SOCIAL MEDIA:

Strategic Recommendations

Jason Frost, Branden Grove, Michael Maher, Mark Meadowcroft, Diana Melnichenko, Joseph Pino, Suraj Pandya

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TABLE OF CONTENT
TABLE OF CONTENT ............................................................................................................ 3 EXECUTIVE SUMMARY ........................................................................................................ 5 THE HERO CAMPAIGN AND VILLANOVA UNIVERSITY .................................................... 7 WHAT IS THE HERO CAMPAIGN?....................................................................................... 9 PROJECT SCOPE ............................................................................................................... 10 THE HERO CAMPAIGN SWOT ANALYSIS ........................................................................ 12 BUSINESS CASE FOR SOCIAL MEDIA ............................................................................. 14 SOCIAL MEDIA STRATEGIC FRAMEWORK AND OVERVIEW ........................................ 19 STRATEGIC COMPETITIVE ANALYSIS ............................................................................. 23 SOCIAL MEDIA RECOMMENDATIONS AND IMPLEMENTATION STRATEGY .............. 28 The HERO Campaign Target Audience Profile ............................................................... 29 Content Improvement & Crowd Sourcing ........................................................................ 30 QR Codes ......................................................................................................................... 36 Wikipedia .......................................................................................................................... 37 Social Media Integration with Traditional Marketing Materials ........................................ 38 Participating in an Internship: as an Employer................................................................. 39 Measuring Social Media Performance ............................................................................. 42 The Klout Score ................................................................................................................ 43 K L O U T S T Y L E M A T R I X ..................................................................................... 44 K L O U T S T Y L E S .................................................................................................... 45 PILOT CAMPAIGN ............................................................................................................... 47 Holiday HERO Social Media Pilot Campaign: Details ..................................................... 47 Holiday HERO Social Media Pilot Campaign: Results & Analysis .................................. 48 Facebook Ads: Overview & Results............................................................................. 50 Facebook Ads: Insights Overview................................................................................ 50 Facebook Ads: Insights Demographics........................................................................ 51

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Facebook Ads: Insights Interactions ............................................................................ 51 Facebook Screenshot: 11/16/11 .................................................................................. 52 Facebook Screenshot: 11/24/11 .................................................................................. 52 Facebook Screenshot: 12/3/11 .................................................................................... 53 Twitter Trends .............................................................................................................. 54 Klout Score Dynamics .................................................................................................. 55 SOURCES ............................................................................................................................ 56 APPENDIX............................................................................................................................ 57 More about the HERO Campaign: Organizational Structure ........................................... 57 Internship Posting Sample: Digital Marketing and Social Media Manager ...................... 60 Twitter Campaign Initiative ............................................................................................... 61 Social Media Checklist / Ideas ......................................................................................... 63 Twitter Tips ....................................................................................................................... 65 Facebook Tips .................................................................................................................. 69 YouTube ....................................................................................................................... 75 WIKIPEDIA SAMPLE PAGE: THE HERO CAMPAIGN FOR DESIGNATED DRIVERS 78 History and Tragedy ..................................................................................................... 78 Origin of the Name ....................................................................................................... 79 Mission ......................................................................................................................... 79 Enacting Johns Law .................................................................................................... 80 Character Development ............................................................................................... 81 Goals and Programs .................................................................................................... 82 How to be a HERO....................................................................................................... 82 Events........................................................................................................................... 83 LINKS ........................................................................................................................... 83 PROJECT GROUP............................................................................................................... 84

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EXECUTIVE SUMMARY
The opportunity to work with a non-profit is a task that we do not take lightly. When our consulting group sat down to decide which organization we would select, two of our members were familiar with the HERO Campaign and proposed them as an option. As it turned out, all of our members uniquely related to the cause and were ecstatic about the project. Fortunately for us, the HERO Campaigns Executive Director, Mr. Bill Elliott, welcomed the opportunity and provided us with all of the information and tools we needed for a successful engagement. Initial meetings with our client revealed an array of initiatives and challenges that the HERO Campaign was looking for help with. The positive message and sound execution of spreading the HERO Campaign message has generated a lot of buzz, and as a 501 (3) nonprofit organization with a small staff the primary challenge faced by the HERO Campaign was a lack of time and people resources to get everything accomplished. In the course of the SWOT analysis, our team identified the HERO Campaigns limited involvement in social media as a potential constraint. Given the organizations desire to increase the Campaigns level of awareness on college campuses nationwide, we thought that an increased social media presence would be a potential area of improvement. In addition, the competitive analysis demonstrated that two of the major organizations competitors had a better footing in the social media environment. The team decided to work with the HERO Campaign to design a comprehensive social media strategy specifically targeted to raising brand awareness to the college demographic, through addressing the following objectives: 1. 2. 3. 4. Increase campaign awareness within a specific target audience Optimize current use of social media tools Integrate social media to website and print materials Define metrics for success and continued improvement

Having established an overview and framework for an optimized social media strategy, the group segregated our next steps into short-term and long-term recommendations. Our short-term recommendations included activities that were possible to design and implement by the end of our work with the HERO Campaign, specifically December of 2011. Short-term recommendations are described in detail in this section, but a summary of the initiatives accomplished during this 12-week relationship are summarized below: The HERO Campaign Target Audience Profile Content Improvement & Crowd Sourcing QR Codes Holiday HERO Social Media Pilot Campaign Our long-term recommendations included strategic suggestions that could be developed over the course of our project, but implementation was not possible within the scope of this project. The nature of these long-term solutions suggests the involvement of additional time or resources to implement:

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Wikipedia Page Social Media Integration with Traditional Marketing Materials Participating in an Internship: As an employer Measuring Social Media Performance Twitter Campaign Initiative It is our hope that the HERO Campaign will utilize what we have implemented and execute the strategic recommendations below in order to achieve a robust social media presence that delivers returns, and helps the HERO Campaign to achieve its goals of increasing brand awareness, and engaging college campuses across the country. As a first step in testing the provided recommendation, the group has implemented a Pilot HERO social campaign over Thanksgiving holiday, designed a QR code to be used on publishing material, drafted a Wikipedia page to support the HERO Campaigns social marketing efforts, as well as reached out to local colleges and universities in order to identify the best venues for seeking social media marketing interns who could fill the gap and help the HERO campaign implement social media recommendations outlined in this project.

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THE HERO CAMPAIGN AND VILLANOVA UNIVERSITY

The opportunity to work with a non-profit is a task that we do not take lightly. When our consulting group sat down to decide which organization we would select, two of our members were familiar with the HERO Campaign and proposed them as an option. As it turned out, all of our members uniquely related to the cause and were ecstatic about the project. Fortunately for us, the HERO Campaigns Executive Director, Mr. Bill Elliott, welcomed the opportunity and provided us with all the information and tools we needed for a successful engagement. Jason Frost from Ocean City, NJ recognized the organization from a branding perspective and knew the story of John Elliott given that the tragic incident occurred when he was in high school. He remembered how the community came together to mourn the loss and out of a tragedy came an organization committed to the awareness and prevention of drunk driving through the use of designated drivers. Lt. Michael Maher from Cape May, NJ was very familiar with the HERO Campaign from multiple perspectives. Mike, like Ensign John Elliott, is a U.S. Naval Academy graduate and first met the Elliott family at a charity golf tournament prior to heading to the Academy. Mike also had the opportunity to be one of the first classes at the Academy to participate in the Character Development Program, which the HERO Campaign funds via the Ensign John Elliott Character Excellence Fund. In 2009, Mikes younger brother Matthew made the grossly horrible decision to drive after a night of drinking. Matt would end up taking the life of an innocent man and would later be found guilty of driving while intoxicated and aggravated manslaughter. He is currently serving five and a half years in the Mid-State Correctional Facility in New Jersey. Since then, Mike has volunteered and worked for the HERO Campaign in a variety of roles: serving on planning committees, speaking at the HERO 10th Anniversary Dinner, and helping to raise funds via events and corporate sponsorships. Mike still maintains a strong relationship with the Elliott family today. The Hero Campaign and Villanova Universitys mission statements have elements which are in line with one another, namely responsible citizenship and an overall commitment to the community, and the group felt that this partnership was a natural fit for both organizations. The Villanova group realized that given that the primary age range of Villanova Universitys undergraduate students is 18 to 22; the Hero Campaigns message could have a direct impact on the student community. According to the National Institute on Alcohol Abuse and Alcoholism, motor vehicle crashes are the leading cause of death among youth ages 15 to 20. This age group is already at risk given their relative lack of driving experience and drivers younger than 21 are much more susceptible than older drivers to the alcohol-induced impairment of driving skills. The rate of fatal crashes among those 16 to 20 is more than two times the rate for alcohol involved crashes for those drivers 21 and over. The Hero Campaigns Mission To prevent drunk driving fatalities, injuries, and accidents nationwide by promoting the use of sober designated drivers and reminding the public to drive sober and not to let friends drink and drive.

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The HERO Campaigns Objective To promote the use of sober designated drivers to prevent drunken driving tragedies throughout our country. In cooperation with schools, businesses, law enforcement agencies, and other community-based organizations, we ask you to help keep drunk drivers off our highways. Portion of Villanova Universitys Mission Statement The University community welcomes and respects members of all faiths who seek to nurture a concern for the common good and who share an enthusiasm for the challenge of responsible and productive citizenship in order to build a just and peaceful world. To serve our students, alumni and global community, we as an Augustinian University: Encourage students, faculty and staff to engage in service experiences and research, both locally and globally, so they learn from others, provide public service to the community and help create a more sustainable world. Commit to the common good, and apply the knowledge and skills of our students and faculty to better the human condition. Value highly our relationship with neighboring communities.

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WHAT IS THE HERO CAMPAIGN?

Mission: - The mission of the HERO Campaign for Designated Drivers is to promote the use of sober designated drivers to prevent drunken driving tragedies throughout our country. In cooperation with schools, businesses, law enforcement agencies, and other community-based organizations, we ask you to help keep drunk drivers off our highways. Vision: - The vision of the HERO Campaign is to continue to promote designated driving nationwide, enact Johns Law in new states, increase profitability, maintain current corporate sponsorships, and continue to grow into one of the leading non-profit organizations in the country. Strategy: - Increase use of Designated Drivers whenever friends gather in private parties or at bars and taverns and drink alcoholic beverages. Utilize Adopt-a-Tavern Program Volunteers to recruit bar and tavern owners to become active participants in the HERO Campaign and provide them with campaign posters and promotional materials. Participating Restaurant and Tavern Owners will display the HERO Campaign posters and window decals, and provide free non-alcoholic beverages to sober designated drivers. Public service announcements and media advertising will promote and raise awareness for the HERO Campaign. Creating awareness through events of various sizes to and solidifying relationships with the community and corporate sponsorships.

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PROJECT SCOPE
Initial meetings with our client revealed an array of initiatives and challenges that the HERO Campaign was looking for help with. The positive message and sound execution of spreading the HERO Campaign message has generated a lot of buzz, and as a 501 (c)(3) nonprofit organization with a small staff the primary challenge faced by the HERO Campaign was a lack of time and people resources to get everything accomplished. Our project team was honored and happy to be of assistance in this area. Our initial client meeting provided us with a number of possible project opportunities including: 1. HERO College Program The HERO Campaign has an active program on a number of college campuses to name an outstanding HERO whose picture is displayed on highway billboards. The challenge was growing their presence and awareness across more colleges across the country. 2. Funding The HERO Campaign has a number of corporate and government grants and revenue from special events, which needs to grow if the HERO Campaign is to continue to grow. 3. Social Media The HERO Campaign has a presence on social media, but expressed a desire to develop a strategy around social media, and strongly believed that this would aid them in their efforts to grow the HERO Campaign across college campuses. 4. Designated HERO The HERO Campaign wants to rebrand the term Designated Driver as a Designated HERO. This would require a fundamental shift in societal beliefs. This is a noble effort, and will take time to successfully implement. 5. Philadelphia Brand Awareness The HERO Campaign has an ongoing partnership with the Philadelphia Phillies and Clear Channel Outdoor Advertising. They believe they should be doing more with the Phillies and with our billboard campaigns in and around Philadelphia to drive brand awareness. 6. Pennsylvania The HERO Campaign has a very successful presence in New Jersey, and although they are active in and around Philadelphia, the state has not yet officially adopted the HERO Campaign. The Governor and Legislature need to recognize and adopt the campaign. 7. Growing the existing partnership with Wawa The HERO Campaigns largest source of funding is the Wawa Corporation through the coin drop program at 250 stores in New Jersey. The program should be expanded to Wawa operations in Pennsylvania. Any one of these challenges would fit the criteria of a rewarding and challenging project to work on. Given our own time and resource constraints, our team needed to

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define the specific scope of our project. We reviewed each issue/challenge presented to us by our client, and decided to focus our efforts on designing a comprehensive social media strategy specifically targeted to raising brand awareness to the college demographic. We believe that this would deliver the greatest value to the HERO Campaign, and would help them to begin to address a few of the issues presented above from our client. While much of our project will be presented in the form of researched best practices and recommendations, we will implement certain elements of the strategy in order to give the HERO Campaign a head start into this space. We divided that our social media strategy should address four specific objectives: 1. 2. 3. 4. Increase campaign awareness within a specific target audience Optimize current use of social media tools Integrate social media to website and print materials Define metrics for success and continued improvement

It is our hope that the HERO Campaign will utilize what we have implemented and execute the strategic recommendations below in order to achieve a robust social media presence that delivers returns, and helps the HERO Campaign to achieve its goals of increasing brand awareness, and engaging college campuses across the country.

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THE HERO CAMPAIGN SWOT ANALYSIS

Many organizations use a formal process to make key strategic decisions related to a specific project or vision. One of the most effective decision making tools used by nonprofits and for-profits alike is the SWOT framework. The SWOT methodology involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. The SWOT acronym is derived from evaluation of the Strengths, Weaknesses, Opportunities, and Threats involved in planning and decision making. Given the HERO Campaigns stated mission, our group performed a high level SWOT analysis to assist the organization in understanding where we could provide the greatest benefit. The initial evaluation was conducted after our group had met with William Elliott and researched the organization and its current activities. Our SWOT analysis includes high-level observations made from a third-party perspective. The intent of the exercise was not to identify specific areas of improvement; rather, the analysis was meant to provide a quick overview of the HERO campaigns current position so that our team could begin to identify the key strategic initiative to address. STRENGTHS To help understand what the HERO Campaign was doing well, our team attempted to identify characteristics of the organization that give it an advantage over other similar non-profits. We found that the HERO Campaign was led by a strong, spirited couple: William and Muriel Elliott. Our research also found that the organization had significant awareness in the Southern New Jersey community. Under William Elliotts leadership, we also noted a string of successful fundraising events, including the 10th Anniversary Ensign John R. Elliott Memorial Dinner held in July of 2010. WEAKNESSES As is the case with most non-profit organizations across the country, certain projects or initiatives are limited due to available resources. In order to understand the HERO Campaigns most pressing needs, we attempted to understand these limitations and characteristics that place the organization at a disadvantage relative to others. Our team identified the HERO Campaigns limited involvement in social media as a potential constraint. Given the organizations desire to increase the Campaigns level of awareness on college campuses nationwide, we thought that an increased social media presence would be a potential area of improvement. We also noticed some inconsistency in the way the Campaign was currently involved with local universities. We learned from William Elliott that there were many reasons for this inconsistency, but a strong university relationship that could be replicated across the country with hundreds of universities was a specific goal of the organization. OPPORTUNITIES The next step in the analysis was to identify external chances to improve current performance. Knowing that the Campaign was resource constrained, we attempted to identify opportunities that could potentially be accomplished with current resource levels. The first characteristic identified was the opportunity to engage additional

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corporate sponsors. Wawa has been a very supportive sponsor of the organization in recent years, but the HERO Campaign could benefit from having a more diversified source of corporate funding. Our group also noticed that the Campaigns mission was very unique. Rather than attempt to limit drinking, the HERO Campaign promotes common sense and responsibility through the use of designated drivers. This mission, and the perception that this Campaign promotes, is unique to the HERO Campaign and could be used as a distinguishing point when compared to similar organizations. Finally, we determined that the HERO Campaign has a huge potential to increase awareness in broader markets and geographies. THREATS The final step in the analysis was to identify external elements in the environment that could cause trouble for the organization. The first threat we identified was the superficial reputation that the HERO Campaign may have among the public that is uninformed of its mission. In other words, we thought that some people may think the HERO campaign is just another anti-drinking campaign, when this is not the case. Only those close to the story or the organization would know that the true mission of the Campaign is actually to prevent drunken driving tragedies by promoting the use of safe and sober designated drivers. Our team also understood that many public and private organizations are less likely to partner with multiple non-profit organizations with similar corporate missions. Therefore, the HERO Campaign could be limited in its opportunities to partner with community organizations that were already nationally affiliated with MADD or SADD. Our SWOT analysis helped our team come to the decision that our focus should be to design a comprehensive social media strategy specifically targeted to raising brand awareness to the college demographic. Below is a graphical summary of the SWOT analysis conducted by our team:

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BUSINESS CASE FOR SOCIAL MEDIA

Social media has outgrown its experimental play-money stage. With marketers sinking up to $6 billion into social campaigns this year (according to eMarketer), the category has officially become a legitimate form of advertising (Griffith). Some of the most notable examples of social media success are: $6.5 million dollars in sales revenue generated by the end of 2009 by Dell through Twitter; over 50,000 new product ideas generated by Starbucks by giving their customers a voice, and asking for new ideas using social media; more than 375,000 Internet users came to the official site dedicated to the Australia's Tourism as a result of the hugely popular Queensland campaign aimed at promoting a contest wherein one lucky participant will win a large reward; 29% in increase in profits was achieved by Domino's when it started to encourage customers to "check-in" using Foursquare. Though social media still lags behind email, face-to-face meetings and phone as a means of connecting with clients, Facebook, Twitter, LinkedIn and YouTube are used by more and more small and medium-sized companies and non-profit organizations:

Source: Facebook Still Top Social Marketing Venue for SMBs.

Research released by Pitney Bowes in April 2011 indicates that social media marketing has come in close competition with email. When asked why they use social media, more than a half sited its cost-effectiveness and ease of use. This helped social media to become the marketing media that many users have turned to in the past year more than 20% have reportedly started using social media marketing just in the past 12 months.

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According to the 2011 Social Media Marketing Industry report, a significant 90% of marketers indicate that social media is important for their business, of these half have less than one year of social media marketing experience. The study has found a direct relationship between how long marketers have been using social media and their weekly time commitment. For people just beginning with social media, 59% spend 1 to 5 hours per week. However, for folks who have been doing this for a few months or longer, most spend 6 hours or more per week on social media activities.

Source: 2011 Social Media Marketing Industry report.

Increased exposure for their business was identified as the top outcome of online marketing. Nearly 90% of all marketers indicated that their social media efforts have generated more exposure for their businesses. The second major benefit achieved through social media campaigns was improving traffic and subscribers, with 72% reporting positive results. The third top ranked benefit identified by nearly two out of three marketers was a rise in search engine rankings. Half of all the study participants found that social media generated qualified leads. Though, social media marketing requires significant time to gain success, the 2011 Social Media Marketing Industry study found that a significant percentage of participants strongly agreed that overall marketing costs dropped when social media marketing was implemented.

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Of all the social networks around today, Facebook is the single most important for business because of its size and depth of data. In addition, as of July 2011 Facebook had more than 800 million active users - if it were a country it would have the third largest population on Earth being beat out only by China and India. 52% of all Facebook users fall between the ages of 18-34.

Facebook also has the most open network for business applications it is where consumers go to engage with others and where companies should be going to engage with consumers (LaRow). 1,500,000 businesses own and actively manage a Facebook pages. However, a fully integrated social marketing campaign would encompass a number of social media tools. The most commonly used include: Facebook, Twitter, YouTube and other media.

Source: 2011 Social Media Marketing Industry report.

Interestingly enough, in 2009 Social Media Marketing study, only 77% of businesses were using Facebook. A year later, Facebook was reportedly used by 87% of social media marketers, slightly trailing Twitter which was on the first place with 88%. However since 2010, Twitter lost 4%, LinkedIn lost 7% and Facebook gained 5%. Both Twitter and Facebook remain the top two social media venues for those employing social media tools for a year or less, whereas those with three or more years of social media marketing experience put a substantially more emphasis than other groups on video tools.

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It is not surprising that Facebook is gaining in popularity as its perceived effectiveness is far greater than that of its main social media rivals. In 2008 Mark Zuckerberg, creator of Facebook, made a bold statement that his application captures what he referred to as the social graph. This social graph is said to be one of the most accurate data models to date capturing the human social dynamic making it a powerful platform for brand marketing. As eMarketer reports, among small businesses that said social media marketing in general was effective, 83% said that Facebook was at least moderately so - by comparison, 46% said the same of Twitter, the second-ranked social channel. Twitter doesnt capture the rich data mined from Facebook, but its specialization captures another interesting dynamic. Twitter can be thought of as capturing the interest graph of what is on peoples minds at any moment. In fact most social media applications have a specific strength or specialization. Managing what applications are used as part of an organizations social media portfolio is a key part to driving value. At a minimum access to the social graph of Facebook combined with the interest graph of Twitter is powerful from a brand marketing perspective, and when combined with an active content refresh under a unified brand umbrella can deliver huge returns. Social media as a platform of business assets that are paid for, earned, and owned as result of a well executed strategy. A successfully executed going viral campaign would create a far greater outreach at a lower cost than the traditional marketing campaign:

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Paid for assets include internet advertising, PPC or pay per click search marketing, mobile advertising, paid applications. Earned assets include physical social media pages and feeds, and intangible assets gained through word of mouth brand recognition, user forums, and blogger relationships. Social media is a powerful platform for generating positive PR often picked up and spread by others. It is important to note that this must be earned by management of physical social media assets. Owned social media assets include brand websites both on the internet and mobile platforms, proprietary mobile applications, customer care serves, blogs, and digital content. Given the type of organization the HERO Campaign is not all social media assets are relevant. This is also further constrained by limited resources and time. Our project aims at identifying what assets and media the HERO Campaign should focus on and how to achieve the best result with the limited resources available. Social media success is not achieved by making big moves, it is a series of little moves made on a frequent basis that add up to a major shift

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SOCIAL MEDIA STRATEGIC FRAMEWORK AND OVERVIEW

Social media refers to a variety of web and mobile based technology platforms that turn communication into an interactive communication. This is an important notion. The key phrase is interactive communication as opposed to traditional mediums the push static content out. Based on the ideological and technological innovations of second generation web platforms known as Web 2.0, social media allows for the creation and exchange of user-generated content offering an unparalleled opportunity to engage with and social interact with others. Social media has seen an explosion of growth in recent years as evident from the number of new technology patents issued annually in this space, and the ever changing face of the social media landscape

Social media technology is now ubiquitous and everywhere, and has attracted considerable attention from business, but what does a social media strategy actually look like? Social media is new, and a mystery to most organizations. However, with thoughtful planning efforts can be focused in the right areas in order to achieve results. Social Media 404 is one of the leading companies specializing in designing effective custom online methods for social business operation. Social Media 404 is on the cutting edge when it comes to social media strategy, and has created a framework for the design of a successful social media strategy that our team used in the formation of our recommendations to the HERO Campaign. This framework is called OASIS. The OASIS framework for social media is: A process used to deploy effective and affordable Social Media

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Scalable in small, medium, and large client programs

Adaptable to existing and/or primary governing programs, such as Marketing and Communications OASIS is an acronym used to describe the following steps of the framework: Objectives: Defining what exactly it is that is to be achieved. Audience: Understanding and defining who you are connecting to, and targeting. Strategy: Choosing and prioritizing ways to connect to the target audience. Implementation: Deploying the right mix of resources and technologies. Sustainment: Evaluating and measuring progress, as well as making necessary adjustments for growth. The first step of a successful social media strategy is defining objectives. These should be S.M.A.R.T. goals (specific, measurable, attainable, relevant, and timed. Examples are increase revenues by 10%, or attract 1000 new followers in 12 months. Defining the target audience is the second step. It is crucial to define who it is that you are trying to connect with by knowing their behaviors, capabilities, etc., and designing content that engages this audience. If more than one audience is the desired target, a successful social media strategy will segment the audiences. This step is arguably the most important to success. Well implemented social media campaigns know not just general traits but specifics such as gender, age, locations, etc. The more specific the audience details the better. If possible it is highly recommended to utilize existing research in this area, and conduct additional research to verify and validate if possible. Audiences should then be tiered into primary, secondary, tertiary, etc. categories. The third step is all about selection of the right tools and platforms. With the staggering array of available platforms it is easy for an organization to get lost in a sea of choices. Before an organization can pick the right tool, it is important to know what the types of tools to be used are. The kinds of questions to ask here revolve around the objectives. Is the goal to host a discussion forum, should the organization blog, is the main goal to create buzz through video media, etc. Once the right types of tools are decided upon, the obvious next step is deciding on the specific tools. It is important to define the right tool for the right job. Successful social media campaigns hinge upon the right tools that are effective at communicating with the target audience. If your audience is not on a specific platform then time spent trying to connect with the audience is wasted. The sustainment step of the OASIS framework can be thought of as ongoing execution. This is all about engaging your audience, listening to them, and tailoring content specific to them. This step is also all about measuring the right metrics, and making adjustments as needed to drive growth.

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Content is the king of a social media strategy kingdom. Most platforms are free from a technology perspective, but require time and resources when it comes to content. A common mistake many organizations make is treating social media like any other web platform. This error can be fatal. Success comes from listening for opportunities, and designing interactive content that keeps audiences engaged. This is very different from most web sites which are traditionally static content meant to inform. Whenever possible content should be crowd sourced meaning that audiences should be encouraged to share experiences and thoughts. Best practices indicate organizations should ask questions to illicit responses, run competitions to share videos, photos, feedback, etc. The goal is to create a social community that drives brand awareness and growth. Successful social media strategies present organizational brands under a unified banner. They should integrate with existing print and web media, and all content should represent the organizational brand. Everything should link together. If an organization releases a new brochure, there should be a way for someone to connect and interact via social media described on the brochure. All online and offline channels should be connected. It can be useful and helpful to reach out and build relationships with bloggers and other existing social media outlets in order to portray the notion of a larger community to your

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audience. Healthy partnerships like this benefit by combining audiences, and posting content back and forth. It is a useful investment in time, and should be treated as important as relationships with reporters, journalists, and traditional media outlets. Designing content with clear calls to action is a best practice, and helps generate viral buzz. Urge people to share and tweet content. Provide links and urge audiences to click them. Provide events advertised via social media and encourage people to sign up. Clear calls to action mobilize and motivate audiences to engage. As mentioned in the sustainment segment of the OASIS framework, any business social media strategy will have metrics that measure success. These should be tied directly to objectives. Many organizations fail at this finer point. They execute social media strategies because it seems like the right thing to do, but dont measure the right things. Examples of common metrics include things such as Influence, reach, etc. using tools or by manually collecting such data. Other metrics include total online community size often abbreviated sCRM. An example calculation of this could be: sCRM = #Facebook Fans + #Twitter Followers + #blog unique users + #YouTubeChannel subscribers + #all other registered managed community members Another could be sTraffic or monthly referred social traffic to site. This is also known as a click through. Social monthly impressions counting the number of mentions of a brand in social media is another common metric. Google Alerts offers free tools that can calculate this. Metrics are important to collect in order to measure the success of a social media strategy. There is no one size meets all strategy that meets an organizations social media needs. However, in the world of social media which is often as clear as mud, sound best practices and processes can be put in place that will enable the path to success when implemented correctly.

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STRATEGIC COMPETITIVE ANALYSIS

An essential component of strategy, competitive analysis can provide insight from both an offensive and defensive perspective by providing an assessment of strengths, weaknesses, and key differences of current nonprofits in the same space as the HERO Campaign. Driving under the influence of alcohol is a subject many feel passionate about, and therefore a number of nonprofit organizations have chose to push one or more agendas in this domain. In our research and survey of nonprofit organizations we discovered that literally hundreds of organizations exist that in some way have a connection to safely and responsibly drinking alcohol, or abstaining from alcohol all together. It is a popular subject that raises strong emotion, and is thus a subject matter people care about. In our survey we found that the HERO Campaign has a unique perspective on this subject. While many organizations do not outright campaign again drinking in general, the HERO Campaign is unique on its focus of the designated driver. The positive connotation of a HERO is a strong message, and is different from other organizations that take a negative approach to the issue of drunk driving. Few organizations in the realm have adopted social media to the extent that they should. In all fairness social media is relatively new, and it may take some time for organizations to catch on. This presents a clear opportunity for the HERO Campaign. Only two organizations we surveyed had a social media presence. Out of these two one organization did not leverage social media in an optimal manner. MADD was the only organization with a strong social media presence in line with best practices. We believe the HERO Campaign can effectively compete in this space, and has a strong differentiation in the message and tone of the message that the HERO Campaign wishes to spread. The brief analysis of the major anti drunk-driving organizations and there social media presence is presented below: DUI FOUNDATION Web Site: http://www.duifoundation.org Social Media Presence: None The DUI Foundation is focused on education and prevention. They aim to publish facts and statistics associated with driving under the influence in an effort to raise awareness and inform the public about the laws by state and general health facts from overconsumption of alcohol. The overall tone of their available materials is neutral, and not positively focused like the HERO Foundation. They offer a wealth of factual information, but are not aimed at changing social norms. IDDPA: INTERNATIONAL DRUNK DRIVING PREVENTION ASSOCIATION Web Site: http://www.iddpa.org Social Media Presence: None The IDDPA is similar to the HERO Foundation in that it is not a crusade against alcohol consumption. They advocate for responsible use of alcohol, and seek to prevent drunk driving, assist victims of alcohol related accidents, and support legislative efforts to

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achieve this goal. This organization would support the HERO Campaigns aim to enact Johns Law, as there is a direct alignment of missions. The IDDPA also encourages the development of technologies that prevent drunk driving. DDPO: DRUNK DRIVING PREVENTION ORGANIZATION Web Site: http://www.ddpo.org/ Social Media Presence: None The DDPO or Drunk Driving Prevention Organization is aim is focused on making roads safer via the prevention of drunk driving. They are unique in that they are comprised of a number of business organizations that are developers of drunk driving prevention systems. MADD: MOTHERS AGAINST DRUNK DRIVING Web Site: http://www.madd.org/ Social Media Presence: Great Outreach MADD is one of the largest and most known organizations campaigning against driving while intoxicated. Similar to the HERO Campaign this organization was formed in the aftermath of the tragic loss of a life. They regularly campaign against drunk driving, and seek to support those who spot and report drunk drivers, require convicted drunk drivers to blow into breathalyzers prior to driving, and campaign for technology improvements in cars to automatically determine when drivers have been drinking. MADD also campaigns against underage drinking, and achieved its greatest success by helping to push state minimum age requirements for the purchase of alcohol to 21 years of age. They take a negative tone to the topic of intoxicated driving, and focus on the dark side of this behavior such as the loss of life, and grief experienced by family members. In 2002 MADD announced an eight point plan in their campaign against drunk drivers: 1. Resuscitate the nation's efforts to prevent impaired driving. 2. Increase driving while intoxicated (DWI)/driving under the influence (DUI) enforcement, especially the use of frequent, highly publicized sobriety checkpoints. 3. Enact primary enforcement seat belt laws in all states. 4. Create tougher, more comprehensive sanctions geared toward higher-risk drivers. 5. Develop a dedicated National Traffic Safety Fund. 6. Reduce underage drinking. 7. Increase beer excise taxes to the same level as those for spirits. 8. Reinvigorate court monitoring programs. While their aim is similar in some respects to the HERO Campaign, their tone is the opposite. MADD is a large organization, and has a presence in all fifty states. They are well organized, and setup local chapters in cities across the country many of which setup their own websites, and drive local events. They have a very strong brand presence, and have high brand awareness. They are one of the few organizations in this space to also have a strong social media presence in addition to their web and print media presence. The main differentiator of the HERO Campaign versus MADD is the HERO Campaigns positive slanted message to support those who make the

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decision to be a designated driver, while Mothers Against Drunk Driving focus their message on prevention by making examples of those who commit a DUI, and by making it harder to drive while intoxicated. There is a subtle difference in the messages of both organizations, but this difference serves for the benefit of the HERO Campaign due to its campaigns positive spin. MADD has also been criticized for its bureaucratic organization, and its inability to adapt over time as the nature of the issues they are trying to combat have changed. These are additional strengths of the HERO Campaign that remains a light and agile organization which is focused on designated drivers as opposed to the number of alcohol related issues MADD focuses on. Also the national organization has a great website of its own, many local and state chapters of MADD exist some of which also have their own websites such as: MADD Virginia: http://www.maddva.org/ MADD Tennessee: http://www.maddtn.org/ This is a small sampling of just two MADD chapter websites. Many more exist which help MADD drive brand awareness. Social Media Presence: MADD maintains a large social media presence utilizing the most prominent social media tools and sites including Facebook, YouTube, Twitter, integrated Blogs, RSS Feeds, and Wikipedia: Wikipedia: http://en.wikipedia.org/wiki/Mothers_Against_Drunk_Driving Blog Presence: http://www.madd.org/blog/Thankfulness.html?utm_source=feedburner&utm_mediu m=feed&utm_campaign=Feed%3A+maddblog+%28MADD+Blog%29 MADD has integrated Blog capabilities into their primary web site, and has enabled RSS subscriptions allowing those interested in streaming blog updates to do so. Twitter: @MADDOnline - MADD is in alignment with Twitter best practices, and has branded their Twitter presence, and provided regular content updates multiple times a day. Many of these content pushes (known as Tweets) are interactive, such as taking the form of a question in order to illicit a response. This is also in-line with best practice. YouTube: MADD maintains its own YouTube channel and creates videos of many of its events, PSAs, interviews Facebook: http://www.facebook.com/MADD.Official/posts/10150425821777482#!/MADD. Official With over 70,000 likes on Facebook, MADD has a strong followership. Content is refreshed often, and similar to Twitter often takes the form of something interactive which is critical in social media platforms. Many of the content posts on MADDs Facebook page are the exact same as the content posted on Twitter.

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SMART AND SOBER Web Site: http://www.smartandsober.org/ Social Media Presence: None Smart and Sober is a nonprofit organization focused on the teen segment. Alcohol and alcohol related driving incidents are only a sliver of what Smart and Sober is about. They provide information services, and offer support for teen depression, drug abuse and addiction, and alcohol. They have a web presence, but are not on any social media platforms. There wide focus on many teen related issues covers a much wider scope than the HERO Campaign. They are also mostly fact based, and do not drive events aiming to change social perception in a manner similar to the HERO Campaign. PARENTS AGAINST DRUNK DRIVING Web Site: http://groups.yahoo.com/group/parentsagainstdrunkdriving/ Social Media Presence: None Parents against drunk driving is a group for people who are against drinking and driving as well as for those who have lost a loved one to a DUI related incident. This group does not fund raise or execute events. They do provide an avenue to promote MADD, and drive those interested in campaigning against drunk driving over to MADD. SADD: STUDENTS AGAINST DRUNK DRIVING Web Site: http://www.sadd.org/ Social Media Presence: Satisfactory Outreach SADD has evolved over time. Originally created to help young students resist peer pressure and resist driving while intoxicated, the scope of SADD has grown over time to include resisting other forms of peer pressure in addition to alcohol, role modeling, environmental causes, drug abuse, and teen suicide. In recent years SADDs mission statement has changed to reflect this and now states the following: To provide students with the best prevention tools possible to deal with the issues of underage drinking, other drug use, risky and impaired driving, and other destructive decisions. While not explicitly stated the primary audience of SADD seems to be teens in high school. Due to this they do not advocate for safe responsible driving as it is illegal for teenagers to drink alcohol. As such their focus and core message is very different from that of the HERO Campaigns. SADD maintains a large social media presence utilizing the many prominent social media tools and sites including Facebook, YouTube, Twitter, and Linkedin. They are not present on Wikipedia nor do they maintain an official blog. Facebook: http://www.facebook.com/saddnational With over 8,000 likes on Facebook, SADD has a presence on Facebook, but not near the size and influence of larger organizations like MADD. Content is refreshed often, but is not in general aligned with the main mission of SADD. While they have a presence on Facebook, the lack of content having anything to do with their mission is not in line with best practices.

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Twitter: @SADDnational - SADDs Twitter content is similar to its Facebook content in that is is only loosely relevant to its core mission. YouTube: http://www.youtube.com/user/SADDNational - SADDs YouTube content primarily focuses on the employees and history of SADD. This is yet another example of a failed opportunity to leverage the platform with content that can drive the organization forward.

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SOCIAL MEDIA RECOMMENDATIONS AND IMPLEMENTATION STRATEGY

After our team decided to work with the HERO Campaign to design a comprehensive social media strategy specifically targeted to raising brand awareness to the college demographic, we began to outline primary activities and tasks needed to accomplish this goal. To reiterate, the focus of our project was to assist the HERO Campaign with a social media strategy that would address the following objectives: 5. 6. 7. 8. Increase campaign awareness within a specific target audience Optimize current use of social media tools Integrate social media to website and print materials Define metrics for success and continued improvement

Having established an overview and framework for an optimized social media strategy, the group began to segregate our next steps into short-term and long-term recommendations. Our short-term recommendations included activities that were possible to design and implement by the end of our work with the HERO Campaign, specifically December of 2011. Short-term recommendations are described in detail in this section, but a summary of the initiatives accomplished during this 12-week relationship are summarized below: The HERO Campaign Target Audience Profile Content Improvement & Crowd Sourcing QR Codes Holiday HERO Social Media Pilot Campaign Our long-term recommendations included strategic suggestions that could be developed over the course of our project, but implementation was not possible during the scope of this project. The nature of these long-term solutions suggests the involvement of additional time or resources to implement: Wikipedia Page Social Media Integration with Traditional Marketing Materials Participating in an Internship: As an employer Measuring Social Media Performance Twitter Campaign Initiative It is our hope that the HERO Campaign will utilize what we have implemented and execute the strategic recommendations below in order to achieve a robust social media presence that delivers returns, and helps the HERO Campaign to achieve its goals of increasing brand awareness, and engaging college campuses across the country.

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The HERO Campaign Target Audience Profile

Given the HERO Campaigns strategic initiative to increase Campaign awareness on college and university campuses across the country, and our focus to design a comprehensive social media strategy specifically targeted to the college demographic, we felt it was important to develop a target audience profile for our project. A target audience profile is a written and very detailed appraisal of customers characteristics, attitudes, and behaviors. For the purposes of our work with the HERO campaign, college students are the customers in this exercise. Target audience profiles normally fall into two categories: demographics and psychographics. Demographics describe who the customers are typically by gender, age, occupation, location, income status, marital status, nationality, or education level. Psychographics describe why the customers act as they do. Typical examples may include trend-conscious customers who prefer the newest, most fashionable option, or, price-sensitive customers who prefer the least expensive option. There are many benefits to establishing a target audience profile. First, the typical customer profile can help a company or non-profit organization make better, more consistent customer decisions about how to best market and sell, including which products and services to offer and how to most effectively communicate their features, benefits, and availability. Next, target audience profiles can save time and money by minimizing missteps and rework stemming from inconsistent knowledge about the customer base. In general, overall marketing focus and communication effectiveness can be greatly improved by establishing an accurate target audience profile. Our team decided to identify a primary and secondary target audience profile for use in our social media strategy. The primary customer is a college student with knowledge of the HERO Campaign who is interested in helping to increase Campaign awareness across the students University community. We could also describe the primary customer as a HERO Campaign Student Ambassador. The secondary customer is also a college student, but one with little to no knowledge of the HERO Campaign. The greater volume of uninformed college students represents the true opportunity for HERO Campaign awareness growth across the country. PRIMARY TARGET AUDIENCE PROFILE The typical HERO Campaign Student Ambassador is male or female, 18-24 years of age, and a full time student. The student may attend a 4-year, 2-year, or community college as a commuter or on-campus resident. The typical HERO Campaign Student Ambassador likely attended high school in Southern New Jersey, and has some knowledge of the HERO Campaign from the local community. Regardless of where this student attends college, the Student Ambassador believes in preventing drunken driving tragedies by promoting the use of safe and sober designated drivers, and therefore has a genuine interest in spreading awareness of the HERO Campaign to their own University community. SECONDARY TARGET AUDIENCE PROFILE The secondary customer is your typical college student with no awareness of what the HERO Campaign is or what it promotes. This student is also male or female, 18-24

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years of age, and a full time student. A student fitting this profile is also known as a millennial an American teen or twenty-something making the passage into adulthood at the start of the new millennium. A more comprehensive psychographic description of a millennial is necessary to understand the behavior and characteristics typical of this generation. Research has shown that millennials are confident, self-expressive, liberal, upbeat, open to change, and more ethnically and racially diverse than older adults. Importantly, millennials embrace multiple modes of self-expression and communication. Over 75% of this demographic has created a profile on a social networking site, and 20% have posted a video of themselves online. If every generation has at least one unique and distinctive identity, millennials are distinguished by their use of technology. In fact, it isnt just the technological devices themselves that set millennials apart, it is the way that theyve fused their social lives into these products. Millennials are much more likely to agree that technology makes life easier and brings family and friends closer together. CONNECTING STUDENT AMBASSADORS AND MILLENNIALS WITH THE HERO CAMPAIGN The best way to increase HERO Campaign awareness across University campuses is to identify student ambassadors and millennials that personally believe in the mission of the HERO Campaign. Preliminary analysis has resulted in several avenues to reach primary and secondary target audience profiles. One reason a student would believe in the HERO Campaign may result from an individuals strong desire to be part of a team, or to feel a strong sense of camaraderie among friends. A designated driver is likely to feel proud of being there for his or her friends, and may share this responsibility with other team members. On University campuses, Greek organizations, varsity sports teams, and co-ed intramural teams are likely sources of students with these desires. Another possible reason to connect with the HERO Campaign might stem from a students quest to exhibit great willpower and integrity. Students involved in faithbased University organizations are likely to share these characteristics. Also, students with a personal connection to a drunken driving tragedy or with a strong desire to join a national campaign against drunk driving would certainly be interested in the HERO Campaign. On a college campus, students involved in government or undergraduate associations may be good candidates to share these connections.

Content Improvement & Crowd Sourcing

The critical component of any social media strategy is content. Content must be interactive, engaging, and fresh. It must be innovative, unique, and relevant. It must tell a story and communicate with its market and encourage feedback and conversation. This is not easy. It takes time to develop this content and constant management to control the conversation. Whether you are offering an incentive or pulling an emotional chord, the content must be fresh. And at the end of the day, in

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order to effectively monetize (whether its return on investment or return on influence), you need to humanize. Tell the story, incentivize engagement, participate in the conversation, call to action, and begin to influence and activate your base. Another key component to your social media strategy is your website. For most nonprofit organizations, your website is your brick and mortar. Non-profits often lack the physical presence necessary to stay on the consumers mind. Events are limited to certain periods of time and the awareness they create is the start of the conversation; the dialogue must continue on your website and social media channels. Regardless of your product, service, or cause, your brand is always competing in a crowded marketplace. How do you differentiate? How do you engage? How do you retain? How do you activate? First, you have to look the part. This means your website needs to be live, fresh, and constantly updated. Second, you have to be easily found. This means your website has to be optimized, social, and intuitive. Third, you have to use your website to reinforce your top brand propositions. This means your website has to engage your base, your affiliates, and your sponsors. These key influencers help drive revenues which translates to sustainability of the organization and the cause. Tying it all together is your content. We set out to create content and identify areas of improvement for the HERO Campaign in order to effectively crowd-source and drive the social media conversation. Outlined below are real, actionable items that can do just that. Digital Revitalization: - The Concept: A strong, digital brand revitalization starts with a website overhaul. - Facelift: Making the website more design friendly helps with engagement. - Functionality: Website must be functional for both web manager and target market. - CMS: A custom content management system allows for continuous updates. - Database Management: Automating with quick contact forms will grow database. - eCommerce: Adding true shopping cart functionality helps with the sale of products. - Social: Google now grades websites on social so true integration helps optimize. - Mobile: A custom mobile site is critical with the increase in smart phones and tablets. - Interactive: Using HTML5 and AfterFx technology helps tell a visual story. o Total Estimated Cost: $7,500 (one-time) Reengage the Base: The Concept: Reengaging the base is critical. Hitting new target markets helps awareness, but its extremely important to keep the base engaged. The base is considered families, friends, and acquaintances of victims. These are the people that have the impetus to be called to action. Often times, however, it can be hard for other victims families to want to support other organizations rather than starting their own. We believe that activating them is a must. If they have their own organizations, make them

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an affiliate organization on your website. Help them, team up with them, and communicate with them. The reality is that sustaining a 501(c)3 is difficult. The HERO Campaign has passed that test and has proven it is sustainable. Helping these affiliates is a long-term solution to solidifying your base. If they dont have the ability, drive, or resources to start their own 501(c)3, then a call to action could be better received. The HERO Campaigns brand, although built around Ensign John Elliott, does not restrict anyone and is open for anyone to support the cause. This is a positive and should be leveraged to engage the base. Using the initiatives below, we can get there. Victim Advocacy Package (VAP) (Print Initiative): When you look at the numbers, drunk driving is a social epidemic. Too many lives are lost and there are endless amounts of people affected when someone is killed due to this senseless act. Although it requires time and effort on the part of the organization to locate and contact families of victims, the upside of the response and the help provided would be well worth it. The VAP would be a self-generated package created by the HERO Campaign sent to the families of victims. It would include a variety of items, but not limited to, a letter of condolence, grieving resources, victim advocacy details, key contact information for resources, HERO brochure, etc. The VAP would provide a level of comfort to the families in knowing others have gone through this tragedy and have done positive things, despite the loss. The brochure would be addressed in the letter explaining that it is not solicitation but a background on the organization for them to relate to. The VAP would be provided on the website as well. o Total Estimated Cost: $2,500 (annually) Hall of HEROes (Website Initiative): When tragedy strikes, there is always a grieving process, and people grieve in different ways. Understanding that, the base is often charged and looking to make a difference. The HERO Campaign has a goal of gaining the pledge of 1 million designated drivers. This is where the Hall of HEROes comes in. Along with a comprehensive social media strategy and a revitalized website, the Hall of HEROes is a page on the website, but also the end point and objective of the pledge campaign. Using Facebook profile images or a simple, custom icon selected by the user, the Hall of HEROes creates a full-screen collage of the faces of HEROes. Although programming intensive, this is a way to meet the goal of the pledge campaign, create traffic to the website, and generating that two-way conversation between the organization and the base. o Total Estimated Cost: $2,500 (one-time) Wall of Remembrance (Website Initiative): This is very similar to the Tribute to Victims page currently on the HERO Campaign website. We believe this should be taken a step further. After a quick benchmarking study, there is virtually no fully dedicated website to the memory of the victims of drunk driving. Instead of creating a new website, the Wall of Remembrance would be an additional page on the website. By automating the process, families and friends of victims would be able to upload a name, dates, an image, and content by entering their own contact information. This could be an objective of its own campaign (e.g. Honor the Fallen

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Campaign), a traffic driver for the website, a tool to increase the Hall of HEROes, and also grow your database. Early on, it would require the organization to post on a monthly basis but that would quickly shift to oneweek intervals. This initiative goes hand in hand with other reengage the base initiatives. o Total Estimated Cost: $1,000 (one-time) Promote & Proliferate: - Concept: Promote and proliferate a HERO PSA, in conjunction with corporate sponsors on a quarterly basis. Like the Be a HERO Holiday PSA we created, this is an creative way to create awareness, engage your market, and engage your affiliates/sponsors. See Be a HERO Holiday Trailer and PSA. - Corporate Sponsors: Corporate sponsors love this type of stuff. If you can promote your cause by tying it in to one of your corporate sponsors in a creative way, you cross market your cause with their brand. This is powerful marketing. - YouTube Videos: YouTube videos are the social video channel of choice. Creative PSAs have the potential to solidify your brand, drive campaigns, and possibly go viral. Additionally, your YouTube channel can be a revenue source. If your account is enabled, YouTube may place ads next to the videos you submit for monetization. You will earn a share of the revenue from the ads as long as you meet the program requirements. - #theDH Campaign: Included in the Social Media Pilot Campaign Initiative was also a Planned initiative to create a new brand proposition, leverage a corporate sponsor, and create national level awareness which essentially leads to additional funds from more corporate sponsors. The DH Campaign utilizes a Tweet, along with Faebook and YouTube, to reinforce the idea that a Designated Driver is a Designated HERO. The DH, like the Designated Hitter in Major League Baseball (MLB), is a critical part of the game. Leveraging current sponsors could help solidify the MLB as the corporate sponsor, utilizing the MLB All-Star game as the event objective and an incentive driver. How does a trip for two to the MLB All-Star game for the HERO of the Year selected from college campuses throughout the state of New Jersey sound? Be a DH. Save a Life. o Total Estimated Cost: $4,000 (annually; $1,000 per video per quarter: content creation and video development) Create & Compete: - Concept: Now that the HERO Campaign has a physical presence on Stocktons campus, it makes sense to create a campaign that immediately garnishes the attention of the students. One way you do that his to incentivize through creativity and competition. The Create & Compete concept challenges students to create a unique t-shirt design revolved around the HERO Campaign. It could be a new campaign or tied to an already established initiative. - Stockton College: This is a great way to get the Stockton students involved. Offering an incentive will also help activate. Students love to show off their creative talents anyway. And the best part about, the college student is the target market for many HERO Campaign initiatives.

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Awareness: The t-shirt competition would create buzz around campus and also serve as a potential pipeline for volunteers and interns. Profit Stream: The winner of the t-shirt competition would be featured on the website, where the HERO Campaign would sell the t-shirts for profit. o Total Estimated Cost: $5,000 (annually; 1,000 shirts per year)

Lobby for the Law: - Concept: Lobbying for the adaptation and implementation of Johns Law in every state in the country is a goal of the HERO Campaign. This takes a lot of time and a lot of effort. We want to activate our base and our market to help us in that regard. However, we want to make it easy for them. We do this by automating the process for the user and incentivizing the state legislatures to enact. Lobby for the Law actually saves lives. - Johns Law: Like Ensign John Elliott, a Pennsylvania man was killed while riding his bicycle in Kensington neighborhood of Philadelphia. The man that killed him was driving under the influence and had been given the same citation early that day. If Pennsylvania had Johns Law, that driver would have had his car impounded and live would have been saved. - State Fee Incentive: New Jersey impounded 40,000 cars under Johns Law last year alone. Included in any future legislation should be a $100 administrative fee, in addition to any other fees incurred by the driver cited under Johns Law, which goes to the state as a revenue source. Additionally, the state would be encouraged to utilize 10% of its revenue toward traffic safety initiatives like the HERO Campaign. If approved by the legislature this would equate to $3.6 million in revenue for the state and $400,000 to traffic safety initiatives. In an austere economy, every state could use this extra revenue stream for the state. - Programming: Automating the process is crucial. You want to make it easy for visitors to the site who believe in the cause. This quick Call to Action button to Lobby for the Law would allow the user to enter data into a quick information form that self generates a standard letter which would email the state legislature automatically. This is a must have to really put pressure on states to pass this much needed law. Having a campaign specifically for this initiative would be beneficial as well. o Total Estimated Cost: $2,500 (one-time) Initiative Digital Revitalization Reengage the Base Concept Core Website VAP Hall of HEROes Wall of Remembrance Campaign PSAs T-Shirt Contest Johns Law Automation Cost Per Year $7,500 $2,500 $2,500 $1,000 $4,000 $5,000 $2,500 $25,000

Promote & Proliferate Create & Compete Lobby for the Law Total

Takeaway: The annual cost of the initiatives above is based on estimates from representatives in those respective industries. We strongly believe that the implementation of these content improvement and crowd-sourcing initiatives will create the foundational pieces for the HERO Campaign to grow to a nationally recognized

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organization with household brand recognition. By achieving that level of awareness, corporate sponsors begin to seek your organization for involvement. And at the end of the day, corporate sponsors are critical to the success of non-profit organizations. With the HERO Campaign, they will know that they are saving lives.

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QR Codes
A QR Code (Quick Response Code) is a two dimensional bar code that allows the contents to be decoded at fast rates. They were initially used to track parts in vehicle manufacturing but have risen in popularity and ease of use and can been used in a much broader range of applications, including entertainment, product marketing, and in-store product labeling. The majority of these applications are used to target mobilephone users, whose phones can quickly and easily scan the code through a reader. These codes can store and digitally present URL links, geo coordinates, and text. QR codes can be found in magazines, advertisements, billboards, and web pages.

HERO Campaign Facebook

HEROCampaign.org

It is important for search engine optimization to keep your website new, updated and fresh in order to drive people there, QR codes are a great way to do this. By adding QR codes to your website the search engines will see that your pages have changed and are being updated. They in themselves are also a great way to drive people to your website through print ads and marketing materials, although some customers may not use them or understand the technology, the code is still a great way to draw someone who is not as familiar with the technology in through conversation and curiosity. For those who are a little more tech savvy might appreciate the added feature and will most likely be more receptive to the campaigns web presence on the web via Twitter, Facebook, Wikipedia, and YouTube. The simplicity of creating a QR code allows for them to quickly and easily be created and used on print advertising, event details, fundraising events, and to provide links to a YouTube video, Twitter feed or Facebook page.

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Wikipedia
Making a leap into the realm of social media wouldnt be complete without a Wikipedia Page. Wikipedia, although not what one thinks of when speaking of social media, is a social encyclopedia that is written for the people by the people. Articles are written and placed on the site about different subject matter and then are continuously edited by every day people to provide a quick and, for the most part, accurate source of information. These pages are monitored for accuracy and held to high standards by those who write the articles as well as search for information on the site. The idea behind creating a Wikipedia page is to provide another way to provide awareness for the HERO Campaign and its mission. This will be a great way to provide awareness for people who have not heard of the campaign from a trusted source. The Wikipedia page will most likely be the first site that someone will come across when they do a search for the HERO Campaign on a search engine and it may in fact be the only place that someone learns about the HERO Campaign and what they are fighting for. This is why it is extremely important to monitor the HERO Campaigns Wikipedia page for any new changes that are made going forward and for continuous accuracy on the site. One thing to mention is that Wikipedia is not meant to be a marketing tool for upcoming events or way for someone to make a donation. Although the page may lead a user to continue on to the website, YouTube Channel, Facebook page or Twitter feed, the information on the page is more meant to be a history lesson and a place to add current information. As the HERO Campaign reaches new milestones, breaks fundraising records, and provides more awareness of Johns Law, the Wikipedia page will be a great place to add these updates as another way to let people know and provide awareness of the great things that are happening at the HERO Campaign. A mock up of what the HERO Campaigns Wikipedia page may look like can be found in the Appendix. You can see that the Wikipedia page would be laid out similarly to the information that can be found on the website. Starting with the history of the HERO Campaign, moving on to the mission, and finishing off with ways on how to be HERO and the annual events that are held. New information can always be added or old information can be removed as things change or new events and achievements become more relevant.

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Social Media Integration with Traditional Marketing Materials

Given the social media centric strategy for the Hero Campaign going forward, it is essential to integrate social media into the traditional print materials that the campaign has used and has been successful with in the past. The integration of social media platforms with more common marketing materials is becoming common practice. Marketers widely pair the slogans such as, follow us on Twitter and like us on Facebook with the icons. The presence of social media icons in traditional print literature will cross-market the HERO Campaign with these media allowing for another outlet where the public can interface with the campaign. These icons would not only advertise the HERO brand, but offer consumers other options how they can get more involved with the organization, as well as initiate what will hopefully be an ongoing dialogue to further vest users with the organizations commitment and align their mission with a larger community. In order to create awareness of the campaigns adoption of the strategy; these icons need to be present to establish the brands commitment to the social media strategy. Initially, the HERO Campaign could utilize a sticker with icons of the social media channels they feel are most applicable, for example Twitter, Facebook, LinkedIn. Eventually, as the new marketing materials are being printed, these icons should become an integral part of the design. There is a wide array of icons for each social media channels Wikipedia, Youtube, LikedIn, Twitter, Etc. so it is important to choose the most recognizable icons to apply to traditional materials from in order to efficiently capitalize on the Hero Campaigns presence on these sites. While we have made the case for social media, it is the implementation by the Hero Campaign that will determine the success of the initiative.

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Participating in an Internship: as an Employer

When looking at ways to implement a social media program you cannot only think about the initial launch and start up, but you also need to remember that a lot of work will need to continue going forward in order to maintain the social media sites by keeping them fresh and updated. It is extremely important to stay current when it comes to your social media presence. With this come new responsibilities for everyone in the organization to make sure that the online presence is not being forgotten about or tarnished. Although many large companies have the budget to dedicate an employee or employees to managing their social media presence, for a small non-profit this becomes a bigger challenge and added expense that could be hard to fit into an already squeezed budget. This is why one of our recommendations is to bring on an college Intern(s) throughout the year whose sole responsibility it will be to manage the social media program that has been developed. The intern will not only provide cheap (free) labor, they will be extremely excited and will be able to bring in a new skill set into the role and company. Not only will the young fresh ideas be energizing to the rest of the team, you will have the opportunity to pick a student who is on the cutting edge of social media at their university. This will also be a great opportunity for the HERO Campaign to not only hire their target audience but to connect with them through the Interns already established network of friends and family. Internships at many schools are becoming required in order to graduate, and this is a great opportunity for a Communications major, Marketing major, or even Political Science major to get their foot in the door into an arena that is exploding. Although the pros largely outweigh any negative aspect of having the additional help, there are a few things to consider before bringing on an intern. There will need to be someone dedicated on the team to making sure that the intern is receiving the most out of the opportunity as possible. Someone from the HERO Campaign will also need to dedicate time each semester to reviewing resumes, interviewing candidates, and working with the University to ensure that any mandated requirements are being met in order for the them to receive University credits. There will also need to be additional management and a transitional guideline to ensure that as new interns come and go there is no gap in the online presence as well as ensuring that the online voice of the HERO campaign is not drastically changing from semester to semester as writing styles and interests will vary from person to person. There are many great Universities in the area who have established internship programs, and will be a great way to establish new relationship with the schools. Information on a few local universities is provided below to help with getting the process started. UNIVERSITY PROGRAMS Stockton University Internships at Stockton are held in the Spring, Summer and Fall semesters. The student can take the internship for credit 4 credits equates to 152 working hours (typically 10 hours per week for 15 weeks) Less credit options are also available

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Typically only offered to Business majors Marketing, Management, Finance, and Accounting Having an unpaid internship is ok; they have worked with other unpaid internships in the past The company needs to register at www.stockton.edu/careerconnect/employer The student then goes onto the student section of career connect and applies for open internships listed Spoke to Cindy Russell at the Career Center 609-652-4534 Villanova University Internships are held all year long on the on the semester schedules To earn 3 credits a students must work 150 hours during the semester The deadline for students to be approved for an internship for Villanova credit for the Spring 2012 semester is January 23rd Unpaid internship will not affect the student earning credit hours An online form needs to be comleted and submitted which will describe the position and can be filled out http://www.villanova.edu/forms/artsci/internships/jobdescription.htm All majors are eligible for internships; Political Science, Business, and Communications. An internship is required for Communication majors. Spoke to Luisa Ruggieri at the Internship Center 610-519-4232 o http://www1.villanova.edu/villanova/artsci/undergrad/ous/profdevt/intern ship/employers.html o She could send out a mass email to students about the internship Drexel University Drexel offers co-op program to their students which gives them on hand experiences in the job market The students are available year round and not just part-time or during summer breaks The co-op is a six month employment cycle (two terms) with flexible scheduling options Co-op employers must provide a safe work environment Need to define a salary - Typically most co-ops are based on paid employment while some students do enter into unpaid arrangements based on the quality of work and experiences provided. Spoke with Megan Haupt mh855@drexel.edu - 215-571-3654 o Would prefer an email with overview information on the organization and position as well as what we are looking to get out of the co-op student (i.e. background, which major etc.) Things to consider before bringing on an Intern: Can you provide meaningful work assignments? Have an effectively written job description to attract a better quality student. Is there someone on the staff who will be able to supervise the intern? Will they be able to dedicate the time to scan through resumes and interview potential candidates?

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Be sure that you will be able to properly orient the student by explaining the mission, the structure of the internship and any policies. Will be able to meet with the intern on a regular basis to provide feedback and ensure learning objectives are on track. Pros and Cons: Pros: The experience they will have cant be taught in the classroom and will provide something that they will not get anywhere else. It will allow them to test-drive what they may want to do after graduating. It will open doors and provide connections to the intern for the future. The intern will work diligently for no money, and therefore you will be able to get more work done on a daily basis without affecting the budget. The intern can bring in new ideas into the organization. Cons: Since the internship is unpaid, if they become unhappy, he or she will either quit or not perform well resulting in a slowdown in productivity. There is a lot of time dedicated to the upfront search to find the right intern as well as time spent training the intern during their time there. Given that this intern would largely be focused on social media, you run the risk of your social media voice being jeopardized or not having a consistent tone semester and semester. There will be forms and paperwork that will need to be filled out in order for the student to receive the proper credit from their institution.

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Measuring Social Media Performance

Thus far, there's no standardized best practice for measuring social media performance. And that's not for a lack of options. The past year has seen a flood of new analytics tools hoping to definitively crack the social ROI code: Do customer conversions matter? What about cold, hard sales? Or maybe it skews more intangible with metrics like "buzz," "engagement," and "impressions." Terminology notwithstanding, it's in the industry's best interest to prove its own effectiveness (Griffith). Yet while technology has grabbed most of the headlines as the sexy new enabler, this era is really "relationship" driven. Relationship now plays an expanded role as gatekeeper and thus gate opener for viral transmission, mass appeal and powerful influence. In the new model where "friends" are so powerfully connected and influential, relationships are really the 800-pound gorilla in charge. Ironically the speed and power of the new technology only magnifies the consequences of relationships. The old adage was give customers a good experience and they will tell one or two people, but give them a really bad experience and they will tell seven or eight. The new rule is the old rule times ten, or a hundred or more (Hall). Notwithstanding the relatively recent history of social media marketing, when one invests limited resources into a business strategy it is important to track how effective this strategy is. Pioneer social media strategist, J.D. Lasica suggested a number of dimensions to be looked at, but the ones particularly applicable to the HERO organization model are: 1. Customer Engagement - As social media is extremely interactive, users are able to participate in conversations about your organizations and this allows you to accordingly improve upon your marketing strategy and outreach efforts. Indicators below provide a good measure for this dimension: Number of followers and / or retweets on Twitter Number of friends and /or likes on Facebook Number of comments as well as comment content on blog posts. 2. Search Marketing & Rankings search engine optimization is one of the most desired results of the social media campaign. This dimension can be enhanced and measured by: using targeted keywords strategically on social networks using links from Twitter or even YouTube to achieve valuable search rankings within your organizations search terms Each time someone shares content from your website on a social networking site, you can get a link back along with a submission history

In addition to these general performance measurement approaches, there are a number of services that allow tracking of the success of your social media campaigns: Klout (www.klout.com) is a tool that combines several data points (followers, retweets, clicks, etc) and then applies proprietary calculations to come up with a single metric.

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PostRank (analytics.postrank.com) should be looked into more detail if the HERO Campaign decides to utilize blogs about its programs and efforts to a greater extent. This analytics tool (free - $15.00 a month) provides a detailed blogging scoreboard. OpenSiteExplorer from SEOmoz (www.opensiteexplorer.org) allows you to track up to 1,000 links on the free version and see what sites are linking to your site, as well as to your competitors. It allows you to pursue new opportunities and get great new ideas of what other sites might be a good fit to link to you site as well. The Klout Score One of the more distinct social media performance measurement tools is the Klout Score which measures the influence based on your ability to drive action. Every time you create content, or engage, you influence others. This tool can tell you a lot about your online presence. Having a strong online presence is more than just having accounts with the different social media networks; its about creating fresh, engaging, unique, and relevant conversation. Its about ROI (Return on Influence). Your Clout as a brand can be measured by your Klout score and digital footprint. The Klout Score uses data from social networks in order to measure: True Reach: How many people you influence Amplification: How much you influence them Network Impact: The influence of your network True Reach Your True Reach is the number of people you influence. Klout filters out spam and bots and focuses on the people who are acting on your content. When you post a message, these people tend to respond or share it. Amplification Your Amplification is how much you influence people. When you post a message, how many people respond to it or spread it further? If people often act upon your content you have a high Amplification score. Network Impact Your Network indicates the influence of the people in your True Reach. How often do top Influencers share and respond to your content? When they do so, they are increasing your Network score.

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KL O U T ST Y L E M AT RI X

as of November 30, 2011

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KLOUT STYLES

Celebrity You cant get any more influential than this. People hang on your content like no other. Youre probably famous in real life and your fans simply cant get enough. Taste Maker You know what you like and your audience likes it too. You know whats trending, but you do more than just follow the crowd. You have your own opinion that earns respect from your network. Broadcaster - KomenfortheCure You broadcast great content that spreads like wildfire. You are an essential information source in your industry. You have a large and diverse audience that values your content. Curator You highlighted the most interesting people and find the best content on the web and share it to a wide audience. You are a critical information source to your network. You have an amazing ability to filter massive amounts of content to surface the nuggets that your audience truly cares about. Your hard work is very much appreciated. Pundit You dont just share the news, you create the news. As a pundit, your opinions are wide-spread and highly trusted. Youre regularly recognized as a leader in your industry. When you speak, people listen. Thought Leader You are a thought leader in your industry. Your followers rely on you, not only to share the relevant news, but to give your opinion on the issues. People look to you to help them understand the days developments. You understand whats important and your audience values that. Feeder Your audience relies on you for a steady flow of information about your industry or topic. Your audience is hooked on your updates and secretly cant live without them. Syndicator You keep tabs on whats trending and whos important to watch. You share the best of this with your followers and save them from having to find whats hot on their own. You probably focus on a specific type or cater to a defined audience. Networker You know how to connect to the right people and share whats important to your audience. You generously share your network to help your followers. You have a high level of engagement and an influential audience.

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Socializer - HEROCampaign You are the hub of social scenes and people count on you to find out whats happening. You are quick to connect people and readily share your social savvy. Your followers appreciate your network and generosity. Conversationalist You love to connect and always have the inside scoop. Good conversation is not just a skill, its an art. You might not know it, but when you are witty, your followers hang on every word. Dabbler You might just be starting out with the social web or maybe youre not that into it. If you want to grow your influence, try engaging with your audience and sharing more content. Specialist - MADDOnline You may not be a celebrity, but within your area of expertise your opinion is second to none. Your content is likely focused around a specific topic or industry with a focused highly-engaged audience. Activist Youve got an idea or cause you want to share with the world and youve found the perfect medium for it. Your audience counts on you to champion your cause. Explorer SADD_SA You actively engage in the social web, constantly trying out new ways to interact and network. Youre exploring the ecosystem and making it work for you. Your level of activity and engagement shows that you get it, we predict youll be moving up. Observer You dont share very much, but you follow the social web more than you let on. You may just enjoy observing more than sharing or youre checking this stuff out before jumping in full force. In the course of the holiday HERO social media pilot campaign the project group has increase the HERO campaigns score from 11 to 34 (out of 100).

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PILOT CAMPAIGN
Due to the Thanksgiving holiday, and the overwhelming statistics related to drunk driving on the eve of that holiday, we felt it important to launch a pilot social media campaign. Utilizing primarily Facebook and Twitter, and YouTube at the end of the campaign, we looked to generate real data that we could use to analyze and define the tools and metrics of a quality campaign. We define a quality campaign by the return on influence, the ROI of social media campaign. In addition, we utilized selfgenerated Facebook advertisements to support the campaign. Although it was on short notice, we were able to launch a successful campaign that increased awareness, generated Facebook Likes and Twitter Follows, but most importantly, helped to define the type of tools necessary to Build a campaign, identify the metrics to Measure, and Learn from the results. This Build-Measure-Learn cycle is a critical part of analyzing social media campaigns. It requires time, skill, and practice to meet your objectives, but it is something that can be taught and learned by most employees. Holiday HERO Social Media Pilot Campaign: Details Date Range November 16, 2011 November 23, 2011 (Thanksgiving Eve) Tools Access to both the HERO Campaigns Facebook, Twitter, and YouTube Created a campaign specific Fan-Gate and Welcome Page which was embedded on Facebook Purchased short domain HC11.org which linked to the Facebook Fan-Gate Utilized Facebook advertisements Created Holiday HERO PSA Trailer Goals Create awareness, increase Likes & Follows, and increase social media online presence (Klout Rating). Administrator VSB Non-Profit Consulting Team Objective Create a benchmark to build future campaigns, identify applicable metrics to measure, and learn from the results. Initial Tweet RT@HEROCampaign. Be a HERO. Be the LIFE of the Party! Make the pledge to be a Holiday HERO on 11/23/11. http://HC11.org. #HC112311 Fan-Gate & Welcome Graphic Title: The HERO Campaign Presents Be a HERO Holiday Pledge Campaign Goal: Help us meet our goal of achieving 2,000 Facebook Likes and adding 100 Twitter Follows in 7 days!

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Holiday HERO Social Media Pilot Campaign: Results & Analysis

FACEBOOK LIKES Increase: 269 Percentage: 23% 11/16: 1,180 11/17: 1,198 11/18: 1,228 11/19: 1,239 11/20: 1,240 11/21: 1,256 11/22: 1,325 11/23: 1,445 Final: 1,449 TWITTER FOLLOWS Increase: 55 Percentage: 196% 11/16: 28 11/17: 42 11/18: 52 11/19: 70 11/20: 75 11/21: 80 11/22: 82 11/23: 83 Final: 83 KLOUT SCORE Increase: 23 Percentage: 209% 11/16: 11 11/17: 11 11/18: 26.15 11/19: 26.67 11/20: 28.03 11/21: 28 11/22: 27.94 11/23:28.74 Final: 34

In addition to grass-roots social media marketing, we utilized Facebook advertisements to generate Likes, but also to test the quality, type, and geographic targeting of the individual advertisements. We utilized the HERO Campaign logo for all four advertisements. We created two variations of the copy with one at a national level and one at a regional level. The $191 spent led to 162 new Connections or Likes over a three-day period (almost $1 per Like). Over a longer period of time and with the right management and right advertisements, the goal would be to drive the Likes up at a greater rate than the spend budget. This is certainly attainable.

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The national level advertisement met the following criteria: This ad targets 140,051,760 users: - Who live in the United States - Age 18 and older - Who are not already connected to HERO Campaign The regional level advertisement met the following criteria: This ad targets 25,776,220 users: - Who live in the United States - Who live in Delaware, District of Columbia, Maryland, New Jersey, New York, Pennsylvania, or Virginia - Age 18 and older - Who are not already connected to HERO Campaign Below are the two variations of the copy: Life of the Party: Make the pledge. Help us save lives this holiday season by being a designated driver. Be a HERO. Be the LIFE of the Party. Thanksgiving: The night before Thanksgiving is one of the most social nights of the year, but its also one of the most dangerous too. Be a HERO. The Thanksgiving variation of the advertisement had the best results. We attribute that to the timeliness of the Holiday, along with the open-ended verbiage leading users to be intrigued. Additionally, the national advertisement had the greater reach and led to the most connections. Utilizing Facebook Insights, a social media campaign manager can learn a great deal about the current demographics of those that Like your page. Below you will see screenshots of Facebook Advertisements including the Ads Overview and Results, Insights Overview, Insights Demographics, and Insights Interactions. The results are clear. Note the information highlighted in the blue circles

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Facebook Ads: Overview & Results

Facebook Ads: Insights Overview

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Facebook Ads: Insights Demographics

Facebook Ads: Insights Interactions

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Facebook Screenshot: 11/16/11

Facebook Screenshot: 11/24/11

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Facebook Screenshot: 12/3/11

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Twitter Trends

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Klout Score Dynamics

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SOURCES
"A Developmental Perspective on Underage Alcohol Use Volume 32" niaaa.nih.gov, Number 1, 2009 <http://pubs.niaaa.nih.gov/publications/arh321/toc32-1.htm> Bayer, Jay. 6 Social Media Success Metrics You Need to Track. December 16, 2010. <http://www.socialmediaexaminer.com/6-social-media-success-metrics-you-need-to-track/> Brown, Morgan Content is King Creating content to drive business. Slideshare.net <http://www.slideshare.net/morganb180/social-media-content-strategy-content-is-king> Discover the Importance of Target Audience Profiling, Cindy Kennaugh, On The Mark, 2011. Facebook Still Top Social Marketing Venue for SMBs. eMarketer.com. November 22, 2011. <http://www.emarketer.com/Article.aspx?R=1008703> Griffith, Erin. Social Draws Big Ad Dollars, but Does It Really Work? Adweek. 9/26/2011, Vol. 52, Issue 33. Hall, Robert. Relationship: The Driver of High-Tech Marketing. ABA Bank Marketing. November 2011. How to Define Your Target Audience, Catherine Chase, eHow, 2011. OASIS Social Media Best Practices socialmedia404.com. <http://www.socialmedia404.com/?page_id=6> LaRow, Mark. How Companies Can Make The Most Of Their Facebook Data. Forbes.com, 10/5/2011. Millennials: Confident. Connected. Open to Change, Pew Research Center, February 24, 2010. SocialBrite.org. Blog (provides strategic consulting services to help nonprofits master the social Web). <http://www.socialbrite.org/2011/11/.> Social Media Landscape FredCavazza.net. <http://www.fredcavazza.net/2008/06/09/social-media-landscape> Social Marketings Benefits Rival Email for Small Businesses. eMarketer.com. June 6, 2011. <http://www.emarketer.com/Article.aspx?R=1008425> Stelzner, Michael A. 2011 Social Media Marketing Industry Report: How Marketers Are Using Social Media to Grow Their Businesses. April 2011, <http://www.socialmediaexaminer.com/SocialMediaMarketingReport2011.pdf>. The Conversation Prism The art of listening, learning, and sharing. Thecoversationprism.net. http://www.theconversationprism.com/ Tuten Tracy, Advertising 2.0 Social Media Marketing in a Web 2.0 World 2008 Praeger Publishers.

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APPENDIX
More about the HERO Campaign: Organizational Structure
John R. Elliott Foundation Board of Trustees

Executive Director William D. Elliott (Volunteer)

Director of Development Brian M. Barry

Director of Marketing Jaime Muratore

Director Community Outreach Pamela Tyson

College Coordinator Ally Claire

Special Event Coordinator Lisa Muratore

William Elliot, Executive Director The Executive Director serves as the chief operating officer of the HERO Campaign for Designated Drivers and is responsible for the overall operation and fiscal performance of the Campaign, along with its strategic vision and business plan. The position reports to the Chairman of the Board of trustees and attends all Board meetings. The Executive Director has ultimate responsibility for all fundraising activities, including donor solicitation, recognition and relations, donor database management, sponsor development, special events, annual giving, major gifts and estate gifts, and maintaining all financial records, donor database managements and reports. The position also is responsible for staff supervision, hiring and termination, volunteer recruitment and management, setting goals, and motivating staff performance to achieve organizational priorities. The person must also be a proven leader with substantial executive experience in the private or non-profit sector, excellent written and oral communication abilities, and high moral and ethical leadership standards. Brian Barry, Director of Development The director has general responsibility for day-to-day fund raising activities including special events, sponsor solicitation, direct mail and sponsor relations. Specific duties include operational responsibility for the annual HERO Walk and the annual Be a HERO Golf Tournament. Other duties include donor database management and development. The director identifies and solicits sponsor and donor prospects. The position also maximizes the use of the HERO Campaign website and social media to develop fundraising programs and solicitation strategies to maximize contributions.

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In addition to the New Jersey HERO Walk, the director will be responsible for similar events in other states, including Delaware, Poconos Raceway, and college sports stadiums. Responsibilities include HERO Campaign activities in sports stadiums and Live Nation concert arenas, including promotional videos and opportunities for corporate partnerships to build awareness and generate revenue for the Campaign. In support of HERO Campaign special events, the Director supervises marketing and various activities of the annual HERO Walk, including team captain development and special event management software. The position also supervises the College Special Events Coordinator. The director also seeks opportunities for in-kind donations, including highway billboards. Jaime Muratore, Director of Marketing The director is responsible for all marketing communications activities, and comanages sponsor development activities with the Director of Development, including special events and sponsor events (HERO Ribbon Days and Hair Cuttery hair cutathons) to benefit the HERO Campaign. Major responsibility for sponsor relations and recognition activities. Responsibilities include promoting the campaign through special events and block parties, particularly in support of registration activities for annual HERO Walk. Primary responsibility for the College HERO Campaign to establish HERO chapters on College campuses throughout New Jersey and surrounding states. Responsibilities include the Designated HERO program to identify and recognize outstanding designated driver students with highway billboards. Manages social media and internet marketing, video production and supervision of the College HERO Campaign Coordinator. Pamela Tyson, Director of Community Outreach Primary responsibilities include graphic design, production and management of all marketing and promotional materials, including advertising, highway billboards, posters, banners, brochures, direct mail campaigns, etc. The director supports marketing and fund raising needs, including management of the donor database. The director is responsible for all fulfillment programs in support of individual, chapter and community requests for HERO Campaign marketing and promotional materials, including bar and tavern posters, special event banners and displays. The director also pursues opportunities to promote the Campaign with HERO booths at college and community events, including athletic events and block parties. The director also coordinates the operations of the annual Be a HERO Golf Tournament, and supports the College Designated HERO program by providing graphic design and photography services for the highway billboards to recognize outstanding student designated drivers.

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Ally Claire, College Coordinator Reports to the Director of Marketing and Corporate Sponsor Development. Works directly with students and administrators at colleges to establish HERO Campaign chapters. Also manages the Designated HERO program to recognize outstanding student HERO Designated Drivers. Supervises student events and recruitment activities, and fundraising events, including the HERO Games to promote the HERO Campaign on college campuses. Lisa Muratore, Special Event Coordinator Supports all special event activities, including the annual Be a HERO Golf Tournament. Working with database manager, develop strategies and execute annual and periodic direct mail solicitation campaigns. Support college HERO Campaign programs with promotional materials, including banners. Help coordinate college fundraising activities. Assist with College Designated HERO program. Develops and supports team captains for annual HERO Walk. Recruit and coordinate volunteers for special events, including Live Nation concert registration program. List of Initiatives/Challenges/Opportunities: 1. HERO College Program We now have an active program on a number of college campuses to name an outstanding HERO whos picture is displayed on highway billboards. 2. Funding We have corporate and government grants and revenue from special events, which need to grow if our programparticularly the college program--is to grow. 3. Social Media We believe the growth of the HERO Campaign on college campuses nationwide will be a function of social media such as Facebook, Twitter and Go to Meeting.com. 4. Designated HERO We want to rebrand the term Designated Driver as a Designated HERO. The college program can help, along with our growing association with Major League Baseball and NFL teams. 5. Philadelphia We have an ongoing partnership with the Philadelphia Phillies and Clear Channel Outdoor Advertising. We should be doing more with the Phillies and with our billboard campaigns in and around Philadelphia 6. Pennsylvania Although we are active in and around Philadelphia, the state has not yet officially adopted the HERO Campaign. The Governor and Legislature need to recognize and adopt the campaign. 7. Corporate Funding Our largest source of funding is the Wawa corporation through the coin drop program at 250 stores in New Jersey. The program should be expanded to Wawa operations in Pennsylvania. Additional Want to register 1 million Designated Drivers.

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Internship Posting Sample: Digital Marketing and Social Media Manager

Organization Location: Travel Involved: Job Type: Job Level: Education: Category: Compensation: Description The Digital Marketing and Social Media Manager Internship Program provides students or recent graduates with hands on experience developing, creating and managing the implementation and execution of marketing/programs utilizing social media platforms. This fantastic opportunity will provide relevant real world experience designing and delivering content in cutting edge technologies like Facebook and Twitter, help gather and analyze metrics, and will be responsible for helping to execute the Hero Campaigns social media strategy. We expect you to brainstorm new innovation into each project, perform organizational and administrative tasks, and be adept in utilizing social media outlets, writing press releases, and providing input into our marketing campaigns. This positions' digital and social marketing responsibilities include: driving awareness of the Hero Campaign brand by specifically focusing on digital and social engagement and growing the platform. Applicant should be proficient in aspects of marketing mediums and forward thinking to enable the Hero Campaign to capitalize on future trends. Requirements Actively pursuing or have a Bachelor's degree in Marketing, Advertising, communications or related fields. Self-directed leader with extensive knowledge of internet, digital and social media platforms. Organization, communication, analytical skills, and the ability to communicate effectively are a must. Hero Campaign Ocean City, NJ US Yes Part Time or Full Time Professional Some College/Bachelors Degree Marketing, IT Unpaid

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Twitter Campaign Initiative

Goals: Create awareness, increase Likes & Follows, and increase social media online presence. Pilot Campaign Administrator: VSB Non-Profit Consulting Team Objective: Create a benchmark for future campaigns, identify applicable metrics, and measure results. Tools: Create Facebook Fan-Gate & Welcome Page, develop engaging tweet, and track results daily. Planned Campaign Administrator: HERO Campaign Organization Primary Objective: Create awareness, increase Likes & Follows, and increase social media online presence. Secondary Objective: Designated Driver brand reposition, leverage corporate sponsorships, raise funds, and go viral. Tools: Create Facebook Fan-Gate and Welcome Page, create website banner advertisement, embed Twitter tracking application, pledge donation application, database retention application, engage key influencers, develop engaging tweet, and track results systematically. Pilot Campaign Fan-Gate Details Title: The HERO Campaign Presents Be a HERO Holiday Pledge Campaign Content: A Designated Driver is a HERO, in every sense of the word. HEROs save lives and honor Ensign John Elliott and all of the victims of drunk driving. We encourage you to make the Be a HERO Holiday Pledge by being a designated driver on November 23rd, 2011. The night before Thanksgiving is one of the most social nights of the year, but it's also one of the most dangerous too. Many people think that New Year's Eve is the night when the most drunk driving accidents occur, but they would be wrong. New Year's Eve is a distant second to the Thanksgiving holiday, which statistically has the largest number of drunk driving fatalities. Help us spread the word on Facebook and Twitter by making the Holiday Pledge to: Be a HERO. Be a Designated Driver. Goal: Help us meet our goal of adding 1,000 Facebook Likes and 100 Twitter Follows in 7 days! Planned Campaign Fan-Gate Details Title: The HERO Campaign Presents The DH All-Star Pledge Campaign Content: A Designated Driver (DD) is a Designated HERO (DH). Just like a Designated Hitter (DH) in baseball, we want you to pledge to get in the game and make a play by being a Designated HERO on July 10th, 2012, the night of the MLB AllStar Game. Just like HEROs, All-Stars make big plays, and whats a bigger play than saving a life? Join the MLB and all the All-Stars in saluting the everyday DHs that step up to the plate and save lives. Help us spread the word on Facebook and Twitter by making the All-Star Pledge to: Be a DH. Be a Designated HERO. Goal: Help us meet our goal of adding 10,000 Facebook Likes, 1,000 Twitter Follows, and $10,000 in Pledges in 30 days!

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Pilot Campaign Tweet RT@HEROCampaign. Be a HERO. Be the LIFE of the Party! Make the pledge to be a Holiday HERO on 11/23/11. http://HC11.org. #HC112311 Planned Campaign Tweet RT@HEROCampaign. DesignatedDriver(DD)=DesignatedHERO(DH). Pledge to be an AllStar DH on 7/10/12 & Be a HERO. http://HC12.org. #HC71012

Tweet Diagnostics Ensure Tweets contain the following: 140-character limit Call to Action 1 (ReTweet) Awareness (@HEROCampaign) Tagline (Be the Life of the Party) /Rebranding (DH) Call to Action 2 (Pledge) Need (Thanksgiving Holiday/Major Sports Night) Traffic Driver (Short domain points to Facebook Fan-Gate) Metrics (Unique hash tag to track analytics - not currently in use) Message (all positive and keeps with HERO brand and value proposition)

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Social Media Checklist / Ideas http://www.socialmediacharity.com/2011/08/advice-charity-first-steps/ Take the first step for your charity Facebook, Twitter, Youtube 1. Branding your Charity Social Profile Make sure your Charity brand shines brightly in your profile image on all services you use. Take the time to crop or add padding to your profile image so it fits nicely and any wording can be clearly read. One size does not fit all so customize for Facebook, Twitter and any other network you use. Facebook you can use the 5 images at the top of your profile to get creative and make more impact. Twitter create a custom Background and set a nice color style that is clear to read but also reflects your brand. Make sure to use colors that complement your brand 2. Connect everything to your social plane Your Social Media accounts should be linked to from every source you have, Website, Newsletter, Email footers. Put it everywhere because everyone is using social media! Cross promote your Social accounts using your Social accounts, Make a youtube video talking about your Facebook Page and then post the video on Facebook and Twitter. Always look for opportunities to close the loop around your social media activity. 3.Talking to the world Never be afraid to have a voice and an opinion, if you need to develop a voice with other members of your team so you reflect the brand in all your messages. Do talk about things you enjoy Music, Films, Books as long as it reflects well on the brand you can use these Personal moments to build a relationship with your community that is stronger than just the cause you represent. Not every message you receive needs a reply, mostly because as your accounts grow its impractical to reply to every message. Sometimes people just want to vent, other times they are trolling and your reply may well fan the flames and cause a negative event for your brand. Look to build positive relationships with your supporters, monitor negative sentiment and take action as required Use your community to drive the discussion in the community and build brand awareness, if someone tweets you an insightful comment or during a campaign comments are coming it that you dont have time to reply to. Retweet them and let the rest of your community get involved in the discussion, many people will retweet your retweet pushing your brand into new streams the discussions that those retweets generate will flow back to you via mentions or setup a search so you can see them.

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You can see this in action on @FamilyLives (10,000+) & @BullyingUK (30,000+) Twitter accounts, we drive the debate forward whenever possible and give the community a voice to the rest of our communities Tools make life easier Use services like TweetDeck and Hootsuite to make managing your Social Media accounts easy, they draw together all your account so you can post to and see the feeds of them all simultaneously, Metrics Woopra, Bit.ly and Klout should be in your tool box and used to monitor how your social profiles are performing Woopra is a visitor analytics package that will allow you to see your website visitors in real time, use this to judge in real time how successful promotion on social sites is working. Bit.ly used to track the links you place on social media sites also provides the ever important shortening service for you; consider a custom shortened url to reinforce your brand message. After you have created an account on Bit.ly, every website address that you shorten can be tracked. You can view stats on exactly how many people click the links you send out on Twitter in your Bit.ly account. This is a crucial best practice so you can track ROI and discover what content your followers are most interested in reading. Klout measures your Social Media account daily and provides a score you can use to judge your success against the rest of Klouts users. Quickly becoming a standard in social metrics.

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Twitter Tips
@HEROCampaign www.twellow.com/HEROCampaign Neither has been utilized. No shortcut from Home Website Best Practices http://www.skepticgeek.com/socialweb/top-10-best-practices-of-social-media-expertson-twitter/ Emphasize Positives Retweet anything and everything whenever anyone says anything positive about you. This includes all mentions, all Follow Fridays, and all @replies. Demonstrate Engagement Once in a while, ask a question or for help, after a while, say Thanks for all the responses! Engage With Influencers Keep @replying to people who are celebrities on Twitter with a high Klout. Keep doing it, even if you dont get a response. Once in a blue moon, one of them will. Reciprocate Its all about give and take. You need to keep a score of who retweets you how much and who has mentioned you positively and who has recommended you. You should reciprocate in exactly the same manner, in exactly the same proportion. Share Whenever you attend a social media conference, tweet about it in realtime, with the appropriate hashtag for that conference. http://www.diosacommunications.com/twitterbestpractices.htm Follow on a 1:1 ratio People are more likely to follow you if they think you will follow them back. mathematical data that supports the 1:1 follow ratio. Use Favorites to organize the chaos and feature your most important Tweets! The favorites option on Twitter is a simple, excellent tool to help you organize the chaos. Dont only Tweet your own content Twitter is a news source. Participate in news. Tweet articles or blog posts by your favorite newspapers, bloggers, or other nonprofits. Find allies, build relationships.

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Limit your Tweets to 5 per day, and no more than 6 Less is more when it comes to Tweeting. See poll results.

Poll your followers to increase participation Twtpoll.com is a free service that allow you to create polls Register your organization's Twitter account with TweetMeme. TweetMeme is like Digg, but with Tweets. Sign up for account and register your nonprofit's Twitter profile. It takes less than a minute and you only have to do it once. From there on out TweetMeme will automatically compute and broadcast the number of times your article has been ReTweeted, and by whom. A simple idea that could be very powerful for your organization if one of your Tweets/articles moves up the ranks and becomes a featured Tweet. Add TweetMeme ReTweet Buttons to your website and blog. TweetMeme ReTweet Buttons are for website and blog publishers who want to encourage their audience to tweet their content on Twitter. If folks are logged in to their Twitter account, all they need to do is click the button once and the ReTweet is posted. Try it... scroll to the top of this page to see it in action! Claim your organizations Give a Tweet profile. If your nonprofit has a profile inside of Network for Good, then it has a profile on GiveaTweet.com. Many Twitter fundraising tools have come and gone, but GiveaTweet has some great tools and a lot of potential. Learn More: Three Reasons Why Nonprofits Should Give a Tweet

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Create a Twibbon for your organization or Cause. Twibbon.com allows you and others to embed a Twibbon over your avatar on Twitter. For example: 1) Support Breast Cancer Research. 2) PETA 3) Support Haiti. It's fun, easy, and the Twitterverse likes them. Add your organization's KEYWORD and SHORTCODE pitch to your Twitter Background. Many nonprofits create custom backgrounds for their Twitter profiles to match their organization's branding. Some list their organization's website, blog, Facebook Page, YouTube Channel, etc. although they can not be hyperlinked. Additionally, and perhaps more effective, would be to add your organization's KEYWORD and SHORTCODE pitch, such as: Text HAITI to 90999 to donate $10 the Red Cross! [Hint, Hint Red Cross]. For an axample, see the Twitter background @greenhouseintl. Enable Tweet Location. Under Settings > Tweet Locations > Check the box enabling Tweet Location. There are an increasing number of third-party Twitter tools like TwitPic and @2Gov.org that use geolocation to empower your Tweets to show up on numerous maps and Twitter tools. Enabling Tweet Location increases exposure for your organization. Monitor your Tweet Stats. TweetStats is a mostly fun, kind of useful third-party Twitter App that will dissect your Tweets and Replys by hour, week and month. Their Trends and Popular Apps and Tweep pages are interesting too. Add a Twitter Tab to your Facebook Page. Make sure you are logged into Facebook and designated as an Admin for your organizations Facebook Page. Go to Involver's App Gallery [You can install two of the basic Apps for free]. Click the Facebook Install button for Twitter. It will ask you to choose which Facebook Page you want to install the App. Select your page and then click the Add Twitter for Pages button. You will then be prompted to enter your name, email address, phone number, and Twitter User Name. All four fields are required. Click Save & Continue and then Continue to Fan Page. The final step is to click + Add a new tab on your Facebook Page, then Select Twitter. The Twitter Tab will automatically appear. You can then drag and drop your Tabs in the order you think it most important for your Facebook Strategy. Keep in mind that the default settings are that the Wall Tab is first, the Info Tab is second. [See the Involver Twitter App live] Don't sync Twitter with LinkedIn and Facebook! Every community is unique. While it is fine to post five or more Tweets per day on Twitter (as long as they are spread out through the day), five Status Updates on Facebook and/or LinkedIn is annoying to most people. Syncing Twitter with most social networks (Myspace is an exception) is a huge mistake. People don't want to be overtly marketed to on social networks, nor do they want to follow bots. Syncing Twitter with Facebook and LinkedIn is exactly that.

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If you don't have time to manage numerous communities on social networks, then it is better to do one right rather than all three wrong. Customize your Twitter avatar for special fundraising or awareness campaigns. If your organization is running a special fundraising or awareness campaign, get a custom avatar designed for the campaign. Just make sure that the various versions of your avatar also include your logo. The vast majority of the time your avatar should be a square version of your logo (that you also use consistently on all social networking sites), but for special campaigns changing your avatar can help get your campaign noticed. You can also create a Twibbon for your campaigns. Get professional training on how use Twitter! Knowing how to use social media in your personal life is quite different from knowing how to use it professionally. Training is essential for launching and maintaining a successful social media strategy for your organization. Be sure to take DIOSA's Webinar on How to Nonprofit Organizations Can Successfully Use Twitter and Twitter Apps.

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Facebook Tips www.facebook.com/HeroCampaignfor DesignatedDrivers Best Practices: http://www.diosacommunications.com/facebookbestpractices.htm Configure your Page's "Settings" to allow more participation. To allow maximum participation on your Facebook Page, go to "Settings" on the home view under the "Share" button and: View Settings: 1) Default View for Wall :: Posts by Page and Fans 2) Default Landing Tab for Everyone Else :: Wall or Custom Tab 3) Auto-Expand Comments :: Check Fan Permissions: Check :: Fans can write on the wall Check :: Allow fans to post photos Check :: Allow fans to post videos Check :: Allow fans to post links Use your organization's logo as your Page picture. Add and use the "Links" App. The Links App allows you to add links to your Status Updates. The Links App comes with all Pages automatically. Don't delete it and use it with every Status Update. Ask questions to spark conversation and activity on your Page. Facebook Pages were designed to inspire comments and thumbs up by your Likers. A good strategy to increase activity on your Page is to pose questions in Status Updates. People will then reply answers on your Page giving it more dynamic, community-driven look and feel. Add the "Causes" App for fundraising, but don't just limit your organization to using Causes for Facebook fundraising. The Causes App allows nonprofits to fundraise on Facebook. Your organization must be in GuideStar.org for you to be able to use Causes. Donations are processed by Network for Good and JustGive.org. There is a lot of potential with Causes for fundraising, but have low expectations. For most nonprofits, few dollars have been raised. That said, the company is constantly innovating and new tools and functionality are supposed to be coming in 2011. Add the "Notes" App and feature it as a Tab if your organization does not have a blog. This Notes App essentially allows you to run a blog on your Facebook Page. Like a blog, notes are listed chronologically and fans can comments and give thumbs up. You can feature "Notes" as a Tab. Add the "Static FBML" App and learn basic HTML. The Static FBML App is one of the most important Apps on Facebook. It allows you to add customized Tabs to your page that can include text, links and images as long as you have a basic working knowledge of HTML (View Basic HTML Tutorial). PLEASE NOTE: Facebook is only supporting the FBML App

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through December 31, 2010! Build those custom Tabs while you still can... easily! Add a "Like Box" to your website or blog. To grab a Like Box, login as an Admin to your Facebook Page and go to Edit Page > Promote with a Like Box. On that page you can grab code for a widget that you can embed on your organization's website or blog that will display the status updates on your Facebook Page, thumbnails of your Likers, as well as a "Like" button. If your organization is investing time and energy into building your Facebook presence, then a Like Box is a must. See the Sierra Club website for an example. Use the "Favorites" function to build partnerships on Facebook. Each Facebook Page has a link under the logo on the home view named "Add to my Page's Favorites". Use this functionality to build and foster partnerships on Facebook. If a foundation recently gave your organization a grant and they have a Facebook Page, then "Favorite" them on your page and post a comment on their wall letting them know that you made them a "Favorite." If your organization has numerous chapters throughout the country, then favorite each one on the Facebook Page for the national office. On the Nonprofit Organizations Facebook Page, I use the Favorites function to highlight the Nonprofits of the Month. Have more than one administrator for your Page. Protect your organization by making sure that you have at least two staff as Admins for your Facebook Page. If a staff person or volunteer leaves, and there isn't a second person named as Page Admin, then you have essentially lost access to your Facebook Page and your hundreds/thousands of fans. Add a Twitter Tab to your Page. Make sure you are logged into Facebook and designated as an Admin for your organizations Facebook Page. Go to Involver's App Gallery [You can install two of the basic Apps for free]. Click the Facebook Install button for Twitter. It will ask you to choose which Facebook Page you want to install the App. Select your page and then click the Add Twitter for Pages button. You will then be prompted to enter your name, email address, phone number, and Twitter User Name. All four fields are required. Click Save & Continue and then Continue to Fan Page. The final step is to click + Add a new tab on your Facebook Page, then Select Twitter. The Twitter Tab will automatically appear. You can then drag and drop your Tabs in the order you think it most important for your Facebook Strategy. Keep in mind that the default settings are that the Wall Tab is first, the Info Tab is second. [See the Involver Twitter App live] Add a YouTube Tab to your Page. Simply repeat the steps above! You will not be prompted to enter your contact information again, however you will be asked to enter your YouTube User Name (www.youtube.com/username) and whether you want only your uploaded videos or your favorited video displayed, or both. That depends on

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how you use your YouTube channel. Most organizations would likely only want their uploaded videos displayed. [See the Involver YouTube App live] Drag and Drop your most important Tabs. The default setting on facebook is that your Wall and Info Tabs must remain and be in the first and second position on your Page's Tabs, but the remaining four Tabs can be dragged and dropped to feature your most important Apps. For the Nonprofit Organizations Page, I currently feature Twitter, YouTube, Notes and Links in my Tabs. A month from now I may move them around again. Keep your Tabs fresh and change them around every once in awhile! Limit your Status Updates to one or two per day. It's a good thing that there is no way to sync Tweets to Status Updates on Facebook Pages or nonprofit organizations would be losing a lot of Likers on Facebook. The Likers of the Nonprofit Organizations Facebook Page have made it quite clear that more than one Status Update a day from your organizations, and you're in the realm getting unliked, or at the very least "Hidden". You can get away with two Status Updates a day as long as one is in the morning and the other is in the afternoon. The law of diminishing returns kicks in after that. View Poll. Use TwtPoll to engage your fans. Every once in awhile create a poll on TwtPoll and post it as a link in a Status Update. Most everyone now understands that successfully using social media for your organization means engaging your Likers, followers, and friends. In addition to asking your fans to take the poll, ask them to share their thoughts on the issue of the poll in the Status Update thread as well. TwtPolls work great on Twitter too! Link to the mobile version of your Facebook Page on your mobile website. 150 million people (as of October 2010) view Facebook on a mobile device monthly. Half of those users view Facebook on a mobile device daily. Currently, few nonprofits have mobile websites, but that is going to change dramatically in 2010-11. DIOSA Communications is a firm believer that the Mobile Web is the next frontier in nonprofit communications. That said, if your organization has a mobile website, then make sure that you link to the mobile version of your Facebook Page (m.facebook.com/nonprofitorgs) on your mobile website (www.nonprofitorgs.mobi). Incorporate your Facebook Page into your e-newsletter. The reality is that the vast majority of Facebook Pages by nonprofits (99.9%) do not go viral on Facebook. Only those with international brand recognition tend to go viral, such as NPR, Greenpeace International, and World Wildlife Fund (the top three nonprofit Pages by number of fans as of November 2009). For most other nonprofits, the big challenge is getting new fans and there is no magic formula for that. The truth is you have promote the page to get new fans... a lot. In my experience, most of my new fans come from mentioning and asking people to "Like" the page in e-mail newsletters. And I stress "ask". Some will Like the

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page if they see a Facebook icon in your e-newsletter, but most need to be prompted. Create Customized Tabs. Advanced Facebook strategies requires advanced tech skills. If you know HTML and have a good graphic designer, then you can use the Static FBML App to create and completely customize Tabs on Facebook Pages. For example, the Get Involved! Tab on the Special Olympics of Northern California Facebook Page and the "Of the Month" Tab on the Nonprofit Organizations Facebook Page were created using the Static FBML App. If you dont know HTML and want customized Tabs for your Facebook Page, then you have two options: 1) Pay for a service like Involver.com. 2)Hire someone who knows HTML and Facebook. Create a customized Tab for your default Landing Tab. Greenpeace International is a great example of a nonprofit that consistently uses customized Tabs as their default landing page on Facebook. Instead of seeing their Wall when potential new Likers first click their Facebook Page, they see a customized Tab that asks them to subscribe to their e-mail newsletter or to take action. Definitely a best practice. Once you have created a customized Tab for your default Landing Tab, simply go into Settings on your Facebook Page and under Default Landing Tab for Everyone Else select the Tab you want for your default Landing Tab in the pop-down menu. Link to the mobile version of your Facebook Page in text alerts. Now that group texting is incredibly affordable for most nonprofits, launching a text alert campaign is essential. Send out a text alert asking your subscribers to Like your Facebook page, but make sure you link to the mobile version of your Facebook Page i.e, m.facebook.com/nonprofitorgs. As of October, 2010, 150 million people access Facebook on mobile devices each month. You can bet a good number of your Likers view your Status Updates on their mobile device(s)! Ask your Likers to "Suggest to Friends" on a monthly basis. Post a Status Update and send an Update to fans asking them to suggest your page to their Facebook friends. Let them know that they can easily suggest your page by clicking the "Suggest to Friends" link just under your Page's image in the left column. Inspiring your Likers to help build your community is one of the easiest ways to quickly grow your supporter base. Ask every month. Integrate Facebook into your online donation "Thank You" web page and e-mail. Most nonprofits direct online donors to a "Thank You" web page after they make a donation. Make sure you include a "Like us on Facebook!" pitch on this page, as well as in the "Thank You" e-mail that is automatically generated to online donors. Ask fellow staff, board members and volunteers to regularly give Thumps Up and post Comments.

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The News Feed on the Facebook Home has two versions: 1) Top News and 2) Most Recent. All Status Updates from Facebook Pages show up in the Most Recent version. Only Status Updates with 5 or more Thumbs Up and Comments show up in the Top News version. Thus, to increase your organization's presence in the Top News Feed, ask fellow staff, board members and volunteers to regularly give Thumbs Up and post Comments. This will also help inspire your Likers to get more active on your page. Please Note: "5" is a low guesstimate of Facebook's mysterious News Feed algorithms. Sometimes is takes 5 Comments. Promote your nonprofit's Facebook Page on the Nonprofit Organizations, NonProfits on Facebook, and Facebook for Good Pages. Once a month or so, post a link to your organization's Facebook Page on the walls of the Pages listed below. It won't increase your supporter base by large amounts, but you will get a few new fans from time to time... and maybe on Facebook's radar: www.facebook.com/nonprofitorgs www.facebook.com/nonprofits www.facebook.com/facebookforgood Update your Facebook Note Box at least once a month. Located directly under your Page image on the left side of your Page is a Note Box. Make sure you update this box at least once a month with content that is timely to your organization and interesting to your fans. It could be used to promote a new campaign, a powerful statistic, or a call to action. See the Nonprofit Organizations Page as an example. Rotate your avatar/profile image every couple of months. The vast majority of interaction between your organization and your Likers occurs in the News Feed, not on the home/Wall view of your Page. That's why 90% of the power of Facebook is in your Status Updates. Rotating your avatar/profile image every few months could prompt your Likers to visit the home/Wall view of your Page and Tabs (where you hopefully have donation and e-newsletter subscribe information). Just make sure that the various versions of your avatar/profile image include your logo. See EcoViva's Avatars on Flickr as an example. Integrate Facebook into your online petitions and e-mail advocacy campaigns with "Share" buttons. If you are an advocacy organization that utilizes online petitions and email campaigns, then make sure you add Facebook Share Buttons to all your online petitions and e-mail campaigns - both on the home page and the landing page (after a supporter has signed on). Also, on the landing page, add a plug to have the supporter "Like" your organization on Facebook. See the landing page for a Forest Ethics online petition as an example. Claim your organization's Community Page. Odds are your organization has a Facebook Community Page though in some cases it may not be easy to locate. Find it, claim it and link it to your

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organization's Official Page! This is crucial because Facebook Community Pages often trump Official Pages in Facebook Searches. Promote your Facebook Page on other Pages via Tagging. You can post Status Updates on other Pages as a Nonprofit Admin by following the steps here. Post powerful stats and inspirational quotes. This also works very well on Twitter! Powerful stats make people think and often have the power to shock your supporters into action: Less than 700 mountain gorillas remain in the wild. Please donate $10 to help protect the world's remaining mountain gorillas from poachers! And though long-time communicators may feel that inspirational quotes are a bit of a communications cliche, the online masses love them: "Activism is my rent for living on this planet." - Alice Walker Get professional training on how use Facebook! Knowing how to use social media in your personal life is quite different from knowing how to use it professionally. Training is essential for launching and maintaining a successful social media strategy for your organization.

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YouTube Best Practices: http://www.reelseo.com/youtube-ranking/ http://www.diosacommunications.com/youtubebestpractices.htm Reserve a YouTube.com URL to match your website. It's important that your organization's YouTube URL match your website's URL in case you ever promote your YouTube channel in print materials or in your email signatures. For example, Big Cat Rescue: www.bigcatrescue.org www.youtube.com/bigcatrescue Even if you don't plan on using YouTube immediately, sign up and grab that URL before someone else does! Important: When signing up for your YouTube account, your "username" becomes your YouTube URL. So, in this example, Big Cat Rescue has the username "bigcatrescue". Use your organization's logo as your channel's profile picture. Odds are that if you are setting up a YouTube channel, your organization is probably already utilizing other social networking websites where your logo is our logo is your profile avatar. Make sure that your use of logos/avatars is consistent across all your social networking profiles. To Upload your logo, go to Account > Profile Setup. You will need a square version of your logo. Limit the description of your channel to your mission statement or one paragraph. YouTube is not about reading. It is about watching videos and social networking. Don't overwhelm your viewers with a lot of text. Keep your description limited to your sharpest, most condensed summary of your organization's mission and programs. Use the colors of your logo to design your YouTube Channel. Under My Channel > Themes and Colors > Show Advanced Option, enter the colors of your logo to brand your YouTube channel to match your logo and website design. Each color in your logo will have six-digits. If you don't know what they are, ask your website editor or graphics designer. Learn more about web colors via the 4096 Color Wheel. Add keyword "Tags" to your YouTube Channel. Under My Channel > Settings > Channel Tags, add keywords relevant to your organization's mission. "Nonprofit" and "Charity" are important tags, as well as your city and state. YouTube is now the second largest search engine in the world only after Google. Adding tags is very important! Apply to the YouTube Nonprofit Program. If your nonprofit has 501c3 status, then apply for YouTube's nonprofit program. After applying, approval can take up to 6 weeks, so it's good to get your application in sooner than later. Make sure you meet the "Program Requirements" before applying. After approval, your channel will be listed in the nonprofit directory, you will allowed premium design and branding options for your channel [including a Google "Donate Now" button], and an increased

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opportunity to be promoted on YouTube. Be realistic about that last perk - it's not likely! YouTube can only promote so many videos per day. You don't get on YouTube to go "viral" - you get on YouTube to expand and organize your use of video in your communications and development strategies. Post comments on the "Nonprofit Organizations" YouTube Channel. Individuals on YouTube use the Nonprofit Organizations YouTube Channel to find new nonprofits and causes to support. Make your organization stand out by posting wall comments on the Nonprofit Organizations YouTube Channel. Subscribe to Agent Change: The YouTube Vlog for Nonprofit Organizations. YouTube has a Vlog for nonprofit organizations called Agent Change. Make sure you subscribe so you can stay current with what is happening on YouTube in relation to the nonprofit sector. Get subscribers by subscribing to other channels. Do searches on YouTube for anything related to your mission and programs and start subscribing. The more you subscribe to other channels, the more your channel is out there on YouTube. This will eventually result in more exposure to your channel as well as new subscribers. If your organization is local or regional, search for your hometown and subscribe to channels that are in your area. Get in the habit of sending "Friend Requests" on YouTube. YouTube allows you to send friend requests in order to build your YouTube communities. Again, search YouTube by key words relative to your organization's mission and geographical location, and send those potential new supporters friend requests. Allow your friends to post comments on your Channel Wall. Whatever you do, don't disable the wall on your YouTube Channel! Channels that have disabled their wall have almost no activity. If you want to use YouTube only for uploading videos, then OK... but if you want to build community around your videos, then keep the wall. See Stanford University's Channel Comments as an example. Send Friend Requests to the "Most Viewed" Channels. These individuals/Channels are the Super Stars of YouTube. Make sure your organization is on their radar screen by sending them Friend Requests. See Most Viewed Channels. Thank your "Subscribers" with Wall Comments. If someone has subscribed to your YouTube Channel then that means they are very interested in learning more about your organization. These are you most dedicated supporters on YouTube. Post some form of "Thank you for subscribing to our YouTube Channel" on their walls!

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Send friend requests and subscribe to "Reporters". Make sure the press and the reporters are aware of your YouTube Channel. Send the friend requests and subscribe to Reporter Channels. Mostly likely your local news stations have YouTube channels as well, so search subscribe, and send friend requests! Post your YouTube videos as "Links" on your Facebook Page. Make sure your promote your YouTube videos via Facebook Status Updates. Post a brief message explaining the video and then attach the link to your video. Facebook will automatically generate a thumbnail image of your video to attach to the Status Updates. This is fast, simple way to increase your video and channel views. Upload a "Channel Banner" to your YouTube Channel that links to your homepage or "Donate Now" page. On YouTube first impressions of a nonprofit's channel design are very important so make sure you invest in a well-designed banner. If you are going to have the banner link to your "Donate Now" page, then add a "Donate Now" button to your banner. See the ASPCA's YouTube Channel as an example. The banner must be (maximum) 960px by 150px. To upload a banner, you must first be approved for YouTube's Nonprofit Program and the go to My Channel > Branding Options. Those with advanced skills, can ad "Image Map Code" to have the banner link to multiple websites. See the Humane Society of the United States Channel as an example. Upload a "Channel Side Column Image" to your YouTube Channel. Again, you must first be approved for YouTube's Nonprofit Program to be able to upload a "Channel Side Column Image". Once approved, go to My Channel > Branding Options. The banner must be (maximum) 300px by 250px. See SFMOMA's Channel for an example. Add a YouTube Tab to your organization's Facebook Page. Involver.com allows you to install two of their basic Apps for free. After just a few clicks, your new YouTube Channel will appear as a Tab on your Facebook Page. See the Nonprofit Organizations YouTube Channel for an example. Get professional training on how use YouTube! Knowing how to use social media in your personal life is quite different from knowing how to use it professionally. Training is essential for launching and maintaining a successful social media strategy for your organization. Be sure to take DIOSA's Webinar on How to Nonprofit Organizations Can Successfully Use YouTube, Animoto and Flickr.

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WIKIPEDIA SAMPLE PAGE: THE HERO CAMPAIGN FOR DESIGNATED DRIVERS The HERO Campaign for Designated Drivers, is a federally registered, 501 (c) 3 non profit organization dedicated to preventing drunken driving tragedies by promoting the use of safe and sober designated drivers. Established in October 2000 in memory of Navy Ensign John Elliott (1977-2000) of New Jersey, the campaign has grown to become a national movement to save lives on our highways.
Contents 1. History and Tragedy 2. Origin of the Name 3. Mission 3.1 Enacting Johns Law 3.2 Character Development 4. How to be a HERO 5. Fundraising
Type: Non Profit Founded: October 2000 Founder(s): Bill Elliot Headquarters: Pleasantville, New Jersey Key People: Website: http://herocampaign.net

History and Tragedy Ensign John Robert Elliott was born November 17, 1977 and grew up in Egg Harbor Township, at the New Jersey shore. John was a May 2000 graduate of the United States Naval Academy, who was killed in a head-on collision with a drunken driver on July 22, 2000. John graduated with merit from the Naval Academy with a B.S. in Systems Engineering and was named the Outstanding HERO (Human Education Resource Officer) in his class for his service to his fellow midshipmen. As a HERO, John was a peer counselor and advocate for his classmates, helping them with academic and personal problems. He was also plebe summer company officer and lecturer, and a member of his division championship racquetball team. In the early morning hours of Saturday, July 22, 2000, Ensign John Elliott and his girlfriend, Kristen Hohenwarter, were traveling home from Annapolis, MD to New Jersey for the birthday celebration of Johns mother. A car swerved into Johns oncoming lane striking Johns car head-on, killing both John and the driver of the other car and seriously injuring Kristen. The person who struck Johns car had been arrested by Police three hours earlier and charged with Driving While Intoxicated. Two hours later he was released to a friend.

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The person charged with D.W.I. resumed driving. One hour later his sport utility vehicle swerved into the oncoming lane, hitting Johns car, killing them both. Several thousand people attended Johns viewing and the memorial service held the next day in his hometown church. Family, friends, members of the community and classmates from the Naval Academy waited hours in the rain to say goodbye to John and share his familys sorrow. As if heaven shared their grief, the rain continued the next day as a thousand mourners filled Central United Methodist Church to pay their final respects and hear stirring tributes from Johns pastor, father and close friends. A second memorial service was held at the Naval Academy. There he was laid to rest among admirals and naval heroes in the hallowed Naval Academy Cemetery overlooking the Severn River in Annapolis. Ensign John Robert Elliott was everyones best friend, a natural leader and president of his high school class. Just two months prior to his tragic death, John graduated with merit from the Naval Academy, earning a BS in Systems Engineering. He served as a squad leader, platoon commander and a reading tutor in the local school system. He also was a member of the regimental championship racquetball team. All four years at the Academy John served as a Human Education Resource Officer (HERO), selected by his classmates to be a peer counselor, advisor and mentor for members of his company. Upon graduation, John was named the outstanding HERO in his class, and eagerly anticipated entering Naval Flight Officer School that September. John is survived by his sister Jennifer and parents Bill and Muriel. Their lives have changed forever. The family has dedicated itself to honoring Johns life by working to ensure that other families will never have to experience their loss. A granite cross and plaque has been placed at the site where John was killed, on Route 40 in Upper Pittsgrove Township, Salem County, N.J.

Origin of the Name HERO - John distinguished himself as a Human Education Resource Officer (HERO) at the Naval Academy. HEROs are elected by their peers to counsel and mentor other members of their company. John was selected as the outstanding HERO in his graduating class.

Mission To prevent drunk driving fatalities, injuries, and accidents nationwide by promoting designated driving, registering 1 million designated drivers nationwide, and reminding the public to drive sober and not let friends drive drunk. The HERO Campaign promotes the use of sober designated drivers through local chapters in communities and at schools and colleges across the country. Alcoholrelated crashes kill 15,000 Americans each year, and injure 350,000 more, according

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to the National Highway Traffic Safety Administration (NHTSA). The HERO Campaign was awarded the 2008 Public Service Award by NHTSA for its efforts to prevent drunken driving. The HERO Campaign is not an anti-drinking campaign, but does promote common sense and responsibility. Its slogan, Be a HERO. Be a Designated Driver, appeals to the hero in all of us. The HERO Campaign seeks to change behavior in addition to heightening awareness about the epidemic of drunken driving in our country. We want to make having a designated driver be as automatic as wearing a seatbelt. Our goal is to register one million designated drivers nationwide by 2012. Our website includes information on becoming a member and starting a HERO chapter. Our educational efforts include highway billboards, television commercials, and the distribution of hundreds of thousands of posters, car window decals, brochures and wristbands throughout the country. Schools and colleges have adopted the campaign, including the University of Delaware, The College of William and Mary. Monmouth University, Rowan University, Temple, Drexel, the Richard Stockton College of New Jersey, University of Maryland and the United States Naval Academy. Bars, taverns and restaurants, licensed beverage associations and restaurant associations have adopted the HERO Campaign and serve free soft drinks to sober designated drivers. The Philadelphia Phillies and Tampa Bay Rays have adopted the campaign and show the HERO Campaign television commercial on their center field screen before each game. Giants Stadium in the Meadowlands and the Patriots Gillette Stadium in Foxboro also have adopted the campaign. HERO booths at eight Live Nation concert sites registered more than 1,700 designated drivers in partnership with TEAM Coalition. New Jersey, Delaware, New York and Virginia have become HERO States by adopting the campaign along with their offices of highway safety, state police, colleges and universities, sports stadiums, businesses and licensed beverage associations. Enacting Johns Law On April 19, 2001, New Jersey Acting Governor Donald DiFrancesco signed "John's Law," making it the the first law of its kind in the country. John's Law requires police to impound the cars of those charged with drunken driving for up to 12 hours, and issue responsibility warnings to those taking custody of the DUI offenders. The law, which went into effect on August 1, 2001, has been hailed by law enforcement officials as an important new weapon in their efforts to reduce drunk driving accidents and fatalities. August 2000 - The Elliott family approaches state legislators about sponsoring a bill to toughen drunk driving legislation.

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September 21, 2000 - The "John Elliott Law" is introduced in the New Jersey Senate and Assembly. State Senator William Gormely is the prime sponsor. The new legislation could give police the authority to impound the cars of drunken drivers for a period of 12 hours. Another provision would require the detention of intoxicated drivers until they are sober, or until friends or relatives take legal written responsibility for keeping the DWI offender off the road while still intoxicated. October 22, 2000 - Campaign to enact Johns Law launched publicly at dedication of John Elliott Memorial Garden and Monument at the family home. The Elliott family also announces the official start of their Hero Campaign for Designated Drivers in Johns memory. January 18, 2001 - Johns father Bill Elliott testifies in support of the John Elliott Law to the Law and Public Safety Committee of the General Assembly of the State of New Jersey. Johns girlfriend, Kristen Hohenwarter also testifies. Johns father presents the lawmakers with 8,500 signatures supporting the passage of Johns Law. April 19, 2001 - Signing of Johns Law by New Jersey Governor Donald DiFrancesco at the Elliotts hometown library in Egg Harbor Township. August 1, 2001 - Johns Law goes into effect, requiring police to impound the cars of those charged with drunken driving, and to issue responsibility warnings to those who take custody of DUI suspects. Character Development In the fall of 2000, the Naval Academy Foundation established the Ensign John Elliott Character Excellence Fund, as a tribute to John and in support of the Character Development Program at the Academy. With contributions from the Elliott family, alumni and Johns fellow classmates, the fund now supports the Capstone Character Excellence Seminar Series, which provides practical leadership training for all first class (senior) midshipmen, taught by senior naval officers and faculty from the Character Development Program and the USNA Ethics Institute. Following his Plebe Summer, John was selected by his fellow midshipmen in 24th Company to be their Human Education Resource Officer (HERO). A HERO is a peer counselor, advisor, mentor and friend to members of his or her company. John was sought out for his ability to help classmates solve personal and academic problems and deal with the rigors of Academy life. At the end of his senior year, John was selected the outstanding HERO in his class of 2000. In addition to his service as a HERO, John also served as a squad leader, platoon commander and a character development discussion leader during Plebe Seminar. As a midshipman, John excelled academically and in athletics. He graduated with merit in the top third of his class and was a member of the 5th battalion and regimental champion racquetball team. But John was most popular and respected for his role as the 24th Company HERO. He often stayed up late into the night tutoring a friend in math, helping someone with a personal problem, or providing comic relief for study
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weary midshipmen. He encouraged others with his favorite saying: failure is not an option, and more than once John convinced friends not to quit when the going got tough. The goal is to provide a permanent endowment to establish the Ensign John Elliott Character Excellence Seminars as a permanent program at the Naval Academy. More than $100,000 has been raised toward the endowment. By contributing to the Ensign John Elliott Fund you will ensure the finest character development training for midshipmen, preparing them to be outstanding naval officers and leaders for our country. Goals and Programs Increased use of Designated Drivers whenever friends gather in private parties or at bars and taverns and drink alcoholic beverages. Adopt-a-Tavern Program Volunteers recruit bar and tavern owners to become active participants in the HERO Campaign and provide them with campaign posters and promotional materials. Participating Restaurant and Tavern Owners will display the HERO Campaign posters and window decals, and provide free non-alcoholic beverages to sober designated drivers. Public service announcements and media advertising will promote and raise awareness for the HERO Campaign.

How to be a HERO Individuals/Organizations Drive sober and promote safe driving in your community Be a designated driver for your friends and loved ones. Keep friends from driving drunk and report intoxicated drivers to authorities. Volunteer for alcohol-free programs at high schools and colleges on prom and graduation nights. Organize a HERO Campaign in your area. Help promote the HERO Campaign by wearing blue and gold "HERO Ribbons" and displaying promotional posters and decals at restaurants, bars and taverns, and in your school, workplace, church or civic association. Support the John R. Elliott BE a HERO Golf Tournament. Since its inception in 2001, the tournament has raised more than $400,000 for the HERO Campaign. Restaurant/Tavern Owners Serve free non-alcoholic beverages to designated drivers. Display promotional posters, decals and materials provided by the Campaign. Distribute Campaign cards and ribbons to patrons.

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Events HERO Campaign for Designated Drivers HERO Walk The annual 5K walk on the Ocean City, NJ Boardwalk, that starts at 6th Street and turns around at 20th Street to raise money to promote the use of safe and sober designated drivers to prevent drunk driving tragedies nationwide. John R. Elliot Be a HERO Golf Tournament Is an annual scramble format golf tournament where proceeds will support the HERO Campaigns programs to promote the use of safe and sober designated drivers. LINKS http://www.herocampaign.org/ http://www.facebook.com/HeroCampaignForDesignatedDrivers http://www.paramuspost.com/article.php/20111122170524770 http://www.nj.gov/oag/dcj/agguide/dmvref.htm

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PROJECT GROUP
Grove, Branden Capital Projects Consultant at Davis Langdon, an AECOM Company Email: brandengrove@gmail.com http://www.linkedin.com/in/brandengrove

Branden has provided capital project advisory services to clients in many industry sectors, including transportation, federal and state government, retail, energy, health care, and industrial products. Expertise includes capital project controls, construction cost oversight, and dispute resolution services, with a particular emphasis on helping owners improve return on their capital project investments. Branden has a valuable combination of strong leadership and technical skills, consistently focusing on delivering successful outcomes for his clients

Frost, Jason Brokerage Development Associate at Fox Real Estate Email: Jasonf@foxocnj.com Jason Frost began his career in leasing and sales at a residential real estate brokerage firm In Southern New Jersey while attending college at St. Joseph's University in Philadelphia PA. Upon graduating from St. Joseph's Jason accepted an analyst position at Duff & Phelps in center city Philadelphia working in the real estate practices group covering purchase price allocations, debt underwriting, portfolio restructuring and other merger and acquisition activities. At Duff & Phelps Jason took continuing education courses at the Appraisal Institute such as principles of appraisal, highest and best use, and financial modeling in real estate valuation in addition to completing the first level of the Certified Financial Analyst designation. From Duff & Phelps he moved into brokerage and development obtaining his New Jersey Broker's license in December 2009. Currently pursuing his MBA at Villanova, Jason is interested in a position in the real estate industry or financial services and is open to transitioning once he has obtained his MBA. Maher, Michael J. Naval Officer/Entrepreneur Email: mjmaher.usna@gmail.com Phone: 609-780-4745 LinkedIn Twitter

Lieutenant Michael J. Maher, United States Navy, is a 2001 graduate of Middle Township High School in Cape May County, NJ. Michael graduated from the United States Naval Academy in 2005 with a Bachelor's of Science in American Politics and Law, and he accepted his commission as a Surface Warfare Officer. Still on active duty, Michael has four years of at-sea leadership experience and over two years of

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recruiting sales experience. Also an entrepreneur, Michael has started, owned, and operated multiple small businesses. He currently sits on the board of two non-profit organizations and has supported the HERO Campaign in a variety of functions, including planning committee member, event fundraiser, and consultant. Currently finishing his MBA at Villanova with specializations in Real Estate, Finance, and International Business, Michael will be leaving active duty and joining the reserves in August 2012. He plans on exploring a job in the private equity real estate industry or pursue entrepreneurial endeavors. Meadowcroft, Mark Senior Financial Analyst at Ally Financial (Mortgage unit) Email: mmeadowcroft@gmail.com http://www.linkedin.com/pub/mark-meadowcroft/a/60b/633

Mark has over seven years of diversified financial management experience with work experience in multiple industries. His background includes extensive financial experience in analyzing new opportunities through different financial metrics, forecasting expenditures and revenues, compiling annual budgets and multi-year financial plans, working in cross functional roles and managing projects from start to finish. Mark graduated from Shippensburg University with a Bachelors Degree in Finance and is working towards an August 2012 completion of an MBA degree through Villanova University. Melnichenko, Diana Senior Financial Analyst at ARAMARK Healthcare Email: diana.melnichenko@gmail.com Phone: 215-756-2394 http://www.linkedin.com/pub/diana-melnichenko/3/646/20b

Diana began her career as a project manager at a website development company ATALAN Information Systems in Moscow Russia. Having completed her M.A. in German Language and Literature at the University of Tennessee (Knoxville, TN), she worked from three years as a trade programs coordinator at a 501(c)(3) non-profit organization World Trade Center of Greater Philadelphia, doing market research for SMEs interested in expanding internationally. Currently, Diana is a senior financial analyst at ARAMARK Healthcare involved in evaluation of financial feasibility for the new investment deals. Diana also holds a B.A. in Linguistics and Intercultural Communication from Kuban State University (Krasnodar, Russia).

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Pandya, Suraj Corporate Webmaster for Sunoco Inc. and IT Consultant Email: suraj.pandya@gmail.com http://www.linkedin.com/pub/suraj-pandya-pmp/7/811/386 Suraj is a certified Project Management Professional with over 10 years experience in Information Technology. His experience ranges from developing custom applications based on business need, systems integration, managing teams on and off shore, and designing and executing IT strategy in alignment with various business organizations. Suraj specializes in project management, web services, content management automation, mobile technologies, and social media platforms.

Pino, Joseph Senior Operations Analyst at BANK OF AMERICA | MERRILL LYNCH Email: joseph.c.pino@gmail.com Twitter: @JosephCPino Linkedin: JosephPino http://www.linkedin.com/in/josephpino Joseph is a 1999 graduate of Williamstown High School in Gloucester County, NJ. Joseph graduated from Rutgers University Rutgers College in 2003 with a Bachelors of Arts in Economics and Political Science. Since graduation Joseph has worked in various roles in the financial services industry with Fiserv Securities, BNP Paribas, and currently with Bank of America | Merrill Lynch. Josephs tenure at Bank of America | Merrill Lynch has included positions in customer service, leadership, and operations within the Retirement Group which focuses on plan sponsored retirement accounts, including 401(k), pension, and stock options plans. Currently earning his MBA at Villanova with a specialization in Strategic Management and Finance, Joseph plans on exploring a career in Managerial Consulting in addition to pursuing entrepreneurial endeavors.

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