.................................................................22Appendix..............................................................................24 PressRelease...................................................................24 MediaAlerts....................................................................25 FiredUpforSafetyEventTimeline..................................................27 SocialMediaContentCalendar.....................................................28 SocialMediaContent.............................................................31 CollateralMaterial...............................................................33

WorksCited....................................................................34

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March 5, 2019 American Red Cross Desert to the Sea Region 600 Parkcenter Drive Santa Ana, CA 92705 Dear ________, In response to your Request for Proposal, we are delighted to present to you a strategic public relations campaign with the purpose of increasing volunteers, raising funds and increasing awareness for the Red Cross Sound the Alarm program in the Desert to the Sea Region. As you will note in the executive summary, our proposal entails a multidimensional approach, incorporating social media, community outreach and traditional public relations to build awareness surrounding the program and increase participation within the respective counties. We aim to raise over $2500 in funding, draw over 300 participants throughout the entire region and recruit over 500 volunteers in support of Sound the Alarm throughout our entire campaign. Thank you for giving us the opportunity to share our ideas with you. Our campaign is built around your organization’s goals for the Sound the Alarm program and we believe our ideas are in utter alignment with the Red Cross organization. We are looking forward to working with you in the near future. Sincerely, Conscious Communications

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Executive Summary

The American Red Cross is a non-profit organization dedicated to helping people in need. Since 1881, they have worked to provide relief efforts in America and overseas. Today volunteers, donors and employees of the Red Cross focus on supporting members of the military and their families, blood collection, health safety education and training. In addition to these areas, the organization also focuses on supporting people affected by disasters in America and internationally. Focusing on safety education has become very important in Southern California when it comes to fires, especially in the Desert to the Sea region. Due to dry conditions, this area of California has a high risk of spreading wildfires. As a result, the American Red Cross encourages the population to be prepared before disaster strikes.

The American Red Cross relies heavily on volunteer turnout and donations to run a successful campaign. Although they are a well-known organization, recruiting the public to give time and money to a non-profit is no easy task. However, they are in a unique position because of the recent wildfires that devastated many Southern California residents. Fire safety is becoming more relevant in the Desert to the Sea (DTTS) region, which is the reason why the Sound the Alarm campaign has the opportunity to be more successful than ever before.

Through both primary and secondary research into key audiences and volunteering experience, Conscious Communications has identified three main target audiences. The first audience we are targeting is students in the Desert to the Sea region. Students are the perfect candidates for volunteer work and through our survey, we learned that many of them would complete volunteer work for academic credit. Our second target audience is homeowners in the Desert to the Sea region. This audience is important because they are the people who actually need fire safety check-ups in their households. The final target audience is business owners that are connected to the community. By getting business owners to take note of the campaign, they can spread it to a larger audience and support the cause through donations.

Our first objective will be to gain 300 household sign-ups for fire alarm check-ups from three DTTS school districts by April 12. Our second objective is to recruit 500 volunteers for the Sound the Alarm program through social media and district high school’s Sound the Alarm day by April 12. The fourth objective is to raise $2,500 in funds to support the Sound the Alarm program by the end of the campaign on May 12. Our final objective will be to acquire four media clippings, two print pieces and two television segments, each month in April and May.

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Conscious Communications Conscious Communications is a student-run public relations firm established in 2019 by

a group of future public relations professionals that are passionate about helping local businesses with their public relations needs. The team is based Fullerton, Calif.

The team is comprised of multifaceted individuals who each bring a unique skill set to the team. Together, the firm creates strategic public relations campaigns for businesses or organizations with varying backgrounds, purposes and visions. With each client, Conscious tailors every campaign to the organization’s specific needs. Conscious Communications has the resources to develop, implement and manage these campaigns as well as analyze its effectiveness.

Mission Statement

Conscious Communications works to empowers clients and develop effective campaigns to reach their present and future goals. Our foremost mission is to foster a positive and continuous relationship with every client by offering our strong, collaborative team that works to uphold brand integrity. We strive to parallel industry trends through special events and campaigns on all media platforms. Conscious Communications performs targeted strategies based on each client’s unique needs. We are committed to timely solutions, synergy within each client relationships and a shared willingness to succeed.

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About Our Team Mary Santos PR Specialist and Financial Manager As public relations specialist, Mary executes all traditional media outreach on behalf of the firm. She also works as the financial manager, creating budgets and overseeing the financial details of each and every campaign ensuring client satisfaction and financial success. Mary is a fourth-year undergraduate student at Cal State Fullerton, majoring in communications with a concentration in public relations along with a minor in business administration. Nicole Pino Community Relations Manager As a community relations manager, Nicole creates and plans programs establishing and maintaining positive relationship with businesses representatives and media. She has worked over two years in a public agency doing community relations while attending California State University, Fullerton. Marissa Bennington PR and Marketing Manager As a public relations and marketing manager, Marissa is responsible for developing and implementing strategic communications plans to increase organization awareness. She establishes and maintains relationships with media to secure and grow media coverage. Marissa regularly donates blood to The American Red Cross. Marissa is a fourth-year undergraduate student at Cal State Fullerton, majoring in communications with an emphasis in public relations. Addison Phillips Principal Event Manager As the principal events manager, Addison handles all contracts with vendors and venues. She is the main point of contact when it comes to handling any events mentioned in the public relations plan and is in charge of executing the logistics of all planned events. Addison is a fourth-year communications – public relations major at Cal State Fullerton. Brianna Alvarez Digital Media Manager and PR Specialist As the Digital Media Manager at Conscious Communications, Brianna is responsible for coordinating and creating social media content while engaging with audiences and managing client’s reputations. She implements live content from respective client’s events to capture their company’s personality and share intended messages in a “real” way. Brianna is a senior communications major at Cal State University Fullerton who will graduate Spring 2019.

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Background of The American Red Cross and Sound the Alarm

The American Red Cross is a non-profit organization committed to teaching people across the globe to prevent, prepare for and respond to emergencies. The organization’s first mission was to aid U.S. military members serving in the Civil War. In the early 1880s, American Red Cross founder Clara Barton was named “Angel of the Battlefield.” Her life-saving legacy has continued through the Red Cross’ humanitarian efforts as they provide services for U.S. military members and families while attending to victims of natural disasters.

The American Red Cross supports American, Puerto Rican and U.S. Virgin Islands citizens. In addition, they also serve international crisis victims from nearly 200 countries including Nepal, Haiti, Bosnia and more. The slogan, “Sleeves up. Hearts Open. All in.” gives insight to the steadfast approach this volunteer-dependent organization takes to assisting communities in need. Volunteers help the Red Cross carry out services such as blood donations, immediate crisis relief, medical training, health and safety education, emergency coordination for military families and migrant aid.

American Red Cross CEO, Gail J. McGovern has completely revamped the organization by bringing it to the 21st century. Since 2008, McGovern has modernized fundraising strategies, upgraded the company’s IT systems, relaunched the blood donation operation and continues to make the organization more effective.

In 2014, the American Red Cross launched its Home Fire Campaign in order to connect with citizens living in at-risk homes. Sound the Alarm is a fire-safety event that educates homeowners in at-risk areas about preventing the chance of a fire devastating their home. Also, the event calls on volunteers and fire officials to install smoke detectors and replace batteries of existing devices in high-risk neighborhoods.

According to an article by Patrick Marshall (2018), the U.S. Forest Service estimated that 45 million Californian homes are positioned in areas prone to wildfires. The 2019 Sound the Alarm fire safety program includes the Red Cross’ Desert to the Sea region, which spans across Orange, Riverside and San Bernardino counties. Each of these Southern California counties face fire threats every year because of the area’s high-density, katabatic Santa Ana winds.

The following proposal will include an analysis of the American Red Cross’ Sound the Alarm event and Home Fire campaign. It also includes a detailed public relations plan created by the Conscious Communications team. The plan aims to target at-risk homeowners in the Desert to the Sea region while attracting volunteers to serve the public and fundraise for the American Red Cross.

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SWOT Analysis Strengths

• Established internationally with a large reach across the globe

• Social Media pages created to address different audiences in all countries

• A large social media following on National Red Cross Profiles

• Twitter: 5.35 million followers • Instagram: 133k followers • Facebook: 917k likes

• 90 percent of the workers for the American Red Cross are volunteers (Wheeler,p.2) and both volunteers and field leaders are highly committed to the cause.

• Have garnered many celebrity endorsements, which help gain the attention of their fan bases.

• Angelina Jolie, Reba McEntire, Harlem Globetrotters

• Offers a diverse amount of services that are always in high demand: blood donations, immediate disaster relief, smoke alarms, first aid/CPR Training

Weaknesses

• Lacks social media engagement particularly from the Desert to the Sea Region

• On Facebook Desert to the Sea Red Cross: 3,021 people like this and 2,960 people follow this

• No Instagram for Desert to the Sea region

• Twitter: 6,700 followers for Desert to the Sea region

• Controversy concerning where the money that is donated goes

• A great amount of bad press over Hurricane Harvey/Haiti, CEO’s Salary, and lack of openness with the public

• Although the Red Cross addresses where the money you donate may go on their website, there is still a large amount of public distrust due to negative media coverage.

• Lack of volunteer satisfaction

Opportunities

• Appeal to a younger audience • Attract celebrities that may appeal to

young adults • Reach a wider audience through

social media • Many people are activists and are looking for

opportunities to help their communities • Zero Waste movement • Human rights groups

• Desert to the Sea region has been suffering fires and mudslides lately

• Red Cross can respond quickly and gain positive press & people in this area have just been through a fire they feel inspired to make a change in others lives

Threats

• Viral bad press is hard to dodge due to the speed of information traveling

• Other relief organizations that offer a more permanent solution

• Habitat for Humanity (build homes) • Doctors Without Borders (offer

professional medical attention) • Government regulations limit and prohibit

certain actions/stances that a non-profit organization can take

• Can not fund any political groups or lobby because of government regulations

• All board directors and members must be aware of all laws and regulations.

• Potential lawsuits • Allowing Red Cross volunteers into

homes to install smoke alarms can be tricky if it was installed incorrectly or doesn’t work. The organization can be sued if proper paperwork is not done.

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PEST Analysis Political

• Democratic regions have a higher number of volunteers

• Federal Labor Standards Act allows volunteers to be paid in small amount, including reimbursement

• Former Chief Financial Officer of Freehold, non-profit organization, Peter Pflug, allegedly stole over $100,000 for personal use

Economical

• A high national and local employment rate influences lower numbers of volunteers. (People have less time to volunteer their time)

• Higher socioeconomic individuals are more likely to volunteer and lower classes cannot afford to take time off to volunteer.

• Wealthier individuals are more frequently asked to volunteer than others. Some consider do not volunteer because they already contributed financial donation

• 45 volunteers per 1 paid staff

Social

• Capitalist society views volunteers positively, this attitude can encourage volunteers in order to receive recognition. Over 60 volunteers have been recognized for their service in Desert to the Sea Region

• Volunteers are trained by American Red Cross and Cal Fire

• Recognized on National Volunteer Week. • College students are most likely to volunteer

due to the activist attitude

Technological

• Social media; benefits volunteers stay informed of the when to sign up, where and what the objective is, able to reach younger audience/volunteers

• Volunteers can be recognized through various platforms with repost feature via Instagram, Twitter, Facebook, etc.

• Two-way communication from social media allows both American Red cross and volunteers to know how they are doing and how they are viewed, in return aids in volunteer retention

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Problem Statement

The American Red Cross’ Desert to the Sea region is susceptible to residential fires and benefits from services offered by Sound the Alarm events April 27 to May 12. This campaign lacks widespread awareness, volunteer sign-ups and funds to pay for installation services. Conscious Communications will first, target potential volunteers and homeowners by partnering with Desert to the Sea Region school districts and holding sign-up events. Next, Conscious will utilize digital media and broadcast coverage to spread awareness. Lastly, the firm will facilitate local partnerships to inspire donations of funds and event materials by restaurants and community members.

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Primary Audience

� Source: Census Bureau American Household Survey 2017

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Secondary Audience

Source: Census Bureau American Household Survey 2017

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Goals Through this campaign, we plan to increase awareness of the American Red Cross

Sound the Alarm program in the Desert to the Sea region by inspiring household sign-ups, garnering volunteer support and obtaining donations.

Objectives Objective 1: Gain 300 household sign-ups for smoke alarm tests and installation by April 12.

• Strategy 1: Host Fired Up for Safety contest in three school districts to attract potential household sign-ups.

Tactic: Create a DTTS region school district contact list and pitch to potential districts.

Tactic: Create informational tools to send home and place around campus.

Tactic: Plan Fired Up for Safety school event the for elementary school that gained the most sign-ups.

Tools: Flyers, in-class announcements, posters, school’s LED marquee

Objective 2: Recruit 500 volunteers for Sound the Alarm events by April 12.

• Strategy 1: Design and execute a digital campaign across social media platforms promoting Sound the Alarm program and volunteer opportunities.

Tactic: Create a following and increase awareness by utilizing the hashtag ‘#HowToSaveALife.’

Tactic: Host a giveaway to increase social media engagement and inspire volunteer sign-ups.

Tactic: Feature past Sound the Alarm event volunteer testimonials and include links to volunteer sign-ups.

Tools: Facebook, Twitter, Instagram, Adobe Photoshop, Adobe Illustrator, Canva, sponsored advertisements, testimonial content

• Strategy 2: Conduct fire drills at high schools in respective districts on April 8 to attract potential volunteers to fill Documenter & Educator roles.

• Tactic: Create a list of school districts to reach out to in each of the three counties in the DTTS region and pitch to potential districts.

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Tactic: Create a script for an announcement over the school loudspeaker.

Tactic: Host tables manned by school counselors and Red Cross representative during the fire drill and lunch the day of drill.

Tools: Flyers, in-class announcements, posters, school’s LED marquee

Objective 3: Raise $2,500 in funds to support Red Cross Sound the Alarm services by May 12.

• Strategy 1: Establish and utilize alliances with businesses throughout the Desert to the Sea Region.

Tactic: Research and create a list of local businesses with following criteria: history of corporate social responsibility, new businesses.

Tactic: Target local businesses who have participated in past charity events and invite them to participate in Fired Up for Safety school events.

Tactic: Facilitate a How to Save a Life donation day with local restaurants where said restaurants give a percentage of April 27 food sales to the program.

Tactic: Send out pitch and donation letters to larger companies with household identities, i.e. Home Depot, Lowes and Ace Hardware.

Tools: Donation letters, pitch letters, emails

• Strategy 2: Obtain donations directly through Fired Up for Safety events.

Tactic: Conduct a donation drive at Fired Up for Safety events.

Tools: Donation box

Objective 4: Acquire four prominent media previews and reviews by May 17 (two print pieces and two television segments for each).

Strategy 1: Earn two 3-minute broadcast media segment with ABC-7 in April, before the campaign and during.

Tactic: Write a script for an American Red Cross representative to promote the Sound the Alarm program on a news broadcast.

Tactic: Guide broadcast representative through a walkthrough of on-site activities during the program.

Tools: American Red Cross representative, script, media alert

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Strategy 2: Create awareness and promote Sound the Alarm program and promotional events in local newspapers such as Orange County Register, OC Weekly and San Bernardino Sun.

Tactic: Send a news release to local publications promoting Sound the Alarm day with contact information.

Tools: American Red Cross representative, news releases

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Primary Key Messages High School Students Gain something out of your volunteer experience! The American Red Cross not only offers volunteer hours and a stronger resume, it can also result in a life-changing experience. Homeowners Every day, seven people die in home fires. Protect your family and prevent fire disasters today.

Secondary Key Message Business Owners and Residents in the Desert to the Sea Region Proceeds from your purchase provide a lifesaving service by reducing death and injury from home fires.

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Estimated Budget

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Projected Calendar

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Anticipated Results

• 300 household sign-ups for Sound the Alarm program participation • 500 additional volunteers signed up to work during Sound the Alarm program • $2500 in funds to support Sound the Alarm and American Red Cross organization

Criteria and Measurement Objective 1:

• Criteria: o Statistics on household sign-ups from Fired Up for Safety event in elementary

schools § Tools: Post-event household surveys

o Statistics on household sign-ups through social media § Tools: Website impressions, social media analytics

Objective 2: • Criteria:

o Statistics on volunteer sign-ups through Fired Up for Safety event in high schools

§ Tools: Post-event volunteer surveys o Statistics on volunteer sign-ups through social media

§ Tools: Website impressions, social media analytics Objective 3:

• Criteria: o Amount of money raised through community outreach o Amount of money raised at donation drives at Fired Up for Safety events

§ Tools: Excel sheets Objective 4:

• Criteria: o Amount of news coverage and broadcast airings

§ Tools: Media clips

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Member Duties

Brianna: Create and coordinate content for social media campaigns, manage Sound the Alarm digital reputation, communicate with past volunteers and homeowners to gather testimonials, design necessary flyers and engage with social media audience, provide support in traditional public relations outreach. Addison: Secure partnerships with Desert to the Sea region fire departments and educational institutions, manage and execute Fired Up for Safety contest week and event logistics, strategize to gain maximum household sign-ups and coordinate events hosted by Conscious Communications. Marissa: Manage media outreach, secure partnerships with broadcast media, plan daily in-house task lists, mediate team meetings for efficiency, gather all media clips and analytics and present to American Red Cross, approval transactions point-of-contact for American Red Cross. Mary: Provide support in public relations activities, manage Conscious Communications budget, strategize to bring in maximum donations, secure partnerships with Desert to the Sea Region local businesses, target and communicate with potential donors and overall campaign point-of-contact for American Red Cross. Nicole: Secure partnerships with Desert to the Sea region school districts, plan and execute Fired Up for Safety contest week and event logistics, strategize to gain maximum volunteers, coordinate events hosted by Conscious Communications and point-of-contact for event vendors.

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Reporting Procedures

Each Conscious Communications team member has been assigned to direct a specific sublevel of the campaign. Each morning, team members will check various media sites, prints, broadcasts, and posts for Sound the Alarm clips (Desert to the Sea region specific). Each clip and its impressions will be recorded onto live spreadsheets. Marissa will compile all media clips and present to American Red Cross representatives at the end of each work week.

Social media analytics will be included in all presentations to the client. Brianna will track social media analytics and keep record of fluctuations on a live spreadsheet. Brianna will inform American Red Cross representatives of any social media crises, necessary emergency approvals, or instances of large engagement increase/decrease immediately. A final analytics report will be provided to American Red Cross at the end of the campaign.

In order to track campaign efficiency, social media campaigns and informational materials will include links which send viewers to American Red Cross household and volunteer sign-up pages through Conscious Communications landing pages (respective landing pages will not include Conscious Communications branding). Volunteer and household sign-up numbers will be tracked and presented to American Red Cross representatives at the end of the campaign.

Mary will communicate occurrences of large donations weekly, if applicable. All event fund donations will be directed to Mary who will serve as our “campaign treasurer.” Digital media donation posts will include a link which sends viewers to the American Red Cross donation page through Conscious Communications landing pages (respective landing pages will not include Conscious Communications branding). A donation total will be presented and distributed to American Red Cross representatives at the end of the campaign.

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Additional Qualifications, Skills, Abilities Mary

• Finance management • Vice President of Finance for Cal State Fullerton’s Public Relations Student

Society of America • PR writing and media relations

• News media assistant for Cal State Fullerton’s Strategic Communications and Brand Management department

• Previous public relations and marketing intern for Beauty Advisor • Knowledge of the non-profit sector

• Previous social media intern for the One Pulse organization, a non-profit based in California

• Healthcare industry knowledge • Previous marketing communications intern at McKesson Corp., leading

pharmaceutical and healthcare company Addison

• Event Coordination o BEL Events Assistant Coordinator Internship o RSA Catering Coordinator

• Non-Profit Knowledge o Volunteer work with YMCA, National Society for MS and Martha’s Kitchen

• Outreach and Networking o Disney Media Rep o Training and orienting new-hires o Networking with PR professionals within the Walt Disney Company

Marissa

• Marketing Engagement and Communications o Previously a marketing engagement and communications intern at Orange

County’s Credit Union, a non-profit based out of Orange County o Social media cadence and reputation management

• Event Planning o Newport Beach Film Festival French Spotlight, Organized by Melissa Event

coordinator • Outreach

Brianna

• Social Media • Instagram, Facebook, Snapchat, Twitter, Canva, Wordpress, Wix, Squarespace,

beginner SEO • Journalistic style

• Editorial Internship at World of Dance, blogging for Rebecca Calagna Events, copy creation

• Event planning • US Events Coordinator at World of Dance, Newport Beach Film Festival German

Spotlight, Rebecca Calagna Events Assistant Coordinator

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• Inland Empire native with many local business connections in the area, ties with Corona-Norco Unified School District and contacts with Desert to the Sea fire departments and forestry services.

Nicole

• Community Relations o Coordinates programs and events for a public agency for over two years. o Professional relationship with school districts, government officials, law

enforcement and local businesses. • Finance management

o Two years working with budget for public agency and a non-profit organization • Volunteer

o Previously volunteered for a non-profit organization o Manages volunteers for public agency

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Appendix Sample releases:

FOR IMMEDIATE RELEASE Media Contact Marissa Bennington

Conscious Communications marissa@conscious.com

714.600.4484

American Red Cross To Provide Life-Saving Services In 128 Southern California Cities, April 27 to May 12

Desert to the Sea Region Homeowners Will Have Access to Free Smoke Detector Installations

and Fire Safety Education ORANGE COUNTY-- March 12, 2019-- The American Red Cross Home Fire Safety campaign will hold its 5th annual Sound the Alarm event series at various Orange, Riverside and San Bernardino county locations April 27 to May 12, 2019. Sound the Alarm is a series of free household smoke detector installation and fire safety education events. Homeowners are invited to schedule in-home fire safety assessments by teams of fire officials and volunteers who will test and change existing smoke detector batteries. Sound the Alarm teams will even install new smoke alarm systems if necessary free of charge. Volunteers will also be present to educate homeowners about how to stay safe during a home fire. The American Red Cross will host informational fire prevention and preparation classes for all Desert to the Sea Region citizens to attend. To learn more about Sound the Alarm events visit https://www.redcross.org/sound-the-alarm.html. This leading non-profit organization intends to empower ordinary people to perform extraordinary acts. With a goal to install 100,000 smoke alarms in at-risk neighborhoods, the American Red Cross requires volunteers and funds to successfully provide life-saving services. To become a volunteer visit, https://www.redcross.org/volunteer/become-a-volunteer.html.

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MEDIA ALERT

FOR IMMEDIATE RELEASE Media Contact Marissa Bennington

Conscious Communications marissa@conscious.com

714.600.4484

American Red Cross To Provide Life-Saving Services In 128 Southern California Cities, April 27 to May 12

Who: American Red Cross CEO Gail McGovern and Desert to the Sea regional leaders.

What: The American Red Cross, Desert to the Sea region “Sound the Alarm, Save a Life” campaign announcement.

Where: American Red Cross Desert to the Sea Region 600 Parkcenter Drive Santa Ana, CA 92705

When: April 27 - May 12, 2019 | 2 p.m.

Why: The American Red Cross has played a vital role in disaster preparedness for over a century and will provide volunteers to educate and replace fire alarms throughout Southern California Desert to the Sea region homeowners.

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MEDIA ALERT

FOR IMMEDIATE RELEASE Media Contact Marissa Bennington

Conscious Communications marissa@conscious.com

714.600.4484

Elementary School Fire Safety Demonstration On School Parking Lot For American Red Cross, Sound the Alarm

Who: The American Red Cross and Desert to the Sea region school districts

What: Elementary school students participate in fire safety themed activity stations featuring arts and crafts, games, coloring contest and race firefighters in obstacle courses. During ongoing activities, American Red Cross booths will be open to sign up parents and school staff for Sound the Alarm. The event will close out with firefighters and American Red Cross selecting coloring contest winners and classroom with the most Sound the Alarm household sign-ups.

Where: Parkridge Elementary School 750 Corona Ave. Corona, CA 92879

When: Friday, April 12, 2019 | 12:45 to 2:45 p.m.

Why: The American Red Cross, through its strong network of volunteers, donors and partners, is always there in times of need. We aspire to turn compassion into action so that our communities are ready and prepared for disasters.

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Sample Fired Up for Safety event timeline:

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Sample social media content calendar:

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Sample content/images:

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Example Collateral Material: flyers, informational displays

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Amerisure Insurance Donates $25,000 to American Red Cross Disaster Relief; Will Match

Contributions up to $75,000. (2001). Insurance Advocate, 112(36), 48. Retrieved from http://search.ebscohost.com.lib-proxy.fullerton.edu/login.aspx%3fdirect%3dtrue%26db%3dbuh%26AN%3d5338903%26site%3dehost-live%26scope%3dsite

Arizona, A. (2017, October 14). Sound the alarm for fire safety! Retrieved from

https://www.youtube.com/watch?v=ob9CFloXDPY Briones, R. (2011, January 20). Keeping up with the digital age: How the American Red Cross

uses social media to build relationships. Retrieved February 5, 2019, from https://www.sciencedirect.com/science/article/pii/S0363811110001335

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https://apps.usfa.fema.gov/civilian-fatalities/incident/reportMap Homeowner's Liability/Safety. (2006). In J. Wilson (Ed.), Gale Encyclopedia of Everyday Law

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How often do smoke alarms need to be replaced? A national survey shows most Americans don’t know. (n.d.). Retrieved February 12, 2019, from https://www.nfpa.org/News-and-Research/News-and-media/Press-Room/News-releases/2016/How-often-do-smoke-alarms-need-to-be-replaced-A-national-survey-shows-most-Americans-dont-know

Kolden, A., & Abatzoglou, J. T. (2018, June 21). Spatial Distribution of Wildfires Ignited under

Katabatic versus Non-Katabatic Winds in Mediterranean Southern California USA. Retrieved from https://www.mdpi.com/2571-6255/1/2/19/htm

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