8/4/2019 AAAK PLan

1/20

1

INTRODUCTION:

The following introduction information was gathered from www.allthearts.org and

through exhaustive interviews of Lauralyn Eschner and Marsha Judd, co-

founders of All the Arts for All the Kids Foundation.

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

provide arts education to kindergarten through eighth-grade students in the

Fullerton School District. All the Arts for All the Kids Foundation provides this

arts education in the form of in class arts lessons, mobile Learning Activity Buses(Arts LAB) and teacher grants for art projects. (allthearts.org)

All the Arts for All the Kids Foundation is unique among local arts education

programs because of the comprehensive nature of its arts lessons. Currently All

the Arts for All the Kids Foundation funds 24 art lessons for every kindergarten

through sixth-grade student in the Fullerton School District. This program

includes 6 lessons from each discipline of music, theater, dance and visual arts.

Additionally these lessons are taught by professional artists donating their time to

the cause of arts education. (Judd)

All the Arts for All the Kids Foundation also funds the Learning Activity Bus (Arts

LAB) program which converts school busses into traveling arts education

learning stations. Two Arts LABs are currently deployed in the Fullerton School

8/4/2019 AAAK PLan

2/20

2

District, a theatre Arts LAB, a video production Arts LAB, and a third music Arts

LAB will be join the convoy this year. (allthearts.org)

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

seventh and eight 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. (allthearts.org)

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

can be 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 and in response to this trend All the Arts for All the

Kids Foundation is seeking to move towards generating greater support among

its non government funding. (Judd)

8/4/2019 AAAK PLan

3/20

3

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. (Judd)

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 for All the Kids Foundation. Part of the

8/4/2019 AAAK PLan

4/20

4

organizations goals is to stabilize funding through increased private donations

and a movement away from dependence on public funds. (Judd)

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 the form of a slow economy reducing both public funds andphilanthropic 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

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 wholly 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.

8/4/2019 AAAK PLan

5/20

5

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 public government funding

for arts education in the Fullerton School District being cut and undermining the

efforts of All the Arts for All the Kids to provide comprehensive arts education.

POSITION STATEMENT:

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

of peoples minds, 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.

KEY MESSAGES:

The arts are crucial to the development of children.

8/4/2019 AAAK PLan

6/20

6

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: A key public to our organization because they provide the funding

to the foundation and its comprehensive arts education. This target public

includes private individuals, community businesses and organizations.

Private Individuals

Parents: A key target public because their children benefit from All the Arts for All

the Kids Foundation. Parents have stake in the organization because the

Foundation offers higher learning through art that increases student

performance. Parents include key publics who are aware and unaware of the

Foundation.

Socioeconomics: Parents range from all backgrounds including educated

and uneducated with low to high incomes.

8/4/2019 AAAK PLan

7/20

7

Media channels for parents include 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 want to see their money put to good use.

Philanthropists tailor their donations according to their special interests.

Socioeconomics: Upper class and educated.

Media Channels include major newspapers, financial publications like the

Wall Street Journal, various magazines, television news outlets and

publications specific to their trade or profession. Philanthropists are more

active in seeking information independently then other publics.

Community Leaders: Community leaders range from school principles, politiciansand presidents of active community organizations like the Rotary club. These

community leaders are motivated by creating a public image associated with

promoting good deeds in the community.

Media materials include variety of news publications, political publications,

local publications, and newsletters.

Socioeconomics: Middle class and up.

8/4/2019 AAAK PLan

8/20

8

Community Organizations:

These organizations have 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)

Their motivations in supporting All the Arts for All the Kids Foundation will be the

fulfillment of their unique mission statement.

Community Businesses:

Local community businesses have a stake in All the Arts similar to community

organizations. These businesses promote goodwill in the community and

therefore create a relationship with their customers through a good public image.

Community businesses rage from restaurants, chiropractic offices, yoga studios,

hardware stores, and furniture stores. Their motivations are advertising and

public relations.

Socioeconomics: Local business trend to be smaller with little to no budget

for advertising. They do however have a special interest in donating to

non-profit organizations for tax write off purposes.

8/4/2019 AAAK PLan

9/20

9

Art Community:

Artists are a key public as they donate art to the Pins, Pots and Possibilities

Event, instruct students in art lessons and bring world-class talent to the

organizations arts programs. Through our public relation campaign we seek to

increase the reputation of All the Arts for All the Kids and the Pins, Pots and

Possibilities event in order attract even more artists recognition and support for

the foundation.

General Public:

This is a key public because this group allows for the expansion of knowledge

and attitudes about All the Arts for All the Kids Foundation into previously

unaware publics.

Public Relations Goal:

Expand positive awareness of All the Arts for All the Kids Foundation among our

key publics.

8/4/2019 AAAK PLan

10/20

10

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 1st 2008.

Strategy: Develop media materials associated with this years Pins, Pots and

Possibilities event designed to exploit the characteristics of local controlled and

uncontrolled media.

Controlled media: Strategies for publication and increasing awareness.

Controlled media allows for control over messages, content, timing, presentation,

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

Essentially controlled media allows 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 are the publishing of feature articles and community

calendar postings. Our strategy for gaining publication of these media materials

is to create angles about the Pins, Pots and Possibilities event that are tailored

to human interest, proximity, and impact. Also the Pins, Pots and Possibilities

event is to be used as a strategy in pursuit of postings in community or arts

calendars to create the opportunity for another controlled message.

8/4/2019 AAAK PLan

11/20

11

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

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

controlled communications will be. To advance the objectives and goals of this

campaign each of our key talking points will be imbedded within each feature

article and calendar posting. This strategy maximizes the probability that

materials about All the Arts will be published in a controlled context, and exploits

that control to ensure that our key messages are present in these media

materials for the advancement of our awareness goal and objectives.

Tactics:

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, will illustrate the labor of love that the

8/4/2019 AAAK PLan

12/20

12

foundation thrives on. This interview will tie 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 provides the opportunity to

highlight the artists and patrons who make this event possible as well as discuss

the impact that this fundraiser has within All the Arts for All the Kids Foundation,

how it benefits children and the community at large.

Characteristics: Broad audience, appeals to human interest, proximity.

Evaluation: Press Clippings and content analysis will measure the number of

articles published as well as evaluate the presence of our three talking points in

each published article. Published articles will be given a score relevant to the

number of talking points they communicate.

Tools: Orange County Register: Fullerton News Tribune, Los Angeles Times:

Orange County Local Edition, Daily Pilot: Costa Mesa and Newport Beach,

Fullerton Observer, The Daily Titan, Orange Countys Online Magazine, Art in

America, The Artist's Magazine, Ceramics Monthly magazine (CM)

8/4/2019 AAAK PLan

13/20

13

Uncontrolled media: Strategies for publication and increasing awareness.

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

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

over what the final message will be. The strategy related to this type of media is

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.

To promote newsworthiness, the Pins, Pots and Possibilities event will be used

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

and unusualness. Elements of action pertaining to Pins, Pots and Possibilities

include community action to support All the Arts as well as the actions taking

place within the foundation and at the Pins, Pots and Possibilities event.

Consequence will speak to the results Pins Pots and Possibilities produces in

arts education and in developing young minds. Fame relates to the celebrated

artists who will be featured at the Pins, Pots and Possibilities event.

Prominence will entail the reputation of the event among artists and the

prominence of All the Arts in the Fullerton community. Proximity will appeal to

local media outlets. And finally unusualness is relevant in the unique nature of

the All the Arts Program, and the very unique Learning Activity Bus (Arts Lab)

that will be unveiled at the Pins, Pots and Possibilities event.

8/4/2019 AAAK PLan

14/20

14

Strategically appealing to elements of newsworthiness through our Pins Pots

and Possibilities event and including our key talking points in these appeals will

increase the likelihood that stories are published about All the Arts for All the Kids

Foundation and that these stories will advance our goals and objectives through

the inclusion of our key talking points.

Tactics:

Press KitsBackgrounder

Media Alert

Press Release

Schedule of the Event

Evaluation: Press Clippings and content analysis will measure the number of

articles published as well as evaluate the presence of our three key messages.

Articles will be rated based on how many key messages they feature.

Tools: Orange County Register: Fullerton News Tribune, Los Angeles Times:

Orange County Local Edition, Daily Pilot: Costa Mesa and Newport Beach,

Fullerton Observer, The Daily Titan, Orange Countys Online Magazine, Art in

America, The Artist's Magazine, Ceramics Monthly magazine (CM)

8/4/2019 AAAK PLan

15/20

15

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 1st.

Strategy:

Identify specific community businesses with parallel characteristics to known

donating businesses. Once these businesses are identified Diligence Public

Relations will approach them as solicitors for All the Arts for All the Kids

Foundation, specifically donations that can be auctioned off at the Pins Pots and

Possibilities event will be solicited. The strategy behind these solicitations is to

incorporate our key talking points into our presentation. This will ensure that

awareness of All the Arts for All the Kids Foundation and the key messages

related to this campaign are established within targeted businesses. Also, this

provides an opportunity to create personal contact with individuals, extend

invitations to the Pins Pots and Possibilities event, and generally promote All

the Arts for All the Kids Foundation as a local organization providing positive

impacts to the community.

Tactic:

8/4/2019 AAAK PLan

16/20

16

Solicitation packet.

FAQ

Fact Sheet

Press Release

Schedule of event

All the arts Brochure

Pins Pots and Possibilities invitation

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

8/4/2019 AAAK PLan

17/20

17

CAMELOT GOLFLAND GOLFERS PARADISE

CAYOTE HILLS GOLF COURSE FULLERTON GOLF COURSE

THE CELLAR THE MELTING POT

CLASSIC WINES OF CALIFORNIA LA CRUMBRE WINE TASTING

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 ARCHITECTLACMA AMOCA

LA FITNESS 24 HOUR FITNESS

LA MIRADA THAETER OF PA PREFORMING ARTS CENTER CSUF

BRIAN TORRES DESIGN HAYDEN DESIGN

LUX SALON UNITY SALON

MIMIS CAF KNOWLWOOD

LUCKY FIND ANTIQUES BRICK BASEMENT

Evaluation:

A four point scale of message acceptance will be 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,

8/4/2019 AAAK PLan

18/20

18

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. Cursoryawareness of All the Arts for All the Kids Foundation is established.

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

messages. No awareness established.

Evaluation continued

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

the Kids Foundation will be implemented to measure awareness changes in the

community. The survey will measure awareness of the following topics; All the

Arts for All the Kids Foundation name recognition, Pins, Pots and Possibilities

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

development, awareness of the presence of comprehensive arts education within

the Fullerton School District, and awareness of the need of community support to

continue comprehensive arts education in the Fullerton School District.

8/4/2019 AAAK PLan

19/20

19

Timeline:

2008

September 15Client letter of agreement

September 15-30Research-Write public relations plan.

September 30- October 3Solicitations

October 3- October 13Pre Campaign Awareness Surveys

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

Press releasesMedia 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.

8/4/2019 AAAK PLan

20/20

20

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 thecomprehensive information used in writing this public relations plan.

(www.allthearts.org).