PR Campaign book

P U B L I C R E L A T I O N S C A M P A I G NCYSTIC FIBROSIS FOUNDATION

2011

Executive summaryBackgroundSituation analysisSWOT AnalysisObjectivesAudiencesStrategiesAudience 1Audience 2Audience 3CalendarBudget EvaluationSurveyMedia AlertNews ReleaseFact SheetBrochurePhotosPitch LetterTwitter postsConclusion

TABLE OF CONTENTS

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EXECUTIVE SUMMARY

The Cystic Fibrosis Foundation is the largest non-profit organization dedicated to finding a cure and supporting those with cystic fibrosis. It currently funds 115 care centers, 100 care programs for adults and children with cystic fibrosis and supports more than 80 chapters nationwide. The foundation has made great strides in creating new treatment options, clinical trials and has extended the life of an in-dividual living with cystic fibrosis by more than fifteen years. However, the foundation has focused a majority of its efforts into creating awareness of the foundation and not the disease itself. Most people, unless associated with someone with cystic fibrosis are not aware of the symptoms, treatments or de-tails of the disease. By using this campaign to explain the disease in a simpler way, more people will be aware of the disease and more apt to donate or give their time and service to the foundation’s causes.

The objectives of this campaign are to create more of an understanding and awareness of cystic fibrosis in the Salt Lake area, increase understanding through simple visuals and increase the amount of new donors to the foundation. The campaign will be focused on people in the Salt Lake area and will reach three main audiences: men and women working in the area, school districts and moms in the Salt Lake area. We will reach these audiences by strategically using the appropriate media outlets, communicat-ing through simple visuals and contexts, speaking with school districts and reaching families through fundraising events. This campaign will begin in September and conclude in December with pre and post evaluations occurring in August and February. By explaining cystic fibrosis through simple visuals using media such as the Internet, magazines, newspapers and fundraising events, the Cystic Fibrosis Foundation will be able to achieve its objectives of increasing its fundraising revenue, creating more of an understanding and awareness for the disease and increasing the amount of new donors to the foundation.

2 CYSTIC FIBROSIS FOUNDATION

The Cystic Fibrosis Foundation is a non-profit organization in the United States. It was established in 1955 in Philadelphia, Pennsylvania by a group of volunteers eager to help those with cystic fibrosis. The organization’s main goal is to provide a cure for the disease and help and support those living with the disease. The organization funds care centers, care programs for adults and children with cys-tic fibrosis, and supports more than 80 chapters nationwide.

The foundation has also been responsible for providing more grants for research, clinical trials, and new treatment options than any other cystic fibrosis organization. The foundation was also responsible for discovering the gene that causes cystic fibrosis which could be the key in developing a cure for the disease. The foundation has more recently been engaged in legislative lobbying and passing bills about cystic fibrosis in congress. When the foundation was first organized in 1955, children with cystic fibrosis were not expected to live past elementary school. With the help of the foundation, those with cystic fibrosis can now expect to live to their 40’s and later. The Cystic Fibrosis Foundation is an ever-growing foundation that will continue to fight the disease through fundraising events, advocates, and speaking out against the disease.

BACKGROUND

3 PUBLIC RELATIONS CAMPAIGN

The Cystic Fibrosis Foundation is the largest organization devoted to finding a cure and developing treatment for those who suffer with cystic fibrosis. It currently funds more than 115 cystic fibrosis care centers, 100 care programs and more than 80 chapters nationwide. The foundation is funded complete-ly through fundraising efforts as well as donations and grants. It’s main goal is to develop a cure for cystic fibrosis and to improve the quality of life for those fighting the disease. The foundation’s current publicity efforts include fundraisers to secure money for research, advocates of the disease to create awareness in the government and other publics, as well as press releases and information being given to donors and those who have cystic fibrosis. In 2010, the foundation raised more than $313 million, about $1million more than the previous year.

The foundation has made great strides in creating new treatment options, clinical trials and has ex-tended the life of an individual living with cystic fibrosis by more than fifteen years. However, most of the efforts done by the Cystic Fibrosis Foundation have been toward donors and those living with the disease. The foundation has also focused the majority of its efforts into creating awareness of the foundation and not on the actual disease itself. Most people, unless they know someone with cystic fibrosis are not aware of the symptoms, treatments or details of the disease. The foundation has missed out on this opportunity to spread the word about the disease and further its fundraising efforts. By explaining the disease in simple contexts through media such as the Internet, magazines, newspapers, and fundraising events, the Cystic Fibrosis Foundation will be able to increase its fundraising revenue, create awareness for the disease and increase and expand its donors.

SITUATION ANALYSIS


SWOT ANALYSIS

STRENGTHS• CFF is a long-established foundation funded solely by donors.• CFF has a nationwide presence with more than 80 chapters.• Named an accredited charity by the Better Business Bureau’s Wise Giving Alliance.• Recognized by national publications, hospitals, and treatment centers.• Consistent communication with investors and donors through newsletters, annual reports and fund-raising opportunities.

WEAKNESSES• Most people have limited knowledge about the disease and its symptoms.• CFF focuses most of its communication toward those already aware of the disease instead of focus-ing on spreading awareness. • CFF has to compete with other nonprofit organizations for funds.

OPPORTUNITIES• Works with celebrities such as New York Giants Shaun O’Hara to advocate for the disease.• Many people are aware of the disease but don’t know the details.• CFF consistently qualifies for grants leading to more research on the disease.• CFF fundraising events offer opportunities to share more information about the disease.

• The economy is making it more difficult for businesses and individuals to donate. • CFF focuses on current donors rather than finding additional donors. • CFF is funded entirely by donations. • The ever-changing government makes it difficult to lobby for new cystic fibrosis bills.

THREATS


The ultimate goal of this campaign is to create more of an understanding and awareness of cystic fibro-sis in the Salt Lake area and to increase the amount of donors who support the Cystic Fibrosis Founda-tion. In order to accomplish this, the campaign will focus on four major goals:

• Increase its fundraising revenue by 20%.• Increase the awareness and understanding of cystic fibrosis among adults and children in the Salt Lake area by 40%.• Increase understanding of disease through simple contexts making it easier to recognize symptoms and express empathy for those with the disease. • Increase amount of new donors by 10%.

OBJECTIVES


The majority of the audience will consist of people living in the greater Salt Lake area. This group can be divided into smaller groups to determine how to better reach them.

ADULTS, MEN AND WOMEN WORKING IN THE SALT LAKE AREAThis group of individuals will be the main source of new donors to the foundation. It would be wise to target them in order to increase the awareness and understanding of the disease in the Salt Lake area.

SCHOOL DISTRICTSBy communicating to schools, teachers, and students in the classroom, the foundation would be able to teach children about cystic fibrosis including symptoms and to be empathetic toward someone with cystic fibrosis. By teaching children, it would increase awareness and understanding among families in the Salt Lake area.

MOMS IN THE SALT LAKE AREAThis group might be the most important audience to reach. By reaching mothers in the area, it would increase awareness and recognition of the symptoms of cystic fibrosis. They would be able to recog-nize symptoms if one of their own children had it as well as be empathetic toward others with the disease. Mothers often control the finances of the family and would be an excellent audience to reach for increasing new donors.

AUDIENCES


The strategy of this campaign will be to use the media, school districts, mothers groups and fundrais-ing events to raise awareness and increase understanding of cystic fibrosis. This campaign will be focused on reaching individuals and families in the greater Salt Lake area.

THE PURPOSE OF THIS CAMPAIGN IS TO:• explain cystic fibrosis on a simpler level making it easier to understand and recognize symptoms• raise awareness of the disease among children and adults• increase the amount of new donors in the Salt Lake area.

THESE MESSAGES WILL BE DELIVERED THROUGH:• speaking with school districts • communicating with children on their level of understanding• getting mothers groups involved in fundraising efforts• reaching adults through different media outlets• reaching families through fundraising events

STRATEGIES


AUDIENCE 1: ADULTS WORKING IN THE SALT LAKE AREA

TACTICSTo better target men and women working in the Salt Lake area, we will reach them through different media outlets, events and local doctor’s offices. First, we will reach them through media. In order to create a better understanding of cystic fibrosis and the symptoms and treatment for the disease, we need to break it down into simple details. This will help people better understand the disease and what they can do to help fight it. We will first create press releases and public service announcements that will be sent to the local newspaper and radio stations. These will give simple information about the disease and tell about what the foundation is doing to help find a cure for the disease. They will also urge readers and listeners to go to the foundation’s website to learn more information about the disease and how to help those suffering with it. In addition, we will also send press releases to local magazines in the hopes that a feature story might be done on the foundation or someone with cystic fibrosis.

We will use the Internet to our advantage and create a page on the foundation’s website describing the disease in a more simple context. This page will share symptoms, treatment options and what to do if you think your child might have cystic fibrosis. This website will have simple visuals to follow making it much easier to understand and share with others. We will also be posting regular twitter posts shar-ing news and information for the foundation such as new treatment options and successes the foun-dation has had. This will also be another way to advertise for upcoming fundraising events. We will also use facebook to help us create awareness for the foundation. The facebook page will have similar information to the website and will be used to primarily advertise for upcoming fundraising events.

We will also produce and distribute informational brochures to local doctor’s offices in the Salt Lake area. These brochures will have simple, descriptive information that will help parents learn more about cystic fibrosis so they will be able to recognize symptoms if their child has the disease. They will also learn what to do next as far as treatment options and support programs.

In addition to using the Internet and other media outlets, we will organize and host the Great Strides walkathon event with fun activities for the whole family. This event will take place October 22nd and will be a walkathon to raise funds for the foundation’s care programs. People will be able to sign up for the walkathon online as well as learn more information about the event. The event will also have fall activities such as a pumpkin patch, food, an arts and crafts area for children and music. There will also be an area of the event where people can learn more about the disease if they have questions. Before the event, we will send press releases to the local newspapers, magazines and radio stations informing them about the upcoming CFF fundraising event. The event will also be advertised using posters around town.


AUDIENCE 2: SCHOOL DISTRICTS

TACTICSAn important part about creating a better understanding of something is to start young. By teaching children about cystic fibrosis, it would help create communication within the family about the disease as well. This would create not only an understanding of the foundation but an understanding about the disease, its symptoms, treatment options and how to be considerate and kind to someone who has the disease.

We plan on first sending the previously made brochures along with a newsletter about the foundation to school districts in the Salt Lake area. These would help teach the teaching staff about the disease and how to better teach their student about it. We will also contact these school districts to set up times for classroom lessons given by someone with cystic fibrosis. The individual would teach the children about the disease in a way they could understand and remember. We will also send home informa-tional brochures with children to give to their parents about the disease.

In addition to these classroom lessons and informational brochures, we will organize a fall fundraising event that was discussed in the previous page. We would send posters to these school districts to help advertise for the upcoming event. We would also encourage families and teachers in the school district to sign up for the walkathon. This event would also be advertised through radio public service an-nouncements as well as press releases sent to the local newspapers and magazines.


AUDIENCE 3: MOMS IN THE SALT LAKE AREA

TACTICSMothers in the Salt Lake area are a very important target to reach because they control the finances, the schedules of their families and are very involved in their children’s learning and education. By target-ing these mom’s, we would reach families and help create a better understanding in the area of cystic fibrosis. To target mother’s, we will send home informational brochures with children to give to their parents as previously discussed. We also give these informational brochures to local doctor’s offices explaining the disease in a simple manner and format. Mother’s often go to the doctor’s office with their children, so this would be an excellent way to share information with them about cystic fibrosis as well as what the foundation is doing to fight the disease.

Mothers and women will also play an important part in the fundraising event that will take place on October 22nd. Beforehand, we will contact local women’s groups in the Salt Lake area to get them involved in the fundraising event. They would help plan aspects of the event, set up and act as vol-unteer’s during the event as well as have booths for food and information about cystic fibrosis at the event. These women would play a key role in the event and help bring in more families.

We will also create a facebook page advertising the upcoming fall fundraising event as well as sharing information about cystic fibrosis. Many mothers have facebook’s to keep track of their children and socialize. Facebook would be an excellent way to reach these mom’s and share information about the foundation with them.

CALENDAR

AUGUST:• Begin evaluation efforts a month before the campaign begins.

SEPTEMBER 1-15:• Meet with school districts and set up classroom lessons for children in elementary and middle school. • Contact women’s groups to get involved with upcoming fundraising event.• Create webpage within the foundation’s website explaining the disease in simple visuals.• Create facebook page advertising the upcoming fall fundraising event.• Begin organizing upcoming fall fundraising event and begin organizing press kits to give to local media surrounding the event.

SEPTEMBER 16-30:• Conduct classroom lessons in elementary and middle schools about cystic fibrosis.• Send home informational brochures with children to give to their parents.

OCTOBER 1-15:• Send press releases to newspaper, magazines and radio stations informing them about the upcoming CFF fundraising event.• Send media kits to local media outlets informing them about the foundation and its upcoming fall fundraising event.

OCTOBER 22:• Have fall fundraising event with assistance from women’s groups in the area.

SEPTEMBER–DECEMBER:• Send brochures and newsletters to school districts in the Salt Lake area.• Give informational brochures to local doctors offices explaining the disease.• Reach adults in the Salt Lake area through direct mail letters, magazine feature articles about the organization and radio public service announcements.• Send press releases to the newspaper and radio stations giving information about the foundation and the disease. • Post regular Tweets about the foundation, upcoming fundraising events and news dealing with cystic fibrosis.

FEBRUARY:• Begin evaluation efforts several months after the campaign has begun.


ALL MEDIA EFFORTSAll brochures and newsletters $2,000Media Kits $500Webpage development $1,000Press releases $500

FALL FUNDRAISING EVENT • Food $1,500 • Music $500 • Tents $500 • Venue $0 (donated) • Shirts $0 (donated)

TOTAL $6,500

BUDGET


The evaluation process should occur several months before the campaign is implemented as well as several months after the campaign has begun. This evaluation will consist four different tactics to ensure accurate results.

First, a survey will be distributed via email before and after the campaign. The survey will consist of questions regarding the respondent’s knowledge of cystic fibrosis and the foundation. The questions will determine how aware the respondent is of the disease and the organization as well as their knowl-edge and understanding of the symptoms and characteristics of the disease. This will help the foun-dation learn how much people know about the disease and if they are aware of the disease but don’t know significant details about it.

The second phase of the evaluation will include search engine optimization. Before the campaign begins, we will determine how often people click on the foundation’s website as well as how many people search for the foundation on Google. After the campaign has been implemented for a few months, we will once again check these statistics and see if anything has changed.

The third phase of the evaluation will determine how many new donors have contributed to the foundation’s cause. We will examine how many different donors the foundation had to begin with and how much money per month was being donated. After the campaign has been implemented several months, we will again examine how many different donors the foundation has and how much money is being donated each month after the campaign. This will help us determine if our third objective of increasing the amount of new donors was successful.

The fourth phase of the evaluation will involve tracking how many twitter posts involving cystic fibro-sis or the foundation were made each month before the campaign began and then after the campaign had been implemented for several months.

EVALUATION



SURVEY

The Cystic Fibrosis Foundation is a non-profit organization dedicated to finding a cure and helping those with cystic fibrosis maintain good health and a high quality of life. This survey will help us gain information about how aware Salt Lake City is about cystic fibrosis and how we can better help teach those unaware of the disease. Please take a moment to fill out this short survey. It will take approximately three minutes. We appreciate your time and help in our cause.

1. First of all, are you aware of the organization known as the Cystic Fibrosis Foundation?

1) Yes 2) No

2. Have you ever heard of the disease known as cystic fibrosis? 1) Yes 2) No

3. Do you know anyone who has cystic fibrosis? 1) Yes 2) No

4. Can you name any of the symptoms associated with cystic fibrosis? _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________

5. What part of the body does cystic fibrosis affect? (You may circle more than

one). 1) Heart 2) Liver and kidneys 3) Lungs 4) Joints and muscles 5) Digestive system

6. Have you ever discussed cystic fibrosis with a member of your family or a

friend? 1) Yes 2) No

7. Have you ever participated in a fundraising event for cystic fibrosis? 1) Yes 2) No

8. If you are aware of the disease, cystic fibrosis, how long have you been aware of it?

1) Less than six months 2) Six months to a year 3) 1-3 years 4) 4-6 years 5) More than 7 years 6) I was not aware of the disease.

9. If you are aware of the organization known as the Cystic Fibrosis Foundation,

how long have you been aware of the foundation? 1) Less than six months 2) Six months to a year 3) 1-3 years 4) 4-6 years 5) More than 7 years 6) I was not aware of the foundation.


The Cystic Fibrosis Foundation is a non-profit organization dedicated to finding a cure and helping those with cystic fibrosis maintain good health and a high quality of life. This survey will help us gain information about how aware Salt Lake City is about cystic fibrosis and how we can better help teach those unaware of the disease. Please take a moment to fill out this short survey. It will take approximately three minutes. We appreciate your time and help in our cause.

1. First of all, are you aware of the organization known as the Cystic Fibrosis Foundation?

1) Yes 2) No

2. Have you ever heard of the disease known as cystic fibrosis? 1) Yes 2) No

3. Do you know anyone who has cystic fibrosis? 1) Yes 2) No

4. Can you name any of the symptoms associated with cystic fibrosis? _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________

5. What part of the body does cystic fibrosis affect? (You may circle more than

one). 1) Heart 2) Liver and kidneys 3) Lungs 4) Joints and muscles 5) Digestive system

6. Have you ever discussed cystic fibrosis with a member of your family or a

friend? 1) Yes 2) No

7. Have you ever participated in a fundraising event for cystic fibrosis? 1) Yes 2) No

8. If you are aware of the disease, cystic fibrosis, how long have you been aware of it?

1) Less than six months 2) Six months to a year 3) 1-3 years 4) 4-6 years 5) More than 7 years 6) I was not aware of the disease.

9. If you are aware of the organization known as the Cystic Fibrosis Foundation,

how long have you been aware of the foundation? 1) Less than six months 2) Six months to a year 3) 1-3 years 4) 4-6 years 5) More than 7 years 6) I was not aware of the foundation.

MEDIA ALERT

Salt Lake City to Host Annual Great Strides Walkathon

Salt Lake City/October 1, 2011 What: The Cystic Fibrosis Foundation will be hosting its annual Great Strides walkathon event. This fundraising event will be going toward cystic fibrosis patient care programs in the Salt Lake area. In addition to the walkathon, the event will feature a pumpkin patch, children’s arts and craft’s activities, food and entertainment from local artists. Where: The Great Strides walkathon will take place in Salt Lake City at the Energy Solutions arena. This is one of hundreds of cystic fibrosis walkathons that take place nationwide. When: The walkathon will be held on Saturday, October the 22nd at 10 a.m. and will have events and activities until 4 p.m. Entertainment will be provided throughout the day by local artists. Photo Op: The walkathon will begin at 10 a.m. with press availability until 4 p.m. Please call Lisa Johnson at 801.435.7887 for more details. Who: The Cystic Fibrosis Foundation will use the funds raised to support patient care programs in the Salt Lake area. The organization was founded in 1955 in Philadelphia, Pennsylvania and now funds more than 115 cystic fibrosis care centers, 100 patient care programs and has more than 80 chapters nationwide. Why: Since it’s beginning, Great Strides has raised over $180 million for cystic fibrosis research and patient care programs. These patient care programs offer treatment for people with cystic fibrosis and help control symptoms and maintain good health. With the help of fundraising events and research, cystic fibrosis patients have a longer expectancy rate and a higher quality of life.

NEWS RELEASE

NEWS RELEASE October 1, 2011 Contact Information: FOR IMMEDIATE RELEASE Lisa Johnson, Publicity Director Office: (801) 435-7887 Cell: (801) 435-3496 Email: [email protected] SALT LAKE CITY HOSTS ANNUAL GREAT STRIDES WALKATHON

Cystic Fibrosis Foundation Raises Funds for Patient Care Programs

SALT LAKE CITY—The Cystic Fibrosis Foundation will host its annual Great

Strides walkathon event on Saturday, October the 22nd at 10 a.m. in the Energy

Solutions arena to raise funds for patient care programs.

The walkathon is an event similar to Race for the Cure where walkers take

turns walking laps around a track while raising money for the event’s cause. This

year’s walkathon will also feature a pumpkin patch, children’s arts and craft’s

activities, food and entertainment from local artists.

The money raised during the walkathon will be used for patient care

programs funded by the Cystic Fibrosis Foundation. The organization was

founded in 1955 in Philadelphia, Pennsylvania and now funds more than 115

cystic fibrosis care centers, 100 care programs and has more than 80 chapters

nationwide.

Last year, the Great Strides walkathon raised nearly $30,000 with over 800

people in attendance. They hope to raise even more this year as the money will

be going toward cystic fibrosis patient care programs in the Salt Lake area.

-more-

Mike Sanchez, manager of the downtown Salt Lake City Marriott

encourages his staff to attend and participate in the walkathon. According to

Sanchez, “It truly is one of the only foundations that uses all its resources and

money into finding a cure. This is a very dedicated cause and the foundation is

dedicated to its supporters.”

The first Great Strides walkathon was in 1989. Since it’s beginning, the

Cystic Fibrosis Foundation’s annual event has succeeded in raising over $180

million for cystic fibrosis research and care programs.

Individuals and teams can sign up for this year’s walkathon at

www.cff.org/greatstrides. For more information, contact Lisa Johnson at

801.435.7887 or by email at [email protected].

-###-

NEWS RELEASE CONTINUED

FACT SHEET

Contact Information:

Lisa Johnson, Publicity Director Office: (801) 435-7887 Cell: (801) 435-3496 Email: [email protected]

FACT SHEET

• The Cystic Fibrosis Foundation will host a Great Strides walkathon event on Saturday, October the 22nd at 10 a.m.

• It will be held in the Energy Solutions arena in Salt Lake City.

• It will feature a pumpkin patch, children’s arts and craft’s activities, food and entertainment from local artists.

• The money raised will be used for patient care programs funded by the

Cystic Fibrosis Foundation.

• The foundation was founded in 1955 in Philadelphia, Pennsylvania.

• The Cystic Fibrosis Foundation funds more than 115 care centers, 100 care programs and has more 80 chapters nationwide.

• Great Strides walkathon has raised over $180 million since its first

walkathon in 1989.

• Individuals and teams can sign up online at www.cff.org/greatstrides.

• For more information, contact Lisa Johnson at 801.435.7887 or by email at [email protected].


BROCHURE


4Does your child show poor weight gain and growth?The thick mucus blocks the tubes that carry digestive enzymes so your body can’t absorb the nutrients in the food you eat.

Other symptoms of cystic fibrosis include repeated lung infections, intestinal blockage and greasy stools. If your child demonstrates any of these symptoms, seek medical help. Discovering your child has cystic fibrosis is scary and can be overwhelming.

There is help. There are treatments such as antibiotics, bronchodilators, mucus-thinning drugs and other therapies. The Cystic Fibrosis Foundation is dedicated to supporting patients and families and ensuring your child gets the best care possible.

The Cystic Fibrosis Foundation is the leading organization in the United States devoted to cystic fibrosis. Due in large part to the Foundation’s innovative research and care, many people with the disease can now expect to live into their 30s, 40s and beyond. We will not give up in the fight against cystic fibrosis. Visit www.cff.org to find out what you can do to help in the fight against cystic fibrosis.

Cystic FibrosisA Simple Guide to Recognizing Symptoms

Cystic Fibrosis FoundationAdding Tomorrows Every Daywww.cff.org

BROCHURE CONTINUED


About 1,000 new cases of cystic fibrosis are diagnosed each year.

Cystic fibrosis signs and symptoms can vary from child to child, depending on the severity of the disease. Even in the same child, symptoms may worsen or improve as time passes. In some children, symptoms begin during infancy. Other people may not begin experiencing symptoms until adolescence or adulthood. Does your child have any of these symptoms?

1 When you kiss your child, do you taste salt? People with cystic fibrosis tend to have higher than normal amounts of salt in their sweat.

2Does your child have a persistent cough?People with cystic fibrosis tend to have thick and sticky mucus that clogs up their airways.

3Does your child have chronic sinus infections?The thick and sticky mucus clogs the tubes that carry air in and out of your lungs and nose.

PHOTOS

PITCH LETTER

Dear local businesses, The Cystic Fibrosis Foundation will be hosting its annual Great Strides walkathon event on Saturday, October the 22nd at 10 a.m. at the Energy Solutions arena to raise funds for patient care programs. What better way to give service than to participate in the walkathon and raise money for care programs that help cystic fibrosis patients live longer and maintain a high quality of life? Last year, the Salt Lake City Great Strides walkathon raised nearly $30,000 with over 800 people in attendance. The money raised from these walkathons goes to cystic fibrosis research and patient care programs in the Salt Lake area. You will be helping children and adults in the area fight the disease and give them the opportunity to live a normal life. The Great Strides walkathon has been taking place since 1989 and has raised more than $180 million for cystic fibrosis research and care programs. The Cystic Fibrosis Foundation uses this money to fund more than 115 cystic fibrosis care centers, 100 care programs. The foundation supports more than 80 chapters nationwide, each hosting its own Great Strides walkathon. This year’s walkathon will be better than ever and is a great event for the whole family. This year’s walkathon will feature a pumpkin patch, children’s arts and craft’s activities, food as well as entertainment from local artists. Bring your families—this event is a must-see! With your help, Salt Lake City can raise even more than last year and contribute to finding a cause for cystic fibrosis. Getting involved is easy! Just sign up for this year’s walkathon at www.cff.org/greatstrides. Sign up as an individual or get a team together and have fun walking for a cause. You and your families can help change a life. By participating in the walkathon, you will be helping children and adults with cystic fibrosis stay healthier and live longer. I’ll be following up with you soon to discuss your interest in donating or walking for the event on October 22nd. In the meantime, if you have any questions or are interested in finding out more about the Cystic Fibrosis Foundation, please contact me directly at 801.435.7887 or at [email protected]. Thanks for your time and consideration. With regards, Lisa Johnson On behalf of the Cystic Fibrosis Foundation


TWITTER POSTS

Salt Lake City’s Cystic Fibrosis Foundation chapter to host annual Great Strides walkathon on Saturday, October 22nd at 10 a.m. in the Energy Solutions arena.

SLC’s CFF chapter raised over $30,000 for cystic fibrosis patient care programs last year. Let’s top that! Walkathon October 22nd at 10 a.m. in Energy Solutions arena.

Teens travel to Washington, D.C., to speak out and raise awareness about cystic fibrosis. Celebrate CFF’s third annual Teen Advocacy Day!

Teens travel to Washington, D.C., to speak out for cystic fibrosis on behalf of their siblings on CFF’s Teen Advocacy Day! Raise the awareness!

Cystic Fibrosis Foundation helps release new CF drug, VX-770 allowing people to breathe more regularly with less infections! Thank you CFF!


This campaign will focus on reaching men and women working in the area, school districts and moms in the Salt Lake area. The main objectives will be to increase fundraising revenue by 20%, create more of an understanding of cystic fibrosis and increase awareness by 40%, increase understanding through simple visuals and increase the amount of new donors to the foundation by 10%. We will reach these audiences by strategically using the appropriate media outlets, communicating through simple visu-als and contexts, speaking with school districts and reaching families through fundraising events. This campaign will begin in September and conclude in December with pre and post evaluations occurring in August and February. By explaining cystic fibrosis through simple visuals using media such as the Internet, magazines, newspapers and fundraising events, the Cystic Fibrosis Foundation will be able to achieve its objectives of increasing its fundraising revenue, creating more of an understanding and awareness for the disease and increasing the amount of new donors to the foundation. This campaign will help the Cystic Fibrosis Foundation continue to keep children and adults suffering with cystic fi-brosis healthy and help them live longer through greater awareness and understanding of the disease.

CONCLUSION

PR Campaign book

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