FINAL PLANBOOK 5-6

Prepared for:Pennsylvania Association For Nonprofit OrganizationsPANO 2040 Linglestown Road., Suite 302 Harrisburg, PA 17110

PANONPROFITAWARENESS

Serving CommunitiesServing our StateShaping the Sector

An Information Campaign

PLANBOOKTeleios

CommunicaionAgency

“Contenders for Perfection”

A Millersville University of Pennsylvania student-run public relations agency

Kiara Allen Account [email protected]

Dawn Cheron Research Director

Amanda Hilderbrandt Creative Director

Dominique Glisson Copy Director

TeleiosCommunicaion

Agency“Contenders for Perfection”


TeleiosCommunicaion



Kiara Allen Account [email protected]

May 6, 2015

Anne Gingerich, MSW Executive Director Pennsylvania Association of Nonprofit Organizations (PANO) 2040 Linglestown Road, Suite 302 Harrisburg, PA 17110

Dear Anne Gingerich,

On behalf of Teleios Communication Agency, a Millersville University student-run public relations agency; I am submitting the plan book for your, “PA Nonprofit Awareness: Serving Communities, Serving our State, Shaping the Sector” campaign. Dr. Jennifer F. Wood, associate professor, was the faculty supervisor who oversaw this project every step of the way. The proposed campaign type will be informational, which will inform/educate the key publics chosen for this campaign.

PA Nonprofit Awareness: Serving Communities, Serving our State, Shaping the Sector Campaign will be during the month of November; we have outlined a day, week, and month timeline per your request. Although PA Nonprofit Awareness will be held during the month of November, I suggest that planning and preparation begin on May 1, 2016. The intended campaign time period is contingent on which time frame is chosen (day, week, or month).

Upon several client meetings, our agency has come up with our proposed plan for the upcoming 2016 fiscal year. The proposal lays out our goals, objectives, strategies and tactics that PANO can utilize before and during the campaign. Teleios Communication Agency has been working hard on the preliminary phase, preparing for full implementation should you decide to execute the campaign.

To encourage long-lasting mutually beneficial relationships, our team developed three campaign calendars and timelines. In doing this, we believe that PANO will be able to make an informed decision on which time-frame to choose. When initially asked to help PANO, you wanted a cost-effective celebration. For apparent reasons, a PA Nonprofit Awareness Month would be ideal in capturing, engaging, educating, and informing your key publics. However, a month-long celebration has the potential to be very costly. The PA Nonprofit Awareness Week would be the next best option because it is cost-effective and would still be able to reach your intended publics.

Finally, I would like to thank you for the opportunity this campaign gave us to develop ourselves as future public relations professionals which will be invaluable for future projects in the real-world working environment.

Sincerely,

Kiara J. Allen Account Executive Teleios Communication Agency

Enclosure: PA Nonprofit Awareness: Serving Communities, Serving our State, Shaping the Sector plan book

Executive SummaryTeleios Communication Agency is a student-run public relations agency located in Millersville, Pennsylvania. Teleios is made up of creative individuals who specialize in creating change and inspiring each other and our clients to achieve the highest outcome. Because of our small size, small details are never overlooked. Our independence grants us the leeway and competency to pursue and implement the broadest range of ideas and actions, and to lead the way forward. We offer expertise in crisis and risk management, data visualization, digital communication, employee engagement, financial communication, litigation communication, media relations, and much more. These are just a few things that Teleios Communication can execute for our client to exceed their expectations.

The target public for this public relations information campaign is divided into two main groups: primary and secondary. The primary group is made up of formal/informal opinion leaders and nonprofit volunteers and employees; while the secondary group is made up of various news outlets such as PennLive, WGAL, CBS21, and Abc27; the general public such as volunteers, private affiliations including libraries, YMCA and regional nonprofit associations/foundations.

With the current volunteers, employees and informal/formal opinion leaders will be based on internal communication while the general public, the second group made of news outlets will help publicize PA Nonprofit Awareness campaign. Each public will require different modes of communication to convey the message, most effectively.

Key Publics

Overview

The proposed narrative budget has been created with low-cost in mind; although there are moderate and high costs, they may be omitted based on the needs of the company. A substantial part of the campaign budget will be allocated to the tool kit that will be formulated for print media such as press release samples, fact sheets and flyers. Additionally, locating sponsors and donations will help diminish venue and food costs for events. However, potential news stories will also be pitched to local news stations, newspapers and relevant publications to further publicize the nonprofit awareness headed by PANO.

Budget

The intended goal in proposing a month-long information campaign, beginning on November 1, 2016, is to raise awareness of and to educate PANO’s key publics of the nonprofit sector and its benefits through the initiation of a nonprofit month, week, or day. Through primary research, the account executive and research director have created a content analysis that includes observations of nonprofit awareness days, weeks, and months on all 50 states’ nonprofit associations. Additionally, we included in the content analysis report the states that did not have record of a nonprofit awareness campaign. Through the execution of our goals, objectives, strategies and tactics, the campaign will

Research & Situational Analysis

spark the interest of PANO’s target audience. By the end of the year 2016, PANO will have increased and educated their target audience exponentially. At the conclusion of the month-long campaign there will be:

• An increase in the amount of memberships to PANO.

• Changed attitudes towards the nonprofit sector.

• The celebration of the sector and the great work that should be recognized.

The ultimate goal for this informational campaign is to initiate a statewide nonprofit awareness event that will effectively communicate to Pennsylvania the value, importance, and impact of the nonprofit sector.

Goals

The objectives toward the execution of this informational campaign are outlined to build and maintain media relations; develop social networking; and to generate conversation about nonprofit’s commitment to serving communities, serving the state, and shaping the sector.

Objectives

The strategies and tactics reflected in this plan book were designed to place a high priority on community engagement as it relates to the unity and sharpening of the sector. To correspond with the goals and objectives of this informational campaign are proactive strategies, reactive strategies, organizational tactics, media tactics, advertising and promotional tactics.

Our proposal includes an outline of tactics for a potential nonprofit awareness day, week, or month. In giving options to PANO, we have outlined the three time frames of day, week and month so that we are giving them deliberate freedom to choose which one would work for PANO if they decide to put in action the campaign that we have created for them. Proactive Strategies • Place a high priority on community engagement with informal/formal opinion leaders, university students, and the sector as they relate to the unity and sharpening of the sector. • Form new alliances with informal and formal opinion leaders, nonprofit volunteers and employees. • Initiate news activities focused on the enacting of nonprofit awareness; tie in Senate Bill IV update to 501(c)(3)—charitable nonprofits—to get publics involved. • Engage in transparent communication to allow university students, nonprofit volunteers and employees to observe the sectors efforts to produce changed attitudes among key publics. • Involve university student populations in celebrations and other special events focused on the revitalization of nonprofits in the sector. Reactive Strategies • Engage in a series of podcasts—leading up to November—with partners, WITF called Nonprofit Awareness: Serving Communities. Serving our State. Shaping the Sector. • Host Nonprofit Awareness: Serving Communities. Serving our State. Shaping the Sector. gala for informal and formal opinion leaders, allies, media, and regulators—fun environment—fostering long-lasting relationships/alliances.

Strategies & Tactics

Target Core Messages Communication PlatformExternal Publics.Messages are direct and powerful. They speak knowingly to our external publics.

Nonprofits can improve the quality of life for many Pennsylvanians. They [nonprofits] can provide a loving home, a meal for an individual in need and create a sense of belonging.

Many who are reluctant to help in their community believe that they won’t make an impact.

People would not know what is going on in the community without nonprofits

Nonprofits can divide communities.

Positive discourse

Resistance skills

Negative consequences

Internal Publics.Messages are direct and powerful. They speak knowingly to our internal publics.

Lack of adequate funding could disable nonprofits from helping those in need of their services and benefits.

Many nonprofits believe they cannot make as high an impact because of lack of financial support.

It is essential for nonprofits to show their communities why they are a necessity in society.

Building and maintaining long-lasting partnerships will enable you to do more for the community.

Negative Consequences

Resistance skills

Normative education communicates that nonprofits are best for the well-being of Pennsylvania

Positive Consequences

The key message crafted for this information campaign is to focus on the state-wide initiative celebration; PA Nonprofit Awareness: Serving Communities, Serving our State, Shaping the Sector.

Message Strategies

Messages are the essential building blocks of the campaign. They provide focus and context when consistently delivered in an integrated fashion through all communications vehicles, such as advertising, press releases, brochures, and speeches.

Key Message

•Distribute flyers and e-invites for special events to university students Pennsylvania Association of Nonprofit Organization will develop the following news media tactics to publicize its dedication to consumer safety and demonstrate its statewide celebratory initiative for the nonprofit sector in Pennsylvania.

TABLE OF CONTENTSResearch Introduction ......................................................................................................................... 1 This section introduces the Pennsylvania Association of Nonprofit Organizations (PANO), containing ... its mission, values, immediate goals, past public relations, need for public relations efforts, and current staff.

Background ......................................................................................................................... 3 This section provides background information pertaining to PANO’s history, internal relationships, ....... services provided, and sources of funding.

Situational Analysis.............................................................................................................. 5 This section includes secondary research of the nonprofit sector, as well as an extensive analysis on ........ PANO’s internal and external business environment including: SWOT Analysis, Force Field Analysis, ........ Expert Interview, Real State Analysis, and Ideal State Analysis.

Opportunity Statement ......................................................................................................... 7 This section summarizes the opportunity PANO stands to gain from implementation of this ........................ informational campaign.

Identification of Publics ........................................................................................................ 8 This section identifies, categorizes, and defines major and key publics influential to the desired ................. outcomes of this informational campaign.

Summary of Research Report ............................................................................................. 10 This section summarizes primary research findings linked directly to PANO’s opportunity statement, ..... including content analysis.

Action Theoretical Framework ......................................................................................................14 This section elaborates on the diffusion of innovation theory as it pertains to PANO and the need for ...... this informational campaign.

Goals ............................................................................................................................ 15 This section includes PANO’s desired outcomes from this informational campaign.

Objectives ......................................................................................................................... 16 This section outlines the steps necessary to accomplish goals of this informational campaign.

Communication Key Message ..................................................................................................................... 17 This section specifies the theme of this informational campaign. Strategies .........................................................................................................................18 This section elaborates on a range of actions for PANO to effectively communicate to its key publics for the implementation this informational campaign.

Tactics ............................................................................................................................23 This section provides an inventory of action and communication tools for PANO to effectively implement this informational campaign.

Evaluation Evaluation Plans ...............................................................................................................25 This section indicates specific methods for PANO to collectively measure the effectiveness of each ............ goal, objective, strategy, and tactic of this informational campaign.

Feedback and Program Adjustment ...................................................................................26 This section indicates specific methods for PANO to receive evaluation feedback and make program ....... changes, as necessary, for this informational campaign.

Appendices

In This Section:



Research

• Introduction• Background• Situational Analysis• Opportunity Statement • Identification of Publics• Summary of Research Report

Introduction

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The Organization. Pennsylvania Association of Nonprofit Organizations is a statewide organization founded in July 1984. PANO’s goal is to develop, plan, and implement a statewide initiative that will educate and/or inform the general public about nonprofits in Pennsylvania; and will demonstrate the importance and impact of the sector on the economy.

• SPRING 2015 • • COMM 452 • •DR. JENNIFER F. WOOD• •RESEARCH•

This section introduces the Pennsylvania Association of Nonprofit Organizations (PANO), containing its mission, values, immediate goals, past public relations, need for public relations efforts, and current staff.

Mission. “PANO amplifies the impact of the community benefit sector through advocacy, collaboration and support.”

Values.PANO values the community and they “envision a vibrant, thriving community where people realize their highest aspirations.”

Immediate goals.The immediate goals of PANO are to initiate a statewide PA Nonprofit Awareness day, week, or month that will educate and/or inform the general public about how nonprofits in Pennsylvania demonstrate the importance and impact of the nonprofit sector; raise awareness and celebrate the great work that nonprofit do in 10 regional communities throughout Pennsylvania; demonstrate to a minimum of 10,000 people of their external publics the value, importance, and impact of the sector to Pennsylvanians. Past public relations efforts. Anne Gingerich, PANO’s new Executive Director as of December 2013, traveled the state of Pennsylvania as a result of a Listening Tour; to learn about the strengths and resources needed of communities around the state. The goal of the listening tour was to learn how PANO can best support the PA nonprofit sector. They are willing to learn the best methods that should be used to continue to sharpen the PA nonprofit sector. In addition to that, PANO feels that it is their duty to walk alongside nonprofits to celebrate the great work that has been and will continue to make Pennsylvania a great place to live, work, and play.

Need for public relations efforts.PANO is relying on Teleios Communication Agency’s campaign to create a PA Nonprofit Awareness day, week, or month. We have titled this information campaign PA Nonprofit Awareness: Serving Communities. Serving our State. Shaping the Sector. The main objective in implementing the PA Nonprofit Awareness campaign is to place a high priority on community engagement with informal/formal opinion leaders, university students and the sector as they relate to unity and sharpening the direction of the sector. Additionally, forming new alliances with key publics and initiating news activities focused on the enacting of PA Nonprofit Awareness. The campaign will utilize social media platforms, Twitter and Facebook. The campaign will also encourage key publics to help in making Pennsylvania a better place to live through patronage and volunteering. The campaign will also distribute news material proposals such as press releases and talking points to attract media to nonprofit awareness. The utilization and distribution of a toolkit will be used to help further the message of nonprofit awareness to the general public in the various regions in Pennsylvania.

2• SPRING 2015 • • COMM 452 • •DR. JENNIFER F. WOOD• •RESEARCH•

Background

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History.Located in Harrisburg, Pa, the Pennsylvania Association of Nonprofit Organizations (PANO) was founded in 1984. Originally known as the Delaware Valley Council of Agencies (DVCA), the name changed in 1992 when they reorganized as a statewide advocacy organization. PANO moved to Pittsburgh around 1990, and opened a computer lab. The organization went dormant sometime around January of 1994. In 1995, PANO was reorganized through the financial and motivational leadership of the Huston Foundation of Conshohocken and the Stewart Huston Charitable Trust of Coatesville. A new Board was recruited and staff was hired to open an office in Harrisburg. A Pennsylvania Economy League study, commissioned by PANO in 1990, served as a roadmap for the setting of priorities.

Between the years of 1995 and 1997, PANO demonstrated advocacy leadership by facilitating the charity coalition (Charities Build Communities) for passage of Pennsylvania Act 55 of 1997, the Purely Public Charities Act. Pennsylvania’s Act 55 incorporated the Federal law for charitable exemptions, with a unique set of Pennsylvania specific requirements. This landmark legislation went on to become a model for other states as they addressed issues around tax exemption and unfair competition issues.

From 1998 through 1999, PANO provided a 501(c)(3) umbrella to the BuildPEN Partnership from April 1998 through September 1999. BuildPEN was a partnership of teachers and businesses that wired Pennsylvania schools to the Internet. Staff.Prior to our initial visit on February 27, 2015 PANO was made up of the following producers:

Anne L. Gingerich, Executive DirectorLauren Henicle, Communication Coordinator and Office ManagerBritton Miller, Director of Public Policy & Civic EngagementTish Morgan, Standards of Excellence DirectorJames Eirkson, Director of Community Partnerships and Learning

PANO has managed to keep the same employees on board to demonstrate their mission since our initial meeting.

This section provides background information pertaining to PANO’s history, internal relationships, services provided, and sources of funding.

• SPRING 2015 • • COMM 452 • •DR. JENNIFER F. WOOD• •RESEARCH•

Services.PANO offers a strong collaborative voice for Pennsylvania nonprofits to advance critical policies on state and federal issues affecting the sector. PANO pinpoints the critical role nonprofits serve, increasing respect and support for their members and the nonprofit community. One service that PANO provides is for potential nonprofits and individuals to become members. The membership grants access to a variety of affordable and relevant tools, resources and events; connecting organizations to more knowledge and ongoing trends.

Among the resources that PANO provides are online educational opportunities that help organizations move to the next level. The provided trainings and events, such as conferences, allow the opportunity to come together as a sector, share ideas, develop and maintain long-lasting relationships and receive expert help on current issues and trends regarding the nonprofit sector.

In addition, PANO members receive a discount on all PANO trainings and discounts on trainings offered by PANO partners, Idealware and The Nonprofit Center at La Salle. PANO members will receive a plethora of free resources online and they will also have the chance to use the Standards of Excellence code book to examine where their organization stands and how they can improve.

Funding.PANO primarily receives funding in two ways. First, PANO may apply for grants usable for a specific purpose to provide something tangible for its members to either attend or receive. Second, PANO is heavily supported by membership dues received annually from current member organizations. PANO also receives a significant amount of money from sponsors when they host events, like the conference they hosted in 2014 that raised $15,500 in sponsorships.


Situational AnalysisAnalysis of organization.Internal EnvironmentThe Pennsylvania Association of Nonprofit Organizations (PANO) is a statewide membership organization who serves the nonprofit sector in the Commonwealth of Pennsylvania. PANO takes on several roles including helping to build, maintain, and highlight the excellent service that nonprofits bring to the table. In the summer of 2014, PANO underwent a change in leadership which provided the opportunity to reevaluate the organization’s relevance as a state association. The board and the new Executive Director, Anne Gingerich, decided to conduct an analysis with PANO members and community members to hear their needs and to determine how PANO can play a role in meeting those needs. The association has a total of five employees. Each employee has their own office with PC computers that include the Microsoft Suite, and the organization has an e-newsletter that is not updated regularly.

Public PerceptionPANO sees its reputation as being a beneficial, relatively inexpensive (membership priced on sliding scale), practical and essential ingredient in the nonprofit sector in Pennsylvania.

External EnvironmentNonprofits have been an essential part of the economy dating back to the World War I era. Nonprofit associations have given nonprofits the chance to shine through a larger entity being the gatekeeper of information. As PANO has said, they do not want to look at other nonprofits as competitors, rather partners in working together to achieve a common goal which is to continuously show the general public, opinion leaders, community leaders, and elected officials the benefits and needs of the sector. During the recession, while for-profit businesses struggled with decreased revenues causing significant downsizing, high unemployment rates, and record breaking home foreclosures, the nonprofit sector continued its pattern of growth. Additionally, general research shows that the Pennsylvania nonprofit sector employs almost 13.3% of the state’s workforce and generates $109.8 billion in annual revenues (https://nonprofitquarterly.org/policysocial-context/23359-infographic-what-is-driving-nonprofit-sector-s-growth.html).

This section includes secondary research of the nonprofit sector, as well as an extensive analysis on PANO’s internal and external business environment including: SWOT Analysis, Force Field Analysis, Expert Interview, Real State Analysis, and Ideal State Analysis.


Force field analysis. (See Appendix A1)The Force Field Analysis determines the restraining and driving forces useful for making decisions within an organization. It will assist PANO in the decision-making process by analyzing the forces for and against a change, and helped Teleios communicate the reasoning behind the tactics and strategies developed for the proposed campaign. There are two purposes for a force field analysis:

• To decide whether to go ahead with the change; • To increase your chances of success, by strengthening the forces supporting change and weakening those against it.

SWOT analysis. (See Appendix A2)StrengthsThe Pennsylvania Association for Nonprofit Organization’s Standard of Excellence code enables PANO to be concerned with the unity of the nonprofit sector. Of the 834 nonprofit organizations currently served, PANO has maintained a strong retention rate—up to 90 percent. PANO’s active involvement in the community is supported by the past year’s innovative listening tour.

WeaknessesPANO struggles with building upon established relationships and does not utilize affiliated organizations as resources. In addition to PANO’s low level of awareness, which may also be contributed to by its lack of branding consistency, the organization suffers from poor internal communication. PANO’s budget has not allocated funds for its intended real state.

OpportunitiesPANO has the advantage of the large amount of nonprofits statewide and can capitalize on such by keynote speaking at conferences hosted within the sector. In enacting a contribution to nonprofit awareness month, PANO may use conferences, workshops, and events to engage both internal and external publics.

ThreatsPANO’s budgetary parameters contribute to its lack of resources.


Opportunity StatementOpportunity statement.PANO has the opportunity to increase awareness of the nonprofit sector through the initiation of a statewide celebration that will educate and inform the general public of how Pennsylvania nonprofits contribute to the economy and quality of life. In keeping with the key message, PA Nonprofit Awareness: Serving Communities, Serving our State, Shaping the Sector; PANO will have the opportunity to establish mutually beneficial relationships with its key publics; formal/informal opinion leaders, media and the general such as current and potential college students, residents and community employees.

This section summarizes the opportunity PANO stands to gain from implementation of this informational campaign.


Identification of PublicsMajor publics.PANO’s Members —Nonprofit organizations who are members of PANO. • Current members • Potential members

PANO’s Producers—PANO employees, interns, donors, bank (finances)

PANO’s Enablers—JRG Advisors, Board of Directors, Alliance for Nonprofit Resources, Bayer Center for Nonprofit Management, The Nonprofit Center at La Salle University’s School of Business, The Nonprofit Partnership, Nonprofit Talent, Nonprofit & Community Assistance Center, National Council of Nonprofits, Standards for Excellence, and Media (WITF, WGAL, ABC27, CBS21, Patriot News, etc.)

PANO’s Limiters—Regional foundations (Lancaster County Community Foundation), National & Global Associations (YMCA), unfriendly media, and negative opinion leaders.

Key publics (See Appendix A3)Intercessory publics—media, formal/informal opinion leaders, community leaders, elected officials (Bob Casey Jr, Pat Toomey, Tom Wolf, and 17 PA House of Representatives). Informal Opinion Leaders Formal Opinion Leaders MediaPANO’s Members—the nonprofit organizations that are PANO members and potential nonprofits that are not members of PANO.

Apathetic Public—formal opinion leaders—the formal opinion leaders such as legislators and other elected officials; this public knows of the nonprofit sector and most likely knows of the nonprofit sector as being an essential part to our economy, but simply does not care until they realize the nature of concerned issue. When a cause is lobbied for, that is how opinion leaders form their opinions and serve as a trustee to the state of Pennsylvania and the United States.

Latent Public—nonprofits in PA—the nonprofits in Pennsylvania share in the issue with PANO in that a nonprofit awareness day, week or month could/should be enacted to bring the sector together,

This section identifies, categorizes, and defines major and key publics influential to the desired outcomes of this informational campaign.


however the nonprofits do not recognize this situation or its potential for two reasons: 1) PANO does not have a relationship with the nonprofit sector in its entirety in Pennsylvania. 2)Regional organizations may already have a day, week or month-long celebration celebrating the nonprofits in their designated areas (i.e. Lancaster County Community Foundation’s 24-hour Give).

Active Public—PANO members—PANO members are an active public due to the realization of reaching the fullness of what is identified as a public. PANO members are discussing and acting on the shared issue at hand by coming to an agency to help in the development of the planning and research phases of enacting a nonprofit day, week, or month for a statewide initiative that celebrates the great work that nonprofits do.

Aware Public—Media & partners—this public recognizes that it shares an issue and perceives the consequences as being relevant, but it is not organized to discuss and act on the issue. With the implementation of the campaign, tools such as news releases and partnering will allow for this public to organize themselves to share about the issue to the general public.

Non-public—General public (Generation Y, Generation X, etc.)—this group does not share any issues with the organization and no real consequences exist to or from this group of people. At this level, the general public, if the campaign is implemented correctly, the general public could be of great significance to nonprofits as a whole. If implemented during the proposed time frame, and with the goals, objective, strategies and tactics, this public will then become a latent public.

Benefit Statement.The Pennsylvania Association of Nonprofit Organizations offers its current and potential members, the general public, media and partners the opportunity to increase the diffusion of knowledge of the nonprofit sector. Additionally, with the diffusion of knowledge comes a statewide initiative that celebrates the great work that nonprofits are generating to keep the economy healthy.


Summary of Research ReportAbstract.This essay examines the nonprofit sector of Pennsylvania as it applies to the implementation of a nonprofit awareness day, month, or week. It examines what other states are doing for their nonprofit awareness month, day, or, week providing suggestions on how to increase community engagement and build relationships with legislators.

Introduction.Nonprofit organizations across the United States have had an positive impact on the economy and the communities they serve. PANO serves to amplify the impact of the community benefit sector through advocacy, collaboration, learning, and support. With the implementation of a nonprofit awareness month, day, or week, PANO can help provide awareness to the nonprofit sector. Research has been done by pruning through all 50 states and finding out what states have already implemented a Nonprofit Awareness campaign to see how PANO can incorporate a Nonprofit Awareness day, week, or month, as well as to celebrate and acknowledge the work of the nonprofit sector.

Expert interviews were conducted to develop a clear direction of what PANO wishes to accomplish during this campaign. We aimed to gain clarity and understanding of the organization and its key publics in order to develop a clear key message and tactics. During the expert interview, it was reveled that PANO wants to develop a project outline to implement Nonprofit Awareness Month. For previous research purposes, PANO launched the Listening To PA, Listening Tour to learn about the strengths, resources and needs of Pennsylvania communities and nonprofit sector. Some successful tools that PANO has found useful for community engagement has been speaking engagements and listening tours. PANO discovered the top five things people love about their communities are: talented generous people who care deeply about the community; natural beauty, rural areas, and recreational opportunities; the aliveness and forward movement; the rich history and landmarks; and their communities size and location.

Our research questions are as follows: RQ1. How did you hear of the organization PANO? RQ2. What nonprofits or groups are being missed by the organization that could help enhance PANO’s mission? RQ3. Through the use and declaration of a Pennsylvania Nonprofit day, week, or month, how can PANO develop a better comprehension of the economic benefits of the nonprofit model to internal and external publics? RQ4. What strategic action should PANO perform to enhance the awareness of the organization to the community?

This section summarizes primary research findings linked directly to PANO’s opportunity statement, including content analysis.


Methods.A qualitative content analysis was conducted on three states that participated in nonprofit awareness month, week, or day. The analysis was conducted to provide suggested activities and events that PANO can implement within their nonprofit awareness day, month, or week. Before the three states were chosen, an analysis on all fifty states was conducted. Out of the states, Idaho, Delaware, and Colorado were intentionally chosen based off of their events, available content, and time frame.

Content analysis.PANO aims to propose the implementation of a Nonprofit Awareness day, week, or month. Research has been done by pruning through all 50 states and finding what states have already implemented a Nonprofit Awareness day, week, or month to see how PANO can incorporate a Nonprofit Awareness day, week, or month to celebrate and acknowledge the work of the nonprofit sector. Three of the 50 states, Delaware, Idaho, and Colorado, were selected for in-depth analysis, based on location and effectiveness of contribution to nonprofit awareness.

Delaware Alliance for Nonprofit Advancement, DANA, believes the quality of life for Delawareans is improved because nonprofits are delivering on their missions efficiently and effectively. As the leader of the nonprofit sector, and the organizer of Nonprofit Awareness Month, DANA’s goal is to educate the public around the efforts of nonprofits in their communities that impact quality of everyday life for all Delawareans. Delaware holds their nonprofit awareness month in November. This month is chosen because it is before the holidays and before legislators are back in session in January.

Nonprofit organizations are beneficial to the US economy. DANA’s goals include informing Delawareans of facts, such as, “More than 60,000 individuals are employed by nonprofits in Delaware. There’s over $2.6 billion each year in nonprofit employee payroll. 14% of all employed Delawareans are employed by a nonprofit. More than 93,000 volunteers reported, for a total of 1.4 million hours across the state. Hours volunteered at Delaware nonprofits is valued at $31 million. The Delaware nonprofit sector generated $5.3 billion in revenue.”

Delaware offers suggested activities that other nonprofits can participate in, including National Philanthropy Day on November 15. Philanthropy day includes a full day leadership development conference. DANA also provides an outlined list of events for the month including fundraisers, dinners, and open houses. One of the main events DANA focuses on are Delaware nonprofit advocacy days. Advocacy days are held on November 12th and 13th. DANA encourages nonprofits to take their messages and concerns to legislators. These Advocacy Days were created for legislators to get to know nonprofit organizations across the state, and familiar with some of the great work they are doing.

DANA includes many helpful items in their toolkit and instructions on how to utilize each item. Some items included are information and updates on Grant-In-Aid, resources and background information on DANA, and where to find your Elected Officials. DANA’s suggested action calendar is a great way to encourage other nonprofit organizations to participate and join the conversation, displaying DANA member events and events non-members can participate in. The toolkit provides nonprofits with information on Advocacy Days, Philanthropy Day, and #GivingTuesday. There are printable flyers for photo opportunities and displays that nonprofit organizations across the state can use to show support of Delaware’s Nonprofit Awareness month.


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Like Delaware, the state of Idaho celebrates Nonprofit Awareness Month in November. The Idaho Nonprofit Center delivers education regarding the contributions that nonprofits make every day in communities across Idaho to create a better understanding about the value, importance and impact of the sector. The Idaho Nonprofit Center is dedicated to mobilizing charitable nonprofits across the state to raise public awareness about the nonprofit sector; educating nonprofit stakeholders about the valuable contributions that nonprofits make to enrich communities and the economy; encouraging Idahoans to support nonprofits through volunteerism and philanthropy. Idaho’s key messages are to Reach Out to Government, Reach Out to Community, and Reach Out to Media. Similar to Delaware, Idaho also lists suggested tactics that nonprofit organizations can replicate.

Nonprofit organizations have free range in determining how they want to contribute to nonprofit awareness. Colorado celebrates Nonprofit Week in the duration of March 16th-20th. The purpose of Colorado Nonprofit Week is to educate the public and create a better understanding of the value and importance of the nonprofit sector to their state. They also use it as a time to thank the thousands of board members, volunteers and dedicated staff who work diligently year-round to make a positive difference in the communities they serve. Some events that they have include LunaFest, Luncheon, and Rally for Civil Rights.

Colorado’s week consists of Mission Monday, where nonprofit organizations share their mission and message with their fans and followers. Tuesdays are used as a tribute to volunteers, as they are an essential key to the success of many organizations. Volunteers not only provide extra hands and valuable expertise, but can also be the organization’s biggest advocates. Wednesday is Working for Nonprofits Wednesday. Colorado has over 19,000 nonprofit organizations throughout the state, and nonprofits are an important economic force in Colorado. This day is where nonprofits celebrate their helping hand in Colorado’s growing economy. Colorado views it’s donors as the lifeblood of nonprofits, and their financial contributions are essential to the success of nonprofit organizations; therefore, Thursday is Thank a Donor Thursday. On this day nonprofit organizations have the opportunity to express gratitude for their donors. Friday is celebrated as Photo Friday, where any media coverage is encouraged to be shared such as photos, interviews, and articles.

Literature ReviewPANO Wishes to Build Community Engagement The article Emerging News Non-Profits: A Case Study For Rebuilding Community Trust?, examines the key components to building community trust. In order to instill community trust, organizations must build future relationships, perform consistently, and maintain a set of values. In order to successfully build community trust, collaboration is extremely important. There are numerous benefits to collaborating with other companies and organizations. Collaboration can be used as a networking tool and as a way to gain exposure. “More nonprofits will have to do what businesses have done--merge or collaborate. But it will be difficult to survive on their own”

Transparency is necessary when building community trust. It is important that the public feels like part of the process. The article states that, “The Wisconsin Center was open about its sources of funding, posting those organizations’ and individuals’ names on its website and ensuring that those sources did not impact content,” (Konieczna). Doing so allowed the reader to gain clarity and helped

•A MILLERSVILLE UNIVERSITY OF PENNSYLVANIA PUBLIC RELATIONS AGENCY• SPRING 2015 • COMM 452 • DR. JENNIFER F. WOOD•RESEARCH•

maintain a strong reputation. The support of the public is important for nonprofit organizations to thrive; maintaining a strong positive reputation helps build trust between the organization and its public.

While it is important to create new relationships, it is important to nurture and maintain current relationships, this can only be done by developing engaging tactics. Some of this can include town hall meetings, writing workshops, and ways to increase online interaction. Nonetheless, it must be remembered that one of the fundamental characteristics of any kind of trusting relationship is risk-taking (Konieczna).

PANO Wants to Share the Benefits of Nonprofit Sector There are many benefits of the nonprofit sector compared to the private and public sectors. Unlike the nonprofit sector, there are growing limitations from the other two sectors. Private sectors have an advantage because they can meet consumer demands at minimum cost; however, it does not respond to the wants and needs that are not linked to a money demand. Another setback for private sectors is the exclusivity. Some individuals are unable to purchase using the private market.

An option for individuals that cannot afford to buy using the private sector is using a public sector. The public sector is the government. The public sector has the ability to correct the failures of the private market. The government can finance, mandate, and encourage the production of goods and services that are unprofitable to the private sector. Unfortunately, the government relies on the political process. In order to make change, it must respond to the needs of the majority (Weisbrod, 1988). Nonprofit organizations are beneficial to the U.S. economy. “In order to succeed in the current economic and social environment, organizations should seek to implement innovative solutions in the service provision and the organizational management areas (Jaskyte, 2013). Nonprofit organizations promote the health and well being of society. They contribute to communities and focus on volunteerism to make a difference. Nonprofit organizations provide services and assistance to help meet needs unmet by the private and public sector. Nonprofit organizations provide job growth, which positively impacts the economy employing one out of every nine workers in the state of Pennsylvania.

Nonprofits innovate where government and corporations cannot; they provide accessible, community-based services and employ the largest proportion of people in the nonprofit sector, making them critical contributors to our country’s development. Unfortunately, nonprofit organizations are also the most vulnerable during tough economic times. In the United States alone, there are 1.6 million nonprofits. “Nonprofit organizations are the third largest employer in the entire U.S. labor force. The total assets for the U.S. nonprofit sector in 2011 were $2.9 Trillion. An estimated $836.9 billion was contributed to the U.S. economy by the nonprofit sector in 2011, which is 5.6% of the country’s gross domestic product” (Vogelsang, 2015).

PANO Wants to Develop and Maintain Ongoing Relationships with Legislators It is important to develop strong relationships with legislators and policy makers. It is also important to be informed on where legislators stand on issues. Some ways to learn more about legislators are visiting the legislator’s website and signing up for their e-newsletters. To find out what committees a legislator participates on, you can visit the PA General Assembly website. Building consistent relationships with legislators increases the chances of getting their support.


There are many ways to build relationships with legislators. Some ways to build relationships include writing legislators, inviting them to events, and scheduling a visit at their district office. Attending candidate forums or town hall meetings that are held by legislators establishes a good relationship and promotes accountability.

In order to get a legislator’s full support on a cause, it is vital to educate them on the cause. Providing the benefits of the cause and how it will positively impact the community can do this. By building a relationship with legislators, there is a better chance of success in convincing them to support a particular cause (Howard).

ResultsIn our findings, we discovered that most the successful nonprofit awareness day, month, or week allowed for the nonprofit organizations within the state to participate by providing them with daily activities. During these activities, it is encouraged to invite the community and legislators to have an active role in the events that are being partaken throughout the day, month, or week. We suggest days such as “Advocacy Day” where organizations are encouraged to contact their local legislators, as well as for social media events, where nonprofits are encouraged to post pictures of their organization and some of the great things they do. A Nonprofit Awareness campaign should be used as a day, week, or month where organizations across the state of Pennsylvania can come together for a common cause, the benefit of the nonprofit sector.


In This Section:



Action

• Theoretical Framework• Goals• Objectives

Theoretical FrameworkTheoretical framework.Diffusion of innovation theory notes that people who are quick to try new ideas or products are influential with latecomers to the innovation. PANO’s mission to amplify the impact of the community benefit sector through advocacy, collaboration, learning, and support shares the common interests for nonprofit organizations across Pennsylvania. PANO should be the first point of contact providing means to reach another public such as legislators. Diffusion of innovation theory identifies the role of opinion leaders as models in the process of mass adoption of new products or ideas. PANO can become an intercessor that helps nonprofit organizations across Pennsylvania get their messages to both legislators and their communities. PANO is set to inform. Information presented through the news media can pave the way for personal interaction between opinion leaders and the ultimate public.

Smith, R. (2002). Strategic Planning for Public Relations (4th ed., p. 60). Mahwah, N.J.: Lawrence Erlbaum Associates.

This section elaborates on the diffusion of innovation theory as it pertains to PANO and the need for this informational campaign.

14• SPRING 2015 • • COMM 452 • •DR. JENNIFER F. WOOD• •ACTION•

GoalsPosition: PANO would like to head a month, week, or day-long celebration that will create a sense of community in Pennsylvania for the acknowledgement and betterment of the nonprofit sector.

Goals.1. Create a statewide initiative that will educate/inform the general public of the great work that nonprofits generate in order help the economy thrive and within its communities.

2. Generate a better understanding of the economic benefits of the nonprofit model.

3. Establish new mutually beneficial relationships.

This section includes PANO’s desired outcomes from this informational campaign.


ObjectivesObjectives.1.1 To have an effect on action; specifically to generate volume turnout to events of 50% of the general public in Pennsylvania during the month of November 2016.

1.2 To have an effect on acceptance; specifically to generate interest in PA Nonprofit Awareness (80 percent of the general public within the next 19 months).

2.1 To have an effect on awareness of college students; specifically to increase their knowledge of the economic benefits of the nonprofit model (20 percent of undergraduate students in the next 19 months).

2.2 To have an effect on awareness of formal/informal opinion leaders; specifically to increase their knowledge of the economic benefits of the nonprofit model (15 percent of formal/informal opinion leaders within the next 19 months).

3.1 To have an effect on awareness; specifically to create knowledge among 75 percent of general public about PANO and their mission.

3.2 To have effect on awareness; specifically to create understanding by 75 percent of the general public about the PA nonprofit sector and how PANO fits into the nonprofit model.

This section outlines the steps necessary to accomplish goals of this informational campaign.


In This Section:



Communication

• Key Message• Strategies• Tactics

Key MessageCampaign theme.Our key message highlights “Serving Communities, Serving our State, and Shaping the Sector.” PANO has expressed that what they do is not about the organization, as it is about the sector. PANO delivers on this message by implementing an informational campaign that will raise awareness about nonprofits, and educate Pennsylvanians about the benefits of nonprofits in their communities and in the state.

This section specifies the theme of this informational campaign.

17• SPRING 2015 • • COMM 452 • •DR. JENNIFER F. WOOD• •PLANNING•

StrategiesStrategies. Proactive Strategy: Action 1. Involve key publics in celebrations and other special events focused on PA Nonprofit Awareness. 2. Place a high priority on community engagement with formal/informal opinion leaders, university students, and the sector as they relate to the serving of communities and shaping the sector. 3. Develop mutually beneficial relationship with community alliances and coalitions to help spread the word about PA Nonprofit Awareness in PA communities. 4. Engage in corporate sponsorships focused on events surrounding PA Nonprofit Awareness.

Proactive Strategy: Communication 1. Take advantage of the many newsworthy activities associated with PA Nonprofit Awareness 2. Initiate news activities focused on PA Nonprofit Awareness; include information about Senate Bill IV and its importance to charitable nonprofits. 3. Engage in transparent communication to allow key publics to observe the company’s current and past efforts to impact the community benefit sector.

Campaign timeline.Nonprofit Awareness Month TimelineNovember 1- Share this calendar with your network! • Place “Nonprofit Awareness” logo as your social media avatar • Use #servingcommunitiesnaPA on social networking sites (first week) • Use #servingourstatenaPA on social networking sites (second week) • Use #shapingthesectornaPA on social networking sites (third week) • Training/Information session on Advocacy Day at Capitol Hill in HarrisburgNovember 2- Subscribe to your favorite nonprofit’s blog • Follow your favorite PA nonprofit Twitter • Like your favorite PA nonprofit Facebook • Nonprofit Awareness GalaNovember 3- Contact the media with good news about your work. • Radio spot for Run/Walk supporting nonprofits in PA • Save the Date: PA Nonprofit Awareness: Serving Communities, Serving Our State, Shaping the Sector River Run/Walk at City Island.

This section elaborates on a range of actions for PANO to effectively communicate to its key publics for the implementation of this informational campaign.


November 4- Election Day—Make sure to VOTENovember 5- Recognize your board, staff and volunteers for their efforts! • PANO Awards: Pennsylvania Awards Breakfast • Date and Time: TBDNovember 6- Like PANO’s Facebook page for updates and member appreciation of nonprofits. November 7- Advocacy Day at Capitol Hill • Advocacy is a PANO event where the nonprofit sector comes together in Harrisburg, PA to talk to Members of Congress about important issues, like Senate Bill IV. This will be PANO’s first event open to the public and if enough interest is shown, they will continue to have an annual advocacy day. All that are interested are required to attend a training and information session needed for this day of empowerment. Advocacy Day is a great opportunity to meet informal and formal business leaders in the community who want to make a difference and deliver a message that nonprofits matter. .November 8- Participate in our poll and be entered to win “I LOVE PA” surprise pack!November 9- Speak to a local group about your nonprofit’s successes and needs.November 10- Contact the media with good news about your work.November 11- Tweet how your nonprofit makes an impact.November 12- Get Active Run or Walk at Nonprofit Awareness: Serving Communities, Serving our State, Serving the Sector River Run/Walk at Harrisburg City Island.November 13- Reflect on how far your nonprofit has come and where you are going.November 14- Volunteer at a soup kitchen or homeless shelter in PANovember 15- Invite the public to tour your facilitiesNovember 16- Be a donor. Make a personal contribution to an important cause. November 17- Build your Testimony. Tell us a story of how nonprofits have impacted you!November 18- Member Spotlight (spotlight will display nonprofits every day in each region who are doing something in their community that is making a difference).November 19- Invite the public to tour your facilitiesNovember 20- Shop local to support your communityNovember 21- Collaborate with another nonprofit on a video project.November 22- Make Pennsylvania Beautiful be sure recycle November 23- Send Thank You letter to your donorsNovember 24- Share your nonprofit’s video on Twitter and Facebook.November 25- Invite a nonprofit to join the Pennsylvania Nonprofit CenterNovember 26- Speak to local group on your successes and needsNovember 27- Give Thanks for your donors, volunteers and well-being (create graphic to post) November 28- Mission Monday • Share a brief history of how your nonprofit was established. Include photos that chronicle your growth and success along the way. • Create a unique graphic that includes your mission statement and make it your Facebook cover photo or Twitter header for the day. • Share notable statistics, benchmarks or tangible impacts your nonprofit has accomplished while working to fulfill its mission. Bonus points for creating an infographic!November 29- Reflect on how far you’re nonprofit has come and where you are going.November 30- Share how you celebrated Nonprofit Awareness Month!

Nonprofit Awareness WeekNovember 4- Be sure to VOTE! November 6- Like PANO’s Facebook page for updates and member appreciation of nonprofits. November 7- Advocacy Day at Capitol Hill


• Advocacy is a PANO event where the nonprofit sector comes together in Harrisburg, PA to talk to Members of Congress about important issues, like Senate Bill IV. This will be PANO’s first event open to the public and if enough interest is shown, they will continue to have an annual advocacy day. All that are interested are required to attend a training and information session needed for this day of empowerment. Advocacy Day is a great opportunity to meet informal and formal business leaders in the community who want to make a difference and deliver a message that nonprofits matter. November 8- Participate in our poll and be entered to win “I LOVE PA” surprise pack!November 9- Speak to a local group about your nonprofit’s successes and needs.November 10- Contact the media with good news about your work.November 11- Tweet how your nonprofit makes an impact.November 12- Invite your neighbor to brunch Nonprofit Awareness DayNovember 7- Advocacy Day at Capitol Hill • Advocacy is a PANO event where the nonprofit sector comes together in Harrisburg, PA to talk to Members of Congress about important issues, like Senate Bill IV. This will be PANO’s first event open to the public and if enough interest is shown, they will continue to have an annual advocacy day. All that are interested are required to attend a training and information session needed for this day of empowerment. Advocacy Day is a great opportunity to meet informal and formal business leaders in the community who want to make a difference and deliver a message that nonprofits matter.


Campaign Budget.*Note: The narrative budget is the justification of ‘how’ and/or ‘why’ a line item helps to meet the program deliverables.*This budget is tentative; should PANO decide to hire an agency to implement this campaign, the personnel salary is an estimate of what each median salary would be based on cost of living and agency reputation.EXPENSES A. Personnel Salary— Total: $248,160

Account Executive currently oversees and manages the information between PANO, the planning and creative teams, and the agency owner. The account executive works within a wider team and aims to influence public opinion or behavior by designing goals, objectives, strategies and tactics for a public relations campaign. This individual’s annual median salary is and will be covered for the 12 months of the contract totaling $53,100.[compiled from http://bit.ly/1esWIJi]

Creative Director (Graphic Designer) responsible for visual style and images in visual communication pieces, the creative director creates overall design of a project and directs others who develop artwork and layouts. This individual’s annual median salary is and will be covered for the 12 months of the contract totaling $80,880.[compiled from http://1.usa.gov/1fa6P85]

Copy Director (Copy Editor) plans, coordinates, and revises communication material. The copy director ensures that all text is readable, accurate, and ready for publication. This individual’s annual median salary is and will be covered for 12 months of the contract totaling $53,880.[compiled from http://1.usa.gov/1b8wdPZ]


Research Director (Market Research Analyst) leads and oversees development of research design, analysis, recommendations, and presenting results. This individual’s annual median salary is and will be covered for the 12 months of the contract totaling $60,300.[compiled from http://1.usa.gov/1bgFezf]

B. Staff Development— Total: $6,500 The producers of PANO will attend workshops and hold their own conference in the local and national community regarding the nonprofit sector to continue educating others and themselves for the betterment of the sector.

C. Travel— Total: $1,000

The staff is expected to travel around the state to visit other nonprofit locations, attend meetings and trainings/conferences, and meet with state-wide partners. The agency reimbursable rate is 0.0445 and not the Federal rate of 0.585.

EVENTSD. Gala Expenses— Total: $2,600 A. Venue/Catering B. Gratuity C. Decorations D. Production 1. Audio Visual Rental 2. Music 3. Photographer E. Printed Materials A. Designer B. Printing: Invites C. Printing: Tickets ($100 per person)

E. Advocacy Expenses—lobbyist Total: $1,700 A. Lobbyist B. Disclosure fees C. Travel & Food D. Promotional Materials

F. Walk for PA Total: $2,000 A. Promotional/Marketing Items B. First Aid (volunteers from Pinnacle Health) Total: $--- 1. Pre-registration costs ($30 w/ t-shirt) 2. Registration on site ($40 w/shirt) 3. Registration for kids 10 and under (no shirt) G. Advertising/Public Relations/Marketing *Strongly recommended; not required* A. Website Update--$750/month


B. Rebranding--$2,000 C. Advertising-- $1,300 D. SFX Advertising/PR--$200/month

INCOME A. Sponsorships—Total: $15,500 B. PANO Memberships—Total: $206, 649 C. Walk for PA registration Total: $--- D. Tickets for Gala Total: $---

*All items are suggestions to have a successful campaign .

TacticsTacticsPANO will develop interpersonal communication tactics to publicize PA Nonprofit AwarenessInterpersonal Tactic 1: Advocacy Day workshop/training • Key publics, hands-on, low cost, audience feedback Interpersonal Tactic 2: Advocacy Day at the Capital • Key publics (formal/informal opinion leaders), moderate cost, high impact, high visibility Interpersonal Tactic 3: Nonprofit Sector Awards Breakfast • Internal publics, low cost, news value, reaffirming existing support Interpersonal Tactic 4: Run/Walk for PA Nonprofit Event • Key publics, high visibility, moderate cost Interpersonal Tactic 5: Existing event (PANO Conference) • Little additional cost, news value, power of ritualization Interpersonal Tactic 6: PA Nonprofit Community Value Podcast • Low cost, news value, high impact Interpersonal Tactic 7: PA Nonprofit Fall Fest • Key public (undergraduate students), moderate cost, high impact, high visibility

PANO will develop the following tactics using organizational media to publicize PA Nonprofit Awareness Organizational Media Tactics • Poster--moderate cost, high visual impact • Home page at pano.org--information-seeking publics, low cost, for potential PANO members, interactive • Newsletter articles--internal publics, low cost, interactive • Post card-- internal publics, low cost, interactive • Sample tweets—key publics, low cost, interactive • Sample Facebook posts—key publics, low cost, interactiveMedia Tactics • News release--low cost, accessible, target to general publics • Email blast—low cost, accessible, target to latent publics • Fact sheet for key publics (generation X and Y, formal/informal opinion leaders, partners, media) • Myth sheet for key publics (generation X and Y, formal/informal opinion leaders)—low cost, accessible • Sample social media release-- low cost, information-on-demand for key publics; photo and caption of preparation for PA Nonprofit Awareness day, week or month--low cost, interests community about nonprofit awareness.

This section provides an inventory of action and communication tools for PANO to effectively implement this informational campaign.


Advertising and Promotional Tactics • Radio spot—moderate to high cost, focus on key publics • Promotional items and giveaways—moderate to high cost • T-shirt with nonprofit awareness logo—moderate to high cost • Flyer—low cost, high visual impact


In This Section:



Evaluation

• Evaluation Plans• Feedback and Program Adjustments

Evaluation PlansEvaluationIn order to measure the success of each event in our nonprofit awareness day, week or month, we must evaluate how closely we have reached our goals and objectives. As previously stated PANO’s goals are to demonstrate to officials the value, importance, and impact of the nonprofit sector in Pennsylvania; and develop a better comprehension of the economic benefits of the nonprofit model to secondary, external, and primary publics. Their objectives are to raise awareness of the nonprofit sector, decrease negative attitudes, and assist nonprofit organizations with increasing involvement with legislators and policy makers. It is expected that our target audience will have gained more knowledge on the economic benefits of the nonprofit sector. Our target audience will also have a better understanding of the value, importance, and impact of the nonprofit sector.

This section indicates specific methods for PANO to collectively measure the effectiveness of each goal, objective, strategy, and tactic of this informational campaign.

25• SPRING 2015 • • COMM 452 • •DR. JENNIFER F. WOOD• •EVALUATION•

Feedback and Program Adjustment

26

EvaluationIf necessary the program adjust will be made based upon the findings from the following evaluation methods. Benchmarking.Benchmarking is an evaluation method PANO can use to measure results by comparing achieved results to other leading nonprofit organizations who have implemented a Nonprofit Awareness day, week, or month. This process will help PANO determine the improvements that need to be made and analyze how well PANO has performed in terms of their goals and objectives.

Pre-post testing.Pre-post testing is an evaluation method PANO can use to measure audience feedback and community attitudes toward the nonprofit sector by implementing a pre-testing survey (See Appendix A26) and a post-testing polling technique (See Appendix A27), to be distributed at the end of each event, that would help PANO develop a sense of where they stand within the community. By reaching out to the public, an evaluation of the use of social media platforms can also be done using analytics programs.

This section indicates specific methods for PANO to receive evaluation feedback and make program changes, as necessary, for this informational campaign.

• SPRING 2015 • • COMM 452 • •DR. JENNIFER F. WOOD• •EVALUATION•

In This Section:



Appendices

• SWOT analysis• Force field analysis• Publics wheel• Gantt chart• Toolkit material• Promotional material

APPENDICES TABLE OF CONTENTSAppendices Force Field Analysis ...........................................................................................................A1 SWOT Analysis ..................................................................................................................A2 Publics Wheel ....................................................................................................................A3 Gantt Chart .......................................................................................................................A4 Toolkit ............................................................................................................................A5 Promotional Material ...................................................................................................... A18 Research Survey ..............................................................................................................A26 Sample Poll.....................................................................................................................A27

Force Field Analysis

-5 -4 -3 -2 -1 0 1 2 3 4 5

Restraining Forces Driving Forces

PANO does not have a solid relationship with their secondary publics.

Legislation is critical to the success of nonprofits.

Limited in the contacts that they have (only have 8,000 out of the 64,000).

Accessibility to technology .

Hard to communicate with ALL nonprofit organizations in the state of Pennsylvania.

MailChimp, Twitter, Facebook, and Website.

Competition of local foundations that have the same mission as PANO.

PANO does not seek competition, they seek partnerships.

Budget. Budget.

A1• SPRING 2015 • • COMM 452 • •DR. JENNIFER F. WOOD• •APPENDICES•

• They’re in it for the greater good • Strong retention rate (mid 90% of nonprofits) • Standards of Excellence • Scale pricing

• Low level of awareness of what PANO does • No budget • Small amount of members versus the amount of nonprofits in the state

• Large advantage with the amount of nonprofits in PA • Networking base (WITF) • Engaging the younger population through social networking • Getting more involved with the local government • Individuals can become members

• Lack of resources and budget

SWOT Analysis

Strengths Weaknesses

Opportunities Threats


Publics Wheel

PANO

1

2

3

4

Major Publics

ProducersEnablers

Limiters

PANO’s Members

Latent Public

Partners and mediaEmployees, donors and banks

Regional Foundations, National and Global Associations


GANTT Chart


Toolkit

November 2016Share this

calendar with your network!

Subscribe to your favorite nonprofit’s

blog

Contact the media with good news about your

work

Election Day—Make

sure to VOTE

Recognize your board,

staff and volunteers for their efforts!

Like PANO’s Facebook page

for updates and member appreciation of nonprofits.

Participate in our poll and be entered to win

“I LOVE PA” surprise pack!

Speak to a local group about your nonprofit’s

successes and needs.


work.

Tweet how your nonprofit

makes an impact.

Advocacy Day at Capitol Hill

Reflect on how far your nonprofit has

come and where you are

going.

Volunteer at a soup kitchen or homeless shelter in PA

Invite the public to tour your facilities

Be a donor. Make a

personal contribution to an important

cause.

Make Pennsylvania Beautiful be

sure to recycle

Send a Thank You letter to your donors

Share your nonprofit’s

video on Twitter and Facebook.

Invite a nonprofit to join the

Pennsylvania Nonprofit

Center

Speak to local group on your successes and

needs

Give Thanks for your donors,

volunteers and well-

being

Mission Monday

Build your Testimony.

Member Spotlight

Invite the public to tour your

facilities

Shop local to support your community

Collaborate with another

nonprofit on a video project.

Reflect on how far your nonprofit has

come and where you are

going.

Share how you celebrated

Nonprofit Awareness

Month!



1 2 3 4 5

6 7 8 9 10 11 12

27 28

20 21 22 23 24 25 26

13 14 15 16 17 18 19

29 30

Get Active Run/ Walk for PA Nonprofits

Month calendar.


Week calendar.

November 20161 2 3 4 5

6 7 8 9 10 11 12

27 28

20 21 22 23 24 25 26

13 14 15 16 17 18 19

Be sure to VOTE!


Participate in our poll and

be entered to win “I LOVE PA” surprise

pack!

Speak to a local group about your nonprofit’s

successes and needs


work

Tweet how your nonprofit

makes an impact

Invite your neighbor to

brunch



29 30

Like PANO’s Facebook page

for updates and member appreciation of nonprofits


Day calendar.


November 2016




1 2 3 4 5

6 7 8 9 10 11 12

27 28

20 21 22 23 24 25 26

13 14 15 16 17 18 19

29 30

Be sure to VOTE!



FOR IMMEDIATE RELEASE August 1, 2016 Contact: Kiara Allen Public Relations Specialist Office:717-557-2857

PENNSYLVANIA CELEBRATES NONPROFIT AWARENESS MONTH

HARRISBURG,Pa.—ThePennsylvaniaAssociationofNonprofitOrganizationsisproudtointroducethecelebrationofNonprofitAwarenessMonthtoitssectorthroughoutNovember.

PennsylvaniaNonprofitAwarenessMonthwilldemonstratethatnonprofitorganizationsareanimportantpartoftheeconomywithvaluesforcommunityimprovementandenrichment,contributingtoemployingoneoutofeverynineworkersinthestate.

ThePennsylvaniaAssociationofNonprofitOrganizations(PANO)isdedicatedtoservingthecommunity,servingourstate,andshapingthesector.OnNovember1,2016,let’sjointogethertocelebratetheincredibleworksyoudotomakePennsylvaniastronger.

Visitwww.pano.org/panonprofitawarenessformoreinformationonhowyoucanhelpmakeadifference!

--30-- 08/01/051

Sample news release


Media Alert

FIVE DAYS LEFT UNTIL PANO’S FIRST WALK/RUN CELEBRATION

What: PANO and their partners will be hosting PA Nonprofit Awareness Walk/Run which will feature live music, games, food vendors, and a chance to win prizes!

When: PA Nonprofit Awareness: Serving Communities, Serving our State, Shaping the Sector Walk/Run will be held on November 12, 2015 (rain date: Saturday, November 19, 2015) o Registration for runners begins at 9 a.m. o Registration for walkers begins at 9:30 a.m. • Pre-registration cost: $35-adults; $30-kids; Free-10 and under • Day of registration: $45-adults; $40-kids; Free-10 and underHow: Pre-Registration can be done at www.pano.org. Day of registration will be held at City Island. Volunteers will be in attendance to direct participants.

For media inquiries: Please contact Lauren Henicle/Anne Gingerich at (717) 236-8584 or [email protected]/[email protected] for more information.

Who: The Pennsylvania Association of Nonprofit Organizations (PANO) is the statewide membership organization serving and advancing the nonprofit sector thorough advocacy, collaboration, education and other services in order to improve the overall quality of life in Pennsylvania. PANO exists to support the incredible work of the nonprofit sector and highlight the critical role nonprofits serve.



Sample media alert.


Dear Pennsylvania Awareness Month Partner:

Each November, thousands of nonprofit organizations join hands to serve the sector in recognition

of Nonprofit Awareness Month. During this time—whether for a day, week, or month—nonprofit

organizations showcase their contributions to their communities, highlighting that nonprofit

organizations provide unique opportunities for community improvement and enrichment.

The Pennsylvania Association of Nonprofit Organizations (PANO) developed a month-long

celebration to increase public awareness of the nonprofit sector. On November 1, 2016, let’s join together

to serve the community, serve our state, and shape the sector through advocacy, collaboration, learning,

and support.

We encourage you to take initiative and participate in combining our energy, talents, and values

to engage and inspire individuals and communities to make a difference. The strong unified voice of the

nonprofit sector will demonstrate that nonprofits matter.

Visit www.pano.org/panonprofitawareness for more information on how your organization can

contribute to Pennsylvania Nonprofit Awareness Month. On behalf of PANO, I would like to thank you for

working to grow communities for public benefit. Working together, we can help communities reach their

fullest potential.

Sincerely,

Anne GingerichExecutive Director Pennsylvania Association of Nonprofit Organizations



Sample email blast.




Radio Spots (10, 20, 30, 60)

10-second Radio SpotCOME TO CITY ISLAND ON NOVEMBER 12TH TO TAKE A STROLL TOWARD SERVING COMMUNITIES, SERVING OUR STATE, AND SHAPING THE SECTOR. FOR MORE INFORMATION, VISIT WWW.PANO.ORG.

###20-second Radio SpotARE YOU PREPARED TO DISCUSS IMPORTANT ISSUES, SUCH AS SENATE BILL FOUR, WITH PENNSYLVA-NIA STATE LEGISLATORS? REGISTER ONLINE AT WWW.PANO.ORG FOR YOUR SPOT ON ADVOCACY DAY AT CAPITOL HILL IN HARRISBURG. USE YOUR VOICE AND JOIN HANDS WITH PENNSYLVANIA NONPROF-ITS IN SERVING COMMUNITIES, SERVING OUR STATE, AND SHAPING THE SECTOR.

###30-second Radio SpotDID YOU KNOW THAT THE POWER TO RAISE CONCERNS TO LEGISLATORS OF YOUR COMMUNITY IS IN YOUR VOICE? TO LEARN MORE INFORMATION ABOUT COMMUNITY BENEFITS FROM NONPROF-IT ORGANIZATIONS, VISIT WWW.PANO.ORG. FOLLOW US ON TWITTER AND LIKE US ON FACEBOOK TO SHARE YOUR FEEDBACK. YOUR VOICE IS A VITAL PART OF SERVING COMMUNITIES, SERVING OUR STATE, AND SHAPING THE NONPROFIT SECTOR. USE YOUR VOICE. TELL US HOW PENNSYLVANIA HAS IMPACTED THE QUALITY OF YOUR LIFE.

60-second Radio SpotTHIS NOVEMBER, PENNSYLVANIA NONPROFITS HAVE JOINED HANDS FOR A MONTH-LONG CELEBRA-TION OF SERVING COMMUNITIES, SERVING OUR STATE, AND SHAPING THE SECTOR. DO YOU WANT TO MAKE A POSITIVE DIFFERENCE FOR YOUR COMMUNITY? JOIN US ON CITY ISLAND FOR OUR NON-PROFIT AWARENESS WALK/RUN ON NOVEMBER12TH FOR LIVE MUSIC, GAMES AND A CHANCE TO WIN PRIZES! YOU DON’T WANT TO MISS THIS OPPORTUNITY TO SHOW YOUR SUPPORT AND HELP THE PENNSYLVANIA ASSOCIATION OF NONPROFIT ORGANIZATIONS RECOGNIZE THE GREAT WORKS OF NONPROFITS STATEWIDE. REGISTER ONLINE NOW, AT WWW.PANO.ORG. ADMISSION IS 35 DOLLARS IN ADVANCE AND 45 DOLLARS AT THE EVENT. TO LEARN MORE INFORMATION ABOUT HOW YOU CAN PARTICIPATE OR BECOME A VOLUNTEER, VISIT WWW.PANO.ORG. PANO BELIEVES NONPROFITS MAT-TER, AND SO DO YOU! FOLLOW US ON TWITTER AND LIKE US ON FACEBOOK TO SHARE THE WAYS NONPROFITS IN YOUR COMMUNITY HAVE IMPACTED THE QUALITY OF YOUR LIFE. SAVE THE DATE: NOVEMBER 12TH!

###

###

Sample radio spot.


Myths about Nonprofits Fact Sheet.

Most nonprofits are large and have many resources

In fact, most nonprofits are small in both budget size and numbers of employees. While large, well known nonprofits, such as the Red Cross, have high visibility, those nonprofits are actually not representative of the charitable nonprofit community as a whole. 82.5 percent of all reporting public charities had annual revenue of under one million dollars.

Nonprofits can’t earn a profit

The key difference between nonprofits and for-profits is that a nonprofit organization cannot distribute its profits to any private individual. This prohibition against “private benefit” is because tax-exempt charitable nonprofits are formed to benefit the public, not private interests.

A well-run nonprofit should have low “overhead” costs

Operating costs, such as paying utility bills, rent, salaries, and investing in office equipment are referred to by a variety of names, including “overhead.” These costs are essential to delivering on a nonprofit’s mission, and have no relation to the level of effectiveness or the outcomes a charitable nonprofit may deliver.

Myth #3Charitable giving incentives only benefit wealthy individuals and elite institutions

All charitable nonprofits benefit from public support and donations, and most depend on private donations to serve their communities. While an individual taxpayer only receives a partial tax benefit for charitable donations, the community served by the charitable nonprofit receives the full value of every dollar.

Nonprofits can’t lobbyAs advocates, nonprofits are sometimes required to speak up about policies, laws, and regulations; lobbying by nonprofits is permitted by law. However, tax-exempt charitable nonprofit organizations are not permitted to engage in partisan political activity, such as supporting or opposing any candidate for public offices.

Nonprofits get most of their funding from foundations

Foundation grants represent only a small part of the total amount of dollars contributed each year to the charitable nonprofit community. Private philanthropy, represents only 12.6% of the total annual revenue to the charitable nonprofit community, and of that, the majority is from contributions from individuals.



MythsAbout

Nonprofits

Myth #2

Myth #1

Myth #4

Myth #5

Myth #6

FACT

FACT

FACT

FACT

FACT

FACT

Information compiled from https://www.councilofnonprofits.org/myths-about-nonprofits


Fact Sheet.



501 (c)(3) Public Charities (some religious organizations)

501 (c)(3) Private and Public Foundations

Other 501 (c) Nonprofit Organizations

37,615

6,191

19,892

Number of Pennsylvania Nonprofit Organizations

All Nonprofit Organizations 63,698

Economic Impact of Pennsylvania’s Nonprofit Sector

• Employs 727,200 people- almost 13.3% of the state’s workforce

• Generates $109.8 billion in annual revenues

• Holds assets of $249 billion

• Pennsylvania foundations give $1.6 billion annually

• Pennsylvanians give $6.0 billion to charity each year

Public Charities and Foundations Benefit Pennsylvania Communities

Employment by Nonprofit IndustryHospitals

35% share of PA Nonprofit Employees

Educational Services 19% share of PA Nonprofit

Employees

Nursing & Residential Care16% share of PA Nonprofit

Employees

Social Assistance9% share of PA Nonprofit

Employees

Clinics and Home Health Care5% share of PA Nonprofit

Employees

Membership Organizations3% share of PA Nonprofit

Employees

Museums, Historical Sites1% share of PA Nonprofit

Employees

Professional, Scientific Services1% share of PA Nonprofit

Employees

Other5% share of PA Nonprofit

Employees

• Deliver vital community services

• Give voice to the people they serve

• Contribute to vibrant communities• Advance solutions for challenges facing society

Information compiled fromhttps://www.independentsector.org/up-loads/Policy_PDFs/stateprofiles/pennsyl-

vania.pdf


Run/Walk flyer.

Run



Walk

WHO:

WHAT:

The Pennsylvania Association of Nonprofit Organizations (PANO) a statewide membership organization serving and advancing the nonprofit sector.

PANO and their partners will be hosting PA Nonprofit Awareness Walk/Run which will feature live music, games, food vendors and a chance to win prizes!

PA Nonprofit Awareness: Serving Communities. Serving our State. Shaping the Sector Walk/Run will be held on November 12, 2015 (rain date: Saturday, November • Registration for runners begins at 9 a.m. • Registration for walkers begins at 9:30 a.m. • Pre-registration cost: $35-adults; $30-kids; Free-10 and under • Day of registration: $45-adults; $40-kids; Free-10 and under

HOW: Pre-Registration can be done at www.pano.org. Day of registration will be held at City Island. Volunteers will be in attendance to direct participants.

WHEN:


Sample Facebook Posts.

Become a member of PANO and receive all the perks of being a member. We provide organization and individual memberships. Help your local community with our trainings, webinars, and conferences.

Save the Date: Walk for PA Nonprofits at City Island in Harrisburg on November 12, 2016 (rain date: November 19, 2016). Registration begins at 10:00 a.m.


Sample Twitter Posts.


Sample Resolution.

RESOLUTION

I ____________________________________________ (signer’s name),

________________________________ (title) of ___________________________________________ (name of entity), an entity

lawfully organized and existing under the laws of ________________________________________ (name of state or

commonwealth), do hereby certify that the following are true and correct copies of resolutions adopted

on the ______ day of _____________________, __________ by the governing body of __________________________________

____________ (name of entity), in accordance with all of its documents of governance and management and

the laws of ______________________________________________ (name of state or commonwealth) and further certify

that such resolutions have not been modified, rescinded or revoked, and are at present in full force and

effect

RESOLVED: That _________________________________________, ________________________________________ of ___________

______________________________________ is empowered and authorized, on behalf of the entity, to execute and

deliver contracts and amendment thereto, and all documents required by the Governor, the Pennsylvania

Department of Public Works, the Pennsylvania State Properties Review Board and the Office of the

Attorney General associated with such contracts and amendments.

RESOLVED: That ____________________________________________________________ (name of entity) hereby adopts

Pennsylvania Nonprofit Awareness [Insert time frame, i.e. day, week, or month].




PROMOTIONAL MATERIAL

A18



BASEBALL CAP

• SPRING 2015 • • COMM 452 • •DR. JENNIFER F. WOOD• •APPENDICES•

Promotional Material

A19



CINCHPACK



A20



LONG SLEEVE T-SHIRT



A21



MAGNET



A22



MOUSEPAD



A23



PLASTIC CUP



A24



POST-IT



A25



CINCHPACK


Research Survey

A26

Please indicate your feelings about the following statements.

Do You Know PANO?1. I am familiar with the Pennsylvania Association of Nonprofit Organizations (PANO).Strongly Disagree Disagree Not Sure Agree Strongly Agree

2. I am a member of the Pennsylvania Association of Nonprofit Organizations (PANO)Strongly Disagree Disagree Not Sure Agree Strongly Agree

3. As a member of PANO I can benefit as an organization. Strongly Disagree Disagree Not Sure Agree Strongly Agree

4. The organization I represent utilizes PANO’s trainings, conferences, etc., for organizational enhancement.Strongly Disagree Disagree Not Sure Agree Strongly Agree Nonprofit Awareness1. There is a common misconception of non-profits as a whole.Strongly Disagree Disagree Not Sure Agree Strongly Agree

2. Hosting events is a great way to create community awareness. Strongly Disagree Disagree Not Sure Agree Strongly Agree

3. The nonprofit sector contributes to a strong U.S. economy.Strongly Disagree Disagree Not Sure Agree Strongly Agree

4. The community has an overall positive attitude about non-profits. Strongly Disagree Disagree Not Sure Agree Strongly Agree

5. If Pennsylvania had a nonprofit awareness month the organization I represent will be eager to participate in events. Strongly Disagree Disagree Not Sure Agree Strongly Agree

6. It would be beneficial to the nonprofit sector for PANO to create a Pennsylvania Nonprofit Awareness day, week, or month.Strongly Disagree Disagree Not Sure Agree Strongly Agree

7. The nonprofit organization I represent would donate time or money to the development of a non-profit awareness month.Strongly Disagree Disagree Not Sure Agree Strongly Agree

8. The general public would see the economic benefits of the nonprofit sector if PANO enacted a Pennsylvania Nonprofit Awareness day, week, or month.Strongly Disagree Disagree Not Sure Agree Strongly Agree

Senate Bill IV1. I am familiar with Senate Bill IV.Strongly Disagree Disagree Not Sure Agree Strongly Agree

2. I am not sure how Senate Bill IV relates to the mission of the organization to which I answer for. Strongly Disagree Disagree Not Sure Agree Strongly Agree

Unite for Change1. I would recommend PANO on behalf of the organization you represent?Strongly Disagree Disagree Not Sure Agree Strongly Agree

2. My organization will follow PANO through the use of social media for updates on events.Strongly Disagree Disagree Not Sure Agree Strongly Agree

3. Please rate your overall satisfaction with PANO (On a scale from 1 to 5, with 1 being .Very Dissatisfied Disatified Somewhat Dissatified Satisfied Very Satisfied Demographic Questions

1. Please circle the gender that best describes you. Female Male I rather not disclose

2. If applicable, please choose the category that best fits the type of organization you are representing: a. Arts, culture, and humanities b. Education c. Environment and animals d. Health e. Human services f. International and foreign affairs g. Public and societal affairs h.Religion-related

3. Circle the age range that is most applicable. a. 18-24 b. 25-31 c. 32-40 d. 41 or older


Sample Poll

A27

PANO POLL

Please select one answer that best applies. 1. Which event did you attend? Awards Breakfast Walk/ Run

2. How did you hear about the event? Facebook Radio Twitter Podcast PANO Website Flyer Other 3. I would follow PANO on social media for updates on events . Strongly disagree Disagree Not sure Agree Strongly agree




Agency Materials

TeleiosCommunicaion



TeleiosCommunicaion



Team Résumé

Dawn Cheron Research Director

Dawn M. Cheron is currently pursuing a bachelor’s degree in speech communication with an option in public relations at Millersville University of Pennsylvania. She is a senior enrolled in public relations, emergency management, and computer graphics courses. She is currently a member of Artists Rocking Together. A strong advocate for innovation, Cheron has volunteered with Summer Search Philadelphia and has interned for Children Deserve a Chance Foundation. She hopes to become a professional event planner in the next year.

Kiara Allen Account Executive

Kiara J. Allen is currently pursuing a bachelor’s of science degree in speech communication with an option in public relations with a minor in government & political affairs at Millersville University of Pennsylvania. She is a senior enrolled in public relations, communication, and English courses. She is currently a member of Public Relations Student Society of America, Millersville University chapter, as well as a team member of the Women’s Track and Field program. A strong advocate for giving back to the community, Allen has volunteered for the Extraordinary Give and has interned for Fig Magazine in social media and communication. She hopes to become account executive for one of the top 10 well-known public relations agencies in the world in the next five years.

Amanda Hilderbrandt Creative Director

Amanda A. Hilderbrandt is currently pursuing a bachelor’s degree in speech communication with an option in public relations at Millersville University of Pennsylvania. She is a senior enrolled in public relations, marketing, and mathematics courses. She is currently a member of Phi Sigma Pi, National Honor Fraternity and Public Relations Student Society of America, Millersville University chapter. A strong advocate for integrity, Hilderbrandt has volunteered with the Lebanon County Area Agency on Aging and has interned for Jet Ski Rentals of Brookhaven, New York. She hopes to secure a marketing position this year.

Dominique D Glisson Copy Director

Dominique D. Glisson is currently pursuing a bachelor’s degree in speech communication with an option in public relations at Millersville University of Pennsylvania. She is a senior enrolled in public relations, desktop publishing, and communication courses. She holds an associate’s degree in liberal arts with a specialization in journalism from Five Towns College, New York. A strong advocate for social equality, Glisson has volunteered with the National Association for the Advancement of Colored People of Jamaica, New York. She hopes to publish her series of poetry books in the next three years.

[email protected]

Position Description

Research Director has three primary responsibilities: a) to background the client and the organization; b) to assess key issues and environments; and c) to determine appropriate research designs to asses the organization, its publics, and its key messages.

Account Executive is the primary liaison with the client. She initiates and maintains contact with the client as well as maintains several levels of communication. She leads in clarifying deadlines, projects and campaign and serving as the team spokesperson.

The Creative Director is the strategist responsible for theoretical articulation and illustration of theoretical concepts in concrete and operational messages. She leads in brainstorming sessions to develop messages that communicate clearly to meet objectives.

Copy Director is responsible for editing ALL writing pieces. She develops visuals and copy that is consistent with our key message. All work passes through the account executive for approval before being presented to Dr. Jennifer F. Wood and the client.

Account Executive Copy Director

Creative Director Research Director

TeleiosCommunicaion



Agency Background

Overview

Teleios Communication Agency is a student-run public relations agency made up of creative individuals who specialize in creating change and inspiring each other and our clients to achieve the highest outcome. Because of our small size, small details are never overlooked. Our independence grants us the leeway and competency to pursue and implement the broadest range of ideas and actions, and to lead the way forward. We offer expertise in crisis and risk management, data visualization, digital communication, employee engagement, financial communication, litigation communication, media relations, and the list goes on. These are just a few things that Teleios Communication can execute for you.

Our Mission

Teleios Communication’s mission is redefining the role of public relations in the sector. Our goal has always been to provide high quality work and information in a timely, useful, and creative way. Our ideas that we come up with are well thought out and deliver superior results in a professional manner. With the advice we give to our current and potential clients, it assists them in making more intelligent communication decisions.

TeleiosCommunicaion



Our vision is to maintain a balanced approach to public relations and marketing techniques through a results-oriented team approach to sales, clear & direct communication with our clients, and leveraging ongoing relationships with key publics and essential stakeholders. We consistently are striving to improve each other’s professional and personal lives to develop an agency reputation worthy of respect and admiration.

Our Vision

Our core purpose: “Teleios Communication Inc. is proud to assist our current and potential clients with our specified area of expertise of communication. Whether our clients need digital, marketing or public relations solutions, we are always looking to redefine the role of integrated communication with the turn of the century technology and information.”

Our Core

Agency Philosophy

Our Philosophy

Intra-Agency Our relationship with our agency owner, Dr. Jennifer F. Wood, has been established to make sure that policies and responsibilities for our clients are being upheld and deadlines are being met. Dr. Wood’s strategic guidance leads the way for winning campaigns.

Inter-AgencyOur relationship with each other, as colleagues, is to put in action the Teleios Communication’s core values of integrity, accountability, harmony, trust, client-serviced, innovation, and inspire. We assess the situation. We propose solutions. We work collaboratively to produce results for a winning campaign.

Client RelationsOur relationship that we have established, built, and maintained is essential to the results that we deliver to the client. It is our priority to listen and assess what they want for the best solution.

TeleiosCommunicaion



Agency LogTeleios

CommunicaionAgency



Sunday Monday Tuesday Wednesday Thursday Friday Saturday Total Hours WorkedWeek of 4/12/15

Kiara A. Worked on Executive summary,

introduction, budget, gantt

chart. Meeting with Dawn for

30 minutes.

Standing meeting with Dr.

Wood

11 hours ; 30 minutes

Dawn C. Standing Meeting w/ team at 8pm

Dominique G. Standing Meeting w/ team at 8pmStanding Meeting w/ team at

8pm; Worked on table of contents; Edited drafts: prelimnary

identification of publics, analyzing the

organization, analyzing the situation, executive summary, introduction,

letter of transmittal, Teleios background

13 hours; 45 minutes

Amanda H. Standing Meeting w/ team at 8pm

Formatting of planbook

Formatting of planbook

8 hours; 30 minutes

Sunday Monday Tuesday Wednesday Thursday Friday Saturday Total Hours Worked

Week of 4/5/15Kiara A. Worked on

theme and key messaging;

meeting w/ Dr. Wood

Meeting with Dr. Wood; did not like campaign theme, must

re-do

Phone call with Mary Godin on key messaging

& message strategies

GOST; key messaging;

timeline, budget, front matter; back-off schedule for 4/5 and

4/12; Worked on Executive

Summary


Dawn C. Worked on theme and key

messaging; meeting w/ Dr.

Wood

4 hours; 30 minutes

Dominique G. Edited drafts: force field analysis, feedback

and program adjustment,

problem opportunity statement

Worked on theme and key


Wood


messaging; meeting w/ Dr. Wood; Edited

draft; situational analysis.

Edited draft: Letter of

Transmittal


Amanda H. Worked on sample news

release. Edited drafts: executive

summary, prelimnary

identification of publics



Wood

4 hours

Agency LogTeleios

CommunicaionAgency




Kiara A. Worked on journal entry

5

Worked on and completed

team evaluation

form

Meeting w/team at 8 pm

Standing meeting w/team at 8 pm

Final Presentation

5 hours

Dawn C. Meeting w/team at 8 pm


Final Presentation

3 hours

Dominique G. Meeting w/team at 8 pm


Final Presentation

8 hours

Amanda H. Editing planbook

Meeting w/

team at 8 pm

Editing planbook


Final Presentation

15 hours


Kiara A. Edited AE documents for

plan book

No standing meeting; meeting with

Dominique

Worked on Executive Summary,

narrative budget, proclaimation,

resolution, publics, message strategies;

standing meeting w/ Dr. Wood

Worked on budget


Dawn C. No standing meeting Research plan 12 hoursDominique G. Meeting with Kiara in

place of classWorked on

sample email blast

Worked on sample news release, sample

email blast

Edited drafts: executive summary,

proclamation, resolution,

social media posts, timeline

Edited drafts: identification of

publics, letter of transmittal, introduction,

budget

14 hours

Amanda H. Edited documents

for planbook; developed

PP for presentation; re-do of GOST

No standing meeting 6 hours

Agency EvaluationTeleios

CommunicaionAgency



PUBLIC RELATIONS CAMPAIGNS

COMM 452.01; DR. JENNIFER WOOD

PEER EVALUATION FORM

Each team member will need to complete one (1) peer evaluation form for each team member. Please include each evaluation with your journal 5 entry. For additional comments of team member(s), please use the lines provided.

Peer Evaluation of _________________________________________________

Position of person being evaluated: ________________________________________________

Contributions: (“1” = poor; “5” = exceptional; “NA” = not applicable)

General

Research 1 2 3 4 5 N/A

Document Prep/editing 1 2 3 4 5 N/A

Meeting/Class Attendance 1 2 3 4 5 N/A

Prepared for Presentations 1 2 3 4 5 N/A

Communication Strengths

Discussion Facilitator 1 2 3 4 5 N/A

Constructive Feedback 1 2 3 4 5 N/A

Encouraged Participation 1 2 3 4 5 N/A

Asked questions when clarity was needed 1 2 3 4 5 N/A

Kept others informed 1 2 3 4 5 N/A

Boosted Morale 1 2 3 4 5 N/A

Profession Expertise

Professional at meetings/presentations/class 1 2 3 4 5 N/A

Tended to details 1 2 3 4 5 N/A

Met all deadlines set forth 1 2 3 4 5 N/A

Offered creative perspective 1 2 3 4 5 N/A

Ran the RACE not a RACE 1 2 3 4 5 N/A

Made logical connections

(Applied the Smith text) 1 2 3 4 5 N/A Unique Contribution 1 2 3 4 5 N/A (research, presentation, design, writing, editing?) Additional comments about team member:

_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Client EvaluationTeleios

CommunicaionAgency



PUBLIC RELATIONS CAMPAIGNS

COMM 452.01; DR. JENNIFER WOOD

CLIENT EVALUATION

This form is for PANO to evaluate the team of Teleios Communication Agency. The team consists of four (4) members:

Kiara Allen, Account Executive

Dominique Glisson, Copy Director

Dawn Cheron, Research Director

Amanda Hildebrandt, Creative Director

Communication

1. The team showed enthusiasm for working on the campaign.

1 2 3 4 5 N/A Strongly Disagree Disagree Neutral Agree Strongly Agree

2. The team went out of their way to ask questions to clarify certain topics pertaining to the proposal.


3. The team issued periodic updates throughout the semester.


Profession Expertise

4. The team conducted themselves in a professional manner at the final presentation and initial client meeting.


5. The team member was present for all client meetings.


6. Based on their position, the quality of the team members work met or exceeded standards.


Additional comments about individual team members and Teleios: __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

FINAL PLANBOOK 5-6

Documents

Transcript of FINAL PLANBOOK 5-6