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EXECUTIVE SUMMARY

Our client All the Arts for All the Kids Foundation, is a non-profit organization

that provides arts education to kindergarten through eighth-grade students in the

Fullerton School District. The foundation funds art lessons in the form of music, dance,

theatre and visual arts. All the Arts for All the Kids Foundation raise a significant portion

of their funds by holding an art auction every year called Pins, Pots and Possibilities.

Our firm has undertaken the responsibility of creating favorable publicity and awareness

of the foundation and the event itself.

The main purposes Diligence PR has created this campaign is because of thepotential reduced government funding of arts education in public schools. Diligence PR

has recognized these threats and has designed a specific campaign to satisfy the needs

of our client. The All the Arts for All the Kids Foundation seeks to provide schools with

the essential and necessary rights of arts education that every child should possess.

Along with the co-efforts of Diligence PR and the Foundation, we aim to fulfill these

aspirations.

Diligence Public Relations has created two different approaches to reach our

goals of publicity and awareness. First, is a media based approach that entailed

creating several articles that targeted specific demographics within Orange County and

the greater Fullerton area. This included: press releases, feature articles, media alerts,

and press kits. Our second effort is a grassroots approach, which consisted of

solicitation packets and pre/post surveys.

The media pieces were sent to news outlets such as the Orange County

Register, The Daily Titan, Orange Coast Magazine and several blogging sites. The

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purpose of our grassroots efforts such as the solicitation packets, were aimed at

businesses in downtown Fullerton because of the locality of the event and this area is

location of the main operation of the Foundation. These packets were used to obtain

potential donors and sponsors for the Foundation and the event. The pre/post surveys

measured the awareness of the event and foundation.

Overall our Public Relations efforts were a success. Through our media articles

and grassroots efforts we were able to accomplish our goal of raising awareness and

publishing key items in valuable OC news outlets. With a small team, Diligence PR has

been able to expand awareness through door-to-door solicitations and produce a fullpublic relations campaign. Our campaign was created, implemented and evaluated in a

short time of four months. Diligence PR fulfilled aspirations of the campaign to help the

All the Arts for All the Kids Foundation so theycan continue its mission to provideessential arts education to children.

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theatre Arts LAB, a video production Arts LAB, and a third music Arts LAB will be joining

the convoy this year.

All the Arts for All the Kids Foundation contributes to arts education in the

seventh and eighth grades by funding arts grants for teachers in the Fullerton School

District. This service is designed to support arts education projects and provide the

funding to make them possible.

All the Arts for All the Kids Foundation relies on community support to generatethe financial resources to make all of these programs possible. One way that All the

Arts for All the Kids Foundation raises money for its cause is through the annual Pins,

Pots and Possibilities art auction. This year marks the 15th year of the Pins, Pots and

Possibilities event. Money raised through this event in combination with public funding

and private donations provide the aggregate financial resources needed to fund

comprehensive arts education in the Fullerton School District.

All the Arts for All the Kids Foundation and the quality of its services potentially is

directly affected by changes to the level of public funds allocated to arts education in the

Fullerton School District. In recent years the availability of these funds has been in

question. In response to this trend All the Arts for All the Kids Foundation is seeking to

generate greater support amongst non-government funding.

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All the Arts for All the Kids Foundation asserts the position that a comprehensive

arts education is a right for all children and this right should not be hindered by a lack of

funding. In this spirit, All the Arts for All the Kids Foundation is partnering with Diligence

Public Relations to create awareness of the arts education services that All the Arts for

All the Kids Foundation provides, the impact of these services, and the need for

community support to ensure stable funding for arts education in the Fullerton School

District amongst the threat of unstable public funds.

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PROBLEM STATEMENT

The most significant problem in respect to continuing the success of All the Arts

for All the Kids Foundation is the potential of government funding being cut from arts

education in the Fullerton School District. Such cuts would undermine the goals of All

the Arts for All the Kids Foundation to maintain and expand their comprehensive arts

education program. The public relations campaign executed by Diligence Public

Relations for All the Arts for All the Kids Foundation expands public awareness of the

Foundation, the arts education services they provide, and the need for continuingcontributions.

SITUATIONAL ANALYSIS

Internal Environment:

All the Arts for All the Kids Foundation is a grassroots non-profit organization

dedicated to providing comprehensive arts education to children within the Fullerton

School District. The organization thrives on the efforts of volunteers and the donations

of generous financial supporters and artists.

The funding for All the Arts for All the Kids Foundation is dependent on government

funding, private donations and the revenue from an annual fundraiser Pins, Pots and

Possibilities. Unstable public funding is one of the largest weaknesses to All the Arts

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for All the Kids Foundation. Part of the organizations goals is to stabilize funding

through increased private donations and a movement away from dependence on public

funds.

External Environment

External support for this organization is traditionally very strong among local

publics. All the Arts for All the Kids Foundation has dependable private donors and

strong supporters of its arts education cause. Threats to the organization exist in theform of a slow economy reducing both public funds and philanthropic dollars to

financially support the organization. Other threats also exist in the form of competing

non-profit organizations and other public services seeking to gain an allotment of limited

public funds.

Public Perception

Visibility: All the Arts for all the Kids Foundation has high local visibility through

being published in local newspapers such as OC register, Fullerton Observer and

Fullerton News Tribune. The tone of previously published media content about All the

Arts for All the Kids is positive and supportive. There is room for increased visibility

outside of the Fullerton and the Orange County community.

Reputation: Among its aware and active publics, All the Arts for All the Kids

Foundation has an indisputable reputation as a leader of arts education.

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POSITION STATEMENT:

All the Arts for All the Kids Foundation seeks to place itself at the forefront of

peoples minds by generating awareness for the organization, the arts education

services it provides, the impact of these services, and the need for community support

to continue these services- essentially positioning All the Arts for All the Kids

Foundation as a most favorable non-profit organization to financially support.

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WORK STATEMENT

RESEARCH

Consisted of three major facets:

Creating a media list for All the Arts for All the kids foundation began with local

publications and identifying the audience that we would like to reach. The list of publics

include; educators on all levels (primary school teachers, college professors for the local

community college and university), major benefactors of the foundation, artist and

collectors, parents, and the general public. Research was conducted by visitingwebsites of the following publications; Orange County Register, Los Angeles Times,

The Fullerton Observer, and The Daily Titan.

Diligence Public Relations researched the city of Fullerton to better understand the

demographics. We visited the official City of Fullerton web page

(www.cityoffullerton.com). Diligence PR found that among the major employers in thecity, many of them were related to education. The educational institutions included

California State University, Fullerton, Fullerton Unified School District, and Fullerton

College. With this in mind, our group felt that it was important to get our client in a local

publication.

In order to better understand the importance of why All the Arts for All the Kids

Foundation is so passionate about their cause, Diligence researched the many effects

that arts education has on childrens brains. We conducted our research online through

many databases and found articles such as:

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The Arts in Education which gave a important information on No Child Left

behind, published at (http://content.epnet.com.lib-proxy.fullerton.edu/pdf18)

Critical Evidence: How the Arts Benefit Student Achievement which gave

numerous statistics proving the importance of arts education, published at

(http://www.aep-arts.org/files/research/Critical%20Evidence.pdf)

Americans For The Arts: Harris Poll This poll showed how important people

view arts education.

(http://www.AmericansForTheArts.org/news/press/2005/2005_06_13b.asp)

Making Music, Reaching Readers which showed how reading music stimulates

brain waves helping a childs reading proficiency (http://p8331-

metalib.calstate.edu.lib-proxy.fullerton.edu/exlibris/metalib/m4_3/tmp/vir01-

23.exl)

A data based model to predict postsecondary educational attainment of low

socioeconomic status students which showed effects of academic expectations

on the students ( http://p8331-

metalib.calstate.edu.libproxy.fullerton.edu/exlibris/metalib/).

These articles all provided us with research proving that arts education has a

significant and vital impact on a childs brain in a learning environment. Please

see Appendix L for all above articles.

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PLANNING

Public Relations Goal:

Diligence Public Relations team sought to expand positive awareness of All the Arts for

All the Kids Foundation among our key publics.

KEY MESSAGES:

The arts are crucial to the development of children.

All the Arts for All the Kids Foundation provides comprehensive arts education to

students in the Fullerton School District.

All the Arts for All the Kids Foundations success is made possible by continued

community support.

TARGET PUBLICS:

Donors

Were a key public to our organization because they provided the funding to the

foundation and its comprehensive arts education program. This target public included

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private individuals, community businesses and organizations.

Private Individuals

Parents: Were a key target public because their children benefitted from All the Arts for

All the Kids Foundation. Parents had stake in the organization because the Foundation

offered higher learning through art that increased student performance. Parents

included key publics who were aware and unaware of the Foundation.

Socioeconomics: Parents ranged from all backgrounds including educated and

uneducated with low to high incomes.

Media channels for parents included major newspapers, local newspapers,

school district publications, a variety of magazines from assorted interests, cable

and non cable television news outlets.

Philanthropists: Wealthy people who wanted to see their money put towards a worthy

cause. Philanthropists tailored their donations according to their special interests.

Socioeconomics: Upper class and educated.

Media Outlets included major newspapers, financial publications such as Wall

Street Journal, various magazines, television news outlets and publications

specific to their trade or profession. Philanthropists are more active in seeking

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information independently when compared to other publics.

Community Leaders: Community leaders ranged from school principals, politicians and

presidents of active community organizations such as the Rotary Foundation. Creating

a public image that was associated with community activism motivated the community

leaders.

Media materials included a variety of news publications, political publications,

local publications, and newsletters.

Socioeconomics: Middle class and above.

Community Organizations:

These organizations had specific mission statements, which will dictate where they

place their charitable dollar. For example, The mission of The Rotary Foundation is to

enable Rotarians to advance world understanding, goodwill, and peace through the

improvement of health, the support of education, and the alleviation of poverty.

(http://www.rotary.org/en/AboutUs/TheRotaryFoundation/Pages/ridefault.aspx)

The motivation in supporting All the Arts for All the Kids Foundation for organizations

similar to the Rotary Foundation was the fulfillment of their unique mission statement.

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Community Businesses:

Local community businesses had a stake in All the Arts for All the Kids Foundation

similar to community organizations. These businesses promoted goodwill in the

community and therefore created a relationship with their customers through a good

public image. Community businesses raged from restaurants, chiropractic offices, yoga

studios, hardware stores, and furniture stores. Their motivations were advertising and

public relations, helping the potential for more store business.

Socioeconomics: Local businesses tended to be smaller with little to no budget

for advertising. They did however have a special interest in donating to non-profit

organizations for tax write off purposes.

Art Community:

Artists were a key public as they donated art to the Pins, Pots and Possibilities Event,

instructed students in art lessons and brought world-class talent to the organizations

arts programs. Through our public relation campaign we promoted the reputation of All

the Arts for All the Kids and Pins, Pots and Possibilities in order attract even more

artists recognition and support for the Foundation.

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General Public:

They were a key public because this group allowed for the expansion of knowledge and

attitudes about All the Arts for All the Kids Foundation into previously unaware publics.

GOALS AND OBJECTIVES

Public Relations Goal:

Diligence Public Relations team sought to expand positive awareness of All the Arts forAll the Kids Foundation among our key publics.

Objective 1: To increase positive awareness of All the Arts for All the Kids among a

mass sample of our key publics. Specifically to have strategic information about All the

Arts for All the kids Foundation published in 10 local media outlets by December 1,

2008.

Strategy

Developed media materials highlighting the newsworthiness of this years Pins, Pots

and Possibilities event and exploited the characteristics of local controlled and

uncontrolled media.

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Controlled media:

Strategies for publication and increasing awareness.

Controlled media allowed for control over messages, content, timing,

presentation, and tone of the media materials produced for publication. (Smith, 157)

Essentially, controlled media allowed for specific messages to be created and to be

delivered to our key publics exactly as we designed the messages. Two relevant

controlled media outlets were the publishing of feature articles and community calendar

postings. Our strategy for gaining publication of these media materials was to createangles about the Pins, Pots and Possibilities event that were tailored to human

interest, proximity and impact. The Pins, Pots and Possibilities event was to be used

as a strategy in pursuit of postings in community or arts calendars that created the

opportunity for another controlled message.

Beyond the strategies outlined to gain publication of controlled media materials,

there was also strategy as to what the content and the messages of these controlled

communications would be. To advance the objectives and goals of this campaign every

key talking point was imbedded within each feature article and calendar posting. This

strategy maximized the probability that materials about All the Arts for All the Kids

Foundation was published in a controlled context. Ensuring our key messages were

presented in these media materials advanced our awareness goals and objectives.

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Tactic

Feature Article Stories

Multi-generational story:

The Dahl family has donated art to Pins, Pots and Possibilities for three generations.

Pins, Pots and Possibilities has been around for 15 years and along with the events

legacy is a story about a family that has three generations participating in the auction.

Marsha Judd profile:An in-depth feature article on the talented local artist, community activist, devout

teacher and leader in arts education illustrated the labor of love that the Foundation

thrives on. This interview tied in the people behind the scenes of the Foundation to the

community at large.

Pins, Pots and Possibilities:

This year's Pins, Pots and Possibilities event provided the opportunity to highlight the

artists and patrons who made this event possible. The event also showcased the

importance of donations to the All the Arts for All the Kids Foundation. Lastly, Pins,

Pots and Possibilities displayed how arts education benefits Fullertons children and

the community at large.

Characteristics: Proximity, broad audience, appealed to human interest.

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Tools:

Media list (appendix)

Evaluation: Press clippings and content analysis measured the number of articles

published as well as evaluated the presence of our three talking points in each

published article. Published articles were given a score relevant to the number of

talking points they communicated.

Tactic 2

Uncontrolled media: Press Kit, Media Alerts, Press Release

Strategy

Uncontrolled media was characterized by the involvement of press and reporters to

develop stories about All the Arts for All the Kids Foundation with limited control over

the content of the final message. The strategy related to this type of media was first to

establish newsworthiness through the Pins, Pots and Possibilities event, second to

pitch our key talking points, and finally to invite media outlets to the Pins, Pots and

Possibilities event. This was accomplished through the cretion of press kits

(appendix__), media alerts, and press releases.

To promote this newsworthiness, the Pins, Pots and Possibilities event was used to

pitch elements of action, consequence, effect, fame, prominence, proximity, and

unusualness.

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Elements of action pertaining to Pins, Pots and Possibilities included community

support in the form of donated time, money and art. The programs that All the Arts for

All the Kids Foundation provides for the students also presented a newsworthy angle

that Diligence Public Relation included in its media tactics.

Newsworthiness of consequence spoke to the results All the Arts for All the Kids

Foundation produces in arts education and in developing young minds.

Fame related to the celebrated artists who were featured at the Pins, Pots and

Possibilities event.

Prominence entails the reputation of the event among artists and the prominence of All

the Arts for All the Kids Foundation in the Fullerton community.

Proximity appealed to local media outlets. Finally, unusualness is relevant in the unique

nature of the All the Arts for All the Kids Foundation, being that it is the only program

that provides everyK-6 child in the district with a comprehensive arts education. The

very unique Learning Activity Bus (Arts LAB) was unveiled at the Pins, Pots and

Possibilities event, and is a first for the school district.

Strategically appealing to elements of newsworthiness through our Pins Pots and

Possibilities event and including our key talking points in these appeals increased the

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likelihood that stories were published about All the Arts for All the Kids Foundation.

Diligence Public Relations advance our goals and objectives through the inclusion of

our key talking points.

Evaluation: In order to measure message exposure press clippings of published

materials were to be collected and content analysis was to be measured both by the

number of published materials and the presence of our three talking points within each

article.

Objective 2: To increase the positive awareness of All the Arts for All the Kids

Foundation among a specific targeted sample of our key publics, specifically to measure

increased awareness in 20 local businesses/potential donors by December 1, 2008.

Strategy:

We identified specific community businesses with parallel characteristics to known

donating businesses. Once these businesses were identified, Diligence Public Relations

began to approach them as solicitors for All the Arts for All the Kids Foundation.

Specifically, donations that could be auctioned off at the Pins Pots and Possibilities

event were solicited. The strategy behind these solicitations was to incorporate our key

talking points into our presentations. This ensured that awareness of All the Arts for All

the Kids Foundation and the key messages related to this campaign were established

within the targeted businesses. This also provided an opportunity to create personal

contact with individuals, extend invitations to the Pins Pots and Possibilities event, and

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generally promote All the Arts for All the Kids Foundation as a local organization that

creates positive impacts on the community.

Tactic:

Solicitation packet and presentations

Solicitation packages included the following materials (See appendix ___)

FAQ (specific verbiage used at clients request)Fact Sheet (specific verbiage used at clients request)

Press Release

Schedule of Events

All the Arts for All the Kids Foundation Brochure (created by the Foundation)

Pins Pots and Possibilities Invitation (created by the Foundation)

Solicitation Presentations included the following key talking points:

The arts are crucial to the development of children.

All the Arts for All the Kids Foundation provides comprehensive arts education tostudents in the Fullerton School District.

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All the Arts for All the Kids Foundations success is made possible by continued

community support.

Tools: Parallel Business List

Known Donors Potential Fullerton Donors

APPLEBEES TGIF

ALBERTSONS RALPHS

BARNES & NOBLE BORDERS

BEN & JERRYS ICE CREAM BASKIN ROBBINS

BIKRAM YOGA YOGA TREE STUDIO

MUSEUM OF WESTERN HERITAGE FULLERTON MUSEUM CENTER

BREA CURTIS THEATER MAVERICK THEATER

CHOMP HANA SUSHI

BROWNSTONE CAF OLD SPAGHETTI FACTORY

HIDALGO CAF STEAMERS CAF

CAMELOT GOLFLAND GOLFERS PARADISE

CAYOTE HILLS GOLF COURSE FULLERTON GOLF COURSE

THE CELLAR THE MELTING POT

CLASSIC WINES OF CALIFORNIA LA CRUMBRE WINE TASTING

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DICK BLICK ART MATERIALS ARDVARK

CM SCHOOL SUPPLY TEACHER SUPPLIES

ADVANTAGE SLASE AND MARKET ALLSTATE INSURANCE

COPY GROUP OMNY COPY WAREHOUSE

CRANE ARCHITECTURAL GROUP BRECHTEL ARCHITECT

LACMA MOCA

LA FITNESS 24 HOUR FITNESS

LA MIRADA THAETER OF PA PREFORMING ARTS CENTER CSUF

BRIAN TORRES DESIGN HAYDEN DESIGNLUX SALON UNITY SALON

MIMIS CAF KNOWLWOOD

LUCKY FIND ANTIQUES BRICK BASEMENT

Evaluation:

A four point scale of message acceptance was used to measure the success of our

solicitation presentations:

4= Donation. After hearing our key messages and reviewing our solicitation packet

awareness of All the Arts for All the Kids Foundation, its cause, its impact, and its need

for community support elicits a donation. Positive awareness established.

3= Information request. After hearing the key messages associated to this campaign a

business agrees or requests to accept and review our solicitation package to become

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October 6-18Press Kit Delivery (pre event):

Press releases

Media alertsCalendar eventsArtist bios

October 18

-Event: Pins, Pots and Possibilities

October 19-26-

-Feature Articles Delivery (post event)

-Post Campaign Awareness Surveys.

October 27- December 1--Campaign evaluation.

EXECUTION

Solicitation packets were assembled in order to raise awareness among

surrounding businesses and collect donations from participating businesses. Solicitation

packets included; a fact sheet, timeline of the event, Pins, Pots and Possibilities, a

solicitation pitch letter, FAQ, event flyer, and a donation form. *some items contain

specific verbiage at the request of the client (See appendix_)

The assembled packets were presented to local businesses in order to raise

awareness about the Pins, Pots and Possibilities event, the All the Arts for All the Kids

Foundation and the importance of arts education in the classroom. Business cards were

collected in order to track the businesses that were contacted. (See Appendix_)

Questionnaires were designed using the textbook: Marketing Essentials. The

design was based on a scoring system that measured awareness and attitudes. The

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awareness that was measured included; arts education programs in the Fullerton

School District grades K through six, the All the Arts for All the Kids Foundation, and the

art auction Pins, Pots and Possibilities. The attitudes that were measured included the

importance of art education is to the academic success of students and the importance

of private donations for funding the art education programs. (See appendix _ )

Execution of press kit consisted of creating a media alert, press release,

company biography, and a schedule of the Pins, Pots, and Possibilities event. The

media alert contained a quick breakdown with information about the event describing

who, what, where, when and why. The media alert included a visual illustration from theclient. The press release in the press kit supplied further detailed information about the

foundation and the art auction. The company biography included a brief description of

the All the Arts for All the Kids Foundation. The biography explained what the

foundation provides and why arts education is important for the development of the

whole child. (See press kit in appendix __)

Five press kits were assembled and mailed two weeks before the All the Arts for

All the Kids Foundations 15th annual art auction Pins, Pots and Possibilities. The five

publications that were chosen to be mailed included; The Orange County Register, The

Los Angeles Times, The Fullerton Observer, ABC7 Broadcast Center, and KTLA-TV.

Both ABC7 and KTLA-TV were both directed to the North Orange County Community

News Desk. These media outlets were chosen to receive a press kit because of the

audience they reach. Our key publics identified in the situation analysis not only

included the Fullerton community, but also included the surrounding area. The client

requested coverage both inside and outside of the community. (See Appendix__ for

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media list) Press releases were emailed simultaneously with the press kits. (See

appendix_) In addition to the press release, a follow-up media alert was sent one week

before the event to all contacts on the media list. (See appendix_)

In addition to the media kits, press releases and media alerts, submissions to

event calendars were made to the following; OCnowEvents@cox.com,

agrenda@orangecoastmagazine.com, http://events.ocregister.com, and

http://www.dailypilot.com/calendar/submit/. Event information was submitted including

what artists were going to be there, if food was being offered, admission price, what

time the event started and ended and who was hosting the benefit. (See Appendix_ )The weekend before the event, Communications Manager, Nicole Grodesky,

visited the Daily Titan and met with the assistant editor and pitched a story idea on

Marsha Judd, co-founder of All the Arts for All the Kids Foundation and founder of the

art auction, Pins, Pots and Possibilities. The pitch was well received. After the event a

feature article was written by Nicole Grodesky and submitted along with photos of the

event also produced by Grodesky. The article hit front page of the Daily Titan on

October 20, 2008. This article was also posted on the Cal State Fullerton Daily Titan

web site including pictures and full text. (See Appendix_)

Press clippings were gathered after the event. In addition to The Daily Titan

article, an article was discovered in the Orange County Register titled Music Bus

Gearing Up For Tuneful Travels. The article contained newsworthy information that

was included in the media alert issued to the press prior to the event, Pins, Pots and

Possibilities. This article was also posted on the Orange County Register website with

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a different title, Music Bus Almost Ready For Tuneful Travels, but including same text

and pictures. (See Appendix_)

After the clients event, Pins, Pots and Possibilities, additional feature articles

were written by Diligence team members, Pricilla Colmenero and Krystal Rosado. Two

blogs were created in order to publish the articles.

A Blog was created on OCmoms.com. OCmoms.com is a supplement to the

online edition to the Orange County Register. The blog was created in order to reach a

latent public that was identified in our situation analysis. The second blog was created

using blogger. This blog was created for the client to use as for immediate stakeholdersand stake seekers as away to stay in the minds of publics that are invested. (See

Appendix__ )

There were a total of three articles written. The articles include an article written

by Nicole Grodesky about Marsha Judd and the Pin auction, Colmeneros article on

music in the classroom, and Rosados article on three generations of artist connected to

the Pin auction. (See Appendix_)

Grodeskys article targeted the audience at California State University, Fullerton.

The audience was identified in our situation analysis as publics associated with

philanthropy and major benefactors. These publics were identified as key publics and

were targeted to raise awareness.

Colmeneros article was focused on the All the Arts for All the Kids programs in

the school. She focused her story around a specific music teacher. She observed the

teacher and the children participating in the arts program. The article was created in

order to pitch to local newspapers and magazines. Publics identified to target with this

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article include our latent publics identified as teachers, parents and publics that support

art in the classroom. Additional publics to target were major donors and benefactors.

This audience was chosen to target because they are stakeholders and are essential to

the future of the foundation. The article was published on the All the Arts for All the Kids

blog page on blogger in order to stay in the minds of the foundations key publics.

The second article written by Rosado featured a story surround three generations

who participate in the art auction, Pins, Pots and Possibilities. The article was

published on OCmoms.com and the All the Arts for All the Kids blog page on blogger.

This article was created to highlight the community involvement surrounding the artauction. This article was created with the idea that everyone can be involved in the

event and there are no age limits.

A pitch to Ceramics Daily was made online to the editor. An email was received

describing further action required by Diligence. Due to time constraints further action

was not taken. (See pitch letter and response in Appendix__)

Upon the clients request, a collage of photographs (hot sheet) from the art

auction, Pins, Pots and Possibilities was created. The hot sheet highlighted all the

activities that took place at the event including; ticket sales, the live auction, the silent

auction, raffle tickets, the drum circle, the music bus and key participants at the event.

The hot sheet was posted on the All the Arts for All the Kids Foundations blog created

by the Diligence PR group. The hot sheet posting included a special thanks to the artists

that donated and all the people who support the foundation. The hot sheet was posted

on the blogger site, which targeted our key publics who were identified in our situation

analysis. (See Appendix _ )

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Diligence Public Relations conducted interviews with Lauralyn Eschner,

President of All the Arts for All the Kids Foundation, and Marsha Judd, Co-Founder of

the organization. These interviews were conducted through email and were used by the

Diligence team to gain a better understanding of the organizations background.

Questions included information about the original founders of the organization, the first

artists pin auction and how the foundation has evolved over the years. (See Appendix_

)

Obstacles that were encountered consisted of the time constraints surrounding

the deadline for donations. A letter of agreement was signed leaving the team withseventeen days to conduct research, develop a strategic public relations plan complete

with our solicitation packets. The time constraints were resolved by splitting up into

teams of two, and work was delegated based on availability of each team member.

An additional obstacle encountered was uncooperative businesses. The obstacle

pertaining to uncooperative businesses was resolved by taking the opportunity to

discuss key talking points in line with our goals in the strategic plan to raise awareness.

There was an obstacle encountered with fitting all the newsworthy information

onto one page for the media alert. The obstacle was resolved by deleting less important

information and resizing the illustration that was incorporated into the media alert.

The most significant obstacle that the Diligence team encountered was the major

economic downturn. The obstacle was resolved by suggesting to business owners to

donate a gift certificate, coupon or gift card to attract returning business.

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Team Member Duties

Krystle Rosado

As the Communications Manager, Krystle Rosado was responsible for a variety

tasks to keep relations between the media, sponsors and the client lucrative. In the

beginning of our endeavors for the All the Arts for All the Kids foundation, the group and

Rosado put together solicitation packets to hand out to potential sponsors who may

wish to donate to the Pins, Pots and Possibilities art auction. This included brochures,

flyers, business cards and contact information. Another responsibility was to survey

businesses in surrounding downtown Fullerton to ask if they are familiar with the All theArts for All the Kids foundation. Rosado and Priscilla Colmenero accumulated a total of

13 pre-event surveys. These surveys were later used to calculate the awareness

generated by the non-profit organization. Rosados biggest responsibility was to

interview different artists who have been involved with the non-profit organization to

create a feature article. This feature article entitled Multi-Generations of Art, was

intended for publicity purposes to highlight the Pins, Pots and Possibilities event and of

course the organization itself.

Melanie Getman

Administrative Director duties: Acted as a liaison between Diligence Public

Relations and All the Arts for All the Kids Foundation. Made contact with president,

Lauralyn Eschner, in person, on the phone or through email regularly. Had regular

meetings with co-founder, Marsha Judd, every Tuesday/Thursday. Provided constant

reminders to Diligence associates about meetings, assignment deadlines and article

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publishing. Getman was part of the street team that hit downtown Fullerton spreading

the word through solicitation packets, acquired donations for the event, Pins, Pots and

Possibilities, and conducted post evaluative surveys. Getman gathered a list of

volunteers to work at the event, Pins, Pots and Possibilities, volunteered working as a

cashier for the auction sales and asked for email contacts from the guests during the

event. Lastly, she contributed in writing the plan developing the target publics and

situational analysis.

Priscilla Colmenero

Colmenero is the Arts Director for Diligence Public Relations within this

semester; Colmenero has contributed her talents and ideas in various forms. She

helped to collaborate on their clients PR plan and has written press releases and new

releases for their clients organization. She has helped with some of the photography

artwork that had to be done for their clients live auction event, Pins, Pots, and

Possibilities. Colmenero also helped some of her group members in getting donations

and advertisements for their client. And along with helping to create Diligence Public

Relations survey questions, she also completed all of the pre-surveys in Downtown

Fullerton area. Last but not least, Priscilla observed one of the All the Arts for All the

Kids music lessons at Beechwood Elementary and wrote a feature article on it.

Holly Cobb

Event Director, Holly Cobb, assisted in coordinating all events conducted by

Diligence Public Relations. This included locating business in the Downtown Fullerton

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area to target with solicitation packets and surveys. She volunteered at the event, Pins

Pots and Possibilities and conducted interviews with local artists and philanthropists.

Cobb contributed multiple hours planning the background of the Diligence Public

Relations campaign, focusing on the research and situational analysis. Cobb

participated in writing and editing the survey including all taking points created by

Diligence Public Relations. She was also part of the street team that hit Downtown

Fullerton visiting a total of 62 businesses.

Jonathan Barba

Executive Director Jonathan Barba was the figurehead of the Diligence Public

Relations team. He worked efficiently and effectively with the group developing the PR

plan that was presented to the client. He was in charge of developing the goals,

objectives, strategies, tools and tactics. Barba also delegated tasks to other team

members making sure all deliverables were completed on time and contained the three

main talking points. He was part of the street team that delivered solicitation

presentations in Downtown Fullerton and also surveyed local businesses in the area.

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EVALUATION

The public relations goal established by Dilligence Public Relations and All the

Arts for All the Kids Foundation was to expand positive awareness of All the Arts for All

the Kids Foundation among our key publics, specifically those publics which are likely to

donate to the organization. This goal was set with the awareness of potential funding

shortfalls for the All the Arts for All the Kids Foundation due to statewide budget deficits.

Through a media and grassroots public relations campaign, Diligence Public Relations

sought to bolster local support of the Foundation, and position All the Arts for All theKids Foundation within the awareness of its likely donating publics.

In pursuit of our first campaign objective - To increase positive awareness of All

the Arts for All the Kids among a mass sample of our key publics; specifically to have

strategic information about All the Arts for All the kids Foundation published in 10 local

media outlets by December 1, 2008- All the Arts for All the Kids Foundation was

promoted through a media campaign that generated 11 published media materials in

newspapers, blogs, and online calendars. These publications included the OC

Register, the front page of California State University, Fullertons newspaperTheDaily

Titan, and Orange Coast Calendar. Overall, five of the published articlesincluded all

three of the campaigns key messages and another four contained two of these key

messages. These figures reflect that the campaigns goal of increasing awareness

about All the Arts for All the Kids Foundation and was successful. Please see appendix

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for a summary of published articles and the number of key talking points each article

included. (Appendix___)

The campaign was successful in achieving its second objective of bolstering local

support through our grass roots campaign of soliciting local businesses for contributions

while simultaneously fostering positive awareness of All the Arts for All the Kids

Foundation through person direct contact.

A four-point scale of message acceptance was used to measure the success ofour solicitation presentations:

4= Donation. After hearing our key messages and reviewing our solicitation packet

awareness of All the Arts for All the Kids Foundation, its cause, its impact, and its need

for community support elicits a donation. Positive awareness established.

3= Information request. After hearing the key messages associated to this campaign a

business agrees or requests to accept and review our solicitation package to become

more familiar with All the Arts for All the Kids Foundation, its cause, its impact and its

need for community support. Awareness is established.

2= Key Messages. Completed presentation of key messages. Cursory awareness of All

the Arts for All the Kids Foundation is established.

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1=Busy, No interest. Presentation is unsuccessful in presenting our key messages. No

awareness established.

Solicitation presentations were delivered to the following local Fullerton businesses, and

their respective level of awareness from the presentation is listed below.

1. Frucci Yogurt- 1

2. Wahoos- 2

3. Caf Hidalgo- 34. Stadium Tavern- 3

5. Lollicup- 3

6. David Fox Special Tees- 3

7. Yoga Tree Studio- 4

8. Hibbleton Art Gallery- 2

9. Zings- 1

10. Revolucion- 4

11. Brannigans- 4

12. Roman Cocina- 4

13. Anilisa-

14. Frutti Gelato Caf- 2

15. Fullerton Community Bank- 4

16. Bobs Ace Hardware- 3

17. Florentines- 4

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18. Starbucks Coffee- 1

19. Spadra- 1

20. Rialto Caf- 3

21. Knowlwood- 1

This four-point scale was meant to measure the success of our solicitation

presentations by the level of awareness that we created in local businesses. We

achieved our goal of presenting to 20 local businesses.

We found that these solicitation packets were very well received and many

organizations were more than happy to donate for this wonderful cause. Most

importantly, all of our key talking points were presented to the majority of each of these

organizations. Everyone whom we spoke with, whether they made the choice to donate

or not, became aware not only of the Pins, Pots and Possibilities event, but of the All

the Arts for All the Kids Foundation as well. This awareness will pave the way for All the

Arts for All the Kids Foundation in the years to come and will create increased

inclination for businesses to donate in the future.

A pre and post campaign survey of awareness related to All the Arts for All the

Kids Foundation was implemented to measure awareness changes in the community.

The survey measured awareness of the following topics: All the Arts for All the Kids

Foundation name recognition, awareness of the Pins, Pots and Possibilities event,

awareness of the positive impact of arts education on student development, awareness

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of the presence of comprehensive arts education within the Fullerton School District,

and awareness of the need of community support to continue a comprehensive arts

education in the Fullerton School District. Kevin Nicholas, a UCLA Statistics Graduate

Student, offered his time to Diligence Public Relations and All the Arts for All the Kids

Foundation,pro bono. He created a statistical analysis of our survey results that

showed, the trends of significant decreases of unawareness (72.7% of pre-campaign

sample to 41.4% post-campaign sample as well as significant increases in the

somewhat aware and aware [categories] lend themselves to the conclusion that the

impact of Diligence Public Relations campaign is practically significant. (See Appendix_ for full report).

Diligence Public Relations was fortunate in the fact that All the Arts for All the

Kids Foundation did not have expenses for the materials we were responsible for. Since

the Foundation is part of the Fullerton Unified School District, all material such as

printing, paper, postage, etc was available at no cost. All the Arts for All the Kids had

generous donors who volunteer their services, such as graphic design, food, and

equipment at no cost to the Foundation.

Our timeline for our campaign was relatively simple and easy to follow. This

allowed for no deviations from the original timeline. We should have included a timeline

in the beginning of when to send out press releases and pitch letters for organizational

purposes, but not having one did not hinder us from this obstacle.

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ACCUMULATED HOURS OF DILIGENCE PUBLIC RELATIONS

Team Member Billable Hours Non-Billable Hours Total

Nicole Grodesky 30 16 46

Melanie Getman 41 32 73

Jonathan Barba 40 25 65

Holly Cobb 42 30 72

Pricilla Colmenero 23 23 46

Krystal Rosado 20 16 36

Total Diligence Hours: 338

When Diligence accounts for their 338 working hours combined with 11

published media materials, 21 solicitation presentations, an increase in Pins, Pots, and

Possibilities event turnout by 150 people, allows Diligence Public Relations to call their

campaign for All the Arts for All the Kids Foundation a success in increasing awareness.

Diligence Public Relations is supported in their conclusions by a positive pre/post

campaign survey analysis.

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CONCLUSION

Diligence Public Relations ran a broadly successful campaign. We proved to

generate an increased awareness of All the Arts for All the Kids Foundation. We were

able to generate a higher attendance at the Foundations main fund raising event, Pins,

Pots and Possibilities by 150 guests as compared to last year. Our survey results prove

to have increases an awareness of the Foundation throughout the community. The main

problems that we encountered mostly were due to our publics financial staus. Due tothe current state of the economy, many businesses we spoke with were not in the

position to donate their services to Pins, Pots and Possibilities. We also dealt with

conflicting schedules, as any group of six people would expect to encounter. Diligence

PR handled this obstacle by making sure we communicated nonstop via email and

phone. Due to the hard work and tedious efforts the Foundation, along with each team

member, was willing to put forth, Diligence was able to run a smooth and effective

public relations campaign for All the Arts for All the Kids Foundation.

All the Arts for All the Kids Foundation is a foundation that continues to grow

each year. If Diligence PR were to be a partner with the Foundation again next year,

actions can be taken to create a more robust public relations campaign. Diligence

Public Relations would seek to compile a more comprehensive list of all donators who

have contributed in the past to aid us in seeking future donations. We would also target

larger publications, seeking national coverage of the Pins Pots and Possibilities event.

The event, Pins, Pots and Possibilities is a well-known event throughout the

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community, but Diligence would seek to create a comprehensive contact list of people

who attend the event each year. This contact list would be used to alert attendees of

new information as well as keep the Foundation in their minds throughout the year as

opposed to the time of year for the event. Diligence Public Relations teams is humbled

by the vast amount of information we learned about the practice of public relations

throughout the course of this campaign.

As a student public relations firm Diligence Public Relations worked effectively in

creating and executing a campaign for All the Arts for All the Kids Foundation. While

our organization made significant progress in establishing precedent for future publicrelations campaigns within, the firm has also identified that All the Arts for All the Kids

Foundation would benefit greatly from ongoing public relations efforts. In anticipating

future growth, and preparing for potential financial shortcomings, an ongoing or

reoccurring public relations campaign would better position All the Arts for All the Kids

Foundation to remain a remarkable leader of comprehensive arts education in the

Fullerton School District. While focusing on local and broad publics, like our campaign

has done, All the Arts for All the Kids Foundation will be able to motivate its local base

while expanding their unique program into unaware publics. In conclusion the

application of public relations tactics proved to be an effective tool for increasing

awareness of All the Arts for All the Kids Foundation and our firm recommends that our

client continue to pursue public relations as a cost effective promotion of support for

their organization.

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Citations

Smith, Ronald D. (2005). Strategic Planning for Public Relations. New Jersey: Lawrence

Erlbaum Associates, Inc.

Judd, Marsha. (2008, September). Personal Interview.

Eschner, Lauralyn. (2008, October). Personal Interview.

All the Arts for All for All the Kids Foundations website provided the comprehensive

information used in writing this public relations plan. (www.allthearts.org).