A Caring

Companion

December 3rd 2020

Prepared By: Allied Consulting
Tori Alper, Penn Cooper, Alex Asaturian, Maya Loeb, and Miguel Fernanda

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 500 El Camino Real
Santa Clara, CA, 95050
info@alliedconsulting.org
October 18​th​, 2020
Mike Bashian
Founder, Bright Horizon Health Foundation
3649 W. Beechwood Ave. # 106A
Fresno CA, 93711

Dear Mr. Bashian and Members of Bright Horizon Health Foundation:

Allied Consulting would like to thank you for giving us the opportunity to work with your
organization.

Our goal is to help organizations like yours excel in the medical care field. Our proposal hopes to
alleviate some of the monetary challenges you face when providing support, food, and shelter to
Bright Horizon Hospice patients and their families. We are here to help you adapt our innovative
solutions. Our team brings a variety of skills like building customer relations, financial analysis,
graphic design, and event planning.

We have thought of the best ideas to include in our proposal, which is designed to improve
fundraising to make sure Bright Horizon Health can effectively provide their services to hospice
patients. Our plan is to create visually appealing brochures, a digital slide deck, and outline a
fundraising event to increase donations to Natalie’s fund. By creating easy to read brochures and
a slide deck, we hope Bright Horizon Health can distribute these to individuals interested in
donating but seeking more information about the foundation. We will also create an outline for a
fundraising event that can be held during the pandemic to gain more donors. These ideas
integrated together will work to increase donations in the long run for Bright Horizon Health.

We look forward to hearing your feedback on our proposal. Please do not hesitate to reach out to
Penn Cooper, our project manager, at ​pcooper@scu.edu with any further questions or concerns.
Thank you again for your time and the opportunity presented.

Best,

Tori Alper, Penn Cooper, Alex Asaturian, Maya Loeb, and Miguel Fernanda

Allied Consulting

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Table of Contents
Executive Summary​…………………………………………………………………….Page 4

Introduction​……………………………………………………………………………..Page 5

Project Rationale​………………………………………………………………………..Page 6-7

Deliverables​……………………………………………………………………………...Page 8

Cost Analysis​…………………………………………………………………………….Page 9

Delivery Schedule​………………………………………………………………………..Page 11

Success Metrics​……………………………………………………………………….....Page 13

Staffing​………………………………………………………………………………..….Page 14

Appendices​……………………………………………………………………………….Page 16

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Executive Summary
Ensuring that hospice patients are comfortable during their end-of-life journey can be a major
expense and hard for families to support. Families typically rely on other financial resources to
be able to properly take care of their loved ones needing hospice treatment.

Bright Horizon Health is a facility located in Fresno, CA that offers hospice care and support for
patients and their families. Bright Horizon Health Foundation is a non-profit organization that
raises money to help families take care of their loved ones during their end-of-life journey.
Bright Horizon Health patients rely heavily on the foundation, which provides financial
assistance and comfort to patients in need. They have expressed difficulty raising funds for
Natalie’s fund, which supports families caring for hospice patients.

Allied Consulting is a group of driven undergraduate students dedicated to supporting Bright

Horizon Health through partnering with them. We are proposing to help increase Bright Horizon
Health’s donations by creating an informative and visually appealing brochure, a digital slide
deck, outlining a potential fundraising event, and fixing their search results on Google.

Objective #1: Create a Brochure and Digital Slide Deck

● Express what Bright Horizon Health does in a clear, concise, and appealing format.
● Make a hard copy brochure/pamphlet and make a digital slide deck for Mr. Bashian to
send by email to potential donors.

Objective #2: Golf Tournament Fundraiser Outline

● The Foundation’s donations have been decreasing, especially because of the pandemic,
and Bright Horizon Health needs new ways to raise funds.
● Create a potential fundraising option that is held outdoors and that is spacious so
individuals can social distance.

Objective #3: Fixing Search Results

● Modify Bright Horizon Health’s search results, so individuals are redirected to the correct
website and can find the information they need.

Ultimately, these solutions will provide Bright Horizon Health Foundation with the financial
resources they need to provide support, food, and shelter for hospice patients and their families.
These projects are aimed to increase donations by increasing interaction with Bright Horizon
Health and creating the option for more and even larger donations.

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Introduction:
Assisted Living Costs
With the changing demographic of the United
States population, there has been an increase
associated with the cost of senior care. A 2018
survey found that the “national median cost for
assisted living per month is $4,000, which breaks
down to around $133 per day (and adds up to
$48,000 per year)” (​Genworth​, 2018).
Due to the high cost of living and density in
California, senior care is drastically more
expensive. Overall, “about 85% of end-of-life care
costs are covered by various government entities, including Medicare, Medicaid” (​Fay​, 2019).
With that being said, the remainder of 15% becomes an out of pocket expense that the patient is
expected to come up with. Without their family’s help to bridge this gap of payment, most
seniors are finding it difficult to financially support themselves in such facilities.

Bright Horizon Health Foundation

The Bright Horizon Health Foundation has a mission to provide support, food, and shelter for
Bright Horizon Health patients and their families. Through philanthropy, they strive to provide
comfort for the less fortunate during their end-of-life journey. ​This compassionate approach
towards the allocation of funds – allows people of lesser financial means with serious illness – to
live life fully, maintain their dignity and keep control over their lives.

The Foundation focuses on two main avenues in which they raise money for their senior patients.
First, Natalie’s Fund serves to provide financial assistance and comfort to those patients in need.
Secondly, the Tin Cup Golf Tournament is a fundraiser that contributes to the organization and
has become a huge success over the years among established donors as well as patients and their
families who wish to participate. The last ​tournament was held in 2016, with 144 golfers playing
in a Four Man Best Ball format.

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Project Rationale:
Our Plan

Our firm, Allied Consulting, aims to improve the lives of businesses in the medical care field.
Currently, Bright Horizon Health has a need for exposure and finances to their company. Our
plan directly addresses the needs of Bright Horizon Health by providing them with simple
solutions that will have a long term impact on their company. We have created a strong
connection with Bright Horizon Health and will solve their needs mentioned above through the
following course of actions:
● Raise money and awareness for Bright Horizon Health.
● Provide potential donors more information in hopes of increasing the donations they give
towards Natalie’s Fund.
● Implement the appropriate search result on web browsers.

How will we achieve this?

Allied Consulting will raise money and awareness for Bright Horizon Health through a golf
tournament and auction. For the golf tournament, it is important to do research to determine the
goals of the tournament. Allied Consulting will find out the amount of money required and the
number of participants or sponsors we need to recruit. It is also necessary that we designate key
roles for the organization of the event. This means finding any corporate sponsorships, as well as
marketing, a prize committee, volunteer committee, and event logistics for the golf tournament.

Next we will find an appropriate tournament location that is in close proximity to the
participants, with a course layout that is suitable to all ages. Allied Consulting will also be

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carefully selecting a tournament format that is enjoyable and that allows for networking and
socialization. This will allow the golf tournament to develop a community and bring a sense of
belonging for these existing and potential donors.

An easy registration software is also important as there may be many senior participants. Allied
Consulting will start marketing the event as soon as possible to leverage any relationships of
active connections to donors that we have. We can also involve sponsors here as they can use
their networks to reach more people.

Finally, Allied Consulting will plan for post-event communications. This involves thanking the
participants, sponsors, and donors for their participation by sharing photos of the event. To
further build a sense of community, we will send out surveys to participants which will improve
any future events held.

To increase the donations that potential or existing donors might give, Allied Consulting will
design and produce brochures and a slide deck. To achieve this, we must be targeting the right
audience. We will reach out to existing donors and show them the value that Bright Horizon
Health has brought to them and their families. This may open up another channel for potential
donors as well, as those families will share their wonderful experience that they received at
Bright Horizon Health.

In the brochure and slide deck, we will be creating high-value content about the organization and
Natalie’s fund. We will provide not only the benefits of their services, but also a call to action for
what potential donors can do. This brochure and slide deck will be very attractive through the
use of visuals. After designing the brochures and slide decks, we will develop a mock product
that we can take to the foundation to seek approval.

We will also be fixing the web search results for Bright Horizon Health, as some of the links
online do not take you to the website. To do this we will obtain the login credentials for Bright
Horizon Health’s Google Business profile, and then change the links that are currently associated
with the business. This will be a simple, yet effective, fix which will help any individual who
wants to access Bright Horizon Health’s website.

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Deliverables:
Bright Horizon Brochure
● Brochures will be handed out to donors and close relatives of past donors.
● The page will include information about the organization, stories from current patients,
past donors and their success stories, and ways to contribute to Bright Horizon Health.

Bright Horizon Digital Slide Deck Design

● Allied Consulting will make a digital slide deck for future use when presenting Bright
Horizon Health’s cause and purpose to potential donors.
● The design will portray Bright Horizon Health’s professionalism in hospice services for
their client.

Fundraising Golf Tournament Budgeting

● Allied Consulting will create a brief outline detailing the cost budgeting and location to
host the golf tournament fundraiser.

Fix Search Results

● Allied Consulting will provide changes to Bright Horizon Health’s search results on
Google to get potential donors and viewers directly to their website.

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Cost Analysis:
Our Project will have two costs: Pro Bono consulting fees and Fundraiser Evaluation

Member Work Description Freelance Working Hours Respective Total

Hourly Wage Cost ($)

Penn Cooper Project Manager & 10/5: 6:00-9:00 p.m. $18.27 182.70
Team Coordinator
10/8: 5:30-8:30 p.m. 10% of lower
earning project
11/16: 4:00-8:00 p.m. managers (Zip
Recruiter)

Tori Alper Graphic Designer 10/2: 8:00-10: a.m. $15.14 189.25

& Non-Profit
Liaison 10/4: 5:00-6:00 p.m. 10% of lower
earning
10/5: 6:00-9:00 p.m. graphic
designers (Zip
10/14: 4:00-7:00 p.m
Recruiter)
11/10: 4:30-8:00 p.m.

Maya Loeb Contract Writer & 10/1: 5:00-8:00 p.m. $20.67 268.71
Customer
Relations 10/4: 6:00-8:30 p.m. 18% of lower
earning
10/14: 5:00-7:00 p.m. contract
technical
11/2: 4:00-6:30 p.m.
writers (Zip
11/14: 5:00-8:00 p.m. Recruiter)

Alex Financial & Cost 10/3: 5:00-9:00 p.m. $21.39 245.99

Asaturian Analyst
10/10: 4:00-6:00 p.m.

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 11/2: 5:00-8:30 p.m. 7% of lower
earning
11/4: 2:00-4:00 p.m. financial
analysts (Zip
Recruiter)

Miguel Marketing 10/10: 4:00-9:00 p.m. $15.38 161.49

Fernanda Deliverables
Coordinator & 10/12: 5:00-7:00 p.m. 7% of lower
Analyst earning
10/29: 4:00-7:30 p.m. marketing
analyst (Zip
Recruiter

Total 57.5 1,048.14

Total Costs:

● Hourly wage evaluated per consultant: Ranges from $15.14-21.39 per hour ​based on
respective occupation.
● The total consulting fee is ​$1,048.14.
● The total ​57.5 hours allocated by Allied Consulting toward planning events, creating
PowerPoints, reaching out to clients, evaluating information, and meeting Bright Horizon
Health Foundation requests.

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Golf Tournament Fundraiser Outline Cost Evaluation:

Cost Benefit Analysis:

The revenue from this event can vary as Allied Consulting has made estimates based on previous
sponsors and guests that Mr. Bashian provided to us from the last Tin Cup Golf Tournament in
2016. Based on these costs and revenue, the return on investment is 1.94 or 194%. Thus, if
donations were greater, Mr. Bashian and the Bright Horizon team can expect the return on
investment to increase.

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Cost estimates received from Craig Ferreira, Event Manager at Copper River Country Club.
craigf@copperrivercountryclub.com

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Delivery Schedule:

Week Deliverable Assigned Member(s)

1 (September 22) Brochure Tori, Penn

2 (September 29) Brochure Tori, Penn

3 (October 5) Brochure Tori, Penn

4 (October 12) Digital Slide Deck Miguel, Tori

5 (October 19) Digital Slide Deck Miguel, Tori

6 (October 26) Outline for Golf Tournament Alex, Maya

Fundraiser Event

7 (November 2) Outline for Golf Tournament Alex, Maya

Fundraiser Event

8 (November 9) Fix Search Results Alex, Maya

9 (November 16) Fix Search Results Alex, Maya

Total ● Brochure
● Digital Slide Deck
● Outline for Golf Team
Tournament
Fundraiser
● Search Results Fixed

Report:
● By the end of November 30, Bright Horizon Health will receive a total of ​1 Brochure
that conveys all information potential donors may need in a visually appealing format, ​1
Digital Slide Deck that will serve as a source of information that can be emailed to
anyone with questions about Bright Horizon Health, ​1 Golf Tournament Outline ​that
includes a proposed location as well as costs to host it, and their ​Search Results Fixed
on Google. We hope our work can successfully increase Bright Horizon Health’s brand
awareness and donations, so they have sufficient funds to continue providing excellent
hospice care.

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Success Metrics:
Brochure and Digital Slide Deck

Client feedback indicating satisfaction with the brochure and slide deck. Fundraising efforts will
be conducted after the project is complete, thus, we will not be able to quantify the long term
success of the brochure and slide deck increasing donations.

Fundraiser Idea

Bright Horizon Health normally holds a fundraiser in the Spring, so we will not actually put on
this event. Instead, we will provide Bright Horizon Health with a fundraiser idea that complies
with county restrictions on Covid-19. The long-term success would be evaluating if donations
increased at and after the proposed fundraiser. Our short term success will be monitored by
conducting a survey. A likert-like scale will be used so that we can quantify results later. Scores
of 1 will represent unsatisfied with the proposed event, while scores of 5 will represent very
satisfied with the event.

Fixing the Search Results​2

Allied Consulting will make sure when individuals

look up Bright Horizon Health and click the website
button, they are directed to the actual website. We will
measure the success of this by making sure when you
click the website, viewers see the right page.

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​When viewers click the website button highlighted in the picture, they will be directed to Bright Horizon
Health’s homepage.

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Staffing:

Maya Loeb

Team role: C​ ontract Writer &

Customer Relations
Responsibilities: ​Writing and editing
project proposal
Major: M​ arketing (Retail Studies
Minor)
Work Experience: R ​ etail Sales
Intern at Hint Water, Director at
Skyhawks Sports Academy

Penn Cooper

Team role: P​ roject Manager & Team

Coordinator
Responsibilities: ​Manage team
progress, drafting project rationale
​ anagement (German
Major: M
Minor)
Work Experience: B ​ artender, SCU
Beach and Surf Club Co-Founder,
SCU Surfrider Chapter Co-President

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 Miguel Fernanda

Team role: M​ arketing Deliverables

Coordinator
Responsibilities: ​Designing
brochures, firm’s business cards, and
proposal. Writing project proposal
and managing deliverables, and its
implementation.
Major: M​ arketing (Retail Studies
Minor)
Work Experience: M ​ arketing Intern
at Hewlett Packard Indonesia, Retail
Intern at MBIZ Indonesia.

Tori Alper

Team role: G​ raphic Designer &

Non-Profit Liaison
Responsibilities: ​Brochure and
powerpoint design, Allied
Consulting logo
​ inance (Retail Studies
Major: F
Minor)
Work Experience: B ​ usiness
Operations Intern at Pappas Family
Farms, Research Analyst at UCLA
Health

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 Alex Asaturian

Team role: C ​ ost & Financial Analyst

Responsibilities: ​Evaluate the cost
and risk associated with various
business decisions
Major: F​ inance (Mathematics
Minor)
Work Experience: F ​ inancial Analyst
Intern at Calstar Enterprises Inc.,
Marketing Analyst Intern at NSLS,
Project Manager at Get Virtual Co.

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Implications:
Takeaways

Overall, Allied Consulting executed a fundraising campaign to aid Bright Horizon Health in
achieving their goal of providing support, food, and shelter to their patients and their families. As
a group, working with Bright Horizon Health was an eye opening experience as we learned about
issues in the healthcare field that we did not know of before. We had a valuable opportunity of
using our knowledge from this class and others to critically think to help solve a real world issue.

While we worked hard to deliver our project, there is still work to be done in the future.
Evaluating the effectiveness of our brochure and digital slide deck to increase donations can only
be told with time. Further, with a new surge of Covid-19 the proposed golf tournament is on
hold, so we will not be able to know if it was a success until after the pandemic dies down. In
addition, Google told us Bright Horizon Health would have to contact them directly to fix the
search results. We are all interested to see what aspects of these projects were a success and
which parts need to be modified in order to attract the most donations.

Assessment of Outcomes

Brochure and Digital Slide Deck

When assessing the success of the brochure and digital

slide deck we created, we sent Mr. Bashian and the rest
of his team a survey to evaluate their satisfaction. A
score of 1 meant the client was unsatisfied, while a
score of 5 meant he was satisfied. Based on the
categories of informative, visually appealing, and
engaging, we found our client was overall very satisfied
with our work.

Golf Tournament Outline

Again based on the survey results our client was very satisfied with the golf tournament event we
proposed. We thoroughly provided an outline for an event that can be held when the pandemic is
over to gain more donors and increase donations.

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Fixing Search Results

Allied Consulting was not able to execute this goal. We did all the right steps to fix the website
link on the Google results page, however, Google told us the company needed to contact them
directly to make this change and not a third party. We hope Bright Horizon Health does this so
individuals can be directed to the correct website on the Google results page.

Moving Forward

Looking to the future, Bright Horizon Health now has more resources and ideas to gain new
donors and increase donations. The brochure and digital slide deck are valuable in increasing
awareness about Bright Horizon Health. The digital slide deck is especially helpful with the
pandemic as it allows Bright Horizon Health to email all the information to individuals interested
in donating. The proposed fundraiser event is a realistic idea that can be put on when Covid-19
cases decrease. With these ideas, Bright Horizon Health now has new and more effective ways to
fundraise.

Limitations:
Limitations (obstacles, challenges, shortcomings, etc.)

Allied Consulting faced several challenges throughout this process. Implementing successful
deliverables that fit Bright Horizon Health’s criteria involved a lot of communication, hard work,
and flexibility. However, the communication between both parties allowed us to produce our
best work for Bright Horizon Health.

One of the biggest challenges in this process was communicating with Google to fix the search
results. Since we are a third party consulting group we did not get permission from Google to
make this change. Although we stated Bright Horizon Health is our client, we were told that we
could not make the change and the company would have to connect with Google to do so.
Another obstacle we faced was the fact that for several members of our team, this project was the
first time they had worked with a nonprofit organization. As a result, we had to quickly
understand how to work with a client and communicate effectively with them.

The final obstacle we encountered was communicating with Fresno area golf clubs and their
respective managers. Many were difficult to reach and upon reaching them, gave estimates that
were outside our affordable budget. Cooperating with these managers and deriving reasonable
costs was an obstacle we had to overcome by using our marketing skills.

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Recommendations & Next Steps:
This was Bright Horizon Health’s first time working with a consulting group. With the great
experience they had, further help is something they now would welcome. We would recommend
the possibility of future groups in this course to work with Bright Horizon Health. A partnership
between Bright Horizon Health and SCU can be set up where they can recruit students to help.
Allied Consulting had more ideas to help Bright Horizon Health like updating their website, but
with such a limited time period, we could not implement these other ideas.

We believe Bright Horizon Health is now well equipped with multiple resources to increase
donations. If any information changes that is in the brochure or digital slide deck Bright Horizon
Health has access to edit these deliverables and continue using them. Additionally, our client has
all the information they need to host the golf tournament once we are out of the pandemic. We
hope this tournament can become an annual event to ensure Bright Horizon Health has enough
funds.

We encourage Bright Horizon Health to implement the brochure and digital slide deck as soon as
possible. This will help them be able to communicate essential information to potential donors.
Once these deliverables are incorporated it will be important to monitor how helpful they are
being to increase donations. Finally, we urge Bright Horizon Health to contact Google to change
the search results, so that when an individual clicks on their website they are directed to the
correct page and can seek any information they need.

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Appendices:
Appendix A: Team Resumes
Appendix B: Team Logo
Appendix C: Client Contract
Appendix D: Brochure
Appendix E: Digital Slide Deck
Appendix F: Golf Tournament Outline
Appendix G: References

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Appendix A: Team Resumes

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Appendix B: Team Logo

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Appendix C: Client Contract

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Appendix D: Brochure

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Appendix E: Digital Slide Deck

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Appendix F: Golf Tournament Fundraiser Estimates

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Appendix G: References

References

A. (2020, May 14). How Much Does Assisted Living Cost?: Where You Live Matters.
https://www.whereyoulivematters.org/how-much-does-assisted-living-cost/

Fay, M. (2019, April 02). End-of-life Options - Hospice Costs & Who Pays for Care.
https://www.debt.org/medical/hospice-costs/

https://brighthorizonhealth.org/the-foundation/

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