cdtc final campaign report with cover page
TRANSCRIPT
Annual Holiday Toy Drive Public Relations Campaign
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Table of Contents
Challenge ................................................................................................................................ 3
About Children’s Diagnostic & Treatment Center ......................................................... 3
Internal Environment ............................................................................................................ 6
Campaign Background ......................................................................................................... 7
Planning ................................................................................................................................ 12
Results ................................................................................................................................... 16
Conclusion ............................................................................................................................ 19
Goal ........................................................................................................................................ 20
Objectives ............................................................................................................................. 20
Messages ............................................................................................................................... 21
Theme .................................................................................................................................... 22
Channels ................................................................................................................................ 22
Strategies .............................................................................................................................. 22
Tactics .................................................................................................................................... 23
Evaluation ............................................................................................................................. 27 Appendix
Client Style Guide ................................................................................................................ 32
Initial Client Interview ........................................................................................................ 33
References- Background Research .................................................................................. 38
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Primary Research Method ................................................................................................. 39
Survey Results ...................................................................................................................... 41
Palm Card .............................................................................................................................. 46
Social Media Calendar ........................................................................................................ 47
Social Media Posts .............................................................................................................. 47
Press Release ........................................................................................................................ 51
Media Pitch ........................................................................................................................... 53
Media Contact List .............................................................................................................. 54
Distribution of Survey on Social Media ......................................................................... 55
Social Media Post Images ................................................................................................. 56
Flyer for NSU promotion ................................................................................................... 58
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Challenge
I have the challenge of increasing awareness for the Children’s Diagnostic &
Treatment Center, Inc. and the healthcare services it provides, therefore, increasing
funding, as well as its year-round donors. A public relations campaign is needed to
help community members, volunteers, donors and staff understand that the
Children’s Diagnostic & Treatment Center is a 501(c)(3) nonprofit organization that
requires donations, monetary and in-kind, to continue the major role it plays in
providing healthcare services to some of Broward County’s neediest children.
About Children’s Diagnostic & Treatment Center
The Children’s Diagnostic & Treatment Center is part of the Broward Health
system and began serving the Broward County area in 1983 with the mission to
promote the optimal health and well-being of children and youth with special
healthcare needs by providing family-centered, comprehensive prevention,
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intervention and treatment services within a medical home environment. The center
is dedicated to providing healthcare services to children ages 0 – 24 who have
developmental disabilities, handicapping conditions and have been exposed to or
contracted AIDS and/or HIV. The CDTC was established as the follow-up program for
the state’s Regional Perinatal Intensive Care Center system, which “specializes in the
care of pregnant women and newborns at risk for disease, disability or death.” The
CDTC has grown to be one of the largest children’s agencies in South Florida, and it
serves over 11,000 children and youth annually. The center’s focus has always been
to provide medical care, case management, social services and other types of
intervention to children and adolescents with chronic illnesses and developmental
disabilities and to provide support and education to their families. The CDTC’s vision
is to serve as a Center of Excellence that inspires and supports the optimal potential
of its community’s children with special health care needs through care, education,
research and collaboration. The CDTC strives to provide services responsive to the
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needs of vulnerable children that are coordinated, family-centered and offered
within a culturally competent, community-based environment.
The CDTC offers a wide array of services for families in need:
x Early Steps (0 - 36 months) provides multidisciplinary evaluations for children
with developmental disabilities or handicapping conditions and provides
educational support and therapeutic interventions.
x Comprehensive Family AIDS Program (CFAP) is a “one-stop” location for
medical care, emergency assistance, access to research, mental health services
and special activities.
x The CDTC is actively involved in research to help find new and innovative
ways to treat its children and support their families while offering primary care
services.
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x Extraordinary Children, Healthy Outcomes (ECHO) program allows families to
receive primary care services from pediatricians, social workers and other
specialists.
x The Lift a Child to Health (LCH) program helps to navigate healthcare system,
makes referrals and appointments for CDTC children.
x The Dental Clinic opened in 2014 and its services include: exams, cleanings,
sealants, fluoride treatments, restorations, extractions and other procedures.
The CDTC had a goal of raising $1 million during the 2015-2016 fiscal year,
and it received $833,000 in total donations. The donations to the CDTC were
combined to include in-kind and monetary donations. There was a total of 618
monetary donors, which included individuals and businesses.
Internal Environment
Community service is central to the mission of the CDTC and a board of
directors governs the corporate affairs to ensure the mission is met. The 15-member
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board forms the executive team. The executive board is selected after an approval
process and then confirmed by vote. The board members are volunteers and can be
suggested by donors, staff or families of CDTC. Board members can serve a total of
two consecutive terms of three years. In 2014, Dr. Ana E. Calderon Randazzo was
promoted from assistant administrator to executive director by president and CEO of
Broward Health, Frank Nask. In addition to the Board of Directors, CDTC has an
eight-member executive team. CDTC also has a management team and a clinical
team.
Campaign Background
Since 1983, the CDTC has been committed to making sure that each holiday
season is one that is memorable for the children and their families. The CDTC has
hosted its annual holiday toy drive in its current format for seven years. However, it
has always hosted some form of the toy drive since 1983 in order to provide gifts to
needy children and their families. Beginning in October, the CDTC accepts monetary
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donations from businesses and members of the community that are allocated to
fund the toy drive. Each year in December, CDTC brings each child being treated by
CDTC and his or her family to Santa’s Toy Shop to browse and pick out 2-3 toys of
their choice. Additionally, CDTC allows the siblings of each child being treated at
CDTC to also enjoy shopping for a few toys of their choice.
Last year, the toy drive saw lower toy and monetary donations. The CDTC was
forced to spend mission money, money the organization allocates for non-event
expenses, in the amount of $10,000 to fund Santa’s Toy Shop, however, it was able
to provide 2,500 patients and their siblings toys. Director of Development Jessica
Vones said this is not typical of the toy drive and is committed to ensure donations
are made solely to the toy drive so that mission money is not used toward the
purchase of toys for the children. She is confident this is an attainable goal and is
committed to seeing it through in the 2016-2017 fiscal year.
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A main complication to the campaign is that there is no available budget for
advertising. The CDTC also has a limited staff with limited resources to carry out any
type of marketing or advertising for its year-round efforts or the Annual Toy Drive.
The CDTC needs to work on engaging the community on a year-round basis. Aside
from word-of-mouth by way of current employees and CDTC families, Facebook is
the only other source of communication within the community. The Facebook page
has not been heavily promoted aside from its current employees’ ability to share
CDTC’s page to their friends via social media. The CDTC updates the page regularly
with its current events and fundraising efforts. The CDTC does not have Instagram,
Snapchat or a Twitter account. The CDTC’s Facebook page has 1,535 likes and
information and photos that are regularly updated by selected staff members. As of
Sept. 24, 2016, there are several events on the Facebook page that are being shared,
however, CDTC makes no mention of the Annual Toy Drive event set to take place
Dec. 21, 2016. The CDTC has enlisted Pierson Grant as its public relations firm, but
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Pierson Grant does not seem to have any dealings with the social media page of
CDTC.
In fiscal year 2015-2016, aside from the toy drive donations, CDTC received
$833,000 which was short $167,000 from its goal of $1 million. The donation goal
for fiscal year 2016-2017 between $1.2 million and $1.4 million. CDTC would like to
increase its donations by $500,000 from 2015-2016 to 2016-2017, which would allow
it to meet its goal.
The CDTC has a comprehensive annual appeal for soliciting donors. It breaks
down how each donation can be used to help treat children in need. The following
is an example of what a small or large donation can do for a child or children in
need: “Your investment of Time, Treasure and Talent helps CDTC create a brighter
future for thousands of children and families. Here are some examples of how your
contribution can make a difference:
x $10 allows the Pediatric Primary Care Clinic to provide children’s Ibuprofen
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when families cannot afford the cost.
x $20 helps provide baby food and formula to families in need.
x $50 covers a child’s dental visit including exam, cleaning and x-rays.
x $100 ensures a child receives their primary care wellness visit.
x $250 fills the diaper bank for one month; supporting the health and
wellness of our most vulnerable children.
x $500 stocks the Center’s Food Pantry for a month and provides families
with basic nutritional needs.
x $1,000 ensures state-of-the-art-technology is available to deliver the
highest quality of care through the Medical Equipment Fund.
x $2,500 supplements the cost of a single HIV+ research participant for a
year, as part of our mission for a cure. Every donation helps ensure that
CDTC can continue providing services to the thousands of children in our
care.”
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Planning
Background Research
Initial Client Interview
I had a one-on-one interview with Nicole Drone, development and
communications specialist at CDTC. She was emailed the questions ahead of time so
she could prepare. During my interview with Nicole, we discussed the history of the
annual holiday toy drive and the exact financial figures for the organization as a
whole as well as specifically for the annual holiday toy drive. We discussed realistic
goals for improving the number of year-round donors as well as improving annual
donations. Nicole verified how the board members are selected and how long they
can serve on the board. We discussed that while there is no national competition,
there are similar organizations that treat children in need in their respective cities
and states (please see Appendix B for the complete interview).
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Archival Research
On CDTC’s website there are eight annual reports listed. Please see complete
list in Appendix B). (I am waiting on copies of previous years press releases for the
toy drive.)
Mass Media Sources
The CDTC was featured in the Sun Sentinel on April 21, 2014, to announce
the promotion of Dr. Ana Randazzo to executive director of CDTC. In 2014, CDTC
was featured on Pediatric HIV/AIDS Cohort Study’s (PHACS) website as a featured
clinical site for its continued research and treatment of children affected by or living
with HIV or AIDS. In 2014, Boca Life magazine featured a short list of CDTC’s
upcoming fall events. However, the toy drive was not listed.
Historical Research and Case Studies
Database and Internet Sources
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I did not find any examples from this category (and the heading was
eliminated from the proposal).
Government Sources
I did not find any examples from this category (and the heading was
eliminated from the proposal).
University and Scientific Studies
I did not find any examples from this category (and the heading was
eliminated from the proposal).
Priority Audiences
I have established that the priority audiences of this campaign are the
business owners and residents in the Broward County community, pediatric patients
at Broward Health Medical Center locations, parents of children at local elementary
schools, as well as local daycare centers.
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Primary Research
I conducted an online and in-person survey to gauge awareness of the CDTC
and the services it offers. Google Forms was used to create and administer the
survey and analyze the data. The survey consisted of demographic questions, such
as age, gender and county of residence, as well as dichotomous “yes” or “no”
questions. Respondents were then asked if they know about the CDTC’s services
using the dichotomous “yes” or “no” questions. Respondents who selected “no” to
not being aware of the CDTC’s services, were then re-directed to the donation
section of the survey, bypassing the services awareness section. Respondents who
selected “yes,” were then asked to answer dichotomous “yes” or “no” about the
CDTC’s parent company Broward Health System. Respondents were asked a variety
of questions such as multiple choice questions, such as dichotomous “yes” or “no”
questions, multiple response questions and likert scale questions. The survey used a
convenience sample and was distributed via my personal Twitter and Facebook
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accounts. I also administered the survey to NSU undergraduate students in my PHIL
3200 class on Nov. 3 at 5:10 p.m. and in my HUMN 3010 class on Nov. 4 at 1:55
p.m.
The purpose of the survey was to gauge the local community’s awareness of
the CDTC and the services it offers.
Results
Overall, most of the participants were not aware of Children’s Diagnostic &
Treatment Center’s existence even though almost half of the participants resided in
Broward County. The survey results were, specifically, as follows: of the 48
participants, 47 responses were recorded. One, by hand, survey was not filled out
completely and, therefore, could not be used in the analyzation. Out of 47
participants, 70% were female and 30% were male. The age breakdown was as
follows: Under 18, 2%; ages 18-25, 51%; ages 26-32, 21%; ages 33-39, 9%; ages 40-
50, 9%; and over 50, 9%. The ethnicity breakdown was as follows: Native
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American/American Indian, 0 respondents, African American/Black, 11%;
Hispanic/Latino, 13%; Caucasian/White, 72%; Asian/Pacific Islander, 4%. Out of the
47 respondents, 49% resided in Broward County, 4% resided in Miami-Dade County,
30% resided in Palm Beach County and 17% resided in “Other county in Florida.”
Out of the 47 respondents, 64% had not heard of the CDTC versus 36% of
respondents who had heard of the CDTC. The 17 respondents were then re-directed
to additional questions if they “were aware that Broward Health was the parent
company of the CDTC.” Twenty-nine percent were aware that Broward Health was
the CDTC’s parent company and 71% were not aware that Broward Health was the
CDTC’s parent company. Those same 17 respondents were also asked if they “were
aware that the CDTC is partially funded by community donations.” Thirty-five percent
were aware and 65% were not aware that the CDTC was partially funded by
community donations. When the 17 respondents were then asked to “check all that
applied,” on the CDTC services they were aware of, 35% were aware of Early Steps;
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24% were aware of the Comprehensive Family AIDS Program; 47% were aware of
research; 59% were aware of the Primary Care Clinic; 12% were aware of ECHO; 12%
were aware of Lift a Child to Health; 6% were aware of Transitioning Adolescents
Forward into Tomorrow; and 0% were aware of the Dental Clinic. The same 17
respondents were asked if they “had ever used one of the CDTC’s services,” 12% of
respondents said “yes,” and 88% said “no.” There were only 16 (94.1%) respondents
who answered whether they “were aware that the CDTC had a Facebook page” or
not aware. Fifty percent were aware of the CDTC’s Facebook page. There was 1
response that was not recorded for this question of the original 17 respondents that
answered “yes” their awareness of the CDTC. When asked if they knew “the CDTC
holds an annual toy drive for its patients,” out of the 17 respondents, 47% knew
about the toy drive. This showed that the CDTC does not have a good community
awareness of the annual holiday toy drive. All 47 respondents were asked to gauge
their level of desire to donate to the CDTC on a scale of 1 to 5, with 1 being
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“Strongly Disagree,” and 5 being “Strongly Agree.” The mean for this response was
3.5. Two percent of respondents reported that they had previously donated to the
CDTC. Lastly, the 47 respondents were asked to select a range based on the dollar
amount they felt they may be able to contribute to the CDTC. Generally, the
donation amount fell between $0-$25 in which 79% of respondents selected this
range.
Conclusion
Generally, the overall awareness of Children’s Diagnostic & Treatment Center,
Inc. and its services is low. Most Broward County residents have not heard of the
CDTC or its annual holiday toy drive. However, of the respondents who were aware
of the CDTC, I was surprised to learn the most known services at the CDTC were the
primary care clinic, research and Early Steps. There seemed to be a glitch with one
of the data sections which was noted in the results. I do feel that the lack of
awareness may be directly related to the lack of coverage and marketing of the
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annual holiday toy drive, as well as a lack of advertising budget. In future research, I
would suggest asking how respondents heard about the specific services they were
familiar with.
Goal
The goal is to increase awareness for the Children’s Diagnostic & Treatment
Center, Inc. and the healthcare services it provides, therefore, increasing funding
through donations.
Objectives
Objective #1 (Informational)
To raise awareness of the Children’s Diagnostic & Treatment Center Inc.’s
services so that the community is more informed about what CDTC has to offer.
Objective #2 (Financial)
To increase the number of toys donated from 2,500 to 3,000 by December 21,
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2016.
Objective #3 (Financial)
To gain 15 new business donors by December 21, 2016.
Objective #4 (Financial)
To decrease the amount of mission money spent on toys from $10,000 to
$2,500 by December 21, 2016.
Objective #5 (Financial)
To increase year-round donations from new business and individuals by
$500,000 by end of fiscal year 2016.
Messages
The CDTC is a leading organization in HIV/AIDS research and continuously
strives to be on the cutting-edge of new technology.
The CDTC has a commitment to enrich the lives of children and young adults
by ensuring they are given the best possible treatment for their needs.
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Theme
The theme of my campaign is to reiterate CDTC’s vision of helping the
neediest children in Broward County. Whether it is physically treating those
children’s illnesses or making sure each child and their families have a memorable
holiday season, the CDTC is concerned with ensuring their needs are met.
Channels
I would like to incorporate all three types of communication channels. I would
like to use media, non-media and interactive media channels to implement my
campaign in the community to all potential new donors.
Strategies
Media Strategies
I will use a combination of press releases and a potential newspaper feature
that will be pitched to local reporters. I would like to inform the community of
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CDTC’s services, as well as promote the annual holiday toy drive.
Non-media Strategies
I will pass out palm cards “door-to-door” to new businesses to gain their
commitment to donate to the annual holiday toy drive, as well as become a year-
round contributor to CDTC’s cause.
Nova Southeastern University’s Career Development office held a holiday
party benefiting the CDTC to gain toy donations.
Interactive Media Strategies
I will use CDTC’s Facebook page as a method of posting updates to the
public about the annual holiday toy drive and gaining more followers in hopes of
reaching a bigger audience for prospective year-round donors.
Tactics
Objective #1 (Informational): To raise awareness of the Children’s Diagnostic &
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Treatment Center Inc.’s services so that the community is more informed about what
CDTC has to offer by Dec. 21, 2016.
x Strategy: To develop a media relations campaign targeted toward South
Florida print, broadcast and web reporters.
o Tactic: Press Release (Appendix H)
� Write and distribute a press release to be sent out by CDTC’s
public relations firm Pierson Grant.
o Tactic: Media Pitch (Appendix I)
� A media pitch was composed to invite the local media to attend
the annual holiday toy drive. An interview with key directors
within the organization were offered as incentive to attend.
o Tactic: Media List (Appendix J)
� A local media list was compiled to send a media pitch to gain
coverage for the annual holiday toy drive.
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o Tactic: Social Media Campaign (Appendix G)
� Create a Twitter page with a mission statement and about
section for the CDTC.
� Create a social media content calendar to promote the annual
holiday toy drive.
Objective #2 (Financial): To increase the number of toys donated from 2,500 to
3,000 by December 21, 2016.
x Strategy: To host a holiday extravaganza through NSU’s Career Development
office to collect toys for the CDTC toy drive.
o Tactic: Promotional Flyer for NSU Event (Appendix M)
� A flyer was designed and distributed to promote a toy collection
on behalf of the NSU Career Development office to benefit the
CDTC toy drive.
Objective #3 (Financial): To gain 15 new business donors by December 21, 2016.
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x Strategy: To raise awareness for need for business donors to contribute to the
annual holiday toy drive.
o Tactic: Informational Palm Card (Appendix F)
� Distribute palm card door-to-door to businesses within the local
community.
Objective #4 (Financial): To decrease the amount of mission money spent on toys
from $10,000 to $2,500 by December 21, 2016.
x Strategy: To collect enough toys or donations for the toy drive so that CDTC
does not have to use more than $2,500 to facilitate enough toys to provide
children in need.
o Tactic: Promotional Flyer for NSU Event (Appendix M)
� A flyer was designed and distributed to promote a toy collection
on behalf of the NSU Career Development office to benefit the
CDTC toy drive.
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Objective #5 (Financial): To increase year-round donations from new business and
individuals by $500,000 by end of fiscal year 2016.
x Strategy: To raise awareness of the Children’s Diagnostic & Treatment Center
Inc.’s services so that the community is more informed about what CDTC has
to offer to children with special medical needs throughout the Broward
County community.
o Tactic: Informational Palm Card (Appendix F)
� Distribute palm card door-to-door to businesses within the local
community.
Evaluation
Informational Objective #1: To raise awareness of the Children’s Diagnostic &
Treatment Center Inc.’s services so that the community is more informed about what
CDTC has to offer by Dec. 21, 2016.
A media relations campaign was designed and given to Jessica Vones,
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director of development at the CDTC, for distribution to Pierson Grant public
relations firm. The materials included were a press release dated October 1, 2016, a
media pitch and a media list. A way to measure the media campaign would be for
the CDTC to use a clipping or monitoring service, such as Cision, to determine if any
media hits were received.
A social media campaign was also designed and launched to create
awareness for the CDTC, as well as promote the annual holiday toy drive. As of Nov.
28, 2016, there were 1,597 Facebook followers. This social page should be monitored
to determine if there were more followers gained upon the completion of the
annual holiday toy drive on Dec. 21, 2016. It is advised to check the Facebook page
on Jan. 15, 2017.
Financial Objective #2: To increase the number of toys donated from 2,500 to 3,000
by December 21, 2016.
During the collection period from Oct. 1, 2016 through Dec. 21, 2016, it
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should be recorded how many toys were collected from previous donors, as well as
new donors. Upon the completion of the annual toy drive on Dec. 21, 2016, the total
number of toys received should be calculated and recorded.
Financial Objective #3: To gain 15 new business donors by December 21, 2016.
A palm card was distributed to the local community to raise awareness of the
annual holiday toy drive.
It is suggested that a running database be kept to record a list of donors for
the 2016 annual holiday toy drive. Upon completion of the toy drive on Dec. 21,
2016, the database should be examined to determine if the CDTC gained 15 new
donors for the annual holiday toy drive.
Financial Objective #4: To decrease the amount of mission money spent on toys
from $10,000 to $2,500 by December 21, 2016.
A flyer was designed and created to promote the collaboration of NSU’s
Career Development office with the CDTC to benefit the annual holiday toy drive. A
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team of student ambassadors tabled in the University Commons for four days
during the week of Nov. 28 through Dec. 1 from 12 p.m. to 1 p.m. and had a
collection box for any toys received.
The success of this tactic can be measured by keeping a database of all
students, faculty and staff who donated toys to be given to the CDTC and
calculating the numbers on Dec. 2, 2016. The outside collection of toys should
decrease the amount of mission money the CDTC uses to supplement its own
collection.
Financial Objective #5: To increase year-round donations from new business and
individuals by $500,000 by end of fiscal year 2016.
A palm card was distributed to local community businesses to create
awareness of the CDTC and its annual holiday toy drive.
It is suggested that a running database be kept to record a list of donors for
the 2016 annual holiday toy drive, as well as all donations received in the months
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following the completion of the toy drive. The total number of monetary donations
should be calculated on June 30, 2017, the end of the 2016-2017 fiscal year, to be
noted in the Annual Report.
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Appendix A Client Style Guide Font: Helvetic Neue LT Std.
CMYK colors:
Dark Green C – 90 M – 30 Y – 95 K – 30
Light Green C – 45 M – 0 Y – 84 K – 0
Teal C – 78 M – 27 Y – 38 K – 0
Orange C – 3 M – 60 Y – 100 K – 0
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Appendix B
Initial Client Interview Interview Questions for Nicole Drone
Title: Development and Communications Specialist
Scheduled: Thursday, Sept. 29, 2016 at 2 p.m.
x When did the Toy Drive begin?
o In its current format, the Annual Holiday Toy Drive has been around for
7-8 years. However, there has always been some form of the Toy Drive
since 1983.
x Whose idea was it?
o To be confirmed by Nicole ASAP, possibly Marie Hayes.
x How many children & their siblings received toys in the 2015 Holiday Toy
Drive?
o 2500 children and their siblings received toys.
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x What were the amount of donations in 2015 (aside from the toy drive)?
o 2015-2016 Donations totaled $833,000.
o The goal for 2015-2016 was $1 million.
o The goal for 2016-2017 is between $1.2 million and $1.4 million.
o How many businesses and individuals donated throughout the year in
2015?
o Total combined individual and business donors was 618 (monetary
donations).
x By how much ($ amount or %) do we want to increase year-round donations?
o At least $500,000
o Fell short by $167,000 in 2015. (First year they did not meet goal)
x Is decreasing the amount of mission money from $10,000 to $0 a realistic
goal? Is maybe $2500 a more realistic number? Has money every come out of
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the mission fund to supplement lack of donations for the Toy Drive in the
past, prior to 2015?
o Each year there is some money that comes out of the mission fund to
help the Toy Drive meet goals. In 2016 they hope to decrease the
number from $10,000 to $2,500.
x Is 25 new business donors a realistic number?
o Realistically, 15 new business donors.
o Achieving 100% of the goal is 25
x Who selects board members? Are they volunteers?
o Board is selected by voting between Broward Health and CDTC or by
donor suggestion. There is an approval process and the current board
votes the new member in.
o Fundraising board for 3 years. Two terms of 3 years each.
o Able to come back after 3 off years.
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x How should donors be classified? A businesses and individuals? Or just as
collective donors?
o Collectively count business and individual donors as is on the Annual
Report
o In-kind donors (drop off toys, donated tickets to a concert, movie etc…)
x Who are CDTC’s “competitors” locally, nationally? How does CDTC compete
with these similar local/national organizations?
o No real competition. Locally, CDTC works in conjunction with Broward
Children’s Hospital.
o Early steps- federally funded program.
o CDTC has the only Early Steps program in Broward county with an
enrollment of 6406 in 2015-2016.
o Opening 3 additional satellite offices to see patients for Early Steps due
to high enrollment and demand.
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� Hollywood House- currently seeing patients.
� Coral Springs and Weston- not open to patients as of 9/29/16.
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Appendix C References- Background Research Boca Life Magazine. (2014). Charity & The Arts. Retrieved 10 16, 2016, from Boca Life Magazine:
https://www.bocalifemagazine.com/charity-the-arts/childrens-diagnostic-treatment-center
Children's Diagnostic & Treatment Center. (2016). About CDTC. Retrieved 09 17, 2016, from Children's Diagnostic & Treatment Center: http://childrensdiagnostic.com/about-cdtc/
Children's Diagnostic & Treatment Center. (2016). Annual Reports. Retrieved 09 17, 2016, from Children's Diagnostic & Treatment Center: http://childrensdiagnostic.com/annual-reports/
PHACS. (2014). Clinical Site Feature Profiles. Retrieved 10 16, 2016, from PHACS: https://phacsstudy.org/About-Us/Children-s-Diagnostic-and-Treatment-Cente
Sun Sentinel. (2014, 04 21). Business. Retrieved 10 16, 2016, from Sun Sentinel: http://www.sun-sentinel.com/business/sofla-ugc-photo-dr-ana-calderon-randazzo-promoted-to-executi-2014-04-21-photo.html
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Appendix D Primary Research Method
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Appendix E
Survey Results
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44
45
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Appendix F Palm Card
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Appendix G Social Media Calendar
Social Media Posts
Facebook- Post #1: Post a video of CDTC staff doing the Mannequin Challenge.
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x Caption: CDTC staff does the Mannequin Challenge. Share your own
Mannequin Challenge video using #FreezeCDTC
x Video: CDTC staff posing for the Mannequin Challenge.
Facebook- Post #2: Reminder: only 4 days left
x Caption: Remember, only 4 more days to drop off toys to Santa’s Toy
Shop. Help make a child’s holiday season brighter! Unwrapped, new
toys are being accepted at CDTC between now and Dec. 21 at 5 p.m.
Facebook- Post #3: Happy FriYay- #FriYay
x Caption: While you are out doing your holiday shopping, don’t forget
to pick up a toy for our annual holiday toy drive Dec. 21.
x Image: Palm Card (front and back)
Facebook- Post #4: #MotivationMonday
x Caption: #MotivationMonday come out and donate new, unwrapped
toys for our CDTC kids!
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Facebook- Post #5: Make a difference!
x Caption: You can make a difference in a child’s life by bringing new,
unwrapped toys to CDTC’s headquarters 8:30 a.m.- 5 p.m.
x Image: Boomerang of a car full of toys pulling into parking lot.
Twitter- Post #1: Post a video of CDTC staff doing the Mannequin Challenge.
x Caption: CDTC staff does the Mannequin Challenge. Share your own
Mannequin Challenge video using #FreezeCDTC
Twitter- Post #2: #TBT with a picture from 2015 toy drive.
x Caption: CDTC children love the toys they get to take home from
Santa’s Toy Shop!)
x Image: kids-toys-2015.jpg
Twitter- Post #3: Happy FriYay- #FriYay
x Caption: While you are out holiday shopping this weekend, don’t forget
to pick up a toy for our annual holiday toy drive Dec. 21.
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x Image: Palm Card (front and back)
Twitter- Post #4: #MotivationMonday
x Caption: #MotivationMonday come out and donate toys for our CDTC
kids!
x Image: Donor-drops-off-gifts.jpg
Twitter- Post #5: Make a difference!
x Caption: You can make a difference in a child’s life by bringing toys to
CDTC’s headquarters 8:30 a.m.- 5 p.m.
x Image: wrapping-gifts-2015.jpg
All images can be found in Appendix L
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Appendix H Press Release Oct. 1, 2016
Media Contact
Jessica Vones
954-728-1040
FOR IMMEDIATE RELEASE
Children’s Diagnostic & Treatment Center to host
Annual Holiday Toy Drive
Fort Lauderdale, Fl. – Children’s Diagnostic & Treatment Center is hosting its Annual Holiday
Toy Drive beginning Oct. 1 through Dec. 21. Anyone can drop off new, unwrapped toys for
children 0 – 16 years between 8:30 a.m. – 5 p.m. The Annual Holiday Toy Drive helps bring
smiles to 3,000 of CDTC’s neediest children.
“It is such a great feeling watching these children go through Santa’s Toy Shop and pick
out gifts, said Jessica Vones, director of development for the Children’s Diagnostic & Treatment
Center. It brings a smile to their faces and ours.”
CDTC began its Annual Holiday Toy Drive 33 years ago in 1983, and it has been
operating in its current format for the last seven years. The toy drive began as a way to bring
holiday cheer to every child being treated by CDTC. Each year, the children of CDTC have the
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chance to pick out the gifts of their choice in Santa’s Toy Shop, something every child looks
forward to each holiday season.
CDTC serves some of Broward County’s neediest children and offers six programs that
cater to children from birth to 24 years old who are at risk for or who have developmental
disabilities or handicapping conditions. CDTC has been an active research site since opening in
1983 and is committed to increasing its services and its resources for its 11,000 patients.
The CDTC is located old at 1401 South Federal Highway, Fort Lauderdale, FL 33316.
For more information on Children’s Diagnostic & Treatment Center or how to contribute to its
Annual Holiday Toy Drive, visit www.childrensdiagnostic.org or call 954-728-1019.
CDTC
The Children’s Diagnostic & Treatment Center (CDTC) is a not-for-profit that serves more than
11,000 children with special healthcare needs in Broward County annually. As a facility of
Broward Health, CDTC’s mission is to promote the optimal health and well-being of children
with special healthcare needs by providing comprehensive prevention, intervention and treatment
services within a medical home environment. CDTC is a nationally recognized center of
excellence offering a unique system of care for infants, children and youth with chronic illnesses,
disabilities and developmental delays. For more information, please visit childrensdiagnostic.org
###
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Appendix I
Media Pitch CDTC Pitch Letter
Hi Cosmo,
My name is Nikki Chasteen, and I’m a public relations manager for Children’s Diagnostic &
Treatment Center, Inc. I follow your non-profit coverage with the Sun Sentinel, and I know you often
cover local non-profit events for Broward County, such as your recent feature on the Men of Style
Shopping Night that will take place on Dec. 1, 2016.
On Dec. 21, the CDTC will be hosting its annual holiday toy drive to benefit its patients. Each
year, the CDTC stocks Santa’s Toy Shop with several thousand toys for children to go shopping with
Santa. The toy drive not only provides toys to the patients, but to siblings of patients, as well.
Media are invited to attend the event from 8 a.m. to 5 p.m. CDTC director of development Jessica Vones
and executive director Ana. E. Calderon Randazzo will be available for on-site interviews. Santa will also
be available to shop with the children and take pictures with them and their families while they shop for
toys.
Please let me know if you are interested in attending or have any questions. For additional
information, I’ve attached the press release for the event. I look forward to hearing from you.
Kind regards,
Nikki Chasteen
561-900-6011
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Appendix J
Media Contact List MEDIA LIST
Outlets Media Contact Title Contact
Sun Sentinel Cosmo Cramer Features Reporter [email protected]
Social Society Magazine Jenna Jones Non- Profit Reporter [email protected]
Broward 211 Stacey Richards Non- Profit Reporter [email protected]
Local 10 WPLG Erica Rakow Community Reporter [email protected]
NBC 6 Eric Harryman News Anchor [email protected]
Broward Palm Beach New Times Jess Swanson Staff writer [email protected]
Broward Family Life Magazine Carolyn Jabs Staff writer [email protected]
Family Magazine Janet Jupiter Publisher [email protected]
DRW Magazine Jason Zauder Writer [email protected]
South Florida Parenting Doreen Christensen Writer [email protected]
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Appendix K Distribution of Survey on Social Media
The following are screen shots of the social media posts to allow anyone interested to
take the Children’s Diagnostic & Treatment Center awareness survey. It was originally
posted on my personal Facebook page on Nov. 2, 2016 at 1:59 p.m. and to my personal
Twitter page on Nov. 2, 2016 at 2:52 p.m.
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Appendix L
Social Media Post Images
Twitter Post #2:
Facebook Post #3/Twitter Post #3:
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Twitter Post #4:
Twitter Post #5:
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Appendix M
Flyer for NSU promotion