Lee County Literacy Coalition “SCRABBLE® for Literacy”

PRCM 4090 Dr. Lauren Smith

Fall 2010

Kendalle Crow Erin Edwards Whitney Hicks

Lauren Mullican

Dear Mrs. Sue Edge, The following is a campaign proposal that has been prepared for the Lee County Literacy Coalition. We have worked together to devise a plan that is affordable and feasible for the LCLC to implement. The goal in creating this campaign is to raise funds for the LCLC while also creating and raising awareness for the LCLC. We are confident that if the LCLC follows our plan then there will be positive results for the organization. We would like to thank you for taking time out of your schedule to explain to us your goals for the LCLC and for providing us with as much information as possible on the organization to ensure that we had a full understanding of your expectations. You have allowed each of us to gain valuable hands-on experience while building this campaign that will be of great help to us in our future public relations endeavors. We have truly enjoyed working with you and hope you the best in the future of the LCLC. Please feel free to contact any of us if you have any questions. Thank you, Kendalle Crow Erin Edwards 916-872-7489 334-494-3973 kleecrow@gmail.com erin.edwards21@gmail.com Whitney Hicks Lauren Mullican 334-207-9241 706-313-6329 hickswd88@gmail.com mullijl@gmail.com

Table of Contents _______________________________________________

I. Executive Summary……………………………………………………………….......page 1

II. Introduction……………………………………………………………………….………page 2

III. Situation Overview………..…………………………………………………………...page 3

a. Client Analysis………………………………………………………………………page 3

b. Public Analysis………………………………………………………………………page 6

c. Situation Analysis………..…………………………………………………….....page 8

IV. Research……………..…………………………………………………………………...page 11

a. Primary Research…………………………………………………………………page 12

b. Secondary Research……………………………………………………………..page 13

c. Competitive Research…………………………………………………………..page 15

V. Planning….……………………………………………………………………………….page 17

a. Goals, Objectives, Strategies & Tactics…………………………..……….page 17

b. Secondary Strategies……………………………………………………..…….page 20

c. Literacy Week………………………………………………………………………page 21

d. Crisis Management Plan……………………………………………………….page 29

VI. Evaluation………………………………………………………………………………..page 31

VII. Implementation…..…………………………………………………………..……….page 34

a. Lee County Literacy Coalition Materials………………………………...page 35

b. Literacy Week Materials……………………………………………………….page 52

c. SCRABBLE® Tournament Materials……………..………….…………..page 69

VIII. Recommendations…………………………………………………………………….page 78

IX. Conclusion…………………………………………………………………………..…..page 85

X. Appendix……………………………………………………………………………………………i

a. Appendix A – “Works Cited”………………………………………..……………….. ii

b. Appendix B – “LCLC Data”……………………………………….………...………..iv

c. Appendix C – “Survey & Results”……..………………………………….............vi

d. Appendix D – “Press List”……………………………………………..………………xi

e. Appendix E – …………………………………………………………………...………disc

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Executive Summary According to the PRCM 4090 syllabus, Public Relations Campaigns is a course designed to be a capstone course focusing on applying communication and public relations research and theory to a real client‘s public relations situation. Students are assigned a client to work with in developing an original public relations campaign for the client. The goal of the course, as stated in the PRCM syllabus, is to ensure that students will be able to clearly understand the connection between communication theory and ―real world‖ applications. Other goals are to understand the basis of conducting a client analysis, how to identify and analyze a target public, how to develop a workable campaign strategy toward an organization‘s target public(s), how to work as a member of a project team and produce a campaign that will meet the needs of the client. The Lee County Literacy Coalition (LCLC) was assigned to the PRCM group comprised of Kendalle Crow, Erin Edwards, Whitney Hicks and Lauren Mullican. The LCLC is a volunteer, nonprofit United Way agency dedicated to providing free, one-on-one tutoring to Lee County, Alabama citizens. The LCLC hopes to grow the organization‘s awareness throughout the community as to attract potential learners in need of its services and to raise the necessary funds to continue its mission in providing its services free of charge to its target audience. After careful consideration of the client‘s needs and the current situation of the organization, an overall awareness campaign centered around a fundraising event was decided as the best strategy for the client. The campaign seeks to assist the LCLC in implementing changes that will raise its awareness in the surrounding communities, in addition to incorporating a week long fundraiser to gather the necessary funds needed for the LCLC to operate and reach its desired future goals.

Research was conducted by utilizing many primary and secondary measures. Necessary information needed about the client was made available to the group by the LCLC‘s current director Sue Edge, as well as the former director Debby Jahera. Additional research was done by the internet to gather more general information about the issue of literacy and to conduct competitive research on other literacy organizations. Survey research was conducted by the PRCM group by drafting and distributing surveys throughout Lee County at various locations to target specific publics.

Taking the available budget, survey results, gathered research and prior knowledge of the LCLC into consideration the PRCM group developed a campaign primarily through print, special event and new social media tactics. Creating a new logo and tagline for the LCLC was done in order to give the organization new life in the public eye when promoting its awareness. New media kit components were also created for the LCLC in efforts to reach out to the local community and its primary publics.

Through the utilization of this campaign, the PRCM 4090 group believes the Lee County Literacy Coalition can successfully achieve its goals.

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Introduction The primary mission of the Lee County Literacy Coalition is to promote literacy and to provide learners with free instruction through volunteer tutors. Learners in need are provided with tutoring services in reading, math, writing, basic skills and preparation for the GED certificate and Alabama‘s High School Graduation Exam. Instructional materials are provided free of cost to learners. The LCLC is principally funded by United Way. Additional funding comes from independent and corporate grants. The LCLC depends highly on donations and fundraising efforts. Budget was the highest priority for the PRCM group in designing the LCLC‘s campaign because of the financial situation of the nonprofit organization. The PRCM group first developed the bulk of the campaign featuring weeklong fundraising events. Tools and tactics were developed to stay budget-friendly and for long-term future use. A literacy week ending with the ―SCRABBLE® for Literacy‖ tournament was created and incorporates various fundraising events. These events will be held by the LCLC throughout the week while simultaneously promoting awareness for the organization. The planning and promoting for the literacy week has been laid out step by step to ensure a smooth setup for the LCLC. Rationale behind the campaign strategies are explained and evaluated as to better help the LCLC understand why the PRCM group believes the campaign will assist them in achieving the desired goals. An extensive media kit was also created. The media kit includes a new, enhanced logo and tagline for the LCLC to assist in the campaign efforts as well as future endeavors. The PRCM group included recommendations to better enable the organization to continue increasing its awareness and budget through fundraisers and local outreach.

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Situation Overview

Client Analysis Campaign Opportunities In light of the current economic situation, the LCLC is looking to increase its funding outside of grants and donations. The LCLC has the opportunity to simultaneously raise the funds needed while creating opportunities for public and local media outreach to raise the organization‘s awareness. About the Client and Client History The LCLC was incorporated in 1989 and became a United Way agency in 1990. The mission of the LCLC is to promote literacy and provide free instruction in basic literacy for adults, youths and families. As an organization that is aware of its surrounding communities, the LCLC also partners with county social service agencies to encourage and enhance learner development and success. The LCLC incorporates numerous learning strategies for individuals who may prefer an alternative to the typical adult education classroom. Over the years, the LCLC has worked with hundreds of learners and volunteer tutors who have taught adults how to read, pass the GED certificate test and Alabama‘s High School Graduation Exam, as well as help individuals achieve their personal learning goals. The LCLC provides all instructional materials free of cost to learners and attempts to match learners with tutors living or working in the same area. By partnering with local businesses and organizations, the LCLC is able to receive referrals and convenient meeting spaces for tutors and learners. Client Goals The overall goal of the client is to raise funds while also raising awareness throughout the local community. The informational goals are to inform citizens of the surrounding communities, relevant businesses and local media about the LCLC and the services the organization provides. The attitudinal goals are to form positive attitudes throughout the community about literacy and the LCLC and to reinforce the positive attitudes already held. The behavioral goal is to engage citizens of the surrounding community in fundraisers in order to increase funds and raise awareness in attempts to reach target publics. Client’s Perception The client believes it has not utilized all the resources available to it and that its budget significantly limits its communication resources. The LCLC would like to implement public relations in the hopes of significantly increasing its potential outreach and fundraising opportunities. The target audience of the LCLC are those who are illiterate or seeking other

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learning needs and are generally of low income. The LCLC believes it is difficult to reach those who need its services because these people are usually quiet about their learning difficulties and possibly embarrassed to come forward for assistance. Past Public Relations Efforts In the past, the LCLC has made minimal public relations efforts. The public relations efforts that were utilized were performed to the best of the organizations knowledge and ability. The LCLC‘s limited efforts have been a result of budget and time constraints. The LCLC is volunteer-based and relies greatly on its volunteers‘ time to accomplish many of its goals. Strategies used in the past to reach its primary audience have been limited because of the LCLC‘s very minimal budget. Past communication efforts have included informational booths at public locations such as the Village Mall, Walmart and the Lee County Fair. Other tactics that have been used are a website, social networks and publications such as digital newsletters. However, the LCLC is supportive of any public relations efforts that can assist the organization in its growth. Because of its positive stance on public relations, the LCLC approached Auburn University to acquire a low budget public relations campaign. Practitioner’s Perception of Needs Because of the limited public relations efforts made in the past, research needs to be conducted to better understand the local public and to gain more knowledge on possible routes for outreach opportunities and fundraising. The PRCM group believes a broader outreach can be achieved by involving the local community through an event that operates simultaneously as a fundraiser for the LCLC. Through some changes to the LCLC‘s image and utilizing new local outreach efforts the PRCM group believes the LCLC can raise its level of awareness in the community and raise needed funds. The target publics of the LCLC need to be informed about services the organization provides. This can be achieved by delivering facts through innovative approaches to catch the target public‘s attention. Messages need to be presented clearly and effectively. The target publics will want to know why they should take advantage of the LCLC‘s services and how in doing so they can be successful in achieving their personal goals. Client’s Perception of Needs The client believes the LCLC needs to incorporate a new outreach strategy to promote awareness as well as acquire more funding to continue to provide its learners with the free services. The LCLC has made some progress in the past years; however, the organization acknowledges some new ‗life‘ is needed to reach its full potential.

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Client Culture The client‘s internal culture is focused on working towards a vision but is lacking in clear and concise strategies to reach these goals. The lack of clarity presented a challenge in developing the campaign; however, the LCLC is very open to changes that will assist it in reaching its current and future goals. The limited resources and time allotted for the campaign played a role in every step of the campaign process. Budget There is a very limited budget for this campaign. The LCLC is primarily funded by the United Way, but also receives some funding from grants, memberships and donations.

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Public Analysis Major Publics The LCLC has two distinct target audiences that the organization wishes to reach. The two audiences are those who are illiterate and those who wish to pursue their GED certificate. In the future, the LCLC would like to attract more volunteers and donations from the local community. The primary publics of the LCLC are current and potential learners in the Lee County area. The LCLC‘ s hopes to increase its awareness so that potential learners who are in need of its free services are better informed of the options available to them. Through raising awareness the LCLC believes word will be passed on to those in need. Currently, the LCLC serves approximately 135 learners, and the portion of Lee County residents that are illiterate stands at a dismal 17 percent. Through awareness the LCLC seeks to attract its secondary publics, which are potential volunteers and donators throughout the community including local businesses. Currently, community involvement with the LCLC does exist, but at a minimal rate. Tutors are usually retired teachers, students or faculty from Auburn University.

Producers United Way currently helps fund the LCLC so that it is able to produce services and materials for their learners; however, the funding is minimal. Grants are also a major source of money for the LCLC. Over the past years the LCLC has not had the funds needed to prosper at its fullest potential. In the near future the LCLC hopes to increase its ability to provide more services and materials to learners in need through fundraisers. Enablers An opinion leader in close relations with the LCLC is Tara Lanier. Lanier is the communication specialist for the Auburn University College of Veterinary Medicine and an officer and member of the East Alabama Chapter of the Public Relations Council of Alabama (EAPRCA). Every summer the EAPRCA hosts a spelling bee for the LCLC to raise funds and usually raises approximately $4,000. Lanier has agreed to partner with the LCLC for the ―SCRABBLE® for Literacy‖ fundraiser and work to recruit volunteers for the event. Local media and businesses are an invaluable source for the LCLC. Local newspapers and radio stations are valuable outlets for raising awareness through news releases and public service announcements (PSA). The press releases for literacy week and the PSAs for the LCLC can be found in the respective media kits. Another major enabler for the LCLC is the United Way. The United Way must approve new tactics and fundraising activities before the LCLC is able to put the plans into action.

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Limiters The LCLC‘s target audience is difficult to reach because of the limitations of an illiterate audience. Getting the word out to such an audience is a challenge for the LCLC mainly because of the limited channels accessible to those who have trouble reading. The lack of knowledge and information available to this audience about where to seek services beneficial to their learning goals is also a challenge. The biggest challenge facing the LCLC and its public is targeting its illiterate audience who may not have access to resources or be knowledgeable about the LCLC and the services offered. This target public is often embarrassed by its lack of reading skills and can feel ashamed coming forward for help. Many are low-income and often juggle more than one job to get by. This leaves little time for them to focus on continuing or improving their education. Many are also scared away by the overwhelming amount of learning material and the learning process itself.

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Situation Analysis Opportunities Available to the Organization The LCLC has an opportunity to grow and to attract more learners, volunteers and donations by utilizing its current situation as a public relations opportunity. By initiating a public relations campaign, the organization holds the potential to increase its outreach and funding. By pooling its resources and implementing a high level of organization, the LCLC can reach its goals. Local partnerships with the EAPRCA, Auburn University and local media outlets are of vital importance in order for the LCLC to succeed. With the literacy rate of Lee County showing that 17 percent of the population is illiterate, the LCLC has the opportunity to make an impact. The public‘s current lack of awareness about the LCLC can be changed through outreach. This outreach has the potential to successfully reach the 17 percent of Lee County citizens who stand to benefit from the LCLC and its services. Obstacles Impending the Organization The biggest obstacle facing the LCLC is the organization‘s limited budget. Some funding comes from the United Way, grants and donations; however, the budget is stretched to its limits in order to continue providing free services and materials to learners. The communication resources available to the LCLC are scarce. The organization would like to implement public relations efforts to grow its outreach, but the budget available to do so is minimal. An additional obstacle for the volunteer based LCLC is the lack of man power to operate larger outreach efforts, as well as the organization‘s lack of current research and knowledge of budget-friendly public relations tools. Ethics Involved in the Organization The LCLC takes the anonymity of its learners very seriously. No information that could possibly make the learner uncomfortable or apprehensive about continuing their learning sessions at the LCLC is requested. Generally, the only information collected about the LCLC‘s learners is their age range, gender, race and culture. Information on the learners is not shared outside of the organization. Risk Management The LCLC faces the risk of investing time into a campaign that may not yield the results the organization wishes for. However, since the budget for the campaign is minimal because of the LCLC‘s limited funds, the possible rewards outweigh the risks.

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Potential Issues Facing the Organization The Lee County Literacy Coalition could face potential issues if it does not receive the needed funding from United Way or grants for which the organization applies. The LCLC must compete with other United Way agencies for funding. Donations account for only a percentage of the funds the LCLC needs to operate, and too much of a budget cut could put the LCLC in a situation where it is unable to recover. However, by focusing on fundraising efforts the LCLC can utilize other strategies to raise the necessary funds. Situation Facing the Organization Lack of public awareness for the LCLC is a pressing situation for the organization. The lack of awareness is not a new hurdle for the LCLC, and because of this, raising necessary funds is a difficult task. Funds are not only needed for supplies, but are also needed to implement an outreach plan to increase awareness. The LCLC is reaching an imperative point where awareness is necessary to propel the organization further. Background of the Situation The primary cause of the situation can be traced back to the lack of funds and lack of man power because the LCLC is volunteer based and not-for-profit. In the past, directors have struggled with how best to accomplish their goals with a small budget and a small backbone of support. This in turn has affected the publics in which the LCLC would like to reach out to, including Lee County residents who are illiterate or who need assistance in obtaining their GED certificate. Significance of the Situation Benefits provided by the LCLC are tremendous in that learners are taught by volunteer tutors free of charge along with receiving any additional instruction materials at no cost. The skills learners acquire through their tutoring sessions are valuable life skills. If outreach does not increase, as well as funds, the impact of the LCLC will remain stagnant or could decrease. However, if the LCLC is able to increase its budget and expand its organization‘s awareness and outreach, its services have the potential to greatly increase their impact. Limitations There were limitations throughout this campaign that hindered the ability of the PRCM group to engage fully in some areas of the campaign. The biggest limitation for the campaign is the limited budget of the LCLC. If a larger budget was available, more action could be taken to inform the specific audiences and to reach the LCLC‘s goals. One of the reasons for such a limited budget points to the lack of awareness and donations made to the organization. Although the budget is an issue, the LCLC acknowledges that public relations is a valuable asset to raise awareness, which in turn would increase tutors, volunteers and ultimately funds.

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An additional limitation was the lack of staff working for the LCLC. The PRCM group acted as the public relations team for the organization and designed the campaign without any prior public relations guidelines from the LCLC. Pulling from prior knowledge and surveys and research conducted by and for the organization, the PRCM group determined the most sensible strategies in which the LCLC could implement public relations in the organization. The PRCM group had a difficult time gathering all the information necessary for the campaign because of the lack of primary research currently held by the LCLC. This resulted in a limited knowledge of the target audiences. A survey was developed by the PRCM group with the goal of obtaining the most current views and perceptions of all age groups and genders within the Lee County area.

A majority of the completed surveys came from one gender and one zip code. As the research was conducted and results were sorted, the PRCM group discovered that the local community is not familiar with the LCLC or the services that it provides. A lack of involvement and responses to the survey was another limitation. More participation may have been possible if the surveys were conducted over a longer period of time and in a wider range of locations throughout Lee County.

The culmination of the limitations affected the outcome of the campaign‘s research and subsequent design.

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Research Purpose The primary research for this campaign was a survey of Lee County residents. The purpose of the survey was to determine the current awareness status of the LCLC among current residents. Conducting the survey research gave the PRCM group a better understanding of the necessary efforts the LCLC will need to make in order to expand its outreach and increase its awareness. The survey results also shed light on the possible percentage of those in Lee County who are in need of the LCLC‘s services. Secondary and competitive research was conducted via the Internet on the general issue of literacy and other literacy coalitions. The PRCM group researched other coalitions‘ websites in order to gain more knowledge on literacy and gather ideas for possible strategies. *The works cited for all primary and secondary research conducted can be found in Appendix A.

In addition, the PRCM group also obtained background information on the LCLC and Lee County from the LCLC director, including available data LCLC held on past and current learners from 2009 through 2010.

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Primary Research To assist in the PRCM group‘s research, the LCLC provided the PRCM group with as much background information on the LCLC as possible including data available on the organization‘s learners beginning in 2009. The only research that was conducted by the LCLC was determining the number of learners that utilized the organizations services in the past two years. This includes students‘ age, race and culture. The data provided found that during 2009 the organization served on average 163 learners per quarter, and more female learners sought out its services than male learners by 20 or more per quarter. During the first two quarters of 2010 the LCLC has served 117 learners on average. However, during the first quarter of 2010 the female to male ratio was 50-to-50. During the second quarter the LCLC had only one more female learner than male learners. For both the 2009 and 2010 data, the majority of learners fell in the age range of 19-to-49. *Tables of the data provided by the LCLC can be found in Appendix B.

Survey Design and Procedure The PRCM group developed survey questions based on what was deemed to be the most important aspects in regards to the Lee County community. The survey created by the PRCM group is a half-page survey with Likert scale, close-ended and demographic questions. The Likert scale questions ask participants to gauge their awareness of the LCLC and the services the organization provides. One on the scale represents ―not at all familiar‖ and five on the scale represents ―very familiar.‖ Participants were then asked if they were familiar with the services provided by the LCLC and if they personally knew anyone who could benefit from the LCLC‘s services. Demographic questions addressed age, gender and zip code and were followed by the option of providing contact information. The surveys were designed so that the LCLC can track the future rate of awareness to aid in future decisions. *The survey is listed along with charted data of the results are in Appendix C.

The surveys were distributed at the Auburn and Opelika public libraries, Winn Dixie on S. College St., the Salvation Army, Goodwill, Books-A-Million and the Opelika Parks and Recreations Center. Survey Participants and Results The total amount of surveys collected was 113. Of the participants, 70 percent were female and were between the ages of 18 to 84. All participating zip codes were from Lee County. Out of the 113 surveys, 55 percent were not at all familiar with the LCLC, 15 percent were slightly familiar, 10 percent were somewhat familiar, 8 percent were moderately familiar and 10 percent were extremely familiar. Of the participants, 27 percent were familiar with the services provided by the LCLC and 72 percent were not. When answering if they knew anyone who is illiterate or could benefit from the LCLC‘s GED certificate preparation services, 30 percent of participants answered yes and 70 percent answered no.

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Secondary Research

Literacy Statistics in Alabama, the United States and worldwide According to literacy facts from the National Assessment of Adult Literacy (NAAL), literacy is defined as ―using printed and written information to function in society, to achieve one‘s goals, and to develop one‘s knowledge and potential‖ (U.S. Department of Education, 2007). The NAAL also said that 22 percent of adults were below basic literacy level, which indicates they possess no more than the most simple and concrete literacy skills (U.S. Department of Education, 2007). Two-thirds of students who cannot read proficiently by the end of the fourth grade will end up in jail or on welfare. The juvenile court system says that 85 percent of juveniles who end up in the court system are functionally illiterate. Statistics also show that more than 60 percent of all prison inmates are functionally illiterate (U.S. Department of Education, 2007). Statistics have demonstrated that tutoring and teaching reading skills is one of the best ways to exercise an aging brain. Studies have been conducted that show results in which older men and women who volunteer to tutor others in reading proficiency skills reaped the benefits in terms of their brain‘s function (U.S. Department of Education, 2007). According to the UNICEF, nearly one billion people will enter the 21st century unable to read a book or sign their names, and two thirds of those people are women (UNICEF, 1999). Many of the United States facts on literacy culminate to show that literacy is a learned behavior passed down to children by parents who are literate. Illiterate parents also pass along their inability to read or write to their children. Statistics from the U.S. also say one in four children grow up unable to read in the U.S. and that 90 percent of welfare recipients are high school dropouts with low literacy skills (U.S. Department of Education, 2007). According to the Humboldt Literacy Project from the National Institute for Literacy, more than 20 percent of adults read at or below the fifth grade level. The National Adult Literacy Survey found that over 40 million Americans ages 16 and older have significant literacy needs. Additional facts resulting from the Humboldt project show a relationship between literacy and poverty. The results from the project concluded that 43 percent of people demonstrating the lowest literacy ability live in poverty. Seventeen percent of people with the lowest literacy skills receive food stamps and 70 percent of those people have no full or part-time jobs (Humboldt Literacy Project, 2003). The federal government provided $361 million for adult education programs in 1996. This fund enables millions of families to participate in basic education programs and allows literacy coalitions to help others and themselves (U.S. Department of Education, 2007). A study done in 2009 by the National Center for Educational Statistics reported that Alabama has improved dramatically in the fight against literacy. While the state overall has improved, there are still counties that are double the national illiteracy rate of 14.5 percent. The study also found that 12 states hold higher literacy rates than Alabama. Alabama tied with South Carolina with an average illiteracy rate of 15 percent. However, over the past five years, Alabama has

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improved its literacy rate by 6 percent and is this rate is still increasing ("Alabama literacy rate," 2009). In Alabama, Shelby County, located near Birmingham, has the lowest illiteracy rate ("Alabama literacy rate," 2009). The National Center for Education Statistics reported that Lee County in Alabama has a population of approximately 91,000, and of that number 13 percent lack basic literacy skills (National Center for Education Statistics, 2003).

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Competitive Research Literacy Coalitions in the United States Research on several literacy coalitions and associations throughout the United States was conducted as a way to compare and contrast efforts, programs and advancements between their individual programs and the Lee County Literacy Coalition‘s programs. The Alabama Reading Association is a nonprofit organization specifically for educators wanting to improve reading and literacy more so than for those seeking help with their literacy education. The Randolph County Literacy Coalition (RCLC), sponsored by St. Vincent Randolph Hospital‘s associates, is focused on improving literacy through a variety of activities ("St. vincent Randolph,‖ n.d.). There are 14 different cities within the state of Indiana that houses the coalitions through St. Vincent Randolph Hospitals. These efforts include providing funds to local schools in need of books or teaching supplies in the hopes of improving students learning environments. More specifically, the RCLC distributes thesauruses to sixth graders. The RCLC also hosts spelling bees, something the LCLC has done in the past. The Literacy Coalition of Palm Beach County (LCPBC) is located in Palm Beach County, Fla. This nonprofit organization is dedicated to ensuring that the residents of this area can read or improve their literacy skills (―Literacy coalition of,‖ 2010). The LCPBC‘s website is colorful, attractive and provides a simplistic layout making the site easy to navigate. Large fonts enable the site to appear friendlier for those who cannot read well but are seeking to learn about the LCPBC and its services. Included on the website is an informative frequently asked questions page, which is something the LCLC‘s website does not have. This coalition is primarily focused on targeting children through activities such as local book drives. The Tennessee Literacy Coalition (TLC) is a nonprofit, statewide literacy service provider in Tennessee. A unique aspect of this coalition is their ―Award for Excellence in Adult Literacy Service‖ ("Tennessee literacy coalition," 2010). This award of $500 is given to the applicant who displayed the most success and progress in their literacy skills. A similar award would be a possible idea for the LCLC in the future to give further incentive for attracting and retaining learners. An additional service the TLC provides is the hosting of a regular open forum for networking amongst staff and volunteers where they are able to meet over lunch and discuss resources and share success tactics. The Lumpkin County Literacy Coalition serves the city of Dahlonega, Ga. This Dahlonega coalition provides a unique family program where the option is open for parents and their children to seek literary services together ("Lumpkin county literacy,‖ n.d.) while the Literacy Coalition of Central Texas provides access to a hotline for potential clients and volunteers ("Literacy coalition of," 2009). This toll free line provides information to those seeking the coalition‘s services. The Northwest Indiana Literacy Coalition breaks down each program the coalition provides (i.e. tutoring, GED) and offers a question and answer handout, allowing potential learners to easily navigate the information without having to skim through an entire block of text ("Northwest indiana literacy,‖ n.d.).

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SCRABBLE® Tournaments Research in the United States SCRABBLE® tournaments are a common fundraiser for literacy coalitions and schools across the country. SCRABBLE® sharpens skills such as vocabulary, math, spelling, thinking, dictionary skills and spatial relationships ("Scrabble: an entertaining," 2010). The SCRABBLE® tournament structure includes everything from local classroom competitions to extracurricular clubs, district-wide showdowns and a growing state/regional tournament structure. There are several different ways to use SCRABBLE® as a fundraiser. In Madison, Wis., the public school district hosts a ―SCRABBLE® for Literacy‖ competition to raise money for local schools. To raise money, this group charges a $25 donation fee for individuals to enter the contest. However, they also look to local businesses for donations to cover these costs. They also offer a chance for the person with the highest donation to play the mayor in SCRABBLE® (―Scrabble for literacy,‖ n.d.). The Kearney Literacy Council hosts a tournament with four 30 minute rounds of SCRABBLE® played by teams of three people. The team with the highest cumulative score after the fourth round is declared the champion. For this tournament, individuals are charged $20 to enter or $50 for a team of three ("Play scrabble to," 2010). Another tournament in Danville, Ill. offers three levels of competition for different age groups and skill levels. Different entry fees are designated for each level. For the ―SCRABBLE® for Fun‖ tournament, players engage in friendly play with refreshments and conversation for a $15 entry fee. The Competitive Casual Tournament has a $25 entry fee. This is a four-game tournament open to inexperienced players who want to play competitive SCRABBLE® with cash and other prizes awarded. The third level of play has seven rounds in a round robin format. There are eight player divisions and an entry fee of $40. A cash prize equal to half of the fees received is awarded to the winner (Sweikar, 2010). Each of these organizations has raised more than $2000 from the SCRABBLE® tournaments from entry fees and donations. Each offers incentives that successfully attract players. These three organizations demonstrate the possible success a SCRABBLE® tournament can offer to the LCLC.

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Planning

Goals, Objectives, Strategies & Tactics The goal of this campaign is to implement a weeklong Lee County Literacy Week. The Events planned throughout this week will increase awareness in Lee County about the LCLC and end with a ―SCRABBLE® for Literacy‖ tournament. The goal of the weeklong campaign is to raise money for the LCLC so it is better able to serve the residents of Lee County. Primary goal: The primary goal of this campaign is to create an event to raise funds. This goal is going to be accomplished through the ―SCRABBLE® for Literacy‖ tournament, bake sale and book drive. Secondary goal: The secondary goal is creating and raising awareness through the events that will take place during literacy week. Objective 1: To inform and educate Lee County citizens about literacy week and the events that will take place during this week Strategy: Form a positive perception of the LCLC and engage the citizens of Lee County in the events that will take place during literacy week. Rationale: The LCLC is very limited in funding and therefore the organization does not have

the ability to capture the interest of potential learners and volunteers through a large outreach effort. By informing the citizens of literacy week, their knowledge and confidence in the LCLC will increase. In return they will engage in the events during literacy week, which will raise money for the organization.

Tactic 1: Host a bake sale on Auburn University‘s concourse. A table will be set up on the Monday of literacy week to sell cookies, brownies and other baked goods wrapped and sealed with LCLC‘s sticker logo. A fact sheet will also be passed out about the LCLC to increase awareness as baked goods are sold. All proceeds will go to the LCLC. Tactic 2: Host a school book sale the following Wednesday at local schools. Donation boxes will be set out at local businesses, schools and churches weeks prior to the sale for Lee County residents to donate. The donated books will then be sold. All of the proceeds will go to the LCLC. *Materials for the bake sale, book drive and book sale can be found in the Literacy Week media kit.

Tactic 3: Host a ―SCRABBLE® for Literacy‖ tournament on Saturday at the Salvation Army headquarters in Opelika. The ―SCABBLE® for Literacy‖ tournament will include teams of two. Prizes will be awarded to the team and individual with the highest SCRABBLE® points. Local businesses will donate prizes to be given away at the tournament. The registration fees and money raised through the ―SCRABBLE® for Literacy‖ tournament will go to the LCLC. *Materials for the “SCRABBLE® for Literacy” tournament can be found in the SCRABBLE® media kit.

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Objective 2: To form and reinforce a positive image of the LCLC through its mission statement and efforts to reach those who are illiterate or seeking educational advancement Strategy: Create a detailed media kit that can be used currently and be easily updated in the future to inform the local media and the local community about the services the LCLC provides. Rationale: According to the client, people are often hesitant of taking advantage of the services

the LCLC provides because of pride, embarrassment or lack of assurance and knowledge of services.

Tactic 1: Create and send out media kit materials to local media. This will include a pitch letter, fact sheet, director biography, FAQ sheet and PSA. Tactic 2: Create a brochure for the LCLC to distribute at local churches, businesses and volunteer fairs that provide information about the coalition and how to contact them for help. Tactic 3: Create a new logo that illustrates to Lee County citizens that they are not alone and that the LCLC wants to change and improve their life in a positive way. Tactic 4: Write a feature story capturing human interest and emotional appeal. Human interest will catch reader‘s attention and encourage volunteerism through tutoring. The feature story will be sent to relevant media contacts. *Materials for the LCLC’s mission statement, pitch letter, fact sheet, director biography, FAQ, PSA, brochure, logo and feature story can be found in the LCLC’s media kit. *Local media contacts can be found in the press list listed in Appendix D.

Objective 3: To encourage Lee County citizens to take part in literacy week and make donations Strategy: Attract residents and schools to take part in literacy week by offering raffles and prizes that will be donated by local businesses and the EAPRCA. Rationale: Because of the lack of knowledge that residents have about the LCLC it will be difficult to get teams to enter the ―SCRABBLE® for Literacy‖ tournament. By encouraging citizens to enter the tournament and participate in the book drive and bake sale the awareness and donations for the LCLC will increase. Tactic 1: Create an event page on Facebook about literacy week and release status updates and event information in a timely manner. Discuss the prizes and how to register for the event in order to encourage participation. Tactic 2: Create a pitch letter to be distributed to encourage businesses to donate prizes that will be awarded to the winners of the raffle drawing conducted at the end of the week. Tactic 3: Create PSAs and draft a news release for local radio stations and media to announce and inform the public about the event. Discuss the event dates and where more information can be obtained to encourage involvement.

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Tactic 4: Post rack cards for the ―SCRABBLE® for Literacy‖ tournament on Auburn University‘s campus and at local businesses. These rack cards will have all necessary tournament information. *Materials for the event page, pitch letter and PSA can be found in the literacy week media kit. *The rack card for the SCRABBLE® tournament can be found in the SCRABBLE® media kit.

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Secondary Strategies for Outreach Message Source Potential spokespersons for literacy week events include Ric Smith, Aubie, Sue Edge and Rev. Dr. Clifford E. Jones. These individuals were chosen because they are widely recognized throughout the community. Each individual‘s presence has the potential to draw in a wide range of audiences for the literacy week events. Ric Smith Ric Smith‘s credibility in the Auburn and Opelika community has the potential to influence many people. He is the voice of the Auburn Tigers and an active member of the community. Smith has worked with the LCLC in the past at the annual spelling bee as the announcer. Smith is able to relate to many residents, which is beneficial in communicating with them. Smith is an influencer with citizens because of the position he holds in the community. He is a possible candidate for announcing at the ―SCRABBLE® for Literacy‖ tournament and spreading word of the tournament around the Auburn University campus. Aubie Aubie is also credible in the eyes of many residents. Aubie is the official mascot of the Auburn Tigers. He has the potential to influence many students to donate used books for the book drive. Aubie also has the potential to influence students to buy baked goods on the concourse at Auburn University. Many young school children throughout Auburn and Opelika greatly admire Aubie, and if he is present at the book sale, deliver the raffle prizes or attend the ―SCRABBLE® for Literacy‖ tournament kids will have a valid incentive to go and participate. Sue Edge Sue Edge is a credible source because of her position as director of the LCLC. She is knowledgeable about the LCLC. She is well respected in the community. As director of the LCLC she has gained trust in the learners and support from tutors, thus she should act as the outreach contact for the PRCA and any AU campus organizations. Rev. Dr. Clifford E. Jones The Rev. Jones is pastor of Greater Peace Ministry Baptist Church in Opelika. Greater Peace works with the LCLC and promotes its services. Jones has provided strong and committed leadership not only to Greater Peace, but also throughout the Opelika and Auburn communities. He is trusted by many people in the community and will be a great advocate for the LCLC‘s cause and encouraging community members to donate and volunteer.

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Literacy Week Social media will play a large role in getting the word out for Lee County Literacy Week and the ―SCRABBLE® for Literacy‖ tournament. On Monday, Jan. 3, 2011, Facebook status updates will begin and continue until Jan. 29, the day of the ―SCRABBLE® for Literacy‖ tournament. A Facebook event for literacy week will be made with the LCLC account. The profile picture for the event should be the ―SCRABBLE® for Literacy‖ tournament logo and information will be provided for each event throughout the week. *The SCRABBLE® logo and Facebook event page can be found in the SCRABBLE® media kit. Registration for the ―SCRABBLE® for Literacy‖ tournament will begin Jan. 3, 2011 and end Jan. 27, 2011. A news release for the events taking place throughout literacy week will be released on Jan. 3, 2011 to local media. On the same day, the video news release will be uploaded to both the LCLC‘s website and the Facebook event page. *The literacy week news release can be found in the literacy week media kit. *The press list can be found in Appendix D. *The VNR can be found on the included disc.

Lee County Schools and Literacy Week Local schools in Lee County will participate in literacy week. On Monday, Dec. 6, 2010, a pitch letter, event flyer and rack card will be sent to the schools with information on the plan for the week‘s events and requesting their participation and promotion of literacy week. The addresses of local schools can be found in the press list. The schools‘ participation in literacy week will consist of having students design bookmarks and setting aside one hour on Monday, Jan. 24, as individual or group reading time. Schools asked to participate in literacy week include: Dean Road Elementary, Wrights Mill Road Elementary, Cary Woods, Yarbrough Elementary, Lee Scott Academy, Ogletree Elementary, Richland Elementary, Beauregard Elementary, Loachapoka Elementary, Opelika Middle, Drake Middle School and Auburn Jr. High School. On Monday, Jan. 3 a press release will be distributed to local media concerning the events that will take place during literacy week. *The school pitch letter and event flyers can be found in the literacy week media kit. *The SCRABBLE® rack card and flyers can be found in the SCRABBLE® media kit.

School Raffle Three schools will also be chosen to participate in a raffle fundraiser for LCLC. Three prize baskets, one for each school, will be filled with items donated from businesses in the community. These businesses will be chosen from the list of potential donors that can be found in the press list. The schools will sell raffle tickets to their students every day during literacy week beginning Jan. 24, for 50 cents each. When a student purchases a raffle ticket, his or her full name and homeroom teacher will be written on the ticket and placed into a raffle box. The prize basket will be displayed at the schools during the raffle for students to see. There is no limit on the number of tickets students can buy. On Friday, Jan. 28, 2011, the raffle will end, and

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a winner from each school will be selected. The schools participating in the raffle are Dean Road Elementary, Opelika Middle School and Auburn Jr. High School. Bake Sale A press release will be distributed on Jan. 17, 2011 announcing the upcoming bake sale and reminding Lee County residents of the book drive that is still taking place. A bake sale will take place on Jan. 24, 2011 on the concourse at Auburn University from 10 a.m. to 4 p.m. Auburn University requires a permit to set up and sell on campus. This permit can be obtained through the Office of the Dean of Students. There is no charge for nonprofit organizations such as the LCLC. Permits must be obtained at least 48 hours prior to the event. To obtain a permit, visit the Student Affairs Office, Suite 3248 Student Center. Tables and chairs will be provided and set up by the university on the day of the event. The LCLC should provide a tablecloth for the table. *The press release regarding the bake sale and book drive can be found in the Literacy Week media kit. The EAPRCA and tutors from the LCLC will provide volunteers for the bake sale who will contribute baked goods, as well as designating members a time slot to sell the goods on the concourse. On Sunday, Jan. 23, 2011, volunteers, using their own means, will purchase and bake the goods and wrap them in saran wrap. On the day of the sale, stickers with the LCLC logo will be placed on the cookies as they are sold. Brochures and fact sheets about the LCLC and information and registration forms for the ―SCRABBLE® for Literacy‖ tournament will also be handed out. Contact for the EAPRCA is Tara Lanier. *The LCLC stickers, brochure and fact sheet can be found in the LCLC media kit. Used Book Sale A used book sale fundraiser will also be part of literacy week. Beginning on Jan. 3, 2010, boxes will be set up at local churches including student ministry organizations, Books-A-Million, Dean Road Parks and Recreation, Auburn and Opelika public libraries, Shakey‘s Pizza, Frog Legs and Village Mall. The boxes will provide a place for people to donate used children‘s books. Information about the book drive will be included in the literacy week news release distributed on Jan. 3, 2011. On Friday, Jan. 21, 2011 a flyer will be sent home with students about the book drive. Teachers will distribute flyers to the students at the end of the school day. Books will need to be picked up on Tuesday, Jan. 25, 2011 by the LCLC director. On Wednesday, Jan. 26, 2011, the books will be sold at Wrights Mill Road Elementary School and Cary Woods Elementary School. Students from Auburn University and parents from the school‘s PTA will sell the books. The books will be set up in the school‘s libraries displayed on library tables. The librarian will be in charge of keeping up with the money and book purchases of the students. At the end of the day the director can go to both libraries and collect the total profits. Books will be sold for $1 to $5 based on the condition of the book. *The book sale flyer can be found in the Literacy Week media kit.

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SCRABBLE® for Literacy Tournament Registration for the ―SCRABBLE® for Literacy‖ tournament ends on Jan. 28, 2011. On Monday, Jan. 24, 2011 the ―SCRABBLE® for Literacy‖ tournament press release will be distributed to local media. Volunteers from the EAPRCA will meet at the Salvation Army on Opelika Road at 10 a.m. on Saturday, Jan. 29, 2011 to set up. The tournament will begin at 1 p.m. SCRABBLE® game boards will be provided by the LCLC. Tables and chairs will be provided by the Salvation Army and Greater Peace Missionary Baptist Church. *The SCRABBLE® news release can be found in the SCRABBLE® media kit.

Trophies will be awarded to the first, second and third place winner for each age bracket. The trophies will need to be ordered no later than Jan. 5, 2011 from Crown Trophy on Opelika Road. The tables and chairs will be set up according to the number of participants. If more teams register than the number of provided SCRABBLE® game boards, several rounds will be played. An area will be designated and set up with chairs and tables for those waiting to play. A microphone and sound system will need to be arranged for before the event, set up and checked at least 1 hour prior to the tournament. A stopwatch will also need to be obtained for the event. The director of the LCLC will be in charge of announcing the rounds and keeping the competition going. A volunteer will be in charge of keeping the time and scores for each round on the tournament bracket. *Refer to the SCRABBLE® media kit for a sample tournament bracket.

Format of Tournament The tournament will consist of three 30 minute games in a single elimination format among teams of two players each. Teams will play in one of four age brackets: ages 9 to 10, ages 11 to 13, ages 14 to 18, and ages 19 and up. Teams can be all male, all female or coed but both partners must be in the same age group. Registration for SCRABBLE® for Literacy Tournament Registration for the ―SCRABBLE® for Literacy‖ tournament will begin Monday, Jan. 3, 2011 and ends Friday, Jan. 28, 2011. Any team who registers by Jan. 20, 2011 will have their name entered in a drawing for a gift card to J&M bookstore. A registration fee of $30 will be charged for each team. Players are expected to raise at least $15 each in pledges to participate. Registration forms can be found on the LCLC website or on flyers and rack cards at businesses around Lee County. These include: Auburn and Opelika libraries, Kroger, Winn-Dixie, Publix, Auburn University Student Center, Village Mall, Big Blue Bagel, Books-A-Million, J&M Bookstore, Anders Bookstore, Big Blue Bookstore, bulletin boards in Haley Center, local churches, Auburn and Opelika schools. Sororities and Fraternities at Auburn University will also be asked to participate through volunteering at literacy week events and registering to play in the ―SCRABBLE® for Literacy‖ tournament. A letter will be sent to Auburn University Panhellenic and IFC asking for participation as well as flyers and registration forms with information about the ―SCRABBLE®

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for Literacy‖ tournament for members. All registration forms will need to be mailed in or dropped off at the LCLC. ―SCRABBLE® for Literacy” Tournament Rules The game begins with each team drawing one tile from a bag of letters. The team with the letter closest to the start of the alphabet goes first and draws seven tiles. The other team then draws seven tiles. Play alternates between players. A player can either play one or more tiles or pass. If a player passes he or she can exchange tiles, from one to all seven. When there are fewer than seven tiles left in the bag a player can't exchange. Play ends when there are three passes in a row or when one player is out of tiles and there are no more tiles in the bag. The first play must cover the 'star' square at the center of the board. Tiles must be placed vertically or horizontally to form words. Scoring depends on the value of the tiles the player plays and the words he or she makes. Some squares are double or triple letter (where the value of the tile on that square is doubled or tripled) or double or triple word (where that whole word is doubled or tripled). The primary difference between tournament rules of SCRABBLE® and the rules that come with this popular board game are that tournament rules of SCRABBLE® is for two teams of two players. The tournament will consist of three 30 minute games in a single elimination format among teams of two players each. According to the National SCRABBLE® Association, the game begins when the first team draws seven tiles from the bag. Players place tiles on the rack or face down. The clock should start once teams look at their tiles. If more than seven tiles are drawn at any time a penalty applies. While the time clock is running, a team places tiles on the board to make a SCRABBLE® approved word. During the opponents turn, record the score and draw tiles. Challenges are allowed when playing tournament rules SCRABBLE®. When a challenge is made the clocks should be stopped. When a challenge lasts for more than five seconds, tiles should be placed face down on the table so players do not have an opportunity to study the tiles during the challenge. In the tournament rules of SCRABBLE®, the game ends when a team plays all of their tiles and none remain in the bag or when there are six rounds without a tile played. The score is totaled up and the first team to play all of their tiles receives double the point value of all the tiles left in the opponent's rack. The teams with the highest overall score in each age bracket will win a trophy.

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Schedule General Schedule of main events during literacy week Monday, Jan. 3, 2011 Used book drive begins Monday, Jan. 24, 2011 Bake sale Wednesday, Jan. 26, 2011 Used book sale

Saturday, Jan. 29, 2011 SCRABBLE® tournament Detailed Schedule for literacy week Monday, Dec. 6, 2010

Send out donation letter to local businesses for prize donations for literacy week as well as the pitch letter to local schools with relevant event information.

Monday, Jan. 3, 2011

Release the literacy week media kit, to include the literacy week news release, VNR and PSAs.

Begin daily Facebook status updates leading up to the actual day of the ―SCRABBLE® for Literacy‖ tournament to advocate for literacy week awareness and participation. Each update will include small reminders of the events within literacy week along with ways to get involved as far as volunteering with the weeklong event.

Create and launch the sole literacy week Facebook event through the LCLC‘s page.

Set up boxes for used book drive at local churches, parks and libraries.

Registration for the ―SCRABBLE® for Literacy‖ tournament opens. Wednesday, Jan. 5, 2o11

Order first, second and third place trophies for winners of the ―SCRABBLE® for Literacy‖ tournament for all age groups.

Monday, Jan. 17, 2011

Release press release for the bake sale and book drive to local outlets. Thursday, Jan. 20, 2011

This is the last day to register for the ―SCRABBLE® for Literacy‖ tournament in order to be entered into a drawing for a J&M Bookstore gift card. Registration for the tournament will still continue through Jan. 28.

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Sunday, Jan.23, 2011 Volunteers are required to purchase and bake the cookies and wrap them in saran wrap.

Monday, Jan. 24, 2011

Send out press release for the ―SCRABBLE® for Literacy‖ tournament to relevant local contacts.

The literacy week bake sale is from 10 a.m. to 4 p.m. on the main concourse of Auburn University.

Stickers with the LCLC logo will be placed on the cookies before they are sold.

Hand out brochures and fact sheets about the LCLC as well as information and registration forms for the ―SCRABBLE® for Literacy‖ tournament during bake sale

Students in the schools will design and make bookmarks and have one hour of individual or group reading time as a part of literacy week.

Three selected schools will start selling the raffle tickets for 50 cents each to students. Tuesday, Jan. 25, 2011

Pick up used book drive boxes filled with books from designated locations and take to the LCLC for overnight storage.

Wednesday, Jan. 26, 2011

Distribute books from used book drive amongst schools Wrights Mill Road Elementary School and Cary Woods to be sold.

Friday, Jan. 28, 2011

End of the raffle.

Draw from the raffles from each of the schools (three).

Contact the three winners of the raffles for prize redemption.

Last day to register for the ―SCRABBLE® for Literacy‖ tournament. Saturday, January 29, 2011

Volunteers from the PRCA will meet at the Salvation Army on Opelika Road at 10 a.m. to set up for the ―SCRABBLE® for Literacy‖ tournament

The ―SCRABBLE® for Literacy‖ tournament begins at 1 p.m.

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LITERACY WEEK PREPARATION OUTLINE: PUBLIC RELATIONS TIMELINE November 18, 2010

BE SURE TO

Confirm schools by the end of the month for their participation

Follow up with businesses for donations for prizes Strategic Focus: Literacy Week – Jan. 24-29th, 2011 PRESS RELEASE DEVELOPMENT & DISTRIBUTION

Press Releases (3):

Celebrate literacy week with the LCLC – 1/3/11

LCLC Hosts Bake Sale and Book Drive – 1/17/11

LCLC‘s First Annual ―SCRABBLE® for Literacy‖

tournament - 1/24/11

Distribute to local news outlets listed in the local

press/contacts list

MEDIA PITCH INITIATIVES

Send out pitch letters to – 12/3/10

o Schools (general, raffle and book sale)

o Local businesses for donations and promotion

o Media for the LCLC‘s services

EVENT / PROMOTIONAL PLANNING

Jan. 24th Kick Off for Literacy Bake Sale

Jan. 26th Used book sale

Jan. 29th Scrabble for Literacy Tournament

SOCIAL MEDIA OUTREACH

Create a Facebook event page for literacy week through the LCLC‘s

page

o Link pages and posts through Hoot Suite

Updates 3 x / week with posts such as:

o Word of the week, reminders of events and random facts

about literacy

JANUARY 2011

DECEMBER 2010

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December 2010 Monday, December 6, 2010 – Send out donation letter

to local businesses for donations and pitch letters to

schools for participation

o Secure participants

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1

2 3 4 5 6 7 8

-SCRABBLE® registration begins

-FB status updates begin

-Send out Lit. Wk. press release

-Boxes set out for book drive

-Order SCRABBLE® tournament trophies

9 10 11 12 13 14 15

16 17 18 19 20 21 22

-Book drive/book sale news released sent out

-Drawing for registered SCRABBLE® teams

-Verify AU permission for bake sale table

-School sends book sale flyer home with kids

23 24 25 26 27 28 29

-Bake goods for bake sale tomorrow

- SCRABBLE® tournament news release sent out

-Raffle sales start

-Bake sale on AU concourse

-Pick up book drive boxes

-Used book sale -SCRABBLE® registration ends

-Raffles end & winners named

* SCRABBLE® tournament!

30 31

January 2011

Lee County Literacy Coalition “Through Literacy We Can Start A New Chapter”

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Crisis Management Plan for Literacy Week Potential Crisis’ for Bake Sale A potential crisis that could occur on Monday, Jan. 24, 2011, is an insufficient amount of baked goods. Volunteers from the PRCA of East Alabama and tutors of the LCLC are responsible for running the bake sale and rotating turns to sale the goods. If someone forgets to bring their baked goods, a backup batch needs to be ready. The director of the LCLC should prepare ahead of time in case a volunteer forgets their baked goods. Three extra trays of brownies and cookies should be baked and brought to the bake sale in case someone does not supply their baked goods. If someone does not show up during their allotted time slot to sell the goods the person who is working before should be prepared to stay until a substitute volunteer can be contacted to replace the person who did not show. The director should have a list of back up servers who can fill in if someone does not show up for their time or needs to cancel at the last minute. If it rains the Student Affairs office will relocate the booth until the rain stops. If the rain continues throughout the day the table will remain inside and the bake sale will continue there. Potential Crisis’ for Book Drive and Sale A potential crisis for the book drive is a lack of staff. The book sale will be on Wednesday, Jan. 26, 2011, this time frame is working hours for most adults. If the PTA does not have enough volunteers the director should contact the tutors of the LCLC to see if they would be willing to volunteer. If enough volunteers are still not available the director should contact Phi Sigma Pi. Phi Sigma Pi is an honors fraternity at Auburn University and a Teach for America organization that strives to better the education for children. A volunteer log should be passed out at the PTA meeting taking place the month before the book sale in order to get an idea of the amount of volunteers. If the director of the LCLC does not get enough volunteers the honors fraternity needs to be contacted and asked to participate in monitoring and selling the books. Potential Crisis’ for “SCRABBLE® for Literacy” tournament A potential crisis for the ―SCRABBLE® for Literacy‖ tournament could begin with lack of involvement from local businesses. The prizes that will be distributed at the tournament are being donated from local businesses. If these businesses do not participate and there are no prizes then the prize should be a percentage of the total amount of money raised and the trophies should still be presented to the winning teams. This percentage will be based on the amount of money raised on the day of the tournament. The percentage should not include money raised during the bake sale, raffle and book sale. An additional crisis that could affect the success of the ―SCRABBLE® for Literacy‖ tournament is a lack of volunteers. The PRCA chapter of East Alabama and tutors from the LCLC are expected to volunteer for the event. The event is on a Saturday so this should make it easier for

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volunteers to participate because it does not interfere with work schedules. If volunteers are unavailable the LCLC should contact United Way and get volunteers through its services. Also, because the event is at the Salvation Army, the director should contact the Salvation Army and the United Way and see how many people are willing to volunteer or participate in the tournament. Time slots can be rotated if necessary. Another issue will arise if there are not at least two teams registered for each age bracket. The age brackets that do not meet the registration guidelines will receive a full refund and will not participate in the tournament.

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Evaluation

Objective 1: To inform and educate Lee County citizens about literacy week and the events that will take place during this week. Host a Bake Sale on Auburn University concourse In order to evaluate the success of the LCLC bake sale, the amount of baked goods sold in comparison to the costs spent to bake and package the items will need to be calculated. Another measurement can be the responses via registration for the ―SCRABBLE® for Literacy‖ tournament at the bake sale because tournament information will be provided. Host a School Book Drive To evaluate the school book drive, it will be important to count the number of books donated and compare that to the number of books sold. The amount of books sold is the potential profit that the LCLC can receive at the event. This event reaches out and creates awareness for a variety of demographics because the sale is held at local schools, and churches and businesses participate in the book drive.

Host a “SCRABBLE® for Literacy” tournament Two main ways to evaluate the success of the ―SCRABBLE® for Literacy‖ tournament are the attendance and the money raised through the tournament. The number of citizens who registered compared to the amount that participated in the tournament will be a way to gain insight on the success of the event. Also, the amount of profit made during the tournament is a way to evaluate the tournament‘s success. Another measurement to take into consideration when evaluating the tournament‘s success is the number of volunteers, tutors and people willing to contribute to the event.

Objective 2: To form and reinforce the positive image of the LCLC through its mission statement and efforts to reach those who are illiterate or seeking educational advancement.

Send Press Release to Local Newspapers The LCLC should perform a content analysis of articles placed to evaluate the success of the press releases goal in shaping positive opinions of Lee County residents about the LCLC‘s program. The analysis will measure the amount of times an article is published and the reach of that publication. This will provide insight on how many residents and areas are reached within Lee County. The extent of the story and the placement of the story will also show the importance

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placed on the press release. If key messages of the release are communicated in the article, the press release can be considered successful. Create a Brochure The LCLC can measure the awareness created by the brochure by tracking how many of the brochures printed are actually distributed and picked up throughout Lee County. The aggressiveness of how actively the brochures are handed out will determine how many people were exposed and if the distribution is successful. Create a New Logo The success of the new logo can be measured by evaluating how many Lee County citizens are able to recognize the logo out of context. Hits on the website can also be tracked. If more people see the logo and understand the meaning of the logo the need for the LCLC‘s services will increase. The new logo is designed to illustrate that illiterate residents of Lee County are not alone. Feedback on the number of new faces at the LCLC will determine if the logo demonstrated its meaning successfully. Write a Feature Story If the feature story is placed on the website the number of views can be tracked and compared to the number of views from the old website and old contents to the new contents placed on the website. The goal of the feature story is to encourage participation from tutors through emotional appeal. If the feature story is distributed and volunteerism rises the feature story can be considered successful.

Objective 3: To encourage Lee County citizens to take part in literacy week and make donations.

Create a Social Media Page Through Facebook, reach can be measured by the number of fans and tracking the attendance. The event created through the LCLC‘s Facebook page will allow the LCLC to track the number of registered participants for the ―SCRABBLE® for Literacy‖ tournament. The enthusiasm can be measured through the activity of the fans, comments, uploaded pictures and discussions about the events going on throughout the week. Create a Pitch Letter The number of businesses and schools that participate in literacy week will determine the success of the pitch letter. The pitch letter‘s goal is to encourage schools to participate and businesses to donate prizes that will be awarded to the winners of the raffle. The pitch letter can

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be considered successful if more than 50 percent of the businesses and schools participate and donate.

Create PSAs for Local Radio Stations The success rate of the three PSAs can be tracked by how many times radio stations announce the information. The success and amount of awareness can also be tracked based on the time of day the PSAs run. The PSAs can be considered successful if participation in the ―SCRABBLE® for Literacy‖ event increases through the help of radio announcements. The evaluation of the PSAs can also be tracked based on the number of calls the LCLC receives to find out more information about the services, literacy week and the ―SCRABBLE® for Literacy‖ tournament.

Post Rack Cards on Auburn University’s Campus and at Local Businesses The rack cards can be evaluated based on the number distributed and the number that is voluntarily picked up. The rack cards provide the entrance fee and registration information so the success can be tracked based on how many registration cards are brought to the LCLC. If registration increases for the ―SCRABBLE® for Literacy‖ tournament then the rack card can be considered a successful advertising tool to raise profits and create awareness.

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Implementation This section contains three separate media kits for the LCLC. The PRCM group developed a general and detailed media kit for the LCLC‘s current and future use. The PRCM group also created a media kit for literacy week and a media kit for the ―SCRABBLE® for Literacy‖ tournament.

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Lee County Literacy Coalition Materials

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Mission Statement The Lee County Literacy Coalition (LCLC) is a nonprofit organization and a partnership with United Way devoted to helping adults and adolescents read, write and acquire the basic skills for success in todays world. The LCLC believes in a fully literate society and functions to support, promote, and ensure the availability, accessibility and advocacy for a more literate Alabama.

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Logo

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Logo with Tagline ―Through Literacy We Can Start A New Chapter‖

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Fact Sheet

LEE COUNTY LITERACY COALTION

LOCATION: Lee County Literacy Coalition

2133 Executive Park Drive

Opelika, Alabama 36801

CONTACT: Phone: 334.705.0001

Fax: 334.745.5606

E-mail: litcoalition@bellsouth.net

Website: www.leecountyliteracy.org

SOCIAL MEDIA: http://www.facebook.com/leecountyliteracy

KEY PLAYERS: Sue Edge - Executive Director

Paula Sullenger - President

Deborah Heidepriem - Treasurer

Tom Brawner - Secretary and Founding Member

FOUNDED: The Lee County Literacy Coalition was incorporated in 1989 and

became a United Way agency in 1990.

MISSION: The Lee County Literacy Coalition is a nonprofit organization and

a partnership with United Way devoted to helping adults and

adolescents read, write and acquire the basic skills for success in

todays world. The LCLC believes in a fully literate society and

functions to support, promote and ensure the availability,

accessibility and advocacy for a more literate Alabama.

CONCEPT: The LCLC is principally funded by the United Way of Lee County

with additional funds from independent and corporate donations,

grants and memberships. As an organization that is aware of its

surrounding communities, the LCLC also partners with county

social service agencies to encourage and enhance learner

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development and success. Tutors work individually with learners

to discover and incorporate learning strategies that work best for

the learner. The LCLC provides all instruction materials free of

cost to learners and attempts to match learners with tutors living

or working in the same area.

SERVICES: The LCLC is dedicated to providing free, one-on-one tutoring to

Lee County, Ala. citizens in the areas of reading, writing, math,

graduation exam preparation and GED certificate preparation.

PAYMENTS: None. Donations accepted.

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For additional information contact: Lee County Literacy Coalition Sue Edge, Executive Director

Phone: 334.705.0001 Fax: 334.745.5606 litcoatlition@bellsouth.net

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FAQ Sheet

Frequently Asked Questions

What does the Lee County Literacy Coalition do? The Lee County Literacy Coalition (LCLC) is a volunteer, nonprofit, United Way agency dedicated to providing free, personal one-on-one tutoring. The LCLC provides tutoring in reading, math, writing, basic skills, and GED certificate and graduation exam preparation. The LCLC is always available to visit civic clubs, community groups, churches, businesses or other organizations to speak about the LCLC mission. How long have has the LCLC been in business? The LCLC was incorporated in 1989 and became a United Way agency in 1990. What geographic area does the LCLC serve? Program services are provided to citizens mainly in Lee County, Ala. Does the LCLC use volunteers? More than anything, the LCLC relies on the dedication and enthusiasm of its volunteer tutors. Most tutors and students meet weekly at the LCLC offices or the public libraries in the county. You do NOT need any experience in tutoring or a background in teaching, just a willingness to help. The LCLC provides all of its tutors with training, support and instructional materials. If you would like to volunteer your time, please contact our office at (334) 705-0001 to learn how to become a volunteer literacy tutor. Do learners have to provide their own learning materials? The LCLC provides all of the learning materials including pencils, books and software free of cost. Does the LCLC receive donations? The LCLC always welcomes monetary donations and gifts of needed items. Please contact our office to find out more information about our current needs. The LCLC is a nonprofit organization and all gifts and donations are tax deductible. What if a learner is reluctant or hesitant to share their information? There is no need to worry. All of the personal information that tutors collect from the learners is kept private. How does the LCLC access the learners? Tutors work individually with learners to find the methods that work best for them. The LCLC also attempts to match learners seeking help with tutors living or working in the same area. Learners may also be matched based on their hobbies to make the material more compatible to their characteristics. The LCLC gives people options for learning that they cannot find anywhere else.

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Executive Director Biography

Sue Edge

Sue Edge is currently the executive director at the Lee County Literacy Coalition. She began her career with the LCLC on March 1, 2010. Edge‘s position entails a multitude of tasks. The primary undertaking that Edge does is matching tutors to learners when individuals come seeking help. The rest of her duties and responsibilities as the executive director include managing quarterly reports of the learners that come into the LCLC. Edge must handle the marketing aspect of the LCLC to make the Lee County citizens more aware of the brand. She also works with the East Alabama chapter of the Public Relations

Council of Alabama to help out with its philanthropy. The EAPRCA hosts spelling bees to raise money for the LCLC. “I want to improve it [LCLC] and I’ve got the drive to do that,” Edge said. “I enjoy what I do because it’s a good job and I feel like the Lord put me here.” Prior to joining this United Way nonprofit organization, Edge worked for BF Goodrich tire manufacturing until Oct. 31, where she ―retired‖ after 36 years. Before working there she held a seasonal and part-time job at Skinner Furniture in Roanoke, Ala. while attending high school. Edge moved to Auburn, Ala. in 1973 for her husband to go to school in the Lee County area. Edge volunteers a lot of her time at United Way to help the company with its campaign efforts. Edge, was born and raised in Roanoke, Ala. She has been married to her husband, Sam, for 37 years and is the mother of two girls, Jennifer (33) and Stephanie (29).

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Brochure

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Newsletter

*Continued on next page (page 1 of 3)

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Pitch Letter [Contact person‘s name goes here] [Contact person‘s position goes here] [Business/Organization Name] [Business/Organization Address] Dear [Contact Name], Where would you be without reading? For a brief moment, imagine yourself as an adult who is unable to read street signs or your daily mail. What if you could only write your name and address? Or couldn‘t fill out a job application on your own? Chances are you would be hesitant to get help because maybe you are embarrassed or felt cut off from the rest of society. Helping those in our community with literacy problems is why the Lee County Literacy Coalition (LCLC) established itself in 1989 and is why the organization still stands today determined to assist those who wish to better their literacy skills. Thus far, our free, one-on-one tutoring has worked for hundreds of motivated learners every year. The LCLC provides learning services in reading, writing, math, graduation exam preparation and GED certificate preparation. Learning materials are provided free of cost to learners. Tutors are volunteers dedicating their time to those in need. Seventeen percent of Lee County residents lack basic literacy skills. The LCLC strives to provide a quality education for its learners in a supportive environment that allows for individualized instruction. However, providing learners with free services does come at a cost, and the LCLC is always in need of volunteers and donations. Please call (334) 705-0001 for more information on how you can help! Let us know if you know someone in need of our services. Through our services, every learner has the possibility to develop the basic skills necessary to be successful in the workforce, strengthen family relationships and participate in society! Join in the cause! Sincerely, Sue Edge Executive Director Lee County Literacy Coalition

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Feature Story Page 1 of 1

Why it Pays to Volunteer

The Lee County Literacy Coalition is a nonprofit United Way agency whose mission is to

provide one-on-one literacy tutoring to Lee County residents. The LCLC opened its doors 19

years ago to help those who want to learn to read, write and further their education.

Many of the learners who come to the LCLC want help in obtaining their GED certificate,

gain literacy skills for jobs, or become better equipped to help their children and grandchildren

with schoolwork.

Tara Lanier and Laura Wortman are two volunteers at the LCLC. They both started

tutoring in September and have a passion for reading and sharing their talent with others.

Lanier tutors Mark, a 41-year-old male who recently decided he wants to go to Southern

Union and obtain his nursing degree. They meet once a week at the Auburn Public Library for an

hour and study language arts.

―I almost feel like I am getting more out of the experience than he is,‖ said Lanier. ―Mark

has decided at age 41 to make a positive change in his life, and I get to participate in making that

change.‖

Lanier said one of the reasons she chose to get involved in the LCLC is to honor her

grandmother and mother. Lanier‘s grandmother and mother were both teachers and

Lanier said that through tutoring she honors their memories.

Wortman is a freshman at Auburn University. She found out about the LCLC through the

volunteer fair at the student center.

Wortman has a history of tutoring children in English and Spanish so Sue Edge, the

director of the LCLC, paired her with Olivia and JiYoung, a mother and daughter who moved to

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Page 2 of 2

the United States 10 months ago from Korea. Wortman tutors the mother and daughter for two

hours a week in vocabulary, grammar and sentence structure.

―It is a great feeling when you pull an image up on the computer and the learner can spell

out and use the image in a sentence. Each week they progress and get better and better,‖ said

Wortman.

Volunteer tutors usually work with learners for several months. Edge tries to pair tutors

and learners based on personality and hobbies in order to make the learner feel as comfortable

as possible.

―If you have a love for reading and want to help others become passionate about reading,

consider volunteering as a tutor,‖ said Lanier. ―It is a rewarding feeling to know you helped

make a positive change in a person‘s life.‖

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Public Service Announcement ―Lee County Literacy Coalition Services‖ PSA

RELEASE DATE 1-10-11

Music/SFX Copy

ADD MUSIC TO

MAKE 60 SECONDS

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DO YOU STRUGGLE WITH READING, WRITING, MATH OR

GRAMMAR? ARE YOU INTERESTED IN OBTAINING YOUR G.E.D.

CERTIFICATE AND FURTHERING YOUR EDUCATION TO ITS

HIGHEST POTENTIAL? IF YOU OR SOMEONE YOU KNOW

ANSWERS YES TO ONE OF THESE QUESTIONS CONTACT THE

LEE COUNTY LITERACY COALITION SO WE CAN HELP YOU. THE

LEE COUNTY LITERACY COALITION IS A NONPROFIT UNITED

WAY AGENCY DEDICATED TO PROVIDING FREE, YES FREE, ONE

ON ONE TUTORING TO LEE COUNTY RESIDENTS INTERESTED

IN OBTAINING THEIR G.E.D. CERTIFICATE OR ADVANCING

THEIR READING LEVEL. TUTORS WORK INDIVIDUALLY WITH

LEARNERS TO MAKE THE LEARNING PROCESS A SUCCESS. WE

OFFER A COMFORTABLE AND CONFIDENTIAL ENVIRONMENT

FOR ALL LEARNERS. IF YOU ARE INTERESTED IN THE

SERVICES OR WANT TO VOLUNTEER AND HELP SOMEONE

MAKE A POSITIVE CHANGE IN THEIR EDUCATION PLEASE VISIT

LEE COUNTY LITERACY DOT ORG OR SEARCH OUR FACEBOOK

PAGE AT LEE COUNTY LITERACY COALITION. LEE COUNTY

LITERACY COALITION. THROUGH LITERACY WE CAN START A

NEW CHAPTER.

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Literacy Week Materials

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Donation Letter to Local Businesses for Raffle Prizes December 6, 2010 [Contact person‘s name] [Contact person‘s position] [Company Address] Dear [Name of Contact Person], Reading this sentence might be something you are doing with ease right now, but imagine being part of the 17 percent of Lee County residents who struggle daily to read. A simple task, such as reading their mail, is a daily challenge for hundreds of residents in Lee County. The Lee County Literacy Coalition is a United Way nonprofit organization dedicated to helping adults and adolescents read, write and acquire the basic skills for success in todays world. In order to increase awareness about the services offered, LCLC will be hosting a Lee County Literacy Week comprising of three days of events focusing on raising awareness for literacy and funds for the organization. The final event of literacy week will be a ―SCRABBLE® for Literacy‖ tournament. The LCLC is asking three schools to participate in raffles in order to increase the community‘s involvement during literacy week. I would like to extend an invitation to you to be a part of your local community‘s literate success. As a prize for the winners of the raffles, the LCLC is going to put together three gift baskets filled with items donated from local businesses. Three items donated from each business would be ideal to create enjoyable prize baskets for the students. Thank you for taking the time to read this letter. With your support and donated prizes, we hope to make a positive impact on the literacy rate in Lee County. Sincerely, Sue Edge Executive Director Lee County Literacy Coalition P.S. Donations should be brought by the Lee County Literacy Coalition no later than Monday, Jan. 3, 2010 by 4 p.m. Thank you!

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News Release for Week’s Events

CELBRATE LITERACY, LEE COUNTY!

The Lee County Literacy Coalition will kick off its first annual Literacy Week

OPELIKA, Ala. — Picture for a moment that you are an adult unable to read your daily mail

and street signs, or that you‘re unable to fill out a job application on your own. How would you

feel? Embarrassed and disconnected from society? The Lee County Literacy Coalition is fighting

illiteracy as it hosts the first annual Lee County Literacy Week. Jan. 24 to Jan.29 will be deemed

literacy week and will include a bake sale and used book sale leading up to the week‘s final event,

a weekend ―SCRABBLE® for Literacy‖ tournament.

Fundraising is a vital component for day-to-day operations and maintaining the free

one-on-one tutoring. While the LCLC is partially funded by the United Way of Lee County, it

relies on a majority of its funds to come from corporate grants and donations. Funds from all

the events will go directly to the LCLC.

A bake sale will be held on Monday, Jan. 24. The LCLC will have a table set up on

Auburn University‘s concourse with volunteers selling baked goods for only $1, from 10 a.m.

until 4 p.m. On Wednesday, Jan. 26, a used book sale will be hosted at the libraries of Wrights

Mill Road Elementary School and Cary Woods Elementary School. Donations are currently

being taken for the used book drive and will continue through Jan. 25. Boxes will be placed at

local churches, Books-A-Million, Dean Road Parks and Recreation, Auburn and Opelika public

libraries, Shakey‘s Pizza, Frog Legs and Village Mall.

-more-

FOR IMMEDIATE RELEASE January 3, 2010

Contact Information: Sue Edge

Executive Director Phone: (334) 705-0001

Fax: (334) 745-5606 litcoalition@bellsouth.net

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Page 2 of 2

Residents of Lee County can participate in this fundraiser by dropping used books in the

boxes at the designated locations. Depending on the book‘s condition, books will be sold for $1

to $5.

Ending the first annual Lee County Literacy Week will be a ―SCRABBLE® for Literacy‖

tournament held on Saturday, Jan. 29, at the Salvation Army beginning at 1 p.m. Registration

begins Monday, Jan. 3. Teams of two players will compete in one of four age brackets: ages

9 to 10, ages 11 to 13, ages 14 to 18 and ages 19 and up. Each team must pay a registration fee of

$30, or $15 per person or raise at least $30 per team in pledges.

Trophies and prizes will be awarded to the first, second and third place winners of each

age bracket and teams who register before Jan. 20 are eligible to participate in a drawing for a

J&M Bookstore gift card.

For more information on Lee County Literacy Week, visit the LCLC‘s Facebook page for

updates and information on where to register, or call (334) 705-0001.

ABOUT THE LEE COUNTY LITERACY COALITION

The Lee County Literacy Coalition, incorporated in 1989, is a United Way nonprofit organization

based out of Opelika, Ala. The LCLC is dedicated to serving Lee County residents in need of free

tutoring services. Services offered include assisting learners in how to read, GED certificate

preparation and assistance in preparing for the Alabama High School Graduation Exam. The

LCLC is located at 2133 Executive Park Drive, Opelika, Ala. 36801. For more information please

visit www.leecountyliteracy.org, or call (334) 705-0001.

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News Release for Bake Sale and Used Book Sale

THE LEE COUNTY LITERACY COALITION HOSTS BAKE SALE AND BOOK DRIVE

The LCLC kicks off its first annual literacy week with two fundraising events

OPELIKA, Ala. — The Lee County Literacy Coalition gears up for its first annual literacy week

from Jan. 24 to Jan. 29. This weeklong event includes two fundraisers leading up to a weekend

―SCRABBLE® for Literacy‖ tournament.

―Fundraising is very important to the LCLC. Our fundraisers, donations and grants help

us to purchase books and supplies for our tutors and learners. This is the only way we can offer

free tutoring. Any support is very much needed and appreciated,‖ said Executive Director Sue

Edge.

A bake sale will be the first of two fundraisers concentrated within Lee County Literacy

Week and will be held on Monday, Jan. 24. The LCLC will have a table set up on Auburn

University‘s concourse with volunteers to sell the baked goods for $1, from 10 a.m. until 4 p.m.

Those who wish to participate in the local community may donate materials for baked

goods including: cookie dough, brownie mix, saran wrap and any other additional cooking

materials. Any donations can be dropped off at the LCLC during business hours from 8 a.m.

until 5 p.m.

Following the bake sale, a used book sale will take place on Wednesday, Jan. 26, from

8 a.m. until 3:30 p.m., at the libraries of Wrights Mill Road Elementary School and Cary Woods

Elementary School. Books will be sold from $1 to $5 depending on the condition of the book.

-more-

FOR IMMEDIATE RELEASE January 17, 2010

Contact Information: Sue Edge

Executive Director Phone: (334) 705-0001

Fax: (334) 745-5606 litcoalition@bellsouth.net

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Page 2 of 2

Collections for the used book sale will be taken until Tuesday, Jan. 25. Boxes will be set

up at local churches, Books-A-Million, Dean Road Parks and Recreation, Auburn and Opelika

public libraries, Shakey‘s Pizza, Frog Legs and Village Mall. Residents of Lee County can

participate in this fundraiser by dropping used books in the boxes at the designated locations.

ABOUT THE LEE COUNTY LITERACY COALITION

The Lee County Literacy Coalition, incorporated in 1989, is a United Way nonprofit organization

based out of Opelika, Ala. The LCLC is dedicated to serving Lee County residents in need of free

tutoring services. Services offered include assisting learners in how to read, GED certificate

preparation and assistance in preparing for the Alabama High School Graduation Exam. The

LCLC is located at 2133 Executive Park Drive, Opelika, AL 36801. For more information please

visit www.leecountyliteracy.org or call (334) 705-0001.

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Pitch Letter to Schools for Involvement [Contact person‘s name goes here] [Contact person‘s position goes here] [School Name] [School Address] Dear [Contact Name], Did you know that there are approximately 11,830 out of 91,000 residents in Lee County who lack basic literacy skills? The Lee County Literacy Coalition is a United Way, nonprofit agency devoted to helping adults and adolescents read, write and acquire the basic skills for success in todays world. In order to better serve the community, the Lee County Literacy Coalition could use your help along with other local schools by participating in our first annual Lee County Literacy Week. The literacy week will take place Jan. 24 to Jan. 29. During literacy week, we are asking you to get involved by having your students design bookmarks on whatever they please. We also encourage you, as a school, to have each teacher devote one hour of class time to individual or group reading on Monday, Jan. 24, 2011. Literacy week is a great way for us to raise awareness about our services. This weeklong event is focused around fundraising and leads up to a ―SCRABBLE® for Literacy‖ tournament that your students can participate in. We would be pleased and thankful if your school participates during the Lee County Literacy Coalition‘s Literacy Week. Sincerely, Sue Edge Executive Director Lee County Literacy Coalition

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Pitch Letter for Schools Involved in the Raffle [Contact person‘s name goes here] [Contact person‘s position goes here] [School Name] [School Address] Dear [Contact Name], Lee County Literacy Week is a great opportunity for the Lee County Literacy Coalition to raise funds and promote awareness about the services offered in the community. Your school (one of three) has been chosen to participate in our literacy week raffle fundraiser starting on Jan. 24, 2011 as a way to help the LCLC! As a school, you are asked to sell raffle tickets provided by the LCLC to your students every day during literacy week for 50 cents each. When a student purchases a raffle ticket, his or her full name and homeroom teacher will be written on the ticket and placed into a raffle box provided by the LCLC. Three prize baskets, one for each school, will be filled with items donated from businesses in the community. The prize basket will be displayed at the schools during the raffle for students to see. There is no limit on the number of tickets each student can buy. On Friday, Jan. 28, 2011, the raffle will end and a student winner from each school will be selected to win the prize. We encourage you and your students to get involved in the literacy week raffle fundraiser to help make a difference in our community. Sincerely, Sue Edge Executive Director Lee County Literacy Coalition

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Pitch Letter for Schools Involved in the Used Book Sale [Contact person‘s name goes here] [Contact person‘s position goes here] [School Name] [School Address] Dear [Contact Name], Literacy Week is a great way for the Lee County Literacy Coalition to raise funds and promote awareness about the services offered in the community. Your school along with [name other school here] has been chosen to participate in our Lee County Literacy Week used book sale on Wednesday, Jan. 26, 2011, as a way to help the LCLC. With your help the book sale can bring much needed funds to our nonprofit. The LCLC is having a used children‘s book drive beginning Monday, Jan. 3, 2011. There will be boxes set up at local businesses, churches and libraries in Lee County for local residents to get involved by donating books. Students from Auburn University and parents from the school‘s PTA will sell the books. The books will be set up in your library and displayed on library tables. The books will be sold to the students at your school. Any library staff is welcome and encouraged to participate. At the end of the day I, the LCLC director, will go to your school and collect the total profits and books left over from the sale. Books will be sold for $1 to $5 based on the condition. We hope to have you on board during our literacy week and look forward to working with you! Every one of your students is an important helping hand to the LCLC. We hope that you will help the illiterate citizens of Lee County start a new chapter and make a positive impact. Sincerely, Sue Edge Executive Director Lee County Literacy Coalition

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PSA for Lee County Literacy Week Events

RELEASE DATE 1-10-11

Music/SFX Copy

THE FIRST SIX

SENTENCES

SHOULD BE READ

BY A DIFFERENT

PERSON.

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EXPLORE NEW WORLDS. GO ON AN ADVENTRURE. TAKE

A JOURNEY INTO IMAGINATION. SEE STRANGE LANDS.

MAKE NEW FRIENDS. DISCOVER A NEW UNIVERSE. THE

LEE COUNTY LITERACY COALITION IS ASKING YOU TO

HELP PROMOTE LITERACY JANUARY TWENTY FOURTH

THROUGH THE TWENTY NINTH. THE WEEK WILL KICK

OFF WITH A BAKE SALE MONDAY, JANUARY TWENTY

FOURTH AT THE CONCOURSE AT AUBURN UNIVERSITY.

THE FIRST ANNUAL SCRABBLE FOR LITERACY

TOURNAMENT ON SATURDAY JANUARY TWENTY NINTH

WILL CONCLUDE THE WEEKS FESTIVITIES AND DON‘T

FORGET TO DONATE YOUR USED CHILDRENS BOOKS AT

BOOKS-A-MILLION AND THE AUBURN AND OPELIKA

PUBLIC LIBRARIES FOR THE USED BOOK SALE. ALL

PROCEEDS BENEFIT THE LEE COUNTY LITERACY

COALITION. CELEBRATE LITERACY JANUARY TWENTY

FOURTH THROUGH THE TWENTY NINTH. THROUGH

LITERACY WE CAN START A NEW CHAPTER. VISIT LEE

COUNTY LITERACY DOT ORG OR CHECK OUT OUR

FACEBOOK PAGE FOR MORE INFORMATION.

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Book Drive Flyer

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Book Sale Flyer

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Video News Release Script *Digital version can be found on disc in the Appendix.

RELEASE DATE 1-10-11

Music/SFX Copy

THE FIRST SIX

SENTENCES

SHOULD BE READ

BY A DIFFERENT

PERSON. DIRECTOR

OF LCLC WILL READ

THE REST.

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EXPLORE NEW WORLDS. GO ON AN ADVENTRURE. TAKE

A JOURNEY INTO IMAGINATION. SEE STRANGE LANDS.

MAKE NEW FRIENDS. DISCOVER A NEW UNIVERSE. THE

LEE COUNTY LITERACY COALITION IS ASKING YOU TO

HELP PROMOTE LITERACY JANUARY TWENTY FOURTH

THROUGH THE TWENTY NINTH. THE WEEK WILL KICK

OFF WITH A BAKE SALE MONDAY, JANUARY TWENTY

FOURTH AT THE CONCOURSE AT AUBURN UNIVERSITY.

THE FIRST ANNUAL SCRABBLE FOR LITERACY

TOURNAMENT ON SATURDAY JANUARY TWENTY NINTH

WILL CONCLUDE THE WEEKS FESTIVITIES AND DON‘T

FORGET TO DONATE YOUR USED CHILDRENS BOOKS AT

BOOKS-A-MILLION AND THE AUBURN AND OPELIKA

PUBLIC LIBRARIES FOR THE USED BOOK SALE. ALL

PROCEEDS BENEFIT THE LEE COUNTY LITERACY

COALITION. CELEBRATE LITERACY JANUARY TWENTY

FOURTH THROUGH THE TWENTY NINTH. THROUGH

LITERACY WE CAN START A NEW CHAPTER. VISIT LEE

COUNTY LITERACY DOT ORG OR CHECK OUT OUR

FACEBOOK PAGE FOR MORE INFORMATION.

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Facebook Event Page

*Continued on next page (page 1 of 2)

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* (page 2 of 2) *Text for the Facebook event page can be found on the following page

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Facebook Event Page Text “Title of event”: Literacy Week -- "SCRABBLE® for Literacy" (LCLC) "Time": Monday, Jan. 24, 2011 at 10 a.m. - Saturday, Jan. 29, 2011 at 8 p.m. "Created by": Lee County Literacy Coalition "More Info": Residents of Lee County, gear up for the first annual Lee County Literacy Week sponsored by your local Lee County Literacy Coalition. Lee County Literacy Week is comprised of two fundraising events leading up to the main event, the ―SCRABBLE® for Literacy‖ tournament. Local residents are encouraged to get involved in literacy week to make this as successful and fun as possible while giving back to our community! Volunteers are important to us! Below is the calendar of events for Lee County Literacy Week: Monday, Jan. 3, 2011 This is first day to register for the ―SCRABBLE® for Literacy‖ tournament! (Used Book Drive): Boxes will be set up at local churches, Books-A-Million, Dean Road Parks and Recreation, Auburn and Opelika public libraries, Shakey‘s Pizza, Frog Legs and Village Mall. The boxes will provide a place for people to donate used children‘s books. This event ends on Jan. 24, 2011. If you would like to donate boxes or make any type of monetary donation, please contact the LCLC. Sunday, Jan. 23, 2011: Volunteers, using their own means, will purchase and bake the cookies and wrap them in saran wrap. If you want to donate baking goods or help out, please contact Tara Lanier of PRCA. Monday, Jan. 24, 2011 (Bake Sale): This is the day of the bake sale! Volunteers will help sell baked goods with the LCLC‘s logo on it on Auburn University's concourse. There will be brochures and fact sheets about the LCLC as well as information and registration forms for the ―SCRABBLE® for Literacy‖ tournament. Please contact Tara Lanier if you want to get involved with the bake sale. Wednesday, Jan. 26, 2011 The used book drive sale takes place today. Saturday, Jan. 29, 2011 (―SCRABBLE® for Literacy‖ tournament): This is the day of the actual ―SCRABBLE® for Literacy‖ tournament! To learn more about the ―SCRABBLE® for Literacy‖ tournament, please contact the LCLC. If you want to volunteer to help with this event, please contact the LCLC.

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Sticker and Bookmark Handouts

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“SCRABBLE® for Literacy” Tournament Materials

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Logo

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News Release for “SCRABBLE® for Literacy” tournament

THE LEE COUNTY LITERACY COALITION IS HOSTING THEIR FIRST ANNUAL

SCRABBLE TOURNAMENT

OPELIKA, Ala. — On Saturday, Jan. 29, the Lee County Literacy Coalition will host its first

annual ―SCRABBLE® for Literacy‖ tournament at the Salvation Army. Registration for the

tournament begins on Jan. 3.

―SCRABBLE® for Literacy‖ is a fundraising event for the LCLC. All proceeds will go to

improving the organization‘s services and creating awareness.

The ―SCRABBLE® for Literacy‖ tournament will consist of three 30 minute games in a

single elimination format. Each team will consist of two people. Teams will play in one of four

age brackets; ages 9 to 10, ages 11 to 13, ages 14 to 18 and ages 19 and up. The registration fee for

each team is $30. Registration forms can be found at the LCLC or at local businesses around the

community. Trophies and prizes will be awarded to all first, second and third place teams from

each age bracket.

The teams that register for the tournament before Jan. 20 will be entered into a drawing

for a J&M Bookstore gift card. The final day to register is Jan. 28. The tournament will begin at

1 p.m.

For more information about the ―SCRABBLE® for Literacy‖ tournament please contact

the LCLC or check the LCLC Facebook page for daily updates.

-more-

FOR IMMEDIATE RELEASE January 24, 2011

Contact Information: Sue Edge

Executive Director Phone: (334) 705-0001

Fax: (334) 745-5606 litcoalition@bellsouth.net

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Page 2 of 2

ABOUT THE LEE COUNTY LITERACY COALITION

The Lee County Literacy Coalition, incorporated in 1989, is a United Way nonprofit organization

based out of Opelika, Ala. The LCLC is dedicated to serving Lee County residents in need of free

tutoring services. Services offered include assisting learners in how to read, GED certificate

preparation and assistance in preparing for the Alabama High School Graduation Exam. The

LCLC is located at 2133 Executive Park Drive, Opelika, AL 36801. For more information please

visit www.leecountyliteracy.org, or call (334) 705-0001.

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PSA for “SCRABBLE® for Literacy” tournament

RELEASE DATE 1-3-11

Music/SFX Copy

ADD MUSIC 0-

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SCRABBLE FOR LITERACY ON SATURDAY JANUARY TWENTY

NINTH WITH THE LEE COUNTY LITERACY COALITION. THE

FIRST ANNUAL SCRABBLE FOR LITERACY TOURNAMENT WILL

BE A SINGLE ELIMINATION COMPETITION AMONG TEAMS OF

TWO PLAYERS EACH. REGISTRATION FOR THE TOURNAMENT

BEGINS JANUARY THIRD AND COSTS FIFTEEN DOLLARS PER

PLAYER. VISIT LEE COUNTY LITERACY COALITION OR OUR

WEBSITE AT LEE COUNTY LITERACY COALITION DOT ORG TO

REGISTER. SO GRAB A FRIEND AND HELP PROMOTE LITERACY

ON JANUARY TWENTY NINTH. LEE COUNTY LITERACY

COALTION. THROUGH LITERACY WE CAN START A NEW

CHAPTER.

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“SCRABBLE® for Literacy” tournament Flyer

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Rack Card for “SCRABBLE® for Literacy” tournament

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FAQ Sheet for “SCRABBLE® for Literacy” tournament

Frequently Asked Questions What is SCRABBLE®? SCRABBLE® is a popular word game in which two to four players score points by forming words from individually lettered tiles on a game board. Who can participate in the “SCRABBLE® for Literacy” tournament? Teams will play in one of four age brackets: ages 9 to 10, ages 11 to 13, ages 14 to 18, and ages 19 and up. Teams can be all male, all female or coed, but both partners must be in the same age group. Is there a fee to enter? A registration fee of $15 will be charged for each individual. Players are expected to raise at least $15 each in pledges to participate. What does the winning team get? A trophy will be awarded to the top three winning teams. How many people can be on one team? There will only be allowed two players per team. Where is the “SCRABBLE® for Literacy” tournament? Salvation Army How long will the tournament last? The tournament will consist of three 30 minute rounds. The length of the tournament depends on the amount of teams participating. What is the purpose of the “SCRABBLE® for Literacy” tournament? The ―SCRABBLE® for Literacy‖ tournament and literacy week is designed to raise money for the Lee County Literacy Coalition and enhance awareness of its services while involving and giving back to the community. Where can a team register for the tournament? Registration forms can be found on the Lee County Literacy Coalition website or on flyers and rack cards at businesses around Lee County. These include: Auburn and Opelika libraries, Kroger, Winn-Dixie, Publix, Auburn University Student Center, Village Mall, Big Blue Bagel, Books-A-Million, J&M Bookstore, Anders Bookstore, Big Blue Bookstore, bulletin boards in Haley Center, local churches, Auburn and Opelika schools.

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Bracket for “SCRABBLE® for Literacy” tournament

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Recommendations A suggestion that could greatly benefit the LCLC is to acquire an intern provided by Auburn University each semester. The intern could focus solely on the efforts of Lee County Literacy Week along with keeping the website, tutor handbooks, and media kit current. The internships could be part-time and one semester long to focus on the ―SCRABBLE® for Literacy‖ campaign or create their own campaign to increase fundraising for the LCLC. This would allow the LCLC director to continue other projects while overseeing interns and helping them apply their knowledge in ways to better the organization as a whole. This would allow the LCLC to continue its partnership with Auburn University and possibly generate more volunteers through student internships. The LCLC‘s partnership with Auburn University should continue. Through internships, students at Auburn are getting hands-on experience that they cannot learn out of a book. It is a successful way for students to implement the skills they have obtained before graduation. The LCLC can only benefit from this because interns bring fresh and new ideas to the table. In order to continue receiving donations, the PRCM group suggests a donation letter. Donations help fund the LCLC and donors should be knowledgeable about where their money is going. The PRCM group also suggests sending a newsletter to those who make a donation. This will allow donors to stay updated on the progress of the LCLC, to see where their money is going and who is benefiting. *A newly designed newsletter template can be found in the following pages

The PRCM group also suggests that the LCLC start using a tutor log to keep up with the progress of the learners. The LCLC will be able to track its success with the help of a progress report. Tutors will begin a tutor log when they are assigned with a learner and update it weekly after meeting sessions. This will help the LCLC see how much they benefit individual learners and also show the tutor where improvements can be made and where the most progress has been achieved. *A sample of the tutor log can be found in the following pages.

Over the years social media has grown to benefit a vast range of businesses. The PRCM group highly recommends that the LCLC regularly update the organization‘s Facebook page. A program called HootSuite would be beneficial to the LCLC director as they can schedule posts to go out on specific days and times in the future to save time. Lastly, Phi Sigma Pi is a coed honors fraternity through Auburn University. Its philanthropy is Teach for America, which is geared towards promoting educational equality. The PRCM group suggests that the director of the LCLC get involved with this fraternity at Auburn University. The resources it provides can be used to reach a larger audience and create more awareness and raise donations. Phi Sigma Pi can also be beneficial in generating tutors and more volunteers to the LCLC.

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Recommended Tutor Log

Learner Name Date

Individual Learning Tutor Log

Learning Area Learning Goal Entry Skills Achievement

Work habits

Needs Attention Acceptable Very Good Excellent

Effort

Achievement Ratings:

1 No progress

2 Little progress

3 Satisfactory Progress

4 Good progress

5 Very good progress

6 Excellent progress

What learner has achieved

Areas for improvement/future learning

What can be done to help learners progress

Other Comments

Attendance #:

Tutor Date

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Recommended LCLC Facebook Page

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Recommended Newsletter Template

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(Front page)

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(Inside page)

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(Back page)

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Conclusion ―SCRABBLE® for Literacy,‖ an awareness and fundraising campaign for the Lee County Literacy Coalition, was developed in fall 2010. Group members included Kendalle Crow, Erin Edwards, Whitney Hicks and Lauren Mullican. In the future, the group hopes the LCLC will take the group‘s suggestions and implement the changes in order to enhance the future of the LCLC. Plans should be put into motion for literacy week at the start of December 2010. The PRCM group suggests the LCLC bring on interns to assist in carrying out the proposed campaign. The PRCM group is confident this campaign will aid the LCLC in successfully moving forward in increasing their awareness and raising funds needed to accomplish their future goals.

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Appendix

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Appendix A Works Cited Alabama literacy rate improves. (2009, January 11). The Gadsden Times, Retrieved from http://www.gadsdentimes.com/article/20090111/NEWS/901120288 Almanac of Policy Issues. (2003). Literacy in the United States. National institute for literacy. Retrieved November 7, 2010, from http://www.policyalmanac.org/education/archive/literacy.shtml Humboldt Literacy Project (2003). Fast facts on literacy from the national institute for literacy. Retrieved from http://www.eurekawebs.com/humlit/fast_facts.htm Literacy coalition of central texas. (2009). Retrieved from

http://www.willread.org/Literacy-Referral-Services-Hotline.html Literacy coalition of palm beach county. (2010). Retrieved from http://www.literacypbc.org/ Lumpkin county literacy coalition. (n.d.). Retrieved from http://lumpkinliteracy.org/index.htm National Center for Education Statistics. U.S. Department of Education Institute, National

Center for Education Statistics. (2003). State and county estimates of low literacy Washington, DC: EDPubs.gov. Retrieved from http://nces.ed.gov/naal/estimates/StateEstimates.aspx

Northwest indiana literacy coalition. (n.d.). Retrieved from

http://www.nwiliteracy.org/homeabout.html

Play scrabble to help literacy council. (2010, September 7). Kearney Hub,

Retrieved from http://www.kearneyhub.com/news/local/article_1298402e-baa5-11df-baa7-001cc4c03286.html

Scrabble: an entertaining way to improve your child's vocabulary and

spelling skills . (2010). Math and Reading Help, Retrieved from http://math-and-reading-help-for-kids.org/articles/ Scrabble:_An_Entertaining_Way_to_Improve_Your_Child's_Vocabulary_and_Spelling_Skills.html

Scrabble for literacy. (n.d.) Retrieved from http://scrabbleforliteracy.com/index.php

St. vincent randolph hospital. (n.d.). Retrieved from

http://www.stvincent.org/St-Vincent-Randolph/Community-Connections/Programs/Randolph-County-Literacy-Coalition.aspx

Summer Institute of Lingustics, (2001). Facts about illitarcy. International Literacy Day,

Retrieved from http://www.sil.org/literacy/litfacts.htm

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Sweikar, M.K. (2010, September 7). Reader's route scrabble tournament spells success. The Commercial-News, Retrieved from http://commercial-news.com/local/x1612543144/Reader-s-Route-

Scrabble-tournament-spells-success

Tennessee literacy coalition. (2010). Retrieved from

http://www.tnliteracy.org/What_We_Do.html UNICEF, (1999). The state of the worlds children 1999. Education for all, Retrieved from http://www.unicef.org/sowc99/ United Nations Education, Scientific and Cultural Organization (2001). Unesco institute for

lifelong learning. Reading for a Billion: Same Language Subtitling, Retrieved from http://www.unesco.org/uil/litbase/?menu=4&programme=62

U.S. Department of Education. (2007). Fast Facts. National center for education statistics.

Retrieved November 7, 2010, from http://nces.ed.gov/fastfacts/display.asp?id=69

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Appendix B LCLC Learner Data 2009

1st QTR 2009 CLIENTS SERVED THIS QUARTER

Age Gender Race Culture

Lee Male Female Total White Black Other Total Hispanic

<6 8 8 16 3 12 1 16 0

6–18 26 30 56 3 53 0 56 0

19–59 38 56 94 18 75 1 94 0

60+ 3 4 7 1 6 0 7 0

Total 75 98 173 25 146 2 173 0

2nd QTR 2009 CLIENTS SERVED THIS QUARTER

Age Gender Race Culture

Lee Male Female Total White Black Other Total Hispanic

<6 7 8 15 3 11 1 15 0

6–18 12 13 25 2 23 0 25 0

19–59 41 58 99 22 76 1 99 0

60+ 2 4 6 0 6 0 6 0

Total 62 83 145 27 116 2 145 0

3rd Qtr 2009 CLIENTS SERVED THIS QUARTER

Age Gender Race Culture

Lee Male Female Total White Black Other Total Hispanic

<6 7 8 15 3 11 1 15 0

6–18 10 17 27 2 25 0 27 0

19–59 51 68 119 25 93 1 119 1

60+ 3 5 8 0 8 0 8 0

Total 71 98 169 30 137 2 169 1

4th Qtr 2009 CLIENTS SERVED THIS QUARTER

Age Gender Race Culture

Lee Male Female Total White Black Other Total Hispanic

<6 7 8 15 3 11 1 15 0

6–18 12 23 35 1 26 0 35 0

19–59 49 63 112 24 85 2 112 1

60+ 3 2 5 0 5 0 5 0

Total 71 96 167 28 127 3 167 1

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LCLC Learner Data 2010

CLIENTS SERVED FIRST QUARTER 2010

Age Gender Race Culture

Lee Male Female Total White Black Other Total Hispanic

<6 8 10 18 3 14 1 18

6–18 12 9 21 21 21

19–59 23 28 51 2 48 1 51

60+ 7 3 10 10 10

Total 50 50 100 5 93 2 100

CLIENTS SERVED SECOND QUARTER 2010

Age Gender Race Culture

Lee Male Female Total White Black Other Total Hispanic

<6 15 14 29 3 23 3 29 1

6–18 14 10 24 0 23 1 24

19–59 30 42 72 4 66 2 72

60+ 8 2 10 0 10 0 10

Total 67 68 135 7 122 6 135 1

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Appendix C Survey

Lee County Literacy Coalition

1. How familiar are you with the Lee County Literacy Coalition? (Please circle)

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Not at All Slightly Somewhat Moderately Extremely Familiar Familiar Familiar Familiar Familiar 2. Are you familiar with the services the Lee County Literacy Coalition provides? (Please circle) Yes No 3. Do you personally know anyone who is illiterate or could benefit from the Lee County Literacy Coalition’s GED services? (Please circle) Yes No 4. What is your ZIP code? ______________ 5. Are you male or female? ______________ 6. What is your age? ______________ 7. (Optional) If you are interested in learning more about the Lee County Literacy Coalition please provide your contact information below: __________________________________________________________________ *Results found on the following page

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Results Total Surveys: 113 (n = 113) Question 1: How familiar are you with the Lee County Literacy Coalition? Not at all familiar 55% Slightly familiar 15% Somewhat familiar 10% Moderately familiar 8% Extremely familiar 10% Question 2: Are you familiar with the services the Lee County Literacy Coalition provides? Yes 27% No 72% Question 3: Do you personally know anyone who is illiterate or could benefit from the Lee County Literacy Coalition’s GED services? Yes 30% No 70% Question 4: What is your ZIP code? 36801 – 16% 36804 – 13% 36830 – 31% 36832 – 20% All other zip codes recorded - <3% Question 5: What is your gender? Male – 31% Female- 69% Question 6: What is your age? Ages ranged from 18 – 84. *Charted results can be found on the following page

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How familiar are you with the Lee County Literacy Coalition? 55% - Not at all familiar 15% - Slightly familiar 10% - Somewhat familiar 8% - Moderately familiar 10% - Extremely familiar

Are you familiar with the services the Lee County Literacy Coalition provides? 27% - Yes 72% - No

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Do you personally know anyone who is illiterate or could benefit from the Lee County Literacy Coalition’s GED services? 30% - Yes 70% - No

What is your ZIP code? 16% - 36801 13% - 36804 31% - 36830 20% - 36832 Less than 3% - All other zip codes

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What is your gender? 31% - Male 69% - Female

What is your age? Ages ranged from 18-84

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Appendix D Press List

*The full press list can be found on the remaining pages