miracles for kids final project

#OneThread

A Public Relations Campaign by

Ashley Alvarez, Natasha Super,Kelly McCarthy, Lilly Rolnick

2

Table of Contents

Executive Summary .......................................p.4Core Problem/ Opportunity ....................p.5Goals ..........................................................................p.6Strategies ...............................................................p.8Big Idea ...................................................................p.12Calendar ................................................................p.16Objectives and Evaluation .......................p.20Budget ...................................................................p.26Communication Table ................................p.29

News Release ................................................................p.33Spokesperson Bio ......................................................p.34Website ..............................................................................p.36Event Alert .......................................................................p.39Media Pitch ......................................................................p.40Media Kit ............................................................................p.41PSA ........................................................................................p.42Posters ................................................................................p.43

Part 1 Part 2

Part 3

Trend Research .............................................................p.47Competitive Literature .....................................p.51-57Key Publics ...............................................................p.58-60Field Trip ..............................................................................p.61Survey Results .......................................................p.62-63Interviews ...................................................................p.64-65Bibliography .....................................................................p.66

Executive Summary

CAMPAIGN THEME:Making miracles, one thread at a time.

PRIMARY GOAL:To increase awareness and presence ofMiracles for Kids and the Cozies program.

KEY PUBLICS:

1. College students in Orange County2. Parents of sick children in Orange County3. Retired citizens (to volunteer at the Coziesworkshop)

STRATEGIES:

TACTICS::

1. Raise donations2. Create general awareness for Miracles forKids Cozies, especially because of its mergerwith Joyful Foundation3. Physical Involvement via a Benefit Concert.

1. To establish and properly promote this program, wehave created a number of tactics, which encompasssocial media relations, traditional media relations, andcreative event planning.2. Big Idea: Benefit Concert EventWhile we have suggestions on updating theorganization’s website, social media platforms, etc., themain focus of this campaign revolves around an eventwe have created, “Musicians Threading Miracles: ABenefit Concert”, all of which will be discussed lateron. Our budget for this entire campaign will be$10,600.

Finding out that your loved one has a terminal illness is never easy. Finding out that your child has that illness is even moreheartbreaking. Miracles for Kids is a non-profit organization that was founded in order to help make that heartbreak a little bitmore manageable. Their programs provide financial aid, basic needs, and wellness to patients and their families. Through itsprograms, the organization helps to create stability when families are crumbling from the financial and emotional devastationthat comes along with having to fight for their child’s life. Recently, Miracles for Kids added on a new program, Miracles for Kids Cozies, which provides hand-sewn blankets tochildren facing a terminal illness. These blankets bring comfort to these children that are already facing so much. With thelaunch of this new program, Miracles for Kids needs a Public Relations campaign that will help promote and publicize thisprogram to the public.

4

Core Problem/Opportunity

If Miracles for Kids does not increase its awareness andfunding, then it will not be able to expand their servicesand give more cozies to terminally ill children and their

families.

5

Goals

Goal #1To increase financial stability of Miracles for Kids Cozies to helpmaintain the organization and its benefits after the merge ofMiracles for Kids and The Joyful Foundation

Goal #2 To increase Miracles for Kids Cozies volunteer involvement

Goal #3 To increase awareness of the Miracles for Kids Cozies program andOutdoor concert event

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Strategies

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1. Create a partnership and fundraiser with local restaurants (pizza press, 800 degrees, blaze) to

raise monetary funds.

2. Reach out to Michael’s or JoAnn’s and have them donating supplies needed to make the

blankets: sewing fabrics (when applicable), but mostly machines and other sewing materials.

3. Create a blanket bundle product to buy as a donation.

4. Hold a concert and invite prospective and existing donors, asking for a cover charge to attend the

event, while also encouraging them to donate through separate financial means.

5. At the concert, hold a silent auction with desirable and luxurious items for donors to bid on.

Strategy 1: Raise Donations

Tactics

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Strategy 2: Create Awareness of Cozies

Tactics

1. Change Joyful Foundation website to link to Miracles for Kids’ website. That way, there is no

confusion about the merger of the two organization’s merger.

2. Create a more visible link to the Cozies page on the Miracles for Kids homepage, in hopes to

generate more awareness of the program.

3. Send out an email blast to current Miracles for Kids database. This blast would highlight different

topics such as the following: patients who have received a blanket from the organization, the Little

Giraffe sponsorship, facts about how receiving a blanket can improve the attitude of ill children, etc.

4. Create a social media campaign centered around the cozies. As of right now, the only social

media they have is for the organization itself, nothing specifically to do with the Cozies program.

This social media campaign would use #onethread and create a dialogue between the

organization and the consumers.

5. Reach out to local doctors (private practices or hospitals) to help spread the word of the Cozies

to their patients. 10

Strategy 3: Physical Involvement

Tactics

1. Create college representatives at each University to organize volunteer opportunities.

2. Have a Cozie representative go into Greek meetings and explain the organization, how the hours

to volunteer are open, and that they can get easy hours.

3. Host a competition on social media, volunteers must post a photo of them volunteering with the

hashtag #onethreadcompetition and the most creative photo will win a prize.

4. Create a short video that promotes volunteer work and shows a little about Cozies

5. Host a sew-a-thon, with prizes and speakers

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Big Idea: Benefit Concert

1. Send invites to specific children’s philanthropic donors, families in the Orange area, and

Hospital members (Doctors, employees, Board Members, etc.)

2. Email media alerts and digital media kits to key media outlets in the Orange and LA area.

3. Secure at least 3-4 bands/performers to perform at the concert (Examples: The Bad

Suns, Carrie Underwood, Fits and the Tantrums, No Doubt, Sheryl Crow, Counting Crows, etc.)

4. Secure a celebrity or well-known individual to MC the event.

5. Secure a well-known company to sponsor the event such as Samsung who can also broadcast

their products.

6. Secure a Car company to have a car auctioned off at the event ( Preferably Tesla).

7. Pitch to local media to get local placement in print, radio, online.

Host a concert in an outdoor amphitheater in the Orange County area.

Pre-Event Tactics:

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1. At the entrance provide blankets for the guests to sit on during the concert

2. Communicate to each guest who walks in that the proceeds for every blanket purchased willbe donated to Miracles for Kids Cozies program to create a blanket for a child who is currentlybeing hospitalized.

3. Refreshments and food trucks will be present for guests to enjoy

4. A car will be on display that will be auctioned off before the third act.

5. Have all three performers perform with the well-known MC coming in between the sets talkinga little bit about the organization and how the audience can get involved even after the event.

6. Close with a child/family who is willing to come and talk about how they have been affectedby the company and their appreciation for the program.

During Event Tactics

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1. Send thank you emails to all of the attendees wrapping-up the event with information such as

how much money was raised, how many blankets can be made, and sponsorship/volunteer

information.

2. Send handwritten thank you cards to the well known philanthropic donors that attended

3. Keep Social Media outlets up-to-date with pictures of blankets being made or donated from

the proceeds generated from the concert

4. Compile a coverage report for the Miracle for Kids org.

Post-Event Tactics

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Calendar

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January 2016:1/2/16 Analyze the cost production of the blankets, continue to analyze monthly until August--begin decreasing cost of blankets by 1%1/3/16 Create social accounts (Facebook, Twitter, and Instagram) specifically for Cozie’s1/4/16 Change the website to have not just an obvious “Donate Now” link, but also anobvious“Get Involved” link that sends visitors to a schedule of volunteer events1/8/16 Measure blanket waste, start decreasing blanket wasteFebruary 2016:2/4/16 Create database of current volunteers in Greek community at UCLA, USC, andChapman before Cozie representative speaks and visits universities2/5/16-2/7/16 Have a Cozie representative go into Greek sororities and fraternities on campusat UCLA, USC, and Chapman to present the volunteer opportunities available2/10/16 Evaluate number of volunteers in those demographics in future months followingFebruary 2016 until June 2016March 2016:3/2/16 Create a weekly wrap-up e-mail to send out that contains volunteer opportunities (alsocan contain how many blankets were given out and maybe a spotlight on a child/familyhelped)3/8/16 Ask 15 volunteers to share donation form with family, friends, and local Orange County3/9/16 Measure blanket waste3/15/16 Begin the 1 of 6 local (Orange County) businesses participate in fundraisers by October2016

Calendar (2016-2017)

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December 2016:12/10/16 Pitch long leads for benefit concert and other aspects of organization12/29/16 Reach out to specific prominent donors and celebrities who donate to Children’sHospitals to enlist their help of promoting the mission of the program and event January 2017:1/5/17 Enlist the help of 10 businesses in the Orange County and LA area to help promote theprogram through advertising the program/event in their stores1/10/17 Enlist the help of prominent community members in Orange County to promote theprogram and the concert event1/11/17 Launch #OneThread social campaign-- get a conversation going about making adifference one thread at a timeFebruary 2017:2/18/17 Run radio spot on the benefit concertMarch 2017:3/20/17 Pitch short leads for concertApril 2017:4/22/17 Host benefit concert4/20/17-4/27/17 Track coverage from concertMay 2017:5/10/17 Analyze donation increase, volunteer increase, and awareness over the past fourquarters

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Objectives and Evaluation

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Objective 1. Reduce blanket waste by 20% by March 2016 to save money on fabric.Measure blanket waste in January 2016Continue implementing new tactics and strategies to reduce waste through March 2016Measure blanket waste in March 2016

If blanket waste has been reduced by 20% by March 2016, this will be considered successful.

Objective 2. Ask 15 volunteers to share donation form with family, friends, and local Orange Countybusinesses by May 2016.

Track how many volunteers are sharing donation forms from March 2016 until May 2016.Track progress of 15 selected volunteers to ensure that businesses, friends, and family are receiving this form by May2016.Track how many volunteers have shared donation forms from May 2016 until July 2016.

If 15 volunteers share donation form with family, friends, and local Orange County business by May 2016, this objective will bepartially successful.The second benchmark of this objective would be ensuring that at least one party or person that the respective 15 volunteersreached out to donated in some way.

Track action of donations of select family, friends, and local Orange County businesses through surveys from March2016 until May 2016.Track action of donations of select family, friends, and local Orange County businesses through surveys from May 2016until July 2016.

If the number of donations have been increased, then the call to action through physical donation forms would be consideredsuccessful.

Objective 3. Have 6 local (Orange County) businesses participate in fundraisers by October 2016.Evaluate participation of 6 local (Orange County) businesses in fundraisers from March 2016 until October 2016.Evaluate attendance of these fundraisers from March 2016 until October 2016.

If 6 local businesses participate in fundraisers for Miracles for Kids Cozies by October 2016, this objective will be consideredpartially successful. The other half of this objective asks that the fundraisers are actually successful in increasing monetarydonations, therefore:

Track the monetary donations through fundraisers from January 2016 until March 2016 (these numbers should be slim,if not, non-existent).Track the monetary donations through fundraisers from March 2016 until October 2016.

If the number of monetary donations through fundraisers has increased, then this objective will be consideredsuccessful.

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Objective 4. Decrease cost of production of blankets by 5% by June 2016.Evaluate the cost of production in January 2016.Evaluate the cost of production from February 2016 to June 2016, in monthly increments.Evaluate the cost of production in July 2016 and August 2016.

If the cost of production of blankets has been reduced by 5% by June 2016 and maintained in the subsequent months, thenthis objective will be considered successful.

Objective 5. Hold music concert event to increase donations by 20% by April 2017.

Evaluate amount of donations received before April 2016 as a benchmark to consider the donations given before themusic concert.Evaluate sales of tickets to the music concert from January 2017 until April 2017.

If the music concert event increased donations by 20% by April 2017, this objective will be considered successful.

Objective 6. Create a weekly wrap-up e-mail to send out that contains volunteer opportunities (Also can contain how manyblankets were given out and maybe a spotlight on a child/family helped)

Compile a list of emails, in the form of an email server, to receive this weekly wrap-up email by April 2016.Continue to update the list as new volunteers and interested donors or other persons become interested in theorganization as needed.

If we create a weekly wrap-up email, then this objective will be partially successful. Part of this objective also suggestsparticipation from those receiving the emails. Therefore:

It is important to measure the number of volunteers prior to the creation of the wrap-up email.Once the wrap-up email is created, make sure to measure the number of volunteers that were referred through thisemail. This would be done through volunteer surveys asking how they heard about the organization.

If some volunteer participation increased because of these emails, this objective would be considered successful.

Objective 7. Create a Facebook, Twitter, and Instagram that posts a photo a week that engage followers enoughto respond to the ‘call-to-action’ captions by March 2016.

Track amount of Facebook, Twitter, Instagram per week during January 2016.Implement posts of photos one a week on Facebook, Twitter, and Instagram by March 2016.Track amount of followers who engage with photos on Facebook, Twitter, and Instagram during January 2016.Track amount of followers who engage with photos on Facebook, Twitter, and Instagram from February 2016 untilMarch 2016.

If the number of followers who engaged with photos posted once a week on Facebook, Twitter, and Instagram increasedfrom January to March 2016, then this objective will considered successful. Continue to evaluate with this formula.

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Objective 8.Have a Cozie representative go into Greek sororities and fraternities on campus at UCLA, USC, and Chapmanto present the volunteer opportunities available by February 2016.

Create database of current volunteers in Greek community at UCLA, USC, and Chapman before Cozie representativespeaks and visits universities.Have Cozie representative visit Greek community at UCLA, USC, and Chapman from January 2016 until February 2016.Evaluate number of volunteers in those demographics in future months following February 2016 until June 2016.

If the the Cozie representative came to Greek communities at UCLA, USC, and Chapman and following that meeting more volunteers became involved, then this objective would be considered successful.

Objective 9. Change the website to have not just an obvious “Donate Now” link, but also an obvious “Get Involved” linkthat sends visitors to a schedule of volunteer events.

Track amount of visits to Donate Now linkTrack amount of visits to Get Involved linkTrack follow through of call to action on Donate Now linkTrack follow through of call to action on Get Involved link, i.e. they actually do get involved in events and other

Miracles for Cozies activity. This follow through can be completed through volunteer surveys.

If the amount of visits to the Get Involved link equals or surpasses the amount of traffic to the Donate Now link then thisobjective could be considered partially successful. The true success of this objective would be the follow through of the trafficthat click on the call to action links.

Objective 10. Have five volunteers recruit five more new recruits by May 2016.

Create catalog of volunteers so that it become easier to navigate those who have volunteered for the organization.Track the amount of current volunteers in January 2016 until May 2016.Track the amount of new volunteers from January 2016 until May 2016.Survey new volunteers to find out how they came to know about Miracles for Kids Cozies and if they were referred byany existing employee.

If five volunteers recruited five more new recruits by May 2016, then this objective would be considered successful

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Objective 11. Create social media platforms (Facebook, Instagram, etc.) specifically for the program by March 2016that are engaging (posts every week) and require action and have 200+ followers on said social media platforms by the time of the event in April 2017.

Evaluate participation of organization on social media before this campaign is put into action.Evaluate participation of organization on social media from January 2016 until March 2016.Evaluate number of followers prior to launch of this public relations campaign.Evaluate growth of followers from January 2016 until March 2016.Continue to evaluate growth monthly until April 2017.Track follower participation (engagement with posts, call to actions) on social media platforms before launch of this publicrelations campaign.Track follower participation (engagement with posts, call to actions) on social media platforms from January 2016until March 2016.Track follower participation (engagement with posts, call to actions) on social media platforms from April 2016 until April2017 in monthly increments.

If participation from the organization on social media sites increases, the organization gains 200+ followers on those sites, andfollowers continuously engage with the material, then this objective will be considered successful.

Objective 12. Create a more intriguing and enticing page for the program and event on the Miracles for Kids website.

Evaluate traffic and engagement to/with the website prior to the implementation of this plan.Evaluate traffic and engagement to/with the website after the implementation of this plan.

If more people interact with the website and generate more traffic, then this objective will be considered successful.

Objective 13. Reach out to specific prominent donors and celebrities who donate to Children’s Hospitals to enlist theirhelp of promoting the mission of the program and event. We will do this by emailing their publicist by December 2016 to start campaigns.

Track specific engagement and participation by prominent donors and celebrities who donate to Children’s Hospital priorto December 2016.Track specific engagement and participation by prominent donors and celebrities who donate to Children’sHospitals after to December 2016.

If the specific engagement and participation by prominent donors and celebrities who donate to Children’s Hospitals increasesspecifically after December 2016, this objective will be considered successful.

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Objective 14. Enlist the help of prominent community members in Orange County to promote the program andthe concert event by January 2017.

Evaluate participation of prominent community members in Orange County in regards to promoting the program andthe concert event from September 2016 until November 2016.Evaluate participation of prominent community members in Orange County in regards to promoting the program andthe concert event from December 2016 until January 2017.Evaluate participation and engagement of the public that the community members in Orange County had reached outto from January 2017 until April 2017. This will be done through surveys.

If the participation and engagement from the community increases by January 2017 and if the public’s participation andengagement increases after January 2017 until April 2017, this objective will be considered a success.

Objective 15. Enlist the help of 10 businesses in the Orange County and LA area to help promote the programthrough advertising the program/event in their stores by January 2017.

Evaluation of engagement with the advertising for the program/event will be done through surveys in which publics candescribe how they heard about the program or event and from who (which organization or person from an organization).The benchmark for this would be all the business before the start of their involvement.Evaluate the involvement and participation of 10 businesses in Orange County and LA area that were selected toadvertise on behalf of Miracles for Kids Cozies’ program and event by January 2017.

If the 10 businesses did their part to participate in advertising the program and event by January 2017 and if the public alsobecame engaged because of this advertising, this objective would be considered successful.

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Budget

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Item Description Quantity Cost Per Unit Total Cost Estimate

Communication Tactics E-Newsletter

Writer's Fee (Written in-house)Graphic Designer (in-house)

Distribution through emailEmail Blast

DistributionRadio-PSA Distribution

Produced- Script plus professional announcer

Media Alert DistributionEmail Blast

Writer's Fee (Written in-house)

Spokesperson Bio DistributionVia Email

Print Advertisement (Posters for Concert)

Writer's fee (Written in-house)Printing Fee-Based on Quantity

Graphic Designer (in-house)Online Advertisement (For Concert)

Facebook Ads-Run month before concert

Pitch Letter DistributionVia Email

Press Kit Distribution Graphic Designer (in-house)

Print Distribution- Mail

000

0

200

1,000

0

00

0

0

0

06

000

0

1,000

00

0

0

2001,000

200

0

06,000

27

Item Description Quantity Cost Per Unit Total Cost Estimate

TalentNo Doubt (Gwen Stefani) Donate Services

Counting Crows- Donate ServicesThe Bad Suns- Donate Services

Videographer- 4 hours Photographer- 4 hours

Banners (Varying in Size)Blankets (Donated)

Food Trucks (Comped by owners of trucks)Car Sponsors (1 Tesla, donated)

Silent Auction Items (donated items, notincluded car sponsor)

Sound System Microphones, Speakers, with operator

(Comped by bands)Lighting System

Other Items

Special Event Budget

Total

000

500500700

0000

0

500

0

4500

31

10-20

0

100-3000000

0

10,600

28

Part 2

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TUSTIN, Calif. (FEB 2017) - Musicians from around Southern California will come together to perform at Miraclesfor Kids’ first benefit concert, said Miracles for Kids CEO Autumn Strier.

“This concert provides attendees the chance to hear the best local artists perform, while at the same time,helping a great cause, said Strier.

The concert, “Musicians Threading Miracles”, benefits Miracles for Kids, a non-profit organization dedicated tobringing comfort to terminally ill children in Southern California. It takes place April 22, 2017 from 6 p.m. to 11 p.m.at the Pacific Amphitheatre in Costa Mesa, California, said Strier.

Artists scheduled to perform include No Doubt, Fits and the Tantrums, The Bad Suns and Counting Crows, saidStrier.

A silent auction will be held during the show. Auction items include meet and greets with the artists, specialmerchandise and gift baskets from the artists and local vendors, said Strier.

The concert costs $30 to attend, with all the proceeds going specifically towards the Miracles for Kids Coziesprogram, which provides and delivers hand-sewn blankets to terminally ill children. Tickets are available onlineat miraclesforkids.org, said Strier.

For more information, please contact Devon Hillard at [email protected].

News Release Media Contact: Devon HillardKitchen Table Marketing + PR

[email protected]

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Terri Benedict, Programs Coordinator

SpokespersonBiography

Terri Benedict is the lead Programs Coordinator at Miracles for Kids Cozies. Most of Benedict’s job iscoordinating the process and making of the handmade blankets and comfort objects that the Miracles forKids Cozies Program is proud to make.Benedict has been working with Miracles for Kids Cozies since its inception in April 2015. Before that she wasan active volunteer at The Joyful Foundation. When The Joyful Foundation merged with Miracles for Kids in2015, Benedict continued her volunteering efforts. This makes her the perfect source for all things programsrelated to this non-profit as she has been involved prior to the transition.Benedict’s vast contribution to this organization can be seen through her management of the over 70weekly volunteers at the Miracles for Kids Cozies Workshop in Old Town Tustin. Her involvement with theJoyful Foundation started in 2007, when her niece lost her battle to pediatric cancer. What started as asearch to help her family recover from this tragic loss, became a greater opportunity and experience tomake a difference in so many lives.She also founded the zero waste policy that the program proudly boasts. The zero waste program wasstarted by Benedict and her daughters by using the leftover fleece blanket scraps and transforming theminto dog toys and dog beds.Benedict holds a BS in Accounting from Loyola Marymount University and has held many advertising, publicrelations, marketing, and management roles at various businesses in the past, but her sheer passion for thisorganization led her to become its Programs Coordinator. She is a stay at home mother and has threedaughters, Lauren, Audrey, and Julia. Terri lives in North Tustin with her husband, Glenn, and her children.

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Website

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Event AlertOrange County Register- 10/27/17

For Immediate Release

Media AlertMiracle for Kids Gets Cozie with a Benefit Concert

What: Miracles for Kids Cozies is hosting its first benefit concert.

Who: Miracles for Kids Cozies works with volunteers to create blankets to donate to sick patients in the

neighboring hospitals of Orange County and Los Angeles area. Chelsea Cavigli, Director of Development and

Operations at Miracles for Kids, will be available for interviews as well as Autumn Strier, the President and Co-

founder of Miracles for Kids.

Why: To fundraise for the program in a fun and interesting way that will allow its donors to see that they are

appreciated as well.

Where: Pacific Amphitheatre in Costa Mesa, CA.

When: Roughly estimated to be Saturday, April 22, 2017 from 6 p.m. – 11 p.m.

Media Contact:Devon HillardKitchen Table PR Representative [email protected]

http://www.miraclesforkids.org/programs/cozies

###39

Media PitchSUBJECT LINE: YOU’RE INVITED: NO DOUBT headlines for Miracles for Kids Cozie OC Concert

Hi XXX,

Orange county's No Doubt, Bad Suns, & Counting Crows and popular food trucks have joined forces

with Miracle for Kids Cozie’s (MFK Cozies) to bring to you a fun-filled evening. On April 22nd at the

Pacific Amphitheater in Costa Mesa at 6 PM, MFK Cozie’s the inaugural outdoor concert will donate

all revenue to their cause--creating, gifting, and sending warmth through a "cozie" blanket to children

in the hospital.

Additional to the food and music, there will be MFK Cozie blankets to buy. For every blanket bought,

a blanket will be made and delivered to a child in need. Here at Cozie’s we like to say everything is

"one thread away from a miracle", and we like to make miracles happen.

Below I have attached an official invite, along with our website and social. We’ve also sent a press kit

in the mail! Feel free to reach out regarding any other questions you may have.

Warmly,

[Name Here]

Attached invite

Link to site

@Cozie instagram

@Cozie facebook

@Cozie twitter

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Media Kit This is the idea for packaging of our press kit. It is

a wooden box with a boom box designed on it.

This theme goes along with the idea of our

outdoor music concert.

Inside this box would be an invitation to the event

(outdoor music concert), basic history of the

company, a CD with PDFs of press information

(media clippings) and relevant images, the news

release for the event and frequently asked

questions about the company.

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PSA(Indie music plays, guitar strumming and humming) “Summer is here, the nights are warm and the stars

are out. Miracle for Kids Cozies is hosting their inaugural benefit outdoor concert. No Doubt, Bad Suns,

and Counting Crows, along with local food trucks will play at the Pacific amphitheater, on April 22nd.

Ticket revenue will go towards Miracle for Kid’s Cozie blankets program where kids in the hospital

receive hand-made blankets to keep them cozy and healing. For every blanket sold at the concert, we

will give a blanket. For more info check our Instagram and website out at @CozieBlankets. A Miracle is a

thread away… (music plays and then fades)

89.9 KCRW 107.2 KIIS FM105.1 Country

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Concert Event Posters

This poster is meantfor the general public.We will post these allaround the OrangeCounty area (coffeeshops, communityboards, smallbusinesses, etc. )

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This poster is meant toreach college students. This would be posted on

college campuses inSouthern California

(Chapman, UCLA, USC,CSUF, etc.)

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Part 3

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Local Trend Research

The Orange County community has several different outlets to helpOrange County patients and families of terminally ill children. Withmultiple non-profits helping families going through such a rough time,there seems to be a few trends in the types of services provided. It looksas though the support given by these organizations are oftentimes splitup between emotional and financial support.

Many nonprofits in the Orange County area assist families by providingemotional support. Whether that is bringing happiness to the patient orproviding comfort to the families, many of these non-profits find differentand unique ways to make this process much easier on everyone. Anotherway these non-profits help the Orange County community is throughfinancial support. Lots of them provide housing assistance or help pay forgroceries and transportation to and from hospital visits.

In order to facilitate such great programs, these organizations mostly relyon fundraising. One fundraising trend is to have a Golf Tournament orGala. Both are great sources of fundraising, as it is a fun way to spreadawareness and raise funds for their programs. Another fundraising trendis to allow individuals to donate on their website. This is an easy anddirect way for individuals to help give to these organizations.

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Niche Investigation: The niche we are dealing with for Miracles for Kids Cozies are organizations that dealprimarily with children facing life-threatening illness and providing support and supplies for them.

Interestingly and as one might guess with this niche, support can come in many forms. For example,Miracles for Kids Cozies was built on the platform of creating blankets for these types of children.However, other organizations that deal with children facing life-threatening illnesses will create product asa means of supporting or even realize wishes. What I learned through research is that most organizationsthat support children and their families facing life-threatening illnesses use wishes as a means of creating abusiness. Very little organizations in this type of niche market create or make products.

Most of the services of children facing life-threatening illnesses ask for monetary donations or even,experience donations rather than specific products. However, Project Linus and Crochet for Cancer bothhave platforms similar to Miracles for Kids Cozies that create caps and blankets respectively. From thisresearch, I learned how important the monetary gifts and donations in general are for smaller non-profits.While larger corporations (those similar to Make A Wish) can reach out to larger businesses to help realizethe dreams of sick children, smaller agencies and business need more of a grassroots movement toincrease product and ultimately, turnover. Thus, more volunteers could always be helpful in these types ofsmaller or even medium-sized organizations.

Services for this niche are relatively needed as much as they were before. Sickness isn’t something thatgenerally changes rapidly especially if its life-threatening or terminal. One of the issues I’ve found whileresearching though is that parents sometimes have a hard time covering hospital costs for those types ofprocedures because of the healthcare system currently in place in the United States. While this doesn’tdirectly affect what happens in the hospital, it is important to note, because these seemingly small serviceslike donating a cap or a blanket help improve the child’s overall experience that is otherwise extremelytaxing and difficult both physically and emotionally.

National Trend Research

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International Trend Research

While researching this niche on an international level, I realized

that there are a few trends in this field. First, most of the

organizations that work on an international basis come from the

Western world, mostly being based in the United States, the

United Kingdom or Australia.

In terms of their programs, I discovered two main trends. The first

is that a lot of these organizations provide “wish granting”

programs, where they bring entertainment and happiness to

patients. Another program trend is for organizations to provide

patient treatment and care to low income communities around

the world.

Based off of this research, it seems like there is definitely room

for expansion and diversity. A lot of these organizations do pretty

much the same thing. It would be interesting for some of them to

take a new spin on helping terminally ill kids on an international

level.

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Social Media ResearchSocial media can take a non-profit organization out of the shadows and into the light. Social media can“double, triple, and even quadruple your exposure” (Orbitmedia). Using social media can be a greatoutlet for ‘call-to-action.’ Social media can show authenticity of an organization's passion, and cancreate Evangelists who then go on to do a lot of free PR for the non-profit. Social media is a powerfultool to track success. An increase in followers shows the non-profit that people are listening, looking,and interested in being up-to-date with the organization's plans and events.

During the research process of social media trends for nonprofits that are similar to Cozie’s, Idiscovered there was almost always a Facebook account made for this specific type of nonprofit. Therewere YouTube accounts and Twitter accounts, but most activity was from the company—not a lot of alot of interaction from followers. It’s important to note that the most successful trend was the use ofFacebook and the least popular (although I believe the most entertaining to add) was the use ofInstagram.

After looking around at similar sites the trend was having a good website people could refer to. TheirFacebook’s were used, but the organizations websites seemed to be the place for volunteers to getinvolved, for information to be posted, and for funds to be donated. A good website is important, butsocial media can attract more people to the cause, as well as, drive followers to the main website.

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Competitive LiteratureWebsite:

The first website is the general Miracles for Kids website because the Cozies program is a subset of company as a whole. The

site is designed very nicely, with soft blue colors complimented with large, easy-to-read font. The first picture you see is a portal

into the Miracles for Kids Cozies article on its partnership with Little Giraffe. This is good exposure for the program and the

partnership. If you missed the actual picture on the website and wanted to find the program on your own, there are many tabs

one has to pass through in order to come to the correct page. This could be difficult for any individual and could result in them

giving up on finding the program. Once you enter into the website specifically for the program, there isn’t too much content

besides a couple of press releases and events. This could be due to the newness of the program but there should be more

content and news of upcoming events if applicable. The tone of the information itself is very light and welcoming. It is excited for

the general partnership of Joyful foundation and Miracles for Kids as well as the partnership with the blanket company, Little

Giraffe. Keeping the tone and energy up will entice readers to stay up-to-date with the program and hopefully donate or

volunteer. Keeping this tone is of the utmost importance, because it not only affects the readers, but also the families and

patients that most likely are reading into the programs as well.

Social Media:

The company has no specific social media sites for Miracles for Kids Cozies. This goes for most of their other programs, but in

order to draw more attention to this program, there should be at least one to two specific social media sites dedicated to this

program. This would help broadcast the news and updates of the program better because it tends to get lost within all of the

other programs available on the company’s website. Another advantage of having specific social media sites would be that it

would draw in a younger crowd who could be potential volunteers and advocates for the program. Having social media

platforms could also a more first-hand look into the process of making the blankets and the volunteers who create them. This

transparency of the program will make it seem more trustworthy and attainable for its social media followers.

Miracles for Kids

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Competitive Literature

The name:One interesting tactic that Project Linus uses to position itself in this particular niche is simply theorganization’s name itself. Project Linus uses the character Linus as the logo next to the organization namewith a blue heart in between Project and Linus. Linus is a popular character from the “Peanuts” cartoon and isknown as the younger brother of Lucy van Pelt. The blanket next to Linus is often shown on the televisionprogram and often referred to as his security blanket. Because Project Linus is an organization whose purposeis to create blanket for children in need, the name is particularly effective once one draws the parallelbetween the “Peanuts” character and the organization’s mission. The idea of a security blanket also uses itsname to provide detail and insight to its function. Thus, by associating this non-profit organization with abeloved cartoon character, Project Linus strives to relate to children by providing support through thehomemade blankets they create, much like how Linus’ blanket provided him with security.

The Blanket Beacon newsletter:The Blanket Beacon newsletter is the newsletter associated with Project Linus. The newsletter givesinformation about how aspiring volunteers can get involved, upcoming events and programs, and other detailspertaining to the organization. The content in this newsletter conveys to its readers the organization’s strongdesire to get more people involved as well as emphasizing the importance of supporting Project Linus bywhatever means that are both available and possible to each volunteer or donor. Because the newsletter’sconsistently focuses on both the past and the future, by mentioning of ‘upcoming’ events, I believe thiscontent is striving to get the readers excited for the future just as the blankets are meant to provide hope andexcitement for the future for those who receive them.

Project Linus

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Project LinusFAQs:As a reader, I really appreciate FAQs pages because I, too, normally have those questions. The FAQs page itselfconveys that many people are involved (or at least wanting to) in this organization and thus, are asking manyquestions because they support Project Linus and the work they do. As a first time viewer of a website with aFAQs page, I immediately feel more assured in the organization just because of the fact frequently askedquestions normally refer to an interested public or target audience. This page helps position the organization asa leader in the field and also lets the readers know that the organization knows and acknowledges the audienceand the audience’s thoughts.

VisualsMy initial visual impression is that the website is a bit childlike. That is not to say that the website is foolish orpoorly executed. However, the layout and the type is just not that sophisticated. The font used for the logo isCooper Std and just as a font itself, it is much more childlike and playful than a standard Arial or something ofthat nature. Most of the rest of the text is in a white Serif font on a black background or vice versa, which is easyto read, just not that visually stimulating. The website makes a great use of color, however. The colors are bright,yet soothing and are a myriad of blues and greens. I particularly like the shades of blue and green in the threeboxes halfway down the homepage. The website also makes good use of rotating photographs that showchildren enjoying the blankets and people making it. Another great visual aspect of Project Linus’ website is thatit is extremely easy to navigate; I am able to find whatever information I need within seconds because of howaccessible all parts of the website are. Perhaps my favorite visual aspect of Project Linus’ organization is its logo.The organization uses a cartoon drawing of Linus in its logo holding a blue blanket. That blue color is not onlyemphasized again in the background of the whole webpage, but also can be seen in the blue line underneaththe organization’s name and in the cartoon heart between the words ‘Project’ and ‘Linus.’ While the website’sdesign isn’t that simplistic or sophisticated, it does appeal to a person’s childlike tendencies or sense, which isperhaps the tone the designer was hoping to achieve. Project Linus strives to create a welcoming energy for kidsthrough their homemade blankets, which is paralleled in their website design as well.

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Ronald McDonald HouseOverview:The Orange County Ronald McDonald House is a non-profit organization that provides support and comfortcare to ill children and families in Southern California. Their main program is their housing program, whichprovides a comforting “home away from home” for the families of seriously ill children receiving treatment inOrange County hospitals. When talking to Miracles for Kids, they explained to us that the Orange CountyRonald McDonald House is their main competitor.

In terms of the Orange County Ronald McDonald House’s competitive literature, they have created manysuccessful pieces that are cohesive, professional and well thought-out. First, the majority of their literaturesticks to the same color scheme: red, white and yellow, which just so happen to be the main colors ofMcDonald’s. However, all of the pieces of literature do not stick to the exact same red and yellow. Instead, theyuse different shades for different pieces of literature, which is a nice touch because the reader can tell thatthey are meant to be together, but the pieces are not identical. In a way, it gives each pamphlet or flyer its ownvoice. In all of their pieces, the organization does a great job at create very cohesive and well-developed PRpieces.

Website:The Orange County Ronald McDonald House website is a great example of what a website should look like.Not only is it up-to-date, but also it is very easy to navigate through. The tabs at the top of the page createsub-tabs, which all seem to have logical placements. Furthermore, the color scheme of the websitecomplements the branding of not only the Ronald McDonald House logo, but also McDonald’s in general. Forthe most part, the website uses red and white, which ends up being very bright, clean and cheerful. Anotherpositive part of the website is the quality of photos provided. The photos seem to be from events or of familiesthat benefit from the Orange County Ronald McDonald House. This brings credibility to the site, as it showsinstead of tells the impact the organization has on the community. Other positive aspects of the websiteinclude its mobile-friendly technology and easy links to their social media.

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Ronald McDonald House

Adopt A Room Partnership Package Flyer/Pamphlet:This piece looks very professional and credible. There are many reasons for this. First, the photograph onthe front page is of very high quality and looks classic in the sepia tone used. The two young childrenhugging each other create warmth to this informational flyer. It evokes the feeling that the Orange CountyRonald McDonald House is a family, not just an organization. Furthermore, the pictures throughout theflyer are of actual families that benefit from the Ronald McDonald House in Orange County. By using realphotos from the organization makes the organization look more credible than if they used stock images.

Another important aspect of this flyer is its intent. This piece is used to make people want to “adopt aroom”, or in others words, donate a large amount of money to the Ronald McDonald House. One canassume this because the price of adopting a room is rather expensive and the color palette and textformat seems to have a mature tone, which makes one assume they are targeting individuals who have alot of money to give.

The flyer does a great job of not overwhelming the reader. The text and spacing is easy to read andinviting. Furthermore, the layout of information seems logical. It starts out with a thank you letter from theexecutive director, and then goes into an overview of the “Adopt a room” program. Then, the flyer goesover the impact and benefits that come along with adopting a room. Finally, the call to action of the pieceis found on the final page of the pamphlet, where individuals can fill out a “Partnership Commitment”, andselect an option of sponsorship. Overall, the layout of the pamphlet flows nicely and while it isinformational, it doesn’t feel overwhelming.

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Ryan's Case for SmilesOverview:Located in Wayne, PA, Ryan’s Case for Smiles was created by Cindy Kerr. She started making pillowcases forher son Ryan to make his hospital stay brighter throughout his cancer treatment. After Ryan passed, Kerr wenton to create over 120 chapters worldwide that organize the creation of pillowcases for life threatening sickchildren. Their logo says their name in childlike font, written in black and light blue. There is subscript saying“formerly ConKerr Cancer” so it’s clear to donors and volunteers this is the same company, but now calledRyan’s Case for Smiles. There is a little kid holding a big pillowcase next to that font in the logo. This logo isfound on the website and on all material presented to volunteers and the press. This unifies all of their materialand gives a fun, clean, and relatable feel to their non-profit.

Ryan’s Case For Smiles Website:Ryan’s Case for Smiles website does a great job at showing the cross over from it’s name change/merger. Itused to be ConKerrCancer.org, but when you type that in, it post a message that says this company still existsand has just grown and developed into a new brand. There is a button to click that links you to the new nameand site, Ryan’s Case for Smiles. From here the website is friendly and quick to navigate. Right off the bat thefirst things that stand out are the upper right hand corner, “Donate Now” is in large letters. Also, all the socialmedia sites have links that are visually displayed by the social media symbols. The font for the site is bold,without serif’s making it extremely clean and professional. The picture they chose to be front page image is ayoung kid smiling and bold script that reads “Helping kids feel better, so they can heal better” It’s main pagealso includes a good amount of tabs that break down the organization, news coverage, ways to get involved,stories of those that have been helped, a FAQ and contact tab. This entire site presents itself professionally,yet has a soft kind tone to it based off it’s colors and simple set up.

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Ryan's Case for Smiles

Press Release:The press release has the logo for the organization at the top of the screen. I think that the logo here is toosmall, because when the logo is blown up it shows a kid smiling holding the pillowcase. It makes it such ahappier logo when you can see a little more detail with it being a little bigger. It’s text is simple and it has somethings bolded. The lines that are bolded are headlines and sentences that make an impact. The layout isn’t thatclean, I see what they were doing with the photo at the top, but it just makes the formatting look off. Whichleads me to focus on the formatting instead of the content. The photo that they chose to put into the pressrelease is cute, it’s the 1 millionth pillowcase made, but I feel like they should’ve created a link instead ofpasting it into the press release.

Fact Sheet:Ryan’s Case for Smiles Fact Sheet has the logo at the top of the page. This logo is too small here again, but hasgreat font and title. This fact sheet makes this organization feel legitimate and professional. The fact sheetanswers, Who, What, When, Where, Why, and How, as well as, some scientific information. Their scientificstatistics explains and verifies the reason behind why these pillowcases are so helpful for kids. This fact sheetnot only is important for journalist wanting to write about the non-profit, but it also is great for people wanting tovolunteer. It makes me as a reader, want to volunteer for them because it represents their cause extremely welland makes me feel like I would make a big difference by donating time, money, or a pillowcase. I think Miraclefor Kids should adopt this method. They should create a fact sheet specifically towards the Cozie blankets, andthe sheet should not only include facts about the non-profit, but should include a little scientific research as tothe reasons why blankets are comforting, and as to why there is a need for these blankets. It personalizes theorganization.

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Key PublicsKey Public Audience: Retired Citizens (volunteers)This public contains mostly females who are retired living in the surrounding areas serving as volunteers.These women are drawn to Miracles for Kids Cozies because of the organization and how they can supportthe organization. A key task volunteers are asked to do is sew, which this public, generally, can do very well.These women are also typically older and may be grandparents, so the idea of nurturing and providing for ayounger human being is something that appeals to their emotions. These volunteers benefit from helpingMiracles for Kids Cozies because it allows them to express themselves in their free time as most of them, asaforementioned, are retired and don’t have full-time or even, part-time jobs. This keeps these people busy,while also giving them a community of like-minded individuals wanted to serve the Miracles for Kids Coziescompany. The Miracles for Kids Cozies workshop isn’t extremely high-maintenance or high-pressure, sothese volunteers can learn to sew if they don’t know how to already, have the experience of helping out,and simply enjoy the company of others around them while helping out.

Self Interests: helping out in the community, helping the children, interest in sewing or other tasks Miraclesfor Kids Cozies volunteer program offers.Influentials: other current volunteers, people in surrounding community, sick grandchildren or family/friends of sick children.

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Key Public Audience: Parents of terminally ill children in Orange County and Los AngelesThis public consists of parents who have a child under the age of 18 with a terminal illness and live inOrange County or Los Angeles County. If they don’t live in these areas, their child might receive medicaltreatment from an Orange County or Los Angeles County hospital. This key public is interested inMiracles for Kids because the organization’s programs cater towards serving and helping children facinga terminal illness and their families. Furthermore, a majority of their programs revolve around financialassistance or wish granting. Some examples of their financial programs include the following: Fund-a-Family, Miracle Manor (housing), and their Grant Program. Because of this, Miracles for Kids needs totarget those in charge of a family’s finances, which will most likely be the parents. Another reason as towhy this is a key public for Miracles for Kids is because parents want to provide the best life for their child,especially if they are in pain. Miracles for Kids has lots of programs that provide comfort for childrenfacing such difficult times, such as the Miracles for Kids Cozies. Thus, parents would be very intrigued inknowing about and using Miracles for Kids’ resources.

Self-Interests: helping their children, providing a better and more comforting life for their child, receivingfinancial assistance for hospital bills, housing, monthly bills, etc.Influentials: doctors, medical staff, support groups for terminally ill children, other parents in similarsituations, family members and friends.

Key Publics

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Key Public Audience: College Students in Orange CountyCollege Students in Orange County should be one of, it not, the main target audience for the Miracle for KidsCozies. Specifically sports and Greek life students at UCLA, USC, and Chapman. Both Greek life and sportsteams are actively involved in volunteer work on those three campuses. The people involved in theseorganizations normally are allocated time to put into nonprofit work. Whether it’s fundraisers orattending/supporting events they love to raise money and awareness. Normally they are heavily involved withvolunteer work, but they also have fans and outside people ready to join in and get involved. These types ofcollege students are motivated by competitions and fun events. College students want to help and be engaged,but they also have the track record to attend and be most interested in competitive events and things that arecool, like concerts or free food. Being a college student I feel like I can speak towards the masses, that weabsorb most of our information from all the social media content that we scan and explore. Almost everyone youmeet will have one or more social accounts; Facebook, Instagram, Twitter, Blog, Snapchat, and Pinterest.

Self Interests: Competitive nature, love handson work, social media as news source, genuinely want to helpnonprofits, but also normally have set hours of community service to completeInfluentials: Professors, Greek Life PanHellenic, Sports Team Coaches, and Celebrities

Key Publics

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Field TripThe event I attended for Miracles for Kids Cozies was a volunteering event. The Programs Coordinator, Terri Benedict, and twoother volunteers besides myself were there. The event scheduled was called “Blanket Quality Control” and one of the othervolunteers and I checked the already made blankets to make sure they were produced with high quality and with no errors.Additionally, we folded the blankets in a particular manner and put ten into a bag before moving them to storage. The othervolunteer there was sewing parts for different blankets and really just working on her own time. The event took place at theMiracles for Cozies workshop in Old Town Tustin. I went to the volunteer event on September 25, 2015 from 10 a.m. until 12 a.m.The event was held for volunteers to come help make the blankets and check to make sure that the ones already made lookedthe best they could.

The goal of this event was the ensure that the blankets made earlier in the week were made with the proper quality expected ofMiracles for Kids Cozies. There was no real expectation for how many people would show up, but Benedict claimed that Fridaywas the slowest day because it wasn’t a designated sewing day, which attracts most of their volunteers.

The event took place in a sizable, blue room with space for 10 sewing machines and the accompanying working area, two largetables to match fabric and sort through during quality control, and then a large section in the back filled with stacks of all types offabric. The location for this volunteering experience was perfect, but if Miracles for Kids Cozies wants to expand its volunteeringopportunities, they definitely need to move locations because their present one would be far too small to accommodate largernumbers.

I do believe the event was a success for its purpose of quality controlling the blankets made earlier in the week. In the two hoursI was there, the other volunteers and I quality controlled 160 blankets and put them into storage.

Public relations didn’t do anything to promote the event. More information about how to volunteer and when could be written ontheir website; however, I had to communicate with Benedict directly before even finding out if I could volunteer. I think it isdifficult to generate lots of buzz for a smaller weekly event, but the first step should be presenting the information publicly sothat if anyone wants to find it, they are then able.

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Survey Results:What year are you? What is your favorite way to help?

Are you interested in Volunteer work? Are you involved in any of these:

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What event would you attend if there was a small cover charge, but all proceeds went to a local non profit

If you wanted to volunteer at a local non-profit how would you like to hear about opportunities

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Terri Benedict is the programs coordinator for the Miracles for Kids workshop.Speaking with her was beneficial for our team because she was able toprovide us insight into how the Miracles for Kids Cozies workshop operates.We discussed topics like the volunteer process, the Joyful Foundation mergerand her daily tasks.

Through the conversation, we learned that there are fun and interesting waysfor people to get involved with the organization. For example, prior to theinterview, we assumed that the only way one could volunteer with the coziesworkshop was if they knew how to sew. Benedict let us know that they needhelp in all aspects of the workshop, ranging from quality control to blanketdeliveries.

We were also able to learn what a typical volunteer is like at the workshop,since Benedict herself was once a volunteer. Benedict shared her story as towhy she started working with Miracles for Kids. In 2005, her niece wasdiagnosed with stage four neuroblastoma. Through her treatments, Benedictsaid that the blanket her niece received brought her the last smile she wouldever have. Benedict wanted to help others feel that joy, so she startedvolunteering with the Joyful Foundation, which recently ended up mergingwith Miracles for Kids. This conversation was helpful on so many levels, as wenow have a better insight into the structure of the cozies workshop and itsvolunteers.

Terri Benedict - Programs Coordinator at the Miracles forKids Workshop

Interviews

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Alison Fordonski works as a development coordinator at Miracles for Kids. Inother words, Fordonski works on the business side of the organization. Herresponsibilities include, but are not limited to the following: grant writing,donation and auction database management, school club management andexpansion, tax receipting and the Fund-a-Family program. InterviewingFordonski was beneficial for our team because she gave us great insight asto how the organization functions financially. She explained that the Miraclesfor Kids programs are funded by individuals, corporations, external grants,community events and fundraising events, like their annual gala. Byconducting this interview, our group now has a better understanding of howthe organization operates on a financial level.

Alison Fordonski - Development Coordinator at Miraclesfor Kids

Interviews

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“Donate Now” American Childhood Cancer Organization. Web. http://www.acco.org/awareness-advocacy/donate-now/

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Gilotti, Sally. “ Jennifer Lopez Joins Children’s Miracle Network Hospitals’ ‘Put Your Money Where The Miracles Are’ Campaign asOfficial Spokesperson.” Children’s Miracle Network. 1 May 2015. 16 Sept. 2015. Web.<http://jenniferlopezmnr.childrensmiraclenetworkhospitals.org >. “Giving Illness A Giant Time out” A Kid Again. Web. http://www.akidagain.org/site/PageServer?pagename=about_mission

Goldberg, Eleanor. "7 Reasons Why Nonprofits Need To Ramp Up Their Social Media Presence." The Huffington Post.TheHuffingtonPost.com, n.d. Web. 16 Sept. 2015. <http://www.huffingtonpost.com/2015/04/01/nonprofits-social-media-_n_6987304.html>.

“How To Help” Give Kids the World Village. Web. http://www.givekidstheworld.org/help/

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https://www.facebook.com/MiraclesForKidshttp://www.joyfulfoundation.org/https://twitter.com/miraclesforkids

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THANK YOU!

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