Alzheimer’s Association Public Relations Plan



Alzheimer’s Association Public Relations PlanJune 182012By Melissa Ohlemiller, Jessica Roethel and Amy FinkeTable of ContentsExecutive Summary3Analyzing the Situations3Internal Environment……………………………………………………………………………………………………..6Public perception……………………………………………………………………………………………………………7SWOT Analysis8PEST Analysis………………………………………………………………………………………………………………..11Competito Analysis….…………………………………………………………………………………………………..12Analyzing the Publics14Goal and Objectives17Formulating Action and Response Strategies18Message StrategyTactics19Campaign Schedule22Budget26Evaluation28References30Executive SummaryThe Alzheimer’s Association is the leading non-profit health organization in Alzheimer’s care and support. ?Their mission is to eliminate Alzheimer’s disease through advancement of research; to provide and enhance care and support for all affected; and to reduce the risk of dementia through the promotion of brain health. ?Alzheimer’s is the sixth-leading cause of death in the country and the only cause of death among the top 10 in the United States that cannot be prevented, cured or even slowed. In Indiana alone there are 120,000 individuals suffering from Alzheimer’s. The Alzheimer’s Association works on a national and local level providing services in each community.The organization started as the Alzheimer’s Association and Related Disorders Association was established by community hospitals in 1982. The chapter affiliated with the National Association in 1988, becoming the Alzheimer’s Association-Central Indiana Chapter. ?Meanwhile they merged with the South Central Indiana Chapter which included 14 counties, and also the Fort Wayne Alzheimer’s Support Groups. The Association now serves 73 counties in Indiana, led by a volunteer directory staff of 24 and over 550 volunteers.The Alzheimer’s Association-Central Indiana Chapter provides a variety of services including support groups, education programs, and professional training. All programs and services are made possible through contributions from individuals, corporations and foundations. St Vincent Hospital is the major sponsor for this chapter, Anthem and Sourwine as patron sponsors, and also various other local businesses contributed.Our goals for this campaign are to increase coverage in the media, expand social media networks, and increase awareness and attendance for the annual walk. Various tactics will be used to inform the publics of the ongoing fight against Alzheimer’s to achieve measurable results for goals.Analyzing the SituationThe Alzheimer’s Association faces an opportunity as well as an obstacle. The Alzheimer’s Association has an opportunity to use its strong messaging and brand foundation to reach more donors and volunteers. This organization strives to not only have enough funding for their support group programs but, in addition towards research to put an end to the disease. According to Joanna Rosenthal Communication Director of the Alzheimer’s Association, the problem is that not enough people know that the organization exists and the services they can provide.The Alzheimer’s Organization, which is staffed by 24 employees, is a non-profit and relies solely on funding from grants, individual donors and fundraising events. ??In 2011 alone, there were 72,296 individuals provided with services such as the support groups, the information and referral, care consultation and education programs. Most of their expenditures in 2011 were spent in program services at $1,564,994. Payments for care are estimates at $200 billion in the United States in 2012. ?An average person Medicare payment for a patient with Alzheimer’s or Dementia is nearly three times higher than those without this condition.Most of the Alzheimer’s financial support comes from the fundraising events they hold which, almost covers the amount they spend on programs each year. One event that provides significant funding is their annual “Memory Walk” which provides them with nearly sixty percent of the chapter’s revenue. ?In 2011, more than 7,000 individuals participated in the 12 walks nationally and raised over $1.2 million. ?In Indiana alone, there were 9 thousand participants and the walk in 2011 raised close to $1 million. Other events that are done specifically in Indiana are the Blonde Vs. Brunettes powder-puff football game which was brand new in 2011 and raised $15,000 and Alzstars which is a group of 29 individuals who train together and finished the OneAmerica 500 Festival Mini- Marathon and raised $13,000 dollars. They need to increase volunteers in order to help spread the word about the foundation and about the events which, is where utilizing a street team to pass out materials around locations around the city would be beneficial for them.This organization does a great deal with education and needs help promoting their speaker’s bureau as well as getting stories placed in the news media. This non-profit also provides emotional support to those that suffer from the disease as well as to the care-givers. Some of the services the organization provide are group support for family members and those that suffer from Alzheimer’s, educational programs, research and multilingual information. This is s where the help of the media and social media would help a great deal. They need to promote and keep their publics informed of what is going on with the organization. The only way to do that is to interact and build more of a relationship with the public. In general, this organization needs help with their communication development.One recent development would be a great focus for this campaign. In January 2011, the National Alzheimer’s Project Act was enacted into federal law by Senator Evan Bayh. NAPA is a strategic plan to combat Alzheimer’s disease on a nationally recognized level. In Indiana there is a task force that was created by Mitch Daniels and this group will deal with but, is not limited to diagnostic services, early-stage and early-onset strategies, research, quality of care, workplace development, coverage of long term care services, and public safety and law enforcement issues. This recent development would shed new light on the subject in the community and help to further spread their message. The national research plan is under construction but, this is a piece of news that could be used with the media and social media. When the plan is finished, the Alzheimer’s Association will be one step close to getting the Government to Fund a National Research Program which would help to get all of the researchers on the same page.Internal EnvironmentNicheIndiana Alzheimer’s Association is the leading voice for those that are in need of support and suffering from dementia and Alzheimer’s. They not only provide support for patients but, caregivers, medical professionals, researchers and families of those that are affected by the disease.Attitude of the OrganizationThis organization is a tool for the community and an open book as far as sharing information. Their staff is well- informed and a great representation of what a communications department should be in any organization.Ethical base- This organization values their clients and the families. Everyone is treated with dignity and respect and the support they deserve.Public PerceptionVisibilityEasily visible on Google- top website to come up under searching for Alzheimer’s.Have Facebook and TwitterDo not have a Blog pageDo not have a YouTube channelReputationThere are currently 846 people are fans on Facebook and 16,003 followers on TwitterHave the support of Evan Bayh and Indiana Governor Mitch Daniels as well as Indiana Congressman Andre CarsonThe Alzheimer’s Association has been recognized in 2011 and 2012 as the top large non-profit to work for and the number five in the top 50 non-profits overall by The NonProfit Times.SWOT AnalysisIn order to have a thorough understanding of Indy Humane, a Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis was performed. The analysis gives a baseline of where the organization stands and what needs to be worked on to be more successful.StrengthsSome of the strengths of the organization include its reputation in Indianapolis, its committed staff and the goods and services it provides to the public. Alzheimer’s association has a group of 550 volunteers and committed staff that help with fundraising, events, the help-line group meetings and educational events.Another strength for this organization is the services they provide and how they target and build relationships with the many target audiences this organization has. The Indiana Alzheimer’s association provides services to those that are affected by Alzheimer’s and dementia such as support groups, the help-line, educational resources, research and fundraising for medical research. ?The organization has a good reputation and is backed by the Governor of Indianapolis, Mitch Daniels.The Alzheimer’s Association has a very detailed website that is extremely user friendly and appeals to all of their various target audiences such as the caregivers, the families, the doctors, the volunteers and those who are just seeking more information. ?This organization is unique in that it tries to help with the emotional burden that is brought on by this disease by providing the support and tools needed.WeaknessesIn meeting with the communication director of Alzheimer’s Association, she expressed that many individuals don’t know that the organization exists so, the organization needs more recognition. There is a lot of room to build relationships with public and really demonstrate what the organization stands for and the services they offer.One communication weakness they have is the fact that the organization does not utilize social media. Social media is a great way to communicate to the locals and let them know about the various events going on with the organization as well, as to develop more relationships with the community at a faster pace. ?This method is cost effective and would broaden their market significantly if used often enough.The other communication obstacle they have is making sure the public knows that their annual walk is a fundraising event and not just an event to participate in. Their communication with the public in the next few months needs to heavily emphasize on fundraising and creating competition surrounding the walk.OpportunitiesDonors respond well to storytelling and heart-felt videos. This organization has a lot of great stories that haven’t been told with a prominent media source. They tell heart-felt stories at their events but they don’t have a “YouTube” channel and they don’t post videos on their social media. More stories being told will be the perfect way to have the public identify with this organization and want to get involved.The Alzheimer’s Association is doing a better job with getting mentioned in the media but, could be capitalizing on more opportunities with different publications and more frequently.Threats One threat is the blackout period which is enforced by the United Way. The United Way does not want any organization to fundraise from September first until November 13th. The Alzheimer’s Association has to be aware of that and plan their fundraising activities accordingly.Economically there is the fact that the general population is less likely to donate to non-profits because, the economy is not great. The Alzheimer’s association needs to show the need for their services and what they can do for potential donors and their future of their families.PEST AnalysisPolitical- Uniform adult guardianship was addressed in House Bill 1055 and signed into action by Gov. Mitch Daniels effective 7/1/2011-Mitch Daniels re-commissioned the Governor’s Task Force on Alzheimer’s disease and they will be responsible for creating a Alzheimer’s Disease state plan.-House Bill 1001 maintained CHOICE funding at $48.8 million per year and did not limit mental health drugs under Medicaid-Senate Bill 331 provides several Medicaid eligibility look back provisions-Senate Bill 461 has health care reform provisions-Senate Bill 363 insured background checks for health care professionalsEconomic-Although Americans aged 65 and older have a higher economic status than the previous generation they still average a lower income than the younger generations and may face challenges affording healthcare-High unemployment rates equal decreased donation dollars and can result in cuts in fundingSocial-Impact of ‘baby boomers” (One in 8 Americans aged 65 or older has Alzheimer’s)-Lifestyle factors that can increase risk of Alzheimer’s are smoking, depression, high blood pressure, obesity and lack of exercise. It is estimated that over one million cases worldwide could be prevented by curbing these risk factors.Technological-Innovation in imaging technology including CT and PET scans and also the recent development of automated, highly reproducible volumetric imaging methods.-Protein purification techniques and also gene sequencing are petitor AnalysisAlzheimer’s & Dementia of Northern Indiana is a competitor to the Alzheimer’s Association- Indiana Chapter for the overall services they provide. Alzheimer's Services of Northern Indiana is a not-for-profit, charitable, tax-exempt organization dedicated to family support, education, advocacy, and research into Alzheimer's disease and other related dementias. Although the Alzheimer’s Association – Indiana Chapter serves over 73 counties here in Indiana, the Alzheimer’s & Dementia of Northern Indiana only serves 11 counties. The Alzheimer’s & Dementia of Northern Indiana are, however, associated with a larger organization fighting against dementia and Alzheimer’s, known as the Alzheimer’s Foundation of America (AFA). AFA helps extends the reach in audience for the Alzheimer’s & Dementia of Northern Indiana in that it unites more than 1,600 member organizations nationwide.???????Services provided by the Alzheimer’s & Dementia of Northern Indiana includes toll-free support line for emotional support, disease information, care giving tips and support, and referral to local community services. This also includes the AFA’s Care Connection program where free, weekly telephone support network offering caregivers disease coaching, support, and national speakers. They offer support groups for the caregivers and persons in early stages of dementia, focusing on support and education. They offer a free monthly class that provides information and education regarding various aspects of Alzheimer's disease and dementia, along with a care connection program where meetings take place one-on-one with families to provide assessments, education, help with problem-solving and linkage to appropriate community services. Workshops, seminars and speakers’ bureaus provide and discuss topics such as disease orientation, care giving skills, and coping strategies.The Alzheimer’s & Dementia of Northern Indiana also provide scholarships through AFA. One grant is up to $1,000 to families who are in need of respite services, and the Sadie Mager Emergency grant provides a one-time grant of $500 for respite services. All this information can be found through their website, newsletter, lending library (which includes books, DVDs, pamphlets) and AFA’s Care ADvantage, a free quarterly magazine for caregivers of people with Alzheimer's and related illnesses. They also provide full-service days offering structured activities, socialization, health monitoring, and safe and secure surroundings for physically or cognitively-impaired older adults during the daytime. Although the Alzheimer’s & Dementia of Northern Indiana doesn’t have any specific events, their associate AFA has annual events to raise awareness, which includes the foundation's National Memory Screening Day and the National Commemorative Candle Lighting, both of which are held in November. The AFA Quilt to Remember is the nation's first dementia-related quilt that will continually grow in size and travel the country to pay tribute to those affected by Alzheimer's disease.???????Other competitors to the Alzheimer’s Association include any organization that deals with other health-related issues, such as cancer, cardiovascular disease, or stroke. One major competitor is the Susan G. Komen for the Cure of Central Indiana. Susan G. Komen serves 21 counties in which it provides education, screenings, treatment assistance, and survivor support. They also hold the largest single-day fundraising event in Indiana. In 2011, there were nearly 38,000 race participants and 100 corporations came together to raise $2.6 million .Another competitor related to health is the American Heart Association. They to provide for the Indianapolis area CPR & first aid training, education materials, support, research, and the Indiana Heart Walk. Just like the Alzheimer’s Association, they too are looking for support from future and current donors and volunteers. Another competitor is the American Cancer Society is nationwide, community-based, voluntary health organization that is dedicated to eliminating cancer by prevention, research, education, advocacy and care. This organization helps with patient support and encourages people to lead healthier lifestyles with education. Analyzing the PublicsDonorsCurrent donors must be informed as to how their contributions are helping and the goals they are helping to achieve. By showing the progress the association is making due to their contributions it encourages them to continue doing so in the future.Past donorsThe Alzheimer’s Association need to find out why former donors quit contributing and what they can do to gain back their support. It is also important to show them the advances being made and how their contributions would benefit the organization.ResearchersResearchers are a fundamental part of the organization as they receive the grants and inform the association of the medical information. They share their research and work together to find the causes and a cure for Alzheimer’s disease, so it is important to keep them informed of the ongoing changes and news in the organization.Print and news mediaThe print and news media will help Indiana Alzheimer’s Association to promote their organization and spread awareness of their cause. The media in this case would be a great outlet to put events on community calendars and to send press releases to. The media is also a great way to direct attention to a specific family that has used the Indiana Alzheimer's Associations services directly. They currently get coverage by channel 8 news in Indianapolis, but should expand to other local stations and newspapers.Volunteers Volunteers are the individuals who contribute to the Alzheimer’s Association by donating their time to the organization. ?Volunteer’s duties include advocacy, clerical work, and fundraising, helping with health fairs, the helpline, special events, and the speaker’s bureau and with support group facilitating. The organization currently has 550 active volunteers.CaregiversCaregivers are those who work with Alzheimer’s or dementia related patients who may or may not be well informed. Unlike professional caregivers, family-related caregivers are important to the organization because they are less informed of the illness. The Alzheimer’s Association-Indiana Chapter will help inform these family-related caregivers become more knowledgeable about the illness. Both professional and family-related caregivers will need to know the different ways of how to handle patients, such as planning activities or assisting them with their daily routine, which will be beneficial to the caregiver. It’s important for the caregiver to learn how to handle the many behaviors of Alzheimer’s or dementia related patients. Lastly, caregivers need a way to cope with the daily stresses they face when caretaking.ChildrenChildren are those people within the organization who may not know what Alzheimer’s or dementia is. They are important to inform because of their lack of knowledge of what Alzheimer’s and dementia is. It’s also important because children need to learn how to cope and handle loved ones who may suffer from Alzheimer’s or dementia. Children also need to be informed about their family history with the disease. From knowing their family history, they may be able to watch out for any signs of the illness, or perhaps even postpone it later in life.Medical professional’sMedical researchers are important to the organization because they are the ones diagnosing patients with Alzheimer’s and/or dementia. They have to learn which physical and functional changes are normal with aging and which are causes for concern. They also run diagnostic tests that should be performed, along with giving their patient the option of enrolling in a clinical trial that may improve his or her cognitive function. Lastly, medical professionals need to have tips for a management strategy and learn about medical and nonmedical options for addressing cognitive and behavioral symptoms.Goals and ObjectivesGoal: To increase public exposure of organizational objectives.Objectives1) ?????To increase the positive coverage of Alzheimer’s Association by the local media, specifically to have 15 news mentions from news outlets.2) ??????To increase the use of social media, specifically to increase the number of Facebook fans by 150 in a year from the campaign launch.3) ?????To increase the use of social media, specifically to increase the number of Twitter 75 followers in a year from the campaign launchGoal: To increase public support of organizational objectives.Objective1) ??????To increase the number of residents of Central Indiana that have heard of the Alzheimer’s Association and are familiar with all of its services, specifically to increase by 10 % within one year of the campaign launchGoal: To increase public attendance at the Annual Walk through utilization of street teams by placing materials in various businesses around Central Indiana.Objectives1) To increase the attendance at the Annual Walk by 10% compared to 2011 or 900 people total.2) ?????To increase the number of registrants through utilization of Street Teams; enroll 15 volunteers by the end of AugustMessage StrategyThe Alzheimer’s Association message strategy will play off emotions in order to convince future donors and volunteers in investing both their time and money into the organization. With public speaking events, the association will connect to those volunteers and donors by using personal testimonies from those that have dealt with dementia or Alzheimer’s within their family, as well as those who have used the organization’s services. An example of this would be to have a son or daughter with a parent suffering from Alzheimer’s or dementia come in and talk about the struggles of the disease, and how the organization has helped. Testimonies like this will play a key role in grabbing the hearts of those who can and can’t relate to dementia or Alzheimer’s disease by showing how much the organization genuinely cares.???????The organization also needs to be clear to the public about what they want to achieve, which is a world without Alzheimer’s. In doing so, the organization provides the public of free support, education and training, and advocacy in enhancing research. Creating videos, which will include both personal testimonies and staff from the organization, will be used on social media websites about the organization that will allow the public to get a better understanding of the organization’s services. Within the video it will explain both the benefits of volunteering and donating to the organization.???????Another aspect the organization needs to emphasize on is fundraising. Street teams should be wearing shirts with the Alzheimer’s Association name and logo on them, or purple shirts representing the organization’s color. The street teams will emphasize heavily on the Walk to End Alzheimer’s since this is the organization’s biggest fundraising event.???????As for visual support, the communications should always incorporate the logo of the Alzheimer’s Association in everything they do. During media events, speakers should be wearing purple shirts as well, which is the color used to represent the Alzheimer’s Association.TacticsInterpersonal tacticInterpersonal communication tactics are fundamental to the Alzheimer’s association and in developing relationships with the public. To increase the public support and to form a better connection with the media, an on-site tour would be utilized to invite the media in and public. This on-site tour would highlight the attributes of the organization and allow for the organization to really put a face with their name and staff. This tactic will also be posted on anizational MediaStreet teams will be utilized to spread materials to the various businesses around Central Indiana about the Annual Walk. The materials being left behind will include mail-in registration forms for the walk, donation boxes, and posters. The volunteers will have the opportunity to volunteer for the street teams in July. The street team announcement will be posted on Twitter, Facebook, and e-mailed to all the current volunteer list as well as announced at all of the upcoming volunteer functions. The street team will be an opportunity to not only engage the public and encourage them to attend the walk but, also to work with the volunteers and involve them with spreading the organization’s message.Social media such as Facebook, Blog, Twitter, and YouTube will be used to increase general exposure to the Alzheimer’s association. ?This will create a prominent online presence. Facebook will have staff features, videos of events, daily health tips about prevention of Alzheimer’s and link to monthly blog. ?Facebook could be used to also challenge the public to participate in challenges such as wearing purple during the “World Alzheimer’s Month”. Facebook and YouTube will also post informative videos that will be work for a variety of audiences. They even have a book that could be read aloud as a video for children that don’t understand what Alzheimer’s is. Twitter will provide articles related to the latest development in Alzheimer’s research and any other local articles about the organization. The use of a YouTube channel will be a good opportunity to develop the emotional relationship with the public. The public reading about families is one thing but, even more of an emotional connection happens when individuals get to tell their story on video. The channel would also be a great way to interview the staff of the Alzheimer’s Association and show footage of the events. ?Blogs would be a great way to utilize the idea of the experience through the client. The organization could get a solid list of clients that would be willing to discuss their experiences through their eyes. This would give the organization a new voice and would also save the communication director time because, the client would write freely at least once a month on their own time. The blog would be connected through Facebook as well as Twitter.A monthly e-newsletters will be another tactic and will have the most current update to information going on with the organization. There will be one main topic for each month to capture the interest of the subscribers. Having a human piece story about a local family dealing with the daily struggle of Alzheimer’s maintains interest in the organization and shows success in our mission. Along with the main topic the newsletter, will include news and upcoming events throughout the organization, as well as contact information for general inquiries. This will also be a great opportunity to give the public up to date information on the National Research Plan that is being put together.News mediaThe news media will be contacted after having the media list updated for e-mail and twitter accounts. The organization will work with the support groups and internally with staff members to see if any of the clients are willing to tell their personal story and try to find any newsworthy information. The goal is to pitch a story the media at least twice a month to ensure that the organization is consistently in the public eye.Campaign ScheduleJanuary1st: Begin blogging entries3rd: Pitch stories to local media5th: Create YouTube video to gain social media fans 15th: Send out monthly e-newsletter24th: Pitch stories to local mediaDaily: Update social media outlets (Facebook and Twitter)February1st:Blog entry #23rd: Pitch stories to local media15th: Send out monthly e-newsletter24th: Pitch stories to local mediaDaily: Update social media outlets (Facebook and Twitter)March1st: Blog entry #33rd: Pitch stories to local media15th: Send out monthly e-newsletter24th: Pitch stories to local media30th: Quarterly progress reportDaily: Update social media outlets (Facebook and Twitter)April1st: Blog entry #43rd: Pitch stories to local media7th-May 7: ?Site tour the media- contacting media and preparations15th: Send out monthly e-newsletter15th -18th: Submit news fact sheets21st-28th: Issue media kits24th: Pitch stories to local mediaDaily: Update social media outlets (Facebook and Twitter)May1st: Blog entry #53rd: Pitch stories to local media15th: Send out monthly e-newsletters24th: Pitch stories to local mediaDaily: Update social media outlets (Facebook and Twitter)June1st; blog entry #63rd: Pitch stories to local media5th: Create new YouTube video promoting walk15th: Send out monthly e-newsletters24th: Pitch stories to local media30th: Quarterly progress reportDaily: Update social media outlets (Facebook and Twitter)July1st: Blog entry #73rd: Pitch news stories to local media2nd:Start organizing street teams15th: Send out monthly e-newsletters24th: Pitch news stories to local mediaDaily: Update social media outlets (Facebook and Twitter)AugustBlog entry #83rd:Pitch stories to local media6th-20th: Street teams get all material out15th: Send out monthly e-newsletter24th: Pitch news stories to local mediaDaily: Update social media outlets (Facebook and Twitter)September1st: Blog entry #93rd: Pitch stories to local media7th:YouTube video for World Alzheimer’s month15th: Send out monthly e-newsletter24th: Pitch news stories to local media30th: Quarterly progress reportDaily: Update social media outlets (Facebook and Twitter)- with more of a focus each day on ways to involve the public with World Alzheimer’s month.October1st: blog entry # 103rd: Pitch stories to local news media-reminders for walk14th: Attend walk15th: Send out monthly e-newsletter and thank participants24th: Pitch stories to local news mediaDaily: Update social media outlets (Facebook and Twitter)November1st: Blog entry #112nd: Special edition newsletter for Alzheimer’s Awareness ?Month3rd: Pitch stories to local news media5th: Youtube video for Alzheimer’s Awareness Month10th: Pitch extra stories for Alzheimer’s awareness15th: Send out monthly e-newsletter24th: Pitch stories to local news mediaDaily: Update social media outlets (Facebook and Twitter)December1st: Blog entry #123rd: Pitch stories to local news media15th: Send out monthly e-newsletter24th: Pitch stories to local news media30th: Quarterly/ year progress reportDaily: Update social ?media outlets (Facebook and Twitter)BudgetThe budget for the year will total to $31,000 for all of the advertising, print, planning development and video expertise. All of the costs for the annual walk advertising were found from the Alzheimer’s Association budget. The print of the registration forms, the posters and the use of the videographer was money that was donated from board member Eric Easter who is the owner of Kittles and a long time supporter of the organization. He was happy to help in our efforts to keep this campaign paper-less as possible.TacticDescriptionCostPress kitOnline0Brochures- registration forms5,000 pieces- full colorPrinting cost: $504Fact Sheets Posters2,500- full colorPrinting cost:$249Press release0Pitch Letters0Social media0Site tours0Plan Development$100/hr – 21 hoursPR monthly retainer fee$750 x12=$9000Media List Subscriptions$1000Production sample costsVideo production$1000Photography MembershipOne year$2000BillboardsAnnual Walk Advertising$8900TV advertisingAnnual Walk$10,000Print advertisingAnnual Walk$4,500Total amount spent: $39,253EvaluationIn order to get an accurate idea of the public support in Indiana, before the campaign starts, the organization will need to conduct a baseline survey of residents of Indiana, asking the volunteers to send out a online survey to their contact (sent out to at least 400 people) with permission asking three questions:Have you heard of the organizationIf yes, what do they do?What is your zip code?A quarterly survey will be done to see the progress from the baseline findings.A before- and- after study would make the most sense for this plan because, the plan has measurable objectives. The idea of a before-and- after study is to observe and measure a public, expose the public to the tactics and measure the public again (Smith, 2009).The quarter evaluations will measure the following:ObjectivesTo increase the positive coverage of Alzheimer’s Association by the local media, specifically to have 15 news mentions from news outlets.To increase the use of social media, specifically to increase the number of Facebook fans by 150 in a year from the campaign launch.To increase the use of social media, specifically to increase the number of Twitter 75 followers in a year from the campaign launchTo increase the number of residents of Central Indiana that have heard of the Alzheimer’s Association and are familiar with all of its services, specifically to increase by 10 % within one year of the campaign launch.The following objectives will not be evaluated quarterly but at the time of the Annual Walk in October 2012:1) To increase the attendance at the Annual Walk by 10% compared to 2011 or 900 people total.2) ?????To increase the number of registrants through utilization of Street Teams; enroll 15 volunteers by the end of AugustWorks CitedAlzheimers Association- Greater Indianapolis Chapter. Retrieved May 27, 2012from indianaAlzheimers and Dementia Services. Retrieved June 16, 2012 from ’s Foundation of America. Retrived June 16, 2012 from Cancer Society. Retrieved June 16,2012 from Heart Association. Retrieved June 16, 2012 from HYPERLINK "" with Alzheimers in Daily Life. Retrieved June 9, 2012 from alzheimers/guide/coping-daily-lifeSmith, R.D. (2009). Strategic planning for public relations.(3rd ed.). New York: RoutledgeSusan G. Komen for the Cure. Retieved June 16, 2012 from ................
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