1. Dec. 8, 2014
Melanie Jones
Executive Director
Autism Society of Alabama
4217 Dolly Ridge Road
Birmingham, AL 35243
Dear Melanie Jones,
The Autism Society of Alabama is a renowned nonprofit that has helped many families of
children with autism spectrum disorders. In order for this nonprofit to keep a reputation as a
premier network for families and others who work with children with ASD, I have a created
my own communication plan for ASA.
My goal for the Autism Society of Alabama is to focus on 1) supporter retention and 2)
gaining more supporters. Thus, the title of my communication plan is simply “Retaining and
gaining relationships with our audiences.” The audiences of the ASA nonprofit are the key
publics to whom we reach out to in order of importance: families, educators and volunteers.
Without this core group of key publics this nonprofit would not have had the success it had in
the past, nor would it increase in levels of success in the future. Through my plan I will not
only introduce ASA to new strategies in how to approach our key publics, but I will also
provide the materials needed to accomplish our goal.
It has been a pleasure working with the Autism Society of Alabama this semester. Working on
different forms of communication for ASA has been a very rewarding and educational
experience for me. In order to move forward in this campaign, please take the time to go
through my communication plan. Thank you for your time.
Sincerely,
Meagan Twardy

2.
Gaining
and
retaining
our
relationships
with
our
audiences
Meagan
Twardy
Dec.
8,
2014

3. Table of Contents:
Problem Statement……………………………………………...1
Target Public: Families Objective #1…………………………..2
Audio News Release……………………………………………3
Target Public: Families Objective #1…………………………..4
Target Public: Educators Objective #1………………………....5
Direct Mail……………………………………………………...6
Target Public: Volunteers Objective #1………………………...7
Radio Ad………………………………………………………...8
Direct Mail………………………………………………………9
Evaluation……………………………………………………….10-11
Timeline…………………………………………………………12-13
Budget…………………………………………………………...14
Appendix………………………………………………………...15
Target Public: Families Strategy #1 Flier………………………..16
Target Public: Families Strategy #2 Flier………………………...17

4. 1
Problem Statement:
As the number of individuals who are diagnosed with autism spectrum disorder continues to
grow, the Autism Society of Alabama must build and maintain relationships with families of
newly diagnosed individuals and with potential supporters of its initiatives.
Target Public:
The Families
After hearing the news of their child’s diagnosis, these parents are still learning about the
support and services that are out there for them. Many parents are not prepared to learn that
their child has an autism spectrum disorder, nevertheless know where to turn to for guidance.
These families need to be taught and made aware of different support groups, programs and
activities for their loved ones with ASD. These parents may not be aware of the services that
Autism Society of Alabama can provide or have connections to. That is why as a nonprofit,
ASA must give an incentive to those not affiliated with the organization.
Objective: To increase the number of parents of with newly diagnosed individuals with
autism spectrum disorders, whom we assist. The goal is to reach 500 families by May 15,
2015.
Strategy: To distribute promotional pieces showcasing babies and toddlers with symptoms
of autism spectrums disorders. These pieces are meant to have a pathos connection with
parents of newly diagnosed children with ASD. The pieces will connect with parents because

5. 2
they will recognize young toddlers on the ads showcasing common ASD behaviors, which
most likely is similar to their own child.
Tactic
#1:
On the poster will be images of early signs new parents should look for to detect if
their child might have early signs of an autism spectrum disorder.
See Appendix for designed poster
Strategy: Autism Friendly Day and the Walk for Autism are great interactive events, which
is why ASA needs more of them. A great idea for a new event would be to hold a family
dance marathon. For example, if a person donates $10 they will get to dance for 10 minutes,
and if they donate $20 they will get to dance for 20 minutes. This event is a great way for
families to get together and exercise. Plus children with autism will benefit by getting the
chance to learn about rhythm and physical coordination.
Tactic
#1:
A 45-second radio ad will be used to advertise for this event. The radio ad will
feature Melanie Jones speaking about the event and giving out the details. (Radio ad on next
page)

6. 3
MELANIE
JONES
EXECUTIVE
DIRECTOR:
CLIENT:
AUTISM
SOCIETY
OF
ALABAMA
TITLE
LET’S
DANCE!
ASA
DANCE
MARATHON
TIME:
45
SECONDS
DATE:
DECEMBER
8,
2014
HI
ALL,
MY
NAME
IS
MELANIE
JONES
AND
I
AM
THE
EXECUTIVE
DIRECTOR
FOR
THE
AUTISM
SOCIETY
OF
ALABAMA.
I
WOULD
LIKE
TO
PERSONALLY
INVITE
ALL
YOU
LISTENERS
TO
OUR
FIRST
ANNUAL
“LET’S
DANCE!”
ASA
DANCE
MARATHON.
THE
DANCE
MARATHON
WILL
TAKE
PLACE
AT
THE
UNIVERSITY
OF
ALABAMA
CULLMAN
COLISEUM
ON
MAY
15,
2015.
FOR
TEN
DOLLARS
ONE
CAN
DANCE
FOR
20
MINUTES,
AND
FOR
20
DOLLARS
ONE
CAN
DANCE
FOR
40
MINUTES.
FEEL
FREE
TO
REQUEST
SONGS
AND
HELP
YOURSELVES
TO
FRESHMENTS.
THE
MARATHON
WILL
LAST
FROM
5:00
PM
TO
10:30
PM.
WE
HOPE
TO
SEE
YOU
THERE!

7.
4
Tactic
#2:
Fliers for this event to be given out at elementary schools for the children to take
home to their parents. On the back of the fliers will be a form to sign up for the event.
See Appendix for body copy

8. 5
Target Public:
Educators
It is critical that Autism Society of Alabama has a relationship with special needs educators
throughout the state of Alabama. The educators are the ones who work alongside these
families to make sure their children with autism spectrum disorders get the assistance and
resources they need. The educators are the tie between the parents and the Autism Society of
Alabama. Along with providing educational guidance, it is important that educators are able to
share information about ASA as a support network for the parents.
Objective:
To increase the number of special education educators who support the ASA
nonprofit by 300 people by Feb. 27, 2015.
Strategy:
Recruiting more educators by persuading them to attend the February 2015 Autism
Awareness Conference through direct communication. This conference is specifically geared
toward educators and service providers for children with autism spectrum disorders. A letter
will be sent out to those educators affiliated with ASA explaining the purpose of the
conference and what is to be expected.
Tactic
#1: (letter is on the next page)

9. 6
Direct Mail
Dear Educator of Alabama
On Feb. 27, 2015, the Autism Society of Alabama will host our 14th
Annual
Autism Awareness conference. This conference is guaranteed to show special
education educators new and insightful ways on how to work with children on
the autism spectrum. Those who attend this conference will get to see
presentations on early diagnosis and interventions, and improving our
understanding of less understood features of ASD.
Aside from hearing presentations and speeches, attendees will be able to go
through workshops on how to apply their knowledge to help children with
autism spectrum disorders in home, school and community settings.
For more information please contact me, Melanie Jones at Melanie@autism-
alabama.org.
Sincerely,
Melanie Jones

10. 7
Target Public:
Volunteers
The people who lend their time and energy spreading autism awareness are the soul of the
Autism Society of Alabama. Without this fantastic group of helpers ASA would not have
achieved half of the success it has over the years. Since 1992 volunteers have been helping
ASA run events and programs such as the successful Walk for Autism and Camp Frog. What
Autism Society of Alabama needs to work on next is focus on attracting a large demographic
of adolescents to start volunteering.
Objective: Recruit 200 more adolescents to volunteer with Autism Society of Alabama by
Aug. 1, 2015.
Strategy: Promote through advertising and direct communication the benefits and rewards
teenagers will have by joining Autism Society of Alabama as a volunteer. These adolescents
need to be made aware of how autism diagnoses are on the rise and how it could affect their
children someday.
Tactic
#1:
Run a 45 second radio ad geared toward adolescents that will promote ASA.
(continued on next page)

11. 8
MELANIE
JONES
EXECUTIVE
DIRECTOR:
Tactic
#2:
Letter (on next page)
CLIENT:
AUTISM
SOCIETY
OF
ALABAMA
TITLE:
BE
AWARE
AND
CARE
FOR
AUTISM
TIME:
SECONDS
DATE:
DECEMBER
8,
2014
HI,
HIGH
SCHOOLERS.
ARE
YOU
LOOKING
FOR
A
WAY
TO
GET
INVOLVED
IN
YOUR
COMMUNITY?
AUTISM
SOCIETY
OF
ALABAMA
CAN
HELP
WITH
THAT!
EACH
DAY
ONE
IN
68
CHILDREN
AND
YOUNG
ADULTS
ARE
IDENTIFIED
WITH
AN
AUTISM
SPECTRUM
DISORDER.
WHY
SHOULD
YOU
CARE,
BECAUSE
THIS
COULD
AFFECT
YOUR
CHILDREN.
COME
OUT
AND
GET
VOLUNTEER
HOURS
FOR
YOUR
COLLEGE
RESUME
BY
HELPING
OUT
WITH
OUR
VARIOUS
EVENTS.
FOR
MORE
INFORMATION
CALL
US
AT
1-­‐877-­‐4
AUTISM

12. 9
Direct Mail
December 8, 2014
Dear (Name of adolescent resident),
As you are moving up in your high school years there is no doubt that college is
on your brain, in fact it is right around the corner. Applying for college requires
more than just taking SAT/ACT prep courses and participating in extracurricular
activities. This is the time in your life when you should be reaching out and
helping your community. A way to do this is by volunteering with Autism
Society of Alabama.
The Autism Society of Alabama is a nonprofit that was established back in 1992.
Here at Autism Society of Alabama the number one goal is “To improve
services for persons with autism spectrum disorders and their families through
education and advocacy.” As of today one in 68 children are diagnosed with an
autism spectrum disorder. With this statistic being so high, we are relying on the
youth of today to help spread awareness.
The successful events you will be able to volunteer at are: “Autism Friendly
Day”, Funky Fish Fry, Angels for Autism Golf tournament and The Walk For
Autism and 5K race. Volunteering at Autism Society of Alabama events will
introduce you to families of children with autism spectrum disorders. Along with
accommodating families at these events, you are also helping to give these
children a day that they will remember.
If you are interested in joining Autism Society of Alabama’s volunteer team,
please email the Fundraising and Events Manager Lauren Reid at
lauren@autism-alabama.org.
Sincerely,
Melanie Jones

13. 10
Evaluation:
The ultimate goal of my communication plan is to build and maintain Autism Society of
Alabama’s relationships with all key publics noted in this plan. This goal will be completed
no later than Aug. 1, 2015. By this time Autism Society of Alabama will be expected to
succeed in gaining 500 more families, 300 more educators and finish off with gaining 200
more volunteers.
Starting in January 2015 the Autism Society of Alabama will need to send out a questionnaire
to all its past supporters, including the key publics we want to target (families, educators and
volunteers). The questionnaire will consist of open-ended questions such as: 1) how did you
hear about ASA? 2) How effective did you find our initial message to you? This questionnaire
will help ASA board members assess what approach methods need to used during preparation
for the February 2015 Autism Awareness Conference. This conference will be beneficial to
the special education demographic our campaign wants to target.
In January 2015, Autism Society of Alabama will start production on a radio ad to promote
the Autism Awareness conference. Production on the fliers dealing with autism awareness
relating to parents will start at the beginning of the month. Once these fliers printed, they are
to be distributed in pediatric offices across Alabama.
In the beginning of the month of February it is crucial for the board members to look over the
data from the questionnaires. It will also be time to start running the radio ads for the Autism

14. 11
Awareness conference. A week after the conference a survey rating the conference will be
sent out to the attendees. The survey will help the Autism Society of Alabama determine
whether or not the conference was beneficial to the educators who attended. Survey results
should be due by mid March.
In March, production for the may Let’s Dance! ASA dance marathon will begin by recording
the radio ad and printing the fliers. Since this is ASA’s first year for the dance marathon it is
important that the promotional production is started early. In April, ASA will begin running
the radio ad for this event along with distributing the fliers at elementary schools. A week
after the dance marathon another rating survey regarding the event will be distributed to the
families who attended. The survey will rank the enjoyment levels of all attendants, especially
those with autism spectrum disorders.
During the last few months of this campaign ASA will focus on recruiting more volunteers for
the nonprofit. The key for ASA is to appeal to an adolescent audience. This will be done by
incorporating messages on college prep, as well as awareness for their children’s future. In the
month of June the production will start on both the radio ads to attract the future adolescent
volunteers. The radio ads start running across radio Alabama radio stations in July. In August
a letter will be mailed out to Alabama high schoolers between the ages of 15 to 18 to explain
the benefits and personal satisfaction they will get from volunteering with ASA. Finally in the
month of September a questionnaire will be sent out to all the new key publics this campaign
has gained. The questionnaire will measure whether ASA has meet their expectations and if
they will continue their support during the months after the campaign.

15. 12
Timeline:
January
to
August
2015
January: Mail out a questionnaire to all of Autism Society of Alabama’s
reoccurring supporters (those who provide financial and participatory support).
A lot of ASA’s supporters are of course the key publics we want to target in this
campaign. This questionnaire will consist of open-ended questions relating to 1)
how theses supporters heard about ASA? And 2) How successful ASA was in
approaching their audience? Start recording the radio ad to promote the February
2015 Autism Awareness Conference. Along with the radio ad, start the
production on the fliers to promote this conference geared towards educators.
Aside from this, begin production on fliers geared toward the Alabama parent
population.
February: Collect and assess the answers from the questionnaire that was sent
out. Start running the radio ads to promote the February 2015 Autism Awareness
Conference at the beginning of the month. A week after the event ASA will
distribute a survey to all the educator attendees of the conference. This will help
ASA assess whether or not this conference was beneficial to educators. At the
end of the month start to distributing the fliers geared toward parents by the end
of the month.
March: Continue to distribute posters on detecting early signs of Autism. Start
production on fliers to promote the Let’s Dance marathon in May. Record radio
ad for the Let’s Dance! dance marathon. Contact Alabama radio news stations
about running these ads in the month of April.
April: Radio ads for Let’s Dance marathon will start running. Start distributing
fliers promoting the Let’s Dance! marathon at schools across Alabama starting
April 1st
.
May: The Let’s Dance! ASA dance marathon will be held on May 15, 2015.
June: Record the 45-second radio aimed to attract teenage volunteers.

16. 13
July: Contact Alabama radio stations about running these radio ads about
teenage volunteering.
August: Mail letter to teenage households about volunteering for ASA during
the 2015-2016 school year by August 1st.
September: Send out a questionnaire to all key publics to measure their
thoughts and feelings about the ASA nonprofit.

17. 14
Budget:
Printed material costs- Fliers (2), mailed letters (2), questionnaires/surveys (3)
Production costs- Radio ad recording sessions (2)
Mailing costs- Fliers (3), letters (2)
Research costs- Production of materials (questionnaire/surveys)
Manpower- Designing and writing of questionnaires/surveys that are not
provided in the plan; distributing fliers/letters/ad

18. 15
Appendix

19. 16
Worried why your toddler does not show
emotion?
It is never too early to look for the signs of
autism.
1-800-4-Autism

20. 17
Autism Society of Alabama’s
Let’s Dance! Dance Marathon
When: May 15, 2015
Where: Coleman Coliseum
Time: 5:00 pm to 10:30 pm
All proceeds will go to Autism Society of Alabama
Come join us and dance your worries away!