This paper represents a two-part strategic communications project designed for a local environmental non-profit organization, Asheville GreenWorks. First, a situational analysis and strategic communications plan were written in fall 2017 as part of a service-learning course. Next, the creation of a media toolkit for interns to implement the strategic communications plan began in spring 2018. Because non-profit organizations typically have minimal budgets, these organizations depend on volunteers and interns to carry out their various activities, events, and media plans. Internships not only provide an important service for non-profit organizations, but also allow students to implement strategic communication plans in real-time to better understand how tactics can further an organization’s mission and public relations objectives.
