Partners for Prevention

Presented by:

Project Team:
Vanessa Helberg
Brooke Rea
Mark Rosenberg
Erbold Uran

Table of Contents
Executive Summary......................................................................................................................... 1
Background ..................................................................................................................................... 1
Blue Cross Blue Shield of Texas........................................................................................... 1
Injury Prevention Center (IPC) ............................................................................................ 2
Proposal: ........................................................................................................................................ 4
Event Plan ........................................................................................................................... 4
Staffing ................................................................................................................................ 5
Budget ................................................................................................................................. 7
Implementation Schedule ................................................................................................... 8
Assumptions.................................................................................................................................... 9
Conclusion ....................................................................................................................................... 9
References .................................................................................................................................... 10
Appendix

List of Figures
Chart of IPC Priorities p.3

Executive Summary
Blue Cross Blue Shield proposes a partnership with the Dallas Chamber of Commerce to host an
Annual Casino Night fundraiser. The 2011 goal of raising $250,000 will benefit the Injury
Prevention Center (IPC) of Parkland Hospital. Monies will specifically be used to fund
partnership programs with different communities within Dallas, with the aim of preventing
severe injuries, the largest contributor to economic costs and deaths in Dallas County.
Background
Preventable injuries continue to be the leading cause of death for individuals ages 1-44 in the
United States. Preventable injuries include both intentional and unintentional actions. Parkland
Hospital lists injuries resulting from motor vehicle crashes, violence, falls and burns as the most
physically, emotionally and financially burdensome to Dallas County residents. Over 29.5 million
people are treated yearly for preventable injuries in emergency rooms; more than 150,000 of
those treated dies. Hospital emergency departments treat an average of 55 people for
preventable injuries every minute. On average, 33 children die every day because of
preventable injuries. The estimated annual cost of unintentional child injuries alone in the
United States is nearly $300 billion.
As a health insurance provider, Blue Cross Blue Shield of Texas is fully aware of the economic
and emotional impact that injuries have on the people and community we serve. Since many
injuries are avoidable, we want to broaden our efforts to support the Dallas community by
aiding in the education of residents and participating in a fundraiser to support the Injury
Prevention Center at Parkland Hospital. Although we excel at serving our clients in times of
crisis, we believe we can better serve both the insured and uninsured residents of Dallas County
by assisting in the deterrence of common injuries. We hope to alleviate some of the financial
burden and stress the city and its residents would face when dealing with an abundance of
preventable injuries.
Who is Blue Cross Blue Shield of Texas?
Established 80 years ago, Blue Cross Blue Shield of Texas (BCBSTX) became the first health
insurance provider in America. Today we are currently the largest health insurance provider in
Texas. Health Care Service Corporation, made up of BCBS Texas, Illinois, New Mexico and
Oklahoma, is the 4th largest health insurance provider in the country. Blue Cross Blue Shield of
Texas is a customer owned health insurer, with the goal of providing quality, affordable, and
outstanding service to its customers.
BCBSTX currently serves residents as well as many prominent companies based in Dallas and
across Texas. Our clients include American Airlines, Brinker International, Brookshire Grocery,
the City of Houston, Dell, the Employees Retirement System of Texas, Halliburton, H.E.B.
Grocery, Pilgrim's Pride, Rent-a-Center, Southern Methodist University (SMU), the Teacher

Retirement System of Texas, Temple Inland, the Texas A&M System, Texas Instruments, Texas
Medical Association and The University of Texas System.
Blue Cross Blue Shield of Texas has a proven history of supporting the health of residents in
Dallas. We have provided free immunizations to over 400,000 uninsured children through our
mobile Care Vans. Additionally, we administer the Texas Health Insurance Pool, which provides
coverage to eligible Texas individuals that due to certain conditions are unable to receive health
insurance from other commercial providers. In partnering with BCBSTX, the Dallas Chamber of
Commerce can expect a productive working relationship with a company committed to serving
the residents of Dallas County.
Injury Prevention Center (IPC)
The Injury Prevention Center describes its mission as dedicated to creating a safe community to
live, work and play, where people have the freedom to live to their full potential. The IPC addresses
both intentional and unintentional injuries for all ages and is committed to implementing longterm sustainable programs for vulnerable and underserved populations.
Created in 1991, the IPC was a response to the 38% increase in preventable injuries and trauma
related death in Dallas. Currently the IPC is housed in Parkland Hospital but supported by all
major hospitals in the Dallas Area. The IPC assisted Dallas in becoming the first World Health
Organization (WHO) endorsed Safe Community in the United States in 1996 and was later
recertified in 2007. The IPC believes in the proven financial and physical gains of prevention.
Programs are chosen with proven track records, and if none exist the IPC strives to create them.
The IPC rallies residents to take part in maintaining their own safety and participate in problem
identification, evaluation and resolution.
Some past successful initiatives include:

Dont Wreck Your Week- a traffic safety project resulting in a 17 percent

reduction in motor vehicle crashes in Dallas and a savings of $240,000 in medical
costs.
A child passenger safety project in West Dallas increased car seat use by 55
percentage points at a health clinic and 22 percentage points in the community as a
whole. A similar child passenger safety project implemented in 2002 in Southeast
Dallas increased car seat use in the entire area by 27 percentage points
Operation Installation has decreased residential fire death rates in the highest risk
areas of Dallas by 60 percent.

The Injury Prevention Center Priorities for 2010-2012:

Areas of Concern

Description

Violence
Prevention

IPC facilitates a number of highly effective and

innovative coalitions
1 in 4 women in the United States
report experiencing violence by a
partner some time in her life.
1 in 3 adolescent girls in the United
States is a victim of physical,
emotional, or verbal abuse from a
dating partner.
In 2006, 1,500 children under the age
of 17 died as a result of child
maltreatment.
In 2006, Child Protective Services
confirmed more than 900,000 cases of
child maltreatment.

Programs
Child Abuse Prevention
Coalition (CAPCO)
Domestic Violence Awareness
Coalition (DVAC)
Family Violence Prevention
Council
La Voz de La Familia
Dallas County Adult Intimate
Partner Violence Fatality
Review

Motor vehicle crashes are the leading cause of

death for people aged 3-33 years of age in the
United States.

Pedestrian Safety

To increase awareness and reduce the number

of motor vehicle crash injuries and fatalities,
the IPC conducts multiple pedestrian and
traffic-related preventive interventions and
coalitions throughout Dallas County.

Tween Traffic Safety

Fires

Each year there are more than 1,600

residential fires in Dallas County.
Approximately 85% of fire-related deaths
occur in the home. Strategies that emphasize
residential fire prevention result in the largest
reduction of fire related deaths.

Operation Installation

Senior Falls

Educating seniors on the best practices to

avoid falls, hospital visits and maintain their
independence.

Senior Fall Prevention

Program

Child Death

The rate of child abuse and neglect fatalities in

Texas is 65 percent higher than the national
average. Dallas ranks second only to Houston
as the leader in child abuse deaths in Texas.

Child Death Review Team

Motor Vehicle

Child Passenger Safety

Citizens for Traffic Safety

Coalition

Proposal
The Dallas Chamber of Commerce and Blue Cross Blue Shield of Texas will cohost a community
casino night. Participants will be provided with food, 2 beverages tickets, entertainment, and
allocated a certain amount of chips with an event ticket purchase. Additional chips may be
purchased on site for a nominal fee. Players redeem chips at the end of the night for raffle
tickets which will be used to win prizes donated by local community members and businesses.
Players will examine the prizes that are offered and place their tickets in the basket in front of
the prize. A silent auction will also continue throughout the night- prizes will be of significant
value. Members of the community unable to attend the event may make donations which will
be given directly to IPC.
BCBSTX will coordinate, advertise and execute the fundraiser. All event costs are paid by
BCBSTX and only require the endorsement of the event by the Dallas Chamber of Commerce.
IPC and Parkland Hospital are responsible for allocation funds to different programs. BCBSTX
guarantees a $100,000 donation to IPC, regardless of the monetary amount raised by the
fundraiser. BCBSTX will advertise the fundraiser as the first in an annual tradition to raise funds
supporting the IPC at Parkland Hospital.
Event Plan: Annual Casino Night
BCBSTX created a 10 person committee of employees to plan, oversee and execute the event
details. Committee members have extensive experience in event organization and significant
history of community involvement in the Dallas area.
Venue
The Annual Casino Party will be held at Centennial Hall at Fair Park. The City of Dallas is a
supporter of the Injury Prevention Center so it only makes sense to use one of their facilities.
The Special Events Department has agreed to the following set up and clean up times for
BCBSTX and its vendors. The rental price for the facility is $2000.00 per hour but the City has
agreed to only charge for the 4 hours.

Set Up - Enter facility 2:00 pm on scheduled event date

Casino Party - Event scheduled from 8:00 pm to Midnight
Clean up Must be completed by 4:00 am

Tickets Sales
Ticket Sales commence six weeks prior to the event and cost $100.00 per person. Tickets may
be purchased through the Annual Casino Party website or directly from BCBSTX. A maximum
of 1,000 tickets will be issued for this years event. The BCBS committee will be responsible for
registering all tickets sales as well as mailing the tickets to the purchaser. Leftover tickets will
be made available at the door on the day of the event for $150.00 per person.

Casino Company
Ante Up Casino Parties of Dallas will be providing the Las Vegas Style decorations and
entertainment for the evening. The total rental fee is $17,946.00 and includes the following:

(15) Blackjack tables (including seating)

(24) Poker tables (including seating)
(6) Roulette Tables
(6) Craps Tables
Dealers
Disc Jockey
Decorations

The company will arrive to set up their equipment and decorate at 2:00 pm on the day of the
event and will remove their property by 4:00 am the next day. The disc jockey will be available
to make any announcements throughout of the evening.
As additional means of fundraising, the BCBSTX committee will solicit the Injury Prevention
Centers corporate collaborators to sponsor tables for $500.00 during the event. The sponsors
name will be advertised on the table to inform the guest of their support in the event.
Food and Beverage
Catering and bar service will be provided by Dallas Catering and Bartending. Participants
already receive two drink vouchers with their ticket purchase; however a cash bar will be
available for additional beverage purchases. All alcoholic beverages will be sold by TABC
certified bartenders. Self-service hors doeuvres tables will be a various locations in the venue
and maintained and restocked by Dallas Catering and Bartending servers. They will be
responsible for setting up as well as cleaning up their services. The total cost of the food,
beverages, and service of each is $35,000.00, $35.00 per person.
Seating Arrangements
Big D Party Rentals will be providing tables and seating for the lounge area. The total cost is
$1,107.00 which includes a 10% discount. Planners estimate 75% of participants gamble while
25% socialize and estimates for seating have been made accordingly.

Staffing

(50) 60 round Tables @ $9.00 each

(300) Chairs @ $1.50 each
(50) Table Linens @ $6.60 each

The already established Blue Corp Volunteer Team consists of employees dedicated to giving
back and making the community a better place to live, work, and raise families. To encourage
employees to offer their own time, BCBS will allow the employee to take compensation time for
the number of hours they volunteer. Employees may volunteer in a variety of ways including
soliciting donations, working the event and assisting in the advertising campaign.
The Dallas Police Department, a supporter and collaborator with IPC, have graciously offered
volunteers to serve as security for the event.
Promotion
To ensure a successful and well attended event, promotions will be made through the following
outlets:

Radio
o We will create a 30 second advertisement to be played once a day for 6 weeks
prior to the event on 3 major radio stations (3 broadcast a day X 6 weeks = 126
commercials)
o Cost per each 30 second ad is $296.00
o Total radio advertising cost is $37,296.00. (126 total commercials X $296.00)

Television
o The committee will solicit local television stations to feature the event on their
newscasts and on their website for no cost and as a service to the city of Dallas.

Newspaper
o The event will be printed in the Thursday and Sunday Metro Section of the Dallas
Morning News for six weeks prior to the event.
o Cost for Thursday Metro is $1011.00 per week and $1313.00 for the Sunday
Metro Section
o Total newspaper advertising cost is $13,940.00

Direct Mail
o The Injury Prevention Center will contribute by mailing out solicitations to its
corporate partners and allowing BCBSTX access to solicit them as well.

Social Media Website

o The use of social media website is a cost saving way to promote the event. We
will utilize sites such as Facebook and Twitter to post the event along with any
updates.
o We will also encourage our employees to share the event will all of their
connections on these sites to spread the word.

Free Promotional Website

o Websites like Zvents.com, GuideLive.com, and Yelp.com are websites that allows
you to post your event details for free. Many local residents along with tourist
use these sites to discover things to do.
o BCBSTX will feature the event on our website as will IPC and Parkland Hospital.
We will also ask the Dallas Chamber of Commerce to do the same on their
website.

Word of Mouth
o The cheapest and easiest way to promote the event will be through word of
mouth. This type of advertising is usually the most credible, so we will ask our
employees to encourage their friends and family to attend the event.

Raffle Prizes
Prizes for the raffle drawing will be donated by Blue Cross Blue Shield vendors. The purchasing
department has contacted several vendors of BCBSTX to ask if they would be willing to donate
items for the raffle drawing. Below is a list of several items that have been donated:

Free dinner vouchers to several restaurants

Complimentary nights at 5-star hotel
55 3D LED-LCD HDTV
4 Tickets to Cowboys Game w/parking pass

Guest will have a chance to win one of these listed prizes plus many more at the end of the
evening. They will cash in their chips and receive raffle tickets for each chip. They can then
place the raffle tickets in a basket in front of each prize. The DJ will assist with drawing and
announcing the winners. Guest must be present to win.

Budget

Proposed Budget
Expense
Venue
Centennial Hall - Fair Park

Amount

Total

$
$

8,000.00
8,000.00

Total

$
$
$
$
$

450.00
450.00
330.00
(123.00)
1,107.00

Total

$ 17,946.00
$ 17,946.00

Total

$ 25,000.00
$ 10,000.00
$ 35,000.00

Total

$
$
$
$
$

Total

$ 37,296.00
$ 13,944.00
$ 51,240.00

Total Cost to BCBSTX

$ 113,953.00

Table, Linens, and Chair Rental

50 Tables - 60" round
300 chairs
50 Table Linens
10% Discount
Casino Rental Company
Total Party Package
Food/Beverage
Hors d'oeuvres and non-alcoholic beverages
Alcoholic beverages
Tickets (1000)
Printing
Envelope
Thank you letter
Postage
Advertising
Radio
Newspaper

Total Cost to the Chamber of Commerce

100.00
70.00
50.00
440.00
660.00

Implementation Timeline
The implementation timeline below is assuming that a written acceptance of this proposal is
received no later than September 15, 2011.
Date
Monday, September 19, 2011
Wednesday, September 21, 2011
Wednesday, September 28, 2011
Sunday, October 30, 2011
Friday, October 14, 2011
Monday, October 17, 2011
Wednesday, November 02, 2011
Saturday, November 05, 2011

Deliverable
Committee will contact vendors to confirm the event day
of November 5, 2011
Event website will go public
Order Event Tickets
Mail Postcard to all IPC collaborators
Contact Newspaper to confirm print dates
Contact Radio Stations to confirm broadcast
Contact all vendors to confirm event day arrival time
Event Day

Wednesday, November 09, 2011 Fundraiser totals are announced and delivered to IPC

Total Donation to Injury Prevention Center

Donation
Ticket Sales
Additional Chip purchases
Donations
BCBSTX Donation
Total Donation to IPC

Amount
$100,000.00
$25,000.00
$25,000.00
$100,000.00
$250,000.00

Assumptions
1.
2.
3.
4.
5.

BCBSTX will be able to meet fundraising goal.

Local community businesses and members will donate prizes to the event.
Dallas Chamber of Commerce has no preferences of vendors to use for the event.
Television stations will feature the Annual Casino Night on their broadcasts.
All vendors will agree to the prices and terms as stated in the budget.

Conclusion
Blue Cross Blue Shield of Texas believes in a partnership with the Dallas Chamber of Commerce
to support the Injury Prevention Center at Parkland Hospital. A fundraiser supporting the IPC
will not only bring awareness to its cause and successes, but the funds raised will contribute to
the deterrence of preventable injuries, a top economic cost for the city of Dallas.
Preventable injuries cause severe financial strain on the publicly funded Parkland Hospital as
well as the community members who need treatment. It is infinitely less costly to support
prevention and programs in high risk areas. The IPC involves the community in targeting
programs and contributing to their solutions.
The Annual Casino Night provides the Dallas community the perfect opportunity to enjoy
themselves and get involved with a great cause. Residents may participate in evening, make
monetary donations or donate prizes. It is an event that can grow with the community, may
become a successful, annual tradition and only requires the support of the Dallas Chamber of
Commerce.
Blue Cross Blue Shield of Texas looks forward to working with Dallas Chamber of Commerce and
to expanding our efforts to be an asset and better serve the community.

Appendix I: Case Study

Ballet Austin's Night of Community

Blue Cross and Blue Shield has consistently made efforts to support the neighboring community
in many facets: from flu shots to healthy eating to inspirational nights out for underprivileged
families, one example being going to the ballet in downtown Austin, Texas, to view an evening
of music and art performed by the Ballet Austin production.
Through the support of Blue Cross and Blue Shield of Texas, Ballet Austin welcomes Central
Texas non-profit and social service agencies and their clients to join Ballet Austin's final dress
rehearsal of each production. Children, adults and friends of those in need receive a chance to
enjoy the experience a full ballet production. Each year, more than 9,500 guests attend these
performances at no charge.
Productions available include the classic Romeo and Juliet, as well as the more musical favorite
The Mozart Project. For the 2011-2012 seasons the Ballet Austin is expecting 8,000 attendees,
many of which include the Austin's Children's Shelter, Boy's and Girl's Club, Make A Wish, and
Ronald McDonald House. A quote from a non-profit ambassador, "Most of the families staying
in our homeless shelter are struggling to get their basic needs met. For some of our clients,
these community nights were their first exposure to professional dance productions. Thank you
for thinking of our residents and making the arts accessible to all members of our community."
As Blue Cross strives to reach more and more individuals, we hope to be able to continually
impact underprivileged members of the community with our love and support of the fine arts
as well as demonstrating our commitment to our surrounding community members.

Appendix II: Letters of Recommendation

07/25/2011

Re: Blue Cross Blue Shield of Texas

Dear Sir/Madam:
With a warm heart, I truly thank Blue Cross Blue Shield for sponsoring our Speak Up for Kids
CASA 5K Series. From the time the joint initiative was launched, the enthusiasm and energy
they brought to the whole endeavor was a great asset in raising the funds necessary to truly help.
The mission of Texas Court Appointed Advocates (CASA) is to protect and guide children who
are suffering from neglect and abuse in their homes. Our volunteers are trained to be advocates
for these children in court. Without supporters like Blue Cross Blue Shield, our program would
suffer greatly. Their contribution and duty to our children is an inspiring example for us all.
I am proud to call Blue Cross Blue Shield a Childrens Archangel ($25k-$30) and look forward
to working with them again in the future.
Sincerely,

Mike Jones
Texas Casa Chair, Board of Directors

07/25/2011

Re: Blue Cross Blue Shield of Texas

To Whom It May Concern:
It is with absolute confidence that I recommend Blue Cross Blue Shield as a company of
outstanding moral character with truly caring members. As the executive director of Hard Hats
for Little Heads Nonprofit program, I supervised the Hard Hats program during our initial
program launch, educating the public and gathering the resources to truly have a positive impact
on childrens lives.
When Blue Cross Blue Shield came on board, our agency was struggling. Immediately, they
stepped up to the plate, combining their passion for helping children with their immeasurable
skills at fundraising and engaging the community in our shared goals.
Blue Cross Blue Shield brought our organization to a whole new level. Together we built
relationships with local business partners to the tune of $150,000 a year in cash and in-kind
donations. With the help of Blue Cross Blue Shield and the volunteer efforts of so-many
kindhearted and caring individuals I am happy to say we accomplished our goal of 100,000
helmets passed out.
Sincerely,

Scott Shivone
Executive Director, Hard Hats for Little Heads

07/25/2011

Re: Blue Cross Blue Shield of Texas

To Whom It May Concern:
As a nonprofit agency working for the health and education of our children, financial
sponsorship is vital to the success of Marathon Kids. Our program provides curriculum for
teachers and parents, rewards for thousands of children, and two community-wide bookend
celebrations in each of our nine cities, all FREE of charge.
Marathon Kids would like to thank Blue Cross Blue Shield for their contributions throughout the
years, especially our 2010 New Beginnings Drive. With their support, we were able to focus on
bringing out the best in each child and guiding them to a fresh start and healthy life.
Again, we want to thank the amazing people at Blue Cross Blue Shield, continue with the great
work you do in your industry and throughout your communities. We look forward to working
with you again in the future.
Best Wishes,

Jenny Pearson
President, Marathon Kids