Objective Raise awareness of Rebuilding Together Dutchess County’s mission in the Dutchess County. • Strengthen and help to rebuild lives, homes and communities. • Respect the integrity, worth and dignity of every person, especially the low-income, the elderly and those with disabilities and are committed to helping them and the communities in which they live. Strategy Host a charity golf tournament to raise awareness about RTDC and resources for ongoing community projects.

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Table of Contents
Introduction, Hudson Valley Media Page 1
Rebuilding Together Dutchess County
Background, Goal, History, Organizational Structure, Budget 2
Target Audience, Media Plan, Tactics 3
Timing 3, 4
Metrics, Assessment 4
Exhibits 5
INTRODUCTION
Hudson Valley Media
Hudson Valley Media (HVM) is a burgeoning media firm offering market research and integrated
marketing strategies that build brand equity. As CEO, my extensive advertising experience with
packaged goods is applied to serve clients’ marketing needs. Expertise in research developed from
my graduate work is drawn upon to develop sound media strategies. HVM often contracts out
independent freelance agents who live and work in the Metro New York area.
Mobile technology and global market forces are re-shaping traditional boundaries. As the barriers are
broken, demographics are changing. Transparency and social integration are impacting how
organizations communicate internally and externally.
Hudson Valley Media emphasizes the value of research, strategic media planning and smart tactics to
help meet and exceed client goals. Social media, print, video, podcasts, traditional media and a
multitude of channels are utilized to develop targeted, optimized, memorable campaigns, exciting
events and lasting relationships with stakeholders. Expectations must be clearly defined, campaigns
constantly monitored and measured. We listen to what people are saying, we respond quickly to
internal and external crises. We do not react.

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REBUILDING TOGETHER DUTCHESS COUNTY
Background
Rebuilding Together is a not for profit organization located in Poughkeepsie, NY whose mission is to
preserve and revitalize houses and communities in Dutchess County.
RTDC Goal
Make a sustainable impact on the community members’ homes and lives in partnership with local
volunteers and businesses here in Dutchess County. Provide low-income homeowners, particularly
those who are elderly, with disabilities, or have school-aged children, live in warmth, safety and
independence.
RTDC History
Rebuilding Together (RTDC), formerly Christmas in April was born in Midland Texas in 1973. Today
there are more than 270 affiliated programs in the 50 states, involving nearly 300,000 volunteers
annually whose work has an annual market value in excess of $86 million. In 2001 the organization
underwent a name change to Rebuilding Together to better communicate the company’s goals.
Organizational Structure
RTDC has seven members on their Board of Directors with an executive director with an temporary
student intern, rounding out the staff to nine members. Typically RTDC rehabilitates approximately 20
homes each year involving more than 700 volunteers.
Upon taking on this project in the summer of 2010, several challenges and opportunities presented
themselves.
• There was no direct leadership at RTDC upon taking on this assignment.
• The prior executive director had left months ago, consequently policies and procedures were
quite informal.
• I reported directly to the newly appointed executive director who gave me considerable
strategic and creative input for this project.
As Marketing Co-Chair in charge of the Golf Tournament I lead the marketing strategy and
implementation for this media campaign. After meeting with key members of the board, the
tournament date, overall strategy and budget for the golf tournament were approved. The marketing
team was comprised of eight volunteers including the executive director, two board members and
myself. I was also the creative driving force behind all the communications including: the copywriting
for the press releases, newsletters, brochures, Internet, intranet, promotional events and social media
messaging.
Critical Points
• RTDC suffers from name recognition. The organization is still largely known in the
surrounding area, as Christmas in April.
• The bank failures of 2008 created a very competitive environment for government funding
and financial support from local businesses.
• Several golf tournaments had cancelled their annual events for 2010 due to the recession.
Budget $5,000

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Objective
Raise awareness of Rebuilding Together Dutchess County’s mission in the Dutchess County.
• Strengthen and help to rebuild lives, homes and communities.
• Respect the integrity, worth and dignity of every person, especially the low-income, the elderly
and those with disabilities and are committed to helping them and the communities in which
they live.
Strategy
Host a charity golf tournament to raise awareness about RTDC and resources for ongoing community
projects.
Target Audience
Local business and community members who live, work, worship and frequent Dutchess County.
• Parents, children, family and friends.
• Public and private business owners.
• Spiritual leaders, public figures from the private sector and government.
• Editors and program directors from the local media.
Media Plan
The campaign was planned to begin in July and run till the second week in September to solicit
sponsorships and sign up players for the charity golf tournament. Given the limited budget and not for
profit status of this organization:
 A Facebook fan page was developed to help generate awareness of RTDC and support the
marketing efforts.
 A print brochure and accompanying landing page (11) were distributed and marketed to local
businesses and community members through eblasts and micro-blogging on Facebook.
 A social media campaign (12) was developed and messaged via Facebook.
 The sponsorship marketing team followed up mailings (13) with phone calls and face to face
meetings to secure sponsors and players.
Tactics
Fundraising is all about having a great rolodex of contacts who can contribute money and resources to
a worthy endeavor. The sponsorship committee worked the phones and received generous support
over many lunch dates. The social media campaign, email marketing efforts and brochure supported
good old fashioned networking. RTDC communications were upgraded to include widgets that
encourage community members to friend or share online content generated on social media sites.
Timing
1. The marketing team was formed in early May. The committee quickly formulated a strategy
and agreed upon planning a charity golf tournament to meet the goal of generating
awareness and resources.
2. Also during the month of May the tournament date was approved by the board. The
sponsorship and event planning committees were also designated at this time. The golf
course, club house banquet room, and preliminary menu were reserved for September 24th,
2010. The goal was to book 100 players for the charity tournament with levels of
sponsorship to turn a profit of $15,000.
3. The Facebook Fan Page was created in June.

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Timing (Continued)
4. In June and July I created, developed, designed and developed the brochure and media
campaign. The brochure and landing page were posted and distributed in July as was the
press release (26).
5. The eblast(s), social media micro-blogging and promotional marketing efforts began in July,
leading up to the actual event.
6. The planning, logistics and format of the golf tournament were developed and executed in
September.
Media Plan 2010 May June July August September
Strategy Planning
Brouchure Development
Facebook Fan Page Created
Brouchre Landing Page
Press Release
eBlast Campaign
Social Media Campaign
Sponsorship Marketing
Tournamet Sign-up Marketing
Event Planning & Staging
Charity Golf Tourmanent *
Metrics
Expectations were clearly defined during the strategic stage of this project. A survey was
recommended to be conducted in order to gauge the awareness levels of RTDC. The survey was
tabled during the campaign, my involvement in this project ended after the tournament.
Consequently the overall effectiveness of the campaign was measured by the number of fans who
connected with RTDC, participation in the tournament and profitability of the event.
 Presently RTDC has approximately 250 Facebook Fans.
 The tournament meet goal with over 100 players and the sponsors exceeded our revenue
goal turning a profit of $5,000.
Assessment
The campaign was evaluated based on its ability to generate awareness and turn a profit. Several
new relationships with the community and local business have been formed that strengthen this
organization’s identity. Overall the campaign was a success, the golf tournament continues to be a
must attend charity event here in Dutchess County.

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Exhibits
Rebuilding Together Dutchess County Golf tournament campaign was developed with visuals of
craftsman’s tools such as a sledge hammer, tape measure, paint brush etc. The overall creative tone
for promotional materials was to communicate that the charity venue is a fun way to support
“neighbors in need”.
(1) RTDC 2010 Golf Tournament Brochure
The purpose of the brochure was to aide in marketing efforts to secure sponsorship and sign
up players for the charity golf tournament.
(2) Social Media Ad - Level the Competition, 2010 RTDC Golf Tournament
The ad was posted and micro-blogged in RTDC’s page as well as potential sponsors In the
area to create awareness and excitement about the charity fundraising event.
(3) RTDC Community Letter, Golf Tournament 2010
The letter effectively communicated the date of the tournament and the value associated
with being a part of this organization. The sponsorships available that will deliver real value
to those who participate in this cause.