Alamance Pride

PROPOSAL
KALEIDOSCOPE COMMUNICATIONS
Meet Our Elizabeth Driggers Megan Gillogly

TEAM

Erin Shugar Lindsay Sullivan

 THE AGENDA
1 2 3
STATEMENT OUR THE
OF PURPOSE RESEARCH CAMPAIGN

4 5
BUDGET RECAP
BREAKDOWN AND QUESTIONS
 THE CHALLENGE
Alamance Pride needs to increase its brand awareness,
generate new revenue sources, and create a sustainable
pipeline of volunteers to become a valued and prominent
part of Alamance County. The hostile, local political
climate poses a challenge to the organization in its efforts
to provide a supportive space for all community members,
especially those who identify as LGBTQ+.
 OUR TASK
Using the findings from our primary and secondary research,
we created a strategic campaign in which we recommend
strategies for increasing Alamance Pride's brand awareness
and raising funds among community allies.
 SECONDARY RESEARCH
Reading, analyzing, and
synthesizing previous research

Our
and literature

RESEARCH PRIMARY RESEARCH

Initial interview with Ken;
Focus group with three
Alamance Pride
Board members
SECONDARY RESEARCH FINDING #1

Young LGBTQ+ individuals search for community in

small, rural areas.

Size and character of a community has a large impact on how LGBTQ+

youth find community and form their identity.

LGBTQ+ safe spaces (coffee shops, restaurants, bars, nonprofits, etc.) allow
people to feel more comfortable with their sexual identity expression.

Rural areas are often “steeped in conservative ideology,” making it difficult

for young adults to explore their sexuality while maintaining their safety.
SECONDARY RESEARCH FINDING #2

Fundraising campaigns should place an increased focus on

donor retention strategies.

If previous donors do not feel as valued as new donors, they will be

unlikely to donate again.

Communication with donors should be authentic in nature, as

authenticity helps to build trust between an organization and it’s publics.

When someone has had a positive previous experience with an

organization, they are more likely to donate to that organization in the
future; this is particularly true for volunteers-turned-donors.
PRIMARY RESEARCH FINDING #1

Alamance Pride lacks sustainable methods for idea

implementation.

Alamance Pride's primary volunteers are the board members, meaning it

can be difficult to find the time to dedicate to tasks like social media,
website, or newsletter updating.

Our suggestions and recommendations need to consider who will be

implementing and updating them.
 PRIMARY RESEARCH FINDING #2

The political climate of Alamance County is not amicable

towards LGBTQ+ organizations.

Considering that Alamance County is largely conservative, there are

concerns about safety and backlash from those who hold negative views
about those in the LGBTQ+ community.

While Alamance Pride is striving to gain more visibility throughout

Alamance County, the political climate has made it difficult to do so.
 KeyTAKEAWAYS
AWARENESS & To attract donors to Alamance Pride, a primary focus must be
VISIBILITY placed on raising awareness and building trust of the organization.

FUNDRAISING To create a sustainable and long-lasting donor base, an increased

focus in fundraising efforts must be placed on implementing a
EFFORTS donor retention strategy.

RESOURCE Due to the current lack of human resources within Alamance Pride,
MANAGEMENT all proposed tactics must be easily managed and sustainable.
Buyer
PERSONA
Demographics
Female, 48 years old, Elon resident, LGBTQ+ ally,
College educated, left-leaning political agenda,
90k/year income

Motivations
Wants to create a more progressive community and
has children in the public school system.

Frustrations
Financial boundaries faced by Alamance County
and a lack of community.

Preferred Communications Channels

Facebook and Instagram.

Gains from Alamance Pride

Support for her children and a more progressive
Photos by Unsplash Eleanor Johnson community.
THE BIG
REVEAL
#TheTieThatBinds
MANIFESTO
Community is the tie that binds Alamance County together.

Alamance County deserves a space where open conversations

are encouraged and everyone’s stories are shared. Alamance
Pride believes in extending an invitation to everyone, regardless
of their background or beliefs.

#TheTieThatBinds is welcoming and inclusive to all, celebrating

the diversity of this community. Southern hospitality means that
everyone gets a seat at the table. Welcoming people with open
arms and sharing food are two core southern values that
Alamance Pride strives to embody. Sitting around a table and
sharing a meal is more than just an evening tradition – it builds
connections and creates a sense of community.

The best way to learn about others different from yourself is by

speaking to them— hearing their stories, learning their truths,
and understanding their values. Despite various differences, we
are a community, bound together as one.
Photo from Unsplash

Kindness. Generosity. Acceptance. Alamance Pride.

 Brand Awareness
TACTIC 1:
ANNUAL DINNER PARTY
Photos from Unsplash and Pexels
TheLOGISTICS
What is it?
A dinner party, hosted in partnership with
Elon Dining, Harvest Table Culinary, and Loy Farm.

Where is it?
Loy Farm at Elon University.

Who is invited?
30 prominent members of Alamance County and
the Alamance Pride Board members.

What food will be served?

A four-to-five course meal, planned and prepared by
Elon Dining's Director of Culinary Development,
Jonathon Burns

Will there be more than just eating?

© Elon Dining 2022, from @elondining on Instagram Yes! Guests will play an original card game in order
to spark meaningful conversations.
Invitation
MOCKUP
Sample
MENU
Conversation
GAME CARDS
 Choose the date and submit the
proposal.
Submit the pre-written proposal to
Harvest Table Culinary's District Manager, Laura Thompson

What does
via email at Thompson-laura@harvesttableculinary.com.

Select your vendors.

ALAMANCE
Review the provided list of vendors and book your favorites.

Order the conversation game cards.

PRIDE Upload and order the pre-designed game cards to

need to do?
MakePlayingCards.com.

Order the invitations.

Upload and order the pre-designed invitation and RSVP
card to VistaPrint and order your desired amount, along
with stamps and envelopes.

Send the invitations.

Review the list of potential guests and send the invitations.
 Brand Awareness
TACTIC 2:
COMMUNITY COOKBOOK
 What is it?

TheLOGISTICS
A cookbook featuring special recipes shared by
Alamance County community members.

What is the purpose?

To demonstrate Alamance Pride's role in connecting
people in Alamance County and to generate revenue.

Who will participate?

Anyone in Alamance County that supports Alamance
Pride and can share a specific recipe and story.

Who will create it?

We recommend that Lulu Printing handle this piece as
they are LGBTQ+ friendly, located in the Research Triangle
area, and have a lot of experience printing cookbooks.

How will you sell it?

Photo by RDNE Stock project
We recommend that you advertise the cookbook on social
media and sell the cookbook — priced at approximately $35
— at the dinner party and at the Pride festival.
Cookbook
MOCKUP
 Collect the recipes.
Use social media posts, flyers and a designated email to
send out to volunteers and community members to collect
the recipes. Reach out to LGBTQ+ friendly businesses as well.

What does
Format the cookbook.
Upload the community recipes, stories, and photos to the
template in Canva or work directly with Lulu printing to

ALAMANCE
design the cookbook.

Order the cookbook.

PRIDE
Partner with Lulu Printing to order the cookbooks in bulk to
sell at pride festival, during restaurant nights, and hand out

need to do?
during the dinner party.

Advertise the cookbook.

Use social media posts and flyers to advertise the completed
cookbook. Place them around Alamance County and send it
out to community members and small businesses.

Sell the cookbook.

Sell the cookbook at Meet & Eat gatherings, the Pride
Festival, and on social media.
Recipe
COLLECTION
 Guaranteed LGBTQ+ Friendly
Alamance Pride volunteers
Elon Community Church
Alamance Cares
Elon University GLC
Mebane NC Pride
Storied Church
Burlington Beer Works

Possible
Oak House Coffee
Press Coffee & Crepes
Persnickety Books

RECIPE DONORS
The Right Direction Barbershop
The Carter & Smith Group

Likely LGBTQ+ Friendly

Saxapahaw General Store
The Eddie - Saxapahaw
The Mini Dingo
Smitty's
The Root
Tangent
Haw River Honey
Freehand Market - Saxapahaw
The Gilded Bean - Gibsonville
The Blend & Co.
 Brand Awareness
TACTIC 3:
FRIENDSHIP BRACELETS
AT PRIDE FESTIVAL
TheLOGISTICS What is it?
A physical embodiment of #TheTieThatBinds campaign.

Where will they be made?

At a volunteer-run booth at the annual Pride festival.

Will they cost money to make?

There is no payment required to make the bracelets, but
volunteers should suggest that people who participate
donate to Alamance Pride via the QR code.

How will people make the bracelets?

Alamance Pride will purchase around 6 Friendship
Bracelet instruction books from Amazon. The books
will provide directions on how to make many popular
types of bracelets.
Photo by Unsplash
 What does
Buy the supplies.
Purchase the instruction books, embroidery floss, tape,

ALAMANCE
scissors, and clipboards from Amazon.com or a craft
supplies store.

PRIDE Set up the station.

need to do?
At the Pride Festival, set up the friendship bracelet making
station by spreading out the materials. Volunteer
supervision is recommended.
 Brand Awareness
TACTIC 4:
SOCIAL MEDIA REVAMP
 Facebook and Instagram
SOCIAL MEDIA STRATEGY

#THETIETHATBINDS Telling stories of the community bonds between members

CAMPAIGN of Alamance County; encourages user-generated content

Board member spotlights

Current events and social awareness
EVERYDAY Alamance Pride events and news
CONTENT Community partnerships
Community involvement
Community member testimonials
 #thetiethatbinds
INSTAGRAM POSTS

@alamancepride Meet Alana and
Missy, our first featured
#TheTieThatBinds highlight! Tag
your other half below!
Photos by Unsplash, Pexels, and Canva
@alamancepride Introducing...
Evan and Calvin! These two met
at Alamance Pride's 2019 Festival!
Were you there too?
#TheTieThatBinds
@alamancepride To kick off next
week's Meet & Eat at Burlington
Beer Works, let's shoutout best
friends James and Scott, who
met at an Alamance Pride event
in 2019! #TheTieThatBinds
Everyday
INSTAGRAM POSTS
 Hire a student intern.
We recommend you hire an intern from Elon University's
School of Communications to assist in managing Alamance
Pride's online presence. We recommend that Alamance
Pride purchases Canva Premium for making content.

What does
ALAMANCE
Convert goals into strategies.
Considering Alamance Pride's largest goals, alongside our
recommended content buckets, have your intern begin
creating content and posting regularly.

PRIDE Engage with other users.

need to do?
On social media, particularly Instagram, engagement is a
two-way street. Like and comment on the accounts-you-
follow's content, especially when it is related to Pride or
Alamance County.

Keep the content flowing.

Content buckets provide structure to your platforms, but
will only succeed if content is being posted regularly across
all "buckets."
 Brand Awareness
TACTIC 5:
WEBSITE REDESIGN
 Website Redesign
STRATEGY

HIRE WEBSITE Hire a professional website designer to create a

functional, yet stylish website that embodies the
DESIGNER Alamance Pride brand.
Website
MOCKUP
 Hire a professional website designer.
We recommend using part of your budget to commission a

What does
website designer. To give he/she some direction, we have
created a functioning Weebly website as a mock-up as to
what your new website could look like at a baseline.

ALAMANCE Utilize your intern.

PRIDE
Websites require a bit of occasional upkeep. We recommend
you task your intern to update the website when new

need to do?
information needs to be posted or old information expires.

Update contact information.

Using social media, update your community with the news
of a new website. You want to ensure people are aware of
the domain change.
Fundraising
TACTIC 1:
QR CODE
TheLOGISTICS What is it?
A QR code that links directly to Alamance Pride's
PayPal account.

Where will it be placed?

Social Media, Meet & Eat Flyers, and signage at
#TheTieThatBinds Dinner Party.

Will it need to be updated?

Only if you decide to change your PayPal account
name or the method by which you would like to
accept donations!
 What does
ALAMANCE
Download the .png file.
Download the .png file in the Kaleidoscope
Communications "Leave Behind" titled "Donation QR code."

PRIDE Add the file to any design.

need to do?
Upload the file to Canva, or another graphic design
platform. Then, place the QR code anywhere in the design.
 Fundraising
TACTIC 2:
REVIVING PROFIT SHARES
 TheLOGISTICS What is it?
A monthly event hosted in partnership with restaurants
in the community where a set percentage of proceeds
go towards Alamance Pride.

Where is it?
Anywhere! To help select locations, we have compiled a
list of LGBTQ+ friendly restaurants.

Who is invited?
The entire community — the more participants, the more
profit for both the restaurant and Alamance Pride!

What food will be served?

Attendees will order and purchase their own food and
Photo by Unsplash drinks via the event partner's menu.
Recommended
PARTNERS
Meet FLYERS
& Eat
 Choose restaurants.
We have provided a list or restaurants that we think would
be good options to partner with, but you will make all final
decisions on who to contact.

What does
ALAMANCE
Send the pre-written email.
Using our pre-written email and media list, reach out to the
desired restaurants.

PRIDE Discuss the technicalities.

Once a restaurant agrees to the partnership, discuss the

need to do?
date, time, percentage to be donated to Alamance Pride,
and other details.

Advertise the event.

Using the mock-up fliers we created as examples, use
Canva to create fliers to post on social media.
 $4,673.80
#TheTieThatBinds Dinner Party

$2,000
Community Cookbook

Budget
BREAKDOWN
$165.90
Friendship Bracelets

$1,119.99
Communication Intern

$2,000
Professional Website Designer

$9,959.69
Total Spent
 CAMPAIGN TIMELINE
ORDER
COLLECT RECIPES FRIENDSHIP
HIRE FOR COMMUNITY START BRACELET PRIDE
INTERN COOKBOOK MEET & EATS MATERIALS FESTIVAL

START SOCIAL START ORDER ADVERTISE AND HOST

MEDIA AND PLANNING COOKBOOK SELL COOKBOOK DINNER PARTY
WEBSITE REVAMP; DINNER
INTRODUCE PARTY; SUBMIT
QR CODE PROPOSAL
#thetiethatbinds
PITCH RECAP

#TheTieThatBinds Dinner Party

Community Cookbook
BRAND Friendship Bracelets at Pride Festival
AWARENESS Social Media Revamp
Website Redesign

Donation QR Code
FUNDRAISING Revive "Meet & Eat" Profit Shares
 In designing our campaign, we carefully
considered your wants, needs, and fears.

We understand the Alamance Community and

strategized for small-town success.

Thorough yet flexible, our campaign ideas can

be utilized to suit Alamance Pride's needs.

Kaleidoscope We have provided you with the materials

C O M M U N I C A T I O N S needed to turn our campaign into reality.
THANK
YOU FOR
LISTENING.
We welcome any questions!