TABLE OF CONTENTS

Client Letter of Agreement.......1

Executive Summary.....2

INTRODUCTION
Introduction..4
Problem Statement....5
PEST Analysis.........6
SWOT Analysis...8
PR Plan Overview...9
Work Statement....10
Research..11

PLANNING
Goals and Objectives.....14
Target Publics...........17
Key Messages. ..19
Strategic Approaches....20
Tools and Tactics..21
Working Budget27
Original Timeline...28

EXECUTION
Execution.........................................................................................................................................31
Team Member Duties..........................34
Campaign Obstacles .........................39
Evaluation..40
Deviations..42
Campaign Timeline....43
Campaign Hours.44

CONCLUSION
Conclusion......76
Personal Reflections........78
References.....85

APPENDIX
Appendix A: Media Contact List....88
Appendix B: Church Group Contact List...89
Appendix C: College Clubs Contact List....90
Appendix D: Outreach Letter Template.93
Appendix E: Outreach Email (Churches) Example..94
Appendix F: Outreach Email (Clubs) Example..95
Appendix G: Pitch Letter Template..96
Appendix H: Event Pitch to Newspaper Example.....97
Appendix I: Daily Pilot Article Published (Before Event) .98
Appendix J: Brian Peterson News Release Example.99
Appendix K: Brian Peterson OC Register Article100
Appendix L: Talent Email Example..101
Appendix M: Donor Contact List..102
Appendix N: Donation Outreach Email Example..103
Appendix O: Donation Receipt Example.104
Appendix P: Raffle Prize List...105
Appendix Q: Event Questionnaire106
Appendix R: Social Media Table Flyer....107
Appendix S: Brian Peterson Request Email .....108
Appendix T: Social Media Photo List.109
Appendix U: Share Our Selves Facebook Posts..110
Appendix V: Social Media Campaign Photos..111
Appendix W: Daily Pilot Article Published (After Event).112
Appendix X: Event Photos.113
2
EXECUTIVE SUMMARY
The following is a campaign created and executed by Kaleidoscope Public Relations for Share
Our Selves with the goal of increasing attendance to the second annual Sleep Out on Superior
in Costa Mesa, CA. Sleep Out on Superior is an all-night program and sleep out held to bring
awareness to the issues of hunger and homelessness in Orange County. By increasing
attendance to Sleep Out on Superior, Share Our Selves subsequently garners more financial
donations and donated goods from the local community in order to better aid the homeless
population. Since Share Our Selves only debuted the Sleep Out on Superior event last year, they
wanted to focus on increasing attendance from last years event which had 80 participants.

Targeted publics included young adults in Orange County between the ages of 14-25, involved
in service-oriented college clubs and church youth groups. The first objective of this campaign
was to increase attendance to the event to 100 total participants, 20 more than last year. In
order to achieve this, the strategies included the presence of homelessness advocate and
professional artist, Brian Peterson at Sleep Out on Superior, engaging college-age youth groups
and service-oriented college clubs in Orange County and tying in with National Hunger and
Homelessness Awareness Week (NHHAW). Tactics included community outreach, social media,
online and traditional media and special incentives. Outreach emails, phone calls, and social
media blasts using the hashtags, #sleepoutonsuperior and #NHHAW served as our main tools.
The second objective was to acquire a total of 100 social media impressions by November 29 by
capitalizing on the unique hashtags in our social media photo campaign, creating a social
media booth at Sleep Out on Superior to engage the attendees, and creating a raffle prize
giveaway. The third objective was to acquire at least 1 traditional media mention. In order to
secure this article, pitch letters and news releases were sent to local publications.

The campaign ran from October 10 to November 29, 2015. This timeline included all initial
research, contact compilation, outreach, the social media campaign, the event and
evaluation. There was no budget allotted from Share Our Selves for this campaign so all
expenditures including working hours of our team, raffle prizes, coffee for the event, materials for
the social media table and flyers were all donated.

Our evaluation was based primarily on calculating the increase in attendance to Sleep Out on
Superior from last years event, surveying attendees regarding how they heard about the event,
calculating social media impressions by monitoring Share Our Selves Facebook, Twitter and

2
Instagram, accounting for all donations received for the raffle and monitoring traditional media
outlets for stories on the event.

Overall, the campaign was executed successfully and our goal and objectives were all met and
exceeded. A total of 200 participants attended Sleep Out on Superior, an increase of 120 from
last years event. This was secured by sending out 120 emails to our contact list of college clubs
and church youth groups in Orange County along with the promotion of the event using a
Facebook campaign with photos taken by our team. We garnered 179 total social media
impressions, 79 more impressions than our original objective. Lastly, 2 traditional media mentions
were garnered, doubling our original objective. The Daily Pilot, a section of the Los Angeles Times,
published an article before and after the event. The article published before the event also
helped to increase overall attendance. Brian Peterson, local Faces of Santa artist not only
attended the event but also donated 2 prints for the raffle, showcased his portraits at the event,
promoted the event on his social media page and was featured as a speaker at the event. The
social media table and raffle was a success with 139 raffle entries for the donated prizes that
totaled over $450.

3
INTRODUCTION
Share Our Selves (SOS) is a nationally recognized health center providing high quality,
comprehensive safety net services to the Orange County community. They are one of 256
health centers to be designated as a Healthcare for the Homeless provider. Share Our Selves is a
patient-centered medical home and values the concept of the right person, the right treatment,
at the right time.

The SOS Medical Clinic serves all of Orange County - in particular the safety net population who
is uninsured or underinsured and has little to no options for affordable health care. The clinic
provides full-scope primary care including preventive health care, urgent medical care, chronic
disease management, mental health services, and same-day appointments. Share Our Selves
treats patients at all stages of life pediatrics to geriatrics. Share Our Selves offers seasonal
programs throughout the year to assist lowincome and homeless Orange County individuals
and families. Their seasonal programs are primarily organized and run by volunteers and
supported by community members, businesses, schools, religious organizations, and community
service groups.

Sleep out on Superior is an all-night program and sleep out held to bring awareness to the issues
of hunger and homelessness in Orange County. Share Our Selves coordinates its efforts with a
larger movement, National Hunger and Homelessness Awareness Week. This weeklong effort is
held annually the week before Thanksgiving to encourage Americans to remember and assist
those who have less to be thankful for. By committing to sleeping outside for one night, the
community is joining a local and national movement. Throughout the evening, participants work
together to help with projects that assist SOS clients. Projects include assembling food bags for
the Thanksgiving Food Distribution program, putting together hygiene kits and creating holiday
cards to give to the homeless. Attendees also have the opportunity to listen to a variety of
speakers at the event, to view a documentary centered on homelessness and to sleep out in
the parking lot on cardboard boxes and sleeping bags.

Kaleidoscope Public Relations partnered with Share Our Selves to help increase attendance to
the second annual Sleep out on Superior. By securing more event participation, Share our Selves
will in turn increase their monetary donations as well as donations of food and hygiene items.

4
PROBLEM STATEMENT
Share Our Selves decided to hold Sleep Out on Superior last year for the first time when they
heard about similar nonprofit organizations holding sleep out events to coincide with National
Hunger and Homelessness Awareness Week. Being a new event, Share Our Selves did not yet
have in place a method of promotion or a primary audience to whom they would focus on
targeting for attendance. Due to the lack of knowledge about the event, getting the word out
to the public and providing a special incentive to attend the event was vital in order to increase
attendance to the second annual Sleep Out on Superior.

5
 PEST ANALYSIS

President Reagan is known for his legacy of

homelessness in America
In the 1980s, the proportion of the eligible
poor who received federal housing subsidies
declined
By the late 1980s, the homeless population
had swollen to 600,000 on any given night
and 1.2 million over the course of a year
By 1989, at the end of President Reagans POLITICAL FACTORS
term, federal assistance to local governments
was cut by 60 percent
Many states have still not replaced the old
welfare systems with an alternative program
that would enable individuals to obtain
employment that would place them above
the poverty line

Despite improvements in employment,

the number of people in poverty (4.8
million) and the poverty rate (15.8
percent) remained relatively steady
Many low income and minimum wage
workers are unable to afford shelter or
food
Over the past few decades, wages for
ECONOMIC FACTORS low income workers have not increased
according to the increase in living costs
An annual index prepared by the Bureau
of Economic Analysis shows living in
Orange and Los Angeles counties cost 18
percent more than a national
benchmark in 2012
The cost of healthcare and health
insurance has risen dramatically in the
past decade

6
 In 2014, on any night in the United States,
there were 578,424 individuals
experiencing homelessness
There are 4,300 people currently homeless
on a given night in Orange County
49 percent of homeless individuals in
Orange County are without shelter
12 percent of homeless individuals in
Orange County are veterans, 31 percent SOCIAL FACTORS
are living in a household that includes a
minor child, and 13 percent suffer from
mental illness
In 2014, homelessness in California
decreased by 3.9 percent and
homelessness decreased among every
major subpopulation: unsheltered persons
(10 percent), families (2.7 percent),
chronically homeless individuals (2.5
percent), and veterans (10.5 percent)

It is exceedingly easy to donate to

charities and nonprofit organizations
online without having to donate time
According to data from the Census
TECHNOLOGICAL ANALYSIS Bureau, 50% of adults in Orange
County own a smartphone and 55%
use the internet for social networking.

7
SWOT ANALYSIS
STRENGTHS
Unique event that provides attendees with a unique

S
experience
Attendees receive dinner and breakfast included with their
$25 donation of canned food or hygiene products
Fits into peoples busy schedule because the event is held on
a Friday evening
Event takes place on the first weekend of Thanksgiving break
for college students
Four local locations in Orange County
Strong foundation of regular volunteers and employees
In 2014, 53,657 bags of groceries were distributed, with an
average of 215 bags a day
In 2014, 1,411 Thanksgiving food bags were distributed

W
WEAKNESSES
Lack of awareness of event since its only the second one
ever held
Unfocused in what Share Our Selves wants for donations
People may be unaware that they do not have to actually
sleep out in order to attend the event
Sleeping outside on the ground is uncomfortable
Event takes place in November when the weather will be
colder
Lack of strong social media presence: 1,190 Facebook page
likes, 774 Twitter followers, 48 Instagram followers
OPPORTUNITIES

O
People want to give back to the community more around
the holidays.
Recent trend towards experiences may influence young
adults to participate in a group volunteer setting
Target audience receives much of their news from social
media sites and online news pages
Many clubs and organizations need community service hours
that this event would fulfill
Many young adults are driven by incentives to attend events
An appearance by a special guest may drive attendance
numbers up

T
THRE ATS
There are a number of other non-profits holding events
around Thanksgiving
Covenant House is holding a sleep out event in Los Angeles
the same weekend
College student may perceive the $25 worth of donated
items as too expensive
Many young adults are unwilling to give up time on their
weekend
Some young adults may be out of town for the holiday

8
PR PLAN OVERVIEW
Kaleidoscope Public Relations developed a campaign increase attendance to Share Our
Selves (SOS) second annual Sleep Out on Superior. Through our public relations campaign, we
attracted attendees to the event and generated buzz about the event and the issue of
homelessness in Orange County. With the $25 monetary donation or equivalent value donation
of food, clothing and/or other goods required per attendee of the event, attracting more
attendees also increased donations to the center during this event raised awareness for the
services SOS provides.

GOAL

1. Increase attendance at the second annual Sleep Out on Superior

OBJECTIVES

1. Garner 100 attendees at during the second annual Sleep Out on Superior on November
20, 2015
2. Acquire 100 social media impressions by November 29, 2015
3. Secure one traditional media mention about Sleep Out on Superior by November 29,
2015

STRATEGIES

Highlight National Hunger and Homeless Awareness Week

Utilize imagery to figuratively paint a picture of homelessness in Orange County

TACTICS

Community outreach
Social media
Online and traditional media
Special incentives

TOOLS

Outreach emails
News releases
Pitch letters
Phone calls
Social media campaign
Facebook, Twitter and Instagram
Hashtags #sleepoutonsuperior and #NHHAW
Flyers
Social media table and photo area
Raffle and raffle prizes
Special guest in attendance

9
WORK STATEMENT
Kaleidoscope Public Relations developed this campaign in order to increase attendance to the
second annual Sleep Out on Superior by raising awareness of and promoting the event. Through
our public relations campaign, we attracted attendees to the event and generated buzz about
the event and the issue of homelessness in Orange County. With the $25 monetary donation or
equivalent value donation of food, hygiene items or blankets required per attendee of the
event, attracting more attendees also increased donations to the Share Our Selves and raised
awareness for the services the organization provides.

10
RESEARCH
We met with Share Our Selves for the first time on September 22, 2015. Share Our Selves
representatives Katie Santore, Elizabeth Hopkins and Rudy Ramos explained that their main goal
was to increase attendance to the Second Annual Sleep Out on Superior. By increasing
attendance to the event, they would be increasing overall donations to SOS since every event
participant was required to make a donation of $25 in monetary form or by donating hygiene
products, socks, blankets or canned goods to be given to the homeless. Share Our Selves did
not express a certain demographic they wanted us to focus on.

For our campaign, research was a crucial element to every section of our plan. In order to
increase attendance to the second annual Sleep Out on Superior, research was conducted to
determine the basis and rationale of our strategies, tactics and tools implemented throughout.

DEVELOPING THE PR PL AN

In order to begin developing our campaign, we started by compiling a list of case studies of
other sleep out events across the world in order to analyze who was participating, how the
events were being promoted, what was taking place at the event and how many participants
each event was averaging. After narrowing our target audience down to young adults, we
began our research on what young adults in Orange County would be our main target for the
campaign. We found that out of our target demographic, the young adults who volunteered
the most were involved in service-oriented clubs along with youth groups at their churches,
forming the basis of our target audience. Continuing our research of this specific group of young
adults, we began outlining our campaign centered on outreach, social media, event incentives,
a special guest appearance and traditional news media. Research was conducted in order to
compile all contact lists for college clubs, church youth groups, possible donors, homeless
statistics, media contacts, and for a possible guest appearance by a prominent individual.

IDENTIFYING THE PROB LEM

When we first met with SOS, they did not express any explicit problems surrounding the event
and were optimistic that we would be able to reach our goal of 100 total attendees. After
conducting our research on other sleep out events, the issues of homelessness in Orange County

11
and our primary audience, the main problems identified were the following:

Lack of time to implement the campaign- many clubs and organizations require event
information to be approved by an advisor a month or more in advance and many
corporations require donation requests to be submitted up to 90 days prior to the event
There are several other nonprofits eager for volunteers around Thanksgiving and many
people already have volunteer opportunities set up in advance
Many people are unaware that homelessness is an issue in their community because
there are several cities in Orange County where homelessness is not seen because of city
laws and regulations
Many people are unwilling to give up time to volunteer especially on the weekend of a
holiday break

EVALUATING COMPETITI ON

Sleep Out on Superior took place at the end of National Hunger and Homelessness Awareness
Week. While this national movement made for a tie-in opportunity for our event, it also provided
an increase in competition from other organizations in Orange County who were participating in
NHHAW. By looking at event calendars in Orange County for volunteer opportunities, church
calendars and college event postings, we were able to see what other events would be
competing for the attention of our primary audience. These organizations listed below were
holding events related to Sleep Out on Superior during November:

Covenant House - Holding its annual Sleep Out: Executive Edition event held on Friday,
November 20, 2015 in Los Angeles
City of Laguna Beach Housing and Human Services Committee - Holding an educational
panel on November 14, 2015, a month-long food drive and a month-long toiletry and
sock drive
Reggae For A Reason - A concert and bake sale held in Huntington Beach on Sunday,
November 22, 2015 to end youth homelessness

Aside from these coinciding events aimed at helping the homeless, college and high school
students are inundated with not only coursework but other events planned during this busy time
of year that would hinder them from participating in Sleep Out on Superior. This rendered itself as
a competing factor that would have to be taken into consideration when targeting them to
participate.

12
ANALYZING TARGET PUB LICS

In order to analyze our target public, research was conducted to discover the demographics
and psychographics of young adults ages 14-25 living in Orange County. We researched
volunteer habits of this public along with social media usage, outlets used to obtain news, and
personality traits. For our secondary public, we researched the major news publications in
Orange County, contact information for reporters and editors, recent articles published about
homelessness in Orange County, social media impressions for Share Our Selves and social media
activity for certain hashtags related to homelessness and our event.

13
PLANNING
GOALS AND OBJECTIVES

The goal of the campaign was to increase attendance at SOS second annual Sleep Out on
Superior from the number of attendees at the first annual event. This goal was created based on
the clients wishes. The requirement for event attendees was to bring a $25 monetary donation
or $25 worth of donated goods, such as Thanksgiving canned food items, other canned food
items, hygiene items, clothing and more. Therefore, by increasing the number attendees at the
second annual event, we would also increase donations to SOS from last years donations.

In addition, reaching our goal increased awareness about homelessness in Orange County
because of the activities that SOS provided during the event, such as speakers, documentaries,
and the option to sleep out on a cardboard box in the parking lot of the SOS facility. The fact
that the event featured speakers that have helped or have been homeless, as well as
documentaries about homelessness means that attendees who participated in the activities
also learned about homelessness and therefore would be more inclined to become an
advocate and donate more to SOS in the future to help fight the issue. In addition, Kaleidoscope
PR invited Brian Peterson, the founder of Faces of Santa Ana, a project in which Peterson paints
portraits of the homeless population, sells his work to the public and donates a portion of the
proceeds back to the homeless, to attend and showcase his paintings. Because of this, along
with the photos we took for our social media campaign, we were able to use our strategy of
using imagery to depict homelessness in Orange County. All of these were done with the
intention of not only engaging attendees, but also with the hope that they would learn more
about homelessness and would join the fight to help end it. Our objectives supported our goals
and were created to directly help us reach our goal of increasing attendance to Sleep Out on
Superior.

OBJECTIVES

1. Attract 100 attendees to Sleep Out on Superior on November 20, 2015.

2. Garner 100 social media impressions by November 29, 2015.

3. Secure 1 traditional media mention by November 29, 2015.

14
1. ATTRACT 100 ATTENDEE S TO SLEEP OUT ON SU PERIOR ON NOVEMBER 2 0, 2015.

Last year, the event secured about 80 attendees, so we decided to increase that number to 100.
Based on our conducted research, our target audience and by looking at the public relations
plan created by the team last year, we decied100 attendees would be achievable for our first
objective. We targeted three different church high school and college groups at Friends
Christian, Mariners Church and Rock Harbor Church. Service-oriented college groups and clubs
in Orange County were targeted as well (the complete list of organizations contacted is
included in the appendix section).

The strategies we used for this objective were to engage with community organizations, youth
groups and college groups from our target audience in Orange County. Community outreach,
social media and traditional media were our primary tactics. Engaging the groups and asking
them to attend through emails, phone calls and social media posts directly affected our first
objective by convincing them to attend Sleep Out on Superior. In addition, gift cards, artist prints
from Brian Peterson and other items were raffled off as incentives to attend and post to social
media.

These strategies could be evaluated by counting how many people attended because of our
engagement. We decided we would keep a tally at the Sleep Out on Superior check-in table
that asked attendees to list exactly how they heard about Sleep Out on Superior. This would help
us decide if our efforts directly influenced our target audience to attend.
2. GARNER 100 SOCIAL MEDIA IMPRESSIONS BEFORE DECEMBER 1, 2015

This objective helped our goal because it encouraged people to engage through social media,
which would increase awareness of the event before it happened. During the event, social
media postings would encourage people who did not attend to attend next year. Our social
media campaign, which will be discussed later, would increase awareness about homelessness
in Orange County. We created this objective because through our research we learned that our
target audience is heavily engaged through social media.

3. SECURE ONE TRADITIONAL MEDIA MENTI ON BEFORE DECEMBER 1 , 2015.

This objective was created to increase awareness of Sleep Out on Superior and SOS. Securing a
media mention before the event influenced people to attend, and securing a feature article

15
after the event would not only encourage people to attend in 2016, but also encourage people
to take action to fight homelessness in Orange County.

16
TARGET AUDIENCE
In order to analyze our target audience, research was conducted to discover the
demographics and psychographics of young adults ages 14-25 living in Orange County. We
researched volunteer habits of this public along with social media usage, outlets used to obtain
news, and personality traits. For our secondary public, we researched the major news
publications in Orange County, contact information for reporters and editors, recent articles
published about homelessness in Orange County, social media impressions for Share Our Selves
and social media activity for certain hashtags related to homelessness and our event.

PRIMARY PUBLIC

Our primary public for this campaign is young adults living in Orange County, both males and
females, between the ages of 14-25 who are involved in service-oriented college clubs, college
groups at churches and high school groups at churches. The five Orange County colleges we
will be targeting include Cal State University Fullerton, Chapman University, Concordia University,
Orange Coast College and Golden West. The three major churches we will be targeting include
Mariners Church, Friends Christian Church and Rock Harbor Church. This primary public was
chosen because statistically, these groups and organizations are the most involved in volunteer
and service work among their age group.

DEMOGRAPHICS:

Young adults comprise 24% of Orange Countys total population

50% own a smartphone
79% have internet access

PSYCHOGRAPHICS:

55% use the internet for social networking

57% follow news on local town or city
26.7% of college students volunteered between 2008 and 2010
Young adults in high school need volunteer hours for college applications
Young adults in college need volunteer hours for job resumes

17
 Value time with their friends in group settings

SECONDARY PUBLIC

Our secondary public was online and traditional media which includes news pages and social
media sites. Research shows that young adults get much of their information from online sites.
Social media statistics conclude that 87% of young adults use Facebook, 37% use Twitter, 53%
use Instagram and 34% use Pinterest. Beyond social media pages, young adults frequent blog
and news pages including those that are written by private parties in order to keep up to date
on the latest trends. By targeting these online news and social media pages we will be able to
influence our primary public to take action and attend the Sleep out on Superior event.

18
KEY MESSAGES
GIVE THANKS THIS YEAR BY SWAPPING YOUR BED FOR A SLEEPING BAG.

HOMELESSNESS IS A LOCAL PROBLEM, AND WE NEED TO HAVE A LOCAL SOLUTION.

These key messages were developed with two ideas in mind: giving thanks and a demonstration
of solidarity. The first key message, Give thanks this year by swapping your bed for a sleeping
bag, was based on Sleep Out on Superiors call for Thanksgiving food items. In addition, the
fact that Sleep Out on Superior took place around Thanksgiving more specifically Sleep Out on
Superior was a part of National Hunger and Homelessness Awareness Week we wanted to call
on the season of giving and our target audiences interest in giving back to the community
during this time of year. When we researched our target audiences, we came to the conclusion
that young adults are likely to want to give back to the community especially community
organizations, church youth groups and service-oriented college clubs and organizations.

The statistics on homeless that we researched were shocking, and we realized that the issue is
not getting better. For our key message, Homelessness is a local problem, and we need to have
a local solution, we called on our target audience to directly help us solve the problem by
attending the event to demonstrate solidarity. This was a more direct approach because we
actually contacted people to help us help the homeless, and not just to attend the event. This
key message would help us portray a sense of urgency and necessity in the event. This also
helped our target audience feel part of the solution and more inclined to attend.

We used these key messages in all of the pieces that we disseminated more specifically in our
pitches and news releases and in our outreach emails. We intended to use the key messages in
our social media posts, but Share Our Selves sent out their own social media posts. However, the
images we created that were used in the social media posts did portray our second key
message through the use of imagery (the sample social media posts are included in our
appendix).

19
STRATEGIC APPROACHES
The strategic approach was to conduct community outreach and to utilize social media, online
and traditional media to increase awareness about the Sleep Out on Superior event, about
homelessness in Orange County and about SOS and what they do to help the community. We
targeted youth in Orange County from ages 14 to 25 by reaching out to church youth groups
and service-oriented college clubs in Orange County. Through the knowledge we provided
about homelessness in Orange County, we demonstrated to our target audience, not only of
the severity of the issue, but also of a way people can directly help solve the problem by
participating and attending Sleep Out on Superior. By juxtaposing these two things, we hoped to
encourage participation. In addition, by highlighting National Hunger and Homelessness
Awareness Week, Thanksgiving and their proximity to the event date, we leveraged our target
audiences giving spirit to encourage and persuade them to take part in Sleep Out on Superior.
To accomplish this, we used a variety of tactics and tools that would disseminate the necessary
information about the purpose of the event and the event itself, while also engaging people in
the community to participate in Sleep Out on Superior. We used the key messages discussed
above and the ideas they represent throughout the collateral materials we sent in our outreach
emails and in our engagement with our target audience, SOS social media followers, media
reporters, and other media outlets that were included in our outreach.

20
TOOLS AND TACTICS
TACTIC 1: COMMUNITY OUTREACH

Community outreach was a good way for us to contact members of the community and to
raise awareness about the event and the issue of homelessness in Orange County, while also
inviting people to attend. Community outreach was a necessary aspect to our campaign
because it is the primary way we could reach our target audience of young adults in church
organizations, youth groups and service-oriented college groups in Orange County. Our
community outreach initiatives were a good way to reach out to a large number of
organizations and groups in our target audience.

EVALUATION:

We intended to evaluate the success of this tactic primarily by using a quick survey sheet to ask
attendees how they found out about Sleep Out on Superior when they checked-in at the event.
If the attendee found out about the event by being contacted through us, or through the
leadership of an organization that we contacted, we knew that we had influenced that
attendee to attend, either directly or indirectly and we could count that as a success. We
planned to ask people to fill out the survey sheet as they registered. Find more information about
this evaluation tactic in our evaluation section of this book, and find the survey in our appendix.

TOOL 1: OUTRE ACH EMAILS

We sent out outreach emails to 120 contacts using a template that we had approved by SOS to
community organizations, including church high school and college groups and service-oriented
college clubs. The churches contacted included Mariners Church, Friends Christian Church and
Rock Harbor Church. The colleges contacted included Cal State University Fullerton, Orange
Coast College, Golden West College, University of California, Irvine and Chapman University. A
complete contact list featuring the information for the church youth groups and service-oriented
college clubs is in the appendix.
Evaluation:

We evaluated this tool by counting how many emails we sent to these organizations and groups
along with response rate and attendance confirmation we received in return.

21
TOOL 2: PHONE CALLS

We followed up on several outreach emails with phone calls. In addition, when trying to secure
an influential person to attend the event, phone calls we used in order to better explain the
event, to answer questions and to secure their attendance.
Evaluation:
We evaluated this by counting how many phone calls we made to speak to community
organizations and members.

TOOL 3: FLYERS

We sent out flyers with all of the outreach emails to the community organizations in our target
audience. The flyers had complete information about the logistics of the event. When someone
was interested in obtaining more information about the event, we also sent them a flyer and
answered their questions.
Evaluation:
We evaluated this by counting how many flyers we disseminated.

TACTIC 2: SOCIAL MEDIA

We intended on the use of social media to be a large part of our campaign. This tactic was
designed to meet the first and second objectives of garnering 100 social media impressions and
attracting 100 attendees to Sleep Out on Superior. Through our research, we saw that our target
audience is a large social media user, so it made sense to create a campaign to increase
engagement with them, and attract attention to the event. In addition, through our social
media campaign, we encouraged event attendees to post about the event and take photos to
share to their social media channels; therefore, we would generate awareness about the event
and the issue of homelessness in Orange County to a larger audience.

EVALUATION:
We measured the success of this tactic by counting how many times Sleep Out on Superior was
mentioned using the hashtag #SleepOutonSuperior across Facebook, Instagram and Twitter
along with monitoring increases in page likes and followers on Share Our Selves social media
platforms and check-ins at the event.

22
TOOL 1: SOCIAL MEDIA CHANNELS

We had intended to use Facebook and Instagram for our campaign, but our social media
efforts ended up being concentrated to Facebook and our own personal accounts and
channels.
Evaluation:
We measured the success of this tool by counting how many channels were utilized to send our
information and how many times there was a post to those channels about Sleep Out on
Superior.

TOOL 2: USE OF HASHT AGS #SLEEPOUTONSUPERIOR AND #NHHAW

The usage of the hashtag #SleepOutonSuperior was designed to raise awareness of the event,
while the hashtag #NHHAW highlighted the tie-in of the event with the National Hunger and
Homelessness Awareness Week. The #NHHAW hashtag helped us to tie in our key message
Give thanks this year by swapping your bed for a sleeping bag. Although we did not directly
say our key message on social media, the hashtag #NHHAW allowed us to leverage our theme
of giving thanks and the proximity of Thanksgiving and the National Hunger and Homelessness
Awareness Week.
Evaluation:
We measured the success of this tool by counting how many times the hashtag
#SleepOutonSuperior was used. Because the #NHHAW hashtag was used nationwide and
implemented for use with several other events tying in with the National Hunger and
Homelessness Awareness Week, we were unable to use an evaluation tactic that would
measure its success with Sleep Out on Superior. Although the actual hashtag #NHHAW would
not direct people to our event, pairing it with the hashtag #SleepOutonSuperior did.

TOOL 3: PHOTOGRAPHS FOR SOCIAL MEDIA CAM PAIGN

For the strategy of creating imagery that would highlight the issue of homelessness in Orange
County, we created a social media campaign that would feature photographs of shocking
statistics written on pieces of cardboard and photographed around Orange County. The
statistics were about homelessness and hunger in the community. The cardboard signs would be
placed in various locations throughout the county where one might see a homeless person, i.e.

23
bus stops, in front of train stations, gas stations, parks and more (campaign photographs can be
found in the appendix).
Evaluation:
Counting how many of our photographs were used online and how many social media followers
engaged with the posts containing the photos showed how effective they were. In addition, the
fact that SOS posted printed versions of our photographs around the Sleep Out on Superior
event helped to increase awareness of homelessness in Orange County.

TOOL 4: SOCIAL MEDIA TABLE AND PHOTO ARE A

To directly engage with attendees through social media and encourage them to post online,
we featured a social media table and photo area at the event, where we had a sign for people
to write what they were thankful for. We then took their pictures with our cameras, their phone
cameras, and a Polaroid camera provided by SOS with their thankful signs. Attendees could
also hold up one of our cardboard statistic signs used in our social media photo campaign in
their photos which we brought to the event. Attendees were then encouraged to post these
photos to their social media pages utilizing the hashtags #sleepoutonsuperior and #NHHAW. In
order to provide an incentive for them to post online, raffle tickets were given to attendees for
posting photos and using the event hashtags.
Evaluation:
To evaluate the social media table and photo areas effectiveness, we counted how many
raffle tickets were entered, how many polaroid photos were taken, how many photos were
posted online using the hashtags #SleepOutonSuperior and #NHHAW. The raffle is discussed in
more detail below as the next tool.

TOOL 5: RAFFLE

The raffle prizes were incentives to encourage event attendees to post on their social media
channels about the event using the hashtags #SleepOutonSuperior and #NHHAW. For the raffle,
we offered different prizes such as gift cards to Islands, a print of one of Brian Petersons pieces
and more (for a full list of prizes, refer to the appendix). Participants could have multiple entries
depending on what they did. For checking-in to SOS and Sleep Out on Superior on Facebook,
participants received one raffle ticket, or one entry. Participants received another entry if they
followed SOS on Instagram, Facebook or Twitter. For three entries, participants posted a photo
from the event onto Facebook, Instagram or Twitter using the hashtags #SleepOutonSuperior

24
and #NHHAW.
Evaluation:
We evaluated this tool by counting the number of raffle tickets that we received and how many
names were written on the tickets. We also evaluated by counting how many social media posts
featured images from the event with the hashtags, how many check-ins were received on
Facebook, the increase in the number of followers on SOSs Instagram and Twitter and the
increase in page likes on SOSs Facebook page.

TACTIC 3: TRADITIONAL MEDIA

In our early meetings with SOS, they said they would handle all media relations efforts. A few
weeks into our campaign after discussing how we could help to garner more media mentions,
they told us we could conduct traditional media outlets as long as we had any materials we
intended to send out approved by them first. We pitched to reporters from various outlets in
order to get them to cover the event as well as asking them to attend and write about the
event. This tactic was designed to meet the third objective of securing one traditional media
mention.

EVALUATION:
We evaluated our media relations tactic by counting how many pitch emails were sent out and
how many of those reporters that we pitched to wrote about the event.

TOOL 1: PITCH LETTERS& NEWS RELE ASES

We sent pitch letters via email to reporters from several different media outlets in Orange County.
We researched recent articles that the reporters had written that tied in with homelessness or
volunteer work in order to make sure we were sending our pitches to the reporters who would be
interested in writing about Sleep Out on Superior. Two different news releases were sent out
along with the pitch letters. One news release was about the Sleep Out on Superior and
included information about the event. The second news release highlighted Faces of Santa Ana
artist Brian Peterson, his participation and involvement in the event and how his artwork would
be showcased at the event. Publications that were contacted included the Orange County
Register, the Daily Pilot, the Los Angeles Times and the Long Beach Telegram among others. For
a sample pitch letter email and the full list of media we reached out to, visit the appendix.
Evaluation:

25
We evaluated this tool by counting how many emails were sent out to reporters using the pitch
letters and news releases. Responses to these emails were also counted along with monitoring
traditional media outlets for articles published.

TOOL 2: PHONE CALLS

After sending out our pitch letters and news releases, follow-up phone calls were made
whenever possible in order to stay in front of the reporters and to ensure that they did not need
any additional information for their story or any clarifications about the event.
Evaluation:
We evaluated this tool by counting how many phone calls were made to reporters and bloggers
and whether or not they resulted in a published article.

26
WORKING BUDGET

Projected Cost per Total Projected Actual

Item Cost Cost
Staffing
Kaleidoscope PR (237.82 hours) $ 15.00 $ 3,567.30 $-
Raffle Items
10 $10 Island Gift Cards $ 10.00 $ 100.00 $-
2 $25 Island Gift Cards $ 25.00 $ 50.00 $-
4 $10 Bowl Of Heaven Gift Cards $ 10.00 $ 40.00 $-
Lazy Dog Dinner for Two Voucher $ 50.00 $ 50.00 $-
$25 Roma D' Italia Gift Card and Bottle of
Dressing $ 35.00 $ 35.00 $-
3 $5 Daphne's California Greek Gift Cards $ 5.00 $ 15.00 $-
Faces of Santa Ana Artist Prints $ 85.00 $ 850.00 $-
2 Kean Coffee Cambros $50 $ 100.00 $-
80 cups $ 1.00 $ 80.00 $-
Creamer for 80 people $ 2.99 $ 8.97 $-
Sugar for 80 people $ 2.10 $ 2.10 $-
Printing
4 Facebook Check In Fliers $ 0.50 $ 2.00 $-
4 Social Media Follow Flier $ 0.50 $ 2.00 $-
4 Social Media Post Flier $ 0.50 $ 2.00 $-
4 Social Media Raffle Flier $ 0.50 $ 2.00 $-
Event
Raffle Tickets $ 3.00 $ 3.00 $-
2 Tablecloths $ 1.00 $ 2.00 $-
2 Poster Boards $ 1.00 $ 2.00 $-
Total $ 1,346.07 $-

27
ORIGINAL TIMELINE

28
29
30
EXECUTION
Kaleidoscope PR assisted in increasing attendance at Sleep out on Superior for Share Our Selves
in Costa Mesa. From 6:30 p.m to 7 a.m. from November 20th to November 21st, participants were
encouraged to attend in order to increase the number of donations for the homeless during the
Thanksgiving holiday and Hunger Awareness week. Kaleidoscope PR researched last years
event and constructed new ideas to increase attendance. Below is the detailed execution of
our campaign for the second annual Sleep out on Superior.

THE CAMPAIGN:

On October 15th, Kaleidoscope PR began compiling our research for the implementation
of our campaign. We then began to contact possible talent to perform at the second
annual Sleep out on Superior. Share Our Selves mentioned showing a documentary as a
part of the event; however, we did not have any other entertainment set up for the
evening. Attempting to give the event more publicity, we contacted representatives for
some prominent individuals including Miley Cyrus, a popular celebrity and activist for the
homeless population and Amandla Stenberg, actress of the Hunger Games film franchise.

On October 22nd, Kaleidoscope PR e-mailed Share Our Selves a template created for the
use in media, community and talent outreach.

On October 23rd, we contacted Alliance for a possible sponsorship for two of our
participants to attend the "ENDING YOUTH HOMELESSNESS" event in San Francisco. With
registration paid for, participants interested in helping their community would be more
likely to participate knowing this incentive is at reach.

On October 25th, the mayor of Costa Mesa was contacted to attend the event in order
to increase press attendance. The mayor was offered the opportunity to attend the
event, participate in the activities and meet some of our participants.

On October 27th, we distributed 15 statistics throughout our team about homeless families
and children in Orange County. Each member took photographs at three different
locations with a different statistic written on the cardboard sign for use in our social
media photo campaign.

31
 On October 29th, Kaleidoscope PR sent out emails to college groups and college and
high school church groups encouraging participation at the November 20th, Sleep out on
Superior. The email contained background information on Share Our Selves and it listed
the goals we wanted to reach in order to aid our homeless friends. The time, date and
requirements for participations were also noted in the e-mail. A fact sheet and flyer were
attached to each e-mail for interested participants to take hold of.

On November 2nd, college groups on CSUFs campus were contacted via e-mail.
Sororities, organizations and local nonprofits were sent a news letter informing them of
the event.

On November 4th, newspaper editors and reporters were invited to participate in the
event and to cover the event for a possible story in their publication. By attending the
event, writers could pick up a story, photographs and contribute a column or feature
story to their organization. A couple of the organizations contacted through our agency
were: The Orange County Register, the Los Angeles Times, Locale, Press-Telegram, Daily
Pilot and OC Weekly.

On November 5th, Brian Peterson, a local Santa Ana artist that paints the faces of
homeless friends in the Orange County, was contacted to take part in the event. Brian
Peterson was asked for participation and a possible contribution to the event.

On November 6th, all social media campaign photos were e-mailed to Share Our Selves
for approval. Once approved, they saved the photographs to post on their Instagram,
Facebook and Twitter accounts.

After approval to post the social media photographs on behalf of Share Our Selves,
Kaleidoscope PR members took the campaign to their personal social media pages to
encourage family and friends to take part in the event. By posting photographs of the
cardboard box statistics and of Brian Peterson and his work, Kaleidoscope outreached to
the local and further community in their immediate circle.

On November 12th, local businesses and organizations were contacted in order to garner
donated prizes for the raffle to be held at the event.

32
 On November 17th a press release notifying newspaper outlets of Brian Petersons
participation at the event were sent out.

On November 19th, reporters were reminded and contacted one last time about the
event. CSUFs Daily Titan was contacted for participation at the event or for a possible
contribution opportunity on our behalf to get the story in the paper.

On November 20th, Share Our Selves Sleep out on Superior was held with registration
starting at 6 p.m. Participants paid a $25 fee or donated food and hygiene products
equaling to that amount. Brian Peterson was present with an exhibition of his portraits
along with small prints that were for sale to the event attendees. Participants sorted all
donations, separating hygienic products from food and assembling bags. Kaleidoscope
PR ran a social media booth where participants took photographs holding a chalkboard
that read, I am thankful for along with some of our cardboard box statistics that we
had used for our social media campaign. Participants had the opportunity to take
photographs and if posted on their social media page with our hashtags
#sleepoutonsuperior and #NHHAW, they received entries into our raffle. The raffle
consisted of gift card prizes and some of Brian Petersons artwork. Participants that took
photographs at our media booth walked away with physical photographs taken with a
Polaroid camera; all images had a sticker that read, Sleep out on Superior 2015.
Participants took part in several activities during the night including packing holiday bags,
cooking smores, watching a documentary, listening to speakers and for some, sleeping
out over night at SOSs headquarters. Two raffles were held, one was held at the end of
the night before the last screening of the documentary. The second raffle was held off
until the next morning for participants that spent the night.

After the event, our evaluation was conducted including monitoring traditional media
outlets for possible article publications and calculating social media page increases
based off of our efforts.

33
TEAM MEMBER DUTIES
OLIVIA ALVARADO

RESEARCH
Conducted all research for primary and secondary audiences
Researched other sleep out events
Compiled the contact lists for church groups and possible donors
Researched reporters to send pitch letters to
IMPLEMENTATION
Secured all donations for the event and picked up all donations
Emailed all youth group contacts at churches
Drafted pitch letter template
Drafted outreach email template
Emailed all pitch letters to news publications
Spoke to reporter Bradley Zint about writing his story before the event
Reached out to and secured Brian Peterson for the event
Organized Brian Petersons involvement in the event including showcasing his artwork
Edited and finalized news release for Brian Peterson
Emailed news release to news publications
Edited and finalized social media posters for the event
Took portion of photos around Orange County for social media campaign
Contacted Kean Coffee about a coffee donation for the event
Created donation receipt template for Kean Coffee
Posted about the event on personal social media pages
EVENT
Helped set up social media table
Helped run social media table
Conducted raffle at the event and the raffle in the morning
Slept out at the event
Picked up and dropped off coffee for the event from Kean Coffee
Created flier for the raffle prizes
Created questionnaire tally sheet
NOTEBOOK
Problem statement
Research portion of the work statement
Detailed description of the primary and secondary publics
Member duties in the execution section
Personal reflection
Edited the notebook
Compiled all information for the notebook
Final edits, formatted and printed notebook
MANAGERIAL DUTIES
Ran all group meetings
Kept group members accountable and on time for tasks and assignments
34
 Assigned all tasks for the final notebook
Corresponded with Share Our Selves over email

URSHITA BHAGAT

RESEARCH
Researched nonprofits and trends to get people to volunteer
Researched all case studies of sleep out events around the world including key
messages used, influencers and key take-aways
Researched homeless statistics for photographs
Researched contacts for college groups
Researched social media pages for SOS
IMPLEMENTATION
Tallied current SOS social media numbers
Drafted outreach email template
Emailed all college groups
Created event day checklist and assigned tasks for checklist
Took portion of photos around Orange County for social media campaign
EVENT
Collected donations for the event
Brought frames and jar for social media table
Created shot list for photos at the event?
Took all photos at the event
Helped manage social media and raffle table at the event
Printed all social media fliers for the event
NOTEBOOK
Budget Sheet
Contact List
Conclusion
Deviations
Combined Timesheets
Gantt Chart
POST EVENT
Tallied post SOS social media numbers
Researched traditional media mentions
MANAGERIAL DUTIES
Created google drive for all group members to share
Created contact database to be shared by the group
Managed budget and group funds
Compiled questions for meetings with Share Our Selves

MARIA PAZ

IMPLEMENTATION:
Conducted research.
35
 Contacted talent for event: Miley Cyrus, Amandla Stenberg, cast of documentary
presented at event.
Created flyers for possible food drive event.
Sent out event flyers to school groups and friends.
Drafted press release for Brian Petersons participation.
Contacted mayor for participation.
Sent out newsletters requesting donations from Alliance for trip sponsorship.
Took photographs for social media campaign.
Posted several photographs, stories and flyers on personal accounts and websites to
spread awareness about event.
Created news release for talent outreach and Alliance sponsorship memorandum.
PRSSA
Contacted president and vice president to make announcements at meetings.
Created social media posts prior to panel.
PRIOR TO EVENT
Contacted local newspapers one final time.
Contributed story to Daily Titan for publication
Created social media flyers to have at media table.
NOTEBOOK
Research for Share Our Selves.
Introduction
Execution
Evaluation
EVENT
Covered social media table
Took photographs for participants and posted on social media page
Helped participants with raffle tickets
Helped raffle off prizes with Olivia
Engaged with participants.
Engaged with friends/family that could not attend event using Facebook, Twitter and
Snapchat
POST CAMPAIGN
Asked participants about their experience.
Researched tag #SleepOutOnSuperior on social media websites
Edited Documents
Helped put together final notebook

KIMBERLY CHAN

RESEARCH
Researched homelessness in Orange County
Researched past non-profit events on homelessness
Assessed other non-profit event successes for marketing tips
IMPLEMENTATION
Emailed flyers to religious organizations on campus

36
 Promoted event to churches in Fullerton via email and social media
Contacted and promoted event to prominent bloggers in Orange County for
attendance, publicity, and awareness
Created cardboard statistics and photographs to utilize for social media campaign
Promoted event on personal social media accounts
EVENT
Brought donated food and goods to SOS
Helped set up social media booth
Engaged with attendees to participate in social media campaign
Assisted SOS point person with registration
Surveyed attendees for evaluation
Drew/announced raffle prize winners at documentary screening
Promoted Brian Petersons artwork
Took photos
NOTEBOOK
Introduction
Executive Summary
Reflection
Reviewed/edited documents

SARAH ALUMBAUGH

RESEARCH
Researched homelessness in Orange County
Researched past non-profit events, successes and challenges
Researched homeless bands and music groups in Orange County
Compiled list and contacts of bloggers in Orange County
Read through previous PR groups plan
PLANNING
Brainstormed objectives, strategies, tactics, tools and evaluation methods with group
IMPLEMENTATION
Reached out to CSUF service-oriented clubs and organizations
Took photos for social media campaign
Reached out to PRSSA President and Vice President regarding announcing the event
during meeting
Announced event during PRSSA meeting and encouraged engagement via Twitter
PRIOR TO EVENT
Purchased raffle tickets
Promoted the event on my personal social media channels
EVENT
Assisted and managed the social media table
Took photos of attendees at the social media table and checked to make sure they
posted to social media
Put names into the raffle and helped hand out raffle winners prizes
Directed attendees to the social media table and raffle locations

37
 Informed attendees when it was time for the raffle
NOTEBOOK
PR Plan Section, Reflection / Duties, Planning Section: goals and objectives, outline key
messages, strategic approaches, describe tools and tactics, evaluation techniques for
each tool and tactic
Reviewed / edited documents
MANAGERIAL DUTIES
Reserved spaces for meetings
Created excel spreadsheet with overview of types of contacts
Secured client and set up meeting times
Transported group to most client meetings
Served as partial point-of-contact with clients

38
CAMPAIGN OBSTACLES
The talent we contacted were unavailable for the weekend of our event. Miley Cyrus
was going on to be on tour during the night of our event. Amandla Stenbergs
representatives did not want their client to represent Hunger Games anymore
considering the film was already two years old. The cast of the documentary first listed to
be previewed were unavailable to attend. Gwen Stefanis representatives never
contacted us back. This left the team without talent to offer for the event.

We used traditional media to contact newspapers, school clubs and organizations;

however, not many responded to us. This left the team in the dark of how many
participants would attend the event.

The mayor of Costa Mesa responded apologizing for not being able to attend the event
because he would be out with his family for the Thanksgiving week. He thanked the
team for helping the homeless in the community and wished the team the best however;
this left us without a public figure to pitch to the press.

With the event being around Thanksgiving week, several organizations were holding food
drives, feeding the homeless and providing for the less fortunate. With so many
organizations attempting to get media attention it took away from possible media and
participation we could have had.

Because of our time constraints, we were unable to pitch to certain publications like print
magazines that had a longer lead time than what we were working for.

When reaching out to businesses and organization for possible donations for our raffle,
many were unable to donate because you have to go through their corporate office or
they needed a bigger notice than only a few weeks. This prevented us from being able
to garner as many raffle prize donations as we would have liked.

39
EVALUATION

ORIGINAL GOALS AND OBJECTIVES

The original goal for Kaleidoscope PR was to increase attendance to the second annual Sleep
Out on Superior. Our first objective was to increase attendance to100 total participants. This was
based off of last years attendance which included 80 total attendees. A second objective was
to acquire a total of 100 online media impressions on Facebook, Twitter and Instagram by
Sunday, November 29, 2015. Our third objective was to obtain1 mention in a traditional media
outlet.
EVALUATION OF ORIGINAL GOALS AND OBJECTIVES

There were 200 participants that attended the event on November 20, 2015 which was 100 more
participants than our original objective. Two posts were made on Twitter, a noted 16 Facebook
posts and 34 posts on Instagram. Page likes and follows were increased by 87 on Facebook, 14
on Twitter and 26 on Instagram. This comprised a total of 179 total social media impressions
which was 79 more than our original objective. Two articles were published about Sleep Out on
Superior in the Daily Pilot which is a part of the Los Angeles Times, doubling our original objective.
One article was published before the event and one was published after. There were 35 Polaroid
photographs taken at the social media booth among other photos taken on attendees phones
and 139 tickets were submitted into the raffle. In order to receive raffle tickets at the event,
participants had to complete one or more of the following tasks:
Check-in at Sleep Out on Superior on Facebook
Follow Share Our Selves on Twitter or Instagram
Like Share Our Selves Facebook page
Post a photo to a personal social media account using hashtags #sleepoutonsuperior
and #NHHAW
The raffle consisted of the following prizes that were donated by local businesses:
2 - Artist prints by Brian Peterson of Faces of Santa Ana
10 - $10 Islands Restaurant Gift Cards
2- $25 Islands Restaurants Gift Cards
4 - $10 Bowl of Heaven Gift Cards
3 - $5 Daphnes California Greek Gift Cards

40
 1 Dinner for two at Lazy Dog Restaurant and Bar
1 - $25 Roma D Italia Gift Card & a bottle of homemade salad dressing

VARIOUS EV ALUATION T ACTICS TH AT WERE USED

Number of outreach emails sent to college clubs and church youth groups
Number of participants pre-registered for the event
Number of polaroid pictures taken at the social media booth
The number of raffle tickets collected at the social media booth
Number of participants at the event
Counting hashtags, social media page likes, social media follows, social media mentions
and photos posted
Accounting for all raffle prizes donated by local businesses and organizations
Monitoring traditional media outlets for articles published about the event

There was one college group visit at Cal State Fullerton at the PRSSA panel. During this visit,
members of the organization were notified about the event and given information for
participants. A flyer was then sent out to every member to have on their mobile devices to share
on their social media pages.

41
DEVIATIONS
We did not have any deviations from our original budget. All the items included on our budget
sheet, listed in the Appendix, were donated by sponsors or by the team. Our team donated
staffing, printing, and event costs. Raffle items were donated by various sponsors.

The main deviations from the service learning timeline were the written material for the final
notebook. We had originally planned to start writing rough drafts for the final notebook in
October. We started off creating an outline of our PR plan after we met with Share Our Selves for
the first time. We then started writing some material in the beginning of the service learning
project, but as days moved on, we started focusing more on urgent tasks rather than important
tasks. As the project went along, we were able to create most of the material in our Appendix,
but we did not focus on writing the actual notebook as we had originally planned to do.
However, we were very fortunate to have our event the weekend before Thanksgiving. This
gave us enough time to compile all our media impressions and write the bulk of our final
notebook before our final presentation.

42
 CAMPAIGN TIMELINE
ACTIVITY SEPTEMBER OCTOBER NOVEMBER DECEMBER
Take initial social
media
measurements

Compile contacts list

Draft pitch letters

and press releases

Send out outreach

emails to target
publics

Send out pitch

letters and press
releases

Take pictures for

Facebook campaign

Start Facebook
photo campaign

Finalize event
activities (social
media table & Faces
of Santa Ana artist)

Sleep Out on
Superior event

Take ending
traditional and
social media
measurements

43
BILLABLE HOURS
Date: 01/01/2015 to
12/03/2015

Total Hours

Client: Share Ourselves

Project: 00012-Sleep Out

on Superior

Project n/a
Manager:

Group By: Date

Report Detail
Type:

Date Task Personnel Description Rate Hours Fees

Mitton , Attended team meeting.

Olivia Discussed service learning
09/10/2015 Management $15.00 1.00 $15.00
project and finalized Share
Our Selves as our non profit

Alumbaugh, Attended team meeting.

Sarah Discussed client, meet with
09/10/2015 Management $15.00 1.00 $15.00
Gaschen with finalized
nonprofit

Bhagat, Attended team meeting.

09/10/2015 Management $15.00 1.00 $15.00
Urshita Discussed service learning.

Chan,
09/10/2015 Management $15.00 1.00 $15.00
Kimberly Attended team meeting.

Paz , Maria Attended team meeting.

09/10/2015 Management $15.00 1.00 $15.00
Discussed service learning.

09/10/2015 Total 5.00 $75.00

44
 Mitton , Met with Share Our Selves at
Olivia their Costa Mesa location.
Discussed our event that will
09/22/2015 Communication take place at the end of $15.00 2.00 $30.00
November. Toured the
facilities. Went over goal
and objectives

Bhagat, Met with Share Out Selves.

09/22/2015 Communication $15.00 2.00 $30.00
Urshita Discussed Service Learning

Chan, Met at Share Our Selves

Kimberly location. Went over service
09/22/2015 Communication $15.00 2.00 $30.00
learning project and
anticipated duties

Paz , Maria Met with team and Share

Our Selves. Discussed
09/22/2015 Communication $15.00 2.00 $30.00
upcoming partnership and
project.

Alumbaugh, Meeting with Share Our

09/22/2015 Communication Sarah Selves to discuss nonprofit $15.00 2.00 $30.00
event

09/22/2015 Total 10.00 $150.00

Alumbaugh, Research Homelessness

10/08/2015 Research $15.00 0.50 $7.50
Sarah

10/08/2015 Total 0.50 $7.50

Alumbaugh, Email Katie regarding

Communication Sarah upcoming meeting, client $15.00 0.50 $7.50
10/9/2015 agreement

10/09/2015 Total 0.50 $7.50

10/10/2015 Research Alumbaugh, Research grocery stores, $15.00 0.50 $7.50

Sarah church groups

10/10/2015 Total 0.50 $7.50

45
 Mitton , Researched food drive
Olivia locations, possible
partnerships for service
10/11/2015 Research $15.00 0.50 $7.50
learning project, and
information on last year's
Sleep out in Superior event

10/11/2015 Total 0.50 $7.50

Alumbaugh, Sign and scan agreement,

10/12/2015 Management Sarah respond to Katie, respond to $15.00 0.50 $7.50
emails

10/12/2015 Total 0.50 $7.50

10/13/2015 Communication Chan, Begin new time sheet $15.00 0.50 $7.50
Kimberly

10/13/2015 Communication Paz , Maria In class lecture on $15.00 2.50 $37.50

audiences. Group task to
build the highest paper
tower. Found out results of
Medieval Times
competition. Cried for hours
at our disappointment.

10/13/2015 Management Alumbaugh, Meeting $15.00 1.00 $15.00

Sarah

10/13/2015 Management Alumbaugh, Attend class $15.00 2.75 $41.25

Sarah

10/13/2015 Management Bhagat, Attended team meeting. $15.00 2.00 $30.00

Urshita Discussed SL and SOS.

10/13/2015 Management Bhagat, Attended class. Announced $15.00 1.79 $26.85

Urshita competition results.
Participated in group
activity.

46
10/13/2015 Management Mitton , Continued research on $15.00 1.10 $16.50
Olivia Share Our Selves. Outlined
possible target public and
secondary public. Outlined
possible strategies for
campaign. Read through
media coverage from last
year's event.

10/13/2015 Management Mitton , Attended class. Received $15.00 2.00 $30.00

Olivia agency competition results.
Built newspaper towers.
Reviewed timefox system.

10/13/2015 Research Alumbaugh, Look at service learning $15.00 0.75 $11.25

Sarah notebooks

10/13/2015 Research Paz , Maria Attended group meeting on $15.00 2.25 $33.75
campus. Began working on
service learning campaign
outline. Discussed research
that was compiled.
Brainstormed possible
strategies for service
learning campaign.

10/13/2015 Research Paz , Maria Group meeting to discuss $15.00 3.00 $45.00
timeline, tactics and
objectives for non-profit
proposal with Share Our
Selves.

10/13/2015 Total 19.64 $294.60

10/14/2015 Management Alumbaugh, Email client agreement $15.00 0.05 $0.75

Sarah 4:29PM - 4:32PM

47
10/14/2015 Research Bhagat, Conducted preliminary $15.00 0.43 $6.45
Urshita research on homeless
sleeping out events and
compiled links for further
review

10/14/2015 Research Mitton , Read through the first half of $15.00 0.89 $13.35
Olivia Urshita's case study research
about other sleep out
events held around the
world.

10/14/2015 Total 1.37 $20.55

10/15/2015 Management Alumbaugh, Group meeting, outline for $15.00 2.00 $30.00
Sarah Gaschen, go over Timeline

10/15/2015 Management Bhagat, Attended team meeting. $15.00 2.00 $30.00

Urshita Discussed SL, SOS, and
project ideas.

10/15/2015 Management Mitton , Attended weekly group $15.00 2.00 $30.00

Olivia meeting. Continued filling
out service learning project
outline and began working
on timeline. Compiled a list
of questions for our client
meeting taking place next
Tuesday.

10/15/2015 Research Alumbaugh, Posting research, Creating $15.00 0.50 $7.50

Sarah excel sheet for stores,
organizations, etc.
10:37AM - 11:13PM

10/15/2015 Research Bhagat, Continued research on SL $15.00 0.38 $5.70

Urshita and previous events.

48
10/15/2015 Research Chan, Researched homelessness $15.00 1.00 $15.00
Kimberly and poverty statistics in
Orange County online

10/15/2015 Total 7.88 $118.20

10/18/2015 Research Alumbaugh, 5:39AM - 5:56AM $15.00 0.28 $4.20

Sarah

10/18/2015 Total 0.28 $4.20

10/19/2015 Communication Chan, Continued research. Sent $15.00 1.00 $15.00

Kimberly out emails to friends from
Rockharbor Church to
promote Sleep Out event

10/19/2015 Management Mitton , Edited service learning $15.00 0.74 $11.10

Olivia timeline and campaign
outline.

10/19/2015 Planning Mitton , Finished reading through $15.00 2.20 $33.00

Olivia Urshita's research document
on case studies of other
sleep out events. Noted any
memorable slogans and
tactics used by other
organizations. Began writing
SWOT, PEST, and target
public documents.

10/19/2015 Research Bhagat, Continued research. $15.00 2.57 $38.55

Urshita Watched video blog on
Youtube of last year's event.

10/19/2015 Research Bhagat, Continued research and $15.00 1.30 $19.50

Urshita case studies analysis.

10/19/2015 Total 7.81 $117.15

49
10/20/2015 Communication Chan, Team meeting, turn in $15.00 4.00 $60.00
Kimberly Service Learning Project
outline to Professor Gaschen
1:48PM - 1:48PM

10/20/2015 Communication Chan, Attended team meeting $15.00 0.75 $11.25

Kimberly with Professor Gaschen
(4pm) about service
learning

10/20/2015 Communication Paz , Maria
Met with Client at $15.00 4.00 $60.00
headquarters to discuss
future placement with the
material. Discussed with
group on ideas to
implement a bigger plan.
Met with Professor Gaschen
to discuss Service Learning
Project and Agency
Competition.

10/20/2015 Management Alumbaugh, Email client $15.00 2.00 $30.00

Sarah

10/20/2015 Management Bhagat, Group discussion about SL. $15.00 3.00 $45.00
Urshita Client meeting with Share
Our Selves

10/20/2015 Management Bhagat, Attended meeting with $15.00 0.70 $10.50

Urshita Professor

50
10/20/2015 Management Mitton , Attended meeting at Share $15.00 3.50 $52.50
Olivia Our Selves headquarters in
Costa Mesa to discuss our
campaign ideas and
approval process for
documents. Met with group
when back on campus to
finalize service learning
outline and timeline.
Confirmed assignments to
be completed by Thursday.

10/20/2015 Management Mitton , Attended group meeting $15.00 0.65 $9.75

Olivia with Professor Gaschen to
discuss agency competition
results, service learning
project outline and timeline
and portfolio.

10/20/2015 Management Mitton , Wrote draft for email $15.00 2.18 $32.70
Olivia template that will be sent to
Share Our Selves for
approval before it is sent out
to possible event attendees.
Finished draft for target and
secondary public. Added
logos and pdf documents to
shared google drive.

51
10/20/2015 Planning Mitton , Finished writing PEST $15.00 2.33 $34.95
Olivia document. Began
compiling contacts for
church youth groups and
student clubs and
organizations. Researched
target public more in depth
in regards to volunteering.
Researched volunteer
statistics in Orange County.

10/20/2015 Research Bhagat, Put together contact list for $15.00 2.77 $41.55
Urshita CSUF campus organizations.
11:36PM - 2:22AM

10/20/2015 Research Paz , Maria Researched creative ways $15.00 2.00 $30.00
to create a better resume.
Compiled documents and
art work for Portfolio.
Created, revised and edited
material for Portfolio.

10/20/2015 Total 27.88 $418.20

10/21/2015 Research Bhagat, Created/edited email $15.00 0.93 $13.95

Urshita template

10/21/2015 Research Paz , Maria Put together Introduction for $15.00 4.00 $60.00
Save Our Selves Service
Learning Program.
Compiled list of popular
locations to take campaign
photographs at. Created list
of statistics to write on
cardboard boxes. Executed
plan for which locations to
reach out to first.

52
10/21/2015 Total 4.93 $73.95

10/22/2015 Management Mitton , Attended group meeting. $15.00 2.00 $30.00

Olivia Sent outreach template to
Share Our Selves for
approval. Reviewed
contact lists for outreach.
Wrote strategies and tactics.
Reviewed agenda for next
week's meeting.

10/22/2015 Planning Mitton , Finished target audience. $15.00 1.95 $29.25

Olivia Edited email template.
Added to contact list.
Researched donation
opportunities.

10/22/2015 Research Bhagat, Created agency email $15.00 0.38 $5.70

Urshita address and uploaded
information onto Drive

10/22/2015 Research Chan, Admin/emails, looked at $15.00 1.00 $15.00

Kimberly past SL projects for
examples

10/22/2015 Research Paz , Maria Compiled locations for $15.00 5.00 $75.00
Campaign, Outreached to
possible speakers, reached
out to local sponsors.
Communicated with talent
representatives for
attendance. Met with team
to discuss responsibilities and
to assign job duties.

10/22/2015 Total 10.33 $154.95

10/23/2015 Research Alumbaugh, Compiling blog contacts $15.00 1.50 $22.50

Sarah

53
10/23/2015 Total 1.50 $22.50

10/24/2015 Research Alumbaugh, Compile contacts, read $15.00 1.00 $15.00

Sarah contacts

10/24/2015 Total 1.00 $15.00

10/26/2015 Research Paz , Maria Checked emails and $15.00 2.00 $30.00
responded to talents
responses. Worked on
compliment a longer
contact sheet.

10/26/2015 Total 2.00 $30.00

10/27/2015 Management Alumbaugh, Group meeting $15.00 2.00 $30.00

Sarah

10/27/2015 Management Alumbaugh, Class $15.00 2.00 $30.00

Sarah

10/27/2015 Management Bhagat, Attended team meeting. $15.00 1.73 $25.95

Urshita Discussed SL project and
narrowed down project
outline.

10/27/2015 Management Bhagat, Attended class. Discussed $15.00 1.89 $28.35

Urshita portfolios and time sheets.
Briefly discussed SL at end of
class.

54
10/27/2015 Management Mitton , Attended weekly class. $15.00 1.75 $26.25
Olivia Discussed professional
portfolios and resumes.
Reviewed peer evaluations
and timefox. Reviewed how
to evaluate our service
learning projects and what
researched should be done
in order to evaluate
accurately.

10/27/2015 Management Mitton , Attended weekly group $15.00 1.47 $22.05

Olivia meeting. Discussed
outreach to documentary
producers. Reviewed
service learning timeline.
Began outlining pitch letter.

10/27/2015 Research Paz , Maria Met with team to compile $15.00 2.00 $30.00
our tasks.

10/27/2015 Total 12.84 $192.60

10/28/2015 Communication Mitton , Sent out emails to possible $15.00 0.95 $14.25
Olivia donors for raffle prizes.
Created agenda on shared
drive for group members to
look at and sign up for tasks.
Sent out notification of new
document posted for group
members.

10/28/2015 Total 0.95 $14.25

55
10/29/2015 Communication Mitton ,
Olivia
Edited outreach email $15.00 0.87 $13.05
template per the revisions
made by Share Our Selves.
Sent out outreach emails to
all church youth group
contacts for Mariners
Church, Friends Church and
Rock Habor church.

10/29/2015 Management Alumbaugh, Group meeting $15.00 2.00 $30.00

Sarah 2:02PM - 2:03PM

10/29/2015 Management Bhagat, Attended team meeting. $15.00 1.91 $28.65

Urshita Discussed SL and PR
Portfolio.

10/29/2015 Management Mitton , Attended weekly group $15.00 1.92 $28.80

Olivia meeting. Discussed what
tasks need to be completed
over the weekend. Assigned
statistics for each
photograph for social
media campaign. Emailed
Share Our Selves our pitch
letter template. Reviewed
research on media
coverage and Hunger and
Homelessness Awareness
Week.

10/29/2015 Planning Chan, Attended class, tower $15.00 3.00 $45.00

Kimberly activity, received Agency
Competition grade

56
10/29/2015 Research Mitton , Compiled past media $15.00 1.30 $19.50
Olivia coverage from last year's
event. Compiled recent
media coverage for this
year's event so that we will
be able to evaluate our
efforts accurately. Finished
writing pitch letter to be sent
to reporters to participate in
our event for a story. Read
through Urshita's research
on social media for Share
Our Selves along with the
research on National
Hunger and Homeless week
and how we can tie it into
our campaign.

10/29/2015 Research Paz , Maria Created new flyers for Sleep $15.00 2.00 $30.00
On Superior, collected
statistics for social media
campaign. Attained
cardboard boxes to begin
creative process of
campaign.

10/29/2015 Total 13.00 $195.00

10/31/2015 Research Paz , Maria Compiled locations for $15.00 1.00 $15.00
social media campaign and
went out to look for
materials.

10/31/2015 Total 1.00 $15.00

11/01/2015 Planning Alumbaugh, Create signs and take $15.00 1.22 $18.30
Sarah photos
9:23AM - 10:37AM

57
11/01/2015 Total 1.22 $18.30

11/02/2015 Communication Alumbaugh, Email client, outreach to $15.00 1.51 $22.65

Sarah campus clubs in Fullerton
11:31AM - 1:02PM

11/02/2015 Communication Mitton , Sent email response to $15.00 2.13 $31.95

Olivia contact at Friends Church
who responded about
Sleep Out on Superior.
Made signs and took photos
around Orange County for
social media campaign.

11/02/2015 Research Paz , Maria Created Social Media $15.00 2.00 $30.00
campaign signs, updated
campaign forms online.

11/02/2015 Total 5.64 $84.60

11/03/2015 Communication Paz , Maria Follow up e-mails to clients $15.00 0.50 $7.50
that were waiting to talk to
representatives about
attending event.

11/03/2015 Management Alumbaugh, Group meeting, discuss $15.00 2.00 $30.00

Sarah strategies
3:20PM - 3:20PM

11/03/2015 Management Alumbaugh, Class time, discuss project $15.00 2.00 $30.00
Sarah

11/03/2015 Management Bhagat, Attended class. Graded $15.00 2.75 $41.25

Urshita portfolios.

11/03/2015 Management Chan, Admin, made edits, $15.00 1.00 $15.00

Kimberly uploaded photos

58
11/03/2015 Management Mitton , Responded to email from $15.00 0.55 $8.25
Olivia Share Our Selves. Edited
pitch letter per the revisions
they sent over. Uploaded
photos onto the shared
drive for the social media
campaign. Updated notes
into shared photo sheet so
team members would know
my photos had been taken.

11/03/2015 Total 8.80 $132.00

11/04/2015 Communication Bhagat, Sent outreach emails for $15.00 1.13 $16.95
Urshita SOS event to CSUF campus
organizations
4:15PM - 5:23PM

11/04/2015 Communication Chan, Research, sent out pitch $15.00 1.50 $22.50
Kimberly letters to mommy bloggers

11/04/2015 Communication Chan, Admin, sent emails to $15.00 1.50 $22.50

Kimberly Renew Church OC to
promote SOS event, also
emailed ten various OC
bloggers to
attend/participate

59
11/04/2015 Communication Mitton ,
Olivia
Researched recent articles $15.00 1.40 $21.00
dealing with homelessness in
Orange County for
particular reporters in order
to send out pitch letters for
them to attend and cover
the Sleep Out on Superior
Event. Sent out pitch letters
to Orange County Register,
Los Angeles Times, Locale
Magazine and OC Weekly.
Updated contact list on
shared drive.

11/04/2015 Total 5.53 $82.95

11/05/2015 Communication Chan, Research news articles, $15.00 1.50 $22.50

Kimberly emailed pitch letters,
responded to mommy
blogger emails

11/05/2015 Communication Mitton ,
Olivia
Researched news articles for $15.00 1.27 $19.05
reporters to send out
tailored pitch letters to
attend and cover Sleep Out
on Superior. Emailed pitch
letters to reporters at the
Daily Pilot and the Long
Beach Press-Telegram.
Researched Brian Peterson,
a local Santa Ana artist.
Emailed him to see about
attending our event and
what else he can do for the
campaign. Updated shared
contact sheet.

60
11/05/2015 Communication Paz , Maria
11/05/2015 Communication Paz , Maria
11/05/2015 Communication Paz , Maria
11/05/2015 Management Alumbaugh, Send photos, send emails
Sarah
11/05/2015 Management Bhagat,
Urshita
Created flyers to ask for $15.00 2.50 $37.50
seasonal food for event.
Sent out e-mails to clubs,
friends that would like to
attend. Reached out to
possible talent. E-mail group
on possible activites for
event. Created social
media posts for personal
social media pages.
Viewed and picked $15.00 3.00 $45.00
photographs for social
media campaign.
Distributed client emails to
Share Our Selves and others.
Group meeting. Composed $15.00 2.17 $32.55
e-mail for Share Our Selves
to ask Rudy to attend.
Emailed Professor for
meeting on December 1st.
Opportunities to distinguish
our event from others.
$15.00 1.00 $15.00
Attended team meeting. $15.00 2.00 $30.00
Discussed SL outreach, and
what to add to our event to
drive more attendance.
Compiled and sent emails
to SOS with information
about social media
campaign and other points
of business.
61
11/05/2015 Management Chan, Attended weekly group $15.00 2.00 $30.00
Kimberly meeting, emailed SOS,
emailed Gaschen for team
meeting appointment,
compiled list of donors, sent
social media photos to SOS
to use for campaign

11/05/2015 Management Mitton , Attended weekly group $15.00 2.10 $31.50

Olivia meeting. Emailed Share Our
Selves to see if they will be
attending our presentations.
Emailed Professor Gaschen
to confirm meeting for
December 1st. Responded
to email from interested
college group. Went over
timeline for event. Compiled
list of items we will need the
night of the event. Made a
list of potential donors for
raffle prizes for the event.
Discussed other
opportunities to distinguish
this event from last year's.
Sent Share Our Selves nine
of our social media photos
for our campaign and a
sample post.

62
11/05/2015 Research Bhagat, Researched nonprofit PR $15.00 0.52 $7.80
Urshita campaign case studies for
ideas we can implement in
our SL project.
7:39PM - 7:54PM
7:58PM - 8:11PM
8:22PM - 8:26PM

11/05/2015 18.06 $270.90

11/09/2015 Communication Chan, Responded to emails, $15.00 0.50 $7.50

Kimberly general admin

11/09/2015 Communication Mitton , Responded to email $15.00 0.23 $3.45

Olivia responses received from
pitch letters sent out last
week. Responded to Brian
from Faces of Santa Ana
regarding possibly attending
the event and sketching
portraits for raffle winners.
Responded to Share Our
Selves RSVP response.

11/09/2015 Communication Mitton ,
Olivia
Spoke to Bradley Zint from $15.00 0.05 $0.75
the Daily Pilot regarding my
pitch to him. Gave him the
direct contact information
for Share Our Selves so he
can interview them about
this year's event.

11/09/2015 Management Alumbaugh, Photos $15.00 2.17 $32.55

Sarah

11/09/2015 Research Chan, General admin $15.00 0.50 $7.50

Kimberly

63
11/09/2015 Research Mitton , Researched additional $15.00 0.37 $5.55
Olivia businesses and restaurants I
can approach for raffle
prize donations. Planned out
which businesses I will visit
tomorrow afternoon.

11/09/2015 Total 3.82 $57.30

11/10/2015 Communication Chan, General admin, responded $15.00 1.00 $15.00

Kimberly to emails, updated team
mates on SOS progress

11/10/2015 Communication Mitton , Visited 18 different $15.00 2.10 $31.50

Olivia businesses in Irvine and
Tustin to try to get raffle
donations for the event.
Secured gift card donations
from two restaurants. Left
my information with three
others who will be in touch.

11/10/2015 Management Chan, Update contact list $15.00 0.50 $7.50

Kimberly

11/10/2015 Management Mitton , Updated contact list with $15.00 0.30 $4.50
Olivia additional businesses to
contact for raffle prizes.
Began compiling blogger
information.

11/10/2015 Research Chan, Donation letters, printed $15.00 0.50 $7.50

Kimberly fliers

64
11/10/2015 Research Mitton , Created Share Our Selves $15.00 0.72 $10.80
Olivia letter head. Researched
templates for donation
letters. Wrote donation
receipt letter to give to
businesses who donate
prizes for our raffle. Printed
copies along with event
flyers to give to the
businesses.

11/10/2015 Total 5.12 $76.80

11/11/2015 Communication Mitton ,
Olivia
Spoke with Brian Peterson $15.00 0.27 $4.05
the artist on the phone
about attending our event,
promoting the event to his
followers and church
connections and about
donating a canvas print for
our raffle.

11/11/2015 Communication Paz , Maria
Responded to e-mails from $15.00 2.00 $30.00
participants willing to help
out during event. Reached
out to friends, family and
others through social media,
blogs and school clubs.
Discussed event with club
president for PRSSA to
promote event at next
meeting.

65
11/11/2015 Research Bhagat, Researched and found $15.00 2.78 $41.70
Urshita contact information for
local service-based college
groups. Created a
spreadsheet of all their
information. Emailed them.
Researched similar case
studies.

11/11/2015 Total 5.05 $75.75

11/12/2015 Communication Paz , Maria
Attended schedule meeting $15.00 2.13 $31.95
with Share Our Selves.
Discussed remaining items
needed for the event.
Discussed the social media
photo area and ops.
Pitched ideas for Check list
and necessary items.

11/12/2015 Management Alumbaugh, Client meeting $15.00 0.50 $7.50

Sarah

11/12/2015 Management Chan, Met with SOS in Costa Mesa; $15.00 2.00 $30.00
Kimberly discussed remaining items
needed for the event;
discussed the social media
table and photo area

66
11/12/2015 Management Mitton , Attended scheduled $15.00 2.08 $31.20
Olivia meeting with Share Our
Selves. Discussed remaining
items needed for the event.
Discussed the social media
table and photo area.
Talked about Brian Peterson
showcasing his artwork at
the event and promoting
the event prior. Talked
about donations I secured
for the raffle. Made a check
list for items needed to be
completed before the
event next week.

11/12/2015 Research Bhagat, Continued researching and $15.00 1.85 $27.75

Urshita emailing local groups in the
area. Continued creating a
spreadsheet for the final
project, and for future years.

11/12/2015 Research Bhagat, Attended meeting with $15.00 2.00 $30.00

Urshita Share Our Selves.

11/12/2015 Total 10.56 $158.40

11/13/2015 Communication Chan, General admin, compiled $15.00 1.50 $22.50

Kimberly meeting notes, sent out
emails to more bloggers to
participate/promote event

67
11/13/2015 Communication Mitton ,
Olivia
Called Brian Peterson to $15.00 1.10 $16.50
confirm attendance at the
event and to let him know
he will be able to showcase
his artwork at the event as
well. Emailed him the event
flyers so he can promote the
event to his contacts.
Emailed Share our Selves
Brian's social media links
and other it items. Compiled
all meeting notes and
agenda items and sent it to
other group members.
Called Kean Coffee to get
contact information for
coffee donation. Sent email
for the donation the the
owner of the company.

11/13/2015 Communication Paz , Maria
Sent out blast to clubs and $15.00 1.50 $22.50
presidents about event.
Talked to the assistant for
the mayor of Costa Mesa to
request his participation at
the event; however, he will
be out of town and can not
attend event but thanked
us for our help.

11/13/2015 Management Alumbaugh, Uploading photos $15.00 0.14 $2.10

Sarah 4:10PM - 4:18PM

11/13/2015 Total 4.24 $63.60

11/14/2015 Research Bhagat, Researched OCC clubs and $15.00 0.42 $6.30
Urshita their contact information.

68
11/14/2015 Total 0.42 $6.30

11/15/2015 Communication Paz , Maria
Signs for raffles, responded $15.00 3.58 $53.70
to emails. Outreach through
personal social media,
personal contacts to attend
event. Created signs for
event social media
participation.

11/15/2015 Management Bhagat, Created preliminary $15.00 0.42 $6.30

Urshita checklist for event day.

11/15/2015 Total 4.00 $60.00

11/16/2015 Communication Chan, Updated contact lists, $15.00 1.00 $15.00

Kimberly edited news releases,
responded to emails

11/16/2015 Communication Mitton , Sent email response to $15.00 0.30 $4.50

Olivia group members about
agenda for this week.
Emailed Share Our Selves for
updated confirmed head
count for the event. Emailed
Kean Coffee owner back
about number of volunteers
they would be providing
coffee for at the event.

69
11/16/2015 Communication Paz , Maria Send out social media raffle $15.00 1.83 $27.45
signs to team, created news
release for Brian Peterson.
Researched Brian Peterson
for social media post.
Outreach to one final club.
Created small print outs for
PRSSA meeting outreach
announcement.

11/16/2015 Management Alumbaugh, Researched event $15.00 1.35 $20.25

Sarah calendars, contacts

11/16/2015 Management Bhagat, Added OCC, Goldenwest, $15.00 1.62 $24.30

Urshita and Concordia to the
spreadsheet and sent
emails.

11/16/2015 Management Mitton , Reserved room online for $15.00 1.60 $24.00
Olivia our group meeting
tomorrow. Formatted news
release onto SOS letterhead.
Edited content of the news
release. Emailed news
release to group members
to review. Created a list of
raffle prizes that we can put
up at the event. Contacted
Islands Restaurant to see
when I can pick up their gift
card donations. Updated
contact list with business
information for raffle prizes.

11/16/2015 Total 7.70 $115.50

70
11/17/2015 Communication Mitton ,
Olivia
Responded to email from $15.00 0.72 $10.80
Share Our Selves about
attendance for the event
and about coffee donation
I secured from Kean Coffee.
Responded to email from
Kean coffee and sent them
a personalized donation
letter with SOS tax ID.
Updated task sheet for final
project notebook and
emailed to group members.

11/17/2015 Communication Paz , Maria
Met with team to discuss last $15.00 3.00 $45.00
minute event duties.
Assigned team with
responsibilities for book and
presentation. Met with
Gaschen, discussed
campaign and possible
ideas.

11/17/2015 Management Mitton , Responded to email from $15.00 1.77 $26.55

Olivia Share Our Selves about
group attendance at the
event. Edited news release
and sent out to media
contacts. Posted about the
event on my personal social
media pages. Sent out news
release to media contacts.
Responded to email from
Kean Coffee about their
possible coffee donation for
the event. Updated contact
sheet.

71
11/17/2015 Management Mitton , Attended weekly group $15.00 1.25 $18.75
Olivia meeting. Discussed updates
on raffle prizes and Kean
Coffee donation. Assigned
tasks to complete for the
final notebook over break.
Assigned final items on the
check list for the event on
Friday.

11/17/2015 Management Mitton , Attended meeting with $15.00 0.75 $11.25

Olivia Professor Gaschen to discuss
service learning project.
Received portfolios back.
Reviewed service learning
notebooks from past
semesters.

11/17/2015 Total 7.49 $112.35

11/18/2015 Management Mitton , Went to Bowl of Heaven $15.00 1.37 $20.55

Olivia and Islands Restaurant to
pick up the gift cards for the
raffle.

11/18/2015 Planning Paz , Maria Researching event activities $15.00 1.50 $22.50
prior to event. Outreach of
e-mails to friends/family.
Outreach to restaurants that
may want to help still but
were unsure before.
Compiling to-do list for
event, talent, and film.

11/18/2015 2.87 $43.05

72
11/19/2015 Communication Mitton ,
Olivia
Emailed Kean Coffee $15.00 0.60 $9.00
regarding confirmation of
pick up time for the cambro
of coffee for the event.
Emailed Brian Peterson of
Faces of Santa Ana about
confirmation of raffle prize
donation and number of
attendees he was able to
confirm. Responded to
email from possible
attendee. Updated raffle
prize sheet so I can send to
Share Our Selves to print out
for the event.

11/19/2015 Communication Paz , Maria
Mass e-mail blast of press $15.00 2.50 $37.50
release for Brian Peterson to
Orange Register, Huntington
Beach Magazine, local
magazines. Created media
alert for Daily Titan and final
social media posts for
personal accounts.
Researched and collected
individual homeless stories
for our followers to read.

11/19/2015 Planning Paz , Maria Compiled pre-evaluations, $15.00 3.00 $45.00

contacted personal
attendees, communicated
with group on final tasks.
Purchased hygiene
products and food for
donations.

11/19/2015 Total 6.10 $91.50

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11/20/2015 Communication Chan, Promoted Sleep Out event $15.00 0.50 $7.50
Kimberly on social media (Facebook
& Instagram)

11/20/2015 Communication Chan, Prep for Sleep Out event $15.00 1.00 $15.00
Kimberly

11/20/2015 Management Chan, Attended Sleep Out on $15.00 5.50 $82.50

Kimberly Superior event in Costa
Mesa; over 200 participants
attended to give donations,
compile care packages.
Created social media booth
with team. Met with artist
Brian Peterson and
promoted his artwork
throughout the evening.
Listened to three various
speakers. Set up/tear down.

74
11/20/2015 Management Mitton , Went to the store to pick up $15.00 15.00 $225.00
Olivia last minute items for the
event. Loaded up my car
with all items I needed to
bring to the event including
table, raffle prizes, frames,
photo sign, backdrop and
tape. Picked up coffee for
the event from Kean Coffee
in Newport Beach. Arrived
at the event at 5:45 p.m.
Unloaded car and set up
coffee station. Set up social
media table. Managed
social media table and
raffle area during the event.
Attended speaker portion of
the event. Raffled off prizes
before the documentary
screening. Talked to the OC
Register reporter. Slept out
for the event. Got up at 6:30
a.m. to get morning raffle
situated. Notified everyone
of breakfast and the raffle.
Raffled off remaining prizes.
Helped clean up areas.
Returned cambro of coffee
to Kean Coffee in Newport
Beach.

75
11/20/2015 Planning Paz , Maria Sleep Out On Superior! $15.00 6.50 $97.50
Helped set up the social-
media page; helped at
check-in table for the
beginning of the night. Took
pictures, helped with social-
media signs and raffle.
Helped participants find
their way around the event.

11/20/2015 Total 28.50 $427.50

11/23/2015 Evaluation Paz , Maria Sent out thank you e-mails $15.00 2.00 $30.00
to all those that donated to
the event. Pulled together
information for evaluation
process of the book.

11/23/2015 Total 2.00 $30.00

11/29/2015 Communication Chan, Communicated with team $15.00 0.50 $7.50

Kimberly about creating rough draft
documents for final
notebook, saw article about
Brian Peterson in the OC
Register

76
11/29/2015 Communication Mitton ,
Olivia
Created documents on the $15.00 5.22 $78.30
drive for the final notebook.
Created table to contents
outline. Edited SWOT and
PEST analysis and finished
writing the problem
statement section. Wrote
the research section. Edited
the target audience
section. Wrote the team
member duty sections for
myself and started Urshita's.
Edited the contact sheet.
Create google doc sheet
for the Execution and
personal reflection sections.
Reviewed the examples on
titanium of past service
learning notebooks.

11/29/2015 Evaluation Alumbaugh, 7:57PM - 9:29PM planning $15.00 1.54 $23.10

Sarah

11/29/2015 Total 7.26 $108.90

11/30/2015 Evaluation Alumbaugh, Planning $15.00 1.74 $26.10

Sarah 6:44AM - 8AM
1:11PM - 1:11PM
1:11PM - 1:47PM

11/30/2015 Management Chan, Drafted document for $15.00 0.50 $7.50

Kimberly Executive Summary of final
notebook, reviewed other
documents on google drive

11/30/2015 2.24 $33.60

77
12/01/2015 Evaluation Alumbaugh, Planning, editing $15.00 3.50 $52.50
Sarah 1:00PM - 4:30PM

12/01/2015 Management Mitton , Attended scheduled group $15.00 3.60 $54.00

Olivia meeting. Discussed
individual assignments for
the service learning
notebook. Began outlining
the powerpoint
presentation. Discussed
evaluation of the event,
media coverage, and social
media impressions. Created
deadlines for the drafts of all
notebook materials.
Reserved library smart rooms
for the next week of
meetings so we can
rehearse for the
presentation. Met with
Professor Gaschen to review
questions and pick
presentation order.

12/01/2015 Total 7.10 $106.50

12/02/2015 Evaluation Alumbaugh, Power point $15.00 0.50 $7.50

Sarah

12/02/2015 Total 0.50 $7.50

Total 274.13 $4,111.95

78
CONCLUSION
The majority of our problems were related to time, or the lack thereof. We were focused on the
Agency Competition for the majority of the first half of the semester. We did not anticipate the
amount of time it takes to collaborate with external entities. We were unfortunately delayed in
our timelines due to the fact that we unjustly assumed quick document turnover and approval.
We would suggest teams to come to prepare all documents that require approval before time,
as youre working on the Agency Competition in the beginning of the semester. This will prove
difficult, but it will be worth it in the end. We suggest future teams to meet with their Service
Learning client at least once before October, in order to figure out what exactly needs to be
done, and prepare all documents for review early on. While teams are working on the Agency
Competition, the non-profits will be reviewing documents. As the Agency Competition ends,
future teams will be equipped with everything they need to start implementing their Service
Learning public relations campaign right away.

Despite our challenges, we had many successes. Our original objectives were to have 100
attendees and one traditional media listing. However, there were over 200 attendees at the
Sleep Out on Superior event and we garnered two traditional media impressions. We met and
doubled all of our original objectives. We worked well as a team, amongst us, as well as with
Share Our Selves. We were able to reach out to a local artist, who not only donated to the
cause, but also increased the value of the event greatly. We also were able to secure very
generous donations from many sponsors.

The lessons we have learned throughout this project is that time is everything, but there is never
enough. Advice wed give to future teams is to start early. Even if there seems like enough time
in the beginning, keep in mind that the more people one works with, the longer it takes to get
things done. The service learning project was a great hands-on experience on working with a
client. It seemed incredibly parallel to what we will have to do in the real world including
conflict management, deadlines, stress and fun. Through this project, we learned how to work
with an external client. We learned to fit our wants with their needs and how to best use our
abilities to accomplish their goals.
A FEW RECOMMENDATIONS TO F UTURE TE AMS

Start your outreach alongside with the Agency Competition. It will take greater effort
from your team, but it will be worth it in the end. Many of our target publics required a

79
 greater amount of lead time in order to attend the Sleep Out on Superior event. For
example, Concordia University College requires Share Our Selves to fill out a form. Once
filled out, Concordia will be able to send their student organizations updates about Share
Our Selves future volunteer opportunities.
Link: http://www.cui.edu/StudentLife/Concordia-Cares/ Organization-Interest-Form

Start compiling all documents for approval right after the first meeting with your client.
While you are focusing on the Agency Competition, your client can review and send
back all documentation. This way, as soon as the Agency competition finishes, you are
able to start your campaign right away.

Most companies require a month or more lead time for donations. This is also something
future teams can start preparing for earlier and filling out the necessary paperwork early
on.

80
PERSONAL REFLECTIONS
OLIVIA ALVARADO

This course was by far the most challenging and demanding one Ive had
to take throughout my major, living up to every expectation and story I
had heard from previous students. After completing the agency
competition, I thought it would become easier having to only focus on
the service learning project, but working with a client is so much more
demanding than any proposal could ever be. With that being said,
working on the service learning project was such a great experience that
I am very happy I had the opportunity to be a part of it. Working with an
organization like Share Our Selves that is dedicated to such a worthy cause as helping not only
the homeless but those in need was incredibly rewarding. Being able to see that our efforts
translated into more publicity, more attendees and more donations was awesome. The
recognition we received on the night of the event as the reason they more than doubled their
attendance from last years event made all of the hours we put in well worth it.

Working on a service learning project with a real client was an eye-opening experience into the
world of public relations. Having the opportunity to put to use all of the tools and skills I have
collected throughout my time at CSUF was really beneficial. Never before had I drawn upon so
many things I had learned over the past few years. I was given the opportunity to conduct
research, compile contact lists, write news releases, create pitch letters, communicate with
reporters and then see it translate into a great event. The most rewarding aspect of the service
learning project was pitching to a reporter from the Daily Pilot, receiving a phone call from him
about it, coordinating an interview with Share Our Selves and then seeing the article published a
few days later. I also was able to connect Share Our Selves with Brian Peterson, the Faces of
Santa Ana after I stumbled over him while conducting research.

While we faced roadblocks with Share Our Selves over them not wanting to give us very many
important responsibilities at first, I feel that this was only understandable since they were working
with a student group that they didnt know much about or their abilities as public relations
practitioners. We also experienced some delays with responding to emails when we had sent
them drafts to approve, but in the end SOS was a great nonprofit to work with and I am glad we
had the opportunity to assist their nonprofit with their event.

81
In previous classes, I had always dreaded working in groups as I always found myself paired with
fellow students who did not share my work ethic or simply who left me with all the work to
complete on my own. I was fortunate enough to have a group to work with whom I genuinely
liked and enjoyed working with. Sometimes this does not always translate into the best group
dynamic to actually get work done but I think for the most part with a few exceptions, everyone
worked together to complete tasks and share responsibilities. To be a better team member in
the future, I would try my best to delegate tasks more and to be less controlling in the sense that
I sometimes take on too many responsibilities because that way I know they will get done.
Having more trust in my group members to complete tasks would definitely help in spreading out
tasks more evenly among all members.

URSHITA BHAGAT

Throughout this semester, I learned that time is everything, but there is

never enough of it. No matter how early I started, there will be something
I failed to realize beforehand, which will defer me from meeting my
deadline. The more people you work with, the longer it takes to come to
a decision and the longer it takes to get things done. We should have
foreseen how much time the approval process takes, and planned
accordingly.

Working with a real client gave me great insight on how real-world PR would be. A PR-client
relationship is definitely very 80-20, but the client always has the upper hand. As PR professionals,
we need to learn how to use the resources given to us to best make the needs of the client a
reality. It is a very difficult job, especially with a non-profit organization, but I think its more
rewarding as well.

However, working with Share Our Selves had its own share of difficulties. We were not allowed to
handle social media at all; we were just allowed to pitch ideas to them, a small percentage of
which they used. One of our tools, the Facebook picture campaign, dealt largely with social
media, and not being in control of the amount or timings of postings was a bit detrimental to its
success. We were also not allowed to contact traditional media in the first meeting. However,
the next time we met with them, we asked if we could contact the reporter who had slept out
last year. This they agreed upon, once we had sent them our pitch letter for approval. Through
contacting last years reporter, and following up with him, we were able to secure two

82
traditional media articles. They may not have trusted us much, which is understandable.
However, since we were told that Share Our Selves would handle traditional media and not to
contact other outlets on our own, we were not able to secure more coverage of the event.

Moreover, our main way of evaluating the success of our PR plan was to ask participants at the
event how they had heard about the Sleep Out on Superior. This would have helped us
tremendously in knowing what of our tactics worked and what did not. It also would have
helped future teams. However, despite receiving prior approval, we were not allowed to carry
out this step of evaluation.

Despite the challenges, service learning was a great experience to think outside of the box. It
was also extremely heartwarming listening to and meeting real people who Share Our Selves has
helped. It was great seeing so many people come out to support such a worthy cause. Since we
did not have a budget to spend on our plan, we quickly realized that there was not much point
in changing a persons behavior; we could only approach those who already sought to give to
others and volunteer their resources and time. And it was great to see that many people were
willing to do so. It was also a great hands-on experience in dealing with real-world clients.

MARIA PAZ

This semester taught me the wonders of PR as well as the horrors of it. From
restless nights to days filled with great ideas, it definitely ended as the
biggest learning experience in my educational career. As much as I
questioned my choices in picking this career, I was also reassured of how
much I love PR. The portfolio alone allowed me to see how much work
I've actually done and what I have to offer as an intern or beginning
employee. The small in-class projects that demonstrated past PR tactics
were an immense help to executing personal campaign ideas.

Medieval Times was probably the most difficult of all tasks. It was complicated to agree on just a
few ideas with so many great ones being suggested. With all things involved, we did a great job
in communicating and working hard independently when we couldnt be in groups. We
believed in our plan and in each other. As I must admit, we were all discouraged after exiting
our first project and getting a horrible grade on it. For some of us, it was our first C, for others, the
first real disappointment. However, this project strengthened us all to prepare for the rejections
of the PR world. When we thought it was over for us, we picked ourselves back up and returned

83
in full force.
The Service Learning Project was an eye-opening experience; not only because of the projects
mission but because of the great insight. It was a very enjoyable experience; however, a lot
could have been done better. One of the biggest difficulties we faced was not having control
over certain aspects of the project. For example: social media, contacting certain outlets, and
as well, certain figures. The most crucial tasks for success depended on how much social media
we presented to our audience. Unfortunately, because we didn't have control over the social
media, we didn't get to promote outside of our immediate circles until two weeks before the
event. The event itself had restrictions. Our primary form of evaluation was shot down when one
of our clients denied our sign-in check-ins, after having had prior approval. In the end, being
thanked by the head staff for our hard work and contribution was very rewarding. Doubling our
expectations and seeing the face of happy children made every struggle worthwhile!

Throughout most of our class projects I worked on social media, graphic designs, a couple of
pitches and reaching out to traditional outlets. I always reviewed the work of others to assure I
didn't miss the knowledge another section of the project could feed. Which leads to our group.
Through all the semesters leading up to this class, everyone warned me of the horrors my group
would bring. I was extremely happy to enter the class expecting the worst and receiving the
best! This was by far the best, easiest group to work with, ever! Everyone did their parts and if
they were unsure of a task they made sure to ask. We all contributed to each other and did our
best to help one another when time constraints were faced. It was a pleasure having this
amazing group and I only wish for other groups to have this joyful experience.

KIM CHAN

This course undoubtedly gives a real-life, unique, hands-on experience

that offers you a glimpse into the industry and world of public relations.
From the agency competition with Medieval Times to this final service
learning project with nonprofit organization, Share Our Selves, every bit of
skill and knowledge I have acquired throughout the past four years in
communications and public relations courses was finally put to the test in
my final semester at Cal State Fullerton. Though demanding, time-
consuming, and intimidating, it was rewarding to see the efforts of my
teams hard work come to sight in actual proposals and events, with professional clients in our
community.

84
Working with Share Our Selves as our official service learning client was rewarding for the sake of
acquiring real life PR experience; however, there were certainly drawbacks in my teams
experience. As professional, diligent, and proactive as my team proved to be, I feel there was
an underlying feeling of lack of trust from the experts at Share Our Selves that we worked with.
For example, we were not given access to their social media accounts which is something we
wanted and needed in order to promote the Sleep Out on Superior event effectively and
efficiently. The social media campaign that we created with original hashtags was not put to full
use, and I think that that was a bit disheartening since we felt that it was creative and impactful
for Share Our Selves to disseminate to the public and their audience. Granted, since we are not
actual paid PR professionals ourselves, I fully understand that they would not give us the full
reigns on their event, and it would be naive to expect that of them.

Therefore, communication is key. Communication with one another in a team is key, and
communication with the client is key. In fact, I came to realize that it is best to over-
communicate than to assume or tolerate ambiguity. No other course I have taken at CSUF has
made me actualize this than this class. Luckily, I was fortunate to have been in a stellar,
proactive, diligent group of women who endured this semester with finesse and outstanding
work ethic. There were times throughout this semester in which I felt overwhelmed, intimidated,
and distracted, but being surrounded by my hard-working teammates kept me accountable
and focused on the tasks at hand. I was forced me to push myself because of how excellent my
team was. Though it may not be in everyones control, being a part of an enjoyable team is
what makes the experience in this course so rewarding and relieving.

SARAH ALUMBAUGH

This semester was, without a doubt, my toughest, most demanding in my

college career. In the beginning of the semester, I felt so confident and so
positive about the entire semester. I was looking for an internship, but only
worked on the weekends (and Id interned part-time and worked part-
time before and gotten straight As), so I was feeling pretty confident. In
addition, I feel like my group and I established a great momentum on our
Medieval Times campaign and that we made really good decisions as a
team, while keeping up with our timeline we created for Medieval Times.
We had good momentum while searching for service learning clients, and I was able to find two
nonprofits that were interested in working with us: Alexs Lemonade and Share Our Selves. I think
the fact that we found service learning organizations that were interested in working with us so

85
soon helped our group morale as well, because we felt ahead of the game.

While working with Medieval Times, I had still not yet found my internship for the semester, so it
was easy to make time for Medieval Times, and while it was a very time consuming, stressful
project, it was still manageable. Although we only had four weeks to work on our campaign, I
think our group morale was pretty high throughout this project. Receiving our grade on the
Medieval Times campaign was definitely difficult because we felt we worked very hard and had
very good ideas. I understand that the plan just would have simply not worked, but I think for me,
this was a bit of a hit to morale. Our group agreed wed move past it and not let it affect our
work.

The service learning project was a great experience to put into practice tools Id learned in
other classes and to further hone my skills that I gained from working with nonprofits and clients
in Titan Public Relations. Last year, as a director of Titan Public Relations, I oversaw and helped
guide the campaign my firm created and implemented for Habitat for Humanity of Orange
County. Our campaign and the challenges of the campaigns differed between my experience
working with Habitat for Humanity of Orange County and Share Our Selves. I think challenges I
encountered during both campaigns and experiences will help my career in public relations
greatly.

It was toward the end of the Medieval Times campaign part of the course that I acquired my
internship at La Voz Marketing, so my personal obligations and responsibilities grew. La Voz has
proved to be an incredibly demanding internship, where I juggle my schedule between four
clients and my boss. As this internship has been the first time Ive ever had the experience of
handling various clients at once and managing my time between them, I struggled throughout
the rest of the semester to manage myself and my responsibilities (my previous agency internship
only gave me experience working with one client, and I had a very light responsibility load).
While this internship is great for the experiences Ive gained and lessons Ive learned it has not
been a great internship to have while taking this capstone course.

The largest key take-away I got from this capstone was to use timelines throughout my own life
for time management. Time management was my largest battle because my boss from my
internship asked a lot of me, and Id made several mistakes in my role because of my poor time
management skills between La Voz Marketing, the capstone course, my other classes and my
job. I usually have a plan mapped out for my classes and schedule before the semester begins

86
that helps me to keep organized; however, since I acquired my internship a month into the
semester, it was hard for me to spend the time to develop a specific plan while school was
going on. I do regret that my group chose me as the Executive Director because, while I started
the semester on a very strong foot, I felt my performance derail through its progression. I feel that
any of the other members would have done a far better job at this role than I did. I think in the
future, that lesson of using a timeline will definitely help my career as a public relations
professional. This class was very difficult, but I learned so much through successes, mistakes and
more.

87
REFERENCES
200 Aid in Sleep-Out in Costa Mesa to Help Support the Homeless. (2015, November 24). Los
Angeles Times. Retrieved from http://www.latimes.com/socal/daily-pilot/news/tn-dpt-
me-1125-sleep-out-20151123-story.html

Cuniff, M. (2014, December 29). Age, income, ethnicity: Latest Census data reveals all facets of
O.C. Retrieved October 15, 2015.

Demographics of Key Social Networking Platforms. (2015, January 9). Retrieved October 15,
2015.

Dreier, Peter. (2004, May/June). Reagans Legacy: Homelessness in America. Retrieved from
http://www.nhi.org/online/issues/135/reagan.html

H&H Week Events 2015 (n.d.). Retrieved October 11, 2015 from
http://nationalhomeless.org/about-us/projects/awareness-week/nhhaw-events-
2015/#California

Hollyman, Helen. (2013, November 27). Volunteering at Thanksgiving Is a Total Waste of Time.
Vice. Retrieved from http://www.vice.com/read/thanksgiving-volunteering-is-a-total-
waste-of-time

Johnson, Toby. (2012, February 8). 6 Ways to Get Busy College Students Involved in
Service. Retrieved from http://tobijohnson.typepad.com/tobisblog/2012/02/6-ways-to-
get-busy-college-students-involved-in-service-.html

Lansner, Jonathan. (2015, April 22). O.C. Wages are 12% Higher than U.S., but Cost of Living is
Pricier, Too. Orange County Register. Retrieved from
http://www.ocregister.com/articles/percent-659106-pay-workers.html

Ruane, M. (2013). Orange County Community Indicators 2013. Retrieved October 17, 2015.

Share Our Selves. (n.d.). Retrieved October 11, 2015, from

http://www.shareourselves.org/about/

The State of Homelessness in America 2015. (2015, April 1). Retrieved from
http://www.endhomelessness.org/library/entry/the-state-of-homelessness-in-america-
2015

Top 5 Reasons Why College Students Should Volunteer. (2013, September 30). Retrieved from
https://everybodywinsny.wordpress.com/2013/09/30/top-5-reasons-why-college-
students-should-volunteer/

Turn Your Community Service Into College Cash. (2011, February 3). U.S. & World News.
Retrieved from http://www.usnews.com/education/blogs/the-scholarship-
coach/2011/02/03/turn-your-community-service-into-college-cash

Volunteering and Civic Life in America 2015 (n.d.). National & Community Service. Retrieved
from https://www.volunteeringinamerica.gov/

88
Witmer, D. F. (2012). Public Relations Management: A Team-Based Approach. Dubuque,
IA:Kendall Hunt Publishing Company.

Zint, Bradley. (2015, November 10). Parking Lot Sleepover Focuses on Needs of Homeless. Los
Angeles Times. Retrieved from http://www.latimes.com/socal/daily-pilot/news/tn-dpt-
me-1111-sleep-out-on-superior-20151110-story.html

HOMELESS STATISTICS
http://www.latimes.com/local/lanow/la-me-ln-orange-county-homeless-20150731-
story.html
http://www.sco-oc.org/our-facts-and-figures/
http://www.familypromiseorangecounty.org/#!homeless-statistics/c19oy

FIRST ANNUAL SLEEP OUT ON SUPERIOR LINKS

http://www.yelp.com/events/costa-mesa-sleep-out-on-superior
http://visitanaheim.org/calendar-of-events/163248/sleep-out-superior-bringing-
awareness-hunger-and-homelessness-oc
http://www.ocfoodies.com/events/sleep-out-on-superio
http://www.orangecoast.com/event/sleep-out-on-superior/
http://foodona.com/costa-mesa-sleep-out-on-superior/19644

SLEEP OUT EVENT CASE STUDY LINKS

http://www.bridgecommunities.org/Sleep-out-Saturday/index.html
http://www.centrepoint.org.uk/sleepout
http://covhou.convio.net/site/TR?fr_id=1542&pg=entry
https://www.edenproject.com/visit/whats-on/sleep-out-homelessness-charity-
fundraising-event
https://sleepoutforhomeless.org/Event_Info.html
https://www.covenanthouse.org/Learn-more-about-Sleep-Out
http://www.covenanthousetoronto.ca/homeless-youth/Sleep-Out-Executive-Edition
http://www.covenanthousefl.org/special-events
http://www.sleep-out.org.uk/locations
http://www.youthlinkmn.org/sleepout/night-hope-executive-sleep/
http://www.reggiessleepout.org/sleepout-information/event-information/
http://www.rocktrust.org/index.php/events/event-list-view/sleep-out/sleep-challenge-
2015/
http://www.llamau.org.uk/sleep-out/
https://www.bigissue.org.uk/event/big-sleep-out-london
https://www.bridgecommunities.org/News-events/Sleep-Out-Saturday-Surpasses-Goal-
Changes-Lives0.html
http://www.ssj.org.uk/sleep-out/
http://www.waypointservices.org/content/Events/Sleep-Out-for-the-Homeless.aspx
http://www.rock-hitf.org/wp/sleep-out-to-end-homelessness
http://www.spectrumvt.org/events/spectrum-student-sleep-out/
http://www.frameworkha.org/supportus/events/805_frameworks_big_sleep_out_2013
https://www.facebook.com/events/1557234824524960/
http://ouab.osu.edu/events.aspx/2015/9/18/44689/phi-beta-sigma-fraternity-inc-sleep-
out-fo-the-homeless-event?d=11
https://www.mycause.com.au/events/homelessforanight
http://unitedwaygaston.org/sleepout/
https://philanthropy.com/article/Sidewalk-Sleep-Outs-Connect/152169
89
 http://www.theguardian.com/housing-network/2013/nov/07/homeless-charity-sleepout-
still-valuable
http://www.wdsu.com/news/local-news/new-orleans/hundreds-sleep-out-to-support-
new orleans-homeless-and-atrisk-youth/29859880
https://www.ceosleepout.org.au/
http://www.dailytarheel.com/article/2014/12/fraternity-hosts-sleep-in-event-to-support-
homeless
http://www.baltimoresun.com/news/maryland/baltimore-county/towson/ph-tt-sleep-
out-homeless-20121029-story.html
http://www.missionchange.com/sleep-out/

http://www.diamondbackonline.com/news/umd-students-sleep-out-on-mckeldin-mall-
to-raise-awareness/article_8602d67a-f75c-11e4-ac59-37c0c4ac1d90.html
http://buffstaterecord.com/3327/news/nypirg-facilitates-sleep-out-in-support-of-
homeless-veterans/
https://www.unitedwaytriangle.org/event/ceo-sleep-out-raleigh/
http://www.dailyherald.com/article/20141029/news/141028172/
http://www.rmlifechanging.org/event/syracuse-sleep-out/
http://broadwayblack.com/broadway-actors-will-sleep-homeless-youths/

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APPENDIX A:

Organization/Entity Type of Media Circulation Contact Name

Online Bloggers
Orange County Catholic Blog/Website
Costa Mesa Brief Video Blogger from last year
Tiny Oranges Blog Jennifer Scheumann
Diary of a Mad Hungry
Woman Food Anita Lau
Living in Style OC Lifestyle/Fashion Alyssa Battaglia
That's Chic Lifestyle/Fashion Rachel Nguyen
Sophie Mae Style lifestyle/Fashion Sophie Mae
Feast.Fashion.Faves Lifestyle/Fashion Amanda Nguyen
Christian Blessings Religion
OC Mom Blog Community Shelby Barone
The Girl's Guide to
Homelessness Blog/author Lathea William
The Huffington Post Blog Online Publication Joel John Roberts
Newspapers/Magazines
Jessica Kwong,
OC Register Newspaper 250,724 Reporter
OC Weekly Online News 50,759 Kristine Hoang
Sub paper of the Los Angeles Times-
Daily Pilot/Los Angeles specifically Irvine and Costa Mesa
Times news 653,868 Bradley Zint
Long Beach Press-
Telegram daily 75,850 Greg Yee
LA Times (covered last
year) Newspaper 615,000 Teresa Watanabe
Jason Kosky, OC
Local E Magazine Online Publication N/A Marketing Manager
Webpage/Online
Calendars
Visit Anaheim City Website
City of Costa Mesa City Website
Orange County County Website
Jim Walters,
Orange Coast Magazine Online Magazine Managing Editor

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APPENDIX B:

Organization/Entity Location Contact Name Phone

Mariners Church- College
Group Newport Beach Conrad Wozniak
Mariners Church- Beckman
Highschool Group HS/Surrounding David Beavis
Mariners Church-
Highschool Group CDM HS/Surrounding Drew Tilton & Kyle Harwick
Mariners Church-
Highschool Group Irvine HS/Surrounding Rob Tsuruya
Mariners Church- Newort
Highschool Group Habor/Surrounding Wes Tameifuna
Mariners Church- Northwood
Highschool Group HS/Surrounding Parker Johnston
Mariners Church-
Highschool Group University/Surrounding Steve Yu
Mariners Church-
Highschool Group Woodbridge/Surrounding Courtnie Dowdy

Aaron Ophaug JoAnna

Friends Church- College Dias Julie Jackman Kevin 714-777-2875 x
Group Yorba Linda Livermore 7361
714-777-2875 x
Friends Church- Highschool 7322 714-777-2875
Group Yorba Linda Trevor Hults AJ Dean x 7325

Rock Harbor- College Group Costa Mesa Jeff Bachman 714-384-0914 x157
Rock Harbor- Highschool
Group Costa Mesa Jeff Bachman
Rock Harbor- College Group Mission Viejo Brian Hill
Rock Harbor- Highschool
Group Mission Viejo Brian Hill
Rock Harbor- College Group Fullerton Jamesdon Kissling
Rock Harbor- Highschool
Group Fullerton Rich Ramirez
Rock Harbor- College Group Huntington Beach Chris
Rock Harbor- Highschool
Group Huntington Beach Chris
Rock Harbor- College Group Orange Nick Kinnier
Rock Harbor- Highschool
Group Orange Nick Kinnier

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APPENDIX C:

Organization/Entity Type of Club Contact Name

Circle K, Intl. Service club Helen Nguyen
Food Riders Club Collect food donations Carl Morgan
Helping Hearts 4 the Homeless Club Service club Tatiana
Help Everyone to Live Positively (
HELP) Club Ashley Quinn
Christian Students Jeremy
Latter Day Saint Student Association
Club Victoria
Vietnamese Catholic Student
Association Trieu
InterVarsity Christian Fellowship Club Afton
Spirit of Ability Club Jeff

CRU @ Chapman
Chapman Oxfam Club Genevieve Vacherot

Lions Club
Net Impact
Rotoract Club Nikita Soni
Sociology Club
Christians on Campus Zoe Zhang
Circle K Rochelle Salvador
Delight Krista Hengesh
Disciples on Campus Stephanie Caress
ETC College Ministry Phil Chen
Young Life Mike McEvoy
Rotaract club of Chapman University Jamie McCain
Newman Catholic Fellowship Sofia Seikaly
Movement Exchange Loren Sexton
Latter Day Saint Student Association Larissa Price
InterVarsity Christian Fellowship Emily Maples
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I AM THAT GIRL: Chapman University Kayla Topp & Lindsay Robb

Alpha Chi Omega Sorority Megan Behrens

Alpha Delta Pi Sorority Tasia Moore
Alpha Kappa Delta Sorority Elizabeth Sanchez

Alpha Omega Religious Club Jenny Yeung

Alpha Phi Omega Fraternity Jason Brieva
Army ROTC Alpha Lamba ROTC Mario Quintanilla
Black Student Union Club Shakeyla Mitchell
Cal State Fullerton Lions Club Service Club Juan Gonzalez
Chi Sigma Iota, Kappa Omega Chapter Jonathan Lucero
Non-demoninational christian
Christian Students club Bree Wells
Circle K Intermational Service Organization Judy Nguyen
Community Service Inter-Club Council Sandy Cheung
Cru Religious Club Lydia Wang
Delta Sigma Pi Professional Fraternity Ryan Tamashiro
Delta Sigma Theta Sorority Sorority Tamika Jones
Delta Zeta Sorority Sorority Aubrey Bollinger
Destino Religious Club Arnoldo Jaquez
Divine Servants Bible Study Organization Chimezie Mbanu
Encounter Faith-Based Gin Liu
Epic Movement Cru Ministry Mitchell Loo
ETC College Fellowship Religious Club Julie Yun
Freshman Student Association Tatiana Perez
Graduate Counseling Student
Association Stephanie Reznicek
HPA of CSUF 501c3 nonprofit Michelle Hickethier
Hermanos Unios de CSUF Edwin Del Cid
InterVarsity Christian Fellowship Religious Club Kelli Bock
Kappa Pi International Honarary Art Frat Fraternity Bich-Tram Le
Korea Campus Crusade for Christ Campus ministry ? Samuel Moon
Lambda Theta Alpha Sorority Gabriela Vazquez

94
LIGHT Ministries Campus Ministry? Felicia Huang
Newman Catholic Club Religious Club Candice Punzalan
Now & Forever Religious Club Emilio Rubalcava
Phi Kappa Tau Fraternity Fraternity Ryan Valasek
Rock Group @ CSUF Religious Club Meena Janbahan
SOS - Soul'd Out Students Religious Club Angelica Figueroa
Sigma Delta Alpha Fraternity
Incorporated Fraternity Michael Madrid
Sigma Gamma Rho Sorority, Inc. Sorority Monique Muldrew-Mason
Sigma Kappa Sorority Sanni Mayanja
Sigma Nu Fraternity Fraternity Jonathan Hightower
The Coptic Orthodox Christians Club Religious Club Andrew Hanalla
UNICEF Service Club Jane Lee

Black Student Union Jenelle Griffin

Every Life Matters Samantha Leanza
Giving University - Club GU! Christian Rowe
Healthcare Leadership Club Jeffrey Kimbrough

Young Life USC Ben Chambers

Advisor
Christian Club Bud Benneman
Stephanie Bridges, Juliann Power,
Circle K Club Michelle Neal

EOPS/CARE/Former Foster Youth Club Michelle Sambrano, Lorena Perez

PUENTE Club Nancy Fong

Vietnamese Catholic Student Association Julie Nguyen

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APPENDIX D:

___________________________________________________________________________
Subject: Sleep Out on Superior Community Service Event
To [Name/Whom It May Concern],

My name is [NAME], and I am a part of the Cal State Fullerton student-run agency, Kaleidoscope
PR. We are reaching out to you and your organization on behalf of Share Our Selves, a local
nonprofit organization in Costa Mesa. We can see that your organization deeply values giving
back and serving the community, as do we. We invite you to participate in the Sleep Out on
Superior event, joining a larger local and national movement that encourages us to remember
and assist those who have less to be thankful for, especially around the holidays.

On Friday, November 20 - Saturday, November 21, 2015, Share Our Selves will be holding the 2nd
annual Sleep Out on Superior, an all-night program and sleep out to bring awareness to the
issues of hunger and homelessness in Orange County. Aside from sleeping out in solidarity,
attendees will also have the opportunity to assemble food bags and hygiene kits, listen to
speakers and view a documentary screening, among other activities. This event is a part of
National Hunger and Homelessness Awareness Week, which takes place annually the week
before Thanksgiving.

By joining us at Sleep Out on Superior, you can help us raise awareness of these issues that affect
so many of our neighbors, and together we can make our community safer, healthier and
happier for all. Homelessness is a local problem, and we need to have a local solution. We hope
that you will give thanks this year by swapping your bed for a sleeping bag. I have attached the
fact sheet and event flier for more information on this unique event. Please feel free to contact
me directly at [PHONE NUMBER] or via email at KaleidoscopePRAgency@gmail.com with any
questions or for further information.

Thank you for your time, and I look forward to hearing from you soon.

Regards,

[NAME]

Attachments:
SOS Sleep Out on Superior Fact Sheet
SOS Sleep Out on Superior Event Flyer
__________________________________________________________________________
About Share Our Selves:

As leaders in the community, Share Our Selves (SOS) has provided care and assistance to our
most vulnerable populations in Orange County since 1970. With our finger on the pulse of the
ever-changing landscape of OC healthcare and human services we are focused on
transformational care finding new solutions for the issues our clients face and creating ways to
serve an even broader population. With service centers in four locations, we specialize in
providing personalized care for the community. Our experience and innovative solutions, paired
with our wide-ranging services, allow us to address the systemic nature of poverty from many
angles, upholding our clients basic human rights through transformational care and fighting for
the dignity all members of our community deserve.

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APPENDIX E:

97
APPENDIX F:

98
APPENDIX G:

Dear [Name/Whom It May Concern],

Your recent article [something pertaining to hunger, homelessness, service work, volunteering]
really shed light on the issue at hand. The way you depicted [issue] made the reader feel a
sense of urgency to act.

Continuing with the theme of [issue], on Friday, November 20 - Saturday, November 21, 2015,
Share Our Selves will be holding its 2nd annual Sleep Out on Superior event, an all-night sleep out
to bring awareness to the issues of hunger and homelessness in Orange County. This event would
make an interesting subject for your next story in [name of publication]. Aside from sleeping out
in solidarity, attendees will also have the opportunity to assemble food bags and hygiene kits,
listen to speakers and view a documentary screening, among other activities. This event is held
as part of National Hunger and Homelessness Awareness Week, which takes place annually the
week before Thanksgiving.

We would like to invite you to participate in our Sleep Out on Superior event. By joining a larger
local and national movement, you will be able to give your readers a first-hand experience of
what it is like to assist those who have less to be thankful for, especially at this this time of year.
You can help us bring awareness to the issues of hunger and homelessness in Orange County,
and together we can make our community safer, healthier and happier for all.

I will call you later this week to see if you have any questions or if I may be of any further
assistance for a possible story on Share Our Selves Sleep Out on Superior. In the meantime,
please feel free to contact me directly at [PHONE NUMBER] or via email at
KaleidoscopePRAgency@gmail.com. Thank you for your time and consideration.

Regards,

[NAME]

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APPENDIX H:

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APPENDIX I:

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APPENDIX J:

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APPENDIX K:

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APPENDIX L:

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APPENDIX M:

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APPENDIX N:

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APPENDIX O:

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APPENDIX P:

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APPENDIX Q:

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APPENDIX R:

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APPENDIX S:

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APPENDIX T:

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APPENDIX U:

113
APPENDIX V:

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APPENDIX W:

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APPENDIX X:

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