achmi campaign
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ACHMI CampaignTRANSCRIPT
“Better Together”
Kelsey ChandlerHillary GibbsAmy Hardy
Ragan Helms
November 19, 2009
Table of Contents
Executive Summary 3
Introduction 6
Research 7
Planning 10
Implementation 14
Events 15
Press Releases 39
Videos 43
Becoming an Official Club 46
Blogs 53
Radio Broadcasts 55
Brochure 63
Cups 64
T-shirts 65
Fliers 68
Fact Sheet 71
E-card 73
Internship Program 75
Partnerships 77
Pitch Letter 82
Evaluation 84
Appendix A: Client Analysis 86
Appendix B: Survey 91
Appendix C: Focus Group 96
Appendix D: Contingency Plan 100
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Executive Summary
As a senior capstone project, our campaign team composed of public relations students, Kelsey
Chandler, Hillary Gibbs, Amy Hardy and Ragan Helms, was given the task of creating a public
relations and marketing campaign to assist the non-profit organization, Alabama Community
Healthy Marriage Initiative (ACHMI). Overall, we were faced with the task to assist this
organization in achieving multiple goals, but concentrating on getting citizens of Alabama more
involved with this organization and taking advantage of its free relationship education
services.
ACHMI is an applied research project and a collaboration of the Auburn University Department
of Human Development and Family Studies, the Alabama Children's Trust Fund, the Alabama
Cooperative Extension System, the Montgomery Chapter of 100 Black Men and a network of
community-based agencies. Made possible by an $8.5 million federally funded grant, ACHMI
serves as a model to those states that choose to adopt this initiative in the future. ACHMI has
been in service for three years and will continue to operate for two more years since it was given
a five-year grant.
ACHMI exists to help promote and establish healthy relationships and marriages among couples
throughout the state of Alabama. In order to attain healthy relationships and marriages, ACHMI
provides resources and educational programs for the youth and adults in Alabama. These
resources and programs teach couples or individuals the skills and knowledge that are necessary
to form stable and positive relationships.
Over the past three years, many traditional and non-traditional forms of public relations have
been used for branding ACHMI across the state of Alabama. Some examples include, but are not
limited to, a statewide campaign, statewide billboard campaign through LAMAR, ACHMI
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representatives appearing on local television shows, creating an informative Web site, blog,
newsletters, news releases, advertisements in bridal magazines, creating a teen advisory board
and slowly implementing forms of social media such as Twitter and Facebook.
Although these public relations efforts have been beneficial according to ACHMI
representatives, ACHMI has asked our campaign group to design a campaign that focuses on
creative public relations tactics including social media to gain attendance to ACHMI's free
relationship education courses which are held in the following cities: Dothan, Valley, Gadsden,
Brewton, Decatur, Sylacauga, Tuscaloosa and Montgomery. ACHMI also wanted our campaign
team to focus on informing the public and getting them involved in this organization by notifying
all Alabama citizens that relationship and marriage counseling is needed.
After assessing ACHMI's goals that they would like our group to accomplish, we began
brainstorming and came up with some tactics that ACHMI has not used in the past to reach its
audience, which are couples who live in Alabama that are in relationships, engaged or married.
We also assessed the tactics that ACHMI has used in the past and further modified them to meet
our needs of accomplishing ACHMI's current goal they set before us.
To briefly highlight some new tactics that we would like ACHMI to implement after the
presentation of our campaign, we will begin by introducing the videos that we have created that
feature couples in relationships and marriages. In these videos the couples answer questions
about their partners, ultimately testing how well they know each other. We would like these
edited videos that we have created to be posted to ACHMI's official Web site, Facebook fan
page, blog and any other outlet that they see fit. Through these videos we hope to entertain
ACHMI's audience while informing the public of the resources that ACHMI provides for the
youth and adults in relationships or marriages in the state of Alabama.
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Another tactic that we would like ACHMI to implement is becoming an official organization on
Auburn University's campus as well as an organization on college and university campuses near
the other eight family resource centers. We researched the process of becoming a student
organization on campus and fulfilled the requirements such as creating a set of organization
bylaws and a constitution. The materials for becoming an official organization are included in
this packet as well as other tactics and ideas that we think will benefit ACHMI by accruing more
citizens of Alabama to become more involved with ACHMI and take advantage of the resources
and knowledge that is available to them.
Through our efforts and ideas found within this campaign and ACHMI's efforts, we hope that
ACHMI ultimately can remind commissioners and public officials over the next two years that
ACMHI's resources to the citizens of Alabama have made a difference. By reminding these
officials of ACHMI's positive effect on relationships and marriages, we hope along with ACHMI
that these free relationship education classes will be able to continue after the funds have been
depleted.
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Introduction
When it came time to design our campaign plan and develop creative ideas, it was important to
our group that there was an overall theme that could tie everything together. Our group decided
to base all creative endeavors on the idea of “Better together.” No matter what kind of
relationship one is involved in, educating yourself on healthy relationship habits will make any
couple “Better Together.” It is our belief that this universal theme is one that fits our campaign
as well as the intended ideals and messages of ACHMI.
It was important to our group that certain ideas and efforts were placed in the forefront. For
starters, it was important to create a campaign centered on spreading the work and reputation of
ACHMI and all of the positive aspects that it has brought to Alabama in its first three years as an
organization. It was also a priority of ours to make sure that the public knows that ACHMI is for
all relationships, not just marriages. Our idea process was designed around bringing couples
together with each other as well as ACHMI. We did this through the development of events that
promote couples and families to spend more time together. Furthermore, created events and
advertising efforts were designed with the idea of partnering ACHMI with corporations and local
businesses making different parts of the community “Better Together.”
The budget that we had to work with was also a vital factor to be considered in the institution of
all new ideas. ACHMI allotted our campaign team a gracious $50,000 for public relation tactics,
but we still strived to use as little money as possible. The budget was kept in mind with all events
and materials created and gathered. We not only tried to keep costs to a minimum, but suggested
other ways of saving money such as joint sponsorships with local businesses. Our campaign will
successfully represent ACHMI and help it to further educate couples of Alabama.
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Research
The Alabama Community Healthy Marriage Initiative (ACHMI) is an applied research project
and a collaboration of the Auburn University Department of Human Development and Family
Studies, The Alabama Children’s Trust Fund, The Alabama Cooperative Extension System, The
Montgomery Chapter of the 100 Black Men and a network of community-based agencies.
ACHMI was made possible by an $8.5 million federally funded grant, which is the largest grant
that has been awarded to a College of Human Development and Studies in the country.
ACHMI serves as a model to those states that choose to adopt this initiative in the future.
ACHMI has been in service for three years and will continue to operate for two more years.
Through ACHMI’s efforts, their hopes are that those who are engaged in relationships and
marriages will take the initiative to learn what it takes to attain and maintain a relationship that
will not only benefit those involved, but the children and family members as well.
The client’s major public is couples engaged in relationships or marriages regardless of sexual
orientation, age, ethnicity and financial status in the state of Alabama. ACHMI tries to involve
people of all ages into their programs. However, our main public for this campaign is the couples
and families surrounding the family resource centers. These areas include Dothan, Valley,
Gadsden, Brewton, Decatur, Sylacauga and Tuscaloosa.
Because so much preliminary research was previously conducted in order to establish ACHMI as
an organization, it was important for our campaign team to reinforce previous ideas and findings
through our own research. We began our research through conducting an extensive survey
(Appendix B) and focus group. (See appendix C). We worked with ACHMI representatives to
come up with questions that would best provide us with the answers we needed in order to
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establish what plans should be implemented. The surveys we created were passed out randomly
to individuals in the Auburn/Opelika area that are involved in marriages or relationships. We
also conducted a focus group that consisted of five individuals involved in various types of
relationships in order to gain information that we were unable to obtain through the surveys.
Upon first meeting representatives of ACHMI, it was stated that the majority of Alabama may
not be aware of the free resources that ACHMI provides. This was further backed up by our
research that showed that 78 percent of our public is unaware of the existence of ACHMI as an
organization (Appendix B). According to our survey, once informed of the organization, the
initial attitude of our public is that ACHMI only applies to married people. We also found that
our public is aware that individuals can learn relationship skills, but for the most part, they are
unwilling to go to a free relationship education class. In general, the public is willing to listen to
what ACHMI has to say about relationships, but they are not willing to seek out that information
on their own (Appendix B and C).
Since the organization formed three years ago, ACHMI’s main goal has been to make the public
aware of its existence and goals and to get Alabamians to attend free relationship education
classes. While the organization has had some success with branding, the public is still not
responding to the free classes that are offered. According to our surveys, an overwhelming
majority of 65 percent of people said that they would not attend a free education class even
though 65 percent also said they believe a class would benefit their relationship (Appendix B).
This situation is very important to the overall mission of ACHMI. If people do not take the
classes offered by ACHMI, the organization will not be able to self-sustain itself once the five-
year grant is up. If people do not take the courses offered, organizations will stop offering its
resources and ACHMI will no longer exist once the five-year grant is up. Therefore, not only is
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ACHMI directly affected by this situation, but the citizens involved in relationships and
marriages in the state of Alabama are impacted as well. According to ACHMI representatives,
since receiving its grant in 2006, the divorce rate in Alabama has decreased, demonstrating its
importance and effectiveness.
Because most of ACHMI’s events are centered on relationship education classes, the public is
hesitant to become actively involved. Our goal throughout our “Better Together” campaign is to
develop more interactive events and activities that actively involve the public.
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Planning
The Alabama Community Healthy Marriage Initiative (ACHMI) exists to help promote and
establish healthy relationships and marriages among couples throughout the state of Alabama. In
order to attain healthy relationships and marriages, ACHMI provides resources and educational
programs for youth and adults in Alabama. These resources and programs teach couples the
skills and knowledge that are necessary to form stable and positive relationships.
As public relations students developing this campaign, we have met with representatives from
ACHMI on numerous occasions to learn more about this organization. We have gathered that
ACHMI’s goal is to provide guidance for those in need of attaining a healthy relationship or
marriage. We have also learned that AHCMI strives to help couples that are engaged in
relationships or marriages understand that communication and relationship skills can be taught
and learned. However, ACHMI’s goal on its website states, “ACHMI’s goal is to strengthen
Alabama families by: raising public awareness of the importance of healthy, stable relationships
and marriages for children, family and community well-being; increasing access to healthy
relationship/marriage resources for all Alabama citizens and training community members and
professionals in research-based educational programs that strengthen relationships and
marriages.”
After assessing our interpretation of ACHMI’s goal and their stated goal, as a campaign group
we developed our objectives for ACHMI and its publics. In general, our objectives are to reach
citizens of Alabama who are still unfamiliar with the organization. Our main objective is to get
citizens involved who live in the communities surrounding the ACHMI family resource centers
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through events and attending free educational classes. Another objective is to drive traffic to
ACHMI’s current Web site and to provide elements of interest to its viewers.
In order to accomplish the above objectives we must target a key public, which are Alabama
citizens interested in strengthening their relationships and marriages. ACHMI family resource
centers are available in eight areas including Montgomery, Dothan, Valley, Gadsden, Brewton,
Decatur, Sylacauga and Tuscaloosa. Because these resource centers allow ACHMI to distribute
information directly, the primary focus lies in these areas. Those who attend these classes or
participate actively with ACHMI are more likely to receive the organization’s key message that
all relationships can benefit from these classes.
As a basis for our campaign, we focused on applying the social penetration theory to all of the
creative ideas we implemented. Social penetration theory deals with relationships and how they
slowly develop.
According to http://changingminds.org/explanations/theories/social_penetration.htm, the social
penetration theory states that the deeper a relationship becomes the more it penetrates into more
personal and private matters, therefore vulnerabilities are exposed and trust has to be developed.
This theory can be applied to all relationships and marriages because no matter the stage of a
relationship you can always learn more about one another and improve communication. The
social penetration theory is made up of five steps that closely mirror the stages of a relationship.
Like the orientation stage, the beginning of a relationship involves getting to know each other
through simple questions and answers. Similar to the second step, the exploratory affective stage,
over time individuals become more comfortable around each other and form a friendship. The
affective stage allows individuals to begin discussing more private matters and share personal
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stories. Next, the stable stage allows couples in relationships to determine how their partner may
react emotionally. The last stage, depenetration, is similar to a point in a relationship where it
may be terminated, resulting in a break up or divorce.
Pertaining to theory, we will use emotional appeal in our messages as well as logic since we are
dealing with those who are in engaged relationships and marriages. By using emotion, we will be
able to touch on topics that are sensitive to those who share their life with another. On the other
hand, the use of logic will allow us to give our public the facts and statistics that deal with
relationships and marriages throughout the state of Alabama. With the use of emotional and
logical appeals, we will hopefully succeed in getting more people to realize the need of an
organization such as ACHMI and make others see that ACHMI’s efforts matter and are making a
difference. While thinking about how to motivate our key public, we decided to focus on the
intrinsic values that encourage people to act. We focused on values such as concern, community
improvement, quality of life and family needs. By incorporating these into our campaign we
hope that people are motivated to become more involved in ACHM and its programs that they
have to offer.
In our “Better Together” campaign, we will implement new and creative ways to drive more
people to ACHMI’s Web site and attend their classes. We did this by creating fun videos that
may be posted to ACHMI’s Web site, Facebook fan page or any other social media outlet
necessary. We have also instituted an organization on Auburn’s University campus to get college
students more involved in ACHMI programs. We have updated and enhanced literature materials
such as brochures and fact sheets to assist ACHMI in disseminating information. As a team we
have created a number of broadcast release examples to help get ACHMI’s name out to the
public. Twelve events were created as a means for the community to become more actively
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involved in the organization. ACHMI currently has an assigned intern in their office that we have
created an updated list of duties to carry out on a daily basis and sustain ACHMI’s efforts.
Some strengths of our campaign include how accessible our written and subsequent materials are
to attain and sustain. Likewise, all materials and events were created with the most cost efficient
plan in mind. With the hopes of broadening our audience, we designed all creative ideas to
stretch across all demographics. With all strengths come weaknesses and time constraints seem
to be a weakness for us in our campaign. With ACHMI’s grant ending in two years, they have a
limited amount of time to implement all new ideas. With hopes of lasting longer than the time
span of their five-year grant, it could be a struggle to inform the necessary officials of the
positive results of ACHMI’s efforts. Because of the wide range of demographics it is difficult to
reach every individual across the state of Alabama.
In order for all new ideas to have a chance to succeed, ACHMI should implement them as soon
as possible. We also encourage the resource centers to host or plan an event each month. Certain
tasks are considered maintenance tasks and should be attended to daily to weekly. These include
online projects, event planning and education planning. Seasonal efforts would be needed as well
such as, holiday greeting cards and certain events.
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Implementation
After conducting thorough research and after an extensive planning period, we believe that we
have come up with creative and innovative ideas that will best suit the Alabama Community
Healthy Marriage Initiative (ACHMI) and its perspective audiences. Through this campaign we
have applied the public relations tools that we have learned in the classroom in hopes of making
a more efficient and effective campaign. By using a variety of public relations tools, we hope to
reach a broader audience spanning across all demographics. When creating new ideas, we felt it
was important to not only develop the groundwork for each project, but to see our ideas through
to its beginning stages.
Throughout our campaign, we have sought to tie all of our material into one central theme,
“Better Together.” The idea of “Better Together” is to actively educate and involve community
members with the ACHMI organization and its message that a healthy relationship is a happy
relationship. Our hope for “Better Together” is that it will encourage more people to get involved
in ACHMI’s free relationship education classes. The following elements in our campaign strive
to communicate this chosen theme.
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Events
Our biggest effort to make ACHMI more interactive for its participants is to promote events in
the family resource center areas. Each event will be hosted by ACHMI or ACHMI can partner
with other businesses with a goal of dispelling information to bring ACHMI and its public
together.
Enclosed is a list of 12 possible events, one for each month. Each event contains seasonal themes
as well as our overall campaign theme of “Better Together.” In each event description, the
budget is included. We tried to execute each event at a medium to low cost.
The advertising for each event is specific to that event and is enclosed in the descriptions as well.
Each event description includes general details, reasons why the event will benefit ACHMI and
its participants and what is needed to accomplish each event. It is our hope that ACHMI can
disperse these event ideas to each family resource center located across the state, allowing them
to choose which events they would like to host.
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January Event
“January Jam”
Where and general details:
This event would invite local musical acts to come together in their city to perform for the
community. ACHMI would act as host or sponsor of the event, which would bring attention to
the organization and allow them to further spread their message. The event would be family-
friendly and all interested guests would be encouraged to make it a family event or bring their
significant other. The event would serve as free publicity for the host, or a small ticket fee could
be instituted in order to help cover any costs. Because the event is going to be advertised as a
family event, any band interested in participation would have to audition in order to ensure that
all music is appropriate.
Why:
An event like this is a great way to bring couples and families together. Also they can meet other
couples and families in their community. Furthermore, this event would allow ACHMI to get its
name out to those who may not have heard of them before.
What is needed:
Advertising for this event can be done using several possible approaches. Because it is a musical
event, it might be a good idea to use local radio as a promotional venue. A short 30-60 second
commercial could be used to reach music enthusiasts. Also, fliers could be posted in local
businesses around town. This would offer a cheap, but effective way to get the word out about
the event. The concert, if possible, could be held in a community center or a location like a local
school or church gymnasium. Because ACHMI promotes a positive message, a venue like this
might be provided for free. Local television stations could also be contacted to get more involved
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and possibly run a short story on the concert. On the night of the event ACHMI could have a
table set up that is dedicated to further informing the public of the organization. Representatives
would manage the table and be there to answer any questions and distribute any literature.
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February Event
“Valentine’s Day Giveaway”
Where and general details:
For February, ACHMI could create an event centered around Valentine’s Day. Interested
participants would be asked to send in a video to the ACHMI Web site that describes that
couples relationship. The videos could be cute and humorous as long as appropriate. Incentive
for the video would be that the winning couple would have their video displayed on the Web site,
as well as the prize of a free Valentine’s Day dinner at a local restaurant. The point of this event
would be to not only promote ACHMI as an organization, but also to drive more traffic to the
Web site.
Why:
An event like this is most importantly a great way to bring more traffic to the ACHMI Web site.
It also gets participants more involved. If a couple sends in a video to win a free date, they will
be checking the Web site often, maybe even leading them to read our Facebook and Twitter
accounts. Also, this event allows a couple a nice evening out to spend time together.
What is needed:
Because this event takes place online, it would have a relatively low cost. Advertising could be
done using themed fliers that would be posted in the surrounding community and in local
businesses or campuses if present. Likewise local radio could do a small broadcast on the event.
Along with traditional methods of advertising, newer technologies would be incorporated with
this event as well. Because the contest takes place online, social media could be used as a way to
spread the word. Twitter and Facebook pages could post information and videos that provide
direct links to the ACHMI site and contest information.
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March Event
“March Madness”
Where and general details:
ACHMI would host a race called “March Madness.” The race would be a 5-k or more depending
on ACHMI/ the city’s decision. ACHMI would host the event along with any other interested
businesses in the area. ACHMI would encourage couples and families to sign up together. In
order to enter the race, a small sign-up fee would be in place in order to help cover costs and
raise money. The cost would include small refreshments and a T-shirt. The T-shirt would be a
simple design with the ACHMI logo along with the title of the event and any other participating
businesses logos. The location of the race would most likely have to be decided upon by the city,
according to laws and interferences with the community and traffic in the area. Participants
would be asked to sign up using the Web site or by going to designated sign up locations around
the community.
Why:
This event benefits couples, families and the community. Not only are participants making their
bodies healthier, but their relationships as well. This event would be a little more extensive than
the others and would create an opportunity for ACHMI to create more partnerships with
ACHMI.
What is needed:
Advertising for an event like this could be done across all spectrums. A story like this would
possibly interest a local news station to do a short story on the race. Furthermore, fliers would be
posted in relevant businesses around town such as gyms and health spas. The fliers would not
only advertise the event, but would also list the Web site and designated sign up areas where
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interested participants can learn more. The cost for this event, although still relatively low, would
probably be higher than some other events because of the magnitude of implementing it.
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April Event
Earth Day- "Pick Up While Cleaning Up Your Relationship"
Where and general details:
Each family resource center would promote an earth day clean-up day for local families, married
couples and those in relationships to partake in. It would have a sign-up sheet where those who
would like to participate can choose to pick up trash in their local community or help a local
family clean their house, paint their house, etc. After spending a couple of hours cleaning up the
community and spending quality time with their loved ones, the ACHMI family resource centers
would provide lunch for all of the participants. After lunch, each participant could help in
planting one tree at the family resource center. Once the tree is standing, each family, married
couple, or couple will write their names on an ornament provided by ACHMI and place it on the
tree.
Why:
This is an event that would be beneficial to those who receive free relationship
education classes through ACHMI as well as those who are interested in supporting the
organization. As individuals who benefit from the free services provided by ACHMI, they are
able to give back to their local community by participating in the "Pick Up While Cleaning Up
Your Relationship" Earth Day event. As an added benefit, participants are able to spend quality
time with their loved ones while enhancing their community. This is also an event that can be
accomplished at a very low cost.
What is needed:
Fliers and brochures to promote the event throughout the community. These would be passed out
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to local businesses and organizations and be available at the family resource center. A Facebook
event page would also be created for this event, allowing ACHMI an estimated list of people
who will participate. ACHMI would also approach local churches and get their members
involved and ask them about potential members in the community that need help with their
homes. ACHMI would also need to purchase the supplies needed to "clean up" the community
such as: trash bags, cleaning supplies, rakes, painting supplies, etc. ACHMI would also need to
purchase the items that could go into a brown bag lunch such as sandwiches, chips and apples.
ACHMI would need to make a paper ornament where participants can sign their names and hang
it on the tree. This would be something as simple as ACHMI's logo and tagline with a space for
participants to sign. With all of these supplies, ACHMI would provide a day of cleaning up the
community as well as relationships. There is nothing like giving back to a community that has
given so much to you, so get out there and "Pick Up While Cleaning Up Your Relationship."
After the event is over, participants should also be given information about ACHMI's services
(for example, the brochure and cup that we have created).
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May Event
Mother's Day- "Mother May I Help You Bake Your Favorite Good?"
Where and general details:
The "Mother May I Help You Bake Your Favorite Good?" would be held at a local park in the
areas of the family resource centers. On the day of the event, the mother and daughter(s) teams
must bring their chosen homemade baked goods to the park. Once all of the participants have
arrived, the ACHMI officials would taste each treat and declare the top three winners of the
bake-off contest. Once the winners have been notified, the mother and daughter(s) teams may
enjoy the treats baked by everyone. ACHMI would also plan an activity that the mothers and
daughters can do or have a speaker at the event. The prizes that would be awarded would be a
gift certificate for a shopping spree ($50), a certificate for a mother-daughter manicure and
pedicure or a certificate for a mother-daughter brunch at a local venue.
Why:
This event would promote mother and daughter quality time in their homes as well as spending
time with other mothers and daughters at the park. This event would be open to all age groups,
allowing mothers and daughters of all ages to be able to come together and speak about their
relationships. This event would be accomplished at a very low cost with the only expenses for
ACHMI being the three gift certificates or items that it chooses to reward the winners of the bake
off.
What is needed:
Fliers and brochures to promote the event throughout the community. These would be passed out
to local businesses and organizations and be available at the family resource center. A Facebook
event page would be created for this event, allowing ACHMI an estimated list of people who
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will participate in this event. ACHMI would also approach local churches and get their members
involved. The only expense that ACHMI would have to implement this event is to buy the three
gifts awarded to the winners of the bake off. This is a low cost event allowing mothers and
daughters to spend time together in their home baking their favorite good. If ACHMI would
also purchase some drinks such as punch that the participants could enjoy while
tasting all of the treats.
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June Event
Father's Day- "Boys Bowl-A-Rama"
Where and general details:
The "Boys Bowl-A-Rama" could be held at a local bowling alley in each of the family resource
center's areas. At each family resource center, ACHMI would have a sign-up sheet allowing
father and son teams to sign up for a bowling tournament held by ACHMI. The teams would be
made up of four members, having two fathers and two sons on each team. The teams would get
the chance to play three games, with ACHMI officials monitoring and collecting each teams
score at the end of their game. Throughout the tournament, refreshments would be served. At the
end, ACHMI officials would look at the scores and award the top three father and son teams a
prize. Each bowling participant would also be given an ACHMI T-shirt at the beginning of the
event (we have an example of a potential shirt).
Why:
This event would be beneficial to promote Father's Day and the activities that a father and son
can enjoy together. This event also allows a father and son to spend time with others who have
similar relationships. It would be open to all age groups, allowing fathers and sons of different
ages to be able to come together and speak about their relationships. This is also an event that
can be accomplished at a low cost.
What is needed:
Fliers and brochures to promote the event throughout the community. These could be passed out
to local businesses and organizations. The brochures would also be available at the bowling alley
where the event would take place, allowing people who have not heard of ACHMI to learn more
about the organization. A Facebook event page would be created for this event, allowing
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ACHMI an estimated list of people who would participate in this event. ACHMI would approach
the bowling alley and would work with them on a possible discounted rate to rent out the
bowling alley for a couple of hours one night. ACHMI would need to ask the bowling alley if it
is able to bring its own refreshments or if ACHMI would need to purchase food and drink items
through the bowling alley. ACHMI would need to make T-shirts for participants in the bowling
tournament. Lastly, ACHMI would be responsible in getting three prizes that would be awarded
to the top three father and son teams.
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July Event
“Celebrating Togetherness and Independence Picnic”
Where and general details:
ACHMI’s event in July could be focused around the idea of July 4 fun. This event could be
located somewhere outside, whether at a park, a church or school vicinity or even outside at an
ACHMI family resource center. Families and couples could come out and enjoy a fourth of July
cookout with hotdogs, chips, drinks and other refreshments. Music could be playing to add to the
atmosphere of the fun environment, kids could participate in simple outside games and even play
with sparklers. ACHMI could also plan any other activities they wanted to incorporate into this
event or even have a speaker. After dinner and visiting with other families and couples attending
this event, ACHMI could host a fireworks show that night. This event would also be a great
opportunity to invite those in the service or those who have a family member or significant other
in the service to come out and learn more about ACHMI. Due to the significance of the holiday
this event could even be focused on families and relationships that have someone in the service.
ACHMI could also provide information or even a speaker to provide education on coping and
managing these situations properly.
Why:
This fourth of July themed event would be a great way for families and couples to come together
and spend some time together in a nice relaxing atmosphere. At the same time, it would allow
the participants at this event to socialize and get to know each other better. It would be an
opportunity for those families and couples already involved in ACHMI’s free classes to get to
know each other outside of class and on a more personal level. For others attending this event
who have never taken a free relationship education class offered by ACHMI it would be a great
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way for them to get to know people before coming to a class, especially if attending a class is
something they were apprehensive about in the first place.
What is needed:
Fliers would be a great way to promote this event throughout the community. These could be
passed out to local businesses and organizations and be available at the family resource centers.
An event page on Facebook could also be created for this event, which would help reach a larger
audience and allow for ACHMI to see feedback and get an estimation on how many people plan
on participating in this event. The ACHMI Web site could also have a section for events where
information about the event would be posted as well as a sign up. ACHMI would also need to
purchase necessary supplies for this event such as food and other supplies such as paper goods
for the cookout, sparklers and fireworks. Due to the firework show, this event would be a more
expensive one, although ACHMI could consider talking to firework warehouses in Alabama
about getting donations for their event. At the event, participants could also be given free
information about ACHMI's services in the form of plastic cups with brochures, newsletters and
fliers about upcoming events. We have created an example of an ACHMI cup and new brochure
that could be used.
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August Event
“Back to School Fundraiser”
Where and general details:
With most schools beginning in August, ACHMI could host a back to school fundraiser. Each
family resource center could host a back to school event for local families and couples. This
event would include making back to school supply kits for those who are less fortunate and need
help affording school supplies. Participants could sign up at each center and decide which
supplies they were going to bring to the event based on generalized lists of what is needed. At
the event, kids could decorate plastic boxes and help write personalized notes for each school
supply kit. Together the families and couples could work to sift through the supplies and make
each school supply kit.
Why:
This event would be beneficial to those who receive free relationship education classes through
ACHMI as well as those who are interested in supporting the organization. As individuals who
benefit from the free services provided by ACHMI, they are able to give back to their local
community by participating in this back to school fundraiser. To top it off, participants are able
to spend quality time with their loved ones while helping out others in their community. This is
also an event that can be accomplished at a low cost to ACHMI as participants would be helping
fund the school supplies.
What is needed:
Fliers would be a great way to promote this event throughout the community. These could be
passed out to local businesses and organizations and be available at the family resource center.
The ACHMI Web site could also have a section for events where information about the event
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would be posted as well as a sign up. ACHMI could also pair with local churches and get their
members involved and ask them about potential members in the community that need help with
supplying their kids with school items, since most churches might have access to this kind of
information. Purchasing supplies for this event would only include some plastic boxes for the
school supplies to be put inside and markers for the boxes to be decorated. At the event
participants could also be given free information about ACHMI's services, newsletters and fliers
about upcoming events.
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September Event
“Don’t Let Your Relationships FALL Tailgate”
Where and general details:
With football season kicking off around the beginning of September, this would be a great time
to have an ACHMI tailgating event. Participants could pay a low price around $2 each, which
would get them two burgers, two bags of chips and two drinks. Participants could be encouraged
to bring desserts to this event so that everyone is contributing and participating in this event and
in this tailgate, just like any other football tailgate. The event could be held on a Friday evening
before a home Saturday game. Families could spend time together and with other football fans
while getting excited and talking about the upcoming season.
Why:
This would also provide a fun atmosphere in which families could come and spend time
together. Having families bring a dessert with them to the tailgate would encourage families to
get together at home to come up with their dessert and prepare it as well. Tailgates are for
families too!
What is needed:
Fliers would be a great way to promote this event throughout the community. These could be
passed out to local businesses and organizations and be available at the family resource center.
Fliers could also be posted around campus encouraging football fans to come out to this event.
An event page on Facebook could also be created for this event, which would help reach a larger
audience and allow for ACHMI to see feedback and get an estimation on how many people plan
on participating in this event. The ACHMI Web site could also have a section for events where
information about the event would be posted as well as a sign up. Purchasing food for this event
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would be easy and would only include supplies for burgers, chips and drinks. All other food
items would be brought by participants; therefore this event would be low cost, especially if you
charged each participant a low $2 fee for the event. At the event, participants could also be given
free information about ACHMI's services in the form of plastic cups with brochures, newsletters
and fliers about upcoming events. We have created and provided an example of an ACHMI cup
and new brochure that could be used.
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October Event
“A Hollywood Halloween”
Where and general details:
Each ACHMI family resource center would promote “A Hollywood Halloween” party for
couples, married or unmarried. Couples would come dressed as their favorite Hollywood couple.
The event would be held at a church or the local resource center. The venue would be decorated
“Hollywood style” with a red carpet, a painted Hollywood sign, white Christmas lights with fake
spider webs and pumpkins around the building for Halloween. Inside, there would be basic
Halloween decorations such as skeletons, ghosts, spider webs, witches, etc. There would be an
area for couples to dance and a DJ playing music. There would be a costume contest at the end of
the night and the winner would receive a gift certificate to a local restaurant for a romantic night
out with each other. The main cost would come from food and music. However, ACHMI would
get a restaurant to sponsor this event and provide food for them. This would help to eliminate a
large portion of the cost. The main cost ACHMI would have to cover now is music and
decorations. The expenses for the event would be in the medium range.
Why:
This event would be beneficial for couples to be able to have a night out without their children, if
they have any, or just a night out with their significant other. Couples who are going to free
relationship education classes given by ACHMI and their resource centers will be able to put
what they have learned in their classes to practice. Couples who aren’t taking classes yet, but are
interested in taking them will be able to get a feel for what ACHMI is all about. They will also
be able to meet the educators and other couples involved in ACHMI in a laid back and relaxing
environment.
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What is needed:
Fliers and brochures are needed to be posted and passed out throughout the community.
Members of ACHMI and their resource centers would go around town and post the fliers inside
local businesses. Fliers and brochures would also be made available in the downtown area.
ACHMI could also approach local churches and get their members involved. ACHMI and its
resources centers would also put ads on their Web site, Facebook fan page and Twitter to
advertise the event as well as possible radio broadcasts. ACHMI would also need to provide a
DJ, decorations, food, tables, chairs, a gift certificate to a local restaurant, etc.
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November Event
“Cans Film Festival”
Where and general details:
Each family resource center would promote “Cans Film Festival” movie night for families. The
event will be held at a local park when the sun is going down. ACHMI and the resources centers
will partner with organizations like UPC at Auburn University to put on a movie night for
parents and their children. The venue will be decorated autumn style with pumpkins, bales of
hay, scarecrows and more. To get into the event, each family member must bring at least one can
of food to be donated to the local food banks. Families will bring blankets and pillows for added
comfort while they spend time with their loved ones. In addition to the movie, everyone will be
given two tickets when they enter. These tickets will be for popcorn, a drink or candy. Everyone
will be able to pick any two items they wish. This would be of medium cost to ACHMI, with the
help of an organization like UPC, ACHMI would not have to cover some of the expenses.
Why:
This event would be beneficial for families to spend quality time together outside of the house.
Also, ACHMI and its resource centers will be able to give back to its community with the food
drive. Families will be able to get into the true spirit of Thanksgiving by giving back to the
community they live in as well as spending time with other locals.
What is needed:
Fliers and brochures would need to be posted and passed out throughout the community.
Members of ACHMI and their resource centers would go around town and post the fliers inside
local businesses. Fliers and brochures would also be made available downtown. ACHMI could
also approach local churches and get their members involved. ACHMI and its resource centers
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could also put ads on their Web site, Facebook fan page and Twitter to advertise the event as
well as possible radio broadcasts. ACHMI would also need to provide decorations such as
pumpkins, bales of hay, scarecrows, etc. Other items that will be needed include barrels for
families to place their can foods in, tickets, popcorn, candy, drinks and supplies for the movie
like a projector, screen, etc.
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December Event
“Christmas for the Kids Festival”
Where and general details:
Each family resource center would promote “Christmas for the Kids Festival” family Christmas
party. Families would come out to the local park to celebrate Christmas with their loved ones.
ACHMI would partner with “Toys for Tots” and to get into the event, every family would have
to bring one toy for donation. Children and their parents would be able to participate in different
activities pertaining to Christmas such as making a gingerbread house, decorating Christmas
ornaments and pin the nose on Rudolph. At the end of the day, the parents would be able to
participate in their own activity, a tacky sweater contest. The winner of the tacky sweater contest
will win a gift certificate for their family to a local restaurant. Families will be able to enjoy good
food, drinks and listen to music to get into the true holiday spirit. By participating in Christmas
activities, one can bond with family and friends. This would be of medium cost to ACHMI.
ACHMI would possibly get a company to sponsor to help with food and drinks, which would
eliminate a large portion of the cost. ACHMI would then have to buy the different supplies for
the activities, enough for every child to do one activity. ACHMI would also possibly find
organizations to sponsor the event in order to help them cover the cost of music.
Why:
This event would be beneficial for families to spend quality time together outside of the house
and be able to give back to less fortunate families. Parents will be able to allow their children to
play in a safe and secure environment while they run from booth to booth completing the
different activities. This allows parents to see the benefits of having safe and engaging activities
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for their children. Families will be able to bond while they work on making gingerbread houses,
Christmas ornaments, Christmas trees, etc.
What is needed:
Fliers and brochures to be posted and passed out throughout the community. Members of
ACHMI and their resource centers would go around town and post the fliers inside local
businesses. Fliers and brochures would also be made available downtown. ACHMI could also
approach local churches and get their members involved. ACHMI and its resource centers could
also put ads on their Web site, Facebook fan page and Twitter to advertise the event as well as
radio broadcasts. ACHMI would need to provide boxes for the families to place the toys for
“Toys for Tots” in, supplies for the different activities like construction paper, jewels and glue
for the Christmas tree booth and the supplies to make ornaments and gingerbread houses and
food, drinks and music. ACHMI would also need to get a gift certificate from a local restaurant
for the winner of the tacky sweater contest.
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Press Releases
After creating 12 possible events for ACHMI, we decided to develop two press releases that
promote “The Valentine’s Day Giveaway” and “Don’t Let Your Relationship FALL Tailgate.”
ACHMI could use the following press releases as a possible template for events in the future.
The press releases will be distributed to local media surrounding the family resource center that
chooses to host the event. Through these press releases, the citizens of Alabama will understand
that their relationships are “Better Together” with ACHMI.
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NEWS RELEASE
September 1, 2010 Contact Information:FOR IMMEDIATE RELEASE Sandy Williams Phone: 1-888-4TOGETHER E-mail: [email protected]
DON’T LET YOUR RELATIONSHIPS FALL TAILGATEACHMI Jump Starts the Fall Season with a Family and Couples Pre-Game Tailgate
AUBURN, Ala. – “Healthy Relationships, Happy Marriages,” that’s the idea behind the
Alabama Community Healthy Marriage Initiative (ACHMI). Now you can add happy tailgating
to that list. On Friday, Sept. 3 starting at 6 p.m., ACHMI will host its first tailgate event. ACHMI
has reserved a spot on campus in front of the stadium and next to the student center.
This event is open to families and couples who have already attended free relationship education
classes through ACHMI and those who are interested in getting more information. Participants in
the tailgate event will pay $2 each, which will get them a burger, bag of chips and a drink.
However, the desserts are up to guests who are encouraged to make their favorite tailgate dessert
and bring it with them to share with others.
Thinking about coming to a free relationship education class? “Don’t let your relationships
FALL tailgate” is a great way for families and couples to get to know others in their community
in a fun, relaxing environment. ACHMI offers free relationship education classes in many
different areas of Alabama and events such as this allow members to get to know each other
outside of the resource centers and on a more personal level. This event will help you understand
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just what ACHMI is about while getting to know the people behind ACHMI and others involved
in the classes.
An ACHMI tailgating event will be the perfect way to kick off Auburn University’s 2010
football season. So make sure you come out and tailgate with ACHMI on Sept. 3 at 6 p.m. For
more information on this event and ACHMI classes visit www.alabamamarriage.com.
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NEWS RELEASE
September 1, 2010 Contact Information:FOR IMMEDIATE RELEASE Sandy Williams Phone: 1-888-4TOGETHER E-mail: [email protected]
ACHMI KEEPS LOVE ALIVE THIS VALENTINE’S DAY
AUBURN, Ala.-The Alabama Community Healthy Marriage Initiative (ACHMI) announced
plans yesterday to host a Valentine’s Day couples' video contest. Participating couples are asked
to send in a creative video to the ACHMI Web site in hopes of having their video chosen to be
on the site. The winning couple also receives a free Valentine’s dinner date at a local restaurant.
The contest will begin January 14 and will end a month later at noon on February 14. The winner
will be announced at this time. ACHMI is encouraging the couples to send in a video that best
describes them and their relationship. Participants are also encouraged to be as humorous or
creative as desired.
ACHMI is the result of a five-year grant given to Auburn University by the U.S. Department of
Health and Human Services Office of Family Assistance. Their goal is to promote healthy
marriages and relationships through educational and promotional events. The Organization offers
free classes across the state educating individuals on how to participate in a strong marriage or
relationship.
For more information and/or a list of free education class in your area, please contact Sandy
Williams at 1-888-4TOGETHER or visit ACHMI’s Web site at www.alabamamarriage.org.
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Entertaining Videos
In order to drive more traffic to ACHMI’s Web site, we created light-hearted and entertaining
videos to engage viewers while dispelling ACHMI’s overall message. Four videos were created
from beginning to end, providing ACHMI with videos for immediate use and a possible template
for future videos.
We interviewed couples in various stages of relationships to see how well they know each other.
Through these videos, viewers will walk away with the intended understanding that all couples
can benefit from relationship advice and help.
It was necessary to include contact information at the end of each video, showing people how
easy it is to find out more information about ACHMI and its goals and resources. Not only can
these videos reach an audience through ACHMI’s Web site, they can also be posted and linked
to Facebook, Twitter, YouTube or any other outlet that ACHMI sees fit.
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Becoming an Official Organization on Auburn University’s Campus
After speaking with ACHMI representatives, it was clear that an ACHMI club that met on
campus would get college students more involved. We decided that a club on campus would be a
great way to get the students of Auburn University involved with ACHMI and its programs.
Although ACHMI cannot be an official organization on campus, we can create an affiliation
named “Relationship Smarts” that can be a club represented on campus.
After researching how an organization can be established, we found that a constitution and by-
laws needs to be written and submitted for approval. The constitution and the by-laws that we
developed explain the basic information of the club, ranging from how officers are elected to
how students become a member of the club. Included with the constitution is the official student
organization packet. We have included all of the paper work and beginning steps needed in order
to make this idea a reality. The only step left for ACHMI is to find an adviser for the club, which
would not be a major obstacle after speaking with ACHMI representatives. For more information
on making Relationship Smarts a club on campus, visit https://fp.auburn.edu/stuorgs/.
We encourage ACHMI to become an official organization on Auburn University’s campus first
and then research how to become organizations on other college and university campuses
throughout the state of Alabama. Through these official organizations on college and university
campuses across the state, ACHMI would provide college students with the necessary resources
to acquire and attain healthy relationships and marriages.
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Constitution of Relationship Smarts November 3, 2009
Article I Name and Affiliation
Section I: The name of this organization is Relationship Smarts.
Section II: Relationship Smarts is affiliated with Alabama Community Healthy Marriage Initiative (ACHMI) which is a partnership of the Human Development and Family Studies Department at Auburn University, the Department of Child Abuse and Neglect Prevention/The Children’s Trust Fund, The Alabama Cooperative Extension System, numerous other State agencies, The Family Resources Center Network, The Montgomery Chapter of the Hundred Black Men of America and a growing network of publics, nonprofit, and faith based community organizations.
Article II Purpose
Section I: According to the ACHMI Web site, “The purpose is to raise public awareness of the importance of healthy, stable relationships and marriages for children, family and community well-being.”
Article III Membership
Section I: General Membership
Relationships Smarts caters to individuals who are interested in learning communication skills that will help them enhance current or future relationships. Members do not have to be in a current relationship, but must have the desire to obtain the knowledge necessary to build healthy and stable relationships and marriages.
“Membership is restricted to regularly enrolled Auburn University students, faculty, and staff. No university student may be denied membership on the basis of race, sex, religion, national origin, color, age, disability, gender identity or expression, sexual orientation, or veteran status.”
Section II: Voting Members In order to be a voting member, members must pay all dues on time, regularly attend meetings and must assist in one event per semester.
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Article IV Officers
Section I: President: The president is responsible for the overall care of the organization. The president is responsible for communicating with the organization’s adviser.
Vice President: The vice president is responsible for communicating with the members via e-mail. Members must contact the vice president if they are unable to make it to a meeting.
Secretary: The secretary is responsible for taking notes during the meetings and taking attendance. Treasurer: The treasure is responsible for collecting members’ dues and the overall budgeting of the organization.
Section II:
President: In order to become president, you must be a member of Relationship Smarts for at least two years. Members can put themselves up for election and give a speech in front of the all members of the organization on why they think they are qualified to be president. Members will then vote on the person they wish to be president.
Vice President: In order to become vice president, you must a member of Relationship Smart for at least a year. Members can put themselves up for election and give a speech in front of the all members of the organization on why they think they are qualified to be vice president. Members will then vote on the person they wish to be vice president.
Secretary: In order to become secretary, you must be a member of Relationship Smarts for at least a semester. Members can put themselves up for election and give a speech in front of the all members of the organization on why they think they are qualified to be secretary. Members will then vote on the person they wish to be secretary.
Treasure: In order to become treasure, you must be a member of Relationship Smarts for at least a semester. Members can put themselves up for election and give a speech in front of the all members of the organization on why they think they are qualified to be treasure. Members will then vote on the person they wish to be treasure.
Section III:
Officers will hold their position for two academic terms before there is another election. Each position may be held by the same individual for up to two years.
Section IV:
If a position should be vacant during the academic year, the officer below the vacant position
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will be move up and take over that position until the next election. If the treasurer position becomes vacant, the secretary will take over the responsibilities of the treasurer until an election can occur. That election will occur within two weeks of the treasurer position becoming vacant. If an officer is not fulfilling his or her duties, the members will vote on whether or not they think the officer should be impeached.
Article V Officers
Section I: The Relationship Smarts will have ___________ serving as its adviser.
Section II: The adviser for Relationship Smarts must sit in on each meeting. They must meet with the officers to give them advice and direction on how to conduct each meeting, what additional events they need to be working on and deal with any problems the organization might be having.
Section III: If the adviser does not fulfill the above duties, the officers will have a meeting and discuss the problem and vote on whether or not the adviser needs to be impeached.
Article VI Meetings
Section I: Meetings will be held bi-weekly in the Student Center. Additional meetings will be called if additional preparation for events is needed. The officers have the authority to call any additional meetings. The vice-president will notify members of the meetings via e-mail. Fifty perfect of the members must be present in order to conduct an official meeting.
Section II: The officers must contact the adviser for permission to conduct any meetings outside of the clubs schedule. The officers must notify the members 24 hours in advanced of any additional meetings.
Article VII Amendments
Section I: In order for the constitution to be amended, 2/3 of the majority must agree to do so. If any members wish to add, change or retract any statement found in the constitution, they must give a formal request to the president via e-mail prior to the next meeting.
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By-laws of Relationship Smarts November 4, 2009
Article I Membership
Section I: Anyone can become a member of Relationship Smarts as long as they fit the requirements stated in the constitution. The maximum number of members in the club is 50.
Section II: The members’ responsibilities include attending meetings and spreading the organizations’ message through event planning, participation and education.
Section III: Members have up to two unexcused absences throughout the semester. If a member misses a third meeting, they have to meet with the officers to decide his or her future in the organization.
Section IV: At the beginning of the semester, the adviser and the officers will have a meeting to decide membership dues depending on events and activities that are planned for the upcoming year.
Article II Officer Duties
Section I:
President: The president is responsible for the overall care of the organization and responsible of communicating with the organization’s adviser.
Vice President: The vice president is responsible for communicating with the members via e-mail. Members must contact the vice president if they are unable to make it to a meeting.
Secretary: The secretary is responsible for taking notes during the meetings and taking attendance. Treasurer: The treasurer is responsible for collecting members’ dues and the overall budgeting of the organization.
Article III Officer Elections
Section I, II and III: President: In order to become president, you must be a member of Relationship Smarts for at least two years. Members can put themselves up for election and give a speech in front of the all members of the organization on why they think they are qualified to be president. Members will then vote on the person they wish to be president.
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Vice President: In order to become vice president, you must be a member of Relationship Smarts for at least a year. Members can put themselves up for election and give a speech in front of all members of the organization on why they think they are qualified to be vice president. Members will then vote on the person they wish to be vice president.
Secretary: In order to become secretary, you must be a member of Relationship Smarts for at least a semester. Members can put themselves up for election and give a speech in front of all members of the organization on why they think they are qualified to be secretary. Members will then vote on the person they wish to be secretary.
Treasurer: In order to become treasurer, you must be a member of Relationship Smarts for at least a semester. Members can put themselves up for election and give a speech in front of all members of the organization on why they think they are qualified to be treasurer. Members will then vote on the person they wish to be treasurer.
Elections will be held at the beginning of each academic year, giving the officers the opportunity to serve a year term.
Section IV: Once the nominees have been chosen, a vote will take place in the form of a secret ballot.
Section V: If a position should be vacant during the academic year, the officer below the vacant position will move up and take over that position until the next election. If the treasurer position becomes vacant, the secretary will take over the responsibilities of the treasurer until an election can occur. That election will occur within two weeks of the treasurer position becoming vacant. If an officer is not fulfilling his or her duties, the members will vote on whether or not they think the officer should be impeached.
Article IV Adviser
Section: Officers will chose an adviser based on availability, knowledge and experience. The president then contacts the adviser and asks them to step in as the adviser for one academic year.
Article V Financing
Section I: At the beginning of the academic year, the treasurer must put their name on the Relationship Smarts checking account. “All checks and withdrawals from the organization’s checking account must be approved by the president and/or treasurer as well as the adviser of the organization.”
Article VI Parliamentary Authority Section I: Relationship Smarts shall be governed by Robert’s Rule of order to govern the organization’s decision making except when these roles are inconsistent with Relationship
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Smarts constitution and by-laws. Article VII By-law Amendments
Section I: During any regular scheduled meeting, a member may bring up for discussion any by-law he or she wishes to amend. Once brought up, members will vote on the amendment at hand. There must be a majority vote of 2/3 in order for a by-law to be amended.
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List of Possible Blogs for Posting
We researched and compiled a list of blogs that pertains to relationships and marriages. This list
will help ACHMI further implement social media. Although ACHMI already has their own blog,
we believe it would be beneficial for them to post to other blog sites. ACHMI already has
materials including article and events that can be posted in these blogs free of charge, reaching
individuals who are interesting in strengthening their relationship or marriage. Through public
blog posting, we hope that more people become aware of ACHMI’s free services. We also hope
that these postings will build traffic to ACHMI’s official Web site, Facebook and Twitter pages.
These are only a couple of examples and we encourage ACHMI to research posting in public
blogs further.
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http://relationships.blog-city.com/All feelings are welcome on this relationship blog, allowing individuals to post comments or information after contacting the administrator of the page at: [email protected] orhttp://twitter.com/relationships3.
http://soulmate-blog.com/Home/The user is able to comment on any postings on this Web site, but in order to post your own message you must register. Once registering for free of cost, users are able to sign in as an author.
http://blogs.lifeway.com/blog/marriage/The LifeWay Christian blog provides readers with new resources available to strengthen marriages. ACHMI would be able to contact the administrator of this blog and become a link on their page.
http://www.examiner.com/x-2442-SF-Marriage-and-Relationships-ExaminerThis is a blog that is based in Birmingham. They post articles and resources for people in surrounding areas. ACHMI would get in touch with the administrator of this page and have a link on their page underneath the Additional Marriage and Relationship Resources tab.
http://alabamamarriagehelp.com/This is a site that allows people to register so that users can submit articles to be viewed on their site. This could be beneficial since the Web site caters toward married couples living in the state of Alabama.
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Radio Broadcasts
Although radio broadcasts are not the appropriate medium for every event, we believe that
broadcasts can be beneficial in some cases. We assessed the pros and cons of radio
advertisement, but believe that the pros outweigh the cons. The pros include reaching a broad
audience for less money than you could with television or any other form of electronic
advertising, it does not require much time or effort to create a radio broadcast and it’s immediate.
The cons include the expenses, no feedback and engagement with listeners and there is a
significant time constraint.
We have created four radio broadcasts that contain an informational ad, entertaining ad and two
broadcasts that highlight two of the events that we have created. To best illustrate our ideas, we
not only included the scripts to each broadcast within this campaign, but we also recorded
examples to more clearly express our ideas. We hope ACHMI will enjoy these recordings and
see that radio is a form of advertising that they may want to consider in the future.
The informational broadcast that we included with background information about ACHMI can
be disseminated to local radio stations across the state. We also included an entertaining
advertisement that includes two women speaking about the benefits of ACHMI, which can be
dispersed to all radio stations across the state. The other two broadcasts that are included give
ACHMI’s key audience more information about local events. Of course, further research would
need to be conducted to find the optimal radio stations to disperse these messages.
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Alabama Community Healthy Marriage Initiative Total Time: 60 secondsAnnual Christmas Event
COME CELEBRATE CHRISTMAS AT KEISEL PARK WITH THE ALABAMA
COMMUNITY HEALTHY MARRIAGE INITIATIVE (ACHMI) AND THEIR ANNUAL
“CHRISTMAS FOR THE KIDS FESTIVAL.” PARENTS, SPEND QUALITY TIME WITH
YOUR CHILDREN WHILE MAKING CHRISTMAS ORNAMENTS, GINGERBREAD
HOUSES AND PLAYING PIN THE NOSE ON RUDOLPH. ENJOY GOOD FOOD
CATERED BY CHICK-FIL-A WHILE LISTENING TO YOUR FAVORITE HOLIDAY
MUSIC. MOMS AND DADS, COME DRESSED IN YOUR TACKIEST SWEATER AND
GET THE CHANCE TO WIN A GIFT CERTIFICATE TO NIFFERS FOR THE WHOLE
FAMILY. THE ONLY THING YOU NEED TO BRING IS YOURSELF, YOUR FAMILY, A
SMILE AND A TOY TO DONATE TO “TOYS FOR TOTS.” EACH FAMILY MUST BRING
A TOY TO DONATE FOR ADMISSION. GET INTO THE CHRISTMAS SPIRIT AND
COME OUT TO KEISEL PARK ON DECEMBER 20, 2009 WITH A TOY FOR “TOYS FOR
TOTS” TO CELEBRATE ACHMI’S ANNUAL “CHRISTMAS FOR THE KIDS FESTIVAL.”
THE PURPOSE OF THIS PUBLICATION IS THE DISSEMINATION OF TECHNICAL
INFORMATION. FUNDING IS PROVIDED THROUGH A GRANT FROM THE U.S.
DEPARTMENT OF HEALTH AND HUMAN SERVICES- HEATHLY MARRIAGE
DEMONSTRATION GRANT #90-FE-0001/04-5. THE OPINION, FINDINGS, AND
CONCLUSIONS OR RECOMMENDATIONS EXPRESSED IN THIS DOCUMENT AND
ASSOCIATED MATERIALS ARE THOSE OF THE AUTHOR(S), AND DO NOT NECESSARILY
REFLECT THE VIEWS OF THE UNITED STATES DEPARTMENT OF HEALTH AND HUMAN
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SERVICES ADMINISTRATION FOR CHILREN AND FAMILIES. © 2009 ALABAMA
COMMUNITY HEALTHY MARRIAGE INITIATIVE
-###-
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Alabama Community Healthy Marriage Initiative Total Time: 60 seconds Conversational and Informational broadcast
FIRST WOMAN VOICE: LINDA- YOU AND BOB SEEM SO HAPPY. WHAT’S YOUR
SECRET?
SECOND WOMAN VOICE: IT’S NOT A SECRET. BOB AND I HAVE BEEN
ATTENDING RELATIONSHIP EDUCATION CLASSES WITH ACHMI, THE ALABAMA
COMMUNITY HEALTHY MARRIAGE INITIATIVE.
FIRST WOMAN VOICE: WHAT IS THAT? I HAVE NEVER HEARD OF ACHMI
BEFORE.
SECOND WOMAN VOICE: ACHMI PROVIDES FREE RESOURCES AND
EDUCATIONAL PROGRAMS FOR YOUTH AND ADULTS IN ALABAMA ON THE
SKILLS AND KNOWLEDGE NECESSARY FOR BUILDING HEALTHY AND STABLE
RELATIONSHIPS AND MARRIAGES. YOU SHOULD CHECK IT OUT! WE ATTENDED
A CLASS IN MONTGOMERY, BUT THEY HAVE FAMILY RESOURCE CENTERS IN
DOTHAN, VALLEY, GADSDEN, BREWTON, DECATUR, SYLACAUGA AND
TUSCALOOSA.
FIRST WOMAN VOICE: WE WILL LOOK INTO THE DIFFERENT CLASSES THEY
OFFER AND FIND A CLASS THAT FITS OUR NEEDS. WHERE CAN WE FIND MORE
INFORMATION ABOUT THEM?
SECOND WOMAN VOICE: I FOUND OUT ABOUT THEIR FREE SERVICES THROUGH
THEIR WEBSITE AT WWW.ALABAMAMARRIAGE.ORG. BUT YOU CAN ALSO CALL
1-888-4TOGEHTER.
FIRST WOMAN VOICE: THANKS! I HOPE ACHMI'S FREE CLASSES HELP OUR
RELATIONSHIP TOO. I AM GOING TO FIND A CLASS NOW AT
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ALABAMAMARRIAGE.ORG!
THE PURPOSE OF THIS INFORMATION IS THE DISSEMINATION OF TECHNICAL
SUPPORT. FUNDING IS PROVIDED THROUGH A GRANT FROM: U.S. DEPARTMENT OF
HEALTH AND HUMAN SERVICES-- HEALTHY MARRIAGE DEMONSTRATION GRANT
#90=FE-0001/01-05. THE OPINIONS, FINDINGS, AND CONCLUSIONS OR
RECOMMENDATIONS EXPRESSED IN THIS ADVERTISEMENT AND ASSOCIATED
MATERIAL ARE THOSE OF THE AUTHOR(S)/PRESENTER(S) AND DO NOT NECESSARILY
REFLECT THE VIEWS OF THE UNITED STATES DEPARTMENT OF HEALTH AND HUMAN
SERVICES, ADMINISTRATION FOR CHILDREN AND FAMILIES.
-###-
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Alabama Community Healthy Marriage Initiative Total Time: 60 secondsInformational broadcast
HEALTHY RELATIONSHIPS AND HAPPY MARRIAGES THAT IS THE GOAL OF THE
ALABAMA COMMUNITY HEALTHY MARRIAGE INITIATIVE, ALSO KNOWN AS
ACHMI. THEIR PURPOSE IS TO RAISE PUBLIC AWARENESS OF THE IMPORTANCE
OF HEALTHY AND STABLE RELATIONSHIPS AND MARRIAGES FOR ALL ALABAMA
CITIZENS. ACHMI OFFERS FREE RELATIONSHIP EDUCATION CLASSES AT MANY
DIFFERENT FAMILY RESOURCE CENTERS THROUGHOUT ALABAMA. ACHMI’S
CLASSES CAN TEACH INFORMATION AND SKILLS THAT WILL HELP TO
STRENGTHEN RELATIONSHIPS. THESE CLASSES ARE BENEFICIAL TO TROUBLED
RELATIONSHIPS AND FOR THOSE WHO WANT TO IMPROVE CURRENT
RELATIONSHIPS. ACHMI SUPPORTS ALL RELATIONSHIPS AS LONG AS THEIR
HEALTHY ONES, SO FIND A RESOURCE CENTER NEAR YOU AND GET INVOLVED
TODAY. FOR MORE INFORMATION VISIT ACHMI ON THE WEB AT
WWW.ALABAMAMARRIAGE.ORG OR BY PHONE AT 1-888-4TOGETHER, AGAIN
THAT’S 1-888-4TOGETHER.
THE PURPOSE OF THIS PUBLICATION IS THE DISSEMINATION OF TECHNICAL
INFORMATION. FUNDING IS PROVIDED THROUGH A GRANT FROM: U.S.
DEPARTMENT OF HEALTH AND HUMAN SERVICES-HEALTHY MARRIAGE
DEMONSTRATION GRANT #90-FE-0003//05. THE OPINIONS, FINDINGS, AND
CONCLUSIONS OR RECOMMENDATIONS EXPRESSED IN ALL TRAININGS AND
ASSOCIATED MATERIALS ARE THOSE OF THE AUTHOR(S)/PRESENTER(S) AND DO NOT
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NECESSARILY REFLECT THE VIEWS OF THE UNITED STATES DEPARTMENT OF
HEALTH AND HUMAN SERVICES ADMINISTRATION FOR CHILDREN AND FAMILIES.
-###-
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Alabama Community Healthy Marriage Initiative Total Time: 60 secondsValentine’s Day Event
ARE YOU LOOKING TO SPEND A ROMANTIC NIGHT WITH THAT SPECIAL
SOMEONE THIS VALENTINE’S DAY? WHY NOT DO IT FOR FREE? THE ALABAMA
COMMUNITY HEALTHY MARRIAGE INITIATIVE (ACHMI) WANTS TO GIVE YOU
THAT CHANCE. JUST LOG ONTO WWW.ALABAMAMARRIAGE.ORG AND YOU
COULD WIN A VALENTINE’S DAY DINNER FROM A LOCAL RESTAURANT. ALL
YOU HAVE TO DO IS CREATE AND ENTER A SHORT VIDEO THAT COULD BE
DISPLAYED ON THE SITE. AGAIN, TO LEARN MORE VISIT
WWW.ALABAMAMARRIAGE.ORG.
THE PURPOSE OF THIS PUBLICATION IS THE DISSEMINATION OF TECHNICAL
INFORMATION. FUNDING IS PROVIDED THROUGH A GRANT FROM: U.S.
DEPARTMENT OF HEALTH AND HUMAN SERVICES-HEALTHY MARRIAGE
DEMONSTRATION GRANT #90-FE-0001/04-5. THE OPINION, FINDINGS, AND
CONCLUSION OR RECOMMENDATIONS EXPRESSED IN THIS DOCUMENT AND
ASSOCIATED MATERIALS ARE THOSE OF THE AUTHOR(S), AND DO NOT NECESSARILY
REFLECT THE VIEWS OF THE UNITED STATES DEPARTMENT OF HEALTH AND HUMAN
SERVICES ADMINISTRATION FOR CHILDREN AND FAMILIES.
-###-
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Brochure
The new ACHMI brochure was created with ACHMI’s target public and audience in mind. The
idea of the brochure was to use creative techniques to make the pamphlet eye-catching. We
incorporated more colors into this new brochure, while still keeping the official ACHMI colors.
We also included pictures and quotes in an effort to make the brochure more appealing and
simple as opposed to the current ACHMI brochure that is text heavy. The new brochure provides
important information about what ACHMI stands for, what ACHMI has to offer, how to get
more information and where the family resource centers are located. The combination of a
brochure that is aesthetically appealing, as well as informational, will help in attracting our
audiences to learn more about ACHMI and to engage them into what it has to offer.
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Cups
As another way to advertise, ACHMI cups could be made. The cup would be plain and simple,
like a solid color, with the ACHMI logo. The cups would be used when setting up any kind of
informational booths or meeting. Brochures and/or any other kind of literature could be put in the
cups in order to give interested individuals an easy-to-take informational bundle. The cups can
be ordered online from Web sites such as Oriental Trading. They will most likely have to be
ordered in bulk in an amount like 20-50. The cups that we ordered, for example were $25 for 50
cups.
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T-shirts
While developing tactics to successfully reach our objectives stated throughout the campaign,
our group began thinking of products that we could develop to further disseminate the name of
our organization, ACHMI. After coming up with multiple ideas, our group decided that cups, as
described before, and T-shirts would be practical products that could be dispersed to ACHMI
participants and citizens of Alabama.
By teaming up with the store STAMP located in downtown Auburn, we were able to create
simple ACHMI T-shirts. Included on the white T-shirt is the official ACHMI logo that we
obtained from ACHMI representatives. Although the T-shirt design is simple, when passed out
to individuals, others will be able to view the logo and want to learn more about the organization.
We decided that T-shirts would be an item that ACHMI would like to invest in because they are
a low cost marketing tool and items that can be given away. T-shirts would be a good item to
give to participants during some of the events that we created such as the "Boys Bowl-A-Rama"
and the community clean up event "Pick up While Cleaning up Your Relationship." However,
ACHMI could use these T-shirts, or another T-shirt design, to hand out to ACHMI participants,
ACHMI representatives and teachers, etc.
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Fliers
Fliers will be a key component of cheap and easy advertising that will be used to promote several
of our campaign tactics. For many of ACHMI’s planned events, fliers could be placed in relevant
businesses, schools, churches, etc. The purpose of the flier would be to have a simple message
that would leave the readers more informed, but still curious. The Web site and phone number
would be on all fliers so that anyone interested would know how to learn more. Although in
some cases fliers alone would not be used to promote ACHMI and its events, fliers are always an
option for minimal advertising efforts.
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Enter to win a gift certificate to a local restaurant for you and your significant other this Valentine’s Day.
For more information, visit or call:
www.alabamamarriage.org
1.888.4TOGETHER
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ACHMI offers free classes for every type of relationship!
To Learn More Information: Visit www.alabamamarriage.org or call 1.888.4TOGETHER
Fact Sheet
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As a group, we decided to enhance some of ACHMI’s written materials, which includes its fact
sheet. The fact sheet includes basic information about the organization, how it developed, what
its main goals are, who its target public is, etc. ACHMI would send its fact sheet out to possible
companies it wishes to partner with, companies its wishes to sponsor its events, venues where
ACHMI wishes to host an event and different media outlets. All of the information that we used
to compile this new fact sheet came from information listed on ACHMI’s official Web site.
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Fact Sheet
The Alabama Community Healthy Marriage Initiative (ACHMI) is funded by a five-year grant from the U.S. Department of Health and Human Services Office of Family Assistance
ACHMI is a partnership between Auburn University, the Alabama Children's Trust Fund, Family Resource Centers, Mental Health Centers and many other agencies and individuals at the state and local levels who have joined together to build and sustain healthy relationships and stable marriages throughout Alabama
ACHMI's goal is to strengthen Alabama families by: o Raising public awareness of the importance of healthy, stable relationships and
marriages for children, family and community well-being o Increasing access to healthy relationship/marriage resources for all Alabama
citizens o Training community members and professionals in research-based educational
programs that strengthen relationships and marriages
ACHMI provides programming for youth, non-married parents, pre-marital couples, stepfamilies and married couples
ACHMI offers five relationship and marriage education programs through community partners:
o Basic Training for Couples: Black Marriage Educationo Mastering the Magic of Loveo Relationship Smarts Pluso Smart Steps for Stepfamilieso Together We Can: Caring for My Family
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For more information visit ACHMI’s website at: http://www.alabamamarriage.org/index.php
Holiday E-Card
As requested by our client, we created an e-card for ACHMI to send to participants of their free
relationship education classes. The e-card is intended to be a little reminder for couples to keep
improving their relationships and to let them know that ACHMI is always a free resource for
relationship education and knowledge. The e-card we developed is directed more toward the
winter/holiday season since it is closely approaching.
ACHMI will be able to use the e-card this holiday season and send it to the e-mail list of people
who have previously been involved with their programs. The card that we have chosen and
created would be acceptable to send to people of all ages, allowing ACHMI to send one e-mail to
its entire list. We made the e-card on www.americangreetings.com and the cost was $2.99 for a
month. ACHMI also has the option to make an unlimited amount of e-cards for the cost of
$15.99 a year.
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Internship Program
ACHMI currently has an intern, but we wanted to develop an internship program. This program
explains who is eligible to become an intern, what skills are needed and what responsibilities will
be expected. Our detailed plan includes both maintenance work and major projects the intern will
be involved in. On a daily basis, the intern will be asked to maintain and refresh all social
network material. We tried to include a list of responsibilities that we wanted the intern to help
ACHMI with to successfully carry out some of the new tactics that we have included in this
campaign.
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The Alabama Community Healthy Marriage Initiative (ACHMI)
Intern
Job Title: Public Relations Intern
Reports to: Sandy Williams Title: State Public Relations
Location: Auburn, Ala.
Type of position: Internship/unpaid
Hours: 25-30 hours per week
ACHMI Background: ACHMI is a nonprofit organization whose main goal is to improve the relationships of couples across the state of Alabama, married or unmarried. ACHMI plans on doing this by: raising public awareness of the importance of healthy, stable relationships and marriages for children, family and community well-being, increasing access to healthy relationship/marriage resources for all Alabama citizens and training community members and professionals in research-based educational programs that strengthen relationships and marriages.
Primary Responsibilities of Intern:
Assisting in the planning and production of any and all events put on by ACHMI Update ACHMI’s Facebook and Twitter pages as well as its Web sites daily Make videos and document events for the website, Facebook and twitter pages Research marriage blogs for ACHMI and post on these blogs about ACHMI’s free
relationship education classes, events, tools for having a healthy and stable relationship, etc.
Assist in making brochures, newsletters and any other written material
Skills and Experience Required:
Experience working with a flipcam and editing videos Experience working with different types of social media Knowledge of AP Style and writing skills Ability to work well with a team and individually A creative approach to public relations
Education Requirements: Enrolled as a junior or a senior pursuing a degree in communications, public relations, radio/television/film or a related field
Employee Name:
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Date Hired:
Possible Partnerships and Co-sponsors
Our client, The Alabama Community Healthy Marriage Initiative (ACHMI), asked us to
brainstorm companies that they would potentially partner with once their five-year grant runs out
in two years. The following information explains the companies that we think will be best suited
for ACHMI and its endeavors. We have come up with three statewide companies and one local
company that would make a good partnership for ACHM. Partnering with these companies
would benefit ACHMI and best utilize their time, services and money.
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Alabama Power
Alabama Power would be a good potential organization for The Alabama Community Healthy
Marriage Initiative (ACHMI) to partner with because they are about more than just electricity.
Alabama Power’s Web site states, “We're also working to make a difference in the lives of
Alabamians. We're involved in the development of our communities, the education of our young
people, and taking care of our elderly, needy and disabled.”
Alabama Power is all about the improvement of Alabama and its residents and so is ACHMI.
With the help of Alabama Power, ACHMI would be able to get involved in more community
projects, have more free relationship education classes spread their message to more individuals
in the state of Alabama.
Alabama Power Company600 North 18th Street
Birmingham, AL 352911.800.245.2244
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Energen Corporation
Energen Corporation’s headquarters is in Birmingham, Ala. and is a diversified energy company
that operates in an oil and gas exploration and a natural gas utility company. Energen works hard
to not only work in their communities, but to also become a part of its community. Energen gets
involved in many charitable fundraising programs such as: The Literacy Council Loft Tour, MS
Walk, YWCA flower sale and many more. Energen is always willing to give their time and
money to worthy causes across the state of Alabama.
Energen is a successful company and a company that has proven that they are willing to work
with nonprofit organizations. By partnering with Energen, The Alabama Community Healthy
Marriage Initiative (ACHMI) would have a successful company behind them that would be
willing to donate their time, services and money to ACHMI’s cause. ACHMI would also be able
to put their logos and statements in Energen’s newsletters, brochures and on their Web site.
Energen has a committee, the Contributions Committee, that would help decide how much time,
services and money to give to ACHMI, which would help ACHMI out in their endeavors to
teach every individual in the state of Alabama the tools and skills it takes to have a successful,
healthy and stable relationship.
605 Richard Arrington, Jr. Blvd. NorthBirmingham, Alabama
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35203-2707 (205) 326-2700
J&M Bookstore
J&M Bookstore would be a good local company for The Alabama Community Healthy Marriage
Initiative (ACHMI) to work with. J&M Bookstore is a well-respected organization in the city of
Auburn. It opened in 1953 and is the oldest bookstore in Auburn. J&M is built on tradition and
enhancing the Auburn community. Partnering with J&M Bookstore would give ACHMI more
opportunities to get involved in local events and would give ACHMI not only a true tie to
Auburn University, but also the city of Auburn.
115 South College StreetAuburn, AL 36830
(334)887-7007
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Books-A-Million
Books-A-Million was opened in Florence, Ala. in 1917 and has become the third largest
bookstore in the nation. Now headquartered in Birmingham, Ala., Books-A-Million has become
a favorite to many individuals in the state of Alabama. By partnering with Books-A-Million, the
Alabama Community Healthy Marriage Initiative (ACHMI) would be able to reach more people
not only in the state of Alabama, but also across the country. ACHMI would be able to host
events at Book-A-Million, post fliers, hand out brochures and most importantly have a well-
respected and extremely successful organization helping them in the venture to help improve the
relationships of couples across the state of Alabama.
402 Industrial Lane Birmingham, Alabama 35211
(205) 942-3737
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Pitch Letter
After compiling a list of potential partnerships and co-sponsors for ACHMI, we decided to create
a universal pitch letter for its use. The pitch letter would be sent out to all potential partnerships
explaining what ACHMI stands for, its goals for the state of Alabama and how partnering with
ACHMI would benefit its institution. At the end of the pitch letter, we included contact
information for potential companies to learn more information about possibly partnering with
ACHMI.
ACHMI could send this pitch letter to the companies that we have included as well as others that
it sees fit. We decided that ACHMI partnering with these potential companies would help
develop our theme of “Better Together” because ACHMI and the potential company would
equally benefit while helping families and those in relationships in Alabama.
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November 11, 2009
PersonPositionCorporationBirmingham, AL 35216
To Whom It May Concern,
The Alabama Community Healthy Marriage Initiative (ACHMI) is a partnership between Auburn University and several other state and local agencies who have come together to build and sustain healthy relationships and marriages throughout Alabama. ACHMI is funded by a five-year grant from the U.S. Department of Health and Human Services Office of Family Assistance.
Although efforts have been successful thus far, we are always looking to embark upon new educational and promotional opportunities, as well as make new business relationships. Because your business has a reputation of high standards and family-oriented interests, we would like to propose a possible partnership. ACHMI hosts several events across the state that promote couples and families coming together in a healthy and positive manner. Working together would not only allow your company to promote your business, but also make you a partner in bettering the relationships and marriages of Alabama.
Please consider working with our organization. Having a connection with your company could only add to the positive effect that ACHMI has on Alabama and its relationships. For more information please visit our site at www.alabamamarriage.org, or contact me at (334) xxx-xxxx.
Best Regards,
Sandy WilliamsAlabama Community Healthy Marriage Initiative (ACHMI)
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Evaluation
Based upon our objectives of further reaching the citizens of Alabama and getting them involved
with the organization ACHMI, we will evaluate our efforts through our "Better Together"
campaign. In order to reach these objectives we came up with specific tactics that we hope will
allow us to reach our ultimate objective. Our ultimate objective is to have citizens of Alabama
take advantage of ACHMI's free resources and attend free relationship education classes. Our
specific tactics, as stated in the Implementation section include: events, press releases,
entertaining videos, Auburn University club guideline, possible blogs for posting, radio
broadcasts, a new brochure for ACHMI, ACHMI cups, ACHMI T-shirts, ACHMI fliers, a new
ACHMI fact sheet, a holiday E-card, a detailed internship program, possible partnerships and co-
sponsors and a pitch letter.
Limitations
After reassessing our campaign “Better Together”, we have found some limitations that ACHMI
may be faced with while trying to implement our suggestions and tactics. Our main limitation is
our ability to reach every individual in the state of Alabama. Most of our tactics involve the use
of Internet access such as our website videos, e-cards and social media sites like Facebook and
Twitter. There are some areas in Alabama that do not have easy access to the Internet on a daily
basis, which makes it harder for those individuals to obtain the information in those resources.
Also, it is going to be difficult to reach Alabamians that do not live in the surrounding areas of
the family resource centers. Members that live in the areas of the family resource centers have a
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distinct advantage of obtaining ACHMI’s information and going to free relationship education
classes than others.
Of course, with every campaign a budget is attached. While we tried to create tactics that would
be inexpensive to ACHMI, future costs are impossible to predict. Financial matters should only
be a concern when developing and caring out event ideas. All other tactics, which minimum to
no cost, should not be affected by ACHMI’s limited budget.
Campaign Success
When determining the success of our campaign, several factors should be considered. The
clearest way to determine its success is to calculate the number of people that attend events and
free relationship education classes after our tactics are implemented. Another way to gage its
success relies on our clients’ ability to implement our tactics. Our campaign was designed to be
user friendly and adaptive. Likewise, ACHMI’s intern should track the website to calculate the
number of people visiting their online material daily. This includes ACHMI’s Web site,
Facebook and Twitter pages. In order to determine the success, ACHMI will need to document
Facebook, Twitter followers and Google analytics. Furthermore, after the campaign is put into
action, a second survey should be conducted and compared to our initial survey. If the campaign
is effective, ACHMI should see an increase in awareness and participation. These evaluative
criteria are easily accessible and immediate. Surveys, focus groups and calculations of free
relationship education classes attendance should be conducted every six months and recorded to
chart the impact of our campaign.
The only problem with collecting this data comes from the surveys. When conducting our
survey, we found that some people answer questions more than once and some not at all.
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Similarly, some people are unwilling to take the short time it takes to completely and honestly
fill out the survey.
Appendix AClient Analysis
Overview
Why does this organization exist?
The Alabama Community Healthy Marriage Initiative (ACHMI) exists to help promote and establish healthy relationships and marriages among couples throughout the state of Alabama. In order to attain healthy relationships and marriages, ACHMI provides resources and educational programs for youth and adults in Alabama. These resources and programs teach couples the skills and knowledge that are necessary to form stable and positive relationships.
What are the organization’s goals?
As a public relations campaign group that has met with representatives from ACHMI twice, we have gathered that ACHMI’s goal is to provide guidance for those in need of attaining a healthy relationship or marriage. We have also gathered that ACHMI strives to help couples that are engaged in relationships or marriages understand that communication and relationship skills can be taught. However, ACHMI’s goals that can be found on its website states, “ACHMI’s goal is to strength Alabama families by: raising public awareness of the importance of healthy, stable relationships and marriages for children, family and community well-being; increasing access to healthy relationship/marriages resources for all Alabama citizens and training community members and professionals in research-based education programs that strength relationships and marriages.”
What has the organization defined as the issue? Has it been defined as a problem or opportunity?
ACHMI has defined the issue of their organization to be getting individuals or couples that live in Alabama to sign up and take the courses that promote healthy relationships and marriages. The courses are taught in family resource centers located across the state to meet the citizens of Alabama’s needs. This issue has been defined as the problem because in order to see benefits of these classes, people need to take the classes to be able to see the results and measure their effectiveness.
What previous public relations efforts have been made?
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Over the past three years, many traditional and non-traditional public relations efforts have been made. In order to reach all citizens of Alabama, ACHMI launched a statewide campaign as well as a statewide billboard campaign through LAMAR. Representatives from ACHMI have also appeared as guests on television shows that have aired across Alabama. ACHMI uses its Web site to inform its audience of their courses that are offered. ACHMI uses a blog, newsletter, news releases and mailing lists to reach broader audiences. ACHMI has placed advertisements in magazines that are targeted toward those living in Alabama such as Alabama Weddings. In efforts to connect to teenagers, ACHMI has created a teen advisory board consisting of Opelika and Auburn High School students. Recently, ACHMI has been experimenting with social media such as Twitter and Facebook, but these are areas that ACHMI would like to enhance by reaching more prospective people who may be interested in what ACHMI has to offer.
How effective have these efforts been?
The public relations efforts that are mentioned above have been highly effective, but with an increasingly smaller budget for public relations each year, ACHMI would like to use social media in its efforts as well as other forms of public relations and marketing that have been implemented.
What are its current public relations efforts?
Currently, ACHMI has invested in setting up training dates for those who work at the eight statewide family resources centers where the courses are held. These trainings are held in order to teach each worker at the family resource center the basic principles of public and media relations and how to implement them. After these trainings, each person at the family resource center will have the knowledge to use public relations to promote each individual family resource center, ultimately driving more people to take these free courses to enhance their relationships and marriages.
What are its public relations needs?
As public relation campaigns students, we believe that there is a need for teenagers to be more informed about ACHMI and its purpose. Teenagers hear the word marriage in the title of this organization and automatically disregard it and believe there is nothing they can benefit from ACHMI’s resources. However, targeting teenagers will allow ACHMI to teach them what constitutes a healthy relationship, which will lead to healthier relationships and marriages in the future. In order to reach this demographic we plan to use social media and other non-traditional forms of public relations.
What does the client believe to be his/her public relations needs?
Although ACHMI sees the importance of reaching the teenage demographic through means of public relations, they also find it important to notify all Alabama citizens that relationship and
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marriage counseling is needed and can benefit those in the relationship as well as those who come in contact with the couple. ACHMI’s ultimate goal is to remind commissioners and public officials over the next two years through public relations means that ACHMI’s efforts have made a difference in the Alabama marriage and divorce rates. By reminding these official of ACHMI’s positive effect, ACHMI hopes that these classes will be able to continue after the funds have been depreciated.
What is the organization’s culture?
The leaders of ACHMI have established an organizational culture that shares the belief that relationships and marriages can be strengthened through courses that have been developed by professionals. ACHMI’s culture is also one that believes in laughter and a sense of humor to bring groups of people together to learn and benefit. By establishing an atmosphere that is inviting, ACHMI is able to use its resources to help couples across Alabama engage in healthier relationships and marriages.
What resources are available to this organization?
With ACHMI being a research-based project located on Auburn University’s campus, it has many resources at its disposal. For instance, ACHMI has access to the library located on campus as well as professors who are highly educated in this field. Not only are there numerous computers located in ACHMI’s office, but also each family resource center is equipped with flip cameras, allowing them to record videos and post them online.
Situation
Is this the first time the organization is dealing with a situation like this?
Since the organization formed three years ago, the organization’s main goal has been to get its name out to the public and make a brand for itself. The organization’s main goal now is to get people in Alabama to come to the courses offered in each area. While the organization has been successful with getting its name out to the public, the public is still not responding to the free classes that are held. While this has been a problem over the last three years of the organization’s conception, it is most prevalent now that it has been branded.
What is the cause of this situation?
The main cause of this situation is the lack of time in people’s lives. Most people do not have the time to sit down and take a course on marriage when they have a job and a family to provide for even when the classes are free and childcare is provided in some areas.
Does the situation involve the organization’s relationship with any other groups?
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Other organizations are still responding positively by matching dollar for dollar on what the organization spends on things like advertising, tickets packages, course materials, etc, even though ACHMI is not getting the turnout it would like.
How important is the situation to the organization’s mission?
The situation is very important to overall mission of the organization. If people do not take the courses offered by ACHMI, the organization will not be able to self-sustain itself. If people do not take the courses offered, organizations will stop offering its resources and ACHMI will no longer exist once the five-year grant is up.
Does the organization have any existing research about the situation?
ACHMI is obligated by law to keep detailed records of the results of its mission. It records the divorce rates, the child abuse rates, the domestic violence rates, as well as many other statistics of each year. ACHMI is able to lower these statistics by reaching more people across Alabama.
Internal Environment
What communications resources are available?
Communication resources within the environment are vast, including publications, Internet, all types of social media and video equipment. All of these communication tools are used to aide in promoting ACHMI and its intended messages.
What sets your service apart from your competitors?
Unlike other relationship development organizations, ACHMI is statewide and spread out. Furthermore, their services are free and are not agenda pushing. ACHMI reading material and education is intended for all ages and relationships of all kinds, not just marriages.
How will the services change in the next three years?
Although it will almost undoubtedly continue to grow with success rates and attendance, the grant only has two years left. It will be interesting to see if efforts and interests will continue to rise or stay consistent when the money source changes.
External Environment
How competitive is the external environment of our organization?
The external environment for ACHMI is fairly competitive given that there are many counseling and therapy services, especially those based around marriages and relationships, in Alabama.
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What does the competition offer that you can or do not?
Some of these competitors have a bigger fund for public relations, marketing and advertising services. Since many of them are their own businesses, they aren’t under a grant that will end in a couple of years and their money isn’t destined to run out at a certain time.
What groups exist with a mission to resist or hinder what your organization does?
As far as we know, there are no groups that are trying to hinder ACHMI’s efforts. It exists to promote healthy relationships for all people across every demographic. It is not favored toward race, religion, sexual preference, etc. Groups such as the Boys and Girls Club and Project Uplift have been trying to work with ACHMI in achieving its goals and help them out in any way possible.
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Appendix BSurvey Findings
After creating the attached survey, our group passed it out to many members of the Auburn
community including students, faculty and residents of Auburn. We collected 40 surveys and
compiled the data to better help us assess the needs of the Alabama Community Healthy
Marriage Initiative (ACHMI). With the information found throughout our thorough research,
surveys and conducted focus group, we were able to choose strategies and tactics to best inform
ACHMI's public. Through our chosen strategies and tactics, we hope to create a successful
campaign that can help ACHMI now and in the future.
Note: The data stated below may be incorrect due to participants in the survey circling more than one answer to a question or leaving particular questions unanswered.
When participants in the survey were asked:
Have you ever heard of the Alabama Community Healthy Marriage Initiative?22% answered yes78% answered no
Would you attend a free relationship education class?35% answered yes65% answered no
Do you feel like a class could benefit your relationship?65% answered yes35% answered no
Are you aware that relationship education can benefit your children?81% answered yes16% answered no
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Are you aware that you can learn communication skills?84% answered yes16% answered no
Do you know the difference between education and counseling?84% answered yes16% answered no
What do you think the current divorce rate of Alabama is?8% answered 40%46% answered 57%32% answered 71%14% answered 98%
Where would you go if your relationship/marriage was in trouble?30% answered clergy0% answered websites30% answered therapists59% answered family1% answered other
Would you download relationship education resources from a credible website?52% answered yes48% answered no
Would you watch an online short film on "relationship smarts" if it were available to you?44% answered yes56% answered no
Do you know anyone who has attended a relationship or marital education class?63% answered yes33% answered no
What is your relationship status?2% answered single65% answered relationship11% answered engaged22% answered married
How long have you been in this relationship?43% answered 0-2 yrs.
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24% answered 2-4 yrs.14% answered 4-6 yrs.6% answered 6-8 yrs.5% answered 8-10 yrs.8% answered 10+ yrs.
Is this your first serious relationship?32% answered yes68% answered no
How well do you know your significant other?0% answered poor0% answered moderate33% answered well67% answered very well
Have you ever been involved in an abusive relationship, physical or verbal?14% answered yes86% answered no
How satisfied are you with your relationship?0% answered very dissatisfied0% answered dissatisfied6% answered neither satisfied or dissatisfied35% answered satisfied59% answered very satisfied
How often do you and your significant other argue?23% answered never71% answered sometimes6% answered often0% answered always
How well do you and your significant other communicate?0% answered poor6% answered moderate52% answered well42% answered very well
Do you consider yourself to be a healthy communicator?92% answered yes
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8% answered no
Do you consider yourself to be a healthy listener?86% answered yes14% answered no
Do you consider your partner to be a healthy communicator?85% answered yes15% answered no
Do you consider your partner to be a healthy listener?93% answered yes7% answered no
How important do you think it is for a couple to have premarital counseling before getting married?7% answered not important26% answered somewhat important11% answered neither30% answered important26% answered very important
Do you and your significant other have any children together?11% answered yes89% answered no
Do you have any children from a previous relationship?3% answered yes97% answered no
Does your significant other have children from a previous relationship?8% answered yes92% answered no
What is the status of your parents' relationship?57% answered married32% answered divorced3% answered separated6% answered widowed2% answered other
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What is your age?mean=27median=23mode=22
What is your gender?27% answered male73% answered female
How would you classify your ethnicity?86% answered Caucasian/White2% answered Asian6% answered Black6% answered Hispanic0% answered other
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Appendix C Focus Group Transcript
Mediator: Just in case you didn’t get our names, I’m Amy, this is Kelsey and this is Hillary. I appreciate you all coming. First of all, we want everyone to get to know each other. Could you say your name, what your major is and what type of relationship you are in; engaged, married, dating, etc.
Rachel: Hey, I’m Rachel Murphy. I’m a public relations major. I’m a senior and I am engaged.
Mary: Hey, I’m Mary. I’m a senior and a public relations major. I’m in a long distance, long-term relationship.
Jessica: I’m Jessica Johnson. I’m a senior in Radio/Television/Film and I’m in an almost a year long relationship.
Lynn: I’m Lynn Mullen. I’m a first year grad student in communication. I’m in a long distance, long-term relationship.
Mediator: Have any of you ever heard of The Alabama Community Healthy Marriage Initiative, or ACHMI?
Everyone: No
Mediator: That’s our client. It’s located in the old forestry building. Even though it has the word marriage in it, it’s just about helping make relationships healthy. They teach free classes. They have a teen section that they do. So building off that, does anyone have any idea what the divorce rate is in Alabama?
Participant: I know it’s high, but I’m not sure the number.
Mediator: Alabama actually has the second highest divorce rate behind Mississippi. It is 98 percent so obviously classes and intervention is needed, which is why we are asking you these questions to help them get information. If you heard of a free relationship education class do you think you would go to it?
Mary: I probably wouldn’t take a class.
Lynn: If I thought my relationship was that bad that I thought we needed to go to a class, I’d probably call it quits.
Rachel: My mom made me go. It was good because you had someone older there to talk to that wasn’t your parents and you can hear what they have to say. And it’s not that my relationship
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was bad because obviously I’m engaged but I went there and it wasn’t a free session or anything, but it really helped because we touched on topics that we hadn’t touched on before because we weren’t married or anything, but it really just helped to open up other conversations. I thought that it really helped. We actually took a compatibility test just because usually in engagements and stuff like that you have to do that anyway. And it also just showed us how compatible we were together. And it taught us how to talk about stuff like budgeting because we had never talked about that and that’s a big part of marriage.
Mediator: What would you all say is the difference between relationship education and relationship counseling, or do you think there is a difference?
Lynn: I think counseling implies a problem and education is just facts or awareness.
Rachel: I think it’s kind of the same.
Jessica: Yea, I do too. If you get married through the church you are going to go through marriage counseling with a minister and obviously your relationship isn’t failing if you are meeting with a minister so I think it is just to maybe bring things to your awareness.
Mediator: Do you think your partner would go with you to a free relationship education class?
Everyone: No
Mary: I mean, if it was through ACHMI probably not, but if it was through the church or something like that he would.
Mediator: Do you think your relationship would benefit from a relationship education class?
Jessica: I think it could. Me and Brandon are just really open to anything as far as learning more. Both of us have wanted to get involved in a Sunday school class and I know this is something that both of us could get involved in and benefit from too.
Rachel: And it also helps with, if you get in little bitty fights and stuff like that that are completely ridiculous, you have someone in the middle to say ok you might not want to be saying this or you don’t need to be doing this and this is how you can take care of this, and long distance always causes little tiffs and stuff. So I really think that helps too because you can sit back and think. He said don’t ever argue at night. He said it’s the worst thing you can do because then you go to bed. Advice like that is really, really helpful.
Mediator: Kind of building on that, how well do you think you communicate in your relationship?
Everyone: Very well
Mediator: Do you feel like you argue often? Everyone: No
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Mediator: What are some little arguments you have?
Jessica: I know it’s definitely the little things. We’ve never had a big issue with me and Brandon. Last night, he rolled over without saying good night and I asked him why he rolled over without saying good night and he said, why does it matter? Then it ended up being a back and forth and I rolled over and didn’t say anything and he said well lets just talk about this and I told him I didn’t want to talk about it. So we sat there for a while and talked about how I didn’t want to talk about the fact that he rolled over. But it’s something little like that. And at night is the worst time because I was just ready to go to bed.
Rachel: Yeah, they say if you are about to go to sleep to not ever get in an argument because then it will turn into something bigger because you are both tired. That’s something you need to hear from somebody else because how are you suppose to know.
Mary: Dan and I have this one on-going argument. When we started dating he told me he used to dip, but that he doesn’t dip anymore and I find it repulsive. So for the first few months we were dating he didn’t dip at all. Now, I find out later that he was, he had stopped but he would do it randomly at chapter or when he was hanging out with his friends when I wouldn’t know. Then I found out, and now when he gets drunk he’s like, ‘Oh, I’ll just take one dip; she won’t know.’ So, my rule is that if he dips then I don’t kiss him for the rest of the night. So when he dips I tell him you chose dip over me. That’s the biggest thing that we fight about.
Rachel: I’m really bad about calling him back. I’ll just be heading somewhere and I’ll tell him I’ll call him on my way there and then I’ll just forget and I’m just like oh my gosh, I’m so sorry I forgot because I’m really forgetful and he’ll just say something like, you are just like your mom anyway because my mom forgets too. I get so frustrated but he is like no it’s true you are forgetful. That hasn’t happened in a long time, but that’s just one of the little things we used to get into.
Mediator: Well, let me ask what you think specifically Rachel, do you think that it is beneficial to take a relationship education class before you are married?
Rachel: Actually, we did this before we were engaged. Because I guess, what’s the point of getting that far without seeing? So, we went ahead and at first I thought it was weird; I was like mom we aren’t even engaged yet and she was like I know but y’all are talking about it. So we did it and we really enjoyed it because we just started talking about more stuff. So, I think it is a good idea.
Mediator: We’ve talked about communication skills and listening skills; do you think you can learn communication skills?
Jessica: I just think guys and girls are so different that if you are in a relationship you need to know how you both communicate. So that if you did go to a class you could say ok this is how you normally approach things and this is how I normally approach things, now lets find a happy medium. We all have different ways of approaching things, maybe a class would help.
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Lynn: I think a class would be more pertinent in the beginning of a relationship because Will and I have been dating for three years so I feel that if we can’t communicate by now it’s something more than just like a new tactic, it’s a problem. It would be more beneficial I think in like the first six months when the honeymoon period is getting over.
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Appendix DContingency Plan
Additional Tactics for ACHMI to Implement
Brewton Mailer
Because Brewton is such a small town, it is much harder to reach the residents there than it is in
the surrounding areas. In addition, some of the residents in rural areas such as Brewton do not
have access to the internet where they can learn about ACHMI and its free classes. After
ACHMI expressed this problem to us, we tried to think of ways to fix the problem. To avoid any
information obstacles, ACHMI could send a direct mailer just to the residents of Brewton. The
mailer would contain up-to-date news and class schedules.
E-mail Reminders
Another idea that we came up with is to send E-mail reminders to anyone who has attended any
of ACHMI’s free education classes. Whenever someone comes to a class their name is added to
a list that will make them eligible to receive e-mails that would include the schedule of classes
for that month that could be used as a reference. The e-mail would also include any up-to-date
news that ACHMI would like to share.
Newsletter
Similar to the mailer and the reminder emails, our group wanted to update ACHMI’s current
newsletter. The newsletters would be sent monthly to those who may not have e-mail, but are
still interested in attending ACHMI classes and receiving news updates. Another idea that we
thought could be included in the newsletter, is a section that tells a short story about a couple that
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is involved with ACHMI or has attended classes in the past. The short story would include a
brief biography of the couple, their relationship and their connection to ACHMI.
Speaking Events
Another possible way for ACHMI to spread the word about their organization and message
would be to organize speaking events across the state. A representative could travel to public
forums such as churches and schools to educate members of the community about what ACHMI
does and where classes are held.
Strengths/Weaknesses
Although we were unable to employ these ideas mentioned above, each tactic has strengths and
weaknesses. A strong characteristic of these tactics is their ability to help ACHMI reach an
audience that it may not be able to otherwise. Also, the cost of each of them is low to medium
and could help bring more attention to ACHMI’s online materials. One of the weaker
characteristics of these ideas is that they are all similar. The few couples that are able to receive
information through each of these tactics could possibly fall victim to information overload. We
were unfortunately unable to see each of these ideas through to completion; it is our hope that
ACHMI will consider the benefits that could come from executing them.
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