Wilkins Parkinson’s Foundation
Portfolio & Media Kit
Prepared by: India Pender
ADPR 5920, Dr. Barry Jones
Date: Monday, December 5, 2011
India Pender
Portfolio & Media Kit
Table of Contents
CLIENT PORTFOLIO
INITIAL CLIENT CONTACT LETTER
3
BACKGROUND
4
SITUATIONAL ANALYSIS
6
MEDIA KIT
POLO FOR PARKINSON’S EVENT MATERIALS
FACT SHEET
9
PRESS RELEASE
11
EMAIL NEWS RELEASE
13
MEDIA ALERT
14
RADIO PUBLIC SERVICE ANNOUNCEMENT
15
WILKINS PARKINSON’S FOUNDATION MATERIALS
BACKGROUNDER
18
FEATURE STORY PITCH LETTER
20
FEATURE STORY
21
NEWSLETTER ARTICLE
24
PRESS CONFERENCE EVENT PLAN
27
TV PUBLIC SERVICE ANNOUNCEMENT SCRIPT
30
BROCHURE COVER LETTER
32
BROCHURE DESIGN & COPY
33
WEBSITE EVALUATION
35
Page 2
India Pender
Portfolio & Media Kit
Initial Client Contact Letter
Pender Designs & Media
170 Luckie St., Fifth Floor
Atlanta, GA 30303
Phone: 404-972-0889
Email: india.pender@designsmedia.com
August 23, 2011
Kathy Bifulco
Managing Director
Wilkins Parkinson’s Foundation
8010 Roswell Rd., Suite 120
Atlanta, GA 30350
Hello Ms. Bifulco,
I have decided to accept the Wilkins Parkinson’s Foundation (WPF)
assignment. In order to get this project started, I will need a couple of weeks to
complete some research on your foundation, its history, members, community
involvement, target audiences and events. After I complete my research, I will
present to the board members of the WPF my campaign proposal.
I know that your main goal is to increase attendance at your annual Polo for
Parkinson’s fundraiser, so I will need to visit your office to meet Mr. Wilkins and the
WPF staff to gain more insight on your collective vision for the future of this
fundraiser. If you could send me any marketing or press materials from previous
events, I would greatly appreciate it. Also, a list of past guests and their relationship
to the WPF would help me to map out your current audience.
If you have any other questions about my research or if you have any other
information you think would help me in this process, please contact me via email or
phone. I will be in touch with you soon to schedule a visit to the office. Thank you in
advance for your help and cooperation.
Sincerely,
India Pender
PR Director, Pender Designs & Media
Page 3
India Pender
Portfolio & Media Kit
Background
The Wilkins Parkinson’s Foundation (WPF) is a non-profit organization that
funds programs to increase awareness of Parkinson’s disease (PD). The WPF
believes that increased awareness can create a general groundswell of support for
the entire PD community, from research to patient care to education and support
groups. WPF plays an active role in many charities such as the American
Parkinson’s Disease Association (Georgia Chapter), The Parkinson’s Alliance and
TEAM FOX of the Michael J. Fox Foundation for Parkinson’s research.
The WPF attained tax-exempt public charity status from the IRS in August of
2010, but it has supported the PD community since 2008 with its Polo for
Parkinson’s fundraiser. This annual event includes a polo match and silent auction
to raise funds for TEAM FOX. In the past three years, WPF has raised almost a
quarter million dollars for the TEAM FOX. The foundation was also named the Most
Valuable Player award recipient from the Michael J. Fox Foundation for making the
largest donation in 2008.
The inspiration for the WPF arose in 2006 when co-founder Bill Wilkins was
diagnosed with Parkinson’s disease. His struggle to find information on the disease
or support from his peers led Wilkins to start his own group. In two years, Wilkins
formed a board of doctors, pharmacists, family and fellow PD peers passionate
about spreading the Parkinson’s cause. Together, his group established the
(more)
Page 4
India Pender
Portfolio & Media Kit
foundation and has funded multiple charities and advertising
campaigns since then.
Wilkins has made a difference in the PD community by bringing an
unbeatable enthusiasm and positive attitude to the fight against PD. He has inspired
many other people to join the cause and bridge the gap between PD patients,
information and support groups.
####
Page 5
India Pender
Portfolio & Media Kit
Situational Analysis
Event:
Polo for Parkinson’s
Client Name:
The Wilkins Parkinson’s Foundation
Contact:
India Pender
Pender Designs & Media
170 Luckie St., Fifth Floor
Atlanta, GA 30303
Phone: 404-972-0889
Email: india.pender@designsmedia.com
Summary:
The Wilkins Parkinson’s Foundation (WPF) would like to
increase attendance at their fourth annual Polo for Parkinson’s
fundraiser. This fundraiser has generated almost $500,000
since its kick-off in 2008, and the WPF wants to set its
fundraising goals higher than ever before. They would like
assistance reaching out to a broader audience in hopes that
they may find more people to connect to the growing
Parkinson’s awareness community in Atlanta, Ga.
Situation Analysis: According to the Michael J. Fox Foundation, about one in 100
people above the age of 60 is diagnosed with Parkinson’s
disease. In 2006, the CEO of Wilkins Media Co., Bill Wilkins,
was one in 100. He immediately began looking for more
information about Parkinson’s disease and discovered the
Michael J. Fox Foundation. Through this foundation, Wilkins
joined TEAM FOX, a grassroots fundraising organization that
donates to Parkinson’s research. Wilkins planned his first
annual Polo for Parkinson’s event, which included a polo match
and silent auction, and raised enough funds to become the top
TEAM FOX donor in 2008. Despite his fundraising efforts,
Wilkins struggled to find a Parkinson’s support group in the
Atlanta area, so he decided to start his own. In 2010, the
Wilkins Parkinson’s Foundation was established.
Today, the WPF supports many Parkinson’s fundraisers in the
metro-Atlanta area. The executive board of the WPF would like
to spread awareness about their organization and connect
(more)
Page 6
India Pender
Portfolio & Media Kit
more people to the Parkinson’s community
through fundraisers and advertising campaigns.
Target Audiences: Demographic studies of the guest lists from previous Polo for
Parkinson’s events revealed that most attendees were mid-tohigh socio-economic status, white natives of Atlanta. These
people were mainly friends of Wilkins, his employees and
family. In order to expand the Polo for Parkinson’s audience,
we intend to reach out to corporations, medical law and
insurance offices and neuro-spinal treatment centers in Atlanta
and North Georgia.
Corporations: This audience offers financially stable donors
who would be willing to donate to the WPF for a tax deduction.
We will try to invite corporate executives who have a personal
tie to Parkinson’s disease. These people have money to donate
to charities and are usually willing to give financially to causes
with which they have close ties.
Corporate executives will be reached by submitting feature
stories on the WPF to local newsletters and health magazines.
These stories will offer background information on Wilkins
and the WPF and will direct corporate executives and
employees to the WPF website for more information and the
Polo for Parkinson’s website to reserve tickets or donate
online. Corporations will also be reached through a billboard
and bus wrap campaign advertising the WPF and the Polo for
Parkinson’s event.
Medical Law and Insurance Offices: This audience, as with
corporations, offers financially stable donors who would be
willing to support the WPF if they had personal ties to
Parkinson’s disease. This audience may be more likely to have
a connection to the disease because of its health-related field.
Not only would this audience have more ties to the disease, but
they also may be more inclined to sponsor the Polo for
Parkinson’s event in order to attach their companies to a
philanthropic community cause.
Lawyers and insurance agents will be reached in similar
methods as the corporations- through feature stories
published in local newsletters, magazines and newspapers.
They will also learn about the WPF through the billboard and
(more)
Page 7
India Pender
Portfolio & Media Kit
bus wrap advertising campaigns.
Neuro-spinal Treatment Centers: This audience will have an
even closer tie to Parkinson’s disease because it deals with
Parkinson’s patients on a regular basis. This audience will
allow the WPF to reach out to doctors studying and treating
Parkinson’s and to the Parkinson’s patients of those doctors.
This is an important audience for the WPF because they will
most likely become continuous supporters and advertise the
WPF to their own networks.
These treatment centers will be reached through direct contact
from the WPF via email news releases. Feature stories will be
submitted for inclusion in the treatment centers’ newsletters.
The WPF can also send brochures for centers to display in the
lobbies and offer to Parkinson’s patients.
Marketplace
Factors:
Attendance at the Polo for Parkinson’s event will be dependent
on two main factors: success of the marketing campaign and
weather on the day of the event.
The marketing campaign will need to reach out to the target
audiences throughout the year in an attempt to build
relationships with the corporations, law and insurance offices
and neuro-spinal treatment centers. The target audiences’
reception of the WPF will depend on whether or not they have
personal ties to Parkinson’s and are willing to support the WPF
cause.
Weather is an uncontrollable factor that will affect attendance.
There will be an alternative date for the event in case of rain.
However, this date change may decrease attendance. Cold
temperatures may also decrease attendance. The best we can
hope for is a warm, sunny day to enjoy the polo match and
silent auction.
####
Page 8
India Pender
Portfolio & Media Kit
MEDIA CONTACT:
India Pender
Pender Designs & Media
170 Luckie St., Fifth Floor
Atlanta, GA 30303
Phone: 404-972-0889
Email: india.pender@designsmedia.com
Polo for Parkinson’s Fact Sheet
Name of Event: This is the fourth annual Polo for Parkinson’s fundraiser.
Sponsor: The hosting organization is the Wilkins Parkinson’s Foundation. Local
area sponsors include Abbot, The Varsity, Red Hare Brewing Co., The American
Parkinson’s Disease Association, Kroger and Teva Neuroscience.
Location: The fundraiser will be held at Chukkar Farm & Polo Club located at 1140
Liberty Grove Rd., Alpharetta, GA 30004.
Date: The fundraiser is scheduled for Sunday, Oct. 16, 2011.
Time: The event opens at 1 p.m. and the polo match starts at 2 p.m. The event is
expected to end around 4 p.m.
Purpose of Event: The purpose of this event is to increase awareness of Parkinson’s
disease by raising funds for TEAM FOX of the Michael J. Fox Foundation in support
of Parkinson’s research.
Expected Attendance: The Wilkins Parkinson’s Foundation expects around 300
guests to attend the event.
Guests of Honor: Honoree guests include the co-founder of the Wilkins Parkinson’s
Foundation, Bill Wilkins, along with his many friends who have
(more)
Page 9
India Pender
Portfolio & Media Kit
been diagnosed with Parkinson’s disease: Tamra Cantore, Bill Pender,
Bruce Gilbert, Rick Terrill and Ben Jackson, to name a few. Other special guests
include Jorge Juncos, M.D., who is a practicing neurologist at Emory University.
Description of Activities: There will be an exciting polo match and divot stomping
competition on the polo field during halftime. There will be a silent auction with
more than 50 baskets to bid on, all proceeds to benefit TEAM FOX. There will be a
best hat contest for all of the ladies in attendance. Food will be provided by The
Varsity, snacks will be for sale during the game and beverages will be served by Red
Hare Brewing Co.
Ticket Sales: Tickets can be purchased online through the fundraiser’s website.
Adult tickets are $50 per person and children’s tickets are $5 per child. Both include
admission to the polo match and silent auction and all food and beverages. Premium
reserved tables for eight guests can be purchased for $400 and include all of the
benefits stated above plus best seating to view the polo match.
For More Information: Please visit the Polo for Parkinson’s website at
http://www.poloforparkinsons.com/index.html. For more information on the host,
Wilkins Parkinson’s Foundation, please visit their website at http://www.wilkinspf.org/.
####
Page 10
India Pender
Portfolio & Media Kit
Press Release
Pender Designs & Media
170 Luckie St., Fifth Floor
Atlanta, GA 30303
Contact: India Pender
Email: india.pender@designsmedia.com
Phone: 404-972-0889
Oct. 1, 2011
For Immediate Release
PLAY THE WAY TO A CURE
ALPHARETTA, GA – The Wilkins Parkinson’s Foundation will host its fourth
annual Polo for Parkinson’s fundraiser on Sunday, Oct. 16, 2011 at the Chukkar
Farm and Polo Club.
At this event, there will be an exciting polo match for the whole family to
attend. Everyone can partake in the divot stomping competition on the polo field
during halftime. There will be a silent auction with more than 50 baskets to bid on,
all proceeds to benefit TEAM FOX of the Michael J. Fox Foundation for Parkinson’s
research. All women are encouraged to participate in the best hat contest with cash
prizes for the top three winners.
Food will be provided by The Varsity, snacks will be for sale during the game
and beverages will be served by Red Hare Brewing Co. The gates open at 1 p.m. and
the game starts at 2. The silent auction will run from 1:30 – 3 p.m. and the winners
will be announced at the end of the polo match.
The Wilkins Parkinson’s Foundation has raised a quarter million dollars
(more)
Page 11
India Pender
Portfolio & Media Kit
for TEAM FOX in the past four years through this event. The foundation
was founded by Bill Wilkins, CEO of Wilkins Media Co., who was diagnosed with
Parkinson’s disease in 2006. Struggling to find a support group for his disease,
Wilkins decided to start his own. With the help of family and friends, he established
the Wilkins Parkinson’s Foundation in 2010.
Since the foundation’s establishment, they have supported many different
Parkinson’s awareness events such as Countrified Rock for Research, Driving
Parkinson’s Away golf tournament and The University of Georgia’s Pancakes for
Parkinson’s. They have also set up tents at many local festivals to raise awareness of
Parkinson’s disease, the Michael J. Fox Foundation and their own Polo for
Parkinson’s event.
For more information on the Wilkins Parkinson’s Foundation or to purchase
tickets for Polo for Parkinson’s, please visit their website at http://wilkins-pf.org/.
####
Page 12
India Pender
Portfolio & Media Kit
Email News Release
Date: Saturday, Oct. 1, 2011
From: India Pender <india.pender@designsmedia.com>
Subject: PLAY THE WAY TO A CURE
To: Barry Jones <barjones@uga.edu>
Contact: India Pender
For Immediate Release
PLAY THE WAY TO A CURE
ALPHARETTA, GA – The Wilkins Parkinson’s Foundation will host its fourth
annual Polo for Parkinson’s fundraiser on Sunday, Oct. 16, 2011 at the Chukkar
Farm and Polo Club.
There will be an exciting polo match and silent auction with more than 50
baskets to bid on, all proceeds to benefit TEAM FOX of the Michael J. Fox Foundation
for Parkinson’s research. There will also be a divot stomping contest at halftime and
a best hat contest for all of the women to enter. Food will be provided by The Varsity
and beverages will be served by Red Hare Brewing Co.
The Wilkins Parkinson’s Foundation has raised a quarter million dollars for
TEAM FOX in the past four years through this event. The foundation was founded by
Bill Wilkins, CEO of Wilkins Media Co., who was diagnosed with Parkinson’s disease
in 2008. For more information on the Wilkins Parkinson’s Foundation or to
purchase tickets for Polo for Parkinson’s, please visit their website at
http://wilkins-pf.org/.
Pender Designs & Media
170 Luckie St., Fifth Floor
Atlanta, GA 30303
####
Page 13
India Pender
Portfolio & Media Kit
Media Alert
Pender Designs & Media
170 Luckie St., Fifth Floor
Atlanta, GA 30303
Phone: 404-972-0889
Email: india.pender@designsmedia.com
Sept. 12, 2011
WHAT:
Polo for Parkinson’s
WHO:
Wilkins Parkinson’s Foundation
WHERE:
Chukkar Farm & Polo Club
1140 Liberty Grove Rd.
Alpharetta, GA 30004
WHEN:
Saturday, October 16, 2011
Event opens to guests at 11 a.m.
Polo game and silent auction starts at 12:15 p.m.
Silent auction winners announced at 1:45 p.m.
BACKGROUND:
Polo for Parkinson’s is a fundraiser that donates money to
TEAM FOX of the Michael J. Fox Foundation for Parkinson’s
research. This October marks the fourth annual Polo event. Cofounder of the sponsoring organization Bill Wilkins was
diagnosed with Parkinson’s disease in 2006. As CEO of Wilkins
Media Co., Wilkins created a national ad campaign to raise
awareness of Parkinson’s disease and the Michael J. Fox
Foundation. For his awareness and fundraising efforts, Wilkins
and team were named the Most Valuable Player award from
Michael J. Fox in 2008.
NEWS INTEREST:
This is a local Atlanta event that is fun for the entire family. The
Varsity will serve lunch and there will be an open bar for lunch.
For the women there will be a best hat contest, and for the
children there will be divot stomping during halftime of the
polo match.
FOR INFORMATION: Kathy Bifulco, Managing Director of Wilkins Parkinson’s Foundation
(770) 804-0218 phone
(770) 804-0029 fax
8010 Roswell Road, Suite 120
Atlanta, GA 30350
####
Page 14
India Pender
Portfolio & Media Kit
Radio PSA
WRITER: India Pender
CLIENT: Wilkins Parkinson’s Foundation
ADDRESS: Pender Designs & Media
170 Luckie St., Fifth Floor
Atlanta, GA 30303
TITLE: POLO FOR PARKINSON’S
LENGTH: 60-SECOND
GET YOUR DIVOT STOMPNG SHOES READY FOR ANOTHER POLO FOR
PARKINSON’S FUNDRAISER! THE WILKINS PARKINSON’S FOUNDATION IS
HOSTING THEIR THIRD ANNUAL FUNDRAISER ON SUNDAY, OCTOBER SIXTEENTH
AT THE CHUKKAR FARM AND POLO CLUB IN ALPHARETTA, GEORGIA. GATES
OPEN AT ONE AND THE POLO MATCH STARTS AT TWO. THERE WILL ALSO BE A
SILENT AUCTION WITH MANY BASKETS TO BID ON, EVERYTHING FROM EXOTIC
VACATIONS TO HOMEMADE HANDBAGS. CONCESSIONS WILL BE PROVIDED BY
THE VARSITY, AND ADULT BEVERAGES WILL BE SUPPLIED BY THE RED HARE
BREWING COMPANY. LADIES, MAKE SURE TO WEAR YOUR FANCIEST SUNDAY
HATS FOR THE BEST HAT CONTEST! ALL PROCEEDS WILL BENEFIT TEAM FOX,
THE GRASSROOTS FUNDRAISING ORGANIZATION OF THE MICHAEL J. FOX
FOUNDATION FOR PARKINSON’S RESEARCH. FOR MORE INFORMATION ON THE
FOUNDATION OR TO PURCHASE TICKETS, PLEASE VISIT THEIR WEBSITE AT W-WW-DOT-WILKINS-HYPHEN-P-F-DOT-ORG.
####
(more)
Page 15
India Pender
Portfolio & Media Kit
LENGTH: 30-SECOND
COME JOIN THE WILKINS PARKINSON’S FOUNDATION CELEBRATE THEIR THIRD
ANNUAL POLO FOR PARKINSON’S FUNDRAISER. THE EVENT IS SUNDAY, OCTOBER
SIXTEENTH AT CHUKKAR FARM AND POLO CLUB IN ALPHARETTA, GEORGIA.
THERE WILL BE A POLO MATCH, SILENT AUCTION AND CONCESSIONS. ALL
PROCEEDS WILL BENEFIT TEAM FOX OF THE MICHAEL J. FOX FOUNDATION FOR
PARKINSON’S RESEARCH. FOR MORE INFORMATION OR TO PURCHASE TICKETS,
PLEASE VISIT THE FOUNDATION’S WEBSITE AT W-W-W-DOT-WILKINS-HYPHENP-F-DOT-ORG.
####
LENGTH: 10-SECOND
COME JOIN THE WILKINS PARKINSON’S FOUNDATION AT THEIR POLO FOR
PARKINSON’S FUNDRAISER THIS SUNDAY (OCTOBER 16) IN ALPHARETTA. FOR
TICKETS, VISIT THEIR WEBSITE AT W-W-W-DOT-WILKINS-HYPHEN-P-F-DOT-ORG.
####
Page 16
India Pender
Portfolio & Media Kit
Backgrounder
Wilkins Parkinson’s Foundation Media Kit
Partners for Parkinson’s
Oct. 10, 2011
The Wilkins Parkinson’s Foundation is helping expand the small pool of knowledge
about Parkinson’s disease through their sponsorship of the Michael J. Fox Foundation and
TEAM FOX. As to date there is no known cause or cure for the disease, but every day the
efforts of both organizations are pushing scientists closer to a cure that affects one in every
100 people above the age of 60.
The Michael J. Fox Foundation History
The Michael J. Fox Foundation (MJFF) was established in 2000 by “Back to the
Future” star Michael J. Fox, who was diagnosed with early-onset Parkinson’s in 1991. Fox
kept his condition private until his public disclosure in 1998, and he retired in 2000 from
his TV series “Spin City” to devote himself entirely to the campaign to increase Parkinson’s
awareness. In the early stages of the foundation, Fox created a four-step method for
allocating the foundation’s funds to Parkinson’s scientists from around the world:




Step one: Charting the course: The MJFF reaches out to Parkinson’s scientists and
creates a network of researchers who meet regularly to share information and set
initiatives for strategy and future direction
Step two: Selection process: The MJFF screens research proposals and chooses the
ideas that seem most translatable into new treatments
Step three: Research process: The MJFF allocates funding to research proposals
chosen in step two and interacts with the research teams to monitor progress and
ensure accountability from the scientists
Step four: Capitalizing results: When successful findings are announced, the MJFF
works swiftly to partner and fund those results to further develop those discoveries
The MJFF has a very strict budget policy: for every dollar that the MJFF garners, 85
cents is donated to research funding. The remaining 15 cents are used to cover the
foundation’s expenses. Since 2000, the MJFF allocated more than $264 million in research
funding.
TEAM FOX History
While the MJFF focused on creating a research network and funding treatment
proposals on a large scale, many people wanted to join the Parkinson’s campaign by raising
smaller funds for treatment. In 2006, TEAM FOX was launched as a grassroots fundraising
organization dedicated to helping people donate money to the MJFF. TEAM FOX provides
guidance, tools and resources for the thousands of people who are baking, running, pedaling
and party planning to raise funds and awareness for Parkinson’s research. Since 2006,
TEAM FOX members have raised over $12 million for the MJFF.
(more)
Page 17
India Pender
Portfolio & Media Kit
Wilkins Parkinson’s Foundation History
The Wilkins Parkinson’s Foundation (WPF) is a non-profit organization that funds
programs to increase awareness of Parkinson’s. The WPF believes that increased awareness
can create a general groundswell of support for the entire Parkinson’s community, from
research to patient care to education and support groups. The foundation plays an active
role in many charities such as the American Parkinson’s Disease Association (Georgia
Chapter), The Parkinson’s Alliance and TEAM FOX.
The inspiration for the WPF arose in 2006 when co-founder Bill Wilkins was
diagnosed with Parkinson’s disease. Wilkins struggled to find information on the disease
and support from his community, so he decided to start his own group.
Initially, Wilkins joined TEAM FOX in 2008 as a team along with his family business,
Wilkins Media Co. Wilkins and his employees worked together to plan Polo for Parkinson’s,
a fundraiser that consisted of a polo match, silent auction and catered lunch. His event was
a huge success and became an annual tradition in his community, raising almost $500,000
for TEAM FOX during the course of three years. His company also partnered with Lamar
Advertising and the MJFF to host a nation-wide advertising campaign for Parkinson’s
research. During their first campaign from April - September of 2009, the Parkinson’s ads
were displayed on more than 400 digital screens in 26 U.S. states and Puerto Rico.
Through his fundraiser and local marketing efforts, Wilkins gained the support and
respect of neurologists from Emory, pharmacists, family members and fellow Parkinson’s
peers. Wilkins and his son Daniel decided to establish their own non-profit organization to
help spread Parkinson’s awareness and support other fundraisers in the Atlanta
community. Together, father and son worked to write up a proposal for the WPF. In the fall
of 2010, the foundation was granted attained tax-exempt public charity status from the IRS.
Since their recognition as a non-profit, the WPF has garnered sponsorship from the
community and has allocated funds to local charity events, such as Countrified Rock for
Research, a benefit concert for TEAM FOX, and Pancakes for Parkinson’s, an pancake
breakfast fundraiser hosted at the University of Georgia.
####
For more information contact:
India Pender
Pender Designs & Media
170 Luckie St., Fifth Floor
Atlanta, GA 30303
Phone: 404-972-0889
Email: india.pender@designsmedia.com
Page 18
India Pender
Portfolio & Media Kit
Feature Story Pitch Letter
India Pender
Pender Designs & Media
170 Luckie St., Fifth Floor
Atlanta, GA 30303
Email: india.pender@designsmedia.com
Phone: 404-972-0889
September 20, 2011
Andy Harrington
Atlanta Magazine
260 Peachtree Street, Suite 300
Atlanta, GA 30303
Dear Mr. Harrington,
For your monthly column entitled “Doing Good Business,” I wanted to pass along a
feature article that highlights a company doing great things in our community.
The Wilkins Media Co. has supported the Parkinson’s awareness cause since 2006,
when CEO Bill Wilkins was diagnosed with the disease. He got involved with TEAM FOX of
the Michael J. Fox Foundation in 2008 and has been hosting an annual Polo for Parkinson’s
fundraiser ever since. To date, Wilkins has raised almost a quarter million dollars for TEAM
FOX. After their first event, Wilkins’ team was named the Most Valuable Player for making
the largest donation to TEAM FOX that year.
Along with fundraising, Wilkins leveraged his connections within the media world
and ran a pro bono billboard and bus wrap campaign advertising the Michael J. Fox
Foundation across the U.S. An estimated 1.3 billion possible views were generated from the
campaign which ran April – September in 2010.
After struggling to find a support group in the Atlanta area, Wilkins decided to start
his own. In 2010, he established the Wilkins Parkinson’s Foundation. He continued to host
the Polo for Parkinson’s fundraiser, but also got involved with other Parkinson’s events
around town. The foundation has supported many fundraisers and has set up tents at local
festivals to raise awareness about Parkinson’s disease, the Michael J. Fox Foundation and
their own Polo for Parkinson’s event.
I have attached my feature story for your review. I think this would be a great article
to include in your October edition, just in time for the Polo for Parkinson’s event on Sunday,
October 16. Thank you very much for your consideration, and I look forward to hearing
from you.
Sincerely,
India Pender
Pender Designs & Media
Page 19
India Pender
Portfolio & Media Kit
Feature Story
Pender Designs & Media
170 Luckie St., Fifth Floor
Atlanta, GA 30303
Email: india.pender@designsmedia.com
Contact: India Pender
Phone: 404-972-0889
By India Pender
TAKING IT TO THE NEXT LEVEL
Many companies in the Atlanta community adopt a philanthropic cause, but
Wilkins Media Co. took their social responsibility to the next level.
Bill Wilkins, owner and founder of Wilkins Media Co., was diagnosed with
Parkinson’s disease in 2006. He struggled to find a support group to help him deal
with his condition, so Wilkins decided to start his own. With the help of his son,
Daniel, the two established the Wilkins Parkinson’s Foundation in 2010.
Wilkins Media Co. began supporting the Parkinson’s cause in 2008 when they
created a company team on the TEAM FOX website and hosted their first annual
Polo for Parkinson’s event. Wilkins had learned about TEAM FOX, the grassroots
fundraising organization for the Michael J. Fox Foundation, from a couple of friends
who knew of the foundation.
Wilkins immediately seized the opportunity to contribute to finding a cure
for his disease. With the help of his employees, Wilkins raised close to $65,000 at
the first Polo for Parkinson’s fundraiser. Later that year, his team was named the
(more)
Page 20
India Pender
Portfolio & Media Kit
Most Valuable Player for making the biggest donation to TEAM FOX,
and Wilkins met Michael J. Fox at the awards gala in New York City.
After his successful first event, Wilkins looked for more ways to get involved
with spreading awareness about Parkinson’s disease. His company was an out-ofhome media agency, and Wilkins partnered with some of his media vendors to run a
Parkinson’s awareness campaign across the U.S.
From April to September in 2009, Wilkins Media Co. advertised the Michael J.
Fox Foundation’s efforts completely free of charge, creating 1.3 billion possible
views.
Wilkins met many people with Parkinson’s disease through his awareness
efforts, and he formed a group called “Friends with Parkinson’s” that met quarterly
at his Atlanta office. The group included men and women of all ages who had been
diagnosed with Parkinson’s and local neuroscientists from Emory who helped to
treat these patients and supported Wilkins’ cause.
In time, this group evolved into the board of what is now known as the
Wilkins Parkinson’s Foundation. Wilkins and his son decided that there needed to
be a local foundation that would help fund other Parkinson’s awareness events in
the Atlanta area, so they applied for non-profit status and received the official
approval from the IRS in August of 2010.
Since its establishment, the foundation has supported many local events such
(more)
Page 21
India Pender
Portfolio & Media Kit
as Countrified Rock for Research, Pancakes for Parkinson’s at The
University of Georgia and the American Parkinson’s Disease Association’s Driving
Parkinson’s Away Golf Tournament.
They have also attended many local festivals to raise awareness and have
continued to host their annual Polo for Parkinson’s event. After three consecutive
years, Wilkins had raised almost half a million dollars for TEAM FOX.
Wilkins has inspired many people in his community to face their tough
medical situations and fight for a cure. He believes that a positive attitude can create
a hurricane of change, and he’s proving it with each new idea he brings to life.
Wilkins is a hero in the Parkinson’s community, and it’s all because he took
his resources to the next level and decided to give back to the Parkinson’s
community.
####
Page 22
India Pender
Portfolio & Media Kit
Newsletter Article
Pender Designs & Media
170 Luckie St., Fifth Floor
Atlanta, GA 30303
Email: india.pender@designsmedia.com
Contact: India Pender
Phone: 404-972-0889
Oct. 24, 2011
For “Atlanta Non-Profits”
TAKING IT TO THE NEXT LEVEL
Many companies in the Atlanta community adopt a philanthropic cause, but Wilkins
Media Co. took their social responsibility to the next level.
Bill Wilkins, owner and founder of Wilkins Media Co., was diagnosed with
Parkinson’s disease in 2006. He struggled to find a support group to help him deal
with his condition, so Wilkins decided to start his own. With the help of his son,
Daniel, the two established the Wilkins Parkinson’s Foundation in 2010.
Wilkins Media Co. began supporting the Parkinson’s cause in 2008 when they
created a company team on the TEAM FOX website and hosted their first annual
Polo for Parkinson’s event. Wilkins had learned about TEAM FOX, the grassroots
fundraising organization for the Michael J. Fox Foundation, from a couple of friends
who knew of the foundation.
Wilkins immediately seized the opportunity to contribute to finding a cure
for his disease. With the help of his employees, Wilkins raised close to $65,000 at
the first Polo for Parkinson’s fundraiser. Later that year, his team was named the
(more)
Page 23
India Pender
Portfolio & Media Kit
Most Valuable Player for making the biggest donation to TEAM FOX,
and Wilkins met Michael J. Fox at the awards gala in New York City.
After his successful first event, Wilkins looked for more ways to get involved
with spreading awareness about Parkinson’s disease. His company was an out-ofhome media agency, and Wilkins partnered with some of his media vendors to run a
Parkinson’s awareness campaign across the U.S.
From April to September in 2009, Wilkins Media Co. advertised the Michael J.
Fox Foundation’s efforts completely free of charge, creating 1.3 billion possible
views.
Wilkins met many people with Parkinson’s disease through his awareness
efforts, and he formed a group called “Friends with Parkinson’s” that met quarterly
at his Atlanta office. The group included men and women of all ages who had been
diagnosed with Parkinson’s and local neuroscientists from Emory who helped to
treat these patients and supported Wilkins’ cause.
In time, this group evolved into the board of what is now known as the
Wilkins Parkinson’s Foundation. Wilkins and his son decided that there needed to
be a local foundation that would help fund other Parkinson’s awareness events in
the Atlanta area, so they applied for non-profit status and received the official
approval from the IRS in August of 2010.
Since its establishment, the foundation has supported many local events such
(more)
Page 24
India Pender
Portfolio & Media Kit
as Countrified Rock for Research, Pancakes for Parkinson’s at The
University of Georgia and the American Parkinson’s Disease Association’s Driving
Parkinson’s Away Golf Tournament.
They have also attended many local festivals to raise awareness and have
continued to host their annual Polo for Parkinson’s event. After three consecutive
years, Wilkins had raised almost half a million dollars for TEAM FOX.
Wilkins has inspired many people in his community to face their tough
medical situations and fight for a cure. He believes that a positive attitude can create
a hurricane of change, and he’s proving it with each new idea he brings to life.
Wilkins is a hero in the Parkinson’s community, and it’s all because he took
his resources to the next level and decided to give back to the Parkinson’s
community.
####
Page 25
India Pender
Portfolio & Media Kit
Press Conference Event Plan
India Pender
Pender Designs & Media
170 Luckie St., Fifth Floor
Atlanta, GA 30303
Phone: 404-972-0889
Email: india.pender@designsmedia.com
Objective
To host a press conference announcing the partnership of the Wilkins Parkinson’s
Foundation with the Georgia chapter of the American Parkinson’s Disease
Association (APDA).
Strategy
We will accomplish our objective by planning an event that introduces the Wilkins
Parkinson’s Foundation and the APDA to the community. We will aim our
conference towards media personnel, but we’ll also invite local neuroscientists,
doctors and prominent Parkinson’s patients from the local Atlanta area to attend the
conference. We will further inform the community about Parkinson’s disease and
ways that community members can join the cause and raise funds. We recommend
the strategy be implemented as follows:
1. The event will be hosted at Emory Conference Center located at 1615 Clifton Rd.,
Atlanta, GA 30329. This event will take place on Thursday, Dec. 8, 2011, from 10
a.m. to noon, followed by a luncheon at the center.
2.
A three-person planning team is necessary to coordinate the entire event.
Duties and responsibilities of each member are as follows:
a. One person will manage funds for expenses and lunch ticket sales and
(more)
Page 26
India Pender
Portfolio & Media Kit
coordinate operational details such as booking the conference
room and luncheon caterer. Facilities and services should be reserved at
least two months prior to the event date.
b. A second person will oversee all public relations with guests and speakers,
such as sending out invitations and preparing speakers for their
announcement and the Q-and-A session.
c. A third person will coordinate media relations and advertising for the press
conference by sending out press releases and ads two weeks prior to the
event.
3. The conference will proceed as follows:
a. Guest check-in at the front lobby. Each guest is given a packet of information
about both nonprofits.
b. Introductions by a member of the planning team.
c. A brief background presentation on each nonprofit delivered by a
representative from each organization. They will highlight points about their
nonprofits as well as their personal ties to Parkinson’s disease.
d. A formal announcement of the partnership made by the co-founder of the
Wilkins Parkinson’s Foundation, Bill Wilkins, and the President of the APDA,
Annemarie Schwarzkopf.
e. A Q-and-A session in which media personnel will be allowed to ask
questions for 15 minutes and special guests will be allowed to ask questions
for 15 minutes. These questions will be directed toward the representatives
and presidents of each nonprofit.
(more)
Page 27
India Pender
f.
Portfolio & Media Kit
A luncheon for all guests who pre-purchased a meal ticket.
Lunch will be catered by Fogo de Chão and served in the Emory Conference
Center Ballroom. Guests will be able to pre-order lunch tickets on the event’s
website two weeks prior to the event.
4. Media relations invitations will be sent to all local newspaper journalists and
medical magazine editors and bloggers. Special guest invitations will be sent to all
local neuroscientists, both private and public practitioners in the field of
neuroscience and any prominent members in the Atlanta community known to have
been diagnosed with Parkinson’s disease. These invitations will be mailed
electronically one month prior to the event.
5. A media kit will be assembled and submitted to any media personnel who cannot
attend the conference. The kit will include pamphlets from each nonprofit, a news
release announcing the partnership and photos taken at the conference for media
use. This kit will be submitted electronically to the media personnel at most two
days after the event.
####
Page 28
India Pender
Portfolio & Media Kit
TV PSA Script
WRITER: India Pender
CLIENT: Wilkin’s Parkinson’s Foundation
ADDRESS: 170 Luckie St., Fifth Floor
Atlanta, GA 30303
Phone: 404-972-0889
TITLE: Join the Fight Against Parkinson’s
LENGTH: 60-Second
Video
Audio
ELS of Bill Wilkins walking along
SFX: nature sounds in woods. Birds
a shaded path in the woods with
chirping, light footsteps on paved path.
the sun peaking through the tree
VO: Back in 2006, I was diagnosed
tops.
with Parkinson’s disease. I really
didn’t even know what Parkinson’s
was,
Cut to MS of Wilkins’ waist down
but as I started looking for more
(legs walking) and his hands
information I realized there wasn’t a
shaking at his sides as he walks.
Parkinson’s awareness group in this
Dolly in on his hands.
area, so I decided to start my own.
Fade to CU of Wilkins sitting on a
OC: I founded the Wilkins Parkinson’s
bench on the wooded path,
Foundation with my son, Daniel, in
looking into the camera as he is
2010. We had been donating to TEAM
being interviewed.
FOX of the Michael J. Fox Foundation
with the funds raised from our event,
Polo for Parkinson’s, but we wanted to
create a group that could support
other local Parkinson’s fundraisers
and increase awareness in the Atlanta
area.
(more)
Page 29
India Pender
Portfolio & Media Kit
Cut to silent video of the Polo for Parkinson’s
VO: Our event alone has raised almost half a
event. There are four seconds of a polo match
million dollars. We were awarded the Most
and then a four-second pan of the guests
Valuable Player award by TEAM FOX in
watching the match, eating and socializing.
2009 for our donation and advertising
efforts. But since we started the foundation,
we have been able to spread out network
and support other events such as
Countrified Rock for Research, UGA’s
Pancakes for Parkinson’s and the A-P-D-A
Driving Away Parkinson’s golf tournament.
The American Parkinson’s Disease
Association has been a great partner of ours.
Cut to CU of Wilkins on the bench in the
OC: There are many ways to get involved in
woods.
the Parkinson’s community, all you have to
do is find an event that interests you or start
your own event.
ECU of Wilkins’ hands crossed and laying on
The more people we can get to spread the
top of his lap.
word about this disease, the more people
we can get to join the fight against
Parkinson’s.
There is a lot of hope for people with
Parkinson’s, and sometimes that is all it
Fade to ELS of Wilkins walking along the path.
takes to change a person’s attitude.
Dolly in on sun shining and then fade to black.
SFX: nature noise, birds chirping, light
footsteps on paved path.
####
Page 30
India Pender
Portfolio & Media Kit
Brochure Cover Letter
India Pender
Pender Designs & Media
170 Luckie St., Fifth Floor
Atlanta, GA 30303
Phone: 404-972-0889
Email: india.pender@designsmedia.com
October 17, 2011
Mrs. Kathy Bifulco
Wilkins Parkinson’s Foundation
8010 Roswell Road, Suite 120
Atlanta, GA 30350
Dear Kathy:
I have attached the completed copy of the Wilkins Parkinson’s Foundation
brochure. Please take a look and tell me what you think.
I incorporated the foundation’s community involvement and Mr. Wilkins’
biography per your request at our last meeting. I added colorful photos to go along
with both sections to keep your readers engaged while reading the brochure. I also
used the orange and blue color scheme from your logo and the logo itself
throughout the brochure. I think it all flows very well. Let me know if you’d like to
switch the order of any panels, but I think you’ll like the logical layout. I also think
that all of the information is timeless, so there’s nothing that you’ll have to
constantly update and cause you to print new brochures.
Once again, let me know your opinion of the brochure and have the office
take a look at it, and we can discuss all feedback and recommendations at our next
meeting.
Best regards,
India Pender
Pender Designs & Media, Director
Enclosed: PDF of brochure
Page 31
India Pender
Portfolio & Media Kit
Brochure Design & Copy
Page 32
India Pender
Portfolio & Media Kit
Page 2:
In 2006, Bill Wilkins was diagnosed with Parkinson’s disease. He showed
the classic symptoms of a Parkinsonian: hand tremor, unbalanced gait and muscle stiffness.
After struggling to find a support group, Wilkins decided to start his own movement. With the
help of family and friends, he founded the Wilkins Parkinson’s Foundation in August 2010.
Since his diagnosis, Wilkins and his family have been active members in the Parkinson’s
community. They have increased awareness of the disease through advertising campaigns
across the U.S. They have participated in many events and have raised almost $500,000 for
TEAM FOX, the grassroots fundraising organization of the Michael J. Fox Foundation, to support
Parkinson’s research. Through all of their efforts, Wilkins and his family have influenced many
people who have also been diagnosed and encouraged them to take a fighting stance against
Parkinson’s.
If you are interested in learning more about the Wilkins Parkinson’s Foundation, please
continue reading to see where Wilkins and his family have made a difference in the community!
Page 3:
Countrified Rock for Research
This is an annual event sponsored by Team Tamra Cantore, a TEAM FOX member and friend of
Willkins’. The event includes a live concert, auction, food and beverages. Cantore has also raised
more than $500,000 for TEAM FOX.
Polo for Parkinson’s
This is the original Wilkins Parkinson’s Foundation fundraiser. Since 2008, Wilkins and his
family have hosted a polo match and silent auction and provided food and beverages at Chukkar
Farm & Polo Club in Alpharetta, Ga. This event is held every October and benefits TEAM FOX.
Page 4:
Driving Parkinson’s Away Golf Tournament
This golf tournament and dinner gala is hosted by Bill Pender, a friend of Wilkins’. The
foundation supports the tournament through donations. All of the proceeds from this event
benefit the Georgia chapter of the American Parkinson’s Disease Association.
TEAM FOX Athletes
Wilkins Parkinson’s Foundation sponsors athletes that participate in events across the world
such as the ING Georgia Marathon, the TEAM FOX NYC Marathon and a hike up Mount
Kilimanjaro in Africa, which was completed by Wilkin’s son Daniel.
Page 5:
Pancakes for Parkinson’s
This event is hosted by the Undergraduate Neuroscience Organization at the University of
Georgia each year. India Pender, the woman who started this event, is a friend of Wilkins and
partnered with the Wilkins Parkinson’s Foundation to fund the event. The pancake breakfast
benefits TEAM FOX.
Street Festivals
The Wilkins Parkinson’s Foundation attends many street festivals in the metro-Atlanta area to
increase awareness of Parkinson’s and TEAM FOX and to advertise their Polo for Parkinson’s
fundraiser. They set up a tent for both spring and fall festivals, and their favorite Parkinson’s
Pirate shows up to attract a crowd.
####
Page 33
India Pender
Portfolio & Media Kit
Website Evaluation
India Pender
Pender Designs & Media
170 Luckie St., Fifth Floor
Atlanta, GA 30303
Phone: 404-972-0889
Email: india.pender@designsmedia.com
Sept. 26, 2011
Website: http://wilkins-pf.org/
The Wilkins Parkinson’s Foundation’s (WPF) website was very organized
and engaging. WPF clearly sponsors the site because the name appears at the
header and footer of each page. The common features found on each page are a
calendar of upcoming events in the Parkinson’s community, a photo stream and a
couple of links to WPF’s social media sites.
Across the top of the site, the pages are tabbed in the following order: home,
history, Parkinson’s info, board members, donate/sponsor, pressroom and contact.
The pages are easy to navigate between. The home page displays a brief purpose
statement that is understandable at first glance. The Parkinson’s info page has links
to multiple online resources such as The American Parkinson’s Disease Association
and The National Parkinson’s Foundation which makes the WPF website credible.
The pressroom page has links to current articles covering WPF and its community
involvement. Each of these pages is written in third-person and adheres to AP style.
They are informative but not overwhelming with information.
The most engaging pages are the donate/sponsor and contact pages.
(more)
Page 34
India Pender
Portfolio & Media Kit
Donate/sponsor asks people to support WPF by donating online. The
page offers two links to online donation websites and displays the mailing address
of the WPF office in case anyone would like to mail a donation check. The contact
page has a survey that readers can fill out and submit electronically to WPF to be
added to the mailing list. Both of these pages use second-person because they
directly involve the reader.
Overall, the WPF website is very clear, simple and engaging. There are
colorful pictures and links to other sources of credible information. WPF’s heart for
raising awareness of Parkinson’s disease is evident.
####
Page 35