April 27, 2015

Melanie Jones
Autism Society of Alabama
4217 Dolly Ridge Road
Birmingham, AL 35243
Dear Ms. Jones:
As the Autism Society of Alabama prepares for the release of the Autism Identification Card, it is important
to identify how the organization will promote the card to the public. Because of the cards importance for
those with ASD, it is crucial to create a communication plan that effectively encourages ASAs key publics to
take action.
The communication plan I have developed for the Autism Identification Card will target families and first
responders, which are two of its key public groups. Each objective has a set of strategies and tactics, which
use different communication techniques for various media outlets. Both groups will learn about the benefits
and importance of the card, and the actions they can take to assist its implementation. For families, the
plan provides opportunities to build awareness about the card and to act by ordering the cards as they
become available. For first responders, the plan encourages them to receive and apply the training
necessary to communicate effectively with those on the autism spectrum.
Using the enclosed plan, by December 2015 when the cards are released, families will be aware of the
cards and eager to purchase them; first responders will be ready to apply the training they have received in
real emergency situations. My plan will provide the necessary promotional tools to ensure the success of
the Autism Identification Card and its implementation.
Thank you, and I look forward to assisting you in promoting the Autism Identification Card.

Sincerely,

Torrie Miers

Autism Identification Card

Communication Plan
Torrie Miers
April 27, 2015

Table of Contents
Problem Statement 5
List of Priority Publics .. 5
Families - Objective I . 5
Strategy A . 5
Informational Flier .. 5
Newspaper Ad . 6
Strategy B . 6
Facebook .. 6-7
Twitter ... 7-8
Strategy C . 7
Audio News Release .. 8-9
Objective II ... 9
Strategy A . 9
Facebook .. 9-10
Twitter ... 10-11
Objective III .. 11
Strategy A . 11
Facebook Event .. 11-12
Email News Release .. 12-13
First Responders - Objective I .... 13
Strategy A . 13
Pitch Letter ... 13-14
Fact Sheet ..... 14-16
Future Suggestions . 16
Evaluation ..... 17-18
Timeline . 19-20
Budget .... 21-22
Appendix . 23
Informational flier ... 24
Newspaper ad... 25
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Problem Statement: As the number of individuals diagnosed with autism spectrum disorder continues to
grow, the Autism Society of Alabama must expand its education efforts. In the coming months, it should
focus on promoting the new Autism Identification Card program to be launched by the Alabama Department
of Public Health.

Priority Publics:
Families: Of the 50,000 families across the state affected by ASD, most of them do not know about
these cards. The plan will make these families aware of the cards, and then positive attitudes will
be developed. Once they are educated, the communication plan will encourage action.
First Responders: Many first responders across the state have been made aware of the special
training available for treating those with ASD. This communication plan will aim to entice first
responders to act on the training they can receive or have already received.
Other ASD advocacy groups (nationally): Other groups are not aware of these cards because
Alabama is the first state to produce the card. Attitudes have yet to be developed.
Government (Local and State): These groups are aware of the card as it is implemented. The
communication plan will aim to develop a positive attitude about the identification cards.

This communication plan will address families and first responders. A future communication plan
should target all other key publics listed above.

Families

Objective I: To increase awareness among 25,000 families affected by ASD about the Autism Identification
Card by December 2015.
Strategy A: Use print media to explain the benefits of the Autism ID Card. Message: Get the ID
card to give individuals with ASD the assistance they need.
Tactic 1: Develop an informational flier to place in schools and doctors offices. These will
provide baseline information on the Autism ID Card, and they will encourage parents and
other family members to seek more information.
Flier Copy Comp (see Appendix for design template)
[Headline]: The Autism Society of Alabama and the Alabama of Public
Health present the Autism Identification Card. Those affected by ASD
often have trouble communicating, which can cause dangerous problems
in an emergency situation. The Autism ID Cards can assist those with
ASD in communicating with first responders to ensure safety for these
individuals. For more information on the card, please visit
https://www.autism-alabama.org/what-is-autism/autism-driveridentification-card/. Want to apply for an Autism Identification Card? Email
Bama Hager at bamah@autism-alabama.org to receive emails as
information on the cards release becomes available. [Update as link to
sign up for card is available].

Visual:

Tactic 2: Develop a newspaper ad based off of the informational flier. This will provide
another opportunity to provide baseline information on the Autism Identification Card, and it
will encourage parents and other family members to seek more information.
Newspaper Ad Copy Comp (see Appendix for design template)
[Headline]: Do you know someone affected by autism spectrum disorder
(ASD)? The Autism Identification Card will allow those with ASD to receive
the help they need in an emergency. Alabama is the first state to provide a
card to assist with communication between first responders and those with
ASD. For more information on the card, or to sign up to receive updates
on its availability, please visit https://www.autism-alabama.org/what-isautism/autism-driver-identification-card/.

Visual:
Strategy B: Develop a series of social media posts that educate followers about the Autism ID
Card, its benefits and how to obtain it. Message: Learn about the Autism ID Cards and what it
does.
Tactic 1: Create and post five Facebook updates that discuss the need for these cards
and their benefit. This will show the need for the cards, and develop positive attitudes.
Facebook Copy Comp
1. Have you heard about the Autism Identification Card? The Autism
Society of Alabama and the Alabama Department of Public Health
have partnered up to keep first responders and those with ASD safe

from avoidable danger. Find out more on our website:

http://bit.ly/1yDE9CZ.
2. Heres a look at the Autism Identification Card. You can order them in
December of 2015 for a small fee of $10. Help keep your loved ones
with ASD safe!

Visual:
3. ASA is thrilled that the Autism Identification Cards will be ready to
order in December of 2015! Tell us in the comments below what you
think about the Autism Identification Cards and how they will help your
family.
4. You can keep your loved ones with ASD and first responders safe by
ordering the Autism Identification Card. Visit ASAs website to get on
the list to receive information about ordering the card!
http://bit.ly/1yDE9CZ
5. The Autism Identification Cards will be available soon! Make sure
youre on the list to receive updates as they become available:
http://bit.ly/1yDE9CZ.
Tactic 2: Create and post 10 tweets linking to various educational tools, including links to
media coverage surrounding the ID cards.
Twitter Copy Comp
1. Have you heard about the Autism Identification Card? Find out what it
can do for your family: http://bit.ly/1yDE9CZ. [116]
2. Check out the Autism Identification Cards! We are thrilled to announce
they will be ready to order in December of 2015. Visual:

[120 text, 140

with images]
3. Interested in ordering an Autism Identification Card? Visit ASAs
website to get on the list! http://bit.ly/1yDE9CZ [115]

4. Did you know Alabama is the first state to implement an Autism ID

Card? Read this article for some basic info: http://bit.ly/1ErLOVH.
[132]
5. What are your opinions on the Autism Identification Card? We want to
hear your responses! [89]
6. The Autism Identification Cards are going to make a difference for so
many families. Read about their impact: http://bit.ly/1HELrrS [131]
7. Heres another article about the Autism Identification Cards. They will
be available for order December of 2015! http://bit.ly/1z5G3Nj [134]
8. You could be next on the list to receive the Autism Identification Card!
Visit our website for more info on ordering: http://bit.ly/1yDE9CZ [140]
9. $10 dollars is a small price to pay to keep first responders and those
with ASD safe. Read more: http://bit.ly/1aLDcNB #AutismIDCard [131]
10. Read more about the Autism Identification Card, and find out how to
order one for your loved one with ASD: http://bit.ly/1yDE9CZ [128]
Strategy C: Earn media placements on radio. Message: Keep those with ASD and first responders
safe by ordering the Autism Identification Card.
Tactic 1: Create an 30 second ANR that provides basic information on the card and urges
them to read more on the website.
Logo/Letterhead

Audio News Release

Date: April 27, 2015
Total Time: :30
Contact: ASA Program Director Bama Hager, 205-951-1364
FOR IMMEDIATE RELEASE

Autism Identification Card available December 2015

Do you have a family member with autism spectrum disorder or A-S-D? It can be hard for these individuals
to communicate, and in emergency situations, this can lead to unnecessary complications or danger. The
Autism Society of Alabama and the Alabama Department of Public Health have partnered to bring the first
Autism Identification Card to Alabama. These cards will assist those with A-S-D in communicating

effectively with first responders and keeping them safe from harm. The identification cards will be available
beginning in December of 2015 and will cost 10 dollars. For more information on the cards and how to
obtain one, please visit autism-hyphen-alabama-dot-o-r-g and proceed to the Autism Identification Card
page.
###

Objective II: To develop favorable attitudes about the Autism ID Card among families affected by ASD.
Strategy B: Develop a series of social media posts that educate followers about the Autism ID
Card, its benefits and how to obtain it. Message: Learn about the Autism ID Cards and what it
does.
Tactic 1: Create and post five Facebook updates that discuss the need for these cards
and their benefit. This will show the need for the cards, and develop positive attitudes.
Facebook Copy Comp
6. Have you heard about the Autism Identification Card? The Autism
Society of Alabama and the Alabama Department of Public Health
have partnered up to keep first responders and those with ASD safe
from avoidable tragedy. Find out more on our website:
http://bit.ly/1yDE9CZ.
7. Heres a look at the Autism Identification Card. You can order them in
December of 2015 for a small fee of $10. Help keep your loved ones
with ASD safe!

Visual:
8. ASA is thrilled that the Autism Identification Cards will be ready to
order in December of 2015! Tell us in the comments below what you
think about the Autism Identification Cards and how they will help your
family.

9. You can keep your loved ones with ASD and first responders safe by
ordering the Autism Identification Card. Visit ASAs website to get on
the list to receive information about ordering the card!
http://bit.ly/1yDE9CZ
10. The Autism Identification Cards will be available soon! Make sure
youre on the list to receive updates as they become available:
http://bit.ly/1yDE9CZ.
Tactic 2: Create and post 10 tweets linking to various educational tools, including links to
media coverage surrounding the ID cards.
Twitter Copy Comp
11. Have you heard about the Autism Identification Card? Find out what it
can do for your family: http://bit.ly/1yDE9CZ. [116]
12. Check out the Autism Identification Cards! We are thrilled to announce
they will be ready to order in December of 2015. Visual:

[120 text, 140

with images]
13. Interested in ordering an Autism Identification Card? Visit ASAs
website to get on the list! http://bit.ly/1yDE9CZ[115]
14. Did you know Alabama is the first state to implement an Autism ID
Card? Read this article for some basic info: http://bit.ly/1ErLOVH.
[132]
15. What are your opinions on the Autism Identification Card? We want to
hear your responses! [89]
16. The Autism Identification Cards are going to make a difference for so
many families. Read about their impact: http://bit.ly/1HELrrS [131]
17. Heres another article about the Autism Identification Cards. They will
be available for order December of 2015! http://bit.ly/1z5G3Nj [134]
18. You could be next on the list to receive the Autism Identification Card!
Visit our website for more info on ordering: http://bit.ly/1yDE9CZ [140]
19. $10 dollars is a small price to pay to keep first responders and those
with ASD safe. Read more: http://bit.ly/1aLDcNB #AutismIDCard [131]
20. Read more about the Autism Identification Card, and find out how to
order one for your loved one with ASD: http://bit.ly/1yDE9CZ[128]

10

Objective III: To increase use of ID cards by 5,000 families by December 2015.

Strategy A: Develop social media content that urges families to order the cards. Message: Order
the identification cards to keep your loved ones safe.
Tactic 1: Create a Facebook event informing families when the cards will be available to
order. This will create anticipation surrounding the event and serve as a constant reminder
for families to order the card.
Facebook Event Copy Comp
Name: Autism Identification Card Available for Order!
Details: The Autism Society of Alabama and the Alabama Department for
Public Health have partnered to bring the first Autism Identification Card to
the state of Alabama.
Because individuals with ASD can have difficulties communicating,
interactions with first responders can be complicated, and sometimes,
they can be dangerous. The Autism ID Card informs first responders that
the individual they are communicating with has ASD and may need a
different kind of assistance. This helps keep both individuals with ASD and
first responders safe.
Starting in December 2015, these cards will be available for a low cost of
$10. For more information visit the Autism Identification Card page on
ASAs website, and keep checking out ASAs Facebook page for updates
as the cards become available.

Visual:
Where: Across the state of Alabama! Order here: [When available, insert
link to Alabama Department of Public Health website link for ordering.] To
be placed on an email list and receive information on the Autism ID Card,
please send your name, email address, childs or adults with ASD name
and age to Bama Hager at bamah@autism-alabama.org.
When: December [insert specific day when decided], 2015

11

Strategy B: Earn media placements in print media. Refer to ASAs media list when the release is
sent out. Message: The cards are available. Order now!
Tactic 1: Create an email news release that urges journalists to cover the card becoming
available to families affected by ASD.

Email News Release

To: [Insert journalists email from media list.]
Subject: The first Autism Identification Card is now available
For Immediate Release
April 27, 2015
BIRMINGHAM, Ala. The Alabama Autism Identification card, which is the first of its kind in the nation, is
now available for purchase. The card, which aims to keep individuals with autism spectrum disorder (ASD)
and first responders safe, was created and initiated through a partnership of the Autism Society of Alabama
and the Alabama Department of Public Health.
We are extremely proud that the state of Alabama is introducing the Autism Identification Card to aid
individuals on the spectrum during unforeseen circumstances, says ASA Program Director Bama Hager.
This initiative brings us a step closer to improved services for those affected by ASD.
Individuals diagnosed with ASD can often have difficulties communicating and a susceptibility to sensory
overload. When placed in stressful situations with first responders, the behavior of those with ASD can be
misconstrued as noncompliant or violent. The cards inform first responders that the person they are treating
may require special attention because of their disorder, and with the help of specialized training, first
responders can provide it properly.
Supported by Alabama state legislation in 2014, the cards application process will be overseen by the
Alabama Department of Public Health. The cards cost $10, and they are available for order on the Alabama
Department of Public Healths website [include a hyperlink on the word website to the site when it is
launched].
Autism Society of Alabama is a nonprofit and volunteer-based social services organization that, according
to its mission, is committed to improve services for persons with autism spectrum disorder and their
families through education and advocacy.
###
12

Links included in release:

https://www.autism-alabama.org/what-is-autism/autism-driver-identification-card/
https://www.autism-alabama.org/what-is-autism/
https://www.autism-alabama.org/first-responder-training/
https://www.autism-alabama.org/mission/

First Responders
Objective I: To encourage all first responders to receive the necessary training and apply it when
presented with the Autism Identification Card by December 2015.
Strategy A: Use direct and controlled communication to encourage first responders to get trained.
Message: Learn about what it takes to assist someone on the autism spectrum.
Tactic 1: Create an email pitch letter that will introduce the cards and training, show their
importance and why its crucial for first responders to have this training. This pitch letter
(along with Tactic 2) will be sent in an email to police and fire departments located in the
key cities of Alabama.

Pitch Letter
To: [Develop a comprehensive list of key city fire and police departments across the state of Alabama, and
insert them here.]
Subject: Specialized training available for your department
Dear [Insert name of police or fire chief here]:
In the state of Alabama, one out of every 175 children is diagnosed with autism spectrum disorder, or ASD.
These astounding numbers have led to a significant increase in awareness surrounding this disorder. Over
the past year, the Autism Society of Alabama, the Alabama Department of Public Health and lawmakers
have worked together to create the Autism Identification Card, and this tool will be extremely beneficial to
your department.
ASD is a disorder in the brain that can cause sensory overload and affect the ability to communicate
effectively. In stressful situations, such as encounters with police officers, firefighters or EMTs, ASD can
cause a persons behavior to appear noncompliant or dangerous, and it can even cause violent outbursts.

13

These incidents are completely avoidable, and your department can play a key role in preventing them.
When presented, the Autism Identification Cards can inform first responders that the individual they are
interacting with has ASD and requires special attention. There is training available that can teach your
department the proper ways to communicate effectively with these individuals, and provide them with the
best care possible.
Attached to this email, I have included a fact sheet that gives basic information on the Autism Identification
Cards and the Autism Risk and Safety Management training. I encourage you to forward this to the rest of
your department, and urge them to receive this crucial education. Together, we can keep those with ASD
and first responders safe from avoidable danger.
Please contact me with any questions you may have, and thank you for your consideration.
Sincerely,
Bama Hager
ASA program director
205-951-1364
bamah@autism-alabama.org
Tactic 2: Develop a fact sheet about the ID Cards, the training sessions and what the
sessions entail. This fact sheet (along with Tactic 1) will be sent in an email to police and
fire departments located in the key cities of Alabama.
Logo/Letterhead

Fact Sheet
April 27, 2015
FOR IMMEDIATE RELEASE

Contact:
Bama Hager, ASA program director
205-951-1364
bamah@autism-alabama.org

Autism spectrum disorder affects an individuals ability to communicate with others and makes them
susceptible to sensory overload.

In an emergency situation, individuals with ASD can exhibit behavior that is seemingly noncompliant or
violent in nature, which can cause unnecessary risks for first responders and those with ASD.

The Autism Society of Alabama and the Alabama Department of Public Health have partnered up to
create and initiate the Autism Identification Card.

14

The Alabama Autism Card is the first of its kind in the nation.

The identification cards inform first responders that the person they are in contact with has ASD and
may require a different type of treatment.

Autism Risk and Safety Management training sessions are now available to first responders across
Alabama.

This training provides education about ASD and proper ways to interact with those who have it.

In partnership with the Autism Society of Alabama, Dustin Chandler is offering Autism Risk and Safety
Management training for first responders.

Chandler is a former police officer and an ASD parent who was trained by experts to provide this
education to first responders.

Training is available to inform first responders about the communication difficulties those with ASD can
have.

The training also shows first responders how to handle various situations when interacting with those
affected by ASD to avoid any unnecessary problems.

Training sessions address a wide variety of issues including identifying common ASD behaviors,
communication techniques, arrest and restraint techniques and how to diffuse tense situations.

Each training session can be tailored to meet the needs of each specific first responder group.

Various departments across your city or county can combine training sessions into one day.

The training sessions have a cost, but ASA can assist departments in finding outside funding options.

For more information on the training sessions and the education they offer, visit
http://www.autismriskmanagement.com/.

You can also contact Bama Hager with the Autism Society of Alabama for more details.

To schedule training sessions for your department, contact Dustin Chandler.

15

Future Suggestions: Under Objective I, Strategy B should include personal stories from families about
times when the Autism ID Cards could have been useful in the past. I cannot provide these at this time.

16

Evaluation
Informational flier: Determine success by the amount of fliers that are taken from their distributing
location and by the number of people who sign up for the card.

Newspaper ad: Determine the success of the ad by the response from the target publics and by
the amount of people who sign up for updates about the cards release.

Facebook posts: Determine success by using analytics programs and feedback from the
audience.

Twitter posts: Determine success by using analytics programs and feedback from the audience.

Audio news release: Use the stations radio-rating company or radio-monitoring reports to gather
Information on audiences and their responses.

Facebook event: Determine success by number of Facebook RSVPs to the event.

Email news release: Determine success by the number of placements that resulted from the news
release.

Pitch letter and fact sheet: To evaluate these tactics, communicate with Dustin Chandler to
determine the increase of first responders who sign up for training sessions.

17

Short-term implications: Determine how many Autism Identification Cards were ordered by
families and how many first responders attend training sessions.

Long-term implications: The implementation of the Autism Awareness Card should increase
awareness of ASD as a whole. This will give a group (first responders) who may not have been
familiar with ASD necessary education to be involved with ASAs cause. It will also encourage more
conversation about ASD, and encourage more citizens to take action for ASAs audience.

18

Timeline
May: Gather contact lists for all of the tactics that need to be sent out to media outlets and first
responders. Design the flier and newspaper ad. Send out flier for printing.

June: Distribute the fliers to appropriate locations. Determine which newspapers will place the ad.

July: Send out the email pitch letter and fact sheet to the gathered contact list of department
chiefs.

August: Evaluate the success of the fliers and newspaper ad.

September: Begin posting the Facebook and Twitter updates. Post two tweets per week and one
Facebook update per week in the order listed. At the end of the month, begin evaluative measures
for the fliers and newspaper ads.

October: At the end of the month, use analytic programs to evaluate the success of the Facebook
and Twitter posts. Evaluate the success of the email pitch and fact sheet by determining the
number of first responders who have received training.

November: Create the Facebook event, and invite all of ASAs Facebook followers to RSVP. Send
out the ANR to the selected radio stations. Send out the email news release to the gathered list of
journalists.

19

December: The ANR should run on the radio stations that are selected. The cards are released,
but promotional efforts to encourage orders of the card should continue. Begin evaluation methods
for the Facebook event, the ANR and the email news release.

20

Budget
Informational flier: There will be costs to hire a flier designer and to have the flier printed. The
costs of printing will be determined by the size and color complexity of the flier.

Newspaper ad: There will be costs to hire a designer of the ad, and to place the ad in newspapers
selected from the media list. The costs of placement will be determined by the size, color
complexity, and number of placements.

Facebook posts: There will be costs to hire manpower to post and maintain Facebook posts.
There will also be costs for the evaluative tools (i.e., analytics) to monitor their success.

Twitter posts: There will be costs to hire manpower to post and maintain Twitter posts. There will
also be costs for the evaluative tools (i.e., analytics) to monitor their success.

Audio news release: There will be costs to print and distribute the news release. The ANR will
either be distributed by mail or by email, and there will be costs for airtime.

Facebook event: There will be costs to pay manpower to arrange, post and monitor the Facebook
event. There will also be costs for the evaluative tools (i.e., analytics) to monitor its success.

Email news release: There will be costs to pay manpower to gather contacts, send out the email
news release and evaluate the number of placements it receives.

21

Pitch letter: There will be costs to pay manpower to gather contacts, and send out the pitch letter.

Fact sheet: There will be costs to pay manpower to gather contacts, and send out the fact sheet.

22

Appendix

23