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					                                                Situation Analysis   1


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                                                                         Situation Analysis       2


EXECUTIVE SUMMARY
Purpose of Campaign
       The Oconee River Watershed area, which includes Athens-Clarke, Baldwin, Barrow,
Jackson, Madison, Oconee, Oglethorpe and Walton counties, has some of the most beautiful
landscapes in the entire state. The captivating scenery, however, is often juxtaposed against rapid
development designed to accommodate population increases and societal changes. These
competing goals often pose complex concerns, but they have a simple solution: flexible land
conservation easements. These easements can be complex procedurally, but they provide
significant benefits to landowners. Through land conservation easements, Oconee River Land
Trust (ORLT) has successfully preserved over 2,000 acres of land despite numerous challenges.
        The campaign team worked to assist ORLT with continuing its noble mission by
increasing ORLT’s presence in the community, modernizing its recruitment methods and
promotional approach, and providing relief to a fiercely dedicated but overworked leadership.
Inspired by both the benevolence of ORLT’s mission and the commitment of its leadership, the
team launched a campaign designed to bring attention to ORLT’s land conservation program.
Working closely with ORLT’s board of directors and its executive director, the team was able to
create, develop and update initiatives that will benefit ORLT in the future.


Research Completed for the Campaign


Landowner Interviews


Five landowners, all of whom have elected to protect their land through ORLT, participated in
personal interviews with the campaign team. The focus of these interviews was to find out what
factors motivate residents to conserve their land. Additionally, the campaign sought to uncover
the appeal of ORLT in particular. The organization constantly faces challenges when recruiting
landowners to conserve land. Identifying the psychographic characteristics of current
landowners is valuable to ORLT, as it will allow them to use these factors to actively recruit new
landowners. ORLT should also consider these factors when creating events and recruiting
volunteers, members, and supporters of the ORLT mission. The central themes discovered
during these interviews include:
                                                                          Situation Analysis        3


      Each landowner believes that preserving green space is not only personally fulfilling, but
       is critical in ensuring that future generations will continue to enjoy the benefits of the
       land.
      ORLT landowners believe that maintaining scenery and natural habitat is a top priority.
      ORLT landowners believe that preserving land for recreational and environmental
       reasons are more compelling than tax incentives.
      ORLT landowners appreciate the flexibility of conservation easements because they still
       can use portions of their land for financial or commercial reasons without violating the
       terms of their easement.
      Word-of-mouth is the primary way that these landowners found out about conservation
       easements and the benefit of protecting their land through ORLT.
      ORLT landowners expressed a strong interest in attending more ORLT events so that
       they can become more involved with the organization.
      The majority of ORLT landowners interviewed have strong intentions of passing their
       land to their children.
      ORLT landowners have noticed ORLT's passion and appreciate the friendly relationship
       that the organization maintains with them.

University of Georgia (UGA) Students


The campaign surveyed a simple random sample of 177 UGA students to gauge their interest in
becoming ORLT volunteers and members as well as their general awareness of the organization
and land conservation. While students are seasonal residents and typically not landowners, they
are still an important target audience that can provide support and energetic volunteers for
ORLT. Currently, ORLT is not utilizing this group. The campaign seeks to involve students
more. These finding were used to create a new student membership program for ORLT and plan
events that appeal to UGA students. The key findings from online surveys include the following:

      89 percent of UGA students want to support an organization that protects green space.
      Only 28 percent of students are aware of ORLT.
      Only 40 percent of students are aware of what a land trust’s purpose is.
                                                                          Situation Analysis       4


       64 percent of students are interested in learning more about ORLT.
       39 percent of students are interested in becoming student members of ORLT.
       Of the students interested in becoming ORLT student members, 51 percent are willing to
        pay $10 a year for a student membership.
       55 percent of surveyed students indicated that volunteer opportunities were the most
        compelling incentive for a student membership program.

There are approximately 33,000 UGA students, the majority of which reside in Athens for four
to five years and are at least somewhat involved in the community. These findings show that
there is a willingness to volunteer with ORLT and become student members. Additionally,
exposure to ORLT will educate these students about the importance of land conservation and
when they become landowners, they may have a greater interest in protecting their land with
conservation easements.


Oconee River Watershed Residents That Have Yet to Conserve Land


Approximately 99 residents in five of the eight counties ORLT serves were surveyed. Paper
surveys were left at schools, local businesses, restaurants, libraries and bookstores. Additionally,
the ORLT campaign surveyed patrons face-to-face at the Athens Farmer's Market. These areas
covered diverse audiences with different interests, financial situations and backgrounds. The
paper surveys gauged awareness of ORLT, land conservation issues and interest in supporting
ORLT. This information is valuable to ORLT because it shows what gaps exist between the
organization and the communities it serves. ORLT can use this to educate the public about land
conservation and the benefits of conserving land with ORLT. The results from these paper
surveys include the following:

   Approximately half of the respondents own land in Georgia. Most of these individuals
    currently reside on the land.
   A majority responded that they would not be interested in participating in the Georgia Shares
    program.
   93 out of 96 respondents view land conservation as a worthy cause.
                                                                         Situation Analysis           5


   Only 2 out of 97 respondents believe that land preservation has adverse effects on the
    economy.
   71 out of 97 respondents would not like to see more land development in their community,
    due to their preference for green space.
   The majority (over 60 respondents) of surveyed residents would like to see more land
    conservation in their community.
   48 out of 97 respondents are interested in protecting their land from future development.
   Of the potential ORLT events listed on the survey, the majority of the residents (54
    respondents) are interested in a blue grass concert.
   Respondents stated that they would support ORLT by attending events (67 respondents),
    fundraising (86 respondents), and volunteering (51 respondents). 55 respondents stated that
    they would not donate money.
   Most surveyed residents expressed a lack of interest in ORLT membership.

The respondents’ overwhelming interest in land conservation indicates that a significant portion
of residents are good candidates for ORLT membership and stewardship programs. Many of
these residents find that land conservation is a worthy cause and would like to support ORLT in
some fashion. These statistics also show that the resident’s desire to protect land is disconnected
from their understanding of ORLT’s role in land conservation. This indicates that the public
needs to be informed about land conservation. Furthermore, most respondents expressed no
interest in becoming ORLT members, therefore ORLT should emphasize that ORLT
membership is an effective means of supporting land conservation. ORLT needs to generate
excitement about its membership program or focus on creating other ways residents can become
involved with the organization.


Campaign Achievements

       Updated the ORLT logo
           o The campaign created a more distinct logo that can be easily integrated into
               ORLT materials.
                                                                     Situation Analysis       6


       o This contemporary design will hopefully become a widely recognized image that
           will inspire positive attitudes about the organization.

   Updated the ORLT Web site
       o The campaign team redesigned the layout to make the site more comparable to
           today's leading Web sites.
       o Reorganized the content to make it easier to navigate.
       o Updated the information on the site about ORLT easements.
       o Added a photo gallery of ORLT’s current conservation easements to make the
           Web site more aesthetically pleasing.
       o Implemented a new user-friendly editing program (WordPress) that allows the
           executive director to update the Web site quickly. This program is valuable to
           ORLT because it allows the executive director to simply type in the new material
           and does not require knowledge of HTML coding. Removing the need to
           continually contact the outsourced webmaster eliminates unnecessarily long
           periods before the Web site is updated, which impede communication between
           ORLT and its publics.

   Updated business materials such as the brochure, newsletter, and tri-fold. Created a
    PowerPoint presentation to be used in lectures and speaking engagements. Additionally,
    the campaign team provided ORLT with templates for these materials so they can be
    easily updated.
       o Updated the design of materials.
       o Updated the content within materials.
       o Created a consistent look for all promotional materials to brand ORLT.

   Developed an unpaid internship program for ORLT.
       o Each semester, a public relations intern will help ORLT communicate more
           effectively with its publics, plan innovative fundraising and community events,
           maintain a high caliber of communication materials, and ease the strain on the
           overworked ORLT staff.
       o Specific duties of the intern will be:
                                                                     Situation Analysis        7


                  Planning, coordinating and promoting new events such as benefit concerts,
                   percentage nights, speaking engagements, membership events, etc.
                  Updating and managing the Web site, Facebook page and Flickr account.
                  Proactively maintaining local media relations: pitching articles, writing
                   feature stories and PSAs.
                  Managing the student membership program-recruiting, creating volunteer
                   opportunities and planning student membership events.
                  Producing a quarterly newsletter that informs members about ORLT
                   achievements and activities.

   Developed new and innovative fundraising events and initiatives that will increase both
    the visibility of ORLT and the amount of funds that ORLT receives.
       o Donation Jar
                  Placed donation jars at local Athens businesses. Patrons of these
                   establishments may donate anonymously to ORLT.
                  Periodically ORLT will monitor these jars and collect the money so that it
                   can be used to cover basic ORLT costs.
                  Jars can also be used as a fundraising tool at various ORLT events and
                   speaking engagements.
       o Music at the Farm Event, Nov. 19, 2009
                  The event took place at Farm 255, located in downtown Athens.
                  Farm 255 was interested in helping ORLT and donated the venue for the
                   night from 10:30 p.m. to 2 a.m.
                  The campaigns team recruited three bands, each volunteered to play at this
                   event.
                  A $5 cover charge raised $472 for ORLT.
                  Event was promoted through fliers distributed around Athens and the
                   UGA campus, a Facebook Event page, listservs, local calendar listings,
                   PSAs and placements in publications and Web sites.
                  Since Farm 255 and the bands expressed an interest in helping support
                   ORLT, there is potential to develop this initiative into an annual event.
                                                                   Situation Analysis         8


       o Bake Sale Event
                 Reserved a spot at Tate Plaza located on the UGA campus.
                 Local businesses donated baked goods.
                 Rather than charge a set price, patrons were asked to “pay what you can.”
                 Provided presence for ORLT on the UGA campus.
                 Raised $132 for ORLT.
       o Barberitos Percentage Night
                 Publicized via Facebook, listservs and word-of-mouth.
                 Raised $50 for ORLT.
       o Future Event: Kayaking Down the Broad
                 Partnering with Broad River Outpost.
                 Students will pay to kayak down the Broad River.
                 ORLT will use Broad River Outpost for kayak rentals and transportation
                  to and from the kayakers’ cars.
                 This event would be a great opportunity to expose students to ORLT and
                  recruit members for its student program.
       o Future Program: Georgia Shares
                 Through Georgia Shares, participants can donate a portion of their
                  paychecks to the nonprofit organization of their choice.
                 It is recommended that ORLT apply for this program in fall 2010 when
                  Georgia Shares is accepting applications.

   Developed and implemented a Student Membership program.
       o Membership will be available to students at a reduced cost of $10 (Junior Dawg
          Membership), $15 (Big Dawg Membership), and $20 (Top Dawg Membership).
       o This will provide additional funding for ORLT.

   Developed new relationships between ORLT and the community.
       o Movie night at Athens-Clarke County Library
                 The film 11th Hour was shown.
                 Athens-Clarke County Library was cooperative and potentially interested
                  in continuing to work with ORLT.
                                                                      Situation Analysis        9


                  This is a key relationship as the library plans several established events
                   throughout the year, serves a diverse audience and is a great place to target
                   family-oriented individuals who may be interested in preserving land with
                   ORLT.
                  This venue is free and multi-functional which affords ORLT flexibility to
                   host a variety of events.
       o Contacted and made a connection with Earth Fare regarding Friends of the Month
           Program
                  For an entire month, Earth Fare will donate 5 cents to ORLT each time a
                   customer brings a reusable shopping bag for groceries.
                  ORLT will visit Earth Fare to provide customers with information about
                   the organization and offer volunteer opportunities.
                  This relationship allows ORLT to target an audience with more financial
                   means who have already aligned themselves with environmental interests.
                  Created a relationship with Earth Fare, who seems interested in working
                   with ORLT in the future.
       o Contacted the EcoFocus director about ORLT and its mission. This is traditionally
           held at Ciné located in downtown Athens.
       o Contacted and secured the sponsorship of local businesses for bake sale benefiting
           ORLT.
                  Ike & Jane Café and Bakery, Black Forest Bakery, 1000 Faces Coffee and
                   Mama's Boy provided donations for the event and are interested in helping
                   ORLT in the future.
       o Initiated a beneficial relationship with Barberitos, which sponsors a percentage
           night every week.

   Implemented new public relations strategies for ORLT
       o Social Media: This is currently one of the most popular means of communication.
           These Web sites are free, reach a targeted audience, and modernize ORLT's
           promotional approach. This makes it easier for ORLT to reach new
           demographics.
                                                                        Situation Analysis     10


                    Facebook
                             Fan Page and Business Page: provide places to place pictures,
                              promote events, and inform these networking communities of
                              ORLT events, activities and achievements.
                             Facebook Causes: allows ORLT to collect donations online and
                              promote itself as a nonprofit organization.
                    Flickr
                             Photo Gallery of ORLT conservation easements.
                             This gallery is the source for the photos placed on ORLT’s Web
                              site.

Recommendations for Future Campaigns Classes

      Continuing Efforts/Sustainability:
          o Generally:
                    Strengthen relationships between the client and supporters while
                     continuing to add more sponsors to support its mission.
                    Make all tactics and strategies easy to understand, maintain and alter. This
                     will increase the effectiveness of your campaign and will provide the most
                     benefit to your client.
          o Specifically for ORLT
                    Continue to establish the relationship with the Athens-Clarke Library,
                     Farm 255, Earth Fare, Ike & Jane Café and Bakery, Black Forest Bakery,
                     Barberitos and other local businesses.
                    Create new relationships with other local businesses.
                    Attend and promote ORLT events.
                    Encourage students to volunteer with this organization.
                    Develop alliances with organizations that have goals compatible with land
                     conservation.
                    Continue to implement and promote the Student Membership Program.
                    Continue building relationships with current ORLT landowners and
                     actively recruit new ORLT landowners.
                                                                       Situation Analysis       11


Time Worked

Twelve students worked a combined total of # hours outside of class this semester. This total

is equivalent to one person working more than
                                                           Situation Analysis        12


Table of Contents


Executive Summary
       Research Completed                                                       5
       Campaign Achievement                                                     8
       Recommendations for Future Campaigns Classes                             11
       Time Worked                                                              12
Situation Analysis
       What is Oconee River Land Trust                                          12
       History of the Organization                                              13
       History of Land Trust Development                                        14
       How ORLT is Organized                                                    14
       How are Conservation Easements Selected                                  15
               Guide to Stewardship Calculation                                 16
               Oconee River Land Trust Project Prospects                        18
       How to get involved                                                      21
       How Donations are Distributed                                            22
       Past and Present ORLT Programs and Special Events                        23
       Past/Present Promotional Efforts                                         24
       Competition                                                              25
       Works Cited                                                              31
       Strengths, Weaknesses, Opportunities, and Threats
               Strengths                                                        32
               Weaknesses                                                       33
               Opportunities                                                    34
               Threats                                                          34
       Primary Needs                                                            35
       Scope                                                                    36
       Research                                                                 36
       ORLT Key Audiences                                                       36
       Audience Segmentation                                                    38
                                                 Situation Analysis        13


       Logo                                                           45
Goals and Key Objectives
       Research                                                       45
       Awareness                                                      46
       Information                                                    47
       Fundraising                                                    47
Key Message                                                           48
Strategies and Tactics                                                49
       Special Events Implemented in Fall 2009
               Athens-Clarke County Library                           49
               Barberitos Percentage Night                            52
               Celebration of the Land                                54
               ORLT Bake Sale                                         56
               A Night for Unity                                      59
               Music at the Farm                                      62
       Special Events Planned for the Future
               EcoFocus Film Festival                                 66
               Kayaking Down the Broad                                70
       Traditional Promotional Materials
               Tri-fold                                               73
               Brochure                                               74
               Newsletter                                             75
               Web site                                               76
               PowerPoint                                             78
               Feature Story                                          79
               Google Alerts                                          80
       Social Media
               Facebook Page                                          81
               ORLT on Flickr                                         83
                                           Situation Analysis         14


Programs
         ORLT Student membership Program                        85
         ORLT Internship                                        89
         Donation Jars                                          93
Future Programs
         Georgia Shares                                         94
         Friends of Earth Fare Program                          96
Sustainability                                                  100
Budget                                                          103
         Budget Rational                                        109
Gantt Chart                                                     112
                                                                         Situation Analysis         15


SITUATION ANALYSIS

What is Oconee River Land Trust (ORLT)

ORLT is a private, nonprofit land conservation organization formed in 1993. The mission of
ORLT is to conserve natural lands through conservation easements to protect water quality,
preserve wildlife habitat, and enhance the quality of our lives and those of future generations.
ORLT is committed to preserving many different types of land including forests, river and
stream corridors, wetlands, wildlife habitat, productive farms and timberland, historic sites and
scenic views. A conservation easement is a voluntary land preservation agreement between a
landowner and a qualified land protection organization (like ORLT). The contract is binding, and
typically restricts real estate, commercial and industrial development for the purposes of land
conservation. The property remains the private property of the landowner.


Landowners are required to pay certain fees when entering a conservation easement contract.
These fees include a title report, a survey (where necessary), and two contributions to ORLT.
The first contribution is made at the beginning of the project, and simply supports ORLT’s
efforts to protect land. The second contribution comes at the end of the project when the
easement is signed. The second contribution is known as the stewardship contribution. Once a
landowner's land becomes a conservation easement, the value of the land will decrease. To help
landowners with the loss in value, both the federal government and the state of Georgia offer
financial incentives to landowners who voluntarily conserve their land. In some Georgia
counties, local governments also provide incentives for land conservation. The financial
incentives include deductions from federal and state income taxes, a state tax credit, and
potentially property tax and estate tax savings. The amounts of these incentives differ depending
on the circumstances and the landowner’s tax situation. ORLT suggests that landowners work
with professional tax and legal advisors and “run the numbers.”

History of the Organization

ORLT has come a long way since its inception in 1993. Although ORLT now focuses on
privately contracted land conservation easements, it was originally formed to create a greenway
                                                                         Situation Analysis        16


along the Oconee River. The organization was founded by the following individuals: Madeline
Van Dyck (President), Daniel Hope III (Vice President), Terry DeMeo (Secretary), Laurie
Fowler (Counsel), Albert F. Ike, Hans Neuhauser, W. Robisnson Fisher, Milton Hill, and Walter
F. Cook. ORLT has continued to promote the original vision of preserving natural landscapes in
Athens and surrounding areas. To date, ORLT owns one property and holds 28 conservation
easements in eight Northeast Georgia counties, protecting more than 2,000 acres of land.

In August 2009 ORLT achieved accreditation from the Land Trust Accreditation Commission.
The Commission is an independent program of the Land Trust Alliance that thoroughly reviews
the policies and programs of accreditation applicants to ensure selected land trusts adhere to
nationally recognized standards. The application and evaluation process involved a year of
dedicated effort led by Executive Director Steffney Thompson and board members Dan Hope,
John Willis and Ken Jarrett. ORLT is now one of only 78 nationally accredited land trusts. This
achievement signifies to the public that ORLT will continue to operate according to the highest
standards under the guidance of the Land Trust Alliance, thereby strengthening the credibility of
ORLT.

History of Land Trust Development

The growth of national and statewide land trusts demonstrates the growing significance of
organizations like ORLT to the general population. During the 1980s, publics began to widely
recognize the importance of land conservation for future generations. Before 1985, less than 500
land trusts had been established in the United States. However, according to the 2005 National
Land Trust Census, the next 20 years showed incredible growth. During this time, nearly 1,667
nonprofit land trusts developed in the United States (not including national land trusts); 24 of
these were in Georgia. Nationally, the number of acres protected by conservation easements
increased 54 percent between 2000 and 2005. The census notes that 87,643 acres of land in
Georgia have now been protected through easements (ORLT spring 2007 newsletter).

The history of the Land Trust Alliance correlates with this trend of expansive growth. It was
established in 1982 but did not fully develop into the overarching authority of standards until
more recently. The Land Trust Accreditation Commission was not formed until 2006, and this
                                                                              Situation Analysis   17


program was not fully operational until 2008.


The establishment and success of land trusts must be maintained in order to protect the contracts
to which they commit. According to a survey by the Land Trust Alliance, more than 80 percent
of land trusts consider it likely that some of its easements will not be protected in 100 years due
to financial threats. Only 8 percent consider it likely that they will still be able to fulfill
stewardship at that point. The future of land trusts depends on securing financial stability and on
maintaining the interest of key publics through awareness, education and communication.

How ORLT is Organized

ORLT’s leadership consists of one executive director and 16 board members. The executive
director holds a paid staff position, and is in charge of securing land stewardship, basic business
operations, recruiting ORLT members, and drafting land conservation easements. The board
members are dedicated volunteers and assist the executive director, providing input regarding the
decisions made on behalf of ORLT. Many of these board members also help in surveying the
land, planning and organizing the annual membership event, and representing ORLT within the
community.


In addition to the leadership positions within ORLT, the organization also has other participants
such as members and landowners who choose to conserve their land through ORLT. Members
of ORLT are not required to attend any meetings, but rather make an annual financial
contribution. There are varying levels of membership. These levels are determined by the
monetary contribution to ORLT. Current membership levels are as follows: Land Saver ($30),
Land Steward ($50), Land Protector ($100), Land Conservator ($500), and Trustee of the Land
($1,000+). These members are crucial to ORLT's ability to carry out its mission, as they provide
ORLT with an important portion of the funds needed to run the organization. Members receive
benefits including admission to ORLT's annual membership event, a quarterly newsletter,
apprising them of ORLT news, and the goodwill of helping protect land in their communities.


Landowners are crucial to the land trust, as they provide the green space ORLT protects.
Landowners can protect their land individually or by establishing a conservation community.
                                                                               Situation Analysis        18


ORLT has recently protected over 101 acres of land through its newest conservation community,
Orange Twin. In order to protect land with ORLT, landowners must meet specific federal
qualifications. The organization inspects the land to determine if they would like to protect it,
and if approved, the land trust begins working with the landowner to develop the easement.
Pursuant to these agreements, landowners retain ownership and use of their land, but have
protected the land from further development.

How are Conservation Easements Selected

In order for ORLT to approve a conservation easement, it must find a public asset the land
provides, which could include scenic views, enhancement of water quality, natural habitat, or
farming. Landowners are responsible for contacting ORLT and expressing their interest in the
conservation easement process. The initial contact, either by phone, e-mail, or standard mail will
constitute a general information session. Here ORLT will discuss what a conservation easement
is, what the organization does, and the process of turning the interested landowner's property into
a conservation easement. If the interested landowner wishes to proceed to the next step, ORLT
will meet with them personally to survey their land. Below, the process of ORLT's conservation
easement is explained in more detail, such as the cost of the easement. Below is a chart showing
how to determine stewardship costs.

                                Guide to Stewardship Calculation

     Acres          Base      Additional amount for above      Additional Donation:         Legal    Total
                                   average reserved
                                                            Consider extreme perimeter,
                  Donation                                                                 Defense
                                  rights and land trust
                                                            distance to property, number
                                   oversight needed
                                                               of abutting neighbors




     < 100         $3,500       To be determined on         To be determined on a $1,500

                                a case by case basis           case by case basis
                                                                        Situation Analysis      19




   101-300         $5,000                                                        $1,500




   301-500         $7,500                                                        $1,500



     >500          To be                                                         $2,000

                determined



 Conservation     $10,000                                                        $3,000
 subdivision,

  < 50 acres



 Conservation     $15,000                                                        $5,000

 subdivision,

   >50 acres

This personal meeting also allows the landowner to discuss their plans for the land, which could
include some degree of development, including, but not limited to, timber harvesting,
construction of a building, construction of a road and/or construction of a pond. The board must
approve these activities. The greater the number of special provisions in an easement, the greater
the contribution requested by ORLT. During the meeting, ORLT follows its “Project Prospects”
(see below) in order to create a summary for the board members to either approve or deny.
                                                                       Situation Analysis   20


                           Oconee River Land Trust Project Prospects

Project name:

Property size:

Evaluators:

Date property visited:

Date submitted to Board:

Owner:

Address:

Telephone:

Location:

Transaction type:

Description of property:

Landowner’s short and long-term plans for property:

Landowner’s conservation intent and acreage proposed:

Rights landowner proposes to reserve:

Adjacent/nearby landowners’ conservation intent:

Options/alternatives for achieving landowner’s goals:

Threats to land:
                                                                          Situation Analysis        21


Time constraints:

____1. The project is compatible with ORLT’s mission.

____2. The project is compatible with ORLT’s strategic plan.

____3. The property is of sufficient size that its conservation resources are likely to be sustained
       or there is potential for adding more acreage in the future or sufficient neighboring
       property is either already protected or will be. Note, for some types of resource
       protection, large parcels are preferred; in other cases smaller properties may accomplish
       the land trust’s purposes.

The project must provide public benefit, and thus must meet at least one of the following
factors:

___1. Protecting this land would further a local, state or federal conservation policy/plan

___2. The property has special environmental, historical, or aesthetic significance

___3. The property contains or buffers rare/endangered plants, animals or natural communities

___4. The property contains or buffers relatively natural wildlife habitat, exemplary or critical
       ecosystems, or natural features such as: wetlands, wildlife migration routes/wintering
       areas, undeveloped bottom lands, or provides connection between two such areas

___5. Property has educational or scientific value

___6. Active farm or forestry land

___7. Project contains important hydrologic features that protects water supply, water resources,
       wetland habitat or for providing natural flood control such as: wetlands, floodplains,
       streams, riparian corridors, aquifer recharge areas, lake shores

___8. Land borders or affects the integrity of a significant stream or river
                                                                        Situation Analysis   22


___9. Land borders already protected land (or soon to be protected)

___10. Land is important for scenic enjoyment of the public from public areas

___11. Land has historical or cultural or archaeological significance

___12. Property is in rapidly developing area

___13. Public access allowed

Additional public benefit considerations:

Practical considerations:

___1. ORLT can easily access conservation easement area

___2. ORLT has financial and staff capacity to monitor and defend parcel

___3. ORLT has staff time to complete project within donor’s time frame

___4. Stewardship contribution can be made or acquired

Factors that weigh against project, consider:

___1. Monitoring difficult (ie., many different landowners, difficult terrain, complicated
       reserved rights)

___2. Many abutting landowners

___3. Potentially contentious reserved rights

___4. Project is controversial in the community

___5. Evidence of hazardous waste

___6. Title problems
                                                                         Situation Analysis         23


___7. Parcel is very small

___8. Public benefit appears minimal

___9. Will be very time-intensive for land trust due to complications with boundaries,
       ownership issues, survey problems

Marginal Projects

ORLT may occasionally accept a marginal project, provided all of the following are true:

   1. No reasonable conservation alternative exists, including revising the project
   2. The project is consistent with the land trust’s mission
   3. Public benefit will be derived
   4. The project will not be an unreasonable drain on the land trust’s resources
   5. No ethical or public image problems are involved

Recommended project contribution: $500 _____$1,000 _____ or $_____

Recommended stewardship contribution: $___________ (see discussion below)

The board is to use the table to guide its discussion on stewardship contributions, and the final
amount is subject to board discretion.

ORLT will use this information and present a summary of the project to the board members. If
the summary meets the board’s requirements for protection they will approve the project and the
process for protection will begin.

How to get Involved

As a nonprofit organization, ORLT depends on the Athens community and surrounding areas for
support. Below are the many ways people can get involved and volunteer with ORLT:
                                                                           Situation Analysis       24


1. Conservation Easements

Local landowners can partner with ORLT in a conservation easement to permanently protect
their land. The ORLT staff maintains a quality relationship with easement owners to facilitate the
protection and stewardship of their land.

2. Membership

Individuals can register as members of the organization, showing support for the cause through
membership fees. Additionally, membership events and volunteer opportunities are available for
members. This is discussed in more detail below, along with past/present events and promotions.

3. Donations

Publics can choose to support ORLT financially, independent of membership fees. This could
include corporate sponsorships, attending or supporting fundraising events, or simply placing
spare change in donation jars. Publics may also choose to participate in Georgia Shares once
ORLT establishes its connection to this program.

4. Volunteer Opportunities

ORLT provides volunteer opportunities for publics such as walking the land on monitoring days,
coordinating and promoting events, etc. ORLT will soon have a student intern to help generate
more volunteer opportunities and communicate these opportunities to members.

How Donations are Distributed

The contributions are divided by general funds, which support staff, supplies, rent and other
office necessities. If the contribution states that it is specifically for a stewardship then the money
would go directly towards that cause. This type of contribution funds stewardship efforts such as
monitoring, landowner relations and enforcement.
                                                                           Situation Analysis       25


Past and Present ORLT Programs and Special Events

Membership: The membership program is the only ORLT program established to date, but it has
been significant in generating donations. Members are one of the most important components of
continuing the mission of ORLT. The program allows participants to choose the annual
membership fee that best suits them personally; ORLT provides the following options: Land
Saver ($30), Land Steward ($50), Land Protector ($100), Land Conservator ($500), Trustee of
the Land ($1,000+). ORLT will now also include a student membership option for a reduced fee
of $10.

Membership Event: ORLT hosts an annual membership event to show the organization's
appreciation of this group. It typically takes place in November and members are urged to bring
family, friends and those potentially interested in becoming a member. ORLT entertains guests
with fall festivities such as hay rides, face painting for children and marshmallow roasting. Cider
and homemade cookies are also provided. Although the number of guests who participate each
year varies, the event has successfully created a familial bond between ORLT members and staff.

Spirit of the Land: In the past, ORLT has formed an alliance with the Athens Land Trust (ALT)
to host the Spirit of the Land event at the State Botanical Garden of Georgia. There have been
four such events to date. Spirit of the Land typically includes an art exhibition and sale during
the day, and a gala event later in the evening. In spring 2008 these land trusts sold tickets to the
gala for $40 in advance and $50 at the door. The evening included music from local band
Grogus, wine tasting, hors d'oeuvres, a silent auction and an art sale. This has been a successful
event in the past; however, it can be a financial strain on the land trust when incurring the initial
cost of organizing the event.

Monitoring Day: ORLT organizes an annual monitoring day where publics can help ORLT staff
survey the land. The event typically takes place in late winter due to the favorable outdoor
conditions (low humidity, few bugs, etc.). On this day volunteers learn the basics of the
monitoring process, receive a packet including information for the property they will survey, and
go to that property with an experienced monitor to walk the property. ORLT provides coffee in
the morning and sack lunches for the walk. Besides helping ORLT carry out this function, the
                                                                         Situation Analysis     26


day provides the public with an opportunity to see how land trusts work as well as to explore the
land ORLT works so hard to protect.

Past/Present Promotional Efforts

As a nonprofit organization, ORLT has limited funds to implement costly forms of promotion.
Nevertheless, ORLT has incorporated a number of tactics that have been successful in generating
effective communication in the past. These tactics include:

Newsletter to members: To maintain communication with members, the ORLT staff composes a
quarterly newsletter. This is one of the best ways to reach members because many of them do not
utilize online communication such as e-mail, blogs, etc.

Postcards: ORLT sends “Save the Date” postcards to members to remind them of the upcoming
membership events.

Direct Mailing Campaign: One of the most successful communication endeavors for ORLT in
soliciting new members has been the direct mailing campaign. Specifically, in 2006, the
organization launched a successful membership drive that resulted in 88 individual donations.
Unfortunately, employing direct mail campaigns is not always possible for ORLT due to budget
restrictions.

Print and Radio Ads: ORLT supplemented the above membership drive through print and radio
communications to address its audience.

Press Releases: ORLT has initiated communication with other publics by pitching press releases
to announce important developments within the organization and upcoming special events. Most
of ORLT’s previous news coverage (aside from Spirit of the Land events) dryly states the
addition of easements, legal battles to defend them, and the occasional blurb about membership
events. Since newsworthy events are not as easy to come by for this type of organization, ORLT
must create its own news. To create news, the land trust can write feature stories on landowners
and board members, as well as create new events like benefit concerts.
                                                                          Situation Analysis       27


Web site: The ORLT Web site fulfills some of the organization's communication needs;
however, the current site leaves room for improvement. Although it includes brief descriptions of
ORLT, conservation easements, the functions of land trusts, and ORLT news, much of this
information is outdated and includes contradictions. Ideally the site should contain more depth
on all of the above points: information about each easement ORLT holds, photographs of the
land, links to important sites such as the Land Trust Alliance, more information about
accreditation, access to every available online article mentioning ORLT, photographs from
events, and more. ORLT has not yet initiated communication through social media tools.

Brochure and Tri-fold: ORLT currently has brochures and a tri-fold to present organizational
information to interested publics. At this point, both fulfill its purpose but should be updated
periodically to provide the most effective communication to publics. The promotional materials
also lack consistency in appearance and information provided.

Competition

Other Land Easement Organizations

Even though ORLT has supporters, the organization must endure competition. The most obvious
source of competition for ORLT is the other land trusts in the state of Georgia. ORLT gained
some advantage since its recent accreditation, but there are three other accredited land trust
organizations in the state. These organizations include Athens Land Trust (ALT), Central
Savannah River Land Trust (CSRLT), and Mountain Conservation Trust of Georgia (MCTGA)
(Land Trust Alliance, 2009).

ALT's mission is “to promote quality of life through integration of community and the natural
environment by preserving land, creating energy-efficient and affordable housing, and
revitalizing neighborhoods” (Athens Land Trust, 2009). Due to the fact that ALT's mission
focuses on creating affordable housing in the community it is not in direct competition with
ORLT; however, there can be confusion within the state regarding the differences between the
two organizations.
                                                                        Situation Analysis        28


CSRLT's mission is “to preserve these areas of natural beauty today, and leave a legacy of
environmental stewardship that lasts for generations” (Central Savannah River Land Trust,
2009). This organization focuses on protecting the waterways that connect to the central portion
of the Savannah River, in comparison to ORLT's focus towards the Oconee Watershed. Since
ORLT has expanded and now covers eight counties in Georgia, it is important to include this
organization in ORLT's competition list.

MCTGA is “dedicated to the permanent conservation of the natural resources and scenic beauty
of the mountains and foothills of North Georgia through land protection, collaborative
partnerships and education” (Mountain Conservation Trust of Georgia, 2009). MCTGA was
created in 1991 and protects land in Northern Georgia, mostly near the growing Atlanta region.
While this organization focuses on the mountain region, they still overlap areas and counties
targeted by ORLT.

All three of these organizations emphasize preservation for future generations, so there may be
some confusion within interested communities concerning which land trust organization would
best suit them according to their needs.

Another competitive land trust organization that is not accredited is the Alabama Land Trust and
the Georgia Land Trust partnership. Both organizations missions' are to “protect land for present
and future generations” in both Alabama and Georgia (Georgia Land Trust, 2009). Because this
partnership of the two is larger and spans two adjacent states, the locations covered may overlap
land in which ORLT has interest.

Economic Developers

Economic development also generates competition to land preservation in general. The first issue
with economic development is that it converts Georgia's open land into retail and housing
developments, reducing green space and possibly affecting water quality.

The second issue is community members may perceive economic development as a positive
action in their community and think land preservation hurts the economy. While the primary
research indicates interested community members believe land conservation does not take away
                                                                       Situation Analysis   29


from economic development, it is still an issue found in previous research. ORLT has attempted
to make contact with local developers to establish a relationship; however they have had
difficulty doing so. Below is a list of Georgia developers, divided regionally, ORLT can
consider competition to its mission.

Central Georgia

       Macon Economic Development Commission

       Houston County Development Authority

       Dublin-Lauren County Development Authority

       Covington-Newton County Chambers of Commerce

       Fayette Co. Development Authority

       McIntosh Trail Regional Development Center

       Development Authority of Jasper County

       Atlanta Development Authority

       Clayton County Economic Development

       Swainsboro/Emanuel County Joint Development Authority

       NE Georgia Regional Development Center

       DeKalb County Economic Development

       Barnesville-Lamar Co. Eco Development

       Development Authority of Pike County

       Griffin-Spalding Development Authority
                                                           Situation Analysis   30


       Cobb County Economic Development

       Gwinnett County Planning and Development

       Douglasville Economic Development Authority

Southeast, Southern and Coastal Georgia

       Effingham County Industrial Development Authority

       Camden County Joint Development Authority

       Brunswick-Glynn County Development Authority

       Liberty County Development Authority

       SE Georgia Regional Development Center

       Okefenokee Area Development Authority

       Toombs-Montgomery Development Authority

       Savannah Economic Development Authority

       McIntosh County Development Authority

Southwest Georgia, Flint and Chattahoochee Valleys

       Cordele-Crisp Industrial Development

       The Valley Partnership

       Blakely-Early County Chambers of Commerce

       Lower Chattahoochee Regional Development Center

      Mitchell County Development Authority
                                                                 Situation Analysis   31


      Moultrie Colquitt County Development Authority

      Albany-Dougherty Economic Development

      Americus-Sumter County Chambers of Commerce

      Bainbridge and Decatur County Industrial Development Authority

      Thomaston-Upson County Industrial Development Authority

      Southwest Georgia Regional Development Center

Northeast Georgia and Savannah River Area

      Augusta Economic Development Authority

      Development Authority of Bryan County

      Athens-Clarke County

      Jefferson County Development Authority

North Georgia and Georgia Mountains

      Tennessee Valley Authority Economic Development

      Tennessee Valley Authority Sites and Buildings

      Cherokee County Development Authority

      Roswell Economic Department

      Cumming Forsyth Chamber of Commerce

      Northwest Georgia Joint Development Authority

      Hall County Economic Development
                                                                          Situation Analysis      32


       Greater Rome Chamber of Commerce

       Coosa Valley Regional Development Center

       Cartersville-Bartow County Eco Development

       Union County Development Authority

       Rabun County Economic Development

       Dalton-Whitfiled Joint Development Authority

       Fannin County Economic Development (www.ecodevdirectory.com/Georgia, 2009)

Besides the land trust organizations and economic developers which constitute direct
competition for ORLT, there are also indirect competitors, such as other nonprofit organizations.
Given the current economic climate, people are more selective when considering the
organizations to which they will donate. A report produced by Indiana University's Center on
Philanthropy found that last year charitable giving suffered its greatest decline in 21 years,
falling billions of dollars (Block, 2009). In addition, “while people have continued to give to
charity during the recession, they're giving smaller amounts. That's significant, because
donations from individuals account for about 75 percent of all charitable giving” (USA Today,
2009). If people are giving smaller amounts they are also giving to fewer nonprofit
organizations. This might not affect ORLT once the economy improves, but for now, other
nonprofits, especially national ones, are considered competitors.

                                            Works Cited

About Land Trusts. Retrieved 2009 from:
       http://www.landtrustalliance.org/conserve/about-land-trusts

Alabama Land Trust, Georgia Land Trust. Retrieved October 7, 2009
       from: http://www.galandtrust.org/
                                                                        Situation Analysis        33


Athens Land Trust in the News. Retrieved November 5, 2009 from:
       http://www.athenslandtrust.org/news.htm.

Block, Sandra. (November 1, 2009). “Charities eye not-so-generous giving season in sour
       economy.” Retrieved from: http://www.usatoday.com/money/economy/2009-11-02-
       charity-giving-economy_N.htm.

Central Savannah River Land Trust. Retrieved November 1, 2009 from http://www.csrlt.org/

Conservation Easements. Retrieved from http://www.landtrustalliance.org/conserve/have-land-
       to-save/how-to-conserve-your-land-1/conservation-easements

Georgia Economic Development. (November 1, 2009). Retrieved
       from http://www.ecodevdirectory.com/georgia.htm#Statewide%20Georgia.

Georgia Piedmont Land Trust (2009). Retrieved November 5, 2009 from
       http://www.gplt.org/index.html.

Oconee River Land Trust. (2007). Retrieved from http://www.orlt.com

Strength, Weaknesses, Opportunities, and Threats

ORLT is in need of a public relations campaign to increase awareness of the organization, raise
funds to support it, and generate effective communication to target publics in Oconee and
Athens-Clarke counties as well as the surrounding areas. Furthermore, it is necessary to inform
the public of the purpose and benefits of conservation easements.

Strengths

ORLT has several internal strengths that can contribute to the success of the organization. ORLT
recently obtained accreditation, which validates the integrity of the organization. ORLT's strong
organizational foundation, satisfied clients, and active board members also establish credible
public relations. Further, the land trust's mission compliments Athens' ecologically-friendly
community. Many audiences with similar interests can be reached through effective public
                                                                        Situation Analysis        34


relations efforts. These audiences include local farmers, UGA environmental departments and
student organizations, and local businesses, such as Farm 255 and Ciné.

      ORLT has a passionate, involved board of directors and a highly dedicated executive
       director.
      ORLT offers a service that may interest those who want to preserve their land.
      ORLT does most of the legwork to ensure that the land conservation easements are
       enforced and conform to national regulations.
      ORLT provides various ways for one to become involved in protecting land. Thus,
       people can choose a level of involvement that suits their personal interests.
      ORLT recently obtained accreditation by the Land Trust Accreditation Commission.
      ORLT benefits from having beautiful conservation easements that provide potential
       landowners with a tangible view.
      ORLT has many satisfied landowners that willingly support the organization beyond their
       initial land easement.

Weaknesses

Along with the several internal strengths of ORLT, some weaknesses remain that must be
overcome or worked around to successfully implement the campaign. First, ORLT has a limited
budget and lacks the manpower to implement a large-scale fundraiser. In a time where Web sites
are essential to effective communication with publics, ORLT needs to update its site regularly.

The other major weakness of this specific campaign is addressing the wide variety of publics,
some of which might not fully understand the function and benefits of land easements, and
therefore might not understand ORLT’s mission.

Even if ORLT’s publics understand the benefits, they might still regard property value as more
important. The publics may also value economic development more than land preservation. The
campaign will promote the benefits of land easements and testimonies from past clients in hope
to overcome these issues.
                                                                       Situation Analysis        35


      ORLT does not have sufficient budget or manpower to promote awareness about its
       cause.
      ORLT’s Web site does not accurately portray its mission, is not aesthetically pleasing,
       and does not provide updated information.
      Conservation easements negatively affect property value and may deter potential
       landowners from participating.
      It is a common belief that land preservation means a decrease in economic development.
      ORLT must reach a variety of publics who may not all share the same goals or interests.
      Many of ORLT’s current members are not easily accessible because they have limited
       access to technology and Internet.
      Some people are unaware of what a land easement entails and therefore might not fully
       understand ORLT’s mission.

Opportunities

Both internally and externally, several opportunities should be optimized within this campaign.
First, the UGA community can be a beneficial tool to ORLT as an untapped public for
volunteers, supporters and potential land donors. Second, green movements have grown in
popularity.

      Environmental issues are becoming much more relevant in political, personal and
       professional discourse. This may spark more interest in endorsing a group like ORLT.
      Land conservation easements are not a well-known topic, thus the opportunities to
       educate on this topic are tremendous.
      UGA is a major research institution and has countless resources that can be used to help
       ORLT target the Northeast Georgia region for fundraising and awareness efforts.
      Since Athens Land Trust focuses primarily on urban housing, it is not in direct
       competition with ORLT and may prove to be a beneficial ally.
                                                                       Situation Analysis        36


Threats

Even though green movements are an opportunity, they also present a threat. ORLT and its
mission might get lost in the advertising and promotion of other organizations, businesses and
products.

There is confusion among the internal and external landowner community on the definition of
“donate.” The external community, those who are not familiar with land easements, believe that
donating their land means that it is no longer their property. This community needs to be
educated about the contractual agreement that accompanies a land easement.

In addition, ORLT might have conflicts with developers in the area. This also refers back to the
public’s conflict with supporting land preservation and economic development. This is especially
true during the current economic climate and also affects donations to ORLT. The campaign will
focus on attempting to receive free publicity and donations from local Athens businesses.

      During an economic downturn, businesses, individuals and the few gratuitous donors
       may not have dispensable income to donate to ORLT.
      Developers have opposite aims to ORLT and share the same target audiences of potential
       landowners.
      Green marketing has increased so much that ORLT’s mission might fail to reach its target
       publics as it must sort through a mass of information.

Primary Needs

As a nonprofit organization, ORLT depends entirely on the support of the community, ORLT
members and landowners. From the information provided by Executive Director Steffney
Thompson, several primary needs were communicated:

      Increase the amount of information available to educate the public on the efforts of
       ORLT and ways people can become involved
      Increase communication to key audiences such as landowners, ORLT members, UGA
       students and community residents
                                                                         Situation Analysis         37


      Increase fundraising efforts to raise money to be used in planning special events and
       creating promotional materials
      Create and implement sustainable public relations tactics that can be easily maintained in
       the future

Based on findings from primary research, ORLT's primary need is increased awareness. The
atmosphere for environmental concern has never been stronger and many community members
are interested in supporting organizations that work to provide green space for the future. With a
significant increase in awareness, ORLT will attract a much larger group of supporters. Thus
ORLT's needs are all based upon generating awareness and creating a larger presence in Athens
and surrounding areas.

SCOPE

This public relations action plan has been prepared as an effort by students enrolled in UGA's
fall 2009 Public Relations Campaign class. Its scope focuses on implementing key strategies and
tactics for fall 2009 and also provides the groundwork to continue the objectives of this
campaign through spring 2010 and onward. The campaign efforts can be easily maintained to
provide a consistent and sustainable communication model to be used throughout the years.

RESEARCH

ORLT has not conducted any research to monitor the public’s awareness of ORLT and its
functions or to discover trends within its active supporters. The following research is useful in
addressing the primary needs identified:

      Examine secondary research relating to the topic of land conservation to identify key
       findings on which to base the primary research methods.
      Conduct online survey of UGA students to access awareness levels and interest in
       participating in student membership program.
      Conduct a pen and paper survey of interested community members to gauge awareness
       levels and interest in supporting ORLT through proposed strategies and tactics.
                                                                          Situation Analysis         38


      Conduct interviews of landowners to discover key trends and gather heartwarming
       testimonials for use in Web site and feature stories.

ORLT KEY AUDIENCES:

Athens-Clarke/Oconee County Residents: Athens locals are key targets for ORLT. These
residents, specifically landowners, may donate their land for conservation or may support the
cause financially due to local interest in protecting lands in this region. Unlike students, these
residents are more permanently tied to the Oconee River area, as many of them own land or other
property here. ORLT should pursue this public for land stewardship, fundraising, and
membership. Additionally, this group needs to be educated about ORLT’s mission and the
benefits of land conservation.

      Families: Landowners with families should be specifically targeted. Often these
       landowners have strong historical or family ties to their land and have a strong interest in
       protecting it. These people are key targets for land donations.
      Environmentally Conscious: Athens is a very environmentally friendly town; for
       example, Athens supports Earth Fare, Daily Co-Op, and the Athens Farmer’s Market.
       Additionally, many businesses cater to environmentally conscious clientele such as Ciné,
       The National, and The Grit. ORLT should seek these persons out for both financial and
       volunteer support. Environmentally conscious residents may be more willing to donate
       money or donate land for conservation purposes.

Residents of other Counties in the Oconee River Watershed: These residents, similar to Athens-
Clarke/Oconee County residents, have permanent ties to their land. The residents differ because
they are further away from ORLT and its activities, and are members of smaller communities
that may have their own culture, nuances and interests. Nonetheless, ORLT should seek out this
audience for land stewardship, fundraising resources, and membership. This group should also
be educated about ORLT’s mission and the benefits of land conservation.

Oconee River Watershed-Area Businesses: Athens-Clarke County businesses are potential
sponsors or supporters for ORLT. Many support local causes and nonprofit organizations, and
Athens has several businesses particularly concerned with the environment. ORLT should target
                                                                         Situation Analysis      39


these businesses to donate money or products and to host potential events. Additionally, many of
these businesses may be willing to allow ORLT to leave literature for their patrons to read. This
may lead to donations, or simply cause public interest in the organization.

University of Georgia Students: Many of UGA's students are very interested in land conservation
issues. Also, students generally are interested in involvement with community service
organizations. ORLT can utilize UGA students for volunteer opportunities and other inexpensive
fundraising activities. Two major opportunities for students to become more involved are
reduced student membership rates and proposed fundraisers such as a kayaking event, percentage
nights, benefit concerts and the eco-film festival.

Audience Segmentation

The Oconee River Watershed is home to Barrow, Clarke, Jackson, Madison, Oconee,
Oglethorpe, and Walton counties. Residents within these areas are extraordinarily diverse. The
ideal candidates for land stewardship reside in these counties.

I. Demographics: The U.S. Census Fact Finder and Quick Facts Web site as well as city and
county Web sites were utilized in recording the information listed below. However, it should be
noted that gauging overall interest or awareness of land conservation, specifically through
ORLT, is more important than determining specific landowner demographics. This is especially
true because ORLT does not have a large community presence or budget to reach most citizens.

A) Age: Age is a great predictor for possible financial and land donations to ORLT. The target
age group is 35 years or older because people within this age group are more likely to own land,
be financially secure and be involved in their communities. People who exhibit these
characteristics are more likely to contribute than others. Fortunately, most of the counties within
the Oconee River Watershed have older populations. This may be positive for ORLT.

      The median age for a Baldwin County resident is 34 years.
      The median age for a Barrow County resident is 33 years.
      The median age for a Clarke County resident is 25 years.
      The median age for a Jackson County resident is 35 years.
                                                                       Situation Analysis        40


      The median age for a Madison County resident is 35 years.
      The median age for an Oconee County resident is 35 years.
      The median age for an Oglethorpe County resident is 36.8 years.
      The median age for a Walton County resident is 34 years.

B) Race/Gender: These characteristics were not determined to be important in terms of land
conservation and land donation within ORLT; however, it can be an important indicator of
community atmosphere. Furthermore, these racial groups may respond differently in terms of
interest in certain events, marketing approaches, or recruiting members and potential land
stewards.

      Barrow: 11 percent of the population is African-American, 84 percent of the population is
       Caucasian, and 9 percent of the population is Hispanic.
      Baldwin: 30 percent of the population is African-American, 58 percent of the population
       is Caucasian, 3 percent of the population is Asian-American and 8 percent of
       the population is Hispanic.
      Clarke: 25 percent of the population is African-American, 69 percent of the population is
       Caucasian, and 8 percent of the population is Hispanic.
      Jackson: 7 percent of the population is African-American, 89 percent of the population is
       Caucasian, 3 percent of the population is Hispanic, and 1 percent of the population are
       biracial.
      Madison: 8 percent of the population is African-American, 88 percent of the population is
       Caucasian, and 2 percent of the population is Hispanic.
      Oconee: 6 percent of the population is African-American, 90 percent of the population is
       Caucasian, 3 percent of the population is Hispanic, and 2 percent of the population is
       Asian.
      Oglethorpe: 18.2 percent of the population is African-American, 80.3 percent of the
       population is Caucasian, and 3 percent of the population is Hispanic.
      Walton: 15 percent of the population is African-American, 82 percent of the population is
       Caucasian, and 3 percent of the population is Hispanic.
                                                                          Situation Analysis         41


C) Income: Income may provide some indication of how likely it is that a person will donate, but
ORLT’s director has said that she has not found that to necessarily be true. Logically, the more
income a person has the more money the person has to donate. However, the mere fact that one
has more money does not mean they are willing to contribute to ORLT. Often psychographic
factors can overcome lower income levels and compel someone to contribute. Additionally,
psychographic factors can override higher incomes and inhibit people from contributing.

      Barrow: The median income for Barrow County families is $51,283.
      Baldwin: The median income for Baldwin County families is $42,736.
      Clarke: The median income for Clarke County families is $41,607
      Jackson: The median income for Jackson County families is $40,349.
      Madison: The median income for Madison County families is $42,088.
      Oconee: The median income for a household in Oconee County is $70,872.
      Oglethorpe: The median income for a household in Oglethorpe County is $41, 443.
      Walton: The median income for a household in Walton is $53,022.

II. Psychographics: The following are the factors that ORLT found to be present in its most
generous landowners as well as some traits the campaign found to be desirable in potential
donors. The factors were measured largely through interviews, attendance of events, and paper
surveys.


A) Strong connection to their land: Steffney Thompson, executive director of ORLT, has found
that the single unifying factor of land donors is the love they have for their land. Additionally,
landowners who have preserved their land through conservation easements have indicated that
they love their land tremendously. Therefore, a strong tie to the land through family, history, or
economic interests is a key indicator that someone may be an ideal candidate for land
stewardship. Many of the counties within the Oconee River Watershed have high percentage
rates of homeowners. Home ownership is an important indicator of financial stability and
connection to land or property. Homeowners are more likely to own land than renters and are
thus more likely to participate in ORLT’s land stewardship program. Those who are particularly
interested in their land or neighborhoods may be heavily involved in homeowner or landowner
                                                                         Situation Analysis         42


associations. Many of the homeowner and landowner associations take pride in how these areas
look. Perhaps leaving ORLT informational materials in businesses such as Lowes, Home Depot,
Walmart, Feed Stores, and other hardware stores may prove an effective tool for recruiting
ORLT supporters. Additionally, ORLT may benefit from creating a partnership or informal
relationship with these businesses. These are some percentages of homeowners within the area:

      Baldwin: 67 percent of the Baldwin County population owns their own home.
      Barrow: 75 percent of the Barrow County population owns their own home.
      Clarke: 42 percent of the Clarke County population owns their own home.
      Jackson: No data was available for Jackson County.
      Madison: There are 7,857 owner-occupied houses and condos in Madison County.
      Oconee: 80 percent of the Oconee County population owns their own home.
      Oglethorpe: 82.6 percent of the Oglethorpe County population owns their own home.
      Walton: 76 percent of the Walton County population owns their own home.

B) Strong Family Orientation: We predicted that many people with families might want to
preserve their land to keep the family history or memories permanently protected. These
predictions were confirmed after conducting our interviews with current ORLT landowners.
Many professed a desire to leave their land to their children or other members of their families.
Providing land can often provide a direct link to family history and one's ancestry. Many
landowners may view this land as one of the few ways to continue to teach their children about
their past and instill family or cultural pride. The areas served by ORLT have many households
that contain families. Specifically, many of these counties have households that are
predominately comprised of married couples. These married couples have children or may have
children in the future. Thus, these demographics show that this region has substantial potential
for future ORLT landowners who may be interested in preserving their land for their children.
Therefore, we targeted schools and public libraries within the area to gauge awareness and
interest in ORLT. Additionally, families visit many of the reserves, creeks, rivers and nature
centers available within the Oconee River Watershed. By linking land conservation with these
recreational centers, ORLT may secure the support of parents who would like to preserve these
                                                                        Situation Analysis         43


areas for their children's use. The following demographics provide support that there is a large
percentage of families within the Oconee River Watershed:

   Baldwin County:
       o Approximately 31 percent of Baldwin County homes have children under the age of
           18.
       o Approximately 43.9 percent of Baldwin County homes contain married couples.
       o Approximately 18.2 percent of Baldwin County households are headed by single
           females.
       o The average size of a Baldwin County family is 3.02 people.

   Barrow County:
       o Approximately 39.9 percent of Barrow County homes have children under the age of
           18.
       o Approximately 60.3 percent of Barrow County homes contain married couples.
       o Approximately 11.6 percent of Barrow County homes are headed by single females.
       o The average size of a Barrow County family is 3.17 people.

   Clarke County:
       o Approximately 22.3 percent of Clarke County homes have children under the age of
           18.
       o Approximately 32.3 percent of Clarke County households contain married couples.
       o Approximately 13.3 percent of Clarke County households are headed by single
           females.
       o The average size of a Clarke County family is 2.95 people.

   Jackson County:
       o Approximately 36.30 percent of Jackson County homes have children under the age
           of 18.
       o Approximately 60.50 percent of Jackson County households contain married couples.
       o Approximately 10.80 percent of Jackson County households are headed by single
           females.
                                                                       Situation Analysis   44


       o The average size of a Jackson County family is 3.10 people.

   Madison County:
       o Approximately 34.6 percent of Madison County homes have children under the age
           of 18.
       o Approximately 60.6 percent of Madison County households contain married couples.
       o Approximately 10.6 percent of Madison County households are headed by single
           females.
       o The average size of a Madison County family is 3.04 people.

   Oconee County:
       o Approximately 44.7 percent of Oconee County homes have children under the age of
           18.
       o Approximately 68.8 percent of Oconee County households contain married couples.
       o Approximately 9.4 percent of Oconee County households are headed by single
           females.
       o The average size of an Oconee County family is 3.21 people.

   Oglethorpe County:
       o Approximately 33.6 percent of Oglethorpe County homes have children under the age
           of 18.
       o Approximately 57.3 percent of Oglethorpe County households contain married
           couples.
       o Approximately 11.5 percent of Oglethorpe County households are headed by single
           females.
       o The average size of a Oglethorpe County family is 3.05 people.

   Walton County :
       o   Approximately 39.2 percent of Walton County homes have children under the age of
           18.
       o Approximately 62. 7 percent of Walton County households contain married couples.
                                                                         Situation Analysis      45


        o Approximately 12.8 percent of Walton County households are headed by single
           females.
        o The average size of a Walton County family is 3.16 people.

C) Interested in Protecting the Environment: People within the Oconee River Watershed that are
interested in the environment, conservation, or preserving water quality may also be interested in
helping ORLT carry out its mission. Thus, the campaign targeted patrons of eco-friendly
establishments such as Earth Fare, Ciné, Farm 255, and The Athens Farmer’s Market. This is an
ideal group because it's likely that people who shop at these establishments have interests in
environmental issues and would also be interested in helping ORLT. They may also have access
to other resources and coalitions that may be useful to ORLT.


ORLT can potentially identify those who are environmentally conscious by leaving membership
applications or ORLT materials at eco-friendly places such as Earth Fare, The Grit, The Co-op,
Athens-Farmer's Markets and places where they would potentially shop. Additionally, ORLT
could contact local organizations who are interested in wildlife protection, agriculture,
nature, and environmental issues and ask for membership lists or opportunities to speak about
ORLT.


ORLT information should also be posted in local parks and recreational areas since those who
enjoy the environment and nature may be likely to participate in outdoor activities. ORLT should
perhaps target local outdoor sporting good stores like Half Moon Outfitters.


D) Heavily involved within their community: Generally, people who are involved within their
communities are potential ORLT donors because they have high efficacy levels, are highly
influential within their communities, and are motivated to take action. Additionally, these people
are generally well informed about activities in their communities. Thus, they may be more
compelled to donate to a great cause like ORLT and can generally mobilize others to do the
same. Although voting is not the only predictor of high involvement within the community, it
can be a gauge for how supportive the community is of environmental and local movements. It
would be easy for ORLT to see how members of these counties vote on environmental,
                                                                            Situation Analysis       46


agricultural or land-related issues. They can identify if there is general support for initiatives that
align with ORLT interests. Additionally, people heavily involved in their communities will sit on
community boards, own local business, are active in community organizations such as Parent
Teacher Organizations, Community Theatres, and local book clubs. Some of these organizations
partner with local causes and support these groups. These people should be easy to recognize
because their active nature makes them extremely visible. Athens Land Trust utilizes the
opportunity to educate local officials, organizations, and policy makers about their cause and
how it affects their constituents. ORLT should also consider contacting these publics. The areas
served by ORLT have high voter registration percentages. This suggests that these areas are
typically informed about local issues or interested in how these issues generally affect their
community. The demographic information to support this inference is as follows:

      Baldwin: There are 21,037 registered voters in Baldwin County.
      Barrow: There are 31,165 registered voters in Barrow County.
      Clarke: There are 59,560 registered voters in Clarke County.
      Jackson: 68.9 percent of the population is registered to vote.
      Madison: There was no data available for Madison County.
      Oconee: 90 percent of the population is registered to vote.
      Oglethorpe: There was no data available for Oglethorpe County.
      Walton: 79 percent of the population is registered to vote.

LOGO

Existing branding included an illustration of an otter and the organization's name in various fonts
across different publications. Consistent and appealing visuals are important to an organization's
branding thus a new scheme was created during the campaign to streamline and update ORLT's
brand design. Two considerations guided the logo design: first, if promotional materials were
created (such as T-shirts and water bottles), ORLT would need a logo that was enticing and
memorable; second, ORLT was easier to pronounce and remember as an acronym. The block
design behind the logo nicely transformed the organization's name into a piece of reproducible
and stand alone art. Since the otter was the most consistent form of previous branding, the otter
                                                                         Situation Analysis       47


was crucial in transitioning from old to new branding. The previous palate of colors was
examined and of those used, green was chosen for its earthy and environmental connotations.

GOALS AND KEY OBJECTIVES

Research

Goal 1: Obtain secondary research relating to the topic of land conservation to identify key
findings on which to base the primary research methods.

       Objective 1: Analyze at least 25 scholarly articles relating to land conservation in
       addition to other relevant sources.

Goal 2: Obtain original research about the Athens community's interest and knowledge in land
preservation for ORLT that will be useful to gain better insight about this target audience.

       Objective 2: Obtain at least 30 surveys from the Athens Farmer's Market and survey at
       least eight surrounding towns from interested publics in order to gauge awareness of
       ORLT. In total, obtain at least 100 surveys from Athens and its surrounding areas.

Goal 3: In order to make ORLT more personal, obtain original research about the current
landowners about why they saw it beneficial to preserve their land through ORLT.

       Objective 3: Contact and interview at least five current landowners to investigate their
       perceived benefits for participating in a land easement.

Goal 4: Obtain original research about the UGA student population on their awareness of ORLT
and to further investigate fundraising and volunteering opportunities.

       Objective 4: Use an online survey form to survey at least 15 percent of a scientific
       simple random sample of a UGA student population.
                                                                       Situation Analysis        48


Awareness

Goal 1: Increase awareness of ORLT's existence and mission among local landowners and local
conservation activists.

       Objective 1: Plan and execute at least three promotional or informational events with
       prominent local organizations and obtain media coverage from at least one source for
       each of these events.

Goal 2: Utilize traditional forms of mass communication in the area to increase awareness about
ORLT efforts and initiatives.

       Objective 2: Pitch event press releases to at least three newspapers and pitch event PSAs
       to three radio stations.

Goal 3: Increase membership and recruit student members.

       Objective 3: Increase membership by 5 percent and recruit at least 5 student members for
       ORLT.

Information

Goal 1: Construct and modify the ORLT Web site so that it is more user-friendly, interesting and
up-to-date.

       Objective 1: Post up-to-date pictures of ORLT conservation easements and events,
       updated information, an interactive map and an updated logo on the currently existing
       Web site.

Goal 2: Produce more substantial communication materials for ORLT.

       Objective 2: Create updated tri-fold, PowerPoint, brochure, fact sheet, newsletter, and
       press releases that communicates ORLT’s key message.
                                                                        Situation Analysis      49


Goal 3: Utilize social media tools to reach target audience members (UGA students and Athens
residents) and deliver updates about the organization to the community.

       Objective 3: Create a Facebook Cause, Facebook page, and Flickr account for ORLT.

Fundraising

Goal 1: Obtain additional funds for ORLT by planning popular events so ORLT receives more
exposure, which will be critical in obtaining future donations and support.

       Objective 1a: Plan and execute a percentage night at Barberitos at the Five Points
       location in Athens on Oct. 7, 2009 to raise at least $20 for ORLT.

       Objective 1b: Assist with promotion of the ORLT membership event on Nov. 1, 2009
       and increase attendance by 5 percent.

       Objective 1c: Plan and execute a benefit concert at Farm 255 on Nov. 19, 2009 to raise
       at least $250 for ORLT.

       Objective 1d: Plan and execute a month to join Earth Fare in its Friend of the Month
       program, and raise at least $500 in funds.

       Objective 1e: Plan a kayaking event down the Broad River partnering with Broad River
       Outpost for spring 2010 to raise at least $100.

       Objective 1f: Assist with promotion for A Night for Unity, a fundraising event created
       by Lara Johnson and Meghan Burke, to recruit at least 10 people to the Music at the Farm
       event.

Goal 2: Create sustainable partnerships with Barberitos, Farm 255, Earth Fare, and Broad River
Outpost so that ORLT will be able to create events with these businesses in the future.

       Objective 2a: Create fliers and vouchers that ORLT can use for these events if ORLT
       decides to execute events again in the future.
                                                                         Situation Analysis    50


       Objective 2b: Create a contact list for ORLT with the owners/managers that are
       interested in developing a partnership with ORLT.

KEY MESSAGE

Promotional communications for the ORLT should, whenever possible, state the following key
message:

The mission of ORLT is to conserve natural lands to protect water quality, preserve wildlife
habitat and enhance the quality of our lives and those of future generations.

STRATEGIES AND TACTICS

Special Events Implemented in Fall 2009

Athens-Clarke County Library Hosts Oconee River Land Trust Board Member Walter Cook

Walter Cook, founder and board member of the Oconee River Land Trust, gave a lecture about
the importance of land conservation in conjunction with the Athens-Clarke County Library’s
iFilms free movie series.

Anticipated Participants


The iFilms series at the Athens-Clarke County Library usually draws in a diverse crowd of
community members that tend to range between the ages of 30 and 80. Approximately 20 people
come to the weekly free movie at the Library; however, the numbers tend to dwindle in the fall.
The ORLT campaign team focused much of their promotion efforts on students, hoping to draw
in this group. Additionally, extra attention was put on communication efforts towards the Athens
community. Around 20 people were expected.

Participants


Most of the ORLT campaign team were able to be present at this event. Not counting the
members of the ORLT campaign team, 16 people, including three ORLT board members and
                                                                         Situation Analysis         51


Walter Cook were present at the event. More were expected; however, the weather and the late
notice of the event may have hindered attendance.


Sponsors


The Athens-Clarke County Library sponsored the event. Walter Cook provided a tri-fold with
photos and maps, as well as brochures and other informational materials.

Advanced Publicity


The event was posted on the home page of the Athens-Clarke County Library’s Web site. It was
also listed on the University of Georgia Master Calendar. Facebook, word-of-mouth and various
listservs were also used to publicize the event. The event was listed on a display board directly
outside the library. Please see below for copy of the Facebook event and media placement
clippings.


Media Coverage of the Event


UGA Master Calendar, Athens-Clarke County Library’s Facebook Cause Page and Athens-
Clarke County Library Web site’s home page all covered the event. The Red & Black also
included the event in the UGA Today section. The campaign team filmed Mr. Cook’s lecture and
plans to use the footage for future promotions as well as ORLT Web site content. See below for
media clippings.

Set-up

The campaign team and Walter Cook arrived at 6:30 p.m., half an hour before the event was to
take place. The documentary 11th Hour was set up and prepared to be shown. The ORLT
campaign team helped Mr. Cook set up his tri-fold and informational materials on a table near
the entrance. The campaign team brought clip boards with surveys to distribute, and stationed
members near the auditorium doors. The team also set up a podium on the stage for Mr. Cook to
                                                                        Situation Analysis       52


stand behind during his lecture. A video camera and a tripod were set up in the back of the
auditorium, and lights were adjusted accordingly.

Rain Plan

If for any reason the event had to be cancelled, the ORLT campaign team would have secured
with the Athens-Clarke County Library another Thursday (the day that iFilms are held each
week) that worked for Mr. Cook to speak.

Time Table

Sept. 22, 2009

Contacted UGA Master Calendar and the Red & Black to include the event in publications.

Posted the event to Facebook and library Web site.

Sept. 24, 2009

6:30 p.m.             ORLT campaign team arrived, set up film projector and prepared the
                      documentary 11thHour for viewing.

6:40 p.m.             Walter Cook arrived. A table near the entrance of the library’s auditorium
                      was set up with tri-fold, brochures and other promotional materials.

6:45 p.m.             ORLT team set up camera on tripod in the back of the auditorium. Lights
                      were adjusted for optimum viewing quality.

6:50 p.m.             ORLT team members positioned themselves by the auditorium doors with
                      surveys. The participants started arriving and, with their consent, were
                      given surveys.

6:55 p.m.             Team member Mary Conroy made an announcement over the library’s
                      loudspeaker about the event.
                                                                         Situation Analysis      53


7 p.m.                Mary welcomed the audience, introduced Walter Cook and the film 11th
                      Hour.

7:05 p.m.             Walter Cook went on stage and began his speech, while the ORLT team
                      filmed him.

7:20 p.m.             A brief question and answer session was held.

7:30 p.m.             The film 11th Hour, an award-winning documentary about the current state
                      of our natural environment, was shown.

Evaluation

Following the lecture, the audience actively participated in a question-and-answer session and
showed interest in the mission of ORLT. Audience members approached the campaign team
after the event to inquire about membership. Because the event reached a diverse Athens public,
it was considered to be a success in regards to widening the awareness about ORLT.

Additionally, as a result of this event ORLT was able to form a strong and potentially-lasting
connection with the Athens-Clarke County Library. The library was pleased that a more diverse
audience was in attendance for the event and hopes that it will result in greater iFilms awareness.
The library was satisfied with the way ORLT conducted the event on its premises and feels
confident about partnering with ORLT in the future.

Tactics

ACC Library Facebook Cause Status
                                         Situation Analysis   54


ACC Library Home Page Announcing Event
                                                                           Situation Analysis   55


Event Announcement on UGA Today in Red & Black




Walter Cook’s Speech on YouTube




 To watch video please visit http://www.youtube.com/watch?v=83reWpexbIk.
                                                                         Situation Analysis       56


Barberitos Percentage Night for Oconee River Land Trust

The Barberitos Percentage Night was a fundraising event that required little effort in hosting.
Every Wednesday, Barberitos allows a nonprofit to have a percentage night. The nonprofit
organization is responsible for promoting the event and passing out the fliers that customers must
present upon purchasing a meal. When the flier is presented, Barberitos donates 15 percent of the
cost of this meal to the organization. The goal for this event was to raise enough money to recruit
a bluegrass band to play in the Music at the Farm event.

Anticipated Participants

College students were targeted, specifically other Grady students, graduate students, class peers
and other immediate groups that our team members are involved with. The campaign's goal was
to recruit 50 participants.

Participants

There were 28 participants in attendance. Since Barberitos was accepting the vouchers all day
the participant demographics cannot be confirmed.

Sponsors

The event was sponsored by Barberitos at 1739 S. Lumpkin St., Athens, GA. Please see
Appendix for logo.

Advanced Publicity

The event was publicized through the social media Web site Facebook, where an event was
hosted and team members updated their statuses to promote the event. Another social media
tactic this campaign utilized was sending out e-mails to listservs that team members were able to
access. Please see below for a screen shot of the Facebook event and a sample e-mail sent to a
listserv.
                                                                         Situation Analysis   57


Team members also promoted the event by word-of-mouth. This included making
announcements to classes, telling roommates, calling friends, etc.

Set-up

Team members printed vouchers and distributed them to anticipated participants. No other set-up
was required.

Rain Plan

In the event that Barberitos could no longer sponsor the event, this campaign considered an
alternative percentage night with Ben & Jerry's or another restaurant.

Time Table

Oct. 6, 2009

Promoted the event through Facebook, listservs and word-of-mouth to UGA students and Athens
community.

Oct. 8, 2009

11 a.m.               Participants could use vouchers all day towards Barberitos meal
                      purchase.

Oct. 10, 2009

4 p.m.                 Went to Barberitos to receive donation check.

Evaluation

The Barberitos event raised $50 for ORLT and recruited 28 patrons. By passing out fliers to
UGA students, the event also raised awareness around campus. The event required minimal
planning yet yielded an increase in awareness and funds. The money raised was used to pay for
gas money for a bluegrass band to drive up from Atlanta for the Music at the Farm event.
                                                                           Situation Analysis          58


Because the Barberitos percentage night occurs every Wednesday, the event can be easily
repeated and become an annual event. The fliers have already been created and can be used each
year. Please see below for a copy of the flier. This event is relatively easy to plan yet results in
both increase in funds and awareness.

Tactics

Voucher/Flier for Event




Team Member’s Facebook Status Promoting Event




Sample E-mail Sent through Listserv

Barberitos Percentage Night (this Wednesday)!
Oconee River Land Trust needs your support and you need to eat! Come by the Five Points
location and a percentage of YOUR MEAL goes to Oconee River Land Trust, a private, non-
profit land conservation organization. Their mission is to conserve natural lands to protect water
quality, preserve wildlife habitat, and enhance the quality of our lives and those of future
generations.

This event is also sponsored by Public Relations students enrolled in ADPR 5950, Campaigns.

Support ORLT this Wednesday by bringing in the attached voucher. You know you love cheese
dip!

Visit http://www.orlt.com
                                      Situation Analysis   59


Facebook Event for Percentage Night
                                                                       Situation Analysis     60


Celebration of the Land Membership Event


ORLT hosts a membership event each year, this year being the eighth celebration. The event was
held on Sunday, Nov. 1 from 2 p.m. to 4 p.m. at Nick and Jane Bath's property in Oconee
County. There were mule-drawn wagon rides, creek-side hikes, homemade cookies and cider,
and bluegrass music provided for guests at the event.


Participants


About 25 members and three conservation easement donors attended the event. One family
brought their children. The average age of the crowd was estimated to be 50 years old.


Sponsors


Nick and Jane Bath provided their property for the event.


Advanced Publicity


Steffney sent out “Save the Date” cards to all ORLT members and conservation easement donors
to recruit members to the event.


Media Coverage


The team created a radio PSA and pitched it on Friday, Oct. 30, 2009 to various local radio
stations including WUGA 91.7, WIMO, WSML and WGAU. WGAU agreed to air the PSA.
Please see below for a copy of the PSA.
                                                                      Situation Analysis        61


Time Table


Oct. 29, 2009


Team members prepared and edited the radio PSA for pitching.


Oct. 30, 2009


Pitched to WUGA 91.7, WIMO, WSML, and WGAU via e-mail, telephone and fax. The PSA
aired on WGAU.


Nov. 1, 2009


Membership event took place.


Evaluation


The membership event was promoted in the Athens area through the use of a PSA, as requested
by Steffney Thompson, which was aired on WGAU. More radio stations may have been able to
pick up the PSA if more advance notice had been possible. The “Save the Date” card recruited
ORLT landowners and members for the event. Although not all members and landowners
attended the event, the campaign team provided Executive Director Steffney Thompson with
promotional materials she can use each year to recruit members and increase attendance rates.
                                                                        Situation Analysis     62


Tactics
PSA




Public Service Announcement
Contact:      Jina Park
              Oconee River Land Trust Representative
              University of Georgia
              Phone: 404-579-7160
              E-mail: saegnee@gmail.com

Note: Oconee River Land Trust is a nonprofit land conservation organization committed to
preserving green space in Athens and surrounding counties.

30-Second
Kill Date: Sunday, Nov. 1

   OCONEE RIVER LAND TRUST HOSTS ANNUAL “CELEBRATION OF LAND”


Join us with family and friends for a fall celebration on beautiful land along the Apalachee

River! The Oconee River Land Trust will host its 8th annual Celebration of Land this Sunday,

Nov. 1. The event will take place from 2 to 4 p.m. at Nick and Jane Bath’s property at 2430

Snows Mills Road in Oconee County. All ORLT members and any others interested in learning

more about local land preservation are encouraged to attend. The celebration will feature mule-

drawn wagon rides, creek-side hikes, homemade cookies and cider, bluegrass music, and more.

For more information please visit WWW-dot-orlt-dot-com.

                                               ###
                                                                           Situation Analysis       63


ORLT Bake Sale


This campaign hosted a bake sale to raise funds for ORLT and to promote both student
memberships and our flagship fundraising event, Music at the Farm. The event took place at the
Tate Student Center Plaza on Nov. 9, 2009 from 9 a.m. until 12:30 p.m. The bake sale had an
array of donated treats ranging from bagels and biscuits to doughnuts, cupcakes, cookies, and
brownies. Instead of paying a set price, patrons were encouraged to donate what they could pay.
The main goal of the bake sale was to raise $100 for ORLT, attract 10 new attendees to the
Music at the Farm event, and increase interest in the student membership program.


Anticipated Participants

The bake sale targeted UGA students at the peak hours of 9 a.m. to 12:30 p.m. In addition to
donations and purchases, the hope was to persuade students to attend the Music at the Farm
event by passing out fliers.


Sponsorship


Black Forest Bakery, Mama's Boy, 1000 Faces Coffee and Ike & Jane Cafe and Bakery donated
baked goods (please see Appendix for logos). In exchange for their contributions, these sponsors'
names and logos were displayed on a poster at the bake sale. This provided an additional
incentive for businesses to donate these goods because they received free publicity while helping
a local cause.


Advanced Publicity


The event was publicized through Facebook and word-of-mouth, but relied heavily on the usual
course of traffic through Tate Plaza. This event did not require as much advertising through
traditional means such as press releases, feature stories, fliers, posters and handbills. Therefore, it
was extremely important for the bake sale to be conspicuous and inviting so that people would
stop by.
                                                                         Situation Analysis       64


Media Coverage of the Event


Media coverage of the event was not necessary. Campaign members photographed the event for
future use on ORLT's Web site or tri-fold. These photographs will show that ORLT is an active,
energized organization that is committed to its mission.


Set-up


Materials included one table, balloons, a table cloth, a few chairs, membership sheets, plastic
bags, ORLT promotional stickers, ORLT tri-fold, pens, mason jars, and small advertisements for
the Farm 255 event. The bake sale included coffee, breakfast biscuits, brownies, cookies, coffee,
cupcakes, and other bake goods. Stirrers, creamer, sugar and no-calorie sweetener were available
for the coffee. Additionally, small bags and cups to place bake goods in were provided by team
members as well as change to provide customers. Team members arrived at 8:15 a.m. to set up
the tables and cleaned-up at 12:30 p.m.


Rain Plan


The tables were under the Tate Plaza so rain would not affect the event. Additionally, the bake
sale could have moved to an alternate date if needed. The proposed alternative date would have
been Nov. 16, 2009.


Time Table


Nov. 5, 2009


Campaign team created a Facebook event to invite friends to come to the bake sale.


Nov. 9, 2009


7:30 a.m.             Picked up the bake goods and other supplies for the sale.
                                                                        Situation Analysis   65


8:15 a.m.               First group members arrived and set up the table and baked goods.


9 a.m.                  First shift began and customers arrived.


9 a.m.                  Six shifts that were filled by ORLT campaign students.


Noon                    Began tallying sales and donations.


12:30 p.m.              Packed up and cleaned the area.


Contact:
Campus Reservations
Phone: 706-583-8020
E-mail: reserve@uga.edu


Ike & Jane Cafe and Bakery
Cori, Store Manager
706-850-1580


Black Forest Bakery & Deli
Britney, Owner
706-549-3752


Post Event Activities


Thank you cards were sent to contributing businesses and the campaign team appraised ORLT of
the funds raised at the bake sale.
                                                                       Situation Analysis       66


Evaluation


The goal of our event was to raise about $100 for ORLT, promote the Music at the Farm event,
and increase interest in the student membership program. The tactics we used for this event are
as follows:

      Contact local businesses to solicit donations
      Contact Tate reservations to reserve the Tate Plaza
      Publicize the event via Facebook and word-of-mouth
      Create student fact sheets and membership forms
      Supply baked goods and donation jars

The bake sale raised $132 for ORLT, a huge success. The team surpassed the goal of raising
$100. Campaign team members took photos of the bake sale to show ORLT the success of the
event. Approximately 60 fliers for our Music at the Farm event were passed out to students in
between class changes at Tate Plaza. In addition, many students expressed an interest in
attending the event. The team also was able to talk to many students about ORLT and explain its
mission. This served to increase interest in joining the student membership program.


Tactics
Facebook Event for Bake Sale
                                                                       Situation Analysis       67




ORLT Facebook Page Status




A Night for Unity

A Night for Unity is a fundraiser created by Lara Johnson and Meghan Burke to benefit ORLT.
This event showcased Lara's art pieces and musical talents at the Healing Arts Center located on
Prince Avenue in Athens, Ga. ORLT was chosen as the nonprofit beneficiary due to Lara's
connection with Athens and her passion for land conservation. While the campaign team did not
create the promotional materials for this event, Lara asked for help with promotion on UGA's
campus, specifically to students involved in art and music. This event, while not planned and
                                                                        Situation Analysis        68


implemented for the fall 2009 ORLT campaign, was important for the Music at the Farm benefit
concert promotion and ORLT awareness within the Athens community.


Anticipated Participants


A Night for Unity allowed ORLT to target participants with specific traits such as those with a
love for the arts, those who are environmentally friendly, and those who are strong nonprofit
community supporters. Graduate, art and music students were specifically targeted because the
fundraiser showcased an art gallery and musical set from singer and songwriter Lara. In addition,
this event expected to see community participants with interest in yoga, art and music. Business
professionals and friends and family members of those organizing the event were anticipated to
attend.


Sponsors


A Night for Unity was held at the Healing Arts Center located on Prince Avenue in Athens, Ga.
Due to the connection with Lara and Meghan there was no charge to hold the event at this venue.
In addition, Nuci's Space donated stereos for Lara to use while playing her musical set.


Advanced Publicity


Lara was responsible for the majority of the publicity, except for campus promotions. She
approached the campaign team to assist her with this target audience. She promoted the event
through posting fliers at Healing Arts Centre, Ciné, Magnolia’s, Borders Bookstore, Last Resort,
Farm 255, Earth Fare, Jittery Joe’s, Little Kings, Big City Bread Co., The Grit, Native America,
Wuxtry, and Nuci’s Space. Please see below for a copy of the flier. She wrote a press release and
sent the event information to Athens Banner-Herald and Flagpole. She also reached out to
UGA's Ideas for Creative Exploration (ICE). Lastly, she promoted the event through her personal
Facebook account and her Web site: http://www.thestudiosky.com/.
                                                                        Situation Analysis        69


The campaign team's promotion efforts towards this event included hanging up fliers and passing
out handbills for A Night for Unity at UGA's Lamar Dodd School of Art building and Roger and
Phyllis Dancz Center for New Music. In addition, information about the event was sent out over
various university listservs, such as the graduate school and the nonprofit school. A “Save the
Date” card announcing both A Night for Unity and the Music at the Farm event was also
designed by the team and mailed by ORLT to its current members. Please see below for a copy
of the “Save the Date” card.


Set-up


The event was held at Healing Arts Centre on Friday, Nov. 13 from 5 p.m. to 8 p.m.; music
began at 6 p.m. ORLT was given permission to have a table at the event where the tri-fold,
membership sign up sheets, and Farm 255 benefit concert information was located. The
campaign team used word-of-mouth marketing tactics to inform participants about the ORLT
Farm 255 event as well. Lara set up a donation jar at the entrance, with a portion of the proceeds
being given to ORLT.


Time Table

Nov. 4, 2009

“Save the Date” card sent out by mail.

Nov. 9, 2009

Passed out fliers and promoted A Night for Unity on UGA campus.

Nov. 13, 2009


4:30 p.m.              ORLT table set up


5 p.m.                 A Night for Unity fundraising event
                                                                       Situation Analysis     70


6 p.m.                 Lara's musical performance


8 p.m.                 Event clean-up


Contacts
Meghan Burke
E-mail: meghan@healingartscentre.net
834 Prince Avenue
Athens, GA 30606
706-613-1142


Lara Johnson
E-mail: info@thestudiosky.com


Evaluation


Our goal for our event was to increase awareness of A Night for Unity and have at least 10
people in attendance. There were about 25 people throughout the night, each paying the
suggested $8 donation, where a portion of the proceeds went to ORLT. In addition, the 25
community members in attendance each received a handbill promoting Music at the Farm benefit
concert. The promotion for the benefit concert is essential to raising awareness about ORLT, the
event, and possibly gaining addition funds through cover charge. In addition $6 was added to the
donation jar at the ORLT information table. A connection has been made with singer and
songwriter Lara Johnson and Healing Arts Centre in Athens, Ga. This relationship can
potentially lead other future events.
                           Situation Analysis   71


Tactics

“Save the Date” Postcard
                                  Situation Analysis   72


A Night for Unity Flier by Lara
                                                                       Situation Analysis         73


Music at the Farm

Music at the Farm raised awareness as well as funds that contributed directly to the campaign's
goals for ORLT. The event took place at Farm 255, located downtown at 255 W. Washington
St., Athens, GA.

Anticipated participants

The target audiences for the concert were UGA students and Athens locals. The diverse musical
genres were intended to attract a diverse audience with ages ranging from 21 years and up.


Participants

ORLT campaign team members, current members of ORLT, the bands recruited for the event,
UGA students and Athens locals participated in the benefit concert.


Sponsors

The space at Farm 255 was donated by the restaurant from 10:30 p.m. until 2 a.m. on Nov. 19,
2009. Renting this event space is valued at $3,000. Proceeds for ORLT were generated through a
$5 admission fee charged at the door, which raised $472 for ORLT.

Logos (See below for fliers)

Advance Publicity

Fliers for the benefit concert were posted around Athens as well as on the UGA campus and
were handed out at the ORLT Bake Sale. A Facebook event invitation (see below for invitation)
was sent via Facebook to friends of campaign team members as well as supporters of the ORLT
Facebook Cause and ORLT business page. An article announcing the benefit concert was also
submitted to the Red & Black as well as Flagpole in hopes of publication. An announcement was
sent through the Grady College of Journalism and Mass Communication listserv. The date and
time of the benefit concert was also posted on the ORLT Web site. Additionally, a “Save the
                                                                         Situation Analysis      74


Date” card (see above for card) announcing both Music at the Farm and A Night for Unity
designed by the team was mailed by ORLT to its current members.

Media Coverage of Event

Press releases were sent to promote media coverage of the benefit concert to the Red & Black,
Flagpole and Athens Banner-Herald. PSAs were also sent to local radio stations to promote the
event. Pictures were taken at the benefit concert and later used to promote a news story about
ORLT. Please see below for media clippings and press releases.

Set-up

Team members arrived at 10 p.m. at Farm 255 to begin setting up the tri-fold, brochures, student
membership information and paper maché banner. People attending the event were encouraged
to sign the paper maché banner in support of land conservation. The campaign team also helped
the bands set up equipment and prepare for their performances.

Rain Plans

In the event of rain on the night of the benefit concert, the bands would have play inside the
restaurant.

Time Table

Nov. 3, 2009

A press release was e-mailed to the Red & Black, The Athens Banner-Herald, Flagpole, Oconee
Enterprise, Franklin County Citizen, and Mainstreet Newspapers (covers Jefferson, Braselton,
Madison, Commerce and Homer) to announce the event. PSAs were e-mailed to various local
radio stations including: WGAU (AM 1340), WUGA/91.7, 97.9, WUOG/90.5, Rock 100.7 FM,
and NPR.

Nov. 4, 2009

A “Save the Date” card announcing Music at the Farm was sent to ORLT members.
                                                                        Situation Analysis    75


Nov. 19, 2009

10 p.m.               ORLT campaign team members arrived and began set-up. The first band
                      arrived and began to set up as well.

10:40 p.m.            The benefit concert officially started. The first band began to play.

11:10 p.m.            Introduction of the second act. Second band set up.

11:15 p.m.            The second band began to play.

Midnight              ORLT campaign team members made a short speech explaining the
                      purpose of the concert and ORLT’s mission. The campaign team members
                      also extended a special thanks to Farm 255, the bands and the participants
                      who came out to support ORLT. The first band was introduced and began
                      to play. The third band was introduced and began to play.

2 a.m.                Clean-up.

Contact

The contact for Farm 255 is Olivia Sergeant, owner and general manager.

         Cell phone: 415-812-5166

         E-mail: Olivia@farm255.com

         Web site: www.farm255.com

Evaluation

The campaign team’s goal for the Farm 255 event was to raise awareness about ORLT and draw
a crowd of more than 75 people throughout the course of the night to raise funds for the
organization. Event turnout exceeded the campaign’s expectations, recruiting 95 people and
raising $472 for ORLT. The tactics used to promote the event consisted of:
                                                                       Situation Analysis     76


      fliers posted around downtown Athens
      notification on the ORLT Web site
      a Facebook Event
      stickers on the coffee cup sleeves at Two Story Coffee in Five Points (see below for
       sticker)
      fliers on pizza boxes at Gumby’s on Baxter Street
      posters around the UGA campus (see below for poster)
      an announcement by campaign team members at the bake sale a few days before the
       event
      an announcement on the Grady listserv, Grady Graduate listserv, and PRSSA listserv
      pitched PSAs to various local radio stations: WGAU (AM 1340), WUGA/91.7, 97.9,
       WUOG/90.5, Rock 100.7 FM, NPR (see below for PSA); PSA aired on NPR
      pitched press releases to local publications: Flagpole, Red & Black, Athens Banner-
       Herald, Oconee Enterprise, Franklin County Citizen, Mainstreet Newspapers (covers
       Jefferson, Braselton, Madison, Commerce and Homer) (see below for press release);
       event was announced in the Flagpole online calendar and in the “UGA Today” section of
       the Red & Black
      a blurb was published on the Day Jobs Blog
      a “Save the Date” card was sent to ORLT members
      word-of-mouth between campaign team members and their contacts

The Farm 255 event was a great opportunity for ORLT to promote its student membership
program and raise general awareness of the organization. Student membership sign-up sheets
were available for interested students, and campaign team members were there to explain the
details and benefits of the membership.

Farm 255 generously donated its space for the concert. The restaurant was very helpful
throughout the planning process, communicating on a fairly regular basis and always responding
promptly when there was a question. With its mission closely aligned with ORLT’s, Farm 255 is
a likely venue for future events.
               Situation Analysis   77


Tactics
Color Poster
                   Situation Analysis   78


Farm Mini Fliers
                                                         Situation Analysis   79


Sticker Design for 2 Story Coffee Cups and Baked Goods




Facebook Event for Music at the Farm
                                                                        Situation Analysis         80


Red & Black Press Release


Contact: Mary Conroy
Public Relations and Spanish
University of Georgia, May 2010
Phone: 706-248-1972
E-mail: maryconroy24@gmail.com
http://www.orlt.org

                                                                 FOR IMMEDIATE RELEASE

                                  MUSIC AT THE FARM

 University of Georgia students to host concert at Farm 255 to benefit local land conservation

ATHENS, Ga. – Come on down to Farm 255 for a celebration of some of Georgia’s best
features: caring people, great music and beautiful land.

On Thursday, November 19 from 10:30 p.m. to 2 a.m. a team of University of Georgia students
will throw a benefit concert at Farm 255, a local restaurant that transforms fresh produce from
Georgia farmers into gourmet dishes.

The concert is to raise awareness and support for the Oconee River Land Trust, a nonprofit land
conservation organization located in Athens, Ga. ORLT works to preserve natural land in
Georgia and to protect our state’s unique natural habitats.

The line-up includes bluegrass group Smokey’s Farmland Band, Davin McCoy and The Coming
Attractions, singer/songwriter Lara Johnson and local favorite The Bros. Marler. All performers
have their roots in Georgia, but their respective styles of music have delighted audiences from all
over. Admission is only $5 for an evening of music, community and fun, with all proceeds going
to help preserve local green space.

The UGA students, all members of Grady College, are undertaking the task of raising awareness
and garnering support for this organization as part of their capstone public relations class.

“This has been a lot of hard work, but it’s interesting to learn about land conservation and the
real threat of development,” said Jessica Henry, a senior Public Relations student from Driggs,
Idaho.

Through the work of ORLT, more than 2,000 acres of natural landscape in Georgia have been
protected. Through generous community support and contributions, ORLT can continue its
efforts to preserve green space in Georgia for future generations.

This event is open to the public. For more information, please visit www.orlt.com.
                                              ###
                                                                          Situation Analysis   81


General Press Release




Contact: Mary Conroy
Oconee River Land Trust Representative
University of Georgia
Phone: 706-248-1972
E-mail: maryconroy24@gmail.com
http://www.orlt.org

                                                                 FOR IMMEDIATE RELEASE
                                    MUSIC AT THE FARM

Land conservation organization Oconee River Land Trust to hold benefit concert at Farm 255

ATHENS, Ga. – Join the Oconee River Land Trust at Farm 255 for a celebration of some of
Georgia’s best features: caring people, great music and beautiful land.
On Thursday, Nov. 19 from 10:30 p.m. to 2 a.m. ORLT will hold a benefit concert at Farm 255,
a local restaurant that transforms fresh produce from Georgia farmers into gourmet dishes.
The event will feature bluegrass group Smokey’s Farmland Band, Davin McCoy and The
Coming Attractions, singer/songwriter Lara Johnson and local favorites and The Bros. Marler.
All performers have their roots in Georgia, but their respective styles of music have delighted
audiences from all over. Admission is only $5 for an evening of music, community and fun, with
all proceeds going to help preserve local green space.
ORLT is a nonprofit land conservation organization located in Athens, Ga. Their mission is to
preserve natural land in Georgia and to protect our state’s unique natural habitats.
“Land conservation is so important, especially in a growing area,” said Steffney Thompson,
executive director of ORLT. “We need those green areas for the health of our community, now
and in the future.”
Through the work of ORLT, more than 2,000 acres of natural landscape in Georgia have been
protected. Through generous community support and contributions, ORLT can continue its
efforts to preserve green space in Georgia for future generations.
This event is open to the public. For more information, please visit www.orlt.com.
                                                ###
                                                                         Situation Analysis      82


PSA




Public Service Announcement
Contact:      Mary Conroy
              Oconee River Land Trust Representative
              University of Georgia
              Phone: 706-248-1972
              E-mail: maryconroy24@gmail.com

Note: Oconee River Land Trust is a nonprofit organization.
60-Second
Kill Date: Thurs., Nov. 19

          OCONEE RIVER LAND TRUST TO HOST “MUSIC AT THE FARM”


Come enjoy an evening of music, community and fun! On Thurs., November 19 the Oconee

River Land Trust will hold a benefit concert at local restaurant Farm 255. The concert will

feature performances by bluegrass band Smokey’s Farmland Band, Davin McCoy and The

Coming Attractions, singer/songwriter Lara Johnson and local favorite The Bros. Marler. The

event goes from 10:30 p.m. until 2 a.m. and cost $5, with all proceeds going to preserve local

green space. The Oconee River Land Trust is a nonprofit organization located in Athens that

works to protect natural lands in Georgia and protect our state’s unique habitats. They are able to

continue their mission through generous community support and contribution. More information

can be found at W-W-W-dot-O-R-L-T-dot-com.

                                               ###
                                                                         Situation Analysis      83


Listserv E-mail to Grady Graduate Students and Nonprofit Certificate Students

Greetings UGA Students!
Come celebrate the end of the week and the closing of a semester with music and drinks at Farm
255. On Thursday, November 19 from 10:30 p.m. to 2 a.m. ORLT will hold a benefit concert at
Farm 255, a local restaurant that transforms fresh produce from Georgia farmers into gourmet
dishes. The event will feature bluegrass group Smokey’s Farmland Band, singer/songwriter Lara
Johnson and local favorites The Bros. Marler and Davin McCoy. Davis Causey of the Allman
Brothers and Tom Ryan of Widespread Panic will perform alongside McCoy. Admission is only
$5 for an evening of music, community and fun, with all proceeds going to help preserve local
green space.


ORLT is a nonprofit land conservation organization located in Athens, Ga. Their mission is to
preserve natural land in Georgia and to protect our state’s unique natural habitats.
Through the work of ORLT, more than 2,000 acres of natural landscape in Georgia have been
protected. Through generous community support and contributions, ORLT can continue its
efforts to preserve green space in Georgia for future generations.


This event is the final product of a semester long campaign project and we hope to see you out!


Listserv E-mail to Grady Graduate Students and Nonprofit Certificate Students


Oconee River Land Trust Benefit Concert @ Farm 255:
Come out to Farm 255 this Thursday from 10:30 p.m. to 2 a.m. for an Oconee River Land Trust
Benefit Concert. Music at the Farm will be a fun night with four great bands. Only $5 cover at
the door for a night of great music for a great cause. (All proceeds go to Oconee River Land
Trust, an organization that protects green space in Athens and surrounding areas).


The line-up includes bluegrass group Smokey’s Farmland Band, Davin McCoy & The Coming
Attractions, singer/songwriter Lara and local favorite The Bros. Marler. Only 21 and up
admitted. We can't wait to see you there!
                        Situation Analysis   84


Red & Black UGA Today




Flagpole Calendar
                    Situation Analysis   85


The Day Jobs Blog
                                                                       Situation Analysis       86


Special Events Planned for the Future

EcoFocus Film Festival

The EcoFocus Film Festival is an environmentally oriented film festival that the Eugene P.
Odum School of Ecology initiated in October 2008. The popularity of this festival has solidified
it as an annual event. A panel of speakers often accompanies select films. A film about land
conservation and one of ORLT’s board members leading a panel discussion would be a perfect
addition as ORLT’s mission aligns well with the ideologies represented within this event.

Anticipated Participants

ORLT can expect a diverse crowd for this event. Festival patrons include students, professors
and other community members; an active interest in environmental issues is the common
characteristic among them. The number of audience members to expect will vary according to
the times and films available to ORLT during this event; however, it is not uncommon for
festival screenings to attract 60 or more individuals at a time.


Sponsors


This event is primarily sponsored by the Eugene P. Odum School of Ecology. Films are screened
at Ciné and select venues on the University of Georgia campus.

Logos

(See Appendix)

Advanced Publicity


This event is already heavily publicized through print media, handouts, social media, etc. ORLT
should further publicize the event by highlighting their own involvement to members through the
fall newsletter and other target audiences through Facebook events, handouts at fundraising
events, and word-of-mouth promotions.
                                                                        Situation Analysis         87


Media Coverage of the Event


If scheduled, ORLT’s involvement will be posted on the EcoFocus Web site. It will be difficult
to get individualized media coverage elsewhere, however, because of the high level of general
event promotions. This is a benefit because it reduces the burden of promotion on the ORLT
staff allowing the purpose of this event to be to raise awareness about ORLT during the
speaker’s scheduled time.


Set-up

ORLT should approach the coordinators of the EcoFocus Film Festival with a list of potential
films that would complement the issues the speaker would like to address. We recommend The
11th Hour because this movie was successfully paired with Walt Cook’s lecture at the Athens-
Clarke County Library iFilm screening in September 2009. For more information about this film
visit: http://www.imdb.com/title/tt0492931/. Set-up should be minimal as the venue will prepare
the film. ORLT will only be responsible for the speaker and their preparation.


Rain Plan


If the EcoFocus Film Festival cannot accommodate an ORLT speaker, the organization could
contact Ciné directly and propose a separate film event. This could easily become a fundraising
opportunity if Ciné would like to coordinate this but would require substantially more effort in
planning and promoting on behalf of ORLT staff. This would be a great event for an intern to
organize and implement.


Time Table


Mid-August to September 2010

Begin contacting EcoFocus staff to coordinate the addition of ORLT into the schedule.
                                                                              Situation Analysis   88


October 2010

Focus on promotions. Festival dates vary each year. The 2009 schedule ranged from October 2 to
October 30.

Contacts

This list of contacts will be helpful in planning this event in the future.

EcoFocus Film Festival

       Contact: Sara Beresford

       E-mail: ecofocusfilmfest@gmail.com or sarab@uga.edu

       Web site: http://www.ecofocusfilmfest.org/index.htm

Ciné

       Contact: Kamala Lyons, public relations director

       E-mail: kamala@athensCiné.com or info@athensCiné.com

       Phone: 706-353-7377

       Address: 234 West Hancock Avenue, Athens, GA 30601

       Web site: http://www.athensCiné.com/intro.php

Evaluation

The goal of ORLT’s participation in the EcoFocus Film Festival is to generate awareness of the
organization among community members who already demonstrate an interest in environmental
causes. ORLT should aim to recruit at least 35 people to the screening in which its speaker is
presenting. The tactics ORLT should use to promote this event are:
                                                                         Situation Analysis    89


      Facebook event
      Notification of the event on the ORLT Web site
      Word-of-mouth promotions to members and friends
      Announcement in fall newsletter

ORLT can evaluate the success of this event through answering the following:

Where did the EcoFocus staff place ORLT in the festival's schedule?
Was ORLT specifically mentioned on the EcoFocus Web site, traditional media coverage of the
festival, or in other related sources?
How many individuals noted that they were “attending” this event according to ORLT's
Facebook event?
How many people attended the event?
How long was the ORLT member able to speak at the event?
How many people at the event had never heard of ORLT prior to attending?
How many people inquired about membership or volunteer opportunities at this event?
Did ORLT receive any new members or financial support as a result of this event?

Kayaking Down the Broad

Kayaking down the Broad River is a fundraising event for ORLT in which students would pay
$20 benefiting ORLT to kayak down the Broad River. ORLT will then pay the Broad River
Outpost $15 to rent the kayaks and for transportation back to the kayakers’ cars. The event will
take place in the spring, possibly on April 22, 2010.

Anticipated Participants

This event will target UGA students, specifically other Grady students, graduate students, class
peers and other student groups and clubs in which team members are involved. Approximately
30 participants are anticipated in order to make the event financially successful.
                                                                          Situation Analysis       90


Advanced Publicity

If scheduled, the event will need much publicity. ORLT will produce fliers, create a Facebook
event, include event in ORLT newsletters, and pitch to newspapers and radio stations. For
samples of these publicity tactics, see below.

Media Coverage of the Event

Since this event is primarily targeted at UGA students, it is likely that The Red & Black will
write an article about the event. A press release has already been prepared for ORLT to send out
to the media. Please see below for a copy of the press release.

Set-up

ORLT will arrange with the Broad River Outpost the amount of kayaks needed once an
approximate number of participants has been established. The day of the event, the participants
will meet at the Broad River Outpost at 10:30 a.m. The Broad River Outpost will then distribute
the kayaks among the participants and will arrange transportation back to participants' cars after
kayaking down the river.

Rain Plan

ORLT will need to have an alternate date set for this event in the case of rain. This event will not
take place if it is raining due to safety reasons.

Time Table

Spring 2010

9:50 a.m.               All ORLT people setting up the event arrive at the Broad River Outpost.

10 a.m.                 Meet with Broad River Outpost to receive kayaks.

10:15 a.m.              All participants arrive and sign Broad River Outpost’s liability waiver.
                                                                         Situation Analysis      91


10:30 a.m.             Distribute kayaks among participants.

10:45 a.m.             Outpost helps participants put kayaks in river.

11 a.m.-3 p.m.         Participants kayak down the river and are then transported back to cars
                       after they reach the end.

Contacts

Broad River Outpost

706-795-3242

Evaluation

Evaluation of this event will be based on how much information was distributed prior to the
event as well as the results after the event. Results will be determined by counting the
participants at the event, measuring funds and awareness raised, as well as increased
memberships.

      Did Kayaking Down the Broad increase student awareness of ORLT?
      Did Kayaking Down the Broad increase awareness of ORLT throughout the local Athens
       population?
      Did Kayaking Down the Broad raise $300 during the event?
      Did Kayaking Down the Broad increase membership?
      Did Kayaking Down the Broad increase student membership by at least 10 people?
      Did ORLT volunteers or board members come to the kayaking event to raise awareness?
      How many volunteers came to the kayaking event to raise awareness?

Throughout implementation of the plan, the individual strategies should be evaluated as follows:

      Were news announcements created?
      Were press releases created?
      How many newspapers were press releases sent to?
                                                                  Situation Analysis   92


   Were feature pitches sent to local media?
   Were PSAs created and sent to local media?
   Was a fact sheet created and sent to local media?
   How many of the pitches resulted in media coverage?
   How many fliers were created for this event?
   Count the number of fliers posted throughout campus.
   Was a Facebook event created for this event?
   Count how many guests attended on the Facebook event.
   Did Broad River Outpost post information on their Facebook page?
   Did Broad River Outpost post information on their Web site?
   Did ORLT post information on their Web site?
                                                                         Situation Analysis       93


Tactics
General Press Release




Contact: (Current ORLT Intern)
Oconee River Land Trust Representative
Phone: (Current ORLT Intern's phone number)
E-mail: (Current ORLT Intern's e-mail address)
http://www.orlt.org                                         FOR IMMEDIATE RELEASE

                                   Kayaking Down the Broad

    Land conservation organization Oconee River Land Trust to hold kayaking benefit event

ATHENS, Ga. – Join the Oconee River Land Trust at the Broad River Outpost to kayak down
the Broad River on a beautiful spring day.
On (day of week), April 22 from 10:30 a.m. to 3 p.m. at Broad River Outpost, ORLT will host a
kayaking trip down the Broad River to benefit the organization. The cost to participate in this
event is only $20. This fee includes a full day of kayaking down the beautiful Broad River plus
transportation back to the kayakers' vehicles after the event, with all proceeds going to help
preserve local green space. ORLT is a nonprofit land conservation organization located in
Athens, Ga. The organization’s mission is to preserve natural land in Georgia and to protect our
state’s unique natural habitats. “Quote from Steffney about the importance of land conservation,
etc.” said Steffney Thompson, executive director of ORLT. Through the work of ORLT, more
than 2,000 acres of natural landscape in Georgia have been protected. Through generous
community support and contributions, ORLT can continue its efforts to preserve green space in
Georgia for future generations. This event is open to the public. For more information, please
visit www.orlt.com.
                                                ###
                                                                        Situation Analysis      94


PSA




Public Service Announcement
Contact:       (Current ORLT Intern)
               Oconee River Land Trust Representative
               University of Georgia
               Phone: (Current ORLT Intern’s Phone Number)
               E-mail: (Current ORLT Intern’s E-mail Address)
Note: Oconee River Land Trust is a non-profit organization.
30-Second
Kill Date: (Date)

    OCONEE RIVER LAND TRUST TO HOST “KAYAKING DOWN THE BROAD”


Come enjoy a beautiful spring day kayaking down the Broad River! On (day of week), April 22

at Broad River Outpost the Oconee River Land trust will host a kayaking trip down the Broad

River, a fundraising event for ORLT. The event goes from 10:30 a.m. until 3 p.m. and costs $20,

with all proceeds going to preserve local green space. The Oconee River Land Trust is a

nonprofit organization located in Athens that works to protect natural lands in Georgia and

protect our state’s unique habitats. They are able to continue their mission through generous

community support and contribution. More information can be found at W-W-W-dot-O-R-L-T-

dot-com.

                                             ###
                           Situation Analysis   95


Flier for Kayaking Event
                                                                         Situation Analysis        96


Facebook Event




Traditional Promotional Materials

Several forms of traditional promotional materials were used in the campaign to raise awareness
of ORLT and to promote its events and programs.

Tri-fold

A tri-fold, when displayed at events, functions as a useful visual aid in helping the audience
understand more about the organization. ORLT's original tri-fold was outdated, and the team
created a new one to display at its campaign events. The new tri-fold was displayed at the
Celebration of Land membership event, the bake sale and Music at the Farm event. It will
continue to be on display at future ORLT events to inform the audience about the organization
and to increase awareness. The tri-fold includes ORLT's mission and goals, photos of easement
properties, quotes from landowners affiliated with ORLT, membership information and other
general information regarding conservation easements.

Anticipated Audience

Participants attending ORLT events and programs where the tri-fold will be on display is the
anticipated audience for the tri-fold.

Set-up

The tri-fold will be on display either at the entrance of the event or somewhere where it can be
easily seen. It will be placed on a table in addition to brochures, fact sheets and membership
applications.
                                                                          Situation Analysis        97


Evaluation

The tri-fold was successfully created to inform its audience with up-to-date organizational
information, including new photos of easements, membership information and landowner quotes
acquired by the efforts of the campaign team. It was successfully displayed at the Celebration of
Land membership event, the bake sale, A Night for Unity, and the Music at the Farm event. The
participants who attended the events took time to read over the tri-fold and the tri-fold served as
a conversation starter for many participants. It will continue to be on display at future events.

The evaluation of the effectiveness of the tri-fold should happen at every event the tri-fold is on
display. ORLT should consider:

      Was the tri-fold on display at every ORLT event and program where the public was
       present?
      Was the tri-fold placed in a visible area?
      How many people stopped to look at the tri-fold?
      About how many seconds or minutes did each person spend in looking at the tri-fold?
      How many people inquired for more information or picked up other promotional
       materials after reading the tri-fold?
                                                                        Situation Analysis     98


Tactics
Tri-fold




Brochure

A brochure is an essential promotional piece for an organization. It provides general information
about the organization with elaborate graphics and contact information for further inquiries. The
original ORLT brochure was outdated and needed upgraded content, organization and graphics.
The team redeveloped the brochure accordingly. It includes information about the Oconee River
Watershed and its landscape, functions of ORLT, conservation easements and ways to join the
organization through membership and donations. The brochures will be distributed at ORLT
events to inform the public about the organization. Refer below for a copy of the brochure.
                                                                          Situation Analysis    99


Anticipated Audience

All participants at ORLT events and programs may potentially read the brochure. Anyone who
visits the ORLT office can pick up brochures as well. Customers of ORLT sponsors and business
partners may also be interested in picking up a brochure.

Set-up

Brochures will be placed at the ORLT office for visitors. They will also be available at events for
participants to pick up. If allowed, ORLT may leave its brochures at sponsoring organizations
and business partners for their visitors and customers.

Evaluation

The new brochure was successfully created, encompassing the improvements that needed to be
made from the old brochure. It is more organized, and each section is divided into a single
column that does not run across several pages. Also, it includes photos of easements and an
updated map of easements, which the old brochure did not have. The revised brochure uses a
standard color scheme chosen by the campaign team to give a more uniform look. It is also
graphically more appealing than the old brochure.

Once the new brochure is printed and distributed to the public, ORLT should consider in
evaluating the effectiveness of the brochure:

        How many copies of brochures were picked up at each ORLT event?
        How many people contacted ORLT after reading the brochure?
        Were copies of the brochure kept in the office for interested supporters?
           Situation Analysis   100


Tactics
Brochure
                                                                          Situation Analysis     101


Newsletter

A newsletter is an in-house publication used to announce organizational news and events to its
members. ORLT's current newsletter was in need of an upgrade. It originally consisted of four
pages that were stapled together, which made it look unprofessional and resulted in high printing
and mailing costs. The team created a new newsletter template that is only two pages in length
(front and back) with smaller font and better organization of content. The new template does not
require staples or other methods of binding; instead, it will be folded in thirds for mailing. Since
the length of the newsletter will be shortened, the printing costs and mailing costs are anticipated
to be less. The newsletter is published quarterly for ORLT members and affiliated landowners to
announce noteworthy organizational news and upcoming events and programs. For those
members and landowners who are e-mail users, the option will be given to receive the newsletter
through e-mail rather than by mail. This saves on printing and mailing costs and is helpful to the
environment as well. Also, future student members will be required to give their e-mail addresses
so that they can receive the newsletter via e-mail as well. A copy of the newsletter can be found
below.

Anticipated Audience

All ORLT members and landowners with conservation easements will receive the newsletter.
ORLT student members will also receive the newsletter via e-mail. The general public may read
the newsletter through the ORLT Web site.

Set-up

The newsletter will be mailed to those members who do not have an e-mail account listed in
ORLT member directory. The electronic version of the newsletter will be available on the ORLT
Web site and will also be sent out via e-mail as a PDF file to those members with e-mail
addresses.
                                                                        Situation Analysis     102


Evaluation

The newsletter was successfully created to save printing and mailing costs. The number of pages
was reduced from four to two with the creation of the new template, and the decision to use e-
mail for distribution enabled the campaign to save more printing and mailing costs. The new
template will be in use starting with the spring issue of the ORLT newsletter.

Evaluation of the implementation of the new newsletter should happen four times a year after
each publication has been sent out. In evaluating its effectiveness, ORLT should consider:

      How much was actually saved in terms of printing and mailing costs?
      Did any member express that they found the information on newsletter useful?
      Did any articles in the newsletter receive publicity from other publications?
      Did members express feeling more connected to the organization after reading the
       newsletters?
          Situation Analysis   103


Tactics
Situation Analysis   104
                                                                          Situation Analysis        105


Fact Sheet

A fact sheet for ORLT was created to inform potential ORLT landowners and members about
the organization and its mission. The previous fact sheet was out-of-date and needed to be
revised to include the new easements ORLT has acquired recently. The fact sheet also shares a
similar visual appeal as the brochure and newsletter, thus creating consistency throughout
ORLT’s promotional materials. This fact sheet will aid ORLT in talking to potential members
and landowners. By having a simple sheet of paper that contains key information about ORLT,
Executive Director Steffney Tompson can easily pass out the fact sheet at speaking engagements
or simply have the fact sheet at the office to provide interested volunteers or members. The cost
of printing a fact sheet is minimal, especially considering the fact sheet may be printed in black
and white ink.

Anticipated Audience

The fact sheet was created for interested volunteers, potential ORLT members and potential
ORLT landowners.

Set-up

After meeting with Steffney, campaign team members identified key information to include in
the fact sheet such as number of conservation easements. The fact sheet was created in a word
document and can be easily printed in black and white ink. Please see below for a copy of the
fact sheet.

Evaluation

The usefulness of the fact sheet may be evaluated by measuring its effectiveness in informing
interested ORLT supporters about the organization. The following questions may be useful in its
future evaluation:

        Was the fact sheet used in ORLT speaking engagements?
        Did the ORLT office have the fact sheet available for interested ORLT supporters?
        Did interested supporters find the fact sheet useful in learning about the organization?
                                                                       Situation Analysis      106


                                                              Fact Sheet

           380 Meigs St.
         Athens, GA 30601
       Phone: 706-552-3138
        Fax: 706-613-7775
       Web: www.orlt.com
   Steffney Thompson, Executive
             Director
        Board of Directors
           Chris Canalos
         Robert Carson, Jr.          Oconee River Land Trust (ORLT) is a nonprofit
           Jane Cassady              organization, founded in 1993 to conserve natural lands
            Walt Cook                and protect water quality. ORLT protects land through
           Larry Dendy               conservation easements. This type of agreement
          Daniel Hope III            permanently limits development on a property, or a
        Stephen Humphreys            portion of a property, keeping the area under easement
         Kenneth H.Jarrett           largely in its natural state while allowing the owner to
            Clint Moore              continue to use and live on the land.
          Hans Neuhauser
        Madeline Van Dyck            Did You Know?
           Davin Welter                  ORLT has recently been accredited by the Land
                                     Trust Alliance. Less than 100 land trusts across the nation
            John Willis
                                     have achieved this distinction.
           Smith Wilson
           Membership                    ORLT protects natural green space in Walton,
                                     Athens-Clarke, Oconee, Barrow, Madison, Oglethorpe,
   People can participate in land    Baldwin and Jackson Counties.
   conservation efforts at various
         membership levels:              ORLT has 28 conservation easements within the
          Land Saver ($30)           Oconee River Watershed.
         Land Steward ($50)
       Land Protector ($100)               The Oconee River watershed provides drinking water
      Land Conservator ($550)        to residents throughout the region.
    Trustee of the Land ($1,000)
 Annual memberships provide the             To date, ORLT has protected over 2,000 acres of
  ongoing support ORLT needs to      land.
     carry out its important land
conservation work. All membership        ORLT works with landowners and developers to
                                     permanently protect the important natural resources
            contributions
                                     found there.
      are 100% tax-deductible.
                                           ORLT has permanently protected 101 acres of forest
                                     in the Orange Twin Conservation Community located in
                                     Clarke County.
                                                                        Situation Analysis     107


Web site

Redesigning the ORLT Web site was done in an effort to streamline branding, make information
more accessible, and update the land trust's online appearance. Designers focused on two goals:
first, to make the Web site more modern in appearance and second, to create an easy system for
content management. The gradient background and horizontal navigation bar are both trends in
modern Web design and the ORLT logo was placed in the optical center to draw visual attention.
Finally, the centered content is simplistic and consistent and ORLT will have no issues with
alignment.

Anticipated Audience

The Web site was designed with the ORLT landowners and members in mind as well as potential
ORLT supporters. The site contains PDF files of the newsletter as well as information about
conservation easements in general.

Set-up

To address the content manageability there were several options but the best choice was an
existing content management platform called WordPress. WordPress.org supplies free and
customizable technology for users to host on their own servers. At its core this technology
powers advanced blogging, however major entities such as the Ann Arbor Chronicle (an online-
only newspaper for Ann Arbor, Michigan), and the University of Maine use WordPress
technology to generate its Web sites. WordPress is reliable, it is long-standing in the Web
industry, and it is user-friendly. After a customized Cascading Style Sheet (CSS) was coded for
ORLT, WordPress code in the general scripting language of PHP was written to meet the needs
of ORLT in the goal of simplifying content management. The final design was coordinated with
the pre-existing designer Jenny Yearwood and launched on Nov. 9, 2009. Executive Director
Steffney Thompson was briefed by the campaign team on how to manage the Web site, and clear
instructions were provided to assist her through each step.
                                                                        Situation Analysis    108


Evaluation

The goal was for the Web site to provide all the information a potential member or landowner
would like to know about ORLT. Those not particularly knowledgeable about land trusts and
conservation easements should ideally be able to visit the new ORLT Web site and leave with a
beginner’s grasp on conservation easements and the functions of ORLT.

To evaluate the effectiveness of the new Web site, questions asked consisted of:

      Was there an increase in traffic to the site after launching the new Web site?
      Did ORLT receive more inquiries from potential members and/or landowners interested
       in conservation easements?
      Did ORLT experience an increase in membership?
      Did ORLT receive invitations to participate in more opportunities after the launch of its
       new Web site?
         Did more students contact ORLT and inquire about possible job and volunteer
       opportunities after the new Web site launched?

Tactics
Home Page
               Situation Analysis   109


About Page




Gallery Page
                                                                         Situation Analysis     110


Resources Page




Join Page




PowerPoint

A PowerPoint serves as a visual guide during speeches and presentations to help the speaker
better explain his or her ideas and the audience better understand the content of the presentation.
ORLT's executive director is often invited to speaking engagements at local organizations,
                                                                         Situation Analysis     111


meetings, conferences and events to discuss the work of ORLT and the function of conservation
easements. A PowerPoint slide show was created to provide her a visual aid during these
presentations. The PowerPoint is composed of 23 slides which include ORLT's mission, map of
protected areas, importance of land preservation, conservation easement and benefits, pictures of
current easements, quotes from affiliated landowners, membership and contact information. The
ORLT logo was placed in the bottom right-hand corner of each slide to give the PowerPoint
uniformity and credibility. The executive director will use the PowerPoint at future speaking
engagements so the audience has a visual aid to help them learn more about ORLT and its work.

Anticipated Audience

The target audience includes participants at local meetings, conferences and events where
presentations will be given about ORLT.

Set-up

In order to show the PowerPoint slides, there must be a computer or laptop and a projector or
monitor to screen the slide show. If this technical equipment is unavailable, the PowerPoint
cannot be used.

Evaluation

The PowerPoint slide show was successfully created, and ORLT's executive director looks
forward to using it at future speaking engagements. The ORLT board was pleased with the idea
of having a PowerPoint for the organization, expressing their excitement with the technological
advancement in their presentation method.

The evaluation of the implementation of the PowerPoint should come after each speech that this
tool accompanies. ORLT should consider:

        Did the ORLT representative find it easier to grab audience attention with the
         PowerPoint?
        Did the audience express that they found the PowerPoint helpful in understanding the
         organization and its functions?
                                                                        Situation Analysis   112


      Was the quality of the speech increased due to the PowerPoint?

Tactics
PowerPoint Presentation Slides
Situation Analysis   113
Situation Analysis   114
Situation Analysis   115
                                                                        Situation Analysis    116




Feature Story

A feature story highlighting the profiles of Steffney Thompson was written and pitched to local
newspapers and magazines. If the story on Steffney gets picked up by press and receives public
attention, there will be increased awareness of ORLT and the work that Steffney and members
do within the organization. The feature story can also be used in the newsletter and Web site as
Steffney's profile.

Anticipated Audience

Anticipated readers include Athens community members, ORLT landowners, volunteers, UGA
students, and potential ORLT landowners.

Set-up

A campaign team member interviewed Steffney Thompson and wrote a feature story
emphasizing Steffney’s passion for land conservation and ORLT. The story was prepared to be
pitched to Athena magazine, Southern Distinction and Athens Magazine. See below for a copy of
the feature story.

Time Table

Sept. 11, 2009
Potential feature story pitched to Athena, Southern Distinction, and Athens Magazine.
                                                                       Situation Analysis     117


Nov. 3, 2009
Steffney Thompson interviewed by campaign team.

Nov. 11, 2009
Feature story written.

Evaluation

The feature story on Steffney Thompson was written to create buzz and awareness about ORLT
around the community and to highlight the important work of an Athens resident. ORLT can
evaluate the success of the feature story as follows:

      How many publications expressed interest in publishing the feature story?
      Did the feature story get published in any of the magazines or newspaper that were
       pitched?
      What is the readership numbers for the publications that printed the story?
      Did ORLT see an increase in membership interest as a result of the feature story?
      Did ORLT encounter an increase in interested landowners after the publication of the
       feature story?

Tactics
Feature Story

We all have passions, but many of us are not able to experience the joy of incorporating
them into our daily lives. Athens area resident Steffney Thompson is one of the fortunate
few with the opportunity to turn her passion into her life's work.

As the executive director of Oconee River Land Trust (ORLT), Thompson gets to use her
love for land to make a difference throughout Northeast Georgia. ORLT, an Athens
based nonprofit organization, is committed to preserving land in the state of Georgia and
currently is one of only 78 nationally accredited land trusts. Its mission is to conserve
natural lands to protect water quality, preserve wildlife habitat and enhance our quality of
life now and for future generations.
                                                                    Situation Analysis     118


“I don't know that I would keep doing this job if it were just a job,” she says. “You don't
necessarily get daily thank yous. I don't work in a glamorous office so you have to have
another reason to do it.”

“I think, 'You know, something I have done is going to be there in a hundred years, and
people will be able to walk on it and experience it,'" Thompson says. "Two thousand
acres is much better than zero.”

From an early age Thompson felt connected to environmental issues. She remembers
taking a wagon around her neighborhood on the first official Earth Day to collect
newspapers and money to “help save the earth.” She made about eight dollars.

“I can't remember what I did with that eight dollars,” she says, adding with a laugh, “I
hope I did something good. I think I've been atoning for that for the rest of my life.”

Raised in Missoula, Mt., Thompson attributes her love of undisturbed natural areas to the
landscapes she experienced all around her as a child. “Growing up out west with
undisturbed, wide vistas of open land made a lasting impression on me,” says Thompson
nostalgically. “Being surrounded by it in your everyday life, going to the river, skiing,
and playing as a kid all made natural areas really important to me.”

Outside of her work with ORLT, Thompson has been involved with local river
monitoring event River Rendezvous and the Upper Oconee Watershed Network, an
organization dedicated to preserving and improving local water quality.

Thompson enjoys hiking around Athens in her free time, especially at the State Botanical
Garden of Georgia on the Orange Trail. She is most reminded of how important it is to be
able to experience natural landscapes when she's spending time outdoors with her 16-
year-old son, Micah, and 12-year-old daughter, Claire.

“It amazes me, seeing how much they like it,” smiles Thompson. “I keep thinking they'll
say they're bored but they never are, which is incredible. You get kids outside and it's
always a good thing.”

She says that in the same way that the people in different regions have unique accents,
our landscapes also define us.

“What do I love about Athens?” Thompson says. “The rolling hills! The trees! Otherwise
we look like any place in America.”
                                                                        Situation Analysis    119


Thompson believes that we can all do our part to make a difference where we are, even in
small ways.

“You can't save the world. You do what you can where you are, and we have an
obligation to do something.”

Google Alerts

This campaign originally created a Google Gmail account in order to register ORLT for the
social media described below and to use as a correspondence tool with intern applicants. Another
helpful feature that has been enacted under this account is Google Alerts. With this tool, Google
automatically sends an e-mail to ORLT's Gmail each time a source mentions the organization or
related matters. ORLT can specify the topics it would like to be notified about through
modifying search terms. For example, the current terms Google searches for ORLT are
“conservation easement Athens, Georgia” and “Oconee River Land Trust.” So far, Google has
sent notifications of relevant topics of interest to ORLT such as an article where an Orange Twin
artist describes his involvement with a conservation easement. This is a simple way to keep
ORLT staff up-to-date with the ways in which the organization is being portrayed in the media
and other online sources.

Anticipated Audience

Google Alerts will assist Steffney Thompson and board members in monitoring media coverage
of ORLT. Since this is an internal tool for ORLT, there are no other external audiences for this
tool.

Set-up

The creation of Google Alerts was simple; key search terms were pre-selected by the campaign
members and integrated into the Google Alert system. To access the ORLT Gmail account visit
http://www.gmail.com. The account id is “oconeeriverlandtrust” and the password is
“conservation.” To access Google Alerts, go to http://www.google.com/alerts/ and sign in
through this account.
                                                                          Situation Analysis     120


Evaluation

ORLT can evaluate this service by rating the relevance of the articles submitted to the
organization's inbox to the search terms specified in the Google Alerts preferences. ORLT can
then modify search terms to either broaden or narrow the topics covered by Google Alerts.

Tactics




Social Media

Facebook Page: Oconee River Land Trust

The Oconee River Land Trust Facebook page presents the organization as a business and allows
Facebook users to become “fans” of this business. ORLT can create events through this tool and
invite “fans” to join these events. Unlike Causes, this is not an application, and is therefore more
accessible through Facebook search. Also, users do not have to go through the process of adding
an application to view this profile. However, this tool does not invite users to donate to the
organization and promotes ORLT more objectively. Causes, described below, complement this
page through alternate features and creates a more subjective, advocacy oriented climate. Please
see below for a screen shot of the business page. A separate Facebook page will also be created
                                                                         Situation Analysis     121


to promote the Student Membership Program and to invite fellow students to learn information
about the program.

Facebook Events

Facebook Events is included within the business page and offers an easy way for ORLT to raise
awareness about a planned event to a large audience in a short period of time. We used this form
of media to promote the Barberitos percentage night, the bake sale and the Music at the Farm
event. It would be beneficial for ORLT to promote future events through this channel as well.
Visuals of the Facebook Events created by this campaign are below.

Facebook Cause: Conserve Athens Green Space, Support Oconee River Land Trust!

The Facebook Causes application allows Facebook members to support nonprofit organizations
online. The ORLT Cause offers photos, informational links and an opportunity to donate for
anyone who views the page. Each time someone joins, ORLT’s name is replicated on the
Facebook news feed and the profile of that individual. Causes, however, does not allow ORLT to
create and promote events. Please see below for a visual example of the Causes page.

Anticipated Participants


Facebook activities will primarily target university students, as these individuals tend to be more
active in social media regarding awareness and fundraising for causes and events. Also, this
audience is readily accessible through the “friends” the campaign's group members have already
established. Once the Cause or event was created, invitations were sent to join through campaign
members' “friends” list and hopefully those individuals then invited their own friends in a chain
reaction, reaching a broad audience.

Sponsors


Facebook and Facebook Causes.

To register visit: http://www.facebook.com/
                                                                         Situation Analysis   122


Set-up

The Facebook Page has also been created: http://www.facebook.com/home.php#/pages/Athens-
GA/Oconee-River-Land-Trust/178250568640?ref=ts
The Facebook Cause has already been established. This link will help direct you to the ORLT
Cause page: http://apps.facebook.com/causes/367301?m=618c3fb4

Facebook events should be created between one to two weeks prior to an event. This would be a
great task for an intern to maintain.

Evaluation

The evaluation of ORLT's activity on Facebook should be constant. The goal of this campaign is
to get at least 50 members to join the Facebook Cause and the business page. Currently, there are
38 members recruited to the ORLT Facebook Cause and 17 who are “fans” of ORLT through the
business page. ORLT should continue to proactively recruit new members and manage these
sites through adding new events and discussions.

The evaluation of Facebook events will pertain to each individually. ORLT should consider:

        How many people indicated they were “attending” the event?
        How many people actually attended?
        Was there any activity on the event page that discussed the event?
                     Situation Analysis   123


Tactics
ORLT Facebook Page
                                                                        Situation Analysis    124


ORLT Facebook Causes




ORLT on Flickr

Flickr is an online photo management and sharing application that will allow ORLT to organize
photos of their events and conservation easements as well as share these photos with the public.
ORLT will highlight the natural beauty of its land through this photostream to provide a visual
reminder to target audiences of the value of conservation.

Anticipated Participants


The open accessibility of Flickr accounts will allow anyone browsing photos to access ORLT’s
photostream. ORLT can add a link to its Flickr photostream to its main Web site and Facebook
Cause to help create a cohesive online presence. This will serve as a visual source to audiences
already searching for ORLT or conservation easement information. Please see below for a screen
shot of ORLT's Flickr page.

Sponsors
Flickr. The permanent link to ORLT’s photostream is http://www.flickr.com/photos/orlt/.
                                                                          Situation Analysis     125


Advanced Publicity


ORLT may also add the link to its newsletters, brochures, e-mails, etc.


Set-up


The Flickr account for ORLT has already been established and many photos have been
uploaded. This site should be updated any time new photos of easements are available.

To access this account, visit http://www.flickr.com and click the Sign In link at the top right. The
Yahoo ID is oconeeriverlandtrust@yahoo.com and the password is conservation.

Evaluation

ORLT should continuously monitor and evaluate the usefulness of the Flickr page through the
number of views the page receives. This number is found to the right of “Your Photostream.”
This campaign's goal is to reach at least 50 views. Currently, there are 28 visitors to this page.
                 Situation Analysis   126


Tactics
ORLT on Flickr
Situation Analysis   127
                                                                        Situation Analysis      128


Programs

ORLT Student Membership Program


In order to raise awareness and funds for ORLT, this campaign has initiated a student
membership program targeted at UGA students. The program launched in fall 2009 and the
campaign's goal was to raise awareness and generate interest in the new membership program.
The following details will be provided to ORLT to continue the program in the future.


Participants


The ORLT student membership program targets UGA students, especially those who are
environmentally conscious and are looking for volunteer opportunities. According to the
campaign's online survey of UGA students, at least 39 percent of UGA students are interested in
becoming student members of ORLT, thus proving the student population at UGA is a valuable
audience for ORLT to reach out to for support. Primary research found that many students are
concerned about land conservation and are willing to contribute to help save green space. The
team targeted students who are interested in volunteer opportunities, as student members will
have the chance to 'Walk the Land' to ensure no development is occurring on conservation
easements.


Launch

The student membership program was launched in fall 2009. At events during the fall campaign,
including the concert at Farm 255 and bake sale, fact sheets about the membership program and
applications to join were available. Information about the student membership program was also
included in the updated brochure, fact sheet and PowerPoint presentation. Team members also
recruited students to join through word-of-mouth by speaking at service sorority and fraternity
meetings.
                                                                          Situation Analysis     129


Cost


The student membership costs $10 a year. Primary research found that the majority of students
are willing to pay $10 to become members. This is a reasonable price for the membership
program, considering many students are unaware of ORLT. In the future, ORLT may be able to
raise the membership cost when students are more aware of its efforts to conserve green space in
Athens. Students are able to pay in person at events or on the ORLT Web site where students can
use the PayPal account to pay for the membership.


Membership


Membership with ORLT provides many benefits for students. As Steffney has communicated,
there is a need for student volunteers to help walk the land easements to check for violations of
contracts. Student members will have the opportunity to help ORLT in this process. To
communicate volunteer opportunities to student members, e-mails of the students were compiled
to start a listserv. We also collected students' addresses to send the newsletter and any postcards.
All members' e-mails and addresses were complied in an Excel spread and provided to ORLT.
The ORLT intern will be responsible for maintaining constant communication with student
members. Please see the Appendix for a copy of our application.

Incentives

From our research, we discovered students would be interested in joining an organization that
provides free T-shirts and volunteer opportunities. Based on our limited funds, we were not able
to provide free T-shirts for interested students but we emphasized the volunteer opportunities
available by becoming a student member through the use of a fact sheet and other promotional
tools. Also, a $25 gift card donated by Gnat's Landing was offered as an incentive to join. This
provided an incentive for students to join at no cost to our campaign.
                                                                        Situation Analysis     130


Promotion

To recruit students to become members of ORLT, promotional materials were created. A fact
sheet was passed out at events and to any interested students. Also, information about the
program was included in the brochure, fact sheet, and Power Point presentation. We also created
a Facebook fan page for the ORLT student membership program to inform students about the
program and ORLT. Please see below for a copy of our fact sheet and screen shot of the
Facebook page.

Future

To continue the ORLT student membership program, all promotional materials and information
will be provided to the ORLT internship program. Since all candidates for the internship
program are UGA students, the intern will be responsible for recruiting students to become
ORLT members and communicating news and events to student members. Once ORLT obtains a
significant number of student members, it will be important to maintain communication with the
members. The intern will also be responsible for communicating volunteer opportunities to
members. It also may be important for the intern to plan an annual student membership event.
The student membership program will address the needs of raising awareness and funds for
ORLT.

Evaluation

The campaign team provided information about the student membership program at the Music
and the Farm event and bake sale. Because participants at these events were usually too
distracted to sign up for the membership program, the team was unsuccessful in recruiting
members. The campaign team was able to successfully raise awareness of the student
membership program, especially by speaking to the service sorority chapter meeting. Gamma
Sigma Sigma was very welcoming to new volunteer opportunities and expressed an interest to
become involved with ORLT. The team recommends the student intern continue to reach out to
service organizations to recruit for the program.
                                                                         Situation Analysis        131


The tactics implemented to recruit student members include the use of a fact sheet, word-of-
mouth, and a Facebook fan page. The most successful tactic used was word-of-mouth. By talking
to fellow students and communicating the benefits of becoming a member, the team was able to
get students interested. The fact sheet was also a useful tool, as students who did not have the
time to speak with campaign team members could take a copy and read about the program later.

Future Direction

In the future, the success of the student membership program may be evaluated as follows:

       Did ORLT recruit at least 15 new members each year?
       Did ORLT utilize the Facebook fan page to recruit students to join?
       Did ORLT utilize the fact sheet to inform students about the program?
       Did the ORLT intern maintain consistent communication with ORLT student members
        through the use of a listserv, newsletters, Facebook and event updates?
       Did ORLT provide incentives for students to join such as volunteer opportunities, a free
        T-shirt, or a free gift card?
       Did ORLT recruit students by speaking at service fraternities and sororities on campus?

Time Table


October 2009

Finished all promotional materials (i.e. fact sheet, application, Facebook page) and began to
recruit students to the program.

November 2009

Nov. 3, 2009

Spoke at Gamma Sigma Sigma chapter about the student membership program and recruited
students to join.
                                                                     Situation Analysis   132


Nov. 9, 2009

Promoted student membership program at bake sale at Tate. Passed out our fact sheet and
supplied applications for students to join.

Nov. 19, 2009

Promoted student membership program at Farm 255 event. Passed out fact sheets and had
application for students to join.

Tactics
Facebook Page
                                                                         Situation Analysis    133


            380 Meigs St.,
           Athens, GA 30601
         Phone: 706-552-3138
          Fax: 706-613-7775
          Web: www.orlt.com
 Steffney Thompson, Executive Director

          Board of Directors
             Chris Canalos                                     Did You Know?
           Robert Carson, Jr.
             Jane Cassady                        ORLT has recently been accredited by the Land
              Walt Cook                     Trust Alliance. Less than 100 land trusts across the
             Larry Dendy                    nation have achieved this distinction.
            Daniel Hope III
          Stephen Humphreys                     ORLT protects natural green space in Walton,
           Kenneth H.Jarrett                Athens-Clarke, Oconee, Barrow, Madison, Oglethorpe,
              Clint Moore                   Baldwin and Jackson Counties.
            Hans Neuhauser
          Madeline Van Dyck                      ORLT has 28 conservation easements within
             Davin Welter                   the Oconee River Watershed.
              John Willis
             Smith Wilson
                                                 To date, ORLT has protected over 2,000 acres
                                            of land.
         Student Membership
    Students can participate in land
                                                 ORLT works with landowners and developers
conservation efforts by becoming student
                                            to permanently protect the important natural resources
       members at a reduced fee:
                                            found there.
          Student Membership
           Junior Dawg ($10)                     ORLT has permanently protected 101 acres of
                                            forest in the Orange Twin Conservation Community
             Big Dawg ($15)
                                            located in Clarke County.
            Top Dawg ($20)

Annual student memberships provide the          YOU can help by becoming a student member
 ongoing support ORLT needs to carry        and volunteering. Join today!
out its important land conservation work.
All membership contributions are 100%
              tax-deductible.
                                                                         Situation Analysis     134


ORLT Internship

In an effort to continue both the public relations work begun by the campaign team and the work
currently done by ORLT staff, an unpaid public relations internship was recommended and
created.

Anticipated Participants

Applicants were anticipated to be UGA students majoring in public relations or other
communications-related fields.

Participants

Applicants were UGA students majoring in Public Relations. The student receiving the position
was a Public Relations major.

Description

ORLT will offer a 12-week public relations internship each semester, in both the fall and spring.
This unpaid internship requires a commitment of 10-15 hours per week and accommodates the
student's class schedule when possible. The intern's responsibilities include:

      updating and managing ORLT's Web site
      updating and managing ORLT's Facebook Cause pages
      updating and managing ORLT's Flickr account
      proactively maintaining local media relations- pitching articles, writing feature stories,
       etc.
      updating ORLT's member database with current and complete contact information
      clerical work: answering e-mails, etc.
      coordinating and promoting ORLT annual membership event with fliers, Facebook
       events, etc.
                                                                        Situation Analysis      135


      planning, coordinating and promoting new events such as benefit concerts, percentage
       nights, speaking engagements, more membership events, and the “Kayaking Down the
       Broad River” event
      managing student membership program: recruitment, communication, volunteer
       opportunities, possible student membership event
      promoting volunteer opportunities to members and others
      creating quarterly newsletter
      maintaining communication with student members

ORLT requested an e-mailed resume, cover letter and writing samples as part of the application
process.

Promotion

The internship was promoted primarily online. A description of the internship was sent over
UGA's Grady College listserv, UGA's Public Relations Student Society of America (PRSSA)
listserv and UGA's Career Center listserv. Note the contact information below. Word-of-mouth
promotion was also used by Grady students involved in this campaign and their acquaintances,
including friends and classmates. The first internship will begin in January 2010. Please see
below to view the internship announcement.

Contacts

Grady Career Services

       Contact: Cecil Bentley, director of corporate and alumni relations

       E-mail: cbentley@grad.uga.edu

PRSSA

       Contact: Courtney Garmhaus, PRSSA secretary

       E-mail: courtney.garmhaus@gmail.com
                                                                       Situation Analysis    136


       Web site: http://ugaprssa.wordPress.com/

University of Georgia Career Center

       E-mail: career@uga.edu

       Phone : 706-542-3375

       Address: 2nd Floor, Clark Howell Hall, Athens, Georgia 30602

       Web site: http://www.career.uga.edu/

Time Table

November 2009

Nov. 2, 2009

Sent internship description to contacts to be sent over listservs. Reviewed resumes as they came
in.

Nov. 9, 2009

Informally promoted internship by word-of-mouth to interested students at bake sale outside of
Tate Student Center.

Nov. 20, 2009

Resume deadline. Finished reviewing all resumes. Arranged phone or in-person interviews if
desired.

Nov. 23-27, 2009

Conducted interviews. Chose candidate and offered position.

January 2010
                                                                         Situation Analysis     137


Jan. 11, 2010

Start of internship.

April 2010

April 5, 2010

End of internship.

Evaluation


This campaign aimed to have this internship posted on the Grady College listserv, the Public
Relations Student Society of America (PRSSA) listserv and UGA's Career Center listserv. The
campaign successfully obtained this goal. The program was initially successful in obtaining one
student applicant whose resume displays the desired qualifications. Further evaluation should
gauge the intern's qualifications over the course of the program.


ORLT should evaluate the performance of the intern and the usefulness of this program to the
organization after the internship period. ORLT should consider these questions upon evaluating
the intern:

       Did the student intern demonstrate excellent oral and written communication skills?
       Was the intern flexible in meeting the communication needs of ORLT?
       Were the desired qualifications found in the student's initial resume implemented during
        the internship?
       Did the intern display self-motivation and confidence in initiating tactics independently?
        Or did the intern require constant guidance to complete assigned tasks?
       Was the internship program helpful in reducing the work load of ORLT staff regarding
        communication needs?
       Was the internship helpful in building public relations experience for the intern?
                                                                               Situation Analysis      138


Tactics
Internship Announcement

PUBLIC RELATIONS INTERN

Oconee River Land Trust

Athens, Ga.

The Oconee River Land Trust is a local nonprofit land conservation organization. ORLT’s mission is to
conserve natural lands to protect water quality, preserve wildlife habitat, and enhance the quality of our
lives and those of future generations. A small group of board members maintains the organization and
needs the help of a student intern to generate effective communication tactics to members and key
publics. This is a flexible internship as the student will be able to create and implement tactics
independently through the guidance and approval of the ORLT staff. The internship will last 12 weeks
beginning in January 2010. This is an unpaid internship.

Responsibilities:

       updating and managing ORLT’s Web site, Facebook page, and Flickr account
       proactively maintaining local media relations: pitching articles, writing feature stories, etc.
       updating ORLT’s member database with current contact information
       clerical work: answering e-mails, etc.
       plan, coordinate and promote new events such as benefit concerts, percentage nights, speaking
        engagements, membership events, etc.
       manage student membership program- recruitment, communication, volunteer opportunities,
        possible student membership event
       create quarterly newsletter

Desired skills: Applicants must be self driven and display excellent written and oral communication
skills. Experience with social media and graphic design a plus.

Hours: 10-15 hours per week, flexible.

To Apply: Please send your resumé, cover letter, and two writing samples
to oconeeriverlandtrust@gmail.com.

For more information about ORLT visit: http://www.orlt.com
                   Situation Analysis   139


Listserv E-mails
                                                                       Situation Analysis     140


Donation Jars

This campaign created donation jars bearing the ORLT logo to be placed at various businesses
around Athens. Aside from raising funds for ORLT, the donation jars were an easy way to
expose more of the public to ORLT and its mission.

Anticipated Participants

Participants included Athens businesses, specifically those that share a similar mission as ORLT
and those with high foot traffic. Businesses targeted during the fall campaign include Daily Co-
op, Dynamite Clothing, Cups Cafe, Espresso Royale Café, Athens Power Yoga, and Big City
Bread Café.

Participants

The campaign successfully placed jars at Sunshine Cycle Shop, Daily Co-op and Half Moon
Outfitters. Jars were also passed around during the Alpha Kappa Psi and Gamma Sigma Sigma
chapter meetings.

Set-up


Mason jars, paper, and glue were purchased from Walmart. Logos were designed to fit the jars,
which were printed on colored construction paper and then glued to the jars using Modge Podge.
Please see Appendix for jar logos and a photo of the completed jars.


Rain Plan


If the first businesses approached were not receptive, new places were selected. Alternate
venues were considered; for example, instead of food and retail, offices were approached. The
jars were also used at various ORLT events.
                                                                         Situation Analysis      141


Time Table


First round of placements: Oct. 15, 2009 through Nov. 19, 2009.

Successfulness of the jars can then be evaluated and a decision will be made as to whether it is
beneficial to proceed with a second round.

Post event: Send thank-you letter to all businesses that participated.

Evaluation

The successful of the jars may be evaluated based on the following questions:

      How much money did the jars raise?
      Were the jars more successful at the businesses or at ORLT events?
      How many businesses were approached? How many were receptive?
      Were there any apparent trends regarding which businesses accepted? (i.e. not chains)
      Did the money solicited outweigh the cost of production?

The mason jars raised a total of $10. With more time, the campaign team believes more funds
can be raised. It is also helpful to place the jars in businesses where the owner supports the cause
and will direct customer towards the jars. The owner of Sunshine Cycle Shop was very helpful
and supportive of the cause. The jars were also more successful at events. For example, at A
Night for Unity, the ORLT mason jars collected $6. Though the jars may not raise a significant
sum of money, the money raised can be used towards printing fliers for events or purchasing
food for the membership event.

Future Programs

Georgia Shares


Georgia Shares is an alliance of nonprofit organizations that benefit from a voluntary payroll
deduction plan where employees from various workplaces can donate to community causes.
                                                                         Situation Analysis     142


Employees can choose which organization they would like to donate to based on their personal
interests.


Anticipated Participants

This program is of interest to ORLT because of the high level of involvement of Athens locals,
predominately University of Georgia faculty and staff. UGA employees alone raised $435,000
last year for their causes. With only 38 participating nonprofits, each organization received an
average of $11,447.37 from UGA employees alone. One of the participating organizations is the
Athens Land Trust. According to an article in the Red & Black, approximately 23 percent of
faculty and staff participate in the Georgia Shares program. About 32 universities throughout
Georgia participate in the program, along with a few other public, private and member agency
campaigns.

Advance Publicity


If ORLT chooses to participate in Georgia Shares, the organization should submit a press release
to the Athens Banner-Herald and the UGA faculty and staff newspaper, Columns, to announce
its participation in the program. It would also be helpful for ORLT to target UGA employees
with informational materials about the organization itself to increase awareness and thus ensure
that ORLT is not simply another name on a list of organizations. Furthermore, information about
Georgia Shares should be added to the ORLT Web site explaining what the program entails and
how to get involved.


Set-up


To become part of Georgia Shares, ORLT must submit an application along with a $100 fee for
an associate membership or a $500 fee for a full membership. The fee will be refunded if the
application is not accepted. This campaign cannot initiate this partnership because Georgia
Shares is not currently accepting applications. Applications for new member agencies will be
accepted in fall 2010.
                                                                        Situation Analysis    143


The application and more information can be found at http://www.georgiashares.org.

Contact: Sherry Sutton, Executive Director

       1318 Carter Rd., Ste. 100
       Decatur, GA 30030
       Tel: 404-284-4349
       Fax: 404-284-2667
       E-mail: georgiashares@bellsouth.net

Evaluation


ORLT should consider the following in evaluating the success of this program:
      How many employees donated to a nonprofit through Georgia Shares in the year that
       ORLT became involved?
      Of those donors, how many chose ORLT?
      Did media announce that ORLT was a new participant?
      How else were employees presented with information about ORLT as an organization?
      Was the initial application/membership fee recovered through the donations ORLT
       received?
      For the upcoming cycle, what are new ways to raise awareness and engage the target
       audience regarding Georgia Shares?


ORLT could also survey UGA employees to gain insight on more specific demographics and
psychographics of who participates in this program, why, and how they chose the nonprofit they
support.

Friends of Earth Fare Program

Each month, Earth Fare has a new local organization join with them through their Friends of
Earth Fare program. At each cash register, there is a donation box setup with both the logos of
Earth Fare and the local organization. They also become the beneficiary of Earth Fare’s award-
                                                                            Situation Analysis     144


winning bag recycling program for the entire month. Each time a customer reuses a bag for
groceries instead of taking a new paper or plastic one, Earth Fare donates 5 cents for each bag to
the local nonprofit Friend of the month. After speaking with an employee at Earth Fare, we
learned that the Friend of the Month usually earns over $1,000 in funds as well as increased
awareness. Not only does this help everyone conserve non-renewable resources used in the
production of both paper and plastic bags, it helps immediately impact the health of the
community through supporting local organizations. Earth Fare’s goals and values align nicely
with ORLT's. This program would not only help raise awareness to an abundance of shoppers
who share similar interests, but it would also help raise a large sum of funds that could be used to
help ORLT with its budget.

Anticipated Participants

The target audience for this event is the Athens community. With the environmentally conscious
consumers that already shop at Earth Fare, the majority probably already bring their reusable
grocery bags. If only 50 percent of consumers brought their bags, the estimated number of
people in a month that would be donating 5 cents would be over 500 people.

Sponsors

Earth Fare is a supermarket initiated in 1993 that decided to join the growing movement to push
natural and organic foods to the forefront of the American culinary experience. Its mission is to
feed and inspire the healthy person inside us all. As Earth Fare likes to say, it sells food that is as
close to the ground as it gets. Earth Fare also believes in working in harmony with the
communities that support its business.

Logos

There will be a special box made with both the ORLT logo and Earth Fare’s logo on it that will
be placed at each register for customers to donate their spare change. Please see Appendix for
Earth Fare’s logo.
                                                                        Situation Analysis        145


Advanced Publicity

This event will not need much publicity. Since it is a month-long event at a supermarket that
already has a core group of shoppers, this event should raise plenty of awareness and funds for
ORLT. Earth Fare has a Facebook group that it would update when ORLT becomes the Friend of
the Month. ORLT could also add an announcement on both its Web site and Facebook group. It
could also make its members aware via the newsletter if time permits.

Media Coverage of the Event

Because Earth Fare is well known in Athens, it is very likely that the Red & Black or Athens
Banner-Herald would write a feature story about ORLT when it becomes the Friend of the
Month. A press release announcing the partnership has already been drafted and can be seen
below.

Set-up

Set-up is simple and quick. Earth Fare provides ORLT with the boxes that are set at each cash
register. The only thing they ask is for volunteers to come to Earth Fare a couple of Saturdays
during the month. Earth Fare encourages ORLT volunteers to spend time at the supermarket
interacting with customers and informing them about the organization. The volunteers' tasks
could include anything from setting up a table and handing out brochures, to talking to customers
while helping bag their groceries. It would be ideal to bring the ORLT tri-fold, brochures, and a
sign-up sheet for potential members. All upcoming fundraising events for ORLT should be
promoted during this time as well.

Time Table

Spring 2010

Beginning of Month

Bring necessary information and materials to Earth Fare
                                                                       Situation Analysis     146


1st Saturday of Month

10a.m. - 3 p.m.              Volunteers arrive, set up table, and pass out business materials at
                             Earth Fare. Some volunteers can also help customers bag their
                             groceries while informing them about ORLT.

3rd Saturday of Month,

10 a.m. – 3 p.m.             Volunteers arrive, set up table, and pass out business materials at
                             Earth Fare. Some volunteers can also help customers bag their
                             groceries while informing them about ORLT.

End of Month

ORLT contacts Earth Fare to pick up donation boxes and funds raised.

Contacts

Tatiana, Marketing Coordinator

706-227-1717

Evaluation

Results will be determined by measuring funds and awareness raised, as well as increased
memberships.

Upon the completion of the campaign, success of overall objectives can be evaluated through
assessments of:

      Did Friends of Earth Fare increase student awareness of ORLT?
      Did Friends of Earth Fare increase awareness of ORLT throughout the local Athens
       population?
      Did Friends of Earth Fare raise $500 during ORLT's month of awareness?
      Did Friends of Earth Fare increase membership?
                                                                       Situation Analysis     147


      Did Friends of Earth Fare increase student membership?
      Did ORLT volunteers or board members come to Earth Fare twice a month to raise
       awareness?
      How many volunteers came to Earth Fare to raise awareness?

Throughout the implementation of the plan, the individual strategies should be evaluated as
follows:

      Were news announcements created?
      Were press releases created?
      How many newspapers received press releases?
      Were feature pitches sent to local media?
      Were PSAs created and sent to local media?
      Was a fact sheet created and sent to local media?
      Count the number of times ORLT was mentioned in all types of media from PR efforts.
      How many fliers were created for this event?
      Count the number of fliers posted throughout campus.
      Was a Facebook event created for this event?
      Count how many guests RSVP’d “yes” to the Facebook event.
      Did Earth Fare post information on its Facebook page?
      Did Earth Fare post information on its Web site?
      Did ORLT post information on its Web site?
                                                                      Situation Analysis    148


Tactics
Press Release




Contact: (Current ORLT Intern)
         Oconee River Land Trust Representative
         University of Georgia
Phone: (Current ORLT Intern's phone number)
E-mail: (Current ORLT Intern's e-mail address)

                                                               FOR IMMEDIATE RELEASE
                                    Friends of Earth Fare

   Land conservation organization Oconee River Land Trust teams up with local supermarket
                       Earth Fare to raise money for land preservation.

ATHENS, Ga. – Join the Oconee River Land Trust at Earth Fare anytime during the month of
March to support local land conservation. During the month of March, Oconee River Land Trust
(ORLT) will be the Friend of the Month at Earth Fare, Athens' healthiest supermarket. A few
weekends this month, ORLT will be at Earth Fare to provide customers with information about
the organization and offer volunteer opportunities.

Throughout the month, Earth Fare will donate 5 cents to ORLT each time a customer brings a
reusable shopping bag for their groceries. Customers will also have the opportunity to donate to
this cause through donation boxes placed in the store. The money raised will go towards ORLT's
efforts to preserve green space in Athens and the state of Georgia.

ORLT is a nonprofit land conservation organization located in Athens, Ga. Its mission is to
preserve natural land in Georgia and to protect our state’s unique natural habitats.

“Quote from Steffney about the importance of land conservation, etc.” said Steffney Thompson,
executive director of ORLT.

Through the work of ORLT, more than 2,000 acres of natural landscape in Georgia have been
protected. Through generous community support and contributions, ORLT can continue
its efforts to preserve green space in Georgia for future generations.

For more information, please visit www.orlt.com.

                                              ###
                                                                          Situation Analysis      149


SUSTAINABILITY

It is important to evaluate fundraising success based not only on the amount raised this semester,
but on how securely established the fundraisers are, so that ORLT can continue to utilize these
strategies and tactics in the future. To do this, the campaign must foster good relationships with
the businesses worked with this semester, in hopes that they will continue to work with and
support ORLT. The businesses the team worked with can be separated into two groups:
“mutually beneficial” partners and “positive support” partners.

Mutually beneficial partners include those who gain something from working with ORLT, be it a
financial gain or simply awareness for their organization. The following partners are likely to
continue their work with ORLT:

      Farm 255: Farm 255 worked with ORLT for the primary event this semester, Music at
       the Farm. Farm 255 very generously donated its space to ORLT for the night, however
       the restaurant also profited from bar sales throughout the show, plus it was great exposure
       for the venue. Farm 255 is a wonderful partner because its goal - to only use food grown
       by local farmers - is compatible with ORLT's conservation mission. To date, Farm 255
       has been a helpful, supportive and encouraging partner, and has expressed interest in
       continuing to work with ORLT.
      Athens-Clarke County Library: The ACC Library film screening was one of the smaller,
       but successful events. Assuming that the library continues with its film series, it is likely
       that it would be willing to work with ORLT again. The library stands to gain from a
       partnership with ORLT because it means more awareness and attendance for its series,
       and may perhaps attract some regular participants.
      Broad River Outpost: The Broad River Outpost would be a mutually beneficial partner
       because it will gain financially from ticket sales of the event. Also, those who participate
       in ORLT's event might be encouraged to return to the Broad River Outpost again for
       personal enjoyment. The long-term sustainability of this partnership will have to be
       evaluated after the Kayaking down the Broad event.
      Barberitos: Barberitos's percentage night was not only a fundraiser for ORLT; it also
       brought in many customers from the promotional efforts of the campaign team. This
                                                                          Situation Analysis      150


       mutually beneficial partnership provides an easy way for ORLT to raise funds, as every
       Wednesday night is a percentage night at Barberitos. It also creates publicity for
       Barberitos around the Athens area.

The positive support partners are those that have shown a willingness to support ORLT and its
cause, but their involvement with the actual fundraising tactic is relatively limited. These
businesses do not stand to gain anything from working with ORLT; they are simply willing to
help the organization in various ways. Regarding future fundraising, it will be helpful to keep
these businesses in mind and remember that they have shown support before. However, a
continued partnership with these businesses can not be guaranteed. The positive support partners
established during the fall 2009 campaign include the following:

      Earth Fare: The Friend of the Month program is a great, easy way to simultaneously
       raise awareness and funds for ORLT. While it is likely that Earth Fare would agree to
       feature ORLT as the Friend of the Month on a yearly basis, the company can make any
       guarantees.
      Gnat's Landing Bar and Grill, and Buffalo's Café: Each of these restaurants were kind
       enough to donate gift certificates to be used as incentives for the online survey and
       student membership program. While it is helpful to know that they are willing to support
       ORLT's cause, further donations can not be promised at this time.
      Sunshine Cycle Shop, Half Moon Outfitters, Daily Co-op: These businesses showed
       support for ORLT by allowing team members to leave donation jars at their
       establishments. Like Gnat's Landing and Buffalo's, it is helpful to know of friendly
       businesses in Athens that are willing to support ORLT, but since they do not stand to gain
       anything (as of yet) in the relationship, continued generosity is not guaranteed.
      Ike & Jane Cafe and Bakery, Black Forest Bakery & Deli, Mama's Boy, Two Story
       Coffeehouse: These businesses showed incredible generosity by donating various bake
       goods and coffee to ORLT for the purpose of the Bake Sale. All businesses verbally
       expressed interest in ORLT's mission, and the potential for continued support from these
       sponsors is great. If the appropriate tactics are developed, more concrete relationships
       with these businesses may also be possible.
                                                          Situation Analysis   151


Budget

Oconee River Land Trust 2009 Budget

Farm 255                                Estimated Cost   Actual Cost



Promotion

        o Fliers (100 black ink; colored $50              $50
        paper)

        o Fliers Color (box of 50)
                                        $49.99           $0
        o Facebook
                                        $0               $0
        o E-mail listserv
                                        $0               $0
        o Red & Black
                                        $0               $0
        o UGA calendar
                                        $0               $0
        o Flagpole
                                        $0               $0
        o Columns
                                        $0               $0
        o Radio spots on country or
                                        $0               $0
        Southern rock stations

        o Visitathensga.com

                                        $0               $0


Event
                                                     Situation Analysis   152


        o Sound and Amps

        o Venue                         $0          $0

        o Doorman                       $0          $0

        o Bands                         $3,000      $0

              1. Smokey's Farmland      $0          $0

              2. Lara Johnson           $50         $0

              3. The Brother's Marler   $0          $0

              4. Davin McCoy            $0          $0

                                        $0          $0

Promotional Materials

        o Brochures
        o Membership sign-up
        o Banner

                                        $0          $0
Workers

                                        $0          $0
        o Volunteers from PR campaign

                                        $0          $0

                                        $0          $0
Total                                   $3,149.99   $50
                                                          Situation Analysis   153


Bake Sale Fundraiser                   Estimated Costs   Actual Costs
o Table                                $0                $0

o Sign                                 $.89              $.89

o Baked goods: donated from Black      $20               $0
Forest Bakery, Mama's Boy, and Ike &
Jane Cafe and Bakery

o Workers: volunteers from PR
campaign class
                                       $0                $0
Total                                  $20.89            $.89




Ciné                                   Estimated Cost    Actual Cost
Promotional Materials

        o Brochure                     $0                $0

        o Membership sign-up sheet     $0                $0

        o Speaker: Steffney

        o Videotape for Web site       $0                $0

        o PowerPoint/projection        $0                $0




Total                                  $0                $0
                                                        Situation Analysis   154




Barberito’s Percentage Night         Estimated Cost    Actual Cost



o Printing out vouchers: 12 pages    $.36              $.36

o Facebook page                      $0                $0

o E-mail listservs                   $0                $0



Total:                               $.36              $.36




Library ifilm speaker                 Estimated Cost    Actual Cost
o Walter Cook as guest speaker        $0                $0

o Used ORLT’s previous promotional    $0                $0
materials

o Videotape speech
                                      $0                $0



o Promotion

              o UGA Calendar
                                      $0                $0


Total                                 $0                $0
                                                                  Situation Analysis   155


Friend of the Month at Earth Fare               Estimated Costs             Actual Costs
o Actual event                                  $0                          $0

o Time to speak throughout the week             $0                          $0




Promotional Materials

               o Brochure

               o Tri-fold                       Using previous copies $0    $0

               o Sign-up sheets                 $20                         $20

                                                $0                          $0
Total                                           $20                         $20



Mason Jars                            Estimated Costs          Actual Costs
o Jars (12 jars)                      $8                       $8

o Printing                            $1                       $1

o Glue                                $5                       $5



Total                                 $14                      $14



Internship                            Estimated Costs          Actual Costs
o Unpaid, one semester                $0                       $0
Total                                 $0                       $0
                                                             Situation Analysis   156


Kayaking Down the River                   Estimated Costs   Actual Costs
o Participation                           $20 per person    $0 participants pay

o Transportation individual transport     $0                $0

o Speaker on land easements and how it
affects water quality
                                          $0                $0
o Insurance

Promotional:

       o Facebook
                                          $0                $0
       o E-mail listserv

       o Fliers (100 black ink, colored
                                          $0                $0
       paper)

                                          $0                $0
       o Event Coordination with
       Ramsey Center (GORP)
                                          $50               $50

       o Visitathensga.com

       o Red & Black
                                          $0                $0

       o UGA calendar

       o Athens Banner-
                                          $0                $0
       Herald
                                          $0                $0
       o Flagpole
                                          $0                $0
       o Columns
                                                                        Situation Analysis      157


        o Snacks/Water                    $0                           $0

                                          $0                           $0

                                          $0                           $0

                                          $0                           $0

                                          $0 Donated                   $0 Donated
Total                                     $50 (+participants)          $50




2009 Campaign Budget                      Estimated Costs               Actual Costs
Total                                     $3,257.24                     $137.25

Budget Rational

Farm 255

The benefit concert was essential in raising both funds and awareness about ORLT. The majority
of funds needed to put on this event was allocated to fliers for around the community. The 50
color copies cost $49.99 at the lowest cost found at OfficeDepot.com. The 100 copies of fliers
printed using black ink on colored paper cost $50, as estimated at OfficeDepot.com. The actual
cost of the color fliers was free, due to a connection with someone who has a color printer.

The band, Smokey’s Farmland, volunteered to play for free, but asked to be paid $50 for gas,
traveling to and from Atlanta and Athens. This cost was covered by the funds raised at the
Barberitos Percentage Night. The cost to rent out Farm 255 for the night is normally $3,000.
However, due to close alignment of the missions of ORLT and Farm, the owners donated the
location, sound equipment, and doorman to check identification.
                                                                         Situation Analysis    158


Bake Sale

The cost for the bake sale, besides the 89 cents for the poster board, was minimal. Black Forest
Bakery and Ike & Jane Cafe and Bakery donated their leftover pastries and Mama's Boy donated
biscuits Monday morning. Campaign team members contributed to the event by baking goods.
This was a “pay what you can” bake sale, resulting in a $125 profit for ORLT.

Ciné and Library’s iFilm Series

Ciné’s Ecofilm Fest is a free event that can help create more awareness about ORLT. The
event’s contact person said that there will be no cost for ORLT to participate. In addition, Ciné
promotes the event heavily, so there would be no promotional costs for ORLT.

The event at the library’s iFilm series was a completely free opportunity to increase awareness
for ORLT. Walter Cook brought his own tri-fold and promotional materials to the event.

Barberitos Percentage Night

This event has minimal costs. Each of the campaign team members printed off a page with
multiple vouchers on it. The cost per page was about 3 cents, with a total of 36 cents. This event
raised ORLT $50, which payed Smokey's Farmland's gas expenses.

Friend of the Month at Earth Fare

The only cost for this awareness event was $20 to create the ORLT tri-fold, which will be
essential for drawing attention to the organization at Earth Fare. This expense will be covered by
the funds raised at Earth Fare by the end of the month. Earth Fare requires someone from the
organization to be there a few days during the month to talk about ORLT. With ORLT's devoted
board members and the volunteers identified by the student membership, there should not be a
problem finding ORLT representatives to participate in the Friend of the Month event.
                                                                          Situation Analysis      159


Mason Jars

The purpose of the mason jars was to raise money by collecting spare change. While the total
expense for the mason jars was $14, this was only a one-time expense. The jars that were created
can be used for many years to come and will eventually cover the cost of production.

Internship

The internship will be an unpaid, semester-long position. The intern will be responsible for
implementing many of the tactics identified by our campaign.

Kayaking Down the River

This will be the spring fundraiser for ORLT. This fundraiser received a great response on the
surveys and this campaign is confident that the money raised will succeed the cost of promotion.
The only cost for this event will be promotion, which is up to ORLT to decide how much
promotion they would like to do for this event. At the most, it will cost $50 for fliers. The rest of
the promotion will be free.

Traditional Media Promotion

The traditional media promotions, such as Web site, PowerPoint, brochure design, PSA, and
press releases are all at no cost. It will be at ORLT's discretion as to whether or not to implement
the new designs.

Social Media Promotion

The social media promotions, such as Facebook and Flickr are at no charge to ORLT. If ORLT
decides to join Flickr at a Pro Membership there will be a monthly fee, however, ORLT will not
be uploading an excessive amount of photos and therefore can make do with the free version
currently in use.

				
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