April 17

2013Communication Plan for a WALK FOR DIABETES joint venture between the Juvenile Diabetes Association and Longwood University to raise awareness and contribute funds to the Richmond, VA regional organization.

AK2S PUBLIC RELATIONS is dedicated to helping non-profit organizations increase proceeds through executing successful events, fundraisers, and campaigns. Our goal is to help partner organizations create and implement effective communication plans.

The Executive Team Talks about WHY JUVENILE DIABETES?

STERLING OLIVER: Organization Liaison“My family has a history of diabetes and as we age we are more at risk for it. When my father gave up smoking a couple years ago it triggered his diabetes early. However, he always says "I would rather live with diabetes than die of lung cancer." That is why I think this is such a wonderful cause; we are helping those living with diabetes to have an easier life and fighting for a diabetes free future. “

KASEY MOORE: Creative Design“Diabetes is a disease that hits close to home for my family, friends, and I. My aunt has lived with diabetes her whole life and has had a constant struggle with the disease. When I came to college my freshman roommate and now best friend’s older sister developed diabetes when she was three years old. I have attended and participated in events that work towards to finding a cure with her. I believe JDRF is a very important organization that has a wonderful cause. Our organization is looking forward to helping this philanthropy raise money and awareness about diabetes.”

SAM LEECH: Team Researcher“One of my close friends was diagnosed in the 7th grade with Type 1 Diabetes and struggles with it every day. She had to make many life changes especially when it came to her diet. She has to count her carbs every day and make sure she exercises enough to regulate her glucose levels. Although she is strong, it is still an inconvenience that has been forced upon her and her life.”

AUSTIN LING: Specialized Writer “My uncle has Type 1 Diabetes. As a child, I always wondered why my uncle had to give himself a shot every day. I didn’t understand why someone would want to prick themselves with a needle, not realizing it was something

he had to do. With this childhood memory in my head, I realized I wanted to help find a cure so people like my uncle didn’t have to hurt themselves every day. With our continuous progression of medical technology, I find it hard to believe there is no way to find a cure for Type 1 Diabetes. With the help of our company, JDRF will only be one step closer to finding that cure!”OUR “BIG IDEA” AK2S’s recommendation for JDRF was to hold a walk through Longwood University’s campus in order to raise awareness and funds for diabetes. AK2S was excited to partner with Alpha Gamma Delta in order make a difference in the lives of the people who are affected by this disease. All money that was raised went to the JDRF chapter of Richmond, VA.

Tactics: AK2S created a banner to promote the walk. The banner included JDRF’s logo along with our partner Alpha Gamma Delta’s logo and our organization’s logo. A table was set up so the walkers were able to register and donate money. Through our partnership with Alpha Gamma Delta AK2S was able to better spread the word about the walk, which helped raise more money.

Short Term Goals: One short term goal for this event was to raise at least $100. We exceeded this amount and raised $283. After raising this much money our organizations were ecstatic. We were so impressed by the turn-out and are happy to say we had an overly successful event.

Long Term Goals: AK2S has been working hard to get word out about the JDRF walk. A long term goal of the organization would be for the event to snowball into the town of Farmville. AK2S would like to hold an even bigger event for this cause. We would plan other events such as a dance-a-thon or marathon. These types of events would also attract more people. If we are able to attract more people then we can raise more money.

FORMATIVE RESEARCH TARGET AUDIENCE: The campus community that includes faculty, staff,

students, and campus organizations. Anyone that is willing to donate money to the wonderful organization of JDRF.

OBJECTIVES: To plan and implement a successful JDRF walk to raise money for this important cause.

“I would love to see this event get even bigger, my friend has diabetes and I would love to see you all raise as much money as possible for the cause.”

To help bring the association closer to finding a cure for the disease through raising funds for the Juvenile Diabetes Research Foundation.

To improve the lives of people affected by diabetes by raising awareness and giving support. To help manage and prevent diabetes through

walking and educating.

APPROACH: We are working with the sorority of Alpha Gamma Delta, whose philanthropy is Juvenile Diabetes.

Juvenile Diabetes Research Foundation

Background and Event Information

HISTORY OF JDRFThe Juvenile Diabetes Research Foundation (JDRF) was founded in 1970 in the Philadelphia area by a group of parents with children who had type 1 diabetes. JDRF has become a world-wide leader in the fight against type 1 diabetes by advocating and providing funding for research about the disease, raising $110 million in 2012 alone. Since its founding, the foundation has raised over $1.7 billion for research. JDRF is also the leading organization world-wide that focuses on type 1 diabetes research. There are branches in 17 countries with majority of the branches being in the United States.

GOAL AND MISSIONThe goal of JDRF is to remove Type 1 diabetes from peoples’ lives until we achieve a world without type 1 diabetes. JDRF’s mission is to unify global efforts to cure, treat, and prevent type 1 diabetes.

PRODUCTS/SERVICESMore than 80% of what JDRF spends goes directly to research and research related education, among the highest percentages among charities

nationwide. In 2012, JDRF supported more than 50 clinical trials in hopes of creating new treatments and to gain better understanding of the cause and progression of the disease. They provide funding for late-stage clinical trials and advocate faster regulatory approval of new devices. They also partner with companies on research that might not otherwise receive funding. BRAND/IMAGE DEVELOPMENT

This brand image was chosen for the organization because it incorporates the first letter of each member’s first name, creating an acronym. The speech balloons are iconic for our organization’s foundation as a public relations and communication firm for non-profit organizations.

STAFFING AND BUDGET VOLUNTEER TIME: There were no expenses for staffing since this was a

non-profit event and all of the people working the event were volunteers. The volunteers include members of Alpha Gamma Delta and AK2S.

SET-UP TIME: One hour EVENT TIME: One hour TAKE-DOWN TIME: One hour

TOTAL TIME: Three hours

OUT-OF-POCKET EXPENSES $35 Materials for the banner 10 Decorations for event 10 Materials for advertising (posters) 10 Printing services 25

GRAND TOTAL $ 35

TEAM LOGOAK2S Team Members at the JDRF Walk. Note: Austin Ling was present at the walk but was off recruiting more participants .

EVENT DETAILSDATE OF EVENT: Thursday April 11th, 2013

TIME OF EVENT: 2:00 pm - 5:00 pmSET-UP: 2:00 pm REGISTRATION: 3:45 pmWALK: 4:00 pmTAKE-DOWN: 5:00 pm

LOCATION OF EVENT: The event began in front of Lancaster and continued throughout campus. The walk remained mostly on Brock Commons.

PARKING: Since most participants were faculty, staff, and students of Longwood University there was no parking scheduled. However parking spots with meters were located in front of Lancaster where commuting participants were able to park.

PREPARATIONS: For the walk’s registration two tables, four chairs, and a tent were scheduled through the Scheduling Office on campus. All of these resources were set up along with our banner in front of Lancaster (our starting point for the walk). Before the walk a walk route was submitted to the Police Station for approval. Once the police station approved our walk route we were able to start planning for the walk.

COST OF TICKET: $5 per walker

ATTENDEES: 36 walkers, 12 volunteers, 4 members of AK2S,

MONEY RAISED:MONEY FROM DONATIONS: $ 23 MONEY FROM TICKETS: $260TOTAL AMOUNT: $283

EVENT EVALUATION

JDRF Walk banner

Registration table and

The goals and objectives of AK2S for the JDRF Benefit Walk were to plan and implement a successful JDRF benefit walk to help raise money to bring the association closer to finding a cure for diabetes. We wanted to help raise awareness through the walk and educating the community in order to gain a greater support group for JDRF.

Our tactics included reaching out to the community with press releases and PSAs. The use of social media, such as Facebook, was also used. DHall tabling was set up for the event in order to raise awareness and posters were hung in order to gain support for the walk. The posters were placed in populated areas throughout the campus. We partnered with Alpha Gamma Delta in order to increase our revenue and support.

What we would have done differently: AK2S should have used more social media, such as Twitter, to promote the JDRF Walk. We could have done a better job with invitations, such as handing out personal invites to the walk to faculty and staff. Instead of hand done posters, our team could have printed out professional posters to advertise our campaign more professionally.

How we met our goals and objectives: Our walk was a huge success because we raised $283 for this wonderful cause. All the proceeds will benefit the Juvenile Diabetes Research Foundation fund. We were pleased with the amount of participation we received for our campaign.