A Very Special Place

Final Project Report

Kelsy Rich
Online Communications and Web Presence Manager
richk24@uwosh.edu
Brennan Kegler
Web Developer
kegleb63@uwosh.edu

About A Very Special Place

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A Very Special Place, Inc. (AVSP) was created on October 19, 2014 to provided a unique,
high demand service that helps adults with special needs. Anticipated clients will have medical
needs (i.e. feeding tubes, standers, wheelchairs, seizure disorders), and/or behavior disorders
(i.e. autism, oppositional defiance disorder, and attention deficit hyperactivity disorder), that
the available day cares in this area are not equipped or staffed to accept. These children and
adults are not considered medically needy enough for a private duty nurse, but are more
than can be serviced in a typical day care with the staff and supplies available.
AVSP is located at 1000 W. Main Street in Little Chute, WI in a completely renovated
19,000 square foot building. A Very Special Place offers a variety of activities such as daily
living skills training as well as leisure and recreational activities. AVSP will first learn and
understand the needs of the client and then assist in meeting their immediate needs and
planning for the future.
On behalf of our group, we greatly appreciate A Very Special Places involvement in this
fantastic learning opportunity. With the full creation of our deliverables, we have experienced
a real-life example of situations we would be a part of during our professional career. Through
this project, we have extended our knowledge base and provided AVSP with great tools to begin
to establish its online presence.
Situation Statement and Objectives
This nonprofit organizations goal is to establish A Very Special Place with a website as
well as social media outlets. A Very Special Place specifically would like a social media
management plan regarding how to gain social media interaction and generate fundraising
income at the same time. As Executive Director Lorraine Yarbrough stated, Its important for
(A Very Special Place) to truly tell our story, and ensure that their online footprint extends to
its fullest reach.
The most important tool for business is a website. It is surprising the amount of
businesses that do not have a website or do not realize the importance of customers to be able

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to find information about the organization online. In todays day and age, most savvy
consumers do a reasonable amount of research before they do business with a company (The
Importance of Having a Website). Regarding the sensitive and trusting relationship clients
may undergo with A Very Special Place, its important that the organization has an established
online presence. Each and every deliverable that our group has prepared for A Very Special
Place ensures that the organization has a cohesive online experience. The website contains an
extensive amount of information regarding the programs AVSP offers, as well as contact
information if the client has any additional questions. The social media policy our group
provided ensures that any content posted online follows certain guidelines to portray the
organization as collective and professional. The Facebook page and Privacy Policy also strive
to present the organization as a trustworthy and reliable place to do business with.
According to The Reasons Why Your Small Business Needs an Online Presence, there
are various reasons why having an online presence is important. These reasons include
Accessibility, Brand Building, Greater Audience, and Easier Selling and Marketing (Williams
2015). When our group first learned about A Very Special Place, we were hard pressed to find
any information available about the organization online. Now, when A Very Special Place is
entered into any search engine, our newly created website shows up on the first page of results.
Target Audience and Strategy
A Very Special Places target audience includes aspects of B2B clients as well as B2C
clients. Local businesses (churches, for-profit, etc.) would be included in the organizations
target audience because these local businesses can donate resources as well as potential
clientele to A Very Special Place. Also included in A Very Special Places target audience are
parents of potential clients in need of daycare services in the 40-60s age group. As the
individuals that need these adult day care services are not typical clients, they are not directly
included in the organization's target audience.
Our groups implementation of multiple platforms strongly increases the opportunity to
connect with potential clients from A Very Special Places target audience. According to 5
Steps You Must Take to Reach Your Target Customer, it is important to determine what
criteria the business intends to use to identify the consumers it wants to reach. Previously, A
Very Special Place did not have online presence tools to showcase the programs that the
organization offers. After our group implemented the website as well as a draft of the Facebook
page, AVSP can now focus on directing organizational efforts toward the intended target
audience using these tools. For example, once the Facebook page is put into motion, AVSP can
connect with businesses in the surrounding area to focus efforts on the intended target
audience. In addition, once a connection is established, AVSP can use marketing tools such as
advertisements and paid posts to increase traffic to the organizations Facebook page.
Now that A Very Special Place has a brand new functional website, and the right tools in
place to create a fully functional Facebook page, the organization is monumentally more visible
to the general public as well as the intended target audience.
Project Deliverables

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There are various elements that our group has agreed to develop for a Very Special
Place. A Very Special Place has a Facebook page currently, but there is very minimal
information included. A more fully developed Facebook page will give the organization the
opportunity to connect with their followers, update these followers on their fundraising efforts,
and show the activities occurring within the business. This entails creation of events as well as
more frequent posting to further engage followers. For A Very Special Places continuing social
media needs, our group will also provide the client with a social media policy for all employees
that are conducting themselves on social media to ensure that there are no conflicts of interest
on the organizations social media platforms. This policy will detail various guidelines for
employees to follow to best represent a Very Special Place.
Along with improving A Very Special Places Facebook page, we worked toward the
creation of a new logo, as well as a functioning website developed via WordPress. With little to
no information about A Very Special Place to be found online, it is necessary to build up the
organizations SEO in order to gain attention from their target market. Our group will also
implement Google Analytics for the WordPress website in order to fully track and measure our
results for this project as well as future improvements.
The success of these deliverables will be determined in various different ways. The
Facebook adaptations will be measured by interaction within the pages as well as additional
likes and shares. The WordPress site will be measured by its functionality as well as tracked
by our implementation of Google Analytics. The success of the logo will be determined by the
clients approval and acceptance of the proposed design.
Logo Samples
Logos are essential to any business or organization, no matter how small. According to
The Five Essential Elements of Effective Logo Design, logos must be simple, memorable,
timeless, versatile, and appropriate. Due to the nature of A Very Special Place as a whole, our
group came up with eight new logo samples for the organization to consider implementing that
fit these basic criteria. The success of our logo samples will be determined by A Very Special
Places decision to implement one of our suggestions instead of the current logo.

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Website (www.avsp4u.org)
As discussed in the previous paragraphs, websites are extremely important for the wellbeing of any business. According to If Your Small Business Doesnt Have a Website, You
Might As Well Be Invisible, if a business is serious about expanding professional reach and
doesnt have a business or professionally designed website, the business might as well be
invisible to potential customers. As our group acknowledged this fact, we found it imperative
to create a fully functional, professional website that encompasses the needs of A Very Special
Place. The success of the website will be determined by the traffic the website gets as well as
business that is formed from customers being able to read about the organization online.

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Privacy Policy (www.avsp4u.org/privacypolicy)

As privacy policies are important for all types of organizations, it is imperative that A
Very Special Place has one implemented as the information the organization deals with on a
daily basis is extremely personal in nature. According to Creating a Successful Data Privacy
Policy: Key Elements to Consider, it is important to protect the confidentiality of the
information an organizations clientele submits. A Very Special Place keeps private medical
information, and its important that the clients understand that the organization protects their
confidentiality. The effectiveness of the privacy policy will be measured by the continuous
diligence to ensure the confidentiality of all client information.

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Social Media Policy

As A Very Special Place expands their online footprint to the social media world, it is
important that each member of AVSP understands what is expected of them online. To ensure
clear and concise expectations, it is extremely important to have a social media policy
implemented. According to 3 Reasons Why Social Media Policy is More Important Than
Strategy, social media is a team sport, and it takes a number of people to extend the reach of
social media in the best interest of the organization. If everyone is on the same page, it makes
it much easier to present the organization professionally and without incident. The success of
the social media policy will be determined by the interaction on A Very Special Places
Facebook page as well as the continuous posting of content relevant to the organizations social
media goals.

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A Very Special Place Social Media Policy

All staff and board members of A Very Special Place (AVSP) are encouraged to use social media
tools to promote the work of AVSP. Please observe the following policy:
1. Be Responsible. When you are personally posting to Facebook, sharing photos, or any other
form of online dialogue, be clear that it is an individual interaction, not an interaction from
AVSP. If you are posting on an AVSP account, be sure you are posting material that is a direct
representation of the organization and its work. Use common sense and common courtesy.
2. Be Smart. Most social media posts are visible to the entire world. Remember that what you
write will be public for a long time. Be respectful to AVSP, local organizations, our employees,
customers, corporate sponsors and competitors and protect your privacy.
3. Respect the Privacy of Others. Dont publish or cite personal details and photographs about
AVSP employees, volunteers, donors, corporate partners or vendors without their permission.
Any disclosure of confidential information will be subject to AVSP personnel policies that apply
to wrongful dissemination of information via email, conversations, and written
correspondence.
4. Be Respectful. It is okay to disagree with others but cutting down or insulting readers,
employees, bosses, funders, corporate sponsors and vendors is not appropriate. Respect your
audience and refrain from the use of obscenities, personal insults, ethnic slurs or other
disparaging language to express yourself.
5. Respect Time. Ensure that your social media involvement doesnt interfere with your work
commitments. Discuss with your supervisor if uncertain about the appropriateness of
publishing during business hours.
6. Dont Share Confidential Information. The nature of your work with AVSP may provide you
with access to confidential information regarding AVSP matters, our employees, customers,
donors, or volunteers. Respect and maintain the confidentiality that has been entrusted to you.
Do not divulge or discuss proprietary information, internal documents, personal details about
other people or other confidential material.
7. Write About Our Work. You have a unique perspective on our organization based on your
talents, skills, and current responsibilities. Share your knowledge, your passion and your
personality in your posts by writing about what you know. If youre interesting and authentic,
youll attract readers who understand your specialty and interests. Dont spread gossip,
hearsay, or assumptions.

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8. Be Honest and Transparent. Be transparent and use your real name, identify that you work
for AVSP and be clear about your role. If you have a vested interest in what you are discussing,
be the first to say so. Never represent yourself or AVSP in a false or misleading way. All
statements must be true and not misleading; all claims must be substantiated.
Facebook Page
Below is a mock Facebook page we created for A Very Special Place. As with any
business, it is extremely important to incorporate social networks in order to drive SEO and
communicate with your followers. Currently, A Very Special Place has a Facebook group as
opposed to a likeable Facebook page. This restricts the ability for followers to interact with
AVSP and does not allow for the organization to be searched by non-members. Due to the
limited capabilities of a Facebook group, we opted to create a Facebook page. This page was
designed keeping our Social Media Policy in mind. When this page goes live, it will include
similar imagery and post content as pictured below. The success of this Facebook page will be
measured by an increase in likes. Currently, AVSP has a total of 186 members within the
group, assuming that each of these members will be transferred to likes on the new page, we
will measure success by getting that number to 200 likes within the next month. Another way
to track the success of the AVSPs Facebook page will be through tracking analytics via
Facebook Insights. After A Very Special Place receives 30 likes on its Facebook page, Insights
will become active. Here AVSP will be able to view likes, reach, and engagement in detail to
track the success of this page. Individual post interactions (likes, comments, and shares) will
also be taken into consideration when measuring the success of the AVSP Facebook page.

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Google Analytics
Google Analytics is a must in todays business world. There are several business benefits
to Google Analytics including marketing campaign optimisation, website usability
improvement, target audience identification, and budget allocation (The Business Benefits of
Google Analytics). As the client must register their Google Account to Google Analytics, our
group has prepared the WordPress site for when AVSP generates its access code. To generate
an access code, the client can go to the Google Analytics plugin that was installed on the
WordPress website and login using their Google Account. After the access code is generated,
the client places the code in the designated area and Google Analytics will be fully functional.

Suggested Timeline for Implementation of Deliverables

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Future Recommendations for A Very Special Place

Now that A Very Special Place has a fully functioning website, it is essential for the
organization to get their Facebook Page up and running. Once the Facebook page is functional,
consistent and relevant posting is necessary to portray a clear message. In order to do this, our
group would recommend having a meeting with the individuals responsible for putting content
on the Facebook page, and establish a social media campaign that would best suit the
organizations goals (e.g., Facebook likes, interaction, reach, etc.).
To improve SEO in the future, there are a few things AVSP can do. First, setting up a
Google Business page will ensure that A Very Special Place shows up on the first page of
searches along with an address and directions to the location. Secondly, having an employee
responsible for upkeeping a blog for AVSP would greatly increase SEO and ultimately bring
more traffic to their website. Finally, setting up a Google AdWords account will assist AVSP
tremendously in its SEO efforts. Google Ad Grants is an option for nonprofit organizations that
provides these organizations with a budget of $10,000 per month in AdWords. This would be a
great opportunity for AVSP to not only improve its SEO, but to also market to potential clients.

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A similar organization, The Littlest Tumor Foundation, has a fantastic online presence.
Kelsy had the privilege of working for this organization as a Social Media Coordinator Intern,
and therefore has seen the ins and outs of their social media content strategy. With over 1,000
people connecting with them via social media. The Littlest Tumor Foundation has a Facebook
page, a Twitter account, an Instagram account, as well as a blogging presence. Each of these
tools makes strides towards further engagement and donations from the organization's fans.
Following the strategies used by The Littlest Tumor Foundation will ensure future success with
A Very Special Places social media strategies. Once these goals are established, it is important
to refer back to them periodically to ensure that they are being reached. A Very Special Place is
off to a great start, and it is clear that the organization will be a success!
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Boan-Dunham, Kary. "If Your Small Business Doesn't Have a Website, You Might As Well Be
Invisible." Techimuse. N.p., 26 May 2014. Web. 28 Apr. 2015.
Cheung, Ariel. "Coming Soon: A Very Special Place." Post-Crescent Media. A Gannett
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"Creating a Successful Data Privacy Policy: Key Elements to Consider."Optimal Networks.
N.p., n.d. Web. 28 Apr. 2015.
"The Five Essential Elements of Effective Logo Design - Overnight Prints Resource Center."
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Graham, Spider. "5 Steps You Must Take to Reach Your Target Customer - The Business
Journals." The Business Journals. N.p., 19 Nov. 2013. Web. 28 Apr. 2015.

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"The Importance of Having A Website for Any Business." Superweb. N.p., n.d. Web. 20 Apr.
2015.
The Littlest Tumor Foundation. N.p., n.d. Web. 11 Feb. 2015. <www.littlesttumor.org>.
Matesic, Emily. "New Life Is Coming to Haven of Hope." WBAY. Abc, 09 Dec. 2014.
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Marketing Land. N.p., 12 June 2013. Web. 29 Apr. 2015.
Williams, Jane. "The Reasons Why Your Small Business Needs an Online Presence." The
Reasons Why Your Small Business Needs an Online Presence. Houston
Chronicle, n.d. Web. 23 Apr. 2015.

Access and Passwords

Wordpress: (www.avsp4u.org/wp-admin)
Username: marquissee
Password: 4uRossman