Children Literacy in Mississippi

Campaign by: Mara Bensing

Sponsored by:

Thacker

Mountain

Radio

Organization:

Thacker Mountain Radio began in 1997 as the “Words and Music” show. It is Oxford’s very own radio show that features weekly authors and musical artists as well as songs by the house band. At Thacker, it is desired to truly showcase the importance of both literature and music, especially right here in Oxford. The radio hour is free of charge, and broadcasts every Thursday at 6 p.m. at Off Square Books on the Square, and rebroadcast on Saturday evenings on Mississippi Public Radio. The show puts on some 27 shows a year, 12 in the spring and 12 in the fall, along with 3-4 across the state. Benefit:

In order to benefit Thacker Mountain Radio, the following campaign will enhance Thacker’s reputation by touching on such an important issue. By doing so, the campaign will increase awareness of Thacker Mountain Radio as well as enhance its already respected name. My campaign will reveal the reality on a pressing issue that is relevant and relatable in Oxford, while allowing Thacker to guide its efforts through its sponsorship. Problem:

This campaign will address the literacy rates among children in Mississippi, specifically in Oxford. Literacy rates of the state are continuously among the lowest in the nation. Reading levels are below average, and children are continuing to struggle to pass their proficiency tests. This very real issue is prominent, pertinent, and is in dire need of change. Current Situation:

In order to increase the facts and figures of literacy strength, it is vital to increase the awareness of the importance of reading. My campaign focuses on encouraging just that. In 2012, Mississippi was ranked the second worst educated state in the nation behind West Virginia, along with the lowest literacy rate (Fox Business). Today, it is only ranked 46th in the country in education (Adams, T.). By campaigning for the importance of getting children excited about reading, I hope to increase Mississippi’s awareness of its literacy problem by 50% by November of 2015. This goal is indeed high; however, with the help of tutoring programs already in tact as well as the overall concern of Oxford parents, my campaign can help such an improvement be achieved.

1. Situation & Research

Secondary Research: The state of Mississippi has steadily been dismally ranked for its lack of

education and poor literacy rates. Having some of the nation’s lowest test scores and highest poverty rates, Mississippi is in need of improvement. Only about 52 percent of third-graders and 50 percent of eighth-graders tested at or above their grade-level in March of 2013. Most significantly and unfortunately, a shocking 78 percent of the state’s fourth-graders are below proficiency levels in reading. This number is 10 points above the national average figure (The Hechinger Report).

According to HottyToddy.com, the majority of experts in the educational field believe that in order for children to grow up to be strong readers, they must develop those strong skills when they are young. In Oxford, Mississippi, grade schools focus the most on reading in the classrooms between kindergarten and fifth grade. Because of the No Child Left Behind Act, children are given standardized tests at the end of each school year, which helps educators gauge the progress of their students (HottyToddy.com). Various programs throughout the state are aiding in getting kids to read, as well as helping those who are falling behind in school. Oxford consists of a handful of such programs, including The Boys and Girls Club, Leap Frog, and Reading Rockets. Efforts are being taken to encourage the increase in the state’s literacy rate, and although the children’s progress is gradual, it is happening (Preschool Literacy Initiative). Executive Director of Oxford’s Leap Frog program, Teresa Adams, sees firsthand the struggles as well as improvements among Oxford’s children.

“It is the Leap Frog Program’s mission to reach these children at an early age in hopes that the students will succeed and continue to do well in school. In the past four years, the Leap Frog program has had a success rate of 85% in advancing students to the next grade level. We are very happy with this passage rate, as last year’s data concluded that approximately 98% of the students came from low-income homes, and that more than half of the students were from single-parent families,” said Adams.

Leap Frog is an after-school tutoring and mentoring program designed to encourage students and help them improve in the classroom. Programs like Leap Frog are crucial to increasing awareness of the importance of getting children to read. Adams, T. (2014, October 28). Email interview. Mader, J. (2013, March 11). The literacy crisis: Searching for Solutions in Mississippi. Retrieved from:

http://hechingerreport.org/content/the-literacy-crisis-searching-for-solutions-in-mississippi_11482/. 27 October 2014.

Preschool Literacy Initiative. (2010). Retrieved from: http://www.ssrc.msstate.edu/mskidscount/downloads/Databook2010/sections/2010Literacy.pdf. 27 October 2014.

Smith, N. (2012, December 31). Fighting Illiteracy in Mississippi. Retrieved from: http://hottytoddy.com/2012/12/31/fighting-illiteracy-in-mississippi/

Primary Research: To administer my survey measuring the awareness and opinion of the

nation’s literacy rates, I used paper surveys.

Because Mississippi’s children literacy rates are among the worst in the nation, it was important I receive as many responses of Oxford parents as possible. To do so, I attended Square Books Jr.’s Story-time event it puts on every weekend on the Square. At 10 a.m. every Saturday morning, the children’s bookstore welcomes Oxford’s young children to an hour of stories and sing-alongs. I administered my surveys to the parents and grandparents there with the children.

After gaining responses from approximately 20 parents and guardians at Story-time, I walked around the Square and was able to receive a handful of responses from parents outside of the Story-time setting. After collecting the survey results from my target audience, it can be concluded that there are similar levels of awareness and opinions among the parents of Mississippi.

Of those who responded to the survey: • More than 50% are not highly satisfied with their children’s schooling within the

state, majority ranking their satisfaction as a 2 or 3 on a scale of 1 to 5. • Almost all of the parents and guardians that were surveyed strongly agree

that the children literacy rates need to be improved. • 100% of people surveyed answered to have their child or children read to at

least twice a week. • Of the 60% who are familiar with Thacker Mountain Radio Hour, nearly 100%

of respondents responded to be willing to take their children to Thacker shows.

• About 90% of respondents ranked Literature Arts (including reading) as the most important subject.

Because Mississippi parents are overall unimpressed with their children’s education, my campaign has the potential to help encourage reading among children and better teaching among schools.

The figures found from administering this survey revealed results similar to what I had expected. With Mississippi struggling with children literacy rates, continuously coming in near the bottom of the nation’s rankings every year, I predicted that parents raising their children in the state to be dissatisfied with the educational discipline. Not surprisingly, parents in Mississippi also strongly believed the literacy rates in the nation, and more so in Mississippi, need to improve. Furthermore, I more or less expected parents from other regions to be slightly more satisfied with their children’s educational paths. This information can help me with targeting Mississippi’s issue with literacy that ties into my campaign.

Survey: Children Literacy Survey

This survey is designed to measure awareness/opinion of reading and literacy

among children, and awareness/opinion of Thacker Mountain Radio. Q1 Do you live in Mississippi? m Yes m No If no, please skip to end of survey Q2 Are you a parent or guardian of young children? (ages 0-12) m Yes m No If no, please skip to Q5 Q3 How often does someone usually read with your young children? m Daily m 2-3 Times a Week m Once a Week m Once a Month m Once Every Few Months m Never Q4 Who usually reads with your children? (please check all that apply) q Mother q Father q Grandparents q Siblings q Babysitter q Other (please specify) _____________________ Q5 Please rank your satisfaction with the elementary education in Mississippi. (5 being highly satisfied - 1 being highly unsatisfied) m 1 m 2 m 3 m 4 m 5

Q6 Do you agree that Mississippi’s literacy rates among children need to be improved? m Strongly Agree m Agree m Neutral m Disagree m Strongly Disagree Q7 Do you agree that Mississippi’s literacy rates WILL improve within the next couple of years? m Strongly Agree m Agree m Neutral m Disagree m Strongly Disagree Q8 Please rank the following subjects in order of what you feel is most important in school. (1 being most important - 5 being least important) ______ Science ______ Math ______ Language Arts ______ Social Studies ______ Other (please specify) ____________________________ Q9 Are you familiar with Thacker Mountain Radio? m Yes m No m Somewhat If no, please skip to end of survey Q10 Have you ever attended a Thacker Mountain Radio show? m Yes m No If no, please skip to Q12 Q11 Please rank your satisfaction with the Thacker Mountain Radio shows. (5 being highly satisfied - 1 being highly unsatisfied) m 1 m 2 m 3 m 4 m 5

Q12 Would you take your children to a Thacker Mountain Radio show? m Yes m No m Maybe Q13 Do you feel Thacker Mountain Radio encourages reading? m Strongly Agree m Agree m Neutral m Disagree m Strongly Disagree

Thank you for your time!

This campaign is attempting to tackle a very prominent issue in the state

of Mississippi. Therefore, it has more than one target public. The primary target audience for this campaign is parents, preferably those with young children. The campaign’s secondary target public is the children themselves. Furthermore, the campaign wants to appeal to the elementary teachers of Oxford as well as those with children’s school programs. Because the campaign’s overall objective is to raise awareness of the importance of getting children excited about reading, it is important that the parents, their kids, and those who teach their kids are all included in the efforts to improve the state’s literacy rates.

This campaign’s objectives focus on Mississippi’s literacy rates and what types of actions will guide the state to improvement:

• To increase awareness of the importance of reading • To get children excited about reading • To increase awareness of Mississippi’s literacy problem by 50% by

November of 2015

2. Target Publ ics

3 . Objectives

Strategy: Through this campaign, the focus will be on the overall importance of reading. It is important to show why reading is so vital to kids’ development and educational success. The campaign will take a fun and friendly approach to a subject that tends to be viewed as purely school-related, and therefore, not attractive to children. It will be essential to re-energize the positivity that comes along with reading by introducing new ways to improve, shedding a light on the facts and figures of Mississippi, and incorporating events into the city’s target publics. Because the campaign will reach large target audiences, appealing to all will allow the efforts to be fully understood and influential. The campaign will work to increase the interest of reading to children while increasing the awareness of the value of literacy in general. An entire Saturday will involve three events throughout the day located in the Grove. First, a story-time in the Grove on the Ole Miss campus with Ole Miss athletes will attract the children of Oxford. After the story-time event, the Grove will offer a handful of booths with activities and prizes for the children. That afternoon, the campaign’s very distinguished spokesperson, Dolly Parton, will speak in the Grove about the importance of improving the literacy rates here in Mississippi. She will be accompanied by a handful of accomplished teachers and children’s programs directors, all touching on the essential aspects of reading. The forum will include reading activities and games for the children throughout. In the evening following the discussion, Parton will perform a short concert in the Grove, with all donations going towards her choice of one of Mississippi’s children literacy programs. Following the concert, Parton will sign copies of her few favorite children’s books, free to the children attending. Key Messages: • Mississippi’s literacy rates are among the lowest in the nation. That can

change with your help. • By knowing the facts of Mississippi’s literacy struggle, we can come together

to make a better future. • Strong reading skills are vital to your children’s successes. Let’s give them the

opportunity to shine. Slogan:

If you can read, you can do anything.

4 . Plan Strategy

Spokesperson: The campaign will welcome the South’s very own Dolly Parton. A longtime supporter of charities, Parton has especially advocated and donated to those relating to literacy. In 1995, she established the Imagination Library, which is an organization that sends one book per month to children from the time they are born until they begin kindergarten. With her undeniable bigger-than-life personality, she will appeal to both adults as well as children. Parton will participate in the discussion in the Grove, speaking to parents and teachers about Mississippi’s literacy rates, as well as talking to the children about how important reading is. That evening, Parton will put on a free concert on the Grove stage. All donations received throughout the day will be given to one of the state’s children literacy programs of her choice.

*

The following 3 events are all related and a part of the overall all-day event in the Grove called “Ready to Read” 1) Story-time in the Grove takes place in the morning. 2) The booth activities take place in the Grove after Story-time. 3) The forum and concert on the Grove stage featuring Dolly Parton follow. Event #1: Set Type of Event-

The first event of the campaign is Story-time in the Grove. Located in the Grove on the Ole Miss campus, Story-time will consist of a morning of readings of several children’s books. The event’s readers will consist of a handful of Ole Miss athletes from the following sports teams: football, cheerleading, men’s basketball, and women’s soccer.

The players will disperse across the Grove and designate a spot they would like to read their story. The children are then free to choose their athlete and story they wish to join. By having such role models that are well known in Oxford and are currently attending school, the campaign hopes to show the children reading is critical to doing well in every aspect of life. Set Objectives-

With Story-time in the Grove, the campaign hopes to show children that reading is enjoyable – it doesn’t have to have the reputation of only being for schoolwork. By including Ole Miss athletes, we hope to encourage them that school is important and that reading sets you up for success at any age. Key Messages-

This event’s key messages revolve around the prominent fact that reading is imperative to Mississippi children’s future. With such low literacy rates in the state, it is essential that Story-time appeals to kids and remains lighthearted and fun. We want the event to convey that reading is cool. We want to motivate children to read on their own, and encourage them to want to improve themselves in the classroom. By doing so, we can begin to change the opinions of reading as well as raise awareness of Mississippi’s sole issue with literacy. Target Publics-

The target public for Story-time in the Grove is primarily children from preschool to 2rd grade, though all are welcome. Obviously, children will also be accompanied by their parents or guardians at the event. This is beneficial because it allows the campaign to gain more attraction and make a positive impression on Mississippi’s parent demographic. The event will be marketed throughout Oxford, and is open to those who purchase tickets. Media will be

Tactics : Actions 5 .

invited in order to reach a larger public, as well as spread the details about the events taking place later in the day. Set a Date-

Story-time in the Grove will take place on the morning of Saturday, August 29th, 2015. This date conveniently falls just as school is beginning in Oxford, and can be used to gear kids to get mentally prepared for the year to begin. Additionally, September is National Literacy Month, and begins only days after the campaign. If the Grove is not available on this particular date, the campaign will either reserve the Saturday before, August 22nd, or reserve the Saturday three weeks after, September 19th, in order to avoid interfering with the Ole Miss football schedule.

Oxford’s weather through August and September tends to be very comfortable. Therefore, the outdoor location will be pleasant for those attending. However, if there are weather issues, Story-time will move inside to the Square Books stores located on the nearby Square that will be aware of the potential change: Square Books, Square Books Jr., and Off Square Books. Cost- Budget • What will event cost?

Story-time in the Grove – approximately $435 o The Ole Miss athletes reading the stories will donate their time to the

event. o The coffee/hot chocolate and pastries provided at the event will be

donated by High Point Coffee, Bottletree Bakery, and Lusa Pastry Cafe in exchange for marketing their products.

o The chairs and tables will be borrowed from The Inn at Ole Miss and returned after the event. Blankets for sitting will be donated by the Ole Miss Bookstore.

o Renting five portable toilets will cost approximately $250 for the entire day.

o Renting five trashcans will cost approximately $100 for the entire day. o Printing approximately 400 tickets to sell ($8) and 100 nametags ($2)

will cost about $10 total. o The photographer intern from Thacker Mountain Radio will be hired for

the day, costing approximately $75 • How will you fund it?

o Money made from the ticket sales will go towards the cost of Story-time in the Grove. All remaining profit will be donated to a children’s literacy program in Mississippi.

• Will your company/client pay for it? o If ticket sales do not quite equal the cost, Thacker Mountain Radio,

Square Books, and Leap Frog have agreed to cover any remaining costs.

• What will cost be to your organization and can you afford it?

o The cost to Thacker will be the amount the ticket sales did not cover, and Thacker is financially prepared.

• Will admission be free or cost? o Admission to the entire day of festivities will be a small charge for

tickets. Tickets are sold for the children and are priced at $5 each. • Will you sell tickets ahead of time?

o Tickets will be sold at majority of the stores on the Square and around Oxford, at the nearby schools, and at the churches in the weeks prior to the event.

• Will you be seeking donations? o Donations will be accepted during Story-time in the Grove.

Find location to hold it- • Be sure it will hold enough people and has enough parking.

o Parking for Story-time in the Grove can be found in the campus parking lots or on the nearby Square, which will have the city’s Double Decker shuttle for transportation.

• Is it available on selected date(s)? If not, revamp. o If the morning of Saturday, August 29th becomes unavailable, the

back-up dates are August 22nd and September 19th. • Does it have breakout rooms for multiple sessions if needed? N/A • Will the location have all necessary objects such as tables, chairs, podium,

public address system, stage? If not, arrange to rent. o The chairs and tables used will all be borrowed by The Inn at Ole Miss,

and the blankets will be donated by the Ole Miss Bookstore. • If you will have out of town folks attending, make sure enough hotel rooms will

be available. Hold a block of rooms. o Those attending will most likely be from Oxford, or will be staying in

town and have arrangements Determine the Program- • What will happen during event? Will there be speeches, performances,

auction, contest? o Story-time in the Grove is a simple event that will only consist of the

athletes reading stories to the children while parents mingle and listen along. Aside from a short introduction from one of the head campaign workers, no speeches or performances will take place at this specific event.

• Will someone be the emcee or host? o Teresa Adams, Executive Director of the Leap Frog program in Oxford

will be the host of Story-time in the Grove. She will introduce herself and her job, as well as the event’s schedule and details.

• Invite any guest speakers, performers, auctioneers, musicians, etc. o Those working with programs such as Leap Frog throughout Oxford will

be in attendance, as well as teachers from the area who have offered to help.

• Arrange payment if needed for them.

o All who help put on Story-time in the Grove will be donating the couple of hours out of their morning to participate

• Arrange any needed transportation such as picking folks up at airport and transporting around town.

o The city’s Double Decker bus will be reserved to pick up and drop off those attending to and from the Square throughout the day.

• If needed, plan music to be played. o No music needed – just reading!

Flowers, decorations, signs, banners, photography, gifts- What will the decorations be to fit the theme and who will do them? If needed, contract with a florist or decorator.

o Thacker Mountain Radio’s graphic designer intern will create signs for the event that will be hung around the Grove and the Square the morning of the event. Aside from those banners, no theme-related decorations are needed for Story-time.

o A photographer will be hired to document the day’s activities to use for marketing purposes for next year’s “Ready to Read” event.

Security/Safety- • Check on liability insurance. • Need ambulance on standby?

o No potentially dangerous activity will take place at the event. • Notify local police of traffic demands?

o UPD will be notified of the campaign’s entire event schedule occurring throughout the day.

• If needed, hire security for crowd control, parking enforcement, guard equipment or auction items.

o Unless requested by the sports teams, no security will be needed at Story-time in the Grove.

Have a Plan B- Plan for contingencies such as rain, bad weather, performer canceling, etc.

o Alternative dates and locations are stated in the “Set a Date” portion. Invitations- • Compile guest list. Be sure to include local dignitaries and anyone related to

the cause you are promoting. o The event’s guest list will consist of the directors and related workers at

Oxford’s children programs, elementary teachers from nearby schools, parents in the area, and of course, the children.

• If you will be selling advance tickets, order them and set up system to buy them.

o Purchasing tickets in advance will be an option for the day’s activities, and the campaign will order its tickets through TicketPrinting.com.

• If you will send out invitations, plan ahead and order. If budget allows, make them special such as looking like summons and being hand delivered (Jenny Robertson did for Memphis symphony gala.)

o Invitations for the day’s activities will be sent to parents around Oxford and will be passed out in the schools in the weeks leading up to the day of events.

Publicity/Promotion- • Get bios from speakers/performers for publicity.

o For this event of the day, a biography will be gathered on Teresa Adams, who will be hosting Story-time in the Grove.

• Set up a web site and/or Facebook group. o A Facebook page will help publicize news, details, and updates on the

event. • Prepare news releases and/or media kits, media advisories.

o A media kit will be prepared prior to the event. • Flyers and/or posters.

o Signs and flyers will be made prior to the event. • Set up media appearances such as local talk shows. N/A • If needed, place ads.

o Advertisements for the day’s events will be placed in The Oxford Eagle, Oxford Citizen, and in the school newsletters in the area.

• Possibly use PSA's. o A PSA will be distributed prior to the event.

• Be sure to use repetition in publicity/ads. • If media will be at event, set up media room & media kits to distribute. Food and Beverages, Favors- • Will there be food? Who will prepare and serve it? May need to contract with

a caterer. o Food items, as stated previously, will consist of coffee/hot chocolate

and pastries, all donated by local bakeries. • Decide on menu. Options for vegetarians or other special needs? N/A • Type of service: buffet, sit-down, cocktails? N/A • If alcohol will be served, have bartender and plan for seeing ID's. N/A • If tables will be used, determine number of people at each table and how

many tables. Head table? Place cards? Seating chart? o Tables used at Story-time in the Grove will only be used for ticket sales,

and to hold the beverages and food. Printed Program- • Prepare a written program and have printed, if appropriate. • Include brief bios of speakers, schedule, list of donors, officers of organization • Include list of donors, officers, board of directors or other important groups. • Send completed program to all participants with map, time to be there,

contact information, etc.

• Will you hand out program at door or put in seats? Who will do that? o Programs for the all-day event will be distributed throughout the day

as people may show up at their convenience. • Make list of photos desired for photographer/videographer *Program for all-day event is attached at end of event planning Registration- • Will registration be needed at event? Then plan for table, chairs, staff

members, materials. N/A • Name tags?

o The athletes and workers from the children programs will have name tags at Story-time.

• Ticket sales? Do in advance or at event? o Ticket sales will be done both in advance as well as at the event, all

day long. • Signs saying "register here," etc. N/A • Registration packets or goodie bags. N/A • Depending on weather, will there a coat check or place for umbrellas?

o Because the event takes place in the Grove, there will not be a coat check or umbrella area.

Exhibits- • Will anyone be setting up displays or exhibits? Plan and allocate space and

tables or booths. N/A Equipment- Order any equipment needed by speakers/performers. Consider:

• Computer – N/A

• Projectors – N/A

• VCR or DVD players and TV – N/A

• Flip charts – N/A

• Microphones/sound system – N/A

• Extension cords – N/A

• Verify electrical outlets and/or internet connections if needed – N/A

• Tables and/or chairs – Stated previously.

• A podium – N/A

• Outdoor toilets – Approximately five outdoor toilets will be rented for the all-day event ($250).

• Trashcans –Approximately five trashcans will be rented for the all-day event ($100).

• Signs for parking area – Signs around campus will show potential parking. Signs will also be in the Square for the Double Decker shuttle.

• Shuttle bus – Double Decker shuttle reserved by the city.

Event #2: Set Type of Event-

The second event of the campaign following Story-time in the Grove is a field day-inspired portion, consisting of games and activities for the children. Still located in the Grove, the booth activities will continue the focus on reading introduced during Story-time in the Grove beforehand.

Approximately twenty tables will be dispersed around the Grove, each with different activities and games that focus on aspects such as reading, vocab, and memory. There will also be a ‘bobbing for apples’ booth and a karaoke station. Volunteering teachers, program directors, and parents will run each table. Set Objectives-

The purpose of the afternoon is to provide lighthearted fun to the children. By showing that learning can be enjoyable, we hope to encourage curiosity and self-improvement. Key Messages-

This event’s key messages continue to focus on the prominent fact that literacy is imperative to Mississippi children’s future. Providing festivities that are both entertaining as well as educational, we hope to help the children learn while they enjoy themselves. Target Publics-

The target public for the field day afternoon is primarily children from 3th grade to 5rd grade, though all are welcome. The event will be marketed throughout Oxford, and is open to those who purchase tickets. Media will be invited in order to reach a larger public, as well as spread the details about the events taking place throughout the day. Set a Date-

The afternoon field day will take place directly after Story-time in the Grove, so it will take place on the same Saturday morning, August 29th, 2015. This date conveniently falls just as school is beginning in Oxford, and can be used to gear kids to get mentally prepared for the year to begin. Additionally, September is National Literacy Month, and begins only days after the campaign. If the Grove is not available on this particular date, the campaign will either reserve the Saturday before, August 22nd, or reserve the Saturday three weeks after, September 19th, in order to avoid interfering with the Ole Miss football schedule.

Oxford’s weather through August and September tends to be very comfortable. Therefore, the outdoor location will be pleasant for those attending. However, if there are weather issues, the field day will move inside to the Tad Pad Coliseum (basketball arena). Cost- Budget • What will event cost?

Afternoon Field Day – approximately $200 o The teachers, program directors, and other volunteers will donate their

time to the event. o Water and Gatorade will be provided at this event, purchased in bulk

from Wal-Mart – approximately $50. o The chairs and tables will be borrowed from The Inn at Ole Miss and

returned after the event. o Renting five portable toilets will cost approximately $250 for the entire

day, and is covered in the Story-time in the Grove event’s costs. o Renting five trashcans will cost approximately $100 for the entire day,

and is covered in the Story-time in the Grove event’s costs. o The ticket and nametag costs ($10) are also covered in the Story-time

in the Grove event’s costs. o The photographer intern from Thacker Mountain Radio will be hired for

the day ($75), and the cost is covered in the Story-time in the Grove event’s costs.

o A portion of the game supplies used for the booth activities will be borrowed from Leap Frog. Remaining supplies will be purchased in Oxford – approximately $50.

o The karaoke machine will be rented for the afternoon, along with an extension cord and screen – approximately $50

o Candy and small toys will be purchased to hand out as prizes at the booths – approximately $50

• How will you fund it? o Money made from the ticket sales will go towards the cost of the

afternoon field day. All remaining profit will be donated to a children’s literacy program in Mississippi.

• Will your company/client pay for it? o If ticket sales do not quite equal the cost, Leap Frog and Thacker

Mountain Radio have agreed to cover any remaining costs. • What will cost be to your organization and can you afford it?

o The cost to Thacker will be the amount the ticket sales did not cover, and Thacker is financially prepared.

• Will admission be free or cost? o Admission to the entire day of festivities will be a small charge for

tickets. Tickets are sold for the children and are priced at $5 each. • Will you sell tickets ahead of time?

o Tickets will be sold at majority of the stores on the Square and around Oxford, at the nearby schools, and at the churches in the weeks prior to the event.

• Will you be seeking donations? o Donations will be accepted throughout the field day.

Find location to hold it- • Be sure it will hold enough people and has enough parking.

o Parking for the field day can be found in the campus parking lots or on the nearby Square, which will have the city’s Double Decker shuttle for transportation.

• Is it available on selected date(s)? If not, revamp. o If the afternoon of Saturday, August 29th becomes unavailable, the

back-up dates are August 22nd and September 19th. • Does it have breakout rooms for multiple sessions if needed? N/A • Will the location have all necessary objects such as tables, chairs, podium,

public address system, stage? If not, arrange to rent. o The chairs and tables used will all be borrowed by The Inn at Ole Miss.

• If you will have out of town folks attending, make sure enough hotel rooms will be available. Hold a block of rooms.

o Those attending will most likely be from Oxford, or will be staying in town and have arrangements.

Determine the Program- • What will happen during event? Will there be speeches, performances,

auction, contest? o The field day afternoon in the Grove is a fun and laid back event that

will consist of the children visiting the booths and participating in the activities. Aside from a short introduction from one of the head campaign workers, no speeches or performances will take place at this specific event.

• Will someone be the emcee or host? o Teresa Adams, Executive Director of the Leap Frog program in Oxford

will introduce the field day event, as well as its schedule and details. • Invite any guest speakers, performers, auctioneers, musicians, etc.

o Those working with programs such as Leap Frog throughout Oxford will be in attendance, as well as teachers and parents from the area who have offered to help.

• Arrange payment if needed for them. o All who help put on the afternoon activities will be donating the

couple of hours out of their afternoon to participate. • Arrange any needed transportation such as picking folks up at airport and

transporting around town. o The city’s Double Decker bus will be reserved to pick up and drop off

those attending to and from the Square throughout the day. • If needed, plan music to be played.

o Background music will be playing from the Grove stage to set the lively tone and fun atmosphere.

Flowers, decorations, signs, banners, photography, gifts- What will the decorations be to fit the theme and who will do them? If needed, contract with a florist or decorator.

o Thacker Mountain Radio’s graphic designer intern will create signs for the event that will be hung around the Grove and the Square the

morning of the event. Aside from those banners, no theme-related decorations are needed for the field day.

o A photographer will be hired to document the day’s activities to use for marketing purposes for next year’s “Ready to Read” event.

Security/Safety- • Check on liability insurance. • Need ambulance on standby?

o No potentially dangerous activity will take place at the event. • Notify local police of traffic demands?

o UPD will be notified of the campaign’s entire event schedule occurring throughout the day.

• If needed, hire security for crowd control, parking enforcement, guard equipment or auction items.

o Unless requested, no security will be needed at the field day. Have a Plan B- Plan for contingencies such as rain, bad weather, performer canceling, etc.

o Alternative dates and locations are stated in the “Set a Date” portion. Invitations- • Compile guest list. Be sure to include local dignitaries and anyone related to

the cause you are promoting. o The event’s guest list will consist of the directors and related workers at

Oxford’s children programs, elementary teachers from nearby schools, parents in the area, and of course, the children.

• If you will be selling advance tickets, order them and set up system to buy them.

o Purchasing tickets in advance will be an option for the day’s activities, and the campaign will order its tickets through TicketPrinting.com.

• If you will send out invitations, plan ahead and order. If budget allows, make them special such as looking like summons and being hand delivered (Jenny Robertson did for Memphis symphony gala.)

o Invitations for the day’s activities will be sent to parents around Oxford and will be passed out in the schools in the weeks leading up to the day of events.

Publicity/Promotion- • Get bios from speakers/performers for publicity.

o For this event of the day, a biography will be gathered on Teresa Adams, who will be introducing the field day.

• Set up a web site and/or Facebook group. o A Facebook page will help publicize news, details, and updates on the

event. • Prepare news releases and/or media kits, media advisories.

o A media kit will be prepared prior to the event.

• Flyers and/or posters. o Signs and flyers will be made prior to the event.

• Set up media appearances such as local talk shows. N/A • If needed, place ads.

o Advertisements for the day’s events will be placed in The Oxford Eagle, Oxford Citizen, and the school newsletters in the area.

• Possibly use PSA's. o A PSA will be distributed prior to the event.

• Be sure to use repetition in publicity/ads. • If media will be at event, set up media room & media kits to distribute. Food and Beverages, Favors- • Will there be food? Who will prepare and serve it? May need to contract with

a caterer. o Beverages, as stated previously, will be purchased and provided.

• Decide on menu. Options for vegetarians or other special needs? N/A • Type of service: buffet, sit-down, cocktails? N/A • If alcohol will be served, have bartender and plan for seeing ID's. N/A • If tables will be used, determine number of people at each table and how

many tables. Head table? Place cards? Seating chart? o Tables used during the field day will be used for ticket sales and

activities. Printed Program- • Prepare a written program and have printed, if appropriate. • Include brief bios of speakers, schedule, list of donors, officers of organization • Include list of donors, officers, board of directors or other important groups. • Send completed program to all participants with map, time to be there,

contact information, etc. • Will you hand out program at door or put in seats? Who will do that?

o Programs for the all-day event will be distributed throughout the day as people may show up at their convenience.

• Make list of photos desired for photographer/videographer o The photographer will capture the children participating in the booth

activities, as well as the volunteers interacting and teaching. *Program for all-day event is attached at end of event planning Registration- • Will registration be needed at event? Then plan for table, chairs, staff

members, materials. N/A • Name tags?

o The speakers and volunteers will have nametags at the event. • Ticket sales? Do in advance or at event?

o Ticket sales will be done both in advance as well as at the event, all day long.

• Signs saying "register here," etc. N/A • Registration packets or goodie bags. N/A • Depending on weather, will there a coat check or place for umbrellas?

o Because the even takes place in the Grove, there will not be a coat check or umbrella area.

Exhibits- • Will anyone be setting up displays or exhibits? Plan and allocate space and

tables or booths. N/A Equipment- Order any equipment needed by speakers/performers. Consider:

• Computer – N/A

• Projectors – N/A

• VCR or DVD players and TV – N/A

• Flip charts – N/A

• Microphones/sound system – A sound system for the event’s music will be already set up for the event following the field day.

• Extension cords – The cords used for the karaoke system will be rented along with the machine.

• Verify electrical outlets and/or internet connections if needed – Electrical needs will be verified prior to the day’s events.

• Tables and/or chairs – Stated previously.

• A podium – N/A

• Outdoor toilets – Approximately five outdoor toilets will be rented for the all-day event ($250).

• Trashcans – Approximately five trashcans will be rented for the all-day event ($100).

• Signs for parking area – Signs around campus will show potential parking. Signs will also be in the Square for the Double Decker shuttle.

• Shuttle bus – Double Decker shuttle reserved by the city.

Event #3: Set Type of Event-

The final portion of the day-long event is called Time with Dolly. It will consist of a speech and concert featuring the campaign’s talented spokesperson that is a strong advocate for children’s literacy, Dolly Parton. Parton will take the Grove stage shortly after the field day activities come to a close.

Parton, accompanied by the teachers and directors who volunteered to help with the day’s events, will discuss the importance of reading, shed light on the struggle of Mississippi’s literacy rates, and involve the children with trivia and prizes throughout the discussion. Parton will then sing a few songs to finish off the day’s festivities. Following her musical treat, Parton will be signing copies of a few of her favorite children’s books, which are free of charge to those in attendance. Set Objectives-

By finishing the day with the open forum and concert with Dolly Parton, we want to refocus the day’s events back to the overall purpose. By having Parton, program directors, and teachers all speak about the importance of literacy in Mississippi, we hope to keep all attending interested. Parton’s few songs will then finish the night on a happy and lively note. Key Messages-

This event’s key messages, like stated previously, focus on reiterating the importance of children reading and improving themselves in the classroom. By having such a powerful advocate such as Parton paired with those who witness classrooms every day, we want the issue to be very well understood. In turn, those participating will feel more motivated to donate and help. Target Publics-

The target public for Talk with Dolly includes all ages. Those who participated in earlier events are welcome, as well as other age groups and parents. The event will be marketed throughout Oxford, and is open to those who purchase tickets. Media will be invited in order to reach a larger public, as well as spread the details about the event. Set a Date-

The discussion and concert will begin on the Grove stage shortly after the field day activities are finished and cleaned up. It will take place on the same Saturday morning, August 29th, 2015. This date conveniently falls just as school is beginning in Oxford, and can be used to gear kids to get mentally prepared for the year to begin. Additionally, September is National Literacy Month, and begins only days after the campaign. If the Grove is not available on this particular date, the campaign will either reserve the Saturday before, August 22nd, or reserve the Saturday three weeks after, September 19th, in order to avoid interfering with the Ole Miss football schedule.

Oxford’s weather through August and September tends to be very comfortable. Therefore, the outdoor location will be pleasant for those

attending. However, if there are weather issues, the forum and concert will move inside to the Ford Center. Cost- Budget • What will event cost?

Time with Dolly – approximately $550 o All of those involved will donate their time to the event: teachers,

program directors, parents, and most of all, Dolly Parton. o Food and beverages will be catered by The City Grocery Restaurant

Group, costing approximately $300. o The chairs and tables will be borrowed from The Inn at Ole Miss and

returned after the event. o Renting five portable toilets will cost approximately $250 for the entire

day, and is covered in previous events’ costs. o Renting five trashcans will cost approximately $100 for the entire day,

and is covered in previous events’ costs. o The ticket and nametag costs ($10) are also covered in previous

events’ costs. o The photographer intern from Thacker Mountain Radio will be hired for

the day ($75), and the cost is covered in previous events’ costs. o Candy and small toys will be purchased to hand out as prizes during

the speeches – approximately $50. o Security will be hired for this event for Mrs. Parton and crowd/parking

control – approximately $200. • How will you fund it?

o Thacker Mountain Radio, Leap Frog, and Square Books have agreed to cover some costs of Time with Dolly. For the remaining costs, Parton has generously offered to cover remaining expenses.

• Will your company/client pay for it? N/A • What will cost be to your organization and can you afford it? N/A • Will admission be free or cost?

o Admission to the entire day of festivities will be a small charge for tickets. Tickets are sold for the children and are priced at $5 each. For this specific event, the adults are also charged $5 a ticket.

• Will you sell tickets ahead of time? o Tickets will be sold at majority of the stores on the Square and around

Oxford, at the nearby schools, and at the churches in the weeks prior to the event.

• Will you be seeking donations? o Donations will be accepted during Time with Dolly.

Find location to hold it- • Be sure it will hold enough people and has enough parking.

o Parking for the field day can be found in the campus parking lots or on the nearby Square, which will have the city’s Double Decker shuttle as transportation.

• Is it available on selected date(s)? If not, revamp. o If the evening of Saturday, August 29th becomes unavailable, the

back-up dates are August 22nd and September 19th. • Does it have breakout rooms for multiple sessions if needed? N/A • Will the location have all necessary objects such as tables, chairs, podium,

public address system, stage? If not, arrange to rent. o The chairs and tables used will all be borrowed by The Inn at Ole Miss.

• If you will have out of town folks attending, make sure enough hotel rooms will be available. Hold a block of rooms.

o Those attending will most likely be from Oxford, or will be staying in town and have arrangements. If there are people coming from out of town, they are responsible for arrangements.

Determine the Program- • What will happen during event? Will there be speeches, performances,

auction, contest? o Time with Dolly will begin with speeches from a handful of Oxford

teachers as well as program directors. Leap Frog’s executive director, Teresa Adams, will introduce all speakers, and most importantly, Dolly Parton. The children will be sitting in the front of the audience, and will participate in the discussion’s trivia questions, short activities, and prizes. Parton’s performance will follow and will include the children getting on stage to sing and dance along.

• Will someone be the emcee or host? o Teresa Adams, Executive Director of the Leap Frog program in Oxford

will introduce the event and the speakers for the evening. • Invite any guest speakers, performers, auctioneers, musicians, etc.

o Those working with children’s programs throughout Oxford will be in attendance, as well as teachers and parents from the area who have offered to help, and of course, Parton.

• Arrange payment if needed for them. o All who help put on the afternoon activities will be donating the

couple of hours out of their evening to participate. • Arrange any needed transportation such as picking folks up at airport and

transporting around town. o The city’s Double Decker bus will be reserved to pick up and drop off

those attending to and from the Square throughout the day. • If needed, plan music to be played.

o The music and equipment needed for Parton’s performance will be brought, set up, and disassembled by her crew.

Flowers, decorations, signs, banners, photography, gifts- What will the decorations be to fit the theme and who will do them? If needed, contract with a florist or decorator.

o Thacker Mountain Radio’s graphic designer intern will create signs for the event that will be hung around the Grove and the Square the morning of the event. The Grove stage will be decorated with a

reading-related theme, such as cutouts of books and encouraging quotes.

o A photographer and videographer will be hired to document the speeches and concert to use for marketing purposes for next year’s “Ready to Read” event.

Security/Safety- • Check on liability insurance. • Need ambulance on standby?

o For safety reasons, similar to any event involving performances, there will be an ambulance on standby at this event.

• Notify local police of traffic demands? o UPD will be notified of the campaign’s entire event schedule occurring

throughout the day. • If needed, hire security for crowd control, parking enforcement, guard

equipment or auction items. o Security will be hired for Mrs. Parton and potential crowd control.

Have a Plan B- Plan for contingencies such as rain, bad weather, performer canceling, etc.

o Alternative dates and locations are stated in the “Set a Date” portion. Invitations- • Compile guest list. Be sure to include local dignitaries and anyone related to

the cause you are promoting. o The event’s guest list will consist of the directors and related workers at

Oxford’s children programs, elementary teachers from nearby schools, parents in the area, and of course, the children. Guests will also extend to the public with the purchase of a ticket.

• If you will be selling advance tickets, order them and set up system to buy them.

o Purchasing tickets in advance will be an option for the day’s activities, and the campaign will order its tickets through TicketPrinting.com.

• If you will send out invitations, plan ahead and order. If budget allows, make them special such as looking like summons and being hand delivered (Jenny Robertson did for Memphis symphony gala.)

o Invitations for the day’s activities will be sent to citizens around Oxford and will be passed out in the schools in the weeks leading up to the day of events.

Publicity/Promotion- • Get bios from speakers/performers for publicity.

o For this event of the day, biographies will be gathered for all the speakers from the event, as well as Dolly Parton.

• Set up a web site and/or Facebook group.

o A Facebook page will help publicize news, details, and updates on the event.

• Prepare news releases and/or media kits, media advisories. o A media kit will be prepared prior to the event.

• Flyers and/or posters. o Signs and flyers will be made prior to the event.

• Set up media appearances such as local talk shows. o Parton has agreed to do interviews for the local news and newspapers

about her involvement in children literacy and the day’s event. • If needed, place ads.

o Advertisements for the day’s events will be placed in The Oxford Eagle, Oxford Citizen, and the school newsletters in the area.

• Possibly use PSA's. o A PSA will be distributed prior to the event.

• Be sure to use repetition in publicity/ads. • If media will be at event, set up media room & media kits to distribute. Food and Beverages, Favors- • Will there be food? Who will prepare and serve it? May need to contract with

a caterer. o Food and beverages, as stated previously, will be catered.

• Decide on menu. Options for vegetarians or other special needs? o The menu will offer vegetarian, gluten-free, and nut-free options.

• Type of service: buffet, sit-down, cocktails? o The food and beverages will be set up buffet-style behind the seating

area in the Grove. • If alcohol will be served, have bartender and plan for seeing ID's. N/A • If tables will be used, determine number of people at each table and how

many tables. Head table? Place cards? Seating chart? o Tables used during the event will be used for ticket sales as well as for

sitting to eat. Guests are welcome to sit where they please. Printed program • Prepare a written program and have printed, if appropriate. • Include brief bios of speakers, schedule, list of donors, officers of organization • Include list of donors, officers, board of directors or other important groups. • Send completed program to all participants with map, time to be there,

contact information, etc. • Will you hand out program at door or put in seats? Who will do that?

o Programs for the all-day event will be distributed throughout the day as people may show up at their convenience.

• Make list of photos desired for photographer/videographer o The photographer will capture the children participating in the booth

activities, as well as the volunteers interacting and teaching. *Program for all-day event is attached at end of event planning

Registration- • Will registration be needed at event? Then plan for table, chairs, staff

members, materials. N/A • Name tags?

o The speakers and volunteers will have nametags at the event. • Ticket sales? Do in advance or at event?

o Ticket sales will be done both in advance as well as at the event, all day long.

• Signs saying "register here," etc. N/A • Registration packets or goodie bags. N/A • Depending on weather, will there a coat check or place for umbrellas?

o Because the even takes place in the Grove, there will not be a coat check or umbrella area.

Exhibits- • Will anyone be setting up displays or exhibits? Plan and allocate space and

tables or booths. N/A Equipment Order any equipment needed by speakers/performers. Consider:

• Computer – N/A

• Projectors – N/A

• VCR or DVD players and TV – N/A

• Flip charts – N/A

• Microphones/sound system – The sound system for the speakers and performance will be set up by Parton’s sound crew.

• Extension cords – N/A

• Verify electrical outlets and/or internet connections if needed – Electrical needs will be verified prior to the day’s events.

• Tables and/or chairs – Stated previously.

• A podium – A podium for the speakers will be borrowed from the University of Mississippi.

• Outdoor toilets – Approximately five outdoor toilets will be rented for the all-day event ($250).

• Trashcans – Approximately five trashcans will be rented for the all-day event ($100).

• Signs for parking area – Signs around campus will show potential parking. Signs will also be in the Square for the Double Decker shuttle.

• Shuttle bus – Double Decker shuttle reserved by the city.

Communications Plans: In order to communicate the campaign across its target publics, mass media as well as social media will be used. The events will be covered through mass media with local newspaper feature stories covering Ready to Read. Because the campaign’s spokesperson is Dolly Parton, it will also be spread through radio interviews and television segments, both local and national, such as: • The Oxford Eagle • The Oxford Citizen • The Daily Mississippian • NewsWatch • School Newsletters • Fox News • E! • People Magazine • YouTube

Specific media members include: • Shepard Smith, Fox News • Don Whitten, The Oxford Eagle • Nick Charles, People Magazine As for social media, it is important to keep in mind the target public trying to be reached and plan accordingly. The campaign has more than one target public, including children, parents, teachers, and program workers around Mississippi. Therefore, it is possible to reach such targets through outlets including Facebook, Twitter, and Pinterest. While older demographics are beginning to use these outlets, the outlets can also reach those currently studying to be teachers, young parents with children, and even some students themselves. Website: To create an effective website for the campaign, it would be vital to keep it easily understandable and user-friendly. Visually, I would include simple colors (primary colors only perhaps) and use book graphics to separate the various tabs along the side of the site. I would include pictures of important figures who are involved with the campaign to add a relatable tone to the website. Because the campaign is focused around children literacy, I would create interactive graphics that appeal to children, such as a book with a smiling face. Videos from this year’s event would be posted to the site, along with classroom bits from

6. Tactics: Communications

schools around Oxford. For the writing, I would include information on the campaign, along with some facts on Mississippi’s literacy struggles. A possible URL for my campaign’s website would be: www.readytoread.com. It is simple, and correlates with the title of the campaign’s main event. As stated previously, I will use Facebook, Twitter, and Pinterest in order to most efficiently reach potential targets. The following are entries posted pertaining to the campaign and a few of its updates: Facebook:

Twitter:

Pinterest:

Non-media: For non-media items, I will distribute flyers and buttons. The campaign’s flyers will look similar to the program for the Ready to Read event. However, it will be less thorough and more visually appealing. I will use more graphics and fewer words in order to attract my target audience. The buttons will be simple, and bring in the campaign’s slogan:

you can do anything!

If you can read,

Media Kit: Cover Letter-

Children Literacy in Mississippi Oxford, MS 38655

Shepard Smith 1211 6th Ave New York, NY 10036 studiob@foxnews.com Dear Mr. Smith, As you experienced just recently at our huge win over Alabama in October, your favorite college town is still buzzing with life and spirit. There’s no doubt that you love Ole Miss and Oxford as much as we do. The food, music, sports, and culture are what make this town nothing short of amazing. Being from Holly Springs yourself, you understand the charm of the South better than most. As lovable as Mississippi may be, it has come under attack with suffering literacy rates among children. Please consider running a story on this very real problem with which you, being from the state, can fully empathize and understand. In 2012, Mississippi was ranked the second worst educated state in the nation, along with the lowest literacy rate. Today, it is only ranked 46th in the country in education. For the past several years, the state of Mississippi has steadily been dismally ranked for its lack of education and poor literacy rates. Only about 52 percent of third-graders and 50 percent of eighth-graders tested at or above their grade-level in March of 2013. Most significantly and unfortunately, a shocking 78 percent of the state’s fourth-graders are below proficiency levels in reading. Having some of the nation’s lowest test scores and highest poverty rates, Mississippi is in dire need of improvement. We want to get you on board to help publicize the state’s struggle and increase its awareness for improvement. This media kit provides news releases and video of events occurring to help the cause. It also includes PSAs, audio releases, and fact sheets to further shed light on the issue. Please let me know if I can provide you with any other information. I can be reached at 775-846-7714 or mobensin@go.olemiss.edu. Sincerely, Mara Bensing

Media Alert-

MEDIA ADVISORY

Thacker Mountain Radio

Media Contact: Mara Bensing, Public Relations Director, mobensing@go.olemiss.edu

Ready to Read Improving Mississippi’s Literacy

WHAT: Annual ‘Ready to Read’ event consisting of three fun-filled portions focusing on the importance of reading. Tickets are only $5, and donations are welcome. WHO: The event will be run and helped by Ole Miss athletes and volunteers from several categories, including Oxford teachers and children’s program directors, as well as the event spokesperson, Dolly Parton. WHERE: The Grove, Ole Miss campus, Oxford, Miss. WHEN: Saturday, August 29th, 2015 – activities last from 10 a.m. to 5:30 p.m. WHY: To increase awareness of the importance of reading and literacy. All donations will be given to one of Mississippi’s children programs. Details for reporters: All workers and volunteers at the event are prepared to give interviews when free. Ms. Parton is willing to do an interviews after her brief performance in the evening. About Ready to Read Ready to Read is an annual event that focuses on improving Mississippi’s children literacy rates. Three large events happen throughout the day, each focusing on important aspects of getting children excited about reading. Ready to Read is sponsored by Thacker Mountain Radio, Oxford’s very own live radio show. Thacker is dedicated to raise the importance of literature in Oxford, and helps Ready to Read do just that.

Fact Sheet-

Some Not So Fun Facts

Having some of the nation’s lowest test scores and highest poverty rates, it is imperative Mississippi improves its schools before it’s too late.

Although literacy has slightly improved over the years, the state of Mississippi has a long way to go before it sees permanent improvement. More attention needs

to be given to this issue.

In 2012, Mississippi was ranked the second worst educated state in the nation, along with the lowest literacy rate.

Today, it is only ranked 46th in the country in education

Children must develop strong reading skills when they are young.

Programs such as Leap Frog and the YMCA help struggling students.

Hard News Release- Thacker Mountain Radio

For immediate release: 11/24/14 Media contact: Mara Bensing, Thacker Mountain Radio Marketing Intern Tel: (775) 846-7714 Email: mobensin@go.olemiss.edu

Story Time on the Square Oxford Welcomes a New and Exciting Event

Oxford, Miss. (Nov. 29, 2014) – Beginning this Saturday, the children of Oxford will have a weekly opportunity to attend a story time on the Square. Acclaimed children’s book author, Judy Schachner, will be the guest of Thacker’s first story time of the season.

Thacker Mountain Radio is partnering with Off Square Books once again. However, this time, the focus is solely on the kids of Oxford. At 10 a.m. this Saturday, Scachner will be at Off Square Books to read and sign her newest book, SkippyJon Jones Snow What. Schachner’s morning story will be followed by a guitar sing-along and crafts.

Thacker Mountain Radio’s story time is open to kids of all ages and reading levels. For more information on Thacker Mountain Radio Story Time, call Executive Producer, Kathryn McGaw, at 662-380-0125 or visit the website at thackermountain.com.

-30- Thacker Mountain Radio is Oxford’s very own radio show that welcomes weekly authors and musical artists from all over to perform before a live audience. Thacker partners with Off Square Books weekly for its live radio show, and continues to host events to target a larger audience, such as its story time for children.

Soft News Release- Thacker Mountain Radio Media contact: Mara Bensing, Thacker Mountain Radio Executive Producer Tel: (662) 380-0125 Email: mobensin@go.olemiss.edu

ABCs in the USA Raising Awareness to Raise Literacy Rates

Oxford, Miss. (Nov. 25, 2014) – Literacy in the United States continues to be

among the strongest in the world, with a 99 percent literacy rate. However, particular regions throughout the country struggle with raising literacy among children.

Mississippi, specifically, sees struggles with children in reading as they develop. Only about 52 percent of third-graders and 50 percent of eighth-graders tested at or above their grade level in March of 2013.

Thacker Mountain Radio, Oxford’s live radio show, dedicates its shows to enriching its guests with the importance of literature and music. With Mississippi struggling with literacy rates, especially among children, Thacker works to increase awareness of the importance of reading.

“Thacker really understands how essential literature is, no matter what age you are. We definitely appeal to an older crowd, but we are trying to spread the importance of reading to all ages,” said Mara Bensing, Thacker’s public relations director.

Teresa Adams, Executive Director of the Leap Frog program in Oxford, works to improve children’s performances because of the very real risks that challenge students as they develop. Leap Frog is an after-school tutoring and mentoring program designed to encourage students and help them advance in the classroom.

“Research shows that if students are not reading on grade level by the time the student enters the fourth grade, they will be more likely to be held back or not finish high school,” said Adams.

Various programs throughout the state are aiding in getting kids to read, as well as helping those who are falling behind in school. Oxford consists of a handful of such programs, which are crucial to increasing awareness of the importance of getting children to read.

“In September of 2013, 20% of the students entering the program were reading on grade level,” said Adams. “By the end of the school year in May 2014, we had 76% of our students reading on grade level.”

Although the children’s progress is gradual, studies show that it is increasing. Adams has seen many successes at Leap Frog with improving children to progress.

“We also had 81% of our students progress to the next grade level,” said Adams. “One hundred percent of our third graders progressed to fourth grade, all of which were reading on grade level when they exited the program. Leap Frog is especially proud of this statistic.”

Having some of the nation’s lowest test scores and highest poverty rates, Mississippi is in dire need of improvement. Organizations, such as Thacker Mountain Radio, and programs, such as Leap Frog, can help inspire struggling students and boost children to develop in reading levels.

-END-

Thacker Mountain Radio is Oxford’s very own radio show that welcomes weekly authors and musical artists from all over to perform before a live audience. The radio hour is free and broadcast every Thursday at 6 p.m. at Off Square Books at the Square, and rebroadcast on Saturday evenings on Mississippi Public Radio. Teresa Adams: leapfrogdirector@gmail.com

Audio PSA-

Thacker Mountain Radio :60 classroom reading spot

SFX: A classroom of children reciting first half of the ABCs

(ten seconds – fade out)

Teacher: “Very good, class! Now, who can spell ‘reading’ for me? Logan?”

Logan: “I – I don’t know how.”

Teacher: “Sure you do!”

Logan: “Okay. R….E….E…”

Teacher: “Oh, so close! Who can help Logan out?”

Female Anncr: Literacy rates among children in the United States are suffering. In

Mississippi, only 52 percent of third-graders and 50 percent of eighth-graders are

at or above their grade-level reading. Additionally, about 78 percent of the

state’s fourth-graders are below the proficient level in reading.

SFX: The children reciting second half of ABCs

(ten seconds – fade in)

Teacher: “Awesome, class!”

Logan: *raises hand* “Can I try again?”

Teacher: “Of course.”

Logan: “R-E-A-D-I-N-G. Reading.”

Teacher: “Perfect, Logan! Are you excited to read more now?”

Logan: “Yes, I am!”

Female Anncr: With literacy rates struggling in particular regions, it is imperative we get children excited about reading. This message has been brought to you by Thacker Mountain Radio.

Video PSA-

Thacker Mountain Radio :60 script

Title: Reading Is Fun

CU: Mom #1 arrives at friend’s house with young son, Mom #2 opens door

Mom #2: “Hey guys! Come on in! Kevin,

Tanner is in his room playing video games.”

MCU: Moms walk inside and sit to chat,

Kevin runs out of frame to Tanner’s room

Mom #2: “So how have you been?

How’s school going for Kevin?”

MCU: Mom #2 pours coffee in both

moms’ mugs on the coffee table

Mom #1: “Oh just awesome! He loves

the teacher. And Tanner?”

MCU on both moms sipping coffee on

couch

Mom #2: “Tanner’s doing really well. It’s

so fun they’re in the same class.”

MCU on both moms on couch, loud

children laugher comes from Tanner’s room off-screen

Mom #1: “Looks like they’ve found

some fun games. Let’s see what they’ve gotten themselves into.”

LS: moms make way to Tanner’s room,

camera pans to the door opening

Mom #2: “Oh my goodness..”

MCU on Kevin and Tanner lying on the floor with an open book, taking turns

reading and giggling

Mom #1: “Who needs video games

when you have imagination?”

B-Roll: moms smiling at their sons, then

turning to smile at each other

Anncr V/O: Literacy rates among children still suffer throughout the

United States. Encourage reading and creativity to your kids. This message is brought to you by Thacker Mountain

Radio.

Video Item- B-roll of a story-time at Square Books Jr. has been uploaded to YouTube with the following link: http://youtu.be/sCZc3EHy194 Photo Items-

Materials: • Tables – no cost (borrowed) • Chairs – no cost (borrowed) • Blankets – no cost (donated) • Books – no cost (borrowed) • Food – $300 • Beverages - $50 • Toilets - $250 • Trashcans - $100 • Supplies - $150 • Prizes - $50 • Tickets/nametags - $10 • Photographer - $75 • Security - $200 Total budget: $1,185

7. Materials & Budget

Timeline: July 10: Brainstorming session for Ready to Read campaign. July 11: Compile list of possible spokesperson/begin to reach out. July 12: Strategy planning meeting for campaign/possible dates. July 13: Begin secondary research on Mississippi’s children literacy rates. July 15: Rough draft of survey. July 16: Final draft of survey/make copies to hand out. July 17-24: Administer survey to at least 100 members of target audience. July 25: Gather survey results/begin to analyze. July 26: Hold meeting to discuss results and next planning proposal. July 27: Finalize Dolly Parton as spokesperson/confirm dates of event. July 28: Confirm interview appearances with Dolly/media. Julys 29: Order tickets and nametags for event. July 30: Book accommodations for Dolly. July 31: Receive tickets and nametags/begin dispersing to distributors. August 1: Call caterer/donating businesses. August 2: Begin posting updates and details to social media. August 3: Confirm with Dolly’s agent that she will fly into the Ole Miss airport, and will have a driver to pick her up and take her to where she will stay during her time. August 4: Begin media kit materials/gather bios. August 5: Send out first newsletter and media alert.

8. Planning/ Timetable

August 6: Confirm with volunteers/workers of event. August 7: Confirm with security, Double Decker, and rental places. August 8: Continue social media updates/more frequent. August 9: Get all supplies for events. August 10: Check on ticket sales. August 11: Send media kit to media members. August 12: Confirm food/beverages for all events. August 13: Check for weather/confirm with alternative locations. August 15: Continue with social media updates. August 17: Have flyers/buttons made. August 20: Begin putting up flyers around Oxford/distributing buttons. August 23: Call Dolly’s agent to ask for any last requests or desired plans. August 25: Any last minute calls or suggestions finalized. August 26: Final push on social media for event. August 27: Pick up Dolly and crew from airport/transport to where they will stay. August 28: Prepare last items for event. August 29: It’s show time!

When trying to deem an effort successful or not, it is important to be able to evaluate the opinions of those involved. For my campaign, I will use focus groups in order to see whether my campaign worked or had little impact. In order to administer the focus groups, I will reach out to the teachers, directors, and parents who both worked at the event as well as those who only attended. That way, I will gain the insights of the target that observed the events, participated in the events, and most likely experienced the day with their children. Furthermore, this target will be able to convey their opinions effectively, which gives me thorough data to evaluate the campaign’s success. I will hold the focus groups at schools and at Oxford’s children programs. My campaign’s initial objectives were to increase awareness of both the importance of reading, as well as Mississippi’s very relevant literacy struggle. To measure whether these objectives were expressed and understood, I will simply focus the group questions on what people learned during the events. Furthermore, I will make sure to ask how the participants felt after the event as opposed to before; perhaps they are more confident in their kids’ schooling after seeing the passion for improving Mississippi’s literacy issue. Gaining any insight on the event will help me hone in on what the target relates to most, and what we can change with Ready to Read in upcoming years.

9. Evaluation