cran-hill ranch pr plan

8/4/2019 Cran-Hill Ranch PR Plan

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Cran-Hill Ranch

Public Relations Campaign

Account Executive:Sara Miller



2

Table of Contents

Research

Industry 4

Organization 7

SWOT Analysis 10

PR/Communication Department 11

Promotional Mix 12

Competition 13

Community 14

Future 15

Opportunity Statement 16

Research Needed 17

Action Plan

Goals & Objectives 19

Target Publics 20

Influence Groups 21

Communication

Messages 23

Strategies 24

Tactics 25Timetable 28

Budget 29

Evaluation 31

Appendix

Invite to Social Media Postcard

Social Media Guide

How-To Press Release

Summer Camp PosterFamily Campground Poster

Summer Events Poster

T-Shirt Design Contest Materials

T-Shirt Design Contest News Release

Family Campground Survey

Account Executive Resume



3

Research:

Situational Analysis & Issues

Management



4

Industry

Brief HistoryThe tradition of summer holidays away from home for children began in 1861.

Gunnery Camp is considered the first organized camp in America. In 1861, Fredrick W.

Gunn and his wife Abigail, who operated a home school for boys in Connecticut, took

the school on a two-week camping trip. After hiking to their destination, the group

set up camp and spent the rest of their trip boating, hiking, fishing and trapping. Due

to its success, this tradition continued for another twelve years.

In 1874, the Philadelphia chapter of the YWCA (Young Women‟s Christian

Association) founded Sea Rest, a summer boarding and vacation house for youngwomen to escape the drudgery of city life.

In 1876, Dr. Joseph Trimble Rothrock founded the North Mountain School or

Physical Culture, the first private camp, in order to take “weakly” boys out of the city

for four months and into camp life in the woods.

After the late 1800s and early 1900s, the concept of summer camp grew like a

wildfire. What began as a two-week camping trip or the organized desire to escapethe city and experience the outdoors has turned into a sophisticated experience that

over eleven million children in the U.S. take part in annually. Today, camps range

from the traditional “escape from the city” focus to a wide array of specialized

programs.

In 1910, the American Camp Association was formed to help regulate and set

standards among summer camp organizations. In 1963, the Christian Camp and

Conference Association was formed to maximize ministry for the Christian camp and

conference profession.



5

Trends

In general, the summer camp industry has been experiencing decreasing enrollment

in summer programs due to the struggling economy in America, smaller family sizes,a growth in “supplemental educational programs,” and the popularity if electronic

media. Due to decreasing enrollment, many camps have been adding programs in

hopes of attracting more campers. According to the American Camp Association, 75

percent of camps added new programs in 2006. Popular program additions included

horseback riding, ropes courses, wilderness expeditions, traveling, team building and

community service. Other additions that were less mainstream included challenging

and adventurous activities such as climbing walls, zip lines, backpacking, mountain

biking and cave exploring.

Other trends include providing healthier food options to campers. While camp

favorites such as French fries and chicken nuggets are still served, many camps are

now serving them with healthy fruits and veggies as side dishes. Camps are also

“going green.” The green initiative in American coincides with a popular camp

theme, the importance of respecting nature and the environment.

While campers are generally not allowed to use electronic devices or media at camp,

there is an increase in camps with website and camps utilizing electronic media to

reach potential campers.



6

Current State

Summer camp is a 150-year-old tradition in which children and adolescents attend a

supervised program for a period of time during the summer. Summer camp is

traditionally viewed as an outdoor experience where “campers” participate inactivities such as hiking, canoeing, campfires and crafts. “Campers” are supervised by

an adult staff as well as counselors or cabin leaders who are typically in their late

teens or early twenties. Over the years, summer camp has evolved into a wide variety

of specialized program including faith-based, music, performing arts, academic,

special needs and weight loss. Faith-based or Christian summer camp programs have

a strong foundation in America.

Many organizations with summer camp programs also offer a variety of additional

programs during the “off -season.” Christian camps in particular are known for

utilizing their facilities for Christian retreats for religious organization during the fall,

winter and spring seasons.

According to the American Camp Association, more than eleven million children

attend camp each year. There are approximately 12,000 camps nationwide.

Approximately 8,000 camps are run by nonprofit organizations such as youth

agencies and religious organizations while 4,000 camps are privately owned. Of the

estimated 12,000 camps in America, 7,000 are resident or overnight camps and 5,000are day camps.



7

Cran-Hill Ranch

Brief History

Cran-Hill Ranch was founded in 1968 as a ministry of the Michigan Synod of the

Reformed Church in America. It was created to meet a growing need for youth camp

programming as well as and family ministry through a campground experience.

More than 42 years later, the ministry of Cran-Hill Ranch continues that original

vision by operating four distinct non-denominational ministries. Summer and Year-

Round Youth Camps and Events, the Family Campground and Family Camping

Ministry, Retreat Ministries and Christian Adventures are all ways in which the

ministry of Cran-Hill Ranch reaches thousands of people each year with the messageof Jesus Christ.

The members of the Cran–Hill Ranch board of directors are volunteers that oversee

the agency and maintain a commitment to the camp‟s mission. The board of directors

includes; Henry Chen, Craig Jansen, Andy Kole, Todd Krygsheld, Jerry Schafer, Larry

Schutt, John Tien, Bill Vanderbilt, Bill VanZee and Scott Barger.

Full-time/Year-round Staff

Scott Barger, Executive Director

Eric Conklin, Guest Service/Christian Adventures Assistant

Dianne Duran, Book [email protected]

Nicki Erler, Horsemanship Director

Phyllis Grit, Registrar/Administrative Assistant

Dan Grit, Maintenance Director

Rylan Kahly, Guest Services/Christian Adventures Director

Don Nunn, Development Director

Dominic Pace, Marketing DirectorMalcolm Reeve, Program Director

Bekki Sexton, Ministry Advancement Director

Trevor Wickes, Ministry Advancement

The camp recruits up to 50+ staff members for the summer programs.



8

Mission

Cran-Hill Ranch is devoted to being a ministry through which God is transforming

lives into the image of Christ through Youth Camps, Family Camping, Retreats andAdventure Experiences.

Vision

The vision of Cran-Hill Ranch is to faithfully minister with excellence, growing in

scope and impact as the Lord leads. Dynamic programs and activities that are fun,

attractive, natural, and restful will foster eternal transformation in the lives of those

we serve

Core Values

Unapologetically proclaiming the Truth of the Bible as God‟s Word and Jesus

Christ as the one and only Lord and Savior.

Nurturing faith in Jesus Christ through Evangelism and Discipleship Providing

opportunities to sense God‟s Glory, Wonder and Creation

Fostering a Safe Environment (physically, emotionally and spiritually)

Cultivating Relationships and the development of Christian Community

Christian Service and Volunteerism

Hospitality and Servanthood

Ministry to Youth and Families

Locally Community Minded

Biblical Financial Stewardship

Partnerships with R.C.A. congregations and the wider Christian community

Setting apart a natural and restful environment for the re-creation of heart,

mind, body, and soul



9

Offerings

Cran-Hill Ranch is located on nearly 300 acres of Michigan forest and sits between

Cranberry Lake and Hillsview Lake.

Cran-Hill Ranch offers a variety of summer camp programs. The campers are split up

into three age groups: Momentum (ages 13-17), Fuel ( ages 10-13), Ignite (ages 7-10).

Weeks are given themes throughout the summer. The themes or specialized camp

experiences campers may choose from are Max-X, horsemanship, photography, water

sports, and worship arts. Cran-Hill Ranch also offers day camps and special needs

camps. About 1,000 campers attend Cran-Hill‟s summer camp program every

summer.

Cran-Hill Ranch also hosts a family campground, various group retreat facilities and a

Christian adventures program. Cran-Hill Ranch offers six retreat facilities which can

hold anywhere from 25 to 230 people.

Cran-Hill Ranch also hosts the Christian Adventures program. The CA program is an

exclusive trip for groups outside of the Cran-Hill Ranch property to destinations in

Michigan, Colorado or North Carolina.

Cran-Hill Ranch has recently updated their website and has Facebook and Twitteraccounts.



10

Strengths

Weaknesses

Opportunities

Threats

• 12 Retreat Facilities

• Strong volunteer base

• Dedicated staff

• Beautiful property

• Christian Adventures

• Good summer staff training

• Community relationship

• Events

• Concept to implementation

• Website

• Balanced budget

• Barnstore

• Small Staff

• New Volunteers/Organization

• Lack of indoor meeting space

• Donor development

• Vehicles

• Infrastructure

• Signage

• Fees to cover expenses/donor dependency

• Complacency

• Facebook and Twitter memberships are increasing

• New markets in Cadillac and Grand Rapids areas

• Competition has less sophisticated electronic media

• Governmental

• Weak economy

• Cultural trends

• Competition

• Decline of church support

• Changing world views

S.W.O.T. Analysis



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PR & Communication Department

StructureThe "marketing department" functions as part of Cran-Hill Ranch‟s ministry

advancement team. It consists of Dominic Pace (Marketing Director), a sales person,

a development person and a guest services person. The advancement team helps

with promotional events and the marketing directors completes all "marketing" tasks.

Decision Making

Final decisions are the responsibility of the marketing director. However, the

executive director and advancement team are consulted for some projects.

Budget

The marketing budget is around $65,000 a year.



12

Promotional Mix Tactics

The overall slogan of Cran-Hill Ranch is “transforming lives into the

image of Christ.” This year‟s slogan for summer camp is “Mighty to Save.”

AdvertisingCran-Hill Ranch uses several methods of advertising to promote their organization.

They promote their events and programs on radio stations by buying radio spots.

They also advertise their events and summer camp in the Big Rapids Pioneer and in

other Christian camp and recreation publications. Some direct mail promotions are

also utilized.

Public RelationsCran-Hill Ranch has a series of brochures and pamphlets on hand which they use to

promote their programs. They also distribute posters for their summer camp to local

schools. Other public relations tools include email lists and newsletters.

Personal SellingA unique way Cran-Hill Ranch creates awareness for themselves is by attending

“promo shows” across the state. The shows often focus on recreational activities that

share a similar target audience with Cran-Hill Ranch. At these shows, they set up a

kid-friendly area for kids to play in when they get bored.

Sales Promotions

Cran-Hill Ranch‟s primary sales promotion is their “3 for Free” deal. A camper has

three friends put his/her name on their registration form and they are reimbursed for

100% of their camp experience.



13

Competition

As an overall industry, summer camps are very competitive. They differentiate

themselves by providing unique programs and finding a niche. Therefore, the closest

competition is a summer camp which offers similar programs and is within the same

geographic region. For this campaign, primary competition will be Christian camps

with similar programs in the central portion of Western Michigan.

Primary Competition

Cran-Hill Ranch‟s primary competition is Geneva Camp & Retreat Centers of Holland,

Michigan and Grace Adventures of Silver Lake, Michigan. Both of these camps offer

Christian summer camp programs for children seven to eighteen and feature retreatfacilities. Neither offers a camp program for horsemanship, water sports, or

photography. These programs are unique to Cran-Hill Ranch. Of these three camps,

Cran-Hill Ranch is the only one with a full-fledged campground. Grace Adventures in

Silver Lake offers a family camp program during the first week of July, All three

camps are similarly priced thought Geneva is the least expensive. Cran-Hill Ranch and

Grace Adventures offer more specialized programs and these accounts for the higher

fees. Cran-Hill Ranch has set themselves apart from their primary competition by

creating unique camp programs and a family campground.

Secondary Competition

For the purposes of this campaign, all camps in the West Michigan area will be

considered primary competition. This definition will include other Christian camps,

general summer camps, athletic and academic camps or other overnight activities

which children might opt to do instead of attending camp at Cran-Hill Ranch.



14

Community

Characteristics

Rodney is located just 10 miles east of Big Rapids, MI. As of the 2000 census, the

population of the City of Big Rapids was 10,849. The census also revealed that there

are 1,473 families residing in the city. Big Rapids is the “county seat” of Mecosta

County. The city is halfway between Grand Rapids, MI and Cadillac, MI. It is also the

home of Ferris State University. The census states that there are 40,553 people,

14,915 households, and 9,888 families in Mecosta County. The median age, as of the

year 2000, in Mecosta is 31.9 years old. The median household income as of 1999

was $33,849. According to a 2005 estimate there were 8,985 people living in Mecosta

County between the ages of five and 19.

For more information, please visit:

http://www.mecostacounty.com/images/stories/MecostaCountyProfile.pdf

Communication Vehicles

Newspapers:

The Pioneer (Big Rapids)

The Torch (Ferris State University)

Radio Stations:

WBRN 100.9 (Country)

WBRN 1460 AM (News/Talk)

WYBR 102.3 (Top 40)

WDEE 97.3 (Classics, Oldies)

TV News Stations:

7&4 (Northern MI)

9&10 (Northern MI)

WZZM13 (Grand Rapids)

WoodTV8 (Grand Rapids)



15

Future

IndustryContinued focus on providing healthier foods and going green. Camps will also

continue to add programs/activities and new facilities to attract new campers. Camps

are going to be using electronic media to reach potential campers.

Organization

Cran-Hill Ranch hopes to develop and improve some of the facilities including the

beaches. In the future, the ranch would like to better utilize their social media sites

including Facebook, Twitter and YouTube. The camping industry is transitioning

away from the church denominational roots where churches founded camps and used

them exclusively. Through the diverseness of our marketing and promotions we are

expanding outside our traditional roots.

External

Society is going to continue to push healthier foods and going green.



16

Opportunity Statement

Cran-Hill Ranch has the opportunity to reach new geographic markets.



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Research Needed

Several questions will need to be answered in order to effectively and efficiently planand implement a public relations campaign. I suggest the following topics be

researched prior to the implementation of suggested tactics.

Number of past campers per year from Grand Rapids, MI

Number of past campers per year from Cadillac, MI

List of organization who have used Cran-Hill Ranch‟s retreat facilities from the

Cadillac and Grand Rapids areas

Demographics of citizens of Grand Rapids, MI

Psychographics of citizens of Grand Rapids, MI

Demographics of citizens of Cadillac, MI

Psychographics of citizens of Cadillac, MI

Other camps and campgrounds families from Cadillac and Grand Rapids visit in West

Michigan

What are their strengths and weaknesses

How can Cran-Hill Ranch position themselves against them



18

Action Plan:

Goals, Objectives & Publics



19

Goals & Objectives

GoalsTo increase usage of Cran-Hill Ranch‟s facilities and programs by members of the

Grand Rapids and Cadillac communities

Objectives

Summer Camp:

To increase summer campers from the Grand Rapids, MI area by 18 campers by

August 2012

To increase summer campers from the Cadillac, MI area by 9 campers by

August 2012

Family Campground:

To increase the number of families who come to the campground from Grand

Rapids, MI area by 32 by August 2012

To increase the number of families who come to the campground from

Cadillac, MI by 16 by August 2012

Retreat Facilities

To book at least one retreat with an organization from Cadillac, MI by January

2013

To book at least one retreat with an organization from Grand Rapids, MI byJanuary 2013



20

Target Publics

Christian Middle-Class Families, primary public Families with two or more children between the ages of 7 and 17 who live in or near

Cadillac or Grand Rapids with an annual income of more than $50,000. These families

have some disposable income, are family-oriented and have family values. They or

their children also enjoy the outdoors and nature.

Leaders of Faith-Based Organizations, secondary public

Targeting the leaders of faith-based organizations will be essential to this plan for

two reasons. First, they are opinion leaders among the Christian middle-class andcould sway those they know to attend a summer camp or the family campground.

Second, they are the primary target for the retreat facilities. Leaders of faith-based

organizations are most likely to book a retreat at Cran-Hill Ranch.

Perceptions of the IssueThere has been no prior research done in regards to summer camps in West Michigan

marketing to new geographic markets. In order to understand the perceptions of thetarget publics on this issue further research would need to be conducted.



21

Influence Groups

Related Groups

Churches are a very important related group. Most middle-class families attend some

form of church or religious service.

Faith-based organizations are another significant related group. They are also a place

where Christian families gather in larger numbers.

Christian schools are also a related group because Christian students first grade to

senior year of high school are eligible to attend Cran-Hill Ranch‟s summer camps.

Public Schools are a related group as well since Christian students also attend public

schools and are eligible to attend summer camp.

Opinion Leaders

The following are opinion leaders in the Cadillac and Grand Rapids areas because

they have influence over this campaign‟s target publics and many hold power or have

authority in the above related groups.

Pastors, Priests, Reverends, or other religious leaders

Faith Formation or Bible Study Leaders

School Principals



22

Communications:

Messages, Strategies &

Tactics



23

Messages

Overall ThemeCran-Hill Ranch‟s summer camp, family campground and group retreat programs are

the perfect setting to escape one‟s hectic day-to-day life and connect with God. And

it‟s only an hour away from Grand Rapids and Cadillac.

Overall SloganYour transformation is only an hour away. Begin your personal journey at Cran-Hill

Ranch‟s summer camp, family campground or retreat programs.

Key Messages

Summer Camp

A life changing summer is only an hour away. Campers at Cran-Hill Ranch will grow

closer to God during their ultimate summer camp experience.

IGNITE. FUEL. MOMENUM. The ultimate summer camp experience in only an hour

away at Cran-Hill Ranch.

Family Campground

Make memories that will last a lifetime. Cran-Hill Ranch‟s 300 acre retreat is the

perfect family getaway and it‟s only an hour away.

Retreat Facilities

The perfect setting for any group to connect and grow is only an hour away. Design

your own or join a programmed retreat at Cran-Hill Ranch.



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Strategies

Relationship

Business to Consumer

Business to consumer strategies and tactics will enable Cran-Hill Ranch to reach out

and send information to its targeted public. It will be a stepping stone to other

communication strategies and tactics which will foster interactions between Cran-Hill

Ranch and its publics.

Business to Business

A business to business strategy will help cultivate business connections in the Grand

Rapids and Cadillac areas. Building relationships with businesses in these areas will

lead to an increased usage of Cran-Hill Ranch‟s facilities, especially the summer camp

and retreat programs.

Communication

Print/Traditional Media

Print media is an efficient method reaching geographic regions for a campaign. It is

also a great way to reach a large number of people or a target audience through one

tactic. Print and traditional media are also cost-effective.

Electronic Media

Electronic media will be utilized for this campaign. Electronic media has many

benefits. It allows a business to interact with its customers on a more personal and

timely manner. It also enables a company to receive timely feedback from consumers.

Many people use electronic media in their day-to-day lives, including this campaign‟s

target audience.

EventEvents are a great way to garner attention and awareness from a target audience. In

this campaign, an event will be used to create awareness of Cran-Hill Ranch in

Cadillac and increase enrollment in their summer camp program.



25

Tactics

Invite to Social Media Postcard

A postcard will be sent to all Cran-Hill Ranch „alumni‟ from the Cadillac and Grand

Rapids areas inviting them to join Cran-Hill Ranch on Facebook and Twitter. The

purpose of this tactic is to drive people to the social media sites and increase the

number of people from Grand Rapids and Cadillac area who interact with Cran-Hill

Ranch online. When they „like‟ the Facebook page or mention @CranHillRanch in

tweets their friends and followers will see it. These people are likely to also be from

Grand Rapids or Cadillac. Hopefully, seeing their friends interacting with Cran-Hill

Ranch will drive them to learn more about the organization and to visit.

Postcards will also be sent to new guests at the end of the summer season

Invite to Social Media Email

A follow-up email about joining Facebook and Twitter will be sent to „alumni‟ inviting

them to Cran-Hill Ranch for the same purposes as above.

Emails will also be sent to new guests at the end of the summer season

Social Media Guide

While Cran-Hill Ranch has a Facebook and Twitter account, they are not utilizing

them. This tactic is a how-to guide to social media that also contains suggestions oncontent to share. The guide will also cover how to connect our target audience via

social media.

How-To Press Release

A press release is a great way to generate awareness of events, programs and

organizations at no cost. They also lend third-party credibility. This is a press release

about how to write a press release. With it will be a list of ideas for events and

programs Cran-Hill Ranch already implements that they could write press releases

for. These press releases could be sent to the Cadillac and Grand Rapids area

newspapers to increase awareness of Cran-Hill Ranch.



26

Tactics

Summer Camp Poster

A poster will be created to distribute to the Christian schools in Grand Rapids and to

all of the schools in Cadillac. This poster will feature the key messages mentioned

earlier in this campaign as well as create awareness of Cran-Hill Ranch in these new

geographic regions.

Family Campground Poster

A poster will be distributed to churches and libraries in the Grand Rapids and Cadillac

areas promoting the family campground in order to generate awareness of Cran-Hill

Ranch and increase the usage of its facilities by members of the Cadillac and Grand

Rapids communities.

Informational Packets

Informational packets will be sent to churches and faith-based organizations in the

Cadillac and Grand Rapids areas. These packets will contain brochures and

information sheets Cran-Hill Ranch has already created. They will be sent with a letter

written by either the Marketing Director or the Executive Director extolling the

benefits of the organization and its facilities as well as encouraging them to come

and visit. This will help generate awareness and create opinion leaders.

Summer Event Poster

A poster will be used to generate publicity for the events held at Cran-Hill Ranch

during the summer. This poster will be used in several ways. It will be put in the

Cadillac News and the Grand Rapids Press as an insert. This was people will have a

physical copy they can have in their home. It will also be sent to all of the libraries to

create awareness.

T-Shirt Design Contest

A T-shirt design contest will be implemented in the Cadillac area. Students will have

the chance to win a free week of camp if they win the contest. This will create an

awareness of Cran-Hill Ranch in the area and increase summer camp registration

from this area.

A press release will also be sent to the Cadillac News announcing the contest and

another will be sent announcing the winner.



27

Tactics

Radio Interviews

Radio interviews will be set up during prime summer camp registration and before

major events to promote the ranch. A member of staff, preferably the Marketing

Director or the Executive Director, will ask to interview with religious and popular

radio stations in the Cadillac and Grand Rapids areas. This should increase the

awareness and attendance of people from these areas.



Timetable

Sept.

2011

Oct.

2011

Nov.

2011

Dec.

2011

Jan.

2012

Feb.

2012

March

2012

April

2012

May

2012

June

2012

July

2012

Augus

2012

Social Media PostcardX X

Social Media EmailX X

Social MediaX…………………………………………………………………………………………………………………………………………………………………X

Press ReleasesX…………………………………………………………………..…………………………………X

Radio InterviewsX……………………………………………………….……………………………………………X

Summer Camp PosterX…………………………….X

Family Campground PosterX………………………………………………………

Informational Packets X

Summer Events PosterX……………………...X

T-Shirt Design ContestX…………………………..X



Budget

100 Postcards

Printing $25.00

Postage $29.00

200 Posters $120.00 ($0.59/poster)

100 Summer Camp

50 Family Camp

50 Summer Event

Misc. Mailing $100.00Misc. Printing $30.00

Total $304.00



30

Evaluation:

Monitoring & Post Program

Actions



31

Evaluation

Monitoring TechniquesTo monitor this campaign as it progresses many factors will need to be watched. The

insight feature on the Facebook page will monitor how increases in fans from the

Cadillac and Grand Rapids areas. The number of people registering for the T-Shirt

contest and for summer camp will help monitor the success of the contest and the

posters. I would also suggest adding a “how did you hear about Cran-Hill Ranch”

question to the registration process. This will allow for more accurate results. The

success of press releases will be determined by how often they are picked up by

papers and radio interview success will be determined by how many times Cran-HillRanch is given air time. The success of the information packet will be determined by

how many of the organizations book retreats or camping trips.

Post Program Evaluation

The above monitoring techniques should be recorded so that when deadlines arrive

Cran-Hill Ranch will be able to compare the data to the objectives listed earlier in the

this plan. If the objectives are met then the program was a success!

Follow Up Action

Follow up actions will depend on the success of the campaign. A follow up letter a

year after the informational packets are sent out would probably be beneficial.



Social Media Guide

Facebook

Facebook is a popular free social networking website that allows registered users to

create profiles, upload photos and video, send messages and keep in touch with

friends, family and colleagues. Facebook pages are public profiles specifically created

for businesses, brands, celebrities, causes, and other organizations. Unlike personal

profiles, pages gain “fans” who “like their page. Pages work similarly to profiles,

updating users with things such as statuses, links, events, photos and videos. This

information appears on the page itself, as well as in its fans' personal news feeds.

Ads:

Facebook ads are a great way to reach a targeted group of people, especially

geographically. They are well-priced and businesses can choose specifics such

as gender, age or city all the way to listed interests. It is my suggestions that

Cran-Hill Ranch try a Facebook ad in the Grand Rapids or Cadillac area.

Places:

Facebook places allow users to „check-in‟ to locations they are visiting. When a

user „checks-in‟ it shows up in their activities and in their friends‟ newsfeeds

promoting your business. Someone has already entered in Cran-Hill Ranch‟s

address and several people have „checked-in.‟ I suggest that Cran-Hill Ranch

claim the Facebook Place so they can edit and merge it with their Facebook

Page. For a how-to guide, visit https://www.facebook.com/help/?faq=18365.

Twitter

Twitter is a free social networking microblogging service that allows registered users

to share their thoughts or links to their „followers‟ in 140 characters or less via „tweet.‟

Unlike Facebook, Twitter‟s default settings are public. Users may join virtualconversations by using hashtags (#) such as #keywords or #popularphrases. Users

can interact with each other by using @ replies, direct messaging or „retweeting‟

something another user posted.



Hootsuite

Hootsuite is a web based application containing an entire set of tools to manage,

track, analyze and schedule social network media campaigns. In simple terms,

Hootsuite makes managing a business‟ social media easy. Users can schedule „tweets‟

and Facebook posts in advance, monitor responses or posting activity, and view

analytics to measure reach. HootSuite also has a url shortner to condense lengthy

links. The advantage Hootsuite has over its competitor TWeetDeck is its mobile or

web-based features. TweetDeck must be downloaded to a computer or electronic

device while users log-in to HootSuite much like any other social networking site.

Content Sharing Ideas for Facebook & Twitter

It is suggested that users post an average of 3 to 5 times a week to keep „fans‟ and„followers‟ active and engaged.

Share YouTube Videos

Share Photos

Share short camper bios

Create Events Three Weeks Before

Favorite memory at Cran-Hill Ranch

Use Facebook Questions or TwtPoll to create short online surveys

What is your favorite Thing to do at Cran-Hill Ranch?

Which city loves Cran-Hill Ranch the most?

Which Cran-Hill Ranch services have you used? Summer Camp? Family

Campground? Retreat Centers?

What summer event is your favorite? Which have you attended?

What new activity would you like to see us add? (create a list of possibilities)

Post an update or countdown for the camp (For example, Three weeks until summer

camp kicks off! Who‟s excited?)

Ask „fans‟ how their day is

Announce when to start applying for camp counselor positions, include shortdescription

Remind them of other social media you are one

Camp registration deadline

Post about the weather. People in Michigan love to talk about the weather

Ask „fans‟ a random question



35

How-to News Release

Contact: Dominic Pace

Marketing Director

Cran-Hill Ranch

(231) 796-7669

[email protected]

www.cranhillranch.com

FOR IMMEDIATE RELEASE

Month Date, Year

HEADLINE ANNOUNCES NEWS IN TITLE CASE, IDEALLY UNDER 80 CHARACTERS

The summary paragraph is a little longer synopsis of the news, elaborating on the news in the headline in

one to four sentences. The summary uses sentence case, with standard capitalization and punctuation.

City, County (Month Date, Year) -- The lead sentence contains the most important information in 25

words or less. Grab your reader’s attention here by simply stating the news you have to announce. Do

not assume that your reader has read your headline or summary paragraph; the lead should stand on its

own. Be sure to include your important keywords in the headline, summary and lead paragraph.

A news release, like a news story, keeps sentences and paragraphs short, about three or four lines per

paragraph. The first couple of paragraphs should answer the who, what, when, where, why and how

questions. The news media may take information from a news release to craft a news or feature article

or may use information in the release word-for-word. News Releases should be written in accordance

with the Associated Press (AP) Style Guide.

The standard press release is 300 to 800 words and written in a word processing program that checks

spelling and grammar before submission.

The ideal headline is 80 characters long. It is recommended that you write your headline and summary

last, to be sure you include the most important news elements in the body of the release. Use title case

in the headline only, capitalizing every word except for prepositions and articles of three characters or

less.

The rest of the news release expounds on the information provided in the lead paragraph. It includes

quotes from key staff, customers or subject matter experts. It contains more details about the news you

have to tell, which can be about something unique or controversial or about a prominent person, place

or thing.

-more-



SHORT SUMMARY OF HEADLINE – ADD PAGE #

Typical topics for a news release include announcements of new products or of a strategic partnership,

the receipt of an award, the publishing of a book, the release of new software or the launch of a new

Web site. The tone is neutral and objective, not full of hype or text that is typically found in an

advertisement. Avoid directly addressing the consumer or your target audience. The use of “I,” “we” and“you” outside of a direct quotation is a flag that your copy is an advertisement rather than a news

release.

“The final paragraph of a traditional news release contains the least newsworthy material,” said Mario

Bonilla, member services director for XYZ Company. “But for an online release, it’s typical to restate and

summarize the key points with a paragraph like the next one.”

For additional information on the news that is the subject of this release (or for a sample, copy or

demo), contact Dominic Pace or visit www.cranhillranch.com.

About Cran-Hill Ranch:

Include a short corporate backgrounder, or “boilerplate,” about the company.

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News Release

Contact: Dominic Pace

Marketing Director

Cran-Hill Ranch

(231) 796-7669

[email protected]

www.cranhillranch.com

FOR IMMEDIATE RELEASE

March 1, 2012

WIN A FREE TRIP TO SUMMER CAMP

Cran-Hill Ranch, of Rodney, MI, will be giving the winner of their T-Shirt Design Contest a free trip to

camp during their summer 2012 programs.

Rodney, Mich (March 1, 2012) – Cran-Hill Ranch is giving away a free week of summer camp to the

winner of its first T-Shirt Design Contest.

Children ages seven to 17 from the Cadillac area are eligible to enter. T-shirt Designs must reflect how

Cran-Hill Ranch can provide kids with the ultimate summer camp experience in a space no larger than

8.5 inches by 11 inches. Designs may be landscape or portrait but no more than two colors.

Submissions must be received by Arpril 2, 2012 and a winner will be announced on April 16, 2012.

Designs may be submitted by email or mail.

For more information, please visit www.cranhillranch.com

About Cran-Hill Ranch:

Cran-Hill Ranch was founded in 1968 to meet a growing need for youth camp programming as well as

and family ministry through a campground experience. Cran-Hill Ranch is located in Rodney, Mich. on

nearly 300 acres of Michigan forest and sits between Cranberry Lake and Hillsview Lake. They offer

summer camp programs, a family campground and retreat centers. For more information please visit,www.cranhillranch.com or call 231-796-7669.

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Cran-Hill Ranch Survey

Date of Visit: __________ # of Adults: _________ # of Children: ______

How many times have you visited Cran-Hill Ranch? _______________

For which services? Summer Camp Campground Retreat

How did you first hear about Cran-Hill Ranch? _____________________

Where are you from? ________________________________________________

Don‟t forget to connect with us on



Sara J. Miller EducationFerris State University, Big Rapids, MIBachelor of Science in Business, Public Relations May 2011 Honors Program GPA 3.72

Nouvel Catholic Central High School, Saginaw, MIBishop’s Honor Roll (4.0 GPA or above)

Skills & Qualifications Proficient in Microsoft Office 2010, Mail Merge, and Wordpress.com

Experienced in employing social media, including Facebook and Twitter

Exceptional written, verbal and interpersonal communication skills

Skilled in customer service and working under pressure

ExperienceFerris State University Marketing Communications, Editorial Assistant | Aug. 2010 – May 2011

Developed copy and proofread university recruitment publications

Participated in the promotion process of the Festival of the Arts in Big Rapids, MI Provided and evaluated comprehensive research on social media policies and marketing plans

Ferris State University Business Office, Office Assistant | Aug. 2009 – May 2011

Proficiently delivered customer service as a member of the front desk staff

Responsible for answering phones, filing, financial transactions and student confidentiality

Ferris State University Honors Program, Dawg Days Representative | Aug. 2009 – May 2011

Two years of experience as recruiter for Honors Program on over twelve occasions

Spoke to high school students as well as their parents about the benefits of the Honors Program at Ferris

Traverse City Film Festival, Public Relations and Media Intern | May 2010 – Aug. 2010

Created and managed four media contact lists totaling over 2,000 persons Wrote press releases and created a comprehensive press kit

Approved legitimate media personnel for credentials, facilitated interviews and assisted press personnel

Ferris State University Residence Life/Housing, Resident Assistant | Aug. 2008 – May 2009

Planned and implemented over thirty programs and activities to educate and entertain residents

Responsible for building community and creating a safe, welcoming environment for over seventy residents

Ferris State University Honors Program, Orientation Leader/Panel Member | Summer 2008, 2009

Effective in giving campus tours and providing information to future members

Competent as participant in a question and answer panel with an audience of over 100 people

Activities & LeadershipUp ‘til Dawn for St. Jude, Executive Director | May 2010 – May 2011

Managed the executive board of Up ‘til Dawn at Ferris and communicated with St. Jude representative

Successful experience raising more than $44,000 for St. Jude Children’s Research Hospital in three years

Hands –on experience promoting, planning and implementing over ten fundraising and promotional events

U ‘til D f St J d P bli R l ti Ch i | M 2008 M 2010

Permanent: 9698 E. Spring Hollow Dr., Traverse City, MI 49684

Contact: 989.798.8743 | [email protected]

Website: http://sarajeanmiller.weebly.com

cran-hill ranch pr plan

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