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Marketing proposal for PEERS program. Student Project
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MARKETING TOOLKIT
Submitted by:
PEERS Marketing Team Valerie Bagnol, Karla Leon, Janet Molina,
Jacqueline Perez, Christina Tam, Jessica Tovar
June 9, 2010
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Table of Contents Page
I. Slogan and Message ………………………………………..…
II. Marketing Strategy
a. Website ………………………….……………….….
b. Social Media (Facebook and Twitter)………….……...…
c. Noontime Networking Event………………………….….
d. Potential Partners ……………………………….…….
e. Radio PSA………………………………………….…….
III. Marketing Connections
a. Taproot Foundation ………………………………...
b. Additional Organizations………………………………....
IV. Appendix
a. Website Resources ……………………………………….
b. Sample website and Facebook Page ……………………..
c. Noontime Networking List of Businesses to Invite ……..
d. Noontime Networking Solicitation Letter ……………….
e. Noontime Networking Event Evaluations ……………….
f. Potential Partners ………………………………………...
g. PSA Announcements …………………………………….
V. References ……………………………………………………..
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I. Slogan and Message
PEERS Slogan
Partner with PEERS.
Build your business.
Transform your community.
Message:
PEERS program saves employers money and helps individuals achieve economic self-reliance to
attain a sense of self-worth as working citizens of our society.
Key Points:
PEERS helps Fellows become independent and self-sufficient.
Companies who hire PEERS Fellows save a year‟s worth of salary and benefits.
PEERS works closely with placement sites in order to provide education, support, and
guidance during the fellowship.
The slogan and message are directed towards employers in order to sustain the PEERS
program and to attain new business partners. The verbiage utilized is strategically chosen to
attract the eye of a busy individual focused on building their business and maximizing their
profit. As such, focus is placed on the costs that they will save and the economic contributions in
which the fellow provides. Additionally, it is important to humanize PEERS Fellows and
recognize the assets that they will bring to the employer. Thus, independence, self-reliance,
support and guidance are also mentioned. Through the message, slogan, and key points, we hope
employers will realize that they can financially benefit from partnering with PEERS while giving
back to the community. As a whole, society will also benefit from this program.
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II. Marketing Strategy
Website
In the 21st century today, people and communities are increasingly utilizing digital media as a
source of communication. As of May 2010, according to the World Development Indicators
75.9% of the U.S. population uses the internet. Youth are
learning how to use electronics from a young age and older
adults find it important to teach themselves how to use the
internet. Small businesses and employers are also taking
advantage of this reality in order to market their products.
Key benefits to having a website:
Improve Credibility and Value
A website gives you the opportunity to share with everyone, including potential business
partners, the benefits of the program and why you deserve their trust and confidence. By
offering convenience, a point of reference, and an individualized touch (i.e., pictures of
Fellows), you can add value by providing a higher level of satisfaction.
Offer Convenience
It is far more convenient to look for information on PEERS on the Internet than it is to
get in a car, drive somewhere, and look for someone to help you. The potential business
partner can look you up from anywhere at any time, in the privacy and comfort of their
own office.
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24/7/365
Business owners and partners can access information on PEERS anytime that is most
convenient for them!
Affordable and Flexible
The internet is very different than print advertisement in that the space is cheap, it can be
accessible for a longer period of time, the content can be changed easily, and you can
potentially reach a wider audience.
Diversify Revenue Streams
A website is not just a medium for representing PEERS, but it is a form of media from
which anyone can acquire information. You can use this media to sell advertising space
to other businesses or have business partners advertise on your website. This is an
additional incentive for a business to partner with PEERS.
Standardize Message and Slogan
When deciding on a message and slogan that works for PEERS, you can produce the
ultimate pitch and use it on your website. Therefore, you can use it on everyone.
Growth Opportunity
An ongoing and stable space gives potential business partners the opportunity to have a
reliable place to look for information in the future.
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Creating a Website
1. Decide on a Domain Name:
A domain name is your address on the web. It's the information that customers type in to
find your website. A domain name can be any combination of letters and/or numbers up to 63
characters. It is important to keep it short and simple, but it should also reflect the organization.
To obtain a domain name, you must register the web address with a „registrar‟ company
(Domain name companies like Act Now Domains are called registrars.) A list of registrar
companies and prices are provided in Appendix A.
PEERS.ORG is not available. As such, PEERS may want to use:
www.peersfellowship.org. This is currently an available domain name.
2. Choose a Web Host:
A web host stores the web site you create on their servers and transmits it to the internet so
that when someone types in your domain name, your web site appears. A list of web host
companies is provided in Appendix A. A few points on the different plans companies offer: 1.
In terms of space- 10 mb is plenty for most first web sites. If you want to be sure, then choose a
plan around 50 mb amount of space. 2. There are various offers such as “PHP and MySQL”. If
you don't know what those things are you don't need them.
3. Design the Website:
To build a website yourself you need web building software. There are two ways you can
get this software: 1. Free from your web host. Some web hosts provide a web site builder that
includes free hosting and email. 2. From an outside vendor. There are different website
software programs that you can buy and use to build a website yourself. A list of vendors is
provided on Appendix A.
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Once a website is developed and PEERS makes use of the benefits, it is important to maximize
the efficiency of this strategy. According to Forbes, below are some key points to having an
efficient website:
1. Who and What:
Just like declaring a thesis in a term paper, a website has to scream the basics to its
audience. Don't leave people guessing: Use the PEERS slogan and message to promote
what PEERS has to offer at the front and center.
2. Front-and-Center Contact Info:
Make sure PEERS contact information (address, phone number, even a link to a Google
map, for example) is conspicuous and ubiquitous throughout the site. At the very least,
put the phone number at the bottom of each page.
3. The Drum Beat:
Quickly highlight two or three most salient features using PEERS‟ key points and
hammer those themes throughout the site.
4. Freshness:
Fresh content drives traffic two ways: It gets the attention of the website and it keeps
people coming back for more. Keep content updated as much as possible.
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EXODUS Transitional Community has a successful website that utilizes the aforementioned
suggestions. It provides the opportunity to personalize the story of a PEERS fellow while having
designated areas for partners, donations, and how to get involved. (See Appendix B)
Social Media (Facebook and Twitter)
It is clear that social media is being largely utilized by businesses for marketing purposes.
PEERS can take advantage of this new trend by tapping into this strategy and connecting with
small business owners through the means that are most utilized. Facebook is a global social
networking website that is operated and privately owned by Facebook, Inc. Twitter is a social
networking and micro-blogging service that enables its users to send and read messages known
as tweets. Tweets are text-based of up to 140 characters on the author's profile page and
delivered to the author's subscribers who are known as followers.
91% of marketers are using social media to market their business
63% of those using social media are small business owners
88% of marketers use Twitter as their social media tool
87% of marketers use Facebook as their social medial tool
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As such, PEERS can create Facebook and Twitter accounts to publicize and connect with
potential small business partners.
Facebook provides „pages‟ for businesses. Pages are for organizations, businesses, celebrities,
and bands to broadcast great information in an official, public manner to people who choose to
connect with them. Pages can be enhanced with applications that help the entity communicate
and engage with their audiences, and capture new audiences virally through friend
recommendations, News Feed stories, Facebook events, and beyond. Most major corporations or
businesses have pages such as Pizza Hut and Corner Bakery Café. PEERS can create a page and
connect with other business‟ pages. (See Appendix B for sample Facebook page)
Noontime Networking Event
The Noontime Networking event is an opportunity to invite
identified local community businesses in order to gain more
knowledge about the PEERS Fellowship program. This is
achieved through a brief presentation from staff and
testimonials from fellows and supervisors. Additionally, staff
and fellows can get employers to sign up and partner with
PEERS. Lunch and raffle prizes will be provided as incentives
for business owners to attend.
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Tips to get employers to attend the event:
Advertise in the following areas:
o Mini-presentations
o Mailings
o Radio PSA
Networking Events
Website and other social media (i.e., Facebook)
Potential Attendees
A list identified businesses in the Westwood community is included in Appendix C. This
can be replicated using LA Times to identify a neighborhood or community, and then using
Google to look up businesses.
Location
UCLA, School of Public Affairs Building. Room reservation is on a first-come, first-
serve basis. Alumni, faculty and students are able to reserve a room. Rooms 2343 and 2335
combined can accommodate up to 160 people. To reserve a room, contact Betsy, UCLA School
of Public Affairs, at (310) 825-2892.
Lunch
A donation letter is included in Appendix D in order to garner in-kind goods and
services for the event. Catering services used outside of UCLA will require a permit.
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Program
Check-in: Make a list of the people that are interested in coming to check them off. In addition,
have a blank list for any other last minute employers that show up. Estimate need for about three
people to be the check-in representatives. If it is at UCLA, we will need someone to help the
attendees park.
Parking: It costs $20 per hour to have someone in the parking lot. Call Parking Services Special
Events at (310) 825-1286. We would have to see if we want to pay for their parking. It may be
better to have it closer to the Center where parking is free.
Welcome/overview: The PEERS coordinators will introduce the program and make a general
welcome. The motivational speaker will be a DMH executive. This person will talk about the
current economic hardships and how this program can help the employers by providing to them
an intern for the entire year without making a commitment. They will comment on how much
personal growth there was on the part of the fellows. That person will introduce one of the
current PEERS fellows and their supervisor.
Fellow/supervisor testimonials: The supervisor will speak next and will demystify all the fears
that employers might have. The focus will be on the support that the program has given the
fellows. After the supervisor speaks, they will then introduce a PEERS fellow and we can hear
how they have grown as a person and what being independent has done for them. How they are
doing more than they thought they could do with the great support of the program. The PEERS
fellow will speak about their job responsibilities and their project in giving back to the
community.
How to get involved/closing: The coordinators inform the employers how they can become
involved. This information will also be in the pocket folder and white paper. There will be an
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envelope in the middle of the table where employers can leave their donations. Current PEERS
fellows will go around the tables to ensure that employers sign up to get involved.
Evaluations: Event evaluations will be administered to assess the utility of the program.
(Included in the Appendix E)
Follow-Up
Send Thank You postcard to attendees with a reminder on how to get involved with the PEERS
Fellowship.
Materials
Pocket folder, white paper, some blank paper and a pen for notes.
Inside the folder will be the agenda of the event breakdown.
The event evaluation will be inside the folder so attendees can fill it out as they are
leaving.
In addition to the free lunch, we will have a raffle in which attendees can participate
for certain items. A roll of tickets will be needed. We will also need to see if current
partners are able to donate gift cards or other items for the raffle.
It is important to give the PEERS Fellows a clipboard and paper to sign up employers.
Estimated price for these supplies is $600, unless donated.
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Potential Partners
A great source for meeting new and potential employers is to connect with socially-
conscious organizations that are unaware that PEERS exists. Connecting with organizations in
the community provides a partnership that may be guaranteed, but the key is to make that initial
connection. Listed below are potential partners and the organizations‟ requirements:
Housing Corporation of America
6265 Variel Avenue
Woodland Hills, CA 91367
Contact: Corey Heimlick
(818) 789-5550
Sent email through website for first contact.
http://www.housingcorpofamerica.com/
Requirements to become a partner:
Housing Corporation of America is open to partner with anyone, however, because they have
social services which work closely with children, Mr. Heimlick states that the organization must
first consider the potential partner‟s goals and overall mission to see if it fits with their own
goals.
The process to become a partner is for Corey Heimlick to find out more about the agency and
about the people (PEERS Fellows) who participate in the agency. Once he has this information,
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he will see if both agencies are a match. If they do have some connections, they start from there.
Mary Wallace contacted Corey on Monday, May 24, 2010, to give him more specific
information on the PEERS Program.
Requirements for a potential employer:
Mr. Heimlick indicated that he may consider PEERS Fellows for a job placement at one of the
40 sites that Housing Corporation has, depending on the fellow‟s misdemeanor. He is very open
to help PEERS in any way that he can and was open to learn about PEERS and what they have
offer. He also provided another contact: Paving the Way. This is another reentry program as
well (http://pavingthewayfd.com/weed_and_seed_program). The contact for Paving the Way is
Janie Hodge at (661) 940-9012.
Rebuilding Together Los Angeles (Greater)
Rebuilding Together Greater Los Angeles
P.O. Box 72216
Los Angeles, CA 90002
Contact: Christina McKay
(310) 645-6500
http://rtgla.org/
Requirements to become a partner:
Partnership and involvement within their organization can take many forms, from a general
weekend volunteer, committee member, board member, project leader, product supplier (in-kind
donations), funding sponsor, etc. Each "position" requires different time commitments and
responsibilities.
Other agencies to contact for potential partnerships are included in the Appendix F.
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Public Service Announcement
A public service announcement (PSA) is an advertisement broadcast on radio or television
generated for the public interest. PSAs are intended to shape public attitudes by raising
awareness about specific issues. For PEERS, a radio PSA is an efficient and cost-effective
means of reaching out to the community and enlisting the support of business owners across Los
Angeles County.
Radio is the most reliable way to reach someone in Los Angeles on any given day:
More people hear the radio each day (77.2%) than log onto the internet at work or at
home combined.
About 9 out of 10 working people in Los Angeles listen to the radio out of home between
5AM and 8PM.
Translated, 94.9% of working adults between the ages of 25-54 are exposed to the
radio per week.
On the average, the same population is exposed to the radio about 2 hours and 45
minutes per day.
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Target audience:
There is high likelihood that business owners and managers are part of the 94.9% of
working adults.
What do business owners listen to, and what kind of audience is more likely to empathize
with PEERS‟ mission statement and cause?
Progressive radio stations and networks that air business news
The following stations will provide a service to the community via airing pre-recorded PSAs or
reading scripts submitted by 501(c)3 non-profit organizations at no charge:
KPFK 90.7 FM
KTLK 1150 AM
KFWB 980 AM
KCRW 89.9 FM
*Please refer to Appendix G for PSA scripts, submission guidelines and forms.
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III. Marketing Connections
Taproot Foundation
Taproot foundation is the largest non-profit consulting firm in the country. Taproot
Foundation‟s goal is based on providing pro-bono help to help non-profits accomplish their
missions and granting maximum aid to the community. Applying for a grant can assist the
PEERS program in accessing professional services such as pro-bono marketing, human
resources, information technology, and management consulting.
Basic Eligibility Requirements for a Service Grant:
1. Organization must be classified as a 501(c)(3) public charity.
2. Mission must fit social services criteria as follows:
Organizations that provide social services to those who suffer hardship or who
have been unable to participate fully in the social and economic life of the
community.
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Services usually target children and families, employment and training, the
elderly, immigrants, the disabled, housing and homelessness, and foster and
adoption services.
3. Minimal Internal Resources:
At least three (3) full-time employees
Budget of at least $350,000
Be headquartered and provide direct benefits primarily in the service area of Los
Angeles: Downtown Los Angeles, West Hollywood, West Los Angeles, South
LA, Commerce/South Gate, and Santa Monica/Venice Beach (check back in each
grant round for expanded geographic coverage)
4. Written policies of not discriminating against gender, age, sexual orientation, gender
identity, or gender expression.
5. Have a strategic plan if applying for the Key Messages and Brand Strategy, Naming &
Visual Identity, Visual Identity & Brand Strategy, Performance Management, or Strategic
Scorecard grants.
6. Funding cannot be used for religious purposes.
7. Strategic plan is required for the Key Message and Brand Strategy.
Application Process
Application Deadlines:
September 1
December 1
March 1
June 1
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1. Select service grant:
Leadership Development & Strategic HR Practice
Strategy Management Practice
Marketing Practice
Information Technology Practice
2. Review specific requirements of selected grant:
The service grant catalog provides detailed requirements of each service grant and
which one is best suited for PEERS.
Example:
Marketing Practice Service Grant Requirements:
1. Clear key message and clear audience you want to target.
2. A clear brand identity.
3. Organization‟s needs that can be met with a 10-15 page professional-quality, static
HTML website.
4. Staff that provides some website technical capabilities and can devote the necessary
time to make the project succeed:
Executive Director: 10-15 hours total
Day-to-Day Contact: 3-5 hours each week
Collaborator for our Writer: 20-30 hours total
Technical Contact: 10-15 hours total
Marketing Service Grant Benefits:
Advertises PEERS program
Provides information to potential employers and clients
Promotes program benefits to possible partners, donors, and
employers
Online recruitment
* Estimated value of Marketing Practice Service Grant $50,000
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3. Apply Online
Create an account by providing your contact information and your organization's
IRS-issued Employer Identification Number (EIN) or fiscal sponsor.
Begin application by providing following information:
Section 1: Mission, program descriptions, and key facts
Section 2: Specific questions about your grant need (download the questions in advance)
Section 3: Key contacts at your organization
Section 4: Finances, budget and funding information
Section 5: Diversity of staff/board/constituents and environmental policy
Save your application: Drafts can be saved to return to at a later date.
Interview and Consultation
Qualified applicants will participate in an in-person interview discussing:
organizations mission, strategies, programs, finances, need for services, and
readiness to receive grant.
Taproot staff will provide consultation and feedback during interview process.
4. Letter of Intent and Site Visit
Based on application and interview, Taproot will provide an intent to award a
service grant letter.
A Taproot Volunteer team leader (Account Director) will visit site, collect details,
and decide on when to begin service grant project.
Questions about specific requirements can be made to:
Dmitry Kogan
213.625.7701
1000 North Alameda Street, Suite 224
Los Angeles, CA 90012
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Additional Marketing Connections
1. Los Angeles Area Chamber of Commerce
Monika Medina: Senior Interactive Marketing Manager
350 S. Bixel St., Los Angeles, CA 90017
213.580.7516
Fax: 213.580.7511
www.lachamber.com
Chamber offers paid advertising to members only.
UCLA is a current member.
Chamber site offers publications through Chamber Voice, LA Business This
Week, Los Angeles Business, and on lachamber.com.
Attached are the Advertisement Requirements and costs.
2. VolunteerMatch.org
Advertising site promoting current community service organizations.
Requirement: Organizations with 501(c)3 tax-exempt status.
Website provides procedures to become enlisted.
3. UCLA ANDERSON SCHOOL OF MANAGEMENT
Alumni Relations: 310.825.9448
Events: 310.206.7278
Marketing and Communciations: 310.825.1348
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APPENDIX A:
Website Resources
List of Domain Registrar Companies
TheComRegistry $19.95/year
Network Solutions $35.00/year
Register.com $35.00/year
List of Web Host Companies
* These companies also provide free or unlimited domain names
Act Now Domains $12.75/ year
http://www.actnowdomains.com/
This is a tutorial for creating a website using this Registrar. It provides web page
samples and is very user friendly! http://www.4creatingawebsite.com/site-tutorial.pdf
Immotion $5.95/month
http://www.inmotionhosting.com/
ipage $3.50/month
http://www.ipage.com/ipage/index.html
JustHost $3.45/month
http://www.justhost.com/
webhostingpad $1.99/month
http://www.webhostingpad.com/
webhostinghug $4.95/month
http://www.webhostinghub.com/
IPower
http://www.ipower.com/ipower/index.bml
List of Website Software Programs
Web Easy Professional
WebPlus
Intuit Website Creator
Web Studio
http://www.4creatingawebsite.com/build_web_site.htm
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APPENDIX B:
Sample Website and Facebook Page
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http://www.facebook.com/?ref=home#!/group.php?gid=126250987395114
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APPENDIX C:
List of Businesses to Invite to Event
Company Phone Number Address Website
Westwood Flower Garden
310-208-4000 1073 Glendon Ave.
Westwood Arcade 310-443-4316 10965 Weyburn Ave.
Ultramodern Cybercafe 310-481-2284 1085 Gayley Ave.
Papillon Flowers 310-208-6868 1133 Westwood Blvd.
Office Depot 310-209-6248 1027 Westwood Blvd.
Games of Westwood 310-824-1128 10906 Le Conte Ave.
Cosmo Games 310-209-1387 1122 Westwood Blvd.
Ballon Celebrations (310) 208-1180 1059 Gayley Ave.
Mann Bruin 310-208-8998 948 Broxton Ave.
Majestic Crest 310-474-7866 1262 Westwood Blvd.
Landmark Regent 310-208-3259 1045 Broxton Ave.
AMC Avco Center 310-475-0711 10840 Wilshire Blvd.
Tummy's of Westwood 310-824-4114 970 Gayley Ave.
In n' Out 800-786-1000 922 Gayley Ave.
Hollywood Fries 310-443-7776 920 Broxton Ave
Piccomolo Gelato 310-443-2040 1146 Westwood Blvd.
Penguin's 310-443-3340 10942 Weyburn Ave.
Haagen-Dazz 310-208-0770 10878 Kinross Ave.
Baskin Robbins 310-208-8048 10916 Kinross Ave
Stan's Donuts 310-208-8660 10948 Weyburn Ave.
Rocky Mountain Chocolate Factory
310-824-5601 927 Broxton Ave.
Mrs. Fields 310-208-0096 907 Westwood Blvd
Le Pain Quitidien 310-824-7900 1055 Broxton Avenue
Diddy Riese Cookies 310-208-0448 926 Broxton Ave.
Candy Castle 310-208-0293 945 Westwood Blvd.
Café Elysee 310-208-6505 1099 Gayley Ave.
Scrubs Unlimited 310-208-7669 10930 Weyburn Ave.
Footnotes 310-209-1985 919 Westwood Blvd
DSW Shoes 310-824-1454 1145 S. Gayley Ave.
Subway (310) 208-7774 1151 Westwood Blvd.
Borders 310.475.3444 1360 Westwood Blvd
Coffee Bean and Tea Leaf
(310) 470-4226 1500 Westwood Blvd
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Starbucks Coffee (310) 209-1626 10955 Weyburn Ave. www.starbucks.com
Ramayani Westwood (310) 477-3315 1777 Westwood Blvd. www.ramayani.com
Domino's Pizza (310) 824-5000 1371 Westwood Blvd. www.dominos.com
Acapulco Mexican Restaurant
(310) 208-3884 1109 Glendon Ave
Fatburger (310) 208-4300 10955 Kinross Avenue
Whole Foods 310-824-0858 1050 Gayley Ave
Trader Joe's (310) 824-1495 1000 Glendon Ave
Petes Coffee (310) 954-8558 1854 Westwood Blvd
Ralph's 310-824-5994 10861 Le Conte Ave
Smile Shin Maintenance (310) 445-0961 1333 Westwood Boulevard
http://www.smileshin.com
Bristol Farms (310) 481-0100 1515 Westwood Boulevard
www.bristolfarms.com
El Pollo Loco 310-824-7776 1081 Gayley www.elpolloloco.com
Corner Bakery Café (310) 824-1314 1019 Westwood Boulevard
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APPENDIX D:
Solicitation Letter
RE: Harbor UCLA Medical Foundation, Inc.
Peer Employment, Educational, and Recovery Support (PEERS) Fellowship Program
Dear Supporter:
On behalf of the Harbor UCLA Medical Foundation, I would like to invite and encourage your
participation as a donor to our “Noontime Networking” Luncheon event on (date) to promote
awareness for the PEERS Fellowship Program. We are seeking monetary donations and in kind
gifts, such as food items and beverages. Your establishment will be recognized as a sponsor at
our Luncheon.
The PEERS Fellowship Program was developed through the academic partnership between the
Los Angeles County Department of Mental Health and UCLA. The program focuses on
strengthening and improving the lives of women, preparing them for reintegration into the
community. By placing our fellows in agencies that are willing to partner with PEERS, we will
provide for the employee a full year of compensation, health benefits, education, and continued
support for both the fellow and the employer.
For in kind gifts, please contact (name) at (phone number) or (email). If you can provide
monetary support, please make your check payable to “(name or foundation)” and return it to:
(Event name, c/o Department, Address).
All donations are to the UCLA Medical Foundation (Tax ID: xxxxxxxxx), and will be used for
the purpose and benefit of raising awareness of our program, with hopes of increasing employer
partnerships for our fellows. If you have any questions please do not hesitate to contact me.
Thank you in advance for your consideration and support.
Sincerely,
Name
Title
Department
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APPENDIX E:
Noontime Networking
Presented by Harbor UCLA Medical Foundation, Inc.
Event Evaluation
1. Did you enjoy today‟s luncheon?
1 2 3 4 5
Very Little Very Much
2. How clearly did we present the information about the program?
1 2 3 4 5
Very Little Very Much
3. How interested are you in getting involved in the program?
1 2 3 4 5
Very Little Very Much
4. Would you recommend other employers to come to this luncheon?
1 2 3 4 5
Not at all Very Much
5. Would you recommend any changes to the luncheon?
6. Are there concerns about getting involved in this program?
7. Is there a topic you were concerned about that we did not address?
8. Was the day and time of the event appropriate? Is there a better day and time?
9. General recommendations:
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APPENDIX F:
Potential Socially-Conscious Partners
MEND (Meet Each Need with Dignity)
10641 N. San Fernando Road
Pacoima, CA 91331
Contact: Lupe Acosta
(818) 897-2443
http://www.mendpoverty.org/
Upward Bound Housing
1104 Washington Avenue
Santa Monica, CA 90403
Contact: David Snow
(310) 458-7779
http://upwardboundhouse.org/index.php
Pineda Foundation
925 Weyburn Place, Suite 131
Los Angeles, CA 90024
Contact: Victor Pineda
(310) 467-4556
http://www.pinedafoundation.org/
Hope House, Inc.
4215 N. Peck Road
El Monte, CA 91732
Contact: David Bernstein, MSW
(626) 443-1313
http://www.hopehouse.org/www.hopehouse.org/HOME.html
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APPENDIX G:
Radio PSA Submission guidelines and forms
PSAs can be submitted to the respective stations, following each station‟s unique requirements:
1. KPFK
KPFK will air PSAs that pertain to an upcoming event. In PEERS‟ case, it would be
advantageous to submit a 30-second PSA to advertise for an upcoming reverse job fair, for
example. As soon as PEERS is aware that it is sponsoring an event, the first step would be to
notify the programming department at KPFK at least four to six weeks in advance. This way,
PEERS will gain priority. Only one announcement per organization will be broadcast at any
given time, and they may run from 1-3 times for a two-week time period.
An Announcement Request may be sent to the KPFK Programming Department at (818)
985-2711 ext. 204, by email at [email protected], via fax at (818) 985-0003, or by mail: KPFK –
PSA, 3729 Cahuenga Blvd West, North Hollywood, CA 91604.
2. KTLK
KTLK is a progressive talk station that features talk shows surrounding business and investing
news. This station will air PSAs for non-profit organizations for a total of three times in a period
of one to two weeks. The PSA must be 30 seconds long and requests should be directed to Patty
at (818) 559-2252.
3. KFWB
KFWB is another news talk station to which business-oriented individuals listen. The 30-second
PSA must be submitted to the News Director in the News Department at 5670 Wilshire Blvd.
#200, Los Angeles, CA 90036, or (323) 930-5243 about 4-6 weeks prior to airtime. KFWB
prefers generic spots that are not event-related or time specific. E-mails are not accepted, and the
station would also like a fact sheet on the organization to be included with the script during
submission.
4. KCRW
KCRW is a station in which its demographic consists of a general audience that is more liberal.
It features National Public Radio, a news broadcast. The station accepts a 15 or 20-second
script, sent to KCRW‟s PSA contact, Whitney Alderson, at 1900 Pico Blvd., Santa Monica, CA
90405. The director can also be reached via email, telephone, or fax at
[email protected], (310) 450-5183 and (310) 450-7172, respectively. PSAs should be
sent 3 weeks prior to airtime.
31
PSA SPOT ANNOUNCEMENT
Organization Contact
PEERS Fellowship Program Jenn Ma-Pham
8300 Vermont Ave. Radio Contact
Los Angeles, CA number
Start Use: Ongoing
Stop Use: Ongoing
Running Time: 30 Seconds
Fellows:
“I equated sanity with my first paycheck.” “I never thought I‟d get my life back together.”
“PEERS gave me back some of me.”
Narrator:
The PEERS Program provides compensation, job support, and an intern who is ready and willing
to work for you. Unique educational and employment opportunities are made available to
women who have been out of work. Join us in improving others‟ lives by partnering with
PEERS. Call PEERS at ___.
32
PSA SPOT ANNOUNCEMENT
Organization Contact
PEERS Fellowship Program Jenn Ma-Pham
8300 Vermont Ave. Radio Contact
Los Angeles, CA number
Start Use: (date)
Stop Use: (day before event)
Running Time: 30 Seconds
Fellows:
“I equated sanity with my first paycheck.” “I never thought I‟d get my life back together.”
“PEERS gave me back some of me.”
Narrator:
“Your business can help prepare others for meaningful employment. The PEERS Program
provides an intern with compensation and benefits, along with support in every step of the way.
Learn more about PEERS by joining us at our Noontime Luncheon. Call PEERS at ___. Build
your business. Transform your community.”
33
V. REFERENCES
Arbitron Radio Ratings and Media Research. (2010). Arbitron. Retrieved May 15, 2010,
from www.arbitron.com.
Bureau of Justice Statistics (BJS) . (n.d.). Office of Justice Programs. Retrieved June 8,
2010, from http://www.ojp.usdoj.gov/bjs/pub/pdf/pim07.pdf.
California Budget Project. (n.d.). California Budget Project. Retrieved May 13, 2010, from
http://cbp.org.
Creating a Website - Free Step by Step Guide. (n.d.). Creating a Website - Free Step by Step
Guide. Retrieved June 8, 2010, from http://www.4creatingawebsite.com.
Employment Development Department. Unemployment Insurance. Retrieved May 10, 2010
from http://www.edd.ca.gov/Unemployment/default.htm.
Hadzima, J.G. (1994-2005). How Much Does An Employee Cost? Boston Business Journal.
Retrieved May 7th
, 2010 from http://web.mit.edu/e-club/hadzima/pdf/how-much-does-an-
employee-cost.pdf
Region, B. (n.d.). U.S. Bureau of Labor Statistics. U.S. Bureau of Labor Statistics.
Retrieved March 12, 2010, from http://bls.gov.
Stelzner, M. (n.d.). 2010 Social Media Marketing Industry Report | Social Media Examiner.
Social Media Examiner, Your Guide to the Social Media Jungle. Retrieved June 8, 2010,
from http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2010.
Taproot Foundation - do it pro bono.. (n.d.). Taproot Foundation - do it pro bono.. Retrieved
June 8, 2010, from http://www.taprootfoundation.org.
The 10 Essentials Of Any Effective Web Site - Forbes.com. (n.d.). Forbes.com - Business News,
34
Financial News, Stock Market Analysis, Technology & Global Headline News. Retrieved
June 8, 2010, from http://www.forbes.com/2010/03/24/web-site-design-entrepreneurs-
technology-tips.html.
Web Hosting Reviews & Rating - Best Web Hosting 2010. (n.d.). Web Hosting Reviews &
Rating - Best Web Hosting 2010. Retrieved June 8, 2010, from
http://webhostinggeeks.com/.
Website Creation Software Review 2010 - TopTenREVIEWS. (n.d.). Website Creation Software
Review 2010 - TopTenREVIEWS. Retrieved June 8, 2010, from http://website-creation-
software-review.toptenreviews.com/.
Whitfield, H.W. (2009). Occupations at case closure for Vocational Rehabilitation Applicants
with Criminal Records. Rehabilitation Counseling Bulletin. V53, 1, 56-58.
12 Benefits of Having a Website & Using Internet Marketing. Eiledon Solutions - Web Design
Company in Cape Town, South Africa. Retrieved June 8, 2010, from
http://www.eiledon.co.za/webmarketing12-benefits-of-having-a-website.htm.
Eva’s Journey
Eva’s life took a sad and unexpected
turn for the worst. She went from obtain-
ing a Master’s Degree in Psychology to
winding up in jail. Following jail time, she
resorted to a shelter. Eva needed help.
Luckily the PEERS Fellowship Program,
through the Women’s Community Reinte-
gration and Education Center, gave her
the second chance she needed.
Employer Benefits to Partnering With PEERS
Prior to PEERS, Eva depended on
government assistance. After her
fellowship with the PEERS program, Eva is
now independent contributing to the
Personal Income Tax Revenue, which
provides the largest share in General
California State Fund Revenues.
Additionally, she is giving back to her
community by contributing to the State
Funds through her employment. With the
struggling economy, it is difficult to hire
workers.
The PEERS program grants employers
the opportunity to save $30,000 in salary
and benefits while encouraging investment
in the community through hosting a fellow
like Eva.
Unemployment increases government
expenditures on unemployment benefits,
Food Stamps, and more while decreasing
income tax revenue. The current unem-
ployment rate of 12.6% (www.bls.gov)
ultimately strains the budget deficit.
Unemployment decreases the amount
of personal income tax and loses consum-
ers that contribute money into the
economy. The monthly number of jobless
Californians filing initial claims for
unemployment insurance benefits
increased by approximately $152,000
(81.9%) between June 2007 and June 2009.
Building
Opportunities.
Rebuilding
Lives.
Peer Employment, Education, and Recovery Support
Women’s Community Reintegration
Services and Education Center
8300 Vermont Avenue, 1st fl.
Los Angeles, CA 90044
323.525.6411 . Office
323.565.2133 . Fax
Page 2
Employer Benefits
The graph below indicates the cost of a regular
full-time employee being paid at minimum wage
FY 2008 - 2009 ($8.00) to an employer, which is
about $17,000. With benefits, the cost rises to
$29,500 for a year. The PEERS Fellowship will
absorb the annual cost of a regular employee.
Work Opportunity Tax Credit (WOTC): The WOTC
is an employer-friendly benefit for hiring job seek-
ers most in need. Use of the WOTC has introduced
new target groups, expanded several target
groups’ requirements, increased the tax credit for
certain groups and introduced new flexible filing
provisions. The WOTC can be as much as $2,400
generally for each new adult hire. Target groups
include ex-felons and Social Security Insurance
recipients.
Company tax savings: Private employers pay a tax
to finance the unemployment benefits paid to their
former employees. Some reimburse the state,
dollar for dollar, for any unemployment benefits
paid by the state, in lieu of paying the tax. When
the unemployment rate is lower, private employers
spend less on unemployment insurance. In
addition, according to the Employer Cost Index, an
employer could expect to pay an additional 30% to
45% for other employee benefits such as
insurance. However, PEERS provides for one year
of salary and benefits. cbp.org
Societal Benefits
Eva’s case is not an exception but a disturbing new
trend. Since the 1970’s, there has been an 800%
increase in incarcerated women -- the majority of which
are for non-violent offenses. This is a serious issue,
because two-thirds of these women are mothers who
face greater challenges in rebuilding their lives. During
the economic downturn, this population faces an
additional risk of returning to jail due to the lack of
employment opportunities. The PEERS program
addresses these issues by helping these women become
productive citizens of their community.
Employment reduces the use of government benefits
such as Social Security Insurance (SSI) and Food Stamps.
Government benefits have risen to an all-time high since
the recession began in 2008. The PEERS program
provides educational services and training to increase
on-site productivity.
In addition, many employers need more employees
but cannot afford to hire. PEERS alleviates this dilemma
by paying for fellows who are ready, willing, and
committed to work. Just like Eva, with a second chance
and support provided to the fellows, they can succeed at
work and in the community.
Page 3
Partner with PEERS. Build Your Business. Transform Your Community.
PEERS Provides: PEERS Fellowship
Eva became a PEERS advocate where she gained
valuable work experience while helping others. She is
now living independently and is very passionate about
giving back to her community.
Educational Services
Year-long curriculum that utilizes a peer learn-
ing model where fellows learn from each other.
Speaker’s forum guests provide a wide range of
experience and knowledge and serve not only as
inspirational figures but also as hiring experts.
Supplemental educational sessions focus on
specialized skills acquisition.
Individualized Support
Individualized planning is provided to meet the
needs of fellows with varying backgrounds and
skill levels.
Fellows work with Program Coordinators to
develop short and long term goals that facilitate
their professional development.
Applicable Work Experience
Fellows are placed at partner agencies
throughout Los Angeles County.
Fellows gain marketable skills as health
navigators, peer outreach advocates, research
assistants, and administrative personnel.
Partner agencies do NOT have to guarantee
permanent placement after the fellowship term.
“I equated sanity with getting
my first paycheck. It has given
me the self-esteem and power
over the life that I had lost.”
- Eva, PEERS Fellow
The program is dedicated to creating opportunities
for meaningful employment through education,
support, and individualized planning for fellows like
Eva. PEERS draws on the fellows’ individual strengths,
enthusiasm for professional development, and
commitment to recovery to meet the program’s goals.
Through personal commitment, a desire for change,
and community partnerships, collective success is
created.
How you can help rebuild their lives?
Host a Fellow
PEERS is continually seeking interested agencies,
businesses, and corporations to be a placement
site. Join other community agencies by welcoming a
fellow to your team! PEERS provides a full year of
compensation to offer you a well-prepared
employee. As such, PEERS will be highly involved and
visible in the year-long fellowship and provide ongoing
assistance in various forms.
Please contact a PEERS Program Coordinator if you
are interested in becoming a placement site partner at
(323) 525-6415.
GET INVOLVED!
“I knew it was going to be good, but
I didn’t expect it to be an
electric-shock where people just
came ALIVE.”
Wendi, PEERS Fellow Supervisor
Train a Fellow
Join PEERS in the goal of training the most
well-rounded, well-prepared individuals. Help by
providing training to PEERS fellows. In order to meet the
needs of dynamic and multi-disciplined fellows, PEERS
welcomes a wealth of industries to enhance their skills
and talents.
Donate
Build your community by partaking in
our fundraising efforts. Choose from
hosting an event, partner in sponsoring an
event, or provide in-kind resources. PEERS
welcomes partners or assistance in a varie-
ty of forms, including venues, food, raffle
items, etc.
“Each person has contributed so much to the character of our team with their personalities and friend-ship. In the end, that is what will be
remembered.”
Briana H., Site Supervisor
UCLA Semel Institute for Neuroscience & Human Behavior Research Center
Join these organizations by becoming a placement site
Women’s Community Reintegration Services and Education Center
Kedren Community Mental Health Center
Special Services for Groups Central Mental Health
UCLA MHSA NIMH Research Project
USC Health Navigator Program: Project Bridge
Chrysalis
Noon Time Luncheon
P r o g r a m
Registration 11:30-12:00pm
Welcome and Overview 12:00 to 12:15pm
Keynote Speaker from DMH 12:15 to 12:30pm
Testimonials 12:30 to 12:40
Former Fellows
Supervisor
How to get involved 12:40 to 12:50pm
Sign up to become involved
Closing 12:50 to 1:00pm
Raffle
Evaluation
Date
Time
Place of Meeting
NOON TIME NETWORKING SPECIAL EVENTS PLANNING WORKSHEET
Event Coordinator: Event: Date: Time: Location:
Target Group: Host/Hostess: # Invited # Expected Charge to Account#:
DATE/TIME/LOCATION PERSON RESPONSIBLE DATE DUE
Check School of Public Affairs for availability
Select date, time, & location
Reserve date with SPA
Determine “rain location”, if necessary
Notes:
EVENT SCHEDULING REQUESTS (Facility Coordinator) PERSON RESPONSIBLE DATE DUE
Contact venue to secure facility for event
When securing the venue, don’t forget to make the following requests:
Audio/visual (tape, CD player, VCR, DVD, LCD, etc.)
Tables/chairs
Linens/table draping
Lectern/podium/stage
Projector/screen
Microphone
Flip chart/markers/white board/erasers
Determine set up for conference facilities: # of Chairs, # of Tables for Registration
Arrange for sound check/practice with AV equipment
Notes:
SPEAKERS/ENTERTAINERS PERSON RESPONSIBLE DATE DUE
Invite guest speakers/entertainers
Confirm guest speakers/entertainers
Follow up explaining event including date, time, location,
length of presentation, map & PARKING PASS
Create contact list of all speakers and presenters:
Cell phone number e-mail address Address Title
Paperwork for PAID speakers
Provide drinking water at podium
Notes:
RESOURCE/AGENCY FAIR PERSON RESPONSIBLE DATE DUE
Create list of Agency’s to invite
Contact agency
Compile email distribution list
Make sign for each resource agency to place on table
Create RSVP form for front desk computer
Day of event check in agency
Notes:
INVITATIONS PERSON RESPONSIBLE DATE DUE
Select invitations or draft letter and send to Supervisor for approval
Select guest list (target audience)
Compile email distribution list
Prepare address labels for envelopes if sending out invites/brochures
Mail invitations (3-6 weeks in advance)
Create RSVP form for front desk computer
Notes:
FOOD/BEVERAGE/DECORATIONS PERSON RESPONSIBLE DATE DUE
Choose caterer/select menu
Get quote Faxed
If off campus caterer used or food donated-complete Food Permit
Order special needs (i.e. glassware, serving pieces, coffee pot, etc.)
Order Flowers, balloons, candles, & other decorations
Notes:
PRINTING & HANDOUTS PERSON RESPONSIBLE DATE DUE
Compile all information to be passed out day of event
Programs/agendas printed
Print directional signs for day of event
Create and print out the RSVP list to check people in day of the event
Make folders/notebooks for participants
Obtain name tags, pens and other supplies needed
Have tickets printed if giving away prizes
Notes:
PUBLICITY/MARKETING PERSON RESPONSIBLE DATE DUE
PSA Announcements (2-3 WEEKS PRIOR)
Post flyers on Campus bulletin boards (2-3 WEEKS PRIOR)
Fill out Inter-campus flyer distribution list & POST
(2 WEEKS PRIOR)
Send “Campus Bulletin” & attach flyer (2 WEEKS PRIOR)
Notify LA Times, Register, public affairs & DATELINE (6 WEEKS PRIOR)
Notify Alumni Association to get article written for free publicity (3 WEEKS PRIOR)
Networking/Business Presentations (3-4 WEEKS PRIOR)
Notes:
VOLUNTEERS COORDINATION PERSON RESPONSIBLE DATE DUE
Sign people up for volunteering day of event.
Handle volunteer/intern assignments for the day (determine where volunteers are
Needed for the day.)
Host volunteer training (1 week before event)
Determine what volunteers should wear day of the event
Create a list of all volunteers names, time scheduled to help and assignment
locations.
Need volunteers in Parking lot to great speakers and monitor parking spots
Notes:
Donations Food and General PERSON RESPONSIBLE DATE DUE
Create list of corporations or individuals to solicit for donations Company Contact person Telephone number Address Requirements (do they need a Federal Tax ID #)
Write letter (send copy to advisor for approval and place on letterhead)
Follow up with agency from which requesting funds
Determine which group will be responsible for funds
Notes:
HOSPITALITY PERSON RESPONSIBLE DATE DUE
Handle volunteer/intern assignments for the day
Greet guests
Make arrangements with Parking & Transportation
Make arrangements with Parking & Transportation to place conference directional
Notes:
