senior pr campaign: hands and hearts for arts campaign

&HandsforARTSHearts

"THE CHILDREN'S PLACE TO CREATE”

November 20, 2008Chapman University

Vanessa BanuelosCrystal Chou

Audrey MarshallNicole RiedmanKate Westervelt

&HandsforARTSHearts

"TheheheHE CHILDREN'S PLACE TO CREATE”

Table of Contents

Introduction..........................................................................................................................4Client Fact Sheet..................................................................................................................6Executive Summary.............................................................................................................7

PART I: Campaign Plan....................................................................................................8Background..........................................................................................................................9Situation Analysis...............................................................................................................11Core Problem/Opportunity..................................................................................................13Goals and Objectives..........................................................................................................14Key Publics.........................................................................................................................15Message Strategies.............................................................................................................19Strategies and Tactics.........................................................................................................21Communication Confirmation Table..................................................................................24Calendar.............................................................................................................................29Budget................................................................................................................................34Evaluation Criteria and Tools.............................................................................................36Recommendations for Future Client Actions.....................................................................38

PART II: Support Materials and PR Tools....................................................................39Copy Outline: Billboard.....................................................................................................40Billboard............................................................................................................................42Copy Outline: Brochure.....................................................................................................44Brochure.............................................................................................................................47Business Card.....................................................................................................................49Copy Outline: Direct-mail Postcard...................................................................................50Direct-mail Postcard..........................................................................................................53Copy Outline: Fact Sheet...................................................................................................55Fact Sheet...........................................................................................................................57Copy Outline: Feature Release..........................................................................................58Feature Release..................................................................................................................61Invitation............................................................................................................................64Copy Outline: Newsletter...................................................................................................65

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Newsletter..........................................................................................................................68Copy Outline: News Release.............................................................................................72News Release.....................................................................................................................75Copy Outline: Pitch Letter.................................................................................................77Pitch Letter.........................................................................................................................80Copy Outline: Public Service Announcement...................................................................82Public Service Announcement...........................................................................................85Copy Outline: Special Event..............................................................................................87Special Event.....................................................................................................................91

Appendix...........................................................................................................................92Mission Statement..............................................................................................................93Research Summary.............................................................................................................95Preliminary Identification of Publics ................................................................................96Preliminary Identification of Resources.............................................................................97Research Bibliography.......................................................................................................98

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Introduction

Hands & Hearts for Arts is a not-for-profit organization founded in 2000 by Dr. Ana Jimenez-Hami in the Orange County city of Santa Ana. Originally called Orange County Children’s Therapeutic Arts Center, Hands & Hearts for Arts was created to offer vari-ous art programs as therapy to children with special needs, health, mental, and emotional problems. Families within the community recognized the value of HHA and were will-ing to donate their time and service to help the organization develop. The organization has since grown to offer services to all children and have a number of after-school art programs from painting and dance to performing arts. The mission of Hands & Hearts for Arts is to empower youth and their families, including those with special needs or who are at risk, to reach their fullest potential through comprehensive multicultural and multilingual art-based programs. This mission has been carried out in numerous success stories of children that have grown into well-rounded successful adults.

Grant restrictions, lack of professional volunteers, and donor decline are constant con-cerns for Hands & Hearts for Arts. It relies heavily on donors and grants to keep the pro-grams running and the current state of the economy has caused unease about the future. HHA’s clientele is growing rapidly, subsequently creating the need for more space. A larger building is on the horizon, which may be acquisitioned for less because of the re-cent real estate crisis. A fundraiser is in the near future to help raise awareness of the cen-ter’s activities, as well as creating excitement within the community of Orange County.

“A children’s place to create” evolved as the theme for our campaign because Hands & Hearts for Arts main focus is the children. Families and donors are key in facilitating the changes desired for the children and for the center, however, children are the heart of what HHA is all about. We targeted families because they are the one’s who get involved and help reinforce the new behaviors their children learn while at the center. Donors make it possible for children to continue to grow and prosper through generous donations of goods and services. They pick up where government funding has left off. We recommended a name change from Orange County Children’s Therapeutic Arts Cen-ter to Hands & Hearts for Arts for several reasons. Initially, we thought the organization was focused on helping children with special needs because of the word “therapeutic” in

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the title. While this is part of the center’s client base, they have grown to offer services to

all children and we thought their name should reflect that expansion. This will also help them receive a larger variety of government grants. Updating the centers logo and pro-motional materials to reflect a more current, lively representation of the center’s mission and services was on our list of public relations efforts. Our new logo has been imple-mented throughout this campaign to illustrate the change desired by the client.

Introduction (cont.)

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Client Fact Sheet

Hands & Hearts for Arts2215 N. Broadway

Santa Ana, CA 92607Phone: (714) 547 5468

Mission To empower youth and their families, including those with special needs or who are at risk, to reach their fullest potential through comprehensive multicultural and multilingual art-based programs.

Organiza-tion

Since 2000, Dr. Ana Jimenez, founder and CEO, oversees the center and all its activities directly in conjunction with a board of directors.

Facility Located at 2215 N. Broadway Santa Ana, CA, HHA is one, 10,000 square foot office that has been broken up into smaller classrooms. Each class-room focuses on one section of the arts, whether it is music, drama, or painting. The administrative offices are also located within this same structure.

Programs HHA offers many diverse programs: after school arts, family counsel-ing, tutoring, early start, musical theater, media arts, musical instrument training, dance, pre-school, therapeutic arts, summer art camp and parents education.

Services The center also offers marriage and family counseling to troubled fami-lies in need. It also has referral services.

Hours of Operation

Monday-Friday 9:00 am to 8:30 pm and Saturday 9:00am to 4:00 pm.

Participants HHA serves over 1,00 students and their families on a yearly basis.FeeSchedule

Determined on an individual basis.

Volunteers Varies from month to month. The center welcomes volunteers and can always use help. Most volunteers are family members of students or col-lege interns.

Board of Directors

Dr. Anaida Colon-Muniz: Chapman University, Education Professor, CA Assoc. of Bilingual Education; Felipe Heras: Parent Representative, DPS President, Document Processing Solutions Inc.; Lesly Seaby: Marriage and Family Therapist; Dr. Ana Jimenez-Hami: OCCTAC, Founder & Ex-ecutive Director, Chapman University, Part-time faculty School of Educa-tion; Silvia Rosa Hernandez: Parent Representative, SEIU Service Em-ployees International Union; Nilo E. Lipiz: Santa Ana College, Dean of Instruction & Student Services; Maria Garcia: Santa Ana Unified School District; Donna Smith: Visual Artist; Luisa Ruiz: Santa Ana College, Stu-dent Services; Vinicio Lopez: Santa Ana College, Adult Education.

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Executive Summary

Hands & Hearts for Arts is an Orange County based nonprofit organization that focuses on the development of children through art. Founded in 2000 by Dr. Ana Jimenez-Hami, HHA’s strives to empower youth and their families, including those with special needs or who are at risk, to reach their fullest potential through comprehensive multicultural and multilingual art-based programs. Its tagline, “The children’s place to create” reflects the importance placed on allowing children to grow and explore their talents in a safe place.Goal: To increase financial support while reshaping Hands & Hearts for Arts’ reputation into one that serves all children, not just special needs children. Objectives: • Change the name of the organization so that it properly reflects its service. • To successfully purchase a new facility in the heart of Santa Ana. • To increase the amount of philanthropic support. • Hire administrative staff by April 1, 2009 for the new facility • Create new publications, like brochures and flyers. • Gain new family participants. • Gain even more press and publicity through reporters and press releasesKey Publics: • All children within the Orange County community. • Parents and families of children within the Orange County community. • Current and potential donors.Strategy: Raise awareness with current, past and potential donors about current events at HHA, as well as information on how they can contribute to the organization. • Hold a large event with performances and exhibitions by the children of HHA that will inspire potential donors and current donors to donate. • Meet with potential corporations to suggest purchasing the building for HHA, or to contribute a significant part in purchasing the building. • Have donation information available at all times at the check-in counter. Strategy: Raise awareness of the existence of HHA with low-income, ethnic minority parents and the media. • Continue issuing press releases of current HHA’s news to major local newspapers in Orange County, as well as local Spanish print media. • Keep an updated list of events on the HHA Web site and blog. • Host a special fundraising event for the children, their families and donors.Total Budget for Campaign: $3,920

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PART ONE: CAMPAIGN PLAN

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Background

The use of art for therapeutic means first appeared in Austria in 1900 through the art educator Franz Cizek who focused on the expression of children through art. Art therapy was applied to those with mental health problems in 1922 through Hans Prinzhorn, who published, “Artistry of the Mentally Ill” (Gates 109). However, it was not until the 1930s that the United States first began to take notice of the field of art therapy (Agell 8). Mar-garet Naumburg, an American educator, advocated the use of art therapy over psycho-therapy in treating patients and established the practice as a discipline in the United States (Cane). In 1942, Adrian Hill coined the phrase ‘art therapy’ as he turned to his art in his recovery from tuberculosis (Gates 109). Hill later developed institutional support for art therapy as a profession (Hogan 28). Judith Aron Rubin published the leading textbook on children’s art therapy in 1978, which continues to serve as the premier reference for art therapists (Rubin). Founded in 1969, the American Art Therapy Association today represents approximately 4500 members nationwide (American).

The field of art therapy continues to flourish around the world today. It appears in vari-ous disciplines, including programs for Alzheimer’s patients, children, war veterans, and those suffering emotional traumas or other emotional difficulties (Farooqui). As reported in NPR, Eduardo Carrillo released a documentary in 2003, “Little Voices,” which uses children’s art as a form of therapy to expose their perspective on the war in Columbia (El-lis).

Orange County hospitals began incorporating art therapy into their programs in 2002, although other organizations in the area utilized art as therapy earlier (Liddane). In 1988, the Alzheimer’s Organization started its “Memories in the Making Arts Program” which allows patients with brain disorders to elicit memories through art (Lewis).

Founded in 2000 as the Orange County Children’s Therapeutic Arts Center by Dr. Ana Jimenez-Hami through grant funds, the now Hands & Hearts for Arts was created to offer various art programs as therapy to children with special needs, health, mental, and emotional problems (Orange). The organization was well received by the community as demonstrated through the willingness of parents to bring their special needs children to the program. Hands & Hearts for Arts first offered arts and music classes free of charge, and later instituted music therapy programs.

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At least a dozen other organizations in the Orange and Los Angeles counties provide similar services to Hands & Hearts for Arts. Los Angeles’ The Art of Elysium has a long list of well-known celebrities attached to its name and hosts more events. Laguna Niguel’s Art and Creativity for Healing and Los Angeles’ Free Arts for Abused Children provide almost the exact services as Hands & Hearts for Arts, with Free Arts being one of the center’s longest-running competitors, being established in 1977. The VH1 Save the Music Foundation, based in Los Angeles, poses a high threat to Hands & Hearts for Arts because of its widespread recognition across the nation.

Clearly, Hands & Hearts for Arts faces a long list of competition throughout Southern California, but distinguishes itself from its competitors by being the first therapeutic arts center in Orange County to offer comprehensive multicultural and bilingual curriculum and arts programs.

According to USA Today, approximately 37 percent of all United States’ hospitals of-fer alternative treatments, including music and art therapy (Gill). This displays a trend toward patient-centered care that focuses on the mind and spiritual needs of the patient, as opposed to only the physical.

However, on Sept. 10, 2008, the Task Force on Community Preventative Services re-ported that some therapies, including art, play, and drug therapies, were not proven to be effective in reducing depressive, anxiety, or post-traumatic stress disorders (Many). This could negatively affect a patient’s tendency to pursue art therapy as a treatment. For ex-ample, the future of the organization remains at threat in its ability to acquire or maintain members or funds. Businesses may not want to invest in the organization because of the declared decline in effectiveness as art therapy, a fundamental aspect of Hands & Hearts for Arts. As a result, the center may not be able to sustain its services due to a lack of funds to bankroll the programs.

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Background (cont.)

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Situation Analysis

Today Hands & Hearts for Arts is a year-round collection of art and therapy programs that is dedicated to bringing change to their community. Their focus is helping children and their families from all walks of life to prosper and lead more successful and fulfilled lives. HHA is proud to offer diverse programs of painting, dance, music, drawing, sculpt-ing, performing arts and education. “While most programs in our geographic area con-centrate on one area of art, our center teaches an array of arts for children with various needs. We not only accommodate children with special needs, but also typical children and at-risk children as well. It is important for different types of children to learn from each other” (Jimenez).

Founded in 2000, HHA serves over 1,000 children from in and around the Santa Ana area. “Programs for the entire family cost as little as 30 dollars per month or if the fam-ily cannot afford the fee, we encourage them to volunteer their time in exchange for our services. It is important for the parents to get involved in what their children are doing” (Jimenez). HHA also partners with the local schools to provide after school programs and art classes. Aside from government grants, partnerships with public schools are a major source of income for the center.

One issue that HHA faces is a need for more professional volunteers. They are “in des-perate need of marketing help” (Jimenez). They also “need to update everything from brochures and flyers, to our name” (Jimenez). The word “therapeutic” in the name of the organization prevents them from receiving grants for performing arts because the govern-ment assumes that they are a not-for-profit focused only on children with special needs. While they did start out with that focus, they have grown in the last eight years to encom-pass all children and their name should reflect that evolution.

Another concern for all not-for-profits is the economy. “Despite a host of troubling eco-nomic signals, charitable giving rose slightly last year, according to estimates from the Giving USA Foundation. But there are signs that those trends could give way to a decline this year” (Strom).

“The banks are failing fast. But more interestingly the people are withdrawing their money from Banks and keeping it home. Wachovia finally went down. Citibank is forced

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by the Feds to take over the North Carolina bank as a caretaker of a failed bank” (Jamna). This is causing a decline in charitable donations among the middle class. Also, the fami-lies that attend HHA are tightening their belts because of this recent economic slump so they are not able to pays their dues to the center.

HHA also needs more space. They have reached capacity in the building they are renting and are in the market for a larger facility. They need a fundraising committee to orga-nize an event so that they are able to buy a larger building. They need to “find a way to become known outside of Orange County and reach generous contributors that believe in the changes we are making” (Jimenez). There is a need for more media and event cover-age so the organization can get noticed.

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Situation Analysis (cont.)

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Core Problem/Opportunity

If Hands & Hearts for Arts does not raise awareness as an organization that serves normal and at-risk children in addition to the special needs children it currently serves, it will fail to acquire necessary operational funding for non-therapeutic programs and for future physical expansion.

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"TheheheHE CHILDREN'S PLACE TO CREATE” 14

Goals and Objectives

Goal:To increase financial support while reshaping Hands & Hearts for Arts’ reputation into one that serves all children, not just special needs children. We wish to expand awareness of everything Hands & Hearts for Arts has to offer Orange County families.

Objectives: • Change the name of the organization so that it properly reflects its service

by the end of November 2008To successfully purchase a new facility in the heart of Santa Ana by Jan. 1 •

2009To increase the amount of philanthropic support by 25% by the opening of •

the new facilityHire administrative staff by April 1, 2009 for the new facility• Create new publications that accurately display the full potential of the •

new Hands & Hearts for Arts facility by spring of 2009Gain new family participants, from average, at risk and special needs •

families. An increase of 20% by August 1, 2009Gain even more press and publicity through reporters and press releases •

by Jan. 1, 2009 for the start of the New Year and new facility

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Key Publics

Key public: Low-income, ethnic minority parents

This public encompasses the groups of Hispanics, Latinos, Asian, and African-American families that live in Orange County with children attending public schools. This public will be attracted to the Hands & Hearts for Arts because affordable after-school pro-grams are in high demand and the center provides a safe and supervised environment for children. Tutoring services are also of interest to this public because the center employs certified teachers and staff that best serve the educational needs of the children. Families will also benefit from the vast amount of free or affordable arts programs available to all children, regardless of health or age, making it easier for parents to involve their children in one organization with many programs as opposed to traveling to several locations for specific programs. By focusing on creative learning, this public will correlate successes in the arts to successes in education and life. The wellness aspect of the programs will stimulate children to share their creativity within their families, community, and peers.

Self-interests: Supervised care, creative environment, open to all children, educational stimulation, and variety of affordable programs.

Influentials: Children, teachers, school board, local government officials, school coun-selors, co-workers, church leaders, school administrators, tutors, therapists and healthcare professionals, and extended family.

Key public: Potential donors

This public is constantly observing the nonprofit and philanthropic circuits for potential donations and partnerships. Donations to local organizations enhances the program or company’s visibility and credibility as a community and market leader. This public funds local organizations that strive to correct social injustices faced by the community with ob-servable results. Funding programs like ones from the Hands & Hearts stimulate children to have the desire to attend college and participate in the workforce, possibly with interest in the donor’s organization. This public has the power to stimulate grassroots fundrais-ing that can grow into large corporate sponsorships. Relationships are key to this public, meaning that current collaborations can lead to success in the future if the relationship is

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closely guarded. Donations to children’s learning organizations constitute a large portion of corporate philanthropy, mainly due to the positive, progressive changes in learning and life habits exhibited through arts programs. This public would find it in their interest to fund children’s arts programs like ones offered by Hands & Hearts for Arts because it encourages creativity needed for success in school, careers and life. This public would also take interest in the depth of participation and breadth of fundraising and community opportunities that are associated with children’s arts organizations.

Self-interests: Visibility in the community, self-worth, worthy return-on-investment, a favorable perception from nonprofit leaders and the community, establishing leadership in the investment of children’s futures and health, and tax incentives.

Influentials: Sister locations/businesses, industry competitors, community leaders, local government officials, school boards, parents, employees, children.

Key public: Families currently served

This public is vital because it is most familiar with the services offered and personal successes experienced through the center. This public has varied involvement through volunteering and fundraising efforts on behalf of their children. This public serves as a credible publicity vehicle for recruitment of staff and families, as well as for fundraising. In donating time and/or money, this public is emotionally tied to the Hands & Hearts’ successes and future, making it a plausible judge of the center’s character. This public has seen first-hand that extracurricular attention shapes sharper students, making them more active in their education, community and home. The availability of tutoring ser-vices and spectrum of arts programs continually meet the needs of this public, leading to shared interest and participation during projects and when formulating expansion con-cepts.

Self-interests: Children’s success experienced and expected, child’s well-being, creative environment, supervised care, sense of community, trust, and family, healthy relation-ships with other families and staff, educational background and services, feeling that time and money were well invested.

Key Publics (cont.)

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Influentials: Children, other families served, staff, teachers, employers, school board, local government officials, church leaders, donors, extended family, therapists and health-care professionals.

Key public: Local college students

This public is of interest because they have some interest in working for nonprofit orga-nizations, or more specifically in arts therapy or with special needs children. This public looks for organizations that will be of help to their future, either by providing work expe-rience or means of volunteerism. This public has fluctuating conceptions of the nonprofit industry and can be useful to the future of the center if provided a positive experience. This public is credible because it is able to communicate with children on personal levels because similar to siblings in age. This public can serve as mentors to children, both in school and life. This public works well in group atmospheres, encouraging cohesiveness with staff and generation of fresh ideas.

Self-interests: Job opportunities within Hands & Hearts, volunteering, self-fulfillment, experience with children, hands-on learning, teaching aspect, business aspect, and net-working.

Influentials: Professors, guidance counselors, internship advisors, family, friends, and industry leader such as therapists, artists, or philanthropists.

Key public: Local artists

This public is vital to this campaign because it includes leaders, teachers and profes-sionals in the arts industry. In addition, this public constantly looks to establish stronger community ties and to find potential donors, which the Hands & Hearts can provide. This public has seen the cut backs affecting arts education in public schools and wants to keep arts opportunities available for children. This public would aid the center through teach-ing, fundraising, and donating time. This public can readily share its experiences and art pieces, establishing credibility among the children and families served in the center. This public has the potential to produce inspirational heroes and adult mentors for children at Hands & Hearts for Arts.

Key Publics (cont.)

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Self-interests: Visibility in the community, future collaborations, networking, teaching, to inspire, community outreach, to find potential sponsors, arts education, creative atmo-sphere, and rewarding experiences.

Influentials: Friends, school board, local officials, donors, industry leaders, teachers, family, and local government officials.

Key Publics (cont.)

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Message Strategies

Campaign Theme: The Children’s Place to Create

This campaign theme is a direct message that reflects what Hands & Hearts for Arts represents. It’s our way of saying this place is first and foremost for the children. It is a place where they can grow, develop and expand their minds to their fullest potential. This theme allows children to feel they can express who they are in a safe and educational environment.

Key Public: New Members of Low Income Families

Message: Hands & Hearts for Arts is a nonprofit organization that is dedicated to providing a safe environment to encourage your child’s growth and development. Our program provides a secure and beneficial afterschool environment for children that encompass healthy learn-ing opportunities in all areas of the arts. Hands & Hearts for Arts welcomes all children, not just those with special needs or at risk. Our program costs are low and affordable. There are many scholarship opportunities and volunteer positions available to help offset any costs. Our programs host a variety of children from various ethnic backgrounds, helping the kids to learn tolerance and acceptance for diversity. Hands & Hearts for Arts offers a safe place for kids to grow and develop their love for the arts.

Key Public: Potential Donors

Message: Hands & Hearts for Arts provides many outlets for your organization’s philanthropic endeavors. Our organization reaches more than 1,000 children and hundreds of families throughout Santa Ana and surrounding Orange County area. We provide a platform for your company to create positive visibility through your generous contributions. By donat-ing your financial support you allow for countless opportunities in the lives of local Or-ange County children. Your generosity helps improve the lives of children from all walks of life. There will be countless opportunities to give back to the community as we host hundreds of events each year. Hands & Hearts for Arts provides a way for your organiza-tion to improve this community through the lives of its children.

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Key Public: Current Families

Message: We have some very exciting news for you and your family! OCCTAC is now the new Hands & Hearts for Arts center. We are striving to inform you and the surrounding com

munity that any child can join our program. We serve all children and their families. We consider you and your children part of our family and would like to share other exciting news with you. Hands & Hearts for Arts is in the process of finding a new, larger facility to house our growing community. We will keep you updated as we shift the direction of our program into bigger and better places. Please allow Hands & Hearts for Arts to con-tinue to serve you and your children as they grow and develop into young adults.

Key Public: College Students

Message: Here at Hands & Hearts for Arts we understand that as a college student you have a full plate. We also know you need to complete a certain amount of internship hours and real world experience. Our nonprofit organization has hundreds of opportunities for you to get involved and lay the foundation of your own future. There are various programs from dance and art, to theater and singing that need your volunteering power to help children expand their creativity. You can teach and volunteer your time or resources. We provide a rewarding way for you to build bridges and gain experience in a creative environment.

Key Public: Local Artists

Message: Hands & Hearts for Arts provides you with a platform to display your art in whatever form it may be. Gain one of the most rewarding experiences Orange County has to offer local artists by volunteering to teach or demonstrate you artistic abilities. Help improve the lives of children from all walks of life by volunteering your time, skills and resources to Hands & Hearts for Arts. By volunteering your abilities you will help inspire over 1,000 children to develop their own passion for the arts. The benefits of lending a helping hand are life altering as you mold the lives of children into a true masterpiece.

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Message Strategies (cont.)

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Strategies and Tactics

Strategy: Inform potential donors about the benefits of giving to Hands & Hearts for Arts.

Compile and research a list of potential corporate donors based in the local • Orange County area. Schedule meetings with the presidents or executives of potential corporate •

donors. Send pitch letters to president or administrative members of potential •

corporate donors of why they should support Hands & Hearts for Arts and how their donation can benefit not only Hands & Hearts for Arts, but them as well. Send brochures to potential corporate donors.• Send packages of information, including a well-developed fact sheet, to •

potential corporate donors.

Strategy: Encourage current donors to continue giving to Hands & Hearts for Arts. Hold a donor’s event honoring all current donors.• Send out thank you cards and certificates of recognition made by the chil- •

dren, thanking past donors for donating. This will also include an envelope for the option of donating more. Send out a monthly newsletter of recent and future events and the progress •

of Hands & Hearts for Arts to all past donors with an envelope attached to donate more.

Strategy: Raise awareness of the existence of Hands & Hearts for Arts with low-income, ethnic minority parents.

Continue issuing press releases of current Hands & Hearts for Arts news to • major local newspapers in Orange County, as well as local Spanish print media. Encourage families currently served to bring in new families by word- •

of-mouth by hosting a “Bring a Friend” day and holding more per formances and showcases done by the children. Hold free entrance events that involve the local community.• Keep an updated list of events on the Hands & Hearts for Arts Web site •

and blog.

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Update the Hands & Hearts for Arts Web site and blog to be more user- • friendly. Run PSA on local networks, specifically major Orange County networks •

such as KOCE as well as Spanish-speaking networks, informing the public about the existence of Hands & Hearts for Arts and available programs. Create a billboard informing the public about programs available at Hands •

& Hearts for Arts.

Strategy: Recruit English and Spanish-speaking volunteers from outside of the organiza-tion as well as from within.

Contact local colleges and universities and offer internship opportunities.• Contact art-interest clubs and organizations at local colleges, universities, •

and high schools and coordinate volunteer events. Contact ethnic-interest clubs and organizations at local colleges, universi- •

ties, and high schools and coordinate volunteer events. Create volunteer sign-up sheets available at the check-in counter. •

Strategy: Recruit English and Spanish-speaking teachers and administrative members in the local Orange County community.

Contact local colleges and universities and inform them about the exis- • tence of Hands & Hearts for Arts and recruit for potential teachers and administrative members. Create interest within current interns and volunteers to work for Hands & •

Hearts for Arts full-time. Create empathy within current families to inspire them to work for Hands •

& Hearts for Arts full-time. Place employment ads in the local newspapers and online job search Web •

sites, i.e. craisgslist and monster.

Strategy: Raise awareness with current, past and potential donors about current events at Hands & Hearts for Arts, as well as information on how they can contribute to the organi-zation.

Hold a large event with performances and exhibitions by the children of • Hands & Hearts for Arts that will inspire potential donors and current donors to donate.

Strategies and Tactics (cont.)

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Meet with potential corporations to suggest purchasing the building for • Hands & Hearts for Arts, or to contribute a significant part in purchasing the building. Have donation information available at all times at the check-in counter. • Develop and contact, by mail or phone, a list of potential donors that may •

empathize with Hands & Hearts for Arts and consider a generous gift.

Strategies and Tactics (cont.)

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ool

coun

selo

rs, c

o-w

orke

rs, c

hurc

h le

ader

s, sc

hool

ad

min

istra

tors

, tu

tors

, the

ra-

pist

s, he

alth

care

pr

ofes

sion

als,

exte

nded

fam

-ily

.

1.

Win

app

rova

l fo

r and

pub

liciz

e th

e ne

w n

ame

of

the

orga

niza

tion,

st

artin

g N

ovem

-be

r 200

8.2.

Cre

ate

new

pu

blic

atio

ns th

at

accu

rate

ly d

ispl

ay

the

pote

ntia

l of

the

new

cen

ter b

y sp

ring

2009

.3.

Inc

reas

e fa

m-

ily p

artic

ipan

ts b

y 20

% b

y A

ugus

t 20

09.

4. G

ain

mor

e ex

posu

re th

roug

h ne

wsp

aper

, tel

evi-

sion

and

radi

o m

edia

by

Janu

ary

2009

.

1. R

aise

aw

aren

ess

of e

xis-

tenc

e.

-Iss

ue p

ress

re

leas

es to

Eng

-lis

h, S

pani

sh,

and

Vie

tnam

ese-

lang

uage

prin

t, te

levi

sion

, and

ra

dio

med

ia.

-Wor

d of

mou

th

thro

ugh

fund

-ra

isin

g an

d re

crui

ting.

-Hol

d lo

cal,

free

en

tranc

e ev

ents

.-U

pdat

e ne

ws

and

even

ts o

n bl

og a

nd W

eb

site

.- M

ake

blog

us

er-f

riend

ly to

co

mm

unic

ate

-Run

PSA

s on

loca

l tel

evis

ion

netw

orks

aim

ed

at m

inor

ity

fam

ilies

-Cre

ate

bilb

oard

.

Com

mun

icat

ion

Con

firm

atio

n Ta

ble

24

"TheheheHE

CHIL

DREN

'S PL

ACE

TO C

REAT

E”

&Ha

nds

forAR

T SHearts

Key

pub

licSe

lf-in

tere

sts

Prim

ary

Mes

sage

sIn

fluen

tials

Obj

ectiv

esSt

rate

gies

Tact

ics

Pote

ntia

l do

nors

Vis

ibili

ty

in th

e co

m-

mun

ity,

self-

wor

th,

wor

thy

retu

rn-o

n-in

vest

men

t, fa

vora

ble

perc

ep-

tion

from

no

npro

fit

lead

ers a

nd

com

mun

ity,

inve

stm

ent

of c

hild

ren’

s fu

ture

s and

he

alth

, tax

in

cent

ives

.

1. Y

our d

onat

ion

will

con

tribu

te to

th

e ar

ts e

duca

tion

of o

ver 1

,000

low

-in

com

e O

C c

hil-

dren

and

fam

ilies

.2.

We

are

grat

eful

fo

r you

r gen

eros

ity

and

will

dis

play

it

in th

e be

st p

ossi

ble

light

.3.

We

have

cou

nt-

less

opp

ortu

nitie

s to

reco

gniz

e yo

u in

spec

ial e

vent

s th

roug

hout

the

year

.

Sist

er o

r par

ent

com

pany

, com

-pe

titor

s in

the

phila

nthr

opy

nich

e, c

omm

u-ni

ty le

ader

s, lo

-ca

l gov

ernm

ent

offic

ials

, sch

ool

boar

ds, p

aren

ts,

empl

oyee

s, ch

ildre

n.

1. P

ublic

ize

the

new

nam

e of

the

orga

niza

tion,

st

artin

g N

ovem

-be

r 200

8.2.

Pur

chas

e ne

w

faci

lity

by Ja

nu-

ary

2009

.3.

Inc

reas

e ph

il-an

thro

pic

supp

ort

by 2

5% to

ope

n ne

w fa

cilit

y by

Ja

nuar

y 20

09.

4. C

reat

e ne

w

publ

icat

ions

that

ac

cura

tely

dis

-pl

ay th

e po

tent

ial

of th

e ce

nter

by

sprin

g 20

09.

5. G

et o

ne a

r-tic

le in

eac

h ne

ws

vehi

cle

(prin

t, on

line,

radi

o) b

y Ja

nuar

y 20

09.

1. I

nfor

m

pote

ntia

l do

nors

ab

out

bene

fits o

f gi

ving

.

-Res

earc

h an

d de

velo

p lis

t of

pot

entia

l do

nors

.-S

ched

ule

mee

ting

with

ex

ecut

ives

of

com

pani

es.

-Sen

d pi

tch

let-

ter,

broc

hure

, an

d m

edia

kit,

in

clud

ing

fact

sh

eet.

Com

mun

icat

ion

Con

firm

atio

n Ta

ble

(con

t.)

25

"TheheheHE

CHIL

DREN

'S PL

ACE

TO C

REAT

E”

&Ha

nds

forAR

T SHearts

Key

pub

licSe

lf-in

tere

sts

Prim

ary

Mes

sage

sIn

fluen

tials

Obj

ectiv

esSt

rate

gies

Tact

ics

Fam

ilies

cu

rren

tly

serv

ed

Chi

ldre

n’s

succ

ess

expe

rienc

ed

and

expe

ct-

ed, c

hild

’s

wel

l-bei

ng,

crea

tive

en-

viro

nmen

t, su

perv

ised

ca

re, s

ense

of

com

mu-

nity

, tru

st

and

fam

-ily

, hea

lthy

rela

tions

hips

w

ith o

ther

fa

mili

es

and

staf

f, ed

ucat

iona

l ba

ckgr

ound

an

d se

rvic

es,

time

and

mon

ey w

ell

spen

t.

1. O

CC

TAC

is

now

the

new

H

ands

& H

earts

for

ART

S ce

nter

.2.

You

are

par

t of

our f

amily

and

are

ex

cite

d to

shar

e th

is n

ews w

ith y

ou.

3. W

e w

ill k

eep

you

upda

ted

on

serv

ices

in th

e ce

n-te

r as w

e gr

ow to

se

rve

man

y m

ore

child

ren

in O

C.

4. R

emem

ber t

hat

all c

hild

ren

are

wel

com

e.

Chi

ldre

n, fa

mi-

lies t

hat u

se th

e or

gani

zatio

n’s

serv

ices

, sta

ff,

teac

hers

, em

-pl

oyer

s, sc

hool

bo

ard,

loca

l go

vern

men

t of

ficia

ls, c

hurc

h le

ader

s, do

nors

, ex

tend

ed fa

m-

ily, t

hera

pist

s, he

alth

care

pr

ofes

sion

als.

1. P

ublic

ize

the

new

nam

e of

the

orga

niza

tion,

st

artin

g N

ovem

-be

r 200

9.2.

Acq

uire

20%

ne

w d

onor

s to

culm

inat

e fu

nds

for f

acili

ty p

ur-

chas

e in

Janu

ary

2009

.3.

Cre

ate

new

pu

blic

atio

ns th

at

accu

rate

ly d

is-

play

the

pote

ntia

l of

the

cent

er b

y sp

ring

2009

.4.

Inc

reas

e fa

m-

ily p

artic

ipan

ts b

y 20

% b

y A

ugus

t 20

09.

1. E

ncou

r-ag

e to

use

se

rvic

es

and

to g

ive

back

to o

r-ga

niza

tion

(mon

etar

i-ly

or w

ith

time)

.

-Hos

t eve

nt

hono

ring

all

pare

nts.

-Tha

nk y

ou

card

s and

ce

rtific

ates

of

reco

gniti

on fo

r ha

rd w

orki

ng

pare

nts.

-Inc

lude

env

e-lo

pe fo

r fut

ure

dona

tions

.-M

ail o

ut

mon

thly

new

s-le

tter o

f rec

ent/

futu

re

Com

mun

icat

ion

Con

firm

atio

n Ta

ble

(con

t.)

26

"TheheheHE

CHIL

DREN

'S PL

ACE

TO C

REAT

E”

&Ha

nds

forAR

T SHearts

Key

pub

licSe

lf-in

tere

sts

Prim

ary

Mes

sage

sIn

fluen

tials

Obj

ectiv

esSt

rate

gies

Tact

ics

Loc

al

colle

ge

stud

ents

Job

oppo

r-tu

nitie

s in

the

orga

-ni

zatio

n or

in

the

non-

profi

t circ

uit,

volu

ntee

r-in

g, se

lf-fu

lfillm

ent,

expe

rienc

e w

ith c

hil-

dren

, han

ds-

on le

arni

ng,

teac

hing

as

pect

, bus

i-ne

ss a

spec

t, ne

twor

king

.

1. W

e pr

ovid

e ar

ts p

rogr

ams

for c

hild

ren

of

all b

ackg

roun

ds,

enco

urag

ing

heal

thy

expr

essi

on

and

educ

atio

nal

grow

th.

2. T

each

ing

and

volu

ntee

ring

op-

portu

nitie

s are

av

aila

ble

for y

ou to

w

ork

with

chi

ldre

n w

ho n

eed

men

tors

an

d en

cour

age-

men

t.3.

Eac

h op

portu

-ni

ty is

rew

ardi

ng

and

can

help

you

la

y th

e fo

unda

tion

of y

our f

utur

e.

Prof

esso

rs,

guid

ance

co

unse

lors

, in

tern

ship

adv

i-so

rs, f

amily

, fr

iend

s, le

ader

s in

teac

hing

, th

erap

y, o

r arts

in

dust

ries.

1. G

et o

ne a

rticl

e in

eac

h ne

ws m

e-di

a (c

olle

ge, p

rint,

onlin

e) b

y Ja

nu-

ary

2009

.2.

Pub

liciz

e pr

ospe

ct o

f new

fa

cilit

y by

Janu

-ar

y 20

09.

3. D

oubl

e nu

m-

ber o

f vol

unte

ers

by D

ecem

ber

2009

.

1. P

ub-

liciz

e pe

rson

al

grow

th

and

care

er

oppo

rtuni

-tie

s.

-Con

tact

co

llege

s for

in

tern

ship

op

portu

nitie

s av

aila

ble.

-Con

tact

art-

inte

rest

dub

s an

d or

gani

za-

tions

; hos

t co

ordi

nato

r ev

ent.

-Cre

ate

vol-

unte

er si

gn-

up sh

eets

av

aila

ble

at

the

chec

k-in

co

unte

r.

Com

mun

icat

ion

Con

firm

atio

n Ta

ble

(con

t.)

27

"TheheheHE

CHIL

DREN

'S PL

ACE

TO C

REAT

E”

&Ha

nds

forAR

T SHearts

Key

pub

licSe

lf-in

tere

sts

Prim

ary

Mes

sage

sIn

fluen

tials

Obj

ectiv

esSt

rate

gies

Tact

ics

Loc

al

artis

tsV

isib

ility

in

the

com

mu-

nity

, fut

ure

colla

bora

-tio

ns, n

et-

wor

king

, te

achi

ng,

to in

spire

, co

mm

unity

ou

treac

h, to

fin

d po

ten-

tial s

pons

ors,

arts

edu

ca-

tion,

cre

ativ

e at

mos

pher

e,

rew

ardi

ng

expe

rienc

es.

1. Y

ou h

ave

the

oppo

rtuni

ty to

sh

are

your

cre

ativ

e pa

ssio

n an

d ta

lent

by

vol

unte

erin

g.2.

You

can

insp

ire

child

ren

in O

C b

y be

com

ing

a m

en-

tor.

3. Y

ou c

an b

ecom

e be

tter a

cqua

inte

d w

ith th

e co

mm

u-ni

ty w

hile

shar

ing

impo

rtanc

e of

the

arts

.

Frie

nds,

scho

ol

boar

d, lo

cal

gove

rnm

ent o

f-fic

ials

, don

ors,

indu

stry

lead

-er

s, te

ache

rs,

fam

ily, o

wn

child

ren,

you

ng

stud

ents

.

1. G

ain

mor

e ex

posu

re th

roug

h ne

wsp

aper

, m

agaz

ine,

radi

o,

onlin

e, so

cial

net

-w

ork

syst

ems b

y Ja

nuar

y 20

09.

2. P

ublic

ize

pros

pect

of n

ew

faci

lity

to n

ews

agen

cies

(prin

t, ra

dio,

tele

visi

on,

onlin

e) b

y Ja

nu-

ary

2009

.3.

Inc

reas

e ph

il-an

thro

pic

supp

ort

by 2

5% to

ope

n ne

w fa

cilit

y by

Ja

nuar

y 20

09.

1. G

ain

inte

rest

in

teac

h-in

g an

d/or

vo

lunt

eer-

ing

at th

e ce

nter

.

-Con

tact

loca

l sc

hool

s, bu

si-

ness

es, g

alle

r-ie

s, st

udio

for

recr

uitm

ent.

-Cre

ate

inte

rest

an

d em

path

y fr

om m

ailin

gs

and

phon

e ca

lls.

Com

mun

icat

ion

Con

firm

atio

n Ta

ble

(con

t.)

28

&HandsforARTSHearts


Calendar

The whole calendar that we have designed for Hands & Hearts for Arts is planned around our Special Event, to take place on Saturday, March 21, 2009. The News Release is to contact media concerning the occurrence of the event, and will be sent to local mediums two weeks before the event. The direct mail piece is sent to families currently served and will inform them of our decision to change the organization name. The brochure and fact sheet will be started on immediately, so that our name change is consistent throughout all literature that is available for pick-up at our center, and also be ready and avilable at our special event. The pitch letter will be used after the event, as we plan to increase our donor list through the event. Planning for the special event will begin in January, two and a half months prior to the event, allowing ample time to make all the preparations needed for the day of.

29

"TheheheHE

CHIL

DREN

'S PL

ACE

TO C

REAT

E”

&Ha

nds

forAR

T SHearts

Cal

enda

r (c

ont.)

30

"TheheheHE

CHIL

DREN

'S PL

ACE

TO C

REAT

E”

&Ha

nds

forAR

T SHearts

Cal

enda

r (c

ont.)

31

"TheheheHE

CHIL

DREN

'S PL

ACE

TO C

REAT

E”

&Ha

nds

forAR

T SHearts

Cal

enda

r (c

ont.)

32

"TheheheHE

CHIL

DREN

'S PL

ACE

TO C

REAT

E”

&Ha

nds

forAR

T SHearts

Cal

enda

r (c

ont.)

33

&HandsforARTSHearts


Budget

Item Description Quantity Cost Per Unit Total EstimatePress Release• Write in-house N/A 0 $0• Distribute via E-mail N/A 0 $0• Translation services (Spanish/Vietnamese)

3 $100/hour $300

Subtotal $300E-mail blasts (with news updates)• Distribution N/A 0 $0 Subtotal $0Postcard (direct-mail)• 5x7, four color, high gloss printing 500 $0.14 $70• Postage 500 $0.42 $210 Subtotal $280Pitch letter distribution• Write in-house N/A 0 $0• Distribute via E-mail N/A 0 $0 Subtotal $0Brochure (direct-mail)• 8.5x11, tri-fold, four color printing 750 $0.19 $140• Postage 500 $0.42 $210• Write in-house N/A 0 $0• Translation services (Spanish) 2 $100/hour $200• Student photographer fee/expenses 1 $250 $250• Student graphic designers fee 1 $250 $250 Subtotal $1050Fact sheet (in media kit)• Distribute via E-mail N/A 0 $0 Subtotal $0Special Event (75 guests)• Hand-delivered invitations in envelopes (4x6, bi-fold, four-color printing)

250 $0.40 $100

34

&HandsforARTSHearts


Item Description Quantity Cost Per Unit Total Estimate• Location (center facility) 1 0 $0• Save the Date E-mail 250 0 $0• Sound system rental, with operator 1 $1000/half day $1000• Food and refreshments o Donated baked goods 20 0 $0 o Appetizers/light food 75 $5 $400 o Refreshments (soft drinks, water, lemonade)

75 $1 $100

• Rental equipment o Round tables 10 $10 $100 o Chairs 80 $3 $240 o Linens 10 $10 $100 o Glasses 80 $0.25 $20 o Flatware 80 $2/setting $160• Volunteer photographer 1 Donated $0• Special Guest: Local artist 1 Donated $0• Decorations (by children, volunteers)

N/A Donated $0

• Follow-up thank you cards o 4x6, bi-fold, four color printing

75 $0.67 $50

o Postage 75 $0.27 $20 Subtotal $2290

TOTAL ESTIMATED COST: $3920

35

Budget (cont.)

&HandsforARTSHearts


Evaluation Criteria and Tools

Objective 1: Change the name of the organization so that it properly reflects its service by the end of December 2008.

Evaluation tools: Create an awareness survey of the organization and the services it provides •

now. Distribute this on January 1, 2009. Compare that survey to a survey done on April 1, 2009 once the name has been changed. It is important to include services in the survey to ensure that people un- •

derstand what the newly-named organization does.

Objective 2: To successfully create awareness of the need for a new facility in the heart of Santa Ana by February 1, 2009.

Evaluation tools: Conduct surveys from December 10, 2008 through January 10, 2009 that •

depict the awareness level of the people on the need for a new facility. On April 1, 2009 send out a second survey that will show the awareness •

level of the community, for a new facility after efforts have been made to inform the community.

Objective 3: To increase the amount of philanthropic support by 25% by the opening of the new facility. Evaluation tools:

Create a spread sheet to keep track of the money being raised by philan- • thropists for the 2008 year. Compare it to the amount of financial support brought in from 2007. Create a second spread sheet at the end of 2009 that compares 2008 phil- •

anthropic money raised to the 2008 year, and so on until the actual opening day.

Objective 4: Create awareness of the need to hire administrative staff by April 1, 2009 for the new facility.

36

&HandsforARTSHearts


Evaluation tools: Conduct a survey on December 10, 2008 that depicts how aware the com- •

munity is of the need for an administrative staff within the organization. After months of awareness tactics are complete, take another survey on •

February 10, 2009 that will tell whether the community’s awareness levels of the need for new administration have gone up.

Objective 5: Create new publications that accurately display the full potential of the new Hands & Hearts for Arts facility by spring of 2009.

Evaluation tools: Host focus groups on January 5, 2009 that will review the layout and con- •

tent of newly designed publications such as brochures and fliers. Send out mail surveys on February 5, 2009 with a packet of the newly •

designed publications. These surveys will reflect the community’s opinion on the new publications.

Objective 6: Increase new family participants, from average, at risk and special needs families, 20% by August 1, 2009.

Evaluation tools: Create entry surveys that will measure the total number of new partici- •

pants by their key demographic. Generate graphs and charts that will help visualize the expansion of new •

participants.

Objective 7: Gain even more press and publicity through reporters and press releases by Jan. 1, 2009 for the start of the New Year and new facility.

Evaluation tools: Collect news clippings, reports and feature coverage and compare the total •

number to the previous year. Create a revised press contact list by December 31, 2008 and compare it to •

the contact list from the previous year.

37

Evaluation Criteria and Tools (cont.)

&HandsforARTSHearts


Recommendations for Future Client Actions

In addition to the suggestions outlined in the campaign, we suggest the following future additional actions for Hands & Hearts for Arts.

Hiring more administration to lessen the strain upon the center’s directors. • An assistant for Dr. Ana Jimenez-Hami would allow more time for the center’s director to network with other Orange County philanthroic groups and sponsors. Hosting an annual fundraiser • Consistently updating all of the organization’s publications• Sending out monthly digital newsletters to current donors which would •

include children success stories, news, and other updates from the center.

38

&HandsforARTSHearts


PART TWO: SUPPORT MatATERIALS/PR TOOLS

39

&HandsforARTSHearts


Copy Outline: Billboard

Key public: Parents

Secondary Publics: Children

Action desired from public(s): Sign your children up for our programs

How that action ties to key public’s self-interest: By becoming a member of the Hands & Hearts for Arts community you provide your child with a safe and healthy way to flourish, physically, mentally and emotionally within the arts.

Primary message: Hands & Hearts for Arts is a great place for your children to grow and develop in any area of the arts.

Secondary messages: The program is designed for all children, not just special needs or at risk •

children. Our staff is certified and experienced.•

Primary message: Come sign up!

Secondary messages: Tuition is extremely low and varies based on circumstance.• Scholarship opportunities are available.•

Primary message: Get involved and volunteer you time, money or resources.

Secondary messages: Volunteering provides a great way for you to give back to the community.• The children need your help and positive influence.• Gain recognition for your company and network, all while giving back.•

Third-party influentials and how they will be used: None

Slogan or tagline: The Children’s Place to Create

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Size of billboard: Regulation size

Proposed art: A child, bright eyed and smiling with a simply amount of text “Future Picasso.” It’s simply gets the point across. There will be our URL address and company logo on a plain black background. The only color is the color of the logo to make it really stand out. Location: Located off of the 22 freeway, exiting onto Main Street into Santa Ana.

Method and timing of distribution: As soon as possible to draw in attention while the new facility is in the process of development.

Print quantity and number of colors: Two billboards, both off of the 22 freeway into Santa Ana in four color print.

Timeline/deadline: For display starting on Jan. 1 up until the grand opening of the new facility at which time the billboard will be replaced with another one with a 3D image of what the new facility will look like.

41

Copy Outline: Billboard (cont.)

&HandsforARTSHearts


Billboard

Hand & Hearts for Arts will create a billboard that will target parents within the Orange County area. The secondary public will be children. The main tagline is “Future Pica-sso.” Next to the copy is a young boy with a bright, ear-to-ear smile. The message implies that our programs help kids achieve greatness in the arts. The action we are trying to create is that parents will sign up for the programs Hand & Hearts for Arts provides. Also, we want our second public, the children, to ask their par-ents to sign them up. We will instill in them a desire to achieve and take part in the arts.

The billboard, or billboards, if we choose to continue use in the future, will hold a strong message that communicates to the parent’s self-interests. Parents tend to want their child to grow and excel in all areas of life. Our billboard communicates that Hand & Hearts for Arts will meet that desire. It even suggests that our programs will go above and beyond the call of duty. Hand & Hearts for Arts is not just an after school program, it’s where any child can expand their creativity. This message appeals to the parent’s self-interest.

The primary message states that each child will flourish within our programs. The bill-board projects the idea that all kids are welcomed and they will expand on their given abilities, no matter what they might be.

The other primary message is for parents to sign up. On the billboard is a web address that can be used as a way for parents to get their children involved. Billboards must remain simply, the fewer the words the more straight forward the message. Drivers only have a second or two to see, read and comprehend the message. Instead of saying the who, what and where to signing up, we simply placed a link to get all the information. This also creates a little bit of curiosity and parents are bound to visit the site just to gain more info.

The layout is simply but speaks volumes. The color scheme is black and white with a dash of color on our logo only.

Hand & Hearts for Arts will aim to have the new billboard up by January 1, in time to start the New Year and move into our new building. Again, by posting the billboards at the start of the New Year, we gain one step more towards increasing our enrollment

42

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number and donations. Placement of the billboard will be off the 22 freeway coming into Santa Ana, where the new and old facilities are located.

43

Billboard (cont.)

www.handsandheartsforarts.org

&HandsforARTSHearts


Copy Outline: Brochure

Key public: The brochure is intended to target potential Hands & Hearts for Arts donors, including local businesses.

Secondary publics: It will also provide basic background information regarding Hands & Hearts for Arts for local college students and artists who may be willing to donate their time.

Action desired from public(s): The main action desired from potential donors to the organization is the donation of funds, volunteer efforts, or the proposal of sponsorship opportunities.

How that action ties to the key public’s self-interest: The potential donors will be interested in donating either funds, in-kind donations, volunteer support, or the proposal of sponsorship opportunities to gain visibility in the community as a philanthropic busi-ness and community leader and gain a favorable perception from nonprofit leaders and the community.

Primary message: Hands & Hearts for Arts is a credible, professional, and established children’s arts organization in Orange County.

Secondary messages: Mission statement and vision• Brief overview of history of the organization• List of programs offered• Benefits of the organization to the community•

Primary message: Hands & Hearts for Arts has built connections with established and respected organizations in the community.

Secondary messages: List of past and current donors and partnering organizations• Testimonials/quotes from past and current donors and volunteers•

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&HandsforARTSHearts


Primary message: Hands & Hearts for Arts is open to forming new relationships with local businesses and volunteers.

Secondary messages: Brief overview of how businesses/volunteers can get involved or •

make a donation Contact information•

Third-party influentials and how they will be used: Testimonies and quotes from past/current donors to Hands & Hearts for Arts as well as those from children and parents involved in the organization will be used to build confidence in the worth of the organiza-tion in the minds of the potential donors and volunteers.

Proposed cover title and cover copy: The Hands & Hearts for Arts title as well as the theme of “the children’s place to create,” and the copy, “help to create colorful lives,” will be on the cover of the brochure.

Proposed cover photos/art: The Hands & Hearts for Arts logo and photo of a child en-joy himself at the center will decorate the cover of the brochure.

Method and timing of distribution: The brochures will be designed as direct-mail pieces and mailed to local businesses, including past, current, and potential donors, in Orange County during the start of the new fiscal year, which begins on Jan. 1, 2009. The brochures will also be part of a counter display at the reception desk of the center for cur-rent volunteers and parents starting in December. Bundles of brochures will be distrib-uted to local colleges and art studios during the start of the new school term, beginning at the end of January.

Brochure size and paper: The brochure will be printed on both sides of 8.5” x 11” paper in a landscape orientation and tri-folded. The paper stock will be high quality, with a glossy finish.

Print quantity and number of colors: 750 four-color brochures will be printed.

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Copy Outline: Brochure (cont.)

&HandsforARTSHearts


Other art to be used (other than cover): Photos of children utilizing and participating the various programs of the center will be included, as well as pieces of art created by children in the center.

Timeline/deadline: January 15, 2008

46

Copy Outline: Brochure (cont.)

&HandsforARTSHearts


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48

Brochure (cont.)

&HandsforARTSHearts


Business Card

&HandsforARTSHearts

"T��HE CHILDREN'S PLACE TO CREATE”

2215 N. BroadwaySanta Ana, CA 92607(714) 547-5468handsandheartsforarts.org

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&HandsforARTSHearts


Copy Outline: Direct-mail Postcard

Key public: Families currently served

Secondary publics: Donors, potential donors, potential families, volunteers

Action desired from public(s): Awareness of new image and current growth

How that action ties to the key public’s self-interest: Shares sense of family and trust, continues a healthy relationship with other families and staff, proof of time and money well spent, and extension of services continues successes already seen in youth at the center.

Primary message: We have a new name, Hands & Hearts for Arts!

Secondary messages: We have a genuine dedication to children. We have expanded to serve •

over 1,000 children in Orange County this past year! The arts are our passion. We offer over 15 afterschool arts programs for •

your children to empower themselves and become better students in the classroom. We are here to serve you because you are family! For the past eight years, •

you have been our inspiration to create positive programs for children in Orange County. Your support and volunteerism has made us focus on what is important, providing a safe and welcoming environment for every child that uses our services.

Primary message: We are finding a new home.

Secondary messages: The amount of services and children we serve encourages us to widen our •

doors, as we come to purchase a new building in the Artist’s Village in Downtown Santa Ana. The new building is very close to our Broadway location and is at the cen- •

ter of Santa Ana’s blossoming, young, arts community.

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&HandsforARTSHearts


We have the opportunity to work with several aspiring artists in the Or- • ange County community that would love to mentor children at Hands & Hearts for Arts.

Primary message: Invite your family and friends!

Secondary messages: We are always looking for dedicated volunteers like you. With the new •

building, we plan to host more classes, calling for more help. Each child has a success story, whether it is a beautiful painting or receiv- •

ing an A on a test; share these stories with your family and friends. We love to share these moments with you and your families. Every child has a talent! Encourage someone you know to visit your •

child’s class to see the variety of programs we offer and creativity we foster.

Third-party influentials and how they will be used: Siblings, doctors, friends, and staff will provide quotes and personal pictures.

Proposed cover title and cover copy: We’re growing, thanks to you! Since 2001, the Orange County Children’s Therapeutic ARTS Center has serves hundreds of children explore the creative side in life. Today, the new Hands & Hearts for Arts Center contin-ues that dedication to your child and family with programs that mentally, physically, and emotionally motivate all aspects of life.

Proposed cover photos/figures/art: Pictures of trees and flowers, and close-up photos of children in classes at the center.

Source of mailing list: The center’s list of current parents and donors, and Charity Navi-gator search of local donors and corporate givers.

Mailer size and paper: 5” x 7”, card stock with glossy finish.

Print quantity and number of colors: 500 prints, and four colors.

Copy Outline: Direct-mail Postcard (cont.)

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&HandsforARTSHearts


Other art to be used (other than cover): Picture of the new building, picture of an inter-acting class, picture of recent fundraiser, picture of involved parents or volunteers.

Timeline/deadline: Must be mailed by January 23, 2009.

Copy Outline: Direct-mail Postcard (cont.)

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&HandsforARTSHearts


Direct-mail Postcard

The Orange County Children’s

Therapeutic ARTS Center is

We have a genuine dedication to children.We have served over 1,000 Orange County children in 2008!

� e arts are our passion. We off er over 15 afterschool arts programs for your children to empower themselves and become better students in the classroom.

You are our family!For the past eight years, you have been our inspiration to create positive programs for children in Orange County. Your support and volunteerism has made us focus on what is important, providing a safe and welcoming environment for every child that uses our services.

215 N. Broadway St. Santa Ana, CA 92706 (714) 547-5468

HandsforARTS&Hearts

� e Children’s Place to Create!

Now...

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&HandsforARTSHearts


Direct-mail Postcard (cont.)

HandsforARTS&Hearts

Exciting news to share about a NEW HOME in the Artist’s Village!

Find out MORE by calling us or visiting us online!

� e Children’s Place to Create!

Coming Soon!

54

&HandsforARTSHearts


Copy Outline: Fact Sheet

Key public: Donors Action desired from public(s): Donate your time, money or resources at www.hand-sandheartsforarts.org and make a difference in the lives of our communities children.

How that action ties to key public’s self-interest: By financially contributing to Hands & Hearts for Arts your company is bringing thousands of new opportunities to families and children throughout Orange County. Becoming a financial contributor for Hands & Hearts for Arts allows your organization the opportunity to give back to a community that has given to you. By contributing funds, you are taking an active part in helping our children grow, develop and learn. Your donations will go directly to funding programs that children love.

Primary message: Hands & Hearts for Arts provides a great way for your company to give back to the community.

Secondary messages: Donations go directly to supporting children’s development and love for •

all areas of the arts

Primary message: Financial contributors are given countless opportunities for adver-tisement and promotion.

Secondary messages: Billboard sponsorship• Radio press• Local newspaper coverage•

Third-party influentials and how they will be used: Other company competitors that have donated their financial support. Proposed figures/art: The Hands & Hearts for Arts logo

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&HandsforARTSHearts


Method and timing of distribution: The fact sheet will be distributed immediately to various businesses and organizations throughout Orange County and the surrounding area. The fact sheets will be distributed on Dec. 1, just in time for the holiday season to begin and the New Year to arrive, when businesses are more apt to donate. The fact sheets will come in the form of media kits, involving various art tools which will deliver an artistic feel to the overall message.

Follow-up: Thank you cards, along with a newly designed brochure, will be sent out to all donors for their support.

Finished size and paper weight: Typical 8 ½ x 11 on nice quality paper. Cream color with some form of children’s art on it. Heavier than regular paper.

Print quantity and number of colors: Hundreds will be printed and colors will be black and white with just logo color variation. A four color print. Timeline/deadline: For Dec. 1. release to increase donations for the new facility and other expanding opportunities. Deadline will be before the new doors open. Once the new facility is up and running the fact sheet will be changed to meet the facility information.

56

Copy Outline: Fact Sheet (cont.)

&HandsforARTSHearts


Fact Sheet

Hands and Hearts for Arts2215 N. Broadway

Santa Ana, CA 92607Phone: (714) 547 5468

History of the Organization Hands & Hearts for Arts, formally Orange County Children’s Therapeutic Arts Center, was founded in 2000 by Dr. Ana Jimenez, to provide a nonprofit organization that combined therapy and arts to help children expand their creativity.

Upcoming Events Hands & Hearts for Arts was formerly known as OCCTAC but is no longer limited to just therapeutic arts. The organization hosts children from all walks of life, not just special needs and at risk children.

Secondly, Hands & Hearts for Arts is in the process of a purchasing a larger facility in Santa Ana to accommodate the growing numbers of children.

Who We Serve Hands & Hearts for Arts serves over 1,000 children and youth per year. We serve surrounding Orange County families, youth and young adults.

Where Do Donations Go Any donation, whether it is financial, of your time or of your resources, goes directly into the children’s program funding, facility maintenance, and top notch faculty and staff.

Programs We Offer Hands & Hearts for Arts offers a wide variety of pro-grams ranging from dance classes such as hip hop, to painting, technology, music, and performing arts. It is through generous donations that we are able to offer such a wide variety of creative activities.

Our Goal To empower youth through artistic training, and building self-esteem, confidence and leadership in a nurturing and creative environment.

Contact: Dr. Ana Jimenez-HamiFounder & Executive Director(949) [email protected]

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Copy Outline: Feature Release


Secondary publics: College students, families currently served, low-income, ethnic minority families.

Action desired by pubic(s): Call our center to inquire about our services and to donate to our mission.

How that action ties to the key public’s self-interest: Possible investment in children’s futures and health, the organization helps local children and families, worthy return-on-investment, and the organization is of credible interest to the community.

Proposed theme: Creativity creates endless possibilities for every child, regardless of background.

Proposed headline: “Teen celebrates life through art and community”.

Proposed lead: Martha and her mother visited a small building in northern Santa Ana five years ago not anticipating anything other than an afterschool arts class. Today, the Chapman University freshman colorfully says otherwise of Hands & Hearts for Arts.Primary messages:

Primary message: Children in Orange County can benefit from arts programs in their education and everyday lives.

Secondary messages: Many parents cannot afford safe, afterschool childcare and tutoring ser- •

vices, leaving children to explore vices such as violence, drugs and alcohol. The center provides a secure, supervised environment with other parents, •

teachers and staff, all able to meet your child’s needs. Over 1,000 inner city children have made friends and family through the •

center.

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&HandsforARTSHearts


Primary message: Arts encourage learning.

Secondary messages: Martha and other have experienced an increase in self-esteem, making •

school work more approachable and creating sharper, detailed learners. Students from the center have become more involved in school activities, •

educating the children in ways beyond the artistic. Martha, and several other students, have attended the Orange County High •

School of the Arts, opening numerous possibilities for college and career choices.

Primary message: Positive experiences are continuous as young adults come back to help the center year after year.

Secondary messages: Students like Martha return to volunteer or become instructors at the cen- •

ter. Several attend local colleges, majoring in areas that can help them serve •

the community in the future. At Chapman University, Martha is an example of a positive environment •

and creativity beyond any science.

Third-party influentials and how will they be used: Parents, college professors, friends, and center administration who knew Martha can provide quotes and/or personal photos; individuals familiar with the center’s work can provide quotes.

Proposed photos/art: Photo collage of Martha as a child at the center, as a Chapman student, and as a volunteer.

Desired length: About 600 to 800 words.

Method and timing of distribution: Email pitch will be made the second week of De-cember 2008. Email and fax of story and photos will be sent the last week of December.

Copy Outline: Feature Release (cont.)

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&HandsforARTSHearts


Specific media to receive story: Orange County Register, Los Angeles Times, OC Fam-ily, Orange Coast Magazine, Aliso Laguna News, Balboa Beacon, Beach Cities Style, The Capistrano Dispatcher, Coast Magazine, Garden Grove Journal, Huntington Beach News, Ladera Times, Laguna Beach Coastline Pilot, Laguna Beach Independent, Laguna Journal, Location 3, Metro Evening News, OC Metro, Orange County Voice, San Clem-ente Times, and San Clemente Journal.

Follow-up with media: Phone and telephone confirmation of receiving pitch letter and story. Observe comments on Web site article and letters to the editor.

Timeline/deadline: Story must run by the third week of January 2009 because it will be coincidental with the mailing of our direct-mail piece, which highlights the name change to Hand & Hearts for Arts.

Copy Outline: Feature Release (cont.)

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&HandsforARTSHearts


Feature Release

Hands & Hearts for Arts2215 N. Broadway St.Santa Ana, CA 92706Contact: Vanessa BanuelosPhone: 714-553-3716

“Teen celebrates life through art and community”

Santa Ana, Calif.- At 11 years old, Martha Rivera and her mother visited a small build-ing in northern Santa Ana not anticipating anything other than an afterschool arts class. Today, the Chapman University freshman colorfully says otherwise of Hands & Hearts for Arts.

Rivera’s story begins with fond memories of walking to school with her mother every morning. The building was nothing fancy, maybe seeming a little empty, said Rivera. A sign read “Orange County Children’s Therapeutic ARTS Center, seven dollars for arts classes!.”

“My mom thought it was too good to be true,” said Rivera. “Five dollars for dance, art, music, and drama classes? There had to be some catch to it. We’d probably be later charged $40 my family didn’t have.”

Rivera was persistent and persuaded her mother to inquire enrollment for her and her three younger siblings in the summer of 2001.

“I was really excited when my parents said I could take classes,” said Rivera. “I can only remember taking piano, painting, drawing, and arts and crafts. Not only did I discover how I love art, but I made life-long friends and have a respect for people who give back to their community.”

Dr. Ana Jimenez-Hami, founder and director of the center, was Rivera’s motivation in ap-plying to the Orange County High School of the Arts in Santa Ana.

“I was planning to attend Santa Ana High School like the rest of my friends,” said Rivera.

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“Dr. Jimenez-Hami reminded me that I had talent that far exceeded the arts, and OCSHA will help me reach my goals of graduating from college and starting a career.”

Today, Rivera is studying psychology at Chapman University in Orange, Calif. on an aca-demic scholarship. A visit to Olive Crest, an organization that provides services and care to abused women and children in Santa Ana, sparked Rivera’s interest in the field.

“I have never taken my experiences at Hands & Hearts for granted,” said Rivera. “I teach four classes a week, piano and music theory. The center is so much more than a learning center, it is a family,” she said. “It’s not unusual to see parents, including my mom, cook for a fundraiser. We take care of each other and share in the memories the kids make on a daily basis.”

Rivera is an inspiration to the community of Hands & Hearts for Arts, said Jimenez-Ha-mi.

“Martha is a beautiful example of every child’s capabilities through a healthy arts educa-tion,” said Jimenez-Hami. “She is proof that regardless or race, class, or health, art is an expression of life and living.

“Seeing her in the community, with a passion to help others at the expense of her free time makes me proud that Hands & Hearts is a dynamic environment,” she continued. “We can never stop giving.”

Hands & Hearts for Arts, formerly the Orange County Children’s Therapeutic ARTS Cen-ter, is a Santa Ana-based non-profit organization that combines the arts, academics, and creative therapies in afterschool programs for children of all backgrounds. Founded in 2001, the center has served over 1,000 children, working off the generosity of volunteers, grants and private donations.

In addition to her busy schedule, Rivera is an active participant in the choir and church of Our Lady of Guadalupe Roman Catholic Church. Her work in the church further devel-oped her interest in public service.

Feature Release (cont.)

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“I planned on serving as a missionary for one year,” said Rivera. “Despite the knowledge I have acquired in school and church, witnessing poverty and violence will strengthen me and give me the wisdom to help those who need someone to turn to.”

Above Rivera’s bed hangs a bird created out of wire, a piece of sentimental art and thanks.

“Whatever the future has in store for me, I’m ready,” said Rivera. “The possibilities are endless. Whether it be working for the United Nations or Hands & Hearts for Arts, I know I will always be a thankful person.”

For more information on Hands & Hearts for Arts, please visit www.handsandhearts-forarts.org or call (714) 547-5468.

--Words: 669

Feature Release (cont.)

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Invitation

Handsfor ARTS

& Hearts

Hands and Hearts for Arts cordially

invites you and a guest to attend

our fundraising benefit auction on

Saturday, January 24, 2009 at two in

the afternoon until seven at night.

Keynote spreaker Prominent Mexican

Artist Ruben Ortiz-Torres with

auction to follow.

Casual attire. Refreshments will be

provided.

2215 N. Broadway

Santa Ana, CA 92706

(714) 547-5468

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March 21,

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Copy Outline: Newsletter

Key public: Current and past donors

Secondary publics: Parents, potential donors, potential families

Action desired from public(s): Current, potential, and past donors – to get involved with Hands & Hearts for Arts by donating and giving to the organization. Parents and potential families – to get involved with Hands & Hearts for Arts by having their children participate in our offered programs.

How that action ties to the primary public’s self-interest: Current, past and potential donors – they will feel like they are helping a great cause when donating and feel good about themselves for helping. Families and potential families – they will be providing arts education for their children in a society where the recognition of the importance of the arts is dwindling

Third-party influentials and how they will be used: Children who attend the center – quotes and interviews, one featured each month. Volunteers – quotes about the rewarding experiences they receive working at the center

Overall tone: Happy, educational, caring

Masthead text and art: Logo enlarged with newsletter title – “ArtsWatch.” Use of mainly primary colors, simple, uncluttered.

Proposed lead story: Bob Hill’s generous donation of musical instruments to the center

Proposed lead story art: Picture of Bob Hill and children with some instruments

Regular features or sections and how they appeal to the key public’s self-interests: Featured art by the children – create sympathy with the current and past •

donors, and makes aware the good that the center is for the children. They will then want to give to the center, so that children can continue to produce great art, and feel good about it.

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Featured child – create sympathy with the current and past donors, and • makes aware the good that the center is for the children. They will then want to give to the center, so that the children can continue to benefit from the center, and feel good about it. Calendar of events – current and past donors are made aware of the up- •

coming events, encouraged to attend them, and to see what the center has to offer. This will make them want to donate to the center so that they can benefit from the self-reassurance of giving to a good cause. Regular programs offered – this lets current and past donors know what •

kind of programs are offered at the center and the need for more programs and space as the center is growing. They will the donate to provide for more teachers and a bigger building the means for children to learn in a more efficient and fun environment.

Other stories or articles: Making of the video – one of the teachers filmed a music video with the •

children dancing to Michael Jackson’s “Thriller” in the spirit of Halloween Featured volunteer• Featured donor• Arts events around the community (specifically in Orange County)•

Other photos/art: Photos of children working on projects and performing• Photos of volunteers and teachers helping the children• Photos of parents watching their children participate in the art• Art by the children•

Method and timing of distribution: Mailed to current and past donors on the first week of each month. Made available at the center for parents and potential families (current edition). Hand delivered during pitch meetings to potential corporate donors (most recent edition)

Finished size, number of pages, and paper: 8.5 x 11, 4 pages, regular paper

Copy Outline: Newsletter (cont.)

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Print quantity and number of colors: 250 copies, Two colors

Timeline/deadline: Article deadline – ready for print on the third week of the month, starting in November, every 6 months. Print deadline – printed on the fourth week of the month, starting in November, every six months. Mailing – mailed on the first week of the month, starting in December, every six months.

Copy Outline: Newsletter (cont.)

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Newsletter

HandsforARTS&Hearts ArtsWatchFALL 2008 ISSUE

Bob Hill of Coastal International reads a thank you poster made by the children at the center. Photo courtesy of The Orange County Register.

In This IssueHill’s Donation

Thriller

Featured Student

Featured Art

Programs Offered

Calendar of Events

(this page)

(page 2)

(page 2)

(page 3)

(page 3)

(page 4)

Strum, drum, dream: Donation means kids can playBy Eric Carpenter, courtesy of The Orange County Register

SANTA ANA – In the eight years since Hands & Hearts for Arts opened, plenty of music teachers have been willing to teach children how to play drums, guitar and saxo-phone.

The problem: a severe shortage of instruments.

That all changed one afternoon when a semi-tractor trailer arrived carrying 45 new instruments, includ-ing two drum sets, acoustic guitars, and brass and woodwind instru-ments.

All for free.

The donation came from a San Francisco Bay-area convention ex-

hibitor -- with local offices in Tustin -- who read about the center in an OC Register article last month.

The exhibitor, Coastal International, installs booths at trade conventions and works with Michael Musical In-struments, based in Brazil. The com-panies work together every year at the NAMM Show in Anaheim, a massive music-merchant exhibit, and store loads of instruments locally after the show ends in January.

The instruments are displayed at the show. Afterward, typically, they arestored until sold. These just didn’t sell.

Bob Hill, an executive at Coastal International who lives in San Juan Capistrano, read about HHA and

wanted to help out.

“It cost the company money to store these instruments, so we were look-ing for a worthy cause,” said Hill. “I saw this group in the paper and I thought: Perfect.”

The center used to have two electric guitars, which means students could never check them out to take home and practice. With the donation, it now has more than two dozen six-string and bass guitars.

“This is a big help,” said Gustavo Figueroa, 19, who grew up going to the arts center and now works there. “Now children can come here and learn. And they can explore their creativity.”

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Newsletter (cont.)

ArtsWatch FALL 2008 ISSUEPAGE 2

Photograph of featured student

Meet: Feature StudentStory story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story.

Story story story story story story story story story story story story story story story story story story story story story story story story story story.

Story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story.

Story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story.

Story story story story story story story story story story story story story story story story story story story story story story story story story story.

Story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story.

“ Quote quote quote quote quote quote quote quote quote quote quote.”

Making of the Video: Thriller

Story story story story story story story story story story story story story story story story story story story story story story story story story story story

Story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story

Story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story.

Photograph of teacher filming students dancing for the music video.

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Newsletter (cont.)

ArtsWatchFALL 2008 ISSUE PAGE 3

About the PieceStory story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story.

Story story story story story story story story story story story story story story story story story story story.

Story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story story.

Programs We OfferPrograms programs programs

Programs programs programs







Days days

Days days

Days days

Days days

Days days

Days days

Days days

Days days

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Newsletter (cont.)

ArtsWatch FALL 2008 ISSUEPAGE 4

HandsforARTS&Hearts

Calendar of Events

Upcoming Community Events

Event event event

Event event event

Event event event

Event event event

Event event event

Event event event

Event event event

Event event event

Event event event

Event event event

Event event event

Event event event

Event event event

Event event event

Event event event

Event event event

Date

Date

Date

Date

Date

Date

Date

Date

Date

Date

Date

Date

Date

Date

Date

Date

Event event event

Event event event

Event event event

Event event event

Event event event

Date

Date

Date

Date

Date

Visit our Web site atwww.handsandheartsforarts.org

Phone: (123) 456-7890Fax: (234) 567-8901

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Copy Outline: News Release

Key public: Current, past, and potential donors in the local Orange County community

Secondary publics: Current families served at the center, and potential families that can benefit from the programs offered

Action desired from public(s): Current past, and potential donors – The story will create empathy within the key public and inspire them to give and donate to the cause. Current and potential families – The story will inspire the secondary publics to take part in an ef-fort to revive the arts.

How that action ties to the key public’s self-interest: The key public donating and giv-ing to the cause will make them feel like they have done something good in the world. The secondary publics will be able to participate in a spreading of the arts, and allow their children to get great arts education at a welcoming organization.

News hook: Hands & Hearts for Arts is holding a special event to fundraise for a new building.

Proposed headline: “Hands & Hearts for Arts Plans for a New Building”

Proposed lead: “Hands & Hearts for Arts is hosting a special event in order to fundraise to acquire a new building.”

Primary message: Hands & Hearts for Arts is holding an event to raise money in order to acquire a new building to offer its programs

Secondary messages: Date and time of event: Saturday, January 24, 2009 at 1 p.m.• Venue of event: Current center• The event will include children’s performances, an art show, a couple of •

guest speakers and a speech by Dr. Ana Jimenez. Snacks and refreshments will be served at this event.•

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Copy Outline: News Release (cont.)

Primary message: The center is currently growing fast and needs a bigger space to offer their programs.

Secondary messages: Quote from Dr. Ana Jimenez describing the current condition of their •

meeting area. Statistics demonstrating the rapid growth of the center• How many rooms are available for the children to learn in and the number •

of classes and meetings that go on every day

Primary message: Hands & Hearts for Arts is fundraising to acquire a new building for their center.

Secondary messages: Prospective, past and current donors will be invited to attend the event• The guest artist will be donating art that will be auctioned off at this event. •

All proceeds will benefit the acquisition of the new building. A table will be set up at the event with informed representatives for inter- •

ested donors to get more information or to donate.

Third-party influentials and how they will be used: A local well-known artist will be invited to speak at the event. Dr. Ana Jimenez will be speaking at the event, and will also be quoted in the release

Proposed photos/figures/art: A photograph of the children performing at the event.

Method and timing of distribution: E-mail news release two weeks before the event

Specific media to receive release: Local Orange County and Los Angeles County news-papers, magazines, and broadcast TV news stations.

Follow-up with media: Call mediums that release has been sent to and re-pitch the story

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Copy Outline: News Release (cont.)

Timeline/deadline: Press release written three weeks before the event. Press release proofread, edited, and sent to mediums two weeks before the event, which will take place on Saturday, March 21, 2009.

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News Release

Hands & Hearts for Arts2215 N. Broadway St.Santa Ana, CA 92706Contact: Crystal ChouPhone: 714-553-3716

“Hands & Hearts for Arts plans for a new building”

SANTA ANA, CALIFORNIA – Hands & Hearts for Arts is currently growing fast and needs a bigger space to offer their programs, says Ana Jimenez, director of Hands & Hearts for Arts. HHA will host a special event in order to fundraise to acquire a new building. The event will be held on January 24, 2009, at 2 p.m. in the current center. It will include performances by the children and an art show that will feature pieces by the children.

HHA is a non-profit organization that aims to empower youth and their families, includ-ing those with special needs or who are at risk, to reach their fullest potential through comprehensive multicultural and multilingual art-based programs, says Jimenez.

The organization has served over 1,000 children in the year 2008 alone, and it continues to grow, with more children coming in every day. It offers over 15 programs involving art education, including an after school program that allows children to participate in music, visual arts and dance. However, the current location has only one enclosed room avail-able for children, while the remainder of the space is open, but sectioned off. The current center is only 2,500 square feet, but needs at least an extra 1,000 square feet for ample storage room and activity space.

“There’s just not enough room for all the children to do their activities. We really need some more space so that they can let their creativity flow,” says Gustavo Figueroa, who grew up going to the center and now works there. “It’s disheartening for them. They get excited to do something, and they get let down.”

Current, past and potential donors are invited to attend this event, as well as all members

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of the local community, in hopes to receive significant donations that will help them in their objective. Prominent Mexican artist Rubin Ortiz-Torres donated pieces of his own art to be put up for auction, and will also be speaking at this event. All proceeds from the auction will go towards fundraising efforts.

###For more information on this event, please contact Ana Jimenez at (714) 547-5468 or [email protected].

News Release (cont.)

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Copy Outline: Pitch Letter

Key public: Potential donors and volunteers for Hands & Hearts for Arts

Secondary publics: Low-income, ethnic minority parents in Orange County, who may not be aware of the benefits of the center

Action desired from public(s): The targeted publics should become aware of the ser-vices and benefits of Hands & Hearts for Arts be inspired to become involved with the organization through donations, in-kind donations, or volunteer support.

How that action ties to the key public’s self interest: Local businesses and volunteers will want to become involved with the organization because of its contributions to the well-being of the community and because it offers the businesses a chance to increase their visibility in the community as philanthropic companies.

News hook: Local businesses support and encourage the artistic growth of the youth in the community and value the center as a contributing organization to the wellbeing of the community. Their donations and support help to fund the growth of Hands & Hearts for Arts.

Story headline: “Local businesses help to raise a creative and educated youth in the community”

Story lead: Hands & Hearts for Arts will host an interactive event for local businesses on Jan. 24, at 2 p.m. The donations received at the event will help to fund the center’s new building which will better accommodate the variety of programs offered.

Primary message: Hands & Hearts for Arts provides beneficial services to the commu-nity as a learning and therapeutic environment for youth and their families, that schools today can not offer.

Secondary messages: Quote from 10-year-old member, Leslie Ramirez, who reflects that budget •

cuts at her school have eliminated the available art and music classes, and that she can now receive these programs at Hands & Hearts for Arts

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Primary message: Involvement in the programs at Hands & Hearts for Arts has contrib-uted to an increase in the academic success of its members and their families.

Secondary messages: Anecdote concerning 10-year-old member, Leslie Ramirez, who improved •

her grades from C’s to A’s since participating in the center’s programs. She has improved her focus and ability to interact with fellow students and decreased her tendency to get into trouble Anecdote concerning Daniel Alvarez, parent of 6-year-old Elsa, an autistic •

student of the center, who has seen an improvement in the ability of her daughter to perform everyday tasks. The center has also allowed him to take computer classes to learn Microsoft programs, which will improve his resume.

Primary message: Hands & Hearts has built strong relationships with schools and busi-nesses in the community, who acknowledge the need for an improvement in the center’s facilities.

Secondary messages: List of partnering schools and organizations with Hands & Hearts for Arts• Reference to Fieldstead & Company as a current partnered/supporting busi •

nesses Quote from Dr. Raymond R. Ross, former chairman of youth services for •

Kiwanis Club of Santa Ana, who supports the center’s programs and the benefits they provide to the community, but acknowledges the center’s expansion and its need for more support and room Quote from Veronica Solares, volunteer member of the Parents Commit •

tee, who mentioned that the current building in which the center operates has reached capacity.

Third-party influentials and how they will be used: Testimonials and quotes from past donors or volunteers and from parents of children who attend the center will be used to provide a human face to the center and make it more personable. The testimonials will

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Copy Outline: Pitch Letter (cont.)

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add credibility to Hands & Hearts for Arts as an established and contributing organization in the community.

Proposed photos/figures/art to accompany story: Photos of children participating in the organization’s programs (painting, playing instruments, etc.); photo of volunteers interacting with children at the center

Method and timing of distribution: Pitch letter will be emailed and mailed to media sources, depending on their preference, at the beginning of January with the intention that the story be published by the end of January or start of February, which coincides with the start of the fiscal year and new school term.

Specific media to receive pitch: Local Orange County newspapers, including the Orange County Register and the Los Angeles Times (Life, Local, and Business sections) and other smaller newspapers, OC Family, Orange County community newsletters, local radio stations

Follow-up with media: The pitch letter will be followed with a phone call notifying the media contact of the letter’s arrival. Interviews with current volunteers and donors and participating families will be offered to the media contacts.

Timeline/deadline: February 28, 2009

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Copy Outline: Pitch Letter (cont.)

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Pitch Letter

February 28, 2009

Rebecca AllenOC Register625 N. Grand Ave.Santa Ana, CA 92701

Ms. Rebecca Allen,

Not enough children in our community have the opportunity to participate in artistic pro-grams due to state budget cuts, financial situations, and lack of resources.

Hands & Hearts for Arts in Santa Ana helps to combat this problem and will host an introduction event on March 21 at 2 p.m. with local businesses and current members in an effort to raise funds for the purchase of a new facility center. Hands & Hearts for Arts provides children and their families with affordable artistic programs in a safe community environment. These programs offer therapeutic benefits and learning opportunities for those who may not have access to them elsewhere. The center helps to build a foundation for the academic success of its members and their families. In order to better accommo-date our services, Hands & Hearts for Arts

Daniel Alverez has noticed a tremendous improvement in his six-year-old autistic daugh-ter’s ability to perform everyday tasks since they joined Hands & Hearts for Arts 18 months ago. Elsa often leaves her art classes in good spirits and beaming with pride, suf-fering from less intense autistic episodes. Daniel, too, is able to utilize the center, as he takes computer classes during Elsa’s art classes, in order to enhance his resume. We were touched to learn that “the center has been like a savior” for Daniel and his family. Through the generous support of businesses in the community, including Wells Fargo and Fieldstone & Company, Hand & Hearts for Arts continues to sustain as a beneficial com-munity organization. However, as acknowledged by Dr. Raymond R. Ross, former chair-man of youth services for Kiwanis Club of Santa Ana, the center’s success and expansion calls for an improvement in the center’s facilities. The event on March 21 will help to raise funds for a new facility center to accommodate the center’s expansion.

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We hope that you are interested in this story and are able to attend the event. For your convenience, we have included some background materials on Hands & Hearts for Arts and a brochure detailing our programs. If you choose to cover the story, be sure to bring a photographer as there will be valuable photo opportunities. Children from the center will sing and their artwork will be auctioned off. Please feel free to contact me for more information. Thank you for your consideration. We look forward to having you as a guest at our event.

Sincerely,

Dr. Ana Jimenez-HamiFounder and Executive Director

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Pitch Letter (cont.)

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Copy Outline: Public Service Announcement


Secondary public: Potential volunteers

Action desired from publics: The primary action desired is to insight donors to contrib-ute to the center, either monetarily or in-kind. The secondary action desired is spreading awareness of the center.

How the action ties into the public’s self interest: Potential donors will be able to have a plaque in their business or office stating that they are a supporter of Orange County Hands and Hearts for Arts, which has the potential of creating more business for them. Potential volunteers can use this experience on their college applications or resume.

Overriding message and tone: Upbeat and full of the children’s energy. The idea is not to manipulate or guilt donors, it’s to show them the life that’s in these children and how much the center means to them.

Format: Start out with a montage of the children interacting at the center, doing art, dancing, performing. There will be a voice over explaining what the center is, various programs offered and how people can help. There will be a short interview with Dr. Ana Jimenez. At the end, a group of children will say, “Art for life!” and then the phone num-ber, website and current address will appear on the screen.

Primary message: The children need and enjoy the art programs at the center. The cur-rent programs need to be expanded because of the number of children now attending the center.

Secondary messages: The children will be shown laughing, smiling and actively participating in •

the various programs at the center. The voice over will explain that because school programs have been cut, •

many children aren’t able to take any sort of art classes. Also, Dr. Ana Jimenez will discuss the importance of providing a well- •

rounded education in the development of children.

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Primary message: Donations and volunteers are always welcomed and appreciated. The center in understaffed and needs more volunteers to participate and organize various activities.

Secondary messages: Dr. Ana Jimenez will explain that the center runs primarily off grants, •

donations and volunteers. At the current time, the center is hoping to acquire a new, larger building •

because the programs are expanding and so are the number of families that come to the center. The montage will also show volunteers interacting with the children so •

potential volunteers can see how much fun it is to work with the different children at the center.

Primary message: Community involvement is vital, both in community business, schools, and parents. When the community gets involved, that’s when we build strength within each other.

Secondary messages: In the PSA, we will show a wall with plaques of past and present donors •

and businesses that support the center. Dr. Jimenez will discuss the after school programs available and special •

tutoring for all subjects, not just art. Also shown in the montage will be children interacting with their parents •

at the center, showing them drawings or taking a bow after a dramatic performance.

Third-party influentials and how they will be used: There will be testimonials avail-able on the website, which viewers will be directed to. When they clique on about us, there will be a link of past donors and their quotes. I don’t want to include it in the PSA because it will be too much. I want to focus on the children and showing what the center is about.

Production format and length: Video recording, 120 seconds.

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Copy Outline: Public Service Announcement(cont.)

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Production quantity: We will make about 20 copies to send out to the various channels. We may be able to use email to transmit the video instead of making copies.

Specific media to receive spot: Local Orange County news stations, Los Angeles news stations, San Diego news stations, public access channels and it will be posted on the website.

Follow-up with media: Will call each news stations that we sent the PSA and follow-up, answering any questions they may have and find out if they are interested in doing a story on the center or putting our video on their news program.

Timeline/Deadline: January 14, 2009

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Copy Outline: Public Service Announcement(cont.)

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Public Service Announcement

Opens with a montage of children dancing and playing instruments for 25 seconds. The montage is accompanied by soft guitar music and a voice over.

VoiceoverHands & Hearts for the Arts is an Orange County based not-for-profit organization dedi-cated to education, empowerment and therapy of children from many different walks of life. HHA has many programs from infant and toddler early start to after school pro-grams in music, visual arts and dance. As a not-for-profit, HHA has limited resources welcomes donors and volunteers. These children love to express themselves at the center and any help is greatly appreciated.

Interview with Dr. Ana Jimenez-Hami, president and founder for about 35 seconds.

Dr. Jimenez-HamiHello. My name is Dr. Ana Jimenez-Hami, founder of Hands & Hearts for Arts. I found-ed this organization in 2000 I the hopes of making a difference in my community. So many children need after school programs because their parents need to work to support their families. Hands & Hearts for the Arts gives the children in the Orange County com-munity a place to go after school where they can get help with homework and learn valu-able skills. They are also exposed to many arts programs, which have been cut by our local public schools. It is my belief that adding art into a child’s education helps them to become well-rounded successful individuals. We make a difference at HHA, and you can to.

A shot of about 50 children in front of HHA waving at the camera and saying in unison, “Art for life!”

EXT. HHA50 children stand in front of HHA

ChildrenArt for Life!

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Text on the screen at the end will read: Hands & Hearts for Arts

2215 N. BroadwaySanta Ana, CA 92706

(714) 547-5468www.handsandheartsforarts.org

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Copy Outline: Special Event

Key public: Donors-past, present and potential

Action desired from public: To donate to Hands & Hearts for Arts, either monetary or in-kind donations.

How the action ties into the key public’s self interest: The goal of Hands & Hearts for Arts is to help educate children and turn them into successful, productive adults. These adults will be giving back to the community, the workforce and the world in general. It is in the best interest of donors to help produce happy, healthy, well-rounded people within their community. They will also, receive a plaque that they can hang in their office, home or place of business.

Event date and time: Saturday, March 21, 2009 at 2 p.m.

Event location: 2215 N. Broadway Santa Ana, CA 92706-the current center.

Overriding theme/message or tone (including title or slogan): The theme of the event is expansion. Expanding the programs, moving to a bigger building and serving more children. The slogan for the event is “Art for life”.

Keynote speaker: Ruben Ortiz-Torres, a Mexican photographer, painter, sculptor, film and video maker. Dr. Ana Jimenez, president and founder, will emcee.

Primary message: The center needs more funding form private donors to enable them in the acquisition of a larger space for the expanding clientele. This will allow the center to continue to serve the families in the community.

Secondary messages: Artist Ruben Ortiz-Torres will discuss how art impacted his life as a •

young child. He will also be donating a piece of art to the event that will be auctioned •

off to the highest bidder and the proceeds will go to Hands & Hearts for Arts. Having a famous artist as the keynote speaker will add credibility to our event.

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Primary message: Keeping the community educated and well-rounded is a primary goal of Hands and Hearts for Arts. The children are just as important a part of our community as anyone else.

Secondary messages: The children’s art that they have created will also be auctioned off with •

proceeds benefiting the acquisition of the new building. This sends the message that the children’s is just as valuable as Ruben •

Ortiz-Torres’s and their contributions to the center are valuable. This helps build their self-esteem and sense of responsibility to their cen •

ter and their community.

Primary message: A new building is needed to facilitate expanding programs and more children. As more schools cut their art programs, the more children come there are that come to the center.

Secondary messages: There will be a meet and greet with the potential donors and the children •

and their families. Here, donors will be able to make direct contact with the children and ask them questions. There will also be a short performance by the children in the performing •

arts and dance programs. This will help make them more likely to donate because they will be able to see first and how excited these children get about art and what it means to them.

Third-party influentials and how they will be used: During the meet and greet with the children and their families, parents will have an opportunity to express their feelings about the center and how it has influenced their child’s life.

Decorations/signage: There will be a banner that says “Art for Life” at the entrance of the center. The children will do most of the decorating, lining the walls with their art-work, some of which will be auctioned off. There will be cookies and cakes and coffee and tea for the donors and families.

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Invitation list: The OC Register will be invited to cover the story. Ruben Ortiz-Torres, prominent Mexican artist, is the keynote speaker. General invitations will include poten-tial and current private donors, local business owners, and families of the children.

Collateral materials and means of distribution: We will mail formal invitations to cur-rent donors, local business owners and the keynote speaker. We will call the media and send them a feature release announcing the event. General invitations will be given out as flyers at the center.

Event management checklist: Before the event:

Determine the goals and objectives• Identify the date and time• Identify location• Identify keynote speaker• Create budget•

As the event gets closer: Form parents committee to help with the food/beverages, decorations, etc.• Confirm the keynote speaker• Send out invitations• Contact the media• Prepare decorations• Organize auction• Get the children ready for their performance•

Day of the event: Have staff/volunteer meeting• Decorate the center• Get children ready• Set up auction• Prepare keynote speaker•

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Immediately after the event: Do financial reconciliation• Perform post-budget performance review• Prepare list of thank you letters to donors, keynote speaker, volunteers and •

media Collect and organize data for final meeting•

Timeline/deadline: The invitations will be mailed out at the end of January 2009. The media will be contacted about the event at the end of February 2009. We will arrange for the keynote speaker in December 2008.

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Special Event

Arts for Life by Nicole Riedman

SANTA ANA, Calif.—Ruben Ortiz-Torres, a promi-nent Mexican painter, photographer and sculptor was the keynote speaker at a fundraiser for Orange County based not-for-profit Hands & Hearts for Arts on Saturday, March 21, 2009.

It was a full house as Ortiz-Torres gave a touching por-trayal of his childhood in Mexico. He discussed what an integral role art played in his life growing up and how it helped him get through hard times. “It was the one thing they couldn’t take away from me,” Ruben said, speaking of growing up in a very poor household. “It was the only way I could express my sorrows. It was my only emotional outlet.”

The event also featured Dr. Ana Jimenez-Hami, founder and president of Hands & Hearts for Arts as the emcee for the afternoon. Dr. Jimenez-Hami founded Hands & Hearts for Arts in 2000 with her mission being to give children every opportunity that they de-served. “I wanted to make the community a better place and where that starts is with our children,” said Dr. Jimenez-Hami.

An auction of the children’s art, as well as a generously donated piece by Ortiz-Torres, was the highlight of the event. The children got up on stage to display their art as it was being auctioned off to the highest bidder. At the end of the afternoon, HHA successfully raised over $10,000, which Dr. Jimenez says will go towards a new building and expand-ing the current programs.

Hands & Hearts for Arts focuses on children with special needs, at-risk youth and typical children. It has many programs including preschool programs, after school music, visual arts, dance, expressive art therapy and performing arts. It also provides programs for literacy, homework support and family counseling.

For more information on Hands & Hearts for Arts or to make a donation, please contact Dr. Ana Jimenez-Hami at (714) 547-5648 or go to www.handsandheartsforarts.org.

The children of Hands and Hearts for Arts at Saturday’ s fundraiser.

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APPENDIX

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Mission Statement

Hands & Hearts for Arts Vision: Hands & Hearts for Arts is the First Therapeutic Arts Center in Orange County to offer a comprehensive multicultural/bilingual arts curriculum and therapeutic programs especial-ly designed for children with special needs & at-risk youth from ethnically and linguisti-cally diverse backgrounds.

Hands & Hearts for Arts Mission:Our mission is to provide comprehensive multicultural, multilingual, art-based programs.Our goal is to empower children, youth, and their families, including those with special needs or who are at risk, to realize their fullest potential.Our approach is to integrate the arts with educational and therapeutic resources and ser-vices.

This was found on the Hands & Hearts for Arts Web site. First of all, the vision isn’t really a vision at all. It’s more of a history or accomplishment rather than a vision. It is also too lengthy of a sentence. It could easily be broken up into two sentences. What also confuses me is the use of capitalization for the “First Therapeutic Arts Center.” This is unnecessary, and also the wrong use of capitalization. This is not a title or an award that they’ve received. Then the use of “&” also confuses me in the middle of the sentence. It is kind of random and the use of it does not make the vision (which is not really a vision) seem professional. The fact that this is also listed first on the mission and vision page shows that they are very proud that they have made this accomplishment. However, they should also put what they aim to do first, rather than what they have accomplished. First and foremost, their organization exists because of their mission, not because of what they have already done.

The mission statement itself is pretty straightforward. It’s simple and straight to the point. They start out with their mission and their goal, and then they close it with the approach. This is the how and the means of achieving their goal. The mission part is a bit too spe-cific, in my opinion. The mission should be an overall idea, not the services they provide. The services they provide are the means to fulfilling their mission. The goal to empower children and youth is a bit redundant. If anything, I would just cut it down to youth, be-cause it also includes children.

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Revised Mission:Our mission is to empower youth and their families, including those with special needs or who are at risk, to reach their fullest potential through comprehensive multicultural and multilingual art-based programs.

Our approach is to integrate the arts with education and therapeutic resources and ser-vices that allow children to realize their full potential.

Hands & Hearts for Arts is the first therapeutic arts center in Orange County to offer a comprehensive multicultural and bilingual arts curriculum and therapeutics programs. These are specifically designed for children with needs and at-risk youth of ethnically and linguistically diverse backgrounds.

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Mission Statement (cont.)

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Research Summary

The combined research interviews of the group were very telling for Hands & Hearts for Arts. There was a great deal of consistency in the opinions of various publics in terms of where the center needs to improve and why it is important to the community of Santa Ana. Universally, it was agreed that the center has played an invaluable roll in its com-munity and expanding its services is a necessity.

Expansion, not only of the literal space, but of the programs, is high on the list of priori-ties. Since its inception, the center has grown from helping special needs children, to serving typical children and at-risk youth. Presently, the center targets children, ages four to seven and the administration, donors and parents would like to see more programs for older children.

A new building is also on the forefront. Dr. Ana Jimenez-Hami, founder, would like to relocate the center to a larger building in the artists district of Santa Ana, which will help enable the program expansion mentioned previously. To enable the acquisition of this new building, they will need more funds. This requires fundraising, marketing and PR efforts, which the center also requires.

This leads me to the lack of administration. Dr. Jimenez-Hami told our group that the lack of administration is due to grant restrictions. Many grants will pay for teacher’s salaries, but not for administrative salaries. This results in Dr. Jimenez-Hami wearing many hats within the organization.

Marion Renk-Rosenthal, a member of HHA board of directors, stressed the need for increased technological communication strategies. Most staff members and volunteers at HHA are not technologically educated and suggest classes will help with computer lit-eracy. Better websites, blogs and general exposure will help them maintain relationships and create increased visibility outside the Santa Ana community.

Finally, the name of the organization needs to be updated. It was appropriate when the center began in 2000, but services have expanded and the name should reflect that trans-formation. This will help the organization receive more grants and funding as well as let the community know of their expanded services.

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Preliminary Identification of Publics

1. Orange County families with young children2. Low-income, ethnic minority parents3. Current donors4. Past donors5. Potential donors6. Local businesses7. Current volunteers8. Families currently served9. Art teachers in Santa Ana10. Elementary Schools in Santa Ana11. Middle Schools in Santa Ana12. High Schools in Santa Ana13. City of Santa Ana14. Orange County college students a. Chapman University students b. Santa Ana College students c. Art Institute College students d. Art Therapy Students15. Local churches16. Girl Scouts in Orange County17. Boy Scouts in Orange County18. Board of Directors19. CHOC hospital20. Hospital patients in Orange County21. Friends of those who attend22. Orange County art schools23. American Art Therapy Association24. Orange County artists

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Preliminary Identification of Resources

1. Santa Ana building2. Volunteers3. Staff4. Community oriented5. Multilingual and multi-ethnic orientation6. Recognizable donors7. Visibility through website, blog, and Youtube account8. Serve 1,000 children per year9. Community oriented10. Local interest in the arts11. Family members and friends of participating members12. Art industry

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Research Bibliography

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Art and Creativity for Healing. Laguna Niguel, California: Art and Creativity for Healing, 2008.Art for Healing Certificate Program. Orange, California: Chapman University, 2008.Art for Healing Training Institute. Laguna Niguel, California: Art and Creativity for Heal- ing, 2008.Art for Renewal and Stress Management. Laguna Niguel, California: Art and Creativity for Healing, 2008.Arts for Healing. 2005. Cinepath. 21 Sept. 2008 <http://www.artsforhealing.org>.Ballou, Susan. “Junior League of Orange County hosts community forum.” News Blaze. 26 Sep. 2007. Ballou Communications. 11 Sep. 2008 <http://newsblaze. com/story/2007092614193600001.pz/topstory.html>.Ballou, Susan. “The Junior League of Orange County kicks off the holiday season with ‘The Spirit of Christmas.” Globe Newswire. 26 Nov. 2007. Ballou Communica- tions. 11 Sep. 2008 <http”//www.globenewswire.com/newsroom/news. html?d=132003>.Bennett, Peggy. “The PlayParty project in Oberlin: a family affair,” General Music Today, Spring 2006.Buckner, Ellen B. and Cynthia Leach Fuller. “Honors and the creative arts in nursing: music therapy to decrease anxiety in critical care patients,” Journal of the National Collegiate Honors Council, Fall 2001.Bunce, Donna. “Honors and charitable giving.” Coast Magazine. 1 Feb. 2008. Coast Magazine. 11 Sep. 2008 <http://www.coastmagazine.com/Coast-Magazine/Febru- ary-2008/As-I-Was-Saying/>.Cane Detre, K., Frank, T., Refsnes Kniazzeh, C., Robinson, M. C., Rubin, J. A., and Ul- man, E. “Roots of Art Therapy: Margaret Naumburg (1890-1983) and Florence Cane (1882-1952) - A Family Portrait.” American Journal of Art Therapy (1983): 113-116.Castillo, Celina. Personal Interview. 7 Oct. 2008.Charity Music. 2008. 21 Sept. 2008 <http://www.charitymusic.org>.Children’s Music Fund. 2007. Children’s Music Fund. 21 Sept. 2008 <http://www.chil drensmusicfund.org>.Compassion/Fatigue. Laguna Niguel, California: Art and Creativity for Healing, 2008.Delson, Jennifer. “Their ‘O.C.’ is about striving, not glitz.” Los Angeles Times 22 May 2006.

Research Bibliography (cont.)

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DeVries, Peter. “The extramusical effects of music lessons on preschoolers,” Australian Journal of Early Childhood, June 2004.Discovery Arts. Tustin, California: Discovery Arts, 2008.Ellis, Angela. “Art Therapy: Bringing A Child’s View of War to Life.” 7 March 2008. NPR. 26 Sept. 2008 <http://www.npr.org/blogs/bryantpark/2008/03/art_therapy_ bringing_a_chi lds.html>.Empowering Youth through the ART. Santa Ana, California: Orange County Children’s Therapeutic Arts Center , 2008.Farooqui, Noreen. “Drawn to Art Therapy.” Toronto Sun. 16 Nov. 2005. Canoe Inc. 26 Sept. 2008 <http://jobboomcc.canoe.ca/News/2005/11/16/1309475-sun.html>.Free Arts for Abused Children. 2008. Nonprofit Site 123. 21 Sept. 2008 <http://www. freearts.org>.Gates, Bob, Jane Gear, and Wray, Jane. Behavioural Distress: Concepts and Strategies. Elsevier Health Sciences, 2000.Gill, Lisa. “More hospitals offer alternative therapies for mind, body, spirit.” USA Today. 15 Sept. 2008. Gannett Co, Inc. 26 Sept. 2008 <http://www.usatoday. com/news/health/2008-09-14-alternative-therapies_N.htm>.Hagedorn, Victoria. “Special learners: using picture books in music class to encourage participation of students with autistic spectrum disorder,” General Music Today, Winter 2004. Hogan, Susan. Healing Arts: The History of Art Therapy. Jessica Kingsley Publishers, 2001.Hutson, Matthew. “The healing arts: moving therapy from couch to studio,” Psychology Today, May 2007.Jamna, Sush. “A silent run on banks all over the US and abroad.” Los Angeles Times 30 Sep. 2008. 30 Sep. 2008 <http://www.indiadaily.com/editorial/20118.asp>.Jimenez-Hami, Ana. Personal Interview. 23 Sep. 2008. Kindler, Anna. “Myths, habits, research, and policy: the four pillars of early childhood art education,” Arts Education Policy Review, March 1996.Lewis, Liz. “Art Therapy Helps Alzheimer’s Patients.” 16 March 2007. Alzheimer’s Notes. 26 Sept. 2008 <http://www.alzheimersnotes.com/art-therapy-helps- alzheimers-patients/>.Liddane, Lisa. “Imaginative Therapy.” OC Register. 7 Oct. 2006. Orange County Regis-


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ter Communications. 26 Sept. 2008 <http://www.ocregister.com/ocregister/news/ abox/ar ticle_1305286.php>.Little Kids Rock. 2008. Mason Designs. 21 Sept. 2008 <http://www.littlekidsrock.org>.Mata, Martha. Personal Interview. 7 Oct. 2008.Mena, Jennifer. “Helping them tune in with song, dance.” Los Angeles Times 2 Jan. 2005. 11 Sep. 2008 <http://articles.latimes.com/2005/jan/02/local/me-arts2>.Music for a Cure. 2008. Music for a Cure. 21 Sept. 2008 <http://www.musicforacure. org>.Music for Youth NY. 2006. Music for Youth Foundation. 21 Sept. 2008 <http://www. musicforyouth.org/events.html>.Music that Heals. 2008. Hospital Audiences, Inc. 21 Sept. 2008 <http://www.mu- sicthatheals.org/index2.html>.Nixon, Chris. “Disney, Laguna Beach dare to ‘Dream, Imagine, Create’” Orange County Register 28 July 2007. 15 Sep. 2008 <http://discoveroc.freedomblogging. com/2007/06/28/disney-laguna-beach-dare-to-dream-imagine-create/>.Nuñez, Isela. Personal Interview. 4 Oct. 2008.O.Y.I.E. Music. 2008. O.Y.I.E. Music. 21 Sept. 2008 <http://www.oyiemusic.com>.OC Children’s Therapeutic Arts Center. A Place for Art. 22 Sep. 2008 <http://www. aplaceforart.org/education/occtac/default.asp>.OCCTAC Learning Academy Detail. Volunteer Match. 22 Sep. 2008 <http://www.volun- teermatch.org/search/org50303.jsp>.OCCTAC News. Ed. Marion Renk-Rosenthal. OCCTAC. 15 Sep. 2008 <http://occtac- news.blogspot.com>.Orange County Children’s Therapeutic Arts Center. 2004. OCCTAC Center and OC- CTAC Learning Academies. 26 Sept. 2008 <http://www.occtac.org/>.Pies, Ronald. “Summoning the muse: the role of expressive arts therapy in psychiatric care,” Psychiatric Times, January 2008.Ralston, Matthew. “Top things to do Sept. 5-7.” Orange County Register 4 Sep. 2008. 15 Sep. 2008 <http://www.ocregister.com/articles/family-children-music-2145213- festival-art>.Ralston, Matthew. “Top things to do, June 13-15.” Orange County Register 12 June 2008.Ramirez, Leslie. Personal Interview. 7 Oct. 2008.Renk-Rosenthal, Marion. Personal Interview. 14 Oct. 2008.Renk-Rosenthal, Marion. Personal Interview. 8 Oct. 2008.


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RockHouse Arts Foundation. 2008. 21 Sept. 2008 <http://www.rockhouseworld.org>.Rose, Liz. “A proactive strategy for working with children who have special needs,” Gen- eral Music Today, Fall 2005.Ross, Raymond. Personal Interview. 14 Oct. 2008.Rubin, Judith Aron. Child Art Therapy. John Wiley and Sons, 2005.Shiroishi, Patrick. Personal Interview. 6 Oct. 2008.Shropshire Music Foundation. 2005. Shropshire Music Foundation. 21 Sept. 2008 <http://www.shropshirefoundation.org>.Solares, Veronica. Personal Interview. 10 Oct. 2008.Strom, Stephanie. “Increase in charitable giving dampened by signs of belt-tightening.” New York Times 23 June 2008. 11 Sep. 2008 <http://www.nytimes. com/2008/06/23/us/23giving.html?r=1&oref=slogin>.Tatham, Jack and JoAnn. Personal Interview. 11 Oct. 2008.The Art of Elysium. 2008. Typegoeshere. 21 Sept. 2008 <http://www.theartofelysium.org/ welcome.html>.The Harmony Project. 2008. 21 Sept. 2008 <http://www.harmony-project.org>.Tonks, Alison, “The healing arts,” British Medical Journal, September 1993.Van Der Leeden, I. “Meet Courtney, childhood cancer survivor.” Success Stories. 11 Mar. 2007. Festival of Children Foundation. 15 Sep. 2008 <http://www.festivalofchil- dren.org/site/News2?news_iv_ctrl=-18&page=NewsArticle&id=5103>.Venegas, Ana. Art for Life. 2008. Orange County Register. 11 Sep. 2008 <http://www. ocregister.com/slideshow/arts-children-jimenez-2163506-june-is?pos=0>.VH1 Save the Music Foundation. 2008. VH1. 21 Sept. 2008 <http://www.vh1.com/partners/save_the_music>.


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senior pr campaign: hands and hearts for arts campaign

Documents

directmail postcard

pr tools

message strategies

future client actions

client fact sheet

childrens place

hands hearts

support materials