KATIE HARVEYDAN MAZUR

AMBER MINORLAUREN PERETTI

KANDACE RAMSEURBIANCA VIOLANTE

Osher Life Long Learning Institute

OLLI Background

Founded in 1993, formerly known as Appalachian Learners

Located in the Mountaineer MallOLLI is a self-directed membership organization within

the Center on Aging at West Virginia UniversityOffers three six-week terms each year in music, literature,

art, sciences, politics, health-related topics, social issues, nature and history

Membership

Members can register for unlimited classes per termAnnual Membership: $65

July 1 to June 30Term membership: $32.50

Fall Winter Spring

Situation Analysis

If OLLI obtains 100 new or renewed memberships by February 12, 2009 the organization will be eligible for a $1 million endowment from the Osher Foundation

A public relations campaign is necessary to raise public awareness and increase membership

Target Audience

Primary 50 years of age and older

50 -74 years of age 75 years of age and older

Approximately 3,400 (13 percent) residents of Morgantown Retired WVU faculty Retired educators Couples or spouses

Secondary Children of adults 50 years of age and older Current volunteers

SWOT Analysis

StrengthsWeaknessesOpportunitiesThreats

Strengths

Currently have 400 membersOffers three terms a yearSponsored by the WVU Center on AgingNationally recognized organization with 119 institutesAffiliated with Fairmont Institute of Life Long LearningMajority of instructors are retired WVU faculty, as well as

state and local specialists47 percent of Morgantown population has a bachelor’s

degree or higher

Weaknesses

Not a well-known organizationPoor location with little trafficUnclear message that does not resonate with communityTransportation unavailable to membersLack of external fundingIneffective use of technologyPossible future increase of membership dues

Opportunities

Growth in members$1 million grant awardFederal or state grantsExpansion of classesCloser relationship with WVUAssociation with WVU Alumni Association, local senior

centers and nursing homes

Threats

Lose potential funding if 100 additional membership goal is not met

More extra-curricular opportunities at other centers for actively aging adults

Misinterpretation of the institute’s message and purposeTargeting three different groups with same message

could offend some 50-74 years of age 75 years of age and older Children of adults 50 years of age and older

PEST Analysis

PoliticalEconomicSocietalTechnological

Political

VolunteersActive membersCourse instructorsEducatorsWVU Center on Aging

Economic

Current Low funding

Income Dues Donations Grants

Potential $1 million endowment Increase in tuition

Needs Funding

Societal

Standing in community OLLI is known, but not understood

Perception of others Unless they are a member, few know what OLLI has to offer

Internal perceptions Good intentions to reach general public with an opportunity for

improvement Satellite classrooms

Societal (continued)

Community relations Participated in Life Long Learning Week

Internal relations Good communication between committee chairs Opportunity to improve communication between them and the

executive director Opportunity to improve communication with National Bernard

Osher Foundation

Media relations NPR Aging with Grace television show Five press releases

Technological

Current status Out-dated Web site

State-of-the-art Not utilizing technology to their advantage

Potential for growth/improvement The majority of members have access to or use the Internet Opportunity to improve organization web site Need a technology assistant for classes

Volunteer

Objectives and goals

Short-term 1 month (October) Obtain 20 members from Morgantown Lifelong Learning Week held September

22-28 Promote open house (December 10) to have 150 attendees

Mid-term 3 months (December) Obtain 50-80 new members Obtain 500 hits on Web site Obtain 5 news media hits

Long-term 5 months (February 2009) Obtain 100 new members by grant deadline February 12 Obtain 3 more news media hits for a total of 8

Strategies

Raise awareness of OLLI through personal contact and self mailers Face-to-face presentations at senior centers and nursing homes

Note: 10 percent of current members live in retirement communities

Create a media presence for OLLI in local mass media Reinforce message to join or volunteer through local mass media, new media

and personal contact Identify spokesperson(s)

WVU faculty member (e.g. Dr. James Benner, President McGrath) Affiliate with other organizations

West Virginia Association of Retired School Employees AARP West Virginia Bureau of Senior Services

Special Events Encourage children of adults 50+ that OLLI gift certificates are a meaningful

and worthwhile gift

Tactics

Press releasesOp-ed pieceFeature storyPublic service

announcements (PSA)Video news release (VNR)BrochureFliersAnnouncements

MIX WVU intranet

NewsletterPersonal contactWord-of-mouthRevised websiteE-mailsBlogSocial networkingOpen House (Dec. 10)Gift certificates/Incentives

Press Releases

Open House Promote open house on Dec. 10 Discuss activities occurring at the event

Gift certificates OLLI offers gift certificates for memberships Target children of aging adults

Op-ed piece From a recently joined member on the benefits OLLI offers

Feature story Spotlight on Dr. James Benner

PSAs and VNRs

Public service announcements 60 seconds 30 seconds 20 seconds

Video news release Story board

Brochure

Fliers

Postcard

Announcements

E-mailMIXWVU intranet

Newsletter

Personal Contact

Personal contact Presentations at local senior centers, retirement

communities, nursing homes and professional organizations

Clarify details of OLLI and encourage questions

Word-of-mouth Facilitate discussion among potential members

Internet

Revised website Site map Suggestions for improvement

Blog Twitter

Create a blog to encourage discussion on OLLI

Social networking LinkedIn Facebook MySpace

Media List

Print Newspapers

Dominion Post, Monongalia Co., WV Daily Athenaeum, Monongalia Co., WV The Jeffersonian, Monongalia Co., WV Times West Virginian, Marion Co., WV Clarksburg Exponent Telegram, Harrison Co.,

WV Daily Courier, Fayette Co., PA Grafton Mountain Statesman, Taylor Co., WV Herald Standard, Fayette Co., PA Oakland Republican, Garrett Co., MD

Magazines Wonderful West Virginia Goldenseal West Virginia Executive WVU Alumni Magazine

Radio WWVU 91.7 FM WVAQ 101.9 FM WKKW 97.9 FM WCLG 100.1 FM WVPM 90.9 FM WZST 100.9 FM WAJR 1440 AM WCLG 1300 AM

Media List (continued)

Television Channel 3 WBOY-TV, Channel 12,

Morgantown, WV KDKA, Channel 2,

Pittsburgh, PA WDTV (CBS), Clarksburg,

Weston WNPB-TV (PBS),

Clarksburg, Morgantown WVU News, P.I. Reed SOJ

Internet MIX homepage MountainLair.com WVU homepage OLLI website Presidential blog

Calendar

Calendar (continued)

Calendar (continued)

Budget

Newsletter – WVU Printing Services Paper Printing

Mailing Postage

42 cent x 1000= $420

Special Events Open house

Allotted $500

Gift Certificates Allotted $250

WVU Printing Services

General Pricing Structure-Includes Setup Letterhead Per 1000One-Color, 20# Hammermill Bond $123.00 Two-Color, 20# Hammermill Bond $139.00 One-Color, 24# Hammermill Bond Reprint $85.00 Two-Color, 24# Hammermill Bond Reprint $92.00

Blank #10 and #9 Envelopes      One-Color $115.00 Two-Color $131.00

Blank #10 Window Envelopes       One-Color $118.00 Two-Color $134.00

Budget (continued)

Detail Per Item Cost Total Projected Key Public Adults 50-74 Strategy Raise awareness of OLLI

through personal contact and self mailers

Tactics Brochure #@price/ea Postcard Newsletter Flier Word of Mouth 0.00 0.00 Strategy Subtotal Strategy Create media presence for

OLLI through local mass media/reinforce awareness message to join/volunteer

Tactics Press Kit: Press Releases Op-Ed piece Feature story PSAs Fact Sheet Flier VNRs Newsletter Postcard Brochure Strategy Subtotal Strategy Raise awareness of OLLI

through new media

Tactics E-mail No cost 0.00 0.00 MIX Announcements No cost 0.00 0.00 WVU Intranet No cost 0.00 0.00 Social Networking Facebook, MySpace,

LinkedIn 0.00 0.00

Blogs Twitter 0.00 0.00 Revised web site Designed by WV

team, completed by technology volunteer

0.00 0.00

Strategy Subtotal 0.00 0.00

Budget (continued)

Detail Per Item Cost Total Projected Key Public Adults 75+ Strategy Raise awareness of OLLI

through personal contact and self mailers

Tactics Brochure Postcard Newsletter Flier Word of Mouth 0.00 0.00 Strategy Subtotal Strategy Create media presence for

OLLI through local mass media/reinforce awareness message to join/volunteer

Tactics Press Kit: Press Releases Op-Ed piece Feature story PSAs Fact Sheet Flier VNRs Newsletter Postcard Brochure Strategy Subtotal Strategy Raise awareness of OLLI

through new media

Tactics E-mail No cost 0.00 0.00 MIX Announcements No cost 0.00 0.00 WVU Intranet No cost 0.00 0.00 Social Networking Facebook, MySpace,

LinkedIn 0.00 0.00

Blogs Twitter 0.00 0.00 Revised web site Designed by WV

team, completed by technology volunteer

0.00 0.00

Strategy Subtotal 0.00 0.00

Budget (continued)

Detail Per Item Cost Total Projected Key Public Children of adults 50+ Strategy Convince public to purchase

OLLI gift certificates for their parents through personal contact

Tactics Brochure Postcard Detail Per Item Cost Total Projected Tactics Flier Word of Mouth 0.00 0.00 Strategy Subtotal Strategy Convince public to purchase

OLLI gift certificates through local mass media

Tactics Press release PSA VNR Strategy Subtotal Strategy Convince public to purchase

OLLI gift certificates for their parents through new media

Tactics E-mail No cost 0.00 0.00 MIX Announcements No cost 0.00 0.00 WVU Intranet No cost 0.00 0.00 Social Networking Facebook, MySpace,

LinkedIn 0.00 0.00

Blogs Twitter 0.00 0.00 Revised web site Designed by WV

team, completed by technology volunteer

0.00 0.00

Strategy Subtotal 0.00 0.00

Communication Confirmation Matrix

Key Public: Adults ages 50-74

Self-interests: Continuing education, social interaction, physical activity, extra-curricular activity outside of the workplace

Message: Maintain an active mind and lifestyle as you age by joining or renewing your membership with Osher Lifelong Learning Institute

Influentials: Family, friends, co-workers, public officials, religious leaders, professionals, educators

Objectives: Obtain 40 members within this public

Strategies: Group influence, interactivity, homophile, opinion leader, partnerships

Tactics: Personal contact, news releases, fliers, word-of-mouth, bulletins, public service announcements (PSA), e-mails, social networking, blog, brochure, newsletter, feature story, video news release (VNR), op-ed piece

Communication Confirmation Matrix

Key Public: Adults ages 75+

Self-interests: Renewed interest in hobbies, continuing education, social interaction, physical activity

Message: Maintain an active mind and lifestyle as you age by joining or renewing your membership with Osher Lifelong Learning Institute

Influentials: Family, friends, co-workers, public officials, religious leaders, professionals, educators

Objectives: Obtain 60 members within this public

Strategies: Group influence, interactivity, homophile, opinion leaders, partnerships

Tactics: Personal contact, news releases, fliers, word-of-mouth, bulletins, PSAs, e-mails, social networking, blog, brochure, newsletter, feature story, VNRs, op-ed piece

Communication Confirmation Matrix

Key Public: Children with parents age 50+

Self-interests: Caring for parents, encouraging healthy aging through social interaction and physical activity, looking for unique gift for the holidays

Message: Osher Lifelong Learning Institute provides countless opportunities to actively ageing adults to continue their education and promote healthy lifestyles

Influentials: Family, friends, co-workers

Objectives: Sell 20 gift certificates to this public to be redeemed for membership by the holiday season

Strategies: Unique selling point (USP), group influence

Tactics: Personal contact, news releases, fliers, word-of-mouth, bulletins, PSAs, e-mails, social networking, blog, brochure, newsletter, feature story, VNRs, op-ed piece

Evaluation

Informational Objectives How many members of the target audience did the campaign reach?

50-74 year olds Based on new/renewed membership total

75+ year olds Based on new/renewed membership total

Children of 50+ year olds Based on number of sold gift certificates

How well does OLLI’s message resonate with its audience? Survey Personal contact/interviews

Attitudinal Objectives Did the campaign change nonmembers’ perspectives of OLLI? Did the campaign improve understanding of OLLI’s message to its audiences?

Evaluation (continued)

Behavioral Objectives How many of our projected memberships did the campaign score?

Did we meet our long term goal of 100 new/renewed memberships? As of October 22, OLLI has 418 members of the 500 member goal (met short term objective)

How many attendees did the Open House receive? How many gift certificates were sold and redeemed?

Where were the certificates purchased?

Output Objectives How many media hits did the campaign receive?

TV Print Radio Internet

How many newspapers picked up the campaign press releases? Open House/Gift Certificate release Feature story release

How many radio stations picked up the campaign PSAs? Open House/Gift Certificate PSA

Questions

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