Communications Plan

April 2016

Account Supervisor: Simone Mekli

Account Executives: Angelica Tarli, GMatt Stevens,
Samantha Price, Sarah Stenabaugh

Prepared through The Agency at Mohawk College

Table of Contents
EXECUTIVE SUMMARY

SITUATIONAL ANALYSIS

OBJECTIVES

AUDIENCES

SWOT

KEY MESSAGES

STRATEGIES AND TACTICS

9-14

STRATEGY 1
STRATEGY 2
STRATEGY 3

9
11
13

EVALUATION

15-20

Appendixes
APPENDIX A: CONTACT MEDIA LIST

21

APPENDIX B: EVALUATION SURVEY

22

APPENDIX C: COMMUNITY CENTRE LIST

25

APPENDIX C: STUDENT SURVEY

26

APPENDIX E: POSTING IN COMMUNITY SECTION OF NEWSPAPER

25

APPENDIX F: SAMPLE NEWS FEATURE

26-29

APPENDIX G: SAMPLE RADIO PSAS

30-31

APPENDIX H: SAMPLE MEDIA RELEASE

32

APPENDIX I: SAMPLE MEDIA ADVISORY

33

APPENDIX J: SAMPLE PLACEMAT

34

APPENDIX K: GROCERY STORE LIST

35

Executive Summary
The Victorian Order of Nurses (VON) is a not-for-profit healthcare organization providing
communities with services to help those in need the isolated, the elderly, and those needing nursing
support. For more than 115 years, their nurses, therapists, and other health care p roviders have cared
for Canadians in their own homes. VON Hamilton provides the Hamilton community with needed
support as an adult day centre and providing caregiver support. The purpose of the following
communications plan is to explain how VON can increase their awareness throughout the community,
making it a staple centre for healthcare support.
This communications plan will provide VON with core objectives that seek to increase VONs
profile within the community, making the community aware of the breadth of services available and
making this organization a charity of choice for volunteerism and philanthropic giving.
The first objective is to increase awareness of VON's programs within Hamilton by securing 5
positive media impressions by Dec. 31, 2016. In order to secure these media impressions, this plan
suggests key events that will generate interest with the media and raise VONs profile in the
community. This plan also suggests a variety of media relations tactics that can be applied throughout
the year to raise awareness, and generate volunteers, clients, and donations.
The second objective is to acquire $1,500 worth of donations for VON by Dec. 31, 2016. As a
not-for-profit organization, it is often difficult to generate the funds to maintain a level of service
necessary to serve the community. This plan recommends fundraising events as a way to not only
inform the public of VON but also to motivate philanthropic giving in order to help this organization
continue within the community.
The final objective is to motivate Hamiltonians to volunteer for VON by securing 20 new
volunteers by Dec. 31, 2016. Reaching out into the community frequently and in a variety of mediums
will prove beneficial for VON when recruiting volunteers. This plan suggests media relations tactics, as
well as specific events designed to inform people on the benefits of volunteering and provide
information and easy access to volunteering opportunities.
VON Hamilton will be able to measure the usefulness of the recommended strategies through
qualitative and quantitative research methods. When examining the evaluation results, VON will be
able to determine whether this communications plan will have the desired benefits for the community.

Situational Analysis
For more than 115 years, VON has provided Canadians with necessary and important home
care and support. In November 2015, VON restructured its organization by ceasing all operations in six
provinces. They currently only operate in Ontario and Nova Scotia. This massive change has caused
confusion among Hamiltonians as to whether or not VON is still operational in the city.
VONs goal is to firstly increase the organizations profile within the community in order to
ensure people are aware of their existence and the benefit of their services. Gaining quality volunteers
and establishing VON as the charity of choice for community donations will demonstrate the success
of this plan. Most importantly, VON is in need of volunteers for their Meals on Wheels program,
transportation services, and Visiting program. They also need volunteers who speak specific
languages such as Italian, Hungarian, Romanian, and Portuguese. VON operates on a limited budget
and relies on a small staff to operate a demanding service within Hamilton. As a result, it has proven
difficult for them to expand services, update resources, and reach out further into the community.
Therefore, a communication plan needs to be developed in order to outline a variety of fundraising
and awareness strategies for the organization.
As the only not-for-profit charitable home and community care organization in Hamilton, their
biggest challenge is trying to remain visible amongst other for-profit and non-profit organizations that
offer similar services. A detailed communications plan must be developed and executed in order to
provide VON with a variety of options and tools to accomplish their desired goals.

Objectives
1)

Raise awareness of VON and its services in order to gain 10 new volunteers from Hungarian,
Italian, Romanian, and Portuguese demographics by Dec. 31, 2016.

2) Motivate community members to donate to VON in order to raise $1,500 worth of donations by
Dec. 31, 2016.

Audiences
Primary:

Current clients
o Seniors
o Adults with disabilities
o Family members who are caregivers for seniors or adults with disabilities
Potential clients:
o Seniors in Hamilton
o Adults with disabilities
o Family members of the elderly or adults with disabilities
Mohawk and McMaster nursing students
Customers at participating grocery stores
Customers at participating restaurants
Media outlets
o Hamilton Spectator, Hamilton News
o CHML
o CHCH, Channel 14

Secondary:

Legions and community centres in Hamilton region

Doctors/Doctor Offices
Senior centres and retirement homes
Cultural Centres
o Italian
o Hungarian
o Romanian
o Portuguese
Hospitals

SWOT
STRENGTHS:
WEAKNESSESS:
- Not-for-profit, charitable home and
- VONs operational closures in six provinces
community care organization.
created confusion among Hamiltonians as to
- Well established, has been running for
whether they are still operational.
more than 115 years.
- There was little communication from VON
- Has a relationship with other
Hamilton reassuring the community that the
national/provincial non-profits, such as the
restructuring did not affect Hamilton/Ontario.
Canadian Cancer Society, Childrens Wish,
- VON Hamilton lacks strong media relations
and Canadian Diabetes.
strategies that will enable them to target their
- Offers 8 services to help with home care,
audiences and generate awareness.
personal support and community services.
- VONs website is out-of-date and difficult to
- Provides help and support to the elderly of
navigate.
the Hamilton community.
- VONs Meals on Wheels program is currently
- All visiting programs are free of charge
located in a kitchen hospital, serving hospital
- Provides "Teletouch service a phone
food (they are currently looking to relocate and
service that offers company to those
revamp the service).
wishing to talk
- VON is in need of volunteers with specific
- Provides hospice support
language skills (IE: Italian, Hungarian, Romanian,
- VON Hamiltons only social media website,
Portuguese, etc.)
Facebook, is regularly updated with calls to
action, event updates, videos, and photos.

OPPORTUNITIES:
- VON has an opportunity to partner with
other local organizations/businesses to
raise awareness, community recognition,
increase volunteers and clients, and raise
funds.
- Build relations with local media to
generate awareness
- VON has the opportunity to showcase the
new Meals of Wheels facility when it is
ready to open.

THREATS:
- Competing for-profit organizations that offer
similar services to the same audience.
- Inability to retain volunteers to help with
promotional events/fundraisers.
- Lack of interest of local businesses/organizations
in forming partnerships or collaborations with
VON.
- Donor fatigue could affect VONs ability to
generate funds.

Key Messages
1) VON Hamilton is a not-for-profit home and community care organization that provides 8 home
care, personal support, and community services to those in need.
2) As a not-for-profit organization in a demanding sector, VON Hamilton relies on the donations of
community members to maintain the level of care needed for their clients.
3) Volunteers at VON change lives and strengthen communities. They offer support, friendship, and
independence to thousands of seniors wanting to stay at home.

Strategies and Tactics

Strategy#1: Host informational events within the Hamilton community to generate
awareness of VON programs, increase volunteers, and promote VON services.
Tactic #1: Hold two annual informational workshops at local community or cultural centres in order
to directly communicate to their target volunteer audience.

VON volunteers will set-up booths with information on specific programs they offer. The
volunteers will also be responsible for educating the audience on the organization.
The purpose of these informational workshops is to engage people with VON. This will
encourage conversation and questions regarding VON to increase awareness and knowledge.
Since VON is in need of volunteers who speak specific languages, targeted these cultural
centres will be important.
VON volunteers will also encourage audience members to fill out an evaluation survey about
their experience during the event. We will provide a space for people to fill out their personal
information if they would like to volunteer or are in need of services.
These workshops will be advertised through VON Hamiltons Facebook page, flyers within
community centres, and through media relations strategies with a specific emphasis on
community newspapers and radio announcements.

A sample media list can be found in appendix A, while an evaluation survey and community centre list
can be found in Appendix B and C respectively.
Tactic #2: Every September, VON will present to first and last year nursing students at Mohawk
College and McMaster University to generate awareness and attract quality volunteers.

These presentations will focus on educating nursing students on VON and their services and
the benefits of volunteering for not only volunteers, but for the clients as well.
These presentations will also inform the nursing students how new graduates can put their
skills into practice and gain valuable hands-on experience through volunteering with VON.
Near the end of each presentation, the presenter will distribute a quick survey to each student
to gage the presentations effectiveness, students prior knowledge of VON, what they liked,
what they want to learn more about, and a section to fill out if they are interested in
volunteering and with which service.

A sample student survey can be found in Appendix D.

Tactic #3: Have an annual informational booth at a local community centres during National Nursing
Week to generate awareness and promote VON services.

VON volunteers will provide a quick presentation and overview of VON and the organizations
services, encouraging people to learn more.
In order to encourage communication with patrons, volunteer nurses will be available to
provide blood pressure readings for participants. This interaction provides us with a captive
audience so volunteers can inform people about VON.
Participants will also be asked to fill out a brief questionnaire to determine the level of
awareness of the organization.
The event will be advertised on flyers within the community centre, and advertising in
community section of newspapers.
The event will strategically occur during National Nursing Week (May 9 to May 15) to attract
quality volunteers and awareness with the target audience

A sample questionnaire can be found in Appendix B, while a flyer and newspaper community posting
can be found in Appendix D and E respectively.

10

Strategy #2: Use media relations to generate awareness, inform, and promote VON and its
services.
Tactic #1: Send the media two annual features with background information about VON Hamilton.

These features will be written with a human element to create an emotional response from our
readers. Sending out two, semi-annual features will keep VON at the forefront of peoples
minds and improve their awareness issue.
The features will provide an insight into VON through the experiences of their clients and/or
volunteers, which will further generate public recognition of the organization and help
promote a positive image of VON.
Features will include key messages, as well as direct quotes from VON clients, volunteers, and
employees.
Features will be distributed to local print and online reporters who cover community and
health.

A media contact list can be found in Appendix A, while a sample feature can be found in Appendix F. '
Tactic #2: Create and distribute two radio personal service announcements (PSA) to effectively
communicate to specific audiences.

VON will create two 30 second PSAs that will focus on creating general awareness of VON and
a call to action for volunteers.
The PSA will be distributed to local radio stations (found in sample media contact list), whose
listening demographic is targeted at people age 45 and over.
VON will need to contact the above radio stations to determine if they have available air space
they will be able to provide for free.
PSA can be altered to mention specific language needs for volunteers.

Sample 30 second PSAs can be found in Appendix G.

Tactic #3: Distribute press releases to local media to promote VON events and increase public
awareness.

Media releases will be created and distributed to local news reporters t o generate awareness
and provide information regarding events.
These press releases must be of interest to the media and their audience. They must contain
newsworthy content in order to entice reporters and journalists to feature them.

A sample media release can be found in Appendix H.

11

Tactic #4: VON will host a media tour of the Meals on Wheels facility to promote the service, create
stronger media relations, and reach potential clients.

VON will create and distribute a media advisory inviting local media to visit the new kitchen for
their improved Meals on Wheels service.
All advisories will include background information on VON, their services, and why they are
revamping the Meals on Wheels service without providing too much information that t he
media does not show up.
During the tour, media will be invited to taste test samples from the Meals on Wheels menu
and tour the facility.
Inviting the media will help foster positive relationships with journalists and media companies,
which will also encourage future positive coverage.
The tour will provide VON an opportunity to share the organizations goals and objectives, as
well as how the community will benefit from the improved service.
Coverage of the tour will help create public awareness and reinforce VONs positive image in
the community.

A sample media advisory can be found in Appendix I.

12

Strategy #3: Collaborate/partner with local organizations/businesses to further generate

awareness and/or raise funds for the not-for-profit.
Tactic #1: Partner with a local restaurant to help raise awareness of VON and their services.

VON will need to reach out to local restaurant owners in advance to present their plan and idea
for this awareness event.
Place mats will be designed with key facts and contact information to encourage people to
learn more about the organization and volunteer.
VON volunteers will stay at the restaurant for the duration of the day with promotional
material. As patrons leave the restaurant volunteers will encourage them to fill out a survey to
gage interest and awareness.
Materials, such as brochures, will be kept on hand and distributed to anyone wanting more
information on VON.

A sample place mat can be found in Appendix J, while a sample survey can be found in Appendix B.
Tactic #2: Partner with a local grocery store to have an annual grocery-bagging fundraiser, to further
promote VON, their services, and raise funds.

This fundraiser will entail volunteers bagging groceries for patrons at the grocery lines in
participating locations.
VON will need to reach out to these locations in during the month of January when grocery
stores plan their community and social responsibility events.
Approximately 10-12 VON volunteers will be needed to bag groceries for customers in
exchange for voluntary monetary donations.
Each volunteer will deliver a 15 second key message explaining VON and their services to each
customer.
Brochures explaining the organization, services, and contact information will be placed in
grocery bags.
Each grocery till will have a donation jar that represents VON, such as the organizations logo.

A list of grocery stores can be found in Appendix K.

13

Tactic #3: Partner with Mohawk College and McMaster University to host an annual VON Day to
promote the organization and attract volunteers.

VON Day will be offered to first and second year students as a way to encourage
volunteering.
Similar to Take Our Kids to Work Day, VON Day will be blended into the curriculum as an
opportunity for aspiring nurses to pair up with a VON nurse and see what a typical day as a
volunteer looks like.
Participating students will be supervised by mentoring nurses and will have the opportunity to
visit and interact with clients, as well as experience the positive impact they have on clients.
At the end of the shift, students will be encouraged to fill out a quick questionnaire about their
experience.

A questionnaire sample can be found in Appendix B.

14

Evaluation
Strategy #1: Host informational events within the Hamilton community to generate awareness,
increase volunteers and clients, and promote VONs services.
Tactic #1: Hold two annual informational workshops at local community centres, such as a senior
centre and/or Dofasco Community Centre, to directly communicate to their audience.
To evaluate this tactic, VON will determine the number of attendees present at the event to gage
community interest. At future workshops, it will be important to compare the attendance rate to
determine if community interest is increasing. An increase in attendance will indicate that these
regular workshops are a successful tactic in generating awareness. VON will also need to determine
attendees overall experience by measuring evaluation survey. The answer to the following questions
will determine the success:

How many people filled out the survey?

How many people indicated interest in future workshops?
How many people indicated interest in volunteering?
How many people indicated a need for VON services?
How did people hear about the event

Additionally, it will be important to evaluate the level of media exposure to determine whether the
event was successful in raising awareness. VON will need to measure the number of media
articles/radio announcements, the quality of coverage (positive or negative tone, use of key messages,
number of quotes used), and which news outlets offered the most positive coverage (print or radio) for
future reference and opportunity to build stronger media relations. Evaluating this tactic against the
objectives will help determine if VON is working towards achieving 5 positive media impression,
$1,500 of donations, and 10 volunteers by December 31, 2016.
Tactic #2: Every September, VON will present to first and last year nursing students at Mohawk
College and McMaster University to generate awareness and attract quality volunteers.
This tactic can be evaluated by measuring specific information from the survey handed out during
the event. The answer to the following questions will determine the success:

15

How many students had prior knowledge of VON?

What did they like most about the presentation?
What aspect would they like to know more about?
How many students indicated an interest in volunteering?

16

When this tactic is evaluated against the plans objectives, it will allow VON to determine whether they
are making progress towards to goal of increasing awareness and gaining volunteers by December 31,
2016.
Tactic #3: Have an annual informational booth at a local community centre to generate awareness
and promote VON services.
This tactic can be evaluated by measuring the number of attendees present at the event to gage
community interest. There will be a need to compare future event attendance to determine if
community interest is increasing. An increase in attendance will indicate that regular informational
events are a successful tactic in generating awareness.
Similar to the previous tactics, VON can determine attendees overall experience by measuring survey.
The survey will provide important answers, such as:

How many people filled out the survey?

Was feedback mostly positive or negative?
How many people indicated interest in future workshops?
How many people indicated interest in volunteering?
How many people indicated a need for VON services?
How did people hear about the event (flyer, radio, newspaper, Facebook)? This will help
establish which communication vehicle was most successful in reaching the target audience.

This tactic can also be evaluated by measuring level of media exposure the event received. VON will
need to measure the number of media articles/radio announcements, the quality of coverage (Was the
tone of the article or announcement positive or negative? Were key messages used? How many times
was the spokesperson accurately quoted?), and which news outlets offered the most positive
coverage for future reference and opportunity to build stronger media relations. Evaluating this tactic
against the plans objectives will help VON determine if they are making progress towards achieving
their goals of increasing awareness, volunteers, and donations by December 31, 2016.

17

Strategy #2: Use media relations to generate awareness, inform, and promote VON and its services.
Tactic #1: Send the media two annual features with background information about VON Hamilton.
To evaluate this tactic, VON will need to monitor and measure the number of times the features were
published and in which newspaper. VON will also need to measure which outlet offered the most
coverage, the quality of coverage. (Was the tone of the article or announcement positive or negative?
Was the feature published in its entirety or was it edited/shortened? How many times was the
spokesperson accurately quoted? Where was the feature placed?) It will be important to evaluate this
tactic against the objectives to determine if VON is reaching the goal of achieving 4 positive media
impressions by December 31, 2016. It will also help determine if they are achieving the objectives of
increasing volunteers and monetary donations.
Tactic #2: Create and distribute two radio personal service announcements (PSA) to effectively
communicate to specific audiences.
To evaluate this tactic, VON will need to monitor and measure how many times each PSA was aired
and which radio stations ran the PSA. This will determine which radio station offered the most
coverage. VON will also need to review specific times the PSA ran to determine if the target audience
was reached. The success of this tactic will also be determined by the reach of coverage based on the
number of listeners each radio station has. Evaluating this tactic against the plans objectives will help
determine if VON is making progress towards achieving 4 positive media impressions, $1,500 in
donations, and 20 volunteers by December 31, 2016.
Tactic #3: Distribute press releases to local media to promote VON events and public awareness.
This tactic can be evaluated by monitoring the number of press releases published, the medium in
which it was published, and the quality of the content. Success will be determined in several ways.
Firstly, measuring the amount of coverage received by each outlet will determine whether the article
was seen by their audience, and if VON should continue approaching them for future articles. The
quality of coverage also needs to be measured. To determine this, several questions will need to be
answered:

Was the tone of the article or announcement positive or negative?

Was the release published in its entirety or was it edited/shortened?
How many times was the spokesperson accurately quoted?
Where was the release placed (front page, community section, near the back) and determine
the advertising equivalency.

18

To evaluate this tactic, VON will also need to determine the level of public exposure to the feature
based on the publications readership and measure the number of media that attend each event. This
tactic and its evaluation will help determine if VON is achieving the plans objectives, ultimately
increasing their awareness within the community, and making them a choice charity for volunteerism
and philanthropic giving.
Tactic #4: VON will host a media tour as soon as the improvements to the Meals on Wheels program
are launched to promote the service, create stronger media relations, and reach potential clients.
The success of this tactic will be evaluated by answering several questions. Firstly, VON will evaluate
how many media attended the event. This will determine the interest of the community in the event.
Next, VON will need to evaluate the amount and quality of media coverage they receive. To do so
they will measure how many and which outlets published articles, the quality of coverage (positive or
negative article tone, amount the spokesperson was quoted, whether the key messages were used,
and where the article was placed in the paper). This evaluation will help determine if VON has
increased their awareness through media coverage and whether they are achieving the objectives of
this plan.

19

Strategy # 3: Collaborate/partner with local organizations/businesses to further generate awareness

and/or raise funds for the not-for-profit.
Tactic #1: Partner with a local restaurant to help raise awareness of VON and their services.
This can be evaluated by measuring the number of patrons in attendance to determine level of
exposure. VON will distribute survey cards to measure patrons overall knowledge of VON. Based on
this survey. Success will be determined by answering the following questions:

How many people filled out the survey?

How many people had prior knowledge of VON?
Which services did people know about?
How many people indicated a need for VON services?

This tactic will also be evaluated by calculating the number of brochures distributed to the restaurant
compared to the number of brochures taken by customers. It will also be important to determine
whether this event resulted in any interest in volunteering with VON or monetary donations. It will be
important to evaluate this against the plans objectives to determine if the tactic is helping achieve
VONs goals.
Tactic #2: Partner with a local grocery store to have an annual grocery-bagging fundraiser, to further
promote VON, their services, and raise funds.
The success of this tactic will be evaluated by calculating the number of flyers distributed to help
determine level of exposure and awareness. VON will also need to determine how much money was
raised in monetary donations during the event and how many cash registers were utilized throughout
the day. It is important to evaluate this tactic against the plans objectives to determine if it was a
successful event raising awareness of the organization or increasing interest in volunteering and
donations
Tactic #3: Partner with Mohawk College and McMaster University to host an annual VON Day, to
promote the organization and attract volunteers.
This can be evaluated by measuring the experience of the students participating in the event. If a
majority of students claimed to enjoy their experience, they will know this event was successful. To
determine whether it was a positive experience, VON will need to distribute a survey to all students
participating to determine if they enjoyed the event and if they enjoyed shadowing a volunteer.
Answers to the surveys will help determine:

20

How many students had prior knowledge of VON?

What did they like most about the event?
What aspect would they like to know more about?
How many students indicated a future interest in volunteering?

Additional Evaluation:
In order to further determine the effectiveness of the communications plan, new volunteers and
clientele should be encouraged to fill out a quick survey about how they heard about VON (radio,
newspaper, workshop, school presentation, VON Day). This will help determine and measure which
communications vehicles are the most successful in reaching the organizations primary audiences.

21

22

Appendix A: Media Contact List

23

Appendix B: Evaluation Survey

24

Appendix C: Community Centre List

1) YWCA Seniors Active Living Centre
75 MacNab Street South
Hamilton, ON
(905) 529-7727

2) YWCA Seniors Active Living Centre

52 Ottawa Street North
Hamilton, ON
(905) 545-6249 ext. 31

3) F.H. Sherman Recreation and

Learning Centre
Dofasco Retirees Recreation Club
388 First Road East
Stoney Creek, ON
Director: Jackie Scarfe
(905) 579 - 3613

4) Flamborough Senior Centre

163 Dundas Street East
Waterdown, ON
(905) 546-2424

5) Sackville Hill Seniors Recreation

Centre
780 Upper Wentworth St.
Hamilton, ON
(905) 546-2541

6) Winona Senior Citizen Centre

1239 Hamilton Regional Road 8
Winona, ON
(905) 643-4563

7) Royal Canadian Legion Branch 622

12 King St. E
Stoney Creek, ON
(905) 662-4171
8) Senior Citizens Recreation Centre

(Club 60)
6 King St. West
Stoney, ON
(905) 664-6110

25

Appendix D: Student Survey

26

Appendix E: Posting in Community Section of

Newspaper

27

Appendix F: Sample News Feature

FEATURE
Contact: Sarah Stenabaugh
Public Relations Candidate
The Agency Mohawk College
Tel: (705) 335-0485
Sarah.stenabaugh@mohawkcollege.ca
Planting Seeds of Kindness
VON volunteers are strengthening communities, while building friendships
Hamilton, Ont. March 22, 2016 - When Anne Konkel turned 100, her family surprised her with a
special dinner cruise and invited all her friends and caretakers. Anne remembers it fondly and laughs
softly over the memory of a little boy with an insatiable sweet tooth.
That boy passed by my cake at least 20 times, just staring at it, she chuckles. Finally I said,
somebody please give this little guy a piece of cake.
That was last year shell be 101 this July.
I have no fear that Im over 100, she says. I dont feel old. Im still able to do a lot of things.
She sits back in her chair, smiling while she fixes the fluffy white shawl wrapped around her shoulders.
Its late afternoon and Anne is sitting in her living room talking with Nancy Newton, a volunteer with
the Victorian Order of Nurses (VON) Visiting Program.
VON is a charitable home and community care organization. In Hamilton, volunteers help provide
companionship and support to over 160 seniors through the Visiting Programs Teletouch, home and
palliative visiting services. Home visits are only one

28

-moreway that VON helps people stay in their own homes - but while demand for the program keeps rising
the number of volunteers hasnt.
Finding enough volunteers is only one challenge VON faces.
Another challenge we have is matching clients who need service in a specific language, says
Elisabeth Kolenko, coordinator of volunteers at VON.
Elisabeth matches volunteers and clients based on their interests, needs, language and location. She
says there is a current demand for volunteers who speak Italian and Russian. Anne was easier to match
because she speaks five languages English, Polish, French, German and Dutch.
Elisabeth matched her with Nancy two months ago.
Nancy is a former mental health worker who has been volunteering with VON for over a year. She
wanted to give back to the community and liked the idea of visiting someone on a regular basis.
Although a fairly new match, Nancy and Anne act like old friends.
When are you going to teach me Dutch, Nancy teases.
It would be hard, Anne jokes. Not for you, for me!
The women laugh. Anne tilts her head and softly sighs; the exchange clearly sparked a memory.
Im from Rotterdam in the Netherlands, she says in Dutch. Born in 1915.

29

-more-

A life of volunteering
At 32, Anne married Edward, a mariner who had served in the Polish Army during the Second World
War. During his service, Edward was captured by the Germans and thrown into a concentration camp
as a political prisoner. He escaped and fled to Holland, where he met his future wife.
Anne later gave birth to the couples only son.
Life was difficult for the young couple during the war. It was no longer safe to fish and the school
where Anne taught was turned into an army barracks.
The war, Anne shudders. A terrible, terrible, terrible time.
In 1951, the couple and their young son left the Netherlands and moved to Hamilton to start a new life.
Edward found work at Stelco and found a small home for the family. Anne trained to become a
practical nurse and later found work at the Hamilton General Hospital.
The family embraced their new community, becoming active members and helping whenever they
could.
Anne volunteered at her local church and at Good Shepherd, cooking and serving hot meals for people
in need.
She eventually retired her apron at 98.
She was their oldest volunteer, says Nancy warmly. Shes a very inspiring woman that has done so
much for others.

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-moreHome is where the heart is

Edward passed away several years ago but Anne is still living in the same home they made for
themselves 65-years-ago. Shes grateful that she can stay home with the help of VON and other
healthcare workers. And, although she spends more time indoors now, she is surrounded by the loving
memories hanging on each wall.
Her son and his family visit her often, sometimes taking her to Buffalo to shop and eat at her favourite
restaurant, the Cracker Barrel.
On the days they cant visit, Anne looks forward to her time with Nancy.
So I will see you again next week, says Nancy, clasping Annes hands.
Yes, visit soon, she says with a smile.
For more information on services or to volunteer, visit www.von.ca.

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Anne blowing out the candles at her 98 th birthday.

(Scott Gardner/Metroland News Services)

-30-

Appendix G: Sample

Radio PSAs

Title: VON awareness

Client/Sponsor: Victorian Order or Nurses
Length: 30 seconds
Air Dates: March 20-27, 2016

SFX: Ambient sound in an elder care center

ANNCR:
ANNCR V/O:

SFX: Ambient sound continues, people having

a good time fades in slightly louder

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Client/Sponsor: Victorian order or nurses

Promotion
Length: 30 seconds
Air Dates: March 20-27, 2016

SFX: Soft piano melody plays in background

DID YOU KNOW VON CANADA IS

CANADAS ONLY NATIONAL NOT-FOR-

ANNCR V/O:

PROFIT CHARITABLE HOME AND

COMMUNITY CARE ORGANIZATION?

FOR MORE THAN 115 YEARS, OUR

NURSES, THERAPISTS AND OTHER
HEALTH CARE PROVIDERS HAVE CARED
FOR CANADIANS IN THEIR OWN HOMES.
BUT UNFORTUNATELY FOR US WE ARE
A WELL-KEPT SECRET. HELP SPREAD
THE WORD.VISIT W-W-W.V-O-N.C-A OR
CALL TOLL-FREE: 1-8-8-8-8-6-6-2-2-7-3 TO
LEARN MORE AND GET INVOLVED.

Title: V.O.N Volunteers

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THE BACK BONE OF THE VICTORIAN

ORDER OF NURSES AND WE CAN USE
ALL THE HELP WE CAN GET. IF YOU
WOULD LIKE TO VOLUNTEER OR HAVE
ANY QUESTIONS, WE ENCOURAGE YOU
DID YOU KNOW THAT THE NEED FOR
TO GET IN TOUCH WITH US BY VISITING
ELDER CARE IS GROWING ALL THE
W-W-W.V-O-N.C-A OR CALL TOLL-FREE: 1TIME? THE VICTORIAN ORDER OF
8-8-8-8-6-6-2-2-7-3 TO LEARN MORE AND
NURSES SEES THIS NEED AND IS
GET INVOLVED.
TRYING TO FILL IT. VOLUNTEERS ARE

Appendix H: Sample Media Release

FOR IMMEDIATE RELEASE
Contact: Elisabeth Kolenko
Phone: (905) 522 0053 ext. 2276
elisabeth.kolenko.von.ca
VON Meals Re-launches Meals On Wheels
Hamilton, Ont. April 25, 2016 The Victorian Order of Nurses (VON) has re-launched its Meals on
Wheels program with the announcement of their new kitchen. The service will be available starting
May 1, 2016.
Meals on Wheels, which services the city of Hamilton, including: Ancaster, Dundas,
Flamborough, Glanbrook, Hamilton and Stoney Creek, supply seniors and persons with disabilities
with convenient and nutritional meals. Costing around six dollars for one individual meal, Meals on
Wheels guarantees affordability, providing options for either hot or frozen meals.

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Were so excited to re-launch the Meals on Wheels program. We serve hundreds of clients
within the community daily, and this relaunch will allow us to reach more people while still providing
delicious meals, says Elisabeth Kolenko, VONs coordinator of volunteers.
VONs re-launch includes the addition of three new stoves, and four new freezers to allow for a
larger production to serve an aging population.
Meals on Wheels operates every Monday to Friday, from 8:30 a.m. to 4:30 p.m. For more
information about Meals on Wheels please contact Emily Burchmore at 905-523-1055 extension 409
or emily.burchmore@von.ca.
The Victorian Order of Nurses (VON) is a not for profit healthcare organization providing communities
with services to help those in need. For more than 115 years, their nurses, therapists, and other health
care providers have cared for Canadians in their own homes.

-30FOR FICTIONAL PURPOSES ONLY

Appendix I: Sample Media Advisory

MEDIA ADVISORY
Attention: Editors/Producers/Reporters
November 23, 2015

Succinct headline goes here

The opening paragraph, written in 12 point font, can be one or two sentences long and should provide
enough information to peak the interest of media, but not to give complete details about the event or
the announcement. The 5 Ws and H follow the opening paragraph, usually using a slightly larger font
size (13, 14).

WHO:

Name of organization(s) hosting the event and key-note or guest speakers

WHAT:

Brief announcement or event information

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WHERE:

WHEN:
WHY:

Name of facility where the event is being held, room

location, address and directions
Date and time written in CP Style e.g. Tues, Nov. 24, 2015 10 a.m.
Brief explanation describing why the announcement is being made or the event
is being held

HOW: Not always necessary but can mention how the announcement/event can benefit
stakeholders
MEDIA OPPORTUNITIES: Include if special arrangements are being made for media to
interview spokespersons or key note speakers
-30Media Contact:
Your Name
Your title
Your company name
Your phone number
Your e-mail address

Appendix J: Sample Place Mat

36

37

Appendix K: Grocery Store List

9) FreshCo
1565 Barton St. East
Hamilton, ON
(905) 545 5826

10)Giorgios No Frills
1124 Main St. East
Hamilton, ON
1 (866) 987-6453

11) Wholesale Club

2255 Barton St. East
Hamilton, ON
(905) 561-4502

12)Fortinos
1550 Upper James St.
Hamilton, ON
(905) 383-9700

13) Metro
751 Upper James St.
Hamilton, ON
(905) 575-5545

14)Sobeys
977 Golf Links Rd.
Ancaster, ON
(905) 648-3534

15)Fortinos
54 Wilson St. West
Hamilton, ON
(905) 304-5740
16) Food Basics
724 Mohawk Rd E.
Hamilton, ON
(905) 575-1113

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