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Osher Life Long Learning Institute

Osher Life Long Learning Institute. Katie Harvey Dan Mazur Amber Minor Lauren Peretti Kandace Ramseur Bianca Violante. OLLI Background. Founded in 1993, formerly known as Appalachian Learners Located in the Mountaineer Mall

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Osher Life Long Learning Institute

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  1. Osher Life Long Learning Institute Katie Harvey Dan Mazur Amber Minor Lauren Peretti Kandace Ramseur Bianca Violante

  2. 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 history

  3. Membership • Members can register for unlimited classes per term • Annual Membership: $65 • July 1 to June 30 • Term membership: $32.50 • Fall • Winter • Spring

  4. 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

  5. Target Audience • Primary • 50 years of age and older • 50 -74 years of age • 75 years of age and older • Approximately 3,400 (13 percent) residents of Morgantown • Retired WVU faculty • Retired educators • Couples or spouses • Secondary • Children of adults 50 years of age and older • Current volunteers

  6. SWOT Analysis • Strengths • Weaknesses • Opportunities • Threats

  7. Strengths • Currently have 400 members • Offers three terms a year • Sponsored by the WVU Center on Aging • Nationally recognized organization with 119 institutes • Affiliated with Fairmont Institute of Life Long Learning • 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

  8. Weaknesses • Not a well-known organization • Poor location with little traffic • Unclear message that does not resonate with community • Transportation unavailable to members • Lack of external funding • Ineffective use of technology • Possible future increase of membership dues

  9. Opportunities • Growth in members • $1 million grant award • Federal or state grants • Expansion of classes • Closer relationship with WVU • Association with WVU Alumni Association, local senior centers and nursing homes

  10. 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 years of age • 75 years of age and older • Children of adults 50 years of age and older

  11. PEST Analysis • Political • Economic • Societal • Technological

  12. Political • Volunteers • Active members • Course instructors • Educators • WVU Center on Aging

  13. Economic • Current • Low funding • Income • Dues • Donations • Grants • Potential • $1 million endowment • Increase in tuition • Needs • Funding

  14. Societal • Standing in community • 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

  15. 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 • Media relations • NPR • Aging with Grace television show • Five press releases

  16. Technological • Current status • Out-dated Web site • State-of-the-art • Not utilizing technology to their advantage • Potential for growth/improvement • The majority of members have access to or use the Internet • Opportunity to improve organization web site • Need a technology assistant for classes • Volunteer

  17. Objectives and goals • Short-term • 1 month (October) • Obtain 20 members from Morgantown Lifelong Learning Week held September 22-28 • Promote open house (December 10) to have 150 attendees • Mid-term • 3 months (December) • Obtain 50-80 new members • Obtain 500 hits on Web site • Obtain 5 news media hits • Long-term • 5 months (February 2009) • Obtain 100 new members by grant deadline February 12 • Obtain 3 more news media hits for a total of 8

  18. Strategies • Raise awareness of OLLI through personal contact and self mailers • 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 and personal contact • Identify spokesperson(s) • WVU faculty member (e.g. Dr. James Benner, President McGrath) • Affiliate with other organizations • West Virginia Association of Retired School Employees • AARP • West Virginia Bureau of Senior Services • Special Events • Encourage children of adults 50+ that OLLI gift certificates are a meaningful and worthwhile gift

  19. Tactics • Press releases • Op-ed piece • Feature story • Public service announcements (PSA) • Video news release (VNR) • Brochure • Fliers • Announcements • MIX • WVU intranet • Newsletter • Personal contact • Word-of-mouth • Revised website • E-mails • Blog • Social networking • Open House (Dec. 10) • Gift certificates/Incentives

  20. 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 • Op-ed piece • From a recently joined member on the benefits OLLI offers • Feature story • Spotlight on Dr. James Benner

  21. PSAs and VNRs • Public service announcements • 60 seconds • 30 seconds • 20 seconds • Video news release • Story board

  22. Brochure

  23. Fliers

  24. Postcard

  25. Announcements • E-mail • MIX • WVU intranet

  26. Newsletter

  27. Personal Contact • Personal contact • Presentations at local senior centers, retirement communities, nursing homes and professional organizations • Clarify details of OLLI and encourage questions • Word-of-mouth • Facilitate discussion among potential members

  28. Internet • Revised website • Site map • Suggestions for improvement • Blog • Twitter • Create a blog to encourage discussion on OLLI • Social networking • LinkedIn • Facebook • MySpace

  29. Media List • Print • Newspapers • Dominion Post, Monongalia Co., WV • Daily Athenaeum, Monongalia Co., WV • The Jeffersonian, Monongalia Co., WV • Times West Virginian, Marion Co., WV • Clarksburg Exponent Telegram, Harrison Co., WV • Daily Courier, Fayette Co., PA • Grafton Mountain Statesman, Taylor Co., WV • Herald Standard, Fayette Co., PA • Oakland Republican, Garrett Co., MD • Magazines • Wonderful West Virginia • Goldenseal • West Virginia Executive • WVU Alumni Magazine • Radio • WWVU 91.7 FM • WVAQ 101.9 FM • WKKW 97.9 FM • WCLG 100.1 FM • WVPM 90.9 FM • WZST 100.9 FM • WAJR 1440 AM • WCLG 1300 AM

  30. Media List (continued) • Television • Channel 3 • WBOY-TV, Channel 12, Morgantown, WV • KDKA, Channel 2, Pittsburgh, PA • WDTV (CBS), Clarksburg, Weston • WNPB-TV (PBS), Clarksburg, Morgantown • WVU News, P.I. Reed SOJ • Internet • MIX homepage • MountainLair.com • WVU homepage • OLLI website • Presidential blog

  31. Calendar

  32. Calendar (continued)

  33. Calendar (continued)

  34. Budget • Newsletter – WVU Printing Services • Paper • Printing • Mailing • Postage • 42 cent x 1000= $420 • Special Events • Open house • Allotted $500 • Gift Certificates • Allotted $250 WVU Printing Services General Pricing Structure-Includes Setup LetterheadPer 1000One-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 Blank#10 and #9 Envelopes One-Color $115.00 Two-Color $131.00 Blank#10 Window Envelopes One-Color $118.00 Two-Color $134.00

  35. Budget (continued)

  36. Budget (continued)

  37. Budget (continued)

  38. 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 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 announcements (PSA), e-mails, social networking, blog, brochure, newsletter, feature story, video news release (VNR), op-ed piece

  39. 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 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, social networking, blog, brochure, newsletter, feature story, VNRs, op-ed piece

  40. 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 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, social networking, blog, brochure, newsletter, feature story, VNRs, op-ed piece

  41. Evaluation • Informational Objectives • How many members of the target audience did the campaign reach? • 50-74 year olds • Based on new/renewed membership total • 75+ year olds • Based on new/renewed membership total • Children of 50+ year olds • Based on number of sold gift certificates • How well does OLLI’s message resonate with its audience? • Survey • 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?

  42. Evaluation (continued) • Behavioral Objectives • How many of our projected memberships did the campaign score? • 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? • Where were the certificates purchased? • Output Objectives • How many media hits did the campaign receive? • TV • Print • Radio • 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

  43. Questions ?

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