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FAMILY FUN DAY VERSION 0.0
MATADOR COMMUNICATIONS
Created by: Claudette Sariya
Table of Contents Executive Summary 3
Event Plan 4
Messaging Strategy 5
News Release 8
Description of Online Design and Content 10
Description of Event Brochure 11
Talking Points 13
Writing Sample 1 14
Writing Sample 2 15
About Claudette Sariya 16
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Executive Summary The following event proposal was created in response to Big Brothers Big Sisters of East Tennessee’s need to increase awareness and overall donor support for its program. This event proposal recommends that Big Brothers Big Sisters of East Tennessee host Family Fun Day to begin reaching the following objectives:
• To increase media exposure of Big Brothers Big Sisters of East Tennessee by 50% by January 1, 2016.
• To increase event attendance from last year’s 200 participants to 400 participants by January 1, 2016.
• To increase the individual support base by 40% with an average gift of $50 by January 2016.
Family Fun Day will connect Big Brothers Big Sisters of East Tennessee to its target audience of middle-‐class, family-‐oriented, conservative and educated Knoxville residents through teambuilding activities and games, a cookout, a silent auction and a variety show.
This event plan is guided by a key message strategy devised from Big Brothers Big Sisters of East Tennessee’s mission and is further explained in the message strategy section.
Included in this plan are four deliverables, each reiterating the event’s key message:
• News Release • Description of Online Design and Content • Description of Event Brochure • Talking Points
In addition, two writing samples and a practitioner biography have been included at the end of this event plan to demonstrate the practitioner’s professional writing skills and history.
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Event Plan MEMO
TO: Big Brothers Big Sisters of East Tennessee
FROM: Claudette Sariya
DATE: March 1, 2015
RE: Proposed Event Plan
The purpose of this memo is to propose and describe an event plan for Big Brothers Big Sisters of East Tennessee for Family Fun Day, a fun-‐filled event focused on bringing together the local Knoxville community and organization to raise overall awareness, participant attendance and donor support.
This will be the first time BBBS has ever hosted an event of this caliber and capacity to raise awareness, attendance and donations for its organization. The entire Knoxville community will be invited to attend Family Fun Day and spend time outside playing games and enjoying food with their families. Local Knoxville community members and their families can expect to be invited to the event through multiple media outlets, including local newspapers and radio stations and BBBS’s social media accounts and e-‐newsletter blast.
Family Fun Day has been designed with BBBS’s key message to reiterate the importance of its mentoring program and its need for community participation and donations in mind. The event will demonstrate the positive impact BBBS has on the lives of children facing adversity by providing children with the opportunity to connect and participate in field day activities including wheelbarrow races, egg tosses and other relay and team-‐building games, with mentors in the program.
Family Fun Day will be hosted on April 28, 2015 from 9 a.m. to 8 p.m. at Knoxville’s World’s Fair Park. The event will open with team registration where family members in the community can register a child to participate. Each child will be paired with a mentor from BBBS to form a team for the day’s events. After the field day activities, BBBS will host a cookout and silent auction for all the participants and their families. Following the meal, BBBS mentors and mentees, Bigs and Littles, respectively, and CEO Doug Kose will host a variety show for the community to showcase how the program improves each Little’s self-‐esteem and self-‐confidence, reiterating the organization’s mission and message.
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For this event, we will expect at least 200 child participants and their families, totaling to at least 400 attendees. With registrations fees priced at $30, BBBS can expect to raise $6,000 before additional monetary donations are made online and at the event. With online donation and sponsorship tiers starting at $100 and peaking at $1,000, BBBS can expect to raise an additional $5,000. Through the silent auction and other donation opportunities held at the event, BBBS can expect to raise at least $3,000. In total, this event is expected to bring in at least $14,000.
The event will cost approximately $15,000, which is only a small portion of the budgeted $50,000 provided by BBBS. These costs will cover venue fees, food and drinks, t-‐shirts, field day equipment, decorations, signage, music and auction items.
Registration for the event will be made available online and at the event. Registration will include a small fee of $30 for each child participant. Individuals interested in learning more about the event and how to donate can find more information surrounding the event activities, participant and volunteer registration and donation methods on a vanity website. The website will be available across all official BBBS online portals, including Facebook, Twitter, and the BBBS website.
This event is a viable fit for Big Brothers Big Sisters of East Tennessee because it is focused on fostering relationships between the organization and the local community, building awareness and increasing donor support.
Attached are a news release, descriptions of online content and brochure, and talking points that will be available for use if this event proposal is chosen. I will be in touch in two weeks to hear your thoughts, but please do not hesitate to contact me at [email protected] with any questions you may have.
Messaging Strategy The purpose of Family Fun Day fully aligns with Big Brothers Big Sisters of East Tennessee’s overall mission and key messages. The event will reiterate the importance of
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BBBS’s mentoring program and the organization’s need for community participation through donations and volunteers. By showing participants from the community how Bigs and Littles, or mentors and mentees, respectively, interact with one another through field day games and activities, BBBS will be able to demonstrate the positive impact its mentoring program has on the lives of children facing adversity. At Family Fun Day, spectators will be able to witness first-‐hand how having a mentor can make a difference in a child’s self-‐esteem and self-‐confidence.
The deliverables included in this event proposal are designed to target BBBS’s audience of middle-‐class, family-‐oriented, conservative and educated Knoxville residents. The news release will be sent to media outlets popular in the Knoxville community. Because a majority of middle-‐class Knoxville residents have access to internet, creating a vanity website will help BBBS reach their target audience. An event brochure designed for distribution at Family Fun Day will help keep attendees informed and up-‐to-‐date with the day’s events. Talking points will also be created to aid CEO Doug Kose deliver BBBS key messages to event participants at the variety show.
The chart printed on the following page further explains each key message from BBBS. These messages will be carried across all the aforementioned materials surrounding the event: the news release, vanity website, event brochure and talking points.
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Key Messages Key Message 1:
We believe that we can positively incluence the
lives of children through our organization's
mentoring programs.
Target Audience: Residents of the Knoxville community who are
generally family-‐oriented, conservative and
educated.
We provide motivation and support to children who need it the most,
including those in single-‐parent homes, growing up in poverty, and coping
with parental incarceration.
We make sure that the children in our programs are partnered with a
mentor who matches the child's unique interests
and needs.
We offer a variety of programs based on each child's unique needs. Our two core programs are school-‐ and community-‐based, and our specialized programs include: African-‐American Mentoring, Hispanic Mentoric, the Amachi Program and SMILES.
Key Message 2: Donations made to our organization help us provide programs and services; and in turn, develop more college graduates,
leaders, and entrepreneurs.
Target Audience: Residents of the Knoxville community with the cinancial means to support our organization by donating funds or
attending an event.
The donations made to our organization help fund the cultural and social activities for our children, cover the costs of background checks and ensure trained professionals
match Littles to responsible Bigs and enable us to provide ongoing supervision and support for every family within our
organization.
We provide a number of ways for you to donate to our cause. making monetary
donations is quick, simple and easy through our website, http://www.tennesseebig.org, but we also ask that you donate in other
ways too! Donating your time by volunteering or encouraging your
organization to support Big Brothers Big Sisters is a great way to help us make a
difference.
We are always eager to help you plan fundraisers and events to help you and your organization raise money and awareness for Big Brothers Big Sisters. There are a number of planning resources and ideas on our website, http://www.tennesseebig.org, that are
free for you to use.
Key Message 3: Volunteering as a mentor can help shape a child's future and help them meet their full
potential.
Target Audience: Residents of the Knoxville community with time to
volunteer and have interest in applying to become a peer
mentor within our organization.
National research studies have shown that children in our
mentor-‐mentee programs are: 46% less likely to begin using
illegal drugs 27% less likely to begin using
alcohol 52% less likely to skip school
We provide extensive training and preparation for our
mentors, securing background checks and ensuring that they are matched with a child they
are compatible with.
For more information about how to apply and how to become a Big Brother or Big Sister, please look on http://
www.tennesseebig.org. In addition to the online
application, you'll need to provide references,
participate in an in-‐person interview and go through a
background check.
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News Release NEWS RELEASE
April 1, 2014 Contact Information:
FOR IMMEDIATE RELEASE Claudette Sariya
(615) 796-‐9038
Big Brothers Big Sisters of East Tennessee to Host First Ever Family Fun Day
Family-‐oriented community event to unite Knoxville residents and local organizations for a great cause
KNOXVILLE, Tenn. – Big Brothers Big Sisters of East Tennessee invites the Knoxville community to come together on Saturday, April 18, 2014 from 9 a.m. to 8 p.m. for its first Family Fun Day, a fun-‐filled event complete with field day games and activities, cookout and silent auction, and variety show.
This is the first time BBBS will host an event of this size and caliber. BBBS expects at least 200 children and their families to attend the day’s festivities. Bigs and Littles, otherwise known as mentors and mentees, have been planning the event for months now.
Event activities include wheelbarrow races, egg tosses, pie throwing contests, and other team building activities designed to showcase the positive relationships shared between Bigs and Littles. Following the field day games will be a cookout catered by the local S&S Cafeteria located on Kingston Pike and a silent auction featuring themed gift baskets. The day will conclude with a variety show hosted by BBBS CEO Doug Kose complete with skits and talent portions performed by the organization’s Bigs and Littles.
“I’m really excited to show the families in our community the positive differences a mentor can make in a child’s life,” shares Angel Swann, a volunteer who has worked alongside BBBS for five years. “I’ve seen the shyest children come out of their shells with the confidence instilled in them from our mentors.”
BBBS hopes that this event will help raise awareness for its organization and increase overall donor and volunteer support.
“We wouldn’t be able to impact the lives of so many children if we didn’t have the support from our local community. These kids love their Bigs, and I’ve seen so many of the
-‐MORE-‐
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relationships they’ve formed here continue to grow even after they leave our program,” Doug Kose states.
To learn more about Family Fun Day, register a child for participation, or learn how to get involved as a donor, sponsor, or volunteer, please visit http://familyfunday.bbbs.com. Registration fees cover the costs of t-‐shirts, food and program activities.
Big Brothers Big Sisters of East Tennessee prides itself on making positive differences in the lives of children facing adversity through its mentoring program. BBBS has been helping children for over 100 years by building self-‐esteem and self-‐confidence through the positive relationships it fosters between its mentors and mentees.
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Description of Online Design and Content MEMO
TO: Big Brothers Big Sisters of East Tennessee
FROM: Claudette Sariya
DATE: March 1, 2015
RE: Description of Online Design and Content
In order to better inform the Knoxville community about Big Brothers Big Sisters’ Family Fun Day, a vanity website focused on the event will be created. Because BBBS hopes to reach its target audience of middle-‐class, family-‐oriented individuals in the Knoxville community, creating a vanity website focused solely on the event will be extremely effective. A majority of middle-‐class individuals have access to a computer or mobile devices that can connect to the Internet.
The vanity website will use the same colors and website layout found on http://www.tennesseebig.org to illustrate the relationship between Family Fun Day and BBBS. The website’s homepage will feature a full-‐width, slideshow banner displayed at the top of the screen, showcasing portraits of mentors, mentees and volunteers with their testimonials about BBBS written in large white font across the images. The variety of photos will include not only portraits of those involved in BBBS, but also of different activities and statistics associated with BBBS.
Right below the banner, website visitors will be able to easily locate tabs linked to a registration page where individuals can register a child to participate or register as volunteer to assist with the event, a donation portal for individuals to securely make monetary donations through PayPal with donation tiers ranging from $100 to $1,000, and a information tab with the event schedule, map, and parking information.
On the right side of the website, users will be able to locate a small sidebar focused on social media. The sidebar will include live feeds from BBBS’s Twitter, Facebook and YouTube accounts. These live feeds will provide the target audience an opportunity to stay connected with the organization and up-‐to-‐date with the event.
The following page includes few examples of possible postings that can be made to promote the event and engage BBBS’s target audience through social media.
Examples of tweets to be shared on BBBS’s Twitter account include:
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• You won’t want to miss our FIRST EVER Family Fun Day! Register here: bit.ly/17284Mg #FamilyFunDay2015
• Not sure where to park for #FamilyFunDay2015? We’ve got the details here: bit.ly/8388hMg7
• Tweet us a picture of your favorite Big and Little duo to let us know you’re coming to #FamilyFunDay2015! Here’s one of our favorite pairs: pic.twitter.com/29bbbs9m
• You won’t believe what we are going to be feasting on at #FamilyFunDay2015. #nomnomnom pic.twitter.com/il0v3f0od
• Which #FamilyFunDay2015 are you most looking forward to competing in? Don’t forget to register for it here: bit.ly/17284Mg or at the event!
Examples of Facebook posts to be shared on BBBS’s Facebook page:
• Have you registered for our FIRST EVER Family Fun Day yet? Here is a link to our registration site: visit http://familyfunday.bbbs.com..
• What’s your favorite field day game? Vote for your favorite using this poll so that we can make sure to have it at Family Fun Day!
• Check out our food sponsor’s Facebook page! We are so thankful to be having Buddy’s BBQ at our FIRST EVER Family Fun Day!
• Just a few days left before our biggest fundraiser yet! Take a peek at what our Bigs, Littles, and volunteers have been preparing for our first ever Family Fun Day! Check out the album below.
Examples of videos to be posted on BBBS’s YouTube channel:
• Time-‐lapse video of behind-‐the-‐scenes footage of Bigs, Littles and volunteers planning for Familly Fun Day
• Video of Bigs and Littles answering true or false questions about their mentees or mentors in a game show-‐like setting
• Video interview of CEO Doug Kose talking about the importance Big Brothers Big Sisters of East Tennessee and its positive impact on the lives of children and the local community
• Video interview of Bigs and Littles sharing what the BBBS mentoring program means to them
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Description of Event Brochure An event brochure will be designed for distribution at Family Fun Day. The purpose of this event brochure is to inform participants of event activities and to let them know how to become more involved with Big Brothers Big Sisters of East Tennessee.
The brochure will be a trifold brochure complete with brilliant, clear graphics and branding representing Big Brothers Big Sisters of East Tennessee.
The brochure cover will have the Big Brothers Big Sisters of East Tennessee logo clearly displayed beside the event title, Family Fun Day, written in bold lettering across the front.
The brochure will open up to introduce BBBS’s mission and key messages on the first flap, highlighting how BBBS’s mentoring program creates lasting, positive relationships between its Bigs and Littles; an event schedule printed on the centerfold, complete with activity descriptions and locations; and a perforated form on the third flap, which individuals interested in receiving emails and volunteering and donating opportunities from BBBS can fill out, tear and return to BBBS staff at the event.
On the outer flaps of the brochure, attendees will be able to find useful information regarding the event, such as a map of World’s Fair Park, parking information and sponsor information.
The brochure will also feature images of Bigs and Littles participating in past BBBS events and activities.
This brochure will include all of BBBS’s key messages regarding the importance of its mentoring program, community donations, and volunteer participation. It will bring to light the positive impact BBBS has on the lives of children and the local community, and stress the importance and need for monetary donation and support from community members.
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Talking Points VARIETY SHOW TALKING POINTS
Saturday, 4/18/15 6:00 p.m.
Chief Executive Officer, Doug Kose
• Self-‐introduction • Thank You
o First, thank you all for coming out to our first ever Family Fun Day o Our Bigs and Littles worked hard to plan this special day to celebrate our
program and the difference it makes in our community o We are thankful to have been able to share this special day with you
• Encourage donor support o We are happy to see new friendships blossom between our community’s
children and their mentors o The relationships BBBS fosters between Bigs and Littles help create lifelong,
positive impacts in each child’s life o Children who participate in our mentoring program become more confident,
more likely to steer away from drugs and alcohol, do better in school and feel better about themselves
o Your support and donations have helped BBBS make these differences in the lives children every day
o We would not have been able to put together today’s festivities or continue making positive impacts on the lives of our children without your help and donations
o In order to continue our programs at BBBS, we ask for your help and generosity. On every table here tonight are pens and forms available for you to make a small donation to BBBS that will be collected toward the end of the event.
o Let’s have a round of applause for everyone who came out today to help us make the lives of our children and our community better today for a better tomorrow
• Introduce variety show o Now it’s time to begin the show o Our Bigs and Littles have spent countless hours practicing for tonight’s
performances o Please welcome our hosts, Big and Little duo, Cassidy and Leo o Enjoy the show and have a good night
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Writing Sample 1 CRISIS STATEMENT
Wednesday, July 9, 2014
FOR IMMEDIATE RELEASE
KNOXVILLE WATER CLUB’S OFFICIAL STATEMENT REGARDING SWIMMING TRAGEDY
KNOXVILLE, Tenn. – Samuel Scott, age 7, of Maryville, Tennessee was pronounced dead this morning at 11:30 a.m. after being found unconscious in the pool at the Knoxville Water Club.
Scott was participating in a group swimming class before a lifeguard spotted the boy at the bottom of the four-‐feet section of the pool, dove in, pulled him out and began performing CPR. Lt. Delores Howard, spokeswoman for Knox County’s fire and rescue service, said that paramedics found the boy in “full cardiac arrest.” The boy was taken to a nearby hospital where he was pronounced dead.
It is unfortunate that this tragedy took place as we take great pride in ensuring that our club’s equipment, services and safety standards are up to code at all times. We make sure that we always have the appropriate number of lifeguards per people in the pool. To prevent similar events from occurring in the future, we are requiring daily equipment and routine checks to be performed before opening for the day.
Our thoughts are with Samuel Scott’s family during this difficult time. The loss of a child is a tragedy that affects so many, and we are currently working the Knoxville County Social Service Agency and Knoxville Crisis Center to provide support for all staff members, counselors, families and children who request them. We will be continuing with camp tomorrow as scheduled. Alternative activities will be provided for any child who does not wish to participate in swimming.
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Writing Sample 2 EMAIL MEMO
To: University of Tennessee Students
From: Chancellor Jimmy Cheek
Subject: Our New Logo
Dear students,
As you may have already heard, our university will be undergoing an exciting change this January. On January 1, 2015, the University of Tennessee will launch “Big Logo, Big Ideas,” using a new Power T logo to identify itself online, in the media, and across campus. This logo will unify all our colleges, departments, centers, institutes, and administrative offices under one identity. We need your support in bringing our campus together. The Big Orange is nothing without its students, and this logo will help define our role as the state’s flagship campus and help us stand out in our nation’s competitive environment. Spread the word, and spread the orange. Be sure to visit the VolShop to grab some new UT attire featuring the new logo.
Sincerely,
Chancellor Cheek
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About Claudette Sariya Claudette Sariya is a public relations specialist with over five years of experience working in the industry. Before graduating from the University of Tennessee with a bachelor degree in communications and public relations, Sariya completed internships with Maury Rogoff PR and Marketing, R.J. Graziano Jewelry, Rent the Runway and Skyfirm International. Since then, Sariya has helped to co-‐found Matador Communications, a public relations, marketing, social media and advertising firm located in New York City, with her partner and friend Kevin Brown.
Sariya has always had a passion for writing and communication and is happy to have found a career path that challenges her to develop her skills in both of those areas every day. She continues to exhibit advanced writing and communication skills through all of her work, which can be found on her professional website. Her understanding of the rapidly growing public relations industry helps her to design and create innovative solutions for public relations and social media campaigns, promotional and commercial events, and crisis and reputational management.
