The Neighborhood Longhorns Program Table of Contents Meet the Team

Morgan Bridges Morgan Nussbaum Brinkley Field Gabby Garza Art Director Copywriter Media Relations Account Manager Apollo Public Relations

We’re an award-winning public relations agency that specializes in relaunching brands. Among our Kathleen Hazlett Carson Cline Lindsey Meyer stellar capabilities are strategy, Client Services Research Analyst Company Analyst identity, advertising, event planning, design, and a whole lot more. What is The Neighborhood Longhorns Program?

MISSION: The Neighborhood Longhorns Program is an incentive-based learning program that helps economically disadvantaged youth build a strong academic future.

WHO: The program serves economically disadvantaged youth in grades 2 through 8 who are at higher risks of experiencing academic difficulties, including low grade performance, low performance on tests, low school attendance and higher rates of dropping out of school.

COMMITTED: The Neighborhood Longhorns Program helps prepare students to succeed, increase literacy, close the achievement gap, tutor/mentor, build partnerships, provides academic incentives, scholarships, summer camps, and integrates technology.

OBJECTIVES: (1) To encourage self-discipline, promote enthusiasm for learning and increase student success. (2) The Neighborhood Longhorns Program presents tangible incentives to the students to better their individual achievement for each grading period over the course of the academic year.

SUCCESS: The Neighborhood Longhorns Program proudly serves approximately 4,287 students at 33 elementary and middle schools in the Independent School District. Sources:http://ddce.utexas.edu/neighborhoodlonghorns/about/ Volunteer Survey: Apollo Public Relations surveyed 252 University of Texas at Austin students regarding where students find information about volunteer opportunities 75% of respondents volunteer

60% of respondents volunteer through Greek Life or other student organizations

85% of respondents have NEVER heard of The Neighborhood Longhorns Program Of those familiar with The Neighborhood Longhorns Program think volunteering with The Neighborhood Longhorns Program is exclusive to UT ⅔ student athletes Most Likely Because: ■ 76% of respondents claim to know ”somewhat” about The Neighborhood Longhorns Program ■ Only 2% identify as regular, passionate Neighborhood Longhorns Program volunteers ■ 15% have volunteered with The Neighborhood Longhorns Program before Target Markets

University of Texas at Austin Undergraduate Students

Passionate Longhorns eager to serve the local Austin community and are actively looking for new volunteer opportunities. We want to reach out to students who are reliable, charismatic,and driven. Encouraging students with traits like these to volunteer with The Neighborhood Longhorns Program will enhance the participants mentee experience.

University of Texas at Austin Alumni

Former Longhorns who still actively follow University news and give back to the University regularly. Reaching out to charitable alumni will increase donations to The Neighborhood Longhorns Program, because these alumni are courteous leaders who want to see other students achieve success like they did. Competitor Analysis Texas ZAP ● Student organization at The University of Texas at Austin that provides after-school activity classes to Zavala elementary students who otherwise do not get to regularly participate in extracurricular activities ● Volunteers serve as role models to students Reading Aces ● A non-profit organization that builds the literacy skills of low- income students through oral reading ● Students in high school and college volunteer to read to children at community centers and elementary schools for 45 minutes a week ● Supply each location with 50-60 books University of Texas at Austin Student Engineers Educating Kids (UT SEEK) ● SEEK mentors visit elementary and middle schools to administer a engineering related project with either a single student, or a small group ● SEEK mentors provide positive one-on-one influence academically and socially, giving elementary and middle school students attention that can help them develop goals and better learning skills

Sources https://sites.google.com/site/texaszap/; http://www.readingaces.org/; http://utseek.org/ : Situation Analysis

STRENGTHS: WEAKNESSES:

- Partnership with the No. 1 public school in - Poor engagement on social media accounts the U.S. - Inconsistent social media presence - Access to UT-Austin resources - No communications specialist on staff - Silver Spurs’ philanthropy - Most volunteering efforts are off-campus, - One of the Endowment beneficiaries about 30% of students don’t have access to - Strongly supported by the UT-Austin cars student athletics program and its athletes - Program doesn’t follow-up or track the - Volunteers required to give 1 hour a week success of its’ scholarship recipients

OPPORTUNITIES: THREATS:

- Chances for student sponsorship with the - Cluttered field of volunteer opportunities rapidly growing number of spirit for UT-Austin students organizations on campus - Bevo XIV passed away, he was the - New University of Texas leadership - Interim centerpiece for many events benefiting Athletic Director Mike Perrin and President NLP i.e. ‘Bevo’s Celebrity Golf Tournament’ Greg Fenves - Austin is the fastest growing city in - 25th Anniversary of the Neighborhood America, more children will be enrolling in Longhorns Program in 2016 the Neighborhood Longhorn Program - New Bevo XV mascot Critical Factors

AWARENESS The majority of UT students and the Austin community are not familiar with the Neighborhood Longhorns Program.

DIGITAL ENGAGEMENT The Neighborhood Longhorns Program is not consistently active on its social media outlets, nor does it have relationships with mainstream media.

ADDITIONAL FUNDING The Neighborhood Longhorns Program does not generate enough donations to function to its full potential. Relaunch. Align the brand with it’s core message: Hook ‘Em on Education Elements of the Relaunch Strategy

Creative Target Mindset Positioning Execution

An understanding Overall umbrella Tactics that are of the important direction for the appealing to the commonalities messaging. audience and across all of the achieve the key audiences. objectives. The Neighborhood Longhorns Program host home UT vs. KU basketball game to celebrate their relaunch and 25th year anniversary

Who: The Neighborhood Longhorns Program will make their relaunch debut at the home UT Austin basketball game versus The University of Kansas on February 29th at 8:00pm at . This is the second to last game of play. An average of 11,000 people attend each UT basketball game thus re-launching at this highly anticipated game is a great way to reach new and current volunteers.

What: The excitement and action will mount at halftime. First, the Neighborhood Longhorns Program’s new hype video will be shown for everyone to watch. Next, Charlie Strong will introduce the relaunch of The Neighborhood Longhorns Program to the crowd. The Neighborhood Longhorns Program students will then perform an organized dance routine to entertain those in the stands. After the game, there will be a special meet and greet with the UT basketball players. This will give The Neighborhood Longhorns Program kids a time to take pictures and receive autographs from the players. Why: The goal of this event is to relaunch and reinvigorate The Neighborhood Longhorns Program as well as engage current volunteers and attract new ones. We also want to excite the alumni about The Neighborhood Longhorns Program brand to give them an incentive to

donate to the program. Sources: http://fs.ncaa.org/Docs/stats/m_basketball_RB/Reports/attend/2015.pdf How will Neighborhood Longhorns Program students, UT fans, and alumni be involved with the relaunch event? About 2-3 times after school leading up to the big game, The Neighborhood Longhorns Program volunteers will teach the kids a basketball dance routine that they will then perform at the halftime show. This will engage both the volunteers and the students in an exciting way and incentivize the kids to attend the game.

There will be reserved sections, 38-41, 44-47 for both the The Neighborhood Longhorns Program students and their teachers so they can attend the game. The Neighborhood Longhorns Program will provide Pizza Hut (Frank Erwin Partner) pizza for the kids, “Hook ‘Em on Education” t-shirts, and after school transportation to and from the game.

On each seat in the reserved section there will be a white shirt that says “Hook ‘Em on Education” with the The Neighborhood Longhorns Program logo on the back. The arena will become a “white out” at one of the biggest basketball games of the season to enhance school spirit. The shirts are souvenirs for the fans, which will hopefully embed The Neighborhood Longhorns Program tagline into UT Austin students’ and fan minds as well as create buzz and awareness of the program.

We will advertise this event through the Austin American Statesman sports section and 365 Things to Do in Austin website. UT basketball players and The Neighborhood Longhorns Program Brand Ambassadors will promote the basketball game re- launch event by visiting and announcing at UT classes the week prior to the game. Involving the the Austin Community for the Game Through Advertisements

● Austin American Statesman Sports Section to reach an affluent and involved community ○ Average daily circulation of more than 130,000 ○ Average Sunday circulation of more than 191,000 ○ 592,460 weekly print readers ● 365 Things to Do in Austin website ○ Austin’s #1 local online entertainment source for things to do ○ Averaged more than 400,000 page views per month

Sources: http://365thingsaustin.com/advertise-with-us/; http://www.statesman.com/search/content/advertising/media_kit Media Objectives

INFORM - Educate current program participants about the relaunching event in February, and have 500 registered attendees 2 weeks prior - Show non-volunteers the resume-building benefits of volunteering through the Neighborhood Longhorns Program - Encourage donations from alumni through storytelling INCENTIVIZE - Incentivize the Austin community to engage in online conversations about the Neighborhood Longhorns Program - Utilize “The Celebrity Effect” to encourage new volunteers to participate - Establish an unexplored category of regular volunteers - students outside of athletics and Silver Spurs INSPIRE - Increase online donations through link on YouTube by 40% - Create a “Flat Bevo” instagram account operated by UT-Austin student athletes, and have 300 followers within 3 months - Generate 1,000 views of the NLP promotional YouTube video - Increase student volunteer sign-ups by 10% within 3 months

Source: https://www.kent.ac.uk/sspssr/philanthropy/documents/celebrity-effect-cfp-paper.pdf Awareness Tactic 1: Join the YouTube Nonprofit Program and Release a Promotional Video A Look At The YouTube The YouTube for Nonprofit Program gives nonprofits access to Nonprofit Program unique YouTube features to help connect with supporters, volunteers, and donors. Benefits include: ● 20,348 active nonprofits ● Donate button: Viewers can use the Neighborhood Longhorns in the Youtube nonprofit Program channel’s Donate button to contribute to NLP online program right from the YouTube videos. ● Call-to-action overlays: Place a Call to Action on the videos, ● Nonprofits have received which viewers can click to visit the Neighborhood Longhorns 6,450,608,282 views Program website, donate, or learn more. ● 588 have over 1 million ● Video annotations Use annotations on the videos to views encourage users to subscribe to the channel or click to visit the ● 1,940 nonprofits are Neighborhood Longhorns Program website. using the Donate Button ● Community forum: Connect with fellow nonprofits and get advice from pros on the free YouTube Nonprofits Forum. ● 72 nonprofits have livestreamed an event

48.4% of survey respondents said they are persuaded the most by non-profit videos that tells the story of a single person the program impacted by following their. We recommend creating “Caleb Johnson: From Grade School to Graduation - The Story of a Former or Current Neighborhood Longhorns Program Participant” Sources: http://www.see3.com/intofocus/ Join In The Caleb Johnson: Celebration With From Grade School NLP to Graduation Final Five Video Themes

Longhorns in Hook ‘Em the Limelight WE are NLP Goes To Need YOU to School Volunteer Five Video Themes Survey Results:

1. Join In The Celebration with Neighborhood Longhorns Program: A video with upbeat music, footage of smiling volunteers having an enjoyable time interacting with the cause, and an overall uplifting theme 2. Caleb Johnson: From Grade School to Graduation: A video that follows the journey and tells the story of a single person the charity impacted, a more serious tone accompanied by a sentimental melody 3. WE are Neighborhood Longhorns Program: A video that features a number of different people the organization has impacted, accompanied by an emotional ballad and a message of urgency 4. Longhorns in the Limelight Need YOU to volunteer: A video that features a celebrity spokesperson(s) speaking directly to the camera about the issue in a somber voice, a soft neutral soundtrack playing in the background 5. Hook ‘em Goes to School: A video that informs the audience about the cause through heavy utilization of humor, very light-hearted viewing experience Tactic 2: Brand Ambassadors

As a way to enlist new volunteers, we will recruit brand ambassadors to promote The Neighborhood Longhorns Program on UT Austin campus

Brand Ambassadors will present news, volunteer opportunities and information about The Neighborhood Longhorns Program to students on campus in classes, to campus organizations, and social/service groups

Based on our observation of volunteers at the Neighborhood Longhorns Program event “College For A Day” we discovered that many of the volunteers were there for their First-Year Interest Group (FIG). A FIG is a group of 18-25 first-year students who take two to four classes together during their first fall semester at UT to ease one’ s transition into college. Therefore we want our brand ambassadors to be mostly eager freshman, particularly those in The College of Education FIGS. Tactic 3: Spurs Sweethearts vs. Cowboys Sweethearts Powderpuff Game

The Silver Spurs’ philanthropy is The Neighborhood Longhorns Program. To engage UT students in a fun and entertaining way, the Silver Spurs Sweethearts will host a Powderpuff Game against the Sweethearts. The event will be held at Mike A. Myers Stadium on Wednesday April 13, 2016 at 8:00pm. The powderpuff game will be a fundraising event with an entry charge of $5 for both spectators and UT students. Based off similar and previous Silver Spurs events attendance, we anticipate to raise approximately $5,000.

In addition, Silver Spurs and Texas Cowboys Sweetharts accumulatively have a large influence on social media. These social influencers will be able to drive awareness of the event both beforehand and afterwards through the posting of pictures, videos, etc. Tactic 4: New/Renew Student Organization Partnerships

The University of Texas Student Government In 2013 the Neighborhood Longhorn Program expired their relationship with UT Student Government’s Orange Outreach program. Neighborhood Longhorns Program should renew this relationship by working with the Associate Director for Philanthropy. ● Encourage Student Government representatives to get their required “Outreach” points through Neighborhood Longhorns Program ● Work with Student Body President Xavier Rotanofsky to create buzz about the Neighborhood Longhorns Program through viral light-hearted YouTube video

Texas Silver Spurs The is prestigious men’s organization whose primary purpose is handle Bevo and raise money to support the Neighborhood Longhorns Program and scholarships. Yet, many Spurs don’t know why Neighborhood Longhorns Program is. ● Every semester Neighborhood Longhorns Program will host a workshop with the ‘Rowels’ - new members - to educate them on what Neighborhood Longhorns Program is and how to be involved

Texas Angels A new service organization that has agreed (and is eager) to sponsor the Neighborhood Longhorns Program as one of their official philanthropies

Sources: http://www.utsg.org/; http://texastowerpr.com/; http://www.utsilverspurs.com/; http://www.texas-angels.org/ Digital Engagement Tactic 1: Public Relations Intern

A public relations intern would alleviate much of the communication responsibilities resting on The Neighborhood Longhorns Program employees who are busy with other projects. This addition would also allow for further engagement with the community.

Social Media ● Create a Social Media Strategy Calendar to ensure continuous Facebook, and Twitter posts consisting of volunteer events, announcements, significant donations, upcoming fundraisers, NLP in the news ● Follow, “like”, and engage with Influencers and relevant Austin organizations ● Work with the Brand Ambassadors to achieve media objectives

Pitch to the media ● Pitch news and upcoming events to relevant publications such as: The Alcalde, , Austin American Statesman, West Austin News ● Assist Apollo Public Relations in writing a feature story about The Neighborhood Longhorns Program to be pitched to The Alcalde Tactic 2: Re-Vamp Website

Apollo PR recommends improving the use of The Neighborhood Longhorns Program creative tagline: “Hook ‘Em on Education” by enhancing their current website with up-to-date and engaging information and graphics on each of its pages.

The Neighborhood Longhorns Program website redesign will be carried out by Nonprofitwebsitedesignbuilder.com. They have 10 years of experience creating and maintaining over 3,000 custom websites for a low monthly price. Using this service will eliminate a large, unnecessary workload from the small NLP team.

Improvements to the website will include: ● Creating a blog tab with heartwarming stories, child/parent/teacher testimonials and event recaps that include images and relevant information. ● A “Current News” Calendar should be added to the website which allows for the reader to understand what events The Neighborhood Longhorns Program has coming up in the future.

In order to attract more readers to The Neighborhood Longhorns Program website, Facebook advertisements will be purchased during the first month after the relaunch to direct traffic to the new re-vamped website.

Source: http://nonprofitwebsitesbuilder.com/#about Tactic 3: Flat Bevo [Inspired by “Flat Stanley” program]

The program pairs a Texas student-athlete with a fourth grade classroom for the duration of the school year to encourage academic achievement.

Each classroom will create a unique “Flat Bevo” figure for their respective student-athlete to carry with them. The student-athlete will take pictures of their Flat Bevo in a distinct location around campus or while traveling for competition; they will then post the pictures on an Instagram account which their classroom can follow and track. The Neighborhood Longhorns Program blog will also feature a blurb about a different account each week to increase engagement outside of NLP students and athletes.

Classrooms are encouraged to journal the adventures of their Flat Bevo and student-athlete throughout the course of their partnership. Funding Tactic 1: “Future Longhorn” Plush Teddy Bear at the Co-Op

● Inspired by the success of the UT Student Government’s ‘Rebecca Carreon Boot Scholarship’ cowboy boots sold at the The University of Texas Co-op ● Teddy Bears will be sold at all UT Co-ops as well as the Co-Op stores in San Antonio, Houston, Ft. Worth, and Dallas ● Like the UTSG boot revenue, 100% of the proceeds would go to Neighborhood Longhorns Program ● A fun way for young students full of Texas pride to show their future college aspirations ● Have the Teddy Bear featured on the Co-Op’s “Most Wished for Items” list during the holiday season

Source: http://utsg.org/projects/boot-scholarship/ Tactic 2: The Alcalde Feature Story

The Neighborhood Longhorns Program should pitch a feature story to The Alcalde centered around The Neighborhood Longhorns Program and all that is done throughout the community. The feature story will communicate the importance of donations for the success and growth of the program. The story would ask alumni to pledge $100 a year to The Bevo Fan Club, which will sponsor a Estimated Readership: 220,000 child for one year towards their scholarship. The new communications intern will pitch this Subscribers: 103,000 tactic to a University of Texas journalism student as their writing will be more impactful Frequency: Bimonthly (six print to the reader. The story should be released in issues per year) early January 2016 to have the most impact throughout the year. Average Reader Age: 49

Gender: 57% male & 43% female

Lead Time: 2-3 months Tactic 3: Meet Bevo XV Event

The introduction of Bevo XV is highly anticipated and will generate lots of media attention. A meet and greet with the new mascot at the alumni center is a huge opportunity for fundraising, and awareness for The Neighborhood Longhorns Program. The event will be open to the Austin public, with an emphasis on families and The University of Texas students free of charge if already a member of the Bevo Fan Club. If not a member of the Bevo Fan club, simply joining, and making the donation at the event will gain entry. Event ● Photos with Bevo XV by Smilebooth ● Food and drinks catered by Plucker’s Wing Bar ● Face painting and longhorn hat balloon making done by volunteers ● Pin the Tail on the Longhorn ● Public relations intern will pitch the event to media, and heavy up on advertising it via social media Tactic 4: Partnering with

Longhorn Network (LHN) is a partnership between ESPN and The University of Texas to serve Longhorn fans with Texas Sports and Austin community coverage. ● Securing DIRECTV with access to LHN costs approximately $70 per month. ● LHN has 6.5 million subscribers in Texas with 20 million nationwide. ● Targeting those individuals who watch LHN provides more exposure to the events sponsored by Neighborhood Longhorns Program. ● Goal: Broadcast Neighborhood Longhorns Program events on LHN. ● General Process to Gain Coverage on LHN: 1. Email internal contacts and producers at LHN with logistics and description of event (including the coordinating producer of the network Tom McCollum and “Longhorn Extra” producers Gregory Fonseca, Andrea Wall and Andres Alvarez). 2. LHN will provide feedback and interest level. If not interested at first, provide more information with new approach to gain interest. 3. Once interested, begin working with media relations team, field producer and camera crew to set-up shoot parameters (i.e. time/date/location/facility requirements, etc). 4. LHN edits footage and broadcasts based on media availability.

Sources: http://web.directv.com/DTVAPP/global/contentPageNR.jsp?assetId=500009; http://espn.go.com/longhornnetwork/index Tentative Calendar of Current and New Events

AUGUST SEPTEMBER OCTOBER NOVEMBER

Hot Science Cool talks NLP Kick-off Assemblies STEM Soccer Challenges Iron Spikes Baseball and games STEM Camp Sessions STEM Kick-off Clinic Assemblies College for a Day Campus Outreach 40 Acres Field Trip NLP Recruitment Hot Science Cool Talks STAAR Carnival Campus Outreach 2015

DECEMBER JANUARY FEBRUARY MARCH

College for a Day READ to LEAD READ to LEAD D.I.R.T. Leadership Hot Science Cool Campus Outreach College for a Day Softball Games Talks NFL Bowling Youth Rally Ultimate Frisbee Challenge 2016

Fundraising Events APRIL MAY JUNE JULY

Hot Science Cool Talks Introduce “Future NLP Scholarship Summer Read to Lead D.I.R.T. Leadership Softball Longhorn” Teddy Bears Volunteer Events Games Banquet Challenge Assemblies Spring Jam Hot Science Cool Talks School Awards Assemblies College for a Day Summer Read to Lead STEM Camp Sessions Graduation photos with BEVO School Awards Assemblies Challenge Assemblies Spurs Sweehearts vs. Cowboys BEVO Celebrity Golf Tribute Sweethearts Powderpuff Game Dinner and Tournament Budget Breakdown - Out of Pocket Expenses

Neighborhood Longhorns Program Out of Pocket Epenses Relaunch Basketball Game Unit Price Quantity Cost Pizza Hut Pizzas $8.00 125 $1,000.00 Gameday T-Shirts $5.76 536 $3,087.36 Shuttle Bus to and from schools $350.00 8 $2,800.00 Austin American Statesman Sunday 1/4 Page Advertisement $55.22 8 $441.76 Spurs Sweethearts vs. Cowboys Sweethearts Powderpuff Game Unit Price Quantity Cost Championship T-Shirt $10.08 50 $504.00 Sources: Daily Texan 1/4 Page Advertisement $475.00 1 $475.00 http://www.allcateringmenuprices.com/pizza- Re-Vamp Website Unit Price Quantity Cost hut-catering-menu-prices/ www.customink.com Facebook Ads $8.25 30 $247.50 http://www.busbank.com/charter-bus- Nonprofitwebsitebuilder.com redesign $9.95 24 $238.80 pricing/school-bus-rentals/ http://www.anypromo.com/games-toys/stuffed- Flat Bevo Unit Price Quantity Cost animals/honey-plush-bear-wtee-p723305? White Cardstock $4.99 1 $4.99 utm_source=PLA&utm_medium=PC&utm_ca mpaign=723305&g=1&gclid=Cj0KEQiApruyBR "Future Longhorn" Co-Op Plush Teddy Bear Unit Price Quantity Cost CFqoDu1pbk9rkBEiQAF8EFddx91zMdz4OtC3 Honey Plush Bear W/Tee $5.13 125 $641.25 35KFI07JEwdBQ- Kx8QPl80xGC_8uIaAmMT8P8HAQ Meet Bevo XV Event Unit Price Quantity Cost http://nonprofitwebsitesbuilder.com/ Smilebooth $1,500.00 1 $1,500.00 www.smilebooth.com Plucker's Wings Full Meal Package $11.00 100 $1,100.00 http://www.pluckers.com/wp- content/uploads/2015/09/CateringMenu_email Qualatex Balloons, 2X60-Inch $9.00 10 $90.00 1.pdf Palmer Face Paint $1.58 12 $18.96 http://www.amazon.com/Qualatex-Balloons- 2X60-Inch-Assorted- Austin American Statesman Sunday 1/4 Page Advertisement $55.22 8 $441.76 Mandarin/dp/B000GTLDIS Daily Texan 1/4 Page Advertisement $475.00 1 $475.00 http://www.dickblick.com/products/palmer- face-paint/ Total $13,066.38 http://next.srds.com.ezproxy.lib.utexas. edu/nmp/datacard/show/16643/4 http://www.utexas.edu/tsm/advertise/ Budget Breakdown - Agency Expenses

Apollo Public Relations Agency Fee (Non-Profit Work Rate) Activity Billing Rate Hours Billable UT vs. KU Basketball Game Event Planning $45.00 20 $900.00 Designing UT vs. KU Basketball Game Advertisement $35.00 3 $105.00 Placing UT vs. KU Basketball Game Advertisement $25.00 2 $50.00 The Neighborhood Longhorns Program Hype Video Production $60.00 10 $600.00 Compose Neighborhood Longhorns Program Brand Ambassadors Job Duties $35.00 3 $105.00 Spurs Sweethearts vs. Cowboys Sweethearts Powderpuff Game Event Planning $45.00 20 $900.00 Spurs Sweethearts vs. Cowboys Sweethearts Powderpuff Game Advertisement Design $35.00 3 $105.00 On-Campus Student Social Influencer Outreach $40.00 5 $200.00 Draft a Job Description for The Neighborhood Longhorns Program Public Relations Intern $35.00 6 $210.00 Write Feature Story for The Alcalde $60.00 10 $600.00 Meet Bevo XV Event Planning $45.00 20 $900.00 Design Meet Bevo XV Advertisement $35.00 3 $105.00 Place Meet Bevo XV Advertisement $25.00 2 $50.00 Media Communication with The Longhorn Network $40.00 4 $160.00 Total 111 $4,990.00