Proposal

f or a C ommunity-related E vent

Dudrick Communications

Ijams Nature Center

2915 Island Home Ave.
Knoxville, TN 37920

April 22, 2015

Table of Contents

Executive Summary3
Event Plan.4
Messaging Strategy6
Deliverables.7
1. News release.7
2. Newsletter..9
3. Talking points.10
4. Fact sheet.11
Writing Samples...13
1. Media alert..13
2. Feature release.16
Biography18

Proposal for a Community-related Event

Dudrick Communications

Executive Summary

The following proposal responds to Ijams Nature Centers need for a community-related event
that will increase media coverage, event attendance and individual donor support in 2015.
Specifically, we propose hosting a fundraiser called Sunrise Yoga and Coffee Tasting at Ijams
that will include a 60-minute yoga session followed by a coffee tasting that features brews from
five local coffee shops. Yoga sessions, led by registered instructors from four local studios, will
be open to participants of all ages and abilities.

Included is a detailed event plan that provides strategic and logistical information regarding the
time, cost and proposed yoga and coffee shop partners. Following the event plan, the proposal
includes a message strategy for the event built around showcasing the Ijams Nature Center
grounds by targeting new, younger audiences. The event will target key audiences of students
and young professionals who live nearby and value wellness and the outdoors. The proposal
also includes four sample deliverables:
1. A news release inviting the Knoxville community and media to attend the event
2. A memorandum highlighting three proposed newsletter placements for the event
3. Talking points to be used by Ijams Nature Center representatives during interviews
4. A fact sheet to inform Ijams Nature Centers publics about participating local businesses
These samples would be used to increase attendance at the event and appeal to the targeted
audiences. The included message strategy outlines how each of the deliverables would execute
the strategy.

With over 15 years of experience and expertise in event management, Dudrick Communications
has established meaningful relationships with Knoxville media that would deliver strong results.
Additionally, this proposal includes two work samples from previous clients. Thank you for the
opportunity to submit a proposal to fulfill Ijams Nature Centers communications needs. As a
local public relations firm deeply rooted in nonprofit event promotion, it would be an honor to
work with Ijams Nature Center.

Proposal for a Community-related Event

Dudrick Communications

Event Plan

Event Overview
The Sunrise Yoga and Coffee Tasting at Ijams event will take place at Ijams Nature Center on
Saturday, April 25 at 7 a.m. The purpose of the fundraiser is to gain exposure by engaging the
community in a relaxing, healthy event while supporting local businesses. Participants of all
ages will start their day with a 60-minute yoga session (options include beginner, intermediate,
advanced or kids/family) followed by a coffee tasting provided by local vendors like The Blue
Mason, FLOW A Brew Parlor, The Golden Roast, Old City Java and Remedy Coffee. After the
tasting, participants will vote on the Ijams Best Coffee Award winner. A local non-coffee
business like The Juice Bar will provide juice beverages to non-coffee drinkers.

Execution
Tickets will cost $8 for the beginner, family and intermediate classes. Advanced yoga tickets will
cost $10. Wristbands for one yoga class and the coffee tasting portion will cost $15. Expected
attendance for the event is 100 guests, but we would plan for 150 guests to attend just in case.
Advance registration will be suggested and available via website registration link or phone.

The potential internal speaker (emcee) will be Ijams Nature Center Executive Director Paul
James. Potential external speakers will be representatives from each of the organizations (e.g.,
yoga instructor from Real Hot Yoga and head barista from The Blue Mason). Potential VIP
attendees include Mayor Madeline Rogero and WBIR news anchor Beth Haynes.

Potential sponsors for the yoga portion are Fort Sanders Health and Fitness Center, The
Glowing Body, Real Hot Yoga and the Tennessee Recreational Center for Students. Potential
sponsors for the coffee tasting are The Blue Mason, FLOW A Brew Parlor, The Golden Roast, Old
City Java and Remedy Coffee.

The estimated income is $2250 (150 guests x $15 wristbands). The estimated net cost is $250.
Ideally the local businesses would provide coffee and yoga services free of charge.

Event Timeline
6 a.m. Yoga instructors arrive and set up information booths including coupons, business
cards, photos and registration forms. Ijams Nature Center employees set up tables.=

6:30 a.m. Patrons arrive to register and set up yoga mats. Cash and credit cards will be
accepted.

7 a.m. Yoga begins (60 minute session with a water break). Coffee shop representatives arrive
to begin setup.

7:15 a.m. Volunteer/intern sets up water station with cups.

Proposal for a Community-related Event

Dudrick Communications

7:30 a.m. Water break (5 minutes).

7:35 a.m. Yoga resumes.

8 a.m. Yoga ends. Instructors are free to promote his or her business at the informational
tables. Ijams Nature Center employee thanks yoga instructors and announces the coffee tasting
will begin in 10 minutes.

8:10 a.m. Coffee tasting begins. All guests should be seated. Emcee announces first tasting
from The Blue Mason. The Blue Mason announces the coffee, country of origin, suggested food
pairings and serves the coffee in sample cups.

8:35 a.m. FLOW A Brew Parlor presents.

9 a.m. The Golden Roast presents.

9:25 a.m. Old City Java presents.

9:50 a.m. Remedy Coffee presents.

10:20 a.m. Emcee thanks all of the participating sponsors and gives brief history of Ijams
Nature Center, plugging upcoming events and membership/donation details. Ijams Nature
Center volunteer hands out voting slips for the Ijams Best Coffee Award contest.

10:25 a.m. Ijams Best Coffee Award is presented to the winning coffee shop.

10:30 a.m. End of event. Cleanup crew takes down tables and chairs.

Communications
Three weeks prior to the event, we would utilize the Ijams Nature Centers email database to
send online Save the Dates to members and donors. Two weeks prior to the event, we would
send a press release to invite the Knoxville community and media to attend. The event would
be added to Knoxville online calendars such as moretoknoxville.com and visitknoxville.com. The
event would also be added to the Ijams Nature Center Facebook and website event pages.
During the event, we would live tweet using the hashtag #SunriseYogaIjams. Participants would
be encouraged to post on Facebook and Twitter using the hashtag and tag Ijams Nature Center
accounts.

Successful Completion Criteria
Increase in likes/followers on social media
Participants post on social media with the event hashtag
Interview airs on local news
Increase in donations/memberships to Ijams Nature Center

Proposal for a Community-related Event

Dudrick Communications

Messaging Strategy

The Sunrise Yoga and Coffee Tasting at Ijams event supports the Knoxville community by
providing yoga for all ages and raising funds to maintain the centers programs, activities and
preservation efforts. The overall approach would be to appeal to a targeted audience who
would enjoy attending the event and utilize the appropriate communication tools in order to
effectively reach each target audience.

The ideal candidate to participate in this event is an affluent West Knoxville woman, between
20 and 50, who values health and wellness. She most likely has a husband and children, shops
at Whole Foods and supports local coffee shops. In her spare time, she takes yoga or barre
classes and enjoys volunteering with her friends. The media is invited to attend, as the event
would be an excellent photo opportunity for parenthood blogs, college publications and the
society or community sections of local newspapers and magazines. Other key audiences include
Ijams Nature Center members and donors, downtown Knoxville residents and West Knoxville
families.

Key Messages
The Sunrise Yoga and Coffee Tasting at Ijams event raises funds to support the centers
programs, activities and preservation efforts. Participants will have the chance to taste a variety
of locally brewed coffees and vote for the Ijams Best Coffee Award winner. These two key
messages appeal to Ijams Nature Center members and donors, an audience of people who
value the importance of preserving natural habitats and enjoying the outdoors. They can be
accessed through the Ijams Nature Center email database and contact list. The communication
tool used would be an invitation sent via email and direct mail. They would also likely read an
Ijams Nature Center newsletter about the event.

Students and downtown residents can escape the stressful campus or work setting. The events
scenic location presents plenty of photo opportunities for friends to enjoyperfect for
Instagram. These third and fourth key messages would be targeted to downtown Knoxville
residents, an audience composed of students from the University of Tennessee, Knoxville, and
hip, young professionals in their late 20s and 30s. This target audience is likely to live in the
nearby neighborhood of Historic Fourth and Gill. They support local businesses, enjoy active
lifestyles and appreciate the arts. Posts on social media platforms like Facebook and Twitter
would appeal to this audience because they are more likely to actively post on social networks.

Lastly, the Sunrise Yoga and Coffee Tasting at Ijams provides yoga for all ages. This fifth key
message appeals to West Knoxville families. The audience is upper middle class and active. They
are generally married couples with children who shop at healthy grocery stores and love to
socialize on the weekends at events like galas, book clubs, church gatherings and luncheons.
Newspaper articles or local news interviews are the best communication tool for this audience,
because many upper middle class families value keeping up with current events and subscribe
to local newspapers.

Proposal for a Community-related Event

Dudrick Communications

Deliverables
1. News release

News Release

April 11, 2015





Contact Information:
FOR IMMEDIATE RELEASE



Roxanne Dudrick, Publicist








(865) 803-3867








roxanne@dudrick.com


Ijams Nature Center to Host Yoga and Coffee Tasting Fundraiser

Local Sunrise event supports preservation of Knoxvilles wilderness

KNOXVILLE, Tenn. Ijams Nature Center will host a Sunrise Yoga and Coffee Tasting fundraiser
to benefit its preservation efforts. The yoga sessions, led by registered instructors from four
local studios, are open to all ages and abilities.

We invite the community to start their day right with a 60-minute yoga session followed by a
coffee tasting provided by local vendors, said Paul James, Executive Director of Ijams Nature
Center.

The event will take place Saturday, April 25 from 7 to 10:30 a.m. Tickets cost $8 for the
beginner, family and intermediate classes. Advanced yoga tickets cost $10. Wristbands for one
yoga class and the coffee tasting portion are $15.

Instructors from Fort Sanders Health and Fitness Center, The Glowing Body, Real Hot Yoga and
the Tennessee Recreational Center for Students will lead the yoga classes. Class levels are
family/kids, beginner, intermediate and expert.

Proceeds will benefit Ijams Nature Centers programs, activities and preservation efforts. Ijams
Nature Center is fully supported by its members and visitors.

Local businesses like The Blue Mason, FLOW A Brew Parlor, The Golden Roast, Old City Java and
Remedy Coffee will provide coffee for the tasting portion. The Juice Bar will provide juice
beverages.

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Proposal for a Community-related Event

Dudrick Communications

For more information, visit www.ijams.org or call (865) 577-4717.

About Ijams Nature Center
Located only 3 miles from downtown Knoxville at 2915 Island Home Ave., Ijams Nature Center
is a nonprofit organization and wildlife habitat dedicated to teaching the community about the
natural world. Grounds and trails are open during daylight hours.

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Proposal for a Community-related Event

Dudrick Communications

2. Newsletter

We propose three different newsletters that could feature the Sunrise Yoga and Coffee Tasting
at Ijams event in order to increase attendance, donation support and media exposure. The post
would highlight the basic event details while also adding a personal element, appealing to the
interests of specific target audiences.

Ijams Nature Center
Ijams Nature Center values members and donors who already support its preservation efforts,
so this newsletter reaches an obvious and key target audience. The newsletter entry would
include the event details and appeal to patrons who have signed up to receive updates from
Ijams Nature Center. The paragraph would include photos of the facilities, people practicing
yoga and coffee to invite members to celebrate the start of spring outdoors at Ijams Nature
Center. It is important for members and donors to be aware of the upcoming events so they
can invite friends and families in the community to attend as well.

Vol Update
The University of Tennessee, Knoxville, offers the Vol Update newsletter to inform students
about community news and events. Ijams Nature Center should utilize this newsletter because
it potentially reaches thousands of students who are likely looking for weekend activities to
participate in before final exams begin. The paragraph entry would invite students to de-stress
with their friends, emphasizing the beautiful, nearby location and including the official event
hashtag #SunriseYogaIjams.

Visit Knoxville
Visit Knoxville, the official convention and visitor bureau for the City of Knoxville and Knox
County, sends a newsletter to members of the Knoxville community who have registered to
learn more about the festivals, events and attractions that the city has to offer. This newsletter
would target active Knoxville families and community members who fondly refer to themselves
as scruffy citizens. The paragraph entry would highlight the outdoors and family elements of
the event, appealing to people who enjoy supporting local businesses and spending time in a
natural setting.

For more details, please contact Roxanne Dudrick at (865) 803-3867 or roxanne@dudrick.com.

Proposal for a Community-related Event

Dudrick Communications

10

3. Talking points

Subject: Talking points for Sunrise Ijams event

To: Paul James

From: Roxanne Dudrick
Date: April 22, 2015

This memo proposes talking points for Paul James to use during local news interviews regarding
the Sunrise Yoga and Coffee Tasting at Ijams fundraiser. The talking points below can be utilized
in a brief informational interview aired on Knoxville news stations. As the Executive Director at
Ijams Nature Center, Paul James is the ideal candidate to promote the event on live television.
His passion for natural preservation and the outdoors will translate well in an interview,
appealing to one of Ijams Nature Centers key audiences: West Knoxville families. Middle class
families are more likely to attend the fundraiser if they hear about it on the news. The following
talking points will aid James in increasing the number of event participants from the Knoxville
community.

Event details
Ijams Nature Center is hosting a Sunrise Yoga and Coffee tasting fundraiser on Saturday,
April 25.
Certified instructors from four local yoga studios will teach 60-minute yoga sessions
open to participants of all ages at 7 a.m.
The coffee tasting will begin at 8 a.m., featuring local coffee shops like The Blue Mason
and Remedy Coffee.
Participants will vote on the Ijams Best Coffee Award winner.

Price
Tickets cost $8 for the beginner, family and intermediate classes. Advanced yoga tickets
cost $10. Wristbands cost $15 for one yoga class and the coffee tasting portion.
All proceeds benefit Ijams Nature Centers programs, activities and preservation efforts.

Social media
The official hashtag for the event is #SunriseYogaIjams.
To learn more, visit www.ijams.org or call (865) 577-4717.

Ijams Nature Center
Ijams Nature Center is located only 3 miles from downtown Knoxville.
It is the perfect place to take your family and relax outdoors.
It offers trails, quarries, camps, programs and more exciting things to do and see
outdoors.

For more information, please contact Roxanne Dudrick at (865) 803-3867 or
roxanne@dudrick.com.
Proposal for a Community-related Event

Dudrick Communications

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4. Fact sheet

Fact Sheet
Sunrise Yoga and Coffee Tasting Sponsors

The Sunrise Yoga and Coffee Tasting at Ijams event will take place at Ijams Nature Center on
Saturday, April 25 at 7 a.m. The purpose of the fundraiser is to gain exposure by engaging the
community in a relaxing, healthy event while supporting local businesses. Participants of all
ages will start their day with a 60-minute yoga session (options include beginner, intermediate,
advanced or kids/family) followed by a coffee tasting provided by local vendors. After the
tasting, participants will vote on the Ijams Best Coffee Award winner. A local non-coffee
business will provide juice beverages to non-coffee drinkers.

Fort Sanders Health and Fitness Center
Located at 270 Fort Sanders West Blvd., the Fort Sanders Health and Fitness Center is a five-star
health club and gym facility. Fully equipped with programs and classes ranging from yoga and
pilates to spinning, kickboxing and more, the center is one of Knoxvilles top wellness facilities.

The Glowing Body
The Glowing Body, located at 711 Irwin Street, offers a wide variety of classes for beginners and
experts alike. Certified instructors offer yoga classes, workshops and healing arts services. The
Glowing Body is open to yoga lovers of all denominations, styles and experience levels.

Real Hot Yoga
With locations in Knoxville, Johnson City and Englewood, Real Hot Yoga provides yoga students
with state-of-the-art studios to safely practice hot yoga. Real Hot Yoga offers a unique and
challenging fitness facility with precise temperature control and a detoxifying filtration system.

Tennessee Recreational Center for Students (TRECS)
Located on the University of Tennessee, Knoxville, campus, the TRECS boasts over 100 strength
training stations, four basketball courts and a 1/7th mile indoor track for its members to enjoy.
Challenging and fun group fitness classes such as yoga, Zumba and cycling are also available.





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Dudrick Communications

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The Blue Mason

The Blue Mason, located at 2920 Sutherland Ave., is dedicated to providing excellent coffee and
service to the Knoxville community. Cultivating relationships with local farmers and coffee
lovers, The Blue Mason locally roasts handcrafted drinks and bakes pastries fresh every day.

FLOW A Brew Parlor
Flow is proud to be a gathering place for the downtown Knoxville community to enjoy fine
coffee and beer at 603 West Main Street. Breakfast, lunch and dinner options are also available
to patrons who can enjoy fresh brews at the new patio seating area.

The Golden Roast
Located at 825 Melrose Place, The Golden Roast espresso caf has offered high-quality coffee,
pastries and snacks for the past 19 years. The coffee is roasted, packaged and supplied by local
Knoxville businesses, and the atmosphere is perfect for studying or relaxing on campus.

Old City Java
Located at 109 South Central Street, Old City Java serves Direct Trade Certified coffee
beverages and prides itself on cultivating relationships with the community. Since its founding
in May 1991, Old City Java proudly offers Counter Culture coffee, Rishi Teas and baked goods.

Remedy Coffee
Located in the Old City in Knoxville, Remedy Coffee is the only local coffee shop that donates a
portion of its proceeds to downtown philanthropic organizations each month. Remedy provides
a cozy space to enjoy organic and fair trade coffee from Intelligentsia and Verve roasters.

The Juice Bar
Knoxvilles first Juice Bar franchise, located at 4801 Kingston Pike, offers tasty and healthy
juices, smoothies and lunch options. Perfect for families, Juice Bar Bearden always uses
vegetarian, gluten-free and organic ingredients and partners with local farmers when possible.

Proposal for a Community-related Event

Dudrick Communications

13

Writing Samples
1. Media alert

MEDIA ALERT

Dec. 5, 2014

Contact Information:

FOR IMMEDIATE RELEASE

Roxanne Dudrick, Publicist

(865) 803-3867

roxanne@dudrick.com

The Museum of Modern Arts Best Film Not Playing at a Theater Near You Exhibition
Highlights Five Indie Films

Bill de Blasio and Spike Jonze to attend series featuring five indie films currently without
theatrical distribution

NEW YORK The Museum of Modern Art introduces the Best Film Not Playing at a Theater
Near You series screening and interview event at The Roy and Niuta Titus Theaters, in
association with Independent Filmmaker Project and its publication Filmmaker.

Attendees will include Bill de Blasio, Mayor of New York City, award-winning director Spike
Jonze and notable film critic Janet R. Maslin.

What: Ninth annual film series Best Film Not Playing at a Theater Near You featuring
Uncertain Terms by Nathan Silver, Evaporating Borders by Iva Radivojevic, Approaching
the Elephant by Amanda Rose, The Mend by John Magary and L for Leisure by Lev Kalman
and Whitney Horn

Who: Directors Nathan Silver, Iva Radivojevic, Amanda Rose Wilder, John Magary, Lev Kalman
and Whitney Horn will take part in an interview event following their screenings.


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Presented by MoMAs Department of Film, in association with IFP and its publication Filmmaker

When: Dec. 12-15, 2014

Uncertain Terms
2014. USA. Nathan Silver. 71 min.
Friday, Dec. 12, 6 p.m.
Sunday, Dec. 14, 1:45 p.m.

Evaporating Borders
2014. USA/Cyprus. Iva Radivojevic. 73 min.
Friday, Dec. 12, 8:15 p.m.
Monday, Dec. 15, 4:45 pm.

Approaching the Elephant
2014. USA. Amanda Rose Wilder. 89 min.
Saturday, Dec. 13, 2 p.m.
Sunday, Dec. 14, 6:45 p.m.

The Mend
2014. USA. John Magary. 111 min.
Saturday, Dec. 13, 4:45 p.m.
Monday, Dec. 13, 7 p.m.

L for Leisure
2014. USA. Lev Kalman and Whitney Horn. 74 min.
Saturday, Dec. 13, 8 p.m.
Sunday, Dec. 14, 4:15 p.m.

Where: The Museum of Modern Art, The Roy and Niuta Titus Theaters, Theater 2

11 West 53 St., New York, NY 10019

Admission: $12 adults; $10 seniors, 65 years and over with I.D.; $8 full-time students with
current I.D.
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Additional Information

For information on filmmaker interview requests, contact Jane Doe, Media Liaison,
jdoe@moma.org.
Media RSVP mandatory: rsvp@moma.org. Request credentials no later than
Wednesday, Dec. 10.
Credentials will be picked up at media check-in on the day of the event. All media must
bring photo I.D.

About MoMA
Established in 1929, The Museum of Modern Art is committed to inspiring creativity and
upholding its position as the worlds leading museum of modern art. MoMA serves as an
accessible space for patrons of all ages to explore innovative exhibitions and attend
intellectually stimulating programs. For more information on exhibition schedules, special
events and more, please visit www.moma.org.

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Proposal for a Community-related Event

Dudrick Communications

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2. Feature release

Contact Information:
Roxanne Dudrick, Publicist

(865) 803-3867

roxanne@dudrick.com

April 3, 2015

UT Accounting Student Lands Prestigious Internship

Knoxville native Liza Reineri accepts audit intern position with PricewaterhouseCoopers

KNOXVILLEMany college seniors struggle to balance homework with extracurricular activities
while also maintaining some semblance of sanity and a social life. Liza Reineri is not one of
those people.

When she is not mentoring inner city high school students or fundraising for East Tennessee
Childrens Hospital through the student organization For The Kids at UTK, Reineri excels in her
Haslam College of Business honors classes.

Reineri recently accepted an audit internship with PricewaterhouseCoopers, the second largest
professional services network in the world. The internship will allow her to gain exposure to the
industry via client interaction, job shadowing and professional development in the New York
City office.

The Knoxville native and accounting major with a concentration in international business
credits her success to UTs unique Global Leadership Scholars program. The program sets a
caliber for work ethic and performance, and it has definitely paid off, said Reineri.


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She was one of the 27 students accepted into the selective three-year global leadership
business honors program. The tight-knit group works with honors faculty to develop the skills
necessary to succeed in business at the international level.

Accounting isnt the most exciting or easy subject, but it definitely is more enjoyable when you
are surrounded by students and faculty that are continuously supporting you.

Reineri will leave in June to begin her internship in New York with one of the Big Four auditors.
The bagel obsessed lover of all things culture and music looks forward to living in a big city.

After concentrating in international business and studying abroad in London, I knew a fast-
paced international hub such as New York was the place for me, said Reineri. I am excited
beyond measure for change, new experiences and opportunities New York City provides.

When asked what career paths she would consider, Reineri ultimately sees herself in a
financial role for an organization focusing on social action or environmental sustainability.

Anyone who knows Reineri is not surprised by this answer. From fundraising for Second Harvest
Food Bank in high school to serving as the finance chair with For The Kids at UTK, the ambitious
Vol for Life is clearly passionate about helping others.

What will be Reineris next academic or philanthropic accomplishment? Only time will tell.

About Haslam College of Business
The Haslam College of Business at the University of Tennessee, Knoxville, is committed to
delivering the best possible business education and improving the world. It consists of
approximately 5,500 undergraduate and graduate students.

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Proposal for a Community-related Event

Dudrick Communications

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Biography

A hardworking and creative public relations professional, Roxanne Dudrick of Dudrick
Communications has 15 years of experience helping organizations communicate to their publics
both efficiently and effectively. Roxanne has represented a variety of nonprofit organizations
such as the Arts and Culture Alliance of Greater Knoxville and East Tennessee Childrens
Hospital. As a longtime public relations practitioner, Roxanne knows what it takes to produce a
community-related event that captures the attention of the Knoxville community and media.

Before beginning her career at Dudrick Communications, Roxanne held a variety of marketing
positions at AC Entertainment, Moxley Carmichael, Edelman and Childrens Miracle Network.
She has taught at the University of Southern California, Vanderbilt University and the University
of Tennessee, Knoxville.

Roxanne holds a bachelor of science degree in communication from the University of
Tennessee, Knoxville. She majored in public relations and psychology with a minor in business
administration. Roxanne speaks fluent French and enjoys reading, writing, traveling and
listening to music when she is not hard at work advocating for her nonprofit clients.

Proposal for a Community-related Event

Dudrick Communications