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above is danielles part completed. check and let me know if i need to make changes

last few slides are on budget...

thats my feature with the photo put in..

in text reference looks like this (Guide Dogs NSW/ACT 2010)

and the bibliography looks like this Guide Dogs NSW/ACT, //Annual Report 2010//

THe stationary is aimed at children is certain aspect of the media relations campaign that we want to eb aimed at parents as they have the buying power

Guide dogs NSWACT Stationary release. the planned release of stationary aimed at prmary schools students through nsw and act via coles (their partner)

Tess - Media release (1 pg) Its set out better on the file Remove File

Media Release

Embargoed to December 30th 2011


 * __Coles and Guide Dogs NSW/ACT release stationary range.__**


 * October 2011:** Guide Dogs NSW/ACT have come together with Coles supermarkets to release a stationary line aimed at children in primary school in order to fundraise morning for Guide Dogs NSW/ACT organisation.

The range of stationary featuring folders, books, pencils, pencil cases and more set to be released to Coles Supermarkets in January 2012 will also include small facts in the hope of educating students about Guide Dogs and what they do.

“Our company relies heavily on donations in order to do the work that we do. This range of stationary allows to gain the money needed while educating young children about the importance of guide dogs in the lives of the blind and disabled.” says Guide Dogs NSW/ACT Chairman, Mr Barry Stephen.

Barry Stephen believes that this stationary range will not only help with the funding of the company but helps bring about the essential education and interest of young children.

The Guide Dogs NSW/ACT stationary will include photos of adorable guide dog puppies so that catch the eye of young children while the educational facts also present will encourage parents to make the purchases for their children.

Coles has been a major sponsor for Guide Dogs NSW/ACT for many years and is excited by the opportunity to support them in this new endeavour.

For further information on Guide Dogs NSW/ACT and Coles supermarket new stationary range, or extra information on either company visit their websites; [] and [] or contact

End

Sally Edgar, Public Relations Coordinator Telephone:(02)9412 9300 Email: media@guidedogs.com.au.
 * Media contact**

Scripts for broadcast media OR a VNR plan (2 pgs) Strategies & tactics (only include media relations) Budget (assume a $2,000 budget & pro-bono services) Evaluation methods to be used

Danielle: The brand new stationary range featuring gorgeous puppies from Guide Dogs NSW/ACT is this year’s must have for all students. The stationary features the unique photography from our very own Australian icon Ken Duncan, including images of Guide Dog puppies in training and interesting short facts and stories for children that will capture anybody’s heart! The stationary range features folders, books, pencils, pencil cases, rubbers and sharpeners and will be released on the 10th January 2012 into all Coles Supermarkets all around NSW and the ACT, available just in time for when school starts. In the past year the passionate instructors from Guide Dogs NSW/ACT have travelled over one million kilometres to deliver services to people who have vision problems. Now it is your chance to take part and assist one of the biggest state wide free services offered to people who really need it. The number of people seeking their services continues to grow. By 2020, it is likely that more than 250,000 people in NSW and the ACT will have a visual impairment serious enough to affect daily living – which is just one of the reasons to support such a great cause. The stationary will be available for purchase from all Coles Supermarkets ranging anywhere between $2 and $10, with 50% of the proceeds going directly to Guide Dogs NSW/ACT. Share the puppy love and buy your stationary today! As Chief Executive Officer of Guide Dogs Victoria since July 2005 and Chief Executive Officer of Guide Dogs NSW/ACT since October 2009, Dr. White is recognised for his deep understanding and experience with Guide Dogs, their owners and their trainers. To contact or interview Dr. White, call Sally Edgar, T: (02) 9412 9300 As Orientation and Mobility Instructor, Ms. Harris is provides hands on teaching for people with impaired vision. She offers individual training with the use of mobility aids such as a long cane and/or a Guide Dog. To contact or interview Ms. Harris, call Sally Edgar, T: (02) 9412 9300 Ms. Hirst has been legally blind since birth. She was born with Lebers Congenital Amaurosis, leaving her with very limited vision. Sarah moves about independently due to the help from her guide dog Ally. Sarah enjoys reading, writing, walking the dog, movies, theatre, jazz music, and visiting bars in the city with her friends. She is able to do these activities due to the ongoing support and services that she has received from Guide Dogs NSW/ACT. To contact or interview Ms. Hirst, call the Speaker Co-ordinator, T: (02) 9412 9307 Duncan has produced major publications including books and sequels featuring landscapes and 3D printing. On 26th January 2009 he was awarded a Medal of the Order of Australia for his services to the arts as a landscape photographer and publisher as well as his service to the Central Coast community. To contact or interview Mr. Duncan, call Ken Duncan Head Office, T: (02) 4367 6777 __**Coles Spokesperson**__ Coles has supported Guide Dogs NSW/ACT since 1982. To contact of interview, call Jim Cooper, T: (03) 9829 4354
 * __Blog__**
 * Back to school stationary range for children featuring puppy Guide Dogs **
 * __People available for interview __**
 * __Guide Dogs NSW/ACT Staff __**
 * Graeme White**, Ph.D., Joint Chief Executive Officer of Guide Dogs NSW/ACT, has spent 30 years in the Australian Pharmaceutical, Healthcare and Optical Industries in Marketing, General Management and Chief Executive roles.
 * April Harris**, Orientation and Mobility Instructor at the Chatswood Office, is a former student at University of New South Wales and has been involved with Guide Dogs NSW/ACT for 10 years.
 * __Guide Dogs NSW/ACT Service Recipient__**
 * Sarah Hirst**, B.A Majoring in English Literature, completed public relations course at TAFE.
 * __Photographer__**
 * Ken Duncan** is well known as the pioneer of Limited Edition Photographic Art in Australia and has been involved in professional photography for almost 25 years.
 * Jim Cooper**, Coles Media Relations, has been involved with Coles Group for many years and has experience in the media relations industry.

- Guide Dogs NSW/ACT provides its services free-of-charge to people in the community who are vision impaired. - Guide Dogs NSW/ACT is a non-for-profit organisation that relies heavily on the generous support of individuals donations. - Guide dogs NSW/ACT has a growing demand in the community for its resources. - To increase funds in order to keep up with the significant increase in demand for services that is predicted in the next 10 to 20 years. (referencing page 6 guide dogs AR 2010) - Within the next year to increase the number of money donated to Guide Dogs NSW/ACT by 10%. - Within the next year, to inform parents of the importance of the work that Guide Dogs NSW/ACT does for people who are vision impaired and the need for donations to Guide Dogs NSW/ACT. - Within the next year, to increase brand awareness in children aged 12 and under, as well as to increase their overall knowledge of what Guide Dogs NSW/ACT does for the community. Lucy is a nine-year-old girl who enjoys playing with her pet cats and her dog, as well as reading stories and writing. She was born with a condition called Ocular Albinism, meaning that her eyes lack the ability to see details clearly. Fortunately for Lucy, her condition will not deteriorate with age; however there is no cure for Ocular Albinism. Living with a condition like this makes small tasks slightly more difficult for Lucy. Recently, an instructor from Guide Dogs NSW/ACT went to Lucy’s school in order to help make it easier for Lucy to find her way around the grounds. Since then, she has undergone training that has taught her important lessons to help her complete tasks like crossing the road safely and using a long cane; both of which will help her throughout her whole life. “The cane training Lucy has received has increased her confidence to move around, as well as her awareness of the surrounding environment” said Lucy’s mother Eileen. Lucy is a bright girl who is growing and learning just like any other child her age. The things that Guide Dogs NSW/ACT has taught her will help her in many aspects as she grows older, however Lucy is not the only person that Guide Dogs NSW/ACT has been able to assist. The demand for these services will continue to grow. It is estimated that in NSW and ACT, more than 250 thousand people will have visual impairments that are serious enough to affect their daily living by the year 2020. The recent launch of the Guide Dogs NSW/ACT Stationary Kit is just one way that you can help make a difference in the life of somebody like Lucy. The beautifully decorated stationary kit contains all the necessities that children need throughout the school year. These items include a pencil case, pencils, an eraser, a sharpener as well as one book and one folder. Each of the pieces included in the pack are decorated exclusively with famous Australian photographer Ken Duncan's works. The stationary features photographs of puppies that are training for Guide Dogs NSW/ACT as well as interesting facts for children to learn from and share. Instructors like Lucy’s have travelled over one million kilometres in just one year whereby 3492 people have had the opportunity to be assisted. All of the support that is given to people like Lucy is provided without a fee. Guide Dogs NSW/ACT is a non-for-profit organisation that relies heavily on the generosity from individual donators. Each stationary piece costs between $2 and $10, with 50% of proceeds going to Guide Dogs NSW/ACT. This will allow the opportunity for Guide Dogs NSW/ACT to help other people just like Lucy. In purchasing this stationary, you will be supporting a worthy cause as well as helping to learn and educate others about Guide Dogs NSW/ACT.
 * __Key messages__**
 * __Aims/goals:__**
 * __Objectives:__**
 * __Newsletter (aimed for school newsletter)__**

Situation analysis: Current situation -General publics lack of knowledge on the full public access rights of Guide Dogs. -Cost and time to raise and train Guide Dogs. -Heavy reliance on donations- no government funding.
 * Leading provider of guide dogs in NSW/ACT.
 * No government funding- relies on the support of individual donors and partner organisations.
 * Dogs and services are supplied free of charge.
 * In 2010 Guide Dogs NSW/ACT reach over 3,492 people in both the Sydney metropolitan area and rural NSW completing 7,833 programs including follow-ups.
 * Bequests are the leading factor in the financial security of Guide Dogs NSW/ACT generating $12.8m in income 2009/2010.
 * Each dog costs $30,000 breed, train, and support throughout its working life, taking 18 months to be trained into a professional Guide Dog.
 * Guide Dogs NSW/ACT have between 300-350 volunteers helping provide care and services.
 * Guides Dogs can be used as assistance for people with vision impairments or as pets as therapy (PAT) for people who may be disadvantaged because of age, illness, disability, or isolation.
 * Wide range of services including white canes, GPS and electronic mobility aids.
 * Weaknesses:

Competitors

Barrrrrrbara Feature article (2 pgs) Targeted key and intercessory publics. Why? Implementation/timeline

Media Release

Embargoed to December 30th 2011


 * __Guide Dogs NSW/ACT release educational stationary range.__**


 * October 18 2011:** Guide Dogs NSW/ACT have come together with Australian children's illustrator Julie Vivas to design an educational stationary set for primary school children.

The stationary will be released as a celebration of the 30-year collaboration between Coles and Guide Dogs Australia and will be exclusively available in Coles supermarkets from January 10 2012.

The stationary will include books, pens, pencil cases and rulers and is being released as part of a campaign to increase awareness of Guide Dogs Australia, and will be released in time for the back to school season.

Guide Dogs NSW/ACT and Julie Vivas have worked together to create educational stationary that features Vivas’ iconic work as well as informative facts on Guide Dogs Australia.

Stationary prices will range between $2 and $10 with 50% of all sales being donated to Guide Dogs NSW/ACT, these donations will be put towards the training and supporting of guide dogs as well as orientation and mobility skill training for clients.

Guide Dogs NSW/ACT Chairman, Mr. Barry Stephen said, “This is an exciting opportunity allowing us to educate children about the importance of guide dogs, while working with one of Australia’s most iconic children’s illustrators which speaks to the heart of most Australian childhoods”.

For further information on Guide Dogs NSW/ACT and the new stationary range, or to get involved with the cause visit []

--END--

Sally Edgar, Public Relations Coordinator Telephone:(02)9412 9300 Email: media@guidedogs.com.au.
 * Media contact**