Wheeling Walks Training Manual

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Chapter 7:
Planning and Delivery of Public Health Events:
Campaign Coordinator's EVENTS TOOL KIT
KICK-OFF Press Conference Event
Mark Fenton Media Day Event

Campaign Coordinator's EVENTS TOOL KIT

As noted in Chapter 6, this is a packet of items that an event coordinator will need to have with them at any and all events. Having these items together in one place ensures that the needed information is collected at each event and that s/he can attend to the task at hand rather than having to scramble around at the last minute to take care of some important detail.

    As provided in Appendix 6C, the Coordinator?s EVENTS TOOL KIT includes the following:

      -A Campaign Information Packet (Appendix 4A) with the:

        -Campaign Information Sheet
        -Benefits of Walking
        -Walking Facts
        -Campaign Schedule of Events
        -Campaign Registration Form
        -Campaign Endorsements
        -Campaign Sponsors and information
        -Sampling of Press Articles on the Campaign

      -Your business card (Appendix 6A).

      -Guest Sign-In Sheet (Appendix 6B).

      -Media Sign-In Sheet (Appendix 6C).

      -Miscellaneous supplies that an organizer/coordinator needs at any meeting

      • Clear, masking, and duck tape
      • Legal pad or two
      • T-shirts for sale
      • Cash Box
      • Pencils
      • Water
      • Ice

The remainder of this chapter provides suggestions and directions for community events by describing the planning and implementation of seven WHEELING WALKS public health events. But first, consider the overall structure and reasoning of the events:

A list of the WHEELING WALKS Calendar of Events is provided on the following page.

Note that events are schedule throughout the 8-week campaign, not all in the beginning or in the end. We initially planned one per week and then added some others to coincide with activities in the community (i.e., Rob Sweetgall at the Mall and the Semi-annual Trail Clean-up, neither of which had been confirmed at the beginning of the campaign).

Also, note the mix of activities, sponsors, and venues. These were deliberate decisions. Planning the large variety of activities helps the campaign appeal to, involve, and attract the attention of many sectors of the community. This mix of events is a very important characteristics of a ?community? campaign.

As the Events Analysis Sheet below shows, we planned events:

    (1)* with public officials who added his/her name and credibility to the effort,
    (2) with other celebrities,
    (3) at public facilities,
    (4) at private businesses,
    (5) at public schools,
    (6) at colleges,
    (7) at the local mall,
    (8) at churches,
    (9) in association with local organizations,
    (10) designed for beginning walkers beginners,
    (11) for more practiced walkers, and
    (12) for families--intergenerational in nature

*this number denotes the number given to this ?Community sector? on theEvents Analysis Sheet.

WHEELING WALKS Campaign CALENDAR OF EVENTS
April 17, 2001 ? June 9, 2001

Date

Time

EVENT

Location

April 17

9:00 am

Campaign KICK-OFF

Wheeling Civic Center

April 20

7:00 pm

OVRWC* Walking Clinic

Oglebay Park-Schenk Lake

April 22

All day

Community Prayer Walk

Local churches

April 24

7:30 am

Thought Leaders Breakfast

Ramada Inn

April 24

9:00 am

7-8:00 pm

Mark Fenton Media Day

Mark Fenton Walking Clinic

Wheeling Park High School

Wheeling Jesuit University

April 27

7:00 pm

OVRWC Walking Clinic & Family Walk

Mt. Calvery Cemetery

April 30

10:00 am

Ohio Valley Mall Kick-Off

Ohio Valley Mall

April 30

5-6:30 pm

Bob Sweetgall Walk to Health

Ohio Valley Med Center

May 4

6:30 pm

Walk with Ohio Valley Greyhounds**

Civic Center

May 8

10:00 am

Physician?s Press Conference

Oblebay Lodge

May 11

7:00 pm

OVRWC Walking Clinic & Family Walk

Wheeling Park

May 12

10-11:30 am

Semi-Annual Trail Clean-up Day***

Wheeling Amphitheater

May 16

All day

WEAR YOUR SNEAKERS TO WORK DAY

All over area

May 16

12:00 noon

Mayor?s WALKING CUP

Market Street

May 18

7:00 pm

OVRWC Walking Clinic & Family Walk

Wheeling Jesuit University

May 25

6:00 pm

Inter-generational 2-Mile Walk

Wheeling Civic Center

May 26

8:00 am

26th Annual Wheeling Distance Run & Walk

Wheeling Civic Center

June 9

10:30 am

Campaign COMMUNITY CELEBRATION

Wheeling Jesuit College

*OVRWC-Ohio Valley Runners & Walkers Club **Local celebrities-arena football team
***Sponsor--Greater Wheeling Trails Coalition

Click here to view the excel spreadsheet of the Events Analysis Sheet


KICK-OFF Press Conference EVENT

A Kick-Off Press Conference is a fun and exciting way to begin and attract attention to the campaign.

Planning for the Kick-Off

Location

The location of the event is important. Find a facility that is conducive to fanfare, a large audience and media coverage. To avoid problems with inclement weather, schedule the Kick-Off indoors. In addition, hold the event in a convenient location with ample parking.

You want the Kick-Off to be a public celebration. Use balloons, flowers, banners and refreshments. In addition, be sure the facility has space for speaker seating and campaign information and registration tables. WHEELING WALKS used the Wheeling Civic Center for the Kick-Off celebration.

When reserving the facility, be sure the following items are available:

1. Chairs
2. Tables (for refreshments, campaign information and registration)
3. Public Address system
4. Podium

If any of the above items are not available, rent them from a local rental service, or check with the Chamber of Commerce.

It is important to confirm your facility reservation in writing. Be sure to list the items you will need for the event and indicate the style of room set-up. (See Appendix 7A for a copy of a facility confirmation letter.)

Kick-Off Agenda

Prepare an agenda. We suggest you begin the program with the local campaign coordinator, educational institution representative and researcher(s). Then allow a few minutes for dignitary remarks. Be flashy and fast. The press has a limited amount of time for your event. Keep their attention and give them time to conduct interviews afterward. The event should last no more than 45 minutes. (See Appendix 7B for an agenda. See Appendix 7C for a sample Master/Mistress of Ceremonies speech.)

Speakers

Decide who will speak at the event and provide them with talking points (see Appendix 4D) and a draft Master/Mistress of Ceremonies Speech (see Appendix 7C ). By providing these items, you ensure that the message is clear and consistent throughout the event.

Invitations and Agendas

Have the invitations and agendas professionally printed. Your invitations and agendas do not need to be fancy, but they do need to be professional. A handmade or office computer generated agenda/invitation is not appropriate for this event. Remember, this is an ?EVENT?. Make it special. (See Appendices7B and 7D.)

Guest List

Invite all campaign contacts. Following is a list of potential guests.

  • Invite all government leaders: local, state and even national. Be brazen. This is an important event! Attendance of government official will have a major impact on the health of your community. Obtain a list of state representatives from the Chamber of Commerce. Contact the city clerk to obtain a list of local leaders. (See Appendix 7E for a sample letter to a state Senator.)
  • Invite leaders of all local civic organizations. The Chamber of Commerce can provide a list of these organizations.
  • Invite worksite contacts.
  • Invite volunteers.
  • Invite the Press. Once again, be brazen. Invite individuals from all levels.
  • Invite administrators from the local hospitals. Let them know they are important to the campaign.
  • Invite your funders.
  • Invite officials from health organizations such as the American Heart Association and the American Cancer Society.
  • Invite local school administrators.

Note: The best way to organize the above contacts is to use a spreadsheet, such as Microsoft Excel. In the first row label columns for: Last name, first name, organization, street, city, state, zip, phone, and email. Fill in as much information as possible for each contact. The spreadsheet design will allow you to sort the contacts by any category.

Other Tasks

  • A few weeks before the Kick-Off event, order flowers, balloons, and refreshments. These items add a classy and festive touch. Be sure to purchase paper plates, plastic ware and napkins.
  • Meet with local school officials/teachers to organize a student banner display. Ask students to design banners or posters that illustrate the importance of walking. At the Kick-Off event, arrange for students to ?parade? onto the stage with their banners/ posters.
  • Recruit volunteers to work the registration table. Be sure to prepare Campaign Information Packets (see Appendix 4A), Press Packets (see Appendix 4B), and provide an agenda for all attendees. In addition, have campaign registration forms and a Calendar of Events available for the public as they arrive. Encourage the public and media to sign-in (Appendix 6B and 6D) and complete a Campaign Registration Form Appendix 4A).
  • Prepare packets for the press (See Campaign PRESS KIT Appendix 4B).
  • Send a news release to the media. (See sample in Appendix 7F we prepared for this event and all of Chapter 4 for information about working with the media.)

Conclude with a Walk:A short walk is a great way to reinforce the campaign message. Arrange for one of your guests to lead the walk. In Wheeling, the Mayor invited guests to join him for a 10-minute walk. Each community should decide the amount of walking time that is appropriate for their event. The walk, and campaign, was officially started with a ribbon cutting ceremony.

Don?t Forget to Thank EVERYONE! Remember to thank all participants promptly. Generate a thank you list from your sign-in sheets, invitation lists, and speaker contact information. If possible, add a personal hand-written note of thanks. This extra effort may encourage Kick-Off participants to attend future events and offer additional support for the campaign.

Note: Appendix 7G is a working document on the process of organizing the Kick-Off that illustrated how the above details were explained contemporaneously to staff. Such detailed communications are vital to a successful campaign. Leave no staff or important volunteers in the dark about the purpose, nature, and technical details of the campaign and campaign events.


Mark Fenton Media Day EVENT

Inviting a world class-walking expert, such as Mark Fenton, to visit the community will attract attention to your campaign. Even more important, the appearance of a walking expert will attract the media. Mark Fenton is an entertaining, persuasive, and knowledgeable walking advocate, and one of the nation?s foremost experts on walking

Planning for the Event

Lodging

When inviting an out of town speaker, be sure to arrange for lodging and transportation.

  • Reserve a hotel room soon after the speaker has confirmed. Reserving the room in advance will ensure availability.
  • A week before the speaker?s arrival, be sure to confirm the room reservations. It is also important to confirm the room for late arrival. This way the reservation will not be cancelled if the speaker arrives late.

Activities

7:30 - 8:30 am - Thought Leaders Breakfast, Ramada, Downtown Wheeling

A breakfast meeting can provide a positive start to the day. The Thought Leaders Breakfast provided an opportunity to talk with the community leaders about the importance of walking for the economy and for the general well being of the community. The purpose was to both inform and to motivate community leaders.

Be sure to schedule the breakfast at a convenient location with ample parking. In addition, schedule the breakfast at a convenient time. We suggest approximately 7:30 am. This time slot allows invited guests to attend before going to work.

Task for the Event:

  • Reserve a meeting room for 30 people.
  • Arrange for a healthy breakfast.
  • Invite influential members of the community. Invite local government officials, physicians, sponsors, and school officials. Offer a personal invitation by calling the individual 2-3 weeks before the event. Follow the invitation with a postcard reminder. (See Appendix 7H )
  • Prepare Campaign Information Packets for each attendee including a campaign schedule and information sheet. (See Appendix 4A)
  • Prepare the sign-in sheets. Create one for guests. Include Name, Organization, Address, Phone, and Email. Create a second for the Media. Include Name, Affiliation, and Contact Information. (See Appendices 6B and 6C.)

9:00-10:00 am - Assembly at Wheeling Park High School

A high school event provides an opportunity to involve youth in the campaign. Contact your local high school to offer an assembly on walking and its benefits. If you are implementing the campaign in a large community, you may not need to invite the entire student body. For example, WHEELING WALKS presented an assembly to the high school physical education classes.

Tasks for the Event:

  • Contact the school principal to arrange the assembly. We planned for 200 students and 50 guests from the community. Ask the principal to recruit student volunteers to assist with the event.
  • Contact Senior Center Director. Since WHEELING WALKS targeted 50-65 year olds, we wanted to invite a group from this age range to attend the assembly. We contacted the local senior center and arranged for a group to attend the assembly.

    Note: Many Senior Centers have transportation available for their members.

  • Arrange for assembly set-up. Ask the school staff to set-up for the assembly. Schools are usually equipped with a public address system and appropriate seating.
  • Choose individual for special recognition. To make the event special and personal, recognize an outstanding individual from the school that works to better the health of the community. You can honor a teacher, a coach, or even a student.
  • Prepare an agenda. Remember keep the program brief. (See sample in Appendix 7I )

10:00-10:30 am - Informal media session with print and/or radio

Schedule a time for media interviews. This will ensure the media has time to ask questions and the speaker has an opportunity to provide comments. (See Chapter 4 for information about working with the media.)

  • Set up an interview with the local newspaper during this time slot.
  • Invite the school paper to interview the speaker.

10:30 - 11:45 am - Film segments with the local TV station

See Chapter 4 for information about working with the media

12:00 Noon - Live Show at the newsroom

See Chapter 4 for information about working with the media

1:00-1:45 pm - Informal Assembly St. Vincent Elementary School

To support Walk Your Child to School Day, we scheduled an assembly at a local elementary school to kick off the program. It is rare to Be sure to utilize your

Tasks for the Event:

  • Contact the school principal to arrange the assembly. We invited third, fourth and fifth graders, faculty and parents.
  • Contact and invite a representative from the Police Department and/or Sheriff?s Department.

1:45-2:00 pm - Interview with more local newspapers

3:00-3:20 pm - Interview on live Radio show, WWVA

3:30 - 3:50 pm - Interview on Live Radio show, WVLY

5:10 and 6 pm - Live on local TV station

8:00 pm - Walking Clinic sponsored by the Ohio Valley Runners and Walkers Club and Wheeling Jesuit University.

Tasks for the Event

  • Contact the university to schedule the event. Be sure to arrange for an indoor location, in case of rain.
  • A week before the event, contact the university to confirm arrangements.
  • Invite volunteers. Call your volunteers. Invite them to attend and ask them to bring 5-10 people to the walking clinic.

Conclude the day with a Walk: A short walk is a great way to reinforce the campaign message. Arrange for the speaker to lead the walk.

Don?t Forget to Thank EVERYONE! Remember to thank all participants promptly. Generate a thank you list from your sign-in sheets, invitation lists, and speaker contact information. If possible, add a personal hand-written note of thanks. This extra effort may encourage participants to attend future events and offer additional support for the campaign.


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