Senior PR Campaign: Hands And Hearts For Arts Campaign

Hands &Hearts
for
AR TS
"THE CHILDREN'S PLACE TO CREATE”
November 20, 2008
Chapman University

Vanessa Banuelos
Crystal Chou
Audrey Marshall
Nicole Riedman
Kate Westervelt

Table of Contents
Hands&Hearts
for
AR TS
Introduction..........................................................................................................................4
Client Fact Sheet..................................................................................................................6
Executive Summary.............................................................................................................7

PART I: Campaign Plan....................................................................................................8
Background..........................................................................................................................9
Situation Analysis...............................................................................................................11
Core Problem/Opportunity..................................................................................................13
Goals and Objectives..........................................................................................................14
Key Publics.........................................................................................................................15
Message Strategies.............................................................................................................19
Strategies and Tactics.........................................................................................................21
Communication Confirmation Table..................................................................................24
Calendar.............................................................................................................................29
Budget................................................................................................................................34
Evaluation Criteria and Tools.............................................................................................36
Recommendations for Future Client Actions.....................................................................38

PART II: Support Materials and PR Tools....................................................................39
Copy Outline: Billboard.....................................................................................................40
Billboard............................................................................................................................42
Copy Outline: Brochure.....................................................................................................44
Brochure.............................................................................................................................47
Business Card.....................................................................................................................49
Copy Outline: Direct-mail Postcard...................................................................................50
Direct-mail Postcard..........................................................................................................53
Copy Outline: Fact Sheet...................................................................................................55
Fact Sheet...........................................................................................................................57
Copy Outline: Feature Release..........................................................................................58
Feature Release..................................................................................................................61
Invitation............................................................................................................................64
Copy Outline: Newsletter...................................................................................................65

"TheheHE CHILDREN'S PLACE TO CREATE”
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Hands&Hearts
for
AR TS
Newsletter..........................................................................................................................68
Copy Outline: News Release.............................................................................................72
News Release.....................................................................................................................75
Copy Outline: Pitch Letter.................................................................................................77
Pitch Letter.........................................................................................................................80
Copy Outline: Public Service Announcement...................................................................82
Public Service Announcement...........................................................................................85
Copy Outline: Special Event..............................................................................................87
Special Event.....................................................................................................................91

Appendix...........................................................................................................................92
Mission Statement..............................................................................................................93
Research Summary.............................................................................................................95
Preliminary Identification of Publics ................................................................................96
Preliminary Identification of Resources.............................................................................97
Research Bibliography.......................................................................................................98

3

Introduction
Hands&Hearts
for
AR TS
Hands & Hearts for Arts is a not-for-profit organization founded in 2000 by Dr. Ana
Jimenez-Hami in the Orange County city of Santa Ana. Originally called Orange County
Children’s Therapeutic Arts Center, Hands & Hearts for Arts was created to offer vari-
ous art programs as therapy to children with special needs, health, mental, and emotional
problems. Families within the community recognized the value of HHA and were will-
ing to donate their time and service to help the organization develop. The organization
has since grown to offer services to all children and have a number of after-school art
programs from painting and dance to performing arts. The mission of Hands & Hearts
for Arts is to empower youth and their families, including those with special needs or
who are at risk, to reach their fullest potential through comprehensive multicultural and
multilingual art-based programs. This mission has been carried out in numerous success
stories of children that have grown into well-rounded successful adults.

Grant restrictions, lack of professional volunteers, and donor decline are constant con-
cerns for Hands & Hearts for Arts. It relies heavily on donors and grants to keep the pro-
grams running and the current state of the economy has caused unease about the future.
HHA’s clientele is growing rapidly, subsequently creating the need for more space. A
larger building is on the horizon, which may be acquisitioned for less because of the re-
cent real estate crisis. A fundraiser is in the near future to help raise awareness of the cen-
ter’s activities, as well as creating excitement within the community of Orange County.

“A children’s place to create” evolved as the theme for our campaign because Hands &
Hearts for Arts main focus is the children. Families and donors are key in facilitating
the changes desired for the children and for the center, however, children are the heart of
what HHA is all about. We targeted families because they are the one’s who get involved
and help reinforce the new behaviors their children learn while at the center. Donors
make it possible for children to continue to grow and prosper through generous donations
of goods and services. They pick up where government funding has left off.

We recommended a name change from Orange County Children’s Therapeutic Arts Cen-
ter to Hands & Hearts for Arts for several reasons. Initially, we thought the organization
was focused on helping children with special needs because of the word “therapeutic” in

4

Introduction (cont.)
Hands&Hearts
for
AR TS
the title. While this is part of the center’s client base, they have grown to offer services to

all children and we thought their name should reflect that expansion. This will also help
them receive a larger variety of government grants. Updating the centers logo and pro-
motional materials to reflect a more current, lively representation of the center’s mission
and services was on our list of public relations efforts. Our new logo has been imple-
mented throughout this campaign to illustrate the change desired by the client.

5

Client Fact Sheet
Hands&Hearts
AR TS
for Hands & Hearts for Arts
2215 N. Broadway
Santa Ana, CA 92607
Phone: (714) 547 5468
Mission To empower youth and their families, including those with special needs
or who are at risk, to reach their fullest potential through comprehensive
multicultural and multilingual art-based programs.
Organiza- Since 2000, Dr. Ana Jimenez, founder and CEO, oversees the center and
tion all its activities directly in conjunction with a board of directors.
Facility Located at 2215 N. Broadway Santa Ana, CA, HHA is one, 10,000 square
foot office that has been broken up into smaller classrooms. Each class-
room focuses on one section of the arts, whether it is music, drama, or
painting. The administrative offices are also located within this same
structure.
Programs HHA offers many diverse programs: after school arts, family counsel-
ing, tutoring, early start, musical theater, media arts, musical instrument
training, dance, pre-school, therapeutic arts, summer art camp and parents
education.
Services The center also offers marriage and family counseling to troubled fami-
lies in need. It also has referral services.
Hours of Monday-Friday 9:00 am to 8:30 pm and Saturday 9:00am to 4:00 pm.
Operation
Participants HHA serves over 1,00 students and their families on a yearly basis.
Fee Determined on an individual basis.
Schedule
Volunteers Varies from month to month. The center welcomes volunteers and can
always use help. Most volunteers are family members of students or col-
lege interns.
Board of Dr. Anaida Colon-Muniz: Chapman University, Education Professor, CA
Directors Assoc. of Bilingual Education; Felipe Heras: Parent Representative, DPS
President, Document Processing Solutions Inc.; Lesly Seaby: Marriage
and Family Therapist; Dr. Ana Jimenez-Hami: OCCTAC, Founder & Ex-
ecutive Director, Chapman University, Part-time faculty School of Educa-
tion; Silvia Rosa Hernandez: Parent Representative, SEIU Service Em-
ployees International Union; Nilo E. Lipiz: Santa Ana College, Dean of
Instruction & Student Services; Maria Garcia: Santa Ana Unified School
District; Donna Smith: Visual Artist; Luisa Ruiz: Santa Ana College, Stu-
dent Services; Vinicio Lopez: Santa Ana College, Adult Education.

6

Executive Summary
Hands&Hearts
for
AR TS
Hands & Hearts for Arts is an Orange County based nonprofit organization that focuses
on the development of children through art. Founded in 2000 by Dr. Ana Jimenez-Hami,
HHA’s strives to empower youth and their families, including those with special needs or
who are at risk, to reach their fullest potential through comprehensive multicultural and
multilingual art-based programs. Its tagline, “The children’s place to create” reflects the
importance placed on allowing children to grow and explore their talents in a safe place.
Goal: To increase financial support while reshaping Hands & Hearts for Arts’ reputation
into one that serves all children, not just special needs children.
Objectives:
• Change the name of the organization so that it properly reflects its service.
• To successfully purchase a new facility in the heart of Santa Ana.
• To increase the amount of philanthropic support.
• Hire administrative staff by April 1, 2009 for the new facility
• Create new publications, like brochures and flyers.
• Gain new family participants.
• Gain even more press and publicity through reporters and press releases
Key Publics:
• All children within the Orange County community.
• Parents and families of children within the Orange County community.
• Current and potential donors.
Strategy: Raise awareness with current, past and potential donors about current events at
HHA, as well as information on how they can contribute to the organization.
• Hold a large event with performances and exhibitions by the children of
HHA that will inspire potential donors and current donors to donate.
• Meet with potential corporations to suggest purchasing the building for
HHA, or to contribute a significant part in purchasing the building.
• Have donation information available at all times at the check-in counter.
Strategy: Raise awareness of the existence of HHA with low-income, ethnic minority
parents and the media.
• Continue issuing press releases of current HHA’s news to major local
newspapers in Orange County, as well as local Spanish print media.
• Keep an updated list of events on the HHA Web site and blog.
• Host a special fundraising event for the children, their families and donors.
Total Budget for Campaign: $3,920

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Hands&Hearts
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for

PART ONE: CAMPAIGN PLAN

8

Background
Hands&Hearts
for
AR TS
The use of art for therapeutic means first appeared in Austria in 1900 through the art
educator Franz Cizek who focused on the expression of children through art. Art therapy
was applied to those with mental health problems in 1922 through Hans Prinzhorn, who
published, “Artistry of the Mentally Ill” (Gates 109). However, it was not until the 1930s
that the United States first began to take notice of the field of art therapy (Agell 8). Mar-
garet Naumburg, an American educator, advocated the use of art therapy over psycho-
therapy in treating patients and established the practice as a discipline in the United States
(Cane). In 1942, Adrian Hill coined the phrase ‘art therapy’ as he turned to his art in his
recovery from tuberculosis (Gates 109). Hill later developed institutional support for art
therapy as a profession (Hogan 28). Judith Aron Rubin published the leading textbook
on children’s art therapy in 1978, which continues to serve as the premier reference for
art therapists (Rubin). Founded in 1969, the American Art Therapy Association today
represents approximately 4500 members nationwide (American).

The field of art therapy continues to flourish around the world today. It appears in vari-
ous disciplines, including programs for Alzheimer’s patients, children, war veterans, and
those suffering emotional traumas or other emotional difficulties (Farooqui). As reported
in NPR, Eduardo Carrillo released a documentary in 2003, “Little Voices,” which uses
children’s art as a form of therapy to expose their perspective on the war in Columbia (El-
lis).

Orange County hospitals began incorporating art therapy into their programs in 2002,
although other organizations in the area utilized art as therapy earlier (Liddane). In 1988,
the Alzheimer’s Organization started its “Memories in the Making Arts Program” which
allows patients with brain disorders to elicit memories through art (Lewis).

Founded in 2000 as the Orange County Children’s Therapeutic Arts Center by Dr. Ana
Jimenez-Hami through grant funds, the now Hands & Hearts for Arts was created to
offer various art programs as therapy to children with special needs, health, mental, and
emotional problems (Orange). The organization was well received by the community as
demonstrated through the willingness of parents to bring their special needs children to
the program. Hands & Hearts for Arts first offered arts and music classes free of charge,
and later instituted music therapy programs.

9

Background (cont.)
Hands&Hearts
for
AR TS
At least a dozen other organizations in the Orange and Los Angeles counties provide
similar services to Hands & Hearts for Arts. Los Angeles’ The Art of Elysium has a
long list of well-known celebrities attached to its name and hosts more events. Laguna
Niguel’s Art and Creativity for Healing and Los Angeles’ Free Arts for Abused Children
provide almost the exact services as Hands & Hearts for Arts, with Free Arts being one of
the center’s longest-running competitors, being established in 1977. The VH1 Save the
Music Foundation, based in Los Angeles, poses a high threat to Hands & Hearts for Arts
because of its widespread recognition across the nation.

Clearly, Hands & Hearts for Arts faces a long list of competition throughout Southern
California, but distinguishes itself from its competitors by being the first therapeutic arts
center in Orange County to offer comprehensive multicultural and bilingual curriculum
and arts programs.

According to USA Today, approximately 37 percent of all United States’ hospitals of-
fer alternative treatments, including music and art therapy (Gill). This displays a trend
toward patient-centered care that focuses on the mind and spiritual needs of the patient,
as opposed to only the physical.

However, on Sept. 10, 2008, the Task Force on Community Preventative Services re-
ported that some therapies, including art, play, and drug therapies, were not proven to be
effective in reducing depressive, anxiety, or post-traumatic stress disorders (Many). This
could negatively affect a patient’s tendency to pursue art therapy as a treatment. For ex-
ample, the future of the organization remains at threat in its ability to acquire or maintain
members or funds. Businesses may not want to invest in the organization because of the
declared decline in effectiveness as art therapy, a fundamental aspect of Hands & Hearts
for Arts. As a result, the center may not be able to sustain its services due to a lack of
funds to bankroll the programs.

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Situation Analysis
Hands&Hearts
for
AR TS
Today Hands & Hearts for Arts is a year-round collection of art and therapy programs
that is dedicated to bringing change to their community. Their focus is helping children
and their families from all walks of life to prosper and lead more successful and fulfilled
lives. HHA is proud to offer diverse programs of painting, dance, music, drawing, sculpt-
ing, performing arts and education. “While most programs in our geographic area con-
centrate on one area of art, our center teaches an array of arts for children with various
needs. We not only accommodate children with special needs, but also typical children
and at-risk children as well. It is important for different types of children to learn from
each other” (Jimenez).

Founded in 2000, HHA serves over 1,000 children from in and around the Santa Ana
area. “Programs for the entire family cost as little as 30 dollars per month or if the fam-
ily cannot afford the fee, we encourage them to volunteer their time in exchange for our
services. It is important for the parents to get involved in what their children are doing”
(Jimenez). HHA also partners with the local schools to provide after school programs
and art classes. Aside from government grants, partnerships with public schools are a
major source of income for the center.

One issue that HHA faces is a need for more professional volunteers. They are “in des-
perate need of marketing help” (Jimenez). They also “need to update everything from
brochures and flyers, to our name” (Jimenez). The word “therapeutic” in the name of the
organization prevents them from receiving grants for performing arts because the govern-
ment assumes that they are a not-for-profit focused only on children with special needs.
While they did start out with that focus, they have grown in the last eight years to encom-
pass all children and their name should reflect that evolution.

Another concern for all not-for-profits is the economy. “Despite a host of troubling eco-
nomic signals, charitable giving rose slightly last year, according to estimates from the
Giving USA Foundation. But there are signs that those trends could give way to a decline
this year” (Strom).

“The banks are failing fast. But more interestingly the people are withdrawing their
money from Banks and keeping it home. Wachovia finally went down. Citibank is forced

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Situation Analysis (cont.)
Hands&Hearts
for
AR TS
by the Feds to take over the North Carolina bank as a caretaker of a failed bank” (Jamna).
This is causing a decline in charitable donations among the middle class. Also, the fami-
lies that attend HHA are tightening their belts because of this recent economic slump so
they are not able to pays their dues to the center.

HHA also needs more space. They have reached capacity in the building they are renting
and are in the market for a larger facility. They need a fundraising committee to orga-
nize an event so that they are able to buy a larger building. They need to “find a way to
become known outside of Orange County and reach generous contributors that believe in
the changes we are making” (Jimenez). There is a need for more media and event cover-
age so the organization can get noticed.

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Core Problem/Opportunity
Hands&Hearts
for
AR TS
If Hands & Hearts for Arts does not raise awareness as an organization that serves normal
and at-risk children in addition to the special needs children it currently serves, it will
fail to acquire necessary operational funding for non-therapeutic programs and for future
physical expansion.

13

Goals and Objectives
Hands&Hearts
for
AR TS
Goal:
To increase financial support while reshaping Hands & Hearts for Arts’ reputation into
one that serves all children, not just special needs children. We wish to expand awareness
of everything Hands & Hearts for Arts has to offer Orange County families.

Objectives:
• Change the name of the organization so that it properly reflects its service
by the end of November 2008
• To successfully purchase a new facility in the heart of Santa Ana by Jan. 1
2009
• To increase the amount of philanthropic support by 25% by the opening of
the new facility
• Hire administrative staff by April 1, 2009 for the new facility
• Create new publications that accurately display the full potential of the
new Hands & Hearts for Arts facility by spring of 2009
• Gain new family participants, from average, at risk and special needs
families. An increase of 20% by August 1, 2009
• Gain even more press and publicity through reporters and press releases
by Jan. 1, 2009 for the start of the New Year and new facility

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Key Publics
Hands&Hearts
for
AR TS
Key public: Low-income, ethnic minority parents

This public encompasses the groups of Hispanics, Latinos, Asian, and African-American
families that live in Orange County with children attending public schools. This public
will be attracted to the Hands & Hearts for Arts because affordable after-school pro-
grams are in high demand and the center provides a safe and supervised environment for
children. Tutoring services are also of interest to this public because the center employs
certified teachers and staff that best serve the educational needs of the children. Families
will also benefit from the vast amount of free or affordable arts programs available to all
children, regardless of health or age, making it easier for parents to involve their children
in one organization with many programs as opposed to traveling to several locations for
specific programs. By focusing on creative learning, this public will correlate successes
in the arts to successes in education and life. The wellness aspect of the programs will
stimulate children to share their creativity within their families, community, and peers.

Self-interests: Supervised care, creative environment, open to all children, educational
stimulation, and variety of affordable programs.

Influentials: Children, teachers, school board, local government officials, school coun-
selors, co-workers, church leaders, school administrators, tutors, therapists and healthcare
professionals, and extended family.

Key public: Potential donors

This public is constantly observing the nonprofit and philanthropic circuits for potential
donations and partnerships. Donations to local organizations enhances the program or
company’s visibility and credibility as a community and market leader. This public funds
local organizations that strive to correct social injustices faced by the community with ob-
servable results. Funding programs like ones from the Hands & Hearts stimulate children
to have the desire to attend college and participate in the workforce, possibly with interest
in the donor’s organization. This public has the power to stimulate grassroots fundrais-
ing that can grow into large corporate sponsorships. Relationships are key to this public,
meaning that current collaborations can lead to success in the future if the relationship is

15

Key Publics (cont.)
Hands&Hearts
for
AR TS
closely guarded. Donations to children’s learning organizations constitute a large portion
of corporate philanthropy, mainly due to the positive, progressive changes in learning
and life habits exhibited through arts programs. This public would find it in their interest
to fund children’s arts programs like ones offered by Hands & Hearts for Arts because it
encourages creativity needed for success in school, careers and life. This public would
also take interest in the depth of participation and breadth of fundraising and community
opportunities that are associated with children’s arts organizations.

Self-interests: Visibility in the community, self-worth, worthy return-on-investment, a
favorable perception from nonprofit leaders and the community, establishing leadership in
the investment of children’s futures and health, and tax incentives.

Influentials: Sister locations/businesses, industry competitors, community leaders, local
government officials, school boards, parents, employees, children.

Key public: Families currently served

This public is vital because it is most familiar with the services offered and personal
successes experienced through the center. This public has varied involvement through
volunteering and fundraising efforts on behalf of their children. This public serves as a
credible publicity vehicle for recruitment of staff and families, as well as for fundraising.
In donating time and/or money, this public is emotionally tied to the Hands & Hearts’
successes and future, making it a plausible judge of the center’s character. This public
has seen first-hand that extracurricular attention shapes sharper students, making them
more active in their education, community and home. The availability of tutoring ser-
vices and spectrum of arts programs continually meet the needs of this public, leading to
shared interest and participation during projects and when formulating expansion con-
cepts.

Self-interests: Children’s success experienced and expected, child’s well-being, creative
environment, supervised care, sense of community, trust, and family, healthy relation-
ships with other families and staff, educational background and services, feeling that time
and money were well invested.

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Key Publics (cont.)
Hands&Hearts
for
AR TS
Influentials: Children, other families served, staff, teachers, employers, school board,
local government officials, church leaders, donors, extended family, therapists and health-
care professionals.

Key public: Local college students

This public is of interest because they have some interest in working for nonprofit orga-
nizations, or more specifically in arts therapy or with special needs children. This public
looks for organizations that will be of help to their future, either by providing work expe-
rience or means of volunteerism. This public has fluctuating conceptions of the nonprofit
industry and can be useful to the future of the center if provided a positive experience.
This public is credible because it is able to communicate with children on personal levels
because similar to siblings in age. This public can serve as mentors to children, both in
school and life. This public works well in group atmospheres, encouraging cohesiveness
with staff and generation of fresh ideas.

Self-interests: Job opportunities within Hands & Hearts, volunteering, self-fulfillment,
experience with children, hands-on learning, teaching aspect, business aspect, and net-
working.

Influentials: Professors, guidance counselors, internship advisors, family, friends, and
industry leader such as therapists, artists, or philanthropists.

Key public: Local artists

This public is vital to this campaign because it includes leaders, teachers and profes-
sionals in the arts industry. In addition, this public constantly looks to establish stronger
community ties and to find potential donors, which the Hands & Hearts can provide. This
public has seen the cut backs affecting arts education in public schools and wants to keep
arts opportunities available for children. This public would aid the center through teach-
ing, fundraising, and donating time. This public can readily share its experiences and art
pieces, establishing credibility among the children and families served in the center. This
public has the potential to produce inspirational heroes and adult mentors for children at
Hands & Hearts for Arts.

17

Key Publics (cont.)
Hands&Hearts
for
AR TS
Self-interests: Visibility in the community, future collaborations, networking, teaching,
to inspire, community outreach, to find potential sponsors, arts education, creative atmo-
sphere, and rewarding experiences.

Influentials: Friends, school board, local officials, donors, industry leaders, teachers,
family, and local government officials.

18

Message Strategies
Hands&Hearts
for
AR TS
Campaign Theme: The Children’s Place to Create

This campaign theme is a direct message that reflects what Hands & Hearts for Arts
represents. It’s our way of saying this place is first and foremost for the children. It is a
place where they can grow, develop and expand their minds to their fullest potential. This
theme allows children to feel they can express who they are in a safe and educational
environment.

Key Public: New Members of Low Income Families

Message:
Hands & Hearts for Arts is a nonprofit organization that is dedicated to providing a safe
environment to encourage your child’s growth and development. Our program provides a
secure and beneficial afterschool environment for children that encompass healthy learn-
ing opportunities in all areas of the arts. Hands & Hearts for Arts welcomes all children,
not just those with special needs or at risk. Our program costs are low and affordable.
There are many scholarship opportunities and volunteer positions available to help offset
any costs. Our programs host a variety of children from various ethnic backgrounds,
helping the kids to learn tolerance and acceptance for diversity. Hands & Hearts for Arts
offers a safe place for kids to grow and develop their love for the arts.

Key Public: Potential Donors

Message:
Hands & Hearts for Arts provides many outlets for your organization’s philanthropic
endeavors. Our organization reaches more than 1,000 children and hundreds of families
throughout Santa Ana and surrounding Orange County area. We provide a platform for
your company to create positive visibility through your generous contributions. By donat-
ing your financial support you allow for countless opportunities in the lives of local Or-
ange County children. Your generosity helps improve the lives of children from all walks
of life. There will be countless opportunities to give back to the community as we host
hundreds of events each year. Hands & Hearts for Arts provides a way for your organiza-
tion to improve this community through the lives of its children.

19

Message Strategies (cont.)
Hands&Hearts
for
AR TS
Key Public: Current Families

Message:
We have some very exciting news for you and your family! OCCTAC is now the new
Hands & Hearts for Arts center. We are striving to inform you and the surrounding com

munity that any child can join our program. We serve all children and their families. We
consider you and your children part of our family and would like to share other exciting
news with you. Hands & Hearts for Arts is in the process of finding a new, larger facility
to house our growing community. We will keep you updated as we shift the direction of
our program into bigger and better places. Please allow Hands & Hearts for Arts to con-
tinue to serve you and your children as they grow and develop into young adults.

Key Public: College Students

Message:
Here at Hands & Hearts for Arts we understand that as a college student you have a full
plate. We also know you need to complete a certain amount of internship hours and real
world experience. Our nonprofit organization has hundreds of opportunities for you to
get involved and lay the foundation of your own future. There are various programs from
dance and art, to theater and singing that need your volunteering power to help children
expand their creativity. You can teach and volunteer your time or resources. We provide a
rewarding way for you to build bridges and gain experience in a creative environment.

Key Public: Local Artists

Message:
Hands & Hearts for Arts provides you with a platform to display your art in whatever
form it may be. Gain one of the most rewarding experiences Orange County has to offer
local artists by volunteering to teach or demonstrate you artistic abilities. Help improve
the lives of children from all walks of life by volunteering your time, skills and resources
to Hands & Hearts for Arts. By volunteering your abilities you will help inspire over
1,000 children to develop their own passion for the arts. The benefits of lending a helping
hand are life altering as you mold the lives of children into a true masterpiece.

20

Strategies and Tactics
Hands&Hearts
for
AR TS
Strategy: Inform potential donors about the benefits of giving to Hands & Hearts for
Arts.
• Compile and research a list of potential corporate donors based in the local
Orange County area.
• Schedule meetings with the presidents or executives of potential corporate
donors.
• Send pitch letters to president or administrative members of potential
corporate donors of why they should support Hands & Hearts for Arts
and how their donation can benefit not only Hands & Hearts for Arts, but
them as well.
• Send brochures to potential corporate donors.
• Send packages of information, including a well-developed fact sheet, to
potential corporate donors.

Strategy: Encourage current donors to continue giving to Hands & Hearts for Arts.
• Hold a donor’s event honoring all current donors.
• Send out thank you cards and certificates of recognition made by the chil-
dren, thanking past donors for donating. This will also include an envelope
for the option of donating more.
• Send out a monthly newsletter of recent and future events and the progress
of Hands & Hearts for Arts to all past donors with an envelope attached to
donate more.

Strategy: Raise awareness of the existence of Hands & Hearts for Arts with low-income,
ethnic minority parents.
• Continue issuing press releases of current Hands & Hearts for Arts news to
major local newspapers in Orange County, as well as local Spanish print
media.
• Encourage families currently served to bring in new families by word-
of-mouth by hosting a “Bring a Friend” day and holding more per
formances and showcases done by the children.
• Hold free entrance events that involve the local community.
• Keep an updated list of events on the Hands & Hearts for Arts Web site
and blog.

21

Strategies and Tactics (cont.)
Hands&Hearts
for
AR TS
• Update the Hands & Hearts for Arts Web site and blog to be more user-
friendly.
• Run PSA on local networks, specifically major Orange County networks
such as KOCE as well as Spanish-speaking networks, informing the public
about the existence of Hands & Hearts for Arts and available programs.
• Create a billboard informing the public about programs available at Hands
& Hearts for Arts.

Strategy: Recruit English and Spanish-speaking volunteers from outside of the organiza-
tion as well as from within.
• Contact local colleges and universities and offer internship opportunities.
• Contact art-interest clubs and organizations at local colleges, universities,
and high schools and coordinate volunteer events.
• Contact ethnic-interest clubs and organizations at local colleges, universi-
ties, and high schools and coordinate volunteer events.
• Create volunteer sign-up sheets available at the check-in counter.

Strategy: Recruit English and Spanish-speaking teachers and administrative members in
the local Orange County community.
• Contact local colleges and universities and inform them about the exis-
tence of Hands & Hearts for Arts and recruit for potential teachers and
administrative members.
• Create interest within current interns and volunteers to work for Hands &
Hearts for Arts full-time.
• Create empathy within current families to inspire them to work for Hands
& Hearts for Arts full-time.
• Place employment ads in the local newspapers and online job search Web
sites, i.e. craisgslist and monster.

Strategy: Raise awareness with current, past and potential donors about current events at
Hands & Hearts for Arts, as well as information on how they can contribute to the organi-
zation.
• Hold a large event with performances and exhibitions by the children of
Hands & Hearts for Arts that will inspire potential donors and current
donors to donate.
22

Strategies and Tactics (cont.)
Hands&Hearts
AR TS
for

• Meet with potential corporations to suggest purchasing the building for
Hands & Hearts for Arts, or to contribute a significant part in purchasing
the building.
• Have donation information available at all times at the check-in counter.
• Develop and contact, by mail or phone, a list of potential donors that may
empathize with Hands & Hearts for Arts and consider a generous gift.

23

Communication Confirmation Table
Key public Self-interests Primary Influentials Objectives Strategies Tactics
Messages
Hands&Hearts Low- Supervised 1. Educational Children, teach- 1. Win approval 1. Raise -Issue press
for income, care, cre- programs wel- ers, school for and publicize awareness releases to Eng-
ethnic ative envi- come healthy board, local the new name of of exis- lish, Spanish,
minority ronment, learning and government the organization, tence. and Vietnamese-
AR TS
families open to all companionship officials, school starting Novem- language print,
children, through the arts. counselors, co- ber 2008. television, and
educational 2. All children workers, church 2. Create new radio media.
stimulation, are welcome, leaders, school publications that -Word of mouth
and variety including those administrators, accurately display through fund-
of affordable at risk or have tutors, thera- the potential of raising and
programs. special needs. pists, healthcare the new center by recruiting.
3. Program costs professionals, spring 2009. -Hold local, free
are affordable; extended fam- 3. Increase fam- entrance events.
scholarships and ily. ily participants by -Update news
volunteering op- 20% by August and events on
portunities are 2009. blog and Web
available to offset 4. Gain more site.
costs. exposure through - Make blog
4. We welcome newspaper, televi- user-friendly to
children of all sion and radio communicate
backgrounds so media by January -Run PSAs on
they can learn 2009. local television
from one another networks aimed
in a safe environ- at minority
ment. families
-Create
bilboard.
"TheheHE CHILDREN'S PLACE TO CREATE” 24

Communication Confirmation Table (cont.)
Messages
Hands&Hearts Potential Visibility 1. Your donation Sister or parent 1. Publicize the 1. Inform -Research and
for donors in the com- will contribute to company, com- new name of the potential develop list
munity, the arts education petitors in the organization, donors of potential
self-worth, of over 1,000 low- philanthropy starting Novem- about donors.
AR TS
worthy income OC chil- niche, commu- ber 2008. benefits of -Schedule
return-on- dren and families. nity leaders, lo- 2. Purchase new giving. meeting with
investment, 2. We are grateful cal government facility by Janu- executives of
favorable for your generosity officials, school ary 2009. companies.
percep- and will display it boards, parents, 3. Increase phil- -Send pitch let-
tion from in the best possible employees, anthropic support ter, brochure,
nonprofit light. children. by 25% to open and media kit,
leaders and 3. We have count- new facility by including fact
community, less opportunities January 2009. sheet.
investment to recognize you 4. Create new
of children’s in special events publications that
futures and throughout the accurately dis-
health, tax year. play the potential
incentives. of the center by
spring 2009.
5. Get one ar-
ticle in each news
vehicle (print,
online, radio) by
January 2009.


Messages
Hands&Hearts Families Children’s 1. OCCTAC Children, fami- 1. Publicize the 1. Encour- -Host event
for currently success is now the new lies that use the new name of the age to use honoring all
served experienced Hands & Hearts for organization’s organization, services parents.
and expect- ARTS center. services, staff, starting Novem- and to give -Thank you
AR TS
ed, child’s 2. You are part of teachers, em- ber 2009. back to or- cards and
well-being, our family and are ployers, school 2. Acquire 20% ganization certificates of
creative en- excited to share board, local new donors to (monetari- recognition for
vironment, this news with you. government culminate funds ly or with hard working
supervised 3. We will keep officials, church for facility pur- time). parents.
care, sense you updated on leaders, donors, chase in January -Include enve-
of commu- services in the cen- extended fam- 2009. lope for future
nity, trust ter as we grow to ily, therapists, 3. Create new donations.
and fam- serve many more healthcare publications that -Mail out
ily, healthy children in OC. professionals. accurately dis- monthly news-
relationships 4. Remember that play the potential letter of recent/
with other all children are of the center by future
families welcome. spring 2009.
and staff, 4. Increase fam-
educational ily participants by
background 20% by August
and services, 2009.
time and
money well
spent.


Messages
Hands&Hearts Local Job oppor- 1. We provide Professors, 1. Get one article 1. Pub- -Contact
for college tunities in arts programs guidance in each news me- licize colleges for
students the orga- for children of counselors, dia (college, print, personal internship
nization or all backgrounds, internship advi- online) by Janu- growth opportunities
AR TS
in the non- encouraging sors, family, ary 2009 . and career available.
profit circuit, healthy expression friends, leaders 2. Publicize opportuni- -Contact art-
volunteer- and educational in teaching, prospect of new ties. interest dubs
ing, self- growth. therapy, or arts facility by Janu- and organiza-
fulfillment, 2. Teaching and industries. ary 2009. tions; host
experience volunteering op- 3. Double num- coordinator
with chil- portunities are ber of volunteers event.
dren, hands- available for you to by December -Create vol-
on learning, work with children 2009. unteer sign-
teaching who need mentors up sheets
aspect, busi- and encourage- available at
ness aspect, ment. the check-in
networking. 3. Each opportu- counter.
nity is rewarding
and can help you
lay the foundation
of your future.


Messages
Hands&Hearts Local Visibility in 1. You have the Friends, school 1. Gain more 1. Gain -Contact local
for artists the commu- opportunity to board, local exposure through interest schools, busi-
nity, future share your creative government of- newspaper, in teach- nesses, galler-
collabora- passion and talent ficials, donors, magazine, radio, ing and/or ies, studio for
AR TS
tions, net- by volunteering. industry lead- online, social net- volunteer- recruitment.
working, 2. You can inspire ers, teachers, work systems by ing at the -Create interest
teaching, children in OC by family, own January 2009. center. and empathy
to inspire, becoming a men- children, young 2. Publicize from mailings
community tor. students. prospect of new and phone
outreach, to 3. You can become facility to news calls.
find poten- better acquainted agencies (print,
tial sponsors, with the commu- radio, television,
arts educa- nity while sharing online) by Janu-
tion, creative importance of the ary 2009.
atmosphere, arts. 3. Increase phil-
rewarding anthropic support
experiences. by 25% to open
new facility by
January 2009.


Calendar
Hands&Hearts
for
AR TS
The whole calendar that we have designed for Hands & Hearts for Arts is planned around
our Special Event, to take place on Saturday, March 21, 2009. The News Release is to
contact media concerning the occurrence of the event, and will be sent to local mediums
two weeks before the event. The direct mail piece is sent to families currently served and
will inform them of our decision to change the organization name. The brochure and fact
sheet will be started on immediately, so that our name change is consistent throughout
all literature that is available for pick-up at our center, and also be ready and avilable at
our special event. The pitch letter will be used after the event, as we plan to increase our
donor list through the event. Planning for the special event will begin in January, two and
a half months prior to the event, allowing ample time to make all the preparations needed
for the day of.

29

Calendar (cont.)

Hands&Hearts
for
AR TS


Calendar (cont.)

Hands&Hearts
for
AR TS

33

Budget
Hands&Hearts
AR TS
for

Item Description Quantity Cost Per Unit Total Estimate
Press Release
• Write in-house N/A 0 $0
• Distribute via E-mail N/A 0 $0
• Translation services 3 $100/hour $300
(Spanish/Vietnamese)
Subtotal $300
E-mail blasts (with news updates)
• Distribution N/A 0 $0
Subtotal $0
Postcard (direct-mail)
• 5x7, four color, high gloss printing 500 $0.14 $70
• Postage 500 $0.42 $210
Subtotal $280
Pitch letter distribution
Subtotal $0
Brochure (direct-mail)
• 8.5x11, tri-fold, four color printing 750 $0.19 $140
• Postage 500 $0.42 $210
• Translation services (Spanish) 2 $100/hour $200
• Student photographer fee/expenses 1 $250 $250
• Student graphic designers fee 1 $250 $250
Subtotal $1050
Fact sheet (in media kit)
Subtotal $0
Special Event (75 guests)
• Hand-delivered invitations in 250 $0.40 $100
envelopes (4x6, bi-fold, four-color
printing)

34

Budget (cont.)
Hands&Hearts
AR TS
for

Item Description Quantity Cost Per Unit Total Estimate
• Location (center facility) 1 0 $0
• Save the Date E-mail 250 0 $0
• Sound system rental, with operator 1 $1000/half day $1000
• Food and refreshments
o Donated baked goods 20 0 $0
o Appetizers/light food 75 $5 $400
o Refreshments (soft drinks, 75 $1 $100
water, lemonade)
• Rental equipment
o Round tables 10 $10 $100
o Chairs 80 $3 $240
o Linens 10 $10 $100
o Glasses 80 $0.25 $20
o Flatware 80 $2/setting $160
• Volunteer photographer 1 Donated $0
• Special Guest: Local artist 1 Donated $0
• Decorations (by children, N/A Donated $0
volunteers)
• Follow-up thank you cards
o 4x6, bi-fold, four color 75 $0.67 $50
printing
o Postage 75 $0.27 $20
Subtotal $2290
TOTAL ESTIMATED COST: $3920

35

Evaluation Criteria and Tools
Hands&Hearts
for
AR TS
Objective 1: Change the name of the organization so that it properly reflects its service
by the end of December 2008.

Evaluation tools:
• Create an awareness survey of the organization and the services it provides
now. Distribute this on January 1, 2009. Compare that survey to a survey
done on April 1, 2009 once the name has been changed.
• It is important to include services in the survey to ensure that people un-
derstand what the newly-named organization does.

Objective 2: To successfully create awareness of the need for a new facility in the heart
of Santa Ana by February 1, 2009.

Evaluation tools:
• Conduct surveys from December 10, 2008 through January 10, 2009 that
depict the awareness level of the people on the need for a new facility.
• On April 1, 2009 send out a second survey that will show the awareness
level of the community, for a new facility after efforts have been made to
inform the community.

Objective 3: To increase the amount of philanthropic support by 25% by the opening of
the new facility.

Evaluation tools:
• Create a spread sheet to keep track of the money being raised by philan-
thropists for the 2008 year. Compare it to the amount of financial support
brought in from 2007.
• Create a second spread sheet at the end of 2009 that compares 2008 phil-
anthropic money raised to the 2008 year, and so on until the actual
opening day.

Objective 4: Create awareness of the need to hire administrative staff by April 1, 2009
for the new facility.

36

Evaluation Criteria and Tools (cont.)
Hands&Hearts
for
AR TS
Evaluation tools:
• Conduct a survey on December 10, 2008 that depicts how aware the com-
munity is of the need for an administrative staff within the organization.
• After months of awareness tactics are complete, take another survey on
February 10, 2009 that will tell whether the community’s awareness levels
of the need for new administration have gone up.

Objective 5: Create new publications that accurately display the full potential of the new
Hands & Hearts for Arts facility by spring of 2009.

Evaluation tools:
• Host focus groups on January 5, 2009 that will review the layout and con-
tent of newly designed publications such as brochures and fliers.
• Send out mail surveys on February 5, 2009 with a packet of the newly
designed publications. These surveys will reflect the community’s opinion
on the new publications.

Objective 6: Increase new family participants, from average, at risk and special needs
families, 20% by August 1, 2009.

Evaluation tools:
• Create entry surveys that will measure the total number of new partici-
pants by their key demographic.
• Generate graphs and charts that will help visualize the expansion of new
participants.

Objective 7: Gain even more press and publicity through reporters and press releases by
Jan. 1, 2009 for the start of the New Year and new facility.

Evaluation tools:
• Collect news clippings, reports and feature coverage and compare the total
number to the previous year.
• Create a revised press contact list by December 31, 2008 and compare it to
the contact list from the previous year.

37

Recommendations for Future Client Actions
Hands&Hearts
for
AR TS
In addition to the suggestions outlined in the campaign, we suggest the following future
additional actions for Hands & Hearts for Arts.
• Hiring more administration to lessen the strain upon the center’s directors.
An assistant for Dr. Ana Jimenez-Hami would allow more time for the
center’s director to network with other Orange County philanthroic
groups and sponsors.
• Hosting an annual fundraiser
• Consistently updating all of the organization’s publications
• Sending out monthly digital newsletters to current donors which would
include children success stories, news, and other updates from the center.

38

Hands&Hearts
AR TS
for

PART TWO: SUPPORT MatATERIALS/PR TOOLS

39

Copy Outline: Billboard
Hands&Hearts
for
AR TS
Key public: Parents

Secondary Publics: Children

Action desired from public(s): Sign your children up for our programs

How that action ties to key public’s self-interest: By becoming a member of the Hands
& Hearts for Arts community you provide your child with a safe and healthy way to
flourish, physically, mentally and emotionally within the arts.

Primary message: Hands & Hearts for Arts is a great place for your children to grow
and develop in any area of the arts.

Secondary messages:
• The program is designed for all children, not just special needs or at risk
children.
• Our staff is certified and experienced.

Primary message: Come sign up!

Secondary messages:
• Tuition is extremely low and varies based on circumstance.
• Scholarship opportunities are available.

Primary message: Get involved and volunteer you time, money or resources.

Secondary messages:
• Volunteering provides a great way for you to give back to the community.
• The children need your help and positive influence.
• Gain recognition for your company and network, all while giving back.

Third-party influentials and how they will be used: None

Slogan or tagline: The Children’s Place to Create

40

Copy Outline: Billboard (cont.)
Hands&Hearts
for
AR TS
Size of billboard: Regulation size

Proposed art: A child, bright eyed and smiling with a simply amount of text “Future
Picasso.” It’s simply gets the point across. There will be our URL address and company
logo on a plain black background. The only color is the color of the logo to make it really
stand out.

Location: Located off of the 22 freeway, exiting onto Main Street into Santa Ana.

Method and timing of distribution: As soon as possible to draw in attention while the
new facility is in the process of development.

Print quantity and number of colors: Two billboards, both off of the 22 freeway into
Santa Ana in four color print.

Timeline/deadline: For display starting on Jan. 1 up until the grand opening of the new
facility at which time the billboard will be replaced with another one with a 3D image of
what the new facility will look like.

41

Billboard
Hands&Hearts
for
AR TS
Hand & Hearts for Arts will create a billboard that will target parents within the Orange
County area. The secondary public will be children. The main tagline is “Future Pica-
sso.” Next to the copy is a young boy with a bright, ear-to-ear smile. The message implies
that our programs help kids achieve greatness in the arts.

The action we are trying to create is that parents will sign up for the programs Hand &
Hearts for Arts provides. Also, we want our second public, the children, to ask their par-
ents to sign them up. We will instill in them a desire to achieve and take part in the arts.

The billboard, or billboards, if we choose to continue use in the future, will hold a strong
message that communicates to the parent’s self-interests. Parents tend to want their child
to grow and excel in all areas of life. Our billboard communicates that Hand & Hearts for
Arts will meet that desire. It even suggests that our programs will go above and beyond
the call of duty. Hand & Hearts for Arts is not just an after school program, it’s where any
child can expand their creativity. This message appeals to the parent’s self-interest.

The primary message states that each child will flourish within our programs. The bill-
board projects the idea that all kids are welcomed and they will expand on their given
abilities, no matter what they might be.

The other primary message is for parents to sign up. On the billboard is a web address
that can be used as a way for parents to get their children involved. Billboards must
remain simply, the fewer the words the more straight forward the message. Drivers only
have a second or two to see, read and comprehend the message. Instead of saying the
who, what and where to signing up, we simply placed a link to get all the information.
This also creates a little bit of curiosity and parents are bound to visit the site just to gain
more info.

The layout is simply but speaks volumes. The color scheme is black and white with a
dash of color on our logo only.

Hand & Hearts for Arts will aim to have the new billboard up by January 1, in time to
start the New Year and move into our new building. Again, by posting the billboards
at the start of the New Year, we gain one step more towards increasing our enrollment

42

Billboard (cont.)
Hands&Hearts
AR TS
for

number and donations. Placement of the billboard will be off the 22 freeway coming into
Santa Ana, where the new and old facilities are located.

43

Copy Outline: Brochure
Hands&Hearts
AR TS
for

Key public: The brochure is intended to target potential Hands & Hearts for Arts donors,
including local businesses.

Secondary publics: It will also provide basic background information regarding Hands
& Hearts for Arts for local college students and artists who may be willing to donate their
time.

Action desired from public(s): The main action desired from potential donors to the
organization is the donation of funds, volunteer efforts, or the proposal of sponsorship
opportunities.

How that action ties to the key public’s self-interest: The potential donors will be
interested in donating either funds, in-kind donations, volunteer support, or the proposal
of sponsorship opportunities to gain visibility in the community as a philanthropic busi-
ness and community leader and gain a favorable perception from nonprofit leaders and
the community.

Primary message: Hands & Hearts for Arts is a credible, professional, and established
children’s arts organization in Orange County.

Secondary messages:
• Mission statement and vision
• Brief overview of history of the organization
• List of programs offered
• Benefits of the organization to the community

Primary message: Hands & Hearts for Arts has built connections with established and
respected organizations in the community.

Secondary messages:
• List of past and current donors and partnering organizations
• Testimonials/quotes from past and current donors and volunteers

44

Copy Outline: Brochure (cont.)
Hands&Hearts
for
AR TS
Primary message: Hands & Hearts for Arts is open to forming new relationships with
local businesses and volunteers.

Secondary messages:
• Brief overview of how businesses/volunteers can get involved or
make a donation
• Contact information

Third-party influentials and how they will be used: Testimonies and quotes from past/
current donors to Hands & Hearts for Arts as well as those from children and parents
involved in the organization will be used to build confidence in the worth of the organiza-
tion in the minds of the potential donors and volunteers.

Proposed cover title and cover copy: The Hands & Hearts for Arts title as well as the
theme of “the children’s place to create,” and the copy, “help to create colorful lives,”
will be on the cover of the brochure.

Proposed cover photos/art: The Hands & Hearts for Arts logo and photo of a child en-
joy himself at the center will decorate the cover of the brochure.

Method and timing of distribution: The brochures will be designed as direct-mail
pieces and mailed to local businesses, including past, current, and potential donors, in
Orange County during the start of the new fiscal year, which begins on Jan. 1, 2009. The
brochures will also be part of a counter display at the reception desk of the center for cur-
rent volunteers and parents starting in December. Bundles of brochures will be distrib-
uted to local colleges and art studios during the start of the new school term, beginning at
the end of January.

Brochure size and paper: The brochure will be printed on both sides of 8.5” x 11” paper
in a landscape orientation and tri-folded. The paper stock will be high quality, with a
glossy finish.

Print quantity and number of colors: 750 four-color brochures will be printed.

45

Copy Outline: Brochure (cont.)
Hands&Hearts
for
AR TS
Other art to be used (other than cover): Photos of children utilizing and participating
the various programs of the center will be included, as well as pieces of art created by
children in the center.

Timeline/deadline: January 15, 2008

46

for
Why We’re Here
Approximately 1.6 billion people in the Help build a
world live in substandard housing and
Who We Are
100 million people are homeless. Help to AR TS
better

121 Habitat Street
In theHands & Hearts for Arts is thepeople,
United States, 95 million ﬁrst thera-
peutic arts center in Orange County to offer create
or one third of the multicultural and bilingual
a comprehensive nation, have hous-
Hands&Hearts

2215 N. Broadway
ing problems including payments too
arts curriculum and therapeutics programs.

Americus, GA 31709-3498
Santa Ana, CA 92607
large a percentage of their income,
community.
colorful lives.
overcrowding, poor Dr. Ana Jimenez-Hami,
Founded in 2000 by quality shelter
originally as Orange County Children’s Thera-
and homelessness.
peutic Arts Center, Hands & Hearts for Arts

Hands & Hearts for ARTS
empowers children and their families to
reach their fullest potential.

Designed for children with needs and at-risk
youth of diverse backgrounds, our programs
integrate the arts with education and thera-
peutic resources.
Brochure

In clean, decent, stable housing:
• Families can provide stability for
their children

• Health, physical safety and security
improve
• A family’s sense of pride grows
• Educational and job prospects
increase because it encourages more Hands&Hearts
for
development in the area AR TS
"T��HE CHILDREN'S PLACE TO CREATE”
a 501 c3 nonproﬁt

47

What We’ve Current How to Help for
AR TS
Done Partnerships Donate
Through sponsorships donations of funds, in-
kind donations, or volunteer support, Hands
Hands&Hearts

Corporate
Albertsons & Hearts for Arts can continue to build an
Disneyland Resort artistic and safe community.
Downey Savings Bank
Fieldstead & Company Your efforts help to lay a strong foundation in
Wells Fargo Bank the children today for a stronger tomorrow.
Volvo

“Hands & Hearts for Arts is unique because
of the programs it offers, which align with Why Should I Get Involved?
what we support: literacy among small chil- Provide children with art services not
Hands & Hearts for Arts serves over 1,000 available in schools
dren and the education of minority families.”
children and families per year. Increase the academic success of our
-Dr. Raymond R. Ross, former chairman of youth
services for Kiwani’s Club,Santa Ana community’s youth
Offered artistic training in the ﬁelds of Invest in the future of our community
music, visual arts, dance, musical theatre, Offer therapeutic services to disabled
technology, and other services that provide and special needs youth
Brochure (cont.)

family wellness and community leadership. Facilitate community service through
the arts
Increased the academic success of its
members:

“I’ve increased my grades from C’s to Visit Us
A’s since joining the Hands & Hearts for Arts Academic For more information on how to get involved:
a year ago. The center has allowed me take California State University, Fullerton
classes I couldn’t take at school because of and Long Beach 2215 N. Broadway
budget cuts.” Chapman University Santa Ana, CA 92607
-Leslie Ramirez, 10 years old Santa Ana Uniﬁed School District
Santa Ana College (714) 547 5468
University of California, Irvine
Vanguard University www.handsandheartsforarts.org

48

Business Card
Hands&Hearts
AR TS
for

2215 N. Broadway
Santa Ana, CA 92607
Hands&Hearts (714) 547-5468
for
AR TS
"T��HE CHILDREN'S PLACE TO CREATE”
handsandheartsforarts.org

49

Copy Outline: Direct-mail Postcard
Hands&Hearts
for
AR TS
Key public: Families currently served

Secondary publics: Donors, potential donors, potential families, volunteers

Action desired from public(s): Awareness of new image and current growth

How that action ties to the key public’s self-interest: Shares sense of family and trust,
continues a healthy relationship with other families and staff, proof of time and money
well spent, and extension of services continues successes already seen in youth at the
center.

Primary message: We have a new name, Hands & Hearts for Arts!

Secondary messages:
• We have a genuine dedication to children. We have expanded to serve
over 1,000 children in Orange County this past year!
• The arts are our passion. We offer over 15 afterschool arts programs for
your children to empower themselves and become better students in the
classroom.
• We are here to serve you because you are family! For the past eight years,
you have been our inspiration to create positive programs for children in
Orange County. Your support and volunteerism has made us focus
on what is important, providing a safe and welcoming environment for
every child that uses our services.

Primary message: We are finding a new home.

Secondary messages:
• The amount of services and children we serve encourages us to widen our
doors, as we come to purchase a new building in the Artist’s Village in
Downtown Santa Ana.
• The new building is very close to our Broadway location and is at the cen-
ter of Santa Ana’s blossoming, young, arts community.

50

Senior PR Campaign: Hands And Hearts For Arts Campaign

Senior PR Campaign: Hands And Hearts For Arts Campaign

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