Strategic Plan

Sun Sounds of Arizona
A division of Rio Salado College, one of the Maricopa Community Colleges

Strategic Plan for Capacity Building
January 2006 – December 2010

Sponsored By:
The Del E. Webb Foundation

Table of Contents
Mission Statement
Vision Statement
Funding and Resource Development
Technical Operations and Infrastructure
Marketing and Audience Outreach
Volunteer and Programming Development
General Management and Administration
Acknowledgements

Sun Sounds of Arizona Mission Statement May 23, 2005
Sun Sounds of Arizona provides audio access to information to people in the Southwest who cannot read print because they have a disability.

Sun Sounds of Arizona Vision Statement August 24, 2005
Sun Sounds of Arizona will make creative use of technology and talent to ensure that every disabled person has the opportunity to access the current and local information necessary to a self-directed, productive life. As a result, the inability to read print will no longer be considered a disabling condition. Sun Sounds of Arizona will continue to be a leader in the field of information access services and a willing partner to organizations with like goals. Sun Sounds of Arizona is innovative, committed to quality and to customer satisfaction.

Funding and Resource Development

Goal: Sun Sounds of Arizona will be a well-funded operation that has the capacity to serve its growing constituencies.
Objective: A multi-year strategic fundraising plan will be put into place that will include a balance among grantsmanship, special events, individual solicitations, community support, and planned giving. (December 2006)

Strategies:
• Divide (balance) funding efforts: Determine an appropriate percentage of time to be spent on each type of fundraising activity.
• Conduct quarterly telephone meetings of the development team: Rotate the chairmanship of each meeting, reserving chairmanship of the last quarter in the fiscal year for the Director, Sun Sounds of Arizona. This last quarterly meeting will then form the basis of an annualized review of progress. Each meeting will include a review of the development calendar, reports on activities and prospects, coaching on techniques, and will allow for the evaluation of the efforts and writing of co-workers with the purpose of helping improve performance and facilitating cooperation. The development team includes the Director of Development, the Station Manager in Tucson, the Station Manager in Flagstaff, and the Director Sun Sounds of Arizona.
• Donor Prospecting and Management: - Establish systems to ensure donors are cultivated and contacted appropriately. - Set up a system to ensure that all donors and potential donors are integrated into the database. - Screen volunteer corps for potential prospects and cultivate those volunteers as possible major donors or estate planning prospects. - Screen volunteer corps to search for business connections and for fund raising help including estate planning professionals.
• Planned Giving: - Spots will run on air continually and be refreshed regularly. - Engage the help of outside professionals such as financial planners and lawyers in the process of educating donors about estates and planned gifts. - Find a corporate sponsor for Planned Giving such as a personal planner, financial management firm, or other investment broker.
• Events: - Events will either be targeted towards raising funds OR raising public awareness. - Any event for the purpose of generating income for Sun Sounds must be designed to generate at least $10,000. - Any event designed to raise public awareness, will not have the revenue limit imposed though a means of measuring effectiveness will be implemented. - All existing events will be evaluated on an ongoing basis to assure each continues to be effective according to its purpose. - Events proposed by Sun Sounds staff must be approved by the director, Sun Sounds of Arizona in advance. - Proposed events will have a written plan that includes an event general description, the expected event outcome, an income/expense budget, provisions for marketing, an estimate of staff time required, and a projected timeline.
• Statewide Coordination and Collaboration: - Statewide collaboration on grants will occur as often as is feasible so that: grantors are being solicited for the maximum possible gift, income can be shared throughout the network of stations, the workload of statewide fundraising is shared, and unrestricted revenue increases.

Goal: Planned upgrades, back-up systems and maintenance, growth in services being provided and other efforts have a ready pool of funding from which to draw.
Objective: The statewide income budget will be increased over normal operating levels by $100,000. (December 2010)
Strategies:
• All department heads will provide future needs documentation including projected costs on a timely basis.
• Each department will budget for growth and maintain an expansion plan that projects at least 3 years in advance.
• Involve all staff in the development process.
• on-air staff will produce fundraising spots based on information provided by the development department.
• Develop policies to allow for the creation of an endowment fund with the proviso that money is only placed in said fund after operations and expansion funds are secured.
• Consult with the Maricopa District Development office on the feasibility of establishing an endowment fund for Sun Sounds.

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Technical Operations and Infrastructure

Goal: Establish more robust, high quality, statewide primary and alternate distribution systems using both satellite and internet technologies to achieve full state coverage and greater reliability.
Objective: Provide the network satellite signal to all parts of Arizona. (December 2010)
Strategies:
• Review alternative satellite systems such as NPR satellite as far as costs and tech support compared to the current system in use.
• Map out downlink sites for expansion in unserved areas. .
• Map out existing cable and main channel carriers.
• Purchase and deploy downlinks to partner cable and main channel head ends.
Objective: Fund and install Web based technology as backup to the satellite system eliminating the use of translators for network purposes. (August 2006)

Goal: Create a Sun Sounds of Arizona centered IT system to aid in planning and implementing technology upgrades, and routine maintenance.
Objective: Create a Sun Sounds IT staff. (January 2007)
Strategies:
• Review our IT needs and determine realistically what would be in our best interests and what support we want from KJZZ or Rio IT Departments
• Hire one Full Time IT person for Sun Sounds
• Negotiate appropriate integration between Sun Sounds IT and KJZZ IT staff
• Screen volunteers for IT skills
• Use IT student interns or in-kind professionals as volunteer IT staff.

Goal: Develop and implement an upgraded self supporting Sun Dial system capable of serving the entire region and also generating revenue.
Objective: Replace existing Sun Dial system with more robust, more capable, and more user friendly Sun Dial II system. (July 2006) Strategies:
(Refer to separate scope document)
Objective: Create a revenue stream to support the Sun Dial II system and provide additional funding for Sun Sounds of Arizona. (July 2007)
Strategies:
• Develop a Long term business plan detailing the marketing of regenerative funding and sales opportunities for the new system.

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Marketing and Outreach

Goal: A proactive strategy will be developed and implemented which will build upon previous marketing and outreach efforts.
Objective: Double the number of opportunities the public has to be educated about Sun Sounds. (January 2007)
Strategies:
• Standardize the means of measuring Marketing effectiveness.
• Fully implement the marketing plan approved in June 2004 as appropriate
• Coordinate marketing efforts with other organizations serving potential Sun Sounds customers, particularly IL organizations.
• Revisit Sun Sounds marketing images and language to ensure relevance
• Shape our marketing messages allowing for, and taking into account the ignorance of and prejudices towards disability held by the general public.
• Create a focus group of listeners and volunteers to help us shape our message.
• Explore methods for using toll-free phone service to enhance our marketing and customer service while preserving localness.
• Specifically target marketing to geographic areas which have recently achieved signal coverage.
• Develop the capability to do on site marketing in outlying areas.
• Create volunteer Speakers Bureau in all Sun Sounds facilities.
• Increase the involvement of volunteers in the marketing and outreach areas.
• All marketing will include both a statewide and a local message.
• Work with Development personnel to create renewing funding for radio advertising.
• Identify all possible individual print disabilities for targeted marketing.

Goal: A narrow focus project will be developed and implemented by the Marketing department designed to build capacity by taking full advantage of cable as a service delivery vehicle.
Objective: The number of cable company outlets which provide Sun Sounds will be doubled so that audience growth will be more rapid and less costly. (January 2008)
Strategies:
• As cable industry networking is important for success, re-establish contact with the Arizona Cable Association.
• Create a document detailing technical requirements, general policies, implementation steps, etc. and have it available before approaching prospective cable carriers.
• Create a list of equipment and associated funding needs which can be provided to internal marketing staff, cable companies, potential funders etc. Objective: Promote the use of Sun Sounds by new and existing cable subscribers to reduce the need for special radios. (ongoing)
Strategies:
• Explore options to add cable subscribers to our mailing list.
• Arrange for Sun Sounds to be listed on one of the channels in the TV Guide as well as on the on-screen program guide.
• Encourage client cable companies to put promotional inserts for Sun Sounds in bills.
• Advertise on popular cable channels during local avails to guide possible listeners to the local Sun Sounds channel.
• Advertise in Spanish on Spanish language channels to guide potential listeners to our Spanish programming.
• Solicit assistance from Multiple System Operators to help Sun Sounds achieve wider distribution of spots and PSA’s.
• Target mobile home parks for potential cable listeners. Goal: Eliminate duplication of effort, increase capacity for growing contact lists, and insure an effective interface with all constituencies.
Objective: Create and implement a comprehensive database tracking system. (July 2006)
Strategies:
• Set up VPN access for our database developer.
• Recruit a reliable database administrator.
• The database will function in parallel with the existing Allegiance system.

Goal: Marketing/outreach staffing will bee optimized to maintain positive momentum and prepare for rapid growth.
Objective: Design a marketing system able to maximize the achievements of short-term, part time employees. January 2007)
Strategies:
• Review existing marketing plans and projects, and segment them into smaller units of time and achievement.
• Create a written policies and procedures handbook for the marketing area.
• Create and implement standardized training for marketing personnel.
• Consider student interns as an alternative to paid staff to take on specific short term projects.
• Hold monthly meetings for the purpose of planning short term marketing efforts.
Objective: Maximize the longevity of part time Marketing personnel so as to achieve a minimum of one full year of employment. (January 2007)
Strategies:
• Managers will participate in a self assessment to uncover both strengths and weaknesses in supervision practices of part time personnel.
• Implement job screening procedures designed to reliably identify candidates seeking long term part time employment.
• Review external market to ensure that job requirements and salaries are competitive.
• Screen job candidates for non-profit experience.
• Revise job descriptions to emphasize the skills and background needed in non-profit social service marketing, and deemphasizing less relevant commercial (for profit) skills.

Volunteer and Programming Development

Goal: All stations will contribute to statewide and local programming that is consistent in quality and in programming procedures.
Objective: Expand the existing standardization and implementation of program development, so that all program formats, concepts and methodologies are predictable. (Feb 06)
Strategies:
• Develop two tier program formats, one that is a quick basic script for beginning and ending each program, the second a detailed description of the program content, style and intent.
• Formats will be kept in reference handbooks for use by staff and volunteers as needed.
• The programming staff, at all levels, will use the formats as a tool to insure standardization and consistent efficiency and effectiveness.
• All stations will develop new programming.
• The Programming staff includes: Tempe: The Programming Manager/Volunteer Coordinator, in conjunction with the Operations Director & the Director, Sun Sounds of Arizona. Tucson: The Operations Director Flagstaff: Station Manager

Goal: All stations will have skilled volunteer broadcasters that communicate accurately the thoughts and ideas set forth in the printed material they are reading.
Objective: Standardize volunteer performance criteria throughout Sun Sounds of Arizona including coaching guidelines for improved performance. (April 06)
Strategies:
• Standardize volunteer applications and include instructions for oral reading tests as well as necessary reading characteristics to be a volunteer broadcaster.
• Use a standardized format for reading tests statewide incorporating local news items with standardized vocabulary and narrative reading samples. 
• Develop accessible information packets and tests so that blind or visually impaired volunteers can be fairly screened and tested.
• Conduct frequent training sessions (voice coaching) for both new and seasoned broadcast volunteers.
• Utilize our best veteran broadcasters to train beginners.
• Set up self-evaluations process for volunteer talent and then have a staff member discuss the evaluations with the volunteer.
• Provide early feedback for newly placed show hosts and newspaper readers.
• Have show hosts alert staff when they feel they have produced a program worth archiving.
• Supervisors for broadcast volunteers will coach those who have performance problems.
• Board operators will be trained by their supervisors and empowered to assist in the coaching of live readers.

Goal: A fully diversified volunteer talent pool will be developed so as to provide volunteer support for all operational areas of Sun Sounds.
Objective: Formalize a mechanism to build upon existing diversification efforts to create a more productive means of attracting and identifying talent. (June 2006)
Strategies:
• At the initial volunteer intake meeting, screen applicants for interest in working in technical areas of the organization as well as interest in working in the marketing/development area.
• Standardize a volunteer handbook, which includes both statewide and local orientation information.
• Volunteer supervisors will keep volunteer staff engaged in their assignments by giving them feedback.
• All supervisors will watch for leadership potential within the volunteer corps and bring those individuals to the attention of the Director, Sun Sounds of Arizona.

Goal: The Sun Sounds of Arizona website will have sufficient audio on demand to interest listeners outside of Maricopa County. 
Objectives: Listeners in every region currently served by Sun Sounds of Arizona will be able to have audio on demand that suits their informational needs. (June 2007)
Strategies:
• Coordinate with the marketing department to fill the on demand audio needs In each area that Sun Sounds serves.
• All stations will have encoding capability
• Identify in which areas we will need to have on demand information in Spanish and make it available.

General Management and Administration

Goal: Managers will develop a strategic model for more effectively managing their workload.
Objective: Implement a training process designed to give managers the necessary tools to excel, and to give subordinate staff the ability to take on increasing levels of responsibility. (July2006)
Strategies:
• Design formal training course of study for all individual managers and key subordinate staff.
• Managers will learn to delegate appropriately to Eliminate tasks through district training.
• Managers will learn time management and more effective organizing techniques through District training.
• Managers will learn life balancing skills through District training.
• Set up standardized training and retraining program for non-management and volunteer staff.
Objective: Review current volunteer/staffing/management needs of Sun Sounds and recommend an optimal staffing plan for both existing needs and future growth. (On going)

Goal: Managers will practice continuous quality improvement in both communications and meeting skills for themselves and their subordinate staffs. Objective: Each manager will identify who his or her work decisions will affect…other managers, paid staff, volunteer staff, and communicate decisions, ideas, goals, etc to all effected parties. (on going)
Strategies:
• Hold regular meetings of all Managers.
• Hold project meetings in addition to general meetings. 
• Communicate official positions and decisions to full staff after each management meeting.
• Managers will hold scheduled monthly meetings with individual subordinate paid and key volunteer staff to communicate management objectives and solicit input.
Objective: Each manager will both teach and practice the principle that good communication is the responsibility of every individual. (on going)
Strategies:
• All managers will encourage and support both vertical and horizontal communications between their respective subordinate staffs.
• Define and standardize appropriate communication paths, and distribution lists.
• Take better advantage of technology to improve communications.
• Teach the use of communications technologies so that all staff can more efficiently and reliably communicate with one another.
• When feasible, encourage face to face meetings between staff members working in widely separated locations.

Goal: Sun Sounds of Arizona, its managers, paid staff and volunteer staff will foster a cooperative working relationship with KJZZ while, at the same time, preserving its own autonomy and distinct identity.
Objective: Promote a healthy relationship between Sun Sound's of Arizona and KJZZ staffs by opening up communication so that KJZZ personnel have a more accurate understanding, and better appreciation of who we are, what we do and why we do it. (ongoing)
Strategies:
• Have a Sun Sound's representative present at KJZZ staff meetings to act as a liaison, improve communications and report back
• Be open to collaborative opportunities with KJZZ that may lead to positive reciprocal relations.
• To the degree possible, Reduce the overall reliance of Sun Sounds on KJZZ
• Try to achieve common cause between KJZZ and Sun Sounds to advance Sun Sound's goals
• Continue periodic discussions among staff members to address their concerns about Sun Sounds identity and autonomy.

Acknowledgements

Sun Sounds of Arizona gratefully acknowledges the following people and organizations for their roles in supporting the creation of this Strategic Plan for Capacity Building.
The Del E. Webb Foundation
The Sun Sounds Foundation
The Volunteers of Sun Sounds
The Staff and Management of Sun Sounds of Arizona
The President of Rio Salado College, Linda Thor
The General Manager for KJZZ/KBAQ/Sun Sounds, Carl Matthusen
The Capacity Building Planning Team and Authors of this Document: Leticia Graham Corona, Programming Manager and Volunteer Coordinator Eleanor Mooney, Station Manager-Flagstaff David W. Noble, Development Director Bill Pasco, Director Sun Sounds of Arizona Mitzi Tharin, Station Manager-Tucson Margaret Zebell, Operations Director.