i am my brother's keeper campaign
DESCRIPTION
PR Campaigns class project. We worked with a client to create an awareness campaign for a new non-profit organization.TRANSCRIPT
I Am My Brother’s Keeper
Public Relations Campaign
Spring 2011
Amy Barton. Ashley Bowling. Maggie Daley.
Lauren Schuster.
2
College of Liberal Arts
217 Tichenor Hall
Auburn University
Auburn, AL 36849
Dear Ms. Smith,
We greatly appreciate the opportunity to work with you and I Am My Brother’s Keeper on this
campaign. We would like to thank you for your patience and willingness to work with four
different schedules.
We hope that our campaign helps IAMBK establish itself in the community and achieve its goal
of recruiting more volunteers, donors and participants. We are confident that our
recommendations and tactics will help your organization grow and we hope that you will keep us
informed of those improvements as they occur.
Again, we thank you for your patience and for this opportunity to sharpen our public relation
skills. We have definitely learned a lot while working on this campaign and it was such a great
experience. We wish you the best of luck in the future!
Thank you!
Amy Barton Ashley Bowling
(205) 427-1585 (703) 498-3048
[email protected] [email protected]
Maggie Daley Lauren Schuster
(256) 777-9959 (256) 656-1688
3
Table of Contents
Executive Summary 4
Introduction 6
Research 8
Client Analysis 8
Situational Analysis 13
Publics Analysis 17
Planning 20
Implementation 23
Print Press Releases 23
Email Press Releases 31
Brochure 35
Postcard 36
Logo Redesign 37
Letter to Car Dealers 38
Facebook 39
Twitter 43
IMPACT Project 47
Website Recommendations 48
Contact Lists 49
Evaluation 58
Appendix 60
Appendix A 60
Appendix B 61
Appendix C 62
Appendix D 63
4
Executive Summary
Public Relations Campaigns is a capstone course in which students illustrate their knowledge and
understanding of major coursework to create a public relations campaign. Students form groups
and are assigned a client to work with for the entire semester to develop a campaign. According
to the syllabus, the goal of the course is to have students apply the public relations processes to a
problem or opportunity of a real client and develop a complete communication plan to address
that problem or opportunity.
I Am My Brother’s Keeper (IAMBK) was assigned to group members Amy Barton, Ashley
Bowling, Maggie Daley and Lauren Schuster by their professor, Dr. Lauren Smith. IAMBK is a
nonprofit organization that helps underprivileged families in Lee and Macon counties thrive in
their homes, schools and communities. IAMBK is still developing in the community and hopes
to gain more donor support in order to increase and strengthen their programs and services.
IAMBK wants more people to know about the organization so they can utilize its programs and
services. As the organization continues to grow, IAMBK needs more volunteers to keep the
organization running.
After analyzing the organization’s current situation and future needs, the group decided an
awareness campaign would be the best strategy for IAMBK. IAMBK is not well known in the
community, so an awareness campaign provides an opportunity to create a strong, positive
reputation. The campaign will increase awareness for all of IAMBK’s target publics, including
donors, volunteers and participants.
After conducting research and analyzing the organization’s strengths and weaknesses, the group
developed an awareness campaign composed of print materials, social media tactics and
5
community outreach. The group redesigned the logo and brochure to give the organization a new
perspective within the community. The group also recommended changes to IAMBK’s current
website in order to improve the design and enhance the viewer’s perception of the organization.
The group hopes this awareness campaign will help IAMBK grow closer to their goal of an
annual budget of $200,000. The group wants to gain enough donor support to strengthen the
organization’s programs and services. The group believes an increased awareness will bring in
more volunteers and participants to utilize what the organization has to offer.
6
Introduction
Mission
The mission of IAMBK is to provide family and youth services in Lee and Macon counties that
enable disadvantaged and minority members to become self-supportive and thrive in their
homes, schools and communities. IAMBK targets low-income, single parent, and special needs
families with low levels of education. The organization is designed to help participants develop
morals, character and skills for the workforce. As well as increase their education levels,
promote their physical health and discover and nurture their talents.
About IAMBK
IAMBK was established in 2006 as a 501(c)(3) organization, which means that any and all
donations made are tax-deductible.
IAMBK’s programs and services include performing arts, literacy, clothing, resource and
referral, on-site feeding, physical fitness, counseling and work force development.
Comprehensive services are offered, in collaboration with other agencies, as a response to
challenging encounters that disadvantaged families face each day.
Currently, IAMBK has a staff of more than 40 volunteers. Some of those volunteers have a
history of working with at-risk youth and families. Volunteers have worked with children who
have been suspended from or dropped out of school, arrested, come from single parent and drug
infested environments or left at home alone.
7
Programs
IAMBK’s services are divided into five main programs: Leap for the Stars Academic Tutoring,
Restoration Social Services, Work to EXCEL Career Development, BOUNCE Physical Fitness
and The Elect Performing Arts.
8
Research
Client Analysis
Campaign Opportunities
IAMBK is in need of transportation, facilities, volunteers and awareness within the community.
Our efforts are going to focus on fundraising and creating a well known, positive reputation. The
group will propose ideas through print materials, logo redesign, social media and website
recommendations.
Organizational History
IAMBK was established in 2006 by a professor at Tuskegee University who identified several
needs in the Tuskegee and Loachapoka areas. It was observed that these areas have a large
percentage of low-income, single parent and special needs families who are struggling. The
mission is to provide family and youth services that enable disadvantaged and minority members
to become self-supportive and thrive in their homes, schools, and communities. The organization
is designed to help participants develop morals, character and skills for the workforce. As well as
increase their education levels, promote their physical health, and discover and nurture their
talents. The time spent in the organization’s five-year existence has been devoted to developing
the perfect mission, building capacity and recruiting board members. Therefore, no major
milestones have been met yet.
Organizational Goals
As stated above, IAMBK’s overall objective is for disadvantaged and minority members in Lee
and Macon counties to have the knowledge and means to support themselves and prosper in all
9
aspects of life. IAMBK offers five programs, each focusing on one fundamental aspect of living
this prosperous lifestyle:
Leap for the Stars Academic Tutoring Program is a literacy program designed to improve
academic skills among disadvantaged youth and families and help them to succeed in school.
The services include one-on-one assistance with academic subjects using hands-on-applications,
typing and computer skills, mentoring, book distributions and read-a-louds.
Restoration Social Services Program is designed to help meet basic needs of low-income youth
and families through direct service delivery and connections with other service organizations.
Services include the provision of food, clothing, assistance with service applications and income
taxes, therapy, counseling and classes on money management, parenting, communication and
relationship building.
Work to EXCEL Career Development Program is designed to help youth and adults discover
their job interests, talents, and skills, gain experience working in various job settings through
partnerships with local employers. Participants learn to successfully complete job applications
manually and on-line, write cover letters and resumes, learn professional job etiquette and
acquire skills that could lead to entrepreneurship.
BOUNCE Physical Fitness Program is designed to provide low-income youth and families with
opportunities to engage in physical activities that promote good health. Services include team
sports, cheerleading, tennis, track, fitness classes for youth and adults, distribution of health
information and health screenings.
10
The Elect Performing Arts Program is designed to provide youth with opportunities to engage in
creative self-expression. This program includes classes and performances in dance, film, theatre
and music.
Organization’s Perception
IAMBK is a new organization that has only been active for one year. They are not well known in
the community. The reputation they do have is positive, but only with the families who
participate in their programs. Those who participate in the organization are appreciative and feel
the organization is an incredible opportunity that can make a difference in their children’s and
families’ lives.
From the survey the group conducted in the Opelika area, approximately 10 percent of the
community was aware of the organization. Of the 10 percent, none had knowledge of the
organization or its programs and service. A detailed description of this survey can be found in
the Appendix.
Public Relations Efforts
Previous- There were no previous public relations efforts implemented by the
organization, as it has only been active for one year.
Current- The current public relations efforts include the printing and distribution of
brochures, visits to low-income housing in Lee and Macon counties to raise awareness
about the service, outreach to potential donors for grants and food and a benefit event in
February.
11
Practitioner’s Perception of Needs
The group believes IAMBK is in need of an increased awareness within the community in hopes
to create a positive reputation and gain more volunteers. The group hopes the increased
awareness aids in the garnering of funds for the organization. Because of this, the group will
create materials IAMBK can use for many different purposes to increase the organization’s
funds. The group feels that they should particularly focus on funding adequate transportation for
their participants.
Organization’s Perception of Needs
The organization needs a facility to house all of the services and activities that IAMBK provides.
The organization needs fundraising for many reasons, such as transportation costs, construction
of the new facility and programs and services for the families. The organization would
eventually like to have a $200,000 annual budget; therefore, current and future fundraising
efforts need to be more successful than in the past. The organization also has a need for more
volunteers for dance and theatre classes, as well as tutors for the children. As more services are
added to the program, the need for volunteers will increase.
Organizational Culture
The organization has a staff of more than 40 volunteers with diverse ethnicities and backgrounds.
Volunteers come from the surrounding communities Auburn University.
The organization’s participants are at-risk youth and families from Lee and Macon counties. The
children range from preschool to 12th grade, and now adults are participating in the job readiness
12
program. The participants come from low-income, single parent and special needs families with
low levels of education. Some of the children have difficulties succeeding in an educational
setting. The organization wants to create a motivating environment that participants enjoy.
The campaign needs to include public relations efforts to reach underprivileged families and
potential volunteers. The families who participate in the organization do not have much access to
technology; therefore, a more traditional public relations approach will be most effective in
reaching them.
Organization’s Budget
There is no budget for this campaign. The organization hopes to get as many donations and
community support as possible to cover campaign expenses. The goal is to eventually have an
annual budget of $200,000.
13
Situational Analysis
Organization’s major publics
The group hopes to increase awareness of this organization to all members of the community,
specifically our three main publics: potential donors, volunteers and participants. Without
donors, the organization would struggle to provide funding for the five programs IAMBK offers.
Without volunteers, there would be no one to perform the activities that are included in the
programs. And obviously, without participants there would be no one that could benefit from the
donations of both time and money.
Publics’ attitude toward the organization
The few publics that are currently aware of the organization have responded positively and
understand they are contributing to a great cause. The group believes that an increase in
awareness will create a greater response and attitude towards IAMBK’s efforts.
Effectiveness of past communication strategies with publics
The group feels that IAMBK’s past communication strategies were not effective. First, there
have only been two ways in which this organization has attempted to communicate with the
community: a website and a brochure. Both of these outlets need to be updated to appeal to all of
the major publics. The most important addition that both the website and brochure need is
information to educate the publics about the issue. This might include statistics, real life stories,
etc. Second, the group believes that IAMBK needs to utilize several other communication outlets
in order to reach its publics, with the most important one being social media.
14
Publics’ awareness and knowledge of the organization
The current donors and volunteers have a general awareness of poverty, single parent families,
unemployment, low academic performance and high illiteracy rates. However, they’re not up
close and personal with the issues. They do not realize how many children in the community are
not challenged or motivated to be successful and therefore settle for delinquency. The
organization has current participants, but there are several more they want to reach and help.
Outside of the organization’s current publics, there is little to no awareness of the issue or the
organization.
Publics’ involvement with the organization
The organization currently has some volunteers, participants and donors, but it has not reached
its full potential. Those that are involved in IAMBK have a positive response and continue to be
active. There are still many publics that need to be informed of the organization.
Appropriate tactics to inform the publics
Potential donors and volunteers need to be informed of local statistics emphasizing the need to
help low-income families. It would be beneficial to hear testimonies of participants who have
benefited from the services IAMBK provides and how the organization has made a positive
impact in their life. The organization could reach these publics through communication vehicles
such as social media, special events and print pieces.
Potential participants will need to be reached in a different way. Most of these families do not
have access to technology and will have to be informed using traditional public relations
15
methods, such as face-to-face. They need to know that IAMBK is accessible to them and what it
can do for their families.
Situation opportunities
IAMBK can take advantage of the local resources available in the community such as Auburn
University. The organization has the opportunity to collaborate with programs and students to
raise money, create awareness and gain volunteers. The board members of IAMBK have many
political, religious, professional and academic connections as well. The situation presents an
opportunity to create a campaign that will center on increasing awareness and funding. From
creating brochures, fliers and newsletters to publishing articles and videos, IAMBK is open to all
ideas and suggestions. The group will use our public relations knowledge and resources to
prepare the most efficient ways to work toward their goals and needs.
Organizational strengths
IAMBK is a relatively new organization that is mission driven. They have great communication
within their organization through their regular board meetings. The members are innovative and
have gathered a large number of volunteers. They have formed partnerships with other agencies
and organizations. IAMBK also has a strong understanding of the target population and a good
focus on the needs of the community.
Organizational weaknesses
IAMBK is a new organization that is not well known. They have limited funding, transportation
and space. They have many volunteers, but not full-time employees or committees that can
16
continuously work on specific needs.
Organizational opportunities
IAMBK has the opportunity to become a well known organization with a positive reputation.
With increased awareness and funding, the organization will be better able to provide services to
a wider audience. Our specific strategy is to discover the best ways to reach the organization’s
publics and how to effectively communicate with them.
Organizational threats
IAMBK has no direct threats. Insufficient funds would be a potential threat to the upkeep of the
organization. Other nonprofit organizations that require donations and volunteers could be a
threat in taking away possible donations and volunteers from IAMBK.
Public relations goals
IAMBK has two main goals for this public relations campaign. The organization needs to
increase awareness of its cause and services within the community. The organization also must
raise funds for the continued activities of IAMBK. Fundraising opportunities must be multiplied
in order to receive the maximum amount of donations from a larger pool of donors.
Public relations objective
The overall objective of the campaign is to increase awareness in Lee and Macon county
communities, including donors, volunteers and potential program participants, by 50 percent.
17
Publics Analysis
Publics
IAMBK’s three main publics are potential donors, volunteers and participants who can benefit
from IAMBK’s services. The cooperation and involvement of these three groups will help
IAMBK accomplish its main objectives.
Organization’s image and reputation
IAMBK does not have an established image or reputation. Due to the positive feedback from
participants, it has the potential to acquire a positive reputation in the community. Once
awareness and involvement increase there will be more opportunities to develop a positive
image.
Publics’ attitude toward organization
The few publics that are currently aware of the organization have responded positively and
understand they are contributing to a great cause. The group believes that an increase in
awareness will create a greater response and attitude towards IAMBK’s efforts.
Effectiveness of communication strategies with publics
The effectiveness of the strategies they have chosen to communicate with the publics are
traditional and limited. Many of them require the initial contact to be made by the publics rather
than the organization.
18
Publics’ awareness of the organization and the issue
The volunteers, donors and participants know that IAMBK is need of fundraising and awareness
based on the limited facility space, lack of transportation and the potential it has to expand.
Publics’ involvement with the organization and the issue
Staff members help raise money for the organization by working concessions at the Auburn
University football games. They also contribute by driving participants to and from their homes
to activities.
How the publics receive information about the organization and the issue
Publics currently receive information from the website www.iambkinc.org, brochures, word of
mouth and by contacting through email and phone.
Effectiveness of previous public relations efforts toward the publics
IAMBK has not made any public relations efforts due to the fact that it has only been active for
one year.
Goals of our campaign
The group has two main goals for this campaign. The first goal is to increase our publics’
awareness of IAMBK’s mission and the services they provide. The group also wants to raise a
significant amount of money in order to maintain these services.
19
Objectives of our campaign
The group would like to see $1000 come in from donors, whether that be monetary donations or
donations of goods and services. The group would also like to attract at least 15 new volunteers.
Appropriate tactics to inform publics
Potential donors and volunteers need to be informed of local statistics emphasizing the need to
help low-income families. It would be beneficial to hear testimonies from those who benefit
from the organization, and specifically how their efforts are helping to make a difference. The
organization could reach these publics through communication vehicles such as social media,
special events and print pieces.
Potential participants will need to be reached in a different way. Most of these families do not
have access to technology and will have to be informed using traditional public relations
methods, such as face-to-face. They need to know that IAMBK is accessible to them and what it
can do for their families.
20
Planning
Goals
IAMBK’s overall goal is to garner enough donor support to have an annual budget of $200,000.
They will use this money to build an all encompassing facility, provide salary pay for staff
members and improve the impact and efficiency of the organization’s programs and services.
Some additional goals include providing organizational transportation to participants and
increase volunteers. With increased funds, IAMBK will have the opportunity to extend their
services to a larger audience.
Objectives, Strategies and Tactics
Objective 1: To increase the awareness of IAMBK to its target publics
Strategy: Provide materials IAMBK can use to increase awareness among its target
publics of donors, volunteers and participants
Tactic: Create press releases IAMBK can use for its publics, including an
informational press release, a donor press release and a volunteer press release.
There will be a print and email version of each press release
Tactic: Create a press release for IAMBK’s May event
Tactic: Create a new brochure targeted toward donors and volunteers
Tactic: Create a postcard targeted toward participants
Tactic: Provide names and contact information of businesses, organizations,
programs and media IAMBK could send or bring materials about the organization
21
Objective 2: To redesign IAMBK’s logo
Strategy: Create a new logo for the organization that publics will instantly recognize
when seen and know it is IAMBK’s logo
Tactic: Design and provide a new logo for IAMBK to be put on all the
organization’s materials
Objective 3: To get a van donated for IAMBK’s transportation needs
Strategy: Contact local car dealerships to ask if a vehicle could be donated
Tactic: Write a letter that IAMBK can send to local car dealerships
Tactic: Provide names and contact information of local car dealerships
Objective 4: To establish a social media presence for IAMBK
Strategy: Create a Facebook and Twitter page for IAMBK
Tactic: Setup Facebook and Twitter pages for IAMBK and provide all account
information so it can be changed to the appropriate individual
Tactic: Provide a detailed tutorial of how the pages work, the components that
make up the pages and give ideas of what should be posted to them
Objective 5: To make IAMBK an Auburn University IMPACT project
Strategy: Apply to become one of IMPACT’s project sites for the next school year
Tactic: Provide information on how to apply to become a project site
22
Objective 6: To improve IAMBK’s current website
Strategy: Improve the aesthetics and readability of the website to enhance viewer’s
perception of the organization
Tactic: Provide suggestions to make to the website so it can be improved without
having to create an entirely new website
23
P.O. Box 769
Auburn, AL 36832
(334) 728-0309
www.iambkinc.org
FOR IMMEDIATE RELEASE Contact Information:
Dr. Trellis Smith
Executive Director
(334) 728-0309
Nonprofit organization reaches out to low-income families
I Am My Brother’s Keeper helps underprivileged families in Lee and Macon counties thrive in
their homes, schools and communities.
AUBURN, Ala. – I Am My Brother’s Keeper (IAMBK) is a developing organization dedicated
to providing services to disadvantaged and minority members in Lee and Macon county
communities that will lead to a thriving lifestyle.
IAMBK offers five programs each focusing on one fundamental aspect of a prosperous
lifestyle: developing skills for the workforce, moral and character development, academic
advancement, self expression in the arts and physical fitness. These programs are tailored to
educate children of all ages and adults as well.
“Most people in this area don’t understand how many children in their own community
are not challenged or motivated to be successful,” said Trellis Smith, Executive Director of
IAMBK. “As a result, these children settle for delinquency. It is our goal to end this cycle and
help these children and adults reach their full potential.”
IAMBK was established in 2006 by a professor at Tuskegee University who identified
several needs in the Tuskegee and Loachapoka areas. It was observed that these areas have a
Informational Press Release
-more-
24
large percentage of low-income, single parent and special needs families who are struggling to
become self-supportive and succeed in their homes, schools and communities.
IAMBK is a 501(c)(3) nonprofit organization. If you would like to make a tax-deductible
donation or volunteer, call (334) 728-0309 or visit www.iambkinc.org for more information.
###
Page 2 of 2
25
P.O. Box 769
Auburn, AL 36832
(334) 728-0309
www.iambkinc.org
FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT:
Dr. Trellis Smith
Executive Director
(334) 728-0309
Support underprivileged families in the Auburn/Opelika community
How you can help low-income families in Lee and Macon counties thrive in their homes, schools
and community.
AUBURN, Ala. - I Am My Brother’s Keeper (IAMBK) is a nonprofit organization benefiting
underprivileged families in Lee and Macon counties. IAMBK is devoted to helping at-risk
youths and disadvantaged families by providing support and knowledge to increase their chances
of succeeding and maintaining a positive life style.
As IAMBK continues to grow, so does the need for support of its programs and services.
IAMBK is looking to expand to a larger facility that will house all services and is in need of a
stable means of transportation. Any form of donation would be beneficial to ensuring the future
success of IAMBK.
IAMBK is a 501 (c)(3) nonprofit organization and all donations are tax-deductible and
can be submitted through the mail. If you have any questions about the organization or your
donation, please call (334) 728-0309 or visit www.iambkinc.org for more information.
IAMBK was established in 2006 by a professor at Tuskegee University who identified
several needs in the Tuskegee and Loachapoka areas. It was observed that these areas have a
Donor Press Release
-more-
26
large percentage of low-income, single parent and special needs families who are struggling to
become self-supportive and succeed in their homes, schools and communities.
###
Page 2 of 2
27
P.O. Box 769
Auburn, AL 36832
(334) 728-0309
www.iambkinc.org
FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT:
Dr. Trellis Smith
Executive Director
(334) 728-0309
Volunteer opportunity working with underprivileged families
Support low-income families in your community thrive in their homes, schools and communities
by volunteering with I Am My Brother’s Keeper
AUBURN, Ala. - I Am My Brother’s Keeper (IAMBK) is a nonprofit organization benefiting
underprivileged families in Lee and Macon counties. IAMBK is devoted to helping at-risk
youths and disadvantaged families by providing support and knowledge to increase their chances
of succeeding and maintaining a positive life style.
There are an unlimited amount of volunteer opportunities to help with activities and
events. IAMBK provides services that include performing arts, literacy, clothing, resource and
referral, on-site feeding, physical fitness, counseling and work force development.
The organization has a large staff of volunteers with histories of working with at-risk
youth and families. IAMBK is always looking for volunteers of all ages and experiences to assist
with their programs and services. For those who are interested in volunteering with the
organization, please call (334) 728-0309 or visit www.iambkinc.org for more information.
IAMBK was established in 2006 by a professor at Tuskegee University who identified
several needs in the Tuskegee and Loachapoka areas. It was observed that these areas have a
Volunteer Press Release
-more-
28
large percentage of low-income, single parent and special needs families who are struggling to
become self-supportive and succeed in their homes, schools and communities.
###
Page 2 of 2
29
P.O. Box 769
Auburn, AL 36832
(334) 728-0309
www.iambkinc.org
FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT:
Dr. Trellis Smith
Executive Director
(334) 728-0309
We Invite You to I Am My Brother’s Keeper’s “End-of-the-Year Blast”
AUBURN, Ala. – I Am My Brother’s Keeper (IAMBK) would like to invite everyone in the
local community to its “End-of-the-Year Blast” on Friday, May 20, at 6:00 p.m.
The event will be held at the Boykin Community Center located at 400 Boykin St. in
Auburn and there will be awards, special giveaways and refreshments to all who attend. IAMBK
students will perform dancing and acting routines and several special guests are scheduled to
make an appearance as well.
IAMBK is a nonprofit organization benefiting underprivileged families in Lee and
Macon counties. IAMBK is devoted to helping at-risk youths and disadvantaged families by
providing support and knowledge to increase their chances of succeeding and maintaining a
positive life style.
Executive Director Trellis Smith is excited about the growth of the organization. “We
have had a great year and we really want to celebrate the achievements and progress of those
involved in our program,” Smith said. “These programs mean so much to the participants and
May Event Press Release
-more-
30
their families and we want to thank everyone who has made the success of this organization
possible.”
IAMBK was established in 2006 by a professor at Tuskegee University who identified
several needs in the Tuskegee and Loachapoka areas. It was observed that these areas have a
large percentage of low-income, single parent and special needs families who are struggling to
become self-supportive and succeed in their homes, schools and communities.
###
Page 2 of 2
31
[Date]
Nonprofit organization reaches out to low-income families
AUBURN, Ala. – I Am My Brother’s Keeper (IAMBK) is a developing organization dedicated
to providing services to disadvantaged and minority members in Lee and Macon county
communities that will lead to a thriving lifestyle.
IAMBK offers five programs each focusing on one fundamental aspect of a prosperous lifestyle:
developing skills for the workforce, moral and character development, academic advancement,
self expression in the arts and physical fitness. These programs are tailored to educate children of
all ages and adults as well.
“Most people in this area don’t understand how many children in their own community are not
challenged or motivated to be successful,” said Trellis Smith, Executive Director of IAMBK.
“As a result, these children settle for delinquency. It is our goal to end this cycle and help these
children and adults reach their full potential.”
IAMBK was established in 2006 by a professor at Tuskegee University who identified several
needs in the Tuskegee and Loachapoka areas. It was observed that these areas have a large
percentage of low-income, single parent and special needs families who are struggling to become
self-supportive and succeed in their homes, schools and communities.
IAMBK is a 501(c)(3) nonprofit organization. If you would like to make a tax-deductible
donation or volunteer, call (334) 728-0309 or visit www.iambkinc.org for more information.
Contact
Dr. Trellis Smith
Executive Director
(334) 728-0309
Informational Email Press Release
32
[Date]
Support underprivileged families in the Auburn/Opelika community
AUBURN, Ala. - I Am My Brother’s Keeper (IAMBK) is a nonprofit organization benefiting
underprivileged families in Lee and Macon counties. IAMBK is devoted to helping at-risk
youths and disadvantaged families by providing support and knowledge to increase their chances
of succeeding and maintaining a positive life style.
As IAMBK continues to grow, so does the need for support of its programs and services.
IAMBK is looking to expand to a larger facility that will house all services and is in need of a
stable means of transportation. Any form of donation would be beneficial to ensuring the future
success of IAMBK.
IAMBK is a 501 (c)(3) nonprofit organization and all donations are tax-deductible and can be
submitted through the mail. If you have any questions about the organization or your donation,
please call (334) 728-0309 or visit www.iambkinc.org for more information.
IAMBK was established in 2006 by a professor at Tuskegee University who identified several
needs in the Tuskegee and Loachapoka areas. It was observed that these areas have a large
percentage of low-income, single parent and special needs families who are struggling to become
self-supportive and succeed in their homes, schools and communities.
Contact
Dr. Trellis Smith
Executive Director
(334) #728-0309
Donor Email Press Release
33
[Date]
Volunteer opportunity working with underprivileged families
AUBURN, Ala. - I Am My Brother’s Keeper (IAMBK) is a nonprofit organization benefiting
underprivileged families in Lee and Macon counties. IAMBK is devoted to helping at-risk
youths and disadvantaged families by providing support and knowledge to increase their chances
of succeeding and maintaining a positive life style.
There are an unlimited amount of volunteer opportunities to help with activities and events.
IAMBK provides services that include performing arts, literacy, clothing, resource and referral,
on-site feeding, physical fitness, counseling, and work force development.
The organization has a large staff of volunteers with histories of working with at-risk youth and
families. IAMBK is always looking for volunteers of all ages and experiences to assist with their
programs and services. For those who are interested in volunteering with the organization, please
call (334) 728-0309 or visit www.iambkinc.org for more information.
IAMBK was established in 2006 by a professor at Tuskegee University who identified several
needs in the Tuskegee and Loachapoka areas. It was observed that these areas have a large
percentage of low-income, single parent and special needs families who are struggling to become
self-supportive and succeed in their homes, schools and communities.
Contact
Dr. Trellis Smith
Executive Director
(334) 728-0309
Volunteer Email Press Release
34
[Date]
We Invite You to I Am My Brother’s Keeper’s “End-of-the-Year Blast”
AUBURN, Ala. – I Am My Brother’s Keeper (IAMBK) would like to invite everyone in the
local community to its “End-of-the-Year Blast” on Friday, May 20, at
6:00 p.m.
The event will be held at the Boykin Community Center located at 400 Boykin St. in Auburn and
there will be awards, special giveaways and refreshments to all who attend. IAMBK students
will perform dancing and acting routines and several special guests are scheduled to make an
appearance as well.
IAMBK is a nonprofit organization benefiting underprivileged families in Lee and Macon
counties. IAMBK is devoted to helping at-risk youths and disadvantaged families by providing
support and knowledge to increase their chances of succeeding and maintaining a positive life
style.
Executive Director Trellis Smith is excited about the growth of the organization. “We have had a
great year and we really want to celebrate the achievements and progress of those involved in our
program,” Smith said. “These programs mean so much to the participants and their families and
we want to thank everyone who has made the success of this organization possible.”
IAMBK was established in 2006 by a professor at Tuskegee University who identified several
needs in the Tuskegee and Loachapoka areas. It was observed that these areas have a large
percentage of low-income, single parent and special needs families who are struggling to become
self-supportive and succeed in their homes, schools and communities.
Contact
Dr. Trellis Smith
Executive Director
(334) 728-0309
May Event Email Press Release
35
Brochure
36
Postcard for participants
Front
Back
37
Logo Redesign
As part of our campaign, the group redesigned IAMBK’s logo. The group wanted to make the
logo something simple that would be easily recognizable by the organization’s target publics.
When people see the logo, the group wants them to instantly think of the organization. The group
chose to focus on the organization’s abbreviation, IAMBK, in the logo instead of the full name
because it is short and easy to remember. IAMBK can use this new logo on all their documents,
promotional materials, print materials, website and social media sites.
38
P.O. Box 769
Auburn, AL 36832
(334) 728-0309
www.iambkinc.org
[Date]
[Owner]
[Business]
[Address]
Dear [Owner],
I Am My Brother’s Keeper (IAMBK) is a nonprofit organization with a mission to provide
services to low-income families in Lee and Macon counties to become self-supportive and thrive
in their homes, schools and communities. IAMBK helps these families develop morals, build
character, acquire skills for the workforce, increase their education, maintain their physical
health and discover and nurture their talents.
As IAMBK continues to grow, so does the need for support of its programs and services.
Providing transportation is an essential element to the success of the organization. Volunteers use
their personal vehicles to provide transportation with little to no reimbursement. We would like
to ask you if there are any vehicles [business] no longer uses that could be donated to the
organization.
We understand this is a large request, but please keep in mind that these families have no means
of transportation. The limited budget IAMBK has is used to support the services and programs
they provide to the underprivileged participants. There is no additional funding that can be
accommodated to purchase a vehicle. It is an essential need to help this organization grow and
succeed.
Established in 2006, IAMBK is a 501 (c)(3) nonprofit organization and all donations are
tax-deductible. If you have any questions about your donation or the organization, please feel
free to contact me at (334) 728-0309 or [email protected]. Thank you for your support for
IAMBK and making a difference in the lives of those less fortunate than us.
Sincerely,
Dr. Trellis Smith
Executive Director, I Am My Brother’s Keeper
Letter to Car Dealers
39
This is a screenshot of your Facebook page:
(Facebook page: http://www.facebook.com/pages/Auburn-AL/I-Am-My-
Brothers-Keeper/190266651017096)
40
What is Facebook and how to effectively use it for your organization:
What is Facebook:
Facebook is a social networking service and website. Users of the site may create a
personal profile, add other users as friends, and exchange messages, including automatic
notifications when they update their profile. Additionally, users may join common
interest user groups, organized by workplace, school or college, or other characteristics.
How to login onto your Facebook:
Go to www.facebook.com
Enter e-mail address:
Account is currently under the e-mail address [email protected]
See below how to change the e-mail address
Enter password:
Current password is iammybrotherskeeper
See below how to change the password
Click “Log in” button
How to change account’s email address:
Once you’re logged in, click the “Account” button in top right corner
Click “Account Settings” from drop-down menu
You will be in the “Account Setting” section, and the third option on the page will be
Type the email address you want to change it to, and click “Change Contact E-mail” at
the bottom of the page
How to change account’s password:
Once you’re logged in, click the “Account” button in the top right corner
Click “Account Settings” from drop-down menu
You will be in the “Account Settings” section, and the fourth option on the page will be
password
Type in the current password, iammybrotherskeeper
Type in the new password
Type in the new password again to verify
Click “Change Password”
41
What to do on Facebook:
Post updated news about IAMBK
Next to “Share” on the News Feed, click “Status”; This is where an update would
be posted
Create events and send invitations to IAMBK’s friends
To create an event, click on “Events” on the left side of the screen
Select “Create an event”
Enter in the necessary information and add a picture
Click “Create event”
The next screen asks if you would like to update those you “like” IAMBK on the
event. Click “Send”. This invites all your friends to the event.
Post pictures and videos of participants, volunteers and events
Click “Photos” on the left side of the screen
Click “Upload Photos” or “Upload Videos”
Inform your followers of what IAMBK is in the “Information” box
On the page, click “Info” on the left side and click “Edit Info”
Interact with those IAMBK followers by asking questions on the page’s wall
Next to “Share” on the News Feed, click “Question”. This is where you can ask
your followers specific questions
How often to update Facebook:
IAMBK should (at the minimum) post an update at least once a day. The more
activity on the page, the more effective it will be. Every time a new event is
scheduled for the organization, it needs to be posted on the Facebook page. The
group also encourages you to post several pictures and videos- anything to spark
interest in your followers.
42
For the most part, Facebook is pretty self-explanatory. Below, however, are a
few key terms that might need a little more explanation:
News Feed
News Feeds highlight what's happening in your social circles on Facebook.
News Feeds are posted to pages for all to see.
Page A page is a Facebook site intended for and created by artists, musical groups,
celebrities, businesses, brands and similar entities (not individuals). You can
add pages to your own personal profile to show your friends what you care
about. Only the official representative of an artist or business can create and
make changes to a page.
Wall A featured section inside a Facebook page. It's a space on every page that
allows friends and users themselves to post messages for all to see.
Admin An admin is a person who's in charge of a group. When you create a group,
you will automatically be listed as both an admin and the group's creator.
Admins can invite people to join the group, appoint other admins, and edit
group information and content. They can also remove members and other
admins.
43
This is a screenshot of your Twitter profile:
(Twitter page: http://www.twitter.com/IAMBKinc)
44
What is Twitter and how to effectively use it for your organization:
What is Twitter:
Twitter is a real-time information network that connects you to the latest information
about what you find interesting. Find the accounts you find most compelling and follow
their conversations. Twitter keeps your followers updated on your organization and
allows them to engage in conversation in return. Twitter is a micro-blogging site, which
means your can only post messages containing 140 characters or less.
How to post on Twitter:
One you’re logged in, you will see your home page (Detailed login information is
provided below)
You type your tweet in the “What’s happening?” box (Remember, your tweet can only be
140 characters long)
Click “Tweet” button
Your tweet is now posted
How often to post on Twitter:
IAMBK should tweet at least once a day, three times at the most. In order for your
Twitter to be effective and build followers, you must consistently tweet, but don’t
bombard your followers with unimportant information
What to post on Twitter:
News and updates about IAMBK
Upcoming events
Requests for volunteers for programs or events
Thank donors and volunteers for their help
Pictures and videos of the participants, programs and events
To post pictures to Twitter, you must do so through a third-party site called
TwitPic. This is how you login to TwitPic and post pictures:
Go to http://www.twitpic.com
At the top right corner, click “Sign in with Twitter”
Sign in with your Twitter account information
Click “Upload photo or video”
Click “Browse” to find the image on your computer
45
Once you post a picture to the site, it will automatically post to your
Twitter account
Create a Social Media position:
Twitter is a great way to promote IAMBK, but it can be confusing and time consuming.
The group recommends creating a social media position for a volunteer or intern. Find
someone who can learn Twitter and commit to keeping it updated on a daily basis.
How to login to your Twitter:
Go to http://www.twitter.com
Click “Sign in” button on top right hand corner
Enter e-mail address or username:
o Account is currently under the email address [email protected]
See below how to change the email address
Username is IAMBKinc
Enter password:
o Current password is iammybrotherskeeper
o See below how to change the password
Click “Log in” button
How to change account’s email address:
Once you’re logged in, click the “IAMBKinc” button in top right corner
Click “Settings” from drop-down menu
You will be in the “Account” section, and the third option on the page will be
Type the email address you want to change it to, and click “Save” at the bottom of
the page
A confirmation email will be sent to the new email address.
How to change account’s password:
Once you’re logged in, click the “IAMBKinc” button in the top right corner
Click “Settings” from drop-down menu
You will be in the “Account” section; select the second “Password” icon on the
top of the page
Type in the current password, iammybrotherskeeper
Type in the new password
Type in the new password again to verify
Click “Change”
46
Twitter Lingo
Twitter has a unique vocabulary. Below you will see commonly used Twitter terms and their
meaning:
Tweet- a message posted on Twitter containing 140 characters or less. Tweets are what your
followers see on their timeline.
Timeline- a real-time list of Tweets from those you follow, which will appear on your home
page.
@- If you want to Tweet “at” someone, type the @ symbol and then their username into the
Tweet.
Follow- to subscribe to someone’s Tweets or updates on the site. You can follow someone by
clicking the “Follow” button on their profile. Their Tweets will be displayed on your timeline.
Follower- another Twitter user who is following you and subscribed to your Tweets. Your
Tweets will be displayed on their timeline.
Retweet- forwarding another user’s Tweet to all of your followers. To retweet, hover over a
Tweet and click the retweet link below the message.
Favorite- marks a Tweet as one of your favorites, which can be done by clicking the yellow star
next to the message. People do this when they like a Tweet and want to save it for later.
Hashtags (#)- the # symbol, called a hashtag, is used to mark keywords or topics in a Tweet.
People use the hashtag symbol to categorize their Tweets to show more easily in Twitter search.
These can be used anywhere in a Tweet and are often connected with Trending Topics.
Trending Topics- a subject algorithmically determined to be one of the most popular on Twitter
at the moment. Trending topics are displayed on the sidebar on the right of your homepage.
For a complete list of Twitter terms, visit http://support.twitter.com/entries/166337-the-twitter-
glossary.
47
Make IAMBK an Auburn University IMPACT Project
IMPACT is Auburn University’s central resource for volunteer opportunities and community
service. IMPACT provides students the opportunity to volunteer throughout the week at different
project sites. There is no weekly commitment required- students just come and volunteer when
they can.
IMPACT currently has13 different community service agencies in the Auburn/Opelika
community. Project sites have a designated day and time that IMPACT brings volunteers to the
organization. IMPACT is looking for new project sites for the 2011-2012 school year. To find
out how to make IAMBK an IMAPCT project, contact the IMPACT advisor Tim King. His
contact information can be found below.
Tim King, IMPACT Advisor
Auburn University Student Center Suite 32489
(334) 844-4978
48
Website Recommendations
Below are recommendation’s for IAMBK’s current website. These are suggestions to improve
the aesthetics and readability of the website to enhance the viewer’s perception of the
organization:
Change logo to redesigned logo
Change colors
Make the background, sidebar and content section all different colors. Use a solid
color or design
It is easier to read dark writing on a white background
Use pictures of actual program participants
Add links to Facebook and Twitter at bottom of all pages
Narrow the tabs in the sidebar down to these sections. Here are suggestions for those
sections:
Home
Include upcoming events
Move mission and vision statements into this section
About IAMBK
Move history into this section
Programs and Services
Add community dinner information
Make the food application a PDF or Word document that opens in a new
window
Shorten the descriptions of programs (don’t be repetitive)
Include dates and times of programs
Who we are
Include list of board members and staff
Add pictures and a brief autobiography of board members
Supporters
Include donors and partners
Make the listed businesses live links to their websites
Press
Turn articles into PDFs and have them open in a new tab
Testimonials
Add testimonials from participants who have benefited from IAMBK’s
programs and services
Contact us
49
Contact Lists
The group created several contact lists to help IAMBK distribute their materials and reach their
target publics. The group provided the appropriate names and contact information of individuals,
businesses and organizations the group thinks will be most beneficial to reach out to and send
materials about IAMBK. On the following pages, you will find contact information for:
Auburn University
Local businesses and organizations
Auburn city, Opelika city, Lee County and Macon County schools
Local media
Local used car dealers
50
Auburn University
Human Development and Family Studies College of Human Sciences
203 Spidle Hall
Joe F. Pittman, Interim Head
(334) 844-3242
Nutrition, Dietetics and Hospitality
Management
College of Human Sciences
328 Spidle Hall
Dr. Martin O’Neill, Department Head
(334) 844-3264,
Special Education, Rehabilitation and
Counseling
College of Education
2084 Haley Center
E. Davis Martin, Department Head
(334) 844-7685
Curriculum and Teaching
College of Education
5040 Haley Center
Nancy H. Berry, Department Head
(334) 844-4434
Sociology, Anthropology and Social Work
College of Liberal Arts
7030 Haley Center
L. Allen Furr, Department Chair
(334) 844-5018
Social Work Club
College of Liberal Arts
7030 Haley Center
Ki Seroka, Faculty Advisor
(334) 844-5014
Psychology
College of Liberal Arts
226 Thach
Barry R. Burkhart, Department Chair
(334) 844-6476
Theatre
College of Liberal Arts
211 Telfair Peet Theatre
Dan LaRocque, Department Chair
(334) 844-6618
Theatre- Dance
College of Liberal Arts
211 Telfair Peet Theatre
Adrienne Wilson, Assistant Professor
(334) 844-4748
Auburn Alumni Center
317 S College St.
Auburn, AL 36849
(334) 844-2586
Auburn University Career Development
Services
303 Mary Martin Hall
Auburn, AL 36849
(334) 844-4744
Auburn University Office of Diversity
and Multicultural Affairs
381 Mell St.
Auburn, Alabama 36849
(334) 844-4184
Auburn University SGA
3130 Auburn University Student Center
Auburn, AL 36849
(334) 844-4240
51
Local Businesses and Organizations
Auburn Parks and Recreation
307 S Dean Road
Auburn, AL 36830
(334) 501-2930
Auburn/Opelika Tourism Bureau
714 E Glenn Ave.
Auburn, AL 36830
(334) 887-8747
Opelika City Hall
204 S 7th St.
Opelika, AL 36801
(334) 705-5136
Opelika Post Office
500 S 7th St.
Opelika, AL 36830
(334) 745-3561
Auburn Post Office
300 Opelika Road
Auburn, AL 36830
(334) 821-3754
Auburn Public Library
749 E Thach Ave.
Auburn, AL 36830
(334) 501-3190
Opelika Public Library: Lewis Cooper
Junior Memorial Library
200 S 6th St.
Opelika, AL 36801
(334) 705-5380
Opelika Chamber of Commerce
601 Ave. A
Opelika, AL 36801
(334) 745-4861
The Tuskegee Human and Civil Rights
Multicultural Center
104 S Elm St.
Tuskegee, AL 36083
(334) 724-0800
Tuskegee University
1200 W Montgomery Road
Tuskegee Inst, AL 36088
(334) 727-8011
City of Macon: Public Library
302 S Main St .A
Tuskegee, AL 36083
(334) 727-5192
Shorter Town Hall
2521 Old Federal Road
Shorter, AL 36075
(334) 727-9192
52
Auburn City Schools
Auburn High School
405 S Dean Road
Auburn, AL 36830
(334) 887-4970
Principal: Dr. Todd Freeman
Auburn Junior High School
East Samford Ave.
Auburn, AL 36830
(334) 887-1960
Principal: Dr. Jason Wright
J.F. Drake Middle School
655 Spencer Ave.
Auburn, AL 36832
(334) 887-1940
Principal: Debbie Beebe
Cary Woods Elementary School
715 Sanders St.
Auburn, AL 36830
(334) 887-4940
Principal: Debbie Brooks
Dean Read Elementary School
335 S Dean Road
Auburn, AL 36830
(334)887-4900
Principal: Jackie Greenwood
Ogletree Elementary School
737 Ogletree Road
Auburn, AL 36830
(334) 887-4920
Principal: Dr. Mary Anna Martin-Smith
Richland Elementary School
770 Yarbourgh Farms Blvd.
Auburn, AL36830
(334) 887-1980
Principal: Debbie Smith
Wrights Mill Road Elementary School
807 Wrights Mill Road
Auburn, AL 36830
(334) 887-1990
Principal: Lynda Tremaine
Yarbrough Elementary School
1555 N Donahue Drive
Auburn, AL 36830
(334) 887-1970
Principal: Pete Forster
Auburn Early Education Center
721 E University Drive
Auburn, AL 36830
(334) 887-4950
Principal: Janet Johnson
53
Opelika City Schools
Opelika High School
1700 Layfayette Parkway
Opelika, AL 36801
(334) 745-9715
Principal: Stan Cox
Opelika Middle School
1206 Denson Drive
Opelika, AL 36801
(334) 745-9726
Principal: Farrell Seymore
West Forest Intermediate School
2801 Waverly Parkway
Opelika, AL 36801
(334) 745-9737
Principal: Brad Hunter
Morris Avenue Intermediate School
8 Morris Ave.
Opelika, AL 36801
(334) 745-9734
Principal: Nino Mason
Northside Intermediate School
601 N 5th Ave.
Opelika, AL 36801
(334) 745-9731
Principal: Chris Dark
Southview Primary School
2712 Marvin Parkway
Opelika, AL 36801
Phone: (334) 745-9711
Principal: Laura Hartley
Jeter Primary School
700 Jeter Ave.
Opelika, AL 36801
(334) 745-9723
Principal: Jeanie Miller
Carver Primary School
307 Carver Ave.
Opelika, AL 36801
(334) 745-9712
Principal: Clarence Magee
54
Lee County Schools
Beauregard Elementary School
300 Lee Road 431
Opelika, AL 36804
(334) 745-2972
Principal: Kathie Ledbetter
Beauregard High School
7343 Alabama Highway 51
Opelika, AL 36804
(334) 745-5916
Principal: Richard Brown
Beulah Elementary School
4737 Lee Road 270
Valley, AL 36854
(334) 745-5028
Principal: Weldon Parkman
Beulah High School
4848 Lee Road 270
Valley, AL 36854
(334) 745-5010
Principal: Jerry Southwell
Loachapoka Elementary School
685 Lee Road 061
Loachapoka, AL 36865
(334) 887-8066
Principal: Mary Ross
Loachapoka High School
685 Lee Road 61
Loachapoka, AL 36865
(334) 887-8038
Principal: Jim Wilkerson
Sanford Middle School
1500 Lee Road 11
Opelika, AL 36804
(334) 745-5023
Principal: Michelle Rutherford
Smiths Station Elementary School
171 Lee Road 728
Smiths Station, AL 36877
(334) 448-4422
Principal: Paul Kohler
Smiths Station High School
1100 Lee Road 298
Smiths Station, AL 36877
(334) 298-0999
Principal: Jason Yohn
Smiths Station Intermediate School
80 Lee Road 926
Smiths Station, AL 36877
(334) 298-8370
Principal: Kimberly Thomas
Smiths Station Primary School
150 Lee Road 295
Smiths Station, AL 36877
(334)298-6089
Principal: Kathy Henderson
Wacoochee Junior High School
125 Lee Road 254
Salem, AL 36874
(334) 745-3062
Principal: Rick Harris
55
Macon County Schools
Booker T. Washington High School
3803 W Martin Luther King Highway
Tuskegee, AL 36083
(334) 727-0073
Principal: Mason McDade Jr.
D.C. Wolfe School
4450 Cross Keys Road
Shorter, AL 36075
(334) 727-1641
Principle: Rosemary White
George Washington Carver
303 Union Springs Highway
Tuskegee, AL 36083
(334) 727-2700
Principal: Melissa Williams
Lewis Adams
303 Union Springs Highway
Tuskegee, AL 36083
(334) 727-6640
Principal: Mae Dorris Williams
Notasulga High School
500 E Main St.
Notasulga, AL 36866
(334) 257-3510
Principal: Brelinda Sullen
Tuskegee Institute Middle School
1809 Franklin Road
Tuskegee Institute, AL 36088
(334) 727-2580
Principal: Lonzo Bullie
Tuskegee Public School
101 E Price St.
Tuskegee, AL 36083
(334) 727-3222
Principal: Joseph Ashberry
56
Local Media
Newspapers:
Opelika-Auburn News
P.O. Box 2208
Opelika, AL 36803-2208
(334) 749-6271
Tuskegee News
103 S Main St.
Tuskegee, AL 36083
(334) 727-3020
The Auburn Plainsmen
255 Heisman Drive, Suite 1111
Auburn, AL 36849
(334)844-9108
The Corner News
117 N College St.
P.O. Box 3240
Auburn, AL 36830
(334) 821-7150
TV Stations:
Columbus WJSP TV 28 (PBS)
260 14th St. NW
Atlanta, GA 30318
(404) 685-2400
Columbus WLGA TV 66 (CW) 1800 Pepperell Parkway
Opelika, AL 36801
(334)745-0066
Columbus WLTZ TV 38 (NBC)
6140 Buena Vista Road
Columbus, GA 31907
(706)561-3838
Columbus WRBL TV 3 (CBS)
1350 13th Ave.
Columbus, GA 31901
(706) 323-3333
Columbus WTVM TV 9 (ABC)
PO Box 1848
Columbus, GA 31902
(706) 494-5400
Local Used Car Dealers
Glynn Smith Chevrolet Buick GMC
600 Columbus Parkway
Opelika, AL 36801
(866) 780-0639
Gentry & Ware Motor Company
3906 Pepperell Parkway
Opelika, AL 36801
(334) 749-1286
Motormax of Auburn
621 Columbus Parkway
Opelika, AL 36801
(334) 749-7991
John Gunter Motors
2012 Marvyn Parkway
Opelika, AL 36804
(334) 705-0463
Realtech Auto Sales, Inc.
111 S Ninth St.
Opelika, AL 36801
(334) 787-9559
Puckett Motors
300 S Seventh St.
Opelika, AL 36801
Herring Automotive, Inc.
408 Clanton St.
Opelika, AL 36801
(334) 705-0600
T R Motors
504 S Sixth St.
Opelika, AL 36801
(334) 741-1000
Countryside Motors
4639 Al Highway 51
Opelika, AL 36804
(334) 745-0021
Matt Cannon Motors
1810 Lee Road 42
Opelika, AL 36804
(334) 705-8000
Knight Rides
101 N 11th St.
Opelika, AL 36801
(334) 742-0755
Arwood Auto Sales
3603 Pepperell Parkway
Opelika, AL 36801
(334) 737-3995
American Pride Motors
2085 County Road 43 N
Opelika, AL 36804
(334) 727-6707
Discount Auto Mart
1103 Opelika Road
Auburn, AL 36830
(334) 501-8454
Airport Motors, Inc.
1777 E Glenn Ave.
Auburn, AL 36830
(334) 826-7555
Value Ride Used Cars
1336 Opelika Road
Auburn, AL 36830
(334) 501-6969
Hyundai of Auburn Pre-Owned Super
Center
1057 Opelika Road
Auburn AL 36830
(334) 821-7990
Hiett Automotive
960 Opelika Road
Auburn, AL 36830
(334) 209-9500
58
Evaluation
Objective 1: To increase the awareness of IAMBK to its target publics
The effectiveness of this objective can be measured by surveying the volunteers, donors
and participants who respond to this campaign. It is important to create a different survey
for each of these publics in order to receive specific information. Each survey can be
found in the appendix.
Objective 2: To redesign IAMBK’s logo
Our objective was to create a new logo for the organization that publics will instantly
recognize when seen. The success of this objective can be measured by whether the
organization receives positive feedback and recognition of the new logo.
Objective 3:To get a van donated for IAMBK’s transportation needs
IAMBK is in need of organizational transportation. The group suggests that IAMBK
reach out to local car dealerships to ask if a vehicle could be donated. The group included
a letter to be sent to dealerships as well as a list of used car dealerships in the
Auburn/Opelika area. This objective can be measured by the feedback from various
dealerships and the donation of a vehicle or other services.
Objective 4: To establish a social media presence for IAMBK
In order to establish a social media presence for IAMBK, the group created a Facebook
and Twitter page for IAMBK. The success of this objective can be measured by the
59
number of followers, retweets and mentions on Twitter. It can be measured by the weekly
page updates that detail number of likes, page views and traffic.
Objective 5: To make IAMBK an Auburn University IMPACT project
The group would like to gain volunteers for IAMBK by having the organization apply to
become one of IMPACT’s project sites for the next school year. The success of this
objective can be measured by the success of the request to be considered as a project. The
group included contact information for the IMPACT advisor, who is also the Office of
Community Service coordinator.
Objective 6: To improve IAMBK’s current website
The group feels that improving the aesthetics and readability of the website would
enhance viewer’s perception of the organization. In order to do this, the group included a
list of suggestions that we feel would benefit the website and the organization as a whole.
To measure the success of the improved website, the group recommends creating a
Google Analytics account, a program that allows IAMBK to measure the traffic on its
website. Visit www.google.com/analytics for more information about this program. If the
traffic improves and those who visit the site spend more time browsing the pages, the
objective has been successful.
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Appendix
Appendix A
Awareness Survey
The group conducted a survey in the Opelika, Ala., area to determine the level of awareness of
IAMBK within the community.
The group surveyed people of all ages, gender and ethnicity. The group asked people one or two
questions:
Have you ever heard of the organization, I Am My Brother’s Keeper?
If they said yes, then: Do you know anything about the organization?
Of the people surveyed, 10 percent were aware of IAMBK. Out of that 10 percent, none had any
knowledge of the organization and the programs and services it provides. The survey provides of
benchmark and the current awareness of IAMBK within the community.
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Appendix B
Surveys for Donors
Please take a few minutes to complete this brief survey.
1. How did you hear about IAMBK?
2. What would you like to see IAMBK do with your donation?
3. Why did you choose to donate to IAMBK?
4. What interests you about IAMBK?
5. How does our organization compare to others like it?
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Appendix C
Survey for Volunteers
Please take a few moments to complete this brief survey.
1. How did you hear about IAMBK?
2. What do you feel you can contribute to our organization?
3. What interests you about IAMBK?
4. What would make you feel like your volunteer work was a pleasant experience?
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Appendix D
Survey for Participants
Please take a few moments to complete this brief survey.
1. How did you hear about IAMBK?
2. What was the most beneficial aspect of IAMBK to you/your children/your family?
3. Is there an area that our organization needs to improve in?