Lynette Greathouse

Chapman ImPRessions 2011 - Account Executive

Cover Letter
To Whom It May Concern, Ever since I was a child I have wanted to follow in my parents footsteps and work at Disneyland. I respect the professionalism as well as the high caliber of talent present at Disney and I am so proud to be a part of that magic. I am very dedicated to my position, as I love the guest and cast member interaction working as a Fairy Godmother in Training as well as in the stores. Being a part of the Disneyland family, I would like to begin to gain more responsibilities. I believe that my formal training in public speaking, as well as, positions in leadership and management have prepared me to hold such a role within the Walt Disney Company. As you will see in my resume, I have excelled in many areas in which I have applied my skills. From my active involvement in my high school DECA chapter, in addition to, my accomplishments at the international DECA level, I have proven my ability to speak in front of professionals in the sports and entertainment marketing eld. Through my ve years of student government and student body leadership I have improved my speaking skills, which has included speaking in front of large audiences comprised of students and administration. I believe these skills will enable me to achieve success as a leader in Disneylands training programs. Growing up with both parents working at Disneyland in attractions, I have been fortunate enough to have lived out my childhood fantasies. From riding in the wheelhouse of the Mark Twain, to being the guest of honor on the Storybook Land Canal Boats, I have experienced the true Disney Dream. As I grow older, I have realized that I want to continue to grow my career which will allow make dreams come true and make the Disney magic possible for guests as well as cast members. I look forward to the opportunity to create more happiness and memories for guests and cast members of all ages, while preserving Walt Disneys Disneyland Dream. Lynette Greathouse

Resume
Experience.
The Walt Disney Company (2009 - Present) Disneyland Stores Cast Member (2009 - Present) Bibbidi Bobbidi Boutique (2009 - Present) Disney University Trainer (2010 - Present) Disneyland Resort Stores Trainer (2010 - Present) Chapman ImPRessions (2009 - Present) Director of Internal Communications Account Executive CASA (Court Appointed Special Advocates)

Awards.
Olympic Heights Path nders Business Award Scholar Athlete Award DECA Competitive Marketing Association for Students International top fteen market research paper International quali er for sports and entertainment marketing International quali er for market research

Extra Cirricular Activities.

Chapman University PRSSA Director of Communications Student Government Association Vice President of Senior Class DECA Director of Fundraising Associated Student Body Leader of the Student Senate Sophomore Class Representative

Education.
Chapman University (2009 - Present) Earned ranking on The Chancellors List Maintained 3.6GPA or higher The National Society of Collegiate Scholars Accepted into organization for placing in the top 20% of class

First Place in Florida State for sports and entertainment marketing First in South Florida region for sports and entertainment marketing

Volunteer Activities.
Hope Link Child Development Center Eastside Baby Corner Issaquah Food Bank Reading for the Blind and Dyslexic Childrens Hospital of Orange County Walk

Executive Summary
Situation Analysis.
The mission of CASA of Orange County is to create programs dedicated to providing quality intervention and advocacy services for Orange County the most severely abused, abandoned, and neglected foster care children. The organization focuses on training volunteers to service as mentors and advocates to ensure that these children are getting the attention and support they need and deserve while being put through the foster care system. The CASA program trains community volunteers to create a positive one-on-one relationship with each child. Every advocate independently monitors their childs circumstances and becomes a powerful voice to the court in the childs best interest. As with any non-pro t organization, much of the motivation for becoming an advocate comes from an intrinsic need to give back to the community. In addition to building this relationship, CASA also provides other services such as necessary school supplies, holiday gifts from the childrens wish lists and outside learning opportunities in the form of eld trips. Any non-pro t organization in Orange County with a focus on children or foster care youth is a competitor of CASA; such as such as, Orangewood Childrens Foundation, the Boys and Girls Club, Big Brothers Big Sisters and Girls Incorporated Orange County. Since CASA requires a two-year commitment from volunteers, organizations that have short-term options are less intimidating to potential donors and therefore have the potential to attract more volunteers. CASAs methods of public relations in order to educate the people of Orange County about their mission and programs include word of mouth, exposure through National CASAs website, CASA of Orange Countys website, limited social media presence, media presented at jury duty and print collateral in the form of brochures. The primary issue that faced CASA was the need for more advocates. 850 children in Orange County are recognized by judges as in need of an advocate. However, CASA currently has the resources to help about 700 of those children. Speci cally CASA has a need for male advocates. As of February 14, 2011, males made up only 18 percent of all advocates. This may be due to the required two-year minimum volunteer commitment or the suggested 10 to 12 hours a month. The secondary issue is the lack of tangible results CASA is able to present to potential volunteers. As expressed by the client, CASA had dif culties measuring success of their program in terms of increased self-esteem and other non quantitative data.

Executive Summary Cont.

Goals and Objectives.
The overall goal was to increase CASA volunteers and our three objectives were centered on this. Our primary objective, as expressed by the client, was to increase male attendance (age 35-60) at CASA info sessions by 50 percent by May 2011. As shown in the secondary research, males make up 18 percent of all advocates indicating a need for involvement from the male audience. The secondary objective was focused on building a business af liate program through securing donated space at one Orange County restaurant by May 2011. This objective was speci c to the desire to host an informal mixer event to reach out to the male audience to increase organization awareness and increase attendance at future information sessions. The nal objective was focused on building relations with graduate programs at Chapman University in order to create buzz about CASA early on. While conducting primary research in the form of an interview with an existing advocate, the interviewee expressed the importance of being introduced to CASA at a young age and how that facilitated his involvement after retirement. Therefore the nal objective was to secure one speaking engagement in Chapman Universitys graduate classes by December 2011. Future objectives were also created to be built upon the progress this semester once it has concluded. The rst was to build the business af liate program by four Orange County businesses by November 2011. This objective is an expansion on the secondary objective listed above, as we believe it would be bene cial to continue to reach out to Orange County businesses to create a larger network for CASA. The second objective was to secure one speaking engagement with graduate programs at UC Irvine and Cal State Fullerton by November 2011. With approximately a month for implementation, we wanted to be realistic in our objectives and yet give the client the ability to expand on them for the future.

Executive Summary Cont.

Audiences.
Current CASA volunteers are men and women ranging from ages 20-70 and above. Forty-nine percent of volunteers lie in the age range of 41-60 years. More women are currently actively involved than men, making up 82 percent of advocates. Men and women ages 20-60 who are currently nishing school and/or in the workforce are a target audience for future participation with CASA. With a two-year minimum volunteer commitment, these individuals may seek CASA as a volunteer opportunity once they retire from the working world. This audience may be reached through businesses partnering with CASA. Examples include monetary donations, programming and event hosting, sponsorships and volunteer information provided in retirement packages. College master programs such as education, marriage and family therapy, school counseling, school psychology and special education are other target markets to create future involvement with CASA. The target audiences that may assist CASA through donations of money, time, or space include Orange County residents, corporations, social organizations and small businesses. An untapped market for CASA is small businesses and corporations who have the potential for long-term partnerships. Based on ndings from primary and secondary research and at the request of the client, the primary target audience was males age 35-60, as they currently make up only 12 percent of advocates. Research conducted implied male desire to volunteer after retirement as they want to maintain a provider role in the community. The secondary audience was local Orange County businesses and corporations. Businesses can offer various forms of support including donations in the form of money, space or time, programming and event hosting, sponsorships and potential volunteers, while increasing their own corporate social responsibility (CSR). The tertiary target audience was local college graduate programs. Through introducing CASA of Orange County to local college graduate programs, students will have basic information about the organization, making them more likely to get involved in the future. Chapman graduate programs include education, marriage and family therapy, school counseling, school psychology and special education.

CASAs Background

Founded in 1985, CASA of Orange County is one of the over 900 CASA organizations nationwide. CASA works to train volunteers to serve as mentors and advocates for Orange Countys most severely abused, abandoned and neglected children. In doing so, CASA strives to create normalcy in the lives of children and secure them a safe, permanent home.

Situation
Court Appointed Special Advocates of Orange County reached out to Chapman ImPRessions with the goal to increase involvement in their organization through expanding the number of advocates.

Public Relations Plan

Implementation
The task presented, to increase male advocates, inspired the creation of an informal mixer event to introduce the community to CASA. As an informal and therefore non-intimidating rst impression of CASA the organization can use their most reliable source, their current advocates, to spread the word about CASA and encourage attendance at future formal informational sessions.

Business.
In order to secure a venue for the informal mixer the rst step was to reach out to a local Orange County restaurant. To attract the male audience a venue that carried a more masculine atmosphere, Henrys Rotisserie and Grill was chosen. As a brand new restaurant, opening April 1, 2011, the opportunity for a mutually bene cial partnership was identi ed. In creating a larger impression of CASA on the community by hosting an event at a local venue designed to attract a male audience, the venue would also bene t from its association with a credible non-pro t. On April 12, 2011 Henrys Rotisserie and Grill was presented with a personalized pitch packed including a pitch letter, an informational sheet about CASA, speci c business bene ts for working with CASA, and a af liate contract outlining responsibilities of the venue as well as expectations of CASA.

Education.
In order to build relationships with Chapman University graduate programs studying in elds related to CASA a personalized pitch packet was delivered to each dean and professor of the following schools of studies: Education, Economics, Law, Marriage and Family Therapy, Psychology, School Counseling, Special Education. The packet included a pitch letter, an informational sheet about CASA, and speci c student bene ts and learning opportunities available when

Media Relations.
The focus of media relations was put into submissions to calendar sections of local Orange County websites, pitch emails to the Orange County Register, and a special event media alert. An update on the event was successfully posted to IHeartOldTowneOrange.com, OrangeCounty.com, the OC Weekly Calendar section, and zvents.com

Social Media.
CASA of Orange County had an existing Facebook page that was utilized to create buzz about the Be A Childs Voice event, across other community based Facebook pages. In creating an event page with speci c information through the CASA OC main Facebook page was posted to the designated local fan pages. 101 Things to Do in Orange County, The Orange County Register, Orange County, CA, and I Heart Old Towne Orange were the fan pages chosen. A large focus was given to the I Heart Old Towne Orange page which had over 6,800 fans. The administrator of the page also runs a weekly newsletter and blog that was also targeted to create buzz about the event.

Advertisement
The poster was designed after WWII propaganda to target the primary audience of males ages 35-60, as an af rmative call to action. While utilizing the color scheme and current branding of CASA of Orange County, the basic date time and Be A Childs Voice messaging was used within the copy of the advertisement. A QR code was utilized for viewers of poster to instantly learn more about the event by being directly linked to the mobile version of the Facebook events page. The purpose was to not overwhelm the viewers with too much information and to encourage them to learn more.

Print Collateral.

Print Collateral.

Advocate Biographies
The Be a Childs Voice event was designed to utilize CASAs current advocates as ambassadors for the CASA program, in encouraging more of the community to become advocates. Maury Jacques and Victor Pham were the two highlighted advocates for this speci c event. In speaking with the client, these two men were chosen based on their availability to attend the event as well as by client recommendation. They were interviewed on their experience with CASA while being photographed for the print collateral. The biography complied from the interview was designed into their photograph and used at the event. Its intent was to encourage interaction with the advocates while guests were at the event. By being able to learn about the advocates through a non-intimidating way those guests who were not inclined to approach the advocates on their own, could learn more and create a connection with them before interacting with them face to face.

. Leave Behind
Print Collateral.

The leave behinds were book marked sized and printed on glossy, card stock paper. Their intent was to inform the guests about future informational sessions to ultimately reach the goal of increasing the number of advocates at CASA.

Event.
The Be A Childs Voice event took place on April 29, 2011 from 3-6pm at Henrys Rotisserie and Grill. The patio space, appetizers, and drinks were donated by Henrys. We purchased ballons to attract the attention of passerbyers, as well as to add to the overall theme of the event. As guests entered the patio they were greeted at a table and asked to sign a guest book, in order to obtain their contact information. The leave behinds and CASA brochures were also present at the check-in table. Throughout the event Maury and Victor interacted with guests, answering questions and sharing information about their personal experiences with CASA. Overall the event was a success as potential, new, and existing advocates interacted, spreading the word about CASA and learning about future information sessions.

Evaluation
Client Feedback.
The event was determined a sucess by the client. At the event was two people who were introduced to CASA for the rst time, three brand new advocates who had accepted their case and had not yet met their children, and two exisiting advocates. Many of the guests took multiple leave behinds to give to friends and family continuing the spread of information about CASA. The pitch packets used in securing the business partnership with Henrys was intended to be used in the future. After giving the client copies of the documents included in both the business and graduate program pitch packets, they expressed a desire to use their templates for the future. From the strong client relations buit and postive results, the partnership with CASA has resulted in an internship opportunity continuing after the semester is concluded.

I would recommend this group to any business or non-pro t that would like to explore and enhance their PR/Marketing programs.
- Lynda Sloan Director of Community Relations, CASA of Orange County