Crisis Center of East Alabama campaign

Crisis Center of

East Alabama Public Relations Campaigns

Fall 2011

Izzy Hortman, Gabrielle Hoyt, Carly Knowles, Paige Robinson, Sam Solomon

College of Liberal Arts | Department of Communication and Journalism

217 Tichenor Hall

Auburn University, AL 36849

Ms. Lyle,

Thank you for giving us the opportunity to work on a campaign for Crisis Center of East Alabama.

Our group is grateful for your willingness to answer emails at odd times and work around our busy

schedules.

We hope that this campaign will bring CCEA more awareness in the community. We are confident

that our tactics, if implemented, will help reach CCEA’s goals of an increase in awareness,

volunteers and strategic alliances.

Thank you again for giving us this opportunity to gain experience in public relations. We are certain

that this experience has helped us grow as students and as future public relations professionals.

We wish you and CCEA the best of luck in the future! Please keep us updated on the successes of the

organization.

War Eagle!

Izzy Hortman 706-331-7614 [email protected]

Paige Robinson 256-750-0567 [email protected]

Gabrielle Hoyt 602-620-6300 [email protected]

Sam Solomon 678-469-8520 [email protected]

Carly Knowles 256-655-1589 [email protected]

Table of Contents

Executive Summary ....................................................................................................................................... 1-2

Introduction .......................................................................................................................................................... 3

Research ........................................................................................................................................................... 4-18

Client Analysis .................................................................................................................................................... 4

Situation Analysis ...........................................................................................................................................10

Publics Analysis ...............................................................................................................................................16

Planning ........................................................................................................................................................ 19-24

Implementation ........................................................................................................................................ 25-57

40th Anniversary Press Release .................................................................................................................25

Partnership Opportunity Press Release ................................................................................................27

Volunteer Press Release ...............................................................................................................................29

Donation Press Release ................................................................................................................................31

General Awareness Email Press Release ...............................................................................................33

Logo Design .......................................................................................................................................................35

Brochure .............................................................................................................................................................37

Business Card ...................................................................................................................................................39

Facebook Page .................................................................................................................................................41

Twitter Page ......................................................................................................................................................44

Website ...............................................................................................................................................................47

Evaluation ........................................................................................................................................................... 58

Appendix ....................................................................................................................................................... 59-75

Appendix A: Media List .................................................................................................................................59

Appendix B: Auburn University Partnership List ..............................................................................62

Appendix C: Local Partnership List .........................................................................................................64

Appendix D: Survey ........................................................................................................................................66

Appendix E: Website Instructions ............................................................................................................67

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EXECUTIVE SUMMARY

Public Relations Campaigns is a capstone course for public relations majors in the

department of communication and journalism in the College of Liberal Arts at Auburn

University. The course is designed for students to showcase all the public relations skills

learned throughout previous coursework in the public relations major. The class, taught by

Dr. Lauren R. Smith, was divided into four small groups of senior public relations majors.

Each group was assigned a client on which to complete a campaign.

Crisis Center of East Alabama (CCEA), a nonprofit 24-hour crisis hotline, was

assigned to the group consisting of Izzy Hortman, Gabrielle Hoyt, Carly Knowles, Paige

Robinson and Sam Solomon. Although founded in 1972, CCEA has struggled to have an

identity in the community in which it serves. The group’s contact was Sarah Lyle, a board of

directors member of CCEA and doctoral student in clinical psychology at Auburn

University. Lyle guided the group to discover the goals CCEA hoped would be accomplished

by the campaign.

After analyzing the current state of the client, the situation and the publics which CCEA

wishes to reach, the group identified three main goals for CCEA:

1. Increase awareness of CCEA in the community.

2. Increase number of volunteers who answer phone calls.

3. Form strategic alliances with local resources.

These goals focused on improving the three areas in which CCEA was lacking.

After research was completed, the group decided on several tactics that could

accomplish CCEA’s goals. These tactics included press releases, a website, a logo, printed

material and social media tactics.

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The group hopes these tactics will help CCEA have more visibility to the residents of

East Alabama and assist them in serving the community. The group hopes that by the end

of 2012 CCEA will have a 50 percent recognition in the community, 20 consistent

volunteers and alliances with various Auburn University departments and East Alabama

offices provided.

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INTRODUCTION

Mission

The mission of Crisis Center of East Alabama (CCEA) is to provide a local crisis resource

and support hotline for East Alabama residents. This local hotline is especially helpful for

those suffering from mental crises because volunteers can not only assist in immediate aid,

but also refer callers to local resource centers where the caller can receive more help after

his or her phone call.

About CCEA

CCEA was founded 40 years ago in Lee County. The organization was established through a

donation from an area family after losing a family member to suicide. United Way is a

supporter of and main fiscal contributor to CCEA. In addition to providing a hotline for

suicide, volunteers at CCEA will talk to callers about any sort of crisis they may be

experiencing, including: rape, domestic violence, unplanned pregnancy, depression, anxiety

and many more. Also, CCEA can help link callers to other helpful resources and

organizations in the area. CCEA can be reached at 334-821-8600.

What Can This Campaign Do for CCEA?

By using the materials and instructions found in this campaign, CCEA should be able to

vastly increase awareness of its organization and hotline in East Alabama, increase its

number of volunteers and form partnerships with local resources, departments and

doctors’ offices. In addition to these goals, by implementing this campaign, CCEA may be

able to receive more funding from United Way and other organizations.

Research

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CLIENT ANALYSIS

In this campaign the group will be addressing three main problems of Crisis Center of

East Alabama (CCEA): lack of awareness, lack of volunteers and lack of strategic alliances.

CCEA had considered eliminating its services, but United Way believes this local resource is

essential to East Alabama and believes in the service CCEA provides. However, to maintain

funding to CCEA, United Way is pushing the organization to grow in awareness and

volunteers. The group believes addressing these three issues will bring about resolution

between CCEA and United Way, benefiting the lives of East Alabama citizens for years to

come. See the outline below:

I. Three main goals:

a. Increase awareness.

i. CCEA needs a completely new website. Its current website has no

visibility or search engine optimization (SEO) tactics implemented.

ii. Currently CCEA has no literature. CCEA needs brochures, business cards

and more to increase brand awareness.

iii. More awareness yields a higher number of callers, giving CCEA the

opportunity to help more East Alabama residents.

b. Increase volunteers.

i. CCEA needs more volunteers to truly be a 24-hour support for those in

crisis.

ii. With more awareness will come more callers; therefore, more volunteers

are needed to meet an increased demand.

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iii. This could be achieved by more awareness and a call for volunteers

through press releases and other traditional public relations tactics.

iv. Additionally, volunteers could be obtained through relationships with the

department of psychology in the College of Liberal Arts. Students could

use CCEA as a means for extra credit, clinical hours and work experience.

c. Build strategic alliances.

i. As mentioned above, CCEA could benefit from a relationship with

departments in Auburn University. In addition to the department of

psychology, relationships with the College of Education counseling

program, College of Liberal Arts social work program and School of

Nursing could be beneficial.

ii. Student Counseling Services (SCS) provides long-term assistance while

CCEA offers immediate help. SCS and CCEA could work together by

referring clients to each other. When SCS is closed for nights and

weekends, doctors can refer clients to CCEA for immediate help. CCEA

could also suggest that student callers make an appointment with SCS to

further discuss mental health problems.

iii. CCEA does not have any partnerships with health clinics, mental health

clinics or other organizations in East Alabama. Relationships with these

organizations can provide the same mutual benefits as listed above.

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CCEA’s current focus is suicide prevention in East Alabama through a 24-hour

hotline. However, they accept all phone calls from people in crisis. They do this through a

24-hour hotline with a Lee County number, 334-821-8600.

CCEA was founded in 1972, making this coming year, 2012, the center’s 40th

anniversary. CCEA was founded after a young Lee County man committed suicide. His

family donated money in his honor to create a local resource for other residents of East

Alabama who were struggling with mental health issues, especially suicidal thoughts.

According to CCEA’s current board of directors, CCEA flourished as an exceptional resource

for residents for the first decade of its existence. However in recent times CCEA has been

struggling for volunteers, funding and callers (likely due to lack of awareness). CCEA

currently only has three volunteers and claims to receive approximately 100 calls per

month. Through this campaign it is the client’s hope to not only return to the success of

previous years, but to also expand services to help even larger numbers of East Alabama

residents with a broader range of psychological illnesses.

The main goal of CCEA is to be a recognizable outlet for East Alabama residents in

need of immediate help with mental health crises. CCEA defines the main issue as lack of

awareness, thus making the main public relations goal increase publicity, funding and

volunteers. The current training process is 40 hours; however, CCEA would like to

streamline training to be less of a time commitment. They also want to overcome internal

barriers by having a unified vision for the future of the organization. Simply put, they want

help in finding what they do, who they want to be and how they get there. It is CCEA’s

responsibility to identify its value and mission statement, but the group’s responsibility to

equip them to accomplish the goals through public relations efforts.

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No visible public relations efforts have been made; however, the board of directors

said the Opelika-Auburn News has, on occasion, published articles on the center. CCEA

currently has no literature and basically no online presence. If they have attempted before,

it did not last because nothing can be found on the organization. In an organization run

solely by volunteers and donations, public relations should be of utmost concern, but right

now it plays no role in the organization. Public relations should be a vital concern for CCEA

because without awareness they will not receive any calls or volunteers. Without calls and

volunteers, the organization will have no purpose. Additionally, nonprofit organizations are

funded by local donations, which will not be acquired without public relations efforts such

as: donation letters, brochures, flyers, fundraising events and more. Additionally, donors

will not financially support an organization that does not have perceived credibility.

CCEA has a simple internal structure. The center has a six-member board of directors.

Members are:

Sarah Lyle, M.S. in counseling psychology: doctoral candidate at Auburn University

in clinical psychology

Ann Marie DelSignore, B.S.: doctoral candidate in counseling psychology at Auburn

University. DelSignore works as a senior staff clinician at Student Counseling

Services.

Doug Hankes, Ph.D. in counseling psychology: director of Student Counseling

Services.

Esther Williams, M.Ed., LPC

Alice Buchanan, Ph.D. in kinesiology: associate professor in the department of

kinesiology in the College of Education at Auburn University.

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Sheryl Smith: counselor at Wright’s Mill Road Elementary School.

The board wants to add two to four new members to its board. They prefer the new

additions be doctoral students seeking Ph.D.’s in clinical psychology or counseling

psychology.

The only paid CCEA worker is Doug Reardon who serves as a phone counselor. Reardon

answers the most calls and reports statistics back to the board of directors. Two board

members work with Student Counseling Services (SCS) at Auburn University, and the

group views this as an opportunity for a strategic alliance. For instance, SCS can promote

CCEA on its website as a 24-hour hotline, and then CCEA can refer its callers to SCS. There

are several other strategic alliances the group sees as beneficial to CCEA, which will be

discussed later in the report. Because of how many board members are faculty or students

at Auburn University, the group sees this as a chief opportunity to not only seek volunteers

from students, but to promote the organization around the campus.

The actual center where phone calls are received is unknown to anyone who is not a

phone counselor, including most members of the board. The location is undisclosed to both

callers and the general public for the safety of the volunteers. However, the group has been

informed that the current location is not in an ideal location and becomes a safety issue

itself for the volunteers. Sources even go as far as calling the location “nasty.” Funding for a

new location could be a later focus for use of donations.

One problem among the board is the division in thought. Several members of the board

were involved with CCEA when it was very successful. They are in the mindset that things

should go back to the way they used to be. However, the newer members of the board see

CCEA going forward in a new direction. These different viewpoints create tension among

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its members. Additionally, the board has difficulty meeting due to busy schedules, and does

not adhere to a set schedule of monthly meetings.

A budget for the public relations effort has not been determined. It has been expressed

that money could be and would be allocated toward a campaign. CCEA has expressed its

consent to fund a web domain name and printing costs for publicity materials.

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SITUATION ANALYSIS

The Problem:

Crisis Center of East Alabama (CCEA) has dealt with lack of awareness and

volunteers for quite some time. A lack in volunteers is present because of a lack of

awareness, and a lack of awareness is present because of a lack in volunteers. It is a

problematic cycle.

The problem started in the 1990s when the Internet and technology became

commonplace. Technology became prevalent, and CCEA has had trouble keeping up ever

since. There are national suicide and crisis hotlines in addition to well-known hotlines in

bigger cities like Birmingham and Mobile.

A problem lies in CCEA’s relationships with other organizations. CCEA is not linked

to organizations in East Alabama that deal with mental health and other crises. CCEA

should have relationships with local mental health and crisis resources such as the Student

Counseling Services at Auburn University, Women’s Hope Medical Clinic, East Alabama

Medical Center and others. These organizations could have pamphlets and materials about

CCEA in their offices as well as CCEA’s phone number on their websites. CCEA could in turn

have links to these local resources on its website. Also, the organization used to work with

the department of psychology at Auburn University, but it no longer does. The reasons this

partnership no longer exists were not made clear to the group. Overall, CCEA has not built

mutually beneficial relationships in the community.

The group does not know the organization’s mission statement, but we do know

that they want to provide counsel and active listening for those in immediate crisis in East

Alabama.

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Board members, volunteers and especially those in crisis are most affected by

CCEA’s problems. If the problem is not fixed, it will eventually force CCEA to shut down,

making it unable able to complete its mission.

The organizational leaders are aware that this situation is a true problem, but they

are looking at it positively. Most of the board members see it as a chance for improvement

and growth, but some are resistant to change. Those members that are resistant to change

also considered shutting down CCEA all together, but United Way believes CCEA is an asset

to the community and wants it to continue its services. United Way also wants to see

positive change in order to continue funding. United Way wants to see CCEA make an effort

to increase awareness.

CCEA has not done any research according to the board of directors. The group has

done some preliminary research on the target audience. The group conducted a survey (see

Appendix D) that questioned mostly Auburn University students. When asked if they had

heard of a local (Lee County) crisis hotline, 12.5 percent said yes and 87.5 percent said no.

When asked if they would use a local hotline, 56 percent said yes and 48 percent said no.

When asked if they knew someone who would use a local crisis hotline, 66.7 percent said

yes and 33.3 percent said no. These results show that CCEA could potentially have a large

increase in the amount of callers if awareness is increased and also if it markets to crises

other than suicide.

The board never indicated to the group exactly what tactics they wanted to use, so

the group is using tactics that we see as the most helpful to meet the goals of increased

awareness, volunteers and partnerships.

Internal Environment:

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The communication resources currently available at CCEA include a telephone, dial-

up Internet and a computer without a printer.

The younger members of the board are willing to change and move forward, but the

older members are more resistant to change. It was indicated to the group that some of the

older members are living in the “glory days” of CCEA.

CCEA’s situation is hindering its service from being used as widely as possible. The

quality of service being provided is determined by one man, Doug Reardon, who is the only

person who receives a salary from CCEA. He turns in a log of all calls received every month

to the board.

The quality of service has not necessarily deteriorated that the group is aware of,

but the amount of service given to those in need has greatly decreased. The benefit of the

service CCEA provides is that it is a local hotline. CCEA knows what is going on in East

Alabama and is aware of facilities and organizations in the area that can help individuals in

crisis. The disadvantage is that CCEA does not have the technology and resources of other

crisis hotlines.

The group believes the only the thing that sets CCEA apart from the competition is

locality. The group hopes the campaign will increase CCEA’s impact by increasing

awareness and volunteers. If CCEA chooses to implement the campaign, it should see great,

positive change over the next year.

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External Environment:

The external environment is somewhat competitive. There are many options for

crisis hotlines in the U.S., but the group believes that if people were made more aware of

CCEA, it would be able to compete with the bigger organizations. Some of the organizations

that compete with CCEA include the Crisis Center of Birmingham, Teen Link of

Birmingham, Kids Help Line of Birmingham, Senior Talk Line of Birmingham, Helpline of

Mobile and the National Suicide Prevention Lifeline. These crisis centers and hotlines are

competition to CCEA because they are much more well-known in the state. Their websites

also contain resources, links to other websites and lists of local treatment centers that can

be helpful to the community. CCEA does not currently have a searchable website with crisis

information or links to resources.

The group does not know any hard numbers on the competition’s performance

levels, but from looking at their websites, it appears that they have more support, more

funding, more volunteers and better implemented technology. Their reputations seem to

be good, especially the National Suicide Prevention Lifeline. Its resources include modern

websites and 1-800 numbers. The group assumes it has more volunteers and funding than

CCEA.

The competition does not offer anything that CCEA is not capable of offering in the

future. The group has not seen signs of major change in the competition over the past three

years. Also, as far as the group knows there are no groups or organizations that want to

hinder or shut down CCEA.

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SWOT Matrix: Weakness-Opportunity

Strength Weakness

Opportunity Threat

The group agrees that we have been presented with a weakness-opportunity

strategy. CCEA has many weaknesses that we feel we can improve upon. The first weakness

is a lack of awareness. CCEA’s public relations efforts have been very minimal. It has made

business cards, but they have not been updated in years, had a few articles written in local

newspapers and have a very simple, but unsearchable website. The second weakness is its

lack of volunteers. CCEA only has about three volunteers and one employee that work at all

times to ensure that the hotline is a 24-hour service. The final weakness is a lack of

strategic alliances. Many of the board members are affiliated with departments on campus

that could be beneficial alliances for CCEA. There are many alliances that can be easily

accessed, but are not utilized.

With weakness comes opportunity, and CCEA has many opportunities and a lot of

potential for improvement. A way the group can help generate more volunteers is by

condensing the training program from 40 hours, reaching out to psychology graduate and

undergraduate students and by creating awareness in the community. CCEA’s lack of

awareness can be a great opportunity for the group to help CCEA become recognized in the

community. The group can create pamphlets, a logo, a better website, press releases and

many other public relations efforts. Finally, the group can help CCEA reach out and build

relationships with potential alliances and utilize resources that can benefit them. There are

many departments on Auburn University’s campus that CCEA can partner with to reach out

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to students and others in the community. These strategic alliances will benefit CCEA and

the community. The resources that could be utilized could include an organization that

would be willing to donate an updated computer.

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PUBLIC ANALYSIS

The target public is any person in the East Alabama area that is dealing with mental

health issues or is in some sort of crisis, as well as anyone who may know someone who is

in a crisis situation. In our survey we found that only 12 percent of the East Alabama

population has heard of a local crisis hotline. Since CCEA has not done any public relations,

it does not have an image and is not well-known. CCEA does not have a good or bad

reputation because it is not well-known enough for people to be talking about CCEA in a

positive or negative way. The group plans to create an image for CCEA.

The public does not have a specific attitude toward CCEA, but once they hear about

CCEA they wonder why they have never heard of the organization before, especially since it

has been around for 40 years. This may create a negative attitude towards CCEA because

some people may have needed or known someone who needed help at some point and did

not know contacting CCEA was a viable option. In the group’s survey 56 percent of people

said they would use CCEA’s services, and 68 percent of people said they knew someone

who would use CCEA’s services. According to the group’s survey the public recognizes a

need for CCEA’s services, but the issue, again, is awareness.

CCEA has tried a few communication strategies over the past 40 years. CCEA has had

a few articles written about its services in local newspapers. It has an Earthlink website,

and it has had business cards and fliers printed with the hotline number on it. Because only

12 percent of the population knows about CCEA, yet it has been around for 40 years, this

leads the group to believe that the communication strategies have not been successful. The

website is very hard to find, and it is not visually appealing. The website has no information

on the different crises CCEA can help with so people can not try to identify their issues

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before calling. The website is not very informative, and it is very difficult to find because it

is an Earthlink website. It is almost impossible to track down online using large search

engines like Google. The main issues are CCEA’s lack of involvement with the public,

partnering with other local crisis organizations and a general lack of awareness.

The public is not involved with CCEA. CCEA provides a 24-hour hotline and only has

three volunteers. The lack of awareness and the lack of public involvement also means

there is a lack of people willing to volunteer. Lack of awareness does not only affect the

number of callers, but also the number of volunteers and donations. Twelve percent of

people know there is a local Lee County area crisis hotline.

The previous public relations efforts include a few articles, business cards, fliers and

the Earthlink website. The second issue is that there is no way to survey people who call to

try to find out how they heard about CCEA because the publics are in distress, and it is not

appropriate to ask. As previously mentioned, the website has severe flaws that prohibit it

from being an effective tool. Most of these efforts have not been successful because CCEA

has not executed these efforts in the appropriate ways. Over the years CCEA’s number of

volunteers and phone calls have greatly decreased, and this could be because of the lack of

public relations efforts. If only 12 percent of people know that a local crisis hotline exists, it

does not necessarily mean the public knows about CCEA. Therefore, any public relations

efforts made in the past have not been successful.

The main benefit of a local suicide hotline is that the volunteers working have the

ability to recommend local resources to someone calling. The volunteers have access to and

knowledge of local facilities, resources and therapy centers. In the near future CCEA could

hold types of events that make the local community aware of crises that happen. It could

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not only benefit people in need of services in the community, but CCEA can help inform and

educate locals.

CCEA’s target audience is very broad and cannot be specifically defined because of

the nature of CCEA’s mission. Because a crisis is fluid and can happen to any person at any

moment it is hard to know how the publics would preferred be informed, who the publics

specifically are and many other factors that are a part of a traditional publics analysis. At

this time we do not have enough information or the ability to research information about

our publics, as it is an anonymous hotline.

Planning

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STRATEGY

The strategy the group has chosen for the campaign is weakness/opportunity. CCEA’s

main weaknesses are lack of awareness, lack of volunteers and lack of strategic alliances

with local resources. Opportunity lies in that CCEA is a nonprofit organization with no

competition locally. After research, it is evident these goals can be reached through

traditional and new public relations tactics. Through press releases, social media, a new

website and more, the goal of converting the weaknesses to strengths will be achieved. The

group chose to use a variety of communication outlets for CCEA. CCEA’s publics can be

anyone from a young child, to a college student to an elderly person. The group is utilizing

traditional outlets like newspapers and TV stations (which press releases will be sent to),

brochures in local offices and business cards. New outlets that will be utilized include a

website, Facebook page and Twitter page, so all publics can be reached.

I. Goal 1: To create general awareness of CCEA’s services to the community.

a. Objective: Throughout the research, it is evident that CCEA is not a

recognized resource in the community. In order for CCEA to be efficient and

fulfill the goal of reaching those in need, CCEA needs to be a household name.

East Alabama residents need to know this resource is available for it to be

utilized. In our survey, only 12 percent of respondents knew about CCEA. The

goal is to increase awareness of CCEA by East Alabama residents to 50

percent by the end of 2012.

b. Tactics to achieve this goal:

i. General awareness email press release

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1. This release provides general information about CCEA. After

completing the public survey, it became evident that general

awareness of CCEA’s existence was low. This release would

give information about the services provided, mission of the

organization and how to contact CCEA.

ii. 40th anniversary press release

1. The year 2012 will be a very exciting year for CCEA as they

celebrate 40 years of serving East Alabama. This release would

detail certain events correlating with the anniversary such as

the website launch, logo redesign and events in conjunction

with The Trevor Project and National Suicide Prevention Week.

iii. New website

1. A web presence is essential for any company, especially a

nonprofit organization. CCEA currently has a nonexistent

website, so a simple Wordpress-based platform will be used to

launch its website.

iv. Logo

1. In order to make CCEA recognizable, CCEA needs a

distinguishable logo. CCEA currently does not have a logo, so

creating one is imperative.

v. Facebook page

1. Social media is as essential as a web presence. A Facebook page

would be a way for CCEA to easily publish information and

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increase awareness of the organization through “Likes” and

Facebook ads.

vi. Twitter page

1. A Twitter page would be a perfect supplement to Facebook in

reaching a broader audience on a more day-to-day basis

through “Tweets” which are 140-character updates.

vii. Media list

1. In order to properly distribute the press releases CCEA will

need to have media contacts. This list will include press from

local outlets in East Alabama.

2. The media list can be found in Appendix A.

II. Goal 2: Increase number of volunteers and maintain volunteers.

a. Objective: In order to deal with an influx of calls that is predicted from

increased awareness, CCEA needs to have more volunteers. CCEA cannot rely

on a few volunteers when the phone line is available 24 hours a day.

Currently, CCEA has three volunteers. The goal is to increase that to 20

consistent volunteers by the end of 2012.


i. Call for volunteers press release

1. As with the previous releases, this would inform people in East

Alabama that this resource is seeking volunteers.

ii. Streamlined volunteer training process (CCEA is responsible for this)

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1. Currently, 40 hours of training is required to be a telephone

counselor for CCEA. The board of directors is currently

working to shorten this training time in hopes to attract more

volunteers.

iii. List of Auburn University partnerships

1. Auburn University is home to several colleges, departments

and programs that have staff and students that may be

interested in volunteering. With its information, CCEA can

contact these respective units and inform them about

volunteer opportunities.

2. Auburn University partnership list can be found in Appendix B.

iv. Donor press release

1. Several volunteers have stated they do not feel safe at CCEA’s

call center. With the help of donations, CCEA could fund a new

call center in a safer area of East Alabama, as well as fund a

new computer to update and maintain the website, Facebook

page and Twitter page.

III. Goal 3: Form strategic alliances with local resources.

a. Objective: CCEA has opportunity throughout East Alabama for alliances with

several organizations and Auburn University departments. The advantage of

CCEA is that it knows the local climate of its callers. However, without

alliances with mental health institutions and university departments it

cannot achieve the goal of sending callers to local resources. The goal is to

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have alliances with each of these departments and resource centers by the

end of 2012.


i. List of possible partnerships in East Alabama

1. Throughout East Alabama, there are several resources for

those in need. While CCEA can help immediate issues at all

times of the day and night, for more long-term care CCEA will

need to send callers to local help centers such as Domestic

Violence Intervention Center or a local psychiatrist’s office. In

addition, these partnerships can tell their patients that when

the office is closed, CCEA is available for any immediate needs.

2. Local partnership list can be found in Appendix C.

ii. List of Auburn University partnerships

1. As with partnerships in East Alabama, there are many

departments and programs within Auburn University that

CCEA could create strategic alliances with. Examples include

the department of psychology and Student Counseling

Services.

2. Auburn University partnership list can be found in Appendix B.

iii. Brochure in local resource centers

1. While patients are waiting for appointments, many thumb

through brochures and pamphlets in the office. With this

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presence in local resource centers, more people would be

aware of CCEA’s services.

iv. Business cards

1. A card with CCEA’s logo and phone number in local resource

center’s offices can easily be carried by people who may need

CCEA’s services.

v. Partnership opportunities press release

1. A press release sent to all the possible partners will assist in

spreading the word that CCEA is looking to work with local

resources.

Implementation

40th ANNIVERSARY PRESS RELEASE

25 -more-

NEWS RELEASE [DATE] Contact Information: FOR IMMEDIATE RELEASE Sarah Lyle, Board Member Phone: 334-749-5206

Email: [email protected]

CRISIS CENTER OF EAST ALABAMA CELEBRATES 40 YEARS Local Suicide and Crisis Center is Revamping Its Image

AUBURN, ALA. – Forty years ago a family faced a tragedy – their son took his own life. Forty

years ago, that same family provided the donation to start Crisis Center of East Alabama

(CCEA), a nonprofit 24-hour suicide and crisis hotline. Since 1972, CCEA has been

dedicated to providing services to residents in need.

“CCEA is proud to have provided such a valuable service to the local community for

40 years,” said Sarah Lyle, board member of CCEA and doctoral candidate in clinical

psychology at Auburn University.

To celebrate the 40th anniversary of East Alabama’s only crisis hotline, CCEA is

proud to announce several exciting changes to the organization. CCEA has launched a new

website, www.CrisisCenterEA.com, which will serve the community through an online

forum. Detailed information about all the crises CCEA serves such as suicidal thoughts,

depression, anxiety, stress, eating disorders, addiction, domestic violence and rape can be

page 2 of 2

26

found on the website along with what steps to take if you or a loved one suffers from these

issues.

In addition to the new website comes a new logo, a tree with two C’s for “Crisis

Center.”

“The tree symbolizes growth, life, shelter and our connection to Auburn University

and Toomer’s corner that brings us all together,” said Lyle.

In addition to the website, CCEA has also launched social media sites such as a

Facebook page (www.facebook.com/crisiscenterea) and Twitter page

(www.twitter.com/crisiscenterea).

Throughout 2012, CCEA will be hosting events to celebrate its anniversary and

continue to spread awareness. Some events include commemorating The Trevor Project

(www.thetrevorproject.org) which is committed to preventing suicide among gay and

lesbian youth and National Suicide Prevention Week which takes place in September.

To contact CCEA’s hotline, please call 334-821-8600 24 hours a day, seven days a

week.

Crisis Center of East Alabama was founded 40 years ago in Lee County. The

organization was established through a donation from an area family after losing a family

member to suicide. United Way is a supporter of and main fiscal contributor to CCEA. In

addition to providing a hotline for suicide, volunteers at CCEA will talk to callers about any

sort of crisis they may be experiencing, including: rape, domestic violence, unplanned

pregnancy, depression, anxiety and many more. CCEA can be reached at 334-821-8600.

###

PARTNERSHIP OPPORTUNITY PRESS RELEASE

27 -more-



CRISIS CENTER OF EAST ALABAMA PARTNERSHIP OPPORTUNITIES Local Crisis Hotline Looking to Partner with Local Resources

AUBURN, ALA. – Crisis Center of East Alabama (CCEA) is looking for organizations in Lee

County that would be interested in partnering for a cooperative promotional effort.

CCEA would like the opportunity to post a link of its website on other related

organizations’ websites. In turn, CCEA would post the link of that organization’s website on

the CCEA website. Also, CCEA would like to make a strategic referral agreement with

related organizations. Doctors’ offices can refer patients in need to the CCEA hotline, and

CCEA can in turn refer callers to those certain doctors.

“When individuals are made aware of a service such as CCEA it sends a clear signal

that these concerns are valid and important,” said Sarah Lyle, board member of CCEA and

doctoral candidate in clinical psychology at Auburn University. “The community thereby

affirms that the individual is not alone in [his or her] struggles and soothes the path to

seeking other beneficial services.”

page 2 of 2

28

In addition to website links and referrals, CCEA would like to place brochures and

business cards in doctors’ offices, schools, clinics and any other public establishments that

are willing to accommodate this request.

For more information on partnering with CCEA, please contact Sarah Lyle at 334-

749-5206 or by email at [email protected].






pregnancy, depression, anxiety and many more. Also, CCEA can help link you to other

helpful resources and organizations in the area. CCEA can be reached at 334-821-8600.

###

VOLUNTEER PRESS RELEASE

29 -more-


Email: [email protected] CRISIS CENTER OF EAST ALABAMA IS IN NEED OF VOLUNTEERS

Telecounselors Needed for Local Crisis Hotline Center

AUBURN, ALA. – The board members and volunteers of Crisis Center of East Alabama

(CCEA) are looking to add more volunteers to their team. CCEA has been in operation for

40 years, and more volunteers are desperately needed in order to continue helping those in

mental crisis.

The CCEA hotline volunteers take calls from individuals dealing with any mental

crisis. The volunteers remain completely anonymous, and the location of the call center is

secure and undisclosed to callers.

In order to become a volunteer, one must go through the training program.

Volunteers will learn about suicide and other mental crises and learn the proper protocol

for talking to and working with a caller in mental crisis. Volunteers will also be taught how

to engage in active listening.

Being a volunteer at CCEA is beneficial to the community, but can also be

advantageous for the volunteer, especially for students studying psychology or psychiatry.

page 2 of 2

30

Hours spent volunteering at the CCEA would be a great addition to a resume when applying

for graduate school or future jobs. Volunteers would also learn valuable and practical

hands-on skills that are not taught in the classroom.

“We would like to express our gratitude for the support we have received from the

community and from Auburn University, which has supplied us with the vast majority of

our volunteers through the years,” said Sarah Lyle, board member of CCEA and doctoral

candidate in clinical psychology at Auburn University. “We ask that you continue to support

the mission of CCEA of reaching out to those in distress with compassionate and practical

assistance.”

For more information, please contact Sarah Lyle at 334-749-5206 or email her at

[email protected].






pregnancy, depression, anxiety and many more. Also, CCEA can help link you to other

helpful resources and organizations in the area. CCEA can be reached at 334-821-8600.

###

DONATION PRESS RELEASE

31 -more-



CRISIS CENTER OF EAST ALABAMA SEEKS DONATIONS Local Suicide and Crisis Center is Seeking Donations

AUBURN, ALA. – On behalf of the Crisis Center of East Alabama, the board of directors

would like to invite you to support our local crisis hotline. CCEA has been serving the

Auburn community for 40 years. The purpose of the hotline is to give citizens a resource to

reach out to when experiencing a crisis, which includes suicidal thoughts, rape or sexual

assault, unplanned pregnancy or domestic violence.

Each year, CCEA receives phone calls from local citizens in need. Through the

support of volunteers, CCEA is able to provide a 24-hour hotline that also supplies citizens

with local treatment centers if further assistance is needed. We request your support for

CCEA, and any donation will help CCEA continue to serve East Alabama for many years to

come.

“CCEA provides an important role in the larger picture of providing quality mental

health services to our local community,” said Sarah Lyle, board member of CCEA and

doctoral candidate in clinical psychology at Auburn University. “Individuals with a wide

page 2 of 2

32

range of difficulties or concerns can speak directly with a volunteer who will provide them

with the immediate solace of a caring and compassionate listening ear, and if desired, with

assistance in locating more long-term mental health care.”

The gift you give today will positively impact people dealing with a crisis in the

community. All donations will directly benefit the East Alabama area and give CCEA the

ability to continue to reach out to thousands of people per year.

If you have any questions please contact Sarah Lyle at 334-749-5206 or email her at

[email protected]. Thank you for your kind consideration of this important request.







###

GENERAL AWARENESS EMAIL PRESS RELEASE

33

Subject: 24-Hour Local Crisis Hotline Serves East Alabama

AUBURN, ALA. – The Crisis Center of East Alabama is dedicated to helping residents of East

Alabama in times of crisis through a free, 24-hour hotline number. The crises covered by

CCEA include, but are not limited to: suicide, rape, domestic violence, unplanned

pregnancy, eating disorders, depression, drug and alcohol addiction and anxiety.

If you or a friend is in crisis, CCEA wants to help. Simply call the hotline at 334-821-

8600 and a volunteer will be available to listen, talk through any problems and give

guidance on what local resources are available to fit the need.

“CCEA plays an important role in the larger picture of providing quality mental

health services to our local community,” Sara Lyle, board member of CCEA and doctoral

candidate in clinical psychology at Auburn University, said. “Individuals with a wide range

of difficulties or concerns can speak directly with another person who will provide them

with the immediate solace of a caring and compassionate listening ear, and if desired, with

assistance in locating more long-term mental health care.”

Volunteers at CCEA are thoroughly trained in dealing with crises, and all calls

remain anonymous. CCEA views this as a positive service for the community because it

provides an outlet for area residents to use without feeling embarrassed or exposed.

CCEA’s services are also helpful because it can link area physicians and services to callers.

“When individuals are made aware of a service such as CCEA it sends a clear signal

that these concerns are valid and important,” Lyle said. “The community thereby affirms

that the individual is not alone in [his or her] struggles and smoothes the path to seeking

other beneficial services.”

34

For more information, please contact Sarah Lyle at 334-749-5206 or

[email protected].







###

LOGO DESIGN

35

For the campaign, the group thought a CCEA logo was crucial for the identification of the

company throughout East Alabama. The group designed three logos that can be used for all

situations and a one logo to celebrate CCEA’s 40th anniversary.

General logo 1:

General logo 2:

36

General logo 3:

Anniversary logo:

BROCHURE

37

This brochure can be printed and placed in doctor’s offices and local resources throughout

East Alabama. For a list of possible places to put this brochure see Appendix B and

Appendix C.

Back page and front page:

38

Inside pages:

BUSINESS CARD

39

This is a generic business card which can be given out at doctors’ offices, to those in need

and to anyone seeking CCEA’s assistance.

Angled view of business card:

Front of business card:

40

Back of business card:

FACEBOOK PAGE – www.facebook.com/CrisisCenterEA

41

What is Facebook?

Facebook is a social networking service and website. Users of the site may create a

personal profile, add other users as friends and exchange messages, including automatic

notifications when they update their profile. Additionally, users may join interest user

groups, organized by workplace, school or college or other characteristics.

How to login to your Facebook page:

Go to www.facebook.com

Enter email address: [email protected]

Enter password: prcampaigns

Click “Log In” button

How to change accounts password:

Once you are logged in click the “Account” button in the top right corner

Click “Account Settings” from drop-down menu

You will be in the “Account Settings” section, and the fourth option on the page will

be password.

Type the current password: prcampaigns

Type in a new password

Type the new password again to verify

42

Click “Change Password”

What to do on Facebook:

Post updated news about CCEA by updating your “Status” and click “Share” once you

enter your status

Create events and send invitations to CCEA’s friends

- To create an event, click on “Events” on the left side of the screen

- Select “Create an event”

- Enter in the necessary information and add a picture

- Click “Create Event”

- The next screen asks if you would like to update those you “like” CCEA on the

event. Click “Send.” This invites all your friends to the event.

Post pictures and videos of participants, volunteers and events

- Click “Photos” on the left side of the screen.

- Click “Upload Photos” or “Upload Videos”

Interact with those CCEA followers by asking questions on the pages wall.

How often to update Facebook:

CCEA should (at minimum) post an update at least once a day. The more activity on

the page, the more effective it will be. Every time a new event is scheduled for the

organization, it needs to be posted on the Facebook page. The group also encourages

you to post several pictures and videos- anything to spark interest in your followers.

A few key terms that might need a little explanation:

News Feed: The news feed highlights what is happening in your social circles on

Facebook. News Feeds are posted to pages for all to see.

43

Page: A page is a Facebook site intended for and created by artists, musical groups,

celebrities, businesses, brands and similar entities (not individuals). You can add

pages to your own personal profile to show your friends what you care about. Only

the official representative of an artist or business can create and make changes to a

page.

Wall: A features section inside a Facebook page. It’s a space on every page that

allows friends and users themselves to post messages for all to see.

Admin: An admin is a person who is in charge of a group. When you create a group,

you will automatically be listed as both an admin and the groups’ creator. Admins

can invite people to join the group, appoint other admins, and edit group

information and content. They can also remove member and other admins.

Screenshot of your Facebook page:

TWITTER PAGE – www.twitter.com/CrisisCenterEA

44

What is Twitter?

Twitter is a social media and microblogging website that allows users to create 140-

character updates informally called “tweets.” Twitter allows for real-time updates for

individuals, celebrities, events and companies. Twitter is a medium to deliver information

to any number of “followers,” or those who subscribe to a Twitter account.

How to login to your Twitter page:

Go to www.twitter.com

Enter email address: [email protected] or,

Enter account name: crisiscenterea

Enter password: prcampaigns

Click “Log In” button

How to change accounts password:

Once you are logged in click the “crisiscenterea” button on the upper right corner

Click “Settings” from drop-down menu

Click the “Password” tab

Enter current password: prcampaigns

45

Type in a new password

Type the new password again to verify

Click “Change”

What to do on Twitter:

Post news and updates related to CCEA

Advertise and remind about an event

Post news and updates related to the psychology field and news related to the

services CCEA offers

Announce volunteer opportunities

Thank donors and volunteers

Announce new services CCEA is offering

How to post on Twitter:

Once you are logged in, you will see box that says, “What’s Happening?”

Type in your “tweet” (up to 140 characters) and click the “Tweet” button

A few key terms that might need a little explanation:

Hashtag (#): Hashtags are ways to follow trends or create trends on Twitter. Say

CCEA is hosting an event. CCEA may ask those Tweeting about the event to put

#CCEAEvent at the end of their Tweets. CCEA can then search #CCEAEvent to see

what is being tweeted.

The @ sign: The @ sign, followed by a name of a Tweeter (such as @Twitter) directs

a public tweet to that Tweeter.

Direct message (DM): A private tweet that can only be seen by the sender to the

receiver.

46

Favorite: Clicking a star under a Tweet marks it as CCEA’s “favorite” tweet.

Follow: To follow someone on Twitter means to subscribe to their Tweets which

will appear on your timeline.

Follower: A Twitter user who follows your Tweets.

Promoted Tweets: Tweets a company has paid to be a top search result.

Reply: A Tweet in reply to another user’s message.

Retweet (RT): The act of forwarding another’s tweet to your followers.

Trending topic: A topic that is most talked about at a time, determined by a Twitter

algorithm.

Tweet: A message posted to Twitter in 140 characters or less.

Tweeter: An account holder who posts and read Tweets.

Screenshot of your Twitter page:

WEBSITE– www.crisiscenterea.com/

47

Here are a few screenshots of the brand new website. Instructions on how to use and edit

the website is found in Appendix E.

Homepage:

48

Resource page:

49

Contact page:

50

Anxiety page:

51

Depression page:

52

Domestic violence page:

53

Drug and alcohol page:

54

Eating disorders page:

55

Rape response page:

56

Suicide prevention page:

57

Unplanned pregnancy page:

Evaluation

58

EVALUATION

Objective 1: Increase awareness of CCEA by East Alabama residents to 50 percent by the

end of 2012.

CCEA can reuse the survey found in Appendix D. The group advises CCEA to

distribute the survey via email and paper mail to a random selection of area residents.

CCEA can also require all volunteers and board members to post this survey link to their

Facebook or Twitter statuses. To increase the rate of response for the paper surveys, CCEA

should consider mailing a stipend or coupon with the survey.

Objective 2: Increase the number of consistent volunteers to 20 by the end of 2012.

To assess this goal, CCEA can do inventory of the number of volunteers. In order for

a volunteer to be considered consistent, he or she needs to perform telephone duty at least

once a week and attend any related meetings.

Objective 3: Have alliances with each of the organizations included in the partnerships

lists by the end of 2012.

To assess this goal, CCEA can account for the number of organizations, resource

centers and departments that have partnered with them. In order for an organization to be

considered a partner, it must provide access to the CCEA website on its website, agree to

refer patients in crisis to CCEA and have CCEA brochures and business cards available in its

establishment. Also, CCEA needs to evaluate itself and ensure that it is holding up its end of

the partnerships by referring callers to its various partners and by having a link to its

partners’ websites on the CCEA website.

Appendix

59

APPENDIX A: MEDIA LIST

Newspaper The Auburn Plainsman 255 Heisman Drive, Suite 1111 Auburn University, AL 36849 [email protected] 334-844-9109 www.theplainsman.com Auburn Villager PO Box 1633 Auburn, AL 36831 [email protected] 334-501-0600 www.auburnvillager.com Opelika Observer 216 S. 8th St. Opelika, AL 36801 [email protected] 334-749-8003 www.opelikaobserveronline.com The Corner News 117 N. College St. Auburn, AL 36830 [email protected] 334-821-7150 www.thecornernews.com Columbus Ledger-Inquirer 17 W. 12th St. Columbus, GA 31901 [email protected] 706-571-8565 www.ledger-enquirer.com Alexander City Outlook/Dadeville Record P.O. Box 999 Alexander City, AL 35011 [email protected] 256-234-4281 www.alexcityoutlook.com

60

The Montgomery Advertiser 425 Molton St. Montgomery, AL 36104 [email protected] 334-262-1611 TV News WFSA NBC 12 News Montgomery Scott Duff, News Director [email protected] 334-288-1212 www.wsfa.com WAKA CBS 8 Montgomery Rob Martin, News Director [email protected] 334-271-8888 www.waka.com WCOV Fox 20 Montgomery Paul Smith, Programming and Promotions [email protected] 334-288-7020 www.wcov.com WNCF ABC 32 Montgomery Michael Smith, Assignment Editor [email protected] or [email protected] 334-270-3200 www.abc32.com WTVM 9 Columbus [email protected] 706-494-5458 www.wtvm.com WRBL CBS 3 Columbus Steve Korioth, News Director [email protected] 706-324-6397 WLTZ NBC 38 Columbus [email protected] 706-507-6397 www.wltz.com

61

Magazine and Alumni Publications Auburn Alumni Association Lori Ann Summers, Assistant Vice President of Alumni Affairs [email protected] 334-844-1144 Auburn Magazine Betsy Robertson, Communications Manager [email protected] 334-844-1164 Auburn Office of Communication and Marketing Deedie Dowdle, Executive Director of Communications and Marketing [email protected] 334-844-9999 Auburn Blogs WarBlogle [email protected] www.warblogle.com War Eagle Reader Jeremy Henderson, Editor [email protected] www.thewareaglereader.com

62

APPENDIX B: AUBURN UNIVERSITY PARTNERSHIPS

School of Nursing

Gregg E. Newschwander, R.N., Ph.D.

Dean and Professor

102 Miller Hall


[email protected]

334-844-6752

Jenny Schuessler, D.S.N., R.N.

Associate Dean and Professor

107 Miller Hall


[email protected]

334-844-6757

Student Counseling Services

Doug Hankes, Ph.D.

Director of Student Counseling Services

400 Lem Morrison Drive


[email protected]

334-844-5123

Department of Psychology

Dan Svyantek, Ph.D.

Chair and Professor

226 Thach Hall


[email protected]

334-844-6478

Steve Shapiro, Ph.D.

Director of Clinical Training

226 Thach Hall


[email protected]

334-844-6499

63

Jeff Katz, Ph.D.

Director of Ph.D. Program in Cognitive and Behavioral Sciences

226 Thach Hall


[email protected]

334-844-6490

Department of Social Work

Emily Meyers

Director of Social Work

7030 Haley Center


[email protected]

334-844-2830

College of Education

Betty Lou Whitford, Ph.D.

Dean and Wayne T. Smith Distinguished Professor

3084 Haley Center


[email protected]

334-844-4446

Dr. Annette Kluck

Counseling Psychology (COP) Program Director of Training

2084 Haley Center


[email protected]

334-844-2553

Department of Special Education, Rehabilitation and Counseling

E. Davis Martin Jr., Ed.D.

SERC Department Head

2084 Haley Center


[email protected]

334-844-7676

mailto:[email protected]

64

APPENDIX C: LOCAL PARTNERSHIPS East Alabama Medical Center 2000 Pepperell Parkway Opelika, AL 36801 334-749-3411 www.eamc.org

Auburn University Medical Clinic 400 Lem Morrison Drive Auburn, AL 36849 334-844-4416 www.auburn.edu/medical Auburn Opelika Psychology Clinic 2127 Executive Park Drive Opelika, AL 36801 334-742-9555 www.aopsych.com

Student Counseling Services 400 Lem Morrison Dr. Suite 2086 Auburn, AL 36849 334-844-5123 www.auburn.edu/scs Clinical Psychologists PC 248 E. Glenn Ave. Auburn, AL 334-821-3252 www.clinicalpsychauburn.com AU Med Clinic Women’s Health 400 Lem Morrison Drive Auburn, AL 36849 334-844-4416 www.auburn.edu/medical Women’s Hope Medical Clinic 820 Stage Road Auburn, AL 36830 334-502-7000 www.womenshope.org

65

The Bradley Center St. Francis Hospital Columbus, GA 31904 706-596-4000 www.sfhga.com/the-bradley-center East Alabama Women’s Clinic PC 502 E. Thomason Circle Opelika, AL 36801 334-749-0390 www.eamc.org Lee Obstetrics and Gynecology 121 N. 20th St. Medical Arts Center Suite 2 Opelika, AL 36801 334-745-6447 www.leeobgyn.com

66

APPENDIX D: SURVEY

67

APPENDIX E: WEBSITE INSTRUCTIONS

How to Use Wordpress

Wordpress is a flexible, open-source and widely -used content management system. Nearly

no knowledge of HTML or server code is needed beyond installation. The entire site can be

managed through the Wordpress Dashboard.

Installation Instructions

Create a Go Daddy account

1. Go to www.godaddy.com

2. Create an account for the CCEA. We recommend using the CCEA email.

([email protected], prcampaigns).

3. Click Domains in the top left of the navigation bar.

4. Enter the domain that you wish to purchase for the CCEA website (We recommend

crisiscenterea.com).

5. Check the domain extension you wish to purchase. Click Add. Click Continue to

Registration.

6. Go Daddy will make you a deal for bulk domains and other extensions, all you need

is a domain. Click No Thanks.

7. Your Domain Settings: Choose the domain registration length. An uncertified domain

is fine. Click Next.

8. Your Privacy and Domain Protection: Choose standard registration. Click Next.

68

9. Activate Your Domain: Under the Add Hosting section choose Web Hosting Economy.

Click Next.

10. Review your shopping cart. You should have CRISISCENTEREA.COM and Hosting -

Web - 1 year in your cart. Checkout.

NOTE: The installation of this website is lengthy, technical and will require editing some of the

files on the flash drive. It is highly recommended that you contact Sam Solomon once a

domain and hosting have been purchased. He will be available to install the site until the end

of this year. Two methods of installation are listed below. The first, while requiring the least

technical experience, is also the longest and most tedious. The base theme is installed followed

by manually adding all of the content.

Sam Solomon - [email protected]

The other involves uploading the files directly. The wp-config.php and .htaccess files will

need to be edited. The .rar and .sql files in the folder should suffice. Instructions will not be

provided for this install method. This should not be attempted without prior knowledge of

Wordpress or php.

Content Upload

The content upload requires the least technical experience, but is tedious and will take a

long time. Wordpress is installed, followed by the base theme. Content is then manually

added from the CCEA Flash Drive to the site.

Part 1: Wordpress Install

1. Go to www.godaddy.com. Click My Account.

2. Scroll down to My Products. Click Web Hosting.

69

3. Next to the hosting account you want to use, click Launch.

4. From the Content menu, select Go Daddy Hosting Connection.

5. Click WordPress.

6. Click Install Now!

7. Select the crisiscenterea.com domain name.

8. Enter a database description and password. Click Next.

9. Leave the installation directory field empty. Click Next.

10. Enter the Admin Name, Admin Password, Email and Blog Title for your

WordPress installation (Keep track of this information. This is how you will get to

the Wordpress Dashboard).

11. Click Finish.

12. Wordpress will be installed at some point during the next 24 hours. You will receive

an email when the installation is complete. When complete move to Part 2.

Part 2: Theme Install

1. To login to your Wordpress account type http://crisiscenterea.com/wp-admin/

into your browser. Use the Admin Name and Admin Password created in step 10

above.

2. You will arrive at a gray menu known as the Wordpress Dashboard. Click

Appearance in the side menu.

3. Click Themes.

4. Click Install Themes in the top menu.

5. Click Upload.

70

6. Click Choose File. In the CCEA Flash Drive Navigate to CCEAFLASH>Website

Installation>Install Option 1 Content Upload>Theme Install>TheProton_Main_File

(Zipped). Click Install Now.

Part 3: Content Population and Formatting

This is the lengthy portion of this install option. It involves manually uploading graphics,

and posting content. All the files needed from here on can be found in the CCEA Flash Drive.

CCEAFLASH>Website Installation>Install Option 1 Content Upload>Content.

Settings - General

Site Title - Crisis Center of East Alabama

Tagline - none

E-mail address - [email protected]

Membership - Anyone can register should be unchecked.

Settings - Permalinks

Under Common Settings click Custom Structure type /%postname%/

Click Save Changes.

Categories


into your browser. Use the Admin Name and Admin Password.

2. Click Categories, under Posts.

3. Name - Crisis, Slug - crisis, Parent - None, Description - Leave Blank.

71

4. Click Add New Category.

Media



2. Click Media in the Wordpress Dashboard.

3. Click Add New.

4. Click Select Files.

5. Go to CCEAFLASH>Website Installation> Install Option 1 Content Upload>

Content>Media. Upload all files in that section.

Pages



2. Click Add New, under Pages.

3. Put Contact as the title.

4. In the post area click HTML, which can be found next to Visual.


Content>Contact. Open the HTML for Contact.txt file. Copy and paste the text field.

6. Click Publish. This publishes the Contact page

7. Click Add New, under Pages.


72


Content>Resources. Open the HTML for Resources.txt file. Copy and paste the text

field.

10. Click Publish. This publishes the Resources page.

The Proton

Color Scheme - Black

Slideshow Style - Nivo Slider

Logo URL - Find crisisheader50px.png in the media files. The URL should look

something like http://crisiscenterea.com/wordpress/wp-

content/uploads/2011/10/crisisheader50px.png

Twitter Username - CrisisCenterEA

Footer Copyright Text - © Crisis Center of East Alabama 2011

Call to Action Text - If you, or someone you know, is in crisis or emotional distress

please call 334.821.8600.

Call to Action URL - This should be the URL for the Contact page. For example

http://crisiscenterea.com/wordpress/contact/

Default Headline Text - If you, or someone you know, is in crisis or emotional

distress please call 334.821.8600.

Portfolio Headline Text - Leave Blank.

Check the Disable Cufon on this website box.

Click Update Options.

73

Topic Posts



2. Click Add new under Posts in the Wordpress Dashboard.

3. As before put the title as the name of the section. "Drug and Alcohol"


5. The content for each post can be found on the CCEA Flash Drive.

CCEAFLASH>Website Installation> Install Option 1 Content Upload> Content>Posts.

6. Click Set Featured Image.

7. Select the corresponding .jpg file from CCEAFLASH>Website Installation> Install

Option 1 Content Upload> Content>Media.

8. At the bottom of the page click Use as featured image. Click the X at the top right.

9. Click Publish.

10. The above steps should be used in all posts. The files needed as well as the order of

the posts are listed below. NOTE: Wordpress puts the most recently published articles

on top. If done correctly Drug and Alcohol will appear on the bottom.

1. Drug and Alcohol - Drug and Alcohol.txt - alcohol.jpg

2. Anxiety - Anxiety.txt - anxiety.jpg

3. Depression - Depression.txt - depression.jpg

4. Eating Disorders -Eating Disorders.txt - disorders.jpg

5. Unplanned Pregnancy - Unplanned Pregnancy.txt - pregnancy.jpg

6. Domestic Violence - Domestic Violence.txt - domestic.jpg

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7. Rape Response - Rape Response.txt - response.jpg

8. Suicide Prevention - Suicide Prevention.txt - prevention.jpg

Slider Posts

1. Click Add new under Posts in the Wordpress Dashboard.

2. Type "Slider Logo Final", or the corresponding name as the title.

3. In The Proton Theme Post Settings check Include this post into the featured

slideshow.

4. Set the Slide image URL:(*) to the corresponding slider image. This can be found by

clicking on the file under Media. Just copy and paste the file URL. For example:

http://crisiscenterea.com/wordpress/wp-content/uploads/2011/10/Slider-

Logo_Final.jpg

These are the images that move in the center of the homepage. It is important to publish

these posts in the following order. NOTE: Wordpress puts the most recently published

articles on top. If done correctly Slider Logo Final will appear on the bottom.

1. Slider Logo Final

2. Slider 3

3. Slider 2

4. Slider 1

5. Slider Logo

6. Slider Welcome

7. Slider Hello

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Widgets

1. Click Widgets under Appearance in the Wordpress Dashboard.

2. Drag the Text widget to Primary Sidebar Widget Area.

3. Type About Us as the title.

4. Got to CCEAFLASH>Website Installation> Install Option 1 Content Upload>

Content>Widgets. Open About Us.txt and paste it in the text section.

5. Drag the Text widget to First Footer Widget Area.

Menus

1. Click Menus under Appearance in the Wordpress Dashboard.

2. Under Custom Links type www.crissicenterea.com. Label as Home. Click Add to

Menu.

3. Under Categories check Crisis. Click Add to Menu.

4. Under Pages check Resources and Contact. Click Add to Menu.

Documents

Crisis Center of East Alabama campaign