OsherLife Long Learning Institutelaurennp.files.wordpress.com/2009/05/pr_olli.pdfOp‐Ed piece...
Transcript of OsherLife Long Learning Institutelaurennp.files.wordpress.com/2009/05/pr_olli.pdfOp‐Ed piece...
Osher Life Long Learning InstituteKAT I E HARVEYDAN MAZUR
AMBER M INOR
Osher ife ong earning Institute
AMBER MINORLAUREN P ER E T T I
KANDACE RAMSEURB I ANCA V IO LANT E
OLLI Background
Founded in 1993, formerly known as Appalachian Learners
Located in the Mountaineer Mall OLLI is a self‐directed membership organization within the Center on Aging at West Virginia University
Offers three six‐week terms each year in music, literature, art, sciences, politics, health‐related topics, social issues, nature and historynature and history
Membership
Members can register for unlimited classes per term Annual Membership: $65 July 1 to June 30
Term membership: $32.50 Fall Winter Spring
Situation Analysis
If OLLI obtains 100 new or renewed memberships by February 12, 2009 the organization will be eligible for a $1 million endowment from the Osher Foundation
A public relations campaign is necessary to raise public awareness and increase membership
Target Audience
Primary 50 years of age and older
50 ‐74 years of age 75 years of age and older 75 years of age and older Approximately 3,400 (13 percent) residents of Morgantown
Retired WVU faculty Retired educators Couples or spouses
S d Secondary Children of adults 50 years of age and older Current volunteers Current volunteers
SWOT Analysis
Strengths Weaknesses Opportunitiespp Threats
Strengths
Currently have 400 members Offers three terms a year Sponsored by the WVU Center on Agingp y g g Nationally recognized organization with 119 institutes Affiliated with Fairmont Institute of Life Long Learningg g Majority of instructors are retired WVU faculty, as well as state and local specialists
47 percent of Morgantown population has a bachelor’s degree or higher
Weaknesses
Not a well‐known organization Poor location with little traffic Unclear message that does not resonate with communityg y Transportation unavailable to members Lack of external fundingg Ineffective use of technology Possible future increase of membership duesp
Opportunities
Growth in members $1 million grant award Federal or state grantsg Expansion of classes Closer relationship with WVUp Association with WVU Alumni Association, local senior centers and nursing homes
Threats
Lose potential funding if 100 additional membership goal is not met
More extra‐curricular opportunities at other centers for actively aging adults
Misinterpretation of the institute’s message and purpose Targeting three different groups with same message could offend some 50 74 f 50‐74 years of age 75 years of age and older Children of adults 50 years of age and oldery g
PEST Analysis
Political Economic Societal Technological
Political
Volunteers Active members Course instructors Educators WVU Center on Agingg g
Economic
Current Low funding
Income Dues Donations Grants Grants
Potential $1 million endowment $1 million endowment Increase in tuition
Needs Funding
Societal
Standing in communityg y OLLI is known, but not understood
Perception of others Unless they are a member, few know what OLLI has to offer
Internal perceptions Good intentions to reach general public with an opportunity for improvement Satellite classrooms
Societal (continued)
Community relations Participated in Life Long Learning Week
Internal relations Good communication between committee chairs Opportunity to improve communication between them and the executive director
Opportunity to improve communication with National Bernard Osher Foundation
d l Media relations NPR Aging with Grace television show Aging with Grace television show Five press releases
Technological
Current status Out‐dated Web site
State‐of‐the‐art Not utilizing technology to their advantage
Potential for growth/improvementh f b h h The majority of members have access to or use the Internet
Opportunity to improve organization web site Need a technology assistant for classes Need a technology assistant for classes
Volunteer
Objectives and goals
Short‐term1 th (O t b ) 1 month (October)
Obtain 20 members from Morgantown Lifelong Learning Week held September 22‐28
Promote open house (December 10) to have 150 attendeesp Mid‐term 3 months (December) Obtain 50‐80 new members Obtain 500 hits on Web site Obtain 5 news media hits
Long‐term5 h (F b 2009) 5 months (February 2009)
Obtain 100 new members by grant deadline February 12 Obtain 3 more news media hits for a total of 8
Strategies
Raise awareness of OLLI through personal contact and self mailers Face to face presentations at senior centers and nursing homes Face‐to‐face presentations at senior centers and nursing homes
Note: 10 percent of current members live in retirement communities
Create a media presence for OLLI in local mass media Reinforce message to join or volunteer through local mass media new media Reinforce message to join or volunteer through local mass media, new media
and personal contact Identify spokesperson(s) WVU faculty member (e g Dr James Benner President McGrath) WVU faculty member (e.g. Dr. James Benner, President McGrath)
Affiliate with other organizations West Virginia Association of Retired School Employees
AARP AARP West Virginia Bureau of Senior Services
Special Events Encourage children of adults 50+ that OLLI gift certificates are a meaningful
and worthwhile gift
Tactics
Press releasesO d i
NewsletterP l t t Op-ed piece
Feature story Public service
Personal contact Word-of-mouth Revised website Public service
announcements (PSA) Video news release
Revised website E-mails Blog
(VNR) Brochure
Fli
g Social networking Open House (Dec. 10)
Fliers Announcements MIX
Gift certificates/Incentives
MIX WVU intranet
Press Releases
Open House Promote open house on Dec. 10 Discuss activities occurring at the event
Gift certificates OLLI offers gift certificates for memberships Target children of aging adults Target children of aging adults
Op‐ed piece From a recently joined member on the benefits OLLI offers From a recently joined member on the benefits OLLI offers
Feature story Spotlight on Dr. James Benner
PSAs and VNRs
Public service announcements 60 seconds 30 seconds
d 20 seconds
Video news release Story board Story board
Brochure
Fliers
Postcard
Press Release
Announcements
E-mailNever stop learning with the Osher Lifelong Learning Institute
Learning can be fun at any age, and the Osher Lifelong Learning Institute (OLLI) offers countless opportunities for adults 50 years of age and older to participate in activities centered on education, physical activity and social interaction.Join other aging adults in the community who are maintaining an active mind and lifestyle through field trips and classes in music, literature, art, science, nature, history, politics and social issues. OLLI, a membership organization within the Center on Aging at West Virginia University, offers three six‐week terms each year, and members can register for unlimited classes. Fall, winter and spring terms are each $32.50,
$or pay $65 for the entire year. Located in the Mountaineer Mall, OLLI holds classes at various locations in the community, and volunteer teachers are educators and WVU faculty. Visit www.olliatwvu.org for a complete list of activities offered or to request an OLLI course catalog. For more information or to become a member, contact Jennifer Adamson, executive director, at (304) 293‐1793 or [email protected].
MIX WVU intranet
Newsletter
Personal Contact
Personal contact Presentations at local senior centers, retirement
communities, nursing homes and professional organizationsCl if d t il f OLLI d ti Clarify details of OLLI and encourage questions
Word-of-mouth Facilitate discussion among potential members Facilitate discussion among potential members
Internet
Revised website Site map Suggestions for improvement
Blog Twitter
Create a blog to encourage discussion on OLLI Create a blog to encourage discussion on OLLI
Social networking LinkedIn LinkedIn Facebook MySpace
Media List
PrintN
Radio Newspapers
Dominion Post, Monongalia Co., WV Daily Athenaeum, Monongalia Co., WV The Jeffersonian, Monongalia Co., WV
WWVU 91.7 FM WVAQ 101.9 FM WKKW 97 9 FM
Times West Virginian, Marion Co., WV Clarksburg Exponent Telegram, Harrison Co.,
WV Daily Courier Fayette Co PA
WKKW 97.9 FM WCLG 100.1 FM WVPM 90.9 FM Daily Courier, Fayette Co., PA
Grafton Mountain Statesman, Taylor Co., WV Herald Standard, Fayette Co., PA Oakland Republican, Garrett Co., MD
WZST 100.9 FM WAJR 1440 AM
Magazines Wonderful West Virginia Goldenseal West Virginia Executive
WCLG 1300 AM
g WVU Alumni Magazine
Media List (continued)
TelevisionCh l 3
InternetMIX h Channel 3
WBOY‐TV, Channel 12, Morgantown, WV
MIX homepage MountainLair.com WVU homepageg ,
KDKA, Channel 2, Pittsburgh, PAWDTV (CBS) Cl k b
WVU homepage OLLI website Presidential blog
WDTV (CBS), Clarksburg, Weston
WNPB‐TV (PBS), ( ),Clarksburg, Morgantown
WVU News, P.I. Reed SOJ
Calendar
Calendar (continued)
Calendar (continued)
Budget
Newsletter – WVU WVU Printing Services
Printing Services PaperP i ti
General Pricing Structure-Includes Setup Letterhead Per 1000One-Color, 20# Hammermill Bond $123.00
Printing
Mailing Postage
One Color, 20# Hammermill Bond $123.00 Two-Color, 20# Hammermill Bond $139.00 One-Color, 24# Hammermill Bond Reprint $85.00 Two-Color, 24# Hammermill Bond Reprint $92.00
Postage 42 cent x 1000= $420
Special EventsBlank #10 and #9 EnvelopesOne-Color $115.00 Two-Color $131.00
Open house Allotted $500
Gif C ifi
Blank #10 Window EnvelopesOne-Color $118.00 Two Color $134 00 Gift Certificates
Allotted $250
Two-Color $134.00
Budget (continued) Detail Per Item Cost Total ProjectedKey Public Adults 50‐74 Strategy Raise awareness of OLLI
through personal contact and self mailers
Tactics Brochure #@price/eaTactics Brochure #@price/ea Postcard Newsletter Flier Word of Mouth 0.00 0.00 Strategy Subtotal Strategy Create media presence for
OLLI th h l l
OLLI through local mass media/reinforce awareness message to join/volunteer
Tactics Press Kit: Press Releases Op‐Ed piece Feature story PSAs Fact Sheet Flier VNRs Newsletter Postcard Brochure Strategy Subtotal Strategy Raise awareness of OLLI
through new media
Tactics E‐mail No cost 0.00 0.00 MIX Announcements No cost 0.00 0.00 WVU Intranet No cost 0.00 0.00
Social Networking Facebook MySpace 0 00 0 00 Social Networking Facebook, MySpace, LinkedIn
0.00 0.00
Blogs Twitter 0.00 0.00 Revised web site Designed by WV
team, completed by technology volunteer
0.00 0.00
Strategy Subtotal 0.00 0.00
Budget (continued) Detail Per Item Cost Total ProjectedKey Public Adults 75+ Strategy Raise awareness of OLLI
through personal contact and self mailers
Tactics Brochure Postcard Newsletter Flier Word of Mouth 0.00 0.00 Strategy Subtotal Strategy Create media presence for
OLLI through local mass
OLLI through local mass media/reinforce awareness message to join/volunteer
Tactics Press Kit: Press Releases Op‐Ed piece Feature story
PSA PSAs Fact Sheet Flier VNRs Newsletter Postcard Brochure Strategy Subtotal Strategy Raise awareness of OLLI
through new media
Tactics E‐mail No cost 0.00 0.00 MIX Announcements No cost 0.00 0.00 WVU Intranet No cost 0.00 0.00
Social Networking Facebook MySpace 0 00 0 00 Social Networking Facebook, MySpace, LinkedIn
0.00 0.00
Blogs Twitter 0.00 0.00 Revised web site Designed by WV
team, completed by technology volunteer
0.00 0.00
Strategy Subtotal 0.00 0.00
Budget (continued) Detail Per Item Cost Total ProjectedKey Public Children of adults 50+ Strategy Convince public to purchase
OLLI gift certificates for their parents through personal
p g pcontact
Tactics Brochure Postcard Detail Per Item Cost Total ProjectedTactics Flier
Word of Mouth 0 00 0 00 Word of Mouth 0.00 0.00 Strategy Subtotal Strategy Convince public to purchase
OLLI gift certificates through local mass media
Tactics Press release PSA PSA
VNR Strategy Subtotal Strategy Convince public to purchase
OLLI gift certificates for their parents through new media
i ilTactics E‐mail No cost 0.00 0.00 MIX Announcements No cost 0.00 0.00 WVU Intranet No cost 0.00 0.00 Social Networking Facebook, MySpace,
LinkedIn 0.00 0.00
Blogs Twitter 0.00 0.00
Revised web site Designed by WV team, completed by technology volunteer
0.00 0.00
Strategy Subtotal 0.00 0.00
Communication Confirmation Matrix
Key Public: Adults ages 50‐74
Self‐interests: Continuing education, social interaction, physical activity, extra‐curricular activity outside of the workplace
Message: Maintain an active mind and lifestyle as you age by joining or renewing yourMessage: Maintain an active mind and lifestyle as you age by joining or renewing your membership with Osher Lifelong Learning Institute
Influentials: Family, friends, co‐workers, public officials, religious leaders, professionals, educators
Objectives: Obtain 40 members within this public
Strategies: Group influence, interactivity, homophile, opinion leader, partnerships
Tactics: Personal contact, news releases, fliers, word‐of‐mouth, bulletins, public service ( S ) il i l ki bl b h l fannouncements (PSA), e‐mails, social networking, blog, brochure, newsletter, feature
story, video news release (VNR), op‐ed piece
Communication Confirmation Matrix
Key Public: Adults ages 75+
Self‐interests: Renewed interest in hobbies, continuing education, social interaction, physical activity
Message: Maintain an active mind and lifestyle as you age by joining or renewing yourMessage: Maintain an active mind and lifestyle as you age by joining or renewing your membership with Osher Lifelong Learning Institute
Influentials: Family, friends, co‐workers, public officials, religious leaders, professionals, educators
Objectives: Obtain 60 members within this public
Strategies: Group influence, interactivity, homophile, opinion leaders, partnerships
Tactics: Personal contact, news releases, fliers, word‐of‐mouth, bulletins, PSAs, e‐mails, i l ki bl b h l f d isocial networking, blog, brochure, newsletter, feature story, VNRs, op‐ed piece
Communication Confirmation Matrix
Key Public: Children with parents age 50+
Self‐interests: Caring for parents, encouraging healthy aging through social interaction and physical activity, looking for unique gift for the holidays
Message: Osher Lifelong Learning Institute provides countless opportunities to activelyMessage: Osher Lifelong Learning Institute provides countless opportunities to actively ageing adults to continue their education and promote healthy lifestyles
Influentials: Family, friends, co‐workers
Objectives: Sell 20 gift certificates to this public to be redeemed for membership by the holiday season
Strategies: Unique selling point (USP), group influence
Tactics: Personal contact, news releases, fliers, word‐of‐mouth, bulletins, PSAs, e‐mails, i l ki bl b h l f d isocial networking, blog, brochure, newsletter, feature story, VNRs, op‐ed piece
Evaluation
Informational Objectives H b f th t t di did th i h? How many members of the target audience did the campaign reach?
50‐74 year olds Based on new/renewed membership total
75 ld 75+ year olds Based on new/renewed membership total
Children of 50+ year oldsd b f ld if ifi Based on number of sold gift certificates
How well does OLLI’s message resonate with its audience? Survey
l / Personal contact/interviews
Attitudinal Objectives Did the campaign change nonmembers’ perspectives of OLLI? Did the campaign improve understanding of OLLI’s message to its audiences?
Evaluation (continued)
Behavioral Objectives How many of our projected memberships did the campaign score?y p j p p g
Did we meet our long term goal of 100 new/renewed memberships? As of October 22, OLLI has 418 members of the 500 member goal (met short term objective)
How many attendees did the Open House receive? How many gift certificates were sold and redeemed? How many gift certificates were sold and redeemed?
Where were the certificates purchased?
Output Objectives How many media hits did the campaign receive?y p g
TV Print Radio Internet Internet
How many newspapers picked up the campaign press releases? Open House/Gift Certificate release Feature story release
How many radio stations picked up the campaign PSAs? Open House/Gift Certificate PSA