EVENT

PROPOSAL

SANTA PAWS 5K
AND PICNIC

Anna Loncar




Table of Contents

Executive Summary…………………………………………………………..………… 3

Planning

Event Plan Outline……………………………………………………….……. 4

Strategic Message Plan.…………………………………………………….. 7

Deliverables

Fast Facts……………………………………………………………………..……. 8

Press Release…………………………………………………………………….. 9

Media Alert……………………………………………………………..………… 11

Feature Release…………………………………………………………………. 13

Writing Samples

Press Release…………………………………………………………………….. 16

Fast Facts…………………………………………………………………………… 18

Biography……………………………………………………………………………………. 20

2






EXECUTIVE SUMMARY

Following this summary is an event proposal for the Humane Society of West Alabama. This is a
detailed event plan to address the following objectives:

1) To increase media exposure by 50% over the course of 2018. To accomplish this
objective, the media would promote and cover the community-related event in 2018.
2) To increase event attendance by 50% in 2018.
3) To increase the individual donor support base by 40% with an average gift of $50 by
the start of 2019.

These objectives are fully explained in the event plan section, which also addresses the
strategic messages. The key messages for the event are: HSWA is a great shelter that needs
donations from the community, HSWA is the ideal place to volunteer if you like working with
animals.

The target audience is identified as the Tuscaloosa community, particularly active families who
have the means to support pets and are able to donate money and goods to HSWA.

The deliverables section provides example deliverables for the event, including a fact sheet, a
news release, a media alert, and a feature release.

Also included are two writing samples, a feature release and a fact sheet, from previous
projects.

3

Event Plan Outline

Name of Event: Santa Paws 5K and Picnic

Date/Time/Location: Dec. 24, 2018, 11 a.m., start and end at the Government Plaza at 3 p.m.

Event Type: 5k marathon run and picnic

Event purpose: To help raise funds through ticket sales and donations as well as awareness of
the Humane Society. The Humane Society of West Alabama also hopes to raise awareness for
its need for volunteers and donations.

Objectives:
1) To increase media exposure by 50% over the course of 2018. To accomplish this objective,
the media would promote and cover the community-related event in 2018.
2) To increase event attendance by 50% in 2018.
3) To increase the individual donor support base by 40% with an average gift of $50 by the start
of 2019.

Strategic Fit: This event fits because Tuscaloosa is filled with young, active families who are very
involved in the community. Past 5k marathons have done extremely well here for other
organizations, with most reaching over 300 participants each.

Target Audience: The intended target audience for this campaign is the Tuscaloosa community.
The residents of Tuscaloosa are generally family-oriented, conservative and educated. Most
importantly, male and female residents of Tuscaloosa have the financial means to support our
organization by donating or attending an event. For those who do not have the financial
capacity to donate, we believe, if communicated with correctly, they will donate their time or
other resources to the organization.

Audience Benefits: The audience will benefit from this event by getting exercise, having good
food and fun with their friends and family and getting to involve their own pets in the event by
bringing them to the picnic.

4
Event Format Details:
The event will begin at the Government Plaza with a 5K marathon that will make a circle around
downtown Tuscaloosa and will end with a food truck picnic back at the Government Plaza. The
5K will have a first-aid tent staffed by volunteer EMTs, a cool-down area and a water station at
the end of the run for all of the runners.

At the plaza, food trucks such as Say Cheese and Local Churn Creamery will serve food. These
food trucks have been chosen because they are both very popular in Tuscaloosa and have also
participated in charity events around town.

The Humane Society of West Alabama would also provide live entertainment by hiring the
cover band The MudKatz. This band typically plays classic American music and can also play
Christmas music. They have been chosen to perform at this event because their music is family-
friendly and upbeat.

During the picnic, the Humane Society of West Alabama will bring their most well-behaved
adoptable dogs to play with participants and have adoption papers on-site in case someone
wants to adopt them.

Ticket prices will be $20 per adult and $10 per child under 15 years old. The first 50 people to
sign up for the event will receive a t-shirt with the event’s name on the front along with a
Christmas themed design and a list of sponsors on the back.

For this particular event, we would ask for 15% of the food trucks’ commissions from their sales
during the picnic as a donation to HSWA. The Humane Society of West Alabama will also ask
local community businesses to sponsor the event by donating small items relating to their
business as stuffers for gift bags for participants to claim as they leave. Businesses who choose
to sponsor will also have the opportunity to make a cash donation in order to have their logo on
the back of t-shirts and on banners throughout the event. Differing sponsor donation amounts
will result in bigger logos on the t-shirts and on banners.

Attendee Specifications:
Expected attendance and/or guests: 300
Methods to reach attendees: Social media campaigning, a Facebook event, flyering, mail
stuffers, and booths set up at universities manned by volunteers

Sponsors: Local businesses who donate small items or cash donations to the Humane Society of
West Alabama

Income estimate:
Number of guests: 200 adults x $20 = $4000
100 children x $10 = $1000
Sponsor Donations and Food Truck Commission:
Food Truck: $500

5
 Sponsor Donations: $1500
Estimated net cost: $1000
Net Total: $6000

Media/ Communications: We will contact multiple news sources, such as local news channels,
local newspapers, and student clubs at the University of Alabama and Shelton State College,
through sending press releases, media alerts and calling on the phone. These media outlets
would care about the event because they understand there is growing problem with stray
animals throughout the town and that the Tuscaloosa community, as a whole, has an invested
interest in correcting this problem. Featuring a story like this event can increase their
viewership.

Challenges: One challenge would be getting the community involved so that the event can raise
as much money as possible. Sometimes spreading news around Tuscaloosa can be difficult, so
HSWA will really have to make communication with the public a priority in order to get the
attendance numbers it wants. Another challenge would be weather. It is hard to predict what
the weather will be like on a certain day months out from the event, especially in Tuscaloosa,
where the weather can be unpredictable. Another challenge would be injuries sustained by
runners, but we will be prepared for that by having a first-aid tent staffed by EMTs. The last
challenge we would prepare to face are problems with the dogs at the picnic. Several things
could happen including certain dogs not getting along and fighting, a dog escaping, or a dog
being stolen from the event.

6

Contact Information:
Anna Loncar, Director of PR
(404) 934-6775
aeloncar@crimson.ua.edu

Strategic Message Plan

1. The Humane Society of West Alabama strives to find loving homes for all animals that
come into its care. In 2009, HSWA found homes for 112 rescued dogs, 74 cats and 3 horses.
The Humane Society also assisted with more than 50 other adoptions by helping people get
vet care for their animals and finding permanent homes for animals people had rescued.

2. The Humane Society of West Alabama works with the community to protect animals. The
Humane Society maintains a list of lost and found animals and documents calls concerning
animal cruelty and routes these calls to the proper authorities The Humane Society also
assists members of the community with caring for their pets, including education, food and
shelter, and vet care.


3. The Humane Society of West Alabama is a non-profit organization that raises its own
money and accepts donations. Most of the work done around the facilities is done on a
volunteer basis. Many groups and schools come to volunteer to clean and play with the
animals. The Humane Society hosts fundraising events such as meet and greet adoption
events, taking photos of pets with Santa for Christmas, and the Black Cat Masquerade Ball,
all of which help raise awareness and funds to continue to support the Humane Society of
West Alabama. The Humane Society also takes clothing and craft donations, which are then
sold at a flea market or to consignment stores. People can donate items to the Humane
Society Flea Market.

7

Fast Facts

• Goals:
o To advise pet owners and help get the word out about lost or found pets, and to
help reunite pets and owners.
o To assist in finding homes for others when it cannot take on the pet by posting it
on the society’s website and on Petfinder.com.
o When able, to assist pet owners with vet care/bills if it allows a pet to stay in its
home.
o To document calls concerning animal cruelty and route these cases to the proper
authorities.

• Humane Society of West Alabama was founded in 1971.

• HSWA is a no-kill shelter, meaning that no animals taken into care are euthanized.

• The Humane Society is totally dependent on volunteer work, donations and fundraisers
to continue its work.

• HSWA does not receive aid from the government or from a national humane
organization.

• HSWA is an information and referral service and has an extensive file of contact names
and numbers to foster homes, veterinarians, and other pet related businesses in the
Tuscaloosa community.

• Contact:
Email: humaneswa@yahoo.com
Telephone: (205) 554-0011
Fax: (205) 248-7019

• Address:
Humane Society of West Alabama
P.O. Box 70054
Tuscaloosa, AL 35407

8

News Release

Nov. 24, 2018 Contact Information:
FOR IMMEDIATE RELEASE Anna Loncar, Director of PR
(404) 934-6775
aeloncar@crimson.ua.edu

Local Shelter Invites Community to Run for a Good Cause
The Humane Society of West Alabama hosts a 5K to help raise funds for operational cost.

TUSCALOOSA, Ala.- To help raise awareness for the need of adoptions, donations and overall
awareness of the shelter, the Humane Society of West Alabama will host the Santa Paws 5K and
Picnic at the Government Plaza on Dec. 24, 2018 from 11a.m. to 3p.m. The event will conclude
with a picnic for family and friends hosted by the HSWA.

Ticket prices are $20 for adults and $10 for children. Local food trucks Say Cheese and Local
Churn Creamery will be parked at the Government Plaza, and 15% of the proceeds from their
sales will be donated to HSWA. The Mudkatz, a local band that plays American classics, will play
at the event. HSWA will also bring dogs to the picnic that are currently available for adoption.

“I think that this is a fun way to get great exercise and help out a worthy cause in the
community,” said Thomas Freeman, a frequent runner at local community marathons. “Plus,
I’m really excited to bring my dog.”

This event will help to raise funds for the HSWA through ticket sales and donations. It will also
raise awareness of the Humane Society and its services. HSWA also hopes to register volunteers
at the end to meet its need for volunteers.

“This will be a family-friendly event that will bring the much-needed attention that the Humane
Society of West Alabama needs,” said Carla Fernandez, an avid volunteer at HSWA.

-more-

9
For more information about the event or to purchase tickets, please call (205) 554-0011.

The Humane Society of West Alabama, operating in Tuscaloosa, Alabama, is a no-kill, volunteer
run animal shelter. HSWA has helped to rescue and rehome thousands of animals in the
Tuscaloosa and Northport areas. Founded in 1971, HSWA is a nonprofit and is totally dependent
on volunteer work, donations and fundraisers to continue its work saving and caring for the
dogs and cats it has taken in. For more information, please visit www.humanesocietyofwa.org.


###

10

Media Alert

Dec. 10, 2018 Contact Information:
FOR IMMEDIATE RELEASE Anna Loncar, Director of PR
(404) 934-6775
aeloncar@crimson.ua.edu

Humane Society of West Alabama Hosts Marathon

TUSCALOOSA, Ala. – The Humane Society of West Alabama will host a Christmas-themed
marathon run and a picnic to help raise funds and increase awareness for its need for
volunteers and in-kind donations of supplies and money. The picnic after the marathon will
include local food trucks and a band and dogs who are available for donation will also attend.
Family and friends are invited to come to the picnic and bring their dogs.

Who: The Humane Society of West Alabama

What: Santa Paws 5K and Picnic

When: Dec. 4, 2018, 11 a.m. – 3 p.m.

Where: The Government Plaza
2106 6th St, Tuscaloosa, AL 35401

Why: To help raise awareness of HSWA and the growing problem of stray animals in Tuscaloosa
and Northport. The HSWA wants to raise awareness for its need for volunteers and donations.


Additional Information:
• Interview opportunities with participants, volunteers, and employees
• Photo opportunities of the marathon and the picnic
o Runners during the marathon
o The band, dogs in attendance, food trucks
-more-

11

• Video opportunities during the marathon and picnic
o Runners
o The band, dogs in attendance, food trucks, B-Roll footage


The Humane Society of West Alabama, operating in Tuscaloosa, Alabama, is a no-kill, volunteer
run animal shelter. HSWA has helped to rescue and rehome thousands of animals in the
Tuscaloosa and Northport areas. Founded in 1971, HSWA is a nonprofit and is totally dependent
on volunteer work, donations and fundraisers to continue its work saving and caring for the
dogs and cats it has taken in. For more information, please visit www.humanesocietyofwa.org.

###

12


Feature Release

Dec. 6, 2018 Contact Information:
FOR IMMEDIATE RELEASE Anna Loncar, Director of PR
(404) 934-6775
aeloncar@crimson.ua.edu

This Dog Will Not Lay Down
A brief history on the Humane Society of West Alabama

A sale booth at a previous marathon that the HSWA hosted.

TUSCALOOSA, Ala. – The Humane Society of West Alabama has been a facet of the Tuscaloosa
and Northport communities for decades. Its persistence and dedication to its mission of helping
animals in need have kept it going through good times and bad.

HSWA was established in 1971 when a group of concerned citizens rallied on behalf of the local
animals. Animal control was ill-managed and the animals in its custody were subjected to
borderline abusive situations with cages that offered no protection from the rain, heat or cold,
and dogs were often handled with pitchforks. There were no provisions for cats or any of the
other animals that ran wild around Tuscaloosa.

“It was truly awful,” said Anita Smelley, president of the Board of Directors of the Humane
Society of West Alabama. “There was no justice for those animals, and no one was doing
anything to remove them from the abusive situation.

13
 -more-
The first shelter built for HSWA was built to hold 100 animals and became a government agency
that performed animal control for the cities of Tuscaloosa and Northport. The shelter was
established as a nonprofit humane society, despite receiving minimal government funding for
the animal control contract established between HSWA and the local communities.

HSWA was instrumental in the establishment of local animal ordinances to supplement the
weak state laws. In the 1980s, HSWA helped to develop and pass a local leash law so fewer
dogs were victims of automobile accidents and fewer puppies were born from random
breeding.

Despite the advances made in laws protecting the animals of the community, the HSWA board
spent most of its time trying to increase the dollar amount of the animal control contracts to
cover the services it provided. Even though costs grew and the number of animals entering the
shelter increased, the government wanted to cut funding.

After much strife with the government, including cancellations of its animal control contracts
and becoming just a government holding facility without any field officers, in 1994 HSWA
transitioned from being dependent on its governmental contracts to being strictly a humane
society. The first decision made was to become a no-kill shelter. Because of the bad luck with
the government, HSWA was able to focus on what they wanted their mission to be- to help
animals and stay out of any political struggles.

Since nationally known humane organizations do not distribute funds at the local level, the
shelter became reliant on donations and fundraisers to stay afloat. The shelter was inundated
with animals almost immediately after parting from the government and monthly costs soon
rose to $7,000 to cover salaries, veterinary care, overhead, and much more needed to take care
of the animals.

As money became tighter, HSWA had to sell its building, land and equipment to pay off its
increasing debt. To stay in existence, the shelter found homes for the last of its dogs and cats
and closed its doors on Nov. 1, 1997. It relied on its voicemail system to find homes for animals,
learn of cruelty cases, reunite lost pets with their owners, educate the public about proper
animal care, and treat sick and injured animals.

In 2000 in conjunction with the Animal Coalition of Tuscaloosa, HSWA, along with several other
shelters in the area, began operating an adoption room at Pet Supplies Plus in Tuscaloosa. This
venture resulted in finding homes for hundreds of local cats and dogs. Running the room
required scheduling almost 50 volunteers per week and always making sure someone was on-
call for emergencies.

“Maintaining that room each day became such a daunting task,” said long-time volunteer Carla
Manning. “As time went on, it became harder to pay the salary for the room and give the
animals the proper care they needed.”

14
 -more-

In 2003, HSWA moved out of the adoption room and invested in an older home on Veterans
Memorial Parkway. With the help of many volunteers, renovations were made on the house to
make it animal-friendly and the kitchen was converted into the headquarters of the shelter. All
of the cats in HSWA’s care now live in the house and all of its dogs are in foster care.

Despite its leaps and bounds toward becoming a stronger humane society in recent years,
money and space remain HSWA’s biggest ongoing hurdles, and it is overwhelmed with requests
for assistance.

HSWA is hosting the Santa Paws 5K Marathon and Picnic on Dec. 24, 2018 to raise awareness
for the need for volunteers and donations to help care for the animals. After the marathon,
runners and their family will get a picnic lunch catered by local food trucks Say Cheese and
Local Churn Creamery as well as entertainment from a live band playing American classics and
Christmas music.

For more information about this event and to order tickets to participate, please call (205) 554-
0011.

The Humane Society of West Alabama, operating in Tuscaloosa, Alabama, is a no-kill, volunteer
run animal shelter. HSWA has helped to rescue and rehome thousands of animals in the
Tuscaloosa and Northport areas. Founded in 1971, HSWA is a nonprofit and is totally dependent
on volunteer work, donations and fundraisers to continue its work saving and caring for the
dogs and cats it has taken in. For more information, please visit www.humanesocietyofwa.org.
###

15


News Release
Oct. 17, 2017 Contact Information:
FOR IMMEDIATE RELEASE Anna Loncar, Director of PR
404-934-6775
aeloncar@crimson.ua.edu

Radio City Music Hall Presents the Rockettes: a Historical Spectacular

Russell Markert with his Radio City Rockettes in 1935.

th
NEW YORK – In honor of their 50 anniversary in New York City, Radio City Music Hall invites
their fans to reminisce on their fascinating history with them.

The Rockettes began their high-kicks in 1925 under the direction of Russell Markert, the chief
choreographer, image-preserver and resident “father figure” of the famous troupe, in St. Louis,
Missouri. They were originally known as the “Missouri Rockets.” The Rockets were moved to
Radio City Music Hall in 1932 and renamed the Radio City Rockettes after building a stand-out
name for themselves across the country.

“That was our big break,” Russell Markert said. “That’s how I knew we were the best. How
could it get better than performing in our own theater in New York City?”

After the bombing of Pearl Harbor in 1945, the Rockettes were among the first entertainers to
-more-

16
volunteer for the United Service Organization. They entertained our troops abroad
and were involved in wartime shows at the Copacabana, the Army Air Corps base in Pawling,
New York and at the Stage Door Canteen. The Rockettes and Eleanor Roosevelt even hosted a
War Bond Rally at the World’s Most Famous Arena, Madison Square Garden.

“We felt it was our patriotic duty to support our troops,” said Carrie Smith, a Rockette during
World War II.

As the Radio City Music Hall experienced an increase in show closings in the 1970s, the
Rockettes took their shows on the road. They performed in Lake Tahoe, Nevada and sold out
shows night after night in Las Vegas. At the end of the decade, the Rockettes lead the crusade
to save Radio City Music Hall from closing for good, helping to designate it as a New York City
landmark.

To this day, more than 10,000 women have shared the legacy of performing as a Radio City
Rockette. They continue to perform their famous Christmas Spectacular show November
through January each year, and in 2016 they introduced their summer show, the New York
Spectacular.

For more information on the Rockettes and ticket purchases please call (866) 858-0007.

Since 1879, the Madison Square Garden Company presents and hosts a broad array of events,
from live sports to entertainment experiences. The company boasts a diverse collection of iconic
venues, including: Radio City Music Hall, New York’s Madison Square Garden, the Beacon
Theatre. The company is also present in Chicago, Boston, and Englewood, California. For more
information about the Madison Square Garden Company, visit
www.themadisonsquaregardencompany.com.

###

17

FAST FACTS

• About Us

o Contact:
o The Madison Square Garden Company
Two Pennsylvania Plaza
New York, NY 10121-0091
o themadisonsquaregardencompany.com
o (212) 465-6741

o Entertainment Venues and Groups: Madison Square Garden, Radio City Hall, Beacon
Theatre, the Theatre at Madison Square Garden, the Chicago Theatre, the Forum,
the Wang Theatre, the Radio City Rockettes, the Christmas Spectacular Starring the
Radio City Rockettes, the New York Spectacular Starring the Radio City Rockettes,
Boston Calling, TAO Group

o Sports: The New York Knicks, The New York Rangers, New York Liberty, Westchester
Knicks, Hartford Wolf Pack, Counter Logic Gaming

o Mission Statement: To lift the human spirit by gathering communities around
exceptional live experiences on the world's greatest stages.

o More than six million people visit Madison Square Garden venues and events each
year.

o Madison Square Garden Company hosts approximately 320 events every year.

• The Madison Square Garden

o The current Madison Square Garden is actually the fourth building to be called
Madison Square Garden.

o The opening event in the fourth building was held on Feb. 11, 1968 with a gala
salute to the United Service Organization, Inc. starring Bing Crosby and Bob Hope.

o The best way to learn more about Madison Square Garden is by taking the All Access
Tour.
-more-

18
 o Call 212.465.6080 to purchase tickets or learn more about the show

o Ticket Prices:
§ Adults- $26.95

§ Children (12 and under)- $19.95

§ Seniors (62+)- $19.95

o Leadership:
o James L. Dolan, Executive Chairman

o Gregg Seibert, Vice Chairman

o David O’Connor, President and Chief Executive Officer

o In 2016, annual net sales were $1.12 billion. Year-round employee count in 2016 was
4,800.

19


Anna Loncar graduated from the

University of Alabama with a degree
in public relations, minoring in
psychology. She was born and raised
in Atlanta and has continued her
career in the city. She has been a
member of Mae Group
Communications for five years and
has worked on a multitude of
projects.

There is a saying that communication

is the key to every healthy
relationship. We at Mae Group
Communications believe that this
saying is not just for interpersonal
relationships, but can also transfer
into the business world. Mae Group
Mae Group Communications
Communications was founded in
2010 by a group of individuals who
saw a need from small businesses for
communications and public relations
work in the Atlanta area. They have
worked on several high profile
projects and have a continuous line
of projects in which they excel at
working on.

20