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WALK A MILE

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Walk a Mile For Autism Spring 2012

Allison Griffin Julieanna Carsen Kim Stepp Mellisia Clarke Matt Greene

Table of Contents



Executive Summary



Research



Planning



Execution



Evaluation o

Survey Results

o

Budget



Lessons Learned



Appendix

Walk a Mile For Autism

A. General Event Flyers & Posters B. Web-Ad for Cityview magazine & Event Program C. Photos from promotional events at UNCP and Old Navy Table D. T-Shirt Design E. Event invitation letter F.

Walker Registration Form

G. Sponsor/Donor Registration form H. Initial Press Release I.

Post Event Press Release

J.

Post Event Coverage from Fayetteville Observer

K. Script for Cold Calling Sponsors and Donors L.

Social-Media posts for Buffalo Wild Wings & Fayetteville-Observer Post Coverage

M. Social-Media Posts for Volunteers.org, Old Navy Table, Fayetteville- Observer ‘Need to Know” column N. Post of community-calendar share & photo album of 1st Old Navy Promotion O. Re-post of press-release coverage via Cityview magazine, re-post of the ASCC-fanpage post of  the Early-Registration Form P. Early Registration Form via “Scribd” Q. Analytics page from “Scribd” R. Event photos were shared with ASCC-fanpage via Facebook S.

Sample Survey

Executive Summary

Walk a Mile For Autism

The non- profit  profit organization, the Autism Society of Cumberland County, County, (ASCC) based in Fayetteville, NC, needed more financial support from the local community com munity.. Public relations seniors at UNC Pembroke organized a fund raising campaign for the ASCC, including display tables at Old Nav y, dinner nights at Buffalo Wild Wild Wings, and an event, “Walk a Mile for Autism.” The campaign raised $136 4.

Research

Walk a Mile For Autism

(January 23, 2012 - March 9, 2012) Background Research provided sufficient information to approach the client and assess their needs. Because the ASCC provides services to those living in and around Cumberland County, the campaign would service that area, this research left many questions unanswered, such as: 

What type of funding do they rely on



What are the basic needs of the organization



What campaign efforts were already in place

Primary Research was conducted by interviewing the client to assess their needs. As a part of this process what was discovered was that the organization: 

Was focused on creating greater opportunities to inform and educate parents and family members o f  people diagnosed with an autism spectrum disorder (ASD)



Has organized such events as the Vera Bradley Bingo event, a golf tournament, and dinners to raise funds



Was operating on a grant small e nough that it limits them to only 1 and ½ staff members

Secondary Research was conducted to uncover efforts of similar organizations and how they were able to raise funds in their communities. The data was collected by utilizing chapter-affiliate websites cataloged by the Autism Society of North Carolina (ASNC) website. What the research made clear was: 

Events that take place at public parks and schools generally draw the largest crowds from families



Other state organizations have worked with public schools to r aise funds for charities and generally have a large turn out from parents and st udents alike



Successful walk and run events generally include a “fun-run” or walk where families are invited to participate in a non-competitive event that is e njoyed by family members of all ages

Secondary Research also consisted of interviews conducted with local organizations associated with autism. They were the Special Olympics of Cumberland County (SOCC), t he Exceptional Family Member Program (EFMP) at Fort Bragg, and the Disability Support Services at UNCP. The research concluded that: 

Over half the participants in Special Olympic Games are diagnosed with some form of ASD



The recent surge in military relocation to Ft. Bragg is increasing the number of autism cases seeking help in the region



Those cases of autism labeled as High-Functioning often avoid team or group activities

Planning

Walk a Mile For Autism

Client: Autism Society of Cumberland County (ASCC) Campaign: 'Walk a Mile for Autism' The ASCC is a very small organization located in Fayetteville that needed more financial support from the local community. PR Synergy chose the ASCC because of its dedication and support for peop le within the autism spectrum as well as their families. The ASCC had never hosted a walk before, and since April is National Autism Awareness Month, PR Synergy decided to do a walk located at one of the high schools in Fayetteville. Before the walk, PR Synergy set up an education table, with a donation jar, at Old Navy on two Saturdays. PR Synergy also teamed up with Buffalo Wild Wings and developed a coupon good for 10 percent of the  bill going to the ASCC. The coupons were good for April 11, 2012, and April 13, 2012. The majority of  funds were raised at the event, 'Walk a Mile for Autism.' Target Audiences: Parents (families) of children within the autism spectrum (military families) Cumberland County Schools Local Businesses

  

Goals: To improve the financial status of The Autism Society of Cumberland County.



Objectives: To raise at least $500 for The Autism Society of Cumberland County within a three month period.



Tactics 





 

Plan and implement a walk fund raising event for the ASCC, within the local community, with 50  participants. Publicize 'Walk a Mile for Autism' with various media channels such as local radio stations, newspapers, volunteer websites, and social media. Set up an educational table with fliers, brochures, posters, and a donation jar at Old Navy for two Saturdays. Dinner at Buffalo Wild Wings on April 11 and April 13. 10 percent of the check went to the ASCC Interview with Cumulus Broadcasting WFNC 640 AM talk radio show, Fayetteville Focus, 10 minute interview about the event.

Strategies:  

Sent press releases to local media (radio, newspapers, magazines) about the event Sent press releases and fliers to the Cumberland County School board

Planning      

Walk a Mile For Autism

Put up fliers at various businesses in Fayetteville 10 minute interview with radio station WFNC 640 AM about the event Publicized with social media Sent post press release to the Fayetteville Observer  Used volunteermatch.com to find volunteers Solicited sponsors in the local community

Messages:   

 

“As many as 12,000 military children may have autism.” “April is National Autism Awareness Month.” “Autism knows no racial, ethnic or social boundaries. It does not care about wealth, lifestyle or  education. Autism is more common than childhood cancer, cystic fibrosis, and multiple sclerosis combined.” “Be an advocate for Cumberland County and register for the walk by April 9th.” “At ASCC, we strive to create a community where people within the autism spectrum as well as their families receive respect, services and support based on individual differences, needs and  preferences.”

Theme: 'Walk a Mile for Autism' Channels of Communication: 

Radio o

o



Sent press releases and shortened calendar copy for stations event websites to Cumulus Broadcasting( WFNC 640 AM, Q98.1, WRQ103.5 and Magic106.9) and Beasley Broadcasting(96.5,BOBFM, WKML 95.7, Foxy99.1, and Kiss 107.7) Allison did a live phone interview on the morning show “Fayetteville Focus” on WFNC 640 AM

 Newspapers o

o

Sent press releases to the Fayetteville Observer, The Robesonian, The Robeson JournalCityview Magazine, The Weekender, and Up and Coming Weekly. -Wrote a feature story for the -UNCP newspaper The Pine Needle.

Planning 

Facebook -Used Facebook to promote the walk as well as provide updates o



o

o

o



Distributed fliers to local businesses and sponsors Handed out fliers at UNCP events; Fashion Show that supported autism, and Taste of  International-world Handed out fliers at an educational table at Old Navy

Interpersonal Communication o



Used Scribd to promote the registration form, linked through the ASCC's website

Fliers o



Walk a Mile For Autism

emails, educational tables, sponsors Sent emails and made phone calls regarding press releases, calendar copies, and promotional materials to radio station promotion directors, local newspaper editors, sponsors, and Cumberland County School Board.

Dispersed fliers at UNCP for a Fashion Show at Givens Performing Arts Center held by a fraternity that supported autism.-Set up an education table at UNCP's Taste of I-World in held by the Multicultural Center  The table had posters, registration forms, and fliers. -Set up an educational table at Old Navy in Fayetteville-The table had brochures, registration forms, fliers, Autism Society of Cumberland County business cards, and pamphlets, and a donation jar.

Execution

Walk a Mile For Autism

Tactic 1: Old Navy -Early Registration & Education Table (April 1, 2012 & April 7, 2012)    

Arranged and reserved a table for two weekends at Fayetteville-Old Navy Designed and printed flyer materials & registration forms to be handed out to shoppers (Appendix A) Made ASCC members aware of the early registration event via social media post (Appendix M) Created pre-event posters (Appendix C)

Tactic 2: Buffalo Wild Wings Dinner, ‘Eat Wings for Funds’ (April 11, 2012 & April 13, 2012)   

Arranged 2 dinners to be held at Fayetteville  – Buffalo Wild Wings Prearranged and distributed dinner vouchers to be presented by guests Made ASCC members aware of the dinner & vouchers via social media post (Appendix L)

Tactic 3: ‘Walk a Mile’ -Pre-Event: (March 15, 2012  – April 14, 2012)

Logistics:          

   

April 15th 2012 8a.m. Location Daskal Stadium – Reid Ross Classical School Shot pictures of venue for project planning ie. traffic, parking, and event area Contacted Fayetteville Cumberland Parks & Recreation to reserve the track Arranged with Special Olympics to provide game-play activities Arranged for AC MOORE to host a craft demonstration & activity Arranged signs, & balloons to direct traffic to the field-parking areas Stuffed gift-bags Created an Early Registration form & uploaded form to ASCC website Uploaded Early Registration form to analytics page ‘Scribd.com’; for internet tracking & referrals from Facebook post (see appendix c) Created an event program (Appendix B) Arranged for the rock 103 FM station to provide a van & provided music for the event Created prize packages for the raffle of sponsor prizes & gifts Sent event program and talking points to event hosts

Solicitations:     

Created a database of previous sponsors of events past for both ASCC & SOCC Created script for cold calling of sponsors & by-passing of gate-keepers (Appendix K) Created a Sponsorship Packet and solicited $1,285 of in-kind donations Created an Event Invitation on ASCC letterhead; for credibility when approaching sponsors (Appendix E) Solicited T-Shirt donations and design

1

Execution

Walk a Mile For Autism

Publicity:



Created and distributed event fliers to UNCP Fashion show attendees; an event to benefit Autism Sent fliers to the office of the Exceptional Family Member Program (EFMP) at Ft. Bragg Sent press releases to the Fayetteville Observer, The Robesonian, Robeson Journal, Cityview Magazine, Up and Coming Weekly, and the Weekender. Wrote a news story for the Pine Needle



Event was listed in the ‘Need to Know’ column of Fayetteville Observer’ Easter Sunday edition

  

   

   

    

Put up fliers in several local businesses in and around Fayetteville Sent fliers and press releases to the Cumberland County School Board Sent fliers to PTA board member Jacqueline Farmer at Westover High School in Fayetteville Conducted a live phone interview with WFNC 640 AM radio on the show Fayetteville Focus about 'Walk a Mile for Autism' Sent press release, and Calendar Copy to Beasley Broadcasting (stations 96.5, 99.1, 95.7, 107.7) Sent press release and Calendar Copy to Cumulus Broadcasting (stations 98.1, 103.5, 640 AM, 106.9) Utilized volunteermatch.com to get more volunteers Used media share site (scribd) so people could download the registration form, and promoted the walk with updates on Facebook (Appendix P, Q) Radio station vehicle 103.5 rock van was on site at the walk Sent a post-event press release to the Fayetteville Observer (Appendix I) Included in the Saturday Extra photos of the Fayetteville Observer (Appendix J) Set up an education table at Old Navy twice, with fliers, registration forms, and also a donation jar available. th Promoted a Buffalo Wild Wings Dinner ‘Eat Wings For Funds’. The dinner was offered Wed. April 11 and Friday April 13th the week before the event and 10% of all food sales went to benefit the ASCC.

Day of the Event: (April 15, 2012)         

Arrived early to set up tents, tables, chairs, banner and signage Welcomed volunteers and designated volunteer stations & duties Registered walk event participants Distributed event gift bags, t-shirts, bottled waters, and snack-foods Welcomed event attendees and directed walkers to the starting line Acted as master of ceremonies; to thank sponsors for donations and announce prize-packages for the raffle Presented raffle winners with their prizes Surveyed participants on their experience at the event (Appendix S) Removed all trash, tables, and chairs from the facility

Post Event:    

Mailed Certificate of Volunteerism to all event day volunteers Divided event funds by registration fees, in-kind prize donations, raffle sales, and other donations Wrote a post event press release and sent it to local media outlets Collected and posted photos from the event to the ASCC Facebook fan-page (Appendix R)

2

Evaluation

Walk a Mile For Autism

Through diligent research, planning, and implementation all goals were met and exceeded. Objective : Develop a fundraising campaign that would raise money for the Autism Society of Cumberland County within a three month time span. The monetary goal was set at $500. Outcome: Through the implementation of the various tactics used in the fundraising campaigns over the three month time span a total of $1364 was raised. Tactic 1: Promotional booths were set up at Old Navy to pass out flyers, give out and collect registrations, as well as donations. Donation totals from the promotion days were $43. Tactic 2: Arrangements were made to hold two dinner nights at Buffalo Wild Wings in Fayetteville for participating customers to request 10 percent of their tickets food sales to go to the ASCC. Tactic 3: A fundraising event was held on April 15, Walk a Mile for Autism, in which we collected registration fees, donations, and raffle ticket payments. The total amount raised at the event was $1037.

Surveys

Walk a Mile For Autism

During the event, we held a random sample survey. We had a total of a 100 participants; however 36 individuals participated in the survey in order to assess the overall effectiveness of the event. Each Survey had a total of six questions. Please select your gender.

Gender Demographics Female

Male

16%

84%

Please select your age range.

Age Demographic 18-25

26-33

34-41

10% 7%

42-49

50-57

58 and older

17%

23%

43%

How did you hear about the event?

Walk a Mile For Autism

Surveys

How they heard about "Walk a Mile for Autism" Word of Mouth

ASCC

Up And Coming Weekly

EFNP

Radio

Volunteermatch.com

Social Media

31%

9%

38%

3%

13%

3% 3%

How did you receive the registration form?

Location of Registration ASCC Website

ASCC Facebook Page

Emails From ASCC

3% 31%

31%

16%

19%

Day of Event

Old Navy

Surveys

Walk a Mile For Autism

Would you participate in “Walk a Mile for Autism” if hosted next year?

Registrants that would Return Definitely

9%

Highly likely

Maybe

3%

88%

How would you rate your experience at this walk?

Registrant Satisfaction Extremely

Satisfactory

Moderately Satisfied

19%

50%

31%

Budget 

Walk a Mile For Autism

Walk a Mile for Autism April 15, 2012 INCOME

EXPENSES

Prizes Donations

Amount

Event Costs

Amount

Renaissance Day Spa Package

$400

Bananas

$10

Omni Gift Certificates

$100

Balloons

$20.64

GPAC Gift Certificate

$40

Gift Bags

$2

Climbing Place Day Passes

$50

Pretzels

$10.72

Old Navy Gift Cards

$50

Candy

$8.52

Elite Training Center Passes

$50

Plates and Napkins

$11.65

Lido’s Gift Certificate

$25

Card Stock for Event Day Programs

$5.48

Viva Italia Tickets

$50

Raffle Boxes

$2.04

Bottled Waters from PWC

$24

Art Supplies from Trydent Security

$40 $120

Muffins and Cupcakes from Rockin’ Sweet Treats

T-shirts from CSI

$180

Printing from Crazy Ink and Stitches

$180

Helium from Party City

$9 Total

$1309

Monetary Donations Registration Collections

$1080

In-Kind donations

$180.05

Raffle Tickets

$61

Old Navy Donations

$43 Total

Income Total $1364.05

$1364.05

Expense Total $71.05

Total

$71.05

Ending Balance $1293.00

Lessons Learned

Walk a Mile For Autism

1. Start planning and research early, time is of the essence when planning a campaign or event that requires extensive logistical execution. 2. Prepare for and have a back-up plan that addresses contingencies at every step of planning and implementation. Ask 'what if' incessantly. 3. Sponsorship can be a vital role in a campaign, especially one dealing with a non-profit organization, and a good portion of the campaign planning should involve obtaining sponsors. Having a well planned outline and good-understanding and cooperation with organization should be a top priority when dealing with this task. 4. Time lines as well as deadlines should be set early in the campaign process. This allows for division of responsibilities to be set early and allows for a stead y pace and fluid movement of the campaign. 5. That research is key to a campaign. Specifically researching the client's mission statement, the demographics and statistics of the area for target audiences, as well as interviewing experts. For  instance the interview with the director of disability services at UNCP. 6.

Working with the media can be difficult, especially when you are trying to get the word out to specific publics. Ultimately it comes down to whether or not the y want to print your stories, news releases etc, and selling it is very difficult.

7.  Never take no for an answer. If one door closes then find a window to get through to make the campaign successful. 8. Trust the decisions of your team.

 Appendix

Walk a Mile For Autism

A: General Event Flyers & Posters

B: Cityview Magazine; Web- Ad, and the ‘Walk a Mile’ Event-Program

1

 Appendix

Walk a Mile For Autism

C: Photos from promotional events at UNCP and Old Navy Table

D: Promotional item; T-shirt Design

2

 Appendix

Walk a Mile For Autism

E: Event Invitation Letter

Dear Friends: Please join us on April 15, 2012, at 9:00 a.m., to Walk a Mile for Autism! The event will take place at Daskyll Stadium behind Reid Ross Classical School, located at 3200 Ramsey Street, in Fayetteville. We are excited to offer a new opportunity to raise autism awareness within Cumberland County, especially during April, Autism Awareness Month. Autism Spectrum Disorder (ASD) is the second most common developmental disability and affects 1 out of  110 children. The Autism Society of Cumberland County is a non-profit incorporated organization committed to improving the lives of children and adults with ASD and their families. Because of the generosity of supporters like you, we are able to provide educational programs, support groups, paren t mentors, resource and referral services, parent conference/workshop scholarships, a summer developmental day camp, teacher grants, classroom donations, an d numerous other services to our families. Please review the enclosed flier and sponsorship application. With all the opportunities available, we hope that you will consider supporting our event this year. Please mail your completed application to our office  by Monday April, 9th. For tax purposes, the Autism Society of Cumberland is a non-profit incorporated organization as described in section 501 (c) (3) of the Internal Revenue Code. All donations are tax deductible to the extent allowed by law. If you have any questions, please call Matt Greene at (910) 374-6386. We hope you will join us for this exciting event, and I thank you for our consideration. With best regards,

 Heidi M. Choice  Director of Programs and Outreach

3

Walk a Mile For Autism

 Appendix

F: Walker Registration Form

WALK A MILE FOR AUTISM REGISTRATION FORM Hosted by The Autism Society and The Special Olympics of Cumberland County Sunday April 15, 2012 Registration: 8 am Event: 9 am to 1:30 pm Daskyll Stadium, 3200 Ramsey Street in Fayetteville (Behind Reid Ross Middle School) One form per person , one t-shirt per registration 

Name: __________________________________________________________   Address: ________________________________________________________  City: ________________________ State: _____________ Zip: ____________  Email: ___________________________________________________________  Phone: __________________________________  (including area code) Gender: ____________________

Age Range (please circle)

(12-24)

(25-44)

(45+)

Check all that apply:  _____ Early Registration through April 9th (Ages 11 and up)  _____ Day of Walk Registration (Ages 11 and up)  _____ Ages 10 and younger   _____ Supporting with a donation

$10 $15 Free Amount: $_________ 

Payment information: Please make checks payable to A u t i s m S o c i e t y o f C u m b e r l a n d C o u n t y   (If paying by check enter check number and amount, if by cash please circle) Prepay: Check (#_________) Amount: ___________ Cash paid on Day of Walk Totals due:

Please mail Registration to: ASCC

Event Registration Fees:

$________ 

351 Wagoner Dr, Suite 410

Other Tax Deductible Donation: $ ________ 

Fayetteville, NC 28303

Please submit Registration form and donations no later than 4/9/12. For more information please call: Matthew Greene at: (910) 374-6386 or Kim Stepp (252) 945-6648 Statement of Participant/Parental Responsibilities & Release I hereby agree to abide by all rules, regulations and policies as established by Fayetteville-Cumberland Parks & Recreation (FCPR) and give approval for to participate in any and all related activities during the current season/session. I understand that injuries may occur from participation, including transportation to and from activities, that FCPR cannot guarantee injuries will not occur, and I give this consent having informed myself of the inherent risks of p articipation. For myself and on behalf of participant, I do hereby waive, release, absolve, indemnify and agree to hold harmless FCPR, the City of Fayetteville, its employees, officers, agents, elected officials, successors and assigns, parent or local league organization, organizers, sponsors, supervisors, participants, and persons transporting participant to and from activities against any action, claim, cost, fee or expenses any of them may incur arising out of or  defending any such action or claim related to such participation. I also grant permission to managing personnel or other department representatives, to authorize and obtain medical care from any licensed physician, hospital or medical clinic should participant become ill or injured while participating in activities when neither parent/guardian is available to grant authorization for emergency treatment. I have received, understand and agree to abide by FCPR’s Code of Conduct. I agree to return, upon request, any equipment issued to participant in as good as condition when received except for normal wear and tear. I agree that photographs, recordings or any other record may be used for the purpose of promoting programs operated by FCPR and the City of Fayetteville and further  agree to release any and all liability associated therewith. I understand that a fee paid by me for participant is not refundable and hereby waive my rights for redemption of said fee. I hereby take responsibility for the above information and its accuracy to the best of my knowledge. I also understand that if the information provided is not correct, participant will be ineligible to participate. I have read and fully understand that these terms are not a mere recital and sign this agreement voluntarily.

Signature

Date

Your donation is tax deductible within IRS regulations. Please consult with your accountant.

4

 Appendix

Walk a Mile For Autism

G: Sponsor/Donor Registration Form Walk A Mile for Autism Awareness Sponsor-Registration Form April 15th, 2012 Daskyll Stadium 3200 Ramsey St. Fayetteville To submit this Sponsorship packet print, sign, scan, and return to [email protected], by Thursday, March nd 22 . Please forward your logo and completed registration form, as an attachment by the registration date. Checks can be made out to the Autism Society of Cumberland County. A hard copy form, logo, and checks can all be mailed to: Autism Society of Cumberland County 351 Wagoner Drive, Suite 410 Fayetteville, NC 28303 Silver

Gold

Platinum

Title Sponsor

$50-249

$250-499

$500

$1000

Name on T-Shirts

 X 

 X 

 X 

 X 

Name or Logo on Webpages, flyers, and posters

 X 

 X 

 X 

 X 

 X 

 X 

 X 

Speaking Opportunity at Event

 X 

 X 

Name on Post Event Press Releases

 X 

 X 

Table at Event

Name Included in Title of Walk Please (X) the appropriate sponsorship

 X 

( )

( )

(Name of Business)



( )

(Name of Contact)

(Email) 

( )

(Signature) Companies whose sponsorship earns them a table will need to, and are encouraged to offer an activity for the public at their booth. Setup for registrants will begin at 8 a.m. Break down of tables will begin no sooner than 1:30 p.m. Supply business cards brochures and coupons with your sponsorship to be included in the gift bag.

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 Appendix

Walk a Mile For Autism

H: Initial Press Release Contact: Heidi Choice, Director of Programs and Outreach at ASCC  phone: (910) 826- 3004 email: [email protected]

FOR IMMEDIATE RELEASE: AUTISM SOCIETY AND SPECIAL OLYPICS OF CUMBERLAND COUNTY HOST 'WALK A MILE FOR AUTISM' FAYETTEVILLE, N.C.- The Autism Society (ASCC) and Special Olympics of Cumberland County, have teamed up to host 'Walk a Mile for Autism', at Reid Ross Classical High School's Daskal Stadium. The event will take place on April 15, from 9 a.m. to 1:30 p.m. 'Walk A Mile for Autism', is the first walk for the Autism Society of Cumberland County. Director  of Programs and Outreach for ASCC, Heidi Choice, hopes the walk w ill help raise awareness about autism. “April is National Autism Awareness Month and we hope the walk will raise awareness, and gain support from the community” said Choice. “At ASCC, we strive to create a communit y where people within the autism spectrum as well as their families receive respect, services, and support based on individual differences, needs and preferences.” All funds raised at the walk will go to support the ASCC. Early registration is $10 until April 9. Registration day of the walk is $15. Children 10 and under  walk for free. To register for the walk, go to www.ascc.com or on facebook.com/asccnc. The Autism Society of Cumberland County is located at 351 Wagoner Drive, Suite 410, Fayetteville, NC. The ASCC is a non- profit incorporated organization for families of individuals with autism spectrum disorder (ASD). ASCC is an affiliate of the Autism Society of North Carolina. The Autism Society of Cumberland County is dedicated to providing support and promoting opportunities which enhance the lives of individuals within the autism spectrum and their families. For more information about the ASCC, visit their website, www.ascc.com.

###

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 Appendix

Walk a Mile For Autism

I: Post Event Press Release

Contact: Heidi Choice, Director of Programs and Outreach at ASCC  phone: (910) 826- 3004 email: [email protected] FOR IMMEDIATE RELEASE: Autism Society of Cumberland County Special Olympics of Cumberland County and UNC Pembroke team up to host 'Walk a Mile for Autism' FAYETTEVILLE, N.C. - Reid Ross Classical School, was filled with families, volunteers and local  businesses on Sunday morning to support the event, 'Walk a Mile for Autism'. “Fayetteville has been waiting for this event,” said Director of Programs and Outreach for the Autism Society Cumberland County, (ASCC) Heidi Choice, “and its impact is evident in the turn out we had.” As early as 8 a.m., crowds of people registered for the event, hosted by the ASCC and Special Olympics of Cumberland County. Working hard behind the scenes were five public relations seniors from UNC Pembroke. The students built the campaign from scratch for the ASCC, and helped raise over $1000 for the organization. The students are enrolled in a capstone course, public relations campaigns. Overseeing the students is public relations professor Dr. Dandan Liu. “As the capstone class of the public relations sequence, PR campaigns is also listed as a service learning course that applies everything learned in previous classes to a real -world situation,” Dr. Liu said. “Students work in teams to serve the local community and reflect on their learning by producing a portfolio and evaluating their   performance.” A requirement for the course is selecting a local non - profit organization as the client. The students chose ASCC because of its dedication and support to both families and individuals in Cumberland County with autism. Student and group member, Matthew Greene said that all of the research compiled regarding autism has been very educational and enlightening. “ I have learned so much about autism from research and working with the ASCC. I found out that autism is more common than childhood cancer, cystic fibrosis and multiple sclerosis combined. The statistics are astonishing and I think our campaign was successful in raising awareness, educating the community about autism and letting the local community know that there is a great support network available,” Greene said. The UNCP students had additional help from local volunteers with setting up, registration and activities. Marcia Greer, was among the first of the volunteers to arrive on Sunday. “The event gave opportunities for parents to meet other parents going through the same thing. I liked to 7

 Appendix

Walk a Mile For Autism

volunteer, but it was more for my son so he could meet other kids with asperger syndrome, because he thinks he's the only one,” Greer said. 'Walk a Mile for Autism,' was the first ever walk event for the ASCC and Special Olympics of Cumberland County. The event was expected to draw a small crowd, but quickly grew to an estimated 100+ bodies, volunteers included, in just over an hour. Local businesses also came out to support the event. Sponsoring the event were the Renaissance European Day Spa, Old Navy, AC Moore, Rockin' Sweet Treats, Buffalo Wild Wings, Trydent Security, Omni Fitness, The Climbing Place, PWC, Crazy Ink and Stitches, Givens Performing Arts Center, and the Spa and Wellness Center. “April is National Autism Awareness Month and we hoped the walk would raise awareness and gain support from the local community, and it did” said Heidi Choice. “At ASCC, we strive to cr eate a community where people within the autism spectrum as well as their families receive respect, services and support based on individual differences, needs and preferences.” Local Program Coordinator of Special Olympics of Cumberland County, Jamie Scruggins said that there are significant ties between people with the autism spectrum and Special Olympic athletes. “Nearly 50 percent of Special Olympic athletes fall into the category of a autism spectrum disorder,” Scruggins said. According to the Centers for Disease Control and Prevention, (CDC) from 2002 to 2006, autism spectrum disorder increased by 60 percent in North Carolina. The Autism Society estimates that the lifetime cost of caring for a child with autism ranges from $3.5 million to $5 million. The Autism Society of Cumberland County is located at 351 Wagoner Drive, Suite 410, Fayetteville, N.C. The ASCC is a non- profit incorporated organization for families of individuals with autism spectrum disorder (ASD). As an affiliate of the Autism Society of North Carolina and a non - profit incorporated organization, the ASCC is dedicated to providing support and promoting opportunities which enhance the lives of  individuals within the autism spectrum and their families.

For more information about the ASCC, visit their website, www.autismcc.org . ###

8

 Appendix

Walk a Mile For Autism

J: Post Event Coverage from Fayetteville Observer

9

 Appendix

Walk a Mile For Autism

K: Script for Cold Calling Sponsors and Donors Hi, Hello, My name is (NAME), and I’m calling on behalf of the Autism Society of Cumberland County. May I speak with who whoever is in charge of your sales and marketing?



if your contact is N/Availableo o

-ask, “is there a better time or number where they can be reached? -if the contact is someone outside of the store/office; ie. a regional-director, get a name and number, then call. -after 2 missed calls, leave a voice-mail, search the web; Google search, linkedin; send the sample-email and follow-up the next day. (see sample voicemail below) do not leave a second voicemail.



if you get through, use your contacts name and explain why they are being called by someone not with the ASCC

(Name), I am part of a team of Public Relations students from the University of North Carolina at Pembroke; we are volunteering our services to the Autism Society of Cumberland County. It is our goal to spread awareness during April’s National Autism Awareness month. To do this the ASCC has formed a partnership with the Special Olympics; to hold their first ever Walk for Autism. If you have a few minutes, I could quickly tell you about promotions for this event and sponsor incentives. 

If no, o

Ask, “Is this is a bad time, should I call back later”, or “may I just email you our Sponsorship packet for review”.



o

If so, ask, when and how should you follow up; Email, or phone?

o

-Get the date for the follow up and save it with the contact name, email, and number.

If yes,

Great!. All sponsors will benefit from web-listings and all event day signage, posters, and T-Shirts. Web-listings or, Online-promotions, for the event begin at the Autism Society -website and registration-page, which will then link to the Autism Society Facebook and event-pages; all of which will be highlighted with sponsor names and logos. Other online resources are community event calendars for Fayetteville & Cumberland County, Q98 Radio, and more to come. The event will have one Title sponsor, who we will name the Walk after. Both the Title and Platinum sponsors will receive a table reserved in their name and a speaking opportunity the day of the event. Platinum and Title package sponsors will share another incentive with the Gold Package sponsors. Each of these 3 packages allows the sponsor 10

 Appendix

Walk a Mile For Autism

into our event gift-bag. Each sponsor will be allowed one brochure, discount coupon, etc. to be given away to contestants. The minimum Silver Package is asking for a contribution of $50-249 dollars, $250 -499 for the Gold Package, a minimum of $500 for Platinum Package, and $3000 for the Title Sponsor. The walk will be held Sunday April 15 th, and we would like to see, (name of business), be listed as one of the first sponsors making this an annual event for Autism and Cumberland County. Can I pencil you in for a package until the RSVP date March 22 nd? I can send you our sponsorship packet to sign and return. May I have your email?

o

If they cannot remit payment by the 22 nd (most offices will need 30 days to cut a check), we will accept their confirmation sheet as receipt for their sponsorship package. All checks or cash needs to be received by the 6th of April. Payment information will be included in the email and sponsorship packet.

-Voice-mail Hi (NAME), my name is (YOUR NAME) with the Mass Communications Department at UNCP, I’m calling on behalf of 

the Autism Society of Cumberland County. Our student group is preparing a campaign for National Autism Awareness month, this April. We would very much like to highlight your business in the upcoming event,’ Walk a Mile for Autism ’. This is a first time event for the Autism Society and will be co-hosted by the Special Olympics of Cumberland County. I will be forwarding to your office a sponsorship packet and event invitation. Please respond ASAP as this is a first time event and premium sponsorship will be sold first come first serve. I look forward to telling you more about our promotion of this event and hope to see you there. The best time to reach me will be.., my number is .., the number again.., I look forward to speaking, have a good day.

11

 Appendix

Walk a Mile For Autism

L: Social Media posts for Buffalo Wild Wings Dinner-Voucher & a post-event Fayetteville Observer Release

M: Social Media posts for Volunteers.org, Old Navy Promotion, and re-post of the Fayetteville Observer ‘Need to Know’ column

12

 Appendix

Walk a Mile For Autism

N: Post of community-calendar share & photo album of 1 st Old Navy Promotion

O: Re-posting of press-release coverage via Cityview magazine, reposting of the ASCC-page post, & reposting of early “Scribd” document

13

 Appendix

Walk a Mile For Autism

P: Early-Registration form posted to “Scribd” (available through email, social-media event posts, & Google-SEO. The document received 19 “likes” from Facebook, and was downloaded a total of 8 times)

Q: Analytics page from “Scribd” charted the document views and shares

14

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