INTRODUCTION: The following introduction information was gathered from www.allthearts.

org and through exhaustive interviews of Lauralyn Eschner and Marsha Judd, cofounders of All the Arts for All the Kids Foundation.

All the Arts for All the Kids Foundation is a non-profit organization seeking to provide arts education to kindergarten through eighth-grade students in the Fullerton School District. All the Arts for All the Kids Foundation provides this arts education in the form of in class arts lessons, mobile Learning Activity Buses (Arts LAB) and teacher grants for art projects. (allthearts.org)

All the Arts for All the Kids Foundation is unique among local arts education programs because of the comprehensive nature of its arts lessons. Currently All the Arts for All the Kids Foundation funds 24 art lessons for every kindergarten through sixth-grade student in the Fullerton School District. This program includes 6 lessons from each discipline of music, theater, dance and visual arts. Additionally these lessons are taught by professional artists donating their time to the cause of arts education. (Judd)

All the Arts for All the Kids Foundation also funds the Learning Activity Bus (Arts LAB) program which converts school busses into traveling arts education learning stations. Two Arts LABs are currently deployed in the Fullerton School

District, a theatre Arts LAB, a video production Arts LAB, and a third music Arts LAB will be join the convoy this year. (allthearts.org)

All the Arts for All the Kids Foundation contributes to arts education in the seventh and eight grades by funding arts grants for teachers in the Fullerton School District. This service is designed to support arts education projects and provide the funding to make them possible. (allthearts.org)

All the Arts for All the Kids Foundation relies on community support to generate the financial resources to make all of these programs possible. One way that All the Arts for All the Kids Foundation raises money for its cause is through the annual Pins, Pots and Possibilities art auction. This year marks the 15th year of the Pins, Pots and Possibilities event. Money raised through this event in combination with public funding and private donations provide the aggregate financial resources needed to fund comprehensive arts education in the Fullerton School District.

All the Arts for All the Kids Foundation and the quality of its services potentially can be directly affected by changes to the level of public funds allocated to arts education in the Fullerton School District. In recent years the availability of these funds has been in question and in response to this trend All the Arts for All the Kids Foundation is seeking to move towards generating greater support among its non government funding. (Judd)

All the Arts for All the Kids Foundation asserts the position that a comprehensive arts education is a right for all children and this right should not be hindered by a lack of funding. In this spirit, All the Arts for All the Kids Foundation is partnering with Diligence Public Relations to create awareness of the arts education services that All the Arts for All the Kids Foundation provides, the impact of these services, and the need for community support to ensure stable funding for arts education in the Fullerton School District amongst the threat of unstable public funds. (Judd)

SITUATIONAL ANALYSIS

Internal Environment:

All the Arts for All the Kids Foundation is a grassroots non-profit organization dedicated to providing comprehensive arts education to children within the Fullerton School District. The organization thrives on the efforts of volunteers and the donations of generous financial supporters and artists. The funding for All the Arts for All the Kids Foundation is dependent on government funding, private donations and the revenue from an annual fundraiser Pins, Pots and Possibilities. Unstable public funding is one of the largest weaknesses to All the Arts for All the Kids Foundation. Part of the

organizations goals is to stabilize funding through increased private donations and a movement away from dependence on public funds. (Judd)

External Environment

External support for this organization is traditionally very strong among local publics. All the Arts for All the Kids Foundation has dependable private donors and strong supporters of its arts education cause. Threats to the organization exist in the form of a slow economy reducing both public funds and philanthropic dollars to financially support the organization. Other threats also exist in the form of competing non profit organizations and other public services seeking to gain an allotment of limited public funds.

Public Perception

Visibility: All the Arts for all the Kids Foundation has high local visibility being published in local newspapers such as OC register, Fullerton Observer and Fullerton News Tribune. The tone of previously published media content about All the Arts for All the Kids is wholly positive and supportive. There is room for increased visibility outside of the Fullerton and the Orange County community. Reputation: Among its aware and active publics, All the Arts for All the Kids Foundation has an indisputable reputation as a leader of arts education.

PROBLEM STATEMENT

The most significant problem in respect to continuing the success of All the Arts for All the Kids Foundation is the potential of public government funding for arts education in the Fullerton School District being cut and undermining the efforts of All the Arts for All the Kids to provide comprehensive arts education.

POSITION STATEMENT:

All the Arts for All the Kids Foundation seeks to place itself at the forefront of peoples minds, generating awareness for the organization, the arts education services it provides, the impact of these services, and the need for community support to continue these services- essentially positioning All the Arts for All the Kids Foundation as a most favorable non profit organization to financially support.

KEY MESSAGES:

The arts are crucial to the development of children.

All the Arts for All the Kids Foundation provides comprehensive arts education to students in the Fullerton School District.

All the Arts for All the Kids Foundations success is made possible by continued community support.

TARGET PUBLICS:

Donors: A key public to our organization because they provide the funding to the foundation and its comprehensive arts education. This target public includes private individuals, community businesses and organizations.

Private Individuals

Parents: A key target public because their children benefit from All the Arts for All the Kids Foundation. Parents have stake in the organization because the Foundation offers higher learning through art that increases student performance. Parents include key publics who are aware and unaware of the Foundation.

Socioeconomics: Parents range from all backgrounds including educated and uneducated with low to high incomes.

Media channels for parents include major newspapers, local newspapers, school district publications, a variety of magazines from assorted interests, cable and non cable television news outlets.

Philanthropists: Wealthy people who want to see their money put to good use. Philanthropists tailor their donations according to their special interests.

Socioeconomics: Upper class and educated.

Media Channels include major newspapers, financial publications like the Wall Street Journal, various magazines, television news outlets and publications specific to their trade or profession. Philanthropists are more active in seeking information independently then other publics.

Community Leaders: Community leaders range from school principles, politicians and presidents of active community organizations like the Rotary club. These community leaders are motivated by creating a public image associated with promoting good deeds in the community.

Media materials include variety of news publications, political publications, local publications, and newsletters.

Socioeconomics: Middle class and up.

Community Organizations:

These organizations have specific mission statements which will dictate where they place their charitable dollar. For example, The mission of The Rotary Foundation is to enable Rotarians to advance world understanding, goodwill, and peace through the improvement of health, the support of education, and the alleviation of poverty. (http://www.rotary.org/en/AboutUs/TheRotaryFoundation/Pages/ridefault.aspx)

Their motivations in supporting All the Arts for All the Kids Foundation will be the fulfillment of their unique mission statement.

Community Businesses:

Local community businesses have a stake in All the Arts similar to community organizations. These businesses promote goodwill in the community and therefore create a relationship with their customers through a good public image. Community businesses rage from restaurants, chiropractic offices, yoga studios, hardware stores, and furniture stores. Their motivations are advertising and public relations.

Socioeconomics: Local business trend to be smaller with little to no budget for advertising. They do however have a special interest in donating to non-profit organizations for tax write off purposes.

Art Community:

Artists are a key public as they donate art to the Pins, Pots and Possibilities Event, instruct students in art lessons and bring world-class talent to the organizations arts programs. Through our public relation campaign we seek to increase the reputation of All the Arts for All the Kids and the Pins, Pots and Possibilities event in order attract even more artists recognition and support for the foundation.

General Public:

This is a key public because this group allows for the expansion of knowledge and attitudes about All the Arts for All the Kids Foundation into previously unaware publics.

Public Relations Goal: Expand positive awareness of All the Arts for All the Kids Foundation among our key publics.

Objective 1: To increase positive awareness of All the Arts for All the Kids among a mass sample of our key publics. Specifically to have strategic information about All the Arts for All the kids Foundation published in 10 local media outlets by December 1st 2008.

Strategy: Develop media materials associated with this years Pins, Pots and Possibilities event designed to exploit the characteristics of local controlled and uncontrolled media.

Controlled media: Strategies for publication and increasing awareness.

Controlled media allows for control over messages, content, timing, presentation, and tone of the media materials produced for publication. (Smith, 157) Essentially controlled media allows for specific messages to be created and to be delivered to our key publics exactly as we designed the messages. Two relevant controlled media outlets are the publishing of feature articles and community calendar postings. Our strategy for gaining publication of these media materials is to create angles about the Pins, Pots and Possibilities event that are tailored to human interest, proximity, and impact. Also the Pins, Pots and Possibilities event is to be used as a strategy in pursuit of postings in community or arts calendars to create the opportunity for another controlled message.

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Beyond the strategies outlined to gain publication of controlled media materials, there is also strategy as to what the content and the messages of these controlled communications will be. To advance the objectives and goals of this campaign each of our key talking points will be imbedded within each feature article and calendar posting. This strategy maximizes the probability that materials about All the Arts will be published in a controlled context, and exploits that control to ensure that our key messages are present in these media materials for the advancement of our awareness goal and objectives.

Tactics:

Feature Article Stories:

Multi generational story: The Dahl family has donated art to Pins, Pots and Possibilities for three generations. Pins, Pots and Possibilities has been around for 15 years and along with the events legacy is a story about a family that has three generations participating in the auction.

Marsha Judd profile: An in-depth feature article on the talented local artist, community activist, devout teacher and leader in arts education, will illustrate the labor of love that the

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foundation thrives on. This interview will tie in the people behind the scenes of the foundation to the community at large.

Pins, Pots and Possibilities: This year's Pins, Pots and Possibilities event provides the opportunity to highlight the artists and patrons who make this event possible as well as discuss the impact that this fundraiser has within All the Arts for All the Kids Foundation, how it benefits children and the community at large.

Characteristics: Broad audience, appeals to human interest, proximity.

Evaluation: Press Clippings and content analysis will measure the number of articles published as well as evaluate the presence of our three talking points in each published article. Published articles will be given a score relevant to the number of talking points they communicate.

Tools: Orange County Register: Fullerton News Tribune, Los Angeles Times: Orange County Local Edition, Daily Pilot: Costa Mesa and Newport Beach, Fullerton Observer, The Daily Titan, Orange Countys Online Magazine, Art in America, The Artist's Magazine, Ceramics Monthly magazine (CM)

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Uncontrolled media: Strategies for publication and increasing awareness.

Uncontrolled media is characterized by the involvement of press and reporters to develop stories about All the Arts for All the Kids Foundation with limited control over what the final message will be. The strategy related to this type of media is first to establish newsworthiness through the Pins, Pots and Possibilities event, second to pitch our key talking points, and finally to invite media outlets to the Pins, Pots and Possibilities event.

To promote newsworthiness, the Pins, Pots and Possibilities event will be used to pitch elements of action, consequence, effect, fame, prominence, proximity, and unusualness. Elements of action pertaining to Pins, Pots and Possibilities include community action to support All the Arts as well as the actions taking place within the foundation and at the Pins, Pots and Possibilities event. Consequence will speak to the results Pins Pots and Possibilities produces in arts education and in developing young minds. Fame relates to the celebrated artists who will be featured at the Pins, Pots and Possibilities event. Prominence will entail the reputation of the event among artists and the prominence of All the Arts in the Fullerton community. Proximity will appeal to local media outlets. And finally unusualness is relevant in the unique nature of the All the Arts Program, and the very unique Learning Activity Bus (Arts Lab) that will be unveiled at the Pins, Pots and Possibilities event.

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Strategically appealing to elements of newsworthiness through our Pins Pots and Possibilities event and including our key talking points in these appeals will increase the likelihood that stories are published about All the Arts for All the Kids Foundation and that these stories will advance our goals and objectives through the inclusion of our key talking points.

Tactics:

Press Kits Backgrounder Media Alert Press Release Schedule of the Event

Evaluation: Press Clippings and content analysis will measure the number of articles published as well as evaluate the presence of our three key messages. Articles will be rated based on how many key messages they feature.

Tools: Orange County Register: Fullerton News Tribune, Los Angeles Times: Orange County Local Edition, Daily Pilot: Costa Mesa and Newport Beach, Fullerton Observer, The Daily Titan, Orange Countys Online Magazine, Art in America, The Artist's Magazine, Ceramics Monthly magazine (CM)

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Objective 2: To increase the positive awareness of All the Arts for All the Kids Foundation among a specific targeted sample of our key publics, specifically to measure increased awareness in 20 local businesses/potential donors by December 1st.

Strategy:

Identify specific community businesses with parallel characteristics to known donating businesses. Once these businesses are identified Diligence Public Relations will approach them as solicitors for All the Arts for All the Kids Foundation, specifically donations that can be auctioned off at the Pins Pots and Possibilities event will be solicited. The strategy behind these solicitations is to incorporate our key talking points into our presentation. This will ensure that awareness of All the Arts for All the Kids Foundation and the key messages related to this campaign are established within targeted businesses. Also, this provides an opportunity to create personal contact with individuals, extend invitations to the Pins Pots and Possibilities event, and generally promote All the Arts for All the Kids Foundation as a local organization providing positive impacts to the community.

Tactic:

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Solicitation packet.

FAQ Fact Sheet Press Release Schedule of event All the arts Brochure Pins Pots and Possibilities invitation

Tools: Parallel Business List

Known Donors

Potential Fullerton Donors

APPLEBEES ALBERTSONS BARNES & NOBLE BEN & JERRYS ICE CREAM BIKRAM YOGA MUSEUM OF WESTERN HERITAGE BREA CURTIS THEATER CHOMP BROWNSTONE CAF HIDALGO CAF

TGIF RALPHS BORDERS BASKIN ROBBINS YOGA TREE STUDIO FULLERTON MUSEUM CENTER MAVERICK THEATER HANA SUSHI OLD SPAGHETTI FACTORY STEAMERS CAF

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CAMELOT GOLFLAND CAYOTE HILLS GOLF COURSE THE CELLAR CLASSIC WINES OF CALIFORNIA DICK BLICK ART MATERIALS CM SCHOOL SUPPLY ADVANTAGE SLASE AND MARKET COPY GROUP CRANE ARCHITECTURAL GROUP LACMA LA FITNESS LA MIRADA THAETER OF PA BRIAN TORRES DESIGN LUX SALON MIMIS CAF LUCKY FIND ANTIQUES

GOLFERS PARADISE FULLERTON GOLF COURSE THE MELTING POT LA CRUMBRE WINE TASTING ARDVARK TEACHER SUPPLIES ALLSTATE INSURANCE OMNY COPY WAREHOUSE BRECHTEL ARCHITECT AMOCA 24 HOUR FITNESS PREFORMING ARTS CENTER CSUF HAYDEN DESIGN UNITY SALON KNOWLWOOD BRICK BASEMENT

Evaluation:

A four point scale of message acceptance will be used to measure the success of our solicitation presentations: 4= Donation. After hearing our key messages and reviewing our solicitation packet awareness of All the Arts for All the Kids Foundation, its cause, its impact,

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and its need for community support elicits a donation. Positive awareness established.

3= Information request. After hearing the key messages associated to this campaign a business agrees or requests to accept and review our solicitation package to become more familiar with All the Arts for All the Kids Foundation, its cause, its impact and its need for community support. Awareness is established.

2= Key Messages. Completed presentation of key messages. Cursory awareness of All the Arts for All the Kids Foundation is established.

1=Busy, No interest. Presentation is unsuccessful in presenting our key messages. No awareness established.

Evaluation continued Also a pre and post campaign survey of awareness related to All the Arts for All the Kids Foundation will be implemented to measure awareness changes in the community. The survey will measure awareness of the following topics; All the Arts for All the Kids Foundation name recognition, Pins, Pots and Possibilities event awareness, awareness of the positive impact of arts education on student development, awareness of the presence of comprehensive arts education within the Fullerton School District, and awareness of the need of community support to continue comprehensive arts education in the Fullerton School District.

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Timeline: 2008 September 15 Client letter of agreement September 15-30 Research -Write public relations plan. September 30- October 3 Solicitations October 3- October 13 Pre Campaign Awareness Surveys October 6-18 Press Kit Delivery (pre event): Press releases Media alerts Calendar events Artist bios October 18 -Event: Pins, Pots and Possibilities October 19-26-Feature Articles Delivery (post event) -Post Campaign Awareness Surveys. October 27- December 1-Campaign evaluation.

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Citations Smith, Ronald D. (2005). Strategic Planning for Public Relations. New Jersey: Lawrence Erlbaum Associates, Inc.

Judd, Marsha. (2008, September). Personal Interview.

Eschner, Lauralyn. (2008, October). Personal Interview.

All the Arts for All for All the Kids Foundations website provided the comprehensive information used in writing this public relations plan. (www.allthearts.org).

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