Osher Life Long Learning InstituteKAT I E  HARVEYDAN  MAZUR

AMBER M INOR

Osher ife ong earning Institute

AMBER  MINORLAUREN  P ER E T T I

KANDACE  RAMSEURB I ANCA  V IO LANT E

OLLI Background

Founded in 1993, formerly known as Appalachian  Learners

Located in the Mountaineer Mall OLLI is a self‐directed membership organization within the Center on Aging at West Virginia University

Offers three six‐week terms each year in music, literature, art, sciences, politics, health‐related topics, social issues, nature and historynature and history

Membership

Members can register for unlimited classes per term Annual Membership: $65 July 1 to June 30

Term membership: $32.50 Fall Winter Spring

Situation Analysis

If OLLI obtains 100 new or renewed memberships by February 12, 2009 the organization will be eligible for a $1 million endowment from the Osher Foundation

A public relations campaign is necessary to raise public awareness and increase membership

Target Audience

Primary 50 years of age and older

50 ‐74 years of age 75 years of age and older 75 years of age and older Approximately 3,400 (13 percent) residents of Morgantown

Retired WVU faculty Retired educators Couples or spouses

S d Secondary Children of adults 50 years of age and older Current volunteers Current volunteers

SWOT Analysis

Strengths Weaknesses Opportunitiespp Threats

Strengths

Currently have 400 members Offers three terms a year Sponsored by the WVU Center on Agingp y g g Nationally recognized organization with 119 institutes Affiliated with Fairmont Institute of Life Long Learningg g Majority of instructors are retired WVU faculty, as well as state and local specialists

47 percent of Morgantown population has a bachelor’s degree or higher

Weaknesses

Not a well‐known organization Poor location with little traffic Unclear message that does not resonate with communityg y Transportation unavailable to members Lack of external fundingg Ineffective use of technology Possible future increase of membership duesp

Opportunities

Growth in members $1 million grant award Federal or state grantsg Expansion of classes Closer relationship with WVUp Association with WVU Alumni Association, local senior centers and nursing homes

Threats

Lose potential funding if 100 additional membership goal is not met

More extra‐curricular opportunities at other centers for actively aging adults

Misinterpretation of the institute’s message and purpose Targeting three different groups with same message could offend some 50 74 f 50‐74 years of age 75 years of age and older Children of adults 50 years of age and oldery g

PEST Analysis

Political Economic Societal Technological

Political

Volunteers Active members Course instructors Educators WVU Center on Agingg g

Economic

Current Low funding

Income Dues  Donations Grants Grants

Potential $1 million endowment $1 million endowment Increase in tuition

Needs Funding

Societal

Standing in communityg y OLLI is known, but not understood

Perception of others Unless they are a member, few know what OLLI has to offer

Internal perceptions Good intentions to reach general public with an opportunity for improvement Satellite classrooms

Societal (continued)

Community relations Participated in Life Long Learning Week

Internal relations Good communication between committee chairs Opportunity to improve communication between them and the executive director

Opportunity to improve communication with National Bernard Osher Foundation

d l Media relations NPR Aging with Grace television show Aging with Grace television show Five press releases

Technological

Current status Out‐dated Web site

State‐of‐the‐art Not utilizing technology to their advantage

Potential for growth/improvementh f b h h The majority of members have access to or use the Internet

Opportunity to improve organization web site Need a technology assistant for classes Need a technology assistant for classes

Volunteer

Objectives and goals

Short‐term1 th (O t b ) 1 month (October)

Obtain 20 members from Morgantown Lifelong Learning Week held September 22‐28

Promote open house (December 10) to have 150 attendeesp Mid‐term 3 months (December) Obtain 50‐80 new members Obtain 500 hits on Web site Obtain 5 news media hits

Long‐term5 h (F b 2009) 5 months (February 2009)

Obtain 100 new members by grant deadline February 12 Obtain 3 more news media hits for a total of 8

Strategies

Raise awareness of OLLI through personal contact and self mailers Face to face presentations at senior centers and nursing homes Face‐to‐face presentations at senior centers and nursing homes

Note: 10 percent of current members live in retirement communities

Create a media presence for OLLI in local mass media Reinforce message to join or volunteer through local mass media new media Reinforce message to join or volunteer through local mass media, new media 

and personal contact Identify spokesperson(s) WVU faculty member (e g Dr James Benner President McGrath) WVU faculty member (e.g. Dr. James Benner, President McGrath)

Affiliate with other organizations West Virginia Association of Retired School Employees

AARP AARP West Virginia Bureau of Senior Services

Special Events Encourage children of adults 50+ that OLLI gift certificates are a meaningful 

and worthwhile gift

Tactics

Press releasesO d i

NewsletterP l t t Op-ed piece

Feature story Public service

Personal contact Word-of-mouth Revised website Public service

announcements (PSA) Video news release

Revised website E-mails Blog

(VNR) Brochure

Fli

g Social networking Open House (Dec. 10)

Fliers Announcements MIX

Gift certificates/Incentives

MIX WVU intranet

Press Releases

Open House Promote open house on Dec. 10 Discuss activities occurring at the event

Gift certificates OLLI offers gift certificates for memberships Target children of aging adults Target children of aging adults

Op‐ed piece From a recently joined member on the benefits OLLI offers From a recently joined member on the benefits OLLI offers

Feature story Spotlight on Dr. James Benner

PSAs and VNRs

Public service announcements 60 seconds 30 seconds

d 20 seconds

Video news release Story board Story board

Brochure

Fliers

Postcard

Press Release

Announcements

E-mailNever stop learning with the Osher Lifelong Learning Institute 

Learning can be fun at any age, and the Osher Lifelong Learning Institute (OLLI) offers countless opportunities for adults 50 years of age and older to participate in activities centered on education, physical activity and social interaction.Join other aging adults in the community who are maintaining an active mind and lifestyle through field trips and classes in music, literature, art, science, nature, history, politics and social issues. OLLI, a membership organization within the Center on Aging at West Virginia University, offers three six‐week terms each year, and members can register for unlimited classes. Fall, winter and spring terms are each $32.50, 

$or pay $65 for the entire year. Located in the Mountaineer Mall, OLLI holds classes at various locations in the community, and volunteer teachers are educators and WVU faculty. Visit www.olliatwvu.org for a complete list of activities offered or to request an OLLI course catalog. For more information or to become a member, contact Jennifer Adamson, executive director, at (304) 293‐1793 or Jennifer.Adamson@mail.wvu.edu.

MIX WVU intranet

Newsletter

Personal Contact

Personal contact Presentations at local senior centers, retirement

communities, nursing homes and professional organizationsCl if d t il f OLLI d ti Clarify details of OLLI and encourage questions

Word-of-mouth Facilitate discussion among potential members Facilitate discussion among potential members

Internet

Revised website Site map Suggestions for improvement

Blog Twitter

Create a blog to encourage discussion on OLLI Create a blog to encourage discussion on OLLI

Social networking LinkedIn LinkedIn Facebook MySpace

Media List

PrintN

Radio Newspapers

Dominion Post, Monongalia Co., WV Daily Athenaeum, Monongalia Co., WV The Jeffersonian, Monongalia Co., WV

WWVU 91.7 FM WVAQ 101.9 FM WKKW 97 9 FM

Times West Virginian, Marion Co., WV Clarksburg Exponent Telegram, Harrison Co., 

WV Daily Courier Fayette Co PA

WKKW 97.9 FM WCLG 100.1 FM WVPM 90.9 FM Daily Courier, Fayette Co., PA

Grafton Mountain Statesman, Taylor Co., WV Herald Standard, Fayette Co., PA Oakland Republican, Garrett Co., MD

WZST 100.9 FM WAJR 1440 AM

Magazines Wonderful West Virginia Goldenseal West Virginia Executive

WCLG 1300 AM 

g WVU Alumni Magazine

Media List (continued)

TelevisionCh l 3

InternetMIX h Channel 3

WBOY‐TV, Channel 12, Morgantown, WV

MIX homepage MountainLair.com WVU homepageg ,

KDKA, Channel  2, Pittsburgh, PAWDTV (CBS) Cl k b

WVU homepage OLLI website Presidential blog

WDTV (CBS), Clarksburg, Weston 

WNPB‐TV (PBS), ( ),Clarksburg, Morgantown

WVU News, P.I. Reed SOJ

Calendar

Calendar (continued)

Calendar (continued)

Budget

Newsletter – WVU  WVU Printing Services

Printing Services PaperP i ti

General Pricing Structure-Includes Setup Letterhead Per 1000One-Color, 20# Hammermill Bond $123.00

Printing

Mailing Postage

One Color, 20# Hammermill Bond $123.00 Two-Color, 20# Hammermill Bond $139.00 One-Color, 24# Hammermill Bond Reprint $85.00 Two-Color, 24# Hammermill Bond Reprint $92.00

Postage 42 cent x 1000= $420

Special EventsBlank #10 and #9 EnvelopesOne-Color $115.00 Two-Color $131.00

Open house Allotted $500

Gif C ifi

Blank #10 Window EnvelopesOne-Color $118.00 Two Color $134 00 Gift Certificates

Allotted $250

Two-Color $134.00

Budget (continued)    Detail Per Item Cost Total ProjectedKey Public  Adults 50‐74   Strategy  Raise awareness of OLLI 

through personal contact and self mailers 

 

Tactics Brochure #@price/eaTactics  Brochure  #@price/ea    Postcard      Newsletter     Flier     Word of Mouth 0.00 0.00    Strategy Subtotal    Strategy  Create media presence for

OLLI th h l l 

OLLI through local mass media/reinforce awareness message to join/volunteer 

Tactics  Press Kit:      Press Releases    Op‐Ed piece     Feature story     PSAs     Fact Sheet     Flier     VNRs     Newsletter     Postcard      Brochure       Strategy Subtotal  Strategy  Raise awareness of OLLI 

through new media  

Tactics  E‐mail  No cost 0.00 0.00  MIX Announcements No cost 0.00 0.00  WVU Intranet  No cost 0.00 0.00

Social Networking Facebook MySpace 0 00 0 00  Social Networking Facebook, MySpace, LinkedIn

0.00 0.00

  Blogs  Twitter 0.00 0.00  Revised web site Designed by WV 

team, completed by technology volunteer

0.00 0.00

    Strategy Subtotal 0.00 0.00

Budget (continued)    Detail Per Item Cost Total ProjectedKey Public  Adults 75+   Strategy  Raise awareness of OLLI 

through personal contact and self mailers 

 

Tactics  Brochure     Postcard      Newsletter     Flier     Word of Mouth 0.00 0.00    Strategy Subtotal    Strategy  Create media presence for 

OLLI through local mass 

OLLI through local mass media/reinforce awareness message to join/volunteer 

Tactics  Press Kit:      Press Releases     Op‐Ed piece     Feature story   

PSA  PSAs     Fact Sheet     Flier     VNRs     Newsletter     Postcard      Brochure       Strategy Subtotal   Strategy  Raise awareness of OLLI 

through new media  

Tactics  E‐mail  No cost  0.00 0.00  MIX Announcements No cost  0.00 0.00  WVU Intranet  No cost  0.00 0.00

Social Networking Facebook MySpace 0 00 0 00  Social Networking Facebook, MySpace, LinkedIn 

0.00 0.00

  Blogs  Twitter  0.00 0.00  Revised web site Designed by WV 

team, completed by technology volunteer 

0.00 0.00

    Strategy Subtotal  0.00 0.00

Budget (continued)    Detail Per Item Cost Total ProjectedKey Public  Children of adults 50+  Strategy  Convince public to purchase 

OLLI gift certificates for their parents through personal 

 

p g pcontact 

Tactics  Brochure     Postcard       Detail Per Item Cost Total ProjectedTactics  Flier   

Word of Mouth 0 00 0 00  Word of Mouth 0.00 0.00    Strategy Subtotal    Strategy   Convince public to purchase 

OLLI gift certificates through local mass media 

   

Tactics  Press release     PSA  PSA     

  VNR         Strategy Subtotal   Strategy  Convince public to purchase 

OLLI gift certificates for their parents through new media 

 

i ilTactics  E‐mail  No cost  0.00 0.00  MIX Announcements No cost  0.00 0.00  WVU Intranet  No cost  0.00 0.00  Social Networking Facebook, MySpace, 

LinkedIn 0.00 0.00

  Blogs  Twitter  0.00 0.00

 

  Revised web site Designed by WV team, completed by technology volunteer 

0.00 0.00

    Strategy Subtotal  0.00 0.00

Communication Confirmation Matrix

Key Public: Adults ages 50‐74

Self‐interests: Continuing education, social interaction, physical activity, extra‐curricular activity outside of the workplace

Message: Maintain an active mind and lifestyle as you age by joining or renewing yourMessage: Maintain an active mind and lifestyle as you age by joining or renewing your membership with Osher Lifelong Learning Institute

Influentials: Family, friends, co‐workers, public officials, religious leaders, professionals, educators

Objectives: Obtain 40 members within this public 

Strategies: Group influence, interactivity, homophile, opinion leader, partnerships

Tactics: Personal contact, news releases, fliers, word‐of‐mouth, bulletins, public service ( S ) il i l ki bl b h l fannouncements (PSA), e‐mails, social networking, blog, brochure, newsletter, feature 

story, video news release (VNR), op‐ed piece

Communication Confirmation Matrix

Key Public: Adults ages 75+

Self‐interests: Renewed interest in hobbies, continuing education, social interaction, physical activity

Message: Maintain an active mind and lifestyle as you age by joining or renewing yourMessage: Maintain an active mind and lifestyle as you age by joining or renewing your membership with Osher Lifelong Learning Institute

Influentials: Family, friends, co‐workers, public officials, religious leaders, professionals, educators

Objectives: Obtain 60 members within this public 

Strategies: Group influence, interactivity, homophile, opinion leaders, partnerships

Tactics: Personal contact, news releases, fliers, word‐of‐mouth, bulletins, PSAs, e‐mails, i l ki bl b h l f d isocial networking, blog, brochure, newsletter, feature story, VNRs, op‐ed piece

Communication Confirmation Matrix

Key Public: Children with parents age 50+

Self‐interests: Caring for parents, encouraging healthy aging through social interaction and physical activity, looking for unique gift for the holidays

Message: Osher Lifelong Learning Institute provides countless opportunities to activelyMessage: Osher Lifelong Learning Institute provides countless opportunities to actively ageing adults to continue their education and promote healthy lifestyles

Influentials: Family, friends, co‐workers

Objectives: Sell 20 gift certificates to this public to be redeemed for membership by the holiday season

Strategies: Unique selling point (USP), group influence

Tactics: Personal contact, news releases, fliers, word‐of‐mouth, bulletins, PSAs, e‐mails, i l ki bl b h l f d isocial networking, blog, brochure, newsletter, feature story, VNRs, op‐ed piece

Evaluation

Informational Objectives H b f th t t di did th i h? How many members of the target audience did the campaign reach?

50‐74 year olds Based on new/renewed membership total

75 ld 75+ year olds Based on new/renewed membership total

Children of 50+ year oldsd b f ld if ifi Based on number of sold gift certificates

How well does OLLI’s message resonate with its audience? Survey

l / Personal contact/interviews

Attitudinal Objectives Did the campaign change nonmembers’ perspectives of OLLI? Did the campaign improve understanding of OLLI’s message to its audiences?

Evaluation (continued)

Behavioral Objectives How many of our projected memberships did the campaign score?y p j p p g

Did we meet our long term goal of 100 new/renewed memberships? As of October 22, OLLI has 418 members of the 500 member goal (met short term objective)

How many attendees did the Open House receive? How many gift certificates were sold and redeemed? How many gift certificates were sold and redeemed?

Where were the certificates purchased?

Output Objectives How many media hits did the campaign receive?y p g

TV Print Radio Internet Internet

How many newspapers picked up the campaign press releases? Open House/Gift Certificate release Feature story release

How many radio stations picked up the campaign PSAs? Open House/Gift Certificate PSA