Venice Surfs for AutismA BEACH BASH FOR

FAMILY AND FRIENDS MAY 14, 2014

Rachel Burns, Morgan Gamble, Katie Hughes, Whitney Jones, Emma Sager, Lindsey Watts

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Table of Contents

Executive Summary ............................................................................................... 4

Situation Analysis .................................................................................................. 5

Objectives .............................................................................................................. 7

Target Audience....................................................................................................10

Event Calendar .....................................................................................................11

Budget ..................................................................................................................14

Objectives with Evaluation Strategies Added ........................................................15

Secondary Research ..............................................................................................16

Conclusion ............................................................................................................18

Appendices ...........................................................................................................19

Works Cited ..........................................................................................................22

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Executive Summary

Surfers for Autism began in 2007 in South Florida after a group of surfers came up with the idea of introducing surfing to children with Autism Spectrum Disorder. One of their member’s families was affected by autism and it led to their mission of hosting as many charity events as possible in order to raise funds for the research, advocacy and awareness of the autism spectrum. Since its creation, Surfers for Autism has hosted several events along the Florida cost and raised more than $20,000.

The purpose of the Venice Surfs for Autism Beach Bash is to raise money and awareness for autism and autism research. The beach bash will be held in Venice Beach, Fla., on May 24, 2014 from 11 a.m. to 3 p.m. It will consist of sponsored game competitions for children and a silent auction. Several local restaurants will be providing catered meals for the event. Tickets will be sold for $10 and children with autism will get in free. We will also be accepting online donations on behalf of the Surfers for Autism foundation. Champion surfer Clay Marzo will be the guest of honor and speak about his experience with Asperger’s Syndrome and his mission to raise awareness for the cause. This will show the Venice community and those affected by the spectrum what Surfers for Autism strives to accomplish as an organization. Facebook, Twitter, Instagram, and radio and newspaper advertisements will serve to inform people of the event.

This proposal outlines why Surfers for Autism is an important cause to support and the event we planned to help raise money and awareness for Autism Spectrum Disorder. The targeted publics are families affected by autism, families with children under the age of 15, local surfers, and local businesses. Our goals are measurable and can be achieved by following the outlined steps in this report.

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Situation Analysis

“The Surfers for Autism mission is to unlock the potential of people with developmental delays, support advocacy for autism issues and scientific research. Our focus is to eliminate stigma through public awareness and education and to unite communities through volunteerism.”

-Surfers for Autism Mission Statement

Autism Speaks reports that autism affects 1 in 88 children today and receives less than 5% of research funding. Autism contains a broad variety of symptoms, often affecting one’s motor skills and physical health as well as their learning abilities and social functions. Children on the autism spectrum often struggle to express themselves and find it difficult to participate in activities that children without developmental issues are able to do. Children and the families of children with autism live a life around the definition of their symptoms. From doctor appointments to therapy visits to special education, their schedules often revolve around their autism. Surfers for Autism gives these children and families a chance to relax, try something new, and most importantly, be treated like a normal child.

Those who enjoy surfing will describe it as a sport that makes any struggle disappear for a time. They say that when they catch a wave, they are on top of the world; nothing else matters but those moments that the waves carry them. Giving children affected by the autism spectrum the chance to learn to surf allows them to experience this feeling of peace that so many enjoy from the sport. Surfers for Autism strives to give these children this opportunity. Children that struggle developmentally are able to stand on a board and ride a wave like a normal surfer with the help of trained instructors. The program gives these children something to smile about. It has been described as changing families’ lives: that when the children are surfing, they are not defined as a child with autism but as a new person learning to paddle out. Being a nonprofit, the program runs entirely on fundraisers to fulfill their mission of funding the growth of autism research and awareness and of teaching children to reach new goals. Bringing these children joy is a cause worth celebrating.

A fundraising event for Surfers for Autism is needed to raise funds for the continuation of beach festivals that allow children to experience adventure and entertainment. Having a fundraiser in the Venice area would bring Surfers for

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Autism the publicity needed to assist in fundraising for the continuation of their events, allowing them to continue making children feel like the rock stars they are.

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Objectives

Objective #1: Generate a $10,000 profit to go towards Surfers for Autism.

Strategy #1: Produce a silent auction where all money raised through auction will go directly to Surfers for Autism

Tactic

The silent auction will be accomplished through the donations of goods and services of local shops of Venice Beach, Florida, and the surrounding areas.

Strategy #2: Charge an admission fee which will go towards proceeds.

Tactic

There will be a charge of $10 for general admission. However, children with autism will get in for free. The admission cost covers the ability to bid in the silent auction, a deli-style lunch catered by local restaurants, and festivities and games throughout the day.

Strategy #3: Companies will each sponsor a competitive beach event. They pay a set amount for that sponsorship. The amount paid will go directly to Surfers for Autism.

Tactic

Mail out event invitations to companies. The invitation will include a press release for the event and a letter about being a sponsor for the event. The initiative for sponsoring an event is that sponsors will have their logo on the official volunteer shirts and their logo will be printed on the event fliers and advertisements. Radio ads for the event will name all of the sponsors.

Strategy #4: Accept online donations for Surfers for Autism.

Tactic

Set up an email account connected to our Facebook account where we can help potential donors with the process of donating.

Objective #2: To obtain an attendance of at least 1000 people through promotions and advertising.

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Strategy #1: Send press releases to media outlets, both local and regional.

Tactic

Write a generic press release to be sent to mass media outlets, as well as specific press releases to individual radio and news stations related to the target audiences stating why they should take notice.

Strategy #2: Distribute fliers throughout community.

Tactic

Print roughly 200 fliers and put in shops and around community hubs.

Strategy #3: Advertise in local newspapers and radio.

Tactic

Put a weekly ad in the local paper, starting a month before the event. Pay for two radio ads to be aired on separate radio stations.

Strategy #4: Utilize social media to promote the event.

Tactic

The event will be promoted by creating Facebook, Twitter, and Instagram accounts. Social media will allow for the mass distribution of information about the event, as well as information about Surfers for Autism and the disability itself.

Objective #3: Raise awareness through social media by increasing the number of Surfers for Autism Facebook fans by 500 and by getting 100 Tweets during the event using the hashtag #surfers4autism.

Strategy #1: Generate an increased amount of Facebook fans for Surfers for Autism through our event page by developing relationships with companies and local celebrities that are well established in social media. We will partner with them to promote Surfers for Autism across different markets.

Tactic

Reach out via press release and create a message explaining why it is beneficial for them to help Venice Surfs for Autism to promote this event and how our group can help them in return.

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Strategy #2: Get the community involved in “liking” Surfers for Autism’s Facebook page.

Tactic

Include links to social media on all fliers and advertisements related to the event. We will also plug the national Facebook page and official Twitter hashtag during our radio ads. Autism facts will be Tweeted daily and informative links, videos, and posts about autism will be posted to the event Facebook page, along with a link to the national Surfers for Autism page.

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Target Audience

We are targeting four specific areas for our event. These areas include families with children under the age of 15, families who are affected by autism, local surfers, and local businesses and corporations.

Families with children under the age of 15 We consider families with children under the age of 15 to be a great target audience because our beach activities are solely for children. Children will not only get to participate in the activities but they will also have the chance to interact with children with autism, therefore spreading autism awareness while encouraging donations.

Families who are affected by autism We are targeting families that know someone with autism or have a family member with autism. These families already know the effects of autism and therefore they are more willing to not only donate, but also to help spread awareness for the cause.

Local surfers We will be having pro surfer Clay Marzo speaking. This will draw surfers to buy a ticket to our event in order to meet Marzo and hear his story. In addition, because we are having our event on the beach, we hope that surfers will see this as a fun opportunity to get together and surf for a good cause.

Local businesses and corporations We are targeting local businesses and corporations to sponsor each of our beach activities. We feel that businesses will see donating money as a great marketing opportunity. By sponsoring an activity, they will be donating money in the name of the child that wins the activity. In return, we will be displaying their company logo on our advertisements and t-shirts. Not only will they gain business from their company logo being displayed, but they will also gain business because people are more likely to support local businesses that give back to the community.

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Event Calendar

Monday, November 25, 2013:x Call city headquarters and ask about what permits are needed. Also gather

information on parking and trash.

Monday, December 9, 2013:x Start calling local corporations to sponsor the event. x Design t-shirts for volunteers. x Teleconference Clay Marzo to invite him to host the event.

Monday, January 13, 2014:x Continue asking corporations to sponsor the event. x Ask local surf shops to donate surfboards. x Create parking and trash plans. x Book hotel and travel plans for Clay Marzo.

Monday, February 3, 2014:x Decide on games and rules. x Find local artists to decorate surfboards for silent auction. x Look for restaurants to donate food for event.

Monday, March 3, 2014:x Rent tent. x Order t-shirts with corporate sponsors on back. x Decide on decorations needed. x Deliver surfboards to artists to decorate. x Ask for donations to the silent auction.

Monday, March 24, 2014:x Create newspaper ad. x Create radio spot.

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Monday, April 7, 2014: x Design logo for fliers. x Get permits from city for event. x Rent tables for silent auction and food x Continue asking for donations for the silent auction. x Finish editing radio spot.

Monday, April 21, 2014:x Start running newspaper ads. x Start running radio ads. x Decide which corporation will sponsor which game. x Confirm sponsors for event.

Monday, April 28, 2014:x Purchase decorations, utensils, spools of tickets, silent auction materials,

trash bags, and game items from Walmart and Party City. x Email local schools for volunteers. x Create social media accounts on Facebook, Twitter, and Instagram and

update them regularly. x Set up link to donate online. x Pick up decorated surfboards from artists.

Monday, May 12, 2014:x Print off fliers and distribute them around town. x Write press release and send it to local newspapers, autism awareness

groups, surfing groups, and Alpha Xi Delta sorority.

Monday, May 19, 2014:x Email volunteers and restaurants to confirm schedule. x Call Clay Marzo and go over schedule of event and confirm flight and hotel

plans.

Saturday, May 24, 2014: (day of event)

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x Bring utensils, tent, tickets, food, shirts, games, and silent auction materials to beach

x Hand out shirts to volunteers. x Set up tables and silent auction materials. x Set up food tables. x Set up tent. x Set up decorations. x Pick up Clay Marzo.

After eventx Bring Clay Marzo back to his hotel. x Dispose of food. x Take decorations down. x Collect trash and haul to landfill. x Return tent and tables.

Monday, May 26, 2014:x Present the earnings from the event to Surfers for Autism. x Write and send thank you letters to the sponsors of the event. x Post on social media sites thanking attendees. x Post pictures of the event on social media sites.

Tuesday, May 27, 2014:x Send out news releases about the event to local newspapers x Evaluate success of event.

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Budget

Expenses

Facilities $2,000 Food donated Pro surfer lodging/travel $1,300 Advertising $3,000 Decorations $500 Clean up $500 Games $100 Eating utensils $300 T-shirts $700

Profits

Silent auction $7,500 Tickets (1,000 sold at $10) $10,000 Corporate sponsors $5,000 Online donations $500

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Objectives with Evaluation Strategies Added

1. Objective 1: Obtain an attendance of at least 1000 people throughpromotions and advertising via local radio and newspaper, external surfingand autism groups, and social media.

x We will have spools of tickets to sell at the front of the event. When someone purchases a ticket, we will tear it in half and give the guest half and keep half for ourselves. After the event is over, we will count how many ticket halves we have to see how many people attended.

2. Objective 2: Raise awareness through social media by increasing thenumber of Surfers for Autism Facebook fans by 500 and by getting 100Tweets during the event using the hashtag #surfers4autism.

x One month before the event begins, we will count how many Facebook fans Surfers for Autism has. Two days after the event, we will check again to see how many fans have been gained in that time period.

x We will check Twitter two days after the event to see how many people tweeted with the hashtag #surfers4autism.

3. Objective 3: Generate $10,000 in profit to go to Surfers for Autism.x We will keep records of how much we spend before the event and

how much money we raise from the tickets. x We will collect money from our corporate sponsors before the event. x We will count the amount raised from the silent auction and from the

online donations and add it to the other profits to see the final amount we raised.

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Secondary Research

FacilitiesBecause we are having a benefit for Surfers for Autism, it is only appropriate to have our event on the beach. We have chosen Venice Beach in Venice, Florida. In order to reserve the beach we must:

1. Acquire a permit from the city of Venice.2. Provide the city with a map of our desired location for the event and what

we will be setting up on the beach.3. Submit application packet to the city of Venice.4. Pay application fee of $125 and site fee of $450.

FoodSeveral local restaurants will be providing the food for our event. Mad Dogs, a local Venice restaurant, is already a confirmed sponsor. Mad Dogs opened in 2010 and is owned and operated by Maria and Mitch Smielowitz. The restaurant will be donating hot dogs and chips for the occasion.

PromotionWe will be promoting the event through as Facebook, Instagram, and Twitter. In addition, we will be promoting on the radio. We have chosen WJIS The Joy 88.1 FM, a family radio station, and All The Hits 93.3 FM, a today’s hits radio station. We will also place ads in two local newspapers, “The Venice Gondolier Sun” and “The Herald-Tribune”.

Celebrity Host We will be having pro surfer and inspirational speaker Clay Marzo join us to host our event to discuss his experiences with autism. Marzo, who is now 24 years old, began surfing competitively at a very young age. Marzo signed a pro surfing contract with the Quicksilver team when he was 11 years old. At the age of 15, he was the first surfer to obtain two perfect scores in the National Scholastic Surfing Association history and then win the NSSA national title. Since then, he has gained many titles. Marzo has always been known to have very unconventional behaviors and did not seem to relate well to any of his sponsors, fans, or friends. He never played by the expected rules in surfing competitions and was known for telling his

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brutally honest opinion. In 2007, Marzo was diagnosed with a mild form of autism called Asperger’s Syndrome. Since then, he has been helping with local non-profit organizations that help introduce surfing to children with autism.

Silent AuctionSeveral local surf shops will be donating surf boards and gear to the auction. We have chosen Artemisia, a local art gallery, to design surfboards that will be donated.

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Conclusion

Venice Surfs for Autism Beach Bash plans to raise $10,000 to support Surfers for Autism. Surfers for Autism gives children that have autism the chance to learn how to surf with the help of local volunteer surfers. Surfing has the ability to teach these children a sport in which everyone is equal. The event will be held on May 14, 2014 at Venice Beach in Venice, Florida. Our target audiences are families with children under the age of 15, families who are affected by autism, local surfers, and local businesses and corporations. Social media, press releases, local radio and news station broadcasts, advertisements, and fliers will be used to promote ticket sales and raise awareness. Admission will be $10 for regular admission and children with autism get in free. There will be a silent auction and food will be donated by local restaurants. The silent auction will be held with items donated from local businesses. Those who cannot attend the event are welcome to make online donations through the Venice Surfers for Autism Facebook page. There will also be games for children to take part in and a corporate sponsorship for each child that wins a game. All the money raised from this event will be donated to Surfers for Autism.

Professional surfer Clay Marzo will be speaking at the event to help raise awareness about autism and encourage families affected by it. We hope to have 1,000 people attend and reach our goal of $10,000 in support of Surfers for Autism making kids feel like the rock stars they are.

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Appendices

Facebook Event Page

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Instagram Account

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Twitter Account

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“Silent Auction Items”. Surfing for Autism Outer Banks, North Carolina. Web. 28 Oct. 2013. <http://www.surfingforautism.org/support/silent-auction/silent-

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