junior league communications structure campaign

Lee County Junior League Communication Structure Campaign 2009

Prepared by: Allison DeBerard Whitney Prothro Jacob Smith Amanda Zambrano

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Table of Contents

I. Executive Summary

II. Client & Situation Analysis

III. Campaign Outline

IV. Communication Handbook

V. Recruitment Plan

VI. Schedule for Implementation

VII. Budget

VIII. Evaluation

IX. Appendices:

a. Client Research

b. Survey for Evaluation

c. CD containing all files


1

Executive Summary

The situation we address within the Lee County Junior League is the reorganization of their

communication structure. The target public is the members of the Junior League.

Our goal was to create an efficient internal communication structure. We want the organization

to be perceived by its members as organized and task oriented.

Stated below are the objectives we wish to achieve within the campaign.

! To create an organizational map to be completely implemented by March 2010.

! To recruit members to fill all positions in the new organizational map by March 2010.

The major point we want to convey is the need for one clear voice to create a consistent image

among internal and external publics. Another major point is that a strong internal

communication structure will lead to the organization of communication activities.

We plan to package this by dividing our report into these subcategories:

! Situation analysis

! Recommendations

o Includes organizational map

o Includes job descriptions and tasks

o Templates

! Press release


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! Newsletters

t

! Standards for advertisements

! Schedule

! Budge

! Evaluation Plan

! Appendices

o Client Research

o Sample Survey

o A CD including all files

We address our objectives with the following tactics. The organizational chart is presented in

diagram form. Each role included on the chart is broken down with a description of duties and

tasks. Our chart will be the organizational media that will be distributed throughout the

organization. We include a plan for using interpersonal communication to discuss the chart at a

meeting and recruit members to fill the roles included on the chart. We also include templates

for promotional media. This handbook should be distributed to committees for their use.

We chose to provide a plan for interpersonal communication to explain the new organizational

chart and tasks because it will be another way to reinforce its usage. Face-to-face

communication as a recruitment tool will be the most effective way to get qualified people to

accept the roles.


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One special consideration we took into account is that these roles are not occupations, they are

volunteer roles. As a result, the duties need to be manageable. Also, because we restructured the

communication branch of the organization, we want to be respectful with those who are already

doing their jobs well.


Client & Situation Analysis The Lee County Junior League was founded in 1995 and are a philanthropic and social

organization of women. Their mission statement states:

The Junior League of Lee County, Inc., is an organization of women committed to

promoting voluntarism, developing the potential of women, and improving the community

through the effective action and leadership of trained volunteers. Its purpose is exclusively

educational and charitable.

The focus of their philanthropic efforts is providing art and literacy for children. In 1998, they

were accepted into the Association of Junior Leagues International. The League celebrated its

fifth anniversary at the opening of the Jule Collins Smith Museum of Fine Arts because they were

founding members. One of their main events is the Art Walk which funds literacy development

for children in Lee County. This event premiered as part of the League’s celebration of its 10th

anniversary.

The publics of the Junior League include members, local businesses, potential members (women

between the ages of 25-40 with an interest in community service), the media, the surrounding

community and school age children. Our target public is the members of the Junior League. This

public needed our group to restructure the organization of their communication branch. Currently

communication in the organization includes publicity, advertising, recruitment, their website and

newsletter, emails and meetings.

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After distributing a survey to the Junior League listserv and after speaking with the president and

publications chair, we found that internal communication was the most problematic and pressing

issue. Other external communication plans would not be useful until an internal communication

structure is established. The organization lacks one clear voice. Currently, individual committees,

such as the Art Walk committee, are doing their own publicity. There is no committee or set of

standards to regulate all public relations efforts; as a result, they lack a consistent image among

internal and external publics.

In order to implement a structural plan, however, they need members to fill roles that will exist

within the new communication structure plan. Unfortunately, members are not motivated to seek

public relations positions, in part because they are not aware of what is expected of those roles;

thus, these roles need to be described and specific tasks need to be written.

The client is currently using minimal external PR. In the past, they developed a website that

served as a press kit, but they are no longer using it because of leadership turnover. They also

have received minimal coverage from the Opelika-Auburn News: an article and photos from two

separate events. They have also advertised in local publications, including the Lee County

Magazine.

They have several tools for internal communication. They have a newsletter that they supply for

members; however, it has not been distributed in the past year because individuals have not

fulfilled their responsibilities. They also have a website and have recently hired the V3 Media

Group to redesign it.

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The effectiveness of these efforts, internally and externally, has not been measured. This is why it

is important for the organization to develop a stronger communication structure. By implementing

this new plan, the organization would be able to evaluate the effectiveness of their PR efforts.

In summary, we have been asked to address the internal communication structure of the Lee

County Junior League. We plan to create an organizational chart that will define communication

flow within the Junior League. This will include creating a PR committee and redefining roles of

other committees. We also plan to create a set of standards for the communication tools

previously stated and new ones that we will introduce.


Campaign Outline

! Client: Lee County Junior League

! Situation: Disorganized communication structure

! Target Public: Members of the League

! Goal: Create an efficient internal communication structure

! Objective 1: To create an organizational map to be completely implemented by

March 2010 (see Communication Handbook tab)

! Strategy: Create organizational handbook for the Junior League

! Tactic 1: Create organizational map of communication council

positions

! Tactic 2: Outline job tasks for new and current communication

council positions

! Tactic 3: Provide templates for committee use: press release,

newsletter, advertising standard

! Objective 2: To recruit members to fill all positions in the new organizational map

by March 2010 (see Recruitment Plan tab)

! Strategy: Promote chairs as new, exciting, important, and valued

! Tactic 1: Seek and individually approach members who are qualified to

fill positions

! Tactic 2: Seek volunteers at meetings

! Tactic 3: Orientation/training meeting

7


Communication Handbook

This handbook contains an organizational map, the new communication council positions and the

tasks for each position. Also included are a press release template, newsletter standard, and

advertisement standards for external communication use.

The handbook is intended for every committee’s use. It is imperative that these new standards are

implemented in order to achieve one clear voice for the Junior League.

This communication handbook also needs to be included in the Junior League yearbook. This is

necessary in order to give all members access to the information and the ability to see the

templates and use them in the future.

Table of Contents

I. Organizational Map

II. Communication Council/Other Committees Tasks

III. Press Release Template

IV. Newsletter Standard

V. Advertisement Standards

8


Communications Council

Communications VP

Historian Chair

Public Relations Chair

Website Chair

Newsletter Chair

Specific tasks for each position Communications VP:

! Main recruiter for communication council chairs

! Reports activity of communication council to executive board

! Makes sure communication council work is accomplished

Newsletter Chair:

! Solicits stories for the newsletter (templates provided)

! Compiles and puts together the newsletter

! Manages the advertisements for the newsletter

! Edits the newsletter

! Sends out the newsletter quarterly

! Could possibly produce a newsletter at the end of each year summing everything

! Ex. financial report, goals accomplished, money raised, etc.

9


Website Chair:

! Works closely with the newsletter chair

! Receives everything that goes on the Website

! Updates the Website when needed

Public Relations Chair:

! Receives and solicits all external communication efforts from each committee.

! Makes minor changes and edits each committee’s work

! Approves each committee’s work

! Sends everything to the historian

! Ex. advertising, press releases, public service announcements, etc.

Historian Chair:

! Receives all approved external communication from the Public Relations chair and

documents each one of them

! Organizes all received documents

! Attends events and takes pictures

! Record monumental events

! Responsible for promoting organization within the community

10


Other Committees Because committees are most familiar with their own events, they are in charge of their own

publicity; this includes but is not limited to press releases and advertisements. Included are

templates for the committee’s use. Before releasing any form of external communication,

committees are responsible for having the PR Chair approve the style of the message. While this

may seem like a needless extra step, it is crucial to the organization’s consistent image in the

community.

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Explanation of Templates

PRESS RELEASE

The press release template is an example for committees to follow when disseminating information

to the media. The press release is a widely used communication tool and the template we have

provided has easy instructions on how to place the information and what is necessary to include.

When sending press releases to local news outlets, be sure to send a cover letter/email. This

should pitch your story to the media outlet. If you have an idea for a possible story, tell them.

Doing as much work as you possibly can for the journalist will increase your chances of success.

Also, be sure to ask that at the very least your event be included on community calendars.

NEWSLETTER

The newsletter standard is one of the most important templates in terms of its potential. We have

included this template because we believe that the style of the newsletter needs to be clean and

professional. By using clean lines and more pictures, you will increase interest in the newsletter.

We hope that in the future, using this template, the Junior League will widen the scope of

recipients. Think about how businesses and local nonprofits that you work with could benefit from

hearing about all of the amazing things the Junior League is doing. Also, we hope that the League

will devote one newsletter a year to report on fundraising for the year, including statistics like

money raised, event attendance, etc.

ADVERTISEMENT STANDARD

Our advertisement standard is only an example; however, the Junior League should adopt a brand

that will be visible within the community. By creating one standard that can appear on every

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advertisement or flyer distributed in the public, the Lee County Junior League is protecting its

image. Another important feature of the standard is that all important information appears

together in a visible spot on all external communications. The contact name and information

should be changed and appropriate for each individual message. Again, we want the League to

communicate to the public using one clear voice, and this standard was created for that purpose.

Lee County Junior League

CONTACT INFORMATION: FOR IMMEDIATE RELEASE Katie Klos, PR Chair Phone: (334) 555-6789 Fax Number: (334) 555-1234 Email: [email protected]

HEADLINE (The headline is one of the most important components of the news release. It needs to grab the

attention of the editor. It should be in bold font and larger than the body text. Keep it 80-100 characters maximum and capitalize words like a book title.)

Subhead (This is a slightly longer synopsis of the headline, elaborating in one to two sentences. This

summary uses standard capitalization, like a sentence, but is bold and italicized.) AUBURN, ALA. – (The first sentence needs to contain the most important information, like the Who? What? When? Where? Why? Elaborate on these details in the rest of the first paragraph. But remember to keep your sentences short and concise and paragraphs 3-4 sentences only. The typical press release is 300-800 words. The purpose of this release is to “entice” the editor into using your story so include all necessary information. Also, sometimes it is helpful and interesting to include a quote, but be sure to give the person’s name and position if applicable.)

For additional information- Include in the second to last paragraph a way for the reader to contact you for additional information. Also, if there is a website or link for the event, be sure to mention it here.

About the Junior League- In the closing paragraph, give some background information on the Junior League. Mention past events or some of the League’s history.

-###-

Lee County Junior League

CONTACT INFORMATION: FOR IMMEDIATE RELEASE Katie Klos, PR Chair Phone: (334) 555-6789 Fax Number: (334) 555-1234 Email: [email protected]

JUNIOR LEAGUE ART WALK/RUN TO BE HELD APRIL 11

Registration begins at 8:30 a.m. at the Jule Collins Smith Art Museum AUBURN, ALA. - On Sat. April 11 at the Jule Collins Smith Art Museum, the Lee County Junior League will be holding an Art Walk/Run to benefit various community organizations that focus on arts and literacy for children. Registration begins at 8:30 a.m. and the timed 5K run will begin at 9:15. Walkers may choose a 1.5 mile or 5K route and begin walking at 9:30. Registration on or before April 1 will be $15 and after will be raised to $20. Children 10 and under are free and dogs are also welcome to walk. The registration fee includes a free t-shirt and goodie bag. Refreshments will be provided before and after the walk and water stations will be available along the route. The museum will be open all day Saturday with free admission offered for Art Walk participants. Special activities will also be available for children.

For additional information, contact Katie Klos at (334) 555-6789 or by email at [email protected]. A registration form is also available on the Junior League website at www.leecountyjuniorleague.com

The Lee County chapter of the Junior League was established in 1995 as a social and

philanthropic organization for women. The focus of their philanthropic efforts is providing arts and literacy for children. In 1998, they were accepted into the Association of Junior Leagues International. The league celebrated its fifth anniversary at the opening of the Jule Collins Smith art museum because they were founding members. One of their main philanthropic events is the Art Walk which funds literacy development for children in Lee County. This event premiered as part of the leagues’ celebration of its 10th anniversary.

-###-

http://www.leecountyjuniorleague.com/

mailto:[email protected]

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Postage


Recruitment Plan Seek and individually approach members who are qualified to fill position.

! Look for women that have an occupation or a skill set in the area of the position.

Ex. website chair- graphic designers, website managers, etc.

If need be openly seek volunteers.

! Emphasize how the communications committees are as essential as other committees.

These positions are the workhorse of the League because they promote effective

communication within the organization.

! At meetings, have sign-up sheets and encourage mini- informational meetings to promote

and explain positions so that members understand the responsibilities of the position.

Once all positions are filled an orientation meeting/training meeting should take place.

! This meeting can serve as a team-building event. Introducing all positions to each other so

that they can identify tasks they can share. Ex. a luncheon, afternoon tea, etc.

At every step, clearly explain the tasks each position entails. Explain why the position is essential

and valued. Giving the position a new and exciting image gives the person taking on the job a sense

of entitlement which is a great motivator.

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Schedule for Implementation

2009

July – Introduce new communication plan to all executive board members and committee chairs at

the summer training meetings. We have included our PowerPoint presentation and copies of the

slides for your use.

August – Recruit members to fill communication positions, not chosen in spring. When someone

is found, review the job tasks with them. Each communications chair should have a clear

understanding of the handbook.

September – First communications council meeting. This should take place before the first

general Junior League meeting. The Communications VP should introduce new positions, who

did not attend the summer training and spend some time reviewing structure and team dynamics.

Also, the council should work to set a meeting schedule for the coming year based on the activities

of the Junior League.

2010

January – The communications council should meet to discuss the effectiveness of current

operations and tactics of the council. This brainstorming information should be recorded and

used to advise the organizational chart for the next year.

March – All communications council positions should be recruited at this time for the 2010-2011

year. This should include decisions made at the January communications council meeting.

May – Outgoing officers should survey entire Junior League membership using a survey similar to

the one provided. Information collected should be used in the planning for future officer’s use.

July - Summer training for all communications positions.

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Budget Using the budget provided, we set a goal for achieving the internal communication activities that

should be implemented. We divided it into both time spent and dollars used.

Hours:

Position Task Suggested Hours

Communications VP

-Main recruiter for council chairs -Oversees accomplished council work

< 3 hours/ week

Newsletter

-Solicits stories -Compiles/ edits newsletter -Advertising - Distributes quarterly newsletter

< 5 hours/ month

Website

-Updates website < 5 hours/ month


-Receives and solicits all external communication efforts from each committee - Approves each committee’s work -Sends a copy to historian

< 2 hours/ week

Historian

-Documents all external communication efforts -Attends events and takes pictures -Records monumental events -In charge of promoting the Junior League within the community

< 1 hour/week

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Budget Breakdown:

Position Suggested monetary amount Suggested spending reasons Communications VP

$300 -Money used at discretion of VP for communication needs

Newsletter

$500 -Producing and distributing quarterly newsletter

Website

$748 -Creation and updates of website


$100 -Extra external PR efforts needed

Historian

$400 -Promotion of Junior League in the community. -Also to be used for recording Junior League events (i.e. pictures, scrapbook, filing purposes.)


Evaluation Plan

Communication within the Junior League is important, and thus should be evaluated twice a year.

As the organization grows, you may find the need to change your organizational structure. You

may need to add new positions in order to effectively and efficiently complete tasks. Also, you

might eliminate tactics that are no longer useful.

! Survey all members about current communication

! See Appendix B for copy of the survey

! See Appendix C for tutorial on how to create survey

! Communication Council meets to discuss communication structure

! Discuss survey data

! Review current operations and tactics

! Review Historian Log

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Junior League Survey Results Q1: Before joining the junior league, I had a positive perception of the organization.

7

9 9

1

3

Strongly!Agree

2 3 4 Strongly!Disagree

Q2: Select three words that represented your perception of the junior league prior to joining. Social 22 Philanthropic 21 Selective 10 Elite 8 Open 6 Prominent 6 Average 4 Exclusive 4 Inclusive 4 Obscure 2 Q3: Why did you decide to join the junior league?

Professional!Networking,!

5

Volunteerism,!7

Social!Networking,!

13

New!to!Area,!6

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Q4: Select three words that describe your current perception of the Junior League? Social 22 Philanthropic 19 Welcoming 10 Open 8 Close-knit 5 Typical 5 Cold 4 Professional 3 Closed 2 Unconventional 0 Others: Boring, Bureaucratic, Cliquish, Unfocused, Unorganized (2) Q5: I believe that our internal communication is good.

1

6

12

7

4

Strongly!Agree


Q6: I find the newsletters informative and useful.

54

8

6 6

Strongly!Agree


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Q7: I believe the newsletter could be useful to people other than members.

10

8

4

2

5

Strongly!Agree


Q8: I believe that the Junior League is adequately publicized in the community.

1 0

4

16

9

Strongly!Agree


Q9: I believe that the Junior League’s philanthropic efforts are adequately publicized.

01

7

15

7

Strongly!Agree


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Q10: What is your favorite Junior League event/activity? Art Walk/Run 11 Poinsettia Sale 3 Done in a Day Activities 2 Christmas in a Railroad Town 2 Other answers: socials, socials that contribute funding to focus, November vendor meetings, monthly member activities, on-site community events, meetings, year end meeting Q11: Approximately, how many hours a month do you devote to the Junior League?

0!" 5!hours,!9

6!" 10!hours,!17

11!" 15!hours,!2

20+!hours,!1

Q12: Aside from dues, how much do you personally contribute financially each year?

$0"100,!9

$101"250,!17

$251"500,!4

$500+,!1

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Q13: What is your position within the Junior League? Active 10 Committee Chair 5 Leaguer in Training 4 Sustainer 2 Others: President, Corresponding Secretary, Communications VP, President-elect, Recording Secretary, Committee Member Q14: How long have you been a part of the junior league? 1 year or less 6 2 years – 1+ years 5 3 years – 2+ years 7 4 years – 3+ years 6 5 years – 4+ years 4 5 years+ 4 Q15: What is your current occupation? Attorney, self-employed (retail), development, accountant, sales (2), public relations, event planner, homemaker, professional, management, director of planning and economic development, audiologist, Episcopal priest, mom, preschool director, banker, realtor, paralegal, info teach specialist, nanny, administrative assistant, higher education, teacher, account manager, housewife, membership director

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Q16: In which age bracket do you fall?

25"30!years,!1731"35!years,!

5

36"40!years,!3

40+!years,!5

Other Comments: I think there is incredible potential to greatly improve both our internal & external communications. I think part of the problem has been people in positions that they didn't have the expertise for and now in part due to lack of manpower. Potentially we need to encourage more people to take on double placements to help with this. I am very grateful for this group of students working with us on this area. I look forward to great things happening with our communications in the future! We need more internal and external communication about Jr. League's involvement in the community. We need to quantify our efforts - amt. $ given to community, # of volunteer hours in community, # of children affected by Jr. League, etc. Active, LIT, and Sustainer Members could really benefit from a monthly newsletter which summarizes all of the various emails we receive throughout the month. It could also clarify what our fundraisers are, how much we budget for each, what our individual obligations are etc... I know I have a hard time hearing all that information when it is discussed in the meetings so a newsletter would help remind everyone of their individual commitments as well as those we make to our community. The emails help but it is hard to read the various emails on at work and then they are on various subject matters. I just think it would be beneficial for everyone to receive a monthly newsletter which compiles all of the information.

31


In response to question #6 you have to get a newsletter for it to be informative and useful. I had difficulty finding information on the local League, i.e., up-to-date information on Web site. I have not seen a newsletter published by the League. I previously lived in two large cities where the Jr. League was very public and in both their social and philanthropic activities. I would love to see the JLLC become such.....where the little girls of our community dream of growing up to be a member....ok maybe a stretch, but you get my point! Minutes come out late each month, meetings last forever because no one is in control... I feel that we need to focus on and develop our communications program/policies internally and externally to better serve our members and the community. This will allow for increased understanding about who and what JLLC does as an organization and our impact on the lives of Lee County's children. Could definitely use more publicizing of our presence in the community and how we give back through press releases, photo ops in the newspaper. Internally, our members need to be more welcoming and friendly to those who are new and may not feel like they fit in... I feel as though member to member email communication is great. I don't know that I know enough about how press releases and other PR type materials are distributed to local media outlets about our fundraisers and mission. I feel like this may be area we can improve upon in terms of communicating to the public about what we do with the money we raise. Several non-JL members I have talked with since becoming a JL member have commented they do not really know what Junior League does in the community. A few have heard of the fundraisers but a majority are not sure where the money goes. We have little or no external publication. A formalized system would be great for press releases or public service announcements. Recognition of what we do in the community would help tremendously with recruitment and retention of members. It is a great organization that brings together the great women of Lee County! We are able to volunteer and make a difference in others lives and also create great social networking among our members. I haven't received a newsletter in 2-3 years. I wish we could have the newsletter e-mailed as well. Sometimes I would like to look at it on my break and I don't have my JLLC book with me.

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I would like to see the website updated a little more (I know it is being reconstructed). the calendar could use more info. I am sure if Chairs could send info to someone the meetings could be posted on it to help a little more. Maybe deadlines for info to the newsletter as well.


Sample Survey Questions (5 point scale, agree/disagree)

Ask about specific events and the publicity members noticed for each- what they saw, didn’t see

and what stood out to them. This will help to get a clear idea about which committees need to put

more or less effort into advertising and publicizing their events.

Questions 1 – 4 should use a scale similar to the one below:

Strongly Disagree Strongly Agree

1 2 3 4 5

1. I believe that the internal communication within the Junior League is good.

2. I feel informed about events and issues within the Junior League.

3. I find the newsletters informative and useful.

4. I believe the Junior League is adequately publicized in the community.

5. Did anyone you know outside of the Junior League notice advertisements, publications,

etc. about (specific event)?

6. Do you feel that overall communication has improved throughout the past year?

7. Has the newsletter improved?

8. Have the publications/advertisements improved?

9. In regards to the communication effort do you think it has improved, become worse or

stayed the same?

10. An empty suggestion box should also be included in the survey in order for members to fill

in specific thoughts they may have that don’t apply to the above questions.

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junior league communications structure campaign

Documents

interpersonal communication

communication handbook

facetoface communication

communication branch

new organizational chart

organizational media

evaluation plan

client situation analysis