TEACH-IN FLYER

TACTIC FIVE MOCK-UPS

TACTIC SIX MOCK-UPS
 EVALUATION PLAN
LOCAL COMMUNITY
Tactic: Post fliers around the Syracuse community neighborhoods and
local businesses
Measurement: Number of fliers posted around Syracuse totaling at
least 50
When: By the end of December 2023

Tactic: Disseminate infographics about EPI on all social media

platforms
Measurement: Number of likes, shares and comments (social
engagements) totaling at least 30
When: By end of December 2023

Tactic: Monthly email blasts with updates about EPI events and classes
Measurement: Reach at least 30 recipients via email every month and
five unique recipients each month
When: By end of December 2023

Tactic: Email the interested organizations with opportunities to

collaborate on an event such as a teach-in
Measurement: Number of fliers posted around Syracuse totaling at
least 50
When: By the end December 2023

Tactic: Print 50 t-shirts to be shared with business

Measurement: To successfully print out t-shirts & sell them to generate
at least 50% profit
When: By end of December 2023
Tactic: For Parkinson’s Awareness Month in April, partner with one local
bar to sell at least 50 tulip pins with drinks
Measurement: By next April, EPI will have partnered with at least one
bar to sell all 50 tulip pins
When: By end of April 2024
 EVALUATION PLAN
MEDICAL PROFESSIONALS
Tactic: Find five medical professionals that specialize in neurological
disorders in the CNY area
Measurement: Number of positive responses back from medical
professionals
When: By the end of December 2023, within a month of searching

Tactic: Create an infographic with information about PD that is specific

to those who have been diagnosed in the CNY area
Measurement: Number of likes, shares, comments and impressions
When: Within two weeks of sharing the infographic

Tactic: Host in-person info sessions to give an overview of EPI and

promote opportunities to be involved in events
Measurement: Number of attendees
When: At the conclusion of the event

Tactic: Invite medical professionals to a short info session over Zoom

Measurement: Number of attendees
When: At the conclusion of the call

Tactic: Create an accessible infographic or handout that can easily be

shared with medical professionals so they are informed about why
boxing specifically helps treat PD
Measurement: Number of downloads and views on the document
When: Within two weeks of sharing

Tactic: Invite five medical professionals in the area to a Rock Steady

Boxing class
Measurement: Number of attendees
When: At the conclusion of the class
 EVALUATION PLAN
PEOPLE WITH PARKINSON’S
DISEASE
Tactic: Ask health care nonprofits to post flyers for Rock Steady boxing
in their facilities and email
Measurement: The number of individuals signs up for the courses as
the result of those flyers
When: Within a month of posting the flyers

Tactic: Host informational sessions on Zoom every month and

advertised by health care organizations in CNY
Measurement: Number of attendees, number of questions
When: At the conclusion of each event

Tactic: Create a joint fundraiser walk in the fall for both organizations to
attract membership and donations
Measurement: Number of attendees, amount of money raised
When: Within one month of the joint fundraiser

Tactic: Create a press release to be sent out by email to potential

speakers
Measurement: Number of replies
When: Within a month of sending the email

Tactic: Develop content and infographics to be sent to potential

speakers through social media channels
Measurement: Number of comments, views, likes and followers on
social media
When: Within a month of sending content and infographics on social
media channels
 EVALUATION PLAN
DONORS/POLITICIANS
Tactic: Press release sent out to multiple political offices about EPI
event and purpose
Measurement: Number of responses
When: Within a week of sending the press release

Tactic: Make one cold call and send one email per week to local political
offices about EPI events
Measurement: Number of responses to call/email
When: Assess on a week-by-week basis

Tactic: Host a visiting party in July to invite donors to the Rock Steady
space to cultivate a relationship
with them
Measurement: Number of attendees, amount raised from event and
number of follow-ups from attendees
When: During event

Tactic: Email blast donors and organizations with impact report and
future events EPI needs support on
Measurement: Number of clicks/opens, amount raised as a result from
email blast
When: Within a week of email blast
Tactic: Host an informational session with current donors about future
goals and needs for EPI
Measurement: Number of attendees, amount raised from event and
number of follow-ups from attendees
When: During event/within a week of event

Tactic: Include donors' names and organizations in EPI merchandise for

extra funding
Measurement: Number of donors who agree to have their names and
organizations on merchandise
When: Within a year of implementing tactic
 MARK SMITH

Team #3: Media Relations

Tessa DiSerafino, Brian Millard,
Nina Rodriguez & Myra Wong
 AUDIENCE PERSONA
BROADCAST JOURNALIST

MARK SMITH

BRAD VIVACQUA

Male, 36 years old

Income: $64,000
Location: Liverpool, New York
Employment: News Reporter/Anchor

Bio

Vivacqua is a competitive journalist who is willing to go above and beyond for his
job. He is a passionate leader and storyteller who is dedicated to his craft as he
has been at Spectrum News 1 for 16 years. He is very connected to his alma
mater and teaches a course at Syracuse University on broadcast/digital
newswriting. He enjoys reporting SU basketball and football games and has
reported on more than 30 games across the country. During his free time,
Vivacqua enjoys working out and spending time with family and friends. He
attended a Rock Steady Boxing session in 2021 and described it as a great
experience. He has a caring and offering side that would appeal to Empower
Parkinson, Inc. and Rock Steady Boxing as well as the struggles that accompany
Parkinson's disease

Goals and Motivations Preferred Media Channels

Newspapers/TV news/Radio Stations

Social

Fear Facebook
Frequent Usage

Growth LinkedIn
Mild Usage

Power
Twitter
Infrequent Usage
 AUDIENCE PERSONA
VETERANS AFFAIRS

ROBERT MCLEAN
Male, 69 years old
Income: $85,000
Location: Syracuse, New York
Employment: Public Affairs Officer for Syracuse VA
Medical Center

Bio

McLean is a PR professional who is passionate about veterans' health care

and overall well-being. With years of experience, McLean is seasoned in
veterans affairs and the politics surrounding said matters. As a public
affairs officer, he must stay informed on everything that could affect the
VA Medical Center and its patients. Through events, news releases,
outreach and networking, McLean is able to reach veterans to the best of
his ability. Additionally, he stays connected to his alma mater, Syracuse
University, through working on campus.

Goals and Motivations Preferred Media Channels

Extrovert Newspaper/Local News

Facebook
Frequent Usage
Knowledge

Logical LinkedIn
Infrequent Usage

Perceptive Twitter
Infrequent Usage
 AUDIENCE PERSONA
PRINT/ONLINE JOURNALISTS

JAMES T. MULDER
Male, 70 years old
Income: $65,000
Location: Syracuse, New York
Employment: Writer for Syracuse Post-Standard and
Syracuse.com who covers health

Bio

Mulder is a health and medical writer. He is passionate about health care

justice and dedicates his craft at The Syracuse Post-Standard and
Syracuse.com. His most prominent pieces cover COVID-19 vaccinations
and local hospitals. His shares his expertise as an adjunct professor at the
S.I. Newhouse School of Public Communications at Syracuse University.
During his free time, he enjoys bike riding, hiking, visiting art museums and
spending time with family.

Goals and Motivations Preferred Media Channels

Introvert Syracuse.com/Print Media

Facebook
Frequent Usage
Creative
LinkedIn
Storytelling Infrequent Usage

Perceptive Twitter
Frequent Usage
 BROADCAST
JOURNALISTS
MARK SMITH

GOAL #1
To increase awareness of Empower Parkinson, Inc. among
reporters covering Central New York

Objective #1:
Gain local earned media coverage on EPI & Rock Steady Boxing
services by the end of December 2023

STRATEGY: Establish relationships with media professionals

1. Tactic: Personally invite media professionals to open houses,
showcasing EPI’s classes and programs

Objective #2:
Find three members of the EPI community willing to tell their story
and experiences with EPI so that we can pitch a story to journalists
by the end of December 2023

STRATEGY: Connect CNY journalists with active members of EPI

1. Tactic: Email journalists with contact information of members (with
consent)
2. Tactic: Create video (or utilize existing videos) to put a visual to the
st videos) to put a visual to the storyory
Objective #3:
Gain local earned media coverage regarding members’ stories with
EPI, EPI services or Rock Steady Boxing services by the end of
December 2023
MARK SMITH
STRATEGY: Connect CNY journalists with active members of EPI
1. Tactic: Email journalists with contact information of members (with
consent)
2. Tactic: Invite journalists to open house to meet members and
volunteers

Objective #4:
To have at least one positive news story about EPI appear
on a local news station by the end of December 2023

STRATEGY: Reach out to specific journalists who deal with on-air news
MARK SMITH
through email or networking to pitch a news story that could appear on
the local news
1. Tactic: Newsjacking Parkinson Awareness Month to encourage local
news to cover the story
2. Tactic: Send a press release on an update from EPI
 VETERANS AFFAIRS
MARK SMITH
GOAL #2
To increase awareness of Empower Parkinson, Inc. among
Veterans Affairs

Objective #1:
Get one journalist to write one story promoting EPI engagement at the
Syracuse Veterans Affairs hospital by the end of December 2023.
STRATEGY: Have journalists attend EPI event at the Syracuse VA
1. Tactic: Create a LISTSERV of media contacts who work at the
Veterans Affairs in Syracuse or Onondaga County
2. Tactic: Newsjacking EPI and VA crossover event

Objective #2:
Have someone from the VA visit EPI and meet members and staff by
the end of December 2023.

STRATEGY: Establish a professional relationship with a media

professional
1. Tactic: Personally invite media professionals to events EPI hosts
throughout the year

Objective #3:
Have a pamphlet about EPI and Rock Steady Boxing
to be created, placed with others at the VA and distributed to
patients as a resource.
STRATEGY: Contact someone from the media team regarding the
distribution of pamphlets in the area
1. Tactic: Graphic design and printing of pamphlets
 PRINT JOURNALISTS
GOAL #3
MARK SMITH

To increase awareness of Empower Parkinson, Inc. among

print journalists covering Central New York.

Objective #1:
Get four CNY journalists to cover at least three stories about Empower
Parkinson by the end of December 2023.
STRATEGY: Ensure CNY journalists understand EPI’s initiatives so they
can write substantial stories
1. Tactic: Create a LISTSERV of local CNY journalists to send
information and press releases on EPI

Objective #2:
To have at least one positive news story about EPI printed in The
Post Standard by the end of December 2023.
STRATEGY: Pitch positive story to print journalists about the mission of
EPI
1. Tactic: Connect a print journalist with EPI board (Patrick or Marlene)
over email or by phone call

Objective #3:
To have one journalist create a profile on a member of EPI in a printed
media source by the end of December 2023.

STRATEGY: Build relationship between media contacts and members

1. Tactic: Schedule interviews between media contacts and members
regarding testimonials
 BUDGET
MARK SMITH Target Audience I: Digital and Print Journalists in CNY
Tactic Material Cost Labor Cost Assigned To Tactic Total
Invite media professionals to open houses, showcasing EPI’s classes and programs $ Included in salary Marlene Reinmann
Email journalists with contact information of members (with consent) 0 Included in salary Marlene Reinmann
Create video (or utilize past) to put a visual to the story $ Included in salary Marlene Reinmann
Email journalists with contact information of members (with consent) 0 Included in salary Marlene Reinmann
Invite journalists to open house to meet members and volunteers $ Included in salary Marlene Reinmann
Newsjacking Parkinson Awareness Month to encourage local news to cover the story 0 Included in salary Marlene Reinmann
Send a press release on an update from EPI $ Included in salary Marlene Reinmann
0
Target Audience I Budget Total $
0
Target Audience II: Veterans Affairs
$
Tactic Material Cost 0 Labor Cost Assigned To Tactic Total
Create a LISTSERV of media contacts who work at the Veterans Affairs in Syracuse or $
Onondaga County $0

0 Included in salary Marlene Reinmann

Newsjacking EPI x VA event $0
Included in salary Marlene Reinmann
Personally invite media professionals to events EPI hosts throughout the year $0
Included in salary Marlene Reinmann
Graphic design and printing of pamphlets $25 Included in salary Marlene Reinmann

Target Audience II Budget Total

Target Audience III: Reporters and Anchors in CNY

Tactic Material Cost Labor Cost Assigned To Tactic Total
Create a LISTSERV of local CNY journalists to send information and press releases on EPI
$ Included in salary
Marlene Reinmann
Connect a print journalist with EPI board (Patrick or Marlene) over email or by phone call
0 Included in salary
Marlene Reinmann
Schedule interviews between media contacts and members regarding testimonials $ Included in hourly pay Marlene Reinmann
0
Target Audience III Budget Total
$
0
Included Labor Costs
Position Wage Hours/Week Semester Total (5 months)
Events & Outreach Coordinator
$46,199 20
Grad Assistant 2: Graphic Design 5 $18/hr x 5hrs/wk x 1 week = $90
Included Labor Costs Budget Total $46,199

Total Cost of Proposed Plan: $46224

Notes & Sources

Please note that all expenses, including labor costs, are estimates and may not reflect the finalized numbers.
Estimates for printing material costs were taken from the following sources:
https://printing.syr.edu/app?service=page/UserRates

https://www.webfx.com/social-media/pricing/how-much-does-linkedin-advertising-cost/#:~:text=LinkedIn%20advertising%20costs%20depend%20on,impressions%2C%20and%20%240.80%20per%20send
https://newhouse.syr.edu/academics/media-studies/funding/
IMPLEMENTATION
IMPLEMENTATION
IMPLEMENTATION
IMPLEMENTATION
 EVALUATION
As the media relations team, our tactics mostly relate to creating a
professional relationship with journalists through invitations, press
releases, emails and interviews. These tactics all further the goal of
increasing awareness about the organization. Success for some of these
can be measured by recording journalist responses and relationships
with said journalists. If media professionals visit the facility, if there is a
positive news story regarding Empower Parkinson, Inc., if journalists
become more aware of the functions of EPI, then that would show
success.
Additionally, if membership increases, if followers increase on social
media and if people from more diverse communities in Syracuse
become aware of Empower Parkinson, Inc., then that would
demonstrate success as well. Some specific ways to evaluate whether or
not we met our goal are outlined below. Additionally, it is important to
start tracking these numbers before you begin implementation to see
how effective the campaign was.
 EVALUATION
BROADCAST JOURNALISTS
Tactic: Create a listserv of local CNY journalists to send information and
press releases on EPI.
Evaluation: Number of journalists that report on the press release
When: Within two weeks of the press release being sent

Tactic: Newsjacking EPI & VA crossover event

Evaluation: Number of journalists who attend the event and cover a story
on it
When: Within two weeks of the newsjacking occurring

Tactic: Email journalists with contact information of members (with

consent)
Evaluation: Number of stories on member testimonials in broadcast news
When: Two months following the initial email with member’s contact
information

Tactic: Create video (or utilize existing videos) to put a visual to the story
Evaluation: Likes, comments and shares on story
When: Record continuously after posting

Tactic: Invite journalists to an open house to meet members and

volunteers
Evaluation: Number of journalists who attend the event
When: At the conclusion of the event
 BROADCAST JOURNALISTS
Tactic: Find a willing member and pitch their story to a local journalist
Evaluation: Number of responses from journalists regarding the story
When: Within two weeks of sending the initial email

Tactic: Newsjacking Parkinson's Awareness Month to encourage local

news to cover the story (April 2024)
Evaluation: Number of news outlets that cover EPI’s Parkinson’s
Awareness Month
When: After first week following conclusion of Parkinson's Awareness
Month

VETERANS AFFAIRS
Tactic: Newsjacking EPI & VA event
Measurement: Number of stories or press releases written about EPI on
the VA website
When: Within two weeks of the newsjacking email being sent out

Tactic: Personally invite media professionals to events EPI hosts

throughout the year
Measurement: Number of media professionals from the VA who attend the
open events
When: Record attendees after each event that is open to the media

Tactic: Graphic design and printing of pamphlets to be distributed

Measurement: Survey that records how people found out about EPI
When: Members fill out survey upon registration, non-members may fill out
survey on website upon attending the event
 PRINT JOURNALISTS
Tactic: Personally invite media professionals to open houses, showcasing
EPI’s classes and programs
Measurement: Number of media professionals who attend
When: Record attendees after each event that is open to the media

Tactic: Connect a print journalist with EPI (Patrick or Marlene) over email or
by phone
Measurement: Number of online or print stories written about EPI
When: Within a month of connecting journalists with EPI

Tactic: Schedule interviews between media contacts and members

regarding testimonials
Measurement: Amount of stories written and published about member
testimonials
When: Within a month of the media and members meeting or connecting
MARK SMITH

Team #4: Social Media

and Website
Karelys Gordon, Olivia Lieberman,
Leila Zahedi
 AUDIENCE PERSONA
PARKINSON'S PATIENT

MARK SMITH
BOB BAKER

Male, 60 years old

Income: $60,000
Location: DeWitt, NY
Employment: Unemployed (Retired Teacher)

Bio

Bob was diagnosed with Parkinson's disease at the age of 59. When
researching Parkinson's online after his diagnosis, he came across
Empower Parkinson, Inc.'s website and was immediately interested in its
programs. He has attended boxing classes two times a week for the past
three months and already feels better. He is married and his wife is his
primary caregiver. He wants to do everything he can to stay healthy in
order to see his grandchildren grow up, and his family supports him in
going to Empower for help. Since attending Empower's programs, Bob has
learned more about how to deal with his diagnosis and loves the
community that the organization has given him. He loves that he is able to
access information about Empower online, but wishes there was an easier
way to book classes directly from the website.

Goals and Motivations Preferred Media Channels

Newspapers
Involvement in physical activity
TV news
An easy way to find out about

EPI's services (book classes, Facebook

Frequent Usage

event schedules, etc.)

 AUDIENCE PERSONA
VETERAN

MARK SMITH
VANCE VOSS

Male, 50 years old

Income: $65,000
Location: Liverpool, NY
Employment: Volunteer at the local VA

Bio

Vance was diagnosed with Parkinson's disease at an early age, 50. Vance
served in the U.S. military for 17 years and suffered physical and mental
trauma while overseas. Once back on domestic soil, Vance visited the local
Liverpool Veteran's Association where he shared his diagnosis with his
mentor, but failed to receive any guidance or resources. Because he lives in
Liverpool, Vance was already aware of Rock Steady Boxing's presence in
the community, but never made the connection it had to Parkinson's
disease. He has always been athletic, and the logo of Rocky Steady Boxing
intrigued him so he ventured inside to find out more about the
organization. Once learning that it specifically helps patients with
Parkinson's disease, he signed up for his first class and is excited to attend
and form connections with other patients and veterans.

Goals and Motivations Preferred Media Channels

Instagram
Physical outlet where he feels

accepted TikTok

A clear path on how to cope with his

Facebook
Frequent Usage
diagnosis

In search of a motivational PT
 AUDIENCE PERSONA
FRIEND

MARK SMITH
FAITH FOSTER

Female, 52 years old

Income: $28,000
Location: Manlius, NY
Employment: Retail Associate at Boutique

Bio

Faith is a vivacious 52-year-old woman from Manlius, New York. She works at a
chic boutique and loves fashion, but her real passion is her two cocker spaniels,
Sugar and Spice. Faith is happily married to her husband, a successful lawyer,
and they have no children. Faith's best friend from college was recently
diagnosed with Parkinson's disease, and she wants to be a strong support system
for her friend. She values giving back to the community and donates a portion of
her income to charity, including organizations that support Parkinson's research
and awareness. One day while scrolling on Facebook, Faith stumbled upon a post
about Rock Steady Boxing and was intrigued. She followed the link and
discovered Empower Parkinson, Inc., where she found a community of people
who share her values and passion for helping others. Faith is now a current and
consistent donor to EPI and is a dependable best friend, determined to help
spread Empower Parkinson, Inc.'s mission.

Goals and Motivations Preferred Media Channels

A way to donate directly to the Instagram

Frequent Usage

organization
Vogue App
A way to meet other friends and
Facebook
donors
 AUDIENCE PERSONA
DOCTOR

MARK SMITH
DIANA DAVIS

Female, 45 years old

Income: $135,000
Location: Fayetteville, NY
Employment: General Practitioner at VA Medical Center

Bio

Diana is a general practitioner at the VA Medical Center in Syracuse. She

graduated from SUNY Upstate Medical University and decided to stay in Central
New York to focus on the veteran community due to the fact that her father is a
veteran. Recently, Diana has seen an increase in Parkinson's disease diagnoses
among the veteran population. She has seen how taking medicine causes long-
term side effects for patients with Parkinson's disease and is interested in finding
out ways to recommend alternative or complementary treatments. Diana cares
greatly about helping the community, and along with her work at the VA Medical
Center, she volunteers twice a month at The Samaritan Center.

Goals and Motivations Preferred Media Channels

A way to find out about new medical Instagram

treatments
LinkedIn
Information about EPI and its

services Facebook

Research and knowledge to back up Medical Journals/News

exercise as a form of therapy

 AUDIENCE PERSONA
STUDENT REPORTER

RENÉE REED
MARK SMITH

Female, 21 years old

Income: $0
Location: Ridgewood, NJ
Employment: BDJ Student at Syracuse University

Bio

Renée is a rising junior at Syracuse University who is passionate about health

care journalism. She wants to succeed in the broadcast and journalism industry
and become a national news anchor. Renée's grandmother was diagnosed with
Parkinson's disease 15 years ago. Renée has seen her grandmother's physical,
mental and emotional health deteriorate since her diagnosis. Since then, Renée
has been drawn to health care journalism and has made it her mission to
research Syracuse events and health care related stories to help those in need.
She is a reporter for Syracuse University's Citrus TV and wants to research new
health care resources in the area to promote in her next on-air story. She
participated in the OttoTHON Dance Marathon last year and has also helped
raise money for Upstate Golisano Children's Hospital.

Goals and Motivations Preferred Media Channels

To report on current events and

Instagram
stories taking place in Central New
Twitter
York area for Citrus TV.

A personal connection with the Snapchat

stories she reports. Subscription to New York Times

 GOALS & OBJECTIVES
Related Audiences: Current member, potential
member, veterans and friends/family/caretakers

GOAL
MARK#1
SMITH

Help Empower Parkinson, Inc. gain visibility and

recognition in the Central New York area, specifically
through social media (Facebook and Instagram) and online
platforms (website).

Objectives:
Increase the amount of CNY citizens by 5% that follow Empower
Parkinson, Inc. on social media (Facebook and Instagram) by
December 2023.
Increase the number of Parkinson's patients and/or their caregivers
in CNY that learn about Empower Parkinson, Inc.'s services through
social media by 5% by December 2023.
Increase Instagram and Facebook metrics by 5% (likes, shares and
comments) on Empower Parkinson, Inc.’s social media platforms by
December 2023.
Increase CNY citizens’ engagement (visits and clicks) to the website
by 5% by December 2023.
STRATEGIES:
Implement Empower Parkinson, Inc.’s mission and vision on the
website and social media platforms.
Implement personal stories of members on social media.

TACTICS:
Direct storytelling: Seek out and interview four EPI members per
month to promote their personal stories on social media.
Call to action: Use professional videos throughout social media to
get CNY citizens' attention.
Launch #MyEPIcStory: A social media campaign to tell stories about
Parkinson's patients and their journeys.
Create a form to allow members to submit stories to be featured
on the website.
Add a website page/Instagram or Facebook story highlights to
allow stories to remain public over time
 GOALS & OBJECTIVES
Related Audiences: Doctors, nurses and
physical therapists
MARK SMITH
GOAL #2
MARK SMITH
Help Empower Parkinson, Inc. gain more recognition within
the health care industry, such as nurses, doctors, physical
therapists and hospitals in Central New York.

Objectives:
Increase by 5% the amount of Parkinson patients who come to
Empower Parkinson, Inc. with a doctor’s referral by December 2023.
Increase by 10% the amount of nurses, doctors and physical
therapists who know about Empower Parkinson, Inc.'s services and
programs by December 2023.
STRATEGIES:
Host educational webinars and/or conferences where health care
professionals can learn about Empower Parkinson, Inc. and its
services/ programs.
Invite health care professionals to tour the Empower Parkinson, Inc.
facilities and learn about the benefits of exercise as treatment for
Parkinson's disease.
Provide a tab for health care industry professionals on Empower
Parkinson, Inc.'s website to list information about EPI's services,
programs and benefits of the services/programs for Parkinson's
patients.

TACTICS:
Create a Q&A section in the “Doctors” or “Health Care
Professionals” tab of Empower Parkinson, Inc.'s website.
Host a tour dedicated to health care professionals to show
programs In action.
Have one to two EPI members give the tour for a more personal
approach.
Create a social media “highlight” for doctors or health care
professionals with quick facts and statistics related to exercise as a
form of treatment for Parkinson's disease.
 GOALS & OBJECTIVES
MARK SMITH
Related Audiences: Journalists and media outlets

GOAL #3
MARK SMITH

Have Empower Parkinson, Inc., promote its services and

programs through local media channels in Central New
York.

Objectives:
Increase by 5% the amount of CNY citizens who visit (tour facilities)
Empower Parkinson, Inc. come from news media channels by
December 2023.
Increase by 5% the amount of CNY citizens who join Empower
Parkinson, Inc. from news media channels by December 2023.
Increase by 5% the amount of local media coverage of Empower
Parkinson, Inc. by December 2023.
Have five interviews with local media journalists about Empower
Parkinson, Inc., its services and programs by December 2023.
STRATEGIES:
Send fact sheets to local media channels to draw attention to
Empower Parkinson, Inc.
Invite local media news channels and journalists to Empower
Parkinson, Inc.’s activities or fundraisers.
Get five to seven Empower Parkinson, Inc. members and/or Board of
Directors to volunteer for media coverage.
Reach out to five to 10 local media journalists for news broadcast
opportunities.

TACTICS:
Gather information and statistics for fact sheets.
Direct storytelling: Seek out and interview two clients and two
Board of Directors members who will share their stories with the
media.
Promote #MyEPIcStory on News Channels: include the hashtag in
news articles or broadcasts.
Call to action: Use the professional videos in interviews and media
coverage.
Create a form for visitors and new members to share how they
heard of Empower Parkinson, Inc. and its services.
BUDGET
 GOAL #1:
TACTIC
MARK SMITH #1 MOCK-UPS

Lorem ipsum dolor sit amet,

consectetur adipiscing elit, sed do

eiusmod tempor incididunt ut

labore et dolore magna aliqua. Ut

enim ad minim veniam, quis nostrud

exercitation ullamco laboris nisi ut

#MyEPIcStory

aliquip ex ea commodo consequat.

Duis aute irure dolor in

reprehenderit in voluptate velit

esse cillum dolore eu fugiat nulla

pariatur. Excepteur sint occaecat

cupidatat non proident, sunt in

culpa qui officia deserunt mollit

anim id est laborum.

Bob Baker
60 years old
Diagnosed at 59
Favorite Instructor: Kat Bombard
 GOAL #1:
MARKTACTIC
SMITH #2 & #3
MOCK-UPS

Use videos that are already

provided:
https://www.thenewshouse.com/o
ff-campus/inspiration-and-hope-
through-rock-steady-boxing/

#MyEPIcStory

#MyEPIcStory EPI Team Classes Instructors Fast Facts Rock Steady In The News
Boxing
 GOAL #2:
TACTIC #1 + #2
MARK SMITH

MOCK-UPS
 GOAL #2:
TACTIC #3
MARK SMITH

MOCK-UPS
 GOAL #3:
TACTIC
MARK SMITH
#1
MOCK-UPS
 GOAL #3:
TACTIC
MARK SMITH
#2 + 3
MOCK-UPS
To: EPI Listserv
From: Patrick (empowerparkinson@gmail.com)
Subject: Media Opportunities

Hi all,

As a part of our efforts to increase awareness around Empower Parkinson, Inc., we are
planning to reach out to media outlets to hopefully get our story on the air. Because we
want to create a personal and emotional connection with the audience, we are asking for
volunteers who would be willing to talk with the media and share their story. We are
hoping to have at least four people participate in interviews with journalists by the end
of this year. If you are interested in being one of these volunteers, please RSVP to this
email and let us know. Thank you so much and we look forward to seeing you soon!

Best,
Patrick, Meaghan and Marlene

#MyEPIcStory
 GOAL #3:
TACTIC
MARK SMITH
#4
MOCK-UPS

Link to videos:
https://www.thenewshouse.com/o
ff-campus/inspiration-and-hope-
through-rock-steady-boxing/
 IMPLEMENTATION
CARE PARTNER PRESS RELEASE
 IMPLEMENTATION
CARE PARTNER PRESS RELEASE
 EVALUATION
GOAL #1
Tactic #1: Direct storytelling: Seek out and interview four members per
month to promote their personal stories on social media.
Measurement: Signups on Google Form
When: Three days before the day of the social media post

Tactic #2: Call to action: Use professional videos throughout social

media to get CNY citizen's attention.
Measurement: Number of likes, shares, comments and impressions
When: By the end of the campaign

Tactic #3: Launch #MyEPIcStory: a social media campaign to tell stories

about Parkinson's patients and their journey.
Measurement: Number of shares, comments and impressions
When: Within three months after the launch of the campaign
 EVALUATION
GOAL #2

Tactic #1: Create a Q&A section in the “Doctors” or “Health Care

Professionals” tab of Empower Parkinson, Inc.'s website.
Measurement: Page views
When: Within three months after the launch of the campaign

Tactic #2: Host a tour dedicated to health care professionals to show

programs in action. Have 1-2 EPI members give the tour for a more
personal approach.
Measurement: Signups on Google Form
When: Two days before each tour

Tactic #3: Create a social media “highlight” for Doctors or Health Care
Professionals with quick facts and statistics related to exercise as a
form of treatment for Parkinson's disease.
Measurement: Instagram analytics (story views, likes and replies)
When: Within three months after the campaign launch
 EVALUATION
GOAL #3
Tactic #1: Gather information and statistics for fact sheets.
Measurement: Articles published or broadcast with information from
fact sheets.
When: By the end of the campaign

Tactic #2: Direct storytelling: Seek out and interview two members and
two Board of Directors members who will share their stories with the
media.
Measurement: Email replies for volunteers
When: By the end of the first month of the campaign

Tactic #3: Promote #MyEPIcStory on News Channels: include the

hashtag in news articles or broadcasts.
Measurement: Articles or broadcasts with the #MyEPIcStory hashtag
When: Within three months after the launch of the campaign

Tactic #4: Call to action: Use professional videos in interviews and

media coverage. Create a form for visitors and new members to share
how they heard of Empower Parkinson, Inc. and its services.
Measurement: Sign-ups on Google Form
When: By the end of the campaign
 PUBLICITY TACTICS FOR
PARKINSON'S
MARK SMITH DISEASE
AWARENESS MONTH
Tulip Festival: Tulips are a symbol of Parkinson's disease awareness
and are often used in fundraising efforts. A Tulip Festival could be
hosted, where participants can come and enjoy a beautiful display of
tulips, purchase tulip bulbs or arrangements, and learn more about
Parkinson's disease.

Mural Project: Reach out to local artists and community members to

create a mural or series of murals that depict the experiences of those
living with Parkinson's disease. This can be a great way to start a
conversation and raise awareness in the community.

Host a Film Screening: Screen a film or episode of a show that

showcases Parkinson's disease. This can be both attention grabbing and
informative! Example could be an episode of the new hit AppleTV show,
"Shrinking," where one of the main characters is diagnosed with
Parkinson's and learns how to cope with his situation.
 THANK YOU
FOR WORKING WITH US!

PRL 425 LOVES EMPOWER

PARKINSON, INC.