OutlineforSections

CampaignTheme:Growing/raising______Bringinggrowthtothetable.Bringing
awarenesstothetable.
CampaignGoal:RaiseawarenessandincreaseparticipantsandvolunteersforAACORNFarm
CampaignObjectives:Researchcommunityawarenessandimplementeventstosupportresearch

KeyMessages(developtheme/awareness,developplanifthereisaneedtopretestthemessage)
FamilymembersofyoungadultswithautisminSouthwestMichigan
Raiseawareness
Gainmoreparticipantsandvolunteers
SchoolsinSouthwestMichiganwithspecialeducationprograms
Raiseawareness
Worktogethertomakeabetterfutureforpostgraduation

Strategies(overallgameplantoimplementgoals,reasoningthroughtheoriesandsources)
(clearlylinktoeachobjectivelistedinkeymessages)
FamilymembersofyoungadultswithautisminSouthwestMichigan
wantfamiliestolearnabouttheAACORNFarmprogramandgetinvolved
FarmtoTableevent
FarmersMarket
SchoolsinSouthwestMichiganwithspecialeducationprograms
Developrelationshipandteamup
Haveinformationalmeetingswithboththeschoolfacultyandschoolfamily
memberswithchildreninthespecialeducationprograms

Tactics(outlinestrategiesindetail,createinitialdraftsofwrittenmaterialsandexplainwhy
itemswerechosen)
FamilymembersofyoungadultswithautisminSouthwestMichigan
FarmtoTableevent
pressreleaseaboutAACORNFarm
pressreleaseaboutFarmtoTableevent
pressreleaseaboutsuccessofFarmtoTableevent
FarmersMarket
SchoolsinSouthwestMichiganwithspecialeducationprograms
InformationalNight
pressreleasetoannounceinformationalnight
flierstogivetostudentsinspecialeducationprogramstobringhometo
theirparents

 emailstoparentsofspecialeducationprogramtotellthemaboutthe
meeting

CampaignAssessment#3
COM4500
Group2

LizRaglin
AbigalWinters
ShannonOSullivan
GarrettBeaman
KerryTraskos

CampaignTheme:Bringinggrowthtothetable

CampaignGoal:RaiseawarenessandincreaseparticipantsandvolunteersforAACORNFarm

CampaignObjectives:
Researchcommunityawareness
Implementeventstosupportresearch
AssistinthecreationofarelationshipwithAACORNFarmandoutsideautism
programs,includingpublicschoolAutismprograms
IncreaseAACORNFarmsonlineandsocialmediapresence

KeyMessages
FamilymembersofyoungadultswithautisminSouthwestMichigan
AACORNFarmprovidesavocationalprogramforadultswithautismtotransitioninto
adulthood
Participantsreachtheirpotentialthroughpurposefulagriculturalworkandmeaningful
interactions
Participantsgetasenseoftheimportanceofthecircleoflifeandfosterprideintheir
accomplishments

SchoolsinSouthwestMichiganwithspecialeducationprograms
AACORNFarmprovidesvocationalresourcesafterstudentshavecompletedtheschool
programs
AACORNFarmswantstoworktogetherwithschoolstoensurethatstudentshavea
betterfuturepostgraduation
Theyneedtohaveresourcesconsideringwheretheycangoiftheyseek
alternativeprogramsaftertheyfinishatschool

Strategies
FamilymembersofyoungadultswithautisminSouthwestMichigan
ToincreasethenumberoflikesontheAACORNFarmsFacebookpageby25percentbythree
monthsafterthecampaignbegins.
Tactic#1:
Pressreleasesandflyers(SHANNON)
MultiplepressreleaseswillbewrittentoraiseawarenessaboutAACORNFarmandthe
FarmtoTableeventaswellasflyerstobehungatmultiplelocalshoppingcentersaround
Kalamazoo.ThefirstpressreleasewillbewrittenontheFarmtoTableevent.(SeeAppendixC)
AnewsletterwillalsobewrittentwoweeksbeforetheeventtobepublishedontheAACORN
FarmsFacebookpageexplainingwhattheeventisindetail.(SeeAppendixH).Asecondpress
releasewillbewrittentobesentoutforaudiencestoreadtwodaysbeforetheeventreminding
themtocome.(SeeAppendixG).Thesepressreleaseswillbesentouttomultiplemediaoutlets
inthelocalSouthwestMichiganarea.(SeeAppendixE).Asecondnewsletterwillbepublished
tobepostedtotheAACORNFarmsFacebookpagetwodaysaftertheeventhastakenplaceto
announcethesuccessoftheeventaswellasathankyoutothosewhocameandshowedsupport
attheevent.(SeeAppendixI).FlyerswillbemadeabouttheFarmtoTableeventandwill
includenecessaryinformationforpeopletocomeandparticipateintheevent.(SeeAppendixJ).
TheflyerswillbepostedatmultiplelocalshoppingcentersaroundSouthwestMichigan.(See
AppendixD).

Tactic#2:
FarmersMarket:(LIZ)

InconjunctionwithoverallawarenessofAACORNFarmwithInordertoraiseawarenessinthe
community,AACORN
VendorQuestions:
HaveyouseenanincreaseinoverallbusinessandsalesafterparticipatingintheFarmers
Market?
Haveyoudevelopedanyrelationships/connections/collaborationswithothervendors?
DoyouparticipateinanyotheragriculturaleventsaroundSouthwestMichigan?
Wouldyoueverbeinterestedinparticipatinginanyotheragriculturaleventsin
SouthwestMichigan?
Whoisthetargetmarketforyourproducts?
Onaveragehowmanypeoplevisityourboothperfarmersmarketday?
Howmanytransactionsdoyoumakeperfarmersmarketday?
DoyouattendallfarmersmarketdaysorjustSaturday?

Tactic#3:
FarmtoTableEvent:(Abby)
AACORNFarmwillahostaFarmtoTableEventinthefallof2015.AACORNwillusethe
yearleadinguptothiseventtogaincommunityawarenessandincreaseparticipantstoensure
thattheeventwillbesuccessfulandwellattended.FortheFarmtoTableevent,theaudience
willhavetobeeducatedabouttheeventandremindedfrequentlybeforeitbegins.Severalpress
releaseswillbereleasedabouttheevent.ApressreleasewillbewrittenaboutAACORNFarms
fortheaudiencetogainknowledgeonwhatAACORNFarmis,whattheydo,andwhythey
shouldbeawareoftheprogram.(SeeAppendixG)Anadditionalpressreleasewillbereleased

twoweeksbeforetheFarmtoTableeventannouncingtheevent,explainingwhattheeventis
andwhereitwillbelocated.(SeeAppendixC)Athirdpressreleasewillbewrittenafterthe
eventtoannouncethesuccessandreiteratingwhattheeventwas.Postswillalsobemadetothe
AACORNFarmsocialmediapageonFacebookannouncingtheeventaweekbefore,threedays
before,andthedayoftheevent.(SeeAppendixD)Flyerswillbeproducedtobehungatlocal
grocerystoressuchasCostco,Walmart,Meijer,andHardingsannouncingtheFarmtoTable
event.(SeeAppendixG)AACORNwillpromotewiththeflyersatthefarmersmarketonthe
weekends.Therewillbeawelldevelopedtimelinetobeginplanningfortheeventbeginning
February2015(SeeAppendixK).

SchoolsinSouthwestMichiganwithspecialeducationprograms
TobuildaworkingrelationshipwithtwoschoolsorprogramsinSouthwestMichiganand
measurethedisseminationofAACORNFarminformationtoparentsorguardianswithchildren
withASD,threemonthsafterthecampaignbegins.

Tactic#1:
Surveys:
Theteamwillconducttwosurveys,oneforeachtargetpublic.Thefirstsurveywillbepostedto
theAACORNFarmFacebookpagebyKimNelson.Thesurveyseekstofindouthowmembers
foundAACORNFarmandtheiraffiliationtotheorganization.Thisinformationwillhelpguide
communicationwithpublicsforthiscampaignandtheAACORNFarmteamsfutureworks.The
secondsurveytakesalookatvariousspecialeducationprogramsaroundSouthwestMichigan.
AACORNFarmwantstoincreaseawareness.Buildingarelationshipwiththeseprogramswill

makeiteasiertocommunicatedirectlytoparentsofchildrenwithAutismSpectrumDisorder.In
ordertobeginbuildingrelationshipwiththeseprograms,ourteamhasdevelopedasurveyto
betterunderstandhowtheprogramspreparestudentsforgraduationandcommunicatewith
parents.SeeAppendicesAandB.

Tactic#2:
InformationalNight:
AACORNFarmwillholdinformationalmeetingsatTransitionServicesHighSchooland
KalamazooRESAsYoungAdultProgram.Themeetingswillhelptodevelopandsolidifya
relationshipwiththeschoolandRESAtoensurethatstudentshaveresourcesonwheretheycan
goduringthesummerandpostgraduation.Awarenessfortheeventwillbecreatedthrough
AACORNFarmFacebookposts,pressreleasestonewsmedia,andfliersfortheschooland
RESAtodistributetoparents.Boardandstaffmemberswillgiveapresentationtotheattendees
aboutwhattheprogramisaboutandhowandwhytheyshouldbecomeparticipants.Snacksand
drinkswillbeofferedbeforeandafterthepresentationsothatparentscanminglewiththe
AACORNFarmmembersineffortstocreatestrongerrelationshipswithinthecommunity.

AppendixA
:

Surveytofamilymembersofyoungadultswithautism:

AppendixB
:Surveytoschoolswithspecialeducationprograms

AppendixC
:

PressReleaseforFarmtoTableEvent

ThefirstpressreleaseontheFarmtoTableeventwillbesenttothemediaoutletslistedon
ApendixD.Thispressreleasewillbesentouttwoweeksbeforetheeventtakesplacetogiveour
mediaaudiencesenoughtimetoscheduleitintotheircalendars.Itwillcontaininformationabout
thedate,locationandpurposeoftheevent.

AppendixD
:FliersforFarmtoTableEvent
FlierswithinformationabouttheFarmtoTableeventwillbeplacedinvariousshoppingcenters
aroundSouthwestMichigan.
oStPawPaw
Hardings
412HowardStKalamazoo
2626EMainStKalamazoo
1000ECorkRdKalamazoo
5161WMainStKalamazoo
6330SWestnedgeAvePortage

Costco5100CenturyAveKalamazoo
Meijer
8850ShaverRdPortage
5152SWestnedgeAvePortage
6660WMainStKalamazoo
5800GullRdKalamazoo
Walmart
501N9thStKalamazoo
6065GullRdKalamazoo
8350ShaverRdPortage
1013SKalamazo

AppendixE
:

PressReleaseContactList
EncoreKalamazoo
117WestCedarStreet,SuiteA,Kalamazoo,MI49007
StaffWriter
TiffanyFitzgerald
(269)3834433

TheGrandRapidsPress
169MonroeCenterStNW,Suite100,GrandRapids,MI49503
EntertainmentNews
JohnSerba
jserba@mlive.com

KalamazooGazette
306SouthKalamazooMall,Kalamazoo,MI49007
CommunityEngagementSpecialist
TammyMills

tmills1@mlive.com
EntertainmentNew
JohnLiberty
jlibert1@mlive.com

MLiveLansing
108WashingtonSquareSouth,Lansing,MI48933
StatewideEntertainment
JohnGonzalez
gonzo@mlive.com

WesternHerald
1517FaunceStudentServicesBuilding
1903W.MichiganAve.Kalamazoo,MI490085363
NewsEditor
ChristinaCantero
(269)3872101
heraldnewseditor@wmich.edu
NewsChannel3
Reporters
RyanDuffyandJuliaFello
(800)8753333
desk@wwmt.com

NewsChannel8
EvaAguirreCooper
eva.aguirrecooper@woodtv.com

AppendixE
:KalamazooFarmersMarketInformation

AppendixF
:InformationalNightCollateral

Apressreleaseandflyersfortheeventwillbesentoutaweekbeforeeachevent.Theywill
providethedate,time,location,andtopicinformationforthepublic.Theywillalsoprovide
somebackgroundinformationonAACORNFarmandthespeakersofthemeetingsothatthe
publicwillhaveanunderstandingoftheorganizationandbemoreinterestedinattending.

AppendixG:
PressRelease:FarmtoTableEvent

ApressreleasewillbewrittentobesentouttothemediaoutletslistedonAppendixDtwodays
beforetheFarmtoTableevent.Thispressreleasewillincludeinformationforthosewhowant

toattendtheeventofthelocation,timeandgeneralinformationonwhatwillbehappeningatthe
event,itwillservemoreasareminderthattheeventiscomingup.Thispressreleasewillalso
encouragethosewhodidnotknowoftheeventtoattend.

AppendixH:
Newsletter:FarmtoTableEventonFacebook

AnewsletterwillbepublishedtwoweeksbeforetheFarmtoTableeventonAACORNFarms
Facebookpageexplainingtheeventindetail.Itwillcontainthetimeandthelocationofthe
event.Itwillalsodescribetheeventinmoredetailexplainingwhatwillbegoingonattheevent,
whowillbeattendingtohelpputtheeventon,andwhatpeoplecandowhileattheevent.Itwill
alsolistsomeofthefoodthatwillbemadebythestudentsthatattendAACORNFarm.

AppendixI:
NewsletterAfterFarmToTableEventonFacebook

AnewsletterwillbepublishedandpostedtotheAACORNFarmsFacebookpagetwodays
aftertheeventhastakenplacetoannouncethesuccessoftheFarmtoTableevent.This
newsletterwillcontainthenumberofpeoplewhocametotheevent(notincludingvolunteersor
workers)theamountofmoneyraisedattheeventandathankyoutothosewhoshowedtheir
supporttoAACORNFarmbycomingtotheevent.

AppendixJ:
FlyersfortheFarmtoTableEvent

FlyerswillbemadeandpostedtolocalshoppingcentersaroundSouthwestMichigan.Theflyers
willcontainimagesofAACORNFarmandstudentsintheirprogram.Itwillalsocontain
informationabouttheeventsuchasthetime,andthelocation.Theflyerwillincludewhatwill
beofferedattheevent,activitiesandfoodthatwillbeforsaleattheevent.Itwillbeabrief
visualonwhatwillbehappeningattheevent.