Little Hometown Heroes

The Pageant for Giving

Special Event Plan, Nov. 28, 2017

Victoria Manenti
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Client Name Making Kids Count

Audiences/Publics Primary
Canfield Elementary Schools
(Hilltop and C.H. Campbell Elementary Schools)
Students
Parents
Faculty and staff
Secondary
Canfield High School service-inclined students
National Honor Society members
Key Club members
Local media in the Mahoning Valley proximity
Newspaper and broadcast outlets
Strategy(ies) Create an engaging and informative event to raise money, as well
(General as establish long-term relationships, for Making Kids Count.
approach youll Use face-to-face communication during the pageant to educate
take for this tactic)
audiences about Making Kids Count programs and needs.
Use printed promotional materials to motivate event attendance
and participation.
Obtain earned media via press releases to inform target audiences
about the pageant.
Leverage Canfield Local Schools faculty and staff to inform students
about the pageant.
Incentivize service-inclined Canfield High School students to staff the
event.
Key Messages Priority Key Messages
(Written as if you Attend the Little Hometown Heroes Pageant to help vulnerable
were saying them children in the Mahoning Valley.
to the audiences)
Making Kids Count helps all children in the Mahoning Valley through
emotional, financial and academic support programs.
Making Kids Count is in need of monetary donations and volunteers
to support its Diaper Bank and Comfort Kits programs.
Little Hometown Heroes is The Pageant for Giving.
Enter your child so he or she can learn about charity, give back to
the community and become the first-ever Little Hometown Hero.
Additional Key Messages
Become the first-ever Little Hometown Hero.
Volunteer at the Little Hometown Heroes Pageant to gain worthwhile
service hours helping children in your local community.
Communication Event Objectives
Objectives To raise a total of $2,000 in donations by the end of the Little
(SMART!) Hometown Heroes Pageant on Nov. 28, 2017.
To secure 100 attendees, excluding student contestants, at the Little
Hometown Heroes Pageant on Nov. 28, 2017.
To increase awareness about Making Kids Count programs and
services by 50 percent among event attendees by the end of the
Little Hometown Heroes Pageant on Nov. 28, 2017.
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To secure 15 Canfield High School student volunteers to staff the Little

Hometown Heroes Pageant by Nov. 17, 2017.
Communication Objectives
To secure 50 Canfield elementary students to enter the Little
Hometown Heroes Pageant by Oct. 20, 2017.
To clearly convey and secure at least three key messages in three
local media outlets regarding the Little Hometown Heroes Pageant
by Oct. 13, 2017.
Measurements Count how much total money was raised post event and include
(At least one for monetary donations children collected before the pageant.
each objective) Track how many individuals attend the pageant by counting the
number of tickets that were distributed via the ticket booth.
Distribute a Survey Monkey link at the ticket booth at the beginning
of the pageant to measure pre-pageant service awareness.
Distribute a Survey Monkey link at the reception to measure post-
pageant service awareness.
Count the number of students who sign up to volunteer and who
actually volunteer for day-of pageant activities.
Count the number of participants who enter the pageant.
After press releases are distributed, evaluate how many local media
outlets clearly conveyed three key messages about the pageant.
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Table of Contents
 5

Research
Client overview
Making Kids Count is a nonprofit organization committed to helping
Mahoning Valleys most vulnerable children and families. Its office is
located in Boardman, Ohio. Since its establishment in 2010, the
organization strives to make the lives of children and their families a little
brighter by focusing on their individual needs with the help of volunteers,
according to the Making Kids Count website. The success of all children is
at the forefront of this nonprofit. The organization continues to make a
strong impact with over 240,000 diapers distributed, 3,800 volunteers
invested and 790 groceries delivered throughout the Valley.

The nonprofit helps children ages 0-18 in the Mahoning Valley through 15
emotional, financial and academic support programs. The programs are
categorized into three areas, including school support, parental
assistance and little extras. Some of its largest and most successful
programs include the Diaper Bank, Comfort Kits for those entering the
foster care system through Mahoning County Children Services, Hope
Totes for children in chemotherapy at Akron Childrens Hospital of the
Mahoning Valley and the Food BackPack Program. Making Kids Counts
staff has also built strong partnerships with local school throughout the
Valley to create successful after school tutoring and reward programs.
These services and more are made possible by monetary and volunteer
donations. All donations made to Making Kids Counts go directly to its
program funding because many miscellaneous expenses, including
payroll and rent, are covered by private donors. The organization typically
holds two large-scale and many small-scale fundraising events throughout
the year. A couple of its largest fundraising events include a benefit dinner
and golf outing, each raising abut $10,000, according to Shelly Marlowe,
Making Kids Count Co-President.

Situation Analysis
The organization relies on significant monetary, volunteer and corporate
donations to support its programs across the Mahoning Valley. The Making
Kids Count team is limited in terms of manpower with only four in-house
staff members. However, the organization employs an in-house Program
Director who handles media relations, web content and flier design. As a
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result, the organization is open to creating another small-scale fundraising

event.

After speaking to Marlowe during a phone interview, she revealed a

strong need to raise more money for Making Kids Counts Diaper Bank
and Comfort Kits programs. Marlowe said these two programs are the
most demanding in terms of volunteer hours needed, as well. The
organization would like to raise at least $1,500 with this new event to
continue implementing these programs as successfully as it has in the
past. When evaluating success, Making Kids Count typically likes to see 75-
100 individuals attend its small-scale events. A budget of $500 or below for
a smaller event would be appropriate and flexible for the organization,
Marlowe stated.

The Mahoning Valley

One in six people in the Mahoning Valley face hunger, which puts about
30,000 children in danger of going hungry, according to the Mahoning
Valley Second Harvest website. As a result, there is a strong and proximate
need for more affluent families to help others in the community. During a
phone interview, Marlowe revealed a natural partnership among Making
Kids Count and more affluent school districts throughout the Mahoning
Valley area. Canfield, Ohio, a small town within the Mahoning Valley, is
considered one of the most affluent areas. According to the Best Places
website, the median household income in Canfield is $64,539.

Problem Statement
Making Kids Counts services are in high demand, specifically its Diaper
Bank and Comfort Kit programs. The organization must garner additional
monetary, as well as volunteer donations, to continue supporting the
Mahoning Valleys youth.

Event Objectives
To raise a total of $2,000 in donations by the end of the Little Hometown
Heroes Pageant on Nov. 28, 2017.

To secure 100 attendees, excluding student contestants, at the Little

Hometown Heroes Pageant on Nov. 28, 2017.
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To increase awareness about Making Kids Count programs and services

by 50 percent among event attendees by the end of the Little Hometown
Heroes Pageant on Nov. 28, 2017.

To secure 15 Canfield High School student volunteers to staff the Little

Hometown Heroes Pageant by Nov. 17, 2017.

Communication Objectives
To secure 50 Canfield elementary students to enter the Little Hometown
Heroes Pageant by Oct. 20, 2017.

To clearly convey and secure at least three key messages in three local
media outlets regarding the Little Hometown Heroes Pageant by Oct. 13,
2017.

Target Audiences
Primary
Canfield Elementary Schools
(Hilltop and C.H. Campbell Elementary Schools)
Students
Parents
Faculty and staff

Secondary
Canfield High School service-inclined students
National Honor Society members
Key Club members

Local media in the Mahoning Valley proximity

Newspaper and broadcast outlets
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Strategies
Create an engaging and informative event to raise money, as well as
establish long-term relationships, for Making Kids Count.

Use face-to-face communication during the pageant to educate

audiences about Making Kids Count programs and needs.

Use printed promotional materials to motivate event attendance and

participation.

Obtain earned media via press releases to inform target audiences about
the pageant.

Leverage Canfield Local Schools faculty and staff to inform students

about the pageant.

Incentivize service-inclined Canfield High School students to staff the

event.

Key Messages
Priority Key Messages
Attend the Little Hometown Heroes Pageant to help vulnerable children in
the Mahoning Valley.

Making Kids Count helps all children in the Mahoning Valley through
emotional, financial and academic support programs.

Making Kids Count is in need of monetary donations and volunteers to

support its Diaper Bank and Comfort Kits programs.

Little Hometown Heroes is The Pageant for Giving.

Enter your child so he or she can learn about charity, give back to the
community and become the first-ever Little Hometown Hero.

Additional Key Messages

Become the first-ever Little Hometown Hero.
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Volunteer at the Little Hometown Heroes Pageant to gain worthwhile

service hours helping children in your local community.

Note: Key messages will be used throughout all communication elements

to inform audiences and promote the pageant.

Event Description
Date and Time: Giving Tuesday, Nov. 28, 2017 at 6-8:30 p.m.

Rationale: Giving Tuesday is a global initiative designed to kick off the

end-of-year giving season. Many organizations hold their own Giving
Tuesday events to support local charities and causes.

The event will be held at 6 p.m. to prevent late hours for children in the
pageant and attending the event. By 6 p.m., many parents will have
returned home from work.

Venue Location: Canfield High School Auditorium

GPS Address: 100 Cardinal Dr., Canfield, OH 44406 (central Canfield area)
Maximum Capacity: 700 individuals

Image of Canfield High School Auditorium courtesy of the YouTube website.

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Map courtesy of the Canfield High School website.

Parking: Two large lots will be available for free parking. Accessible
parking spots and entrances for those with disabilities will also be present
at the venue.

Rationale: The modern auditorium is equipped with a large stage,

backstage dressing rooms, as well as appropriate lighting and sound
equipment for the event. The school also provides a student worker to
oversee and work auditorium equipment for events. The auditorium is not
difficult to book in November because it is before annual holiday events.

Canfield High School is a service-inclined school that often offers nonprofit

organizations its auditorium free of charge.

Event Details: The Little Hometown Heroes Pageant will be an event

hosted by Making Kids Count to raise money for its programs, as well as
increase awareness about its many services among Mahoning Valley
families, specifically Canfield residents. Increased awareness is intended
to foster long-term relationships with target audiences after the pageant.
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The Little Hometown Heroes Pageant will be promoted as The Pageant

for Giving and is intended to teach children about leadership and the
value of giving back to their local community. It will give children a
chance to give back to other children. Parents, grandparents, friends and
teachers will be able to see children make a difference, showcase their
personalities on stage, as well as gain public recognition for their efforts.
Children will act as trailblazers for the first-ever Little Hometown Heroes
Pageant. The pageant was inspired by the WYTVs version of Hometown
Heroes that recognizes more mature community members making a
difference in the Valley.

To introduce the pageant, Amanda Beagle, the emcee, will begin by

welcoming the audience and thanking them for their participation.
Competition rules will also be clearly explained. She will then invite the
founder of Making Kids Count on stage to discuss the pageants purpose
and educate the audience about the organizations programs, as well as
its monetary and volunteer needs. A portion of the organizations
marketing video will be shown, as well.
Video link: www.youtube.com/watch?v=Cvh-szJ83gU

A survey link (mobile Survey Monkey) will be distributed at the ticket booth
to measure pre-pageant service awareness. Then, another survey link will
be distributed at the reception to measure post-pageant service
awareness. Attendees who complete both surveys will be entered to win
one of two $50 Amazon gift cards (corporate sponsor donation) at the
reception.

Admission Ticket Pricing: $20 for adults and $8 for children under 18

Print programs will also be passed out at the door by volunteers, which
include contestant names and pictures, as well as important Making Kids
Count key messaging discussed above and sponsorship information.

Dcor and Signage: There will be signs placed outside of the school
directing individuals to the main entrance. This is the only door that
individuals will be allowed to enter for the event to reduce confusion and
increase security. Signage will continue to direct individuals to the ticket
booth and auditorium.
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The stage will have the Making Kids Count and Little Hometown Heroes
event signage projected on a screen. There will also be a microphone
placed on the stage for contestants and a podium for the emcee. During
the holidays, Canfield High Schools stage is already decorated with
beautiful garland, lights, wreaths and poinsettias. Soft music and lighting
will illuminate the stage while guests arrive.

Pageant Emcee: Amanda Beagle, Miss Ohio 2004 and Mahoning Valley
native

A script will be prepared for the emcee to ensure proper communication

of contestant names, judge names and event key messaging.

Local Celebrity Judging Panel:

Jenny Kennedy, Making Kids Count Founder
Jim Tressel, former Ohio State University Football Coach and current
Youngstown State University President
Elena Yemma, Miss Youngstown 2016
Ray Boom Boom Mancini, retired boxer and native Youngstown,
Ohio resident

Age Divisions: Kindergarten-1st graders (10 girls, 10 boys) and 2nd-4th

graders (15 girls, 15 boys). Numbers can be easily adjusted accordingly
depending on how many boys and girls initially enter the pageant.

Competition Categories:
Preliminary Competition
In the interest of time and resources, the number of pageant
contestants will be limited to 50 children.
To narrow down applicants, the kindergarten-1st grade age
division will be asked to collect spare change from family and
friends. The 2nd-4th grade age division will be asked to write an
entrance essay about the importance of giving back to their
local community. The top 50 donation and essay entries will
advance contestants to the day-of competition.
Children will submit contact information, collected donations
and essays to their schools guidance office, which will then
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be picked up by a Making Kids Count staff member.

Advancing contestants will be notified via parental email.

Day-of Competition
Formal attire: Contestants will judged on their poise and
confidence wearing a formal dress or suit.
Creative superhero attire: Contestants will be asked to come
up with an original superhero costume. They will be judged on
originality and creativity.
On-stage question: All contestants will be given the on-stage
pageant questions ahead of time in order to prepare and
reduce nervousness. The younger age division will be asked
What do you want to be when you grow up? The older age
division will be asked What does being a Little Hometown
Hero mean to you?
Audience choice: During intermission, people can put a
monetary donation of any amount towards a Little
Hometown Heroes contestant. During the awards ceremony,
the contestant with the largest number of donations made in
his or her name will win the Audience Choice Award.

Scoring: Each judge will receive a score sheet with contestants names.
Judges will rate contestants on a scale of 1-10 in each category. The
contestants that have the most overall points will win their age division. In
the event of a tie, judges will deliberate further and come to a decision.
There will be two cuts taking place during the pageant.

Awards Ceremony: Each age division will have one male and one female
Little Hometown Hero winner; four winners total will be selected. They will
each receive a trophy and sash. One contestant will be given the
Audience Choice Award and receive a special sash. All contestants will
receive ribbons for making a difference in the community.

Reception: A reception will be held in the cafeteria after the pageant.

Light refreshments and cookies will be served. There will be an information
table with additional Making Kids Count brochures. A couple of Making
Kids Count Board Members or volunteers will be at the booth to answer
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any additional questions. Student volunteers will also walk around

collecting additional monetary donations.

Media Coverage: Local media will be invited to cover the event. This gives
winners, contestants, families and Canfield Local Schools public
recognition for their fundraising efforts, as well as participation.

Communication Elements
Local Media
A press release written by the Making Kids Count Program Director will be
released to print and broadcast media outlets in the Mahoning Valley
area. The release will detail the upcoming pageant, including registration
and key messaging information. Suggested local media outlets include:
The Town Crier Canfield
The Vindicator
Canfield Neighbors
21 WFMJ News
WKBN 27 First News
33 WYTV News

Printed Fliers
Making Kids Count will deliver a supply of printed fliers to both elementary
schools. Each homeroom teacher will receive fliers to pass out to students
to take home to their parents. The fliers will detail the event, include key
messages and encourage their childrens participation.

These fliers can also be placed at all Canfield schools and popular
businesses across Canfield, including Giant Eagle, Dunkin Donuts, Dollar
Tree and Magnolias on the Green Salon.

Email
Emails will be distributed by the Making Kids Count Program Director to all
faculty and staff at both elementary schools that detail the event and
instruct teachers to inform, as well as encourage their students to enter
the pageant.
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Emails will also be sent to members of Canfield High Schools National

Honor Society Chapter and Key Club to inform them about the event and
the opportunity to gain volunteer hours.

Morning Announcements
A script will be given to the person in charge of morning announcements
at the high school. The announcement is intended to inform students
about the opportunity to volunteer for the pageant to gain meaningful
volunteer hours.

Canfield Local Schools Website

A digital version of the printed flier will be posted on the Canfield Local
Schools website to inform and remind visitors about the event.
Website link: www.canfield.access-k12.org

Workback
Six months before event
Book Canfield High School venue
Meet with school administration to discuss needs and expectations
Reach out to local celebrity judging panel and emcee
Three months before event
Making Kids Count Program Director meets with schools lighting
and sound director to discuss plan and expectations
Confirm local celebrity judging panel and emcee schedules
Reach out to possible corporate sponsors (Amazon gift cards)
Design event fliers
Two months before event
Order all pageant awards (ribbons, trophies, sashes) online
Create judging score sheets and emcee script
Write and distribute press release to local media
Distribute event fliers to schools and businesses
Distribute digital flier on school districts website
One month before event
Begin morning announcements about event for high school
volunteers
Distribute faculty and staff emails to encourage children to enter
event
Select and secure 50 pageant contestants
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Confirm and secure 15 Canfield High School volunteers to staff

pageant
Create digital surveys to measure service awareness
Design pageant programs
Confirm corporate sponsors (Amazon gift cards)
Two weeks before event
Continue morning announcements about event for high school
volunteers
Hold a dress rehearsal for pageant contestants
Delegate tasks to student volunteers in preparation for actual
pageant
Print pageant programs
Two days before event
Purchase all food, drinks and supplies for reception
Print signage to direct day-of traffic throughout school
Prepare judge and emcee thank you cards
Day of the event (right before pageant)
Hang signage
Display information booth in cafeteria
Stock ticket booths with supplies
Display table cloths, utensils and food for reception
Test stage equipment, including lighting, sound and projector
Prepare podium and the judging table
Make sure dressing rooms are clean and ready for children
Day-of pageant schedule
5 p.m. Making Kids Count staff and student volunteers to arrive and
complete any last minute tasks
5:15 6 p.m. All contestants to arrive and report to dressing rooms
(student volunteers assisting); doors open for guests to begin
purchasing tickets
5:30 p.m. Judges and emcee are to report to their table in the
auditorium
6 p.m.-8 p.m. The pageant will promptly begin at 6 p.m. (Two hour
window for all pageant activities) The first 15 minutes of the
pageant will begin with Making Kids Count service introduction. The
last 20 minutes of the pageant will be reserved for awards
8-8:30 p.m. The reception will take place
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Day of the event (right after pageant)

Distribute thank you cards to judges and emcee
Tear down and clean up
Week after event
Follow-up thank you calls to school and corporate donors
Evaluate surveys to measure event success
Evaluate monetary donations

Evaluation
Event Objectives
Objective: To raise a total of $2,000 in donations by the end of the Little
Hometown Heroes Pageant on Nov. 28, 2017.
Evaluation: Count how much total money was raised post event and
include monetary donations children collected before the pageant.

Objective: To secure 100 attendees, excluding student contestants, at the

Little Hometown Heroes Pageant on Nov. 28, 2017.
Evaluation: Track how many individuals attend the pageant by counting
the number of tickets that were distributed via the ticket booth.

Objective: To increase awareness about Making Kids Count programs and

services by 50 percent among event attendees by the end of the Little
Hometown Heroes Pageant on Nov. 28, 2017.
Evaluation: Distribute a Survey Monkey link at the ticket booth at the
beginning of the pageant to measure pre-pageant service awareness.
Evaluation: Distribute a Survey Monkey link at the reception to measure
post-pageant service awareness.

Objective: To secure 15 Canfield High School student volunteers to staff

the Little Hometown Heroes Pageant by Nov. 17, 2017.
Evaluation: Count the number of students who sign up to volunteer and
who actually volunteer for day-of pageant activities.

Communication Objectives
Objective: To secure at least 50 Canfield elementary students to enter the
Little Hometown Heroes Pageant by Oct. 20, 2017.
Evaluation: Count the number of participants who enter the pageant.
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Objective: To clearly convey and secure at least three key messages in

three local media outlets regarding the Little Hometown Heroes Pageant
by Oct. 13, 2017.
Evaluation: After press releases are distributed, evaluate how many local
media outlets clearly conveyed three key messages about the pageant.

Budget

Note: Past corporate sponsorships to leverage flexibility for additional

funding
Schwebels
Armstrong Digital
AmazonSmile
HBK CPAs and Consultants
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Staffing Resources

Sources Used
www.makingkidscount.org/home.php

https://www.facebook.com/makingkidscount/

http://www.bestplaces.net/economy/city/ohio/canfield

http://www.mahoningvalleysecondharvest.org/index.php?option=com_c
ontent&view=article&id=196&Itemid=497