Introduction

Inthiscampaignbook,youwillfindGroup2ssuggestionsandproposalsforAACORN
Farmtobetterreachitstargetaudienceandbringawarenesstothecommunityaboutits
organization.ThegoalofthiscampaignistoraiseawarenessforAACORNFarmandincrease
theamountofparticipantsandvolunteersfortheorganization.
WehavefoundtwoimportantkeypublicsforAACORNFarmtofocustheircommunity
awarenessandcampaigneffortson.Afterconductingresearchonthecommunityandtheoverall
awarenessofAACORNFarm,wehavedecidedtodirectoureffortstofamiliesinSouthwest
MichiganwhohaveafamilymemberwithautismandschoolsintheSouthwestMichiganarea
whohavespecialeducationprograms.Wechosethesetargetaudiencesbecausewefound
familieswithamemberwithautisminthemostinneedofbeingeducatedaboutAACORN
Farm.WealsofoundschoolsintheSouthwestMichiganareathathavespecialeducation
programslacktheknowledgeaboutAACORNFarmandtheprogramsitoffers.
WehaveprovidedAACORNFarmwithourresearchfindingsthroughoutthiscampaign
booktosupportourideasonhowtogeneratemoreawarenessinthecommunity.Therearethree
eventscreatedtoraiseawarenessinthecommunityaswellastogaindonationsandparticipants
fortheprogram.Wehavealsocreatedpressreleases,newslettersandflierstobedispersed
locallythroughmultiplenewsoutlets.

ForewordandAcknowledgments

TheAACORNFarmcampaignplanwasconductedbystudentsinthePublicRelations

andProgramDevelopmentcourseatWesternMichiganUniversityduringthe2014fallsemester.

ParticipantsofGroupTwoareAccountExecutiveLizRaglin,AssistantAccountExecutive
AbigalWinters,CreativeDirectorShannonOSullivan,MediaDirectorGarrettBeaman,and
BudgetAnalystKerryTraskos.
ThecampaignprojectwasundertakenaspartoftheCOM4500coursewiththepurpose
ofdevelopingpublicrelationsskillsforthestudents,aswellastohelpAACORNFarmwithits
needsofbringingawarenesstotheSouthwestMichigancommunityaboutitsorganizationand
increaseparticipationwithintheorganization.
Thisplanwasdevelopedasaresultofateachingexerciseandsimulationsandnotdone
directlyfortheclient,butasapracticalapplicationofteachingmethods.AACORNFarmis
welcometousetheinformationandplanenclosed,buttheimplementationoftheplanisupto
thesolediscretionofAACORNFarm.

TableofContents
Introduction..1
ForwardandAcknowledgements2
TableofContents.3
ExecutiveSummary.4
SituationAnalysis6

ClientBackground...6

AnalysisofProblem...7

ProfileofTargetPublics.8

CampaignDesignandImplementation.....12
CampaignPlan.......12

KeyMessages12

GoalsandObjectives.....12

StrategiesandTactics....13

Scheduleandudgets.......18

KalamazooFarmersMarket.........18

FarmtoTableEvent.....18
InformationalNight..19

EvaluationPlan.....20
Conclusion24
Appendix..25
References52

Conclusion

AACORNFarmseekstoincreaseawarenessandparticipationwithintheorganization.
Thecampaignfocusesontwotargetaudiences:familiesinSouthwestMichiganwhohavea
familymemberwithautism,andschoolsintheSouthwestMichiganareawhohavespecial
educationprograms.Thegoalsofthecampaignwillbecompletedthroughattendanceatthe
KalamazooFarmers'Market,havinganInformationalNightandcreatingtheFarmtoTable
event.TheKalamazooFarmers'Marketwillprovideanoutl
ExecutiveSummary
Thispublicrelationscampaignisintendedtoraiseawarenessofthenonprofit

organization,AACORNFarm,inSouthwestMichigan.AACORNFarmprovidesavocational
programforadultswithAutismSpectrumDisorder(ASD).Throughfurtheredawarenessof
AACORNFarmsprogram,itwillbeabletoincreasethenumberofparticipantsinvolved,as
wellasadditionalfunds.
Therearetwotargetpublicsthathavepotentialtogainthemostthroughthiscampaign
schoolsinSouthwestMichiganthatofferspecialeducationprogramsandfamilymembersof
childrenoryoungadultswithASDinSouthwestMichigan.Bothpublicswillbetargetedthrough
threeoutreachevents.
Thefirsteventisaninformationalnightforthespecialeducationprogramsaffiliatedwith
KalamazooPublicHighSchools.Thisisgearedspecificallytowardthefamiliesofstudentswith
ASD.AtthiseventparentsandfamilieswillhaveanopportunitytolearnaboutAACORNFarm
anditsprogramingreaterdetail.AACORNFarmwillalsobeabletoaskquestionsandmake
connectionswithAACORNFarmaffiliatesthatattendtheevent.AnRSVPsheetwillbefilled

outattheeventsoAACORNFarmisabletracktheattendanceandfollowupwiththeattendees
(seeAppendixN).InformationaboutAACORNFarmsothertwoeventswillbeannouncedat
theconclusionofthemeeting.
ThesecondeventAACORNFarmwillparticipateinclassifiesasanongoingawareness
andfundraisingeffortAACORNFarmwillbeavendoratthe2015KalamazooFarmers
Market.TheKalamazooFarmersMarket,locatedinDowntownKalamazoo,runsfromlateMay
toNovember.ThroughtheFarmersMarket,AACORNFarmwillsellhomemade/homegrown
productswhilealsopromotingitsprogram.SincetheFarmersMarketisaweeklyevent,
AACORNFarmspresencewillcreaterepeatexposurefortheorganizationscauseandits
products.
ThefinaleventisafarmtotableeventhostedbyAACORNFarm.Thefarmtotable
eventissimilartoaFarmers'Marketinthatitisanoutdoorgatheringwhereavarietyofvendors
bringhomemade/homegrowngoodsandproductstodistribute.Theeventwillbeheldat
AACORNFarmslocationinKalamazooandadmissionisopentothepublic.Thevendorswill
besolidifiedthroughconnectionsmadeattheKalamazooFarmers'MarketandAACORNFarm
affiliates.ThiseventwillactasapromotionalandfundraisingeffortforAACORNFarms
program.
TheevaluationofthispublicrelationsplanwillbeconductedafterthefinalKalamazoo
Farmers'MarketAACORNFarmparticipatesinconcludeslateNovember.Theoverallsuccess
ofthecampaignwillbegagedbytheenrollmentofnewprogramparticipantsandtheoverall
communityawarenessofAACORNFarm.

SituationAnalysis
ClientBackground
AdultAgriculturalCommunityOptionforResidentialNeeds,orAACORNFarm,was
establishedin2011,inKalamazoo,Mich.,bytheparentsofchildrenwithAutismSpectrum
Disorder(ASD).Theorganizationwascreatedtocombineagriculturalexperienceswith
therapeuticfarmactivitiesforadults,ages18andupwithASD.
AACORNFarmsmissionisto
expandvocationalandresidentialoptionsforadultswithautismorrelateddisabilitiesina
supportiveagriculturalcommunity.Itholdssevencorevalueswhichrelatetorespectand
equalityamongindividuals,meaningfulcontributionsduringworkandleisure,andsupport
amongresidentsandtheirfamiliesandfriends.
AACORNFarmisanonprofitorganizationwith
anappointedboardofdirectors.In2013itobtained501(c)3nonprofittaxexemptstatus.
PreviouscommunitysupportofAACORNFarmincludetheDorothyU.Dalton
FoundationGrantin2014,whichsupportedthesetupofahoophousetostoregardenandhouse
equipment.ItpartneredwithAdultswithAutism,agroupoforganizationsthatpromote
employmentthroughagricultureforadultswithautism.
AACORNFarmcurrentlylacksapermanentfarm.ItofferedsummercoursesinScotts,
Mich.atTillersInternational,butthenmovedtoLakeVillageHomesteadinKalamazooCounty
afterthesummerof2013.LakeVillageHomesteadisanonprofitcommunityfarmwhere
anyonecanapplytoliveinexchangeforwork.LakeVillageHomesteadallowsAACORNFarm
touseitspropertyfor$650amonth.
AccordingtoanarticlebyWMUK,AACORNFarm
estimatestheneedfor$3milliontomovefromLakesideVillageHomesteadtoamoredesirable
propertyinKalamazoo(Evans,2013).

Currently,AACORNFarmonlyoffersdayprograms.Theclassescost$50fortwoanda
halfhours.
Theprogramisofferedfourdaysaweek,withanaverageof17participants.
CompetitorsofA
ACORN
Farmareotherfarmprogramsandlearningcentersthatwork
withadultswithASD.TwofarmsexistlikeA
ACORN
FarmwithinMichigan,butthefarmsare
notinthesouthwestregion.ThefarmsarelocatedinSt.Clair,Mich.andRochester,Mich.
Anothercompetitor,GreatLakesCenterforAutismTreatmentandResearch,isatransition
homethatcosts$765perdayor$279,225peryear.Itdoesnotacceptprivateinsurances.
A
ACORN
Farmwantstokeepitsprogramasinexpensiveaspossible.Itoffersapartial
scholarshipforparticipantsdemonstratingfinancialneed.

A
ACORN
Farmfacessomecommunicationandpublicrelationsissuesthataffecttheir

goalofincreasedawarenessfortheorganization.ItsFacebookaccount,
www.facebook.com/www.AacornFarm.org,isperiodically.WhenAACORNFarmdoespost,it
failstorespondtofollowerscomments.Themostengagedinsightsonthepageareadultsages
45to54inKalamazoo,mostlikelyparentsofyoungadultswithautism.Ithostsablogonthe
website,butitisnotupdatedregularly.Toincreaseawareness,AACORNFarmmustincrease
theirsocialmediapresence.

AnalysisofProblems
ProblemStatement:AACORNFarmneedstoraiseawarenessfortheiradultautismprogramin
SouthwestMichigan,withinthenextyear,toprovideassistancetoadultslivingwithautism.
AACORNFarmneedsadevelopedtargetmarketandeventplanstoraiseawarenessand
fundsfortheiradultautismprogram.AACORNFarmspasteventinvolvementislimited.Ithas

attendedafewASDrelatedeventsinthepast.Attheseeventsnoimplementationoftracking
measuretheoverallmarketingeffortsuccess.Atargetmarketwillhelpcreateamoreprecise
marketingplantoraiseawareness.AACORNFarmhasnotheldanyindependenteventsor
fundraisingeventstodate.

Thelackofatargetmarket,laidoutfundraisingtactics,andalackofeventstoraise

awarenesshasbeendirectlyaffectingAACORNFarmscommunicationinternallyand
externally.

ProfileofTargetPublics
OverallwearetargetingSouthwestMichigantoraiseawarenessforAACORNFarm.Within
SouthwestMichigan,wehavefoundtwosubpopulationsinwhichwearetargeting:
SchoolsinSouthwestMichiganthatofferspecialeducationprograms.
FamilymembersofchildrenandyoungadultswithautisminSouthwestMichigan.
SchoolsinSouthwestMichiganthatofferspecialeducationprograms:
TheteamhasidentifiedtwooverallservicesinSouthwestMichiganthatofferspecialeducation
programs.
ThiscampaigntargetsprogramsintheKalamazooareathatofferspecialeducationprograms:
SpecialeducationprogramsinKalamazooPublicSchools
KRESAYoungAdultProgram
Thistargetpublicisessentialtothecampaignbecauseitincludesstaffmembersofthe
schoolsandfamilymembersthathavechildrenattendingtheseprograms.Toraiseawareness
oftheprogrambeingofferedatAACORNFarm,itisimportanttomakesuretheprograms

facultymembersareeducatedonthesubjectandcanrelaytheinformationtoothers.Faculty
memberscanpreparethesestudentsforlifeaftergraduationandthetransitionstheywillmaketo
AACORNFarm.Familymembersofstudentsintheseprogramsneedtobeawareofallthe
optionsfortheirchildorsibling.Byeducatingfamilymembers,theycanraiseawarenessfor
AACORNFarm.

SpecialEducationprogramsinKalamazooarecrucialtotarget.Whenthestudents

graduatetheschooloraretoooldtocontinueattendingtheyoftendonotknowwhatoptionsare
availabletocontinueeducation.Havingaworkingrelationshipwiththeschoolswillensurethat
informationaboutAACORNFarmwillbedispersedtofamiliesandstudentsinterestedin
furtheringtheireducationaftertheycompletetheschoolsprograms.TheKRESAYoungAdult
Programhasanenrollmentof74students.Theyareimportanttotargetbecausetheyarealready
activeoutsideofKalamazooPublicSchoolsandmaybeinterestedinotherprogramsand
opportunities.58%ofthespendingfortheprogramgoestowardssupportiveservices
(KalamazooRESA,2014).Thisshowsthattheprogramwelcomescollaborationwithservices
outsideoftheprogram.

Tosuccessfullyreachthistargetpublicthebestapproachtoraiseawarenessabout

AACORNFarmistosetupameetingwiththeschoolsadministrativeboardandfaculty
membersofthespecialeducationdepartments.Inthismeeting,arepresentativefromAACORN
FARMwilleducatetheschoolsabouttheorganizationandhowworkingtogethercanhelp
individualsprepareforthenexttransitionintheirlives.Withtheschool'spermission,an
InformationalNightwillbeheldonschoolgroundsforfamilymembersofindividualsinthe
specialeducationprogram.Familymemberscancomeandlearnabouttheprogramsandthe

overallbenefitsbeingofferedatAACORNFarm.Familymembersandfacultywillbe
encouragedtofollowAACORNFarmonFacebookasameansofkeepingcommunicationgoing
andtokeepupdatedoncurrentnews.Theywillalsobeencouragedtosharetheirknowledgeof
AACORNFarmwithotherfamilymembersorfriendsaffectedbyautism.
FamilymembersofchildrenandyoungadultswithautisminSouthwestMichigan
TheteamhasidentifiedfamilymembersofchildrenandyoungadultswithautisminSouthwest
Michiganasatargetpublic.Group2chosethiskeytargetbecauseitisessentialtothesuccessof
raisingawarenessandgainingmoreparticipantsfortheprogram.Bothfamilymemberswhoare
awareoftheAACORNFarmprogramandfamilymemberswhoareunawareoftheprogramwill
beaffectedbyraisingawareness.
FamilymemberswhoareawareoftheprogramthathavelikedtheAACORNFarm
FacebookpageandfollowtheAACORNFarmblogareanimportantresourcetoeducatefamily
memberswhoareunawareoftheprogram.Theycansharepostsandusewordofmouthtactics
tospreadawarenessoftheorganization.Beforethefamilymemberswhoareunawareofthe
programareeducatedtheteamneedstotargetandeducatethefamilymemberswhoareawareof
theprogram.Familymemberswhoareawareoftheprogramhavetheopportunitytosharetheir
knowledgeifgiventhecorrectresourcesbyAACORNFarm.Ifthefacebookpageandblogare
updatedfrequentlythefamilymemberswillhaveawayofsharingthisinformationtoournext
keypublic.Toencouragethiswordofmouth,AACORNFarmcanholdfacebookcontestsand
encouragefamilymemberstosharepoststoreachthefamilymemberswhoareunawareofthe
program.

Thefamilieswhoareunawareoftheprogramcanbereachedthroughthepreviously
statedoptionsaswellasatlocallearningcentersandsupportgroupsintheSouthwestarea.
AACORNFarmcanestablisharelationshipwiththestaffofbothsupportgroupstoensure
disseminationofinformationontheirorganization.Byreachingouttoeachkeypublic
AACORNFarmcanmoveforwardtocreateanimpactfulpresencewithbothkeypublics.
Tosuccessfullymakeanimpactandraiseawarenessforfamilymembersofchildrenor
youngadultswithautism,AACORNFarmwillhostaFarmtoTableevent.Thiseventwillbe
hostedatthefarmandwillshowcasewhathappensonadailybasis.Thiseventwillencourage
familymemberswhohavechildrenthatarelookingforpostgraduationoptionstoconsider
AACORNFarm.Theeventmayalsodirectlyaffectpossibledonorsfromeachkeypublic
identifiedtoraiseawarenessandincreaseparticipation.

CampaignDesignandImplementation
TheCampaignPlan
CampaignTheme:Bringinggrowthtothetable.

KeyMessages
FamilymembersofyoungadultswithautisminSouthwestMichigan
AACORNFarmprovidesavocationalprogramforadultswithautismtotransitioninto
adulthood.
Participantsreachtheirpotentialthroughpurposefulagriculturalworkandmeaningful
interactions.
Participantsgetasenseoftheimportanceofthecircleoflifeandfosterprideintheir
accomplishments.
SchoolsinSouthwestMichiganwithspecialeducationprograms
AACORNFarmprovidesvocationalresourcesafterstudentshavecompletedtheschool
programs.
AACORNFarmswantstoworktogetherwithschoolstoensurethatstudentshaveabetter
futurepostgraduation
Itisagoodresourceforwherefamiliescangoiftheyseekalternativeprograms
afterstudentsfinishatschool

GoalsandObjectives
CampaignGoal:RaiseawarenessandincreaseparticipantsandvolunteersforAACORNFarm.

 Researchcommunityawareness.
BuildaworkingrelationshipwithtwoschoolsorprogramsinSouthwestMichiganand
measurethedisseminationofAACORNFarminformationtoparentsorguardianswith
childrenwithASDthreemonthsafterthecampaignbegins.
IncreasethenumberoflikesontheAACORNFarmsFacebookpageby25percentbythree
monthsafterthecampaignbegins.

StrategiesandTactics
Socialmedia
Objective:IncreasethenumberoflikesontheAACORNFarmsFacebookpageby25percent
bythreemonthsafterthecampaignbegins.
Tactic#1:
Facebook:
Toincreaselikes,AACORNFarmneedstoincreasetheirsocialmediapresenceonFacebook.It
postsoneortwotimesaweek.Itneedstopostatleastthreetimesaweekaboutdifferenttopics.
Atleastonepostaweekshouldencourageparticipationbyaskingquestions.Whenlikers
commentonthepostitwillshowupontheirfriendsFacebooknewsfeed.Morepeoplewillsee
thepageforAACORNFarm,generatingawareness.Otherpostsshouldincludepicturesofthe
participantscreatingthingstoillustratewhatparticipantsatAACORNFarmdoandhowmuch
enjoymenttheygetoutofit.AACORNFarmcanalsogeneratemoreawarenessbyusingthe
boostfeatureonFacebook.Thefeatureallowspagestobuyviews.Theboostfeaturewillbeused
whenAACORNFarmreleasesinformationaboutupcomingevents,suchastheInformational

NightandFarmtoTableevent.Facebookanalyticswillbeusedtomeasurethepercentageof
increasedlikesforthepagewithinthethreemonths.
FamilymembersofyoungadultswithautisminSouthwestMichigan
Objective:ToincreasetheexposureofAACORNFarmanditsprogram.
Tactic#1:
KalamazooFarmersMarket:
ToraisefurtherawarenessofAACORNFarmwithintheKalamazooCommunityandSouthwest
Michigan,thedevelopmentofcollaborativerelationshipsandnetworkingisvital.Togrow
AACORNFarmsprofessionalcontactlist,aswellastocreatefurtherexposureinthe
Kalamazoocommunity,AACORNFarmwillbegintoparticipateintheKalamazooFarmers
Market.TheKalamazooFarmers'Marketallowsforlocalagriculturalbusinessestosellgoods
andinteractwithresidentsinthearea.ItislocatedpastdowntownKalamazooonBankStreet
andrunsfromMaytoNovembereachyear.Thereareafewboothoptions,threedifferentsizes
andtheoptiontorentdailyorseasonally,howeverthesmallestboothfortheseasonwouldbethe
mostcosteffectiveandimpactfulforAACORNFarmsimage.Forthe2014season,a10x10
boothwithatableandparkingspacecosts$450,whichbreaksdownto$13.33perSaturday
market(seeAppendixJ).Theapplicationforthe2015seasonisnotavailableyetbutthe
applicationdeadlinewillfallnearlastyears,towardtheendofApril.
Theprojectedgoalformoneygeneratedonthefirstdayisseventyfivedollarsifthegoats
milksoapisbeingsoldfor5dollars.IfthisisthecaseAACORNFarmwillgainthereturnon
investmentafter4to6workingdaysofthefarmersmarket.
AACORNFarmspresenceattheKalamazooFarmers'Marketeachweekwillcreate
repeatexposure,whichwillthencreaterepeatbusinessandawarenessofAACORNFarms

programandcause.AACORNFarmaffiliateswillalsohavetheabilitytonetworkwithother
vendorsandbegintodevelopprofessionalrelationships,whichwillhavetheabilitytoleadto
collaborations.VolunteerswillbenecessarytoruntheFarmers'Marketboothandadministrative
personnelwillneedtosolidifywhichproductswillbesoldattheFarmers'Market.
Tactic#2:
FarmtoTableEvent:
AACORNFarmwillhostaFarmtoTableEventintheFallof2015.AFarmtoTableeventis
similartoaFarmers'Marketexpectitisaonetimeeventgearedtowardsupportingaspecific
causeororganization.AACORNFarmwillhostitsownFarmtoTableeventwiththeintention
ofincreasingtheexposureofitsprogram.
ThiseventisprojectedtotakeplaceinSeptemberatLakeVillageHomestead.
AACORNFarmwillusetheyearleadinguptothiseventtogaincommunityawarenessand
increaseparticipantstoensuretheeventwillbesuccessfulandwellattended.Internally,
AACORNFarmadministratorswillhavetosolidifyaspecificdate,location,andvendorsforthe
event.BetweenthecontactsmadeattheKalamazooFarmers'Marketandreferencesuggestions
fromprogramaffiliates,therewillbeavarietyoflocalvendorsattheevent.Toparticipate,each
vendorwillpayanadmissionfeeof$30tosetupshopandsellgoods.Posterswillbeproduced
andhungatgrocerystoressuchasCostco,WalMart,Meijer,andHardingsaroundKalamazoo
announcingtheFarmtoTableevent(seeAppendicesFandS).Theprojectedattendancegoals
forthiseventwillbe10tofifteenvendorsparticipatingandthirtytofortyfivepotentialdonors
andoutsideprogrampatronsinattendance.

Tactic#3:
PressReleasesandFliers
FortheFarmtoTableevent,theaudiencewillhavetobeeducatedabouttheeventandreminded
frequentlybeforeitbegins.Severalpressreleaseswillbereleasedabouttheevent.Apress
releasewillbewrittenaboutAACORNFarmfortheaudiencetogainknowledgeabouttheir
programandwhytheyshouldbeawareofit(seeAppendixA).Anadditionalpressreleasewill
bereleasedtwoweeksbeforetheFarmtoTableeventannouncingtheevent,explainingwhatthe
eventisandwhereitwillbelocated(seeAppendixB).Athirdpressreleasewillbewrittenafter
theeventtoreviewitandannounceoverallimpactandsuccess.Postswillalsobemadetothe
AACORNFarmsocialmediapageonFacebookannouncingtheeventperiodicallythreemonths
priortotheeventpostswillalsobemadeaweekbefore,threedaysbefore,andthedayofthe
event(seeAppendixE).FliersadvertisingtheeventswillbedistributedattheFarmersMarket
stall(seeAppendixC).AACORNwillpromotewiththefliersatthefarmersmarketonthe
weekends.Therewillbeawelldevelopedtimelinetobeginplanningfortheeventbeginning
February2015.

SchoolsinSouthwestMichiganwithspecialeducationprograms
Objective:TobuildaworkingrelationshipwithtwoschoolsorprogramsinSouthwestMichigan
andmeasurethedisseminationofAACORNFarminformationtoparentsorguardianswith
childrenwithASD,threemonthsafterthecampaignbegins.
Tactic#1:
Surveys
TheteamconductedasurveyforthepublicoffamilyandfriendsofyoungadultswithASD.The
surveywaspostedtotheAACORNFarmFacebookpagebyKimNelson(SeeAppendixQ).The

surveysoughttofindouthowmembersfoundAACORNFarmandtheiraffiliationtothe
organization.Thisinformationwillhelpguidecommunicationwithpublicsforthiscampaign
andtheAACORNFarmteamsfutureworks.Theresultsshowedthatpeopleheardabout
AACORNFarmthroughwordofmouthandspecialeducationprograms.Supporterslikehow
AACORNFarmisuniquebyusingfarmingtoprovidetherapyforparticipants.Supporters
indicatedthatAACORNFarmneedsmorespacefortheprogramtobeabletoprovideformore
participantsandthatAACORNFarmoverallneedstoincreasetheirpublicrelationstacticsto
gainmoresupportfortheprogram.

Tactic#2:
InformationNight:
AACORNFarmwillholdinformationalmeetingsatKalamazooPublicHighSchooland
KalamazooRESAsYoungAdultProgram.Themeetingswillhelptodevelopandsolidifya
relationshipwiththeschoolandRESAtoensurethatstudentshaveresourcesonwheretheycan
goduringthesummerandpostgraduation.
Thefirststepforthistacticwillbetosetuptwoseparatemeetingswitheachschoolto
speaktoafewofthefacultymembersaboutwhatAACORNdoesandwhytheyshouldget
involvedwiththeprogram.AfterthepresentationAACORNwillpresenttheideaofthe
informationnightandwhyitisimperativeforthesuccessoftheirstudentsandparentsofthe
studentstobecomeparticipantsoftheAACORNprogrampostgraduation.Theinformation
nightwillbehostedatoneofthetwoschoolswheretheywillinviteparentsofstudentsthathave
ASDfrombothschools.

AwarenessfortheeventwillbecreatedthroughAACORNFarmFacebookpostsanda
newsletterfortheschoolandRESAtodistributetoparentsaswellasanRSVPtotrack
expectancyofattendance(seeAppendixPandN).BoardandstaffmembersofAACORNFarm
willgiveapresentationtotheattendeesaboutwhattheprogramisaboutandhowandwhythey
shouldbecomeinvolved.Snacksanddrinkswillbeofferedbeforeandafterthepresentationso
thatparentscanminglewiththeAACORNFarmmembersineffortstocreatestronger
relationshipswithinthecommunity.
Theprojectedattendancegoalfortheinformationnightisthirtytofortyfiveparentsand
facultyfrombothschoolsselected.

ScheduleandBudget
Farmers'Market
Item

NumberofItems

TotalCost

Source

BoothRental

$450.00

4X10ftBanner

$32.46

BannersOnTheCheap.com

Miscellaneous

$50.00

TotalCost

$532.46

FarmtoTable
Item

NumberofItems

TotalCost

Source

Tables

$49

A1Mich.com

Chairs

50

$50

A1Mich.com

Posters

50

$239.99

VistaPrint.com

Fliers

250

$57.49

VistaPrint.com

FacebookPromotion $5adayfor7days

$35.00

Facebook.com

ShirtsforVolunteers

15

$153.00

CustomInk.com

Miscellaneous

$300

TotalCost

$894.48

InformationalNight
Item

NumberofItems

TotalCost

Source

Fliers

100

$39.99

VistaPrint.com

Posters

10

$57.49

VistaPrint.com

Pizza

$25

LittleCaesar's

2LiterBottlesofPop

$11.94

Meijer

12PackofWaterBottles

$5.26

Meijer

VarietyPackofChips

$11.96

Meijer

TotalCost

$151.64

Thecostofthethreeeventstotalat$1578.58.Therearetwoareasinwhichtherewillbeareturn
oninvestment:theFarmtoTableeventandtheFarmers'Market.TheFarmtoTableeventwill
befreetoattendeeswithanoptiontoprovideadonation.Therewillbe10to15vendorsatthe
event.Vendorswillbecharged$30tosetupaboothattheFarmtoTableevent.Thiswill
generate$300to$450backtoAACORNFarm,dependingonhowmanyvendorsparticipate.
TheFarmers'MarketwillgeneraterevenueforAACORNFarm,aswell.Goodswillbesoldfor
anaverageof$5each.ItisexpectedthatAACORNFarmwillsellatleastthreeitemsanhour.
Theeventisfrom7a.m.to2p.m.Thisleadsto$75perSaturday.Ifvolunteersattendsixevents,
thepriceoftheboothwillbepaidfor.TheFarmers'MarketrunsfromMay2toNovember21so
thereare30daysthattheycanattendwhichcouldgenerate$2250ifthestallmeetsexpectations.

EvaluationPlan
Thefollowingevaluationplanwillevaluateoverthecourseofthecampaignmonths,March
2015toNovember2015.Multiplevariableswillaccountfortheoverallsuccessofthe
campaign.Thefollowingevaluationplanislaidoutinnumericalorderbythedatesthe
evaluationshouldbecompleted.

1.Thefirsttasktobeevaluatedwillbethenumberofmediaoutletsthatpickupthefirstpress
releaseinMarch2015thiswillbemeasuredbytheamountofmediaoutletsthatrelease
informationforgeneralinformationonAACORNFarm.
2.Thesecondevaluationwillbetheinitialacceptanceoftheschoolsfortheinformationnight.
ThiswillbeevaluatedbythedecisiontheschoolsmaketoallowAACORNFarmtohostthe
informationnightoriftheeventisdeclined.

3.AfterthefirstsetofemailsaresentoutonMarch24
fortheinformationnight,doesAACORN

experiencemorefrequentemailsandphonecallsfromparentsintheSouthwestMichiganarea
regardingtheinformationnightandprogramintothelastweekofMarch?Thiswillbeevaluated
onsitethroughoutthecampaignbykeepingaphonelogbythetelephonetotrackwhattypeof
phonecallsstartcomingin(example:donor,participant,oreventattendeeinquiry).
4.Howmanyvolunteersarewillingtohelpatthefarmersmarket?Thiswillbemeasuredwhen
askedbyApril9ofthecampaign.
5.MeasuretheamountofparentsthatRSVPtotheinformationnightsviaemailandnewsletter
repliesfromeachschool.

FinalInformationNightEvaluation:
May2015
Attheinformationnighttherewillbesomeonewelcomingguestsandhavingthemsigninwith
theiremailaddressandphonenumberstotrackthenumberofattendeesandreachouttothem
forfutureevents(example:invitetofarmersmarketandFarmtoTableevent)Thissigninsheet
willtellusifwehavereachedourgoalofattendance.Wewillalsotrackwhichschooleach

attendeeheardabouttheeventfromtoevaluatewhichschoolisthemostresponsivetothe
AACORNFarmprograms.
DidAACORNreachtheirgoalofattendance?
Afterinformationnightdidthenumberofparticipantsincreaseforsummer2015?
7.DoestheKalamazooGazetteprintthepressreleaseregardingAACORNFarmattheFarmers
MarketbyMay15?
8.May4,afterthefirstdayofthefarmersmarketwecanevaluatetheamountofmoney
generatedcomparedtothegoalwesetforthefirstday.
9.BytheendofJunehowmanyparticipantsdoesAACORNFarmhave?Hasthisnumbergone
upfromdayoneofthecampaign?
10.HowmanyvendorssignedupforFarmToTableEventbyJuly18incomparisontothe
initialgoalset?

FinalFarmToTableEventevaluation:
OCTOBER2015
Numberofvendorsinattendance
Numberoffamiliesthatattend
Numberofpotentialdonors
Amountofdonationsgeneratedfromevent

FinalFarmersMarketEvaluation:
November2015

 DidAACORNFarmgainanydonorsfromplacingaboothattheFarmersMarket?
DidAACORNFarmgainanyparticipantsfromplacingaboothattheFarmersMarket?
HowmuchmoneydidAACORNmakeperFarmersMarket?
DidtheparticipantsvolunteerattheFarmersMarkets?Ifsowasthisbeneficialfortheir
growth?
Howmuchlargerhastheemail/mailinglistgrownsincethefirstFarmersMarket?

FinalCampaignEvaluationPlan:
November2015
ShouldbecompletedaftertheFarmersMarkethasconcludedfortheyear:
DidtheoverallawarenessofAACORNFarmandwhatitdoestoincreaseintheSouthwest
Michiganarea?AACORNwillevaluatethisthesamewaytheinitialevaluationwas
completed.Wewillsendoutafinalsurveyviaemail/mail/andsocialmedia(SeeAppendix
Q).
OverthecourseofthecampaignmonthsdidAACORNFarmgainanymoreparticipants?
OverthecourseofthecampaignmonthsdidAACORNFarmgainanymoredonors?
HowmuchmoreattentiononFacebookisAACORNFARMreceiving?Thiswillbe
measurableinlikes,shares,andcommentsonposts.

Conclusion

AACORNFarmseekstoincreaseawarenessandparticipationwithintheorganization.

Thecampaignfocusesontwotargetaudiences:familiesinSouthwestMichiganwhohavea
familymemberwithautism,andschoolsintheSouthwestMichiganareawhohavespecial
educationprograms.Thegoalsofthecampaignwillbecompletedthroughattendanceatthe
KalamazooFarmers'Market,havinganInformationalNightandcreatingtheFarmtoTable
event.TheKalamazooFarmers'Marketwillprovideanoutlettobringawarenessofthe
organizationtotheKalamazoocommunitywhilemakingaprofit.TheInformationalNightwill
focusbringawarenesstotheprogramsthatAACORNFarmofferstofriendsandfamiliesof
youngadultswithautismsothatyoungadultswithautismwillbemoreawareofsomeoptions
thattheyhaveaftertheyfinishtheprogramsthattheyarecurrentlypartof.TheFarmtoTable
eventwillencourageparticipationwithintheorganizationasaparticipant,volunteer,ordonor
becauseattendeeswillbeabletoseethebenefitsoftheorganizationandthegoodthatitdoesfor
participantsandthesurroundingcommunity.

Appendix
AppendixAFarmtoTablePressRelease(2monthsprior)

AppendixBFarmtoTablePressRelease(oneweekprior)

AppendixCFarmtoTableFliers

AppendixDInformationforFarmtoTableEventforVendors

AppendixEFarmtoTableSocialMediaPost

AppendixFFarmtoTablePoster

AppendixGFarmtoTableEventSign

AppendixHFarmtoTableSafetyRegulations
Properfooddistribution
Wearglovestopreventbacteriaandgermtransferwhenhandlingfoodandmoney
Stablefurnituretopreventanyattendeefromfalling
Checkallentrywaysforpotentialblockedpaths
Reviewcurrentemergencyevacuationplan
Setfirstaidkitatthesiteoftheevent(Checkintable)

AppendixIFarmersMarketBanner

AppendixJFarmersMarketInformation

AppendixKFarmersMarketSocialMediaPosts

AppendixLFarmersMarketPressRelease

AppendixMFarmtoTableVolunteerShirt

AppendixNInformationNightNewsletter

AppendixOInformationNightParentEMail
JoinusonApril25at7p.m.foraninformationalnightonAACORNFarm.AACORNFarmis
anagriculturalcommunityforyoungadultswithAutismSpectrumDisorder.Itisusingfarming
tobringfulfillmenttothelivesofparticipantsandtoteachthemimportantskillsandvaluesthat
canbeusedthroughouttheirlives.Theinformationalnightwillincludeapresentationonthe

program,ameetandgreet,andfoodanddrinks.Theeventisfreebutwillofferpriceless
information!
AppendixPInformationNightSocialMediaPost
WewillbeholdinganinformationalnightonSeptemberat7p.m.Joinustolearnaboutwhat
AACORNFarmoffers,meetthestaff,andenjoypizzaandpop!
ReminderthattheAACORNFarmInformationalNightisintwodays!Food,drinks,andgreat
companywillbeprovided!(Includepictureoftheflier)

AppendixQAACORNFarmFacebookandEMailSurvey
1.HowareyouaffiliatedwithAACORNFarm?
#

Answer

Response

13%

0%

13%

0%

38%

Volunteer

Relatedto
Program
Participant

Administrative
Personnel

Program
Participant

Community
Supporter

NotAffiliated

38%

0%

Response

25%

0%

13%

25%

13%

25%

100%

Other(please
specify)

2.HowdidyouinitiallyhearaboutAACORNFarm?
#

Answer

WordofMouth

SocialMedia

Autism
Awareness
Event

School/Special
Education
Program

Unawareof
AACORN
Farmandits
Program

Other(please
specify)

Total

Other(pleasespecify)
BoardMember
ElizabethFarner

3.HowlonghaveyoubeenaffiliatedwithAACORNFarm?
#

Answer

Response

25%

25%

0%

50%

100%

03months

36months

612
months

Morethan
12months

Total

4.WhatisyourfavoriteaspectaboutAACORNFarm?
TextResponse
Anoutoftheboxchoiceforadultswithautism
Farming
Workingsocloselywiththefarmers.
howyouoffersomethingforadultswithautism
uniqueaspectofprovidingagriculturalskytoAIDOpopulation


5.WhatsuggestionsdoyouhaveforAACORNFarmtoimproveitsprogram?
TextResponse
aacornneedsalargerspace
keepyourPRgoingtogetmoresupport

6.Whatisyourgender?
#

Answer

Response

0%

100%

100%

Male

Female

Total

7.Howoldareyou?
#

Answer

Min
Value

Max
Value

Average
Value

Standard
Deviation

Responses

Inyears

18.00

57.00

33.83

14.69

8.Wheredoyoucurrentlyreside?
#

Answer

Response

83%

17%

Kalamazoo

Portage

BattleCreek

0%

0%

0%

100%

GrandRapids

Other(please
specify)

Total

9.AreyourelatedtoanyonewithAutismSpectrumDisorder?
#

Answer

Response

17%

83%

100%

Yes

No

Total

AppendixRPublicRelationsContactInformation

References
Evans,G.(2013).ProposedfarmforadultswithautisminKalamazootakesastepforward.
WMUK.
Retrievedfrom
http://wmuk.org/post/proposedfarmadultsautismkalamazootakesstepforward
KalamzooRESASchoolDistrict.(2014).
Education.com.
Retrievedfrom
http://www.education.com/schoolfinder/us/michigan/district/kalamazooresaschooldist
rict/