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CLARA CONSULTING

CLARA CONSULTING Revitalizing the Online Presence of Live Oak Adult Day Services P repared for: C

Revitalizing the Online Presence of Live Oak Adult Day Services

P

repared

for:

C olleen

H u dg en , E

xec u tive D irector

 

P

repared

by:

Arian a G abrielson ,

J oseph in e

H u lbu rd

S c hu ltz, L ee

 

J a n sen , A lyssa

N ew m a n , E ric

O ’H a g a n

C lara C onsulting

 

E l C am in o R eal S anta

C lara, 950 50

 

50 0 J u n e

7, 20 18

 

P roposal N u m ber: 568 - 893

CLARA CONSULTING

May 1, 2018

Colleen Hudgen Executive Director 1147 Minnesota Ave. San Jose, CA 95125

Dear Ms. Hudgen:

Thank you for allowing us the opportunity to help ensure that Live Oak Adult Day Services will remain a pillar of the senior community for many years to come. We are happy to present the following proposal to revitalize Live Oak’s online public presence in order to reach a broader fundraising community.

It is clear to anyone who has visited Live Oak’s locations that the services provided there are invaluable to both seniors and their caregivers. However, Live Oak is heavily dependent upon donations to maintain operations and reaching individuals willing to give has proven to be a serious challenge.

Our proposal details how we intend to apply our team’s skills to the issue of resolving Live Oak’s difficulties finding donors and meeting financial goals. Col lectively, our team has a broad set of skills encompassing everything from social media marketing to video production. We believe the best way for Live Oak to meet its financial needs is to broaden the reach and improve the persuasive effectiveness of itsonline presence on social media sites like Facebook.

Thank you again for the opportunity to apply our efforts on the behalf of Live Oak. We are all confident that our plan of action will result in a significant improvement in the organization’s financial position. We would be happy to discuss any part of the following proposal with you. If you have any questions, please contact our outreach coordinator, Alyssa Newman, at anewman@scu.edu.

Sincerely,

Ariana Gabrielson

Josephine Hulburd Schultz

Lee Jansen

Alyssa Newman

Eric O’Hagan

CLARA CONSULTING

Table of Contents

Executive Summary

1

Introduction to the Need

2

Project Rationale

4

Deliverables

8

Cost Analysis

9

Delivery Schedule

10

Project Success Metrics

11

Staffing

12

Discussion

15

Appendix A: Resumes

18

Appendix B: Deliverables Sample

23

Appendix C: Deliverable 4 Facebook Posts

26

Appendix D: Deliverable Promotional Flyer

31

Appendix E: Deliverable Media

Library

32

Appendix F: Deliverable Promotional Video

34

Appendix G: Works Cited

35

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CLARA CONSULTING

EXECUTIVE SUMMARY

Purpose & Goals

Our consulting efforts will be focused on improving and maintaining Live Oak Adult Day Services’

funding channels to increase donations by at least $12,000 per year. $12,000 is a 10% increase in

individual contributions funds. Clara Consulting seeks to provide tools to address Live Oak’s

funding difficulties by increasing and improving online engagements with potential donors. Our

consulting team has the knowledge, passion, and skills to achieve these goals for Live Oak.

The Issue

- Funding

As wages, rent, and other expenses in the Bay Area rise, Live Oak’s expenses have increased as

well. Because Live Oak maintains a 1:5 client to staff ratio, wages areive L Oak’s greatest expense.

Donations provide the most vital portion of Live Oak’s funding and are therefore immensely

important to the organization’s ability to remain operating. In order to cover the cost of

maintaining their current quality of service , Live Oak must be able to increase funding from

donations. In the past, Live Oak had to close one facility because of lack of funding; our efforts will

prevent this from happening again.

The Solution

- Community

In this proposal, our consulting group has outlined ways to address the problem Live Oak faces.

Clara Consulting will produce a professional- quality promotional video with the goal of creating

a visually appealing way potential donors can become informed of Live Oak’s mission and needs.

Our team has the necessary skills to produce such a video and we believe it will prove to be a cost

-

effective way to get the public’s attention. The video can be shared on multiple online platforms

for many years and will link the viewer to Live Oak’s donation web page.

Additionally, improving Live Oak’s current Facebook presence will increase community

engagement and promote donations. Clara Consulting will create a posting guide that will help

Live Oak regularly update its Facebook page, create event campaigns,

and ask for donations.

Social media is an effective way of getting the public’s attention. Through the distribution of flyers,

we will urge Live Oak’s community of employees, caregivers, and clients to like their page, share

posts and videos, and write positive reviews and testimonials. Live Oak’s Facebook will be another

way to inform the public of Live Oak’s services and financial needs.

Recommendations

To ensure the future success of Live Oak, we urge Live Oak to allow Clara Consulting to

implement th is proposed plan of action in the next month. Sharing our promotional video online,

updating Live Oak’s Facebook page, and distributing flyers that reiterate these strategies, will be

necessary to reach the goal of a $12,000 increase in donations every yea

r.

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CLARA CONSULTING

INTRODUCTION TO THE NEED

About - Live Oak Senior Day Services

Live Oak Adult Day Services is a nonprofit, community service agency that provides day care for

seniors who are dependent on their family caregivers. Live Oak offers emotional, social, spi

ritual,

physical, and mental support through recreational activities that are designed to stimulate the

senior’s minds and bodies. Live Oak is a loving and safe environment for its clients. While the

seniors are at Live Oak, their family caregivers can goto work and resume their daily lives knowing

their elderly loved ones are being cared for. Live Oak has four locations in the Santa Clara County

(Live Oak, 2018).

Population & Poverty

2 CLARA CONSULTING INTRODUCTION TO THE NEED About - Live Oak Senior Day Services Live Oak

According to the United States

Census Bureau’s 2017 estimates,

12.8% of Santa Clara County’s

residents are 65 or older which is

approximately 250,000 people (U.S.

Census Bureau Census, 2017). Of

those 250,000 people, those that are

dependent and going without reliable

services are subject to neglect.

Additionally, the Census Bureau’s

2016 “Supplemental Poverty

Measure” reports that

“ 14.5% of individuals 65 and older live

aged below the

Pictured: Compared to adults 18 to 64, individual 65 years and over have the highest poverty rates

65

poverty line. ”

Poverty rates are highest for those

and older and rates triple for

African Americans and Hispanics

(U.S. Census Bureau, 2016).

Many of Live Oak’s clients come from low income households who cannot afford full time assisted

living facilities or a nursing home. Unfortunately, Live Oak recently had to close one facility in

Downtown San Jose. According to Live Oak’s Executive Director

, Colleen Hudgen, most clients

from Downtown San Jose did not relocate to a different Live Oak location due to inconvenience

and cost. They now do not have access to Live Oak’s services and have gone back to their family as

their primary caregivers. Seniors with busy caregivers do not get the care they need; when a

caregiver is at work or running errands, the dependent senior is at risk of falling, forgetting to take

their medication, or not eating. Live Oak’s service helps prevents these issues but Live k’s

Oa reach

is constrained by their financial needs.

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CLARA CONSULTING

Wages & Real Estate

Live Oaks greatest expenses is wages. Live Oak’s Statement of Fundamental Expenses for 2013

reports $720,034 in salary and wage expenses (Live Oak Adult Day Services, 2013). Livek’s

Oa

labor cost are essential to operate and provide safe and quality service, but wage costs must be

covered by financial resources.

3 CLARA CONSULTING Wages & Real Estate Live Oaks greatest expenses is wages. Live Oak’s Statement

According to San Francisco Center for

Economic Development,“The Bay

Area real estate prices have risen substantially since 2011”

(San Francisco Center for Economic

Development, 2017). This fact has taken a

toll on Live Oak and is partially

responsible for the closing of their San

Jose location. Live Oak’s fundraising must

match the rising cost of facilities in order

to thr ive in the Bay Area.

Pictured: The average asking rate for real estate rentals in the Bay Area has risen substantially since 2011.

Live Oak’s Needs

Live Oak uses a “Sliding Fee Scale” that determines the client’s daily fees based on monthly family

in come. Fees from clients only cover one-third of the cost of Live Oak’s services (Live Oak, 2016).

The rest of the organization’s funding comes from individual donations, government and

corporate grants, and more.

3 CLARA CONSULTING Wages & Real Estate Live Oaks greatest expenses is wages. Live Oak’s Statement

The picture can't be displayed.

Unfortunately, their financial

resources do not adequately cover

Live Oak’s cost to operate.

In order to serve the seniors in

need of Live Oak’s services, Live

Oak must increase its funding

through donations. Our consulting

group, Clara Consulting, wishes to

address this issue by increasing

community engagement online.

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CLARA CONSULTING

RATIONALE

Proposed Course of Action

With the goal of improving Live Oak’s financial position through increasing clients’ and donors’

access to the organization online, our team intends to overhaul Live Oak’s Facebook page with

new content and an effective marketing strategy that will drive engagement and promote

donations. In order to accomplish this we intend will:

Review and optimize Live Oak’s current Facebook pages and strategy for managing them

Create a new and effective marketing strategy concerning the use of Live Oak’s Facebook

page with template posts

Create physical flyers promoting Live Oak’s Facebook page and encouraging people to like

their page, share posts and videos, and write positive reviews and testimonials

Create a professional - quality promotional video to promote Live Oak’s mission and

services online.

Problems We Aim to Resolve

Live Oak currently faces difficulties raising funds through individual donations. They are heavily

depe ndent upon donations yet their current donation rate was not enough to prevent the closure

of one Live Oak location. M ore Live Oak locations will have to close in the near future if the

organization cannot find new donors willing to give larger amounts of money.

Live Oak already has staff responsible for speaking with important donors; we do not intend to

replace them or duplicate their role. Instead we intend to solve Live Oak’s problem by addressing

an issue our team understands deeply and has experience managing. Live Oak’s current online

presence, while relatively sufficient a decade ago, is not as effective today at steering clients

and, more importantly, donors toward Live Oak as it could be.

Live Oak’s Facebook page could be used as an invaluable channel through which clients and

donors interact with the organization. Today management of this Facebook presence is not being

given the amount of attention our team believes it warrants. Thus, we propose to solve the issue of

Live Oak’s neglected online presence particularly on Facebook so it can more effectively steer

clients and donors toward Live Oak.

How Our Plan Will Benefit Live Oak

W e are confident in our ability to revitalize Live Oak’s online presence. With this proposal’s

suggestions in place, prospective clients and donors who are unaware of Live Oak will be able to

far more easily learn about the great quality and value that Live Oak provides to entire

communities . Clients and donors will have access to more content about Live Oak online and

encouraged to donate. B y revitalizing Live Oak’s online presence and reaching more clients and

more donors, Live Oak will have to opportunity to become more financially stable through

increased donations, and the risk of having to close more locations will be greatly diminished .

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CLARA CONSULTING

Details of the Plan

Optimising Live Oak’s presence on Facebook for maximum engagement will involve a

comprehensive review of their current Facebook page and use of social media. Currently, several

aspects of Live Oak’s main Facebook page are either outdated or not engaging. There are large

time gaps between posts, with some periods of time having many posts before a sudden drought.

There are also individual Facebook pages for each Live Oak location that are not clearly connected

to the main Live Oak Facebook page that is directly linked with Live Oak’s website. Each of these

issues will need to be analyzed and addressed.

Our team intends to create a few key new pieces of content ourselves for Live Oak’s profile,

including an engaging and expressive new profile picture to replace Live Oak’s current one on

Facebook. In order to maintain engagement rates on Live Oak’s page, content will have to be

posted regularly. To address this, we will produce several Facebook posts for Live Oakhat t may

also be used as examples for posts in the future.

We will provide the management of Live Oak with a guide containing template posts that will

allow staff to effectively utilize their Facebook page to reach as many people as possible. Live

Oak’s staff of employees and volunteers will be able to easily digest the information in this guide,

which will help them translate the activities they already do as part of Live Oak’s service into

effective social media posts.

We will also produce physical flyers that, with persuasive language and visuals, will urge Live

Oak’s community of employees, caregivers, and clients, to like their page, share posts and videos,

and write positive reviews and testimonials. These flyers will be color printed half -page paper

handouts given to clients and visitors. Live Oak staff will be informed of the plan to use these

flyers to promote the organization’s social media presence and encouraged to disperse them

among clients and visitors.

A very important part of our plan is t he production of a professional quality video that can be

used by Live Oak immediately and for years to come as an effective tool for communicating the

organization’s mission and services offered. Video is an ideal medium for conveying an important

short message. Human brains, though easily taught to read, are naturally geared toward

consuming and retaining visual information. Furthermore, there aspects of video content that

cannot easily be reproduced by a page of text or even a flyer with vibrant photos.

These shots within the video will serve two primary purposes, to entertain while a voice- over

elaborates on Live Oak’s mission and services, and to explain, visually, what it is like to be at a Live

Oak day center. Both of these primary purposes, to entertain and to explain, are accomplished in

video to a degree that text or pictures on a website or physical media could not easily match.

Entertainment could fairly easily be disregarded as necessary for a primarily informational

promotional video. Indeed, the promotional video will not be a comedy piece. It will, however,

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CLARA CONSULTING

engage the viewer for the entirety of the duration of the video with vibrant and interesting

shots of the facility at Willow Glen and the activities seniors and the staff and volunteers

partake in during the day .

The promotional video we intend to create will prove to be an invaluable tool for Live Oak to use

on its Facebook page and website, and as an engaging introduction of what their organization is to

clients and donors alike.Our te am envisions the promotional video not only as a one- off

temporary boost to Live Oak’s Facebook page, but as a primary method for persuasively

conveying information about their organization . So long as drastic changes are not made to the

organization’s mission or services provided, Live Oak will be able to use this promotional video for

many years.

Because of the importance of the promotional video to our proposed plan to revitalize Live Oak’s

online presence, we have already committed to several plannedisits

v

to the Willow Glen location

in order to film the shots and interviews that will make up the bulk of the video. Our team will split

into small groups over at least two days to handle filming, and then our video production specialist

will spend several days in the editing process, aided by input from the entire team, to create a

finished product that effectively and in an entertaining and engaging way conveys the information

necessary to open up clients to the idea of utilizing Live Oak’s services andonors

d

to the idea of

supporting Live Oak’s mission.

Alternatives to This Project & Risks

Our team considered other ways to try to help Live Oak. W e considered becoming advocates of

Live Oak and devoting our time to a campaign to reach prospective donors ourselves and try to

persuade them to give. W e considered becoming event planners and organizing a fundraising

event. M any of the plans we considered but did not pursue duplicated the role of Live Oak staff or

an activity the organization already does. Clara Consulting’s plan of action combines the strengths

of our team with the needs of Live Oa k.

A strength of our plan compared to others is the total lack of financial risk. Some aspects of our

plan would be costly if it were not for the resources our team has access to for free. W e are

prepared to devote our time as a team, but Live Oak, because of its precarious financial position, is

not prepared to devote a significant amount of money to fund a more expensive plan. If we were to

accomplish the goals we’ve set in this proposal and absolutely nothing positive came of it for Live

Oak, at the ve ry least, they will have wasted exactly zero dollars and very little employee time.

H owever, because all of the value to Live Oak from this plan is derived from our team’s labor,

there is some risk that Live Oak could see their end product from us be nega tively affected by one

or more of our members being unable to fulfil their duties to their fullest. Some of our team

members have highly specialized skills that our other members do not share and the quality of our

work would be greatly diminished if, for example, our finance specialist were to have to take over

the duties of our video specialist or vice versa.

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CLARA CONSULTING

Our Team’s Fitness to Accomplish This Plan

Nevertheless, our entire team wholeheartedly believes that we are best suited to accomplish

the goals set out in this proposal . Our team members have overlapping general skill sets as

business students as well as more specialized attributes that will contribute to the

accomplishment of this proposal plan.

We all have extensive experience managing social edia

m

accounts, both personal and

professional, which we will put to use in reviewing and optimising Live Oak’s Facebook page. All of

our team members have a robust understanding of the principles of marketing, accounting,

finance, and management, and we have individually specialized in specific aspects of business such

as marketing or finance, giving our team collectively a very deep understanding of the concepts at

play in creating a plan such as this.

All of Clara Consulting’s team’s skills and relationships will be actively leveraged to create the best

possible content for Live Oak with a deep understanding of the organization’s credo, culture, and

inner workings. For even more information on how each of our team members is individually

contributing to t he accomplishment of this proposal plan, see the staffing section of this

document.

Clara Consulting is looking forward to implementing this plan as soon as possible to revitalize

Live Oak’s online presence.

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CLARA CONSULTING

DELIVERABLES

Business Deliverables

Item

Business Deliverable #1

Promotional Video of Live Oak Adult Day Center

  • 1. Activities: art, music, exercise

  • 2. Interview of Colleen

  • 3. Interviews of employees

  • 4. Interviews of clients

Business Deliverable #2

Final Edit of Live Oak Adult Day Center Promotional Video

Business Deliverable #3

A Cleansed Facebook Page

Business Deliverable #4

Templates of Four Different Types of Posts:

  • 1. Testimonials

  • 2. Senior Spotlights

  • 3. Regular activity posts

  • 4. Fundraiser posts

Business Deliverable #5

Examples of Four Different Types of Posts:

  • 1. Testimonials

  • 2. Senior Spotlights

  • 3. Regular activity posts

  • 4. Fundraiser posts

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CLARA CONSULTING

COST ANALYSIS

Live Oak Cost Analysis for 2018

 

Costs

Revenue

     

Cost Category

Promotional Video

$

(137.00)

$

10,000.00

Flyers

$

(4.00)

$

2,000.00

Volunteer Labor

$

(4,800.00)

$

-

Total

$

(4,941.00)

$

12,000.00

Note on Projected Costs:

  • 1. Cost valuations for the promotional video include the cost to rent a high- quality camera for seven days from a rental site as well as the cost of one month of Adobe Premiere for editing purposes.

  • 2. The promotional video can be featured prominently on the Live Oak website and Facebook page, as well as in emails and other requests for donations and grants. An improved video will be instrumental in bringing in an extra $10,000 in individual contributions and corporate and foundation grants.

  • 3. 100 flyers will be printed, each sized at half a page, to promote Live Oak’s social media presence. Printing 50 pages in black and white colors costs $4. The increased social media presence from these flyers will increase individual contributions by a projected $2,000.

  • 4. Clara Consulting values time at $15 per hour, and an estimated eight hours per week will be spent on this project by each of the 5 team members. For a period of eight weeks, the total value of labor comes to $4,800.

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CLARA CONSULTING

DELIVERABLES SCHEDULE

Item

Dates of Work

Primary Person Responsible

Videography on Site

May 4 th – May 9th

All, Eric O’Hagan

Edited & Finalized Video

May 4 th - May 9th

Eric O’Hagan, Lee Jansen

Cleanse Facebook

May 14 th -May 16 th

Ariana Gabrielson

Template Four Different Types of Posts

May 17th- May 23rd

Josephine Hulburd Schultz

Create Four Different Types of Example Posts

May 23rd- May 25th

Alyssa Newman

Prepare All Documents and Present to Live Oak Adult Day Center

May 26th- May 30th

All

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CLARA CONSULTING

Success Metrics

The main methods that the client will use to measure success will be centered on the views and

interactivity of the Live Oak website and Facebook page. The project will increase online presence

through a promotional video and flyers. For each approach, data such as views, likes, shares, and

interactivity with links will be measured. Each approach will be tracked separately; however, this

may be difficult due to the inability to differentiate between the overlap of those who are drawn in

by the video or by exposure to the flyer.

I. Promotional Video

We plan to post the video to the Live Oak Facebook page,, and the client hopes for it to achieve

200 views one month after the video is posted, with 20 likes on the main Facebook post

showcasing the video. After three months time, the video is projected to reachat least 300 views.

As a reach, the video would ideally hit 300 views after one month and 400 views after 3 months ,

with 50 likes on the Facebook post.

II. Facebook & Flyers

The main purpose of sending out the flyers is to increase the total number of likes, shares, and

reviews on the Live Oak Facebook page. Currently, the page has 60 likes and has no reviews. The

client has expressed that they would like to see the number of likes go up by 25, with three

reviews written . W hile there is no data on the total number of shares the page has received, the

goal is to have the page shared by 10 different people . As a reach, the goal is to see an increase of

50 likes of the Facebook pa ge, with 20 new people sharing the page and five written reviews.

 

M inimum Goal

Reach Goal

Promotional V ideo

-

200 views within 1 month of

- 300 views within 1 month of

posting/sharing video

posting/sharing video

-

20 likes within 1 month on

  • - 35 likes within 1 month on

main Facebook post

main Facebook post

showcasing video

showcasing video

- 300 views within 3 months of

- 400 views within 3 months of

posting/sharing video, 30 likes

posting sharing video, 50 likes

on main Facebook post

on main Facebook post

Facebook & Flyers

- 100 flyers given to Live Oak

  • - Total likes on Facebook page

for distribution

increased by 50 likes within 1

-

Total likes on Facebook page

month

increased by 25 likes within 1

  • - 20 total shares by new

 

month

individuals within 1 month

-

10 total shares by new

- 5 reviews written on

individuals within 1 month

Facebook page within 1

- 3 reviews written on

month

Facebook page within 1

 

month

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CLARA CONSULTING

STAFFING

Project Manager

Josephine Hulburd Schultz

Role: Responsible for project management and team coordination.

12 CLARA CONSULTING STAFFING Project Manager Josephine Hulburd Schultz Role: Responsible for project management and team

Josephine Hulburd Schultz is management major and

entrepreneurship minor at Santa Clara University. Her academic

career has provided her with relevant knowledge to be a manager.

She has retail work experience and a background in producing

theatrical plays and musicals. Additionally, Josephine’s social media

skills are an asset for this project. Her communication and

organizational abilities enable her to plan and direct meetings. Her

managing skills promote creativity, practicality, and ambition in our

consulting team.

Outreach Contact

Alyssa Newman

Role: Liaison between Live Oak Adult Day Center and team.

12 CLARA CONSULTING STAFFING Project Manager Josephine Hulburd Schultz Role: Responsible for project management and team

Alyssa Newman studies Marketing at Santa Clara University.

Passionate in empowering communities through marketing and

business, she has found much inspiration from the organizations

she has worked with who strive to be a source of empowerment

and mobility for others. With nine months of regular volunteer

experience with Live Oak Adult Day Center, her perspective and

vision of this organization are valuable to the team. Her

marketing expertise as a marketing major and an experienced

marketer in the nonprofit sector is important in this promotional

project.

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CLARA CONSULTING

Writer/Video

Eric O’Hagan

Role: Responsible for filming and overall editing.

13 CLARA CONSULTING Writer/Video Eric O’Hagan Role: Responsible for filming and overall editing. Eric O’Hagan is

Eric O’Hagan is a Marketing major at Santa Clara University and

his interests lay primarily in the realm of technology and media

production. For several years he has been creating videos for

school and personal projects, with one recent documentary

feature d in the 2017 Monarch Film Festival. His video

production skills and work as the official editor for all documents

produced by Clara Consulting have proven to be invaluable. The

team has been able to pursue a more ambitious vision for the

promotional video produced for Live Oak thanks to the

expertise he as utilized throughout all stages of its production

from filming to editing.

Design

Ariana Gabrielson

Role: Responsible for design, formatting and logo generation.

13 CLARA CONSULTING Writer/Video Eric O’Hagan Role: Responsible for filming and overall editing. Eric O’Hagan is

Ariana is a marketing major and management information

systems minor at Santa Clara University Leavey School of

B usiness. W ith her interest and background with small

business marketing using social media from her own

family business, she is a comfortable l eader for the

Facebook overheaul project. As design head for Clara

Consulting, she has used tools from her marketing course

in progress to create the company logo and is responsible

for creating and maintaining a cohesive vision for all

presented works.

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CLARA CONSULTING

Finance

Lee Jansen

Role: Responsible for estimating costs and return on investments.

14 CLARA CONSULTING Finance Lee Jansen Role: Responsible for estimating costs and return on investments. Lee

Lee Jansen is a Finance major in his second year at Santa Clara

University. Having always had an affinity for working with

numbers, as well as extensive experience in helping the

underprivileged communities in the Bay Area, he provides

knowledge in multiple areas. Previously, he has volunteered for

  • 6 months at Terraces of Los Gatos, a senior living center, and for

  • 3 years at Via Services, a organization dedicated tohelping

mentally disabled individuals. Combined with a thorough

education in accounting and finance, he is a perfect fit for this

consultation. His role is to determine accurate costs and

projected returns for the metrics of the project, ultimately

ensuring the project is profitable and worth the investment.

14 CLARA CONSULTING Finance Lee Jansen Role: Responsible for estimating costs and return on investments. Lee

DISCUSSION

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CLARA CONSULTING

PROJECT SUMMARY

As proposed, Clara Consulting updated Live Oak Adult Day Service’s Facebook presence and

produced several promotional and fundraising videos. In an effort to create lasting change, we

provided Live Oak with example posts, templated post, and a photo anddeo

vi

library on Google

Drive. The sample posts, videos, and photo can be used for future post to Facebook and their

website.

Promotional and Fundraising Videos

To increase community engagement and awareness, we produced four videos for Live Oak:

  • 1. Promo Vide o- Our primary video was a promotional video. This video focuses on highlighting the mission of Live Oak to potential clients.

  • 2. Fundraising Video - The Executive Director, Colleen Hudgen, discusses the organization’s need for donations in a filmed interview. On Facebook, this video will be accompanied with a link to Live Oak’s donation webpage.

  • 3. Employee Testimonial - To capture the community surrounding the clients of Live Oak, we conducted an interview with Maria Chavez, a care specialist employee.

  • 4. Message from the Director: The Benefits of Live Oak- For prospective clients, Colleen Hudgen talks about the benefit Live Oak has on its elderly clients and their family members.

Facebook Cleanse and Update

Our efforts in updating Live Oak’s Facebook page started with deleting unnecessary posts and

photos. Next, a “Donate” button was added to the top of the page which links Facebook user’s to

Live Oak’s donation page on their website. Weposted or scheduled posts on Facebook that can

be used as an examplefor Live Oak’s Facebook administrator.Four videos we produced have

been uploaded to the page with captions, or the videos are schedule to post in the future.

Additionally, we templated posts and wrote step by step guides for daily activities, employee

int erviews, reviews from client’s family members and volunteers, photo posts, and more.

15 CLARA CONSULTING PROJECT SUMMARY As proposed, Clara Consulting updated Live Oak Adult Day Service’s Facebook

Photo and Video Library

In order to encourage the continuation of this

project, we shared our photo and video

content that was shot at Live Oak. In the

future, these photos and video can be posts on

Facebook, the Live Oak website, and more. We

photographed clients, employees, and the

location. Our video footage includes employee

and client testimonials, interviews with the

Executive Directors, and footage of the

activit ies and location.

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CLARA CONSULTING

PROJECT SUCCESS METRICS

The following table displays the minimum stated goal alongside the data accumulated thus far.

While none of the goals have been met, there is still much time before projected deadlines. The

promotional video w as posted on June 4, 2018, and one day has since elapsed at the time of

writing this. Awareness efforts to increase social media presence began May 29, 2018, and seven

days have passed from that point.

 

Stated Goal

Project Data

Promotional Video

-

200 views within 1 month of

- 50 views currently on video

posting/sharing video

  • - 13 likes currently on main

-

20 likes within 1 month on

Facebook post showcasing

main Facebook post

video

showcasing video

- 400 views within 3 months of

- 300 views within 3 months of

posting sharing video, 50 likes

posting/sharing video, 30 likes

on main Facebook post

on main Facebook post

Facebook & Flyers

- 100 flyers given to Live Oak

- 100 flyers given to Live Oak

for distribution

for distribution

-

Total likes on Facebook page

  • - Total likes on Facebook page

increased by 25 likes within 1

currently increased by 6 likes

 

month

  • - Currently 3 total shares by

-

10 total shares by new

new individuals

individuals within 1 month

- Currently 1 review written

- 3 reviews written on

on Facebook page

Facebook page within 1

 

month

IMPLICATIONS

Clara Consulting had a few major takeaways from this consultation.

  • 1. Activity on social media is very important and consistency on each platform used

will be a

goal to become successful and gather more of fiscal and emotional support.

  • 2. A concise, well targeted promotional video can bring clarity, simplicity, emotion, and interest to a company. These results are anticipated outcomes from the use of the promotional video Clara Consulting made.

  • 3. While good clean promotion and consistent Facebook activity are very important, Clara Consulting found that word of mouth reviews are incredibly important for prospective clients to see, so it is highly recommended to capitalize on all of the people who dearly love and appreciate Live Oak Adult Day Services so that other dependent adults in need can receive needed care.

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LIMITATIONS

As we went through the process of implementing this project, we experienced 3 primary

limitations.

  • 1. We found it was a better process to make example Facebook posts and to post them on the Live Oak Facebook page than to simply template them. This allowedus to show Live Oak an example and list how to make the posts step- by-step with our recommendations. However, we found that it was more clear to template the fundraising post than to create an example post. Fundraising posts are challenging as it is hardo find

t

where to set up the

fundraiser, but once the first steps are done it is relatively simple. The steps involved in

setting up a fundraiser were templated for Live Oak’s ease of use.

  • 2. Coordination issues arise when you have a group of five consultantsworking together. On our 3 onsite visits to Live Oak, not once were we able to have all 5 employees of Clara Consulting present at the same time. While we still were able to complete the necessary tasks, if we had been able to better coordinate we could have taken less onsite visits and accomplished more on each visit.

  • 3. We unfortunately, we were not able to gain access to Live Oak’s official Youtube channel. Access to Youtube was necessary for us to effectively post and share the promotional video and other generated video content. To solve this problem, Clara Consulting made an additional Youtube channel for Live Oak’s use and will be passing on the login information. The new Youtube channel is full of content Clara Consulting has created for Live Oak’s usage.

RECOMMENDATIONS

Our recommendations for Live Oak Adult Day Services as they move forward in marketing their

great non profit is multifaceted. Our recommendations are twofold:

  • 1. We recommend that they continue to use templates given to them by us to further their online presence and keep consistent posting. We highly recommend consistent social media activity. This platform can be utilized for promotion and for fundraising. If invested in for a period of time and done thoroughly, we believe that there will be continual growth in awareness support for the company.

  • 2. Additionally, we recommend Live Oak to continue adding to their photo and video databases and to continue uploading to youtube as well in order to keep track of all video footage. This will keep a large database of photos and videos to track down in order

to

have the capabilities to post as frequently as we recommend.

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APPENDIX A: RESUMES

18 CLARA CONSULTING APPENDIX A: RESUMES

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19 CLARA CONSULTING

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Eric Daniel O’Hagan

Santa Clara, CA |ericohagan@outlook.com | (831) 521-4820

_____________________________________________________________________________________

Skills & Abilities

Video editing: 5 years of experience using Adobe Premiere Pro and other editing programs to create video projects as a personal pastime, for school, and for YouTube. Produced a documentary shown in the 2017 Monarch Film

Festival. Experience managing informal video content for the web, see: www.youtube.com/c/sportsinspace Writing: Fascinated with etymology. Enjoy producing informal written pieces on pop culture topics for my personal blog: https://thetrashplanet.blogspot.com/ Other: licensed California driver since 2011 with a spotless record, proficient in Spanish, Adobe Photoshop, After Effects, Illustrator, Audition, as well as Microsoft Word, PowerPoint, and Excel. _____________________________________________________________________________________________

Experience

Valet National Parking & Valet ’16-‘17 provided service for luxury events such as the Pebble Beach Concours d’Elegance as well as private events. Drove all types of cars from Priuses to Teslas to Audi R8s Reports Editor Monterey Mystery shopping Aug ’14 – Sept ’14, June ’15 – September ‘15 Ensured reports from mystery shoppers met the standards of the company, logged finalized reports. Intern Cardinale GMC July ’13 – August ‘13 Took an internship opportunity at a local GMC dealership in order to better understand the consumer-facing level of the automotive industry. Detailed cars, helped with the parts and sales offices, also shadowed the dealer network principal _____________________________________________________________________________________________

Education

Santa Clara University, Santa Clara, CA BS Marketing (in progress) 2014 – 2019 Currently pursuing a degree in Marketing, coursework includes: Marketing, Finance, Accounting, Economics, Contemporary Business Issues, Elementary German, Statistics & Data Analysis, Introduction to Programming, Interpersonal Communication, Black and White film photography California State University, Monterey Bay, Seaside, CA, 2017 Produced a short documentary on life in Pacific Grove, CA for a cinematography class that was a 2017 Monarch Film Festival Official Selection. Pacific Grove High School, Pacific Grove, CA High School Diploma, 2010 – 2014 AP Scholar with Honor, PGHS String Orchestra Concertmaster ’12, PGHS Track Team Captain ’14, Mission Trail Athletic League 300m Hurdles Champion ’13 and ’14.

References available upon request

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21 CLARA CONSULTING Ariana Gabrielson San Ramon, CA —(925) -787-1326 <a href=— agabrielson@scu.edu linkedin.com/in/ariana-gabrielson- b371b511b/ Education Santa Clara University- Leavey School of Business September 2015—June 2019 Bachelor of Science in Commerce, Marketing (Business and Technology Emphasis), 3.11 GPA Minor: Management Information Systems Activities: SCU Women in Business, Undergraduate Marketing Club Applicable Courses: Principles of Marketing, Statistics & Data Analysis I & II, Introduction to Spreadsheets, Introduction to Programming, Business Technology & Society, Consumer Behavior, Introduction to Finance Experience Brand Ambassador Vicarious, Inc. (San Francisco, CA) July 2017—December 2017 · Create and curate weekly postings as a featured content contributor · Develop ambassador promotion plan with CEO and spearhead giveaway item coordination with retailer · Design social media marketing plan with CEO · Provide weekly feedback on app inconsistencies and ideation for future improvements Member Services Representative Pat Malley Fitness and Recreation Center (Santa Clara, CA) September 2016—Present · Process payments for memberships and fitness classes · Check in patrons to the gym and assist with any questions they may have about the facilities · Utilize excellent customer service skills, greeting patrons as they enter the gym Marketing Intern Avatier Corporation (Pleasanton, CA) August 2017—September 2017 · Responsible for the research and analysis of Avatier’s competitive advantages in the IAM market · Researched and designed quarterly internal marketing plan to upsell/cross-sell to existing Leadership · customers Completion of Salesforce.com clean up and optimization project including restructure of program · to fit current sales process and streamline sales pipeline Accelerated lead certification and integration with DiscoverOrg and LEAD Forensics lead generation software · SCU Women in Business Executive Board Member:Director of Special Events, charged with organizing and planning our biggest event of the year held in April, coordinates with finance department to ensure proper funds are in place for marketing, rentals, and speaker gifts, 2017-2018 National Charity League Class President:Tasked with running monthly meetings, writing meeting agendas and resolving issues between members, 2011-2012 · Skills/Interests · Excellent computer skills, including: Microsoft Suite, all Google applications, Act On, Salesforce, LEAD Forensics, DiscoverOrg, Terminus. Interests include skiing, snowboarding, soccer, and Bay Area sports teams. " id="pdf-obj-23-13" src="pdf-obj-23-13.jpg">

Ariana Gabrielson

Education Santa Clara University- Leavey School of Business

September 2015—June 2019

Bachelor of Science in Commerce, Marketing (Business and Technology Emphasis), 3.11 GPA

Minor: Management Information Systems

Activities: SCU Women in Business, Undergraduate Marketing Club Applicable Courses: Principles of Marketing, Statistics & Data Analysis I & II, Introduction to Spreadsheets, Introduction to Programming, Business Technology & Society, Consumer Behavior, Introduction to Finance

Experience Brand Ambassador

Vicarious, Inc. (San Francisco, CA)

July 2017—December 2017

·

Create and curate weekly postings as a featured content contributor

·

Develop ambassador promotion plan with CEO and spearhead giveaway item coordination with retailer

·

Design social media marketing plan with CEO

·

Provide weekly feedback on app inconsistencies and ideation for future improvements

Member Services Representative

Pat Malley Fitness and Recreation Center (Santa Clara, CA)

September 2016—Present

·

Process payments for memberships and fitness classes

·

Check in patrons to the gym and assist with any questions they may have about the facilities

·

Utilize excellent customer service skills, greeting patrons as they enter the gym

Marketing Intern

Avatier Corporation (Pleasanton, CA)

August 2017—September 2017

·

Responsible for the research and analysis of Avatier’s competitive advantages in the IAM market

·

Researched and designed quarterly internal marketing plan to upsell/cross-sell to existing

Leadership

·

customers Completion of Salesforce.com clean up and optimization project including restructure of program

·

to fit current sales process and streamline sales pipeline Accelerated lead certification and integration with DiscoverOrg and LEAD Forensics lead

generation software

·

SCU Women in Business Executive Board Member:Director of Special Events, charged with organizing and

planning our biggest event of the year held in April, coordinates with finance department to ensure proper funds are in place for marketing, rentals, and speaker gifts, 2017-2018

National Charity League Class President:Tasked with running monthly meetings, writing meeting agendas and resolving issues between members, 2011-2012

·

Skills/Interests

·

Excellent computer skills, including: Microsoft Suite, all Google applications, Act On, Salesforce, LEAD

Forensics, DiscoverOrg, Terminus. Interests include skiing, snowboarding, soccer, and Bay Area sports teams.

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Lee Jansen

Santa Clara University

Second Year Finance Student

ljansen@scu.edu

(408) 616-0276

San Jose, CA

SUMMARY

I aim to work for an organization where I can apply my unique passions and talents towards new and

exciting ideas. I am looking to be challenged by responsibilities and be tested to my limits.

WORK EXPERIENCE

Sales Associate

Macy’s, Santa Clara, CA

July 2017 – September 2017

Sales associate in the shoe department at Macy’s Valley Fair. Assist customers in helping find the

products they want and help them purchase their selected items. Give them excellent customer service

throughout, making them feel welcomed and valued.

Counselor

Via Services, San Jose, CA

Jul 2014 – Aug 2016

Counselor/caretaker to mentally and physically disabled persons. Encourage participants to have fun in a

camp-like setting. Assist and teach them about daily hygiene, eating balanced meals, exercise, and fun

activities. Travel on field trips that are both fun and educational. Provide participants with joy and

excitement, and parents with comfort and relief.

EDUCATION

Santa Clara University, Santa Clara, CA

2016 – Current

Archbishop Mitty High School, San Jose, CA

2012-2016

SKILLS/INTERESTS

Proficient with Microsoft Word, Excel, Powerpoint, Access

Fluent in Mandarin

Experience in Health, Safety and Caretaking for the Disabled

Customer Service Expert

Relevant Completed Courses: Financial Accounting, Managerial Accounting, Business Ethics,

Principles in Marketing, Statistics and Data Analysis

Interests: History of music, music production, game design, game theory, soccer

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APPENDIX B: DELIVERABLES SAMPLES

Promotional Video

All of our team has experience producing some video content and our video production specialist

is highly proficient in Adobe Premiere and the Adobe Creative Cloud Suite of applications which

will be used to the promotional video. The video will be shot no a high- end DLSR camera and will

include shots of the Live Oak location in Willow Glen as well as several interviews and shots of

activities.

With the ultimate goal of producing a piece of media that is flexible enough to be used in many

different contex ts, the promotional video will provide the viewer with a general sense of what

kind of services Live Oak offers in the best light possible. One of our key focal points was making

the video as engaging as possible. We envision this video being used as antroduction

in

to Live Oak

that ideally also encourages viewers to interact further with the Adult Day Centers in some way.

Editing the video entailed adding background music, synchronizing voice tracks in interviews of

Live Oak employees and clients, creating titles for various interviewees, and applying seamless

transitions between shots to improve the flow of the video. The expertise that the video

production specialist used to inform every step of the promotional video will be very important in

helping to piece together a film that captures Live Oak Adult Day Services beautifully.

23 CLARA CONSULTING APPENDIX B: DELIVERABLES SAMPLES Promotional Video All of our team has experience producing

This screenshot depicts the editing process of the production of the kind of promotional video we

will produce for Live Oak. The panel on the left contains shots to be used in the

video, the panel on

the bottom is the timeline of shots currently in the video, and the panel on the right is the preview

pane. The multi- purpose panel in the middle is where much of the fine details are tweaked such as

exposure and effect values.

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Face book Post

The following screenshots are an example of a daily activity post template with a call to action for

Live Oak’s Facebook page. Our design specialists have posted 4 Facebook posts on the Live Oak

Facebook page as well as including specific stepsnd a recommendations to be used in future posts,

to be found in Appendix C. The intention is for Clara Consulting to provide the guidance Live Oak

will need to consistently and easily create engaging Facebook posts going forward. Pictured below

is a screenshot of the Live Oak Facebook page, under the tab “Posts” which is where we begin each

post.

24 CLARA CONSULTING Face book Post The following screenshots are an example of a daily activity
24 CLARA CONSULTING Face book Post The following screenshots are an example of a daily activity
  • 1. The first step is to go on to the “post” option on the

Live Oak Facebook page, the screenshot on the left

displays the options for shared posts that Live Oak may

choose to make. For a regular activity post with a call to

action, we will be using the first option “Share a photo or

video”.

  • 2. The second step for this post is to select “Upload

Photos/Video from the prompted menu. There are many different options for sharing photos and

videos as seen on the screenshot from Facebook on the left. We recommend using the first option,

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“Upload Photos/Videos . This is an appropriate format

activity post .
activity post .

for the 3 - 5 photos that should be posted for a regular

  • 3. The third step is to select the

photos to be used for the post. I have

selected 3 photos from a post made

on Live Oak’s Facebook page on

September 25th, 2017 in order to

demonstrate a real template of what

a Live Oak normal activity post

should look like.

  • 4. T 4. t he fourth step is the actual text

25 CLARA CONSULTING “Upload Photos/Videos . This is an appropriate format activity post . for the

of the post, as seen in the screenshot

from Facebook on the left. For this

template, we are including a call to

action at the end to assist Live Oak

with their fundraising and

awareness problems. The post

should only be taken as a single

template, not a end- all - be- all. This

template is for an activity involving

chickens, but can be adapted for all

animals as well as many other

activities. W ithin the parenthesis

lies the information that needs to be

changed depending on the situation,

but again the entire post should be a

template for future posts to build

from.

25 CLARA CONSULTING “Upload Photos/Videos . This is an appropriate format activity post . for the
  • 5. The fifth and final step is to actually

“Publish” the post. As you can see in the

screenshot on the left, simply click on “Publish”

to complete the posting process.

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APPENDIX C: DELIVERABLE 4 FACEBOOK POSTS

Daily Activity Post

A daily activity post can be done at any time during the day. We recommend that 3 daily activity

posts should be posted each week. There are several easy steps involved with this type of post,

listed below with our recommendations and explained in detailon the page above.

  • 1. Take a quality photo or video of the morning or afternoon activity.

  • 2. Click on “Create Post” on Facebook

  • 3. Select and upload the desired photos or videos of the daily activity

    • a. Ensure all photos are clear, have clients in them doing specifi

c actions that portray

the activity, and show the joy found at Live Oak

  • b. First photo in sequence should be the best available photo, the most clear in quality and most clear in conveying the activity

  • 4. The post’s caption should be to the point and explain the daily activity being shown while not exceeding two sentences.

  • 5. Publish the final post or schedule the post to be made at a later time. We recommend posting the day of the activity being highlighted, either during the lunch meal for morning activities and after 3:00pm for afternoon activities.

  • 6. The daily activity post below is scheduled to be posted on June 6th at 12:00 pm. Use this as an example post that should be emulated in future posts for consistency.

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27 CLARA CONSULTING Testimony from Employee Post An employee spotlight post can be taken of any

Testimony from Employee Post

An employee spotlight post can be taken of any one of the employees that Live Oak Adult Day

Services employs. There are several easy steps involved with this type of post, listed below and

explained in detail on page 24- 25.

  • 1. Decide what kind of information you want in the video from interviewee and prepare interview questions in advance.

  • 2. Take a quality video of the said employee. This can simply be a video taken on an iPhone. Make sure that you are in a quiet, well lit space where the video looks professional. If there are any interruptions in the video (ex. Coughing, sneezing, ambulance sounding), stop the video and start over. Take as many videos as necessary in order to retain desired content.

  • 3. Upload video to computer.

  • 4. Click on “Create Post” on Facebook

  • 5. Select and upload the desired videos of the employee.

    • a. Ensure footage is clear, that lighting is desired, and that the sound is precise.

  • 7. The post’s caption should be brief and a personal introduction of the employee that was in terviewed. The post should include a follow- up action, like “Click the video for the full scoop” or “Click the link to access our website”.

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  • 8. Publish the final post or schedule the post to be made at a later time. We recommend posting the employee spotlight during the early evening of a Sunday or Monday night, at around 5pm or 6pm. We recommend monthly employee spotlights.

  • 9. The employee post below was posted on June 6th at 5:46 pm. Use this as an example post that should be emulated in future posts for consistency.

28 CLARA CONSULTING 8. Publish the final post or schedule the post to be made at

Message from Director Post

A message from the Director post can be post weekly or monthly whenever the Director wants to

share information to the public or promote an event or fundraiser. This post can be in the form of a

video or written post. There are several easy steps involved with this type of post, listed below

and explained in detail on page 24 and 25.

  • 1. Draft written message or prepare what the Director would like to say.

  • 2. Write or film the message. Edit out any unnecessary words or footage.

  • 3. Upload the video to a your computer (if video was taken).

  • 4. Click on “Create Post” on Facebook.

  • 5. Copy message and upload video (if video was taken).

  • 6. The post should be as brief as possible. Introduce the Director brief. The post should include a follow- up action, like “Click the video for the full scoop” or “Click the link to access our website”.

  • 7. We recommend posting a message from the Director during the early evening of a Sunday or Monday night, at around 5pm or 6pm. We recommend monthly messages from the Director.

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Right Post: Schedule to be posted on June 11, 2018 @ 4:30

Left Post: Posted on June 6, 2018 @ 4:30

Use as example post.

29 CLARA CONSULTING Right Post: Schedule to be posted on June 11, 2018 @ 4:30 Left

Fundraising Event Post

29 CLARA CONSULTING Right Post: Schedule to be posted on June 11, 2018 @ 4:30 Left
29 CLARA CONSULTING Right Post: Schedule to be posted on June 11, 2018 @ 4:30 Left

Step 1: Select “Create Fundraiser” from the drop down menu

bar. This is the first step in creating a fundraiser, and allows a

fundraiser post to be generated by the Facebook algorithm.

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Step 2: Click on “Get

process of creating the

Step 3: Choose who you are raising

30 CLARA CONSULTING Step 2: Click on “Get process of creating the Step 3: Choose who

Started” to begin the

post!

money for. In our

30 CLARA CONSULTING Step 2: Click on “Get process of creating the Step 3: Choose who

case, it will be Live Oak Adult Day Services.

Step 4: Search for the chosen nonprofit. There will be a “search”

bar, shown below, which will allow you to search for Live Oak

Adult Day Services with ease.

30 CLARA CONSULTING Step 2: Click on “Get process of creating the Step 3: Choose who

2017)

Step 5: Create and

publish the post! (Qgiv Blog,

30 CLARA CONSULTING Step 2: Click on “Get process of creating the Step 3: Choose who

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Testimony from Written Review

A review testimonial can be made whenever someone writes a review on the Live Oak Facebook

page. When a client or a volunteer posts a review, others seereliable

a

voice that shows how Live

Oak truly operates. Reviews help Live Oak be further integrated with the community and increase

local awareness. There are several easy steps involved with this type of post, listed below and

explained in detail on page 25.

  • 1. Select a written review with relevant information.

  • 2. Write a small introduction about the author of the review, stating who he or she is and his or her connection with Live Oak.

  • 3. Copy the text from the written review and quote it in the testimonial.

  • 4. Click on “Create Post” on Facebook and type in the final rendition of the testimonial with an introduction and quotes.

  • 5. Make sure to end the post by inviting people to check out the Live Oak website and the rest of the Facebook page.

  • 6. Upload the post, or schedule the post to be uploaded later. We recommend that new testimonials should be posted whenever there is a new review on the Facebook page.

  • 7. Below is an example of a review from a volunteer:

31 CLARA CONSULTING Testimony from Written Review A review testimonial can be made whenever someone writes

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APPENDIX D: DELIVERABLE PROMOTIONAL FLYER

This flyer encourages the clientele and family of clientele to connect with Live Oak on Facebook,

as well as write a review for the organization. This will spur more activity on Live Oak’s social

media, and interest more people in Live Oak’s services.

Come Follow Us on Facebook!

32 CLARA CONSULTING APPENDIX D: DELIVERABLE PROMOTIONAL FLYER This flyer encourages the clientele and family of

Stay Updated with Your Loved Ones!

32 CLARA CONSULTING APPENDIX D: DELIVERABLE PROMOTIONAL FLYER This flyer encourages the clientele and family of

Like the @LiveOakAdultDayServices & Write a Review!

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APPENDIX E: DELIVERABLE MEDIA LIBRARY

Clara Consulting shared photo and video content that was shot at Live Oak in May 2018 through

Google Drive. These professional quality photos and videos can be used as posts on Facebook, the

Live Oak website, and other platforms. Photos include clients, employees, and the Willow Glen

location. Our video footage includes employee and client testimonials, interviews with the

Executive Directors, and footage of the activities and Willow Glen location.

33 CLARA CONSULTING APPENDIX E: DELIVERABLE MEDIA LIBRARY Clara Consulting shared photo and video content that

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APPENDIX F: DELIVERABLE PROMOTIONAL VIDEO

The image below includes stills from the finished promotional video. Moving clockwise from the

top -right, the first still is of an interview with the director of Live Oak, Colleen Hudgen, the next

depicts some of the activities senior enjoy at live oak, af

ter that is a shot near the end of the video

that includes a call to action, and the final still shows a shot near the beginning of the video where

viewers are introduced to Live Oak Adult Day Services by one of the staff.

34 CLARA CONSULTING APPENDIX F: DELIVERABLE PROMOTIONAL VIDEO The image below includes stills from the finished

Producing the promotional video tapped into all of our team’s collective expertise in creating

video content. Our video production specialist incorporated concepts learned from school as well

as from working on many other projects similar to this. Our team visited Live Oak’s Willow Glen

location on three different days in order to be able capture shots that would include the different

activities seniors enjoy on different days of the week. Careful consideration was given to how

of

shots were composed and who would appear as the subject each

shot. Ultimately, our team

collected over 24 gigabytes of raw footage to be used in the making of the video.

Each shot was carefully color corrected to create a warm and inviting tone. The effect of this is not

easily seen in the final video but is bsolutely

a

perceived by viewers in the end. Several shots

required text on screen, so a suitable font and outlined style was used and careful consideration

was given to the size of the text on screen. Transitions and background music, neither of which are

shown in the stills above, were also applied to the final video in order to keep the pace lively

enough to engage viewers throughout the two minute runtime.

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APPENDIX G: WORKS CITED

“4 Awesome Tips For Asking for Donations on Facebook.”Qgiv Blog, 15 Dec. 2017,

Adobe Premiere Pro CC. (n.d.). Retrieved from

Canon 5D Mark III. (n.d.). Retrieved from

Live Oak Adult Day Services (2013). 2013 Annual Report of Live Oak Adult Day Services.

Live Oak Adult Day Services (2016).Eligibility & Fees. Retrieved from

Live Oak Adult Day Services (2018).Live Oak Adult Day Services. Retrieved from

San Francisco Center for Economic Development (2017). Commercial Real Estate.

Retrieved from

U.S. Census Bureau (2017). Quick Facts Santa Clara County, California.

Retrieved from

U.S. Census Bureau (2016). The Supplemental Poverty Measure: 2016.

Retrieved from

-

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Financial Statements (Live Oak Adult Day Services, 2013)

36 CLARA CONSULTING Financial Statements ( Live Oak Adult Day Services, 2013)

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37 CLARA CONSULTING