Spring 2011 Public Relations

Workshop

Client Report
For

22nd Annual Systems Unlimited Golf

Classic
Instructor……………………………………………………………………Dr. Petya Eckler

Creative Team Account Executive……………........…………..……….Kelli Sullens

Research Team Account Executive………………………..……..Andrew Monroe

Creative Team…………………………………....…………………...…......….Devin Grask

Clara Hogan

Zac Lampe

Leah McClure

Brian Stewart

Lauren Wretman

Research Team……………………..…………………………………………. Sam Driscoll

Janessa Hageman

Colleen Kennedy

Mike Lauren

Amy Tiffany

Travis Varner
 Table of Contents

Executive Summary…………..………………………………………………………………………………….1

SWOT Analysis………………………..……………………………………………………………………………2

Competitor Analysis…………..………………………………………………………………………..……..…4

Target Audiences………..………………………………………………………………………………..………6

Secondary Research on Target Audiences…………………………………….………………….........7

Primary Research on Target Audiences…………….………………………….………………….…..11

Secondary Audience…………….……………………………………………………………….…………….13

Social Media ……………..……….………………………………………………………………….……….…..16

Goals and Objectives……….…………………………………………………………………………..……...18

Strategies and Tactics……………………..…………………………………………………………….…….19

Messages and Themes…………….……………………………………………………………….…...…….25

Creative .…….…………………………………………………...…………………………………………..…….28

Monitoring and Evaluation………………………………………………………………………………….

Appendix……………………………………………………………………………………………………….…..32
 Executive Summary

About Systems Unlimited

Systems Unlimited, Inc. is a non-profit organization that has provided services to adults and
children with disabilities, mental health needs, and other challenges throughout Eastern Iowa for
the past 40 years. Services include supported living, employment services, a day program, and
remedial and therapy services. The organization serves over 1,000 children, adults and families
in 45 cities and towns in Eastern Iowa, generating over $13.7 million in revenue per year.

Problem Statement

Recently, Systems Unlimited has found it difficult to maintain and expand participation and
sponsorship in its biggest annual fundraiser, the Golf Classic. Past participants are aging out of
the tournament and Systems is looking to expand the tournament involvement to new businesses
and individuals.

Overview
This year (2011) is the 22nd annual Golf Classic for Systems Unlimited. The Golf Classic is held
at Pleasant Valley Golf Course on May 9. In the past, it has been an “internal” event with little to
no publicity. Systems Unlimited counted on repeat participants to fill sponsorship positions and
teams.
This strategic plan recommends research-based strategies, tactics, messages and themes, whose
overall goals are to increase awareness, participation and sponsorship in the Golf Classic and
other Systems Unlimited fundraising events. The recommendations are based on primary and
secondary research of the target audiences that have been identified: local businesses and “baby-
boomer golfers.”
The research showed that Systems Unlimited’s good cause and the fun experience of golfing
were the main draws to the event between both target audiences. Therefore, the overall theme
focused on fun and the charitable cause of the event. As a part of this theme, two messages were
developed: “Fore! A good cause” and “Play. Sponsor. Donate.” The proposed strategies include
promotion through local media, placing promotional materials in local businesses, using social
media to foster relationships with target audiences, increasing exposure of participating
businesses, emphasizing the social aspect of the game, and creating a monthly newsletter for
participants. The creative team developed a poster, an informational card, a Facebook page, an
event brochure, display boards, and table centerpieces for the Golf Classic event.

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 SWOT Analysis

Systems Unlimited can grow its golf tournament by maximizing its multiple internal strengths
and the external opportunities and minimizing its internal weaknesses and external threats.

Strengths

 The Golf Classic has been occurring for 22 years, longer than any other Golf Classic in the area,
and has established long-term support from local businesses.
 Systems Unlimited holds other events throughout the year, which can be used to further
publicize and establish the overall brand awareness. The more knowledge the community has
about Systems Unlimited, the more likely they are to participate in its various events.
 Systems Unlimited provides a unique range of services in the local community and can use the
importance and impact of its service to generate interest in fundraising.

Weaknesses
 Typical participants in the annual Golf Classic are aging and may no longer be interested in
participating.
 Many local community members are unsure of the purpose or mission of Systems Unlimited.
 Many local community members are unaware that Systems Unlimited has a golf outing.
 The Systems Unlimited Golf Classic has no designated logo, and the name of the event is
generic. Brand awareness for the services the organization provides cannot be derived from its
name “Systems Unlimited.”

Opportunities

 Iowa City residents are welcoming to nonprofits. Five out of seven interviewees participate
regularly in an annual golf charity.
 This charity golf event has very good timing — it is the second of the season. Because the SUI
Golf Classic is early in the season, golfers are eager to get out and participate and are not burnt
out yet, as could be the case later in the year.
 There are 8,007 small businesses in Johnson County, which gives Systems Unlimited an
opportunity to receive sponsorship from many more companies.
 Systems Unlimited can grow on the Internet because the primary target audience is engaged in
web-based communication.
 Businesses strive to be socially responsible and are looking for new ways to donate and get tax
credits.

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 Systems Unlimited’s secondary audience is baby boomers; they are 15.9% of Iowa City’s
residents.

Threats
 An increasing number of nonprofit fundraisers are occurring through the University of Iowa and
Iowa City. There are over eight golfing events throughout the golfing season starting April 29
and run until mid-September. This causes high competition for the same donors and participants.
 A variety of fundraising events occur throughout the summer outside of the golfing sector,
further increasing the competition among charitable organizations in the Iowa City area.
 Many (60%) businesses nationwide have cut their annual donations by 10% due to the recession.
This weakens Systems Unlimited’s opportunity to gain new sponsorships and participation.

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 Competitor Analysis

At least eight other charity golf events occur in Iowa City. These events serve as direct
competition that can draw away participation from the Systems Unlimited Golf Classic. Below
are the descriptions of several golf events in the area. For a calendar of their dates, see the
appendix.

 I-Envision Uptown Bill's Golf Outing

This event occurred on April 29, 2011 at Brown Deer Golf Club. I-Envision is the
University of Iowa’s Entrepreneurship Club, and targets students and faculty. Student
participation is $60, faculty participation is $70, and general public participation is $80.
Other sponsorship opportunities are available.
http://tippie.uiowa.edu/ienvision/index.html

 Fareway/MDA Golf Classic

No information available

 University of Iowa Children’s Hospital Open

This event occurs on June 3, 2011 at Brown Deer Golf Club. Entrance fee is $1,500 per
team or $375 per person, and is 80% tax deductible. This event has the most organized
website and also provides a more competitive environment than the other fundraisers.
The event includes up to a $10,000 prize and a gift pack for each golfer with a $100 gift
card and a free putter. Food is provided by Panera Bread Bakery-Café and Texas
Roadhouse.
http://www.uichildrenshospitalopen.com/golf/university-of-iowa-childrens-hospital-open/

 Fore the House Golf Outing (Ronald McDonald House)

This event occurs on June 13, 2011 at Finkbine Golf Course. Sponsor opportunities range
from $250 to $3,500. Individual registration is $150. Information regarding sponsorship
and participation is available online.
http://www.rmhciowacity.org/pages/fore_the_house_golfing_event

 Romanowski/Regina VIP Golf Classic

This event occurs on June 20, 2011 at Pleasant Valley Golf Course. Sponsorship
opportunities range from $100 to $1,000, and a foursome is $500. Food and raffle prizes
are included.
http://www.regina.pvt.k12.ia.us/files/2011%20Brochure%20(1).pdf

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  Lion’s Club Golf Outing
This event occurs July 11, 2011 at Finkbine Golf Course. The entrance fee is $125 per
person, or $500 as a team. Sponsorship opportunities include $500 hole sponsors, $100
sign sponsors, and various “achievement sponsors.” These sponsors include multiple
$250 sponsors for longest men’s and women’s drive, closest to the pin, and longest put.
The event includes other prize opportunities including a free car for a hole-in-one on one
of the 13th hole.
www.iowalions.org

 Glenn Roberts Elks/Iowa City Hospice Golf Classic

This event occurs on August 1, 2011 at Elks Lodge #590. Participation costs $300 per
team. Information about participation/sponsorship is not available online.
www.iowacityhospice.org

 City Carton Children’s Cancer Golf Tournament

This event occurs on August 9, 2011 at Brown Deer Golf Club. Sponsor opportunities
range from $650 to $6,000. Last year, over 160 golfers participated.
http://www.citycarton.com/CCRGolf2011_SponsorshipInformationForWeb.pdf

Systems Unlimited is priced higher for participation than the other charitable golf tournaments in
the area. Sponsorships pricing is very similar to its competitors. Systems Unlimited is the second
golf outing of the year, with the first golf outing being two-three weeks earlier.

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 Target Audiences

Primary Target Audience

The Golf Classic’s primary target audience is local businesses. Information provided by Systems
Unlimited indicates that the majority of teams and VIP, tournament, regular, and hole
sponsorships come through local businesses. The $125 player fee is usually funded by local
businesses that organize teams of four. Informing local businesses/organizations about the
Systems Unlimited Golf Classic can establish a group acknowledgement of the event within the
workplace, start the conversation about team participation or company sponsorship, and maintain
the relationship between Systems Unlimited and these local businesses/ organizations.

Secondary Target Audience

The Golf Classic’s secondary target audience is men and women over the age of 40 who golf, or
“baby-boomer golfers” from the Iowa City area (this target audience primarily consists of baby-
boomers, but it extends to those slightly younger as well). Secondary research indicates that the
average golfer is 39-40 year old. This secondary audience supplements the primary audience,
because many local businesses are owned and operated by baby boomers. “Baby-boomer
golfers” have both skill and interest in the fundraiser with past golfing experience and more
financial stability, which makes participation possible. Many of these people have important
decision-making positions in local businesses and organizations, and can influence participation
from the primary audience.

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 Target Audiences – Secondary Research

By Janessa Hageman & Amy Tiffany

Primary Audience

The primary target audience for the Golf Classic is businesses in the Iowa City area.

Socio-demographics

Businesses likely to donate have annual profits of $75,000 and higher.1 In 2007, Iowa had over
37,000 businesses with five to nine employees. In Johnson County there are 8,007 small
businesses.2

The three largest industries in Johnson County are retail trade, health care and social assistance,
and accommodation and food services.3 These industries have the highest revenue, payroll, and
largest number of employees. Therefore, these industries fit the characteristics of businesses
possibly interested in participation, and also because golf is the sport of choice for corporate
America.

Businesses part of the Iowa City Golf Association may be important to approach for sponsorship.
These include Hy-Vee, Farmers & Merchants Savings Bank, AW, Welt, Ambrisco Insurance
Inc., Iowa City/Coralville Area Convention & Visitors Bureau, Simmons Perrine and Moyer
Bergmann, HJR Financial Group, S & E Electric Inc., Overhead Door, Goodfellow Printing,
Taylor Made, and Sports Authority.4 These groups have varied products and services - banks,
financial groups, law firms, printing services, a grocery store, and sport industries. Therefore,
there is no trend in what types of businesses participate in charity golf tournaments.

Psychographics

Businesses strive to be seen as socially responsible. Getting involved in the community is

important to establish their presence.

It is important for businesses to cut taxes, and making donations is tax deductible.5

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60% of businesses nationwide cut their annual donations to various events and programs by 10%
in the last year, which may be a challenge for sponsorship.6

Reasons for Participation

Companies endorse, participate, and donate to charities to improve their brand recognition,
provide positive image connotations, and boost their overall company brand.7

Companies are driven to participate if there is an incentive, whether tax related or reward related
through raffles, prizes or cash prizes for participation.8

Secondary Audience

The secondary target audience is men and women 40 years and older, who enjoy golf, referenced
as baby boomers in this report. Here we expand the standard definition of baby boomers, which
traditionally includes people aged 46 to 64.9

Socio-demographics

The secondary target audience includes men and women 40 years of age and older, who are
married and with children. The average age of a golfer is 39-4010 and the average income is
$80,000.11 In 2007, the median income in Iowa City was $54,841, which shows that golfers tend
to have income above the local median.12 Of all golfers, 85% are college educated with a
bachelor’s degree13 and 90% are homeowners.14 Iowa City has a population of 131,005, and 47%
of residents have earned a bachelor’s degree or higher.15 The most common professions for
golfers are executive positions in business, law or local heads of departments.16 The occasional
golfer will play 1-7 rounds a year, whereas a core golfer will play 8-24 times a year.17

Psychographics

Golfers have a large discretionary income due to their middle-to-upper-class social standing.
They spend more money on luxury items compared to those who do not golf. For example,
golfers spend an average of $311 on golf apparel a year.18

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57% of golfers have eaten at a fine dining restaurant in the past year, 45% have attended
spectator events, and 77% drink at least once a month.19

35% of area golfers are paid members of at least one of the area golf courses.20

Reasons for Participation

Business people, golfers, and baby boomers have an emotional desire to help others. They want
to see that their money is making a difference.21

Baby boomers are innovators and early adopters. They like to be involved in the community.

People who volunteer value relationships and like to spend time with family and friends. They
have busy lifestyles, and married couples happen to volunteer more.22

Friends and family of those associated with SUI would be motivated to participate because of
emotional ties to the people served by the organization and SUI as a whole. People with family
members or friends with disabilities currently not associated with SUI may be more inclined to
participate.

Opinion Leaders within Primary and Secondary Audiences

Formal opinion leaders are those in elected or appointed positions, such as elected public
officials or individuals chosen to head unions, special-interest groups, and non-profit
organizations. Informal opinion leaders are those individuals who are not in elected or appointed
positions, but can influence others because of personal characteristics such as charisma or
assertiveness.

The following is a list of identified formal and informal opinion leaders, who could be contacted
about participation. Many individuals are also owners, managers or CEOs who would be
responsible for making the decision to participate on a company level or to be sponsors in the
event. The benefit of approaching opinion leaders is that they can spread the message among the
people they influence and thus exponentially increase the reach of a message and its
effectiveness.

University of Iowa faculty/departments

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REACH Program faculty members: Dennis C. Harper and Jo Hendrickson
Iowa head men’s golf coach: Mark Hankins
Assistant Iowa men’s golf coach: Tyler Stith
Iowa head women’s golf coach: Kelly Crawford

Iowa City Golf Association executive members

President: Craig Schroeder

Vice President: Josh Schamberger
Secretary: Brad Goodfellow
Treasurer: Jack Zimmerman
Members: Matt Adam, Doug Fredericks, Tim Hawkins, Terry Hockom, Jon Huinker, Jeff
Maske, Chad McCarty, Sean McCarty, Bob Muller, Ed Schmucker, and Jay Strunk

Iowa Golf Association executive members in Urbandale, Iowa

Executive Director: Bill Dickens

Assistant Executive Director: Chad Pitts
Director of Member Services: Jason Bjorklund
Manager of Member Services and Women’s Golf: Noel Treibel

Iowa City Area Chamber of Commerce executive board members

Stacey Cyphert, Charlie Funk, Bruce Guither, Patricia Heiden, Nancy Quelhorst and Craig Willis

Media Outlets to Reach Formal and Informal Opinion Leaders

Local newspapers: Daily Iowan, Press-Citizen, Cedar Rapids Gazette, Des Moines Daily
Register, The Business Corridor Journal, and accompanying websites
Local TV/Radio stations: KCRG, 800 KXIC “Home of the Hawks”

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 Target Audiences – Primary Research

Primary Audience

By Sam Driscoll & Mike Lauren

The research team conducted in-depth interviews with local businesses that have sponsored the
Golf Classic in the past. The goal of the interviews was to find out why businesses chose to
sponsor the Golf Classic in the past and what drives them to participate in charity events in
general. Past sponsors from the Iowa City and Cedar Rapids areas were contacted and
interviewed by telephone or e-mail. The following businesses and persons were interviewed:

 A&J Associates: Victor Amoroso Jr., president

 City Carton Recycling: Andy Ockenfels, owner
 Goodwill of the Heartland: Dana Engelbert, vice president of marketing
 US Bank: Julie Nieland, banker
 Freeman Lock and Alarm: Michell Freeman, owner
 Hawkeye Harley Davidson: Jesse Bruss, manager
 T+K Roofing: Kurt Tjelmeland, executive vice president
 VSP Engineering: Bob Simmering, owner
 AW Welt Ambrisco: Dave Winegarden, development team
 Iowa Community Credit Union: Jean Knepper, vice president director of public relations
 Knutson Construction: Darin Knapp, general manager
 Optimist Club Iowa City: Tim Sullivan, president

General Findings

Businesses have been involved with Systems Unlimited for a wide range of time. Some
businesses have supported the tournament since its start 22 years ago, while others have done it
only within the last two years. Overall, 83% (10 businesses) said they had been sponsoring
within the last 10 years.

Half of the respondents said they learned about the Golf Classic by being business partners with
Systems Unlimited, while two respondents, Freeman Lock and Alarm and A&J Associates PC,
said they learned about the golf tournament through a mailing campaign several years ago. In

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addition, around a quarter of respondents said they were on the board of directors for Systems
Unlimited.

The number of other charities each small business participated in varied greatly. A&J Associates
and City Carton Recycling participated in two and five golf tournaments respectively. Other
businesses, such as Hawkeye Harley Davidson, said they sponsored or donated to over 100
charities, while US Bank responded with two to three dozen.

A third of the businesses said they had employees with mental disabilities working with them,
while two thirds did not.

Good cause and good organization stood out as key phrases during the interviews. Two thirds of
the businesses said those were the reasons they participated.

Benefits from Participating

Several benefits from involvement with the Systems Unlimited golf tournament were identified.
As state above, two thirds of businesses said they liked that everything was for a good cause or a
good-hearted organization. In addition two businesses responded that they enjoyed golf, and
another two said that they were business partners with Systems Unlimited in some capacity. In
addition, one business said they hoped to increase visibility in Eastern Iowa by participating.

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Secondary Audience
By Colleen Kennedy & Travis Varner

The research team interviewed in depth seven local golfers between the ages of 36 and 64.
Interviews were conducted via telephone or in-person. Topics included level of golf
participation, previous charity golfing involvement, local media use and others.

Three interviewees played 30 to 40 rounds of golf a year, or approximately once a week during
the golf season. Three played 15 to 20 rounds of golf a year. Five of the golfers participated in
one or two charity golf tournaments a year.

None had participated in the Systems Unlimited Golf Classic previously. Four of the participants
(57%) were unaware of Systems Unlimited’s purpose or mission. The other three (43%) knew
that Systems Unlimited helps individuals with disabilities. Six (86%) were unaware that Systems
Unlimited hosts a charity golf tournament. Details about each participant are below.

Gary, 59, public relations science editor for the University of Iowa

Gary plays about 15 rounds of golf annually. He plays in two charity golf events a year and is an
avid media consumer. He is more inclined to participate if the price is right, the cause is
identified, and the tournament is well organized. He will not participate if wait times between
holes are too long.

Barb, 41, outreach consultant for ACT

Barb plays five rounds annually. She does not play in charity golf tournaments because of a busy
home life and not enough free time. She would be more likely to participate if friends were
involved, and she watches the local news occasionally.

Tim, 52, construction worker

Tim plays an estimated 40 rounds annually. Two of those are charity events. He participates if he
has a heavy interest in the cause. He is competitive and a heavy local media consumer, using
KCRG, Cedar Rapids Gazette, The Daily Iowan, and the Press-Citizen for news.

Rich, 51, vice president of The University of Iowa Foundation

Rich plays 30 rounds per year; two of those are charity events. He participates if he has a
business relationship with sponsors involved. He likes structured golf tournaments and is highly
motivated by friends’ participation. He reads news exclusively in print.
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Jim, 64, retired

Jim plays about 18 rounds of golf annually, with six of those being for charity. He likes to
participate if the charity tournament is affordable and if his friends are participating. He
consumes a lot of local media.

John, 66, professor at the University of Iowa business school

John plays 20 rounds of golf annually with none of those being for charity. Barriers to
participation are timing constraints and cost, preferring to give money to charities directly. He
tends to only consume print media.

Dave, 36, sales consultant

Dave plays 35 rounds annually with one being for charity. A friendly competitive atmosphere
with good food gives him reason to participate. High event costs are a barrier for him. He
consumes little news through local media.

Benefits from Participation

The main reason the interviewees chose to participate in charity golf events was the cause or
organization hosting the event. Six of the golfers were more likely to participate in a tournament
hosted by an organization they already supported. Another reason for involvement was the cause
the organization represented. Extensive explanation of the cause is welcomed, as the participants
want to know how their money positively impacts the organization.

“If price is reasonable and the cause is plausible for donation, then I’m usually content
with offering some donation.” — Gary

“There’s so many around here, you could play in a lot of them, but I play because of the
sponsors.” — Rich

“If the event is for a cause that’s close to my heart, I would play.” — Barb

“It’s great getting to help a good cause while playing the sport I love.” — Dave

“If the organization shows how the funds being raised are put to use, I would be inclined
to participate or donate.” — Tim

Smaller crowds and smaller contests such as “the longest drive,” “best ball,” and raffles also
facilitated participation. A social atmosphere was critical, as they enjoyed meeting the people

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running the event. Friends and coworkers facilitated participation more than any other variable:
five people (71%) said that friends or coworkers encourage participation.

“If you can play with folks you know and like, it is so much fun.” — Barb

“If a friend of mine that I like to play golf with says he is participating, I would play in
the event.” — Rich

“If three or four guys I knew said they wanted to play, that’s the most important thing.”
— Jim

“It makes for a much more enjoyable experience if you can play with friends.” — Tim

Barriers for Participation

A common dislike about charity golf participation amongst the sources was their disorganization.
A discombobulated tournament promotes a chaotic atmosphere and slows the speed of the game.
Four of the seven interviewees (57%) were frustrated with previous tournaments’ slow pace of
play.

“If it takes a while to tee off and there is a lot of waiting around at each hole, it is
frustrating.” — Tim

“Speed of play is generally slow.” — Dave

“I just want an organized, fluid event promoting a fun atmosphere.” — Gary

Another common barrier for participation was having little free time to dedicate to playing in
another charity golf tournament. Five people (71%) said lack of free time deters their
involvement. In addition, three people (43%) said the cost of the event deters their involvement.

“Usually the timing is bad and charity golf tournaments tend to be expensive.” — John

“I’ll play up to a certain amount, but after a certain amount, I don’t want to play
anymore.” — Jim

“A busy schedule deters me from playing more often.” — Barb

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 Social Media for Caregiving Organizations

Although the use of social media may seem most applicable to retail/commercial businesses
directly selling to consumers, many caregiving facilities are already using different types of
social media. Social media presents an opportunity for caregiving organizations to expand their
public relations strategy, build loyalty among supporters, collaborate with similar organizations
or crowdsource ideas, network, fundraise, attract new members and even lobby lawmakers.23 A
major challenge to using social media to its fullest potential is the fact that caregiving
organizations must comply with the Health Insurance Portability and Accountability Act
(HIPPA) regulations that protect the privacy and confidentiality of the people they serve.
Therefore, the research team examined the current use of social media by hospitals nationwide,
which abide by the same HIPPA rules as Systems Unlimited. Facebook and Twitter dominated
the social media landscape and are discussed in detail below.

Facebook

The evaluation of several hospitals in and out of state showed that they were actively posting on
their own wall from multiple times a day to once a week. Systems Unlimited may not need daily
updates, but a weekly post could help generate interest and brand recognition within Iowa City
and keep community members engaged.

 Posts

Posts included linking to relevant news sources, stories about patients, rankings of the
hospitals, research related to health/caregivers, raffles and prizes, photos of recent events,
“caregiver of the day,” event notifications, seminars, new technology, services the
hospital provides, awareness videos, and stories from satellite caregiving facilities. Many
posts were from outside sources and were educational in nature. Systems Unlimited could
use outside sources for posts on days when nothing special happens. The most consistent
trend in the posts is that they occurred frequently. However, the content of the posts was
quite varied. Regularly generating content, with topic areas like these, will help to
develop an identity and purpose for Systems Unlimited that is visible to the general
public. Under HIPAA, Systems Unlimited may not disclose names or faces of its clients
in posts without permission. However, Systems Unlimited can encourage posts from its
clients’ family on Systems Unlimited wall. That information may not be edited.

 Commenting

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 One of the most useful tools exhibited by hospitals using Facebook was the option to
comment. Virtually all comments the research team found were positive and allowed for
those who benefitted from the hospitals to give feedback. Giving viewers the opportunity
to “Like” posts is important as well. The combination of these Facebook activities not
only allows for two-way communication and engagement, but also increases the posts’
visibility. The more interaction a post receives, the more likely others are to view it via
their news feed page, or via a friend’s page.

Twitter

Many of the hospitals replicated posts from their Facebook pages onto their Twitter pages.
However, more of the posts came in the form of links to other webpages. In general, however,
Twitter simply provides another medium to reach the local and online health communities with
content similar to Facebook. One unique opportunity from Twitter is “re-tweeting” posts from
other caregivers who have posted relevant information. This can make the task of regularly
updating easier when original content is not available. Re-tweeting a few posts a week and
subsequently providing original content helps to maintain engagement during the whole week, so
that viewers will be more likely to see the original content. Once again, frequency is a major
trend and a major factor in a user’s popularity, with updates equally and even more frequent than
on Facebook. One reason for that is the more dynamic nature of Twitter compared to Facebook.

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 Goals and Objectives

Key Strategies and Tactics

Strategy

Promote the Golf Classic through local and online media outlets.

Tactics

 Send press releases about the Golf Classic to local media such as Daily Iowan, Press-
Citizen, Cedar Rapids Gazette, Des Moines Daily Register, The Business Corridor
Journal.

 Collaborate with local television and radio stations for free placement of promotional
materials. The following local TV stations present opportunities for such
collaboration.

 ICPL- Iowa City Public Library. Located in downtown Iowa City, the public
library serves as an information center for Iowa City and much of Eastern
Iowa. The library offers classes, seminars as well as The Library Channel,
which airs educational programs targeted at patrons of the library. In order to
receive this channel one has to have Mediacom as their service provider.

 IPTV- Iowa Public Television. It serves the entire state of Iowa and has an
average weekly viewership of over one million. The channel mirrors PBS in
that it airs mainly educational shows with pledge drives interspersed
throughout their programming schedule.
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  PATV- Public Access Television. The stated mission is to allow diversity of
community communication. Local citizens can use the technology provided
by PATV to make and edit their own programs. Anyone who uses PATV’s
equipment or their own can then broadcast their program on Channel 18 in
Iowa City.

 UITV- University of Iowa Television. It provides educational programming to

the University campus, Iowa City, Coralville, Cedar Rapids and other
surrounding communities. Programs aired on UITV are generally related to
the University whether they relate to lectures, classes or DITV.

 Mediacom Newsleaders – it provides programming to every state which

Mediacom serves. The programming found there is suited mainly to the local
area in which it is being aired. These can be anything from high school sports
to local political forums. The closest channel is located in Cedar Rapids.

 Invite the channels above, news channels KCRG, KWWL, KGAN, and radio station
KXIC “Home of the Hawks” to the event as an opportunity for a news story.

 Use online media such as e-mail, list-servs, community online newsletters, Facebook
and Twitter.
 Press releases and PSA’s should be relevant to the primary audience, and provide
contact information along with the ways that the Golf Classic can benefit a local
business (exposure, positive image, networking, for a good cause).

Strategy

Promote directly to local businesses through online and offline channels.

Tactics

 Launch a poster campaign (see promotional materials) that will be placed in local businesses
whose main customer base is the secondary target audience.
 Maximize the effectiveness of the poster campaign by placing accompanying
information cards in those same businesses.
 Emphasize how donations affect the lives of the Systems Unlimited’s clients.
Promotional materials should convey how participating in a charity positively affects
their brand recognition in the community and positive image connotations for their
company.
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 Utilize University of Iowa facilities to display posters and distribute informational
cards in mailboxes of faculty. Many professors fall within the secondary target
audience, and are very giving when it comes to financial aid for charities.
 Utilize golf businesses and golf clubs in the local area to put up posters. Golf courses
include Finkbine, Brown Deer, Elks Lodge, and Pleasant Valley. Golf businesses
include Golf USA, Golfzilla, Play it Again Sports, and Scheels.
 Once businesses have confirmed participation, their place of business can be used to
place promotional materials to spread knowledge of the event and allow local
businesses to showcase their participation.
 Ask major employers in the area such as Proctor and Gamble, Oral B, ACT,
Rockwell Collins (Cedar Rapids), Aegon (Cedar Rapids), as well as any others
Systems Unlimited feels comfortable with to display promotional materials.
 Directly engaging small businesses in the area is another inexpensive and effective
way to promote the Golf Classic. Many businesses provide email contact information,
a free way to send them information about the event. The direct delivery of
promotional material such as posters and information cards can be done for free,
excluding price for production of promotional materials, and allows for a face-to-face
opportunity to actively engage the recipient business.
 Of these resources, speaking at a Chamber of Commerce meeting, utilizing the
University of Iowa’s list-serv email, and utilizing Facebook and Twitter all provide
free primary resources of promotion. Facebook and Twitter are used more frequently
amongst a younger demographic than baby boomers and those working in small
businesses, although baby boomers are becoming increasingly involved in social
media use. Because of this, using social media, as well as the U of I’s list-serv
program could provide a free method to help engage the University community with
the Golf Classic.

Strategy

Utilize social media to create relationships with target audiences

Tactics

 Build relationships with Facebook and Twitter users from the Iowa City/Coralville
area who are baby boomers (secondary target audience). Use testimonials by SUI
clients to show how donations are used and to show the human face of the
organization. Promote any raffles, prizes, cash prizes, and tax-deductible options if
those users of the secondary audience are employees of local target businesses.

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 “Friending” other caregiving facilities and “re-tweeting” information from those
organizations can help to provide filler information during days when original content
is not available.
 “Friend” all past sponsors, participants and supporters as a way to build an online
network.
 Link all online material together. Link the Twitter account to the Facebook page and
the main website, and do the same for each new online resource that is created. Make
sure that contact information is available in every medium.
 Provide information that focuses on disability and related health issues and not
directly on Systems Unlimited. This will help position the organization as a resource
for disability-related information, which will expand its profile.
 Send email blasts to businesses and individuals who opted into receiving more
electronic information. These emails should be as personalized as possible, depending
on the number of recipients who will receive them. Creating high importance emails
prior to fundraising events will catch recipients’ attention. It’s extremely important to
use this tool sparingly to avoid the perception of Systems Unlimited notifications as
“junk mail.” However, personalizing, using sparingly, providing valuable
information, and thanking recipients will help to maintain legitimacy.

Strategy

Increase exposure and promotion for participating businesses.

Tactics

 Move “Thank You to Our Sponsors” section on the homepage of Systems

Unlimited’s website, update Twitter and Facebook pages with a “Thank You”
section.
 Send a personal thank-you to sponsors with photos of them from the event.
 Create a certificate of participation that sponsors can hang in places of business.
 Hire an event photographer. A photographer will increase the amount of visual
material that can be used by Systems Unlimited and participating teams (for sponsors’
personal use), provide photos that can be posted through social media, provide photos
for future promotional materials and help to produce a press release or story pitch for
The Press-Citizen or The Daily Iowan. If unable to hire a photographer, contact Paul
Jensen, Internship and Placement Coordinator to publicize the opportunity among
photography students at the School of Journalism.
 Provide information about the sponsors and a letter encouraging the support of these
sponsors’ services/products to clients of Systems Unlimited. This could come as an
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 individual letter or part of a newsletter. This letter could provide information about
the sponsors’ services, contact information, and information on how sponsors directly
help the lives of those receiving care.
 Create a “Sponsor of the Month” section in newsletters sent out. This section should
include a brief summary of the Golf Classic sponsor and its services, possibly a
profile of an employee or group of employees, and an attribution to the business’s
contribution to Systems Unlimited.
Strategy

Emphasize the social element of the Golf Classic

Tactics

 As the Golf Classic nears, send reminder emails showing current participating
businesses to businesses that have not yet decided to play or sponsor. Showing
participating businesses will increase familiarity of the event, increase exposure and a
positive image for participating businesses and show the social opportunities of
interacting with other local businesses.
 In promotional materials, provide a testimonial about a positive experience for an
inexperienced golfer at the event. This will encourage those who aren’t good at
golfing to participate.
 Provide raffle opportunities for referrals to other businesses. Allow participants to
produce a personalized invitation to friends, CC the invitation to Systems Unlimited,
and receive an additional entry into a raffle for each invitation sent out.
 Once participation is confirmed, request information about the level of golfing skill
for each group. Place the best groups earliest in the event to keep the pace of play fast
for better golfers. Slower groups will play later, and won’t feel pressured to play
quicker.

Strategy

Create monthly newsletter about SUI for participants

Tactics

 Use the exit survey to allow participants to provide contact information after the Golf
Classic. This information is given up voluntarily, doesn’t go beyond Systems
Unlimited, and will not be abused.
 Provide information about upcoming events, such as the Wine Gala.
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 Ask for short feedback responses to develop new fundraisers. One update could ask
“What type of fundraiser would you like to see from us in the future?”
 When upcoming events aren’t necessary to address, create short (500 words) articles
about the delegation of fundraiser money. Topics can include:
 New expansion of Systems Unlimited’s Iowa City center (e.g., new
additions to the outdoor area)
 Paper shredding business, Jumpy Monkey
 Interviews with Systems Unlimited staff
 Provide an opportunity for a testimonial written by someone who receives
services from Systems Unlimited

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 Recommended Messages and Themes

It is important to establish a key message and theme throughout a project to maintain

consistency and increase recognition. Systems Unlimited aims to promote the idea of a
fun way to give back. Through primary and secondary research, the team established that
the secondary target audience (golfer baby boomers) is interested in having a good time
while participating in a charitable event. The primary research suggests that golfers will
be more likely to participate and donate if there is a fun experience involved with the
donation.

Overall theme: Fun, and for a charitable cause

This theme encompasses the two most important factors that will determine participation,
based on the primary and secondary research. By promoting that the event is fun, more
workers in local businesses will be inclined to request participation from their employer.
The charitable aspect is important to many individuals and companies will respond to
fundraisers that they know are directly funding programs that help people with
disabilities.

Message 1: Fore! (A good cause)

This message corresponds with the “Play. Sponsor. Donate.” message along with the
overall theme of the event. Fore! implies the idea of fun related to golf, while the “good
cause” part shows the fundraising goal of the event. This catchy slogan emphasizes the
two aspects of charity golf that were found to be most important in the research: fun and
a worthy cause. The stickiness of this message will resonate in the minds of the target
audiences and remind those interested to sign up for the cause. The image of the teed up
golf ball is consistent with the message and reinforces the idea of fun within the
fundraiser and builds brand recognition.

Message 2: Play. Sponsor. Donate.

The purpose of the event is to gain participants who would play golf, gain sponsorships
and donations. This message fits in the overall theme of having fun for a good cause.
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“Play” represents the fun of the event, while “sponsor” and “donate” signify the true
purpose of the event — fundraising. These action verbs also encompass all possible
desired responses to the campaign. These three points — play, sponsor, donate — call the
recipient to action and are supplemented by contact and registration information on the
promotional materials.

Brand Awareness

Systems Unlimited should implement a universal logo for all events and promotions. This
will not only help establish Systems Unlimited’s brand and boost recognition, but will
help possible donors associate their brand with a purpose of giving back. The name
“Systems Unlimited” does not give a picture to donors of an organization whose main
interest is helping the disabled. Having a universal logo will help those unaware of
Systems Unlimited to make a connection with their brand and cause. It will also help
clear up confusion that might stem from two different logos, as is currently the case.

25
 Recommended Monitoring & Evaluation
Google Analytics

Google Analytics is a free software program offered by Google which allows a

business to monitor a business’s marketing campaign, email campaign as well as online
and offline campaigns. Other features offered by this software include multimedia
tracking, customized reporting and in-depth data visualization. In addition to make its
software more accessible clients and customers can develop and submit apps for Google
Analytics which include an iPhone app and search tools. At the moment several dozen
apps are available for use by Google Analytics customers.
Google also offers a set-up and help center to maintain its product. Customers
who continue to use this software include The Huffington Post, Re/Max and Costco.

Google Alerts

Google Alerts provides email updates on various topics that someone may choose
to sign up for. Google then sends an update based on news and web results that change
as time goes on. These topics may range from a news story, or event to an industry or
sports figure.

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Exit Survey

An exit survey for those participating in the Golf Classic event can evaluate the
promotional materials and provide the first step in future relationship building. The
survey will help evaluate the best promotional strategies to reach event participants. The
survey will also allow Systems Unlimited to obtain participants’ e-mail addresses along
with opt-in and opt-out options for e-mail updates. By obtaining this information,
Systems Unlimited will be able to update donors and participants on upcoming events
and find out their interest in other events throughout the year. The survey gives room for
additional comments/suggestions about the overall event.

The section below should be stapled to the front of the opinion survey to allow
participants to provide contact information separate from their opinions.

Systems Unlimited would love to stay in touch with you and keep you updated about future
events.

Name: _______________________________
Email: _______________________________
Thank you for completing the survey!

Exit Survey for Golfers

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 Exit Survey for Golfers

1) What is your relationship with Systems Unlimited?

2) How did you hear about the tournament?

3) What did you like best about the tournament?

4) What did you like least about the tournament? How could it be improved?

5) What other Systems Unlimited events did you know about prior to today, if any?

6) Did you learn about other Systems Unlimited events at this Golf Classic?

Yes No

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If so, what events? _____________________________________________

7) Do you plan to participate in the tournament again next year?

Yes
No
Don’t know
It depends. On what? ______________________________________________

8) What social networking sites do you use (EX: Facebook, Twitter, LinkedIn, etc.)?

Please list sites (if any): Frequency of use:

9) What local media outlets do you get your news from?

Newspapers:
a. Iowa City Press-Citizen
b. The Daily Iowan
c. Cedar Rapids Gazette
d. The Des Moines Daily Register
e. The Business Corridor General
f. Other ____________
Television:
a. KCRG (ABC affiliate)
b. KWWL ((NBC affiliate)
c. KGAN (CBS affiliate)
d. KFXA (Fox affiliate)
e. Other ____________
Radio:
a. 800 KXIC “Home of the Hawks”

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 b. 89.7 A.M. KRUI
c. 91.7 F.M. KSUI
d. 910 A.M. WSUI
e. 102.9 F.M. KZIA
f. Other ______________

Creative
Poster
The creative team designed and pre-tested five posters promoting the Golf Classic. This
opportunity lead the members of the team to receive large amounts of feedback from 12
local businesses about the overall design, information and layout of the posters. See the
appendix for details. After the pre-testing research was conducted, Systems Unlimited
viewed the collected feedback and chose one poster for the campaign. This poster was
chosen because of the overall visual appearance, ease of reading and information content.

30
Informational Card
The informational card was created by the creative team to accompany the posters at local
businesses. As found in the pre-test research, businesses felt that those looking at the posters
would like to have something to take with them afterwards as a reminder. Therefore, the creative
team developed an informational card that people interested in the tournament can take home and
use as a reminder to register. The card also featured the two messages of the tournament.

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Display Boards
The creative team designed three display boards after research suggested that target audiences
wanted to learn more about Systems Unlimited causes and events. Each board has different
informational purpose that allows donors to learn more about Systems Unlimited and to promote
other Systems Unlimited Events.

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33
34
Golf Classic Brochure
The creative team produced the brochure on the request of Systems Unlimited. The brochure is visually appealing and informative to
participants in the event. The brochure informs those playing in the classic on the event itself, sponsorship and additional information
about Systems Unlimited and their other events and donation opportunities.

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36
Social Media
Based on discussions with Systems Unlimited and research, the creative team created a Facebook page about the Golf Classic. A
Facebook page will better establish a relationship with target audiences and the community. A Facebook page also allows for two-way
communication between audiences and Systems Unlimited.

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 Appendix

Budget for Centerpiece Display

Table Cloths – 12 –$50 (Aero Rental, Wal-Mart)
Bowl/jar – 8 – $30-$50

- Aero Rental – 16 in tall 16 in square glass vase - $5 a day

- Hurricane vase - $3 a day
- 5.5 inch tall square glass vase - $1.30 a day
- 8 inch tall square glass vase - $1.50 a day
- 12 inch tall square glass vase - $1.70 a day

Coffee – 8 – (Free)
Sand – 50 lb bag for $3 (Menards)
Golf balls – from the course, range balls
Golf tees – bag of a few hundred - $10 (Wal-Mart)
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Balloons – bag of 50 - $7 (Wal-Mart, Aero Rental)
Confetti – 1 jar - $4 (Hobby Lobby)
Wine bottles – 20 – (Free from Bread Garden)
Wire card holders – 12 -$30 (Joann Fabric, Hobby Lobby, Wal-Mart)
http://www.wirecardholders.com/
Ribbon – 5 spools - $12 (Hobby Lobby or Joann Fabrics)
Helium machine- 1 - $12.50 (Aero rental)

- Medium Helium Tank Product Code 210-3

Total: around $180

Poster Test

The creative team developed five posters to promote the Golf Classic. These are
preliminary mock-ups, as the team has not yet purchased the stock photos used in some of
the designs, pending final approval. The businesses were asked to comment on elements of
design, visual aspects, pros/cons, necessary improvements, weaknesses, and/or any thoughts
about the posters.
The creative team went to local businesses to gauge employees' opinions on the designs.
They visited New Pioneer Co-op, Wig and Pen, Cold Stone, Aerie, Play It Again Sports, Carlos
O'Kellys, Infinity Skin Care & Spa, Riverside Casino, Eddie Bauer, Hills Bank, Mondo’s
Saloon, Bread Garden Market, and Monica's. Included are various designs for Systems
Unlimited to select a final poster, and the input from local businesses will help to aid you in the
final decision. As mentioned, the designs are preliminary and all can be changed or modified.
 

39
 Most Liked Elements/Aspects of Poster 1:
 Lighter, brighter  The photo
 Coloring  Eye catching
 Simplicity  Clear, easy to read
 Not overwhelming  Not an overload of info
 Eye pleasing  Good description
 Graphics/colors  Unique-looking
 Way it reads  The slogan
 Can tell what it’s about
Least Liked Elements/Aspects of Poster 1:
 The text was a little small for  The place/location of the
older people to read event needs to be bigger
 Red writing on blue  Might not be enough
background was hard to read information
 Looks like a gloomy, scary
day

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 Most Liked Elements/Aspects of Poster 2:
 The photo  The size of the picture
 Makes people think of spring  Liked the golf ball on the tee
 Easy to understand
Least Liked Elements/Aspects of Poster 2:
 The text is hard to read next  Right side of poster seems
to the logo heavy/cluttered
 Hard to read the red on blue  Make the “22nd year” bigger

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 Sys te m s U n lim ite d
2 1s t An n u al Go lf Clas s ic
Mo n d ay, May 9 , 2 0 11
Sh o t Gu n s tart at 11:0 0 AM

Te am s o f 4 can
re gis te r o n lin e o r o n
th e d ay o f th e e ve n t

$ 12 5 p e r pe rs o n

Sys te m s U n lim ite d

s e rve s ad u lts an d
ch ild re n w ith
d is a bilitie s

Ch an gin g Live s On e At A Tim e

Re gis te r go to w w w .s u i.o rg o r call xxx-xxxx

**Note: Please see attached PDF of this poster; the white box is actually in the shape of a
golf ball, but did not import correctly**

Most Liked Elements/Aspects of Poster 3:

 Text was large enough to  Clear
read  Easy to read
 Direct/ Straight forward  Liked the writing in the golf
information ball
 Eye catching  The colors are attractive
 Description of Systems  The big text is clear
Unlimited
Least Liked Elements/Aspects of Poster 3:
 The colors don’t go well  Can’t tell it’s for a golf
together outing right away
 Too dark, needs to be  Not eye catching for a golfer
brighter  Full description for Systems
needed

42
 Most Liked Elements/Aspects of Poster 4:
 It’s simple  Clear
 Clean  Easy to read
Least Liked Elements/Aspects of Poster 4:
 The photo isn’t as cool as the  No description of Systems
other posters Unlimited
 Not a fan of the golf bag

43
 Most Liked Elements/Aspects of Poster 5:
 Good mix of photo and text  Simple
 Eye catching  Clean
 Good information about the  Liked the layout
organization  Simple golf ball and tee
Least Liked Elements/Aspects of
Poster 5:
 Too much white space
 Small text
 Boring

44
45
 General Questions for Businesses
What are questions that you have after reading the posters?

 How to sign up?

 Contact information
 What does the money from the event go towards?
 What’s the format of the tournament?
 What is included with the price?
 When is the deadline to sign up?
 How many people can be on a team?
 Group pricing?

Do you think employees will stop and read these posters if they are hung on the wall?

 Yes, eye catching and colorful

 Yes, if text was bigger
 Yes, they are easy to read
 Yes, it will draw golfer’s attention

What other promotional materials can prompt you to form a team from the business

 A card to take with you with all of the information on it to remember when,
where, etc.
 A brochure with a deeper explanation would be helpful
 Something to take with them
 A brochure
 An info sheet for the company
 A handout for employees if the company wants to sponsor them
 Registration forms available next to the poster
 A promotional card to take with you

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48
49
50
51
 Golfer Interviews

1) How many rounds of golf do you play each year?

Jim: 18
Rich: Probably about 30
Tim: About every weekend, so I would estimate the total to be around 35-40 rounds a
year depending on the weather and my schedule.
Barb: 5
Dave: 1-2 per week whenever weather permits.
Gary: 15
John: Oh, I would say around 20 each year

2) How many charity golf events do you participate in each year?

Jim: None this year, half a dozen in the past.
Rich: Once or twice a summer
Tim: Usually two a year
Barb: None, lives are busy with two small kids and a husband in graduate school.
Dave: One per year
Gary: One or two probably
John: Probably none.

3) Why do you participate in these charity golf events?

Jim: It was a good fundraiser to contribute money to.
Rich: Usually because of the cause, the organization that is sponsoring the event.
There’s so many around here, you could play in a lot of them, but I play because of
the sponsors.
Tim: If it’s for an organization I’m interested in and I feel it supports a good cause.
It’s also fun to do them every year and see my friends and the other players during
those specific events.
Dave: Get to help a good cause, while playing the sport I love.
Gary: Different reasons, my friends may want to get a team together. If the price is
reasonable and the cause is plausible for donation, then I’m usually content with
offering some donation.

52
 John: Usually the timing is bad and charity golf events tend to be expensive and in
general I prefer to give my money to charities directly.

4) What specifically do you like about the charity golf events you’ve attended?
Jim: I liked getting out to play, the people that I knew that I played with, it was with
guys I knew, and giving money.
Rich: A), that they are well organized, that they run smoothly. I’m not looking to
spend 5 or 6 hours out playing golf when it should be done in 4 or 4 ½ hours and B),
that they are not over crowded. Some of them are overcrowded; some take 5 hours,
and then that it’s at a good course.
Tim: When there are fun contests such as longest drive, or a raffle with prizes. Those
aren’t the main reason for playing, but it makes the event go by faster and having
more incentives helps the players feel more invested in the charity aspect of the event.
Dave: Hole contests, meeting new people, lunch/banquet, meeting people who benefit
from the charity outing.
Gary: The good people that are involved, creating a laid back atmosphere that
everyone is comfortable with. I want people to be competitive, but not be unpleasant.
Many charity golf events promote this behavior. The cause and hearing about where
your dollars are going also makes me happy with participation in say x-event.

5) What do you dislike about them?

Jim: Nothing really.
Rich: Well organized, not overcrowded, good course, not too long.
Tim: When they are disorganized. If it takes awhile to tee off, and there is a lot of
waiting around at each hole, it’s frustrating. When all the players start off at the same
hole, it can get really backed up and it takes away from some of the fun.
Dave: Speed of play is generally slow, but it is expected.
Gary: I want them organized and I want them to hold a little bit of competitiveness.
Winning the tournament is not what it is about, but I don’t like waiting for a really
long time as a foursome in front of me takes a really long time to get in the cup. I just
want an organized, fluid event promoting a fun atmosphere.

6) What would drive you to join another charity golf event?

Jim: Probably the first thing would be playing with people I know. I’m not excited
about playing with people I don’t know. So, if three or four guys I knew said they
53
 wanted to play, that’s the most important thing. Affordability—I’ll play up to a
certain amount, but after a certain amount I don’t want to play anymore.
Rich: Often times it would come down to if I have a friend that’s playing and would
call me and ask to join, that usually would be how I would pick one that I normally
wouldn’t do on the own. People who are committed to it, would invite others.
Tim: I’d be motivated to join if a specific organization I’m already involved in invited
me to attend. If it were for a cause who made their message clear and showed how the
funds being raised would be put to use, I would also be inclined to participate and
donate.
Barb: If the event were a cause close to my heart, and if it had an option for childcare/
children’s activities that would give my kids a safe place to be. Also, if it was a best
ball tournament because this kind of tournament results in a more care-free
atmosphere since you are with a team.
Dave: Working for a business that sponsors charity outings and also knowing
someone who is involved with the outings.
Gary: The cause, the cost, the location, and the weekend it falls under.

7) What would deter you from joining another charity golf event?
Jim: Price, not playing with people I know.
Rich: Time usually
Tim: If it was just a random organization I didn’t care about, I don’t think I’d be
interested.
Barb: Busy lives
Dave: It can be tough to pay to participate in the event.
Gary: If it is very disorganized or if they don’t properly explain to me the benefit of
my donation. Most don’t fall under these two categories.

8) Do others such as golf teammates, friends, or co-workers influence your decision

to participate in charity golf events?
Jim: Yes.
Rich: Yes, if a friend of mine that I like to play golf with says he is, I would play in
the event. I’m likely that that would certainly influence me to play.
Tim: They don’t have a huge impact, but I have been invited to play by friends and
co-workers in the past. It’s a more enjoyable experience when playing with friends,
and has been a good way to learn about some charity organizations.

54
 Barb: Yes, if you can play with folks you know and like, it is so much fun. Best ball
tournament are the best because even if you haven’t played lately, you can still have
fun, contribute and not feel stupid.
Dave: Yes, I’ve participated in the Ronald McDonald House Charities Golf Outing
because my brother is very involved with the organization and introduced me to the
golf outing.
Gary: Yes they have a very strong pull. You tend to golf in foursomes, so those other
three individuals need to be people you get along with.
John: Honestly I have no idea.

9) What do you know about Systems Unlimited?

Jim: I think it’s something for challenged people, but I don’t know that for a fact, it’s
some organization for challenged people.
Rich: I just know in a general sense the services that it would provide, handicap
adults I believe.
Tim: I’ve heard the name, but I’m not sure what the company did.
Barb: Nothing.
Dave: Organization in the area that helps people with disabilities. I don’t know
exactly what they do, I just know they help their patients with things they have
trouble doing on a daily basis.
Gary: I have heard of them, not quite sure what they do.
John: They worked with the handicapped. I also know they work with Good Will.

10) Are you aware of the Systems Unlimited annual Golf Classic?
Jim: No.
Rich: Yes, I’ve seen it advertised—I’m guessing in the newspaper.
Tim: No.
Barb: No.
Dave: I am not.
Gary: I was not.
John: I am not.

11) Which local media outlets do you use on a typical day?  Ask for specific
papers, radio stations, etc.
Jim: Gazette, Fox local or national, CNN, mostly national news services,
55
 hawkeyereport.com
Rich: Press-Citizen and the Gazette for newspapers, KCRG for TV.
Tim: The Daily Iowan, the Des Moines Register, KCRG News, KRNA, KKRQ,
KDAT
Barb: Mix 96.5, KCRG TV for news
Dave: Cedar Rapids Gazette, Iowa City Press Citizen, KCRG 9
Gary: Cedar Rapids Gazette, fyi (a UI publication geared towards faculty and staff),
and sometimes the Daily Iowan. I also tend to watch KCRG.
John: I read the Press Citizen every day and on occasion the DI.

Small Business Interviews

1) When did you participate as a sponsor in the Systems Unlimited Golf Classic?
A&J Associates: A&J has been a hole sponsor since Systems Unlimited started the
golf tournament.
City Carton Recycling: Past 10+ years.
Goodwill of the Heartland: The last two years, 2009 and 2010.
Freeman Lock and Alarm: We sponsored the event from 2004 to 2007.
Hawkeye Harley Davidson: We have been participating since 2006.
T&K Roofing: 2009, 2010
US Bank: From 2007 to 2010.
VSP Engineering: I was on the committee for the tournament for about four years. I
stopped being on the committee around 2007.
AW Welt: For at least 10 years I’ve known about Systems.
Knutson Construction: Since 2007.
Optimist Club: Since 2008.
UI Community Credit Union: Let’s see, we have been doing it for about ten years.

2) How did you learn about the Systems Unlimited Golf Classic?
A&J Associates: A&J was part of the design team on the new facility, and we were

56
 told of the golf tourney though that association.
City Carton Recycling: They worked with my brother Maurice Jr 40 years ago. I
worked on the business advisory board past 10+ years.
Goodwill of the Heartland: Due to the invitation of Andy Ockenfels (President of
City Carton Recycling). The Ockenfels are a large supporter of Systems and
Goodwill.
Freeman Lock and Alarm: We used to do a lot of work for Systems Unlimited. We
installed the fire alarms at all of their homes and facilities.
Hawkeye Harley Davidson: I’m not sure but since I took over we have been doing it
every year.
T&K Roofing: We were told to visit Systems Unlimited Golf Classic website from a
friend that works for a company that sponsors the tournament.
US Bank: I don’ t remember specifically because I started here six months ago. After
your explanation of this golf event, I think the reason we learned about this event is
probably through a mailing campaign. We receive emails and mail from many charity
outlets.
VSP Engineering: I was on the board for Systems Unlimited, so I learned about the
Classic almost immediately when I became affiliated with Systems.
AW Welt: I was on the board of directors. I was the president of the board for six
years from 2002-2008. They are also a business client of our office.
Knutson Construction: We first found out about the golf outing through a mailing list
from Systems Unlimited.
Optimist Club: One of our employees had a relative in the Systems Unlimited
program.
UICC: Pretty much we’ve had a relationship with SUI Golf Classic because they are
an employee group. Select employee groups, relationships serve their employees from
the Credit union, natural match to sponsor as a give back.

3) What is your relationship with Systems Unlimited?

A&J Associates: A&J was part of the design team on the new facility, and we were
told of the golf tourney though that association.
City Carton Recycling: Worked on business advisory board. Company purchases
recyclable material from them.
Goodwill of the Heartland: Goodwill of the Heartland is a sister agency and serves
many of the same individuals.
Freeman Lock and Alarm: Our relationship is that we were business partners with
Systems Unlimited.
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 Hawkeye Harley Davidson: Our only relationship is that we sponsor the golf course.
T&K Roofing: Hole sponsor for the 2009, 2010 golf outing to help support their
organization.
US Bank: We were one of their sponsors from 2007-2010.
VSP Engineering: Being on the board of directors was my relationship. The board is
an oversight group that is responsible for the operations of the corporation. As a
member we get assigned committees to work on. I was on the golf committee.
AW Welt: I think I answered that previously, but my relationship is just longstanding
and very strong. I support a group that is dedicated to helping those that don’ t have
life as easy as us.
Knutson Construction: We have supported their organization since 2007 and
participate in their annual golf classic.
Optimist Club: We both serve the people of the Iowa City community, and we have
been participating in their golf classic for 3 years.
UICC: As a financial cooperative, we’re a little different from other financial
institutions in the area, in the past we could only serve different employee groups,
like ACT, etc., but we’ve changed and we are now community credit union. This way
we were able to gather, a little bit, of a give back to help support some of their
projects.

4) Why does your business participate in this event?

A&J Associates: We like to golf and this has been a very good client for A&J. We
wanted to help Systems out their fund raising event.
City Carton Recycling: To help provide financial funding and build community
relations/support.
Goodwill of the Heartland: Due to their relationship of being a sister agency with
Systems and the relationship the President Jeff Nock has with Andy Ockenfels.
Freeman Lock and Alarm: We participated in the golf classic because it’s a really
good cause that we believe in.
Hawkeye Harley Davidson: We participate in the golf classic because it’s a good
cause.
T&K Roofing: Systems Unlimited is a local organization that helps many people in
the area with disabilities. This gives T+K Roofing a chance to help a good cause and
become active in the community.
US Bank: We participate in many, many events every year. Money tends to be
distributed from corporate offices and in terms of a local reason; I can’t give you an
answer. Usually we decide based on the cause and what it is for. I don’t know the
specific criteria we look at, but as long as the cause is consistent with your beliefs, we
tend to be very generous.
VSP Engineering: We work with Systems because I’ve had a pre-existing relationship
with the company and know someone that is deeply helped by the organization. I
have a one of a kind of respect for Systems and we have always tried to be involved
58
 supporting them. At some level we will probably be a team like we have been in the
past. We’ve been working with them for as far as I can remember. I don’ t know the
sponsorship my company can afford specifically, but we will be helping in some
fashion.
AW Welt: Continuing from my previous answer, it is just a good organization. We
support a lot of the community, but Systems stands out to us specifically. Their work
with adults and children with development disabilities is so outstanding. Systems is
made up of a foundation of good management possessing good people. We also look
to see if we have a business relationship with them to decide if we will be involved in
their events. Although we do have a business relationship with Systems, we would
participate regardless because of my past with them.
Knuston Construction: We are both local organizations, and Systems Unlimited does
a lot for the Iowa City community. We try and do everything we can to help support
their organization.
Optimist Club: Systems Unlimited is a local organization similar to ours, as we are
both non-profit and our goals are similar in helping families and those in need in Iowa
City.
UICC: Giving back—I think there are two reasons that you could list. When we
determine, not just systems golf tourney, how our organization works, two main
things we consider ask for sponsor/donation. How does it affect our membership, we
serve over 80,000 people across Eastern Iowa. We want to reap some of the members
of that sponsorship. Visibility that it brings to the credit union, we still are a business.
That’s one additional thing, visibility; they’ll have our name as a hole, credit union,
might send golfers towards the event.

5) How many other local/area charity events is your business involved with?
A&J Associates: Two other golf fundraising events.
City Carton Recycling: 5 within Iowa City area.
Goodwill of the Heartland: We rarely participate in fundraising with other agencies
due to being a non-profit ourselves.
Freeman Lock and Alarm: None.
Hawkeye Harley Davidson: We donate small items to at least 100 charities every year
but with larger events I would say we participate in only 10 or so.
T&K Roofing: Sponsor several events at local high schools, such as DECA and other
school organizations.
US Bank: I have no idea, this branch alone I would guess between two to three dozen.
VSP Engineering: This is the only one.
AW Welt: 10.
Knutson Construction: The Systems Unlimited Golf Classic is one of four charity
events we partake in annually.
59
 Optimist Club: We participate in all of the Systems Unlimited fundraising events.
UICC: Golf events-there are a lot of fundraisers in the Iowa City area, there must be
at least 10 to 15 in the summer especially, so we might sponsor possibly up to 10 to
15. We might be a hole sponsor or sponsor a golf team, entertaining clients. Overall
donation budget usually give out $150,000-175,000, (so depends how far this money
goes over the year for giving to charities/sponsoring events).

6) Do you have people with physical and mental disabilities working in your
business?
A&J Associates: No.
City Carton Recycling: 4 Team members in our Cedar Rapids City Carton Recycling
facility have been clients of Goodwill and now hired on as full time Team members
of CCR.
Goodwill of the Heartland: Yes.
Freeman Lock and Alarm: No.
Hawkeye Harley Davidson: No.
T&K Roofing: No.
US Bank: Not that I’m aware of.
VSP Engineering: No.
AW Welt: Yes.
Knutson Construction: No.
Optimist Club: Yes.
UICC: We have in the past; we had one employee work here for 15 years who had a
disability, but none right now. In my opinion, I would say this is not why we sponsor.
We sponsor more for community visibility and our relationship with SUI as our
clients at UICC as a way to give back and helping them out by sponsoring the Golf
Classic.

7) If the business dropped off—Why did your business stop participating?

Freeman Lock and Alarm: I can’t talk about it. I’m not sure why we don’t participate
anymore but all I can say it that we wouldn’t do it.
UICC: We are sponsoring it, not sure exactly what we’re doing, if not a golf team, a
hole, not sure yet.

60
Footnotes

61
1
Brooks, Arthur C. "A Nation of Givers — The American, A Magazine of Ideas." Business, Economics, Culture, and More
— The American, A Magazine of Ideas. http://www.american.com/archive/2008/march-april-magazine-contents/a-nation-of-
givers (accessed Feb. 16, 2011). Brooks. Arthur C.
2
"State & County Quick Facts." U.S. Census Bureau. Nov. 9 2010. http://quickfacts.census.gov/qfd/states/19/19103.html
(accessed Feb. 14, 2011).
3
“State & County Quick Facts.”
4
“2010 Iowa City Golf Association Sponsors.” Iowa City Golf Association. 2011. http://www.iowacitygolf.com (accessed
Apr. 19, 2011).
5
Brooks, Arthur C
6
Chronicle of Philanthropy. http://www.philanthrophy.com (accessed Feb. 14, 2011)
7
Brooks, Arthur C.
8
Ibid
9
“Baby Boomer.” Dictionary.com. 2011. http://dictionary.reference.com/browse/baby+boomer (accessed May 2,
2011).
10
“Golfer Demographics.” OnCart: Target Golfers Precisely. 2004.
http://www.oncartwest.com/pdfs/demographics.pdf (accessed Feb. 14, 2011).
11
“Golfer Profile.” Tee to Green Guides. 2001. http://teetogreenguides.com/golferdemographics.html (accessed Feb. 14,
2011).
12
"State & County Quick Facts."
13
"Golfer Demographics." Ad in the Hole. 2010. 14 Feb 2011. http://www.aithusa.com/golfer-demographics.html (accessed
14 Feb. 2011).
14
“Golfer Profile.”
15
“State & County Quick Facts.”
16
“Golfer Profile.”
17
Ibid.
18
“Golfer Demographics.”
19
Ibid.
20
Iowa City Golf Association. 2011. http://www.iowacitygolf.com (accessed Apr. 19, 2011)
21
Bitter, Lori. “Baby Boomers Emerging as the New Social Media Mavens.” CNBC. 2010.
http://www.cnbc.com/id/35318009/Bitter_Baby_Boomers_Emerging_as_the_New_Social_Media_Mavens (accessed Feb.
15, 2011).
22
Dolnicar. Sara. “What Moves Which Volunteers to Donate Their Time?” University of Wollongong. 2007.
http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1391&context=commpapers (accessed Feb. 13, 2011).
23
Kagan, M. “What is social media? One year later.” Slideshare. 2009. http://www.slideshare.net/mzkagan/what-is-
social-media-2005829 (accessed Apr. 15, 2011).